UNIT-1
CUSTOMER RELATIONSHIP MANAGEMENT
AN INTRODUCTION
1. ______is a business strategy that aims to understand , anticipate and manage the needs of an organization and potential customers
a) Customer relationship management b) scm c) marketing d) none
2. _________ is neither a concept nor a project
a) crm b)scm c)marketing d) none
3. CRM requires __________
a)enterprise approach to customer care b) integration of front and back office
c) focus on customer and learn from customr interaction d) all the above
4. CRM is __________ that helps companies understand, anticipate and manage customer needs
a) multifaceted strategy b) double facet strategy c) 3-dimensional strategy d) none
5. ________ is more than just a set of technologies, it is a process
a) CRM b) marketing c) financial management d) none
6. CRM ensures that individual customer needs are profitably satisfied at the right _________ in the right _______ with right ______
a) time, channel, offer b) channel, offer, time c) offer time channel D) none
7. CRM priorities and optimizes _______ activity
a) Marketing b) financial c) HR d) none
8. In CRM _________ are optimized
a) Individaul customer relationship b)channel utilization c)campaing and marketing contact d)all
9. A harmonius balance between customer needs ________ and _______ is achieved in CRM
a) values and cost b) cost and values c) expectation and cost d) none
10. CRM begins with in-depth analysis of ______
a) customer behaviour b) customer knowledge c) desires, needs , habits d) all the above
11. CRM enables a network of touch points by which the organization can _________ longlasting and beneficial interaction s with customers
a) establish b) cultivate c) maintain d) all the above
12. The 2 components of CRM are __________
a) customer knowledge or information platform b) customer interaction platform c) both a and b D) None
13. An important dimension of CRM is ______
a) time b) place c) pricing d) quality
14. the role of 11 in all these three areas is ________
a) deriving knowledge b) enabling intelligent customer channel
c) capturing and analyzing feedback can’t be under emphasized d) none
15. To be effective in managing customer relationship an organization must ____Arrange in order
1) Define customer strategy 2) create channel and Product strategy
3) understand the importance of infrastructure strategy
a) 2,3,1 b) 1,2,3 c)3,1,2, d)1,3,2
16. What are the different stages in evolution of CRM?
a) mass marketing b) target marketing c) crm d)all the above
17. The advantages of CRM over traditional mass-media marketing
1. Reduces advertising costs B) easier to target specific customers
2. easier to track the effectiveness
3. allows organizations to compete for customer
4. prevents overspending
5. speeds the time
6. improves use of customer channel
a) 1,3,4,5 b)2,3,6,7 c)1,2,5,4` D)All the above
18. --------- is a way of categorizing groups of customers with common characteristics for purpose of delivering a targeted marketing message
a) segmentation b) campaigning c) mass-mediamarketing d)none
19. ________ is the process of using the segments and other customer information to select the customers most likely to accept the offer
a) Scoring b) segmentation c)campaigning d)CRM
20. Direct mail comes in 2 forms
A) White mail b) e-mail c) both a and b d) none
21. Telemarketing has 2 components
a) outbound b) inbound c) both a and b d) none
22. __ represents call the prospects identified during scoring process and use scripts to pitch the offerings
a) outbound telemarketing b) inbound telemarketing c) white mail d) e-mail
23. The different types of CRM
1) Win back or save 2) prospecting 3)loyalty 4) cross selling /upselling
a) 1,2 b) 2,3,1 c). 3,4,1 d) all
24. .CRM cycle has 3 phases
A) assessment phase b) planning phase c)executionphase d) all
25. One of following is most expensive way to increase profitability of customer base
a) acquire new customers b) optimize the value of existing customers C) Retain the right customer d)acquire more customer
a) only a b)only b and c c) both a and d d) all the above
26. A typical architecture for CRM system includes the following process components or arrange in order
1. analysis / profiling
