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

6. Which of the following types of customer loyalty is incorrectly defined?

a.Behavioral loyalty looks at brand(s) purchased within the last six months

b.Affect loyalty looks at liking and preference toward brand(s) purchased.

c.Situation-specific loyalty relates to consumers forgoing purchase of their preferred

brand because of another brand's sales promotion or availability.

d.Latent loyalty exists when consumers feel very positively toward a brand but for a

variety of reasons do not buy it.

e.All of the above types of customer loyalty are correctly defined.

7. According to the Membership Rewards from American Express case, which of the following was not an external issue for Amex?

a.A number of banks had launched new products in the premium credit card space.

b.Declining customer spend and changing consumer behavior

c.Target audience consisting of higher-income consumers

d.About 70% of Americans have a credit card, with an average of 2.6 cards per consumer.

e.Bloggers and some research analysts were driving customer preference for credit cards

and programs.

8. Which of the following was not among the interactivity dimension of communication modes studied by Murphy & Sashi (2018)?

a.rationality

b.social interaction

c.reciprocal feedback

d. buyer and supplier contacts

e.digital communication

9. Within an organization, there is a culture that values social media and its ability to enhance relationships with consumers/clients. This culture would be a reflection of

a.social media orientation

b.social CRM

c.partnership management

d.social media influencer marketing

e. social orientation

10. Which of the following is NOT a factor that could lead to customer migration among customers of a service provider?

a.customer satisfaction with the service provider

b.customer dissatisfaction with the service provider

c.changes in customers' needs and preferences

d.effective upselling

e.All of the above are factors that could lead to customer migration.

11. The sum of all the margins of all a company's products purchased over time by a customer less the cost of reaching that customer is referred to as _____.

a.customer retention index

b.company value

c.customer loyalty index

d.customer lifetime value

e.customer profit contribution

12. Which of the following is not among the negative views about the development and implementation of CRM practices by companies that critics of these practices could express?

a.Possible invasion of privacy

b.Discrimination against some groups of consumers

c.Consumers may not get services because they are not viewed as profitable

d.Difficulties in deciding on exactly what CRM is and finding the right strategy

e.All of the above are examples of negatives views that could be expressed about CRM

practices.

13. Among the features of social media that make them good tools for shaping customers relations are all the following EXCEPT

a.dynamic community of users

b.constant availability of information

c.interactivity

d.two-way flow of information

e.All of the above are reasons that make social media good tools for shaping customers relations.

14. When it comes to customer loyalty, Jane has very positive attitudes towards Mercedes Benz, but she foregoes purchasing this car because she cannot afford it. This would be a reflection of _____.

a.Promotion-specific loyalty

b.Behavioral loyalty

c.Affect loyalty

d.Situation-specific loyalty

e.Latent loyalty

15. Brashear-Alejandro et al. (2016) conducted a study of loyalty programs and customer-company identification (CCID) formation in which they found that:

a.Customer feelings of status has no significant effects on CCID.

b.Customer feelings of belongingness positively affects CCID.

c.Customer feelings of status and belonging together moderated the effects of non-

financial benefits on CCID.

d.Personal recognition, preferential treatment, and exploration experience do not affect

customer feelings of status.

e.In loyalty programs, personal recognition interacted with preferential treatment to

influence consumer enrolment in loyalty programs.

16. In their review of the state of relationship marketing, Payne & Frow (2017) put forward all the following except:

a.Relationship marketing has 'grown up.'

b.There is a particular approach in studying relationship marketing.

c.Relationship marketing remains a key area in the field of marketing, given the level of

research and interest in it.

d.Relationship marketing is an overarching discipline or approach that links to CRM and

customer management.

e.Payne & Frow (2017) put forward all the above about the state of relationship marketing.

17. According to the AccorHotels case, which of the following statements is FALSE?

a.AccorHotels' portfolio consists primarily of luxury or upscale brands and economy

brands.

b.AccorHotels has suffered from a turnover in leadership in recent years.

c.AccorHotels operates in an industry that is being impacted by digital disruptions.

d.Among the members of the hospitality industry ecosystem are competitors such as

Marriott and Hilton Hotels, as well as alternative lodging companies such as Airbnb

and Homestay.

e.AccorHotels was considering an omnichannel approach to customer experience.

18. Which of the following is not among the dimensions of customer engagement in loyalty programs, based on research conducted by Bruneau et al. (2018)?

a.Proactively using card

b.Enrolling in programs

c.Redeeming points

d.Sharing information

e.Being receptive to information

19. Which of the following would not be among tactical reasons for a company to use social media?

a.To reach segments of consumers such as influencers, opinion leaders, and high clout

scorers

b.Crowdfunding or crowdsourcing

c.To introduce new products

d.To target customers in competitors' stores

e.To conduct marketing research

20. Which of the following is not among the research priorities for relationship marketing proposed by Payne and Frow (2017), based on their review of the state of relationship marketing?

a.Transition from dyads to stakeholders to ecosystems

b.Relational opportunities that arise in the transition from value-in-exchange to value-in-

use

c.Contribution of relationship marketing to the discipline of marketing

d.Investigation of the endemic dark side behaviors based on inappropriate use of

relationship marketing and CRM

e.Payne and Frow cited all of the above as research priorities.

21. When it comes to customer loyalty, if John foregoes purchasing his preferred brand of cereal because another brand of cereal is having a sales promotion that week, this would be a reflection of _____.

a.Promotion-specific loyalty

b.Behavioral loyalty

c.Affect loyalty

d.Latent loyalty

e.Situation-specific loyalty

22. According to Baran and Galka, among the trends in current technologies that have an impact on CRM are all the following except _____.

a.crowdsensing

b.customer contact channel management

c.salesforce automation

d.marketing application life cycles

e. customer engagement technologies

23. Among the emerging technologies that aid CRM are new applications that facilitate improved interactions between organizations and their customers. These kinds of applications are linked to _____.

a.artificial intelligence

b.neurometric technologies

c.knowledge management

d.cloud computing

e.field service management

24. ____ is a philosophy and a business strategy, supported by a system and a technology,

designed to engage the customer in a collaborative interaction that provides mutually beneficial

value in a trusted and transparent business environment.

a. Social CRM

b.The resource-based view of CRM

c.Equity theory of CRM

d.Customer relationship orientation

e.Customer engagement

25. Based on the Johnson and Friend (2015) study on links between cross-selling, up-selling, performance, and job satisfaction, which of the following statements is FALSE?

a.Up-selling is the increase of revenue by upgrading the customer into a more expensive version of the purchased item.

b.Customer orientation relates to the degree to which salespeople practice the marketing concept.

c. Job satisfaction refers to a salesperson's positive or negative feelings about his or her job based on needs and expectancies.

d.Cross-selling is an ability that relies on the salesperson's knowledge and skills required to understand selling situations, customer types, and selling strategies.

e. Cross-selling and upselling involve increases in sales among existing customers.