Question 1: There are many definitions Which of the following definitions is consistent with

combined customer orientation? CRM (Customer Relationship Management), with

business resources?
a. CRM is an information industry term that uses methods, software, and often Internet
capabilities to help businesses manage customer relationships in an organized manner.
b. CRM is the process of managing all aspects of a company's interactions with its customers,
including prospecting, sales, and service. CRM applications strive to provide insight and
improve the company/customer relationship by combining all of these perspectives on customer
interactions into one picture.
c. CRM is an integrated approach to identifying, attracting, and retaining customers. By enabling
organizations to manage and coordinate customer interactions across multiple channels,
departments, and lines of business. business and geographical area, CRM helps organizations
Maximize the value of every engagement with customers and drive outstanding performance of
the company.
d. CRM is a business strategy that maximizes profits, revenue, and customer satisfaction by
organizing around customer segments, driving customer satisfaction behaviors, and
implementing customer centric.

Question 2: Which of the following descriptions represents Operational CRM?

a. A CRM strategy is a customer-centric business strategy that aims to win, grow, and retain
customers profitably.
b. CRM is operationally focused such as sales, marketing, and customer service Integrate and
automate processes and customer contact process row.
c. The process by which organizations transform customer-related data into actionable insight for
strategic use.
d. No sentence correctly
Question 3: IDIC model Developed by Don Peppers and Martha Rogers, according to The IDIC
model suggests that companies should take four actions to build closer direct relationships with
customers. The letter D represents action _____.
a. Differentiate: distinguish between customers to determine which customers are most valuable
today and which customers provide the most value in the future.
b. Develope: Develop relationships from low levels to higher relationship levels.
c. Defense: defending against competitors using methods to entice customers to switch to
alternative products.
d. Data-mining: data mining is the process of classifying and arranging large data sets to identify
characteristic patterns and establish relationships to solve problems through data analysis.

Question 4: Which of the following statements p compatible with the characteristics of

commitment (Commitment) in a relationship?
a. Commitment arises from trust, shared values, and the belief that partners will be difficult to
replace.
b. Commitment means that partners give up short-term alternatives in favor of more stable, long-
term interests associated with existing partners.
c. The commitment is maintained by a mutually beneficial assessment
d. Only (a) and (b)

Question 5: Customer lifetime value as follows: (Customer lifetime value) is defined

a. CLV is the present value of all net profits earned from a relationship with a customer,
customer segment, or customer group.
b. CLV is the past, present and future value of customer relationships
c. CLV is the total value a business gets from customers
d. CLV is the total cost a business spends to gain profits from customers
Question 6: According to Reichh's research eld and Sasser showed This comes from the cause
______. The profit margin is cent tends to increase rapidly over time.
a. Higher customer service costs for loyal customer groups
b. Revenue increases over time Whencustomers buy more .
c. these g can create added value for suppliers their satisfied customers through referrals to other
customers
d. Both (a) and (c)

Question 7: Which of the following promotional activities is highly effective in promoting attract
and Build potential business customers (B2B)
a. Email campaigns
b. Conference
c. Industrial exhibitions and displays
d. Trade fair

Question 8: Work promotion Which of the following is consistent with the goals of low cost and
quantity? high reach and ability to attract potential consumer customers (B2C)?
a. Promotions and discounts
b. Social media communication
c. Loyalty program
d. Marketing through celebrities (KOLs)

Question 9: Important indicators to Measuring customer retention includes:

a. Raw customer retention rate, Sales-adjusted retention rate, Costadjusted retention rate )
b. Raw customer retention rate Sales-adjusted retention Profit-adjusted retention rate (Raw
customer retention rate), unique ratio rate), retention rate)
c. Raw customer retention rate, Cost-adjusted retention rate, Profitadjusted retention rate
d. Raw customer retention rate, distribution-adjusted retention rate, cost-adjusted retention rate )
Question 10: Which of the following strategies is suitable for increasing the level of uniqueness
maintaining customers
a. Build campaigns Value customer expectations through satisfaction levels and customer
experience. Interact with customers, understand and respond to pricing increase value
b. Build customer interaction campaigns, build customer loyalty programs, and increase
customer experience value.
c. Build customer interaction campaigns, understand and meet customer value expectations
through satisfaction levels, and establish customer communities.
d. Build customer interaction campaigns, build customer loyalty programs, and establish
customer communities.

