"Customer relationship management" multiple choice questions

1. Only large enterprises need to implement customer relationship management. (6)

2, the implementation of customer relationship management is to buy a CRM software, and fully use it in the enterprise. (6)

3, consumers are hierarchical, different levels of customers need enterprises to adopt different customer strategies, and customers can be regarded as a whole, there is no need to strictly distinguish. (6)

Loyal customers come from satisfied customers, and satisfied customers are not necessarily loyal customers. (6)

5. delivering extraordinary value to customers can undoubtedly bring business success, so as long as it is realized? 100% all customer satisfaction? It will definitely bring profits to the enterprise. (6)

6. The cost of maintaining old customers is much higher than the cost of attracting new customers. (6)

7. Customers with large demand and repeated consumption are our big customers. (ton)

8. In the analysis of key customers, the service needs of consumer goods customers and commercial customers are the same. (6)

9. When evaluating customer satisfaction, we will consider customers' expectations and feelings. (ton)

10, high customer satisfaction does not necessarily mean high customer loyalty. (ton)

1 1. Loyal customers come from satisfied customers, and satisfied customers must be loyal customers. (6)

12. Although delivering extraordinary value to customers can undoubtedly bring commercial success, what is achieved? 100% all customer satisfaction? It may not bring profits to the enterprise. (ton)

12, the cost of maintaining old customers is much lower than the cost of attracting new customers. (ton)

13. In the analysis of key customers, the purchase amount of consumer goods customers and commercial customers is the same. (6)

14, high customer satisfaction indicates high customer loyalty. (6)

15, the emergence of customer relationship management is promoted and facilitated by the renewal of enterprise management mode, the promotion of enterprise core competitiveness and the support of electronic wave and information technology. (ton)

16, according to the 80/20 rule, customers are classified and managed, so that enterprises can concentrate on serving the most valuable customers in infinite resources and eliminate the invalid customers who cannot create profits for enterprises. (6)

17, customer satisfaction = actual perceived effect-expected value. If the perceived effect is lower than expected, the customer will not be satisfied. (ton)

18. The purpose of customer relationship life cycle management is to rationally allocate enterprise resources according to different life stages of different customers. (ton)

19, CRM system has a lot of information about customers and potential customers. Enterprises should make full use of this information and analyze it, so that decision makers can have more complete information and make decisions in time. (ton)

20. Through the call center, enterprises can provide customers with more added value besides products, such as personalized consulting service and 24-hour telephone service, which will help improve customer satisfaction. (ton)

2 1. Customer service is after-sales service. (6)

22. Lost customers refer to customers who are extremely dissatisfied, very dissatisfied and have a general attitude, excluding customers who are extremely satisfied. (6)

23. Customers are not necessarily outside the enterprise. (ton)

24. Product consultation, product installation and product maintenance are passive services provided by enterprises. (6)

The performance of customer loyalty is that customers are willing to be loyal to the enterprise. (6)

26. If the enterprise has few customers and high profit margin, it is advisable to adopt partnership marketing relationship. (6)

27. The most basic function module in CRM system is sales automation. (ton)

28. The so-called customer share refers to the share of enterprises in the similar consumption of customers. The greater its value, the higher the customer's loyalty to the enterprise. (ton)

29. Not all lost customers are worth keeping. (ton)

30. What is the core of one-to-one marketing? Customer share? Center. (ton)

3 1. The turnover rate of enterprise customers is inversely proportional to the life cycle of customer groups. (ton)

32. The first step to realize CRM system is to formulate the strategic objectives of CRM. (ton)

33. Database marketing aims at customer satisfaction. (ton)

34. The customer pyramid is based on important customer behaviors, such as sales revenue or profit. (ton)

35. Relationship marketing believes that products are a means for enterprises to make profits. (6)

For enterprises, it is more important to help customers succeed than to satisfy them. (6)

37. Customer care refers to the enterprise's concern for customers in the service field. (6)

38. Very satisfied customers will become dissatisfied customers because of changes in expectations. (ton)

39. Sales automation is the most basic functional module in CRM system, which mainly manages business opportunities, customer data and sales channels. (ton)

40, assuming that the enterprise customer churn rate is 20%, then the life cycle of the customer base is 5 years. (ton)

Second, multiple choice questions

1, call center is a new integrated information service system based on (b).

A, IT technology b, CTI technology c, WEB technology d, CRM technology

2. The (a) function of analytical CRM allows CRM to store and manage information related to sales activities, and turn customer transactions and interaction events into meaningful and profitable sales opportunities.

