QUALITY OF MANAGER

Basic Roles Of Managers And Entrepreneurs Function And Levels Of Managers Management involves the determined of objectives and putting them into action. Toquote McFarland Management is that process by which managers create, direct, maintane and operate purposive organizations thought systematic, coordinated and cooperative human effort. This definition gives us a good idea about what the managers do; through it does not lay down the exact nomenclatures of the various function of management. Function Of Managers a) b) c) Planning Organizing Staffing

Directing (a) Communications (b) Leadership

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(c) Motivation Controlling a) Establishment of Standards b) Measurement of performance c) Appraisal of performance d) Talking Corrective Levels of Management a) Top Level Management b) Middle Level Management c) Supervisory or Lower Level Basic Managerial Roles a) Interpersonal Roles b) Information Roles c) Decisional Roles

Qualities of a Successful Entrepreneur / Manager

The old concept of entrepreneur has undergone a drastic change during the last two decades because of changes in the economic, social and political environment of business. In order to be successful I the present day world, an entrepreneur is should possess the following qualities:

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Wide Knowledge: An entrepreneur must have wide knowledge of the economic and non-economic environment of business. He must be conversant absence of wide knowledge; the decisions taken by him will be poor and will not contribute to the well being of his business in the long run. Foresight Business is a full of risk and uncertainties. In order to deal with various kinds of risk and uncertainties efficiently the

entrepreneur should be intelligent and have foresightedness to make good forecasts for the business. The quality of forecasting will determine the quality of business planning .All other action of the businessman will be futile if his planning lacks imagination and foresightedness. Thus the entrepreneur must have the ability to perceive threats and opportunities in the environments. Open Mind An entrepreneur must have an open mind .He must possess a dynamic outlook so that he is quick in taking decisions on various problem of the business. He must always be prepared to take initiative whenever influences in success of the business to a great extent. Adaptability The entrepreneur knows how to change with the change circumstances. He can adapt himself to the new environment .he does not put resistance to change. He keeps an eye on new development in technology and marketing.

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Business Morality and Social Responsibility A good businessman does not indulge in unethical business practices. He is honest towards consumers , works, suppliers, Government and Society .He works sincerely to satisfy certain demands of the society and to raise the standard of living of the people. He is not temped by unfair trade practices to maximize his profit. He understands his social obligations and takes step to perform these obligations. Dependability the behavior of the entrepreneur should be

consistent .he should take firm decisions based on sound principals. He should create confidence among works, suppliers and consumers. If a businessman is dependable the various groups of the society dealing with him will cooperate with him and allow him to expand the scale of operations of his business.

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Innovative A businessman should have aptitude for innovation and research for the benefit of the society .He should increase the utility of his products from the point of viewer of the society .He should help the people to derive greater from his products. Self Confidence An entrepreneur should have self-confidence is created only if the entrepreneur is honest and dependable and has the capacity to take initiative. He should not lose heart if he does not achieve success in a particular. Business Connections And Goodwill The success of a business depends to a great extent on its connection with other business undertakings and its goodwill in the market. The entrepreneur should try to build up the reputation of his business and keep good relation with other business enterprises. He should be co-operative in nature if he expects other to co-operate with him. Leadership Qualities An entrepreneur must possess they minimum qualities required of a good leader. He should have self-discipline, Presence of mind since of justice, honor and dignity , and above all a high moral character. He should have constructive imagination and ability to take quick decisions.

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COMMUNICATION SKILL
Many of the barriers to effective communication can be reduced by the managers by acquiring communication skill. Experience has shown that communication skill can be learnt thought it takes quit long to learnt and perfect such skill. The significant communication skill include. (i) (ii) (iii) 1Speaking Skill Listening Skill Feed back skill

Speaking Skill 28

For developing speaking skill. The following considerations should be kept in mind: 1) Speak in the language which the listening can understand

clarify .for exp you might be a good orator but if your speech is not understand by those to whom it is addressed you have wasted your time and energy. 2) As in written clarify is essential to effective speaking clarify

means simplicity and audibility. 3) Expression is face if the to speaker can work voice, wonders. expression Since and

speaking

face

pleasant

mannerism of the speaker can hold listings attention .These qualities In a speaker are helpful in building good will with the

4) 5)

employers, costumers and others. The person initiating the massage must organize his

thoughts carefully speaking without a preparation is like speaking in the air. 2. Listening Skill Listing is the important a component of effective communication as speaking .Yet people fails to listen ad equality and it is a major cause of failure in communication. Some of the useful tips to effective speaker are given below

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i) ii)

Maintain comfortable eye contact with the speaker Silence is key to good listening, avoid meaning chatting

it may disturb the speaker. iii) Do not disturb the speaker by yawing whispering closing

or cooking board. iv) v) Be emotionally stable. Keep an open mind for effective listening z positive

attitude is important. vi) Create warm, respectful and congenial almost that

encourages the speaker to expound fully. Feedback Skill Feedback is return response of the receiver to the sanding about the massage transmitted to him by the sending .It is vital for effective communication. Feedback help to keep communication open and freeflowing for providing effective feedback, the following guide lines should be followed: 1Intention

It should be directed towards improvement in terms of performance, behavior etc. 2Specificity

Effective feedback should provide recipient with specific information so as to facilitate correction or remedial action.

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3-

Description Useful feedback is descriptive not evocative. Evaluative feedback

would tend to be prescriptive and may should belittling to the native. 4Usefulness When the feedback takes into consideration the needs of both reviver and the giver of the feedback its usefulness in increased. 5Timeliness Feedback should be well timed taking into account the receivers readiness to accept it.

6-

Receptivity The purpose of giving feedback will be defeated for him to receiver frame of mind makes it difficult for him to receive the feedback and benefit from it.

7-

Clarity Effective feedback should be such as could be understand clearly bt the receiver .Ambiguous feedback will leave the receiver confused and the process of communication will in no way be effective.

8-

Openness The readiness with which the receiver solicits the feedback so as to benefit from it and the freedom the giver of feedback enjoys in giving his reactions together decide the quality and end-use of the

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feedback .Feedback when given and taken I a climate of openness is at its best and it is a hallmark of effective communication.

Meaning Of Communication
Communication is the process exchange facts,ideas,emotion and opinions as a mean that individuals or organization show meaning and under standing with one-another. Communication is the process of sending and receiving

message from one another by the verbal , non verbal or written way. Communication in a process of involving sorting selecting and sending of symbols in such as a way as to help the listing perceive and create in his own mind and meaning contained in the listing , the transfer of in formation and thousand of potential stimuli . Types of Communication

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There are three types of communication;1 Verbal 2 Nonverbal 3 Written

1 Verbal or Oral Communication Oral communication is the communication under which the sender and receiver exchange their message orally. Verbal or oral communication is very important factor for communication skill. There are number of factor which effect oral communication .Such as conversation style of speaker, language, medium , temperament of the receiver and speaker of audience etc. Importance 1) Oral communication is useful for time saving 2) It reduce the cost 3) Easy to understanding 4) Effective Co-Ordination 5) Durability 6) Occurred 7) Proper control and supervision. Element of oral Communication 1) Interview 2) Speech 3) Sales presentation 4) Sales meeting seminar

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5) Fair and fared shows 6) Remarketing 7) Incentive programs 2- Non verbal Communication The Communication under which the sender and reciver exchange their ideas and emotions by symbolically. The signals of the road, pictures, maps, cartons etc under non verbal communication

Importance 1) Helpful in saving 2) Less reduce the cost 3) Accuracy 4) Understanding by symbols 5) Written Communication Written communication is the communication under which the sender and the receiver exchange their message I written way. Importance 1) Proof of information 2) Accuracy the

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3) Clearness 4) Prof of future reference 5) Awareness of information

Key Stages in Communication

Receiver Sender

Conceive the Message

Feed Back

Encoding the massage

Interpret the Message

Select Appropriate

Decode the message

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Communication skill is the shill under which a leader or manager communication as will to the receiver or employer. Communication skill in the skill of a individual under which a leader or manager communicate listening or employer I n the best way. There are some factors which one responsible for communication skill Learning Leadership

Elements in the Communication Process

Sender

Encoding

Message

Decoding

Receiver

Noise

Feedback

Response

Component of Effective Communication

Short Simple and

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Effective Communication:

Feed Back Conviction and Confidence Enthusiasm Respect

Short and simple: The communication for effective performance should be short and simple. So that every listener can understand easily and also can give answer perfectly . Feedback If the communication will be short and simply , the right and accurate feedback may come. Conviction and Confidence: The communication should be made very confidently. Enthusiasm The better and effective communication should be communicate very enthusiastic should be no habitation the time of communication.

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Respect At the time of communication dont use harsh words and also should given respect to everyone.

Barriers of Communication
There are many and misunderstanding in the organization by creating bottleneck delays and distortions of the informations:manage manage Distarted

Barriers to

Blocked

Reciever

Sender
Manage

Communication

Filtered

1. Complex Organization Structure: The organizational structure of most of the enterprises today is complex involving larger of supervision ,long communication lines complex relationship of

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lines and staff and longer organization distance of workers from management. 2. Barriers related to difference in the status and position : There are wide gap between social and economic status of members of the organization and in their education, experience , background authority and powers which are created barriers in transmission of information. 3. Protective Screening: It is a great distorter of facts and is caused by difference in position and authority .A subordinate is likely to tell his superior what he likes to hear and will am if or soften what is unpleasant . To safe guard his interest he will also like to hide his weakness. 4. Barriers of Language: Language is the great barrier between communications. People of different places can not easily understand the language of every place. 5. Emotional and Psychological Barriers : Communication is also retorted when proper physical facility of communication is not provide in the organization. Leech of unstable environment. Obscene of inversion system defective public announcement system of interior system defective public announcement system, very little

opportutaities of meeting. conferences social and cultural gathering are

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some of the illustrations of lock of organization which result in deled and retarded communication. on the part of subordinations:Distorting

6) Barriers

delaying or distorting information are feature on the part of sub-ordinate to avoided punitive action or wrath of the boy, lack of positive incentive for communication latch of

communication ability pressure of work ,ignorance of facts fear of facing superior , protective screening etc are the cause of bemires of communication .

PERSONALITY DEVELOPMENT

1. KNOW YOURSELF 2. A POSITIVE SELF IMAGE 3. AIMING AT EXCELLENCE 4. IMPROVING YOUR MEMORY 5. IMPROVING YOUR MEMORY FURTHUR 6. YOU CAN MAKE THE DIFFERENCE

WHAT IS PERSONALITY?

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Personality can be used as a universal term that encompasses all the psychological, intellectual, emotional, and physical characteristics of an individual, especially as they are presented to other people. We say that someone has a "big personality" or "no personality", or a "sports personality". Personality is reflected in our behaviour. When we act out of character we often say " It just wasn't like me", "I wasn't myself". This reflects a key point about your personality - it's a relatively stable and permanent aspect of you as a person. You may have mood swings, be up or down according to specific circumstances. But, your basic personality underlies these changes.

Personality profiles The 5 main dimensions of personality It is generally recognized that personality can be described by reference to 5 key dimensions or global factors. Most of us lie somewhere between the two extremes for each global factor listed below. 1. Extroversion (Extroversion v Introversion) Extroverts are outgoing, warm individuals who enjoy company. They are lively, fun-loving and are often quite open about themselves. They are group-oriented people who naturally join in with others. An

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introvert is someone who is self-sufficient and prefers his or her own company. Introverts are generally careful, serious and self-reliant. 2. Anxiety (Anxious v Confident) Anxious people worry a lot and are often tense. They are also impatient people with a lot of nervous energy. They can also be very shrewd and hard to fool. On the other hand, the confident person is calm in the face of adversity, meets challenges easily, and exudes selfassurance. A high degree of stability is also accompanied by a resilient, even placid manner, which can sometimes be too trusting and relaxed.

3. Tough-mindedness (Objective v Subjective) Tough-minded people are unsentimental and look at things objectively. The opposite is the tender-minded person who is more subjective and willing to experiment. 4. Independence (Assertive v Co-operative) Independence is characterized by a dominant, forceful person who is competitive. This means they can also be rather insensitive to other people. Co-operative people are agreeable, preferring to avoid conflict. They are often described as shy. 5. Control (Conscientious v Flexible)

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The conscientious person is self-controlled and dutiful. They are likely to be tidy, organized and have a common sense, practical approach to problem solving. They are also persevering, some might say stubborn. Their friends and work colleagues may describe them as a

perfectionist. At the opposite end, the flexible personality can tolerate untidiness, may ignore protocol and follows an expedient, often imaginative approach to solving problems. Very few people will exhibit the extremes described above. Most of us have a balance between these aspects and would be positioned somewhere in between the two opposing poles.

KNOW YOURSELF The first step towards developing your growing you personality is knowing yourself. No person is the same as another in this world. Each person is unique in his own sense. So you are unique and also amazing. Wonder why? Are you aware that you have over 12 billion brain cells which could look like stars under a microscope? Your brain is the finest precision machine in existence and is far more powerful than the most sophisticated computer ever made. Yet we use just one-tenth of our

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brain power. Are you also aware that your metabolic system works with such clockwork precision that even the most advanced factory system cannot compare with it? You will marvel at the design of the human body In spite of this greatness, many suffer from a poor self- image and an inferiority complex that hampers their personal growth and prevents them from putting best efforts in their spheres of activity. God has all our

made each of us a masterpiece of his creation in spite of

imperfections. While in this age we talk about state-of art technology, God thought of it when he created each of us. So we have every reason to feel great and to achieve great things for ourselves, for others and for God. A POSITIVE SELF IMAGE Our self-image is the complex impression we have about our physical appearance, social rules, personal history and personality traits; and it matters a lot. The image we have of ourselves is an important factor in the development of our skills and our personality, in the maintenance of our emotional health and in the sheer enjoyment of life! Those with a negative self-image tend to: Lack self-confidence. Feel insecure, sceptical and fearful. Accept being ignored, hurt and rebuffed.

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Have no pride in their achievements. Feel embarrassed by compliments.

Those with a positive self-image tend to: Accept themselves as they are. Accept others as they are. Feel secure and confident. Have reasonable pride in themselves and their achievements. Accept compliments gracefully.

The famous psychologist and author of the book, Games People Play, late Dr Eric Berne, exploded the attitudes of people toward themselves and others. Through research and observation, he identified 4 attitudes to life:

1. Im not O.K., youre not O.K.(The Sulk) Such a person Is an introvert and cannot accept himself. Suffers from an inferiority complex and gets away from others. Thinks his life is not worth much, so looks for support. Get negative strokes.

2. Im not O.K., youre O.K.(The Loser) Such person Rejects himself, so does not trust himself and others.

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Cannot get along with others, easily gives up. Thinks that life is not worth living, blames the whole world for his problems.

Give and gets negative strokes.

3. Im O.K., youre not O.K.(The Arrogant) Such a person Forcibly asserts self-acceptance. Is bossy and demanding, gets rid of others. Thinks that his life is more important than that of others. Gives negative strokes.

4. Im O.K., youre O.K.(The Winner) Such a person Accepts himself and others as they are. Gets along with others with mutual respect. Thinks that life is worth living. Gives and gets positive strokes.

Here is a 5-point technique of coming to grips with yourself to create a positive self-image. 1. Believe in yourself

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Remember that your unique thumb impression makes you a person uniquely gifted by God with your special talents. So dont compare yourself to others. Compete only with yourself like the great pole-vaulter, Sergei Bubka. 2. Rediscover yourself Know your strengths and build on them; also know your weaknesses and correct them. The only person you can change is yourself. If you dont like the way you are, its time to change. 3. Discover others around you Accept other people as they are because you cannot change them but you can influence them to change only if you change yourself.

4. Focus on success Unfortunately we choose to remember only bad times, hardships and failures. Remember you were born to succeed. Think of your past achievements and the good times youve had with your family and friends. Then put in your efforts in whatever you do.

5. Live and act for what you believe is right

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A lot of people can tell you what to do and what not to do, but nobody can really advise you correctly on ethics. Set your own high personal moral standards and live up to them and you will eventually be respected. Aiming at Excellence Excellence means giving your best effort in whatever you do. Your best efforts are different from another persons best efforts and these cannot be compared because everyone has strengths and weakness. Try guidelines given below: 1. Be ambitious: Think big depending upon your personal

strengths and weaknesses. If you are strong in certain areas, keep it up; if you are weak in certain other areas, get out of the rut by reducing your weaknesses. It is only when you think and aim at something big that you will begin to act and prepare in a manner that will bring you success. Make a small beginning; the old Chinese proverb says that the journey of a thousand miles begins with the first step. 2. Set goals: Setting foals is like aiming at a target. It helps you plan activities that will tale you along the proper road to your destination. Planning is like a bridge that takes you from where you are to where you want to be. If you dont plan where you are

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to reach, then any road will take you somewhere. Once you have set your goals, start early; otherwise you get caught up in the traffic jam of other activities. 3. Dont be afraid of mistakes: There is nobody in this world who can honestly and confidently say that he never makes mistakes. Nobody makes mistakes for fun. All great discoveries and inventions have been made through trial and error. Thomas Alva Edison who invented the electric bulb succeeded after almost 2500 experiments. Mistakes enable us to learn to do things better. 4. Have a positive attitude: Whenever we attempt anything there is a tendency to be alert about the consequences of failure. Why not be alert to the consequences of success also? After all we do get so obsessed with the consequences that we constantly have starting trouble. There is always an element of risk in whatever we do. A tortoise can never move forward and progress without sticking its neck out of the shell. 5. Perseverance is the key: Whenever we dont achieve what we have aimed at, there is a tendency to give up. It is only in very exceptional cases that one reaches the top in the first attempt. When you persevere, never give up; look at failure as lack of success or a temporary setback rather than as a defeat. With this

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attitude, you will motivate yourself to continue with your attempts in whatever you do until you reach excellence. Remember failures are stepping stones to success.

