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TOURISM MARKETING MANAGEMENT AND
ENTREPRENURIAL DEVELOPMENT
S. NO. UNIT DETAILS PAGE NO.
BLOCK 1: MARKETING MANAGEMENT PROCESS AND MARKET RESEARCH (1-47)
Unit 1 Marketing Management Process and Different Orientation towards Market Place; 3-13
Concept of Market Place in Tourism
Unit 2 Service Marketing - Unique Features and challenges with special Reference to Tourism 14-25
Industry
Unit 3 Basic Concept of Market Research , Market Segmentation and Market Targeting 26-41
Demand Forecasting
Unit 4 Critical Assessment of Changing Tourism Market-Destination Dynamics and the various 42-49
Influencing Factors to this Effect
BLOCK 2: MARKETING STRATEGIES AND CONTROLLING MARKETING PROGRAMS (48-117)
BLOCK - 1
MARKETING MANAGEMENT PROCESS AND
MARKET RESEARCH
1.1 INTRODUCTION:
Any time one tries to persuade somebody to do something to buy his
product, donate for some charitable purpose, or vote for some candidate, or
attend a dramatic show, or accept a social date with him – both of them are said
to engage in marketing. Especially, marketing exists in any type of economic
system and in any stage of economic development except the most primitive
situation where the individuals are economically self sufficient and trade or
exchange does not exists. Marketing is all pervasive in the present day world.
Marketing begins with the fundamental idea that most human behaviour is
a purposeful quest for need satisfaction, and this activity is rooted in exchange
notion. Marketing requires the existence of two or more persons or groups having
certain wants, and also possessing certain products.
1.2 OBJECTIVES:
After studying this unit you will be able to learn
Explain The Meaning Of Marketing
Elements And Objectives Of Marketing
Importance Of Marketing
Meaning Of Market Planning
Meaning Of Marketing Management
Meaning Of Marketing Mix
1.8 SUMMARY:
In this unit we have discuss the meaning of marketing, its objectives and
how a product is plan to enter in the market. Marketing includes all activities
involved in the creation of place, time and possession utilities. Place utility is
created when goods and services are available at the places they are needed,
time utility when they are needed, and possession utility when they are
transferred to those who needed them. Marketing begins with the fundamental
idea that most human behaviour is a purposeful quest for need satisfaction, and
this activity is rooted in exchange notion. Marketing requires the existence of two
or more persons or groups having certain wants, and also possessing certain
1.9 GLOSSARY:
Communication- It is exchange of information between two sources.
Market- A place where business is conducted.
Marketing- It is the flow of goods and services from producer to consumers.
Persuade- It is concerned to influence others by advice or argument.
Segmentation- Act of dividing unit into sub unit according to the homogeneity.
Elimination- Process of withdrawal is said as elimination
1.11 REFERENCES:
Arifinfo. (2010, May 31). Definition of Marketing and Marketing Management.
Retrieved July 2, 2012, from www. arifinfo.com
http://arifinfo.com/2010/05/31/definition-of-marketing-and-marketing-
management/
Fitzjkenny. (2010, March 16). Company Orientation toward Market place.
Retrieved July 3, 2012, from fitzjkenny.hubpages.com
http://fitzjkenny.hubpages.com/hub/companyorientationtowardthemarketplace
Gupta, C.B. & Nair N.R. (2009) Marketing Management. New Delhi: Sultan
Chand & Sons
Mamoria, C.B., Suri, R.K. & Mamoria, S. (2011). Marketing Management.
Allahabad: Kitab Mahal
Matt. (2010, March 11). The Four Steps Marketing Process. Retrieved July 2,
2012, from www.sayeconomy.com
http://www.sayeconomy.com/the-four-steps-marketing-process/
Thorne, S. (2009, May 29). Destination of the world. Retrieved July 3, 2012,
from http://www.destinationworld.info/newsletter/feature52.html
2.1 INTRODUCTION:
In the previous unit you have learn about meaning of marketing, how an
effective marketing play important role in the promotion and development of a
particular product. You have also learned the concept of place in tourism and its
importance in the development of tourism. But in this unit you will learn about the
service, marketing of the services, its importance and how it is different from
other products. You will also learn about the factors that affect the marketing of
the services.
A service may be define as the set of activities, facilities and
conveniences offered by anyone to satisfy any type of need of any person. In
simple word we can say that the service is the benefit which is offered for sale or
provided in connection with the sale of goods.
2.2 OBJECTIVES:
After studying this unit you will be able to learn:
Meaning of Service Marketing
History of Service Marketing
Features of Service Marketing
Types of Services
Tangible Intangible
Homogenous Heterogeneous
2.6 SUMMARY:
In this unit we have discuss the meaning of service and how the
marketing of services are different from the marketing of other products. Nature,
types and importance of Service marketing are also been discuss. The elements
of service marketing mix is also been covered in this unit.
A service may be define as the set of activities, facilities and
conveniences offered by anyone to satisfy any type of need of any person can be
said as service. In simple word we can say that the service is the benefit which is
offered for sale or provided in connection with the sale of goods. Services are
intangible and do not have a physical existence. Hence services cannot be
touched, held, tasted or smelt. This is most defining feature of a service and that
which primarily differentiates it from a product. Also, it poses a unique challenge
to those engaged in marketing a service as they need to attach tangible
attributes to an otherwise intangible offering.
Services cannot be stored, saved, returned or resold once they have
been used. Once rendered to a customer the service is completely consumed
and cannot be delivered to another customer.
2.7 GLOSSARY:
Marketing – It is the flow of goods and services from producer to consumers.
Service- It is the facility that satisfies the need.
Intangible- Something which cannot be touched or tasted.
Heterogeneity - Which cannot be exactly repeated even by the same service
provider.
Perishability- Services cannot be stored, saved, returned or resold once they
have been used.
Expectations - Consumer desire or want.
2.9 REFERENCES:
Challenges faced by the service industry. (n.d.) retrieved June 18, 2012, from
www.tutorsonnet.com
http://www.tutorsonnet.com/marketing_homework_help/service_marketing/cha
llenges_faced_by_service_industry_assignment_help.htm
Introduction to Services Marketing - Definition & Characteristics of a Service.
(n.d.) retrieved June 18, 2012, from www.managementstudyguide.com
http://www.managementstudyguide.com/seven-p-of-services-marketing.htm
Mamoria, C.B., Suri, R.K. & Mamoria, S. (2011). Marketing Management.
Allahabad: Kitab Mahal
Nair, N.R. & Nair, S.R. (1993). Marketing.New Delhi: Sultan Chand &Sons
Ramanujam, P. G. (2009). Marketing of Healthcare Services, 1st Edition,
India, Excel Books.
3.1 INTRODUCTION:
In the previous lesson you have learn about the meaning of Services,
difference between product and service, its characteristics. You have also learn
about marketing of services, what are the factors for the success of marketing of
service. In this you will study various concept of market research its nature and
also the importance of market research. Market segmentation and demand
forecasting is also being discussed in this lesson.
Market Research the process of gathering, analyzing and interpreting
information about a market, about a product or service to be offered for sale in
that market, and about the past, present and potential customers for the product
or service; research into the characteristics, spending habits, location and needs
of your business's target market, the industry as a whole, and the particular
competitors you face
Market segmentation is act of dividing market into homogeneous units,
each of which of its units has different wants motivation etc. To meet these
different demands, different products are developed. Market segmentation takes
3.2 OBJECTIVES:
After studying this unit you will able to learn:-
Meaning of market research
Objectives of market research
Types of market research
Market research process
Methods of market research
Market segmentation
Advantage of market segmentation
Bases for market segmentation
Demand forecasting
Techniques of demand forecasting
3.9 SUMMARY:
In this unit we have discuss the meaning of market research, its
objectives and method of market research. Market segmentation and demand
forecasting is also been explain in this lesson. Market Research the process of
gathering, analyzing and interpreting information about a market, about a product
or service to be offered for sale in that market, and about the past, present and
potential customers for the product or service; research into the characteristics,
spending habits, location and needs of your business's target market, the
industry as a whole, and the particular competitors you face
Market segmentation is act of dividing market into homogeneous units,
each of which of its units has different wants motivation etc. To meet these
different demands, different products are developed. Market segmentation takes
place on the basis of various ground like Geographic, demographic, income, and
age group etc.
3.10 GLOSSARY:
Market- A place where business is conducted.
Market Research- process of gathering, analyzing and interpreting
information about a market,
Segmentation – Act of dividing unit into sub unit according to the
homogeneity.
Demand Forcasting- To estimate company sales for a specific period.
Elimination –Process of withdrawal is said as elimination.
3.12 REFERENCES:
Gupta, C.B. & Nair N.R. (2009) Marketing Management. New Delhi: Sultan
Chand & Sons.
Market Research.(n.d.) retrieved June 20, 2012, from
www.entrepreneur.com/
http://www.entrepreneur.com/encyclopedia/term/82436.html
Mamoria, C.B., Suri, R.K. & Mamoria, S. (2011). Marketing Management.