A, promotion management B, personalization and standardization C, customer analysis and modeling D, customer communication

3. The technical core of 3.CRM is (b)

A, database b, data warehouse c, metadata d, database technology

4. In the increasingly fierce market competition environment, it is difficult for enterprises to retain customers only by product quality, and (b) it becomes another trump card for enterprises to win the competition.

A, product b, service c, competition d, price

5. The 2: 8 principle of famous economics refers to (D)

A, 80% of the company's sales come from 20% of its old customers. B, the company has 80% new customers and 20% old customers.

C. 80% employees of the enterprise serve 20% old customers. D, 80% of the profits of the enterprise come from 20% of the old customers.

6, the core theme of the word customer relationship management is (a)

A, customer b, relationship c, service d, management

7. The ultimate goal of customer relationship management is to maximize (C).

A, customer resources B, customer assets C, customer lifetime value D, customer relationship

8. In customer relationship management, what is not 4P strategy is (D).

A, product b, price c, promotion d, market

9. Customer developers' management of potential customers mainly starts with (b) and importance.

A, urgency b, foresight c, advance d, profitability

10, the formula of customer satisfaction exceeding expectations is (a)

A. perceived service >; Expected service b, perceived service

1 1. When the customer has only one unsatisfied expectation, (d) is not our coping skill.

A, explain the reason B, show understanding of customer expectations.

C, provide more effective solutions d, argue with customers.

12. Why did the customer complain? The most fundamental reason is (1).

A, the customer didn't get the expected expectation B, the customer got the expected expectation.

C, the quality of our products is not good D, our follow-up service is not good.

13 and (c) cannot be used as information acquisition channels for customer dissatisfaction surveys.

A, existing customers B, potential customers C, lost customers D, competitor customers

14. In key account management, (d) is the highest level of customer service.

A. Personalized service B. Personalized products C. Active service D. Providing strategic support and cooperation.

15, (c) is the purpose of key customer sales.

A, earn profits b, reduce inventory c, obtain long-term sustainable profits d and gain market competitive advantage.

16, in the implementation of customer management, the so-called grasp? Big? Release? Small? The correct statement is (d).

A, only serve big customers B, only serve small and medium-sized customers C, give up small and medium-sized customers D, and treat small and medium-sized customers with caution.

17 and (c) are not necessary conditions for implementing personalized service.

A, service B, good brand image C, good corporate profitability D, products

Phase 18 and (b) do not belong to the life cycle phase of customer relationship.

A, incubation period b, adjustment period c, growth period d and maturity period

19, (a) is the total value of customers' direct and indirect contributions to the enterprise in the whole customer life cycle from the beginning to the end of the relationship between customers and enterprises.

A, customer lifetime value b, creating value c, acquiring value d and delivering value.

20, in a highly competitive industry, the correlation between customer satisfaction and customer loyalty is (a)

A, bigger B, smaller C, irrelevant D and customer loyalty are the basis of customer satisfaction.

2 1, in customer relationship management, (c) is not the expression of customer loyalty.

A, have feelings and dependence on the brand of the enterprise; b, repeat purchase.

C don't complain even if the product is not satisfied. D. I have recommended the company's products to my friends around me.

22, the highest level of network customer service is (C).

A. One-way information service B. Preliminary personalized information service C. Personalized interactive service D. Customized service

23. In customer relationship management, what is not the 4P strategy is (D).

A, product b, price c, promotion d, market

24. Customer loyalty is based on (c), so it is very important to provide high-quality products, impeccable basic services and increase customer care.

A, customer profitability b, customer total cost c, customer satisfaction d, customer value.

25, (c) is the characteristic of big customers.

A, the organizational structure of the purchasing object is simple; B, the purchase volume is small; C. Whether the procurement process is reasonable; D, low service requirements.

26, (a) is the customer's choice preference and long-term repeated purchase of enterprise products or services.

A, repeat purchase b, customer loyalty c, customer satisfaction d, customer preference

27, customer satisfaction or customer loyalty is wrong (c).

A, customer satisfaction is a kind of psychological satisfaction B, customer loyalty is a continuous trading behavior.

C, customer satisfaction is the fundamental purpose of customer relationship management D, customer loyalty is the fundamental purpose of customer relationship management.

28, in customer relationship management, for the analysis and evaluation of customer value, commonly used so-called? 28 principle? (80/20PareToPrinciple), this principle refers to (b).

