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Ask the Expert - Answers to few of your questions
What is the ‘value chain'?
A value chain is the whole series of activities that create and build value at every step.
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What is uplinking?
Uplinking refers to the transmission of a signal via a satellite from one terrestrial location to another location and then ultimately the signal can be distributed to the end users.
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What is TRP and how is it computed?
Indirect measuring techniques based on the statistical sampling theory, called Television Audience Measurement (TAM).
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What is the top of the mind recall?
The image, sound, name, brand or attribute that comes to mind immediately when asked about products or brands in a category enjoys the highest ‘ top of the mind recall' with the consumer.
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What is the ‘SWOT' analysis?
SWOT stands for ‘Strengths, Weaknesses, Opportunities and Threats'. This is a method of analysis of the environment and the company's standing in it.
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What is segmentation?
Segmentation means to divide the marketplace into parts, or segments, which are definable, accessible, actionable, and profitable and have a growth potential.
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What is sales promotion?
Sales promotions are the set of marketing activities undertaken to boost sales of the product or service.
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What is a right?
The rights to any production like a movie or music represent the right to use that content for exhibiting it in a particular format in a particular region and for a period of time.
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What are ‘promotions' in the marketing mix?
Promotions refer to the entire set of activities, which communicate the product, brand or service to the user.
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What is a product?
A product is the item offered for sale. A product can be a service or an item. It can be physical orin virtual or cyber form.
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What is a pricing strategy?
Price is the value that is put to a product or service and is the result of a complex set of calculations, research and understanding and risk taking ability.
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Pricing options
Apart from the four basic pricing strategies, premium, skimming, economy or value and penetration, there can be several other variations on these.
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What is positioning?
Positioning defines where your product (item or service) stands in relation to others offering similar products and services in the marketplace as well as the mind of the consumer.
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What is a product life cycle (PLC)?
PLC is the cycle through which every product goes through from introduction to withdrawal or eventual demise.
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What is ‘place' in the marketing mix?
Place in the marketing mix refers to the channel, or the route, through which goods move from the source to the final user. Place could be the retailers.
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What is piracy?
Piracy refers to the unauthorised duplication of content that is then sold at substantially lower prices in the ‘grey' market.
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What is penetration in marketing terms?
Penetration defines how many users are there for a product. It is one of the measures of a company or industry's success in getting consumers to use their products.
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What is a multiplex?
Multiplex is the term used to denote an entertainment centre where there are more than one screen for public exhibition of movies.
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What is a mark-up?
Mark up refers to the value that a player adds to the cost price of a product. The value added is called the mark-up.
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What is market share?
Out of total purchases of a customer of a product or service, what linear: a unit may have high value and low numbers, which means that value market share may be high, but volumes share may be low.
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What is a market?
A market is defined as the sum total of all the buyers and sellers in the area or region under consideration.
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What is a marketing mix?
The marketing mix refers to the set of actions, or tactics, that a company uses to promote its brand or product in the market.
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What are loss leaders?
Loss leaders are high volume, high profile brands or products that are sold by retailers with the intention to attract customers into their premises, with the hope that those customers will end up buying other goods as well, once inside.
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What is IP television ?
INTERNET Protocol Television (IPTV) is digital television delivered on your television (and not PC) through high speed internet (broadband) connection.
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What is film insurance?
Yes, films too can be insured. Film insurance, refers to insuring the film against unforeseen incidents like illness of an actor or occurrence of natural calamities leading to delays in the film schedule.
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What are ‘generic marketing strategies'?
Michael Porter developed three generic strategies that a company could use to gain competitive advantage, back in 1980. These three are: cost leadership, differentiation and focus.
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What is the 5-forces model?
The five forces model of analysis was developed by Michael Porter to analyze the competitive environment in which a product or company works.
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What is an endorsement in advertising?
Endorsements are a form of advertising that uses famous personalities or celebrities who command a high degree of recognition, trust, respect or awareness amongst the people.
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What is DTH service?
DTH is the short form for direct-to-home television services. It means that the satellite television signals are directly `delivered' to the viewer as opposed to the current cable-delivered signals.
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What is distribution?
Distribution means to spread the product throughout the marketplace such that a large number of people can buy it.
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What is ambush marketing and how is it used?
it broadly refers to a situation in which a company or product seeks to ride on the publicity value of a major event without having contributed to the financing of the event through sponsorship.
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What is direct to home (DTH) TV?
The DTH technology enables a broadcasting company to directly beam the ignal to your TV set through a receiver that is installed in the house.
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What is a conditional access system?
A conditional access system gives the consumer choice over the pay channels that are beamed into his home.
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What is a film completion guarantee?
A completion guarantee is a bond provided by the guarantor that a film will be finished within the agreed time schedule.
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What is the Cable TV Amendment Bill?
Through Cable TV Networks (Regulation) Amendment Bill, 2002, the government has decided to usher in a conditional access system (CAS) for distribution of satellite channels.
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What is a brand?
A Brand is a name given to a product and/or service such that it takes on an identity by itself.
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What is Advertising?
Advertising is a means of communication with the users of a product or service. Advertisements are messages paid for by those who send them and are intended to inform or influence people who receive them, as defined by the Advertising association of UK.
What is the ‘value chain'?
