UNIT1: BRAND

1. What are the advantages and disadvantages (=pros and cons) for companies of product
endorsements?
List of Product Endorsement Advantages
 Product endorsements help your brand be able to stand out
 It may open up new markets for your business.
 A solid product endorsement can build brand credibility.
 It creates a brand trigger for consumers.
 Endorsements give your brand personality.
 It speeds up the time required to establish a market footprint.
 It creates a higher retention rate for future customers.
List of Product Endorsement Disadvantages
 Endorsements become associated with the brand image.
 The image of an endorsement changes over time.
 It is expensive to hire people to endorse products.
 The endorsement may one day eclipse the product.
 It may create overexposure opportunities for the brand.
 A good endorsement can’t fix a bad product.
 Not every endorsement is a good endorsement.
2. How can companies create brand loyalty?
 Keep quality high. Depending on the price of your product there is an expectation of a
certain level of quality from the marketplace. People will go back to what they know
they can count on, don’t let them down.
 Engage your customers.
 Solicit feedback from consumers. Stay in touch with your consumer, ask their opinion
of your business, did they like their most recent experience with your company, were
they satisfied with the customer service. Make sure that your client’s know that you
respond to the demands of your consumer. If you want your customer to come back,
give them what they want!
 Give them a reason to come back. Provide incentives for consumers to return to your
company instead of the competition. Create programs that reward loyalty to your
brand. Consider giving insider access, special status and other non-monetary driven
incentives.
 Stay relevant. Keep a close eye on what your competition is doing and what the
current trends are in your industry.
 Provide Value.
3. Can you give any examples of successful or unsuccessful brand stretching?
A successful brand helps a company enter new product categories more easily.
For example, Fairy (owned by Unilever) was extended from a washing up liquid brand to
become a washing powder brand too.
The Kubus brand has undergone a very successful brand extension from children juice drink
to another drinkable products.
* Examples of unsuccessful brand extensions:- 1. In case of new Coke, Coca Cola has
forgotten what the core brand was meant to stand for. It thought that taste was the only factor
that consumer cared about. It was wrong. The time and money spent on research on new
Coca Cola could not evaluate the deep emotional attachment to the original Coca- Cola

4. Think of a cheap or expensive idea for a product launch.

 I think we have to first consider what kind of product it is, calculate the quality, and
what product do we make it to the user?
 If it is a technology-related product, the trend is high price, luxury for the high-end
market so expensive idea for product launch it's easy to understand.
 Conversely, if your product line is for the low-end market, then you create an
expensive idea to launch your product is a crazy idea.

5 What other market segments can you identify (e.g. young singles).
There are 4 types of Market segmentation which are most commonly used.
 Demographic segmentation: is one of the simplest and most widest type of market
segmentation used. Segmentation generally divides a population based on variables
such as Age, gender, family size, income, occupation, religion, race and nationality.
That can be seen applied in the automobile market. For example: Maruti has the low
price bracket and therefore manufactures people driven cars.
 Behavioral segmentation: This type of market segmentation divides the population on
the basis of their behavior, usage and decision making pattern. For example – young
people will always prefer Dove as a soap, whereas sports enthusiast will use
Lifebuoy.
 Psychographic segmentation: is one which uses lifestyle of people, their activities,
interests as well as opinions to define a market segment. For example – Zara markets
itself on the basis of lifestyle, where customers who want the latest and differential
clothing can visit the Zara stores.
 Geographic segmentation: This type of market segmentation divides people on the
basis of geography. Your potential customers will have different needs based on the
geography they are located in.
6. What action can companies take if they start to lose market share?
 Lower prices to compete
 Innovate a new or existing product
 Diversify into another market
  Merge/acquire a competitor or a company with some form of relevant integration
 Advertise more
 Expand current customer base
 Create a strong advertising campaign about the company to grow market share.

UNIT3: ORGANISATION
 1. Would you like to work in a company like Google? Why? Why not?
 Google offering one of the best work environments.
 Google treats people with respect and supports.
 Work with amazing employees and intelligent thinkers.

