Customer Relationship Management
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Course Introduction
Customer Relationship Management (CRM) explores the strategies, technologies, and practices organizations use to manage and analyze customer interactions and data throughout the customer lifecycle. This course covers the foundations of building strong customer relationships, the role of CRM software systems, and how data-driven insights can improve marketing, sales, and customer service outcomes. Students learn to design and implement CRM programs, understand customer segmentation and retention tactics, and measure the effectiveness of CRM initiatives, ultimately preparing them to enhance customer satisfaction and drive business growth.
Recommended Textbook
Consumer Behavior Buying Having and Being 11th Edition by Michael R. Solomon
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12 Chapters
1070 Verified Questions
1070 Flashcards
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Page 2
Chapter 1: Buying, Having, and Being: an Introduction to Consumer Behavior
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90 Verified Questions
90 Flashcards
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Sample Questions
Q1) Which form of relationship between product and customer is most at risk of the customer switching to a different brand of product?
A) self-concept attachment
B) nostalgic attachment
C) interdependence
D) love
Answer: C
Q2) George says that he sees everything as "black or white-no in between." George would most accurately be characterized as a(n) ________.
A) positivist
B) collectivist
C) interpretivist
D) consumerist
Answer: A
Q3) Explain the difference between a need and a want, giving an example of each.
Answer: A need is a basic biological motive that cannot be created by marketing. A want represents one way that individuals are taught by society and culture to satisfy a biological need. For example, thirst in general is a need, but thirst for a Pepsi or Coke is a want.
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Chapter 2: Decision-Making and Consumer Behavior
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90 Flashcards
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Sample Questions
Q1) List and define the five stages of the cognitive decision-making process.
Answer: The five stages are problem recognition, information search, evaluation of alternatives, product choice, and outcomes.
a. Problem recognition occurs whenever the consumer sees a significant difference between his or her current state of affairs and some desired or ideal state.
b. Information search is the process by which the consumer surveys his or her environment for appropriate data to make a reasonable decision.
c. Evaluation of alternatives-During this phase, the consumer evaluates the products in his or her consideration set.
d. Product choice-A product is or is not chosen to solve the buyer's problem.
e. Outcomes-If a product is selected, it will either be satisfactory or unsatisfactory. If no product is selected, the process may begin again at a future time.
Q2) A consumer who falls back on "mental rules of thumb" when making a decision is using heuristics.
A)True
B)False
Answer: True
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Page 4
Chapter 3: Cultural Influences on Consumer Decision-Making
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Sample Questions
Q1) What do we call the learning process when we learn the beliefs and behaviors endorsed by our own culture?
A) acculturation
B) enculturation
C) immersion
D) modeling
Answer: B
Q2) J. P. Stevens always looks perfect in his business suit. The colors are always right for the season and prevailing style. His tie has the proper knot, he does not wear a tie-tac, his handkerchief is the proper "two-fingers" above the pocket, and his socks and shoes do not distract from his overall look. Which of the following does J. P. seem to be adhering to with his "correctness"?
A) enacted behaviors
B) customs
C) mores
D) conventions
Answer: D
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Page 5
Chapter 4: Consumer and Social Well Being
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Sample Questions
Q1) The underground economy refers to used product sellers who sell in secondary markets. It is thought to make up ________ of the US gross national product.
A) less than 1%
B) 3-30%
C) 31-50%
D) more than 50%
Q2) Explain the meaning of a triple bottom-line orientation.
Q3) Materialistic values tend to focus on the individual rather than a group or family.
A)True
B)False
Q4) Though the Organization for Economic Cooperation and Development (OECD) outlaws bribery in business practices, it is still common in ________.
A) Japan
B) Mexico
C) Germany
D) all of the above
Q5) Why is demand for green products on the decline?
Q6) Discuss how materialism has changed in meaning.
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Chapter 5: Perception
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Sample Questions
Q1) Lifestyle, attributes, competitors, and quality are all dimensions marketers can use to carve out a brand's ________ in the marketplace.
A) sensory signature
B) position
C) priming
D) trade dress
Q2) A behavioral researcher studying how consumers use multi-sensory, fantasy, and emotional factors in selecting products is studying hedonic consumption.
A)True
B)False
Q3) Which of the following is NOT one of the three stages of the process of perception?
A) interpretation
B) adaptation
C) attention
D) exposure
Q4) Outline and explain the parts of the perceptual process that would allow a shopper to recognize a ketchup bottle in a supermarket.
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Chapter 6: Learning and Memory
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Sample Questions
Q1) Fixed-interval reinforcement explains why airlines' frequent flyer programs are so successful.
A)True
B)False
Q2) If a woman gets compliments after wearing Obsession perfume, she is more likely to keep buying the product and wearing it. What type of instrumental conditioning has occurred in the situation?
A) neutral reinforcement
B) positive reinforcement
C) negative reinforcement
D) symbolic reinforcement
Q3) Classical conditioning takes place when a(n) ________ is continuously matched with a(n) ________.
