Question 1

When a business allows employees to make decisions about how service is provided to customers it is practicing

Accepted Answer

Allowing employees to make decisions about how service is provided to customers is known as empowerment. It gives employees a sense of ownership and can improve both employee job satisfaction and customer satisfaction. Relationship management is focused on building and maintaining strong relationships with customers. Quality control involves ensuring that products or services meet specific standards. Standardization refers to the process of creating and maintaining consistent procedures and practices. Employee equity is focused on ensuring that employees are treated fairly and equitably in the workplace.

Question 2

A company that personalizes service by tailoring product information for individual customers in order to provide an exceptional,personalized shopping experience is practicing

Accepted Answer

Clientelling is the practice of using customer data and analytics to provide personalized service and product information to individual customers, with the intention of creating a more engaging and personalized shopping experience. This can include using customer data to make recommendations, providing tailored promotions, and even arranging personalized styling sessions with customers.

Question 3

The mechanism that filters large amounts of information about many consumers' previous purchases that may be related in some way in order to predict consumer preferences is known as

Accepted Answer

Collaborative filtering is a mechanism that filters large amounts of information about many consumers' previous purchases that may be related in some way in order to predict consumer preferences. This method is commonly used in recommendation systems for products, movies, or music, to suggest items that the consumer may be interested in based on their past preferences and behavior. Specialized marketing and client marketing are broad terms that do not specifically refer to this type of mechanism. Geofencing refers to a location-based technology that sends messages to users when they enter a specific area, and business-customer marketing does not refer to this type of filtering mechanism.

Question 4

The concept of empowerment means

Accepted Answer

Empowerment refers to the practice of granting employees the autonomy to make decisions and take action to improve customer experience, which is described in option A. The other options provide different descriptions of customer service, but they do not specifically relate to the concept of empowerment.

Question 5

Maintaining and enhancing good customer relationships begins with a company culture that

Accepted Answer

Placing customer service as a high priority is essential for maintaining and enhancing good customer relationships.

Question 6

Which of the following is the best source of information about in-person customer interactions and is particularly helpful in gathering specific customer information such as contact information and purchase preferences?

Accepted Answer

Sales personnel are the best source of information about in-person customer interactions as they have direct contact with the customers and can gather specific customer information such as contact information and purchase preferences. Competitor sales data, Facebook and Twitter postings, sweepstakes entries, and e-mails to customer service may provide some information about customer interactions, but they are not as reliable or specific as the information gathered by sales personnel.

Question 7

The customer relationship management process is described in your text as being

Accepted Answer

The text describes the customer relationship management process as being iterative, meaning that it is a cyclic process where each stage feeds into the next and can be revisited and improved upon over time. This allows for ongoing development and refinement of customer relationships rather than a linear or finite process.

Question 8

Trisha works in an upscale department store.She has been instructed by the management staff that she can take up to 20 percent off a product if it appears damaged in some way.In addition,Trisha is encouraged to help customers as she sees fit,including giving customers discount coupons on future purchases if they return a product because they weren't satisfied.The management at Trisha's store is practicing

Accepted Answer

Trisha's ability to take discounts and offer coupons at her discretion demonstrates that she has been given the power and authority to make decisions and take actions to improve the customer experience. This is an example of empowerment, which is when employees are given the ability to make decisions and take actions to improve the organization's performance.

Question 9

A company uses a software program to capture and analyze consumer data to create and maintain customer profiles,including buying habits and purchasing patterns.It then uses this information to design individualized fulfillment strategies for its customers.The company is most likely engaged in

Accepted Answer

The company is engaged in customer relationship management, which involves capturing and analyzing data to create and maintain customer profiles, designing individualized strategies, and fostering long-term relationships with customers. Customer segmentation analysis, share of customer management, lifetime value marketing, and target market segmentation may all be used in customer relationship management, but none of them fully capture the comprehensive approach described in the question.

Question 10

The first step in the customer relationship management process is to

Accepted Answer

The first step in the customer relationship management process is to identify current customers. This involves creating a list or database of existing customers. Without this step, it is difficult to move forward with analyzing and utilizing customer information.

