Deck 9: Customer Relationship Management and Supply Chain Management

Question 1

CRM systems focus on marketing to masses of people.

Answer 1

False

Question 2

Operational CRM systems support the front-office business processes which directly interact with customers.

Answer 2

True

Question 3

Today, customers are becoming increasingly powerful.

Answer 3

True

Question 4

For purposes of efficiency, customer data are best stored in the functional areas of the organization.

Question 5

Sales force automation is a customer-facing application.

Question 6

Mobile CRM systems are targeting customers through their portable devices such as smart phones.

Question 7

In the past, customer data has been located all over the company, typically in the functional areas.

Question 8

Tweets can be used as customer touch points.

Question 9

Properly designed CRM systems provide a single, enterprisewide view of each customer.

Question 10

Open-source CRM software doesn't have as many features or functions as other DRM software.

Question 11

CRM means that a company should interact with its customers as a group.

Question 12

Collaborative CRM systems provide interaction with customers throughout the entire organization.

Question 13

Supply chain visibility is the time between the receipt of incoming goods and the dispatch of finished, outbound products.

Question 14

Over time, the customer relationship with vendors has become more personal.

Question 15

If you have visited Amazon's Web site previously and then return, Amazon recommends other books that you might like.This is called cross-selling.

Question 16

Packaging and assembly take place in the downstream portion of the supply chain.

Question 17

The real problem with interacting with customers over the Web is that the company does not have an opportunity to make a good first impression in person.

Question 18

Modern organizations are concentrating on their core competencies and on becoming more flexible and agile.

Question 19

Transactional CRM systems provide interactive communication with the customer throughout the organization.

Question 20

Sourcing from external suppliers occurs in the upstream portion of the supply chain.

Question 21

Horizontal integration is a business strategy in which a company buys its suppliers.

Question 22

Internet protocol data interchange is a communication standard that enables business partners to electronically exchange routine documents.

Question 23

The push model begins with a forecast.

Question 24

The most common solution to supply chain problems is building inventories.

Question 25

The Internet-based extranet is much less costly than proprietary networks.

Question 26

Just-in-time inventory systems try to maximize inventories to protect against uncertainties along the supply chain.

Question 27

The pull model is make-to-stock.

Question 28

Analytical CRM systems feed data to operational CRM systems.

Question 29

One of the challenges with CRM is the customer is always right and now has more power than ever with the Internet.

Question 30

Whether forecasters overestimate or underestimate demand, the company still faces problems.

Question 31

Google uses micro-profiling in their search results.

Question 32

ELoyalty software is designed to analyze a caller's personality.

Question 33

A major source of supply chain uncertainty is the supply forecast.

Question 34

There are typically four flows in the supply chain: materials, information, returns, and financial.

Question 35

The goal of SCM systems is to reduce friction along the supply chain.

Question 36

Electronic data interchange is a problem for small businesses.

Question 37

Odds of selling to existing customers = 15%, compared to the odds of selling to new customers = 50%.

Question 38

Customer-facing and customer-touching applications both involve directly interacting with the customers to solve their problems.

Question 39

Open-source CRM has much more favorable pricing compared to on-premises CRM.

Question 40

P.F.Chang followed active Twitter accounts to make the most of the customer experience.

Question 41

_____ 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

Question 42

The bullwhip effect can also be called hoarding.

Question 43

Haya noticed that college students needed to dress up for presentations but never seemed to have any ties, or at least not very nice ones.She decided she was going to set up a tie store on her campus and offer sports themed ties as well as solid colored ties in her school colors.She can put an announcement on the school's monitors that would display in the dining halls and student union.
The supplier of Haya's ties is downstream in her supply chain.

Question 44

The sales, marketing, and service functions are part of:

A)CRM
B)analytical CRM
C)operational CRM
D)collaborative CRM
E)transactional CRM

Question 45

Which of the following is an important enabler of CRM?

A)Recognizing that there are many customer touch points
B)Recognizing the necessity of treating all customers the same
C)Recognizing the need for sophisticated CRM information systems
D)Recognizing the need for sophisticated customer databases
E)Recognizing the need for a data warehouse

Question 46

Which of the follow statements is false about customer interaction centers (CIC)?

A)A call center is an example of a CIC.
B)A Help Desk is an example of a CIC.
C)In outboard telesales the sales person contacts the customer.
D)In inboard telesales the customer calls the CIC.
E)Live chat provides an advantage over telephone conversations.

Question 47

_____ 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

Question 48

The pull model is the same as mass customization.

Question 49

Vertical integration is the same thing as disintermediation.

Question 50

Cannondale focuses on a make-to-order model.

Question 51

Which of the following is not a customer touch point?

A)Telephone contact
B)E-mail
C)Web sites
D)Customer visits to a store
E)None of these - all are touch points

Question 52

Which of the following statements is false?

A)Data consolidation and 360-degree view mean the same thing.
B)Data about customers in various functional areas was difficult to share.
C)Collaborative CRM systems enable customers to provide direct feedback to the organization
D)CRM systems use a data warehouse to make all customer data available to every unit of the business.
E)Organizations can use blogs for customer input about their products and services.

