Indian Journal of Marketing December 2006

Volume XXXVI • Number 12 •December 2006

Why Exhibit at an Exhibition
Nothing is constant but change!Markets and their importance are no exception to this principle. Marketing and advertising today have become as important as manufacturing and production due to the increasing competition and awareness among the consumers. In the present day scenario, where the consumer is the king, it has become very important for the marketers to interact with the consumers, study their needs, explain the features of their products and convince the consumers about the benefits of their products. All this is to maintain regular customers and build an image and also have a good product positioning.
Dr.Bharati Nataraj Associate Professor Department of Commerce St.Francis College for Women Begumpet,Hyderabad	T.Anitha Prasad Lecturer in Commerce Department of Commerce St. Francis College for Women Begumpet,Hyderabad
Marketing Cost and Price Spread of Rose Flower in Karnataka - A case study
Over the years, horticulture has emerged as an important part of agriculture, offering wide range of choice to the farmers for crop diversification. Horticulture contributes about 24.5 percent of the Gross Domestic Product from about 8 percent of the area (Shikamany and Sudha, 2004). Floriculture, which is an integral part of horticulture, is growing at a much faster rate. Though the art of growing flowers is not new to India, large-scale commercial cultivation is of recent origin. In the world of marketing, Indian floriculture industry is witnessing an unprecedented growth and increasing acceptability. The floriculture industry is growing at a rate of 17 per cent per annum. Higher standards of living and a growing desire to live in an environment friendly atmosphere have led to an increasing demand for floriculture in India. The export of cut flowers has been identified as a thrust area at the national level.
Dr.Pushpa M.Savadatti Reader Department of PG Studies in Economics Karnataka University Dharwad,Karnataka	Dr.Mrunalini K.Muddi Lecturer Department of Commerce Jyoti Nivas College Bangalore
Challenges of 'Dual Distribution'
In the past, firms used to sell to a single market through a single channel. Gone are the days of one exclusive dealership per city. The ideal of this century business is a use of multiple channels, master of bricks, clicks and flips-with physical stores, online shopping and catalogues integrated into a seamless environment. This commercial paragon is bracing for a future that will include even more contact opportunities, such as interactive kiosks, personal digital assistants, wireless phones and yet-to-be-invented technologies.
Meenal Dhotre Faculty Member Smt.Hiraben Nanavati Institute of Mgmt & Research for Women(HNIMR) Cummins College Campus Karvenagar,Pune
Role of Celebrities in Two Wheeler Advertisements : A study with special reference to Karaikudi Town
In India there has been a tremendous increase in the number of celebrity endorsements, during the last few years. The celebrity endorsements industry today is estimated to be a 150 to 200 crore industry, and growing. Celebrities are the million-dollar-babies of the advertising world raking in a lot of money for themselves and the products they endorse. This research article provides some insight about the consumer interest towards the celebrities, role of celebrities in two-wheeler advertisements and how to make the celebrity advertisements more colorful.
Muruganantham G. Lecturer Sri Muthukumaran Institute of Technology Chennai	Dr.S.Kaliyamoorthy Professor & Director Alagappa Institute of Management Alagappa University Karaikudi
Performance of Sports Goods Industry in Punjab- A Comparative Analysis
Punjab occupies a position of pride in the industrial map of India. Before independence, there were a few manufacturing centers in Punjab which were famous for industries, viz., Batala for foundries, Amritsar for woolen textile, Kartarpur for furniture and Ludhiana for hosiery but due to partition of the country, new industries like handtool, surgical instruments and sports goods appeared in Punjab (Lal, 1966). Now, Punjab leads in manufacture of machine and handtools, bicycle and bicycle parts, sewing machines, woolen & hosiery items and sports goods. As far as sports goods industry is concerned, it has witnessed a phenomenal growth over the past five decades and now occupies a place of prominence in Punjab’s economy in view of its massive potential for employment and growth. The sports goods industry of Punjab is a highly labour intensive industry providing employment to a large number of women as well as weaker sections of the society. “The only industry which appears to offer some prospects to Punjab is sports goods” (Chandra Mohan, 2002).
Dr.H.S.Sidhu Chairman Punjab School Education Board Mohali	Gulshan Kumar Senior Lecturer Department of Economics DAV College Hoshiarpur,Punjab
Marketing of Non- Timber Forest Products :An economic Analysis
Marketing plays a crucial role in developed as well as developing economies in creating demand for and supply of various goods and services (Kolter, 1998). A marketing system cannot be considered efficient and effective unless it caters to the needs of different segments of the society. It is unfortunate that the marketing system in India is not well developed and as a result, a large section of the society particularly in tribal areas are deprived of the benefits that accrue from an efficient marketing system (Rao, 1988).
	Dr.Parag Dubey Faculty,Marketing Management Indian Institute of Forest Management Bhopal,Madhya Pradesh