MKT610 Customer Relationship Management MCQs
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1. A brand relationship strategy is used for which of the following purpose?
Select correct option:
a) Brings brands and customers together
b) Pulls a firm's diverse product lines into a “family of brands”
c) Identifies building market share as its objective
d) Focuses on profits
2. Critical path analysis should be done to avoid which of the following threats?
Select correct option:
a) Under-Estimation of Time Requirements
b) Failure to Coordinate
c) Over-Estimation of Resource Competence
d) Failure to Follow the Plan
3. Banks offer higher interest rates for deposits that will be kept in an account for a longer duration. This is an example of _________ incentives.
Select correct option:
a) Social bonding
b) Structural
c) Financial
d) Internal
4. When describing product and services along the tangible-intangible continuum for goods and services, which of the following is considered a dominant tangible?
Select correct option:
a) Fast food outlets
b) A haircut
c) Washing powder
d) A visit to the doctor
5. Which one of the following is the MOST important communication skill?
Select correct option:
a) Empathic listening
b) Active listening
c) Inactive listening
d) Objective listening
6. Which of the following is NOT a dimension of service quality?
Select correct option:
a) Empathy
b) Assurance
c) Reliability
d) Competence
7. Which of the following problems can deter a firm from effectively using CRM?
Select correct option:
a) The expense of building and maintaining a customer database
b) Having the resources to manage and train employees effectively
c) Not all customers want a relationship with the company
d) All of the given options
8. Strategic drift, where strategies progressively fail to address the strategic position of the organization, is frequently followed by:
Select correct option:
a) A change of CEO
b) Transformational change
c) Transformational change or demise
d) Transactional change
9. A dentist that finds she is running late may have the receptionist call people with appointments to tell them that they should arrive 15 minutes later than their scheduled appointment. Which quality dimension is being addressed here?
Select correct option:
a) Reliability
b) Responsiveness
c) Assurance
d) Tangibles
10. Today, in a marketing context, the term customer ________ is used to describe customers who drop off a company’s radar screen and transfer their brand loyalty to another supplier.
Select correct option:
a) Demand
b) Supply
c) Defection
d) Loyalty