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PROGRAM
Master of
Business Administration – MBA
SEMESTER
IV
SUBJECT
CODE & NAME
MK0015
Services
Marketing and Customer Relationship Management
Qus:1 Write Short Notes on 7Ps of
service marketing mix and Characteristics of service.
Answer: Service Marketing Mix: 7Ps
You
must be familiar with the 4Ps of the marketing mix, that is, product, place,
price and promotion. These
a. Frontal Attack
b. Flanking Attack
c. Bypass Attack
d. Guerrilla Attack
Answer: a. Frontal Attack
This
involves the challenger taking on the defender head on. The challenger attacks
the main market of the market leader by launching a product with a similar or
superior marketing mix. The market leader gets
Qus:3 Explain Customer Relationship Management (CRM). What are the
various types of CRM?
Answer: Customer relationship management (CRM) has to be focused on
aligning the business processes with customer strategies employed by the firm.
Customer relationship management can be very useful if it works. It allows
companies to gather customer data and identifies the
Qus:4 What are the various
opportunities and benefits of e-CRM? What are the various ways in which e-CRM
can be leveraged as a source of competitive advantage?
Answer:
Opportunities and benefits
e-CRM
is the effective use of the internet as well as various touch-points as well
other means of using telecommunications to better manage and initiate ties with
existing and potential customers. Today,
Qus:5 What do you mean by Customer Life Cycle? What are the
various challenges faced by an organisation in implementing CRM?
Answer: Customer life cycle focuses on
understanding the different stages of life of a customer and the value attached
to each stage for delivery of need-based products and services at his doorste
Qus:6 What are the various steps that should be taken to avoid the
challenges and pitfalls in e-CRM?
Answer: The execution of effective e-CRM
holds many challenges. First and foremost there are issues of cost that
normally append such intricate installations. In addition to this, there are
other issues
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