2020年电大客户关系管理期末复习重点考试试题及参考答案.doc

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1、精选电大客户关系管理期末复习重点考试试题及参考答案一、填空题1、CRM产生和发展的推动与促进因素管理理念的更新和企业管理模式的变革、需求的拉动、技术的推动。2、新商务模式管理机制的变革集中地体现在市场营销、销售实现、客户服务和决策分析等于客户关系有关的重要业务领域。3、在CRM的应用系统中，解决方案主要集中在以下方面：业务操作管理、客户合作管理、数据分析管理。4、CRM的功能：部门级CRM的功能、协同级CRM的功能、企业级CRM的功能。5、CRM支持功能包括：客户定制、客户使用情况跟踪、信息检查和协议服务。6、协同级CRM主要解决企业在运作过程中遇到的一下问题：信息的及时传递、销售渠道的优化。

2、7、基本的CRM的功能系列由销售、电话销售、销售自动化、现场服务和支持销售等部分组成。8、客户细分按客户与企业的关系进行分类：消费客户、中间客户、公利客户、内部客户。9、客户细分根据客户的价值进行细分：VIP客户、主要客户、普通客户和小客户。10、客户关系的生命周期分为客户关系建立期、客户管理加强期、客户关系维持期和客户关系恢复期。11、客户忠诚的类型：垄断忠诚、亲缘忠诚、惰性忠诚、潜在忠诚、方便忠诚、价格忠诚、激励忠诚、超级忠诚。12、实施数据库销售的步骤：广泛搜集有价值的客户信息、建立营销数据库、信息入库和针对性营销。13、关系营销本质特征可以概括为：双向沟通、合作、双赢、亲密和控制。14

3、、企业自身从关系营销中得到的利益，可以结合客户盈利能力、客户保留成本、客户流失成本等指标来衡量。15、呼叫中心按呼叫类型划分，有呼入型呼叫中心、呼出型呼叫中心和呼入/呼出型呼叫中心。16、呼叫中心将会大大地提升物流企业的竞争力，主要反映在以下方面成本竞争力、质量竞争力、速度竞争力、创新竞争力。17、数据仓库具有面向主题、集成的、相对稳定的、反映历史变化的特点。18、一个数据仓库的基本体系结构中应有数据源、监视器、继承器、数据仓库、客户应用这几个基本部分组成。19、企业的业务操作流程主要由销售、营销和客户服务三部分组成。20、销售管理包括线索管理、商机管理、合同管理、收款管理。21、销售合同的协

4、议内同包括：购买产品条款、收款条款、服务条款、违约条款。二、名词解释 1、客户关系管理被描述为利用现代技术手段，使客户、竞争、品牌等要素协调运作并实现整体优化的自动化管理系统，其目标定位在提升企业的市场竞争能力，建立长期优质的客户关系。2、客户所有本着共同的决策目标参与制定并共同承担风险的个人和团体，包括使用者、影响者、决策者、批准者、购买者和把关者。4、客户生命周期是指客户关系水平随时间变化的发展轨迹，它直观地揭示了客户关系发展从一种状态向另一种状态运动的阶段性特征。5、客户终身价值是指企业在某客户保持客户关系过程中从该客户处所获得的全部利润现值。6、客户忠诚是指客户对某企业产品和服务的心理

5、偏爱并进行持续性的购买行为，它是客户满意效果的直接体现。8、关系营销是把营销活动看成是一个企业与消费者、供应商、分销商、竞争者、政府机构及其他公众发生互动作用的过程，其核心是建立和发展与这些公众良好的关系。9、呼叫中心是围绕客户采用计算机电话集成技术建立起来的客户关怀中心，对外提供语音、数据、传真、视频、因特网、移动等多种接入手段，对内通过计算机和电话网络联系客户数据库和各部门的资源。10、数据仓库一个用以更好地支持企业或者组织决策分析处理的、面向主题的、集成的、不可更新的、随时间不断变化的数据集合。11、数据挖掘从大量的数据中，抽取出潜在的、有价值的知识、模型或规则的过程。12、ERP将企业

6、内部所有资源整合在一起，对采购、生产、成本、库存、分销、运输、财务、人力资源进行规划，从而达到最佳资源组合，取得最佳效益。三、简答题 1、简述CRM理论的形成与发展（5分）20世纪60年代到80年代产生客户接触管理20世纪90年代初期产生客户服务理论20世纪90年代末期产生客户关系管理理论20世纪90年代末期至今产生客户联盟理论目前：客户关系型组织理论2、实施客户关系管理为企业带来了哪些优势？（6分）（1）全面提升企业的核心竞争力（2）提升客户关系管理水平：客户研究与客户挖掘、客户响应与交易记录、客户追踪与客户评价（3）重塑企业营销功能（4）提升销售业绩（5）降低成本，提高效率：管理的加强和成

