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MK0015-Services Marketing and Customer Relationship Management Spring 2015 – 16

ASSIGNMENT QUESTION PAPER

 

DRIVE SPRING 2015
PROGRAM MBADS (SEM 4/SEM 6) MBAFLEX/ MBA (SEM 4) PGDMMN (SEM 2)
SUBJECT CODE & NAME MK0015-Services Marketing and Customer Relationship Management
BK ID B 1808
CREDIT & MARKS 4 Credits, 60 marks

 

 

Q.No Questions Marks Total Marks
1 Write a short notes on :a.        Customer Life cycle

b.       Customer lifetime value

a.    Customer life cycle 5
b.   Customer lifetime value 5 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. Dill

Explanation of CIM 5 10
Explanation of Methods 5
4  What are the various types of conflicts in marketing services?
Explanation of types 10 10
5 Define e-CRM. Also explain how e-CRM can be leveraged as a source of competitive advantage.
Definition of E-CRM 3
Leveraging E-CRM 7 10
6 “Positioning a service in the marketplace is much like positioning a product”. ExplainService positioning and its purpose with the help of an example.
Explanation of service positioning 2 10
Explanation of purposes 6
Example 2

 

 

 

 

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.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

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