...high-powered group that included the CEO, to discuss an important product program. Within this 80-year-old company, based in rural Jutland where local people might still consider you an outsider after 30 years, Sorensen would be very much the newcomer. Despite that, he would try to convince the others to adjust the firm’s successful design process—to change a winning game. In April 2006, Bang & Olufsen (B&O) sold a range of televisions, audio systems, loudspeakers, telephones, and other products (see Exhibit 1) in more than 60 countries. The company had a worldwide reputation for idea-based products of high quality and artistic design, many of which held places of honor in the permanent collections of the world’s greatest art museums. (According to a citation at the Museum of Modern Art in New York, B&O had “delivered the largest and most consistent design portfolio among the world’s industrial companies.”3) This level of accomplishment translated into high price points (see Exhibit 2) and profit margins, realized through an exclusive network of dealers, from devoted and discerning customers. To create products with appearance and functionality that made them instantly recognizable, the company had evolved unique design and development processes. B&O gave designers free reign to create new products that would challenge engineers to find a way to manufacture them. New ideas, materials, and technologies made their way into B&O products only if designers put...
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...University Vice president of product control, supervised purchase and product management departments’ directors: Nolan Gminski and Lisa Walters. Has two daughters, but don’t have enough time to spend with his family. Work hardly, spending 14 hours in working is common. Lisa Walters: Director of product. Before, was the IBM product manager for more than two years. Performed very well. Worked longer time than her colleagues. Never take lunch breaks. Kathryn McNeil: Master’s degree in education from Boston University, with a concentration in business. Is a single mother of a six-year-old boy. Work as IBM product manager 2. Describe the situation (key points) a) What led up to it? b) What is in play? 3. What is source of pressure for a decision? * There is three aspects, one is that Lisa gave pressure to him, she has complained about Kathryn several times, and Kathryn doesn’t do work well, her family has impacted her work. She missed the important meeting, missed the important report due date. * The other pressure is from Charles himself, he is a father of two daughters, he knows that spending time with his children is important and necessary. He can understand the Kathryn’s situation. And he knows Kathryn has done the best in her ability. And Kathryn is a hard working employee. * Another is Charles also need this job, and his bonus is relative to the sales of the products, relative to the Kathryn’s...
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...investor consults a World-Wide Web page for the values of "leading economic indicators" (key economic statistics) supplied by the U. S. Commerce Department. There is no charge. 6. A collection of photographs of great paintings in world museums is put on CD-ROM and sold by a computer software company. 7. A record company publishes a boxed set of CD's with a digital recording of a recent performance of Mozart's "Marriage of Figaro," with Bryn Terfel singing the role of Figaro. The set includes the libretto of the opera. What these examples have in common is that information goods and services are being sold (or given away). For the purposes of our discussion, information goods and services share these properties: a) An information product is a collection of symbols. b) Its utility depends on the arrangement of the symbols, not on the material form that they take. Thus, for example, the plans for the newly invented machine are an information good. They are symbolic (perhaps pictorial as much as verbal) and their usefulness is the same whether they are on paper or some...
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...Study “Chemical Distribution 2012“ - Results Dr. Matthias Hornke, LL.M. (M&A) Münster, February 2012 Matthias.Hornke@gmx.de Agenda Status Quo and Study Overview Results: Overview Results of the Online Survey Function/ Responsibility of the Respondent Role of Chemical Distributors Challenges and Key Success Factors of Chemical Distributors Classification of Respondents Contact: Grosse-Hornke Private Consult 1 Chemical distributors with growing relevance to chemical manufacturers and end-customers of chemical products Status Quo Chemical Distribution Economic recovery of the chemical distribution in 2010 and 2011 with record revenues of approx. €190bn generated by the German chemical industry in 2011 Growing relevance of chemical distributors as partners of the chemical manufacturers representing >10% of market share (in terms of revenues) for basic and special chemical products Increasing coverage of news about the chemical distribution in trade media as well as general business media stressing the economic relevance and development (e.g. M&As) in this industry ard trend tow continued f the distribution a “There is rcing o d outsou rers [to crease in manufactu sident hemical] Pre […] by [c n Zillmer, rs].” (Joh distributo nivar, 2010) ,U and CEO rowth ontinued g ss, D set on c “IMC ical Busine CIS Chem path.” (I 2011) n in the Distributio shifts up a gear “M&A Activity al Week, 2011) Sector.” (Chemic ...
