Professional Documents
Culture Documents
BY PHILIPKOTLER
ANALYZED BY JAGADISH
in todays 21st century marketing is becoming the backbone of companies. even though
we see financial officers becoming ceos this trend can change in near future. for the
simple reason being without cmo or marketing wing the company cannot run.
one may argue that cfo help in making financial decisions and allotment of money is
important for a company. but one has to see that even after financial allocation cfo stills
depends upon revenue generation. this means he has to go back to marketing wing to
generate revenue . without marketing wing financial wing cannot survive. but without
financial wing marketing can survive.
The state of the environment in which a situation exists copied from wordweb
i define scope as jurisdiction beyond which marketing is not tied up. what can be the
scope of marketing
jagadish says their are 2 things beyond which the scope of marketing ends. one is
financial monetary aspect the other is non monetary or case analysis of marketing
problems.
spiritual marketing concept : under this concept companies help each other in
developing strategies for each other and try to cooperate in developing competition and
cooperation in their respective industries
trust : it is something which binds people together without arousing resentment while
working with each other
job entry : any entry made by the employee on the job that she has been enrolled while
joining at the first date in the company
job enhancement : any job which is done by an employee which enhances the reputation
of the employee and the company is job enhancement
job rotation ; any job which an employee does on rotational basis by taking up different
tasks in the company is job rotation
job enlargement : any job taken up by the employee of a company which is done in
addition to the job he has been assigned to is job enlargement
job work: any job taken by the company employee is job work
brand : it is defined as something which personifies the personality of the product of the
company it represents
product : anything which highlights the companies inner strength is called as product
needs : anything which satisfies the normal desires of a person is called as needs
want : anything which satisfies the entire portion of desires either fully or partially which
can also be future desires of a person is called as want
private label : any product designed by the retail industry segment not in tie up with the
companies is called as a private label
It can be seen that retail segment has come up with private labels in competition with
company products
in to days scenario trust , commitment and truth have become the foundation on which
necessary marketing management principles are based upon.
In the 21st century two areas in India Bpo and Software has come into existence and
through which Indians are becoming a popular destination for work and fun.A very hot
topic that is being discussed since a long time that their is a lot of retrenchment taking
place in these two areas of job. HR executives are having a tough time to stop this
retrenchment but due to various reasons this problem is not able to solve and every one is
looking for ways to stop this . it is even seen in developed nations also.
1 USA is preferred destination for many young executives for learning curve . the
problem with this is that they employees after learning leave the job and take up another
job in USA.
solution is that company should sign a bond with the trainee to come back and pursue his
career in the company as per the HR rules . I would say another 5 years after learning
which gives the company scope to use the learning for its benefit and the employee also
feels satisfied that their is a possibility for looking at greener pastures after completing
the bond agreement
2 money is another problem which a Hr executive manager faces when dealing with
employees who leave the job so that they are getting another job with a higher pay.
solution is that give the employee a scope of say 3 to 5 years to stay in the company and
give them employee stock option plan to those employees who stay back. if the other
company also has the same strategy.
the second solution would be debit cards to the employees depositing a certain portion of
food coupons,
education loan to be provided by the company at cheaper rates than prevailing in the
banks to the employees,
for star performers in the company their children would be given free mba education by
the company,
every night on saturday coupons of 5 star hotel to be given to weekly performers in the
company,
live discussion every friday with star performers for other employees to understand and
this live discussion would be made into a video format to be highlighted in the company
website,
every week management books to be given to company strategists which is related to the
company profile
Ans) customer value : any value which benefits the customer and increases his aspiration
to purchase the product again which he has purchased
marketing helps the customer in selecting the product which he aspires to purchase. a
customer doesn't have idea what is important for himself. he checks out through products
which are marketed in the product and purchases them by tallying with what is suitable to
Ans) strategic planning has to be carried out by both middle management and top level
management. it is so because middle management is in touch with entry level marketing
executives which makes the middle management understand the pulse of the customers.
middle management and top level management understand both strategic and man
management principle.
hence strategic management has to be carried out by both middle management and top
level management .
depends upon how big the organization. jagadish feels that all the middle management
who make strategic decisions has to be included in the decision making process . it is so
because they are
future
h) future projects being taken up by the company in near future
end of chapter 2
Gathering information and scanning the environment (chapter 3)
Ans) components that are expected in a modern marketing information system is same as
above question
Ans) useful internal records should include as same as above question and below
question
Q) what are the key methods for tracking and identifying opportunities in the macro
environment ?
Ans)
Ans)
a) government regulations
b) market space control
c) supply chain management rules
d) multilevel marketing
e) service industry development in near future
f) spirituality being introduced in management
end of chapter 3
Ans) marketers assess their ROI of marketing expenditure through various ways like
Ans) The companies can accurately measure and forecast demand through different ways
end of chapter 4
chapter 5 of Philip kotler
Creating customer value, satifaction and loyalty
analysed by jagadish
Q) what are customer value , satisfaction and loyalty, and how can companies deliver
them ?
