Unit 1: Marketing Management: Learning Outcome # 1

Important Notes to the EMPLOYEE:

1. This Training Module is of Basic Level and explores different basic aspects of Marketing.
2. Please consult books like Kotler On Marketing by Philip Kotler ,Marketing by Lamb, Hair, Sharma and Mc Daniel ,Marketing, B2B Digital
Marketing b y Micheal Miller.
3. Regarding any doubt or query please consult the instructor and various other online resources (marked in below each article)
4. Please take the tests provided at the end of each module to have an elaborate understanding as to where you stand in understanding these
concepts
5. All the concepts and references provided in this manual is only for guidance and providing an employee with a deeper view on various
nuances of the subject so as to optimize efficiency of the employee and at the same time through collated improvement provide tangible
improvement in the Organisational Performance.
6. Which concept to use at which point of time in perusal of work requires proper understanding and experience . Hence , All readers are
requested to read the manual in depth and re read the same after a gap of 3 months or more to remember them and interpret them again and
again after on job trials too.
Content and Visual Description:

The text in light yellow is notes to the Employee. Please read notes at each instance.
The notes to graphics and tech are instructions for the graphics and technical teams. They will not appear on screen. This text gives the
description about the treatment used for a screen and the images and animations to be used. They will be in gray.
Post Test Evaluation :
No Learning can be said to be Complete without proper evaluation of the same through both practical and Theoretical Tests. Theoretical Tests provide a
peek into the cognitive efficiency of the learner but may not provide an accurate picture of future implementation of the same which can lead to
organisational and work efficiency improvement but it does provide a reflection of the hardwork , concentration and interest put in by the employee to
learn the given module and it also provides a progress report to the trainer and the employee himself about their efforts and learnability respectively.
How to interpret Results:

Overall % of Questions Correct

>90%
>60% & <90%

Level of Proficiency exhibited by Employee

High
Medium

<60%

Low

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Notes to the Trainer

Some Concepts might not be clear to the
employee . Need to re teach the areas in which
employee has got wrong answers..
Need to re teach the entire Unit

Unit 1: Marketing Management: Learning Outcome # 1

Title

Marketing: Introduction

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Content

1
Introduction (Word limit: 10)
Introduction/Static Screen
As per Phillip Kotler , Organization;s marketing task is to determine the needs , wants and interests of target markets
and to achieve the desired result more effectively and efficiently than competitors , in a way that preserves or enhances
the consumers or societys well being
Marketing is a set of activities and processes for creating , communicating , delivering and exchanging offerings that have
value for customers , clients , partners and society at large.
Marketing in general has two major facets :
1. It is a philosophy , an attitude a perspective or a management orientation that stresses customer satisfaction
2. It is a organisation function and set of processes used to implement this philosophy
If we further classify the first facet then it leads to understanding the requirements for a manager to be a marketing
manager. It stresses on innovation , attitude and mindset of selling items or being able to convince others to sell or cross
sell a product, being able to understand marketing dynamics and being able to customise the product and process of
selling accordingly.
If we further classify the second facet then it leads to understanding of processes which include communication , pricing
strategy, product delivery strategy (when and where product is to be delivered in which mode), building long term
relationships,
Desired Outcome of Marketing is an exchange. People giving up something in order to receive something they would
rather have. Normally we think money as medium of exchange . We give up money to get the goods and services we
want.
Fundamental conditions for exchange are :
1. There must be atleast two parties
2. Each party has something that might be of value to the other party
3. Each party is capable of communication and delivery
4. Each party is free to accept or reject the exchange offer
5. Each Party believes it is appropriate or desirable to deal with the other party

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Unit 1: Marketing Management: Learning Outcome # 1

It is these 5 principles of Exchange which forms the fundamental condition for marketing target segment identification ,
marketing scope identification and also customer band width expansion.

A Marketing strategy is drawn from market research and focus on the right product mix inorder to achieve maximum
profit potential and sustain the business.
Marketing as a branch of study as taught in Various MBA courses and also in sales force tutorials usually stresses on the
development of key Basic Knowledge in the following areas to exploit marketing strategies to the fullest :
1.Corporate Finance Ratios dealing to Marketing
2.Strategic Management in Marketing
3. Financial Accounting Basics regarding Marketing and KPIs
4. Economics Basics
5. E business and E commerce
6. Marketing of Services
7.Integrated Marketing Communication
8 .Business Ethics.
In this module we will try to explore upto a moderate extent all these 8 sub topics apart from Marketing Channels , Pricing
strategies , Marketing strategies , Buying Behaviour Segmentation and Research Methodologies for conducting
marketing surveys.
Note to Employee

Elaborate examples of the above can be easily obtained in Wikipedia,Marketing by Lamb

Note to Graphics
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There should be a colourful next button to move between screens from the user perspective
Display introduction in first screen and then Content in 2 screens one by one with next button to join them

Title

Marketing: Strategies

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Different Markets & Activities of Marketing (Word limit: 10)
Introduction/Static Screen

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Unit 1: Marketing Management: Learning Outcome # 1

Content

The term Market refers to a place where buyers and sellers gather to enter into a transactions involving goods and
services.
The most commonly known Markets are :
1) Product Market ( Eg Cotton Market , Gold or share Market)
2) Geographic Market ( Eg National and International Market)
3) Buyer Market ( Eg Consumer Market and Industrial Market)
4) Goods Market ( Retail Market or Whole Sale Market)
To move goods and services from producers to Consumers , Number of activities are done , they are :
a) Product Designing or merchandising
b) Packaging
c) Warehousing
d) Transportation
e) Branding
f) Selling
g) Advertising
h) Pricing
Out of the above Merchandising , selling and shopping come under Marketing.
Important Features of Marketing are :
1. Careful Analysis of Need and Wants of People
2. Creating a Market Offering ( It is like defining a package which includes size ,quality ,taste ,price etc)
3. Customer Value ( Whether all Consumer Needs are being met or not)
4. Exchange Mechanism ( Exchanging the product being sold inexchange of Money)
Overall Marketing Management can be classified as :
1.Choosing a Target Market
2. Inrespect of the Target Market focus on keeping as well as growing customers
3.Create superior values so that the same can be communicated to prospective buyers
These above stated objectives of the Marketing Management can be further broken down into the following way:
1. Gathering and Analysing Market Information :. During Analysis usually SWOT model of analysis is used after
the data collection from the market. Data Collection from market is usually done via surveys , interviews and
Observation Method.
2. Marketing Planning : Developing a calendar of activities as to when and where the new market development
activities will be done or focussed. This essentially needs to be spaced out and planned strategically so that
cannibalisation of its own other products is avoided and at the same time entire sample can be periodically
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Unit 1: Marketing Management: Learning Outcome # 1

attracted to buy the product.

