New

(Daily Information Capsules for all those who want to fathom learning in all its depths)

Date 28th February’11

(To be used by faculty members
AND
A copy to be kept for students’ reference in the Library too)

http://www.pteducation.com/drishti.aspx
CONTENTS

The following pages contain

¾ News Tracker
¾ Article
¾ Pool Of Knowledge
¾ A quiz on GK & Current affairs

Drishti
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 News Tracker

Budget 2011: Tax exemption limit raised to Rs 1,80,000

Finance minister Pranab Mukherjee presented Union Budget 2011 in Parliament

on 28th Feb.
OVERVIEW: Budget estimates for 2011-12 projects Rs 9,32,440 crore - an
increase of 24 per cent.
Expenditure in 2011-12 is estimated at Rs 12,57,729 crore, an increase of 13.4%.
Revenue deficit fixed at 2.3% in revised estimates of 2010-11 and 1.8% in 2011-
12. Tax reductions to result in revenue loss of Rs 11,500 crore

INFLATION: The finance minister opened his speech with reference to inflation
saying that food inflation came down from 20.2% last year to 9.3% in January
2011 but it was still a matter of concern. "Government's principle concern is high
food prices. Food prices were high for cereals, there was a spurt in prices of
onions and milk," he said. ( Inflation remains principal concern, to fall next year )

AGRICULTURE: In what may be a big relief for farmers, the FM said credit flows
to farmers will be raised from Rs 3.75 lakh crore to Rs 4.75 lakh crores and the
allocation under Rashtriya Krishi Vikas Yojana will be raised from Rs 6755 crore in
the current year to Rs 7860 crore. ( Farm loans at 4%; credit target raised to Rs
4,75,000cr )

An additional Rs 300 cr will be provided to promote pulses cultivation in rain-fed

areas and another Rs 300 cr to promote farm product cultivation.

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In joy for anganwadi workers, their remuneration is being raised from Rs 1500 to
Rs 3,000 per month. Anganwadi helpers will get Rs 1,500 from Rs 750, Pranab
said. ( Social spending to be raised by 17% )

Old age pension to persons of over the age of 80 will be raised from Rs 200 to Rs
500.

DEFENCE: The finance minister has allotted Rs 1.64 lakh crore for defence saying
that more will be given if required. Rs 9 lakh compensation will be given to men
of defence and central paramilitary forces for permanent disability and on being
discharged from service.

INCOME TAX: No change in tax slabs has been proposed. The tax exemption
limit for general category has been raised from Rs 1,60,000 to Rs 1,80,000. ( Tax
limit enhanced from Rs 1,60,000 to Rs 1,80,000)
No change in tax exemption limit for women.
For senior citizens, exemption age limit has been reduced from 65 to 60. Their tax
exemption limit will be Rs 2,50,000.
Apart from this, a new exemption bracket has been created for those above 80
years of age. Their tax exemption limit will be Rs 5,00,000.
Surcharge for companies cut to 5 per cent, from 7.5 per cent.
A new revised income tax return form 'Sugam' to be introduced for small tax
papers.

DIRECT TAX: The FM announced that Direct Tax Code will be implemented from
April, 2012 and the Goods and Services Tax Bill is to be introduced in Parliament
this year. ( Direct Taxes Code to be implemented from April 1, 2012 )

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Goods and services tax bill in budget session: Pranab Mukherjee

SERVICE TAX: Service tax widened to cover hotel accommodation above Rs

1,000 per day, A/C restaurants serving liquor, some category of hospitals,
diagnostic tests.

Service tax on air travel increased by Rs 50 for domestic travel and Rs 250 for
international travel in economy class. On higher classes, it will be 10% flat.

EXCISE AND CUSTOMS DUTY: There is a proposal to introduce self-assessment

of customs duty wherein importers and exporters will themselves assess payment
of duty.
There will be change in excise duty. The standard rate of central exercise duty will
be maintained at 10%. A 1% central excise duty on 130 items entering the tax
net. Basic food and fuel and precious stones, gold and silver jewellery will be
exempted and there will be no change in CENVAT rates.
A new scheme is to be introduced for refund of service tax on the lines of
drawback of duties, he announced. Also, capital investment in fertiliser production
will be considered as infrastructure sub-sector, Pranab said.
Tax-free bonds of Rs 30,000 cr will be issued for infrastructure development
which will cover Warehousing Corporation, NHAI, IRFC and HUDCO.

EDUCATION: A Rs50cr grant is being allocated to Aligarh Muslim University

centres in Murshidabad in West Bengal and Malappuram in Kerala. Also, the
government has decided to allot Rs 100 cr to IIT Kharagpur.

GROWTH: Predicting growth patterns over the next fiscal, Pranab said the overall
economic growth in the current fiscal was expected at 8.6 %, agriculture growth
at 5.4 %, industry at 8.1 % and services 9.3 %. In the next fiscal, economic
growth was likely to be 9%, he said. ( Economy grew 8.2% in last 2010 quarter )

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Pranab Mukherjee said India raised foreign institutional investor limit in 5-year
corporate bonds for investment in infrastructure by $20 billion.
The government, he said, aims to provide Rs 201.5 billion capital infusion in
state-run banks in 2011-12 and Rs 3 billion for 60,000 hectares under palm oil
plantation

