sunilsummerproject-12617393220416-phpapp01

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PROJECT REPORT ON

DIRECT and DATABASE MARKETING

For

CAMPUS YIELD

IN PARTIAL FULFILLMENT OF THE REQUREMENT FOR

MASTERS IN MANAGEMENT STUDIES (MMS) YEAR: 2!

SUBMITTED BY

SUNIL SINGH

ORIENTAL INSTITUTE OF MANAGEMENT

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ACKNOWLEDGEMENT

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CAMPUS YIELD)

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INDE/

Sr.No. TOPICS Page No.

1. Acknowledgement 2

2. Synopsis 4

3. Company proile !

Introduction !"#

Campus Yield Services $"%

Motto 1&

USP 1&

Interesting facts 1&

4. Need or St'dy 11

!. O()ecti*es o st'dy 12

#. +irect ,arketing

History 13

Definitions 14"1!

Benefits & Drawac! 1#"1$

Direct Mar!eting Process Diagram & "#planation 1-"21

"#planation of diagram wit$ reference to my %o ole 22"2%

'elep$onic conversation 23"2%

$. Cannels 3&'ypes of C$annels 3&"33

C$annels t$at I used in my %o 34

-. +ata(ase ,arketing 3!"3$

"#planation of dataase mar!eting wit$ respect to my %o ole 3-

%. /imitations o te marketing campaign 3%

1&. 0ecommendations and Concl'sion 4&

11. i(liograpy 41

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SYNOPSIS

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COMPANY PROFILE

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d./$5" a/*$".n "#$ 0/a5".5$ %+ a., %/d$/ '$,,.n (d./$5" a/*$".n

1.a a.,) $''$n".a,,- 6$an .n "#$ U7S7 &0%n .n1$n".%n %+ "#$ "-0$3/."$/

.n J7

T#$ +./'" %d$/n a.,8%/d$/ 5a"a,% 3a' 0/%d&5$d 6- Aa/%n

M%n"%$/- @a/d .n J27T#$ D./$5" Ma., Ad1$/".'.n A''%5.a".%n

0/$d$5$''%/ %+ "#$ 0/$'$n"8da- D./$5" Ma/*$".n A''%5.a".%n 3a' +./'"

$'"a6,.'#$d .n J!J7T#./d 5,a'' 6&,* a., 0%'"a$ /a"$' 3$/$

$'"a6,.'#$d .n J!27

D./$5" a/*$".n' #.'"%/- .n E&/%0$ 5an 6$ "/a5$d "% "#$ J"#

5$n"&/-7 U0%n G&"$n6$/' .n1$n".%n %+ %1a6,$ "-0$ "#$ +./'" "/ad$

5a"a,%' +/% 0/.n"$/80&6,.'#$/' a00$a/$d '%$".$ a/%&nd J7

SOME DEFINITIONS OF DIRECT MARKETING

D./$5" a/*$".n .' a '&68d.'5.0,.n$ and "-0$ %+ a/*$".n7 T#$/$

a/$ "3% a.n d$+.n.".%na, 5#a/a5"$/.'".5' 3#.5# d.'".n&.'# ." +/%

%"#$/ "-0$' %+ a/*$".n7

J) I" a""$0"' "% '$nd ."' $''a$' d./$5",- "% 5%n'&$/' 3."#%&" "#$

&'$ %+ .n"$/1$n.n $d.a7 T#.' .n1%,1$' 5%$/5.a, 5%&n.5a".%n

(d./$5" a., $8a., and "$,$a/*$".n) 3."# 5%n'&$/' %/ 6&'.n$''$'

&'&a,,- &n'%,.5."$d7

16


16/46

2) I" .' +%5&'$d %n d/.1.n a '0$5.+.5 5a,,8"%8a5".%n7 T#.' a'0$5" %+

d./$5" a/*$".n .n1%,1$' an $0#a'.' %n "/a5* a6,$ $a'&/a6,$

0%'.".1$ (6&" n%" n$a".1$) /$'0%n'$' +/% 5%n'&$/' (*n%3n '.0,-

a' /$'0%n'$ .n "#$ .nd&'"/-) /$a/d,$'' %+ $d.&7

I+ "#$ ad1$/".'$$n" a'*' "#$ 0/%'0$5" "% "a*$ a '0$5.+.5 a5".%n

+%/ .n'"an5$ 5a,, a +/$$ 0#%n$ n&6$/ %/ 1.'." a 3$6'."$ "#$n "#$ $++%/"

