MKT610-Customer Relationship Management spring 2010 finals

Total Questions = 53
MCQ’s = 48 Marks
2 Questions = 3 Marks each
3 Questions = 5 Marks each

Question # 1
Telemarketing in B2B has increased at the expense of which concept.
Select correct option:

Personal selling
Direct mail
Advertising
Promotions

Question # 2
Logic and reasoning are helpful for which one of the following categories?
Select correct option:

Message understanding
Critical listening
Responding to message
Receiving a message
Question # 3
Why would developing a privacy program be worthwhile for a company?
Select correct option:

Privacy policies are required by law

In order to demonstrate its lack of respect for customer privacy
To keep company secrets "in house"
So competitors can't steal its information

Question # 4
Within our own organization, all works, efforts and objectives should focus on
customers designing of product, ease and comfort to users, quality steadfastness
are known as:
Select correct option:

Product Based Culture

Customer Success Factor
Customer-Based Measures
Customer-Based Culture (Page # 16)

Question # 5
How can complaints provide the firm with great value?
Select correct option:

They provide a chance to prove the company is right

They can be a source of information for a company
Resolving those ties up important resources
They offer an opportunity to shed bad customers
Question # 6
Artificially created grassroots coalitions are referred to which one of the following
concepts?
Select correct option:

Advertising
Spin (Page # 55)
Lobby groups
Astroturf

Question # 7
The essence of good marketing messages is that they need to clearly illustrate the
product and service and that they should be meaningful and ____________to the
target audience.
Select correct option:

Reliable
Believable
Relevant
Applicable

Question # 8
Analytical customer relationship management analyzes customer's data for
following purposes EXCEPT:
Select correct option:

Delivers personalized and efficient marketing, sales, and service through multi-
channel collaboration.
Data mining
Measuring and optimizing customer relationships
Design and execution of targeted marketing campaigns to optimize marketing
effectiveness.

Question # 9
Which of the following is an element of an organization’s internal-environment?
Select correct option:
Wholesalers
Retailers
Employees
Competitors
Question # 10
Which of the following is Not part of marketing mix?
Select correct option:
Competitors
Pricing
Promotion
Product

Question # 11
All sensory impressions (Learning, seeing, smelling, feeling and tasting) are
telegraphed to our mind at the rate of approximately __________ per day.
Select correct option:
100, 0000 impressions
10,000 impressions
100,000 impressions (Page # 86)
110,000 impressions

Question # 12:
Life style is an important variable of which of the following market segmentation?
Select correct option:
Time segmentation
Geographic segmentation
Psychographics segmentation
Demographic segmentation

Question # 13
What is the fourth step in the idea development?
Select correct option:
Idea is seeded by Sensory Impressions
Nurtured by evaluation and reasoning
Firmly rooted by proof and justification
Accepted and acted upon. (Page # 86)

Question # 14
CRM is considered as a:
Select correct option:
A Process
A product
A Process and a product
None of the above
Question # 15
Which of the following is NOT a part of Acculturation Mechanism?
Select correct option:

Scalability
Recruitment
Training
Empowerment

Question # 16
Which one of the following drives the utility of product?
Select correct option:

Consumer only
Buyer
Customer & Consumer
Customer

Question # 17
Which one of the following is NOT a characteristic of well planned complaint
handling system?
Select correct option:

Helpless in building switching behaviors

Build relationship with customers
Satisfy customers
Retain customer

Question # 18
When designing a CRM system, what ***** of customers do you want it to target?
Select correct option:

Dog customers
Core customers who are loyal and lifelong
Satisfied customers
Potential core customers

Question # 19
The ability of a system to cope with increases in usage volumes is determined by
which of the following?
Select correct option:

Assignment
Adaptability
Scalability
Flexibility

Question # 20
With respect to customer satisfaction, which of the following is referred as the key
to success?
Select correct option:

Preference
Up-to-date Supply
Courtesy
Enthusiasm
…………………..
Question # 49: Highly satisfied customers are the supporters of organization. Give
one real example. (3 Marks)
Question # 50: What aspects of expectations of customers can have? (3 Marks)
Question # 51: What is mean by “Exploration warehouse”? How it impact
Relationship? (5 Marks)
Question # 52: What are the problems of salespeople in today’s marketplace? (5
Marks)
Question # 53: Describe the Characteristics of CRM people. (5 Marks)