Deck 4: Business and Marketing Technology

Question 1

Building long-term relationships with customers is essential for any business. The application of technology to achieve CRM is a key element of e-business but what does CRM stand for?

A)Customer relationship management
B)Customer retailing management
C)Consumer relationship management
D)Customer resource management

Answer 1

Customer relationship management

Question 2

There are different techniques to both initiate and build relationships with customers by using a combination of online and offline techniques. What is the 'customer life cycle' though?

A)Techniques to encourage customers to increase their involvement with an organisation
B)The stages each customer will go through in a long-term relationship with a supplier
C)An approach to building and sustaining long-term business with a customer
D)The answers above are all correct

Answer 2

The stages each customer will go through in a long-term relationship with a supplier

Question 3

The four marketing activities within the customer relationship management include customer selection, customer acquisition, customer retention, plus:

A)Customer referrals
B)Customer cross-sell
C)Customer Up-sell
D)Customer extension

Answer 3

Customer extension

Question 4

Using digital communications technologies to maximise sales to existing customers and encourage continued usage on online services is known as:

A)Mass customisation
B)Customer-centric marketing
C)Personalisation
D)Electronic customer relationship management

Question 5

Using the Internet for relationship marketing involves integrating the customer database with websites to make the relationship targeted and personalised. Through doing this there are many benefits to be gained but which of the below is not an advantage?

A)Minimises breadth, depth and nature of relationship
B)Achieve mass customisation of the marketing messages
C)Targeting more effectively
D)Lower costs

Question 6

Accepting that a customer has agreed to opt-in to receive further information, with customer profiling the minimum amount of online information that needs to be collected is an e-mail address. What is really required though to decide if the customer is a good potential target for further communications?

A)Opt-out facilities to be removed
B)A qualified lead
C)Permission marketing
D)Interruption marketing

Question 7

RACE is a practical framework to help marketers manage and improve the commercial value gained from digital marketing. The term stands for Reach, Act, C, Engage. What does 'C' refer to?

A)None of the below
B)Convert
C)Collaborate
D)Consolidate

Question 8

Companies that understand how customers use digital media in their purchase decision buying can develop integrated communications strategies to support their customers at each stage in the buying process. Customers have individual preferences in the ways they use the web depending upon why they need to use it and this web use is known as:

A)Searching behaviours
B)Undirected information-seekers
C)Directed buyers
D)Directed-information seekers

Question 9

E-commerce managers aim to deliver the most effective mix of communications to drive traffic to their e-commerce sites. The different techniques can be characterised as:

A)Digital media channels
B)Online marketing communications
C)Offline marketing communications
D)All of the above

Question 10

A marketing campaign will not be successful if the costs of acquiring site visitors and customers are too high. The term used to describe the cost of acquiring a new customer is known as:

A)Cost per acquisition
B)Bounce rate
C)Allowable cost per acquisition
D)Referrer cost

Question 11

The use of online and offline promotion techniques to increase the audience of a site is known as

A)Search engine optimisation
B)Traffic building campaign
C)Quality score
D)Search engine marketing

Question 12

Online public relations (or e-PR) should aim to maximise favourable mentions of companies, products, brands, etc which are likely to be visited by target audiences. Which of the following activities fall within the remit of e-PR?

A)Link building including reciprocal links
B)Social networks and online communities
C)Communicating with media (journalists) online
D)All of the above

Question 13

Social media (e.g. Facebook, Twitter) usage has become so widespread that to discount a social media strategy would be a mistake best avoided. Social customer relationship management (Social CRM) is a relatively new term which helps to define the broad scope of social media across the customer life cycle and value chain. The Altimeter report (2010) provides a framework for reviewing strategy implementation and is known as:

A)The 5Ms
B)Social media CRM framework
C)Social CRM modelling
D)None of the above

Question 14

Online marketing communications include the development on online partnerships and are regarded as an important part of a marketing mix. There are three key types of online partnerships; link building, affiliate marketing, and one other:

A)Online sponsorship
B)Ad serving
C)Media multiplier
D)Interactive advertising

Question 15

E-mail marketing has to make strategic plans regarding outbound and inbound emails. E-mail is most widely used as a prospect conversion and customer retention tool. A database of customer names, email addresses and profile information used for e-mail marketing is usually known as:

A)Viral marketing email directory
B)House list
C)Customer profiles
D)Customer and prospect database

Question 16

A strength of social media and viral marketing is:

A)Cannot be ignored in user's inbox
B)Considered credible
C)Highly targeted with controlled costs
D)It is possible to reach a large number at relatively low cost

Question 17

Identify the subsystems of Plant Maintenance module of an ERP system:
I. Component Tracking
II. Preventive Maintenance Control
III. Inventory Management
IV. Cost Management

A)1, 2 & 3
B)2, 3 & 4
C)1 & 2
D)1, 3 & 4

Question 18

Identify the main components of PDM systems--
I. Data Management
II. Classification of Components
III. Product Structure
IV. Document relationships

A)1, 2 & 3
B)1, 4 & 3
C)2 & 3
D)4 & 3

Question 19

Sub modules of Sales and Distribution modules are:
I. Order Management
II. Warehouse Management
III. Foreign Trade
IV. Sales Support

A)3
B)1 & 2
C)2 & 4
D)1, 2, 3 & 4

Question 20

Match the following: First set:
I. Material request management
II. Material Issue
III. Material Receipt
IV. Stock Valuation Second set:

A)receipt is issued from the seller.
B)Stock is verified mechanically.
C)Appeal for materials is made from various departments.
D)Materials are issued as per order.

Question 21

Components of a CRM system are:
I. Users
II. Hardware and Operating Systems
III. CRM Software
IV. Business Processes

A)3 &4
B)1, 2, 3 & 4
C)2 & 4
D)1,2 & 3

Question 22

State whether the following are True/False.
I. HRM defines enterprise planning for work and job roles with respect to specific language.
II. HRM defines staff selection and decides various phases of the project according the policies of the company.
III. HRM does not facilitate recruitment process.
IV. HRM deploys effective search engine to easily find and sort out the profiles that is filtered with respect to the company's criteria.

A)1T, 2F, 3F, 4T
B)1T, 2T, 3T, 4T
C)1T, 2T, 3F, 4T
D)1T, 2T, 3F, 4F

Question 23

Important point to be kept in mind while evaluating ERP software is the total costs that includes
I. Cost of license
II. Cost of Training
III. Implementation and maintenance cost.
IV. Customisation and hardware requirements costs.

A)1, 2, & 3
B)2, 3, & 4
C)1, 2, 3, & 4
D)1, 2, &4

Question 24

Match the following sets of topology categories and their examples.
First Set:
I. Internal failure costs
II. External failure costs
III. Appraisal costs,
IV. Prevention costs
Second Set:
A. Costs of scrap.
B. Design and development of new quality equipment
C. Cost of inspecting upon arrival.
D. Warranty claims.

A)1A, 2D, 3C, 4B
B)1C, 2B, 3D, 4A
C)1C, 2D, 3A, 4B
D)1C, 2A, 3B, 4D

Question 25

World Software automatically allows the user to
I. Selectively mix, match and integrate software applications.
II. Easily modify it to ongoing business, local and organization-specific requirements.
III. Maximise productivity by shrinking the amount of training users n
IV. Add World Vision, its advanced graphical user interface.

A)1 & 3
B)2, 3, & 4
C)1, 2, & 3
D)1, 2, & 4