ppt is on the ocm subject

1. SHIKHA DESHPANDE
LECTURER, MKH SANCHETI JUNIOR COLLEGE
REVISION
MKH SANCHETI PUBLIC SCHOOL
& JR COLLEGE
XII COMMERCE

2. PRINCIPLES OF MANAGEMENT
D – DIVISION OF WORK
A- AUTHORITY & RESPONSIBILITY
D- DISCIPLINE
U- UNITY OF COMMAND
C- CENTRALISATION

3. U- UNITY OF DIRECTION
S- SCALAR CHAIN
S- SUBORDINATION OF INDIVIDUAL INTEREST TO GROUP INTEREST
R- REMUNERATION
O- ORDER
I-INITIATIVE
S-STABILITY OF TENURE
E-EQUITY
E-ESPIRIT DE- CORPSE

4. CHAPTER 2

6. SHORT TERM
LONG TERM
SHORT TERM

7. DEFINITION OF PLANNING
Koontz AND O'Donnell:
"Planning is deciding in advance what to do, how to do it, when to do it, and
who is to do it.
Planning bridges the gap from where we are and where we want to go it makes
possible things to occur which would not otherwise occur."
Planning is an intellectual process of logical thinking and rational decision
making.

9. 1. HELPS TO SET CLEAR
OBJECTIVES
2. PROVIDES PATH OF
ACTION
SETTING OBJECTIVES,
TARGETS
 HELPS MANAGERS TO
ANALYZE THE PRESENT
CONDITION
 IDENTIFY THE WAYS OF
ATTAINING THE DESIRED
POSITION IN FUTURE
 ENSURES THAT THE
GOALS ARE CLEARLY
STATED
 ACT AS A GUIDE

10. 3. PLANNING IMPROVES
PERFORMANCE
4. MINIMIZES THE RISK
HELPS MANAGERS TO
IMPROVE FUTURE
PERFORMANCES OF EMPLOYEES
LEADS TO EFFICIENT WORKING
OF THE EMPLOYEES
 ANTICIPATING THE FUTURE
CHANGES.
 SHOWS THE WAY TO DEAL
WITH CHANGES AND
UNCERTAIN EVENTS

11. 5. PLANNING LEADS TO OPTIMUM
UTILIZATION OF RESOURCES
FACILITATES OPTIMUM
UTILIZATION OF RESOURCES
WHICH BRINGS HIGHER
EFFICIENCY AND BETTER
RESULTS.
 PLANNING HELPS THE
MANAGEMENT TO SELECT
THE BEST ALTERNATIVE
 HELPS THE MANAGER TO
TAKE RATIONAL
DECISIONS

12. 7. USEFUL IN SETTING THE
STANDARDS FOR CONTROLLING
PLANNING SET OUT
STANDARDS FOR
CONTROLLING.
 PROCESS OF DECISION
MAKING WHICH INVOLVES
PROMOTION OF
INNOVATIVE IDEAS AFTER
CRITICAL THINKING

13. ORGANIZING
ORGANIZING IS THE PROCESS OF IDENTIFYING, BRINGING THE REQUIRED RESOURCES
TOGETHER SUCH AS MEN, MONEY, MATERIAL, MACHINE AND METHOD, GROUPING AND
ARRANGING THEM PROPERLY FOR ACHIEVING THE OBJECTIVES.

14. IMPORTANCE
HELPS IN OPTIMUM UTILIZATION OFRESOURCES:
SCOPE FOR INNOVATION
CREATES SENSE OF SECURITY
HELPFUL FOR GROWTH AND DIVERSIFICATION
HELPS FOR EFFECTIVE ADMINISTRATION
ESTABLISHES COORDINATION
CLARIFIES AUTHORITYAND RESPONSIBILITY
DEFINES THE JOBS PROPERLY
BRINGS SPECIALIZATION
FACILITATES ADMINISTRATION AS WELLAS OPERATION

15. DIRECTING
DIRECTING IS THE SOUL OF MANAGEMENT FUNCTION. IT IS THE PROCESS OF
INSTRUCTING, GUIDING, COMMUNICATING, INSPIRING, MOTIVATING AND
SUPERVISING THE EMPLOYEES TO ACHIEVE PREDETERMINED GOALS OF AN
ORGANIZATION.

16. IMPORTANCE
I - INTEGRATES EFFORTS
I – INCREASE EFFICIENCY LEVEL
M- MEANS OF MOTIVATION
C- COPING WITH THE CHANGES
P- PROVIDES STABILITY
C- CREATE TEAM SPIRIT
I - INITIATE ACTION
C - CREATES TEAM SPIRIT
E - EFFECTIVE UTILIZATION OF RESOURCES

17. COORDINATION
COORDINATION IS THE INTEGRATION AND SYNCHRONIZATION OF THE
EFFORTS OF A GROUP SO AS TO PRO- VIDE UNITY OF ACTION FOR
ORGANIZATIONAL GOALS. IT IS A HIDDEN FORCE WHICH BINDS ALL OTHER
FUNCTIONS OF MANAGEMENT.

18. IMPORTANCE
A- ACHIEVE ORGANIZATIONAL OBJECTIVES
I- IMPROVE RELATION
M- MAINTAIN GOODWILL
S – SPECIALIZATION
G- GIVE PROPER DIRECTION
O- OPTIMUM UTILIZATION OF RESOURCES
F- FACILITATE MOTIVATION
U- UNITY OF DIRECTION
E- ENCOURAGE TEAM SPIRIT
L- LEADS HIGHER EFFICIENCY

19. IMPORTANCE
F- FACILITATES COORDINATION
A- ACCURACY OF STANDARDS
M- MAKING EFFECTIVE USE OF RESOURCES
E- ENSURES ORDER AND DISCIPLINE
F- FULFILLING GOALS OF ORGANISATION
A- ACT AS A GUIDE
M- MOTIVATES EMPLOYEES
E- ENSURE ORGANISATION EFFICIENCY

20. CONTROLLING
CONTROLLING IS A FUNCTION OF COMPARING THE ACTUAL PERFORMANCE
WITH THE PREDETERMINED STANDARD PERFORMANCE.
IT ENSURES EFFECTIVE AND EFFICIENT UTILIZATION OF RESOURCES.

21. ENTREPRENURSHIP
DEVELOPMENT
CHAPTER 3

22. START-UP INDIA
START-UP INDIA IS AN INITIATIVE OF THE GOVERNMENT OF INDIA. IT WAS LAUNCHED IN 2016.
IT AIMS AT BUILDING AN ECOSYSTEM WHICH WILL NURTURE START-UPS IN THE COUNTRY.
TO BRING SUSTAINABLE ECONOMIC GROWTH AND LARGE SCALE EMPLOYMENT OPPORTUNITIES
CAN BE GENERATED.
A START-UP IS DEFINED AS AN ENTITY HAVING ITS HEADQUARTER IN INDIA, WHICH WAS
OPENED with AN ANNUAL TURNOVER OF LESS THAN RS.100 CRORES.
THE I:MADE PROGRAM, TO HELP INDIAN ENTREPRENEURS TO BUILD 10 LAKH MOBILE APP
START-UPS.
THE MUDRA BANK'S SCHEME (PRADHAN MANTRI MUDRA YOJANA) IS AN INITIATIVE BY
INDIAN GOVERNMENT WHICH AIMS TO PROVIDE MICRO-FINANCE, LOW-INTEREST RATE
LOANS TO ENTREPRENEURS FROM LOW SOCIO-ECONOMIC BACKGROUNDS.

23. OBJECTIVES OF START UPS
• RS.10,000 CRORE STARTUPFUNDING POOL.
• REDUCTION IN PATENT REGISTRATIONFEES.
• IMPROVED BANKRUPTCYCODE,TO ENSUREA90 DAYS EXITWINDOW.
• FREEDOM FROM MYSTIFYING INSPECTIONS FOR FIRST 3 YEARS OF OPERATION.
• FREEDOM FROM CAPITALGAIN TAX FOR FIRST 3 YEARS OF OPERATION.
• FREEDOM FROM TAX FOR FIRST 3YEARS OFOPERATION.
• SELF-GLORIFICATION COMPLIANCE.
• TOTARGET5LAKHSCHOOLS,ANDINVOLVE10LAKHCHILDRENIN.INNOVATION-RELATED
PROGRAMS.
• ENCOURAGE ENTREPRENEURSHIPWITHINTHE COUNTRY.
• PROMOTE INDIAACROSS THE WORLDASASTART-UPHUB.
• BUILT STARTUPOASISAS RAJASTHAN INCUBATION CENTER

