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Marketing Research: Within a Changing Information Environment, 2/e

Joseph Hair, Louisiana State University
Robert Bush, University of Memphis
David Ortinau, University of South Florida

Customer Relationship Management and the Marketing Research Process

Multiple Choice Quiz


1	Customer Relationship Management (CRM) is most consistent with which of the following business philosophies?
		A)	Production Orientation
		B)	Sales Orientation
		C)	The Marketing Concept
		D)	short-term profit maximization
		E)	Technological Orientation


2	Consumer Relationship Management (CRM) is a natural outgrowth of recent emphasis upon:
		A)	relationship marketing.
		B)	response marketing.
		C)	mass marketing.
		D)	advances in communications technology.
		E)	e-marketing.


3	Generally, it costs about ________________ as much to replace a dissatisfied customer as it would have to retain him.
		A)	half
		B)	five times
		C)	four times
		D)	three times
		E)	twice


4	The success of any Customer Relationship Management program is most dependent upon:
		A)	computer technology.
		B)	customer technology.
		C)	a "manageable" consumer population.
		D)	emphasis upon high-quality production processes.
		E)	an effective quality control program.


5	Marketing intelligence is primarily distinguished from marketing research by:
		A)	the amount of money it requires.
		B)	its focus upon specific, short-term projects.
		C)	its failure to use secondary data.
		D)	its failure to use primary data.
		E)	the heavy use of real-time customer information.


6	The Customer Relationship Management attempts to:
		A)	identify the types of programs/satisfactions that will add value to the firm's customers.
		B)	understand the value perception of the consumer segment and how to enhance it.
		C)	identify the products, services, and mode(s) of delivery modes that have value to the consumer.
		D)	understand customer responses to marketing and sales campaigns.
		E)	deal effectively with all of the above.


7	A major challenge to creating an enterprise-wide CRM program is breaking through traditional, functional ______________________.
		A)	silos.
		B)	data bins.
		C)	gateways.
		D)	registers.
		E)	files.


8	Under a customer-centric approach, ____________________ data is used to anticipate and fulfill customer's desires.
		A)	structured
		B)	primary
		C)	granular
		D)	secondary
		E)	silo


9	The X-Cel Corporation desires to create an effective CRM program. The firm's effort must emphasize:
		A)	the strategic use of customer information.
		B)	information based on a transactional focus.
		C)	enterprise-wide approach to the use of information.
		D)	technological support of the CRM structure.
		E)	all of the above.


10	A firm has the opportunity to "capture" customer information:
		A)	only through expensive primary research projects.
		B)	only from long-standing customers who purchase often.
		C)	in every transaction it has with every customer.
		D)	directly from its competitors.
		E)	only through personal contact with the customer.


11	Specific customer information gathered and shared by all individuals in an enterprise is called a:
		A)	touch point.
		B)	contact point.
		C)	context point.
		D)	transaction hub.
		E)	information hub.


12	The role of technology in a CRM environment is evidenced by:
		A)	the creation of integrative, interactive data bases.
		B)	the use of telecommunications in data collection.
		C)	the use of the internet in data collection.
		D)	the use of interactive store environments in data collection.
		E)	all of the above.


13	The X-Cel Corporation automatically captures the internet protocol (IP) address and domain name (DP) of every visitor to any of its web sites. This type of information is called ____________________ data.
		A)	interactive
		B)	passive
		C)	active
		D)	secondary
		E)	access


14	_______________ data is acquired by a business when customers interact with the firm's web site.
		A)	Interactive
		B)	Passive
		C)	Active
		D)	Secondary
		E)	Access


15	_____________ data refers to comprehensive data about customers collected through the use of computers.
		A)	Directed
		B)	Active
		C)	Passive
		D)	Access
		E)	Secondary

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