mis12 信息系统复习参考9

Management Information Systems, 12e (Laudon)

Chapter 9 Achieving Operational Excellence and Customer Intimacy: Enterprise Applications

1) Companies can use configuration tables provided by the enterprise software to tailor a particular aspect of the system to the way it does business. Answer: TRUE Diff: 2 Page Ref: 338 AACSB: Use of IT CASE: Comprehension Objective: 9.4

2) Enterprise systems are typically built around one or two major business workflows. Answer: FALSE Diff: 1 Page Ref: 338 AACSB: Use of IT CASE: Comprehension Objective: 9.1

3) Enterprise systems are designed primarily to allow communication between an organization and outside partners and suppliers. Answer: FALSE Diff: 2 Page Ref: 337 AACSB: Use of IT CASE: Comprehension Objective: 9.1

4) The upstream portion of the supply chain consists of the organizations and processes for distributing and delivering products to the final customers. Answer: FALSE Diff: 2 Page Ref: 341 AACSB: Reflective Thinking CASE: Comprehension Objective: 9.2

5) Supply chain inefficiencies can waste as much as 25 percent of a company’s operating costs. Answer: TRUE Diff: 2 Page Ref: 342 AACSB: Reflective Thinking CASE: Comprehension Objective: 9.2

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6) Safety stock acts as an inexpensive buffer for the lack of flexibility in the supply chain. Answer: FALSE Diff: 2 Page Ref: 342 AACSB: Reflective Thinking CASE: Comprehension Objective: 9.2

7) The bullwhip effect is the distortion of information about the demand for a product as it passes from one entity to the next across the supply chain. Answer: TRUE Diff: 2 Page Ref: 342 AACSB: Reflective Thinking CASE: Comprehension Objective: 9.2

8) Supply chain execution systems enable the firm to generate demand forecasts for a product and to develop sourcing and manufacturing plans for that product. Answer: FALSE Diff: 2 Page Ref: 344 AACSB: Use of IT CASE: Comprehension Objective: 9.2

9) To minimize the expense of implementing an enterprise system, businesses can opt to curtail the customization of an enterprise package and instead change business processes to match the software.

Answer: TRUE Diff: 2 Page Ref: 356 AACSB: Reflective Thinking CASE: Comprehension Objective: 9.4

10) Implementing an enterprise application typically requires organizational change as well as adjustments to existing business processes. Answer: TRUE Diff: 1 Page Ref: 356 AACSB: Use of IT CASE: Comprehension Objective: 9.4

11) In a push-based model of SCM systems, actual customer orders or purchases trigger events in the supply chain. Answer: FALSE Diff: 2 Page Ref: 347 AACSB: Reflective Thinking CASE: Comprehension Objective: 9.2

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12) In a pull-based model of SCM systems, production master schedules are based on forecasts of demand for products. Answer: FALSE Diff: 2 Page Ref: 347 AACSB: Reflective Thinking CASE: Comprehension Objective: 9.2

13) Wal-mart's strategy of continuous replenishment of inventory based on actual customer purchases is an example a pull-based SCM model.

Answer: TRUE Diff: 2 Page Ref: 347 AACSB: Reflective Thinking CASE: Comprehension Objective: 9.2

14) Total supply chain costs represent the majority of operating expenses for many businesses and in some industries approach 75 percent of the total operating budget. Answer: TRUE Diff: 2 Page Ref: 348 AACSB: Reflective Thinking CASE: Comprehension Objective: 9.2

15) You would expect to find PRM and ERM modules in the most comprehensive CRM software packages.

Answer: TRUE Diff: 1 Page Ref: 351 AACSB: Use of IT CASE: Comprehension Objective: 9.3

16) Major CRM application software vendors include Siebel Systems, PeopleSoft, SAP, and Salesforce.com. Answer: TRUE Diff: 3 Page Ref: 351 AACSB: Use of IT CASE: Comprehension Objective: 9.3

17) Cross-selling markets complementary products to customers. Answer: TRUE Diff: 2 Page Ref: 352 AACSB: Reflective Thinking CASE: Comprehension Objective: 9.3

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18) CRM software can help organizations identify high-value customers for preferential treatments.

