l: __ is a process of analyzing customer patterns and insights to make better marketing decisions.

Multiple Choice

Data warehousing Relationship marketing Data mining Customer experience transformation : Which of the following is true about customer reacquisition?

Multiple Choice

The longer customers stays away from the business, the less likely they are to return. Losing a customer is equivalent to simply losing a sale. Determining why the customer has stopped buying is the first step in customer reacquisition. Most often, a customer stops buying from a company when there is something inherently wrong with the brand. : Which of the following statements about social networks in Canada is true?

Multiple Choice

Social media focuses on selling as many products as possible, and companies have started to hard-sell their products to make a profit. Social media is used by marketers to help connect consumers with a brand. Social media uses only one network to communicate with their customers. Social media is managed well by marketers. l: The first step in the planning phase of the strategic marketing process is:

Multiple Choice

developing advertising appeals. situation analysis. establishing the budget. goal setting. l: A small number of customers account for a large percentage of a brand's sales and profits. This is referred to as ___.

Multiple Choice

Pareto's Rule Murphy's law Benford's Rule Ninety-ninety rule l: Which of the following is an interactive touch point?

Multiple Choice

newspaper advertisement e-mail call centre salesperson : ___ provide marketers with expertise on how best to communicate messages to their audiences.

Multiple Choice

Marketing associations Research companies Marketing communication agencies Competition bureaus : The variety of social media share common characteristics. Which of the following is a characteristic of social media?

Multiple Choice

they are very necessary for marketers to connect with their target markets run off cloud-based software they are popular to consumers you must pay for them Which of the following is true about loyalty programs?

Multiple Choice

Mostly, a large number of heavy users account for a large percentage of sales and profits. Customers who buy an above-average amount of a brand are termed heavy users. According to Pareto's Rule, 20 percent of a brand's sales come from 80 percent of its customers. All customers must be rewarded equally. [5:36 p.m., 2020-08-05] Bhaumeek patel: One of the temptations for a company using social media is to encourage consumers to say positive things about their brand on a social media platform. ___ can suffer as a result.

Multiple Choice

Feasibility Consistency Quality Credibility : Many social media platforms offer businesses analytics to help measure success. What is the advantage of third-party analytics programs?

Multiple Choice

They provide tools that can be used across multiple platforms They are sponsored by the major social media networks They are free to use They use limited data and simplify the process l: Nathan, who runs a grocery store, looks at each customer as an investment. Nathan is referring to each customer's ___.

Multiple Choice

customer lifetime value market share word-of-mouth activity According to the findings of a TD Canada Trust loyalty poll, 49 percent of customers ranked ___ as their number one priority.

Multiple Choice

customer service low interest rate on loans reward programs high interest rates on savings accounts

: Information about customers can be used to create marketing programs that

Multiple Choice

Predict customer behaviour Increase the cost of acquiring customers Lower the lifetime value of a customer Result in customer satisfaction l: ___ programs are those that are specifically designed for customer retention.

Multiple Choice

Fixity Loyalty Affability Directivity : Which of the following is true about customer retention?

Multiple Choice

Making a sale to a new customer is comparatively less expensive than making a sale to a current customer. The cost of acquiring a customer, which occurs only after establishing the relationship, leads to increased profitability. Increased focus on new customers will result in more profit and sales. Long-term customers normally tend to be less price-sensitive.

Which of the following is true about touch points?

Multiple Choice

A call centre is an example of a human touch point. Measuring customer loyalty starts with understanding and listing the total customer interactions that influenced the customers' satisfaction. Measuring the overall customer satisfaction is a better measure of customer loyalty than measuring the same at each touch point. They refer to the points along the price line at which the purchased product passes onto the customer's hands.

: Skycrapers are

Multiple Choice

Ads that pop up to cover the home page of a web site Ads placed in games to resemble actual billboards Tall, slim ads placed along the side of a web page Horizontal ads that stretch across the top or bottom of a web page : When the Four Seasons Hotels and resorts improves its long-term profitability by managing customer interactions, it is indulging in customer ___.

