14 Aug 1. Another term for high customer ________ is customer churn. a. retention b. de

1. Another term for high customer ________ is customer
churn.
a. retention
b. defection
c. value
d. perception
e. belief

2. People with the motivation, ability, and
opportunity to make a purchase are known as ________.
a. potentials
b. advocates
c. members
d. prospects
e. partners

3. Customers who enthusiastically recommend
the company and its products and services to others are known as ________.
a. potentials
b. advocates
c. members
d. prospects
e. partners

4. Satisfied customers constitute the
companys ________.
a. customer relationship capital
b. customer churn
c. prospects
d. high-value customers
e. customer touch points

5. Acquiring new customers can cost ________
times more than satisfying and retaining current customers.
a. two
b. three
c. five
d. seven
e. 10

6. All of the following are methods to form
strong customer bonds EXCEPT ________.
a. creating superior products, services, and
experiences for the target market
b. making it easy for customers to reach the
appropriate company personnel and express their needs, perceptions, and
complaints
c. organizing and making accessible a database
of information on individual customer needs, preferences, contacts, purchase
frequency, and satisfaction
d. running award programs recognizing
outstanding employees
e. concentrating the planning and management
of the customer satisfaction and retention process within the marketing
department

7. When companies provide rewards to customers
who buy frequently and in substantial amounts, this is referred to as ________.
a. benefit programs
b. frequency programs
c. satisfaction programs
d. loyalty programs
e. quality programs

Typically, ________ gains the most
benefit from introducing a frequency program.
f. the first company to introduce a frequency
program in an industry
g. the fast follower, who is second to
introduce a frequency program in an industry,
h. the industry sales leader
i.
the
niche player in the industry
j.
the
low-cost leader in the industry

8. All of the following are CRM imperatives
EXCEPT ________.
a. acquiring the right customer
b. crafting the right value proposition
c. instituting the best processes
d. motivating employees
e. learning to make profits through marginal
customers

9. CRM technology can help motivate employees
by ________.
a. analyzing customer revenue and cost data to
identify current and future high-value customers
b. better targeting the companys direct
marketing efforts
c. tracking customer-service satisfaction
levels
d. aligning employee incentives and metrics
e. developing new pricing models

10. According to Stanfords business guru
Jeffery Pfeffer, the best companies build cultures in which frontline people
________.
a. can refer serious problems to senior
management
b. have strictly limited freedom to deviate
from standard operating procedures
c. are also consumers of the companys
products
d. are empowered to do whats needed to take
care of the customer
e. live in the communities they serve

11. An organized collection of comprehensive
information about individual customers or prospects that is current,
accessible, and actionable for such marketing purposes as lead generation, lead
qualification, sale of a product or service, or maintenance of customer
relationships is called ________.
a. a customer database
b. a customer mail list
c. target market segments
d. customer segments
e. relationship marketsa

12. The process of building, maintaining, and
using customer databases and other databases for the purpose of contacting,
transacting, and building customer relationships is called ________.
a.
data warehousing
b.
datamining
c.
database marketing
d.
custom marketing
e.
electronic marketing

13. A _____________ is simply a set of names,
addresses, and telephone numbers.
a. customer database
b. customer mailing list
c. call-waiting list
d. psychographic list
e. demographic list

14. A customer database should contain all of
the following EXCEPT ________.
a. a customers past purchases
b.
demographics
c.
psychographics
d.
mediagraphics
e.
an assessment of competitive strengths
and weaknesses
15. A ________ would contain such items as past
volumes, prices, profits, buyer, status of current contacts, and an assessment
of competitive strengths and weaknesses.
a. customer mailing list
b. contact list
c. customer database
d. business database
e. general corporate database
16. Savvy companies are capturing information
every time a customer comes into contact with any of its departments. As a
marketing manager all of the following would be available customer touch points
for your consideration EXCEPT ________.
a. a customer purchase
b. an online query
c. a mail-in rebate card
d. an ad run on a national television network
e. a customer-requested service call

17. Using his companys ________ lets a
telemarketer respond to customer inquiries more effectively because he or she
can see a total picture of the customer relationship.
a. data warehouse
b. call back list
c. call rejection list
d. corporate database
e. Better Business Bureau contacts

18. Through ________, marketing statisticians
can extract useful information about individuals, trends, and segments from the
mass of data.
a. data accumulation
b. target market information supplied by the
government
c. datamining
d. data management
e. data marketing

19. ________ involves the use of sophisticated
statistical and mathematical techniques such as cluster analysis, automatic
interaction detection, predictive modeling, and neural networking.
a. Data management
b. Data marketing
c. Target market analysis
d. Data accumulation
e. Datamining

