The document is an assignment for a marketing course covering services marketing and customer relationship management. It provides details of 6 questions to be answered as part of the assignment, including the evaluation scheme for each question. The questions cover topics like service positioning, gap analysis, customer interaction management, conflicts in marketing services, steps for one-to-one marketing, and short notes on e-CRM and customer retention. Full answers to the questions are also provided in the document for reference.

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ASSIGNMENT
DRIVE
PROGRAM
SUBJECT CODE & NAME
SEMESTER
BK ID
CREDITS
MARKS
WINTER 2013
MBADS – (SEM 4/SEM 6) MBAN2 / MBAFLEX – (SEM 4)
PGDROMN – (SEM 2)
ML0016-Advertising Management and Sales Promotion
4
B1809
4
60
Note: Answer all questions. Kindly note that answers for 10 marks questions should be
approximately of 400 words. Each question is followed by evaluation scheme.
1 Do you agree that humour content in advertisement leads to better results? Support your view
with examples.
Explanation of statement
Examples
Answer : Prior investigations of the impact of humor on advertising message comprehension have
generally found humorous commercials to be no more effective than comparable serious messages.
This study re-examines humor's influence by focusing on type of humor measurement (manipulated
vs. perceived) and humor location in the advertisement. Findings indicate that humor (in the form of
a one-line joke) does promote message comprehension, and offer support for information
processing and operant conditioning
2 Experts have found that consumers often respond to messages in a hierarchical order of
behaviour. Throw light on communication response hierarchy in this context.
Answer : A consumer is the ultimate user of a product or service. The overall consumer market
consists of all buyers of goods and services for personal or family use, more than 270 million people
(including children) spending trillions of dollars in the United States as of the late 1990s.
Consumer behavior essentially refers to how and why people make the purchase decisions they do.
Marketers strive to understand this behavior so they can better formulate appropriate marketing
stimuli that will result in increased sales and

2. 3 Explain the role of a media planner and media buyer.
Answer : Media planners identify the best mix of media channels to deliver an advertising message
to a clients' target audience. Using research data, they consider what is going to be most effective
within the budget allocated and give the client's product or service maximum exposure.
Media planners discuss advertising strategy with their clients, analyse and research the target
audience's character, advise the creative team and clients about the most effective media
combination and present media proposals.
4 Explain the strengths and limitations of direct marketing. List few products which are suitable for
direct marketing.
Explanation of strengths
Explanation of Weaknesses
Listing of products suitable
Answer : Explanation of strengths
This, apparently, confuses some people, since I also work in and write about branding, which they
don't think belongs with marketing, but rather with advertising. In case anyone has missed my
broken-record comment, branding belongs just as much--if not more--to marketing as it does to
advertising. Branding is about relationships, and relationships get created, nurtured, and leveraged
by marketers.
But this week I want to get more specific about the role of marketing in the branding effort. I want
to get you all thinking about what an excellent partner direct marketing is in the branding effort.
Why? Because I think that it is high tim
5 “Kids are the new age customers”. Do you agree with this statement? Explain Brat Power in this
connection.
Answer : Some kids can get whatever they want by screaming at their parents until they give in. "I
want a pony" is one common demand of these types.
6 Write short notes on:
a) Stereotyping in advertisement
Answer : Marketers are constantly seeking ways to make their products more easily identifiable to
specific groups of end users. In some cases, they may intentionally or unintentionally use

3. stereotyping to show a product as appealing to their desired target market or in an attempt to
interject humor into the ad. Advertising stereotypes are often race- or gender-based in nature.
Child Gender Roles
b) Regulation governing Broadcast Media Advertising
Answer : By contrast to the press, radio and television broadcasting were subject from the beginning
to high levels of restriction, sometimes involving public control approaching a condition of
censorship. The general concept of social responsibility and public interest lies at the core of the
broadcasting model, although there are several variants as well as weaker (as in the USA) or stronger
forms (as in Europe). The main difference is between systems that are within public ownership and
control and those that operate commercially, but subject to licensing conditions and public scrutiny.
The main reasons for the high regulation of broadcasting
Dear students get fully solved assignments
Send your semester & Specialization name to our mail id :
“ help.mbaassignments@gmail.com ”
or
Call us at : 08263069601
(Prefer mailing. Call in emergency )
ASSIGNMENT
DRIVE WINTER
PROGRAM
SUBJECT CODE & NAME
SEMESTER
BK ID
CREDITS
MARKS
2013
MBADS – (SEM 4/SEM 6) MBAN2 / MBAFLEX – (SEM 4)
PGDROMN – (SEM 2)
ML0015 - SERVICES MARKETING AND CUSTOMER
RELATIONSHIP MANAGEMENT
4
B1808
4
60
Note: Answer all questions. Kindly note that answers for 10 marks questions should be
approximately of 400 words. Each question is followed by evaluation scheme.
Q1. “Positioning a service in the marketplace is much like positioning a product”.
Explain Service positioning and its purpose with the help of an example.
(Explanation of service positioning-2, Explanation of purposes-6, Example-2) 10 marks
ANS:
Service positioning: To position a service, you need to carry on customer research program. This
program helps you to identify what newspapers and magazines your customers are reading. It will