"I see Budget 2011-12 as transition towards more transparent and result-oriented
economic management," he said adding that stronger fiscal coordination was
needed.
He said that corruption continued to be deterrent in the country's development
and had to be fought extensively.
Pranab Mukherjee said the government plans to create a Women Self Help Group
development fund with a corpus of Rs 500 crore. There is also a proposal to
increase rural housing fund to Rs 3,000 crore. ( Low-cost housing loans of Rs 15
lakh to get 1% interest sop )
He also announced benefits for Below Poverty Line families by allowing direct
transfer of subsidies in kerosene and LPG for such individuals.
Also, NABARD capital base will be strengthened and Rs 10,000 cr will be provided
to it as short term credit fund.
Pranab announced the formation of Indian micro finance equity with SIDBI at Rs
100 crore. Another Rs 6,000 cr will be given to public sector banks to maintain
capital-to-risk assets ratio norms, he said.
A budget allocation of Rs 100 cr has been made for Ladakh and Rs 150 cr for
Jammu for implementation of projects identified by taskforce.

Highlights of Union Budget 2011-2012

Finance minister Pranab Mukherjee on Monday presented to Parliament India's

budget for the coming financial year beginning in April.

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Following are the highlights of the budget:

TAXES
* Standard rate of excise duty held at 10 percent; no change in CENVAT rates
* Personal income tax exemption limit raised to Rs 180,000 from Rs 160,000 for
individual tax payers
*For senior citizens, the qualifying age reduced to 60 years and exemption limit
raised to Rs 2.50 lakh.
*Citizens over 80 years to have exemption limit of Rs 5 lakh.
* To reduce surcharge on domestic companies to 5 percent from 7.5 percent.
* A new revised income tax return form 'Sugam' to be introduced for small tax
papers.
* To raise minimum alternate tax to 18.5 percent from 18 percent
* Direct tax proposals to cause 115 billion rupees in revenue loss
* Service tax rate kept at 10 percent
* Customs and excise proposals to result in net revenue gain of 73 billion rupees
* Iron ore export duty raised to 20 percent
*Nominal one per cent central excise duty on 130 items entering the tax net.
Basic food and fuel and precious stones, gold and silver jewellery will be
exempted.
*Peak rate of customs duty maintained at 10 per cent in view of the global
economic situation.
*Basic customs duty on agricultural machinery reduced to 4.5 per cent from 5 per
cent.
*Service tax widened to cover hotel accommodation above Rs 1,000 per day, A/C
restaurants serving liquor, some category of hospitals, diagnostic tests.
*Service tax on air travel increased by Rs 50 for domestic travel and Rs 250 for
international travel in economy class. On higher classes, it will be ten per cent
flat.

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* Electronic filing of TDS returns at source stabilised; simplified forms to be
introduced for small taxpayers.
* Works of art exempt from customs when imported for exhibition in state-run
institutions; this now extended to private institutions.

SUBSIDIES
* Subsidy bill in 2011-12 seen at 1.44 trillion rupees
* Food subsidy bill in 2011-12 seen at 605.7 billion rupees
* Revised food subsidy bill for 2010-11 at 606 billion rupees
* Fertiliser subsidy bill in 2011-12 seen at 500 billion rupees
* Revised fertiliser subsidy bill for 2010-11 at 550 billion rupees
* Petroleum subsidy bill in 2011-12 seen at 236.4 billion rupees
* Revised petroleum subsidy bill in 2010-11 at 384 billion rupees
* State-run oil retailers to be provided with 200 billion rupee cash subsidy in
2011-12

FISCAL DEFICIT
* Fiscal deficit seen at 5.1 percent of GDP in 2010-11
* Fiscal deficit seen at 4.6 percent of GDP in 2011-12
* Fiscal deficit seen at 3.5 percent of GDP in 2013-14

SPENDING
* Total expenditure in 2011-12 seen at 12.58 trillion rupees
* Plan expenditure seen at 4.41 trillion rupees in 2011-12, up 18.3 percent

REVENUE
* Gross tax receipts seen at 9.32 trillion rupees in 2011-12
* Non-tax revenue seen at 1.25 trillion rupees in 2011-12
* Corporate tax receipts seen at 3.6 trillion rupees in 2011-12

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* Tax-to-GDP ratio seen at 10.4 percent in 2011-12; seen at 10.8 percent in
2012-13
* Customs revenue seen at 1.52 trillion rupees in 2011-12
* Factory gate duties seen at 1.64 trillion rupees in 2011-12
Service tax receipts seen at 820 billion rupees in 2011-12
* Revenue gain from indirect tax proposals seen at 113 billion rupees in 2011-12
* Service tax proposals to result in net revenue gain of 40 billion rupees in 2011-
12

GROWTH, INFLATION EXPECTATIONS

* Economy expected to grow at 9 percent in 2012, plus or minus 0.25 percent
* Inflation seen lower in the financial year 2011-12

DISINVESTMENT
* Disinvestment in 2011-12 seen at 400 billion rupees
* Government committed to retaining 51 percent stake in public sector
enterprises.

BORROWING
* Net market borrowing for 2011-12 seen at 3.43 trillion rupees, down from 3.45
trillion rupees in 2010-11
* Gross market borrowing for 2011-12 seen at 4.17 trillion rupees
* Revised gross market borrowing for 2010-11 at 4.47 trillion rupees

POLICY REFORMS
* To create infrastructure debt funds
* FDI policy being liberalised.
* To boost infrastructure development with tax-free bonds of 300 billion rupees
* Food security bill to be introduced this year

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* To permit SEBI registered mutual funds to access subscriptions from foreign
investments
* Raised foreign institutional investor limit in 5-year corporate bonds for
investment in infrastructure by $20 billion
* Setting up independent debt management office; Public debt bill to be
introduced in parliament soon
* Bills on insurance, pension funds, banking to be introduced.

