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ASSIGNMENT
DRIVE FALL 2014
PROGRAM MBADS – (SEM 4/SEM 6) MBAN2 / MBAFLEX – (SEM 4)
PGDROMN – (SEM 2)
SUBJECT CODE & NAME ML0015- SERVICES MARKETING & CUSTOMER
RELATIONSHIP MANAGEMENT
SEMESTER 4
BK ID B1808
CREDITS 4
MARKS 60
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.
1 “Positioning a service in the marketplace is much like positioning a product”. Explain Service
positioning and its purpose with the help of an example.
Answer : Positioning of services :
The development of a sustainable positioning strategy for a product, service, division or company.
Each engagement utilizes the Four Forces of Positioning methodology. These projects include fresh
articulation of market vision, competition analysis, market segmentation, positioning statement
development, and identification of business model implications of positioning strategy.
Explanation :
2 Elaborate GAP analysis in detail.
Answer : In information technology, gap analysis is an assessment tool to help identify differences
between information systems or applications. A gap is sometimes called "the space between where
we are and where we want to be."
A gap analysis helps bridge that space by highlighting

2. 3 “Interaction plays a lead role in building customer relationships”. Explain CIM in this context.
Answer : Computer-integrated manufacturing
A system in which individual engineering, production, and marketing and support functions of a
manufacturing enterprise are organized into a computer-integrated system. Functional areas such as
design, analysis, planning, purchasing, cost accounting, inventory control, and distribution are linked
through the computer with factory floor functions such as materials handling and management,
providing direct control and monitoring of all
4 What are the various types of conflicts in marketing services?
Answer : In the workplace, conflict is inevitable, usually occurring when one party perceives that
their interests are being opposed or negatively affected by another party. Conflict can produce
either a positive or negative outcome. By being able to identify potential conflict before it arises and
knowing how to effectively manage it, you will be able to help your staff increase the chances of
turning conflict into a positive outcome. There are two types of conflict, functional and
dysfunctional.
5 Elaborate the important steps that service providers should bear in mind while implementing
one to one marketing.
Answer : Some of the important steps for implementing one-to-one marketing are as follows:
One-to-one marketing involves gearing the organization to deal with valuable customers on an
individual basis. This is not unattainable, but the effort should be worth the benefits that accrue.
One-to-one or relationship marketing means
6 Write short notes on:
a) E-CRM
Answer : Electronic customer relationship management (e-CRM) involves the integration of Web
channels into the overall enterprise CRM strategy with the goal of driving consistency within all
channels relative to sales, customer service and support (CSS) and marketing initiatives. It can
support a seamless customer experience and maximize customer satisfaction, customer loyalty and
revenue.
Dear students get fully solved assignments
Send your semester & Specialization name to our mail id :
“ help.mbaassignments@gmail.com ”
or
Call us at : 08263069601
(Prefer mailing. Call in emergency )