Principles Of Marketing MCQs

1. Subaru of America targeted outdoor enthusiasts when it added an outdoor life section to its Web site, organized by area of interest. The site will serve as a platform for co-marketing and promotional programs and will allow Subaru to gather most overt and covert information. Which of the following provides the most likely reason why Subaru has added this section to its site?

to create cognitive dissonance

to reduce problems associated with cultural diversity

to increase the effectiveness of its channels of distribution

to lessen the importance of customer service

to design more targeted marketing communications
4 points
Question 2
1. Blood ServicesAs flextime, consulting, telecommuting, and downsizing make it more difficult for people to donate blood at the workplace, Brooklyn/Staten Island Blood Services has launched a CRM marketing campaign to boost awareness and repeat donations. Early in the campaign it went to its listings of previous donors and pulled out those with birthdays in February, March, and April. These donors were sent a birthday card with the greeting, “On the anniversary of your life, would you consider saving another’s life?”
Refer to Blood Services. The organization developed a _____ list of donors to receive birthday cards.

compiled

benefit-based

response

feedback

proactive
4 points
Question 3
1. Which of the following is a guideline for a successful CRM system?

Customer information is not retained past the initial contact with the customer.

Intuition and experience must define the products provided by the organization.

The product takes center stage in the organization.

Customer information is kept in a centralized repository.

All of these are guidelines for a successful CRM system.
4 points
Question 4
1. Which of the following statements about a CRM system is true?

A critical component of a CRM system is the use of the appropriate technology to store and integrate customer data.

A CRM system operates on the theory that all customers are equally important.

Due to privacy laws, a CRM system only disseminates customer information to those who are actually in day-to-day contact with customers.

A company using a CRM system must view its customers as bits of data.

All of these statements about a CRM system are true.
4 points
Question 5
1. CRM concerns many Americans because:

of the large number of people who must be served

not all customers have access to CRM marketing

of the potential for invasion of privacy

of the aggressive nature of marketers that use CRM

of the expense to consumers
4 points
Question 6
1. Les Ailes de la Mode, a Quebec retailer, offers its customers Les Ailes MasterCard. The card is connected to a points program that offers one point for every $20 of purchases on the card and triple that on purchases made at Les Ailes. It also incorporates an electronic chip, through which a $10 coupon is awarded to each member every month via the electronic gift card (on purchases of $10 or more every month). Card members also receive free subscriptions to the retailer’s Les Ailes magazine. This shows how CRM can be used: