Question 1

Hudson's Bay Company in Canada operates The Bay,Zellers,Home Outfitters,and Hbc.com.At each of its stores and its Web site,it gives HBC Rewards that enable members to earn points,which can be redeemed in the HBC Rewards catalog for various items,including travel,leisure and entertainment items,Air Miles reward miles,or Bay and Zellers gift certificates.To use the system,customers have to provide their HBC card number.This reward program enables Hudson's Bay to engage in _____ interactions with its customers.
A)point-of sale and Web-based
B)customer-centric and technology-centric
C)retail-centric and Web-based
D)transaction-based and retail-centric
E)point-of-sale and retail-centric

Accepted Answer

Because Hudson's Bay does business at its stores and at its Web site,it engages in both point-of-sale and Web-based interactions.

Question 2

A(n)_____ is the point at which a customer and a company representative exchange information and develop learning relationships.
A)social contact
B)interaction
C)empowering moment
D)equilibrium point
E)transactional dyad

Accepted Answer

An interaction is a touch point at which a customer and a company representative exchange information and develop learning relationships,but with CRM,it is the customer,not the organization,that defines the terms of the interaction.

Question 3

_____ interactions occur when customers buy products in a store.
A)Point-of-sale
B)Relationship-based
C)Cost-based
D)Retail-centric
E)Distribution-focused

Accepted Answer

The information provided is then used for marketing and merchandising activities.

Question 4

Communications between customers and organizations that occur in stores or at information kiosks are called:
A)live interactions.
B)point-of-sale interactions.
C)empowerment points.
D)survey interactions.
E)product interactions.

Accepted Answer

Point-of-sale interactions occur in stores or at information kiosks.

Question 5

The traditional approach for acquiring data from customers is through:
A)encoding devices.
B)media.
C)feedback mechanisms.
D)channel interactions.
E)public relations.

Accepted Answer

Channel interactions include store visits,conversations with salespeople,interactions via the Web,traditional phone conversations,and wireless communications.

Question 6

_____ refers to the latitude organizations give their representatives to negotiate mutually satisfying commitments with customers.
A)Consumer learning
B)Customerization
C)Empowerment
D)Autonomy
E)Interaction

Accepted Answer

Empowerment is the delegation of authority to solve customers' problems quickly--usually by the first person the customer notifies regarding the problem.

Question 7

Which of the following would be an example of "social" CRM?
A)Placing a phone call to a local department store
B)Leaving a comment on a company's blog
C)Mailing a survey card back to an organization
D)Telling a friend about your experience with an online retailer
E)All of the above are examples of "social" CRM

Accepted Answer

Social CRM incorporates social media with the best of traditional CRM.

Question 8

Zappos is an online shoe and apparel retailer that promotes the highest quality of customer service by maintaining the importance of each _____,the point at which customer and store personnel exchange information and develop learning relationships.
A)moment of truth
B)intervention
C)data capture
D)response situation
E)interaction

Accepted Answer

An interaction is the point at which a customer and a company representative exchange information and develop learning relationships.

Question 9

Customer-centric is an internal management philosophy similar to:
A)utilitarianism.
B)Herzberg's theory of motivation.
C)the equity theory.
D)the marketing concept.
E)consumerism.

Accepted Answer

Under this philosophy,the company customizes its product and service offering based on data generated through interactions between the customer and the company.

Question 10

The Detroit Tigers,a Major League Baseball team,used customer satisfaction surveys of season ticket holders to determine why the number of season ticket holders was declining.This survey was an example of a(n):
A)touch point.
B)focus area.
C)data search.
D)information recognizance.
E)observational point.

Accepted Answer

Touch points are all areas of the business where customers have contact with the company and data may be gathered and used to guide and direct the decision making within that business unit.

Question 11

When Sony PlayStation users want to access amenities on the Sony Web site,they are required to log in and supply information such as their name,e-mail address,and birth date.They are also given the opportunity to complete a survey that captures much more information about them and their gaming habits.Sony gathers this information and makes it available internally to better serve the customer.This is an example of a company using:
A)learned research.
B)stimulus/response marketing.
C)knowledge management.
D)sales-oriented marketing.
E)motivational research.

Accepted Answer

Knowledge management is the process by which learned information from customers is centralized and shared in order to enhance the relationship between customers and the organization.

Question 12

_____ is the process by which learned information from customers is centralized and shared in order to enhance the relationship between customers and the organization.
A)Knowledge management
B)Learning
C)Database marketing
D)Interactive marketing
E)Information marketing

Accepted Answer

This is the definition of knowledge management.

