Deck 11: CRM, Marketing Automation, and Communication

Question 1

Today's customer relationships involve interaction among many departments beyond marketing and sales, except:

A) Customer service
B) Manufacturing
C) Logistics
D) Finance and accounting
E) Corporate planning

Answer 1

Corporate planning

Question 2

Technology has blessed marketing with new media except which of the following?

A) E-mail
B) Web portals
C) Satellite television
D) Satellite radio
E) Telephone

Answer 2

Telephone

Question 3

Technology has also cursed marketing by

A) Creating expensive new vehicles
B) Creating expansive new vehicles
C) Creating more fragmented markets than ever
D) Creating more technically savvy consumers
E) All of the above

Answer 3

Creating more fragmented markets than ever

Question 4

The keys to communications in the contemporary media environment are speed, accuracy, and

A) Low cost
B) Impact
C) Sales volume
D) Feedback
E) Coverage

Question 5

E-mail is not without problems. Which of the following not an effect of electroniccommunication?

A) Spam
B) Filters
C) Lost content
D) Media-clutter
E) They are all problems.

Question 6

A customer-centric view involves placing:

A) The customer and their needs at the center of a company's business
B) The consumers needs at the center of a company's business
C) The buyer in the center of the buying process
D) Including a customer's views in the sales decision process
E) All of the above

Question 7

Is customer-centric thinking new? It can be argued that we now have the ability to serve customers as we did in

A) 1900
B) 1930
C) 1940
D) 1950
E) 1960

Question 8

With growth as a mandated objective, most companies focused on expandinggeography and adding customers to increase volume. Companies relied on _______as a preferred competitive strategy.

A) Leverage
B) Dominance
C) Distribution power
D) Scale
E) Negotiation

Question 9

Which of the following is not a new technology, enabling us to learn more about consumers and customers alike?

A) Scanners
B) Universal Product Codes (UPCs)
C) Radio Frequency Identification (RFID) tags
D) Household coded incentives
E) In-aisle Advertising

Question 10

Today's distribution channels are dominated by

A) Manufacturers
B) Wholesalers
C) Retailers
D) Jobbers
E) Manufacturer's agents

Question 11

CRM provides an information support base that empowers marketing and sales to better serve their customers by understanding their

A) Business process and operations
B) Marketing and promotion
C) Organization
D) Senior management and strategy
E) All of the above

Question 12

This new buyer leverage in distribution channels is placing a huge demand on marketing and sales organizations to perform. Which of the following is not an area affected?

A) Product development
B) Precise consumer promotion
C) E-Mail communication
D) Project management
E) Customer service

Question 13

CRM demands ________, company wide, at each and every customer touch point.

A) Performance
B) Participation
C) Compliance
D) Involvement
E) Activity

Question 14

The underlying mentality of campaign development is that not all customers are equal and that

A) Specific marketing action can have a major impact on improving business performance.
B) Specific promotion action can have a major impact on improving business performance.
C) Specific pricing marketing action can have a major impact on improving business performance.
D) Answers A and B
E) All of the above

Question 15

To consumer-packaged goods companies, improving bottom line was a simple task:Drive revenues through promotion spending, look for improvements in mass mediaefficiency, and stimulate purchase of products through retail incentives. Thismarketing approach is

A) Directly opposed to CRM philosophy
B) In line with CRM philosophy
C) An approved CRM strategy
D) Will produce maximum profit
E) None of the above

Question 16

CRM offers us the solution to many of our business problems. The solution is not easy and requires a change in business focus. Which of the following isn't consistent with that change?

A) Company's focus from mass marketing to the individual customer
B) Marketing focus from product specific to customer centric
C) Our promotion objective to focus on best customer price
D) Marketing support focus to customer marketing program
E) Focus on profitability of campaigns and improved response rates

Question 17

Which of the following is not an element of the marketing automation definition?

A) Customer segmentation
B) Customer data integration
C) Campaign management
D) Customer Pricing
E) All are part of the definition.

