Introduction To Information Systems 4th Canadian Edition By Rainer – Test Bank

Chapter 11
Customer Relationship Management and Supply Chain Management

Question type: True/False

1) Over time, the customer relationship with vendors has become more personal.

Answer: False

Difficulty: Easy
Learning Objective: Identify the primary functions of both customer relationship management (CRM) and collaborative CRM.
Section Reference: 11.1 Defining Customer Relationship Management
AACSB: Information Technology
Bloomcode: Knowledge

2) Today, customers are becoming increasingly powerful.

Answer: True

Difficulty: Easy
Learning Objective: Identify the primary functions of both customer relationship management (CRM) and collaborative CRM.
Section Reference: 11.1 Defining Customer Relationship Management
AACSB: Information Technology
Bloomcode: Knowledge

3) The real problem with interacting with customers over the Web is that the company does not have an opportunity to make a good first impression in person.

Answer: True

Difficulty: Easy
Learning Objective: Identify the primary functions of both customer relationship management (CRM) and collaborative CRM.
Section Reference: 11.1 Defining Customer Relationship Management
AACSB: Information Technology
Bloomcode: Knowledge

4) CRM systems focus on marketing to masses of people.

Answer: False

Difficulty: Easy
Learning Objective: Identify the primary functions of both customer relationship management (CRM) and collaborative CRM.
Section Reference: 11.1 Defining Customer Relationship Management
AACSB: Information Technology
Bloomcode: Knowledge

5) CRM means that a company should interact with its customers as a group.

Answer: False

Difficulty: Easy
Learning Objective: Identify the primary functions of both customer relationship management (CRM) and collaborative CRM.
Section Reference: 11.1 Defining Customer Relationship Management
AACSB: Information Technology
Bloomcode: Knowledge

6) Properly designed CRM systems provide a single, enterprise-wide view of each customer.

Answer: True

Difficulty: Easy
Learning Objective: Identify the primary functions of both customer relationship management (CRM) and collaborative CRM.
Section Reference: 11.1 Defining Customer Relationship Management
AACSB: Information Technology
Bloomcode: Knowledge

7) In the past, customer data has been located all over the company, typically in the functional areas.

Answer: True

Difficulty: Easy
Learning Objective: Identify the primary functions of both customer relationship management (CRM) and collaborative CRM.
Section Reference: 11.1 Defining Customer Relationship Management
AACSB: Information Technology
Bloomcode: Knowledge

8) Tweets can be used as customer touch points.

Answer: True

Difficulty: Easy
Learning Objective: Identify the primary functions of both customer relationship management (CRM) and collaborative CRM.
Section Reference: 11.1 Defining Customer Relationship Management
AACSB: Information Technology
Bloomcode: Knowledge

9) Transactional CRM systems provide interactive communication with the customer throughout the organization.

Answer: False

Difficulty: Easy
Learning Objective: Identify the primary functions of both customer relationship management (CRM) and collaborative CRM.
Section Reference: 11.1 Defining Customer Relationship Management
AACSB: Information Technology
Bloomcode: Knowledge

10) For purposes of efficiency, customer data are best stored in the functional areas of the organization.

Answer: False

Difficulty: Easy
Learning Objective: Identify the primary functions of both customer relationship management (CRM) and collaborative CRM.
Section Reference: 11.1 Defining Customer Relationship Management
AACSB: Information Technology
Bloomcode: Knowledge