45 Questions
Where can students request additional feedback?
By contacting the course instructor and/or tutors via email
What is the consequence of plagiarism at any stage of the final grade?
The loss of points corresponding to the stage/requirement
How long do students have to contest their results after they are posted?
24 hours
What is the recommended approach to studying for this course?
Systematically working through each module
How many hours are allocated for students to work on their projects?
72 hours
What is the total number of hours required to complete this course?
125 hours
What is the purpose of the accommodations made for students with disabilities?
To facilitate equal access to information and didactic activities
What is the recommended pace of studying for this course?
Systematically working through each module at a steady pace
What is the topic of Unitatea 1 in the course?
What is Customer Relationship Management?
What is one of the main benefits of the method mentioned in the text?
To evaluate the attractiveness of a segment
Which factor influences the attractiveness of a segment?
The size of the segment
Why might certain large and growing segments be unprofitable?
Due to government regulations
Why might there be few competitors in a particular segment?
Due to the lack of knowledge about the segment or its unprofitability
What is essential for an organization to consider when evaluating a segment?
The organization's capabilities and resources
What should an organization do when faced with limited resources?
Decide which segments to target and how many
What are the types of customer segmentation mentioned in the text?
Undifferentiated, differentiated, concentrated, and personalized
Why is it important to analyze the factors influencing a segment's attractiveness together?
To make an informed decision about which segments to target
What is the primary goal of evaluating a segment's attractiveness?
To allocate resources efficiently
What type of clients require maximum attention at the present moment?
The most profitable clients
Why do companies need to pay attention to the most vulnerable clients?
To prevent them from switching to competitors
What happens to the 'tracasabili' clients if they do not become profitable after reforming?
They will be let go and will trouble our competitors
What characterizes the 'neprofitabili' clients?
They have low sales and low growth potential
Why are 'cheie' clients important to a company?
Because they generate a significant turnover and their loss can affect the company's sales and profit
What type of clients are the 'orfani' clients?
They are clients whose agents have left the company
Who is dependent on whom in the company-client relationship?
The company is dependent on the client
What does the client do for the company?
The client offers the company the opportunity to serve them
What is the client's role in the company's activity?
The client is the purpose of the company's activity
What is the primary focus of the first control theme?
To connect theoretical aspects with practical examples
How many pages should the control theme not exceed?
10 pages
What percentage of the final grade does the control theme represent?
25%
How many units are included in Module II?
7 units
What is the title of the book by Peppers and Rogers?
Managing Customer Relationships
Who are the authors of the book 'Customer Relationship Management: Concepts and Technologies'?
Buttle and Maklan
What does the external audience include?
Distributors, government departments, organizations, and others
What is the title of the book by Kumar and Reinartz?
Customer Relationship Management: Concept, Strategy, and Tools
Why do companies communicate with their external audience?
To improve their brand image and influence consumer behavior
What is the main focus of Unit 6 in Module II?
Observarea și ascultarea clienților
Where should the control theme be submitted?
Through the portal Teams
What is the internal audience composed of?
Employees, shareholders, and investors
What is the purpose of communicating with the internal audience?
To inform and motivate employees, and improve teamwork
What is the final response expected by a company from its audience?
Purchase or acquisition
What is the process that the audience goes through to reach the final response?
Consciousness, knowledge, desire, preference, conviction, and purchase
Why is it important to tailor communication to the external audience?
To improve the company's brand image and influence consumer behavior
What is the role of the marketing specialist in determining the desired response?
To establish the objectives and desired response from the audience
Why is it important to communicate with the internal audience?
To inform, motivate, and improve teamwork among employees
Study Notes
Academic Integrity
- Students can request supplementary feedback by contacting the course holder and/or tutors via email.
- Academic integrity elements to be considered:
- Attendance at face-to-face meetings is recommended.
- Attendance at consultations is optional.
- Works submitted will be original.
- Plagiarism at any stage will result in loss of points.
- Contests must be made within 24 hours of result announcement and will be resolved within 48 hours.
Students with Disabilities
- The course holder is available to adapt content and methods to accommodate students with disabilities.
- Measures will be taken to ensure equal access to information and teaching activities.
Recommended Study Strategies
- Systematic study of modules is recommended.
- Emphasis on continuous individual preparation and accumulation of knowledge.
- Formative evaluations throughout the semester.
- Total hours required for studying and understanding the material is 125 hours.
- Documenting and elaborating on projects requires 72 hours, which will be allocated individually throughout the semester.
Course Support
- Modul I:
- Unit 1: What is Customer Relationship Management? (Emergence, importance, objective, role)
- Unit 2: The exchange process
- Unit 3: Purchase decision
- Unit 4: Customer segmentation
- Unit 5: Types of customers (e.g. most profitable, most developable, most vulnerable, most annoying)
- Modul II:
- Unit 6: Observing and listening to customers
- Unit 7: Approach
- Unit 8: Elements of a successful sales presentation
- Unit 9: Addressing objections
- Unit 10: Audience types (e.g. potential customers, existing customers, decision-makers, influencers)
Customer Relationship Management
- Importance of customer relationship management:
- Customer is the most important resource for the company and each employee.
- The company depends on the customer, not the other way around.
- Customer is the "goal" of the company's activity.
- Factors influencing segment attractiveness:
- Segment size and growth potential
- Profitability of the segment
- Existence and potential of competitors
- Company's capacity and possibilities
- Customer segmentation:
- Undifferentiated
- Differentiated
- Concentrated
- Personalized
- Identifying and selecting customer segments:
- Analyzing the attractiveness of each segment
- Considering the company's resources and possibilities
- Deciding on the target segments and their number
Bibliography
- List of recommended books for studying Customer Relationship Management.
This quiz covers the rules and guidelines of academic deontology, including attendance, original work, and plagiarism. It also outlines the process for requesting additional feedback.
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