网络营销straussChapt14tb.pdf

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1、 97 Chapter 14:Customer Relationship Management Multiple Choice 1.Which of the following represents a major shift in current marketing practice?a.from mass marketing to individualized marketing b.from high fixed costs to low fixed costs c.from focusing on a small base of customers to focusing on acq

2、uiring many new customers d.all of the above(a;Hard;p.359)2.A firm using relationship marketing focuses on _.a.share of market b.share of wallet c.share of time d.share of relationship(b;Easy;pp.359-360)3.Firms can use relationship marketing techniques to build relationships with _.a.customers b.emp

3、loyees c.lateral partners d.all of the above(d;Medium;p.361)4.Which of the following is a facet of CRM?a.customer service b.sales force automation c.marketing automation d.all of the above(d;Medium;p.363)5.CRM is based on _.a.vision b.trust c.privacy d.strategy(b;Easy;p.367)98 6.In order to keep cus

4、tomers from viewing their communications as spam,the firm should build relationships through dialogue and _.a.offer promotions b.use high quality consumer lists c.use consumer information to build more precise target profiles d.reward customers for giving out their friends e-mail addresses(c;Hard;p.

5、367)7.Which of the following is referred to as level one of relationship marketing?a.marketers learn the names and needs of customers b.marketers build a financial bond with customers using pricing strategies c.marketers create structural solutions to customer problems d.marketers stimulate social i

6、nteraction with customers(b;Hard;p.369)8.Which of the following is an advantage of connecting customers with supply chain businesses?a.all firms will share transaction data so inventories can be kept low b.upstream firms can use the data to design products to better meet consumer needs c.customer se

7、rvice reps will be better able to help consumers immediately if they have access to all pertinent information d.all of the above(d;Medium;p.373)9.As more firms integrate customer relationship management and supply chain management _.a.the firms variable costs will rise b.e-marketers will be less abl

8、e to communicate outside of the firm c.the firm will become more responsive to individual customer needs d.all of the above(c;Hard;p.373)10.Two or more intranet networks joined for the purpose of sharing information is known as _.a.a supply chain b.an extranet c.an ethernet d.the Internet(b;Easy;p.3

9、73)99 11.How do firms obtain prospect,business customer and end customer information?a.through personal disclosure b.through automated tracking of the sales force c.through Web site activity d.all of the above(d;Medium;p.375)12._ allows firms to collect the data necessary for identification and diff

10、erentiation and to evaluate the resulting customization effectiveness on a continual basis.a.Personalization b.Customer interaction c.Targeting d.Supply chain management(b;Medium;p.376)13.When everyone in the firm who touches the customer understands all aspects of the customers relationship with th

11、e company,this is known as _.a.owning the customers total experience b.streamlining business processes that impact the customer c.having a 360-degree view of the customer relationship d.fostering community(c;Hard;p.378)14.Important tools that aid firms in customizing products to groups of customers

12、or individuals include _ strategies that reside in the companys Web and e-mail servers,and _ strategies that are initiated by Internet users.a.push;pull b.pull;push c.marketing;brochureware d.marketing;inquiry (a;Medium;p.378)15.Using _ firms can customize Web pages based on visitor behavior.a.Web l

13、og analysis b.ongoing e-mail c.client-side tools d.agents(a;Hard;p.379)100 16._ allows marketers to profile and make instantaneous and automatic adjustments to site promotional offers and Web pages.a.Collaborative filtering b.Real-time profiling c.An agent d.E-mail communication(b;Hard;p.380)17.Thro

14、ugh real-time chat,bulletin boards/newsgroups,and e-mail postings at its Web site,firms are able to _.a.aggregate data used to design marketing mixes that meet user needs b.build community c.learn about products d.all of the above(d;Medium;p.382)18.Software agents such as shopping agents and search

15、engines _.a.match user input to databases and return customized information b.use spiders to instantaneously scour the Internet for terms matching the users search criteria c.use Web portals to access partner information d.are forms of experiential marketing(a;Hard;p.383)19.Individualized Web portal

