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DRIVE
Spring
2018
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 for every firm to specify the target group before launching a service
product. A huge marketplace holds a variety of customers with different
preferences, needs and expectations. It is important to zero down on the
‘right’ segment of customers. While formulating a
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
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 service managers to see to it that some
degree of equilibrium is maintained between people’s needs and promotional
messages. Sometimes, buyers of any given service do not exercise complete rationality
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
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
sector wherein
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
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DRIVE
Spring 2018
PROGRAM
MBADS (SEM 4/SEM
6) MBAFLEX/ MBA (SEM 4)
SUBJECT CODE
& NAME
MK0016/ML0016-
Advertising Management and Sales
Promotion
Q.1:
Briefly discuss the Consumer Protection Act and also elucidate its strengths
and weaknesses.
Explanation
of the concepts
Strengths
and Weakness
ANS:
Explanation
of the concepts:
The concern about
malpractices in market transactions, intended or otherwise, is so great,
especially in case of rural consumer who wants to enjoy all the modern
luxuries, has the money for it, but cannot really
Q.2:
Elaborate in detail factors that are affecting marketing and advertisement.
Factors
that affecting marketing and Advertisement
ANS:
Factors that
affecting marketing and Advertisement:
There are some
factors which deeply influence advertising thinking in India and which are
entirely different from the last century and perhaps other developing
countries. These should be monitored constantly, even when one is not directly
dealing with these products or segments, because the whole economy is an
Q.3:
Explain the theories of Advertising in detail.
Explain
the theories of Advertising in detail.
ANS:
Explain
the theories of Advertising in detail:
Every day people
are exposed to thousands of selling messages, not necessarily through
advertising. Each is trying to sell something the target may or may not want.
All this horrific competition for the target’s mind space has only one
objective – to persuade the target to buy its own brand. Since very rarely a
whole
Q.4: What are
the various factors that are influencing in setting of budget?
Various factors
influencing budget setting
ANS:
Various
factors influencing budget setting
Historical
method:
Some companies, due to intellectual laziness, lack of enterprise or sheer
complacency, may not wish to go deep into how the advertising budget works, or
may be turned off by the sheer complexity of the procedure. They keep spending
what they always did, year after or year, merely inflation adjusted, with
similar indifference to the budget allocation to different media and all that
it involves. This is suicidal, considering how threateningly competitive the
Q.5:
What are the various media that may be used for direct marketing? What are
their pros and cons?
Explanation
of concepts
Pros
and Cons
ANS:
Explanation
of concepts:
Direct
mail
however remains one of the most inexpensive and heavily used media for direct
marketing. In spite of the rise in postal charges, it remains the favoured tool
due to its ability for personalization of mail, flexibility and testability. It
allows businesses to target individuals with known credit
Q.6:
Write a short note on a. Advertising in marketing mix b. Positioning.
Role
of advertising in marketing mix
Positioning
ANS:
Role
of advertising in marketing mix:
Marketing has
been defined by various experts to cover all activities from product conception
to the last step when it reaches the consumer. An exhaustive list includes:
–Product, Price,
Promotion, Price ( 4
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DRIVE
SPRING 2018
PROGRAM
MASTER OF BUSINESS
ADMINISTRATION (MBA)
SEMESTER
IV
SUBJECT CODE &
NAME
MK0017- E-MARKETING
Qus.1
Discuss the history of e-marketing. What are the benefits of e-marketing?
History of e-marketing. 5
Benefits of e-marketing. 5
Answer-
History
of e-Marketing
E-Marketing1 can be defined as
'Achieving marketing objectives through use of electronic communications
technology'. It can be described as an act of trying to achieve marketing
objectives through electronic or digital means. It can also be called as Electronic
Marketing. Internet is used for most e-Marketing2 campaigns, such as
e-Newsletters and e-mails. The marketing of products or services over the
Internet can be
Qus.2
What is an e-storefront? Explain its importance in an e-business.
e-storefront.
5
Importance of e-storefront in an
e-business. 5
Answer-
An electronic storefront is an
e-commerce solution for merchants who want to host a website that advertises
their products or services and for which consumer transactions are generated
online. Various software applications are available to merchants, which range
from electronic shopping carts to secure payment gateway
Qus.3
Explain why situational analysis is important while formulating an e-marketing
plan.
Importance of situational analysis
while formulating an e-marketing plan.
10
Answer-
This is the first step of the
traditional seven-step marketing plan. Some of the following items will apply
more or less to various companies, industries, and brands. Conducting an
environmental scan is an important step in any marketing plan, e-business or
otherwise. It helps to set the context within which to plan
Qus.4
Explain the advertising media commonly used by businesses to implement their
e-marketing plans.
Advertising
media commonly used by businesses to implement their e-marketing plans. 10
Answer-
There are many different types of
advertising media that marketing managers can choose from in order to create a
successful marketing strategy. This lesson covers some of those options,
including printed media, television and outdoor
Qus.5
What are the word-of-mouth marketing techniques? 10
Answer-
Word-of-mouth can be an effective
way of gaining new clients without investing too much in new marketing
programs. According to the Word of Mouth Marketing Association, word-
Qus.6
Define patent & trade secrets in Digital Property. Differentiate between
patents and trade secrets.
Patent in Digital Property 3
Trade secrets in Digital Property. 3
Difference between patents and trade
secrets. 4
Answer-
Patent
in Digital Property
Creativity and invention are
highly valued within the United States as reflected by patent laws dating back
to 1790, with mention of intellectual property even included in the
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DRIVE
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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 negotiations on the reduction, even the elimination of
trade barriers – tariff and non-tariff – between countries and improving trade
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 ongoing
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 United Kingdom and Australia,
a similar language e.g. the United States and Australia, or even a simi
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
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 product but it is the business of selling satisfaction to
their customers. This is particularly important in consumer goods. Thus, modern
marketing requires not only designing the right product, right price and
distribute effectively but also involves the task of designing and
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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