smu assignment spring 2016

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ASSIGNMENT
DRIVE SPRING 2016
PROGRAM Master of Business Administration- MBA
SEMESTER 4
SUBJECT CODE &
NAME
MK0015 –Services Marketing and Customer Relationship
Management
BK ID B1808
CREDITS &
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 Discuss the issues that need to be addressed by a firm before it sets out targeting goals.
Targeting goals 10 10
2 List & classify the 7P’s of marketing.
7P’s of marketing 10 10
3 Describe the Howard Sheth model of customer Behaviour.
Howard Sheth model 10 10
4 What are the uses of IT in the Education & Banking sector?
Uses of IT in the Education sector
Uses of IT in the Banking sector
5
5
10
5 Describe the nature of service marketing.
nature of service marketing 10 10
6 Write short notes on:
a) e-CRM
b) Customer Life Cycle
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a) e-CRM
b) Customer Life Cycle
5
5
10
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