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Marketing Study Set 20

Business

Quiz 15 :

Customer Relationship Management

Quiz 15 :

Customer Relationship Management

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The order cycle is a firm's ability and willingness to provide fast service, answer customer inquiries, and resolve problems.
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True False
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False

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The ultimate goal of delivering superior customer service is to increase brand recognition.
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True False
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False

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A company that makes its practices, policies, and future plans available to customers is practicing transparency.
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True

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The fill rate measures the percentage of the total number of items on the order that the firm shipped on time.
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Ease of doing business refers to the amount of effort required on the part of a customer when dealing with a firm.
True False
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Customer relationship management is an overall strategy that unifies a company's activities with the goal of achieving customer satisfaction through the right actions, attitudes, and systems.
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If the items ordered are worth $15,450, and the items shipped are worth $13,998, then the dollar fill rate is approximately 91 percent.
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At the pre-transaction point, the firm measures the accuracy and timeliness of the information fed back to a customer concerning product availability and delivery dates.
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On-time delivery measures how many shipments are shipped on time.
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A key element of clientelling is empowering salespersons to provide an exceptional experience for the customer.
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Customer-driven companies strive to delight, rather than simply satisfy, their customers.
True False
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Firms develop a reputation for reliability by establishing effective inventory management policies, performing accurate sales forecasts, and maintaining effective transportation and distribution operations.
True False
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When customer perceptions of value differ widely, a one-size-fits-all customer service policy will be most effective at ensuring the majority of customers will become loyal customers.
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While poor customer service is almost guaranteed to frustrate customers, having good customer service will always make customers happy.
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A customer's negative experiences with a company do not carry as much weight as the positive experiences.
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Relationship marketing is a strategy that focuses on attracting, maintaining, and enhancing customer relationships, thus building brand loyalty.
True False
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Firms with a customer orientation set an expectation that all employees should seek to provide value to the customer in a way that meets, or hopefully exceeds, the customer's expectations.
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Companies want to capture and retain customers that will be not only loyal but also profitable, which often means targeting as many customers as possible with whom to do business.
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A company initiates the CRM process by gathering specific customer information.
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Anything a company does that directly touches the customer falls under the realm of customer service.
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