Allahabad: Kitab Mahal
Nair, N.R. & Nair, S.R. (1993). Marketing.New Delhi: Sultan Chand &Sons
Ramanujam, P. G. (2009). Marketing of Healthcare Services, 1st Edition,
India, Excel Books
The Role of Marketing Research.(n.d.). retrieved june25, 2012, from www.
fao.org.com/
http://www.fao.org/docrep/W3241E/w3241e02.htm
Types of Market Research.(n.d.).retrieved june23, 2012, from
www.outsource2india.comhttp://www.outsource2india.com/kpo/webresearch/
web-based-market-research.asp
4.1 INTRODUCTION:
In the previous unit, you have learnt about the meaning of marketing
research, objectives of market research, types of market research and the
process of market research. Market segmentation is also been define in this unit.
How a market research helps in the analysing the market value of a
product and development of a particular product or service.
Market research helps the marketing manager to identify the need or
desire of the customers. Market Research the process of gathering, analyzing
and interpreting information about a market, about a product or service to be
offered for sale in that market, and about the past, present and potential
customers for the product or service; research into the characteristics, spending
habits, location and needs of your business's target market, the industry as a
whole, and the particular competitors you face.
In this unit you will study about the meaning of a tourist destination, what
are changes that affect the tourism of a particular destination? You will also study
about the effects of these changes on a particular tourist destination.
At a destination there is a mix of interdependent elements. The elements
are interdependent, because in order to produce a satisfying vacation
experience, all elements must be present. The destination is composed of
4.2 OBJECTIVES:
After studying this unit you will able to learn:-
Meaning of Destination
Benefits of Tourist Destination
Factors influencing Tourist Destination
4.6 SUMMARY:
In this unit we have discuss about the meaning of tourist destination,
benefits of tourist destination. The factors that affect the tourist destination is also
been define in this unit. At a destination there is a mix of interdependent
elements. The elements are interdependent, because in order to produce a
satisfying vacation experience, all elements must be present. The destination is
composed of attraction it is the sum of interests, activities, facilities, infrastructure
and attractions create the identity of a place.
Development of tourism is accompanied by multi-aspects including
qualitative and structural transformations. The recent geopolitical changes made
in different regions of the world has had a great influence on the scale and
structure of tourism. The downfall of communism and democratisation of
societies in former socialist countries are events which have an impact on
modern tourism, and other parts of the world have witnessed similar processes
within their societies.
4.7 GLOSSARY:
Demography- It is related with population age sex etc.
Destination- It is concern with area where attraction is located.
Tourism- It is a kind of activity concern with the movement of people takes
place.
Tourist- A person who travel at a particular destination.
Climate- It is the weather condition for a longer period of time.
4.9 REFERENCES:
Amanda. (2009, February 04). Agents of Change- Tourism Industry Retrieved
January 12, 2012, from http://hotelmule.com/forum/viewthread.php?tid=500
Arora, R.K. (2007) Heritage Tourism Management New Delhi: Mohit
Buckley, R.(n.d.) Climate Change: Tourism Destination Dynamics Retrieved
January 20, 2012, from
http://www98.griffith.edu.au/dspace/bitstream/handle/10072/22539/52639_1.
pdf?sequence=1
Karma, K.K. (2001) Managing Tourist Destination New Delhi: Kanisk
Lock, C. (2011, November 21). Tourism leads to the economic and social
development of Greece Retrieved January 22, 2012, from
http://www.greektourism2020.gr/paragodes.html?L=1
Singh, S.P. (2006) Travel and Tourism Management. Jaipur: ABD
BLOCK 2:
MARKETING STRATEGIES AND
CONTROLLING MARKETING PROGRAMME
5.1 INTRODUCTION:
In the previous unit, you have learnt about the critical assessment of
changing tourism. What are the factors which affects a particular destination? But
in this unit you will learn about how to create an image of a product in the mind of
consumers. Product positioning implies occupying permanent position of the
products in the target market. You will also learn how a new product should be
introduced in the market where such a large competition is there.
Product positioning is the process of differentiating company’s total
offering from competitors so as to make the consumers admire and favour those
offers with reference to competitors.
Product positioning consists of describing the customers how the
company differs from current and potential competitors. It is one of the vital tasks
of marketing manager in competitive market situation.
5.2 OBJECTIVES:
After studying this unit you will able to learn
Meaning of Product positioning
How Is Your Product Perceived
Steps of Product Positioning
Meaning of New Product Development
History of New Product Development
Step 2. Screening:
In Step 2 the ideas generated in Step 1 are critically evaluated by
company personnel to isolate the most attractive options. Depending on the
number of ideas, screening may be done in rounds with the first round involving
company executives judging the feasibility of ideas while successive rounds may
utilize more advanced research techniques. As the ideas are whittled down to a
few attractive options, rough estimates are made of an idea’s potential in terms of
sales, production costs, profit potential, and competitors’ response if the product
is introduced. Acceptable ideas move on to the next step.
Step 7. Commercialization:
If market testing displays promising results the product is ready to be
introduced to a wider market. Some firms introduce or roll-out the product in
waves with parts of the market receiving the product on different schedules. This
allows the company to ramp up production in a more controlled way and to fine
tune the marketing mix as the product is distributed to new areas.
1- Customer Needs:
A classic strategy for product development is simply focusing on
customer needs. "Necessity is the mother of invention" they say, and this is
certainly true when it comes to new product development strategy. Having a
problem and coming up with a solution to solve that problem has generated a
wide range of new product ideas from the wheel to the Twitter applications that
pop up virtually every day. Spot a need and then take steps to fill it.
2- Brand Extension:
Brand extension is a common strategy for new product development.
Brand extension simply involves using a commonly known brand name to
introduce another similar, but different product. For instance, Arm & Hammer
Baking Soda extended its brand to toothpaste. Sometimes extensions work well;
other times the extensions are too different from the original brand to appeal to
consumers. Dove soap, for instance, developed a shampoo that failed to
resonate with consumers.
3- Technology:
Companies that can strategically identify opportunities to capitalize on
technology to provide products and services more conveniently, less expensively
and in new ways, can stay ahead of the curve and avoid the unfortunate situation
of having their products and services become obsolete. A good example of this in
recent years is the evolution of videotapes and then DVDs that could be rented at
stores, to the mailing of DVDs to consumers in their homes and now to the move
toward online rentals. While businesses can be negatively impacted by disruptive
innovation if they fail to change with a changing environment, alert businesses
can create strategic new product offerings to capitalize on technology.
5.7 SUMMARY:
In this unit you have learn about the meaning of new product, how a new
product is introduced in the market. Development of new product is also been
discuss in this unit. Product positioning is the process of differentiating
company’s total offering from competitors so as to make the consumers admire
and favour those offers with reference to competitors.
Product positioning consists of describing the customers how the
company differ from current and potential competitors. It is one of the vital ask of
marketing manager in competitive market situation. A product that is offered first
time to particular groups of buyers is a new product. The development of new
product is very essential for a company for the survival in the market according to
changing of the environment.
New products often fail because of unanticipated market shifts that result
in missed opportunities and misused channels of distribution. Failures also occur
because companies miscalculate their own technological strengths or the
product's technological challenges. These potential problems often crop up in the
latter stages and result in delays, redesigns, or poor quality products.
5.8 GLOSSARY:
Product - It is anything that can be offered to satisfy a need.
Positioning -To create an image of product in the mind of consumer.
Perception - Feeling of individual about a product
Packaging - Covering goods into a package.
5.10 REFERENCES:
Gupta, C.B. & Nair N.R. (2009) Marketing Management. New Delhi:
Sultan Chand & Sons
Mamoria, C.B., Suri, R.K. &Mamoria, S. (2011). Marketing Management.
Allahabad: KitabMahal
Michael, H. & Bonnie, H. (2012, February 27). Product positioning
definition Retrieved January 12, 2012, from www.thebrandauthority.net
http://www.thebrandauthority.net/product-positioning-definition/
New Product Development Process. (n.d.). Retrieved January 12, 2012,
from www.knowthis.com:
http://www.knowthis.com/principles-of-marketing-tutorials/managing-
products/new-product-development-process/
Nair, N.R. & Nair, S.R. (1993). Marketing. New Delhi: Sultan Chand
&Sons
Rudani, R. B. (2009). Basics of marketing management. New Delhi: S.
Chand & company Ltd.
6.1 INTRODUCTION:
In the previous unit you have learn about the meaning of product and how
a product is introduced in the market. Product positioning is also been define in
this unit. The process of new product development and various causes of failure
of new product is also been discuss in this unit. But in this you will learn about
the meaning of channel distribution, distribution channel strategy channel design
decision and channel management decision.
Distribution Channel may be define as the route or pathway through
which products flow from producers to customers. It may be said that the link,
medium and bridge that joints two extremes primary producers and ultimate
consumers.
The chain of businesses or intermediaries through which a good or
service passes until it reaches the end consumer. A distribution channel can
include wholesalers, retailers, distributors and even the internet. Channels are
broken into direct and indirect forms, with a "direct" channel allowing the
consumer to buy the good from the manufacturer and an "indirect" channel
6.2 OBJECTIVES:
After studying this unit you will be able to learn
Meaning and types of Distribution Channel
Distribution Channel Strategies
Benefits of Distribution Strategy
Channel Design Decision
Channel Management Decision
6.9 SUMMARY:
In this unit we have discuss about the meaning of distribution channel,
types of distribution channel and distribution channel strategies. We have also
discussed the channel design decision and channel management decision.