2. campaign planning and management
3. customer interaction
4. data warehouse
a) 1,3,4 b) 2,3,4 c) 4,3,2 d) all the above(1,2,3,4)
27. CRM has 3 business processes
a) marketing automation b) sales force automation c) customer service d) all the above
28. In marketing automation _____ , Match the following
1. high end campaign management i) sales and marketing
2. web-driven campaing execution ii) B2C marketing
3. marketing oriented analysis iii) B2B marketing
a) 1-ii, 2-iii, 3-i b) 1-ii, 2-i, 3-iii c) 1-i, 2-ii, 3-iii d) none
29. The 5 elements required to implement a CRM program are ________
1. strategy
2. segmentation
3. technology
4. process
5. organization
6. customer
a) 1,2,3,4,5 b) 1,2,3,6,4 c) 1,4,5,6,2 d) 2,3,4,5,6
30. The different types of strategy affect CRM
1. channel
2. segmentation
3. pricing
4. marketing
5. branding
6. advertising
a) 1,3,5 b) 2,4,6 c)1,3,4,6, d)all
31. _______ types of strategy has greatest impact on CRM
a) channel b) segmentation c) pricing d) all the above
32. The availability of CRM applications include
a) networks in place b) technical difficulties c)sponsorship d) acceptace
e)cultural issues f)customer interaction center
a)a,b,d,e b)b,c,f c)a,b,c, d,f d)all the above
33. The main challenges of CRM are
1. appropriate end-user driven methodology
2. lack of executive sponsorship
3. lack of cultural preparation
4. over automation
5. lack of network infrastructure
a) 2,3,5 b) 1,2,3,4 c) only 3 d) all the above
34. The different impact of E-commerce on CRM are ______
1. speed
2. increase in globe market space
3. around the clock availability
4. expansion of partners
a) 2,3,4 b) 1,2,3 c) 1,3,4 d) all the above
35. Match the following
1. Vertical e-market place i) organized buyer and sellers can meet
2. horizontal market place ii) consumer organization can buy and sell on-line
3. buy and sell sites iii) services that run across different vertical e-market or B2C
4. use of internet iv) electronic data interchange
a) 1-i, 2-iii, 3-ii, 4-iv b)1-i, 2-iii, 3-iv, 4-ii c) 1-iii, 2-i, 3-ii, 4-iv d) 1-i, 2-ii, 3-iii, 4-iv
Answers
1.a 2.a 3.d 4.a 5.a 6.a 7.a 8.d 9.a 10.d 11.d 12.c
13.a 14. 15.c 16.d 17.d 18.a 19.a 20.c 21.c 22.a 23.d 24.d
25. 26.d 27.d 28.a 29.a 30.d 31.d 32.d 33.d 34.d 35.a
UNIT-2
1. ______ happens when we combine the broad reach of the internet with vast resources of traditional IT systems
a) e-business b) e-commerce c) CRM d) none
2. _ refers to those companies that integrate their real world, offline operations with an internet or virtual presence
a) Click and mortar b) e-business c) e-commerce d)none
3. _____ forms only a fragment of e-business
a) e-commerce b) e-business c) click and mortor d)none
4. In __________ customer needs are the basic business drivers
a) e-business b) e-commerce c) click and mortar d) none
5. The different type of business on internet other than B2B are _______
a) B2C b) C2B C)C2C D) all the above
6. The __________ makes offer and _____ has to make the counter offer
a) customer , organization b) organistion, customer c) e-commerce, e-business d) none
7. The phases of evolution theory involves _____ match the following
1. Phase 1 a) everything was done manually
2. phase2 b) extension to access this network to suppliers
3. phase3 c) extend network to your customer
4. phase4 d) internet helped to interact with suppliers
a) 1-a,2-b,3-c,4-d b)1-a,2-b,3-d,4-c c)1-b,2-c,3-d,4-a
8. Arrange in order the rules for e-business
1. Desing
2. innovate
3. entertain
4. enhance
a) 1,3,2,4 b)2,1,4,3 c)3,4,2,1 d)1,2,3,4
9. The benefits of e-business are ____
1. Build customer loyalty 2.enhance human capital
3.achieve market leadership 4.create new products and services
5.reach new markets 6.legal manpower
a) 1,2,3,4,5 b) 3,4,5,6 c)1,2,6 d) 1,3,5,6
10. The Indian _____ has already recognized the attractive economic of e-business
a) private sector b) public sector c) government d)none
11. With several private _______ coming up and with the reach of internet expanding, this is becoming less of a problem
a) VAN b)VAT c)SAT d)BAT
12. The different e-business in india are _____
1. internet usage
2. band width
3. cyber laws
4. digital identity
5. inter-state goods movement regulations
6. set-up and infrastructure costs
