Deck 5: The Strategic Role of Information in Sales Management Comprehensive Cases for Part One

Question 1

Which of the following are goals of CRM?

A) To build relationships with customers
B) To focus on attributes of the company that represent value to the customer
C) To build customer loyalty
D) All of the above

Answer 1

D

Question 2

Serena's company has CRM, but can't seem to keep customers coming back. Serena's company is likely missing which aspect of CRM?

A) Product quality
B) Customer acquisition
C) Customer profitability
D) Customer retention

Answer 2

D

Question 3

If your boss says, "Our ad strategy is to send email blasts to everyone in our local area," what is he or she referring to?

A) Mass marketing
B) Target marketing
C) Customer marketing
D) Mail spamming

Answer 3

A

Question 4

Acquisition of the right customers, based on known or learned characteristics which drive growth and increase margins is known as:

A) Customer profitability
B) Customer buy-in
C) Customer loyalty
D) Customer profitability

Question 5

Why is target marketing more effective than mass marketing?

Question 6

The concept of a customer's lifetime value is important to companies because:

A) It lets the company know how many products they have sold over time
B) It forces the company to invest money into things they don't need
C) It helps decide what customers need and what amount of resources allocated to them
D) All of the above

Question 7

Which of the following is NOT associated with knowledge discovery:

A) Call center files
B) Contacting customers directly
C) Data warehouse
D) Data mining

Question 8

Skype and WebEx are examples of:

A) Mapping tools
B) Social media
C) Management tools
D) Communication tools

Question 9

Ashley has about a dozen highly profitable customers in her sales territory, but her marketing department is not efficient in communicating value to customers. One strategy she should consider is increasing utilizing ____________ for those customers.

A) Targeted marketing
B) Customer marketing
C) Mass marketing
D) One-to-one marketing

Question 10

Name the four stages of the CRM Process Cycle.

Question 11

Which of the following is an advantage CRM has over traditional mass marketing:

A) Makes it easier to target specific customers by focusing on their needs
B) Creates a better way in which to fire the customer
C) Allows the customer to be tracked
D) All of the above

Question 12

Which of the following are reasons for employees to resist CRM technology:

A) Generational gap
B) Lack of training
C) Desire to keep things status quo
D) All of the above

Question 13

Give examples of communication tools, and explain how they are useful in boosting sales for a salesperson.

Question 14

Explain the definition of technology, and give an example of a piece of technology.

Question 15

Answers to key CRM questions guide all of the following except:

A) The evolution of a company's relationship with customers
B) Creation of a companywide management game plan
C) The selection of solutions with the most appropriate combination and application of supporting technology
D) All of the above

Question 16

A long standing customer has decided that the monetary value they pay for a good or service is no longer worth it; they are not benefitting any longer by buying the product. Thus, the_____ has diminished.

A) Customer value
B) Customer benefits
C) Customer tangibility
D) Customer loyalty

Question 17

Kendall is a fashion director at a magazine company. Lately, Kendall has noticed that customers are not buying as many clothes featured in ads as they have previously. Kendall needs to figure out a way to get reader feedback. Kendall may want to utilize:

A) Company researchers
B) Sales calls
C) Data mining
D) Touchpoints

Question 18

What is gamification, and what are the benefits associated with it?

Question 19

Hunter senses a disconnect between the firm's culture and their market-oriented policies. Hunter's firm needs:

A) Customer relationship management
B) A learning seminar
C) Formalization
D) Target marketing

Question 20

The making, usage, and knowledge of tools, techniques, crafts, systems, or methods of organization to solve a problem or serve some purpose is:

A) Intangibility
B) Technology is only accepted by the salesperson if they like it
C) CRM
D) Space variance

Question 21

A company should never fire a customer.

Question 22

Aligning the structure, processes, tools, managerial knowledge, and managerial commitment with the company's culture is called:

A) Employee alignment
B) Cultural orientation
C) Formalization
D) Integrated corporate philosophy

Question 23

Gaming, a CRM technology, is useful for all of the following reasons EXCEPT:

A) Helps make salespeople more engaging
B) Allows the customer to experience services or products before buying them
C) Separates the sales process from other competitors
D) Enhances the customer experience by having them play video games

Question 24

Jenna's customers have recently been complaining about the products she has sold them, but she is unsure exactly why. Jenna wants to gather data in order to hone in on the customer needs. This is an example of:

A) Marketing orientation
B) The marketing mix
C) Customer relationship management
D) Data mining

Question 25

Name several advantages to CRM, and give examples of them.

Question 26

Personal selling fits into a company's:

A) CRM initiatives
B) Management productivity
C) Market communications mix
D) Technology

Question 27

Access to databases by the sales force can create problems concerning:

A) Ethics
B) Company security
C) Job security
D) Both A and B

Question 28

Name the four elements involved in a company's marketing mix.

Question 29

Which of the following is part of the definition of the technology acceptance model?

