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SMU MBA SEM 4 MARKETING SUMMER 2015 ASSIGNMENTS
MK0015-Services Marketing and Customer Relationship Management
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)
MK0016- Advertising Management and Sales Promotion
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
MK0017- E-MARKETING
1 Define E-Customers with some examples. Also explain the Online buying process.
Definition of E-customers with examples
Online Buying process
2 An electronic marketplace (e-marketplace) refers to a website created for common
interest. It integrates the online and physical component of a company. Discuss the five
kinds of partners in an e-marketplace.
Explanation of e-marketplace
Five kinds of partners in an e-marketplace
3 Discuss about web analytics. List and explain the visitor statistics can be gained by using
metrics.
Definition of Web analytics
Visitor statistics by metrics
4 Write a short notes on :
A. Any five points on e-marketing as competitive advantage.
B. Virtuous cycle of e-marketing
Five points on e-marketing
Explanation of e-marketing as virtuous cycle
5 Functions of E-marketing are represented by 2P+2C+3S formula (Personalisation, privacy
,customer service, community, site, security, and sales promotion). These functions form the
framework of an e-marketing strategy. Discuss this formula with a diagrammatic
representation.
Explanation of 2P+2C+3S formula in detail
Diagram
6 Discuss the selling methods and sales promotion of E-marketing.
Explanation of Selling methods
Explanation of sales promotion of e-marketing
MK0018– International Marketing
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1 The orientation of a company’s top management, its beliefs and assumptions significantly
impact its approach to international marketing. Discuss the concept of EPRG framework.
Management orientations
Effect on international marketing
2 Explain the role of political environment scanning in international marketing. What is
political risk?
Political environment
Political risk
3 How are the international markets segmented on the basis of development?
4 categories
4 Differentiate between national and international products, global and standardised
products with examples.
Difference
Examples
5 Write short notes on:
a) Containerization
b) 4 PL operators
a) Role and benefits of containerization
b) Meaning and role of 4PL operators
6 Choose a product and explain how you will prepare seven steps in a global e-marketing
plan?
Choosing the product
Global e marketing plan
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