Marketting
MBA Semester 4
MK0015 — Service Marketing And Customer Relationship Management
ASSIGNMENT- Set 1
Q1. Explain briefly the differences between services and tangible products
Ans:- There are several differences between services and tangible products, let us discuss some of them, which include:
– Intangibility: We studied that services are intangible and it is something that you cannot see. It is an activity that you can experience or feel after its execution. For example, a friendly treatment or service makes the guest feel special and affects their experience, during their stay in the hotel. Where as the goods are tangible.
– Mass production of services: Services cannot be produced in mass quantities and stored for consumption in the later stages. Let us take the example of a travel industry. Holidays are the peak season in the travel industry when buses, cars, aeroplanes, trains, and crew members will be utilised to the maximum. For lean months when people travel very less, the travel industry will have the same number of aeroplanes, cars, buses, trains and so on. This example exemplifies the fact that the services cannot be produced and stored for future usage unlike goods.
– Perishable nature of services: Tangible products contain expiry dates and carry labels with “’best before’ tags”. Where as, services will not have expiry dates because it is an action that is carried out and is consumed immediately or as soon as possible. Moreover, the organisation will not be able to resell or return the services when compared to the manufactured goods.
– Difficulty in standardising services: It is easy for a manufacturer of soap to produce millions of soap bars with the same size, scent and quality. The execution of services by an employee towards the client will be influenced by several factors. For example, a receiving clerk in an office will be very friendly and welcome you pleasantly in the morning, but might turn cranky by afternoon. Another example is in banks the client who is in hurry might be nasty to a bank teller, when compared to the client who has ample time to spend. Hence, we can conclude that in service marketing you cannot provide the same type of services to all your clients.
– Pricing difficulty: Marketing practitioners address major challenges like deciding and putting the price tags. Some customers have a perception that low priced service is a low quality service. There must be a good co-ordination between the price and the kind of service the company provide. For example a low budget airline might not serve snacks or drinks during the journey. But the traveller might turn unsatisfactory for an airline that charges, but does not offer free in-flight meals.
– Services cannot be patented: Owners of the newly invented tangible products protect their product’s secret ingredients and designs against their competitors by registering and obtaining patents for their products against a government agency. In case of services, the methods and models can be easily copied. To be in the market, the service oriented companies constantly find different ways by designing new service models and by copying the models of their competitors.
It is clear that the services and products are different. In the next section we will learn the meaning of service sector and how it is different from services.
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Q 2. List the unique characteristics of services.
Ans:- There are four unique characteristics for services, let us discuss them in detail, these four characteristics are:
– Intangibility: This forms the biggest constituent of service that cannot be presented in a concrete way before purchasing. As services are intangible, you cannot feel, smell, hear, see, taste, and experience the service before you purchase it.
Q 3. Describe the challenges during the transition of economics in the services growth sector.
Ans- The
Q 4. Briefly explain the 7P’s of marketing mix.
Ans:- The 7P’s of service marketing mix are:
– Product: This should provide value to
Q 5. List are the advantages of Rater model of service quality
Ans:- This model explains the main criteria, which the clients make use of to measure the service quality. Rater model was produced by Zeithami in
Q 6. Describe the various positioning strategies for services
Ans:- Various positioning strategies are:
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MBA Semester 4
MK0015 – Service Marketing And Customer Relationship Managemnet
ASSIGNMENT- Set 2
Q 1. List the importance of advertising and sales promotion.
Ans;- Positioning Through Sales Promotion and Advertising
After learning how positioning can be achieved thought distribution strategies, we shall now see how sales promotion and advertising helps to bring in positioning. Advertising helps the marketer to sell their products/services and improves the relation between wholesalers and retailers. A free trail of a service stimulates customer to buy that service. A free management advisory service builds a strong relationship with a retailer. Advertising motivates quicker and/or greater purchase of a particular service by consumers or the trade.
