PART A: MULTIPLE CHOICE QUESTIONS $(8$ marks$)$

Which statement best describes proper strategic planning?

a$.$ Strategic planning should be for three years.

b$.$ Effective strategic planning creates plans that are unaffected by environmental changes.

c$.$ Strategic planning should not be an annual exercise but rather an ongoing process.

d$.$ Strategic planning allows a firm to replace careful analysis with creativity.

Marketing objectives should be consistent with organizational objectives, be measurable, and specify

the time frame during which they are to be achieved.

TRUE

FALSE

What is the purpose of customer relationship management?

a$.$ to help improve relationships and build loyalty

b$.$ to predict customer purchases

c$.$ to organize a firm's marketing department

d$.$ to assist marketers to sell their products

What does the value of customer data depend on$?$

a$.$ how the data is collected

b$.$ the high quality of the system

$($c$.)$ the consistency and accuracy of the data captured

d$.$ the information retrieval

In a restaurant, a consumer is greeted, shown to their table, and served. Which CRM term best

describes all these interactions?

a$.$ touch points

b$.$ focus areas

c$.$ information search periods

d$.$ observational data

Which statement best characterizes business marketing?

a$.$ It refers to the sale of goods and services for the purpose of personal consumption.

b$.$ It deals with products that are used to facilitate an organization's operations.

c$.$ It has long and indirect channels of distribution.

d$.$ It sets the price and other conditions of sale without chances for negotiations.

The Acer Corporation buys circuit boards from their suppliers that they then use to make computers.