1.
Select the most appropriate option.
Imran tells his wife, Saima, that his last sales call of the day at food restaurant was a disaster. He
explains that he never really figured out what the purchasing agent was looking for. Saima, a
sales trainer for another firm, hands Imran a book on -------. a. Improving listening skills b.
Overcoming objections c. Product demonstrations d. Closing the sales encounter
1. a is correct
2. b is correct
3. c is correct
4. d is correct
4 points
QUESTION 2
1. Select the best option.
Which of the following is one of the main ways to measure brand equity? a. Statistical analysis
of demographics. b. Secondary evaluation of governmental statistics. c. Directly assessing the
actual impact of brand knowledge on consumer response to different aspects of marketing. d.
Evaluating published statistics of competitors. e. Hiring independent evaluators.
1. a is correct
2. b is correct
3. c is correct
4. d is correct
5. e Is correct
4 points
QUESTION 3
1. Select the most appropriate option.
Which one of the following is not complaint: a. A routine, first-time request for a service b. A
request under the Freedom of Information (Scotland) Act or Data Protection Act c. A request for
information or an explanation of policy or practice d. A response to an invitation to provide
feedback through a formal mechanism such as a questionnaire or committee membership will
generally not be treated as a complaint e. an uninsured claim
1. a is correct
2. b is correct
3. c is correct
4. d is correct
5. e is correct
4 points
QUESTION 4
1. Choose the most appropriate option.
Courier company offers its customers fast and reliable package delivery. When the customers
weigh these aforementioned benefits against the monetary and psychic costs of using the service,
they are acting upon: a. Loyalty b. Relationship marketing c. Perceived customer value d. Social
relationships e. A societal marketing campaign
1. a is correct
2. b is correct
3. c is correct
4. d is correct
5. e is correct
4 points
QUESTION 5
1. Pick the best fit.
A customer is any occasion on which a customer encounters the brand and product ------- from actual experience to
personal or mass communications to casual observation. a. Touch point b. Point of order c. Point of difference d.
Pivot point e. Point of parity
1. a is correct
2. b is correct
3. c is correct
4. d is correct
5. e is correct
2 points
QUESTION 6
1. Choose the most appropriate option.
The example of a new mother purchasing products for the newborn; at the same time buying
clothes for her is an example of -------
1. Cross Selling
2. Co-Marketing
3. Continuity Marketing
4. Individual Marketing
2 points
QUESTION 7
1. Select the most appropriate option.
Which of the following have forward-thinking companies begun to use to promote their products
and services? a. C2C b. C2B c. B2C d. B2B
1. a is correct
2. b is correct
3. c is correct
4. d is correct
2 points
QUESTION 8
1. Select correct option:
Indicates a condition in which the presence of certain attributes leads to a surprisingly attractive
performance. The presence of these attributes will further add to the level of satisfaction called
1. Expected Satisfaction
2. Desired Satisfaction
3. Exciting Satisfaction
4. Preferred Satisfaction
2 points
QUESTION 9
1. Select the most appropriate option.
Which of the following is a good characteristics of CRM? a. Integration between the customers
calls and e-mails. b. Does not need integration between the customers calls and e-mails. c. Has
never had the customers calls and e-mails integrated. d. Integration between the customers calls
and the headsets the agents wear.
1. a is correct
2. b is correct
3. c is correct
4. d is correct
2 points
QUESTION 10
1. Select correct option:
The presence or absence of the attributes contribute to preferred satisfaction would have no
effect on the level of satisfaction called
1. Expected Satisfaction
2. Desired Satisfaction
3. Exciting Satisfaction
4. Preferred Satisfaction
2 points
QUESTION 11
1. Pick the best fit.
Direct competition, substitute competition, unattractive pricing, poor service delivery, etc. are
examples of a. Rising Demand b. Falling Demand c. Full Demand d. Overfull Demand
1. a is correct
2. b is correct
3. c is correct
4. d is correct
2 points
QUESTION 12
1. Select the most appropriate option. (This question will have more than 1 correct answer)
With the increased use of phone technology to handle incoming phone calls and manage
outbound sales calls, companies have long housed those resources into a single functional group
