INTRODUCTION

Marketing:

Marketing is so basic that it cannot be considered as a separate function. It is

whole business seen from the point of view of its final results i.e., from the
customer’s point of view. Business is not determined by the producer or by the
customer.
-----Peter F. Drucker

Marketing is a social and managerial process by which individuals and groups

obtain what they need and want through creating, offering and exchanging
products of value with others
-----Philip Kotler

Marketing is an ongoing process of discovering and translating consumer needs

and design into products and services, servicing the customer demands with the
help of marketing channels.
-----Paul Mazer

American Marketing Association defined marketing as “ The process of

planning and executing the conception , pricing , promotion and distribution of
ideas , goods and services to create exchange that satisfy individual and
organizational objectives.

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MARKETING & CORE CONCEPTS

Marketing is a social & managerial process whereby individual & groups

obtain what they need & want through creating & exchanging products & value
with others. The core concepts of marketing are needs, wants, & demands;
marketing offers (products, services, & experiences); value & satisfaction;
exchange, transactions, & relationships; & market. Wants are the form assumed
by the human needs when shaped by culture & individual personality. When
backed by power, wants become demands.

Companies address needs by putting forth a value proposition, a set of

benefits that they promise to consumers to satisfy their needs. The value
proposition is fulfilled through a marketing offer-some combination of products,
services, information, or experiences offered to market to satisfy a need or want.

MARKETING MANAGEMENT:

Marketing Management involves getting, keeping, & growing customers

through creating, delivering, & communicating superior customer value.
Marketing management involves more than simply finding enough
customers for the company current output. Marketing is at times also concerned
with changing or even reducing demand simply put, marketing management is
customer management & demand management.

MARKETING ORIENTATIONS:

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 Marketing management can adopt one of five competing market
orientations.

The production concept holds that consumers favor products that are
available & highly affordable; management’s task is to improve production
efficiency & bring down prices.

The product concept holds that consumers favor products that offer the
most in quality, performance, & innovative features; thus, little promotional effort
is required.

The selling concept holds that consumers will not buy enough of the
organization product unless it undertakes a large scale selling & promotion effort.

The marketing concept holds that achieving organizational goals depends

on determining the needs & wants of too much target markets & delivering the
desired satisfactions more effectively & efficiently than competitors do.

The societal marketing concept holds that generating customer satisfaction

& long-run societal well being are the keys to both achieving the company’s goals
& fulfilling its responsibilities.

Dealer satisfaction:
Cement is a product which is sold in bulk quantities .It is not sold to the
ultimate consumers directly but it is sold to the intermediaries called the Dealers
who purchase cement in bulk and large quantities from the company and sell it to

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the ultimate consumers. These dealers play an important role in the success or
failure of a company. Therefore companies need to take measures to keep them
satisfied.

Customer satisfaction:

Today, companies face their toughest competition ever. Moving from a

product and sales philosophy to a marketing philosophy, however, gives a
company a better chance of outperforming competition. And the corner stone of a
well-conceived marketing orientation is strong customer relationships. Marketers
must connect with customers-informing, engaging, and may be even energizing
them in the process .John Chambers, CEO of Cisco Systems, put it well: “Make
your customer the center of your culture.” Customer-centered companies are adept
at building customer relationships, not just products; they are skilled in market
engineering, not just product engineering.

Walk into most of the banks and you will notice that human contact is kept
minimum. Many companies are aiming for high satisfaction because customers,
who are just satisfied still, find it easy to switch when a better offer comes along.
Those who are highly satisfied are much less ready to switch. High satisfaction or
delight creates an emotional bond with the brand, not just a rational preference.
The result is high customer loyalty.

Satisfaction:
It is a person’s feelings of pleasure / disappointment -resulting from
comparing a product’s perceived performance (or customer) in relation to his/her
Expectations.

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 It can be defined as the extent to which a product’s perceived performance
matches a buyer’s expectations.

Satisfaction is a perceived performance vs Expectations. The degree of

customer satisfaction varies with the individuals. The Customers those who are
highly satisfied are much less ready to switch over. High satisfaction/Delightement
of the Customer create an emotional Affinity with the Brand not just a rational
preference. Highly satisfaction of customers results in high customer loyalty.

The customer who are less satisfied will be always ready to switch over with
the offerings of the competitor.

So, in today’s highly competitive Marketing Environment service is not just

the criteria for business firm but High Customer Satisfaction is the main aim of
any firm.Especially,for Customer – centered company’s CUSTOMER
SATISFACTION is not only a goal but also a Marketing tool.

The company can increase the Customer Satisfaction by lowering it’s

prices ,and by providing more Services than the Competitors.

There are several influential factors which forms the expectations of the
Customers.

 PAST EXPERIENCE
 FRIEDS &ASSOCIATES
 MARKETERS

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  COMPETITORS promises etc.,

If the performance of the company does not match the expectations then the
Customer is dissatisfied.
And if performance of the company matches the expectations then the Customer is
satisfied.

And if performance of the company exceeds the expectations then the

Customer is highly satisfied and delighted. And will be much less ready to switch
over to other Brands and shows high customer loyalty.

Outstanding marketing companies go out of their way to keep customers

satisfied. A satisfied customer makes repeat purchases and tells others about their
good experiences with the product . The key is to match customer expectations
with company performance. Smart companies aim to delight customers by
promising only what they can deliver, then delivering more than they promise .