Answer: TRUE Diff: 2 Page Ref: 352-354 AACSB: Use of IT CASE: Comprehension Objective: 9.3

19) Analytical CRM uses a customer data warehouse and tools to analyze customer data collected from the firm’s customer touch points and from other sources. Answer: TRUE Diff: 2 Page Ref: 354 AACSB: Use of IT CASE: Comprehension Objective: 9.3

20) Enterprise systems require fundamental changes in the way the business operates. Answer: TRUE Diff: 2 Page Ref: 355 AACSB: Use of IT CASE: Comprehension Objective: 9.4

21) From your reading of the Cannondale case study, the firm implemented new information systems in order to achieve which of the main six business objectives? A) customer and supplier intimacy B) survival

C) competitive advantage D) operational excellence Answer: D Diff: 3 Page Ref: 335 AACSB: Analytic Skills

CASE: Analysis in terms of categorize Objective: 9.1

22) Which of the following is not an example of next-generation enterprise applications? A) open-source solutions B) on-demand solutions

C) solutions incorporating SCM D) solutions incorporating SOA Answer: C Diff: 3 Page Ref: 357 AACSB: Reflective Thinking CASE: Comprehension Objective: 9.5

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23) A suite of integrated software modules for finance and accounting, human resources,

manufacturing and production, and sales and marketing that allows data to be used by multiple functions and business processes best describes A) SCM software. B) ERP systems. C) ERM software. D) CRM modules. Answer: B Diff: 2 Page Ref: 337 AACSB: Use of IT CASE: Comprehension Objective: 9.1

24) Enterprise software is built around thousands of predefined business processes that reflect A) the firm's organization. B) industry goals. C) best practices.

D) cutting edge workflow analyses. Answer: C Diff: 2 Page Ref: 338 AACSB: Use of IT CASE: Comprehension Objective: 9.1

25) Which of the following is not true about enterprise systems?

A) Enterprise systems help firms respond rapidly to customer requests for information or products. B) Enterprise system data have standardized definitions and formats that are accepted by the entire organization.

C) Enterprise software is expressly built to allow companies to mimic their unique business practices.

D) Enterprise software includes analytical tools to evaluate overall organizational performance. Answer: C Diff: 2 Page Ref: 337-339 AACSB: Analytic Skills

CASE: Evaluation in terms of assess Objective: 9.1

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26) You have been asked to implement enterprise software for a manufacturer of kitchen appliances. What is the first step you should take? A) Select the functions of the system you wish to use. B) Select the business processes you wish to automate.

C) Map the company’s business processes to the software’s business processes. D) Map the software’s business processes to the company’s business processes. Answer: A Diff: 2 Page Ref: 338 AACSB: Analytic Skills

CASE: Evaluation in terms of assess Objective: 9.4

27) When tailoring a particular aspect of a system to the way a company does business, enterprise software can provide the company with A) configuration tables. B) Web services. C) data dictionaries. D) middleware. Answer: A Diff: 2 Page Ref: 338 AACSB: Use of IT CASE: Comprehension Objective: 9.1

28) In order to achieve maximum benefit from an enterprise software package, a business A) customizes the software to match all of its business processes.

B) uses only the processes in the software that match its own processes. C) changes the way it works to match the software’s business processes. D) selects only the software that best matches its existing business processes. Answer: C Diff: 2 Page Ref: 339 AACSB: Use of IT

CASE: Evaluation in terms of assess Objective: 9.4

29) Supply chain complexity and scale increases when firms A) move to globalization.

B) manage the procurement, manufacturing, and distribution functions themselves.

