

It is a strategic planning and management system that is used extensively in business and industry,
government, and non-profit organizations worldwide to align business activities to the vision and
strategy of the organization, improve internal and external communications, and monitor organization
performance against strategic goals. The concept is known as:
Selected Answer: 1. 
Balanced Scorecard
Answers: 1. 
Balanced Scorecard
2. 
Lifetime Customer Value
3. 
TQM
4. 
Value Equity
 Question 2
4 out of 4 points
Which of the following is true option for churn rate.
Churn rate: a. Churn rate is also known as turn over rate. b. It is determined by the number of
customers who end/discontinue their relation with an organisation. c. It is mostly used for
telecommunication services that provide wireless communication or long distance
communication facilities. d. It collects and manages queries/requests from the customers to
facilitate organisation with customer management.
Selected Answer: 3. 
a, b and c are correct
Answers: 1. 
All are correct
2. 
a and b are correct
3. 
a, b and c are correct
4. 
a and d are correct
 Question 3
4 out of 4 points
Select the most appropriate option.
Marie Ortiz enjoys her work at excel publication. Her organization understands and
anticipates customer needs even better than customers themselves do and creates products
and services to meet current and future wants and demands. Marie’s firm practices -------
marketing. a. customer-driven b. customer-driving c. relationship d. donor e. none of the
above
Selected Answer: 2. 
b is correct
Answers: 1. 
a is correct
2. 
b is correct
3. 
c is correct
4. 
d is correct
 5. 
e is correct
 Question 4
4 out of 4 points
Select the most appropriate option.
An office equipment salesperson selling all the furniture and office supplies needed by a
small medical practice during a 20-year period, resulting in over $250,000 in sales is an
example of: a. Marketing b. Sales c. Production d. Customer lifetime value e. Growth
Selected Answer: 4. 
d is correct
Answers: 1. 
a is correct
2. 
b is correct
3. 
c is correct
4. 
d is correct
5. 
e is correct
 Question 5
4 out of 4 points
Select the most appropriate option.
A Tax company charging a customer a penalty for a late payment while failing to note that the
customer was a major tax depositor could use a database to -------. a. retain the customer b.
decide which customers should receive a particular offer c. deepen customer loyalty d.
reactivate customer purchases e. avoid serious customer mistakes
Selected Answer: 5. 
e Is correct
Answers: 1. 
a is correct
2. 
b is correct
3. 
c is correct
4. 
d is correct
5. 
e Is correct
 Question 6
2 out of 2 points
Pick the best fit.
Some CRM companies have Web-enabled their existing application and called: a. Internet
ready b. Internet security protocols c. Internet CRM applications d. Application Servers
Selected Answer: 1. 
a is correct
Answers: 1. 
a is correct
2. 
b is correct
 3. 
c is correct
4. 
d is correct
 Question 7
2 out of 2 points
Read the sentence carefully.
Relationship marketing has been defined more popularly with a focus on individual or one-to-
one relationship with customers integrating data-base knowledge with long-term customer
retention and growth strategy. Customer retention means -------
Selected Answer: 3. 
Preserve the customer
Answers: 1. 
Firing the customer
2. 
Hiring the customer
3. 
Preserve the customer
4. 
Poaching the customer
 Question 8
2 out of 2 points
Select the most appropriate option.
Service industries can be classified by the type of user and thus the end-users are a.
Individual Consumer b. Business-to-business c. Industrial d. All of the Above
Selected Answer: 4. 
d is correct
Answers: 1. 
a is correct
2. 
b is correct
3. 
c is correct
4. 
d is correct
 Question 9
2 out of 2 points
Choose the most appropriate option.
------- is the ability of a potential customer to recognize or recall a brand as a member of a
product category. a. Brand Loyalty b. Brand Awareness c. Brand Associations d. Perceived
Quality
Selected Answer: 2. 
Brand Awareness
Answers: 1. 
Brand Loyalty
2. 
Brand Awareness
3. 
Brand Associations
4. 
 Perceived Quality
 Question 10
2 out of 2 points
Choose the most appropriate option.
------- is the customer’s perception of the overall quality of a product or service with respect to
its intended purpose and considering alternatives. a. Brand Loyalty b. Brand Awareness c.
Brand Associations d. Perceived Quality
Selected Answer: 4. 
Perceived Quality
Answers: 1. 
Brand Loyalty
2. 
Brand Awareness
3. 
Brand Associations
4. 
Perceived Quality
 Question 11
2 out of 2 points
Select the most appropriate option.
Customers who always use your product over competitor’s product refers to which one of the
following customers? a. Loyal customer b. Regular customer c. Regular customer & loyal
customer d. New customer
Selected Answer: 1. 
a is correct
Answers: 1. 
a is correct
2. 
b is correct
3. 
c is correct
4. 
d is correct
 Question 12
2 out of 2 points
Choose the most appropriate option.
------- is the customer’s objective assessment of the utility of the brand, with quality,
convenience and price satisfaction as key components. a. Value Equity b. Brand Equity c.
Retention Equity d. Customer Equity
Selected Answer: 1. 
Value Equity
Answers: 1. 
Value Equity
2. 
Brand Equity
3. 
Retention Equity
4. 
Customer Equity
 Question 13
 2 out of 2 points
Select the most appropriate option.
An FMCG (Fast Food Consumer Goods) marketer is planning to launch an existing brand
name into a new product category. Which brand development strategy is being
implemented? a. Line extension b. Multibrand c. Brand extension d. Rebranding
Selected Answer: 3. 
c is correct
Answers: 1. 
a is correct
2. 
b is correct
3. 
c is correct
4. 
d is correct
 Question 14
2 out of 2 points
Pick the best fit.
