Test Bank for MKTG 6th

Test Bank for MKTG 6th Canadian Edition By Charles Lamb, Joe Hair, Carl McDaniel, Marc Boivin, David Gaudet (All Chapters 1-16, 100% Original Verified, A+ Grade)

All Chapters Arranged Reverse: 16-1

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Chapter 16 - Customer Relationship Management (CRM) Indicate the answer choice that best completes the statement or answers the question.

• Which term refers to a company-wide business strategy designed to optimize profitability, revenue, and customer

satisfaction by focusing on highly defined and precise customer segments?

• organizational optimization
• consumer relationship marketing
• total quality management
• customer relationship

management

• As a strategy to optimize profitability, revenue, and customer satisfaction, what would the Toronto Blue Jays implement

to focus on its fan base and provide them with additional benefits?

• organizational optimization
• consumer relationship marketing
• total quality management
• customer relationship

management

• What is the main goal of customer relationship management?
• organizational optimization
• improved quality
• enhanced understanding of the customer
• maximizing the value of that customer

relationship.

• Convergys Corporation is a provider of customer care, human resources, and billing services. Its new software allows

anyone talking to a customer to view the customer’s order and billing information. This new software would be classified as part of which of the following?

• organizational optimization
• call response marketing
• total quality management
• customer relationship

management

• What is the purpose of customer relationship management?
• to help improve relationships and build

loyalty

• to predict customer purchases
• to organize a firm’s marketing department
• to assist marketers to sell their products
• To meet the needs of a customer, what must a company first do?
• create marketing objectives
• learn more about the customer by doing research
• determine the level of interaction customers have with the organization

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Chapter 16 - Customer Relationship Management (CRM)

• acquire and capture customer data for product categories
• What is the main, focused objective of CRM?
• building customer loyalty and retaining

customers

• understanding customer buying behaviours
• delivering promises
• creating lots of data on customers
• Which statement best describes CRM?
• The letters CRM stand for consumer relationship marketing.
• CRM collects too little data on customers.
• CRM provides a process to interact with a customer over the long

term.

• CRM takes a simplistic perspective on customers.
• Which technology played a significant role in Salesforce’s success in customer relationship management (CRM)?
• traditional hardware
• cloud computing
• expensive software
• Internet services
• Maxime is hoping to be accepted as a new franchisee for a fitness facility originating in Europe that trains elite

athletes to compete on the National and International level in road and track cycling. While he could open such a facility under his own name (he is an internationally recognized road cyclist having competed in the Tour de France several times) he is most interested in this franchise because of their strong investment in customer relationship management. What is the advantage to Maxime of a company with a strong CRM system?

• They have invested in the tools that are necessary to know the customer better.
• They have acquired the hardware to collect customer information.
• They have a significant investment in IT.
• They have a good training program.
• What has the movement toward Software as a Service (SaaS) done for CRM systems?
• hindered small startups
• limited the specialization in industries
• levelled the playing field for CRM

providers

• increased reliance on expensive hardware
• What is customer relationship management based on?
• the customer’s needs
• an overall company strategy
• technology to track customers on an individual

level

• strategic management

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Chapter 16 - Customer Relationship Management (CRM)

• How has the use of the Internet impacted CRM systems?
• It has increased reliance on costly resources.
• It has reduced accessibility of complex services.
• It has decreased dependence on hardware and software

resources.

• It has hindered the growth of CRM providers.
• What is the focus of customer relationship marketing?
• doing things with people
• doing things to people
• doing things right
• doing things wrong
• What is the main concern of customer relationship management?
• “how” and “why” of a response
• achieving a response
• the buyer and the seller
• people and places
• What is the focus of Stage 1 in the CRM cycle?
• technology to identify customers
• marketing research tools that are used to understand the

customer

• concepts and types of solutions
• data mining
• What is the focus of Stage 2 in the CRM cycle?
• the use of technology to identify customers
• marketing research tools that are used
• the use of technology tools to achieve more detailed information on the

customer

• data mining
• What is the focus of Stage 3 in the CRM cycle?
• the use of technology to identify customers
• marketing research tools that are used
• the ways to use the information to retain

customers

• data mining
• Which statement best describes a CRM system?
• A critical component of a CRM system is the use of the appropriate technology to

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