CNO – 204 (MKT) : Marketing Management Specialization – V,University Of Pune Question Paper,M.B.S. (Semester – II),2014 Question Paper

University Of  Pune Question Paper
M.B.S. (Semester – II) Examination, 2014
CNO – 204 (MKT) : Marketing Management Specialization – V
CUSTOMER RELATIONSHIP MANAGEMENT
(2013 Pattern)
Time : 2½ Hours Max. Marks : 50
 Instructions : 1) Attempt all questions.
2) All questions carry equal marks.
1. a) Discuss the important relationship management theories.
OR
b) Explain the concept of CRM. Discuss strategic CRM and operational CRM.
2. a) Discuss what is a new customer ? Discuss prospecting and KPI of a customer acquisition
programme.
OR
b) What is customer retention ? Discuss the strategies for customer development.
3. a) Explain the concept of Data Mining and Data Warehousing. Also enlist and discuss the
privacy issues.
OR
b) Mention and explain the seven core customer management strategies.
4. a) What is a network ? Discuss :
i) Business networks and CRM
ii) Scope of CRM
OR
b) Explain the concept of value creation. Discuss Alliance between non-competing firms
and alliance between competing firms.
5. a) Bring out the relationship between organizational roles and CRM. Also mention strategic
goals of CRM.
OR
b) Write short note on (any two) :
i) Empowerment
ii) Network and virtual organizations
iii) Person-to-person contacts.
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