3. Product Designing and Development: Usually Market Information forms the input to this phase. Good Design
can improve performance of the product and its attractiveness has to be appealing to the target set of customers.
4. Standardisation and Grading: Producing products within the limits expected by buyer. Grading of goods as per
quality helps in ascertaining that good quality goods get maximum prices
5. Packaging and labelling : It provides not just protection to the product but also serves as a brand symbol.
6. Customer Support Services: Includes after sales services , handling customer complaints and adjustments.
They are aimed at providing maximum customer satisfaction . They go a long way ahead to ensure repeat
services from the customer.
7. Pricing of Products: Generally, pricing is done on the basis of economic direction provided by the supply and
demand curves of economics. Low prices often lead to high demand and vice versa.There are several crucial
decisions regarding pricing of products which are:
a)Pricing Objective
b)Pricing Strategy
c)Competitor Pricing
d)Quality of Product and its importance in Target segment of consumers
8. Promotion of Products: It requires its own budget . It involves advertisements, personal selling etc.
9. Managing Distribution Channels: One of the critical part of marketing decisions is the Decision to choose
channel of distribution and physical transport of goods from place of production to place of use.Maintaining
inventory levels is also a important part of this decision making.
10. Transportation : Marketing Dept needs to analyse on the basis of nature of product ,cost and location of target
market
11. Branding: it includes decision of whether to sell the product on generic name (eg fan, towel etc) or as a form of
brand name ( eg. Pollar fan) It helps in creating product differentiation which inturn helps in securing customer
loyalty and increased sales.
12. Storage and Warehousing : Many products have irregular demand so balancing production , inventory and
warehousing is a very important function

Note to Employee

Elaborate examples of the above can be obtained from online resources and Lambs Marketing book.

Note to Graphics
Note to Tech

There should be a colourful next button to move between screens from the user perspective
Display the content in 2 separate pages

Title

Marketing: Strategies

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Marketing Mix (Word limit: 10)
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Unit 1: Marketing Management: Learning Outcome # 1

Template
Content

Introduction/Static Screen
Marketing Mix consists of various variables. Most of it can be clearly classified in the form of 4 P.
4Ps are
a)Product (Goods or services which is offered in market for exchange)
b)Price (Amount of Price that customer has to pay to obtain the product)
c)Place (Includes activities which make customer products available to the target customers. Important decision areas
here include selection of dealers, providing support to the intermediaries)
d)Promotion (Activities that communicate merits, availability , features to the target customer and persuade them to buy.)
However , with time there has now been a shift from 4p model to the 7p model . The extra 3ps in this model are :
e) People:Any person who comes into contact with customers can have an implication on overall satisfaction. People are
very important because in the eyes of a customer they are generally inseparable from total service.So well trained and
motivated employees a great say on overall satisfaction of the customers.
f)Process: Process of providing service , the behaviour of people is crucial to providing customer satisfaction.
g) Physical Evidence:A service cannot be experienced before it is delivered which makes it intangible. Hence case
studies, testimonials and demonstrations are handy to make customers comfortable to use service in first place.
Currently , 4Ps are gradually being replaced by a new terminology called New 4Ps . These are :
1) Participation:This allows customer to participate in what the brand should stand for , what should be the product
direction ,even which ads to run.
2) Peer to Peer:This refers to customer networks and communities where advocacy happens.P2P is now referred
as social computing and is likely to be the most disruptive force in the future of marketing.The historical problem
of marketing it is interruptive in nature trying to impose a brand on the customer.
3) Personalisation: It refers to customization of products through the use of internet.
4) Predictive Modeling: This refers to algorithm that are being successfully applied in marketing problems (both
regression as well as classification problem)

Note to Employee

Elaborate examples of the above can be obtained in Phillip Kotlers Book on Markerting.

Note to Graphics
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There should be a colourful next button to move between screens from the user perspective

Title

Marketing: Strategies

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Customer Expectations and Classification of Products (Word limit: 10)

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Template
Content

Introduction/Static Screen
Customers seek to derive one or more of the following benefits through purchase of a product :
1) Functional Benefit
2) Psychological Benefit
3) Social Benefit
Eg : Purchase of a motor cycle provides functional utility of transportation , but at the same time it satisfies the need for
prestige and esteem and provides social benefit by the way of acceptance from a group by riding a motor bike . Thus all
aspects need to be considered while planning for a product .
Broad Classification of products can be :
1. Consumer Products (used for personal needs and desires)
2. Industrial Products (used as inputs in producing other products)
Consumer Products
Products which are purchased by the ultimate consumer or users for satisfying their personal needs and desires are
referred to as consumer products. For eg. Edible oil , eatables , textiles , toothpaste, fans etc .
Consumer products can be further classified on basis of two factors :
a. Extent of Shopping effort involved
b. Durability of the product
Now if we further classify the products on the basis of Extent of Shopping effort involved then it can be :
A)Convenience Product : (frequently purchased, immediately and with least time and efforts. Eg icecream, medicine
etc. These product have small unit of purchase and low prices and have mostly standardised price . They are always in
continuous demand and available mostly at all locations)
B)Shopping Product(buyers devote considerable time to compare quality ,suitability before purchase. Eg clothes,shoes,
jewellery etc. These are durable in nature ,unit price and profit margin is usually high. Retailers play a big role in these
purchases as there is a degree of impulse buying involved)
C)Speciality Product(buyers devote high amout of time in their purchase owing to their special features .Eg collection of
art items or antiques .Demand of these goods is inelastic i.e. even if price is increased the demand doesnot come
down.Demand is however limited at relatively smaller segment of people , unit price is high and products available at very
few places)
Industrial Products
Industrial Products on the other hand are used as inputs in producing other products. The examples of such products are
raw materials , engines , lubricants , machines tools etc. Market for such goods consists of manufacturers , transport
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agencies, banks and insurance companies , mining companies and public utilities
Important characterestics of Industrial Products are :
1)Number of Buyers : Number of buyers of industrial products are limited. Eg Sugarcane is purchased by few producers
of sugar , but sugar which is a consumer product is purchased by crores of people in our country.
2)Channel Levels :Because limited number of buyers so sale of industrial products is generally made with help of shorter
channels of distribution ie. Direct selling or one level channel
3)Geographic Concentration: Because of location of industries at certain points or regions , industrial markets are
highly concentrated Eg. Demand for power loom comes from Bombay etc
4)Derived Demand: Demand for industrial products is derived from demand of related consumer products. Eg demand
for leather will be derived from demand for shoes etc
5)Role of Technical Consideration: Specifications are very important as they are to be later used for production of
specific items with pre decided specific measurements
6) Reciprocal Buying: Some big companies from basic industries resort to this practice in which one company buys
some products from second company which in turn buys some other product from the first company. Eg Leyland may buy
tyres and tubes from MRF and MRF in turn may buy Leylands trucks.
7)Leasing Out: A growing trend in industrial product market is to lease than to purchase owing to high prices
Different classification of Industrial goods are :
1. Materials and parts (Eg farm products like cotton)
2. Capital Items (Goods used for production like hand tools , Computers,Machines etc)
3. Supplies and Business Services. (Short lasting goods which facilitate developing or managing finished
products )

Meaning

Meaning

Product Item
Various varieties offered
within the product line which
are similar in one way or the
other .
Product Mix Length
Total Number of Items in
Product Mix

Example:

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Product Mix
Is made of all product lines
and items. It includes total
number of varieties or
models offered by the
company.
Product Mix Width
Total Number of Product
Lines a company carries

Product Line Depth

Number of varieties in forms
of sizes, colors and models
offered by firm in each
product line
Product Mix Consistency
Degree to which different
product lines are related in
one or other ways..

