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ADISSERTATION REPORT
ON
“CUSTOMER SATISFICTION ON SERVICES OFFERED BY BHARTI TELEVENTURES WITH RESPECT TO AIRTEL”
Submitted ByRAHUL RAKSHITEN.No.209229
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DISSERTATION REPORTON
“CUSTOMER SATISFICTION ON SERVICES OFFERED BY BHARTI TELEVENTURES WITH RESPECT TO AIRTEL”
By
RAHUL RAKSHIT
PGDM- (2009-2011 )
A dissertation Submitted in partial fulfillment of the
Requirement of
PGDM PROGRAM (2009-2011)
SHIVA INSTITUTE OF MANAGEMENT
STUDIES364-365 Pandav Nagar Industrial Area , BSR Road ,
Ghaziabad , Utter Pradesh
PIN : 202001
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TABLE OF CONTENTS
1. Acknowledgement 4
2. Declaration 5
3. Abbreviations 6
4. Industry Profile 7
5. Organization Structure 11
6. Vission 14
7. Shares & Highlight 18
8. Introduction
a. Objective 23
b. Limitations 24
9. Research Methodology 25
10. Review of literature 26
11. Findings and suggestions 30
12. References 31
13. Glossary 32
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DECLARATION
I, Rahul Rakshit, here by declaring that the dissertation entitled “Measurement of
customer satisfaction on Services offered by Bharti Televentures in INDIA with
respect to Airtel” has been personally done by me in partial fulfillment of the
requirement for the completion of Degree of “POST GRADUATE OF DIPLOMA
IN MANAGEMENT ”
All the data represented in this dissertation is true & correct to the best of my
knowledge & belief. This work has not been submitted for any other
degree/diploma exam elsewhere.
Date :Ghaziabad …………………………………………..
( Rahul Rakshit )
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ACKNOWLEDGEMENT
I would like express my gratitude to all those who gave me the opportunity to complete this project. I would like to thank my Institute. I am deeply indebted to my institute Shiva Institute of Management Studies giving the final shape of the dissertation report.
Rahul Rakshit
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ABBREVIATIONS
BTVL Bharti Tele-Ventures Limited
DSL Digital Subscriber Line
BSNL Bharat Sanchar Nigam Limited
BSE The Stock Exchange, Mumbai,
USD United State Dolor
SEA-ME-WE-4 South East Asia-Middle East-Western Europe – 4
CMD Chief Managing Director
Sub's Subscribers
B&T Broadband & telephone services
NSE National Stock Exchange of India Limited
IPO I Initial public offering
CEO Chief Executive Officer
SMS Short Messaging Service
GPRS Geniuq Pocket Radio System
SMB Small and Medium Business
STD Subscriber Trunk Dialing
ISD International Trunk Dialling
PCO Public call office
ASAP As Soon As Possible
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INDUSTRIAL PROFILE
BHARTI AIRTEL
Formerly known as Bharti Tele-Ventures Limited (BTVL) is among India's largest
mobile phone and Fixed Network operators. With more than 28.6 million subscriptions as
of September 2006, the company is one of the world's fastest growing telecom companies.
It offers its mobile services under the Airtel brand and is headed by Sunil Mittal, one of
India's richest men with a total worth of US$2.6 billion. The company is the only operator
to provide mobile services in all the 23 circles in India. The company also provides
telephone services and Internet access over DSL in 14 circles. The company complements
its mobile, broadband & telephone services with national and international long distance
services. The company also has a submarine cable landing station at Chennai, which
connects the submarine cable connecting Chennai and Singapore. The company provides
reliable end-to-end data and enterprise services to the corporate customers by leveraging
its nationwide fiber optic backbone, last mile connectivity in fixed-line and mobile circles,
VSATs, ISP and international bandwidth access through the gateways and landing station.
Although Bharti Airtel is the largest mobile service provider, BSNL, the state run mobile
and wire line service provider is the market leader as of 30 August 2006 customer's base.
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Type Public, Listed on BSE
Founded 1985
Headquarters New Delhi, India
Key people Sunil Mittal
Industry Telecom
Product Mobile and Fixed-Line Telecommunication operator
Revenue USD 3.66 billion
Slogan Express Yourself
Website http://www.Bharti.com
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TELECOM MARKET
The unprecedented growth in the mobile market is, perhaps, the most vivid facet of
India's economic transformation since the mid 1990s. Mobile technology and
services came to India less than a decade ago. In the early days, a mobile was seen
to be a fashion statement for the rich. Today, it is accepted as a basic
communication medium for all socio-economic segments. As the pioneer and
frontrunner, Airtel has been instrumental in leading and ushering in the mobile
revolution in India.
The Indian mobile market is, today, amongst the fastest growing and the most
competitive in the world.
There were 34.6 million mobile phone subscribers in the country as of April 2004
(Source: Cellular Operators' Association of India and Association of Basic Telecom
Operators). With approximately seven million subscribers, Airtel commands nearly
20% share of the market - making it the number one brand in the country. Airtel's
world class service and innovative products have enabled it to establish this
position of leadership.
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ACHIEVEMENTS
The market An Airtel's journey to leadership began in Delhi in 1995. Since then,
Airtel has established itself across India in sixteen states covering a
Population of over 600 million people. Airtel will soon cover the entire country
through a process of acquisitions and green field dissertations. With a presence in
over 1,400 towns, Airtel today has the largest network capacity in the country.
In the last nine years Airtel has achieved many firsts and unique records: it was the
first to launch nationwide roaming operations, it was the first to cross the one million
and the five million customer marks. It was also the first to launch services overseas.
There are other 'firsts' credited to Airtel - many of them in the area of innovative
products and services. Today, Airtel innovates in almost everything that it presents to.
Excellent example is Easy Charge - India's first paperless electronic recharging
facility for prepaid customers. As evidence of its fine record, Airtel has also been
conferred with numerous awards. It won the prestigious Techies Award for 'being the
best cellular services provider' for four consecutive years between 1997 and 2000 - a
record that is still unmatched. And in 2003, it received the Voice & Data Award for
being 'India's largest cellular service provider', amongst others.
As part of its continuing expansion, Airtel has invested over Rs. 1,065 billion in
creating a new telecom infrastructure. In 2003/04, Bharti Tele-Ventures earned a
gross profit of Rs. 16 billion on revenues of Rs. 50 billion.
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ORGANIZATION STRUCTURE
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SUCCESS STORY OF BHARTI
Bharti Enterprises has successfully focused its strategy on telecom while straddling
diverse fields of business
It all began as a Small Industry
Bharti Tele-Ventures is today acknowledged as one of India's finest companies, and
its flagship brand 'Airtel', has over 12 million customers across India
Recently, Bharti has successfully launched an international venture with EL
Rothschild Group owned ELRO Holdings India Ltd., to export fresh Agri- products
exclusively to markets in Europe and USA
BUSINESS DIVISIONS
Mobile Services – Bharti Airtel offers GSM mobile services in all the 23-
telecom circles of India and was the first private telecom service provider to
connect all states of India.
Broadband & Telephone Services – Our Broadband (DSL) & telephone
services (fixed line) are present in the 92 cities across India.
Enterprise Services (Carriers) – With 35,016 kilometers of optic fiber
network Bharti Airtelare a leading national long distance service provider. For
international connectivity to east, Bharti Airtelhave a submarine cable landing
station at Chennai. For international connectivity to the west, the Company is a
member of the South East Asia-Middle East-Western Europe – 4 (SEA-ME-WE-4)
consortiums along with 15 other global telecom operators.
Enterprise Services (Corporate) – The group focuses on delivering
telecommunications services as an integrated offering including mobile, broadband
& telephone, national and international long distance and data connectivity services
to India's leading 1300 corporate,
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COMPANY PROFILE
The Company: Bharti Airtel Ltd.
Formally Known as Bharti Televentures Limited
The Customers: 3, 90, 12,597
GSM: 3,71,41,210
Broad Band & Telephone: 1,87,1,387
CMD: Sunil Bharti Mittal
Market Share: 26%
Connectivity: Provides best connectivity with submarine cable landing station at
Chennai
The businesses at Bharti Airtel have been structured into three individual strategic
business units (Sub's) - mobile services, broadband & telephone services (B&T) &
enterprise services. The mobile services group provides GSM mobile services across India
in 23 telecom circles, while the B&T business group provides broadband & telephone
services in 94 cities. The Enterprise services group has two sub-units - carriers (long
distance services) and services to corporate. All these services are provided under the
Airtel brand.
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VISION
By 2010 Airtel will be the most admired brand in India:.
Loved by more customers.
Targeted by top talent
Benchmarked by more business.
INNOVATIONS
Bharti Airtel are changing the way India communicates by offering innovations that not
only add value to people's lives but also deliver an unmatched customer experience.
Bharti Airtel were the first to.
Provide electronic recharge for mobile phones
Initiate music retailing in the world with “Easy Music” and the first to offer a Lifetime
Prepaid service.
Provide innovations such as Bollywood movie premiers, music services such as ring back
tones & many more.
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SHARES:-
The equity shares of Bharti Airtel are currently listed on National Stock Exchange of India Limited (NSE) and The Stock Exchange, Mumbai, (BSE). Bharti Airtel offered 185,336,700 equity shares in the initial public offering (IPO) and raised Rs 8,340.15 million through this process. The shares were over subscribed 2.56 times.
With this IPO, Bharti Airtel established certain important landmarks in the history of the Indian capital market. Together with being the first 100% book building process that this country has seen, the listing was completed within a record time of ten working days. of the close of the issue. Moreover the process of allotment and issue of shares was also completed within one day of the last day of pay-in.
The book running lead managers for the IPO were JM Morgan Stanley and DSP Merrill Lynch and the registrars to the issue was Karvy Consultants Limited.
Sunil Bharti Mittal, owner of Airtel,
Mumbai circle Airtel CEO.Our Bureau. MUMBAI: The Bharti Group has announced the appointment of Mr. Jayant Khosla as Chief Executive Officer.
Bharti has a 26.15-per cent market share
Last quarter, market leader Airtel (22 per cent market share, over 15 million mobile subscribers.
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Market Share of Airtel
Airtel33%
Hutch10%
Tata11%
BSNL13%
Reliance33%
Airtel
Hutch
Tata
BSNL
Reliance
GREAT BENEFITS FROM AIRTEL
Wireless Phones
Airtel Mega is a wireless phone that is extremely convenient and easy to install and
does not require any wiring or change in the aesthetics of your home or office. This
phone is immune to cuts in the cable, rains, bad weather etc. You can carry the set
along with you when you move from one room to another or when you shift your
home/office
Instant Connection
It ensures that your immediate accessibility needs are met with Instant connection
Mobile Phone's Features
With Airtel Mega you can enjoy the features of a mobile phone- SMS, In-built caller
line identification, voice mail, phone book, ring tones etc.
Great Add-on Services
Airtel Mega offers a host of value added services like Hello Tunes, GPRS, call
conference, call wait, call divert, SMS and more!
Limited Mobility You can use your Airtel Mega anywhere within your circle limits and still receive and
make calls, at no extra cost.
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BHARTI AIRTEL LTD.
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Bharti Airtel Ltd.
Telecom services
Bharti Cellular Ltd.
Bharti Infotel Ltd
National & InternationalLong distance
services
AirtelBroadband &
Telephone Services
Broadband Data Services
Mantraonline
COMPANY HIGHLIGHTS :
Airtel now in the US - connecting 2.5 million NRIs to their loved ones back in India.
Airtel partners with Google to offer search services on Airtel Mobile.
Airtel Presents 'Song Catcher' - India's First Ever Instant Music on Mobile.
Bharti Airtel and Microsoft enter into a strategic partnership to offer Software and
Services for Small and Medium Business (SMB) Market in India.
Bharti Airtel signs MoU to connect Adani Group’s Mundra Port and Special
Economic Zone.
PRODUCT
PREPAID ZONE
Some of the many advantages that you enjoy with Airtel Pre-Paid...
Total Cost Control
Enjoy the liberty of total cost control with your Airtel Pre-paid! Re-charge as much as you
feel the need to! Now that's what Bharti Airtelcall complete freedom!
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No Rentals
Buy an Airtel prepaid card without having to pay any rentals!
No deposits
Your Airtel prepaid card comes without you having to pay hefty deposits!
STD/ISD facility till the last rupee
Now experience complete freedom like never before with Airtel! Our STD/ISD facility
allows you to make long distance calls in India and Overseas from your cellular phone!
Instant Balance Inquiry
Check your talk-time instantly by calling our toll-free number!
60 second pulse
Airtel provides you with a 60-second pulse rate! Freedom for you to experience like never
before!
Instant Recharge
Avail of instant recharge on your Airtel prepaid card with just a few simple steps!
24-hour recharge facility
With our round-the-clock recharge facility, recharge you Airtel prepaid card anytime,
anywhere!
Caller Line Identification
Call Line Identification gives you the power to know the phone number of the calling
party even before you answer the call, thus giving you the choice to either reject or take
the call. It provides the added advantage of saving the incoming number directly in the
Handset Phone Book. So that the next time you want to call the same person, you don't
need to retype his number, simply use your phone book.
Call Divert: -
Call Hold and Call Wait Avail of special services like call waiting, call hold and call
divert – all with your Airtel prepaid card!
Short Messaging Service (SMS)
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With Airtel’s Short Messaging Service (SMS), send messages and jokes to your friends
and colleagues, anytime anywhere!
SMS based Information Services
With Airtel's SMS based information services, you can get upto-the-minute cricket scores,
order flowers as well as send couriers or check your daily horoscope!
Voice Mail service
Voice Mail lets you receive messages even when your handset is switched off or when
you are outside the coverage area. You can listen to your messages whenever you feel
like, from anywhere in the world. Voice Mail can store up to 15 messages of 1 minute
duration.
POSTPAID ZONE
Experience complete freedom
Airtel welcomes you to a vibrant world of unlimited opportunities. More exciting,
innovative yet simple new ways to communicate, just when you want to, not just through
words but ideas, emotions and feelings. To give you the unlimited freedom to
reach out to your special people in your special way.
As an Airtel Post-paid customer you can enjoy the following facilities –
Easy Billing
Now enjoy the luxury of viewing details of your last 3 billing cycles and the convenience
of paying your Airtel bill online! Experience complete freedom with Airtel!
Call Divert:-
Call Hold and Call Wait
Avail of special services like call waiting, call hold and call divert – all with your Airtel
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postpaid connection!
Short Messaging Service (SMS)
With Airtel's Short Messaging Service (SMS), send unlimited messages and jokes to your
friends and colleagues, anytime anywhere!
Caller Identification
Call Identification gives you the power to know the phone number of the calling party
even before you answer the call, thus giving you the choice to either reject or take the call.
It provides the added advantage of saving the incoming number directly in the Handset
Phone Book. So that the next time you want to call the same person, you don't need to
retype his number, simply use your phone book.
Voice Mail
Voice Mail lets you receive messages even when your handset is switched off or when
you are outside the coverage area. You can listen to your messages whenever you feel
like, from anywhere in the world. Voice Mail can store up to 15 messages, with each
message of one- minute duration.
STD/ISD Facility
Now experience complete freedom like never before with Airtel! Our STD/ISD facility
allows you to make long distance calls in India and Overseas from your cellular phone!
Roaming (National and International)
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Airtel's Roaming service allows you to use your mobile phone to make or receive calls
from almost anywhere in India and abroad! Enjoy roaming within the country as well as
across international destinations!
Note:
The company ‘Bharti Airtel Ltd’ does not pay any interest on security deposit.
OBJECTIVES OF THE STUDY
Title of the Dissertation is the “Measurement of customer satisfaction on Services offered
by Bharti Televentures with respect to Tata Indicom” it is a very broad aspect init self.
Acquiring of the customer is what every Business prime motive is, it is the only thing on
which any Company can make its existence in the market. The existence of the company
is detrained by the total market share the company is holding as compared to its
competitors, which in turn is the total number of the customer the Company is having.
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Fruitful customers are the way of profitability for the Business in future. Telecom sector is
a field in which a direct interaction with the people is a part of the daily work schedule.
Hence a proper systematic and impressive way of handling the customer is required in this
field. Any person who is working in this field need to identify the requirement of the
customer, he/she should be able to read the mind of the person sitting in front should be
able to judge whether the person in front can be our customer or not. Hence a good unique
way of convincing them, making them see things our way and being good enough in
reading the needs and wants of the customer, is what which is required in this dissertation.
As my dissertation is basically acquiring the home potential customer and selling the
product to them so the main idea behind these is that customer can utilize his money more
efficiently and properly without any wastage, So their needs should be provoked and this
way they can be converted into customers for the Pri- Paid plans.
LIMITATIONS
Limitations and the problems in most of the people are not aware about the need and
importance of the better services which the companies are offering. And the limitation
of my dissertation is that the companies are not ready to provide data for the
dissertation because of their privacy policies.
The product may not suit the requirement of the prospect
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Strong competition with other telecom companies
Buying power of the customer
As there are many players present in the market so Bharti Airtelhave to face may
questions from the customers.
Corporate are too busy to lend us their precious time.
Time is being big constraint.
Geographical limitation as INDIA is big place so it difficult to visit all those places.
Financial limitation.
Company’s Distribution channel is not responding properly.
RESEARCH METHODOLOGY
The research approach for this study was conclusive research. Conclusive research are
designed to help executives to choose among various possible alternatives to make a
viable business decision. Further this research was of descriptive type, which is an
offshoot of conclusive research. The problem for this research was non-operating in
nature The data both primary and secondary data, the source was one hundred respondents
for primary data. For the proper analysis of data simple statistical techniques such as
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percentage were use. It helped in making more accurate generalization from the data
available.
DATA COLLECTION
Source of Data for this dissertation secondary only. In reference to the theoretical concept
as well as for information are collected through secondary sources from paper published
material i.e. newspaper, journal and magazine & from printed electronic media i.e. internet
websites.
Objective of Research
The purpose of research is to discover answers to questions through the application of
scientific procedures. The main aim of research is to find out the truth which is hidden and which
has not been discovered as yet. Though each research study has its own specific purpose, Bharti
Airtel may think of research objective as falling into a number of following broad groupings:
To gain familiarity with a phenomenon or to achieve new insight into it.
To test a hypothesis of a causal relationship between variables.
REVIEW OF LITERATURE
CUSTOMER SATISFICTION
It's a well known fact that no business can exist without customers. In the business
of Website design, it's important to work closely with your customers to make sure the site
or system you create for them is as close to their requirements as you can manage.
Because it's critical that you form a close working relationship with your client, customer
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service is of vital importance. What follows are a selection of tips that will make your
clients feel valued, wanted and loved.
Customer Satisfaction in 7 Steps:-
1. Encourage Face-to-Face Dealings
This is the most daunting and downright scary part of interacting with a
customer. It's important to meet your customers face to face at least once or even
twice during the course of a dissertation.
My experience has shown that a client finds it easier to relate to and work with
someone they've actually met in person, rather than a voice on the phone or
someone typing into an email or messenger program. When you do meet them,
be calm, confident and above all, take time to ask them what they need. I believe
that if a potential client spends over half the meeting doing the talking, you're
well on your way to a sale.
2. Respond to Messages Promptly & Keep Your Clients Informed
This goes without saying really. Bharti Airtelall know how annoying it is to wait
days for a response to an email or phone call. It might not always be practical to
deal with all customers' queries within the space of a few hours, but at least email
or call them back and let them know you've received their message and you'll
contact them about it as soon as possible. Even if you're not able to solve a
problem right away, let the customer know you're working on it.
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3. Be Friendly and Approachable
You can hear a smile through the phone. This is very true. It's very important to
be friendly, courteous and to make your clients feel like you're their friend and
you're there to help them out. There will be times when you want to beat your
clients over the head repeatedly with a blunt object - it happens to all of us. It's
vital that you keep a clear head, respond to your clients' wishes as best you can,
and at all times remain polite and courteous.
4. Have a Clearly-Defined Customer Service Policy
This may not be too important when you're just starting out, but a clearly defined
customer service policy is going to save you a lot of time and effort in the long
run. If a customer has a problem, what should they do? If the first option doesn't
work, then what? Should they contact different people for billing and technical
enquiries? If they're not satisfied with any aspect of your customer service, who
should they tell?
There's nothing more annoying for a client than being passed from person to
person, or not knowing who to turn to. Making sure they know exactly what to
do at each stage of their enquiry should be of utmost importance. So make sure
your customer service policy is present on your site -- and anywhere else it may
be useful.
5. Attention to Detail (also known as 'The Little Niceties')
Have you ever received a Happy Birthday email or card from a company you
were a client of? Have you ever had a personalised sign-up confirmation email
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for a service that you could tell was typed from scratch? These little niceties can
be time consuming and aren't always cost effective, but remember to do them.
Even if it's as small as sending a Happy Holidays email to all your customers, it's
something. It shows you care; it shows there are real people on the other end of
that screen or telephone; and most importantly, it makes the customer feel
welcomed, wanted and valued.
6. Anticipate Your Client's Needs & Go Out Of Your Way to Help Them
Out:-
Sometimes this is easier said than done! However, achieving this supreme level
of understanding with your clients will do wonders for your working
relationship.
7. Honour Your Promises
It's possible this is the most important point in this article. The simple message:
when you promise something, deliver. The most common example here is
dissertation delivery dates.
Clients don't like to be disappointed. Sometimes, something may not get done, or
you might miss a deadline through no fault of your own. Dissertations can be
late, technology can fail and sub-contractors don't always deliver on time. In this
case a quick apology and assurance it'll be ready ASAP wouldn't go amiss.
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SUGGESTIONS
1. Newspaper Articles:
There should be articles related with the Telecom Sector in the daily news papers
because almost every educated person comes across it every day. It can help in India
easing the awareness level of the Telecom Sector among the people.
2. Broadcast Media:
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Radio: There should be various programs regarding the Telecom Sector either in
the evening or in the morning because it can serve as a powerful tool to make
awareness. The daily analysis of the Telecom Sector must be broadcasted during
these programs. The information may constitute of the daily prices of various
Telecom, information regarding those Telecom which are generating maximum
cheaper etc.
Television: It is also one of the most powerful tools to spread the messages since
almost all the houses in the world own television.
The awareness programs regarding the Telecom Sector can be broad castled on
various channels. Even this media can help to create awareness very fast as compared
to any other media.
3. Some awareness campaign should be launched to make the people aware of the
Telecom Sector instruments.
REFERENCES
BOOKS:
Kotler, Philip. (1999):’Marketing Management’ Prentice Hall Of India Pvt. Ltd.,
Kothari, C.R (2001):’Research Methodology’, Vishwa Publication.
WEBSITES:
www.Airtel.com
www.Google.com
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GLOSSARY
A
Advertising Paid non-personnel communication with a target market, advertising media include television, radio, news paper, magazines, and direct mail.
AIDA Model an acronym for awareness, interest, desire and action, which represent the psychological steps a customer, goes through on the way toward making a purchase.
Allocating breaking accumulated supplies into smaller units that are easier fir later intermediaries and customers to handle.
Area sample a type of cluster sample in which geographic units are used to define the cluster of the population.
B
Brand A name, term, phrase, design, symbol or any combination of these chosen by an individual or organization to distinguish a product competing products.
Brand extension Assigning an existing brand name to a new product in the same product line.
Brand loyalty the level of commitment that customer feel toward a given brand, as represented by their continuing purchase of that brand.
Brand name the portion of a brand that can be expressed verbally, including letters, words, or members.
Buying power the consumer’s ability to purchase product.
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C
Competition The rivalry among sellers trying to iIndiaease sales, or market share while addressing the same set.
Competitive advertising Advertising that rises to promote specific product features as better than those offered by the competition.
D
Database A computerized system that stores and retrieves a variety of data.
Differentiated marketing A marketing approach that aims specialized products or product lines at target markets, using different marketing mixes for each segment.
Distribution The process of moving products from the producer to the consumer, which may involve several steps ad the participation of multiple companies
Distribution center A private warehouse specialty designed to provide the fast transfer of goods from suppliers to retailers or final customers
Distributor A general term usually applied in organizational markets to intermediaries that perform the equivalent function of both wholesalers and retailers.
E
Environmental Analysis The interpretation o data generated in environmental scanning
F
Feedback Communication from the audience back to the sources
Franchise A business entity licensed to use the trademarks, operations and other attributes of a business.
Frequency marketing programs that reward customers for repeat purchase of specific goods and services.
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H
Hypothesis The marketer’s untested assumption about the probable solution to the marketing problem.
I
Independent retailers Retailers that are not part of large retail organization, but are owned by one person, two or more partners or a family.
Intensive Distribution A channel strategy that seeks to make products available in as many appropriate places as possible.
Internal marketing marketing to employees with the ultimate goal of improving customer satisfaction.
L
Logo A Unique symbol that represents a specific firm or a brand name written in a distinctive type style.
M
Market the customer and potential customer who want or need a product and who are willing and able to exchange something for it
Market segmentation A way of dividing a large market into smaller groupings of consumers of organizational in which each subset has a common characteristic.
Market shares An organization’s portion of the total sales in a given market, expressed as a percentage.
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Marketing the process o developing and exchanging ideas, goods and services that satisfy customers, using the principles o pricing, promotion ,and distribution.
Marketing channel A system designed to move gods and services from producers to customers, which consist of people and organization supported by various facilities, equipment, and information resources.
Marketing Database A computerizes system to store and retrieve data as needed by marketers.
Marketing mix the four key elements of marketing strategy; product, promotion, distribution, and price.
P
Population The universe of people, place, or things to be investigated in a specific research study.
Primary data Data that is gathered directly from the subjects or through on-site research for specific marketing research program.
Product A good, services or idea for which customers will exchange money or something else of value; a product is bundle of features and benefits designed t meet needs of target customer.
Promotion A verity f techniques, including advertising, sales, promotion, public relation, and personal willing, that are used to communicate with the program
Psychological influences Characteristics within the individual that influence consumer behavior.
Pull strategy A promotional strategy that primarily builds demand with the final customer to request the product from the marketing channel; the opposite of push strategy
Push strategy A promotional strategy that relies primarily on pushing products through each stage of the marketing channel from producer to wholesaler to retailer to customer; push strategy can also be pushed in direct channels, with sales people presenting products to customer.
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R
Retailers Intermediaries that sell to final customer; they purchase goods from wholesaler or in some cases, directly from producers.
S
Sample A portion of population that represents the whole in a research study.
Sampling error A measure of the discrepancy between the result of surveying a sample and the expected results of conducting a census of the entire population.
Simple random sample A probability sample in which all the members of the population have an equal probability of being picked for survey.
Source The person r organization that originates and encode a message.
Survey A method of gathering data directly from consumers via a questionnaire.
T
Target Market The market you’ve selected is the focus of your marketing program; it covers the potential costumers you think are most likely to need or want your product.
W
Wheel of retailing A theory that divides the cyclical patterns in retail evolution into three stages: innovation, trading up and vulnerability.
Wholesalers Intermediaries that perform a variety of marketing channel functions to move goods and services through the channel to retailers and organizational customers.
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