TEST BANK

CHAPTER 11: ISSUES FOR IMPLEMENTING CRM

SYSTEMS

Multiple Choice

1. Which of the following is NOT one of the reasons that CRM systems fail due to improper
project focus?
a. management and the developers do not have a clear understanding or definition of the
components or purpose of a CRM system.
b. management and the developers fail to perform a post-implementation evaluation.
(Correct, see page 163)
c. management and the developers define the project scope too large.
d. management fails to commit an executive sponsor or champion to the project.
e. management and developers fail to understand the expectations of key constituent
groups in using the CRM system.

2. Which of the following is NOT one of the reasons that CRM systems fail due to improper
development of the CRM system?
a. management fails to commit an executive sponsor or champion to the project. (Correct,
see page 163)
b. the developers fail to define all the risks.
c. the developers fail to recognize the importance of quality.
d. the developers overlook the importance of privacy and security.
e. management and the developers fail to perform a post-implementation evaluation.

3. Which of the following system development methodologies has features that allow it to
be used for projects of all sizes?
a. rapid application design
b. phased development methodology (Correct, see page 164)
c. prototyping
d. phased application design
e. rapid prototyping design

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4. Which of the following is NOT a methodology for CRM system development?

a. prototyping
b. rapid application design
c. phased application prototyping (Correct, see page 164)
d. phased development methodology
e. all of the above are methodologies for CRM system development

5. An archetype or sample of a final product is called a:

a. attribute
b. hypothesis
c. prototype (Correct, see page 164)
d. hypercube
e. model

6. The logical subsets of the data warehouse are called?

a. hypercubes
b. prototypes
c. databases
d. data marts (Correct, see page 164)
e. data sets

7. In the phased development methodology, the project is divided into parts called:
a. prototypes
b. modules (Correct, see page 164)
c. elements
d. sections
e. units

8. A way to define the modules for the CRM system by implementing a data warehouse and
then subdividing it into data marts is what kind of approach?
a. drill though
b. bottom-up
c. top-down (Correct, see page 164)
d. drill up
e. drill across

9. Developing the data marts and then integrating them to form the data warehouse would
be which type of approach to define system modules?
a. bottom-up (Correct, see page 164)
b. top-down
c. drill across
d. drill though
e. scroll down

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10. Which of the following is NOT one of the powerful structuring actions that act as
institutional supports to foster the assimilation of new technologies such as the Web or of
new systems such as the infrastructure needed to implement CRM systems?
a. top management championship
b. system developer focus (Correct, see page 165)
c. strategic investment rationale
d. extent of coordination
e. all of the above are powerful structuring actions.

11. What is the importance of top management championship?

a. it explains the expected organizational benefits to be derived form the commitment of
resources toward the implementation of CRM systems.
b. it refers to the need to blend IT knowledge with customer habits and with business
manager experiences as the implementation affects units throughout the organization.
c. it stresses to the need for change and importance of dealing with change within the
organization.
d. it signals the extent of value placed on the implementation of CRM systems for the
organization. (Correct, see page 165)
e. to learn the users’ perception of the system and the developers’ perception of the
project.

12. Which of the following signals the extent of the value placed on the implementation of
CRM systems for the organization?
a. strategic investment rationale
b. extent of coordination
c. top management championship (Correct, see page 165)
d. need for change
e. middle management support

13. Which of the following explains the expected organizational benefits to be derived form
the commitment of resources toward the implementation of a CRM approach?
a. organizational commitment
b. strategic investment rationale (Correct, see page 165)
c. top management championship
d. customer focus commitment
e. extent of coordination

14. What refers to the need to blend IT knowledge with customer habits and with business
manager experiences as the implementation affects functional units throughout the
organization?
a. strategic investment rationale
b. top management championship
c. need for organizational growth
d. extent of coordination (Correct, see page 166)
e. cost benefit analysis

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 TEST BANK • CHAPTER 11  72

15. When determining what that the CRM system must achieve once it is implemented,
system objectives are stated in terms of?
a. performance objectives (Correct, see page 166)
b. attributes needed
c. implementation points
d. user benefits
e. execution goals

16. Which of the following is NOT one of the performance criteria measurements of what the
users expect of the CRM system?
a. speed
b. quality
c. security
d. privacy
e. all of the above are proper performance criteria for the CRM system. (Correct, see page
166)

17. Which of the following is NOT one of the challenges of CRM implementation?
a. dealing with expectations of speed, responsiveness, security and privacy.
b. lack of employee motivation to alter workflow patterns.
c. resistance to organizational change.
d. capital expenditures for infrastructure development and maintenance.
e. all of the above are challenges to CRM implementation. (Correct, see page 166)

18. Which of the following is conducted to learn the users’ perception of the system, the
developers’ perception of the project, and managements’ perceptions of the project
management?
a. project observation appraisal
b. final management evaluation
c. post-construction assessment
d. post-implementation evaluation (Correct, see page 167)
e. pre-implementation appraisal

19. Which of the following is NOT one of the challenges to CRM system adoption?
a. unclear expectations
b. financial commitment
c. resistance to change
d. efficiency gain concerns (Correct, see page 168)
e. all of the above are challenges to CRM system adoption.

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 TEST BANK • CHAPTER 11  73

20. Which of the following in NOT one of the benefits of CRM implementation?
a. sophisticated marketing research
b. customer growth
c. increased relationships with customers
d. knowledge of customer behavior
e. all of the above are potential rewards from CRM implementation. (Correct, see page
168)

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