POST GRADUATE DIPLOMA EXAMINATIONS, FEBRUARY 2009.

CUSTOMER RELATIONSHIP MANAGEMENT

COURSE CODE: 130205
TIME: 3 HOURS

MAXIMUM MARKS: 100

PART A
ANSWER ANY FIVE QUESTIONS

(5 x 4 =20)

1. Explain the various elements of marketing environment.

2. What do you mean by consumer behaviour?
3. Define customer service.
4. Explain the meaning of market segmentation.
5. Define CRM.
6. What do you mean by Customer Delight?
7. What is Customer Information System?
8. Define Customer Loyalty.

PART B
ANSWER ALL QUESTIONS

(4 x 16 = 64)

9. (a) Describe the functions of marketing and explain it in detail.

(or)
(b) Discuss the application of relationship marketing with respect of different type of
customers.

10. (a) Explain the main characteristics of services marketing.

(or)
(b) Elucidate the benefits of CRM.

11. (a) Enumerate the effect of IT and internet on customer relationship management.
(or)
(b) Suggest successful guidelines for implementation of CRM in retail industry.

12. (a) Discuss the major strategies for developing the customer loyalty.
(or)
(b) Briefly discuss the major components of e-CRM.

PART C
CASE STUDY-COMPULSORY

(1 x 16 = 16)

13. Melina Rose ltd, is the cosmetic arm of Indias one of leading business groups
established in 1992 with the specific aim of introducing high quality cosmetics in Indian
marked. The products range from face powders, face cream, washing cream, and
moisturizer. The company and its products have been a trusted name with its quality and
proper positioning in the minds of the customers.

However, the company started facing decline of market share for the past two
years. The reason behind that is, brand switchers are increasing due to the inclination of
customers towards competitor (local/regional) brands.

1. What strategies you would recommend to stop brand switching behaviour of

customers and how would you retain them?

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