24. START UP INDIAACTION PLAN
THE GOVERNMENT OF INDIA HAS ANNOUNCED START UP INDIA ACTION PLAN THAT
FOCUSES ON THE FOLLOWING AREAS:
1) SIMPLIFICATION &HANDHOLDING:HERE,COMPLIANCEPROCEDURESFOR START-UPS WILLBE
MADE EASY. SIMILARLY, IF NECESSARY, WINDING UP WILL ALSO BE ALLOWED ON FAST TRACK
BASIS.
2) FUNDING SUPPORT & INCENTIVES: GOVERNMENT WILL PARTICIPATE IN FUNDING PROCESS
INDIRECTLY AS WELL AS TAX EXEMPTIONS WILL BE ALLOWED IN CAPITAL GAIN, INCOME TAX
ETC.
3) INDUSTRY - ACADEMIAPARTNERSHIP& INCUBATION: UNDER THIS INITIATIVE, GOVERNMENT
IS PROPOSING TO INTRODUCE STARTUPFESTS, TO PROVIDE PRE - INCUBATION TRAINING, TO SET
UP INCUBATORS WITH THE HELP OF PRIVATE SECTOR, TO LAUNCH INNOVATION FOCUSED
PROGRAMS FOR STUDENTSAND SO ON.

25. OBJECTIVES OF THE STAND-UP INDIA SCHEME
THE OBJECTIVE OF THE STAND-UP INDIA SCHEME IS TO FACILITATE BANK
LOANS BETWEEN RS.10 LAKH AND RS.1 CRORE TO AT LEAST ONE SCHEDULED
CASTE (SC) OR SCHEDULED TRIBE (ST) BORROWER
AT LEAST ONE WOMAN BORROWER PER BANK BRANCH FOR SETTING UP A
GREENFIELD ENTERPRISE. THIS ENTERPRISE MAY BE IN MANUFACTURING,
SERVICES OR THE TRADING SECTOR.
IN CASE OF NONINDIVIDUAL ENTERPRISES AT LEAST 51 % OF THE
SHAREHOLDING AND CONTROLLING STAKE SHOULD BE HELD BY EITHER AN
SC/ST OR WOMAN ENTREPRENEUR.

26. ELIGIBILITY
1) SC/STAND/OR WOMAN ENTREPRENEURS, ABOVE 18 YEARS OF AGE.
2) LOANS UNDER THE SCHEME ARE AVAILABLE FOR ONLY GREEN FIELD
PROJECT.
GREEN FIELD SIGNIFIES, THE FIRST TIME VENTURE OF THE
BENEFICIARY IN THE MANUFACTURING OR SERVICES OR TRADING
SECTOR.
IN CASE OF NON-INDIVIDUAL ENTERPRISES, 51% OF THE
SHAREHOLDING AND CONTROLLING STAKE SHOULD BE HELD BY
EITHER SC/ST AND/OR WOMEN ENTREPRENEUR.

27. ABOUT STAND-UP INDIA SCHEME
NATURE OF LOAN:
COMPOSITE LOAN (INCLUSIVE OF TERM LOAN AND WORKING CAPITAL) BETWEEN
RS.10 LAKH AND UPTO RS. 1 CRORE LAKH.
PURPOSE OF LOAN:
FOR SETTING UPA NEW ENTERPRISE IN MANUFACTURING, TRADING OR SERVICES
SECTOR BY SC/ST/WOMEN ENTREPRENEUR.
SIZE OF LOAN:
COMPOSITE LOAN OF 75% OF THE PROJECT COST INCLUSIVE OF TERM LOAN AND
WORKING CAPITAL. HOWEVER, IT WILL NOT BE APPLICABLE IF THE BORROWER'S
CONTRIBUTION ALONG WITH CONVERGENCE SUPPORT FROM ANY OTHER SCHEME
EXCEEDS 25% OF THE PROJECT COST.

