PROGRAM - MBA
SUBJECT CODE & NAME - ML0015-Services Marketing
and Customer Relationship Management
1. Discuss the eight different
demand situations of Service.
Eight different demand situations
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 grounds that this will reinforce the negative
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2. Elaborate GAP analysis in
detail.
Explanation of GAP Model
Zeithaml, Berry and Parasuraman
came up with four such gaps that occur during service processing
within the
organization. They all lead to the most severe gap, that is, the gap between
what the customers expected out of a service and what, according to the
customers’ perceptions, was eventually delivered. Later market analysts modified
this gap model and added three more gaps that can possibly occur
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3. “Interaction plays a lead role in building customer relationships”.
Explain CIM in this context.
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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4. What are the various types of
conflicts in marketing services?
Front-line
employees generally face interpersonal and inter-organizational conflicts in
their line of work. Their feelings of aggravation and harassment, if left unattended,
lead to stress and dissatisfaction with work. It may also negatively affect
their ability to serve customers. Since they represent the organization to the
client and a lot of times need to take care of multiple clients simultaneously,
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5. Elaborate the important steps
that service providers should bear in mind while implementing one to one
marketing.
There are four important
steps that service providers should bear in mind while implementing one-to-one
marketing.
They are as follows:
•Identifying
customers: A fair number of customers must be identified by an organization as
target customers. It is equally crucial to understand them and their needs in
as much detail as possible. The portfolio should ideally contain more than the
name and address, it must also include information regarding their
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6. “Positioning a service in the
marketplace is much like positioning a product”. Explain Service positioning and its purpose
with the help of an example.
Explanation of service positioning
Positioning
a service in the marketplace is much like positioning a product. The market for
a product or service needs to be segmented so that the marketing activities can
be designed accordingly. To position a service successfully, the service
provider should first look for an answer to the following question—why would
the customer prefer our service to that of competition? If the service provider
is unable to answer this question in a clear and definite manner, then
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PROGRAM - MBA
SUBJECT CODE & NAME - ML0016- Advertising Management and Sales
Promotion
1. Explain the different types of Advertising copy.
Definition of Advertising copy
Advertising
copy is the text of a print, radio, television ad (or ad in any other
medium) that aims
at catching and
holding the interest
of the prospective buyer, and eventually
persuading him/her to make a
purchase – all within a short time.
The “headline” is considered to be the most important part
of a print copy that
is supposed to
convey the main
message in an ad and hopefully, sell
the product to
the reader even
if he/she
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2. Discuss the DAGMAR approach in setting objectives and measuring
effectiveness of advertising.
The DAGMAR Approach to Setting Objectives and Measuring Advertising
Effectiveness
Defining
Advertising Goals for Measured Advertising Results (DAGMAR) is a model devised
by Russell H. Colley in 1961 in which advertising objectives can be set in a
way that the results of an ad campaign can be measured and quantitatively monitored.
The key premise
of the report
is that advertising’s prime job
is to communicate to a specific target audience and bring them to a state that
stimulates action. Hence, communication-related objectives are the valid basis
for setting advertising goals. It is against these objectives that the
effectiveness of
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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.”
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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
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5. Describe the AIDA model of consumer response hierarchy with the help
of diagram.
It states
that a consumer
passes successively through the following four stages of response:
1. Awareness – In this initial stage, most of
the target audience is unaware of
the product or
brand and hence
the communicator’s objective
is to build awareness,
maybe just name
recognition of the
product with simple messages, repeating the brand name or giving basic information
about the
product. In a
relatively new product
category, this function assumes the
maximum importance. For
example, the objective
of Hutch’s takeover and
change of
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6. Describe some of the strategies for effective marketing and
advertising in rural market.
Literacy is still poor in
rural areas and no complicated selling message or print media
can be tried.
Advertising must use very
basic means such as wall painting and hoardings with
visually powerful images. Although
satellite technology has taken
television to the
remotest corners of
the country,
household
ownership of it is still low. Therefore,
exposure is often through community
televisions, which means
image building through
sustainedcampaigns may not
be
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PROGRAM - MBA
SUBJECT CODE & NAME - ML0017-Mall Management
1. Explain Retail Trade Area and
the different models related to it.
Retail Trade Area
Retailers estimate the
demand for a new location by defining its trade area and then estimating how many
people within the trade area will spend. This estimation of where the customers
will shop is of critical importance to retailers. Researchers have developed
many models for defining the size of the trade area. We will discuss the
following models:
•Reilly’s law
•Huff’s gravity model
These
models are called gravity models since they look at retail customers and where
they will be pulled by the gravity of retail centres. They depend on
assumptions and data that do not fit practical, real-world scenarios but at the
same time use characteristics that are important in understanding and
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2. Elaborate the characteristics
of International Standards of Shopping Malls.
Characteristics of International Standards of Shopping Malls
Let’s take a closer
look at some international blueprints available to us and endeavor to closely
outline best practices in designing various retail formats. We’ll also look at
some of the common characteristics that are embedded in the design and analyse
how these best practices fit in into the strategy and positioning of the
shopping malls. So, what is the strategy employed for designing these malls
based on the positioning and objectives defined? They are:
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3. “Tenant Management in malls is
a very critical matter”. Elaborate
The Role of Tenant Mix in Tenant
Management
Tenant management in
malls is a very critical matter. The process starts with the market research
done for the catchment and thereby identifying the retail trade that would be
needed for the catchment. The next step would be to identify the brands within
these categories that fulfill the need of the costumer best. Finally, after
finding suitable tenants for the property, it leads to formalizing the lease
deal and completing all the related legal and non-legal formalities. The tenant
management plan oversees tenant relations and facilitates tools to govern the
whole process.