C) produce products and services that coordinate with hundreds or more firms and suppliers. D) modify their existing workflows to comply with supply-chain management systems. Answer: C Diff: 3 Page Ref: 340 AACSB: Analytic Skills

CASE: Analysis in terms of appraise Objective: 9.2

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30) Why is overstocking warehouses not an effective solution for a problem of low availability? A) It does not speed product time to market. B) It is an inefficient use of raw materials. C) It increases sales costs. D) It increases inventory costs. Answer: D Diff: 2 Page Ref: 342 AACSB: Analytic Skills

CASE: Analysis in terms of appraise Objective: 9.2

31) A network of organizations and business processes for procuring raw materials, transforming these materials into intermediate and finished products, and distributing the finished products to customers is called a A) distribution channel. B) supply chain. C) value chain.

D) marketing channel. Answer: B Diff: 2 Page Ref: 340 AACSB: Reflective Thinking CASE: Comprehension Objective: 9.2

32) Components or parts of finished products are referred to as A) upstream materials. B) raw materials.

C) secondary products. D) intermediate products. Answer: D Diff: 2 Page Ref: 341 AACSB: Reflective Thinking CASE: Comprehension Objective: 9.2

33) A company’s suppliers and the processes for managing relationships with them is the A) supplier's internal supply chain. B) external supply chain.

C) upstream portion of the supply chain. D) downstream portion of the supply chain. Answer: C Diff: 2 Page Ref: 341 AACSB: Reflective Thinking CASE: Comprehension Objective: 9.2

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34) A company’s organizations and processes for distributing and delivering products to the final customers is the

A) supplier's internal supply chain. B) external supply chain.

C) upstream portion of the supply chain. D) downstream portion of the supply chain. Answer: D Diff: 2 Page Ref: 341 AACSB: Reflective Thinking CASE: Comprehension Objective: 9.2

35) Uncertainties arise in any supply chain because of A) inaccurate or untimely information.

B) poor integration between systems of suppliers, manufacturers, and distributors. C) inefficient or inaccurate MIS. D) unforeseeable events. Answer: D Diff: 2 Page Ref: 342 AACSB: Analytic Skills

CASE: Analysis in terms of appraise Objective: 9.2

36) Which of the following traditional solutions enables manufacturers to deal with uncertainties in the supply chain? A) safety stock

B) continuous replenishment C) just-in-time strategies D) demand planning Answer: A Diff: 2 Page Ref: 342 AACSB: Reflective Thinking CASE: Comprehension Objective: 9.2

37) A scheduling system for minimizing inventory by having components arrive exactly at the moment they are needed and finished goods shipped as soon as they leave the assembly line best describes a ________ strategy. A) just-in-time B) frictionless C) bullwhip D) safety-stock Answer: A Diff: 2 Page Ref: 342 AACSB: Use of IT CASE: Comprehension Objective: 9.2

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38) A distortion of information about the demand for a product as it passes from one entity to the next across the supply chain is called the ________ effect. A) network B) bullwhip C) ripple D) whirlpool Answer: B Diff: 1 Page Ref: 342 AACSB: Reflective Thinking CASE: Comprehension Objective: 9.2

39) Supply chain software can be classified as either supply chain ________ systems or supply chain ________ systems. A) push; pull

B) demand; continual C) upstream; downstream D) planning; execution Answer: D Diff: 2 Page Ref: 344 AACSB: Use of IT CASE: Comprehension Objective: 9.2

40) Systems that enable a firm to generate demand forecasts for a product and to develop sourcing and manufacturing plans for that product best describes supply chain ________ systems. A) demand B) delivery C) planning D) execution Answer: C Diff: 2 Page Ref: 344 AACSB: Use of IT CASE: Comprehension Objective: 9.2

41) Supply chain planning systems A) track the physical status of goods.

B) identify the transportation mode to use for product delivery. C) track the financial information involving all parties. D) track the status of orders. Answer: B Diff: 2 Page Ref: 344 AACSB: Use of IT CASE: Comprehension Objective: 9.2

42) Which supply chain planning function determines how much product is needed to satisfy all

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customer demands?