Unit 1: Marketing Management: Learning Outcome # 1

No
1
2
3
4
5

Name of Product
Line
A
B
C
D
E

Product Items

Total Items in Each Line

A1,A2,A3,A4,A5,A6,A7
B1,B2,B3,B4
C1,C2,C3,C4,C5,C6,C7,C8
D1,D2,D3,D4,D5,D6
E1,E2,E3,E4,E5
TOTAL

7
4
8
6
5
30

Number of Product Lines :5

Number of Product Items:30
Product Mix Length : 30
Product Mix Width:5
Product Mix Depth :30/5=6

Note to Employee

Elaborate examples of the above sub classifications is included in the book Marketing by Lamb

Note to Graphics
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There should be a colourful next button to move between screens from the user perspective

Title

Marketing: Strategies

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Marketing and Distribution Channels (Word limit: 10)
Introduction/Static Screen
Channels of Distribution are set of firms and individuals that take title or assist in transferring title to particular goods or
services as it moves from producers to consumers.
Selection of Proper channel is important as :
1. Channels bring economy of effort (Eg. Say you have to buy Sugar and Bulb . You walk into General Merchants
shop and buy both. Incase the General Merchant was not there then you would have had to buy directly from
manufacturer! )
2. Bring Efficiency in Distribution including transportation, storage and negotiation.

PRODUCER

WHOLE SALER

RETAILER

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CONSUMER

Unit 1: Marketing Management: Learning Outcome # 1

Important functions of Distribution Channels are :

a) Sorting : Middlemen procure supplies of goods from variety of sources ( not of same quality , nature and size).
Eg. A whole saler of cashew nuts may procure a large quantity from different cashew nut producing areas .
He/She then sorts them as per size or quality.
b) Accumulation (Stocking of goods in large homogeneous stocks)
c) Allocation (Breaking homogeneous stocks into smaller quantities. Eg Making packets of 1 kg , 500 gm and 250
gm for sell to different types of buyers)
d) Assorting: Middlemen build assortment of products for sales. Eg. A cricket player needs bat, ball , gloves ,
shoes etc. No one manufacturer produces all so the middlemen procure goods from different companies and
deliver them in combinations
e) Product Promotion: Middlemen provide special displays to promote sale of certain products
f) Negotiation: Middlemen get into deals with manufacturers and customers both .The negotiate price ,quality etc.
g) Risk Taking: Middlemen too take risk on accounts of price and demand fluctuations, spoilage and destruction
etc
Different Distribution Channels are :
1. Direct Channel (Directly sold by manufacturer to customer by its own retail outlets Eg. Bata)
2. Indirect Channel (Using one or more intermediary to move goods from point of production to point of
consumption )

Indirect Channel can be further broken down into the following :

a)One level Channel ( Manufacturer -Retailer -Consumer): Eg. Maruti Udhyog which sells its cars through
company approved retailers
b)Two Level Channel (Manufacturer- whole saler-Retailer Consumer): For coverage of large areas and
population often this model is used by consumer goods like soaps, oil etc
c)Three Level Channel( Manufacturer- agent- whole saler- Retailer-Consumer): Manufacturers carries a limited
product line and has to cover a wide market . In each area a agent is appointed , who in turn contact the whole
salers.
Factors determining choice of channels :
1.Product related factors : Industrial products are technical in nature and hence require short channels. For
consumer products longer channels are preferred.
2.Company Characteristics: It involves financial strength , degree of control required on members of the channels.
Direct selling requires lot of funds to set up own retail outlets in different parts of the target market .For greater control
short channels are used.
3.Competitive Factors: For goods like cosmetic etc if competitor has chosen retail stores , it may be better to go for
door to door etc . However , if say for goods like hair oil etc if competitor has chosen chemist shop , most players
would choose the same channel.
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4.Market Factors: It includes size of market , geographic concentration of buyers etc. If number of buyers is small
then short channels are better. If buyers are concentrated in one place then short channel is better.
5. Environment Factors: Eg legal constraints and economic condition of economy In depressed economy short
channels are used

Note to Employee

Elaborate examples of the above sub classifications is included in Wikipedia and Marketing by Lamb.

Note to Graphics
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There should be a colourful next button to move between screens from the user perspective

Title

Marketing: Strategies

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Marketing Strategies (Word limit: 10)
Introduction/Static Screen
Most common Marketing Strategies which firms use these days are:
1.Partner with allies:
Marketing partnerships have a number of benefits to push a marketing campaign.
Adv: Marketing Partnership are cheaper to create , expose your brand to new audience.
Eg: prior to being acquired by eBay, Half.com worked the town of Halfway, Oregon, to change its name to Half.com in
exchange for stock, Internet access, and other giveaways. The tactic gained a lot of attention for the textbook rental
company.
2 Focus on User Generated Content
Adv: Save time in content creation and also greater PR
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Eg: You can achieve this by having customers share personal stories (Estee Lauder's international breast cancer
action campaign), exchange ideas (Salesforce's Idea Exchange), and by giving them the tools to make an ad for you
(Nissan's VersaVid campaign that was shared on Instagram and Vine) or through humor (Doritos Roulette bags).
3. Collaborate with influencers
Adv: New audience is gained and brand awareness is improved
Eg: Home improvement store Lowe's allowed "top designers and mom bloggers to take over its Instagram account for a
few days at a time." By allowing these influencers to share inspirational content, Lowe's was able to tap into a
new audience.
4. Help Customer Solve a Problem
Some of the ways you can help customers solve a problem is by:
a)creating how-to-content;
b)offering exclusives that make their lives easier;
c) listening/responding to them; or
d) creating apps/tools.
Adv: Increasing Repeat Customers and greater PR
Eg: Orca Chevrolet did one such thing in Brazil. The company partnered with a local tow company and rescued stranded
drivers by arriving in the new Orca. Not only did Chevy save the day, it also gave drivers a chance to test drive the
car.
5.Let Customers interact
No matter the product or service you're offering, your customers want to interact with your company, or at least other
customers
Adv: good consumer Branding and good PR
Eg: AMC, created an online tool that allowed you to Mad Man Yourself. American Express connects small-business
owners to each other and helpful resources through its OPEN Forum.
6.Experiment with New Channels and platforms
Adv: Good PR and Brand Awareness and also net sales improvement
Eg: Clare McDermott, editor of Chief Content Officer magazine and owner of SoloPortfolio, points out on the Content
Marketing Institute, the Four Seasons introduced the Pin.Pack.Go program on Pinterest. This was an industry-first
campaign that allowed guests to co-curate a customer travel itinerary through a Pinterest board.
7.Empathy , Focus and Impute

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Adv: Brand Differentiation is improved

