Welcome to Discussion Forum

Administrator — Thu, 06 Jul 2006 07:25:06 +0000

Some of you might be interested to discuss some of the issues pertaining to Marketing that we could not deal in the classes because of the shortage of time. This discussion board is being created to resolve to such problems.

You should feel free to discuss various aspects here and I would like to fulfill your querries with all in my capacity.

Just click at the Comment link

at the end of the section and write your Name and enter your querries by clicking Say it:

E.g.

Abebe Tilahun: I want to know about the difference between Generics and Brands?

I will responde in this way:

Rakesh Belwal (To: Abebe Tilahun): Generics are those brands that become over exposed in such a way that people identify those as the commodity in themselves. For example, xerox for photocopy, Scotch Tape for tape. What will happen if somebody identifies milk (vatat) in Ethiopia by ‘mama’ and says give me mama and all the generations replace ‘mama’ for Milk…….then ‘mama’ will become generic brand and will loose its own identity.

Even some of you may post the answer to your colleague’s querry by putting your name instead of mine and within brackets that persons name.

Wednesday May 24, 2006 - 04:41am (PST)

CommentsPost a comment

My question is:

"In the developed world customers are really kings and businesses are taking care of the needs of their customers and in fact they attempt to delight them (Generally).When we come to the case in Ethiopia, service delivery is in its worst state. In some cases
customers are treated as if they are beggars. Is there some thing that some one can do to change the prevailing situation or it is evolutionary and we have to wait Centuries until our business people come to understand that quality customer service is the key
for successful business this days. In simple terms, isthe development of customer service evolutionary or revolutionary?"

–Muluken Lemma

Friday May 26, 2006 - 12:28am (PST) Remove comment

Author: anonymous

Rakesh Belwal (To: Muluken)
I feel that service marketing concept is new to the developing countries like Ethiopia where organizations are still unable to understand the need to give similar treatment to marketing of services like products. Developed countries, on the contrary, are on the higher ends where organizations derive newer and newer ways to delight their customers by blending products and services appropriately. To my belief, while the service orientation is revolutionary in the developed countries, it’s more or less evolutionary in the developing ones. However, with the onslaught of globalization we can rest assured that the organizations in the developing countries learn faster the importance of services and they also become revolutionary in local context after learning the basics.

–Rakesh Belwal

Friday May 26, 2006 - 12:34am (PST) Remove comment

Author: anonymous

it is both…it should be revolutionery for a country to keep itself with the globalization pace and is also evolutionery because as Rakesh also mentioned we have a lot to learn..we need time to learn from others.Dear muluken what worries me more as far our case is concerned is not customer service problem…Do we really belive in marketing? Is marketing concept acceptable in all cases our activities? which unveristyies in ethiopia offer Dgrees majoring marketing? It seems we give liitle attention to marketing in general.
–abebe

Friday May 26, 2006 - 06:20am (PST) Remove comment

Author: anonymous

Muluken(To: Abebe)
First of all I appreciate your comments. I think I have to say some thing so that our discussion will be more focused.

The reason behind the advancement in customer orientation in the 1st world is the force of competition. I think the various concepts in marketing have come mainly because of the increasing competitive forces in the market and not because they have a lot of Universities teaching marketing. I don’t think one would care about advertising, branding packaging cutomer satisfaction etc. if there was no treat of competition. In this case, the development of cutomer needs oriented marketing should come only after a reasonable level of treat from others is felt.This would be evolutionary. Hence it seems that we can do nothing about it to help the poor quality of customer service improve in Ethiopia.

What do others say???

–Muluken

Friday May 26, 2006 - 08:02am (PST) Remove comment

Author: anonymous

Abebe(To muluken)
Dear muluken lot of thanks for the compliment and your deep view on the issue i raised.
It is true developed countries give due attention for customer service due to the competition pressure. However we can not deny that local markets are facing challenges as the global competition is coming home crossing the boundary. It is not waiting for us until local competition is improving.We can not withstand its influence unless we orient ourselves to marketing concepts.Conceptualizing marketing orientation should not be postponed till competition gets stiff.We need marketing concepts for every thing every where:at home ,schools,offices and even churches……we ,i think,need to learn more about marketing to focus on value addition.
You know, in our country we spend more time on things that add little value to development.
I am looking forward to hearing from you again.
Where is Rakesh, i want to hear from him too.