SECTOR SPENDING
* To allocate more than 1.64 trillion rupees to defense sector in 2011-12
* Corpus of rural infrastructure development fund raised to 180 billion rupees in
2011-12
* To provide 201.5 billion rupees capital infusion in state-run banks in 2011-12
* To allocate 520.5 billion rupees for the education sector
* To raise health sector allocation to 267.6 billion rupees

AGRICULTURE
* Removal of supply bottlenecks in the food sector will be in focus in 2011-12
* Agriculture growth key to development: Green Revolution waiting to happen in
eastern region.
* To raise target of credit flow to agriculture sector to 4.75 trillion rupees
* Gives 3 percent interest subsidy to farmers in 2011-12
* Cold storage chains to be given infrastructure status
* Capitalisation of National Bank for Agriculture and Rural Development
(NABARD) of 30 billion rupees in a phased manner
* To provide 3 billion rupees for 60,000 hectares under palm oil plantation
* Actively considering new fertiliser policy for urea
* Food storage capacity to be augmented - 15 more mega food parks to be set up
in 2011-12; of 30 sanctioned in previous fiscal, 15 set up.

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* Comprehensive policy on further developing PPP (public-private-partnership)
model.
* Farmers need access to affordable credit.
* Moving to improve nutritional security.
* Necessary to accelerate production of fodder.

ON THE STATE OF THE ECONOMY

* "Fiscal consolidation has been impressive. This year has also seen significant
progress in those critical institutional reforms that will pave the way for double
digit growth in the near future."
* "At times the biggest reforms are not the ones that make headlines, but the
ones concerned with details of governance which affect the everyday life of aam
aadmi (common man). In preparing this year's budget, I have been deeply
conscious of this fact."

* Food inflation remains a concern

* Current account deficit situation poses some concern
* Must ensure that private investment is sustained
* "The economy has shown remarkable resilience."
* Setting tone for newer, vibrant economy.
* Economy back to pre-crisis trajectory.
* Development needs to be more inclusive.

ON GOVERNANCE
* "Certain events in the past few months may have created an impression of drift
in governance and a gap in public accountability . such an impression is
misplaced."
* Corruption is a problem, must fight it collectively

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Article
Showdown in Madison

Elections, Barack Obama once said, have consequences. The Republicans’ triumph
in last year’s mid-terms was seen by many as an instruction from the electorate
to hack away at America’s sprawling government. In Washington, DC, that debate
has gone nowhere. Both Mr Obama and his foes have produced fantastical
budgets, full of illusory savings and ignoring the huge entitlement programmes. A
government shutdown is looming. But look beyond the Beltway and something
rather more promising is under way.

Unlike the federal government, which can borrow money to plug its budgetary
gap, almost all the states are required to balance their budgets. Their revenues
have been slashed by the recession; the stimulus funds that saw them through
2009 and 2010 have expired; medical costs are soaring. Tax rises remain
unpopular, and so are deep cuts to important state-provided services like schools
and the police. So governors are finally confronting the privileges that public-
sector employees have managed to negotiate for themselves in recent decades.

For years politicians from both parties have given in to public-sector unions. The
Democrats have been worse: witness their fealty to the teachers’ unions. But
Republicans have spoon-fed their allies in the firefighters and the police. In
general, the goodies have come less in the form of pay rises (too visible), than in
over-generous pensions and health care, early retirement and the sort of
restrictive practices that were chased out of the private sector years ago. All
these are bankrupting the states (estimates of the unfunded pension bill alone
range from $700 billion to $3 trillion); they also make public-sector reform much
harder.

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A few Democratic governors have joined the fray—notably Andrew Cuomo in New
York and Jerry Brown in California. But the fight is being led by Republicans. The
main battleground is Wisconsin, where a newly elected conservative governor,
Scott Walker, is locked in combat with the unions. Up to 60,000 union supporters
have been braving freezing temperatures to protest in Madison, the state capital.

Wisconsin pioneered welfare reform in the 1990s—arguably the last serious

attempt to do something about America’s straggling government. This time, to his
credit, Mr Walker seems to have won one battle: the public-sector unions are now
willing to pay more towards their health care and pensions (though his plan would
still leave state workers with a better deal than most private-sector employees
get). He deserves to win a second: to end the automatic deduction of union dues
from salaries, which in effect casts state government as a fund-raiser for the
union (with labour bosses recycling some of the cash back to tame politicians).
However, in his third battle—trying to end the right to collective bargaining in the
public sector—Mr. Walker is going too far. If the public sector is to work more like
the private sector, workers should have the same rights. Abolishing the automatic
deduction would help curb the abuses that Mr. Walker wants to do away with.

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Pool Of Knowledge

Glossary For Digital Marketing Terms

Above The Fold: Above the fold refers to banner advertisements which are
displayed at the top of a web page. In Internet marketing terms, it refers to
information placed at the top of an email or webpage, so that visitors see it first,
without scrolling.

Acquisition Cost: The price it costs a business to gain a new customer, client, or
supplier.

Ad Rotation: When a web page shows a different ad at the top of the page each
time it is viewed by a new person, or when the web page is refreshed.

Ad Tracking: A method used to check how many hits or clicks an ad receives. It

is a useful tool for discovering where the most revenue comes from, and how to
better personalize ads to reach more customers, and encourage more new
customers.

