WHAT IS MARKETING?

According to PHILIP KOTLER Marketing is a social process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others, In other words marketing is the management process which identifies, anticipates, and supplies customer requirements efficiently and profitably. In other words, it is the process of understanding, creating, and delivering profitable value to targeted customers better than the competition. Its aim is to establish, maintain, and enhance long term relationship with customers at a profit so that the objectives of the parties involved are met. In short marketing consists of attracting, developing, and retaining profitable customers. WHAT IS MARKETING MANAGEMENT?

Marketing management is a business discipline which is focused on the practical application of marketing techniques and the management of a firm's marketing resources and activities. Rapidly emerging forces of globalization have led firms to market beyond the borders of their home countries, making international marketing highly significant and an integral part of a firm's marketing strategy. Marketing managers are often responsible for influencing the level, timing, and composition of customer demand accepted definition of the term. In part, this is because the role of a marketing manager can vary significantly based on a business's size, corporate culture, and industry context. For example, in a large consumer products company, the marketing manager may act as the overall general manager of his or her assigned product. To create an effective, costefficient marketing management strategy, firms must possess a detailed, objective understanding of their own business and the market in which they operate. In analyzing these issues, the discipline of marketing management often overlaps with the related discipline of strategic planning. According to Philip Kotler, "Marketing Management is the analysis, planning, implementation and control of programmes designed to bring about desired exchanges with target audiences for the purpose of personal and of mutual gain. It relies heavily on the adoption and coordination of product, price, promotion and place for achieving responses. Marketing Management is the analysis, planning, implementation and control of programs designed to create, build and maintain beneficial exchanges and relationships with target markets for the purpose of achieving Organizational objectives. Marketing management is demand management or it involves the task of influencing the level, timing and composition of demand. At times the actual demand level may be below, equal to, or above the desired demand level and the major task of marketing management is to regulate the level of demand.

