old  CRM (correlates to chapter 11) practice quiz


1.
Over time, the customer relationship with vendors has become more impersonal for all of the following reasons except:
A.
people move from farms to cities
B.
consumers became mobile
C.
supermarkets and department stores proliferated
D.
customer relationship management systems were developed
E.
the Internet grew rapidly


2.
Which of the following best describes CRM?
A.
a process
B.
a set of technologies
C.
an information system
D.
a way of thinking and acting
E.
a set of decisions


3.
Which of the following is an important enabler of CRM?
A.
recognizing that there are many customer touch points
B.
recognizing the necessity of treating all customers the same
C.
recognizing the need for sophisticated CRM information systems
D.
recognizing the need for sophisticated customer databases
E.
recognizing the need for a data warehouse


4.
Which of the following is not a customer touch point?
A.
telephone contact
B.
e-mail
C.
Web sites
D.
customer visits to a store
E.
none of the above – all are touch points


5.
The complete data on a customer is called:
A.
a profile
B.
a record
C.
a 360-degree view
D.
a file
E.
a consolidated customer map


6.
Which of the following allows customers to connect to a company representative and conduct an instant messaging session?
A.
information help desk
B.
live chat
C.
customer interaction center
D.
teleconference
E.
videoconference


7.
AT&T sells telephone services that include local and long-distance service, voice mail service, caller ID, and digital subscriber line access to the Internet. This is a form of:
A.
up-selling
B.
cross-selling
C.
bundling
D.
customer relationship management
E.
customer intimacy


8.
You are in the market for a small economy car. The salesperson has you drive the economy car, and then hands you the keys to a mid-size car of the same brand for you to drive. The salesperson is engaged in:
A.
up-selling
B.
cross-selling
C.
bundling
D.
customer relationship management
E.
customer intimacy


9.
A check-in kiosk at the airport would be what type of CRM application?
A.
Inbound telesales
B.
Customer touching
C.
Outbound telesales
D.
Sales
E.
Customer facing


10.
Subway's new loyalty card program was difficult for the company's IT department to implement. Which of the following is the main reason for this difficulty?
A.
The program provided too much data for the IT department to handle.
B.
The program was too expensive for the IT department budget.
C.
The program included too many Subway stores.
D.
Subway stores are owned by franchisees.
E.
Subway store owners refused to adopt the new program.


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