Eg :Apple's now-iconic strategy involved empathy, focus, and impute when they used silhouettes of people enjoying the
iPod. It may not have been the best MP3 player, but it created brand recognition that helped dominate the mark
8.Humourous Campaign
Adv: Creates a Brand Differentiation and helps in PR establishing
Eg: Biggest example in this is probably that many did not hear of Dollar Shave Club until the company released that
humorous YouTube video. The company continues to have its way with the shaving industry. Taco Bell and Old
Spice are other examples of companies who are having fun with their marketing campaigns. Even campaigns you
wouldn't expect are getting in on the action. Caterpillar launched its "Built for It"campaign by having five Cat
construction machines playing a giant game of Jenga
.
9.Get employees involved
Employees are always the biggest champions and brand advocates.
Adv: Brand awareness and good PR
Eg: Caterpillar's Built for It campaign. The videos tapped into the allegiance of the brand, which motivated them to share
the videos with friends and family.
10. Being a little weird
Adv : Brand Differentiation
Eg:One doesn't always have to play it safe. Sometimes it is best to think out of the box and get a little weird. For example,
to help launch the new radio station FM 96.3 in Glasgow, Scotland, the station placed empty guitar racks throughout
the city. The hook? Each rack had a sign that read: "Free Air Guitar. Take One." It was unique and matched the
brand perfectly -- who hasn't played a little air guitar when listening to the radio?
11. Don't forget about existing customers.
Adv: Good PR and Repeat customers
Eg :I know it is important to obtain new customers if you want your business to grow. But don't forget about the customers
you already have. As Belle Beth Cooper notes on the Buffer Blog, you could use the "upside-down funnel" approach.
This could include making customers feel like they're part of an exclusive club, giving them something extra, and
making them feel like VIPs.
12. Use big data to target customers.
Adv: Good PR and Brand Advertising
Big data is now helping retailerstarget specific customers. Red Roof Inn uses cancelled flight information to send
messages to stranded travelers. A pizza chain uses data to send out coupons to customers who are experiencing
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bad weather or power outages. In short, big data can be used to predict purchasing trends. With this information, you
can get in touch with consumers before they search for your products or services.
13. Venture into the concrete jungle.
Adv: Greater Consumer Base to tap into
Eg: You can still do a little offline marketing to create a buzz surrounding your product or service. For example, you could
hire an artist to paint a mural (with permission, of course). You could also go the route ofCiti Bike. Having bicyclists
riding around with your logo or name is a clever way to grab attention. Another great example was when the
Copenhagen Zoo shrink-wrapped city buses so that it appeared that they were squeezed by a giant boa constrictor.
14. Tap into nostalgia.
Adv: Good PR
Eg :Entrepreneur shared an interesting discovery from the Journal of Consumer Research. The study found "that people
who were asked to think about the past were willing to pay more for products than those who were asked to think
about new or future memories; another experiment showed an increased willingness to give more money to others
after recalling a nostalgic event. " Maybe that's why brands like Coca-Cola, Calvin Klein, and Internet Explorer have
launched campaigns that take Millennials back to the 90s.
15. Tell a cross-media story.
Adv: Good PR and Reach New Customers
Eg :Storytelling is one of the most effective methods in marketing. But how do you modernize it? Axe's "Susan Glenn "is
a perfect example of a modern story that was shared across various media platforms. If you don't recall, Axe tapped
into the memories of the girl who got away. Instead of just repacking the content, the story was told differently on
different channels. There was also a 60-second film, interactive billboard at Times Square, and unbranded memes.
Note: Adv means Advantage.You can search in details about various marketing strategies in Wikipedia and also across
various websites
Note to Employee

Elaborate examples of the above sub classifications is included in the Wikipedia and various other online resources

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Title

Marketing: Different Types of Branding

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Branding (Word limit: 10)
Introduction/Static Screen

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Content

Before going into details of different types of Branding , one essential part needs to be clear to the Employee i.e. There is
a world of difference between Marketing and Branding. Marketing is actively promoting a product or service. It is a PUSH
Tactic . Marketing is more like saying Buy Our Product because it is better than X s while Branding is a PULL thing.
IT says This is what I am. This is why I exist, If you agree, if you like me you can buy me. Recommend me to your
friends
Different types of Branding Are:
1.Employer Branding Focusing on employees to understand the vision, mission, goals, products, and services of the
company. It is designed to educate employees in order for them to uphold the corporate brand to their customers. (While
employer branding may be required and essential to a competitive business, it neither aligns an employees goals and
values with a companys, nor does it apparently help in retaining employees as indicated by the continuing efforts to
reduce turnover.)
2.Cause Branding Attempting to attract customers by associating the company with a cause or purpose that potential
customers would find beneficial to their personal goals or in line with their values. This might be a percentage contribution
of company sales to charitable organizations or donations to nature and wildlife preservation councils.
3.Co-Branding Becoming more familiar to the consumer all the time. These include, for example, mini-marts attached
to gas stations, banking facilities within grocery stores, and Laundromats attached to anything from bowling alleys to
family entertainment centers. This branding falls in the one-stop shopping category.
4.Spirit Branding Hit the consumer market big time by selling soft drinks with the slogan of Id like to teach the world to
sing . . . . Its that get a good feeling from using our product approach. The world looks brighter and things just go better
when you start your morning off with our product.
5.Community Branding Showing the collective good a company can do for the community in which it and its
employees reside. This branding can include company and employee outreach programs to help the needy, support the
elderly, contribute to public education, or provide emergency relief and jobs for the unemployed. Its a promise to the
people in the community that this company will be a beneficial partner to them.
6.Culture branding Another method of branding, branding to employees may be something new to consider in waging
war against sagging morale and high employee turnover. Culture branding is making promises to employees concerning
their working environment and relationship to their leaders and managers. In this case, promises are different from
guarantees and opportunities in that they are offered free of encumbrances other than taking advantage of them through
either purchase and use or employment agreement.
7.Corporate Branding Making the promise of quality products, service, and delivery to customers. The intent is to
attract new customers and create loyalty in past customers. Corporate branding is nothing new; its been around as long
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as competition between businesses has existed.

Note to Employee

Elaborate examples of the above sub classifications is included in the Wikipedia and other online resources

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Brand : the End product of Branding (Word limit: 10)
Introduction/Static Screen
To understand the different types of Brand is essential to understand what Branding as a Strategy can provide. At the
same time one needs to understand the essence of choosing channels and mediums for Branding to add up to find
success in this strategy.
1. Personal brand Otherwise known as individual brand. The brand a person builds around themselves, normally
to enhance their career opportunities. Often associated with how people portray and market themselves via
media. The jurys out on whether this should be called a form of brand because whilst it may be a way to add
value, it often lacks a business model to commercialize the strategy.
2. Product brand Elevating the perceptions of commodities/goods so that they are associated with ideas and
emotions that exceed functional capability. Consumer packaged goods brands (CPG), otherwise known as fast
moving consumer goods brands (FMCG), are a specific application.
3. Service brand Similar to product brands, but involves adding perceived value to services. More difficult in
some ways than developing a product brand, because the offering itself is less tangible. Useful in areas like
professional services. Enables marketers to avoid competing skill vs skill (which is hard to prove and often
devolves to a price argument) by associating their brand with emotions. New online models, such as subscription
brands, where people pay small amounts for ongoing access to products/services, are rapidly changing the
loyalty and technology expectations for both product and service brands for example, increasingly products
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come with apps that are integral to the experience and the perceived value.
4.

