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

Accepted Answer

Corporate planning is not directly involved in customer relationships.

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

Accepted Answer

The telephone is not a new media technology; it has been around for much longer compared to the other options listed.

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

Accepted Answer

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

Accepted Answer

The answer of The keys to communications in the contemporary...

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.

Accepted Answer

All the options listed (Spam, Filters, Lost content, Media-clutter) are indeed problems associated with electronic communication, making option E incorrect.

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

Accepted Answer

The answer of A customer-centric view involves placing:
A) The customer...

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

Accepted Answer

In 1900, businesses were more localized and personal, allowing for a customer-centric approach similar to today's personalized services.

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

Accepted Answer

Companies focused on expanding geography and adding customers to increase volume typically rely on scale as a competitive strategy, as it involves increasing production and distribution to lower costs and improve efficiency.

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

Accepted Answer

In-aisle advertising is a marketing strategy rather than a technology for gathering consumer data.

Question 10

Today's distribution channels are dominated by
A) Manufacturers
B) Wholesalers
C) Retailers
D) Jobbers
E) Manufacturer's agents

Accepted Answer

Retailers dominate today's distribution channels as they are the primary point of contact with consumers, controlling the final sale and having significant influence over the supply chain.

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

Accepted Answer

The answer of CRM provides an information support base that...

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

Accepted Answer

The answer of This new buyer leverage in distribution channels...

Question 13

CRM demands ________, company wide, at each and every customer touch point.
A) Performance
B) Participation
C) Compliance
D) Involvement
E) Activity

Accepted Answer

The answer of CRM demands ________, company wide, at each...

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

Accepted Answer

The answer of The underlying mentality of campaign development is...

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

Accepted Answer

This traditional marketing approach focuses on mass promotion and incentives rather than building long-term customer relationships, which is contrary to the CRM philosophy that emphasizes customer retention and personalized engagement.

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

Accepted Answer

Focusing on the best customer price is more about pricing strategy rather than shifting the business focus to customer relationships, which is the essence of CRM.

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.

Accepted Answer

Customer pricing is not typically considered an element of marketing automation, which focuses more on automating marketing tasks like segmentation, data integration, and campaign management.

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.

Accepted Answer

Marketing Automation does not specifically require providing pricing for ASM (Application Service Management) as a criterion for its effectiveness.

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

Accepted Answer

The answer of Using a liberal interpretation of marketing automation,...

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

Accepted Answer

Program Significance is not typically a consideration in campaign management planning, which focuses more on timing, audience, media, and promotional aspects.

Quiz 11: CRM, Marketing Automation, and Communication

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

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

Technology has also cursed marketing by

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

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

A customer-centric view involves placing:

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

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.

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

Today's distribution channels are dominated by

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

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?

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

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

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

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?

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

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?

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

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