ASSIGNMENT
DRIVE SUMMER 2014
PROGRAM MBADS (SEM 4/SEM 6)
MBAFLEX/ MBA (SEM 4)
PGDMMN (SEM 2)
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.
Explanation about market identification
3
Explanation about each role 7 10
2
Discuss the purchase process of a service customer.
Definition of consumer behaviour and service 3
Purchase process of a service customer 7 10
3
“Interaction plays a lead role in building customer relationships”. Explain Customer
Information Management (CIM) in this context.
Definition of CIM 2
Explanation about CIM 8 10
4
Explain gap analysis in detail.
Explanation about gap analysis 2
Explanation about each gaps 8 10
5
Explain the benefits and opportunities of an effective e-CRM.
Definition of e-CRM 2
Opportunities and benefits of e-CRM 8 10
6
Discuss different customer retention strategies.
Definition of customer retention 2
Retention strategies 8 10
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.
ASSIGNMENT
DRIVE SUMMER 2014
PROGRAM MBADS (SEM 4/SEM 6)
MBAFLEX/ MBA (SEM 4)
PGDMMN (SEM 2)
SUBJECT CODE & NAME MK0016- Advertising Management and Sales Promotion
BK ID B1809
CREDIT & MARKS 4 Credits, 60 marks
Q.No Questions Marks Total Marks
1
Discuss the DAGMAR approach in setting objectives and measuring effectiveness of
advertising.
Meaning of DAGMAR approach 2
Explanation of DAGMAR approach 8 10
2
What is Gestalt psychology? Explain with examples how it resembles the way a person fits
in the advertising message with his/her existing knowledge.
Discussion about Gestalt psychology 3
Explanation 7 10
3
Advertising is a paid form of communication. It has gained its significance since it attempts
to build a positive attitude towards a product. Explain the characteristics and objectives of
advertising.
Definition of advertising 2
Characteristics 4
objectives 4 10
4
What is “above the line” and “below the line” activities with respect to marketing
communications? Explain the concept in detail.
Define media 2
Explanation of the concepts 8 10
5
Describe the AIDA model of consumer response hierarchy with the help of diagram.
Explanation of AIDA model 8
Diagram 2 10
6
Describe some of the strategies for effective marketing and advertising in rural market.
Discuss the nature of rural market 2
Strategies 8 10
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.
ASSIGNMENT
DRIVE SUMMER 2014
PROGRAM MBADS (SEM 4/SEM 6)
MBAFLEX/ MBA (SEM 4)
PGDMMN (SEM 2)
SUBJECT CODE & NAME MK0017- E-MARKETING
BK ID B1810
CREDIT & MARKS 4 Credits, 60 marks
Q.No Questions Marks Total Marks
1
Functions of E-marketing are represented by 2P+2C+3S formula (Personalisation, privacy,
customer service, community, site, security, and sales promotion). These functions form the
framework of an e-marketing strategy. Discuss this formula with a diagrammatic
representation.
Explanation of 2P+2C+3S formula in detail 8
Diagram 2 10
2
What is e-mall? Explain the various types of online stores in an e-mall.
Definition of e-mall 2
Various types of online stores 8 10
3
Discuss the major legal and ethical issues in e-marketing.
A. Legal issues
6
B. Ethical issues 4 10
4
Discuss the selling methods and sales promotion of E-marketing.
Explanation of Selling methods 5
Explanation of sales promotion of e-marketing 5 10
5
Explain the factors that influence e-consumer’s buying behaviour.
Definition of e-marketing 2
Factors influencing 8 10
6
An electronic marketplace (e-marketplace) refers to a website created for common interest.
It integrates the online and physical component of a company. Discuss the five kinds of
partners in an e-marketplace.
Explanation of e-marketplace 3
Five kinds of partners in an e-marketplace 7 10
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.
ASSIGNMENT
DRIVE SUMMER 2014
PROGRAM MBADS (SEM 4/SEM 6)
MBAFLEX/ MBA (SEM 4)
PGDMMN (SEM 2)
SUBJECT CODE &
NAME
MK0018– International Marketing
BK ID B1199
CREDIT & MARKS 4 CREDITS, 60 MARKS
Q.No Questions Marks Total Marks
1 Discuss the different management orientations of a company. How does it affect
international marketing?
Management orientations
Effect on international marketing
6
4
10
2 It is very important to analyze the politico- legal environment of a country in
international business. Comment.
Discuss the statement 10 10
3 Compare GATT and WTO and discuss the implications of WTO on international
marketing.
Comparison
Implications of WTO
5
5
10
4 Nestle is marketing bottled water to Pakistan. Which segmentation it adopts there
and what are the other international market segmentations?
Nestle’s segmentation
Bases of segmentation
3
7
10
5 Write short notes on:
a) International packaging
b) International logistics planning
a) role and problems with packaging
b) meaning and components of logistics
5
5
10
6 Select a product of your choice for export and explain how you will do the pricing
and costing of that product.
Choosing the product
Export pricing and costing
2
8
10
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.
