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A

DISSERTATION REPORT

ON

CUSTOMER SATISFICTION ON SERVICES OFFERED BY BHARTITELEVENTURES WITH RESPECT TO AIRTEL

INSTITUTTE OF MANAGEMENT &TECHNOLOGY

KASHIPUR (U.S.NAGAR)

SUBMMITED TO:- SUBMMITED BY:-

Mrs.PUSHPA SINGH ANEESH AHMADBBA 6th sem

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TABLE OF CONTENTS

Acknowledgement 4

Declaration 5

1. Abbreviations 6

2. Industry Profile 7

3. Organization Structure 11

4. Vission 14

5. Shares & Highlight 18

6. Introductiona. Objective 23

b. Limitations 24

7. Research Methodology 25

8. Review of literature 26

9. Findings and suggestions 30

10.References 31

11.Glossary 32

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DECLARATION

I, Aneesh Ahmad, here by declaring that the dissertation entitledMeasurement of customer satisfaction on Services offered by Bharti

Televentures in INDIA with respect to Airtel has been personally done by me

in partial fulfillment of the requirement for the completion of Degree of BBA

All the data represented in this dissertation is true & correct to the best of my

knowledge & belief. This work has not been submitted for any other

degree/diploma exam elsewhere.

Aneesh Ahmad

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ACKNOWLEDGEMENT

I would like express my gratitude to all those who gave me the opportunity tocomplete this project. I would like to thank my Institute. I am deeply indebted

to my institute Institute of Management & Technology giving the final shape of

the dissertation report.

Aneesh Ahmad

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ABBREVIATIONS

BTVL Bharti Tele-Ventures Limited

DSL Digital Subscriber Line

BSNL Bharat Sanchar Nigam Limited

BSE Bombay Stock Exchange, Mumbai,

USD United State Dolor

SEA-ME-WE-4 South East Asia-Middle East-Western Europe 4

CMD Chief Managing Director

Sub's Subscribers

B&T Broadband & telephone services

NSE National Stock Exchange of India Limited

IPO I Initial public offering

CEO Chief Executive Officer

SMS Short Messaging Service

GPRS Geniuq Pocket Radio System

SMB Small and Medium Business

STD Subscriber Trunk Dialing

ISD International Trunk Dialling

PCO Public call office

ASAP As Soon As Possible

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INDUSTRIAL PROFILE

BHARTI AIRTEL

Formerly known as Bharti Tele-Ventures Limited (BTVL) is among

India's largest mobile phone and Fixed Network operators. With more than

28.6 million subscriptions as of September 2006, the company is one of the

world's fastest growing telecom companies. It offers its mobile services under

the Airtel brand and is headed by Sunil Mittal, one of India's richest men with

a total worth of US$2.6 billion. The company is the only operator to provide

mobile services in all the 23 circles in India. The company also provides

telephone services and Internet access over DSL in 14 circles. The company

complements its mobile, broadband & telephone services with national and

international long distance services. The company also has a submarine cable

landing station at Chennai, which connects the submarine cable connecting

Chennai and Singapore. The company provides reliable end-to-end data and

enterprise services to the corporate customers by leveraging its nationwide

fiber optic backbone, last mile connectivity in fixed-line and mobile circles,

VSATs, ISP and international bandwidth access through the gateways and

landing station.

Although Bharti Airtel is the largest mobile service provider, BSNL, the state

run mobile and wire line service provider is the market leader as of 30 August

2006 customer's base.

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http://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/Mobile_phonehttp://en.wikipedia.org/wiki/Bharat_Sanchar_Nigam_Limitedhttp://en.wikipedia.org/wiki/2006http://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/Mobile_phonehttp://en.wikipedia.org/wiki/Bharat_Sanchar_Nigam_Limitedhttp://en.wikipedia.org/wiki/2006


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7

Type Public, Listed on BSE

Founded 1985

Headquarters

New Delhi, India

Key people Sunil Mittal

Industry Telecom

Product Mobile and Fixed-Line Telecommunication

operator

Revenue USD 3.66 billion

Slogan Express Yourself

Website http://www.Bharti.com
http://www.bharti.com/http://www.bharti.com/


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TELECOM MARKET

The unprecedented growth in the mobile market is, perhaps, the most

vivid facet of India's economic transformation since the mid 1990s.

Mobile technology and services came to India less than a decade ago. In

the early days, a mobile was seen to be a fashion statement for the rich.

