Exam (elaborations)

Test Bank for Managing Customer Experience and Relationships 3rd Edition

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Science

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University Of Toronto (U Of T )

Test Bank for Managing Customer Experience and Relationships 3rd Edition Managing Customer Experience and Relationships: A Strategic Framework Third Edition Don Peppers and Martha Rogers SAMPLE Test Questions Chapter 1: Evolution of Relationships with Customers and Strategic Customer Experi...

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Uploaded on July 28, 2022
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Test Bank for Managing Customer Experience
and Relationships 3rd Edition Peppers

1

, Managing Customer Experience and Relationships:
A Strategic Framework
Third Edition

Don Peppers and Martha Rogers

SAMPLE Test Questions

Chapter 1: Evolution of Relationships with Customers and Strategic Customer Experiences

Multiple choice: For the following questions, choose the best answer.

1. “Customer strategy” is: (pp. 3–5)
a. the capability of matching customers and messaging in any medium, whether
traditional or digital
b. finding customers for the products a company produces
c. creating customer value by increasing the value of the customer base
d. creating customer campaigns that win market share

2. Customer relationship management (CRM) is best characterized as: (pp. 5–6)
a. an enterprise-wide strategy
b. a marketing strategy
c. a customer service discipline
d. a software program
e. any of the above

3. For “Industrial Age” companies, competitive advantage is primarily based on: (pp. 3–4)
a. product innovation
b. brands
c. customer information
d. a and b

4. For “Interactive Age” companies, competitive advantage is primarily based on: (pp. 4–5)
a. product innovation
b. brands
c. customer information
d. a and b

5. Examples of customer-specific behaviors include all of the following except: (pp. 6–9)

2

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Exam (elaborations)

Test Bank for Managing Customer Experience and Relationships 3rd Edition

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