ML0015 - Services Marketing and Customer Relationship Management

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ASSIGNMENT

DRIVE	SUMMER 2015
PROGRAM	MBADS – (SEM 4/SEM 6) MBAN2 / MBAFLEX – (SEM 4) PGDROMN – (SEM 2)
SUBJECT CODE & NAME	ML0015-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 Write a short notes on :

a. Customer Life cycle

Answer : In customer relationship management (CRM), customer life cycle is a term used to describe the progression of steps a customer goes through when considering, purchasing, using, and maintaining loyalty to a product or service. Marketing analysts Jim Sterne and Matt Cutler have developed a matrix

b. Customer lifetime value

Answer : CLV (Customer Lifetime Value) is a prediction of all the value a business will derive from their entire relationship with a customer. Because we don't know how long each relationship will be, we make a good estimate and state CLV as a periodic value — that is, we usually say “this customer's 12-month (or 24-month, etc)

Q.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."

Q.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.

Q.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

5. Define e-CRM. Also explain how 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).

Q.6  “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

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