1 Assist. Prof Sachidananda Sahoo, IIIT, BBSR

Nature of Marketing Management It Combines the Fields of Marketing and Management As the name implies, marketing management combines the fields of marketing and management. Marketing consists of discovering consumer needs and wants, creating the goods and services that meet those needs and wants; and pricing, promoting, and delivering those goods and services. Doing so requires attention to six major areas - markets, products, prices, places, promotion, and people. Management is getting things done through other people. Managers engage in five key activities planning, organising, staffing, directing, and controlling. Marketing management implies the integration of these concepts. Marketing Management is a Business Process Marketing management is a business process, to manage marketing activities in profit seeking and non profit organisations at different levels of management, i.e. supervisory, middle-management, and executive levels. Marketing management decisions are based on strong knowledge of marketing functions and clear understanding and application of supervisory and managerial techniques. Marketing managers and product managers are there to execute the processes of marketing management. We, as customers, see the results of such process in the form of products, prices, advertisements, promotions, etc. Marketing Management is Both Science and Art Marketing management is art and science of choosing target markets and getting, keeping and growing customers through creating, delivering and communicating superior customer value. (Kotler, 2006). Marketing management is a science because it follows general principles that guide the marketing managers in decision making. The Art of Marketing management consists in tackling every situation in an creative and effective manner. Marketing Management is thus a science as well as an art. EXPLAIN THE VARIOUS FUNCTIONS OF MARKETING 1. Market Research: Marketing research is the systematic investigation of the facts relevant to various aspects in marketing. It helps in identifying the needs of the customers. It involves study of the markets and customers, their tastes and preferences and what they are willing to buy, when they are likely to buy etc. 2 Marketing planning: Marketing plans are prepared to achieve marketing objectives of organization. 3 Product Planning and Development: PPD is concerned with identifying customers needs, developing new products and improving existing products in order to meet desires of customers. 4 Buying and Assembling: Buying: means purchase of raw materials for use in manufacture of finished goods for resale. Assembling: means collection of specific type of products from different buyers under a common roof. 5 Standardization and Grading: Standardization refers to the process of setting certain norms or standards for a product with regard to shape, size, color, quantity, quality, weight etc. It helps in ensuring that product
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confirms to standards. Grading: refers to the process of classification of products into different categories on the basis of quality, size etc. Grading is done generally for agricultural products-fruits and vegetables. Graded products are of uniform quality and it becomes easy to market. 6. Branding: A brand is a name, sign, symbol, design assigned to a product so as to differentiate it from products of competitors. It helps in identification of products It helps in ensuring quality. It helps in product differentiation, It helps in building image (goodwill) in the market. It helps in advertising of firms products. It helps in introducing new product . It helps a firm to charge different prices for its products. Examples LG Lux, Nano, Parker, Colgate, Parle ji 7.Packaging: Packaging is the act of designing and producing the package for a product. A package is a wrapper or container in which a product is kept. Packaging performs the following functions: Packaging reduces the risk of spoilage, breakage etc.in the process of transportation. Packaging helps in product identification. Packaging speaks about the product i.e. .Self Promotional tool. It helps in differentiating the product. It makes the product marketable by breaking them into small lots. So consumers can purchase the product according to their requirements. It provides convenience to the consumer in the usage of the products. 7. Labelling: a Label is a carrier of information about the product. Labels are attached on the product package to provide information about the product such as manufacturer of the product, date of manufacture, date of expiry, its ingredients, how to use product and its handling. Functions: It describes the product, its usage, contents, date of manufacture and expiry etc. It helps in grading of the products. It helps in product identification. In supports product promotion. 8. Customer Support Services: In todays competitive environment, customer support services
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play an important role in marketing. Services such as after sale services, maintenance services, handlingcustomer complaints provide satisfaction to customers and also helps in building product loyalty. 9. Promotion: Promotion refers to communication to inform, persuade and influence the prospective customers to buy a product. Tools of promotions are Advertising Personal selling or salesmanship Publicity Sales promotion 10. Physical Distribution: is concerned with making the goods and services available at the right place. It includes 2 important decisions: (i) Channels of Distribution means middleman or intermediaries like wholesaler, agents and retailers which facilitate the movement of goods and services and their title between the point of production and the point of consumption, by performing various marketing activities. (ii) Physical movement of goods from producers to consumers through means of transport, storage and warehousing, inventory control. MARKETING CONCEPTS There are FIVE competing concepts under which organizations conduct their marketing activities: The Production Concept The Product Concept The Selling Concept The Marketing Concept The Societal Marketing Concept

PRODUCTION CONCEPT:

It is one of the oldest concepts in business. The production concept holds that the consumers will prefer products that are widely available and inexpensive. Managers of production oriented business concentrate on achieving high production efficiently, low costs and mass distribution. They assume
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that consumers are primarily interested in product availability and low prices. This orientation makes sure in developing countries where consumers are more interested obtaining the product than its features. It is also used when a company wants to expand its business and market. Some service organization also operates on the production concept. Many medical and dental practices are organized in assembly line principles, as are some government agencies (such as employment offices). Although this management orientation can handle many cases per hour, it is open to chances of impersonal and poor quality service. Other businesses are guided by this concept, which holds that consumers will favor those products that offer the most quality, performance or innovative features. Managers in these organizations focus on making superior products and improving them over time. They assume that buyers admire well made products and can evaluate quality and performance. Product oriented companies often trust that their engineers can design exceptional products. They get little or no customer input and very often they will not even examine competitors products.
PRODUCT CONCEPT :

It is another common business orientation. It holds that consumer and business if left alone will ordinarily not buy enough of the organizations products. The organization must, therefore must undertake an aggressive selling and promotion effort.
SELLING CONCEPT :

Sell more stuff to more people more often for more money in order to make more profit. The selling concept is practiced most aggressively with unsought goods, goods that buyers normally do not think of buying, such as insurance, encyclopedias etc. Most firms practice the selling concept when they have over capacity. Their aim is to sell what they make rather than what the market wants. Sellers have to scramble for customers. Prospects are bombarded with TV commercials, newspaper ads, direct mail and sales costs. At every turn, someone is trying to sell something. Hard selling carries high risks such as bad mouth and negative publicity affecting the goodwill and companys regulations and thereby affecting its sales/profits.
THE SOCIETAL MARKETING CONCEPT : Some