4. tell you where the customers get their information from. And it should tell you which media they are
using for information about any service. Your market targeting survey and customer research will
help to choose a proper media that is best for reaching your customers. We have discussed how we
can target and reach customers. Now, we will move on to positioning of services. Positioning is the
process of designing a company's service offers and images so that, it acquires an individual and
valued position in the minds of the customers. The objective of positioning a service is to ensure that
it occupies a
Q2. Elaborate GAP analysis in detail.
(Explanation of GAP Model)
ANS:
GAP Model and GAP analysis: A gap analysis helps bridge that space by highlighting which
requirements are being met and which are not. The tool provides a foundation for measuring the
investment of time, money and human resources that's required to achieve a particular
outcome. The gaps model was first introduced in the year 1985 and it provides an excellent structure
to manage service excellence and customer-driven innovation. This model offers an incorporated
view of the relationship between the customer and the company. This model is based on a
substantial research performed by several service providers. As in the Gronroosjyku model, it shows
the perception gap and summarise the contributory elements. The provider gaps are those that
happen within the organisation. It is the difference between the expectations of the customer and
the understanding; the firm has regarding those expectations. Most of the organisations fail to meet
the client expectations due to their lack of
Q3. “Interaction plays a lead role in building customer relationships”.
Explain CIM in this context.
(Explanation of CIM, Explanation of Methods) 10 marks
ANS:
Customer Interaction Management
Customer Interaction Management constitutes the customer relationship technologies with addition
of technology-based interactive solution. The interactive channels that are currently available enable
very effective customer interactive communications which leads to customer interaction
management, which is an important dimension of customer relationship management. A
management system is required to manage this relationship between the company and customer.
This management system is called Customer Relationship Management (CRM). CRM provides
information regarding the customers to the organisation.CRM can benefit both the company and the
Q4. What are the various types of conflicts in marketing services?
(Explanation of types) 10 marks
ANS:
Types of conflicts
There are five different conflicts given below. There are certain occasions when these modes need
to be used or applicable. Let us briefly explain those situations and the behavioural aspects that
need to be possessed by the marketing personnel while dealing with the customers.
Competing: It is called as uncooperative mode. This competing mode helps in situations:

5. Q5. Elaborate the important steps that service providers should bear in mind while implementing
one to one marketing. (Explanation) 10 marks
ANS:
The mechanics of one-to-one marketing are complex. It is one thing to train the sales staff to be
warm and attentive, and quite another to identify, track and interact with an individual customer
and then reconfigure product or service to meet that customer’s needs. One-to-one marketing
involves gearing the organization to deal with valuable customers on an individual basis. This is not
unattainable, but the effort should be worth the benefits that accrue. One-to-one or relationship
marketing means being able and willing to change one’s behaviour towards individual customer
based on what the customer tells the company and what else the company knows about that
customer.
There are four important steps for implementing one-to-one marketing.
Q6. Write short notes on:
a) E-CRM
b) Customer Retention
(Meaning, opportunities and benefits-5, Meaning and Strategies-5) 10 marks
ANS:
a)
E-CRM
A review of organisational mission/vision statements suggests that e-CRM companies are generally
positioning themselves as exemplars of customer satisfaction provision and relationship
management. However, recent industry analysis suggests that their organisational customers
generally report low to ambivalent ratings on customer satisfaction measures (our study also
supports these findings). This discrepancy could be partly attributed to very little empirical inquiry
having appeared to date to assess the efficacy of existing relationship marketing theories within this
fast-moving industry. The current study provides an exploratory investigation that looks at the wellestablished (in other marketing settings) relative influences of quality, customer satisfaction, and
loyalty in the formation of future purchase intentions and word-of-mouth behaviours within the eCRM industry. Electronic CRM concerns all forms of managing relationships with customers making
use of Information Technology (IT). Today, e-service is an important strategic marketing
consideration for many industries, based largely on the promise of more cost-effective models of
self-service relative to large and also quite expensive call centres for technical support and
Dear students get fully solved assignments
Send your semester & Specialization name to our mail id :
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or
Call us at : 08263069601
(Prefer mailing. Call in emergency )