Today, it is accepted as a basic communication medium for all socio-

economic segments. As the pioneer and frontrunner, Airtel has been

instrumental in leading and ushering in the mobile revolution in India.

The Indian mobile market is, today, amongst the fastest growing and the

most competitive in the world.

There were 34.6 million mobile phone subscribers in the country as of

April 2004 (Source: Cellular Operators' Association of India and

Association of Basic Telecom Operators). With approximately seven

million subscribers, Airtel commands nearly 20% share of the market -

making it the number one brand in the country. Airtel's world class

service and innovative products have enabled it to establish this position

of leadership.

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ACHIEVEMENTS

The market An Airtel's journey to leadership began in Delhi in 1995. Since

then, Airtel has established itself across India in sixteen states covering a

Population of over 600 million people. Airtel will soon cover the entire

country through a process of acquisitions and green field dissertations.

With a presence in over 1,400 towns, Airtel today has the largest network

capacity in the country.In the last nine years Airtel has achieved many firsts and unique records: it

was the first to launch nationwide roaming operations, it was the first to

cross the one million and the five million customer marks. It was also the

first to launch services overseas.

There are other 'firsts' credited to Airtel - many of them in the area of

innovative products and services. Today, Airtel innovates in almost

everything that it presents to.

Excellent example is Easy Charge - India's first paperless electronic

recharging facility for prepaid customers. As evidence of its fine record,

Airtel has also been conferred with numerous awards. It won the

prestigious Techies Award for 'being the best cellular services provider' for

four consecutive years between 1997 and 2000 - a record that is still

unmatched. And in 2003, it received the Voice & Data Award for being

'India's largest cellular service provider', amongst others.

As part of its continuing expansion, Airtel has invested over Rs. 1,065

billion in creating a new telecom infrastructure. In 2003/04, Bharti Tele-

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Ventures earned a gross profit of Rs. 16 billion on revenues of Rs. 50

billion.

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ORGANIZATION STRUCTURE

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SUCCESS STORY OF BHARTI

Bharti Enterprises has successfully focused its strategy on telecom while

straddling diverse fields of business

It all began as a Small Industry

Bharti Tele-Ventures is today acknowledged as one of India's finest

companies, and its flagship brand 'Airtel', has over 12 million customers

across India

Recently, Bharti has successfully launched an international venture with

EL Rothschild Group owned ELRO Holdings India Ltd., to export fresh

Agri- products exclusively to markets in Europe and USA

BUSINESS DIVISIONS

Mobile Services Bharti Airtel offers GSM mobile services in all the 23-

telecom circles of India and was the first private telecom service

provider to connect all states of India.

Broadband & Telephone Services Our Broadband (DSL) & telephone

services (fixed line) are present in the 92 cities across India.

Enterprise Services (Carriers) With 35,016 kilometers of optic fiber

network Bharti Airtelare a leading national long distance service

provider. For international connectivity to east, Bharti Airtelhave a

submarine cable landing station at Chennai. For international

connectivity to the west, the Company is a member of the South East

Asia-Middle East-Western Europe 4 (SEA-ME-WE-4) consortiums

along with 15 other global telecom operators.

Enterprise Services (Corporate) The group focuses on delivering

telecommunications services as an integrated offering including mobile,

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broadband & telephone, national and international long distance and

data connectivity services to India's leading 1300 corporate,

COMPANY PROFILE

The Company: Bharti Airtel Ltd.

Formally Known as Bharti Televentures Limited

The Customers: 3, 90, 12,597

GSM: 3,71,41,210

Broad Band & Telephone: 1,87,1,387

CMD: Sunil Bharti Mittal

Market Share: 26%

Connectivity: Provides best connectivity with submarine cable landing

station at Chennai

The businesses at Bharti Airtel have been structured into three individual

strategic business units (Sub's) - mobile services, broadband & telephoneservices (B&T) & enterprise services. The mobile services group provides

GSM mobile services across India in 23 telecom circles, while the B&T

business group provides broadband & telephone services in 94 cities. The

Enterprise services group has two sub-units - carriers (long distance services)

and services to corporate. All these services are provided under the Airtel

brand.

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VISION

By 2010 Airtel will be the most admired brand in India:.

Loved by more customers.

Targeted by top talent

Benchmarked by more business.

INNOVATIONS

Bharti Airtel are changing the way India communicates by offering

innovations that not only add value to people's lives but also deliver anunmatched customer experience.

