4/8/23, 3:24 PM Notes on Marketing: Complete Notes, Lecture Notes, Short Notes and Study Notes

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Marketing
Notes! Contents
Study Notes as an Introduction on
Complete Marketing
Notes on Introduction to Marketing #
Study and 1. Introduction to Marketing:
Lecture Short Notes on Marketing # 2. Market
notes on Segmentation:

marketing Complete Notes on Marketing # 3.

Multi-Level Marketing:
especially
Lecture Notes on Marketing # 4.
compiled Organization Structure:
for BBA, Notes on Marketing # 5. Channels of
BCom, Distribution:

MCom and Notes on Marketing # 6. Direct

Marketing:
MBA
Notes on Marketing # 7. Marketing
students. Orientations:
This article Notes on Marketing # 8. Marketing
aims to give Environment:

Notes on Marketing # 9. Societal

you an in-
Marketing:
depth
Notes on Marketing # 10. Marketing
overview on Mix:

some of the Notes on Marketing # 11. Product:

most Notes on Marketing # 12. Retail Audit:

important Notes on Marketing # 13. Marketing

Ethics:
topics
Notes on Marketing # 14. International
relating to 
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Marketing Channels:
marketing
Notes on Marketing # 15. Virtual
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Marketing:
marketing
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Notes on Marketing # 16. Marketing
traffic. We also share information about your use of our site with our social media, advertising and
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that you’ve provided to them or that
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Marketing continue
# 17. Marketto use
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Research:

Notes Notes on Marketing # 19. Integrated

Marketing Communication (IMC):
as an Notes on Marketing # 20. Rural
Marketing:
Introdu Notes on Marketing # 21. Advertising:

ction Notes on Marketing # 22. Service

Marketing Mix:
on Notes on Marketing # 23. Retailing:

Market Notes on Marketing # 24. Strategic

Marketing:

ing Notes on Marketing # 25. Demand

Forecasting:

Notes on Marketing # 26. Business

Markets:
Contents:
Notes on Marketing # 27. Rural
Marketing Mix:
1. Notes
Notes on Marketing # 28. Brand
on Positioning:
Introduction Notes on Marketing # 29. Online
to Retailing:

Marketing Notes on Marketing # 30. Personal

Selling:
2. Notes
on
Market
Segmentation
3. Notes
on
Multi-
Level
Marketing
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4. Notes
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Structure
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5. services.
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on the
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Channels
of
Distribution
6. Notes
on
Direct
Marketing
7. Notes
on
Marketing
Orientations
8. Notes
on
Marketing
Environment
9. Notes
on
Societal
Marketing
10. Notes
on
Marketing
Mix
11. Notes
on
Product
12. Notes
on

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Retail
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13.and
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Marketing
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Ethics
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14. Notes
on
International
Marketing
Channels
15. Notes
on
Virtual
Marketing
16. Notes
on
Marketing
Information
System
17. Notes
on
Market
Research
18. Notes
on
Advertising
Research
19. Notes
on
Integrated
Marketing
Communication
(IMC)

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20. Notes
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Rural
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traffic. We also share information about your use of our site with our social media, advertising and
Marketing
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21. services.
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on
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Advertising
22. Notes
on
Service
Marketing
Mix
23. Notes
on
Retailing
24. Notes
on
Strategic
Marketing
25. Notes
on
Demand
Forecasting
26. Notes
on
Business
Markets
27. Notes
on
Rural
Marketing
Mix
28. Notes
on
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Brand
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29.and
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OnlineYou consent to our cookies if you continue to use
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Retailing
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30. Notes
on
Personal
Selling

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Notes on
Introduct
ion to
Marketin
g # 1.
Introduct
ion to
Marketin
g:


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Till 1950,
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wasand
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sales-
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and the
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selling
concept
stressed the
need of
high
pressure
salesmansh
ip and
advertising
to secure
maximum
sales
volume.
Since 1950,
we have
customer-
oriented
marketing
plans and
programme
s and this
customer-
orientation
is called the
marketing
concept.

The essence
of 
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marketing
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thatand ads, to provide social media features and to analyse our
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traffic. We also share information about your use of our site with our social media, advertising and
customer
analytics partners who may combine it with other information that you’ve provided to them or that
they’ve collected from your use of and not theYou consent to our cookies if you continue to use
their services.
our website. By clicking “Accept”, you consent to the use of ALL the cookies.
product
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shall be the
centre or
the heart of
the entire
business
system. It
emphasizes
customer-
oriented
marketing
process. All
business
operations
revolve
around
customer
satisfaction
and service.
Marketing
plans,
policies and
programme
s are
formulated
to serve
efficiently
customer
demand.

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4/8/23, 3:24 PM Notes on Marketing: Complete Notes, Lecture Notes, Short Notes and Study Notes

Marketing
We use cookies research
andand ads, to provide social media features and to analyse our
We use cookies to personalise content
traffic. We also share information about your use of our site with our social media, advertising and
marketing
analytics partners who may combine it with other information that you’ve provided to them or that
they’ve collected from your use of information
their services. You consent to our cookies if you continue to use
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service is
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expected to
provide
adequate,
accurate
and latest
information
regarding
target
markets
and current
consumer
wants as
well as
dealer
wants to
the
marketing
managers
and on the
basis of
such
realistic
information
, they will
take sound
decision on
any
marketing

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problem.
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marketing
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traffic. We also share information about your use of our site with our social media, advertising and
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on the basis
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of
marketing
research.

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Two
radical
changes
were
brought
about
when the
marketing
concept
was
introduce
d after
1950 in

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the
We use cookies process of
marketing
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:
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youWe
consent
have to the use of ALL the cookies.

Cookie Settings Accept a steady

shift from
the
product-
oriented or
sales-
oriented
business
enterprise
to the
customer-
oriented
business
enterprise.
Marketing
and
innovation
are now the
distinguishi
ng features
of a
business
organizatio
n from
those of
other types
of social
institution

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2. We have
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emptor
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(buyer
beware) to
caveat
vendor
(seller
beware).
This has
clearly
emphasized
the social
responsibili
ty of
business
towards
consumer
and the
need for
consumer
protection
in the
market
place.  

According
to
American
Marketing
Association
, 
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4/8/23, 3:24 PM Notes on Marketing: Complete Notes, Lecture Notes, Short Notes and Study Notes

“Marketing
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process
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and ads,
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planning
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executing
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the
conception,
pricing,
promotion
and
distribution
of ideas,
goods and
services to
create
exchanges
that satisfy
individual
and
organizatio
nal goals”.

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
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According
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Marketing
We use cookies to personalise content and ads, to provide social media features and to analyse our
traffic. We also share information about your use of our site with our social media, advertising and
Guru,
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Kotler’,
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“Marketing
is typically
seen as the
task of
creating,
promoting,
and
delivering
goods and
services to
consumers
and
businesses;
it is defined
as a societal
process by
which
individuals
and groups
obtain what
they need
and want
through
mating,
offering,
and freely
exchanging
products

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and
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value
We use cookies to personalise content andwith
ads, to provide social media features and to analyse our
traffic. We also share information about your use of our site with our social media, advertising and
others.”
analytics partners who may combine it with other information that you’ve provided to them or that
they’ve collected from your use of their services. You consent to our cookies if you continue to use
our website. By clicking “Accept”, Sometimes,
you consent to the use of ALL the cookies.

Cookie Settings Accept marketers

confuse
marketing
with
selling,
since they
consider
marketing
as an art of
selling
products.
However,
marketing
is different
from selling
in many
ways.

Short
Notes on
Marketin
g # 2.
Market
Segmenta
tion:


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The total
We use cookies market for
many
We use cookies to personalise content andof the
ads, to provide social media features and to analyse our
traffic. We also share information about your use of our site with our social media, advertising and
products is
analytics partners who may combine it with other information that you’ve provided to them or that
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homogeneo
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us but too
much
heterogene
ous because
people have
different
needs and
wants and
therefore,
marketer
cannot
derive
maximum
benefit
from an
analysis of
marketing
as a whole.
For
example,
there may
be total
market for
textiles,
electrical
appliances,
refrigerator
s, etc., but

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within the
We use cookies total for
eachandofads, to provide social media features and to analyse our
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traffic. We also share information about your use of our site with our social media, advertising and
these
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there might
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actually
exist many
sub-
markets
which differ
virtually
from each
other.

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Under
textile
markets, in
one section
of the
population,
there might
be huge

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demand for
We use cookies cotton
textile,
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and ads,
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another for
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fibre
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textiles and
yet in
another for
pure silk
garments.
This
diversity
may be due
to
differences
in income
of the
people,
taste,
fashion
buying
habits or
motives,
etc. Further
no two
customers
are
identical in
their
demand.

Therefore,
to take
advantage 
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4/8/23, 3:24 PM Notes on Marketing: Complete Notes, Lecture Notes, Short Notes and Study Notes

of this
We use cookies situation,
the and ads, to provide social media features and to analyse our
We use cookies to personalise content
traffic. We also share information about your use of our site with our social media, advertising and
marketers
analytics partners who may combine it with other information that you’ve provided to them or that
they’ve collected from your use of may divide You consent to our cookies if you continue to use
their services.
our website. By clicking “Accept”, you consent to the use of ALL the cookies.
the total
Cookie Settings Accept
market into
smaller
groups of
consumers
on the basis
of
significant
difference
in buyer
characterist
ics or buyer
responses
to
marketing
programs.

By tailoring
product
designs,
pricing
policies,
promotion
and
distribution
channels to
meet the
needs of
these small
groups’ 
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4/8/23, 3:24 PM Notes on Marketing: Complete Notes, Lecture Notes, Short Notes and Study Notes

marketers
We use cookies often gain a
competitive
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traffic. We also share information about your use of our site with our social media, advertising and
advantage.
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they’ve collected from your use of This kind ofYou consent to our cookies if you continue to use
their services.
our website. By clicking “Accept”, you consent to the use of ALL the cookies.
marketing
Cookie Settings Accept
strategy is
also
consistent
with the
marketing
concept,
which
requires the
identificati
on of the
consumer
wants and
needs and
developme
nt of
marketing
programs
to satisfy
them.

According
to Stanton,
“Market
segmentati
on consists
of taking
the total
heterogene
ous market 
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4/8/23, 3:24 PM Notes on Marketing: Complete Notes, Lecture Notes, Short Notes and Study Notes

for a
We use cookies product
andand ads, to provide social media features and to analyse our
We use cookies to personalise content
traffic. We also share information about your use of our site with our social media, advertising and
dividing it
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they’ve collected from your use of into severalYou consent to our cookies if you continue to use
their services.
our website. By clicking “Accept”, you consent to the use of ALL the cookies.
sub-
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markets or
segments
each of
which tends
to be
homogeneo
us in all
significant
aspects.”

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Market
segmentati
on is the
process of
dividing a
potential
market into
distinct
sub-
markets of
consumers

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with
We use cookies common
needs
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ads, to provide social media features and to analyse our
traffic. We also share information about your use of our site with our social media, advertising and
characterist
analytics partners who may combine it with other information that you’ve provided to them or that
they’ve collected from your use of ics.
their Market
services. You consent to our cookies if you continue to use
our website. By clicking “Accept”, you consent to the use of ALL the cookies.
segmentati
Cookie Settings Accept
on is the
starting
step in
applying
the
marketing
strategy.
Once
segmentati
on takes
place, the
marketer
targets the
identified
customer
groups with
proper
marketing-
mix so as to
position the
product/ba
nd/compan
y as
perceived
by the
target
segments.


