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IK 07 Vertrieb und Kundenbeziehungen (EN)
IK 07 Sales and Customer Relationships
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Knowledge Check
Four questions for self-assessment. Click on each question to see the correct answer and explanation.
What is the primary difference between acquisition and customer retention?
- A) Acquisition targets new customers, retention targets existing customers
- B) Retention is reactive, acquisition is proactive
- C) Acquisition is done only through phone calls, retention only through personal meetings
- D) Retention is exclusively technical in nature, acquisition is exclusively sales-oriented
Correct Answer: B. Customer retention responds to existing customer needs, while acquisition proactively acquires new customers. A is incorrect because retention also includes new customers. C is incorrect because both methods use various channels. D is incorrect because both have both technical and sales aspects.
Which element is not part of a CRM system?
- A) Customer data management
- B) Marketing automation
- C) Production planning
- D) Sales pipeline management
Correct Answer: C. Production planning is part of an ERP system, not a CRM system. A, B and D are core functions of a CRM system for managing customer relationships.
What is the main advantage of a customer loyalty program?
- A) Maximum short-term revenue increase
- B) Reduction of marketing costs
- C) Increase in customer loyalty and lifetime value
- D) Faster acquisition of new customers
Correct Answer: C. Customer loyalty programs aim to increase loyalty and customer lifetime value. A is incorrect because the focus is long-term. B is not applicable because loyalty programs incur costs. D is incorrect because acquisition is a separate goal.
Which statement about customer communication is correct?
- A) One-way communication is more effective than dialogue
- B) Digital channels completely replace personal communication
- C) Consistent communication across all channels is crucial
- D) Customers should only be contacted when they have an inquiry
Correct Answer: C. Omnichannel communication creates a consistent customer experience. A is incorrect because dialogue strengthens customer relationships. B is incorrect because personal communication is often crucial. D is incorrect because proactive communication is important.