An appropriate strategy to achieve timely, accurate, paperless information flow is -------. a.
Efficient replacement b.Revision of organization processes supported by information systems
c. Efficient store assortments d. Integrate this activity is integrated into all supply chain
planning
Selected Answer: 2. 
b is correct
Answers: 1. 
a is correct
2. 
b is correct
3. 
c is correct
4. 
d is correct
 Question 15
2 out of 2 points
Select the most appropriate option.
In addition to attracting new customers and creating transactions, the goal of marketing is to
------- customers and grow their business a. entertain b. educate c. encourage d. retain e.
recognize
Selected Answer: 4. 
d is correct
Answers: 1. 
a is correct
2. 
b is correct
3. 
c is correct
4. 
d is correct
5. 
e Is correct
 Question 16
 2 out of 2 points
Select the most appropriate option.
Which of the following statements are true about BPR? a. It has to be driven by a strategic
plan b. It seeks major advances in organisational performance c. It challenges existing
frameworks and questions attitudes and behaviours d. All of the above
Selected Answer: 4. 
d is correct
Answers: 1. 
a is correct
2. 
b is correct
3. 
c is correct
4. 
d is correct
 Question 17
0 out of 2 points
Select the most appropriate option.
Which one of the following statements is TRUE about the retention of customers? a.
Retaining customers is one 4th the cost of acquiring new customers b. Retaining customer
cost is the same as the cost of acquiring new customers c. Retaining customers is one fifth
the cost of acquiring new customers d. Retaining customers is one tenth the cost of acquiring
new customers
Selected Answer: 2. 
b is correct
Answers: 1. 
a is correct
2. 
b is correct
3. 
c is correct
4. 
d is correct
 Question 18
0 out of 2 points
Select the most appropriate option.
E-bay is a good example to define -------. a. B2B b. B2C c. C2C d. G2C
Selected Answer: 3. 
c is correct
Answers: 1. 
a is correct
2. 
b is correct
3. 
c is correct
4. 
d is correct
 Question 19
2 out of 2 points
 Choose the most appropriate option.
Frequency marketing is an acknowledgment of the fact that 20 percent of a company’s
customers might account for ------- percent of its business. a. 50 b. 70 c. 40 d. 80 e. 90
Selected Answer: 4. 
d is correct
Answers: 1. 
a is correct
2. 
b is correct
3. 
c is correct
4. 
d is correct
5. 
e is correct
 Question 20
3 out of 3 points
Select the best option.
The premise of ------- models is that the power of a brand lies in what customers have seen,
read, learned, thought, and felt about the brand over time. a. Product-based brand equity b.
Service-based brand equity c. Functional-based brand equity d. Mission-driven brand equity
e. Customer-based brand equity
Selected Answer: 5. 
e Is correct
Answers: 1. 
a is correct
2. 
b is correct
3. 
c is correct
4. 
d is correct
5. 
e Is correct
 Question 21
3 out of 3 points
Select the most appropriate option.
Every time Hannah buys a sandwich at a particular restaurant, she gets a stamp on a card.
Once she has 10 stamps, she'll get a free sandwich. This is an example of a(an) -------. a.
Retention program b. Acquisition program c. Customer loyalty program d. Tie-in program e.
Overlay program
Selected Answer: 3. 
c is correct
Answers: 1. 
a is correct
2. 
b is correct
3. 
c is correct
4. 
 d is correct
5. 
e is correct
 Question 22
0 out of 3 points
Pick the best fit.
The market consists of all the organization that acquire goods and services used in the
production of other products or services that are sold, rented, or supplied to other is called
-------. a. Consumer market b. Business market c. Relationship market d. Global market
Selected Answer: 1. 
a is correct
Answers: 1. 
a is correct
2. 
b is correct
3. 
c is correct
4. 
d is correct
 Question 23
3 out of 3 points
Pick the best fit.
A customer touch point in the airline industry would include an item such as -------. a.
Reservations b. Mechanics ability to service the airplanes c. Ease of access to the airport d.
The value of air travel versus surface transportation e. Competency of a travel agent
Selected Answer: 1. 
a is correct
Answers: 1. 
a is correct
2. 
b is correct
3. 
c is correct
4. 
d is correct
5. 
e is correct
 Question 24
1 out of 1 points
Pick the best fit.
What should the salesperson and the sales manager accomplish during an evaluation? a.
Provide constructive feedback b. Provide motivation to perform well c. Develop and
communicate clear standards d. All of the above e. None of the above
Selected Answer: 4. 
d is correct
Answers: 1. 
a is correct
2. 
b is correct
3. 
 c is correct
4. 
d is correct
5. 
e is correct
 Question 25
1 out of 1 points
Pick the best fit.
Front Office CRM Systems covering real-time aspects of sales related activity is referred to
as: a. Automated Marketing b. CRM Customer Communications c. CRM Customer Services
d. Sales Force Automation
Selected Answer: 4. 
d is correct
Answers: 1. 
a is correct
2. 
b is correct
3. 
c is correct
4. 
d is correct
 Question 26
1 out of 1 points
Pick the best fit.
Application servers drive the pure Internet CRM applications.
Selected Answer: 1. 
true
Answers: 1. 
true
2. 
false
 Question 27
1 out of 1 points
Select the most appropriate option.
Respondents rate these three stages as most important to success among the ------- project
stages.
