MODULE 1 Introduction to Marketing Meaning of Market.

. Generally the term market refers to a place where things are bought & sold or a place where buyers & Sellers meet each other to effect purchase and sales for any consideration. But, in commerce the term market refers to a group of buyers and sellers interested in negotiating the various terms and conditions of purchase and sales. Definition of Market:The American Marketing Association (AMA) defines a Market as the total demand of the potential buyers for a product or service According to Philip Kotler Market is the set of actual & the potential buyers of a product. According to Kavyashree.K.M (Author, college GURU) Market may be any place where two parties i.e.a buyer and a seller, buys and sells any product or service for any consideration. From these definitions it is clear that the market includes, Place Buyer Seller Product/Service Negotiation Consideration

Classification of Market A. On the basis of Geographical area

Local Market: Where buyers and sellers belongs to a small area usually a village or a town

Regional Market: Where buyers and sellers belongs to different villages or towns.

National Market/ Domestic Market Where buyers and sellers belongs to different parts of the country.

International Market/ Foreign Market: Where buyers and sellers belongs to different countries.

B. On the basis of position of sellers in the market

Primary Market: The primary producers of agricultural goods sell their produce to the whole-sellers or agents.

Secondary Market: In this market the whole-sellers or the agents sell the product/services to the retailers.

Terminal Market: In this market the retailers divide the large quantities in to small quantities sell the product/ service to ultimate consumers.

C. On the basis of Volume of business transactions

Whole sale Market Where buying and selling of products/services takes place in large quantities.

Retail Market Where buying takes place in large quantities and selling of products/services takes place in small quantities.

D. On the basis of nature of transactions

Spot Market/ Cash Market Where goods are transferred from the seller to buyer immediately at the time of purchase

Future /Forward Market Where goods are transferred from the seller to buyer on the basis of future contracts. i.e future agreed date and time.

E. On the basis of nature of goods transacted.

Commercial Market Where all kinds of commodities are bought & sold. It includes consumer goods, industrial goods, agricultural goods etc..,

Capital Market 1. Stock market: where shares, debentures, bonds are traded 2. Money market: Where short term instruments like Bills of exchange, promissory notes are traded.

Meaning of Marketing Marketing includes every activity that has to do with the movement of goods from the point of production to the point of consumption. It includes 4Ps Place, Product, Price, and Promotion.

Definition of marketing The AMA (American Marketing association) defines marketing as the performance of business activities that direct the flow of goods and services from producer to consumer. According to Wheeler Marketing is concerned with all the recourses and activities involved in the flow of goods and services from the producers to consumer. According to Kavyashree.K.M (Author, College Guru) Marketing is all about exchange of goods and services for some consideration between the producer and consumer by any means. Approaches to the study of Marketing 1. Commodity approach: Under this we study the flow of certain commodities and its journey from the producer up to the final consumer. In such a study, we locate the production centers, people engaged in buying & selling of the product, modes of transportation, problems of selling & advertising, problems of financing, storage etc. 2. Functional Approach: Under this we study the specialized services or functions on activities performed by marketers. The study of marketing functions like buying, selling, inventory, insurance, financing, etc. It represents the functional approach to the marketing system 3. Institutional Approach: Under this we concentrate on the marketing institutions such as wholesalers, retailers, transport undertaking, warehouses, banks, insurance companies etc. 4. Managerial Approach: This approach deals with profit maximization, customer satisfaction, customer value, through analyzing decisions taken on product, price, promotion, physical distribution. 5. System Approach: It recognizes the inter relations and intra connections among the components of a marketing system in which products, services, money and information flow from marketers to consumers. 6. Society Approach: Under this approach, we pay attention on the social contradictions and costs created by various marketing activities & institutions. We study various environmental factors such as(SLEPT G) social, cultural, political, legal, economical and global marketing decisions and their impact on society.

Marketing Functions 1. Exchange function: This function includes following a. Buying: It is primary function of marketing. The buyer has to decide what to buy, where to buy & how much to buy.

b. Assembling: It refers to physical concentration of the goods by the buyer c. Selling: It involves product planning & development, locating buyers, negotiation of terms of sale, leading to the transfer of title of possession of the goods. 2. Physical Supply function: a. Transportation: It refers to the physical flow of goods from the point of production to the point of consumption. Transportation function of marketing creates place utility i.e., lay making available of the goods in all places where it is required for consumption. b. Warehousing or storage: It is the process of holding and preserving the goods. It is the function of marketing which involves holding the goods during the interval between production & consumption storage function of marketing creates time utility i.e., by making the goods available at the time when they are required for consumption. 3. Facilitating functions: Those functions which cannot be capitalized under functions of exchange or physical supply are called as facilitating functions. Facilitating functions facilitate the flow of all kinds of goods from the places of production to the places of consumption. They include the fall a. Branding : Branding refers to giving a name to a product. It in dudes a name, term, symbol, sign, design or combination of this factors intended to identify the seller. Every market brands his product so as to distinguish it from the products of other competitors. b. Packing & packaging: Packing refers to providing of a wrapper or a container to a product to protect it against damages during transportation or storage. Packaging is the sub function of packing it is concerned with packing the requirements of all classes of customers. c. Grading : Grading refers to sorting out the goods into different groups, each representing one type of product goods may be graded on the basis of size, colour, shape, design etc.,

d. Labeling : This refers to providing full information about the manufacturer and his product to create his awareness among the consumers a label usually contains particulars such as name & address of the manufacturer, date of manufacture, the contents with which the product is made, the price of the product, its quantity, branding, trade mark, instructions for use & in case of pharmaceutical, it also contains the date of expiry. e. Standardization:

It is a process of setting up of standards or establishing standards for a product & maintaining them during the period for which they are effective. A standard is the basis or a rule or a principle to form a correct judgment of quality and performance standards are established by concerned institutions. Ex ISI (Indian standard institute) f. Market finance: Finance function of marketing involves a use of capital to meet the financial requirement of the various agencies engaged in different marketing activities whether a firm manufactures a product for sale or a trader purchase for re-sale, funds are required. The value of a commodity is always expressed in terms of money. Thus, providing the necessary money for the activities of marketing is called market finance. g. Market information system: It refers to the flow of information from the market to the company & also from the companies to market. The company must collect some information regarding the needs, desires and demand of the customers. The company must give information to the customers regarding the product and also to remind them about the availability of the product & the modification that may be made to the existing product. h. Market Research: It is the process of gathering information recording these information in a systematic manner & analyzing them for the identification & solution of any problem in the field of marketing. i. Market Risk: Risk is an element of uncertainty. It is the possibility of loss due to some unpredictable or unfavorable happening in the future. Risk may arise due to fire, theft, damage, deterioration in quality, fall in price, and change in fashion, change in demand, change in taste & needs of consumers etc.,

4. Goals of Marketing : As an economic activity, Marketing has four objectives. a. Creation of utility: Marketing has to satisfy various wants of consumers it can create time utility, place utility & possession utility Place utility:- Movement of goods from the producing centers to the consuming centers creates place utility.

Time utility:- Marketing makes goods available at the time when they are required by the consumer. Possession utility:- Marketing through warehousing stores the goods during the time of list availability and supplies the throughout the year to meet the requirement of the consumer. Cost Reduction:Marketing aims at reducing the cost to give the benefit to both the parties i.e. seller & the buyers. Marketing efficiency is based upon the cost of kept distribution. Marketing cost should be minimum as far as possible. b. Price stability :Marketing also aims at stabilizing the prices extreme changer or fluctuations in price creates confusion in the market i.e. buyers loss confidence on the manufacturers. Trading becomes very risky bankers and financial institutions may not help trade if prices are constantly fluctuating hence, the producers should bear the risk & try to avoid extreme changes in prices. c. Maximize life quantity:Another goal of marketing is to improve the quality of life. This can be achieved by providing good quality products at reasonable prices. 5. Marketing concepts:The philosophy of an organization in relation to marketing is referred to as Marketing concept since industrial revolution marketing management has undergone four stages in the marketing concepts namely: Product concept. Sales concept. Modern marketing concept and Social concept.

Product concept:In this concept the manufacturers were of the view that if good quality products are produced there would e demand for these products in the market they considered production c not consumption as the ultimate aim of the industry. The marketing efforts were minimum because it was assumed that there was no need to spend money on salesmanship & advertising provided the product was good & the price was reasonable.

Sales concept:This concept assumes that without selling efforts products cannot reach consumers. People believed that the best product cannot be sold without sales promotion. It points out that the products are not bought but sold. Hence this concept is called the hard selling concept aggressive selling concept.

Modern Marketing Concept:The approach in modern marketing concept is consumer oriented accordingly the primary task of a business is to study the needs of the customer. It is in this concept marketing information system & market research gained importance.

Social Concept :-

It is an extension of the marketing concept. According to this concept the aim of marketing is only to satisfy the needs of the society as a whole. Here the customers welfare is replaced by public welfare or social welfare. Difference between sales concept and marketing concept.

Sales concept

Marketing Concept The manufacturer begins his activity in the market

The manufacturer begins his activity in the factory by producing the goods

by assessing the needs & wants of unsatisfied consumer

The focus of the marketer is on selling the product

The emphasis or focus of the marketer is to satisfy customer needs & wants

The co. first produces the product irrespective of 3 consumer needs & wants then plans to promote product

The manufacturer always produces the product only according the needs & wants of consumer

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Push Strategy It aims at increasing the sales volume

Pull strategy It aims to increase the consumer satisfaction

Increase in sales volume increase the profits

Increase in consumer satisfaction increases the sales

Short term objective

Long term objective

MODULE 2 Marketing Environment Meaning & Definition of Marketing Management: The term marketing management refers to planning, organizing, directing & controlling of the persons & activities engaged in marketing.

According to Philip Kotler Marketing management is the analysis, planning, implementation & control of programs designed to create & maintain beneficial exchanges with target buyers for the purpose of achieving organisaational objective. According to Kavyashree.K.M (Author, college GURU) Marketing Management is the process of marketing programs for accomplishing organizational goals & objectives. Introduction to Marketing Environment Marketing environment comprises of all the factors & elements which influences the marketing decisions in one or the other way. The environment of marketing enterprises can be classified into following categories. 1. Micro environment (Internal environment) 2. Macro environment (External environment) 1. Micro environment/ Internal Environment It is that environment which is within the enterprise & the factors of this are totally controllable. Some of the internal factors are a. Company rules & restrictions b. Production method(Machinery) c. Employees d. Money e. Suppliers f. Price g. Quality Etc... 2. Macro environment / External environment It includes all the environment factors & elements which are external to an enterprise and cannot be controlled but has complete bearing on the marketing decision. Some of the external environmental factors are (SLEPT-NG). a. Social & cultural factors b. Legal factors c. Economy factors d. Political factors e. Technology factors f. Natural factors g. Global factors

Marketing Mix Definition:According to William. J. Staton, Marketing mix is the term used to describe the combination of the four inputs which consists the core of the companys marketing system, Product, Price, Promotion & Physical distribution system. According to Kavyashree.K.M (Author, college GURU) Marketing mix is the right combination of right product, right price, right place, right promotion with a right view to achieve companys super -ordinate goal successfully. The four main components of marketing mix are (4Ps) Product: It means any goods or services which offered for sale against any consideration. A product may be tangible (goods) or intangible (services). A product should reflect the consumers needs and wants in order to find a place in their shopping list. Price: Price is the amount at which a product is offered for sale. Pricing a product should be done with caution, since the consumers are price sensitive. The price of the goods / service should be equal to value of the product according to customers perception. Place: Place is the important factor in the marketing mix. It includes the location where the goods / services are being delivered to the consumer and the system of physical distribution of the merchandise from the point of its production to the point of its consumption.