A VIP customers and ordinary customers are usually distributed in a ratio of 20: 80.

B, 80% or more of the profits of enterprises come from 20% of customers, and 80% of customers bring less than 20% of the profits to enterprises.

C the distribution ratio between internal customers and external customers is 20: 80.

D, 80% of the profits of enterprises come from 80% of customers, and 20% of customers bring 20% of the profits to enterprises.

29. In customer relationship management, customer groups can be subdivided according to different dimensions, customer value, relationship between customers and enterprises, and customer status. Which of the following four options is different from the other three? (4)

A, corporate customers B, internal customers C, channel distributors and agents D, VIP customers

30. In customer relationship management, which two factors determine customer satisfaction? (1)

A, customer's expectation and perception b, customer's complaint and loyalty c, product's quality and price d, product's performance and price.

32. In customer relationship management, customer groups can be subdivided according to different dimensions, customer value, the relationship between customers and enterprises, and customer status. Which of the following customer types does not belong to the classification based on customer status? (4)

A, new customers B, loyal customers C, lost customers D, small and medium-sized merchants

33. Which of the following customer service tools does not belong to the front-end service function of customer relationship management in e-commerce environment? (4)

A. Personalized web service function B. Online customer service C. Order self-tracking service D. Customer status analysis

34, in the customer relationship management strategy,? Loss warning? Which of the following key factors is managed? (3)

A, customer satisfaction b, customer loyalty c, customer status d, customer cost.

35. What kind of loyalty is the customer based on when using the power service provided by the power supply company?

(1)

A, monopoly loyalty b, relatives and friends loyalty c, inertia loyalty d, trust loyalty

36. What kind of loyalty does CRM study? (4)

A, monopoly loyalty b, relatives and friends loyalty c, inertia loyalty d, trust loyalty

37. What is the closest relationship between satisfaction and loyalty? (AA)

A, corporate customer relationship is fiercely competitive with the industry; b, corporate customer relationship and customer points plan.

C. Corporate customer relationship with high exit cost/threshold D. Corporate customer relationship with patented technology products

38. In the concept of customer relationship management, which method is usually used to predict the value of customers?

(1)

A, the long-term value or lifetime value of customers b, the value generated during the peak period of customer consumption.

C. Value created by customers during the period from new customers to lost customers.

D. Value generated by customers from potential customers to real enterprise customers.

39. Among the functions of customer relationship management system, which of the following management functions does not belong to the scope of customer relationship management? (2)

A, sales management B, procurement management C, call center D, data mining

40, the ultimate goal of enterprise customer relationship management is (b)

A, grasp the customer's consumption trend; B. Provide personalized services according to customers' personalized characteristics to maximize customer value.

C, do a good job in customer service d, collect as much customer information as possible.

4 1. Which of the following descriptions about CRM is incorrect? (4)

1. CRM is an intelligent information processing system.

B, CRM will enterprise experience, management orientation? Customer-centric? A set of management and decision-making methods based on

C, CRM stores, processes, analyzes and arranges the collected data and information (data mining), and obtains useful results for enterprise decision-making and support.

D, CRM system through understanding customer needs, integration of enterprise internal manufacturing capacity, improve enterprise production efficiency. From a technical point of view, it refers to the methods, software systems and even internet facilities that help enterprises to manage customer relationships in an organized way.

42, the technical basis of data mining is (C)

A, customer loyalty B, database C, artificial intelligence D, knowledge management

43、 ? The market situation is a seller's market, and the general trend is that products are in short supply? It is the basic condition of the first stage of the evolution of enterprise management concept.

A, output value center theory B, sales center theory C, profit center theory D, customer center theory

44.(d) It is considered that the task of the organization is to determine the needs, wishes and interests of the target market, and to provide the desired satisfaction of the target market more effectively and favorably than competitors by protecting or improving consumers and social welfare.

A, production concept B, product concept C, marketing concept D, social marketing concept

45, according to the customer importance classification, customers can be divided into (b)

A. Potential customers, new customers, old customers and loyal customers

B. VIP customers, important customers and ordinary customers

C, basic, passive, responsible, active, partner.

Lead customers, iron customers, gold customers and platinum customers.

46, the measure of customer value is (C)

A, customer profit b, customer cost c, customer lifetime value d, customer delivered value

47. (1) Customer relationship management was first proposed.

a、Gartner Group B、IBM C、NCR D、Boston Hurwitz Group

48. It is generally believed that (b), which first appeared in the United States in the early 1980s, was the bud of CRM.

A, customer service B, contact management C, marketing management D, customer alliance

49, for enterprises, the difference between different customers mainly lies in (c)

A, age and sex b, height and weight c, business value and demand d, income and residence.

