EXECUTIVE M.B.A. DEGREE EXAMINATION, MAY 2017
First and Second Years
A-MARKETING
Services Marketing CRM
Time 3 Hours Maximum Marks: 70
SECTION-A × 5 15)
Answer Three questions
Q1) Service economy.
Nature of relationship marketing.
Supply management.
Need for CRM.
e commerce.
Service strategy.
SECTION-B × 15 45)
Answer Three questions.
Q2) Give a classification of services.
Q3) Discuss about evaluation of the service consumer behaviour.
Q4) Elucidate the position of marketing of financial services.
Q5) What are the essentials of CRM?
Q6) Distinguish between CRM and e CRM and also explain which one is best and
why.
Q7) Briefly explain about different quality models.
SECTION-C
Compulsory
Q8) Case study
Mumbai Nutan Tiffin carriers Ltd. MNTCL, comprising of around 8,000
semiliterate debbawalas of Mumbai every day deliver more than 8.00 lakhs.
Tiffin boxes to working people across the city and later return the empty Tiffin
boxes to their respective homes same day.
A meager amount of Rs. p.m. is charged for this indispensable service,
providing home cooked food to working people at their work place. Inspite of
complexity hurdles of transport system and adverse climatic conditions, the
quantum of error is as low as 1 error in 8 million deliveries. The modes of
conveyance used are bicycle, manually driven trollies and sub urban local trains.
The entire process of giving/taking delivery is carried out with help of three
different sets of carriers.
With help of a urique colour code system sorting of thousands of tiffin boxes is
carried out with in few minutes, at destination thanks to the splendid team spirit
and meticulous timings. Although the common working mumbcikar is getting
home cooked food at all nooks and corners of the metro city due to efficient
system of MNTCL, off-late there has been a marked decline in business, on
account of changes in working and eating habits. MNTCL is showered with six
sigma ratings and affectionately called as 'management Guru'. At premier
institutes, the office bearers deliver lectures on managing operational hurdles
and sustaining high quality of services.
Questions:
Critically examine the factors which have led to achievement of excellence
in the service provide by MNTCL.
Suggest suitable measures for improvement in business growth and higher
profitability for business continuity in the years to comes for MNTCL.