–abebe

Saturday May 27, 2006 - 09:18am (PST) Remove comment

Author: anonymous

DearAll, I have already commented to Muluken’s question….its all coming in the same way what I already have commented….Till now my comment really represents the abstract of what you are discussing. Will keep on adding when new thoughts come. Great to observe that you are participating enthusiastically. I am waiting for few more to join.

Monday May 29, 2006 - 12:06am (PST) Remove comment

Author: Rakesh Belwal

Dear Rakesh,
I have one question for discussion: Do you think Marketing Mix( the 4ps)are equally important for consumer marketing and business to business marketing?
–abebe

Wednesday May 31, 2006 - 11:39am (PST) Remove comment

Author: anonymous

Dear Dr. Rakish I have read the comment on Generic brand to Abebe Tilahun and I have few questions regarding generics brands / brand dilution.. I hear legal sue between detergent distributors before 2/3 years (at the time Vim Cleaning detergent distribute in Ethiopia). the sole owner of the brand (I forget the name of the company) distribute the toilet detergent by naming it as Vim while others also distribute the same products by adding prefix on it.finally Vim become generic name for the toilet detergent.. And the original distributor sues other distributors .
In what way the generic brand created and can we say becoming generic brand is the same as brand dilution? So how can business organizations prevent their brand from generic brand (brand dilution)?

–Habtamu Tezera

Thursday June 1, 2006 - 02:38am (PST) Remove comment

Author: anonymous

Rakesh (to Abebe): I feel that Marketing Mixes are equally important in both the types of Marketing. However, their importance varies in both. While in case of consumer markting organizations give more importantce to Advertising in Promotion and inderect channels in place, in business marketing they provide more importance to Personal Selling in Promotion and much direct channels in Place. Moreover, the nature of products/ services in both the marketing demands different strategies and so as pricing……I hope, with these basics you can search more in this regard. Consumer marketing and business marketing demands altogether different marketing mix strategies for most of the products. However, for some these are more or less same.
–Rakesh Belwal

Thursday June 1, 2006 - 02:47am (PST) Remove comment

Author: anonymous

Rakesh (To : Habtamu Tezera) I have already made a significant attempt to define brand and the generics. However, for more detail you can have a look at the following link. http://www.thehindubusinessline.com/businessline/catalyst/2001/11/08/stories/1908o053.htm

Coming to the next part, brand dilution and becoming generics are not the same. Brand dilution is the weakening of a brand though its overuse. This frequently happens as a result of ill-judged brand extension. Price cutting that increases volumes but moves a brand down-market similarly damaging the brand in the long term. (See http://moneyterms.co.uk/brand-dilution) Here, the brand may become weak because of several reasons, but it still exists and its ownership is well recognized. While, once a brand becomes generic, consumers do forget the owner and they treat that as a product category that can be owned by anyone providing such solution. If a brand of car faces dilution it does not mean that it has become generic (See: http://www.articlealley.com/article_36030_31.html ) Brands have their own value over commodities…..and generic marketing for commodities is losing ground. (See http://www.mycattle.com/article_print.cfm?storyid=3269)

–Dr. Rakesh Belwal

Thursday June 1, 2006 - 03:15am (PST) Remove comment

Author: anonymous

Dear Dr. Rakesh,

I am always getting surprised and confused of the cost incurred by advertisement made through different media by monopolistic government owned companies of Ethiopia like ELPA and Telecommunication Corporation to promote their products. In my opinion the supply of the products they are offering is less than the demand in the market. Moreover, they are monopolistic and nobody is there to compete with them and share their sales in the market. So, do you think that they should expend such amount of money through advertisement and other promotional means? If so, what do you think for them is the reason behind to do such a promotion if they can sale all their products even without any promotion? (One thing should be clear that I am not saying about the informative advertisement to inform something about their products. But just image building and persuasive advertisements of such companies)
Tamirat Erasha (MBA student year one semester two)

–Tamirat Erasha

Thursday June 1, 2006 - 06:51am (PST) Remove comment

Author: anonymous

Is there any significant difference between warranty and guaranty? And, what is the difference between brand and trademark?

