MKTG3370Ex3Pt1

1.

1 point

The CRM process:

is driven by customer information.

makes segmentation obsolete.

is useful only for outbound marketing programs.

2.

1 point

Overstock.com’s success on the web stems from:

the level of satisfaction with the customer experience on the site.

its multichannel approach.

both of the above.

3.

1 point

Analytical CRM includes:

database enhancement.

performance measurement.

both of the above.

4.

1 point

Which do managers see as most important?

Generating high quality leads

Generating a large quantity of leads

Creating a relationship with people who might become leads at a later date

5.

1 point

What is a true statement about the definition of conversion?

Conversion simply means the sales lead making a purchase.

The definition of conversion is likely to change for different teams involved in the process.

It is not possible to define conversion.

6.

1 point

Tesco’s Club card Program relies for its success upon:

data mining and segmentation.

qualitative research.

social media monitoring.

7.

1 point

The customer lifecycle allows marketers to:

identify their best prospects.

target lapsed customers and win back.

both of the above.

8.

1 point

What are foundations of a CRM program?

Sales force automation and customer service

Marketing and promotion

Customer service and email marketing

9.

1 point

Testing landing pages:

rarely results in improvements in the lead generation and conversion process.

takes extensive time and cost that is beyond the resources of most corporations.

can produce measurable improvements in the lead generation and management process.

10.

1 point

The components of customer lifetime value include:

all revenue after the first year.

growth in amount spent with the enterprise.

spending transferred from competitors.

11.

1 point

________ is not a way in which relationship marketing differs from transactional marketing.

Networked organizations instead of hierarchical organizations

Long term focus instead of short term perspective

Customer dialog instead of isolated marketing research projects

12.

1 point

Among the reasons for the failure of CRM programs are:

lack of software applications needed to support CRM.

lack of buy-in and leadership from top management.

lack of understanding of the requirements of CRM.

13.

1 point

Qualifying sales leads means:

determining which communications channel produced the lead.

asking a standard set of questions to determine needs and budget.

having a sales rep call on the prospect.

14.

1 point

The nature of website objectives will depend on:

tasks visitors expect to perform on the site.

the types of hardware and software that will be used.

how visitors are going to be attracted to the website.

15.

1 point

Sources of inbound marketing sales leads include:

sales leads purchased from marketing agencies.

cold calling by the field sales force.

neither of the above.

16.

1 point

Purchasing scenarios:

are different from scenarios used in corporate strategy development.

are helpful to various departments in the company.

are developed by outside agencies to corporate specifications.

17.

1 point

Which of the following is a true statement about the CRM process?

It makes segmentation obsolete.

It is driven by customer information.

It is useful only for outbound marketing programs.

18.

1 point

Essential steps in the lead generation and management process include:

follow up to convert leads to sales.

personal interviews with prospective customers.

identifying some leads as not useful.

19.

1 point

In developing the site navigational structure it is important to:

have every page represented on the main navigation bar.

construct a hierarchical diagram of site structure.

turn it over to technical personnel who have the necessary expertise.

20.

1 point

Cisco’s success in customer reactivation depended upon:

collecting as much data as possible on each business person.

contacting business professionals as individuals.

developing registration forms.

21.

1 point

Customer personas:

are used to breathe life into the data of customer profiles.

are only used in B2B marketing.

can only be used by the marketing department.

22.

1 point

Seamless customer experience refers to:

using the same technology in all marketing channels.

equally satisfying experience at all customer touchpoints.

offering different value propositions to different classes of customers.

23.

1 point

When setting objectives for a website, marketers must be concerned about:

a website that offers entertainment to visitors.

making sure the website is equipped to conduct ecommerce.

the role of the site in overall marketing strategy.

24.

1 point

Marketing is evolving to become more ________ vs. ________ focused.

segment, acquisition

product, customer

retention, profitability

25.

1 point

The Juan Eloqua lead generation program is a good example of:

a single step marketing program.

email as the only channel necessary for lead generation.

multiple step program including email and website content.

