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79) Identify the factors that help in building models of customer demand in an analytical
customer relationship management (CRM) system.
A) sales forecasting and performance analyses
B) account and contact management
C) price, quality, and satisfaction analysis of competitors
D) customer history and preferences management
E) order processing and tracking
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
80) ________ refers to systems for providing effective and efficient communication with the
customer from the entire organization.
A) Analytical customer relationship management (CRM)
B) Sales force automation
C) Collaborative customer relationship management (CRM)
D) Operational customer relationship management (CRM)
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
81) ________ systems facilitate the sharing of information across the various departments of an
organization in order to increase customer satisfaction and loyalty.
A) Collaborative customer relationship management (CRM)
B) Data warehousing
C) Operational customer relationship management (CRM)
D) Analytical customer relationship management (CRM)
E) Data mining
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
28
82) ________ is the process of identifying and assessing the volume and sentiment of what is
being said about a company, individual, product, or brand.
A) Social media monitoring
B) Visual analytics
C) Digital radiography
D) Digital marketing
E) Social bookmarking
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
83) Customer relationship management systems collect data that can be mined to discover the
next product line extension that consumers covet.
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
84) Rather than engaging in conversations with their customers, organizations need to start
seeing customers as an audience.
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
85) Customer relationship management applications are commonly integrated with a
comprehensive enterprise resource planning implementation to leverage internal and external
information to better serve customers.
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
29
86) Customer relationship management allows organizations to focus on driving revenue as well
as on reducing costs, as opposed to emphasizing only cost cutting.
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
87) Operational customer relationship management system refers to the systems used for
providing effective and efficient communication with the customer from the entire organization.
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
88) In an operational customer relationship management (CRM), marketing, sales, and support
personnel see only current interactions with the customer depending on where it occurred within
the organization.
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
89) Customer service and support, the second component of an operational customer relationship
management (CRM), refers to systems that support the day-to-day sales activities of an
organization.
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
30
90) Sales force automation improves the effectiveness of the marketing function by providing an
improved understanding of market conditions, competitors, and products.
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
91) Using enterprise marketing management (EMM) tools can help integrate various
promotional campaigns such that the right messages are sent to the right people through the right
channels.
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
92) Analytical customer relationship management (CRM) analyzes customer behavior and thus
provides the business intelligence necessary to identify new opportunities and to provide superior
customer service.
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
93) Key technologies within collaborative customer relationship management (CRM) systems
include data mining, decision support, and other business intelligence technologies that attempt
to create predictive models of various customer attributes.
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
31
94) Social media applications enable customers to quickly share both positive and negative
information.
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
95) A collaborative customer relationship management system supports customer communication
and collaboration with the entire organization, thus providing more streamlined customer service
with fewer handoffs.
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
96) Collaborative customer relationship management enhances communication by understanding
customer history and current needs.
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
32
97) List some of the enterprise-wide changes a successful customer relationship management
(CRM) strategy must include.
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
98) Define the three primary components of a comprehensive customer relationship management
(CRM) system.
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
33
99) Briefly describe analytical customer relationship management (CRM) systems.
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
100) List the ways in which collaborative customer relationship management (CRM) enhances
communication.
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
34
