dhawanajay

Trolls Behaving Badly - The Dark Side of Social Media

2023-06-18T10:11:00.001+05:30

In recent years social media has become an integral part of our daily lives. It is a platform that enables millions of people to connect with each other and share their thoughts and experiences. However with the rise of social media there has been a corresponding increase in online harassment and bullying. One form of this nefarious behavior is trolling. Trolling on social media has become a significant problem and can have serious mental health consequences.

What is Trolling

Trolling is defined as deliberately posting inflammatory and offensive comments or messages with the intention of provoking a reaction or causing conflict. Trolls often hide behind fake profiles or anonymous accounts to avoid being held accountable for their actions. They engage in trolling for several reasons such as for their own amusement to get attention to express their anger or frustration or to target someone they dislike.

Effects

Trolling is not harmless fun. It can have serious negative consequences both for the troll and their victims. Trolling can cause emotional distress and anxiety to the victim and can even escalate into physical violence. It can also damage the reputation of the targeted person or organization and create a negative impact on their personal and professional life.

One of the main issues with trolling is that it can go viral quickly. Social media platforms like Facebook Twitter and Instagram allow users to share posts and comments which can expose the victim to a much wider audience. This amplification of trolling can lead to an uncontrollable situation where the victim is constantly attacked and unable to fight back effectively.

Furthermore trolling can create a toxic culture online. When trolling is normalized it can lead to online communities that thrive on negativity and hate. This can have far-reaching implications as it could potentially affect how people interact with each other offline as well. Toxic online communities can facilitate the spread of extremist ideologies and contribute to negative societal trends.

There is a lack of accountability when it comes to trolling. Trolls can hide behind anonymity on social media which makes it difficult to identify and prosecute them. Moreover social media platforms have struggled to find effective ways to stop trolling. Although platforms like Twitter and Facebook have implemented policies to curb online harassment it is still a persistent problem.

What to do

Tackling trolling requires a concerted effort from all stakeholders involved. Social media platforms must take responsibility for the content shared on their platforms and create an environment where trolling is not normalized. They can do this by implementing stricter policies and mechanisms for reporting and removing abusive content. They must also invest in technology to detect and remove offensive comments and posts.

Educating users about online behavior is also crucial in tackling trolling. People need to understand that trolling is not harmless and has severe consequences. This includes teaching individuals about online etiquette and how to behave respectfully and empathetically online.

Parents educators and society as a whole also have a role to play in combating trolling. They can teach young people the value of empathy and respect towards others. They can teach how to deal with online abuse when it occurs and build resilience among victims of trolling.

The bottom line

Trolling on social media is a significant problem that requires attention from all. It is not a harmless or innocent activity and can have negative consequences for both the troll and victim. It is essential that social media platforms, users, parents, educators, and society as a whole work together to combat trolling and create an online culture that is respectful empathetic and inclusive.

Password Peril

2023-06-06T21:21:00.013+05:30

How Bad Passwords Can Leave You Vulnerable and What You Can Do About It

Passwords are an important aspect of our digital lives. They are used to protect our personal information, financial details, and sensitive data stored on various online platforms. Passwords are the frontline defense against unauthorized access to our online accounts. We use them to log into a wide range of online services like social media accounts, banking websites, email accounts, and more. However, many people use weak, predictable passwords that are easy to break, leaving their accounts vulnerable to hacking and cyber attacks. Here, we will discuss in detail the dangers and consequences of using bad passwords.

What are Bad Passwords?

Bad passwords are those which are too easy for hackers to guess or hack. These can be anything from common words, birthdates, or names that are easily accessible through social media to easily guessed phrases that have little to no meaning. Many people often use the same password for multiple accounts, which can be extremely risky. Broken passwords can open the door for hackers or other cyber criminals to gain access to sensitive data, steal money, or damage your personal information.

Dangers of Bad Passwords

The dangers of using weak passwords are numerous, and the consequences of a breach can be catastrophic. Hackers can access emails, online banking platforms, personal data, and more and can wreak havoc in your online life. Below are some of the main dangers associated with bad passwords.

Identity Theft

Hackers can steal information like name, email address, phone number, credit card information and more through weak password combinations. This sensitive information can be used to steal your identity, leading to financial loss and reputation damage.

Financial Losses

Bad passwords can lead to compromised personal and financial data, which in turn can lead to financial losses. Hackers can gain access to bank accounts, credit cards, or other financial institutions and withdraw money, make purchases, or commit fraud without your knowledge.

Risk of Legal Issues

If a breach of sensitive data is identified, it can lead to a host of legal problems. Fines and penalties can be imposed by regulatory authorities, and companies may be sued for data breaches that cause harm to customers.

Loss of Reputation

A data breach can damage reputation and lead to customers losing trust in a company's ability to protect personal information. This can lead to loss of business, negative publicity, and a significant impact on the company's long-term financial health.

How to Create Strong Passwords

Creating strong passwords can be an effective way to prevent hacking. Here are some tips on how to create strong passwords:

Use Unique Passwords for Each Account

Using the same password for every account makes it easy for hackers to access all accounts in the event of a data breach. Use different passwords for different accounts.

Use Long Passwords

Passwords that are eight characters or more are considered strong passwords. The longer the password, the harder it is to guess.

Mix it Up

A common mistake is using only letters or numbers. Incorporate a mix of uppercase and lowercase letters, numbers, and special characters for maximum security.

Avoid Common Words

Common words, such as "password" or "12345", should be avoided. Passwords should be complex and difficult to guess.

Use Password Managers

Password managers can generate strong passwords and remember them for you, so you don't have to remember several different passwords.

The Bottom Line

Bad passwords are a serious risk to online security. Every individual must take it upon themselves to create strong passwords that cannot be easily guessed or broken. In addition, tech companies need to work towards more secure authentication processes to keep user data safe. Changing a password every few months, never sharing passwords with others, and avoiding common patterns, words, or phrases are some useful practices to improve password safety.

Remember, the security of your online accounts depends on the strength of your password, so take password security seriously and protect your data from cyber criminals.

Elements of Management - Functions

2022-06-20T21:00:00.008+05:30

OVERVIEW

Information Technology enabled Management involves learning of technology as applied to business at the end-user level. Management and Technology are two big forces that drive business today. Therefore, there must be a learning cycle of management and a learning cycle of Information Technology by which both can be integrated.

In this module, we give you a gist of management principles and its applications to make our work both effective and efficient.

This course on Elements of Management Functions (EMF) provides you the necessary knowledge to become a competent Executive/Manager. You get a broad overview of an organization and its functional areas, which are applicable to all types of organizations / industries.

This module should help you in understanding your role in your very first job and also in your subsequent jobs. You will soon realize that the application of management principles without information technology devices today will be ineffective, as the device itself is meaningless without an application.

You will have an idea about the various Elements of Management Functions like Marketing, Design, Sales, Finance, Quality, HRD and Administration.

LESSONS

1. Overview of Organizations

2. Executive and Management Work Skills

3. Design Research and Development

4. Marketing Management

5. Sales Management

6. Selling Skills

more chapters are on the way...

Overview of Organizations

2022-06-20T20:00:00.051+05:30

OBJECTIVES

At the end of this chapter, you'll be able to:

see the proximity of computers and management;
view your first day in office in a positive way;
broadly classify organizations based on their functions;
understand who does what in an organization

INTRODUCTION

Management and Technology are the two big forces that drive business today. While the knowledge of management principles helps Managers/Executives do the right things, skills in the usage of modern day computers helps them in doing things right. In other words, management principles broadly seek to make them effective at work, while computers enable them to be efficient at work.

While these two fields, Management and Technology, have developed into two independent realms of study, the fact of the matter is that in today's world they need to be applied together in any business situation, and not independently. For instance a Manager may, with his knowledge of Management, come up with a number of alternative methods of solving a business problem say, developing an aggressive sales plan for the next year. There are many variables that he has to take into account, each of them complex in itself. Also, along the line, he has to make a number of assumptions. Even though he can develop a mathematical model and solve it in his mind, he needs a powerful device with the latest software tools to be able to arrive at the best possible solution in the given set of conditions. While application of management principles to business situations will be ineffective without a computer today, the computer itself is meaningless without an application.

Therefore, it is natural that Technology and Management should meet at some point. The study of either of them, management or technology is not complete without the other. And the study of these two subjects in isolation is inappropriate in today's context.

Thus the concept of Information Technology enabled Management (ITeM) was born.

What is Information Technology enabled Management?

Information Technology enabled Management involves learning of technology as applied to business at the end-user level; and it involves the learning of management in its contemporary form; and it involves the study of technology as applied to management. Therefore, there must be a learning cycle of management where you need to learn management and a learning cycle of technology where you learn technology and a process by which the two learnings are integrated. This is Information Technology enabled Management.

Lack of Literature on Executive Skills

There are hundreds of Management Institutions and thousands of Engineering Colleges across the country, but there is hardly any Institute to train raw graduates to be competent entry level executives. This void is becoming more apparent every passing day because more and more jobs are getting converted into intelligent, creative, dynamic executive jobs with the advent of competition and the resulting empowerment of people in Indian business and industry.

There is, today, no scientific data available on the knowledge, skills, and attitudes that an executive requires. There are no books on this subject. Organizations are left with no option but to recruit either raw Management graduates or raw graduates from arts, science, commerce and engineering streams and somehow make them learn to function as executives on their jobs.

Due to lack of any literature on the subject, most organizations do not have clarity about the inputs needed to develop these raw graduates into competent executives in their various functional areas. Organizations do not have sufficient resources either, in terms of well developed Training Centers and full-time Trainers, to train these executives. As a result, these raw graduates end up spending a lot of their time and energy learning their work on the job. Not only is it frustrating for the entry level executive, but it is also equally frustrating for the employer, since he is unable to get the best out of the fresh candidate.

Moreover, the entry level executive who relies upon the trial-and-error way to learn his ropes does not learn either adequately or the right way. This is an important reason for the low level of motivation among fresh executives, leading to low levels of productivity.

ELEMENTS OF MANAGEMENT

How will this module on Elements of Management help you?

India has remained an underdeveloped country for long. It lagged behind in absorbing the industrial revolution. Today the society around us is transforming from an industrial society to an information society. The key resources in the information society are going to be information and knowledge on the one hand and people on the other. We find that most of the work is transforming, hard manual labor in factories and clerical work in offices to knowledge work in both shop floor and office. Very soon most of the employees will be knowledge workers, making use of their knowledge and available information. India cannot afford to miss the bus again. Therefore it is, imperative for us to be a major player in the shaping up of the information era.

With the opening up of the economy and its integration into the global market, phenomenal job opportunities are springing up. These opportunities will go to those who are best equipped for the world of today and tomorrow i.e., to be a knowledge worker. The knowledge worker will be expected to have management knowledge and information technology skills.

Elements of Management will give you a knowledge very necessary to become a competent Executive or Manager. In this specific module, you will get a broad overview of an organization and its functional areas. The functions described in the module are applicable to almost all types of organizations/industries. For example, the way production is planned in a chemical plant or the way production is planned in a moped manufacturing company or the way the dispatch of mails to various destinations is planned in a courier company, have certain principles of operations management in common. You will learn these general principles in this module.

There are specific differences from industry to industry and from organization to organization. If these differences would matter tio you, in view of the functional area that you would specialize in, you would also, in a later module, come across appropriate topics which would bring out these differences.

Once you have completed this module, you would have an overall knowledge of an organization. This will help you in understanding your role in your very first job and in subsequent jobs.

YOUR FIRST DAY IN OFFICE

Let us start off on a good, positive note. Let us. imagine you have got your first job already. You are thrilled beyond words, aren't you?

It is one of the most exciting days in your life.

"We have pleasure in appointing you as a Management Trainee …" your appointment letter says. You probably know the lines by heart since, by now, you have read the letter a number of times. "Please report to Mr. .............................. at 9.30 a.m. with your original certificates and two copies of passport size photographs", it concludes.

You are excited! Nervous! Eager! In short, a bundle of emotions. How will your first day be? Will there be someone to welcome you with a smile? Will you feel at home? Where are you headed towards?

The Preparation

Naturally you want to put your best foot forward on the very first day and make a good impression. Smartly dressed in a formal shirt, nicely pressed trousers, black and brown shoes - clean and polished, matching socks, a sober tie, hair brushed neatly, you leave early to reach the office well in advance.

Before leaving home you have checked to ensure that you have everything you need; appointment letter, original certificates, copies of photographs, etc. - everything the appointment letter had asked you to produce.

The Reception

Well done! You manage to reach the office ahead of time. You decide to wait patiently till 9.30, the appointed time.

The office looks imposing; and probably scary. You are a bit overawed by the new atmosphere. The security guard directs you to the reception. A smart, attractive receptionist takes you to your department. There she introduces you to the secretary of the department. The secretary smiles and then takes you to the Manager's cabin.

The Department

The Manager is busy. Between phone calls and paper work he says a cursory "Hello" to you. After 15 minutes (or was it a couple of hours?) of uneasy watch, he asks his secretary to take you to your place of work to meet the Senior Executive to whom you will be reporting, - your immediate boss, in short. You are slightly disappointed at what seems like a curt dispatch.

