BA9256 CUSTOMER RELATIONSHIP MANAGEMENT NOVEMBER/DECEMBER 2010 ANNA UNIVERSITY MBA QUESTION PAPER NOV/DEC 2010 REGULATION 2009

BA9256 CUSTOMER RELATIONSHIP MANAGEMENT NOVEMBER/DECEMBER 2010 ANNA UNIVERSITY MBA QUESTION PAPER NOV/DEC 2010 REGULATION 2009

BA9256 CUSTOMER RELATIONSHIP MANAGEMENT NOVEMBER/DECEMBER 2010 ANNA UNIVERSITY MBA QUESTION PAPER NOV/DEC 2010 REGULATION 2009

M.B.A. DEGREE EXAMINATION, NOVEMBER/DECEMBER 2010

Elective

BA 9256 — CUSTOMER RELATIONSHIP MANAGEMENT

(Regulation 2009)

Time : Three hours Maximum : 100 Marks

Answer ALL questions

PART A — (10 × 2 = 20 Marks)

1. Define CRM.
2. Explain the significance of CRM to the stakeholders.
3. Explain customers profile analysis.
4. What is Customer life time value?
5. Name the elements of CRM.
6. Mention the CRM models.
7. Explain CRM tools.
8. Mention the implementation issues of CRM package.
9. What is data warehousing?
10. Name few CRM software packages.


PART B — (5 × 16 = 80 Marks)


11. (a) Discuss in depth the types of CRM.
Or
(b) Discuss ‘‘CRM as a strategic management tool’’.
12. (a) Customers are value maximisers and risk minimisers. Comment with
examples.
Or
(b) How will you segment the customers using customer life time value?
Explain with examples.
13. (a) Explain the CRM process with relevant examples.
Or
(b) Discuss with examples CRM roadmap for business applications.
14. (a) Discuss the CRM implementation issues.
Or
(b) Discuss the HR issues in implementation.
15. (a) What are the functional and technical requirements for CRM solutions?
Explain.
Or
(b) Explain the role of data warehousing and data mining in CRM.