Evaluation of employee training programs

The specification of values forms a basis for evaluation .The basis of evaluation and the mode of collection of information necessary for evaluation should be determined at the planning stage. The process of training evaluation has been defined as� an attempt to obtain information on the effects of training performance and to assess the value of training in the light of that information.�

Read more

Competition in marketing

Demand for a firm’s products/services is also affected by the nature and intensity of competition in an industry .While analyzing the competition , Michael Porter, in his book on Competition Advantage and Competitive Strategy , mentions that a firm should extend its competitive analysis to include substitutes also, besides scanning direct competitors .The objective of such an analysis is to assess and predict each competitor’s response to change in the firm’s strategy and industry conditions This analysis will hopefully ensure the firm emerging as a competitive organization and also deciding on whom it should pick up as its major rival in the industry .

Read more

Buying Situations

It is not only products differ. Even the buying situation differs. each time the buyer is to take a purchase decision ,it may or may not be the same as the previous one. The differentiation between the two buying situations may be caused by the absence of any or all of the following factors.

Read more

Buying Center

We mentioned earlier that organizational purchase decisions. All individuals who participate in decision-making are referred to as the decision-making unit (DMU).To be able to get classified as a DMU it is important that concerned individuals should have a common goal and share the risk arising out of the decision. These individuals may or may not be a part of the buying organization ,like a consultant who is an outsider ,but plays a key role in the decision-making process.

Read more

Branding Decisions

Branding is an important strategy to differentiate the product from its competitors .Its a name ,logo ,trade mark, even patent number or package design, intended to identify the firm’s products or services from others. It represents to the customer the source of the product which leads him to associate with the brand. In taking brand decisions, the firm has to consider the target market, cultural influences on the market and the role the brand will play in its business strategy.

Read more