Marketers must be careful to set the right level of expectations. However

although the customer – centered firm seeks to deliver high customer satisfaction
relative to competitors, it does not attempt to maximize customer satisfaction.
Customer value and customer satisfaction are key building blocks for developing
and managing customer relationships.

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 Satisfaction is the customers fulfillment response . it is the judgment that a
product or service feature, or the product or service itself , provides a pleasurable
level of consumption related fulfillment.

Satisfaction is the customers evaluation of a product or service in terms of

whether the product or service has met their needs & expectations . Failure to meet
the needs and expectations is assumed to result in dissatisfaction with the product
or service .

Satisfaction is viewed as:

a) CONTENMENT: Where the customer does not think of more about the
Service as he is satisfied with the present state of affairs.

b) PLEASURE : Customer feels good or associated with a sense of belonging.

c) DELIGHTED : Customers are surprised positively.

d) RELIEF : Removal of negative aspects of satisfaction.

Satisfaction is a dynamic, moving target that may evolve over time and is
influenced by variety of factors. Customer Satisfaction is influenced by several
factors.

CUSTOMER SERVICE :

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 It is consisting of supporting action for the core products.
 It is designed to build customer relationships.
 It is the service rendered at free of cost.

Examples:- a retail employee helping customer to find an item, taking orders,

Handling complaints, Dealing with Billing Answering Questions, Free service of
automobiles &2 wheelers.

Factors influencing the customer satisfaction

A company’s sales activity should result in customer satisfaction in most of the
items. It is because a company sale basically generate from two groups: one being
new customers, another is the loyal customer group. For any firm, it usually costs
more to attract new customers than to sell to loyal customers is to keep them
satisfied. Loyal customers buy the product again or buy other products of the same
company with higher probability and they talk favorable about the product/ brand
to other, pay less attention to competing brands and advertising. A loyal customer
is an asset to the company as they generate sales to the company with repeat
purchase or with good word of mouth to the utmost extent.
With the help of good after sales service programme, the company can establish
a cordial relationship with its customers. For this it should opt for a value delivery
system consisting of effective delivery and installation, courteous attention
towards customer complaints, promptness in providing customer service etc., it
can communicate with its customers by sending mails or giving calls in an effort to
know the product’s performance and customer satisfaction levels. These signals to
the customers of the company, the company’s commitment to customer care.

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 Customer Satisfaction is influenced by specific product or service and by
perceptions of quality. Satisfaction is also influenced by Customer’s Emotional
Responses, their attributions, and their perceptions of quality.

 Product & Service Features.

 Consumer Emotions.
 Attributes for Service success or failure.
 Perceptions.
 Other Consumers, Family members &Co workers.

PRODUCT& SERVICE FEATURES:-

The failure of the service significally affect the satisfaction of the customer
eg: Hotel privacy, helpfulness and courtesy of staff, room price, pool area etc.,
customer may even make trade offs among different service features e.g., price
level V/s Quality V/s Friendliness of personnel vie level of customization.

CONSUMER EMOTIONS:

When the customer is in a very happy stage in his life (Vacation) and this
happy mood and positive frame of mind will influence the service he is
experiencing. Contrary to this when the customer is in a bad mood, the negative
feeling arising out of the bad mood will be carried over to experience of services
and cause the customer to over-react. Thus emotions effect the Satisfaction of any
Customer.

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ATTRIBUTION OF SERVICE SUCCESS OR FAILURE: -

Attributions are perceived causes of Events experienced by the customer.

When the Customer experiences by an Outcome, a +ve or – ve will try to identify
the reasons for the outcome. For eg., If a consumer of a weight loss Clinic fails to
loose weigh as hoped for, will like to search for the cause. Whether it was due to
ineffective diet Plan, he couldn’t follow the diet Regimen etc.,
The customer’s assessment of the reasons of the failure will influence their
satisfaction. If the causes Accessed in case failures are due to the in effective diet
plan this will influence Error is made by the clinic but was out-Side the influence
satisfaction of the Customer?

PERCEPTIONS OF THE EQUITY OR FARINESS:

If a Customer feels that he has been treated fairly in comparison with other
Customer, with respect to price and Quality etc., will be satisfied. This Perception
of fairness or equity in receiving the services influence Customer Satisfaction of
Customers.
OTHER CONSUMER, FAMILY MEMBERS, CO – WORKERS:
The Satisfaction of the members of a on a family vacation trip will be
Influenced by the members on the Vacation events. Satisfaction becomes the
dynamic phenomenon when it Comes to group influence.

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Besides the above factors, product quality, Service quality with respect to physical
environment, interaction and outcome and price also affect Customer Satisfaction.

SERVICE QUALITY DIMENSONS:

Research suggest that customers try to perceive quality based on multiple
factor other than 3 P’s :

Para Suraman, Zeithman and Berse in their research have identified five
dimensions of service quality which are applicable for a variety of Services. The
five dimensions are as follows :

1) Reliability
2) Responsiveness
3) Assurance
4) Empathy
5) Tangibles.

CUSTOMER SATISFACTION PYRAMID”

DELIGHTNESS

SATISFACTION

DISSATISFACTION

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Higher Loyalty

Loyalty

The above pyramid implies that, the firm not can reduce dissatisfaction
among customers But can also pushup some of the dissatisfied customers onto
satisfaction level satisfaction level by fulfilling their requirements with its
effective after sales service. Here the arrow indicated after sales Service.

Measuring Satisfaction:

Many companies are systematically measuring customer satisfaction and the

factors shaping it. For example, IBM tracks how
Satisfied customers are with each IBM sales person they encounter and make this
as a factor in each salesperson’s compensation.

