MK0015-Services Marketing and Customer Relationship Management

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ASSIGNMENT

DRIVE	FALL  2014
PROGRAM	MBADS – (SEM 4/SEM 6) MBAN2 / MBAFLEX – (SEM 4) PGDROMN – (SEM 2)
SUBJECT CODE & NAME	MK0015-Services Marketing and Customer Relationship Management
SEMESTER	4
BK ID	B1808
CREDITS	4
MARKS	60

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.

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.

Answer : Positioning of services :

 The development of a sustainable positioning strategy for a product, service, division or company.  Each engagement utilizes the Four Forces of Positioning methodology. These projects include fresh articulation of market vision, competition analysis, market segmentation, positioning statement development, and identification of business model implications of positioning strategy.

Explanation :

Positioning strategy of services in based on following steps :

1. Determining the levels of positioning: Step one is to settle on which level needs positioning attention and focus. For e.g. Vodafone has separate

2 Elaborate GAP analysis in detail.

Answer : In information technology, gap analysis is an assessment tool to help identify differences between information systems or applications. A gap is sometimes called "the space between where we are and where we want to be."

A gap analysis helps bridge that space by highlighting which requirements are being met and which are not. The tool provides a foundation for measuring the investment of time, money and human resources that's required to achieve a particular outcome.

In software development, for instance, a gap analysis can be used to document which services and/or functions have been accidentally left out, which ones have been deliberately eliminated and which still need to be developed. In compliance, a gap analysis can be used to compare what is required by law to what is currently being done.

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

Answer : Computer-integrated manufacturing

A system in which individual engineering, production, and marketing and support functions of a manufacturing enterprise are organized into a computer-integrated system. Functional areas such as design, analysis, planning, purchasing, cost accounting, inventory control, and distribution are linked through the computer with factory floor functions such as materials handling and management, providing direct control and monitoring of all process operations.

Computer-integrated manufacturing (CIM) may be viewed as the successor technology which links computer-aided design (CAD), computer-aided manufacturing (CAM), robotics, numerically controlled machine tools (NCMT), automatic storage and retrieval systems (AS/RS), flexible manufacturing systems (FMS), and other computer-based manufacturing technology. Computer-integrated manufacturing is also known as integrated computer-aided manufacturing (ICAM). Autofacturing includes computer-integrated

4 What are the various types of conflicts in marketing services?

Answer : In the workplace, conflict is inevitable, usually occurring when one party perceives that their interests are being opposed or negatively affected by another party. Conflict can produce either a positive or negative outcome. By being able to identify potential conflict before it arises and knowing how to effectively manage it, you will be able to help your staff increase the chances of turning conflict into a positive outcome. There are two types of conflict, functional and dysfunctional.

Functional conflicts

Functional conflicts are constructive, support your company's goals, and improve performance. It generally involves people who are genuinely interested in solving a problem and are willing to listen to one another.

5 Elaborate the important steps that service providers should bear in mind while implementing one to one marketing.

Answer : Some of the important steps for implementing one-to-one marketing are as follows:

One-to-one marketing involves gearing the organization to deal with valuable customers on an individual basis. This is not unattainable, but the effort should be worth the benefits that accrue.

One-to-one or relationship marketing means being able and willing to change one’s behaviour towards individual customer based on what the customer tells the company and what else the company knows about that customer. The mechanics of one-to-one marketing are complex. It is one thing to train the sales staff to be warm and attentive, and quite another to identify, track and interact with an individual customer and then reconfigure product or service to meet that customer’s needs.

There are four important steps for implementing one-to-one marketing.

1. Identifying the customers:

6 Write short notes on:

a) E-CRM

Answer : Electronic customer relationship management (e-CRM) involves the integration of Web channels into the overall enterprise CRM strategy with the goal of driving consistency within all channels relative to sales, customer service and support (CSS) and marketing initiatives. It can support a seamless customer experience and maximize customer satisfaction, customer loyalty and revenue.

eCRM strategy components

When enterprises integrate their customer information, there are three eCRM strategy components:

1)      Operational: Because of sharing information, the processes in business should make customer’s need as first and seamlessly implement. This avoids multiple times to bother customers and redundant process.

2)      Analytical: Analysis helps company maintain a long-term relationship with customers.

3)      Collaborative: Due to improved communication technology, different departments in company implement (intraorganizational) or work with business partners (interorganizational) more efficiently by sharing information.

ECRM is being adopted by companies because it increases customer loyalty and customer retention by improving customer satisfaction, one of the objectives of eCRM. E-loyalty results in long-term profits for online retailers because they incur less

b) Customer Retention

Answer : Customer retention is on the minds of small and medium businesses across the world. With rising customer acquisition costs, businesses need to get innovative and start taking a proactive role in retaining their clients.

The consequences of customer retention also compound over time, and in sometimes unexpected ways. Even a tiny change in customer retention can cascade through a business system and multiply over time. The resulting effect on long-term profit and growth shouldn’t be underestimated.

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