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Promotion:

The main catalyst of the marketing mix is promotion. The communication process of

products benefits, features to the target consumer is very important. The promotional tools used for this purpose should give highest return in terms of customer awareness and brand building. Market Segmentation If a company wants to achieve its goals and objective of high sales, high profits, market share, brand loyalty, high quality, goodwill, etc.. the only one and most difficult, but easy thing to do is Understand your consumer. For this the company should segment the consumers with different needs and wants into a group which has similar needs and want which is known as market segmentation. Definition According to Philip kotler Market segmentation is sub-dividing of market into homogeneous sub-sets of customers, where any sub-set may be selected as a market target to be reached with distinct marketing mix. Kavyashree.K.M (Author, college GURU) defines segmentation as A process of dividing a heterogeneous group o f consumer into a homogenous group of consumers within which the consumers have same needs & wants to be fulfilled. Basis for segmentation: Segmentation is done on the basis of following factors. Geographical factors Demographic factors Psychographic factors Economic factors Behavioral factors 1. Geographical factors: In this segmentation is done on the basis of geographical location of the

consumer. i.e village, districts, talluks, states, nation, continent, north, south, east, west etc.. this helps company to target to a particular set of consumers in the segmented geographical locations. 2. Demographic factors: This is the most commonly used basis for segmentation. Here the entire market is segmented into homogenous groups according to Age (Old, young), Gender (Male, female), Income (High, medium, low), Standard of living (High, medium, low) etc.. 3. Psychographic factors: (a) Personality:- Most of the consumers are influenced by personality traits specially the rural consumers. They may be divided into talkative, status conscious, etc.. (b)Life style: It indicates the hobbies of people related to their income. It directly affects the attitude of the customer. For products which indicates life style this segmentation is useful. 4. Economic factors; On the basis of economic factors markets have been divided into Lower class,

Middle class, Upper class.

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5. Behavioral factors: The consumers are divide into groups on the basis of their knowledge used or response to a product. Classifying buyers according to different benefits they seek from the product.

MODULE - 3 Product Meaning of Product: In simple words, product means an article which satisfies our wants. It is defined as A set of tangible, physical attributes assembled in an identifiable form Philip Kotler defines a product as Anything that can be offered to the market for consumptio n that might satisfy a need. Features of a Product: a. It has many utilities. b. It can either lie tangible or intangible. c. It is a combination of attributes such as color, package, brand etc. d. It is purchased because of its satisfying power.

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Classification of Product: Product may be classified as consumer products & industrial. It can also be classified as manufactured products or agricultural products. 1. Consumer Product: According to American Marketing Association Consumer products are those that are meant for use be the ultimate consumers without further commercial processing Characteristics of consumer goods: a. Large scale production: The demand for consumer product is very & hence large scale production is invertible another reason for large scale production is that the demand is continuous as the most of the products are non durable. b. Demand is primary: Demand for most of the consumer product is primary because they are necessities of life. c. Demand is elastic: Except consumers necessities demand for all other consumer products is sensitive to price changes. d. Standard Buyers: Demand for these products exists in all places where people live. e. Small purchases: Consumers normally purchase is small quantities. This method of buying is called hand to mouth buying. f. Branding & Packaging: Severe competition may be in the form of price, quality etc. Hence every manufacturer tries to build his own group of customers. To attract people he packs his products in a distinctive manner. g. Buying is Emotional: Attitudes, self image, status, pride, beauty, prestige etc. are the deciding factors for consumer products. Classification of Consumer Products: Consumer products can be classified as convenience goods, shopping goods & specialty goods. Convenience goods: Are goods are purchase as soon as they are needed & which minimum efforts. Following are the characteristics of these products:Consumer will have knowledge about the products they are going to purchase. Purchases are made with minimum shopping efforts. They do not compare the price & quality of substitutes. There is no brand preference. The price per unit is very low. Purchases are made in small quantities. Shopping Goods: Shopping goods are less frequently purchased consumer products. Consumers usually buy these items only after comparing suitability, price, and quality etc. following are the characteristics of these products: Purchases can be postponed. Demand evaluation & comparison on the basis of quality, style, price, suitability etc. Sales promotion & advertising is very important.

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Packaging has a minor role. Specialty Goods: The unique feature of specialty products is that consumers have strong brand preference. They are ready to spend extra money to purchase them. Buyers are willing to make special purchase effort to buy specialty goods. For ex. Jewels, Luxury Cars, diamond. Following are the characteristics of products:Goods have unique features. Special Purchasing effort is required. They act as important life style & images. They are costly luxury goods. Available in specialty shops. 2. Industrial Goods:Industrial products are those products which are to be used by the buyers as input in producing other products or for further commercial processing. They are meant for non-personal business uses. Ex: Minerals, spare parts, computers etc.

Characteristics of Industrial Goods:1. Demand is derived secondary: The demand for industrial products is derived from the demand for consumer products in which it is used. In other words, the demand is secondary & directly upon the demand for consumer goods. 2. Demand is In- elastic: The demand is relatively inelastic for these products. i.e., the response to the changes in price is very little. 3. Buyers are limited: Buyers are limited in the industrial market. But each buyer purchase a large quantity of goods. Buyers are well informed about the market & the product & also sources of energy supply. 4. Buying Process: Industrial Buyers purchase rationally emotional purchase is fully avoided. Buyers are professionals & they have the knowledge of various factors affecting the trend in the market. Types of Industrial Products:Industrial products can be broadly classified into four types namely:1. Raw-Material. 2. Manufactured materials & spare parts. 3. Installations and 4. Accessories, Equipments & operating supplies. 1. Raw-Materials: These are the products that become the part of another finished product. In other words, they are processed, converted into other products useful for consumption. In the process they

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los e their identity. Raw materials may either by gifts of nature like mineral, forest products etc. produced like cotton, tobacco, fruits etc. 2. Manufacture Materials & spare parts: These goods become actual part of the finished product. Manufactured materials are also called as fabrication materials are used for further processing. Spare parts are assembled with no further changes. They form the part of the finished product & maintain their identity in it. 3. Installation: These are fixed assets of a manufacturing concern. They are major sources of income & have long life. Installations are expensive. Ex:- Plant & Machinery, Building etc. Their value is very high. The unique feature of these products is that it directly affects the scale of operation. 4. Accessories , Equipments & Operating supplies: Equipments are supplementary materials which do not affect the production capacity but they help in the smooth management of the company. For example:- Computers, Furniture, Air-Conditioners etc. Operating supplies are also known as convenience goods of industrial buyers are distributed with long channels, since they are purchased frequently & the unit value is low. For example:- Cotton waste, Oil, Grease etc. Product Planning: It is an act of marketing out and supervising the research, screening, development & Commercialization of new products, the modification of existing products & discontinuation of unprofitable products. Author defines Product planning may be defined as The combination of all activities which enable an organization to determine what product it will market. Product Mix:Product Mix is the list of al products that are sold by a seller. According to Philip Kotler A product mix is a set of all product lines and items that a firm offers for sale to bu yers. For example:- Product mix to Tatas include electronic items, soap automobiles etc. Product line:Product line is a group of products which are similar or substitutes to each other offered to a market for sale. In other words, it is the line of products having similar characteristic. Ex: Product line of BPL includes Television, Washing Machine, Refrigerators, Music systems etc. Trading Up: It means introducing prestigious costly products to the existing product line consisting of cheaper products. This affects the market in 2 ways. Firstly rich customers are attracted and secondly it creates artificial competition which increases the sales of cheaper products as they compare the price of two products. Trading Down:-

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If a company adds a cheaper product to the existing costly product line is called trading down. This results in attracting people who were not the customer of the company all these days because of high price. Process of developing a new product:Development of a new product is considered to be one of the most important activities of a business. If a company fails to develop new products, it has more risks because consumer tastes, preferences, needs etc, change rapidly. Introducing a new product is a difficult task. There is no guarantee that the new product developed is accepted in the market, hence the risk is higher. It is letter to adopt a scientific approach for the development of new products. Following are the different stages to develop a new product. 1. Idea Generation:The new product development process starts with search for new ideas. The idea may come from anybody. For ex: Customer competitors, dealers, top management, newspapers, Government or the research & development department. 2. Idea Screening:The purpose of idea generation is to create a large no of ideas, But the succeeding stage intense to reduce the no ideas. Here the company evaluates all ideas. The intention is to avoid expenses by stopping further processing of unwanted ideas which do not suit the company s requirements. An idea in evaluated with reference to various factors such as consumer needs investment, profitability, technology, target market etc. 3. Business Analysis:Here a detailed financial analysis is done. It is to find out ideas like financial, marketing, competition & manufacturing viability. Usually the business analysis is done by the experts the task of management in this process is to identify the product feature, estimate the market demand & the product profitability, investment required etc. Those ideas which promise more profit which minimum payback period are selected. 4. Product Development:In this stage, the product on paper is converted into a physical product. It is done either by engineering department or R & D department. Proper care must be taken while developing a product so that a new product does not become a waste. For this purpose product features, research reports, companys budget etc. have to be studied carefully if the time taken to develop a new product is too long, the company may lose opportunities because the competitors may capture the market or consumer tastes may change. This results in the R & D cost becoming a wasteful expenditure. 5. Test Marketing:After developing the product, the next programmed is to text its commercial viability to see whether it satisfies the consumer needs or not. For this the company has to develop temporarily a marketing

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program & has to promote the product heavily. Products are released in a particular market which is selected for tests. Consumer reactions are noted & features of the product are changed accordingly. Definition of Test marketing: Test marketing is defined as Launching a new product on a small scale in a particular market to study the commercial reaction. The market selected to test market selected to test market a product must be bride enough so that is includes consumers of all varieties. Objectives of Test marketing:1. To see whether the new product developed is according to consumer tastes & preferences. 2. To study the reactions of the market. 3. To study the performance of middleman. 4. To find out various reasons for the nan-acceptance of the new product.

6. Commercialization:The results of test marketing are carefully analyzed and the product is changed accordingly if necessary. After accommodating necessary changes it is finally release to the market. The process of releasing the new product to the market on a large scale is known as commercialization. Commercialization is defined as The process of finally defining abou t the product features, building up of required facilities & appropriate marketing program on the basis of test marketing results & introducing the product in the market for sale. Reasons for the failure of new products:Majority of the new products fall in the market. This is because of the following reasons:1. Poor marketing research i.e., inadequate market analysis and market appraisal. 2. Improper technology. 3. Heavy price or too costly products. 4. Poor design. 5. Failure to recognize rapidly changing market environment. 6. Improper promotional techniques. 7. Improper timing of introducing the new product 8. Failure to estimate the strength of competition. 9. Product problems & defects. 10. Inefficient management. Product life cycle:Every product has a life cycle. A product life cycle is similar to that of a human life cycle. Product also have various stages of life as human beings. From the time a product is introduced till it is withdrawn from the market, it goes through five stage. Analysis of these stages for the purpose of marketing the product is called product life cycle.

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1. The Introduction stage. 2. The growth stage. 3. The Maturity stage. 4. The saturation stage. 5. Declining stage.

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1. Introduction stage:In this stage, the new product is introduced on a large scale for the first time. Market reacts slowly to the introduction. In accept the new product. Initially the company may suffer losses. Sales improve gradually must of the products fail in this stage itself. Following are the characteristic of this stage:a. Consumers do not have knowledge about he product. b. Consumers may or may not be in the need of the new product. c. If there is a need for the product the company gets readymade demand otherwise it increases slowly. d. The competition is less. e. The cost is very high because company spends money heavily on research & development, sales promotion etc. Marketing Strategies during the Introduction Stage. The following are the strategies are that a company may adopt in this stage:a. It may spend heavily on its promotion & fix a high price. This meets two objectives namely heavy promotion creates large demand & high price brings immediate profits. b. It may fix high price & spend less on promotion This is preferred when the product has limited market in which the people have knowledge about the product & competition is completely absent. c. It may spend heavily on promotion & fix a low price:This is preferable when consumers are sensitive to price & the market is bride enough. d. It may charge low price & spend less on promotion:This is preferable when consumers are informed about the product, market is very large & there is no competition for time being. II. Growth Stage:This is also called the market acceptance stage. Following are its features:a. Consumers & traders accept the product. b. Sales & Profits increase. c. More competitors enter the market. d. Competitors may introduce new product to the market. Improves the Quality of the product. e. Distribution network increases. f. Prices may be reduced gradually.

Marketing Strategies in the growth stage: a. The company tries to impress upon the consumers that its brand is superior. b. It may introduce the new models & improve the quality. c. It may enter the new market & sell its products with new distribution channel. d. To attract more buyers it may reduce the price.

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III. Maturity Stage: This stage indicates the capacity to face the competition. Sales increase at a decreasing rate. Competition becomes severe and it is reflected in various ways such as cutting down the price, modifying the product more margin / incentives to dealers etc. Marketing strategies during the Maturity stage. In this stage, the manufacturers have to take the responsibility to promote then product. They must try to create brand loyalty etc.

IV. Saturation Stage:This is the stage when the sales reach the peak, competition intensifies further, profits begin to decline, and small competitors may withdraw from the market because of their incapability to face the competition from the big business houses. Marketing strategy during the saturation stage. In this Stage as the sales are at the peak, manufacturers must try to re-position the product or may go for entirely new market. V. Declining Stage;In this stage, there is a steep decline in the profiles. The cost Increases & the market share of the company is reduced most of the manufactures withdraw from the market. Some may reduce production & concentrate only on a limited market. Marketing Strategies during the declining stage:This stage offers one of the greatest challenges to the marketing manager. He has to take the decisions whether to continue or not to continue the product. Those channels o distribution which are costly & unproductive may be removed. In the mean time the weak points of the marketing mix may the identified and altered as required. Branding: Branding means giving a name to the product by which it should be know in the market. It adds value to the product and enables the buyer to know what is buying. Meaning of Brand:According to the American Marketing Association, A brand is a name, term, sign, symbol or design or a combination of all these which is intended to indentify, the goods & services from hi s competitors. Importance of Branding:The importance of branding may be analyzed by the advantages it offers. Advantages to the buyers. 1. A brand informs the buyers about the product features such as the quality, qt, standard etc. 2. Consumers cannot be charged higher price because manufacturers fix the price. 3. Consumers can get the product of their choice which suits their tastes & preferences

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Advantages to the sellers:a. Branded products can be sole easily. b. Branding creates loyal customers. c. When brands are registered, sellers are leally protected. d. Branding helps the seller to establish and maintain the individuality of his product.

Advantages to the society:a. A branded product promises the consumer about the quality. b. It helps in the introduction of new product by well established manufactures. Dis advantages of Branding:1. It leads to false & unnecessary differentiation of goods particularly in case of homogenous product like salt, milk, match box, etc. 2. It increases the price of the product. 3. It makes the consumer to increase their status- consciousness. 4. It creates brand monopoly. Types of Brands:There are two types of brands a. Manufactures Brand. b. Distributors Brand. a. Manufactures Brand. When manufacturer distributes his product by using his own brand it is called the Manufactures brand. Manufactures brand may be of two namely. Family Brand:It is the brand used by the manufacturer to sell all his products. In other words. For various products manufactured by him he uses the same brand. For Ex. Bajaj Products, Godrej Products etc. Individual Brand: It is also called multiple branding systems. It is followed when the manufacturer used different brands for different products manufactured by him. b. Distributors Brand / Private brand: When the marketing intermediaries like agents, wholesalers, Retailers etc, use their own brand to sell the products it is called distributors brand. For Ex: Nilgiris Bread, Namdharis Pickels, Food world Atta etc. Packing & Packaging: Many physical products which enter into the market have to be packet & labeled. Package is an integral part of the product & it is defined as designing & developing an appropriate & container or a wrapper for the product. The container or the wrapper is called package.

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Package is divided into 2 kinds namely a. Primary Package: The primary package is the products immediate container & it protects the physical product. b. Secondary Package: If refers to the material that protects the primary package & it is necessary for storage & transportation. Advantages of Packaging: 1. Package gives protection to the product & hence avoids deterioration in quality, breakage, spoilage etc. 2. Packaging makes it convenient to the distributors & dealers in handling the product at the time of storage & transportation. 3. Package assures a longer life & right weight of the product. 4. Packaging makes adulteration impossible i.e. , middlemen cannot tamper with the product. 5. Attractive packages are he selling tools & it helps in the sale of the product. 6. It helps to identify the products of a particular manufacturer. 7. Marketers can create completive difference by giving attractive & appropriate converging. 8. Packaging has made marketing of perishable goods possible. 9. Packaging is considered as a silent salesmen because it performs all the function of a salesman i. e., it explains the product gives information about its manufactures quality, quantity, price etc. 10. Packaging facilitates the other functions of marketing such as branding, labeling, distribution, storage, transportation, etc. Disadvantages:1. Packagers may be deceptive & one cannot judge the quality of the product of the product by its appearance. 2. Once the product, it is not possible to check the quality or quantity or contents of the product. 3. Goods packed cannot be sold in loose because the packagers may not suit the pockets of all classes of customers 4. Packing leads to unnecessary differentiation of the product. 5. Packaging adds to cost of making & hence increases price payable by consumers.

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MODULE- 4 Pricing Meaning of Price:Price of a product it its value expressed in terms of money which the consumer is expected to pay from the consumers point of view, it is an agreement between buyers and sellers. From the sellers point of view, it is return on the sellers point of view, it is return on the exchange and in economic terms, price is the value of satisfaction. Factors influencing the price determination:The decision to fix the price is influenced by many factors which are controllable or uncontrollable they are:1. 2. 3. 4. 5. Product characteristics Demand Cost of the product Economic condition Government regulation

1. Product Characterstics:(a) Product life cycle:A prudent manufacturers charges the price depending upon the stages of life cycle of the product. For eg:- If he has introduces the near product, he may charge a low price and increase it when it enters the growth stage. (b) Perish ability:According to the general principle, other things being equal, if a product is perishable, the price will be lower because it has to be sold as early as possible. (c) Product substitution:If there is a substitute in the market, then the price will be either equal to or lower than the price of the substitute because if the price is more, then people may purchase the substitute product only. 2. Demand Characterstics: :It is one of the most important factors influencing the price. The company must forecast demand for its products and its elasticity before fixing the price. Demand estimation helps the company to prepare sales budget and the expected price, the consumers are willing to pay. The expected price of the market is the influencing factor here. According to the general principle, the final price fixed must either be lower nor higher than the expected price. 3. Manufacturers Objectives:-

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If the manufacturers wants to increase the market share he has to fix the competitive price. In other words, he has to offer more discounts etc. On the other hand, if his objective is to increase profits, he may fix a high price. 4. Cost of the product:Most of the Companies fix the price on the basis of cost. Accordingly. Selling price is equal to total cost plus profit. The total cost includes manufacturing cost, administration cost and selling and distribution. 5. Economic Conditions:According to general economic condition theory prices will be lower during inflationary period. The Company has no control over this factor. Because it is the result of general conditions prevailing in the entire country. 6. Government Policy: If it thinks necessary to Govt. may fix price for a product. If it wants to discourage consumption, it may increase the price & reduce it to encourage Consumption. It includes, VAT, Other Taxes, Subsidies etc.. Methods of pricing or pricing policy:I. Cost Plus pricing:- In this method the cost of manufacturing a product serve as a basis to fix the price to the cost the desire profit is added and the final price is fixed Most of the companies follow this method follower are various method of cost plus pricing Pricing leased on the total cost:- Hire percentage of profit is added to the total cost to calculate the selling price. It is usually followed by wholesalers and retailers for industries such as construction, printing, repair shops etc. this method is more suitable Price based on Marginal cost:- It is the method of pricing where the price is fixed to recover the marginal cost only Marginal cost is the extra cost incurred to produce an additional unit. This method is suitable only when pricing decision are to be taken to expand the market to accept the export order etc. Break Even point:- Under this method, the price is fixed just to recover the cost incurred to produce the product. It is fixed in such a manner that the company neither makes any profit nor incurs any losses. This method is suitable during depression, when there is acute competition, when a product is new or when the product enters the declining stage of its life. Advantages of cost plus pricing:1. This method is simple and hence price can be easily determined. 2. Companies which cannot estimate the demand may follow this method. 3. It is suitable for long term pricing policy. Disadvantages:1. It neglects the demand factor of a product.

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2. It is difficult to determine the exact cost / accurate cost of the product. II. Pricing based on Competition. Competition based pricing is defined as a method where a company tries to maintain its price whit its competitors. It is suitable when competition is severe and the products in the market are homogeneous. This price is also called the going rate price the. The company cannot take the risk of either increasing the price or decreasing it following are the some of the methods based on a. Pricing above the competition level:- It is usually followed by well recognized manufacturer to take advantage of their goodwill the margin of profit is too high. This method is useful to attract the upper class & upper middle class consumer. b. Pricing below the competition level:- This type is followed by wholesalers Retailers. They offer various kinds of discounts to attract consumers. Even established companies follow this method to maintain or increase their sales during the off season. III. Pricing based on market:Depending upon the nature of the product, the manufacturer may price the price of his product. In a perfect market, he has to go for the expected price in the market. It is also called Market price & going rat priceIn case of monopoly, he is free to fix the price & can effectively practice price discrimination policy .

In oligopoly where there are few sellers Called the market leader & other follow him if price is above this level he loses sales considerably & if he reduces it, sales may not increase because competitors immediately react & reduce their price also.

Kinds of Pricing: 1. Add pricing: It means fixing the price just around round no even though there is no conclusive evidence that add pricing method increases his sales. manufacturers use this method. 2. Psychological Pricing: Under this method, the manufacturers try to take the advantage of the psychology of the consumer for eg. a company may fix the price as Rs. 999.95 instead of Rs.1000 even though the difference is only 5 paise buyers psychologically feel the product is lower. 3. Customer Pricing: Here the price is fixed by the customs of the trade. For eg. soft drinks of all competitive brands are sold approximately the same price. 4. Market Price: When the market experiences elastic demand the market price is fixed to meet the competition. This policy is followed to avoid price war. 5. Skim Pricing: It is also called prestige pricing According to some customers, higher the price of some product, more will be the quality. This is particularly true in case of luxury goods. In such a case seller deliberately fix higher price for their products. Manufacturer fixes the high price without considering the life of the product for making more profit. 6. Dual Pricing: When a manufacturer sells the same product at two different price it is called dual pricing usually a monopolist follows this policy. 25

7. Dumping: When a manufacturer charges high price in the local market & low price in foreign market is called dumping. 8. Penetrating Pricing: Here a low price is fixed to a new product to get increased market share. This is usually followed when the market is sensitive & the product faces threat from competitors. 9. Mark-up Pricing: This method is usually followed by wholesalers & retailers. Here they add a certain percentage of profit to their cost.
Objectives of Pricing: The pricing strategy has to meet certain specific objectives, both long term as well as short are some of the adjectives of pricing. term following

1. Recovery of Cost: The immediate objective of pricing is to recover full cost incurred on the product this is called break even pricing. 2. Return on investment: The price fixed should be in such a way that it yields a decent return on the investment made 3. Market Share: Increasing the market share is one of the most important objectives of pricing. 4. Meeting Competition: The price fixed should successfully meet the competition. This objective of pricing is a long term objectives. 5. Increased Sales: Price should be charged according to changing conditions but the price fixed should result in increased sales. 6. Attract Middlemen: The price fixed should be attractive to the dealers like wholesalers or Retailers. 7. Government Regulations: The pricing policy also meets the government regulations.