Distribution Channel may be defined as the route or pathway through which
products flow from producers to customers. It may be said that the link, medium
and bridge that joints two extremes primary producers and ultimate consumers.
We know that the main purpose of trade is to supply goods to the consumers
living in far off Places. As goods and services move from producer to consumer
they may have to pass through various individuals.The route taken by goods as
they move from producer to consumer is known as Channel of distribution.
We can also define as the manner in which goods move from the
manufacturer to the outlet where the consumer purchases them; in some
marketplaces, it's a very complex channel, including distributors, wholesaler,
jobbers and brokers. Distribution Channel Strategy is about effectively aligning
and efficiently planning all of the activities in your organization, from when the
production lines starts rolling to when the final product is in the customer’s hands.
6.10 GLOSSARY:
Channel- Route or path through product flow from producer to consumer.
Consumer- User of a particular goods or services.
Processing- To enhance the utility of the product.
Wholesaler- One who purchase the goods or services directly from producer.
Retailer- One who purchase the goods or services from wholesaler.
6.12 REFERENCES:
Czinkota, M. (2011, March 24). Channel Design. Retrieved July 4, 2012, from
michaelczinkota.com:
7.1 INTRODUCTION:
In the previous chapter, you have learnt about distribution channel
strategies - nature and importance of distribution systems; channel design
decisions, channel management decisions. Every time distribution strategies are
to be different in different circumstances to achieve the sales target formulated.
Communication is the process of informing and reminding the consumer
about a product or service. Communication means sharing of meanings. It is
derived from the Latin word “communis” which means common.
Promotion is the personal or interpersonal process of assisting a
prospective customer to buy a product or service. Promotion mix refers to the
activity relating to the promotion of product service or idea. It consist of all activity
towards the motivating the customer to buy the product.
7.2 OBJECTIVES:
After studying this unit you will able to learn
Meaning of Communication
Purpose of Communication
Step 1 Listening:
Listening to your receiver will help understand and clarify their concerns
better. The art of listening also shows the other person that you are genuinely
interested in their talk. Such kind of two sided communication method helps in
achieving more than the normal levels of success.
Listening to your client or employee and working on their concerns will not
just earn you a simple method of problem resolution but also will ensure
increased loyalty. Also look out for symptoms of inattentiveness in your audience.
Many times you can modulate your speech if you figure out that your receiver is
bored of your speech. Do not end up in a conversation that is one sided. Provide
equal opportunity for your listener also to get involved in the conversation.
7.5 PROMOTION:
Promotion is an important part of marketing mix of a business enterprise.
Once a product is developed, its price is determined the next problem comes to
its sale i.e., creating demand for the product. It requires promotional activities.
The activities are technique which brings the special characteristics of the
product and of the producer to the knowledge of prospective customers.
Promotion is a process of communication involving information, persuasion, and
influence. The term 'selling' is often used synonymously with promotion. But
promotion is wider that selling. Selling is concerned only with the transfer of title
in goods to the purchaser, whereas promotion includes techniques stimulating
demand. These techniques include advertising, salesmanship or personal selling
and other methods of stimulation demand.
Advertising and sales promotion techniques are indirect and non-personal
whereas personal selling or salesmanship is a direct and personal technique. All
these techniques, however, should be integrated with the marketing objective of
the enterprise. The salesmen can report about the different advertising and other
promotional appeals as they are in close touch with the consumer public and
market conditions. Promotion is essentially the sales efforts of a business
enterprise and includes the function of informing, persuading and influencing the
purchase decision of the existing the prospective consumers with the object of
increasing sales volume and profits. Promotion is the efforts of the seller to sell
the product effectively. Promotion is the communication with the customers to
pursue them to buy the product. It is the duty of the marketing manager to
choose the communication media and blend them into an effective promotion
programme. These are more than one type of tools used to promote sales. The
combination of these tools with a view to maintain and create sales is known as
promotion mix. Promotion mix is the name given to the combination of methods
used in communicating with customers.
7.9 SUMMARY:
In this unit we have discuss the meaning of communication, how
communication helps in the promotion and development of product. Other
promotional activities like advertising is also been discuss in this unit.
Communication is the process of transfer of information between two sources
with information being understood by both. Communication is the process of
informing and reminding the consumer about a product or service.
Promotion mix refers to the combination of various promotional tools used
by a business firm to create, maintain and increase demand. It involves an
appropriate integration of advertising, personal selling, sales promotion and
publicity. Promotion mix is the combination, types and amount of different forms
of promotion used by marketers.Advertising is a non-personal presentation of
goods, services or idea. In advertising existing and prospective customers are
communicated the message through impersonal media like radio, T.V.,
newspapers and magazine.
It involves transmission of standard message simultaneously to a large
number of people. The message transmitted is known as advertising. Advertising
is one of the most powerful elements in the promotion mix. Advertising is the
promotion of a company's products and services carried out primarily to drive up
sales of the products and services. It is also done to build a brand identity and
communicate changes in old products or introduce new product/services to the
customers. Advertising has become an essential element of the corporate world
and hence companies allot a considerable amount of resources towards their
advertising budget.
7.10 GLOSSARY:
Advertising- It is a non-personal presentation of goods, services or idea.
Communication- It is exchange of information between two sources.
7.12 REFERENCE:
Admin (2009, march 8). Business communication & its types. Retrieved
January 29, 2012 from notes desk website:
http://notesdesk.com/notes/business-communications/types-of-
communication/
Advertising strategy. (n.d.). Retrieved january 25, 2012, from Drypen.in
website: http://drypen.in/advertising/advertising-strategy.html
Effective communication (2003, November 11). Retrieved January 31, 2012
from dynamic flight website:
http://www.dynamicflight.com/avcfibook/communication/
Gupta, C.B. & Nair N.R. (2009) Marketing Management. New Delhi: Sultan
Chand & Sons
Jim (2010, April 22). Advertising, Major Advertising Decision. Retrieved
january 28, 2012, from jimrzs.blogspot website:
http://jimrzs.blogspot.in/2010/04/advertising-major-advertising-decision.html
Mamoria, C.B., Suri, R.K. & Mamoria, S. (2011). Marketing Management.
Allahabad: Kitab Mahal
Mehta, V. (n.d.). Meaning, definition and elements of promotion mix.
Retrieved january 28, 2012, from publish your articles website:
http://www.publishyourarticles.org/knowledge-hub/business-
studies/promotion-mix.html
Prasad, L.M. (2009). Organisational Behaviour. New Delhi: Sultan Chand &
Sons Seven Steps for Effective Communication. (2011, february 16).
Retrieved january 28, 2012, from geekinterview.com:
http://www.learn.geekinterview.com/career/communication-skills/seven-
steps-for-effective-communication.html
Suri R.K. & Verma S. (2005). Organisational Behaviour. Delhi: Wisdom
8.1 INTRODUCTION:
In the previous chapter, you have learnt about the meaning of
communication. Its nature and types of communication. Promotion and various
mode of advertisement are also been describe in this unit. You have also learn
how an effective communication play an important role in the promotion and
development of a particular product.
In the present chapter we will be discussing about sales promotion, what
are the strategies that are needed to promote sales, how we select, develop
implement strategies to increase the sales. Sales promotion is totally different
8.2 OBJECTIVES:
After studying this unit, you will be able to:
Explain the meaning of sales promotion
Describe the objectives and importance of sales promotion in business
Describe the strategies used in sales promotion
Explain the importance & functions of sales promotion in business
Explain the limitation of sales promotion
8.3.1. Definitions:
Sales promotion has been defined as under:
According to Philip Kotler, “those marketing activities other than
personal selling, advertising and publicity that stimulate consumer purchasing
and dealer effectiveness, such as display, shows, demonstrations, expositions
and various other non-current selling efforts, not in ordinary routine.”
In the words of Robert C. and Scott A., “Sales promotion consists of a
diverse collection of incentive tools, mostly short- term, designed to stimulate
quicker and/or greater purchase of particular products/services by consumers or
trade.”
According to Harold Whitehead, “Sales promotion includes the
dissemination of information to wholesalers, retailers, customers (actual and
potential) and to the salesman”.
In the words of Boone and Kurtz, “Sales promotion can be defined as
those forms of promotion other than advertising and personal selling that
increase sales through non-recurrent selling efforts”.
In the words of McCarthy, “Sales promotion is any method of informing
persuading or reminding consumers, wholesalers, retailers about the marketing
8.6.5 Coupons:
Sometimes, coupons are issued by manufacturers either in the packet of
a product or through an advertisement printed in the newspaper or magazine or
through mail. These coupons can be presented to the retailer while buying the
product. The holder of the coupon gets the product at a discount. For example,
you might have come across coupons like, ‘show this and get Rs. 16 off on
purchase of 5 kg. of Annapurna Atta’. The reduced price under this scheme
attracts the attention of the prospective customers towards new or improved
products.
8.15 SUMMARY:
In this chapter, we have discussed the meaning of Sales promotion, its
objectives and how to select, develop and implement sales promotion strategies.
