MARKETING IN SMALL SCALE INDUSTRY.
India is Steadily heading towards the 21st century. The dimensions of marketing are sure to change. Consumer awareness is increasing and posing new challenges to the industry. Quality and after-sale service are likely to be given more emphasis by the manufacturers. Service sector is also adopting market-focused approach. The rural market is going through transition and has become the latest find of the marketers. Therefore, a lot of changes are expected to take place both in the domestic as well as world markets. In this context, the contents of this book become more relevant and useful. Emerging Trends in India Marketing has following major features : ? It covers all major areas where changes are foreseen. ? Each contributor has concentrated on one aspect of the main theme and has visualised the trends, implications and marketing strategies. ? A summary in the form of an abstract precedes each article. This book is intended to be used both by students and practitioners of marketing management. It may also serve as a reference book for Management Development Programmes of management institutes, universities and other training centres. Eleven management & marketing scholars / experts have contributed to this edited volume which examines the following aspects in 14 chapters : Future Marketing : Dimensions of 1990s Indian Markets; Consumerism : Challenges & tasks for Nineties; Rural Market : Growth and challenge; Rural Consuming Systems : Evolving & emerging; Export Markets : Emerging trends; Small-scale Industries : Export marketing; Marketing Research : New emerging trends; Mass Communication : The role of; Promotion : New emerging trends; Pop Display : Wooing Shelf Area : Strategies for future; Bank Marketing : Challenges for Nineties; Conserver Marketing for sustainable development; Ecological Perspectives of marketing in the 1990s; New Horizons in Marketing.
About Author:
(b. 1941) is Professor of Management, teaching at the Berhampur University, Berhampur, Orissa, India. He was, earlier, an Associate Professor in Marketing at the Xavier Institute of Management, Bhubaneswar. He received his Master's Degree in 1965 and Ph.D. In 1975 from Utkal University, India. Beside publishing a number of research articles, Dr. Sahoo has, to his credit, two very popular books for the undergraduate students : (I) Groundwork of Salesmanship (Oriya) and (ii) Salesmanship, Sales Management and Advertising. While three of Prof. Sahoo's scholars have been awarded Ph.D. Degree, seven are presently working under his guidance for Doctoral studies. Prof. Sahoo's areas of interest include Export Marketing Sales and Distribution management and Rural Marketing. P.K. Sinha : (b. 1960) is a Senior Faculty Member (Marketing) at the Indian Institute of Management, Bangalore. Formerly he was Associate professor at the Xavier Institute of Management, Bhubaneswar, in the area of Marketing. Dr.
Sinha has a Doctorate in Marketing and offers courses on Service marketing & Sales and Distribution Management. His research articles have been published in various reputed journals in India.
Contents:
. Dimensions of Future Marketing Atul Parvatiyar Xavier Labour Relations Institute (XLRI), Jamshedpur. 2. Indian Markets ? 1990s P.K. Sinha Xavier Institute of Management, Bhubaneswar. 3. Towards New Horizons In Marketing Khokan Mookerji General Manager, (Marketing Services), ITC Limited, Calcutta. 4. Consumerism : Challenges and Tasks for 90s S.C. Sahoo Department of Business Administration, Berhampur University. 5. The Growth & Challenge of Rural Market S.K. Patro Department of Business Administration, Berhampur University. 6. India's Emerging Consumer Markets : Relevance of the Evolving Rural Consuming Systems V. Mukunda Das Institute of Rural Management, Anand, Gujarat. 7. Emerging Trends in India's Export Markets S.C. Sahoo Department of Business Administration, Berhampur University. 8. The Strategic Mode of Export Marketing for Small Scale Industries Mohan L. Agrawal Xavier Labour Relations Institute (XLRI), Jamshedpur. 9. Marketing Research -- Key to Success P.K. Sinha Xavier Institute of Management, Bhubaneswar. 10. Indian Consumer and the Role of Mass Communication J.S. Giri Rao Department of Journalism & Mass Comm., Berhampur University. D. Panigrahi Department of Business Administration, Berhampur University. 11. Emerging Trends in Promotion S. Govindrajan Xavier Institute of Management, Bhubaneswar. 12. Wooing Shelf Area for Pop Display Strategy for the Years to Come P.K. Sinha Xavier Institute of Management, Bhubaneswar. 13. Bank Marketing : Emerging Challenges for 90s Ranjan Kumar Bal Department of Business Administration, Utkal University. 14. Ecological Perspectives of Marketing in the 1990s : Conserver Marketing for Sustainable Development Atul Parvatiyar Xavier Labour Relations Institute (XLRI), Jamshedpur.
Marketing plays a vital role in successful business ventures. How well you market you business, along with a few other considerations, will ultimately determine your degree of success or failure. The key element of a successful marketing plan is to know your customers-their likes, dislikes, expectations. By identifying these factors, you can develop a marketing strategy that will allow you to arouse and fulfill their needs.
Identify your customers by their age, sex, income/educational level and residence. At first, target only those customers who are more likely to purchase your product or service. As your customer base expands, you may need to consider modifying the marketing plan to include other customers.
Develop a marketing plan for your business by answering these questions. (Potential franchise owners will have to use the marketing strategy the franchisor has developed.) Your marketing plan should be included in your Project and contain answers to the questions outlined below.
• Who are your customers? Define your target market(s).
• Are your markets growing? Steady? Declining?
• Is your market share growing? Steady? Declining?
• If a franchise, how is your market segmented?
• Are your markets large enough to expand?
• How will you attract, hold, increase your market share? If a franchise, will the franchiser provide assistance in this area? Based on the franchiser’s strategy? How will you promote your sales?