A) distribution management B) replenishment planning C) demand planning D) order planning Answer: C Diff: 2 Page Ref: 344 AACSB: Use of IT CASE: Comprehension Objective: 9.2

43) Supply chain ________ systems manage the flow of products through distribution centers and warehouses to ensure that products are delivered to the right locations in the most efficient manner. A) demand B) delivery C) planning D) execution Answer: D Diff: 2 Page Ref: 344 AACSB: Use of IT CASE: Comprehension Objective: 9.2

44) Capabilities of supply chain execution systems would not include A) identifying the optimal transportation mode. B) tracking the flow of finished goods. C) managing materials.

D) managing warehouse operations. Answer: A Diff: 2 Page Ref: 344 AACSB: Use of IT CASE: Comprehension Objective: 9.2

45) From your reading of the Southwest Airlines case study, the company implemented a new inventory management system to achieve which of the following six business objectives? A) customer and supplier intimacy

B) new products, services, and business models C) survival

D) operational excellence Answer: D Diff: 2 Page Ref: 345-346 AACSB: Analytic Skills

CASE: Evaluation in terms of assess Objective: 9.1

46) A supply chain driven by actual customer orders or purchases follows a ________ model. A) pull-based model

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B) build-to-stock C) push-based

D) replenishment-driven Answer: A Diff: 2 Page Ref: 347 AACSB: Use of IT CASE: Comprehension Objective: 9.2

47) A build-to-order supply-chain model is also called a ________ model. A) supply-based B) demand-driven

C) replenishment-driven D) push-based Answer: B Diff: 2 Page Ref: 347 AACSB: Use of IT CASE: Comprehension Objective: 9.2

48) Concurrent supply chains are made possible by which technology? A) ERP systems B) the Internet

C) supply chain management systems D) just-in-time supply-chain technologies Answer: B Diff: 1 Page Ref: 348 AACSB: Use of IT CASE: Comprehension Objective: 9.2

49) The business value of an effective supply chain management system includes all of the following except

A) faster time to market. B) cost reduction.

C) supply matched to demand. D) increased inventory levels. Answer: D Diff: 2 Page Ref: 348 AACSB: Analytic Skills

CASE: Evaluation in terms of assess Objective: 9.2

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50) A ________ is a method of interaction with a customer, such as telephone or customer service desk.

A) point of presence B) touch point C) sales point D) client channel Answer: B Diff: 2 Page Ref: 350 AACSB: Reflective Thinking CASE: Comprehension Objective: 9.1

51) Which of the following would not be considered a contact point? A) e-mail B) Web site C) intranet D) retail store Answer: C Diff: 2 Page Ref: 350 AACSB: Use of IT CASE: Comprehension Objective: 9.3

52) ________ modules use many of the same data, tools, and systems as CRM to enhance collaboration between a company and its selling partners. A) SCM B) SFA C) ERM D) PRM Answer: D Diff: 2 Page Ref: 351 AACSB: Use of IT CASE: Comprehension Objective: 9.3

53) ________ modules deal with issues such as setting objectives, employee performance management, and performance-based compensation. A) SCM B) SFA C) ERM D) PRM Answer: C Diff: 2 Page Ref: 351 AACSB: Use of IT CASE: Comprehension Objective: 9.3

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54) Customer relationship management systems typically provide software and online tools for sales, customer service, and A) marketing.

B) account management. C) advertising. D) public relations. Answer: A Diff: 2 Page Ref: 351-352 AACSB: Use of IT CASE: Comprehension Objective: 9.3

55) SFA modules in CRM systems would provide tools for A) assigning and managing customer service requests. B) capturing prospect and customer data.

C) identifying profitable and unprofitable customers. D) managing sales prospect and contact information. Answer: D Diff: 1 Page Ref: 351 AACSB: Use of IT CASE: Comprehension Objective: 9.3

56) Customer service modules in CRM systems provide tools for A) assigning and managing customer service requests. B) capturing prospect and customer data.