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4. Explain the use of In-Mall Ads
to develop Experiential Marketing.
Use of In-Mall Ads to Develop Experiential Marketing
For beginning to use
in-mall media for developing appropriate marketing experiences, marketers must
concentrate on how to improve the shoppers’ mall experience. Forrester proposes
getting started with this by:
•Considering target
customers in mall behaviours: More than investigating the demographics of mall
shoppers, marketers should also focus on the attitudes and behaviours of mall
shoppers to make out the mall ad set-up and message that will best fit – and
give value – to their target customers. Generating personas—human
representations of customer categories and carrying out ethnographic studies in
malls, can help advertisers settle on the correct equilibrium of big ads that
distract consumer focus with
more restrained
marketing programmes planned to achieve their existing shopping goals easily.
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5. “Shopping malls and complexes
are places where people gather in great numbers and the occurrence of a
disaster can result in heavy casualties”. Elaborate.
Emergency Management
Shopping malls and
complexes are places where people gather in great numbers and the occurrence of
a disaster can result in heavy casualties. Thus, mall safety is of key
importance. Certain safety tips that can be very useful are as follows:
1.
Elevator problems commonly lead to mishaps in malls. It is the duty of the mall
management to make arrangements for safety alarms in the lifts, for timely help
to be available in the case of technical
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6. Write short notes on:
a) Cooperative Advertising
b) Resource Based Analysis
a) Cooperative Advertising
Cooperative advertising
means shared advertising. An external source such as a manufacturer or
wholesaler pays majority of the advertising cost, which is of significant
advantage for the retailer.
In this
respect, brand promotion is essential. If a brand gets consumer appeal,
cooperative advertising is a suitable investment. Cooperative advertising is
the means of stretching one’s advertising money. With the help of pooling one’s
resources, it is possible to buy significantly more space and time in the
chosen advertising medium. Commonly, a retailer uses cooperative advertising
for increasing the frequency and size of advertising during a busy season or
the course of a promotion. The manufacturer provides the
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b) Resource Based Analysis
Another type of
internal analysis is based on resources and capabilities of the organization
and their impact and key indicators. This analysis gives an in-depth
understanding of the business and is divided into resource areas which could be
tangible or intangible depending on economic, technological, political/legal,
sociocultural and future factors. The following are the details of the types of
resources.
Resources:The objective
is to identify company resources which fall in the categories of tangible,
intangible and human resources.
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PROGRAM - MBA
SUBJECT CODE & NAME - ML0018-Project Management in
Retail
1. Describe the various Project
Management Tools.
Project Management Tools
A tool is any item that
can be used to achieve an objective. Project management involves tools that we
shall discuss subsequently:
Gantt Chart
Gantt Charts (also
known as Gantt Diagrams) are useful tools for analysing and planning more
complex projects. They:
•Assist you in planning
out the tasks that need to be completed.
•Provide you with a
basis as to when these tasks are scheduled to be carried out.
•Help you to plan the
allocation of resources required to complete the project.
•Help you to figure out
the critical path for a project where you must complete it by a specific
timeline.
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2. Explain the Retail Project
Formulation for Franchise Business
Retail Project Formulation for Franchise Business
Franchise business
model has gained huge popularity in the retail industry. From food to apparels
to electronics and in every other retail sphere franchising has been a proven
way to realize an entrepreneurial dream. Fast food industry is topping the list
in the franchise industry. This section will provide basic understanding of the
franchise business and the evaluation process before investing in a retail
franchise business.
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3. Explain Project Risk and its
types
Project Risk
An
ill-conceived, ill-planned project is destined to fail. Due diligence at every
stage of planning, starting from idea generation to preparation of the detailed
project report, is utmost important from the risk management perspective.
Strategic fit of the project, balanced allocation of limited capital,
financing-mix, project design and plan for execution are very important aspects
of project planning related risk. Some basic questions are addressed for
understanding the risk involved in the project plan. Such as; what can go wrong
and why things would go wrong? What is the likelihood of things not happening
as planned? What can be the damage? How can we reduce such risk? What are the
contingency plans in
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4. Describe different activities
related to the Retail Project Execution.
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.
1. Key Characteristics of Retail
Project Execution
Retail project
execution is different from routine operations. Important characteristics of
retail project execution are listed as follows:
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5. Briefly explain Retail Project
life cycle stages.
Retail Project Life Cycle
Retail projects have
their life cycle which can be viewed at five stages:
·
Completion stage
·
Execution stage
·
Planning stage
·
Analysis stage
·
Concept
Stage
1. Concept Stage
The first stage in
retail project management is the concept stage, which includes two activities:
(i) idea generation and (ii) screening of retail project ideas.
(i) Idea generation
(ii) Screening of retail project ideas
2. Analysis Stage
After a
retail project proposal is conceptually cleared, it enters into the analysis
stage. Several types of analysis are done with two-fold objectives. One
objective is the risk assessment via improving the
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6. Write short notes on:
a) Maximin Decision Rule(Pay off model)
b) ISO 9000
a) Maximin Decision Rule(Pay off model)
The pay-off model is
also called as ‘maximin model’ because that is the decision rule applied here.
The rule is applied in two stages:
Take
the minimum NPV offered by each investment's strategy (horizontal reading)
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b) ISO 9000
ISO 9000
is a series of international quality standards that have been developed by the
International Organization for Standardization. More than 100 countries now
recognize the 9000 series. The idea behind the standards is defects can be
prevented through the planning and application of the best practices at every
stage of business – from design through manufacturing and then installation and
servicing. These standards focus on identifying criteria by which any
organization, regardless of whether
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