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DRIVE- Fall 2014
PROGRAM/SEMESTER- MBADS (SEM 4/SEM 6) MBAFLEX/ MBAN2 (SEM 4) PGDMMN
(SEM 2)
SUBJECT CODE & NAME- ML0015-Services Marketing and Customer Relationship
Management
Q1. Positioning a service in the marketplace is much like positioning a product.
Explain Service positioning and its purpose with the help of an example.
(Explanation of service positioning-2, Explanation of purposes-6, Example-2) 10 marks
ANS:
Service positioning: To position a service, you need to carry on customer research program. This
program helps you to identify what newspapers and magazines your customers are reading. It will tell you
where the customers get their information from. And it should tell you which media they are using for
information about any service. Your market targeting survey and customer research will help to choose a
proper media that is best for reaching your customers.

Q2. Elaborate GAP analysis in detail.

(Explanation of GAP Model)
ANS:
GAP Model and GAP analysis: A gap analysis helps bridge that space by highlighting which
requirements are being met and which are not. The tool provides a foundation for measuring the
investment of time, money and human resources that's required to achieve a particular outcome. The gaps
model was first introduced in the year 1985 and it provides an excellent structure to manage service
excellence and customer-driven innovation. This model offers an incorporated view of the relationship
between the customer and the company. This model is based

Q3. Interaction plays a lead role in building customer relationships.

Explain CIM in this context.
(Explanation of CIM, Explanation of Methods) 10 marks
ANS:
Customer Interaction Management
Customer Interaction Management constitutes the customer relationship technologies with addition of
technology-based interactive solution. The interactive channels that are currently available enable very
effective customer interactive communications which leads to customer interaction management, which is
an important dimension of customer relationship management. A management system is required to
manage this relationship between the

Q4. What are the various types of conflicts in marketing services?

(Explanation of types) 10 marks
ANS:
Types of conflicts
There are five different conflicts given below. There are certain occasions when these modes need to be
used or applicable. Let us briefly explain those situations and the behavioural aspects that need to be
possessed by the marketing personnel while dealing with the customers.

Q5. Elaborate the important steps that service providers should bear in mind while implementing
one to one marketing. (Explanation) 10 marks
ANS:
The mechanics of one-to-one marketing are complex. It is one thing to train the sales staff to be warm and
attentive, and quite another to identify, track and interact with an individual customer and then
reconfigure product or service to meet that customers needs. One-to-one marketing involves gearing the
organization to deal with valuable customers on an individual basis. This is not unattainable, but the effort
should be worth the benefits that accrue. One-to-one or relationship marketing means being able and
willing to change ones behaviour towards individual customer based on what the customer tells the
company and what else the company knows about that customer.

Q6. Write short notes on:

a) E-CRM
b) Customer Retention
(Meaning, opportunities and benefits-5, Meaning and Strategies-5) 10 marks
ANS:
a)
E-CRM
A review of organisational mission/vision statements suggests that e-CRM companies are generally
positioning themselves as exemplars of customer satisfaction provision and relationship management.
However, recent industry analysis suggests that their organisational customers generally report low to
ambivalent ratings on customer satisfaction measures (our study also supports these findings). This
discrepancy could be partly attributed to very little empirical inquiry having appeared to date to assess the

efficacy of existing relationship marketing theories within this fast-moving industry. The current study
provides an exploratory investigation that looks at the well-

DRIVE- Fall 2014

PROGRAM- MBADS (SEM 4/SEM 6) MBAFLEX/ MBA (SEM 4) PGDMMN (SEM 2)

SUBJECT CODE & NAME- ML0016- Advertising Management and Sales Promotion

BK ID- B1809

CREDIT & MARKS- 4 Credits, 60 marks

Q.1: Discuss the DAGMAR approach in setting objectives and measuring effectiveness of
advertising.
Meaning of DAGMAR approach (2 Marks)
Explanation of DAGMAR approach (8 Marks)

ANS:
Meaning of DAGMAR approach:
DAGMAR is an acronym: Defining Advertising Goals for Measured Advertising Results. The approach
involves setting specific, measurable objectives for a campaign to determine if specific objectives were
met. Specifically, DAGMAR seeks to communicate a specific message through four steps: Awareness,
Comprehension, Conviction, and Action

Q.2: What is Gestalt psychology? Explain with examples how it resembles the way a person fits in
the advertising message with his/her existing knowledge.
Discussion about Gestalt psychology (3 Marks)
Explanation(7 Marks)

ANS:
Discussion about Gestalt psychology:

The German word Gestalt means a whole, or a configuration, where the whole is more than its individual
parts. A person has an inner map he has developed over a lifetime and he wants to keep it simple,
familiar, functional and consistent.