Corporate brand Otherwise known as the organizational brand. David Aaker puts it very well: The corporate
brand defines the firm that will deliver and stand behind the offering that the customer will buy and use. The
reassurance that provides for customers comes from the fact that a corporate brand will potentially have a rich
heritage, assets and capabilities, people, values and priorities, a local or global frame of reference, citizenship
programs, and a performance record.

5. Investor brand Normally applied to publicly listed brands and to the investor relations function. Positions the
listed entity as an investment and as a performance stock, blending financials and strategy with aspects such as
value proposition, purpose and, increasingly, wider reputation via CSR. As Mike Tisdall will tell you, done well, a
strong investor brand delivers share price resilience and an informed understanding of value.
6. NGO (Non Governmental Organization) or Non Profit brand An area of transition, as the sector shifts gear
looking for value models beyond just fundraising to drive social missions. Not accepted by some in the non profit
community because its seen as selling out. Necessary in my view because of the sheer volume of competition
for the philanthropic dollar
7.

Public brand Otherwise known as government branding. Contentious. Many, would argue that you cant brand
something that doesnt have consumer choice and a competitive model attached to it. Thats not to say that you
cant use the disciplines and methodologies of brand strategy to add to stakeholders understanding and trust of
government entities. Thats why I talk about the need for public entities to develop trustmarks rather than brands.
Jill Caldwell takes this idea of how we consider and discuss infrastructure further and says we now have privatesector brands that are so much a part of our lives that we assume their presence in much the same way as we
assume public services. Caldwell refers to brands like Google and Facebook as embedded brands.

8. Activist brand Also known as a purpose brand. The brand is synonymous with a cause or purpose to the point
where that alignment defines its distinctiveness in the minds of consumers. Classic examples: Body Shop, which
has been heavily defined by its anti-animal-cruelty stance; and Benetton, which confronts bigotry and global
issues with a vehemence that has made it both hated and admired.
9. Place brand Also known as destination or city brands. This is the brand that a region or city builds around itself
in order to associate its location with ideas rather than facilities. Often used to attract tourists, investors,
businesses and residents. Recognizes that these groups all have significant choices as to where they choose to
locate. A critical success factor is getting both citizens and service providers on board, since they in effect
become responsible for the experiences delivered. Most famous example is probably What happens in Vegas
stays in Vegas.Simon Anholt is a pioneer in this area.
10. Ethical brand Used in two ways. The first is as a description of how brands work, specifically the practices
they use and the commitments they demonstrate in areas such as worker safety, CSR and more i.e. a brand is
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ethical or it is not?. Secondly, denotes the quality marques that consumers look for in terms of reassurance that
the brands they choose are responsible. Perhaps the most successful and well known example of such a brand
is Fairtrade. These types of ethical brands are often run by NGOs e.g. WWFs Global Forest and Trade
Network
11. .Celebrity brand How the famous commercialize their high profile using combinations of social media delivered
content, appearances, products and gossip/notoriety to retain interest and followers. The business model for this
has evolved from appearances in ads and now takes a range of forms: licensing; endorsements; brand
ambassador roles; and increasingly brand association through placement (think red carpet).
12. Ingredient brand The component brand that adds to the value of another brand because of what it brings. Well
known examples include Intel, Gore-Tex and Teflon. Compared with OEM offerings in manufacturing, where
componentry is white label and simply forms part of the supply chain, ingredient brands are the featured
elements that add to the overall value proposition. A key reason for this is that they market themselves to
consumers as elements to look for and consider when purchasing.Increased fragmentation in the manufacturing
sector, lack of space as devices shrink, stronger need for integration and lack of interest amongst consumers in
what goes into what they buy.
13. Global brand The behemoths. These brands are easily recognized and widely dispersed. They epitomize
household names. Their business model is based on familiarity, availability and stability although the
consistency that once characterized their offerings, and ruled their operating models, is increasingly under threat
as they find themselves making changes, subtle and otherwise, to meet the cultural tastes and expectations of
people in different regions.
14. Challenger brand The change makers, the brands that are determined to upset the dominant player. While
these brands tend to face off against the incumbents and to do so in specific markets, Being a challenger is not
about a state of market; being number two or three or four doesnt in itself make you a challenger, says Adam
Morgan of Eat Big Fish. It is a brand, and a group of people behind that brand, whose business ambitions
exceed its conventional marketing resources, and needs to change the category decision making criteria in its
favor to close the implications of that gap.
15. Generic brand The brand you become when you lose distinctiveness. Takes three forms. The first is specific to
healthcare and alludes to those brands that have fallen out of patent protection and now face competition from a
raft of same-ingredient imitators known as generics. The second form of generic brand is the brand where the
name has become ubiquitous and in so doing has passed into common language as a verb Google, Xerox,
Sellotape. The third form is the unbranded, unlabelled product that has a functional description for a name but no
brand value at all. This last form is the ultimate in commoditization.
16. Luxury brand Prestige brands that deliver social status and endorsement to the consumer. Luxury brands
must negotiate the fine line between exclusivity and reality. They do this through quality, association and story.
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These brands have perfected the delivery of image and aspiration to their markets, yet they remain vulnerable to
shifts in perception and consumer confidence and they are under increasing pressure from affordable luxury
brands. Coach for example struggled with revenues in 2014 because of declining sales growth in China and
Japan, two of the worlds key luxury markets.
17. Cult brand The brands that revolve around communities of fierce advocates. Like the challenger brands, these
brands often pick fights with enemies that can range from other companies to ideas, but pure-play cult brands
take their cues from their own passions and obsessions rather than the market or their rivals. They tend to have
followers rather than customers, set the rules and ask people to comply and, if they market at all, do so in ways
where people come to them rather than the other way around.
18. Clean slate brand The pop-ups of brand. Fast moving, unproven, even unknown brands that dont rely on the
heritage and history that are so much a part of mainstream brand strategy. These brands feed consumers wish
for the new and the timely.
19. Private brand Otherwise known as private label. Traditionally, these are value-based, OEM-sourced retail
offerings that seek to under-cut the asking price of name brands. They focus on price. There is significant
potential though in my view for these brands to become more valuable and to play a more significant role at the
affordable premium end of the market. For that to happen, private brands will need to broaden their appeal and
loyalty through a wider range of consideration factors.
20. Employer brand The ability of a company to attract high quality staff in much-touted competitive markets.
Often tied to an Employee Value Proposition. Focuses on the recruiting process though it is sometimes expanded
to include the development of a healthy and productive culture. Sadly, given the process obsession of too many
HR staff and the lack of interest from a lot of marketing people to venture into people-issues, this tends to be a
brand in name rather than a brand by nature. Great potential but, given the very low satisfaction rates across
corporate cultures globally, a lot more work is needed to realize the full potential of this idea.
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Financial Accounting from Marketing Perspective (Word limit: 10)
Introduction/Static Screen

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Content

Some of the Ratios which provide indication of a health of organisation are:

