FALL-2017
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Master of
Business Administration - MBA Semester 3
MK0015-Services
Marketing and Customer Relationship Management
Note: Answer
all questions must be written within 300 to 400 words each. Each Question
carries 10 marks 6 X 10=60
Q1. Define Services. Explain various
characteristics of Services.
Define of Services 3
Elaborate the characteristics of
Services 7
Answer. A service is an intangible activity
offered by one person/party to another as a result of which the receiving
Q2. What are the criteria on which
grouping of customers are done in market segmentation?
Answer. Consumers have started showing
highly differential needs. Therefore, a single, undifferentiated approach can
no longer strategy relevant to the group has to be framed to ensure
Q3. Write short notes on:
a. Frontal Attack
b. Flanking Attack
c. Bypass Attack
d. Guerrilla Attack
Answer. Frontal attack
This
involves the challenger taking on the defender head on. The challenger attacks
the main market of the market leader by launching a product with a similar or
superior marketing mix. The market leader gets most of its revenues and profits
from this market segment. If the
Q4. What are the various alternative
strategies used in Marketing Services?
Answer. An organization’s strategies towards
developing and maintaining sustainable relationships differ from one
organization to another depending on certain factors. These include nature of
business, its size, its market share, nature of business, among many other
things. The responsive and learning
nature of a service organization must build confidence in the
Q5. What do you mean by Customer
Relationship Management (CRM)? What are the four important steps that service
providers should bear in mind while implementing one-to-one marketing?
Explain Customer Relationship
Management (4)
Explain important steps that service
providers should bear in mind while implementing one-to-one marketing (6)
Answer. Customer relationship management
(CRM) has to be focused on aligning the business processes with customer
strategies employed by the firm. Customer relationship management
Q6. What are the basic requirements
for CRM implementation in an organization?
Answer. The basic requirements for CRM
implementation in any organization are as follows:
1. Customer-centric
approach: A customer-centric approach will take care of a customer’s experience
by continuously monitoring his feelings and reactions to various encounters
with the organization. There should be very high appreciation of a customer’s
feedback and his reaction and
FALL-2017
Get solved
assignments at nominal price of Rs.125 each.
Any issues
mail us at: subjects4u@gmail.com or contact at
08894344452, 8219081362
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