A company would be wise to measure customer satisfaction regularly because

one key to customer retention is customer satisfaction. A Highly satisfied customer
generally stays loyal longer, buys more products as the company introduces new

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products and upgrade existing products, talks favorably about the company and its
products, pays less attention to competing brands and is less sensitive to price,
offers product or service ideas to the company, and costs less to serve than new
customers because transaction are routine.

The link between customer satisfaction and customer loyalty however is not
proportional. Suppose customer satisfaction is rated at a scale from one to five. At
a very low level of customer satisfaction, customers are likely to abandon the
company and even bad-mouth it. At levels two to four, customers are fairly
satisfied but find it easily to switch when a better offer comes along.
At the level five the customer is very likely to repurchase and even spread good
word of mouth about the company. High satisfaction or delight creates an
emotional bond with the brand or the company, not just a rational preference.
Xerox’s senior manager found out that its “completely satisfied” customers were
six times more likely to purchase Xerox products over the following 18 months
than its “very satisfied” customers.

When the customer rate their satisfaction with an element of the

Company’s performance say, delivery- the company needs to recognize that
customers vary in how they define good delivery. It could mean early delivery, on-
time delivery and order completeness and so on. The company must also realize
that two customers can report being “highly satisfied’’ for different reasons. One
may be easily satisfied most of the time and the other might be hard to please but
was pleased on this occasion.

A number of methods exist to measure customer satisfaction. Periodic surveys

can track customer satisfaction directly. Respondents can also be asked additional

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questions to measure repurchase and intention and the likelihood or willingness to
recommended the company and brand to others. Paramount attributed the success
of its five theme parks to the thousands of web-based guest surveys it sends to
customers who have agreed to be contacted. During the past year, the company
conducted more than 55 web-based surveys and netted 100,000 individual
responses that described guest satisfaction on topics including rides, dining,
shopping, games, and shows.

Companies can monitor the customer loss and contact customers who have
stopped buying or switched to another supplier to learn why this happened
.Finally, companies can hire mystery shoppers to pose as potential buyers and
report on strong and weak points experienced in buying the company’s and
competitors products. Managers can themselves enter company and competitor
sales situation where they are unknown and experienced first hand the treatment
they receive or phone their own company with questions and complaints to see
how the calls are handled.

For customer satisfaction surveys, it’s important that companies

ask the right questions. Frederic Reichheld suggests that perhaps only one question
really matters: “would you recommend this product or service to your friend?” he
maintains that marketing departments typically focus surveys on the areas they can
control, such as brand image, product features and, pricing. According to
Reichheld, a customer’s willingness to recommend to a friend results from how
well the customer is treated by the front-line employees’ which in turn is
determined by all the functional areas that contribute to a customer’s experience.

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 In addition to tracking customer value expectations and satisfaction,
companies need to monitor their competitor’s performance in these areas. One
company was pleased to find that 80 percent of its customers said they were
satisfied. Then the CEO found that its leading competitor had a 90 percent
customer satisfaction score. He was further dismayed when he learned that this
competitor was aiming for a 95 percent satisfaction score.

For customer-centered companies, customer satisfaction is both a goal and a

marketing tool. Companies need to be especially concerned today with their
customer satisfaction level because the internet provides a tool for consumers to
spread bad word of mouth-to the rest of the world. On web sites like
troublebenz.com and lemonmb.com, angry Mercedes-Benz owners have been
airing their complaints on every thing from faulty key fobs and leaky sunroofs to
balky electronics that leave drivers and their passengers stranded.

Companies that do achieve high customer satisfaction ratings make sure

their target market know it. When J.D power began to rate national home mortgage
leaders. Countrywide was quick to advertise its number one ranking in customer
satisfaction. Dell computer’s meteoric growth in computer systems industry can
be partly attributed to achieving and advertising its number-one rank in customer
satisfaction.

The University of Michigan’s Claes Fornell has developed the American

Customer Satisfaction Index (ACSI) to measure the perceived satisfaction
consumers feel with different firms, industries, economic sectors, and national
economies. Examples of the that led their respective industries with high ASCI

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scores in 2003 are Dell(78) , Cadillac(87), FedEx(82), Google(82), Heinz(88) ,
Kenmore(84), Southwest Airlines(75), and Yahoo!(78).

Customer Satisfaction Measurement (CSM) Program:

Defining the objectives

• Any road will do if you don’t know where you want to go…..

• Identify customer’s priorities.

• Learn customer’s tolerance band

• Receive first-hand input on your company’s performance

• Obtain performance rating relative to your customer priorities

• Learn performance rating relative to your competitive performance

• Establish priorities for improvement

Develop the Research Design

• Research design is a fundamental part of the CSM process.

• Research design flows directly from the stated objectives

• Must be developed to ensure reliability

• Ability to provide consistent results.

• Measures the original intent

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 • Eliminates bias

• Meaningful questions to the customers

Questionnaire design

• Accurate identification of attributes that are important to the customer

• Is the foundation upon which all subsequent portion of CSM program

• Must be built.

• Product attributes

• Service attributes

• Organizational attributes

• Future behavior attributes

Pretest the CSM Program

• Pretests are essential. Do not minimize! They validate:

• Questionnaire

• Sampling

• Data analysis

Benefits of satisfaction Surveys

• Improve customer, client, employee loyalty

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• React quickly to changes in the market

• Identify and capitalize on opportunities

• Beat the competition

• Retain or gain market share

• Increase revenue

• Reduce cost

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Cultivating Customer Relationships

Maximizing customer value means cultivating long-term customer

relationships. In the past, producers customized their offerings to each customer.
The tailor fitted a suit and the cobbler made shoes for each individual. The
Industrial Revolution ushered in a era of mass production.