called -------
1. Outsourcing Centre
2. KPO Centre
3. Service Centre
4. Call centre
2 points
QUESTION 13
1. Pick the best fit.
What allows customers to use the Web to find answers to their questions or solutions to their
problems? a. Contact center b. Call scripting c. Web-based self-service d. List generators
1. a is correct
2. b is correct
3. c is correct
4. d is correct
2 points
QUESTION 14
1. Select the most appropriate option.
Building, keeping, and growing profitable value-laden relationships with all customers of a
company is called -------. a. Customer relationship management b. Customer lifetime value c.
Customer perceived value d. Database marketing
1. a is correct
2. b is correct
3. c is correct
4. d is correct
2 points
QUESTION 15
1. 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
1. a is correct
2. b is correct
3. c is correct
4. d is correct
2 points
QUESTION 16
1. Select the most appropriate option.
The difference between the values the customer gains from owning and using a product and the
costs of obtaining the product is called -------. a. Customer quality b. Customer satisfaction c.
Customer value d. Perceptual relationships
1. a is correct
2. b is correct
3. c is correct
4. d is correct
2 points
QUESTION 17
1. Select the most appropriate option.
Customers are more likely to complain if they attribute blame to ------- for a service failure. a.
Themselves b. The organisation c. Marketing d. Other customers
1. a is correct
2. b is correct
3. c is correct
4. d is correct
2 points
QUESTION 18
1. Choose the most appropriate option.
A key CRM technique is to encourage existing customers to recommend friends or colleagues to
purchase. This is -------
1. Co- Marketing
2. Cross-Sell
3. Up-Sell
4. Referral
2 points
QUESTION 19
1. 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
1. a is correct
2. b is correct
3. c is correct
4. d is correct
2 points
QUESTION 20
1. Select the best option.
------- is the capability to customize customer communication based on knowledge preferences
and behaviours at the time of interaction. a. Personalization b. customisation c. collaboration
1. a is correct
2. b is correct
3. c is correct
4. All are correct
2 points
QUESTION 21
1. Choose the most appropriate option.
Companies often fail to analyze brands, competitor’s activities and pricing strategies that having
impact on their products and customers. This statement reflects which one of the following
failures of strategic plans? a. Failure to obtain senior management b. Commitment c. Poor
communications d. Failure to coordinate e. Inability to predict environmental reaction
1. a is correct
2. b is correct
3. c is correct
4. d is correct
5. e is correct
5 points
QUESTION 22
1. Select the most appropriate option.
Which of the following statements regarding customer satisfaction is true? a. Marketers must
adhere to traditional performance measures to formulate customer-based missions and goals. b.
Customers have greater loyalty to a company after a conflict has been resolved than if they had
never complained at all. c. As happy customers typically talk about their buying experiences
more than unhappy customers do, the cost of dissatisfaction can be rather low. d. Any method
that makes it easier for customers to complain ends up demonstrating the ineptitude of a firm.
1. a is correct
2. b is correct
3. c is correct
4. d is correct
5 points
QUESTION 23
1. Choose the most appropriate option.
The CRM (customer relationship management) imperative is characterized by five steps or
factors. All of the following would be among those steps or factors except -------. a. Acquiring
the right customer b. Crafting the right value proposition c. Instituting the best processes d.