Adsense: Google's pay-per-click, context-relevant program available to blog and

web publishers as a way to create revenue.

Aggregator: A web-based tool or desktop application that collects syndicated

content.

Anchor Text: A term that describes the main text associated with a link.

Anonoblog: A blog site authored by a person or persons who don't publish their
name.

API(Application Programming Interface): The interface that allows one computer

system or application to communicate and exchange data with another.

ASP (Active Server Pages): A Microsoft technology that allows scripts to be

integrated into web pages, most often to collect information using forms.

Atom: A popular feed format used for syndicating content.

Attrition Rate: Attrition Rate is often expressed as the number of customers lost
during a specified period of time as a percentage of the total number of
customers during that same time period.

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Auto-Responder: An email message, containing pre-written content, which is
automatically sent after a triggering event has occurred. Triggering events may
include completion of a web form, purchase of an item or inquiry to customer
support.

Avatar: A graphical image or likeness that replaces a photo of the author of blog
content.

B2B: A popular shortcut for saying Business to Business. This term refers to the
relationship between businesses that only offer goods or services to other
businesses.

B2C: A popular shortcut for saying Business to Consumer. It refers to businesses

that offers goods or services directly to the private consumer, and NOT to
businesses.

Banner Exchange: A method in which advertisers work together and allow each
other to place their banner ad at the top of the other's website.

Banner: Advertising method in which a web ad is placed along the top or side of
a website.

Black Hat SEO: This is a popular term for SEO tactics that attempt to gain higher
search engine rankings for a particular website through unethical means, such as
stuffing keywords, or tricking web spiders in other ways.

Blog: Originally short for "weblog", a blog is just a web page that contains entries
in reverse chronological order, with the most recent entry on top. In addition to
the standard text blog, we now have photo blogs (consisting of uploaded photos),
audio blogs (a.k.a. "podcasts") and video blogs (which consist of regularly
uploaded video files). Blogs today represent powerful tools to engage potential
buyers, establish thought leadership and increase organic search rankings.

Blogosphere: A collective term encompassing all blogs and their

interconnections. It is the perception that blogs exist together as a connected
community (or as a collection of connected communities) or as a social network.

Blogroll: A list of recommended sites that appears in the sidebar of a blog.

Brand Loyalty: The phenomenon whereby buyers prefer to purchase from a

company based on their familiarity with it and/or its products.

Brand: A name, term, sign, symbol or any combination of these, which identifies
the maker or seller of the product. Also, the totality of the attitudes and

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perceptions about a company and/or its products by customers, prospects and
the general market.

Buying Cycle: The process an individual or an organization undertakes when

purchasing a service or product. Steps often involved in B2B purchases may
include: 1) acknowledge the problem/issue, 2) define need(s), 3) explore
solutions, 4) gather vendor information/options, 5) identify finalists, 6)
engagement, 7) circulate RFP, 8) evaluate proposals and 9) purchase.

CGI (Common GatewayInterface): Refers to a way for a web server to pass

information along through a particular application program. CGI is used in many
different web programming applications including Perl and Java.

Churn Rate: Churn Rate is a measure of customer attrition, defined as the

number of customers who cease being customers over a specified time period
divided by the average total number of customers over that same time period.

Click Fraud: The use of a computer program or automated script that clicks on a
particular pay- per-click ad, without any real interest in the ad, for the purpose of
driving up the cost of the ad.

Click-Through-Rate (CTR): A measure of the success of online advertising

achieved by dividing the number of clicks on a web page or online ad by the
number of appearances of that web page/online ad (i.e., number of impressions).

Closed Loop Marketing: Refers to the marketing process whereby data can
easily be exchanged between Sales and Marketing, and customers can be tracked
through the suspect-to-sale continuum. Closed Loop Marketing allows marketers
to measure the ROI of marketing activities and their contribution to sales and
profits.

Cold Calling: Unsolicited phone calls made by sales representatives or

telemarketers to potential customers.

Collateral: Printed and electronic marketing/sales materials such as brochures,

sell sheets, case studies, white papers, presentations, etc.

Console: A sometimes annoying pop-up box that appears as a customer leaves a

site, usually asking why they are leaving or if they need more assistance.

Content Management (CMS): A software system, usually implemented as a

Web application, for creating and managing HTML content. It is used to manage
and control a large, dynamic collection of Web material. A CMS facilitates content
creation, content control, editing, and
many essential Web maintenance functions. Usually the software provides

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authoring (and other) tools designed to allow users with little or no knowledge of
programming languages or markup languages to create and manage content with
relative ease of use.

Conversion: The percentage of people whose activity can be tracked from

clicking on an ad or visiting a website to actually purchasing a product or service.
A high conversion rate indicates that the link, ad, or site was successful.

Crawler: An automated program used by many search engines to index search

terms and web pages into a large directory, and tracks progress as well as
various statistics.

CRM (Customer Relationship Management): Often used as synonymous with SFA

(Sales Force Automation), CRM refers to the complete suite of processes,
methodologies, software, and Internet capabilities that help an enterprise manage
customer relationships in an organized way. CRM often refers to a particular
system such as salesforce.com, Oracle CRM, or
MicrosoftDynamic CRM used by sales professionals to record, track and measure
the activity of sales prospects and customers.

Cross Selling: Selling an additional category of products/solutions as a result of

a customers original purchase.

