| SESSION | FEB – MARCH 2025 |
| PROGRAM | MASTER OF BUSINESS ADMINISTRATION (MBA) |
| SEMESTER | IV |
| COURSE CODE & NAME | DMKT401 SERVICES MARKETING AND CUSTOMER RELATIONSHIP MANAGEMENT |
Assignment Set – 1
Q1. Differentiate between goods and services. Explain the need for service marketing.
Ans 1.
Understanding Goods and Services
Goods and services are two essential offerings in any economy, yet they differ significantly in terms of characteristics and delivery. Goods are tangible, physical items that can be produced, stored, and consumed at different times. These include products like furniture, clothes, electronics, and food items. They can be seen, touched, and tested before purchase. Services, on the other hand, are intangible and are acts, deeds, or performances that are provided in real time to meet customer needs. Examples include banking, healthcare,
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Q2. Write a short note on:
- Service Quality
- Elements of the Service Delivery Process
- Positioning 10
Ans 2.
- a) Service Quality
Service quality refers to the customer’s perception of how well a service meets or exceeds their expectations. It is a crucial determinant of customer satisfaction and loyalty in service industries. Since services are intangible and vary in delivery, quality is often judged based on customer experiences and the consistency of service performance. One widely used model to evaluate service quality is the SERVQUAL model, which identifies five dimensions: Reliability, Assurance, Tangibles, Empathy, and Responsiveness. Maintaining high service
Q3. Describe the role of the customer in service delivery. Explain the various ways of improving service quality. 5+5
Ans 3.
Role of the Customer in Service Delivery
Customers play a critical role in service delivery, particularly because services are intangible, perishable, and often co-created in real time. In many service environments, customers are not just passive recipients but active participants who directly influence the outcome and quality of the service. For example, in a restaurant, a customer’s behavior, communication with staff, and responsiveness can impact how the service is experienced. In banking or online services, a customer’s ability to follow procedures and provide accurate information
Assignment Set – 2
Q4. Elaborate the concept of waiting line system. Explain the importance of integrated marketing communications. 4+6
Ans 4.
Concept of Waiting Line System
The waiting line system, also known as queue management, refers to the mathematical and operational techniques used to analyze and manage customer waiting times in service environments. In service settings like banks, hospitals, restaurants, and call centers, customers often experience delays before being attended to. The waiting line system is designed to analyze customer arrival patterns, service efficiency, and system capacity to
Q5. Explain the various strategies to market education services. Highlight the various ethical aspects of service marketing. 6+4
Ans 5.
Strategies to Market Education Services
Marketing education services requires a unique approach due to the intangible and highly personalized nature of learning experiences. In the competitive landscape of schools, colleges, coaching centers, and ed-tech platforms, organizations must adopt well-defined strategies to attract, retain, and satisfy students. One key strategy is brand positioning. Educational institutions must clearly define their value proposition—such as academic excellence, placement success, affordability, or international exposure—to stand out in the
Q6. Describe CRM, different types of technological applications in CRM, and importance of E-CRM in service marketing. 2+4+4
Ans 6.
Customer Relationship Management (CRM): Definition
Customer Relationship Management (CRM) refers to a comprehensive strategy and technology system used by organizations to manage, analyze, and improve customer interactions throughout the customer lifecycle. Its primary goal is to enhance customer satisfaction, increase loyalty, and boost business profitability. In service marketing, where personal interactions and customer satisfaction are central, CRM plays a pivotal role in
| SESSION | MARCH-2025 |
| PROGRAM | MASTER OF BUSINESS ADMINISTRATION (MBA) |
| SEMESTER | IV |
| COURSE CODE & NAME | DMKT402 ADVERTISING AND SALES PROMOTION |
Assignment Set – 1
Q1. Define the term ‘advertising’. What are the objectives of advertising?
Ans 1.
Advertising
Advertising is a paid, non-personal form of communication that aims to inform, persuade, and influence a target audience to take a desired action concerning a product, service, or idea. It is executed through various media such as television, radio, newspapers, digital platforms, billboards, and social media. Advertising plays a central role in the marketing communication mix and is essential in building brand awareness and stimulating demand.