Selected Answer: 3. 
8
Answers: 1. 
5
2. 
6
3. 
8
4. 
7
 Question 28
1 out of 1 points
Select the most appropriate option.
Customer Focus is about adding ------- at all levels of your organization.
 Selected Answer: 1. 
Value
Answers: 1. 
Value
2. 
Quality
3. 
Relationship
4. 
sustainability
 Question 29
1 out of 1 points
The below question may have more than 1 correct answer.
Benefits of CRM to Organizations includes: a. Increased Revenue b. Increased Costs c.
Long-term Benefits d. Saves Time
Selected Answer: 1. 
a, c & d is correct
Answers: 1. 
a, c & d is correct
2. 
a, b & d is correct
3. 
c, b & d is correct
4. 
All are correct
 Question 30
1 out of 1 points
Select the most appropriate option.
Service Deficiency is known as: a. Product defects b. Inefficient service standards c.
Incorrect service provision d. Identified in-sufficiency of service
Selected Answer: 4. 
d is correct
Answers: 1. 
a is correct
2. 
b is correct
3. 
c is correct
4. 
d is correct
 Question 31
0 out of 1 points
Choose the most appropriate option.
A Consumer Database or CRM (Customer Relationship Marketing) System is ------- a.
Electronic database of sales transactions. b. Electronic storage of customer information. c.
Electronic storage system of stock in the database. d. Electronic system for tracking
consumer marketing relationships.
Selected Answer: 3. 
c is correct
Answers: 1. 
 a is correct
2. 
b is correct
3. 
c is correct
4. 
d is correct
 Question 32
1 out of 1 points
Choose the most appropriate option.
Delivering what customers want with hassle-free service and superior value is called -------. a.
Service excellence b. Operational excellence c. Continuous excellence d. Improve goodwill
Selected Answer: 1. 
a is correct
Answers: 1. 
a is correct
2. 
b is correct
3. 
c is correct
4. 
d is correct
 Question 33
1 out of 1 points
Select the most appropriate option.
State whether the following statement is true of false. Total Quality Management (TQM) is a
management strategy aimed at embedding awareness of quality in all organizational
processes.
Selected Answer: 1. 
true
Answers: 1. 
true
2. 
false
 Question 34
1 out of 1 points
Pick the best fit.
Activities like report writing, travel time, internal meetings, training, and seminars are the
examples of:
Selected Answer: 1. 
Non-selling time
Answers: 1. 
Non-selling time
2. 
selling time
3. 
Speedy and hassle free time
4. 
either a or b is correct
 5. 
Both a & b is correct
 Question 35
1 out of 1 points
Select the most appropriate option.
Supporting customers through the process of selecting, purchasing, and maintaining a
product or service is known as: a. Customer loyalty b. Customer satisfaction c. Customer
retention d. Customer services
Selected Answer: 4. 
d is correct
Answers: 1. 
a is correct
2. 
b is correct
3. 
c is correct
4. 
d is correct
 Question 36
0 out of 1 points
Pick the best fit.
Customers who are signed up for an online service who use it within a define time period,
e.g. at least once a month are described as: a. Dormant b.Active c. Inactive d. None of the
above
Selected Answer: 1. 
a is correct
Answers: 1. 
a is correct
2. 
b is correct
3. 
c is correct
4. 
d is correct
 Question 37
1 out of 1 points
Select the most appropriate option.
The loyalty marketing focuses on establishing long term relationship between: a. Company
and retailer b. Retailer and customer c. Retailer and consumer d. Company and customer
Selected Answer: 4. 
d is correct
Answers: 1. 
a is correct
2. 
b is correct
3. 
c is correct
4. 
d is correct
 Question 38
 0 out of 1 points
Choose the correct answer.
State whether the following statement is true or false. Customers are not included as part of
supply chains.
Selected Answer: 1. 
true
Answers: 1. 
true
2. 
false
 Question 39
1 out of 1 points
Select the most appropriate option.
------- based marketing which emphasized offering better value to customers money by
constantly improving the quality of products and services offered to customers.
Selected Answer: 2. 
Value
Answers: 1. 
Product
2. 
Value
3. 
Customer
4. 
Marketing
 Question 40
0 out of 1 points
Select the most appropriate option.
The organisation should constantly improve its status in terms of profit & Revenue credibility
& Communication Quality and Trust market Share and Goodwill
Selected Answer: 5. 
All are correct
Answers: 1. 
a is correct
2. 
b is correct
3. 
c is correct
4. 
d is correct
5. 
All are correct
 Question 41
1 out of 1 points
Select the most appropriate option. (This question will have more than 1 correct answer)
The attributes of a CRM measurement framework are: field breadth, ------- and field
tractability.
Selected Answers: 1. 
Field Depth
2. 
Field Breadth
 5. 
Field Tractability
Answers: 1. 
Field Depth
2. 
Field Breadth
3. 
Field Horizontally
4. 
Field Vertically
5. 
Field Tractability
 Question 42
1 out of 1 points
Select the most appropriate option.
The stake of HR in CRM and related technologies and systems cannot be understated.
Selected Answer: 1. 
true
Answers: 1. 
true
2. 
false
 Question 43
1 out of 1 points
Select the most appropriate option.
The heart of modern strategic marketing can be described as STP marketing namely a.
Segmenting, Targeting, and Positioning b. satisfaction, Touch Points, and Positioning c.
