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PROGRAM
Master of
Business Administration – MBA
SEMESTER
IV
SUBJECT
CODE & NAME
MK0015
Services Marketing and Customer Relationship Management
Qus:1 Define Services. Explain various characteristics of
Services.
Define of Services 3
Elaborate the characteristics of Services 7
Answer: A service is an intangible activity offered by one
person/party to another as a result of which the receiving
Qus:2 What are the criteria on which grouping of customers
are done in market segmentation?
Explain the criteria on which grouping of customers are done
in market segmentation 10
Answer: Consumers have started showing highly differential needs.
Therefore, a single, undifferentiated approach can no longer strategy
relevant to the group has to be framed to ensure
Qus:3 Write short notes on:
a. Frontal Attack
b. Flanking Attack
c. Bypass Attack
d. Guerrilla Attack
Frontal Attack 2.5
Flanking Attack 2.5
Bypass Attack 2.5
Guerrilla Attack 2.5
Answer: 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 most of its revenues and profits from this market segment.
If the
Qus:4 What are the various alternative strategies used in
Marketing Services?
Explain the various alternative strategies used in Marketing
Services 10
Answer: An organization’s strategies towards developing and
maintaining sustainable relationships differ from one organization to another
depending on certain factors. These include nature of business, its size, its
market share, nature of business, among many other things. The responsive and learning nature of a
service organization must build confidence in the
Qus:5 What do you mean by Customer Relationship Management (CRM)?
What are the four important steps that service providers should bear in mind
while implementing one-to-one marketing?
Explain Customer Relationship Management 4
Explain important steps that service providers should bear
in mind while implementing one-to-one marketing 6
Answer: Customer relationship management (CRM) has to be focused on
aligning the business processes with customer strategies employed by the firm.
Customer relationship management
Qus:6 What are the basic requirements for CRM implementation in an
organization?
Explain the basic requirements for CRM implementation in an
Organization 10
Answer: The basic requirements for CRM implementation in any
organization are as
follows:
1. Customer-centric approach: A customer-centric approach will
take care of a customer’s experience by continuously monitoring his feelings
and reactions to various encounters with the organization. There should be very
high appreciation of a customer’s feedback and his reaction and
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PROGRAM
Master of
Business Administration – MBA
SEMESTER
IV
SUBJECT
CODE & NAME
MK0016
Advertising
Management and Sales Promotion
Qus:1 Define Advertising by highlighting its various
characteristics. What are the various objectives of Advertising?
Define Advertising and also highlight the characteristics of
advertising 4
Explain various objectives of Advertising. 6
Answer: Advertising is defined in Webster's Dictionary as “the
action of calling something to the attention of the public especially by paid
announcements; or, to call public attention by emphasising desirable
qualities so as to arouse a desire to buy or patronise.” As is commonly defined
and understood, advertising is “any paid form of non-personal presentation and
promotion of ideas or products by an identified sponsor.” The definition
highlights the following characteristics of
Qus:2 Explain the factors that affect Marketing and
Advertising in India.
Elaborate factors that affect Marketing and Advertising in
India. 10
Answer: There are some factors which deeply influence our thinking
about advertising in India.
Qus:3 Explain the various types of Advertising copy.
Elaborate various types of Advertising copy 10
Answer: Here
are some of the major types of ads and thus copy that is written to suit these
ads:
Qus:4 What do you mean by Advertising Budget? What are the
various factors influencing Budget Setting?
Explain Advertising Budget 3
Explain various factors influencing Budget Setting 7
Answer: As we discussed , after setting its advertising objectives,
a company has to estimate how much it is willing to spend on the promotional
programme. Although in an ideal situation, the budget should be determined by
the objectives laid out for the communication function in
Qus:5 Explain the various innovative use of mass media in Rural
Marketing.
Elaborate how mass media is used for rural marketing 10
Answer: A successful campaign mixes the traditional and modern media
cleverly to get the best results. The following mass media is used for rural
marketing:
Television – Due to the government supplying free televisions in rural
areas for broadcasting educational
Qus:6 Explain the various Civil and Penal Codes applicable to
Advertising.
Elaborate various Civil and Penal Codes applicable to
Advertising 10
Answer: There are many laws which apply to advertising and its
professionals should be familiar with them rather than land in a court of law
later. Advertisers in their enthusiasm or ignorance often make wild claims,
which can have unfortunate consequences later, not only for the
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DRIVE:
Fall 2017
PROGRAM:
MASTER OF BUSINESS ADMINISTRATION (MBA)
SUBJECT
CODE & NAME: MK0017 – E-MARKETING
CREDITS
& MARKS: 4, 60
SEMESTER:
IV
BK
ID:B1810
Q.1: Explain Front-end
& Back-end activities of Infrastructure: Building a Product system. Explain
Digital Products.
a) Explanation of
Front-end & Back-end activities of Infrastructure: Building a Product
system.
b) Explanation of
Digital Products.