Ans)
customer value : any value which creates satisfaction in a product by its consumption
either company or customers i.e B2B, B2C
companies can deliver customer value , satisfaction and create loyalty for their
products in different ways . they are
through
TO BE DISCUSSED LATER
Ans) companies can both attract and retain customers through different ways. they are
Ans) companies can cultivate strong customer relationships through ways like
1) 4c concept by tying up relationship with company known for quality service and
product and through other areas
2) CSOP (customer stock option plan)
3) through good supply chain management
4) through quality products to be manufactured with good raw materials
Ans) database marketing is defined as anything which produces database for the products
for which marketing is designed
end of chapter 5
in the 21st century people buy products out of want instead of need
needs : anything which satisfies the normal desires of a person is called as needs
want : anything which satisfies the entire portion of desires either fully or partially which
can also be future desires of a person is called as want
it is also seen that consumers purchase through impulse buying in 21st century,. this type
of purchase has become more common than other style of purchase. (market place and
market space)
it is seen evident because their is too much of excess money with consumers because of
revolution that has taken place in Information technology and business process
outsourcing which is seen even in both developed and underdeveloped countries.
money circulation has become excess than required so people are going for want instead
of need. but this type of spending by consumers is still not evident than in streams other
than the two above.(Information technology and bpo)
retail segment and hospitality are only the other streams which is fast picking up on par
with information technology and BPO.
the solution is
3 survey in newspapers and gift wraps attached on the following day for giving important
1) impulse buying
2) gifts/products which are free and gifts/products which have novelty in them
1) impulse buying
2) gifts/novelty products
3) anything which consumers can get atleast double the investment they have invested in
money
4) any product or item which makes peoples life easy and comfortable
Ans) marketers can analyse consumer decision making through different ways
1) information technology : market space and organised retail stores in both developed
and developing countries
in those areas where countries work on unorganised retail stores information can be got
through wholesalers and distributors
2) in those areas where multi level marketing (mlm) is prominent way of generating sales
it can be solved through retail outlets who sell to these individual people who use mlm
end of chapter 6
Q) What is the business market and how does it differ from the consumer market ?
Ans) business market can be defined as any business which is done through b2b (business
2) knowledge capital
Ans)
1) purchasing department
2) finance department
4) ceo, cfo , cmo , coo and board of directors if price of purchasing is beyond the hr
policy of above 3 departments
Ans)
business buyers purchase from others based upon future and present projects they are
going to undertake. based upon these projects they tie up with respective companies ,
industries which are related to those projects they are going to undertake.
Q) How can companies build strong relationships with business customers ?
Ans) companies build strong relationships based upon the projects they undertake and
profits and also on the projects which are shared on the basis of contribution given by
respective industries and companies .in the project they have undertaken
Ans)
2) company gatherings
3) multi level marketing by respective employees of the company for the company he
represents
end of chapter 7
Ans)
Ans)
1) the most attractive target markets can be chosen based upon the income earned and
expenditure being spent by the locality in which the people stay. the more they earn the
more they spend
1) company product
2) population sex
4) housing rent
end of chapter 8
questions on 4c concept
Q) what are the ingredients company should look out for in a product when designing it
along with complementor/competitor ?
ingredients that a company should look out for in a product when designing product
along with competitor and complementor are
4 life cycle of the product that is being promoted by the companies in collaboration with
each other
5 ability of the product that is being promoted by the companies , can it be promoted
through market space (internet)
A company can enhance brand value of product in accordance with competitor and
complementor
Q) how much goodwill has the product brought to the company ? how can it be
calculated ?
A good goodwill can be calculated by the company by choosing areas which are
manageable. these areas are
consistent repeat purchases in the specific locality , calculated by the money earned and
increase in money supply in the same locality over a period of time say quarterly basis.
repeated positive decisions made by the corporate CEO and board of members which
resulted in increase in price of share
goodwill percentage =
cash increase or decrease in comparison to previous quarterly in previous year
-----------------------------------------------------------------------------------------------------------
-----
by share price increase or decrease compared to previous quarterly in previous year
Q) which products are useful to the company and which are not while designing it along
with complementor ?
any product that is designed and is performing exceptionally well need not be shared with
competitors but can be shared with complementor. suppose the product that is launched is
new then it can be shared with competitor because company doesn't know whether the
new launch is profitable to the company or not
now question arises is that what would happen that the new product has been a success.
company wants to enjoy the success but that success has to be shared with the competitor
because competitor gave you support when product was new. this problem can be solved
with contract .
jagadish says that after success of the product share profits with competitor for some
years with it on mutual understanding
.Q) how can a product be useful to the company in accordance with competitor and
complementor?
existing products are always useful to the company because of their successful track
record. new products are the only way one can launch that is future projects in
accordance with competitor
Q) what are successful traits of a product which exist in the market and also those
products which enhance the reputation of complementor or competitor ?
any product whose life cycle is beyond the perception of the companies either company
or competitor product that is being launched by both can be termed as a successful
product. those product that are perishable cannot be termed as a successful trait for both
parties companies involved
any product which satisfies the following areas mentioned below guarantees product to
be successful. they are
Q) what are the vehicles required for a company to promote its product?