To maximize economies of scale, companies made standard goods in

advance of orders and left it to individuals to fit into whatever was possible.
Producers moved from built-to-order marketing to built-to-stock marketing.
Companies are now moving away from wasteful mass marketing to more precision
marketing designed to build strong customer relationships. Today’s economy is
supported by information businesses. Information has the advantage of being easy
to differentiate, customize, personalize, and dispatch over network at incredible
speed.

As companies have grown proficient at gathering information about

individual customers and business partners (suppliers, distributors, retailers), and
as their factories are designed more flexibly, they have increased their ability to
individualize offerings, messages, and media. Mass customization is the ability of
a company to meet each customer’s requirement - to prepare on a mass basis
individually designed products, services, programs, and communications. While
Levi’s and Lands End were among the first clothing manufacturers to
introduce custom jeans, now there are a no of players in the mass-customization
market.

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  Nike lets consumers customize athletic shoes for 10$ more. A shopper
with two different size feet can even get no matching pair .
 At Reflect.com , the web site for Procter&Gamble spin-off Reflect
True Custom Beauty , consumers answer a set of questions and then
get custom – blended foundation , moisturizer , shampoo, or other
cosmetics and skin-care products.
 Interactive Custom Clothes, which began making made-to-order jeans
and pants in 1996, has grown so fast that it had to stop taking orders in
2003. The company is now trying to find an apparel manufacturer or
retailer partner to help ease the load.

Customer Relationship Management(CRM) & Strategies for

building lasting customer relationships.

Narrowly defined, customer relationship management (CRM) involves loyal

customer & carefully managing customer “touch points” in order to maximize
customer loyalty. More broadly, however’ customer relationship management is
the overall process of building & maintaining profitable customer value &
satisfaction. The aim of customer relationship management is to produce high
customer equity, the total combined customer lifetime values of all of the
companies customer.

The key to building lasting relationship is the creation of superior customer

value and satisfaction, and companies need to understand the determinants of
these important elements. Faced with a growing range of choices of products and
services, consumers base their buying decision on their perception of value.
Customer perceived value is the difference between total customer value and total

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customer cost. Customer will usually choose the offer that maximizes their
perceived value. Customer satisfaction results when a company performance has
fulfilled buyers’ expectations. Customers are dissatisfied if performance is below
expectations, satisfied if performance equals expectations, and delighted if
performance exceeds expectations.

Satisfied customer buy more, are less price sensitive, top favorably about the
company, and remain loyal longer. Companies not only strive to gain customers
but, perhaps more importantly, to level at which they want to build relationship
with different market segments and individuals customers, ranging from basic
relationship to full partnerships. Which is best depend on a customer lifetime value
relative to the cost required to attract and keep the customer. Today marketer’s use
a number of specific marketing tools to develop stronger bonds with customer by
adding financial & social benefits or structural ties.

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Review of Literature.

Soumava Bandyopadhyay studied the relationship of supplier-dealer

relationalism with dealer satisfaction is examined with the help of a structural
equation model in the two diverse cultures of the United States and India.
Intrachannel relationalism between suppliers and dealers is measured in six
dimensions: solidarity, mutuality, flexibility, role integrity, duration, and trust. The
same measures of the various aspects of relationalism and dealer satisfaction are
applied in the electric lamp and lighting equipment channels in the two countries
with satisfactory reliability and validity. In both countries, relationalism as a whole
is found to have a significant positive impact on dealer satisfaction. Individually,
different dimensions have significant impacts on dealer satisfaction in the two
countries. In the United States, trust and mutuality are individually significant,
whereas in India, flexibility is the significant dimension affecting satisfaction.

Dr. Ahmed A Al-Motawa found that the relationship between foreign car-
manufacturers and their respective agents in the "emerging" market of Saudi
Arabia. The study takes the theories and findings about the relationship in
advanced country domestic situations to see if they apply to a crosscountry
situation involving manufacturers from advanced countries and agents in a
developing country. The study examines the extent of the manufacturer control
over the dealer, the sources of that control and how each of these affect the level of
conflict between the manufacturer and the dealer, and the dealer satisfaction, all
from the dealer's perspective. Based on the literature, hypotheses were formulated
and constructs developed using a questionnaire to which a relatively large sample
of the dealers responded. Appropriate statistical tests of reliability and validity

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were conducted and thereafter simple Pearson correlations were calculated to test
the hypotheses. Unlike in most advanced country studies, manufacturers were
found to practice little control over their agents, nor was control found to be
associated with the use of coercive and non-coercive measures by the
manufacturers. But other facets of the relationship were found to be generally
similar to other studies. Conflict was found to relate positively to the use of
coercive measures by the manufacturer. Dealer satisfaction was found to relate
positively to the use of non-coercive measures and negatively to the level of
conflict and the use of coercive measures. The study concludes that the stick and
carrot philosophy that may work in the West, does not work in the Middle East,
just as others have surmised.