ANS:
a) Explanation of
Front-end & Back-end activities of Infrastructure:
In software
engineering, front end and back end distinguish between the separation of
concerns between the presentation layer (
Q.2: List and explain
the types of online stores in E-Malls and Parties in an E-Marketplace
a) Explanation to the
types of online stores in E-Malls
b) Explanation to the
Parties in an E-Marketplace
ANS:
a) Explanation to the
types of online stores in E-Malls:
e-Malls
are Web sites that feature links to numerous online shopping sites. Some of
these portals offer e-wallet
Q.3: Elaborate on the
Internal and External Considerations of Situational Analysis
Internal and External
Considerations of Situational Analysis
ANS:
Internal and External
Considerations of Situational Analysis:
An
e-marketing plan can be developed by research and analysis. Its aim is to reach
marketing objectives with the help of electronic goods. Every good e-marketing
plan is developed according to the overall marketing plan of the
Q.4: Explain the 4 P’s
in E-Marketing along with the additional 3P’s in E-Marketing of Services
a) Explanation to the 4
P’s in E-Marketing
b) Explanation to the
additional 3P’s in E-Marketing of Services
ANS:
a) Explanation to the 4
P’s in E-Marketing:
4
P‟s are depicted on the internet and online marketing:
Q.5: Elaborate on the
Word-of-Mouth Marketing Techniques
Word-of-Mouth Marketing
Techniques
ANS:
Word-of-Mouth Marketing
Techniques
From
a conceptual viewpoint, online social networking is no different than
traditional networking and socialising. You meet people over the Web and get to
know them by sharing information about each other. Those you like and/or share
Q.6: Write short notes
on:
a) Customer Metrics
b) E-mail/Direct
Metrics
c) On-site Web
analytics technologies
ANS:
a) Customer Metrics:
Customer metrics are
buzzwords in the business world that have been getting plenty of attention in
recent years. In simplest terms,
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DRIVE
Fall 2017
PROGRAM
MBADS (SEM 4/SEM 6)
MBAFLEX/
MBA (SEM
4)
SUBJECT
CODE & PGDMMN (SEM 2)
NAME
MK0018–
International Marketing
1 Differentiate between GATT and WTO
GATT
WTO
Answer: GATT is a multilateral treaty among the member
countries that lays down certain agreed rules for conducting international
trade. The member countries contribute together to four-fifth of the total
world trade. It is interesting to note that underdeveloped countries form a
sizable majority in GATT. The basic aim of GATT is to liberalise world trade
negotiations among members countries and, for the last forty seven years, it
has been concerned with
2 Write short
notes on the following:
A.
International franchising
B.
International contract manufacturing
Answer: a) Franchising is basically a specialized form of
licensing in which the franchiser not only sells intangible property to the
franchisee, but also insists that the franchisee agree to abide by
3 What are the stages in which
international markets are screened and analysed?
4
Stages
Answer: Step One – Country Identification
The
World is your oyster. You can choose any country to go into. So you conduct
country identification – which means that you undertake a general overview of
potential new markets. There might be a simple match – for example two
countries might share a similar heritage e.g. the
4 What is counter-trade? Describe the
various types of counter-trade.
Explanation
of the concepts
Types
Answer: Counter trade constitutes an estimated 5-30 percent of
total world trade. Counter-trade greatly proliferated in the 80s. Counter-trade
is one of the oldest forms of trade in the government mandate to pay for goods
and services with something other than cash. It is a practice that requires a
seller as a condition of sale to commit contractually to reciprocate and
undertake certain business initiative that compensate and benefit the buyer. In
short, a good-for-goods deal
5 Discuss the role of sales promotion
and personal selling in international marketing.
Sales
promotion
Personal
Selling
Answer: Sales promotion is one of the most important aspects
of marketing. Selling is as important as producing. Every manufacturer has to
sell his product in the market – domestic or international. Selling products in
the international market is more difficult than selling them in the domestic
market. The producer and the exporter cannot sell a bundle of physical
attributes known as
6 Write short notes on the following:
a. Bill of Exchange
b. Packing list
c. Air way bill
d. Certificate of origin
e. Consular invoice
Answer: a) When a draft bill is drawn on a foreign firm, it is
termed as a foreign draft or bill of exchange. It is prepared either in an
international currency or Indian rupee depending on the terms of contract.
Accordingly, the bill is known by the name of currency in which it is drawn.