C) identifying profitable and unprofitable customers. D) managing sales prospect and contact information. Answer: A Diff: 1 Page Ref: 351 AACSB: Use of IT CASE: Comprehension Objective: 9.3

57) Marketing modules in CRM systems would provide tools for A) assigning and managing customer service requests. B) capturing prospect and customer data.

C) identifying profitable and unprofitable customers. D) managing sales prospect and contact information. Answer: C Diff: 1 Page Ref: 352 AACSB: Use of IT CASE: Comprehension Objective: 9.3

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58) ________ software deals with employee issues that are closely related to CRM, such as setting objectives, employee performance management, performance-based compensation, and employee training.

A) Enterprise B) ERM C) PRM D) ERP Answer: B Diff: 2 Page Ref: 286 AACSB: Use of IT CASE: Comprehension Objective: 9.3

59) Selling a customer with a checking account a home improvement loan is an example of A) operational CRM. B) direct marketing. C) cross-selling.

D) cross-channel promotions. Answer: C Diff: 2 Page Ref: 352 AACSB: Use of IT CASE: Comprehension Objective: 9.3

60) ________ management is an important capability for service processes that is found in most major CRM software products. A) Returns B) Lead C) Account D) Events Answer: A Diff: 2 Page Ref: 353 AACSB: Use of IT CASE: Comprehension Objective: 9.3

61) Which of the following is an important capability for sales processes that is found in most major CRM software products? A) returns management B) lead management

C) channel promotions management D) events management Answer: B Diff: 3 Page Ref: 353 AACSB: Use of IT CASE: Comprehension Objective: 9.3

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62) Customer relationship management applications dealing with the analysis of customer data to provide information for improving business performance best describes ________ applications. A) operational CRM B) analytical CRM C) operational SCM D) analytical SFA Answer: B Diff: 2 Page Ref: 354 AACSB: Use of IT

CASE: Synthesis in terms of applying Objective: 9.3

63) Analytical CRM applications

A) include tools for marketing automation.

B) provide consolidated data for operational CRM applications.

C) are based on data warehouses consolidated from operational CRM applications. D) provide customer-facing applications. Answer: C Diff: 2 Page Ref: 354 AACSB: Use of IT CASE: Comprehension Objective: 9.3

64) Operational CRM applications include tools for A) identifying buying patterns. B) calculating CLTV. C) salesforce automation.

D) pinpointing unprofitable customers. Answer: C Diff: 2 Page Ref: 354 AACSB: Use of IT CASE: Comprehension Objective: 9.3

65) Analyzing customer buying patterns is an example of A) CLTV.

B) analytical CRM. C) operational CRM. D) demand planning. Answer: B Diff: 2 Page Ref: 354 AACSB: Use of IT CASE: Comprehension Objective: 9.3

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66) Which metric is based on the relationship between the revenue produced by a specific

customer, the expenses incurred in acquiring and servicing that customer, and the expected life of the relationship between the customer and the company? A) churn rate B) CLTV

C) cost per lead D) cost per sale Answer: B Diff: 2 Page Ref: 355 AACSB: Reflective Thinking CASE: Comprehension Objective: 9.3

67) The measurement of the number of customers who stop using or purchasing products or services from a company is called A) switching costs. B) churn rate. C) CLTV. D) switch rate. Answer: B Diff: 2 Page Ref: 355 AACSB: Reflective Thinking CASE: Comprehension Objective: 9.3

68) All of the following statements about enterprise applications are true except for

A) Enterprise applications are more successfully implemented when an organization has prepared for organizational change.

B) Once you have purchased and implemented a vendor's enterprise system, it is much less expensive to switch vendors.

