Summary
Summary mnm3712
- Institution
- University Of South Africa (Unisa)
mnm3712 assignment 1 2023 semseter 2
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ean-to-Cup, a coffee shop franchise, is in the process of developing CRM strategies toidentify its customers and to group them according to their customer lifetime value. It
identified a group of customers who have been visiting its coffee shops during the Covid-19
pandemic to use the shops’ Wi-Fi to work and who do not spend enough money while they
are there. On average, they buy one cup of coffee and drink tap water for the whole five
hours or more that they spend there. Bean-to-Cup has to decide how it is going to handle
these customers, that is, whether it should continue with the relationship or terminate it. If
Bean-to-Cup can predict that these customers will not be able to make a contribution in the
future, it is best not to spend its marketing budget on them.
The customers described in the scenario are called …
Select one:
a.
strangers
b.
barnacles
c.
true friends
d.
butterflies
Feedback
Barnacles are described in the scenario; they are low-profitability, long-term customers. .
Refer to page 188 in your textbook.
Barnacles are described in the scenario; they are low-profitability, long-term customers. .
Refer to page 188 in your textbook.
The correct answer is: barnacles
Question 2
Incorrect
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Question text
,MyBaby is a smartphone application that expecting mothers can download to track their
pregnancies. The expected due date of a baby can be saved on MyBaby’s servers. Even after
a baby has been born, MyBaby uses this information, with permission form their clients, to
send e-mails to the client about which milestones the baby should be reaching. For
example, even if a client’s child is already five years old, the client will still receive e-mails
that contain helpful tips. Consequently, MyBaby stays fresh in the minds of its clients.
This scenario is an example of …
Select one:
a.
online technologies.
b.
database mining and marketing.
c.
mobile CRM.
d.
web-based solutions.
Feedback
Database mining and marketing entails storing information about customers such as their
ID numbers or birth dates in order to send them personalised messages, resulting in a
positive effect on the company. Online technologies refer to the internet and social media
technologies. Web-based solutions are customer-directed or self-help solutions. Mobile
CRM refers to CRM software solutions for smartphones and mobile devices. Refer to page
226 of the textbook.
Database mining and marketing entails storing information about customers such as their
ID numbers or birth dates in order to send them personalised messages, resulting in a
positive effect on the company. Online technologies refer to the internet and social media
technologies. Web-based solutions are customer-directed or self-help solutions. Mobile
CRM refers to CRM software solutions for smartphones and mobile devices. Refer to page
226 of the textbook.
The correct answer is: database mining and marketing.
Question 3
Incorrect
Mark 0.00 out of 1.00
, Flag question
Question text
Employees of a small wooden toy manufacturer who sell products at Western Cape festivals
know exactly what is expected of them and what type of behaviour is regarded as
unacceptable since the corporate culture is determined and communicated by the owner of
the business.
Which type of corporate culture is best described in this scenario?
Select one:
a.
job culture
b.
person culture
c.
role culture
d.
power culture
Feedback
A power culture is usually found in smaller organisations, where the culture is defined by a
central person, a power source. Job culture is linked to the implementation of a specific
project, where a team is required to complete a specific task by cooperating with other
people who are concerned with that task. Person culture refers to a culture where an
individual determines the culture, and the culture of the organisation is subordinate to the
individual. Role culture refers to a bureaucracy – the power source is the position that the
individual holds. Refer to pages 207–208 of the textbook.
A power culture is usually found in smaller organisations, where the culture is defined by a
central person, a power source. Job culture is linked to the implementation of a specific
project, where a team is required to complete a specific task by cooperating with other
people who are concerned with that task. Person culture refers to a culture where an
individual determines the culture, and the culture of the organisation is subordinate to the
individual. Role culture refers to a bureaucracy – the power source is the position that the
individual holds. Refer to pages 207–208 of the textbook.
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