Thursday June 1, 2006 - 07:16am (PST) Remove comment

Author: anonymous

Mulatu mebratu (to Muluken)
to have satisfied customers, the developement in customers service must be evolutionary.this is because of the fact that our today’s marketing world is globalized, privetized and liberalized.so our competitors are not the local companies only, the products delivered and services rendered are not only from govrnmental companies,and every customer can have the right to buy or to be served by the supplier he rationally choose. As we already know, the service delivery quality of most developed countries is better as compared to the under developed ones . At the same time companies from developed countries do have their branch in those developig countries of the world, so if we say the developement in coustomer service is evolutionary, it is equivalent to say " the today,s market of developing countries is left for marketers from that of developed countries till the local marketers reach where those efficient companies reach" ,which is unthinkable.

Thursday June 1, 2006 - 07:20am (PST) Remove comment

Author: anonymous

Rakesh Belwal (To: Tamirat Erasha)

Dear Tamirat , I don’t know anything about ELPA and its products. However I got your point where you raise the concern -should monopoly organization advertise heavily? What I feel is that "upto certain extent only" to make people aware about product, price and availability related information. What is more important for those organizations (where demand is more than supply) is to focus more on the channels of distribution and to exercise de-marketing where they ensure that their product reaches to all the claimant groups in the society without any discrimination. They need to focus on social costing keeping in view the disposable income of people. Here, their role becomes more like those of Public Distribution Services and they need to ration their deliveries. However, their corporate mission should be towards extension of production capacity and opening up the area to the private or other players. When a level playing field is developed between pvt. and pub. Sector, then such advertising in terms of promotion can be justified. Otherwise, I agree with what you feel.

–Dr. Rakesh Belwal

Friday June 2, 2006 - 02:43am (PST) Remove comment

Author: anonymous

Zelalelm B(To: Muluken)
i believe that we all agree on the fact that custmers must be treated well at any rate. with this in mind i just come to the question: is the development of customer service evolutionary or revolutionary? in order to answer this question, feel it must be revolutionary. if we are in line with the idea that the developement of customer service is revolutionary , we are saying that it is something procedural -step by step developement. But in this respect we can not resist the effect or force of globalization. Thus, there must be dramatic change as to the way marketers treat their customers. there must be certain revolution in the mind of business owners as to how to clearly idetify the needs and wants of customers just win the market.

Friday June 2, 2006 - 09:57am (PST) Remove comment

Author: anonymous

Dr. Rakesh Belwal (To: Anonymous…You should write your name while seeking discussions)

Please find here how various websites define Guaranty and warranty.

A guarantee is usually free It’s a promise to sort out any defects with a product or service within a fixed period of time. It’s a legally binding contract, even if you didn’t pay for it. It must explain how to go about making a claim in a way that is easy to understand. It should add to, not take away from, your rights under consumer law. It works whether or not you have a warranty.

A warranty is like an insurance policy that you must pay a premium for. Sometimes it’s called an ‘extended guarantee. It might cover a longer period than a guarantee, and it might cover a wider range of problems. A warranty is a legal contract, so you can take the company to court if they don’t honor it. The terms of the contract should be clear and fair. Having a warranty doesn’t diminish your rights under consumer law.
A warranty can run alongside a guarantee. (See http://www.bbc.co.uk/wales/x-ray/x_guides/warranties/8-3.shtml)