7. advertising costs
a) 1,2,3,4 b) 5,6,7 c)2,3,6,7 d)All the above
13. The major areas in e-business addressed in India are __________
a) Banking sector b) online trading- stocks and shares c) software exporting d) all the above
14. In India ________ acts as a leveler that removes inequality between people of different in come groups
a) Technology b)People c)Business d)VAN
Answers
1.a 2.a 3.a 4.a 5.d 6.a 7.a 8.d 9.a 10.a 11.a 12.a 13.d 14.a
UNIT-3
1. _____are gateways that take us through a gauntlet of change
a) revolutions b) internet c) CRM d) none
2. ___ is a significant economic and social force whereas _____- is predominant form o f written business communication
a) web, email b) e-mail, web c) internet, e-mail d) e-mail ,internet
3. The challenges which companies must address in order to survive and prosper are numerous ______
1. newly empowered customers
2. customers who expect high degree of personalization
3. emerging real time
4. all the above
5. ________ uses the electronic media to integrate and simplify customer related bussiess processes, drastically reducing costs of customer facing operations while achieving CRM’s primary goal is to enhance the customer experience
a) E-crm b) e-commerce c) e-business d)none
6. e-CRM is adaptation of ________ in the e-commerce environment and helps build and sustain customer relationships using the net
a) CRM b) e-business c) e-mail d) internet
7. e-CRM is supported by_______
a) applicable tools and technology b) insightful customer information
c) ongoing measurement and analysis d) all the above
8. By using e-CRM the organization can achieve ____
1. customer satisfaction
2. increased retention and loyalty
3. maximized economic value of customer base
4. higher lead conversion
5. superior financial performance
6. competitive advantage
a) 1,2,3 b) 4,5,6 c) 1,3,4,5,6 d) all the above
9. --------- is essentially a business strategy for acquiring and maintaining the right over the long term
a) CRM b) customer retention c) customer acquisition d)none
10. E-crm address customer optimization along 3 dimensions. They are ____
a) acquisition b) expansion c) retention d) all the above
11. e-CRM possess certain key characteristic They are ____ arrange in order
1. driven by data warehouse 2.focus on consistent metrics
3.built to accommodate new market dynamics 4.structured to identify customer profitability
a) 1,2,4 b) 3,2,4 c) 1,3,4 d) 1,2,3,4
12. The loopholes disadvantages of traditional CRM packages are _________
a) its channel centric b) non existence of customer centric metrics
b) contemporary customer facing systems d) all the above
13. In a nutshell company evolving to e-CRM should ________ arrange in order
1. define its business objective
2. assess its current position
3. define new business process
4. define technical architecture
a) 2,1,4,3 b) 1,2,4,3 c) 1,2,3,4, d) 3,4,1,2
14. The technology and business issues involved in e-crm are ________
a) switching cost b) scalability and reliability c) security d)all the above
15. Technology has led to _________ syndume
a) white pill b) red pill c) pink pill d) pink capsule
16. Many researchers have established that it costs _______ times more to replace current costomers than it does to keep one
a) 4-10 b) 10-20 c) 5-20 d) 1-10
17. A study by Reichald and sasser conveys that some companies can boost profits by almost 100% by retaining just _______ more of their customers
a) 5% b) 10% c) 50% d) 75%
18. Arrange in order
1. e-CRM assessment stage
2. e-CRM strategy alignment
3. e-CRM architecture stage
a) 2,3,1 b) 1,2,3 c) 1,3,2 d) 3,1,2
19. ________ is an economic model that shows turn over is greatest with customers who are dissatisfied with the relationship they have with company
a) e-loyalty matrix b) e-crm c) data mining software d) none
20. In e- loyalty matrix the key to focus is on the ________ with company
a) customers relationship b) customer information c) customer retention d) customer referrals
21. The key imperatives for organizations seeking to build true e-crm capability are ________
1. Focus on profit not company
2. opportunistically outsource
3. manage multi channel performance
4. be trustworthy with customer information
5. staff and train for e-business
