Professional Documents
Culture Documents
ROLL NO.
DURATION: 3 HRS.
MM- 100
SUBJECT CODE- PGDM 101
Management has been described as a social process involving responsibility for economical and effective planning &
regulation of operation of an enterprise in the fulfillment of given purposes. It is a dynamic process consisting of
various elements and activities. These activities are different from operative functions like marketing, finance,
purchase etc. Rather these activities are common to each and every manger irrespective of his level or status.
Different experts have classified functions of management. According to George & Jerry, There are four fundamental
functions of management i.e. planning, organizing, actuating and controlling. According to Henry Fayol, To manage
is to forecast and plan, to organize, to command, & to control. Whereas Luther Gullick has given a keyword
POSDCORB where P stands for Planning, O for Organizing, S for Staffing, D for Directing, Co for Co-ordination, R
for reporting & B for Budgeting. But the most widely accepted are functions of management given by KOONTZ and
ODONNEL i.e. Planning, Organizing, Staffing, Directing andControlling.
For theoretical purposes, it may be convenient to separate the function of management but practically these functions
are overlapping in nature i.e. they are highly inseparable. Each function blends into the other & each affects the
performance of others.
QUEST-1:- What is management structure and its function? Explain with diagram?
Environmental Scanning- Environmental scanning refers to a process of collecting, scrutinizing and providing
information for strategic purposes. It helps in analyzing the internal and external factors influencing an
organization. After executing the environmental analysis process, management should evaluate it on a
continuous basis and strive to improve it.
2.
Strategy Formulation- Strategy formulation is the process of deciding best course of action for accomplishing
organizational objectives and hence achieving organizational purpose. After conducting environment scanning,
managers formulate corporate, business and functional strategies.
3.
Strategy Implementation- Strategy implementation implies making the strategy work as intended or putting
the organizations chosen strategy into action. Strategy implementation includes designing the organizations
structure, distributing resources, developing decision making process, and managing human resources.
4.
Strategy Evaluation- Strategy evaluation is the final step of strategy management process. The key strategy
evaluation activities are: appraising internal and external factors that are the root of present strategies, measuring
performance, and taking remedial / corrective actions. Evaluation makes sure that the organizational strategy as
well as its implementation meets the organizational objectives.
These components are steps that are carried, in chronological order, when creating a new strategic management
plan. Present businesses that have already created a strategic management plan will revert to these steps as per the
situations requirement, so as to make essential changes.
Management Process
managerial skills
The above picture or diagram shows the managerial skills which are required by managers working at
different levels of management. The top-level managers require more conceptual skills and less
technical skills. The lower-level managers require more technical skills and fewer conceptual skills.
Human relations skills are required equally by all three levels of management.
1. Conceptual Skills
Conceptual skill is the ability to visualise (see) the organisation as a whole. It includes Analytical, Creative
and Initiative skills. It helps the manager to identify the causes of the problems and not the symptoms. It
helps him to solve the problems for the benefit of the entire organisation. It helps the manager to fix
goals for the whole organisation and to plan for every situation. According to Prof. Robert Katz,
conceptual skills are mostly required by the top-level management because they spend more time in
planning, organising and problem solving.
Human relations skills are also called Interpersonal skills. It is an ability to work with people. It helps the
managers to understand, communicate and work with others. It also helps the managers to lead,
motivate and develop team spirit. Human relations skills are required by all managers at all levels of
management. This is so, since all managers have to interact and work with people.
3. Technical Skills
A technical skill is the ability to perform the given job. Technical skills help the managers to use different
machines and tools. It also helps them to use various procedures and techniques. The low-level
managers require more technical skills. This is because they are incharge of the actual operations.
Apart from Prof. Robert Katz's three managerial skills, a manager also needs (requires) following
additional managerial skills.
4. Communication Skills
Communication skills are required equally at all three levels of management. A manager must be able to
communicate the plans and policies to the workers. Similarly, he must listen and solve the problems of
the workers. He must encourage a free-flow of communication in the organisation.
5. Administrative Skills
Administrative skills are required at the top-level management. The top-level managers should know
how to make plans and policies. They should also know how to get the work done. They should be able
to co-ordinate different activities of the organisation. They should also be able to control the full
organisation.