the different vehicles required for a company to promote its product are
1) mass media
2) market space (internet)
3) pamphlets
4) books
5) cds- games
6) magazines
7) video conference for b2b business
8) newspapers
9) multi level marketing
10) educational dvd
Q) when should a company stop promoting its product along with competitor ?
their are different ways by which company can stop promoting its product along with
competitor . for complementor you need not stop because he always brings good luck to
the company
1) company feels that the product that is being launched can incur loses to the company
because its new to the market
2) competitor and company feels they can share the profit if both feels that combination
of them would give them more profits
Q) which competitor companies are useful to the company and which are not ?
any competitor who satisfies the following areas is fit to come as a collaborator with the
company. the following are
2) both company and competitor must give value addition to each other products in both
market place and market space
4) any company which has good track record in launching good products
Q) which qualities of a company should a company look out for in relation to its
competitor (culture) ?
same as above
prioritizing a company is based upon performance in related fields in 21st century . they
are
same as above
any company products which adds a value addition to the existing list of products of the
company and enhances the reputation of the products when sold in combo is called as a
complementor company
any company which is their to grab away the profits of the company in the similar
industry field is called as a competitor
while discussing about mergers and acquisitions following points have to be noted down .
they are
.1 whether the company has a bad record say 3 years of losses. it is so to know the
success
rate of the board of members to decide whether to change them or not
2 how much loss was incurred by the company and how low the share price came down
during those loss years
5 another discussion to be made is what would be the role of cmo, ceo, cfo, coo in the
new company, any changes and what were their contributions during losses as well as
profits earned during financial years for the company
7 how much of intellectual capitalism available to the existing companies and what their
strengths and weakness is their of the employees regarding this area of intellectual
capitalism
measuring of intellectual capitalism can be determined based upon the new strategies that
Ans)
brand : it is defined as something which personifies the personality of the product of the
company it represents
b) brands help in making two or more competitors come together to solve their financial,
marketing etc problems (spiritual marketing concept)
.spiritual marketing concept : under this concept companies help each other in developing
strategies for each other and try to cooperate in developing competition and coopreation
in their respective industries
d) brands help supply chain management making them both efficient and effective in
performance
e) brands help consumers in creating image in society for themselves
Ans) it is how effectively and effficeintly brand can be monitored and used for answers
companies benefit
ROI = returns
----------------- * 100
investments
changes made to the brand at regular intervals to catch hold of new generation with old
generation
jagadish feels that change should happen once in 3 months becasie age gap or generation
gap; is getting decreased with introduction of information technology with feedback
.mechanism with target questions to both separately new or old generation (market space)
internet
1) what changes have you obsessed in past brand in connection with revised brand
(VIBGYOR)
2) was the brand introduced newly satisfied your taste buds
[1 to 5]
a) mass communication
b) service channel
c) distribution channel
d) market space
end of chapter 9
Q) how can a firm choose and communicate an effective positioning in the market ?
ans) A firm can choose and communicate effective positioning in the market through
a) quality
b) good supply chain management
c) channel partners
d) focus
e) cost
f) differentiation
g) retail outlets (organised, unorganised)
same as above
Q) what marketing stategies are appropriate at each stage of the product life cycle ?
Ans)
a) development of new out of box thinking
b) products mature early but remain their for long period of time
c) usage of higher end technology (ERP)
end of chapter 10
a) market share
b) repeated purchases of competitors products known through organised retailers
technology
c) supply chain management
d) communication channels
Ans)
Q) how can market leaders expand the total market and defend market share ?
Ans)
1) by setting up factories
2) by coordinating with complementors
3) setting up company outlets
4) multilevel marketing
Ans)
1) guerilla warfare
2) attack the strengths by making comparative analysis between challengers and leaders
3) by setting up company outlets where competitors has and hasn't touched
4) Flank attack
Q) what are the characteristics of products and how can they be classified ?
a) perishable
b) non perishable
c) stable ( satisfying customers on the spot with consumption) eg tea
d) non stable : (product that takes longer time to satisfy consumers) eg : reading a book
Q) how can a company build and manage its products mix and product lines ?
Q) how can companies use packaging, labelling , waranties and gaurantees as marketing
tools ?
warranties and gaurantee if lengthened can help consumers to purchase more of the
product
labeling helps consumers pick up easily the product with smart names eg : Rajnigandha
end of chapter 12
Q) how are services defined and classified and how do they differ ?
services is defined as any return which paid back by the company for services rendered
by it back to consumers
classification of services
a) services rendered through word of mouth
b) services rendered through technology
c) services rendered through manual labor
d) services rendered through money
end of chapter 13
Q) how should a company adapt price to meet varying circumstances and opportunities ?
Ans)
Ans)
2) when demand for a product is high or low compared to supply of the product into
market
end of chapter 14
end of chapter 16
Ans) through
1) mass media
2) market space
3) networking
4) supply chain management
5) B2B, B2C, C2C
6) segmentation , targeting, positioning
7) branding
Ans)
communication mix : it is considred to be a mixture of conglomerate of selected
channels to get right promotion of product brand into making without creating hurdles for
End of chapter 17
Q) how can companies evaluate and select specific foreign markets to enter ?
