SMU MBA SEM 4 MARKETING WINTER 2014 ASSIGNMENTS

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MK0015-Services Marketing and Customer Relationship Management

1 Discuss the eight different demand situations of Service.

Eight different demand situations

2 Elaborate GAP analysis in detail.

Explanation of GAP Model.

3 “Interaction plays a lead role in building customer relationships”. Explain CIM in this context.

Explanation of CIM

Explanation of Methods

4 What are the various types of conflicts in marketing services?

Explanation of types

5 Elaborate the important steps that service providers should bear in mind while implementing one to one marketing.

Explanation

6 “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

Explanation of purposes

Example

MK0016- Advertising Management and Sales Promotion

1 Explain the different types of Advertising copy.

Definition of Advertising copy

Explanation of types

2 Discuss the DAGMAR approach in setting objectives and measuring effectiveness of advertising.

Meaning of DAGMAR approach

Explanation of DAGMAR approach

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

Explanation

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

Characteristics

Objectives

4 What is “above the line” and “below the line” activities with respect to marketing communications? Explain the concept in detail.

Define media

Explanation of the concepts

5 Describe the AIDA model of consumer response hierarchy with the help of diagram.

Explanation of AIDA model

Diagram

6 Describe some of the strategies for effective marketing and advertising in rural market.

Discuss the nature of rural market

Strategies

MK0017- E-MARKETING

1 Define E-Customers with some examples. Also explain the Online buying process.

Definition of E-customers with examples

Online Buying process

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

Five kinds of partners in an e-marketplace

3 Discuss the major legal and ethical issues in e-marketing.

A. Legal issues

B. Ethical issues

4 What is e-mall? Explain the various types of online stores in an e-mall.

Definition of e-mall

Various types of online stores

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

Diagram

6 Discuss the selling methods and sales promotion of E-marketing.

Explanation of Selling methods

Explanation of sales promotion of e-marketing

MK0018– International Marketing

1 The orientation of a company’s top management, its beliefs and assumptions significantly impact its approach to international marketing. Discuss the concept of EPRG framework.

Management orientations

Effect on international marketing

2 How do international economic institutions affect international marketing strategy of MNCs? Explain the role of any two of them.

Effect

Role of any two institutions

3 Define the concept and scope of international marketing research.

Concept

Scope

4 Differentiate between national and international products, global and standardised products with examples.

Difference

Examples

5 Write short notes on:

a) Containerization

b) 4 PL operators

a) Role and benefits of containerization

b) Meaning and role of 4PL operators

6 Choose a product and explain how you will prepare seven steps in a global e-marketing plan?

Choosing the product

Global e marketing plan