Deck 11: Customer Relationship Management and Supply Chain Management

Question 1

Transactional CRM systems provide interactive communication with the customer throughout the organization.

Answer 1

False

Question 2

For purposes of efficiency, customer data are best stored in the functional areas of the organization.

Answer 2

False

Question 3

Packaging and assembly take place in the downstream portion of the supply chain.

Answer 3

False

Question 4

Mobile CRM systems are targeting customers through their portable devices such as smart phones.

Question 5

Supply chain visibility is the time between the receipt of incoming goods and the dispatch of finished, outbound products.

Question 6

Today, customers are becoming increasingly powerful.

Question 7

Modern organizations are concentrating on their core competencies and on becoming more flexible and agile.

Question 8

In the past, customer data has been located all over the company, typically in the functional areas.

Question 9

Open-source CRM software doesn't have as many features or functions as other DRM software.

Question 10

Over time, the customer relationship with vendors has become more personal.

Question 11

Properly designed CRM systems provide a single, enterprise-wide view of each customer.

Question 12

Operational CRM systems support the front-office business processes that directly interact with customers.

Question 13

Tweets can be used as customer touch points.

Question 14

Collaborative CRM systems provide interaction with customers throughout the entire organization.

Question 15

Sales force automation is a customer-facing application.

Question 16

CRM systems focus on marketing to masses of people.

Question 17

Sourcing from external suppliers occurs in the upstream portion of the supply chain.

Question 18

The real problem with interacting with customers over the Web is that the company does not have an opportunity to make a good first impression in person.

Question 19

CRM means that a company should interact with its customers as a group.

Question 20

If you have visited Amazon's website previously and then return, Amazon recommends other books that you might like. This is called cross-selling.

Question 21

Analytical CRM systems feed data to operational CRM systems.

Question 22

Electronic data interchange is a problem for small businesses.

Question 23

The goal of SCM systems is to reduce friction along the supply chain.

Question 24

A major source of supply chain uncertainty is the supply forecast.

Question 25

Open-source CRM has much more favourable pricing compared to on-premises CRM.

Question 26

The most common solution to supply chain problems is building inventories.

Question 27

The pull model is make-to-stock.

Question 28

The push model is the same as make-to-order.

Question 29

Just-in-time inventory systems try to maximize inventories to protect against uncertainties along the supply chain.

Question 30

The Internet-based extranet is much less costly than proprietary networks.

Question 31

Distribution portals are for downstream customers in a supply chain.

Question 32

Whether forecasters overestimate or underestimate demand, the company still faces problems.

Question 33

There are typically four flows in the supply chain: materials, information, returns, and financial.

Question 34

Customer-facing and customer-touching applications both involve directly interacting with the customers to solve their problems.

Question 35

The push model begins with a forecast.

Question 36

Internet protocol data interchange is a communication standard that enables business partners to electronically exchange routine documents.

Question 37

Open-source CRM systems are also known as utility computing.

Question 38

Horizontal integration is a business strategy in which a company buys its suppliers.

Question 39

Analytical CRM systems support OLAP.

Question 40

One of the challenges with CRM is that the customer is always right and now has more power than ever with the Internet.

Question 41

Haya noticed that male college students needed to dress up for presentations but never seemed to have any ties, or at least not very nice ones. She decided she was going to set up a tie store on her campus and offer sports-themed ties as well as solid-coloured ties in her school colours. She can put an announcement on the school's monitors that would display in the dining halls and student union. The supplier of Haya's ties is downstream in her supply chain.

Question 42

The bullwhip effect can also be called hoarding.

Question 43

The pull model is the same as mass customization.

Question 44

The complete data on a customer is called:

A)a profile
B)a record
C)a 360-degree view
D)a file
E)a consolidated customer map

Question 45

___________ systems support the front-office business processes that directly interact with customers.

A)CRM
B)Collaborative CRM
C)Operational CRM
D)Analytical CRM
E)Transactional CRM

Question 46

Which of the following is an important enabler of CRM?