Bharti Airtel were the first to.

Provide electronic recharge for mobile phones

Initiate music retailing in the world with Easy Music and the first to offer a

Lifetime Prepaid service.

Provide innovations such as Bollywood movie premiers, music services such as

ring back tones & many more.

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SHARES:-

The equity shares of Bharti Airtel are currently listed on National Stock

Exchange of India Limited (NSE) and The Stock Exchange, Mumbai, (BSE).

Bharti Airtel offered 185,336,700 equity shares in the initial public offering(IPO) and raised Rs 8,340.15 million through this process. The shares were

over subscribed 2.56 times.

With this IPO, Bharti Airtel established certain important landmarks in the

history of the Indian capital market. Together with being the first 100% book

building process that this country has seen, the listing was completed within a

record time of ten working days. of the close of the issue. Moreover the process

of allotment and issue of shares was also completed within one day of the last

day of pay-in.

The book running lead managers for the IPO were JM Morgan Stanley and

DSP Merrill Lynch and the registrars to the issue was Karvy Consultants

Limited.

Sunil Bharti Mittal, owner of Airtel,

Mumbai circle Airtel CEO.Our Bureau. MUMBAI: The Bharti Group has

announced the appointment of Mr. Jayant Khosla as Chief Executive Officer.

Bharti has a 26.15-per cent market share

Last quarter, market leader Airtel (22 per cent market share, over 15 millionmobile subscribers.

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GREAT BENEFITS FROM AIRTEL

Wireless Phones

Airtel Mega is a wireless phone that is extremely convenient and easy to

install and does not require any wiring or change in the aesthetics of your

home or office. This phone is immune to cuts in the cable, rains, bad

weather etc. You can carry the set along with you when you move from one

room to another or when you shift your home/office

Instant Connection

It ensures that your immediate accessibility needs are met with Instant

connection

Mobile Phone's Features

With Airtel Mega you can enjoy the features of a mobile phone- SMS, In-

built caller line identification, voice mail, phone book, ring tones etc.

Great Add-on Services

Airtel Mega offers a host of value added services like Hello Tunes, GPRS,

call conference, call wait, call divert, SMS and more!

Limited Mobility

You can use your Airtel Mega anywhere within your circle limits and still

receive and make calls, at no extra cost.

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BHARTI AIRTEL LTD.

17

Bharti Airtel

Ltd.

Telecom

services

Bharti Cellular

Ltd.Bharti Infotel Ltd

National &

International

Long distance

services

Airtel

Broadband &

Telephone

Services

Broadband Data

Services

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PREPAID ZONE

Some of the many advantages that you enjoy with Airtel Pre-Paid...

Total Cost Control

Enjoy the liberty of total cost control with your Airtel Pre-paid! Re-charge as

much as you feel the need to! Now that's what Bharti Airtelcall complete

freedom!

No Rentals

Buy an Airtel prepaid card without having to pay any rentals!

No deposits

Your Airtel prepaid card comes without you having to pay hefty deposits!

STD/ISD facility till the last rupeeNow experience complete freedom like never before with Airtel! Our STD/ISD

facility allows you to make long distance calls in India and Overseas from your

cellular phone!

Instant Balance Inquiry

Check your talk-time instantly by calling our toll-free number!

60 second pulse

Airtel provides you with a 60-second pulse rate! Freedom for you to experience

like never before!

Instant Recharge

Avail of instant recharge on your Airtel prepaid card with just a few simple

steps!

24-hour recharge facility

With our round-the-clock recharge facility, recharge you Airtel prepaid card

anytime, anywhere!

Caller Line Identification

Call Line Identification gives you the power to know the phone number of the

calling party even before you answer the call, thus giving you the choice to

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either reject or take the call. It provides the added advantage of saving the

incoming number directly in the Handset Phone Book. So that the next time

you want to call the same person, you don't need to retype his number, simply

use your phone book.

Call Divert: -Call Hold and Call Wait Avail of special services like call waiting, call hold and

call divert all with your Airtel prepaid card!

Short Messaging Service (SMS)

With Airtels Short Messaging Service (SMS), send messages and jokes to your

friends and colleagues, anytime anywhere!

SMS based Information Services

With Airtel's SMS based information services, you can get upto-the-minute

cricket scores, order flowers as well as send couriers or check your daily

horoscope!

