ASSIGNMENT QUESTION PAPER
DRIVE FALL 2014
PROGRAM MBADS (SEM 4/SEM 6)
MBAFLEX/ MBA (SEM 4)
PGDMMN (SEM 2)
SUBJECT CODE &
NAME
MK0015-Services Marketing and Customer Relationship Management
BK ID B1808
CREDIT & MARKS 4 Credits, 60 marks
Q.No Questions Marks Total Marks
1 “Positioning a service in the marketplace is much like positioning a product”. Explain
Service positioning and its purpose with the help of an example.
A Explanation of service positioning
Explanation of purposes
Example
2
6
2
10
2
Elaborate GAP analysis in detail.
A Explanation of GAP Model. 10 10
3
“Interaction plays a lead role in building customer relationships”. Explain CIM in this
context.
A Explanation of CIM
Explanation of Methods
5
5
10
4
What are the various types of conflicts in marketing services?
A Explanation of types 10 10
5 Elaborate the important steps that service providers should bear in mind while
implementing one to one marketing.
A Explanation 10 10
6 Write short notes on:
a) E-CRM
b) Customer Retention
A a) Meaning, opportunities and benefits
b) Meaning and Strategies
5
5
10
*A-Answer
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 QUESTION PAPER
DRIVE FALL 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 B 1809
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
ASSIGNMENT QUESTION PAPER
DRIVE FALL 2014
PROGRAM MBADS (SEM 4/SEM 6)
MBAFLEX/ MBA (SEM 4)
PGDMMN (SEM 2)
SUBJECT CODE & NAME MK0017- E-MARKETING
BK ID B 1810
CREDIT & MARKS 4 Credits, 60 marks
Q.No Questions Marks Total Marks
1
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
2
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
3
Discuss the major legal and ethical issues in e-marketing.
A. Legal issues
6
B. Ethical issues 4 10
4
Explain the factors that influence e-consumer’s buying behaviour.
Definition of e-marketing 2
Factors influencing 8 10
5
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
6
Discuss the selling methods and sales promotion of E-marketing.
Explanation of Selling methods 5
Explanation of sales promotion of e-marketing 5 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 FALL 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 Discuss how culture plays an important role in international marketing. Give some
examples of advertisements which failed due to lack of cultural understanding.
Importance of culture in international marketing
Examples
6
4
10
3 Explain different types of cost based pricing.
Types of cost based pricing
Explanation
2
8
10
4 Tobacco companies are targeting China as Chinese are heavy smokers. Which
segmentation is this and what are the other international market segmentations?
Tobacco companies in china segmentation
other segmentation
3
7
10
5 Write short notes on:
a) e Marketing
b) Spot and forward rates
a) meaning and benefits of e Marketing
b) meaning and role of spot and forward rates
5
5
10
6 Discuss the role and activities of World Bank.
Role and activities of world bank 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.
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.
DRIVE FALL 2014
PROGRAM MBADS (SEM 4/SEM 6)
MBAFLEX/ MBA (SEM 4)
PGDMMN (SEM 2)
SUBJECT CODE &
NAME
MK0015-Services Marketing and Customer Relationship Management
BK ID B1808
CREDIT & MARKS 4 Credits, 60 marks
Q.No Questions Marks Total Marks
1 “Positioning a service in the marketplace is much like positioning a product”. Explain
Service positioning and its purpose with the help of an example.
A Explanation of service positioning
Explanation of purposes
Example
2
6
2
10
2
Elaborate GAP analysis in detail.
A Explanation of GAP Model. 10 10
3
“Interaction plays a lead role in building customer relationships”. Explain CIM in this
context.
A Explanation of CIM
Explanation of Methods
5
5
10
4
What are the various types of conflicts in marketing services?
A Explanation of types 10 10
5 Elaborate the important steps that service providers should bear in mind while
implementing one to one marketing.
A Explanation 10 10
6 Write short notes on:
a) E-CRM
b) Customer Retention
A a) Meaning, opportunities and benefits
b) Meaning and Strategies
5
5
10
*A-Answer
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 QUESTION PAPER
DRIVE FALL 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 B 1809
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
ASSIGNMENT QUESTION PAPER
DRIVE FALL 2014
PROGRAM MBADS (SEM 4/SEM 6)
MBAFLEX/ MBA (SEM 4)
PGDMMN (SEM 2)
SUBJECT CODE & NAME MK0017- E-MARKETING
BK ID B 1810
CREDIT & MARKS 4 Credits, 60 marks
Q.No Questions Marks Total Marks
1
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
2
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
3
Discuss the major legal and ethical issues in e-marketing.
A. Legal issues
6
B. Ethical issues 4 10
4
Explain the factors that influence e-consumer’s buying behaviour.
Definition of e-marketing 2
Factors influencing 8 10
5
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
6
Discuss the selling methods and sales promotion of E-marketing.
Explanation of Selling methods 5
Explanation of sales promotion of e-marketing 5 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 FALL 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 Discuss how culture plays an important role in international marketing. Give some
examples of advertisements which failed due to lack of cultural understanding.
Importance of culture in international marketing
Examples
6
4
10
3 Explain different types of cost based pricing.
Types of cost based pricing
Explanation
2
8
10
4 Tobacco companies are targeting China as Chinese are heavy smokers. Which
segmentation is this and what are the other international market segmentations?
Tobacco companies in china segmentation
other segmentation
3
7
10
5 Write short notes on:
a) e Marketing
b) Spot and forward rates
a) meaning and benefits of e Marketing
b) meaning and role of spot and forward rates
5
5
10
6 Discuss the role and activities of World Bank.
Role and activities of world bank 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.
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.
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