Enterprise Systems MCQs and Notes

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📊 Enterprise Systems
Q. A marketing campaign will not be successful if the costs of acquiring site visitors and customers are too high. The term used to describe the cost of acquiring a new customer is known as:
  • (A) Cost per acquisition
  • (B) Bounce rate
  • (C) Allowable cost per acquisition
  • (D) Referrer cost
💬 Discuss
✅ Correct Answer: (A) Cost per acquisition
📊 Enterprise Systems
Q. E-commerce managers aim to deliver the most effective mix of communications to drive traffic to their e-commerce sites. The different techniques can be characterised as:
  • (A) Digital media channels
  • (B) Online marketing communications
  • (C) Offline marketing communications
  • (D) All of the above
💬 Discuss
✅ Correct Answer: (D) All of the above
📊 Enterprise Systems
Q. Companies that understand how customers use digital media in their purchase decision buying can develop integrated communications strategies to support their customers at each stage in the buying process. Customers have individual preferences in the ways they use the web depending upon why they need to use it and this web use is known as:
  • (A) Searching behaviours
  • (B) Undirected information-seekers
  • (C) Directed buyers
  • (D) Directed-information seekers
💬 Discuss
✅ Correct Answer: (A) Searching behaviours
📊 Enterprise Systems
Q. RACE is a practical framework to help marketers manage and improve the commercial value gained from digital marketing. The term stands for Reach, Act, C, Engage. What does 'C' refer to?
  • (A) None of the below
  • (B) Convert
  • (C) Collaborate
  • (D) Consolidate
💬 Discuss
✅ Correct Answer: (B) Convert
📊 Enterprise Systems
Q. Accepting that a customer has agreed to opt-in to receive further information, with customer profiling the minimum amount of online information that needs to be collected is an e-mail address. What is really required though to decide if the customer is a good potential target for further communications?
  • (A) Opt-out facilities to be removed
  • (B) A qualified lead
  • (C) Permission marketing
  • (D) Interruption marketing
💬 Discuss
✅ Correct Answer: (B) A qualified lead
📊 Enterprise Systems
Q. Using the Internet for relationship marketing involves integrating the customer database with websites to make the relationship targeted and personalised. Through doing this there are many benefits to be gained but which of the below is not an advantage?
  • (A) Minimises breadth, depth and nature of relationship
  • (B) Achieve mass customisation of the marketing messages
  • (C) Targeting more effectively
  • (D) Lower costs
💬 Discuss
✅ Correct Answer: (A) Minimises breadth, depth and nature of relationship
📊 Enterprise Systems
Q. Using digital communications technologies to maximise sales to existing customers and encourage continued usage on online services is known as:
  • (A) Mass customisation
  • (B) Customer-centric marketing
  • (C) Personalisation
  • (D) Electronic customer relationship management
💬 Discuss
✅ Correct Answer: (D) Electronic customer relationship management
📊 Enterprise Systems
Q. The four marketing activities within the customer relationship management include customer selection, customer acquisition, customer retention, plus:
  • (A) Customer referrals
  • (B) Customer cross-sell
  • (C) Customer Up-sell
  • (D) Customer extension
💬 Discuss
✅ Correct Answer: (D) Customer extension
📊 Enterprise Systems
Q. There are different techniques to both initiate and build relationships with customers by using a combination of online and offline techniques. What is the 'customer life cycle' though?
  • (A) Techniques to encourage customers to increase their involvement with an organisation
  • (B) The stages each customer will go through in a long-term relationship with a supplier
  • (C) An approach to building and sustaining long-term business with a customer
  • (D) The answers above are all correct
💬 Discuss
✅ Correct Answer: (B) The stages each customer will go through in a long-term relationship with a supplier
📊 Enterprise Systems
Q. Building long-term relationships with customers is essential for any business. The application of technology to achieve CRM is a key element of e-business but what does CRM stand for?
  • (A) Customer relationship management
  • (B) Customer retailing management
  • (C) Consumer relationship management
  • (D) Customer resource management
💬 Discuss
✅ Correct Answer: (A) Customer relationship management

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