50, the main feature of the fourth generation call center is (D)

A, integrated CTIb, integrated ACDc, integrated IVRd, and integration with the Internet.

5 1. Among the following options, (c) is the correct description of the concept of data warehouse.

A data warehouse is a data set that has nothing to do with time and cannot be modified.

Data warehouse is a process-oriented and integrated data collection.

C data warehouse is a subject-oriented and time-related data collection in enterprise management and decision-making.

D data warehouse is a time-varying and unstable data set.

52, the following options do not have the characteristics of data warehouse is (c)

A, theme-oriented B, time-varying C, invariant D, integration

53, the following statement is correct (b)

A. The cost of winning new customers is low; B, the cost of retaining old customers is low.

C the cost of winning new customers is similar to the cost of retaining old customers.

D, the cost of winning new customers and retaining old customers should be determined according to the actual situation.

54, today's CRM system is mainly divided into analytical CRM and (b).

A. commercial CRM B, operational CRM C, data CRM D and cooperative CRM.

55. From the perspective of management, CRM is based on (d).

A, product-centric, data-centric, service-centric, customer-centric.

56, call center CTI refers to (b)

A, call management system B, computer telephone integration C, host application D, interactive voice response

57. CRM mainly includes three elements: people, technology and (a)

A, process b, information c, customer d and data

58, CRM refers to (a)

A, customer relationship management B, enterprise resource planning C, supply chain management D, human resource management

59, the customer's expected quality of service can be expressed by (b).

A, company value b, customer delivered value c, customer loyalty d and customer relationship value.

60. The source of customer interest loyalty does not include (D)

A, price incentive B, promotion policy C, product promotion discount D, convenience

6 1, in customer relationship management, customer satisfaction is determined by the following factors (a).

A, customer's expectation and perception b, customer's complaint and loyalty c, product's quality and price d, product's performance and price.

62, customer loyalty type does not include (D)

A. Incentive loyalty B. Monopoly loyalty C. Potential loyalty D. Historical loyalty

63, in the customer relationship management, which of the following situations have customer loyalty performance (C)?

A, feelings and dependence on corporate brands B, repeated purchases

C. Even if you are not satisfied with the products of the enterprise, you will not complain from the enterprise. D. you are willing to recommend the products of the company to your friends around you.

64, the following does not belong to the customer loyalty measurement index is (D)

A, the selection time when buying b, the sensitivity to price c, the attention to the brand d, and the number of times customers buy products is less.

65, in the implementation level of customer relationship management strategy, at the top is (a)

A, company vision and strategy b, corporate values c, business process design d, corporate culture

67, the characteristics of relationship marketing does not include (D)

A. Two-way communication B. Cooperation C. Win-win D. Providing quality service

68, the core of CRM marketing is (a)

A, customer-centeredness B, integration C, database application D, data mining

69, according to the concept of data warehouse, we can find that the characteristics of data warehouse does not include the following (d)

A, theme-oriented, integrity, relative stability and does not reflect historical changes.

70. Customer value In the life cycle stage of (b), customer relationships are on the rise and customer profits are increasing rapidly. With the gradual establishment of customer relationship and the improvement of customer loyalty, the customer churn rate will gradually decrease.

A, investigation period B, formation period C, stable period D, and decline period

The significance of 7 1 and (c) lies in increasing enterprise profits, reducing enterprise costs, and improving enterprise reputation and reputation.

A, customer care B, customer alliance C, customer maintenance D, customer loyalty

72, CRM refers to (a)

A, customer relationship management B, enterprise resource planning C, supply chain management D, human resource management

73, from the definition of customer value, we can see that the important symbol of measuring customer value is (a)

A, customer's perceived quality of enterprise products b, customer's expectation c, customer's relationship value d and customer's loyalty.

74. The greater the (c), the higher the customer satisfaction.

A, company value b, customer delivered value c, customer loyalty d, customer relationship price.

75, the source of customer loyalty does not include (D)

A, price incentive B, promotion policy C, product promotion discount D, convenience

76, in customer relationship management, which of the following is not the performance of customer loyalty (C)?

A, have feelings and dependence on the brand of the enterprise; b, repeat purchase.

C, even if you are not satisfied with the products of the enterprise, you will not complain to the enterprise.

