A DISSERTATION REPORT ON

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

INSTITUTTE OF MANAGEMENT &TECHNOLOGY KASHIPUR (U.S.NAGAR)

SUBMMITED TO:Mrs.PUSHPA SINGH SUBMMITED BY:ANEESH AHMAD BBA 6th sem

TABLE OF CONTENTS

Acknowledgement

4 5 6 7 11 14 18 23 24 25 26 30 31 32

Declaration
1. Abbreviations 2. Industry Profile 3. Organization Structure 4. Vission 5. Shares & Highlight

6. Introduction
a. Objective b. Limitations 7. Research Methodology 8. Review of literature 9. Findings and suggestions 10. References 11. Glossary

DECLARATION I, Aneesh Ahmad, 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 BBA 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.

Aneesh Ahmad

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 Institute of Management & Technology giving the final shape of the dissertation report.

Aneesh Ahmad

ABBREVIATIONS
BTVL DSL BSNL BSE USD Bharti Tele-Ventures Limited Digital Subscriber Line Bharat Sanchar Nigam Limited Bombay Stock Exchange, Mumbai, United State Dolor

SEA-ME-WE-4 South East Asia-Middle East-Western Europe 4 CMD Sub's B&T NSE IPO CEO SMS GPRS SMB STD ISD PCO ASAP I Chief Managing Director Subscribers Broadband & telephone services National Stock Exchange of India Limited Initial public offering Chief Executive Officer Short Messaging Service Geniuq Pocket Radio System Small and Medium Business Subscriber Trunk Dialing International Trunk Dialling Public call office 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.

Type

Public, Listed on BSE

Founded

1985

Headquarters New Delhi, India Key people Sunil Mittal

Industry

Telecom

Product

Mobile and Fixed-Line Telecommunication operator USD 3.66 billion

Revenue

Slogan

Express Yourself

Website

http://www.Bharti.com

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 socioeconomic 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.

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 23telecom 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,
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broadband & telephone, national and international long distance and data connectivity services to India's leading 1300 corporate,

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.

M rk t S a e

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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, Inbuilt 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.

Bharti Airtel Ltd. Telecom services

Bharti Cellular Ltd.

Bharti Infotel Ltd

National & International Long distance services

Airtel Broadband & Telephone Services

Broadband Data Services Mantraonline

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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 Groups Mundra Port and Special Economic Zone.

PRODUCT
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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! 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
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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) With Airtels 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.
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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 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.
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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) 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

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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. 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

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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 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. Companys Distribution channel is not responding properly.

RESEARCH METHODOLOGY

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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 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.

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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 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.

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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.

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?
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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 signup confirmation email 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

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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.

SUGGESTIONS
1. Newspaper Articles:

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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: 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
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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. an acronym for awareness, interest, desire and action, which represent the psychological steps a customer, goes through on the way toward making a purchase. breaking accumulated supplies into smaller units that are easier fir later intermediaries and customers to handle. 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. Assigning an existing brand name to a new product in the same product line. the level of commitment that customer feel toward a given brand, as represented by their continuing purchase of that brand. the portion of a brand that can be expressed verbally, including letters, words, or members. the consumers ability to purchase product.

AIDA Model

Allocating

Area sample

Brand extension Brand loyalty

Brand name Buying power

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C Competition The rivalry among sellers trying to iIndiaease sales, or market share while addressing the same set.

Competitive advertisingAdvertising 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 A private warehouse specialty designed to provide the fast transfer of goods from suppliers to retailers or final customers 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 Franchise Communication from the audience back to the sources A business entity licensed to use the trademarks, operations and other attributes of a business.
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Distribution center

Distributor

Frequency marketing

programs that reward customers for repeat purchase of specific goods and services. H

Hypothesis

The marketers 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 A way of dividing a large market into smaller groupings of consumers of organizational in which each subset has a common characteristic. An organizations portion of the total sales in a given market, expressed as a percentage.
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Market segmentation

Market shares

Marketing

the process o developing and exchanging ideas, goods and services that satisfy customers, using the principles o pricing, promotion ,and distribution. 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. A computerizes system to store and retrieve data as needed by marketers. the four key elements of marketing strategy; product, promotion, distribution, and price.

Marketing channel

Marketing Database Marketing mix

P Population Primary data The universe of people, place, or things to be investigated in a specific research study. Data that is gathered directly from the subjects or through on-site research for specific marketing research program. 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. A verity f techniques, including advertising, sales, promotion, public relation, and personal willing, that are used to communicate with the program

Product

Promotion

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
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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.

R Retailers Intermediaries that sell to final customer; they purchase goods from wholesaler or in some cases, directly from producers. S Sample Sampling error A portion of population that represents the whole in a research study. 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 Survey The person r organization that originates and encode a message. A method of gathering data directly from consumers via a questionnaire. T The market youve 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
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Target Market

Wheel of retailing Wholesalers

A theory that divides the cyclical patterns in retail evolution into three stages: innovation, trading up and vulnerability. 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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