ALEXANDER STAUS analyzed dealer satisfaction data in the agricultural

technology market in Germany. The dealers could rate their suppliers in the
"overall satisfaction" and in 38 questions which can be summarized in 8
dimensions. An ordinal regression model which is also known as the proportional
odds model is used to analyse the ordinal scaled rating of the dealers. The ordinal
regression model is a well examined method in econometric theory, but many
authors prefer using a linear regression model due to better interpretation, even the
assumptions of a linear regression do not fit the data. Since the estimated
coefficients of an ordinal regression model can not be properly interpreted we
show other methods for a better insight of the relationship of the dealer satisfaction
and the influencing variables. These methods are easy to use and it is
recommended to list some of them in empirical papers.

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ROBINCHEAUX says that suppliers use a variety of strategies to gain a preferred
position within their dealers supply network. Dealers allocate purchases among
several suppliers in order to maximize benefits from their suppliers competitive
maneuvers and to avoid being dominated. Uses an extension of transaction cost
analysis and contract law to provide empirical insight into supplier-dealer
relationships within dealers supply networks. Also suggests simple but powerful
mechanisms for suppliers to enhance relationship strength.

Bandyopadhya studied the relationship between communication in the form of

influence strategies used by suppliers in marketing channels and dealer satisfaction
is examined in the two diverse cultures of the US and India. The frequencies of use
of six types of influence strategies by suppliers-information exchange,
recommendation, request, promise, threat and legal plea-are measured. The same
measurement scales for the six influence strategies and dealer satisfaction are
applied in the electric lamp and lighting equipment channels in the two countries.
In both cultures, a structural equation model relating the influence strategies with
dealer satisfaction is found to be statistically significant. However, when the
impact of individual influence strategies on dealer satisfaction is considered,
differences are found between the two countries. In the US, recommendations
affect dealer satisfaction positively whereas requests and threats affect it
negatively. In India, recommendations and legal pleas impact on dealer satisfaction
positively.

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Chi-Shiun studies of influence strategies in channel relationships have focused on
western, individualistic countries. This study seeks to extend the empirical findings
in Taiwan's motor industry to elucidate differences among diverse context. The
results reveal that the promise strategy must be separated from coercive strategies
and the request strategy must be separated from noncoercive strategies under the
context of Taiwan's motor industry. Moreover, discrimination between economic
and social satisfaction helps relationships between influence strategies and
satisfaction and the effects of satisfaction on performance to be understood. The
dealer's satisfaction is positively related to his performance, and social satisfaction
is more important than economic satisfaction.

Roger J found that suppliers use a variety of strategies to gain a preferred position
within their dealers' supply network. Dealers allocate purchases among several
suppliers in order to maximize benefits from their suppliers' competitive
maneuvers and to avoid being dominated. Uses an extension of transaction cost
analysis and contract law to provide empirical insight into supplier-dealer
relationships within dealers' supply networks. Also suggests simple but powerful
mechanisms for suppliers to enhance relationship strength

Ahmed A made an attempt to investigate the relationship between communication

and each of the channel phenomena of: manufacturer control over the dealer-agent,
manufacturer role performance, dealer satisfaction and conflict between the two in
an international setting; automobile manufacturers exporting to Saudi Arabia. The
paper first discusses the impact of the level of economic development and culture
on channel structure and operations. From a questionnaire data, constructs were

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developed, their reliability and validity ascertained. A positive association was
hypothesized between communication and each of the first three constructs and a
negative one hypothesized with conflict. Results indicated a significant positive
association between communication and the manufacturer role performance and
also with satisfaction. No association was detected between communication and
control nor with conflict.

Peter C. Verhoef says that dealers may contribute to brand retention through their
sales and service efforts. In this study we investigate the degree to which dealers
contribute to brand retention and how this contribution is moderated by brand tier.
To this end we distinguish between economy, volume and prestige brands. We also
investigate how the effectiveness of dealer instruments to increase dealer retention
differs across these brand tiers. We collected data on brand retention and dealer
retention among consumers who recently purchased a new car. Our findings show
that dealers selling volume brands are able to improve brand retention rates. In
contrast, dealers of prestige and economy brands are unable to affect brand
retention. In line with the notion of brand-dealer fit we also find that the effects of
dealer extrinsic service quality and dealer payment equity on dealer retention differ
between prestige, volume, and economy brands. Extrinsic dealer service quality
has the smallest effect for dealers selling economy brands, while dealer payment
equity is the most important determinant of dealer retention for these dealers.

Patrik Jonsson says that Increased attention has been paid to the question of how
to build stable and long-term working relationships between suppliers and dealers.
This study proposes a conceptual model including behavioral dimensions of

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supplier-dealer relationships and presents hypotheses about how to achieve
satisfactory inter-organizational relationships. Satisfaction is the consequence of
working relationships focused upon in our model. The model is an empirical
assessment of the relationship between Swedish lumber dealers and their suppliers.
T-test evidence suggests that all proposed critical variables, with the exception of
coercive power, are of significant importance for achieving a high rate of perceived
relationship satisfaction, regardless of whether the relationship is characterized by
a high or a low level of trust and commitment. A good reputation, close
relationship and positive relationship benefits are key variables for the
achievement of high satisfaction in a “high-trust and commitment relationship”.
Results also indicate that it is possible to achieve a high satisfaction level even
when the supplier-dealer trust and commitment are lacking

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COMPETATIVE MARKET STRATEGIES

A marketing strategy is a process that can allow an organization to concentrate its (always
limited) resources on the greatest opportunities to increase sales and achieve a sustainable
competitive advantage.
A marketing strategy is most effective when it is an integral component of corporate strategy,
defining how the organization will engage customers, prospects and competitors in the market
arena for success. It is partially derived from broader corporate strategies , corporate missions, and
corporate goals. They should flow from the firm's mission statement. They are also influenced by
a range of micro environmental factors.