Informative Objective
One of the fundamental objectives of advertising is to provide information. When a new product is launched or a service is introduced, the company uses advertising to inform the
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Q2. Describe the shifting patterns of consumption. What role does advertising play in this?
Ans 2.
Changing Consumption Patterns
Over the past few decades, consumer behavior has undergone significant transformation driven by globalization, digitalization, lifestyle changes, and environmental awareness. Shifting patterns of consumption refer to the evolving preferences, priorities, and purchase behaviors of consumers. These shifts have changed how, where, and why consumers buy, and
Q3. Write a brief note on the evolution of the advertising agency
Advertising Agencies
Advertising agencies are independent organizations that specialize in creating, planning, and managing promotional campaigns for clients. They bridge the gap between businesses and the media by developing strategies that deliver compelling brand messages. Over the years, advertising agencies have evolved from simple media brokers to full-service creative and digital partners.
Origins and Early Functions
The first advertising agencies emerged in the 19th century, primarily acting as intermediaries
Assignment Set – 2
Q4. What is DAGMAR? How is it useful in establishing objectives?
Ans 4.
DAGMAR
DAGMAR stands for Defining Advertising Goals for Measured Advertising Results. It is a marketing model developed by Russell H. Colley in 1961 to bring structure and accountability to advertising efforts. The model focuses on setting clear, measurable objectives for advertising campaigns, thereby enhancing their effectiveness and enabling performance evaluation. DAGMAR emphasizes communication objectives rather than sales
Q5. Describe the AIDA model of consumer response hierarchy. 10
Ans 5.
AIDA Model
The AIDA model is a classic framework in marketing and advertising that outlines the sequence of steps a consumer follows in the process of purchasing a product or service. Developed by E. St. Elmo Lewis in 1898, AIDA stands for Attention, Interest, Desire, and Action. The model emphasizes that effective advertising must guide the consumer through these four psychological stages to result in a successful conversion.
- Attention
The first task of any advertisement is to grab the consumer’s attention. This is typically
Q6. What is Gestalt psychology? Explain with examples how it resembles the way a person fits in the advertising message with his/her existing knowledge. 10
Ans 6.
Gestalt Psychology
Gestalt psychology is a theory of mind developed in the early 20th century by German psychologists Max Wertheimer, Kurt Koffka, and Wolfgang Köhler. It posits that humans perceive objects and patterns as whole units rather than a collection of individual parts. The famous phrase “The whole is greater than the sum of its parts” captures the essence of this theory. Gestalt principles are widely used in advertising and design to guide visual perception
| SESSION | FEB MARCH 2025 |
| PROGRAM | MASTER OF BUSINESS ADMINISTRATION (MBA) |
| SEMESTER | IV |
| COURSE CODE & NAME | DMKT403 E-MARKETING |
Assignment Set – 1
Q1. What do you mean by E-Storefronts 10
Ans 1.
E-Storefronts
An E-Storefront, also known as an online storefront or digital storefront, is the virtual representation of a business’s products or services on the internet. It functions similarly to a physical retail store, providing customers with access to browse, select, and purchase products through an electronic interface—typically a website or mobile application. E-storefronts are central to e-commerce operations and are designed to deliver a smooth and engaging shopping experience to customers anywhere, anytime.
Components of an E-Storefront
A typical e-storefront comprises several interactive and functional components. The
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Q2. What do you understand by the term Re-engineering of Supply Chain? 10
Ans 2.
Supply Chain Re-engineering
Supply chain re-engineering refers to the comprehensive restructuring of supply chain operations with the aim of improving performance in terms of speed, cost, flexibility, and service. It involves rethinking and redesigning supply chain processes and workflows to meet changing business needs, customer expectations, and technological advancements. This transformation goes beyond incremental improvements and aims at achieving breakthrough
Q3. Describe the importance of E-Marketing for any Business. 10
Ans 3.
E-Marketing
E-marketing, or electronic marketing, involves the use of digital channels such as websites, email, social media, search engines, and mobile applications to promote products and services. It is an integral part of the modern marketing strategy, leveraging technology to reach and engage customers more efficiently. E-marketing enables businesses to connect with a global audience and deliver personalized content at scale.
