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61) Briefly describe the information flow element of a supply chain.
Difficulty: Moderate
Learning Obj.: 8.1: Describe supply chain management systems and how they help to improve
business-to-business processes.
Classification: Concept
62) Explain the importance of supply chain analytics.
Difficulty: Moderate
Learning Obj.: 8.1: Describe supply chain management systems and how they help to improve
business-to-business processes.
Classification: Concept
63) Describe the advantages of radio frequency identification (RFID) over standard bar code
technologies.
Difficulty: Moderate
Learning Obj.: 8.1: Describe supply chain management systems and how they help to improve
business-to-business processes.
Classification: Concept
21
64) Which of the following is a main objective of customer relationship management
applications focusing on downstream information flows?
A) to track global spending on suppliers
B) to encourage the bullwhip effect
C) to develop demand forecasts
D) to portray a positive corporate image
E) to collaborate demand and production planning
Difficulty: Moderate
Learning Obj.: 8.2: Describe customer relationship management systems and how they help to
improve the activities involved in promoting and selling products to customers as well as
providing customer service and nourishing long-term relationships.
Classification: Concept
65) Which of the following portrays the individualized service benefit of a customer relationship
management (CRM) system?
A) learning how each customer defines product and service quality so that customized product,
pricing, and services can be designed or developed collaboratively
B) providing product information, sales status, support information, issue tracking, and so on
C) integrating all information for all points of contact with the customers so that all who interact
with customers have the same view and understand current issues
D) providing integrated information which removes information handoffs thereby speeding both
sales and support processes
E) enabling improved record keeping and efficient methods of capturing customer complaints
that help to identify and solve problems faster
Difficulty: Easy
Learning Obj.: 8.2: Describe customer relationship management systems and how they help to
improve the activities involved in promoting and selling products to customers as well as
providing customer service and nourishing long-term relationships.
Classification: Concept
22
66) Which of the following portrays the improved product development benefit of a customer
relationship management (CRM) system?
A) learning how each customer defines product and service quality so that customized product,
pricing, and services can be designed or developed collaboratively
B) providing product information, sales status, support information, issue tracking, and so on
C) providing integrated information that removes information handoffs thereby speeding both
sales and support processes
D) enabling improved record keeping and efficient methods of capturing customer complaints
that help to identify problems faster
E) tracking customer behavior over time that helps to identify future opportunities for product
and service offerings
Difficulty: Moderate
Learning Obj.: 8.2: Describe customer relationship management systems and how they help to
improve the activities involved in promoting and selling products to customers as well as
providing customer service and nourishing long-term relationships.
Classification: Concept
67) Which of the following examples portrays the 24/7/365 operation of a customer relationship
management (CRM) system?
A) Web-based interfaces that provide product information, sales status, support information,
issue tracking, and so on
B) enabling improved record keeping and efficient methods of capturing customer complaints
that help to identify problems faster
C) tracking customer behavior over time that helps to identify future opportunities for product
and service offerings
D) App-based technologies that remove information handoffs thereby speeding both sales and
support
processes
E) learning how each customer defines product and service quality so that customized product,
pricing, and services can be designed or developed collaboratively
Difficulty: Moderate
Learning Obj.: 8.2: Describe customer relationship management systems and how they help to
improve the activities involved in promoting and selling products to customers as well as
providing customer service and nourishing long-term relationships.
Classification: Concept
23
68) Which of the following examples explains the improved planning benefit of using a customer
relationship management (CRM) system?
A) enabling improved record keeping and efficient methods of capturing customer complaints
that help to identify problems faster
B) learning how each customer defines product and service quality so that customized product,
pricing, and services can be designed or developed collaboratively
C) providing mechanisms for managing and scheduling sales follow-ups to assess satisfaction,
repurchase probabilities, time frames, and frequencies
D) tracking customer behavior over time that helps to identify future opportunities for product
and service offerings
E) providing integrated information that removes information handoffs thereby speeding both
sales and support processes
Difficulty: Moderate
Learning Obj.: 8.2: Describe customer relationship management systems and how they help to
improve the activities involved in promoting and selling products to customers as well as
providing customer service and nourishing long-term relationships.
Classification: Concept
69) ________ customer relationship management (CRM) includes systems used for automating
the fundamental business processes and for interacting with a customer.
