Definitions of Key Terms in Integrated Marketing Communications

Integrated means that combine or coordinate separate elements so as to provide a harmonious, interrelated whole. In other word, when all marketing communication tool work together, it will be more effective than work as a single component. It will create more competitive advantages, boost sales and profit, while saving cost, time and stress if this concept is incorporated in marketing strategy. So, if the marketing communication tools are combined as a group it will produce more powerful outcome in the process of delivering customer superior value. Marketing The root word for marketing is market. Market is defined as a place for consumer and sellers to carry out transaction that required cash as an exchange medium for obtaining a product or service. Marketing can be defined in two perspectives which include old view or new view of marketing. From the new view of marketing, it is all about the creation of Continue reading

Managing the Sales Force Effectively

The face of any organization is the sales force. Companies spend a considerable amount of time and money on managing the sales force rather than on any other promotional activity. However, sales force is expensive and companies are looking forward to managing them in an efficient and effective manner.  The  management of sales force consists of following: Compensating the Sales Force A compensation plan should constantly stimulate the salesman to put in their best efforts, quantitatively and qualitatively, to achieve the desired and planned levels of sales. Compensation must be fair to the management and the salesmen. It should enthuse efficient salesmen and help remove inefficient ones. It should be simple, flexible, easy to administrate, economic and capable of achieving the personal selling objectives of the firm. Periodic review and vision of the compensation plan is essential. Motivating the Sales Force It is the crunch of sales force management. The Continue reading

Wage Determination Process

Wages can be expressed in two ways. When they are expressed in terms  of money paid to the worker they are called nominal wages. But when they are  expressed in terms of their purchasing power with reference to some base year  they are called real wages. These wages are arrived at by making adjustment in  the nominal wages for the rise or fall in the cost of living. How do we measure changes in the cost of living, or changes in the  prices that consumers pay? The measuring rod is the consumer price index  number. This index number is intended to show over a period of time the  average percentage change in the prices paid by the consumers belonging to the  population group proposed to be covered by the index for a fixed list of goods  and services consumed by them. The average percentage change, measured by  the index, is Continue reading

Emerging Trends in Global Organizational Structures

Though global organizational structures tend to depict certain kind of rigidity, structure tends to change and new trends emerge. Mixed Nature of Structures Because of growth dynamics, companies change their organizational structures. Simplified organizational structures get replaced by complex or mixed structures. Until organizational re-structuring is made, new acquisitions might report to headquarters.  Circumstances prevailing in a particular country, product, or function might necessitate separate handling until a re-structuring is effected, apart from the overall structure. The structure of 100% subsidiaries is different from that of JVs. 100% subsidiaries enable a deeper network of communications. Overall structure may be incomplete and less revealing. PepsiCo is organized by product lines, namely soft drinks and snacks. This would seem to imply that each product line is integrated globally. However, each line has its own global division, which separates it from domestic operations. Structures Evolve to Suit Growth and Need A company that Continue reading

Strategic Inflection Point

A term coined by Andrew Grove, former CEO of Intel to describe a dramatic change in competitive forces. At that time, the leaders must give up the past, see closely how the industry is evolving and find new ways of competing. This point of dramatic change in the industry is known as Strategic Inflection Point. “a strategic inflection point is a time in the life of business when its fundamentals are about to change. That change can mean an opportunity to rise to new heights. But it may just as likely signal the beginning of the end” Andrew S. Grove, Only the Paranoid Survive. For example, the arrival of containers marked a strategic inflection point in the shipping industry. The introduction of the IBM PC was a strategic inflection point in the computer industry. The emergence of large discount store chains like Walmart and Tesco  may well turn out to Continue reading

Introduction to Mutual Funds and Net Asset Value (NAV)

A Mutual Fund is a special type of investment institution which collects or pools the savings of the community and invests large funds in variety of Blue-chip Companies which are selected from a wide range of industries with the objects of maximizing returns/incomes on investments. Mutual Funds are basically a trust which mobilize savings from the people and invest them in a mix of corporate and government securities. Money collected by the investors is invested in various issues of primary and secondary markets in order to gain profits on such investments. A Mutual Fund is a Trust, which combines the investments of various investors having similar financial goals. The Trust issues units to the investors in the proportion of their investments. A fund manager then invests these funds in different types of assets, which provide returns in the form of dividends, interests, and capital appreciation. This is distributed to the Continue reading