PROGRAM MBA
SUBJECT
CODE & NAME MK0015 Services Marketing and Customer Relationship Management
1. Define Customer Relationship
Management (CRM). Explain the basic requirements
for CRM implementation process.
Ans- Basic Components of Customer Relationship
Management (CRM)
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 most valuable customers over time and increases
customer loyalty by providing customized products and services. It also reduces
the cost of serving these customers and makes it easier to acquire similar
customers. But a CRM can not only fail to deliver its intended benefits, it can
also damage longstanding customer relationships. The biggest problem is the
assumption that CRM is a software tool that will manage customer relationship
of
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2. What do you mean by Service quality? Briefly describe the steps
involved in Gap analysis.
Ans- Service Quality
Before formulating
any marketing strategy, a firm must clearly define what quality means to it.
The next step is to come up with a method that measures quality in quantifiable
terms, so that any deficit towards achieving the same may be identified and
accordingly rectified. Service elements are different from those of
manufactured goods. The logic behind producing and marketing a good or service
product is to achieve conformance, i.e., to pre-empt customers’ needs and
expectations and strive to meet them. In case of manufacturing, it is
relatively easier to measure customers’ needs, as there is homogeneity of need
over large segments. For instance, customers value a blanket in terms of its
core
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3. What do you mean by Service marketing? Describe the services marketing
triangle in detail with figure.
Ans- Definition and Scope of Services Marketing
It is difficult to
provide a single definition of service. Most attempted definitions are
incomprehensible. The concept of service has to be understood either as an
exclusive offering from a company that is primarily intangible, or as a part of
the service–product mix that a company offers. At one level, service is an
intangible offering with little or no transfer of physical products to the
customer. Car rentals, insurance, and education are some examples of such
services. Physical goods associated with the offering do not provide major
satisfaction to the customer who is primarily interested in the service part of
the offering.
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4.What do you mean by Customer acquisition in service marketing? What are
all the essential requisites for an Organisation to be effective in its
acquisition efforts?
Ans- Customer Acquisition
Customers
In a broader sense, all
those who are involved in the process of transfer of ownership of a product
from the production centre to the consumption centre are customers, and not
merely the one who ultimately enjoys the benefit of a product or service. There
are three terms normally used in this context, viz., the buyer, the consumer
and the customer. In a very strict sense, the buyer refers to the one who buys
a product or a service and it is immaterial whether he or she consumes it or
not. A consumer is one who consumes a product of an organization, and it is
immaterial whether he or she is involved in the purchase activity or not. Customer
is one who repeatedly buys from one source. In the context of this
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5. Write a short notes on:
A. Branding of services
B. Differentiate between branding
services and branding products.
Ans- A.
Branding of services
Before we explore the
key components of branding services, let us first understand branding as a
marketing strategy. How do customers choose brands or what are the criteria on
which brands are favoured? Why is it that consumers are willing to pay more for
a service of comparable quality? In other words, the fact that people are
becoming more and more brand conscious is indicative of a
surge in
not just the quality of servicesbut also of a certain aesthetic that is promoted
along with the
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B.Difference between branding services and branding products
One of the crucial
differences in branding services and branding products is the fact that services
are intangible while products are tangible. This makes all the difference in
developing branding strategies. For instance, strategies that will be used to
brand services will be more careful in its customer approach.
The intangibility
factor will make branding more difficult to convey and sustain. Spas for
instance, have focused on establishing a personal touch by understanding the
toil of modern life. The strategy targets
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6. Write a short notes on :
A. Self-service Technologies with
examples
C. Customer Interaction
Management(CIM)
Ans-A. Self-service
Technologies and Customer Participation
Self-service
technologies or SSTs are the ultimate form of customer involvement and
participation in producing a service. These services are produced entirely by
the customers without any interaction with the employees of the
serviceproviding firm. If all theservices are assumed to be located along a
spectrum ranging from services involving total firm production through total
customer production, the SSTs will fall under the latter. The increased use of
advanced technology in service sector has introduced
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B. Customer Interaction Management (CIM)
Interaction plays a
lead role in building customer relationships. CIM represents the intensive
interaction between customers and the organization, which is supported by
technology-enabled mechanisms such as the Internet. In view of the
technological growth, the interaction management is facilitated by communication
in terms of media, message, speed, accuracy, distance, content,
reach, repetition, etc.