6. Leadership Skills
Leadership skill is the ability to influence human behaviour. A manager requires leadership skills to
motivate the workers. These skills help the Manager to get the work done through the workers.
Problem solving skills are also called as Design skills. A manager should know how to identify a problem.
He should also possess an ability to find a best solution for solving any specific problem. This requires
intelligence, experience and up-to-date knowledge of the latest developments.
Decision-making skills are required at all levels of management. However, it is required more at the toplevel of management. A manager must be able to take quick and correct decisions. He must also be able
to implement his decision wisely. The success or failure of a manager depends upon the correctness of
his decisions.
QUEST-3:- What are the skills of manager, explain with diagram?
Flowchart Considerations
Dont worry too much about drawing the flowchart the right way. The right way is the way that helps
those involved understand the process.
Identify and involve in the flowcharting process all key people involved with the process. This includes
those who do the work in the process: suppliers, customers and supervisors. Involve them in the actual
flowcharting sessions by interviewing them before the sessions and/or by showing them the developing
flowchart between work sessions and obtaining their feedback.
Do not assign a technical expert to draw the flowchart. People who actually perform the process
should do it.
Computer software is available for drawing flowcharts. Software is useful for drawing a neat final
diagram, but the method given here works better for the messy initial stages of creating the flowchart.
Flowchart Examples
Detailed Flowchart
Staff - relationship between a managerial assistant and other areas. The assistant will be able to offer
advice to a line manager. However, they have no authority over the line manager actions.
Functional - relationships between specialist positions and other areas. The specialist will normally
have authority to insist that a line manager implements any of their instructions.
In many large companies the organization chart can be large and incredibly complicated and is
therefore sometimes dissected into smaller charts for each individual department within the
organization.
There are three different types of organization chart:
Hierarchical
Matrix
Flat
Management by objectives is a dynamic system which seeks to integrate the company's need to clarify
and achieve its profit and growth goals with the manager's need to contribute and develop himself. It is
a demanding and rewarding style of managing a business.
Explanation
Since the best managers have always practised management by objectives, the cynic's view that it is
merely old wine in new bottles is perhaps valid. However, it is timely and useful to restate basic
principles and to demonstrate that there is a practical approach which will help all managers to improve
their performance. Companies are meeting increased pressures of competition and rising costs and
managements task is becoming more complex with accelerating changes in markets, technology, and
social environment. Yet, many companies are content to follow tradition based on past success. The
explosive growth in knowledge had led to more specialisation, with the result that fewer general
managers and entrepreneurial types are being produced. Moreover, the time span and range of
objectives set by companies is often dangerously restricted. Management by objectives must create a
climate of opinion in which these and other problems are recognised as well as providing the framework
of techniques for solving them.
ROLL NO.
DURATION: 3 HRS.
MM- 100
SUBJECT CODE- PGDM 104
Who is a Consumer ?
Any individual who purchases goods and services from the market for his/her end-use is called a consumer.
In simpler words a consumer is one who consumes goods and services available in the market.
Example - Tom might purchase a tricycle for his son or Mike might buy a shirt for himself. In the above examples,
both Tom and Mike are consumers.
What is consumer Interest ?
Every customer shows inclination towards particular products and services. Consumer interest is nothing but
willingness of consumers to purchase products and services as per their taste, need and of course pocket.
Let us go through the following example:
Both Maria and Sandra went to the nearby shopping mall to buy dresses for themselves. The store manager showed
them the best dresses available with him. Maria immediately purchased two dresses but Sandra returned home
empty handed. The dresses were little too expensive for Sandra and she preferred simple and subtle designs as
compared to designer wears available at the store.
In the above example Sandra and Maria had similar requirements but there was a huge difference in their taste, mind
set and ability to spend.
What is Consumer Behaviour ?
Consumer Behaviour is a branch which deals with the various stages a consumer goes through before
purchasing products or services for his end use.
Why do you think an individual buys a product ?
Need
Social Status
Gifting Purpose
Why do you think an individual does not buy a product ?
No requirement
Income/Budget/Financial constraints
Taste
When do you think consumers purchase products ?
Festive season
Birthday
Anniversary
Marriage or other special occasions
There are infact several factors which influence buying decision of a consumer ranging from psychological, social,
economic and so on.
