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47) In a push-based model of SCM systems, actual customer orders or purchases trigger events
in the supply chain.
48) In a pull-based model of SCM systems, production master schedules are based on forecasts
of demand for products.
49) Walmart is an example of a push-based model.
50) Total supply chain costs represent the majority of operating expenses for many businesses
and in some industries approach 75 percent of the total operating budget.
51) Identify two classifications for supply chain software. For each classification, identify five
capabilities.
52) What additional complexities are faced in global supply chains? How does the Internet help
in managing global supply chains?
53) Identify two supply chain models. Which is better?
54) Plant Away is an Oregon-based retailer and distributor of trees and shrubs. They have
hundreds of smaller nurseries based around the country that grow the plant stock. The majority
of their business is conducted online. Consumers purchase typically small quantities of products
online and Plant Away coordinates the shipping from the most appropriate nursery. What unique
problems might you anticipate they have in their supply chain? What might remedy these
problems?
55) A ________ is a method of interaction with a customer, such as telephone or customer
service desk.
A) point of presence
B) touch point
C) sales point
D) client channel
E) point of service
56) Which of the following would not be considered a contact point?
A) e-mail
B) Web site
C) intranet
D) retail store
E) Facebook
57) ________ modules use many of the same data, tools, and systems as CRM to enhance
collaboration between a company and its selling partners.
A) SCM
B) SFA
C) ERM
D) DRM
E) PRM
58) ________ modules deal with issues such as setting objectives, employee performance
management, and performance-based compensation.
A) SCM
B) SFA
C) ERM
D) DRM
E) PRM
59) Customer relationship management systems typically provide software and online tools for
sales, customer service, and
A) marketing.
B) account management.
C) advertising.
D) public relations.
E) human resources.
60) SFA modules in CRM systems would provide tools for
A) assigning and managing customer service requests.
B) capturing prospect and customer data.
C) identifying profitable and unprofitable customers.
D) managing sales prospect and contact information.
E) employee performance management.
61) CRM systems help businesses obtain which business objective?
A) survival
B) operational excellence
C) new products and services
D) improved decision making
E) customer and supplier intimacy
62) Customer service modules in CRM systems provide tools for
A) assigning and managing customer service requests.
B) capturing prospect and customer data.
C) identifying profitable and unprofitable customers.
D) managing sales prospect and contact information.
E) organizing effective marketing campaigns.
63) Marketing modules in CRM systems would provide tools for
A) assigning and managing customer service requests.
B) capturing prospect and customer data.
C) identifying profitable and unprofitable customers.
D) managing sales prospect and contact information.
E) increasing efficiency of call centers.
64) Selling a customer with a checking account a home improvement loan is an example of
A) operational CRM.
B) direct marketing.
C) sales force automation.
D) cross-channel promotions.
E) cross-selling.
65) All of the following service capabilities would be found in major CRM products except
A) customer satisfaction management.
B) returns management.
C) call center & help desk.
D) service analytics.
E) order management.
66) Which of the following is an important capability for sales processes that is found in most
major CRM software products?
A) returns management
B) lead management
C) channel promotions management
D) events management
E) customer satisfaction management
67) Customer relationship management applications dealing with the analysis of customer data to
provide information for improving business performance best describes ________ applications.
A) operational CRM
B) analytical CRM
C) operational SCM
D) analytical SFA
E) operational SFA
68) Operational CRM applications include tools for
A) identifying buying patterns.
B) calculating CLTV.
C) salesforce automation.
D) pinpointing unprofitable customers.
E) creating segments for targeted marketing.
69) Which of the following is not one of the four types of customers described in the case study
on Graybar?
A) core customers
B) opportunistic customers
C) marginal customers
D) service-drain customers
E) niche customers
70) Analyzing customer buying patterns is an example of
A) CLTV.
B) analytical CRM.
C) operational CRM.
D) demand planning.
E) cross-selling.
71) Which metric is based on the relationship between the revenue produced by a specific
customer, the expenses incurred in acquiring and servicing that customer, and the expected life
of the relationship between the customer and the company?
A) churn rate
B) customer lifetime value
C) cost per lead
D) cost per sale
E) customer average value
72) The measurement of the number of customers who stop using or purchasing products or
services from a company is called
A) switching costs.
B) churn rate.
C) CLTV.
D) switch rate.
E) turnover percentage.
73) Walmart's continuous replenishment system is an example of a ________ model.
A) push-based
B) pull-based
C) enterprise-based
D) supply chain optimization
E) forecast-based
74) ________ modules in CRM systems help sales staff increase their productivity by focusing
sales efforts on the most profitable customers, those who are good candidates for sales and
services.
A) Customer
B) SOA
C) Marketing
D) Complex
E) SFA
75) ________ CRM includes customer-facing applications such as tools for sales force
automation, call center and customer service support, and marketing automation.
A) Analytical
B) Employee
C) Operational
D) Partner
E) Next-generation
76) All CRM packages contain modules for PRM and ERM.
77) Major CRM application software vendors include Oracle, SAP, and Salesforce.com.
78) Cross-selling is the marketing of complementary products to customers.
79) CRM software can help organizations identify high-value customers for preferential
treatments.
80) Analytical CRM uses tools to analyze customer data collected from the firm's customer
touch points and from other sources.
81) Identify and describe the two types of customer relationship management applications.
82) Identify five benefits of customer relationship management systems.
83) You have been hired by Croydon Visiting Nurse Services, whose business processes are all
84) Which of the following statements about enterprise applications is not true?
A) Enterprise applications require organizational learning.
B) Enterprise applications introduce "switching costs."
C) Enterprise applications are based on organization-wide definitions of data.
D) Enterprise applications require fundamental changes in the way a business operates.
E) Enterprise applications are best implemented when few changes in business processes are
required.
85) Which of the following is not an example of next-generation enterprise applications?
A) open-source solutions
B) social CRM
C) solutions incorporating SCM
D) solutions incorporating SOA
E) cloud solutions
86) Enterprise application vendors have created ________ to make their own customer
relationship management, supply chain management, and enterprise systems work closely
together with each other.
A) e-business suites
B) ERP systems
C) middleware
D) legacy systems
E) cloud solutions
87) Next-generation enterprise suites use ________ and SOA to link to systems of customers and
suppliers.
A) employee relationship management
B) cross-selling
C) just-in-time strategy
D) Web services
E) operational CRM
88) Using social networking tools to converse with customers is called
A) analytical CRM.
B) social CRM.
C) operational CRM.
D) PRM.
E) ERM.
89) Enterprise application vendors are now including ________ features, such as tools for data
visualization, flexible reporting, and ad-hoc analysis, as part of the application.
A) social media
B) PRM
C) ERM
D) SOA
E) business intelligence
90) Enterprise systems require fundamental changes in the way the business operates.