TRUST
JAGADISH
trust : it is something which binds people together without arousing resentment while
working with each other
in today's 21st century can we ever find trust among people. This trust in people was
founded way back in 1995 under the heading called as corporate governance. then the
.discussion starts as to why it corporate governance could not be utilized by government
bodies properly. why did it went or still gone into the backdrop without any notice ?
In the 4c concept I jagadish prasad tried to show that trust generates lot of revenue for
both government bodies and companies. still jagadish believes that trust has still only
germinated , it hasn't come into with any full swing of a bat. it still works in bits and
pieces. according to jagadish trust can only be developed by meeting commitments on
regular basis , the chance being given to opposition based upon the number of trusts an
individual wants to give to other party.
this giving up chances is again dependent upon how much the party believes in trust for
example if the individual believes in 50% of time in trust , he gives 50% commitment to
his opposition.to whom he wants to assign the task .
how much should a person trust a person in 21st century. again it is left to individual of
how much trust he has on himself. it is very interesting to note that if a person trusts
himself and his commitment towards the task he has undertaken is to his full satisfaction
automatically his trust on others also increases because of his belief and commitment he
expects from others as he is also committed and expects the same commitment from
others as he individually has shown on others.
why do people not show the same commitment which people expects?
people by nature are always want to show that they are busy in their schedule., they are
not committed towards work as others are. they want to complete the task as quickly as
possible. people have different taste buds, some want to watch movies whenever they get
time others in their own interest pursuits. based upon this psychology if we assign a task
which the person is least interested in automatically his commitment either trust or work
gets depleted.
if you have observed how job interview vacancy is given. it is to be noted that they
specify that we want marketing executives who are self motivated and who has
commitments high enough to get work done without any support. he should have to
develop contacts by himself and generate revenue for the company
what we can gauge from here is that in today's scenario trust is getting depleted day by
day in the reverse way. companies are giving scope to people to develop their passions.
job enlargement is one way of knowing what employees can achieve by working for their
respective companies.
trust if has to truly shine can only be shined if people are ethical . and how to judge ethics
.why did Gandhi says that truth , trust in others is difficult to follow. it was seen in Hindi
film lage raho munna bhai. Gandhi said " my path is very difficult to travel " almost
something like this . why did Gandhi even whole society feels that truth is difficult to
follow. why?
while speaking truth and having trust should be a normal game . one only has to do is to
speak whatever activities he has done in a truthful manner. my mother in my childhood
used to say tell white lies if it benefits others. i always used to debate that even white lies
is a lie. why to speak white lie? if one questions that you were lying people say it was a
white lie. how come Gandhi's truth is difficult to follow i haven't still understood. people
don't want to commit themselves. in the olden generation of Indian mythology people of
war clan used to commit and used to kill themselves if they hadn't shown commitment
towards their words spoken. if spoken they have to be followed word to word
amazingly this path was abandoned because jagadish feels that after British east India
company came to India. east India company took advantage of this i wouldn't say flaw
but Indian realized it later . east India company must have felt happy that Indians were
stupid in killing themselves for simple reason of showing commitment towards words
spoken with commitment. later on Indians became smart and stopped and started
changing their commitments regularly. the biggest advantage which India gained because
of east India company was its giving away language English to Indians without their
knowledge thus helping small part of the country independently making them united as
one single nation called India bharat.
spiritual marketing concept : under this concept companies help each other in
developing strategies for each other and try to cooperate in developing competition and
cooperation in their respective industries
The following is the article written with gusto feeling and ended it with participation of
various companies.
it is my sincere request to anyone who has seen this article think for themselves whether
trust, confidence. truth, commitment can be incorporated in the companies and
government bodies or not.
Marketing warfare
Alries and Jack trout
analysed by jagadish
this cannot be true it is so because even a new entrant who enters into the industry also
has to play defensive role to protect himself from the onslaught of existing players in the
industry in which new entrant is existing into
if a new entrant is entering into new industry segment then defensive strategy is not
needed because he is the only player in the new segment . a new entrant would play
defensive strategy when he encounters a competitor in the industry segment he is into
everyone in industry plays defensive strategy and not just market leader
this jagadish would agree because if you don't attack yourself someone would come
(competitor)
to smash your own concept. if you don't have the habit of smashing your own concept. on
regular basis your cannot improve your own quality staff. in the process you would lose
your own product. you must have the habit of cannibalizing your own product so that you
can stay ahead in comparison to your competitors.
it is difficult to find what strong competitive moves can be every move can be called a
Strong competitive move if looked in perception angle through different people. so best
strategy is cannibalise your own product frequently to stay ahead of your competition
invest lot in research and development
when you attack a competitor in any industry segment you have to come up with what
your strength are and what are your weak point once you know your strength it comes
easy for your to attack your competitors based on your strength
eg suppose a company strength is quality start advertising your strength with the help of
your employees. that is the easiest way to promote companies product.