MODULE -5 CHANNELS OF DISTRIBUTION

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Introduction: One of the most important problems of marketing is the distribution of goods & services to the right person, right place & at the right time. Manufacturers often find it difficult to decide about the effective distribution system. The channels of distribution system, the channel of distribution refers to the group of intermediaries which perform the distribution functions. Meaning:Channel of distribution refers to the pathway or route taken by goods as they move form the point of production to the point of consumption. Definition:In the words of prof. W.Stanton, Channel of distribution is the route taken by the title to the goods as they move from producers to ultimate consumer or industrial user. It is also defined as the rout through goods move from the place of prod in to the place of consumption. Functions of the Channels: Channel of distribution help goods & services to move from the place of production to the place of consumption, hence they create place utility. Goods are brought by the channel at the time when they are needed, hence they create time utility. A channel reduces complexity in the distribution system. They provide various services such as standardization, grading, packing etc. A channel may reduce the financial burden of the producers. They supply the market information to the producers. They also help the producers in promoting their sales. Type of Channels:

1. Zero level (Producer Also called channel

channel Consumer):of the as direct selling this consists

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producer who directly sells his products to the ultimate consumers this is the shortest, simplest & cheapest form of distribution producers are benefitted by increased profits whereas consumers are benefited by reduced price. This is possible because it eliminates the middlemen completely. Manufacturers who are financially sound follow this channel of distribution. For products like jewelries & industrial goods. This is the best channel. 2. One level Channel :-( Producers Wholesalers Consumers or Producers Retailers Consumers). This is a short channel where the manufacturer may himself perform some of the functions of the wholesaler. This is considered to be the best channel as it eliminates some of the market intermediaries when there is large scale prod in inelastic demand & manufacturers are financially sound, this channel is proffered.

3. Two Level Channel: (Manufacturer Wholesalers Retailers Consumer) : This is the traditional channel it is more useful in the case of buyers, sellers and manufacturers in large scale. The manufacturer sells his products in large quantities to the wholesalers who in turn sell in small quantities to the retailers & finally retailers sell to ultimate consumers products which have a low unit value & which are purchased frequently may be distributed through this channel. 4. Three Level Channel:- (Manufacturer Agent Wholesalers Retailers Consumers): In this channel the manufacturers appoints agents such as a sales agent to sell their products. The agents in- turn may distribute to wholesalers who intern sell to retailers. Many textile mills have sales agents for distribution. It is also preferable for exporters or MNCS Factors affecting the selection of channel. Selection of a particular channel depends upon various factors they are:1. Market factors 2. Product Factors 3. Company Factors I. Market Factors: Nature of the market:- When the manufacturer produce consumer goods the channel will be lengthy because the market will be lengthy because the market will be large & spread over throughout the country. In case of industrial goods, he can sell directly to the industrial users because they are concentrated in four places. Number of Consumers: - In case if the no of consumers are limited, the manufacturer can sell directly to them. If consumers are scattered, the manufacturers should go for the large channel.

II. Product Factors:Unit value of the products: Lower the value of the product, large will be channel for ex. salt, match boxes etc.

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Perish ability:- In case of perishable products the shortest channel should be used because they should be used as quickly as possible for ex:- fruits, vegetables, milk etc. Nature of the Product: If the product is highly technical in nature, the manufacturer directly sells it to the buyers for ex:- computers, motor vehicles washing machine etc. II. Company Factors:Finance:- If the company is financially sound, it can sell its products directly to the consumers by maintaining by its own warehouse Retail shops etc. Management Capabilities:- If the management is capable of handling the dist function efficiently it can prefer a shorter channel. Elimination of Middleman or Middlemen necessary in channel The Channels of distribution are the means through goods are passed on to the consumer in the process they perform various marketing functions like financing transportation, grading, standardization. Risk learning etc. To perform these functions they have to incur cost. Hence, services of middlemen have to be paid for either by the manufacturer or by the ultimate consumer many manufacturers are trying to eliminate middlemen or they try to sell directly because of the improvement in retailing techniques like E commerce, M- business etc. It should be noted that even though manufacturers can eliminate middlemen they cannot eliminate their functions. In other words, functions performed by them must be taken by the produce if goods are to be made available in the market. Manufacturers try to eliminate middlemen, perform the functions of middlemen at the lowest possible cost & to secure the consumers best. Arguments in favor of middlemen. 1. They prevent the direct contact between producers & consumers. This makes difficulty for the consumers to express their grievances which result in customer dis satisfaction which may luring down sales. 2. Middlemen also manipulate the economy. They mislead both producers & consumers. 3. Middlemen are also referred to as cost escalators. In other words, they unnecessarily increase the price of the product. 4. They often dictate the terms of the market. 5. They are also referred to as fair whether friends. In other words, they try selling only other products which give them maximum profit. 6. In practice they do not perform any marketing function. They simply transfer the ownership without shouldering any responsibility. To conclude, it can be said that many manufacturer regard many middlemen as evils. But all of them eliminate middlemen Hence they are considered as necessary evil .

LOGISTICS

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List of Top Logistics Companies Of India: TNT Express: This company is a key leader in the international market in the sector of global express services. The company ensures safe and on time delivery of your documents,freight and parcels. The company offers time and day definite delivery in about 200 nations across the world. It operates 47 jet freighter aircraft and 26,000 road vehicles and has a network of 2,300 companies. AFL : One among the acknowledged leaders among the logistics companies in India is AFL. Through its domain of logistics services,the company has delivered world class service in India. In 1979,the company introduced the first ever courier service by forming an alliance with DHL World Wide Express. The company offers services like Logistics and warehousing,Courier Company and Custom Consultant. DHL : This company is one among the major logistics companies in India. It is a market leader globally in overland transport,air freight and international express. The company ranks No.1 in the world in contract logistics and ocean freight. The biggest logistics and express network in the world has a network in about 220 territories and countries,72,000 vehicles,350 Aircrafts,36 hubs and 4,700 bases.

Blue Dart : This logistics company is South Asia's top integrated express package Distribution and courier company. The domestic network of the company covers about 21,340 locations and provides service to 220 countries by the company's sales alliance with DHL. It provides the best service like Free Pick up from Your location,Regulatory Clearances,Real Time Tracking,Free Computerized Proof of Delivery etc. Gati : The company is a key leader in then arena of express cargo delivery and a significant one in the supply chain management solutions and distribution in India since the year 1989.The company provides services like the WareHousing,Express Cargo etc. Logistics Solutions of the company are Warehousing,Supply chain Management. The Distribution Solutions of the company are Gati Surface Express, Gati coast to coast, Gati Air Express etc. Safexpress : It is one of the largest express company in India. The company offers the best and integrated logistics solutions. In 2002 the Limca Book of Records declared the company as the Largest Logistics service Provider in India. The company has a network over 550 locations in 28 states and 7 countries. It has 3000 weather proof ISO-9002 vehicles. Ashok Leyland : The leading provider of logistic vehicles for the India Army is this company. It is a key leader in the tractor-tailers and multi axle trucks. The company manufactures buses,trucks,engines and special application vehicles in India. It is promoting a new company called Ashley Transport Services Ltd. for exchange of information and integrated services related to logistics in order to tackle the business of freight contractors. Agarwal Packers and Movers: This popular Indian logistics company provides logistic services like the home shifting,car packing etc. across India. The company believes in keeping technology and people and of course heart and soul in the movement of the individuals respective items. The company offers quality service in transportation and packing. DTDC : The biggest Domestic Delivery Network Company is DTDC. The company offers high class delivery service in about 3700 Indian locations and 240 international places. The company dispatch about 10 million parcels in a month.It also offers low cost for bigger parcels to US,UK,India,Nepal,Dubai and other places across the world. First Flight: This logistics company in India specializes in courier services world wide. The multi-tracking programs of the company are Domestic ,International,First Wheels,First Wings and many others. The overseas offices of the company are in Malaysia,Singapore,UK,US,UAE, Quatar, Oman.

SL.NO 1

NAME

SL.NO 26

NAME

TNT AFL

Blazeflash Couriers Ltd. Caravan Roadways Ltd. 30

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DHL Blue Dart Gati Safexpress Ashok Leyland Agarwal Packers & Movers DTDC First Flight Jet Airways ABC India Ltd Four Soft

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Sreyas Shipping & Logistics P.M.Packers & Movers HTL Logistics Central Warehousing Corporation Aqua Logistics Sun Logistics Skypak Skycom Express Greenwich Meridian Logistics (India) Pvt. Ltd. Skywing Packers Movers Almighty International Logistics (I) Pvt. Ltd Continental Warehousing Corporation Ltd. Safe Packers Movers AP Logistics Mega Air Cargo Customs Mumbai Vision Logistics Pvt. Ltd Merchant Shipping Services Pvt. Ltd Samsara Shipping Redifined SMG Spacers Karam Freight Movers Inter World Airogo Travel& Cargo Pvt. Ltd

4 5 6 7 8 9 10

29 30 31 32 33 34 35

11

36

12

37

13

38

14

Essar Tata Prologix Welgrow Line India Pvt. Ltd. Agil Freight Logistics Pvt. Ltd. Dynamic Logistics Flyjac Blantyre Merchants Logistics Transport Corporation Of India J.M.Baxi & Co. Thakur Shipping Agency A.V.freight & Logistics

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15 16 17

40 41 42

18

43

19

44

20

45

21

46

22

47

23

48

24

49

25

50

MODULE-6 Promotion Meaning: Promotion is path of an organizations marketing mix that is used to inform & persuade the market regarding its products & services.

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Another one of the 4P's is 'promotion'. This includes all of the tools available to the marketer for 'marketing communication'. As with Neil H.Borden's marketing mix, marketing communications has its own 'promotions mix.' Think of it like a cake mix, the basic ingredients are always the same. However if you vary the amounts of one of the ingredients, the final outcome is different. It is the same with promotions. You can 'integrate' different aspects of the promotions mix to deliver a unique campaign. Definition:Philip kotter defines it as Promotion compasses all the tools in the Marketing mix, whose major vole is Persuasive communication. Nature of Promotion. 1. Promotion Creates awareness about the Product or Service. 2. Promotion Creates and stimulates demand. 3. Promotion reminds the customer about the Product. 4. Promotion Plays the vole of Communication channel. 5. Promotion aims to influence buyer behavior and his predict positions. 6. Promotion Includes advertising, Publicity, Personal selling, direct selling etc. Importance of Promotion. 1. Promotion is important to locate the customer. 2. Promotion influences buyer behavior and Creates demand. 3. Promotion is Important to communicate the information of the Product. 4. Promotion is important to large Scale Production. 5. Promotion is important stay alive in the market even in the difficult situations like recessions. 6. Promotion is important to reap the benefit from the Product during its life cycle. i.e. Introduction More promotion etc. 7. Promotion acts as the best means of non price competition. 8. Promotion is a systematic attempt to more a consumer from a stage of un-awareness to awareness and action. The Methods of Promotion Personal Selling. Sales Promotion. Public Relations. Direct Mail. Trade Fairs and Exhibitions.

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Advertising. Sponsorship.