A) conditioned stimulus; conditioned response
B) unconditioned response; conditioned response
C) conditioned stimulus; unconditioned stimulus
D) unconditioned stimulus; unconditioned response
Q4) Define the terms learning and incidental learning.
Q5) Give a brief explanation of cognitive learning.
Q6) Compare and contrast classical and instrumental (operant) conditioning.
Page 8
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Chapter 7: The Self
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Sample Questions
Q1) Instead of spending the weekend working on the research paper due at the end of next week, Andrew decided to spend the weekend going out with friends. According to Freudian theory, which system dominated in Adam's decision?
A) the id
B) the superego
C) the anti-ego
D) the ego
Q2) ________ refers to a consumer's subjective evaluation of his or her physical self.
A) Looking-glass self
B) Self-concept
C) Ideal self
D) Body image
Q3) Define the self-concept and discuss the dimensions that can be used to describe the attributes of the self-concept.
Q4) A consumer is attached to an object to the extent that she relies upon it to maintain her self-concept.
A)True
B)False
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Chapter 8: Attitudes and Persuasion
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Sample Questions
Q1) What are the six major psychological principles that can influence people to change their minds or comply with a request? Be specific in your answer.
Q2) Rick Tuan has a unique problem. He must persuade a good friend to stop smoking. He knows that if he just says "Quit," his message will be rejected. Instead, Rick chooses to offer a ________ message in which he presents the positives and negatives of quitting smoking. He feels sure that this approach will have a greater likelihood of success with his friend.
A) supportive
B) low-involvement
C) two-sided
D) refutational
Q3) Describe the functional theory of attitudes and its components (functions).
Q4) A cola drink is preferred by a segment of cola drinkers, but the same segment almost always picks another cola brand in blind taste tests. The attitude formation for this product reflects the value-expressive function more than the utilitarian function.
A)True
B)False
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Chapter 9: Group and Situational Effects on Consumer Behavior
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Sample Questions
Q1) The pressure to conform that escalates as more and more group members "cave in" is called the ________ effect.
A) polarization
B) bandwagon
C) loafing
D) homophily
Q2) A ________ includes a buyer, a seller, a product or service and other factors, such as how the physical environment makes one feel.
A) postpurchase process
B) purchase process
C) consumption situation
D) psychological situation
Q3) If a consumer admires the qualities of another person and copies his or her behaviors, the person that is copied is said to have ________ power.
A) referent
B) informational
C) legitimate
D) coercive
Q4) Why are modern industrialized societies dependent upon perceptions of time?
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Chapter 10: Consumer Identity I: Sex Roles and Subcultures
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Sample Questions
Q1) What is a major difference between a Generation Y and a Generation X consumer?
A) Generation Y is more alienated from traditional culture than Generation X and is reached with more cynical promotional themes.
B) There are so many more members of Generation X than Generation Y that promoters use more mass communications with the Gen Xers and fewer one-on-one promotions.
C) There are no basic differences except what would be expected by their age differences.
D) Proportionally, less tobacco and alcohol will be purchased and consumed by Generation Y members than the Generation X cohort.
Q2) Gen Yers are the most diverse generation in American history.
A)True
B)False
Q3) In the process of ________, new immigrants adopt products, habits, and values they identify with the mainstream culture.
A) assimilation
B) maintenance
C) segregation
D) resistance
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12
Chapter 11: Consumer Identity 2: Social Class and Lifestyles
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Sample Questions
Q1) Tian Zhao's parents were peasants from central China. Tian got a degree in electronics from a university and now works for a medium-sized technology firm. Tian recently purchased a Canon camera and a Dell computer, and he wears Nike running shoes. He shares an apartment with a co-worker and hopes to buy a house in five years. Tian is a member of the mass class.
A)True
B)False
Q2) Psychologists use the term homogamy to describe "assortative mating." Which of the following phrases is the best illustration of homogamy?
A) Opposites attract.
B) Birds of a feather flock together.
C) Leave no stone unturned.
D) To the victor go the spoils.
Q3) When people are differentiated in terms of their aesthetic and intellectual preferences, a ________ concept is being applied.
A) cultural code designation
B) social cluster
C) taste culture
D) consumption constellation
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Page 13
Chapter 12: Networked Consumer Behavior:
Word-Of-Mouth, Social Media, and Fashion
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Sample Questions
Q1) Dungeons and Dragons is a role-playing game.
A)True
B)False
Q2) Explain several of the basic characteristics of social networks. Provide an example.
Q3) What term refers to the hardware system upon which a social game is played?
A) genre
B) platform
C) mode
D) milieu
Q4) Opinion leaders who are also early purchasers of a product are called ________.
A) early adopters
B) innovative communicators
C) newbies
D) generalized opinion leaders
Q5) Fashion is the process of social diffusion by which some group adopts a new style.
A)True
B)False
Q6) Compare and contrast the trickle-down, trickle-up, and trickle-across theories.
Page 14
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