Voice Mail service

Voice Mail lets you receive messages even when your handset is switched off or

when you are outside the coverage area. You can listen to your messages

whenever you feel like, from anywhere in the world. Voice Mail can store up to

15 messages of 1 minute duration.

POSTPAID ZONE

Experience complete freedom

Airtel welcomes you to a vibrant world of unlimited opportunities. More

exciting, innovative yet simple new ways to communicate, just when you want

to, not just through words but ideas, emotions and feelings. To give you the

unlimited freedom to

reach out to your special people in your special way.

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As an Airtel Post-paid customer you can enjoy the following facilities

Easy Billing

Now enjoy the luxury of viewing details of your last 3 billing cycles and the

convenience of paying your Airtel bill online! Experience complete freedom

with Airtel!

Call Divert:-

Call Hold and Call Wait

Avail of special services like call waiting, call hold and call divert all with

your Airtel postpaid connection!

Short Messaging Service (SMS)

With Airtel's Short Messaging Service (SMS), send unlimited messages and

jokes to your friends and colleagues, anytime anywhere!

Caller Identification

Call Identification gives you the power to know the phone number of the

calling party even before you answer the call, thus giving you the choice to

either reject or take the call. It provides the added advantage of saving the

incoming number directly in the Handset Phone Book. So that the next time

you want to call the same person, you don't need to retype his number, simply

use your phone book.

Voice Mail

Voice Mail lets you receive messages even when your handset is switched off or

when you are outside the coverage area. You can listen to your messages

whenever you feel like, from anywhere in the world. Voice Mail can store up to

15 messages, with each message of one- minute duration.

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STD/ISD Facility

Now experience complete freedom like never before with Airtel! Our STD/ISDfacility allows you to make long distance calls in India and Overseas from your

cellular phone!

Roaming (National and International)

Airtel's Roaming service allows you to use your mobile phone to make or

receive calls from almost anywhere in India and abroad! Enjoy roaming within

the country as well as across international destinations!

Note:

The company Bharti Airtel Ltd does not pay any interest on security deposit.

OBJECTIVES OF THE STUDY

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Title of the Dissertation is the Measurement of customer satisfaction on

Services offered by Bharti Televentures with respect to Tata Indicom it is a

very broad aspect init self. Acquiring of the customer is what every Business

prime motive is, it is the only thing on which any Company can make its

existence in the market. The existence of the company is detrained by the total

market share the company is holding as compared to its competitors, which in

turn is the total number of the customer the Company is having. Fruitful

customers are the way of profitability for the Business in future. Telecom

sector is a field in which a direct interaction with the people is a part of the

daily work schedule. Hence a proper systematic and impressive way of

handling the customer is required in this field. Any person who is working in

this field need to identify the requirement of the customer, he/she should be

able to read the mind of the person sitting in front should be able to judge

whether the person in front can be our customer or not. Hence a good unique

way of convincing them, making them see things our way and being good

enough in reading the needs and wants of the customer, is what which isrequired in this dissertation.

As my dissertation is basically acquiring the home potential customer and

selling the product to them so the main idea behind these is that customer can

utilize his money more efficiently and properly without any wastage, So their

needs should be provoked and this way they can be converted into customers

for the Pri- Paid plans.

LIMITATIONS

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Limitations and the problems in most of the people are not aware about the

need and importance of the better services which the companies are

offering. And the limitation of my dissertation is that the companies are not

ready to provide data for the dissertation because of their privacy policies.

The product may not suit the requirement of the prospect

Strong competition with other telecom companies

Buying power of the customer

As there are many players present in the market so Bharti Airtelhave to

face may questions from the customers.

Corporate are too busy to lend us their precious time.

Time is being big constraint.

Geographical limitation as INDIA is big place so it difficult to visit all

those places.

Financial limitation.

Companys Distribution channel is not responding properly.

RESEARCH METHODOLOGY

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REVIEW OF LITERATURE

CUSTOMER SATISFICTION

It's a well known fact that no business can exist without customers. In

the business of Website design, it's important to work closely with your

customers to make sure the site or system you create for them is as close to

their requirements as you can manage. Because it's critical that you form a

close working relationship with your client, customer service is of vital

importance. What follows are a selection of tips that will make your clients feel

valued, wanted and loved.

Customer Satisfaction in 7 Steps:-

1. Encourage Face-to-Face Dealings

This is the most daunting and downright scary part of interacting with

a customer. It's important to meet your customers face to face at least

once or even twice during the course of a dissertation.

