You can pay in 6 installment of
Rs 125-125 if u have any doubt.
computeroperator4@gmail.com
www.smuassignment.in
www.assignmenthelpforall.blogspot.in
DRIVE- Spring 2014
PROGRAM/SEMESTER- MBADS (SEM 4/SEM 6) MBAFLEX/ MBAN2 (SEM
4) PGDMMN (SEM 2)
SUBJECT CODE & NAME- MK0015-Services Marketing and
Customer Relationship
Management
Q1.
“Positioning a service in the marketplace is much like positioning a product”.
Explain Service positioning and its purpose with the help of an example.
(Explanation
of service positioning-2, Explanation of purposes-6, Example-2) 10 marks
ANS:
Service
positioning: To
position a service, you need to carry on customer research program. This
program helps you to identify what newspapers and magazines your customers are
reading. It will tell you where the customers get their information from. And
it should tell you which media they are using for information about any
service. Your market targeting survey and customer research will help to choose
a proper media that is best for reaching your customers. We have discussed how
we can target and reach customers. Now, we will move on to positioning of
services.
Q2. Elaborate GAP analysis in detail.
(Explanation of GAP Model)
ANS:
GAP
Model and GAP analysis: A gap analysis helps
bridge that space by highlighting which requirements are being met and which
are not. The tool provides a foundation for measuring the investment of time, money
and human resources that's required to achieve a particular outcome. The
gaps model was first introduced in the year 1985 and it provides an excellent
structure to manage service excellence and customer-driven innovation. This model offers an incorporated
view of the relationship between the customer and the company. This model is
based on a substantial research performed by several service providers. As in
the Gronroosjyku model, it shows the
.
Q3.
“Interaction plays a lead role in building customer relationships”.
Explain CIM in this context.
(Explanation
of CIM, Explanation of Methods) 10 marks
ANS:
Customer Interaction
Management
Customer
Interaction Management constitutes the customer relationship technologies with
addition of technology-based interactive solution. The interactive channels
that are currently available enable very effective customer interactive
communications which leads to customer interaction management, which is an
important dimension of customer relationship management. A management system is
required to manage this relationship between the
Q4. What
are the various types of conflicts in marketing services?
(Explanation
of types) 10 marks
ANS:
Types
of conflicts
There are five different conflicts
given below. There are certain occasions when these modes need to be used or
applicable. Let us briefly explain those situations and the behavioural aspects
that need to be possessed by the marketing personnel while dealing with the
customers.
Q6.
Write short notes on:
a) E-CRM
b) Customer Retention
(Meaning,
opportunities and benefits-5, Meaning and Strategies-5) 10 marks
ANS:
a)
E-CRM
A review of organisational
mission/vision statements suggests that e-CRM companies are generally
positioning themselves as exemplars of customer satisfaction provision and
relationship management. However, recent industry analysis suggests that their
organisational customers generally report low to ambivalent ratings on customer
satisfaction measures (our study also supports these findings). This
discrepancy could be partly attributed to very little empirical inquiry having
appeared to date to assess the efficacy of existing relationship marketing theories
You can pay in 6 installment of
Rs 125-125 if u have any doubt.
computeroperator4@gmail.com
www.smuassignment.in
www.assignmenthelpforall.blogspot.in
.
No comments:
Post a Comment