aneesh-airtel
TRANSCRIPT
-
8/6/2019 aneesh-Airtel
1/37
A
DISSERTATION REPORT
ON
CUSTOMER SATISFICTION ON SERVICES OFFERED BY BHARTITELEVENTURES WITH RESPECT TO AIRTEL
INSTITUTTE OF MANAGEMENT &TECHNOLOGY
KASHIPUR (U.S.NAGAR)
SUBMMITED TO:- SUBMMITED BY:-
Mrs.PUSHPA SINGH ANEESH AHMADBBA 6th sem
1
-
8/6/2019 aneesh-Airtel
2/37
TABLE OF CONTENTS
Acknowledgement 4
Declaration 5
1. Abbreviations 6
2. Industry Profile 7
3. Organization Structure 11
4. Vission 14
5. Shares & Highlight 18
6. Introductiona. Objective 23
b. Limitations 24
7. Research Methodology 25
8. Review of literature 26
9. Findings and suggestions 30
10.References 31
11.Glossary 32
2
-
8/6/2019 aneesh-Airtel
3/37
DECLARATION
I, Aneesh Ahmad, here by declaring that the dissertation entitledMeasurement 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
3
-
8/6/2019 aneesh-Airtel
4/37
ACKNOWLEDGEMENT
I would like express my gratitude to all those who gave me the opportunity tocomplete 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
4
-
8/6/2019 aneesh-Airtel
5/37
ABBREVIATIONS
BTVL Bharti Tele-Ventures Limited
DSL Digital Subscriber Line
BSNL Bharat Sanchar Nigam Limited
BSE Bombay Stock Exchange, Mumbai,
USD United State Dolor
SEA-ME-WE-4 South East Asia-Middle East-Western Europe 4
CMD Chief Managing Director
Sub's Subscribers
B&T Broadband & telephone services
NSE National Stock Exchange of India Limited
IPO I Initial public offering
CEO Chief Executive Officer
SMS Short Messaging Service
GPRS Geniuq Pocket Radio System
SMB Small and Medium Business
STD Subscriber Trunk Dialing
ISD International Trunk Dialling
PCO Public call office
ASAP As Soon As Possible
5
-
8/6/2019 aneesh-Airtel
6/37
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.
6
http://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/Mobile_phonehttp://en.wikipedia.org/wiki/Bharat_Sanchar_Nigam_Limitedhttp://en.wikipedia.org/wiki/2006http://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/Mobile_phonehttp://en.wikipedia.org/wiki/Bharat_Sanchar_Nigam_Limitedhttp://en.wikipedia.org/wiki/2006 -
8/6/2019 aneesh-Airtel
7/37
7
Type Public, Listed on BSE
Founded 1985
Headquarters
New Delhi, India
Key people Sunil Mittal
Industry Telecom
Product Mobile and Fixed-Line Telecommunication
operator
Revenue USD 3.66 billion
Slogan Express Yourself
Website http://www.Bharti.com
http://www.bharti.com/http://www.bharti.com/ -
8/6/2019 aneesh-Airtel
8/37
TELECOM MARKET
The unprecedented growth in the mobile market is, perhaps, the most
vivid facet of India's economic transformation since the mid 1990s.
Mobile technology and services came to India less than a decade ago. In
the early days, a mobile was seen to be a fashion statement for the rich.
Today, it is accepted as a basic communication medium for all socio-
economic segments. As the pioneer and frontrunner, Airtel has been
instrumental in leading and ushering in the mobile revolution in India.
The Indian mobile market is, today, amongst the fastest growing and the
most competitive in the world.
There were 34.6 million mobile phone subscribers in the country as of
April 2004 (Source: Cellular Operators' Association of India and
Association of Basic Telecom Operators). With approximately seven
million subscribers, Airtel commands nearly 20% share of the market -
making it the number one brand in the country. Airtel's world class
service and innovative products have enabled it to establish this position
of leadership.
8
-
8/6/2019 aneesh-Airtel
9/37
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-
9
-
8/6/2019 aneesh-Airtel
10/37
Ventures earned a gross profit of Rs. 16 billion on revenues of Rs. 50
billion.