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...Dynamics in a Product Market Author(s): José Antonio Rosa, Joseph F. Porac, Jelena Runser-Spanjol and Michael S. Saxon Source: Journal of Marketing, Vol. 63, Fundamental Issues and Directions for Marketing (1999), pp. 64-77 Published by: American Marketing Association Stable URL: http://www.jstor.org/stable/1252102 Accessed: 28-09-2015 11:20 UTC REFERENCES Linked references are available on JSTOR for this article: http://www.jstor.org/stable/1252102?seq=1&cid=pdf-reference#references_tab_contents You may need to log in to JSTOR to access the linked references. Your use of the JSTOR archive indicates your acceptance of the Terms & Conditions of Use, available at http://www.jstor.org/page/ info/about/policies/terms.jsp JSTOR is a not-for-profit service that helps scholars, researchers, and students discover, use, and build upon a wide range of content in a trusted digital archive. We use information technology and tools to increase productivity and facilitate new forms of scholarship. For more information about JSTOR, please contact support@jstor.org. American Marketing Association is collaborating with JSTOR to digitize, preserve and extend access to Journal of Marketing. http://www.jstor.org This content downloaded from 193.10.50.254 on Mon, 28 Sep 2015 11:20:14 UTC All use subject to JSTOR Terms and Conditions Jose Antonio Rosa, Joseph F. Porac, Jelena Runser-Spanjol, & Michael S. Saxon Dynamics in Sociocognitive Market Product a In this...
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...Rural Agricultural Marketing - Strategies for Improving Marketing within Rural Areas Considering the environment in which the rural market operates and other related problems, it is possible to evolve effective strategies for rural marketing. The strategies discussed here though not universally applicable depend upon product characteristics, the targeted segment of the rural market, the choice of the rural area and its economic condition. Some of the typical characteristics which will help in rural market segmentation are land holding pattern, irrigation facilities, progressiveness of farmers, cropping pattern; mix of enterprise, education levels, proximity to cities/towns, sociological factors, occupation categories. The small and marginal farmers, agricultural labourers and artisans forms the largest segment in rural market (about 2/3rd) where as rich farmers constitute about one third of rural market. An appropriate segmentation of the highly heterogeneous rural market and identification of the needs and works of different segments will form the very basis for rural market strategies. For rural market, it will be ideal to think of strategies from the marketing mix point of view, main strategies are related to product, price, place and promotion which are described as follows. A. Product strategies Meaningful product strategies for rural market and rural consumers are discussed here. 1. Small unit and low priced packing Larger pack sizes are out of reach for...
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...Introduction: The scope of defining rural in today’s context is becoming overwhelmingly difficult as the gap between urban and rural divide is being narrowing down with the growth of modern communication and technology. Therefore, ruralness perhaps can be best understood with the meaning provided by the specific context in which it is described. For our case rural areas are large and isolated areas of a country, often with low population density and limited access to knowledge and resources. However, when rural areas put together as homogeneous community with similar constraints and opportunities, it may then dictate the representation of the total population and economic scenario of a country such as Bangladesh. The population is predominantly rural with about 76.61 percent of the total population living in rural areas and directly or indirectly engaged in a wide range of agricultural activities (BBS, 2001) Bangladesh witnesses a gradual increase in the share of the industrial and service sectors to GDP over the years yet agriculture remains a fundamental sector with Contribution of 22% to GDP and Absorption of more than 60% of national workforce. The agricultural business in Bangladesh is mainly centers round three types of agents including producers, traders and consumers. The traders are not doing anything special but gaining the extra profit from change of hands. This system exploits the producers directly by not giving the appropriate share they actually...
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...RURAL DEVELOPMENT MARKETING & DIRECT MARKETING MODULE NOTES Code | 50121621 A | Course | Rural and Development Marketing | Topic | Division | | | What are rural markets? Is there a uniform identity? Global trends impacting rural behavior (only India)- WTO, technology and social behavior | Nikita Naina Kumar | | | India's rural communities- disparities, segmentation and social factors | Trishla Jhaveri | | | Media penetration, impact and costs in rural India | Shayan Roy | | | Psychographics, demographics and societal impact on the rural consumer | | | | Profiling the rural male consumer | | | | Profiling the rural female consumer | | | | The rural business model- distribution, pricing, packaging, promotion- in rural markets | | | | Branding and brand management in rural India | | What is Rural Marketing? Rural Marketing is defined as any marketing activity in which the one dominant participant is from a rural area. This implies that rural marketing consists of marketing of inputs (products or services) to the rural as well as marketing of outputs from the rural markets to other geographical areas. Rural markets have emerged as an important growth engine in the Indian consumption story. With about 70 per cent of the Indian population residing in the hinterlands, rural markets seem to be a significant opportunity for business conglomerates. Rural areas of the country or countryside are areas that are not urbanized...