16、s are most often used to build relationships in what market?a.B2C b.B2B c.G2C d.G2B(b;Hard;p.384)20.All of the following are metrics used to assess the Internets value in delivering CRM except _.a.lifetime value(LTV)b.cost savings c.employee satisfaction d.revenues(c;Hard;pp.388-90)101 True/False 21

17、.Most businesses spend more money acquiring new customers than they spend keeping current customers.a.True b.False(a;Easy;p.362)22.Customer service only occurs post purchase when customers have questions or complaints.a.True b.False(b;Easy;p.364)23.Most customers would prefer to be brand disloyal in

18、 favor of finding the lowest price for each purchase,so marketers must entice them into loyalty through special offers.a.True b.False(b;Hard;p.371 24.One important tenet of CRM is that it is better to attract,retain,and grow customers than to focus only on customer acquisition.a.True b.False(a;Mediu

19、m;p.374)25.Marketers need a priori hypothesis to find value in databases.a.True b.False(b;Hard;p.380)26.Permission marketing dictates that customers will be pleased to receive e-mail for which they have opted-in.a.True b.False(a;Medium;p.381)27.Lively and useful chat and bulletin boards increase rep

20、eat visits and site stickiness.a.True b.False(a;Easy;p.382)102 28.Wireless users only want graphic data due to the screen size and download time for text.a.True b.False(b;Medium;p.384)29.Post transaction customer service is an important part of the customer care life cycle.a.True b.False(a;Easy;p.38

21、5)30.No matter how good a firm is at retaining customers,new customer acquisition is still an important activity.a.True b.False(a;Medium;p.390)Essay 31.Why is relationship capital considered the most important asset a firm can have?The Internet has equaled access to information,leading to customer c

22、ontrol.Companies have to become more customer centric.Customer loyalty is an important driver of long term performance.Ability to maintain relationships with customers,suppliers,and partners is the most important element in the profitability equation.(Easy;p.359)32.Why is it important to implement C

23、RM effectively and efficiently?In what ways can a firm ensure that their use of CRM is both effective and efficient?70%of firms who invest in CRM software lose money on the investment.Ensuring effectiveness and efficiency Vision of CRM that fits with the company culture,is bought into by management,

24、and fits with the firms brands and value propositions.CRM Strategy Valued Customer experience Organizational Collaboration CRM Processes CRM Information CRM Technology CRM Metrics(Hard;p.365,Exhibit 14-5)33.Why do customers want to be brand loyal as much as the firms they patronize want it?103 Custo

25、mers want to be brand loyal because it reduces choices and is more efficient for customers.Allows customer to pay less attention to the constant marketing communications that are presented to them(Easy;p.371)34.What is the difference between push strategies and pull strategies used by firms that cus

26、tomize products to customers?Your answer should include an example of each.Push strategies are marketing efforts initiated by the Internet companies.The firms are“pushing”customized information to customers.Pull strategies are customer initiated requests that company gives a customized response to.(

27、Medium;pp.379-385)35.The book notes that relationship marketing is practiced on three levels.Describe each of the three levels from the lowest to the highest.Level one is a financial.Differentiation is based on pricing Level two is stimulating social interaction-ongoing personal communication or com

28、munity building and aggressive pricing.Level three is creating and selling a structural solution to customer problems.At this point the customer is buying a solution or benefit from the firm,which results in strong bond between customer and firm.(Medium;pp.369-371)36.Explain what is meant by CRM-SCM

29、 Integration.What are the advantages of this integration for Internet companies?CRM-is customer relationship management,which is the“front-end”connection between the customer and the firm.It includes all touch points with the customer,marketing efforts,customer service SCM-is Supply Chain Management

30、,which is the back-end connection between the firm and its suppliers.Integration ties the customer to suppliers.Advantages for Internet companies include lower levels of inventory needed on hand,firms use the data to design products that better meet customer needs,and customer service representative

31、s have current information to better serve customers.Firms become more responsive to individual customer needs.(Medium;p.372)37.Give an example of a time when you experienced some facet of CRM on the Internet.Did this experience represent a CRM success or failure in your mind and why?104 suggesting books based on previous orders is a success in CRM on the Internet.They personalized the Website based on my buying patterns.(Medium;pp.406-435)