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Customer Relationship Management Concepts, Applications and Technologies, 5th Edition BY Chapter 1-14 CHAPTER ONE AN INTRODUCTION TO CRM Multiple Choice 1.
What are the three forms of CRM? a. Strategic, operational, analytical b. Operational, tactical, analytical c. Tactical, operational, and strategic d. Analytical, technical, and operational (a)
2.
Which of the following is not a characteristic of CRM? a. CRM is an organizational capability. b. CRM centres on the creation and maintenance of profitable customer relationships. c. CRM is grounded in insights from customer-related data. d. CRM includes the design and delivery of superior value propositions. e. CRM is a universal solution, easily implementable by any company. (e)
3.
What is the most serious misunderstanding about CRM? a. CRM is the responsibility of the marketing and/ or sales teams only. b. CRM is an IT system. c. CRM automates ‘everything’. d. CRM is about loyalty schemes. (b)
4.
Which is true of CRM 1.0, but not CRM 2.0? a. Customer data sources include ‘big data’ sources. b. CRM data are both structured and unstructured. c. CRM data are often stored on the cloud. d. Customer interactions are pre-planned. (d)
5.
Which of the following are not direct CRM constituencies? a. Customers and partners. b. Social media companies.
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