Nurturing Your Creative Power A double decker bus once got stuck under a bridge; the police, fire brigade personnel, architects, engineers and town planners

gathered on the scene and were seriously discussing ways to get the bus out from under the bridge. A little boy riding his tricycle enquired into the matter and was shouted away. When he came to know of the problem, he suggested to all those learned people to simple deflate the tyres! On another occasion, a large statue about 30 feet in height which was carved out of a single rock had to be moved a distance of about 100 kms through hilly terrain. During a brainstorming session, one official mentioned that he thought only of a pregnant cat. Although it seemed funny, nobody laughed. The group watched the

movements of a pregnant cat and subsequently designed the trailer of a truck based on the movement of a pregnant cat, that could hold a heavy statue as well as carry it over 100 kms of winding roads. The exercise was a success.

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Most youngsters today are caught up in academic competitions and are forced to live stereotyped lives revolving around studies, tuitions and special classes. Enjoying life by doing things differently hardly ever matters because of various pressures from all sides. All of us have creative bent, but what matters is how we identify this talent for creativity and make use of it. Here are some suggestions: 1. Be aware : There is so much happening around us that we take things for granted and just tolerate what is going on. It is

2. important to be alert and conscious or else we are merely existing rather than living. 17-year-old Pinky once slipped on a banana skin while walking on the pavement and hurt herself badly. Since then she has been carrying a foldable paper bag whenever she goes out and collects fruit skins from the road and throws them in the nearest garbage bin. It is her contribution to reducing garbage in a small way in a big city like Mumbai. 3. Be curious: Keep on asking questions. Find out why certain events take place and their significance; like the numerous Indian festivals; or why people behave the way they do, which sometimes defies logic and understanding. Albert Einstein had the habit of lying down on the grass and looking up at the sky. His teachers often told him that he would never succeed in life,

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yet he introduced the Theory of Relativity for which he won the Nobel Prize for Physics. 4. Be open to change: The world around us is changing rapidly because new and imaginative ideas are being generated almost everyday in every field. The common refrain once was spare the rod and spoil the child. In those days parents and teachers believed that they had to be strict with children to keep them under control. Today parents and teachers are being encouraged not to dominate children but to treat them as their friends; and instead of controlling their behaviour, it is far better to convince them. Instead of beating our children, it would be far more rewarding to convince them to out point of view, although often it is a test of out patience. 5. Be prepared to learn: Knowledge is not a monopoly of any person or a group of persons. Learning is a lifelong process. At a training programme on Customer Service for a petroleum company in Mumbai, the participants were those who actually fill petrol or diesel into the vehicles and barely a few could read or write. At one of the training sessions, a participant compared the petroleum company to a huge truck with large tyres and tubes, totally costing about Rs 10 lakhs. Thereafter he compared himself and the others to the nozzle inside those tubes costing Rs

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20.00; so he felt that he and the others were insignificant people doing a menial job. As soon as he had finished another participant stated, mere dost, yeh bees rupaye ki nozzle dus lakh ki gaadi ko khada kar saktha hai! ( my friend, this nozzle worth Rs 20.00 can hold up a truck costing Rs 10 lakhs!) How true! Amazingly simple yet fortnight statement an important lesson for all of us. 6. Keep trying: We seem to cultivate a tendency of giving up all efforts after a few tries. In spite of the many odds that we force, patience and perseverance had always been rewarded in the long run. Thomas Alva Edison as pointed out in earlier chapter, failed about 2500 times in the process of creating the light bulb. His associates wanted to give up the effort when he told them, This is not the time to give up, we now know that there are 2500 ways that do not work. Subsequently they succeeded.

How to Build Self-Confidence How did you feel when you first appeared on a stage to act in a play or stood before an audience to give speech at your first elocution competition? How did you feel when you had to appear for your final exams and thereafter wait for your results?

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Youngsters frequently reveal that after they have written their exam paper, they have to repeat the answers to their parents first and then prepare for the next days exam. Parents say that they do so for their mental satisfaction. What a tragedy! As youth you are going through the most exciting but painful phase of growth. You should be vibrating with life and bouncing with energy. Yet in my interactions with youth, I find that they are basically the same almost always and everywhere nervous, anxious, timid and shy because the emotions are same. But above all there is a lack of confidence in themselves to do or try anything that is different. Lets look at some of the reasons for it: 1. Comparison with others: Elders constantly compare their growing children with other saying, If Dilip or Nafeesa can get a rank why cant you? If Frank or Sheila can play musical instruments why cant you? It is high time we realize that such comparisons only discourage people. The next time you are compared to someone else, remember that you may not excel in your God-given talents and outshine anyone else in those talents. 2. Lack of appreciation: When you do something good, nobody remembers; but when you make a mistake, nobody forgets.

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We are well aware that there is nobody who can say that he or she never made a mistake in life. We commit mistakes due to our weaknesses but let us do good with our strength and get due satisfaction. 3. Lack of encouragement: Most youth are reluctant to learn new skills because there is no encouragement from parents and teachers. So they continue with the same activities or even give up some of their activities. If you get opportunities do try to learn new skills, for you never know, they could prove useful to you later on. 4. Jealousy: There are a lot of people who tell you that you cannot do this and cannot do that because they ate frankly jealous of your success. Due to such a negative comments, you feel discouraged and give up even before trying anything. You know very well that you were born to succeed and that success is within your reach, so youve got to keep trying. 5. Criticism: Fear of criticism is a major reason for lack of self-

confidence. Apart from criticism due to failure or not coming up to the mark, there is a greater fear of being reprimanded in the presence of others.

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Since the tongue has no bones, it just rattles along with criticism even when you do well. There are some people who have nothing else to do but to find fault with everyone and everything. Take this up as a challenge and you will find that it gives you that extra energy. If you find that you are one of those persons who is timid and shy, nervous and anxious, surely you do not wish to remain that way. If so, it is time you did something about it. Rest assured that you can yourself the confidence you need and be the kind of person youre really meant to be. Try the following suggestions: A. Rediscover yourself: You know that everyone cannot be good at everything. You should believe that you are a unique person who is gifted with talent in spite of your limitations. That will give you the opportunity to have a proper esteem of yourself. Once you think well of yourself, others will begin to think well of you and you will also think well of others. B. Play your positive tapes: Every action begins with a thought. Whenever you are by yourself, you often think, or hum a tune or recall a past event, or even imagine a future event. In fact you are playing one pre-recorded cassette in your mind. Try playing the tapes of your deepest hopes and desires, the discs of all the

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good things that are happening in your life and ay to yourself I can and I will. C. Develop goals: Goals not only give you a sense of direction, but also help you focus on the results that you wish to achieve and build up in you the enthusiasm you need. Develop goals not merely for your career but also for life. Set up S-M-A-R-T goals and draw up a definite action plan. Thus will you reach your goals without being in a hurry. D. Choose proper friends: The world is full of people who pretend to help you but in fact only help themselves. They use your energy and intelligence for their selfish aims. Beware of such persons. Choose your friends and associates from among those who are a serious as you are about building self-confidence, those who share with you similar interests, hobbies and experiences. E. Follow the 5P method: Before you attempt any activity, first pray to God and seek his inspiration, next plan what you wish to do and achieve, then prepare your matter as best as you can by collecting information from various sources, meeting and

discussing with experts; thereafter practice your matter whether it is elocution, a song, or an exam. If you practice aloud in the presence of someone who understands you, you could improve

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faster by listening to the comments of that person; and finally present what you have planned, prepared and practiced. I have tried this formula time and again and it ha been very useful to me; it increases my confidence whenever I have to deliver a speech or make a presentation. It would surely help you too.

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ATTITUDE
Attitude constitute an important psychological attitude of individuals which shoe their behavior .Schermerhorn have defined attitude as a predis position to respond in a positive or negative way to someone or something in ones enviorments when a person says that he likes or dislikes something an attitude is being expressed. An attitde may be defined as the way a person feeds about something a person a place a commodity a situation or a idea. It express an individuals positive or negative filings about some object. It describes an individuals fulings thought and predisposition to act towards some object in the environment Attitude may be regards as verying in several ways: a) Direction: - Far or against something. b) Degree: - Favorableness .To be natural in attitude is to be indifferent to the object. c) Intensity:- Degree of confidence d) Attitude may also vary in the degree in which the object of the attitude is commen to a number of people or unique to a particular individual. An attitude may be unconsciously held.Most of our attitudes may be those about which we are not clearly aware .Prejudice furnishes a gred

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example .A person can simultaneously hold inconsistent attitude towards the some objective or at least towards aspect which are not clearly discriminated from one another.