6. learn from the experience of ERP
7. design the total customer experience, not just interface
8. profile customers for profitable segmentation
9. embed bussieness logic into infrastructure
a) 4,5,6,9 b) 1,4,5,6,7 c) 2,3,4,8,9 d) all the above
22. The challenges in delivering true e-CRM are _____ arrange in order
1. consistency
2. balance
3. technology
4. change management
5. customer expectation
6. legacy customer care environment
a) 1,3,4 b) 2,5,6 c) 1,5,6,3,2 d) 1,2,3,4,5,6
23. The challenges for e-CRM implementation are _________
1. high cost
2. difficulty in data interpretation
3. quality of customer data
4. internal resistance to change / new applications
5. B2B business complexities
a) 1,3,4 b) 2,4,5 c) 1,2,4,5 d) all the above
24. Achieving e-CRM is not an end in itself –it is a means to success. The vehicle for the journey is __________
a) internet b) e-mail c) e-business d) transaction engine
25.The five engines of E-crm are _________ match the following
1. customer centric information store i) 360 customer view, integrating data from disparate sources
2. analysis and segmentation engine ii) perfoms business analysis, segmentation and prediction so
3. personalization engine that customer interation takes
4. broadcast engine iii) personalize products and services for customers in cost-effective
5. transaction engine iv) continuous customer interaction and value exchange require 24/7
access to customers
v)promotes information exchange between every customer and
enterprise
a)1-i, 2-ii,3-iii, 4-iv, 5-v b)1-v,2-iv,3-iii, 4-ii, 5-I c)1-i, 2-iii, 3-ii, 4-v,5-iv d)none
Answers
1.a 2.a 3.4 5.a 6.a 7.d 8.d 9.a 10.d 11.d 12.d 13.c
14.d 15.c 16.a 17.a 18.b 19.a 20.a 21.d 22.d 23.d 24.a 25.a
UNIT-4
IMPORTANT :Read all the glossary of terms
1. Some of the leading brands that are peddling CRM and e-CRM solutions worldwide are ________
a) oracle b) IBM c) SAS d) all the above
2. In todays competitive world, ______ is a key element in serving the business goals and objectives of the corporate
a) achieving total customer satisfaction b) delighting the customer c) both a and b d) none
3. CRM is increasingly used to _______ most valuable customers that help business to sustain profitable growth
a) identify b) attract c) retain d) All the above
4. The 4R’s of marketing are _______
a) retention b) relationships c) referrals d) recovery e) all the above
5. ________ is one of the fastest growing segments of technology
a) CRM b) e-CRM c) e-commerce d) e-business
6. According to ________, In India the concept of strategic customer care is still at infancy
a) G.S. Sathyanarayana b) Peter Drucker c) Eltonmayo d) Isaac Newton
7. People who can integrate _______ and ____ will lead the CRM market in India
a) Know-how b) show-how c) why-how d) both a and b
8. CRM market size in the traditional sense is rather __ in India currently
a) small b) large c)medium d)steady
9. ____ exist when customer voluntariy or even enthusiastically do business with a firm for extended period of time
a) relationship b) retention c) referrals d) recovery
10. _______ involves keeping those customers we want by meeting, and exceeding their needs
a) retention b) referrals c) recovery d) none
11. _______ address the word of mouth effect that results from customer satisfaction
a) referrals b) retention c) relationship d) none
12. ______ is an important component of managing customer relationships from poor customer service
a) recovery b) retention c) referral d) none
13. _________ are rapidly changing the face of what is possible in customer contact care and insight
a) Iti b) internet c) both a and b d)none
14. Organsiation must strive to improve and automate business process that deliver value to ______
a) customers b) suppliers c) employees d) all the above
15. E-CRM stands for _________
i. electronic customer relationship management
ii. excellent customer relationship management
iii. electronic consumer retention management
iv. excellent consumer relationship management
16. Its essential to think on the formulation of standards such as ________ in e-crm
a) ISO b)SS c) CMM d) all the above
Answers
1.d 2.c 3.d 4.e 5.a 6.a 7.d 8.a 9.a 10.a 11.a 12.a
13.c 14.d 15.i 16. d
***********************
CUSTOMER RELATIONSHIP MANAGEMENT