The secretary introduces you to your boss. He is also a busy man, surrounded by visitors, constantly answering phone calls. He will attend to you in a while, he tells you in the midst of phone calls.

Finally, your boss finds the time to shake your hands and greet you. But the phone rings again and off he goes, busily talking into the instrument. After a while, still busy, he asks you to occupy the desk meant for you, promising to attend to you later.

No one else seems to be interested in talking to you either. But they are stealing a few quick glances at you in the midst of their work. You become impatient. "Perhaps this is not the right place for me to work in" you wonder. What an unlively atmosphere!

Is the very thought of such a scene scary? Relax! It is necessary for you to know that you are not the first newcomer to experience a situation like this; nor will this be the last one. This happens quite often, not only in this organization, but in many others as well!

Let us look at it from the point view of the organization. They recruited you because they are short of people. The existing manpower is grossly inadequate. Perhaps, they are still looking out for some more bright people.

Where will they find the time to train a person like you, with absolutely no understanding of an organization, from scratch? It is a catch-22 situation for them. They recruited you to ease the manpower problem, but you need a lot of the time and attention of the existing people to train you before you could get started. In the meantime, what happens to the work of these people who have to train you? Mind you, training a person for a job in an organization is not an easy task. It takes a lot of time, patience and effort. Who has these?

Learning on-the-job

If your first day has been spent on tenterhooks, you have already started feeling uncomfortable. Sure, this coldness will not continue for long, for the company has not hired you for keeping you idle. If you are totally dependent on the organization to groom you into a fine executive, you may be in for a surprise. You will have to take the initiative. Here lies your opportunity. Most new recruits want to be spoon-fed; and they are slow in learning. Organizations are already fed up at such a predicament; however, they have had no choice. If things are going to be different with you, won't you be noticed by everybody? A fresh recruit going about confidently in his/her job is such a rare scene, they will all like you. Won't you like this to happen?

Once you have completed this module, you would have gained a reasonable understanding of organizations and what you, as an executive, will be expected to transact in your role. This understanding will act as a good substitute for learning which can come from work experience, the positive difference being that your understanding would have been more structured, even if less experiential.

If you take the first step to talk to a few people in the organization, particularly those in your assigned department, you would get to know a lot about the organization and your job fairly easily. This learning will help you interact with people with confidence, since you can already speak their language, the language of business and industry; and this confidence, coupled with your being productive early, will take you places in your life.

OVERVIEW OF ORGANIZATIONS

Classification of Organizations

Now, let us get on with what we set out to do - learning about Organizations.

Organizations can be broadly classified as - Manufacturing and Service Organizations. Manufacturing Organizations are those that are involved in producing items, whose main benefit to the customer is the value that is derived from the physical product itself. Some examples of manufacturing organizations are those that produce textiles, engineering/electrical goods, chemicals, consumer durables like the television and capital goods like the computers.

Service Organizations deliver products and services where the main benefit to the customer is in the service that is offered, rather than any physical product (even though a physical product may well be a part of the service). Banks, insurance companies, airlines, advertising agencies, hotels, road transport companies and courier companies are examples of Service Organizations.

Traditionally, agriculture used to produce the maximum revenues of to the economy. Slowly, during the industrial era, the contribution of manufacturing industries started increasing and the contribution of agriculture as a percentage of the Gross National Product (GNP), started coming down. In the 1990s service sector has gained ascendancy and was slowly moving towards becoming the major contributor to the national economy. It was expected that, by the tun of the century, the service sector could contribute about 60% of the Gross National Product.

Areas of Manpower Needs

While the blue-collar workers (i.e., factory workers) are the majority employees in factories, white-collar employees(i.e., knowledge workers) are required predominantly in the services sector and also in support functions like operations, administration, industrial relations, etc., in factories.

With the growth in services sector, particularly because of the high employment potential, the need for knowledge workers is on the increase by leaps and bounds. Most of the youth of today would be working as knowledge workers when they come up for employment.

Functional Areas in Organizations

There are various functions in organizations performed by different departments. The manner in which these departments are related to one another and to the customer and supplier in terms of flow of work can be presented in the form of work flow diagrams as given below:

Work Flow in a Manufacturing Industry

Work Flow in a Service Industry

To & Fro flow of work with respect to external agencies

ii. Operations, in Service Organizations, is normally an integration of several functions such as Purchase, Stores, Production, Quality Control, Shipping, Administration, etc.

Who does What in the Organization?

Customer: The individual or organization to satisfy whose needs or wants, your organization was set up in the first place. He is your paymaster. Without a customer, there is no reason for an organization to exist.

As a customer, we have always wanted, or even demanded, the best of products and services. We often complain how bad the product or service is. However, the moment we become part of an organization that provides these very products or services, we become rather casual in approach to the customer.

With increasing competition, organizations are realizing the need for customer satisfaction for organizational success. We, as employees, of an organization, have major roles to play in attracting a customer. satisfying the customer and retaining the customer.

Marketing/Sales: Marketing is the department that identifies the needs of the customer and communicates to the rest of the organization. It also communicates to the customer, in many ways, how the organization is geared to deliver what the customer needs. Functions such as Market Research, Advertising, Sales Promotion and Corporate Communications are part of this department. Sales is the department that sells the company's products and services to the customer and realizes the cash (and thereby generates profits).

Design: Design makes the design, drawings and detailed specifications necessary to manufacture the company's products/services. It acts on the advice of the Marketing department on what should be designed.

Research and Development (R & D): R & D comes up with new products and services unknown to the market and helps expand the product base. They are usually commissioned by the Design department to do specific projects.

Materials: Purchase and Stores constitute the Materials function. Purchase department buys all items required by the organization, be it capital items or raw materials or consumables, from reliable suppliers. The items, once delivered, are received and stored by the Stores department.

Suppliers: The capital equipment, raw materials and consumables that your company requires have to be purchased from the market. Those who supply such items to your specifications at prices negotiated and accepted mutually, are the suppliers.

Production: Production department manufactures the products based on the designer's specifications and drawings, using the raw materials and consumables purchased by the Purchase department and stored in the Stores department.

Maintenance: Maintenance department repairs and services the plant and machinery to ensure that the Production department can produce its products/services without any hindrance on account of breakdown of plant and machinery.

Quality Control: The products/services produced by the organization will have to be certified as meeting the customer's specification. Quality Control department does the testing and certification. The items rejected by them will either be reworked on and again forwarded for quality check or discarded as scrap/ waste.

Stores: Apart from the storage of inward items like capital equipments, raw materials and consumables, the finished products are also stored in Stores. There can be different Stores to stock these different categories of items, or just a single one.

Shipping: This department does the job of packing and dispatching the products to the various Customers.

Finance and Accounts: Finance manages the finances of the organization, like raising capital, loans, etc., collecting money received from customers and paying money due to supplier. Accounts function records all financial transactions and maintains proper accounts of income, expenses, etc.

Human Resources Development (HRD): This department concerns itself with the task of ensuring that the people working for the organization are always physically and mentally fit and competent. It has the responsibility to ensure that the interests of both the organization and the people working for it are met. In terms of specific tasks, it develops/evolves policies and systems & procedures and communicates such policies to people, and takes care of Recruitment, Training, Salary and Benefits Planning, Motivation of Staff, etc., and ensures implementation of the policies.

Administration: This department takes care of administrative (supervisory) functions like salary/wage preparation, maintenance of attendance, security, upkeep of office/factory premises and general secretarial functions in the organization.

And you you will be able to understand information technology, not in isolation, but in relation to their application in organizational settings, in executing and managing the various functions.

CONCLUSION

Now that you have a broad view of an organization set-up, you will find it relatively easy to understand your role when you get into any organization and any role. Wishing you happiness and prosperity in your life and in career.

RECAPITULATION

It is important to dress in a neat, sober manner for better impression.

Never be late for work for it is considered a blackmark.

Care should be taken to collect and produce everything that the appointment order requires.

Impatience, Assumptions and Anxieties are to be avoided in the new environment. Be relaxed and friendly.

Initiative should be taken to approach and talk to people voluntarily.

Questions could be asked about the job, organization and work to show you are interested.

Nature and scope of work should be clearly understood for efficient functioning.

Organizations are broadly classified as Manufacturing Organizations and Service Organizations.

Manufacturing Organizations are involved in producing items whose main benefit to the customer is the value that is derived from the physical product itself.

Service Organizations deliver products and services where the main benefit to the customer is in the service that is offered, other than any physical product.

While the blue-collar workers are the majority employees in factories, white-collar workers are predominantly in services sector and also in support functions in factories.

An organization consists of various departments like, Materials, Sales/Marketing, Design, Production, Quality Control, Stores, Accounts, etc.

Executive and Management Work Skills

2022-06-19T20:00:00.026+05:30

OBJECTIVES

At the end of this chapter, you will be able to:

know the skills required in executing and managing a specific job;
see the benefits of planning and co-ordinating in complex situations;
schedule time and resources in organizing yourself;
see how intelligence, knowledge and skills are applied in executing tasks effectively;
measure and compare actual results with desired results for better control;
list the qualifications and skills appropriate for executive careers, with the help of career guidance kit.

INTRODUCTION

Most young boys and girls, just out of college, hardly know anything about the business world outside. They have little idea of what types of job/career opportunities exist; which of these would best suit them and what supervisory and managerial skills they need, to be able to perform well as effective executives and managers in their own chosen areas of work.

In this chapter, we will discuss the generic, work-related, executive and managerial skills required, whatever be the specific nature of one's job. They are :

Setting forth clear goals/objectives and planning one's tasks

Organising oneself and mobilising resources

Executing and Directing the tasks effectively

Controlling the tasks to achieve the goals/objectives.

Almost all tasks, simple or complex, would require some or all of these skills. They are applicable, whether the tasks are short-term or long-term in nature.

Take for example, the simple task of reaching office on time (not so simple, for those who have to change several buses/trains before reaching the work place). Of course, you must know your reporting time. Assuming your reporting time is 9 a.m. You work backwards from that time. You need an hour of commuting time, let us say. The bus stop is 10 minutes by walk from your house and so you must leave the house at 7.50 a.m. To be on the safe side, you must plan to leave the house earlier. Breakfast time should probably be around 7.20 a.m. and so on and so forth. The really smart folks keep their clothes and other items ready on the previous night, so that they can then be relatively relaxed in the morning. They also cut out entertainment or recreation beyond a reasonable hour on working days. They learn all about bus routes; if they own personal vehicle like two-wheelers, they make sure they are in perfect condition, and have sufficient fuel.

It is obvious that even such a simple task involves a lot of planning and co-ordination. If you take a more complex situation, for example, arranging a marriage in the family, it involves much more of planning and co-ordination.

Let us now see each of these four elemets, namely, planning, organizing, executing and controlling, in detail.

PLANNING

Goals/Objectives

Clear-cut goal(s) are essential for the success of any activity. Nothing can be achieved if the goals are not clearly understood. Setting goals/objectives is an essential part of planning. At the macro level you need long-term objectives and at the micro level you need to plan your task and time meticulously, to be successful at work.

Let us say you are a Sales Executive. At a macro level, you should set for yourself a reasonable sales objective for a given period, say, one year. You should also set for yourself certain broad guidelines about your work. For example, as a Purchase Officer, you may set a certain level of quality of work (no more than 1% mistakes in your purchase decisions), or a certain level of efficiency in your work (releasing at least 15 Purchase Orders a day). You may decide that all the targets/deadlines you set for yourself will always be fulfilled and that you would come to be recognized as a go-getter.

At a micro level, again as a Sales Executive, on every sales call, you should be clear about the objective of your call. You should know what you want to accomplish during the visit - do you want to introduce your organization to the customer or get him interested in your product; identify how much of your product the customer needs, or get a particular sales order?

Plans

To be able to accomplish the goals/objectives, plans are essential. Planning is an attempt to make certain things happen in the future exactly the way you visualize them now. The future is uncertain, but you cannot work without a plan. Be reasonably cautious about over-committing, but once you commit yourself, ensure that you achieve the results.

Plan Duration

You must plan for the long-term, say, for a year, and for the short-term, every day. Long-term plans may mean setting specific deadlines for accomplishing specific milestones. For example, as a Material Planning Executive for a certain class of items, you may want to bring down the inventory from the current level of 45 days to 40 days in three months' time and to 35 days in a year's time. This will remain a mere wish unless you have a detailed action plan to make all this happen.

Everyday's work must be planned at the beginning of the day, leaving a certain 'cushion' time for unexpected schedules. You should ensure that the pending work is kept to a minimum (and if possible at zero) at the end of the day. If, for some reason, you foresee that it may not be possible for you to complete all your work, then plan an alternative course of action. For example, talk to your Manager and get part of it done by someone else or decide to drop some non-priority tasks from your list. Or consciously push some of the job for tomorrow or a later day. At the end of the day, review the day's actual work and convince yourself that your time has been put to the best possible use.

Time Management

Time management is an important component of planning. If you split the work of an executive or a manager (a knowledge worker) into various components, you will find it to be a combination of reading, making or answering telephone calls, writing letters, interacting with executives in other departments and customers, analyzing data, preparing reports, taking briefs, reporting to the boss, etc. An analysis of the time spent on each of these activities will be very revealing. In the first place, on a on day-to-day basis, you should have clarity about the work you need to do. You should have an understanding of the urgency/importance of each of these activities and the approximate time it would take.

