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Exam 21: Customer Relationship Management Crm

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Question 41

Multiple Choice

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Ford Canada has turned to the Internet to help it stand apart from its competitors in the automotive industry.One Internet ad shows a Ford truck driving out of a forest with its engine roaring and mud splattering on the screen.The wipers come on to reveal the Ford "Built Tough" logo,which then recedes to the side of the screen.The ad directs people to a site where they can sign up to receive direct mail from Ford.Ford Canada will combine this database with a database of new F-Series truck owners to look for significant patterns and trends.Ford Canada will use:

A) an information search system.
B) knowledge trending.
C) data interpolation.
D) data graphing.
E) data mining.

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Question 42

Multiple Choice

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Outdoor gear retailer Recreational Equipment,Inc.(REI) in Washington collects a vast amount of data through its Web site,direct mailings,and retail stores.When REI considers new store locations,it examines order data to find places with high concentrations of customers buying online and through the company's catalogs.REI would be using _____ to identify potential store locations.

A) information formatting
B) database enhancement
C) data mining
D) data shading
E) customer prediction

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Question 43

True/False

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Customer-centric is an internal management philosophy similar to the marketing concept.

Best Buy instituted a system in all of its stores that customizes their product offerings for the five key customer segments it has identified: affluent professional males,young entertainment enthusiasts,upscale suburban moms,families who are practical technology adopters,and small businesses with fewer than 20 employees.This focus implies that Best Buy is:

Leah wants to develop a mailing list of people who have participated in bicycle rides for charities.She has offered to purchase a list of last year's Alabama-based Ride for Life,which was held to raise funds for cancer research.Leah is building a(n) _____ list.

Multinational companies often face difficult problems when pulling together internal data about their customers.

Customer lifetime value analysis shows marketers how much they can spend to acquire new customers.

Looking to build up its postpurchase relationships,Evans Auto Care recently launched a service whereby customers can sign up to get e-mail service reminders,access information about their vehicles,and receive special promotions.Evans Auto Care is using _____ to enhance its customer relationships.

A(n) _____ is the point at which a customer and a company representative exchange information and develop learning relationships.

Lifetime value analysis can show marketers:

_____ is the percentage of customers that repeatedly purchase products from a customer.

Countries in _____ generally have the strictest legislation regarding the collection and use of customer data.

_____ interactions occur when customers buy products in a store.

Explain the importance of interactions in a customer relationship management (CRM)system.Most colleges and universities have some form of CRM system.Describe an interaction that occurs at your institution.

Blood Services As flextime,consulting,telecommuting,and downsizing make it more difficult for people to donate blood at the workplace,Brooklyn/Staten Island Blood Services has launched a CRM marketing campaign to boost awareness and repeat donations.Early in the campaign,it went to its listings of previous donors and pulled out those with birthdays in February,March,and April.These donors were sent a birthday card with the greeting,"On the anniversary of your life,would you consider saving another's life?" -Refer to Blood Services.The organization used CRM marketing to:

A common CRM application is cross-selling other products or services to customers.

Comment on the following statement: "A CRM cycle is a rather simplistic customer service strategy." Is this an accurate statement? Provide an alternative explanation of a CRM cycle.

Which of the following is a data manipulation technique that projects the future value of the customer over a period of years using the assumption that marketing to repeat customers is more profitable than marketing to first-time buyers?

Once customer data are analyzed and transformed into usable information,the information must be:

Hudson's Bay Company in Canada operates The Bay,Zellers,Home Outfitters,and Hbc.com.At each of its stores and its Web site,it gives HBC Rewards that enable members to earn points,which can be redeemed in the HBC Rewards catalog for various items,including travel,leisure and entertainment items,Air Miles reward miles,or Bay and Zellers gift certificates.To use the system,customers have to provide their HBC card number.This reward program enables Hudson's Bay to engage in _____ interactions with its customers.