Monday, May 20, 2019

Gauhati University Question Papers: Customer Relations and Retail Trade Management (Nov-Dec’ 2013)


2013
CUSTOMER RELATIONS AND RETAIL TRADE MANAGEMENT
Full Marks: 80
Time: 3 hours
(The figures in the margin indicate full marks for the questions)
1. Answer the following question as directed:                                             1x10=10
a)         Which one of the following in the foremost goal of CRM?
1)         Establishing Customer Loyalty.
2)         Customer satisfaction.
3)         Standardization of Customer Service.
4)         All of the above.
b)         Which is the end result in reaching perfection in customer retention?
c)          Which one of the following is not a important step in relationship marketing?
1)         Identifying the customers.
2)         Differentiating the customers.
3)         Interacting with customers.
4)         Organizing dealers meet.
d)         Name the route best suited for customer interaction where internet penetration is low.
e)         Identify the marketing concept that is closely linked to co-creation of value.
f)          Which one of the following is the unique advantage of a KIRANA SHOP?
1)         Price.
2)         Product Range.
3)         Customer Service.
4)         Location.
g)         Name the theory of retailing propounded by Malcomb Mc Nair.
h)         Name the store that creates nuisance in public places.
i)           Transportation of used product from point of consumption to point of origin refers to _______. (Fill in from the following)
1)         Reverse logistic.
2)         Business logistic.
3)         Service logistics.
4)         Event logistic.
j)           What is the form of retailing that requires personal Digital Assistant?
2. Write short answer of the following:                                                    2x5=10
1)         What is customer equity?
2)         What is the essence of collaborative component of CRM?
3)         Mention two characteristics of a parasite store.
4)         What is an outlet mall?
5)         State two objectives of logistic management.
3. Write short notes on any four of the following:                                5x4=20
1)         Reason for losing customers.
2)         Steps in CRM process.
3)         Factors affecting customer interaction.
4)         Three basic tenets of retailing.
5)         Five features of a Discount Store.
6)         An ideal tenant mix plan.
4. Outline six leading strategies for building customer relationship and four relationships based pricing schemes.                                                                                                         6+4=10
Or
What are the steps in customer retention process? Explain the benefits of customer retention.                                                                                                                                                   4+6=10
5. Discuss the 4C’s of the CRM process. What are the key requirements for CRM?                                                                                                                                           4+6=10
Or
State the major steps necessary for effective CRM implementation.           10
6. Explain any two cyclical theories of retailing.                                       5+5=10
Or
Give an account of changes scenario of retailing in India today.                       10
7. Mention the guidelines for an effective catalogue. What are the advantages and disadvantages of catalogue marketing?                                                                             4+4+2=10
Or
What is logistics management? What are the decisions involved in this regard?          4+6=10

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