BM03a/QT01/KT/E

FINAL EXAM…2B ACADEMIC YEAR 2020-2021.

FACULTY OF ECONOMIC
Major/Class :……………….……..………………
Course : Customer Relationship Management
Course code : MGT1123E No. of Credit:3...
Date : ………………....………………….
Time limit : Exam method : Writting ..
Exam code (If any) : …Open essay .
OPEN EXAM: YES  NO 

QUESTION 1. (4 Mark(s) )
CRM implementation could be milestone for building new strategic
competences/ digital transformation process of Companies. Can you identify the
key issues/ challenges for A Company X (a real example of your choice) during
this process CRM adoption? Do you think that a small Business could have
benefits from CRM program?
Briefly analyze one case study / companies of choice that use CRM to build a
good and profitable relationship with Customers. (i.e: Hints for answer with
analysis from 1 case study: How CRM act as s strategic marketing tool? Explain
the changing landscape of Marketing in 2020s that lead to the Rise of
Relationship Marketing. Please discuss with examples.)

QUESTION 2. (3 Mark(s) )
Briefly explain the benefits of Loyalty Programs: Are They for Customer
Retention or Acquisition? List the key activities that companies use a Loyalty
program to maintain a good relationship with the loyal customers. Discuss with
examples.

QUESTION 3. (3 Mark(s) )
What is the link between customer lifetime value and the profitability of an
organization? The four key areas of concern of CRM are: Customer selection,
Customer acquisition, Customer retention and Customer extension: briefly
explain the core components of CRM with concrete example in real life?
(Fashion brand Zara, Amazon, Starbucks, Saigon Tourist, Vietnam Airlines,
PnJ, or other case study of your choice …)

No explanation should be carried out

Exam code: Open Essay Page 1/1