MK0015 Services Marketing and Customer Relationship Management

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PROGRAM

Master of Business Administration – MBA

SEMESTER

IV

SUBJECT CODE & NAME

MK0015 Services Marketing and Customer Relationship Management

Qus:1 Define Services. Explain various characteristics of Services.

Define of Services                                                                 3

Elaborate the characteristics of Services                           7

Answer: A service is an intangible activity offered by one person/party to another as a result of which the receiving

Qus:2 What are the criteria on which grouping of customers are done in market segmentation?

Explain the criteria on which grouping of customers are done in market segmentation 10

Answer: Consumers have started showing highly differential needs. Therefore, a single, undifferentiated approach can no longer strategy relevant to the group has to be framed to ensure

Qus:3 Write short notes on:

a. Frontal Attack

b. Flanking Attack

c. Bypass Attack

d. Guerrilla Attack

Frontal Attack                       2.5

Flanking Attack                    2.5

Bypass Attack                       2.5

Guerrilla Attack                   2.5

Answer: Frontal attack

This involves the challenger taking on the defender head on. The challenger attacks the main market of the market leader by launching a product with a similar or superior marketing mix. The market leader gets most of its revenues and profits from this market segment. If the

Qus:4 What are the various alternative strategies used in Marketing Services?

Explain the various alternative strategies used in Marketing Services                        10

Answer: An organization’s strategies towards developing and maintaining sustainable relationships differ from one organization to another depending on certain factors. These include nature of business, its size, its market share, nature of business, among many other things.  The responsive and learning nature of a service organization must build confidence in the

Qus:5 What do you mean by Customer Relationship Management (CRM)? What are the four important steps that service providers should bear in mind while implementing one-to-one marketing?

Explain Customer Relationship Management                               4

Explain important steps that service providers should bear in mind while implementing one-to-one marketing                                    6

Answer: Customer relationship management (CRM) has to be focused on aligning the business processes with customer strategies employed by the firm. Customer relationship management

Qus:6 What are the basic requirements for CRM implementation in an organization?

Explain the basic requirements for CRM implementation in an Organization             10

Answer: The basic requirements for CRM implementation in any organization are as

follows:

1.     Customer-centric approach: A customer-centric approach will take care of a customer’s experience by continuously monitoring his feelings and reactions to various encounters with the organization. There should be very high appreciation of a customer’s feedback and his reaction and

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