Customer Relationship Management

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MBCH772D
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 CUSTOMER RELATIONSHIP MANAGEMENT Total Marks: 100 Duration: 180 Minutes Instructions: Question Paper Related Instructions 1.
 
Total Duration of Exam is 3 hrs 2.
 
Do not navigate away from Test Window during Exam 3.
 
Section A Contains 25 MCQ of 2 Marks Each 4.
 
Section B Contains Short Descriptive Question. Answer the Question as per Instructions. This Section is of 20 Marks. 5.
 
Section C Contains Situation Based Questions. Answer the Question as per Instructions. This Section is of 30 Marks. 6.
 
Upload All the Answers of Section B Together 7.
 
Upload All the Answers of Section C Together Instructions for Descriptive Questions 1.
 
Make Sure to Upload all Scans immediately after you answer every questions. Do not wait till the end to avoid any last-minute panic 2.
 
The Exam time includes the time for Scan and Upload your Answers 3.
 
If you are using Laptop + Mobile for Examination, Click on Open Test on Laptop and Click on 3
rd
 Eye on Mobile. 4.
 
If you are using Laptop + Mobile for Examination, when scanning and uploading from Mobile, ensure that the correct question is open on the laptop. 5.
 
When Clicking on Camera Button on Smart Phone for scanning and uploading, you have 2 camera application available to scan the answers: your phones native camera and an alternative low memory camera. Click on low memory camera in case if your browser shows an error due to low memory. Click finish only after completion of Exam. Section A:
MCQ’s [25X2]
 Difficulty Level: Low Attempt all 25 Questions
1.
 
Customer Relationship Management is about______________ a.
 
Acquiring the right customer b.
 
Instituting the best processes c.
 
Motivating employees d.
 
All of the above 2.
 
Knowing more about their customers would help marketers serve the customers______ a.
 
Much better b.
 
Satisfy them c.
 
keep them loyal d.
 
All of the above 3.
 
Number of customers or potential customers who will help in company's growth is classified as____________
 
a.
 
customer base b.
 
retailer base c.
 
distributor base d.
 
marketers base 4.
 
 __________ is the processing of data about customers and their relationship with the
enterprise in order to improve the enterprise’s future sales and service and lower cost.
 a.
 
database marketing b.
 
customer relationship management c.
 
CRM analytics d.
 
B2C 5.
 
CRM technology can help in_________ a.
 
Designing direct marketing efforts b.
 
Developing new pricing models c.
 
Processing transactions faster d.
 
All of the above 6.
 
 _________ is the study of how individuals, groups and organizations select, buy, use and dispose of goods, services, ideas or experiences to satisfy their needs and wants. a.
 
Consumer behaviour b.
 
Product cycle c.
 
Purchase behaviour d.
 
None of the above 7.
 
The decision-making process of effective CRM involves _________________ a.
 
Clearly define the management objective and strategy b.
 
Choose the right process of implementation c.
 
Identify the best software solution d.
 
All of the above 8.
 
 ____________is responsible for automating various marketing processes a.
 
EMA b.
 
SFA c.
 
CRM d.
 
CSS 9.
 
A _______________is said to have customers, a physical or virtual facility to house the required hardware and/or infrastructure, and service providers. a.
 
Service System b.
 
CRM System c.
 
Service Development System d.
 
All of them 10.
 
While analysing an end service provider, it is clearly observable that all the  _______________ can be given a specific role and placement in its service system hierarchy. a.
 
Service System b.
 
Sub System c.
 
CRM System d.
 
Eco System 11.
 
The main objectives of Customer Relationship Measurement systems are___________ a.
 
To influence or validate decision making b.
 
To guide ongoing activities or tactics c.
 
To predict future states
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d.
 
All of the above 12.
 
In Hard Approach companies develop a ____________ model which helps to deliver actual cash benefits to the company. a.
 
Profit maximisation b.
 
Return on investment c.
 
Customer Satisfaction d.
 
All the above 13.
 
A measurement approach deployed for single customer segment per one product/service. a.
 
Product Deployment b.
 
Segment Deployment c.
 
Narrow Deployment d.
 
All of the above 14.
 
A measurement approach deployed for single segment a.
 
Single Deployment b.
 
Narrow Deployment c.
 
Segment Deployment d.
 
None of the above 15.
 
Customer Complaint Management Initiatives provides _________ in expensive and acrimonious legal disputes a.
 
Decrease b.
 
Increase c.
 
No Change d.
 
None of them 16.
 
Upset customers may complain to the company, but the company may use an independent shipper, complicating complaint resolution is a type of __________ complaint. a.
 
Product Specific complaint b.
 
Delivery error c.
 
Personnel complaint d.
 
None of the them 17.
 
The _________ who will become a partner will become a profitable patron a.
 
Manager b.
 
Organization c.
 
Customer d.
 
Employee 18.
 
With a ________ database, the organisation might increase its possibilities to accumulate a more range of clients. a.
 
Larger b.
 
Smaller c.
 
Stable d.
 
Unstable 19.
 
Customer Loyalty leads to__________ a.
 
Retention of customer b.
 
Repeated purchase by the customer c.
 
getting feedbacks from the customers d.
 
All of the above 20.
 
A positive corporate image has ________ impact on customer loyalty a.
 
Little
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b.
 
Unfavourable c.
 
Favourable d.
 
None of them 21.
 
In Cross selling the new product is usually recommended to the purchaser based totally on their _________ purchases. a.
 
Past b.
 
Present c.
 
Future d.
 
None of them 22.
 
Customer care that exceeds client expectation will cause _______ of retention a.
 
Lower rate b.
 
Moderate rate c.
 
Higher Rate d.
 
All of Them 23.
 
Analytical CRM is defined as___________ a.
 
Support system b.
 
To understand and capitalize customer needs and wants c.
 
To help senior executives, marketing, sales d.
 
All of Them 24.
 
The Key feature of analytical CRM is________ a.
 
It combines and interacts value of customer b.
 
Customer Acquisition c.
 
Time until Acquisition d.
 
None of Them 25.
 
In order to further increase the dedication in their clients, diverse companies additionally implement _________ applications a.
 
Saving b.
 
Club c.
 
Relationship d.
 
Loyalty
Section B: Short Descriptive Answers [Scan & Upload] Difficulty Level: Medium Attempt any 2 Question [2Qx10] Write Answer in not less than 200 Words
Q1.
Explain the importance of a CRM system in an organization & Throw light on the approaches of CRM?
Q2.
Discuss the five phases discovered by Dwyer that may give rise to customer-supplier relationships. Explain why customers do not want relationships with suppliers?
Q3.
How CRM is a business strategy? Explain the nature of CRM strategy and discuss the four-step approach to create a CRM strategy.
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