Deck 11: CRM and SCM

Question 1

________ is a CRM operation in which organizational representatives use multiple channels to communicate with customers.

A)CIC
B)CMA
C)JIT
D)SFA

Answer 1

A

Question 2

Amazon uses a _________-end CRM system because it ________.

A)low; coordinates staff activities in a campaign to sell its products
B)low; recommends products to returning customers
C)high; coordinates staff activities in a campaign to sell its products
D)high; recommends products to returning customers

Answer 2

B

Question 3

________ is a software company that compares a homeowner's energy use to the average energy use of his or her neighbors.

A)eMarketer
B)GSN Games
C)OPower
D)Rocket Fuel

Answer 3

C

Question 4

________ uses location-based service data to help customers track their children in public.

A)Nivea
B)Rocket Fuel
C)The Golden State Warriors
D)Tring 313

Question 5

________ uses location-based service data to send coupons and other offers to customers smartphones when they are close to a store.

A)Nivea
B)Rocket Fuel
C)The Golden State Warriors
D)Tring 313

Question 6

Operational CRM systems support _________-office business processes or processes that _________.

A)back; directly interact with customers
B)back; do not directly interact with customers
C)front; directly interact with customers
D)front; do not directly interact with customers

Question 7

Boeing uses a _________-end CRM system because it ________.

A)low; coordinates staff activities in a campaign to sell its products
B)low; recommends products to returning customers
C)high; coordinates staff activities in a campaign to sell its products
D)high; recommends products to returning customers

Question 8

________ are/is a customer-touching CRM application.

A)CMAs
B)CIC
C)FAQs
D)SFA

Question 9

Businesses use customer ________ to create highly individualized offers that customers are more likely to accept.

A)customization
B)intimacy
C)personalization
D)virality

Question 10

The optimal result of the organization's CRM efforts is to ________ the number of high-value repeat customers while ________ customer churn.

A)maximize; maximizing
B)maximize; minimizing
C)minimize; maximizing
D)minimize; minimizing

Question 11

Operational CRM systems support __________-office business processes.

A)back
B)east
C)front
D)west

Question 12

________ uses AI to predict the best ad to present to a given customer who is visiting a particular web page.

A)eMarketer
B)GSN Games
C)OPower
D)Rocket Fuel

Question 13

________ is the customer's potential revenue stream over a number of years.

A)Customer churn
B)Customer life cycle
C)Lifetime value
D)Market capitalization

Question 14

________ is a customer-facing CRM application.

A)E-mail
B)FAQ
C)Search
D)SFA

Question 15

Which of the following is FALSE of persuasive technologies?

A)They are designed to influence people's behavior and change their attitudes.
B)They are only used for consumer habit formation.
C)They can be so well designed that they are essentially invisible.
D)They can provide consumers with better service and more suitable offerings.

Question 16

________ uses location-based service data to help customers upgrade their seats.

A)Nivea
B)Rocket Fuel
C)The Golden State Warriors
D)Tring 313

Question 17

________ systems are important because customers are ________ powerful than ever; these systems put the intimacy back into customer service.

A)CRM; less
B)CRM; more
C)SCM; less
D)SCM; more

Question 18

The Golden State Warriors use ________ to improve service and deepen fan loyalty.

A)E-commerce services
B)ERP
C)location-based services
D)SCM

Question 19

________ is the loss of a certain percentage of customers over time.

A)Customer churn
B)Customer life cycle
C)Lifetime value
D)Market capitalization

Question 20

________ is the number of shares of the company's stock outstanding multiplied by the price per share of the stock.

A)Customer churn
B)Customer life cycle
C)Lifetime value
D)Market capitalization

Question 21

________ is an analytical CRM technology.

A)CMA
B)OLAP
C)OLTP
D)SFA

Question 22

Analytical CRM systems provide ________ by analyzing customer behavior and perceptions.

A)BI
B)CIC
C)ERP
D)SFA

Question 23

A ________ system is a comprehensive source of information regarding products and services.

A)contact management
B)product knowledge
C)sales forecasting
D)sales lead tracking

Question 24

A call center is a _________.

A)CIC
B)CMA
C)JIT
D)SFA

Question 25

A ________ system is a mathematical technique for estimating future sales.

A)contact management
B)product knowledge
C)sales forecasting
D)sales lead tracking

Question 26

Your cable company sells you package deal with internet,phone,and TV.This is an example of __________.

A)bundling
B)cross-selling
C)downselling
D)upselling

Question 27

________ is a strategy in which the salesperson provides customers with the opportunity to purchase related products or services of greater value in place of,or along with,the consumer's initial product or service selection.

A)Bundling
B)Cross-selling
C)Downselling
D)Upselling

Question 28

Which of the following is NOT a reason Priceline.com moved to a new customer contact center?