have questioned whether the marketing concept is an appropriate philosophy in an age of environment deteration, resource shortages, explosive population growth, world hunger and poverty and neglected social services.
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Are companies that do an excellent job of satisfying customers wants necessary action in the best long run interest of consumer and society. The marketing concept sidesteps the potent ional conflicts among customer wants customer interiors and long run societal welfare. For example, the fast food hamburger industry offers tasty but unhealthy food. The hamburgers have a high fat contents and the restaurant promote fries and pies produce high in starch and fat. The products are wrapped in convenient packing which leads to much waste. In satisfying customers wants, these restaurants may be hurting customer heath and causing environmental problems. Hence , the Societal Marketing concept holds that the organization task is to determine the needs , wants and interests of target markets and to develop and deliver the desired satisfaction more effectively and efficiently than competitors in the way that preservers or enhances the customer and the societys well being. The Societal marketing concept calls upon marketers to build social and ethical considerations into there marketing practices. They must balance and juggle the often conflicting criteria of company profits, consumer satisfaction and public interest. THE MARKETING CONCEPT : The Marketing concept holds that the key to achieving its organization goals consist of the company being more effective than competitors in creating, delivering and communication superior customer value to its chosen target markets. This can be explained in many ways Meeting needs profitably Find wants and fill them Love the customer not the product Putting people first and so on.

The marketing concept rests on four pillars, Target market Customer needs Integrated marketing Profitability

(1) THE PRODUCTION CONCEPT Consumers will favour those products that are widely available and low in cost. Therefore increase production and cut down costs. And build profit through volume. 2. THE PRODUCT CONCEPT
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 Consumers will favour those products that offer the most quality, performance, or innovative features. Therefore, improve quality, performance and features. This would lead to increased sales and profits. 3. THE SELLING CONCEPT Consumers, if left alone, will not buy enough of companys products. Therefore, promote sales aggressively. And, build profit through quick turnover. 4. THE MARKETING CONCEPT The key to achieving organizational goals consist in determining the needs and wants of target markets and delivering the desired satisfactions more effectively and efficiently than competitors. And build profit through customer satisfaction and loyalty. (5) THE SOCIETAL MARKETING CONCEPT It is Marketing Concept (+) Societys well being. Balancing of following three considerations while setting marketing policies : -Customers want satisfaction -- -Societys well being--Companys profits The societal marketing concept holds that the organizations task is to determine the needs, wants, and interests of target markets and to deliver the desired satisfactions more effectively and efficiently than competitors in a way that preserves or enhances the consumers and the societys well being. It addresses conflicts between consumers and firms short run wants and long term welfare. The SOCIETAL MARKETING involves the marketer paying attention not only to the needs of customers but also to the wider natural and social environment. Marketers concern for the natural environment involves taking into account the environmental impact of production and distribution.

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DIFFERENCES BETWEEN MARKETING & SELLING S. No. 1 Marketing S. No. Sales

Marketing starts with the buyer and focuses 1 constantly on buyers needs. Seeks to convert customer needs into 2 products. Views business as a customer satisfying 3 process. Marketing effort leads to the products that the 4 customers actually want to buy in their own interest. Marketing communication is looked upon as a 5 tool for communicating the benefits/ satisfactions provided by the product Consumers determine determines costs. the price; price 6

Selling starts with the seller and is preoccupied all the time with the sellers needs. Seeks to convert products into Cash.

Views business as a goods producing process.

The company makes the product first and then figures out how to sell it and make a profit. Sellers motives dominate communication (promotions). marketing

Cost determines the price.

Marketing views the customer as the very 7 purpose of the business. It sees the business from the point of view of the customer. Customer consciousness permeates the entire organization all departments, all the people

Selling views the customer as the last link in the business.

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and all the time. 8 9 10 Customer satisfaction is the primary motive. External market orientation. 8 9 Sales is the primary motive. Internal company orientation. Selling concept perspective. takes an inside-out

Marketing concept takes an outside in 10 perspective It is a broad composite and worldwide 11 concept, more so in this era of globalisation. Marketing is more pull than push. 12

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It is a narrow concept related to product, seller and sales activity. Selling involves push strategy. Selling comes after production and ends with the delivery of the product and collection of payment.

