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Dam 103 Customer Relationship Marketing Question Paper

Dam 103 Customer Relationship Marketing

Course:Diploma In Business Management

Institution: Kca University question papers

Exam Year:2014

UNIVERSITY EXAMINATIONS: 2013/2014
STAGE III ORDINARY EXAMINATION FOR THE DIPLOMA IN
BUSINESS MANAGEMENT
DAM 103 CUSTOMER RELATIONSHIP MARKETING
DATE: APRIL 2014
TIME: 1 1/2 Hours
INSTRUCTION: Answer any THREE questions
QUESTION ONE: (20 MARKS)
a) Define customer.
(2 Marks)
b) Describe how a Company undertakes the analysis of attracting and retaining customers.
(8 Marks)
c) Customers seek relationships with the products and Companies that produce them. Justify.
(10 Marks)
QUESTION TWO: (20 MARKS)
a) The Business internal customers are employees. Discuss the methods used to supply
excellent service quality.
(10 Marks)
b) Prepare a talk to non marketing students on the development of Relationship Marketing.
(10 Marks)
QUESTION THREE: (20 MARKS)
a) One of the supermarket chains approaches you to identify for them all their customer groups.
Select one chain. Give them names and show at least three (3) of their characteristics.
(10 Marks)
b) Explain the factors considered in a micro environment analysis when preparing the
relationship marketing plan.
(10 Marks)
QUESTION FOUR: (20 MARKS)
a) Defining supply chain management, discuss the tactics a Company uses to implement it.
(10 Marks)
b) Compare and contrast the buying decision process of the Consumer and Business Markets
(10 Marks)
QUESTION FIVE: (20 MARKS)
a) Customer Intimacy may be introduced using Coaching. Use at least four (4) distinct
examples to demonstrate it.
(10 Marks)
b) Defining quality. Describe the instances that may lead a Company to fail in improving
quality.
(10 Marks)

Dam 103 Customer Relationship Marketing Question Paper

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