MK0015-Services Marketing and Customer Relationship Management

Winter-2015

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Master of Business Administration- MBA Semester 4

MK0015-Services Marketing and Customer Relationship Management

(Book ID: B1808)

Assignment (60 Marks)

Note: Answer all questions must be written within 300 to 400 words each. Each Question carries 10 marks 6 X 10=60.

Q1. Define Customer Relationship Management (CRM). Explain the basic requirements for CRM implementation process.

Answer. Customer relationship management (CRM) refers to the practices, strategies and technologies that companies use to manage record and evaluate customer interactions in order to drive sales growth by deepening and enriching relationships with their customer bases.

Customer relationship management (CRM) is a term that refers to practices, strategies and technologies that companies use to manage and analyze customer interactions and data throughout the customer lifecycle, with the goal of improving business relationships with customers, assisting in customer retention

Q2. What do you mean by Service quality? Briefly describe the steps involved in Gap analysis.

Answer. An assessment of how well a delivered service conforms to the client's expectations. Service business operators often assess the service quality provided to their customers in order to improve their service, to quickly identify problems, and to better assess client satisfaction.

Service quality is a comparison of expectations with performance.

Q3. What do you mean by Service marketing? Describe the services marketing triangle in detail with figure.

Answer. Services’ marketing is a sub-field of marketing, which can be split into the two main areas of goods marketing (which includes the marketing of fast moving consumer goods (FMCG) and durables) and services marketing. Services marketing typically refer to both business to consumer (B2C) and business to business (B2B) services, and include marketing of services such as telecommunications services, financial services, all types of hospitality services, car rental services, air travel, health care services and professional services.

Q4. What do you mean by Customer acquisition in service marketing? What are all the essential requisites for an Organization to be effective in its acquisition efforts?

Answer. Customer acquisition management is the set of methodologies and systems to manage customer prospects and inquiries generated by a variety of marketing techniques. Various marketing techniques that are believed to be effective at Customer Acquisition include customer referrals, customer loyalty programs, and participating in charitable events. Customer Acquisition Management can be considered the connectivity between advertising and customer relationship management. This critical connectivity facilitates the acquisition of targeted customers in an effective fashion.

Q5. Write short notes on:

A. Branding of services

B. Differentiate between branding services and branding products.

Answer. a. The basics of branding products and services are similar. Branding your service-based small business, though, poses challenges greater than those faced by product-driven companies. Services are intangible and each customer experience is unique. Even a small number of bad customer experiences can severely damage your brand and service reputation. This is especially true for smaller businesses in smaller communities where word of mouth spreads more easily.

Q6. Write a short note on:

A. Self-service Technologies with examples

B. Customer Interaction Management (CIM)

Answer. a. Self-service technology can help organizations reduce costs, but also improve the customer experience and let workers focus on what's important. Self-Service Technologies (SSTs) are technological interfaces allowing customers to produce services independent of involvement of direct service employee. Self-Service technologies are replacing many face-to-face service interactions with the intention to make service transactions more accurate, convenient and faster.

Examples:-

 IT resource.

Winter-2015

Get solved assignments at nominal price of Rs.125 each.

Mail us at: subjects4u@gmail.com or contact at

09882243490