AN INTRODUCTION
1. ______is a business strategy that aims to understand , anticipate and manage the needs of an organization and potential customers
a) Customer relationship management b) scm c) marketing d) none
2. _________ is neither a concept nor a project
a) crm b)scm c)marketing d) none
3. CRM requires __________
a)enterprise approach to customer care b) integration of front and back office
c) focus on customer and learn from customr interaction d) all the above
4. CRM is __________ that helps companies understand, anticipate and manage customer needs
a) multifaceted strategy b) double facet strategy c) 3-dimensional strategy d) none
5. ________ is more than just a set of technologies, it is a process
a) CRM b) marketing c) financial management d) none
6. CRM ensures that individual customer needs are profitably satisfied at the right _________ in the right _______ with right ______
a) time, channel, offer b) channel, offer, time c) offer time channel D) none
7. CRM priorities and optimizes _______ activity
a) Marketing b) financial c) HR d) none
8. In CRM _________ are optimized
a) Individaul customer relationship b)channel utilization c)campaing and marketing contact d)all
9. A harmonius balance between customer needs ________ and _______ is achieved in CRM
a) values and cost b) cost and values c) expectation and cost d) none
10. CRM begins with in-depth analysis of ______
a) customer behaviour b) customer knowledge c) desires, needs , habits d) all the above
11. CRM enables a network of touch points by which the organization can _________ longlasting and beneficial interaction s with customers
a) establish b) cultivate c) maintain d) all the above
12. The 2 components of CRM are __________
a) customer knowledge or information platform b) customer interaction platform c) both a and b D) None
13. An important dimension of CRM is ______
a) time b) place c) pricing d) quality
14. the role of 11 in all these three areas is ________
a) deriving knowledge b) enabling intelligent customer channel
c) capturing and analyzing feedback can’t be under emphasized d) none
15. To be effective in managing customer relationship an organization must ____Arrange in order
1) Define customer strategy 2) create channel and Product strategy
3) understand the importance of infrastructure strategy
a) 2,3,1 b) 1,2,3 c)3,1,2, d)1,3,2
16. What are the different stages in evolution of CRM?
a) mass marketing b) target marketing c) crm d)all the above
17. The advantages of CRM over traditional mass-media marketing
1. Reduces advertising costs B) easier to target specific customers
2. easier to track the effectiveness
3. allows organizations to compete for customer
4. prevents overspending
5. speeds the time
6. improves use of customer channel
a) 1,3,4,5 b)2,3,6,7 c)1,2,5,4` D)All the above
18. --------- is a way of categorizing groups of customers with common characteristics for purpose of delivering a targeted marketing message
a) segmentation b) campaigning c) mass-mediamarketing d)none
19. ________ is the process of using the segments and other customer information to select the customers most likely to accept the offer
a) Scoring b) segmentation c)campaigning d)CRM
20. Direct mail comes in 2 forms
A) White mail b) e-mail c) both a and b d) none
21. Telemarketing has 2 components
a) outbound b) inbound c) both a and b d) none
22. __ represents call the prospects identified during scoring process and use scripts to pitch the offerings
a) outbound telemarketing b) inbound telemarketing c) white mail d) e-mail
23. The different types of CRM
1) Win back or save 2) prospecting 3)loyalty 4) cross selling /upselling
a) 1,2 b) 2,3,1 c). 3,4,1 d) all
24. .CRM cycle has 3 phases
A) assessment phase b) planning phase c)executionphase d) all
25. One of following is most expensive way to increase profitability of customer base
a) acquire new customers b) optimize the value of existing customers C) Retain the right customer d)acquire more customer
a) only a b)only b and c c) both a and d d) all the above
26. A typical architecture for CRM system includes the following process components or arrange in order
1. analysis / profiling
2. campaign planning and management
