20春学期《客户关系管理》在线平时作业3

adminhan

对于企业而言,不同客户之间的差异主要在于(      )
A:年龄和性别
B:身高和体重
C:商业价值和需求
D:收入和居住位置

客户对供电公司所提供的电力服务的使用是基于以下哪种类型的忠诚 (      )
A:垄断忠诚
B:亲友忠诚
C:惰性忠诚
D:信赖忠诚

对于企业来说,达到（&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; ）是基本任务，否则产品卖不出去；而获得<span>&nbsp;（&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; ）</span>是参与竞争取胜的保证。
A:<span style="FONT-SIZE: 10.5pt; FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'; mso-bidi-font-family: 'Times New Roman'; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA">客户忠诚，客户满意</span>
B:<span style="FONT-SIZE: 10.5pt; FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'; mso-bidi-font-family: 'Times New Roman'; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA">客户价值，客户忠诚</span>
C:<span style="FONT-SIZE: 10.5pt; FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'; mso-bidi-font-family: 'Times New Roman'; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA">客户满意，客户价值</span>
D:<span style="FONT-SIZE: 10.5pt; FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'; mso-bidi-font-family: 'Times New Roman'; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA">客户满意，客户忠诚</span>

满意度和忠诚度之间的关系，在以下哪个关系中表现得最为紧密？（ ）
A:<p><span style="font-size: 10.5pt; font-family: 宋体;">行业竞争激烈的企业客户关系</span></p>
B:<p><span style="font-size: 10.5pt; font-family: 宋体;">实施客户积分计划的企业客户关系</span></p>
C:<p><span style="font-size: 14px;font-family: 宋体">退出成本/门槛高的企业客户关系</span></p>
D:<p><span style="font-size: 10.5pt; font-family: 宋体;">专利技术产品企业客户关系</span></p>

一对一营销中主要将竞争重点集中于理念和方式等因素,下列不是竞争重点的是(      )
A:追求市场占有率
B:追求客户占有率
C:注重客户差别化
D:强调范围经济

(      )是客户在较长时间内对企业产品或服务保持的选择偏好与重复性的购买。
A:重复购买
B:客户忠诚
C:客户满意
D:客户偏好

客户关系管理营销策略成功实施的关键是（ ）
A:<p><span style="font-size: 10.5pt; font-family: 宋体;">发掘潜在顾客</span></p>
B:<p><span style="font-size: 10.5pt; font-family: 宋体;">留住低贡献客户</span></p>
C:<p><span style="font-size: 10.5pt; font-family: 宋体;">保持客户忠诚度</span></p>
D:<p><span style="font-size: 10.5pt; font-family: 宋体;">培育负值客户</span></p>

如果要获得客户满意度数据，需要进行定量调查。企业首先要具备（&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; ），能快速、准确地找到客户，这是企业的基础管理工作。
A:<span style="FONT-SIZE: 10.5pt; FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'; mso-bidi-font-family: 'Times New Roman'; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA">客户购买信息数据库</span>
B:<span style="FONT-SIZE: 10.5pt; FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'; mso-bidi-font-family: 'Times New Roman'; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA">客户满意度数据库</span>
C:<span style="FONT-SIZE: 10.5pt; FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'; mso-bidi-font-family: 'Times New Roman'; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA">客户档案数据库</span>
D:<span style="FONT-SIZE: 10.5pt; FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'; mso-bidi-font-family: 'Times New Roman'; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA">客户价值数据库</span>

数据挖掘的技术基础是(     )
A:客户忠诚
B:数据库
C:人工智能
D:知识管理

以下关于CLP分析法正确的是：（&nbsp;&nbsp;&nbsp;&nbsp; ）
A:<p><span style="font-size: 10.5pt; font-family: 宋体;">铅质客户具有较高的当前价值</span></p>
B:<p><span style="font-size: 10.5pt; font-family: 宋体;">黄金客户的当前价值和增值潜力都很高</span></p>
C:<p><span style="font-size: 10.5pt; font-family: 宋体;">对于白金客户应不遗余力地去保持和增强客户关系</span></p>
D:<p><span style="font-size: 10.5pt; font-family: 宋体;">由于铁质客户的价值不高，所以企业不应投入资源去维护</span></p>