28. ABOUT STAND-UP INDIA SCHEME
INTEREST RATE:
THE RATE OF INTEREST WOULD BE LOWEST APPLICABLE RATE OF THE BANK FOR THAT
CATEGORY (RATING CATEGORY) NOT TO EXCEED (BASE RATE (MCLR) + 3%+ TENOR PREMIUM).
SECURITY:
BESIDES PRIMARY SECURITY, THE LOAN MAY BE SECURED BY COLLATERAL SECURITY OR
GUARANTEE OF CREDIT GUARANTEE FUND SCHEME FOR STAND-UP INDIA LOANS (CGFSIL) AS
DECIDED BY THE BANKS.
REPAYMENT:
THE LOAN IS REPAYABLE IN 7 YEARS WITH A MAXIMUM MORATORIUM PERIOD OF 18 MONTHS.

29. ABOUT STAND-UP INDIA SCHEME
WORKING CAPITAL:
FOR WITHDRAWAL OF WORKING CAPITAL UPTO 10 LAKH, THE SAME MAY BE SANCTIONED BY
WAY OF OVERDRAFT. RUPAY DEBIT CARD TO BE ISSUED FOR CONVENIENCE OF THE
BORROWER. WORKING CAPITAL LIMIT ABOVE 10 LAKH TO BE SANCTIONED BY WAY OF CASH
CREDIT LIMIT.
MARGIN MONEY:
THE SCHEME ENVISAGES 25% MARGIN MONEY WHICH CAN BE PROVIDED IN
CONVERGENCE WITH ELIGIBLE CENTRAL/STATE SCHEMES.

30. AGRO TOURISM (RURAL TOURISM):
NEW APPROACH TOWARDS
ENTREPRENEURSHIP
AGRO TOURISM OFFERS TOURISTS A CHANCE TO RECONNECT WITH THE LAND AND PROVIDES A "HANDS
ON EXPERIENCE" WITH LOCAL FOODS. AGRITOURISM ACTIVITIES INCLUDE PICKING FRUITS, TENDING
BEES, MILKING COWS AND OTHER EDUCATIONAL PURSUITS.
AGRITOURISM FOCUSES ON TRAVEL THAT IS EMPOWERING TO LOCAL COMMUNITIES, BOTH
SOCIALLY AND ECONOMICALLY.
DEFINITION:
AGRITOURISM IS "A COMMERCIAL ENTERPRISE AT A WORKING FARM, RANCH, OR AGRICULTURAL PLANT
CONDUCTED FOR THE ENJOYMENT OF VISITORS THAT GENERATES SUPPLEMENT INCOME FOR THE OWNER."

31. ACTIVITIES IN AGRO TOURISM:
AGRITOURISM AND NATURE-TOURISM ENTERPRISES MIGHT INCLUDE:
• OUTDOOR RECREATION (TREKKING, FISHING, HUNTING,WILDLIFE STUDY,
HORSEBACK RIDING).
• EDUCATIONALEXPERIENCES(FARMINGEXPERIENCESLIKERICEPLANTATION,
COOKING EXPERIENCEON CHULHA).
• ENTERTAINMENT (HARVESTFESTIVALS LIKE 'HURDAPARTY' IN MAHARASHTRA).
• HOSPITALITYSERVICES (FARM STAYS, GUIDED TOURS OR OUTFITTER SERVICES).
• ON-FARM DIRECT SALES (U-PICK OPERATIONS OR ROADSIDE STANDS).

32. BUSINESS SERVICES
CHAPTER 4

33. BANKS
Central Bank

34. FUNCTIONS OF BANKS

35. PRINCIPLES OF INSURANCE
UTMOST GOOD
FAITH
INSURABLE
INTEREST
INDEMINITY SUBROGATION
CONTRIBUTION
CAUSA
PROXIMA
MITIGATION OF
LOSS

36. WAREHOUSING

37. 4P’s

38. Marketing Mix and 4P

39. Extended- Marketing Mix

40. Product
 Product refers to the goods and services offered by
the organization. A pair of shoes, a plate of rice, a
lipstick, all are products. All these are purchased
because they satisfy one or more of our needs.
 So, in simple words, product can be described as a
bundle of benefits which a marketer offers to the
consumer for a price.
 Example: While buying a pair of shoes, we are
actually buying comfort for our feet.