The elements of the promotions mix are integrated to form a coherent campaign. As with all forms of communication. The message from the marketer follows the 'communications process' as illustrated above. For example, a radio advert is made for a car manufacturer. The car manufacturer (sender) pays for a specific advert with contains a message specific to a target audience (encoding). It is transmitted during a set of commercials from a radio station (Message / media). The message is decoded by a car radio (decoding) and the target consumer interprets the message (receiver). He or she might visit a dealership or seek further information from a web site (Response). The consumer might buy a car or express an interest or dislike (feedback). This information will inform future elements of an integrated promotional campaign. Perhaps a direct mail campaign would push the consumer to the point of purchase. Noise represent the thousand of marketing communications that a consumer is exposed to everyday, all competing for attention.

The Promotions Mix Let us look at the individual components of the promotions mix in more detail. Remember all of the elements are 'integrated' to form a specific communications campaign. 1. Personal Selling. Personal Selling is an effective way to manage personal customer relationships. The sales person acts on behalf of the organization. They tend to be well trained in the approaches and techniques of personal selling. However sales people are very expensive and should only be used

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where there is a genuine return on investment. For example salesmen are often used to sell cars or home improvements where the margin is high. 2. Sales Promotion. Sales promotion tend to be thought of as being all promotions apart from advertising, personal selling, and public relations. For example the BOGOF promotion, or Buy One Get One Free. Others include couponing, money-off promotions, competitions, free accessories (such as free blades with a new razor), introductory offers (such as buy digital TV and get free installation), and so on. Each sales promotion should be carefully costed and compared with the next best alternative. 3. Public Relations (PR). Public Relations is defined as 'the deliberate, planned and sustained effort to establish and maintain mutual understanding between an organization and its publics' (Institute of Public Relations). It is relatively cheap, but certainly not cheap. Successful strategies tend to be long-term and plan for all eventualities. All airlines exploit PR; just watch what happens when there is a disaster. The pre-planned PR machine clicks in very quickly with a very effective rehearsed plan. 4. Direct Mail. Direct mail is very highly focussed upon targeting consumers based upon a database. As with all marketing, the potential consumer is 'defined' based upon a series of attributes and similarities. Creative agencies work with marketers to design a highly focussed communication in the form of a mailing. The mail is sent out to the potential consumers and responses are carefully monitored. For example, if you are marketing medical text books, you would use a database of doctors' surgeries as the basis of your mail shot. 5. Trade Fairs and Exhibitions. Such approaches are very good for making new contacts and renewing old ones. Companies will seldom sell much at such events. The purpose is to increase awareness and to encourage trial. They offer the opportunity for companies to meet with both the trade and the consumer. Expo has recently finish in Germany with the next one planned for Japan in 2005, despite a recent decline in interest in such events. 6. Advertising. Advertising is a 'paid for' communication. It is used to develop attitudes, create awareness, and transmit information in order to gain a response from the target market. There are many advertising 'media' such as newspapers (local, national, free, trade), magazines and journals, television (local, national, terrestrial, satellite) cinema, outdoor advertising (such as posters, bus sides). Objectives of Advertising:- The main adjectives may be explained in the AIDA formula where A - Attract the attention , I - Create interest, D - Desire, A - Action In other words, a good advertisement must attract the consumers, create interest in them, make them to desire the product & finally they should buy the product. The other objectives are:To bring to the notice of the consumer, the product, its features, uses etc. To make an immediate sale. To build demand in case of a new product build overall image of the company To build brand recognition. Increase market share. Build overall image of the company.

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Reach new markets. 7. Sponsorship : Sponsorship is where an organization pays to be associated with a particular event, cause or image. Companies will sponsor sports events such as the Olympics or Formula One. The attributes of the event are then associated with the sponsoring organization. The elements of the promotional mix are then integrated to form a unique, but coherent campaign. Factors affecting the media selection:1. The objective of advertising is that if immediate action is required T.V . Newspaper etc may be used. 2 Geographical factors such as circulation of media, required coverage etc.

3. Nature of the message for exp if the advertisement is just to inform the people about something only sign boards can be used. 4. Cost of the media for exp newspapers are the cheapest media whereas the television is the costliest. 5. Financial resources available. 6. The Nature of the product.

7. The nature of the consumer. 8. Power of the media to reach the target market. Types of Advertising or Media of Advertising 1. Press Publicity:(a) Newspapers:Newspapers are useful to advertise all types of products. They are more flexible and cheaper. In case of products which are to he sold quickly or within a limited period this is the most useful media. Before selecting a particular newspaper the advertiser must taken into A/c its circulation, Readers, Cost Etc. Advantages of Newspapers 1. It reaches all most all places hence the exposure is maximum. 2. As newspapers are published daily continuous publicity is possible. 3. They are more flexible, economical & convenient. 4. Advertisement may be changed according to the requirement Disadvantages :1. The life of advertisement is very short. 2. It becomes waste if there is no market for the product advertised in the place of circulation. 3. It becomes waste if readers do not go through the advertisement. b. Magazines:Magazines are read be leisurely. They are more attractive. Magazines may be general meant for general public or specially meant a particular group of people. For exp India Today, Business India, Womans Era.

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Advantages:1. The quality of advertisement is better because of the better design, print, colour and the quality of the paper. 2. The advertisement reaches the target market. 3. Almost all advertisement are read because their number will be limited they more attractive and readers have enough time to go through them. Disadvantages:1. It is not flexible. 2. It is comparatively costlier. 3. As it is published periodically urgent messages can not be advertised. 2. Direct Mail Advertising:This method is more popular in case of mail order business. The Advertiser maintains a list of prospective customer and advertisement is dispatched to them directly by post. Advertisement may be in the form circular, vouchers, catalogues etc. Advantages:1. The advertiser can reach any part of the country and convey his message directly to his customer. 2. It tries to build personal contact as the message is addressed to consumer himself. 3. The message can be altered accordingly to the requirement. 4. It reaches the target market. Disadvantages:a) It is difficult to prepare the list of prospective customers b) In case of products, which need personal attention, inspection before and after sale service, it cannot be used. 3. Outdoor Advertisement:This is oldest form of advertising. It is suitable to promote products that need a wide appeal. Message are exhibited at busy streets and places. They are primarily meant for the moving population. Outdoor Advertisement help the advertiser to remind the people his products frequently. Posters, maintaining, electronic sign boards, sky writing etc are the various forms of the outdoor advertising. Advantages 1. It attracts the attention of the people. 2. It is flexible and comparatively cheaper 3. It has mass appeal 4. It is useful to promote the brand name.

Disadvantages: 1. The message is limited.

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2. It is difficult to find out the impact of advertisement. 3. It is not the primary form of advertisement at the bet it supplement other methods.

4. Broadcast Media: Radio: In our country radio us a means of advertisement was first used in 1927. At present it is one of the most effective tools of advertising in almost all countries sponsor commercial programs through radios. Advantages:1. Its coverage is very wide. 2. It reaches even the illiterate consumers. 3. It is more flexible in the sense that the advertiser can broadcast the message at the time when the wants it & in the language he wants it. 4. The chance of being heard is more because advertisements are broadcasted in .. Various popular programmers. 5. Advertisements are effective as they are recreational in nature. 6. For emergency advertisement this is the most suitable media. Disadvantages: 1. As it reaches general consumers, advertisement expenditure ma become unproductive. 2. Its life is extremely short. 3. It is more expensive. Television: Being the latest introduction in the field of management it has occupied the most important position. Most manufacturers prefer this media because it has both audio & video effects. It is suitable for consumers shopping & specialty goods & all types of industrial goods. Advantages: 1. It is the only media which appeal both the eyes & the ears. 2. Creativity can be achieved. 3. It has more life than any other media. 4. It is more flexible i.e. advertisement can be telecasted when programmers relating to a particular group. For ex:- manufacturer 5. Toys may telecast the advertisement when children programmers are telecasted.

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Disadvantages:1. Because of too many advertisement, the consumer may lose interest in them

2. The life is also short. 3. It is the costliest form of advertisement.

Cinema: It is one of popular media in our country because of wide number of audience. Advantages:1. Almost all the advertisements are looked & read by the people. 2. Advertisement has audio visual effect. 3. It may be in the form of slides, documentaries etc. Disadvantages:1. Its life is extremely short. In other words, once the cinema begins the people may forget all the advertisement. 2. Because of the many advertisement customers may lose interest in them. 3. It is the costliest form of advertisement. Exhibitions fair demonstration, window displays are the other forms of advertisement.

Criticisms on Advertisement:1. It is considered as unproductive expenditure. 2. It forces the people to purchase the product which are not within the reach. 3. It increases the cost of the products. 4. Most advertisement misleads the people. 5. Most advertisements are unethical immoral. 6. It is used as tool to deceive the propel. 7. They may make false claims & omit certain things intentionally. 8. If advertising does not serve the purpose the purpose for which it is resorted to, it will be a waste. 9. Advertisement will be a waste if it was not properly concussed & executed.

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Advertisement Copy: Advertisement copy is the textual matter appearing in an advertisement in other words. It is written matter or message which the advertiser wants to convey to the public. Preparation of advertisement copy: An advertisement copy must be prepared carefully otherwise investment on advertisement will be a more waste. It should be prepared, taking into consideration the following: a. The nature of the product to be advertises. b. The types of customers to whom the advertisement is intended. c. The kind of advertising media to be employed. d. The objective to be achieved through advertisement i.e. whether a advertisement is intended to create a new demand or to maintain an existing demand or to increase the existing demand. Essentials of a goods advertisement copy:A good advertisement copy should attract the attention of the prospective customers, create & hold their interest in the product advertised and secure action & maintain the same order to achieve the above objective a good advertisement copy should process the following characteristic. 1. Attention value:- It must draw the attention of the prospects & induce them to read the message. 2. Suggestive value: It must suggest to the prospects of the advantages of using the product advertised. This is done by presenting the advertising matter with suitable suggestive pictures. 3. Convincing Value:- Advertisement copy must convenience the prospects of the product advertised. This can be done by giving facts & figures in the advertisement copy. 4. Remembrance value:- It must have a lasting impression upon the readers mind. In other words. It must make the prospects remember the product advertised till they act to buy the advertised till they act to buy the advertised product. This can lie done by using slogans in the advertisement copy & also by repeating the advertisement. 5. Sentimental Value:- It must respect the sentiments or feelings of the people & whom it is meant. 6. Instinctive Value:- It must tackle the prospectus instincts like beauty, pride, health, economy, fear, safety, affection, love etc. 7. Educative Value:- It must educate the customers about the special attributes & the unfamiliar use of the product advertised. 8. Truthful:- It must be truthful in other words, it must not contain misleading information. 9. Simplicity:- It must be simple in other words. It must contain a few simple words which can give more information.

