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Package Title: Reading Questions Chapter 11
Course Title: Rainer IIS 5e
Chapter Number: 11
Question type: Multiple-Choice
1) Methods that organizations use to interact with their customers are called:
a) point of presence
b) the CRM point
c) market entry point
d) channel point
e) touch point
2) A(n) _____ is software that helps companies acquire and retain customers.
a) enterprise resource planning system
b) customer relationship management system
c) supply chain management system
d) transaction processing system
e) functional area information system
3) Up-selling is the practice of marketing additional related products to customers based on
previous purchases.
4) The optimal result of an organization's CRM efforts is to maximize the number of high-value
repeat customers while minimizing customer churn.
5) All CRM policies have two basic elements: identifying customer touch points and
consolidating data about each customer.
6) When customers physically enter a store, it is an example of a customer touch point.
7) The Web and point-of-sale terminals are examples of customer-touching CRM applications.
8) Bundling is a form of up-selling, where a business sells a group of products together at a price
that is lower than the combined individual prices of the products.
9) _____ includes those areas where customers directly interact with the company.
a) CRM
b) Analytical CRM
c) Customer-facing CRM
d) Customer-touching CRM
e) Transactional CRM
10) _____ is the component of an operational CRM system that automatically records all the
aspects in a sales transaction process.
a) Inbound telesales
b) Outbound telesales
c) Sales team efforts
d) Sales force automation
e) The customer help desk
11) A check-in kiosk at the airport would be what type of CRM application?
a) Inbound telesales
b) Customer touching
c) Outbound telesales
d) Sales
e) Customer facing
12) _____ analyze customer data for designing and executing targeted marketing campaigns.
a) CRM
b) Analytical CRM
c) Operational CRM
d) Collaborative CRM
e) Transactional CRM
13) The biggest risk of open-source CRM is quality control.
14) _____ is a CRM system that is hosted by an external vendor in the vendor's data center.
a) Mobile CRM
b) Analytical CRM
c) Operational CRM
d) On-demand CRM
e) Customer-facing CRM
15) The benefits of open-source CRM include all of the following except:
a) it is easy to customize
b) it is favorably priced
c) it has more functionality than in-house CRM systems
d) updates and error fixes occur rapidly
e) it has extensive support information available
16) The flows in supply chains consist of which of the following?
a) Materials
b) Information
c) Finance
d) All of the these
e) None of the these
17) A demand chain refers to the flow of materials, information, money, and services from
suppliers to the end customer.
18) A company's suppliers, suppliers' suppliers, and the processes for managing them is the:
a) suppliers' chain
b) external supply chain
c) upstream portion of the supply chain
d) downstream portion of the supply chain
e) entire supply chain
19) _____ are the physical products, raw materials, and supplies that flow along a supply chain.
a) Reverse flows
b) Reverse logistics
c) Material flows
d) Information flows
e) Financial flows
20) Supply chain management systems are a type of transaction processing system.
21) The pull model is most closely associated with mass customization.
22) The push model is most closely associated with mass production.
23) Problems along the supply chain include which of the following?
a) Poor customer service
b) High inventory costs
c) Loss of revenue
d) Increase cycle times
e) All of the above
24) Electronic data interchange is a communication standard that enables the electronic transfer
of routine documents between business partners.
25) Which of the following is not a limitation of EDI?
a) it is inflexible
b) business processes may have to be restructured
c) it is expensive, but ongoing operating costs are low
d) multiple EDI standards exist
e) it is difficult to make quick changes
