Fall/August 2012

Master of Business Administration - MBA Semester 4

MK0015 – Service Marketing & Customer Relationship Management - 4 Credits

Assignment Set- 1 (60 Marks) Note: Each question carries 10 Marks. Answer all the questions.

Q.1 Mention the bases for segmentation of services with examples.

Q.2 Explain service quality concept. Evaluate the growth of services marketing.

Q.3 Briefly explain the five factors that influence the level of adequate service.

Q.4 Discuss service quality measurement and service mapping.

Q.5 Explain hard and soft customer defined standards. Compare flexible services

and standard services.

Q.6 Define service sector in India and classify the major service sectors.

Fall/August 2012

Master of Business Administration - MBA Semester 4

MK0015 – Service Marketing & Customer Relationship Management - 4 Credits

Assignment Set- 2 (60 Marks) Note: Each question carries 10 Marks. Answer all the questions.

Q.1 Explain the types of new service developments and its stages

Q.2 What is service differentiation? Explain service differentiation strategies

Q.3 What are the different stages in which organisations choose innovative

operational methods?

Q.4 What are the various levels of customer satisfaction? How important is a plan

or methodology to initiate customer responses?

Q.5 Categorise the marketing mix in insurance sector & airline industry .

Q.6 Define the elements of strategic management. Mention the technical options in

the service marketing.