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 MKT610 fianl term spring 2009

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Admin
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PostSubject: MKT610 fianl term spring 2009   Wed May 19, 2010 10:07 pm

FINALTERM
EXAMINATION



Spring 2009


MKT610 - Customer
Relationship Management





Time: 120 min


Marks: 81













Question No: 1
( Marks: 1 ) - Please choose one



[You must be registered and logged in to see this image.]


Within the context of a supply chain,
__________ is the ability of a logistics system to satisfy users in terms of
time, dependability, communication and convenience.



Customer service


Just-in-time inventory


Distribution management


Replenishment









Question No: 2 ( Marks: 1 ) - Please choose one


[You must be registered and logged in to see this image.]


Which of the following is the description
of good sales people?



On site support


Problem solver


Organized


Empathetic









Question No: 3 ( Marks: 1 ) - Please choose one


[You must be registered and logged in to see this image.]


Operational
customer relationship management supports which one of the following functions?






Customer
campaigns



Front
Office



Data
mining



Effective
interaction










Question No: 4 ( Marks: 1 ) - Please choose one


[You must be registered and logged in to see this image.]


Which of the following
processes is
MOST critical to the success
of the firm?






Resource-allocation


Manufacturing and distribution


Payment and billing


Customer support/handling









Question No: 5 ( Marks: 1 ) - Please choose one


[You must be registered and logged in to see this image.]


Which of the following
refers to the “lowest” level of strategy?






Financial strategies


Marketing strategies


Operational strategies


HR strategies









Question No: 6 ( Marks: 1 ) - Please choose one


[You must be registered and logged in to see this image.]


The skill to stimulate someone to take
action refers to which of the following?









Skill to foresee


Skill to speed up
response



Skill to listen


Skill to induce









Question No: 7 ( Marks: 1 ) - Please choose one


[You must be registered and logged in to see this image.]


Which of the following is the act of
designing the company’s offering and image to occupy a distinctive place in the
mind of the target market?



Segmenting



Positioning



Targeting


Imaging









Question No: 8 ( Marks: 1 ) - Please choose one


[You must be registered and logged in to see this image.]


The customer
relationship involves tracking the full range of interactions with prospects
and customers
EXCEPT:


Customer service and
support interaction



Sales interaction


Marketing interaction


Higher management activities









Question No: 9 ( Marks: 1 ) - Please choose one


[You must be registered and logged in to see this image.]


Which of the following process consists of
the buying and selling of products or services over electronic systems such as
the internet and other computer networks?






E-mail Marketing


Web Personalization


Sales force Automation


E-commerce









Question No: 10 ( Marks: 1 ) - Please choose one


[You must be registered and logged in to see this image.]


Salesforce.com was one of the first to
deliver customer relationship management (CRM) software over the internet. Many
companies are using CRM to create more sales with existing customers. All of
these companies are banking on the increasing importance of __________ as a
growing source of sales.



Media convergence


Distribution elasticity


E-commerce


Sales force automation









Question No: 11 ( Marks: 1 ) - Please choose one


[You must be registered and logged in to see this image.]


Front Office CRM Systems covering real-time
aspects of sales related activity is referred to as:






Sales Force Automation


CRM Customer Services


CRM Customer Communications


Automated Marketing









Question No: 12 ( Marks: 1 ) - Please choose one


[You must be registered and logged in to see this image.]


Which of the following
is
NOT a characteristic of the
Business-to-Business arena?






Large markets


Wide geographic spread




Complex buyer behavior



Low volume of transactions









Question No: 13 ( Marks: 1 ) - Please choose one


[You must be registered and logged in to see this image.]


The phase in the selling process in which
the salesperson gathers as much information about the prospective client before
the sales call is called:



Prospecting


Targeting


The approach



Pre-approach








[You must be registered and logged in to see this link.]








Question No: 14 ( Marks: 1 ) - Please choose one


[You must be registered and logged in to see this image.]


Negotiation is a give and take activity in
which both parties try to shape a deal that satisfies both of them; it reflects
which one of the following negotiation?






Standard negotiation



Co-operative negotiation


Collusive negotiations


Competitive negotiation









Question No: 15 ( Marks: 1 ) - Please choose one


[You must be registered and logged in to see this image.]


“Lead tracking, distribution and management” are functional components of
which of the following?






Marketing application


Sales application


Support application


Customer service









Question No: 16 ( Marks: 1 ) - Please choose one


[You must be registered and logged in to see this image.]


Electronic
booksellers like amazon.com and barnesandnoble.com are likely to enjoy strong
sales in the future because books are a product category that:






Can be
delivered digitally



Are highly standardized


Require audio or video demonstration


Do not require pre-purchase trial








[You must be registered and logged in to see this link.]















