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Assignments for Rs.150 each
08627023490
Fall-2013
Master of
Business Administration - MBA Semester 4
MK0015/ML0015–Service
Marketing and Customer Relationship Management-4 Credits
(Book ID:
B1808)
Assignment
(60 Marks)
Note: Answers
for 10 marks questions should be approximately of 400 words. Each question is
followed by evaluation scheme. Each Question carries 10 marks 6 X 10=60.
Q1. Explain service distribution
growth strategies in brief.
Answer. Service distribution:
The movement
of goods and services from the source through a distribution channel, right up
to the final customer, consumer, or user, and the movement of payment in the
opposite direction, right up to the original producer or supplier. Product
distribution (or place) is one of the four elements of the marketing mix.
Distribution is the process of making a product or service available for use or
consumption by a consumer or business user, using direct means, or using
indirect means with
Q2. Explain the service delivery
process.
Answer. Service marketing and it’s
important:
There are a
number of marketing managements that have special significance for services
marketing. It is worth commenting on some of those aspects, as they are
important in developing an awareness of problems and key issues in services
marketing.
Productivity
and Quality
In striving
to gain and maintain competitive advantage, both productivity and quality are
of key importance.
Q3. Definition of Service marketing
with its importance. Also explain the characteristics of services.
Answer. Service marketing and it’s
important:
There are a
number of marketing managements that have special significance for services
marketing. It is worth commenting on some of those aspects, as they are
important in developing an awareness of problems
Q4. Discuss the relationship between
CRM and customer loyalty.
Answer. CRM (customer relationship
management) is an
information industry term for methodologies, software, and usually Internet
capabilities that help an enterprise manage customer relationships in an
organized way. For example, an enterprise might build a database about its
customers that described relationships in sufficient detail so that management,
salespeople, people providing service, and perhaps the customer directly could
access information, match customer
Q5. Write short notes on:
A. Servicescape.
B. Blueprinting.
Answer. (a) Servicescape is a concept that was developed by
Booms and Bitner to emphasize the impact of the physical environment in which a
service process takes place. The concept of servicescape can help assess the
difference in customer experience between a fast-food franchise restaurant and
a small, family-run restaurant. Whereas the quality of the food may be the
same, the customer may perceive higher quality in the latter over the former
based on the environment in which the service is
Q6. Explain the pre-requisites of
acquisition of customers.
Answer. Customer relationship
management (CRM) is
a model for managing a company’s interactions with current and future
customers. It involves using technology to organize, automate, and synchronize
sales, marketing, customer service, and technical support.
It entails
all aspects of interaction that a company has with its customer, whether it is
sales or service-related. CRM is often thought of as a business strategy that
enables businesses to:
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