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From the
We use cookies perspective
of the
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traffic. We also share information about your use of our site with our social media, advertising and
marketing
analytics partners who may combine it with other information that you’ve provided to them or that
they’ve collected from your use of manager,
their services. You consent to our cookies if you continue to use
our website. By clicking “Accept”, you consent to the use of ALL the cookies.
market
Cookie Settings Accept
segmentati
on involves
two closely
related
areas. First,
the total
market for
any product
can be sub-
divided or
segmented
into groups
of potential
customers
who are
homogeneo
us with
respect to
certain
wants or
desires.
Second, it
might be
advantageo
us to the
organisatio
n to serve
one or

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more of
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market
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traffic. We also share information about your use of our site with our social media, advertising and
segments.
analytics partners who may combine it with other information that you’ve provided to them or that
they’ve collected from your use of their services. You consent to our cookies if you continue to use
our website. By clicking “Accept”, Market
you consent to the use of ALL the cookies.

Cookie Settings Accept segments

are large
identifiable
groups like
customers
interested
in personal
computer,
laptop,
tablet, etc.
It is
possible
that a
market
creates a
niche.
Niche is a
narrowly
defined
group of
customers
that have a
distinct and
complex set
of needs.

Thus, in
Cycle
Industry,
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there might
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segments
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like cycle
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theirregular
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users,
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sports,
adventure,
racing,
kids, girls,
etc. Niche
is created
when cycle
is required
for health
clubs,
physically
handicappe
d with left
and right
hand
working,
etc. In the
niches,
there are
few or no
competitors
and the
product
might
command a
premium
price.

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Cookie Settings Accept

Complete
Notes on
Marketin
g # 3.
Multi-
Level
Marketin
g:

Multi-level
marketing
(MLM) is a
mode of
direct
marketing
followed by
a producer
or
marketer.
Multi-level
marketing,
pioneered
by Amway,
consists of
recruiting
independen 
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t business
We use cookies persons
whoand
We use cookies to personalise content actads,
asto provide social media features and to analyse our
traffic. We also share information about your use of our site with our social media, advertising and
distributors
analytics partners who may combine it with other information that you’ve provided to them or that
they’ve collected from your use of of
their services. You consent to our cookies if you continue to use
our website. By clicking “Accept”, you consent to the use of ALL the cookies.
company’s
Cookie Settings Accept
product.
Each
distributor
can further
engage
other sub
distributors
and so on.
The
distributor’
s
compensati
on includes
a
percentage
of sales of
those
engaged by
the
distributor
as well as
earnings
(margins)
on direct
sales to the
customers.

Under
multi-level 
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or network
We use cookies marketing,
the and
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ads, to provide social media features and to analyse our
traffic. We also share information about your use of our site with our social media, advertising and
reaches the
analytics partners who may combine it with other information that you’ve provided to them or that
they’ve collected from your use of customers
their services. You consent to our cookies if you continue to use
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from the
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manufactur
er via
distributors
, sub-
distributors
, sub-sub
distributors
and sub-
sub-sub
distributors
. The
distributors
are
organised
in the form
of
hierarchy,
i.e., level I,
level II,
level III
and so on.
Each of the
distributors
is also a
customer.
The
products
are always

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sold
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the and ads, to provide social media features and to analyse our
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traffic. We also share information about your use of our site with our social media, advertising and
customers.
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their services. You consent to our cookies if you continue to use
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convention
Cookie Settings Accept
al retail
route is
completely
by-passed.

In multi-
level
marketing
(MLM),
individuals
become
associated
with the
parent
company in
an
independen
t
contractual
relationshi
p. They are
compensate
d based on
their sales
of
company’s
products or
services, as
well as the 
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sales of
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bring
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the
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they’ve collected from your use of business.
their services. You consent to our cookies if you continue to use
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Multi-level
Cookie Settings Accept
marketing
has a
recognised
image
problem
because of
difficulties
in making a
clear
distinction
between
legitimate
network
marketing
and illegal
“pyramid
schemes”
or Ponzi
schemes.

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Due to this
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problem,
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traffic. We also share information about your use of our site with our social media, advertising and
many new
analytics partners who may combine it with other information that you’ve provided to them or that
they’ve collected from your use of MLM
their services. You consent to our cookies if you continue to use
our website. By clicking “Accept”, you consent to the use of ALL the cookies.
network
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marketing
firms do
not use the
words
“multi-level
marketing”
or “network
marketing”
and instead
use terms
like
“affiliate
marketing”,
“home-
based
business
franchising
” etc. Under
this
arrangeme
nt,
commission
s are only
earned on
the sale of
products or
services to
the end

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consumer
We use cookies who, in
many
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traffic. We also share information about your use of our site with our social media, advertising and
is also a
analytics partners who may combine it with other information that you’ve provided to them or that
they’ve collected from your use of distributor.
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our website. By clicking “Accept”, you consent to the use of ALL the cookies.
No money
Cookie Settings Accept
is earned
on a “sign-
up fee” or
for
recruiting
distributors
alone.

The
companies
which are
using MLM
include
Amway
Corporatio
n
(household
goods,
personal
care and
nutritional
products);
Avon
Products
(cosmetics,
jewellery,
home
furnishing,
and baby 
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care
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Brite
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traffic. We also share information about your use of our site with our social media, advertising and
Enterprises
analytics partners who may combine it with other information that you’ve provided to them or that
they’ve collected from your use of (children’s
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song books,
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CDs, DVDs,
etc.), and
Discovery
Toys
(educationa
l toys,
books, and
games).

Limitatio
ns of
Network
Marketing
:

The
limitation
s of multi-
level or
network
marketing
are as
follows:

(i) Sales
forecasting
is difficult.
This might
result in

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under or
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stocking
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traffic. We also share information about your use of our site with our social media, advertising and
various
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they’ve collected from your use of items.
their services. You consent to our cookies if you continue to use
our website. By clicking “Accept”, you consent to the use of ALL the cookies.

Cookie Settings Accept (ii)

Customer
relationshi
ps are at
the mercy
of the
distributors
or sub­-
distributors
.

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(iii) Brand-
building is
very
difficult
without
sales
promotion
and
advertising.

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(iv)
We use cookies Distributor
s may
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traffic. We also share information about your use of our site with our social media, advertising and
become
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they’ve collected from your use of large
their services. You consent to our cookies if you continue to use
our website. By clicking “Accept”, you consent to the use of ALL the cookies.
customers
Cookie Settings Accept
and hence
take over
control of
the
company.

(v) The
company
cannot
control its
sales team’s
actions
because of
its
excessive
dependence
on the
network of
distributors
and sub­-
distributors
.

Lecture
Notes on
Marketin
g # 4.

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Organizat
We use cookies ion
Structure
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Inside any
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company, a
large
number of
activities
are carried
out by big
groups of
individuals,
spread
across
multiple
department
s (e.g.
Production,
Sales,
Marketing,
Purchase,
Human
Resources,
Administra
tion,
Inventory
(Stock), IT
Systems,
Accounts
etc.).

The
activities 
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within
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department
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traffic. We also share information about your use of our site with our social media, advertising and
s must be
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they’ve collected from your use of properly
their services. You consent to our cookies if you continue to use
our website. By clicking “Accept”, you consent to the use of ALL the cookies.
coordinated
Cookie Settings Accept
such that
every
employee
understand
s his
responsibili
ties. Also,
the
employees
need to
understand
the
protocol for
their
communica
tion and
coordinatio
n within
the
department
and also
across
various
department
s.

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We use cookies

We use cookies to personalise content and ads, to provide social media features and to analyse our
traffic. We also share information about your use of our site with our social media, advertising and
analytics partners who may combine it with other information that you’ve provided to them or that
they’ve collected from your use of their services. You consent to our cookies if you continue to use
our website. By clicking “Accept”, you consent to the use of ALL the cookies.

Cookie Settings Accept Ideally,

each
department
must be
supervised
by one
single
person, and
the team
within that
department
must report
to her. That
person
remains
responsible
for the day-
to-day
decisions
and
performanc
e of that
department
. This
ensures a
single line
of
command.
Without a 
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single
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line,and ads, to provide social media features and to analyse our
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traffic. We also share information about your use of our site with our social media, advertising and
employee
analytics partners who may combine it with other information that you’ve provided to them or that
they’ve collected from your use of coordinatio
their services. You consent to our cookies if you continue to use
our website. By clicking “Accept”, you consent to the use of ALL the cookies.
n is very
Cookie Settings Accept
difficult.

If
everybody
takes
decisions
about
everything,
a lot of
confusion
and
communica
tion gaps
may arise.
In such
cases,
nobody will
be
responsible
when
things go
wrong. This
is usually
observed in
organizatio
ns which
have grown
without
putting 
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proper
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andand ads, to provide social media features and to analyse our
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traffic. We also share information about your use of our site with our social media, advertising and
processes
analytics partners who may combine it with other information that you’ve provided to them or that
they’ve collected from your use of in place.
their services. You consent to our cookies if you continue to use
our website. By clicking “Accept”, you consent to the use of ALL the cookies.

Cookie Settings Accept Of course,

if the
organizatio
n is very
small where
only one
business
leader takes
care of all
the
activities,
only he is
the single
command,
but division
of activities
within the
team is
essential
and
applicable
in such
cases also.

The tool to
graphically
represent
the
relationshi

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ps and
We use cookies responsibili
tiesand
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ads, to provide social media features and to analyse our
traffic. We also share information about your use of our site with our social media, advertising and
a company
analytics partners who may combine it with other information that you’ve provided to them or that
they’ve collected from your use of is called
their anYou consent to our cookies if you continue to use
services.
our website. By clicking “Accept”, you consent to the use of ALL the cookies.
Organizatio
Cookie Settings Accept
n Structure.

It is a tree-
like
graphical
representat
ion of the
organizatio
n, starting
from the
head of the
organizatio
n at the top
and the
hierarchy
below him
shown
downwards
.

As the
name
suggests, it
is used to
properly
communica
te the work
and
reporting

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relationshi
We use cookies ps within
the and ads, to provide social media features and to analyse our
We use cookies to personalise content
traffic. We also share information about your use of our site with our social media, advertising and
company in
analytics partners who may combine it with other information that you’ve provided to them or that
they’ve collected from your use of an
their services. You consent to our cookies if you continue to use
our website. By clicking “Accept”, you consent to the use of ALL the cookies.
organized
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and
structured
manner.

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Everybody
on the roll
of the
company
must be
represented
in the
organizatio
n structure.

In an
organizatio
n structure,
the person
shown
above is
responsible
for guiding 
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and
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traffic. We also share information about your use of our site with our social media, advertising and
person(s)
analytics partners who may combine it with other information that you’ve provided to them or that
they’ve collected from your use of below her. You consent to our cookies if you continue to use
their services.
our website. By clicking “Accept”, you consent to the use of ALL the cookies.

Cookie Settings Accept The

persons
below are
responsible
to fulfill the
work given
to them and
report the
status to
the person
above.