• What pricing strategy have you devised?
India is Steadily heading towards the 21st century. The dimensions of marketing are sure to change. Consumer awareness is increasing and posing new challenges to the industry. Quality and after-sale service are likely to be given more emphasis by the manufacturers. Service sector is also adopting market-focused approach. The rural market is going through transition and has become the latest find of the marketers. Therefore, a lot of changes are expected to take place both in the domestic as well as world markets. In this context, the contents of this book become more relevant and useful. Emerging Trends in India Marketing has following major features : ? It covers all major areas where changes are foreseen. ? Each contributor has concentrated on one aspect of the main theme and has visualised the trends, implications and marketing strategies. ? A summary in the form of an abstract precedes each article. This book is intended to be used both by students and practitioners of marketing management. It may also serve as a reference book for Management Development Programmes of management institutes, universities and other training centres. Eleven management & marketing scholars / experts have contributed to this edited volume which examines the following aspects in 14 chapters : Future Marketing : Dimensions of 1990s Indian Markets; Consumerism : Challenges & tasks for Nineties; Rural Market : Growth and challenge; Rural Consuming Systems : Evolving & emerging; Export Markets : Emerging trends; Small-scale Industries : Export marketing; Marketing Research : New emerging trends; Mass Communication : The role of; Promotion : New emerging trends; Pop Display : Wooing Shelf Area : Strategies for future; Bank Marketing : Challenges for Nineties; Conserver Marketing for sustainable development; Ecological Perspectives of marketing in the 1990s; New Horizons in Marketing.
About Author:
(b. 1941) is Professor of Management, teaching at the Berhampur University, Berhampur, Orissa, India. He was, earlier, an Associate Professor in Marketing at the Xavier Institute of Management, Bhubaneswar. He received his Master's Degree in 1965 and Ph.D. In 1975 from Utkal University, India. Beside publishing a number of research articles, Dr. Sahoo has, to his credit, two very popular books for the undergraduate students : (I) Groundwork of Salesmanship (Oriya) and (ii) Salesmanship, Sales Management and Advertising. While three of Prof. Sahoo's scholars have been awarded Ph.D. Degree, seven are presently working under his guidance for Doctoral studies. Prof. Sahoo's areas of interest include Export Marketing Sales and Distribution management and Rural Marketing. P.K. Sinha : (b. 1960) is a Senior Faculty Member (Marketing) at the Indian Institute of Management, Bangalore. Formerly he was Associate professor at the Xavier Institute of Management, Bhubaneswar, in the area of Marketing. Dr.
Sinha has a Doctorate in Marketing and offers courses on Service marketing & Sales and Distribution Management. His research articles have been published in various reputed journals in India.
Contents:
. Dimensions of Future Marketing Atul Parvatiyar Xavier Labour Relations Institute (XLRI), Jamshedpur. 2. Indian Markets ? 1990s P.K. Sinha Xavier Institute of Management, Bhubaneswar. 3. Towards New Horizons In Marketing Khokan Mookerji General Manager, (Marketing Services), ITC Limited, Calcutta. 4. Consumerism : Challenges and Tasks for 90s S.C. Sahoo Department of Business Administration, Berhampur University. 5. The Growth & Challenge of Rural Market S.K. Patro Department of Business Administration, Berhampur University. 6. India's Emerging Consumer Markets : Relevance of the Evolving Rural Consuming Systems V. Mukunda Das Institute of Rural Management, Anand, Gujarat. 7. Emerging Trends in India's Export Markets S.C. Sahoo Department of Business Administration, Berhampur University. 8. The Strategic Mode of Export Marketing for Small Scale Industries Mohan L. Agrawal Xavier Labour Relations Institute (XLRI), Jamshedpur. 9. Marketing Research -- Key to Success P.K. Sinha Xavier Institute of Management, Bhubaneswar. 10. Indian Consumer and the Role of Mass Communication J.S. Giri Rao Department of Journalism & Mass Comm., Berhampur University. D. Panigrahi Department of Business Administration, Berhampur University. 11. Emerging Trends in Promotion S. Govindrajan Xavier Institute of Management, Bhubaneswar. 12. Wooing Shelf Area for Pop Display Strategy for the Years to Come P.K. Sinha Xavier Institute of Management, Bhubaneswar. 13. Bank Marketing : Emerging Challenges for 90s Ranjan Kumar Bal Department of Business Administration, Utkal University. 14. Ecological Perspectives of Marketing in the 1990s : Conserver Marketing for Sustainable Development Atul Parvatiyar Xavier Labour Relations Institute (XLRI), Jamshedpur.
Marketing plays a vital role in successful business ventures. How well you market you business, along with a few other considerations, will ultimately determine your degree of success or failure. The key element of a successful marketing plan is to know your customers-their likes, dislikes, expectations. By identifying these factors, you can develop a marketing strategy that will allow you to arouse and fulfill their needs.
Identify your customers by their age, sex, income/educational level and residence. At first, target only those customers who are more likely to purchase your product or service. As your customer base expands, you may need to consider modifying the marketing plan to include other customers.
Develop a marketing plan for your business by answering these questions. (Potential franchise owners will have to use the marketing strategy the franchisor has developed.) Your marketing plan should be included in your Project and contain answers to the questions outlined below.
• Who are your customers? Define your target market(s).
• Are your markets growing? Steady? Declining?
• Is your market share growing? Steady? Declining?
• If a franchise, how is your market segmented?
• Are your markets large enough to expand?
• How will you attract, hold, increase your market share? If a franchise, will the franchiser provide assistance in this area? Based on the franchiser’s strategy? How will you promote your sales?
• What pricing strategy have you devised?