A) Operational
B) Integrated
C) Collaborative
D) Reflective
E) Structured
Difficulty: Easy
Learning Obj.: 8.2: Describe customer relationship management systems and how they help to
improve the activities involved in promoting and selling products to customers as well as
providing customer service and nourishing long-term relationships.
Classification: Concept
24
70) ________ customer relationship management (CRM) systems help to create mass e-mail
marketing campaigns wherein each consumer receives an individualized e-mail based on their
prior purchase history.
A) Structured
B) Operational
C) Analytical
D) Integrated
E) Collaborative
Difficulty: Easy
Learning Obj.: 8.2: Describe customer relationship management systems and how they help to
improve the activities involved in promoting and selling products to customers as well as
providing customer service and nourishing long-term relationships.
Classification: Concept
71) Which of the following is a component of an operational customer relationship management
(CRM) system?
A) sales force automation
B) data warehouse
C) enterprise resource planning system
D) data mining and visualization
E) business intelligence
Difficulty: Easy
Learning Obj.: 8.2: Describe customer relationship management systems and how they help to
improve the activities involved in promoting and selling products to customers as well as
providing customer service and nourishing long-term relationships.
Classification: Concept
72) Identify a key technology in analytical customer relationship management (CRM) systems.
A) failure effect and mode analysis
B) probabilistic risk assessment
C) neural networks
D) data mining
E) cognitive science
Difficulty: Easy
Learning Obj.: 8.2: Describe customer relationship management systems and how they help to
improve the activities involved in promoting and selling products to customers as well as
providing customer service and nourishing long-term relationships.
Classification: Concept
25
73) ________ is the first component of an operational customer relationship management system
that supports a broad range of business processes, such as tracking and managing customer
history and preferences, account and contact management, and order processing and tracking.
A) Enterprise marketing management
B) Sales force automation
C) Data warehousing
D) Execution management
E) Customer service and support
Difficulty: Easy
Learning Obj.: 8.2: Describe customer relationship management systems and how they help to
improve the activities involved in promoting and selling products to customers as well as
providing customer service and nourishing long-term relationships.
Classification: Concept
74) ________ refers to systems that automate requests, complaints, product returns, and
information requests.
A) Data warehouse
B) Enterprise marketing management
C) Customer service and support
D) Execution management
E) Sales force automation
Difficulty: Easy
Learning Obj.: 8.2: Describe customer relationship management systems and how they help to
improve the activities involved in promoting and selling products to customers as well as
providing customer service and nourishing long-term relationships.
Classification: Concept
75) ________ refers to using multiple communication channels to support the communication
preferences of users, such as the Web, the company's Facebook page, industry blogs, telephone,
and so on.
A) Analytics visualization
B) Customer engagement center
C) Enterprise application
D) Execution engine
E) Sales force efficiency
Difficulty: Easy
Learning Obj.: 8.2: Describe customer relationship management systems and how they help to
improve the activities involved in promoting and selling products to customers as well as
providing customer service and nourishing long-term relationships.
Classification: Concept
26
76) ________ tools help a company in the execution of the customer relationship management
(CRM) strategy by improving the management of promotional campaigns.
A) Business intelligence
B) Sales force automation
C) Enterprise marketing management
D) Customer interaction center
E) Execution management
Difficulty: Easy
Learning Obj.: 8.2: Describe customer relationship management systems and how they help to
improve the activities involved in promoting and selling products to customers as well as
providing customer service and nourishing long-term relationships.
Classification: Concept
77) ________ focuses on studying customer behavior and perceptions in order to provide the
business intelligence necessary to identify new opportunities and to provide superior customer
service.
A) Analytical customer relationship management (CRM)
B) Sales force automation
C) Operational customer relationship management (CRM)
D) Collaborative design automation
E) Integrated customer relationship management (CRM)
Difficulty: Easy
Learning Obj.: 8.2: Describe customer relationship management systems and how they help to
improve the activities involved in promoting and selling products to customers as well as
providing customer service and nourishing long-term relationships.
Classification: Concept
78) Organizations that effectively utilize ________ can more easily customize marketing
campaigns from the segment level to even the individual customer.
A) operational customer relationship management (CRM)
B) integrated customer relationship management (CRM)
C) analytical customer relationship management (CRM)
D) collaborative design automation
E) sales force automation
Difficulty: Easy
Learning Obj.: 8.2: Describe customer relationship management systems and how they help to
improve the activities involved in promoting and selling products to customers as well as
providing customer service and nourishing long-term relationships.
Classification: Concept
27
