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1 | |
CRM requires integration of customer information into business operations. Such integration is required: |
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| | A) | in primarily marketing and customer service departments as these two departments interact directly with the customer. |
| | B) | in primarily finance and accounting departments as these two departments are responsible for the financial well-being of the organization. |
| | C) | across all internal departments of an organization. |
| | D) | across all departments of an organization as well as its suppliers and resellers. |
| | E) | across all members of the value chain as well as some key competitors. |
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2 | |
Customer knowledge, in the context of CRM, refers to: |
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| | A) | The knowledge a customer possesses about a firm's products and services. |
| | B) | The knowledge a customer possesses about a firm and its competitors. |
| | C) | The knowledge a firm possesses about a competitor and its customers. |
| | D) | The knowledge a firm possesses about its customers through its interactions with them. |
| | E) | The knowledge that a customer possesses that helps him/her to make optimal purchase decisions. |
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3 | |
Which of the following datasets is likely to be the most granular? |
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| | A) | National census information complied by zip codes |
| | B) | Demographic information and purchase history of individual customers |
| | C) | Number of units sold every day of a given product in a market |
| | D) | Number of viewers of a television program in different neighborhoods |
| | E) | Aggregate buying power of communities in metropolitan cities |
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4 | |
Sandra wants to determine the types of customer information that she should make available to different departments in her company so that her company could become good at CRM. She should: |
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| | A) | Provide the same information to every department that comes in direct or indirect contact with the customer. |
| | B) | Provide customized information to departments, depending on their role in serving the customer. |
| | C) | Provide information to only those departments that come in direct contact with the customer. |
| | D) | Provide customized information to only those departments that come in contact with the customer. The customization of information should be done based on their roles in serving the customer. |
| | E) | None of the above |
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5 | |
Jamie, a student at the University of Minnesota, visits Target's web site. Target server leaves a cookie on her laptop. The next time when she visits Target's web site again, Target's server recognizes her from her previous visit (because of the cookie). One can say that Target's web site is collecting: |
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| | A) | Pre-active data |
| | B) | Post-active data |
| | C) | Active data |
| | D) | Directed data |
| | E) | Passive data |
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6 | |
According to your textbook, a typical CRM database includes all of the following EXCEPT: |
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| | A) | Purchase history of a company's customers |
| | B) | Purchase intention history of a company's customers |
| | C) | Lifestyle information of a company's customers |
| | D) | Media habits of a company's customers |
| | E) | Demographic information of a company's customers |
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7 | |
All of the following are features or benefits of data enhancement EXCEPT: |
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| | A) | It allows external primary data to be woven into current internal data. |
| | B) | It allows you to gain a better understanding of your customers. |
| | C) | It increases the efficiency of a firm's marketing programs. |
| | D) | It can improve the predictive ability of expected customer response to new products. |
| | E) | It can help a firm determine how its products compare with those of its competitors. |
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8 | |
A tobacco company has a massive database. This database contains information about why people use cigarettes. Such data is called: |
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| | A) | attitudinal data |
| | B) | motivational data |
| | C) | geodemographic data |
| | D) | enhanced data |
| | E) | causal data |
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9 | |
A retailer classifies customers on the basis of the time since they last made a purchase from their store. This retailer is segmenting the market based on what kind of information? |
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| | A) | Recency |
| | B) | Frequency |
| | C) | Sufficiency |
| | D) | Affinity |
| | E) | Amount |
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10 | |
A company wants to create a relational database system. Such a database is likely to have all of the following EXCEPT: |
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| | A) | It requires no direct relationship between data fields or variables. |
| | B) | Data are structured in tables with rows and columns. |
| | C) | Tables and not data fields are linked together. |
| | D) | Table becomes an individual file in the database. |
| | E) | It allows easy access to a specific data field or a variable. |
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11 | |
Which of the following is TRUE about data mining? |
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| | A) | After stating a hypothesis, one performs a statistical analysis on the dataset to test the hypothesis. |
| | B) | Subjects are divided into different groups (including a control group) to test the effect of a variable on a dependent variable. |
| | C) | One tries to find hidden relationships among variables without first hypothesizing the relationship. |
| | D) | Subjects are carefully selected to form a representative sample before being included in a data mining survey. |
| | E) | All of the above statements about data mining are true. |
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12 | |
According to the recency principle, customers who have bought recently are more likely to buy again. |
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| | A) | True |
| | B) | False |
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13 | |
A company conducts a survey in two markets. In market A, they get 200 respondents and in market B they get 300 respondents to fill out the same survey. We can claim that the depth of the dataset from market B is more than that of the dataset from market A. |
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| | A) | True |
| | B) | False |
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14 | |
CRM basically tries to do what a small corner grocer used to do- treat customers on a one-to-one basis. |
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| | A) | True |
| | B) | False |
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15 | |
CRM is concerned primarily with profiling the customer and his/her product purchase history. |
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| | A) | True |
| | B) | False |