The
reporting
relationshi
ps must be
determined
very
carefully.
People’s
seniority,
experience
etc. must be
considered
while
deciding
these
relationshi
ps. If

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proper care
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in deciding
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traffic. We also share information about your use of our site with our social media, advertising and
the
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they’ve collected from your use of reporting
their services. You consent to our cookies if you continue to use
our website. By clicking “Accept”, you consent to the use of ALL the cookies.
structure, it
Cookie Settings Accept
may give
rise to a lot
of conflicts
within the
team.

Ideally,
every
employee
in the
company
must have
one
position in
the
organizatio
n structure.
This means
that there
should be
only one
boss for
every
employee.
Nobody in
the
company
should have
more than 
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one
We use cookies reporting
boss.
We use cookies to personalise content andIfads,
it is
to provide social media features and to analyse our
traffic. We also share information about your use of our site with our social media, advertising and
so, it
analytics partners who may combine it with other information that you’ve provided to them or that
they’ve collected from your use of creates a lotYou consent to our cookies if you continue to use
their services.
our website. By clicking “Accept”, you consent to the use of ALL the cookies.
of
Cookie Settings Accept
confusion.

If
functionally
a person
performs
multiple
duties
which fall
under two
or more
department
s, she may
have
functional
reporting to
more than
one bosses,
but her
administrat
ive boss
must be
only one.
This
administrat
ive boss
should be
the one
who may 
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grant her
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ment of
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etc.

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The senior
positions
must be
given to the
persons
with
leadership
and people
skills along
with the
requisite
technical
skills and
relevant
experience.
If the
persons at

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higher
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skills, they
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will
eventually
be
ineffective
in those
supervisory
roles. If
these skills
are not
possessed,
we must try
to develop
the same in
them
through
proper
training
and
coaching.

The
organizatio
n structure
must be
revised as
and when
the
manpower
changes 
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occur
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Notes on
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Marketin
g # 5.
Channels
of
Distributi
on:

A channel
of
distribution
refers to a
path or
route that a
good or
service
takes in
order to
reach the
hands of
the
ultimate
consumer.
In other
words, it is
a chain of
businesses
or
intermediar

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ies through
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good
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ads, to provide social media features and to analyse our
traffic. We also share information about your use of our site with our social media, advertising and
service
analytics partners who may combine it with other information that you’ve provided to them or that
they’ve collected from your use of passes untilYou consent to our cookies if you continue to use
their services.
our website. By clicking “Accept”, you consent to the use of ALL the cookies.
it reaches
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the end
consumer.
Distributio
n channels
in
marketing
are a key
element in
the entire
marketing
strategy. It
helps the
business in
expanding
its reach
and grows
its revenue.

Some
important
definition
s of
channels
of
distributi
on:

A channel
of

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distribution
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marketing
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channels
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distribution
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networks
through
which
producers’
products
flow to the
market. —
Cundiff,
Still and
Govoni

ADVERTISEMENTS:

This is a
route taken
by the title
to the
goods as
they move

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from
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the and ads, to provide social media features and to analyse our
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traffic. We also share information about your use of our site with our social media, advertising and
ultimate
analytics partners who may combine it with other information that you’ve provided to them or that
they’ve collected from your use of consumers
their services. You consent to our cookies if you continue to use
our website. By clicking “Accept”, you consent to the use of ALL the cookies.
or
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industrial
users. —
William J.
Stanton

There are
various
functions
of
distributi
on
channels:

(i) Transfer
of title of
the goods
involved.

(ii) Physical
movement
from the
point of
production
to the point
of
consumptio
n.

(iii) Storage
function. 
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(iv)
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the
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availability,
characteri­-
stics and
price of the
goods in
transit,
inventory
and on
purchase.

(v) Most of
the utilities
of products
are created
by
performing
the
function of
physical
distribution
promptly
and
efficiently.

(vi)
Transaction
al function
like buying
from the

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manufactur
We use cookies er and
selling
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and ads,
traffic. We also share information about your use of our site with our social media, advertising and
the
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they’ve collected from your use of consumer.
their services. You consent to our cookies if you continue to use
our website. By clicking “Accept”, you consent to the use of ALL the cookies.

Cookie Settings Accept (vii)Storing

the goods
and sorting
them into
quantities
desired by
customers.

(viii)
Channels of
distribution
also
conduct
marketing
research
and gather
data on
market
conditions,
expected
sales,
consumer’s
trends,
competition
etc. Thus
giving
valuable
information
to the

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manufactur
We use cookies er.
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traffic. We also share information (ix)
about your use of our site with our social media, advertising and
analytics partners who may combine it with other information that you’ve provided to them or that
they’ve collected from your use of Distributio
their services. You consent to our cookies if you continue to use
our website. By clicking “Accept”, n
you consent to the use of ALL the cookies.
channels
Cookie Settings Accept help in
maintainin
g the price
too. By
stocking
the goods, a
constant
flow of
goods to
the market
is assured.
This
equalizes
the demand
and supply
factors
which
stabilize
prices.

Channels
of
distributi
on are
very
important
for any
firm
because

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of the
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about your use of our site with our social media, advertising and
analytics partners who may combine it with other information that you’ve provided to them or that
they’ve collected from your use of Distributio
their services. You consent to our cookies if you continue to use
our website. By clicking “Accept”, n
you consent toisthe use of ALL the cookies.
channel
Cookie Settings Accept an
important
element of
marketing
mix of a
firm and
other
elements
are closely
related with
interdepen
dence on
the
distribution
channel.
Other
marketing
decisions
like pricing,
promotion
and
physical
distribution
are highly
affected by
this.

(ii) A sound
distribution

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channel
We use cookies enables the
firmand
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cutto provide social media features and to analyse our
traffic. We also share information about your use of our site with our social media, advertising and
down cost
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maximize
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its sales
volume.

(iii) The
cost
involved in
the use of
distribution
channels
adds up
into the
price of the
product
that the
ultimate
customer
has to pay.
Thus it is
important
to choose
the
distribution
channel
wisely.

(iv) A
product or
service is
really

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useful to
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consumer
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traffic. We also share information about your use of our site with our social media, advertising and
only when
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their
our website. By clicking “Accept”, you consent to the use of ALL the cookies.
available at
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the right
time and at
the right
price.
Distributio
n channels
ensure this.

(v) Due to
right
distribution
channels
fluctuations
in the
production
can be
reduced
which
ensures
steady
employmen
t and
proper
budgetary
control.

Notes on
Marketin 
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4/8/23, 3:24 PM Notes on Marketing: Complete Notes, Lecture Notes, Short Notes and Study Notes

g # 6.
We use cookies Direct
Marketin
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traffic. We also share information about your use of our site with our social media, advertising and
analytics partners who may combine g: it with other information that you’ve provided to them or that
they’ve collected from your use of their services. You consent to our cookies if you continue to use
our website. By clicking “Accept”, you consent to the use of ALL the cookies.
Direct
Cookie Settings Accept
marketing
refers to an
element of
marketing
communica
tion that
facilitates
organizatio
ns to reach
their
customers
directly
without any
intermediar
y. This
element of
marketing
communica
tion
involves
sending
direct mails
through the
Internet
and
providing
catalogs
and

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coupons to
We use cookies customers.
We use cookies to personalise content and ads, to provide social media features and to analyse our
traffic. We also share information It also
about your use of our site with our social media, advertising and
analytics partners who may combine it with other information that you’ve provided to them or that
they’ve collected from your use of includes
their services. You consent to our cookies if you continue to use
our website. By clicking “Accept”, telemarketi
you consent to the use of ALL the cookies.

Cookie Settings Accept ng that

requires
calling
customers
through
telephones.
This type of
marketing
does not
necessarily
involve
face-to-face
interaction
with
customers.
Direct
marketing
proves to
be an
extremely
effective
element of
marketing
communica
tion
process
that
practices a
targeted 
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marketing
We use cookies approach to
lureand ads, to provide social media features and to analyse our
We use cookies to personalise content
traffic. We also share information about your use of our site with our social media, advertising and
customers.
analytics partners who may combine it with other information that you’ve provided to them or that
they’ve collected from your use of It helps
their in You consent to our cookies if you continue to use
services.
our website. By clicking “Accept”, you consent to the use of ALL the cookies.
creating
Cookie Settings Accept
valuable
and lasting
relationshi
ps with
customers
in the long
run.

Oriflame
Cosmetics
is one of
the best
examples of
an
organizatio
n practicing
direct
marketing.
The
organizatio
n sells
cosmetic
products all
over the
world (62
countries).
The
customers
of Oriflame 
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themselves
We use cookies act as
consultants
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traffic. We also share information about your use of our site with our social media, advertising and
by taking
analytics partners who may combine it with other information that you’ve provided to them or that
they’ve collected from your use of its
their services. You consent to our cookies if you continue to use
our website. By clicking “Accept”, you consent to the use of ALL the cookies.
membershi
Cookie Settings Accept
p to sell
products to
other
customers
with the
help of a
catalog.

Direct
marketing
is generally
an
unsolicited
practice
and can be
seen as a
nuisance by
people as
they do not
like to be
disturbed
by sales
representat
ives. The
practices of
direct
marketing,
such as
telemarketi 
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ng, e-
We use cookies mailing,
andand
We use cookies to personalise content junk
ads, to provide social media features and to analyse our
traffic. We also share information about your use of our site with our social media, advertising and
mailing are
analytics partners who may combine it with other information that you’ve provided to them or that
they’ve collected from your use of generally
their services. You consent to our cookies if you continue to use
our website. By clicking “Accept”, you consent to the use of ALL the cookies.
not
Cookie Settings Accept
entertained
by
customers.
These
practices
distract the
routine of
customers.
Thus, the
tools of
direct
marketing
need to be
used with
caution.

Significan
ce of
Direct
Marketing
:

Direct
marketing
facilitates
an
organizatio
n to target a
specific

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segment of
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It assists
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traffic. We also share information about your use of our site with our social media, advertising and
the
analytics partners who may combine it with other information that you’ve provided to them or that
they’ve collected from your use of customers
their services. You consent to our cookies if you continue to use
our website. By clicking “Accept”, you consent to the use of ALL the cookies.
in making
Cookie Settings Accept
purchase
decisions
by showing
them
product
demonstrat
ions. An
organizatio
n can
design a
number of
suitable
ways to
serve its
customers
as per their
unique
needs and
make more
efficient
and
effective
marketing
efforts.
Direct
marketing
is a
relatively

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cheaper
We use cookies way to
reach
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ads, to
to provide social media features and to analyse our
traffic. We also share information about your use of our site with our social media, advertising and
a huge
analytics partners who may combine it with other information that you’ve provided to them or that
they’ve collected from your use of number of You consent to our cookies if you continue to use
their services.
our website. By clicking “Accept”, you consent to the use of ALL the cookies.
customers
Cookie Settings Accept
at a
personal
level. Thus,
it helps an
organizatio
n to build a
relationshi
p with
customers.

Advantag
es and
Disadvant
ages of
Direct
Marketing
:

Following
are the
advantage
s of direct
marketing
:

a. Involves
high
conversion
and success

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rate as
We use cookies customers
canand
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traffic. We also share information about your use of our site with our social media, advertising and
approached
analytics partners who may combine it with other information that you’ve provided to them or that
they’ve collected from your use of directly
their services. You consent to our cookies if you continue to use
our website. By clicking “Accept”, you consent to the use of ALL the cookies.