S
DRIVE SUMMER 2014
PROGRAM MBADS (SEM 4/SEM 6)
MBAFLEX/ MBA (SEM 4)
PGDMMN (SEM 2)
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.
Explanation about market identification
3
Explanation about each role 7 10
2
Discuss the purchase process of a service customer.
Definition of consumer behaviour and service 3
Purchase process of a service customer 7 10
3
“Interaction plays a lead role in building customer relationships”. Explain Customer
Information Management (CIM) in this context.
Definition of CIM 2
Explanation about CIM 8 10
4
Explain gap analysis in detail.
Explanation about gap analysis 2
Explanation about each gaps 8 10
5
Explain the benefits and opportunities of an effective e-CRM.
Definition of e-CRM 2
Opportunities and benefits of e-CRM 8 10
6
Discuss different customer retention strategies.
Definition of customer retention 2
Retention strategies 8 10
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.
ASSIGNMENT
DRIVE SUMMER 2014
PROGRAM MBADS (SEM 4/SEM 6)
MBAFLEX/ MBA (SEM 4)
PGDMMN (SEM 2)
SUBJECT CODE & NAME MK0016- Advertising Management and Sales Promotion
BK ID B1809
CREDIT & MARKS 4 Credits, 60 marks
Q.No Questions Marks Total Marks
1
Discuss the DAGMAR approach in setting objectives and measuring effectiveness of
advertising.
Meaning of DAGMAR approach 2
Explanation of DAGMAR approach 8 10
2
What is Gestalt psychology? Explain with examples how it resembles the way a person fits
in the advertising message with his/her existing knowledge.
Discussion about Gestalt psychology 3
Explanation 7 10
3
Advertising is a paid form of communication. It has gained its significance since it attempts
to build a positive attitude towards a product. Explain the characteristics and objectives of
advertising.
Definition of advertising 2
Characteristics 4
objectives 4 10
4
What is “above the line” and “below the line” activities with respect to marketing
communications? Explain the concept in detail.
Define media 2
Explanation of the concepts 8 10
5
Describe the AIDA model of consumer response hierarchy with the help of diagram.
Explanation of AIDA model 8
Diagram 2 10
6
Describe some of the strategies for effective marketing and advertising in rural market.
Discuss the nature of rural market 2
Strategies 8 10
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.
ASSIGNMENT
DRIVE SUMMER 2014
PROGRAM MBADS (SEM 4/SEM 6)
MBAFLEX/ MBA (SEM 4)
PGDMMN (SEM 2)
SUBJECT CODE & NAME MK0017- E-MARKETING
BK ID B1810
CREDIT & MARKS 4 Credits, 60 marks
Q.No Questions Marks Total Marks
1
Functions of E-marketing are represented by 2P+2C+3S formula (Personalisation, privacy,
customer service, community, site, security, and sales promotion). These functions form the
framework of an e-marketing strategy. Discuss this formula with a diagrammatic
representation.
Explanation of 2P+2C+3S formula in detail 8
Diagram 2 10
2
What is e-mall? Explain the various types of online stores in an e-mall.
Definition of e-mall 2
Various types of online stores 8 10
3
Discuss the major legal and ethical issues in e-marketing.
A. Legal issues
6
B. Ethical issues 4 10
4
Discuss the selling methods and sales promotion of E-marketing.
Explanation of Selling methods 5
Explanation of sales promotion of e-marketing 5 10
5
Explain the factors that influence e-consumer’s buying behaviour.
Definition of e-marketing 2
Factors influencing 8 10
6
An electronic marketplace (e-marketplace) refers to a website created for common interest.
It integrates the online and physical component of a company. Discuss the five kinds of
partners in an e-marketplace.
Explanation of e-marketplace 3
Five kinds of partners in an e-marketplace 7 10
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.
ASSIGNMENT
DRIVE SUMMER 2014
PROGRAM MBADS (SEM 4/SEM 6)
MBAFLEX/ MBA (SEM 4)
PGDMMN (SEM 2)
SUBJECT CODE &
NAME
MK0018– International Marketing
BK ID B1199
CREDIT & MARKS 4 CREDITS, 60 MARKS
Q.No Questions Marks Total Marks
1 Discuss the different management orientations of a company. How does it affect
international marketing?
Management orientations
Effect on international marketing
6
4
10
2 It is very important to analyze the politico- legal environment of a country in
international business. Comment.
Discuss the statement 10 10
3 Compare GATT and WTO and discuss the implications of WTO on international
marketing.
Comparison
Implications of WTO
5
5
10
4 Nestle is marketing bottled water to Pakistan. Which segmentation it adopts there
and what are the other international market segmentations?
Nestle’s segmentation
Bases of segmentation
3
7
10
5 Write short notes on:
a) International packaging
b) International logistics planning
a) role and problems with packaging
b) meaning and components of logistics
5
5
10
6 Select a product of your choice for export and explain how you will do the pricing
and costing of that product.
Choosing the product
Export pricing and costing
2
8
10
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.
S
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