CONFIDENTIAL

JANUARY 2020 SEMESTER

FINAL EXAMINATION
(MCQ)

COURSE : BBMR4103

CODE : RELATIONSHIP MARKETING

DATE :30 APRIL 2020

DURATION :1 HOUR 30 MINUTES
TIME :2.00 PM – 3.30 PM

INSTRUCTIONS TO CANDIDATES

This question paper is set in English

This question paper consists of 40 Multiple Choice Questions (MCQ)
Read CAREFULLY the question
This question administered online

Student’s
MOHAMMAD OSMAN GONY ID No. UGS00020292
Name:

To answer the question, drag the correct option and make bold (Ctrl+B). For example;

#what is the capital of Bangladesh?

a. Barisal
b. Dhaka
c. Khulna
d. Chittagong

REMINDER: READ CAREFULLY THE INSTRUCTIONS ON THE FRONT PAGE.

1. Which statement describes data warehousing?
A. Data warehousing provides a repository of large amounts of data
B. Data warehousing can be used for market segmentation and customer valuation
purposes.
C. Data warehousing is the creation of intelligence from large quantities of data

2. M-Star International plans to constitute changes in its organisation by forming a new department.
The new department is responsible for the process of building and maintaining relationship over an
extended period, which cuts across multiple levels, functions and operating units with carefully
selected customers that contribute towards the company’s objectives now and in the future.
What type of department to be formed by M-Star International?
A. Customer Relationship Marketing
B. Key Account Management
C. Customer Relationship Management

3. BERJAYA International realised that their Key Account Management (KAM) System is a system in
which KAM activities are instigated by sales effort locally. However, the support from the central
business unit is low. In addition, the access to the functional resources is limited and involvement
from the senior management is moderate.
What type of KAM system used by BERJAYA International?
A. Top Management KAM
B. Isolated KAM
C. Country Club KAM

4. Why the sales volume criterion is is preferred compared to the profitability criteria in key account
selection?
A. Sales volume is more qualitative compared to profitability
B. Sales volume is easy to measure compared to profitability
C. Sales volume considers all major costs compared to profitability
5. MILAN International identified that its Key Account Management (KAM) System is a
relatively formalised programme which involves standardised procedures and
contributes value to the key account significantly. A large proportion of account
managers are based locally. However, senior management involvement is low and
access to functional resources is also low in MILAN International.
Which type of KAM system is MILAN International implementing?
A. Operating level KAM
B. Middle management KAM
C. Cross functional, dominant KAM

6. What is the advantage of the relativism approach compared to the universalism

approach?
A. Each situation is judged according to its own merits
B. Each decision is made to serve the minority of people
C. Each decision is made to serve the majority of people

7. Malindo Air pilots and crews are trained to inform customers immediately when flight
delays occur and customers are advised at regular intervals about the changes in
a flight's schedule.
Which is the gap in the Gaps Model of service quality that Malindo Air is trying to
improve?
A. Gap 3 – Difference between service quality specifications and the service
actually delivered
B. Gap 4 – Difference between service delivery and what is communicated
about the service to the consumer
C. Gap 5 – Difference between consumer expectations and perceptions

8. When a customer of Star Massage Therapy Pte. Ltd. complained that his therapist was
one hour late for their appointment, the owner of the centre gave the customer credit
for one free hour of therapy.
What does the owner’s action illustrate?
A. Service quality
B. Service failure
C. Service recovery
9. Guests who stay at a Sunway hotel are asked to complete a comment card when they
are checking out. In one section of the comment card, guests are asked if they
would recommend the hotel they stayed at to friends and if they would return to
the same hotel.
These two behavioural intentional questions are focusing on which perspective of its
balanced performance scorecard?
A. Financial perspective
B. Innovation and learning perspective
C. Customer perspective

10. AMP Mind Pte. Ltd. believes their employee does not require constant attention and
monitoring. Each employee’s output or achievements are not easily defined at AMP
Mind Pte. Ltd..
What mechanism of monitoring and controlling is used by AMP Mind Pte. Ltd.?
A. Soft monitoring and control mechanism
B. Hard monitoring and control mechanism
C. Diagnostic monitoring mechanism

11. Ronnie, the Customer Relationship Manager for Excel Tech, refers to various
sources of information to produce relevant training to his staff. He discusses with
external consultants and employees as well as obtains customer feedback.
What is this process?
A. Training need assessment
B. Training delivery
C. Training evaluation

12. Apart from fixed compensation, Ray Mobile Pte. Ltd. also rewards its employees by
implementing profit sharing scheme.
What is the form of this reward?
A. Monetary reward
B. Non-Monetary reward
C. Individual reward
13. “It is a movement to improve the rights and powers of consumers in relation to the
sellers of products and services”.
What does this statement refer to?
A. Social responsibility
B. Protectionism
C. Consumerism

