DMKT401 MBA SERVICE MARKETING & CUSTOMER RELATIONSHIP MANAGEMENT

Description

SESSION	JULY-AUGUST 2025
PROGRAM	MASTER OF BUSINESS ADMINISTRATION (MBA)
SEMESTER	04
COURSE CODE & NAME	DMKT401 SERVICES MARKETING AND CUSTOMER RELATIONSHIP MANAGEMENT

 

 

Assignment Set – 1

 

1. Discuss the reasons for the growth of the service sector. Describe in detail any 3 P’s of service marketing. 3+7

Ans 1.

Introduction

The service sector has become the dominant contributor to national economies across the world due to structural changes in consumer needs, technological advancements, and globalization. As economies mature, services—such as banking, telecom, healthcare, IT, retail, and hospitality—experience faster growth compared to manufacturing or agriculture. Understanding the reasons behind this expansion and the role of service marketing mix elements helps organizations design effective strategies.

Reasons for the

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2. Write short note on:
3. Essential components of service design and service delivery
4. Target Marketing Strategies
5. Strategies for enhancing customer participation 2+4+4

Ans 2.

Service organizations rely on thoughtful design, targeted marketing strategies, and active customer participation to deliver value. Each of these elements contributes to building customer satisfaction and long-term loyalty. The following notes explain their importance in service marketing and CRM.

1. Essential Components

 

3. Explain the concepts of service failure and service recovery in detail. 10

Ans 3.

Concepts of Service Failure and Service Recovery

In service industries, the customer experience depends heavily on consistent quality and reliability. However, service failures are inevitable due to human involvement, process limitations, or external factors. What matters most is how effectively the organization manages these failures through well-designed service recovery strategies. Understanding both concepts is essential for building trust and long-term relationships.

Meaning of Service

 

Assignment Set – 2

 

4. Differentiate between:
5. Advertising and sales promotion
6. Incremental Innovation and Disruptive Innovation
7. Operational CRM and Analytical CRM 3+3+4

Ans 4.

Marketing and CRM rely on a variety of concepts that help firms communicate value, innovate strategically, and manage customer relationships. Understanding the differences between these concepts helps organizations apply the right tools in the right context.

1. Advertising vs. Sales Promotion

Advertising is a long-term, paid, non-personal communication designed to build brand awareness, shape customer

 

5. List and explain in detail the key strategies of healthcare marketing with suitable examples. 10

Ans 5.

Key Strategies of Healthcare Marketing with Examples

Healthcare marketing has become increasingly important as hospitals, clinics, diagnostic centers, and wellness providers compete to attract and retain patients. Unlike conventional marketing, healthcare focuses heavily on trust, credibility, empathy, and transparency. Effective strategies help organizations improve patient engagement, build long-term relationships, and enhance service quality.

1. Patient-

 

6. Explain the different types of technological applications used in Customer Relationship Management (CRM) and discuss the challenges involved in formulating and implementing e-CRM strategies. 6+4

Ans 6.

Technological Applications in CRM & Challenges in Implementing e-CRM

Customer Relationship Management (CRM) has transformed from a manual relationship-building approach into a technology-driven system that manages interactions, loyalty, and personalized service. e-CRM integrates digital tools to enhance customer experience. Understanding technological applications and the challenges of implementing e-CRM helps firms design stronger customer strategies.

Technological Applications