10
-
8/6/2019 aneesh-Airtel
11/37
ORGANIZATION STRUCTURE
11
-
8/6/2019 aneesh-Airtel
12/37
SUCCESS STORY OF BHARTI
Bharti Enterprises has successfully focused its strategy on telecom while
straddling diverse fields of business
It all began as a Small Industry
Bharti Tele-Ventures is today acknowledged as one of India's finest
companies, and its flagship brand 'Airtel', has over 12 million customers
across India
Recently, Bharti has successfully launched an international venture with
EL Rothschild Group owned ELRO Holdings India Ltd., to export fresh
Agri- products exclusively to markets in Europe and USA
BUSINESS DIVISIONS
Mobile Services Bharti Airtel offers GSM mobile services in all the 23-
telecom circles of India and was the first private telecom service
provider to connect all states of India.
Broadband & Telephone Services Our Broadband (DSL) & telephone
services (fixed line) are present in the 92 cities across India.
Enterprise Services (Carriers) With 35,016 kilometers of optic fiber
network Bharti Airtelare a leading national long distance service
provider. For international connectivity to east, Bharti Airtelhave a
submarine cable landing station at Chennai. For international
connectivity to the west, the Company is a member of the South East
Asia-Middle East-Western Europe 4 (SEA-ME-WE-4) consortiums
along with 15 other global telecom operators.
Enterprise Services (Corporate) The group focuses on delivering
telecommunications services as an integrated offering including mobile,
12
-
8/6/2019 aneesh-Airtel
13/37
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 & telephoneservices (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.
13
-
8/6/2019 aneesh-Airtel
14/37
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 anunmatched 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.
14
-
8/6/2019 aneesh-Airtel
15/37
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 millionmobile subscribers.
15
-
8/6/2019 aneesh-Airtel
16/37
GREAT BENEFITS FROM AIRTEL
Wireless Phones
Airtel Mega is a wireless phone that is extremely convenient and easy to
install and does not require any wiring or change in the aesthetics of your
home or office. This phone is immune to cuts in the cable, rains, bad
weather etc. You can carry the set along with you when you move from one
room to another or when you shift your home/office
Instant Connection
It ensures that your immediate accessibility needs are met with Instant
connection
Mobile Phone's Features
With Airtel Mega you can enjoy the features of a mobile phone- SMS, In-
built caller line identification, voice mail, phone book, ring tones etc.
Great Add-on Services
Airtel Mega offers a host of value added services like Hello Tunes, GPRS,
call conference, call wait, call divert, SMS and more!
Limited Mobility
You can use your Airtel Mega anywhere within your circle limits and still
receive and make calls, at no extra cost.
16
-
8/6/2019 aneesh-Airtel
17/37
BHARTI AIRTEL LTD.
17
Bharti Airtel
Ltd.
Telecom
services
Bharti Cellular
Ltd.Bharti Infotel Ltd
National &
International
Long distance
services
Airtel
Broadband &
Telephone
Services
Broadband Data
Services
Mantraonline
-
8/6/2019 aneesh-Airtel
18/37
-
8/6/2019 aneesh-Airtel
19/37
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 rupeeNow 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
19
-
8/6/2019 aneesh-Airtel
20/37
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.
20
-
8/6/2019 aneesh-Airtel
21/37
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.
21
-
8/6/2019 aneesh-Airtel
22/37
STD/ISD Facility
Now experience complete freedom like never before with Airtel! Our STD/ISDfacility 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
22
-
8/6/2019 aneesh-Airtel
23/37
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 isrequired 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
23
-
8/6/2019 aneesh-Airtel
24/37
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
24
-
8/6/2019 aneesh-Airtel
25/37
-
8/6/2019 aneesh-Airtel
26/37
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.
26
-
8/6/2019 aneesh-Airtel
27/37
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?
27
-
8/6/2019 aneesh-Airtel
28/37
There's nothing more annoying for a client than being passed from
person to person, or not knowing who to turn to. Making sure they
know exactly what to do at each stage of their enquiry should be of
utmost importance. So make sure your customer service policy is
present on your site -- and anywhere else it may be useful.
5. Attention to Detail (also known as 'The Little Niceties')
Have you ever received a Happy Birthday email or card from a
company you were a client of? Have you ever had a personalised sign-
up confirmation email 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
28
-
8/6/2019 aneesh-Airtel
29/37
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:
29
-
8/6/2019 aneesh-Airtel
30/37
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
30
-
8/6/2019 aneesh-Airtel
31/37
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
31
-
8/6/2019 aneesh-Airtel
32/37
GLOSSARY
A
Advertising Paid non-personnel communication with a target
market, advertising media include television, radio,news paper, magazines, and direct mail.
