This document provides information about an assignment for a marketing course. It lists 6 questions related to services marketing and customer relationship management. It provides the questions and detailed 300-400 word answers for each question. The questions cover topics like setting goals, the marketing mix 7Ps, the Howard-Sheth customer behavior model, uses of IT in education and banking, the nature of service marketing, and short notes on e-CRM and the customer lifecycle. Students can get the answers to this assignment by mailing the provided email or calling the given phone number for a nominal fee of Rs. 125 per question.

1. Summer-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
goals, managers can easily measure progress toward goal completion.
Measurable: Provide milestones to track progress and motivate employees toward achievement.
Attainable: Success needs to be achievable with effort by an average employee, not too high or too low.
Q2. List & classify the 7P’s of marketing.
7P’s of marketing
Answer. 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.
A product has a certain life cycle that includes the growth phase, the maturity phase, and the sales decline
phase. It is important for marketers to reinvent their products to stimulate more demand once it reaches
the sales decline phase.

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.
Include three different types of stimuli, which are:
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
student will simply attend a lecture while not in a physical classroom.
2. Instant Access to Educational Information: Information technology speeds the transfer and distribution
of information. Students can easily access academic data using computers and new technologies like
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
services causes a great deal of uncertainty for buyers. Services are intangible and do not have a physical
existence. Hence services cannot be touched, held, tasted or smelt. This is most defining feature of a

3. 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
presented a new framework. In this second part we detail our research methodology and discuss our
Summer-2016
Get solved assignments at nominal price of Rs.125 each.
Mail us at: subjects4u@gmail.com or contact at
09882243490