Prioritize your activities and execute them in the sequence in which they should be done. Do not take up the first item that comes to mind. Do not give preference to the work you like to do over what you have to do. This requires an organized way of working. If you mismanage your time, you will fail to manage your work. Use of a diary and Things-to-do pads and proper co-ordination with others about what they have to deliver to you and what you have to deliver to them are all methods by which you can manage your day and your work well.

ORGANIZING

Immediately after planning, before you get down to the actual work, you need to organize. It involves collecting the data you need, gathering all the facilities/tools you require, and mobilizing the resources you need to carry out the work. For example, if you are a Sales Executive and are on the way to meet a customer, you should check if your visiting cards and required brochures are ready on hand. (Also, check the status of delivery of items on the customer's previous Purchase Order). Rehearse the questions that may come up during the discussions and be ready with the answers before you meet the client. Disorganized working will result in failure, or in high cost to achieve success.

As a Stores Manager, you have to ensure that the stores under your control are well-organized, every day, to receive the expected material receipts. For example, this may mean that your store officers and store keepers help rearranging the existing items well before new items arrive, as there will be no time once the materials arrive. You should have them have the cranes, trolleys, people, etc., ready at hand to unload new materials. They should have kept the Quality Control Inspector informed about the receipt for the day, so that he can come well prepared for inspection. You should have trained your people to be organized.

EXECUTING AND DIRECTING

Executing

This refers to the actual work expected of the executive. The executive must be equipped enough in intelligence, knowledge, skills and attitudes to be able to deliver results. Conviction about the importance of your role in the organization and commitment to work are essential for successful execution. They act as stimulants to function successfully.

Where you lack in knowledge, skills or attitudes, do not hesitate to speak to your Manager and get his help in equipping yourself adequately for the job. External training programs, even if generic, sometimes help.

Executing is about producing results. There are three types of executives: those who make things happen, those who watch things happen and those who wonder what is happening. It is the first category that succeeds.

Apart from intelligence, knowledge and skills, to make things happen you also need inspiration - a burning desire to do, to achieve results.

There are broadly three categories of people. One - those who work because they have to survive. Once their basic necessities of life are taken care of, they have no more reason to work. You can't see any life, enthusiasm, interest, inspiration in their work. They are mere passengers and are a great liability to their organization. They are also known as vegetators.

Two - those who work because they can earn money with which they need to enjoy the goodies of life. They need fat salaries to fulfil all their desires. To this end, they are prepared to put in extra work, however hard it may be; but, if shortcuts will help them grow faster, they don't mind taking such shortcuts. Their reason to work comes out of the results, the benefits that they can get out of work.

They will never be see satisfied whatever benefits they get - they remain greedy. You can see life and interest in their work because they realize that it is their work that will give them all that they desire. However, what they lack is inspiration. They don't enjoy the process of working; it is only the results that they are ever looking forward to, so that their personal goals could be met early. They do achieve temporarily results for their organizations, but they are NOT the soul of the organization. They are not leaders; they are followers. They are not producers for the organization or society; they are only customers. They would like to consume more than they can produce.

Even a bright young person can turn out to be a follower if he gets to work in an area which does not interest him. The same person, can become a leader in a work that is close to his heart.

We now come to the third category - those who work not for the results they get out of the work, but because they love and enjoy their work, whatever the outcome may be. Of course, they strive to work for very positive results, but if the results turn out otherwise, they don't lose heart. Every crisis is an opportunity to them. They are always on the look out for ways and means to cut costs, improve productivity, quality and efficiency/effectiveness at work, even without being asked to do so. They work well in a team and do not seek only personal achievements. They may or may not need a great deal of money; money takes secondary importance in relation to their work. As a matter of fact, even if their work doesn't give them the money they require, they would still do their work and find some other way of meeting their financial needs. They will never be satisfied with their work related achievements but be satisfied with their material possessions.

They will be full of life, energy, interest, inspiration when it comes to their work. They are leaders whatever be their designation and role. They need not be told their job; they just do it. Even if jobs to be done by some one else remain unfinished, in the interest of their organization, they do it voluntarily, willingly. They are the soul of the organization, even if they are at a very junior level. They are producers, leaders for the organization and society. They want to produce more than they consume because they know that they can contribute to a great extent.

Society consists of a majority of passengers, a large number of mercenaries and a few producers.

Even producers do not necessarily start off as producers from day one of their work life, though there are a few exceptions. In most cases, they graduate from being mercenaries to producers when they achieve their 'self-realization'.

Ultimately, your own attitude to work, your own life and society around you will dictate what you become.

Apart from these general traits, of course, there are the job-specific qualifications, knowledge, skills and personality traits which are necessary for anyone to succeed in his job.

Every executive and manager should be good at the basic skills essential for his specific job. It is difficult to go on in a general vein far when it comes to executing because it is highly job specific. While a Purchase Manager needs skills to negotiate, dictate/write letters, a Market Research Analyst needs a good grounding in statistics and aptitude for working with a team.

Directing

Directing is a process by which a manager or executive leads his team so that all the members of the team perform their tasks in the desired fashion thereby meeting the said goals.

There are three types of executives: those who make things happen, those who watch things happen and those who wonder what is happening. It is the first category that succeeds.

Directing includes issuing orders and instructions to subordinates, guiding and monitoring them, motivating, communicating and effectively leading them.

a. Issuing Orders

Important aspects to be noted while issuing orders are:

Clear and few words.
Complete but brief instructions.
Correct scope, tone and words.

b. Communication

It is a system by which information is communicated by one to another or all. The communication system can operate from top to bottom. Communication can be oral or written, in the form of reports or instructions. It can also be formal or informal. Proper communication leads to better productivity and industrial relations.

A vertical communication is from the management to the staff, while horizontal communication is across the same level.

In formal communications, face-to-face contacts, open-door-policies, etc ., - is the path to communicate with higher hierarchy. Chain of commands, group meetings, etc., - are channels for communicating to subordinates.

There are also some barriers in effective communication when the receiver is not receptive and indifferent.

Effective communication helps in better understanding. Hence, the message should be direct, simple, timely, face-to-face, devoid of emotion, etc.

c. Leadership

The next important step in directing is leadership. Leadership must inspire confidence and trust, so that organizational goals are met as programmed.

To be a successful leader you have to have good qualities which could be natural or acquired over a period of time.

Leaders can be authoritative, democratic, persuasive, and functional.

Some of the qualities of good leadership are: intelligence, positive attitude, technical knowledge, maturity, an innovative and energetic mind, responsibility and open mindedness.

An effective leader is an achiever of goals, who is good in communication and is a role model.

CONTROLLING

Murphy's law states that if anything can go wrong it will. And an extension to Murphy's law states that even things that cannot go wrong will. The most interesting thing about failures is that even when things have gone totally out of control, most people may not even be aware that things have gone wrong. The objective of controlling is to ensure that things do not go wrong, and when they do, you should be aware of it so that you can take corrective action in time.

To be able to control any activity, you should be able to measure and compare it with the desired results. This means that in the planning stage, there should have been a clear statement of the expected level of achievement, which should also be measurable, and in the execution stage, the actual measurement of the result must take place.

For example, if you are an Administration Manager, you have a responsibility to control office expenses within reasonable limits. let us assume that you find the telephone bills to be very high. Then you would compare it with the budgeted value, analyze the previous telephone bills, identify possible ways of reducing telephone expenses without affecting business, and then you would draw a set of guidelines for a certain duration of time, say, by the next monthly bill. You would discuss these with the concerned people, gain their acceptance of your findings and agree on an action plan. You would then remember to look into the telephone bill after the month period is over, find out whether it has been controlled to the extent envisaged, and if not, take further corrective action.

CONCLUSION

In real life you would find that most executives and managers do not follow a disciplined approach, probably because no one has taught them to do so. No wonder the effectiveness of their functioning in most organizations is far below the desired levels. However if you are going to be disciplined, and work to a plan, you will go up the ladder very fast and achieve success in life.

RECAPITULATION

Generic work skill requires the following:

Setting forth clear goals/objectives and planning one's work
Organizing oneself and one's job
Executing the tasks effectively
Controlling the tasks to achieve the goals/objectives.

Setting goals helps plan and execute action in achieving objectives.
Planning helps in making certain things exactly the way you visualize.
Planning should be long-term, intermediate and short-term.
Organizing involves:

collecting the data you need
having tools you require, and
utilizing the resources you need to carry out the work.

Time management is an important component of organizing.
Intelligence, knowledge, skills and attitude are necessary for commitment to work and in knowing one's role in the organization.
The objective of controlling is to ensure that things do not go wrong.
To be able to control anything, you should be able to measure and compare it with the desired results.
Identifying the best career line and preparing to get into the chosen career are the two steps involved in career planning.
It is better to apply for a few jobs with adequate preparation and planning, than applying for all vacancies advertised offline and online.

Design, Research and Development

2022-06-18T20:00:00.028+05:30

OBJECTIVES

At the end of this chapter, you will be able to:

appreciate the purpose and importance of design;
list the steps involved in product development;
understand the need for feedback and constructive criticism;
define research & development and types of research;
explain R & D registration procedure.

DESIGN

"What a tangled web we weave

when we first practice to deceive."

William Shakespeare wrote these words 400 years ago. They mean simply these even to deceive well, it takes a lot of practice; the first time we attempt it, we get caught in a complicated network of lies and half-truths.

This is true of any activity. It is important to practice, develop and improve anything that ew do.. But equally important is to have a basic plan, i.e., a design of what we want to do.

In any manufacturing activity there is a need for design whether the product under manufacture is ball bearing or automobiles. Indians, as individuals, have always been very good designers, but not in India.. We do not do much of original design in India. Most of our products are made in collaboration with some foreign company which provides the technology. This is very unfortunate because, profitability in design is much more than in manufacturing or trading.

Design Considerations

a. Functionality

Fist the purpose of the item manufactures has to be identified. A knife has to cut and a fan has to rotate. This is called functionality and is of prime importance in design. Let us consider a knife. A knife needs a sharp edge of adequate length, to cut. The design of a product therefore, has to take all such factors into account.

b. Other factors

It is obvious that functionality plays an important part in design. And a sharp knife cannot be held without a handle. The handle becomes an essential part of its design.

Two aspects figure here: convenience and safety.

Finally, when the knife goes out into the market, it has to look attractive. Hence, it is given the right shape and the handle is given a nice coat of paint to prevent rusting, etc.

Here, the factors that come into play are aesthetics, longevity or durability and strength.

Similarly, can you figure out the aspects to be considered in designing a table fan? A bungalow?

Now while designing a knife, we have taken into consideration, a number of factors.

We realize that proper materials have to be chosen. While glass may cut, it obviously cannot be a knife blade because it will break. A suitable metal has to be chosen - naturally gold, platinum and silver are ruled out in view of their high cost. Aluminum and brass too are not considered for reasons of material unsuitability. Modern knives are usually made of stainless steel. The benefits of the particular material should justify the cost. So, the factors that govern the choice of material are:

i. its properties (vis-a-vis the function),

ii. its cost,

iii. its strength and durability,

iv. its aesthetics.

Once the materials are chosen, new drawing(s) are made to form the basis of design.

Design is not a routine activity. It involves creativity. The same product designed by two designers may not have the same look, same material, same characteristics and same price.

Design Standards

Design has to take into account, standards and inputs prescribed for the product under design. It has to meet quality requirements of the customers, (for products specifically developed against large orders) or industry standards (like BIS/ISI, JIS, etc., where dimensions, weight, material and tolerance are set down to a narrow range of acceptable limits).

Design Outputs

One of the outputs of design is making drawings of the product to scale. In the process, we may need to do numerous computation, using either a calculator or a computer. These drawings are very accurate models of the final product with all its dimensions. Over the years, these have been done manually by draughtsman on drawing boards. In fact, it is a common piece of advice in most walks of life when things go wrong: Go back to the drawing board.

Computer Aided Design and Drawing is a modern technology that has aided advancement in design. Today CAD packages i.e., software programs like Autocad) are available on desktop computers which make for high-precision design and drawings. The parameters of product design are fed into the computer and the resultant drawings and specification can be perfected to the satisfaction of the most demanding manufacturer in a very short time. Speed of design is today a very important consideration as manufacturers compete to bring out newer, better products ahead of one another.

With CAD, changes can be made with great ease. Several alternative designs could be studied before choosing one. Plotters are available as part of CAD systems which can produce accurate drawings. By the use of graphics, CAD systems greatly aid product development. Similarly, CAM (Computer Aided Manufacturing) systems are used in the manufacturing process which takes manufacturing instructions prepared by the computer for the Numerically Controlled (NC) Automatic machines and manufactures without human intervention.

Once the initial design is finalized, it is release for production. The documents released will be drawings and detailed specifications of materials, components and sub assemblies. The designer will preserve the back-up calculations, computer outputs, etc., for future verification.

Design Feedback, Review and Amendments

The design is reviewed periodically based on consumer and internal feedbacks and changes in design to meet these are made. For this, a design amendment note is sent by the Design department to the appropriate authority in Operations. Now we are ready for the final design. Once the final design is ready, sometimes, a prototype of the product is made usually through a shop attached to design or through an external production shop. This is a life-size model of the product which is critically analyzed by the Production department from all angles, including convenience of production, and a further feedback is given to the Design department. Changes needed are again incorporated on the basis of the correction slip received. At this stage, the product design is ready for the final release to Operations/Production.