it is true for competitors to attack leader at his weakness but on other hand if you start
attacking at leaders strength also in near future their is a likelihood of leader strength
becoming weal k and a good s entry for competitor to become leader so jagadish advised
that both strength and weaknesses have to be attacked
for a new entrant if it wants to compete with leader first attack on those geographical
locations where leader hasn't entered or has least penetration if this policy is adopted by
new entrant it can gauge how comfortable it is to fight against the leader
for a leader it is very simple strengthen those areas first where there is least penetration
has been done
the question here arises as to how company board members know where employees fit in
the organization. it can be known only by job enlargement
job enlargement : any job taken up by the employee of a company which is done in
addition to the job he has been assigned to is job enlargement
5) by attacking your competitor : it is always said that attack is best defense . how do you
attack your competitor go for flank warfare by attacking those areas where companies are
weaker . make those areas of market economies strong which in return would benefit in
long run
how do you defend a small segment by satisfying the demands , needs of consumers .
how do you know the needs of people by attacking focus opinion leaders of segment
which are dominant in those geographical location in which company is planning to
either enter or new area it is choosing for itself to enter
by targeting opinion leaders in advance and accepting them in company roles and giving
them salary to influence decision of masses opinion leaders take pulse of masses because
of their regular interaction with masses of their own nature
if company doesn't act like a leader company would always be in a defensive mood so if
you act like a leader you would always feel like improving standards of your product
would you like to promote your product aggressively or would you like to be in defensive
mood of facing threatening moves from leader always being in afraid position which
would at last force you to withdraw the product from the market so jagadish advises that
act like a leader not as a follower either guerrilla or offensive marketing warfare
attack is best defense because under defense their is a possibility of product being
withdrawn even if it is doing very good for defensive mood psychology
if you save money and time you get benefit of helping your product , reach masses which
need the most. you can spread this product later to other areas
eg nirma started out with small segments went on to become a big mnc , even ghadi
detergent of india
it is true without tactical surprise element product cannot be launched , tactical mover
should be their either in cost, quality or in focused area (niches)
it is true without pursuit against a competitor you cannot be eliminate his products in
market so pursuit , attack and defense against competitors is required
it has to be noted that in marketing warfare we talk about only competitors and how to
destroy or eliminate products of competitors but marketing warfare Can also be used to
support complementors
principles of complementor
analysed by jagadish
how to know whether brand is delivering to the end consumer for which brand is meant
to deliver
it is by conducting surveys across the globe through market space (internet) and also by
conducting inhouse training to both marketing channels and stakeholders
for any brand to stay relevant it has to get updated information on current trends which
customers are enjoying and what they expect from brands in the category they are
interested in.
question now arises as to how to make the brand stay relevant . it can be made relevant
by
actually pricing is done by companies on the basis of cost of production and added by
adding up supply chain management . now question arises as to what price has to be
charged. it is decided not by customers but by the usability of product the company
manufactures.
how can companies chose whether the product that is being sold has usability more of
less
it is done by
a) daily sales report by marketing executive geographically through management
information system
c) checking out the staple food of the particular locality through national distributors
network report
how can you say that brand is properly positioned as per companies point of view is seen.
it can be known through
opinion leaders and focus groups can be found out through database generated by the
internet usage who are giving solutions to the magazines , newspapers etc
in india it is economic times, business standard etc database which are management
newspapers and in management magazines business world, business today etc are being
used by the people who are giving answers to the newspaper/magazines
5 brand is consistent :
brand can only be consistent till preferences of the customers don't change. till
preferences of customers don't change the ad should remain the same. how to find out
preferences have changed is to find out
children
teenagers
adults
aged people
geographical segmentation
Demographic segmentation
nature friendly products type of consumers and where to find them is through c2c
(customer to customer) and b2b (business to business) eg : amway, tupperware products
7 the brand makes use of and coordinates a full repertoire of marketing activities to build
equity
what type of marketing activities are required to build brand equity (managing the brand)
they can be
c) managing stakeholders of the company through quarterly report of the progress of the
company so that companies brand name remains intact
how can you make consumers understand what the brand means to them
b) kiosk
4c concept :under this concept companies help each other in developing strategies for
each other and try to cooperate in developing competition and cooperation in their
respective industries the collaboration of different companies promoting each other in
similar industry background by having trust between respective companies while doing
promotional campaign
9 the brand is given proper support and that support is sustained over the long run
how sustainance of support to the product or brand is given is through profits earned over
the period of time by the company for satisfying the desires of the consumers. how much
profits has to be earned to sustain the product is left to the decision of the board members.
how can company promote brand and support it in its long run. what arsenal is needed to
do that
a) marketing channels
b) word of mouth
c) employee promotional campaign
d) market space promotion cross usage of websites
e) retained earnings to be stored up for doing research and development to promote
products development for future
how does company monitors sources of brand equity can be said by looking at a brand
audit report prepared by the company. this brand audit has to be maintained on quarterly
basis where it is tested by the investors to know the pulse of the company they are
investing at.
