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.