The study of consumer behaviour explains as to:
This model is important for anyone making marketing decisions. It forces the marketer to consider the whole buying
process rather than just the purchase decision (when it may be too late for a business to influence the choice!)
The model implies that customers pass through all stages in every purchase. However, in more routine purchases,
customers often skip or reverse some of the stages.
For example, a student buying a favourite hamburger would recognise the need (hunger) and go right to the purchase
decision, skipping information search and evaluation. However, the model is very useful when it comes to
understanding any purchase that requires some thought and deliberation.
The buying process starts with need recognition. At this stage, the buyer recognises a problem or need (e.g. I am
hungry, we need a new sofa, I have a headache) or responds to a marketing stimulus (e.g. you pass Starbucks and
are attracted by the aroma of coffee and chocolate muffins).
An aroused customer then needs to decide how much information (if any) is required. If the need is strong and there
is a product or service that meets the need close to hand, then a purchase decision is likely to be made there and
then. If not, then the process of information search begins.
QUEST-2:- What are the steps involved in buying process explain with diagram?
The Consumer Research Process
The consumer research process starts with a product idea and data collection.
Companies conduct marketing research with consumers to better understand their needs and determine customer
satisfaction levels. Consumer research is particularly crucial when a company decides to market a new product. The
company must determine the potential success of the product by asking consumers for their opinions. After
conducting focus groups and surveys, marketing managers must analyze the consumer data and make
recommendations based on the survey results.
Product Idea Development
The consumer research process usually starts with an idea to create or market a particular product. A small company
may hold a meeting between marketing, advertising, engineering and finance managers to develop a product
concept. Subsequently, a company may develop a prototype of the product and manufacture some units for
demonstration. The product may be demonstrated at trade shows or used as a model during the selling process.
Some companies may just write out a description of the product in lieu of a prototype, waiting to confirm the product's
potential success before producing it.
Secondary Research
Small businesses must collect information about the competition, consumers they serve and market share
information before introducing their product. Market share is the percent of sales that a company possesses in the
market with a particular product. If the market is too saturated, a business owner may be better off serving another
market with his product. However, the company may also decide to serve consumers in which the competition does
not target. For example, a small clothing retailer may decide to market to women over 35 instead of trying to target
the skinny-jeans-wearing 18- to 34-year-old demographic. Companies such as the NPD Group and Forrester
Research supply secondary information for all types of companies.
Focus Groups
Many small companies will first test their product concept or idea through focus groups, which is where managers
observe the consumers' reactions to products behind one-way mirrors. A professional moderator usually runs a focus
group, asking questions in a way that alleviates bias. Consumers may provide information about a product that may
better help company managers tweak the product. For example, a small restaurant may need to determine which
chicken meal and side dishes consumers like best out of two or three choices.
Surveys
A company can further research a product with consumers through surveys. Phone surveys are a common way for
companies to talk to consumers about the product features and price. A company can often determine the price
range at which customers are willing to pay for the product. Additionally, a marketing research manager can also ask
consumers how likely they would be to purchase the product in a store. A strong, positive reaction to a purchaseintent question is a good barometer for determining the product's potential success. Surveys are usually conducted
with a larger sample size or audience than focus groups, which makes the information more predictable across the
general population.
Analysis and Product Introduction
Data is usually coded and submitted to marketing research managers in data tables, especially when outside
marketing research agencies conduct the research. The research manager or owner must then analyze the data and
extract key findings from the research. For example, 80 percent of the survey respondents may say that they would
use a small company's cleaning product daily, based on the description. This would further support that company's
decision to market the product. The company or business owner would then decide how to best introduce the product
to the market, either through direct selling or advertising.
Service products require more concentrated and customized service and experience. As they affect each customer in
different manner and individually. Consumers level of involvement influences their buying behavior decisions which
can be classified into three categories: Repetitive/routine buying, limited and extensive decision. Level of
satisfactions/learning is also important to decide the nature of buying behaviour in future. Consumers keep their
learning experiences as a catalogue and categories them as positive or negative which they use for future reference.
QUEST-4:- Explain any of learning theory with example of consumer decision making process?
Factors Affecting Consumer Behavior
1. Cultural Factors
Consumer behavior is deeply influenced by cultural factors such as: buyer culture, subculture, and social
class.
