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| 1 | |
Information for customer relationship management (CRM) is captured from all customer touch-points, such as telephone, fax, e-mail, the company's website, retail stores, and personal contact. |
| | A) | True |
| | B) | False |
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| 2 | |
According to the text, the three enterprise-wide operations: customer relationships, resource planning, and supply chain, all share one common goal: to increase profits. |
| | A) | True |
| | B) | False |
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| 3 | |
According to the text, it is easier than ever for customers to comparison shop and, with a click of the mouse, to switch companies. As a result, customer relationships have become a company's least valued asset. |
| | A) | True |
| | B) | False |
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| 4 | |
In a survey of senior management satisfaction with 25 management tools, CRM ranked near the top in satisfaction. |
| | A) | True |
| | B) | False |
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| 5 | |
PRM applications apply many of the same tools used in CRM systems to enhance collaboration between a company and its business partners. |
| | A) | True |
| | B) | False |
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| 6 | |
According to the textbook case, in the past at Capital One an address change required 2 HR specialists to sign off on the change. |
| | A) | True |
| | B) | False |
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| 7 | |
According to the textbook case, Capital One's ERP system is accessible to employees and some business partners through a Web portal. |
| | A) | True |
| | B) | False |
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| 8 | |
According to the textbook case, Telefonica TSAI tapped into the sizable market of smaller businesses by offering free EDI service. |
| | A) | True |
| | B) | False |
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| 9 | |
According to the text case, CVS's store-level consumption is monitored via Web extranets and then replenished to an agreed-upon service level. |
| | A) | True |
| | B) | False |
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| 10 | |
According to the textbook case, a Web-based SCM allows Modern Plastics Technology to monitor its customers' needs on a real-time basis. |
| | A) | True |
| | B) | False |
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| 11 | |
_______________ relationships have become a company's most valued asset. |
| | A) | Supplier |
| | B) | Software supplier |
| | C) | Customer |
| | D) | Distributor |
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| 12 | |
According to the Real World case, _______________ CRM file(s) is/are preferable to _______________ CRM file(s). |
| | A) | a single customer master; multiple customer master |
| | B) | multiple customer master; a single customer master |
| | C) | a customer transaction; a customer master |
| | D) | a customer master; a customer transaction |
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| 13 | |
The major reason for the high rate of failure or dissatisfaction with CRM initiatives is: |
| | A) | Reliance on software to solve an unsolvable business problem |
| | B) | Unexpected costs, such as maintenance |
| | C) | Lack of understanding and preparation |
| | D) | Incompetent management |
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| 14 | |
All of the following are examples of the business value of analytical CRM except: |
| | A) | Extracts in-depth customer history, preferences, and profitability information from data warehouse and other databases |
| | B) | Allows you to analyze, predict, and derive customer value and behavior and forecast demand |
| | C) | Lets you approach customers with relevant information and offers tailored to their needs |
| | D) | Synchronizes customer interactions consistently across all channels |
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| 15 | |
What do Microsoft, Coca-Cola, Cisco, Eli Lilly, Alcoa, and Nokia have in common? |
| | A) | They share a single CRM system |
| | B) | They all implemented a transactional backbone called ERP |
| | C) | They all manufacture high-tech products |
| | D) | These companies have nothing in common. |
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| 16 | |
According to the textbook case, Colgate-Palmolive embarked on an implementation of SAP R/3 to accomplish all of the following except: |
| | A) | Allow access to more timely and accurate data |
| | B) | Reduce shipping time |
| | C) | Get the most out of working capital |
| | D) | Reduce manufacturing costs |
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| 17 | |
When ERP systems can break down departmental and functional walls of business processes, it results in a more flexible organizational structure, managerial responsibilities, and work roles. This describes the key business benefit of: |
| | A) | Enterprise agility |
| | B) | Decision support |
| | C) | Decreased costs |
| | D) | Quality and efficiency |
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| 18 | |
The interrelationships with suppliers, customers, distributors, and other businesses that are needed to design, build, and sell a product make up a network of business entities, relationships, and processes called a(n) _______________. |
| | A) | extranet |
| | B) | internet |
| | C) | supply chain |
| | D) | collaborative enterprise system |
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| 19 | |
Committing to delivery dates in real time is an outcome of the _______________ SCM function. |
| | A) | supply chain performance management |
| | B) | supply chain design |
| | C) | materials management |
| | D) | collaborative fulfillment |
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| 20 | |
Giving customers what they want, when and how they want it, at the lowest cost are the Customer Value Goals of: |
| | A) | supply chain management |
| | B) | customer relationship management |
| | C) | enterprise resource management |
| | D) | marketing management |
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