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...“RURAL MARKETING” Executive Summary A debate continued for a long time amongst the Indian marketers, both practitioners & academicians, on the justification for the existence of the distinct discipline of rural marketing. Consequently, two schools of thought emerged. The first school belived that the products/services, marketing tools & strategies that are successful in urban areas, could be transplanted with little or no more modifications in rural areas. However, the second school saw a clear distinction between urban & rural India, & suggested a different approach, skills, tools & strategies to be successful in rural markets. What differentiates the two markets is not mere income, but a host of other infrastructural & socio-cultural factors. Thus, the rural market cannot be tapped successfully with an urban marketing mindset & would definitely require its thorough understanding. In other words, the approach toward rural markets needs to be distinct from the one adopted for the urban markets. Thus, in a large rural economy like India’s, rural marketing has emerged as an important & distinct internal sub-division within the marketing discipline. This sub-division clearly highlights the differences between rural marketing & mainstream marketing. Table of contents 1) Rural marketing 3 2) Evolution of rural marketing 4 3) Nature of rural market 8 4) Rural marketing transactional or developmental 9 5) Classification...
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...A Research paper On Rural marketing: A New Way to Tap The Rural Consumers In Present Scenario Name of Authors:- *Mr. Rajesh Rathore Research Scholar , Maharaja College of Management, Udaipur, Rajasthan Corresponding Address:- Maharaja College of Management Maharaja Educational Campus, N.H.76, Airport Road, Debari, Udaipur (Rajasthan) – 313024 E-mail:- rajesh_rathore@rediffmail.com Mobile No:- 07597868902 Rural marketing: A New Way to Tap The Rural Consumers In Present Scenario Abstract *Mr. Rajesh Rathore Indian rural market consists of more than 740 million consumers and has wide potential for expansion. According to Census 2001, 73% of Indian population is living in rural areas. Though over the last three decades there has been a marginal reduction in the rural population expressed as a percentage of total population, there has been a steady growth in rural population in terms of absolute numbers and it has reached 74 crores. After the 1991 economic reforms there have been many changes in the socio, economic, political and cultural outlook of India. The rural India is providing a large consumer base to the marketers to market their products. This paper highlights the challenges of marketing communication for rural Indian consumers. Over the past few years rural India has witnessed an increase in the...
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...Global Marketing The foreign marketing involvement of a manufacturing company may widely vary from a state of no direct involvement to a state of total involvement. Several types of involvement are generally observed, even though they are not mutually exclusive nor sequentially progressive. Depending on the kind and degree of its involvement in foreign marketing, a firm has to re-orient and re-organize its activities to cope with different levels of operational responsibilities inherent in such involvement. To throw some light on the issue, some guidelines are available from what is called EPRG orientation. The EPRG framework attempts, four broad types of orientation of a firm towards foreign marketing. This paper aims to suggest a model to assist when deciding which foreign investor to select. In much of the current literature on the problem faced by the small transitional countries/companies, globalization by foreign transnational companies (TNCs) is considered to be the generic expansion strategy. The question is, however, which foreign investor to select. The paper evaluates the potentials of the EPRG scheme (Ethnocentrism, Polycentrism, Regiocentrism, and Geocentrism) in choosing foreign investor. It enables company to analyze and predict its competitors' behavior. (Biljana Crnjak-Karanovič). The Ethnocentric, Polycentric, Regiocentric, and Geocentric Framework (EPRG) dates back to Perlmuter (1969) and his associates Wind and Douglas (1973). The EPRG framework identifies...