Question 11: Which of the following customer portfolios (CPM)? NOT the fundamentals in
administration
a. Market segmentation
b. Revenue forecast
c. Activity-based costing
d. Level of commitment

Question 12: Which of the following definitions is appropriate for activity-based costing? oh
(Activity-based costing) in customer portfolio management activities?
a. Each operating cost is calculated for each different customer.
b. Operating costs are based on each customer's characteristics.
c. Costs vary from client to client. Some customers are expensive to acquire and serve, others are
not.
d. The total cost for each customer is different.
Question 13: Hoang Hiep Enterprise needs to spend a lot of time and money to develop and
perform Sales calls and social media follow-ups to increase lead conversions. Which type of cost
is appropriate in the process of establishing activity-based costing? to customers who are using
the company's products for the first time
a. Switching cost
b. Customer service cost
c. Acquisition costs (customer acquisition. acquisition cost)
d. Advertising cost (Advertising cost)

Question 14: _________customer is the cognitive and emotional result of being a customer
goods come into contact or interact with people, processes, technologies, products, services and
other company outputs.
a. Customer experience
b. Customer awareness
c. Customer care
d. Customer feedback

Question 15: At each of Hadilao's restaurants, there is a welcoming staff to greet guests
additional goods and services include: These are suitable for spread forms nail care, free snacks,
Fold paper while customers wait Which of the following experiments?
a. Positive experience compared to the norm
b. Planned versus unplanned experiences
c. Common experiences versus unique experiences
d. Core experiences versus value-added experiences

Question 16: Marketing automation allows businesses to marketing implement closed-loop

marketing. Closed-cycle marketing is based on a 4-step loop____.
a. Plan – Do – Check – Act (Plan – Do – Check – Act)
b. Plan – Do – Measure – Learn (Plan – Do – Measure – Learn practice)
c. Plan – Develop – Implement – Check (Plan – Develop – Execute – Check)
d. Learn – Plan – Do – Measure (Learn – Plan – Do – Measure)
Question 17: The software Basic functions include: Marketing Automation (Marketing
Automation) provide ____ .
a. Control communication activities and change advertising content yourself.
b. Sales Automation and Service Automation
c. other strategy. Campaign management, Online – Digital Marketing, Marketing tools
d. Automatically plan campaign implementation and approve budget spending.

Question 18: _____ helps salespeople and sales managers have one complete view of the
customer relationship including address l contact, contact history Contacts, completed
transactions, current orders, shipments, inquiries, history services, opportunities, and quotes.
This allows sales staff and people Management to keep track of all their obligations for which
they are responsible, from closing opportunities, orders, or service requests. every customer
account
a. Activity management
b. Contact management
c. Contract management
d. Account management

Question 19: The _______ activity allows the company to be able to identify, evaluate, access,
care, and monitoring potential customers.
a. Event management
b. Guest management potential goods (lead management)
c. Contract management
d. Opportunity management

Question 20: Queen Spa beauty care service is available with highly skilled staff, Cosmetic
consulting knowledge, and facial care skills are two elements of being a guest satisfied goods.
That's the factor_____ of service quality.
a. technical
b. functional
c. reputation (reputational)
d. behavioral
Question 21: ____________ allows customer service staff to be able to attend Understand
possible customer reactions and assist them in resolving arising situations, as well as connect
customers with specialized people.
a. Scripting
b. Case management
c. Email response management systems
d. Escalation

Question 22: ______ are data phone call recordings, MP3 audio files, file JPEG images, FLASH
image files, or multimedia messages.
a. Structure data
b. Pre-defined data
c. Textual data
d. Non-textual data