Design support is continually available by means of periodic updates, for product improvement is an ongoing process.

Working Conditions for Design

Design and Development are crucial aspects of the pre-manufacturing process. The Design department should be able to function in comfortable working conditions. Usually the constraints faced by the Design department includes funds needed to have the necessary resources - men, machines, money and materials. It also sometimes works in isolation from the production line, so that it is not hampered by constant feedback and criticism. However, feedback and constructive criticism are also important positive aspects.

REASEARCH AND DEVELOPMENT (R & D)

Need for R & D

Development is the process of making a product (or process), usable and commercially exploitable, perfected by applied research. Applied research is carried out for commercial exploitation. It is an investigation or experimentation with the aim of developing practical applications of the knowledge thus gained. India has, for long, remained a borrower of technology. In the competitive world of today, no company can survive without access to R & D in applicable areas. It is too costly and risky to buy technology for ever. The same holds good for a country, in a more important sense of self-sufficiently and well-being of its people and economy. With the liberalization of Indian economy, and stiff competition in the market place, companies are realizing the value of R & D; at least, major industries are setting up their own R & D departments if they already do not have it).

The Process of Working in R & D

R & D begins with a problem statement. For example, if you want to do R & D work on an electric car, then your problem has to be stated as the development of an electric car. A layman may approach this problem in a disorganized manner. There may be several gaps in the way he tries to develop an electric car, because he may overlook a number of important steps. The scientific approach, on the contrary, is systematic and without gaps. Every step is taken and every details is investigated while formulating the problem.

Literature gathered systematically from technical journals, specialist magazines, books and trade journals and through discussions with experts is an important part of the R & D activity. Sometimes, a hypothesis or assumption is formulated, and by using sampling techniques, a survey is made with a select group of respondents to Support or reject the hypothesis. Based on systematic data collection, a report or thesis is prepared.

Prominent Types of Research
Quantitative Research is the usage of statistical data usually compromised, to support management decision-making, preparing business forecasts, recommending investment patterns, etc. here, the objective of research should be measurement and analysis of variables under different circumstances/parameters.

Applied research is investigation or experimentation with the aim of developing practical applications of the knowledge gained.. Applied research is essential for problem solving in an organization.

Fundamental Research is based on fundamentals; it is theoretical or pure research, not related to business exploitation. Research that goes into the root of the matter as in nuclear research, genetics, biotechnology, etc., fall under this classification.

Empirical Research is experimentation based on observation, which cannot be established with confidence as 100% accurate. What holds good for one set of variables should theoretically hold good for a similar set, is the basis of empirical research.

Laboratory Research is research by experiment and observation under laboratory conditions.

R & D Registration

To be a recognized R & D center, a unit has to register itself with the Department of Science and Technology of the Government of India.. There are a number of benefits extended to such R & D centers. Some of them are listed below:

i. Income tax benefits.

ii. Unrestricted imports of capital goods.

iii. Benefit of 100% of depreciation (write off) on capital goods.

The first and foremost requisite of an R & D center is the setting up of a full-fledged laboratory.. A detailed application has to be sent, stating the area of study, the period of study, etc., and the benefits that will flow from the research to the community and the country (for example, development of an impot substitute item/product).

The application has to give detailed budgets (both capital and revenue) and details of the facility required.. After the department is satisfied of the genuineness of the application, the R & D center is approved and is given a registration number and a validity period.

An R & D cess is collected by the Government of India, to fund R & D projects implemented by various organizations. The cess is collected on import of Design & Drawings, Payment of Technical knowhow fee, Engagement of foreign technicians, etc. The cess is collected through the Reserve Bank of India at the time of approval.

PRODUCT DEVELOPMENT

Product Development is a process of:

i. improving existing products, product lines and product applications.

ii. creating new products, product lines and applications.

Process of Product Development

Product Selection is the first step in product development. This is done by the top management on the recommendations of the Marketing department based on market needs/wants. This is usually selected from a number of alternatives based on techno-economic viability.

The product is the designed and the design is approved for a pilot project to be started.

In a pilot project, the product goes through a trial run where it is tested under laboratory conditions. Real life conditions are simulated or duplicated in the laboratory and the product is subjected to a number of tests of strength, durability, performance, tolerance to various adverse condition, like heat, light, dust, dirt, stress, etc.

Design changes, if indicated by the tests, are made.

Fig. 1 Flow Chart for Product Development

Now a full scale model or prototype is prepared. The model is then exposed to field tests or test marketing. For example, a new soap may be best marketed in a particular geographical area to get customers' reactions or feedback, before it is introduced all over the country.

Field tests are tougher than lab tests and certain drawbacks in design which passed the lad test may show up during the field test. In such a case, it goes back to the drawing board!

Fig. 2 Product Development Process

Once again the product goes through design changes.

Next the product is evaluated on the basis of costs and benefits. If re-designing and overall costs are too high compared to the benefits in terms of market acceptance and profitability, then the product may have to be dropped, or an alternative solution has to be arrived at so that benefits outweigh costs. The sequence of operations for manufacturing the product is established and we are ready to commence full-scale production.

Periodic updates are made in the design and development of a product until it really stabilizes. Yet another reason for periodic updation is competition. In order to stay ahead of competition, we have to keep updating our product in terms of quality and features/benefits. When there is a technology change in the field, for example, when there are better ways of making the product or when a technology breakthrough takes place in the product itself, we have to take stock of the situation and review the design.

Areas of Application of Design

In the industrial era, design meant design of products. Now design has come to mean a lot more. However, the general concepts described earlier remain the same, with appropriate modifications.

Today, apart from industrial product design, we talk of garment design (garment made of not only cotton or artificial fibers, but also of jute, leather, etc.), fashion design (where it is the fashion/trend that is designed), interior design (making good use of available space and presenting an aesthetic appeal of interiors of homes and offices), curriculum design design of syllabus, course details and course materials), advertisement design, stadium design, organizational logo design, etc.

As a matter of fact, one of the critical factors for the success of large organizations today is Product Development capabilities. In view of the stiff competition, competing organizations are forced to bring forth newer and improved products/services to be acceptable to the market. The number of new and improved and cost-effective and better detergents/detergent powders that have hit the market in the last one year is indicative of the importance of Product Development. It also indicates how swiftly R & D is forced to act and help develop newer and newer products.

CONCLUSION

India has, for long, been considered a country of traders. there has been very little of original design owned by India companies. However, Indians who have gone abroad, are shining well as designers. Our scientists and engineers in NASA, Intel, IBM, and AT&T stand testimony to this fact.

With the economic liberalization, Indian companies and even foreign companies are setting up Design and R & D centers in very many fields in India, right from garment or textile design to graphic design, visual art design and automobile design. For people with a scientific design or research-oriented bent of mind, this offers excellent openings and growth possibilities. Due to dearth of talent, fresh graduates will have a lot of opportunities to join organizations as entry level Design/Research/Development Executives.

RECAPITULATION

Design forms the basic step of any manufacturing activity.
The first step involved in designing a product is to make a drawing to the scale of the product.
Design has to take into account, standards prescribed for the product under design. Changes are incorporated based on reviews and feedback.
Development is the process of making a product usable and commercially available, perfected by applied research.
Research and Development begins with problem stating.
A unit has to register with the Department of Science and Technology., of Government of India, to be a recognized R & D center.
R & D cess, a fixed percentage, is collected on the import of design and drawings, by the government.
Product development is a process of improving existing and/or creating new products.
Product selection, the first step in product development is done by top management, on the recommendations of the Marketing department.
In a pilot project, the product is tested in the laboratory, where real life conditions are simulated.

Marketing Management

2022-06-17T20:00:00.031+05:30

OBJECTIVES

At the end of this chapter, you will be able to:

appreciate the need for the marketing functions;
differentiate between marketing and selling;
understand some of the key concepts used in marketing;
analyze the tasks involved in marketing;
define advertising and choose an advertising media;
learn what strategic planning achieves in terms of an organization's objective.

INTRODUCTION

Marketing is the process of understanding what the customers need and want, arranging to make the same available to them and communicating clearly about the fact that here is the product that they have been wanting to have. In this sense, one could say that Marketing is the single most important function in an Organization. This is not to belittle the importance of other functions, but to put things in perspective.

Marketing Management involves ascertaining the quantum of demand for specific products, the profile, buying habits and purchase potential of customers and taking necessary steps to make the product available in right quantities, at the right price, at the right place and time. It is the aggregate of strategies and tactics for the sale undertaken before the actual selling of goods. It includes Market Research, Product Positioning, Packaging, Pricing, Distribution, Publicity, Advertisement and Sales Promotion.

Manufacturers need to know the profile of their potential buyers, their buying capacity, buying habits (where they buy), the processes (who they consult before buying), what alternatives are available to them and at what price their product will sell. The product needs to be packed in convenient lots for ready use and information about the product is to be made known to the public. Also, the product needs to be supplied to the seller in the right quantity at the right time and should be displayed prominently enough for people to notice in the shops.

All the above are part of what is called Marketing. The actual process of selling to the customer, either directly as in the case of industrial products or through dealers/wholesalers as in the case of consumer products, is not exactly a part of Marketing, though some people mistake selling for Marketing.

MARKETING VS SELLING

Although marketing and selling are closely related, their aims and roles are different. Some of the important differences are listed in the following page.

i. Marketing precedes selling. Before a product is introduced in the market, the Marketing department should have studied the need, demand, suitability and saleability of the product. Sales and its related functions follow the marketing process.

ii. Marketing involves study of the market and its potential in relation to the product. Selling refers to the handling of the product and its (physical) transfer from the producer to the consumer.

iii. Marketing is the process of explaining the product and its benefits and displaying it before the public, either physically in the shop window or through advertising. Selling involves trading of goods or services for money (cash or credit).

iv. Marketing includes collection of data from potential buyers and use them to refine production. Selling is the act of implementing the purpose of marketing.

v. Marketing is an R & D exercise. Selling is a field work on a daily basis, the nuts and bolts part of a business enterprise.

SOME KEY CONCEPTS IN MARKETING

Customer Wants, Needs and Demands

We often fail to see the difference between want and need. Need is what the customer actually requires, whether he has realized his requirement or not. Want is what he desires to have, whether he really needs it or not.

To go to office which may be just half a kilometer away, we can just go across by walk. A cycle or a scooter may be a luxury. However, we may want to use the car. Here, there was no 'need', but a strong 'want' makes us follow a certain course of action.

Consider the example of a toothpaste. A customer comes to the shop for a toothpaste which is his need. The buyer wants a toothpaste with a favorite flavor, which comes in an attractive packing and in a convenient quantity, say 100 gms. What the customer ultimately demands is that brand which he prefers, but at the right price, namely, a nominal price that is affordable to him.

The Marketing Manager always keeps the interests of his organization in mind. However, by the nature of his role in finding out what the customer needs, he is forced to see things the way the customer sees them and thus keeps the interest of his customer in mind as well.

While buying a product, an ordinary customer looks at:

the money available with him

the price of the product in question, and

the price of the alternative product.

The Marketing Manager should consider these factors. He should also consider whether his organization can give the customer what he needs/wants, and if so, what are the limitations of production. The production personnel need to think only of their department's job of producing, whereas marketing involves an awareness of not only the market, but also the production capacity and limitations of the company.

Product Category

Usually business organizations produce and sell several products or variations of the same product (also called product category or type). Some of the product types may sell more than others. An organization interested in promoting the sales of a particular product type may conduct studies to find out why the alternate product types sell more than the one they want to promote. Thereafter, production of the more saleable products may be stepped up, or marketing efforts may be made to increase the sales of other products. For example, companies which wanted to promote sales of alternate edible oils (like sunflower oil, soyabean oil, etc.) carried out detailed studies of why conventional edible oils (like groundnut oil, mustard oil, etc.) sold more, found ways of promoting alternate oils and have succeeded in changing the mindset of the consumer. Here, you can say that conventional edible oils and alternate cooking oils are two product categories.

Product Life Cycle

Each product (or product category) has a life cycle as given below:

The Introductory stage

The Growth stage

Maturity Stage

Decline Stage

Fig. 1 Product Life Cycle

In the introductory stage (or phase), the new product enters the market, and efforts like Sales Promotion induce the customers to try the product. The market accepts the product only slowly. Therefore, the volume of sales is low and the product is sold at a heavy loss.

In the next stage, namely, the growth stage, sales increases as customers begin to accept the product and the profitability improves.

As the product gains popularity, it reaches the maturity stage, thus retaining a fairly steady market size for a fairly long time. This is the stage when the product brings in significant profits.

Then comes the decline stage which occurs when a new product category with improved features hits the market and cuts into the existing product category's market size.

The popularity of 'Sunlight' soap in the 1950s is a case in point. It lasted for a little more than a decade and in the late 1960s it declined mainly due to the introduction of blue-colored 'detergents'.