C) The total implementation cost of a large system runs into millions of dollars. D) Enterprise applications are based on organization-wide definitions of data. Answer: B Diff: 2 Page Ref: 355-356 AACSB: Analytic Skills

CASE: Analysis in terms of appraise Objective: 9.4

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69) ________ integrate(s) multiple applications from multiple business functions, business units, or business partners to deliver a seamless experience for the customer, employee, manager, or business partner and provide a greater degree of cross-functional integration than the traditional enterprise applications. A) PRM software B) SFA software C) ERP suites

D) Service platforms Answer: D Diff: 2 Page Ref: 360 AACSB: Use of IT CASE: Comprehension Objective: 9.5

70) Enterprise application vendors have created ________ to make their own customer

relationship management, supply chain management, and enterprise systems work closely together with each other. A) e-business suites B) ERP systems C) middleware D) legacy systems Answer: A Diff: 1 Page Ref: 356-357 AACSB: Use of IT CASE: Comprehension Objective: 9.5

71) ________ consists of a set of interdependent software modules that support basic internal business processes for finance and accounting, human resources, manufacturing and production, and sales and marketing. Answer: Enterprise software Diff: 2 Page Ref: 337 AACSB: Use of IT CASE: Comprehension Objective: 9.1

72) As they move through the ________, raw materials are transformed into finished products and shipped to retailers and customers. Answer: supply chain Diff: 1 Page Ref: 340 AACSB: Reflective Thinking CASE: Comprehension Objective: 9.2

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73) In a(n) ________ strategy, components arrive exactly at the moment they are needed, and finished goods are shipped as they leave the assembly line. Answer: just-in-time Diff: 2 Page Ref: 342 AACSB: Reflective Thinking CASE: Comprehension Objective: 9.2

74) To model its existing supply chain and make better decisions about managing inventory, a firm would implement the type of SCM called supply chain ________ systems. Answer: planning Diff: 2 Page Ref: 344 AACSB: Use of IT CASE: Comprehension Objective: 9.2

75) With new flows of information made possible by Web-based tools, supply chain management can more easily follow a(n) ________ model. Answer: pull-based Diff: 2 Page Ref: 347 AACSB: Reflective Thinking CASE: Comprehension Objective: 9.2

76) ________ modules in CRM systems help sales staff increase their productivity by focusing sales efforts on the most profitable customers, those who are good candidates for sales and services.

Answer: Sales force automation, SFA Diff: 2 Page Ref: 351 AACSB: Use of IT CASE: Comprehension Objective: 9.3

77) ________ CRM includes customer-facing applications such as tools for sales force automation, call center and customer service support, and marketing automation. Answer: Operational Diff: 2 Page Ref: 354 AACSB: Use of IT CASE: Comprehension Objective: 9.3

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78) A company's suppliers and it's suppliers' suppliers constitutes the ________ portion of the supply chain.

Answer: upstream Diff: 2 Page Ref: 341 AACSB: Reflective Thinking CASE: Comprehension Objective: 9.2

79) Enterprise-wide ________ platforms provide a greater degree of cross-functional integration than the traditional enterprise applications. Answer: service Diff: 2 Page Ref: 360 AACSB: Use of IT CASE: Comprehension Objective: 9.5

80) The most explosive growth in SaaS offerings has been for ________ software, exemplified by the leadership in hosted solutions by Salesforce.com Answer: customer relationship management, CRM Diff: 3 Page Ref: 357 AACSB: Use of IT CASE: Comprehension Objective: 9.5

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81) Identify and describe three major enterprise applications.

Answer: Enterprise systems, customer relationship management, and supply chain management are three enterprise applications. Enterprise systems are based on a suite of integrated software modules and a common central database. Enterprise systems utilize enterprise software to support financial and accounting, human resources, manufacturing and production, and sales and

marketing processes. Enterprise systems provide many benefits including an enterprise-enabled organization, improved management reporting and decision making, a unified information systems technology platform, and more efficient operations and customer-driven business processes.