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SUBJECT CODE & NAME MK0016 - Advertising Management and Sales
Promotion
1.Define Sales promotion. Explain the tools and techniques of consumer
sales promotion.
Ans- Meaning and Importance of Sales Promotion
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-determined, limited period of time in order
to stimulate trial, increase consumer demand or improve product quality.”
Businesses can target sales
promotion at three levels – consumers, resellers/trade and the company’s own
sales force. Sales promotion is a competitive weapon which offers an extra
incentive for the target to
purchase one brand over another. It is particularly effective in triggering product trials and unplanned
purchase one brand over another. It is particularly effective in triggering product trials and unplanned
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2.Write a short notes on:
A.
Gesalt Psychology
B. Attitude change
Ans-B. Attitude
Change
Attitudes are a person’s favourable
or unfavourable dispositions
towards an idea, a person, a thing or a
situation.
Attitudes are based on
evaluations of and judgements
regarding an attitude object, which result in the individual’s likes
or dislikes for that object.
Thus, attitudes may be positive, negative or neutral.
According to its most
widely accepted definition, “attitude” has three components (Batra, Myers & Aaker):
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Sustained advertising keeps the brand in front of the chosen target
segment.
3.Advertising is a paid form of communication. It has gained its
significance since it attempts to build
a positive attitude towards a product. Explain the characteristics and objectives
of advertising.
Defining Advertising
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 advertising:
·
The
fact that it
is “a paid
form” of presentation
emphasises that advertising space
or time must be purchased.
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4.What is “above the line” and “below the line” activities with respect
to marketing communications? Explain the concept in detail.
A “medium” is a means or vehicle for the
dissemination of a message. Be it the door-to-door seller knocking on
doors, or the hawker calling out his/herwares as
he/she walks along
the streets, or
the village fair where
the fair itself is the
media platform, products
are typically sold
through media.
Growth of
the media has grown along with the complexity of life today. Apart from conventional print, radio and television,
there are a number of media that make message delivery far more focused and
effective. More innovative use of newspaper space, interactive media,
electronic hoarding with moving messages,
Internet, direct marketing,
are only some
of them. Theeffectiveness of
a marketing
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5.Explain Advertising standards council of India (ASCI) and also discuss
the Forms of ethical violations in
Advertising.
Ans- The Advertising Standards Council of India (ASCI)
The advertising community of
India is by and large responsible and keeps out of blatant malpractices. Like
most service industries, advertising too has its own Code of Ethics. Set up in
1985, ASCI, the watchdog organisation of advertising, consists of
representatives from the advertising industry, media
and experts from other relevant professions. It is one of the most important organisations that lays down ethical standards for the advertising industry, although there are several other media and agency-related bodies that also do the same. ASCI’s overarching goal is to enhance public confidence in advertising. For
and experts from other relevant professions. It is one of the most important organisations that lays down ethical standards for the advertising industry, although there are several other media and agency-related bodies that also do the same. ASCI’s overarching goal is to enhance public confidence in advertising. For
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6. What do you understand by ‘Advertising’? Describe any five
factors that affect marketing and advertising.
Ans- Defining Advertising
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
advertising:
The
fact that it
is “a paid
form” of presentation
emphasises that advertising
space or time must be purchased.
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SUBJECT CODE & NAME MK0017- E-MARKETING
1. Define E-Customers with some examples. Also explain the Online buying
process.
Definition of E-customers with examples
With the growth and expansion of the Internet, a new
kind of customer has emerged — the e-customer. An e-customer is a person with
whom a business transaction occurs electronically. E-customers receive or
consumeproducts (goods or services) that are sold online with the help ofthe
Internet. Given that this is a relatively new channel of business, the
companies that operate online business need to learn how to build and retain
the e-customer base and also attract new ones.
