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DRIVE Fall 2016
PROGRAM Master of
Business Administration- MBA
SEMESTER 4
SUBJECT CODE &
NAME
Ml0015 –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 for every firm to specify the target group before launching a service
product. A huge marketplace
2
Briefly discuss Service Marketing Mix with suitable examples.
Service
Marketing Mix
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 facility. 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
4
Briefly discuss impact & importance of IT for Education & Banking
sector?
IT
in the Education sector
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 presentations where a slide show, animation, video
with sound is projected for the students to view. This makes the
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
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 they may have greater autonomy to surf different schemes and
offers. Additionally, an e-CRM will also be able to generate a history of
purchases, e-mails where they will get updates and such like. In
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