PROGRAM - MBA

SEMESTER - 4
SUBJECT CODE & NAME - MK0015 Services
Marketing and Customer Relationship Management
1. Discuss the issues that need to be addressed by
a firm before it sets out targeting goals.
Targeting
Customers form the most integral part of service production as well as marketing.
The service process is begun by identifying and then targeting the right customers.
It is important for every firm to specify the target group before launching a service
product. A huge marketplace holds a variety of customers with different
preferences, needs and expectations. It is important to zero down on the right
segment of customers. While formulating a strategy for identifying the
target segment, the following issues need to be addressed.
1. As far as the selection of the customers is concerned, the firm must begin by
finding the good fit. The market should be analysed only for customers needs. At
the same time, the firms potential should correspond with the expectations.

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2.
Briefly discuss Service Marketing Mix with
suitable examples.

Service Marketing Mix: 7Ps

You must be familiar with the 4Ps of the marketing mix, that is, product, place, price
and promotion. These are the four key elements that an organization uses in order
to communicate with its customers. The term mix implies that the four elements are
interdependent and together they form the core variables of any marketing plan
that an organization puts forth. In the case of service marketing mix, these four
elements play a crucial role. However, the marketing mix for services has three
additional Ps, that is, people, process and physical evidence.

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3. Describe the Howard Sheth model of customer
Behaviour.
Howard Sheth model
Simple models of buyer behaviour understand it to be made up of an underlying
need triggering of a search for need satisfying solutions. When possible solutions
have been identified, these are evaluated according to some criteria. The final
purchase decision is seen as a product of the interaction between the final decision
maker and a range of influencers. After purchase and consumption, consumers
develop feelings about their purchases which influence future decisions. Service
purchase decision process can be a complex iterative process involving large
number of influencers and diverse decision criteria. In other words, service
processes are contingent on certain rules and conditions that appear

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4. Briefly discuss impact & importance of IT for
Education & Banking sector?
IT in the Education sector
Some interesting developments and uses of IT in education are as follows:
Computer-based Training (CBT): Progressive educational institutions can
conduct classroom sessions using what is known as CBT. Each student will sit at a
computer terminal which operates software that
presents course material in interactive sessions. It includes refreshers and quizzes
of the material presented to reinforce the students understanding. The benefits of
such learning software are that the student can learn at their own pace, and it
allows the student to explore and discover ideas and concepts within the material
rather than learning by rote.

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5. Describe the nature of service marketing.

Nature of Service Marketing
Service marketing is marketing based on relationship and value. It may be used to
market a service or a product that is defined under service activities. Marketing a
service-based business is different from marketing a goods based business. For one,
it is not easy to put a price to the service. Also, service firms are organized in a
different manner in terms of structure. Determining costs becomes even more
difficult in the non-profit sector wherein there are many limitations. All these
reasons make it essential for marketing of services to be done in a different manner.
Given the spectrum of educational marketing, services marketing is relatively
gaining momentum on that ground. As companies are moving away from industrial
economies, services and its importance are

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6. Write short notes on:

a) e-CRM
b) Customer Life Cycle
a) e-CRM

The basic idea of e-CRM comes from e-commerce. Essentially, e-CRM differs from
CRM in terms of the technology and the syntactical nature of interface with
customers. Typically an e-CRM would provide customers with a self-service browser
based window on which they may have greater autonomy to surf different schemes
and offers. Additionally, an e-CRM will also be able to generate a history of
purchases, e-mails where they will get updates and such like. In other words, e-CRM
has been designed to monitor all forms of managing relationships with customers
using IT or information technology. The main objective of e-CRM is to integrate data
by using internal organization resources and external marketing
strategies to understand and carry out customer needs and requirements. The
overall goal can be mapped as a process that effectively deals with managing
different relationships with customers and

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