3. customer interaction
4. data warehouse
a) 1,3,4 b) 2,3,4 c) 4,3,2 d) all the above(1,2,3,4)
27. CRM has 3 business processes
a) marketing automation b) sales force automation c) customer service d) all the above
28. In marketing automation _____ , Match the following
1. high end campaign management i) sales and marketing
2. web-driven campaing execution ii) B2C marketing
3. marketing oriented analysis iii) B2B marketing
a) 1-ii, 2-iii, 3-i b) 1-ii, 2-i, 3-iii c) 1-i, 2-ii, 3-iii d) none
29. The 5 elements required to implement a CRM program are ________
1. strategy
2. segmentation
3. technology
4. process
5. organization
6. customer
a) 1,2,3,4,5 b) 1,2,3,6,4 c) 1,4,5,6,2 d) 2,3,4,5,6
30. The different types of strategy affect CRM
1. channel
2. segmentation
3. pricing
4. marketing
5. branding
6. advertising
a) 1,3,5 b) 2,4,6 c)1,3,4,6, d)all
31. _______ types of strategy has greatest impact on CRM
a) channel b) segmentation c) pricing d) all the above
32. The availability of CRM applications include
a) networks in place b) technical difficulties c)sponsorship d) acceptace
e)cultural issues f)customer interaction center
a)a,b,d,e b)b,c,f c)a,b,c, d,f d)all the above
33. The main challenges of CRM are
1. appropriate end-user driven methodology
2. lack of executive sponsorship
3. lack of cultural preparation
4. over automation
5. lack of network infrastructure
a) 2,3,5 b) 1,2,3,4 c) only 3 d) all the above
34. The different impact of E-commerce on CRM are ______
1. speed
2. increase in globe market space
3. around the clock availability
4. expansion of partners
a) 2,3,4 b) 1,2,3 c) 1,3,4 d) all the above
35. Match the following
1. Vertical e-market place i) organized buyer and sellers can meet
2. horizontal market place ii) consumer organization can buy and sell on-line
3. buy and sell sites iii) services that run across different vertical e-market or B2C
4. use of internet iv) electronic data interchange
a) 1-i, 2-iii, 3-ii, 4-iv b)1-i, 2-iii, 3-iv, 4-ii c) 1-iii, 2-i, 3-ii, 4-iv d) 1-i, 2-ii, 3-iii, 4-iv
Answers
1.a 2.a 3.d 4.a 5.a 6.a 7.a 8.d 9.a 10.d 11.d 12.c
13.a 14. 15.c 16.d 17.d 18.a 19.a 20.c 21.c 22.a 23.d 24.d
25. 26.d 27.d 28.a 29.a 30.d 31.d 32.d 33.d 34.d 35.a
UNIT-2
1. ______ happens when we combine the broad reach of the internet with vast resources of traditional IT systems
a) e-business b) e-commerce c) CRM d) none
2. _ refers to those companies that integrate their real world, offline operations with an internet or virtual presence
a) Click and mortar b) e-business c) e-commerce d)none
3. _____ forms only a fragment of e-business
a) e-commerce b) e-business c) click and mortor d)none
4. In __________ customer needs are the basic business drivers
a) e-business b) e-commerce c) click and mortar d) none
5. The different type of business on internet other than B2B are _______
a) B2C b) C2B C)C2C D) all the above
6. The __________ makes offer and _____ has to make the counter offer
a) customer , organization b) organistion, customer c) e-commerce, e-business d) none
7. The phases of evolution theory involves _____ match the following
1. Phase 1 a) everything was done manually
2. phase2 b) extension to access this network to suppliers
3. phase3 c) extend network to your customer
4. phase4 d) internet helped to interact with suppliers
a) 1-a,2-b,3-c,4-d b)1-a,2-b,3-d,4-c c)1-b,2-c,3-d,4-a
8. Arrange in order the rules for e-business
1. Desing
2. innovate
3. entertain
4. enhance
a) 1,3,2,4 b)2,1,4,3 c)3,4,2,1 d)1,2,3,4
9. The benefits of e-business are ____
1. Build customer loyalty 2.enhance human capital
3.achieve market leadership 4.create new products and services
5.reach new markets 6.legal manpower
a) 1,2,3,4,5 b) 3,4,5,6 c)1,2,6 d) 1,3,5,6
10. The Indian _____ has already recognized the attractive economic of e-business
a) private sector b) public sector c) government d)none
11. With several private _______ coming up and with the reach of internet expanding, this is becoming less of a problem
a) VAN b)VAT c)SAT d)BAT
12. The different e-business in india are _____
1. internet usage
2. band width
3. cyber laws
4. digital identity
5. inter-state goods movement regulations
6. set-up and infrastructure costs
7. advertising costs
