Chapter 4 Questions

What are some of the challenges a manufacturer would face with the forward part of
its value chain when implementing a CRM strategy with the end consumer?

What benefits relative to CRM effectiveness may an organization give up if it decides

to outsource its telemarketing function?

What challenges must a silo-structured organization overcome when attempting to

implement a CRM environment?

Why would firms such as FedEx and UPS be critical to an organization’s CRM
efforts?

Chapter 4 Exercises

Select an organization and identify advantages and disadvantages relative to CRM

effectiveness based on its size.

At CRM adoption, a major packaged goods manufacturer instructed its brand

managers to reevaluate their advertising spending in an effort to shift funding from
mass advertising to interactive marketing. The brand managers are comfortable in
their current mode of operation and are resisting this effort. How could the
manufacturer persuade brand managers to support the CRM effort?

Select an organization and identify its value chain members, at least by function.
Identify the critical CRM requirements each value chain member has in the
company’s CRM efforts.

A manufacturer of computer chips has not been able to convince her dealers to give
it the names and addresses of the end consumer. She understands CRM and wants
to implement a plan that includes both the dealers and the end users. Define an
approach that the manufacturer can take to build a CRM environment that provides
optimal flow of all relative information in support of company–consume