Topics
Nature and Significance of Management
- Case Study: Tata Group – Excellence in Management
- Concept of Management
- Characteristics of Management
- Objectives of Management
- Importance of Management
- Nature of Management
- Management as an Art
- Management as a Science
- Management as a Profession
- Levels of Management
- Functions of Management
- Coordination as an Essence of Management
- Management in the Twenty-First Century
Principles and Functions of Management
Business Finance and Marketing
Principles of Management
- Case Study: Toyota's Guiding Principles of Management
- Evolution of Management Principles
- Concept of Management Principles
- Nature of Management Principles
- Significance of Management Principles
- Taylor's Scientific Management Theory
- Principles of Scientific Management
- Techniques of Scientific Management> Functional Foremanship
- Techniques of Scientific Management> Standardisation and Simplification of Work
- Techniques of Scientific Management> Differential Piece Wage System
- Fayol’s Principles of Management
- Comparison of Taylor's and Fayol’s Principles.
Business Environment
- Case Study: Dharamveer Kamboj's Entrepreneurial Journey
- Concept of Business Environment
- Importance of Business Environment
- Dimensions of Business Environment
- External Factors> Economic Environment
- External Factors> Social Environment
- External Factors> Technological Environment
- External Factors> Political Environment
- External Factors> Legal Environment
- Economic Environment in India
- The 1991 Economic Crisis and Reforms
- Liberalisation
- Privatisation
- Globalisation
- Demonetisation
Planning
Organising
- Case Study: Wipro's Organisational Restructuring for Growth
- Organising
- Steps in the Process of Organising
- Importance of Organising
- Structure of Organisation
- Types of Organisation Structure > Functional Structure
- Types of Organisation Structure > Divisional Structure
- Comparison Between Functional Structure and Divisional Structure
- Formal Organisation
- Informal Organisation
- Comparison between Formal Organisation and Informal Organisation
- Concept of Delegation of Authority
- Concept of Decentralization
- Comparison Between Delegation and Decentralization
Staffing
- Case Study: Management of Human Resources at Infosys
- Staffing
- Staffing as Part of Human Resource Management
- Evolution of Human Resource Management
- Staffing Process
- Aspects of Staffing > Recruitment
- Sources of Recruitment
- Internal Sources
- External Sources
- Aspects of Staffing > Selection
- Aspects of Staffing > Training and Development
- Methods of Training
Directing
- Case Study: Leadership Development at Ford Motor Company
- Directing
- Principles of Directing
- Elements of Directing
- Supervision
- Motivation
- Motivation> Motivation Process
- Motivation> Importance of Motivation
- Motivation > Maslow’s Need Hierarchy Theory of Motivation
- Motivation> Financial and Non-Financial Incentives
- Leadership
- Communication
- Communication> Formal Communication
- Communication> Informal Communication or Grapevine
- Barriers to Communication
- Improving Communication Effectiveness
Controlling
Financial Management
- Case Study: Tata Steel–Corus Acquisition
- Concept of Business Finance
- Concept of Financial Management
- Financial Decisions> Investment Decision
- Financial Decisions> Financing Decision
- Financial Decisions> Dividend Decision
- Concept of Financial Planning
- Importance of Financial Planning
- Capital Structure
- Factors affecting the Choice of Capital Structure
- Fixed Capital
- Working Capital
Financial Markets
- Concept of Financial Market
- Money Market
- Capital Market
- Primary Market
- Secondary Market/Stock Exchange
- Distinction Between Capital Market and Money Market
- Distinction between Primary and Secondary Market
- Functions of Stock Exchange
- Trading Procedure of Stock Exchange
- Depository Services
- Demat System
- Securities and Exchange Board of India (SEBI)
Marketing Management
- Concept of Marketing
- Concept of Marketing Management
- Marketing vs. Selling
- Marketing Management Philosophies
- Functions of Marketing
- Concept of Marketing Mix
- Marketing Mix> Product
- Classification of Products> Consumer Products
