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DRIVE- Spring 2015
PROGRAM/SEMESTER- MBADS (SEM 4/SEM 6) MBAFLEX/ MBAN2 (SEM 4) PGDMMN (SEM
2)
SUBJECT CODE & NAME- MK0015-Services Marketing and
Customer RelationshipManagement
BK ID-B1808
CREDIT & MARKS-4 Credits, 60
marks
Q.1:
Write a short notes on: (5 Marks each) 10
a. Customer Life cycle
b.
Customer lifetime value
Answer:
Customer life cycle: Datastorescontain data on every aspect of the customer, and the Customer
Life Cycle (CLC). For example, an organisation keeps data on the products you
buy, when you buy them, and where they are sent. Data
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
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
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.
Q.5: Define e-CRM. Also explain how e-CRM can be leveraged as a source
of competitive advantage. (3,7)
Definition of E-CRM
Leveraging E-CRM
Answer:
Definition of E-CRM3:
E-CRMor
Electronic CRM concerns all forms of managing relationships with customers
making use of Information Technology (IT).e-CRM marketers must first identify
means of increasing the overall level of customer satisfaction within their
industry, and then begin to consider moving beyond customer satisfaction toward
broader loyalty-based
Q6. “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
Get fully solved assignment. Buy online from website
online store
or
plz drop a mail with your sub code
we will revert you within 2-3 hour or immediate
Charges rs 125/subject and rs 700/semester only.
if urgent
then call us on 08791490301, 08273413412
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