ASSIGNMENT
DRIVE SPRING 2016
PROGRAM Master of Business Administration - MBA
SEMESTER IV
SUBJECT CODE &
NAME
ML0015
Services Marketing & Customer Relationship Management
BK ID B1808
CREDITS &
MARKS
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.
Q.No Questions
Marks
Total
Marks
1
Who are the individuals who create the services marketing triangle and what
roles do they play.
The services marketing triangle comprises three parties who are
involved in the service delivery process – the organization, the
customer, and the employee.
10 10
2
Given your understanding of market identification, elaborate on how, in terms
of market share, a firm is expected to play certain roles.
Any organization, in terms of its market share, is expected to play
any one of the following roles as: market leader etc.
10 10
3
Describe the kinds of gaps studied in the gap analysis.
Zeithaml, Berry and Parasuraman came up with four such gaps
that occur during service processing within the organization.
10 10
4
Explain strategies that are related to empowerment.
Strategies related to empowerment: These strategies are based 10 10
on mutual trust shown by the service principal and the service
intermediary. The former believes in granting power in terms of
implementation of the standards set by it so as to empower the
latter to take constructive decisions.
5
What are some of the methods that can be followed for CIM?
There are several methods that can be followed for CIM. 10 10
6
Describe a service delivery encounter and factors that affect it.
The most significant type of service encounter occurs when the
consumer directly receives the service and the degree of tangibility
of the service offering is high.
10 10
ASSIGNMENT
DRIVE SPRING 2016
PROGRAM Master of Business Administration - MBA
SEMESTER IV
SUBJECT CODE &
NAME
ML0016
Advertising Management & Sales Promotion
BK ID B1809
CREDITS &
MARKS
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.
Q.No Questions
Marks
Total
Marks
1
Explain the importance of advertising.
The significance of advertising is immense. Most organisations
engage in consistent use of advertising to help meet marketing
objectives.
10 10
2
What is the reason for using ‘humour’ parameter in advertising?
How it is helping the advertisers?
Humour makes an instant emotional connect with the reader or
viewer. Hence, strategy planners are using humour increasingly in
ads, thus getting results.
10 10
3
What is the role of advertising manager?
An advertising manager has to coordinate with the marketing and
sales function.
10 10
4
Describe the basic advertising communication process.
Communication is a very complex process and its success
depends on how well coordinated these various elements are.
10 10
5
Write a brief note on “Cognitive Dissonance Theory”.
According to L. Festinger people like to see some amount of
“consonance” and avoid dissonance that disturbs their existing
frame of reference built over time.
10 10
6
Explain the significance of powerful visuals in an advertisement.
A visual is the first element that a reader notices in a print ad.
Powerful visuals are needed to catch the attention of the target.
10 10
ASSIGNMENT
DRIVE SPRING 2016
PROGRAM Master of Business Administration - MBA
SEMESTER IV
SUBJECT CODE &
NAME
ML0017
Mall Management
BK ID B1843
CREDITS &
MARKS
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.
Q.No Questions
Marks
Total
Marks
1
Discuss the various components of shopping malls that have made them a
highly popular choice for shopping and entertainment.
The concept of mall has rapidly grown to include many amenities
and service facilities apart from the ever-increasing range of
products. In order to meet the increasing requirements and
aspirations of the consumerist society, modern malls now include
distinct components.
10 10
2
Discuss the emergence of mall culture.
Since the onset of the entertainment wave, retailers have tried
hard to focus on keeping their presentations enthralling and
shopping centre owners have struggled to gather tenant mixes
that draw traffic from the largest audience possible.
10 10
3
Discuss the models in relation to retail trade area.
Retail trade area is a sophistically designed area involving various
models.
10 10
4
What is rent and what model is followed in India?
The most important aspect of a lease is the rent. As far as rent is
concerned, mall managers follow various models in India.
10 10
5
Mention the characteristics of international shopping mall designs.
Some international blueprints closely outline best practices in
designing various retail formats.
10 10
6
Can bad tenant mix spoil the business of anchor tenant?
Tenant mix can affect the business plan of an anchor tenant. 10 10
'
ASSIGNMENT
DRIVE SPRING 2016
PROGRAM Master of Business Administration - MBA
SEMESTER IV
SUBJECT CODE &
NAME
ML0018
Project Management in Retail
BK ID B1844
CREDITS &
MARKS
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.
Q.No Questions
Marks
Total
Marks
1
Explain the scope and significance of project management in retail.
Retail in India is a mix of organized and unorganized retailing with
very high percentage of unorganized retailing but at the same time
rapidly growing organized retailing.
10 10
2
What is a hypermarket?
Hypermarkets aim to meet the needs of large middle-class
segment of India who are extremely price sensitive.
10 10
3
Explain how projects are classified.
A suitable classification of projects gives a solid logic for building a
system for effective decision-making.
10 10
4
Discuss the financial compensation and rewards in relation to project human
resource management.
Compensating the employees involved in the project team is one
of the important functions of project HR.
10 10
5
What are the basics of franchising?
The foremost benefit of the franchise business model is the brand
name of an already established and credible organization, the
support received in setting up the whole unit, quality standards
and procedures to maintain such quality and so on.
10 10
6
Explain financial appraisal.
Financial assessments are part of a retail organization’s regular
management practice.
