Question 1

Marketing is evolving to become more ________ vs.________ focused.

Accepted Answer

A)  segment, acquisition
B)  product, customer
C)  retention, profitabilityD) All of the above
E) A) and C)

Question 2

Loyalty programs are limited in their uses to enterprises like airlines that sell high-value products.

Accepted Answer

A) True 
 B)False

Question 3

________ is one of the elements of the Peppers and Rogers CRM model.

Accepted Answer

A)  Analysis
B)  Differentiation
C)  InvolvementD) A) and B)
E) All of the above

Question 4

The response of an anonymous visitor to a website cannot be tracked.

Accepted Answer

A) True 
 B)False  False

Question 5

What are foundations of a CRM program?

Accepted Answer

A)  Sales force automation and customer service
B)  Marketing and promotion
C)  Customer service and email marketingD) A) and B)
E) A) and C)

Question 6

Relationship marketing requires a long-term focus, while transactional marketing tends to have a short term perspective.

Accepted Answer

A) True 
 B)False

Question 7

Identify the steps in the targeting and personalization process, explaining the nature of each.Give an example of how an enterprise might carry out the process.

Accepted Answer

The steps are from Figure 11.20:
F1F1F1S...

Question 8

The components of customer lifetime value include:

Accepted Answer

A)  all revenue after the first year.
B)  growth in amount spent with the enterprise.
C)  spending transferred from competitors.D) B) and C)
E) A) and C)

Question 9

Increasing customer retention is important in increasing enterprise profitability.

Accepted Answer

A) True 
 B)False

Question 10

Explain how to facilitate a Seamless Customer Experience and give examples of what is required to do so.

Accepted Answer

Figure 11.14 portrays that bot...

Question 11

Which of the following is a true statement about the CRM process?

Accepted Answer

A)  It makes segmentation obsolete.
B)  It is driven by customer information.
C)  It is useful only for outbound marketing programs.D) All of the above
E) A) and C)

Question 12

Cisco's success in customer reactivation depended upon:

Accepted Answer

A)  collecting as much data as possible on each business person.
B)  contacting business professionals as individuals.
C)  developing registration forms.D) A) and B)
E) A) and C)

Question 13

The definition of a good customer is one who is profitable immediately upon acquisition.

Accepted Answer

A) True 
 B)False

Question 14

The customer lifecycle allows marketers to:

Accepted Answer

A)  identify their best prospects.
B)  target lapsed customers and win back.
C)  both of the above.D) A) and B)
E) A) and C)

Question 15

Customers only defect if they are not satisfied with the enterprise's products and services.

Accepted Answer

A) True 
 B)False  False

Question 16

Registration on a site can:

Accepted Answer

A)  furnish data for personalization of communications.
B)  provide an email address for CRM contacts.
C)  both of the above.D) None of the above
E) All of the above C

Question 17

Integrating social media data into tactical CRM programs:

Accepted Answer

A)  carries inherent privacy challenges.
B)  has been fully automated.
C)  involves collecting easily quantifiable data.D) None of the above
E) All of the above

Question 18

Creating an anonymous customer profile generally requires the use of a cookie.

Accepted Answer

A) True 
 B)False

Question 19

The CRM process:

Accepted Answer

A)  is driven by customer information.
B)  makes segmentation obsolete.
C)  is useful only for outbound marketing programs.D) All of the above
E) None of the above

Question 20

The Peppers and Rogers model of CRM downplays the role of the customer database in CRM.

Accepted Answer

A) True 
 B)False

Exam 11: Customer Relationship Development and Retention Marketing

Marketing is evolving to become more ________ vs.________ focused.

Correct AnswerverifiedShow Answer

Loyalty programs are limited in their uses to enterprises like airlines that sell high-value products.

Correct AnswerverifiedShow Answer

________ is one of the elements of the Peppers and Rogers CRM model.

Correct AnswerverifiedShow Answer

The response of an anonymous visitor to a website cannot be tracked.

Correct AnswerverifiedFalse

What are foundations of a CRM program?

Correct AnswerverifiedShow Answer

Relationship marketing requires a long-term focus, while transactional marketing tends to have a short term perspective.

Correct AnswerverifiedShow Answer

Identify the steps in the targeting and personalization process, explaining the nature of each.Give an example of how an enterprise might carry out the process.

Correct AnswerverifiedThe steps are from Figure 11.20:F1F1F1S...View AnswerShow Answer

The components of customer lifetime value include:

Correct AnswerverifiedShow Answer

Increasing customer retention is important in increasing enterprise profitability.

Correct AnswerverifiedShow Answer

Explain how to facilitate a Seamless Customer Experience and give examples of what is required to do so.

Correct AnswerverifiedFigure 11.14 portrays that bot...View AnswerShow Answer

Which of the following is a true statement about the CRM process?

Correct AnswerverifiedShow Answer

Cisco's success in customer reactivation depended upon:

Correct AnswerverifiedShow Answer

The definition of a good customer is one who is profitable immediately upon acquisition.

Correct AnswerverifiedShow Answer

The customer lifecycle allows marketers to:

Correct AnswerverifiedShow Answer

Customers only defect if they are not satisfied with the enterprise's products and services.

Correct AnswerverifiedFalse

Registration on a site can:

Correct AnswerverifiedC

Integrating social media data into tactical CRM programs:

Correct AnswerverifiedShow Answer

Creating an anonymous customer profile generally requires the use of a cookie.

Correct AnswerverifiedShow Answer

The CRM process:

Correct AnswerverifiedShow Answer

The Peppers and Rogers model of CRM downplays the role of the customer database in CRM.

Correct AnswerverifiedShow Answer

Marketing is evolving to become more vs. focused.

Correct Answer
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False

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The steps are from Figure 11.20:
F1F1F1S...
View Answer

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Figure 11.14 portrays that bot...
View Answer

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False

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C

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