Culture
Subculture
Social Class
2. Social Factors
Social factors also impact the buying behavior of consumers. The important social factors are: reference
groups, family, role and status.
Reference Groups
Family
Roles and Status
3. Personal Factors
Personal factors can also affect the consumer behavior. Some of the important personal factors that
influence the buying behavior are: lifestyle, economic situation, occupation, age, personality and self
concept.
Age
Occupation
Economic Situation
Lifestyle
Personality
4. Psychological Factors
There are four important psychological factors affecting the consumer buying behavior. These are:
perception, motivation, learning, beliefs and attitudes.
Motivation
Perception
Beliefs and Attitudes
QUEST-5:- Explain with example determining factors of consumer behavior?
QUEST-6:- Define opinion leadership and process of consumer adoption?
ROLL NO.
DURATION: 3 HRS.
MM- 100
SUBJECT CODE- PGDM 102
After lengthy and tortuous negotiations under the Uruguay round, agreements have been reached on
several important areas. These include:
1. Reduction in the farm subsidies;
2. Enhanced market access;
3. Limits on public stock holdings of grains for food security;
4. Sparing use of sanitary and phyto sanitary import barriers; and
5. Introduction of intellectual property rights.
The steps which are necessary not only for the short-term relief but also for equipping the developing
countries, including ours, to take long-term advantage of a liberal international trade regime in
agricultural commodities should, in my view, include the following:
1 Macro economic reforms which discourage high tariffs and overvalued exchange rates are beneficial
to agricultural trades and need to be continued.
2 Adjustment of agriculture to a more liberal and global economy should be attempted carefully. A firm
beginning could be made by domestic economic reforms, especially by encouraging liberalization,
deregulation and debureaucratization within the country.
3 Implicit taxation of agriculture through price discrimination should be avoided. International prices
could be used referral for this purpose, although no sanctity need to be attached to the border prices.
4 Nothing should be done to impair food security and poverty alleviation efforts in the process of
economic Adjustment .
Also, diversification of agricultural production into agro-foods, horticulture and floriculture products and
farm products with international quality standards could help to increase exports from this sector.
i) Green Box Support: It is given on items which have minimal impact on trade, e.g., pest and disease
Control, market intelligence, it is an exempted support.
ii) Blue box support: It is product-limiting subsidy and pertains mainly to the developed countries. It is
exempted from reduction commitment under WTO.
iii) Special and differential treatment box support: It includes investment subsidy to agricultural sector
for farm development work like land leveling, shallow wells etc
QUEST-1:- Write down implications of WTO on Indian agriculture?
LPG and the Economic Reform Policy of India
Bringing in the Security Regulations (Modified) and the SEBI Act of 1992 which rendered the
legitimate power to the Securities Exchange Board of India to record and control all the
mediators in the capital market.
Doing away with the Controller of Capital matters in 1992 that determined the rates and
number of stocks that companies were supposed to issue in the market.
Launching of the National Stock Exchange in 1994 in the form of a computerised share buying
and selling system which acted as a tool to influence the restructuring of the other stock
exchanges in the country. By the year 1996, the National Stock Exchange surfaced as the biggest
stock exchange in India.
In 1992, the equity markets of the country were made available for investment through
overseas corporate investors. The companies were allowed to raise funds from overseas
markets through issuance of GDRs or Global Depository Receipts.
Promoting FDI (Foreign Direct Investment) by means of raising the highest cap on the
contribution of international capital in business ventures or partnerships to 51 per cent from 40
per cent. In high priority industries, 100 per cent international equity was allowed.
Cutting down duties from a mean level of 85 per cent to 25 per cent, and withdrawing
quantitative regulations. The rupee or the official Indian currency was turned into an
exchangeable currency on trading account.
Reorganisation of the methods for sanction of FDI in 35 sectors. The boundaries for
international investment and involvement were demarcated.
Highlights of the LPG Policy Given below are the salient highlights of the Liberalisation, Privatisation and
Globalisation Policy in India:
Foreign Technology Agreements
Foreign Investment
MRTP Act, 1969 (Amended)
Industrial Licensing Deregulation
Beginning of privatisation
Opportunities for overseas trade Steps to regulate inflation Tax reforms
Abolition of License -Permit Raj .
QUEST-2:- Define liberalization, privatization, and globalization?