7、本的降低、整体效率的提高和成本的降低（6）利用整合信息提供卓越服务，提高客户忠诚度3、CRM作为企业重要的IT系统，也需要与企业的其他IT系统紧密集成，这种集成从高到低主要表现为哪些层次？（3分）（1）集成各种信息资源；（2）利用企业原有的信息系统；（3）支持其他IT系统的实现。 4、为了便于了解CRM的全貌，可以从哪些角度对CRM进行分类？（12分）（1）按目标客户分类：以全球企业或者大型企业为目标客户的企业级CRM；以200人以上、跨地区经营的企业为目标客户的中端CRM；以200人以下企业为目标客户的中小企业CRM。 （2）按应用集成度分类：CRM专项应用 、CRM整合应用 、 CRM企业

8、集成应用 （3）按系统功能分类：操作型CRM 、合作型CRM 、分析型CRM。5、分析客户流失的原因？（6分）（1）质量不稳定；（2）缺乏创新；（3）服务意识淡薄；（4）员工跳槽带走客户；（5）客户遭遇新的诱惑；（6）短期行为作梗。6、要控制企业客户流失，可采取哪些对策？（5分）（1）进行全面质量管理；（2）区分导致客户流失的原因，并找出那些可以改进的地方；（3）关注不同群体的客户流失率，形成不同客户群体的流失率分布图；（4）计算降低流失率所需要的费用；（5）增进与客户的沟通。7、影响客户满意度的主要因素有哪些？（6分）（1）核心产品和服务；（2）服务和系统支持；（3）技术表现；（4）客户互动

9、的要素；（5）情感因素；（6）环境因素。8、简述数据库营销的战略意义？（6分）（1）帮助企业准确找到目标消费者群；（2）帮助企业降低营销成本，提高营销效率；（3）通过个性化的客户交流，维系客户忠诚；（4）为营销、新产品开发和市场预测提供信息；（5）选择合适的营销媒体；（6）与消费者建立精密关系，防止客户转向竞争者。9、产生客户忠诚的主要因素有哪些？（8分）(1) 产品和服务的特性：价格合理、质量可靠、符合客户个性化需求；(2) 避免购买风险：客户会选择自己熟悉的产品和服务；(3) 降低客户的相关购买成本：对客户而言，重新选择也会增加成本；(4) 符合客户的心理因素：该产品和服务能够体现其自身的

10、价值。10、简述关系营销与传统的交易营销在对待客户上的不同之处主要有哪些？（10分）（1）交易营销关注的是一次性交易，关系营销关注的是如何保持客户；（2）交易营销较少强调客户服务，而关系营销则高度重视客户服务，并借客户服务提高客户满意度，培育客户忠诚；（3）交易营销往往只有少量的承诺，关系营销则有充分的客户承诺；（4）交易营销认为产品质量影视生产部门多关心的，关系营销则认为所有部门都应关心质量问题；（5）交易营销不注重与客户的长期关系，关系营销的核心就在于发展与客户的长期、稳定关系。11、简述一对一营销的价值（6分）（1）交叉销售的大大增加（2）降低客户游离程度，增加客户忠诚度（3）交易成本降

11、低，服务周期缩短（4）客户满意度提高，建立品牌效应12、简述CRM系统的实施目标？（4分）（1）提高销售额；（2）增加利润率；（3）提高客户满意度；（4）降低市场销售成本13、CRM实施成功的关键因素有哪些？（7分）（1）高层领导的支持；（2）要专注于流程；（3）技术的灵活运用；（4）组织良好的团队；（5）极大重视人的因素；（6）分步实施；（7）系统整合。14、简述CRM中数据仓库的建设的基本步骤。（1）确定范围：了解方向性分析处理需求，确定信息需求，确定数据覆盖范围。（2）环境评估：对企业数据仓库系统建设的硬件环境和软件环境进行选型和准备。（3）分析：深入了解数据源和分析数据仓库系统所包含的

