Marketing Apps 3.2

Which situation is an unethical action associated with customer relationship management?

• Allowing customers the ability to opt-out of the e-mail updates that the business provides

• Implementing a frequent-buyers program for customers

• Collecting customer information with authorization to develop a customer profile

• Selling customer lists without their consent to third parties

Which is a benefit of customer relationship management?

• The ability to double profits

• A work force that does not commit errors

• A decrease in customer advocacy

• The opportunity to create targeted marketing campaigns

Which type of customer relationship management software would be most appropriate for a company that is looking for a more efficient way to track leads, prospects, and customers?

• Sales force automation technology

• Campaign management software

• Personalization technology

• Matching engine technology

One action that an ethical business can take to help build the long-term trust and loyalty of its customers is to perform which activity?

• A.

  Sell its customer list to third parties without permission.

• Maintain detailed information about transactions

• C.

  Implement a comprehensive customer privacy policy.

• Send daily opt-in e-mail messages to customers

Many people make the mistake of thinking that customer relationship management refers solely to which factor or factors?

• People

• Strategies

• Processes

• Technology

An important aspect of using technology in customer relationship management involves which activity?

• Allowing employees to have complete access to customer information

• B.

  Posting the information of customers on a website

• C.

  Updating customer information in the computer database

• D.

  Providing customers with excessive product information

What is an important aspect of a customer-centric business?

• Reducing the number of touch points with customers

• Limiting decision making for employees

• Being satisfied with the status quo

• Aligning business activities with customer needs

Which is an example of product bundling?

• Business selling computer, printer, and scanner as a unit

• B.

  Garden shop discounting prices of seasonal merchandise

• C.

  Theme park charging admission and selling ride tickets

• D.

  Lumber company selling wood chips as small-animal bedding

A characteristic of product bundling is that the price of the bundle usually cause which situation?

• Adjusted based on the type of customers who purchase the bundle

• B.

  Intended to be the same as the prices set by competitors

• High to reflect the quality and status of each product

• Lower than the combined price of the products sold separately

A primary reason for a business to bundle its products is for which activity?

• To obtain referrals

• To increase sales quotas

• To control expenses

• To encourage long-term use