Question 18

In order for Marketing Automation to perform effectively within a company, it must meet several criteria. Which of the following is not one of them?

A) Provide quantitative tools to evaluate customer data
B) Provide the capability to manage communication and track responses across a variety of communication channels
C) Integrate information from disparate corporate information sources such as accounting, customer service, and supply chain management to form an
actionable data warehouse for campaign development
D) Provide for pricing for ASM
E) All are criteria for successful marketing automation.

Question 19

Using a liberal interpretation of marketing automation, it is possible to argue that truemarketing automation began in the_________.

A) 1960s
B) 1970s
C) 1980s
D) 1990s
E) This decade

Question 20

There are a variety of considerations in campaign management planning. Which ofthe following is not one of them?

A) Campaign timing
B) Audience profiling
C) Program media
D) Promotion values
E) Program Significance

Question 21

In marketing automation planning, decision rules are developed for response to_________ campaigns?

A) Marketing
B) Promotion
C) Direct Mail
D) Automated
E) Advertising

Question 22

Developing a CRM database to support marketing automation requires all but one of the following:

A) The integration of information from a variety of resources throughout the company
B) Standard data hygiene
C) Consistent file organization
D) Deduplication of files
E) Actually it requires all of the above.

Question 23

Which of the following is not a campaign management media?

A) E-mail
B) Direct mail
C) Broadcast advertising
D) Telemarketing
E) Internet marketing

Question 24

Marketing automation assures all but one of the following:

A) All materials released are current.
B) All materials released are accurate.
C) All materials released are suitable.
D) All materials released are informative.
E) Actually, none of the above is assured by marketing automation.

Question 25

Automating the delivery of customer support material forces the adoption of all but one of the following:

A) Consistent customer strategy
B) Long-term customer focus
C) Proper customer positioning support strategy
D) Proper document length
E) All of the above

Question 26

The ability to learn quickly from marketing and sales campaigns is critical toimproving advertising and promotion campaign performance over time.

Question 27

A customer-centric perspective must include the entire sales organization.

Question 28

In consumer packages goods the scanner was a tool enabling retailers to learn more about customers.

Question 29

Customer touch points are points within an organization where personal seller and buyer interaction occurs.

Question 30

There has been a significant shift in business focus from product sales andprofitability to customer profitability and customer retention.

Question 31

In order for marketing automation to be effective, it only needs to use quantitativetools to evaluate customer data.

Question 32

Using a liberal interpretation of Marketing Automation, it is possible to argue that true Marketing Automation began in the 1980s.

Question 33

Automated marketing campaigns provide the data to improve successive customer communication continually.

Question 34

Marketing automation is really the marriage of business process and information technology.

Question 35

In marketing automation planning, decision rules are developed to govern responsemarketing campaigns.

Question 36

The integration process for marketing automation requires only deduplication of files to make them available for marketing use.

Question 37

The sales department is responsible for the development of customer communication "creative," which involves preparing e-mail templates, creating customer letters, and producing promotion materials, price lists, brochures, and other customer communication.

Question 38

According to Wunderman, "current customers are more positively influenced by email because of on an established relationship and the relevance of the message."

Question 39

Marketing automation standardizes the distribution and removes the variability in quality of response based on differences in styles and the capability of company personnel.

Question 40

In the direct marketing industry, campaigns are micromanaged to the smallest detailof the promotion.

Question 41

What is a customer-centric view?

Question 42

Today, new technology makes it possible to learn about consumers and customers alike by using what technology?

Question 43

What are customer touch points?

Question 44

How is customer information valuable in the sales process?

Question 45

What is the underlying mentality of campaign management?

Question 46

What is marketing automation?

Question 47

What are the three basic criteria for marketing automation's success?

Question 48

What are the three steps in campaign management planning?

Question 49

What is the most important part of the campaign management process?

Question 50

What are the 4Cs of customer marketing?

Question 51

When should a CRM technology be selected?

Question 52

What is meant by a customer-centric focus?