14. What is the major advantage of the service production line compared to other types
of services?
A. High level of discretion
B. Standardized services
C. High degree of complexity

15. Maxpower Pte. Ltd. wants to build a long-term relationship with its current customers
and to spread good things about the company through word of mouth in order to attract
new customers.
What is the tool in relationship marketing strategies which should be used by
Maxpower Pte. Ltd.?
A. Loyalty card programmes
B. Company credits card
C. Rebate offers

16. Askay Computer Pte. Ltd. is planning to control the decision making process in its
firm through top management only.
Which is the suitable organisational structure for Askay Computer Pte. Ltd.?
A. Centralisation
B. Formalisation
C. Participation
17. Monitech has 20 branches nationwide that sell mobile phones. The company is
looking for a system that can help its business by using technology and human
resources in order to gain insights into the behaviour of customers and the value of
those customers.
What is the suitable system for Monitech?
A. Customer Relationship Management
B. Customer Retailing Management
C. Customer Resource Management

18. What is the main consideration for successful implementation of Customer

Relationship Management (CRM) strategy?
A. Integration of channels
B. Integration of suppliers
C. Integration of customers

19. “It is the creation of intelligence from large quantities of data”. What
does this statement refer to?
A. Data mining
B. Data warehousing
C. Data collection

20. How does data mining help a firm in customer relationship management?
A. Allows clustering of customers into groups
B. Allows clustering of competitors into groups
C. Allows clustering of suppliers into groups

21. What is the principle of relationship marketing related to the Key Account
Management (KAM)?
A. Supported by teams arranged around customers
B. Supported by teams arranged around functional areas
C. Supported by teams arranged around seller
22. What is the activity involved in servicing the key accounts?
A. Information sharing
B. Staff sharing
C. Profit sharing

23. “Goods are sold, not bought” would be consistent to which of the following?
A. High pressure selling
B. Charging high prices
C. Deceptive pricing

24. What is the benefit of Key Account Management (KAM) to a firm’s supplier?
A. Lower profitability
B. Lower production cost
C. Lower efficiency

25. “It relates to carefully thought out rules of moral values that guide individual and group
decision making”.
What does this statement refer to?
A. Ethics
B. Consumerism
C. Law

26. “In making a decision using this principle, one must determine whether the harm in an
action outweighs the good”.
What is the name of this approach?
A. Universalism approach
B. Utilitarianism approach
C. Relativism approach
27. What is the principle that governs the utilisation of customer information in
relationship marketing?
A. Not secure
B. Not kept for longer unless it is necessary
C. Not processed for limited purposes

28. Which is a criticism of marketing from the ethical perspective?

A. Harming consumers through planned obsolescence
B. Harming consumers through low prices
C. Harming consumers through too many product choices

29. What is the main purpose of customers’ complaint to firms?

A. To help the competitor
B. To boycott the firm
C. To contribute towards service improvements

30. What is the basic principle of service recovery by a service firm?

A. To establish the ground for complaint
B. To collect customers’ personal data
C. To give compensation to customers

31. Which aspect of the balanced scorecard performance indicators that shows a
number of complaints, a number of defects and staff satisfactions?
A. Innovation and learning perspective
B. Customer perspective
C. Internal business perspective
32. Which source of information that a manager can refer to in order to understand the
effectiveness of a training?
A. Productivity measures
B. Competitor feedback
C. Friend’s feedback

33. What is an example of non-monetary reward?

A. Profit sharing
B. Staff development
C. Quantity based performance appraisals

34. What type of marketing is an integrative process within a system for fostering
positive working relationship in a developmental way in a climate of cooperation and
achievement?
A. Relationship marketing
B. Transactional marketing
C. Internal marketing

35. Which type of service involves a high level of discretion on the part of the
service provider but with the same service to all customers?
A. The performance service
B. The professional service
C. The service production line

36. What is the component in customers’ profiling in Decision Support System (DSS) that
help the marketers to devote appropriate resources to the customer who spends
more?
A. Size of purchase
B. Frequency of purchase
C. Recency of purchase
37. Which is NOT a part of a systematic view of Decision Support System (DSS)?
A. Processing
B. Prospecting
C. User

38. What is the dimension in organisational structure where everyone in the

organisation are free to involve in the decision-making process?
A. Formalisation
B. Participation
C. Centralisation

39. What is the phase in the Zineldin’s relationship life cycle where maintaining
product or service quality and performance are the most important marketing task?
A. Development
B. Loyalty
C. Commitment

40. “Every time Hasan buys a sandwich at Subway, he gets a stamp on a card. Once he
has 10 stamps, he'll get a free sandwich”.
Which relationship marketing tool fits the above description?
A. Loyalty card programmes
B. Rebate offers
C. Company credit cards

END OF QUESTION PAPER