Multiple choice Answers

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Objectives that can be appropriate for Internet Marketing include:
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Building loyal customer relationships
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Web 2.0 characterised by:
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Services and co-creation
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Businesses have adopted the internet for marketing for the following:
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Attract new customers and customer retention
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One of the ways in which the Internet is changing business is:
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Increasing the need for speed and agility
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A phrase that describes value chains is:
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A seamless end-to-end integration throughout channel of distribution.
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Zara is successful in the highly competitive fashion industry is because
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It is able to get what fashion consumers want into store quickly
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The benefits of business integration include:
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Use existing bar code technology to track products
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A business model is
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how a company makes money and how a non-profit achieves its revenue goals
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Disintermediation is
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Eliminate the middle man
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The ____ manages and distributes data on the Internet
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Infomediary
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Rss feeds are
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A method of syndicating content
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The key function of the affiliate model is to
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Provide financial incentives to partners
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Objective of direct-response marketing program can include:
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generating a sales lead
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Among the use of CLV data to Harrah’s is
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To drive programs that increase customer values and to provide a powerful way to segment markets
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True statement about testing in the Internet environment are:
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Testing provides information that is not ordinarily available to marketers in the mass media environment
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Data mining is
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Data mining can uncover previously unsuspected patterns in the data
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An important use of customer lifetime value is
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To determine the allocation of marketing resources to marketing programs
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The ‘best customer model’ called RFM
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helps marketers determine what kinds of new customers to acquire
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Developing and using a customer database allowed Harrah’s to:
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Develop a model of how much a customer might expect to spend
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NikeID is an example of
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Product customisation
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Among the factors that have created:
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Smart phones and the Internet
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Online display advertising
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It is effective in acquiring customer and making sales
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____ is the concept that describes the degree of positive or negative feelings about a brand
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Brand Image
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Effective brand building requires
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Combining interactivity and information-driven direct response marketing
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Effective brand building is
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Balancing offline and online media and ensuring the best possible customer experience.
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The concept of a vook is
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embed high quality video in a textual content
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A true statement about marketers use of video
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Marketers need to make the video available on whatever device the consumer desires.
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Elements of video marketing strategy include
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Optimisation
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Once way to develop consumer-relevant content is to
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Telling engaging stories about product use and benefits
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Optimising videos for visibility require
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Use relevant keywords whenever possible
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Consumers are most likely to share videos that are posted on
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FaceBook
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Small business can utilize video advertising by
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Creating their own video channel
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Acquisition of online customers
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Acquisition of customer can make use of both online and offline techniques
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Internet acquisition tools include
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Affiliate programs and online display ads
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Best practice for developing rich media ads include
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Understand who your target audience is and how its members use the web
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Ad serving is necessary for most sites because
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Matching the availability of ad space on sites to advertiser needs is complicated and the software required is complex and expensive
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Predictive models can be used to
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Target unidentified users based on behaviours
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An optimised press release
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Contains rich media and links to website
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____ are designed to sign up other websites to sell products
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Portal deals
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Viral maketing
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It can bring a great deal of attention when it works
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The term used to describe the expressed willingness of consumers to receive further promotional material from the marketers.
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Opt-in
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The minimal acceptable standard for permission marketing is
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opt-out
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Steps in developing an email campaign
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measuring the results of a campaign
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The golden Rs of email marketing is include
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relevance
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Which internet marketing tool would be suited for viral marketing
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email
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The following are elements for a successful email promotional email
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A call to action and viral marketing options
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Good tip for successful email marketing is
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Make use of the subject line to increase response rate
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Why direct email marketing is superior to direct mail?