Adverting is a part of promotion mix. Promotion can be defined as “the co-ordination of all seller initiated efforts to set up channels of information and persuasion to facilitate the scale of a good or service. There are four basic components of promotion mix. They are:
– Advertising.
– Personal selling.
– Sales promotion.
– Publicity.
Advertising is the circulation of information about a service by non-personal means through paid media where the source is the sponsoring organisation.
Personal selling is the circulation of information about a service by non-personal methods. It can be through face-to-face meetings, meeting between audience and workers of the sponsoring organisation. Here also the source of information is the sponsoring organisation.
Sales promotion can be any programme handled by an organisation to encourage an increase in sales, usage or trial of a product or service.
Q 2. What are the various levels of customer satisfaction?
Ans:- Services are actions that are produced and consumed at the same time. The role of the customer is important in the production and delivery
Q3. Describe the importance of a plan or methodology to initiate customer responses?
Ans:- Most organisations undervalue the importance of good customer response and the harmful effects of bad customer response. Customer response is very crucial as a profitable customer response strategy is very much valuable.
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Q 4. Briefly explain the five factors that influence the level of adequate service
Ans:-
Q 5. Describe the various service quality dimensions with the help of relevant examples.
Ans:- The service quality and customer satisfaction is measured by comparing expectations and perceptions.
Q 6. List the differences between flexible services and standard services.
Ans:- Service Flexibility Versus Standards
As
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MBA Semester 4
MK0016 — Advertising Management And Sales Promotion
ASSIGNMENT- Set 1
Q 1. List the importance of advertising. How does advertising change the perception and decision of the target?
Ans:- Advertising is something which is lifeline of any successful business because without advertising only few companies can survive. The importance of advertising cannot be underestimated, given below is the list of importance of advertising for a company —
1. It helps the company in making new customers because it is only advertising which can increase the consumer base of the company.
2. It helps the firm in retaining the present customers, imagine when an advertisement of your favorite cold drink stop appearing on television, your first reaction would be is something wrong with the company and you may switch to other substitute.
3. It helps the company in selling any new product which it has discovered or made after many years of research, without advertising heavily a company cannot sell such new products because it is only through advertisement that company can tell customers what is the difference in their product from the close substitute of the product being advertised.
4. It ultimately helps the company in increasing the business of the company by increasing the sales volume of the products of the company and that is the reason even new companies do not hesitate in spending millions on advertising.
5. It can lead to change in the fortunes of the company as history reveals some companies products are not that good as compared to their competitors even then those companies have performed better purely on the basis of better advertising strategies as compared to their competitors.
6. In this globalized world it is advertising which makes possible the people of Africa to see what companies are producing in America or Asia and vice versa.
How advertising works
Since attitudes have traditionally been viewed as evaluations that are stored in memory and persist over time, the constructs of memory
.
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Q 2. List the factors that affect advertising and marketing .Describe the methods to calculate poverty line and disposable income
Ans:- 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.
Q 3. Describe the ways to catch the reader or viewer attention List the different theories of advertising.
Ans:- How to get the attention of the reader or viewer?.
Q 4. List the differences between public service advertising and financial advertising? Write notes on corporate copy and Advertorial copy
Ans:- Differences between public service advertising and financial advertising
Q 6. Explain the elements of advertising execution .Describe the various aspects of media objectives and execution
Ans:- Elements of Advertising Execution
Delivery of the selected advertising concept has two aspects, creative and media execution. If the creative execution is not right
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A Semester 4
MK0016 – Advertising Management And Sales Promotion
ASSIGNMENT- Set 2
Q 1. Describe the benefits of Direct Marketing. List all the methods and media used for it.
Ans:- Direct marketing is an interactive system of marketing which uses one or more advertising media to effect a measurable response and/or transaction at any location.
Benefits of direct marketing :
– Direct marketing allows your postcard printing pieces, for example, to generate awareness of your business among your target clients.