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...Contemporary Issues; Rural, Green and Meta Marketing Submitted To: International Conference On Contemporary Innovative Practice in Management Organized by: Faculty of Management Studies PACIFIC ACADEMY OF HIGHER EDUCATION AND RESEARCH UNIVERSITY-UDAIPUR Name of the Co-Author Name of the Author Prof. Rupal Bhatt Prof. Ripal Madhani Mo.: 09925750769 Mo.: 09429444837 Email: rupalbhatt19@yahoo.co.in Email: ripalmadhani@gmail.com K.K. Parekh Institute of Management Studies Affiliated To Gujarat Technological University Postal Address: K.K. Parekh Institute of Management Studies Lathi Road, Amreli Abstract Rural Marketing In recent years rural market has gain significance importance in the mind of marketers because purchasing power of rural communities is increased significantly. With the evolution of green revolution and new technologies rural communities are consuming the large amount of industrial and urban manufactured products. If we specially talk about India, 70% of the population is residing in rural areas. So this fact has accelerated the growth of rural marketing. Rural Marketing is defined as any marketing activity in which one dominant participant is from a rural area. This implies that rural marketing consists of marketing of inputs (products or services) to the rural as well as marketing of outputs from the rural markets to other geographical areas. Keeping in mind the increasing importance of rural marketing, we are going...
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...PROJECT REPORT ON "RURAL MARKETING" BY AARON FERNANDES T.Y. B.M.S. SEMESTER V SHRI CHINAI COLLEGE OF COMMERCE & ECONOMICS MUMBAI PROJECT GUIDE PROF. VAISHALI CHAUDHARY UNIVERSITY OF MUMBAI 2003-2004 1 ACKNOWLEDGEMENTS Many hands have toiled to ensure that this project finally sees the light of the day. It required continuous guidance, inspiration and support from many people and without their cooperation; this project would not have been complete. I take this opportunity to express my sincerest gratitude to my Project Guide, Ms. Vaishali Chaudhary, who lived up to her Designation and was a constant source of guiding light for me at each and every stage of the execution of this project. I would also like to thank the following people who through their experience have enlightened me on the practical aspects of this subject without whom the study would not have been carried out successfully. i. Prof. (Ms) Dr. Malini Johari – Principal, Shri Chinai College, Andheri ii. Prof. (Ms) S.G. Kelkar – BMS Co-ordinator, Shri Chinai College, Andheri iii. Professors at Shri Chinai College: Prof. Sunil Fussey Prof. Vaishali Chaudhary Prof. Padma Iyer Prof. Gitanjali Thorvat Lastly I would like to thank my well-wishers and my colleagues who were a constant source of inspiration and in some cases also motivation as it ultimately has led to the completion of this project. Finally I...
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...Rural Marketing Quite clearly, large Indian companies have begun looking at rural markets seriously. Some of them are even developing exclusive marketing strategies to tap this huge mass of consumers. Of India's one billion plus population, nearly 70 per cent live in non-urban or rural areas. According to a National Council for Applied Economic Research (NCAER) study, there are as many "middle income and above" households in rural areas as there are in urban areas. There are almost twice as many "lower middle income" households in rural areas as in urban. According to NCAER's projections, the number of middle and high-income households in rural India is expected to grow from 80 million to 111 million by 2007. In Urban India, the same is expected to grow from 46 million to 59 million. Hence the absolute size of middle and high income households in Rural India is expected to be nearly double that of Urban India. Percentage Distribution of household population and income | |Households |Population |Income | |Rural |73.6 |74.6 |55.6 | |Urban |27.4 |25.4 |44.4 | |All India |100 |100 |100 | Thus we see that Rural India contributes almost 56% to the National Income as against 44% contributed by Urban India. Although it is contributed by 76% of the total...
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...rise. Rural India accounts for about 50 per cent of Indias GDP and nearly 70 per cent of the countrys population. Since 2000, per capita GDP has grown faster in rural areas than in its urban centres: 6.2 per cent CAGR versus 4.7 per cent. Rural incomes are growing and consumers are buying discretionary goods and lifestyle products, including mobile phones, television sets and two wheelers: between 2001 and 2009, spending in rural India was $69 billion, significantly higher than the $55 billion spent by the urban population. Companies that recognise this enormous opportunity are experimenting with various go-to-market models to garner their share of this growth. But the results have been mixed. To understand why and what to do about it Accenture conducted a major research study of more than 100 companies to discover how successful companies are responding to the opportunities and hurdles. An efficient sales and distribution model is the most critical factor to achieve profitable and sustainable growth in rural markets: nearly 60 percent of the survey respondents ranked it as the top imperative. Our research found that a hallmark of success in rural India is overcoming challenges in the three stages of the consumer lifecycle reaching, acquiring and retaining the rural customer. In terms of reaching the rural consumer, the biggest obstacles facing companies are inadequate distribution networks, partners with limited capabilities, long payment cycles, and weak marketing channels...
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