Question Paper Code : BS2168 - Anna Universitycde.annauniv.edu/mbaqp/pdf/Fourth...
Transcript of Question Paper Code : BS2168 - Anna Universitycde.annauniv.edu/mbaqp/pdf/Fourth...
![Page 1: Question Paper Code : BS2168 - Anna Universitycde.annauniv.edu/mbaqp/pdf/Fourth Semester/DBA7065/DBA7065.pdfDBA 7065 — CUSTOMER RELATIONSHIP MANAGEMENT (Regulations 2013) Time :](https://reader033.fdocuments.in/reader033/viewer/2022042920/5f64ec2cac7dd414cb089caa/html5/thumbnails/1.jpg)
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
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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)
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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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