MKT 558-CH 5

______ is a key e-CRM technique to tailor messages according to stated preferences or observed buyer behaviour.

• Retention

• Personalisation

• Reactivation

• None of the above

In e-CRM, customer retention refers to:

• monitoring of customer response to inform future messages.

• tailoring of messages in line with customer preferences and behaviours.

• a communications strategy with existing customers to deliver messages through e-mail, SMS and traditional media.

• All of the above.

In e-CRM, customer acquisition means:

• identifying the appropriate customers to target.

• attracting customers in the target profile to your website and encouraging them to opt-in.

• encouraging customers to purchase more expensive products which may also be in other categories.

• None of the above.

What is the typical relationship between satisfaction and loyalty?

• Loyalty is equivalent to satisfaction.

• There is no relationship between satisfaction and loyalty.

• and loyalty. Loyalty determines satisfaction

• Satisfaction determines loyalty.

Mass customisation is the use of technology to:

• deliver offers and products tailored for segments.

• deliver offers and products tailored for individuals.

• deliver offers and products tailored for individuals or segments.

• deliver offers and products tailored for prospects.

The concept of opt-in typically involves:

• using an incentive.

• the customer agreeing to receive marketing communications.

• the customer proactively selecting opt-in.

• All of the above.

______ data is information about how the customer has responded to campaigns.

• Profile data

• Transactional data

• Behavioural data

• Campaign history

______ data is information about the purpose of communications to the customer.

• Campaign history

• Profile data

• Transactional data

• Behavioural history

Online communities or social networks can assist with CRM through:

• identifying the highest value customers.

• advertising

• profiling customers.

• researching customer perceptions about products.