Microsoft Word marketing doc

Video Conferencing : 
Video conferencing is the other new tool of business communication 
now spreading in India. It enables people in different locations to come face to 

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face and confer live with the help of video images and audio impulses 
transmitted to different centres. With this facility, executives of Indian 
companies can now have instant national and global conferences without having 
to travel. More effective communication, faster decision making, greater 
productivity and cost reduction are the commercial benefits. 
SUMMARY
 
The selling concept is useful for the manufacturers with unutilised 
production capacity and for those marketers who are operating in a buyers 
market where the supply of a product exceeds its demand. Such manufacturers 
and marketers aim at selling what they can make, rather than making new things 
that can sell. 
In order to be a successful marketer, one has to identify consumer needs 
through marketing research, develop appropriate products, price them 
reasonably, make proper distribution arrangements and promote them 
effectively. Then only the products will sell easily in the market. 
The sellers who try to sell their product by hook or crook through 
aggressive selling assume very high risks. The sellers will be in trouble and 
their future sales will be adversely affected. 
Selling aims at profit through sales volume and the marketing aims at 
profit through servicing customer demand. 
Indian Market represents a dichotomy in its character. There are two end 
markets.
1) Urban Market, 
2) Rural Market.
This classification serves the purpose of understanding the market and 
helps in developing a differential approach to the market. The urban markets 
are evolving with more and more consumers preferring for greater variety of 
products, better shopping environment, pleasant surroundings and easy access 
to the market. Rural markets present a different picture. They are wide spread, 
scattered, in-accessible and may be the markets are seasonal because of the 
occupational pattern.
Rural markets can be further divided into Market for Agricultural 
Products and Market for Consumer Products. 
Liberalised economic policy of the Government has resulted in the entry 
of more and more Multinational Companies with the higher level of technology 
and more financial resources creating a competitive spurt in the market.

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Developing ideas for new product and introducing them in the market 
from time to time is an essential and challenging job of the marketing 
management of a company. 
New product may mean many thing. Ex. Original products, product 
improvements, product modifications and new brands developed by a company 
through its own Research and Development (R&D) activities. 
Planning for new products and development of new products is very 
important for a company. The companies that do not develop new products in 
the present day markets, which are becoming more and more competative, 
assume great risk and uncertainty. 
A product has a life cycle like a man and goes through its different 
stages. Ex. Introduction, growth, maturity and decline. 
In modern competative markets characterized by fast technological 
changes and developments the watchword for the management of a company 
should be “innovate or die”. Development of new products is a must for a 
company that wants to grow. 
Two aspects are essential for successful new product development and 
its profitable marketing. 
i) 
Proper organisational arrangements for it, and, 
ii) 
Skillful handling of each step involved in the process of new 
product 
development. 
The stages in new product development process are : 
1) 
Idea 
generation 
2) 
Idea 
screening 
3) 
Concept development and testing 
4) 
Marketing strategy development 
5) 
Business 
Analysis 
6) 
Product 
development 
7) 
Market 
testing 
8) 
Commercialization 
It is the demand that marketers must pay greater attention to consumer 
desires while making their decisions. 

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Philip Kotler, defines consumerism as “a social movement seeking to 
augment the rights and powers of buyers in relation to sellers. 
The rights are protected by, 
i) 
educating the consumers and mobilising them to fight for their rights. 
ii) 
exerting pressure on the government to protect the consumer interests 
by guaranteeing their legitimate rights, and, 
iii) 
making the business more honest and responsible. 
The world consumer movement gained momentum only about three and 
half decades ago. 
The credit for laying the foundation for the world consumer movement 
goes to Ralph Nader of the U.S. 
In April, 966, nine housewives and social workers got together and 
formed the Consumer Guidance society of India in Mumbai, so as to protect the 
interests of consumers. 
During 1966, under the able leadership of late J.R.D. Tata and Late 
Rama Krishna Bajaj some progressive manufacturers and traders came together 
and formed the Fair Trade Practices Association in Bombay. 
In 1974, Sri Bindu Madhav Joshi started Akhil Bharatiya Grahak 
Panchayat inj Pune. 
In 1978, the Consumer Education and Research Centre was set up in 
Ahmedabad. 
The second National convention that was held in New Delhi, in 1991, 
gave rise to the formation of Confederation of Indian Consumers Organisations 
(CICO). 
The Consumer movement in India is backward due to poverty, 
malnutrition, lack of education, poor organisation of consumers and poor 
implementation of laws. 
To protect the interests of consumers, the Government of India has 
brought many statutory regulations like - 
1) 
The prevention of Food Adulteration Act of 1954, 
2) 
The Drugs and Cosmetics Act of 1940, 

