eChapters

Advertising is a crucial component of marketing, designed to promote products, services, or brands to target audiences. A well-planned advertising strategy enhances brand visibility, attracts potential customers, and drives sales. Various advertising strategies exist, each tailored to achieve specific business objectives and cater to different market segments. This chapter explores the different types of advertising strategies used by businesses to maximize their reach and impact. 1. Print Advertising: Print advertising involves placing ads in newspapers, magazines, brochures, flyers, and billboards. It is a traditional form of advertising that continues to be effective for local and niche markets. Advantages • Tangible and long-lasting: Print materials can be kept for future reference. • Targets a specific readership: Newspapers and magazines cater to specific demographics. • Builds brand credibility: E

Marketing Strategy

Marketing strategy is an integral part of marketing planning. In modern day business terms, strategy refers to the matching of the activities of an organization to the environment in which it operates and to its own resource capabilities.

Definition: Marketing strategy is the complete and unbeatable plan, designed especially for attaining the marketing objectives of the firm/business unit. The marketing objectives indicate what the firm wants to achieve, the marketing strategy provides the design for achieving them. e.g. marketing objective of a business unit in the next year (2016) to achieve sales revenue of Rs. 2,000 crore and net profit will be 15 per cent on sales revenue. Then it is the job of marketing strategy to indicate how and where from this sale and profit will come, which product lines/products/brands will accomplish this task and how?

Theory of Costs

In both short-run and long-run analyses, there exist different cost curves.

Short run is the duration of a given factor or factors. Equipment and business owners are typically fxed in the near term

Long run is the period over which all factors become variable.

Fixed costs: are those expenses that remain constant regardless of output or production levels.. Eg: depreciation, annual maintenance cost etc.

Variable cost: are those expenses that change depending on the volume of output eg : inputs/raw material costs, wages etc.

Short Run Cost Curves

There are seven cost concepts or curves in short run analysis. They are :

1. Total cost (TC)
2. Total Fixed cost (TFC)

Grading and Standardization

Grading and standardization is marketing function which facilitates the movement of produce. Grading standards for commodities are laid down first & then the commodities are sorted out according to the accepted standards.
Grading means grouping the products into different classes (which posses the same characteristics) in accordance with the predetermined standards. Grading as the division of products into/commodities into classes made up of units possessing similar characteristics of size and quantity. Grading follows standardization. It is a sub function of standardization.

Background

Alpha Partners is a large professional services partnership firm comprising over 180,000 professionals with presence in more than 156 countries around the world. It primarily deals in three main businesses - Statutory Audit of listed companies, Taxation Services (both corporate and individuals& Advisory services to leading private companies and governments around the world.

In India, the company has a total of approximately 20000 employees and partners divided between two broad entities - Alpha Partners India (AI) and Alpha Partners Global Services (AGS). AI is the primary client service firm in India and is engaged in professional services to clients in the Indian geography. AGS, on the other hand is a joint venture between Alpha Partners firms in U.S, U.K. and India - all three holding equal shares of AGS

Introduction

Mr. Ramesh Gupta was transferred from a well established business division to an emerging division of one of the largest companies of India, TN Limited (TNL) (refer Exhibit-1). Mr. Gupta had more than 30 years of work experience in TNL when he joined this new division. The division was primarily into acquisition and management of oil and gas assets in India and abroad. Recently the company had acquired a very large asset in North America. To manage this asset, a Houston, USA based subsidiary of TNL named as BM Limited (BML) was created (refer Exhibit-2). Considering scale of business and complexity involved, the company decided to post some of its brightest officers there. Through competitive and transparent process of selection, three officers viz.

Product

Anything that possesses utility is described as goods. A product is both what a seller sell and what a buyer has to buy. 

According to Phillip Kotler: A product is anything that can be offered in a market for attention acquisition, use or consumption that might satisfy a want or need. It includes physical objects, services, persons, places, organisation and ideas.