Cookie Settings Accept b. Serves as

a basis for
testing the
chances of
success of
new
products in
the market

c.
Facilitates
rapid
delivery of
products.

Following
are the
disadvant
ages of
direct
marketing
:

a. Evokes
the
resistance
of
customers
when extra
persuasion 
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is used to
We use cookies sell the
products
We use cookies to personalise content and ads, to provide social media features and to analyse our
traffic. We also share information about your use of our site with our social media, advertising and
analytics partners who may combine it with other information that you’ve provided to them or that
they’ve collected from your use of b. Having
their services. You consent to our cookies if you continue to use
our website. By clicking “Accept”, less
you consent
sales to the use of ALL the cookies.
Cookie Settings Accept orientation
and more
customer-
relationshi
p
orientation

c. Pestering
customers
by sending
bulk mails
and making
telemarketi
ng calls.

Notes on
Marketin
g # 7.
Marketin
g
Orientati
ons:

An
orientation,
in the
marketing
context, 
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relates to a
We use cookies perception
or attitude
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traffic. We also share information about your use of our site with our social media, advertising and
a firm holds
analytics partners who may combine it with other information that you’ve provided to them or that
they’ve collected from your use of towards itsYou consent to our cookies if you continue to use
their services.
our website. By clicking “Accept”, you consent to the use of ALL the cookies.
product or
Cookie Settings Accept
service,
essentially
concerning
consumers
and end-
users. The
marketing
orientation
evolved
from earlier
orientation
s namely
the
production
orientation,
the product
orientation
and the
selling
orientation.

Product
Orientatio
n:

The
industrial
revolution
of the 17th 
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century
We use cookies brought
about
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traffic. We also share information about your use of our site with our social media, advertising and
production
analytics partners who may combine it with other information that you’ve provided to them or that
they’ve collected from your use of era, which You consent to our cookies if you continue to use
their services.
our website. By clicking “Accept”, you consent to the use of ALL the cookies.
continued
Cookie Settings Accept
till the late
1920’s. Up
to 1950s
firm
focused on
a
production
orientation
specializes
in
producing
as much as
possible of
a given
product or
service.
Thus, this
signifies a
firm
exploiting
economies
of scale,
until the
minimum
efficient
scale is
reached.


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A
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orientation
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may be
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their services. You consent to our cookies if you continue to use
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when a
Cookie Settings Accept
high
demand for
a product
or service
exists,
coupled
with a good
certainty
that
consumer
tastes do
not rapidly
alter.
Companies
focused on
manufactur
ing
processes
and they
looked for
ways and
means to
produce the
goods
faster,
more
efficiently
and at low

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prices.
We use cookies Product
features
We use cookies to personalise content and ads, to provide social media features and to analyse our
traffic. We also share information about your use of our site with our social media, advertising and
were not
analytics partners who may combine it with other information that you’ve provided to them or that
they’ve collected from your use of given any You consent to our cookies if you continue to use
their services.
our website. By clicking “Accept”, you consent to the use of ALL the cookies.
importance
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because it
was felt
that
customers
were
concerned
only about
the
availability
of the
product,
and not
about its
features.

Sales
Orientatio
n:

The sales
era began
in early
1960s. A
firm
employing
a product
orientation
is primarily
concerned

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with the
We use cookies quality of
its own
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traffic. We also share information about your use of our site with our social media, advertising and
product. A
analytics partners who may combine it with other information that you’ve provided to them or that
they’ve collected from your use of firm wouldYou consent to our cookies if you continue to use
their services.
our website. By clicking “Accept”, you consent to the use of ALL the cookies.
also assume
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that as long
as its
product
was of a
high
standard,
people
would buy
and
consume
the
product.
Manufactur
ers believed
that the
success of
their
business
depended
on
outselling
the
competition
.
Companies
realized the
need for
product

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promotion
We use cookies and
distribution
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traffic. We also share information about your use of our site with our social media, advertising and
. In this
analytics partners who may combine it with other information that you’ve provided to them or that
they’ve collected from your use of era,
their services. You consent to our cookies if you continue to use
our website. By clicking “Accept”, you consent to the use of ALL the cookies.
marketers
Cookie Settings Accept
focused
their efforts
only on
selling their
products to
the
customers.

Companies
realized
that they
could
increase
their
demand by
promotiona
l methods
like
advertising,
product
promotion
etc.

Marketing
Orientatio
n:

1970’s to
present

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day, the
We use cookies marketing
orientation
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traffic. We also share information about your use of our site with our social media, advertising and
is perhaps
analytics partners who may combine it with other information that you’ve provided to them or that
they’ve collected from your use of the
theirmost
services. You consent to our cookies if you continue to use
our website. By clicking “Accept”, you consent to the use of ALL the cookies.
common
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orientation
used in
today’s
marketing.
It involves
supplying
products
and
services
according
to
consumer
tastes.
Marketers
wants to
know their
customers
in better
way, by the
R&D they
develop a
product
attuned to
the
revealed
information
, and then
utilize

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promotion
We use cookies techniques
to ensure
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traffic. We also share information about your use of our site with our social media, advertising and
persons
analytics partners who may combine it with other information that you’ve provided to them or that
they’ve collected from your use of know the You consent to our cookies if you continue to use
their services.
our website. By clicking “Accept”, you consent to the use of ALL the cookies.
product
Cookie Settings Accept
exists.
During the
sales era,
companies
ignored
consumer
wants and
needs. They
focused
simply on
selling their
products.
Critics of
sales era
believed
that
products in
sales era
were sold
without
looking at
consumer
needs and
wants.

At this
stage,
companies
focused on 
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marketing,
We use cookies rather than
on selling;
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traffic. We also share information about your use of our site with our social media, advertising and
they also
analytics partners who may combine it with other information that you’ve provided to them or that
they’ve collected from your use of embraced
their services. You consent to our cookies if you continue to use
our website. By clicking “Accept”, you consent to the use of ALL the cookies.
the concept
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of
coordinated
marketing
manageme
nt, which
was
directed
toward the
twin goals
of customer
orientation
and
profitability
.
Companies
are now
shifting
their focus
towards
customer
relationshi
p, and
began
attempting
to fulfill
customers’
needs
according

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to their
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. and ads, to provide social media features and to analyse our
We use cookies to personalise content
traffic. We also share information about your use of our site with our social media, advertising and
analytics partners who may combine it with other information that you’ve provided to them or that
they’ve collected from your use of their services. You consent to our cookies if you continue to use
our website. By clicking “Accept”, you consent to the use of ALL the cookies.
Notes on
Cookie Settings Accept
Marketin
g # 8.
Marketin
g
Environ
ment:

A
company’s
ability to
develop
and
maintain
successful
transaction
s with its
target
customers
is affected
by
company’s
marketing
environme
nt.
Marketing
environme
nt consists
of the

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forces close
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company
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traffic. We also share information about your use of our site with our social media, advertising and
that affect
analytics partners who may combine it with other information that you’ve provided to them or that
they’ve collected from your use of its
theirability
services.to
You consent to our cookies if you continue to use
our website. By clicking “Accept”, you consent to the use of ALL the cookies.
serve and
Cookie Settings Accept
satisfy its
customers
in the
context of
their needs
and
requiremen
ts.

All firms
must
identify,
analyse and
monitor
external
forces and
assess their
potential
impact on
their goods
and
services.
Although
external
forces are
outside the
marketing
manager’s
control, 
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they must
We use cookies be
considered
We use cookies to personalise content and ads, to provide social media features and to analyse our
traffic. We also share information about your use of our site with our social media, advertising and
together
analytics partners who may combine it with other information that you’ve provided to them or that
they’ve collected from your use of with the You consent to our cookies if you continue to use
their services.
our website. By clicking “Accept”, you consent to the use of ALL the cookies.
variables of
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the
marketing
mix (i.e.,
product,
price and
promotion)
in
developing
marketing
plans and
strategies.
An attempt
has been
made to
study the
impact of
various
kinds of
external
environme
ntal
variables
on the
decisions to
be taken by
marketing
managers.


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The term
We use cookies ‘marketing
environme
We use cookies to personalise content and ads, to provide social media features and to analyse our
traffic. We also share information about your use of our site with our social media, advertising and
nt’ denotes
analytics partners who may combine it with other information that you’ve provided to them or that
they’ve collected from your use of all
theirthe
services. You consent to our cookies if you continue to use
our website. By clicking “Accept”, you consent to the use of ALL the cookies.
external
Cookie Settings Accept
factors and
forces that
affect a
firm’s
ability to
develop
and
maintain
successful
transaction
s and
relationshi
ps with the
target
customers.
Thus,
marketing
environme
nt includes
all forces
that affect
marketing
policies,
decisions
and
operations
of a firm.


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The
We use cookies external
forces
We use cookies to personalise content and ads, to provide social media features and to analyse our
traffic. We also share information about your use of our site with our social media, advertising and
which
analytics partners who may combine it with other information that you’ve provided to them or that
they’ve collected from your use of constitute
their services. You consent to our cookies if you continue to use
our website. By clicking “Accept”, you consent to the use of ALL the cookies.
uncontrolla
Cookie Settings Accept
ble
environme
nt include
(a) micro
factors such
as
suppliers,
customers,
intermediar
ies,
competitors
and general
public; and
(b) macro
factors such
as
demographi
c,
economic,
natural/phy
sical,
technologic
al politico-
legal and
socio-
cultural
factors.


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The
We use cookies internal
environme
We use cookies to personalise content and ads, to provide social media features and to analyse our
traffic. We also share information about your use of our site with our social media, advertising and
nt of a firm
analytics partners who may combine it with other information that you’ve provided to them or that
they’ve collected from your use of which is You consent to our cookies if you continue to use
their services.
our website. By clicking “Accept”, you consent to the use of ALL the cookies.
controllable
Cookie Settings Accept
includes
product
design,
packaging,
pricing,
promotion,
and
distribution
policies of
the firm. As
a matter of
fact, these
forces
constitute
the
marketing
mix of a
firm.

What Is
Marketing
Environm
ent?

“A
company’s
marketing
environme
nt consists

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of the
We use cookies actors and
forces
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traffic. We also share information about your use of our site with our social media, advertising and
outside
analytics partners who may combine it with other information that you’ve provided to them or that
they’ve collected from your use of marketing
their services. You consent to our cookies if you continue to use
our website. By clicking “Accept”, you consent to the use of ALL the cookies.
that affect
Cookie Settings Accept
manageme
nt’s ability
to build
and
maintain
successful
relationshi
ps with
target
customers.”
—Philip
Kolter

A few
examples
of
external
forces
having
influence
on a
business
are as
follows:

(i) Rapid
technologic
al changes
as in

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computer
We use cookies industry—
introductio
We use cookies to personalise content and ads, to provide social media features and to analyse our
traffic. We also share information about your use of our site with our social media, advertising and
n of new
analytics partners who may combine it with other information that you’ve provided to them or that
they’ve collected from your use of models.
their services. You consent to our cookies if you continue to use
our website. By clicking “Accept”, you consent to the use of ALL the cookies.

Cookie Settings Accept (ii)

Changes in
government
economic
policies,
e.g.,
licensing
policy,
import-
export
policy,
taxation
policy, etc.

(iii)
Political
uncertainty
, e.g.,
unstable
government
, change of
finance
minister or
industry
minister of
the nation,
etc.