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Marketing begins much before the production 13 of goods and services, i.e. with identification of customers needs. It continues even after the sale to ensure customer satisfaction through after sales services. Marketing has a wider connotation and 14 includes many activities like marketing research, product planning & development, pricing, promotion, distribution, selling etc. It concerns itself primarily and truly with the 15 value satisfactions that should flow to the customer from the exchange. It assumes: Let the seller beware. 16

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Selling is a part of marketing.

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It over emphasizes the exchange aspect, without caring for the value satisfactions inherent in the exchange. It assumes: Let the buyer beware. It has a functional structure.

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Marketing generally has a matrix type of 17 organizational structure. The main job is to find the right products for 18 your customers. The mindset is What is that we can make 19 here or source from outside to satisfy the needs of the target customers. Conceptual and analytical skills are required. 20

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The main job is to find the customers for your products. The mindset is Hook the customer.

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Selling and conversational skills are required.

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FUNDAMENTAL NEEDS OF CUSTOMERS Every customer comes into the customer situation with differing wants. While wants are frequently hard to identify and may occasionally be unrealistic, all customers have the following five basic needs: 1. Service: Customers expect the service that they think is appropriate for the level of purchase that they are making. A small, spontaneous purchase may have a smaller service need than a larger purchase that has been carefully planned and researched. 2. Price: The cost of everything we purchase is becoming more and more important. People and businesses want to use their financial resources as efficiently as possible. Many products previously considered unique are now considered commodities. This means that while a consumer previously had to travel to the local hamburger restaurant to purchase a hamburger, now one can be acquired at many other locations. This makes the component of price even more important to the customer. 3. Quality: Americans are less likely today to think of their purchases as throw-away items. Customers want the products that they purchase to be durable and functional until the customer decides to replace them. This requirement of quality mandates that manufacturers and distributors produce products that live up to the customers' expectations of durability. Customers are much less likely to question price if they are doing business with a company that has a reputation for producing a high quality product. 4. Action: Customers need action when a problem or question arises. Many companies offer toll-free customer assistance telephone lines, flexible return policies, and customer carryout services in response to the need for action. Customers are human beings and like to think that they are an important priority and that when a need or question arises someone will be ready and waiting to help them. 5. Appreciation: Customers need to know that we appreciate their business. Customer service providers can convey this appreciation in many appropriate ways. Saying thank you to the customer through our words and actions is a good starting point. Preferred customer mailing lists, informational newsletters, special discounts, courtesy, and name recognition are good beginnings to showing our customers our appreciation. Additionally, letting them know that we are glad that they have chosen to do business with us conveys a positive message. A fast food restaurant has a sign in its drive-through lane that says, We know that you could eat somewhere else; thank you for allowing us to serve you. MARKETING MIX Marketing Mix is a combination of marketing tools that a company uses to satisfy their target customers, and achieving organizational goals. In others words The marketing mix is the
combination of variables that a business uses to carry out its marketing strategy and meet customer needs.McCarthy classified all these marketing tools under four broad categories:

Product Price Place Promotion These four elements are the basic components of a marketing plan and are collectively called 4 Ps of marketing. All marketing decision-making can be classified into four strategy elements, sometimes referred to as the marketing mix or the four Ps. Product: What are the benefits of this product and service to its customers?
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 Price: Should this product and service be free or funded by a grant? Should a price be charged to cover costs only? Should the price allow for a profit? Place: What can be done to make this product and service more accessible and available? Promotion: What can be done to increase the visibility of this product and service? What can be done to increase its usage or exposure? Product