Marketing management is the process of planning and executing the distribution of ideas. Goods
and services to create exchanges that satisfy individual and organization objective. The
American Marketing Association Approval this definition in 1985

As critical functional area marketing has received increasingly grater attention in the competitive
business world since the early modern era. The old concept focused on the firm’s existing
products or services and considered marketing to consist of selling and promotion to maximize
sales at a profit. The new concept in contrast focuses on the form existing and potential
consumer and seeks to earn profit through to customer satisfaction with an integrated marketing
program.

MARKETING DECISION VARIABLES:

Before formulation of policies it me be useful for management to identify and categorize the
decision variables or factors of significance in marketing activities. According to lazar and Kelly
they may be divided into three categories.

Good and Services mix concerned with all the ingredients that consumers purchase including
items like package prices branding and services accompany the products.

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Distribution mix consisting at two major components namely channel of distribution physical
distribution.

Communication mix concerned with all the persuasive and information ingredients like personal
selling, advertising, and sales promotional and special sale aids.

MARKET SEGMENTATION

A key strategic decision related to the needs for products differentiation is the selection on
market at the corporate, SBU, product categories and or level. This is because the target market
or product is often a small part of the total market. Market segmentation thus refers to the
division of customers into meaningful buyer groups.
This can be done on the basis of such variables as socioeconomic characteristics of buyer
business.

The foremost benefit of market segmentation is that the firms are alert to the needs of different
buyer groups. Another benefit is that marketing efforts can be directed and marketing tools
among segments strategic approaches towards market segmentation

Once market segment are identified it remains for the management to decide on strategic
marketing policy in that context Two different approaches are possible.

UNDIFFERENTIATED MARKETING

A single product firms may not recognize the difference in demand for the product of different
consumer group. It me thus design the product and adept a marketing programmers with sales
appeal the maximum of consumers.

DIFFERENTIATED MARKETING:

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The forms may decide to survey all segments of the product market but a separate product design
and or marketing program for each segment concentrated marketing strategy The from the
survey one or few market segment so as to gain a sub strained market share in these sub market
rather than spreading the marketing effort mainly over many segments.

PRICING

It is useful for publication (newspapers, magazines, textbooks, rough books account books etc,
PRICING STRATEGY;

Pricing is one of the most important decision areas of marketing value: the price level and the
sale volume in if self is dependent on pricing really becomes the key to the revenue of the
business.

Pricing becomes a vital decision area on account of many other factors besides its crucial role in
beginning revenues and profit to the business . It is essential that get a full picture before we
proceed with a discussion of the various issues relating to pricing
PHILP KOTLER:

“Price is simply a convenient way to express the value that parties to transaction place up to the
product that is being exchanged”.

WILLIAM FSCHOOL:

“The value of product attributes expressed in monetary terms which a consumer pays on is
expected to pay to exchanged and anticipated of the expected utilities”

MEANING OF PRICE:

Price is the exchange value of goods and services in terms of money. In other words price of
product or services s what the seller feels it worth is term or money exchange could be
undertaken but then the advantage increasing monetary standard is that then buyer can
universally accepted medium of exchange any other commodities are services desired. This
exchange value is called price. Terms of money the exchange could be under taken, but then the
advantage increasingly monetary standards is that they buyer can universally accepted medium
of exchange any other commodities are services desired this exchange value is called price.

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IMPORTANCE OF PRICE IN BUSINESS:

Price in important element in meet consumer needs price and pricing policy is among the most
important problems that comfort management today. The value and utility of product have to the
set against. Price is always and important consideration both to the buyer and seller it can often
smell success disaster to affirm.
The perfect market price s determined by supply and demands thus however assume that they are
many buyers and sellers that buyers are bully.

Economic uses a large number of tools in determining the price theory:

Economic uses a large number of tools in determines the price in spite capable of describing a
presence method price determination all of those tools are more concerned with fundamental
tendencies that are at a work in various types of market structure even it business man were
willing to flow theoretical concept is setting prices the could not do so due to tack necessary
clued theoretically it is possible to relation ship between income and marginal cost and this
relationship to price and quantities. But for partial application data no available for all methods.
Pricing is a point where theory and practice do not reconcile. This could be illustrated by the
following example the concept of elasticity.
Demand describes the relationship between changes in prices and the accompanying. Changes
demands the theory states that the change is price will be make change in clearance and that they
are inversely related if the prices are out down the demand will naturally expand but the theory
feels to give any indication in exact terms and it remains only as a kind of general guideline.

The economic factors fare not the only factors that influence the price determination there are
other factor also that pay an equal important part in the determination of product. In short
businessman when setting a price of goods. Today has to consider various factors like consumer
a demands competitions political consequences legal aspect and seven ethical aspect of pricing.
In addition the most consider his own cost.

The cost of the channels he use reach the market and the various activities he has to perform in
connection with the sale (such as advertisement and sale promotion freight madding cost distant,
etc) for two groups internal factors and external factors.