More than any other element of the promotional mix, sales promotion is about
“action”. Sales promotion is the final marketing mix element. It is about
stimulating customers to buy a product. It is not designed to be informative; a role
which advertising is much better suited to. Sales promotion consists of short-term
incentives to encourage purchase or sales of a product or service whereas
advertising and personal selling offer reasons to buy a product or service, sales
promotion offers reasons to buy now. Promotional strategy is the function of
8.16 GLOSSARY:
Sales promotion: It consists of short-term incentives to encourage the
purchase or sale of a product or service.
Samples: Special offer of a trial amount of a product.
Coupons: Certificates that offer buyers savings when they purchase
specified products.
Seasonal products: Those products whose demand varies in a regular
pattern, season to season.
Market share: Ratio or area of a market controlled by a particular
company or product.
Dealer outlets: A place where business for retailing goods is done.
8.18 REFERENCES:
Greene, F. (n.d.). How to Develop a Sales Promotion. Retrieved January 12,
2012, from eHow.com:http://www.ehow.com/how_6054727_develop-sales-
promotion.html
Gupta, C.B. & Nair N.R. (2009) Marketing Management. New Delhi: Sultan
Chand & Sons
Mamoria, C.B., Suri, R.K. &Mamoria, S. (2011). Marketing Management.
Allahabad: KitabMahal
Kour, P. (2009, October 28). Sales Promotion-Meaning and Definitions .
Retrieved January 20, 2011, from www.excellentguru.com:
http://www.excellentguru.com/index.php?option=com_content&view=article&
id=196:sales-promotion-meaning-and-definitions-&catid=43:marketing-
management&Itemid=59
Nair, N.R. & Nair, S.R. (1993). Marketing. New Delhi: Sultan Chand &Sons
Rudani, R. B. (2009). Basics of marketing management. New Delhi: S.
Chand & company Ltd.
Varshney, R. L. (2005). Marketing management. New Delhi: Sultan Chand &
sons.
Wisest (2011, June 29). Selecting Sales-Promotion Tools. Retrieved
January 25, 2011, from
www.ideatodays.com:http://www.ideatodays.com/miscellaneous/selecting-
sales-promotion-tools.html
9.1 INTRODUCTION:
In the previous lesson, you have learnt about sales promotion, which
consists of all promotional activities other than advertising, personal selling and
publicity that help to increase sales through non repetitive and one time
communication. In other words, it includes marketing activities other than
personal selling, advertising and publicity that stimulate consumer purchasing
and dealer effectiveness such as point of purchase displays, shows and
exhibitions, demonstrations and various non-recurring selling efforts not in the
ordinary routine. Sales promotion adopts short- term, non-recurring methods to
boost up sales in different ways. These offers are not available to the customers
throughout the year. During festivals, end of the seasons, year ending and some
9.2 OBJECTIVES:
After reading this chapter, you should be able to:
1. Understand the meaning and definitions of public relations.
2. Understand the public relations objectives: Building Product Awareness,
Creating Interest, Providing Information, Stimulating Demand, Reinforcing
the Brand
3. Understand the different functions and elements of public relations.
4. Understand the public relations process: research, establishing marketing
objectives, defining the target audience, choosing the PR message and
vehicles, and evaluating PR results.
5. Know how the different PR tools are used: Media Relations, Media Tours,
Newsletters, Special Events, Speaking Engagements, Sponsorships,
Employee Relations, Community Relations and Philanthropy.
6. Discuss the public relations opportunities for hospitality business.
9.9.1. Research:
Before a company can develop a public relations programme, it must
understand the company's mission, objectives, strategies, and culture. It should
know the vehicles that will be effective in delivering messages to the target
audience. Much of the information needed by a PR manager will be contained in
a well-written marketing plan. Ideally, the PR manager should be involved in the
formation of the marketing plan.
The firm's environmental scanning system is another important source of
information for the PR manager. Analysis of this information should identify
trends and give the firm insights into how they should react to these trends. For
example, many hotel and restaurant companies are now showing what they are
doing to wave and protect the natural environment.
9.14 SUMMARY:
In this unit we have discussed the meaning of public relations, its process
and major tools in marketing public relations. What exactly is PR? PR involves
communicating a message to one or more of the different publics that is target
audiences, which an organisation wishes to influence in a positive way. These
audiences will typically consist of the organisation’s existing or potential
customers and shareholders. It may also be in the organisation’s interests to
communicate a message to other different publics which may range from
government regulators to all types of other officials, consultants and other
advisers or any other decision-makers who are in the organisation’s interests to
influence positively. At a time when many organisations have to impose rigorous
justifications on every penny of marketing expenditure, one particular marketing
technique is acquiring an even greater importance than usual.This technique is
public relations. Public relations or PR is a term many people in business use
without being entirely clear what it means. PR is known to be a potentially
extremely powerful promotional tool but relatively few people understand what it
is, how to go about using it and least of all how to get value for money from it. In
fact, though, there is no need whatsoever for PR to be a mystery.
Let us summarize the points we have discussed in this unit:
I. Definition of Public Relations: The process by which we create a positive
image and customer preference through third-party endorsement.
II. Public Relations objectives: Building Product Awareness, Creating Interest,
Providing Information, Stimulating Demand, Reinforcing the Brand.
III. Functions of Public Relations:
Public Relations are establishing the relationship among the two groups
(organisation and public).
Art or Science of developing reciprocal understanding and goodwill.
It analyses the public perception and attitude, identifies the organisational
policy with public interest and then executes the programmes for
communication with the public.
IV. Elements of public relations:
A planned effort or management function.
The relationship between an organisation and its publics.
Evaluation of public attitudes and opinions.
An organisation's policies, procedures and actions as they relate to said
organisation's publics.
Steps taken to ensure that said policies, procedures and actions are in
the public interest and socially responsible.
Execution of an action and or communication programme.
Development of rapport, goodwill, understanding and acceptance as the
chief end result sought by public relations activities.
9.15 GLOSSARY:
Contests, sweepstakes, and games: Give consumers a chance to win
something, such as cash or a trip.
Corporate communications: This activity covers internal and external
communications and promotes understanding of an organization.
Counseling: Involves advising management about public issues and
company positions and image.
Event creation: A particularly important skill in publicizing fund-raising drives
or nonprofit organizations.
Lobbying: Dealing with legislators and government officials to promote
legislation and regulation.
Patronage rewards: Cash or other awards for regular use of a company's
products or services.
Point-of-purchase: (POP) promotions include displays and demonstrations
take place at the time of sale.
Premiums: Goods offered either free or at low cost as an incentive to buy a
product.
Press relations: To place newsworthy information into the news media to
attract attention.
Press release: Information released to the media about certain new products
or services.
Product publicity: Various efforts to publicize specific products.
9.17 REFERENCES:
Gupta, C.B. & Nair N.R. (2009) Marketing Management. New Delhi: Sultan
Chand & Sons.
Essinger, J. (n.d.). Public relations: an essential marketing tool in all
economic conditions. Retrieved February 2, 2012, from Canterbury Web
Services : http://www.davincipr.com/articles/essinger.html
Lanz, L. H. (2004, March 8). How Does Public Relations Fit into a Hotel's
Marketing Plan? Retrieved January 28, 2012, from hvs website:
http://www.hvs.com/article/921/how-does-public-relations-fit-into-a-hotels-
marketing/
BLOCK 3:
BASIC CONCEPTS OF ENTREPRENEURSHIP
DEVELOPMENT
10.1 INTRODUCTION:
Do you know that India is second among all nations in Total
Entrepreneurship Activity as per the Global Entrepreneurship Monitor Report
2009 - 11 and that India is the fifth largest economy in the world (ranking above
France, Italy, the United Kingdom, and Russia) and has the third largest Gross
Domestic Product (GDP) in the entire continent of Asia. It is also the second
largest among emerging nations. The liberalization of the economy in 1990s has
paved the way for huge number of people to become entrepreneurs. This unit on
entrepreneurship will expose you to different enterprises in plantations,
management of enterprises, and spirit of entrepreneurship and to make real
entrepreneurs in the field of Tourism.
10.1.1 Entrepreneurship:
A theory of evolution of economic activities.
A continuous process of economic development.
An ingredient to economic development.
Essentially a creative activity or an innovative function.
A risk taking factor which is responsible for an end result.
Usually understood with reference to individual business.
The name given to the factor of production, which performs the functions of
enterprise.
Creates awareness among people about economic activity.
Generates Self-employment and additional employment
10.2 OBJECTIVES:
After studying this unit you should be able to:
define entrepreneur and entrepreneurship
identify essential qualities of entrepreneurship
formulate entrepreneurial development process
assess entrepreneurial opportunities in plantation
And discuss procedures of setting up enterprises
Need, Scope and significance of entrepreneurship
10.6.1 Promotion:
Given entrepreneurship's potential to support economic growth, it is the
policy goal of many governments to develop a culture of entrepreneurial thinking.
This can be done in a number of ways: by integrating entrepreneurship into
education systems, legislating to encourage risk-taking, and national campaigns.
10.14 SUMMARY:
In this unit you have learn about the meaning of Entrepreneurship, why
Entrepreneurship is needed for tourism industry. Significance and scope of
Entrepreneurship is also being defined in this unit. Entrepreneurship is the act of
being an entrepreneur, which can be defined as "one who
undertakes innovations, finance and business acumen in an effort to transform
innovations into economic goods".
