Elective: Customer Relationship Management (Part – 1)

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National Institute of Business Management

Chennai – 020

EMBA/ MBA

Elective: Customer Relationship Management (Part – 1)

 

Attend any 4 questions.  Each question carries 25 marks

(Each answer should be of minimum 2 pages / of 300 words)

 

 

  1. 1.What forces within the control of the marketing manager are traditionally known as the marketing mix? Explain.

Answer: Marketing decisions generally fall into the following four controllable categories:

  • Product
  • Price
  • Place (distribution)
  • Promotion

The term “marketing mix” became popularized after Neil H. Borden published his 1964 article, The Concept of the Marketing Mix. Borden began using the term in his teaching in the late 1940’s after James Culliton had described the marketing manager as a “mixer of ingredients”. The ingredients in Borden’s marketing mix included product planning, pricing, branding, distribution channels, personal selling, advertising, promotions, packaging, display, servicing, physical handling, and fact finding and analysis.

These four P’s are the parameters that the

 

 

  1. 2.Explain the main components of a marketing plan for increased customer service effectiveness.

Answer: Regardless of the scope of your marketing plan, you must keep in mind that it is a fluid document. Every business needs to begin with a well structured plan that is based in thorough research, competitive positioning and attainable outcomes. Your plan should be the basis for your activities over the coming months. However, you should always be willing to enhance or redirect your plan based on what proves successful.

Components of a marketing plan

  1. Market Research: Collect, organize, and write down data about the market that is currently buying the product(s) or service(s) you will

 

 

  1. 3.Explain how to build a loyal customer care relationship with examples of bad service, good service, success tips.

Answer:

 

 

  1. 4.“Service is intangible” Explain.

Answer: The material gains of a society are achieved by adding value to natural resources. In advanced societies, there are many organizations that extract raw materials, add value through processing them, and transform intermediate materials and components into finished products. There are, however, other organizations that facilitate the production and distribution of goods, and organizations that add value to lives through a variety of intangibles they provide. Outputs of this latter group are called services.

 

 

  1. 5.What are the factors that are to be taken into account while designing and offering a product? Explain.

Answer: Product Analysis is the process of identifying, looking at or disassembling a product and identifying its main features. The aim is to understand more about a product and improve it in the future. Many factors influence the development of a product, some are listed below.

COST: The cost of the materials and labour required to manufacture the product. The price potential customers are prepared to pay for the product.

ERGONOMICS: The product may be designed for human use. As a result ergonomics (sizes etc…) will pay a major role.

 

  1. 6.What is evaluation and perception of a product by a customer?Discuss.

Answer:

 

 

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Send your semester & Specialization name to our mail id :

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25 x 4=100 marks

 

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