Chapter 10 SCL

Lead Management

sales reps can follow prescribed tactics when dealing with prospects to aid in closing the deal

Customer relationship management must

still include talking to customers

cross-selling

Additional products are sold as the result of an initial purchase (e.g., e-mails from Amazon.com describing other books bought by people)

Customer relationship management refers to

automated transaction and communication applications

Event Based Marketing

offer the right products and services to customers at the right time

When an organization attempts to offer the right products and services to customers at the right time through the offer of individual promotions tied to specific events, like birthdays and anniversaries, this is referred to as

Event-Based Marketing

True or False Segmenting customers based on things like products purchased, sales history, demographic information, and desired product features can dilute the results of a CRM program; segmenting customers should be avoided.

False

True or False While a well-planned and organized CRM plan can be extremely useful in developing effective and efficient marketing programs for retailers, they are not particularly helpful for manufacturing companies like GM since their touches with customers are few.

False

Segmenting Customers

Grouping customers to create specialized communications about products

Target Marketing Efforts

addressing specific customer segments avoids becoming a nuisance to other customers

Sales Territory Management

Sales managers obtain information on each sales rep's activities

Which of the following is one of the most basic and very important activities of CRM?

Segmenting Customers

Sales Activity Management

Tool offering sales reps a guided sequence of sales activities

There are a variety of data benefits, which of the following is not one of the benefits?

a) determine industry trends b) harness customer knowledge c)Track sales projections d) document customer complaints e) All of the above e) all of the above

A system which allows sales managers to obtain current information and reporting capabilities regarding each salesperson's activities on each customer's account is referred to as a __. a) Sales activity management system b) Sales territory management system c) Lead management system d) Knowledge management system e) None of the above are correct

b) sells territory management system

Relationship Marketing or Permission Marketing

customers select the type & time of communication (opt-in or opt-out)

Knowledge Management

enables quick decision making, better customer service, and a better-equipped and happy sales staff

Customer Relationship management means

focusing on customer requirements