Chapter 1: The Nature of Customer Relationship Management
MULTIPLE CHOICE
1. At the broadest level, the function of an enterprise’s marketing activities is to: a. generate ideas for new products b. conduct marketing research c. bring buyers and sellers together d. create marketing strategies e. promote the organization’s products
2. Which of the following terms communicates the idea that a major goal of a business enterprise is to engage in interactions with customers over the long term? a. marketing management b. customer focus c. relationship management d. customer retention e. share of customer
3. Which of the following businesses is LEAST likely to have a CRM program? a. airline b. credit card company c. electric company d. hotel chain e. casino
4. Which of the following statements would contemporary marketers disagree with? a. once a sale offers, the firm must stress managing relationships with customers. b. making a sale is the start of the relationship process. c. relationships should intensify after a sale. d. many customer relationships encourage additional exchanges. e. most customers want the same products for the same reasons.
5. Establishing relationships with customers can: a. increase long run sales b. reduce marketing costs c. provide benefits to the business d. provide benefits to the customer e. all of the above
6. A process to compile information that increases understanding of how to manage the organization’s relationships with its customers, by it’s simplest definition, is: a. an IT system b. a CRM system c. data mining d. customer retention e. data