A) Salesperson is more likely to use technology the easier it is
B) Technology is only accepted by the salesperson if they like it
C) Technology must be fun if the salesperson is to use it
D) Salespersons born after the 1970s will not use technology unless bribed with a bonus

Question 30

The present decade represents a______ in selling.

A) Stronghold
B) Technological change
C) Revolution
D) War

Question 31

New technology is sometimes resisted by employees.

Question 32

Combining another term with "technology" refers to the:

A) Type of technology that exists
B) State of the respective field's knowledge and tools
C) The perceived value of technology
D) The technological environment at hand

Question 33

Which of the following is an element of the marketing mix?

A) Value
B) Advertising
C) Blended marketing
D) Promotion

Question 34

What are the main goals of CRM?

Question 35

A firm must be market oriented in order to be profitable.

Question 36

______________ is the customer weighing the costs and benefits of a relationship with a seller; the benefits outweigh the costs.

A) Customer value
B) Customer purchasing
C) Customer arithmetic
D) All of the above

Question 37

When benefits realized by a customer are less than the cost of the relationship with the seller, the customer value is high.

Question 38

How can a salesperson increase customer value?

Question 39

The following are examples of touchpoints for a customer:

A) Feedback forms
B) Sales calls
C) Website
D) All of the above

Question 40

Explain why the knowledge discovery stage of effective CRM can cause ethical difficulties. How can these difficulties be prevented?

Question 41

CRM has the following effects on a company:

A) Reduces advertising costs
B) Improves the use of the customer channel
C) Helps make it easier to target specific customers
D) All of the above

Question 42

Getting customers to commit to your products in the long run is customer loyalty.

Question 43

The three categories that pertain to crucial CRM questions include:

A) Customers, management, and managerial decision making
B) Customers, managers, and employees
C) Customers, the relationship, and managerial decision making
D) Customers, sales, and product mix

Question 44

___________ is something that can be maximized via the CRM Process Cycle.

A) Customer relationships
B) Return on customer investment
C) Customer data
D) None of the above

Question 45

A customer-centric culture includes:

A) Adopting a partnership business model
B) Investing money into customer service
C) Defining the selling role in terms of increasing revenue rapidly
D) Selling the customer more than what they initially asked for

Question 46

To a customer, _____ is a touchpoint that links them to the company.

A) Facebook
B) Social media
C) Website feedback
D) All of the above

Question 47

Johnny is a service employee at a utility company. Recently, a customer with a small account has been pestering Johnny each day for service, resulting in a lack of time given to other, more profitable customers. Johnny's manager suggests minimizing how much time is spent on this customer, and slowly weaning him off service calls. Johnny is:

A) Being unethical
B) Minimizing customer investment
C) Firing the customer
D) Utilizing CRM timetables

Question 48

When identifying value-added services, a company should look inward and rely on a thorough evaluation of internal processes.

Question 49

All of the following are objectives of CRM EXCEPT:

A) Customer retention
B) Customer acquisition
C) Customer numbers
D) Customer profitability

Question 50

_____focuses on developing relationships with customers.

A) Mass marketing
B) Target marketing
C) One-on-one marketing
D) Customer marketing

Question 51

Doug is a new salesperson for an IT company. He noticed recently that his boss seems to be short a few salespeople. Doug could use utilize which piece of technology to help his boss:

A) Social media sites
B) Time management tools
C) Recruiting sites
D) Communication tools

Question 52

The lifetime value of a customer is the sum of the estimated stream of future profits.

Question 53

Firing a customer is bad for business, and decreases profitability

Question 54

Lisa is the branch manager of a sewage cleaning company. Recently, Lisa has encountered some issues with sewage cleaning techniques and would like to ask her employees, who are scattered throughout the Southwest, advice on how to handle the problem. Lisa should utilize which kind of technology?

A) Communication tools
B) Social media
C) Presentation tools
D) Mapping software

Question 55

Technology:

A) Is bad
B) Changes how human beings control and adapt to their environments
C) Is stagnant and will never change
D) All of the above

Question 56

A data warehouse:

A) Aids in knowledge discovery
B) Can include point of sale systems
C) Neither
D) Both A and B

Question 57

Time management tools allow salespeople to do all of the following EXCEPT:

A) Track customer schedules
B) Make ""to-do"" lists
C) Create more efficiency in time usage throughout the day
D) Track appointments and daily schedules

Question 58

CRM data warehouses can sometimes cause problems with employee ethics.

Question 59

Ariana is the marketing manager for a clothing company. Ariana has decided that she needs to garner higher revenue from the 20-24 female age group throughout all stores company wide. Ariana needs a_______ strategy.

A) Mass marketing
B) One-on-one marketing
C) Customer marketing
D) Target marketing

Question 60

Market planning is only effective if:

A) Knowledge discovery is accurate
B) Companies have at least four customer databases
C) Neither
D) Both A and B

Question 61

Sometimes the use of old technology in sales is more effective than new technology.