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DRIVE- Spring 2014
PROGRAM/SEMESTER- MBADS (SEM 4/SEM 6) MBAFLEX/ MBAN2 (SEM
4) PGDMMN (SEM 2)
SUBJECT CODE & NAME- ML0015-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.
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
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 company and customer. This
management system is called Customer Relationship Management (CRM). CRM
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
Q5.
Elaborate the important steps that service providers should bear in mind while implementing
one to one marketing. (Explanation) 10 marks
ANS:
The mechanics of one-to-one
marketing are complex. It is one thing to train the sales staff to be warm and
attentive, and quite another to identify, track and interact with an individual
customer and then reconfigure product or service to meet that customer’s needs.
One-to-one marketing involves gearing the organization to deal with valuable
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 within this fast-moving industry. The current study provides an
exploratory investigation that looks at the well-
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