Question 23: Which of the following is NOT a characteristic of a data store (data warehouse)?
a. Integrated from data from many different departments in the company (integrated)
b. Screening raw data (unstructured data)
c. Updated at different times (time-variant)
d. Subject-oriented

Question 24: _____ Is one customized for use in a specific department or business function?
miniature version or a subset of_____, okay
a. Big data/Data mart
b. Database/Data warehouse
c. Data mart/data warehouse
d. Data warehouse/data mart
Question 25: Scale _______ is for those. The encoded mean is calculated with this type of data
absolutely not statistically significant. qualitative data But there is an element of regulation law
and order
a. interval
b.ordinal
c. ratio
d. nominal

Question 26: In the bank, a computer system to process customer transactions, ATMs, and apps
on mobile devices is a ______ database.
a. OLTP (On-line Transactional Processing)
b. OLAP (On-line Analytical Processing)
c. OTP (One Time Password)
d. IVR (Interactive Voice Response)

Question 27: What's your opinion here? relatively correct about Key Account Management
(KAM)?
a. Key trends toward key account management include revenue-driven, profit-driven, and cost-
driven account management.
b. KAM is a complex structure that is not conducive to CRM implementation at the business unit
level.
c. There are 5 ways to implement KAM
d. Key trends towards key account management include country account management, regional
account management, and account management Global.

Question 28: According to the category, brand, or product structure, _____ is the person
Responsible for developing marketing strategies for their products. bear
a. Brand Mangers/CEO (Brand Director/Executive Director)
b. Brand managers/Product managers (Brand director/Director
c. Product Managers/Marketing Managers (Product Manager/Marketing Director)
d. Brand managers/Marketing Managers (Brand Director/Marketing Director)
Question 29: In John Kotter's buy-in matrix, _____ is a group of people understand the changes
that are being introduced and feel i of the organization. feel interested in change
a. Bystanders (Witnesses)
b. Weak links (Weak links)
c. Champions
d. Loose cannons (Loose cannons)

Question 30: Planning process and project design This CRM has 5 steps. Which step comes
next? NO such process?
a. Develop CRM Strategy (Develop CRM Strategy)
b. Build CRM project foundations (Build CRM project foundations)
c. Project implementation
d. Marketing evaluation

Question 1: There are many definitions of CRM (Customer Relationship Management),

definitions Which of the following is consistent with customer orientation combined with
business resources?
a. CRM is an information industry term that uses methods, software, and often Internet
capabilities to help businesses manage customer relationships in an organized manner.
b. CRM is the process of managing all aspects of a company's interactions with its customers,
including prospecting, sales, and service. CRM applications strive to provide insight and
improve the company/customer relationship by combining all of these perspectives on customer
interactions into one picture.
c. CRM is an integrated approach to identifying, attracting, and retaining customers. By allowing
organizations to manage and coordinate customer interactions across channels, departments,
lines of business, and geographies, CRM helps organizations maximize the value of every
interaction with customers and drive outstanding company performance.
d. CRM is a business strategy that maximizes profits, revenue, and customer satisfaction by
organizing around customer segments, driving customer satisfaction behaviors, and
implementing customer-centric.
Question 2: Which of the following describes Operational CRM?
a. A CRM strategy is a customer-centric business strategy that aims to win, grow, and retain
customers profitably.
b. Operational CRM focuses on integrating and automating customer-facing processes such as
sales, marketing, and customer service.
c. The process by which organizations transform customer-related data into actionable insight for
strategic use.
d. No sentence correctly

Question 3: The IDIC Model was developed by Don Peppers and Martha Rogers, according to
Model IDIC suggests that companies should take four actions to build closer direct relationships
with customers. The letter D represents the action _____.
a. Differentiate: differentiate customers to determine which customers are most valuable today
and which customers provide the most value in the future.
b. Develope: Develop relationships from low levels to higher relationship levels.
c. Defense: defending against competitors using methods to entice customers to switch to
alternative products.
d. Data-mining: data mining is the process of classifying and arranging large data sets to identify
characteristic patterns and establish relationships to solve problems through data analysis.