Motivating employees e. Learning to make profits through marginal customers
1. a is correct
2. b is correct
3. c is correct
4. d is correct
5. e is correct
5 points
QUESTION 24
1. Select the most appropriate option.
TQM is an approach to improving the competitiveness, effectiveness and flexibility of an
organisation for the benefit of all stakeholders. It is a way of planning, organising and
understanding each activity, and of removing all the wasted effort and energy that is routinely
spent in organisations. It ensures the leaders adopt a strategic overview of quality and focus on
prevention not detection of problems. Whilst it must involve everyone, to be successful, it must
start at the top with the leaders of the organisation. All senior managers must demonstrate their
seriousness and commitment to quality, and middle managers must, as well as demonstrating
their commitment, ensure they communicate the principles, strategies and benefits to the people
for whom they have responsibility. Only then will the right attitudes spread throughout the
organisation. A fundamental requirement is a sound quality policy, supported by plans and
facilities to implement it. Leaders must take responsibility for preparing, reviewing and
monitoring the policy, plus take part in regular improvements of it and ensure it is understood at
all levels of the organisation. Thus, the requirements for effective leadership a. Developing and
publishing corporate beliefs, values and objectives, often as a mission statement b. Personal
involvement and acting as role models for a culture of total quality c. Developing clear and
effective strategies and supporting plans for achieving the mission and objectives d. Only a and b
e. All of the above
1. a is correct
2. b is correct
3. c is correct
4. d is correct
5. e is correct
5 points
QUESTION 25
1. Select the most appropriate option.
Six Sigma is the newest quality management program which helps companies increase both
customer ------- and financial benefits.
1. Satisfaction
2. Retention
3. Acquisition
4. Loyalty
1 points
QUESTION 26
1. Select the best option.
Marketing relationships is ------- a. Intensely personal, like human relationships. b. Intended to
deliver short-term customer satisfaction. c. Intended to deliver long-term customer satisfaction.
d. The most important element of the marketing mix.
1. a is correct
2. b is correct
3. c is correct
4. d is correct
1 points
QUESTION 27
1. Pick the best fit.
E-business software is best defined as to manage -------. a. Sell-side e-commerce applications b.
Internal administrative applications c. Buy-side applications d. External management
1. a is correct
2. b is correct
3. c is correct
4. d is correct
1 points
QUESTION 28
1. Select the most appropriate option.
Relationship marketing implies: a. Foregoing technology in favor of one-on-one communication.
b. An emphasis on new customers. c. A company-wide commitment. d. Closer ties with
customers than with suppliers.
1. a is correct
2. b is correct
3. c is correct
4. d is correct
1 points
QUESTION 29
1. Pick the best fit.
Marketing a service-base business is similar to marketing a product-base business.
1. true
2. false
1 points
QUESTION 30
1. Select the most appropriate option.
Promotion in Marketing means a. passing an examination b. elevation from one grade to another
c. selling the products through various means d. selling the product in specific areas e. None of
these
1. a is correct
2. b is correct
3. c is correct
4. d is correct
5. e is correct
1 points
QUESTION 31
1. Pick the best fit.
CRM is a fundamental facet of an organization, encompassing the philosophy and mission of
organized business that is engaged with a well-knit customer-focused knowledge base and
pervasive communications.
1. true
2. false
1 points
QUESTION 32
1. Select the most appropriate option.
State whether the following statement is true or false. The formula for defection rate is the
number of customers who left divided by number of customers we had.
1. true
2. false
1 points
QUESTION 33
1. Pick the best fit.
The term “Connect Demand with Supply” is given by:
1. Michael Schrage’s
2. Michael Donald
3. David Mills
4. David Schrage’s
1 points
QUESTION 34
1. Select the most appropriate option.
Business Process Reengineering (BPR) is known by many names: a. Core process redesign b.
New industrial engineering c. Working smarter d. All of the above
1. a is correct
2. b is correct
3. c is correct
4. d is correct
1 points
QUESTION 35
1. Pick the best fit.
e-CRM tool: a. Automatic response technology b. Application Service Provider c. Automatic
resource technology d. Automatic Service Provider
1. a is correct
2. b is correct
3. c is correct
4. d is correct
1 points
QUESTION 36
1. Choose the most appropriate option.
CRM is ------- a. Business oriented b. Money oriented c. Profit oriented d. Customer oriented
1. a is correct
2. b is correct
3. c is correct
4. d is correct
5. All are correct
1 points
QUESTION 37
1. Select the correct option.
Field ------- refers to how granular is the measurement approach.
1. Depth
2. Breadth
3. Tractability
4. All of them
1 points
QUESTION 38
1. Pick the best fit.
The supply chain management philosophy emerged in which decade?
