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

Accepted Answer

CRM stands for Customer Relationship Management. It involves managing a company's interactions with current and potential customers, using data analysis about customers' history with a company to improve business relationships, specifically focusing on customer retention and ultimately driving sales growth.

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

Accepted Answer

The customer life cycle refers to the stages a customer goes through in their relationship with a supplier, from initial awareness to purchase and beyond.

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

Accepted Answer

Customer extension involves expanding the relationship with existing customers, which is a key component of customer relationship management.

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

Accepted Answer

Electronic customer relationship management (e-CRM) focuses on using digital communications technologies to enhance and optimize customer relationships, including maximizing sales to existing customers and encouraging ongoing engagement with online services.

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

Accepted Answer

Minimising the breadth, depth, and nature of the relationship is not an advantage of using the Internet for relationship marketing. On the contrary, effective relationship marketing aims to enhance and deepen the relationship with the customer.

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

Accepted Answer

A qualified lead is necessary to decide if the customer is a good potential target for further communications. This involves assessing the customer's interest level and potential to purchase, beyond just having their contact information.

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

Accepted Answer

The 'C' in the RACE framework stands for Convert. This step focuses on converting interactions into valuable actions or sales, which is a critical part of improving the commercial value from digital marketing efforts.

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

Accepted Answer

The term "searching behaviours" encompasses the various ways customers use digital media to gather information and make purchase decisions, reflecting their individual preferences and needs.

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

Accepted Answer

All of the options listed are techniques used by e-commerce managers to drive traffic to their sites. Digital media channels, online marketing communications, and offline marketing communications are all integral parts of a comprehensive marketing strategy.

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

Accepted Answer

The term "Cost per acquisition" (CPA) refers to the cost associated with acquiring a new customer through a marketing campaign.

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

Accepted Answer

A traffic building campaign involves using both online and offline promotion techniques to increase the audience of a site.

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

Accepted Answer

All the listed activities (A, B, and C) are components of e-PR strategies. Link building enhances online visibility, social networks and online communities are platforms for engagement and spreading positive mentions, and communicating with media online helps in getting coverage in digital publications, all of which are aimed at improving the online presence and reputation of a company, product, or brand.

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

Accepted Answer

The Altimeter report (2010) provides a framework known as "The 5Ms" for reviewing strategy implementation in social media.

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

Accepted Answer

Online sponsorship is the third key type of online partnership, alongside link building and affiliate marketing. It involves a company sponsoring specific content or sections of a website to promote its brand or products, thereby integrating its marketing efforts with online content providers.

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

Accepted Answer

A house list refers to a database of customer names, email addresses, and profile information that a company has collected over time. It is used for targeted email marketing campaigns to engage existing customers or prospects, making it a valuable asset for both prospect conversion and customer retention strategies.

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

Accepted Answer

Social media and viral marketing can reach a large audience at a relatively low cost due to the nature of online sharing and the vast reach of social media platforms.

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

Accepted Answer

Component Tracking and Preventive Maintenance Control are subsystems of the Plant Maintenance module, focusing on tracking parts and scheduling maintenance activities. Inventory Management and Cost Management are typically separate modules or subsystems within an ERP system.

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

Accepted Answer

PDM systems are used to manage product data throughout the product lifecycle. The main components of PDM systems include data management, classification of components, and product structure.

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

Accepted Answer

Order Management, Warehouse Management, Foreign Trade, and Sales Support are all sub-modules of the Sales and Distribution module.

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.

Accepted Answer

The answer of Match the following: First set:
I. Material request...

Quiz 4: Business and Marketing Technology

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?

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?

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

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

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?

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?

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 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:

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

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?

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:

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 strength of social media and viral marketing is:

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

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

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

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