Question 13

Les Ailes de la Mode,a Quebec retail store that promotes the highest quality of customer service,has not only established itself as a top retailer in the province but also has a credit card and point program company,a cataloger and Internet seller,and even a publisher.Through gathering customer information for its credit cards and point program,through catalog and Internet orders,and through subscriptions to its publications,Les Ailes de la Mode has created several different:
A)focus areas.
B)touch points.
C)interrelationship promotions.
D)distribution channels.
E)sources of distribution information.

Accepted Answer

Touch points are all areas of the business where customers have contact with the company and data may be gathered and used to guide and direct the decision making within that business unit.

Question 14

Best Buy's Performance Service Plan (PSP)guarantees products against damage and malfunctioning.All initial purchase contact information is kept in the customer database,along with copies of the PSP.If a customer calls Best Buy with a problem,the representative will have access to all this information and can either help the customer or refer him or her to another representative.The availability of this customer information tends to:
A)reduce customer calls.
B)empower employees.
C)encourage referrals to other employees.
D)hurt employee morale.
E)increase the need for management supervision.

Accepted Answer

Empowerment refers to the latitude organizations give their representatives to negotiate mutually satisfying commitments with customers.

Question 15

In a CRM environment,_____ is defined as an informal process of collecting customer data through customer comments and feedback on product or service performance.
A)leveraging
B)knowledge management
C)interaction
D)data mining
E)learning

Accepted Answer

This is the definition of learning (in a CRM environment).

Question 16

In a CRM system,_____ are all areas of the business where customers have contact with the company and data may be gathered and used to guide and direct the decision making within that business unit.
A)touch points
B)focus points
C)data mining points
D)information search periods
E)observational points

Accepted Answer

Customers provide data through these various touch points.

Question 17

Following the customer-centric approach,an interaction can occur through:
A)a salesperson.
B)a tweet or Facebook posting.
C)a phone call.
D)a survey response.
E)all of the above.

Accepted Answer

Any activity or touch point a customer has with an organization,either directly or indirectly,constitutes an interaction.

Question 18

Best Buy instituted a system in all of its stores that customizes their product offerings for the five key customer segments it has identified: affluent professional males,young entertainment enthusiasts,upscale suburban moms,families who are practical technology adopters,and small businesses with fewer than 20 employees.This focus implies that Best Buy is:
A)ethnocentric.
B)demand based.
C)sales-centric.
D)supply based.
E)customer-centric.

Accepted Answer

A customer-centric focus is an internal management philosophy to the marketing concept.

Question 19

Apple,Inc.has stores,a Web site,and a toll-free phone number where consumers can provide valuable information to the company in developing a CRM system.All these possible areas of the company where consumers can communicate with the business are called:
A)touch points.
B)focus areas.
C)data mining.
D)information search periods.
E)experimental points.

Accepted Answer

In a CRM system,touch points are all areas of the business where customers have contact with the company and data may be gathered and used to guide and direct the decision making within that business unit.

Question 20

Sony wants to build long-lasting relationships by focusing on what satisfies and retains their customers.For example,Sony's PlayStation Web site is designed to create a community of users who can join PlayStation Underground where they will "feel like they belong to a subculture of intense gamers." Sony evidently:
A)is sales oriented.
B)has a standardization focus.
C)is ethnocentric.
D)has a customer-centric focus.
E)is product oriented.

Accepted Answer

A customer-centric focus is an internal management philosophy similar to the marketing concept.

Quiz 21: Customer Relationship Management Crm

A(n) _____ is the point at which a customer and a company representative exchange information and develop learning relationships.

_____ interactions occur when customers buy products in a store.

Communications between customers and organizations that occur in stores or at information kiosks are called:

The traditional approach for acquiring data from customers is through:

_____ refers to the latitude organizations give their representatives to negotiate mutually satisfying commitments with customers.

Which of the following would be an example of "social" CRM?

Zappos is an online shoe and apparel retailer that promotes the highest quality of customer service by maintaining the importance of each _____,the point at which customer and store personnel exchange information and develop learning relationships.

Customer-centric is an internal management philosophy similar to:

The Detroit Tigers,a Major League Baseball team,used customer satisfaction surveys of season ticket holders to determine why the number of season ticket holders was declining.This survey was an example of a(n) :

_____ is the process by which learned information from customers is centralized and shared in order to enhance the relationship between customers and the organization.

In a CRM environment,_____ is defined as an informal process of collecting customer data through customer comments and feedback on product or service performance.

In a CRM system,_____ are all areas of the business where customers have contact with the company and data may be gathered and used to guide and direct the decision making within that business unit.

Following the customer-centric approach,an interaction can occur through:

Apple,Inc.has stores,a Web site,and a toll-free phone number where consumers can provide valuable information to the company in developing a CRM system.All these possible areas of the company where consumers can communicate with the business are called: