Summer 2013

Master of Business Administration- MBA Semester 4 MK0015 Services Marketing and Customer Relationship Management - 4 Credits (Book ID: B 1328) Assignment (60 marks)

Note: Answer all questions. Kindly note that answers for 10 marks questions should be approximately of 400 words. Each question is followed by evaluation scheme. Q1. Explain the concept of Service mapping with example.
(Definition- 2 marks; explanation 6 marks; example; 2 marks) 10 marks

Q2.

Write a short notes on: A. Factors that influence customer expectations ( factors 5 marks) B. Pricing strategies followed in service organizations based on customer perceptions
(Pricing Strategies- 5 marks)

5 +5 = 10 marks

Q3.

Explain the concept of Service Blueprinting with an example.

( Definition of service blueprint- 2 marks; explanation of service blueprint with example- 8 marks)

10 marks

Q4.

Explain the positioning strategies of services. (Definition of positioning of services- 2 marks; Explanation of positioning of services6 marks; Various types of positioning of services- 2 marks)

10 marks

Q5.

Discuss about the marketing of services in Banking sector, Airline industry, Hospitality sector.
(Marketing of services in banking sector- 4 marks; Marketing of services in Airline industry- 3 marks; Marketing of services in Hospitality- 3 marks)

10 marks

Q6.

Write a short notes on: A. Service Delivery Process (Explanation 1 mark; service delivery
process- 4 marks)

5 +5 = 10 marks

B. service Design

(Definition- 2 marks; explanation 3 marks)