Total No. of Questions—7] [Total No. of Printed Pages—2
Seat
No. [5368]-26
M.M.M. (II Sem.) EXAMINATION, 2018
RELATIONSHIP MARKETING
(2008 PATTERN)
Time Three Hours Maximum Marks 70
N.B. Answer any five questions.
(ii All questions carry equal marks.
1. Discuss how relationship marketing is different from traditional
marketing.
2. What is the contribution of relationship approach to the distribution
function
3. Elaborate on the role of information technology in building, maintaining
and enhancing relationship.
4. Discuss the various levels of Customer Profitability Analysis.
5. Discuss the relevance of Customer Relationship Marketing in Indian
Environment with illustration.
[5368]-26 2
6. "CRM is gaining importance in marketing due to growth in services
marketing." Discuss with examples.
7. Write short notes on (any two)
Partnering
Mass Customisation
Customer Profitability Analysis
Customer Life Cycle.