Question No: 17 ( Marks: 1 ) - Please choose one


[You must be registered and logged in to see this image.]


Which of the following
is the application of insight to create relevant interaction or communication
with consumers, customer’s channels suppliers and partners that build value
relationships?






Combine


Correlate


Cognize



Connect









Question No: 18 ( Marks: 1 ) - Please choose one


[You must be registered and logged in to see this image.]


“The process to
impart information from a sender to a receiver with the use of a
medium” reflects which one of the following concepts?


Channel


Decoding


Communication


Message









Question No: 19 ( Marks: 1 ) - Please choose one


[You must be registered and logged in to see this image.]


The ability to communicate effectively:









Can be
learned



Depends on the education level of those
around you



Depends on not using technology to send
messages



Is a natural talent that cannot be learned









Question No: 20 ( Marks: 1 ) - Please choose one


[You must be registered and logged in to see this image.]


A good, service, or idea consisting of a
bundle of tangible and intangible attributes that can satisfy consumers is
called a:



Commodity



Product


Durable good


Nondurable good









Question No: 21 ( Marks: 1 ) - Please choose one


[You must be registered and logged in to see this image.]


The target market for cookbooks is
predominantly female and over 25 while the readership for comic books is mainly
males between the ages of 15 to20. This is important __________ information for
a publisher to know.



Psychographic


Socioeconomic


Demographic


Geographic









Question No: 22 ( Marks: 1 ) - Please choose one


[You must be registered and logged in to see this image.]


Customer satisfaction with the purchase of
a product is dependent upon what?



The product's performance
relative to the buyer's expectations



The product's performance relative to the
price



The product's performance relative to the
service



The product's performance relative to the
quality










Question No: 23 ( Marks: 1 ) - Please choose one


[You must be registered and logged in to see this image.]


A loyal customer has which kind of the
relationship with the organization?



No relationship


Indifferent relationship


Emotional relationship


Transactional
relationship










Question No: 24 ( Marks: 1 ) - Please choose one


[You must be registered and logged in to see this image.]


Which of the following tracks all the steps
in the sales process?









None of the given
options



SCM


SFA


CRM









Question No: 25 ( Marks: 1 ) - Please choose one


[You must be registered and logged in to see this image.]


In property development, customer
relationship is based on which of the following factors?






Attitudes


Money


Trust


Convenience









Question No: 26 ( Marks: 1 ) - Please choose one


[You must be registered and logged in to see this image.]


Which of the following does not drive the
growth of direct marketing?










Technology


Customer perceptions


Poduct


Market changes









Question No: 27 ( Marks: 1 ) - Please choose one


[You must be registered and logged in to see this image.]


Which of the following is NOT a benefit of direct
marketing?






Convenience


Interactive


Customer relationship building



Assists
client prospecting






[You must be registered and logged in to see this link.]












Question No: 28 ( Marks: 1 ) - Please choose one


[You must be registered and logged in to see this image.]


Inquisitive is the characteristic of which
of the following category?



Hypocritical mood customer


Complaining mood customer


Objection mood customer


Indifference mood customer









Question No: 29 ( Marks: 1 ) - Please choose one


[You must be registered and logged in to see this image.]


Which of the following
is a person’s pattern of living as expressed in his or her psychographics?






Social class


Lifestyle


Culture


Personality









Question No: 30 ( Marks: 1 ) - Please choose one


[You must be registered and logged in to see this image.]


The buyer-supplier
relationship characterized by a close cooperative relationship where the seller
adapts to meet the customer's needs without expecting much adaptation or change
on the part of the customer in exchange is referred to:




Customer
is king



Buyer-supplier relationship is transctional



Supplier is king


None of the given options









[You must be registered and logged in to see this link.]











Question No: 31 ( Marks: 1 ) - Please choose one


[You must be registered and logged in to see this image.]


Internal strengths and weaknesses are
usually referred to as:






Uncontrollable activities within an
organization



Controllable activities within
an organization



Most important for shareholders and
stakeholders



Important as external opportunities and
threats










Question No: 32 ( Marks: 1 ) - Please choose one


[You must be registered and logged in to see this image.]


Karen's company just finished meeting with
the consultants who delivered a 4-year plan of renovation for a company. Which
part of the strategic landscape has been described in this statement?



Strategy assessment


Strategy implementation


Strategy formulation


Strategy initiation









Question No: 33 ( Marks: 1 ) - Please choose one


[You must be registered and logged in to see this image.]


When an organization understands the psyche
of people at large scale through research and marketing activities towards
organization and product is known as:






Formulation and
implementation of an organization's procedures



Good-will through a two way communication process


Coordination of communications programs public


Evaluation of public attitudes
and opinions










Question No: 34 ( Marks: 1 ) - Please choose one


[You must be registered and logged in to see this image.]


