Examination Paper: Customer Relationship Management IIBM Institute of Business Management Examination Paper Customer Relationship Management Section A: Objective Type (30 marks) • • • This section consists of Multiple Choice questions & Short notes type questions. Answer all the questions. Part One questions carry 1 mark each & Part Two questions carry 4 marks each. MM.100
Part One: Multiple Choices: 1. High congruence means: a. High probability of success b. Low probability of success c. Zero probability of success d. None of the above 2. Novo Jim’s excellent resource book for Recency, Frequency and Monetary is: a. Drilling high b. Digging the top c. Cutting edges d. Drilling down 3. What stands for ‘R’ in FURPS? a. Responsibility b. Resource c. Retention d. Reliability 4. NAICS stands for: a. National American Industry Coding System b. North American Industry Cooling System c. National American Industry Cooling System d. North American Industry Coding System 5. The book ‘Reengineering the corporation’ was written by: a. Michael Hammer and James Champy b. Michael Champy and James Hammer c. Michael Douglus and James Ferrari d. Michael Ferrari and James Douglus 6. The book ‘Building the Data warehouse’ was written by: a. Michael Doglus b. James Champy c. Bill Inmon
IIBM Institute of Business Management
Examination Paper: Customer Relationship Management d. James Ferrari 7. Which is considered as the bible of database marketing? a. ‘Drilling High’ b. ‘Building the Data warehouse’ c. ‘The complete database marketer’ d. ‘Drilling down’ 8. CASE stands for: a. Customer Aided Software Engineering b. Computer Aided Software Engineering c. Customer Aided System Engineering d. Computer Aided System Engineering 9. What stands for ‘B’ in BBB? a. Bail b. Buffer c. Bureau d. Block 10. If high quality is one of the attribute then: a. It will be suicidal to ship products with high DOA b. It will be beneficial to ship products with high DOA c. It will be suicidal to ship products with low DOA d. It will be beneficial to ship products with low DOA
Part Two: 1. 2. 3. 4. 5. Why e- CRM is important in present life? Describe the 3 phases of ‘Waterfall Model’. Write the significance of ‘N/13 Test’ prioritization. What is ‘Life time value’ related with customer? What are ‘Warehouse data(s)’?
END OF SECTION A
IIBM Institute of Business Management
Examination Paper: Customer Relationship Management
Section B: Caselets (40 marks) • • • • This section consists of Caselets. Answer all the questions. Each Caselet carries 20 marks. Detailed information should form the part of your answer (Word limit 150 to 200 words). Caselet 1 Project Energized: Indian Synthetics Limited was established in the year 1987 by Seth Gopichand, who was an NRI based in Singapore. The company’s main products were blended synthetics, polyester and cotton yarn; which were suitable for readymade garments. The company had achieved an outstanding success with an annual turnover of Rs. 1,500 crores and was awarded the ‘Exporter of the Year Award’ since 1988, for four consecutive years by the Government of India. Encouraged by the profitability of the Jabalpur plant, the company set up another manufacturing plant at Nasik. The company was a typically family run business wherein no outsiders were inducted at the top management positions. Even the Chartered Accountant was from the family. The plant at Jabalpur had 1,300 workers with an average age of 28 years and an educational qualification of either high school or secondary school. 60 percent of the workers were from Bihar and the rest were from Orissa. They were highly paid with reference to the industry average and were provided with residential accommodation on the factory premises. All the employees were men with no woman employee on the plant’s payroll. Among the workers and staff it was common that the management had not initiated the appointment. Since the past 12 years of its existence, the...
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