Services Marketing and Customer Relationship

jounce 2010 (Jan-Jun) Master of Business Administration-MBA Semester 4 MK0006 Services selling and Customer Relationship Management 2 ascribe (Book ID xxxxxxx) Assignment Set- 1 (30 Marks) Note Each interrogate carries 10 Marks. Answer all the questions. Q. 1 a. What do you mean by physical evidence in services? Give examples. (5 marks) b. Write a note on service development. (5 marks) Q. 2 a. Briefly rationalise the terms customer expectation and customer perception. (6 marks) b. What are the different bases for segmentation? 4 marks) Q. 3 Recall the different services offered in a bank. Evaluate the different characteristics of services that you found excellent, clean and poor in the particular bank. How do you think the bank can improve its services? (10 marks) Spring 2010 (Jan-Jun) Master of Business Administration-MBA Semester 4 MK0006 Services Marketing and Customer Relationship Management 2 Credits (Book ID xxxxxxx) Assignment Set- 2 (30 Marks) Note Each question car ries 10 Marks. Answer all the questions. Q. 1 a. deal strategy formulation and implementation in services. (4 marks) b. Explain the scope of CRM. (6 marks) Q. 2 a. What do you mean by CRM? What are the emerging trends in CRM? (5 marks) b. Write a note on service quality with an illustration. (5 marks) Q. 3 Determine a service marketing mix for an established airline. Assume that the airline operates in more than than 30 different countries and its customers are mostly regular ones. How can it distinguish its services from other competing airlines, so as to attract newer passengers? (10 marks)