Spring-2015
Get solved
assignments at nominal price of Rs.120 each.
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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
Q2. Elaborate GAP analysis in detail.
Answer. The GAP model
"GAP"
model of service quality from Parasuraman etc. This model offers an integrated
view of the consumer-company relationship. It is based on substantial research
amongst a number of service providers. In common with the Grönroos model it
shows the perception gap (Gap 5) and outlines contributory factors. In this
case expected service is a function of word of mouth communication, personal
need and past
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
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 Indians who are vegetarians and come to
America and find it very hard to remain vegetarians may question the
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, provided a
foundation for our research, proposed our hypotheses and presented a new
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
Positioning
statements are valuable, because they give a product or company an identity.
The customer should be able to grasp what the brand, product or business is
about. If the company is about providing savings, the statement should
Spring-2015
Get solved
assignments at nominal price of Rs.120 each.
09882651000, 08894387490
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