a) 1,2,3,4 b) 5,6,7 c)2,3,6,7 d)All the above
13. The major areas in e-business addressed in India are __________
a) Banking sector b) online trading- stocks and shares c) software exporting d) all the above
14. In India ________ acts as a leveler that removes inequality between people of different in come groups
a) Technology b)People c)Business d)VAN
Answers
1.a 2.a 3.a 4.a 5.d 6.a 7.a 8.d 9.a 10.a 11.a 12.a 13.d 14.a
UNIT-3
1. _____are gateways that take us through a gauntlet of change
a) revolutions b) internet c) CRM d) none
2. ___ is a significant economic and social force whereas _____- is predominant form o f written business communication
a) web, email b) e-mail, web c) internet, e-mail d) e-mail ,internet
3. The challenges which companies must address in order to survive and prosper are numerous ______
1. newly empowered customers
2. customers who expect high degree of personalization
3. emerging real time
4. all the above
5. ________ uses the electronic media to integrate and simplify customer related bussiess processes, drastically reducing costs of customer facing operations while achieving CRM’s primary goal is to enhance the customer experience
a) E-crm b) e-commerce c) e-business d)none
6. e-CRM is adaptation of ________ in the e-commerce environment and helps build and sustain customer relationships using the net
a) CRM b) e-business c) e-mail d) internet
7. e-CRM is supported by_______
a) applicable tools and technology b) insightful customer information
c) ongoing measurement and analysis d) all the above
8. By using e-CRM the organization can achieve ____
1. customer satisfaction
2. increased retention and loyalty
3. maximized economic value of customer base
4. higher lead conversion
5. superior financial performance
6. competitive advantage
a) 1,2,3 b) 4,5,6 c) 1,3,4,5,6 d) all the above
9. --------- is essentially a business strategy for acquiring and maintaining the right over the long term
a) CRM b) customer retention c) customer acquisition d)none
10. E-crm address customer optimization along 3 dimensions. They are ____
a) acquisition b) expansion c) retention d) all the above
11. e-CRM possess certain key characteristic They are ____ arrange in order
1. driven by data warehouse 2.focus on consistent metrics
3.built to accommodate new market dynamics 4.structured to identify customer profitability
a) 1,2,4 b) 3,2,4 c) 1,3,4 d) 1,2,3,4
12. The loopholes disadvantages of traditional CRM packages are _________
a) its channel centric b) non existence of customer centric metrics
b) contemporary customer facing systems d) all the above
13. In a nutshell company evolving to e-CRM should ________ arrange in order
1. define its business objective
2. assess its current position
3. define new business process
4. define technical architecture
a) 2,1,4,3 b) 1,2,4,3 c) 1,2,3,4, d) 3,4,1,2
14. The technology and business issues involved in e-crm are ________
a) switching cost b) scalability and reliability c) security d)all the above
15. Technology has led to _________ syndume
a) white pill b) red pill c) pink pill d) pink capsule
16. Many researchers have established that it costs _______ times more to replace current costomers than it does to keep one
a) 4-10 b) 10-20 c) 5-20 d) 1-10
17. A study by Reichald and sasser conveys that some companies can boost profits by almost 100% by retaining just _______ more of their customers
a) 5% b) 10% c) 50% d) 75%
18. Arrange in order
1. e-CRM assessment stage
2. e-CRM strategy alignment
3. e-CRM architecture stage
a) 2,3,1 b) 1,2,3 c) 1,3,2 d) 3,1,2
19. ________ is an economic model that shows turn over is greatest with customers who are dissatisfied with the relationship they have with company
a) e-loyalty matrix b) e-crm c) data mining software d) none
20. In e- loyalty matrix the key to focus is on the ________ with company
a) customers relationship b) customer information c) customer retention d) customer referrals
21. The key imperatives for organizations seeking to build true e-crm capability are ________
1. Focus on profit not company
2. opportunistically outsource
3. manage multi channel performance
4. be trustworthy with customer information
5. staff and train for e-business
6. learn from the experience of ERP