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Faster, higher response rate, cheaper
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Best practice of email marketing is
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Relevant messages
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The number of people who took action on the email divided by number if emails is called the
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click-through rate
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The basic marketing strategies are
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customer value growth and customer conversion
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Essential step in the lead generation and management process include:
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Follow up to convert the lead generation
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Communicating channels for generating sales leads include:
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Trade shows in the real world and online advertising
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Inbound marketing include
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Content marketing
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____ is the term used to describe the process of creating customer demand beginning with awareness and continuing through customer development
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Lead generation
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Cost of lead generation programs
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Lead generations by inbound marketing are generally less expensive
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Qualifying a sale lead means
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asking a standard set of questions to determine needs and budget
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Which is the part of lead distribution
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Passing on sales-ready leads to the sales force
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The EDGAR online case history showed that
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a lead scoring system can increase the number of leads correctly classified
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Among the arguments for the importance of customer retention are
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Its costs at least seven times as much to acquire a new customer as it does to retain an existing one
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The CRM process
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is driven by customer information
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The components of customer lifetime value include
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Growth amount spent with the enterprise
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Tecos club card program relies on its success upon
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Data mining and segmentation
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What functions do cookies perform in targeting and personalisation process
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Store data that enables the site to deliver relevant content
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Among the reasons for the failure of CRM programs are
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A lack of buy-in and leadership from top management
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____ are a technology that broadens ability to connect with consumers
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Mobile branded apps
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Seamless customer experience is
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Equally satisfying experience at all customer touch points
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CRM success
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Capturing and using customer data
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Marketing evolving to become more ____ vs. ____ focused
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Retention, profitability
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When setting objectives for a website, marketers must be concerned about
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The role of the site in overall marketing strategy
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The nature of website objectives will depend on
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Tasks visitors expect to perform on the site
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Typical website objective include
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Making sales and generating sales leads
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Identifying and describing the target audience for a website
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is one of marketing responsibilities in website development process
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The site navigational structure
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Takes into account how easy it is to move around the site
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Among the website design elements that help create satisfactory customer experience are
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Multiple navigation aids like breadcrumbs and different colours for followed links
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Improvements to a website may include
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Frequent incremental improvements and major revision and relaunch as warranted
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Deploying and tuning the site
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A component in the program of a multi maketer
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The Staples website provides a good example of
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is essentially a technical task
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Website maintenance costs
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Maintenance costs may be several times the size of initial development costs
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Internet users frequently use search engines to
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Get specific content they want
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A search engine determines rank on its results pages by
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Secret algorithms
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____ is a set of techniques designed to make websites page rank highly on search engine page
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SEM
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Among the techniques that can downgrade a page rank’s on the search engine are
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Flash pages and links from sites with questionable or irrelevant content
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On method of measuring a paid research campaign is
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Google Analytics
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A flash page is not a good idea because
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inhibits crawlers’s ability to index the site
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Which is not a natural search factor
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Ad placement
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Online search marketing and advertising revenue is
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increasing
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Where do organic or natural search ranks appear on the search results page
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To the left underneath the paid search terms
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Search engines results produced by a search engines algorithm when indexing unpaid submissions is called
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Organic search
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Existing social networks are
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used by both consumers and business people
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Social media marketing campaigns are
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need to be developed with a specific target market in mind
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We can only call it social media marketing if
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it leads to achieving business and marketing goals
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All marketers should
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actively consider the use of social media in their marketing programs
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B2B marketers like SMM because
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It helps generate high-quality sales leads
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Marketing effectiveness and ease use of social platform tends to be
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negatively related to one another
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Small businesses find SMM
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Helps generate exposure and generate sales
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Inside businesses, SMM techniques can be used to
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Improve engagement of employees
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Top manager can more easily be persuaded of the value of social media marketing if
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ROI on its expenditures can be established
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Financial importance of customer service include
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Businesses around the world lose millions of dollars in business each year as the result of poor customer service
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____ was among the techniques Harrah’s Casinos used to improve service
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Cash bonuses based on casino satisfaction scores
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Market segments that are more willing to spend more if customer service is good include:
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Affluent customers
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Portakabin promises customers that it will
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Deliver every product within 10 days
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Consumers want compared to what they usually get in terms of customer service
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There is a wide gap between what customer wants and what they get
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Consumers expect to access firm for customer service and support issues
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Contacting a telephone call center and the business by email
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____ represents the final stage in the evolution of customer service practices within an enterprise
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Anticipating and delivering service and support before the customer recognises they need it
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____ is the most expensive of the customer services techniques
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A telephone call handled by a line service rep
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Consumers prefer self service when
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it works properly and meets their needs
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____ is not an acceptable part of a process for delivering exceptional customer service
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Locating and assigning blame for the problem
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Benefits of online provision of service in applications such as government agencies include
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The need to invest time and resources in providing good customer care
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Steps in developing a strategic customer care program include
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A segmentation analysis of the customer base
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____ is one web-based technology for delivering customer service
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Access via mobile devices
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Providing customer service in social media
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Social platforms must be monitored consistency to identify problems and providing customer service in social media requires a considerable amount of employee time
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____ is result of analysis and segmentation by customer value
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Differentiated customer service
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One tool that can be used in building anticipatory customer service program is
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Customer scenarios
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Providing excellent experience for customer requires
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Engaged employees
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Among the benefits that exceptional customer service confers on enterprise that can deliver it are
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Sustainable competitive advantage

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