Supply chain management systems help an organization better manage its supply chain,

including planning, sourcing, making, delivering, and returning items. Supply chain management software can be categorized as a supply chain planning system or as a supply chain execution system. A supply chain planning system enables a firm to generate demand forecasts for a product and to develop sourcing and manufacturing plans for that product. A supply chain execution system manages the flow of products through distribution centers and warehouses to ensure that products are delivered to the right locations in the most efficient manner. Supply chain

management benefits include improved customer service and responsiveness, cost reduction, and cash utilization.

Customer relationship management systems help firms maximize the benefits of their

customer assets. These systems capture and consolidate data from all over the organization and then distribute the results to various systems and customer touch points across the enterprise. Customer relationship management systems can be classified as operational or as analytical. Operational CRM refers to customer-facing applications, such as sales force automation, call center and customer service support, and marketing automation. Analytical CRM refers to customer relationship management applications dealing with the analysis of customer data to provide information for improving business performance. Benefits include increased customer satisfaction, reduced direct marketing costs, more effective marketing, and lower costs for customer acquisition and retention. Diff: 2 Page Ref: 337-355 AACSB: Analytic Skills

CASE: Analysis in terms of summarize Objective: 9.1

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82) Identify at least six benefits and four challenges of enterprise systems.

Answer: Benefits include: increasing operational efficiency; providing firmwide information to help decision-making; standardized business processes; greater responsiveness to customer needs; greater accuracy in fulfilling product demand; reduction of inventory and inventory costs;

reduction in order-to-delivery time; improving business processes; removing redundant processes and systems; lowering costs through centralized processing; and improved decision-making. Challenges include: the expense of the software and related costs; the time required for implementation; deep-seated technological changes required, the deep-seated organizational changes required; overcoming organizational resistance; switching costs; data cleansing work required. Diff: 2 Page Ref: 339, 355-356 AACSB: Analytic Skills

CASE: Evaluation in terms of assess Objective: 9.4

83) Identify two classifications for supply chain software. For each classification, identify five capabilities.

Answer: Supply chain planning systems and supply chain execution systems are two

classifications for supply chain software. Supply chain planning systems enable a firm to generate demand forecasts for a product and develop sourcing and manufacturing plans for that product. Capabilities include order planning, advanced scheduling and manufacturing planning, demand planning, distribution planning, and transportation planning. Supply chain execution systems manage the flow of products through distribution centers and warehouses to ensure that products are delivered to the right locations. Capabilities include order commitments, final production, replenishment, distribution management, and reverse distribution. Diff: 2 Page Ref: 344 AACSB: Analytic Skills

CASE: Analysis in terms of summarize Objective: 9.2

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84) What additional complexities are faced in global supply chains? How does the Internet help in managing global supply chains?

Answer: Global supply chains typically span greater geographic distances and time differences than domestic supply chains and have participants from a number of different countries. Although the purchase price of many goods might be lower abroad, there are often additional costs for

transportation, inventory, and local taxes or fees. Performance standards may vary from region to region or from nation to nation. Supply chain management may need to reflect foreign government regulations and cultural differences. All of these factors impact how a company takes orders, plans distribution, organizes warehousing, and manages inbound and outbound logistics throughout the global markets it services. The Internet helps companies manage many aspects of their global supply chains, including sourcing, transportation, communications, and international finance. As goods are being sourced, produced, and shipped, communication is required among retailers, manufacturers, contractors, agents, and logistics providers. Many, especially smaller companies, still share product information over the phone, via e-mail, or through faxes. These methods slow down the supply chain and also increase errors and uncertainty. With Internet technology, supply chain members can communicate through a Web-based system. Diff: 2 Page Ref: 346-347 AACSB: Analytic Skills

CASE: Evaluation in terms of assess Objective: 9.2

85) Identify two supply chain models. Which is better?

