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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 party is benefited
in some way. This activity may or may not be offered along with a tangible
product. In all the examples just cited, the beneficiary or customer
Qus:2 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
Q3. Explain the 8 different demand
situations identified by Votter.
Elaborate the demand situations
identified by Votter
Answer:
Votter
has identified eight different demand situations:
1.
Negative demand occurs where most or all
segments in a market possess negative feeling 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 purchased only in distress,
even though there may be benefit to individuals from receiving regular
preventive treatments. There is criticism of increase in medical charges on the
Qus:4 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 can be
Q5. Write short notes on:
a. Opportunities and
benefits of e-CRM
b. Challenges of e-CRM
Answer:
E-CRM
Opportunities and Benefits
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
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
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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?
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
Qus:2 Explain the various departments of an advertising
agency.
Answer: The following are the different advertising departments:
Creative department
o Copy
Qus:3 Explain the various types of Advertising copy.
Answer: Here are some of the major types of
ads and thus copy that is written to suit
these ads:
Consumer
advertising – These are the prima donnas of advertising, the most visible,
expensive, lavish, most frequently repeated in multiple media and the most
entertaining of the genre. Naturally, such
Qus:4 What do you mean by Direct Marketing? What are the
various strengths of Direct Marketing?
Answer: According to the Direct Marketing Association (DMA), direct
marketing is an “interactive system of marketing which uses one or more
advertising media to affect a measurable response and/or transaction at any
location”. In other words, direct marketing is a one-to-one approach that uses
advertising media to produce an inquiry, a transaction and some
Qus:5 Explain the various innovative use of mass media in Rural
Marketing.
Answer: In spite of the fundamental differences in urban and rural
psychology and buying patterns, marketers use most of the true and tried mass
media for rural marketing also. The immense diversity of rural cultures and low
literacy just make it more challenging. A successful
Qus:6 Explain the concept of Sales Promotion. What are the various
benefits of Sales Promotion?
Answer: Sales promotion is a collection of
tools that stimulate quicker or greater purchase of products by consumers or
trade in the short run. The American Marketing Association defines sales
promotion as “media and non-media marketing pressure applied to a pre-Get fully solved assignment. Buy online from website
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PROGRAM
MASTER OF
BUSINESS ADMINISTRATION (MBA)
SEMESTER
IV
SUBJECT
CODE & NAME
MK0017 –
E-MARKETING
Qus:1 What are the possible factors that can widen the scope
of E-Marketing in near future? What are the problems faced by the companies in
E-Marketing?
Answer: Before the Industrial Revolution, for all practical
purposes, every trade and exchange consisted of a minimum degree of personal
liaisons between vendors and consumers. This indicated
Qus:2 What is an E-market? How it is different from Physical
markets? What are the advantages and disadvantages of E-markets?
Answer: An e-market is an online marketplace (Website) in which
sellers and buyers exchange goods and services for money (or for other goods
and services), but do so electronically. E-markets have been
Qus:3 Define
a) Social media marketing
b) Search engine optimization
c) Search engine marketing
d) Pay per click advertising
Answer: a) Social media marketing
Social media or social networking is
an online service, platform, or site that enables users to build social
networks or social relations among people, and share interests, activities, and
information with each other. Social networking is the grouping of individuals
into specific groups who interact with each other as
Qus:4 Explain about 2P+2C+3S formula of E – Marketing.
Answer: we have studied e-marketing in terms of the 4Ps model
(product, price, promotion and place), which is based and built upon the
principles that are the same as in traditional offline
Qus:5 E-Marketing helps the business in creating competitive
advantage. Explain.
Answer: E-marketing is targeted at creating a new competitive
advantage for the company. This is because the companies operate in a very
competitive market. A Website can help find new markets and allow the company
to trade globally with a small investment. This saves cost and gives the
Qus:6 What are the legal and ethical issues involved in E-CRM ?
Answer: The Internet has led to a state that is popularly referred
to as the ‘global village’. It has made distances smaller and brought people of
different parts of the world closer to each other. It has also made it possible
and convenient to conduct
trade and
commerce across different countries. This has led to the emergence of
e-marketing and e-commerce, which
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DRIVE
Winter 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
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 strict rules
as how it does business. The franchiser will also often assist the franchisee
to run the business on an
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.
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
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
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 example, the bill drawn
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