For
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PROGRAM
Master of
Business Administration - MBA
SEMESTER
IV
SUBJECT
CODE & NAME
ML0017
Mall
Management
Qus:1 Define Shopping Mall. What are the various components of a
Shopping Mall?
Answer: A shopping mall or a shopping arcade/shopping
centre/shopping precinct or just ‘mall’ comprises a complex of shops including
one or more buildings with interconnecting walkways. It enables the
Qus:2 What re the various responsibilities of a lessor in a
Commercial Lease? Also mention various obligations of a lessee in a Commercial
Lease.
Responsibilities of a lessor
Obligations of a lessee
Answer:
Responsibilities of the Lessor
• While both the parties should respect the agreement in letter
and spirit, the lessor should not interfere and allow the lessee to utilize the
property he is paying for.
Before leasing, the
Qus:3 What do you mean by Global Brand? What are the various
benefits of Global Brand?
Answer: A
global brand is one which is supposed to replicate the same set of values all
over the world. Global brands rise above their origins and make durable and
lasting relationships with
Qus:4 What do you mean by Emergency Management? Mention some
of the safety tips that can be very useful in Emergency Management?
Emergency Management
Explain safety tips that can be very useful in Emergency Management
Answer:
Emergencies come to stall the peace, order and normal pace of
life without prior warning. We suddenly hear the sad news of explosion and
serious fire taking place in an institution or office. An earthquake destroys
numerous highstorage computers. Suddenly a power cut hampers critical
equipment, machinery or processing
lines. A flood spoils perishable products with the floodwater carrying many
pollutants. During such cases of emergencies, your
Qus: 5 What are
the various crime prevention strategies for shopping malls?
Answer: Following are crime prevention strategies ensuring the
security of shopping malls:
• Security Patrol: Provide adequate good number of
professional security officers in well-marked
Qus:6 What are the various considerations of Marketing planning as
a constituent of cooperative advertising?
Answer:
Marketing planning, another critical constituent of cooperative
advertising, comprises the following
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DRIVE
fall
2017
PROGRAM
Master
of Business Administration - MBA
SEMESTER
IV
SUBJECT
CODE & NAME
ML0018
Project
Management in Retail
Q.1: Explain in detail
Project Planning Process.
Detail explanation of
Project Planning Process.
Ans:
Detail explanation of
Project Planning Process:
The
project planning process involves a number of stages that we shall discuss
subsequently:
Identification and
Prioritization
Q.2: What do you
understand by Resource Smoothing and Resource Levelling?
Network diagrams drawn
based on the work breakdown structure and the critical path identified on it
are based on ideal condition of abundance of resources.
ANS:
Network diagrams drawn
based on the work breakdown structure and the critical path identified on it
are based on ideal condition of abundance of resources:
Network diagrams
drawn based on the work breakdown structure and the critical path identified on
it are based on ideal
Q.3: What are the
different aspects of retail project execution?
Retail project
execution involves several people and teams with different skills, ability and
priorities, constant co-ordination and adjustment in planned activities,
conflict with routine operations of business because of overlapping retail
project organization structure and several such issues.
ANS:
Retail project
execution involves several people and teams with different skills, ability and
priorities, constant co-ordination and adjustment in planned activities,
conflict with routine operations of business because of overlapping retail
project organization structure and several such issues:
Retail project
execution is different from routine operations. Important characteristics of
retail project execution are listed as follows:
High Degree of
Interaction with Agencies: A retail project team's interface
with other agencies within the company and outside is very frequent. Rather,
the functioning of retail project team depends entirely on interface
management. Purchase, stores, finance, manpower planning, internal audit,
engineering,
Q.4: Write notes on the
Execution stage and Completion stage of retail project life cycle.
During the planning
stage subcontracts are given, teams and sub-teams are formed, team leaders are
appointed, coordination is established, documentations are designed and
reporting system is developed.
ANS:
During the planning
stage subcontracts are given, teams and sub-teams are formed, team leaders are
appointed, coordination is established, documentations are designed and
reporting system is developed:
Q.5: What do you
understand by Retail Strategy? Discuss any 3 types of Growth Direction.
Retail strategy
comprises several important dimensions.
Explanation of 3 growth
direction
ANS:
Retail strategy
comprises several important dimensions:
• The retailer’s target
market mix.
• Retail format
• Sustainable
competitive advantage
Explanation
of 3 growth direction:
• The retailer’s target
market: It is the market segment towards which the retailer
plans to focus its resources
Q.6: Write notes on:
Decision rules & Decision-Tree Approach.
Decision rules are of
various types.
ANS:
Decision rules are of
various types:
Four
different decision rules are discussed in this section. They include:
(i) E-V rule or
mean-variance rule:
The
expected return and variance (or standard deviation) are compared for taking a
decision. It is also called the ‘
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