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FACTORS INFLUENCING PRICING:

INTERNAL FACTORS:

• Corporate and marketing objecting of this firms

• The image sought by the firms through pricing.
• The basic characteristic of the product.
• The stage of the product on the product life cycle
• Price elasticity of demand of the product
• Use patterns and turns around rate of the product
• Cost of manufacturing and marketing
• Composition of the product line of the firms

EXTERNAL FACTORS:

• Market characteristics
• Buy our behaviors in respect of the particular product.
• Extend of bargaining power of main customer
• Competition pricing policy
• Government controls regulation
• Other receiving legal accept

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Company profile:

BINDU EPOXIES INDIA INTERNATIONAL is a professionally run company into

the manufacturing and supplying of a wide range of Epoxy resins, Concrete
admixtures, Grouts, Water Proofing compounds, Bonding agents, Tile adhesives,
Wall putty, Tile joint Grouts, Floor Hardners, and Repair products etc.

since the year 1995. . These strictly comply with the standards of the industry
and are well applauded for its Bindu wall Care Putty & Impression Wall Base
Putty offered by us conforms to the HDB (Housing Development
Board), Andhra Pradesh
and is not only ideal in performance but also economical.

Under the dynamic leadership of our M.D, Mr.G.Subba Rao

, we have successfully established ourselves in some parts of our country. His
dynamic leadership and business values have assisted us in spreading our
business in Orissaa, Karnataka part from Andhra pradesh
in visakhapatnam., a prominent industrial center of A.P, we are well
connected with rail, road and air transport, owing to this; we deliver our
range within the negotiated delivery time. Our modern infrastructure and
cutting edge technology has assisted us in gaining a wide customer base which
is spread throughout the country. In addition to this, we also have expertise to
customize our range as per the specifications of our valued customers.

Our range of products involve, Epoxy resins, Concrete admixtures, Grouts,

Water Proofing compounds, Bonding agents, Tile adhesives, Wall putty, Tile joint
Grouts, Floor Hardners, and Repair products etc .is used in Building Compound,
Swimming Pool Decks, Outdoor Spaces, Footpaths, Driveways, Residential
Streets, Public Parking, Bus Shelters, Ramp Area, Petrol Pumps, Gas
Stations, Industrial Floors, Any Non Skid External Paving and in many
others. We market our range under the brand name of BINDU EPOXIES INDIA
INTERNATIONAL.

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Company Details

Year of 1995
Establishmen
t

Legal Status Private Ltd. Co. Registered under Indian Companies Act
of Firm 1956

Turnover Upto RS 50 LAKHS (Approx.)

Income Tax AAGCM0482M

Registration
No.

Tax 06691215810
Identification
No.

Central Sales 06691215810

Tax No.

Nature of • Manufacturer
Business • Exporter

• Wholesaler
Team & Staff
Total 11 to 25 People
Number
of
Employees

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Team of Professionals

Our’s is a professionally managed company with a devoted team of accomplished and

experienced professionals having expertise in their respective domains. These professionals
work with committed endeavor towards the development of our range of Wall Care
putty Epoxy resins, Concrete admixtures, Grouts, Water Proofing compounds, Bonding agents, Tile
adhesives, Wall putty, Tile joint Grouts, Floor Hardners, and Repair products etc as well as the
company. Their unrelenting attempt to offer finest quality range assists us in maintaining
our present position in the industry as compare to our competitors.

Our team consists of:

• Designers
• Civil engineers
• Procuring agents
• Fitters
• Quality analysts
• Research and Development professionals
• Administration and Management professionals

To enhance their professionals skill, we arrange training for our professionals. This
assists in the efficient fabrication of our range as per the existing and recommended
standards of the industry.

Our Clientele

Our endeavor to accomplish high quality standards for our customers and timely delivery
has given us a wide customer base which is spread all over the country. To facilitate this,
we have a technically equipped Customer Care Cell at our organization. It looks into the
feedback and grievance, if any received from our esteemed customers and integrate these
as per the requirements of cement based products such as the adhesives and Wall Care

35
putty industry. In addition to this, we also offer our customers the facility of customization
as per their industry specific requirements.

Our qualitative range has attracted numerous prominent customers; some of them are as
follows:

• N.T.P.C
• B.H.P.V
• H.P.C.L
• Indian Oil Corporation
• V.U.D.A (visakhapatnam)

Terms and conditions pertaining to mode of payment, lead time, minimum order and
others can be discussed at the time of placing of order.

Product Portfolio

We are involved in the manufacturing and supplying of a wide range of cement based products that
includes Resins, Grouts, Admixtures, and Wall Care Putty. Our range comprises :

• Epoxy Resins
• Concrete Admixtures
• Grouts
• Water Proofing Compounds
• Bonding Agents
• Tile Adhesives
• Wall Care Putty
• Epoxy Floor Coating and Protective Coating
• Epoxy Floor Screed
• Tiles Joint Grouts
• Floor Hardners
• Repair products
• Bindu Wall Care Putty
o Elegant design

36
 o Attractive colors
o Easy to use ( Wall Care Putty)
o Well polished
o Dimensionally accurate
o Perfect cutting and finishing
o Innovative designs
o Available in different sizes, shapes, patterns, colors and textures
o Versatile application areas
o Offered in glossy or natural finish

We are well equipped to customize our entire gamut as per the specifications provided
to us by our valued customers.

Owing to its conformity to the existing and recommended standards of the industry, these are
well acknowledged across the market. Bindu Wall Care Putty offered by us complies with the
standards of the HDB (Housing Development Board), Andhra pradesh. Our range of product
is marketed under the brand name of Bindu epoxies.

Quality Assurance

We offer Resins, Grouts, Admixtures and Wall Care putty manufactured by

using qualitative raw material sourced from trustworthy vendors.
Professionally competent and experienced quality analysts scrupulously
examine the entire process of manufacturing, so as to ensure quality. Owing to
all this, we have gained an ISO 9001:2000 Certification. Our wide range
stringently complies with the standards of the industry and has earned high
regard throughout the country.

