Multiple Choice Questions

Question 1

__________ marketing refers to the process of developing solid knowledge about customers and their likes and dislikes by tracking and using the pattern and content of communications to and from the customers.

A. Profile

B. Customer focused

C. Closed-loop

D. Responsive

Question 2

__________ refers to the ability of a business to identify and target individual customers, as with pointcast technologies.

A. Addressability

B. Accountability

C. Customer-centric

D. Modularization

Question 3

Prior to the emergence of relationship marketing, business researchers and practitioners emphasized the importance of understanding and implementing practices that promoted a company s ability to:

A. bring a product to market.

B. complete transactions.

C. compete in the marketplace.

D. increase product prices.

Question 4

__________ exists when an interaction between two parties indicates cooperative actions undertaken for mutual benefit; that is, the customer becomes an active partner in creating the nature of the exchange.

A. Synthesis

B. Symbiosis

C. A continuum

D. A collaborative orientation

Question 5

Which of the following is NOT one of the fundamental shifts in the ways that business researchers and practitioners address business exchange

A. From a competition focus to a cooperation focus

B. From a discrete, company-based focus to a networked focus

C. From a relational exchange focus to a transactional focus

D. From a product focus to a person focus

Question 6

By integrating and analyzing stored data, through a process known as data __________, businesses can better match targeted offers to customer needs and expectations.

A. analysis

B. warehousing

C. management

D. mining

Question 7

Customer __________ management is the oversight of the set of interactions between a company and its customers, from initial contact through customer support.

A. lifetime value

B. relationship

C. life cycle

D. expectations

Question 8

__________ is exhibited as willingness to rely on an exchange partner, based on perceptions of the partner s reliability and integrity.

A. Trust

B. Commitment

C. Satisfaction

D. Relationship

Question 9

A(n) __________ is a software agent that can learn a customer s preferences, and then carry out search actions that match this knowledge with knowledge of other user s preferences.

A. search engine

B. recommender system

C. CRM system

D. smart card

Question 10

Which of the following is NOT an expectation of a payment system

A. Integrity

B. Confidentiality

C. Authority

D. Authentication

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