12、主题域 相互之间的关系。（4）设计：与操作性系统接口的设计和数据仓库本身的设计两部分内容。（5）开发：数据库建模、数据抽取和加载模块、数据访问模块以及实际应用的开发。15、简述CRM环境下企业业务流程面对的挑战（1）交易效率极大提高。（2）要以满足客户的个性化需求为核心业务。（3）激烈竞争的市场对业务流程的综合适应能力要求提高。（4）业务流程有无限扩大的趋势。（5）知识管理要融入业务流程再造才能实现。四、分析题如图所示 试分析客户满意与客户忠诚的关系：121 2 3 4 5顾客满意程度顾客忠诚的可能性高高低（1）低度竞争区：垄断或缺少替代品、强大的品牌影响力、高昂的改购代价、有效的常客奖励计划

13、、专有技术；（2）高度竞争区：相似性强，差别小、消费者改变购买风险小、替代品多、改购代价低。五、论述1、客户关系管理作为企业的经营之道思想和业务战略，其核心理念主要体现在哪几方面？（10分）（1）客户价值的理念：客户关系管理是选择和管理客户的经营思想和业务战略，目的是实现客户长期价值的最大化。（2）市场经营的理念：客户关系管理要求企业的经营以客户为中心，在市场定位、市场细分和价值实现中必须坚持贯彻这一理念。（3）业务运作的理念：客户关系管理要求企业从以产品为中心的业务模式向以客户为中心的模式转变。（4）技术应用的理念：客户关系管理要求以客户为中心的商业运作流程实现自动化及通过先进的技术平台来支

14、持、改进业务流程。2、从方法论角度来看客户关系管理的解决方案，对于大多数行业和企业而言，在以客户为中心的业务流程分析思路中主要包含内容具有哪些共性？（15分）（1）客户概况分析：包括客户的层次、风险、爱好、习惯等；（2）客户忠诚度分析：指客户对某个产品或商业机构的忠实程度、持久性、变动情况。（3）客户利润分析：指不同客户所消费产品的边际利润、总利润、净利润等；（4）客户性能分析：指不同的客户所消费的产品按种类、渠道、销售地点等指标划分的销售额；（5）客户预测分析：包括客户数量、类别等情况的未来发展趋势以及争取客户的手段等；（6）客户产品分析：包括产品设计、关联性、供应链等。（7）客户促销分析：

15、包括广告、宣传等促销活动的管理。3、客户服务与支持部门对CRM的要求是什么?（8分）（1）提供准确的客户信息：要提高客户服务质量就需要准确的客户信息；（2）提供一致的服务：企业的服务中心以整体形象对待客户，使客户感觉是同一个人在为他服务；（3）可以支持远程服务：可在远程通过Internet、语音支持等技术手段为用户提供服务；（4）实现问题跟踪。4、协同级CRM的功能有哪些？（8分）首先，现代通信技术的发展，特别是Internet的出现，给企业和客户的交流带来了许多新的选择，这些选择为降低营销、销售和服务的成本带来了新的机遇。第二，协同级CRM还采用合理的信息基础构架，消除了各类信息之间的屏障、

16、建立起统一的CRM信息资源库。第三，协同级CRM还应具有强大的工作流引擎，从而确保跨部门的工作能够自动、动态、无缝地链接。第四，面对浩如烟海的客户及企业营销、销售和服务信息，如果没有一个具有高度商业智能的数据分析和处理系统是很难想象的。5、简述数据库营销的主要特征有哪些？（10分）（1）数据库营销师信息的有效应用；（2）成本最小化，效果最大化；（3）顾客终身价值的持续性提高；（4）“消费者群”观念，即一个特定的消费者对同一品牌或同一公司产品具有相同兴趣；（5）双向个性化交流，买卖双方实现各自利益，任何顾客的投诉或满意都可以通过这种双向信息交流进入公司顾客数据库；公司根据信息反馈改进产品或机械发

17、扬优势，实现产品和服务的最优化。14、试述呼叫中心的发展历程。第一代呼叫中心：人工热线电话系统、例如：114查号 特点： 硬件设备为普通电话机或交换机，一般仅用于处理用户投诉、咨询；适用于小企业或业务量小、用户要求较低的企业。第二代呼叫中心： 交互式自动语音应答系统特点： 广泛采用了计算机技术，利用局域网技术实现数据库数据共享；利用IVR降低了强度和出错率；利用ACD均衡了话务量，降低了呼叫损耗，提高了客户满意度。同时，它必须使用专有硬件平台和应用软件，具有后期投入大，灵活性差，升级不便，造价高，风险大等缺点。第三代呼叫中心：兼有自动语音和人工服务的客户系统特点：采用通用的标准硬件平台，造价较