Segmenting, Touch points, and Positioning d. satisfaction, Touch points, and Production
Selected Answer: 1. 
a is correct
Answers: 1. 
a is correct
2. 
b is correct
3. 
c is correct
4. 
d is correct
 Question 44
1 out of 1 points
Select the most appropriate option.
Receiving a required inventory item at the exact time needed. a. TQM b. JIT c. BPR d. PERT
Selected Answer: 2. 
b is correct
Answers: 1. 
a is correct
2. 
b is correct
3. 
c is correct
4. 
 d is correct
 Question 45
1 out of 1 points
Pick the best fit.
It conveys to the customer an element of inconsistency and non-standardisation in the
service offer and service delivery. This concept is based on:
Selected Answer: 3. 
Variability
Answers: 1. 
Intangibility
2. 
Perishability
3. 
Variability
4. 
Heterogeneity
 Question 46
1 out of 1 points
Select the most appropriate option.
A complaint offers a superb opportunity to transform an unhappy customer into a loyal
customer.
Selected Answer: 1. 
true
Answers: 1. 
true
2. 
false
 Question 47
1 out of 1 points
Select the "Not True" option.
Which of the following is NOT TRUE regarding CRM systems? a. It is actually a set of
multiple applications b. It can help to understand customer better c. It helps to collect
demographic data
Selected Answer: 1. 
a is correct
Answers: 1. 
a is correct
2. 
b is correct
3. 
c is correct
4. 
All are correct
 Question 48
1 out of 1 points
Select the most appropriate option.
State whether the following statement is true of false. Mass marketing creates the largest
potential market, which leads to lowered costs.
Selected Answer: 1. 
true
 Answers: 1. 
true
2. 
false
 Question 49
1 out of 1 points
Select the most appropriate option.
Selecting the right employees, motivating them correctly, and rewarding them handsomely for
their hard work becomes extremely important in the early hard work of a company’s life cycle.
Selected Answer: 1. 
true
Answers: 1. 
true
2. 
false
 Question 50
1 out of 1 points
Select the most appropriate option.
State whether the following statement is true or false. Rational buying is a more systematic
buying influenced by reason and logic.
Selected Answer: 1. 
true
Answers: 1. 
true
2. 
false
 Question 51
1 out of 1 points
Select the most appropriate option.
Services have special characteristics namely ------- which affect their Marketing process
Selected Answer: 5. 
All the above
Answers: 1. 
Intangibility
2. 
Inseparability
3. 
Heterogeneity
4. 
Perishability
5. 
All the above
 Question 52
1 out of 1 points
Choose the most appropriate option.
Which of the following is not a CRM industry best practice? a. Provide better customer
service b. Define information needs and flows c. Build an integrated view of the customer d.
None of the above
Selected Answer: 1. 
a is correct
 Answers: 1. 
a is correct
2. 
b is correct
3. 
c is correct
4. 
d is correct
 Question 53
1 out of 1 points
Choose the most appropriate option.
The implementing CRM approach may include: a. Training of Employees b. A Modification of
Business Processes based on customers' needs c. An adoption of Relevant IT Systems d. All
of above given options
Selected Answer: 4. 
d is correct
Answers: 1. 
a is correct
2. 
b is correct
3. 
c is correct
4. 
d is correct
 Question 54
1 out of 1 points
Select the most appropriate option.
While satisfaction leads to retention, dissatisfaction leads to the stage of: a. Attrition b.
Defection c. Reacquisition d. Either a or b
Selected Answer: 1. 
a is correct
Answers: 1. 
a is correct
2. 
b is correct
3. 
c is correct
4. 
d is correct
 Question 55
0 out of 1 points
Select the most appropriate option.
Mass marketing epitomized by
Selected Answer: 2. 
Henery Fayol
Answers: 1. 
Henry Ford
2. 
Henery Fayol
3. 
 Davenport & Short
4. 
Strassman
 Question 56
0 out of 1 points
Select the most appropriate option.
In CRM technology terms, the B2C customer is typically called a ‘contact’ while the B2B
customer an ‘account’.
Selected Answer: 1. 
true
Answers: 1. 
true
2. 
false
 Question 57
1 out of 1 points
Select the most appropriate option.
promotional tools does not includes a. Referrals b. Client Relations c. Participation in
Organizations d. Direct Mail e. Customer Complaints
Selected Answer: 5. 
e is correct
Answers: 1. 
a is correct
2. 
b is correct
3. 
c is correct
4. 
d is correct
5. 
e is correct
 Question 58
0 out of 1 points
Choose the most appropriate option.
CRM is about ------- to better understand and serve customer. a. Managing revenue b.
Managing profit c. Managing customer d. Managing system
Selected Answer: 1. 
a is correct
Answers: 1. 
a is correct
2. 
b is correct
3. 
c is correct
4. 
d is correct
 Question 59
1 out of 1 points
Choose the most appropriate option.
SFA is responsible for ------- all sales related processes.
 Selected Answer: 2. 
Automating
Answers: 1. 
Conducting
2. 
Automating
3. 
Contributing
4. 
Controlling
 Question 60
1 out of 1 points
Pick the best fit.
Intangibility can be overcome by a. Visualization b. Association c. Physical Representation d.
Documentation, Facts and Figures e. All of the Above
Selected Answer: 5. 
e is correct
Answers: 1. 
a is correct
2. 
b is correct
3. 
c is correct
4. 
d is correct
5. 
e is correct
 Question 61
1 out of 1 points
Pick the best fit.
Salespeople and sales managers now realize that perhaps the fastest-growing sales force
technology tool is -------. a. The cell phone b. The laptop computer c. e-mail d. The Internet e.