Cost-Effective Promotion
One of the primary benefits of e-marketing is its cost-effectiveness. Traditional advertising
Assignment Set – 2
Q4. Differentiate between SEO & SEM. 10
Ans 4.
Introduction to SEO and SEM
Search Engine Optimization (SEO) and Search Engine Marketing (SEM) are two key components of digital marketing strategies that help websites gain visibility on search engine results pages (SERPs). While both aim to drive traffic, they differ significantly in their approaches, cost structure, and results. Understanding these differences is essential for
Q5. Write Short Notes on the following:
- E-Customer
- Word of Mouth
- E-Metrics
- Digital Property
Ans 5.
- E-Customer
An E-Customer refers to an individual who engages in online purchasing behavior using digital platforms such as e-commerce websites, mobile apps, or social media. These customers are typically well-informed, tech-savvy, and value convenience and personalization. E-customers evaluate products based on user reviews, ratings, pricing comparisons, and brand reputation. Understanding e-customer behavior is essential for tailoring digital marketing strategies, offering targeted promotions, and providing seamless
Q6. What are the various threats/phobias to online purchases?
Ans 6.
Online Purchase Threats
With the rise of e-commerce, online shopping has become a norm. However, many consumers still experience reluctance or anxiety regarding online purchases. These threats or phobias stem from perceived risks associated with security, privacy, fraud, and service quality. Businesses must understand and address these fears to build trust and encourage
| SESSION | FEB MAR 2025 |
| PROGRAM | MASTER OF BUSINESS ADMINISTRATION (MBA) |
| SEMESTER | 4 |
| COURSE CODE & NAME | DMKT404 INTERNATIONAL MARKETING |
Assignment Set – 1
Q1. What points should be kept in mind while entering into a joint venture? Also, explain the limitations of a joint venture? 6+4
Ans 1.
Joint Ventures in International Marketing
A joint venture is a strategic alliance where two or more companies—often from different countries—collaborate to form a new business entity by sharing resources, risks, and rewards. In international marketing, joint ventures are a popular market entry strategy, especially in regions with regulatory restrictions on foreign ownership. While joint ventures offer opportunities for market access and local insight, several key considerations must be
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Q2. Explain the issues in international marketing research
Ans 2.
International Marketing Research
International marketing research is the process of gathering, analyzing, and interpreting information about markets across national borders. It helps businesses understand global customer preferences, market dynamics, and competition before making strategic decisions. However, conducting marketing research in international contexts presents several unique
Q3. Explain the steps in international product planning.
Ans 3.
International Product Planning
International product planning involves a series of strategic decisions a company makes to design, develop, and market its products in global markets. It aims to tailor products according to international customer needs, regulatory environments, and competitive dynamics. Proper planning ensures product relevance, compliance, and profitability in diverse regions.
Step 1: Market Assessment and Opportunity Analysis
Assignment Set – 2
Q4. Explain in detail the various types of Distribution Channels. 10
Ans 4.
Distribution Channels
Distribution channels are the pathways through which products move from manufacturers to end consumers. They are a critical part of the marketing mix, especially in international markets where logistical complexity, market access, and cultural factors influence delivery. Distribution channels ensure product availability, improve customer service, and impact cost and pricing strategies.
Direct Distribution Channels
In direct distribution, the manufacturer sells the product directly to the consumer without
Q5. Discuss briefly about the export pricing and costing.
Ans 5.
Export Pricing and Costing
Export pricing and costing are crucial elements in international trade. Export pricing refers to the final price at which goods are sold to overseas buyers, while export costing involves calculating all costs incurred in producing, packaging, and delivering goods to the buyer. Setting the right price ensures competitiveness in global markets while maintaining
Q6. Explain forward market and various methods of controlling the exchange rate. 10
Ans 6.
Foreign Exchange Risk
In international marketing, fluctuations in currency exchange rates pose a significant financial risk. Importers and exporters often deal with multiple currencies, and any unfavorable movement can erode profit margins. To manage this, businesses use the forward market and several government-level exchange control measures to stabilize foreign trade operations.
Understanding the Forward Market
The forward market refers to a financial marketplace where foreign exchange contracts are