MK0015-Services Marketing and Customer Relationship Management

Summer-2016

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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. Discuss the issues that need to be addressed by a firm before it sets out targeting goals.

Answer. The process of setting goals should be a collaborative process between an employee and his or her manager. Whether writing long- or short-term goals, the most widely-used framework is:

1. S-M-A-R-T.

Specific: Well-defined to inform employees exactly what is expected, when, and how much. With specific goals, managers can easily measure progress toward goal completion.

Measurable: Provide milestones to track progress and motivate employees toward achievement.

Attainable: Success needs to be achievable with effort by an average employee, not too high or too low.

Q2. List & classify the 7P’s of marketing.

7P’s of marketing

Answer. The Marketing Mix Extended 7P’s:

1. Product - the Product should fit the task consumers want it for, it should work and it should be what the consumers are expecting to get. A product is an item that is built or produced to satisfy the needs of a certain group of people. The product can be intangible or tangible as it can be in the form of services or goods.

A product has a certain life cycle that includes the growth phase, the maturity phase, and the sales decline phase. It is important for marketers to reinvent their products to stimulate more demand once it reaches the sales decline phase.

Q3. Describe the Howard Sheth model of customer Behaviour.

Howard Sheth model

Answer. Howard-Sheth model is based on the assumption that the consumer behaves rationally during purchase, process is repeatable and is result of incentives which have their source in the environment (input variables). It consists of four main groups of variables:

I. Input variables: i.e. stimuli arising from the marketing activities and social environment of the consumer. Include three different types of stimuli, which are:

Q4. What are the uses of IT in the Education & Banking sector?

Answer. Uses in Education:

1. Plenty of Educational Resources: Information technology makes it easy to access academic information at any time. Both students and teachers use Information technology to acquire and exchange educational material. For example; teachers can easily provide visual and audio classes to their students using computers and broadband internet. This breaks the boundaries of accessing information, because the student will simply attend a lecture while not in a physical classroom.

2. Instant Access to Educational Information: Information technology speeds the transfer and distribution of information. Students can easily access academic data using computers and new technologies like

Q5. Describe the nature of service marketing.

Nature of service marketing

Answer. Nature or Characteristics of Services:

1. Intangibility

Unlike product, service cannot be touched or sensed, tested or felt before they are availed. A service is an abstract phenomenon. Service marketing is one of the major activities in the contemporary economy. The only information consumer has about the service are the promises of satisfaction. Intangibility of the services causes a great deal of uncertainty for buyers. Services are intangible and do not have a physical existence. Hence services cannot be touched, held, tasted or smelt. This is most defining feature of a

Q6. Write short notes on:

a. e-CRM

b. Customer Life Cycle

Answer. a. e-CRM: 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 framework. In this second part we detail our research methodology and discuss our

Summer-2016

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

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

09882243490