7. design the total customer experience, not just interface
8. profile customers for profitable segmentation
9. embed bussieness logic into infrastructure
a) 4,5,6,9 b) 1,4,5,6,7 c) 2,3,4,8,9 d) all the above
22. The challenges in delivering true e-CRM are _____ arrange in order
1. consistency
2. balance
3. technology
4. change management
5. customer expectation
6. legacy customer care environment
a) 1,3,4 b) 2,5,6 c) 1,5,6,3,2 d) 1,2,3,4,5,6
23. The challenges for e-CRM implementation are _________
1. high cost
2. difficulty in data interpretation
3. quality of customer data
4. internal resistance to change / new applications
5. B2B business complexities
a) 1,3,4 b) 2,4,5 c) 1,2,4,5 d) all the above
24. Achieving e-CRM is not an end in itself –it is a means to success. The vehicle for the journey is __________
a) internet b) e-mail c) e-business d) transaction engine
25.The five engines of E-crm are _________ match the following
1. customer centric information store i) 360 customer view, integrating data from disparate sources
2. analysis and segmentation engine ii) perfoms business analysis, segmentation and prediction so
3. personalization engine that customer interation takes
4. broadcast engine iii) personalize products and services for customers in cost-effective
5. transaction engine iv) continuous customer interaction and value exchange require 24/7
access to customers
v)promotes information exchange between every customer and
enterprise
a)1-i, 2-ii,3-iii, 4-iv, 5-v b)1-v,2-iv,3-iii, 4-ii, 5-I c)1-i, 2-iii, 3-ii, 4-v,5-iv d)none
Answers
1.a 2.a 3.4 5.a 6.a 7.d 8.d 9.a 10.d 11.d 12.d 13.c
14.d 15.c 16.a 17.a 18.b 19.a 20.a 21.d 22.d 23.d 24.a 25.a
UNIT-4
IMPORTANT :Read all the glossary of terms
1. Some of the leading brands that are peddling CRM and e-CRM solutions worldwide are ________
a) oracle b) IBM c) SAS d) all the above
2. In todays competitive world, ______ is a key element in serving the business goals and objectives of the corporate
a) achieving total customer satisfaction b) delighting the customer c) both a and b d) none
3. CRM is increasingly used to _______ most valuable customers that help business to sustain profitable growth
a) identify b) attract c) retain d) All the above
4. The 4R’s of marketing are _______
a) retention b) relationships c) referrals d) recovery e) all the above
5. ________ is one of the fastest growing segments of technology
a) CRM b) e-CRM c) e-commerce d) e-business
6. According to ________, In India the concept of strategic customer care is still at infancy
a) G.S. Sathyanarayana b) Peter Drucker c) Eltonmayo d) Isaac Newton
7. People who can integrate _______ and ____ will lead the CRM market in India
a) Know-how b) show-how c) why-how d) both a and b
8. CRM market size in the traditional sense is rather __ in India currently
a) small b) large c)medium d)steady
9. ____ exist when customer voluntariy or even enthusiastically do business with a firm for extended period of time
a) relationship b) retention c) referrals d) recovery
10. _______ involves keeping those customers we want by meeting, and exceeding their needs
a) retention b) referrals c) recovery d) none
11. _______ address the word of mouth effect that results from customer satisfaction
a) referrals b) retention c) relationship d) none
12. ______ is an important component of managing customer relationships from poor customer service
a) recovery b) retention c) referral d) none
13. _________ are rapidly changing the face of what is possible in customer contact care and insight
a) Iti b) internet c) both a and b d)none
14. Organsiation must strive to improve and automate business process that deliver value to ______
a) customers b) suppliers c) employees d) all the above
15. E-CRM stands for _________
i. electronic customer relationship management
ii. excellent customer relationship management
iii. electronic consumer retention management
iv. excellent consumer relationship management
16. Its essential to think on the formulation of standards such as ________ in e-crm
a) ISO b)SS c) CMM d) all the above
Answers
1.d 2.c 3.d 4.e 5.a 6.a 7.d 8.a 9.a 10.a 11.a 12.a
13.c 14.d 15.i 16. d
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