.' 5%n'.d$/$d "% 6$ d./$5" /$'0%n'$ ad1$/".'.n7

D./$5" a/*$".n .' a a/*$".n 0/%5$'' 3#$/$ 5%0an.$'

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$d.a "% %6"a.n an .$d.a"$ and $a'&/a6,$ /$'0%n'$ %/

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%+"$n %n a %n$8"%8%n$ .n"$/a5".1$ 6a'.' "% 6&.,d and 5&,".1a"$ ,%n

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3#$/$ "#$- &nd$/'"and 5&'"%$/' d$%/a0#.5' a""."&d$'

0/$+$/$n5$' and 0&/5#a'.n 6$#a1.%/'7 @."# "#.' *n%3,$d$ "#$-

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D./$5" a/*$".n .' a,'% /$+$//$d "% a' inter8ti5e &retin%or +t7"e &retin% 6$5a&'$ ." .' $>0$5"$d "% 6$ "3%83a-5%&n.5a".%n 3."# "#$ 5&'"%$/ %/ 0/%'0$5" and ." .' da"a6a'$d/.1$n 3#$/$ "#$ da"a6a'$ 5%n"a.n' 5&'"%$/ d$%/a0#.5'a""."&d$' 0/$+$/$n5$' and 0&/5#a'.n #.'"%/-9 6$#a1.%/7

B$-%nd 6/and and .a$ 6&.,d.n d./$5" a/*$"$/' &'&a,,- '$$*a d./$5" .$d.a"$ and $a'&/a6,$ 5&'"%$/ /$'0%n'$7 @."# d.."a,ad1$/".'.n $d.&' and $85%$/5$ 3$6'."$' ." .' 0%''.6,$ "%$++$5".1$,- "/a5* and $a'&/$ 5&'"%$/ /$'0%n'$' .+ "#$ 5&'"%$/,%%*$d a" "#$ %++$/ /$'0%nd$d "% "#$ %++$/ 6- '$$*.n %/$

1:


17/46

.n+%/a".%n 1.'."$d "#$ a/*$"$/;' $85%$/5$ 3$6'."$ %/ 0,a5$d an%/d$/ $"57

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Bene$it" n+ +r78" o$ Dire8t Mretin%

Bene$it"@

1;


18/46

D./$5" a/*$".n 5an 6/.n an- 6$n$+."' "% 6%"# 6&-$/ and'$,,$/' 3#$"#$/ ." .' $0,%-$d a' a 5%0,$"$ a' a 5%0,$"$ 6&'.n$''%d$, (,.*$ .n "#$ 5a'$ %+ D$,, 5%0&"$/') %/ a' a '&00,$$n" "% a6/%ad$/ .n"$/a"$d a/*$".n .> (,.*$ .n "#$ 5a'$ %+ H$3,$""8Pa5*a/d%+ S%n-)

For 7#3er"@

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B&-$/' +/% "#$ 5%+%/" %+ "#$./ #%$' %/ %++.5$ 5an 6/%3'$ a.,

5a"a,%' %/ 5%0an- 3$6'."$' a" an- ".$ %+ "#$ da- %/ n.#"7

D./$5" a/*$".n .1$' 6&-$/' /$ad- a55$'' "% a 3$a,"# %+

0/%d&5" and .n+%/a".%n a" #%$ and a/%&nd "#$ ,%6$7

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For "e!!er"@

D./$5" a/*$".n .' a 0%3$/+&, "%%, +%/ 6&.,d.n 5&'"%$/ /$,a".%n'#.0'7U'.n 5&'"%$/ da"a6a'$' and .n'.#" .n"% 5&'"%$/ da"a a/*$"$/'5an "a/$" 'a,, /%&0' %/ .nd.1.d&a, 5%n'&$/' "a.,%/ %++$/' +%/