Entrepreneurial activities are substantially different depending on the type
of organization and creativity involved. Entrepreneurship ranges in scale from
solo projects (even involving the entrepreneur only part-time) to major
10.15 GLOSSARY:
Entrepreneur Innovator- Someone who organizes a business venture and
assumes the risk for it
Extrinsic rewards- are the outcome not belonging to the activity to which it is
connected, e.g. a prize or an award
Intrinsic rewards- the rewards those are inherent in the activity such as
‘pleasure’
Manifest-needs- the need pattern evident from one’s behavior
10.17 REFERENCES
Awasthi, D. (1989), The Missionaries- A Study of Entrepreneurs-Trainers-
Motivators in India, Ahmedabad. New Delhi: Sage Publication.
Awasthi, D. and Sebastian, J. (1996), Evaluation of Entrepreneurship
Development Programmes. New Delhi: Sage Publications.
Gaikwad, V.R., et al. (1974), "Entrepreneurship Development Programmes:
An Evaluation," Unpublished research report, Ahmedabad: Indian Institute of
Management.
Gupta, S.K. (1990), "Entrepreneurship Development Training Programme in
India," Small Enterprise Management, Vol.1, No. 4: pp.34-46.
11.1 INTRODUCTION:
In the previous you have learn about the meaning of entrepreneurship
need, significance and scope of entrepreneurship development for tourism
industry. In this unit you will study about the entrepreneurial attributes, types and
functions of entrepreneurship.
Entrepreneurship is the act of being an entrepreneur, which can be
defined as "one who undertakes innovations, finance and business acumen in an
effort to transform innovations into economic goods".
According to A Schumpeter “The entrepreneurship is essentially a
creative activity or it is an innovative function”.
The economic activity with a profit motive can only be generated by
promoting an attitude towards entrepreneurship. The renewed interest in the
development of entrepreneurship to take up new venture should emphasize on
the integrated approach. The developments of entrepreneurship will optimize the
use of the unexploited resources; generate self-employment and a self sufficient
economy.
11.2 OBJECTIVES:
After studying this unit you will able to learn
11.3.1. To Do Something:
You should remember the feeling, even to this day, after a short period of
re-entering the workplace as an employee and being sacked because I was too
good at what I did. Yes it sounds back to front doesn't it? But someone in
management was threatened by my success in procuring leads for the company,
and so decided to relieve me of my duties. I am extremely thankful, because on
that day I declared that I would never again work for anyone else. That was the
day that I decided to do something'.
And that's what it takes. An entrepreneur, for whatever triggers that sets
them off to enter the world of entrepreneurialism, takes charge and does
something. I did it for freedom. I did it for family. I did it for income. I did it for
something. The very fact that within a few short weeks I was making more money
than I had ever made working for someone else, by working less hours in my
own business — confirmed to me that by deciding to do something, and then
doing it, was definitely the pathway I was going to travel on for the rest of my
working life.
11.3.2. To Undertake:
If you're going to be an entrepreneur you're going to have to undertake.
That doesn't mean you're going into the funeral business, although I have heard
that it's very profitable and that it will never die out. Apart from wanting to work for
yourself, you have a product or a service that you believe in, and you want to sell
that to your customers.
No matter whether it was a cleaning business, publishing company or a
web design business, I undertook to provide a professional service, establish my
unique selling position so that I stood out from the crowd and provided
11.3.3. To Risk:
I have risked, and at times I have failed. That is why it is called risk. In the
early days I took risks that literally cost me everything. With more experience and
wisdom under my belt, I learned the power of operating from a position of
calculated risk rather than all out ‘red-blooded' risk where I had a chance of
crashing and burning. The risks that I take today generally have an exit strategy
in place before I enter the venture or at least a boiler fund of finance on hand if
things don't go to plan.
I also endeavour to create a range of income generating sources in the
process, just in case one doesn't produce as anticipated. I no longer enter
business transactions with rosy-tinted glasses on. I do my research. I put all the
correct legal in place. I seek advice from a range of professionals and mentors,
but at the same time listen to my ‘gut'.
11.3.4. To Profit:
If a venture is not profitable within a reasonable timeframe of expended
effort, I am not afraid of closing it down. However, timeframes may vary. For ex.,
low cost online ventures might only require a month or two of testing to see
whether they are going to produce.
However, a venture that requires a much larger investment of staff, stock
and leases may require a year or two. But if they are not profitable in the
proposed time frame, then I am not afraid to kill projects. The facts are, some
ideas will never work, and are better off dead before they kill you. I have learned
to never allow my identity be so caught up in a project that I am afraid to cut the
lifeline. The end of any business doesn't necessarily mean the end of you-
especially if you cut off the life supply long before it cuts off yours.
11.3. 5. To Know:
Even after being involved in a number of businesses for many years I
realized that there was still much that I didn't know. That's when I hired a
business coach.
I quickly developed a love/hate relationship with my coach. I hated my
business coach because he asked me the hard questions when we met every
week. But on the other hand I loved my business coach because we doubled our
income in the next twelve months of operation.
Nowadays, I surround myself with mentors from a range of industries to
keep me primed— and from time to time pull in coaches who are experts in an
area I am exploring so I can learn more. To be successful as an entrepreneur
you must know you, know your business, know where you're going, know how
11.3.6. To Judge:
There are two judgments that you can make as an entrepreneur: wise
judgments and unwise judgments. Wise judgments will provide you with positive
results that will grow your business.
Unwise judgments will provide you with negative results that will impact
your business, and if you are willing to learn from your mistakes they can actually
become the building blocks for future success as an entrepreneur. The important
thing is that you don't sit on the fence. You must pass judgment and make
judgments. There is an element of risk involved in this, but if you surround
yourself with wise counsel — either coaches or mentors — you will minimize the
impact, if for some reason you make a mistake.
11.3.7. To Manage:
When it comes to being successful as an entrepreneur, the first one
whom you need to manage is you. Time management is an important key
(though someone once told me that you can never manage time — it should
rather be termed as you management) and I have found that if you can manage
you, then you will be in a better position to manage others and your business
affairs.
Here are the two best time management strategies Mary Kay, who created a
cosmetic empire, managed her time by making her list of 6 every day: the 6 most
important things that needed doing. Whatever wasn't completed was transferred
to the next day and so on. Giorgio Armani works on 8 projects simultaneously.
One hour per project. That means 8 projects per day. When the hour's up one
project is put aside and another is commenced.
11.3.8. To Produce:
Alfred Marshall, back in the 19th Century, proposed that this included land,
labor, capital and organization, but in the 21st Century it now includes such things
as technology plus more, and who knows what the years ahead will add to that
list. Entrepreneurs are the producers of this century and are bringing wonderful
changes designed to create better lives for all of us.
To be a successful entrepreneur, we produce products and services for
our clients to make their lives better, but the spin-off from this is that we lift the lid
on our own earning capacity so that we can bless our families from our efforts.
Apart from the money, one of the positive outcomes that has come from me
bringing my children up in the world of entrepreneurialism is that they are now
owning and operating their own businesses, and they realize that no matter
where they could find themselves in the world they have possession of the skills
11.8 SUMMARY:
In this unit you have learn about the meaning of entrepreneurship, what
are important attributes of a successful entrepreneur? Various types of
entrepreneur and functions of entrepreneurship is also being discuss in this unit.
An entrepreneur is defined as someone who undertakes a business venture in
other words we can say that an entrepreneur was someone who undertakes a
business venture with no guarantee of profits, or is rather the bearer of risks
inflicted by changes in market demand. An entrepreneur as someone who
assumes not only the risk of a business venture (as a capitalist) but also the
management of the business venture. The economic activity with a profit motive
can only be generated by promoting an attitude towards entrepreneurship. The
renewed interest in the development of entrepreneurship to take up new venture
should emphasize on the integrated approach.
11.9 Glossary:
Entrepreneur- Someone who organizes a business venture and
assumes the risk for it.
Extrinsic rewards-It is the outcome not belonging to the activity to which
it is connected, e.g. a prize or an award.
Innovative Product- It is concern with the introduction of a new product
in the market with which the customers are not get familiar with.
Joint entrepreneur: Joint entrepreneur means the combination of private
entrepreneur and state entrepreneur who join hands.
Manifest-needs- The need pattern evident from one’s behavior.
Risk – it is the activity in which fear of loss is involved.
11.11 REFERENCES:
Awasthi, D. and Sebastian, J. (1996), Evaluation of Entrepreneurship
Development Programmes. New Delhi: Sage Publications.
Awasthi, D. (1989), The Missionaries- A Study of Entrepreneurs-Trainers-
Motivators in India, Ahmedabad. New Delhi: Sage Publication.
Khanka, S.S. (2005), Entrepreneurial Development. New Delhi: S. Chand &
Co. Pvt. Ltd.
Kumar, C. (n.d.). What are the essential Functions of an Entrepreneur
Retrieved January 12, 2012, from www.preservearticles.com
12.1 INTRODUCTION:
In the previous chapter, you have learnt about Entrepreneurial Attributes,
Entrepreneurial Types and Entrepreneurship Functions. In the present chapter
we will be discussing about theories of entrepreneurship, what are important
roles of different financial institutions in better development of entrepreneurs at
central level, state level and district level?