Ratio Name
Gross Margin
Operating Margin
Profit Margin
Return on Assets
Return on Capital
Cash Ratio
Current Ratio

Formula
Gross Profit / Net Sales
Operating Income/ Net Sales
Net Profit / Net Sales
Net Income/ Total Assets
EBIT (1- Tax rate)/ Invested Capital
Cash and Marketable / Current Liabilities
Current Assets/Current Liabilities

*Note : COGS = Cost of Goods sold or cost of sales

EBIT= Earnings before interest and taxes
EPS=Earnings per share
EBIDTA = Earnings before interest ,taxes, depreciation and amortization
There are some other KPIs which provide direct feedback on marketing policies of the organisation these are :
KPI Name
Formula
Number of Repeat Orders
No of Customers who have done business with the
organisation before and who have ordered again during
this current month
% Increase in Sales
% increase in sales with respect to sales targets identified
Leads to Close Ratio
Number of leads received/ Total Number of Leads Closed
LTV(Life time value of a customer)
Revenue*Gross Margin* Average of Repeat Purchase
Cost of Customer Acquisition
Total Marketing Investment/ Number of Customer
Acquired

Market Prospect Ratios are used to compare publicly traded companies stock price with other financial measures like
earnings and dividend rates. For detailed understanding one can watch the youtube video on calculations at
https://www.youtube.com/watch?v=GUVbPr88rOA
These are :
Ratio
Earnings Per Share

Formula
EPS= (Net Income Preferred
Dividends)/Weighted Average

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Price Earning Ratio or P/E Ratio

Market to Book Ratio

Market Capitalisation

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Common Shares Outstanding

Price Earning Ratio=(Market Value
per Share) /Earning Per Share
Market Value per share/Book Value
Per share
Stocks market value multiplied by
number of outstanding shares

High P/E Ratio indicates positive

future Performance and investors are
willing to pay more
A Market to Book Ratio greater than
one is healthy .
Higher the Market capitalisation the
better. It is important in case of
Merger and Acquisition cases.

Elaborate examples of the above sub classifications is included in the Wikipedia and Corporate Finance by Richard
Brealey
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Economics behind Marketing (Word limit: 10)
Introduction/Static Screen
In Economics , Markets are a system, and systems have structure. The structure of a well-functioning market is defined
by the theory of perfect competition. Well-functioning markets of the real world are never perfect, but basic structural
characteristics can be approximated for real world markets, for example:
many small buyers and sellers
buyers and sellers have equal access to information
products are comparable
Markets where price negotiations meet equilibrium, but the equilibrium is not efficient are said to experience market
failure. Market failures are often associated with time-inconsistent preferences, information asymmetries, non-perfectly
competitive markets, principalagent problems, externalities, or public goods. Among the major negative externalities
which can occur as a side effect of production and market exchange, are air pollution (side-effect of manufacturing and
logistics) and environmental degradation (side-effect of farming and urbanization).
There exists a popular thought, especially among economists, that free markets would have a structure of a perfect
competition.
Physical consumer markets
food retail markets: farmers' markets, fish markets, wet markets and grocery stores
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retail marketplaces: public markets, market squares, Main Streets, High streets, bazaars, souqs, night markets,
shopping centers and shopping malls
big-box stores: supermarkets, hypermarkets and discount stores
ad hoc auction markets: process of buying and selling goods or services by offering them up for bid, taking bids,
and then selling the item to the highest bidder
used goods markets such as flea markets
temporary markets such as fairs
Physical business markets
physical wholesale markets: sale of goods or merchandise to retailers; to industrial, commercial, institutional, or
other professional business users or to other wholesalers and related subordinated services
markets for intermediate goods used in production of other goods and services
labor markets: where people sell their labour to businesses in exchange for a wage
ad hoc auction markets: process of buying and selling goods or services by offering them up for bid, taking bids,
and then selling the item to the highest bidder
temporary markets such as trade fairs
Non-physical markets
media markets (broadcast market): is a region where the population can receive the same (or similar) television
and radio station offerings, and may also include other types of media including newspapers and Internet content
Internet markets (electronic commerce): trading in products or services using computer networks, such as the
Internet
artificial markets created by regulation to exchange rights for derivatives that have been designed to ameliorate
externalities, such as pollution permits (see carbon trading)
Financial markets
Financial markets facilitate the exchange of liquid assets. Most investors prefer investing in two markets:
the stock markets, for the exchange of shares in corporations (NYSE, AMEX, and the NASDAQ are the most
common stock markets in the US)
and the bond markets
There are also:
currency markets are used to trade one currency for another, and are often used for speculation on currency
exchange rates
the money market is the name for the global market for lending and borrowing
futures markets, where contracts are exchanged regarding the future delivery of goods are often an outgrowth of
general commodity markets
prediction markets are a type of speculative market in which the goods exchanged are futures on the occurrence
of certain events. They apply the market dynamics to facilitate information aggregation.
Unauthorized and illegal markets
grey markets (parallel markets): is the trade of a commodity through distribution channels which, while legal, are
unofficial, unauthorized, or unintended by the original manufacturer[citation needed]
markets in illegal goods such as the market for illicit drugs, illegal arms, infringing products, cigarettes sold to
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minors or untaxed cigarettes (in some jurisdictions), or the private sale of unpasteurized goat milk

Principles of Supply and Demand is usually easy to guess from our day to day to life. If we buy something in high quantity
even shop keeper are ready to give discount such that price per piece comes down. Again, from society perspective too
if something which is available in high supply then its price becomes less and if the same thing is available in small
quantity its price appear more.
Representation of the same is as below:

Equilibrium of Supply and Demand

Generally speaking, an equilibrium is defined to be the price-quantity pair where the quantity demanded is equal to the
quantity supplied. It is represented by the intersection of the demand and supply curves.[3] The analysis of various
equilibria is a fundamental aspect of microeconomics:
Market Equilibrium: A situation in a market when the price is such that the quantity demanded by consumers is correctly
balanced by the quantity that firms wish to supply. In this situation, the market clears.[4]
Changes in market equilibrium: Practical uses of supply and demand analysis often center on the different variables that
change equilibrium price and quantity, represented as shifts in the respective curves. Comparative statics of such a shift
traces the effects from the initial equilibrium to the new equilibrium.
Demand Curve Shift
When consumers increase the quantity demanded at a given price, it is referred to as an increase in demand. Increased
demand can be represented on the graph as the curve being shifted to the right. At each price point, a greater quantity is
demanded, as from the initial curve D1 to the new curve D2. In the diagram, this raises the equilibrium price from P1 to
the higher P2. This raises the equilibrium quantity from Q1 to the higher Q2. A movement along the curve is described as
a "change in the quantity demanded" to distinguish it from a "change in demand," that is, a shift of the curve. there has
been an increase in demand which has caused an increase in (equilibrium) quantity. The increase in demand could also
come from changing tastes and fashions, incomes, price changes in complementary and substitute goods, market