Question 4: Which of the following statements is consistent with the characteristics of

commitment in a relationship?
a. Commitment arises from trust, shared values, and the belief that partners will be difficult to
replace.
b. Commitment means that partners give up short-term alternatives in favor of more stable, long-
term interests associated with existing partners.
c. The commitment is maintained by a mutually beneficial assessment
d. Only (a) and (b)
Question 5: Customer lifetime value is defined as follows:
a. CLV is the present value of all net profits earned from a relationship with a customer,
customer segment, or customer group.
b. CLV is the past, present, and future value of customer relationships
c. CLV is the total value a business gets from customers
d. CLV is the total cost a business spends to gain profits from customers

Question 6: According to Reichheld and Sasser's research, profit margins tend to have trends that
increase rapidly over time. This comes from the cause ______.
a. Revenue increases over time as customers buy more.
b. Higher customer service costs for loyal customer groups
c. Satisfied customers can create added value for their suppliers through referral behavior to
other customers.
d. Both (a) and (c)

Question 7: Which of the following promotional activities is highly effective in attracting and
building? Potential business customers (B2B)
a. Email campaigns
b. Conference
c. Industrial exhibitions and displays
d. Trade fair

Question 8: Which of the following promotional activities is suitable for the goals of low cost
and reach? high and the ability to attract potential consumer customers (B2C)?
a. Promotions and discounts
b. Social media communication
c. Loyalty program
d. Marketing through celebrities (KOLs)
Question 9: Important indicators to measure customer retention include:
a. Raw customer retention rate, Sales-adjusted retention rate, Cost-adjusted retention rate )
b. Raw customer retention rate, Sales-adjusted retention rate, Profit-adjusted retention rate )
c. Raw customer retention rate, Cost-adjusted retention rate, Profit-adjusted retention rate
d. Raw customer retention rate, distribution-adjusted retention rate, cost adjusted retention rate )

Question 10: Which of the following strategies is consistent with the direction of increasing
customer retention? row
a. Building customer interaction campaigns, understanding and meeting customer expectations
through satisfaction levels, and increasing customer experience value.
b. Build customer interaction campaigns, build customer loyalty programs, and increase
customer experience value.
c. Build customer interaction campaigns, understand and meet customer value expectations
through satisfaction levels, and establish customer communities.
d. Build customer interaction campaigns, build customer loyalty programs, and establish
customer communities.

Question 11: Which of the following is NOT a basic principle of portfolio management customer
(CPM)?
a. Market segmentation
b. Revenue forecast
c. Activity-based costing
d. Level of commitment

Question 12: Which of the following is an appropriate definition of activity-based costing?

costing) in customer portfolio management activities?
a. Each operating cost is calculated for each different customer.
b. Operating costs are based on each customer's characteristics.
c. Costs vary from client to client. Some customers are expensive to acquire and serve, others are
not.
d. The total cost for each customer is different.
Question 13: Hoang Hiep Enterprise needs to spend a lot of time and money to conduct these
calls Call from sales staff and follow up on social media to increase conversions from leads to
first-time customers
company products. Which type of cost is this appropriate for in the activitybased costing
process?
a. Switching cost
b. Customer service cost
c. Customer acquisition cost
d. Advertising cost (Advertising cost)

Question 14: Customer _________ is the cognitive and emotional result of customer contact
contact or interact with the company's people, processes, technology, products, services, and
other outputs.
a. Customer experience
b. Customer awareness
c. Customer care
d. Customer feedback

Question 15: At each of Hadilao's restaurants, there is a welcoming staff to greet customers
Additional services include nail care, free snacks, and paper folding while customers wait.
Which of the following types of experiences are these consistent with?
a. Positive experience compared to the norm
b. Planned versus unplanned experiences
c. Common experiences versus unique experiences
d. Core experiences versus value-added experiences

Question 16: Marketing automation allows marketers Implement closed-loop marketing. Closed-
cycle marketing is based on a 4-step loop____ .
a. Plan – Do – Check – Act (Plan – Do – Check – Act)
b. Plan – Do – Measure – Learn (Plan – Do – Measure – Learn)
c. Plan – Develop – Implement – Check (Plan – Develop – Execute – Check)
d. Learn – Plan – Do – Measure (Learn – Plan – Do – Measure)
Question 17: Marketing automation software provides functions Basic capabilities include:____ .
a. Control communication activities and change advertising content yourself.
b. Sales Automation and Service Automation
c. Campaign management, Online - Digital Marketing, and other strategic marketing tools.
d. Automatically plan campaign implementation and approve budget spending.