PRODUCT Product is the actually offering by the company to its targeted customers which also includes value added stuff. Product may be tangible (goods) or intangible (services). For many a product is simply the tangible, physical entity that they may be buying or selling. While formulating the marketing strategy, product decisions include: What to offer? Brand name Packaging Quality Appearance Functionality Accessories Installation After sale services Warranty What is product-mix? Set of all product offered for sale by a company. It consist of various product line. Any companys product mix has four dimension : 1. Width 2. Length 3. Depth 4. Consistency Width : Number of different product lines carries by the company. Length : Total number of items in the product mix of the company. Depth : Assortment of size, colour and models offered in each item of a product line. Consistency : It refers to the relationship of various product line either in their end use, production requirement, distribution channel or other way.
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PRICE Price includes the pricing strategy of the company for its products. How much customer should pay for a product? Pricing strategy is not only related to the profit margins but also helps in finding target customers. Pricing decision also influence the choice of marketing channels. Price decisions include: Pricing Strategy (Penetration, Skim, etc) List Price Payment period Discounts Financing Credit terms Using price as a weapon for rivals is as old as mankind, but its risky too. Consumers are often sensitive for price, discounts and additional offers. Another aspect of pricing is that expensive products are considered of good quality. PRICE MIX is the value of the product determined by the producers. Price mix includes the decisions as to: Price level to be adopted; discount to be offered; and, terms of credit to be allowed to customers to customers PLACE (PLACEMENT) It not only includes the place where the product is placed, all those activities performed by the company to ensure the availability of the product to the targeted customers. Availability of the product at the right place, at the right time and in the right quantity is crucial in placement decisions. Placement decisions include: Placement Distribution channels Logistics Inventory Order processing Market coverage selection of channel members There are many types of intermediaries such as wholesalers, agents, retailers, the Internet, overseas distributors, direct marketing (from manufacturer to user without an intermediary), and many others. Place mix refers to providing the product at a place which is convenient for consumers to access. Various strategies such as intensive distribution, selective distribution, exclusive distribution and franchising can be used by the marketer to complement the other aspects of the marketing mix PROMOTION Promotion includes all communication and selling activities to pursuade future prospects to buy the product. Promotion decisions include: Advertising Media Types Message Budgets Sales promotion
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Personal selling Public relations/publicity Direct marketing Sponsorship The elements of the promotions mix are integrated to form a coherent campaign. As with all forms of communication. As these costs are huge as compared to product price, So its good to perform a break-even analysis before allocating the budget. It helps in determining whether the new customers are worth of promotion cost or not. Promotion Mix all of the methods of communication that a marketer may use to provide information to different parties about the product. Promotion comprises elements such as: advertising, public relations, personal selling and sales promotion. Marketing mix (4 Ps) was more useful in early 19s when production concept was in and physical products were in larger proportion. Today, with latest marketing concepts, marketing environment has become more integrated. So, in order to extend the usefulness of marketing mix, some authors introduced a fifth Ps and then seven Ps (People, Packaging, Process). But the foundation of Marketing Mix still stands on the basic 4Ps.

CHANNEL OF DISTRIBUTION A set of interdependent organizations that ease the transfer of ownership as products move from producer to business user or consumer. A channel of distribution or trade channel is defined as the path or route along which goods move from producers or manufacturers to ultimate consumers or industrial users. In other words, it is a distribution network through which producer puts his products in the market and passes it to the actual users. This channel consists of producers, consumers or users and the various middlemen like wholesalers, selling agents and retailers (dealers) who intervene between the producers and consumers. Therefore, the channel serves to bridge the gap between the point of production and the point of consumption thereby creating time, place and possession utilities
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The Role of Marketing Channels in Marketing Strategy

Channels provide the means by which the firm moves the goods and services it produces to ultimate users Facilitate the exchange process by cutting the number of contacts necessary Adjust for discrepancies in the markets assortment of goods and services via sorting Standardize exchange transactions Facilitate searches by both buyers and sellers

Types of Marketing Channels

Marketing channel: system of marketing institutions that promotes the physical flow of goods and services, along with ownership title, from producers to consumer or business user; also called a distribution channel Marketing intermediary: wholesaler or retailer that operates between producers and consumers or business users; also called a middleman Wholesaler: marketing intermediary that takes title to goods and then distributes these goods further; also called a jobber or distributor Direct Selling

The following diagram (chart) is illustrative of the channel of distribution which may exist in a market.