.nd.1.d&a, n$$d' and 0/%%"$ "#$'$ %++$/' "#/% 0$/'%na,.$d5%&n.5a".%n'7

D./$5" a/*$".n 5an a,'% 6$ ".$d "% /$a5# 0/%'0$5"' a" 4&'" "#$ /.#"%$n"'7 T#$ .n"$/n$" .' a /$a" "%%, +%/ d./$5" a/*$".n a' ."0/%1.d$' .n"$/a5".1."- %n$8"%8%n$ 5%&n.5a".%n a55$'' "% ,%6a,a/*$"' and $a'&/a6.,."-7

I" .' a ,%3 5%'" $++.5.$n" a,"$/na".1$ +%/ /$a5#.n "% 5&'"%$/' "#/%."' ,%3$/ 5%'"' %+ $d.a and /$a5#.n "% 5&'"%$/' %1$/ .n"$/n$"$a., and 3$6 '."$'7

I" .' a""/a5".1$ "% an- a/*$"$/' 6$5a&'$ .n an- 5a'$' ."' 0%'.".1$$++$5" (6&" n%" n$a".1$ /$'&,"') 5an 6$ $a'&/$d d./$5",-7

1


19/46

For e&4!e .+ a a/*$"$/ '$nd' %&" %n$ .,,.%n '%,.5."a".%n' 6- a.,and "$n "#%&'and 5&'"%$/' 5an 6$ "/a5*$d a' #a1.n /$'0%nd$d "%"#$ 0/%%".%n "#$ a/*$"$/ 5an 'a- 3."# '%$ 5%n+.d$n5$ "#a" "#$5a0a.n ,$d d./$5",- "% "#$ /$'0%n'$'7 T#$ n&6$/ %+ /$5.0.$n"' 3#%a/$ %++$nd$d 6- "#$ 4&n* a.,'0a #%3$1$/ .' n%" $a'.,- $a'&/$d7

B- 5%n"/a'" $a'&/$$n" %+ %"#$/ $d.a &'" %+"$n 6$ .nd./$5" '.n5$"#$/$ .' n% d./$5" /$'0%n'$ +/% a 5%n'&$/7 M$a'&/$$n" %+ /$'&,"'a +&nda$n"a, $,$$n" .n '&55$''+&, d./$5" a/*$".n .' $>0,%/$d .n/$a"$/ d$"a., $,'$3#$/$ .n "#.' a/".5,$7 Y$" '.n5$ "#$ '"a/" %+ "#$In"$/n$"8a$ "#$ 5#a,,$n$' %+ C#.$+ Ma/*$".n O++.5$/'(CMO') a/$"/a5*.n d./$5" a/*$".n /$'0%n'$' and $a'&/.n /$'&,"'7

Dr78"@

@#.,$ an- a/*$"$/' ,.*$ "#.' +%/ %+ a/*$".n '%$ d./$5"a/*$".n $++%/"' &'.n 0a/".5&,a/ $d.a #a1$ 6$$n 5/.".5.$d +%/$n$/a".n &n3an"$d '%,.5."a".%n'7 F%/ $>a0,$ d./$5" a., "#a" .'.//$,$1an" "% "#$ /$5.0.$n" .' 5%n'.d$/$d 4&n* a., and &n3an"$d $a.,$''a$' a/$ 5%n'.d$/$d '0a7 S%$ 5%n'&$/' a/$ d$and.n an$nd "% d./$5" a/*$".n +%/ 0/.1a5- and $n1./%n$n"a, /$a'%n' 3#.5#d./$5" a/*$"$/' a/$ a6,$ "% 0/%1.d$ 6- &'.n %0" %&" ,.'"' 1a/.a6,$0/.n".n and %/$ "a/$"$d a.,.n ,.'"'7

1>


20/46

DIRECT MARKETING PROCESS DIAGRAM

T#$ +%,,%3.n d.a/a '#%3' a "-0.5a, d./$5" a/*$".n 0/%5$'':

-?

