MK0015– Services Marketing and Customer Relationship Management

Spring-2015

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Master of Business Administration- MBA Semester 4

MK0015– Services Marketing and Customer Relationship Management-4 Credits

(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. Write short notes on: a. Customer Life cycle b. Customer lifetime value.

Answer. a. Customer Life cycle - A customer life cycle can also be thought of as the length, arc and nature of a customer's relationship with your brand or company. Much like a "human life cycle" or a relationship between two people, this customer life cycle is marked by ups and downs, different phases and different periods of activity. Also like a human life cycle or a relationship between two people, you want your customer's life cycle to be as long and as fruitful as possible. How do you accomplish that? While the quality and value of your company and brand goes a long way to building long customer life cycles, not unlike in real life communication plays a key role as well. Because you won't experience real-life, real-time, one-on-one communication

Q3. “Interaction plays a lead role in building customer relationships”. Explain CIM in this context.

Answer. Explanation of CIM –

The Common Information Model (CIM) is a computer industry standard for defining device and application characteristics so that system administrators and management programs will be able to control devices and applications from different manufacturers or sources in the same way. For example, a company that purchased different kinds of storage devices from different companies would be able to view the same kind of information (such as: device name and model, serial number, capacity, network location, and relationship to other devices or applications) about each of them or be able to access the information from a program. CIM takes advantage of the

Q4. What are the various types of conflicts in marketing services?

Answer. 1. Conflict within the individual:

The conflict within the individual is usually value related, where role playing expected of the individual does not conform with the values and beliefs held by the individual. For example, a secretary may have to lie on instructions that her boss is not in the office to avoid an unwanted visitor or an unwanted telephone call.

This may cause a conflict within the mind of the secretary who may have developed an ethic of telling the truth. Similarly, many

Q5. Define e-CRM. Also explain how e-CRM can be leveraged as a source of competitive advantage.

Answer. The e-CRM or electronic customer relationship management encompasses all the CRM functions with the use of the net environment i.e., intranet, extranet and internet. Electronic CRM concerns all forms of managing relationships with customers making use of information technology (IT).

Leveraging E-CRM –

This is the second of a two-part series exploring the significant role of data integration in electronic customer relationship management (e-CRM) analytics. In the first part we introduced electronic customer relationship management,

Q6. - “Positioning a service in the marketplace is much like positioning a product”. Explain Service positioning and its purpose with the help of an example.

Answer. Service positioning According to Jack Trout, positioning strategy must establish position for firm or product in minds of customers should be distinctive, providing one simple, consistent message, must set firm/product apart from competitors and must focus its efforts.

Explanation of purposes

Identity

Spring-2015

Get solved assignments at nominal price of Rs.120 each.

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

08894344452, 08894387490