MKT 437 EXAM 4 QUESTIONS AND
ANSWERS
Why do so many CRM programs fail? - Correct Answers -Firms concentrate more on
the CRM software instead of taking care of customers
Your company allows customers to "opt-out" of receiving email advertisements. This is
referred to as - Correct Answers -Permission marketing
Which of the following is one of the most basic and important activities of CRM? -
Correct Answers -Segmenting Customers
___________ planning is typically the cause of most unsuccessful CRM initiatives. -
Correct Answers -poor
A customers lifetime value is calculated by: - Correct Answers -Finding the NPV of a
customer's projected lifetime profits for the firm
CRM systems today require less training because - Correct Answers -They are
designed to be more user-friendly
The online retailer Ecatalog.com has decided to send consumers of the new John
Grisham book an e-mail with suggestions for books with similar themes and has also
offered them a 20% discount if those suggested books were purchased. This type of
marketing/promotion is an example of: - Correct Answers -Cross-Selling
When an organization attempts to offer the right products and services to customers at
the right time through the offer of individual promotions tied to specific events like
birthdays and anniversaries, this is referred to as: - Correct Answers -Event-Based
Marketing
Users in a company can retrieve and study a large amount of information about
consumers by housing that information in a centralized database that is commonly
referred to as a: - Correct Answers -Data Warehouse
Which of the following are required elements of an effective CRM initiative? - Correct
Answers -Cross-selling customers after an initial purchase
, You are a manager at Sunnydale Appliances. A customer who recently purchased a
dishwasher contacts you with a problem and requests warranty information. According
to the text, this is an example of: - Correct Answers -Post Transaction Customer Service
When CRM applications are available 24/7 on smartphones, tablets, and desktops, this
is referred to as: - Correct Answers -Continuous Connectivity
Having connectivity and visibility to all partners in a firm's supply chain can be
accomplished through the use of: - Correct Answers -Cloud Based Communication
Systems
Failing to see the big picture and acting only in regard to single firm in the supply chain
can be referred to as: - Correct Answers -Silo Mentality
________________would be considered a Supply Chain Risk Management activity? -
Correct Answers -a. Diversify the supply base
b. Increasing safety stock
c. Develop a formal risk management program
Companies work very hard to reduce the number of customers who don't return. This
customer defection is often referred to as: - Correct Answers -Customer Churn
Recommendations for designing and implementing a successful CRM program: -
Correct Answers -Knowledge of the tools available to aid in CRM, Support from the
firm's top executives, Continuous awareness of customers' changing requirements
A practical independent measure firms can take to improve information security is: -
Correct Answers -Continuously monitor employee desktop applications, e-mails and
phone calls
Your top sales executive leaves your company to work for a competitor. Fortunately, all
of her notes regarding prior dealings with customers have been captured in a: - Correct
Answers -Knowledge management System
A system which allows sales managers to obtain current information and reporting
capabilities regarding each salesperson's activities on each customer's account is
referred to as a: - Correct Answers -Sales Territory Management System
According to the text, which of the following would be an example of Coca-Cola's
international bottling plants, each serving a small geographic region? - Correct Answers
-Server Factory
Which of the following strategic foreign facilities is set up in a location with an
abundance of advanced suppliers, competitors, research facilities, and knowledge
centers to get access to the most current information on materials, components,
technologies, and products? - Correct Answers -Outpost Factory
ANSWERS
Why do so many CRM programs fail? - Correct Answers -Firms concentrate more on
the CRM software instead of taking care of customers
Your company allows customers to "opt-out" of receiving email advertisements. This is
referred to as - Correct Answers -Permission marketing
Which of the following is one of the most basic and important activities of CRM? -
Correct Answers -Segmenting Customers
___________ planning is typically the cause of most unsuccessful CRM initiatives. -
Correct Answers -poor
A customers lifetime value is calculated by: - Correct Answers -Finding the NPV of a
customer's projected lifetime profits for the firm
CRM systems today require less training because - Correct Answers -They are
designed to be more user-friendly
The online retailer Ecatalog.com has decided to send consumers of the new John
Grisham book an e-mail with suggestions for books with similar themes and has also
offered them a 20% discount if those suggested books were purchased. This type of
marketing/promotion is an example of: - Correct Answers -Cross-Selling
When an organization attempts to offer the right products and services to customers at
the right time through the offer of individual promotions tied to specific events like
birthdays and anniversaries, this is referred to as: - Correct Answers -Event-Based
Marketing
Users in a company can retrieve and study a large amount of information about
consumers by housing that information in a centralized database that is commonly
referred to as a: - Correct Answers -Data Warehouse
Which of the following are required elements of an effective CRM initiative? - Correct
Answers -Cross-selling customers after an initial purchase
, You are a manager at Sunnydale Appliances. A customer who recently purchased a
dishwasher contacts you with a problem and requests warranty information. According
to the text, this is an example of: - Correct Answers -Post Transaction Customer Service
When CRM applications are available 24/7 on smartphones, tablets, and desktops, this
is referred to as: - Correct Answers -Continuous Connectivity
Having connectivity and visibility to all partners in a firm's supply chain can be
accomplished through the use of: - Correct Answers -Cloud Based Communication
Systems
Failing to see the big picture and acting only in regard to single firm in the supply chain
can be referred to as: - Correct Answers -Silo Mentality
________________would be considered a Supply Chain Risk Management activity? -
Correct Answers -a. Diversify the supply base
b. Increasing safety stock
c. Develop a formal risk management program
Companies work very hard to reduce the number of customers who don't return. This
customer defection is often referred to as: - Correct Answers -Customer Churn
Recommendations for designing and implementing a successful CRM program: -
Correct Answers -Knowledge of the tools available to aid in CRM, Support from the
firm's top executives, Continuous awareness of customers' changing requirements
A practical independent measure firms can take to improve information security is: -
Correct Answers -Continuously monitor employee desktop applications, e-mails and
phone calls
Your top sales executive leaves your company to work for a competitor. Fortunately, all
of her notes regarding prior dealings with customers have been captured in a: - Correct
Answers -Knowledge management System
A system which allows sales managers to obtain current information and reporting
capabilities regarding each salesperson's activities on each customer's account is
referred to as a: - Correct Answers -Sales Territory Management System
According to the text, which of the following would be an example of Coca-Cola's
international bottling plants, each serving a small geographic region? - Correct Answers
-Server Factory
Which of the following strategic foreign facilities is set up in a location with an
abundance of advanced suppliers, competitors, research facilities, and knowledge
centers to get access to the most current information on materials, components,
technologies, and products? - Correct Answers -Outpost Factory