AIDA Model an acronym for awareness, interest, desire and action,
which represent the psychological steps a customer,
goes through on the way toward making a purchase.
Allocating breaking accumulated supplies into smaller units that
are easier fir later intermediaries and customers to
handle.
Area sample a type of cluster sample in which geographic units are
used to define the cluster of the population.
B
Brand A name, term, phrase, design, symbol or any
combination of these chosen by an individual or
organization to distinguish a product competing
products.
Brand extension Assigning an existing brand name to a new product in
the same product line.
Brand loyalty the level of commitment that customer feel toward a
given brand, as represented by their continuing
purchase of that brand.
Brand name the portion of a brand that can be expressed verbally,
including letters, words, or members.
Buying power the consumers ability to purchase product.
32
-
8/6/2019 aneesh-Airtel
33/37
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 productfeatures 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, usingdifferent marketing mixes for each segment.
Distribution The process of moving products from the producer to
the consumer, which may involve several steps ad the
participation of multiple companies
Distribution center A private warehouse specialty designed to provide the
fast transfer of goods from suppliers to retailers or
final customers
Distributor A general term usually applied in organizational
markets to intermediaries that perform the equivalent
function of both wholesalers and retailers.
E
Environmental Analysis The interpretation o data generated in environmental
scanning
F
Feedback Communication from the audience back to the sources
Franchise A business entity licensed to use the trademarks,
operations and other attributes of a business.
33
-
8/6/2019 aneesh-Airtel
34/37
Frequency marketing programs that reward customers for repeat purchase
of specific goods and services.
H
Hypothesis The marketers untested assumption about theprobable solution to the marketing problem.
I
Independent retailers Retailers that are not part of large retail organization,
but are owned by one person, two or more partners or
a family.
Intensive Distribution A channel strategy that seeks to make products
available in as many appropriate places as possible.
Internal marketing marketing to employees with the ultimate goal of
improving customer satisfaction.
L
Logo A Unique symbol that represents a specific firm or a brand name written
in a distinctive type style.
M
Market the customer and potential customer who want or need
a product and who are willing and able to exchange
something for it
Market segmentation A way of dividing a large market into smaller
groupings of consumers of organizational in which
each subset has a common characteristic.
Market shares An organizations portion of the total sales in a given
market, expressed as a percentage.
34
-
8/6/2019 aneesh-Airtel
35/37
Marketing the process o developing and exchanging ideas, goods
and services that satisfy customers, using the
principles o pricing, promotion ,and distribution.
Marketing channel A system designed to move gods and services from
producers to customers, which consist of people andorganization supported by various facilities,
equipment, and information resources.
Marketing Database A computerizes system to store and retrieve data as
needed by marketers.
Marketing mix the four key elements of marketing strategy; product,
promotion, distribution, and price.
P
Population The universe of people, place, or things to be
investigated in a specific research study.
Primary data Data that is gathered directly from the subjects or
through on-site research for specific marketing
research program.
Product A good, services or idea for which customers will
exchange money or something else of value; a product
is bundle of features and benefits designed t meet
needs of target customer.
Promotion A verity f techniques, including advertising, sales,
promotion, public relation, and personal willing, that
are used to communicate with the program
Psychological influences Characteristics within the individual thatinfluence 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
35
-
8/6/2019 aneesh-Airtel
36/37
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 A portion of population that represents the whole in a
research study.
Sampling error A measure of the discrepancy between the result of
surveying a sample and the expected results of
conducting a census of the entire population.
Simple random sample A probability sample in which all the members of the
population have an equal probability of being pickedfor survey.
Source The person r organization that originates and encode a
message.
Survey A method of gathering data directly from consumers
via a questionnaire.
T
Target Market The market youve selected is the focus of yourmarketing program; it covers the potential costumers
you think are most likely to need or want your
product.
W
36
-
8/6/2019 aneesh-Airtel
37/37
Wheel of retailing A theory that divides the cyclical patterns in retail
evolution into three stages: innovation, trading up and
vulnerability.
Wholesalers Intermediaries that perform a variety of marketing
channel functions to move goods and services through
the channel to retailers and organizational customers.