41. Product
 The range of products offered by an organization is
called the product mix.
 Motor car manufacturer- cheap, basic family
runabouts, medium prices family saloons, estate
cars, executive saloons, and sports cars.
 Within most of these product lines, various refinement can be offered
e.g. two door and four door function of the family saloons, variations in
the engine size and of course a range ofcolors.

42. Product
 It is important to note that people generally want to
acquire the benefits of the product, rather than its
features.
 For example for buying a motor car a person is
buying such thing as luxury or speed or economy or
status.
 The facts that these benefits are achieved by
differences in engine size suspension design or
paintwork is really of secondary interest.

43. Product life cycle
 PLC: Various studies have shown that as the
time goes product passes though a series of
stages. The product life cycle is the combination
of these stages form the time they are
introduced until the time they are withdrawn.

44. Product life cycle

45. Price
Price is the amount charged for a product or service. It is
the second most important element in the marketing mix.
Fixing the price of the product is a tricky job. The factors
have to kept in mind while pricing a product are:
 like demand for a product,
 cost involved,
 consumer’s ability to pay,
 prices charged by competitors for similar products,
government restrictions etc.

46. Price
 The activities of competitors have an important bearing
on pricing decision.
 The most obvious example is when a competitor’s raises
or lowers his prices. If your product can offer no
particular advantages over his, then if he drops his price,
you will have to follow suit.

47. Place
PLACE IS ALSO KNOWN AS DISTRIBUTION CHANNEL.
PLACEMENT OR DISTRIBUTION IS A VERY IMPORTANT
PART OF THE MARKETING.
BUSINESSMAN NEEDS TO MAKE THE PRODUCT
AVAILABLE TO POTENTIAL CUSTOMER AT THE RIGHT
PLACE TOO.
BUSINESS NEEDS TO DISTRIBUTE THE PRODUCT IN A
PLACE THAT IS ACCESSIBLE TO POTENTIAL BUYERS.
1. IT COVERS
2. LOCATION,
3. DISTRIBUTION AND
4. WAYS OF DELIVERING THE PRODUCT TO THE
CUSTOMER.

48. Place-Channel of distribution
Most common channels of distribution are given below:

49. Market Segmentation

50. Promotion
Promotion is done through means of personal selling,
advertising, publicity and sales promotion.
It is done mainly with a view to provide information
to about the prospective consumers availability,
characteristics and uses of a product.

51. Promotion-Advertising
Advertising is the process of communication persuasive
information about the product to target market by means of the
written and spoken word, and by visual material.
There are five principal media of advertising as follows:
 The press- newspaper, magazines, journals etc.
 Commercial Television
 Direct mail
 Commercial radio
 Outdoor- hoardings, transport advertisements etc.

52. Promotion-Advertising
The aim of the adverting is given below:
 Increase customer familiarity with a product
 Inform customers about specific features of a product
 Inform the customers about the key benefits of a
product
 Establish the creditability of a product
 Encourage potential customers to buy the product
 Maintain loyalty of existing customers

53. Promotion- Personal Selling
 Personal Selling: Personal selling is the promotion
activity consists of face to face meeting between the
buyer and seller or his repetitive.
 Advertising creates the interest and the desire, but
personal selling clinches the deal. Personal selling is the
most expensive from of promotion.

54. Promotion- Sales promotion
Sales promotion activities are a form of indirect advertising designed to stimulate
sales mainly by the use of incentives.
E X A M P L E S :
Customer oriented:
 Free samples
 Twin pack bargains
 Temporary price reductions
Trade oriented:
 Special discounts
 Bonuses/ prizes for sales representatives
 Provision of display material

55. PEOPLE
 PEOPLE COMPRISE OF ALL THE HUMAN BEINGS THAT
PLAY AN ACTIVE ROLE IN OFFERING THE PRODUCT OR
SERVICE TO THE CUSTOMER.
 THE PEOPLE INCLUDE EMPLOYEES WHO HELP TO
DELIVER SERVICES TO THE CUSTOMER.
 RIGHT PEOPLE AT RIGHT PLACE ADD VALUE TO THE
BUSINESS. FOR THE SUCCESS OF THE BUSINESS, IT IS
NECESSARY TO RECRUIT RIGHT PEOPLE, TRAIN THEM,
DEVELOP THEIR SKILLAND RETAIN THEM.