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(iv) Social
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e.g.,and ads, to provide social media features and to analyse our
We use cookies to personalise content
traffic. We also share information about your use of our site with our social media, advertising and
demand for
analytics partners who may combine it with other information that you’ve provided to them or that
they’ve collected from your use of reservation
their services. You consent to our cookies if you continue to use
our website. By clicking “Accept”, you consent to the use of ALL the cookies.
in jobs for
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minorities
and
women.

(v) Changes
in fashion
and tastes
of
consumers,
e.g.,
preference
for Khadi
garments in
place of
synthetic
garments,
dislike of
oils
containing
unsaturate
d fats.

(vi) Labour
unrest
leading to
industrial
conflicts—
demand for
higher

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wages and
We use cookies bonus,
better
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traffic. We also share information about your use of our site with our social media, advertising and
working
analytics partners who may combine it with other information that you’ve provided to them or that
they’ve collected from your use of conditions,
their services. You consent to our cookies if you continue to use
our website. By clicking “Accept”, you consent to the use of ALL the cookies.
etc.
Cookie Settings Accept

(vii)
Increased
competition
in the
market
with the
entry of
multination
al
corporation
s (MNCs).

Notes on
Marketin
g # 9.
Societal
Marketin
g:

The
philosophy
of
marketing
has been
continuousl
y changing
with the 
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emerging
We use cookies new social
values
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and ads,
traffic. We also share information about your use of our site with our social media, advertising and
trends.
analytics partners who may combine it with other information that you’ve provided to them or that
they’ve collected from your use of Marketing
their services. You consent to our cookies if you continue to use
our website. By clicking “Accept”, you consent to the use of ALL the cookies.
is a societal
Cookie Settings Accept
activity to
meet
consumptio
n needs for
human
welfare and
existence.
The societal
marketing
concept is a
manageme
nt
orientation
that holds
that the key
task of the
organisatio
n is to
determine
the needs,
wants, and
interests of
target
markets
and to
adopt the
organisatio
n for

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delivering
We use cookies the desired
satisfaction
We use cookies to personalise content and ads, to provide social media features and to analyse our
traffic. We also share information about your use of our site with our social media, advertising and
s more
analytics partners who may combine it with other information that you’ve provided to them or that
they’ve collected from your use of effectively
their services. You consent to our cookies if you continue to use
our website. By clicking “Accept”, you consent to the use of ALL the cookies.
and
Cookie Settings Accept
efficiently
than its
competitors
in a way
that
preserves
or enhances
the
consumer’s
and
society’s
wellbeing.

Societal
marketing
manageme
nt
considers
four basic
elements
while
taking
decisions
viz.,
consumer
needs,
consumer
interests,
company 
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4/8/23, 3:24 PM Notes on Marketing: Complete Notes, Lecture Notes, Short Notes and Study Notes

interests
We use cookies and society
interests.
We use cookies to personalise content and ads, to provide social media features and to analyse our
traffic. We also share information about your use of our site with our social media, advertising and
The wave of
analytics partners who may combine it with other information that you’ve provided to them or that
they’ve collected from your use of consumeris
their services. You consent to our cookies if you continue to use
our website. By clicking “Accept”, you consent to the use of ALL the cookies.
m;
Cookie Settings Accept
pioneered
by Ralph
Nader in
the late
1960s,
which aims
at
protecting
the
consumers’
interests
because
they are the
king; has a
strong
impact over
societal
marketing
concept.

In the
social
responsibili
ty era, the
businessma
n should
bear the
social cost
of its 
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antisocial
We use cookies conduct as
quidand
We use cookies to personalise content pro
ads, to provide social media features and to analyse our
traffic. We also share information about your use of our site with our social media, advertising and
quo. The
analytics partners who may combine it with other information that you’ve provided to them or that
they’ve collected from your use of business is You consent to our cookies if you continue to use
their services.
our website. By clicking “Accept”, you consent to the use of ALL the cookies.
compelled
Cookie Settings Accept
to be
socially
responsible
for its own
survival
and growth.
A query
arises why
should
business
markets
bother at
all about
society?
This
enigma can
be judged
by two
arguments,
viz.
argument
of survival
and
argument
of social
cost.

The true
marketing 
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believes,
We use cookies consumer is
pivotal
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and ads,
traffic. We also share information about your use of our site with our social media, advertising and
does not
analytics partners who may combine it with other information that you’ve provided to them or that
they’ve collected from your use of ask, ‘what You consent to our cookies if you continue to use
their services.
our website. By clicking “Accept”, you consent to the use of ALL the cookies.
do we want
Cookie Settings Accept
to sell?’ but
asks ‘what
does the
consumer
what to
buy?’ The
modern
concept
supports to
provide
high
customer
welfare and
satisfaction
. This
includes
satisfying
the
personal
consumer
needs and
considering
social good
and
environme
nt.

The
product is 
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not only an
We use cookies item of
purchase
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traffic. We also share information about your use of our site with our social media, advertising and
and sell but
analytics partners who may combine it with other information that you’ve provided to them or that
they’ve collected from your use of also affectsYou consent to our cookies if you continue to use
their services.
our website. By clicking “Accept”, you consent to the use of ALL the cookies.
the whole
Cookie Settings Accept
society. If
we consider
the same
example of
Pillsbury
Company
U.S.A., it
has
changed its
goal. Now
Pillsbury is
emphasisin
g the
national
value of its
product.
Social
marketing
is new
sense of
social
responsibili
ty for
everyday
business
activity.


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Notes on
We use cookies Marketin
g #and
We use cookies to personalise content 10.ads, to provide social media features and to analyse our
traffic. We also share information about your use of our site with our social media, advertising and
analytics partners who may combine Marketin
it with other information that you’ve provided to them or that
they’ve collected from your use of their services. You consent to our cookies if you continue to use
our website. By clicking “Accept”, g Mix:
you consent to the use of ALL the cookies.

Cookie Settings Accept

Marketing
mix is the
combinatio
n to various
elements
which are
available at
the disposal
of a
marketer, it
consist of
essential
variable
factors
which
influence
success of
marketing.
Marketing
variables
are
changing
with the
expectation
, need and
desire of
customers,
increasing

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competition
We use cookies in market
andand ads, to provide social media features and to analyse our
We use cookies to personalise content
traffic. We also share information about your use of our site with our social media, advertising and
consumer
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also impact
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on
marketing
mix
strategies.

Marketing
mix is the
set of
marketing
tools that
the firm
uses to
pursue its
marketing
objectives
in the
target
market.
Marketing
mix
decisions
must be
made to
influence
the trade
channels as
well as the
final
consumers. 
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Marketing
We use cookies mix
elements
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traffic. We also share information about your use of our site with our social media, advertising and
remain in
analytics partners who may combine it with other information that you’ve provided to them or that
they’ve collected from your use of control of aYou consent to our cookies if you continue to use
their services.
our website. By clicking “Accept”, you consent to the use of ALL the cookies.
business
Cookie Settings Accept
firm,
marketers
can make
changes
according
to change
in business
environme
nt and
marketing
policy of a
firm.

According
to
American
marketing
association
“A
marketing
mix is
nothing but
a judicious
blending of
the various
ingredients
available at
the disposal

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of a
We use cookies marketer”.
We use cookies to personalise content and ads, to provide social media features and to analyse our
traffic. We also share information In theyour
about early
use of our site with our social media, advertising and
analytics partners who may combine it with other information that you’ve provided to them or that
they’ve collected from your use of 1960s,
their services. You consent to our cookies if you continue to use
our website. By clicking “Accept”, Professor
you consent to the use of ALL the cookies.

Cookie Settings Accept Neil Borden

at Harvard
Business
School
identified a
number of
company
performanc
e actions
that can
influence
the
consumer
decision to
purchase
goods or
services.
Borden
suggested
that all
those
actions of
the
company
represented
a
“Marketing
Mix”.
Professor 
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E. Jerome
We use cookies McCarthy,
at the
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Michigan
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University
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in the early
1960s,
suggested
that the
Marketing
mix
contained 4
elements—
product,
price, place
and
promotion.

Product:

The
product
aspects of
marketing
deal with
the
specificatio
ns of the
actual
goods or
services
and how it
relates to
the end-

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user’s
We use cookies needs and
wants.
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and ads,
traffic. We also share information about your use of our site with our social media, advertising and
scope of a
analytics partners who may combine it with other information that you’ve provided to them or that
they’ve collected from your use of product
their services. You consent to our cookies if you continue to use
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generally
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includes
supporting
elements
such as
warranties,
guarantees,
and
support.

Pricing:

This refers
to the
process of
setting a
price for a
product,
including
discounts.
The price
need not be
monetary;
it can
simply be
what is
exchanged
for the
product or
services,

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e.g. time,
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attention.
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traffic. We also share information about your use of our site with our social media, advertising and
Methods of
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our website. By clicking “Accept”, you consent to the use of ALL the cookies.
prices
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optimally
are in the
domain of
pricing
science.

Place (or
Distributi
on):

This refers
to how the
product
gets to the
customer;
for
example,
point-of-
sale
placement
or retailing.
This third P
has also
sometimes
been called
Place,
referring to
the channel
by which a

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product or
We use cookies service is
soldand
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ads, to provide social media features and to analyse our
traffic. We also share information about your use of our site with our social media, advertising and
online vs.
analytics partners who may combine it with other information that you’ve provided to them or that
they’ve collected from your use of retail),
their services. You consent to our cookies if you continue to use
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which
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geographic
region or
industry, to
which
segment
(young
adults,
families,
business
people),
etc. also
referring to
how the
environme
nt in which
the product
is sold in
can affect
sales.

Promotio
n:

This
includes
advertising,
sales
promotion,
promotiona

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l education,
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andand ads, to provide social media features and to analyse our
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traffic. We also share information about your use of our site with our social media, advertising and
personal
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Branding
Cookie Settings Accept
refers to
the various
methods of
promoting
the
product,
brand, or
company.

These four
elements
are often
referred to
as the
marketing
mix, which
a marketer
can use to
craft a
marketing
plan – The
four Ps
model is
most useful
when
marketing
low value
consumer
products. 
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Industrial
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products
Cookie Settings Accept
require
adjustment
s to this
model.

Price:

(i) List
price

(ii)
Discounts

(iii)
Allowances

(iv)
Payment
period

(v) Credit
terms

Promotio
n:

(i) Sales
promotion

(ii)
Advertising

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(iii) Sales
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(v) Direct
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marketing

Place:

(i)
Channels

(ii)
Coverage

(iii)
Assortment
s

(iv)
Locations

(v)
Inventory

(vi)
Transport

Product:

(i) Product
variety

(ii) Quality

(iii) Design

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(iv)
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(vi)
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Packaging

(vii) Sizes

(viii)
Services

(ix)
Warranties

(x) Returns

In order
to
recognize
the
different
aspects of
selling
services,
as
opposed
to
Products,
a further
three Ps
were
added to
make a
range of 
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Seven Ps
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Cookie Settings Accept i. Process—

the way, in
which
orders are
handled,
customers
are
satisfied
and the
service is
delivered.

ii. Physical
Evidence—
is tangible
evidence of
the service
customers
will receive
(for
example, a
holiday
brochure).

iii. People—
the people
meeting
and dealing


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with the
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their services.
our website. By clicking “Accept”, you consent to the use of ALL the cookies.
Marketin
Cookie Settings Accept
g # 11.
Product:

The
product is
the most
tangible
and
important
single
component
of the
marketing
programme
. Product is
the vehicle
by which a
company
provides
consumer
satisfaction
. It is the
engine that
pulls the
rest of the
marketing
programme
. The

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product
We use cookies may be
goods,
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and ads,
traffic. We also share information about your use of our site with our social media, advertising and
service, a
analytics partners who may combine it with other information that you’ve provided to them or that
they’ve collected from your use of goods plus You consent to our cookies if you continue to use
their services.
our website. By clicking “Accept”, you consent to the use of ALL the cookies.
service, or
Cookie Settings Accept
just an
idea. A
product is
all things
offered to a
market.

