1. CRM is a business philosophy that aims at maximizing ___ in the long run.

Ans. Customer value

2. Contacts with a customer can be managed by phone, fax and e-mail. (True/False)
Ans. True

3. According to ___, CRM is an iterative process that turns customer information into positive customer
relations.
a) Ronald S. Swift
b) Stanley A. Brown
c) Chris Todman
d) Gartner Group
Ans. Ronald S. Swift

4. In the 1980s, the emergence of ___ marketing took place.

Ans. Database

5. CRM helped in increasing customer satisfaction from order to end product. (True/False)
Ans. True

6. Although ___ was developed as a Linux program, it is compatible with Windows. (Pick the right options)
a) Telemation
b) SAP
c) Oracle
d) PeopleSoft
Ans. Telemation

7. A CRM system stores comprehensive information of a customer in a centralized way which is accessible
anytime. (True/False)
Ans. True.

8. A successful CRM increases production and profit throughout the ___.

Ans. Customer lifecycle

9. CRM understands the ___ and the capability to create an action plan for the staff working in the various
segments.
Ans. Segmental relationship

10. Companies that are using ___ are raising the level of personalization.
Ans. Proactive CRM

11. Operational CRM has developed into two variants namely eCRM and mCRM. (True/False)
Ans. True

12. The main goal of ___ is to enable two-way continuous interactivity between the customer and the company.
Ans. mCRM

13. The objective of data mining is to detect ‘known’ relationships among data. (True/False)
Ans. False. The objective of data mining is to detect ‘hidden’ relationships among data.
14. Which of the following options includes relationship management with external stakeholders in the value
chain?
a) Analytical CRM
b) eCRM
c) Collaborative CRM
d) EAI
Ans. c) Collaborative CRM

15. The tools of technology are Information Technology and Knowledge Management. (True/False)
Ans. True

16. ___ are important to develop and evaluate the results of marketing interactions. (Pick the right option)
a) Campaign management tools
b) Interfaces
c) Analytical tools
d) Data warehouses
Ans. Campaign management tools

17. The result of the comparison between customer’s expectation and customer’s perception is ___.
Ans. customer satisfaction

18. Measuring customer satisfaction requires a set of activities such as preparing questionnaires, conducting
surveys, and analyzing the results. (True/False)
Ans. True

19. ___ means customer’s belief related to products or services received or experienced.
Ans. Perception

20. CRM system generates ___ throughout interactions on different channels.

Ans. 360-degree customer view

21. There are three phases of customer interaction. (True/False)

Ans. False. There are four phases involved in customer interaction.

22. ___ is the translation of customers’ strategies into rules. Ans. Context

23. Integrated view of the customer provides a connection between customer interaction channels and customer
strategy. (True/False) Ans. True

24. In ___, active management and assessment of products and services take place. (Pick the right option)
a) Intelligence phase
b) Value creation phase
c) Integration phase
d) Initial phase
Ans. c) Integration phase

25. CRM ___ combines the information of the customer that flows through different departments and customer
channels.
Ans. Architecture
26. Salesforce automation helps automate some processes that are associated with services. (True/False)
Ans. False. Customer service automation helps to automate some processes that are associated with service.

27. The ___ of CRM deals with communication between companies and their customers. (Pick the right option)
a) Collaborative feature
b) Operational feature
c) Analytical feature
d) Automation feature
Ans. Collaborative feature

28. Technology plays a vital role in managing ___.

Ans. Customer Knowledge Store

29. SFA ensures ___ and helps to increase the revenues by making better decisions.
Ans. Customer satisfaction

30. SFA enables collaboration and improves communication in the sales team. (True/False)
Ans. True

31. ___ enables wireless or wired data synchronization between enterprise systems and mobile devices.
Ans. Server-based iMobile suite

32. Docking synchronization is done once a day and it is primarily used to retrieve basic information like
addresses, phone numbers, etc. (True/False)
Ans. True

33. Which one of the following options is the correct benefit of SFA?
a) Decreases trading and increases administration
b) Helps to close agreements slower
c) Provides real-time visibility into sales
d) Helps to implement consistent sales processes across departments only
Ans. c) Provides real-time visibility into sales

34. Features like strong ___, easier integration, and better end-user experience are included in SFA.
Ans. Customization

35. Which of the following features of SFA helps to integrate financial functionality of the back and front office
of an organization?
a) Contract management
b) Opportunity management
c) Asset management
d) Data quality management
Ans. Contract management

36. Dashboards provide immediate access to a real-time view of sales data. (True/False)
Ans. True

37. A 360-degree view of each lead, customer and account can be developed through a medium of ___ in an
organization.
Ans. SalesForce Automation software
38. Opportunity management functionality of SFA helps to manage multichannel interactions. (True/False)
Ans. False. The customer management functionality of SFA helps to manage multi-channel interactions.