it can be designed by
spiritual marketing concept 4c : under this concept companies help each other in
developing strategies for each other and try to cooperate in developing competition and
cooperation in their respective industries
the basis of foundation of this concept would be on 3 layers
1 trust
2 perfect relationship management
3 participative marketing management
customer here is defined as both b2b customer and end user customer.
end user (new or old customer) can be termed as company going to new or old
geographical areas where products are being sold
old price can be defined as the price origanally fixed by the company 3 to 6 months back
for the products sold . here new customer is new areas or b2b where company can cater to
old price just to make the area geographically strong
existing price is defined as the products being priced without any change and sold at
current price sold regularly
average price is defined as price quoted for the similar products sold at their market rate
taken averagely by similar products price tag
new price is defined as price fixed by changing the existing price tag for the products sold
by the company
MODELS
MODEL 1
2 employment being given to villagers, being controlled by the company for example 5
villages
3 control of villages, by the company would be for a duration not less than 20 years
5 central government has to come up with tax free exemption for a minimum period till
the company starts producing profits for itself
6 role of employee villagers is to sell its (companies) manufactured products and earn
entire commission by selling products till a proper transportation is provided for the
companies to reach the villages
7 after 20 years another quotation of proposed by the companies would be taken by state
or central government. the government would then make the decision of whom the
respective villages have to be given after the completion period of 20 years
MODEL 2
OIL CRISIS
3 reduction of oil price to white goods must be lesser than increase in price offered to
customers by white goods companies
4 price of amount profit earned must be shared between the oil petrol company and white
goods companies
6) both companies and oil petrol companies are complementary to each other and comes
under 4 c concept
MODEL 3
1 choose 5 to 10 people
5 this strategy is for those who do not have anything for security aspect to be given or to
be taken loan from banks
6 this amount can also be given by companies who are working in the village background
MODEL 4
SAP TRAINING
1 selection of IIM say IIM ahmedabad for coaching of sap to all students who are
interested
4 only those subjects which are commonly used by companies to be taught not all types
of subjects in SAP
5 half year training in a corporate atmosphere and to be absorbed into the company
6 from the corporate perspective SAP training to be given to training and development
wing in IIM ahmedabad training institute for corporate sector which they can share it
with the employees
MODEL 5
FISHERMAN PROBLEM
1 in radius of say 5 kms export import office should be set up for purchasing fishes for
village communities
2 truck would pick up daily fishes and transport it to export import office with the help
of ice used in sugarcane juices
MODEL 6
a) amount generated by the villages of the state which depend upon water
b) on the basis of poor people status in the states that are being shared with water
c) water shared based upon acres of land being shared by villages in their
respective states
Model 7
a) check out if any occasion is being celebrated in the country it is so to distribute money
to stakeholders
b) if it is during financial year and the people are in inflation it is bonanza for the
company
c) bonanza means right time to distribute money to stakeholders creating goodwill about
company in crisis situation of country
e) 4c can also be applied to this model if complementors are also being suffered because
of inflation
example of complementor to all companies is petrol, oil, diesel, organised retail stores,
f) in finance convertable bonds into shares play a major role in inflation by helping
companies generate revenue for themselves in times of inflation and give a small
percentage to shareholders on the spot without waiting for few months.
Model 8
under 4c concept
2) then states where food scarcity is not their issue long term convert able bonds to
shares to farmers by complementary companies for a duration of 5 years, why 5 years
because suppose they encounter losses that can be compensated with bonds interest
3) where food scarcity is their complementary companies must issue free short term
bonds to farmers on the spot payment of cash to encounter losses which indirectly effect
complementary companies
4) these complementary companies who have issued free short term bonds in association
with life insurance would be paid back to companies by making farmers associate with
life insurance + general insurance
5) that means complementary companies with life insurance+ general insurance under
their belt would promote bonds to the farmers under losses.
1) life insurance
2) fertilizer companies
3) banks
4) aggro based industries
5) seed companies
complementor : it is defined as two or more companies coming together with the idea of
adding value addition to each other without each other support the companies cannot
survive
a complementor for a company need not be from the same industry, it can be from other
industries also
it is so because IT company generates revenue for itself through projects, but these
projects stay with the company for 5 to 10 years contract , after which contract expires
and again fresh contract is signed. this signed contract cannot be done again with the
same company hence companies cannot be complementors
hence these project are done by team leaders in IT and their respective team members,
hence it team leader fails in the project done by his team members and himself revenue is
at loss to the company and hence human capital is the hallmark of complementors
without team leader help company cannot generate revenue and without company IT
team leader cannot earn salary, retrenchment problem is the highlight of IT and BPO
depending upon human capital.
now question arises except the team leaders are others also complementors to industries
or not . this can be proved with the help of intellectual capitalism of individuals
suppose a team leader has 4 to 5 members, out of them 1 is highly intellectual than team
leader he can be an asset to the company and also to other industries if he comes under
knowledge regarding other fields speciailly strategy wing of companies.
