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Exam 18: Customer Relationship Management CRM

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Question 61

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Subaru Canada added an outdoor life section to its website that is organized by area of interest to target outdoor enthusiasts.The site will serve as a platform for co-marketing and promotional programs. -Refer to Subaru.The site will serve as a platform for co-marketing and promotional programs,and will allow Subaru to gather most overt and covert information.Which of the following provides the most likely reason that Subaru has added this section to its site?

A) to lessen the importance of customer service
B) to design more targeted marketing communications
C) to reduce problems associated with cultural diversity
D) to increase the effectiveness of its channels of distribution

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Question 62

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What is the overlay of information to customer or prospect records for the purpose of better describing or better determining the responsiveness of customers or prospects?

A) data mining
B) information formatting
C) predictive modelling
D) database enhancement

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Question 63

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By listening to customer feedback and informally gathering specific comments on benefits and features that the marketing department thought interested customers,the manufacturers of SUVs have made sure that every seat has at least one cup holder.What did the manufacturers of SUVs use?

What is the core of the data warehouse?

Data mining in a CRM environment is normally an informal process of collecting customer information through customers' feedback on products.

What is a companywide business strategy designed to optimize profitability,revenue,and customer satisfaction by focusing on highly defined and precise customer segments?

Data mining analyzes significant relationships simultaneously among several customer dimensions with vast data warehouses.

Which of the following is a data mining technique based on the notion that "birds of a feather flock together?"

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

Which list generally includes names and addresses gleaned from directories or membership rosters?

Customer relationship management requires that companies are organized around customer segments.

Volvo has a website that caters to car enthusiasts who might want to see concept cars evolve into real-life products.It would have used data mining to locate people who were car enthusiasts and innovators.

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

According to the text,which statement is true about Canadian privacy legislation?

Les Ailes de la Mode is a Quebec retail store that promotes the highest quality customer service.The company has established itself not only as a top retailer in the province,but also as a credit card and point program company,a cataloger,and even a publisher.It gathers customer information for its credit cards and point program through catalogue orders,and through subscriptions to its publications. -Refer to Les Ailes de la Mode.How did Les Ailes de la Mode learn that its customers wanted more and better trained store personnel?

As flextime,consulting,telecommuting,and downsizing make it more difficult for people to donate blood at the workplace,Canadian 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.What type of list of donors did the organization develop to receive birthday cards?

Which type of interactions occur when a customer buys a product with his or her credit card?

Which of the following BEST describes customer relationship management?

After Ruth and Mike had paid in advance for their week's stay at a country inn,Ruth felt like they might have chosen poorly and that they were committing themselves to stay at a place they might hate.Then Ruth got a letter from the inn's owner stating that she was looking forward to their visit and asking what they most enjoyed for breakfast.How did the hospitality of the letter deal with Ruth's cognitive dissonance?

As a process strategy,customer relationship management manages the interactions between a company and its customers.