Customer Relationship Management (CRM)
Textbook Exam Questions
Course Introduction
Customer Relationship Management (CRM) explores the strategies, technologies, and processes that organizations use to manage and analyze customer interactions and data throughout the customer lifecycle. This course covers the fundamentals of building strong, long-term relationships with customers, understanding customer needs, and leveraging CRM systems to enhance customer satisfaction and loyalty. Students will examine the implementation of CRM software, data-driven decision-making, and the integration of CRM with marketing, sales, and customer service activities. Through case studies and practical exercises, learners will gain insights into best practices for maximizing customer value and driving business growth in todays competitive marketplace.
Recommended Textbook
Business Marketing Connecting Strategy Relationships and Learning 4th Edition
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16 Chapters
1280 Verified Questions
1280 Flashcards
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Page 2
by F. Robert Dwyer
Chapter 1: Introduction to Business Marketing
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80 Verified Questions
80 Flashcards
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Sample Questions
Q1) Facilitating products:
A) Aid the company's achievement of its objectives, but are not part of the final product
B) are parts assembled into the final product without further transformation
C) Include raw and manufactured materials, component parts or OEM parts and assemblies
D) Are parts assembled to make a component for installation into the final product by another company.
E) Are parts assembled into the final product without further transformation
Answer: A
Q2) Overhead cranes,blast furnaces,industrial robots and other manufacturing equipment as well as forklifts,road graters and other heavy construction machinery are examples of
A) MRO items
B) Maintenance products
C) Manufactured materials
D) Accessory equipment
E) Capital equipment
Answer: E
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Chapter 2: The Character of Business Marketing
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80 Flashcards
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Sample Questions
Q1) Which of these phases is typically the first phase of the relationship development process?
A) Commitment
B) Exploration
C) Contractual
D) Expansion
E) Awareness
Answer: E
Q2) Which of the following is a limitation of online auctions?
A) Many products and services cannot be fully specified
B) Products and services do not meet standards of delivery and quality
C) Low savings for purchasers
D) Inability to send business to the most-efficient suppliers
E) They are usually held for sub quality and old products
Answer: A
Q3) Reciprocation is typically an important tool for developing the trust required for effective communication and negotiation.
A)True
B)False
Answer: True
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Chapter 3: The Purchasing Function
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80 Flashcards
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Sample Questions
Q1) Buyers are often asked to sign _____,which means that they will not share any information about the new products with anyone who has not also signed such an agreement.
A) Non-compete clauses
B) Nondisclosure agreements
C) Cost-plus contracts
D) Fixed-price agreements
E) Progress payment contracts
Answer: B
Q2) The complete buying process is ONLY followed in the purchase of:
A) Repurchased products
B) Straight rebuys
C) Modified rebuys
D) New buys
E) Component products
Answer: D
Q3) Purchasing departments are unaffected by the influences of the economy.
A)True
B)False
Answer: False
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Chapter 4: Organizational Buyer Behavior
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Sample Questions
Q1) Individuals who seek to affect the decision maker's final decision through which products are best suited to solve the organization's needs and who can also affect the evaluation of the organization's needs are referred to as:
A) Users
B) Gatekeepers
C) Influencers
D) Decision makers
E) Purchasing agents
Q2) Behavior choice theory recognizes that extrinsic rewards are a function of:
A) Probability and valence
B) A the product
C) A the reward/measurement systems of the organization
D) A experience with the product
E) A motivation
Q3) A low-risk decision is either one with a high probability of a positive outcome,or the outcome itself is relatively unimportant.
A)True
B)False
Q4) Compare and contrast influencers and gatekeepers?
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Chapter 5: Market Opportunities: Current and Potential
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Sample Questions
Q1) To identify unmet customer needs for guiding new product development,which of the following face to face methods can be more economical?
A) Focus groups
B) One-on-one interviews
C) Mail
D) Telephone
E) Internet
Q2) In terms of network payoffs,first of all,every business must seek to:
A) Understand fully its role in the value chain
B) Enable its customers to better satisfy its downstream customers
C) Achieve market share growth
D) Compete in new markets
E) Increase the volume of light and medium accounts
Q3) Good markets are identifiable,accessible,and:
A) Reliable
B) Intensive
C) Critical
D) Small
E) Substantial
Q4) Compare and contrast scenarios and the buildup approach?
