Reg. No. :

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.

Question Paper Code : BS2168

BS2168 2

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)

BS2168 3

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.

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