MKT401 – Service Marketing and Customer Relationship Management

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SMU

Masters of Business Administration - MBA Semester 4

MKT401 – Service Marketing and Customer Relationship Management

Assignment Set 1

Q1. What are the various criteria on which market segmentation can be made?

Answer. Various criteria on which market segmentation can be made:-  

From mass marketing, marketers have switched over to targeting segmented markets. This approach offers a number of advantages. Under the mass marketing approach, the marketers consider the whole market as an undifferentiated one and adopt the same marketing mix strategies without any differentiation for attaining marketing goals. This approach can work as long as the market size is small and easily approachable. In today’s context, market size has expanded in all respects.

Q2. Write a short note on Gap Analysis.

Answer. Gap Analysis:-

Another approach towards achieving conformance in services is to identify various gaps that occur during the service process. Zeithaml, Berry and Parasuraman came up with four such gaps that occur during service processing within the organization. They all lead to the most severe gap, that is, the gap between what the customers expected out of a service and what, according to the

Q3. Write Short notes on

i. Flanking Attack       2.5

ii. Guerrilla Attack      2.5

iii. Flanking Attack      2.5

iv. Bypass Attack          2.5

Answer. Flanking attack:

Flanking attack involves attacking unguarded or weakly guarded grounds. It means attacking geographical areas or market segments where the defender is poorly represented. The market does not consider the segment lucrative and allows the initial incursion. The attack by Japanese companies in the US car market was a flanking attack. The Japanese attacked the small car segment, from which they expanded into other segments. The advantage of a flanking attack is that it does not provoke the same kind of response as a head on confrontation. Since the defender is not challenged in its main market segment, there is chance that it will ignore the challenger’s initial success. If the defender dallies too long, the flank segment can

Assignment Set 2

Q1. Explain CRM. What are the various types of CRM? Also explain the four steps that service providers should bear in mind while implementing one-to-one marketing.

(CRM                   3

Types of CRM    3)

Answer. Four steps that service providers should bear in mind while implementing one-to-one marketing:-

CRM:

Customer relationship management (CRM) has to be focused on aligning the business processes with customer strategies employed by the firm. Customer relationship management can be very useful if it works. It allows companies to gather customer data and identifies the most valuable customers over time and increases customer loyalty by providing customized products and services. It also reduces the cost of serving these customers and makes it easier to acquire similar

Q2. Write short notes on IT initiatives taken by:

i. Railways

ii. Banking

(IT initiatives taken by Railways     5

IT initiatives taken by Banking        5)

Answer. IT initiatives taken by Railways:

The railroad industry is the backbone of the country’s economy. So, for better economic growth, the rail network has to be effective, efficient and timely. In case of the Indian Railways, which is one of the largest rail networks of the world, it has to manage 11000 trains everyday covering around 108,706 kilometers connecting 6,853 stations and a 1.54 million

Q3. Explain some of the requisites essential for an organization to be effective in its acquisition efforts.

(Requisites essential for an organization to be effective in its acquisition efforts.     10)

Answer. Requisites essential for an organization to be effective in its acquisition efforts:-

The organization should have a detailed database containing the classification of its target market and related details which may help in making the process of acquisition effective.

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