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Advertising evaluation Once the small business owner has successfully designed and placed an ad (or had that ad successfully designed and placed by an agency), he or she will be eagerly awaiting the increased sales that advertising promises. While advertising can be an effective means of increasing profitability, measurable increases in sales may not be immediately forthcoming. But if the advertising was well-planned, wellplaced, and well-executed, it will likely produce positive results eventually. Cumulative Effects It is widely accepted among advertising experts that one major benefit of advertising any business is the cumulative effect of the message on consumers. This effect occurs as consumers are repeatedly exposed to advertising which may not have an immediate impact, but becomes familiar and remains in the memory. This message will be recalled when the need arises for the service which was advertised. The consumer, because of the cumulative effects of advertising, will already be familiar with the business's name, as well as the image that it has cultivated through its advertising campaigns. For example, a consumer has heard a carpet cleaning company's ads for months, but until the need arises to have his or her carpets cleaned, there is no reason to contact the company. When that need does arise, however, he or she will already know the name of the company and feel familiar enough with it to engage its services. CONSISTENCY. One trap that advertisers sometimes fall into is that of restlessness or boredom with a long-running campaign. The ownership of a small business may feel a need to change a long-running advertisement simply because of a desire to try a new, more exciting avenue. There are certainly valid reasons for doing so (stagnant sales, changing competitive dynamics, etc.) at times, but advertising experts discourage businesses from yanking advertisements that continue to be effective just for the sake of change. "If it ain't broke, don't fix it," is the guiding principle behind this caution. They note that consumers learn to associate businesses with certain advertisements, design elements, or themes, but that these associations sometimes take time to sink in. Similarly, industry observers counsel small business owners to maintain a level of consistency with the advertising media they utilize (provided those media are effective, of course). By choosing an appropriate style and theme, and carefully placing ads in effective media, the small business owner begins to create a lasting foundation for his or her company. Maintaining an advertising campaign in itself advertises the stability, dependability, and tone of a business. If customers are finding the ads useful, then the advertising is working; changing the ads could diminish their effectiveness. Strategies for Tracking Advertising's Effectiveness Before the advertiser decides to stick with one advertising plan for the next several years, however, he or she wants to be sure that the advertising is having some effect. Because of the

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cumulative effect of advertising, this can sometimes be difficult to ascertain. The following are suggestions for the sometimes vague science of tracking the effectiveness of advertising: MONITORING SALES FIGURES. This strategy involves tracking sales from a period before the current advertising was used, and then comparing those figures to sales made during the time the advertising is active. One pitfall of this strategy is not choosing a representative time period. One month's worth of sales figures may not be enough to fully gauge the effectiveness of an ad. Ideally, the business owner could compare figures from long periods of sales to exclude changes due to factors other than advertising, such as seasonal fluctuations and holiday sales. RUNNING A COUPON. One satisfyingly concrete way of tracking how many customers were exposed to advertising is to use coupons. These coupons, which will typically provide some sort of discount or other incentive to customers to use them, can be easily tabulated, providing businesses with tangible evidence of the advertising campaign's level of effectiveness. Such measurements, however, are limited to print campaigns. Another version of the coupon, which is effective across media types, is to encourage customers to mention their exposure to an ad in return for a bonus. For example, a radio ad might include the sentence, "Mention this ad for an additional 5 percent off your purchase!" SURVEYING CUSTOMERS. Perhaps the most accurate and easiest method of tracking the effectiveness of a media campaign is simply asking customers how they were directed to you. You can ask if a customer saw a particular ad, or more generally ask how they came to know about the shop or service. Consumers are generally pleased to be asked for their input, and they can give you firsthand accounts of how advertising is effecting your business. Sales Promotion:- According to some Authors Sales promotion is a broader term which includes all activities such as advertisement, personal selling, publicity etc to capture the market. According to American Marketing Association sales promotion is A group of activities other than advertising personal selling & publicity that stimulate consumer purchasing and dealers effecti veness ex:- Discount, sample, exhibitions etc. Differences between Advertising & Sales promotion Advertising 1. It is a recurring event 2. It moves the buyers towards the product 3. It induces the prospects to buy a product Sales Promotion It is a non recurring event. It moves the product towards the buyers It provides an additional stimulation to the prospects to buy the product. 4. Its effects do not include personal selling 5. It may be undertaken either by the producers of by the dealers Its effects may include personal selling. It is always undertake by the producers only.

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Objectives of Sales promotion: 1. To increase the sales of a product. 2. To stimulate the greater use by the actual customers. 3. To attract new customers. 4. To help the middlemen to carry on their sales successfully & efficiently. 5. To help the salesman to sell more 6. To face the competition effectively. 7. To just the products during off season.

MODULE -7 RECENT TRENDS IN MARKETING

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E-Marketing is essentially part of marketing. But what is the difference between eMarketing and Internet or web marketing? What are the eMarketing tools? And how do marketers plan for eMarketing? This lesson aims to answer these questions. Marketing is an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders. Therefore eMarketing by its very nature is one aspect of an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders. As such an aspect, eMarketing has its own approaches and tools that contribute to the achievement of marketing goals and objectives. eMarketing is achieving marketing objectives through use of electronic communications technology. (Chaffey 2006). What are the eMarketing tools? The Internet has a number of tools to offer to the marketer. A company can distribute via the Internet e.g. Amazon.com. A company can use the Internet as a way of building and maintaining a customer relationship e.g. Dell.com The money collection part of a transaction could be done online e.g. electricity and telephone bills. Leads can be generated by attracting potential customers to sign-up for short periods of time, before signing up for the long-term e.g. which.co.uk. The Internet could be used for advertising e.g. Google Adwords. Finally, the web can be used as a way of collecting direct responses e.g. as part of a voting system for a game show.

Telemarketing (known as telesales in the UK and Ireland) is a method of direct marketing in which a salesperson solicits to prospective customers to buy products or services, either over the phone or through a subsequent face to face or Web conferencing appointment scheduled during the call. Telemarketing can also include recorded sales pitches programmed to be played over the phone via automatic dialing. Telemarketing has come under fire in recent years, being viewed as an annoyance by many.

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Subcategories Lead Generation, the gathering of information Sales, using persuasion to sell a product or service Outbound, proactive marketing in which prospective and preexisting customers are contacted directly Inbound, reactive reception of incoming orders and requests for information. Demand is generally created by advertising, publicity, or the efforts of outside salespeople. Procedure Telemarketing may be done from a company office, from a call centre, or from home. It may involve either a live operator or a recorded message, in which case it is known as "automated telemarketing" using voice broadcasting. "Robocalling" is a form of voice broadcasting which is most frequently associated with political messages. An effective telemarketing process often involves two or more calls. The first call (or series of calls) determines the customers needs. The final call (or series of calls) motivates the customer to make a purchase. Prospective customers are identified by various means, including past purchase history, previous requests for information, credit limit, competition entry forms, and application forms. Names may also be purchased from another company's consumer database or obtained from a telephone directory or another public list. The qualification process is intended to determine which customers are most likely to purchase the product or service. Charitable organizations, alumni associations, and political parties often use telemarketing to solicit donations. Marketing research companies use telemarketing techniques to survey the prospective or past customers of a clients business in order to assess market acceptance of or satisfaction with a particular product, service, brand, or company. Public opinion polls are conducted in a similar manner. Telemarketing techniques are also applied to other forms of electronic marketing using e-mail or fax messages, in which case they are frequently considered spam by other people. Relationship Marketing It was first defined as a form of marketing developed from direct response marketing campaigns which emphasizes customer retention and satisfaction, rather than a dominant focus on sales transactions. As a practice, Relationship Marketing differs from other forms of marketing in that it recognizes the long term value of customer realtionships and

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extends communication beyond intrusive advertising and sales promotional messages. With the growth of the internet and mobile platforms, Relationship Marketing has continued to evolve and move forward as technology opens more collaborative and social communication channels. This includes tools for managing relationships with customers that goes beyond simple demographic and customer service data. Relationship Marketing extends to include Inbound Marketing efforts (a combination of search optimizaton and Strategic Content), PR, Social Media and Application Development. Approaches

Satisfaction
Relationship marketing relies upon the communication and acquisition of consumer requirements solely from existing customers in a mutually beneficial exchange usually involving permission for contact by the customer through an "opt-in" system.[4] With particular relevance to customer satisfaction the relative price and quality of goods and services produced or sold through a company alongside customer service generally determine the amount of sales relative to that of competing companies. Although groups targeted through relationship marketing may be large, accuracy of communication and overall relevancy to the customer remains higher than that of direct marketing, but has less potential for generating new leads than direct marketing and is limited to Viral marketing for the acquisition of further customers. Retention A key principle of relationship marketing is the retention of customers through varying means and practices to ensure repeated trade from preexisting customers by satisfying requirements above those of competing companies through a mutually beneficial relationship [5][4] This technique is now used as a means of counterbalancing new customers and opportunities with current and existing customers as a means of maximizing profit and counteracting the "leaky bucket theory of business" in which new customers gained in older direct marketing oriented businesses were at the expense of or coincided with the loss of older customers.[6][7] This process of "churning" is less economically viable than retaining all or the majority of customers using both direct and relationship management as lead generation via new customers requires more investment.
[8]

Many companies in competing markets will redirect or allocate large amounts of resources or attention towards customer retention as in markets with increasing competition it may cost 5 times more to attract new customers than it would to retain current customers, as direct or "offensive" marketing requires much more extensive resources to cause defection from competitors Retailing

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It consists of the sale of goods or merchandise from a very fixed location, such as a department store, boutique or kiosk, or by mail, in small or individual lots for direct consumption by the purchaser.[1] Retailing may include subordinated services, such as delivery. Purchasers may be individuals or businesses. In commerce, a "retailer" buys goods or products in large quantities from manufacturers or importers, either directly or through a wholesaler, and then sells smaller quantities to the end-user. Retail establishments are often called shops or stores. Retailers are at the end of the supply chain. Manufacturing marketers see the process of retailing as a necessary part of their overall distribution strategy. The term "retailer" is also applied where a service provider services the needs of a large number of individuals, such as a public utility, like electric power. Shops may be on residential streets, shopping streets with few or no houses or in a shopping mall. Shopping streets may be for pedestrians only. Sometimes a shopping street has a partial or full roof to protect customers from precipitation. Online retailing, a type of electronic commerce used for business-to-consumer (B2C) transactions and mail order, are forms of non-shop retailing.

VIRUAL MARKETING The buzzwords VIRTUAL marketing refer to marketing techniques that use pre-existing social networks to produce increases in brand awareness or to achieve other marketing objectives (such as product sales) through self-replicating VIRTUAL processes, analogous to the spread of pathological and computer viruses. It can be word-of-mouth delivered or enhanced by the network effects of the Internet.[1] VIRTUAL promotions may take the form of video clips, interactive Flash games, advergames, ebooks, brandable software, images, or even text messages. The goal of marketers interested in creating successful VIRTUAL marketing programs is to identify individuals with high Social Networking Potential (SNP) and create VIRTUAL Messages that appeal to this segment of the population and have a high probability of being taken by another competitor. The term "VIRTUAL marketing" has also been used pejoratively to refer to stealth marketing campaignsthe unscrupulous use of astroturfing on-line combined with undermarket advertising in shopping centers to create the impression of spontaneous word of mouth enthusiasm.[ M-BUSINESS Mbusiness, or the mobile business, is the hottest property around the world these days. The mbusiness has aquired a kind of leaverage by which it will be quite impossible to keep it down for many years to come. The m business will only rise, and with the adoption of mobile rising year by year, it will becomme the

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darling of the masses. The e business will get a change, and no longer will people asses their biz from the desktop. They will shift more and more to mobiles, and this is a thing that will change the face of the mwww around the world. Features & Benefits M-Business Anywhere Application Edition enables you to extend enterprise applications such as Mobile Sales, Mobile Inspection and custom applications to mobile handhelds. Application Edition supports on-device Mobile Dynamic HTML, CSS Style Attributes, JavaScript, Databases and the Document Object Model. Application Edition is Web services and .NET ready and includes deployment licenses for MobiLink and UltraLite. M-Business Anywhere Web Edition enables users to access their corporate intranet from mobile handhelds and enables businesses to mobilize simple forms-based applications and content. Web applications Create mobile Web applications that work regardless of the network Smart client for offline/online Web functionality Faster and more cost-effective development using established Web tools/skills/personnel/standards

Dynamic presentation

Create dynamic always-available user interfaces Seamless application deployment and updating