The main difference with a traditional
customer is thatthe latter goes to a bricks-and mortar store, where he
interacts with the sales staff
personally. The staff also have the advantage of
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2. An electronic marketplace (e-marketplace) refers to a website created
for common interest. It integrates the online and physical component of a
company. Discuss the five kinds of partners
in an e-marketplace.
Explanation of e-marketplace
An
electronic marketplace, or e-marketplace, refersto a Web site and portals or a
set of linked sites that are common interest to particular types of customers.
The e-marketplace model has come to be a very effective one, which integrates
the online and physical component of a company. It has in many ways helped business partners to
establish a dot.com strategy in their company . One crucial factor in this
context is the costing. If businesses feel tha t each consumer has to be
reached personally and physically, this would be very difficult. Thus, an
electronic presence not only makes the process cost-effective, it also reaches
the consumer
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3. Discuss about web analytics. List and explain the visitor statistics
can be gained by using metrics.
Ans- Web Analytics
Web analytics is referred to as the
collection, measurement, analysis and reporting of Internet data for the
purposes of understanding and optimizing Web usage. Web analytics not only
serves as a tool for measuring Web
traffic, but can also be used as a tool for business and market research, and
to assess
and improve the effectiveness of a Website. There are two types of Web analytics; off-site and on-site Web analytics.
and improve the effectiveness of a Website. There are two types of Web analytics; off-site and on-site Web analytics.
Off-site
Web analytics refer to Web measurement and analysis of a Website taken at random,
independent of whether you own or maintain a Website. It gives an account of a
Website’s potential audience
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4. Write a short notes on :
A. Any five points on e-marketing
as competitive advantage.
B. Virtuous cycle of e-marketing
Ans-A. E-marketing offers new sources of
competitive advantagein the following ways:
• Redefining the
business landscape:E-commerce is radically changing the way products, services
and information are exchanged. It is
redefining our way of doing business, whether it is education, entertainment,
financial services, banking or hospitality management. The power of e-commerce is creating a new business
landscape and a new way of lifewhich no business firm can afford to ignore.
•
Cuts costs and
saves time: The most
important advantage of
emarketing is that it reduces costs—the cost of searching and
monitoring, the cost of
more retail outlets,
the cost of
sourcing, supply
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Creates a Virtuous Cycle
A virtuous cycle is an
economic term that refers to a complex chain of events that reinforce each
other through a feedback loop and have favourable results (in contrast to a
vicious cycle, which has detrimental results).
As is clear
from the sections you have studied above, e-marketing offers several benefits
that feed into each other and result in a vastly improved business experience
both for the seller and the consumer. As illustrated in Figure 9.1, the reduced
costs due to the use of online channel results in increase in output
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5.Functions of E-marketing are represented by 2P+2C+3S formula
(Personalisation, privacy,customer
service, community, site, security, and sales promotion). These functions form the framework of an e-marketing strategy.
Discuss this formula with a diagrammatic representation.
2Ps
Personalization:This is an
extremely important component of e-marketing, as it recognizes and establishes
a direct, personal relationship with a customer. This way, some vital
information about the customer is gathered which helps the company to customize
its service to that particular customer. For example, if a visitor to
Flipkart.com has been searching biographies, information on this genre will be
displayed to the user the next time. The
information on the user’s visit to the site is obtained by the logfiles.
Privacy: This
factor is closely related to
personalization, that is,
how the information about the individual
user is obtained andstored. Also, who will be able to use it and for what
purpose.