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3) The 
Essential 
Commodities Act of 1955, 
4) 
Weights and Measures Act of 1958, etc., 
The Indian Parliament enacted the Consumer Protect Act of 1986 
(COPRA) in December, 1986. This Act has facilitated for setting up of 
Consumer Protection councils at the centre, state and at the District level in 
order to play the role of promoting and protecting the rights of the consumers. 
The District Forum is vested with respect to unfair trade practices, 
defective goods and services upto a claim of Rs.5 lakhs to act as a consumer 
redressal machinery at the district level headed by the Judge of District Court, 
nominated by the State Government. 
The state commission is headed by a Judge of High Court and two other 
members and one of the two shall be a women. It can entertain consumers 
claims if the cost of goods and services for which the compensation claimed is 
more than Rs. 5 lakhs and upto 20 lakhs. 
The National Commission is the highest authority to settle the consumer 
disputes at the national level. It consists of President and four other members 
and all are appointed by the Central Government. The President is a Judge of 
Supreme Court. The persons who shall be appointed to be its members shall 
have adequate knowledge or shown capacity in dealing with problems relating 
to economics, law, commerce, industry, public affairs etc. and one of them shall 
be a women. It is vested with powers to award compensation for claims 
exceeding Rs. 20 lakhs. 
The sellers who failed to comply with the provisions of the Act, shall be 
imprisoned from one month to three years or with a fine of Rupees two 
thousand to ten thousand or both. 
Consumer characteristics with regard to consumerism are, may a time, 
hindering the progress of Consumerism in our country. 
1) 
Illiteracy : Since majority of the consumers are illiterate it is difficult 
to raise their voice against the malpractice of traders. 
2) 
Consumers are un-organised. 
3) 
Consumers are indifferent. Consumers bother only themselves and do
not take pains to approach the legal protection whenever there is a 
problem. 
4) 
Consumers in urban places hardly have any time to participate in
consumer protection activities. 

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India has achieved substantial industrial advancement. 
In recent years Indian industry has also undergone a qualitative change in 
addition to the quantitative expansion. 
India is the fifth largest producer of iron ore in the world and the tenth 
largest producer of finished steel. The Government deleted the steel industry 
from the list of industries reserved for the public sector and opened it upto 
private entrepreneurs with the new economic policy and liberalisation. 
In the Engineering Industry sector, in machine tools, India has become 
one of the top 20 producers in the world apart from the other segments of the 
engineering industry. 
India holds the ninth position in the world in automobile production.
The output of heavy commercial vehicles is now in the order of 90,000 units 
and that of light commercial vehicles 60,000. 
India is the fifth largest producer of cement in the world. 
Textile industry presents an interesting picture of the co-existence of four 
sectors khadi, handlooms, power looms and organised mills. 
The chemical industry is one of the three largest groups of industries in 
India, alongwith iron and steel and textiles. 
India holding the third rank among the world’s producers of fertilizers. 
The electronic industry is also strong on exports. 
There has been a major enhancement in India’s capabilities in computer 
software. 
The small scale industry, Khadi and Village Industry constitute nearly 
50% of India’s industrial production. They also contribute substantially to the 
export earnings of the country. 
Modern services include facilities, such as, credit cards, courier service, 
car rental service and new business communication services, value added 
Telecom services, Fax services, E-Mail and Video conferencing.