According to Stanton: A product is a set of tangible and intangible attributes, including packaging, colour, price, manufacturer’s prestige, retailer prestige and services which the buyer may accept as offering satisfaction or wants or needs.

Context

Value Services Incis (VSI) incorporated and headquartered in New York, USA and with presence in 14 countries across the globe. With a total of 14000 employees globally, about 23% of their workforce is based in India in their offices across Mumbai, Delhi and Bangalore. Their India headquarters is in Mumbai.

The company's business is primarily in research services. They pride themselves in providing high quality and in-depth research output across all domains, industries and geographies. They serve 40% of the fortune 500 companies as their clients and by 2020, they aim to cover 70% of the list

Public Finance

Public finance is a branch of economics which deals with the income and expenditure of public authorities such as Central Government, State Government, Corporations, Municipalities etc. Public finance, according to Adam Smith, is the study of the nature and guiding principles of government spending and revenue.

Micro Finance vs. Macro Finance

Microfinance and macro finance represent two types of funding-related activities. The difference lies in their scope. Microfinance is an individual-focused, community-based approach to provide money and/or fnancial services to money to poor individuals or small businesses who lack access to mainstream or conventional resources. 

Sales Management

According to American marketing Association “Sales management is the planning, direction and control of personal selling, including recruiting, selecting, equipping, assigning, routing, supervising, paying and motivating as these tasks apply to the personal sales force.”

5.1 A great deal of research

A great deal of research has been carried out on listening in communication. According to the researchers, listening comes at top of the list of the four forms of communication

Abstract

Patent infringement is the act of unauthorized making, using, offering for sale or selling any patented invention within the India. In case of patent infringement it is necessary for the patentee to compare the claims granted to him with the allegedly infringing product an check whether there is an infringement – whether the infringing product falls within the scope of the claims of the patent. In such a case the patentee may sue for relief in an appropriate court. The patentee may ask for permanent injunction and damages on account of the infringement. It is the crusade of the inventor asserting his rights against an infringer and the law recognizes the importance of this right; because, without such positive and assertive rights, industrial progress would be hard to come by

Abstract

Patent is a monopoly right which is granted by the Government to the applicant for the full disclosure of an ‘invention’ which is ‘new’, ‘inventive’ and ‘industrially applicable’. Thus, before filing a patent application, the inventor must be sure that the work done by him is new and inventive. Further, during the examination of the patent application, it is required to be verified that the invention claimed in the disclosure/specification is new, inventive and industrially applicable. Since the search for the ‘Novelty’ of the invention is carried worldwide, it becomes all the more important for the inventor and the examiners to search for the prior art thoroughly. Searching for the prior art (i.e. state of the art) across the globe in around millions of documents both patents and non-patent documents, is like ‘searching a needle in the haystack’. However, by using proper keywords and classification techniques, it is possible to arrive at the closest prior art available. Each patent application is classified by the Indian Patent Office and thus attributed to one or several fields of technology. The classification scheme applied is the International Patent Classification (IPC).

Presentation takes place all the time in organization. We are required to make presentation in meeting, seminar, conference etc. The presenter should know certain techniques to make his presentation effective.

Abstract

Describes the genesis, organization and Internet representation of International Patent Classification (IPC). Provides the outline of seventh edition and useful URLs related to it.

Keywords: International Patent Classification, Patent Classification, Classification, Internet representation

Introduction

The International Patent Classification, commonly known as the IPC, is based on an international multi-lateral treaty administered by World Intellectual Property Organization (WIPO). This treaty is called the Strasbourg Agreement concerning the IPC, which was concluded in 1971 and came into force on October 7, 1975. The Agreement aimed to overcome the difficulties caused by using diverse national patent classification system. The common classification system defined by the Agreement is applied to patent and utility model documents. The Agreement is open to States party to the Paris Convention for the Protection of Industrial Property.

Keeping in view the importance of intellectual property rights and their protection, Journal of Intellectual Property Rights (JIPR) was started in 1996. The objective of the journal is enhancing communication between policy makers, organizational agents, academics, and managers on the critical understanding and research on intellectual property; and to promote the development of the newly cultivated research field. The journal publishes contributed/invited articles, case studies and patent reviews; technical notes on current IPR issues; literature review; world literature on IPR; national and international IPR news, book reviews, and conference reports.

JIPR is covered in the abstracting/ indexing services namely Scopus, EBSCO host Electronic Journals Service, Directory of Open Access Journal, Library & Information Science Abstracts database and Legal information Institute of India database.

The first use of rubber was by the Olmecs, who centuries later passed on the knowledge of natural latex from the Hevea tree in 1600 BC to the ancient Mayans. They boiled the harvested latex to make a ball for a Mesoamerican ballgame.

2.1 Introduction
Growing as a perennial tree or shrub, the genus Morus (Mulberry) is employed in sericulture and is the only food source for the tamed silkworm Bombyx mori L. It is also a valuable commercial plant. The mulberry attracts silkworms because it contains elements that cause biting and swallowing. People who live in Karnataka, Andhra Pradesh, the northeastern states and other parts of India rely heavily on sericulture, which grows exclusively mulberries and their variants for the purpose of raising silkworms.
2.2 Mulberry Plant
Mulberry is a plant that belongs to the kingdom Plantae, order Rosales, family Moraceae and genus Morus. It grows quickly when young but eventually slows down and rarely reaches a height of 33 to 50 feet. The leaves are alternately arranged, simple often lobed and typically lobed on juvenile shoots rather than on mature trees. The plant can be monoecious or dioecious depending on the species. It produces multiple fruits that are 2-3 cm long and mature fruits that are white or green to pale yellow with pink edges. In most species, the fruits are red when ripened, turning dark purple to black and possessing a sweet flavour.

4.1 Introduction
The yield of the mulberry crop is a significant component in determining productivity and consequently, profitability in sericulture. The two most crucial goals—increasing cocoon output per hectare and lowering production costs—will be achieved through optimizing mulberry leaf yield per unit area. Therefore, ensuring that he receives the highest leaf yield possible from his mulberry crop ought to be the main goal of every sericulturist. Furthermore,
it should be understood that every action made to increase leaf production also serves to enhance leaf quality, so securing insurance against losses to the cocoon crop later on in the silkworm raising process.
4.2 Soil and Climate
Except for extremely steep terrain, mulberry may be grown practically on any type of terrain. However, when it is grown on either level ground or gently sloping or undulating terrain, good growths are obtained. More sloping or steep terrain calls for careful consideration of appropriate soil conservation techniques including bench teracing, contour planting and contour drainage. Although mulberry thrives in a variety of soil types, loamy to clayey loamsoils are ideal for growth. Mulberry plants can withstand somewhat acidic soil conditions. However, if the pH of the soil is too low, lime or dolomite should be applied as a necessary corrective measure. When it comes to
alkaline soil Gypsum application in the soil is the best option for adjusting the soil’s alkalinity. Given that mulberries have deep roots, the soil should be sufficiently deep—up to two feet, at the very least. Mulberries grow well up to an elevation of around 4,000 feet after which their growth will be slowed by the lower temperatures. 

1. Government is concerned with the marketing system for

a) The quality of commodities at the lowest price

b) Maximum price for surplus produce

c) Steady income from marketing of commodities

d) Safeguard the interests of the groups associated in marketing

2. Which of the following statements are correct ?

i) The Jute Corporation of India is providing minimum price support that assists jute cultivators in all the states of India.

ii) The company purchases jute at the fixed minimum price when market prices declined and later sells to jute mills.

iii) The jute industry suffers from wide fluctuations in supply and price due to changes in the cultivated area and due to the effects of the factors associated with weather.

a) i and ii only

b) i and iii only

c) ii and iii only

d) All of the above