The concept of 'shampoo', likewise, was popularized when people were using either soaps or natural products like 'Shikakai' for cleaning the hair. Each brand vied with the other in proclaiming its superiority. However, with the introduction of shampoo packaged in small 'sachets', the importance of the ingredients in the shampoo took a back seat. Through bombarding of advertisements, economy (single-use), low-pricing and easy availability at all the wayside shops, the 'shampoo sachets' became the rage of the middle classes.

Brand

Brand relates to the identification given to a product in the form of name, sign or symbol ('logo') to distinguish it from other brands of the same product. The makers of instant coffee powder name their products 'Sunrise', 'Bru', etc., so that customers will be able to use them and cultivate their buying and usage habits by identifying their choice with the 'brand' in question. They do not merely ask the shopkeeper for 'instant coffee powder', they ask for their favorite brand by its name. Loyalty to a brand is useful both to the producer and the customer. Over a time, people tend to call a product by its leading brand name; the brand name has such a forceful effect on the psyche of the people. For example, 'Xerox' for photocopying, 'Goodnight' for mosquito mat.

Leaders/Followers

The producer whose product has the highest share in the market is called the 'market leader'. For instance, 'Colgate' brand of toothpaste (with all its different variations like 'floride' and 'gel') still holds about 60% of the market share of toothpaste in India. The brands marketed by Hindustan Lever, like 'Pepsodent', 'Close-up', etc., come second.

To hit at the 'Colgate' market, the makers of 'Promise' toothpaste decided to follow the 'Colgate' color scheme of pink and white (pink denoting healthy gums and white representing clean teeth), for packaging the product. They also brought in an advertising slogan of 'I wonder how no one thought of it before', when they said that 'Promise' contained 'clove oil' for healing bleeding gums. Although almost all toothpastes contain clove oil, it was not advertised earlier. The result was 'Promise' made a big dent in the sales of 'Colgate'. Still, 'Colgate' continues to be the leader and others are followers.

Quality

Quality pertains to fitness of a product for the customer's use to meet a certain need. If it delights him, all the better. Uniform rendering of good service over a period of time, coupled with high quality products, results in continued customer patronage. The customer soon expects high standards from the producer and continues his relationship as long as his expectations are met.

Price

Pricing of a product largely depends on the demand for the product. Unless the buyer is satisfied with the price of the product in question, he will not go through with the purchase, however popular the product is.

Price depends also on factors other than the cost of production. Cost plus a reasonable profit is the minimum incentive for a manufacturer to keep producing. Other factors are as follows:

i. Brand Name - Some brands become famous over a period of time; For example, Yardley, Chanel, etc., for perfumes and toiletry. Whatever the price, people will continue to buy them.

ii. Price of the alternative product - When a new soap is introduced, the price is determined more by the price of its competitors already in the market than by its own cost of production.

iii. Packaging - For example, perfumes come in expensive, attractive containers, and are priced very high. No one questions the pricing of an expensive bodyspray.

MARKET STUDY / MARKET RESEARCH (MR)

In today's highly competitive world, where resources are limited, the manufacturer who wants to sell the maximum volume in quick time must know his 'market', (i.e., that portion of the population which would require the product and is likely to buy it) precisely. Hence, the need for a group of specialists who can understand/identify the market even before the manufacturing plant is set up. This group is called the Market Research/Market Study group.

The purpose of MR is to understand the fulfilled and unfulfilled needs and wants of the consumer and to produce one's own products to meet these needs and wants in the right proportions (also called as mix of production), to achieve maximum overall sale and profitability.

Market Research, in other words, is the process of probing, evaluating and predicting the market's response to products intended to be produced and sold, even before they are produced.

Customer's needs and wants must be studied in relation to:

price

quality

content

packaging

presentation

distribution

after-sales service.

Fig. 2 The Market Research Process

MR is done in various ways. A common method is collection of data by devising a questionnaire (or form) and getting it filled up by a representative cross-section of consumers. The filled-up form contains the consumer's individual preferences pertaining to the product, opinions regarding the alternative/competing products, his/her income group, money spent (or willing to be spent) by the consumer on the specific product (every month or in one shot), etc.

Data is also collected in respect of:

i. volume of sale of the product vis-a-vis (other brands) in the recent past, say, last one year.

ii. potential market for one's own brand.

iii. specific localities/areas where increased sales is possible e.g., due to large concentration of population of lower/higher income class.

iv. seasonal variations in sales.

From these information, the Market Researcher arrives at the potential market size and the market share for his own product. This helps the production planner to plan his production accordingly. In the case of new product introduction, this helps in setting up a plant of the right capacity.

ADVERTISING

Advertising is defined as any paid form of non-personal presentation and promotion of ideas, goods and services by an identified sponsor - Philip Kotler.

The need for advertising arises in view of consumers' preference for branded products and services. Advertisements should be an influencing stimuli to make customers react positively to what is being offered. One of the important elements of advertising is the choice of media through which to communicate.

Some of the forms (or media) of communication are:

Indoor Media	Outdoor Media
Newspaper Advertisements	Hoardings
Television	Banners
Radio	Leaflets/Flyers
Magazines	Cinema Slides

Advertising involves five major factors which are called the 5-Ms. They are as follows:

i. What are the advertising objectives? (Mission)

ii. How much money can be spent? (Money)

iii. What message should be sent? (Message)

iv. What media should be used? (Media)

v. How should the result be evaluated? (Measure)

In many large organizations, there is a department called 'Corporate Communications' which is the co-ordinator for promoting all other communications. It co-ordinates with Advertising and other agencies to take care of the 5-Ms on behalf of the organization.

SALES PROMOTION

Sales Promotion campaigns consist of introducing the product into the market by first selling the 'concept' through Advertisements. This is followed by door-to-door campaigns and distribution of samples. Another way of promoting sales is making available various small volumes of the product free of cost or at low prices at various temporary outlets in prominent places.

'Pepsi' soft drink was introduced in India through its local brand name 'Lehar Pepsi', with the help of a vigorous sales promotion.

Sales Promotion differs from advertising in that, while advertising offers a reason to buy, sales promotion offers an incentive to buy. It is a special offer, to a particular segment of people, and is offered for a specific period of time.

PUBLIC RELATIONS (PR)

PR helps develop and encourage positive attitudes and behavior by the public, in general, and potential consumers and opinion leaders, in particular, towards the organization and its products/services.

Public Relations, in the marketing context, involves:

a. Assisting in the launch of a new product.

b. Assisting in the re-positioning of a new product (by arranging seminars, press conferences, etc., to spread new messages about the product).

c. Building up interest in a product category.

d. Influencing specific target groups. (For example, women, children, athletes, etc.).

e. Defending products that have faced problems.

f. Building the corporate image.

g. Building credibility and awareness.

h. Stimulating the sales force.

i. Holding down advertising and promotional costs.

DIRECT MARKETING

Direct Marketing means marketing without the use of intermediaries, i.e., the producer or dealer communicates with the ultimate user directly. This may be done through phone calls, direct mailers, road shows, presentations, participation in fairs, etc.

Companies send letters to important customers about their products and their benefits. Departmental stores offer gifts to customers buying goods worth more than a specified amount or offer special prices on purchases.

Mail order sales and telemarketing are some forms of direct marketing.

STRATEGIC PLANNING

Strategy means the overall thrust of an organization's aims, the direction in which the organization is moving or proposes to move. Without a strategy, the organization is likely to stumble from crisis to crisis. It has time only for solving a crisis, in other words, fire-fighting.

A marketing strategy involves visualization of long-term goals and a plan to achieve them from the marketing viewpoint by taking advantage of the marketing media available like, MR, Advertising, PR, Sales Promotion and Direct Marketing.

Strategic Planning involves answering the following questions:

Where have we been so far? Where are we now?

Where do we want to go in the next few years?

How can we get there?

The purpose is to generate new ideas, probe market opportunities, and develop plans on how to secure the market desired.

For example, when Pepsi was getting entrenched in the Indian soft drinks market, as a late entrant to the Indian Market, Coca-Cola had to devise a strategy to overtake Pepsi swiftly and emerge as the undisputed leader of the Indian soft drinks market. Coca-Cola did this by buying out Parle Soft Drinks Ltd, the leading indigenous soft drink marketer with reputed brands such as Thums Up, Limca and GoldSpot. Using Parle's infrastructure, bottling capacity, distribution network and the immense goodwill of the established brand names, Coca-Cola has stormed ahead of its international rival Pepsi. Aggressive advertising and promotions using international imagery has been part of CocaCola's armory against Pepsi.

CONCLUSION

Marketing is an exciting, challenging, rewarding field. In the coming years, it is likely to grow to even greater heights. It offers enormous job opportunities for bright, young graduates. One could, depending on one's interests, aptitude and skills, become a Market Research Executive, Market Research Analyst, Market Research Field Executive, Advertising Account Executive (also called as Client Service Executive), Copywriter, Creative Artist, (Advertising/Promotion Executive), Public Relations Executive, Direct Marketing Executive, Telemarketing Executive, or a Marketing Executive who co-ordinates many of the above marketing activities.

4.11 RECAPITULATION

Marketing is the aggregate of strategies and activities that one adopts for selling a product.
Marketing involves the study of the market and its potential in relation to the product. Selling refers to physical transfer of the product from the producer to the consumer.
Need is what the customer actually requires, whether he has realized his requirement or not. Want is what he desires to have, whether he really needs it or not.
Every product goes through a life cycle which consists of the following stages:

The Introductory stage
The Growth stage
The Maturity stage
The Decline stage.

The market leader is one whose product holds the highest share in the market.
Branding and Pricing largely determine the demand for a product.
Market Research is the process of probing, evaluating and predicting the market's response to the product meant to be sold.
Advertising is any paid form of non-personal presentation and promotion of ideas, goods and services by an identified sponsor.
The 5-M's of Marketing are:

Mission, Money, Message, Media and Measure.

The successful launching of a new product largely depends on the sales promotion campaign which initially offers an incentive to buy a product.
Strategic Planning answers the following questions:

Where have we been?
Where are we now?
Where do we want to go?
How can we get there?

Sales Management

2022-06-16T20:00:00.043+05:30

OBJECTIVES

At the end of this chapter, you will be able to:

understand how the sale function in an organization is managed;
know about the typical characteristics of a sales executive;
learn how sales acts as a link between the customer and the organization;
realize the duties / job responsibilities of a sales person;
understand the process of recruiting, selecting, training and assigning a sales person to the job;
understand how the sales department is structured and learn the elements of selling;
know about compensation and performance evaluation methods.

INTRODUCTION

The customer is king. Without customers a business cannot survive. The first and usually the only persons the customer actually meets are the people in the Sales Department. Hence for the customer, the Sales Executive is the company.

The sales function is vital to the organization, since it generate the revenue essential for its survival and growth. It is charged with the responsibility of achieving the budget volume of sales units at maximum price recovery and minimum selling costs so as to earn the full profit potential. In a highly competitive market, slackness in maintaining a high level of sales pressure can result in loss of market share.

The Sales Department should be organized to cover the entire geographical area of operation (target area) by deputing Sales Executives/Salesmen to visit the areas at regular intervals. The Sales Executives visit their customers or prospective customers, either with prior appointments or by making cold calls (unscheduled meetings). They explain about their organization, products, how the products will benefit the customer and try to get the orders. They have to be well-groomed, well-mannered and well-informed about their products and possess good communication skills in order to succeed. It usually takes more than just one sales call to get an order. Sometimes the decision to buy is based on price, sometimes on other considerations like quality - of the product, payment terms, reliability of supplies, references, etc. In the case of government orders, it is usually based on price and done through the tendering procedure.

The Sales Manager will ensure that adequate stock of a product is sent to the wholesale/retail dealers, so that it is available to the consumer at point of sale.

In the case of sales through distribution channels, salespersons interact with wholesale and retail dealers of their products. When there are no such intermediaries, they deal directly with customers. From these interactions, they estimate the monthly/quarterly/annual requirements of a product. They give their feedback to the Sales Department. This department compiles and processes this information and sends it to the Production Department to develop its production-plan accordingly.

POSITION OF THE SALES FUNCTION IN AN ORGANISATION

Position of the Sales function

Sales, as an operation, links the organization to the customer. Its internal link to the organization is mainly Marketing and Production. Fig. 1 depicts its internal link to the organization and external link to the customer.

Fig. 1 Functional context of Sales

Sales is the primary feedback system that provides information about the customer to the organization. Based on this information, strategic decisions are made regarding product-characteristics, customer segmentation, marketing-strategy, production-plan, sales-force structure, etc.

WHAT MAKES A GOOD SALES EXECUTIVE

Let us look at some of the common features of a good sales person.

Basic Characteristics

The main aim in selling is to procure an order from the customer for the company's products. By nature the job is tailor-made for extroverts who are well-equipped with information, capable of convincing the customer on the benefits of the product.

Sales Executives are constantly on the move meeting customers or their own colleagues in Marketing and Production. They are self-confident, outgoing and pleasant in manner and speech. In dealing with outside customers, their highly developed communication skills, enable them to convince customers that their needs can be fully met or exceeded with the company's products and their convincing approach enables sales to be clinched. With internal customers (colleagues), they can be very friendly and persuasive so that others find it difficult to refuse. Their enthusiasm in their work derives from an honest belief in their products and their conviction that the maximum number of people must benefit from their use.