D. willing to recommend the products of the company to friends around you.

77, the following does not belong to the customer loyalty measurement index is (D)

A, the choice of time when buying b, sensitivity to price

C. Pay attention to the brand D. Customers buy products less frequently.

78, the most basic level of customer satisfaction is (B)

A, spiritual satisfaction B, material satisfaction C, social satisfaction D, corporate behavior satisfaction

79, in the vertical level of customer satisfaction, in the highest level is (C).

A, material satisfaction b, spiritual satisfaction c, social satisfaction d, visual satisfaction

80, the basic way of direct contact between enterprises and customers is (B)

First, the producer? A middleman? Consumer b, producer? Consumer c, the middleman? Consumer d, producer? broker

8 1, about channels and contact information, the following statement is correct (a)

A. channels and contact points can complement each other. B. Channels and contact points are two unrelated resources of an enterprise.

C channels include telephone, fax and mail. D. There are only two kinds of contact points: direct contact point and indirect contact point.

82, the influencing factors of customer satisfaction, the customer's actual understanding of the product does not include (D).

A, product quality and efficacy B, customer's attitude and emotion C, customer's expectation of products

D, product drawings

83. Among the functions of customer relationship management system, the following (b) does not belong to the scope of customer relationship management.

A, sales management B, procurement management C, call center D, data mining

84, in the customer relationship management strategy implementation level, at the top is (a)

A, company vision and strategy b, corporate values c, business process design d, corporate culture

85, the relationship between the company's core concept and company values is (C)

A, the company's values are the externalization of the company's core ideas. B, the company's values are completely consistent with the company's core concept.

C, the company's core concept is the highest expression of the company's values D, the company's values have nothing to do with the company's core concept.

86, according to the customer's value, customer segmentation, the following division is correct (a)

A. general customers; Corporate customers; Channels, distributors and agents; Internal customers

B, retail consumers; Corporate customers; Agent; Internal customers

C. VIP customers, major customers, ordinary customers and small customers

D. type of submission; Caring type; Adaptive type; Indifferent type

87, enterprise business process reengineering, the organization should take (b) as the center.

A, service b, output c, task d, information

88, enterprise management process is mainly composed of (a) three parts.

A, marketing, sales and customer service B, procurement, production and sales

C, procurement, marketing and customer service D, production, sales and customer service

89, CRM management environment, customer cooperation management process reengineering content is divided into (a)

A, business information system, call center management and Web integrated management B, call center, business information system

C, business information system, contact center management d, contact center management and Web integrated management.

90, the starting point of enterprise business process is (b)

A, customer service B, customer demand C and customer satisfaction D, all of which are correct.

9 1, the following are not customer descriptive data (a)

A, sale at reduced price b, behavior hobby c, customer family member d, credit status

92, the core of CRM marketing is (a)

A, customer-centeredness B, integration C, database application D, data mining

93, according to the concept of data warehouse, we can find that the characteristics of data warehouse does not include the following (d)

A, theme-oriented, integrity, relative stability and does not reflect historical changes.

94, how to maximize the establishment and increase customer value, Berry and Parasu Raman summarized the relationship marketing level to create customer value, the highest level is (c).

A, first-level relationship marketing B, second-level relationship marketing C, third-level relationship marketing D and fourth-level relationship marketing

95, about customer information, the correct is (c)

A, can only come from outside the enterprise b, can only come from inside the enterprise.

C, it can come from both inside and outside the enterprise. D, the above are all wrong.

96, interactive marketing emphasizes (c)

A, the relationship between enterprises and affiliated enterprises is only transaction and competition C, one-way promotion of enterprises to consumers.

B. promote the interaction between enterprises and consumers in two ways. D. all of the above are correct.

97, the following belongs to the market promotion data is (b)

A, customer type b, gift distribution form c, company name d, hobbies.

98, the key to the successful implementation of customer relationship management marketing strategy is (C)

A, tap potential customers B, retain low-contribution customers C, maintain customer loyalty D, and cultivate negative customers.

99. Database marketing generally goes through six basic processes: data collection, (b) data use and data perfection.

A, data storage, searching for ideal consumers, data processing B, data storage, data processing, searching for ideal consumers.

C, finding ideal consumers, data processing and data storage D, data processing, finding ideal consumers and data storage.

100 in essence, the possible production boundary of modern enterprises is determined by (a).

A, enterprise core competence B, enterprise scale C, vertical production chain D, horizontal production chain