2. Would you prefer to work for a company where the headquarters make the major
decisions or for one in which regional offices are given considerable decision-making
powers? 
 Working for a bigger and more powerful company with a headquarter will be more
beneficial. 
 Being more independent.
 The bigger the company, the better and more stable its position on the market.
As far as I am concerned, working for a bigger and more powerful company with a
headquater will be more beneficial. The reason why I would chose this option is clearly the
possibility of being more independent and, what is even more important in my case, the
bigger and more influential companies are in the higher position on the market. Therefore, the
income would be substantially better.
The next purpose is that big companies works on on the established rules, they are not
allowed to breach the deals which they had made with other companies. Because of that
mutual dependance, the rules are clearly established and there is no room for
misunderstandings and blemishings of any sort. Moreover, the bigger the company, the better
and more stable its position on the market. The consequence is that almost all the decision are
made irrespective of the smaller, minor companies which have to adapt the terms of
cooperation if they happen to cooperate in any sphere.

UNIT5: ADVERTISING

1. What makes a good TV advertisement? 

 Have a clear and meaning message.
 Make it memorable.
 Make them laugh/sad.
 hitting customers' minds and knowing what your customers need will make them
come to your product

    2. What are four stages of a typical advertising campaign? 

           KNOW - LINK - TRY – REPEAT
 The Know stage is about catching someone’s attention. You can’t communicate with
someone if they don’t know you exist.
  Now that we have collected people’s contact details we are able to write to. The
cheapest option is email marketing. This list of people who are signed up to receive
communication from you is known as your marketing list. And building a marketing
list is one of the simplest and most effective things that you can do in your marketing.
The three main tactics in the link stage are: email marketing, direct mail, text message
marketing
 The try stage is based around a low barrier to entry opportunity for someone to try the
activity for the first time (or at least the first time in a while). Common examples of
these are: Taster sessions, Come and Try It events, Open days.
 Repeat: The repeat stage is your regular activity. Most people reading this are much
more accomplished at putting on regular, high-quality activities that people will enjoy
than I will ever be. Sometimes people drop out and won’t come back, but most people
who drop out from an activity can be coaxed back in if you continue to send them
updates

    3. What are “viral” campaigns / advertisements?

 Using social networks to promote a product.
 Much in the same way that a virus spreads from one person to another.
Forexample: Dollar Shave Club
If you’re going to have a video about your actual product go viral , then you need to
make it incredibly entertaining to watch. Dollar Shave did this by using a ton of
humor when talking about their product and their brand. They do go beyond the hard
sell, ironically enough, by sharing brand impact and mission.

UNIT8: HUMAN RESOURSE

  1. If you had to change your job, what method would you use to find a new one?
It is said that the majority of job vacancies are never advertised, often referred to as the
"hidden job market." So, firstly, that is the main factor i choose.
Company Websites that is the second factor. If you watch for openings on their site, there's a
chance you'll find just the opportunity that you've been waiting for. Create a list of employers
that you'd like to work for and visit their websites often.
Then, Job fairs are typically targeted toward specific industries, Consider any conversations
with recruiters as mini-interviews that can set you apart from other applicants. Some
organizations may even offer on-site interviews to candidates that match their requirements.
  
 2. What would you prepare for an interview so that you could be successful? 
 Pick outfit and style of hair.
 Practice your answers to the most common interview questions, read vacancy's duties.
 Find out the type of interview you will be going on.
 Research employer to better understand them

3.“The role of women in business is no longer an issue.”. To what extent is this true in your
country? 

Vietnamese women play an increasingly important role in the nation’s development,

especially at present and in the future. When we look back at the development of Vietnamese
society, particularly economic development, women hold a key position, as they directly
participate in the national labour force and in paid labour. For instance, in agriculture – one of
the country’s key sectors – women make up some 70 per cent of the labour force, and in
production alone, they make up not a modest workforce in export-oriented industries, such as
garment and textile, footwear, light industry, and seafood processing.

UNIT9: INTRERNATIONAL MARKETS

1. How has the development of international market affect you as a consumer and your
country?
 Purchasing habits are changed when the international market has too many diverse
designs.
 Purchasing power increases if foreign goods enter the market
 Price: sometimes goods made abroad are of lower value in your locality and their
marketing strategy can price your products to achieve wide acceptance.

2.How do you think international markets will develop in the future?

Absolutely, for instance, many firms are able to develop new resources and forge important
connections by operating in global markets. Companies also choose international expansion
to gain a competitive edge over their opponents. For example, businesses that expand in
markets where their competitors do not operate often have a first-mover advantage.
International expansion can also help companies acquire access to new technologies and
industry ecosystems, which may significantly improve their operations.

3.What is free trade? To what extent do you have free trade in your country? What benefits
has it brought to your country? 
 Free trade is the unrestricted importing and exporting of goods and services between
countries.
 Comparative advantage holds that all countries will always benefit from cooperation
and participation in free trade.
 5 Advantages of Free Trade
1) It stimulates economic growth: Even when limited restrictions like tariffs are applied,
all countries involved tend to realize greater economic growth.
2) It helps consumers: When trade restrictions are removed, consumers tend to see
lower prices because more products imported from countries with lower labor costs
become available at the local level.
3) It increases foreign investment: When not faced with trade restrictions, foreign
investors tend to pour money into local businesses helping them expand and compete.
4) It reduces government spending: Governments often subsidize local industries, like
agriculture, for their loss of income due to export quotas.
5) It encourages technology transfer: domestic businesses gain access to the latest
technologies developed by their multinational partners.

4. Is free trade always a good thing, in your opinion? 

-Free trade is good for the whole, but that this doesn't mean that it's good for every time.

But many would probably agree on the benefits of free trade, which generates wealth by
allowing the free flow of goods across international borders, without taxes and other such
barriers. Increased Economic Growth, Foreign Direct Investment, Technology Transfer:
Multi-national companies provide job training to local employees. Lower Government
Spending: Many governments subsidize local industry segments. After the trade agreement
removes subsidies, those funds can be put to better use.
-The biggest criticism of free trade agreements is that they are responsible for job
outsourcing.

 Increased Job Outsourcing; Why does that happen? Reducing tariffs on imports
allows companies to expand to other countries. Without tariffs, imports from
countries with a low cost of living cost less. It makes it difficult for U.S. companies in
those same industries to compete, so they may reduce their workforce.
 Theft of Intellectual Property: Many developing countries don't have laws to protect
patents, inventions, and new processes. The laws they do have aren't always strictly
enforced. As a result, corporations often have their ideas stolen. They must then
compete with lower-priced domestic knock-offs.
 Reduced Tax Revenue: Many smaller countries struggle to replace revenue lost from
import tariffs and fees.
 Poor Working Conditions: Multi-national companies may outsource jobs to emerging
market countries without adequate labor protections.
 Degradation of Natural Resources: Emerging market countries often don’t have many
environmental protections. Free trade leads to depletion of timber, minerals, and other
natural resources.
 Destruction of Native Cultures: As development moves into isolated areas, indigenous
cultures can be destroyed. Local peoples are uprooted.

UNIT11: LEARDERSHIP

1.Which modern or historical leaders do you most admire? Which do you admire the least?
Why? 
 “If your actions inspire others to dream more, learn more, do more, and become more;
you are a leader”. This famous quote of US President, John Quincy Adams is the best
definition of leadership that I have come across. Though I have not studied him but I
think to be able to define leadership thus, one must be a great leader.
 I really admire him for 2 things. He united the entire country. Even at a time when we
had so many great leaders he was clearly way ahead and respected by all. Second, and
more useful for me, is that he didn’t hold any formal position in the political hierarchy
of the country and yet moved the countrymen. So, one need not be in a position of
authority to become a great leader.

2.What makes a great leader? Write down a list of characteristics. 

Spending 50 percent or more of their time listening carefully.

Great leaders with excellent management skills encourage input and change, and the best way
to measure them is based on feedback they get from their best people.
3.Are there differences between men and women as leaders? Why have most great leaders
been men? 

Both men and women should look at the range of qualities that can make for a great leader,
and decide which ones to nurture in themselves, depending on their career goals and personal
strengths.

