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MISY 5380 Midterm Exam Questions and Answers
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MISY 5380 Midterm Exam
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MISY 5380 Midterm ExamMass marketing techniques:
1. continue to be cost-effective based on companies' abilities to measure results.
2. are successful based on the continued pull of network television and mass-oriented
national magazines.
3. went out of vogue due to companies' inability to measure results.
4. became useful again through the application of SFA and ERP.
5. are still the underlying force of CRM. - answer3. went out of vogue due to companies'
inability to measure results.
Difficulties in integrating customer data include all but which one of the following?
1. disparate databases
2. multiple touchpoints
3. inconsistent and old customer data
4. dissimilar applications
5. idiosyncratic-fit - answer5. idiosyncratic-fit
Which is a true finding with respect to the establishment of CRM systems?
1. Shifting the focus from products to customers is not a major problem since product
management systems are often in place.
2. Marketing, sales, and even engineering should act on data collected by the customer
contact center.
3. Customer information should never be disseminated to those outside the company in
the distribution channel.
4. Top management is generally unwavering in its support of CRM establishment.
5. all of the above are true - answer2. Marketing, sales, and even engineering should
act on data collected by the customer contact center.
CRM systems:
1. should emphasize platform technology first and problem-solving second.
2. should be functional in nature.
3. are too often tied to business goals without consideration of IT concerns.
4. work best in functional silos.
5. sometimes consist of CRM suites or CRM point solutions. - answer5. sometimes
consist of CRM suites or CRM point solutions.
Acquaintance relationships are:
,1. based on satisfaction.
2. based on above-parity products and services.
3. expected in value added partnerships
4. typical in value added networks
5. all of the above - answer1. based on satisfaction.
360 degree view of the customer means
1. a consistent view of the customer from beginning to end of the relationship.
2. customer data from all business areas.
3. Incorrect: customer data from all touch points.
4. a hierarchy of effects of customer behavior.
5. A, B, and C are all aspects of a 360 degree view. - answer5. A, B, and C are all
aspects of a 360 degree view.
Customer Lifetime Value is:
1. introduction, growth, maturity, decline, and abandonment of the customer life cycle
2. product life cycle analysis in customer terms.
3. a customer's total income minus disposable income spent on a company's offerings.
4. the net present value of future profits to be received from a customer during a
specified period of years.
5. none of the above - answer4. the net present value of future profits to be received
from a customer during a specified period of years.
A company is practicing CRM when:
1. it has adopted a profitable customer-centric focus through the use of customer
information.
2. it analyzes customer information to create data silos.
3. sales department personnel are capable of doing marketing research.
4. tactics and strategies are replaced by customer simulations.
5. all are true - answer1. it has adopted a profitable customer-centric focus through the
use of customer information.
Why are CRM systems being extensively used today?
1. To foster satisfaction and trust.
2. To enhance productivity across all key marketing functions.
3. To increase transaction revenue.
4. To improve offensive marketing.
5. To enable organizations to better manage ERP, SAP, and PRM. - answer2. To
enhance productivity across all key marketing functions.
Customer Relationship Management can apply to which of the following?
, 1. distributors
2. dealers
3. lateral partners
4. final customers
5. all of the above - answer5. all of the above
Widespread application of CRM programs has shown that:
1. they have not led to universal success.
2. they can substantially improve firm profitability.
3. Incorrect: success rests upon organizational commitment.
4. they are customer-centric.
5. all are true - answer5. all are true
What is the CRM "Ecosystem"?
1. green marketing
2. a privacy-oriented company, plus its data warehouse
3. integration of back-office and front-office through data exchange, systems, and
business processes
4. the network of prospects, customers, CCC personnel, and data
5. company-customer relationships through the customer life cycle - answer3.
integration of back-office and front-office through data exchange, systems, and
business processes
SaaS stands for which of the following?
1. software and standards
2. software as a service
3. statistical applications and standards
4. software and analysis systems
5. none of the above - answer2. software as a service
CRM enables companies to do all of the following EXCEPT which of the following?
1. Manage upward migration
2. Improve cueing
3. Match callers with the most appropriate CSP
4. Train customers to use the most profitable channels
5. More effectively manage the 4Ps - answer5. More effectively manage the 4Ps
A data mart is a:
1. data warehouse in digital form.
2. collection of data processing models.
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