Download JNTUA (JNTU Anantapur) MBA (Master of Business Administration) 2018 May-June Supplementary 3rd Sem 14E00309 Customer Relationship Management Previous Question Paper
MBA III Semester Supplementary Examinations May 2018
CUSTOMER RELATIONSHIP MANAGEMENT
(For students admitted in 2014, 2015 & 2016 only)
Time: 3 hours Max. Marks: 60
PART ? A
(Answer the following: (05 X 10 = 50 Marks)
*****
1 State mention that the nine truths of relationship marketing. Explain.
OR
2 What is customer loyalty? Describe the customer loyalty ladder. Explain.
3 Why is it important when performing a retention analysis to include just as many ?quitters? as ?stayer?
in the data set? Explain your answer.
OR
4 How do you apply CRM software in your company?
5 Enumerate various elements in building a relationship with the consumer. Explain.
OR
6 Do you have focus on various issues involved in the planning of CRM implementation?
7 Think of three recommendations designed to improve the security of your critical business system in
multichannel environment. Discuss.
OR
8 How do you understand and measure service quality in CRM?
9 Using your own experience as a customer, list a number of positive examples of companies which
apply CRM.
OR
10 Describe how many factors which influence the future of CRM.
PART ? B
(Compulsory question, 01 X 10 = 10 Marks)
11 Case Study:
American financial magazine "Global Finance" has chosen Bank Vienna, Austria as
Austria's best bank, based on the results of its "The World?s Best Banks in developed Markets"
annual survey. Bank Vienna?s CEO Fredic Tully says, "The award from 'Global Finance'
acknowledges our employees' commitment and professionalism and reflects the fact that we are not
only Austria's biggest bank, but also its best."
A letter of credit was opened by Mr. Roberts- Chief Manager-Bank Vienna, Austria to Mr.
Aloknath an Indian exporter for US$ 10 million for 500 tons, which were to be shipped from India,
each month from October 2007 to February 2008 and the export invoice for US$ 2 million were to be
drawn for each month?s shipment. This was the principle condition of Letter of Credit which was
issued by Bank Vienna, Austria. The export invoices for first two months were duly retired. There was
no shipment made by Mr. Aloknath, an Indian exporter and no export invoice was raised during the
month of December, 2007. In the month of January, 2008, an export invoice for US$ 4 million was
received by the opening bank- Bank Vienna, Austria, covering 200 tons of goods from Mr. Aloknath.
Mr. Roberts-Chief Manager, Bank Vienna-Austria observed following discrepancies:
Contd. in page 2
Page 1 of 2
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Code: 14E00309
MBA III Semester Supplementary Examinations May 2018
CUSTOMER RELATIONSHIP MANAGEMENT
(For students admitted in 2014, 2015 & 2016 only)
Time: 3 hours Max. Marks: 60
PART ? A
(Answer the following: (05 X 10 = 50 Marks)
*****
1 State mention that the nine truths of relationship marketing. Explain.
OR
2 What is customer loyalty? Describe the customer loyalty ladder. Explain.
3 Why is it important when performing a retention analysis to include just as many ?quitters? as ?stayer?
in the data set? Explain your answer.
OR
4 How do you apply CRM software in your company?
5 Enumerate various elements in building a relationship with the consumer. Explain.
OR
6 Do you have focus on various issues involved in the planning of CRM implementation?
7 Think of three recommendations designed to improve the security of your critical business system in
multichannel environment. Discuss.
OR
8 How do you understand and measure service quality in CRM?
9 Using your own experience as a customer, list a number of positive examples of companies which
apply CRM.
OR
10 Describe how many factors which influence the future of CRM.
PART ? B
(Compulsory question, 01 X 10 = 10 Marks)
11 Case Study:
American financial magazine "Global Finance" has chosen Bank Vienna, Austria as
Austria's best bank, based on the results of its "The World?s Best Banks in developed Markets"
annual survey. Bank Vienna?s CEO Fredic Tully says, "The award from 'Global Finance'
acknowledges our employees' commitment and professionalism and reflects the fact that we are not
only Austria's biggest bank, but also its best."
A letter of credit was opened by Mr. Roberts- Chief Manager-Bank Vienna, Austria to Mr.
Aloknath an Indian exporter for US$ 10 million for 500 tons, which were to be shipped from India,
each month from October 2007 to February 2008 and the export invoice for US$ 2 million were to be
drawn for each month?s shipment. This was the principle condition of Letter of Credit which was
issued by Bank Vienna, Austria. The export invoices for first two months were duly retired. There was
no shipment made by Mr. Aloknath, an Indian exporter and no export invoice was raised during the
month of December, 2007. In the month of January, 2008, an export invoice for US$ 4 million was
received by the opening bank- Bank Vienna, Austria, covering 200 tons of goods from Mr. Aloknath.
Mr. Roberts-Chief Manager, Bank Vienna-Austria observed following discrepancies:
Contd. in page 2
Page 1 of 2
Code: 14E00309
? Containers numbers mentioned in export invoice were not matching with containers numbers
as mentioned in Bill of Lading (BL)
? Price of goods was indicated in packing list
? Bill of Lading dates were prior to date of certificate of origin of goods.
? There was no shipment and export invoice in the month of December, 2007.
Letter of Credit opened by Mr. Roberts, Chief Manager, Bank Vienna, Austria is a case of LC with
specific condition. In case there is no shipment during any particular month, the LC automatically
expires as per provisions of UCP600. Somehow this important point was overlooked by the Indian
exporter, Mr. Aloknath.
Thus Bank Vienna, Austria was unable to honour export documents due to the above
mentioned discrepancies in accordance with article 16 of Uniform Customs and Practice for
Documentary Credits (UCP 600).
However, Mr. Roberts ?Chief Manager, Bank Vienna, Austria, advised the Mr. Aloknath the
Indian exporter through SBI, the Indian negotiating bank to approach the foreign customer for export
document acceptance and held the export documents at exporter?s risk and disposal. Further he
coordinated export document acceptance activities with principal foreign client. Accordingly Mr.
Aloknath approached his principal foreign client who arranged the acceptance of export documents in
due course of time.
The export invoice for the month of January, 2008, was duly retired after securing document
acceptance from the foreign customer with necessary discrepancies charges.
Questions:
(a) What was the principle condition of Letter of Credit?
(b) What were the discrepancies in general observed by Mr. Roberts in exports documents?
(c) What was the effect of discrepancies?
(d) How Mr. Roberts helped Mr. Aloknath?
(e) What was the reason for providing help by Mr. Roberts to Mr. Aloknath?
*****
Page 2 of 2
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This post was last modified on 27 July 2020