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DRIVE- SUMMER 2015
PROGRAM
MBADS (SEM 4/SEM 6)
MBAFLEX/ MBA (SEM 4)
PGDMMN (SEM 2)
SUBJECT CODE & NAME- MK0015
Services Marketing and Customer Relationship Management
Qus:1 Define Customer Relationship Management (CRM). Explain the basic requirements
for CRM implementation process.


Definition of CRM
Basic requirements for CRM implementation
Answer:
Definition of CRM:
CRM can be defined as the process or methodology, which is used to learn more about
customers' needs and behaviours in order to develop stronger relationships with the customers. It
brings together lots of pieces of information related to customers, marketing, effectiveness,
Qus:2 What do you mean by Service quality? Briefly describe the steps involved in Gap
analysis.


Explanation of Service quality
Steps involved in Gap analysis.
Answer:
Explanation of Service quality:
Before formulating any marketing strategy, a firm must clearly define what quality means to it.
The next step is to come up with a method that measures quality in quantifiable terms, so that
any deficit towards achieving the same may be identified and accordingly rectified. Service
Qus:3 What do you mean by Service marketing? Describe the services marketing triangle
in detail with figure.


Definition of Service marketing
services marketing triangle
Answer:
Definition of Service marketing:
Service marketing has been rapidly gaining ground in the domain of educational market as
developed economies move further away from industrial importance to service oriented
Qus:4 What do you mean by Customer acquisition in service marketing? What are all the
essential requisites for an Organisation to be effective in its acquisition efforts?


Definition of Customer acquisition
Essential requisites
Answer:
Definition of Customer acquisition:
Acquisition is a vital stage in building customer relationship. The marketing strategies
implemented for customer acquisition as well as customer retention are similar; differing only in
the manner
Qus:5 Write a short notes on:
A. Branding of services
B. Differentiate between branding services and branding products.
Answer:
A. Branding of services:
Before we explore the key components of branding services, let us first understand branding as a
marketing strategy. How do customers choose brands or what are the criteria on which brands
are
Qus:6 Write a short notes on :
A. Self-service Technologies with examples
B. Customer Interaction Management(CIM)
Answer:
A. Self-service Technologies with examples:
Self-service technologies or SSTs are the ultimate form of customer involvement and
participation in producing a service. These services are produced entirely by the customers
without any interaction with the employees of the serviceproviding firm. If all the services are
assumed to be located along a spectrum ranging from services involving total firm production
through total customer production, the SSTs will fall under the latter. The increased use of
advanced
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