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ML0015 — Services Marketing and Customer Relationship Management

Master of Business Administration- MBA Semester 4
ML0015 — Services Marketing and Customer Relationship Management – 4 Credits
(Book ID: B 1328)
Assignment Set -1 (60 marks)
Note: Assignment Set -1 must be written within 6-8 pages. Answer all questions.
Q1. Discuss briefly about customer retention strategies in Customer relationship management.10 marks(350-400 words)
Answer : 1. Reducing Attrition
Virtually every business loses some customers, but few ever measure or recognise how many of their customers become inactive. Most
Q2. Explain briefly the 7P’s of marketing mix  10 marks(350-400 words)
Answer : Marketing professionals and specialist use many tactics to attract and retain their customers. These activities comprise of different concepts, the most important one being the marketing mix. There are two concepts for marketing mix: 4P and 7P. It is essential to balance the 4Ps or the 7Ps of the marketing mix. The concept of 4Ps has been long used for the product industry while the latter has emerged as a successful proposition for the services industry.
Q4. Discuss the GAP Model briefly. 10 marks(350-400 words)
Answer : The GAP model
The figure below shows the “GAP” model of service quality from Parasuraman et al. (Withal & Biter 1996). This model offers an integrated view of the consumer-company relationship. It is based on substantial research amongst a number of service providers. In common with the Gringos model it shows the perception gap (Gap 5) and outlines contributory factors. In this case expected service is a function of word of mouth communication,
Q5. Discuss about the marketing of services in Banking sector, Airline industry, Hospitality sector.10 marks(350-400 words)
Answer : Services marketing is a sub field of marketing, which can be split into the two main areas of goods marketing (which includes the marketing of fast moving consumer goods (FMCG) and durables) and services marketing. Services marketing typically refers to both business to consumer (B2C) and business to business (B2B)
Q6. Write a short notes on:
A. Pricing strategies of service.
Answer :  Skim Pricing
Skim pricing is when you set a higher price than your competitors.
In order to set pricing in this way, your customers need to perceive that your offer provides them with greater benefits than they will find elsewhere. Apple use skim pricing.
Customers perceive that Apple products are superior to the competitors, so it is therefore worth paying a premium. Whether this is objectively true or not is irrelevant – so long as the customers perceive that value, then it exists. This
B. Roles played by the customers during service delivery 5 +5 = 10 marks(200-250 words each)
Answer : The Importance of Customers in Service Delivery
Customer participation at some level is inevitable in service delivery. Services are actions or performances, typically produced and consumed simultaneously. In many situations employees, customers and even others in the service environment interact to produce the ultimate service outcome. Because the customers receiving

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