39. Which of the following options is linked to order management?

a) Improves financial planning by easily tracking sales pipeline
b) Maintains audit information automatically
c) Associates opportunity data records with purchase decisions
d) Exports and imports account data
Ans. Improves financial planning by easily tracking sales pipeline

40. ___ and sharing of information are enabled in SFA to improve the organization.
Ans. Collaboration

41. If ___ is not done regularly, organizations may find it very expensive to manage data.
Ans. Data deduplication

42. It is essential that marketing managers or team leaders have monthly access to the SFA system. (True/False)
Ans. False. It is essential that marketing managers or team leaders have daily access to the SFA system.

43. Most of the SFA systems have default lead and opportunity stages, accounts and contacts fields, reports and
dashboards. (True/False)
Ans. True

44. The entire sales pipeline is affected by ___ reporting.

Ans. Inconsistent

45. Conflicts of data should be reconciled at the record level rather than at the field level. (True/False)
Ans. False. Conflicts of data should be reconciled at the field level rather than at the record level

46. An efficient synchronization system must: (Choose the false option)

a) Support large-scale field implementation
b) Give flexible support for the server database
c) Be dependent on the database
d) Easy to use
Ans. c) Be dependent on the database

47. During synchronization, to avoid database errors, the system should apply only those files that are complete.
(True/False)
Ans. True

48. Use of ___ help to supplement sales efforts and provide fast data amidst a busy business schedule.
Ans. SFA tools

49. Reporting engine pulls out information from multiple sources to produce reports. (True/False)
Ans. True

50. Name two industries that use tools to provide product-specific configuration support to build products for
their customers.
Ans. Computer technology vendors, Telephone companies
51. ___ is part of customer automation and part of sales force automation.
Ans. Field Force Automation (FFA)

52. EMA is designed to ___ the processes like designing, implementing and analyzing direct marketing
campaigns which are sophisticated in nature.
Ans. Automate

53. The main objective of EMA is to fasten the cycle of the direct marketing campaign. (True/False)
Ans. True

54. Which among the following is defined as an ability to track and respond to clients in an individualized
manner? a) Personalization
b) Automation
c) Inbound management
d) Outbound management
Ans. a) Personalization

55. Personalization is done by analyzing each customer’s past contacts and behaviour. (True/False)
Ans. True

56. Outbound e-mail management helps organizations to handle inbound queries raised by customers.
(True/ False)
Ans. False. Outbound e-mail management helps organizations to form and perform permission-based marketing
campaigns.

57. The ___ e-mail management is totally considered as a service-oriented activity.

Ans. Inbound

58. ___ helps the organizations to form and perform permission-based marketing campaigns.
Ans. Outbound e-mail management

59. Enterprise Marketing Automation helps in improving marketing effectiveness and efficiencies by planning,
testing, and executing ___.
Ans. Marketing campaigns

60. EMA software helps an organization to pick up the contact details from multiple sources in ___ form.
Ans. Soft copy

61. De-duping helps to make only one entry per customer. (True/False)
Ans. True

62. It is important to store the list generated for a particular campaign in the database. (True/False)
Ans. True

63. A ___ is successful and effective if there are careful research and a well-planned design that focuses on the
details and implementation of the campaign.
Ans. Marketing campaign

64. Which among the following is a major part of applications and techniques that helps in gathering, storing,
analyzing, and accessing the data?
a) Business analytics
b) Data visualization
c) Data mining
d) Virtual reality
Ans. a) Business analytics

65. A business analytical application automates the process of ___ and generally carries out a part of the
decision-making activities of a human being.
Ans. Thinking

66. Financial modelling, budgeting, resource allocation, and competitive intelligence are some of the advanced
applications of BA. (True/False)
Ans. True

67. The process of analyzing and extracting the important information from a pile of collected data is defined
as___.
Ans. Knowledge Discovery

68. Visualization or data visualization is a ___ tool that helps in interpreting data using visuals or images.
Ans. Business Analytics

69. DSS are highly helpful in identifying the relationship between trends. (True/False)
Ans. False. Visual tools are highly helpful in identifying the relationship between trends.

70. In ___, devices connect directly and synchronize with their owners’ data on a PC. (Pick the right option)
a) Software-based synchronization
b) Web-based portal synchronization
c) Enterprise space synchronization
d) Docking synchronization
Ans. a) Software-based synchronization

71. An efficient synchronization system is a system that is successful in sending ___ amount of data to remote
users.
Ans. Minimal

72. ___ is the latest, new generation direct marketing software that helps marketers to automate their marketing
activities.
Ans. Enterprise Marketing Automation

72. Integrated marketing strategy aims at unifying different marketing methods. (True/False)
Ans. True

73. Indirect communication channels promote sales whereas direct communication channels promote sales and
improve the ___.
Ans. Customer relationship

74. Name two direct communication channels.

Ans. Direct mail, e-mail