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DRIVE- SUMMER 2014
PROGRAM- MBADS (SEM 4/SEM
6) MBAFLEX/ MBA (SEM 4) PGDMMN (SEM 2)
SUBJECT CODE & NAME- MK0015- SERVICES MARKETING & CUSTOMER RELATIONSHIP
MANAGEMENT
BK ID- B1808
CREDIT
& MARKS- 4 Credits, 60 marks
Q.1: Given your
understanding of market identification, elaborate on how, in terms of market
share, a firm is expected to play certain roles.
Explanation about market identification (3 Marks)
Explanation about each role (7 Marks)
ANS:
Explanation about market identification:
Marketing research is
"the process or set of processes that links the consumers, customers, and
end users to the marketer through information — information used to identify
and define marketing opportunities and problems; generate, refine, and evaluate
marketing actions; monitor marketing performance; and improve understanding of
marketing as a process. Marketing research specifies the information required
Q.2: Discuss the
purchase process of a service customer.
Definition of consumer behaviour and service (3 Marks)
Purchase process of a service customer (7 Marks)
ANS:
Definition of consumer behaviour and service:
Customer behaviour
analysis is based on consumer buying behaviour, with the customer playing the
three distinct roles of user, payer and buyer.Relationship marketing is an
influential asset for customer behaviour analysis as it has a keen interest in
the re- discovery of the true meaning of marketing through the re-affirmation
of the importance of the customer or buyer. A greater importance is also placed
on
Q.3: “Interaction
plays a lead role in building customer relationships”. Explain Customer Information
Management (CIM) in this context.
Definition of CIM (2 Marks)
Explanation about CIM (8 Marks)
ANS:
Customer Relationship
Management (“CRM”) is a strategy for managing all your company’s interactions
with current and prospective customers. CRM enables your company to increase
productivity, close more business, and improve customer satisfaction and
retention.
Q.4: Explain gap
analysis in detail.
Explanation about gap analysis (2 Marks)
Explanation about each gaps (8 Marks)
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ANS:
Explanation about gap analysis:
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 Gronroos model, it shows the perception gap and summarise
the contributory elements.
Q.5: Explain the
benefits and opportunities of an effective e-CRM.
Definition of e-CRM (2 Marks)
Opportunities and benefits of e-CRM (8 Marks)
ANS:
Definition of e-CRM:
e-CRM or Electronic CRM
concerns all forms of managing relationships with customers making use of
Information Technology (IT).
Opportunities and benefits of e-CRM:
The main task of e-CRM
is to keep connecting to the valuable customers so that whenever they require a
particular service from the company, company is able to deliver the same on
time. e-CRM helps the
Q.6: Discuss
different customer retention strategies.
Definition of customer retention (2 Marks)
Retention strategies (8 Marks)
ANS:
Definition of customer retention:
Customer retention refers
to focusing the organisation’s marketing efforts towards the existing customer
base. Rather than seeking new customers, organisations engaged in customer retention
efforts, works to satisfy existing customers with the intent of developing long
term relationships between the organisation
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