Those
things
include
physical
objects,
design,
brand,
package,
label, price,
services,
supportive
literature,
amenities,
and
satisfaction
, not only
from
physical
product
and
services
offered but 
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also from
We use cookies ideas,
personalitie
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traffic. We also share information about your use of our site with our social media, advertising and
s and
analytics partners who may combine it with other information that you’ve provided to them or that
they’ve collected from your use of organisatio
their services. You consent to our cookies if you continue to use
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ns. In
Cookie Settings Accept
short, a
product is
the sum
total of
physical,
economic,
social and
psychologic
al benefits.

Marketers
must define
their
market in
terms of
product
functions —
what the
customer
expects
from the
product.
Buyers are
not
interested
in the
compositio
n of a
product. 
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They are
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onlyand
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traffic. We also share information about your use of our site with our social media, advertising and
what the
analytics partners who may combine it with other information that you’ve provided to them or that
they’ve collected from your use of product
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does, what
Cookie Settings Accept
the product
means to
them and to
what extent
it satisfies
their social
and
psychologic
al needs.
The needs
will vary
between
one
customer
category
and
another.
The needs
and
expectation
s are also
changing.

A product
is any
tangible
offering
that might
satisfy the 
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need or
We use cookies aspiration
of aand ads, to provide social media features and to analyse our
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traffic. We also share information about your use of our site with our social media, advertising and
consumer.
analytics partners who may combine it with other information that you’ve provided to them or that
they’ve collected from your use of A product
their services. You consent to our cookies if you continue to use
our website. By clicking “Accept”, you consent to the use of ALL the cookies.
is a set of
Cookie Settings Accept
attributes
assembled
in an
identifiable
form. There
are three
attributes
for a
product-
(a) Any
product
should have
a physical
form, (b) it
should offer
some utility
to serve the
purpose,
and (c) it
should give
satisfaction
to the
customer.
Example-
Ball-point
pen, shape
of the pen
serves as a

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physical
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inside
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traffic. We also share information about your use of our site with our social media, advertising and
pen serves
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their utility,You consent to our cookies if you continue to use
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and smooth
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writing
leads to
consumer
satisfaction
.

A
manufactur
er of
cosmetics
said- “In
the factory
we make
mascara
and skin
cleaner, but
in the store
we sell
hope and
beauty.”
Toothpaste
may be a
product to
the
producer.
To the
consumer it
means
whiter and 
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cleaner
We use cookies teeth,
pleasant
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traffic. We also share information about your use of our site with our social media, advertising and
taste, fewer
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our website. By clicking “Accept”, you consent to the use of ALL the cookies.
stronger
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gums and
sweet-
smelling
breath.

The
consumer
buys these
hopes and
expectation
s, and not
the
toothpaste.
These
expectation
s of benefits
are called
market
offerings
and they
act as the
selling
points of a
product. If
the
performanc
e of the
product is
on par with 
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expectation
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customer
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will be
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our website. By clicking “Accept”, you consent to the use of ALL the cookies.
and the
Cookie Settings Accept
seller’s
mission is
fulfilled.

What
marketers
are selling
in a
product is
the capacity
and
competence
of the
product to
offer
expected
use,
performanc
e and
satisfaction
. The
concept of
product as
a bundle of
utilities,
satisfaction
, and
benefits
cannot be 
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overstresse
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our website. By clicking “Accept”, you consent to the use of ALL the cookies.
Marketin
Cookie Settings Accept
g # 12.
Retail
Audit:

Audit
means
verification
or
checking.
Retail audit
means
verification
or checking
performanc
e of a retail
organisatio
n.

Retail Audit
can be
defined as
systematic
examinatio
n and
evaluation
of firms
retailing
efforts it is
investigatio 
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n of
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objectives,
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traffic. We also share information about your use of our site with our social media, advertising and
strategy
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they’ve collected from your use of implementa
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tion and
Cookie Settings Accept
organisatio
n.

Such audit
may be
undertaken
by a
company
audit
specialist or
be a
company
department
manager or
outside
auditor.

Retail audit
reviews
basically a
firm’s
strategy
and its
operations
to identify
its areas of
strength
and
neatness.

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There are
We use cookies basically
twoand
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traffic. We also share information about your use of our site with our social media, advertising and
of audit:
analytics partners who may combine it with other information that you’ve provided to them or that
they’ve collected from your use of their services. You consent to our cookies if you continue to use
our website. By clicking “Accept”, (a)
you consent to the use of ALL the cookies.

Cookie Settings Accept Horizontal.

(b) Vertical.

A
Horizontal
retail audit
undertakes
evaluation
of overall
performanc
e that is
organisatio
ns, goals,
customer
satisfaction
, retail
marketing
mix and its
implementa
tion.

A Vertical
audit
analyses
firms
performanc
e in one
specific
area e.g. 
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Customer
We use cookies service,
Merchandis
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e
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interior
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display etc.

Whereas
Vertical
audit
concentrate
s in one
area
Horizontal
audit
undertakes
evaluation
of
functioning
performanc
e of entire
retail
operation.
The
purpose of
such audit
is to find
out
limitations
in
functioning
of retail
operations
and 
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suggests
We use cookies necessary
remedies
We use cookies to personalise content and ads, to provide social media features and to analyse our
traffic. We also share information about your use of our site with our social media, advertising and
for its
analytics partners who may combine it with other information that you’ve provided to them or that
they’ve collected from your use of improved
their services. You consent to our cookies if you continue to use
our website. By clicking “Accept”, you consent to the use of ALL the cookies.
performanc
Cookie Settings Accept
e.

Retail audit
provides
gather
information
on a brands
sales
volume,
sales
trends,
stock level
effectivenes
s of in-store
display and
promotion
efforts and
other
associated
aspects.

Retail audit
also called
store audit.
The
measureme
nt of
products
sales in a

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store for a
We use cookies time. It
verifies
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traffic. We also share information about your use of our site with our social media, advertising and
movement
analytics partners who may combine it with other information that you’ve provided to them or that
they’ve collected from your use of of a services. You consent to our cookies if you continue to use
their
our website. By clicking “Accept”, you consent to the use of ALL the cookies.
product.
Cookie Settings Accept
What
factors
influence
movement
of a
product,
like price,
advertisem
ent, the
salesman,
visual
display etc.
Retail Audit
helps to
evaluate
existing
marketing
programme
. If the
present
marketing
tactics are
not yielding
results, it
guides new
strategies.


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Notes on
We use cookies Marketin
g #and
We use cookies to personalise content 13.ads, to provide social media features and to analyse our
traffic. We also share information about your use of our site with our social media, advertising and
analytics partners who may combine Marketin
it with other information that you’ve provided to them or that
they’ve collected from your use of their services. You consent to our cookies if you continue to use
our website. By clicking “Accept”, g Ethics:
you consent to the use of ALL the cookies.

Cookie Settings Accept

Marketing
ethics goes
beyond
legal issues
though the
distinction
between
ethical and
legal issues
often gets
ignored in
decision
making.
Ethics are
standards
of moral
conduct. To
act in an
ethical
fashion is
to conform
to an
accepted
standard of
moral
behaviour.


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It is easy to
We use cookies be ethical
when
We use cookies to personalise content andno
ads, to provide social media features and to analyse our
traffic. We also share information about your use of our site with our social media, advertising and
hardship is
analytics partners who may combine it with other information that you’ve provided to them or that
they’ve collected from your use of involved—
their services. You consent to our cookies if you continue to use
our website. By clicking “Accept”, you consent to the use of ALL the cookies.
when a
Cookie Settings Accept
person is
winning
and life is
going well.
The test
comes
when
things are
not going
well —when
pressures
build.
These
pressures
arise in all
walks of
life, and
marketing
is no
exception.

Marketing
executives
face the
challenge of
balancing
their own
best
interests in 
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the form of
We use cookies recognition,
payand
We use cookies to personalise content andads, to provide social media features and to analyse our
traffic. We also share information about your use of our site with our social media, advertising and
promotion,
analytics partners who may combine it with other information that you’ve provided to them or that
they’ve collected from your use of with the You consent to our cookies if you continue to use
their services.
our website. By clicking “Accept”, you consent to the use of ALL the cookies.
best
Cookie Settings Accept
interests of
consumers,
their
organisatio
ns, and
society into
a workable
guide for
their daily
activities.
In any
situation
they must
be able to
distinguish
what is
ethical
from what
is unethical
and act
accordingly
, regardless
of the
possible
consequenc
es.

An ethical
issue in 
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marketing
We use cookies arises
whenever
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consumers
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their services. You consent to our cookies if you continue to use
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manipulate
Cookie Settings Accept
d or
cheated.

Main
ethical
issues in
marketing
are given
below:

(i) Product
issues –
Failure to
disclose
risks
associated
with the
product,
use of
inferior
materials
or
component
s to reduce
costs.

(ii) Price
issues –
Price fixing,

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predatory
We use cookies pricing
failure
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and ads,
traffic. We also share information about your use of our site with our social media, advertising and
disclose the
analytics partners who may combine it with other information that you’ve provided to them or that
they’ve collected from your use of full
their price
services. You consent to our cookies if you continue to use
our website. By clicking “Accept”, you consent to the use of ALL the cookies.
associated
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with a
product.

(iii)
Promotion
issues –
False and
misleading
advertising,
deceptive
or
manipulati
ve sales
promotion,
use of
bribery in
personal
selling.

(iv)
Distributio
n issues –
Manipulati
ng
suppliers to
distributors
, coercing
middle
men.

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Methods
We use cookies to Create
Ethical
We use cookies to personalise content and ads, to provide social media features and to analyse our
traffic. We also share information about your use of our site with our social media, advertising and
Relations
analytics partners who may combine it with other information that you’ve provided to them or that
they’ve collected from your use of hips in You consent to our cookies if you continue to use
their services.
our website. By clicking “Accept”, you consent to the use of ALL the cookies.
Marketing
Cookie Settings Accept
:

(i) Listen
and learn –
Recognize
the
problems
that
confront
your
company,
team or
unit. Do not
argue,
criticize or
defend
yourselves,
keep
listening
and
reviewing
until you
are sure
that you
understand
others.

(ii) Identify
the ethical

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issues –
We use cookies Examine
howand
We use cookies to personalise content the co-
ads, to provide social media features and to analyse our
traffic. We also share information about your use of our site with our social media, advertising and
workers
analytics partners who may combine it with other information that you’ve provided to them or that
they’ve collected from your use of and
their services. You consent to our cookies if you continue to use
our website. By clicking “Accept”, you consent to the use of ALL the cookies.
consumers
Cookie Settings Accept
are affected
by the
situation or
decision at
hand.
Examine
how you
feel about
the
situation
and
understand
the view
point of
those who
are
involved in
the decision
or the
consequenc
es of the
decision.

