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1. Dear students get fully solved assignments
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ASSIGNMENT
DRIVE SPRING 2017
PROGRAM Master of Business Administration- MBA
SEMESTER 4
SUBJECT CODE & NAME MK0015 –Services Marketing and Customer Relationship
Management
BK ID B1808
Credit & Marks 4 CREDIT, 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.
Question.1. Discuss the issues that need to be addressed by a firm
before it sets out targeting goals.
Answer:Toachieve projectgoals,youmusthaveclearwrittentargetsandcommunicate themtoevery
member of your team. Most construction companies get awarded jobs and start them in a hurry
without a plan for success. You’ve heard the expression, ‘haste makes waste.’ Proceeding without
cleartargetsor planswill cause youtomissopportunitiesandnotachieve the bottom-lineresultsyou
want.
Afteryou get awardeda contract, take time to review the job,set some project goalsand developa
planto finishyourprojectsuccessfully.Take anhourandgatheryourcompanyprojectteamtogether
to map out a plan to make your project a success. First, determine which of your company’s team
members will help you hit your goals.
Question.2. Briefly discuss Service Marketing Mix with suitable
examples.
Answer:Marketing is a continuallyevolving discipline and as such can be one that companies find
themselvesleftverymuchbehindthe competitionif theystandstill fortoolong.One example of this
evolution has been the fundamental changes to the basic Marketing mix.Where once there were 4
P’s to explainthe mix, nowadays it is more commonly accepted that a more developed7 P’s adds a

2. much needed additional layer of depth to the Marketing Mix with some theorists going even going
further.
Marketing strategy has the fundamental goal of increasing sales and achieving a sustainable
competitive advantage. Marketing strategyincludesall basic, short-term, and long-term activities in
the field of marketing that deal with the
Question.3. Describe the Howard Sheth model of customer
Behaviour.
Answer:Howard-Shethmodel isone of modelsthat representconsumerbehaviouronthe market.It
attempts to explain the rationality of choice of the product by the consumer under conditions of
incomplete information and reduced processing capability. It analyses the external symptoms of
behaviour, reactions and thought processes that cannot be subject to direct observation.
Howard and Sheth model of consumer behaviour variables
Question.4. What are the uses of IT in the Education & Banking
sector?
Answer:Computers have become an essential part of modern human life. Since the invention of
computertheyhave evolvedintermsof increasedcomputingpoweranddecreasedsize.Owingtothe
widespread use of computers in every sphere, Life in today’s world would be unimaginable without
computers. They have made human lives better and happier. There are many computer uses in
different fields of work. Engineers, architects, jewelers, and filmmakers all use computers to design
things. Teachers, writers, and most office workersuse computers for research,word processing and
emailing. Small businesses can use computers as a point of sale and for general record keeping.
Question.5. Describe the nature of service marketing.
Answer:The world economy nowadays is increasingly characterized as a service economy. This is
primarilydue to the increasingimportance andshare of the service sectorin the economiesof most
developedanddevelopingcountries.Infact,thegrowthof theservicesectorhaslongbeenconsidered
as indicative of a country’s economic progress.
Economic history tells us that all developing
Question.6.Write short notes on:

3. a) e-CRM
Answer: The eCRM 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 withcustomers making use of information technology
(IT).eCRMisenterprisesusingITtointegrateinternalorganizationresourcesandexternal"marketing"
strategies to understand and fulfill their customers needs. Comparing with traditional CRM, the
integrated information for
b) Customer Life Cycle
Answer:In customer relationship management (CRM), customer life cycle is a term used to describe
the progression of steps a customer goes through when considering, purchasing, using, and
maintaining loyalty to a product or service. Marketing analysts Jim Sterne and Matt Cutler have
developed a matrix that breaks the customer life cycle into five distinct steps: reach, acquisition,
conversion, retention, and loyalty. In layman's terms, this means getting a potential customer's
attention, teaching them what you have to offer,
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