On-device logic

Create device-independent business logic

Uses existing infrastructure

Mobilize your existing applications and Web content Support for the widest variety of mobile devices Applications developed using Web standards are easy to maintain and update, resulting in low TCO for mobile applications

Access to up-to-date customer account information

Allows field workers to provide superior customer care right at the point of action Workers in the field are able to make faster, better-informed decisions

Collecting data

Mobile workers can improve data accuracy by collecting information at the point of action, thereby reducing the possibility of data entry errors

Indias most viewed websites S.No 1 2 3 Site Rediff.com Indiatimes.com In.com DOB 2/8/1997 22/12/96 20/5/97 Type Portal Portal Portal

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4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46

Naukri.com IRCTC.co.in Bharatstudent.com Sify.com Mapsofindia.com ICICIbank.com Moneycontrol.com Hdfcbank.com IndianRailways.com Monsterindia.com sulekha.com OneIndia.in ibibo.com NDTV.com masalatalk.com Way2sms.com Justdial.com Shaadi.com Clickindia.com Guruji.com Rediffmail.com Bharatmatrimonial.com Jeevansathi.com Bsnl.in eenadu.net Timesjobs.com VSNL.net.in Raaga.com Hindu.com Makemytrip.com Indiamart.com Nseindia.com Chakpak.com Bollywoodsargam.com Musicindiaonline.com Timesofindia.com Hindustantimes.com Pagalguy.com Tradeindia.com Expressindia.com Indya.com Relianceinfo.com samachar.com

27/3/97 4/6/2002 1/12/2000 29/3/98 14/9/98 2/6/1997 28/2/00 10/4/1997 3/2/1998 16/5/00 25/2/98 17/2/05 9/9/2006 26/9/96 15/2/00 17/12/05 14/11/97 11/8/1997 6/5/2003 16/1/04 15/8/98 27/12/99 4/12/1998 31/03/03 3/2/1997 13/12/02 28/2/03 27/11/08 1/3/1996 8/5/2000 8/3/1996 17/8/98 30/1/06 27/1/01 17/10/98 8/4/1996 14/8/96 5/7/2002 25/9/98 13/11/96 9/9/1999 14/3/02 31/05/97

Jobs Railways Social Network ISP Maps Bank Finacial Information Bank Railways Jobs Web Blogs News ISP News Bollywood Messaging Search Engine Matrimony Classifieds Search Engine Portal Matrimony Matrimony Bill Payement News Jobs ISP Music Newspaper Travel B2B market place Stock Bollywood Bollywood Music News News Education Trade News Bollywood News Reliance Site News

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47 48 49 50

wipro.com Indiainfoline.com TCS.com Ciol.com

8/12/1992 31/12/98 25/12/97 8/4/1996

I.T Information I.T Computers

PERSONALITY DEVELOPMENT Here are some tips in improving personality: 1. Be interested in people. Try to discover what other people want. Know their likes, dislikes, interests, and beliefs. By doing this, you will be regarded as a person with an attractive and pleasing personality. 2. Assume that people like you. If you show the other person that you want people to talk to you, they will react to you with warmth. 3. Admit your weaknesses. Do not regard yourself as a perfect person. Just as persons have strengths, they also have their weaknesses. To improve your personality, you should admit that you also have defects. 4. Admire your friends. Praise them for their achievements. Tell them how attractive they look. Make them feel how important they are to you. By this, they will also give importance. 5. Associate with people who are successful and happy. Seek the companionship of others who can give you new points of views, renewed hopes, and meaningful life. Ask for their advice and guidance. They can give you valuable insights about their experiences in life. You can learn from their insights and apply their insights to improving your personality. 6. Attend social gatherings. Social gatherings can increase your circle of friends. Social events can likewise give you new insights and experiences. It can help improve your relationships with other people and your community. Social gatherings can help you develop your communication skills. 7. Change your environment. Go on vacation or rest in a new place. Renovate your house and fix your furniture. Introduce changes in your environment. 8. Learn new things. Learn how to cook or play the piano. Enroll in voice lessons. Indulge in gardening. By doing this, you are expanding your horizons. Aside from this, you can also develop your skills in other areas such as public speaking and understanding other peoples attitudes and beliefs. Improving your personality takes a lot of work and dedication. While it may take a lot of work, it can be worthwhile and fun because you are focusing your attention on improving relationships with others and yourself.

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BODY LANGUAGE
Body language is a form of non-verbal communication, consisting of body pose, gestures, and eye movements. Humans send and interpret such signals subconsciously. It is often said that human communication consists of 93% body language and paralinguistic cues, while only 7% of communication consists of words themselves
[1]

- however, Albert Mehrabian, the researcher whose 1960s

[2]

work is the source of these statistics, has stated that this is a misunderstanding of the findings percent of all meaning is derived from nonverbal behavior."[3]

(see

Misinterpretation of Mehrabian's rule). Others assert that "Research has suggested that between 60 and 70

Body language may provide clues as to the attitude or state of mind of a person. For example, it may indicate aggression, attentiveness, boredom, relaxed state, pleasure, amusement, and intoxication, among many other cues. 1. Dont cross your arms or legs You have probably already heard you shouldnt cross your arms as it might make you seem defensive or guarded. This goes for your legs too. Keep your arms and legs open. 2. Have eye contact, but dont stare If there are several people you are talking to, give them all some eye contact to create a better connection and see if they are listening. Keeping too much eye-contact might creep people out. Giving no eye-contact might make you seem insecure. If you are not used to keeping eye-contact it might feel a little hard or scary in the beginning but keep working on it and youll get used to it. 3. Dont be afraid to take up some space Taking up space by for example sitting or standing with your legs apart a bit signals self-confidence and that you are comfortable in your own skin. 4. Relax your shoulders When you feel tense its easily winds up as tension in your shoulders. They might move up and forward a bit. Try to relax. Try to loosen up by shaking the shoulders a bit and move them back slightly. 5. Nod when they are talking nod once in a while to signal that you are listening. But dont overdo it and peck like Woody Woodpecker. 6. Dont slouch, sit up straight but in a relaxed way, not in a too tense manner. 7. Lean, but not too much If you want to show that you are interested in what someone is saying, lean toward the person talking. If you want to show that youre confident in yourself and relaxed lean back a bit. But dont lean in too much or you might seem needy and desperate for some approval. Or lean back too much or you might seem arrogant and distant.

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8. Smile and laugh lighten up, dont take yourself too seriously. Relax a bit, smile and laugh when someone says something funny. People will be a lot more inclined to listen to you if you seem to be a positive person. But dont be the first to laugh at your own jokes, it makes you seem nervous and needy. Smile when you are introduced to someone but dont keep a smile plastered on your face, youll seem insincere. 9. Dont touch your face it might make you seem nervous and can be distracting for the listeners or the people in the conversation. 10. Keep you head up Dont keep your eyes on the ground, it might make you seem insecure and a bit lost. Keep your head up straight and your eyes towards the horizon. 11. Slow down a bit this goes for many things. Walking slower not only makes you seem more calm and confident, it will also make you feel less stressed. If someone addresses you, dont snap youre neck in their direction, turn it a bit more slowly instead. 12. Dont fidget try to avoid, phase out or transform fidgety movement and nervous ticks such as shaking your leg or tapping your fingers against the table rapidly. Youll seem nervous and fidgeting can be a distracting when you try to get something across. Declutter your movements if you are all over the place. Try to relax, slow down and focus your movements. 13. Use your hands more confidently instead of fidgeting with your hands and scratching your face use them to communicate what you are trying to say. Use your hands to describe something or to add weight to a point you are trying to make. But dont use them to much or it might become distracting. And dont let your hands flail around, use them with some control. 14. Lower your drink dont hold your drink in front of your chest. In fact, dont hold anyt hing in front of your heart as it will make you seem guarded and distant. Lower it and hold it beside your leg instead. 15. Realise where you spine ends many people (including me until recently) might sit or stand with a straight back in a good posture. However, they might think that the spine ends where the neck begins and therefore crane the neck forward in a Montgomery Burns-pose. Your spine ends in the back of your head. Keep you whole spine straight and aligned for better posture. 16. Dont stand too close one of the things we learned from Seinfeld is that everybody gets weirded out by a close-talker. Let people have their personal space, dont invade it. 17. Mirror Often when you get along with a person, when the two of you get a good connection, you will start to mirror each other unconsciously. That means that you mirror the other persons body language a bit. To make the connection better you can try a bit of proactive mirroring. If he leans forward, you might lean forward. If she holds her hands on her thighs, you might do the same. But dont react instantly and dont mirror every change in body language. Then weirdness will ensue.

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18. Keep a good attitude last but not least, keep a positive, open and relaxed attitude. How you feel will come through in your body language and can make a major difference. For information on how make yourself feel better read 10 ways to change how you feel and for relaxation try A very simple way to feel relaxed for 24 hours. You can change your body language but as all new habits it takes a while. Especially things like keeping you head up might take time to correct if you have spent thousands of days looking at your feet. And if you try and change to many things at once it might become confusing and feel overwhelming. Take a couple of these body language bits to work on every day for three to four weeks. By then they should have developed into new habits and something youll do without even thinking about it. If not, keep on until it sticks. Then take another couple of things youd like to change and work on them.

A rsum (French pronunciation: [ezyme]) is a document that contains a summary of relevant job experience and education for specific employment search. The rsum is typically the first item that a potential employer encounters regarding the job seeker and is typically used to screen applicants, often followed by an interview, when seeking employment. The rsum is comparable to a curriculum vitae in many countries, although in Canada and United States it is substantially different. Having a solid and effective resume can greatly improve your chances of landing that dream job. That is beyond discussion. How does one make sure that his resume is top notch and bullet proof, however? There are several websites with tips around the web, but most bring just a handful of them. We wanted to put them all together in a single place, and that is what you will find below: 44 resume writing tips. 1. Know the purpose of your resume Some people write a resume as if the purpose of the document was to land a job. As a result they end up with a really long and boring piece that makes them look like desperate job hunters. The objective of your resume is to land an interview, and the interview will land you the job (hopefully!).

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2. Back up your qualities and strengths Instead of creating a long (and boring) list with all your qualities (e.g., disciplined, creative, problem solver) try to connect them with real life and work experiences. In other words, you need to back these qualities and strengths up, else it will appear that you are just trying to inflate things. 3. Make sure to use the right keywords Most companies (even smaller ones) are already using digital databases to search for candidates. This means that the HR department will run search queries based on specific keywords. Guess what, if your resume doesnt have the keywords related to the job you are applying for, you will be out even before the game starts. These keywords will usually be nouns. Check the job description and related job ads for a clue on what the employer might be looking for. You can read more about resume keywords on the article Tapping the Power of Keywords to Enhance Your Resumes Effectiveness. 4. Use effective titles Like it or not, employers will usually make a judgment about your resume in 5 seconds. Under this time frame the most important aspect will be the titles that you listed on the resume, so make sure they grab the attention. Try to be as descriptive as possible, giving the employer a good idea about the nature of your past work experiences. For example: Badtitle:Accounting Good title: Management of A/R and A/P and Recordkeeping 5. Proofread it twice It would be difficult to emphasize the importance of proofreading your resume. One small typo and your chances of getting hired could slip. Proofreading it once is not enough, so do it twice, three times or as many as necessary. If you dont know how to proofread effectively, here are 8 tips that you can use. 6. Use bullet points No employer will have the time (or patience) to read long paragraphs of text. Make sure, therefore, to use bullet points and short sentences to describe your experiences, educational background and professional objectives. 7. Where are you going? Including professional goals can help you by giving employers an idea of where you are going, and how you want to arrive there. You dont need to have a special section devoted to your professional objectives, but overall the resume must communicate it. The question of whether or not to highlight your career objectives on the resume is a polemic one among HR managers, so go with your feeling. If you decide to list them, make sure they are not generic.

