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DRIVE- Fall 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 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
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.
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 customers on an individual basis. This is not unattainable, but
the effort should be worth the benefits that accrue. One-to-one or relationship
marketing means being able and willing to change one’s behaviour towards
individual customer based on what the customer tells the company and what else
the company knows about that customer.
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-
Get fully solved assignment, plz drop a mail with
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if urgent
then call us on 08791490301, 08273413412
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