CSS (Cascading Style Sheets): A flexible system of rules that govern the
appearance of content on a web page. Most modern websites separate content
from style to simplify coding making revisions. Not all browsers provide equal
support for CSS with notable and prolific flaws in IE6.

Dashboard: A graphic display generated by marketing software, analytics

packages, blog software, and CRM systems that summarizes activities and/or
results campaigns.

Data Hygiene: The degree to which the data in a database is accurate and
consistent according to a data model and data type.

Database Marketing: The use of prospect/customer information stored in an

electronic database for targeted marketing activities in order to create better-
tailored, better-timed offers that will maximize sales success and customer
retention.
De-duplication (De-dupe): The identification, merging and removal of duplicate
names and addresses from a database.

Delicious: A social bookmarking site and a property of Yahoo! Allows users to

quickly store,organize (by tags) and share favorite web pages. You can also

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subscribe to RSS feeds of other users and share a page specifically with another
user.

Deliverability: The predicted success rate for delivering emails to a

database/list. Affected by factors such as CAN-SPAM compliance, sender
reputation,Data Hygiene, whitelisting,blacklisting, etc.

Demand Generation: All marketing and sales activities involved in contacting

potential buyers, guiding them through the buying process and closing the
sale.Demand Generation focuses on both Lead Generation and Lead Management.

Demographics: Externally measurable characteristics of potential buyers such as

age, gender, race, education and income level.

Digg: A place for people to discover, share and recommend content from
anywhere on the web.

Digital Body Language: The electronic/online activity of prospects such as web

visits, email opens/forwards, form completions, document downloads, etc that
reveal interest and intent just as a prospects body language reveals interest and
intent in face-to-face situations.

Direct Marketing: A form of marketing that reaches customers directly.Direct

marketing can include emails, postal mail ads, or even phone calls. It is often
considered unsolicited since the customer did not request it.

Direct Response: The direct results of direct marketing, including new clients,
purchased products, whitepaper downloads, etc.

Directory: A list of other websites or services online. The directory is often its
own website and contains links to various sources, websites, or other information
on a variety of topics.

Discussion Group: A discussion group is an online forum where people discuss

various products or services.

Domain Name: The identifying name of an internet site.

Dynamic Content: Information in web pages, Flash movies, email, enewsletters,

etc., that changes automatically based on database or user information. When
used effectively, this content targets users' specific needs, providing what they

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are looking for, when they are looking for it, and in the format they have asked
for.

EPV (Earnings Per Visitor): A breakdown of how much a website or Internet

company makes on average based on the number of clicks or visitors it receives.

Event Blog: A blog specifically launched as a companion to an event.

Event Marketing: Face-to-face promotional experiences between customers and

companies and the marketing activities leading up to or following the event to
drive awareness, participation and/or attendance. Examples include an industry
conference, user forums, webinars, etc.

Exit Traffic: Term used to decipher what kind of people or what kind of patterns
are taking place when people exit or move away from a website.

Feed Reader: An aggregator of content, subscribed to by the user, so that

specific content or search results arrives in their reader.

Feed: The RSS or Atom feeds used by news aggregators.

FeedBurner: A Google owned company with a tool that enables web sites, blogs
and podcasts to "burn" content into a simple way for readers to subscribe.

Findability: Refers to being locatable. Though tied closely with Information

Architecture on the Web, particularly within one site, findability has also become a
popular term for defining how findable, locatable and navigable a business or
persons presence is on and across the web and social networking.

Firmographics: Externally measurable characteristics of prospect companies

such as size, revenue, industry, and geographical locations.

FTP (file transfer protocol): The means by which files are transferred from your
computer directly to your website.

Greenfield Opportunity: A market that is open and free for the taking.

Guerilla Marketing: A term used to describe bold and often unconventional

forms of advertising and marketing.

Integrated Marketing: Marketing that attempts to create synergy among

various online and offline channels.

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Interactive Marketing: Interactive marketing is the ability to address a
prospect, remember what that prospect does/says and address the prospect
throughout all interactions in a manner that lets him or her know that your
organization recalls/understands what he or she has previously revealed.

Keyword Density: Usually expressed as a percentage, keyword density refers to

the number of keywords on a web page divided by the total number of words on
the page.

Keyword Research: The research to determine the words and phrases that are
most applicable to a given web page, online business, product or service.

Keywords: The words or phrases used by a prospect when performing a search.

Marketers optimize their websites according to the search volumes of keywords
related to their industry,product or service. Marketers can also create ads related
to keywords that appear in paid search listings.

Landing Page: A custom web page designed to convert visitors into leads or
sales. Email, banner ads and even offline outbound marketing campaigns drive
traffic to a landing page to capture information or trigger a sale; also called a
destination page, splash page, destination URL, or target URL.

Lead Generation: Marketing process for reaching prospects via the design,
production, and placement of outbound communications and the subsequent
capture of contact information of potential buyers. Stages in the process includes
identifying prospects as 1) cold inquiry, 2) warm inquiry, 3) qualified inquiry, 4)
lead, and 5) opportunity.

Lead Harvesting: Sales promotions/incentives designed to convert leads into

buyers.

Lead Management: The range of processes involved in categorizing, qualifying,

nurturing and routing prospect information.

Lead Nurturing: Process for maintaining contact over time with prospects who
are targets of Lead Generation efforts. Lead Nurturing programs typically consist
of a series of regular communications that keep a company's name top-of-mind,
and guide the buyer through his or
her buying process.

