4+5+6

Upward trending customer satisfaction or advocacy ratings, such as the Net Promoter Score, are an example of a leading performance indicator. A True B False

A

SMART stands for: Specific, Measurable, Actionable, Relevant and Tangible. A True B False

B

______ data is information about how the customer has responded to campaigns. A Transactional data B Behavioural data C Profile data D Campaign history E None of the above.

B

Evans and Wurster (1999) have argued that there are three aspects of navigation that are key to achieving competitive advantage online. ____________ refers to whose interest the selling organisation represents - consumers or suppliers. A Richness B Reach C Affiliation

C

The direct online revenue contribution will be of most relevance to: A a social network. B a portal. C an online grocery retailer. D a car manufacturer. E a beverages brand.

C

The _______________ customer concern from the 4Cs is equivalent to the Price element of the marketing mix A Communications techniques B Needs and wants C None of the above D Convenience E Cost

E

Average order value is an example of an efficiency metric from the balanced scorecard. A True B False

A

Mass customisation is the use of technology to: A deliver offers and products tailored for individuals or segments. B deliver offers and products tailored for individuals. C deliver offers and products tailored for segments. D deliver offers and products tailored for prospects. E None of the above.

A

Reintermediation describes: A the introduction of new intermediaries within the channel structure. B the introduction of new manufacturers within the channel structure. C the removal of intermediaries from the channel structure. D both the first and third answer above. E None of the above.

A

Targeting overseas markets through the online channel is an example of: A market development. B product development. C market penetration. D diversification. E None of the above.

A

The emergent approach to strategy involves an interrelated development of strategy analysis and development. A True B False

A

What is the typical relationship between satisfaction and loyalty? A Satisfaction determines loyalty. B Loyalty is equivalent to satisfaction. C Loyalty determines satisfaction D There is no relationship between satisfaction and loyalty. E None of the above.

A

______ data is information about the purpose of communications to the customer. A Campaign history B Transactional data C Behavioural data D Profile data E None of the above.

A

Customisation of experience is the element of the online value proposition which refers to: A in-depth relevant content. B personalisation of content and services. C favourable online promotions and offers. D participation and interaction.

B

Evans and Wurster (1999) have argued that there are three aspects of navigation that are key to achieving competitive advantage online. ____________ is the depth or detail of information which is both collected about the customer and provided to the customer. A Affiliation B Richness C Reach

B

Ghosh (1998) describes methods of creating digital value by adding to the _____________ element of the mix by asking questions such as "can I offer additional information or transaction services to my existing customer base?" A Place B Product C Promotion D None of the above E Price

B

Jevons and Gabbott (2000) were referring to the ____________ element of the mix when they said: 'online, the first-hand experience of the brand is a more powerful token of trust than the perception of the brand' A Promotion B Product C Price D Place E None of the above

B

Online communities or social networks can assist with CRM through: A profiling customers. B researching customer perceptions about products. C identifying the highest value customers. D advertising. E None of the above.

B

Permission marketing is also known as interruption marketing. A True B False

B

Ghosh (1998) describes methods of creating digital value by adding to the _____________ element of the mix by asking questions such as "Can I address the needs of new customer segments by repackaging my current information assets or by creating new business propositions using the Internet?" A Place B Price C Product D None of the above E Promotion

C

In e-CRM, customer acquisition means: A encouraging customers to purchase more expensive products which may also be in other categories. B None of the above. C attracting customers in the target profile to your website and encouraging them to opt-in. D encouraging customers to purchase further products through personalised web and e-mail communications. E identifying the appropriate customers to target.

C

Matching of internal resources against external demands forms part of: A strategy objective setting. B strategy implementation. C strategic analysis. D strategy definition. E None of the above.

C

Using a digital channel to offer new product variants or extended products is an example of: A market penetration. B diversification. C product development. D market development. E None of the above.

C

______ is a technique for strategic analysis focusing on assessment of propensity for different e-commerce services. A Competitor analysis B Stage model analysis C Demand analysis D SWOT analysis E None of the above.

C

An example of the online promotion element of the mix is ______________ which involves improving visibility and monitoring sentiment within social networks and blogs. A Display advertising B None of the above C SEO. D E-PR E Email Marketing

D

Content is the element of the online value proposition which refers to: A personalisation of content and services. B participation and interaction. C favourable online promotions and offers. D in-depth relevant content.

D

Match the definition to the issue relating to Place in the online marketing mix. ____________ refers to the creation of country or region-specific content (often involving translation) A Disintermediation B Countermediation C Star Alliance D Localisation E None of the above

D

Myers et al. (2004) say: customers may always be right, but allowing them to follow their own preferences often increases a company's costs while leaving untapped opportunities to boost revenues. Instead customers [segments with different characteristics and value] must be guided to the right mix of ______ for each product or service. A intermediaries B portals C search engines D channels E None of the above

D

The _______________ customer concern from the 4Cs is equivalent to the Place element of the marketing mix A Cost B Needs and wants C Communications techniques D Convenience E None of the above

D

______ is a key e-CRM technique to tailor messages according to stated preferences or observed buyer behaviour. A Retention B Reactivation C Referral, recommendation or advocacy D Personalisation E None of the above

D

For an existing organisation, typical stages of e-commerce development are: A transactions, image and product information, information collection, customer support. B information collection, image and product information, customer support, transactions. C image and product information, customer support, transactions, information collection. D transactions, image and product information, information collection, customer support. E None of the above.

E

In e-CRM, customer retention refers to: A delivery of communications offering the next best product (cross-sell and up-sell). B tailoring of messages in line with customer preferences and behaviours. C a communications strategy with existing customers to deliver messages through e-mail, SMS and traditional media. D monitoring of customer response to inform future messages. E All of the above.

E

The concept of opt-in typically involves: A the customer proactively selecting opt-in. B using an incentive. C profiling a customer's interests and value to an organisation. D the customer agreeing to receive marketing communications. E All of the above.

E

Which information would typically be most useful when profiling to deliver a relevant message to a consumer of a business service? A Business sector. B Business location. C Position of business person in buying process. D Business size/turnover. E Not possible to say; all of the above.

E

______ is a key e-CRM technique to follow-up a customer when they abandon a shopping cart to encourage them to buy. A Retention B Personalisation C Reactivation D Referral, recommendation or advocacy E None of the above

E