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Exam 15: Customer Relationship Management

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Question 71

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The corporate culture at Bransby's department store includes giving employees permission to make decisions and take action on their own to help their customers. This is the idea behind ________.

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Question 72

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A consumer can be happy with a product but switch to another company's good or service if provided additional value. This is why, according to your text, customer-driven companies strive to ________ their customers.

A) accurately target
B) motivate
C) pacify
D) delight
E) satisfy

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Question 73

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Nadim 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, Nadim 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 Nadim's store is practicing

An order has a total of 368 items (worth $23,000) and the firm ships 354 of the items (worth $21,000) on time. What is the dollar fill rate?

CRM technologies allow marketers to do all the following except

In the customer relationship management process, after data has been stored, computer programs can analyze the data to search for meaningful trends that the company can use to build customer relationships. This analysis process is called

Firms with a customer orientation set an expectation that all employees should seek to provide value to the customer in a way that meets, or hopefully exceeds, the customer's expectations.

Ensuring that customers can depend on receiving a good or service within a stated lead time and that there will be no problems with the order is the notion behind the customer service objective referred to as ________.

Companies seeking to protect customer information need only rely on the laws the U.S. government has put in place for protecting the financial, health, telephone, and e-mail information of citizens.

The fill rate measures the percentage of the total number of items on the order that the firm shipped on time.

The measurement of how well a CRM program prioritizes customers based on each customer's profitability is referred to as

Relationship marketing is a strategy that focuses on attracting, maintaining, and enhancing customer relationships, thus building brand loyalty.

If a company's CRM efforts lead to an increase in the number of goods or services purchased by a consumer, then it has been successful in increasing its

Since good customer relationships are built, in part, on trust, what can companies do to secure the personal data of its customers?

The marketing strategy that reflects the idea that a firm's long-term success must include a company-wide effort to satisfy customer needs and wants is referred to as

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

A local hair salon is analyzing its customer data to determine the last time each customer visited the salon, if he or she purchased a hair care product, and how much money the customer spends on the salon's services and products. In essence, it is trying to determine its customers' profit potential so it can target them for marketing efforts. What data analysis tool is the salon using?

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

The ultimate goal of delivering superior customer service is to increase brand recognition.

What issue highlighted in your text is an ever-present concern for customers regarding CRM systems?