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SMU MBA SEM 4 MARKETING FALL 2014 ASSIGNMENTS
MK0015-Services Marketing and Customer Relationship Management
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.
Explanation of service positioning
Explanation of purposes
Example
2 Elaborate GAP analysis in detail.
Explanation of GAP Model.
3 “Interaction plays a lead role in building customer relationships”. Explain CIM in this
context.
Explanation of CIM
Explanation of Methods
4 What are the various types of conflicts in marketing services?
Explanation of types
5 Elaborate the important steps that service providers should bear in mind while
implementing one to one marketing.
Explanation
6 Write short notes on:
a) E-CRM
b) Customer Retention
a) Meaning, opportunities and benefits
b) Meaning and Strategies
MK0016- Advertising Management and Sales Promotion
1 Discuss the DAGMAR approach in setting objectives and measuring effectiveness of
advertising.
Meaning of DAGMAR approach
Explanation of DAGMAR approach
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2 What is Gestalt psychology? Explain with examples how it resembles the way a person fits
in the advertising message with his/her existing knowledge.
Discussion about Gestalt psychology
Explanation
3 Advertising is a paid form of communication. It has gained its significance since it attempts
to build a positive attitude towards a product. Explain the characteristics and objectives of
advertising.
Definition of advertising
Characteristics
Objectives
4 What is “above the line” and “below the line” activities with respect to marketing
communications? Explain the concept in detail.
Define media
Explanation of the concepts
5 Describe the AIDA model of consumer response hierarchy with the help of diagram.
Explanation of AIDA model
Diagram
6 Describe some of the strategies for effective marketing and advertising in rural market.
Discuss the nature of rural market
Strategies
MK0017- E-MARKETING
1 What is e-mall? Explain the various types of online stores in an e-mall.
Definition of e-mall
Various types of online stores
2 An electronic marketplace (e-marketplace) refers to a website created for common
interest. It integrates the online and physical component of a company. Discuss the five
kinds of partners in an e-marketplace.
Explanation of e-marketplace
Five kinds of partners in an e-marketplace
3 Discuss the major legal and ethical issues in e-marketing.
A. Legal issues
B. Ethical issues
4 Explain the factors that influence e-consumer’s buying behaviour.
Definition of e-marketing
Factors influencing
5 Functions of E-marketing are represented by 2P+2C+3S formula (Personalisation, privacy
,customer service, community, site, security, and sales promotion). These functions form the
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framework of an e-marketing strategy. Discuss this formula with a diagrammatic
representation.
Explanation of 2P+2C+3S formula in detail
Diagram
6 Discuss the selling methods and sales promotion of E-marketing.
Explanation of Selling methods
Explanation of sales promotion of e-marketing
MK0018– International Marketing
1 Discuss the different management orientations of a company. How does it affect
international marketing?
Management orientations
Effect on international marketing
2 Discuss how culture plays an important role in international marketing. Give some
examples of advertisements which failed due to lack of cultural understanding.
Importance of culture in international marketing
Examples
3 Explain different types of cost based pricing.
Types of cost based pricing
Explanation
4 Tobacco companies are targeting China as Chinese are heavy smokers. Which
segmentation is this and what are the other international market segmentations?
Tobacco companies in china segmentation
Other segmentation
5 Write short notes on:
a) e Marketing
b) Spot and forward rates
a) meaning and benefits of e Marketing
b) Meaning and role of spot and forward rates
6 Discuss the role and activities of World Bank.
Role and activities of World Bank
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