Set &retin% o7e8ti5e"

I+enti$3 tr%et &ret("'

Co&ni8te te o$$er

Te"t re"4on"e

Me"#re "#88e"" n+

Co&ni8te te o$$er


21/46

E4!ntion $or te +i%r&@

1' SET MARKETING OBJECTI2ES

In %/d$/ "% #a1$ '&55$''+&, 0$/.''.%n a/*$".n 5a0a.n -%& &'"'$" 0/$d$"$/.n$d 6$n5#a/*'7 In %'" 5a'$' /$'0%n'$ /a"$' 3.,, 6$-%&/ 6$n5#a/*7 T/ad.".%na, d./$5" a., a/*$"$/' /$5%n.$ a/$'0%n'$ /a"$ %+ 2 a' 5%n'.d$/$d /$a"7 T#$ ad1an"a$ +%/0$/.''.%n a/*$"$/' .' "#a" %0"8.n $a., /$'0%n'$' a/$ $n$/a,,-&5# #.#$/7 Ind&'"/- a1$/a$' .n5%/0%/a"$' /$'&,"' +/% 6$"3$$n 8 /$'0%n'$ /a"$'7 In $n$/a, .' 5%n'.d$/$d %%d and $1$n 2 .'n%" a d.'a'"$/7

-' IDENTIFY TARGET MARKETS

P$/.''.%n a/*$"$/' n$$d "% +.nd a '%,.d ,.'" %+ %0"8.n na$' "#a" a/$3.,,.n and /$ad- "% 6&-7 N$$d "% +&/"#$/ .d$n".+- -%&/ "a/$" a&d.$n5$"#/% "$'".n an- ,.'"' and 5a"$%/.$' a' n$$d$d7

Merge customer lead sourceso (e ased generation of leads)opt*in+opt*out mar!eting

o Contacts from trade s$ows, e#pos, seminars

o In $ouse list of contacts e-g-, contact list in CM dataase

Create mar!et segmentation

o Create target group of contacts for eac$ mar!eting campaign

o .ilter out t$e leads $owever you li!e, ased on geograp$ical,

demograp$ical, e$avioral and attitudinal data-

o Identify accurate need and want of eac$ mar!et segment ased on selling

and cross selling opportunities-

o

Set measurale goals for segment

-1


22/46

.' MARKETING CAMPAIGN DESIGN

S"/$a,.n$ 5a0a.n d$'.n 3."# &,".85#ann$, .n"$/a".%n and &,".8

'"$0 %n$8%n8%n$ d.a,%&$ 5a0a6.,.".$'7

Content development and management

Define campaign audience, message, c$annel and timing

Campaign testing

eusale and /uic!ly ad0ustale

0' COMMUNICATE THE OFFER

E++$5".1$ 0$/.''.%n a/*$"$/' #a1$ "% .d$n".+- an $++$5".1$ %++$/'"/a"$- "% $$" "#$ "a/$" n$$d'7 In "#$ .n.".a, "/an'.''.%n -%&

'#%&,d 5/$a"$ a '"/%n 5a,, "% a5".%n7 F%,,%3.n -%&/ .n.".a, 5%n"a5" -%&

&'" n&/"&/$ "#$ /$,a".%n'#.0 and .n"$/a5" 3."# "#$ 0/%'0$5" 1.a

%n%.n $a.,7 On$ %a, .#" 6$ "% 6&.,d 5%&n."- a/%&nd -%&/

'."$7 "#.' a- 6$ d%n$ "#/% a +/$$ n$3',$""$/7 "#$ n$3',$""$/ .1$'

-%& a 1$#.5,$ "% d$1$,%0 an %n%.n d.a,%&$ /$.n+%/5$ -%&/ 0/%d&5"

%/ '$/1.5$' 1a,&$ and d$1$,%0 an $1$n '"/%n$/ 6/and7

Create a multi*stage direct mail campaign1different direct mail pieces on

different dates2

3ssociate multiple stages to t$e campaign for e#ample, a stage I mig$t e

an initial post card offer and stage 4 a follow up letter depending on t$e

response

Product creative for association wit$ eac$ DM stage

Personali5ation of t$e creative

esponse trac!ing and data capture

--


23/46

6' TEST RESPONSE

On$ %+ "#$ &n.&$ ad1an"a$' %+ 0$/.''.%n a/*$".n .' "#$ a6.,."- "%

"$'" &nd$/ /$a, a/*$" 0,a5$ 5%nd.".%n -%&/ 5a/.%&' %++$/'7 P$/.''.%n

a/*$"$/' 5an "$'" 0/%d&5" +$a"&/$ 5%0- 0/.5$ 1a/.%&' $a., ,.'"

