1. While many catalog retailers send out a standard catalog to all potential customers, Land’s End uses information it has gathered about customers in its CRM system to target the catalog to the individual. This approach used by Land’s End is an example of the _____ approach.

2. _____ is the addition of information to customer or prospect records for the purpose of better describing or better determining the responsiveness of customers or prospects.

3. Most airlines have considerable information regarding their frequent fliers, some of which was purchased from outside vendors. Purchasing information on customers to better describe their needs or to determine how responsive they might be to marketing programs is called.

4. Sony wants to build long-lasting relationships by focusingon what satisfies and retains their customers. For example, Sony’s Playstation Web site is designed to create a community of users who can join PlayStation Underground where they will 'feel like they belong to a subculture of intense gamers.' Sony evidently:

5. Ford Motor Company has launched an online effort to market its F-Series trucks. It hopes to use its database capabilities to capture valuable data on car buyers. Ford plans on cross-referencing new F-series owners with the database generated from this online campaign to see how many names are duplicated. Ford will use these data to forecast which campaigns have the greatest probability of success. Which of the following methods will Ford most likely use to analyze these data.

6. The Home Court Advantage Program is an example of a _____ program.

7. Drugstore chain CVS has an ExtraCare program that allows customers to register for a card that is swiped prior to each purchase and gives discounts and offers special in-store promotions. The most likely reason why CVS implemented this reward program is to:

8. Jan Riddle has limited money to invest in a mailing to people who might be interested in subscribing to a new magazine about raising children on the autism spectrum. She wants to mail to those prospects with the highest probability of becoming subscribers. Riddle should use

9. Best Buy instituted a system in all of its stores that customizes their product offerings for the five key customer segments it has identified: affluent professional males, young entertainment enthusiasts, upscale suburban moms, families who are practical technology adopters, and small businesses with less than 20 employees. This focus implies that Best Buy is:

10. _____ is the process of breaking large groups of customers into smaller, more homogeneous groups.

11. CRM concerns many Americans because:

12. Les Ailes de la Mode, a Quebec retail store that promotes the highest quality customer service, has not only established itself as a top retailer in the province, but also as a credit card and point program company, a cataloger and Internet seller, and even a publisher. Through gathering customer information for its credit cards and point program, through catalog and Internet orders, and through subscriptions to its publications, Les Ailes de la Mode has created several different:

13. The Gramm-Leach-Bliley Act enforces privacy guidelines:

14. All of the following are obstacles faced by multinational companies building worldwide databases EXCEPT:

15. A(n) _____ is the point at which a customer and a company representative exchange information and develop learning relationships.

16. L.L. Bean, Inc. has been reducing the number of catalogs it sends out while increasing its sales and profits. With _____, L.L. Bean now identifies customers who have purchased recently and often and have spent considerable money. Such customers are most likely to purchase again.

17. Customer-centric is an internal management philosophy similar to:

18. When General Mills employees share information about customers gathered through the Que Rica Vida initiative, they are practicing:

19. American Airlines gives its gate employees the authority to hold up a connecting flight when a ConciergeKey member’s incoming flight is delayed. The delegation of this authority to a gate employee is called.

20. Walmart captures point-of-sale transactions from thousands of stores in several countries and continuously transmits these data to its massive data warehouse. Wal-Mart allows more than 3,500 suppliers to access data on their products and perform data analyses. These suppliers use the data to identify customer buying patterns at the store level. They use this information to manage local store inventory and identify new merchandising opportunities. Both Wal-Mart and its suppliers are engaged in:

21. In a CRM system, _____ are all areas of the business where customers have contact with the company and data may be gathered and used to guide and direct the decision making within that business unit.

22. Leah wants to develop a mailing list of people who have participated in bicycle rides for charities. She has offered to purchase a list of last year’s Alabama-based Ride for Life, which was held to raise funds for cancer research. Leah is building a(n) _____ list.

23. General Mills’ Que Rica Vida magazine encourages customers to visit the accompanying Web site to vote and provide ratings and feedback on their favorite recipes. The company then sends a 'thank you' email for responding to their Web site. All of these activities show that General Mills is:

24. Which of the following would be an example of 'social' CRM?

25. As the second step in the CRM cycle a company must: