1 B
2 D
3 C
4 C
5 D
6 A
7 A
8 A
9 D
10 B
11 D
12 D
13 D
14 D
15 C
16 B
17 A
18 D
19 D
20 D
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1. Which of the following tool provides the company with business-related information
like industry trends and competitor information?
a) Business Automation (BA)
b) Enterprise Marketing Automation (EMA)
c) Customer Service and Support (CSS)
d) Sales Force Automation (SFA)
2. A security measure to unauthorized access to documents is:
a) Backup/restore
b) Physical access restrictions
c) Network access control
d) None of the given options
3. The centralized storage (in a data warehouse) of all information relevant to customer
interaction is BEST described by which of the following concepts?
a) Collaborative CRM
b) Scalability
c) Data base
d) Workflow
4. With respect to customer satisfaction, which of the following is referred as the key to
success?
a) Preference
b) Up-to-date Supply
c) Courtesy
d) Enthusiasm
5. Product-related ethical issues can arise when marketers:
a) Do not provide consumers with enough information about product transportation.
b) Fail to disclose information to consumers about the risks associated with using a
product.
c) Force intermediaries to behave in a specific manner.
d) Do not provide consumers with enough information about how a product is priced.
6. 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
7. Companies can gain a strong competitive advantage through having better-trained
people. This is known as:
a) Personnel differentiation
b) Product differentiation
c) Personnel training
d) Human resources parity
8. In service marketing, the most important link to the customer is known as:
a) The tangible aspects of the service
b) Well-trained contact employees
c) Good word-of-mouth communication
d) Effective advertising
9. Which of the following is a technique that might be used by an active listener?
a) Offer a point of view often when in conversation
b) Paraphrase the speaker's meaning
c) Express concern
d) Explain the speaker's meaning
10. Which of the following are the two skills associated with being a good listener?
a) To pay attention and to provide a strong point of view in response to a given message
b) To pay attention and to provide feedback
c) To pay attention and to mask your disinterest when necessary
d) To listen to more than one message at a time and to provide constructive criticism
11. Which of the following is NOT part of an organization’s micro-environment?
a) Competitors
b) Suppliers
c) Customers
d) Government legislation
12. Which of the following are the means by which long-term objectives will be
achieved?
a) Long-term goals
b) Mission statements
c) Strategies
d) Vision statements
13. Karen's company just finished meeting with the consultants who delivered a 4-year
plan of improvements. Which part of the strategic landscape is described?
a) Strategy initiation
b) Strategy formulation
c) Strategy implementation
d) Strategy assessment
14. It is a job for the whole management team, not a few senior managers, because every
manager needs to be concerned with what has to be done in his/her area of authority to
implement the company's strategy successfully refers to as:
a) Implementing and executing strategy
b) Formulating and implementing strategy
c) Formulating and executing strategy
d) Statement is wrong
15. Which one of the following is NOT a good indicator of how well a company's present
strategy is working?
a) The company's market share ranking and whether its share is trending up, down, or
staying more or less the same
b) Whether the company is regarded as a leader in some significant area (technology,
product quality, customer service, product innovation and so on) and the firm's image
and reputation with customers
c) Whether the company's profit margins are increasing or decreasing and how large
they are relative to other firms in the industry
d) Whether the company's resource strengths and competitive capabilities outweigh its
re
16. Which of the following refers to companies often failure to predict changes, either
slow or long range to at least calculate their impact on their product and customers?
a) Inability to predict environmental reaction
b) Failure to coordinate
c) Poor communications
d) Failure to obtain senior management commitment
17. Immediate attention and help must be given to customers in sensitive to situations. This
skill refers to which of the followings?
a) Skill to listen
b) Skill to speed up response
c) Skill to provide positive experience
d) Skill to be receptive
18. Branding assists buyers in numerous ways. Which of the following is NOT a direct
consumer benefit derived from branding?
a) Brand names convey product quality
b) Branding enables suppliers to attract loyal and profitable set of customers
c) Brand names raise awareness and increase consumer interest
d) Brand names increase shopper efficiency
19. Consumer’s perception of product or service quality is influenced by which of the
following category?
a) Brand perception, price perception, and value perception
b) Brand name, objective price, and perceived sacrifice
c) Brand perception, price perception, and store perception
d) Brand name, objective price, and willingness to buy
20. A brand relationship strategy is used for which of the following purpose?
a) Focuses on profits
b) Identifies building market share as its objective
c) Pulls a firm's diverse product lines into a “family of brands”
d) Brings brands and customers together
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