MIDTERM EXAMINATION Fall 2009MKT610- Customer Relationship Management (Session - 4) Marks: 45Question No: 1 ( Marks: 1 ) - Please choose oneSome products sales are in specific areas or pockets of the market, whilst others have vast spread over. This statement refers to which of the following strategies of building customer relationship management?► Size of market share► Life style of people► Geographic concentration► Socio-economic statusQuestion No: 2 ( Marks: 1 ) - Please choose oneCustomer service program covers all areas EXCEPT:► Only focus on sales► Manage follow-up sales calls► Solve customer complaints► Update product informationQuestion No: 3 ( Marks: 1 ) - Please choose oneRecognize which of the following is an acronym of TCCP.► Total customer convenience program► Total customer care program► Total customer commitment program► Total customer courtesy programQuestion No: 4 ( Marks: 1 ) - Please choose oneWestern dominance was first time challenged by which one of the following countries?► China► Korea► USA► JapanQuestion No: 5 ( Marks: 1 ) - Please choose oneOur evaluation criterion of customer relationship management (CRM) should be focused on _____________ now more than ever.► Supply Chain► Value Chain► Services► InnovationQuestion No: 6 ( Marks: 1 ) - Please choose oneWhich of the following is the description of Good Offering?► Fast checkout► On site support► Competitive prices of products ► Availability of products Question No: 7 ( Marks: 1 ) - Please choose oneWhich one of the following ways for complaint handling strengthens the customer organization relationship?► Complaints expressed and resolved► Complaints not expressed and not resolved► Complaints not expressed but resolved► Complaints expressed but not resolvedQuestion No: 8 ( Marks: 1 ) - Please choose one“A sales technique whereby a salesman attempts to have the consumer purchase more expensive items, upgrades or other add-ons in an attempt to make a more profitable sale” is referred as:► Impersonal selling► Cross selling► Personal selling► Up-sellingQuestion No: 9 ( Marks: 1 ) - Please choose oneCompany XYZ developed a website to provide in time and updated information to all customers. Company is using which one of the parts of application architecture of customer relationship management?► Operational CRM► Public relations► Analytical CRM► Collaborative CRMQuestion No: 10 ( Marks: 1 ) - Please choose oneAll of the following are the parts of application architecture of customer relationship management (CRM) EXCEPT:► Technological application► Operational application► Collaborative application► Analytical applicationQuestion No: 11 ( Marks: 1 ) - Please choose oneA security measure to stop unauthorized access to documents is:► Backup/restore► Physical access restrictions► Network access control ► Network admission controlQuestion No: 12 ( Marks: 1 ) - Please choose oneThe ability to trigger a process in the back office system, e.g. Email Response is BEST described by which of the following?► Scalability► Database ► Multiple communication channels► WorkflowQuestion No: 13 ( Marks: 1 ) - Please choose oneThe dimension of service quality called _____ which is caring and individualized attention provided to customers. ► Empathy ► Responsiveness ► Reliability ► Assurance Question No: 14 ( Marks: 1 ) - Please choose oneIf two customers choose exactly the same package of certain service, but customer A calls for help weekly and customer B calls only twice a year, which is most valuable customer?► Neither A nor B► Customer B► Customer A► Both A & B customerQuestion No: 15 ( Marks: 1 ) - Please choose oneCustomer delivered value is the “benefit enjoyed by the customer which represents the difference between the cost to them and the actual value received by the customer” refers to which of the following concepts?► Value cost to company► Profit to the company► Value maximization► Profit to the customer Question No: 16 ( Marks: 1 ) - Please choose oneWhich one of the following is the MOST important communication skill?► Critical listening► Active listening► Objective listening ► Inactive listening Question No: 17 ( Marks: 1 ) - Please choose oneWhich of the following are the two skills associated with being a good listener?► Paying attention and providing a strong point of view in response ► Paying attention and provision of feedback► Paying attention and showing disinterest when necessary► Listening more than one message at a time and giving constructive criticismQuestion No: 18 ( Marks: 1 ) - Please choose oneCritical listening involves which of the following?► Jumping to conclusions► Listening to evaluate what the other person says► Appreciating the other person► Understanding what the other person is feelingQuestion No: 19 ( Marks: 1 ) - Please choose oneLooking for commonalities while listening:► Is a good idea► Is unethical► Is biased► Is intrusive Question No: 20 ( Marks: 1 ) - Please choose oneInternal strengths and weaknesses are usually referred to as:► Uncontrollable activities within an organization► Controllable activities within an organization► Most important for shareholders and stakeholders► Important as external opportunities and threatsQuestion No: 21 ( Marks: 1 ) - Please choose oneStrategic drift, where strategies progressively fail to address the strategic position of the organization, is frequently followed by: ► A change of CEO► Transactional change► Transformational change ► Change of financial managerQuestion No: 22 ( Marks: 1 ) - Please choose oneWhich of the following is the part of strategy-implementation activities?► Preparing a TOWS matrix► Allocation of sufficient resources► Conducting a situation analysis► Environmental scanningQuestion No: 23 ( Marks: 1 ) - Please choose oneWhich of the following is NOT one of the questions that needs to be answered while doing competitive analysis?► Which companies are in the strongest/weakest competitive positions?► What strengths, weaknesses, opportunities and threats are of the organzation?► What is competition like and how strong is each of the various competitive forces? ► What is causing the industry's competitive structure and business environment to change?Question No: 24 ( Marks: 1 ) - Please choose oneIdentify the skill which helps to understand customers and express your own ideas?► Skill to provide positive experience► Skill to speed up response► Skill to listen► Skill to communicateQuestion No: 25 ( Marks: 1 ) - Please choose oneWhich of the following is NOT part of marketing mix?► Competitors► Price► Promotion► ProductQuestion No: 26 ( Marks: 1 ) - Please choose oneCompanies can build interest by using databases to remember customer preferences. This strategy helps to which of the following?► Identify prospects ► Avoid serious customer mistakes ► Reactivate dormant customers ► Deepen customer loyalty Question No: 27 ( Marks: 1 ) - Please choose oneWhich one of the following concepts deals with the same product available in different weights?► Proliferation of labeling► Proliferation of imaging► Proliferation of packaging► Proliferation of brand Question No: 28 ( Marks: 1 ) - Please choose oneWhich of the following is the act of designing the company’s offering and image to occupy a distinctive place in the mind of the target market?► Segmenting ► Positioning ► Targeting ► Imaging Question No: 29 ( Marks: 1 ) - Please choose oneBranding assists buyers in numerous ways. Which of the following is NOT a direct consumer benefit derived from branding?► Brand names increase shopper efficiency. ► Brand names raise awareness and increase consumer interest. ► Branding enables suppliers to attract loyal and profitable set of customers. ► Brand names convey product quality to customers.Question No: 30 ( Marks: 1 ) - Please choose oneThe ability of a system to cope with increase in usage volumes is determined by which of the following?► Physical size ► Adaptability ► Scalability ► Flexibility Question No: 31 ( Marks: 5 ) Briefly explain the difference between planning and implementation? Question No: 32 ( Marks: 10 ) Market is the combination of different customers with varying buying behaviors and moods. Which tactics help salesman to deal with them successfully?
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