Components of Attitude

Feature Of attitude
The following are the important features or characteristics of attitude:a) Attitude affect Behavior: - People have the natural tendency to

maintain consistency between two attitude or attitude and behavior. Attitude can lead to interred behavior if there is no external intervention. b) Attitude are invisible:- Attitude constitute psycho logical phenomenon which can not be directly observed .However we may observe an attitude indirectly through observing its consequences for exp If a person is highly productive .we may infer that he has a positive attitude towards his work. c) Attitude is Acquired Attitude is gradually learnt over a period of tine. The person of learning attitude starts right from childhood and centaurs throughout the life of a person forever In the beginning the family members have a greater impact on the attitude of a child. d)Attitude are Pervasive: -Attitude are formed in the person of socialization ans may relate to anything in the world for exp A person 60

may have positive or negative Attitude towards religion polities, politicians countries and so an.

Attitude and Belief

belief relies what one supposes to be true. If may about anything .A subordinate may believe his superior to be honest. but infect the superior may so may not be honest .The attitude of the subordinate

towards the superior reveals whether be likes or close not like him.

Attitude & Values The values of a person reveal his ideas about e\what is good or bad what is wrong or what is right or undesirable. They reflect .The prefect a normal tone Workers should be honest to their works a statement of value. The honest workers are good is an evaluative statement and revels the attitude of the person towards the honest workers.

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Attitude Formation

Source of Attitude
The central idea running thought the process of attitude formation is that the thought feedings and tendencies to believe to behave are acquired or learned, gradually. But how does one learn them? The attitude is acquired from the following sours: a) Direct personal experience b) Association c) Social learning

Formation OF Attitude
The above are three important ways in which attitude are learnt .But what type of attitude will ultimately develop is dependent on the following features; a) Psychological factor The Psychological make uo of a person is made up of his perceptions .Ideas believe values information etc. It has a circuital role in determine a person attitude. b) Family Factor During childhood a person spends a major part of his time in the family .Thus he learns from the family members who provide him with ready-made attitude on a verify of issue such as education work health religion, polities, economics ,etc.

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c) Social Factor Societies differ in terms of language culture norms, valus, and belief etc, all the which influence a persons attitude for exp people in India in general hold different attitude towards communism then people of China. d) Organization Factor In should be remembered that a worker spend a major part of his life in the institution in which his work. Thus organization factors such as nature of jobs, factory or office layout fellow workers, quality of supervision monetary reward ,associated with the job ,trade unionism informal group, organization polities and practices play an important role is shopping the job attitudes of a person. e) Economic Factor A person attitude towards a host of issues such as pleasure, work,marriage,working women etc is influenced by economic factors, such as his economic status in the society rate of information in the economy government economic polities and the countries economic conditions. f) Political Factor Polities play a crucial role in the administration of a country. Therefore political features such as idiocies of the political parties, political stability and the behavior of the political leaders greatly affect the attitude of the people.

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WHAT IS LEADERSHIP?
What images do you have in mind when you use the word "lead"? How do you see yourself in your future role as a leader? If the position is a prominent one, you will probably be tempted to attach to leadership some of the same features that popular culture attaches to it-glamour, toughness, power, wealth. You will see yourself as respected by your enemies, admired by your friends, and obeyed by your followers. You will, in short, want to savor the benefits of leadership before counting its costs. Leadership is the discipline of exerting special influence within a group to move it toward permanent beneficial goals that fulfill the group's real needs. This has three implications for you as a potential leader. First, leadership is not the same as dominance. You don't force others to do what you want-you motivate them. Second, you operate in the context of a group-a collection of individuals who share certain characteristics or interests and whose cohesion depends on unity of purpose. It is the ability to mobilize unity 64

(often by visualizing goals invisible to others) which sets you apart as the leader. Third, the goals you aim for must be high-quality goals. They must establish changes that are both beneficial and permanent, and enhance the future welfare of the group. The importance of the definition is clear if you remember what

happens to leadership once the restraints have been removed. Let's see the paradox of leadership a taught in the Bible. Nowhere in the N.T do we find any approval for the power concept of leadership. The Lord Jesus is perfectly clear that...whoever desires to become great among you shall be your servant. and whoever of you desires to be first shall be slave of all learning from people around him, no matter their position. To understand the basics of leadership it is necessary to cut through the mass of writings and discussions on the subject. It is important to accept that leadership is a reflection of the leader; in that respect it is entirely personal. The behaviors and conduct of the person who occupies a position of leadership is critical. As Peter Drucker once said, the organization is an extended shadow of the person at the helm. If the person is inadequate the position is not filled with leadership. To

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help the person supply leadership to the position, here is my 8 Point Leadership formulation

Eight point Leadership Listening is Communication; talk if you must but listen much more not just to understand what is being said but also to convey to the other person that you accept him or her as a person, irrespective of what you think of the views being aired; that is the doorway to the free flow of ideas and innovation. Integrity is inspiring; if others see you actually doing what you said you would do, your credibility is established and your moral stature grows; your authority will then flow from acceptance at the deepest level; no hierarchy or rank is then needed to support your leadership. Selflessness above selfishness; putting other people (and the organization) first is the essence of leadership and it is a continuing quest to conquer selfish desires and quell the ego; the smaller the I, the larger is the we and that is the secret of great teamwork. Spot and deploy talent; take great interest in discovering (and nurturing) all the talents and skills (personal and professional) of your team so that you know who is ideally suited for which assignment; a match between capabilities and the assignment (with provision for stretch) is the key to motivating people.

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Clarify the vision; dont assume that everyone in the team understands or knows the direction, target or objective; continually discuss, explain and make reference to where you are going, why and when you expect to get there; this will create deep involvement. Define results and specify standards; specify the exact results expected and when in measurable terms; define the measurement methodology and what is acceptable and what is not; set up clear reporting requirements and train everyone on the system; result orientation will then be a natural result! Courage is the only choice ; grace under pressure and an ironclad commitment to do the right thing under all conditions is the stuff of legend! To choose ethics over rationalizations is a powerful tonic; the entire future of the organization rests on the foundation of courage to be ethically strong. Create a culture of encouragement; criticism, sarcasm, finding fault and laying the blame are the easiest way to corrode loyalty and motivation; encouragement, appreciation and looking for lessons to learn from debacles is the way to remove the fear of failure; elimination of the fear of failure creates the confidence to think and chase big dreams.

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A leader is one who has mastered these 8 criteria to the point of instinctive application in every situation as the following true story tells us.

TIME MANAGEMENT
Time which once goes away never comes back It is very precious. It is very valuable. Therefore they price it and tailors the programs policies and plans to use it to the maximum level .In the opinion of me that for any organization one of the most vital and irreplaceable asset is time. The total work in and organization can be compartmentalized as a) Regular routine work b) Urgent work c) Important work d) Priority work For becoming effective one should develop an approach of utilizing time effectively economically and efficiently. How this can be done? An effective manager receives the work to be accomplished. Perhaps list of activities. In an office the managers task covers meeting, reading, writing, dictation, listening, communicating,

attending, taking decisions, attending to visitors, superiors, and peers sub ordinates and so on. Do not spend time invest it.

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An efficient person user facts skill thought time and imagination. Therefore the essence of time management in knowing the are of delegating and planning the time. Thus if we want to allocate the time. It can be started as below a) Decision on immediate issue b) Delegating time c) Problem solving time d) Correspondence One of the time grabbers of an executor is the in temptation on account of phone calls, visit of out side and drop in from the staff there event and activities take noticeable time. Hence setting the goal to manage the time effectively is indispensable. Since I am a student of MBA so it is my duty to complete my project under MBA course Birla Yamana Ltd which gives me this opportunity to make a project on changing consumer behaviors and role of direct marketing. I know that time is fixed for complete ion this project with forty five days. So how can I finish my work with within predetermined time prospectus? So I planned my work at a schedule time. Planning: Planning not only makes a program sounder but it also makes the program execution lacier. I defined my targets and goals in details and explain the way of achieving pre-determined goal.

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Daily Schedule : Daily schedule should be made up at the end of the previous day or at the very start of the work day . So I made a daily routine which helps me to collect the information on schedule time. I also evaluate my daily work and established next day target and I achieved it any cost on time. I also fixed the time for making the project report in my schedule time. It is possible for me to complete the project report on its schedule time.

So it is clear that time management is very important for any person. He is an individual or a company. It an organization does not make a proper plan achieving tools well defined objective daily schedule and best decision then he never gets success in his life.

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If a man knows not what harbor he seeks, any wind is the right wind. -Seneca

Creating S.M.A.R.T. Goals

From Paul J. Meyer's "Attitude Is Everything."
Specific Measurable Attainable Realistic Tangible

Specific - A specific goal has a much greater chance of being accomplished than a general goal. To set a specific goal you must answer the six "W" questions:

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*Who: *What: *Where: *When: *Which: *Why: goal. EXAMPLE:

Who is involved? What do I want to accomplish? Identify a location. Establish a time frame. Identify requirements and constraints. Specific reasons, purpose or benefits of accomplishing the

A general goal would be, "Get in shape." But a specific

goal would say, "Join a health club and workout 3 days a week."

