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SMU MBA SEM 4 RETAIL SUMMER 2015
ASSIGNMENTS
ML0015
1 Define Customer Relationship Management (CRM). Explain the basic requirements for CRM
implementation process.
Definition of CRM
Basic requirements for CRM implementation
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.
3 What do you mean by Service marketing? Describe the services marketing triangle in
detail with figure.
Definition of Service marketing
Services marketing triangle
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
5 Write a short notes on:
A. Branding of services
B. Differentiate between branding services and branding products.
A. Branding of services
B. Differentiate between branding services and branding products.
6 Write a short notes on :
A. Self-service Technologies with examples
B. Customer Interaction Management(CIM)
A. Self-service Technologies with examples
B. Customer Interaction Management(CIM)
ML0016
1 Define Sales promotion. Explain the tools and techniques of consumer sales promotion.
Definition of Sales promotion
Tools and techniques
2 Write a short notes on:
A. Gesalt Psychology
B. Attitude change
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3 Advertising is a paid form of communication. It has gained its significance since it attempts
to build a positive attitude towards a product. Explain the characteristics and objectives of
advertising.
Definition of advertising
Characteristics
Objectives
4 What is “above the line” and “below the line” activities with respect to marketing
communications? Explain the concept in detail.
Define media
Explanation of the concepts
5 Explain Advertising standards council of India (ASCI) and also discuss the Forms of ethical
violations in Advertising.
Explanation of ASCI
Forms of ethical violations
6 What do you understand by ‘Advertising’? Describe any five factors that affect marketing
and advertising.
Definition of Advertising
Factors
ML0017
1 Elaborate the different models for malls.
Explanation of three types of model
2 What are the characteristics of international standards of shopping malls?
Explanation
3 “Developing a suitable tenant mix plan is crucial to the success of a tenant management
strategy in malls. There are certain guiding factors that help in determining an appropriate
tenant mix”. Comment
Explanation of the statement
4 “Branding creates and communicates a set of feelings, relations and potentials about a
specific company”. Comment on the experiential marketing in this context.
Explanation of experiential marketing
5 “Adoption of new technologies is constrained by a couple of factors”. Explain such factors.
Explanation of Factors that affect organization
6 Describe the steps of emergency management.
Explanation
ML0018
1 Explain PERT and its advantages.
Explanation of PERT
Explanation of Advantages
2 “Project ideas pass through a brainstorming process which requires a judgmental process.
Explain this judgmental process in detail.
Explanation
3 Describe the components for retail project formulation.
Explanation
4 Elaborate the essential skills required for appraisal of the managerial team for a retail
project.
Explanation
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5 Explain the techniques for planning retail project activities.
Explanation
6 Write short notes on:
a) Gantt Chart
b) Fishbone Diagrams
a) Meaning
b) Meaning
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