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Exam 21: Customer Relationship Management (CRM)

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Question 41

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Que Rica Vida General Mills has created Que Rica Vida magazine,which seeks to build relationships with newly acculturated Latina moms by providing them with culturally relevant lifestyle information and expert advice on the topics of education,holiday occasions,health and wellness,and family-issues of great importance to Hispanic families in America.Each issue normally contains 6-10 General Mills coupons.In addition to the magazine,General Mills also has a Web site of the same name: QueRicaVida.com,as well as a Spanish-language iPad application that provides Spanish-speaking consumers with instant access to more than 900 Latin-inspired recipes. -Refer to Que Rica Vida.When General Mills employees share information about customers gathered through the Que Rica Vida initiative,they are practicing:

A) interaction management
B) knowledge management
C) profit oriented management
D) lead management
E) performance management

F) D) and E)
G) All of the above

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Question 42

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Following the customer-centric approach,an interaction can occur through:

A) a salesperson
B) a tweet or Facebook posting
C) a phone call
D) a survey response
E) all of the above

F) B) and D)
G) All of the above

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Question 43

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What is a touch point? Give two examples of touch points.

Les Ailes de la Mode,a Quebec retail store that promotes the highest quality customer service,has not only established itself as a top retailer in the province,but also as a credit card and point program company,a cataloger and Internet seller,and even a publisher.Through gathering customer information for its credit cards and point program,through catalog and Internet orders,and through subscriptions to its publications,Les Ailes de la Mode has created several different:

Blood Services As flextime,consulting,telecommuting,and downsizing make it more difficult for people to donate blood at the workplace,Brooklyn/Staten Island 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.The card sent by the organization is an example of a:

To initiate the CRM cycle,a company must first:

Describe the actions of a company that is referred to as having a customer-centric focus.

Que Rica Vida General Mills has created Que Rica Vida magazine,which seeks to build relationships with newly acculturated Latina moms by providing them with culturally relevant lifestyle information and expert advice on the topics of education,holiday occasions,health and wellness,and family-issues of great importance to Hispanic families in America.Each issue normally contains 6-10 General Mills coupons.In addition to the magazine,General Mills also has a Web site of the same name: QueRicaVida.com,as well as a Spanish-language iPad application that provides Spanish-speaking consumers with instant access to more than 900 Latin-inspired recipes. -Refer to Que Rica Vida.General Mills' Que Rica Vida magazine is a component in a program that allows General Mills to gather information about,and build a relationship with,a group of customers from the Spanish-speaking community.In other words,the magazine is a component in General Mills' _____ program.

Consumers are reluctant to enter information through point-of-sale interactions because of privacy violation fears.

For a CRM system to be effective,customer information must be stored in a data matrix.

All the following are U.S.privacy Acts EXCEPT:

In a CRM system,_____ are all areas of the business where customers have contact with the company and data may be gathered and used to guide and direct the decision making within that business unit.

_____ uses a past set of occurrences to predict the likelihood that some other occurrence,such as a response or purchase,will take place in the future.

Countries in _____ generally have the strictest legislation regarding the collection and use of customer data.

L.L.Bean,Inc.has been reducing the number of catalogs it sends out while increasing its sales and profits.With _____,L.L.Bean now identifies customers who have purchased recently and often and have spent considerable money.Such customers are most likely to purchase again.

Using technology provided by Smart Button software,the WNBA's Los Angeles Sparks have implemented a new system that gathers information about its best customers,season ticket holders,and rewards those customers in many ways including free tickets to Sparks home games and cash prizes.This is an example of a(n) _____ system.

_____ refers to the latitude organizations bestow on their representatives to negotiate mutually satisfying commitments with customers.

Which of the following techniques used to analyze marketing databases considers whether a customer has made a purchase recently as well as how often that customer makes a purchase?

Janie contacts calls Lands' End to ask if the company sells pajamas for teenage girls.The customer service representative who speaks with Janie advises her of the various options.This is an example of knowledge management.

RFM analysis is used to delete unnecessary or duplicated data.