Test Bank for
Managing Customer
Experience and
Relationships, 3rd
Edition, Don Peppers,
Martha Rogers, Philip
Kotler
1
, 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)
a. Fans of a product band together on social networking sites and provide service
and recommendations to others.
b. A supervisor orders more computer components by going to a Web page that
displays his firm’s contract terms, his own spending to date, and his
departmental authorizations.
c. A marketing copywriter develops a brochure aimed toward thirtysomething
suburban mothers and mails it out to all who fit that specific profile.
d. A car-rental customer rents a car without having to complete another
reservation profile.
6. Analytical CRM includes the following: (p. 9)
a. strategic planning
2
Managing Customer
Experience and
Relationships, 3rd
Edition, Don Peppers,
Martha Rogers, Philip
Kotler
1
, 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)
a. Fans of a product band together on social networking sites and provide service
and recommendations to others.
b. A supervisor orders more computer components by going to a Web page that
displays his firm’s contract terms, his own spending to date, and his
departmental authorizations.
c. A marketing copywriter develops a brochure aimed toward thirtysomething
suburban mothers and mails it out to all who fit that specific profile.
d. A car-rental customer rents a car without having to complete another
reservation profile.
6. Analytical CRM includes the following: (p. 9)
a. strategic planning
2
