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Question Paper Code:: Reg. No.

This document outlines the questions that will be asked in an MBA exam on customer relationship management. The exam has three parts: Part A contains 10 short questions worth 2 marks each; Part B contains 5 long-form questions worth 13 marks each; Part C contains 1 long-form question worth 15 marks. Questions will assess students' understanding of key CRM concepts like the stakeholders in CRM, customer perception, analytical vs operational CRM, data warehousing, and CRM strategies. Students will also be asked to discuss the significance of CRM, customer lifetime value analysis, CRM roadmaps and solutions, and call center management challenges.

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63 views11 pages

Question Paper Code:: Reg. No.

This document outlines the questions that will be asked in an MBA exam on customer relationship management. The exam has three parts: Part A contains 10 short questions worth 2 marks each; Part B contains 5 long-form questions worth 13 marks each; Part C contains 1 long-form question worth 15 marks. Questions will assess students' understanding of key CRM concepts like the stakeholders in CRM, customer perception, analytical vs operational CRM, data warehousing, and CRM strategies. Students will also be asked to discuss the significance of CRM, customer lifetime value analysis, CRM roadmaps and solutions, and call center management challenges.

Uploaded by

foulmaster
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PDF, TXT or read online on Scribd
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Reg. No.

Question Paper Code : BS2168

M.B.A. DEGREE EXAMINATION, AUGUST/SEPTEMBER 2017.

Fourth Semester

Marketing Management

DBA 7065 — CUSTOMER RELATIONSHIP MANAGEMENT

(Regulations 2013)

Time : Three hours Maximum : 100 marks

Answer ALL questions.

PART A — (10  2 = 20 marks)

1. Define CRM.

2. Who are the stakeholders of CRM and their roles, responsibilities?

3. What do you mean by customer perception?

4. Distinguish between individual customer and group customer.

5. Mention any two business applications of CRM.

6. What are the strategies for customer acquisition?

7. What are the problems of Call Centre Management?

8. Distinguish Analytical CRM and Operational CRM.

9. What do you meant by Data warehousing?

10. Write short note on Data Mining.


PART B — (5  13 = 65 marks)

11. (a) Discuss about the significance of customer relationship management to


its stakeholders in detail.

Or

(b) What is context of relationship management? Explain about the


transactional Vs relationship approach of CRM.

12. (a) What is customer life time value? How customer profit analysis help to
understand customers?

Or

(b) Explain the customer behavior from relationship perspectives.

13. (a) Discuss with the examples of CRM roadmap for business applications.

Or

(b) Discuss the strategies for customer acquisition, retention and prevention
of defection.

14. (a) Define call center management and explain the advantages and
disadvantages.

Or

(b) Explicate the CRM strategic planning process with the suitable example.

15. (a) What are the functional and technical requirements for CRM solutions?
Explain.

Or

(b) Write short notes on :

(i) Data Mining for CRM. (3)

(ii) Data warehousing. (3)

(iii) CRM software packages. (3)

(iv) Role of interactive technologies in CRM. (4)

2 BS2168
PART C — (1  15 = 15 marks)

16. (a) Explain the changing trends in CRM. How it is effectively works in
retaining customer base?

Or
(b) A company wishes to launch new toothpaste, which could prevent tooth
cavities and tooth decay. But the toothpaste market is highly crowded
with multiple brands. As marketing executive prepare a market research
strategy to attract new customers as well as to retain existing customers,
what type of customer relationship management strategy is required and
so the company’s new brand could be established in the market.

———————

3 BS2168

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