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1 | |
Which of the following best describes a condition for a powerful supply group? |
| | A) | Low switching costs for the buyer |
| | B) | Dominance by many suppliers |
| | C) | High switching costs for the buyer |
| | D) | None of the above |
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2 | |
Which of the following best describes changes in marketing philosophy? |
| | A) | Mass marketing has now given way to mass customization |
| | B) | Mass marketing has now given way to mass production |
| | C) | Mass marketing has now given way to classic marketing |
| | D) | None of the above |
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3 | |
What are the perceived benefits of customization? |
| | A) | Allows websites visitors to specify their firm preferences |
| | B) | Allows artificial intelligence to identify patterns in customers' choices |
| | C) | Allows websites visitors to specify their own preferences |
| | D) | None of the above |
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4 | |
Which of the following best describes the term online fulfilment? |
| | A) | The ability to delight the online customer |
| | B) | The ability to promptly deliver what the online customer has requested |
| | C) | The ability to possess what the online customer wants |
| | D) | None of the above |
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5 | |
Which of the following statements best describes a key e-marketing activity? |
| | A) | Identification of the relationship between e-marketing activity and performance |
| | B) | Identification of satisfied customers |
| | C) | Evaluating and enhancing skills and competencies at the individual, group and organizational levels |
| | D) | None of the above |
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6 | |
Which of the following statements are true? |
| | A) | Customer relationship management has to be technology intensive |
| | B) | Managers should contact customers based on their customer strategy not the CRM programme |
| | C) | Organizations should change their structures and processes and alter their corporate culture after CRM projects |
| | D) | None of the above |
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7 | |
Which of the following statements best describes the term human capital? |
| | A) | Human capital can be defined as the organizational capabilities necessary to meet market requirements |
| | B) | Human capital can be defined as the financial value of employees in an organization |
| | C) | Human capital can be defined as the capabilities of employees in an organization that are required to provide solutions to customers' needs |
| | D) | None of the above |
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8 | |
According to Seybold (1998) which statement best describes the cost to acquire a new customer in the US? |
| | A) | Five times as expensive to acquire a new customer as it is to retain an existing customer |
| | B) | Two times as expensive to acquire a new customer as it is to retain an existing customer |
| | C) | Ten times as expensive to acquire a new customer as it is to retain an existing customer |
| | D) | None of the above |
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9 | |
Which of the following statements best describes the term value added network? |
| | A) | A public network provider that is used to facilitate EDI |
| | B) | A private network provider that is used to facilitate EDI |
| | C) | A holistic approach to supply chain management |
| | D) | None of the above |
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10 | |
Which of the following statements best describes the differences between competing in the industrial and digital age? |
| | A) | In the industrial age speed did not play a prominent role in value creation, while in the digital age, speed represents the most important source of value creation |
| | B) | In the industrial age quality played a prominent role in value creation, while in the digital age, quality does not represent an important source of value creation |
| | C) | In the industrial age physical assets played a prominent role in value creation, while in the digital age, intangible assets represent the most important source of value creation |
| | D) | None of the above |
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11 | |
Which of the following best describes the typical stages in an industrial (post Internet era) customer relationship? |
| | A) | Trust, convenience, value and fulfilment |
| | B) | Satisfaction, bonding, value and fulfilment |
| | C) | Fulfilment, value, convenience, and trust |
| | D) | None of the above |
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12 | |
Which of the following best describes the typical stages in an Internet era customer relationship? |
| | A) | Trust, convenience, value and fulfilment |
| | B) | Satisfaction, bonding, personalization, empowerment and customer loyalty |
| | C) | personalization, empowerment and customer loyalty and satisfaction |
| | D) | None of the above |
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2003 A McGraw-Hill Online Learning Centre