Anyone can train himself to be a Sales Executive. Like any other business function, it can be practiced and one can learn a lot from experience. Selling comes naturally to a person who has the inherent ability to make persuasive and fluent conversation.

Take the case of a child pleading with his mother: "That pencil box is exactly what I wanted. If you buy it for me I promise not to lose any more pencils. See, it is big enough to hold four pencils, a ruler, an eraser and a sharpener. Look, there's even a pouch to keep my stamps. It is unbreakable. So I won't pester you to buy another one for a long time. Please, mother, please!"

Coupled with a winning smile and actually placing the pencil box in his mother's hand, so that she can see the product herself, the child has succeeded in "selling" the idea of buying the product for him. He has done this selling by explaining the product-features and benefits and has convinced the customer that it is the right product to be purchased to meet his need.

Anyone who hears such a logical and convincing sales-talk from a child, will certainly buy the pencil box for him. The child's innocent, honest and enthusiastic approach is what a Sales Executive should do to make a sale. The commitment, sincerity and effectiveness of communication distinguishes a good Sales Executive from an ordinary one.

Order Takers and Order Getters

These days, in any business, Sales Executives are often required to be order getters rather than order takers. Suppose there are two sales persons trying to sell a set of pens. The following scenario illustrates how the two types of sales persons will make a sales pitch.

Order Taker : "Good Morning, Sir. Would you be in need of these pens? "

Customer : "No Thank you, I have enough pens and I don't need anymore".

An Order taker is a passive seller who assumes that if a customer really needs something, he will place an order without much persuasion.

Order Getter : "Good Morning, Sir. I can see you have a couple of pens. But honestly, the pens I have here will add value to your image. The prestigious name of our company - Silkwrite, is etched here on this elegant pen handle. Just look at the way the ink flows when you use the pen! It does not blot or smudge. The attractive colors will match most of your shirts. Let me open the pen and show you the refill. Such thick refills are not offered by any competitor. Therefore, this pen lasts for a long time. A special kind of chemical in the ink prevents it from drying up or thickening."

An Order Getter is an aggressive seller who will not be satisfied until the customer is completely convinced that the product will be of use to him for reasons within the product itself. This sales person believes that the product is absolutely essential for the customer, but the customer himself is not aware of it because the product features are not known to him. The sales person sells benefits to the customer.

Job Requirements

A sale is completed when an order is procured. It is executed by dispatching the product followed by receipt and acceptance by the customer and finally the agreed payment is made on time.

A sales person must be thorough in the following areas:

-   Product Knowledge: A full understanding of the product in relation to how its features are designed to meet needs, advantages over competitors' products, price in relation to competition, quality, special concessions introductory offer, seasonal discount, etc.
-   Distribution Channels: Direct from company depots, through distributors and/or retailers, through commission agents or representatives etc.
-   After Sales Service: Guarantee terms, repairs or servicing, technical guidance/support etc.
-   Product Potential: Industry application of the product, location of end-users and volumes required in generic terms.
-   Customer Knowledge: Buying procedure, decision-maker, end use of product, special service conditions, frequency of repurchase, potential, etc.

Company Goals

Ethics and values set out by the organization also contribute to the molding of a sales person. If the organization is committed in writing and practice to Sales Quality Procedures, a sales person not adhering to these will not fit in.

For example, Company A may decide not to sell an industrial product to households because it is committed to the safety of homes. Company B may sell a similar product to all segments of customers, if it feels its product has enough safety features to be used anywhere.

The kind of Sales Executive required for an organization will depend on the policies for Sales set by the organization.

A company may sell technically complex products. In this case, its Sales Executives may be required to possess technical qualification. It may require only passive sellers if it already has a high market share and mature, steadfast customers. The sales strategy may be to assign one Sales Executive to an entire territory, in which case, the person may have to handle sales independently.

SALES DEPARTMENT - ORGANISATION

The organization of a Sales Department depends on the kind of product or service that is being sold by the company. In other words, the structure is based on product, territory or customer.

Consumer Products are sold in retail directly to the general public through shops and departmental stores. These products are toiletries, stationery, confectionery or durables like fans, TV sets, refrigerators, etc.

Industrial Products are sold to factories that make other products. For example, machines, pumps, electric motors, etc. The selling is generally to the actual user.

Services are sold to customers by hotels (boarding & lodging), airlines (travel), etc. These are intangible products or services.

Consumer Products

If the company is dealing with consumer products of one category (say toiletries) within the same market segment, then the organization would be designed on a geographical basis. There could be Regional Managers at metros, say Delhi (for North), Mumbai (for West), Kolkata (for East) and Chennai (for South), all reporting to the General Manager - Sales, who is located at the Corporate Office. Depending on volumes generated in each geographical area, there could be Branch Managers at major cities in the Region, reporting to the Regional Manager. Finally, Sales Executives, reporting to Branch Managers, would be located in important towns handling all sales within the areas allotted.

The organizational structure would look like Fig.2:

Fig. 2 Sales Organization - Consumer Products

The distribution channel for consumer products starts from the Company's factory(ies) to major distribution centers located in large towns who dispatch the products to dealers/sub-dealers (usually wholesalers) from whom the final retailers (shops) receive their requirements. The Sales Executive must study these channels closely and understand the processes, problems and incentives at each stage. Appropriate solutions must be found at every step to maximize sales within the framework of the company's policy. Suggestions based on real-life experience should be made so that they can go up the line of command within the company. Thus the Sales Executive who has the first-line contact with the market-place, provides the "eyes and ears" for the Company. His suggestions and views would be considered seriously in revising marketing-strategies, sales-policies, and in solving product or customer-related problems.

Industrial Products

These are usually highly specialized products. Intensive technical training is imparted by Marketing Managers to sales persons. If the Company is dealing with a variety of industrial products like pumps and electric motors, then the organizational structure would be product-oriented.

Fig. 3 Product Oriented Structure

Thus there could be two Sales Executives at many major cities like Bengaluru, Ahmedabad, each reporting to his respective Sales Manager for the product. Where a customer buys both pumps and motors, these Sales Executives will co-ordinate between themselves in common areas like order follow-up, collection of payments due, etc.

Since industrial products are usually sold directly from the company to the factory end-user, the Sales Executive has to be constantly in touch with the key user in each factory. Firstly, he has to understand the actual usage and parameters for product being sold. Secondly, he has to win the confidence of the foreman on the factory shop floor, the Production Manager, the Purchase Manager and the Factory Manager - on occasions the Accounts & Finance Manager may have to be contacted while collecting payments and /or overdues. He must know the decision-maker and the decision-making system in each of his customer's organizations.

Complex Structure

A combination of the above structure may be needed when the Company sells a wide range of products. For example, Sales Executives may be assigned one or more products within a designated geographical area. The Sales Manager for a Region is responsible for all the products sold by the several Sales Executives reporting to him.

Sales Administration

This is a service function within the Sales Department that handles the routine paper-work and inter-functional co-ordination. Experienced Sales Executives with lots of field experience and a thorough understanding of the Company's working systems and procedure, are usually assigned this responsibility. Data on sales-performance versus targets, order-position, factory co-ordination, inventory-management, overdues-analysis, sales-trends and statistics are generally handled by this section.

DEVELOPMENT OF A SALES EXECUTIVE

A good sales person is expected to have two basic characteristics - empathy and ego-drive. Empathy is the ability to perceive what the customer wants and ego-drive is an impending personal need to sell a product. He must also enjoy responding to challenges, effectively interacting with all kinds of people, and be good at customer-servicing.

These qualities have to be screened at the recruitment stage itself, and/or provided through training and development programs.

Selection and Recruitment

Most companies take great care in drafting advertisements to fill vacancies. The essential and desirable qualifications and experience are spelt out, as also the age span. The location may be mentioned but most jobs carry the condition of transferability to any part of the country. The range of emoluments may be mentioned, but details can be obtained only at the interview.

Your resume must be clearly structured, so that there is no difficulty in fitting your data with the job requirement. Additional information, only if pertinent, should be included.

In an interview, the questions will probe general business knowledge and test ability to grasp the critical issues in given situations. Simultaneously, grooming, manners, conversational ability and communication skills are observed. Usually, the General Manager - Sales, the concerned Branch Manager and the HRD Manager conduct the interview. Sometimes written tests, group discussions, personality tests and special selection procedures may also be used.

Evaluation criteria for a Sales career are:

- Likeableness and sincerity.

- Cheerful and outgoing attitude.

- Self-control under stress.

- Inner drive and commitment to succeed.

- Service-orientation.

- Communication skills.

- Business sense.

Each company its own interview-rating system. At the first stage, a short-list of two to three candidates against each vacancy is developed. The short-listed candidates are called for final rigorous interview on the basis of which offers of appointment are made to selected candidates. A medical examination to ascertain physical fitness may be conducted.

Training

Candidates who are recruited by the company have to undergo training on topics related to the overall working of the company and on relevant selling techniques. This will make the candidates familiar with the company's culture, mission, organizational structure, policies, procedures and products before taking over the job.

a. Induction

This phase covers the following subjects/topics:

- Business scene relevant to the company: Industry Environment.

- Company history, current performance, future plans.

- Overall organizational structure.

- Sales Department organization in detail.

- Job outline of each position, reporting relationships and co-ordination methods.

- Product range, specific applications, potential markets.

- Company's business policy, ethics, standards, procedures, etc.

b. Product Knowledge

The next phase in the training program deals with educating the sales person with the features of the company's products. Product knowledge is one of the most essential requisites for a sales person. Experts from Production, Research & Development, Marketing etc. explain the benefits of a company's products, in what market segments these products will sell and what are the unique features possessed by the products.

In every Marketing Department, there will be a Product Manager for a product or group of products with similar characteristics. For example, if pharmaceutical company also markets toiletries, there will be a Product Manager - Pharmaceutical products and another Product Manager - Toiletries. The respective Product Manager(s) will brief you depending on the product(s) you are selected to handle.

The Product Manager is an authority on his product. Having studied the market requirements he has worked closely with R & D to develop the product, with Production at all stages of manufacture and with Quality Control for testing compliance with specifications. So listen to him carefully and whenever you have doubts regarding product characteristics, go to him for help.

To be effective as a sales-person, you should be convinced about the value and efficacy of the company's products. Take a customer's perspective and do not stop asking questions. It is all right to ask "stupid" questions. Many customers may in future, ask similar questions.

You should not only know your product(s) inside-out but also how and where they are used, the benefits in both qualitative and quantitative terms, pricing vis-a-vis competition, major competitors' products and the plus and minus points of your products relative to competition, major customers and current market-share, present sales strategy and future new product launch plans.

c. Selling Techniques

This part of the training emphasizes the method which will be used by sales persons to sell a product. A whole chapter is devoted to this aspect. Here, we will briefly discuss these techniques.

A majority of sales-training programs consist of the following steps:

i. Prospecting and Qualifying

Prospecting is identifying customers by developing leads. Leads can be developed by asking current customers for references, seeking data sources, subscribing to relevant publications, etc. Qualifying a prospect implies screening his background, buying history, credit records, etc.

ii. Pre-approach

Pre-approach involves equipping oneself with knowledge about the prospect's company and its current buyers. Before making a call, the sales person should make out a list of objectives he seeks to achieve. An overall sales-strategy needs to be formulated. When a live demonstration of the product is made, the sales person must make sure that the product functions properly. Sufficient backup must be taken and in case of product failure, a replacement should be readily available.

iii. Approach

The manner in which a sales person presents himself to the customer contributes to at least 15 % of the actual sale. If first impressions are not good, the prospect closes his mind on the sale even before it starts. The appearance of the sales person, his opening greeting, the firmness of his hand shake, confidence in approach, etc., are all important to start a good sales presentation.

iv. Presentation and Demonstration

During the actual presentation, the sales person describes product features, lists its price and performance advantages, basically explaining how the prospect will benefit from the purchase. The AIDA method of getting Attention, holding Interest, arousing Desire and obtaining Action is commonly used by sales persons. A live demonstration of product-usage may also feature at this stage.

v. Handling Objections

Almost invariably, customers will have some objections to purchase a product. The sales-person should be able to handle these questions with a positive approach. On most occasions a straightforward and open discussion of the objections is appreciated by the customers. If the company's product does not provide a feature that a customer wants, it is best to accept this fact and offer an alternative to satisfy the customer's requirement.

vi. Clinching the Sale

All efforts so far are of no use unless the sale is clinched, by getting a written order from the customer. This calls for a killer-instinct similar to a hockey player shooting for the goal, after dribbling past and dodging opponents. When the customer shows even the slightest inclination to place an order, the opportunity should be seized immediately.

d. Reporting Procedures

The sales person is the most important link with the customer. The organization can make effective use of information gathered by sales persons regarding customers and their needs, how they perceive the company's products and whether the company is producing and selling to meet the expected demand.

Reports written by sales persons provide such information. A typical Sales Call Report may look as in Fig. 4.

Fig. 4 A Typical Sales Call Report Format

Formalities regarding reporting form the last part of the training program.

e. Training Aids

Organizations often use one or more of the following aids to train Sales Executives:

Lectures by experts, internal and external to the organization
Sales conferences and conventions for sales persons
Sales manuals describing the requisites of a sales person, product data, selling procedures and tips
Role playing - where an actual selling situation is simulated in the class room
Sales trainees go with the company's sales persons on sales calls to under go on-the-job training by actual observation followed by supervised trial selling
Visual aids like video films, television programs, audio visual aids, etc., are used to demonstrate the content of the selling process.