1. 1960
2. 1970
3. 1980
4. 1990
1 points
QUESTION 39
1. Choose the correct answer.
Field ------- refers to how explainable and provable is the CRM measurement framework
employed.
1. Depth
2. Breadth
3. Tractability
4. None of these
1 points
QUESTION 40
1. 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
1. a is correct
2. b is correct
3. c is correct
4. d is correct
1 points
QUESTION 41
1. Choose the most appropriate option.
State whether the following statement is true of false. Customer care can be provided via various
means such as website, FAQs (Frequently Asked Questions), etc.
1. true
2. false
1 points
QUESTION 42
1. Select the most appropriate option.
The foundation for CRM was laid during ------- year.
1. 1990
2. 1980
3. 1970
4. 1960
1 points
QUESTION 43
1. Select the correct option.
Field ------- refers to how much of the total set of activities needed to be measured are actually
measured.
1. Depth
2. Breadth
3. Tractability
4. None of these
1 points
QUESTION 44
1. Select the most appropriate option.
A quality management program can be characterized by its principles, practices, and techniques.
1
.true
2
.false
1 points
QUESTION 45
1. Select the most appropriate option.
Which of the following is NOT part of the sales process? a. The pre-approach b. Planning the
sales presentation c. Prospecting d. Evaluating sales effectiveness
1. a is correct
2. b is correct
3. c is correct
4. d is correct
1 points
QUESTION 46
1. Select the most appropriate option.
The major force behind the new connectedness in customer relationship management is: a.
Quality Practices b. Workforce Management c. Quality Information d. Supplier Relationship
1. a is correct
2. b is correct
3. c is correct
4. d is correct
1 points
QUESTION 47
1. Pick the best fit.
The catalyst of any successful sales force organization is -------. a. The recruitment and selection
of good salespeople b. Current and relevant customer research data c. Relevant and extensive
sales training d. Sales managers who work with their people e. All of the above
1. a is correct
2. b is correct
3. c is correct
4. d is correct
5. e is correct
1 points
QUESTION 48
1. Select the most appropriate option.
Model 'T' automobile set was developed by -------
1. Henry Fayol
2. Henry Ford
3. F.W. Taylor Frederick
4. Mc Gregor
1 points
QUESTION 49
1. Choose the most appropriate year.
The World Travel and Tourism Council estimates that business travel from India will be worth
Rs. 46,450 crore by ------- year.
1. 2013
2. 2014
3. 2012
4. 2011
1 points
QUESTION 50
1. Select the most appropriate option.
Wider the gap between the organisations providing the service of product and the user, lesser is
the rate of -------
1. Retention
2. Acquisition
3. Satisfaction
4. Customer Value
1 points
QUESTION 51
1. Select the most appropriate option.
Customer Relationship Management is a seductive marketing strategy.
1. true
2. false
1 points
QUESTION 52
1. Select the most appropriate option.
Six Sigma is adopted in which industry. a. Honeywell b. Sony c. Caterpillar d. Both a and c e.
All of the above
1. a is correct
2. b is correct
3. c is correct
4. d is correct
5. e is correct
1 points
QUESTION 53
1. Select the most appropriate option.
Building a stronger relationship with customers is accomplished through: a. Building loyalty b.
Salesmanship c. Strategic solo exchanges d. Exploratory functional relationships e. Boundary-
spanning customers
1. a is correct
2. b is correct
3. c is correct
4. d is correct
5. e is correct
1 points
QUESTION 54
1. 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
1. Value Equity
2. Brand Equity
3. Retention Equity
4. Customer Equity
1 points
QUESTION 55
1. Select the most appropriate option.
Mass marketing epitomized by
1. Henry Ford
2. Henery Fayol
3. Davenport & Short
4. Strassman
1 points
QUESTION 56
1. Choose the correct answer.
A measurement approach is rolled out for all customers for one specific product or service is
called:
1. Product Deployment
2. Segment Deployment
3. Narrow Deployment
4. All of them