The U.S. mail
Selected Answer: 4. 
d is correct
Answers: 1. 
a is correct
2. 
b is correct
3. 
c is correct
4. 
d is correct
5. 
e is correct
 Question 62
1 out of 1 points
The below question may have more than 1 correct answer.
Companies would begin giving their customers gifts in the different forms. The various forms
are: a. Discounts b. Perks c. Money d. Life Long Discounts
 Selected Answer: 1. 
a, b & c is correct
Answers: 1. 
a, b & c is correct
2. 
b, c & d is correct
3. 
a, c & d is correct
4. 
All are correct
 Question 63
1 out of 1 points
Select the most appropriate option.
The developments in business -to-business marketing and services marketing emphasized
the need for developing short-term relationship with customers.
Selected Answer: 2. 
false
Answers: 1. 
true
2. 
false


Call Plan model and PAIRS model is given by:
Selected Answer: 2. 
Lodish and Parasuraman and Day
Answers: 1. 
Michael Schrage’s and Parasuraman and Day
2. 
Lodish and Parasuraman and Day
3. 
Lodish and Michael Schrage’s
4. 
David Mills and Parasuraman and Day
 Question 2
1 out of 1 points
 Select the most appropriate option.
Selling a service is more easy than selling a tangible product
Selected Answer: 2. 
false
Answers: 1. 
true
2. 
false
 Question 3
1 out of 1 points
Select the most appropriate option.
A ------- is an organized collection of comprehensive information about individual
customers or prospects. a. Business database b. Customer mailing list c. Customer
database d. Marketing database
Selected Answer: 3. 
c is correct
Answers: 1. 
a is correct
2. 
b is correct
3. 
c is correct
4. 
d is correct
 Question 4
1 out of 1 points
Select the most appropriate option.
Customer Focus is about adding ------- at all levels of your organization.
Selected Answer: 1. 
Value
Answers: 1. 
Value
2. 
Quality
3. 
Relationship
4. 
sustainability
 Question 5
1 out of 1 points
Select the most appropriate option.
The heart of modern strategic marketing can be described as STP marketing namely a.
Segmenting, Targeting, and Positioning b. satisfaction, Touch Points, and Positioning c.
Segmenting, Touch points, and Positioning d. satisfaction, Touch points, and Production
 Selected Answer: 1. 
a is correct
Answers: 1. 
a is correct
2. 
b is correct
3. 
c is correct
4. 
d is correct
 Question 6
1 out of 1 points
Select the most appropriate option.
Respondents rate these three stages as most important to success among the -------
project stages.
Selected Answer: 3. 
8
Answers: 1. 
5
2. 
6
3. 
8
4. 
7
 Question 7
1 out of 1 points
Select the most appropriate option.
Supporting customers through the process of selecting, purchasing, and maintaining a
product or service is known as: a. Customer loyalty b. Customer satisfaction c. Customer
retention d. Customer services
Selected Answer: 4. 
d is correct
Answers: 1. 
a is correct
2. 
b is correct
3. 
c is correct
4. 
d is correct
 Question 8
1 out of 1 points
 Select the most appropriate option.
Six Sigma is the newest quality management program which helps companies increase
both customer ------- and financial benefits.
Selected Answer: 1. 
Satisfaction
Answers: 1. 
Satisfaction
2. 
Retention
3. 
Acquisition
4. 
Loyalty
 Question 9
1 out of 1 points
Select the most appropriate option.
State whether the following statement is true of false. Mass marketing creates the
largest potential market, which leads to lowered costs.
Selected Answer: 1. 
true
Answers: 1. 
true
2. 
false
 Question 10
1 out of 1 points
Pick the best fit.
The disadvantages of sales force management systems are: a. Difficult to work with –
need for training b. Require additional work inputting data c. Dehumanize a process that
should be personal d. Require continuous maintenance, information updating, and
system upgrading e. All of the above
Selected Answer: 5. 
e is correct
Answers: 1. 
a is correct
2. 
b is correct
3. 
c is correct
4. 
d is correct
5. 
e is correct
 Question 11
1 out of 1 points
 Select the most appropriate option.
Mass distribution and mass promotion of marketing known as a. Mass customisation b.
Mass production c. Mass marketing d. None of the above
Selected Answer: 3. 
c is correct
Answers: 1. 
a is correct
2. 
b is correct
3. 
c is correct
4. 
d is correct
 Question 12
1 out of 1 points
Select the most appropriate option.
State whether the following statements is true or false. By measuring a company's
customer service effectiveness, weaknesses can be identified so corrections can be
implemented.
Selected Answer: 1. 
true
Answers: 1. 
true
2. 
false
 Question 13
1 out of 1 points
Pick the best fit.
An e-CRM solution must possess certain key characteristics. These are: a. Data
warehouse driven b. Measurement driven c. Either a or b d. Both a and b
Selected Answer: 4. 
d is correct
Answers: 1. 
a is correct
2. 
b is correct
3. 
c is correct
4. 
d is correct
 Question 14
1 out of 1 points
Select the most appropriate option.
Brand assets include: a. Name of the brand b. Reputation, relevance, and loyalty c. Less
quality complaints d. All of the given option
 Selected Answer: 2. 
b is correct
Answers: 1. 
a is correct
2. 
b is correct
3. 
c is correct
4. 
d is correct
 Question 15
0 out of 1 points
Select the most appropriate option.
