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Exam 21: Customer Relationship Management (CRM)

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Question 31

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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 32

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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.

A) actionable
B) e-mail
C) response
D) compiled
E) predictive

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Question 33

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Kraft Foods Kraft Foods has created the Kraft food & family magazine. Inside each magazine there are recipes, coupons for Kraft products, and new product ideas. Readers can vote and provide ratings and feedback on their favorite recipes at kraftfoods.com. Readers are also encouraged to provide their own recipes that they have created. To receive the magazine a consumer has to fill out a "profile" which asks such questions as whether or not they like to cook, their age and the ages of their kids, their gender, and preferred language. Visitors to kraftfoods.com are required to sign in to vote or suggest ideas to the company. Kraft then sends a "thank you" email for participating in their Web site. These activities show that Kraft is involved with its most loyal customers. -Refer to Kraft's food & family.When Kraft Food's employees share information about customers gathered through the food & family initiative,they are practicing:

Frequent Fliers If you think George Clooney's character in the movie Up in the Air was pure fiction, think again. Clooney portrayed a frequent flier who enjoyed top-of-the-line perks the likes of which even most "elite" fliers don't experience. That's because he was a member of American Airline's invitation-only ConciergeKey recognition program. Most airlines maintain these unpublished super elite frequent-flier plans, such as Continental's Chairman's Circle and Delta's Executive Partner programs. These programs are reserved for the highest-volume customers in terms of miles flown or highest-value in terms of revenue. You'll have to fly upwards of 300,000 miles or spend $50,000 a year to be invited. -Refer to Frequent Fliers. Most airlines have considerable information regarding their frequent fliers,some of which was purchased from outside vendors. Purchasing information on customers to better describe their needs or to determine how responsive they might be to marketing programs is called:

Kraft Foods Kraft Foods has created the Kraft food & family magazine. Inside each magazine there are recipes, coupons for Kraft products, and new product ideas. Readers can vote and provide ratings and feedback on their favorite recipes at kraftfoods.com. Readers are also encouraged to provide their own recipes that they have created. To receive the magazine a consumer has to fill out a "profile" which asks such questions as whether or not they like to cook, their age and the ages of their kids, their gender, and preferred language. Visitors to kraftfoods.com are required to sign in to vote or suggest ideas to the company. Kraft then sends a "thank you" email for participating in their Web site. These activities show that Kraft is involved with its most loyal customers. -Refer to Kraft's food & family.Kraft's food & family magazine is a component in a program that allows Kraft to gather information about,and build a relationship with,a group of their best customers.In other words,the food & family magazine is a component in Kraft's _____ program.

Database elaboration is the addition of information to customer or prospect records for the purpose of better describing or better determining the responsiveness of those customers or prospects.

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?

While many catalog retailers send out a standard catalog to all potential customers,Land's End uses information it has gathered about customers in its CRM system to target the catalog to the individual.This approach used by Land's End is an example of the _____ approach.

To target outdoor enthusiasts,Subaru of America added an outdoor life section to its Web site that is organized by area of interest.The site will serve as a platform for co-marketing and promotional programs.This offering of customized products to a customer segment for the purpose of enhancing the auto manufacturer's customer relationships is an example of:

Continental Airlines has a system that captures information on everything from flight schedules,seat inventories,and customer profiles that is accessible by 35 departments and 1,300 employees. Continental's system is an example of a(n) :

What is knowledge management? What type of companies use knowledge management?

Which of the following is a common CRM marketing database application?

Consumers are reluctant to enter information through point-of-sale interactions because of privacy violation fears.

The way to people's hearts may be through their stomachs,but Kraft Foods has decided not to rely exclusively on that maxim to secure the long-term loyalty of its customers.It is also making new product developments through data generated from interaction between Kraft and its customers.In other words,Kraft Foods:

Distinguish between a compiled list and a response list. Which is most valuable to marketers?

A(n) _____ is a collection of data,especially one that can be accessed and manipulated by computer software.

Using customer database information to offer related products to customers is called:

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

Briefly describe five of the many common CRM marketing database applications.

When Amazon.com asks visitors to its Internet site to create wish lists and then invites them to send the lists to people who may be planning on buying them a present soon,it is relying on Web-based interactions to help it learn about its customers.