A)Contact options
B)Competition
C)Cost
D)Customer growth

Question 29

Priceline.com emphasizes its customer-_________ option on its website; Priceline.com uses a customer-__________ option for complex phone inquiries.

A)facing; facing
B)facing; touching
C)touching; facing
D)touching; touching

Question 30

You want to buy a 65" TV,but a sales representative talks you into the 70" TV because it is only a little more expensive and will still fit nicely into that spot on your wall.This is an example of ________.

A)bundling
B)cross-selling
C)downselling
D)upselling

Question 31

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

A)Bundling
B)Cross-selling
C)Downselling
D)Upselling

Question 32

Amazon's recommender system is an example of ________.

A)bundling
B)cross-selling
C)downselling
D)upselling

Question 33

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

A)CIC
B)CMA
C)JIT
D)SFA

Question 34

_________ commerce refers to the intersection of messaging apps and shopping; that is,the trend toward interacting with businesses through messaging and chat apps.

A)Conversational
B)Electronic
C)Location-based
D)Mobile

Question 35

________ is when a business sells a group of products or services together at a lower price than their combined individual prices.

A)Bundling
B)Cross-selling
C)Downselling
D)Upselling

Question 36

A _________ system lists potential customers or customers who have purchased related products; that is,products similar to those that the salesperson is trying to sell to the customer.

A)contact management
B)product knowledge
C)sales forecasting
D)sales lead tracking

Question 37

WeChat is _________'s massive social media site.

A)Africa
B)China
C)Europe
D)India

Question 38

A ________ system tracks all communications between the company and the customer,the purpose of each communication,and any necessary follow-up.

A)contact management
B)product knowledge
C)sales forecasting
D)sales lead tracking

Question 39

________ is NOT an important technology in analytical CRM systems.

A)BI
B)Campaign management
C)Data mining
D)OLAP

Question 40

________ originally managed Priceline.com's customer management system.

A)HR
B)IT
C)Marketing
D)Product management

Question 41

________ CRM systems are purchased from a vendor and then installed on site.

A)On-demand
B)On-premise
C)Mobile
D)Social

Question 42

________ CRM systems are hosted by an external vendor in the vendor's data center.

A)On-demand
B)On-premise
C)Mobile
D)Social

Question 43

Which of the following does NOT help with managing supply chain information?

A)CRM
B)GPS
C)RFID
D)SCM

Question 44

It is really important that your customers are able to contact you anytime,anywhere,from any device.This suggests you should implement a(n)________ CRM system.

A)on-demand
B)on-premise
C)open-source
D)mobile

Question 45

Sourcing and procurement from external suppliers are ________ activities.

A)downstream
B)internal
C)upstream
D)irrelevant

Question 46

________ CRM systems use social media technology and services to enable organizations to engage their customers in a collaborative conversation in order to provide mutually beneficial value in a trusted and transparent manner.

A)On-demand
B)On-premise
C)Open-source
D)Social

Question 47

You decide to purchase Oracle's Netsuite CRM+ system.This is an example of a(n)________ CRM system.

A)on-demand
B)on-premise
C)mobile
D)social

Question 48

The Royal Bank of Scotland's bot,called Luvo,_________.

A)allows customers to describe what they are looking for instead of just choosing from standard options
B)asks shoppers to input their skin type and then suggests beauty tips and products tailored to their needs
C)automates the simple but time-consuming process of requesting sick leave
D)provides a list of recommendations and enables customers to have a real-time dialogue with the bot

Question 49

Morton's Steakhouse utilized a(n)________ CRM system to surprise a customer with a meal.

A)mobile
B)open-source
C)real-time
D)social

Question 50

Using a bot on Kik,Sephora __________.

A)allows customers to describe what they are looking for instead of just choosing from standard options
B)asks shoppers to input their skin type and then suggests beauty tips and products tailored to their needs
C)automates the simple but time-consuming process of requesting sick leave
D)provides a list of recommendations and enables customers to have a real-time dialogue with the bot

Question 51

________ CRM systems have source code that is available to developers and users.

A)On-demand
B)On-premise
C)Open-source
D)Social

Question 52

Sentient Technologies' bot __________.

A)allows customers to describe what they are looking for instead of just choosing from standard options
B)asks shoppers to input their skin type and then suggests beauty tips and products tailored to their needs
C)automates the simple but time-consuming process of requesting sick leave
D)provides a list of recommendations and enables customers to have a real-time dialogue with the bot

Question 53

Overstock's chatbot,called Mila,_________.

A)allows customers to describe what they are looking for instead of just choosing from standard options
B)asks shoppers to input their skin type and then suggests beauty tips and products tailored to their needs
C)automates the simple but time-consuming process of requesting sick leave
D)provides a list of recommendations and enables customers to have a real-time dialogue with the bot

Question 54

________ is the best-known on-demand CRM vendor.

A)Microsoft
B)Oracle
C)Salesforce
D)SAP

Question 55

The concept of ________ is also known as utility computing or ________.