20. In general, companies can use their
databases in all of the following ways EXCEPT ________.
a. to predict competitive strategies and plans
b. to identify prospects
c. to decide which customers should receive a
particular offer
d. to deepen customer loyalty
e. to avoid serious customer mistakes

21. Susan Lefferts
company advertises widely. Ms. Lefferts
uses business reply cards attached to her companys magazine ads to build her
companys database. In which of the
following ways would Ms. Lefferts most likely use the database?
a. To deepen customer loyalty
b. To reactivate customer purchases
c. To avoid serious customer mistakes
d. To determine if up-selling is appropriate
e. To identify prospects

Phil Langston has just ordered a number of expensive executive gifts that he
will be sending as an appreciation token to a select few customers from his
client database. In which of the following ways is Mr. Langston most likely
using his database?
f. To identify prospects
g. To decide which customers should receive a
new sales offer
h. To deepen customer loyalty
i.
To
avoid serious customer mistakes
j.
To
beat the competition to a sale

22. Royal Caribbean
uses its ________ to offer spur-of-the-moment cruise packages to fill all the
berths on its ships. It focuses on retired people and single people because
they are more able to make quick commitments.
a. advertising
b. database
c. mail catalogs
d. public relations department
e. radio advertising

23. Which of the following is considered to be
one of the four problems that can deter a firm from using CRM (customer
relationship marketing)?
a. Competitors can often hack into CRM
systems.
b. Building and maintaining a customer
database requires a large investment.
c. It is very difficult to find and train
database employees.
d.
Long-term
results of such systems are still unproven.
e.
Focusing too much on databases separates a
company from its customers.

24. Building a database would not be worthwhile
for a company in all of the following cases EXCEPT ________.
a. where the product is a one-in-a-lifetime
purchase
b. where customers show little loyalty to a
brand
c. where the company already has an above
average relationship with its customers
d. where the unit sale is very small
e. where the cost of gathering the information
is too high

25. All of the following are examples of the
perils of CRM EXCEPT ________.
a. implementing CRM before creating a customer
strategy
b. the enormous cost that might eventually
drain significant profits from the organization
c. rolling out CRM before changing the
organization to match
d. assuming more CRM technology is better
e. stalking, not wooing, customers