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expectations, and number of buyers. This would cause the entire demand curve to shift changing the equilibrium price
and quantity. Note in the diagram that the shift of the demand curve, by causing a new equilibrium price to emerge,
resulted in movement along the supply curve from the point (Q1, P1) to the point (Q2, P2).
If the demand decreases, then the opposite happens: a shift of the curve to the left. If the demand starts at D2, and
decreases to D1, the equilibrium price will decrease, and the equilibrium quantity will also decrease. The quantity
supplied at each price is the same as before the demand shift, reflecting the fact that the supply curve has not shifted; but
the equilibrium quantity and price are different as a result of the change (shift) in demand
Supply Curve Shift
When technological progress occurs, the supply curve shifts. For example, assume that someone invents a better way of
growing wheat so that the cost of growing a given quantity of wheat decreases. Otherwise stated, producers will be willing
to supply more wheat at every price and this shifts the supply curve S1 outward, to S2an increase in supply. This
increase in supply causes the equilibrium price to decrease from P1 to P2. The equilibrium quantity increases from Q1 to
Q2 as consumers move along the demand curve to the new lower price. As a result of a supply curve shift, the price and
the quantity move in opposite directions. If the quantity supplied decreases, the opposite happens. If the supply curve
starts at S2, and shifts leftward to S1, the equilibrium price will increase and the equilibrium quantity will decrease as
consumers move along the demand curve to the new higher price and associated lower quantity demanded. The quantity
demanded at each price is the same as before the supply shift, reflecting the fact that the demand curve has not shifted.
But due to the change (shift) in supply, the equilibrium quantity and price have changed.
The movement of the supply curve in response to a change in a non-price determinant of supply is caused by a change in
the y-intercept, the constant term of the supply equation. The supply curve shifts up and down the y axis as non-price
determinants of demand change.
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Buying Behaviour Segmenting and E business and E commerce (Word limit: 10)
Introduction/Static Screen

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Content

Market segmentation enables marketers to direct their promotional efforts at the different needs of consumers more
precisely. This helps decision makers to clearly define marketing objectives and more efficiently allocate resources. The
choice of segmentation characteristics is very important, for incorrect segmentation can lead to wasted resources and
missed profit opportunities. The characteristics that are most commonly used for segmentation are: behaviour;
geography; demographics; psychographics and benefits sought
Based on Buying Behaviour Segmentation of customers can be done as following :
Buying on occasions As mentioned in the above example, buying on occasions is the first form of behavioral
segmentation. Products such as chocolates and premium foods will sell on festivals. Similarly, confectioneries will sell
when there is a party
Benefits sought Several products are targeted towards the benefits sought by the customer. Recently, there has been
a war between Colgate and sensodyne to target the people who have sensitive teeth.
Loyalty There are two ways to grow a business. First is to acquire new customers and second is to retain your existing
customers. The more loyal your customer is to you, the more your customer base will increase. Thats one more kind of
behavior which marketers target. The strategies for brand loyal customers is very different from that used for acquiring
new customers.
The best example of behavioral segmentation by loyalty is observed in the hospitality segment wherein airlines, hotels,
restaurants and others give their best to provide the best service possible such that they can retain their customer. The
hospitality sector is the one with the best loyalty programs ever. Thus the loyalty of the customer can also be used for
behavioral segmentation.
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Usage rate In residential or commercial segment, the usage can be demonstrated in the form of heavy usage,
moderate usage or lesser usage. Lets take the example of beauty parlors or personal care. There are some customers
who use a lot of personal care products whereas others do not use personal care products much. Thus depending on
their usage the customers can be targeted.

The other forms of segmentations are :

1) Benefit Segmentation ( basis of benefits alone eg airlines )
2) Psychographic Segmentation (focus on motives, lifestyles and experiences.Many cigarette makers use a
lifestyle segmentation)
3) Demographic Segmentation (Basis of Age,gender ,income etc. Usually cosmetic ,garments, magazines
that use gender while considering their marketing strategy)
4) Geographic Segmentation (basis of geographic regions eg air conditions etc
Electronic commerce, commonly written as e-commerce or eCommerce, is the trading or facilitation of trading in
products or services using computer networks, such as the Internet. Electronic commerce draws on technologies such as
mobile commerce, electronic funds transfer, supply chain management, Internet marketing, online transaction processing,
electronic data interchange (EDI), inventory management systems, and automated data collection systems. Modern
electronic commerce typically uses the World Wide Web for at least one part of the transaction's life cycle, although it
may also use other technologies such as e-mail.

E-commerce businesses may employ some or all of the following:

Online shopping web sites for retail sales direct to consumers
Providing or participating in online marketplaces, which process third-party business-to-consumer or consumerto-consumer sales
Business-to-business buying and selling
Gathering and using demographic data through web contacts and social media
Business-to-business electronic data interchange
Marketing to prospective and established customers by e-mail or fax (for example, with newsletters)
Engaging in pretail for launching new products and services

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.
Elaborate examples of the above sub classifications is included in the Wikipedia and various online resources

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Marketing of Services and Integrated Marketing Communication (Word limit: 10)
Introduction/Static Screen

Services marketing is a sub-field of marketing, which can be split into the two main areas of goods
marketing (which includes the marketing of fast-moving consumer goods (FMCG) and durables) and services
marketing. Services marketing typically refers to both business to consumer (B2C) and business to business
(B2B) services, and includes marketing of services such as telecommunications services, financial services, all
types of hospitality services, car rental services, air travel, health care services and professional services.
.