To maintain our present niche in the industry, our quality analysts check our
range on following parameters:

37
 • Quality of raw material
• HDB (Housing Development Board)
• Design
• Tolerance
• Sturdiness
• Color
• Operation
• Reliability

• Finishing

Research and Development

Our modern Research and Development wing is supervised by accomplished research

professionals who have proficiency in cement based products such as Resins, Grouts,
Admixtures, Wall Care Putty. They are ceaselessly involved in research related to our range
and facilitate us in the anticipation of the market dynamics. Apart from this, they work in
coordination with the production unit as well as with the in-house design unit and help us
in developing our range using latest technology. These professionals conduct research on
following factors:

• Raw material
• Manufacturing process
• Technology
• Design

Any new development taking place in cement based products Epoxy resins, Concrete

38
 admixtures, Grouts, Water Proofing compounds, Bonding agents, Tile adhesives, Wall
putty, Tile joint Grouts, Floor Hardners, and Repair products , which can be ideal for our
company as well as for our valued customers, is assessed on the feasibility and
proficiency. Only if it meets these factors, it is recommended to the related
department. Apart from this our research wing is technically equipped to store
research data digitally for future reference.

Bindu Grouts:

Free flow non shrink cementitious high strength grout

BINDU grout is a specially formulated cementitious grout which has

excellent shrink resistance and free flow properties. The very high initial and
ultimate strength make it suitable for applications below load bearing areas
where static and dynamic loads occur. The high strength cementitious grout
has unique formulation which does not cause corrosion of machine parts,bolts
etc. in contact with.

39
Areas of application:

• Heavy duties machines foundations

• Base plates and bolt pockets of turbo generators.
• Columns in pre cast constructions.
• Diesel generators sets.
• Cement ,textile,and paper mills machinery.
• Steel rolling mill beds.
• Crane and transformers raks.
• Concrete anchors.
• Cavities ,gaps and recesses.

BINDU ADMIX:

BINDU ADMIX is chloride free water reducing admixture based on selected

sugar reduced lingo sulphanate . it is supplied as a brown solution . on
addition to concrete it dispenses the cement particles and hence strengthens
the work abilty and quality of concrete.

Standard : compiles with is9103-1979 BS 5075 part -1

ASTMC-494 type –A as a normal water reducing Admixture.

Where to use:

40
 • It is used where long transportation is involved ready mix concrete
plant. Concrete is required for high raise building.
• Very massive foundations mass centre where cool joints have to be
avioided and where of exothermic concrete heat has to be control.
• Hi-rise towers, chimneys and slip form structures has to be constructed.

ADVANTAGES:

• Gives improved quality of concrete as it reduce bleeding. Honey

combinig ,segregation and gives better finish.

• Water reduction significantly improves comphrehensive strength at all

ages and enhances durability through the production of low
permeability concrete.

Bindu Tile bond

TILE FIXING ADHESIVE

“Welcome to the place that let's you have it all. With Bindu Tile bond, your dream
home is just a few clicks away. As this site will show you, it makes almost any
kind of design you have in mind for your home possible. So versatile that it is
actually a design tool that you can use at your own will. Right from creating an
amazing array of flooring designs with Designer Floorings, Mosaic or Marble to
applying unusual textured finishes to the walls that make up your home. Browse
through and let your imagination unfold. And you'll see how Bindu White can
bring your dream home to life.”

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Bindu Tile bond is the product of a unique decolourising process, which
prevents oxidation of iron in the clinker. And maximizes whiteness. Its
astonishingly high refractive index and opacity impart a brilliant lustre and
smooth finish, even when mixed with pigments. Giving you cement that is
pure, super white and mixes easily with inorganic pigments. No wonder Bindu
Tile bond is the no. 1 choice for the manufacture of decorative , Mosaic tiles
and Terrazzo flooring. It is also widely used for innovative applications. Like
smooth plaster, textured plaster, exposed aggregate plaster, , fungs, hollow
blocks and architectural finishes. Bindu Tile bond can either be used in its
original form, or colored by adding inorganic pigments. Whichever way you
want it.

Packaging: Available in 1kg, 5kg, 25Kg . Packs.

Bindu White Wall Care putty:-

Bindu White Wall care Putty is tile bond based putty. BINDU wall care
is an excellent quality water resistant fine white cement based putty in a
powder form for dry and wet areas as of a interior & exeterior wall of
concrete and plaster surface. It is easy and economical too . bonds the surface
very strongly and must be applied before painting on the plastered
wall/ceiling to level the surface. Paint like emulsion base and xsolvent base
paints can be applied over. It gives smooth finish .It provides a protective base
for your expensive paints. Its superior water resisting properties prevent the
paint from flaking even if the walls are damp. It's used to fill fine pores in
walls and ceilings, so you get the smooth, dry surface that's so essential for
painting. Bindu White Wall care putty has better water-resistance, adhesive

42
strength and durability than ordinary putties. Being cement based it has
better compatibility with the base plaster and forms a durable base for paints.
It can be applied on both, Interior and exterior walls. Making it a mini-
revolution in putties!

Available in FINE & COARSE (MATT) finish.

Only international standard tile bond based Putty in India with Water-
resistant properties. Coarse Putty levels the wall surface.
Fine Putty provides a thin skim-coat, which acts as a protective base for
expensive paint.

Packaging: Available in 5 Kg, 20 Kg & 4o Kg packs.

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