CRM cuoi ki

1. ….. is a core customer-centric business strategy that aims at winning and keeping profitable customers.

• 1. Automation CRM

• 1. Operational CRM

• Analytical CRM

• Strategic CRM

1. …. businesses make the assumption that if they invest enough in advertising, selling, public relations (PR) and sales promotion, customer will be persuaded to buy

• Product-oriented

• 1. Sales-oriented

• 1. Production-oriented

• Marketing-oriented

1. According to Dwyer, Schurr& Oh's model of relationship change, the stage …… means investigation and testing during which the parties explore each other's capabilities and performance.

• 1. Exploration

• Awareness

• Expansion

• Commitment

Reduced customer churn creates………..

• 1. Less average customer tenure

• Increased marketing costs to replace defected customers

• 1. A larger customer base

• 1. Less cross-selling opportunities

1. In the customer journey, ………. is the customer who generates additional referral dollars through positive word - of - mouth

• Suspect

• Advocate

• 1. Prospect

• Repeat customer

1. There are four causes of profit margin growth over time. Which one is NOT the cause of profit margin growth overtime?

• 1. Revenues grow

• Cost - to serve is lower

• 1. Higher price are paid

• Customer experience is lower

1. When a couple has their first child, they have a completely new set of needs connected to the growth and nurturing of their child. This includes baby clothes, food and toys. As the child grows, the parents are faced with additional decisions, such as pre-school and elementary education. What type of new customer are they?

• New-to-category customers

• 1. New-to-company

• 1. New potential customer

• New lead

In Hofmeyr's conversion model,..........are most likely to defect.

• 1. Entrenched customers

• Average customers

• Convertible customers

• 1. Shallow customers

1. The total number of exposures is therefore computed by multiplying reach by frequency. If your ad reaches ……… people an average of four times the total number of impressions or exposure is 8 million.

• 2 million

• half million

• 1. 4 million

• 1. 8 hundred

1. Consider a corporate customer purchasing office equipment. The customer's business is expanding fast. It bought 30 servers last year, 20 sourced from its main supplier. This year it bought 50 but only 30 were from the same supplier. From that supplier's point-of-view it has grown income by 50%, which it might regard as an excellent achievement. However, in a relative sense, its share of customer purchases has fallen from 67% (20/30) to 60% (30/50) Which of the following statements is correct in the above case?

• 1. High raw customer retention rate is high customer life-time value.

• 1. High raw customer retention rate does always good.

• 1. High raw customer retention rate does not always signal excellent customer retention performance.

• 1. High sales-adjusted retention rate also needs some qualification.