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Customer Relationship Management Progress Test Unit 5 - Implement CRM Marketing Initiatives To Build Customer Loyalty

This document contains a progress test on Customer Relationship Management. It has multiple choice and short answer questions assessing understanding of key CRM concepts like the consumer decision-making process, customer segmentation, influencing factors on buying behavior, event-based marketing, cross-selling and up-selling, the customer service experience stages, and methods to increase customer retention. The test is aimed at building student knowledge of implementing CRM marketing initiatives to boost customer loyalty.

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Kugan Eshwaran
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© © All Rights Reserved
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Download as DOCX, PDF, TXT or read online on Scribd
67 views

Customer Relationship Management Progress Test Unit 5 - Implement CRM Marketing Initiatives To Build Customer Loyalty

This document contains a progress test on Customer Relationship Management. It has multiple choice and short answer questions assessing understanding of key CRM concepts like the consumer decision-making process, customer segmentation, influencing factors on buying behavior, event-based marketing, cross-selling and up-selling, the customer service experience stages, and methods to increase customer retention. The test is aimed at building student knowledge of implementing CRM marketing initiatives to boost customer loyalty.

Uploaded by

Kugan Eshwaran
Copyright
© © All Rights Reserved
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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Name: ______________________________ ( ) Class: ________________________

Customer Relationship Management


PROGRESS TEST
Unit 5 – Implement CRM marketing initiatives to build
customer loyalty

SECTION A : Multiple-Choice Questions – 20 marks (2 marks each)

For each question, select the most appropriate answer and write the
corresponding letter in the brackets provided.

1 In which stage is a consumer likely to search for information when he recognizes


a specific problem or need?

(A) Purchase.
(B) Information search.
(C) Evaluation of alternatives.
(D) Problem or need recognition. ( )

2 Customer service representatives should be asking questions at which stage


to ascertain what are the problems or needs.

(A) Information search.


(B) Evaluation of alternatives.
(C) Post-purchase behaviour.
(D) Problem or need recognition. ( )

3 The longer you retain a customer, the less value you receive for your
acquisition cost.

(A) True
(B) False ( )

4 Which segmentation targets customers based on a predefined geographic


border.

(A) Geographic.
(B) Behavioural.
(C) Demographic.
(D) Psychographic. ( )

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Name: ______________________________ ( ) Class: ________________________

5 Which of the following focuses on the intrinsic traits your target customer
possesses. These traits can range from values, personalities, interests,
attitudes, conscious and subconscious motivators, lifestyles, and opinions.

(A) Geographic.
(B) Behavioural.
(C) Demographic.
(D) Psychographic. ( )

6. College goers and students would prefer casuals as compared to


professionals who would be more interested in buying formal shirts and
trousers. This statement shows that individual buying pattern is influenced by
their

(A) age.
(B) lifestyle.
(C) occupation.
(D) economic condition. ( )

7. Which one of the following is NOT a social trend?

(A) Cultural fads.


(B) Societal norms.
(C) Peer recommendations.
(D) Psychological responses. ( )

8. Jason wanted to purchase the new iphone at SingTel. The SingTel customer
service staff suggested Jason to buy a new phone case, a fast wireless
charger and a pair of ear buds. Which one of the following CRM marketing
initiative is the customer service staff demonstrating? CRM?

(A) Up-selling.
(B) Cross-selling.
(C) Customer retention.
(D) Customer profitability. ( )

9. The longer a brand retains a customer, the less it spends for acquisition cost
to attract a new customer.

(A) True
(B) False ( )

10. Which one of the following is NOT an example of behavioural segmentation?

(A) Customers’ knowledge base.


(B) The way consumers use the product.
(C) Subconscious motivators of consumers.

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Name: ______________________________ ( ) Class: ________________________

(D) Consumers’ attitudes towards the brand. ( )

SECTION B : Short Answer Questions - 30 marks (10 marks each)

Write your answers in complete sentences in the spaces provided.

11 Explain Event-Based Marketing. (10 marks)

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12(a) What is cross-selling and up-selling? (5 marks)

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Name: ______________________________ ( ) Class: ________________________

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12(b) List the 5 stages of service experience which customers go through.(5 marks)

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13 Explain the methods to increase customer retention. (10 marks)

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Name: ______________________________ ( ) Class: ________________________

*** THE END ***

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