ML0015-Services Marketing and Customer Relationship Management

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ASSIGNMENT

DRIVE	FALL 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. Discuss the eight different demand situations of Service.

Answer : The task of managing markets and ensuring a good fit between supply and demand is usually very much more complex for services than for goods. Because goods manufacturers are able to separate production from consumption, they have the ability to hold stocks of goods that can be moved to even out regional imbalances in supply and demand.

Stocks can also be built up to cater for any peaks in demand, for example, umbrella manufacturers can work during the summer months making umbrellas to store to meet the sudden surge in demand each monsoon. Those umbrellas not sold in that monsoon can be sold later in the year at a lower clearance price, or put back into stock for the following year.

Many of the strategies for managing supply and

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

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 b

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.

Stimulating functional conflict is a great way to improve your team's performance and generate new ideas. It involves getting your team to either defend or criticise ideas based on relevant facts rather than on the basis of personal preference or political

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

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 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 :

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