Measurable - Establish concrete criteria for measuring progress toward the attainment of each goal you set. When you measure your progress, you stay on track, reach your target dates, and experience the exhilaration of achievement that spurs you on to continued effort required to reach your goal. To determine if your goal is measurable, ask questions such as......How much? How many? How will I know when it is accomplished?

Attainable - When you identify goals that are most important to you, you begin to figure out ways you can make them come true. You develop the attitudes, abilities, skills, and financial capacity to reach

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them. You begin seeing previously overlooked opportunities to bring yourself closer to the achievement of your goals. You can attain most any goal you set when you plan your steps wisely and establish a time frame that allows you to carry out those steps. Goals that may have seemed far away and out of reach eventually move closer and become attainable, not because your goals shrink, but because you grow and expand to match them. When you list your goals you build your self-image. You see yourself as worthy of these goals, and develop the traits and personality that allow you to possess them.

Realistic - To be realistic, a goal must represent an objective toward which you are both willing and able to work. A goal can be both high and realistic; you are the only one who can decide just how high your goal should be. But be sure that every goal represents substantial progress. A high goal is frequently easier to reach than a low one because a low goal exerts low motivational force. Some of the hardest jobs you ever accomplished actually seem easy simply because they were a labor of love. Your goal is probably realistic if you truly believe that it can be accomplished. Additional ways to know if your goal is realistic is to

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determine if you have accomplished anything similar in the past or ask yourself what conditions would have to exist to accomplish this goal. Tangible - A goal is tangible when you can experience it with one of the senses, that is, taste, touch, smell, sight or hearing. When your goal is tangible, or when you tie an tangible goal to a intangible goal, you have a better chance of making it specific and measurable and thus attainable. Intangible goals are your goals for the internal changes required to reach more tangible goals. They are the personality characteristics and the behavior patterns you must develop to pave the way to success in your career or for reaching some other long-term goal. Since intangible goals are vital for improving your effectiveness, give close attention to tangible ways for measuring them.

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GOAL TARGETS SETTING

Goal indicates what a business organization want to achieve in specific duration .Every business must design a strategy for achieving its goal consisting of marketing strategies, Compatible technology strategy and sourcing strategy. Once the company has performed a SWOT analysis, it can proceed to develop specific goals for planning period. This is called goal information. Managers use terms goal to describe objective that are specific with respect to magnitude and time. Most business unit pursues a goal, a mix of profitable, sales growth .market share improvement risk containment, innovation and

reputation. As concern of my targets towards my summer training project .Various steps are to be fellow for achieving my targets.

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a) b) c) d) e)

Full dedication towards my project. Learn more practical knowledge. Adopt myself according to work culture of the organization. Understand properly the rules objective of the organization Fellow the advice and suggestion of experience and Senior

Executives of the organization f) g) ar maximum level. h) Try to support for maintaining the goodwill of the organization. Perform all my assignment with efficient manager with hard Work. Utilization of available resources of the organization

i) j) k) l)

Emphasis on real analytical approach. Emphasis on time management. Analyze the competitors policies and strategies properly. Analyze current market scenario.

m) Implement our professional education for project. n) Perform research and finding with efficient manager.

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GOAL TARGETS
Goal indicates what a business organization want to achieve in specific duration .Every business must design a strategy for achieving its goal consisting of marketing strategies, Compatible technology strategy and sourcing strategy. Once the company has performed a SWOT analysis, it can proceed to develop specific goals for planning period. This is called goal information. Managers use terms goal to describe objective that are specific with respect to magnitude and time. Most business unit pursues a goal, a mix of profitable, sales growth .market share improvement risk containment, innovation and

reputation. As concern of my targets towards my summer training project .Various steps are to be fellow for achieving my targets. o) Full dedication towards my project.

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p) q) r) s)

Learn more practical knowledge. Adopt myself according to work culture of the organization. Understand properly the rules objective of the organization Fellow the advice and suggestion of experience and Senior Executives of the organization

t) u)

Perform all my assignment with efficient manager with hard work. Utilization of available resources of the organization ar maximum level.

v)

Try to support for maintaining the goodwill of the organization.

w) Emphasis on real analytical approach. x) y) z) Emphasis on time management. Analyze the competitors policies and strategies properly. Analyze current market scenario.

aa) Implement our professional education for project. bb) Perform research and finding with efficient manager.

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CONSUMER BEHAVIOR
Consumer is the king of market .All the marketing activities of all business and industrial interprise of today go around the habit, testes presences and attitude of consumer .All the effort are made to provide maximum satisfaction to maximum consumers . manufactures produce what their consumer wait .They adept the brand .Packing which may attract their consumer .They provide the goods and services at the time and place most convenient to their consumer .Thus all the marketing activities go around the

satisfaction of needs and wards of consumers.

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Baying motive is a combination of two words buying to motive .buying means the urge for the satisfaction of which consumer makes such purchase .Motive is the farce which inspire the consumer to make a purchase and which directs his

behavior .Thus a buying motive is the farce his behavior of which a customer purchases some good and services. Ace To R.S. Davar A motive is an inner urge that moves or prompts a person to some action.

Classification of Buying Motive Buying motive is classified into two parts: 1) Primary Buying Motive 2) Secondary Buying Motive

Primary Buying Motive Motive Food and drink Comfort To attract opposite sex Welfare of beloved ones Freedom from fear and danger

Secondary Buying

Bargain Information Cleanliness Efficiency Convenience

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To be superior Social approval To live longer

Dependability& quality Style and beauty Economy and profit Curiosity

Consumer

behavior

involves

the

psychological

processes

that

consumers go through in recognizing needs, finding ways to solve these needs, making purchase decisions (e.g., whether or not to purchase a product and, if so, which brand and where), interpret information, make plans, and implement these plans (e.g., by engaging in comparison shopping or actually purchasing a product). Sources of influence on the consumer . The consumer faces numerous sources of influence. Often, we take cultural influences for granted, but they are significant. An American will usually not bargain with a store owner. This, however, is a common practice in much of the World. Physical factors also influence our behavior. We are more likely to buy a soft drink when we are thirsty, for example, and food manufacturers have found that it is more effective to advertise their products on the radio in the late afternoon when people are getting hungry. A persons self-image will also tend to influence what he or she will buyan upwardly mobile manager may buy a flashy car to project an image of success. Social factors also influence what the consumers

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buyoften, consumers seek to imitate others whom they admire, and may buy the same brands. The social environment can include both the mainstream culture (e.g., Americans are more likely to have corn flakes or ham and eggs for breakfast than to have rice, which is preferred in many Asian countries) and a subculture (e.g., rap music often appeals to a segment within the population that seeks to distinguish itself from the mainstream population). Thus, sneaker manufacturers are eager to have their products worn by admired athletes. Finally, consumer behavior is influenced by learningyou try a hamburger and learn that it satisfies your hunger and tastes good, and the next time you are hungry, you may consider another hamburger. Consumer choices are often influenced dramatically by values. Some consumers, for example, seek to fit in with the crowd and would like to own a car as similar as possible to that of the neighbor. Others, on the other hand, want to stand out. In the consumption context, then, a consumer may choose to spend a great deal of money on buying and maintaining neat and professional attire, not because he or she is particularly interested in that appearance for its own sake, but rather because this will help the consumer be successful in his or her career.

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Subculture often significantly influences the consumer. There are several potential ways that a society can be divided up. Some consumers are highly influenced by their ethnic origin. In some areas in Los Angeles, shopkeepers may transact all their business in a language of the predominant immigration patterns into the

neighborhoode.g., Spanish or Korean in some parts of downtown and Chinese in parts of the San Gabriel Valley. Virtual pets at first spread in the U.S. through Asian-American teenagers. Only after a while did the product diffuse into other ethnic groups. Occasionally, religious groups will influence consumers behavior, usually because a religion may set certain standardse.g., some religions do not allow the consumption of alcohol, while others may disapprove of charging interest. The fact that many Americans spend a great deal of time with members of their religious groups in churches, synagogues, and mosques implies that members have a great deal of influence on each other. People in similar age groups also tend to have more influence on each other. This is particularly evident in the spread of fashion. Social status may also have some influence, as people may tend to emulate others in similar occupations or neighborhoods. One way to look at social influence is though reference groups people against which one compares oneself. Thus, a consumer may notice that all his friends are wearing a special kind of jeans and may

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expect to be ostracized if he or she chooses to wear a different brand. Interestingly, however, one may also hold dissociative reference groupspeople that one would not want to be compared to. For example, Cadillac has an image problem in being associated with older consumers, who are not considered hip enough by younger, upwardly mobile consumers that the firm would like to target. Thus, Cadillac ran the campaign Its not your fathers car. Family may influence the consumers choices a great deal. Research has shown, for example, that there is a tendency for adult children to use the same brands that their parents used over time. In many cases, these brand choices are made without much conscious thought. In marketing jargon, a consumer problem refers to a discrepancy between the ideal situation and reality. Thus, problems can range greatly in severity. One problem, for example, is that you are hungry. The problem is easily solved by eating. Other problems can be significantly more severefor example, a consumer is scared that he will be rejected by his wife because he is growing bald. Note that problems can be solved in more than one way. Baldness could be addressed by obtaining a wig, medical treatment, buying a fancy car (as an alternative way to achieve attractiveness), or some other creative way.

