【正文】 關(guān)系營(yíng)銷中的 4C是指 A 成本 B 便利性 C 溝通 D 價(jià)格 格雷芬和勞恩斯坦認(rèn)為，企業(yè)忠誠(chéng)的客戶應(yīng)具有的特征是 A 經(jīng)常向其他人推薦 B 愿意購(gòu)買供應(yīng)商的多種產(chǎn)品和服務(wù) E 能忍受供應(yīng)商偶爾的失誤，并不會(huì)發(fā)生流失 根據(jù)客戶與企業(yè)的互動(dòng) 內(nèi)容和類型，客戶信息可以分為 A 提供給客戶的信息 B客戶提供的信息 C客戶信息 根據(jù)客戶對(duì)企業(yè)價(jià)值的大小對(duì)客戶進(jìn)行分類，可以把客戶分為 全選 根據(jù)企業(yè)對(duì)客戶信息知識(shí)的掌握和應(yīng)用的深度，可以分為四個(gè)階段，分別是 A創(chuàng)建階段 B連續(xù)協(xié)調(diào)階段 C共生協(xié)調(diào)階段 E整合協(xié)調(diào)階段 H呼叫中心外包是客戶關(guān)系管理應(yīng)用 ASP 模式的一種表現(xiàn)形式，企業(yè)運(yùn)用其的好處有 B 享受更加專業(yè)的服務(wù)C 企業(yè)可以集中管理自己的核心業(yè)務(wù) E 節(jié)約成本 J建立客戶關(guān)系管理遠(yuǎn)景需具備的關(guān)鍵因素是 A最終的理想狀態(tài) C實(shí)現(xiàn)途徑 K客戶關(guān)系管理的類型可 以分為 A合作型客戶關(guān)系管理 B運(yùn)營(yíng)型客戶關(guān)系管理 C 分析型客戶關(guān)系管理 客戶關(guān)系管理產(chǎn)生的動(dòng)因 A 超強(qiáng)的競(jìng)爭(zhēng)環(huán)境 B 因特網(wǎng)等通信基礎(chǔ)設(shè)施與技術(shù)的發(fā)展 C 管理理論重心的轉(zhuǎn)移 D 對(duì)客戶利潤(rùn)的重視 客戶資產(chǎn)的關(guān)鍵驅(qū)動(dòng)因素有： A品牌資產(chǎn) B價(jià)值資產(chǎn) C關(guān)系資產(chǎn) 客戶終身價(jià)值包括 A交易價(jià)值 B成長(zhǎng)價(jià)值 C推薦價(jià)值 D知識(shí)價(jià)值 客戶對(duì)企業(yè)的資源投入包括 全選 客戶關(guān)系管理戰(zhàn)略的形成、導(dǎo)入和應(yīng)用是一個(gè)不斷自我革新的循環(huán)過(guò)程，包括 A 知識(shí)發(fā)現(xiàn) B 客戶互動(dòng) C CRM戰(zhàn)略計(jì)劃 D分析和改進(jìn) 客戶忠誠(chéng)的關(guān)鍵影響因素有 A客戶感知價(jià)值 B客戶滿意 D轉(zhuǎn)移成本 E感知質(zhì)量 客戶互動(dòng)發(fā)展的驅(qū)動(dòng)因素包括 A客戶角色的轉(zhuǎn)變 B 社會(huì)學(xué)與傳播學(xué)理論知識(shí)的發(fā)展 C 營(yíng)銷觀念的轉(zhuǎn)變 E 技術(shù)的發(fā)展 P1 普拉蘇拉曼和貝里于 1988 年開(kāi)發(fā)出服務(wù)質(zhì)量評(píng)價(jià)模型，其提出服務(wù)質(zhì)量主要包括下列哪些特性？ A 服務(wù)的可靠性 B 服務(wù)的安全性 C服務(wù)的有形性 培養(yǎng)客戶忠誠(chéng)給企業(yè)帶來(lái)的經(jīng)濟(jì)效益表現(xiàn)在 全選 Q企業(yè)供應(yīng)鏈管理經(jīng)歷的主要階段有 A 準(zhǔn)時(shí)制生產(chǎn)階 B 精益生產(chǎn)與精益供應(yīng)階段 C 生產(chǎn)需求階段 D 快速反映供應(yīng)鏈階段 快速反映供應(yīng)鏈的特點(diǎn)有 B客戶定制生產(chǎn) C 控制供應(yīng)流程 D 完全采用電子商務(wù) 企業(yè)獲取新客戶的步驟有 A識(shí)別潛在客戶群 B 估計(jì)客戶獲取的可能性 C制定獲取新客戶的戰(zhàn)略 D 實(shí)施獲取有價(jià)值潛在客戶的營(yíng)銷活動(dòng) 企業(yè)的 CRM戰(zhàn)略可以分為 A拉鏈?zhǔn)綉?zhàn)略 B扣鉤式戰(zhàn)略 C維可牢戰(zhàn)略 企業(yè)可以采用下列哪些措施來(lái)建立和維持客戶忠誠(chéng)？ A提高轉(zhuǎn)移成本 B有形的回饋 D建立共同的價(jià)值觀 E 優(yōu)先禮遇 企業(yè)采用多渠道的客戶互動(dòng)給客戶關(guān)系改善和企業(yè)效率提升帶來(lái)了收益，主要表現(xiàn)在 A 增加客戶與企業(yè)互動(dòng)的渠道選擇自由度 B改善客戶體驗(yàn) ，增加客戶購(gòu)買動(dòng)機(jī) C 提高與業(yè)務(wù)伙伴交易的頻率，削減成本 企業(yè)進(jìn)行客戶互動(dòng)管理就必須獲得完整的客戶數(shù)據(jù)，企業(yè)客戶數(shù)據(jù)的完整性可以分為 A 行業(yè)水平的數(shù)據(jù)完整性 B企業(yè)水平的數(shù)據(jù)完整性 D 客戶水平的數(shù)據(jù)完整性 企業(yè)進(jìn)行服務(wù)補(bǔ)救的原則 全選 企業(yè)實(shí)施 CRM 系統(tǒng)，其實(shí)現(xiàn)方式可以主要有哪幾種形式 全選 企業(yè) CRM實(shí)施失敗的原因可能有A 企業(yè)缺乏客戶戰(zhàn)略 C 客戶數(shù)據(jù)質(zhì)量不高 E沒(méi)有建立 CRM實(shí)施效果的測(cè)量機(jī)制 S B 理念 C 實(shí)施 D 軟件是客戶關(guān)系管理的關(guān)鍵要素。（√） 合作型客戶關(guān) 系管理旨在實(shí)現(xiàn)客戶溝通手段與互動(dòng)渠道的集成和自動(dòng)化。（√） 1遠(yuǎn)景聲明是企業(yè)內(nèi)部客戶與外部客戶的參照點(diǎn)。（√） 維可牢戰(zhàn)略的核心是企業(yè)精心設(shè)計(jì)與客戶之間的接觸過(guò)程，以便盡可能適應(yīng)不同客戶的接觸過(guò)程。（√） 2根據(jù)客戶忠誠(chéng)的形成過(guò)程可以把忠誠(chéng)分為認(rèn)知忠誠(chéng)、情感忠誠(chéng)、意愿忠誠(chéng)和行為忠誠(chéng)。（√） 3對(duì)于那些高價(jià)值的客戶來(lái)說(shuō)，企業(yè)應(yīng)該主要采用人工互動(dòng)的方式。（√） 4客戶信息通過(guò)數(shù)據(jù)挖掘變成客戶知識(shí)。（√） 錯(cuò)誤 信息技術(shù)的發(fā)展是客戶關(guān)系管理備受關(guān)注的催化劑。（） 處于初始階段的客戶群注重與客戶間接的互動(dòng)與溝通機(jī)會(huì)。（） 1企業(yè)的貼現(xiàn)率越高，客戶終身價(jià)值越高。（） 2情感忠誠(chéng)是忠誠(chéng)的第一階段。（ 3對(duì)客戶數(shù)據(jù)進(jìn)行整合之后得到的就是客戶知識(shí)。 