Question 53

Haya noticed that college students needed to dress up for presentations but never seemed to have any ties, or at least not very nice ones.She decided she was going to set up a tie store on her campus and offer sports themed ties as well as solid colored ties in her school colors.She can put an announcement on the school's monitors that would display in the dining halls and student union.Haya needs to decide on her CRM strategy before she can decide on her CRM systems.

Question 54

Over time, the customer relationship with vendors has become more impersonal for all of the following reasons except:

A)people move from farms to cities
B)consumers became mobile
C)supermarkets and department stores proliferated
D)customer relationship management systems were developed
E)the Internet grew rapidly

Question 55

_____ systems support the front-office business processes which directly interact with customers.

A)CRM
B)Collaborative CRM
C)Operational CRM
D)Analytical CRM
E)Transactional CRM

Question 56

In _____, company representatives use multiple communication channels to support the communications preferences of customers.

A)telesales rooms
B)group decision support rooms
C)videoconferencing centers
D)sales team meetings
E)customer interaction centers

Question 57

Which of the following is the most important enabler of the 360-degree view of the customer across an organization?

A)The organization's database
B)The organization's data warehouse
C)The organization's CRM systems
D)The organization's collaborative CRM systems
E)The organization's analytical CRM systems

Question 58

The complete data on a customer is called:

A)a profile
B)a record
C)a 360-degree view
D)a file
E)a consolidated customer map

Question 59

Flows in the supply chain are uni-directional.

Question 60

Which of the following best describes CRM?

A)A process
B)A set of technologies
C)An information system
D)A way of thinking and acting
E)A set of decisions

Question 61

_____ is the practice of marketing additional related products to customers based on a previous purchase.

A)Bundling
B)Up-selling
C)Re-selling
D)Additional selling
E)Cross-selling

Question 62

A company's organization and processes for distributing and delivering products to its final customers 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

Question 63

AT&T sells telephone services that include local and long-distance service, voice mail service, caller ID, and digital subscriber line access to the Internet. This is a form of:

A)up-selling
B)cross-selling
C)bundling
D)customer relationship management
E)customer intimacy

Question 64

Packaging, assembly, or manufacturing take place in which segment of the supply chain?

A)Upstream
B)Internal
C)Downstream
D)External
E)None of these

Question 65

Potential problems with on-demand CRM include all of the following except:

A)increases costs for the organization
B)vendor could prove unreliable
C)difficult to modify hosted software
D)may be difficult to integrate hosted software with existing software in the organization
E)giving strategic data to a vendor is risky

Question 66

_____ 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

Question 67

_____ are simple tools for answering repetitive customer questions.

A)Personalized Web pages
B)Customized products and services
C)Frequently asked questions
D)E-mail systems
E)Automated response systems

Question 68

_____ systems study customer behavior and perceptions to provide business intelligence.

A)CRM
B)Collaborative CRM
C)Operational CRM
D)Analytical CRM
E)Transactional CRM

Question 69

You are in the market for a small economy car. The salesperson has you drive the economy car, and then hands you the keys to a mid-size car of the same brand for you to drive. The salesperson is engaged in:

A)up-selling
B)cross-selling
C)bundling
D)customer relationship management
E)customer intimacy

Question 70

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

Question 71

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

Question 72

_____ is a sales strategy where the business person will provide to customers the opportunity to purchase higher-value related products.

A)Bundling
B)Up-selling
C)Re-selling
D)Additional selling
E)Cross-selling

Question 73

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

Question 74

_____ is the ability for all organizations in a supply chain to access or view relevant data on purchased materials as these materials move through their suppliers' production processes and transportation networks to their receiving docks.

A)Supply chain visibility
B)Horizontal integration
C)Vertical integration
D)Supply chain intelligence
E)Supply chain integration

Question 75

Which of the following statements about loyalty programs is false?

A)Loyalty programs work when there is a high frequency of repeat purchases.
B)Loyalty programs work when there is not personal customization.
C)The purpose of loyalty programs is to influence future behavior.
D)The purpose of loyalty programs is to reward past behavior
E)Loyalty programs are a customer-touching application.

Question 76

Trends that have led to the supply chain concept include all of the following except:

A)Modern organizations are focusing on their core competencies
B)Modern organizations are concentrating on becoming more agile and flexible
C)Modern organizations are buying their suppliers in order to have more transparency along the supply chain
D)Modern organizations are relying on other companies to supply necessary goods and services
E)Modern organizations are relying on an increasing number of suppliers

Question 77

_____ is the time between the receipt of incoming goods and the dispatch of finished, outbound products.

A)Inventory turnover
B)Inventory velocity
C)Inventory speed
D)Inventory time
E)Inventory production

Question 78

_____ is a form of _____.

A)Up-selling, re-selling
B)Bundling, cross-selling
C)Up-selling, bundling
D)Cross-selling, re-selling
E)Re-selling, additional selling

Question 79

_____ creates statistical models of customer behavior and the value of customer relationships over time.

A)CRM
B)Analytical CRM
C)Operational CRM
D)Collaborative CRM
E)Transactional CRM

Question 80

A(n)_____ refers to the flow of materials, information, money, and services from raw material suppliers, through factories and warehouses to the end customers.

A)demand chain
B)business process
C)manufacturing process
D)supply chain
E)enterprise resource process