Q.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 (2 Marks)
Characteristics (4 Marks)
Objectives (4 Marks)

ANS:
Definition of advertising:
Advertising is rather an informal word that comprises an immense number of activities. It can be anything
from jokes and cartoons on the coasters and placemats on a bar table which just has a famous alcoholic
beverage manufacturers name and logo in one corner.
Q.4: What is above the line and below the line activities with respect to marketing
communications? Explain the concept in detail.
Define media(2 Marks)
Explanation of the concepts(8 Marks)

ANS:
Define media:
The commercial world uses the word media as a collective term to present its services to its specific
target group. There are a number of mediathat make message delivery far more focused and effective.
More innovative use of newspaper space, interactive media, electronic hoarding with moving messages,
Internet, direct marketing, are only some of them.

Q.5: Describe the AIDA model of consumer response hierarchy with the help of diagram.
Explanation of AIDA model(8 Marks)
Diagram(2 Marks)

ANS:
Explanation of AIDA model:
AIDA stands for attention, interest, desire, and action. The AIDA model can be used by organizations to
guide marketers to target a market effectively.The AIDA model is an approach used by advertisers to
describe the different phases of consumer engagement with an advertisement.. AIDA is a historical

Q.6: Describe some of the strategies for effective marketing and advertising in rural market.
Discuss the nature of rural market(2 Marks)
Strategies(8 Marks)

ANS:
Discuss the nature of rural market:
Rural market requires deep understanding of rural emotions, aspirations, needs and greeds, which are
different from the urban psyche.Rural marketing environment is different, just as the rural psychology is
and this challenge needs to be addressed and treated with respect.
DRIVE-Fall 2014
PROGRAM/SEMESTER- MBADS (SEM 4/SEM 6)
MBAFLEX/ MBAN2 (SEM 4)
PGDROMN (SEM 2)
SUBJECT CODE & NAME-ML0018-Project Management in Retail
BK ID-B 1844
CREDIT & MARKS- 4 Credits, 60 marks

Q.1. Explain Sensitivity Analysis and the ways in which it is carried out (Explanation of sensitivity
analysis, Explanation of four ways) 2, 8

ANS:

Sensitivity analysis

As the term clearly indicates, sensitivity analysis is a technique in which the sensitivity of profit (or net
present value or internal rate of return) to the change in one particular project-variable is studied. The

philosophy that only a few factors may warrant management attention, is embedded in the sensitivity
analysis. The vital few have to be identified, as they finally matter for the success of the pr

Q.2. Explain Detailed Project Report and Critical areas of concern for a successful retail store.
(Explanation of Detailed project report, Explanation of critical areas) 2, 8

ANS:

Detailed Project Report (DPR)

Detailed Project Report (DPR) is a project implementation guide for the project team. A detailed project
is prepared in several large volumes. The contents of a detailed project report include some major
information like:

Q.3. Describe the steps involved in Network Planning Techniques. 10

ANS:

Steps Involved in Network Planning Techniques

Some steps must be followed for the preparation of a network diagram or critical path model and their
application in retail project management decisions. Without distinguishing the network diagram and
critical path, these steps can be listed as follows:
Q.4. Every team member has a different attitude towards work which leads to chances of conflict.
Explain the treatments used to overcome the conflict in projects in retail. (Reasons for conflict in a
team, Explanation of Methods/Treatments) 2, 8

ANS:

Reasons for conflict in a team

Project teams are generally made by pooling in talents from different departments from the organization
or by appointing outside experts or both. In such scenario, the team members come together for a specific
task for a short period of time and may also be handling dual responsibilities. The team members are
aware that they are pooled in for special purpose considering their expertise or special skills that is helpful
for the completion of the project. Hence, every team member has a
Q.5. New ideas are fuel to any organization process. Explain the Judgmental process in the light
of the above statement. (Meaning, Components) 1,9

ANS:

Judgemental Process

New ideas are fuel to any organization. Especially in retail, where the whole business is market driven,
constant inflow of new ideas to improve upon the existing systems are most desired. Project ideas first
pass through a brainstorming process. This is a judgmental process, where all those who participate in
brainstorming would rely on their own knowledge and perception

Q.6. Write short notes on: a) Gantt Chart b) Fishbone Diagrams 5, 5

ANS:

a) Gantt Chart

Gantt Charts (also known as Gantt Diagrams) are useful tools for analysing and planning more complex
projects. They: