ADISSERTATION REPORT

ON

“CUSTOMER SATISFICTION ON SERVICES OFFERED BY BHARTI TELEVENTURES WITH RESPECT TO AIRTEL”

Submitted ByRAHUL RAKSHITEN.No.209229

A1

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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