My experience has shown that a client finds it easier to relate to and

work with someone they've actually met in person, rather than a voice

on the phone or someone typing into an email or messenger program.

When you do meet them, be calm, confident and above all, take time to

ask them what they need. I believe that if a potential client spends over

half the meeting doing the talking, you're well on your way to a sale.

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2. Respond to Messages Promptly & Keep Your Clients Informed

This goes without saying really. Bharti Airtelall know how annoying it

is to wait days for a response to an email or phone call. It might not

always be practical to deal with all customers' queries within the space

of a few hours, but at least email or call them back and let them know

you've received their message and you'll contact them about it as soon

as possible. Even if you're not able to solve a problem right away, let

the customer know you're working on it.

3. Be Friendly and Approachable

You can hear a smile through the phone. This is very true. It's very

important to be friendly, courteous and to make your clients feel like

you're their friend and you're there to help them out. There will be

times when you want to beat your clients over the head repeatedly with

a blunt object - it happens to all of us. It's vital that you keep a clear

head, respond to your clients' wishes as best you can, and at all times

remain polite and courteous.

4. Have a Clearly-Defined Customer Service Policy

This may not be too important when you're just starting out, but a

clearly defined customer service policy is going to save you a lot of time

and effort in the long run. If a customer has a problem, what should

they do? If the first option doesn't work, then what? Should they

contact different people for billing and technical enquiries? If they're

not satisfied with any aspect of your customer service, who should they

tell?

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There's nothing more annoying for a client than being passed from

person to person, or not knowing who to turn to. Making sure they

know exactly what to do at each stage of their enquiry should be of

utmost importance. So make sure your customer service policy is

present on your site -- and anywhere else it may be useful.

5. Attention to Detail (also known as 'The Little Niceties')

Have you ever received a Happy Birthday email or card from a

company you were a client of? Have you ever had a personalised sign-

up confirmation email for a service that you could tell was typed from

scratch? These little niceties can be time consuming and aren't always

cost effective, but remember to do them.

Even if it's as small as sending a Happy Holidays email to all your

customers, it's something. It shows you care; it shows there are real

people on the other end of that screen or telephone; and most

importantly, it makes the customer feel welcomed, wanted and valued.

6. Anticipate Your Client's Needs & Go Out Of Your Way to

Help Them Out :-

Sometimes this is easier said than done! However, achieving this

supreme level of understanding with your clients will do wonders for

your working relationship.

7. Honour Your Promises

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It's possible this is the most important point in this article. The simple

message: when you promise something, deliver. The most common

example here is dissertation delivery dates.

Clients don't like to be disappointed. Sometimes, something may not

get done, or you might miss a deadline through no fault of your own.

Dissertations can be late, technology can fail and sub-contractors don't

always deliver on time. In this case a quick apology and assurance it'll

be ready ASAP wouldn't go amiss.

SUGGESTIONS

1. Newspaper Articles:

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There should be articles related with the Telecom Sector in the daily news

papers because almost every educated person comes across it every day. It

can help in India easing the awareness level of the Telecom Sector among

the people.

2. Broadcast Media:

Radio: There should be various programs regarding the Telecom Sector

either in the evening or in the morning because it can serve as a powerful

tool to make awareness. The daily analysis of the Telecom Sector must be

broadcasted during these programs. The information may constitute of

the daily prices of various Telecom, information regarding those Telecom

which are generating maximum cheaper etc.

Television: It is also one of the most powerful tools to spread the messages

since almost all the houses in the world own television.

The awareness programs regarding the Telecom Sector can be broad

castled on various channels. Even this media can help to create awareness

very fast as compared to any other media.

3. Some awareness campaign should be launched to make the people

aware of the Telecom Sector instruments.

REFERENCES

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BOOKS:

Kotler, Philip. (1999):Marketing Management Prentice Hall Of India

Pvt. Ltd., Kothari, C.R (2001):Research Methodology, Vishwa

Publication.

WEBSITES:

www.Airtel.com

www.Google.com

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GLOSSARY

A

Advertising Paid non-personnel communication with a target

market, advertising media include television, radio,news paper, magazines, and direct mail.

AIDA Model an acronym for awareness, interest, desire and action,

which represent the psychological steps a customer,

goes through on the way toward making a purchase.

Allocating breaking accumulated supplies into smaller units that

are easier fir later intermediaries and customers to

handle.