18、低，系统升级灵活，可扩展性强，同时可利用远程代理技术实现虚拟呼叫中心的功能。第四代呼叫中心：客户互动中心特点：（1）接入和呼出方式多样化；（2）多种沟通方式格式之间的互换；（3）语音自动识别技术；（4）基于WEB的呼叫中心。15、试述ASP有哪些优缺点。（1）实现规模效益（2）对用户来说，可预见费用、节约费用，可以做到花小钱办大事。（3）方便于客户应用软件的升级。（4）减少客户内IT专业人才缺乏带来的影响。（5）帮助用户快速实现各种应用服务，ASP商有整合各方面资源的能力，可在短期内为用户提供所需的解决方案。（6）专业性的服务。（7）强大的扩展性。（8）ASP最大的缺点在于网络的安全性和可靠性

19、。（9）由于ASP提供的是一对多的服务，所以用户的一些特殊需求很难得到满足。（10）在实现ERP等高端ASP应用时，用户需要提供核心的经营资料，需要ASP商有很高的信用度。（11）缺乏可以共同遵循的行业标准，ASP还处在发展初期，大家对它的理解不同，如产品和服务标准，收费标准等，不利于行业的健康发展。请您删除一下内容，O(_)O谢谢！2015年中央电大期末复习考试小抄大全，电大期末考试必备小抄，电大考试必过小抄Shanghais Suzhou Creek has witnessed much of the citys history. Zhou Wenting travels this sto

20、ried body of water and finds its most fascinating spots. Some lucky cities can boast a great body of water, like London with the river Thames and Paris with the river Seine. Shanghai is privileged enough to have two great bodies of water: Huangpu River and Suzhou Creek.Huangpu River became famous wh

21、en colonists established clusters of grand buildings on its banks on what became known as the bund. Today, the bund overlooks the breathtaking skyline of Lujiazui financial district. Shanghais other body of water, however, Suzhou Creek, has been somewhat overshadowed. Suzhou Creek links the inland c

22、ities of Jiangsu province with Shanghai. When the British colonists, who arrived in the city after it was opened as a commercial port in 1843 found they could reach Suzhou, Jiangsu province, via the creek, they named it Suzhou Creek. Thanks to its location, a large amount of cargo and travelers were

23、 transported via the creek before rail links were established. But after a century of being utilized as a waterway to transport goods and labor, the creek grew dark and smelly. Industrial factories were established along the banks. In the 1990s it became a key task of the city government to clean th

24、e creek. Suzhou Creek, which snakes 17 km from the iconic Waibaidu Bridge downtown to the outer ring road in west Shanghai, maps the changing periods of the citys history, including the imprints of the concessions, the beginning of industrialization and the improvement in peoples living conditions.

25、Where the Bund began In-between the shopping street of East Nanjing Road and the Bund, are a cluster of streets that give me the illusion that I am no longer in modern Shanghai. The streets are narrow and old and criss-cross each other. Any old residential house may turn out to be a former office of

26、 the British, constructed in the 1880s. Pawnshops and hardware stores that are hard to find elsewhere, are plentiful here. This area, at the confluence of Huangpu River and Suzhou Creek, is called the Bund Origin. Countless tour buses stop at the site every day and visitors from around the world get

27、 off to see this place, the starting point of the concessions in the city. It all started in 1872, when the former British Consulate General was constructed and the Bund began its transformation into an the financial street of the East. Now the site of the former consulate is called “No 1 Waitanyuan

28、”, which translates to “the Bund Origin”, to honor its beginnings. The entire complex of this historical site comprises of five buildings, the former British Consulate General, the official residence of the consul, the former Union Church, the church apartments and the former Shanghai Rowing Club. T

29、he size of the courtyard is equivalent to that of four standard soccer fields. The building of the former consulate is a two-storey masonry building on an H-shaped plan in typical English renaissancestyle. The building is designed with a five-arch verandah on the ground floor with a raised terrace f

30、acing the garden, while the facade features an entry portico beneath a colonnaded loggia. It has been turned into a caf where dinner and afternoonteaare available. Visitors can choose to sit indoors or outdoors to enjoy the magnificent gardens with nearly 30 ancient trees.Yuanmingyuan Road behind th

31、e complex is also a historical site. The road has been revamped as a pedestrian shopping street and high-end brands have seized the best spots. Altogether, 14 old buildings, including those used for offices and residences constructed during 1920s and 1930s, remain. Today, it is a popular location fo