Question 18: _____ gives salespeople and sales managers a complete perspective about the
customer relationship including contacts, contact history, completed transactions, current orders,
shipments, inquiries, service history, opportunities, and quotes. This allows salespeople and
managers to track all of their obligations for every customer account they are responsible for,
from closed opportunities, orders, or service requests.
a. Activity management
b. Contact management
c. Contract management
d. Account management

Question 19: _______ activities allow companies to identify, evaluate, approach, and care for,
and follow up with leads.
a. Event management
b. Lead management
c. Contract management
d. Opportunity management

Question 20: Queen Spa beauty care service has a team of highly skilled and knowledgeable staff
Cosmetic consultation and facial care skills are two factors that make customers satisfied. That's
the factor_____ of service quality.
a. technical
b. functional
c. reputation (reputational)
d. behavioral
Question 21: ____________ allows customer service staff to predict reactions customers'
possible reactions and assist them in resolving arising situations, as well as connecting customers
with specialized people.
a. Scripting
b. Case management
c. Email response management systems
d. Escalation

Question 22: ______ are phone call recording data, MP3 audio files, and image files JPEG,
FLASH image files or multimedia messages.
a. Structure data
b. Pre-defined data
c. Textual data
d. Non-textual data

Question 23: Which of the following is NOT a characteristic of a data warehouse (data
warehouse)?
a. Integrated from data from many different departments in the company (integrated)
b. Screening raw data (unstructured data)
c. Updated at different times (time-variant)
d. Subject-oriented

Question 24: _____ is a scaled-down version or a customized, subset of_____ for use in a
particular department or business function.
a. Big data/Data mart
b. Database/Data warehouse
c. Data mart/data warehouse
d. Data warehouse/data mart
Question 25: The _______ scale is for qualitative data but has elements of regularity and order
on one's own. The encoded mean calculated with this type of data is not statistically significant at
all.
a. interval
b. ordinal
c. ratio
d. nominal

Question 26: In banking, computer systems to process customer transactions, ATMs, app on
mobile devices is a ______ database.
a. OLTP (On-line Transactional Processing)
b. OLAP (On-line Analytical Processing)
c. OTP (One Time Password)
d. IVR (Interactive Voice Response)

Question 27: Which statement is relatively correct about Key Account Management (KAM)?
a. Key trends toward key account management include revenue-driven, profit-driven, and cost-
driven account management.
b. KAM is a complex structure that is not conducive to CRM implementation at the business unit
level.
c. There are 5 ways to implement KAM
d. Key trends towards key account management include country account management, regional
account management, and global account management.

Question 28: According to the category, brand or product structure, _____ is the person in charge
responsible for developing marketing strategies for their products.
a. Brand Mangers/CEO (Brand Director/Executive Director)
b. Brand managers/Product managers (Brand manager/Product manager)
c. Product Managers/Marketing Mangers (Product Manager/Marketing Director)
d. Brand managers/Marketing Managers (Brand Director/Marketing Director)
Question 29: In John Kotter's buy-in matrix, _____ is the group of people who understand the
changes being introduced and feel comfortable with organizational change.
a. Bystanders (Witnesses)
b. Weak links (Weak links)
c. Champions
d. Loose cannons (Loose cannons)

Question 30: The CRM project planning and design process has 5 steps. Which of the following
steps is NOT? Is there a process?
a. Develop CRM Strategy (Develop CRM Strategy)
b. Build CRM project foundations (Build CRM project foundations)
c. Project implementation
d. Marketing evaluation