Test Bank For Managing Customer Experience and Relationships A Strategic Framework, 4th Edition by Don Peppers, Martha Rogers Chapter 1-15 Answers are at the End of Last Chapter

Test Bank For Managing Customer Experience and Relationships A Strategic Framework, 4th Edition by Don Peppers, Martha Rogers Chapter 1-15 Answers are at the End of Last Chapter

Test Bank For
Managing Customer Experience and Relationships A Strategic Framework, 4th Edition by Don
Peppers, Martha Rogers
Chapter 1-15 Answers are at the End of Last Chapter
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)
a. Fans of a product band together on social networking sites and provide service
and recommendations to others.
2
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
b. cultural change management
c. software installations
d. measuring change management
7. Traditional marketing’s “four Ps” apply to which part of the “get, keep, and grow”
customer strategy? (pp. 10–13)
a. get
b. keep
c. grow
d. a and b
8. According to Philip Kotler, the following shifts have occurred as companies move from
mass marketing to customer-focused marketing except: (pp. 12–14)
a. from market share to share of customer
b. from direct contact with end users to reliance on efficient intermediaries
c. from large customer segments to individual customers
d. from pursuing all types of customers to pursuing high-potential-value customers
9. Which of the following describes a customer-share strategy? (pp. 15–18)
a. finding a constant stream of new customers
b. using mass media to build brand and announce products
c. differentiating products from competitors
d. selling as many products as possible to one customer at a time
10. The core benefit of a Learning Relationship for a customer is: (pp. 18–20)
a. reduced switching cost
b. lower priced products
c. higher quality products
d. increased product choice
11. The core benefit of Learning Relationship for an enterprise is: (p. 20)
a. increased product innovation
b. greater profit margins
c. greater customer loyalty
3
d. all of the above
12. If an enterprise ranked low in tailoring for customers but high in customer interaction,
it would find itself in which quadrant of Peppers and Rogers’ Enterprise Strategy Map?
(p. 14)
a. Quadrant I: Mass Marketing
b. Quadrant II: Niche Marketing
c. Quadrant III: Database Marketing
d. Quadrant IV: One-to-One Learning Relationships

Managing Customer Experience and Relationships A Strategic Framework Exam,Managing Customer Experience and Relationships A Strategic Framework Test,Managing Customer Experience and Relationships A Strategic Framework Flashcard,Managing Customer Experience and Relationships A Strategic Framework quiz,Managing Customer Experience and Relationships A Strategic Framework Practice,Managing Customer Experience and Relationships A Strategic Framework Practice test,Managing Customer Experience and Relationships A Strategic Framework Practice flashcard,Managing Customer Experience and Relationships A Strategic Framework Practice exam,Managing Customer Experience and Relationships A Strategic Framework Study guide,Managing Customer Experience and Relationships A Strategic Framework Practice questions,Managing Customer Experience and Relationships A Strategic Framework Questions,Managing Customer Experience and Relationships A Strategic Framework Practice questions and answers,Managing Customer Experience and Relationships A Strategic Framework Questions and answers,Managing Customer Experience and Relationships A Strategic Framework pdf,Managing Customer Experience and Relationships A Strategic Framework quizlet,Managing Customer Experience and Relationships A Strategic Framework reddit,Managing Customer Experience and Relationships A Strategic Framework Answer sheet,Managing Customer Experience and Relationships A Strategic Framework Answer key,Managing Customer Experience and Relationships A Strategic Framework Pdf free,Managing Customer Experience and Relationships A Strategic Framework Exam help,Managing Customer Experience and Relationships A Strategic Framework Cheat sheet,Managing Customer Experience and Relationships A Strategic Framework quiz bank,Managing Customer Experience and Relationships A Strategic Framework Questions bank,Managing Customer Experience and Relationships A Strategic Framework Practice Guide,Managing Customer Experience and Relationships A Strategic Framework Guide,Managing Customer Experience and Relationships A Strategic Framework Testbank,Managing Customer Experience and Relationships A Strategic Framework Practice Answers,Managing Customer Experience and Relationships A Strategic Framework Answers,Managing Customer Experience and Relationships A Strategic Framework Exam prep,Managing Customer Experience and Relationships A Strategic Framework Prep,Managing Customer Experience and Relationships A Strategic Framework Pdf download,Managing Customer Experience and Relationships A Strategic Framework Flashcards,Managing Customer Experience and Relationships A Strategic Framework Real questions,Managing Customer Experience and Relationships A Strategic Framework Actual questions,Managing Customer Experience and Relationships A Strategic Framework Real Questions and answers,Managing Customer Experience and Relationships A Strategic Framework Actual Questions and answers,Managing Customer Experience and Relationships A Strategic Framework Exam review,Managing Customer Experience and Relationships A Strategic Framework Review,Managing Customer Experience and Relationships A Strategic Framework Exam questions,Managing Customer Experience and Relationships A Strategic Framework Exam questions and answers,Managing Customer Experience and Relationships A Strategic Framework Practice test pdf,Managing Customer Experience and Relationships A Strategic Framework Practice test quizlet,Managing Customer Experience and Relationships A Strategic Framework Practice test Reddit,Managing Customer Experience and Relationships A Strategic Framework Practice test quizlet multiple choice,Managing Customer Experience and Relationships A Strategic Framework Exam study guide,Managing Customer Experience and Relationships A Strategic Framework Practice test free,Managing Customer Experience and Relationships A Strategic Framework Test questions,Managing Customer Experience and Relationships A Strategic Framework Exam study guide,Managing Customer Experience and Relationships A Strategic Framework Practice exam free,Managing Customer Experience and Relationships A Strategic Framework Practice tests free,Managing Customer Experience and Relationships A Strategic Framework Exam practice test,Managing Customer Experience and Relationships A Strategic Framework Exam test questions,Managing Customer Experience and Relationships A Strategic Framework Exam questions and answers,Managing Customer Experience and Relationships A Strategic Framework Exam practice test