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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

Q2. Briefly discuss Service Marketing Mix with suitable examples.

Answer. The service marketing mix consists of 7 Ps as compared to the 4 Ps of a
product marketing mix. Simply said, the service marketing mix assumes the service
as a product itself. However it adds 3 more Ps which are required for optimum service
delivery.
The Marketing Mix Extended 7Ps:
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.

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.

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

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

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 findings and their
organizational implications.

Fall-2016
Get solved assignments at nominal price of Rs.130
each.
Mail us at: subjects4u@gmail.com or contact at
09882243490