56. PROCESS
 PROCESS REFERS TO THE STEPS INVOLVED IN
DELIVERING PRODUCTS AND SERVICES TO THE
CUSTOMER.
 GOOD PROCESS HELPS TO ENSURE SAME
STANDARD OF SERVICE TO THE CUSTOMER AS
WELL AS SAVE TIME AND MONEY BY INCREASING
EFFICIENCY.
 ADVANCEMENT OF TECHNOLOGY HELPS
BUSINESSES IN EFFECTIVE MONITORING OF THE
PROCESS OF THE BUSINESS AND TAKE
CORRECTIVE ACTION WHEREVER IS NECESSARY.

57. PHYSICAL ENVIRONMENT
 PHYSICAL ENVIRONMENT REFERS TO THE MARKETING
ENVIRONMENT WHEREIN THE INTERACTION BETWEEN
CUSTOMER AND FIRM TAKES PLACE.
 IN THE SERVICE MARKET, THE PHYSICAL EVIDENCE IS
IMPORTANT TO ENSURE THAT THE SERVICE IS
SUCCESSFULLY DELIVERED. THROUGH PHYSICAL
EVIDENCE CUSTOMERS KNOW THE BRAND LEADERS IN
THE MARKET.
 PHYSICAL EVIDENCE AFFECTS THE CUSTOMER'S
SATISFACTION. IT INCLUDES LOCATION, LAYOUT,
INTERIOR DESIGN, PACKAGING, BRANDING, DRESS OF
THE STAFF AND HOW THEY ACT, WAITING AREA ETC.

58. 4P’s

59. Marketing Mix and 4P

60. Extended- Marketing Mix

61. Product
 Product refers to the goods and services offered by
the organization. A pair of shoes, a plate of rice, a
lipstick, all are products. All these are purchased
because they satisfy one or more of our needs.
 So, in simple words, product can be described as a
bundle of benefits which a marketer offers to the
consumer for a price.
 Example: While buying a pair of shoes, we are
actually buying comfort for our feet.

62. Product
 The range of products offered by an organization is
called the product mix.
 Motor car manufacturer- cheap, basic family
runabouts, medium prices family saloons, estate
cars, executive saloons, and sports cars.
 Within most of these product lines, various refinement can be offered
e.g. two door and four door function of the family saloons, variations in
the engine size and of course a range ofcolors.

63. Product
 It is important to note that people generally want to
acquire the benefits of the product, rather than its
features.
 For example for buying a motor car a person is
buying such thing as luxury or speed or economy or
status.
 The facts that these benefits are achieved by
differences in engine size suspension design or
paintwork is really of secondary interest.

64. Product life cycle
 PLC: Various studies have shown that as the
time goes product passes though a series of
stages. The product life cycle is the combination
of these stages form the time they are
introduced until the time they are withdrawn.

65. Product life cycle

66. Price
Price is the amount charged for a product or service. It is
the second most important element in the marketing mix.
Fixing the price of the product is a tricky job. The factors
have to kept in mind while pricing a product are:
 like demand for a product,
 cost involved,
 consumer’s ability to pay,
 prices charged by competitors for similar products,
government restrictions etc.

67. Price
 The activities of competitors have an important bearing
on pricing decision.
 The most obvious example is when a competitor’s raises
or lowers his prices. If your product can offer no
particular advantages over his, then if he drops his price,
you will have to follow suit.