How do guarantees and warranties work? (See http://www.clsdirect.org.uk/legalhelp/leaflet13.jsp?section=4&lang=en) Many products come with a free guarantee or warranty from the maker. This may promise, for example, a free repair or replacement if the product goes wrong within a year. There’s no legal difference between a guarantee and a warranty. If the goods are still ‘under guarantee’ when you have a problem, using the guarantee may be the easiest and quickest way to sort it out. If something you buy is faulty, your rights under the Sale of Goods Act are against the retailer. Any benefits given by a guarantee are on top of these rights. The retailer cannot replace them or take them away. This is why you will often see the phrase ‘this does not affect your statutory rights’ with a guarantee or on a receipt, for example. And you will still have your Sale of Goods rights even after the guarantee has run out (see ‘What the law says a retailer must do about faulty goods’).To be able to use a manufacturer’s guarantee, you may have to meet certain conditions. For example, with a car you may have to have it serviced at certain mileages. If you don’t meet a condition, the guarantee may be invalid and the manufacturer may not fix the car for free if it goes wrong. But again, this does not affect your Sale of Goods Act rights.

How do extended warranties work? (See http://www.clsdirect.org.uk/legalhelp/leaflet13.jsp?section=4&lang=en)
On top of the maker’s guarantee, you may also be able to buy extra years of cover (an ‘extended warranty’) from the manufacturer or from the retailer. An extended warranty is often more like a breakdown insurance policy. It includes a contract that should explain exactly what sort of problems or faults will and will not be covered. Check the terms carefully to see what is covered. For example, problems caused by ‘wear and tear’ are not normally covered. From April 2005, domestic appliance retailers that sell extended warranties must give you written information when you are buying a product in the shop, in their catalogue or on their website. This explains your rights and options when considering an extended warranty, including, for example, the fact that you do not have to take out an extended warranty at the same time as you buy the product.

So, We can say that guarantee is basic to the product/ services whereas warranty is a form of extended guaranty that is an explicit and a detailed promise of seller which can be legally challenged in case of breach.

–Dr. Rakesh Belwal

Saturday June 3, 2006 - 01:05am (PST) Remove comment

Author: anonymous

Rakesh Belwal (To : Anonymous) Regarding Brands and Trademarks

Looking at the definitions of Branding Terms (see : http://www.lcsc.edu/MK301/outlin12.htm) we can find that a brand is a name, term, symbol, design, or other feature that identifies one seller’s good or service as distinct from those of other sellers. A brand name is that part of a brand that can be spoken, including letters, words, and numbers; a brand name is often a product’s only distinguishing characteristic. A brand mark is an element of a brand that cannot be spoken, often a symbol or design. A trademark is a legal designation indicating that the owner has exclusive use of the brand or part of that brand and that others are prohibited by law from using it. A trade name is the legal name of an organization rather than the name of a specific product.
Further, A trademark includes any word, name, symbol, or device, or any combination, used, or intended to be used, in commerce to identify and distinguish the goods of one manufacturer or seller from goods manufactured or sold by others, and to indicate the source of the goods. In short, a trademark is a brand name. (see http://www.uspto.gov/web/offices/tac/tmfaq.htm)
We can fairly say that brand is a holistic concept that includes trademark too. However, trademark is that part of the brand that can be used for acquiring such legal designation. Trademark can take various forms like brand:
A trademark is a word, phrase, symbol, design — or even a sound, smell or color — or some combination of these, that helps consumers identify the source of a product and distinguishes it from other sources or products. A service mark, on the other hand, identifies and distinguishes the source of a service rather than a physical product.
In addition to what they identify, marks can also develop a "secondary meaning," indicating a level of quality the product or service has. Some well-known marks have acquired so much recognition and associated quality that they have become extremely valuable to the companies that own them. For example, McDonald’s® trademark.
Beyond these two marks are trade dress, which refers to the overall look and feel of a product, and trade name, a word, name, term, symbol or combination that identifies a company itself rather than its products.

You can establish rights to a trademark simply by using the mark. You can use "TM" for trademarks and "SM" for service marks any time you want to claim rights to a mark. You may use the "circle-R" registered trademark designation, however, only after you have registered your mark with the United States Patent and Trademark Office. (You can also use the words, "Registered, U.S. Patent and Trademark Office"). Registration lasts for 20 years and can be renewed at 20-year intervals for as long as the mark is in use. (Ref.: http://www.perryballard.com/tips/september05_web.htm)

–Dr. Rakesh Belwal

Saturday June 3, 2006 - 03:13am (PST) Remove comment

Author: anonymous

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