Professional Documents
Culture Documents
2nd year
CHAPTER-1
Introduction.
In general sense, marketing means to sell product. But selling is only the
part of marketing. This is the age of marketing. Marketing activities are
the part of our daily life. All types of organization needs marketing.
Organizational success depends upon the marketing. Marketing is the
business activity which is directed at satisfying human needs. Marketing
tries to identify human needs and produce product to satisfy them.
Marketing matches products with consumer needs. Marketing means not
only to buy and sell but it is moreover attracting costumer satisfying
their needs for retaining them. Marketing always aims to develop long
term relationship with the costumer.
According to William Staton: Marketing is a total system of business
activities designed to plan, price, promote and distribute want satisfying
product to target market to achieve organizational objectives.
According to Kotler and Armstrong : Marketing is the process by which
individual and group obtain what they need and want by creating and
exchanging products and values with others.
Marketing thus is the system which follows a systematic process. It
consists of set of activities like product development, modifying existing
products, branding , packaging, labeling , quality control, setting pricing,
objectives, distribution and channel management, promotional
activities. Consumer's needs identification and satisfaction is the main
theme of marketing and they are aimed to achieve organization
objectives in a dynamic environment. Thus marketing process
encompasses all activities aimed at identifying and satisfying costumer
needs through exchange relationship to achieve organizational objectives
in dynamic environment.
Importance of Marketing
Marketing has become the part of our everyday life. Marketing plays
significant role for the organization,consumer and society. Its
importance is increasing day by day. The following charts show the
importance ......
Of marketing to consumer, society and organization
To Consumer To
Organization To Society
Standrad of living Demand
Management Social well being
Value Addition Product distribution
Employment generate
Information Coordinated usage of resources
Meet community need
Product Assortment Objectives achievement
Economic mgmt
Satisfaction
4) Marketing Intermediaries:
I) Middleman ( wholesaler, retailer)
Ii) facilitators: ( facilitate physical
movement of product, Transporters,
warehouse, clearing and forwarding
agents)
Iii) Market service Agencies: ( advertising
agencies, credit information agencies,
marketing research and consulting firms.)
Which helps in promoting products.
Iv) financial institution
V) Labour Union
Vi) Pressure group.
Macro Environment of Marketing
Define Macro environment with its forces .
Micro environment can be defined as the
set of external condition and forces that
influence the performance and outcomes
of marketing. It provides opportunities and
threat for marketing. It is out of the control
of the organization. The following are the
component/ forces of macro environment.
I) Political Forces:
The political environment consist all those
factors of public affairs such as political
system, political institution etc.
Ii) Legal forces:
It refers to rules of conduct enforced by
the state. Legal environment of marketing
refers to all the legal surrounding that
affect marketing activities. It protects the
right and interest of marketers, consumer,
employees and the society. It consist of
business law related with marketing
activities , courts of law and law
administration.
2) Economic forces:
Economic forces refers to economic
surrounding that influence marketing
.activities. They consist of economic
parameters that provide the climate for
survival and growth of marketing. They
ultimately influence resource allocation,
cost, profit, and consumer spending. It
consist of:
I) Economic System: ( free market
economy, Centrally planned economy,
Mixed economy)
Ii) Economic policies: ( Monetary policies,
fiscal policies and industrial policies.)
Iii) Economic condition: ( Business cycle,
Income, Inflation, Natural resources,
Globalization)
3) Socio- Cultural Forces:
Social forces refers to social surrounding
that influence marketing. It consist of
factor related to human relationship.
There are many social factors that affect
the marketing activities they are given
below:
I) Demographics: (Concerned with human
population and its distribution)
Population size, population growth, Age
mix, Urbanization, Distribution and
Migration.
Ii) Social Institution: ( Family, reference
group, Social class)
Iii) Social changes and life style.
4) Cultural forces:
(Knowledge, customs, traditions, values,
religion, language, symbols , works, art
and architecture which is created by
society.)
It include Attitudes, values and beliefs and
types of product.
5) Technological Forces:
Technology refers to the means or method
of converting resources into product. It
consist of skill, methods , system and
equipment. Technology influence
marketing by bringing changes in jobs,
skill, life style, product, production
methods and processes. Hence
technology directly influence the
marketing activities.
Chapter-3
Define MKIS .
Iii) Output: It consist of regular and special report needed for marketing
decision making.
Iv) Feedback: It provides information to redesign input and processing
to meet changing need of marketing.
Features of MKIS
Ii) Sales force: They find and report new development in the market
place and motivate the organization for marketing intilligence purpose.
Ii) Method Bank: DSS consist of set of different statistical tools ranging
from simple procedure to sophiscated methods. They help mangers to
analyze the information and make decision. It consist of following
staistical tool:
- Multiple Regression
- Discriminate Analysis
- Factor Analysis
- Cluster Analysis
- Conjoint Analysis
- Multidimensioanal Scaling.
Iii) Model Bank: It consist of interrelationship between different
variables that help decision makers to understand, predict and control
marketing problems. Model bank consist of :
Model
- Markov model
- Queuing Model
- New product pretest Models
- Sales Response Models
Optimization Routinee
- Differential Calculus
- Mathematical programming
- Game theory
- Heuristics
A) Literature review
B) Experience survey: Conversation with qualified persons inside and
outside the organization who possess knowledge and experience.
B) Research Method; They are used for collecting primary data: they
are: