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Homework answers / question archive / University of Houston, Downtown MBA 6208 1)The aim of customer relationship management is to produce high customer                      

University of Houston, Downtown MBA 6208 1)The aim of customer relationship management is to produce high customer                      

Management

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

 

  1.   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

 

  1. 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

 

  1.                      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

 

  1.                      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

 

  1. 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

 

  1. 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

 

  1.                      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

 

  1.                      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

 

  1. 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

 

  1. 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

 

  1. 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

 

  1.                      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

 

  1. 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

 

  1. 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

 

  1. 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.

 

  1.                      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

 

  1. 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

 

  1. 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

 

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

 

 

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

 

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

 

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

 

 

 

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

 

assess market potential and demand is focused on capturing marketing insights.

 

  1. Loyal customers are the best ambassadors for a brand.

 

  1. Customers who load up with personalized options in their BMWs — generating more profitability for BMW and its dealers — are less loyal.

 

 

  1. The Coca-Cola Freestyle dispensing machine, which can dispense 125 sparkling and still drinks that consumers can mix via a touchscreen allowing consumers to create a beverage to suit their particular taste, is an example of permission marketing.

 

 

  1. Villy Custom Bicycles come in a variety of mix and match colors and styles so consumers can design their own. This is an example of personalizing the product.

 

 

  1. The overall rate of ad blocking on Web browsers is 22 percent.

 

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