12.2 OBJECTIVES:
After studying this unit, you will be able to:
State the meaning of entrepreneurship.
Explain various theories of entrepreneurship.
Describe Entrepreneurial practices in India
Explain important roles of different financial institutions in
entrepreneurship development at central and state level.
Explain important roles of different financial institutions in
entrepreneurship development at district level.
12.3.1 Definition:
Entrepreneur has been defined as under:
1. According to Oxford Dictionary “A person who sets up a business or
businesses, taking on financial risks in the hope of profit”
2. International Encyclopedia defines entrepreneur as “An individual who
bears the risk of operating a business in the face of uncertainty about the
future conditions”
The entrepreneur is an individual who forms an organization for
commercial purpose. He/She is proprietary capitalist, a supplier of capital and at
the same time a manager who intervenes between the labour and the consumer.
“Entrepreneur is an employer, master, merchant but explicitly considered as a
capitalist”
On the other hand Entrepreneurship consists of doing things that are not
generally done in the ordinary course of business routine; it is essentially a
phenomenon that comes under the wider aspect of leadership. Entrepreneurship
has been defined as under:
1. In the words of Albert Shapero “In entrepreneurship, there is agreement that
we are talking about a kind of behaviour that includes: (1) initiative taking, (2)
the organizing or reorganizing of social economic mechanisms to turn
resources and situations to practical account, and (3) the acceptance of risk
of failure” .
2. Joseph Schumpeter defines “Entrepreneurship is the dynamic process of
creating incremental wealth. This wealth is created by individuals who
assume the major risks in terms of equity, time, and/or career commitment of
providing value for some product or service. The product or service itself may
or may not be new or unique but value must somehow be infused by the
entrepreneur by securing and allocating the necessary skills and resources”.
Functions
The DICs role is mainly promotional and developmental. To attain this,
they have to perform the following main functions:
1. To conduct industrial potential surveys keeping in view the availability of
resources in terms of material and human skill, infrastructure, demand for
product, etc. To prepare techno-economic surveys and identify product
lines and then to provide investment advice to entrepreneurs.
2. To prepare an action plan to effectively implement the schemes identified.
3. To guide entrepreneurs in matters relating to selecting the most
appropriate machinery and equipment, sources of its supply and
procedure for procuring imported machinery, if needed, assessing
requirements for raw materials etc.
4. To appraise the worthiness of the various proposals received from
entrepreneurs.
5. To assist the entrepreneurs in marketing their products and assess the
possibilities of ancillarisation and export promotion of their products.
6. To undertake product development work appropriate to small industries.
7. To conduct artisan training programmes.
8. To function as the technical arms of DRDA in administering IRD and
TRYSEM programmes.
Functions:
Initially, TCOs’ functions were focused on pre-investment studies for
small and medium scale enterprises. Over the years, they have diversified their
functions to include the following:
a. To prepare project profiles and feasibility profiles.
b. To undertake industrial potential surveys.
c. To identify potential entrepreneurs and provide them with technical and
management assistance.
d. To undertake market research and surveys for specific products.
e. To supervise the project and where necessary, render technical and
administrative assistance.
f. To undertake export consultancy for export-oriented projects based on
modern technology.
12.9 SUMMARY:
In this chapter we have discussed the meaning of entrepreneur,
entrepreneurship. It is widely acknowledged that the field of entrepreneurship
lacks a single unified and accepted definition for the term “entrepreneurship”.
The entrepreneurship is very a old concept according to which anyone
who runs business is called an entrepreneur. The more precise meaning of
entrepreneur is; one who perceives a need and then brings together manpower,
material and capital required to meet that need. Governments-both Central and
State, have in the past taken a number of measures for the development of small
and medium enterprises. Government has set up a number of development
institutions to support entrepreneurs.
12.10 GLOSSARY:
Barter Direct exchange of merchandise and/or services between
businesses.
Business Valuation An estimate of the worth of a business entity and its
assets.
Entrepreneur: A person who organizes, operates, and assumes the risk for
a business venture.
12.12 REFERENCE:
Desai.V. (2000). Dynamics of Entrepreneurial Development and
Management. New Delhi: Himalaya Publishing House.
Donald F. Kuratko., (1997). Entrepreneurship International Encyclopedia of
Business and Management. London: Routledge Publishers.
Gupta, C.B., (2001). Management. Theory and Practice. New Delhi: Sultan
Chand and Sons.
Kumar, S.A., Poornima, S.C., Mini, K., Abraham and Jayashree, K., (2003).
Entrepreneurship Development, New Delhi: New Age International
Publishers.
Mohanty, S.K., 2009. Fundamentals of Entrepreneurship. New Delhi:
Prentice Hall of India Pvt. Ltd.
Mondal, S. and Ray. G.L., (2009). Text Book of Entrepreneurship and Rural
Development. Ludhiana: Kalyani publishers.
Oxford Dictionary, 3rd Edition 2005 New Yor: Oxferd University Press Inc.
Singh. D., (1995). Effective Managerial Leadership. New Delhi: Deep and
Deep Publications.
Taneja. S. and Gupta. S. L., (2006). Entrepreneurship Development. New
Delhi: Galgotia Publication.
13.1 INTRODUCTION:
You are already aware of the roles and functions that the entrepreneurs
play in relation to the process of economic development and in relation to the
enterprise. In the previous chapter, you have learnt about various Theories of
Entrepreneurship given by different peoples and followed in today’s era
.Institutional Role in the Entrepreneurship Development at central level, state
level, and at district level. Governments - both Central and State, have in the past
taken a number of measures for the development of small and medium
enterprises. Government has set up a number of development institutions to
support entrepreneurs. It is hoped that after reading this chapter you will actually
see the potential of a career in entrepreneurship, and experience a desire to start
a venture of your own.
13.2 OBJECTIVES:
After studying this unit, you will be able to:
1. Describe entrepreneurship behaviour.
2. Define Entrepreneurial Motivation.
13.3.5 A Continuum:
Like much of life, the inclination toward managerial or entrepreneurial
behaviour is seldom one or the other. Most people have a combination of each
and few exhibit either in the extreme or in all aspects of their lives. One person
might be entrepreneurial in business, but managerial at home. Another person
might be just the opposite. Each might fulfil the desire for in one activity, and then
be satisfy with the status quo in other activities.
13.5.1 Definition:
Various Definitions of motive and motivation are:
According to Bernard and Steiner “A motive is an inner state that
energies, activates or moves and that directs behaviour towards goals.”
According to D.D. Eisenhower, “Motivation is getting people to do. What
you want them to do, because they want to do it”.
According to C.B. Memoria “A willingness to expend energy to achieve a
goal or reward. It is a force that activates dormant energies and sets in motion
the action of the people. It is the function that kindles a burning passion for action
among the human beings of an organisation”.
According to Vitiles “Motivation represents an unsatisfied need which
creates a state of tension or disequilibrium, causing the individual to make a goal
directed pattern towards restoring a state of equilibrium by satisfying the need”.
13.9 SUMMARY:
An entrepreneur is a creative person. Need for self actualisation as
manifested in the need for achievement forces him to create something new a
new product, a new way of doing things, a new source of raw material, a new
market etc. Human behaviour is goal directed or is directed towards satisfaction
of needs. Whenever a person feels any need, he feels uneasy and tension starts
building in his mind. This tension provokes him to initiate some action which may
lead to the satisfaction of the need. It that need is not satisfied that individual is
required to resort to some alternate action for the satisfaction of the need.
Motivation may be defined as the process that provokes a person into
action and induces him to follow the course of action till the goals are finally
achieved. Unsatisfied need creates tension and stimulate within the individual for
the satisfaction of need and reduction of tension. Various theories of motivation
more relevant to entrepreneurship are given by Maslow’s Need Hierarchy
Theory, McClelland. Three Need Model, Alderfer’s ERG Theory.
In this chapter you have studied about entrepreneurship behaviour and
how it effects a decision of an entrepreneur. How motivation can lifts an
entrepreneur’s decision in achieving its goals.
13.10 GLOSSARY:
Behaviour Modification: A type of behavioural therapy in which the
principles of Operant Conditioning (reinforcement, punishments, etc.) are
used to eliminate some type of unwanted, maladaptive, behaviour.
Idea: A new, creative approach to specifically addressing a perceived
opportunity (a need, want, problem or challenge).
Innovation: The use of a new technology, item, or process to change what
goods and services are provided, the way they are produced, or the way
they are distributed.
Invention: The creation of a new technology, item, or process, as opposed
to its application in widespread use.
Opportunity: A need, want, problem, or challenge that can potentially be
addressed by an entrepreneurial idea and an entrepreneurial venture.
13.12 REFERENCES:
Gupta. S.B. & Kanka. S. S., (2001). Entrepreneurship and small
business management. New Delhi: Sultan Chand and sons.
Hisrich. R. D. & Peters, M. P. (1998) Entrepreneurship. Boston: Irwin /
McGraw Hill.
Holt. D. H., (2004). Entrepreneurship: New Venture Creation. New Delhi:
Prentice-Hall of India Private Limited.
