MK0015/ML0015- SERVICE MARKETING AND CUSTOMER RELATIONSHIP MANAGEMENT

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ASSIGNMENT

 

 

 

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.

 

 

Q.1 Explain service distribution growth strategies in brief. 

 

Ans : Service Distribution :

The movement of goods and services from the source through a distribution channel, right up to the final customer, consumer, or user, and the movement of payment in the opposite direction, right up to the original producer or supplier. Product distribution (or place) is one of the four elements of the marketing mix. Distribution is the process of making a product or service available for use or consumption by a consumer or business user, using direct means, or using indirect means with intermediaries

 

Growth strategies :

 

Q. 2 Explain the service delivery process.

 

Ans: Service marketing :

 

Services marketing is a sub field of marketing which covers the marketing of both goods and services. Goods marketing includes the marketing of fast moving consumer goods (FMCG) and durables. Services marketing typically refers to the marketing of both business to consumer (B2C) and business to business (B2B) services. Common examples of service marketing are found in telecommunications, air travel, health care, financial services, all types of hospitality services, car rental services, and professional services. Services are economic activities, rather than tangible products, offered by one party to another.

Service delivery process  :

Q.3 Definition of Service Marketing with its importance. Also explain the characteristics of

services

Ans : Definition of service marketing :

 

Stated simply, Services Marketing refers to the marketing of services as against tangible products, services are inherently intangible, are consumed simultaneously at the time of their production, cannot be stored, saved or resold once they have been used and service offerings are unique and cannot be exactly repeated even by the same service provider. Marketing of services is a relatively new phenomenon in the domain of marketing, having gained in importance as a discipline only towards the end of the 20th century.

 

Importance of service marketing :

 

Given the intangibility of services, marketing them becomes a

Q.4  Discuss the relationship between CRM and customer loyalty

 

Ans : Definition of CRM and Customer loyalty :

 

CRM is the abbreviation for customer relationship management. It entails all aspects of interaction that a company has with its customer, whether it is sales or service-related. CRM is often thought of as a business strategy that enables businesses to:

• Understand the customer
• Retain customers through better customer experience
• Attract new customer
•  
• Q.5  Write a short notes on :

1. Services cape

2. Blueprinting. 

 

Ans :1. Services cape :

 

Services cape is a concept that was developed by Booms and Bitner to emphasize the impact of the physical environment in which a service process takes place. The concept of services cape can help assess the difference in customer experience between a fast-food franchise restaurant and a small, family-run restaurant. Whereas the quality of the food may be the same, the customer may perceive higher quality in the latter over the former based on the environment in which the service is provided. Booms and Bitner defined a

Q.6 Explain the pre-requisites of acquisition of customers. 

 

Ans : Customer relationship management :

 

The principles, practices, and guidelines that an organization follows when interacting with its customers. From the organization’s point of view, this entire relationship not only encompasses the direct interaction aspect, such as sales and/or service related processes, but also in the forecasting and analysis of customer trends and behaviours, which ultimately serve to enhance the customer’s overall experience. With the growth of the internet and related technologies, customers are concerned over the privacy and safety of their personal

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