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One model of consumer decision making involves several steps. The first one is problem recognitionyou realize that something is not as it should be. Perhaps, for example, your car is getting more difficult to start and is not accelerating well. The second step is information searchwhat are some alternative ways of solving the problem? You might buy a new car, buy a used car, take your car in for repair, ride the bus, ride a taxi, or ride a skateboard to work. The third step involves evaluation of alternatives. A skateboard is inexpensive, but may be ill-suited for long distances and for rainy days. Finally, we have the purchase stage, and sometimes a post-purchase stage (e.g., you return a product to the store because you did not find it satisfactory). In reality, people may go back and forth between the stages. For example, a person may resume alternative identification during while evaluating already known alternatives. Consumer involvement will tend to vary dramatically depending on the type of product. In general, consumer involvement will be higher for products that are very expensive (e.g., a home, a car) or are highly significant in the consumers life in some other way (e.g., a word processing program or acne medication). It is important to consider the consumers motivation for buying products. To achieve this goal, we can use the Means-End chain,

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wherein we consider a logical progression of consequences of product use that eventually lead to desired end benefit. Thus, for example, a consumer may see that a car has a large engine, leading to fast acceleration, leading to a feeling of performance, leading to a feeling of power, which ultimately improves the consumers self-esteem. A handgun may aim bullets with precision, which enables the user to kill an intruder, which means that the intruder will not be able to harm the consumers family, which achieves the desired end-state of security. In advertising, it is important to portray the desired end-states. Focusing on the large motor will do less good than portraying a successful person driving the car. Information search and decision making. Consumers engage in both internal and external information search. Internal search involves the consumer identifying alternatives from his or her memory. For certain low involvement products, it is very important that marketing programs achieve top of mind awareness. For example, few people will search the Yellow Pages for fast food restaurants; thus, the consumer must be able to retrieve ones restaurant from memory before it will be considered. For high involvement products, consumers are more likely to use an external search. Before buying a car, for example, the consumer may ask friends opinions, read reviews in

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Consumer Reports, consult several web sites, and visit several dealerships. Thus, firms that make products that are selected predominantly information through external to the search must in invest in having through

available

consumer

neede.g.,

brochures, web sites, or news coverage. A compensatory decision involves the consumer trading off good and bad attributes of a product. For example, a car may have a low price and good gas mileage but slow acceleration. If the price is sufficiently inexpensive and gas efficient, the consumer may then select it over a car with better acceleration that costs more and uses more gas. Occasionally, a decision will involve a non-compensatory strategy. For example, a parent may reject all soft drinks that contain artificial sweeteners. Here, other good features such as taste and low calories cannot overcome this one non-negotiable attribute. Two interesting issues in decisions are: Variety seeking (where consumers seek to try new brands not because these brands are expected to be better in any way, but rather because the consumer wants a change of pace, and Impulse purchasesunplanned buys. This represents a

somewhat fuzzy group. For example, a shopper may plan to

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buy vegetables but only decide in the store to actually buy broccoli and corn. Alternatively, a person may buy an item which is currently on sale, or one that he or she remembers that is needed only once inside the store. A number of factors involve consumer choices. In some cases, consumers will be more motivated. For example, one may be more careful choosing a gift for an in-law than when buying the same thing for one self. Some consumers are also more motivated to comparison shop for the best prices, while others are more convenience oriented. Personality impacts decisions. Some like variety more than others, and some are more receptive to stimulation and excitement in trying new stores. Perception influences decisions. Some people, for example, can taste the difference between generic and name brand foods while many cannot. Selective perception occurs when a person is paying attention only to information of interest. For example, when looking for a new car, the consumer may pay more attention to car ads than when this is not in the horizon. Some consumers are put off by perceived risk. Thus, many marketers offer a money back guarantee. Consumers will tend to change their behavior through learninge.g., they will avoid restaurants they have found to be crowded and will settle on brands that best meet their tastes. Consumers differ in the values they hold (e.g., some people are more committed to recycling than others who

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will not want to go through the hassle). We will consider the issue of lifestyle under segmentation. Attitudes. Consumer attitudes are a composite of a consumers (1) beliefs about, (2) feelings about, (3) and behavioral intentions toward some objectwithin the context of marketing, usually a brand, product category, or retail store. These components are viewed together since they are highly interdependent and together represent forces that influence how the consumer will react to the object. Beliefs. The first component is beliefs. A consumer may hold both positive beliefs toward an object (e.g., coffee tastes good) as well as negative beliefs (e.g., coffee is easily spilled and stains papers). In addition, some beliefs may be neutral (coffee is black), and some may be differ in valance depending on the person or the situation (e.g., coffee is hot and stimulates--good on a cold morning, but not good on a hot summer evening when one wants to sleep). Note also that the beliefs that consumers hold need not be accurate (e.g., that pork contains little fat), and some beliefs may, upon closer examination, be contradictory. Affect. Consumers also hold certain feelings toward brands or other objects. Sometimes these feelings are based on the beliefs (e.g., a

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person feels nauseated when thinking about a hamburger because of the tremendous amount of fat it contains), but there may also be feelings which are relatively independent of beliefs. For example, an extreme environmentalist may believe that cutting down trees is morally wrong, but may have positive affect toward Christmas trees because he or she unconsciously associates these trees with the experience that he or she had at Christmas as a child.

Behavioral intention. The behavioral intention is what the consumer plans to do with respect to the object (e.g., buy or not buy the brand). As with affect, this is sometimes a logical consequence of beliefs (or affect), but may sometimes reflect other circumstances--e.g., although a consumer does not really like a restaurant, he or she will go there because it is a hangout for his or her friends.

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DIRECT MARKETING
Many years ago advertising guru David Ogiluy had made a for caste that one day all advertising agencies would be direct marketing (D.M.) agencies. What is direct marketing? At the basic level it is just another tool to hawk waves. the difference with DM is that it is measurable and accountable .The fact that is a probable the best possible anti dote to an extremely fragmented market , helps it cause .With out DM customer , you must know is of value to them.

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In words of Justin Rabindra who heads Ogiluy one. To survive and to sell in this age when every one is not buying what every on else is an your customer are finite while the completion is not you have to have for more focus and DM allows you to have focus. It involves direct interaction and transaction between the

manufacturers of good are the services provides with the customer , without the necessity of the people and talks to well defined appropriate target segments . It controls the style and force of that message to do effectively .Planning the attack becomes critical in a DM campaign.

DIRECT MARKETING
Direct marketing is the use of consumers direct channels to reach and deliver goods and services to customers without using marketing middleman. Demerits of direct marketing: Direct marketers and there customer usually enjoy mutually rewarding relationship .Occasionally , how ever a darker side emerges. Imitation

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Many people do not like the increasing mumber of of hard sell direct marketing solicitations. Especially bothersome are dinnertime or late night phone calls, poorly trained callers and computerized calls placed by auto dial recorded message players. Unfairness: Some direct marketers take advantage of impulsive or less sophisticated buyers. T.V. shopping shows and infomercials may be the worst culprits with there smooth taking hosts and claims of drastic price reduction.

Deception and fraud: Some direct marketers designed mailers and write, copy intended to mislead buyers. They may exaggerate product size performance claims or retail prize. Invention of Privacy: it seems that almost every time consumers order product by mail or telephone enter a sweepstakes apply for a credit card or tale out magazine separation their names address and parching behavior .

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MARKETING STRATEGY
Change is the permanent feature of market .Some new competition enters into the market at different times while some existing competitors go out of the market and some of the existing competitions change their marketing strategy. In such circumstance there are only two alternative before the marketing manager of and enterprise: i. He may be natural towards the changes taking place in the market.

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ii.

He may make necessary changes in the marketing strategy of his enterprise according to the changes taking place in the market. A successful marketing manager is one who offer second

alternative and keeps himself in continuous touch with the changes in the marketing strategy of his enterprise. According to Philip Kotler Marketing strategy is a set of objective policies and rules that guides over time the firms marketing efforts.

Factor to considered in formulating Marketing Strategy There are some important factors which must be considered while determining Marketing Strategy for an enterprise: 1. Expected Countermoves of the Competitors: Official of

marketing department of an enterprise must try to fore cost the expected countermoves of competitors before deciding upon marketing strategy for the enterprises .For example If an enterprises reduces the price of its products efforts must be made to forecast whether the competitors will also reduce the prices of their products or not. 2. Synergistic Potential: There are many marketing inputs

affecting marketing strategy of an enterprise some are the marketing input which are synergistic nature. If any change is made in any of these input relative changes become immediately necessary in another input also.