<span style="FONT-SIZE: 10.5pt; FONT-FAMILY: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'; mso-bidi-font-family: 'Times New Roman'">下面哪种应用是关注企业与供应商、合作者和外协厂家的高效集成与协调运作？</span>
A:<span lang="EN-US" style="FONT-SIZE: 10.5pt; FONT-FAMILY: 'Times New Roman'; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA; mso-fareast-font-family: 宋体">SCM</span>
B:<span lang="EN-US" style="FONT-SIZE: 10.5pt; FONT-FAMILY: 'Times New Roman'; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA; mso-fareast-font-family: 宋体">CRM</span>
C:<span lang="EN-US" style="FONT-SIZE: 10.5pt; FONT-FAMILY: 'Times New Roman'; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA; mso-fareast-font-family: 宋体">ERP</span>
D:<span lang="EN-US" style="FONT-SIZE: 10.5pt; FONT-FAMILY: 'Times New Roman'; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA; mso-fareast-font-family: 宋体">MIS</span>

最初的CRM在20世纪90年代初投入使用，主要是基于（&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; ）的解决方案，如销售队伍自动化（SFA）和客户服务支持。
A:<span style="FONT-SIZE: 10.5pt; FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'; mso-bidi-font-family: 'Times New Roman'; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA">企业</span>
B:<span style="FONT-SIZE: 10.5pt; FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'; mso-bidi-font-family: 'Times New Roman'; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA">部门</span>
C:<span style="FONT-SIZE: 10.5pt; FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'; mso-bidi-font-family: 'Times New Roman'; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA">互联网</span>
D:<span style="FONT-SIZE: 10.5pt; FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'; mso-bidi-font-family: 'Times New Roman'; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA">个人</span>

CRM系统中，（<span>&nbsp;&nbsp;&nbsp; &nbsp;&nbsp; </span>）主要是对商业机遇、销售渠道进行整理。
A:<span style="FONT-SIZE: 10.5pt; FONT-FAMILY: 宋体; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA; mso-bidi-font-size: 12.0pt; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'; mso-bidi-font-family: 'Times New Roman'">市场管理</span>
B:<span style="FONT-SIZE: 10.5pt; FONT-FAMILY: 宋体; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA; mso-bidi-font-size: 12.0pt; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'; mso-bidi-font-family: 'Times New Roman'">客户管理</span>
C:<span style="FONT-SIZE: 10.5pt; FONT-FAMILY: 宋体; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA; mso-bidi-font-size: 12.0pt; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'; mso-bidi-font-family: 'Times New Roman'">渠道管理</span>
D:<span style="FONT-SIZE: 10.5pt; FONT-FAMILY: 宋体; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA; mso-bidi-font-size: 12.0pt; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'; mso-bidi-font-family: 'Times New Roman'">销售管理</span>

在客户关系管理系统的功能当中,以下(     )不在客户关系管理的范畴之内。
A:销售管理
B:采购管理
C:呼叫中心
D:数据挖掘

如同MRPⅡ系统能保证企业资源有效利用一样，从根本上说，采用（&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; ） 可以在制度、程序方面保证客户满意度不断提高。
A:<p><span style="font-size:14px;font-family: 宋体">ERP</span><span style="font-size:14px;font-family: 宋体">系统</span></p>
B:<p><span style="font-size:14px;font-family: 宋体">SCM</span><span style="font-size:14px;font-family: 宋体">系统</span></p>
C:<p><span style="font-size:14px;font-family: 宋体">CIS</span><span style="font-size:14px;font-family: 宋体">系统</span></p>
D:<p><span style="font-size:14px;font-family: 宋体">CRM</span><span style="font-size:14px;font-family: 宋体">系统</span></p>