Mohan. B., (2003). The Many Models of Entrepreneurship. Mumbai: The
Business Publication Division of the Indian express Group of
Newspapers.
Mondal, S. and Ray, G.L., (2009). Text Book of Entrepreneurship and
Rural
Development. Ludhiana: Kalyani publishers.
Rao. N. G., (1986). Entrepreneurship and Growth of Enterprise in
Industrial Estates. New Delhi: Deep and Deep Publications.
Saxena. A., (2005). Motivation, Performance, Rewards. New Delhi: Deep
and Deep Publications.
BLOCK 4:
DEVELOPMENT OF TOURISM
ENTREPRENEURSHIP
14.1 Introduction
14.2 Objectives
14.3 Business Ideas Concept
14.4 Source of Idea Generation
14.5 Idea Processing
14.6 Check Your Progress 1
14.7 Develop a Business Plan
14.8 What Financers / Lenders / Investors Look For In a Business Plan?
14.9 Tourism as an Entrepreneurship Venture
14.10 Check Your Progress 2
14.11 Summary
14.12 Glossary
14.13 Answers to Check Your Progress 1 & 2
14.14 Reference
14.15 Further Reading
14.16 Terminal Questions
14.1 INTRODUCTION:
Once an individual decides to take up entrepreneurship as a career path,
to be a job provider instead of a job seeker, he has to establish an enterprise. It
is very important to take utmost care in identifying the product or service to be
launched by the entrepreneur otherwise it might prove to be a very costly affair.
An entrepreneur must develop sensitivity to changes around him, which can
provide business opportunities and then carefully scan his environment to
generate ideas. After initially temporarily searching for four to five ideas he
should go in for detailed assessment and feasibility study. This will help him to
crystallise one idea in an objective and systematic manner, which will greatly
enhance his chances of success as an entrepreneur.
14.2 OBJECTIVES:
After studying this unit, you will be able to explain:
The source of ideas that an entrepreneur can use to start a new venture.
How a business plans is established.
The essentials of business plans.
What is required by financers in financing a new venture?
3. Market Research: Explain how you determined the product or service was
appropriate to the market. Include explanations of the "four P's" (price, product,
promotion, and placement).
4. Background and History: Tell who you are, what experience and skills you
bring to this venture, and whether or not you've run your own businesses in the
past. Describe and explain their successes or failures. Include your own, short,
biography here. The company description highlights the entrepreneur’s dream,
strategy, and goals.
5. Management Team: Provide the names, and short bios, of the people you
will use to fill the key positions in the business.
6. Start-up Plan: Tell when and where you plan to start the business and why
you chose this time frame and location.
7. Operational Plan: Describe, in detail, how your business will operate.
Include diagrams of production or service areas if appropriate.
8. Marketing Plan: Describe, in detail, how you will attract customers or clients
and how you will deliver your product or service to them.
9. Financial Plan: Provide a detailed financial plan, including a cash-flow
projection, that accounts for the money you will need (borrow) and the repayment
plan and return on investment to investors.
10. Appendix: Include your own and your team's detailed biographies here
as well as additional market research and any other information that is too
detailed to be included in the body of the plan.
Writing a business plan may seem overwhelming. However, there are
ways to make the process more manageable. First, there are many computer
software packages for producing a standard business plan. Numerous books on
entrepreneurship have detailed instructions, and many universities sponsor
programs for new businesses. It should use good visual formatting, such as
bulleted lists and short paragraphs. The language should be free of jargon and
easy to understand. The tone should be business - like and enthusiastic. It
should be strong on facts in order to convince people to invest money or time in
the new venture.
14.8.1 Capital:
A small business must have a stable capital base before any lender is
willing to grant a loan. Otherwise the lender would be making, in effect, a capital
investment in the business. Most banks refuse to make loans that are capital
investments because the potential for return on the investment is limited strictly
to the interest on the loan, and the potential loss would probably exceed the
reward. In fact, the most common reasons that banks give for rejecting small
business loan applications are undercapitalization and too much debt. Financers’
Lenders and investors see capital as a risk sharing strategy with entrepreneurs.
14.8.2Flow of cash:
Lenders and investors must be convinced of the firm’s ability to meet its
regular financial obligations and to repay loans, and that takes cash. It is possible
for a company to be showing a profit and still have no cash that is, to be
technically bankrupt. Lenders expect small businesses to pass the test of
liquidity, especially for short-term loans. Potential financers/ lenders/ investors
examine closely a small company’s cash flow position to decide whether it has
the capacity necessary to survive until it can sustain itself.
14.8.4 Character:
Before extending a loan to or making an investment in a small business,
lenders and investors must be satisfied with an entrepreneur’s character. The
evaluation of character frequently is based on intangible factors such as honesty,
integrity, competence, polish, determination, intelligence, and ability. Although
the qualities judged are abstract, this evaluation plays a critical role in the
decision to put money into a business or not.
Lenders and investors know that most small businesses fail because of
incompetent management, and they try to avoid extending loans to high-risk
entrepreneurs. A solid business plan and a polished presentation by the
entrepreneur can go far in convincing the banker of the owner’s capability.
14.8.5 Conditions:
The conditions surrounding a funding request also affect an
entrepreneur’s chances of receiving financing. Lenders and investors consider
14.11 SUMMARY:
The process of setting up a venture begins with searching for an
opportunity. Identifying a good opportunity is a difficult task and involves
scanning the environment and the use of creativity and innovation. The process
involves both market identification as well as product/service identification.
Rarely can one hit upon an idea straight away. One has to be very sensitive to
the changes in the business environment. Although there is no guarantee of
success when launching a business, the best way to insure against failure is
create a business plan. A good plan serves as an entrepreneurial strategic
compass that keeps a business on course as it travels into an uncertain future. In
addition, a solid plan is essential to raising the capital needed to start a business;
lenders and investors demand it. It is absolutely essential for the business plan to
be built on facts and realistic assumptions.
14.12 GLOSSARY:
Asset: Anything of worth that is owned by the business. The assets of a
business are money in the bank, accounts receivable, securities held in the
name of the business.
Capital: This has several meanings, but usually refers to the amount of
money in the business belonging to the owner.
Cash flow: A detailed outline of estimates for the receipt of revenue and the
payments to be made over a period of time such as six months to a year.
Demand: The combined desire, ability and willingness on the part of
individuals to acquire or make use of a good or service.
Idea: A new, creative approach to specifically addressing a perceived
opportunity.
Opportunity: A need, want, problem, or challenge that can potentially be
addressed by an entrepreneurial idea and an entrepreneurial venture.
Risk: The likelihood of undesirable, unforeseen, or uncontrollable events
occurring.
5. Collateral security
6. Tourism
14.14 REFERENCE:
Donald F. Kuratko., (1997). Entrepreneurship International Encyclopedia of
Business and Management. London: Routledge Publishers.
Gupta. S.B. & Kanka. S. S., (2001). Entrepreneurship and small business
management. New Delhi: Sultan Chand and sons.
Holt. D. H., (2004). Entrepreneurship: New Venture Creation.
New Delhi: Prentice-Hall of India Private Limited.
Jain, S., (2000). Marketing: planning & strategy. Cincinnati:
Thomson learning.
Loken, B. and Roedder, D.J. (1993) Diluting brand beliefs: when do brand
extensions have a negative impact? Journal of Marketing.
Sethi. J., (1999). Development of Women Entrepreneurship in India. New
Delhi: Unpublished Thesis, Department of Financial Studies, University of
Delhi.
Sharma. R.A., (1985). Entrepreneurial Performance in Indian Industry. New
Delhi: InterIndia Publication.
Sharma. R.A., (2006). Organization Theory and Behaviour. New Delhi:
Sultan Chand & Sons
Sugar .B. September 21.2012. To Find Your Next Business Idea, Narrow
You’re Focus.
Retrieved on october1, 2012 http://www.entrepreneur.com/article/224463
Singh. D., (1995). Effective Managerial Leadership. New Delhi: Deep and
Deep Publications.
Taneja.G., (n.d.) Entrepreneur Development New Venture Creation. 2nd
edition Galgotia Publishing Company. Retrieved February 13, 2012
http://catarina.udlap.mx/u_dl_a/tales/documentos/bad/gartner_ak/capitulo3.
pdf
15.1 INTRODUCTION:
In the previous chapters you have studied about the establishing
entrepreneur system: search for business idea; sources of ideas, idea processing
and preparation of business plan, and how all these activities are going to help
an entrepreneur in maximizing the profit and achieve his goals. In this chapter
you will be going to learn what are the inputs required by an entrepreneur and
how to arrange these inputs to achieve the desired result.
15.2 OBJECTIVES:
After studying this unit, you will be able to define various inputs required
by an entrepreneur like:
1. Finance or money
2. Human resource or men
3. Material
4. Space and time frame.
15.4.5 What if an entrepreneur does not have any money of his own?
It is simple. One can arrange for loan for margin money under the
scheme being operated by the State Commissioner / Directorate of Industries or
SBI. But this scheme is generally offered to professionally qualified
entrepreneurs. Alternately you may have to prune down the size of your project
in tune with available margin money. The financial institutions will prefer to
support an entrepreneur, who is willing to put his/her own stake to some extent.