(iii) Create
and analyze
options –
Try to put
aside

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strong
We use cookies feelings.
We use cookies to personalise content and ads, to provide social media features and to analyse our
traffic. We also share information Marketing
about your use of our site with our social media, advertising and
analytics partners who may combine it with other information that you’ve provided to them or that
they’ve collected from your use of is Highly
their services. You consent to our cookies if you continue to use
our website. By clicking “Accept”, Influentia
you consent to the use of ALL the cookies.

Cookie Settings Accept l in

Nature:

If used
unwisely,
it can
have
harmful
implicatio
ns like:

(i)
Marketers
can take
undue
advantage
of
vulnerable
groups such
as children.
They can
take
advantage
of
impulsive
or less
sophisticate
d buyers
specially

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the elderly
We use cookies by hiding
the and ads, to provide social media features and to analyse our
We use cookies to personalise content
traffic. We also share information about your use of our site with our social media, advertising and
information
analytics partners who may combine it with other information that you’ve provided to them or that
they’ve collected from your use of or byservices. You consent to our cookies if you continue to use
their
our website. By clicking “Accept”, you consent to the use of ALL the cookies.
making
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false
promises.

(ii) They
can sell
outdated or
useless
products to
inner-city
rural
people due
to lack of
knowledge.

(iii) They
can
promote
potentially
harmful
products,
e.g., Baby
food
products
are
generally
accused of
adding
sugar in the
powder

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since they
We use cookies know that
generally
We use cookies to personalise content and ads, to provide social media features and to analyse our
traffic. We also share information about your use of our site with our social media, advertising and
mothers are
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they’ve collected from your use of used to
their services. You consent to our cookies if you continue to use
our website. By clicking “Accept”, you consent to the use of ALL the cookies.
tasting the
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food
although it
is not
necessary
for the
baby.

(iv)
Invasion of
privacy-
Almost
every time
a consumer
orders a
product by
mail or
telephone,
his name,
address and
telephone
number is
added to
the
company’s
database.
This
information
is generally
used for 
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further sale
We use cookies and can
alsoand
We use cookies to personalise content beads,
soldto provide social media features and to analyse our
traffic. We also share information about your use of our site with our social media, advertising and
to other
analytics partners who may combine it with other information that you’ve provided to them or that
they’ve collected from your use of companies.
their services. You consent to our cookies if you continue to use
our website. By clicking “Accept”, you consent to the use of ALL the cookies.

Cookie Settings Accept (v)

Irritation-
Direct
marketing
or tele-
marketing
generally
irritates
people who
are not
interested
in the
product.

Thus a
marketer
must take
care of all
of the
above
problems
arising out
of his deeds
and should
act
ethically.


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Notes on
We use cookies Marketin
g #and
We use cookies to personalise content 14.ads, to provide social media features and to analyse our
traffic. We also share information about your use of our site with our social media, advertising and
analytics partners who may combine Internati
it with other information that you’ve provided to them or that
they’ve collected from your use of their services. You consent to our cookies if you continue to use
our website. By clicking “Accept”, onal
you consent to the use of ALL the cookies.

Cookie Settings Accept Marketin

g
Channels
:

Internation
al
marketing
channels,
also called
world
market
penetration
policies,
could be
defined as
those
different
company
structures
that
perform or
facilitate,
totally or
partially,
the
undertakin
gs implied
by the 
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internation
We use cookies alization of
a company.
We use cookies to personalise content and ads, to provide social media features and to analyse our
traffic. We also share information about your use of our site with our social media, advertising and
analytics partners who may combine it with other information that you’ve provided to them or that
they’ve collected from your use of A company
their services. You consent to our cookies if you continue to use
our website. By clicking “Accept”, internation
you consent to the use of ALL the cookies.

Cookie Settings Accept alization

implies a
gradual and
constant
assumption
of
commitmen
ts of
different
kinds
(financial,
human,
productive,
among
others),
which
allows a
progressive
connection
with
external
markets,
and which
promotes
the
generation
of
commercial
agreements 
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in the
We use cookies medium
andand
We use cookies to personalise content long
ads, to provide social media features and to analyse our
traffic. We also share information about your use of our site with our social media, advertising and
term. The
analytics partners who may combine it with other information that you’ve provided to them or that
they’ve collected from your use of concept of You consent to our cookies if you continue to use
their services.
our website. By clicking “Accept”, you consent to the use of ALL the cookies.
internation
Cookie Settings Accept
alization
can be
thought of
from the
exporting
as well as
from the
importing
operation
point of
view.

Selection
of
Internatio
nal
Marketing
Channels:

A small and
medium-
sized
organizatio
n
entreprene
ur who
wants to
have access
to

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internation
We use cookies al markets
withand
We use cookies to personalise content his orto provide social media features and to analyse our
ads,
traffic. We also share information about your use of our site with our social media, advertising and
her product
analytics partners who may combine it with other information that you’ve provided to them or that
they’ve collected from your use of has
their to knowYou consent to our cookies if you continue to use
services.
our website. By clicking “Accept”, you consent to the use of ALL the cookies.
that there is
Cookie Settings Accept
not only
one
standardize
d way to
gain access.
There are
different
factors that
should be
assessed in
order to
enter a
product in
the global
markets,
which will
directly
affect the
selection of
the access
channel.

Among
the most
important
there are:

i. Kind of
product

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commercial
We use cookies ized in the
internal
We use cookies to personalise content and ads, to provide social media features and to analyse our
traffic. We also share information about your use of our site with our social media, advertising and
market
analytics partners who may combine it with other information that you’ve provided to them or that
they’ve collected from your use of (differentia
their services. You consent to our cookies if you continue to use
our website. By clicking “Accept”, you consent to the use of ALL the cookies.
ted or
Cookie Settings Accept
undifferenti
ated
product,
industrial
or for
ultimate
consumers,
etc.).

ii. Market
knowledge
degree the
company
that wants
to have
access to
the world
market
possesses
(in some
cases, it is
even
unknown
which the
most
convenient
market for
a product
is). 
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iii. Level of
We use cookies knowledge
of the
We use cookies to personalise content and ads, to provide social media features and to analyse our
traffic. We also share information about your use of our site with our social media, advertising and
different
analytics partners who may combine it with other information that you’ve provided to them or that
they’ve collected from your use of aspects of You consent to our cookies if you continue to use
their services.
our website. By clicking “Accept”, you consent to the use of ALL the cookies.
internation
Cookie Settings Accept
al
marketing-
export
operations,
manageme
nt of
internation
al
commercial
documents
and means
of payment,
insurance
and
carriage
hiring, and
detection of
business
opportuniti
es.

iv.
Competitiv
e
environme
nt features
of the
destination
market. 
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That is,
We use cookies how
concentrate
We use cookies to personalise content and ads, to provide social media features and to analyse our
traffic. We also share information about your use of our site with our social media, advertising and
d
analytics partners who may combine it with other information that you’ve provided to them or that
they’ve collected from your use of competition
their services. You consent to our cookies if you continue to use
our website. By clicking “Accept”, you consent to the use of ALL the cookies.
is, what the
Cookie Settings Accept
number of
competitors
is, and what
their
distribution
participatio
n in the
market is.

v. The
existence of
strong tariff
(taxation
on imports)
or
paratariff
barriers
(quota for
imports;
bureaucrati
c, customs,
packing,
commercial
documentat
ion and
quality
regulations
), that
hinder 
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access to
We use cookies the market
through
We use cookies to personalise content and ads, to provide social media features and to analyse our
traffic. We also share information about your use of our site with our social media, advertising and
exportation
analytics partners who may combine it with other information that you’ve provided to them or that
they’ve collected from your use of .their services. You consent to our cookies if you continue to use
our website. By clicking “Accept”, you consent to the use of ALL the cookies.

Cookie Settings Accept vi. Market

size and its
features-
Market
size, as well
as its
cultural,
political
and
economic
features
that make it
different
from the
market of
origin, will
have to be
analyzed.

vii. The
degree of
risk (closely
related to
the levels of
income
yield
capacity
that each
operation

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may
We use cookies render) the
company
We use cookies to personalise content and ads,is
to provide social media features and to analyse our
traffic. We also share information about your use of our site with our social media, advertising and
willing to
analytics partners who may combine it with other information that you’ve provided to them or that
they’ve collected from your use of accept in You consent to our cookies if you continue to use
their services.
our website. By clicking “Accept”, you consent to the use of ALL the cookies.
internation
Cookie Settings Accept
alization.
There are
channels
like direct
investment
or product
manufactur
ing in the
destination
market,
which carry
a higher
risk for the
operator
that enters
internation
al markets.
However,
other
channels
such as
trading
companies
that buy the
product
directly to
the
manufactur

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er in order
We use cookies to export it
later
We use cookies to personalise content atads, to provide social media features and to analyse our
and
traffic. We also share information about your use of our site with our social media, advertising and
their own
analytics partners who may combine it with other information that you’ve provided to them or that
they’ve collected from your use of risk,
their services. You consent to our cookies if you continue to use
our website. By clicking “Accept”, you consent to the use of ALL the cookies.
represent
Cookie Settings Accept
less risk for
entreprene
urs.

viii.
Number of
resources
(financial,
human,
productive,
etc.) that
the
company
devotes to
internation
al activity.

ix. Degree
of control
that the
organizatio
n wants to
keep over
the
internation
al
marketing
process.


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x.
We use cookies Internation
alization
We use cookies to personalise content and ads, to provide social media features and to analyse our
traffic. We also share information about your use of our site with our social media, advertising and
stage of the
analytics partners who may combine it with other information that you’ve provided to them or that
they’ve collected from your use of company.
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Notes on
Marketin
g # 15.
Virtual
Marketin
g:

The
World-
Net and
Electronic
Marketing
:

The
developme
nt of new
digital or
virtual
channels
gives rise to
new
business
models
called
“virtual
businesses”
. One of 
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main
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the and
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traffic. We also share information about your use of our site with our social media, advertising and
is the
analytics partners who may combine it with other information that you’ve provided to them or that
they’ve collected from your use of hypertext.
their services. You consent to our cookies if you continue to use
our website. By clicking “Accept”, you consent to the use of ALL the cookies.
It allows to
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move from
one datum
to another
in non-
synchronic
jumps,
simultaneo
usly and
multimedia
lly,
generating
a great
variety of
text, image,
and sound
links in a
server-
client
relationshi
p.

Virtual
marketing
is based on
the
structure
developed
by Internet
an 
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information
We use cookies highway.
Internet
We use cookies to personalise content isto provide social media features and to analyse our
and ads,
traffic. We also share information about your use of our site with our social media, advertising and
part of the
analytics partners who may combine it with other information that you’ve provided to them or that
they’ve collected from your use of www
their services. You consent to our cookies if you continue to use
our website. By clicking “Accept”, you consent to the use of ALL the cookies.
(World
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Wide Web),
which
expands as
a world-
net, linking
every sector
of the
planet
through
information
highways.

Electronic
trade, in
the strict
sense, can
be
assimilated
to the
business
and
information
exchange
developed
through the
net, but, in
a wider
sense, it
includes 
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other ways
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electronic
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marketing
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teller
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machines,
electronic
machines,
etc.) so, it
originated
before
Internet
trade.