Area sample a type of cluster sample in which geographic units are

used to define the cluster of the population.

B

Brand A name, term, phrase, design, symbol or any

combination of these chosen by an individual or

organization to distinguish a product competing

products.

Brand extension Assigning an existing brand name to a new product in

the same product line.

Brand loyalty the level of commitment that customer feel toward a

given brand, as represented by their continuing

purchase of that brand.

Brand name the portion of a brand that can be expressed verbally,

including letters, words, or members.

Buying power the consumers ability to purchase product.

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C

Competition The rivalry among sellers trying to iIndiaease sales, or

market share while addressing the same set.

Competitive advertisingAdvertising that rises to promote specific productfeatures as better than those offered by the

competition.

D

Database A computerized system that stores and retrieves a

variety of data.

Differentiated marketing A marketing approach that aims specialized

products or product lines at target markets, usingdifferent marketing mixes for each segment.

Distribution The process of moving products from the producer to

the consumer, which may involve several steps ad the

participation of multiple companies

Distribution center A private warehouse specialty designed to provide the

fast transfer of goods from suppliers to retailers or

final customers

Distributor A general term usually applied in organizational

markets to intermediaries that perform the equivalent

function of both wholesalers and retailers.

E

Environmental Analysis The interpretation o data generated in environmental

scanning

F

Feedback Communication from the audience back to the sources

Franchise A business entity licensed to use the trademarks,

operations and other attributes of a business.

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Frequency marketing programs that reward customers for repeat purchase

of specific goods and services.

H

Hypothesis The marketers untested assumption about theprobable solution to the marketing problem.

I

Independent retailers Retailers that are not part of large retail organization,

but are owned by one person, two or more partners or

a family.

Intensive Distribution A channel strategy that seeks to make products

available in as many appropriate places as possible.

Internal marketing marketing to employees with the ultimate goal of

improving customer satisfaction.

L

Logo A Unique symbol that represents a specific firm or a brand name written

in a distinctive type style.

M

Market the customer and potential customer who want or need

a product and who are willing and able to exchange

something for it

Market segmentation A way of dividing a large market into smaller

groupings of consumers of organizational in which

each subset has a common characteristic.

Market shares An organizations portion of the total sales in a given

market, expressed as a percentage.

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Marketing the process o developing and exchanging ideas, goods

and services that satisfy customers, using the

principles o pricing, promotion ,and distribution.

Marketing channel A system designed to move gods and services from

producers to customers, which consist of people andorganization supported by various facilities,

equipment, and information resources.

Marketing Database A computerizes system to store and retrieve data as

needed by marketers.

Marketing mix the four key elements of marketing strategy; product,

promotion, distribution, and price.

P

Population The universe of people, place, or things to be

investigated in a specific research study.

Primary data Data that is gathered directly from the subjects or

through on-site research for specific marketing

research program.

Product A good, services or idea for which customers will

exchange money or something else of value; a product

is bundle of features and benefits designed t meet

needs of target customer.

Promotion A verity f techniques, including advertising, sales,

promotion, public relation, and personal willing, that

are used to communicate with the program

Psychological influences Characteristics within the individual thatinfluence consumer behavior.

Pull strategy A promotional strategy that primarily builds demand

with the final customer to request the product from

the marketing channel; the opposite of push strategy

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Push strategy A promotional strategy that relies primarily on

pushing products through each stage of the marketing

channel from producer to wholesaler to retailer to

customer; push strategy can also be pushed in direct

channels, with sales people presenting products to

customer.

R

Retailers Intermediaries that sell to final customer; they

purchase goods from wholesaler or in some cases,

directly from producers.

S

Sample A portion of population that represents the whole in a

research study.

Sampling error A measure of the discrepancy between the result of

surveying a sample and the expected results of

conducting a census of the entire population.

Simple random sample A probability sample in which all the members of the

population have an equal probability of being pickedfor survey.

Source The person r organization that originates and encode a

message.

Survey A method of gathering data directly from consumers

via a questionnaire.

T

Target Market The market youve selected is the focus of yourmarketing program; it covers the potential costumers

you think are most likely to need or want your

product.

W

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Wheel of retailing A theory that divides the cyclical patterns in retail

evolution into three stages: innovation, trading up and

vulnerability.

Wholesalers Intermediaries that perform a variety of marketing

channel functions to move goods and services through

the channel to retailers and organizational customers.

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