– Shoppers who don’t enjoy dealing with salespeople often prefer direct marketing because there is no need for face-to-face interaction.
– Direct marketing allows you to build a qualified and potential database for your business.
– It also helps you gather concrete information that can provide you evidence of the effectiveness of your marketing medium, such as your postcard printing project.
– Direct marketing allows you to develop an effective and responsive feedback system.
– It is easy to measure results because you know exactly how many people you’ve contacted in the first place. Once you’ve run a direct marketing campaign
and know the conversion rates involved, you can work on refining and improving your success rates.
– Buying direct can mean dealing strictly with the manufacturer without the intervention of a third-party retailer or distributor.
Direct Marketing Channels
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Q 2. Discuss media options .List the differences between above-the-line below-the-line media.
Ans:- Media Options
There are thousands of publications in over 17 official Indian languages, government and private television channels,
Q 3. Describe the objectives of media. Discuss the factors which are changing the media choices.
Ans:- Media objectives
The fundamental objective of media
Q 4. What do you understand by “Market Segmentation”? List the advantages of Market Segmentation
Ans:- The market for any manufactured product is generally built using several segments. A ‘market’ in any case is a collection of customers for a given product. The customers (the end users), who make up a market, are different with respect to buying manners
Q 5. Describe the Types and Nature of Markets. Explain the four broad bases for segmentation in e-marketing
Ans:- Markets can be broadly divided into three types:
Q 6. What do you understand by Search Engine Optimisation (SEO)? How does SEO work and what are the objectives of SEO?
Ans:- SEO is a
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MBA – Semester 4
MK0017 — e Marketing
ASSIGNMENT- Set 1
Q 1. What do you understand by “e- marketing”? Describe the features of e-marketing.
Ans:- e-Marketing 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-Marketing campaigns, such as e-Newsletters and e-mails. The marketing of products or services over the Internet can be called as i-marketing, web-marketing, online-marketing, search engine marketing (SEM) or e-Marketing
Similar to many other English words, the term ‘e-marketing’ was born by adding the prefix “e-” to a term already known and used that is “marketing”. The prefix “e-” is the short form of “electronic” and is quite omnipresent in today’s language of many people: “e-marketing”, “e-business”, “e-mail”, “e-learning”, and “e-commerce”.
Specialists of CISCO Company have defined e-marketing as: “a generic term utilised for a wide range of activities — advertising, customer communications, branding, and fidelity programs etc. — using the internet.”
In a scientific approach, we could define e-marketing as allowing relational exchanges in digital, networked and interactive environments (acronym: DNI environments).
Features of e-Marketing
“Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements profitably”.
The focus of the above definition is on the customers and marketing with them. According to Smith and Chaffey (2001) Internet technology can be achieved by:
Identifying — The Internet must be used to know the needs and wants of the customers.
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Q 2. Describe the principles in e — marketing. .Explain e-Business Models
Ans;- Five important e-marketing principles:
Q 3. Describe 4 P’s in e-Marketing Mix. Discuss the Product Mix Strategies adopted by the companies
Ans;- Marketing is a very important aspect
Q 4. List the stages involved in implementing an e- marketing plan and Strategy. What do you understand by Marketing Performance Measurement and Management (MPM)?
Ans;-
Q 5. Discuss the various types of Data used in e-Marketing. Explain the different classes of tasks that are included in data mining
Ans;- Types of Data in e-Marketing
Q 6. What do you understand by “e-Mail marketing”? List the features of e-Mail Marketing.
Ans;- e-Mail marketing is
Opt-Out Logging
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–
MBA Semester 4
MK0017 — e marketing
ASSIGNMENT- Set 2
Q 1. Discuss the scope of e-marketing in B2B markets, its benefits and drawbacks. List the differences between B2B and B2C markets.