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8. Put the most important information first This point is valid both to the overall order of your resume, as well as to the individual sections. Most of the times your previous work experience will be the most important part of the resume, so put it at the top. When describing your experiences or skills, list the most important ones first. 9. Attention to the typography First of all make sure that your fonts are big enough. The smaller you should go is 11 points, but 12 is probably safer. Do not use capital letters all over the place, remember that your goal is to communicate a message as fast and as clearly as possible. Arial and Times are good choices. 10. Do not include no kidding information There are many people that like to include statements like Available for interview or References available upon request. If you are sending a resume to a company, it should be a given that you are available for an int erview and that you will provide references if requested. Just avoid items that will make the employer think no kidding! 11. Explain the benefits of your skills Merely stating that you can do something will not catch the attention of the employer. If you manage to explain how it will benefit his company, and to connect it to tangible results, then you will greatly improve your chances. 12. Avoid negativity Do not include information that might sound negative in the eyes of the employer. This is valid both to your resume and to interviews. You dont need to include, for instance, things that you hated about your last company. 13. Achievements instead of responsibilities Resumes that include a long list of responsibilities included are plain boring, and n ot efficient in selling yourself. Instead of listing responsibilities, therefore, describe your professional achievements. 14. No pictures Sure, we know that you are good looking, but unless you are applying for a job where the physical traits are very important (e.g., modeling, acting and so on), and unless the employer specifically requested it, you should avoid attaching your picture to the resume. 15. Use numbers This tip is a complement to the 13th one. If you are going to describe your past professional achievements, it would be a good idea to make them as solid as possible. Numbers are your friends here. Dont merely mention that you increased the annual revenues of your division, say that you increased them by $100,000, by 78%, and so on.

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16. One resume for each employer One of the most common mistakes that people make is to create a standard resume and send it to all the job openings that they can find. Sure it will save you time, but it will also greatly decrease the chances of landing an interview (so in reality it could even represent a waste of time). Tailor your resume for each employer. The same point applies to your cover letters. 17. Identify the problems of the employer A good starting point to tailor your resume for a specific employer is to identify what possible problems he might have at hand. Try to understand the market of the company you are applying for a job, and identify what kind of difficulties they might be going through. After that illustrate on your resume how you and your skills would help to solve those problems. 18. Avoid age discrimination It is illegal to discriminate people because of their age, but some employers do these considerations nonetheless. Why risk the trouble? Unless specifically requested, do not include your age on your resume. 19. You dont need to list all your work experiences If you have job experiences that you are not proud of, or that are not relevant to the current opportunity, you should just omit them. Mentioning that you used to sell hamburgers when you were 17 is probably not going to help you land that executive position. 20. Go with what you got If you never had any real working experience, just include your summer jobs or volunteer work. If you dont have a degree yet, mention the title and the estimated date for completion. As long as those points are relevant to the job in question, it does not matter if they are official or not. 21. Sell your fish Remember that you are trying to sell yourself. As long as you dont go over the edge, all the ma rketing efforts that you can put in your resume (in its content, design, delivery method and so on) will give you an advantage over the other candidates. 22. Dont include irrelevant information Irrelevant information such as political affiliation, religion and sexual preference will not help you. In fact it might even hurt your chances of landing an interview. Just skip it.

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23. Use Mr. and Ms. if appropriate If you have a gender neutral name like Alex or Ryan make sure to include the Mr. or Ms. prefix, so that employers will not get confused about your gender. 24. No lies, please Seems like a no brainer, but you would be amused to discover the amount of people that lie in their resumes. Even small lies should be avoided. Apart from being wrong, most HR departments do background checks these days, and if you are buster it might ruin your credibility for good. 25. Keep the salary in mind The image you will create with your resume must match the salary and responsibility level that you are aiming for. 26. Analyze job ads You will find plenty of useful information on job ads. Analyze no only the ad that you will be applying for, but also those from companies on the same segment or offering related positions. You should be able to identify what profile they are looking for and how the information should be presented. 27. Get someone else to review your resume Even if you think you resume is looking kinky, it would be a good idea to get a second and third opinion about it. We usually become blind to our own mistakes or way of reasoning, so another people will be in a good position to evaluate the overall quality of your resume and make appropriate suggestions. 28. One or two pages The ideal length for a resume is a polemic subject. Most employers and recruiting specialists, however, say that it should contain one or two pages at maximum. Just keep in mind that, provided all the necessary information is there, the shorter your resume, the better. 29. Use action verbs A very common advice to job seekers is to use action verbs. But what are they? Action verbs are basically verbs that will get noticed more easily, and that will clearly communicate what your experience or achievement were. Examples include managed, coached, enforced and planned. Here you can find a complete list of action verbs divided by skill category. 30. Use a good printer If you are going to use a paper version of your resume, make sure to use a decent printer. Laser printers usually get the job done. Plain white paper is the preferred one as well.

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31. No hobbies Unless you are 100% sure that some of your hobbies will support you candidacy, avoid mentioning them. I know you are proud of your swimming team, but share it with your friends and not with potential employers. 32. Update your resume regularly It is a good idea to update your resume on a regular basis. Add all the new information that you think is relevant, as well as courses, training programs and other academic qualifications that you might receive along the way. This is the best way to keep track of everything and to make sure that you will not end up sending an obsolete document to the employer. 33. Mention who you worked with If you have reported or worked with someone that is well known in your industry, it could be a good idea to mention it on the resume. The same thing applies to presidents and CEOs. If you reported to or worked directly with highly ranked executives, add it to the resume. 34. No scattered information Your resume must have a clear focus. If would cause a negative impression if you mentioned that one year you were studying drama, and the next you were working as an accountant. Make sure that all the information you will include will work towards a unified image. Employers like decided people. 35. Make the design flow with white space Do not jam your resume with text. Sure we said that you should make your resume as short and concise as possible, but that refers to the overall amount of information and not to how much text you can pack in a single sheet of paper. White space between the words, lines and paragraphs can improve the legibility of your resume. 36. Lists all your positions If you have worked a long time for the same company (over 10 years) it could be a good idea to list all the different positions and roles that you had during this time separately. You probably had different responsibilities and developed different skills on each role, so the employer will like to know it. 37. No jargon or slang It should be common sense, but believe me, it is not. Slang should never be present in a resume. As for technical jargon, do not assume that the employer will know what you are talking about. Even if you are sending your resume to a company in the same segment, the person who will read it for the first time might not have any technical expertise.

38. Careful with sample resume templates

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There are many websites that offer free resume templates. While they can help you to get an idea of what you are looking for, do not just copy and paste one of the most used ones. You certainly dont want to look just like any other candidate, do you? 39. Create an email proof formatting It is very likely that you will end up sending your resume via email to most companies. Apart from having a Word document ready to go as an attachment, you should also have a text version of your resume that does not look disfigured in the body of the email or in online forms. Attachments might get blocked by spam filters, and many people just prefer having the resume on the body of the email itself. 40. No fancy design details Do not use a colored background, fancy fonts or images on your resume. Sure, you might think that the little flowers will cheer up the document, but other people might just throw it away at the sight. 41. No pronouns You resume should not contain the pronouns I or me. That is how we normally structure sentences, but since your resume is a document about your person, using these pronouns is actually redundant. 42. Dont forget the basics The first thing on your resume should be your name. It should be bold and with a larger font than the rest of the text. Make sure that your contact details are clearly listed. Secondly, both the name and contact details should be included on all the pages of the resume (if you have more than one). 43. Consider getting professional help If you are having a hard time to create your resume, or if you are receiving no response whatsoever from companies, you could consider hiring a professional resume writing service. There are both local and online options are available, and usually the investment will be worth the money.

HOW TO PREPARE FOR EXAMS The most important thing any student can do to prepare for exam is to start early. The days of studying for an exam on the bus going to college are over. Even if you got A's this way, it's not

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going to work very often with college material. College courses require far more effort. Start preparing for the next test the day after you take the prior one. Daily preparation is crucial. At a minimum, review material once every week between exams. How much time is needed? The classic question. Some recommend 2-3 hours outside of class for every hour of class time. In some cases homework problems will require this much effort. For a straightforward lecture course try the following: Every day before class, preview the material for 15-20 minutes. Attend every lecture. Seems simple but it's the biggest misteak students make. Take good notes. Learn how. Spend another 20-30 minutes after class going over the notes. Use this time to get any confusing points cleared up in your head; much better now than later. This will make later exam prep. MUCH easier. Once a week, review the material to get a more complete overview of the information.

When the exams are just round the corner and you don't have enough time to prepare, cramming is the best option. Well cramming is not something that is good for the students but life is not all about studying so when you don't study regularly, CRAMMING is inevitable. Instructions Things youll need: Study Material Pen & Paper OR Computer Sharp Mind 1. Step 1 : Get yourself a fully relaxed mind. Choose a place where there is peace and no noise or disturbances etc. 2. Step 2: Gather your study material in a logical way. Arrangement may be in order of topics you will prepare first or the topics in order of their importance or in the order the topics were covered in the class. 3. Step 3: The real business starts now. Study the topic first by quickly going through the whole text. Now you have the main idea of the topic or the subject. You cant cram everything so make key notes, points, keywords. 4. Step 4 : Point-wise Summary. This is the most important step. So try to follow it. After going through the topic well, prepare a brief summary of the whole chapter/topic. Make it in a way that all the contents are in the shape of points and are arranged in such a logical order that there is a main title first, then the subtitles and so on. Assign numbers to the points/titles so you will remember them easily and in case you forget some of these, your brain might stimulate to remember missing ones. 5. Step 5 : Make the summaries of all the topics you have covered as explained in the above step. 6. Step 6 : Now get some sleep or have a break after you are done with the study material. Give a last review to all the topic summaries you have prepared just minutes before the exam.

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Tips & Warnings Try to make summaries, keywords, notes, points in your writing because it means that half the cram work is done when you write these. I myself have applied the method explained above so try to follow it and the results will definitely amaze you. Give a quick look to the notes you have prepared - just moments before the exam/test because memory becomes highly responsive/impulsive at this point of time. Never prepare very long key notes, or summaries that you cannot go through before the test or in shorter period of time.

MEMORY How to Improve Memory Power In 5 Minutes A common myth about good memory: it is a gift that only a few persons have. Many adults believe that they couldn't do anything about consistently forgetting facts and things they should do or should have done.

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Forgetfulness is not a serious threat anyway, they believe. However, for those who need to boost their abilities to recall info, there are a few easy yet extremely effective methods on how to improve memory power. Mental exercise is the key to boost memory power. Shortage of physical exercise makes the body inactive and lethargic, and absence of psychological exercise does the same thing to the mind. Train your mind frequently by repeating to yourself anything you need to remember as quickly as you learn it. This is very useful especially when remembering phone numbers and dates. Repetition is a simple system on how to improve memory power, but it works even for long term memory. Another great psychological exercise is to envision how you're going to use the information in the future. As an example, when you meet an individual for the 1st time, imagine meeting him or her again after some time. That way, you are sure to remember the person's name when you meet again. You can also use other mnemonic methods like rhymes and word associations that may train you on how to improve memory power. Do you have difficulty with teaching your brain to remember things? Let tools like paper and pen help you. Write down any significant information on a sheet of paper or a sticky note so that you can easily recall it when needed. Mental exercises as one of the strategies on how to improve memory power won't necessarily turn you into a genius, but they actually will help you to eliminate forgetfulness.

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