MK0015 – Service Marketing & Customer Relationship Management

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Master of Business Administration- MBA Semester 4

ML0015 – Service Marketing & Customer Relationship Management – 4 Credits

(Book ID: B1328)

Assignment Set - 1 (60 Marks)

Note: Answer all questions (with 350 to 400 words each) must be written within 6-8 pages. Each Question carries 10 marks 6 X 10=60

Q1.Explain the types of new service developments and its stages

Answer : Types of New Service Development and its stages

Products that are not developed within a framework are less likely to succeed when compared to those developed and implemented within a structured planning framework. The new service development system must have four basic characteristics because of the intangible nature of service. The four basic characteristics are: .

Q2. Explain the concept of lack of inventory capability in managing supply and demand in service

Answer : Inventory management is influenced by the nature of demand, including whether demand is derived or independent. A derived demand arises from the production of another product. Flow management software has evolved from Materials Requirements Planning (or MRP) in the 1960s to the much more

Q3. What is the integrated marketing process model? Explain in brief

Answer :  Integrated Marketing Communications is a simple concept. It ensures that all forms of communications and messages are carefully linked together.

At its most basic level, Integrated Marketing Communications, or IMC, as we'll call it, means integrating all the

Q4. Define service sector in India and classify the major service sectors.

Answer : Service Sector in India today accounts for more than half of India's GDP. According to data for the financial year 2006-2007, the share of services, industry, and agriculture in India's GDP is 55.1 per cent, 26.4 per cent, and 18.5 per cent respectively.

Services or the "tertiary sector" of the economy covers a wide gamut of activities like trading, banking & finance, infotainment, real estate, transportation, security, management & technical consultancy among

Q5. Mention the technical options in the service marketing.

Answer : Services marketing are 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) services, and includes marketing of services like telecommunications services, financial services, all types of hospitality services, car rental services, air travel, health care services

Q6. What are the key benefits of CRM? What are the main difficulties involved in CRM?

Answer : The key objective of customer relationship management is to use an integrated CRM system to streamline business processes and increase sales. This leads to more satisfied customers, increased customer loyalty and maximized revenue. CRM provides companies with a genuine competitive advantage and

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