15.4.7 Can the loan be used to cover all types of investment in the
project?
The amount of loan can be used to cover all types of investment required
in the project, such as machinery & equipment, and working capital, land and
building. The lending agency for each component of loan may be same or
different.
15.11 SUMMARY:
There are so many institutes and organizations which are involved in
entrepreneurship development activities and there are people who join these
programmes as a stepping stone to become entrepreneur. An entrepreneur is
one who manages all the resources to match with the organizational needs. In
the managerial role resources are allocated to solve problems and improve the
administrative efficiency. Once the promoter is convinced of the feasibility and
profitability of the project he assembles the necessary resources to launch the
enterprise. He has to choose partners/collaborates, collect the required finance
and acquire land and building, plant and machinery, furniture and fixtures,
patents, employees etc. decision have to made about the size , location and
layout etc of the enterprise. The form of ownership organisation has to select. In
this chapter you had studied about the various inputs required by an
entrepreneur to make his venture profitable and achieve desired goals.
15.12 GLOSSARY:
Capital: Fixed capital: machinery, technology, buildings + Working capital:
i.e. stocks of raw materials and components
Labour: Workers employed directly in the car industry; engineers,
designers, paint sprayers, testers, management staff, transport &
distribution workers etc.
Land: Natural resources used in manufacturer, land for plant and
equipment
Travel Agent: A person that helps businesses and individuals find and
process tickets, plans, and information on travel destinations.
15.15 REFERENCE:
C. Ehmke, and J, Akridge. The Elements of a Business Plan: First Steps for
New Entrepreneurs. Retrieved August 20, 2012:
http://www.extension.purdue.edu/extmedia/ec/ec-735.pdf
Gupta, K., (2003). Entrepreneurship and Small Business Management. New
Delhi: Sultan Chand and Sons.
Gupta. and Srinivasan., (1997). Entrepreneurial Development. New Delhi:
Sultan Chand & sons.
Gupta. S.B. & Kanka. S. S., (2001). Entrepreneurship and small business
management. New Delhi: Sultan Chand and sons.
Hisrich. R. D. & Peters, M. P. (1998) Entrepreneurship. Boston: Irwin /
McGraw Hill.
Mondal, S. and Ray, G.L., (2009). Text Book of Entrepreneurship and Rural
Development. Ludhiana: Kalyani publishers,
Leybovich. (2009). When Should You Launch Your Product? Retrieved
October 28, 2012. http://news.thomasnet.com/IMT/2009/06/09/timing-your-
product-launches-correctly-market-entry/
Rao. N. G., (1986). Entrepreneurship and Growth of Enterprise in Industrial
Estates. New Delhi: Deep and Deep Publications.
Saxena. A., (2005). Motivation, Performance, Rewards. New Delhi: Deep and
Deep Publications.
http://dcmsme.gov.in/howtosetup/guidenewssi.htm. Retrieved October 19,
2012.
http://www.smetoolkit.org/smetoolkit/en/content/en/185/Managing-Your-
Materials-Requirements. Retrieved October 25, 2012.
http://www.bizfilings.com/Libraries/pdfs/starting-manufacturing-business-
guide.sflb.ashx. Retrieved September 25, 2012.
16.1 INTRODUCTION:
In this unit we will discuss the context and mechanics of conducting
feasibility studies for projects. The process of setting up a business is preceded
by the decision to choose entrepreneurship as a career and identification of
promising business ideas upon a careful examination of the entrepreneurial
opportunities. Generation of ideas is not enough; the business ideas must stand
the scrutiny from techno-economic, financial and legal perspectives. Some
investment proposals pass through the stage of checking out the feasibility.
Large projects usually need a feasibility test to be carried out before a handsome
amount is committed.
16.2 OBJECTIVES:
After studying this unit, you will be able to:
Understand what is meant by feasibility studies in the context of selection
& evaluation of projects
16.12 SUMMARY:
The project feasibility report is prepared for the initial assessment of the
commercial worth of a proposed project. Market feasibility, technical feasibility
and financial feasibility are the three main parts of the project feasibility report,
although market feasibility is mainly emphasized in it. The focus of the market
feasibility study is on estimating the demand-supply gap. Past trends of demand
and supply are studied and the future is forecast. The forecast demand and
supply is adjusted with additional information related to changes in economic
16.13 GLOSSARY:
Aggregate Demand: Is the flow of money and expenditures for goods and
services during a given time period. The expectations of aggregate demand
influence the aggregate supply.
Cash Flows: In investments, it represents earnings before depreciation
amortization and non-cash charges. Sometimes called cash earnings.
Elasticity of Demand: Demand is considered elastic when a decrease in
price results in an increase in total revenue.
Income Statement: Also, earnings report, operating statement, profit and
loss statement. It is a summary of the revenues and expenses of a business
firm or other organisation for a particular period of time, generally one year.
Share Capital: It is the contributed capital of a company that reckons
investors’ interests in terms of shares.
16.15 REFERENCE:
Anil. S., Poornima S. C., Mini K. A., Jayashree K., (2003). Entrepreneurship
Development. New Delhi: New Age International (P) Limited Publishers.
Bala. N., (2007). Economic Reforms and Growth of Small Scale Industries,
New Delhi: Deep and Deep Publications Pvt. Ltd.
17.1 Introduction
17. 2 Objectives
17.3 Entrepreneurship and New Venture Creation
17.4 The Role of Government in Supporting Entrepreneurship
17.5 State Governments Incentives for Investors
17.6 Tourism Related Entrepreneurship Opportunities
17.7 Challenges for New Ventures in Tourism Industry
17.8 Check Your Progress 1
17.9 Summary
17.10 Glossary
17. 11 Answers to Check Your Progress
17.12 References
17.13. Suggested Readings
17.14. Terminal questions
17.1 INTRODUCTION:
Once an individual decides to take up entrepreneurship as a career path,
to be a job provider instead of a job seeker, he has to establish an enterprise. It
is extremely important to take utmost care in identifying the product or service to
be launched by the entrepreneur otherwise it might prove to be a very costly
mistake. He must develop sensitivity to changes around him, which can provide
business opportunities and then carefully scan his environment to generate
ideas. After tentatively identifying four to five ideas he should go in for detailed
assessment and feasibility study. This will help him to crystallise one idea in an
objective and systematic manner, which will greatly enhance his chances of
success.
17. 2 OBJECTIVES:
After going through this lesson you should be able to:
Familiarise yourself with the process of establishing an enterprise,
Understand with the role of government in establishing a new venture.
17.4.1 Training:
Basic training differs from product to product but will necessary involve
sharpening of entrepreneurial skills. Need based technical training is provided by
the Govt. & State Govt. technical Institutions. There are a number of Government
organisations as well as NGOs who conduct EDPs and MDPs. These EDPs and
MDPs and are conducted by MSME's, NIESBUD, NSIC, IIE, NISIET,
Entrepreneurship Development Institutes and other state government
developmental agencies.
17.9 SUMMARY:
In this Unit we attempted to give you an idea about the characteristics of
an entrepreneur and the process of entrepreneurship. There are ample
opportunities for those planning to enter the tourism sector. You have these
opportunities right in your own location if your area is a tourist destination. But to
use these opportunities you ought to have entrepreneurial qualities and must be
familiar with the entrepreneurial process. It is essential that you have a
professional approach with an understanding of management concepts and
functions. Environmental cautiousness, respect for local customs, involvement of
local population and job opportunities for them will add to your success. Here you
must take note of the various government schemes for motivating, financing and
training entrepreneurs and make use of them. Tourism industry is one of the
major segments of our economy, it contributes major part of foreign exchange
and generates employment and helps infrastructure development.
17.10 GLOSSARY:
Business plan: an action plan that entrepreneurs draw up for the purpose of
starting a business; a guide to running one's business.
Carrier: Transportation Company such as an airline, motor coach, cruise line,
or railroad which carries passengers and/or cargo carrying capacity: the
amount of tourism a destination can handle.
Culture: A set of shared norms and values which establish a sense of identity
for those who share them. Typically applied at the level of nation and/or race.
17.12 REFERENCES
Bardhan. P., (1997). “Corruption and development: a review of issues,”
Journal of EconomicLiterature, vol. 35, September, pp. 1320-1346.
Bhatia. A.K., (1978). “Tourism in India”, New Delhi: sterling publishers Pvt.
Ltd.,
Drucker, P.., (1992) Innovation and Entrepreneurship. New York: Harper
Collins Publishers.
Edvardsson. B. & Olsson, (1996) “Key Concepts for New Service
Development”. The Service Industries Journal,
Getz, Donald & Petersen, Tage 2005 “Growth and Profit-Oriented
Entrepreneurship among Family Business Owners in the Tourism and
Hospitality Industry”. International Journal of Hospitality Management.
Holt D. H. (2004) Entrepreneurship: New Venture Creation. New Delhi:
Prentice-Hall of India Private Limited.
Lewis. W., (2001). “Unlocking potential: remove barriers to India’s growth,”
The Wall StreetJournal, September 11.
Nayar. B. Raj., (2001). Globalization and Nationalism: The Changing Balance
in India’s
Economic Policy, 1950-2000 .London: Sage Publications.