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1. Fall-2016
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Master of Business Administration- MBA Semester 4
MK0015-Services Marketing and Customer Relationship Management
(Book ID: B1808)
Assignment (60 Marks)
Note: Answer all questions must be written within 300 to 400 words each. Each Question carries 10
marks 6 X 10=60.
Q1. Discuss the issues that need to be addressed by a firm before it sets out targeting goals.
Answer. The process of setting goals should be a collaborative process between an employee and his or
her manager. Whether writing long- or short-term goals, the most widely-used framework is:
1. S-M-A-R-T.
Specific: Well-defined to inform employees exactly what is expected, when, and how much. With specific
Q2. Briefly discuss Service Marketing Mix with suitable examples.
Answer. The service marketing mix consists of 7 P’s as compared to the 4 P’s of a product marketing mix.
Simply said, the service marketing mix assumes the service as a product itself. However it adds 3 more P’s
which are required for optimum service delivery.
The Marketing Mix Extended 7P’s:
1. Product - the Product should fit the task consumers want it for, it should work and it should be what the
consumers are expecting to get. A product is an item that is built or produced to satisfy the needs of a
certain group of people. The product can be intangible or tangible as it can be in the form of services or
goods.

2. Q3. Describe the Howard Sheth model of customer Behaviour.
Howard Sheth model
Answer. Howard-Sheth model is based on the assumption that the consumer behaves rationally during
purchase, process is repeatable and is result of incentives which have their source in the environment
(input variables). It consists of four main groups of variables:
I. Input variables: i.e. stimuli arising from the marketing activities and social environment of the consumer.
Q4. What are the uses of IT in the Education & Banking sector?
Answer. Uses in Education:
1. Plenty of Educational Resources: Information technology makes it easy to access academic information
at any time. Both students and teachers use Information technology to acquire and exchange educational
material. For example; teachers can easily provide visual and audio classes to their students using
computers and broadband internet. This breaks the boundaries of accessing information, because the
Q5. Describe the nature of service marketing.
Nature of service marketing
Answer. Nature or Characteristics of Services:
1. Intangibility
Unlike product, service cannot be touched or sensed, tested or felt before they are availed. A service is an
abstract phenomenon. Service marketing is one of the major activities in the contemporary economy. The
only information consumer has about the service are the promises of satisfaction. Intangibility of the
Q6. Write short notes on:
a. e-CRM
b. Customer Life Cycle
Answer. a. e-CRM: The e-CRM 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).
Leveraging E-CRM –
This is the second of a two-part series exploring the significant role of data integration in electronic
customer relationship management (e-CRM) analytics. In the first part we introduced electronic customer
relationship management, provided a foundation for our research, proposed our hypotheses and

3. presented a new framework. In this second part we detail our research methodology and discuss our
findings and their organizational implications.
Fall-2016
Get solved assignments at nominal price of Rs.130 each.
Mail us at: subjects4u@gmail.com or contact at
09882243490