MK0015 –Services Marketing and Customer Relationship Management

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DRIVE SUMMER 2016

PROGRAM Master of Business Administration- MBA

SEMESTER 4

SUBJECT CODE &

NAME

MK0015 –Services Marketing and Customer Relationship

Management

1 Discuss the issues that need to be addressed by a firm before it sets out targeting goals.

Targeting goals

Answer: Customers form the most integral part of service production as well as marketing. The service process is begun by identifying and then targeting the right customers. It is important for every firm to specify the target group before launching a service product. A huge marketplace holds

2 Briefly discuss Service Marketing Mix with suitable examples.

Service Marketing Mix

Answer: Marketing mix conveys the positioning of a service or a product. In cases of services all the 4Ps are very flexible, i.e., many number of combinations of the 4Ps are possible to arrive at a marketing mix. But the segmentation criteria have to be very well defined and the positioning has to be very sharp, because a customer is impacted instantly and very perceptibly as

3 Describe the Howard Sheth model of customer Behaviour.

Howard Sheth model

Answer: Making a service purchase decision is seldom a solitary enterprise, that is to say, many people are involved in the decision-making process. For this purpose, key players need to be identified so that a specific service format can be developed. Additionally, it is task of service managers to see to it that some degree of equilibrium is maintained between people’s needs and

4 Briefly discuss impact & importance of IT for Education & Banking sector?

IT in the Education sector

IT in the Banking sector

Answer: Education

Information technology has the potential to enhance and complement traditional teaching methods by providing additional tools to a teacher to display and explain ideas to their students and providing students with innovative but practical learning tools to help study. For a teacher the presentation of study material can be enhanced through multimedia presentations where

5 Describe the nature of service marketing.

Nature of service marketing

Answer: Service marketing is marketing based on relationship and value. It may be used to market a service or a product that is defined under service activities discussed earlier. Marketing a service-based business is different from marketing a goods based business. For one, it is not easy to put a price to the service. Also, service firms are organized in a different manner in terms of structure. Determining costs becomes even more difficult in the non-profit sector wherein

6 Write short notes on:

a) e-CRM

b) Customer Life Cycle

Answer: a) The basic idea of e-CRM comes from e-commerce. Essentially, e-CRM differs from CRM in terms of the technology and the syntactical nature of interface with customers. Typically an e-CRM would provide customers with a self-service browser based window on which they may have greater autonomy to surf different schemes and offers. Additionally, an e-CRM will

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