A recently proposed alternative view is that services involve a form of rental through which customers can
obtain benefits. It takes into consideration: What customers value and are willing to pay for are desired
experiences and solutions. The term, rent, can be used as a general term to describe payment made for use of
something or access to skills and expertise, facilities or networks (usually for a defined period of time), instead
of buying it outright (which is not even possible in many instances).
There are five broad categories within the non-ownership framework and these are :
1. Rented goods services: These services enable customers to obtain the temporary right to use a physical
good that they prefer not to own (e.g. boats, costumes)
2. Defined space and place rentals: These services obtain use of a defined portion of a larger space in a
building, vehicle or other area which can be an end in its own right (e.g. storage container in a
warehouse) or simply a means to an end (e.g. table in a restaurant, seat in an aircraft)
3. Labor and expertise rental: People are hired to perform work that customers either choose not to do for
themselves (e.g. cleaning the house) or are unable to do due to the lack of expertise, tools and skills
(e.g. car repairs, surgery)
4. Access to shared physical environments: These environments can be indoors or outdoors where
customers rent the right to share the use of the environment (e.g. museums, theme parks, gyms, golf
courses).
5. Access to and usage of systems and networks: Customers rent the right to participate in a specified
network such as telecommunications, utilities, banking or insurance, with different fees for varying levels
of access
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Integrated Marketing Communications (IMC) is an expansion of utilising both modern and traditional marketing
strategies, to optimise the communication of a consistent message conveying the companies brand to stakeholder
.It involves coupling various methods together is added value in creating successful communication as it harnesses the
individual benefits of each channel, which when combined together builds a clearer and vaster impact than if used
individually. Achieving synergy and clarity amongst the elements is then able to construct a valuable comprehensibility
amidst messages when addressing the audience in order to build relationships with them and foster short, medium and
long term profitability.
Various Integrated Marketing Communication Categories are :
1) Inside out approach
The inside out approach of integrated marketing communications has a one sided view point as it combines the
elements of communication and marketing to create a single unified message (Lucia, del Barrio-Garcia, & Kitchen, 2012).
Granting this approach is solely based off the organisations perspective it demonstrations poor customer orientation. This
approach is deprived of the organisations strategic notion. The term used to describe the integration of marketing
communication is the "one voice" which represents the one clear message organisations are wanting to achieve when
communicating to consumers. IMC changes when applied to different organisations however the inside out approach is
weak due to the stagnant, outdated method.
2) Outside in approach
The outside-in approach of integrated marketing communications seeks to understand the needs and wants of the
consumer (Lucia, del Barrio-Garcia, & Kitchen, 2012). In addition to the previous category this approach establishes
significant progression. Organisations can gain in-depth knowledge based off consumers and therefore can
accommodate the way they approach to fulfil their requirements. Relationship marketing aids in building up a history of
frequent conversation between organisations and stakeholders which creates trust (Gambetti & Schultz, 2015).
Communication builds rapport that could prove to be profitable as they retain clientele. IMC approaches in a unique way
as it operates backwards by concentrating on customers first, then determining the most effective course of marketing
and communication methods to implement. Effectively managing the strategic business process is crucial as it defines the
steps to follow which ensure brand value is upheld.
3) Cross functional strategic approach
Cross functional strategic approach of integrated marketing communications diverges away from the other two
categories, it does not centre around the concept of marketing promotional elements, instead the focus has shifted
toward restructuring the organisation to increase a customer centric environment (Lucia, del Barrio-Garcia, & Kitchen,
2012). Investing for the reorganisation sparks change where all departments interconnect to work cohesively toward
managing and planning all stages of brand relationship. As a unified organisation the cross functional process is a
competitive advantage as they can achieve profitable relationships with customers and stakeholders. This can be
achieved through improving the relation amongst messages sent from all departments through channels to the receivers.
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By sending strategic messages and monitoring any external reaction it encourages the prospect of gaining feedback data
from consumers. The process is circular, not linear, at the beginning organisation and consumer communicate by
interacting and dialogue which ignites the relationship, over time trust is earned and the consumer may continue to
purchase, which in turn increases sales and profitability for the organisation and finally the relationship is strong and the
organisation retains clientele (Dahl, Low, & Eagle, 2015). Two way communication is advantageous for cross functional
approach as the business and consumer are interactive for brand communication, evaluating and planning to fulfil both of
their needs and wants (Valos, Habibi, Casidy, Driesener, & Maplestone, 2016). Implementing IMC is a flexible process
due to the changing nature of the marketing dynamics therefore by eliminating borders within the organisation it allows for
this notion.

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Ethics in Marketing (Word limit: 10)
Introduction/Static Screen
Creating Ethics guidelines is critical for any organisation. As such senior management always have a great influence of
usage of negative marketing strategies . The usage of various negative outcomes usually deters negative marketing
tactics. Most organisations prescribe ethical guidelines to avoid issues .
Markeing is often considered inherently evil at times because :
The position is based on the argument that marketing necessarily commits at least one of three wrongs:

Damaging personal autonomy. The victim of marketing in this case is the intended buyer whose right to selfdetermination is infringed.
Causing harm to competitors. Excessively fierce competition and unethical marketing tactics are especially
associated with saturated markets.
Manipulating social values. The victim in this case is society as a whole, or the environment as well. The
argument is that marketing promotes consumerism and waste. See also: affluenza, ethical consumerism, anticonsumerism.

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Ethical danger points in market research include:

Invasion of privacy..
Stereotyping.

People affected by unethical market research:

Public
Respondents
Client
Researcher

Over and above , Marketing is not just limited to one country and hence obeying rules becomes utmost important while
creating a marketing strategy. In USA there is a FCPA( Foreign Corrupt Practices Act ) which prohibits US

corporations from making illegal payments to public officials of foreign governments to obtain business rights
or to enhance their business dealings in those countries.
In India there is Prevention of Corrruption Act ,1988 and RTI Act 2005 for fighting bribery .
The issue of ethics also finds a partner in Social Responsibility which also in some ways influence business
decisions of customers in various nations. As high as 62 percent of corporations in Brazil consider social
responsibility factors when making business decisions.
Currently , campaigns like Green Marketing is going on so as to facilitate development and marketing of
products designed to minimize negative effects on physical environment or to improve the environment.
Note to Employee

Elaborate examples of the above sub classifications is included in the Wikipedia and Book Marketing by Lamb

Note to Graphics
Note to Tech

There should be a colourful next button to move between screens from the user perspective
Display in 2 screens if possible or at max 3 screens all linked by Next Button

Page 30 of 32

Unit 1: Marketing Management: Learning Outcome # 1

Title

Marketing: Strategies

Page #
Page Title
Template
Content

30
Market Entry Strategy(Word limit: 10)
Introduction/Static Screen
A market entry strategy is the planned method of delivering goods or services to a new target market and distributing
them there. When importing or exporting services, it refers to establishing and managing contracts in a foreign country.
Factors involved :
Many companies successfully operate in a niche market without ever expanding into new markets. Some businesses
achieve increased sales, brand awareness and business stability by entering a new market. Developing a market-entry
strategy involves a thorough analysis of potential competitors and possible customers. Some of the relevant factors that
are important in deciding the viability of entry into a particular market include trade barriers, localized knowledge, price
localization, competition, and export subsidies.
Timing of Market Entry :
In general , What countries to enter and when mainly depends on the financial resources of a company, the product lifecycle and the product itself.
The different strategies available in this regard are:
Waterfall model
Wave strategy
Sprinkler strategy
Some of the most common market entry strategies are: directly by setup of an entity in the market, directly exporting
products, indirectly exporting using a reseller, distributor, or sales outsourcing, and producing products in the target
market Others include:

Licensing
Greenfield project
Franchising
Business alliance
Exporting
Turnkey project
Joint ventures
Outsourcing

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Unit 1: Marketing Management: Learning Outcome # 1

Risks Involved
Some of the risks incurred when entering a new market and start domestic or international trade include:
Weather risk
Systematic risk, different from systemic risk, the systematic risk is the risk inherent to the entire market or an
entire market segment
Sovereign risk
Foreign exchange risk
Liquidity risk
While some companies prefer to develop their own their market entry plans, other outsource to specialised companies.
The knowledge of the local or target market by those specialized companies can mitigate trade risk.
Other market entry strategies include:
Production at home
o Indirect exporting (export merchant)
o Direct exporting (foreign customer, agent, distributor, representative office, foreign branch, foreign
subsidiary)
Production abroad
o without direct investment (management contract, franchising, licensing, contract manufacturing)
o with direct investment (partly owned subsidiary, acquisition of a foreign company, set up a new company,
equity joint venture)

Note to Employee

Elaborate examples of the above sub classifications is included in Wikipedia and various online sites.

Note to Graphics
Note to Tech

There should be a colourful next button to move between screens from the user perspective
Display in 2 screens if possible or at max 3 screens all linked by Next Button

Page 32 of 32