smu mba semester 4 assignments

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ASSIGNMENT
DRIVE SPRING 2014
PROGRAM MBADS (SEM 4/SEM 6)
MBAFLEX/ MBAN2 (SEM 4)
PGDMMN (SEM 2)
SUBJECT CODE &
NAME
MK0015-Services Marketing and Customer Relationship
Management
BK ID B 1808
CREDIT & MARKS 4 Credits, 60 marks
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.
Q.No Questions Marks Total Marks
1 “Positioning a service in the marketplace is much like positioning a product”.
Explain Service positioning and its purpose with the help of an example.
Explanation of service positioning
Explanation of purposes
Example
2
6
2
10
2 Elaborate GAP analysis in detail.
Explanation of GAP Model. 10 10
3 “Interaction plays a lead role in building customer relationships”. Explain CIM in
this context.
Explanation of CIM
Explanation of Methods
5
5
10
4 What are the various types of conflicts in marketing services?
Explanation of types 10 10
5 Elaborate the important steps that service providers should bear in mind while
implementing one to one marketing.
Explanation 10 10
6 Write short notes on:
a) E-CRM
b) Customer Retention
a) Meaning, opportunities and benefits
b) Meaning and Strategies
5
5
10
Note – Answer all questions. Kindly note that answers for 10 marks questions should be

2. Get Answers on www.smuHelp.comGetAnswersonwww.smuHelp.com
approximately of 400 words. Each question is followed by evaluation scheme.