1. ___ is a methodology used to optimize relationships with a companys value delivery network members as part of the overall CRM strategy.

a. Network Relationship Marketing (NRM)

b. Social CRM

c. Multichannel Relationship Management (MRM)

d. Partner Relationship Management (PRM)

e. Business-to-Business Optimization Strategy

2. Based on the Lussier and Hall (2018) study on cooperation in B2B relationships, which of the following statements is FALSE?

a. The researchers carried out a study of dyads that included salespersons and their

customers.

b. In B-2-B relationships, salespeople's customer orientation is positively related to

perceived cooperation.

c. The researchers anchored the study in social exchange theory, which focuses on the

concept of reciprocity.

d. Perceived cooperation in B-2-B relationships increases when a salesperson possesses

high levels of self-efficacy.

e. In B-2-B relationships, the longer a relationship duration, the higher the level of

perceived cooperation.

3. Murphy and Sashi (2018) examined how traditional and new communication media impacted satisfaction in business-to-business (B2B) relationships. Which of the following is not among the specific direct relationships they examined?

a. Formal communication mode and relationship satisfaction

b. Social interaction and relationship satisfaction

c. Reciprocal feedback and relationship satisfaction

d. Communication mode and social interaction

e. Communication mode and reciprocal feedback

4. The CRM strategy cycle is a cycle that relates to the ______ of customers by companies.

a. Preferential treatment

b. Acquisition, retention, and win-back

c. Eventual loss

d. Needs assessment

e. Online management

5. The ______ model of customer satisfaction argues that if service quality is above what the consumers anticipated, they are satisfied. If service is below what they anticipated, they are dissatisfied

a. Customer anticipated service

b. Company-focused

c. Social interaction

d. Brand loyalty

e. Expectancy confirmation/disconfirmation