26.

1 point

Inbound marketing includes:

content marketing.

television advertising.

direct mail promotions.

27.

1 point

________ is the term used to describe the process of creating customer demand beginning with awareness and continuing through customer development.

Demand generation

Content marketing

Lead generation

28.

1 point

Which of the following are true statements about the content of a website?

Content must be determined by how much information the website is able to store.

Most visitors will only skim the content.

It can be taken directly from the enterprise's other marketing materials.

29.

1 point

Among the arguments for the importance of customer retention are:

it costs at least seven times as much to acquire a new customer as it does to retain an existing one.

a satisfied customer does not talk about the firm and product.

reducing customer defections will increase sales, but not necessarily profits.

30.

1 point

________ is the term used for distributing items as widely as possible on the web and taking steps to ensure that they can be found by prospective customers.

Inbound marketing

Buying cycle

Content marketing

31.

1 point

The EDGAROnline case history showed that:

it is not possible to increase the number of leads generated.

a lead scoring system can increase the number of leads correctly classified.

it is unlikely that the number of leads closed can be increased.

32.

1 point

Which of the following is a requirement for CRM success?

Focusing on market share

Lowering the cost of customer service

Capturing and using customer data

33.

1 point

________ is one of the elements of the Peppers and Rogers CRM model.

Analysis

Differentiation

Involvement

34.

1 point

Which of the following can be part of a content marketing strategy?

Customer comments posted on Facebook

Television ads posted on YouTube

Both of the above

35.

1 point

________ are a technology that broadens the ability to connect with consumers.

Computer clips

Mobile branded apps

Content management Systems

36.

1 point

Which is a true statement about the B2B buy cycle?

Most companies determine the type of buying cycle they use.

The B2B buy cycle implies a process with multiple participants that occurs over time.

The B2B buy cycle applies only to large manufacturing corporations.

37.

1 point

A ________ is a partially-functional web page that target customers can evaluate.

prototype

beta site

wireframe

38.

1 point

Conversion paths:

only apply to very large websites.

show how people move through a website.

are the same for all market segments.

39.

1 point

Registration on a site can:

furnish data for personalization of communications.

provide an email address for CRM contacts.

both of the above.

40.

1 point

A CRM Vision includes using ________ to create a Seamless Customer Experience.

customer touchpoints and technology

CRM failure rates

the promise of CRM

41.

1 point

Communication channels for generating sales leads include:

trade shows in the real world.

online advertising.

both of the above.

42.

1 point

Among the web design elements that help create a satisfactory customer experience are:

dramatic and attention-getting graphics and other visuals.

multiple navigations aids like breadcrumbs and different colors for followed links.

pages that have a lot of text and are able to answer all the visitor's questions.

43.

1 point

Integrating social media data into tactical CRM programs:

carries inherent privacy challenges.

has been fully automated.

involves collecting easily quantifiable data.

44.

1 point

The basic marketing strategies include:

customer value growth.

customer conversion

both of the above.

45.

1 point

Which of the following is a true statement about the cost of lead generation programs?

It costs about the same to generate a B2C lead as it does to generate a B2B lead.

Leads generated by inbound marketing are generally less expensive.

Most B2B companies can generate leads at about the same cost.

46.

1 point

What functions do cookies perform in the targeting and personalization process?

Identify the visitor's e-mail address.

Collect data about the visitor's activities on all websites.

Store data that enables the site to deliver relevant content.

47.

1 point

Which is part of a lead distribution process?

Passing on sales-ready leads to the sales force

Discarding leads that are not sales ready

Continuing to contact leads that do not meet qualifying criteria

48.

1 point

A/An ________ profile can be developed when a person registers on or buys something from a website.

anonymous

identified

statistical

49.

1 point

Reasons the lead generation and management process is important include:

regulating the number of sales that are made.

reducing the cost of sales.

proving to management that marketing is showing results.

50.

1 point

Typical website objectives include:

creating "buzz" about the new site.

providing information for employees.

providing customer service and support.