Test Bank for Managing Customer Experience and Relationships 3rd Edition

Test Bank for Managing Customer Experience and Relationships 3rd Edition 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 progra 1. c 2. e