Which one of the following is not a component of the SERVQUAL plus model?

• A) None of the given option
• B) The way the customer uses the product
• C) Peer-to-peer interactions
• D) Emotions

_________________ automates the processes involved in planning, implementing, measuring and learning from communication programs targeted at prospects or customers.

• A) Marketing automation
• B) Campaign management
• C) Closed-loop marketing
• D) Trigger marketing

‘Has the customer used our Recommend-a-Friend programme?’ is a best example of which one of the following form of customer engagement?

• A) Emotional
• B) Social
• C) Behavioral
• D) Cognitive

______________ is the technology-enabled application of data-driven strategies to select customers or prospects for customized communications and offers that vary at every stage of the customer lifecycle and buyer readiness.

• A) Marketing automation
• B) Closed-loop marketing
• C) Trigger marketing
• D) Campaign management

_____________ has been described as ‘the next competitive battleground’.

• A) Customer experience
• B) None of the given option
• C) Experience economy
• D) Customer exposure

___________ describes customer experience as it is.

• A) Positive customer experience
• B) Affective customer experience
• C) Normative customer experience
• D) None of the given option

_______________ allows marketers to employ what is known as closed-loop marketing.

• A) Closed-loop marketing
• B) Trigger marketing
• C) Campaign management
• D) Marketing automation

___________ process can be integrated with back-office fulfillment, invoicing and payment processes, thereby accelerating cash flow for the seller.

• A) Pipeline management
• B) Order management
• C) Territory management
• D) Lead management

_______________ functionality enables companies to engage in real-time marketing, responding immediately to an identified opportunity.

• A) Marketing automation
• B) Closed-loop marketing
• C) Campaign management
• D) Trigger marketing

Which of the following best characterises the current state of customer experience?

• A) Positive customer experience
• B) Normative customer experience
• C) Affective customer experience
• D) Cognitive customer experience

_____________ software determines which customers should get which offer through which channel to ensure your campaign objectives are met.

• A) Event-based marketing
• B) Trigger marketing
• C) Marketing optimization
• D) Campaign management

____________ explore data generated by customer behavior in interactive channels including online, mobile and social media.

• A) Search engine optimization
• B) Web analytics
• C) None of the given option
• D) Digital analytics

‘Videos played’ is the best example of which one of the following customer engagement measure?

• A) Influence
• B) Involvement
• C) Interaction
• D) Intimacy

Which one of the following is not a special attribute that characterizes services?

• A) Inseparable
• B) Heterogeneous
• C) None of the given option
• D) Perishable

______________ describes customer experience as management or customers believe it ought to be.

• A) Positive customer experience
• B) Affective customer experience
• C) None of the given option
• D) Normative customer experience

_______________ ensures that companies learn continuously from their marketing activities, achieving higher levels of marketing effectiveness.

• A) Closed-loop marketing
• B) Marketing automation
• C) Campaign management
• D) Trigger marketing

______________ ensures that companies learn continuously from their marketing activities, achieving higher levels of marketing effectiveness.

• A) Closed-loop marketing
• B) Marketing automation
• C) Campaign management
• D) Trigger marketing

________________ enables companies to run dozens, even thousands of campaigns and events through multiple channels simultaneously without a commensurate increase in the cost and complexity of running the business.

• A) Marketing automation
• B) Trigger marketing
• C) Closed-loop marketing
• D) Campaign management

_____________ is a searchable electronic product catalogue, that generally contains product names, stock numbers, images and specifications.

• A) Order management
• B) Product encyclopedia
• C) Territory management
• D) Lead management

______________ software also lets you explore any number of ‘what-if’ scenarios, changing constraints and objectives, and compare the results, before committing any marketing resources.

• A) Campaign management
• B) Event-based marketing
• C) Marketing optimization
• D) Trigger marketing