Lead Scoring: The predictive ranking of the value of one lead versus another to
the organization. Common sources of data for Lead Scoring include explicit
information such as Demographics and BANT criteria (Budget, Authority, Need
and Timeline) combined with
implicit or behavioral observations.

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Life Time Value: An amount of profit a business could expect over time from
one customer.

Link Building: Quality link building is one of the most important activities you
can undertake to get higher search engine rankings. One-way link building builds
link to your site from high value websites such as authority, relevant and industry
leading websites. Two-way link building offers a link back to the linking site.

Loyalty Marketing: A focus on improving customer satisfaction and lifetime

value through the use of incentives.

Mailing List: A list of people generated or purchased used in direct mailings. An

email list includes people who have opted-in to receive email information, usually
from a specific company.

MarketingAutomation: A system of intelligent software, best practices and

process automation designed to automatically create, deploy, schedule and track
marketing campaigns, integrates with CRM to provide visibility into
prospect/buyer behavior from contact to close.

Marketing Qualified Lead (MQL): The contact and profile information of a lead
identified by marketing as a potential buyer due to various explicit and implicit
responses/behaviors.

Mashup: Combining two or more tools or services to create a whole new service.

Media Kit: Much like a press kit, a media kit contains vital information about a
business, including contacts, logos, websites and links, as well as basic
background information.

Merchant Account: An account merchant can set up with a financial institution

that enables them to process and receive credit card payments from customers,
whether for individual transactions or recurring billing.

Meta Tag: A special code or "tag" that contains specific information about the
inner workings of a web site.

MicroBlogging: A form of blogging that enables users to compose brief text

updates, via mobile devices, instant messaging, or email, and publish them
quickly.

Microsite: An individual web site or cluster of web pages designed to promote a

specific product or service. Used to convey complicated information but limit
navigation choices by not sending a web visitor to the home page of a website.

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Multi-Channel Marketing: Marketing that uses multiple channels of
outbound/marketing communications such as email, direct mail, call center and
web site with the potential for integrating prospect responses into a single
Dashboard view.

Multi-Touch Marketing: Contacting a specific prospect multiple times over a

specified period of time, whether within a single-channel (e.g., multiple emails) or
multi-channel (e.g., a mix of email, direct mail and/or call center) marketing
campaign.

Navigation: A menu of links allowing users to move from one web page to
another within a site.

NewsAggregator: A web-based tool or desktop application that collects

syndicated content.
Newsreader: A newsreader gathers the news from multiple blogs or news sites
via RSS,allowing readers to access all their news from a single web site or
program.

Newsvine: An open source, community news service, which lets members

customize the news viewed by "seeding" articles or posting for others to view and
rate.

No Follow: An HTML attribute instructing search engines to not rank certain web
pages. Originally implemented to combat certain types of search-engine spam.

OnlineAds/BannerAds: Online ads are generally clickable, linking to a landing

page, and may include banners, skyscrapers, buttons and other formats; often
animated in some way.

Open Rate: A measure of email effectiveness, the open rate indicates how many
emails have been viewed. In this case, viewing technically requires that the
recipient's email client requests an image embedded in an HTML email. Open
rates are not registered for text messages, dial-up/offline readers, or multipart
messages, where there is HTML and text in the same message.

Opt-In: Choice that customers make to willingly sign-up for emails or services
online.

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Opt-Out: Another term for unsubscribe. People who have previously signed up
for a newsletter, emails, information, news etc.; ask to remove themselves from
the list.

Organic Search: Organic search results are listings in search engine results
pages that appear because of their relevance to the search terms, as opposed to
their being advertisements.

Outbound Link: A link that leads people to a different website from the one they
are visiting.

Page View: The term used when people have clicked on or viewed a web page.

Pay PerImpression: When an advertiser pays for their online ad based on the
number of views.

Pay Per Lead: Paying to acquire leads from an outside party at a set rate or
amount per lead.

Pay Per Post: Paying an outside party to post information on a forum as a way
to generate revenue.

Pay-Per-Click: Online advertising where an advertiser pays a pre-agreed price

each time a user clicks on their advertisement. The cost for the click is often
negotiated via an auction, with ad placement determined by the relative size of
the bid, as well as other factors.

Pay-Per-Inclusion: Search engine marketing programs that guarantee web site

listings for specific keyword search terms for a fee.

Pay-Per-Sale: Often associated with affiliate programs, a pay per sale program
gives people a small percentage of the sales they receive on each item based on a
referral.

Paypal: One of the web's most popular sites for accepting payments and
receiving payments online.

Permission Marketing: A form of marketing based on obtaining a customers

consent to receive marketing materials, whether they be in print, email, or other
formats.

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Personalization:Delivery of personalized content (usually dynamic content that
specifically targets the needs/interests of prospects) via email, direct mail, call
center, website or other media based on implicit behavior such as email opens or
forwards as well as explicit behavior (form completion).

Podcasts: An audio or video recording posted on a web site that can be

downloaded and played later. Often syndicated to registered, interested parties
via RSS. The term is derived from iPod and broadcasting.

Profiling: To build a picture of a target customer based on information from

various sources including customer transactions, completed forms and
demographic data. ]

Psychographics: Classifying prospects by internal psychological attitudes: e.g.,

wants, aspirations, attitudes, interests, opinions and lifestyles.

ResponseAttribution: The ability to attribute prospect behavior to the media

that triggered the response.

Retention: Sustaining a customer relationship over a given period of time. New

customer acquisition is far more expensive than retaining and/or growing revenue
from existing ones.

