59. ________ management is an important capability for customer service processes that is found in most major
CRM software products.
A) Account
B) Returns
C) Events
D) Lead
60. Which of the following is an important capability for sales processes that is found in most major CRM
software products?
A) lead management
B) returns management
C) channel promotions management
D) events management
61. Customer relationship management applications dealing with the analysis of customer data to provide
information for improving business performance best describes ________ applications.
A) analytical SFA
B) operational CRM
C) operational SCM
D) analytical CRM
62. Operational CRM applications include tools for
A) pinpointing unprofitable customers.
B) salesforce automation.
C) identifying buying patterns.
D) calculating CLTV.
63. Analytical CRM applications
A) provide customer–facing applications.
B) are based on data consolidated from operational CRM applications.
C) provide consolidated data for operational CRM applications.
D) include tools for marketing automation.
64. Analyzing customer buying patterns is an example of
A) analytical CRM.
B) demand planning.
C) CLTV.
D) operational CRM.
65. 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) CLTV
B) cost per sale
C) churn rate
D) cost per lead
66. The measurement of the number of customers who stop using or purchasing products or services from a
company is called
A) churn rate.
B) switching costs.
C) switch rate.
D) CLTV.
67. Which of the following statements about enterprise applications is not true?
A)
Enterprise applications are based on organization–wide definitions of data.
B) Enterprise applications introduce “switching costs.”
C) Enterprise applications are best implemented when few changes in business processes are required.
D)
Enterprise applications require organizational learning.
68. Which of the following is not an example of next–generation enterprise applications?
A) social CRM
B) solutions incorporating SCM
C) solutions incorporating SOA
D) open–source solutions
69. 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) ERP systems
B) middleware
C) e–business suites
D) legacy systems
70. The bullwhip effect is countered by
A) implementing an SCM.
B) globalization.
C) disintermediation.
D) reducing information uncertainty.
71. ________ systems are based on a suite of software models used to support business activities across the firm.
72. As they move through the ________, raw materials are transformed into finished products and shipped to
retailers and customers.
73.
The total time it takes to complete a business process, from start to finish, is called its ________ time.
74. Next–generation enterprise suites use ________ and SOA to link to systems of customers and suppliers.
75. With new flows of information made possible by Web–based tools, supply chain management can more
easily follow a(n) ________ model.
76. ________ 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.
77. ________ CRM includes customer–facing applications such as tools for sales force automation, call center and
customer service support, and marketing automation.
78. Using social networking tools to converse with customers is called ________.
79. A company having difficulty with timely delivery of parts to its manufacturing plants should look to
implementing a supply chain ________ system.
80. Enterprise application vendors are now including ________ features, such as tools for data visualization,
flexible reporting, and ad–hoc analysis, as part of the application.
81. Identify and describe three major enterprise applications.
82. Identify at least four benefits and four challenges of enterprise systems.
83. Identify two classifications for supply chain software. For each classification, identify five capabilities.
84. What additional complexities are faced in global supply chains? How does the Internet help in managing
global supply chains?
85. Identify two supply chain models. Which is better?
86. Identify and describe the two types of customer relationship management applications.
87. Identify five benefits of customer relationship management systems.
88. You have been hired by Santori, Inc., a small company that imports and distributes an Italian sparkling
water. The company is interested in what benefits an enterprise system would bring. Would an enterprise
system be appropriate for this company? What steps would you take in determining this?
89. 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?
90. You have been hired by Croydon Visiting Nurse Services, whose business processes are all manual, paper–
based processes. How might a CRM system benefit them?
