Test Bank Chapter 11

Testbank Questions Rainer Intro 5e Chapter 11 Customer Relationship Management and Supply Chain Management

Multiple Choice

36. Over time, the customer relationship with vendors has become more impersonal for all of the following reasons except:  A. people move from farms to cities cities B. consumers became mobile C. supermarets and department stores proliferated !. customer relationship management s"stems were developed #. the $nternet grew rapidl"  Answer: ! %ection &eference ': (aterial following chapter opening case !ifficult": )ard *earning Ob+ective ': *O ''. -rovide realworld applications for customer relationship management and suppl" chain management.

3/. 0hich of the following best describes C&(1  A. a process process B. a set of technologies C. an information s"stem !. a wa" of thining and acting #. a set of decisions  Answer: ! %ection &eference ': !efining Customer &elationship (anagement !ifficult": (edium *earning Ob+ective ': *O ''.' $dentif" the primar" functions of both customer relationship management 2C&( and collaborative C&(.

34. 0hich of the following is an important enabler of C&(1  A. recogni5ing recogni5ing that that there are man" customer customer touch points B. recogni5ing the necessit" of treating all customers the same C. recogni5ing the need for sophisticated C&( information s"stems !. recogni5ing the need for sophisticated customer databases #. recogni5ing the need for a data warehouse

 Answer: A %ection &eference ': !efining Customer &elationship (anagement !ifficult": (edium *earning Ob+ective ': *O ''.' $dentif" the primar" functions of both customer relationship management 2C&( and collaborative C&(.

3. 0hich of the following is not a customer touch point1  A. telephone telephone contact contact B. email C. 0eb sites !. customer visits to a store #. none of the above 7 all are touch points  Answer: # %ection &eference ': !efining Customer &elationship (anagement !ifficult": (edium *earning Ob+ective ': *O ''.' $dentif" the primar" functions of both customer relationship management 2C&( and collaborative C&(.

8. 9he complete data on a customer is called:  A. a profile profile B. a record C. a 36degree view !. a file #. a consolidated customer map  Answer: C %ection &eference ': !efining Customer &elationship (anagement !ifficult": #as" *earning Ob+ective ': *O ''.' $dentif" the primar" functions of both customer relationship management 2C&( and collaborative C&(.

8'. 0hich of the following is the most important enabler of the 36degree view of the customer across an organi5ation1  A. the organi5ation organi5ations s database database B. the organi5ations data warehouse C. the organi5ations C&( s"stems !. the organi5ations collaborative C&( s"stems #. the organi5ations anal"tical C&( s"stems  Answer: B %ection &eference ': !efining Customer &elationship (anagement

!ifficult": )ard *earning Ob+ective ': *O ''.' $dentif" the primar" functions of both customer relationship management 2C&( and collaborative C&(.

8;. 0hich of the following statements is false1  A. !ata consolidatio consolidation n and 36degree 36degree view mean the same thing. B. !ata about customers in various functional areas was difficult to share. C. Collaborative C&( s"stems enable customers to provide direct feedbac to the organi5ation !. C&( s"stems use a data warehouse to mae all customer data available to ever" unit of the business. #. Organi5ations can use blogs for customer input about their products and services.  Answer: A %ection &eference ': !efining Customer &elationship (anagement !ifficult": #as" *earning Ob+ective ': *O ''.' $dentif" the primar" functions of both customer relationship management 2C&( and collaborative C&(.

83.