WorksheetsMKT 558-CH 5
Total questions: 9
Worksheet time: 5mins
______ is a key e-CRM technique to tailor messages according to stated preferences or observed buyer behaviour.
Retention
Personalisation
Reactivation
None of the above
In e-CRM, customer retention refers to:
monitoring of customer response to inform future messages.
tailoring of messages in line with customer preferences and behaviours.
a communications strategy with existing customers to deliver messages through e-mail, SMS and traditional media.
All of the above.
In e-CRM, customer acquisition means:
identifying the appropriate customers to target.
attracting customers in the target profile to your website and encouraging them to opt-in.
encouraging customers to purchase more expensive products which may also be in other categories.
None of the above.
What is the typical relationship between satisfaction and loyalty?
Loyalty is equivalent to satisfaction.
There is no relationship between satisfaction and loyalty.
and loyalty. Loyalty determines satisfaction
Satisfaction determines loyalty.
Mass customisation is the use of technology to:
deliver offers and products tailored for segments.
deliver offers and products tailored for individuals.
deliver offers and products tailored for individuals or segments.
deliver offers and products tailored for prospects.
The concept of opt-in typically involves:
using an incentive.
the customer agreeing to receive marketing communications.
the customer proactively selecting opt-in.
All of the above.
______ data is information about how the customer has responded to campaigns.
Profile data
Transactional data
Behavioural data
Campaign history
______ data is information about the purpose of communications to the customer.
Campaign history
Profile data
Transactional data
Behavioural history
Online communities or social networks can assist with CRM through:
identifying the highest value customers.
advertising
profiling customers.
researching customer perceptions about products.
