smu mba marketing (mk) semester 4 fall 2017 solved assignment
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SMU MBA MARKETING (MK) SEMESTER 4 FALL
2017 SOLVED ASSIGNMENT
SMU MBA FALL 2017 SOLVED ASSIGNMENT
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MK0015 Services Marketing and Customer Relationship
Management
1 Define Services. Explain various characteristics of Services.
2 What are the criteria on which grouping of customers are done in market
segmentation?
3 Write short notes on:
a. Frontal Attack
b. Flanking Attack
c. Bypass Attack
d. Guerrilla Attack
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4 What are the various alternative strategies used in Marketing Services?
5 What do you mean by Customer Relationship Management (CRM)? What are the
four important steps that service providers should bear in mind while implementing
one-to-one marketing?
6 What are the basic requirements for CRM implementation in an organization?
Explain the basic requirements for CRM implementation in an organization
10
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SMU MBA FALL 2017 SOLVED ASSIGNMENT
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MK0016 Advertising Management and Sales Promotion
1 Define Advertising by highlighting its various characteristics. What are the various
objectives of Advertising?
2 Explain the factors that affect Marketing and Advertising in India.
3 Explain the various types of Advertising copy.
4 What do you mean by Advertising Budget? What are the various factors influencing
Budget Setting?
5 Explain the various innovative use of mass media in Rural Marketing.
6 Explain the various Civil and Penal Codes applicable to Advertising.
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MK0017 E-MARKETING
1. Explain Front-end & Back-end activities of Infrastructure: Building a Product
system. Explain Digital Products.
Answer: Front-end
Front-end is the portion of an e-seller’s business processes through which customers
interact, including the seller’s portal, electronic catalogues, a shopping cart, a search engine
and a payment gateway. For example, when we book a hotel through a Website, we find the
brand through the search engine, go through the electronic catalogue, and make the
payment through the payment gateway maintained by entities such as HDFC or Axis Bank.
2. List and explain the types of online stores in E-Malls and Parties in an E-
Marketplace
Answer: Types of Online stores:
An e-mall is an online shopping centre in which there are many online, or virtual, stores. The
basic four types of online stores have been explained below:
3. Elaborate on the Internal and External Considerations of Situational Analysis
Answer: Internal and External Considerations of Situational Analysis
Internal Considerations
Internal considerations include organizational structure and culture, SWOT analysis of
workforce, existence of competitive advantage, and budget.
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4. Explain the 4 P’s in E-Marketing along with the additional 3P’s in E-Marketing of
Services
Answer: a) Explanation to the 4 P’s in E-Marketing
The term ‘marketing mix’ was coined by Neil H. Borden of Harvard Business School, who
explained the concept in his article The Concept of the Marketing Mix in 1964. The article
elaborated the elements of the marketing mix, which he explained were necessary
ingredients for creating a balanced and attractive offering to customers. It was Professor E.
Jerome McCarthy who divided the mix into the 4Ps – product, price, promotion and place.
5. Elaborate on the Word-of-Mouth Marketing Techniques
Answer: Word-of-Mouth Marketing Techniques
Word-of-mouth marketing, also called word-of-mouth advertising, is one of the most credible,
unpaid forms of marketing—oral or written—wherein satisfied customers tell other people
how much they like a business, product, service, or event. Word-of-mouth techniques of e-
marketing include:
6. Write short notes on:
a) Customer Metrics
b) E-mail/Direct Metrics
c) On-site Web analytics technologies
Answer: a) Customer Metrics
Customer metrics includes numerical scores or indices that summarize customer feedback
results. These scores are normally based on customer ratings (e.g., average satisfaction rating
with product quality) or open-ended customer comments (via sentiment analysis). Customer
metrics reflect the underlying characteristic/mental processes about your customers:
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SMU MBA FALL 2017 SOLVED ASSIGNMENT
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MK0018 International Marketing
1 Differentiate between GATT and WTO
Answer: GATT: The General Agreement on Tariffs and Trade (GATT) was based on
conventions and not considered as an international institution. It was set up in 1947. At that
time, it comprised only 23 countries. Negotiations for the GATT started in the late 1940s with
an aim to reconstruct a multilateral system of world trade through the elimination of
discrimination, the reduction of tariffs and the dismantlement of other trade barriers.
2 Write short notes on the following:
A. International franchising
B. International contract manufacturing
Answer:
A. International franchising
Franchising is a special form of licensing in which the franchisor makes a total marketing
programme available, including the brand name, logo, products and method of operation.
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3 What are the stages in which international markets are screened and analysed?
Answer: There is a four-stage process for screening and analysing international markets;
preliminary screening, estimating market potential, estimating sales potential and identifying
segments in the target market.
4. What is counter-trade? Describe the various types of counter-trade.
Answer: Counter-Trade
Counter-trade is one of the oldest forms of trade wherein the buyer pays something other
than money for purchase of goods and services. It is a practice that requires a seller as a
condition of sale to commit contractually to reciprocate and undertake certain business
initiatives that compensate and benefit the buyer.
5 Briefly discuss the role of sales promotion and personal selling in international
marketing.
Sales Promotion
Answer: Sales promotion is an important tool of marketing communication because it is
directed at consumers, and it involves such activities like couponing, sampling, premiums,
consumer education and demonstration activities, cents-off packages, point-of-purchase
materials and direct mail.
6 Write short notes on the following:
a. Bill of Exchange
b. Packing list
c. Air way bill
d. Certificate of origin
e. Consular invoice
Answer:
a. Bill of Exchange – A Bill of Exchange (B/E) is an unconditional order in writing by
the exporter to the importer asking the importer to make the payment of a certain
amount. The exporter is called the drawer and the importer is called the drawee here.
When a draft bill is drawn on a foreign firm, it is termed as a foreign draft or bill of
exchange.
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