- Classification of Products> Industrial Products
- Branding
- Packaging
- Labelling
- Marketing Mix> Pricing
- Marketing Mix> Physical Distribution
- Marketing Mix> Promotion
- Promotion Mix
- Advertising
- Personal Selling
- Sales Promotion
- Public Relations
- Distinction Between Advertising and Personal Selling
Marketing
- Concept of Financial Market
- Types of Financial Market
- Money Market
- Capital Market
- Primary Market
- Secondary Market/Stock Exchange
- Securities and Exchange Board of India (SEBI)
- Distinction Between Capital Market and Money Market
- National Stock Exchange of India (NSE)
- Overview of Marketing
Consumer Protection
- Case Study: Consumer Protection in Banking Services
- Concept of Consumer Protection
- Importance of Consumer Protection
- Consumer Protection Act, 2019
- Concept of Consumer
- Consumer Rights
- Responsibilities of Consumers
- Ways and Means of Consumer Protection
- Redressal Agencies Under The Consumer Protection Act
- Role of Consumer Organisations and NGO's
- Overview of Consumer Protection
Estimated time: 14 minutes
CBSE: Class 12
Introduction
- Sales promotion means giving short-term offers or benefits to customers so that they buy a product or service immediately.
- It includes extra promotion activities other than advertising, personal selling and publicity that help to increase sales.
- Common methods are cash discounts, contests, free gifts and free samples.
- It is used along with advertising and personal selling to make promotion more effective.
CBSE: Class 12
Scope
- Sales promotion tools are used for customers, middlemen and sales persons.
- Customers get free samples, discounts and contests.
- Middlemen get cooperative advertising, dealer discounts and dealer incentives or contests.
- Sales persons get bonus, special offers and sales contests.
CBSE: Class 12
Merits
- Attracts attention of customers because of extra benefits or incentives.
- Helps in launching new products as people are willing to try them due to offers.
- Supports selling and advertising and makes overall promotion stronger.
CBSE: Class 12
Limitations
- If used too often, it may look like the firm is facing problems in selling its products.
- Continuous offers can spoil product image and make customers feel that quality or price is not proper.
CBSE: Class 12
Common Sales Promotion Activities
- Rebate – Special temporary price to clear extra stock, such as a car at ₹10,000 less for a short time.
- Discount – Price lower than list price, like “Discount Up to 50%” or “50+40% Discount” on products.
- Refunds – Returning part of the price on proof of purchase, often used by food companies.
- Product combinations – Free related product with purchase, like rice with aatta, memory card with digicam, vacuum cleaner with TV, sauce bottle with detergent.shalaa
- Quantity gift – Extra quantity free, such as “40% extra”, extra night stay in hotel at low price, or “Buy 2 Get 1 Free”.
- Instant draws and assigned gift – Scratch cards or similar schemes where the customer instantly wins items like refrigerator, car, T-shirt or computer with purchase.
- Lucky draw – Chance to win prizes like gold coin, free petrol or car based on a coupon given with purchase.
- Usable benefit – Extra useful offers like free holiday package equal to purchase amount or discount voucher on accessories.
- Full finance @ 0% – Easy instalment schemes for durables, for example 24 instalments with some paid upfront; file charges may actually be advance interest.
- Sampling – Free samples of products like detergent or toothpaste given at the time of launch to encourage trial.
- Contests – Quiz or question-based competitions where customers use skill or luck.
CBSE: Class 12
Key Points: Sales Promotion
- Sales promotion gives short-term incentives to push immediate buying.
- It works with advertising and personal selling but is different from them.
- Tools are planned separately for customers, middlemen and sales persons.
- It is useful for attracting attention and introducing new products.
- Overuse can create a feeling of crisis and harm product image.
- Rebate, discount, refunds, free gifts, extra quantity, draws, usable benefits, finance offers, sampling and contests are widely used methods.
