ASSIGNMENT

DRIVE SPRING 2020

PROGRAM Master of Business Administration – MBA
SEMESTER IV
SUBJECT CODE & NAME MKT401/MK0015
Services Marketing and Customer Relationship
Management
BK ID B1808
NUMBER OF ASSIGNMENTS, 2, 4 Credits, 30 marks each
CREDITS & MARKS

Note –The Assignment is divided into 2 sets. You have to answer all questions in both sets.
Average score of both assignments scored by you will be considered as your IA score. Kindly note
that answers for 10 marks questions should be approximately of 400 words.

Assignment Set - I
Total
Q.No Questions Marks
Marks
Write Short Notes on 7Ps of service marketing mix and Characteristics of service.
Explain 7Ps of service marketing mix 3 10
1
Elaborate the characteristics of Services 7

Write short notes on:

a. Frontal Attack
b. Flanking Attack
c. Bypass Attack
d. Guerrilla Attack
2
Frontal Attack 2.5 10
Flanking Attack 2.5
Bypass Attack 2,5
Guerrilla Attack 2.5

Explain Customer Relationship Management (CRM). What are the various types
of CRM?
3 Elaborate CRM. 4 10
Explain types of CRM. 6

Assignment Set - II
Total
Q.No Questions Marks
Marks
 What are the various opportunities and benefits of e-CRM? What are the various
ways in which e-CRM can be leveraged as a source of competitive advantage?
Explain various benefits of e-CRM. 4 10
1
Explain the various ways in which e-CRM can be leveraged as a 6
source of competitive advantage.

What do you mean by Customer Life Cycle? What are the various challenges
faced by an organisation in implementing CRM?
Explain Customer Life Cycle. 5 10
2
Explain various challenges faced by an organisation in 5
implementing CRM?

What are the various steps that should be taken to avoid the challenges and pitfalls
in e-CRM?
3 Explain the various steps that should be taken to avoid the 10 10
challenges and pitfalls in e-CRM.