Answer: Push-based and pull-based models were discussed in the textbook. Push-based refers to a supply chain driven by production master schedules based on forecasts or best guesses of demand for products. Pull-based refers to a supply chain driven by actual customer orders or purchases so that members of the supply chain produce and deliver only what customers have ordered. Pull-based models are better. Diff: 1 Page Ref: 347 AACSB: Analytic Skills

CASE: Evaluation in terms of assess Objective: 9.2

86) Identify and describe the two types of customer relationship management applications.

Answer: Operational CRM and analytical CRM are two types of CRM. Operational CRM refers to customer-facing applications, such as sales force automation, call center and customer service support, and marketing automation. Analytical CRM refers to customer relationship management applications dealing with the analysis of customer data to provide information for improving business performance. Diff: 1 Page Ref: 354 AACSB: Analytic Skills

CASE: Analysis in terms of summarize Objective: 9.3

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87) Identify five benefits of customer relationship management systems.

Answer: Benefits include: better customer service, make call centers more efficient, cross-sell products more effectively, help sales staff close deals faster, simplify marketing and sales processes, acquire new profitable customers, sell additional products and services, provide

customer information for developing new products, increase product utilization, reduce sales and marketing costs, identify and retain profitable customers, optimize service delivery costs, retain high-lifetime value customers, improve customer loyalty, improve response rates to direct mail, increase product profitability, respond quickly to market opportunities. Diff: 2 Page Ref: 349-355 AACSB: Analytic Skills

CASE: Evaluation in terms of assess Objective: 9.3

88) You have been hired by Santori, Inc., a small company that imports and distributes an Italian sparkling water. The company is interested in what benefits an enterprise system would bring. Would an enterprise system be appropriate for this company? What steps would you take in determining this?

Answer: An enterprise system may be too expensive, although there are enterprise software packages that are available to smaller companies. A hosted enterprise application might be the most economical way to implement an enterprise system. To determine whether this would be beneficial to Santori, I would first look at their existing business processes. It would be ideal to determine if their efficiency meets benchmarks in their industry and allows them to be competitive with other businesses in their niche. Then I would review existing hosted applications to see how the applications business processes matched up with Santori’s. It would be important to compare the costs of instituting new business processes with the benefits and cost-savings. Diff: 3 Page Ref: 337-355 AACSB: Analytic Skills

CASE: Synthesis in terms of devising Objective: 9.1

89) Plant Away is an Oregon-based retailer and distributor of trees and shrubs. They have

hundreds of smaller nurseries based around the country that grow the plant stock. The majority of their business is conducted online: Consumers purchase typically small quantities of products online and Plant Away coordinates the shipping from the most appropriate nursery. What unique problems might you anticipate they have in their supply chain? What might remedy these problems?

Answer: Typical problems in supply chains arise from unforeseeable events. In a plant nursery, variations in the weather, growing season, plant diseases, crop output would be uncertainties. Other problems might be interstate regulations governing plants allowed in different states, and making sure plants survive and are healthy during transportation. It would be very important to have up-to-date forecasting of the weather or growing seasons that could anticipate possible problems, and analyze and determine the best transportation routes. Diff: 3 Page Ref: 340-349 AACSB: Analytic Skills

CASE: Synthesis in terms of devising Objective: 9.2

90) You have been hired by Croydon Visiting Nurse Services, whose business processes are all

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manual, paper-based processes. How might a CRM system benefit them?

Answer: A CRM system that includes patient’s health records would allow any nurse to take over if another needed replacement. Assuming that the nurses had access via laptops or other PDAs to the system, a new nurse would have instant access to the patient's needs. The CRM might also be able to record which types of treatments or products customers were most interested in or gave the greatest benefit to customers, and help anticipate needs. Additionally, with PRM capabilities, products needed by the nursing service would be more easily anticipated, ordered, and delivered. Since the employees work in the field, or away from a central office, Internet-based communications might provide tools for reviewing employee performance. Diff: 3 Page Ref: 349-355 AACSB: Analytic Skills

CASE: Evaluation in terms of assess Objective: 9.3

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