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3.

Substitutability: Some of the marketing elements have the

nature of substitutability. For exp there are various channels of distribution. An enterprise can select any one or more of these channels and not the all. Similarly for increasing the value of sales an enterprise may adopt to make more advertisement or new techniques of sales promotion . 4. Diversity in Productivity lands of Marketing Input: Diversity

has its role to play in deciding the marketing strategy for an enterprise. The factor of such diversity must be thoroughly considered before deciding upon the marketing strategy. For exp. The different media has its own merits and demerits. Advertisement through radio and television may have effects in the whole country while advertisement through a signboard has its effect at a particular place only. 5. Elasticity of Marketing Inputs: Many marketing inputs have

elasticity and these inputs effects demand of the product. Sure exp. an enterprises fixes one and the same price for its products for all the consumers throughout the country. Another enterprises fixed different prices for its products for consumer living in different prices of its products for the consumer living in the same area also such as wholesale price and retails prices. This factors of elasticity of marketing inputs must be taken into accounts before deciding upon marketing strategy for an enterprise .

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In this way upper discussion makes it clear that there are various factors affecting marketing strategy of an enterprise.

SALES PROMOTION
Suppose you go to the market to buy soap. The shopkeeper suggests that if you buy two soap cakes, an extra soap cake will be given to you free of cost under buy 2 get 3 scheme. You feel attracted to buy as by doing so you are saving money on one soap. Moreover, soap is an item which is required on a regular basis, and so you can keep the extra two cakes to be used later. This is an approach of increasing sale of a product and it is quite different from what you have learnt in the earlier two lessons. Let us learn more about it in this lesson. Objectives

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After studying this lesson, you will be able to: explain the meaning of sales promotion; state the objectives of sales promotion; describe the various tools used in sales promotion; recognise the role of each tool in promoting sales; and describe the importance of sales promotion in business. Meaning of Sales Promotion Every businessman wants to increase the sale of goods that he deals in. He can adopt several ways for that purpose. You might have heard about lakhpati bano, win a tour to Singapore,30% extra in a pack of one kg, scratch the card and win a prize etc. You might also have seen gifts like lunch box, pencil box, pen, shampoo pouch etc. offered free with some products. There are also exchange offers, like in exchange of existing model of television you can get a new Model at a reduced price. You may have also observed in your neighboring markets notices of winter sale, summer sale, trade fairs, discount up to 50% and many other schemes to attract customers to buy certain products. All these are incentives offered by manufacturers or dealers to increase the sale of their goods. These incentives may be in the form of free samples, gifts, discount coupons, demonstrations, shows, contests etc. All these measures normally

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motivate the customers to buy more and thus, it increases sales of the product. This approach of selling goods is known as Sales Promotion. You have learnt about advertising and personal selling in the earlier lessons. Personal selling involves face-to-face contact with specific individuals, while advertising is directed towards a large number of potential customers. They also help in increasing sales of goods. Thus, advertising can be used as means of communication to inform potential customers about the incentives offered for sales promotion. Personal selling can as well include communication of the incentives to individual customers. But, sales promotion differs from advertising and personal selling in terms of its approach and technique. Sales promotion adopts short term, non-recurring methods to boost up sales in different ways. These offers are not available to the customers throughout the year. During festivals, end of the seasons, year ending and some other occasions these schemes are generally found in the market. Thus, sales promotion consists of all activities other than advertising and personal selling that help to increase sales of a particular commodity. Objectives of Sales Promotion

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You have learnt that the main objective of sales promotion is to increase sales. However, there are also some other objectives of sales promotion. The objectives are: i. To introduce new products ii. To attract new customers and retain the existing ones iii. To maintain sales of seasonal products iv. To meet the challenge of competition Let us learn about these objectives in details. (i) To introduce new products: Have you ever heard about distribution of free samples? Perhaps you know that many companies distribute free samples while introducing new products. The consumers after using these free samples may develop a taste for it and buy the products later for consumption. (ii) To attract new customers and retain the existing ones: Sales promotion measures help to attract or create new customers for the products. While moving in the market, customers are generally attracted towards the product that offers discount, gift, prize, etc on buying. These are some of the tools used to encourage the customers to buy the goods. Thus, it helps to retain the existing customers, and at the same time it also attracts some new customers to buy the product. (iii) To maintain sales of seasonal products:

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There are some products like air conditioner, fan, refrigerator, cooler, winter clothes, room heater, sunscreen lotion, glycerin soap etc., which are used only in particular seasons. To maintain the sale of these types of products normally the manufactures and dealers give off-season discount. For example, you can buy air conditioner in winter at a reduced price. Similarly you may get discount on winter clothes during summer. (iv) To meet the challenge of competition: Todays business faces competition all the time. New products frequently come to the market and at the same time improvement also takes place. So sales promotion measures have become essential to retain the market share of the seller or producer in the productmarket.

TOOLS OF SALES PROMOTION

To increase the sale of any product manufactures or producers adopt different measures like sample, gift, bonus, and many more. These are known as tools or techniques or methods of sales promotion. Let us know more about some of the commonly used tools of sales promotion. (i) Free samples:

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You might have received free samples of shampoo, washing powder, coffee powder, etc. while purchasing various items from the market. Sometimes these free samples are also distributed by the shopkeeper even without purchasing any item from his shop. These are distributed to attract consumers to try out a new product and thereby create new customers. Some businessmen distribute samples among selected persons in order to popularize the product. For example, in the case of medicine free samples are distributed among physicians, in the case of textbooks, specimen copies are distributed among teachers.

(ii) Premium or Bonus offer: A milk shaker along with Nescafe, mug with Bournvita, toothbrush with 500 grams of toothpaste, 30% extra in a pack of one kg. are the examples of premium or bonus given free with the purchase of a product. They are effective in inducing consumers to buy a particular product. This is also useful for encouraging and rewarding existing customers. (iii) Exchange schemes: It refers to offering exchange of old product for a new product at a price less than the original price of the product. This is useful for drawing attention to product improvement. Bring your old mixer-cum-

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juicer and exchange it for a new one just by paying Rs.500 or exchange your black and white television with a colour television are various popular examples of exchange scheme. (iv) Price-off offer: Under this offer, products are sold at a price lower than the original price. Rs. 2 off on purchase of a lifebouy soap, Rs. 15 off on a pack of 250 grams of Taj Mahal tea, Rs. 1000 off on cooler etc. are some of the common schemes. This type of scheme is designed to boost up sales in off-season and sometimes while introducing a new product in the market. (v) Coupons: Sometimes, coupons are issued by manufacturers either in the packet of a product or through an advertisement printed in the newspaper or magazine or through mail. These coupons can be presented to the retailer while buying the product. The holder of the coupon gets the product at a discount. For example, you might have come across coupons like, show this and get Rs. 15 off on purchase of 5 kg. of Annapurna Atta. The reduced price under this scheme attracts the attention of the prospective customers towards new or improved products. (vi) Fairs and Exhibitions:

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Fairs and exhibitions may be organised at local, regional, national or international level to introduce new products, demonstrate the

products and to explain special features and usefulness of the products. Goods are displayed and demonstrated and their sale is also conducted at a reasonable discount. International Trade Fair in New Delhi at Pragati Maidan, which is held from 14th to 27th November every year, is a wellknown example of Fairs and Exhibitions as a tool of sales promotion. (vii) Trading stamps: In case of some specific products trading stamps are distributed among the customers according to the value of their purchase. The customers are required to collect these stamps of sufficient value within a particular period in order to avail of some benefits. This tool induces customers to buy that product more frequently to collect the stamps of required value. (viii) Scratch and win offer: To induce the customer to buy a particular product scratch and win scheme is also offered. Under this scheme a customer scratch a specific marked area on the package of the product and gets the benefit according to the message written there. In this way customers may get some item free as mentioned on the marked area or may avail

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of price-off, or sometimes visit different places on special tour arranged by the manufacturers. (ix) Money Back offer: Under this scheme customers are given assurance that full value of the product will be returned to them if they are not satisfied after using the product. This creates confidence among the customers with regard to the quality of the product. This technique is particularly useful while introducing new products in the market.

Importance of Sales Promotion

The business world today is a world of competition. A business cannot survive if its products do not sell in the market. Thus, all marketing activities are undertaken to increase sales. Producers may spend a lot on advertising and personal selling. Still the product may not sell. So incentives need to be offered to attract customers to buy the product.

