Download JNTUK MBA 3rd Sem 2018 Nov R16MBA312M1 Customer Relationship Management And Consumer Behavior Question Paper

Download JNTUK (JNTU-Kakinada) MBA New folder R16MBA312M1 Customer Relationship Management And Consumer Behavior Question Paper.

Subjt Code: R16MBA312M1
MBA - III Semester Regular and Supplementary Examinations, Nov-2018.
CUSTOMER RELATIONSHIP MANAGEMENT AND CONSUMER BEHAVIOR
Time: 3 hours Max Marks: 60
Question Paper Consists of Part-A and Part-B.
Answering the question in Part-A is Compulsory & Four Questions should be answered from Part-B
All questions carry equal marks of 12.
PART-A (CASE STUDY)
I X 12 = 12
1. The marketer has to learn about the needs and changing of the consumer behavior and practice the
Marketing Concept. Levi Strauss & Co. were selling jeans to a mass market and did not bother about
segmenting the market till their sales went down. The study into consumer behaviour showed their
greatest market of the baby boomers had outgrown and their NEEDs had changed. They therefore
came out with Khaki or Dockers to different segments and comfortable action stocks for the
consumers in the 50 age group. Thus by separating the market and targeting various groups and
fulfilling their needs, they not only made up for the lost sales but far exceeded the previous sales. They
also targeted the women consumers for jeans and both men and women started wearing jeans in
greater numbers. The offering given by the company must be enlarged to suit various segments. For
example MarutiUdyog Ltd has come out with many models. Maruti 800, Maruti Van, Zen, Alto, Veagon
R, Versa Gypsy, Esteem, Boleno and other models.
For successful marketing one should:
1. Find consumer needs of various segments.
2. Position Products (new & existing) to these segments.
3. Develop strategies for these segments. Practice greater seltivity in advertising and personal selling and
creating more seltive media and distribution outlets.
PART-B
4X 12 = 48
2. (a) Explain evolution of customer relationship management?
3. (a) What is meant by Consumer Behaviour in relationship persptive?
(b) Give an overview of consumer perception?
4. (a) Briefly explain about CRM process and strategies for customer acquisition and
retentions?
5. (a) What is meant by Consumer Behaviour? Explain the need for studying Consumer Behaviour
(b) What is Market Segmentation? Explain the relationship between Demographic Characteristics
and Market Segmentation
6. (a) What is Culture? Explain Cross Cultural understanding of Consumer Behaviour?
(b) What is Social Stratification? Explain the role of Social Class on Segmenting Markets?
7. Write about consumer motivation and perception of consumer in marketing?
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