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ASSIGNMENT
DRIVE SUMMER 2014
PROGRAM MBADS (SEM 4/SEM 6)
MBAFLEX/ MBA (SEM 4)
PGDMMN (SEM 2)
SUBJECT CODE & NAME MK0015- SERVICES MARKETING & CUSTOMER
RELATIONSHIP MANAGEMENT
BK ID B1808
CREDIT & MARKS 4 Credits, 60 marks
Q.No Questions Marks Total Marks
1 Given your understanding of market identification, elaborate on how, in terms of market
share, a firm is expected to play certain roles.
Explanation about market identification
3
Explanation about each role 7 10
2
Discuss the purchase process of a service customer.
Definition of consumer behaviour and service 3
Purchase process of a service customer 7 10
3
“Interaction plays a lead role in building customer relationships”. Explain Customer
Information Management (CIM) in this context.
Definition of CIM 2
Explanation about CIM 8 10
4
Explain gap analysis in detail.
Explanation about gap analysis 2
Explanation about each gaps 8 10
5
Explain the benefits and opportunities of an effective e-CRM.
Definition of e-CRM 2
Opportunities and benefits of e-CRM 8 10
6
Discuss different customer retention strategies.
Definition of customer retention 2
Retention strategies 8 10
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.
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