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Thus, sales promotion is important to increase the sale of any product. Let us discuss the importance of sales promotion from the point of view of manufacturers and consumers. From the point of view of manufacturers Sales promotion is important for manufacturers because i. it helps to increase sales in a competitive market and thus, increases profits; ii. it helps to introduce new products in the market by drawing the attention of potential customers; iii. when a new product is introduced or there is a change of fashion or taste of consumers, existing stocks can be quickly disposed off; iii. it stabilizes sales volume by keeping its customers with them. In the age of competition it is quite much possible that a customer may change his/her mind and try other brands. Various incentives under sales promotion schemes help to retain the customers. iv. From the point of view of consumers Sales promotion is important for consumers because i. the consumer gets the product at a cheaper rate; ii. it gives financial benefit to the customers by way of providing prizes and sending them to visit different places;

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iii. the consumer gets all information about the quality, features and uses of different products; iv. certain schemes like money back offer creates confidence in the mind of customers about the quality of goods; and v. it helps to raise the standard of living of people. By exchanging their old items they can use latest items available in the market. Use of such goods improves their image in society.

Six Sigma
Six sigma is a word that you a have most probably heard whichever organization you may be working with Sigma is a agree word that stands for standard deviation .This standard deviation measure the amount of variation in a a process. Process is any set of activities works on some inputs to give

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an output. For exp the process of delivering documents a courier agency works on a input (which is the document which is delivering the documents to the destination. This documents delivery process can be replaced be any process whose output is measurable and the same technique can be applied .For exp.number of defects per car produced number or error free transactions in a BPO company time taken for recruitment in as organization and so on .The key ward for the six sigma as a tool or a goal is data .If something can be measured it can be improved upon using statistics. The six sigma tool kit at a very broad level consist of two methodologies .They are know as DMAIC (Define Measure Design Verify) DMAIC is used for exiting process which need improvement .For exp if the courier agency was delivering only 80% of the documents within 24 Hrs. then DMAIC methodology can be applied for improving the 80% to a higher number .DMAIC is used for designing new process or products such that they produce very little or no defects when they acidy are put into use. This can also be used on current process if it is required to re design the process completely.

How would a six sigma improvement actually work?

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The measure phase which typically talks of how good our measurement system is for measuring the output for exp is the start time and end time for the document delivery consistently understood by all. Is the start time the time when he hands over the document or it the time when he calls into say he has a document to be picked up for delivery and so on . In this phase we eliminate the various actions due to the measurement system. Once the variety on is eliminate date is collected over a period of time to find our exactly what the sigma level of the process is next. The analyze phase talks of the different variables which impact the time of delivery for each exp time taken for collection centers to hard over documents to main hub the number of collection centers , the number of times a document get delayed because of address errors. Once the critical variables are identified the improve phase is related to finding the specifications for those variable that it gives the desired output. Optimum solutions are found and alternates discussed. The most feasible solutions is their piloted among a small group and the output is verified to see if it meets the goals. Once the goals are verified the solution is then implemented across the whole process. The control phase puts control mechanism which ensures that the solution and the improvement are sustained over a long period of time. How six sigma works as a culture?

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There are a few companies in the world where six sigma is a culture rather than a problem solving tirel.These organization have moved away from instant based decision making to one of databased decision making. When six sigma become a way of life at many international giants like G.E Motorola Dow Chemical and Johnson Control profits amounting to billions of dollars were raked in. Six sigma as an initiative can be integrated into any other quality initiative like I.S.O, T.P.M., T.R M, QS and so on.

PROBLEM SOLVING
1What is the real problem to be solved? It is very important that the problem should fully and adequately define. The underlying hidden issues should also be explored so that they can be sensitively dealt. With in the contest of the more obvious

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problem features if the problem is not carefully defined then it is extremely difficult to find satisfactory solution. 2What is the ideal solution?

Try to define what you would consider to be the ideal solution. Much alternative solution may emerge in the process. In fact it is helpful to have as many alternative possible. 3What option do I have?

Some goals may have to be eliminated because they are unrealistic. Fathers may have to be dud field some can be achieved .Be specified in defying the possible solutions. Try to be creative when considering option. Dovelop some really crazy ones just to get your mind stimulated. 4-What might happened if I put this option into practice? Consider the consequences to taking certain steps. Imagine and consider how others might respond if they faced a similar situation make inflictive assessments and do not avoided painful answer. Writedown the consequences and face then no matter hero difficult that might be in the first instance. 5-Now do it? Apply action to the problem. Setup an action timetable and take the first step keep thing-moving .try out the most acceptable and feasible solution. Apply the necessary resources.

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6- Did it work? Re-examine the original problem in light of the attempt at problem solving. View any possible failures or disappointments as needed feedback to being the problem solving process once again. Tools Of Problem Solving Towards that end here are ten tips ideas for beefing up the table tools in your problem solving toolbox. 1. 2. 3. 4. 5. problem 6. 7. 8. 9. Take the concept of cause with a grain of salt. Watch out for disconnects. Be aware of your own blinders. Develop your own subject matter. Focus on the solved state. Be clear about all your goals and objective Expand your deification of Define the problem. Think of problem solving as a cover the bases activity. Drao diagrams and other wise picture the structure of the

10.Research the subject matter. Each of these tips is elaborated upon in the following sections.

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Solution Path It seems obvious that if we do not force some of our attention on the solved state. The likely hared of attaining if is dimished. Unfortunately the problem state typically attract all our attention the squeaky Well gets the grease. On occasion thats is an appropriate response .If the roof is caving in then discussion about where to go can wait until we are safely outside. 2- Be clear about all your goals and objective Ultimately the aim of problem solving is action to engage in problem solving is to search for the meant the solution. To actually solve a problem is to implement the solution that the has been found and demonstrate that if words. Solving problem requires intervention as well as investigation for any problem situation it is useful to ask the following question as a way of classifying all your goals and objectives. 1. 2. 3. 4. What are we trying to achieve? What are we trying to preserve? What are we trying to avoid? What are we trying to eliminate?

3-Expand your definition of define the problem?

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To define means to establish boundaries to encompass to inclase to locate to isolate to distinguish. To differential to set apart .To define the problem state means at the very least to do the flowing : 1. 2. To establish boundaries to delegate (locate). To give distinguishing characteristics to differentiate

3. 4.

To state the native of : to describe precisely. To state the meaning of : to provide a definition (Explicate)

4-Think of problem solving as a a cover the bases activity Information does not make itself available to suit the requirements of anyones problem solving process solving a problem is a complex organization has much in common with detective work >here is a list of twelve bass to be covered or tasks that typically need tending to in the course of solving a problem. 1.Definition the problem state. 2.Specifying the solved state. 3.Modeling the structure of the problem 4.Finding and living the cause of the problem. 5.Engineering a solution.

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6.Setting on a course of action. 7.Reconciling restraints and constraints. 8.Reconciling support and consensus. 9.Preparing plans and schedules. 10.Talking action. 11.Assenting its effect and consequence. 12.Adjusting future action as required. 5-Draw Picture of the sturdier of the problem A picture or model of the elements and relationship in a problem situation will of the elements and relationship in a problem or situation will help you to more quickly and more completely grasp the situation and figure out what to do about it. A general-purpose work system The diagram depicts the structure of a general purpose work system depicts of this system include inputs a processor. Output a controller and two control looks. On the front and f this system is a task initiation loop and on the back end is an evaluation and termination look the dotted line.

6-Take the concept of cause with a grain of salt

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If ever there was a time waster in problem solving if has take the search for the cause of the problem .Do not misunderstand the concept of cause in frequently replant but its usefulness depends on the kind of problem being solved. It is not radiant all the time and far some problems .It is never relevant .for certain kinds of problem mostly in contrived physical system like the work processing system. The concept of cause make sense. Things are going along just fine some thing happens and matters take turn for the pulse boras .A component up a nail and goes flat .In such crass countless more of a similarity the search far cause is needed relevant . 7-Watch out for disconnect The term disconnect refers to the uncoupling of solution from the problem they are intended to solve. This ctypically happens when one person or group of persons define the problem a second person or a group of person is assigned to figure out what to do about .It and yet a third person or group of persons is tasked with actually implementing the solution. This scenario starts with business people lying out the problem for business analysis .The business analysis translate the really the problem to the system analysis .The system analysis translate and relay the problem to the programmers .This one of three things happens. 116

1-

The system is strapped because it is taking too long and costs

too much to develop. 2The system does not intended because no one knows what was

intended in the first place. 3The System works as intended but all it accomplishes is the

automation of what was being done manually making the underlying process all the more difficult to get at and improve. 8- Be aware of your own blinders We all wear a custom tailored set of blinders that is perceptual and value based filters that bad us to see or not see certain things or to interpret then in certain ways. These blinders are something useful ,something not .In all case it pays to know what they are. 9- Develop your own subject matter As a problem solver you must develop your own system for solving problem you have to develop a scheme where by you can tell if a given problem solving tool is useful or not and put it to use according by an earlier example of a problem solving tool that might or might not be useful in a given situation was the concept of cause. Below are three more techniques to develop your own system for solving problems. 1. Brainstorming

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2. 3.

Force-field analysis Root cause analysis

10- Research the subject matter There is no easy way no shortcut to becoming a first rate problem solving .It takes years of work and study and practice and researching the subject matter. Many books have been written about problem solving and solving problems .It would take a great deal of time to read them all.

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