A)Recognizing that there are many customer touch points
B)Recognizing the necessity of treating all customers the same
C)Recognizing the need for sophisticated CRM information systems
D)Recognizing the need for sophisticated customer databases
E)Recognizing the need for a data warehouse

Question 47

__________ includes those areas where customers directly interact with the company.

A)CRM
B)Analytical CRM
C)Customer-facing CRM
D)Customer-touching CRM
E)Transactional CRM

Question 48

Haya noticed that male college students needed to dress up for presentations but never seemed to have any ties, or at least not very nice ones. She decided she was going to set up a tie store on her campus and offer sports-themed ties as well as solid-coloured ties in her school colours. She can put an announcement on the school's monitors that would display in the dining halls and student union lounge. Haya needs to decide on her CRM strategy before she can decide on her CRM systems.

Question 49

Over time, the customer relationship with vendors has become more impersonal for all of the following reasons except:

A)People move from farms to cities.
B)Consumers became mobile.
C)Supermarkets and department stores proliferated.
D)Customer relationship management systems were developed.
E)The Internet grew rapidly.

Question 50

In ___________, company representatives use multiple communication channels to support the communications preferences of customers.

A)telesales rooms
B)group decision support rooms
C)videoconferencing centres
D)sales team meetings
E)customer interaction centres

Question 51

Which of the follow statements is false about customer interaction centres (CIC)?

A)A call centre is an example of a CIC.
B)A Help Desk is an example of a CIC.
C)In outbound telesales the sales person contacts the customer.
D)In inboard telesales the customer calls the CIC.
E)Live chat provides an advantage over telephone conversations.

Question 52

Which of the following statements is false?

A)Data consolidation and 360-degree view mean the same thing.
B)Data about customers in various functional areas was difficult to share.
C)Collaborative CRM systems enable customers to provide direct feedback to the organization.
D)CRM systems use a data warehouse to make all customer data available to every unit of the business.
E)Organizations can use blogs for customer input about their products and services.

Question 53

The sales, marketing, and service functions are part of:

A)CRM
B)analytical CRM
C)operational CRM
D)collaborative CRM
E)transactional CRM

Question 54

Which of the following best describes CRM?

A)It's a process.
B)It's a set of technologies.
C)It's an information system.
D)It's a way of thinking and acting.
E)It's a set of decisions.

Question 55

Which of the following is the most important enabler of the 360-degree view of the customer across an organization?

A)The organization's database
B)The organization's data warehouse
C)The organization's CRM systems
D)The organization's collaborative CRM systems
E)The organization's analytical CRM systems

Question 56

Flows in the supply chain are uni-directional.

Question 57

Which of the following is not a customer touch point?

A)Telephone contact
B)E-mail
C)Websites
D)Customer visits to a store
E)None of these-all are touch points

Question 58

Dell uses a pull model.

Question 59

____________ is the component of an operational CRM system that automatically records all the aspects in a sales transaction process.

A)Inbound telesales
B)Outbound telesales
C)Sales team efforts
D)Sales force automation
E)The customer help desk

Question 60

Vertical integration is the same thing as disintermediation.

Question 61

You are in the market for a small economy car. The salesperson has you drive the economy car and then hands you the keys to a mid-size car of the same brand for you to drive. The salesperson is engaged in:

A)upselling
B)cross-selling
C)bundling
D)customer relationship management
E)customer intimacy

Question 62

_______ is the time between the receipt of incoming goods and the dispatch of finished, outbound products.

A)Inventory turnover
B)Inventory velocity
C)Inventory speed
D)Inventory time
E)Inventory production

Question 63

A(n)___________ refers to the flow of materials, information, money, and services from raw material suppliers through factories and warehouses, to the end customers.

A)demand chain
B)business process
C)manufacturing process
D)supply chain
E)enterprise resource process

Question 64

_________ is a sales strategy where the business person will provide to customers the opportunity to purchase higher-value related products.