Supporting customers through the process of selecting, purchasing, and maintaining a
product or service is known as: a. Customer loyalty b. Customer satisfaction c. Customer
retention d. Customer services
Selected Answer: 4. 
d is correct
Answers: 1. 
a is correct
2. 
b is correct
3. 
c is correct
4. 
d is correct
 Question 16
1 out of 1 points
Choose the most appropriate option.
Which of the following reasons to lose the customer? a. Price related reasons b. Product
related reasons c. Service-related reasons d. All of above given options
Selected Answer: 4. 
d is correct
Answers: 1. 
a is correct
2. 
b is correct
3. 
c is correct
4. 
d is correct
 Question 17
1 out of 1 points
 Choose the most appropriate option.
------- is the customer’s tendency to stick with the brand above and beyond the
customer’s objective and subjective assessments of the brand. a. Value Equity b. Brand
Equity c. Retention Equity d. Customer Equity
Selected Answer: 3. 
Retention Equity
Answers: 1. 
Value Equity
2. 
Brand Equity
3. 
Retention Equity
4. 
Customer Equity
 Question 18
1 out of 1 points
Select the most appropriate option.
One of the characteristics of relationship marketing is: a. The short-term goal of creating
an immediate sale. b. Consolidating purchases based on promotions and other
inducements. c. An orientation toward added value through superior customer service.
d. longer distribution channels between suppliers and buyers.
Selected Answer: 3. 
c is correct
Answers: 1. 
a is correct
2. 
b is correct
3. 
c is correct
4. 
d is correct
 Question 19
1 out of 1 points
Choose the most appropriate option.
A large proportion of people employed in the hospitality and leisure sector are: a. Young
b. Female c. Part-time employees d. Young, female and part-time employees
Selected Answer: 4. 
d is correct
Answers: 1. 
a is correct
2. 
b is correct
3. 
c is correct
 4. 
d is correct
 Question 20
1 out of 1 points
Pick the best fit.
What applies to businesses buying from and selling to each other over the Internet? a.
Customer to Business b. Customer to customer c. Business to Business d. Business to
Customer
Selected Answer: 3. 
c is correct
Answers: 1. 
a is correct
2. 
b is correct
3. 
c is correct
4. 
d is correct
 Question 21
1 out of 1 points
Choose the most appropriate option.
State whether the following statement is true of false. CRM is a tool that can help
organisations to profitably meet the lifetime needs of customers better than their
competitors.
Selected Answer: 1. 
true
Answers: 1. 
true
2. 
false
 Question 22
1 out of 1 points
Pick the best fit.
------- include the Web; call centres, phones, and mobile devices etc. in CRM applications
a. Channels b. Functional components c. Modules d. Sales Force Applications
Selected Answer: 1. 
a is correct
Answers: 1. 
a is correct
2. 
b is correct
3. 
c is correct
4. 
 d is correct
 Question 23
1 out of 1 points
Pick the best fit.
------- is one of the methods for capturing customer information. a. Newspaper b.
Advertisement c. Feed back d. Surveys
Selected Answer: 4. 
d is correct
Answers: 1. 
a is correct
2. 
b is correct
3. 
c is correct
4. 
d is correct
 Question 24
1 out of 1 points
Select the most appropriate option.
Organisations must have the mechanism to track ------- as early as possible and suggest
suitable remedial measures.
Selected Answer: 3. 
Attrition Signals
Answers: 1. 
Present Customer
2. 
Former Customer
3. 
Attrition Signals
4. 
Retention Signals
5. 
Acquisition Signals
 Question 25
1 out of 1 points
Select the most appropriate option.
State whether the following statement is true or false. Mass production quickly became
the dominant form of manufacturing around the world.
Selected Answer: 1. 
true
Answers: 1. 
true
2. 
false
 Question 26
1 out of 1 points
Select the most appropriate option.
------- is the fuel for CRM engine. a. Customer Profit b. Customer Information c. Customer
Goodwill d. Customer Income
Selected Answer: 2. 
b is correct
Answers: 1. 
a is correct
2. 
b is correct
3. 
c is correct
4. 
d is correct
 Question 27
1 out of 1 points
Select the most appropriate option.
Anything that can be offered to a market for attention, acquisition, use, or consumption
that might satisfy a want or need is called a: a. Demand b. Basic staple c. Product d.
Service
Selected Answer: 3. 
c is correct
Answers: 1. 
a is correct
2. 
b is correct
3. 
c is correct
4. 
d is correct
 Question 28
1 out of 1 points
Pick the best fit.
E-commerce actually began in the which year.
Selected Answer: 3. 
1970
Answers: 1. 
1950
2. 
1960
3. 
1970
4. 
 1980
 Question 29
1 out of 1 points
Select the correct option.
Relative Total Quality (RTQ) are expressed as: a. Relative Percentages b. Relative Price c.
Relative Production d. Relative Product Quality
Selected Answer: 1. 
a is correct
Answers: 1. 
a is correct
2. 
b is correct
3. 
c is correct
4. 
d is correct
 Question 30
1 out of 1 points
Select the most appropriate option.
What aspect of an employment application should be scrutinized by the sales manager?
a. Physical impairments b. Ethnic background c. Personal characteristics d. None of the
above
Selected Answer: 3. 
c is correct
Answers: 1. 
a is correct
2. 
b is correct
3. 
c is correct
4. 
d is correct
 Question 31
0 out of 1 points
Pick the best fit.
Supply chain management helps an organization in -------. a. Reducing production costs
b. Increase the production cost c. Reduce the time it takes to make a product d.
