Register Number :

Name of the Candidate :

7 1 4 0
M.B.A. (Business Applications)
DEGREE EXAMINATION, 2009
( SECOND YEAR )
( PAPER - XVI )
261. DATABASE MARKETING
December ] [ Time : 3 Hours
Maximum : 75 Marks
SECTION - A (5 × 3 = 15)
Answer any FIVE questions.
All questions carry equal marks.
1. What is t he impor t ance of dat abase
marketing ?
2. Explain predictive marketing.
3. What are data services ?
4. Explain the B2B database structure.
5. Explain churn management.
Turn over
 2 3

6. What is product customisation ? SECTION - C (1 × 15 = 15)

7. Explain customer Tier segmentation. Answer any ONE question.

8. Explain logistic regression. 14. What is cluster analysis ? Why is it used ?

When is it used ? What are the advantages
SECTION - B (3 × 10 = 30)
and disadvantages of using this analytical tool.
Answer any THREE questions.
All questions carry equal marks.

9. Explain discriminate analysis & bring out its

uses.

10. Write short notes on :

(a) Choice - based segmentation.

(b) Psychographic segmentation.

11. Write a short note on :

(a) Acquisition budgeting.

(b) Customer Tier segmentation.

12. Explain the data collection methods available.

13. Why are decision trees used in database

marketing ? Enumerate with an example.