NARSEE MONJEE INSTITUTE OF MANAGEMENT STUDIES

(DEEMED UNIVERSITY)

DISTANCE LEARNING PROGRAMMES IN MANAGEMENT

MAY 2005 EXAMINATION

 

Management of Retail Banking and Consumer Behaviour

 

ADBM

 

 

DATE : 2 / 5 /2005 TOTAL MARKS : 100

 

TIME : 2 PM TO 5 PM

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NOTE : ANSWERS TO BOTH THE SECTIONS SHOULD BE WRITTEN IN

 

SEPARATE ANSWER BOOKS ____________________________________________________________

Management of Retail Banking

 

Question one compulsory (16 marks)

Answer any two from the remainder (17 marks each)

 

 

Q.1 List out at least 10 qualities for successful personal selling.

 

Q.2 Road map to implement Relationship Management requires setting of

Super-ordinate Goal. Explain.

Q.3 Dont take internal customers for granted. So how does one ensure no

information overflow.

Q.5 What are the FIVE Rights that COPRA86 seek to protect?

 

Q.6 What are the Marketing Objectives in the introduction, growth, maturity

& decline Phase of a product?

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Consumer Behaviour

 

Note:

1. Please be brief & to the point.
2. Please state your assumptions clearly
3. Answer from the consumer Behaviour angle
4. Question Number 1 is compulsory & carries 30 marks
5. Attempt any two questions from Q No 2 to5 each carrying 10 marks

 

Q. No.1 Please read the following taped conversation & give your views .

Marks 30

Ritikant Sharma (Credit Card holder): Every month, I receive a credit card bill and my payment is sent the very next day. Five months ago, the bill did not come on the 22^nd evening as it normally would. I received the bill 10 days later with a charge of Rs. 675/- for overdue interest. I was taken aback and called up by the bank. But the bank manager argued that the bill had been sent earlier. It was my word against his.

 

I wrote to Monet Bank, protesting against this undue charge. Eventually, after six letters from me, including one to the managing director, the bank waived the interest. But I was left with a bitter taste in my mouth. I wondered why the bank did this to me. Did I deliberately delay payment? I had this card for three years and not once had I defaulted on payment.

 

I also wondered if the bank considered the cost of this argument to me. Was it worth the Rs. 675/-? Why was the customer not right this time? And what about all those times when I paid four days before the due date? I was amazed that the bank treated me like an errant schoolboy. Since then I have not felt good about using the Monet credit card.

 

Worse, every month the bill continues to show the overdue interest and every month there is a fresh exchange of letters on the matter. Only last week I received an invitation to become a member of another credit card company. I am planning to surrender the Monet Card.

 

Q. No.2 Please reply in just three sentences

Marks 10

a. Three objectives of segmentation are

b. Three advantages of differentiation are

c. Three benefits of CRM ..

d. Three major factors affecting buyer behaviour

Q.No.3 Please give only diagrammatic representation ( Any Two )

Marks 10

1. Consumer Decision Process.
2. Stages in Adoption Process
3. Types of Buying motives

 

Q.No.4 Write Short Notes ( Any Two )

Marks 10

1. Social class affecting buyer behaviour
2. Customer Relationship Management
3. Differentiation
4. Dissonance

 

Q.No.5 Design a customer loyalty programme for Banking industry .

Marks 10

 

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