This preview has intentionally blurred parts. Sign up to view the full document

View Full Document

Unformatted Document Excerpt

Chapter 9 Customer Relationship Management Multiple Choice 1. CRM allows an organization to accomplish all of the following, except: A. Provide better customer service B. Make call centers more efficient C. Complicate marketing and sales processes D. Help sales staff close deals faster Ans: C Level: Easy Learning Outcome: 9.1 Feedback: CRM allows an organization to simplify marketing and sales processes. 2. What is the top CRM business driver? A. Inventory control B. Increase revenues C. Competitive advantage D. Automation/productivity/efficiency Ans: D Level: Medium Learning Outcome: 9.5 Feedback: Automation/productivity/efficiency is the top CRM business driver as displayed in the CRM business drivers figure. 3. Which of the following is not one of the CRM business drivers? A. Inventory control B. Increase revenues C. Accountability D. Automation/productivity/efficiency Ans: C Level: Medium Learning Outcome: 9.5 Feedback: Accessibility is the CRM business driver, not accountability. 4. Which of the following represents operational CRM? A. Supports traditional transactional processing B. Supports day-to-day front-office operations C. Supports operations that deal directly with the customers D. All of the above Ans: D Level: Easy Learning Outcome: 9.1 Feedback: This is the definition of operational CRM. 207 5. What supports back-office operations and strategic analysis and includes all systems that do not deal directly with the customers? A. Analytical CRM B. Operational CRM C. Personalization D. All of the above Ans: A Level: Easy Learning Outcome: 9.1 Feedback: This is the definition of analytical CRM. 6. What made-to-order views can analytical CRM tools slice-and-dice customer information into? A. Customer value B. Customer spending C. Customer segmentation D. All of the above Ans: D Level: Medium Learning Outcome: 9.1 Feedback: Analytical CRM tools can slice-and-dice customer information to create made-to-order views of customer value, spending, product affinities, percentile profiles, and segmentations. 7. What can analytical CRM modeling tools discover? A. Identify opportunities for expanding customer relationships B. Identify opportunities for cross-selling C. Identify opportunities for up-selling D. All of the above Ans: D Level: Medium Learning Outcome: 9.1 Feedback: Analytical CRM modeling tools can identify opportunities for cross-selling, up-selling, and expanding customer relationships. 8. What occurs when a Web site can know enough about a persons likes and dislikes that it can fashion offers that are more likely to appeal to that person? A. Operational CRM B. Analytical CRM C. Personalization D. All of the above Ans: C Level: Easy Learning Outcome: 9.1 Feedback: This is the definition of personalization.... View Full Document

End of Preview

Sign up now to access the rest of the document