<span style="FONT-SIZE: 10.5pt; FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'; mso-bidi-font-family: 'Times New Roman'; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA; mso-bidi-font-size: 12.0pt">客户价值管理的根本目的是使企业的经营理念、能力、过程及组织结构与客户感知的价值因素相适应，以向客户传递最大化的价值。</span>
A:错误
B:正确

<span style="FONT-SIZE: 10.5pt; FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'; mso-bidi-font-family: 'Times New Roman'; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA">客户关系管理首先是</span><span lang="EN-US" style="FONT-SIZE: 10.5pt; FONT-FAMILY: 'Times New Roman'; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA; mso-fareast-font-family: 宋体">&ldquo;</span><span style="FONT-SIZE: 10.5pt; FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'; mso-bidi-font-family: 'Times New Roman'; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA">以客户为中心</span><span lang="EN-US" style="FONT-SIZE: 10.5pt; FONT-FAMILY: 'Times New Roman'; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA; mso-fareast-font-family: 宋体">&rdquo;</span><span style="FONT-SIZE: 10.5pt; FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'; mso-bidi-font-family: 'Times New Roman'; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA">的管理理念。</span>
A:错误
B:正确

<span style="FONT-SIZE: 10.5pt; FONT-FAMILY: 宋体; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA; mso-bidi-font-size: 12.0pt; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'; mso-bidi-font-family: 'Times New Roman'">实施了运营型</span><span lang="EN-US" style="FONT-SIZE: 10.5pt; FONT-FAMILY: 'Times New Roman'; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA; mso-fareast-font-family: 宋体; mso-bidi-font-size: 12.0pt">CRM</span><span style="FONT-SIZE: 10.5pt; FONT-FAMILY: 宋体; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA; mso-bidi-font-size: 12.0pt; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'; mso-bidi-font-family: 'Times New Roman'">后，企业的销售管理、营销管理和客户服务与支持管理的水平自动就会提升。</span>
A:错误
B:正确

<span style="FONT-SIZE: 10.5pt; FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'; mso-bidi-font-family: 'Times New Roman'; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA; mso-bidi-font-size: 12.0pt">有人形容</span><span lang="EN-US" style="FONT-SIZE: 10.5pt; FONT-FAMILY: 'Times New Roman'; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA; mso-fareast-font-family: 宋体; mso-bidi-font-size: 12.0pt">&ldquo;</span><span style="FONT-SIZE: 10.5pt; FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'; mso-bidi-font-family: 'Times New Roman'; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA; mso-bidi-font-size: 12.0pt">一个满意的客户胜过十个推销员</span><span lang="EN-US" style="FONT-SIZE: 10.5pt; FONT-FAMILY: 'Times New Roman'; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA; mso-fareast-font-family: 宋体; mso-bidi-font-size: 12.0pt">&rdquo;</span><span style="FONT-SIZE: 10.5pt; FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'; mso-bidi-font-family: 'Times New Roman'; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA; mso-bidi-font-size: 12.0pt">。这也是企业为何要将客户满意度作为营销管理的核心内容的一个主要原因。</span>
A:错误
B:正确

<span style="FONT-SIZE: 10.5pt; FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'; mso-bidi-font-family: 'Times New Roman'; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA; mso-bidi-font-size: 12.0pt">企业内部管理的需求是</span><span lang="EN-US" style="FONT-SIZE: 10.5pt; FONT-FAMILY: 'Times New Roman'; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA; mso-fareast-font-family: 宋体; mso-bidi-font-size: 12.0pt">CRM</span><span style="FONT-SIZE: 10.5pt; FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'; mso-bidi-font-family: 'Times New Roman'; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA; mso-bidi-font-size: 12.0pt">兴起的技术保障。</span>
A:错误
B:正确