Reference No: MAR0148TECPages: 5 Published on: 1, January, 1976
Abstract: This note is part of the "Techniques for Marketing Decisions" series. It describes a simple technique for breaking down the main product benefit into several associated benefits. The "benefit tree" so generated can be used for market segmentation, product differentiation, promotional strategy, etc. ... More
Reference No: OB0076TECPages: 4 Published on: 1, January, 1976
Abstract: This note deals with conforming behaviour and expectations. Having defined conformity and described the profile of a conformer, it goes into the relevance of the two for managerial actions like selection, promotion and placement. ... More
Reference No: OB0095TECPages: 4Published on: 1, January, 1976
Abstract: This note reviews the literature on psychographic variables as they affect consumer behaviour. The review mainly draws upon an article by wells (1975). The review specifically draws the psychographic profile of the heavy user of shotgun ammunition. It also by way of example, shows how market segmentation of stomach remedy users ... More
Reference No: QM0088Pages: 19Published on: 1, January, 1976
Abstract: Deals with the use of computers for management applications in Air India over the decade 1965-66 to 1975-76. It discusses the applications taken up, and the organizational structure of the computer department. ... More
Reference No: F&A0263(F)Pages: 22Published on: 1, January, 1976
Abstract: Mr.Trivedi, one of the branch managers, has some mental reservations about accepting the target for agricultural advances for his branch. The regional manager is confident that the potential reflected in the target exists in the branch. He comes to this conclusion from a report based on a field study ... More
Reference No: P&IR0034Pages: 4 Published on: 1, January, 1976
Abstract: Deals with qualitative indicators to measure performance for rewarding individual employees. It discusses a monetary incentive scheme that incorporates both, an additional increment as well as an incentive payment. ... More
Reference No: MAR0091(B)Pages: 15Published on: 1, January, 1976
Abstract: Describes the marketing strategy of a medium sized textile mill. The management's attitude towards advertising and consumer information systems is highlighted, and details about the role of the channel are provided. Decisions to be taken, relate to evaluating the promotion and distribution policies of the company in light of its ... More
Reference No: OB0083TECPages: 7Published on: 1, January, 1976
Abstract: The concept of motivation is grounded in the basic assumptions of the nature of man and in the stance??social and personal?? toward life and its phenomenon. This note attempts to discuss the viability of the concept of motivation in the Indian context, keeping in mind the Indian manager's goals ... More
Reference No: MAR0178Pages: 10Published on: 1, January, 1976
Abstract: The 1969 Liberty shirts campaign came in for much debate for its bold and unorthodox approach. Some said the advertising was entertaining but was too sophisticated to sell. Some predicted ruin; only a few wholeheartedly backed the campaign. This case gives the extracts of an article by Mr. Frank Simoes, the ... More
Reference No: OB0102TECPages: 9 Published on: 1, January, 1976
Abstract: This note is primarily based on Talcot Parson and Loomi's model of the social system. It attempts to identify and explore the constituents of a social system, i.e., the individual and groups and their interaction. In the functioning of the social system eight elements and their corresponding processes are ... More
Reference No: P&IR0010Pages: 26Published on: 1, January, 1976
Abstract: The case deals with a conflict situation between Air India and its pilots, the pattern of work allocation, and what is now known as the "slip" system of operation. ... More