Question 11

The process by which companies get new customers,keep the customers they already have,and grow the business by increasing their share of customers' purchases is referred to as

Accepted Answer

The process described in the question is known as customer relationship management (CRM), which involves managing interactions with current and potential customers to increase loyalty and sales. Relationship marketing, lifetime value marketing, customer segmentation analysis, and share of customer are all related concepts that contribute to CRM, but none fully encompass the entire process described in the question. Therefore, the best choice is E, customer relationship management.

Question 12

A business is trying to determine which customers buy its products online versus going to its retail stores.By doing so,the firm is engaged in which step of the customer relationship management process?

Accepted Answer

The firm is trying to understand how customers interact with its business, whether online or in retail stores, which is a part of understanding customer interactions.

Question 13

A company that tracks customers' shopping patterns and then sends them sales offers that complement their previous purchases is engaged in

Accepted Answer

This scenario describes a customer relationship management strategy. By tracking shopping patterns and tailoring sales offers, the company is working to build a relationship with its customers and improve their overall shopping experience. This approach is focused on improving customer loyalty and retention over time, which aligns with the goals of CRM. Lifetime value marketing, target market segmentation, and share of customer management may be related practices, but they do not capture the breadth of activities involved in this scenario. Customer segmentation analysis is too broad of a category to provide a specific answer.

Question 14

Any point at which a customer and the company come into contact is called a

Accepted Answer

A touch point refers to any interaction or encounter between a customer and a company, whether it happens online, in person, or through any other communication channels. This can include visiting a physical store, browsing a website, calling customer support, or receiving marketing emails. By identifying and optimizing touch points, companies can improve customer experience and build stronger relationships with their audience.

Question 15

Geri was shopping at a local strip mall.Suddenly,her smartphone chimed to let her know that certain stores in the mall were offering coupons.This is an example of

Accepted Answer

This is an example of geofencing, a location-based marketing technique that uses GPS or RFID technology to send promotional messages or offers to customers when they enter a specific geographical area, such as a shopping mall or a retail store. The smartphone's notification system uses the geofencing technology to send Geri alerts about the offers available in the stores located in the strip mall.

Question 16

The perceived benefits,both monetary and nonmonetary,that a customer receives from a product compared to the cost associated with obtaining it is referred to as

Accepted Answer

Customer value is the perceived benefits, both monetary and nonmonetary, that a customer receives from a product compared to the cost associated with obtaining it. This concept is a central idea in marketing because it helps to determine whether a product is worth the price and whether customers will continue to purchase it in the future.

Question 17

A manufacturer of kitchen cabinets relies on timely delivery from its wood supplier in order to produce its products.The company would like to have its shipment of wood delivered all at once,but it often comes in multiple shipments.While this is not usually a problem and the manufacturer is generally happy with its supplier,it has found another supplier that will deliver the wood in one shipment.Because of this,the manufacturer has decided to switch suppliers.This is an example of how

Accepted Answer

The manufacturer of kitchen cabinets is not satisfied with the fact that the wood deliveries come in multiple shipments even though they are generally happy with the supplier. They have found another supplier that will deliver the wood in one shipment, and the manufacturer has decided to switch suppliers. This indicates that meeting a customer's expectations does not always lead to brand loyalty.

Question 18

The term used to describe a business that focuses on attracting,maintaining,and enhancing customer relationships in order to build brand loyalty is

Accepted Answer

Relationship marketing is the term used to describe a business strategy that focuses on attracting, maintaining, and enhancing customer relationships to build brand loyalty.

Question 19

Which of the following is not true regarding the application of a marketing concept?

Accepted Answer

This statement is not true because in a marketing concept, it is necessary for all areas of a firm to be customer oriented, not just sales and marketing. All functions, including production, finance, and human resources, should be focused on meeting the needs and wants of customers in order to deliver value and achieve business success.

Question 20

CRM technologies allow marketers to do all the following except

Accepted Answer

CRM technologies allow marketers to capture data, interact with customers, take information and tailor goods accordingly, and track consumer behavior over time. However, adopting a broad approach focusing on the needs of the entire market is not a function of CRM technologies.

Quiz 14: Customer Relationship Management