After shopping at [You must be registered and logged in to see this link.]
, Mr.A received an e-mail from the online retailer of dolls and doll
accessories that told him when the doll would be shipped and when it should
arrive at him house. The e-mail is an important element of which one of the
seven elements of web design?



Content


Clarity


Customization


Communication









Question No: 35 ( Marks: 1 ) - Please choose one


[You must be registered and logged in to see this image.]


Identify which is NOT the part of Modules of
CRM?









Advanced technologies


Functional components



Financial
components



► Channels









Question No: 36 ( Marks: 1 ) - Please choose one


[You must be registered and logged in to see this image.]


In which of the
following phase of CRM, a business relies on CRM software tools and databases
to help the company proactively identify and reward its most loyal and profitable
customers to expand their business via targeted marketing and relationship
marketing programs.



Satisfied



Retain


All of the given options


Acquire








[You must be registered and logged in to see this link.]















Question No: 37 ( Marks: 1 ) - Please choose one


[You must be registered and logged in to see this image.]


The changing
demographics of global consumers has tremendous implications on the nature of
opportunities for organizations. In view of this which of the following statements
in incorrect.



Global marketers need to face up to the
challenges.



This can only be regarded as a major threat to the survival of
today's organizations as it will bring significant costs to them.






There has been a
reduction in birth rates in many developed economies.



Businesses need to develop and market
products and services that cater to the changing needs of the ageing consumers.












[You must be registered and logged in to see this link.]


















Question No: 38 ( Marks: 1 ) - Please choose one


[You must be registered and logged in to see this image.]


Which of the following is the best example
of a people-based service?






Vending machines


Airlines


Appliance repair


Movie theaters









Question No: 39 ( Marks: 1 ) - Please choose one


[You must be registered and logged in to see this image.]


Any single product or service can deliver:








Same benefits to different customers


Same benefits to delighted customers



Different
benefits to different customers



Same benefits to loyal customers









Question No: 40 ( Marks: 1 ) - Please choose one


[You must be registered and logged in to see this image.]


In a recent agreement with South African
Fruit Growers Cooperative, UPS contracted to transport its produce to
supermarkets in Great
Britain. In marketing terminology, the
supermarkets are an example of __________, and the people who buy the fruit are
examples of ___________.



Ultimate consumers; organizational buyers


Organizational users; individual users


Broad markets; narrow markets


Organizational buyers;
ultimate consumers










Question No: 41 ( Marks: 1 ) - Please choose one


[You must be registered and logged in to see this image.]


It is likely that global competition will
become more fiercely intensive because:






Organizations are forming alliances with other market players.


Competitors are becoming
more aggressive.



Competitors can
seemingly access any international market and compete freely.



Competitors are increasing in size and have
more resources to compete.






[You must be registered and logged in to see this link.]












Question No: 42 ( Marks: 1 ) - Please choose one


[You must be registered and logged in to see this image.]


Which
one of the following options is
NOT considered a major area on which customer relationship
management focuses?



Expansion of customer
base



Reduction of advertising costs


Gaining new customers but no focus on existing ones


Personal information gathering and
processing










Question No: 43 ( Marks: 3 )


[You must be registered and logged in to see this image.]


How
CRM does help to grow business?






Answer


[You must be registered and logged in to see this image.]














Question No: 44 ( Marks: 3 )


[You must be registered and logged in to see this image.]


How
''moments of truth'' contribute to the image of an organization?















Question No: 45 ( Marks: 3 )


[You must be registered and logged in to see this image.]


What is sales cycle and how it is affected by the sale people
behaviors?


















Question No: 46 ( Marks: 5 )


[You must be registered and logged in to see this image.] Now business organization’s focus has been converted from
product driven environment to customer-driven and value-focused environment.
How customer-driven and value-focused environment affect business activities to
enhance performance and profitability of the organization?















Question No: 47 ( Marks: 5 )


[You must be registered and logged in to see this image.]


“The lifetime value of
individual customers is predictable” Critically analyze the statement.















Question No: 48 ( Marks: 10 )


[You must be registered and logged in to see this image.]


Today, every organization is exclusively used the term
“360-degree view of the customer” in its marketing and selling view. What is
actually meant by 360-degree view of the customer? Why technology is important
for the application of 360-degree view of the customer how it works for
organizational activities? What are the merits and demerits of 360-degree view
of the customer?















Question No: 49 ( Marks: 10 )


[You must be registered and logged in to see this image.]


A new electronic company is entering in the local market, how
will it create a good image by using reputation management? How good reputation
will affect the organizational internal environment on the whole?









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