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6.Discuss the selling methods and sales promotion of
E-marketing.Explanation of Selling methods
Selling methods comprise a
body of methods used in the profession of selling, also known as personal
selling. The major techniques used for selling are as follows:
1. Virtual Sales Staff
The Virtual Sales and
Marketing Team solution immediately provides a company with a senior team of
sales and marketing professionals. It
avoids the lengthy hiring process for sales and marketing staff. The following
are different methods of carrying out virtual sales and marketing:
•
Crowdsourcing:This is a process that involves outsourcing tasks to a
distributed group of people. This process can occur both online and offline. Crowdsourcing is
different from ordinary outsourcing because a task is outsourced to an
undefined public as compared with a
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SUBJECT
CODE & NAME MK0018–
International Marketing
1.The orientation of
a company’s top
management, its beliefs
and assumptions significantly impact
its approach to
international marketing. Discuss
the concept of
Management
orientations and its effect on international marketing
Management Orientation:
EPRG Framework
The orientation
of a company’s
top management, its
beliefs and assumptions significantly
impact its approach
to international marketing. The concept
consisting of Ethnocentric,
Polycentric, Regiocentric and Geocentric is widely known as EPRG
framework, and it is discussed below.
1. Ethnocentric
A company
with ethnocentric approach deals with
the whole world, based on the home-country
perspectives. Marketing strategies
used in the domestic
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2. Explain the role of political
environment scanning in international marketing. What is political risk?
Ans- Political
Environment
While marketing
overseas, a company
has to deal
with diverse political
systems in different countries. Political upheavals, revolutions or
changes in government policies that occur regularly can have a considerable impact on international
marketing. As governments
change, opportunities for
new markets may be lost or just
as often, may be newly gained. For marketers, this
means constant adjustments
to maximise new
opportunities and to
minimise losses. Knowing the political
systems helps understand
the relationship between
the company and
the government. The
political factors affect
economic outcomes in three ways:
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3. How are the international
markets segmented on the basis of development?
Ø Classification of International markets on
the basis of Development:
International
markets have been classified into four categories on the basis of development,
namely:
a.
Industrialised or developed market economies
b. Most rapidly developing economies
c. Developing economies
d. Subsistence economies or under/least developed economies
b. Most rapidly developing economies
c. Developing economies
d. Subsistence economies or under/least developed economies
a. Industrialised/developed market economies
Industrialised/developed market economies are
those economies that give importance to research and development and allocate
their resources to the production of more sophisticated products. They would
therefore, like to import goods of simpler technology from simpler
manufacturers. These countries also have an acute shortage of labour and would
therefore, tend to import labour-
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4. Differentiate between
national and international
products, global and
standardised products with examples.
National vs. international products
A national
product is offered
to a single
market. Sometimes national products appear
when a global
company caters to
the needs and preferences of
particular country markets.
For example, Coca-Cola developed a
non-carbonated,
ginseng-flavoured beverage for
sale only in Japan
and a yellow,
carbonated flavoured drink
called “Pasturina” to compete with Peru’s favourite soft
drink, “Inca Cola.” Such examples show the reasons why national
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5. Write short notes on:
a) Containerization
b) 4 PL operators
a) Containerization
Containerisation has
revolutionised maritime business throughout the world. Cargo-carrying containers
are an integral
part of the
transport industry. Containers
facilitate both the
unitisation and carriage
of cargo through different modes of transportation.
Containerisation has ultimately provided an ideal unit load,
which meets all the logistical requirements.
It not only
eliminates conventional timeconsuming
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b) 4 PL operators
Fourth Party Logistics operators
Third Party Logistics (3PL) operators had limited success so far, and this is attributed to their
priority to manage only the logistics rather than the supply chains for
their clients (this
is mostly with
regard to shipping
companies). 3PL companies
co-ordinate with various components of
the logistics chain
such as
transport operators, shipping
lines, warehouse operators,
freight
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6.Choose a product and explain how you will prepare seven steps in a
global e-marketing plan?
If suppose we need to launch
online portal for selling readymade clothes then following steps can be
prepared.
The steps to create of a global
e-marketing plan are as follows:
1. SWOT analysis
- A company must do a SWOT analysis to determine
the strengths and
weaknesses and also
the external environment’s opportunities and threats. This
is also called situation analysis.
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