Compensation and Incentives

The selling job is very unique in nature. Many believe that selling is an art. It often requires travelling. The job is complete only when a sale is accomplished. By definition, a lot of external factors are involved in execution. All these factors of uncertainty call for adequate compensation for retention of a good group of sales persons.

Two aspects are considered in fixing compensation.

Level of compensation: This is the outer limit to a sales person's compensation range. To a large extent, the market decides this limit. If, on the average, organizations in an industry pay their sales persons a certain amount, this figure can be used to fix the compensation.

Components of compensation: Sales force compensation comprises a fixed amount, a variable amount, expense allowance and fringe benefits.

The fixed amount is the salary that a sales person will draw irrespective of number of successful sales calls he makes. The fixed amount is intended to offer basic financial security to the sales person.

The variable amount may be commissions, bonus, sales incentive, etc. This is in direct correlation to the number of successful sales calls a person makes. The variable amount may be related to the number of products sold or fulfilling a quota, or achieving a certain rupee value of sales, etc.

Expense allowance compensates the expenses incurred for travel by the sales person within his territory to make necessary sales calls.

Fringe benefits are provisions like medical leave, paid vacation, accident insurance. These are intended to provide security and job satisfaction.

Due to the fixed and variable components of compensation, different types of compensation methods can be adopted: direct salary, direct commission, salary and commission. The last mentioned type is the most commonly used compensation method.

At the end of all these procedures, a sales person is ready to take up his job in the field.

Job Assignment

After the training is completed, a sales person is assigned to a territory. The sales person is provided with the sales plan, sales quota, call report, prospecting duties, expenditure reporting form, etc.

The sales plan is a detailed description of how many products the company as a whole aims to sell; how this is divided among the sales force and as an individual sales person or a group of sales persons; what is the sales target that is to be achieved within a specified period of time. A sample sales plan is shown in Fig. 5.

Product:   S101
Product Name:   Air-Conditioner
Year:   1996
Annual Sales Target:   16,000 units

QUOTA:                                   PRODUCT:

Sales Executive	Annual Target (In Units)	Unit Price (In Rs.)	Territory	Sales Target (In Lakhs of Rs.)
Feebi	6,000	22,000	South	1320
Asma	8,000	20,000	West	1600
Issac	2,000	22,000	East	440

Fig. 5 A Sample Sales Plan

Based on this plan, each sales person is allocated a certain number of units of the product that he is personally responsible to sell within a certain period of time. This is the sales quota. For Example: Based on the sales plan in Fig 5, the sales quota for Feebi for the first five months may be defined as:

Months	Units to be Sold	Unit Price (In Rs.)	Area / Location	Sales Promotion
January	500	19,800	Chennai	Off Season discount (10% off = Rs. 2200)
February	300	22,000	Chennai
March	1000	20,900	Chennai	Summer Sale (5% off = Rs. 1100)
April	1500	22,000	Coimbatore	Trade show
May	1500	18,700	Chennai, Coimbatore	Summer Sale (15% off = Rs. 3300)

Advertising involves five major factors which are called the 5-Ms. They are as follows:

Apart from selling to existing customers, a sales person is expected to attract new customers for the company's products. Some organizations may make this a mandatory requirement in the sales person's job profile. The amount of sales time that must be spent on prospecting is provided as part of the Sales Executive's job assignment.

HOW DO I KNOW HOW I AM PERFORMING?

Most organizations have specific procedures to evaluate the performance of its sales force. A Sales Report is an effective evaluation tool:

Sales reports are divided into two parts:

Activities planned for the future (Example: Sales person's Work Plan) and
Report of completed activities (Example: Call Report).

Monthly expense reports submitted by sales persons are also sources for performance evaluation. Important performance indicators can be extracted from these reports. Average cost per call per month, time spent per contact, number of new accounts generated, cost of sale force vs profits from sales, etc., can be derived from these reports. These data provide answers to important questions about the sales force: Are they spending enough time in sales calls? Or is it too much? Are enough orders closed? Are they effective in getting new business?

Sales persons are informed about their performance, through these evaluations.

Apart from the above evaluation method there are formal evaluation methods practiced by organizations. Formal methods allow the management to set down standards for evaluation, to be well informed of sales force performance, and to hold sales persons accountable for their performance. Three of these techniques are described.

a. Comparing Performance among Sales persons

This method compares and ranks the sales performance of each member in the sales force. For example: In the month of January, Sumanth has sold 150 pieces; while in the same period, Pandu has sold 201 pieces. All other conditions of selling remaining the same, Pandu is a better sales person.

Sales performance may be measured by the rupee amount of sales made by each person, number of new accounts opened, persons with least number of customer complaints, etc.

This method is ideal for organizations where there is uniformity in the sales process across territories. The product mix, customer profile, competition, work load, etc. need to be the almost same for each sales person.

b. Comparing Current-to-Past-Sales

For each sales person, the sales performance is assessed over several months or years. Net sales of each product, percent of quota completed, profit contribution, sales expenses, number of new customers, number of lost customers, etc., are data that feature in this assessment. Based on these a sales person's performance can be evaluated. Refer the table given in Fig. 6, and assess how Swetha has performed.

SALES RECORD FOR THE YEARS 1992 - 1994

Territory: West Sales Executive: Swetha

Product Category: Air-conditioner

Product Id: S101

	1992	1993	1994
Net Sales (S101)	Rs. 1200 Lakhs	Rs. 1210 Lakhs	Rs. 1300 Lakhs
Quota	Rs. 1220 Lakhs	Rs. 1300 Lakhs	Rs. 1350 Lakhs
Percent of Quota Completed	98.4%	93%	96.3%
Gross Profits	Rs. 1.2 Lakhs	Rs. 98,000	Rs. 1.3 Lakhs
Sales Expense	Rs. 73,000	Rs. 85,000	Rs. 90,000
Number of calls	662	701	694
Average Cost per Call	Rs. 120	Rs. 152	Rs. 200
Number of New Customers	5	8	18
Number of Lost Customers	2	3	6
Average Sales per Customer	Rs. 26,000	Rs. 18,000	Rs. 20,000
Average Gross Profit per Customer	Rs. 1,875	Rs. 2,000	Rs. 2225

Fig. 6 A sample Current-to-Past-Sales Evaluation

c. Qualitative Evaluation

Personality trait and individual skills contribute a lot to a person's ability to be a successful sales person. Personal interviews and review sessions, departmental meetings, presentations and seminars, personality development courses, etc., can be conducted to know if a sales person is capable of handling his job. Any change in laws and policies will be communicated to the sale force as soon as possible.

AFTER THE SALE

The responsibilities of a sales person does not end with the closure of a sale. As the primary department interacting with the customer, it needs to perform certain other activities after the sale is completed.

Supply of the Product

On taking the order, the Sales Executive reverts to his headquarters. There he compiles a list of the buyers, area-wise, with the required quantity shown against each. He sends this requirement to the Production Department which will arrange for packing and forwarding the goods, keeping the Sales Department informed.

Consumer products like toiletry, clothing, footwear, etc., are sold in large quantities, but to different buyers. Hence, the producer and consumer do not meet at any point of time. For instance, Bata shoes are made at one or more of the production centers, but sold at all retail outlets throughout India. Bata Shoe Co. and the ultimate buyer do business through the retailer, i.e., the Bata dealer in the buyer's area.

For products like, soaps, toothpaste and clothing, we have wholesalers who buy in bulk straight from the factory and distribute to retailers who stock the items for individual sale.

However, it is the Sales Executive's job to meet wholesalers and stock retailers to ensure smooth supply, to ensure that there is adequate stock at all times and consumers are keen to buy the product. He/she cannot afford to lose contact with the customers because they may well switch over to another brand when approached by others.

In the case of capital goods like machinery or consumer durables or fixed assets like, housing, there may not be any middlemen. The builder and the buyer of a house need to have personal contact with each other. In purchase of machinery, although there may be dealers. the producer may still meet the buyer. Installation of machinery may require the producer's expertise which the dealer may not have.

a. After Sale Service

The seller's role does not stop with selling. He should follow up his sale by enquiring the buyer whether he received the required product on time, and in proper condition.

After sales service is essential in the case of machinery and consumer durables like television sets, washing machines, etc., which need spares from time to time. Even for the normal functioning of the system, servicing is called for. The seller's relationship with the buyer thus continues well after sale. In most cases, a service contract beyond the stipulated period of guarantee is entered into. During the warranty period, service is done free, and thereafter for an annual charge. (Sales use warranty for guarantee generally as guarantee has a wider coverage).

b. Customer Problem Redressal

Customers often face problems after they have received the product.

This may be due to many reasons:

i. The product does not conform to the original order.

ii. There may be deterioration in quality after it reaches the buyer (food and other perishable items are examples).

iii. It may develop a defect as in the case of electronic gadgets.

iv . There are operational problems due to lack of clear instructions.

v. Faulty design.

vi. Change in operating environment.

In such cases, it is the duty of the seller to rectify the defects by deputing either a sales person or an engineer, as deemed necessary.

Redressal or solving a customer's problem in connection with the product sold is part of the role of a Sales Executive. It speaks of his integrity, sense of fair play in business and acts as a further incentive to the buyer to continue his business relationship with the seller. It breeds trust which is essential in business, as much as it is in personal relationships.

Collection of Outstandings

In the pursuit of business goals, the seller comes across many buyers who may be wholesalers/retailers or direct consumers, who lack ready liquid money to pay for the products.

The sellers often give goods on credit by agreeing to take payment after a specified time. This is most applicable in the case of organizational purchasers. Also dealers, are middlemen who stock large quantities to meet the demand and they cannot be expected to pay for the stocks immediately.

Credit Sales results in money remaining Outstanding for long periods. Collection of Outstanding bills is the salesperson's additional (but a crucial) responsibility.

The Sales Department keeps a list of buyers to whom credit can be extended. This is based on their assessment that the buyer is creditworthy. The sales personnel, in their anxiety to push sales, may promise liberal credit facilities to all types of dealers. This tendency is undesirable. Credit limits are usually established by top management for each buyer and sales personnel must operate within these limits.

Commercial banks generally help the seller in collection of bills raised by the seller on the buyer. Documents are routed through a bank (which sends them to their branch established at the buyer's place.) The other branch (called the 'drawee' bank) hands over the documents to the buyer (bill, lorry receipt and invoice) after collecting payment after a period agreed upon.

CONCLUSION

Selling is a highly challenging and rewarding career line for people interested in outdoor activities. There is a phenomenal dearth of talent in this field. Most organizations recruit fresh graduates with the drive, from any stream of studies and train them on the field offering high incentives. Sales Executives, Sales Officers, Sales Engineers are typical designations for entry level sales people. The growth opportunities are very high and bright people who have an early grounding in sales have risen very fast to top levels in many industries.

TOPICS FOR ADDITIONAL READING

The important documents relevant to sales are described below:

Customer Order

This document, as the name implies, is the order which the customer places on the Sales division. He has an idea about the price structure, discounts allowable and terms of payment either from the price catalogue of the organization or through correspondence.

The Customer Order indicates the quantity required and the price agreed upon between him and the seller, and also the place and time of delivery. Sometimes, the customer may request for staggered delivery. The Customer Order also indicates the terms of payment as agreed upon. This Customer Order forms the basis of the supply of goods by the seller and is usually sent in duplicate of which, one copy is returned by the seller to the customer as a token of acceptance.

Delivery Challan

This is a prime document evidencing the supply of goods to the customer, prepared and signed at the time of delivery of goods to the customer. One copy is given to the customer and the other is returned to the customer to be attached to the invoice, as evidence for the supply of goods covered in the invoice.

Invoice

This is the document which the seller sends to the customer indicating, among other things, his indebtedness for the purchase of goods from the seller at the stipulated price and also indicating the due date for payment.

If the terms of payment are cash against delivery, then, when the goods are delivered, the payment is received and the invoice is submitted to the customer. However, if the customer is allowed some credit, say, for a month or two (depending on customer category and sales policy), the invoice along with the delivery challan is forwarded to the customer well ahead of the due date.

The Invoice contains:

Product code
Product description, quantity, rate and value
Associated charges like handling, insurance, postage, packing and forwarding, service charges, and local or Central Sales Tax, as applicable
Any discount allowable, is also indicated and the net price to be paid is arrived at.

Reference to the number and date of the Customer's Order.

Particulars of the receipt of the carrier through whom the goods were dispatched.

Mode of payment: Whether against cash or through the bank. Credit if any, and due date for payment.

The invoice also refers to local Sales Tax and Central Sales Tax (C.S.T) numbers as authority for collection of the relevant taxes.

At the back of the invoice, the terms and conditions of sale are listed out and the buyer is bound by these conditions.

As soon as an invoice is issued, a note is made in the Sales Journal to register the transaction. From the Sales Journal, at the end of the month, the transactions pertaining to a customer are entered in the ledger and the product inventory, to bring down the level of stock.

