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DRIVE SPRING 2016
PROGRAM Master of
Business Administration- MBA
SEMESTER 4
SUBJECT CODE &
NAME
MK0015 –Services Marketing and Customer Relationship
Management
1
Discuss the issues that need to be addressed by a firm before it sets out
targeting goals.
Targeting goals
Answer: Customers form
the most integral part of service production as well as marketing. The service
process is begun by identifying and then targeting the right customers. It is
important
2
List & classify the 7P’s of marketing.
7P’s of
marketing
Answer: Marketing mix
conveys the positioning of a service or a product. In cases of services all the
4Ps are very flexible, i.e., many number of combinations of the 4Ps are
possible to arrive at a marketing mix. But the segmentation criteria have to be
very well defined and the positioning has to be very sharp, because a customer
is impacted instantly and very perceptibly as soon as he gets in contact with a
service provider or enters a service
3
Describe the Howard Sheth model of customer Behaviour.
Howard Sheth model
Answer: Making a
service purchase decision is seldom a solitary enterprise, that is to say, many
people are involved in the decision-making process. For this purpose, key
players need to be identified so that a specific service format can be
developed. Additionally, it is task of
4
What are the uses of IT in the Education & Banking sector?
Uses of IT in
the Education sector
Uses of IT in
the Banking sector
Answer: Education
Information
technology has the potential to enhance and complement traditional teaching
methods by providing additional tools to a teacher to display and explain ideas
to their students and providing students with innovative but practical learning
tools to help study. For a teacher the presentation of study material can be
enhanced through multimedia
5
Describe the nature of service marketing.
Nature of
service marketing
Answer: Service
marketing is marketing based on relationship and value. It may be used to
market a service or a product that is defined under service activities
discussed earlier. Marketing a service-based business is different from
marketing a goods based business. For one, it is not easy to put a price to the
service. Also, service firms are organized in a different manner in terms of structure.
Determining costs becomes even more difficult in the non-profit
6
Write short notes on:
a)
e-CRM
b)
Customer Life Cycle
Answer: a) The basic
idea of e-CRM comes from e-commerce. Essentially, e-CRM differs from CRM in
terms of the technology and the syntactical nature of interface with customers.
Typically an e-CRM would provide customers with a self-service browser based
window on which
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