MK0015-Services Marketing and Customer Relationship Management

FALL-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. Discuss the eight different demand situations of Service.

Answer. Eight different demand situations are:

1. Negative demand:

Negative demand occurs where most or all segments in a market possess negative feelings towards a service, to the extent that they may even be prepared to pay to avoid receiving that service. Many medical services are perceived as unpleasant and are purchased only in distress, even though there may be benefit to individuals from receiving regular preventive treatments.

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 experience, and perceived service is a product of service delivery and external communications to consumers.

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 Extensible Markup Language (XML). Hardware and software makers choose one of several defined XML schemas (information structures) to supply CIM information about their product.

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 to 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

Q5. Elaborate the important steps that service providers should bear in mind while implementing one to one marketing.

Answer. Step 1: Generating

Utilizing basic internal and external SWOT analyses, as well as current marketing trends, one can distance themselves from the competition by generating ideologies which take affordability, ROI, and widespread distribution costs into account.

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

FALL-2015

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

Visit  www.instamojo.com/subjects4u  search for your code pay and download fully solved assignments.

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09882243490