MK0015 - Services Marketing and Customer Relationship Management

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ASSIGNMENT

DRIVE	SUMMER 2017
PROGRAM	Master of Business Administration – MBA
SEMESTER	IV
SUBJECT CODE & NAME	MK0015 - Services Marketing and Customer Relationship Management
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.

Question. 1. Write Short Notes on 7Ps of service marketing mix and Characteristics of service.

Answer: The service marketing mix is also known as an extended marketing mix and is an integral part of a service blueprint design. The service marketing mix consists of 7 P’s as compared to the 4 P’s of a product marketing mix. Simply said, the service marketing mix assumes the service as a product itself. However it adds 3 more P’s which are required for optimum service delivery.

The product marketing mix consists of the 4 P’s

Question. 2. Write short notes on:

a. Frontal Attack

Answer: The Frontal Attack is the marketing strategy adopted by the challenger firm and is intended to have a head on attack on the competitor by matching him in all the aspects Viz, product, price, place, promotion.

It is assumed that in order to have an effective frontal attack the challenger must have three times more Fire Power than the

b. Flanking Attack

Answer: The Flank attack is the marketing strategy adopted by the challenger firm and is intended to attack the weak points or blind spots of the competitor, especially a leader.

A flank attack strategy is based on the assumption, that a large firm, may have several product lines and a wide range of services, but may not be

c. Bypass Attack

Answer: The Bypass Attack is the most indirect marketing strategy adopted by the challenging firm with a view to surpassing the competitor by attacking its easier markets. The purpose of this strategy is to broaden the firm’s resources by capturing the market share of the competing firm.

The firm can adopt any of the three approaches before launching the bypass attack; they can either diversify into the unrelated products,

d. Guerrilla Attack

Answer: A Guerrilla warfare is the marketing strategy adopted by the challenger firm intended to launch the intermittent attacks with an intention to harass or demoralize the competitor. This strategy is more a preparation for the war than an actual war.

Guerrilla warfare: A guerrilla warfare can be expensive, but however, is less than the frontal, flank and encirclement attack. Following are some of the strategies that firms adopt to win over the competitor:

·      Make use of publicity, get the media to talk about your firm. Publicity is more powerful than the advertising because, in the latter media form, it is well known that the message is very well under the control of a firm

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Question. 3. Explain Customer Relationship Management (CRM). What are the various types of CRM?

Answer: CRM (Customer Relationship Management), as the term, defines itself that managing relationship between customers and an enterprise.

This approach, practice or exercise involve

Question. 4. What are the various opportunities and benefits of e-CRM? What are the various ways in which e-CRM can be leveraged as a source of competitive advantage?

Answer: The eCRM or electronic customer relationship management encompasses all the CRM functions with the use of the net environment i.e., intranet, extranet and internet. Electronic CRM concerns all forms of managing relationships with customers making use of information technology (IT). eCRM is enterprises using IT to integrate internal organization resources and external "marketing" strategies to understand and fulfill their customers needs. Comparing with traditional CRM, the integrated information for eCRM

Question. 5. What do you mean by Customer Life Cycle? What are the various challenges faced by an organisation in implementing CRM?

Answer: Customer relationship management (CRM) is a term that refers to practices, strategies and technologies that companies use to manage and analyze customer interactions and data throughout the customer lifecycle, with the goal of improving business relationships with customers, assisting in customer retention and driving sales growth. CRM systems are designed to compile information on customers across different channels -- or points of

Question. 6. What are the various steps that should be taken to avoid the challenges and pitfalls in e-CRM?

Answer: While CRM systems have been around for a long time now, choosing the right CRM platform--as well as implementing it--can still be tricky. Choose the wrong system or make a mistake in how you deploy it and you could wind up worse off than when you started.

Dear students get fully solved assignments

Send your semester & Specialization name to our mail id :

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or

Call us at : 08263069601

(Prefer mailing. Call in emergency )