Improves sales
Selected Answer: 1. 
a is correct
Answers: 1. 
a is correct
2. 
b is correct
 3. 
c is correct
4. 
d is correct
 Question 32
1 out of 1 points
Select the most appropriate option.
The ------- systems of today could be called “true” CRM systems.
Selected Answer: 1. 
CRM
Answers: 1. 
CRM
2. 
Common
3. 
General
4. 
Combined
 Question 33
2 out of 2 points
Pick the best fit.
A ------- is a software application that enables a user to display and interact with text,
images, and other information for customers or consumers located on a Web page at a
website on the World Wide Web or a local area network. a. Web Browser b. HTML c.
HTTP d. None of the Above
Selected Answer: 1. 
a is correct
Answers: 1. 
a is correct
2. 
b is correct
3. 
c is correct
4. 
d is correct
 Question 34
2 out of 2 points
Pick the best fit.
The general premise of ------- is to effectively manage the flow of product, information,
and finances between all trading partners. a. supply chain management b. value chain
management c. logistics management d. e-procurement e. e-tailing
Selected Answer: 1. 
a is correct
Answers: 1. 
 a is correct
2. 
b is correct
3. 
c is correct
4. 
d is correct
5. 
e is correct
 Question 35
2 out of 2 points
Pick the best fit.
This model preserves the fundamental value of the Internet as a communication
medium, and provides a common platform for independent access to data anytime and
anywhere. a. Application Servers B. Web Browser c. Application Codes and Applets d.
Internet security protocols
Selected Answer: 2. 
b is correct
Answers: 1. 
a is correct
2. 
b is correct
3. 
c is correct
4. 
d is correct
 Question 36
0 out of 2 points
Pick the best fit.
In this situation, the service marketer will find that the demand is equal to supply. It is an
ideal situation for the firm but danger lurks when a new entrant brings out his offer. The
situation is called
Selected Answer: 3. 
Full Demand
Answers: 1. 
Rising Demand
2. 
Falling Demand
3. 
Full Demand
4. 
Overfull Demand
 Question 37
2 out of 2 points
 Select the most appropriate option.
The key advantages of online complaint-handling system are a. Enhanced effectiveness
and saved time and money b. Streamlined back-office functions and automated routine
tasks c. A comfortable and safe environment d. Uninterrupted access with 24 × 7
availability e. All of the Above
Selected Answer: 5. 
e is correct
Answers: 1. 
a is correct
2. 
b is correct
3. 
c is correct
4. 
d is correct
5. 
e is correct
 Question 38
2 out of 2 points
Select the most appropriate option.
If you’ve changed your doctor, telephone carrier, or plumber due to poor service is an
example of
Selected Answer: 1. 
Customer Exit
Answers: 1. 
Customer Exit
2. 
Customer Complaint
3. 
Customer Attrition
4. 
Customer dissatisfaction
 Question 39
2 out of 2 points
Select the most appropriate option.
In ------- markets, the importance of creating strategic partnerships and alliances and
obtaining long-term commitment with suppliers and distributors is emphasized. a. B2B
b. B2C c. C2B d. None of the above
Selected Answer: 1. 
a is correct
Answers: 1. 
a is correct
2. 
b is correct
 3. 
c is correct
4. 
d is correct
 Question 40
2 out of 2 points
Select the most appropriate option.
Even if a dissatisfied consumer takes no external action, which of the following is likely?
a. will engage in negative work-of-mouth b. will stop buying that brand c. will have a less
favorable attitude toward the store or brand d. will stop buying at that store e. All of the
above
Selected Answer: 3. 
c is correct
Answers: 1. 
a is correct
2. 
b is correct
3. 
c is correct
4. 
d is correct
5. 
e is correct
 Question 41
2 out of 2 points
Select the most appropriate option.
In ------- markets, micro-segmentation and specific targeting are stressed along with an
emphasis on various monetary and non-monetary value creation approaches. a. B2B b.
B2C c. C2B d. None of the above
Selected Answer: 2. 
b is correct
Answers: 1. 
a is correct
2. 
b is correct
3. 
c is correct
4. 
d is correct
 Question 42
2 out of 2 points
Choose the most appropriate option.
A key CRM technique is to encourage existing customers to recommend friends or
colleagues to purchase. This is -------
 Selected Answer: 4. 
Referral
Answers: 1. 
Co- Marketing
2. 
Cross-Sell
3. 
Up-Sell
4. 
Referral
 Question 43
2 out of 2 points
Pick the best fit.
All businesses and organizations that operate on the Internet are essentially providing
what? a. Information b. Ability to shop on-line c. Visual cues for their products d. The
ability to target specific segments of the market e. Services
Selected Answer: 5. 
e is correct
Answers: 1. 
a is correct
2. 
b is correct
3. 
c is correct
4. 
d is correct
5. 
e is correct
 Question 44
2 out of 2 points
Choose the most appropriate option.
------- is a social and managerial process by which individuals and groups obtain what
they need and want through creating and exchanging products and value with others. a.
Management b. Marketing c. Econometrics d. Demand
Selected Answer: 2. 
b is correct
Answers: 1. 
a is correct
2. 
b is correct
3. 
c is correct
4. 
d is correct
 Question 45
2 out of 2 points
Select the correct option.
Satisfactory post-purchase experience with a product or service given an existing pre-
purchase expectation is called: a. Customer Satisfaction b. Customer Loyalty c. Customer
Behavioural Modelling d. Customer Monitoring & Evaluating
Selected Answer: 1. 
a is correct
Answers: 1. 
a is correct
2. 
b is correct
3. 
c is correct
4. 
d is correct
 Question 46
2 out of 2 points
Select the best option.