Sales Journal

The Sales Day book or Sales Journal as it is called in Accounting terminology, registers the day-to-day credit sales to customers. At the end of the month, the Credit Sales are totaled and a consolidated accounting entry is made in the Product Inventory Account and the individual Customer Ledger Account increase its indebtedness to the extent of the sale.

The Sales Journal facilities entry , in the sense that it consolidates all Credit Sales transactions in one place and effects the accounting transactions once every month.

Customer Ledger

All sales transactions relating to a customer are recorded in this ledger. While cash sales transactions are noted then and there, Credit Sales transaction are noted at monthly intervals in a consolidated fashion from the Sales Day book.

Receipt of money from the customer is also entered in the ledger.

At any point of time, the balance in the ledger shows the amount the customer owes to the company.

Credit Notes

Customers who return the products sold, for any valid reason, are furnished with a credit note which signifies that their account will be credited for the value of the note. Sometimes issue of credit notes becomes necessary, if the product is overcharged, or if a discount is applicable.

In big concerns, the practice followed is to register all the return in a single book and make consolidated entries at the end of the month.

RECAPITULATION

The sales function requires dynamic interaction with several departments in an organization. It is the primary link between the organization and the customer.
A good Sales Executive should be enthusiastic, intuitive, assertive, aggressive and have a strong personal urge to make a sale. He needs patience, perseverance and persuasive power.
A sales person requires thorough knowledge of the product, distribution channels, the customer, product potential and after sales service.
An order taker is a passive seller; An order getter is aggressive seller.
The sales force in an organization can be structured around its products, its customers or the territories where it sells its products.
Sales Executives are molded to suit an organization at the time of recruitment. On-the-job training on the product, selling techniques and reporting procedures further support this process.
A variable component in a sales person's compensation provides incentive for making a sale.
Sales quota is the target volume to be achieved by individual Sales Executives.
Evaluation of performances can be made by comparisons among sales persons, comparing current-to-past sales and qualitative evaluation.
After receiving a written order from a customer, a sales person is responsible for ensuring prompt product delivery, rendering after sales service and addressing customer complaints.

Selling Skills

2022-06-15T20:00:00.009+05:30

OBJECTIVES

At the end of this chapter, you'll be able to:

prepare for making a sales call;
understanding techniques used in selling;
offer better proposals;
handle doubts, indifferences and objections of the prospects;
learn the correct ways to approach a prospect;
close the sale at the right time.

OUTLINE

Learn Everything from Anything

2022-02-02T02:00:00.008+05:30

Introduction

Learning is a continuous process that goes on throughout our life. It is not just confined to the classroom and textbooks but can be done from anything that surrounds us. The notion of learning everything from anything simply means that learning is not limited to a particular source or domain. It can be acquired from anywhere, be it nature, technology, culture, or any other aspect of life. Here, we will explore how it is possible to learn everything from anything, and the benefits of adopting an open mindset towards learning.

Nature

Nature, for instance, can be considered a great teacher. The natural world is filled with a variety of species that exhibit unique characteristics and behavior. By observing and studying these characteristics, we can learn a great deal about biology, ecology, and evolution. We can gather insights about survival, adaptation, and natural selection and apply these biological concepts to our daily lives.

Technology

Similarly, technology has transformed our lives in profound ways, and it is also constantly evolving. By keeping ourselves up-to-date and exploring the possibilities, we can learn new skills and gain knowledge that is essential in our professional and personal lives. By learning to code, we can develop our creativity and innovation, expand our analytical abilities, and build our problem-solving skills.

Culture

Culture is another powerful source of learning. Cultures worldwide have unique traditions, customs, and beliefs that offer a deep insight into human nature and society. By studying different cultures, we can learn about human behavior, develop empathy and understanding, and learn how to build relationships with people from diverse backgrounds. We can enrich our lives by exploring art, literature, music, and philosophy, and discover how they manifest in varied cultures.

Travel

Travel is also a great way to learn everything from anything. It offers eye-opening experiences that enable us to broaden our horizons, understand different cultures and perspectives, and learn from varied environments. As we travel to different corners of the world, we learn about history, geography, and social dynamics that shape the societies we live in.

Seek

The benefits of adopting an open mindset towards learning are manifold. When one is open to learning from anything, they become a lifelong student, fostering curiosity and remaining engaged in the world around them. It helps to develop critical thinking abilities that enable one to approach problems in a more innovative and creative manner. By constantly seeking new knowledge, it encourages personal growth, helping us expand our understanding of the world and ourselves.

The Bottom Line

Learning everything from anything gives a powerful tool for personal growth and development. By embracing a mindset that values learning from all sources, we can broaden our knowledge, deepen our understanding, and gain a unique perspective on the world. The saying, "A jack of all trades is a master of none", may seem to contradict this notion, but it is not that we need to become an expert in everything. Instead, we should strive to embrace the learning opportunities available to us and keep an open mind to new experiences, knowledge, and skills. With this approach, we can become a well-rounded individual who continually expands their horizons and enriches their life.

Start your journey here.

Learn

2022-02-02T02:00:00.001+05:30

Logical or Lateral Thinking

2010-07-30T08:36:00.071+05:30

Many years ago in a small Indian village, a farmer had the misfortune of owing a large sum of money to a village moneylender.

The moneylender, who was old and ugly, fancied the farmer's beautiful daughter. So he proposed a bargain.

He said he would forgo the farmer's debt if he could marry his daughter. Both the farmer and his daughter were horrified by the proposal.

So the cunning money-lender suggested that they let providence decide the matter.

He told them that he would put a black pebble and a white pebble into an empty money bag. Then the girl would have to pick one pebble from the bag. The outcome would be based on:

1) If she picked the black pebble, she would become his wife and her father's debt would be forgiven

2) If she picked the white pebble she need not marry him and her father's debt would still be forgiven

but

3) if she refused to pick a pebble, her father would be thrown into jail

They were standing on a pebble strewn path in the farmer's field. As they talked, the moneylender bent over to pick up two pebbles. As he picked them up, the sharp-eyed girl noticed that he had picked up two black pebbles and put them into the bag.

He then asked the girl to pick a pebble from the bag.

Now, imagine that you were standing in the field. What would you have done if you were the girl? If you had to advise her, what would you have told her?

Careful analysis would produce three possibilities:

1. The girl should refuse to take a pebble.

2. The girl should show that there were two black pebbles in the bag and expose the moneylender as a cheat.

3. The girl should pick a black pebble and sacrifice herself in order to save her father from his debt and
imprisonment.

Take a moment to ponder over the story. The above story is used with the hope that it will make us appreciate the difference between lateral and logical thinking.

The girl's dilemma cannot be solved with traditional logical thinking. Think of the consequences if she chooses the above logical answers.

What would you recommend to the girl to do?

Well, here is what she did...

The girl put her hand into the moneybag and drew out a pebble. Without looking at it, she fumbled and let it fall onto the pebble-strewn path where it immediately became lost among all the other pebbles.

"Oh, how clumsy of me", she said, "but never mind, if you look into the Bag for the one that is left, you will be able to tell which pebble I picked".

Since the remaining pebble is black, it must be assumed that she had picked the white one, and since the moneylender dared not admit his dishonesty, the girl changed what seemed an impossible situation into an extremely advantageous one.

Smart Answers

2010-07-30T08:27:00.134+05:30

~ SIX ~

It was mealtime during a flight on a plane.

"Would you like dinner?" the flight attendant asked the man seated in the front row.

"What are my choices?" the man asked.

"Yes or no", she replied.

~ FIVE ~

A flight attendant was stationed at the departure gate to check tickets.

As a man approached, she extended her hand for the ticket and he opened his trench coat and flashed her.

Without blinking an eyelid she said, "Sir, I need to see your ticket not your stub".

~ FOUR ~

A lady was picking through the frozen turkeys at a supermarket but she couldn't find one big enough for her family.

She asked a passing assistant, "Do these turkeys get any bigger?"

The assistant replied, "I'm afraid not, they're dead".

~ THREE ~

The policeman got out of his car and the boy racer he stopped for speeding, rolled down his window.

"I've been waiting for you all day", the cop said.

The kid replied, "Yes, well I got here as fast as I could".

When the policeman finally stopped laughing, he sent the kid on his way without a ticket.

~ TWO ~

A truck driver was driving along on a country road. A sign came up that read 'Low Bridge Ahead.'

Before he realized it, the bridge was directly ahead and he got stuck under it. Cars are backed up for miles. Finally, a police car comes up.

The policeman got out of his car and walked to the truck's cab and said to the driver, "Got stuck, huh?"

The truck driver said, "No, I was delivering this bridge and ran out of diesel!"

~ ONE ~

A teacher at a TAFE college reminded her pupils of tomorrow's final exam.

"Now listen to me, I won't tolerate any excuses for you not being here tomorrow. I might consider a nuclear attack or a serious personal injury, illness, or a death in your immediate family, but that's it, no other excuses whatsoever!"

A smartmouth at the back of the room raised his hand and asked, "What would happen if I came in tomorrow suffering from complete and utter sexual exhaustion?"

The entire class was reduced to laughter and sniggering.

When silence was restored, the teacher smiled knowingly at the student, shook her head and sweetly said, "Well, I suppose you'd have to write the exam with your other hand".

Engineers

2010-04-12T09:58:00.043+05:30

How do you drive an engineer completely insane

Tie him to a chair, stand in front of him, and fold up a road map the wrong way.

When does a person decide to become an engineer

When he realizes he doesn't have the charisma to be an undertaker.

What do engineers use for birth control

Their personalities.

How can you tell an extroverted engineer

When he talks to you, he looks at your shoes instead of his own.

Why did the engineers cross the road

Because they looked in the file, and that's what they did last year

A mechanical engineer, an electrical engineer and a software engineer are travelling in an old Fiat 500 when all of the sudden the car backfires and comes to a halt. The mechanical engineer says Ah! It's probably a problem with the valves, or the piston!. The electrical engineer says Nonsense! It's most probably a problem with the spark plugs or the battery!. The software engineer says How about we all get out of the car, and get back in again, It might work....

The Laziest and Most Common Passwords of All Time

2010-04-11T23:57:00.025+05:30

MBA vs BTech

2010-03-22T18:56:00.031+05:30

An MBA and a BTech go on a camping trip, set up their tent, and fell asleep.

Some hours later, the BTech wakes his MBA friend.

"look up at the sky and tell me what you see".

The MBA replies, "I see millions of stars".

"What does that tell you?"

The MBA ponders for a minute.
"Astronomically speaking, it tells me that there are millions of galaxies and potentially billions of planets.

Astrologically, it tells me that Saturn is in Leo.

Time wise, it appears to be approximately a quarter past three.

Theologically, it's evident the Lord is all-powerful and we are small and insignificant.

Meteorologically, it seems we will have a beautiful day tomorrow.

What does it tell you?"

The BTech is silent for a moment, then speaks.

"Basically...Someone has stolen our tent".

Management

2010-03-22T18:28:00.042+05:30

Woman in a hot air balloon realized she was lost. She reduced altitude and spotted a man below. She descended a bit more and shouted,

"Excuse me sir, can you help me? I promised a friend I would meet him an hour ago but I don't know where I am".

The man below replied,

"You're in a hot air balloon hovering approximately 30 feet above the ground. You're between 40 and 41 degrees north latitude and between 59 and 60 degrees west longitude".

"You must be an engineer", said the lady balloonist.

"I am", replied the man. "How did you know?"

"Well", answered the balloonist, "everything you told me is technically correct, but I've no idea what to make of your information, and the fact is I'm still lost. Frankly, you've not been much help to me at all. If anything, you've delayed my trip even more".

The man below responded, "You must be in management".

"I am", replied the lady balloonist, "but, how did you know?"

"Well", said the man, "You don't know where you are, or where you're going. You have risen to where you are, due to a large quantity of hot air within. You made a promise, which you've no idea how to keep, and you expect people beneath you, to solve your problems, and you are prompt to blame others for your fate and stupid deeds".

12 Step Program of Recovery For Web Addicts

2010-03-22T10:12:00.026+05:30

1. I will have a cup of coffee in the morning and read my PAPER newspaper like I used to, before the Web.

2. I will eat breakfast with a knife and fork and not with one hand typing.

3. I will get dressed before noon.

4. I will make an attempt to clean the house, wash clothes, and plan dinner before even thinking of the Web.

5. I will sit down and write a letter to those unfortunate few friends and family that are Web-deprived.

6. I will call someone on the phone who I cannot contact via the Web.

7. I will read a book... if I still remember how.

8. I will listen to those around me about their needs and stop telling them to turn the TV down so I can hear the music on the Web.

9. I will not be tempted during TV commercials to check for email.

10. I will try and get out of the house at least once a week, if it is necessary or not.

11. I will remember that my bank is not forgiving if I forget to balance my checkbook because I was too busy on the Web.

12. Last, but not least, I will remember that I must go to bed sometime... and the Web will always be there tomorrow!

greetings

2009-09-09T09:09:00.006+05:30

Vivek Mohan Garg

2005-05-12T02:00:00.012+05:30

In general, every one enjoyed the sessions. Yes, time was indeed a constraint. The most admired thing during sessions was the very practical and hands-on approach. You never appeared bookish, and every one was very comfortable interacting with you. You never forced to be very focused. The real life approach helped in understanding things better. After all we all will now have to work on real Oracle servers and not on papers.