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MKT401- Services Marketing and Customer Relationship Management
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Assignment Set-1
1 Write Short Notes on 7Ps of service marketing mix and Characteristics of service.
Answer: Service Marketing Mix: 7Ps

You must be familiar with the 4Ps of the marketing mix, that is, product, place, price and promotion.
2 Write short notes on:
a. Frontal Attack
b. Flanking Attack
c. Bypass Attack
d. Guerrilla Attack

a. Frontal attack
This involves the challenger taking on the defender head on. The challenger attacks the main market of the market leader by launching a product with a similar or superior marketing mix.
3. Explain Customer Relationship Management (CRM). What are the various types of CRM?

Answer: Customer relationship management (CRM) has to be focused on aligning the business processes with customer strategies employed by the firm. Customer relationship management can be very useful if it works.
Assignment Set -2
1 What are the various opportunities and benefits of e-CRM? What are the various ways in which e-CRM can be leveraged as a source of competitive advantage?
Answer: Opportunities and benefits of e-CRM

e-CRM is the effective use of the internet as well as various touch-points as well other means of using telecommunications to better manage and initiate ties with existing and potential customers. Today, several e-CRM programs are executed and managed.

2. What do you mean by Customer Life Cycle? What are the various challenges faced by an organisation in implementing CRM?
Answer: Customer Life Cycle

Customer life cycle focuses on understanding the different stages of life of a customer and the value attached to each stage for delivery of need-based products and services at his doorstep.
3. What are the various steps that should be taken to avoid the challenges and pitfalls in e-CRM?
Answer: The reasons for establishing an e-CRM system are several, ranging from improving the number and quality of leads, services to retaining customers. It is worth remembering that a system is as good as the people who drive it. The following steps can be taken to avoid these challenges and pitfalls:

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MKT402 Advertising Management and Sales Promotion

1. What are the major factors that affect marketing and advertising in India?
Answer: Factors that Affect Marketing and Advertising
There are some factors which deeply influence our thinking about advertising in India. These factors are entirely different from the last century and perhaps from other developing countries.
2 Write short notes on DAGMAR and Communication Process.
Answer: The DAGMAR Approach to Setting Objectives and Measuring Advertising Effectiveness
Defining Advertising Goals for Measured Advertising Results (DAGMAR) is a model devised by Russell H. Colley in 1961 in which advertising objectives can be set in a way that the results of an ad campaign can be measured and quantitatively monitored.
3 What are the various factors that need to be considered while setting advertising budget?
Answer: Factors Influencing Budget Setting
Various factors, such as the following, have to be considered while setting the budget:
• Product
• Competition
• Market share
• Market situation
• Distribution system
• Sales decay rate
• Unexploited sales potential

Let us now discuss these factors.
Assignment Set -2
1 What are the various evolving consumer segments?
Answer: Evolving Consumer Segments
Demographic changes are just the basic factors that influence advertising. The influences of consumer groups or segments, the type of segments, their behaviour, attitude changes, buying patterns, consumption style, aspirations, the amount of disposable income in hand, their choices – all these factors will definitely have an impact on advertising, advertising budget, message structure, media vehicle used, etc.
2 Write short notes on The Advertising Standards Council of India (ASCI) and The Monopolies and Restrictive Trade Practices Act, 1969
Answer: The Advertising Standards Council of India (ASCI)
The advertising community of India is by and large responsible and keeps out of blatant malpractices.
3. What do you mean by Sales Promotion? What are the various Tools and Techniques of Consumer Sales Promotion?
Answer: Sales promotion is a collection of tools that stimulate quicker or greater purchase of products by consumers or trade in the short run. The American Marketing Association defines sales promotion as “media and non-media marketing pressure applied to a pre-determined, limited period of time in order to stimulate trial, increase consumer demand or
improve product quality.”

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1 Discuss the history of e-marketing. What are the benefits of e-marketing?
Answer: History of E-Marketing

Initially, Websites and e-mails were merely names on online brochures. This captured the customer’s attention, as they could send and receive e-mails to and from the company. More importantly, customers had a new interface to become familiar with a company – the Website.
2. What is an e-storefront? Explain its importance in an e-business.
Answer: E-Storefront

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, is called the e-storefront.
3. Explain why situational analysis is important while formulating an e-marketing plan.
Answer: Importance of situational analysis while formulating an e-marketing plan.
Situational analysis takes into account internal and external factors that affect company.

1. Explain the advertising media commonly used by businesses to implement their e-marketing plans.
Advertising media commonly used by businesses to implement their e-marketing plans.
E-marketing is about getting catching the customers’ attention in every way possible. This can be done through advertising on search engine, social media or any other online forum where one will be able to attract customers or reach them with a commercial message. In order to implement an e-marketing plan, companies utilize various advertising media such as e-mail, Website, SMS, etc.

2. What are 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:

3. Define patent & trade secrets in Digital Property. Differentiate between patents and trade secrets.
Patents: A patent is a form of intellectual property. It is a set of exclusive rights granted by a sovereign state to an inventor or their assignee for the exchange for the public disclosure of an invention.
MKT404– 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.
2 Write short notes on the following:
A. International franchising
B. International contract manufacturing

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.
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.


1. 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.

2 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.
3 Write short notes on the following:
a. Bill of Exchange
b. Packing list
c. Air way bill
d. Certificate of origin
e. Consular invoice


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.

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