smu 4th sem marketting assignments

5/19/2018 smu 4th sem marketting assignments

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DRIVE- Fall 2014

PROGRAM/SEMESTER- MBADS (SEM 4/SEM 6) MBAFLEX/ MBAN2 (SEM 4) PGDMMN

(SEM 2)

SUBJECT CODE & NAME- MK0015-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. Thisprogram helps you to identify what newspapers and magazines your customers are reading. It will tell youwhere the customers get their information from. And it should tell you which media they are using forinformation about any service. Your market targeting survey and customer research will help to choose a

proper media that is best for reaching your customers. We have discussed how we can target and reach

customers. Now, we will move on to positioning of services. Positioning is the process of designing acompany's service offers and images so that, it acquires an individual and valued position in the minds of

the customers. The objective of positioning a service is to ensure that it occupies a

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 whichrequirements are being met and which are not. The tool provides a foundation for measuring theinvestment of time, money and human resources that's required to achieve a particular outcome.The gaps


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model was first introduced in the year 1985 and it provides an excellent structure to manage serviceexcellence and customer-driven innovation. This

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 oftechnology-based interactive solution. The interactive channels that are currently available enable veryeffective customer interactive communications which leads to customer interaction management, which is

an important dimension of customer relationship management. A management system is required tomanage this relationship between the company and customer. This management system is called

Customer Relationship Management (CRM). CRM provides information regarding the customers to theorganisation.CRM can benefit both the company and 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 beused 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 implementingone 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 andattentive, 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 theorganization to deal with valuable customers on an individual basis. This is not unattainable, but the effortshould be worth the benefits that accrue. One-to-one or relationship marketing means being able andwilling to change ones behaviour towards individual customer based on what the customer tells thecompany and what else the company knows about that customer.

There a

Q6. Write short notes on:

a) E-CRM

b) Customer Retention

(Meaning, opportunities and benefits-5, Meaning and Strategies-5) 10 marks

ANS:


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a)

E-CRM

A review of organisational mission/vision statements suggests that e-CRM companies are generallypositioning 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). Thisdiscrepancy could be partly attributed to very little empirical inquiry having appeared to date to assess theefficacy 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- MK0016- 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,

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)


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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)


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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

PROGRAMMBADS (SEM 4/SEM 6) MBAFLEX/ MBAN2 (SEM 4) PGDMMN (SEM 2)

SUBJECT CODE & NAMEMK0017- E-MARKETING

BK ID-B 1810

CREDIT & MARKS-4 Credits, 60 marks

Q1. What is e-mall? Explain the various types of online stores in an e-mall. (Definition of e-mall,

Various types of online stores) 2, 8

Answer:

e-Malls

e-Malls are Web sites that feature links to numerous online shopping sites. Some of these portals offer e-

wallet technology, so you only need to enter a credit card number and shipping information once, even if

you shop numerous online stores. e-Malls offer links for as many as 500 to 12,000 online stores.


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Q2. 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, 7

Answer.

Explanation of e-marketplace

An e-marketplace is a location on the Internet where companies can obtain or disseminate information,engage in transactions, or work together in some way. Most of the e-marketplaces provide two basisfunctions: 1) they allow companies to obtain new suppliers or buyers for company products,) developing

streamlined trading networks that make negotiating, settlement, and delivery more efficient. Currently e-marketplaces exist in many different industries.

Q3. Discuss the major legal and ethical issues in e-marketing.

A. Legal issues

B. Ethical issues

(Legal issues, Ethical issues)6,4

Answer.

Ingenealogy andlaw,issueusually means a person's lineal descendants, natural born children, their

children, and so on. These are distinguished fromheirs,which can include other kin such as a brother,

sister, mother, father, grandfather, uncle, aunt, nephew, niece, or cousin. This definition may besignificant with respect towills andtrusts.No issuemeans to have no natural descendants.

Q4. Explain the factors that influence e-consumers buying behaviour. (Definition of e-marketing,

Factors influencing) 2, 8

Answer:

Meaning and History of e-Marketinge-Marketing1 can be defined as 'Achieving marketing objectives through use of electronic

communications technology'. It can be described as an act of trying to achieve marketing objectives

through electronic or digital means. It can also be called as Electronic Marketing. Internet is used for most

e-Marketing2 campaigns, such as e-
http://en.wikipedia.org/wiki/Genealogyhttp://en.wikipedia.org/wiki/Lawhttp://en.wikipedia.org/wiki/Heirshttp://en.wikipedia.org/wiki/Will_(law)http://en.wikipedia.org/wiki/Trusts_and_estateshttp://en.wikipedia.org/wiki/Trusts_and_estateshttp://en.wikipedia.org/wiki/Will_(law)http://en.wikipedia.org/wiki/Heirshttp://en.wikipedia.org/wiki/Lawhttp://en.wikipedia.org/wiki/Genealogy


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Q5. 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)8,2

Answer.

