Test Bank for Managing Customer Experience
and Relationships 3rd Edition Peppers
1
, Managing Customer Experience and Relationships:
A Strategic Framework
Third Edition
Don Peppers and Martha Rogers
SAMPLE Test Questions
Chapter 1: Evolution of Relationships with Customers and Strategic Customer Experiences
Multiple choice: For the following questions, choose the best answer.
1. “Customer strategy” is: (pp. 3–5)
a. the capability of matching customers and messaging in any medium, whether
traditional or digital
b. finding customers for the products a company produces
c. creating customer value by increasing the value of the customer base
d. creating customer campaigns that win market share
2. Customer relationship management (CRM) is best characterized as: (pp. 5–6)
a. an enterprise-wide strategy
b. a marketing strategy
c. a customer service discipline
d. a software program
e. any of the above
3. For “Industrial Age” companies, competitive advantage is primarily based on: (pp. 3–4)
a. product innovation
b. brands
c. customer information
d. a and b
4. For “Interactive Age” companies, competitive advantage is primarily based on: (pp. 4–5)
a. product innovation
b. brands
c. customer information
d. a and b
5. Examples of customer-specific behaviors include all of the following except: (pp. 6–9)
2
and Relationships 3rd Edition Peppers
1
, Managing Customer Experience and Relationships:
A Strategic Framework
Third Edition
Don Peppers and Martha Rogers
SAMPLE Test Questions
Chapter 1: Evolution of Relationships with Customers and Strategic Customer Experiences
Multiple choice: For the following questions, choose the best answer.
1. “Customer strategy” is: (pp. 3–5)
a. the capability of matching customers and messaging in any medium, whether
traditional or digital
b. finding customers for the products a company produces
c. creating customer value by increasing the value of the customer base
d. creating customer campaigns that win market share
2. Customer relationship management (CRM) is best characterized as: (pp. 5–6)
a. an enterprise-wide strategy
b. a marketing strategy
c. a customer service discipline
d. a software program
e. any of the above
3. For “Industrial Age” companies, competitive advantage is primarily based on: (pp. 3–4)
a. product innovation
b. brands
c. customer information
d. a and b
4. For “Interactive Age” companies, competitive advantage is primarily based on: (pp. 4–5)
a. product innovation
b. brands
c. customer information
d. a and b
5. Examples of customer-specific behaviors include all of the following except: (pp. 6–9)
2