10 10
DRIVE SPRING 2016
PROGRAM Master of Business Administration - MBA
SEMESTER IV
SUBJECT CODE &
NAME
ML0015
Services Marketing & Customer Relationship Management
BK ID B1808
CREDITS &
MARKS
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.
Q.No Questions
Marks
Total
Marks
1
Who are the individuals who create the services marketing triangle and what
roles do they play.
The services marketing triangle comprises three parties who are
involved in the service delivery process – the organization, the
customer, and the employee.
10 10
2
Given your understanding of market identification, elaborate on how, in terms
of market share, a firm is expected to play certain roles.
Any organization, in terms of its market share, is expected to play
any one of the following roles as: market leader etc.
10 10
3
Describe the kinds of gaps studied in the gap analysis.
Zeithaml, Berry and Parasuraman came up with four such gaps
that occur during service processing within the organization.
10 10
4
Explain strategies that are related to empowerment.
Strategies related to empowerment: These strategies are based 10 10
on mutual trust shown by the service principal and the service
intermediary. The former believes in granting power in terms of
implementation of the standards set by it so as to empower the
latter to take constructive decisions.
5
What are some of the methods that can be followed for CIM?
There are several methods that can be followed for CIM. 10 10
6
Describe a service delivery encounter and factors that affect it.
The most significant type of service encounter occurs when the
consumer directly receives the service and the degree of tangibility
of the service offering is high.
10 10
ASSIGNMENT
DRIVE SPRING 2016
PROGRAM Master of Business Administration - MBA
SEMESTER IV
SUBJECT CODE &
NAME
ML0016
Advertising Management & Sales Promotion
BK ID B1809
CREDITS &
MARKS
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.
Q.No Questions
Marks
Total
Marks
1
Explain the importance of advertising.
The significance of advertising is immense. Most organisations
engage in consistent use of advertising to help meet marketing
objectives.
10 10
2
What is the reason for using ‘humour’ parameter in advertising?
How it is helping the advertisers?
Humour makes an instant emotional connect with the reader or
viewer. Hence, strategy planners are using humour increasingly in
ads, thus getting results.
10 10
3
What is the role of advertising manager?
An advertising manager has to coordinate with the marketing and
sales function.
10 10
4
Describe the basic advertising communication process.
Communication is a very complex process and its success
depends on how well coordinated these various elements are.
10 10
5
Write a brief note on “Cognitive Dissonance Theory”.
According to L. Festinger people like to see some amount of
“consonance” and avoid dissonance that disturbs their existing
frame of reference built over time.
10 10
6
Explain the significance of powerful visuals in an advertisement.
A visual is the first element that a reader notices in a print ad.
Powerful visuals are needed to catch the attention of the target.
10 10
ASSIGNMENT
DRIVE SPRING 2016
PROGRAM Master of Business Administration - MBA
SEMESTER IV
SUBJECT CODE &
NAME
ML0017
Mall Management
BK ID B1843
CREDITS &
MARKS
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.
Q.No Questions
Marks
Total
Marks
1
Discuss the various components of shopping malls that have made them a
highly popular choice for shopping and entertainment.
The concept of mall has rapidly grown to include many amenities
and service facilities apart from the ever-increasing range of
products. In order to meet the increasing requirements and
aspirations of the consumerist society, modern malls now include
distinct components.
10 10
2
Discuss the emergence of mall culture.
Since the onset of the entertainment wave, retailers have tried
hard to focus on keeping their presentations enthralling and
shopping centre owners have struggled to gather tenant mixes
that draw traffic from the largest audience possible.
10 10
3
Discuss the models in relation to retail trade area.
Retail trade area is a sophistically designed area involving various
models.
10 10
4
What is rent and what model is followed in India?
The most important aspect of a lease is the rent. As far as rent is
concerned, mall managers follow various models in India.
10 10
5
Mention the characteristics of international shopping mall designs.
Some international blueprints closely outline best practices in
designing various retail formats.
10 10
6
Can bad tenant mix spoil the business of anchor tenant?
Tenant mix can affect the business plan of an anchor tenant. 10 10
'
ASSIGNMENT
DRIVE SPRING 2016
PROGRAM Master of Business Administration - MBA
SEMESTER IV
SUBJECT CODE &
NAME
ML0018
Project Management in Retail
BK ID B1844
CREDITS &
MARKS
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.
Q.No Questions
Marks
Total
Marks
1
Explain the scope and significance of project management in retail.
Retail in India is a mix of organized and unorganized retailing with
very high percentage of unorganized retailing but at the same time
rapidly growing organized retailing.
10 10
2
What is a hypermarket?
Hypermarkets aim to meet the needs of large middle-class
segment of India who are extremely price sensitive.
10 10
3
Explain how projects are classified.
A suitable classification of projects gives a solid logic for building a
system for effective decision-making.
10 10
4
Discuss the financial compensation and rewards in relation to project human
resource management.
Compensating the employees involved in the project team is one
of the important functions of project HR.
10 10
5
What are the basics of franchising?
The foremost benefit of the franchise business model is the brand
name of an already established and credible organization, the
support received in setting up the whole unit, quality standards
and procedures to maintain such quality and so on.
10 10
6
Explain financial appraisal.
Financial assessments are part of a retail organization’s regular
management practice.
10 10
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