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Customer Relationship Management
Jun 2025 Examination
Q1. Saltwater Taffy Media is a B2B
podcasting agency. It focuses its efforts on fostering relationships between
companies and their prospects. Of late, the Saltwater Taffy leadership team
noticed they were losing a significant amount of business to Customer Churn.
The VP of Sales Jim Green likened it to having a “big hole at the bottom of
their bucket.” New business continued to come in, but a lot of Existing
Business was simply walking out. At the time, Saltwater Taffy didn’t have a
system in place to measure churn. But when they did the manual calculation,
they found they were losing 15% of their recurring revenue every month to
customer attrition. That was a tough figure to look at.
How can CRM systems Enhance
Customer Loyalty and Retention at Saltwater Taffy Media? (10 Marks)
Q2. Ifonas a Global Pharmaceutical
firm headquartered in Atlanta, Georgia, has launched their latest product
Zeljanz, a Wonder Drug for treating Rheumatoid Arthritis, and Spondylitis.
Since this is a drug used to treat chronic ailments, patients can explicitly
ask their treating Physician to prescribe a particular branded product –
specifically Zeljanz. This means that Zeljanz’ success depends on large numbers
of patients specifically requesting Zeljanz. However, both the AMA and US FDA
Regulations prohibit a Pharmaceutical Company from directly interacting with
individual patients to influence them to buy their products.
How can CRM systems enhance the
relationship between Infonas, and their suppliers and distributors, especially
in markets / customer segments where direct contact with end users is limited?
(10 Marks)
Q3(A). Renee Joliot is a Vietnamese
fashion designer and creative director known for her bridal, ready-to-wear and
lifestyle brand. She launched her eponymous brand, Renee Joliot Designs in
2016, as its Creative Director and CEO. The company has since established
fashion houses in Los Angeles, California, where she primarily works and lives,
as well as in Manhattan's Upper East Side. The brand has grown rapidly and has
positioned itself as an Exclusive Luxury Brand. At a recent Retreat in Napa
Valley, the CEO challenged the Company Leadership to identify the strategy to
help take the company to double in the next two years.
The CMO is advocating that the
company prioritize Customer Intimacy as the NextGen Strategy. Describe the
Customer Intimacy Strategy. What are its Pros & Cons? (5 Marks)
Q3(B). At the Leadership meeting,
the COO & CIO pushed for the company to adopt Operational Excellence as the
NextGen Strategy. Describe the Operational Excellence Strategy. What are its
Pros & Cons? (5 Marks)
Dear Students,
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students!
100%
plagiarism-free or your money back!
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