Explanation of 2P+2C+3S formula

The marketing mix is built around the theory of transaction. These are explained by the exchange ofparadigm. The series of particular functions brings uniqueness to e-marketing. These can be synthesisedin the 2P + 2C+ 3S formula: personalisation, privacy, customer service, community, site, security, sales

promotion.T

Q6. Discuss the selling methods and sales promotion of E-marketing

(Explanation of Selling method, Explanation of sales promotion of e-marketing)5,5

Answer.

Selling method

Successful Internet marketing campaigns borrow heavily from traditional direct responsetechniques.These principles have been extensively tested, re-tested, and proven to be effective over time.

Use proven sales techniques

Ask for the order- as many times as you can with large BUY NOW or Add To Cart buttons positioned

near each

DRIVE - fall 2014

PROGRAM/SEMESTER- MBADS (SEM 4/SEM 6) MBAFLEX/ MBAN2 (SEM 4)

PGDMMN (SEM 2)

SUBJECT CODE & NAME- MK0018International Marketing

Q.NO.1 Discuss the different management orientations of a company. How does it affect

international marketing?

(Management orientations-6, Effect on international marketing-4) 10 marks

ANS:

Management orientations


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The form and substance of a companys response to global business opportunities depend greatly

on managements assumptions or beliefs both conscious and unconscious about the nature of

the world. The worldview of a companys personnel can be described as ethnocentric,

polycentric, regiocentric, and

Q.NO.2. Discuss how culture plays an important role in international marketing. Give

some examples of advertisements which failed due to lack of cultural understanding.

(Importance of culture in international marketing, Examples) 6, 4

ANS:

Importance of culture in international marketing

Culture is the way that we do things around here. Culture could relate to a country (national

culture), a distinct section of the community (sub-culture), or an organization (corporate culture).

It is widely accepted that you are not born with a culture, and that it is learned. So, culture

includes all that we have learned in relation to values and norms, customs and traditions, beliefs

and religions, rituals and artefacts (i.e. tangible

Q3. Explain different types of cost based pricing. (Types of cost based pricing,

Explanation) 2, 8

Answer:

Cost oriented export pricing methodThe cost oriented export pricing methods are based on costs incurred in the production of goods.

Total cost includes fixed costs and variable costs.

Thus, export pricing may be based on full cost (fixed and variable) or only the variable cost. A

reasonable profit will be added to the base cost to arrive at the export pricing. Thus, cost oriented

export pricing method may be (i) full cost method and (ii) variable cost or marginal cost method.

Q4. Tobacco companies are targeting China as Chinese are heavy smokers. Which

segmentation is this and what are the other international market segmentations? (Tobacco

companies in china segmentation, other segmentation)


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Answer:

Tobacco companies segmentation is Behavioural segmentation

Behavioural segmentation focuses on whether people buy and use a product, as well as how

often and how much they use it. Consumers can be categorized in terms of usage ratesfor

example, heavy, medium, light, and nonuser. Consumers can also be segmented according touser status: potential users, nonusers, ex-users, regulars, first-timers, and users of competitorsproducts. Although bottled water may be considered a

Q.NO.5 Write short notes on:

a) e Marketing

b) Spot and forward rates

(a. meaning and benefits of e Marketing

b) meaning and role of spot and forward rates) 5, 5

ANS:

a) e Marketing

E marketing refers to the use of the Internet and digital media capabilities to help sell your

products or services. These digital technologies are a valuable addition to traditional marketing

approaches regardless of the size and type of your business. E-marketing is also referred to as

Internet marketing (i-marketing), on

Q6. Discuss the role and activities of World Bank. (Role and activities of world bank) 2, 8

Answer:

Role: Thus far, the World Bank has had limited, but important involvement in aging issues with

its client countries. This limited involvement reflects the fact that most of the Bank's poorer

clients have a relatively young population, so that the current lending program is focused mainly

on the needs of the younger age groups, such as poor mothers and children. At the same time,

age composition is changing rapidly in these

smu 4th sem marketting assignments

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