5a"$%/.$' and -%&/ a&d.$n5$ .' 5/.".5a,7

"#ecute or sc$edule t$e reviewed campaign

6enerate merged DM pieces and laels

7otify employees responsile to perform mailing

eceive confirmation of p$ysical e#ecution of t$e mailing

Update customer information

'rac!ed responses from t$e first stage $elp profiling and segmenting t$e

contacts for t$e ne#t campaign stage

Personali5ed campaign messages depending on t$e contact8s response areassociated to t$e campaign stages

'$e stages can e e#ecuted+sc$eduled as and w$en re/uired

:' MEASURE SUCCESS AND E2ALUATE

B- 5a,5&,a".n "#$ 5a0a.n;' 0,ann$d 5%'"' -%& 5an 5a,5&,a"$ "#$

n$$d$d 6/$a*8$1$n /$'0%n'$ /a"$7 B- 5a/$+&,,- ana,-.n 0a'"

5a0a.n' 0$/.''.%n a/*$"$/' 5an '"$ad.,- /a"$7 B- 5a/$+&,,-

ana,-.n 0a'" 5a0a.n' 0$/.''.%n a/*$"$/' 5an '"$ad.,- .0/%1$

"#$./ 0$/+%/an5$7

T#$ &,".a"$ 1a,&$ %+ a 5,.$n" .' n%" /$1$a,$d 4&'" 6- "#$ 5,.$n";'0&/5#a'.n d&/.n a 0a/".5&,a/ %0"8.n $a.,.n7 I" .' "#$ 0/%+." ad$ %n

a,, "#$ 5,.$n";' 0&/5#a'.n %1$/ "#$ ".$ ,$'' "#$ 5,.$n" a5&.'.".%n and

a.n"$nan5$ 5%'"'7

Measure campaign performance

-.


24/46

efine t$e ne#t campaign performance ased on figures from t$e earlier

campaigns

Measure t$e amount of sales generated y t$e customer over time

Measure increase in sales and efforts

3c$ieve greater operational efficiency y $aving all processes under one roof andminimi5ing administrative costs-

E4!ntion o$ Dire8t Mretin% Pro8e"" Di%r& it

Re$eren8e to &3 Jo7 Ro!e

1' Set &retin% o7e8ti5e"@ O&/ a/*$".n %64$5".1$ .' "% a*$

%&/ 0/%/a .7$7 (PGM MBA' +a.,.a/ "% "#$ '"&d$n"' (E'0$5.a,,-

+/% "$5#n.5a, 6a5*/%&nd ,.*$ $n.n$$/.n) .n Mad#-a P/ad$'# and

5a"$/ "% "#$./ n$$d'7 @$ a. "% "a/$" "#$'$ 0$%0,$ and a*$ "#$

%&/ 5&'"%$/'7

-' I+enti$3 Tr%et Mret"@O&/ a.n 0/%'0$5"' a/$ $n.n$$/.n

'"&d$n"' (B7E) %/ 0$%0,$ +/% "$5#n.5a, 0/%/a$ (B7T$5#) '.n5$ "#$

PGM MBA 5%&/'$ 3a' d$'.n$d "% '&." "#$ n$$d' %+ "#$'$ 0$%0,$7

T#$ "a/$"$d /$.%n 3a' Ind%/$ B#%0a, =a6a,0&/ .7$7 %&/ "a/$" '"a"$.' Mad#-a P/ad$'#7 A+"$/ .d$n".+-.n "#$ 0/%'0$5"' - 4%6 3a' "%

5%n1$/" "#$'$ 0/%'0$5"' .n"% %&/ 5&'"%$/'7

.' Mretin% C&4i%n De"i%n@ In "#.' '"$0 3$ 3%&,d d$5.d$ &0%n

"#$ 5#ann$,' "#a" 3$ 3%&,d &'$ "% a/*$" %&/ 0/%d&5"' and "%

5%&n.5a"$ %&/ %++$/ "% "#$ 0/%'0$5"'7 T#$ d$5.'.%n' /$a/d.n "#$

a/*$".n 5a0a.n 3%&,d 6$ "a*$n a" "#$ "%0 ,$1$, 9 3$ 3%&,d a5"