where dinner and afternoon tea are available. Visitors can choose to sit indoors or outdoors to enjoy the magnificent gardens with nearly 30 ancient trees. Yuanmingyuan Road behind the plex is also a historical site. The road has been revamped as a pedestrian shopping street and highend brands have seized the best spots. Altogether, 14 old buildings, including those used for offices and residences constructed during 1920s and 1930s, remain. Today, it is a popular location for mercial fashion photo shoots. New Tian’an Church, or Union Church, stands at the intersection of Yuanmingyuan Road and Suzhou Creek. The church, designed in the style of the English countryside, has a capacity of 500 people. It was very popular during the concession period but was converted into factory offices after 1949. The church we see today is a replica, the original burned down in 2021. There used to be an outdoor swimming pool, the first of its kind in Shanghai, beside the church but has been filledin and is now a small garden. Bridge of romance There is perhaps no other place that’s more representative of Shanghai than this bridge, which appears in quite a lot of movies about the city. Dozens of couples visit every day to pose for their prewedding photos on the bridge where Suzhou Creek begins and interconnects with Huangpu River. This is Waibaidu Bridge, or the Garden Bridge. The soontobewed couples pose in splendid attire on the bridge, leaning against the railing or sitting on the wooden floor. Some even risk walking into the middle of the road to get the perfect lights illuminate the bridge throughout the night, making it a picturesque place for prewedding portraits and lovers to meet. Constructed in 1873 and designed by a British pany, the 106meterlong bridge was the firstever major bridge in Shanghai. In 1856, the first large wooden bridge, Wells Bridge, was built over Suzhou Creek but the bridge toll led to plaints from citizens. So 17 years later, another wooden bridge, which did not require tolls, was built. People called it Waibaidu, which means “going across for free”. The bridge was renovated as a steel truss structure in 1907. Because nearly 40 bridges have now been built over Suzhou Creek, the bridge is no longer a traffic artery but is more of an observation deck for tourists. It is a tradition in Shanghai for a grandmother to walk across a bridge with their grandchild when he or she reaches one month. This represents that the newborn has overe all the twists and turns and its journey will be safe and smooth throughout his or her life. Waibaidu Bridge is always the best option because it’s the icon of Shanghai. The picture of my daughter when she was a baby held by her grandmother was also taken here. It’s like a family tradition, says Wang Xuefen, a Shanghai native who has a newborn grandson. Changning Riverside There is a 5km stretch of waterfront by Suzhou Creek in Changning district on Changning Road from the intersection of Hami Road to Jiangsu Road. It has bee a popular place to take a walk and sunbathe on the lawn. There is an overpass at the intersection of Changning Road and Gubei Road for people to enjoy the view of the creek and a 3km plastic runway on both sides of Changning Road, which attracts people of all ages, Chinese and expat. Jogging on the two sides gives a different feeling because the north side is next to the creek, and the south side is adjacent to the residential highrises, which is like jogging in the jungle, says Xiao Xu, a 27yearold woman who lives nearby. The riverside used to be pletely different. Dozens of textile mills, chemical plants and machine