CHAPTER 3: CUSTOMER RELATIONSHIP MANAGEMENT (CRM)

Personal selling fits into the marketing mix as part of a firm’s product strategy.  

• TRUE

• FALSE

Research suggests that firms with a higher level of customer orientation are more successful.

• TRUE

• FALSE

CRM is any application or initiative that optimizes interactions with customers, vendors or prospects via one or more tops-to-tops.                                                                                                                                          

• TRUE

• FALSE

CRM is both a philosophy and a pragmatic system

• TRUE

• FALSE

The major cause of growth in CRM is technology

• TRUS

• FALSE

CRM has facilitated the shift from one-to-one mass marketing. 

• TRUE

• FALSE

The lifetime value of a customer concept emphasizes cost savings, revenue growth, profits, and referrals from loyal customers.                                                                

• TRUE

• FALSE

Many companies have abandoned CRM because of no change in management initiatives

• TRUE

• FALSE

Market–driven companies do a better job of market sensing.

• TRUE

• FALSE

Good objectives should be specific, measurable, and realistically attainable

• TRUE

• FALSE