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.