The tendency of the customer to stick with the brand, above and beyond the customer’s
objective and subjective assessments of the brand. The concept is known as:
Selected Answer: 3. 
Retention Equity
Answers: 1. 
Value Equity
2. 
Brand Equity
3. 
Retention Equity
4. 
All of them
 Question 47
2 out of 2 points
Select the most appropriate option.
Leisure, hair-dressing, personal finance, packaged holiday tour, etc. are the examples of
Selected Answer: 1. 
Individual Consumer
Answers: 1. 
Individual Consumer
2. 
Business-to-Business
3. 
Industrial
4. 
 Business-to-Consumers
 Question 48
0 out of 2 points
Select the most appropriate option.
Quicker attention and resolution of complaints lead to ------- a. High profits b. Low cost c.
Favorable word of mouth d. Stronger customer relationship
Selected Answer: 4. 
d is correct
Answers: 1. 
a is correct
2. 
b is correct
3. 
c is correct
4. 
d is correct
 Question 49
0 out of 4 points
Pick the best fit.
Which of the following is NOT a key element of relationship marketing? a. Developing a
core service or product around which to build a customer relationship. b. Pricing in a
manner to encourage loyalty. c. Augmenting the core service or product with extra
benefits. d. Marketing to employees so that they will perform well for customers. e.
Standardize the relationship across customers.
Selected Answer: 2. 
b is correct
Answers: 1. 
a is correct
2. 
b is correct
3. 
c is correct
4. 
d is correct
5. 
e is correct
 Question 50
4 out of 4 points
Pick the best fit.
Which of the following offers the best opportunity for an airline to recover from service
failure associated with a cancelled flight? a. Customer service team at head office. b.
Rapid diagnosis of customer needs and appropriate solution to problem. c. Money-off
vouchers for future use. d. Letter of apology from the airline Chief Executive.
Selected Answer: 2. 
b is correct
 Answers: 1. 
a is correct
2. 
b is correct
3. 
c is correct
4. 
d is correct
 Question 51
0 out of 4 points
Pick the best fit.
To build a customer-oriented, service-minded workforce, an organization must: a. Create
an authoritative service culture b. Convince employees that service quality and
productivity are equally important and that one should never be slighted in order to
improve the other c. Hire people who have little or no service inclination d. Hire and
retain the best people e. Convince its employees that the customer is always right
Selected Answer: 2. 
b is correct
Answers: 1. 
a is correct
2. 
b is correct
3. 
c is correct
4. 
d is correct
5. 
e is correct
 Question 52
4 out of 4 points
Select the most appropriate option.
Marketing team of a company carried out a survey concerning expectations of the
customers from the product. What should be the product development department of
the company design? a. Product meeting requirements of the customers b. Product
meeting requirements of the distributors c. Product meeting requirements of the
management d. Product meeting requirements of the shareholders
Selected Answer: 1. 
a is correct
Answers: 1. 
a is correct
2. 
b is correct
3. 
d is correct
 4. 
c is correct
 Question 53
5 out of 5 points
Select the most appropriate option.
You have just taken a new position in an organization and you’re learning about the job
functions of your new colleagues. You observe that your marketing manager is heavily
involved in the process of building and maintaining profitable customer relationships.
Your marketing manager frequently speaks about the need to deliver superior customer
value and satisfaction. Your manager is concerned with which one of the following? a.
Database management b. Web site hits c. The societal marketing concept d. Donor
marketing e. Customer relationship management
Selected Answer: 5. 
e is correct
Answers: 1. 
a is correct
2. 
b is correct
3. 
c is correct
4. 
d is correct
5. 
e is correct
 Question 54
5 out of 5 points
Select the most appropriate option.
Mr. Zakari has just ordered a number of expensive executive gifts that he will be sending
as an appreciation token to a select few customers from his client database. In which of
the following ways is Mr. Zakari most likely using his database? a. To identify prospects
b. To decide which customers should receive a new sales offer c. To deepen customer
loyalty d. To avoid serious customer mistakes e. To beat the competition to a sale
Selected Answer: 3. 
c is correct
Answers: 1. 
a is correct
2. 
b is correct
3. 
c is correct
4. 
d is correct
5. 
e is correct
 Question 55
 0 out of 5 points
Select the most appropriate option.
Customer relationship management (CRM), is a. The defining concept that identifies
communication between the parties to a transaction b. A process used to retain
customers when purchases are based on low price or convenience c. Best used when
the seller has infrequent customer contact d. The combination of strategies and tools
that drive relationship programs, reorienting the entire firm to a concentrated focus on
satisfying customers e. A technique used to create a company focus on individual and
immediate sales
Selected Answer: 4. 
d is correct
Answers: 1. 
a is correct
2. 
b is correct
3. 
c is correct
4. 
d is correct
5. 
e is correct
 Question 56
0 out of 5 points
Select the most appropriate option.
XYZ Bikes has recently introduced a series of bikes called Surami. The core positioning of
XYZ Bikes is "speed". Surami is a five-gear bike and apart from speed, the company
promises to include other features such as safety, good performance, and pollution
control features. This describes the of the bike. a. Total customer cost b. Customer-
perceived value c. Value-delivery system d. Value proposition e. Total customer benefit
Selected Answer: 4. 
d is correct
Answers: 1. 
a is correct
2. 
b is correct
3. 
c is correct
4. 
d is correct
5. 
e is correct