68. Place
PLACE IS ALSO KNOWN AS DISTRIBUTION CHANNEL.
PLACEMENT OR DISTRIBUTION IS A VERY IMPORTANT
PART OF THE MARKETING.
BUSINESSMAN NEEDS TO MAKE THE PRODUCT
AVAILABLE TO POTENTIAL CUSTOMER AT THE RIGHT
PLACE TOO.
BUSINESS NEEDS TO DISTRIBUTE THE PRODUCT IN A
PLACE THAT IS ACCESSIBLE TO POTENTIAL BUYERS.
1. IT COVERS
2. LOCATION,
3. DISTRIBUTION AND
4. WAYS OF DELIVERING THE PRODUCT TO THE
CUSTOMER.

69. Place-Channel of distribution
Most common channels of distribution are given below:

70. Market Segmentation

71. Promotion
Promotion is done through means of personal selling,
advertising, publicity and sales promotion.
It is done mainly with a view to provide information
to about the prospective consumers availability,
characteristics and uses of a product.

72. Promotion-Advertising
Advertising is the process of communication persuasive
information about the product to target market by means of the
written and spoken word, and by visual material.
There are five principal media of advertising as follows:
 The press- newspaper, magazines, journals etc.
 Commercial Television
 Direct mail
 Commercial radio
 Outdoor- hoardings, transport advertisements etc.

73. Promotion-Advertising
The aim of the adverting is given below:
 Increase customer familiarity with a product
 Inform customers about specific features of a product
 Inform the customers about the key benefits of a
product
 Establish the creditability of a product
 Encourage potential customers to buy the product
 Maintain loyalty of existing customers

74. Promotion- Personal Selling
 Personal Selling: Personal selling is the promotion
activity consists of face to face meeting between the
buyer and seller or his repetitive.
 Advertising creates the interest and the desire, but
personal selling clinches the deal. Personal selling is the
most expensive from of promotion.

75. Promotion- Sales promotion
Sales promotion activities are a form of indirect advertising designed to stimulate
sales mainly by the use of incentives.
E X A M P L E S :
Customer oriented:
 Free samples
 Twin pack bargains
 Temporary price reductions
Trade oriented:
 Special discounts
 Bonuses/ prizes for sales representatives
 Provision of display material

76. PEOPLE
PEOPLE COMPRISE OF ALL THE HUMAN BEINGS THAT PLAY
AN ACTIVE ROLE IN OFFERING THE PRODUCT OR SERVICE
TO THE CUSTOMER.
THE PEOPLE INCLUDE EMPLOYEES WHO HELP TO DELIVER
SERVICES TO THE CUSTOMER.
RIGHT PEOPLE AT RIGHT PLACE ADD VALUE TO THE
BUSINESS. FOR THE SUCCESS OF THE BUSINESS, IT IS
NECESSARY TO RECRUIT RIGHT PEOPLE, TRAIN THEM,
DEVELOP THEIR SKILLAND RETAIN THEM.

77. PROCESS
PROCESS REFERS TO THE STEPS INVOLVED IN
DELIVERING PRODUCTS AND SERVICES TO THE
CUSTOMER.
GOOD PROCESS HELPS TO ENSURE SAME STANDARD
OF SERVICE TO THE CUSTOMER AS WELLAS SAVE
TIME AND MONEY BY INCREASING EFFICIENCY.
ADVANCEMENT OF TECHNOLOGY HELPS BUSINESSES
IN EFFECTIVE MONITORING OF THE PROCESS OF THE
BUSINESS AND TAKE CORRECTIVE ACTION
WHEREVER IS NECESSARY.

78. PHYSICAL ENVIRONMENT
PHYSICAL ENVIRONMENT REFERS TO THE MARKETING
ENVIRONMENT WHEREIN THE INTERACTION BETWEEN
CUSTOMER AND FIRM TAKES PLACE.
IN THE SERVICE MARKET, THE PHYSICAL EVIDENCE IS
IMPORTANT TO ENSURE THAT THE SERVICE IS
SUCCESSFULLY DELIVERED. THROUGH PHYSICAL
EVIDENCE CUSTOMERS KNOW THE BRAND LEADERS IN
THE MARKET.
PHYSICAL EVIDENCE AFFECTS THE CUSTOMER'S
SATISFACTION. IT INCLUDES LOCATION, LAYOUT,
INTERIOR DESIGN, PACKAGING, BRANDING, DRESS OF
THE STAFF AND HOW THEY ACT, WAITING AREA ETC.