University of Houston, Downtown

MBA 6208

1)The aim of customer relationship management is to produce high customer                       .

1. integrity
2. loyalty
3. innovation
4. liability
5. equity

2.   is the process of carefully managing detailed information about individual customers and all customer "touch points" to maximize loyalty.

1. Customer relationship management
2. Customer lifetime value
3. Customer profitability analysis
4. Customer satisfaction analysis
5. Customer-value delivery

3. Customer relationship management enables companies to provide excellent real-time customer service through the effective use of             .

1. reports from mystery shoppers
2. survey data from customers who have defected
3. market research
4. individual account information
5. demographic trend data

4.                      marketing is based on the premise that marketers can no longer use "interruption marketing" via mass media campaigns.

1. Relationship
2. Permission
3. Database
4. Internet
5. Horizontal

5.                      marketing is the practice of sending messages only when consumers express a willingness to become more involved with the brand.

1. Relationship
2. Permission
3. Cause
4. Defensive
5. Horizontal

6. Some customers inevitably become inactive or drop out. The challenge for marketers is to reactivate them through

                     strategies.

1. win-back
2. retention
3. defection
4. sell-out
5. recuperation

7. A                      is an organized collection of comprehensive information about individual customers or prospects that is current, accessible, and actionable for lead generation, lead qualification, sale of a product or service, or maintenance of customer relationships.

1. customer database
2. customer mailing list
3. customer-performance scorecard
4. customer profitability analysis
5. customer-value hierarchy

8.                      describes the company's optimization of the value of its customer base.

1. Customer relationship management
2. Behavioral targeting
3. Customer value management
4. Terminal marketing
5. Personalized marketing

9.                      focuses on the analysis of individual data on prospects and customers to develop marketing strategies to acquire and retain customers and drive customer behavior.

1. Permission marketing
2. Customer value management
3. Behavioral targeting
4. Customer relationship management
5. Terminal marketing

10. BMW is                       the customer experience when it offers 500 side-mirror combinations, 1,300 front bumper combinations, and 9,000 center-console combinations and provides new buyers a video link to watch their car being "born" while waiting for delivery.

1. identifying
2. synthesizing
3. integrating
4. acknowledging
5. personalizing

11. To exploit the power of social media, marketers need to create tangible value for consumers, which can come from all of the following EXCEPT  .

1. discounts
2. coupons
3. information
4. solicitations
5. special offers

12. After being frustrated by the lack of detailed, reliable, and up-to-date information available to help him decide where to go on a Mexican holiday, Stephen Kaufer founded       in 2001.

1. TripAdvisor
2. Wanderfly
3. EveryTrail
4. Starwood
5. Expedia

13.                      helps companies manage and monitor online reviews using a process called device fingerprinting.

1. Gawker
2. Bazaarvoice
3. Metacritic
4. Angie's List
5. Technorati

14. A Forrester study of 10,000 consumers of Amazon.com's electronics and home and garden products found that

                     percent found negative reviews helpful.

1. 20
2. 30
3. 40
4. 50
5. 60

15. Sites such as Bizrate.com, Shopping.com, and PriceGrabber.com, and Epinions.com and Yelp.com, which let customers share information about their product and service experiences with others, reflect an increase in customer

                   .

1. ambiguity
2. empowerment
3. privacy
4. diplomacy
5. empathy

16. Which of the following is NOT a touch point for a hotel?

1. reservations
2. frequent-stay programs
3. room service
4. laundry service
5. All of the above are touch points.

17.                      marketing is about making sure the brand and its marketing are as personally relevant as possible to as many customers as possible — a challenge, given that no two customers are identical.

1. Personalizing
2. Permission
3. Identification
4. Database
5. Integrated

18. Which of the following was NOT part of the British Airways "Know Me" program?

1. centralization of information about frequent fliers into a single database
2. identification of each customer's seating location and previous flight, meal, and complaint history
3. infiltration of coach class by mystery shoppers
4. generation of 4,500 daily messages to recognize passengers
5. distribution of 2,000 iPads to crew members and ground staff to aid information dissemination and stimulate passenger recognition

19. Activists used                      to populate the Internet with unflattering information about Nike.

1. banner ads
2. YouTube videos
3. goodwill
4. search engine optimization
5. brand studies

20. The aim of customer relationship management is to keep the costs of meeting and tracking consumers as low as possible.

21. A customer touch point is when the customer makes a purchase.

22. Permission marketing presumes that consumers know what they want.

23. A marketer who wants to position his line of cameras as the "Cadillac" of all cameras is focused on connecting with customers.

24. A marketer who is using a reliable marketing information system to monitor the marketing environment so s/he can