Rich-Media: Online ads that contain motion, sounds, or video and usually use
Java or Flash to enhance the viewer's experience.

RON (Run of Network): This ad buying option places ads on several networked
websites.
ROS (Run of Site): This ad buying option places an ad at various places on one
website.
RSS (Really Simple Syndication): An XML-based system that enables people to
receive ongoing,constantly updated information collected from many sources
through a simple reader.

Sales and MarketingAlignment: A two-step process that first identifies the

holes in your company’s lead generation process and the gaps, disparities and
misunderstandings between marketing and sales. Secondly, sales and marketing
alignment involves the development of a plan for coordinating marketing activities
with sales that multiplies opportunities, leverages assets, and maximizes return
on investment.

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Sales Cycle: The process an organization undertakes when selling a service or
product. Steps typically involved in B-to-B selling: 1) demand generation/lead
generation, 2) sales prospecting,
3) lead capture, 4) lead scoring, 5) lead nurturing, 6) engagement, 7) proposal
and 8) closing.

Sales ForceAutomation (SFA): Specific term referring to systems such a

salesforce. com, Oracle CRM, or MicrosoftDynamic CRM that are used by sales
professionals to record, track and measure activity of sales prospects and
customers. Often used as synonymous with CRM.

Sales Qualified Opportunity (SQO): The contact and profile information for a
prospect who has been accepted by or developed through the efforts of the sales
team. He or she is identified as a potential buyer due to certain explicit and
implicit responses/behaviors that match patterns from previous prospects who
ultimately turned into customers. Marketing Qualified Leads which are accepted
by Sales become Sales Qualified Opportunities.
Search Engine Marketing (SEM): Search Engine Marketing is the process of
marketing your web site via search engines. It includes Search Engine
Optimization and directory submissions, as well as paid submission programs like
AdWords.

Search Engine Optimization (SEO): Modifying web pages and web sites so that
they rank as highly as possible in search results with the objective of attracting
traffic from web searchers looking for vendors, solutions, products or services.
This is achieved through thematic page design, consistent HTML tagging, linking
strategies and focusing content on core keywords.

Search Engine Submission: Submitting your website's URL to a search engine

along with a brief description to influence your search engine ranking for a
specified group of keywords.

Segmentation: Grouping a population into subsets based on common

characteristics such as vertical market, company size, sales organization, specific
behavior or needs, etc.; and targeting each segment with different messaging,
offers or solutions.

Skyscraper: Term for an online ad format that is tall and narrow. Skyscraper ads
a typically run along the right or left margin of a web page.

SocialAffinity Marketing (SAM): A powerful new strategy for developing

market-ready social initiatives that cohesively build market authority, invite
market discussion, drive traffic to your website, and generate immediate and
measurable sales leads. Its objective is to identify and predispose important
decision makers and customer audiences, so that a company can assume

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an authority leadership position on critical issues that enhance your brands and
strengthen your strategic selling proposition.

Social Bookmarks: A method for Internet users to store, search, organize, and
share web pages.

Social Media Lead Generation: The use of social media tools to support lead
generation programs.

Syndication: The distribution of blog content across a network of websites.

Tags: Labels or categories that describe the content of a web site, bookmark,
photo or blog post. You can assign multiple tags to the same online resource.
Tags provide a useful way of organizing, retrieving and discovering information.

Teleprospecting (Telemarketing): Using outbound telephone calling to find and

identify prospects.

TextAd: Ad online advertisement that is strictly text; without graphics, sound or

animation.

Thought Leadership: Marketing and public relations strategy that positions a

company as the knowledge expert in to the industry it serves (not just its product
within that industry). Highly effective in new/emerging markets where buyers
may be unfamiliar and are looking for guidance in order to make informed
decisions.

Up Selling: Selling a higher function/cost service, product or solution to a

customer who is actively involved in the purchase phase of the buying process.

URL Tracking: A technology that enables marketers to determine which media

are generating responses and traffic to a landing page or website.

USP (Unique Selling Proposition): A unique message, presenting a distinct

and appealing idea,that sets a company, product or service apart from
competitors.

Vertical Banner: A vertical banner ad that usually appears on the right side of a
website page.

Viral Marketing: Form of marketing that infiltrates as many different channels

as possible, usually for free, in the form of videos, text messages, email appends
for forum posts.

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Web 2.0: Web 2.0 refers to a perceived second generation of web development
and design that facilitates communication, secure information sharing,
interoperability, and collaboration on the World Wide Web. Web 2.0 concepts
have led to the development and evolution of web- based communities, hosted
services, and applications; such as social-networking sites, video- sharing sites,
wikis and blogs.

Web Directory: An online directory of websites usually relating to one particular

topic or divided up into categories so that visitors can easily find sites they need.

Web Host: Provider of memory, storage, services and connectivity to enable

individuals or companies post a live website.

Webinar (Webcast): An educational seminar or event offered via the Internet

so that users don’t incur the expense and hassle of traveling to a physical site.

Wiki: A collaboratively edited web page. The best known example is wikipedia,
an encyclopedia that anyone in the world can help to write or update. Wikis are
frequently used to allow people to write a document together, or to share
reference material that lets colleagues or even members of the public contribute
content.