1. Communication Styles
Women tend to have a more cooperative, participatory style of leading. Men tend to have a
more “command and control style,” They’re more task-oriented and directive, while women
are more democratic. That’s often the starkest leadership difference between male and female
bosses: Men provide direction for their employees, while women encourage employees to
find their own direction.
2. Reward Systems

Women often motivate their employees by helping them find self-worth and satisfaction in
their work, which serves as its own reward. This is a core part of the philosophy of
transformational leadership: Help employees find their identity in the work that they do, so
it’s more than just a job. Men are more likely to use the transactional leadership approach of
providing incentives for succeeding and penalties for failing.

3. Self-Branding

Men tend to be good at branding themselves, meaning they let others know about their
successes and strengths. Women are more likely to be modest or silent about their own
accomplishments. To succeed as a leader, women should learn to brand themselves by
sharing their achievements and skills with others.
Again, it’s not that people of either gender make better leaders. The reality is that differences
between male and female leadership styles can broaden a company’s pool of creativity and
innovation. This enhances the success of any company when both men and women are
promoted to high-level positions.
4.Do you think great leaders are born or made? 
Leaders are born not made:
Great Man theory and Trait theories believe that people inherit certain qualities and traits that
make them better suited to leadership.

There are certain inborn characteristics that predispose people to be and become leaders.
There is a significant difference between “learning a skill” and mastering one, in the same
way that others are born with amazing musical gifts or athletic talents. They will excel
naturally in these areas but others would be like a fish out of water and may struggle to get to
the same point.

Leaders are made not born:

Behavioral Theories believe that people can become leaders through the process of teaching,
learning and observation. Leadership is a set of skills that can be learned by training,
perception, practice and experience over time. Leadership learning is lifetime activity. Good
leaders seek out development opportunities that will help them learn new skills.

5.Do you think first-born children make the best leaders? 

Oldest siblings generally stay in school longer, get richer and even have a higher IQ than
their younger siblings.

This researcher suggests that born-leaders are a real thing - and their success is not based on
their teachers or peers but on their birth order.
They are 'more emotionally stable, persistent, socially outgoing, willing to assume
responsibility, and able to take initiative than later-borns', researchers said in the paper.
6.What is the difference between a manager and a leader? 
 Leaders create a vision, managers create goals.
 Leaders are change agent, managers maintain the status quo.
 Leaders take risks, managers control risk 
 Leaders are in it for the long term, managers think short-term
 Leaders grow personally, managers rely on existing, proven skills.
 Leaders build relationships, managers build systems and processes.

7.What sort of problems do business leaders have to deal with? Give examples.
 Difficult People
There will always be people on your team, in your organization and in your working life who
are difficult. Above all, don’t let them get you down.
 Letting Someone Go
As a leader it will, at some point, be your job to either recommend that someone leave your
organization or you are going to have to move someone on yourself.
 Staying Motivated
Sometimes as a leader you can feel your motivation for the project or the organization fall
flat. It happens to the best of us, but what you need to do is muster all of the good stuff
around you and get back on track.

8.Do you have qualities of a leader or leadership skills? Why? Why not? 
I think i have some important leadership quanlities. Firstly, honesty, Leaders succed when
they stick to their value and core beliefs. Secondly, to be an effective leader confident enough
to ensure that other follow your command. Then, commitment and passion: your team lookup
to you and if you want them to give them their all, you will have to be passionate about it too.
Lastly, i think i have a decision making at the right time.

9.Would you like to become a leader? What kind of leader would you like to be? 
Yes I’d Like. In fact, there are a number of different types of leaders, all with different
strengths and weaknesses. While there are many leadership styles, the answer for question:
what type of leader you want to be. I want to be Controllers: If I’m not perfect, I’m not good
enough.
Controllers rely on perfection, often leading to overwhelming and extreme control to make
sure they and their team are perfect. A controller believes
• in control, not delegation.
• anything less than perfect is not okay.

10.What kind of leader would you like to work for? 

I want to work for pleasers leader because they belive: If I’m not liked, I’m not good enough.
Pleasers do not want to rock the boat, but keep the peace. With this need to be liked, they
• always look for feedback before acting.
• aren’t assertive, but tend to be passively aggressive.
• do not make decisions, often abdicating – not delegating – this responsibility to others.
• struggle to be seen as a leader.