&0%n "#$7 D$0$nd.n &0%n "#$ $%/a0#.5a, /$.%n 0%0&,a".%n %+"#$ /$.%n 3$ 3%&,d '$,$5" an a00/%0/.a"$ 5#ann$,7

0' Co&ni8te te o$$er@A+"$/ .d$n".+-.n "#$ "a/$" '"&d$n"' "#$

n$>" '"$0 3%&,d 6$ "% 5%&n.5a"$ "#$ %++$/ "% "#$'$ 0/%'0$5"'7 F%/

-0


25/46

"#.' I 3%&,d '$nd "#$ 0/%/a$ 5%n"$n"' "% "#$'$ 0/%'0$5"' "#/%

$8a.,' and T$,$0#%n.5 5%n1$/'a".%n7 I 5%n"a5"$d "#$ 0/%'0$5"'

0$/'%na,,- and $>0,a.n$d "#$ "#$ ad1an"a$ %+ "#$ 3#%,$

0/%/a$ "#$ "$n&/$ "#$ +$$ '"/&5"&/$ $"57 A,, "#$ &$/.$' %+ "#$

0/%'0$5"' 3%&,d 6$ 5,$a/$d7

6' Te"t Re"4on"e@T% "$'" "#$ /$'0%n'$ %+ "#$ 0/%'0$5"' I 0$/'%na,,-

a1$ a 5a,, "% "#$ 0$%0,$7 T#$'$ 3$/$ "#$ &$'".%n' "#a" "#$ 0/%'0$5"'3%&,d n%/a,,- a'* $7

Telephonic conversation with MBA aspirants for Data Collection

1' Are 3o# intere"te+ in 4#r"#in% PGDMP $or te 3er -??>

-?11

An"@Inter4rettion@ I+ No888 5a,,' $nd

I+Ye"888@#a" "-0$ %+ '0$5.a,.a".%n -%& a/$,%%*.n +%/

E>0,a.n "#$ .n d$"a., a6%&" 5%&/'$ '"/&5"&/$7

-' Mn3 "t#+ent" " Wt i" te +i$$eren8e 7eteen PGDM

n+ MBA

An"@ F./'" %+ a,, 0/%+$''.%na,,- "#$/$ .' n% d.++$/$n5$ 6$"3$$n 0%'"8

/ad&a".%n .n 6&'.n$'' ana$$n" PGBM 0%'" /ad&a".%n d.0,%a

.n 6&'.n$'' ana$$n" PGDBM and MBA d$/$$7

-6


26/46

T#$/$ .' a 3.d$ 1a/.$"- %+ n%$n5,a"&/$ %+ d$/$$' .n ana$$n"

$d&5a".%n7 T#$/$ a/$ a.n,- "3% 5a"$%/.$' 8 4o"t%r+#te +i4!o&

n+ &"ter" +e%ree7

P%'"/ad&a"$ d.0,%a' .n5,&d$ P%'"/ad&a"$ D.0,%a .n B&'.n$''

Ad.n.'"/a".%n (PGDBA) P%'"/ad&a"$ D.0,%a .n Mana$$n"

(PGDM) and P%'"/ad&a"$ D.0,%a .n B&'.n$'' Mana$$n"

(PGDBM)7 M%'" %+ "#$'$ d.0,%a 5%&/'$' a/$ #a1.n "3%8-$a/

d&/a".%n and /ad&a".%n .' "#$ $n"/- &a,.+.5a".%n7

Ma'"$/' 0/%/a$' .n5,&d$ Ma'"$/ %+ B&'.n$'' Ad.n.'"/a".%n

(MBA) Ma'"$/ %+ B&'.n$'' Mana$$n" (MBM) Ma'"$/ %+

B&'.n$'' S"&d.$' (MBS) Ma'"$/ %+ F.nan5$ and C%n"/%, (MFC) and

Ma'"$/ %+ Mana$$n" S"&d.$' (MMS)7

T$5#n.5a,,- an .n'"."&"$ a++.,.a"$d 3."# a &n.1$/'."- .1$' an MBA

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