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ML0015-Services Marketing and Customer Relationship

 

ASSIGNMENT

DRIVE FALL 2014
PROGRAM MBADS (SEM 4/SEM 6)

MBAFLEX/ MBA (SEM 4) PGDROMN (SEM 2)

SUBJECT CODE &

NAME

ML0015-Services Marketing and Customer Relationship

Management

BK ID B 1808
CREDIT &  MARKS 4 Credits, 60 marks

 

Note — Answer all questions. Kindly note that answers for 10 marks questions should be approximately of 400 words. Each question is followed by evaluation scheme.

 

Q.No

Questions

Marks Total Marks

1

“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

Explanation of purposes

Example

2

6

2

10

2

Elaborate GAP analysis in detail.
  Explanation of GAP Model. 10 10

3

“Interaction plays a lead role in building customer relationships”. Explain CIM in

this context.

  Explanation of CIM Explanation of Methods 5

5

10

4

What are the various types of conflicts in marketing services?
  Explanation  of types 10 10

5

Elaborate the important steps that service providers should bear in mind while

implementing one to one marketing.

  Explanation 10 10

6

Write short notes on:

a) E-CRM

b) Customer Retention

  a) Meaning, opportunities and benefits b) Meaning and Strategies 5

5

10

 

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