example of hr terminology is body shopping which takes place within an industry and
also outside industry but rarely
but it has to be taken into notice that their are voice trainers outside the jurisdiction of
BPO companies which can be recruited under 4c concept
Auto industry
complementor is
mechanics
distributors (saboo motors)
insurance (complementor to all industries)
companies handling spare parts
petroleum industry
paper industry (complementor to all industries)
distributors like saboo motors handle cars etc manufactured by companies. these
distributors know the track record of consumers who handle the purchases. with the help
of distributors auto industry can manufacture those products which are fast saleable to
consumers who purchase these auto industry
gossips, that is where revenue generation is done because TRP comes into play
the more the TRP the better the revenue, the more the revenue more companies invest
but TRP cannot be complementor because TRP changes with each change in news, hence
time slots also change and complementor if it is company at that point of time would
leave because of poor TRP rating hence TRP is discarded
complementor is defined as something where both the companies are at same level field
without getting into losses when matched evenly,
another thing if time slots are checked up instead of TRP for a company in mass media is
TV radio then information at that point of time is changing, news change hence loss to
the company if complementor company invest at that point of time company would leave
because of bad information, hence time slots also cannot be decided as complementor
because revenue at that time slot has to change with each change in information
so if companies are considered as complementors they also change with change in time
slot information or TRP change loss to the media company hence companies also cannot
be termed as complementors for the media
hence if complementor is said to be main company cable operators like C channel,
Maa channel etc they become complementary because if they exist and promote channel
companies, revenue is generated and TRP is increased which benefits both cable
operators to promote channels and channel companies like CNBC etc can get huge TRPs.
so channel companies should promote their companies by partnership with cable operator
companies to generate revenue for themselves.
hence these main cable operator companies become the automatic choice for mass media
in TV as complementors.
what about market space (internet) operated by mass media channels as CNBC and etc
in this respect the complementor for market space is contracts with companies
newspapers companies complementors are company advertising agencies and again they
are based on contract
to prove that contract is the complementor it can be proved by saying that contracts exist
to generate revenue and if contracts expire the revenue is lost between two or more
companies and not with coming or going of companies for ad space in market space or
newspapers or magazines.
Real Estate
if we take real estates real estates purchase land either from government or from farmers
but this purchase of land is restricted to overall growth annually is 2% maximum as
stated in free lunch textbook of economics
so farmers government cannot be complementors to the real estate because they generate
revenue marginally
but this generation of revenue can happen through word of mouth where websites like
sulekha etc can be promoted
websites are the craze of 21st century, hence if websites are created, knowledge about
real estates increases and also through word of mouth of real estate websites hence
without websites company real estate revenue cannot be generated and without customers
knowing how many real estates are their in india they cannot purchase hence website
promotion if it is done revenue can be generated by real estates.
Model 1
1) Check out the employees who have life insurance under their belt
2) check out the number of years the employees have to pay instalments for life insurance
3) those instalments which are at the fag end of their instalments payments should be
given annuities style of payment of smaller denominations to get insurance or pension
under life insurance
4)Employees who have just started payment of life insurance would be clubbed together
with other employees under same bracket would be checked with medical insurance
payment or not.
6) those employees who have medical insurance under life insurance would be converted
to mutual funds . these mutual funds would be paid for life insurance sum that means we
are asking mutual funds money to be paid as installments towards life insurance by
respective employees of the company which means group life insurance of smaller
denominations under mutual funds
1) check out the purpose behind the fall in the brand value in public
2) check out the liquidity of cash available to compensate for future contingency
3) check out the employees who do not create value addition to the company and remove
them through voluntary retirement plan
4) those who create value addition to the company to be made brand ambassadors of the
company by being paid cash through seminars conducted by the company to address
stakeholders through government help
5) once seminars are conducted through the brand ambassadors check out the opinion of
the public in the leading newspapers internet for response through survey sending it to
stakeholders and public at large
6) if the problem that is being addressed still persists even after the above means seal off
the company and pay the employees through retirement plans designed by government if
situation arises to close off the company
step 2 : allocation of funds based upon the work to be covered up within 6 months
step 5 : extra money to be given for remaining portion of 6 months and new
assignment taken up for the next 6 months assignment
step 6 : At the end of term of ministership huge bonus for making his
constituency a well known constituency
chapter 18
Managing mass communications advertising sales promotions events and public
relations
Q) what are the guidelines for effective brand building events and experiences ?
Ans) guidelines for effective brand building events and experiences are
brand building events and experiences can be defined as promotional activities done to
make the brand a success in the minds of consumers else customers
c) core competency of the area where branding is weak, to find out products that sell in
that location
Q) how can companies exploit the potential of public relations and publicity ?