A QUIZ ON GK & CURRENT AFFAIRS

1. Sanya Richards who was named as the IAAF World Athlete of 2009
represents which of the following countries ?
(1) Jamaica (2) Kenya
(3) France (4) Britain
(5) USA

2. Who amongst the following was adjudged the European Footballer of the
Year 2009 ?
(1) Roberto Baggio (2) Edger Davids
(3) Xavi Hernandez (4) Cristiano Ronald
(5) Lionel Messi

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3. The latest nuclear power reactor of India recently attained criticality at
Rawatbhata. Rawatbhata is a place in
(1) Uttar Pradesh (2) Madhya Pradesh
(3) Uttarakhand (4) Orissa
(5) Rajasthan

4. Who amongst the following has recently received the Highest Civilian
Honour of France ?
(1) Kareena Kapoor (2) A.R. Rahman
(3) Javed Akhtar (4) Lata Mangeshkar
(5) None of these
5. Who amongst the following represented India at the 15th United Nations.
Climate Change Conference 2009 held in Copenhagen ?
(1) Smt. Sonia Gandhi (2) Smt. Pratibha Patil
(3) Dr. Manmohan Singh (4) Smt. Mcira Kumar
(5) None of these

6. Three Indian sportsmen, C. Raju Srither, I.R. Sanam and Ratan Singh
recently went to Indonesia and won Gold Medals in one of the events. All
three are associated with which of the following sports ?
(1) Weightlifting (2) Rifle Shooting
(3) Swimming (4) Golf
(5) Archery

7. A two-day meeting of the South Asian Association for Regional Cooperation

(SAARC) was organised recently in
(1) Kathmandu (2) Islamabad
(3) Kabul (4) Dhaka
(5) New Delhi

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8. By nominating its Ambassador to which of the following countries after a
gap of five years has the USA established its diplomatic relations with it ?
(1) Syria (2) Iran
(3) Iraq (4) China
(5) None of these

9. Which of the following organisations/agencies is providing a US$850 million

loan to India for the development of its infrastructure and khadi industry ?
(1) World Bank
(2) European Union Finance Corporation
(3) Asian Development Bank
(4) Government of South Africa
(5) None of these

10. Goodluck Jonathan whose name was in news recently is from which of the
following countries ?
(1) Kenya (2) Uganda
(3) Nigeria (4) Sudan
(5) None of these

11. The census in India is done after a gap of every

(1) 5 years (2) 10 years
(3) 12 years (4) 15 years
(5) None of these

12. Pankaj Advani won which of the following titles in the year 2009 ?
(1) Asian Games Gold Medal
(2) Asian Billiards Championship
(3) WSA Challenge Tour
(4) World Professional Billiards Championship
(5) None of these

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13. Which of the following awards is given for Excellence in the field of sports ?
(1) Kalinga Award (2) Golden Pen Award
(3) Arjuna Award (4) Bharat Ratna
(5) None of these

14. Which of the following States started 'Apni Mandis' project in all districts
of the State to ensure the supply of vegetables and fruits at fair prices ?
(1) Gujarat (2) Uttar Pradesh
(3) Haryana (4) Delhi
(5) None of these

15. Which of the following terms is not used in Economics ?

(1) Balance of Trade (2) Centrifugal force
(3) Break even (4) Fiscal Deficit
(5) Capital Account

16. The Indira Gandhi Peace Prize 2009 was given to the President of
(1) Fiji (2) Bhutan
(3) Nepal (4) Bangladesh
(5) None of these

17. The Government of India recently launched the Jawaharlal Nehru National
Solar Mission. This mission is one of the key missions on India's National
Action Plan on _______
(1) Second Green Revolution (2) Climate Change
(3) Recharging of Water bodies (4) Electricity to all
(5) None of these

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18. Voting in local bodies elections is compulsory in which one of the following
states ?
(1) Delhi (2) Maharashtra
(3) Kerala (4) Gujarat
(5) None of these

19. India's exports of which of the following to USA has been growing at a fast
pace despite the global slowdown and recession ?
(1) Handicrafts and Carpets (2) Textiles and Clothing
(3) Horticultural products (4) Foodgrains
(5) Services

20. Russia recently agreed to resume import of natural gas from which of the
following countries after a gap of about a month following a dispute over
prices of the same ?
(1) Iran (2) Turkmenistan
(3) China (4) Kazakhstan
(5) N. Korea

21. India recently signed an agreement for cooperation in the field of nuclear
power for civil purposes. This agreement is free from any restrictions on
India. India signed this agreement with
(1) France (2) Germany
(3) USA (4) Canada
(5) Russia

22. "Between the Assassinations" is a book written by

(1) Chetan Bhagat (2) Kiran Desai
(3) Shobha De (4) Vikram Seth
(5) Aravind Adiga

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23. Which of the Following prizes/ awards is not given for Excellence in the field
of Literature ?
(1) Dronacharya Award (2) Aga Khan Prize for Fiction
(3) Commonwealth Award (4) Nobel Prize
(5) Man Booker Prize

24. Which of the following terms is not used in the game of Hockey ?
(1) Centre (2) Downswing
(3) Drop pass (4) Goal line
(5) Blue tine

25. 'Invisible' is a novel written by

(1) Vikram Seth (2) Chetan Bhagat
(3) Anita Desai (4) Meghnad Desai
(5) Paul Auster

Answer Key

1.(1) 2.(5) 3.(5) 4.(4) 5.(3) 6.(5) 7.(1) 8.(1) 9.(3) 10.(3)
11.(2) 12.(4) 13.(3) 14.(3) 15.(2) 16.(4) 17.(2) 18.(4) 19.(5) 20.(2)
21.(5) 22.(5) 23.(1) 24.(2) 25.(5)

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