Marketers from which of the following are most likely to use database marketing?
f. An airline
g. A candy bar manufacturer
h. A grand piano maker
i.
A
toothpaste manufacturer
j.
None
of the above would use database marketing.
1. Another term for high customer ________ is customer
churn.a. retentionb. defectionc. valued. perceptione. belief2. People with the motivation, ability, and
opportunity to make a purchase are known as ________.a. potentialsb. advocatesc. membersd. prospectse. partners3. Customers who enthusiastically recommend
the company and its products and services to others are known as ________.a. potentialsb. advocatesc. membersd. prospectse. partners4. Satisfied customers constitute the
companys ________.a. customer relationship capitalb. customer churnc. prospectsd. high-value customerse. customer touch points 5. Acquiring new customers can cost ________
times more than satisfying and retaining current customers.a. twob. threec. fived. sevene. 10 6. All of the following are methods to form
strong customer bonds EXCEPT ________.a. creating superior products, services, and
experiences for the target marketb. making it easy for customers to reach the
appropriate company personnel and express their needs, perceptions, and
complaintsc. organizing and making accessible a database
of information on individual customer needs, preferences, contacts, purchase
frequency, and satisfactiond. running award programs recognizing
outstanding employeese. concentrating the planning and management
of the customer satisfaction and retention process within the marketing
department7. When companies provide rewards to customers
who buy frequently and in substantial amounts, this is referred to as ________.a. benefit programsb. frequency programsc. satisfaction programsd. loyalty programse. quality programsTypically, ________ gains the most
benefit from introducing a frequency program.f. the first company to introduce a frequency
program in an industryg. the fast follower, who is second to
introduce a frequency program in an industry,h. the industry sales leaderi.
the
niche player in the industryj.
the
low-cost leader in the industry8. All of the following are CRM imperatives
EXCEPT ________. a. acquiring the right customerb. crafting the right value propositionc. instituting the best processesd. motivating employeese. learning to make profits through marginal
customers 9. CRM technology can help motivate employees
by ________.a. analyzing customer revenue and cost data to
identify current and future high-value customersb. better targeting the companys direct
marketing effortsc. tracking customer-service satisfaction
levelsd. aligning employee incentives and metricse. developing new pricing models10. According to Stanfords business guru
Jeffery Pfeffer, the best companies build cultures in which frontline people
________.a. can refer serious problems to senior
managementb. have strictly limited freedom to deviate
from standard operating proceduresc. are also consumers of the companys
productsd. are empowered to do whats needed to take
care of the customere. live in the communities they serve11. An organized collection of comprehensive
information about individual customers or prospects that is current,
accessible, and actionable for such marketing purposes as lead generation, lead
qualification, sale of a product or service, or maintenance of customer
relationships is called ________.a. a customer databaseb. a customer mail listc. target market segmentsd. customer segmentse. relationship marketsa12. The process of building, maintaining, and
using customer databases and other databases for the purpose of contacting,
transacting, and building customer relationships is called ________. a.
data warehousingb.
dataminingc.
database marketingd.
custom marketinge.
electronic marketing13. A _____________ is simply a set of names,
addresses, and telephone numbers. a. customer databaseb. customer mailing listc. call-waiting listd. psychographic liste. demographic list14. A customer database should contain all of
the following EXCEPT ________. a. a customers past purchasesb.
demographicsc.
psychographicsd.
mediagraphicse.
an assessment of competitive strengths
and weaknesses15. A ________ would contain such items as past
volumes, prices, profits, buyer, status of current contacts, and an assessment
of competitive strengths and weaknesses. a. customer mailing listb. contact listc. customer databased. business databasee. general corporate database16. Savvy companies are capturing information
every time a customer comes into contact with any of its departments. As a
marketing manager all of the following would be available customer touch points
for your consideration EXCEPT ________. a. a customer purchaseb. an online queryc. a mail-in rebate cardd. an ad run on a national television networke. a customer-requested service call 17. Using his companys ________ lets a
telemarketer respond to customer inquiries more effectively because he or she
can see a total picture of the customer relationship.a. data warehouseb. call back listc. call rejection listd. corporate databasee. Better Business Bureau contacts 18. Through ________, marketing statisticians
can extract useful information about individuals, trends, and segments from the
mass of data. a. data accumulationb. target market information supplied by the
governmentc. dataminingd. data managemente. data marketing19. ________ involves the use of sophisticated
statistical and mathematical techniques such as cluster analysis, automatic
interaction detection, predictive modeling, and neural networking. a. Data managementb. Data marketingc. Target market analysisd. Data accumulatione. Datamining 20. In general, companies can use their
databases in all of the following ways EXCEPT ________. a. to predict competitive strategies and plansb. to identify prospectsc. to decide which customers should receive a
particular offerd. to deepen customer loyaltye. to avoid serious customer mistakes21. Susan Lefferts
company advertises widely. Ms. Lefferts
uses business reply cards attached to her companys magazine ads to build her
companys database. In which of the
following ways would Ms. Lefferts most likely use the database? a. To deepen customer loyaltyb. To reactivate customer purchasesc. To avoid serious customer mistakesd. To determine if up-selling is appropriatee. To identify prospects
Phil Langston has just ordered a number of expensive executive gifts that he
will be sending as an appreciation token to a select few customers from his
client database. In which of the following ways is Mr. Langston most likely
using his database? f. To identify prospectsg. To decide which customers should receive a
new sales offerh. To deepen customer loyaltyi.
To
avoid serious customer mistakesj.
To
beat the competition to a sale 22. Royal Caribbean
uses its ________ to offer spur-of-the-moment cruise packages to fill all the
berths on its ships. It focuses on retired people and single people because
they are more able to make quick commitments. a. advertisingb. databasec. mail catalogsd. public relations departmente. radio advertising 23. Which of the following is considered to be
one of the four problems that can deter a firm from using CRM (customer
relationship marketing)? a. Competitors can often hack into CRM
systems.b. Building and maintaining a customer
database requires a large investment.c. It is very difficult to find and train
database employees.d.
Long-term
results of such systems are still unproven.e.
Focusing too much on databases separates a
company from its customers. 24. Building a database would not be worthwhile
for a company in all of the following cases EXCEPT ________. a. where the product is a one-in-a-lifetime
purchaseb. where customers show little loyalty to a
brandc. where the company already has an above
average relationship with its customersd. where the unit sale is very smalle. where the cost of gathering the information
is too high 25. All of the following are examples of the
perils of CRM EXCEPT ________. a. implementing CRM before creating a customer
strategyb. the enormous cost that might eventually
drain significant profits from the organizationc. rolling out CRM before changing the
organization to matchd. assuming more CRM technology is bettere. stalking, not wooing, customers
Marketers from which of the following are most likely to use database marketing?f. An airlineg. A candy bar manufacturerh. A grand piano makeri.
A
toothpaste manufacturerj.
None
of the above would use database marketing.

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