February 2011

Master of BusinessAdministration ± MBASemester 4

MK0015±Services Marketingand CustomerRelationshipManagement-4Credits
Assignment Set±1
[60Marks]
Note: Eachquestioncarries10Marks.Answerallthequestions.

Q.1 Mentionthedifferent types ofservices with fewexamplesand brieflygive a

note onservicesector.[10marks]

For SMU Assignment @ 600 Rs Per Semester

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Q.2 According toyou,whatarethecustomer expectationsandcustomerresponses

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howwouldyouaddress customer complaintsand conflicts?[10marks]

Q.3. Constructaservicegap for animaginaryservicebased companyassumingthat

there are severalgapsfoundin itsfunctioning. [10marks]

Q.4. Explaintheconcept ofservicedesignand servicedeliveryin services marketing.

[10marks]

Q.5 a. Whatisservices marketing?Explain its importance.[5marks]

b. Isthere anyneedto segment services?Give reasonsfor your answer. [5
marks]

Q.6.Examinetherecent issuesin services marketing.[10marks]

 February 2011

Master of BusinessAdministration-MBA Semester 4

MK0015±Services Marketingand CustomerRelationshipManagement -4Credits

Assignment Set±2
(60 Marks)

Note: Eachquestioncarries10Marks.Answerallthequestions.

Q.1 Mentionthe5 engines ofe-CRMand explain theprocessinvolved. [10marks]

Q.2 Explaintheconcepts ofcustomerretentionand Customerlifetime value with its

applicable strategies.[10marks]

Q.3 Whatdoyouunderstandbycustomerdefinedservicestandards? Explainits

relevant inservices marketing.[10marks]

Q.4. Mentor Institute provides educationalsupport services todifferent collegesand

universities.Now,theywanttostartconsulting services for distanceeducation
programmes andcareer counseling.Suggestsome steps onhowtomarkettheir
consultingservicesonceit gets initiated. [10marks]

Q.5 DuressComponents Ltd. wants to usetechnologyin itsCRMsystem.Kindly

help thecompany with suitable suggestions. [10marks]

Q.6a.WhatdoyoumeanbyCRM? Is it importantinservices marketing?[5marks]

b. Give a note onintegratedservicemarketingmix. [5marks]