Page 7
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Chapter 6: Marketing Strategy
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Sample Questions
Q1) The breadth of a product line is primarily motivated by:
A) Diversity of preferences in the market
B) Production and operational economies
C) Managerial complexities
D) Financial resources
E) Marketing complexities
Q2) A mission statement works well for all of the following EXCEPT:
A) Framing key strategies
B) Making day-to-day decisions
C) The enculturation process needed when new employees join the firm
D) Self-assessment
E) Two firms merging
Q3) A conceptual map tends to provide too many details,augmenting the complexity level of the real situation.
A)True
B)False
Q4) Define a conceptual map.What are its advantages?
Q5) If barriers are high,incumbent sellers face increased competitive pressures.
A)True
B)False
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Chapter 7: Weaving Marketing Into the Fabric of the Firm
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Sample Questions
Q1) Which of the following is an outside-in process?
A) Pricing
B) Customer order fulfillment
C) Market sensing
D) Purchasing
E) Financial management
Q2) Under a _____ organizational structure,marketing personnel are typically grouped into sales,product development,marcomm and marketing research departments.
A) Matrix
B) Pre-bureaucratic
C) Functional
D) Divisional
E) Post-bureaucratic
Q3) Sales and marketing strategies are immediate and reversible.
A)True
B)False
Q4) Joint compensation systems can help in turning budgeting into teamwork.
A)True
B)False
Q5) Write a brief note on cognitive mapping.How does it aid marketing?
Page 9
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Chapter 8: Developing and Managing Offerings: What Do Customers
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Sample Questions
Q1) In most cases,these products are not worth much investment and most companies want to withdraw them quickly from the market.
A) Category killers
B) Question marks
C) Cash cows
D) Stars
E) Dogs
Q2) Sometimes,simple changes in product design can have a major impact on product cost.
A)True
B)False
Q3) Question marks:
A) Require a great deal of investment, using cash generated from cash cows
B) Are those products with low share in a poor market
C) Have high market share and strength in a steady market
D) Are those products that should contribute the most to the company's profit
E) Are those products that are usually thought to be in the decline stage of their life
Q4) Write a short note on the keys to innovation?
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Q5) Write a short note on lead users.What are the advantages of being lead users?
Chapter 9: Business Marketing Channels: Partnerships for
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Sample Questions
Q1) The primary function of _____ is to bring buyers and sellers together.
A) Full-function wholesalers
B) Manufacturers' agents
C) Selling agents
D) Commission merchants
E) Brokers
Q2) Neglect:
A) Is steadfast perseverance in the face of conflict's felt tension
B) Includes open or covert actions intended to injure the conflict party
C) Includes hurtful words
D) Can allow the relationship to atrophy
E) Characterizes nonprofit partnerships
Q3) The basis of legitimate power stems from:
A) Politics
B) Value
C) Tradition
D) Society
E) Economy
Q4) Compare and contrast traditional legitimate power and legal legitimate power?
Q5) What are the four primary steps in the marketing channel design process?
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Chapter 10: Creating Customer Dialogue
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Sample Questions
Q1) Interest:
A) Reflects the buyer's desire to learn more about what is being discussed
B) Is created when potential buyers become acquainted with the product
C) Is the recognition by the buyer that when the needs occur, that is the brand or product to buy
D) Is the desired behavior that one wants from the audience
E) Is reflected in a consumer visiting a trade show or a website
Q2) The _____,is what the marketer offers to pay per click on its site,for its firm name to appear when a potential customer searches using that term.
A) Search rate
B) Recall rate
C) Bid level
D) Reserve price
E) Information price
Q3) One distinction that sets the objective-and-task method apart is that strategy precedes budgeting.
A)True
B)False
Q4) What are the types of breakdown methods of budgeting for communications?
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Chapter 11: Communicating Via Advertising, trade Shows and PR
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Sample Questions
Q1) In terms of 'advertising leads to action',which of the following statements is false?
