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Reg No.: Name:
APJ ABDUL KALAM TECHNOLOGICAL UNIVERSITY
Fifth Trimester MBA Degree Regular and Supplementary Examination April 2021

Course Code: : ۸1111-15-1
Course Name: CUSTOMER RELATIONSHIP MANAGEMENT
Max. Marks: 60 Duration: 3 Hours
PARTA
Answer all questions. Each question carries 2 marks. Marks
Write short notes on:

1 Difference between CRM and e CRM. (2)
2 Components of EMA. (2)
3 Methods of Implementing CRM. (2)
4 Any two Disadvantages of ASP. (2)
5 Any two complaint handling techniques in CRM. (2)
PART ‏تا‎
‎Answer any 3 questions. Each question carries 10 marks.
6 Define CRM. Why it is important for an organization? Substantiate. (10)
7 Response management is more effective in E-marketing and closed loop based (10)

system. Justify this statement with proper example.

8 Explain in detail about the various steps involved with pre implementation of (10)
CRM.
9 Who are ASPs? Discuss their role and functions in detail. (10)
10 Discuss the role and models of emerging marketing channels and their impact (10)
in CRM.
PART ட

Compulsory question, the question carries 20 marks.
11 Destination Disney: Destination Disney is the name of Disney’s new customer (20)
experience strategy. The company intends to leverage technology, both up front
and behind the scenes, in hopes of personalizing the park experience. Once in
the park, the idea is to be able to givepack goers up to the minute information
specific to their pre-set preferences. via their cell phones. This project hopes to
collect information from customer or make this data accessible across all lines
of business so that employee at any given time can access or add information to
a visitors profile. Another initiative that lier in Destination Disney is a Web Site
called Magical Gatherings, specifically intended to boost new revenues and

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