Ans) companies can exploit the potential of public relations and publicity through
a) check out the mass media which is prevalent in the geographic location selected by
company
b) check out the age group of the consumers who are using mass media
c) check out through kiosk how effective the consumers are in knowledge about products
and also on other brand awareness of products that company represents
d) select the distribution channel which is convenient for the company to deliver
e) if successful product distribution towards consumers then can later be done through
company outlets
chapter 19
competitive advantage can be defined as any benefit enjoyed by the company either
through cost advantage, focus or differentiation between company products or branding
it is by
a) checking out the marketing channels which can be used by the company
b) checking out whether direct marketing can be added up to these channels selected by
company
c) checking out the marketing strategy adopted by the company through secondary data
d) checking out the products used by the company while selecting the secondary data
e) checking out whether the direct marketing benefits were used by the company or not
f) benefits can be like after sale service, pamphlet distribution, customer database
collection etc
g) checking out whether those benefits can be reused for present brands or not
h) checking out the complementors who would be benefited because of this direct
marketing tactics used by the company and tie up with them for future sales and benefits
to be enjoyed by the companies that are being associated with each other
i) once you know complementors try to see, what other benefits that a complementor can
bring to the company that it feels associated with
j) lastly by checking out the demographic, geographic boundaries used by the companies
to promote to customers for their respective products
Ans) the decisions needed by companies to face while designing a sales force is through
a) geographic boundaries does the company products have sold and are to be sold to end
user
b) average rent paid by the end user while stationing at respective localities
c) selecting the job localities in respective states and their employee salary packages
where they work
d) age group of focus group, opinion leaders which are to be targeted by the sales force
Ans) companies can manage a sales force efficiently by following certain rules and
regulations
a) keeping the sales force age to certain minimum based on the target customer they cater
to
c) creating a team report by respective teams to their localities every day or week
depending upon the end consumer else retailers requirement
Ans) salespeople in a company can improve selling, negotiating and relationship building
skills through by
Chapter 20
Ans) the type of organizational structures that are used to management new product
development are
a) marketing research
b) good segmentation , targeting and positioning of product to be launched
c) checking out the changes that have happened in consumer behavior over the period of
say 6 months with the help of focus group, opinion leaders
d) finding out whether product would be accepted based upon line extension or not
Q) what is the best way to set up the new product development process ?
Ans) new product development process can be defined as process that takes place in
development of products launched which is beneficial to the end user or not which can be
both B2B, B2C
the best way to set up the new product development process are
d) employee ERP information as to what changes would employees like to make in their
company products and if success pay them stocks from the company
Q) what factors affect the rate of diffusion and consumer adoption of newly launched
products ?
Ans) the rate of diffusion can be defined as the spread of social institutions (and myths
and skills) from one society to another (word web)
the factors that affect the rate of diffusion of newly launched products are
the factors that affect the consumer adoption of newly launched products are
consumer adoption can be defined as products that are easily acceptable by consumers
which are newly launched into the society
chapter 21
Ans) the company must adopt the products and marketing program to each foreign
country by
Q) how should the company manage and organize the international activities ?
Ans) the company should manage and organize the international activities through
different ways such as
a) glocalization
b) setting up toll free numbers in international countries
c) monthly booklets to be published to employees and stakeholders about companies
situated in foreign and local countries
chapter 22
Ans) internal marketing can be defined as operations done by companies through internal
management by brand managers
a) by serving ecological balance products to end user which would benefit them goodwill
in the long run
b) by promoting trust between companies and help each other to develop their respective
industries in the eyes of stakeholders
Q) what tools are available to help companies monitor and improve their marketing
activities ?
Ans) the tools that are available to help companies monitor and improve their marketing
activities are
e) mobile commerce
marketing memos
philip kotler
analysed by jagadish
Q) how can company spot and chose the right market segments ?
Ans) the company can chose the right market segments based upon
Ans) when customers buy products based on price , it should be responded through
Q) how can company compete against lower cost, lower price competitors ?
Ans) a company can compete against lower cost or lower price competitors by
Ans) customizing offering for each customer should not be done because
a) mergers, acquisitions
b) franchises
c) setting up company outlets
d) setting up company websites
e) creating quality company brand
f) good relationship with supply chain management
g) stakeholders being satisfied through ERP sales report
a) company outlets in towns (how many towns , cities are their in a country)
b) video conferencing with stakeholders
c) google chat with key partners
d) ERP in retail organised sector industry wise
focus groups are defined as groups that have similar taste buds
these focus groups can be known through census (house rent determines salary earned)
data through ERP from organised retail stores--debit card purchases over a period of one
month
a) checking out the repeat purchasers through ERP in organised retail store
b) checking out who are the customers who go for repeated CSOP (customer stock option
plan)
c) customers in B2B who insist on quality and service rather than quantity sales
d) customers who purchase under combos
Q) how can company measure the payback from advertising, sales promotion, and public
relations ?
Ans) the company can measure payback from advertising, sales promotion and public
relations
this means these are communication channels now how to measure communication
channels
it is like measuring goodwill of the company
2) goodwill calculation
goodwill percentage =
individual amounts
Ans) companies can improve sales force productivitiy through ways like
Q) how can we establish multiple channels and yet manage channel conflict ?
Ans) one can get other company departments to be more customer oriented by following
step 1
step 2
step 3
what are the limitations of marketing department where other departments can become an
asset to marketing department of the company
step 4
prepare a daily report of the marketing wing and contribution of the specific department
in connnection to marketing wing
step 5
hand it over the report to marketing department at the end of the day for scrutiny and
make them aware of the help they other than marketing department is giving to them.