A)on-demand; ERP
B)on-demand; SaaS
C)on-premise; ERP
D)on-premise; SaaS

Question 56

________ CRM systems are interactive systems that enable organizations to conduct communications related to sales,marketing,and customer service activities through portable devices for the purpose of building and maintaining relationships with its customers.

A)On-demand
B)On-premise
C)Open-source
D)Mobile

Question 57

Southwest Airlines utilized a(n)________ CRM system to rearrange a customer's flight schedule to get to her comatose son.

A)mobile
B)open-source
C)real-time
D)social

Question 58

Above all,you want to implement the cheapest CRM system available.You are willing to accept any risks associated with this,so you would want to implement a(n)________ CRM system.

A)mobile
B)on-premise
C)open-source
D)social

Question 59

________ is a chatbot that had to be removed because it was abused by consumers.

A)Kik
B)Luvo
C)Mila
D)Tay

Question 60

You purchase the raw metal,glass,and leather to manufacture your new car from various suppliers.You are conducting business ________.

A)downstream
B)internally
C)upstream
D)foolishly

Question 61

________ flows consist of data related to demand,shipments,orders,returns,and schedules,as well as changes in any of these data.

A)Financial
B)Information
C)Material
D)Supply

Question 62

Packing,assembly,or manufacturing are ________ activities.

A)downstream
B)internal
C)upstream
D)irrelevant

Question 63

________ flows involve money transfers,payments,credit card information and authorization,payment schedules,e-payments,and credit-related data.

A)Financial
B)Information
C)Material
D)Supply

Question 64

The push model is also called ________ which means the production process begins with a ________.

A)make-to-order; customer order
B)make-to-order; forecast
C)make-to-stock; customer order
D)make-to-stock; forecast

Question 65

________ flows are the physical products,raw materials,supplies,and so forth that flow along the chain.

A)Financial
B)Information
C)Material
D)Supply

Question 66

The ________ component of SCM is often referred to as logistics.

A)deliver
B)make
C)plan
D)return
E)source

Question 67

________ refers to erratic shifts in orders up and down the supply chain.

A)JIT
B)The bullwhip effect
C)Vertical integration
D)VMI

Question 68

Distribution is a(n)________ activity.

A)downstream
B)internal
C)upstream
D)irrelevant

Question 69

The pull model is also called ________ which means the production process begins with a ________.

A)make-to-order; customer order
B)make-to-order; forecast
C)make-to-stock; customer order
D)make-to-stock; forecast

Question 70

In the ________ component of SCM,supply chain managers create a responsive and flexible network for receiving defective,returned,or excess products back from their customers,as well as for supporting customers who have problems with delivered products.

A)deliver
B)make
C)plan
D)return
E)source

Question 71

You use FedEx and UPS to ship your products to customers.This is an example of a(n)________ activity.

A)downstream
B)internal
C)upstream
D)irrelevant

Question 72

The ________ component of SCM is the most metric-intensive part of the supply chain in which organizations measure quality levels,production output,and worker productivity.

A)deliver
B)make
C)plan
D)return
E)source

Question 73

In the ________ component of SCM,organizations choose suppliers to deliver the goods and services they need to create their product or service.

A)deliver
B)make
C)plan
D)return
E)source

Question 74

Organizations must have a strategy for managing all the resources that are involved in meeting customer demand for their product or service.This strategy is developed in the ________ component of SCM.

A)deliver
B)make
C)plan
D)return
E)source

Question 75

You work on the assembly line of a BMW in South Carolina.This is a(n)________ activity.

A)downstream
B)internal
C)upstream
D)irrelevant

Question 76

In the ________ component of SCM,supply chain managers schedule the activities necessary for production,testing,packaging,and preparation for delivery.

A)deliver
B)make
C)plan
D)return
E)source

Question 77

In the ________ component of SCM,organizations coordinate the receipt of customer orders,develop a network of warehouses,select carriers to transport their products to their customers,and create an invoicing system to receive payments.

A)deliver
B)make
C)plan
D)return
E)source

Question 78

In the ________ component of SCM,supply chain managers develop pricing,delivery,and payment processes with suppliers,and they create metrics to monitor and improve their relationships with their suppliers.

A)deliver
B)make
C)plan
D)return
E)source

Question 79

In the ________ component of SCM,supply chain managers develop processes for managing their goods and services inventory.

A)deliver
B)make
C)plan
D)return
E)source

Question 80

The pull model is also known as ________ which is closely aligned with mass ________.

A)make-to-order; customization
B)make-to-order; production
C)make-to-stock; customization
D)make-to-stock; production