The above chart indicates that the number of middlemen may vary. If there is direct sale by the produce to the consumers then there is no middleman. But that is very rare. As the chart shows the producer may sell goods to retailer who may then sell the same to consumers. The producer may sell goods to wholesalers who may inturn sell to retailers and the retailer may sell to consumers.
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The fourth alternative channel of distribution is when any agent/dealer intervenes between the producer and retailers and acts as a middlemen. The agent is appointed by the producer for the sale of goods to the retailers. Another alternative channel is there when producers agent sells goods to wholesalers who sell to retailers. Agent/dealer is an independent person/firm buying goods and selling them to retailers. Agent/dealer may also sell to wholesalers who may then sell to retailers and goods are thus made available to consumers. In the channel of distribution there may be more than one agent/dealer and wholesaler. Role of middlemen : Middlemen performs various marketing functions which are stated as below: i) Searching out buyers and sellers ii) Implementing pricing policies iii) Providing feedback information iv) Creating and establishing a market for new product v) Providing pre-and after sale services to consumers vi) Communicating the use of technique of the product v vii) Providing credit facility to retailers and consumers. Desirability of eliminating the middlemen: The elimination of middlemen the based on the following grounds. I) Excessive number II) Superfluous III) Limited risk taking IV) Anti social activities V) Limiting consumers' choice Role of wholesaler in distribution of goods: Role of wholesaler in distribution of goods is given as below : I) Buying and assembling II) Selling and dispersing III) Transportation IV) Storage V) Packing and grading VI) Advertising and Promoting sale VII) Financing VIII) Risk.

Role of Retailer in distribution of goods: Role of retailers in distribution of goods is enumerated as below: I) Wide choice to consumer II) Availability of goods in small quantities and at convenient places III) Home delivery IV) Assurance of regular supply V) Credit facility to customers VI) Close interaction with customers. Types of Channel Members Agents/Brokers Channel partners that match marketers with wholesalers or in organization markets, with customers They are very important for international marketing, for exports Think of the success of Ebay, Placement Consultants, Online dating/Matrimonial sites In a way, all are brokers Wholesalers
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 A wholesaler is someone who primarily sells to other retailers Also may retail on own Typically, buys in bulk Very important in rural India Companies think of him a necessary evil Retailer The most visible face of the distribution system India has the largest number of retailers in the world Hence, the reluctance of the Govt in allowing FDI here fear of unemployment.

ADVERTISING
INTRODUCTION: Adverting is only one element of the promotion mix, but it often considered prominent in the overall marketing mix design. Its high visibility and pervasiveness made it as an important social and encomia topic in Indian society. Promotion may be defined as the co-ordination of all seller initiated efforts to set up channels of information and persuasion to facilitate the scale of a good or service. Promotion is most often intended to be a supporting component in a marketing mix. Promotion decision must be integrated and co-ordinate with the rest of the marketing mix, particularly product/brand decisions, so that it may effectively support an entire marketing mix strategy. The promotion mix consists of four basic elements. They are:1. Advertising 2. Personal Selling 3. Sales Promotion, and 4. Publicity 1. Advertising is the dissemination of information by non-personal means through paid media where the source is the sponsoring organization. 2. Personal selling is the dissemination of information by non-personal methods, like face-to-face, contacts between audience and employees of the sponsoring organization. The source of information is the sponsoring organization. 3. Sales promotion is the dissemination of information through a wide variety of activities other than personal selling, advertising and publicity which stimulate consumer purchasing and dealer effectiveness. 4. Publicity is the disseminating of information by personal or non-personal means and is not directly paid by the organization and the organization is not the source. DEFINITION OF ADVERTISISNG

The term advertising originates from the Latin word adverto, which means to turn around. Advertising, thus, denotes the means employed to draw attention towards any object or purpose. The dictionary meaning of the term is to give public notice or to announce publicly. Advertising or advertizing is a form of communication for marketing and used to encourage, persuade, or
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manipulate an audience (viewers, readers or listeners; sometimes a specific group) to continue or take some new action. According to American Marketing Association, Advertising is the nonperson communication of information, usually paid for and usually persuasive in nature, about products (goods and services), or ideas by identified sponsors through the various media. FUNCTIONS /OBJECTIVES OF ADVERTISEMENT To inform and influence the buyers to buy the product and thereby increase the sales. To introduce a new product to potential customers To influence the middlemen to store and handle the product. It helps build up brand image and brand loyalty to the products Advertising may be necessary to publicize the changes made in prices, channels of distribution, any improvement made in the quality, size, weight and packing of the product. It may be issued, sometimes, to compete with or neutralize competitors advertising. It helps build up corporate image. In the case of mail order business, advertising does the selling job by itself. By supplementing personal selling, advertising makes the job of sales force easier. It helps increase the effectiveness of sales promotion campaign. Finally, it encourages the creative arts and the artists.