A) Advertising can move prospects more quickly through the decision process when it leads to action
B) Buying is the result of a series of decisions
C) A number of actions can be taken as a result of seeing an ad
D) Industrial buyers will purchase mostly as a result of seeing an advertisement
E) The desired action may vary from ad to ad
Q2) From a creative strategy statement,a(n)_____ would be developed,which can be based on rational motives or emotional motives.
A) Interest
B) Opinion
C) Image
D) Appeal
E) Medium
Q3) The effectiveness of a trade show for a specific firm in that show is BEST measured by attraction efficiency,the total attendance at the show.
A)True
B)False
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Chapter 12: The One to One Media
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Sample Questions
Q1) Identify the lead strategy that attempts to generate as many leads as possible,relying on a qualifying process to sort out good leads from bad.
A) Tight
B) Qualified
C) Re-list
D) Loose
E) Computerized
Q2) By definition,direct marketing includes only face-to-face interactions-advertising is excluded.
A)True
B)False
Q3) What are lists?
Q4) If a firm adopts a loose lead strategy,it must also have confidence in its qualifying processto sort out good leads from bad.
A)True
B)False
Q5) Direct mail probably leads all other media options in terms of versatility.
A)True
B)False
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Chapter 13: Sales and Sales Management
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Sample Questions
Q1) _____ are most likely to employ a line-and-staff organization.
A) Product specialists
B) Geographically structured sales forces
C) Matrix sales team
D) Customer focused team
E) Multilevel sales teams
Q2) A(n)_____ is a loan paid to the salesperson to provide stable cash flow and is repaid from commission.
A) Cap
B) Quota
C) Incentive
D) Draw
E) Bonus
Q3) In consultative selling,the salesperson brings his/her specialized knowledge to a complex customer problem to create a unique solution.
A)True
B)False
Q4) The duty of managing financial resources is not vested in salespeople.
A)True
B)False
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Chapter 14: Pricing and Negotiating for Value
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Sample Questions
Q1) Negotiation strategy is best determined by the importance of the:
A) Break-even analysis and pro forma income statements
B) Income statements as well as break-even and marginal analysis
C) Outcome and the exchange relationship
D) Channel margins and margin analysis
E) Production flow and channel coordination
Q2) Monopolistic competition is characterized by a large number of differentiated sellers while oligopolies are characterized by just a few sellers.
A)True
B)False
Q3) Price is most unaffected by:
A) Demand factors
B) Cost and competitive factors
C) Strategy issues
D) Trade and legal factors
E) Cultural factors
Q4) Open bidding recognizes the significant costs of bid preparation.
A)True
B)False
Q5) What is price? What are its determinants?
Page 16
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Chapter 15: Evaluating Marketing Efforts
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Sample Questions
Q1) A marketing audit is a comprehensive and systematic evaluation of the firm's marketing operation and the environment in which it operates.
A)True
B)False
Q2) _____ are mechanisms for sharing information across work groups.
A) Experimentations
B) Case analysis
C) Reporting systems
D) Information systems
E) CRM systems
Q3) Full costing,contribution analysis and activity-based costing (ABC).Are approaches to:
A) Cost allocation
B) Risk management
C) Input analysis
D) Output analysis
E) External variances
Q4) An important output of the marketing program would be customer satisfaction.
A)True
B)False
Page 17
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Chapter 16: Customer Retention and Maximization
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Sample Questions
Q1) Write a short note on the mix of relationship ties?
Q2) Modularity:
A) Increases the risk of "system switching"
B) Often impairs account retention
C) Enhances future "upgrading" sales
D) Is an impediment to system adoption
E) Affects timely delivery and competence adversely
Q3) The foregone value of investments plus economic penalties/expenses associated with finding,evaluating and using a new supplier are called:
A) Opportunity costs
B) Distribution costs
C) Switching costs
D) Supplier costs
E) Retention costs
Q4) Always-a-share and lost-for-good represent polar ends of a continuum of exchange situations.
A)True
B)False
Q5) Why has communication been called the "glue that holds together" a relationship?
Q6) What are the hallmarks of a strong,continuing business relationship?
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