Customer Relationship and Retail Management 2015 Question Paper [Gauhati University BCom Marketing Management Major]

In this post, we have shared the Gauhati University Customer Relationship Management and Retail Management Question Paper 2015 (Non-CBCS Pattern). While Customer Relationship and Retail Management are two separate subjects under the FYUGP NEP syllabus, the Non-CBCS pattern combined both topics into a single paper.

This question paper is highly beneficial for FYUGP NEP 4th Semester students of Marketing Management Major, as it covers key concepts relevant to both subjects. We strongly recommend studying this Gauhati University FYUGP NEP B.Com 4th Semester Customer Relationship and Retail Management question paper from 2015 Marketing Management Major thoroughly to enhance your preparation. This resource will help you master important topics under both Customer Relationship and Retail Management, ensuring a comprehensive understanding for your Marketing Honours Course.

2015

CUSTOMER RELATIONS AND RETAIL TRADE MANAGEMENT

Full Marks: 80

Time: 3 hours

(The figures in the margin indicate full marks for the questions)

1. Answer the following questions as directed: (1x10=10)
a) Which of the following is not an element of CRM?

1. Sales Force Automation

2. Support Tracking

3. Product Standardization

4. Telemarketing

b) What is a Customer Portal?

c) CRM is the ultimate solution for both _______ as well as _______. (Fill in the blanks)

d) Who is the proponent of ‘One-to-One Marketing’?

e) Which segment of the market is called suspects?

f) What is value-driven in retailing?

g) What is the name of the largest mall in the USA?

h) What is the full form of ‘ILS’?

i) How is direct marketing more cost-effective?

j) Which of the following gaps is not included under the ‘Service Gap Model’ for improving retail service quality?

1. Knowledge Gap

2. Transaction Gap

3. Delivery Gap

4. Communication Gap

2. Answer the following questions: (2x5=10)
a) What is a 360-degree view of customers?
b) Mention two issues related to ACRM.
c) State the first two stages of the Retail Life Cycle.
d) What is ‘Event Logistics’?
e) What is a parasite store?

3. Write short notes on any four of the following: (5x4=20)
a) Total Customer Care Programme
b) Four C’s of the CRM process
c) Social Network and Customer Interaction
d) Globalization of Retailing
e) Automatic Vending
f) Multibrand Retailing

4. State the significance of CRM and the reasons for losing customers. (5+5=10)

Or

Describe the various factors influencing customer interaction. (10)

5. What are the steps of effective CRM implementation? (10)

Or

Identify critical success factors of CRM with suitable illustrations. (10)

6. Mention in brief the key factors responsible for high retail growth in India and also state the challenges associated with retailing in India today. (5+5=10)

Or

Explain the Dialectic Process Theory and Natural Selection Theory of retailing, justifying their relevance under the changed environment. (5+5=10)

7. Outline five different types of malls and highlight the opportunities and threats of malls in India. (5+5=10)

Or

What are the tenant mix challenges? What are the benefits of a good tenant mix policy? (5+5=10)

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