CLASSIFICATIONS OF ADVERTISEMENT (Classification by medium) Print advertising (newspaper, magazines, brochures, flyers) Electronic advertising (television, radio: commercials; Internet) Outdoor advertising (billboards, kiosks, public transport, events) Direct-mail advertising (through the Postal Service and by e-mail) POP (point of purchase) advertising logo jets in-flight ads subway platforms shopping bags inflatables train cars event tickets and supermarket receipts e-mails (spam) street furniture

ADVERTISING MEDIA & METHODS wall paintings web banners web popups mobile telephone screens shopping carts skywriting human directional town criers blimps painted vehicles

IMPORTANCE OF ADVERTISING Promotion of Sales Introduction of New Product Creation of Good Public Image Mass Production

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Research Education of People Support to Press To announce a new To announce location of product stockiest To expand the market to To educate consumers new buyers

To maintain sales To announce a To announce a new pack To please the sales force To make a special offer To attract investor

CONSUMERISM Consumerism is an organized movement of citizens and government to strengthen the rights and power of buyers in relation to sellers. Consumerism refers to the wide range of activities of government business and independent organizations designed to protect rights of the consumers. Consumerism is a collective consciousness on the part of consumers, business, government and civil society to enhance consumer satisfaction and social welfare which will in turn benefit all of them and finally make the society a better place to live in. The consumer is exposed to many hazardous - physical, environmental and exploitation due to unfair trade practices. The consumer needs protection against products which are unsafe for consumption such as drugs and adulterated food products and products which may cause injury such as defective electrical appliances. Consumer needs protection against mal-practices and deceit by sellers. Consumer should have adequate rights and right of recourse to redressal measures against defaulting businessmen. In our Indian system, the consumer has six rights given for his protection from exploitation from the shopkeepers or sellers. Consumer exploitation means mistreatment or cheating with consumer by adulteration, Thagi or in any other unfair form. To prevent consumer from exploitation, our government have passed many Acts from time to time. Some of them are as follows:1. Drug and Cosmetics Act, 1940 2. Prevention of Food Adulteration Act, 1954 3. Essential Commodity (supply) Act, 1955 4. Monopolies and Restrictive Trade Practices Act, 1969 5. Standard of Weights and Measures Act, 1976 6. Consumer Protection Act, 1986 Why Is It Needed? Demand-supply imbalance (demand > supply / demand < supply) Lack of workable competition (monopoly > perfect competition) Unfamiliarity with innovations (poverty, lack of social awareness, accepting life as it is and passive outlook) Unconsciousness about rights (illiterate uneducated ignorant and ill-informed)
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 Feign advertisements (a need for consumer guidance) Time consuming legal process

ENVIRONMENTALISM Environmentalism is a broad philosophy, ideology and social movement regarding concerns for environmental conservation and improvement of the health of the environment, particularly as the measure for this health seeks to incorporate the concerns of non-human elements. Environmentalism advocates the preservation, restoration and/or improvement of the natural environment, and may be referred to as a movement to control pollution. For this reason, concepts such as a land ethic, environmental ethics, biodiversity and ecology the hypothesis figure predominantly. At its crux, environmentalism is an attempt to balance relations between humans and the various natural systems on which they depend in such a way that all the components are accorded a proper degree of sustainability. The exact nature of this balance is controversial and there are many different ways for environmental concerns to be expressed in practice. Environmentalism and environmental concerns are often represented by the color green, but this association has been appropriated by the marketing industries and is a key tactic of green washing. Environmentalism is opposed by anti-environmentalism, which takes a skeptical Environmentalism is a social movement aimed at preserving biodiversity and the earths environment. The activity of protecting the environment from pollution or destruction We are living in a major extinction event and humans are the cause of it. Environmentalism is a response to human activity that is causing extinctions of species and of habitats. Advocacy for or work toward protecting the natural environment from destruction or pollution. The theory that environment rather than heredity is the primary influence on intellectual growth and cultural development.

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