MK0015- SERVICES MARKETING & CUSTOMER RELATIONSHIP MANAGEMENT

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SUBJECT CODE & NAME

MK0015- SERVICES MARKETING & CUSTOMER RELATIONSHIP MANAGEMENT

BK ID

B1808

CREDIT & MARKS

4 Credits, 60 marks

Q.No

Questions

Marks

Total Marks

1 Given your understanding of market identification, elaborate on how, in terms of market share, a firm is expected to play certain roles.

2 Discuss the purchase process of a service customer.

3 “Interaction plays a lead role in building customer relationships”. Explain Customer Information Management (CIM) in this context.

4 Explain gap analysis in detail.

5 Explain the benefits and opportunities of an effective e-CRM.

6 Discuss different customer retention strategies.

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