32、r commercialfashionphoto shoots. New Tianan Church, or Union Church, stands at the intersection of Yuanmingyuan Road and Suzhou Creek. The church, designed in the style of the English countryside, has a capacity of 500 people. It was very popular during the concession period but was converted into f

33、actory offices after 1949. The church we see today is a replica, the original burned down in 2007. There used to be an outdoor swimming pool, the first of its kind in Shanghai, beside the church but has been filled-in and is now a small garden. Bridge of romance There is perhaps no other place thats

34、 more representative of Shanghai than this bridge, which appears in quite a lot ofmovies about the city. Dozens of couples visit every day to pose for their pre-wedding photos on the bridge where Suzhou Creek begins and interconnects with Huangpu River. This is Waibaidu Bridge, or the Garden Bridge.

35、 The soon-to-be-wed couples pose in splendid attire on the bridge, leaning against the railing or sitting on the wooden floor. Some even risk walking into the middle of the road to get the perfect shot.Colorful lights illuminate the bridge throughout the night, making it a picturesque place for pre-

36、wedding portraits and lovers to meet. Constructed in 1873 and designed by a British company, the 106-meter-long bridge was the first-ever major bridge in Shanghai. In 1856, the first large wooden bridge, Wells Bridge, was built over Suzhou Creek but the bridge toll led to complaints from citizens. S

37、o 17 years later, another wooden bridge, which did not require tolls, was built. People called it Waibaidu, which means “going across for free”. The bridge was renovated as a steel truss structure in 1907. Because nearly 40 bridges have now been built over Suzhou Creek, the bridge is no longer a tra

38、ffic artery but is more of an observation deck for tourists. It is a tradition in Shanghai for a grandmother to walk across a bridge with their grandchild when he or she reaches one month. This represents that the newborn has overcome all the twists and turns and its journey will be safe and smooth

39、throughout his or her life. Waibaidu Bridge is always the best option because its the icon of Shanghai. The picture of my daughter when she was a baby held by her grandmother was also taken here. Its like a family tradition, says Wang Xuefen, a Shanghai native who has a newborn grandson. Changning R

40、iverside There is a 5-km stretch of waterfront by Suzhou Creek in Changning district on Changning Road from the intersection of Hami Road to Jiangsu Road. It has become a popular place to take a walk and sunbathe on the lawn. There is an overpass at the intersection of Changning Road and Gubei Road

41、for people to enjoy the view of the creek and a 3-km plastic runway on both sides of Changning Road, which attracts people of all ages, Chinese and expat. Jogging on the two sides gives a different feeling because the north side is next to the creek, and the south side is adjacent to the residential

42、 highrises, which is like jogging in the jungle, says Xiao Xu, a 27-year-old woman who lives nearby. The riverside used to be completely different. Dozens of textile mills, chemical plants and machine manufacturing factories were set up along the creek in the 1920s. They brought industrialization bu

43、t also pollution. From the 1930s the creek could no longer be used as a source for tap water, and no living fish or shrimp could be found. Suzhou Creek in my memory is dark and smelly. I used to go to the riverbank to watch the sewage disposal running out from the chemical plants when I was a little

44、 girl. We didnt know it was pollution. We thought it was a red waterfall, says Huang Qi, a 57-year-old Shanghai resident. So the residential houses along the creek were unpopular, and only migrants with low incomes would live in that area, she says. However, things have changed. The plants were clos

45、ed and turned into riverside parks and the apartments in the new highrises, especially those facing the creek, are much sought after. East China University of Political Science and Law This is the famous former Saint Johns University, Chinas first-ever modern institution of higher education establis

46、hed by missionaries from the United States in 1879. The buildings combine Chinese and Western elements. Address: 1575 Wanhangdu Road, Changning district The old residential area After you leave the university from its east gate you will enter a shabby neighborhood that retains its original look. The

47、 alleys are narrow and the houses are overcrowded. Some things have not changed for many generations, such as raising chickens at home. Address: West Guangfu Road Moganshan Road This is anartsy street that has become very popular among artists and fashionistas in recent years. Graffiti covers the wa

48、lls on the winding street, where you can find a cluster of art galleries and creative industry offices. Sihang Warehouse Four banks jointly funded the construction of this warehouse, so it is named sihang, or four banks. The warehouse, built in 1931, was used for the storage of food, first-aid supplies and ammunition during the years of war. The building, which is also a masterpiece left by the Hungarian architect Laszlo Hudec in the 1930s, has been recently transforme