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DRIVE- Fall 2015
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.
Discuss the eight different demand situations of Service. (Eight different
demand situations) 10
Answer:
Eight different demand situations are:
1. Negative demand:
Negative demand occurs where
most or all segments in a market possess negative feelings towards a service,
to the extent that they may even be prepared to pay to avoid receiving that
service. Many medical services are perceived as unpleasant and are
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
perception gap and summarise 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 company and
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.
Competing: It is called as
uncooperative mode. This competing mode helps in situations:
Q5. Elaborate the important steps that service providers should bear in
mind whileimplementing 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
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
Get fully solved assignment. Buy online from website
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