Marketing Chapter 5

CRM helps in determining which customers to target based on known or learned characteristics that will drive growth. This describes which of the three CRM objectives?

Customer acquisition

Marketing dashboards display information in numerical formats and offer subjective feedback about initiatives and results.

FALSE

The administration of information security when using CRM is part of the marketing manager's job.

FALSE

___________ is an offshoot of ROMI that was developed to apply the same principles to customers.

ROCI

A point-of-sale system is an example of a customer touchpoint.

TRUE

Marketing managers are a core contributor to the success of CRM by virtue of their expertise on customer and relationships.

TRUE

return on marketing investment (ROMI) is the impact an investment in marketing has on a firm's financial success.

TRUE

Having too many internal metrics puts the focus on what a company already knows and fails to put the focus on the unpredictably dynamic external marketplace. Which pitfall of marketing dashboards does this represent?

overreliance on inside-out measurement

When a sales representative calls on a customer, or a call comes in to the customer service center, these are called customer ____________.

touchpoints

When the Chicago police are investigating a crime, they use video from posted cameras, verbal accounts from eyewitnesses, text from social media, and video and audio from police officers' body cameras. What feature of Big Data is BEST represented here?

variety