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Master of Business Administration- smude MBA Semester 4 spring 2015


MK0015: Services Marketing and Customer Relationship Management
Q1. Write a short notes on:
a. Customer Life cycle
b. Customer lifetime value
Answer: a. Customer Life cycle: Customer life cycle focuses on understanding the
different stages f life of a customer and the value attached to each stage for delivery of
need-based products and services at his

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Q2. Elaborate GAP analysis in detail.
Answer: Another approach towards achieving conformance in services is to identify various
gaps that occur during the service process. Zeithaml, Berry and Parasuraman came up with
four such gaps that occur during service processing within the organization. They all lead to

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Q3. Interaction plays a lead role in building customer relationships. Explain CIM in
this context.
Answer: Customer Interaction Management (CIM)
Interaction plays a lead role in building customer relationships. CIM represents the intensive
interaction between customers and the organization, which is supported by technologyenabled mechanisms such as the Internet. In view of the technological growth, the
interaction management is facilitated by communication in terms of media, message,

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Q4. What are the various types of conflicts in marketing services?
Answer: Types of Conflicts in Marketing Services
Front-line employees generally face interpersonal and inter-organizational conflicts in their
line of work. Their feelings of aggravation and harassment, if left unattended, lead to stress
and dissatisfaction with work. It may also negatively affect their ability to serve

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Q5. Define e-CRM. Also explain how e-CRM can be leveraged as a source of
competitive advantage.
Answer: The basic idea of e-CRM comes from e-commerce. Essentially, e-CRM differs
from CRM in terms of the technology and the syntactical nature of interface with customers.
Typically an e-CRM would provide customers with a self-service browser based window on

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Q6. 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 a service in the marketplace is much like positioning a product. The
market for a product or service needs to be segmented so that the marketing activities can
be designed accordingly. To position a service successfully, the service provider should first

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