Ans;- Scope of e-marketing in B2B markets, its benefits and drawbacks:
Before setting out to develop a B2B website, you must consider a number of issues upfront. This is because the B2B website generally supports a number of key roles in your organisation. Following are a few things you could do:
– Provide more search engine visibility to B2B customers and prospects searching for products and services you can offer.
– Deliver custom information to prospects on products and services.
– Provide online product or service demonstrations.
– Provide instances of your success story on product and service solutions delivered to similar customers.
– Be proactive and engage B2B customers informing them of new products and services that you offer.
– Implement internet lead generation strategies to provide a steady stream of leads and prospects to the sales channel.
– Implement web analytics to provide the sales team, history of identified web visitors for review and opportunity analysis.
– Provide a blog environment for continuing support and interaction with customers.
– Use marketing tactics such as sign-up incentives, talk-to-an-expert chat options, data-driven dynamic offers, online product demos, blogs, information libraries and online newsletters to gather user information.
– Use search engine optimisation, prospect alerts and a web-database to ensure that your B2B website becomes an essential business internet lead generator.
–
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Q 2. Write a note on General Characteristics of Customers in e-Marketing.
Ans;- While creating a marketing mix,
Q 3. Explain the most important and frequently used methods of obtaining customer response.
Ans:- Customer responses towards
.
Q 4. What do you understand by “Market Segmentation”? List the advantages of Market Segmentation
Ans;- The market for any
Q 5. Describe the Types and Nature of Markets. Explain the four broad bases for segmentation in e-marketing
Ans;- Ans:- Markets can be broadly
Q 6. What do you understand by Search Engine Optimisation (SEO)? How does SEO work and what are the objectives of SEO?
Ans;- SEO is a set of procedures that help to ensure that the search engines treat the website as
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MBA Semester 4
MK0018 — International Marketing
ASSIGNMENT- Set 1
Q 1. What are the differences between International Marketing and Domestic Marketing?List the principles of international Marketing
Ans:- International Marketing vs. Domestic Marketing
The striking difference between international and domestic marketing lies in the environment in which the two take place. The important points of differences between international and domestic marketing are:
1. Sovereign Political Entities: Each country is a sovereign political entity and, therefore, they for importing and exporting the goods and services in order to safeguard their national interest impose several restrictions. The traders in international marketing have to observe such restrictions. These restrictions may fall in any of the following categories.
i) Tariffs and customs duties on import and export of goods and services in order to make them costly in the importing country and not to ban their entry into the country completely. In the post war period, through the efforts of General Agreement on Tariffs and Trade (GATT) there has been a significant reduction in tariff globally and on regional basis due to the emergence of regional economic groupings.
ii) Quantitative restrictions are also imposed with an intention to restrict trade in some specific commodities. The major objective behind the restriction is the protection of home industries from the competition of the foreign commodities.
iii) Exchange control is another restriction imposed by almost every sovereign state. The Government, in some cases, does not ban the entry of goods in the country but the importer is not allowed the necessary foreign exchange to make the payment for the goods imported. But, in some cases, exchange control and quantitative controls are put together along with the grant of import licence.
iv) Imposition of more local taxes on imported goods with an object to make the imported goods costly is one of the restrictions in international marketing.
2. Different Legal Systems: Different countries operate different legal systems and they all differ from each other. In most of the countries follow English Common Law as modified from time to time. Japan and Latin American countries are important exceptions to this rule. The existence of different legal systems makes the task of businessmen more difficult as they are not sure as to which particular system will apply to their transactions. This difficulty does not arise in the domestic trade, as laws are the same for the whole country.
3. Different Monetary Systems: Each country has its own monetary system and the exchange rates for each country’s currency are fixed under the rules framed by the International Monetary Fund and, therefore, they are more or less fixed. However, in recent years the exchange rates are fluctuating and are being determined by demand and supply forces. Some countries operate multiple rates; i.e. different rates are applicable to different transactions.