Multiple Choice

branding reward program experience management relationship management : Mobile marketing is:

Multiple Choice

the communication tool by which products reach consumers. a means of communication between people and products. a set of practices that enables organizations to communicate and engage with their audiences through any mobile device. the one specific way of which an organization concentrates its marketing efforts. : Mobile is used by consumers to ___.

Multiple Choice

fine value gossip have convenience gather information and to be entertained

Swifttrade.com, an online trading site, makes a special effort to ask customers when and how they would like to be contacted and stores this information in its database. This practice allows Swifttrade.com to channel its brand ___.

Multiple Choice

value communication image loyalty

Philip, who is a regular customer of Fairmont Banff Spring. He On arrival, he gets out of the cab, enters the hotel, goes to the guest desk, and talks to the guest executive about his room. These customer interactions are referred to as ___.

Multiple Choice

stimuli touch points response centres Philip, a regular customer of Fairmont Banff Spring, returns for an overnight stay at the hotel after a gap of three weeks. He feels unappreciated when he has to give his usual preferences all over again because the guest executive does not refer to the database. This most likely happened because of failing to view the concept of CRM as a(n) ___.

Multiple Choice

overall company strategy company research project holistic marketing strategy promotional strategy : When Philip returns for a second stay at The Banff Spring Hotel, the guest executive asks him for his preferences without bothering to refer to the database. Which of the following likely caused the executive to do so?

Multiple Choice

A CRM software needs to be updated every two weeks. It is culturally not right to follow the database. Asking a second time for individual preferences is an example of attitude change by management, which is an essential aspect of CRM. The executive had a low morale because of being unappreciated by his supervisors.

At the functional level:

Multiple Choice

managers set the direction for individual products and markets. work is mostly directed at the targeted customers. strategic direction becomes very specific and focused. the overall strategy for the organization is directed. : A ___ is any situation in which a customer comes into contact with a brand or company.

Multiple Choice

touch point stimulus tangible contact : Pay-per-click advertising is also referred to as ___.

Multiple Choice

search advertising banner advertising leader boarding advergaming [: Most auto manufacturers have well-developed websites that showcase their vehicles, options and promotions. These are best described as ___ websites.

Multiple Choice

Transactional Promotional Corporate Microsites

: The percentage of a customer's purchases that a company has in a specific product category is referred to as ___.

Multiple Choice

sales potential sales history return on investment share of wallet : Organizations that do not have profit as a goal are normally called

Multiple Choice

Government agencies Non-profit organizations Corporations Post-profit firms : Which of the following is true about long-term customer relationships?

Multiple Choice

Cost of customer acquisition occurs after the relationship has been established. Referrals are not usually initiated by long-term customers. On a longer basis, customers tend to become more price-sensitive. Long-term customers tend to be less inclined to switch.

l: The top activity in top ten activities on a smartphone is?

Multiple Choice

connecting to a social network messaging sending/receiving email or text listening to music : Charles, who had been waiting in a check-in line at Grasp Airways, tweeted his dissatisfaction when he realized that the line was not moving quickly. At the same time, airline employees were scanning the online traffic, and came across Charles's complaint. By the time Charles made it to the desk, his compliant was directly dealt with. Which of the following tools did Grasp Airways use to deal with Charles's issue?

Multiple Choice

interactive voice response service social media electronic literature voice mail

Which of the following is true about cultural changes that CRM entails?

Multiple Choice

The average business executive goes into CRM thinking it's about strategy. The degree to which customers feel appreciated will help a firm assess its state of cultural attitudes. The cultural attitudes of the organization must not change internally. The benefits of implementing CRM software are greater if the company adopts a CRM culture. : In 2016, there were over 30 Million __ owners in Canada.

Multiple Choice

laptops smartphones cell phones desktops : Regarding social media, which of the following is one of the "best practices" recommended to companies:

Multiple Choice

Separate social media strategy from the traditional media strategy Set defined and measurable social media objectives Base corporate policies and guidelines on implementation results Start with as many platforms as possible and trim as necessary