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Dam 103 Customer Relationship Management Question Paper

Dam 103 Customer Relationship Management

Course:Diploma In Business Management

Institution: Kca University question papers

Exam Year:2014

UNIVERSITY EXAMINATIONS: 2013/2014
STAGE IV ORDINARY EXAMINATION FOR THE DIPLOMA IN
BUSINESS MANAGEMENT
DAM 103 CUSTOMER RELATIONSHIP MANAGEMENT
DATE: AUGUST 2014
TIME: 1 1/2 Hours
INSTRUCTION: Answer any THREE questions
QUESTION ONE: (20 MARKS)
a) Discuss tools for tracking and measuring customer satisfaction (10 Marks)
b) Briefly describe the value chain concept giving examples where relevant (10 Marks)
QUESTION TWO: (20 MARKS)
a)
Analyze the four Strategic Business Units that describe the different levels a product can
adopt in an organization
b)
(10 Marks)
What are the contents of a CRM plan? (10 Marks)
QUESTION THREE: (20 MARKS)
a) With the aid of a diagram, discuss the internal marketing concept in detail (10 Marks)
b) Analyze the Process undertaken to prepare the corporate plan (10 Marks)
QUESTION FOUR: (20 MARKS)
a)
b) Describe the history of relationship marketing pointing out the concepts of marketing
(10 Marks)
Why do customers engage in relationship marketing?
(5 Marks)
c) Briefly describe the levels in customer relationship building
1
(5 Marks)
QUESTION FOUR: (20 MARKS)
(a)
List the difference between final consumer and business (industrial) consumer.
(10 Marks)
(b)
Define the term stakeholders. List and explain the various types of stakeholders in an
organization.
(10 Marks)
2

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