4. Lower Mobility Factors of Production: Mobility of different factors of production is less as between nations than in the country, itself. However, with the advent of air transport, the mobility of labour has increased manifold. Similarly, the development of international banking has increased the mobility of capital and labour. In spite of these developments, the mobility of labour and capital is not as much as it is within the country itself.
5. Differences in Market Characteristics: Market characteristics in each segment are different, i.e. demand pattern, channels of distribution, methods of promotion etc. are quite different from market to market. If we take each country a separate market, we can assume different market characteristics there. These differences are accentuated due to the existence of government controls and regulations. However, this is a difference of degree only. Even in one single country, for example, India and America, these differences in market patterns may be found from state to state.
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Q 2. Explain the important elements of culture. Differentiate between market allocation system and command allocation system.
Ans:- Elements of culture
Q 3. Define the term Trade Barrier. List the important differences between Tariff barrier and protective barrier .
Ans:- Trade barriers are any of a number of government-placed restrictions on trade between nations. The most common sorts of trade barriers are things like subsidies, tariffs, quotas, duties,
Q 4. Discuss the various entry options available to a business .Explain the basic strategic decisions that a firm will adopt for foreign expansion.
Ans:- Various entry options available to a business are:
– Joint ventures
– Strategic Alliances
Q 5. Define the process of international market segmentation. Discuss some widely used bases of segmentation.
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Ans : Market segmentation is the process of subdividing a market into distinct subsets of customers that behave in the same way or have similar needs
Q 6. Explain the significance of price factors in determining international market prices. Briefly describe the non price factors
Ans:-
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MBA Semester 4
MK0018 — International Marketing
ASSIGNMENT- Set 2
Q 1. Describe the process of communication.
Ans:- The purpose of promotion is to communicate with buyers and also to influence them. To communicate effectively with someone means that certain facts and information are shared in common with that person. Communication is basically a five-stage process consisting of source, coding, information, decoding and destination. Figure 9.1 depicts the communication process.
Encoding is a step that transforms the idea or information into a form that can be transmitted (written or spoken verbs). For a receiver, to understand the coded information, that person must be able to decode these words. The source can encode and the receiver can decode only through experience.
The two large circles represent the field of experience of each party. If the two circles have common area, communication is relatively easy because both individuals have similar psychological and social attributes. Communication is more difficult if the overlapping area is smaller. Such is often the case with international communication. If the circles do not meet the communication is likely impossible i.e. the sender and the receiver have nothing in common and they, therefore, have an extremely difficult time understanding each other. Moreover, “noise” can easily be affected by any one of the following stages, making the effect on the communication difficult to predict. Thus, the sender must be receiver oriented. The message must consist of information that the receiver can relate to and the information must be encoded with the re
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levant images and words common to receiver’s experience and language.
Figure 9.1: The Process of Communication
Q2. Explain the differences between export pricing and export costing. Write a note on major issues related to exports
Ans:- Differences between export pricing and export costing
Export pricing should be differentiated from export costing. Price is what we offer to the customer. Cost is the price that we pay/incur for the product. Price includes our profit margin; cost includes only expenses we have incurred.
Q 3. Mention the significance of export Documentation. List the documents required for processing the shipping bill
Ans:- In International trade, export documentation facilitates the flow of goods and payments across national boundaries.
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Q 4. Discuss the importance of Special Economic Zones (SEZS). List the benefits they provide to international traders and marketers.
Ans:- A Special Economic Zone (SEZ) is a
Q 5. List the differences between futures and forwards Markets. Explain the problems in forecasting Foreign Exchange Rates.
Ans:
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– Differences between Futures and Forwards Markets
Although futures are similar to forward contracts, they allow market participants to fix their forward liability by locking into a future exchange rate,
Q 6. Discuss the ethical issues involved in international marketing. Briefly explain the basic types of arbitration.
Ans:- Major International Marketing Ethical Problems derived from applied researches by Armstrong are presented with their short definitions as follows:
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