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1. Dear students get fully solved assignments
Send your semester & Specialization name to our mail id :
help.mbaassignments@gmail.com
or
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ASSIGNMENT
DRIVE SUMMER 2016
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:To achieve project goals, you must have clear written targets and communicate them to
every 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
withoutcleartargetsor planswill cause you to miss opportunities and not achieve the bottom-line
results you want.
Afteryougetawardeda contract,take time toreview the job,set some project goals and develop a
plan to finish your project successfully. Take an hour and gather your company project team
together 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 continually evolving discipline and as such can be one that companies find
themselves left very much behind the competition if they stand still for too long. 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,nowadaysitismore commonly accepted that a more developed 7 P’s

2. adds a much neededadditional layerof depthtothe Marketing Mix with some theorists going even
going further.
Marketing strategy has the fundamental goal of increasing sales and achieving a sustainable
competitiveadvantage.Marketingstrategyincludesall basic,short-term, andlong-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 modelsthatrepresentconsumerbehaviouron the 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 evolved in terms of increased computing power and decreased size. Owing to
the 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
usesindifferentfieldsof work.Engineers,architects,jewelers,and filmmakers all use computers to
design things. Teachers, writers, and most office workers use 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 tothe increasingimportance andshare of the service sectorin the economies of most
developed and developing countries. In fact, the growth of the service sector has long been
considered 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
functionswiththe use of the net environment i.e., intranet, extranet and internet. Electronic CRM
concernsall formsof managingrelationshipswithcustomersmaking use of information technology
(IT). eCRM is enterprises using IT to integrate internal organization resources and external
"marketing"strategiestounderstand and fulfill their customers needs. Comparing with traditional
CRM, the integrated information for
b) Customer Life Cycle
Answer:Incustomerrelationshipmanagement(CRM),customerlife 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,
Dear students get fully solved assignments
Send your semester & Specialization name to our mail id :
help.mbaassignments@gmail.com
or
call us at : 08263069601