Chapter 9 Enterprise Applications to Manage Supply Chains and Respond to Customers Question 104) Selling a customer with a checking account a home improvement loan is an example of A) operational CRM. B) direct marketing. C) cross-selling. D) cross-channel promotions. 105) Which of the following is an important capability for service processes that is found in most major CRM software products? A) returns management B) lead management C) account management D) events management 106) Which of the following is an important capability for sales processes that is found in most major CRM software products? A) returns management B) lead management C) channel promotions management D) events management 107) Customer relationship management applications dealing with the analysis of customer data to provide information for improving business performance best describes ________ applications. A) operational CRM B) analytical CRM C) SCM D) SFA 108) Analytical CRM applications A) include tools for marketing automation. B) provide consolidated data for operational CRM applications. C) are based on data warehouses consolidated from operational CRM applications. D) provide customer-facing applications. 109) Operational CRM applications include tools for A) identifying buying patterns. B) calculating CLTV. C) sales force automation. D) pinpointing unprofitable customers. 110) Analyzing sales representative and customer service representative productivity is an example of A) CLTV. B) analytical CRM. C) operational CRM. D) demand planning. Answer: B 111) Which metric is based on the relationship between the revenue produced by a specific customer, the expenses incurred in acquiring and servicing that customer, and the expected life of the relationship between the customer and the company? A) churn rate B) CLTV C) cost per lead D) cost per sale 112) The measurement of the number of customers who stop using or purchasing products or services from a company is called A) switching costs. B) churn rate. C) CLTV. D) switch rate. 113) Which of the following statements about enterprise applications is NOT true? A) The total implementation cost of a large system might amount to four to five times the initial purchase price for the software. B) Enterprise applications introduce “switching costs.” C) Enterprise applications are based on organization-wide definitions of data. D) Enterprise applications are best implemented when few changes in business processes are required.