A)Bundling
B)Upselling
C)Re-selling
D)Additional selling
E)Cross-selling

Question 65

Packaging, assembly, or manufacturing take place in which segment of the supply chain?

A)Upstream
B)Internal
C)Downstream
D)External
E)None of these

Question 66

___________ are simple tools for answering repetitive customer questions.

A)Personalized web pages
B)Customized products and services
C)Frequently asked questions
D)E-mail systems
E)Automated response systems

Question 67

Trends that have led to the supply chain concept include all of the following except:

A)Modern organizations are focusing on their core competencies.
B)Modern organizations are concentrating on becoming more agile and flexible.
C)Modern organizations are buying their suppliers in order to have more transparency along the supply chain.
D)Modern organizations are relying on other companies to supply necessary goods and services.
E)Modern organizations are relying on an increasing number of suppliers.

Question 68

________ creates statistical models of customer behaviour and the value of customer relationships over time.

A)CRM
B)Analytical CRM
C)Operational CRM
D)Collaborative CRM
E)Transactional CRM

Question 69

A company's organization and processes for distributing and delivering products to its final customers is the:

A)suppliers' chain
B)external supply chain
C)upstream portion of the supply chain
D)downstream portion of the supply chain
E)entire supply chain

Question 70

______ is a form of _______.

A)Upselling, re-selling
B)Bundling, cross-selling
C)Upselling, bundling
D)Cross-selling, re-selling
E)Re-selling, additional selling

Question 71

________ is the practice of marketing additional related products to customers based on a previous purchase.

A)Bundling
B)Upselling
C)Re-selling
D)Additional selling
E)Cross-selling

Question 72

_____________ is the ability for all organizations in a supply chain to access or view relevant data on purchased materials as these materials move through their suppliers' production processes and transportation networks to their receiving docks.

A)Supply chain visibility
B)Horizontal integration
C)Vertical integration
D)Supply chain intelligence
E)Supply chain integration

Question 73

Which of the following statements about loyalty programs is false?

A)Loyalty programs work when there is a high frequency of repeat purchases.
B)Loyalty programs work when there is not personal customization.
C)The purpose of loyalty programs is to influence future behaviour.
D)The purpose of loyalty programs is to reward past behaviour.
E)Loyalty programs are a customer-touching application.

Question 74

A company's suppliers, suppliers' suppliers, and the processes for managing them is the:

A)suppliers' chain
B)external supply chain
C)upstream portion of the supply chain
D)downstream portion of the supply chain
E)entire supply chain

Question 75

A check-in kiosk at the airport would be what type of CRM application?

A)Inbound telesales
B)Customer touching
C)Outbound telesales
D)Sales
E)Customer facing

Question 76

Potential problems with on-demand CRM include all of the following except:

A)It increases costs for the organization.
B)The vendor could prove unreliable.
C)It's difficult to modify hosted software.
D)It may be difficult to integrate hosted software with existing software in the organization.
E)Giving strategic data to a vendor is risky.

Question 77

The benefits of open-source CRM include all of the following except:

A)It is easy to customize.
B)It is favourably priced.
C)It has more functionality than in-house CRM systems.
D)Updates and error fixes occur rapidly.
E)It has extensive support information available.

Question 78

Rogers Communications sells telephone services that include local and long-distance service, voice mail service, caller ID, and digital subscriber line access to the Internet. This is a form of:

A)upselling
B)cross-selling
C)bundling
D)customer relationship management
E)customer intimacy

Question 79

__________ systems study customer behaviour and perceptions to provide business intelligence.

A)CRM
B)Collaborative CRM
C)Operational CRM
D)Analytical CRM
E)Transactional CRM

Question 80

_________ is a CRM system that is hosted by an external vendor in the vendor's data centre.

A)Mobile CRM
B)Analytical CRM
C)Operational CRM
D)On-demand CRM
E)Customer-facing CRM