The
European
Union
includes
those
transaction
s and
businesses
in which
information
or
communica
tion
technologie
s are used
in
electronic
trade. The
following
words, 
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related to
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commercial
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channels,
analytics partners who may combine it with other information that you’ve provided to them or that
they’ve collected from your use of are
theirgoing
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be
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considered
as
synonyms
in order to
simplify
criteria for
the
developme
nt of this
topic-
electronic
trade, e-
commerce,
virtual
marketing,
and digital
marketing.

Main
Features
of
Electronic
Marketing
:

Electronic
trade is
based on
the

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developme
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that can be
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visited by
any
potential
consumer
of the
global
market,
and on the
manageme
nt of
electronic
trade or e-
mail (in the
last case, a
more
limited
electronic
trade).

Electronic
trade
implies,
among
other
issues:

i. The
existence of
adequate

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hardware
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modems,
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physical
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infrastructu
re to
develop the
virtual
platform.

ii.
Advanced
Controllabl
e Variables
of the
Commercia
l Mix 277

iii. Software
adequate to
develop the
different
virtual
processes
efficiently
(treatment
of graphs,
data filing,
etc.).

iv. Virtual
space
where the

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page will be
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our website. By clicking “Accept”, you consent to the use of ALL the cookies.
an Internet
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provider
(ISP or
Internet
Service
Provider).
Those
services
may be
varied and
include-
page
design,
surfing
service,
technical
support
and
maintenanc
e, site
content
updating.
This may
vary
according
to the space
granted to
the page,
number of

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mail boxes
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maximum
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update the
site, hours
of surfing,
speed
connection,
among
other
variables.

v. Virtual
commercial
approach
complemen
tation with
real
complemen
ting service
such as
distribution
and
personal
handing of
the
acquired
products.

Notes on
Marketin 
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g # 16.
We use cookies Marketin
g and ads, to provide social media features and to analyse our
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traffic. We also share information about your use of our site with our social media, advertising and
analytics partners who may combine Informati
it with other information that you’ve provided to them or that
they’ve collected from your use of their services. You consent to our cookies if you continue to use
our website. By clicking “Accept”, on
you consent to the use of ALL the cookies.

Cookie Settings Accept System:

Marketing
information
system
usually
abbreviated
as MkIS, is
the major
tool used by
marketing
manageme
nt for
problems
solving and
decision-
making.
The
concept of
marketing
information
system can
be
understood
easily by
earlier
examinatio
n of three
separate

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words:
We use cookies marketing,
information
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and system.
analytics partners who may combine it with other information that you’ve provided to them or that
they’ve collected from your use of Marketing
their services. You consent to our cookies if you continue to use
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information
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includes all
the facts,
estimates
and
opinions
etc.

That affect
the quality
of decisions
for firm’s
survival
and growth.
Marketing
information
system is
an
interacting,
continuing,
future-
oriented
structure of
people,
equipment
and
procedures
designed to
generate
and process 
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an
We use cookies information
flowand
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aidto provide social media features and to analyse our
traffic. We also share information about your use of our site with our social media, advertising and
managerial
analytics partners who may combine it with other information that you’ve provided to them or that
they’ve collected from your use of decision-
their services. You consent to our cookies if you continue to use
our website. By clicking “Accept”, you consent to the use of ALL the cookies.
making in a
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company’s
marketing
programme
.

According
to Philip
Kotler, “A
marketing
information
system is a
continuing
and
interacting
structure of
people,
equipment
and
procedures
designed to
gather,
sort,
analyse,
evaluate
and
distribute
pertinent,
timely and
accurate 
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information
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marketing
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traffic. We also share information about your use of our site with our social media, advertising and
decision
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they’ve collected from your use of makers to You consent to our cookies if you continue to use
their services.
our website. By clicking “Accept”, you consent to the use of ALL the cookies.
improve
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their
marketing
planning,
execution
and
control”.

Marketing
information
system is a
systematise
d method
for
providing
information
flow on a
regular
basis – the
right
information
, for the
people, at
the right
time. MkIS
is a very
broad term.
Even it
includes
such 
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diverse
We use cookies elements
such
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and
traffic. We also share information about your use of our site with our social media, advertising and
weather
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their services.
our website. By clicking “Accept”, you consent to the use of ALL the cookies.
forecasts
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which may
affect the
agricultural
commodity
prices.

After the
problem
definition,
the
marketing
information
are
collected
through
internal or
external
sources.
The
collected
data are
carefully
interpreted
and used.
Finding the
conclusive
truth from
data
analysis 
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highly
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the and ads, to provide social media features and to analyse our
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traffic. We also share information about your use of our site with our social media, advertising and
dynamic
analytics partners who may combine it with other information that you’ve provided to them or that
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our website. By clicking “Accept”, you consent to the use of ALL the cookies.
capacity
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and
creative,
logical
mind of the
marketer.

After data
interpretati
on, the
marketing
information
must be
communica
ted and
disseminate
d to the
ready
parties.
Effective
manageme
nt not only
makes
systematic
analysis but
also
disseminati
on of that
at different
organisatio 
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nal levels
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be cared.
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The
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making
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authority
must
communica
te his
opinion to
the man of
action’, so
that ‘doing
and
thinking
man’ can be
combined.

A MkIS, to
some
extent,
resembles a
military or
diplomatic
intelligence
operation.
It gathers,
processes
and stores
potentially
useful
information
that
currently, 
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exists in
We use cookies inside or
outside
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and ads,
traffic. We also share information about your use of our site with our social media, advertising and
company.
analytics partners who may combine it with other information that you’ve provided to them or that
they’ve collected from your use of However,
their services. You consent to our cookies if you continue to use
our website. By clicking “Accept”, you consent to the use of ALL the cookies.
in MkIS we
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could not
suggest the
industrial
espionage
or hiring
the
competitors
’ personnel
to say their
secrets.

Frequently
they are
valueless or
counter-
productive.
Moreover,
the
information
a company
needs is
usually
available by
socially
acceptable
means, if
the firm
will just
establish a 
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reasonably
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marketing
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they’ve collected from your use of system.
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Notes on
Marketin
g # 17.
Market
Research
:

The term
market
research
encompass
es a
number of
activities
that are
designed to
connect
marketers
to
consumers
through
information
gathering
and
evaluation.
Market
research

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provides
We use cookies businesses
withand ads, to provide social media features and to analyse our
We use cookies to personalise content
traffic. We also share information about your use of our site with our social media, advertising and
information
analytics partners who may combine it with other information that you’ve provided to them or that
they’ve collected from your use of about theirYou consent to our cookies if you continue to use
their services.
our website. By clicking “Accept”, you consent to the use of ALL the cookies.
customers,
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their
competitors
, and their
overall
industry.

It is
commonly
used to
identify
marketing
problems
and
opportuniti
es, as well
as to
develop
and
evaluate
the
effectivenes
s of
marketing
strategies.
Small
business
owners,
because of
their 
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usually
We use cookies limited
financial
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traffic. We also share information about your use of our site with our social media, advertising and
resources,
analytics partners who may combine it with other information that you’ve provided to them or that
they’ve collected from your use of have a
their services. You consent to our cookies if you continue to use
our website. By clicking “Accept”, you consent to the use of ALL the cookies.
particular
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need for
adequate,
accurate,
and current
information
to aid them
in making
decisions.

Market
research
can help
entreprene
urs
evaluate
the
feasibility
of a start-
up venture
before
investing a
great deal
of time and
capital, For
example- as
well as
assist them
in
effectively 
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marketing
We use cookies their goods
andand ads, to provide social media features and to analyse our
We use cookies to personalise content
traffic. We also share information about your use of our site with our social media, advertising and
services.
analytics partners who may combine it with other information that you’ve provided to them or that
they’ve collected from your use of their services. You consent to our cookies if you continue to use
our website. By clicking “Accept”, Employing
you consent to the use of ALL the cookies.

Cookie Settings Accept such

marketing
strategies
as market
segmentati
on and
product
differentiati
on would
be nearly
impossible
without
first
conducting
market
research.
Market
research is
often
needed to
ensure that
we produce
what
customers
really want
and not
what we
think they
want. 
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Market
We use cookies research
refers
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ads, to provide social media features and to analyse our
traffic. We also share information about your use of our site with our social media, advertising and
organized
analytics partners who may combine it with other information that you’ve provided to them or that
they’ve collected from your use of use
their of
services. You consent to our cookies if you continue to use
our website. By clicking “Accept”, you consent to the use of ALL the cookies.
sample
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surveys,
polls, focus
groups, and
other
techniques
to study
market
characterist
ics (e.g.,
ages and
incomes of
consumers;
consumer
attitudes)
and
improve the
efficiency of
sales and
distribution
.

Developme
nt of new
products,
opening of
new
markets,
measureme
nt of 
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advertising
We use cookies effectivenes
s, and
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traffic. We also share information about your use of our site with our social media, advertising and
knowledge
analytics partners who may combine it with other information that you’ve provided to them or that
they’ve collected from your use of of business
their services. You consent to our cookies if you continue to use
our website. By clicking “Accept”, you consent to the use of ALL the cookies.
competitors
Cookie Settings Accept
are among
its basic
aims.
Developed
in the
United
States in
the early
20th cent.,
the field
expanded
rapidly
after World
War II,
spreading
to Europe
and Japan.

Market
Research is
the
collection
and
analysis of
information
about
consumers,
competitors
and the 
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effectivenes
We use cookies s of
marketing
We use cookies to personalise content and ads, to provide social media features and to analyse our
traffic. We also share information about your use of our site with our social media, advertising and
programs.
analytics partners who may combine it with other information that you’ve provided to them or that
they’ve collected from your use of Small
their services. You consent to our cookies if you continue to use
our website. By clicking “Accept”, you consent to the use of ALL the cookies.
business
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owners use
market
research to
determine
the
feasibility
of a new
business,
test interest
in new
products or
services,
improve
aspects of
their
businesses,
such as
customer
service or
distribution
channels,
and
develop
competitive
strategies.

In other
words,
market 
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research
We use cookies allows
businesses
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that make
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them more
responsive
to
customers’
needs and
increase
profits.
While
market
research is
crucial for
business
startup, it’s
also
essential
for
established
businesses.
It’s
accurate
information
about
customers
and
competitors
that allows
the
developme

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nt of a
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marketing
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traffic. We also share information about your use of our site with our social media, advertising and
plan.
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they’ve collected from your use of their services. You consent to our cookies if you continue to use
our website. By clicking “Accept”, While
you consent
it’s to the use of ALL the cookies.
Cookie Settings Accept common
for
businesses
to hire
market
research
companies
to conduct
market
research for
them, it is
possible for
small
business
owners to
do their
own. For an
explanation
of the
basics of
market
research
and tips on
designing
your own
market
research
surveys and
questionnai 
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res.
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discovery
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methods
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their services.
our website. By clicking “Accept”, you consent to the use of ALL the cookies.
marketing
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decision
making is
known as
market
research.

Market
Research is
a
systematic,
objective
collection
and
analysis of
data about
a particular
target
market,
competition
, and/or
environme
nt. It
always
incorporate
s some
form of
data
collection
whether it 
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be
We use cookies secondary
research
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traffic. We also share information about your use of our site with our social media, advertising and
(often
analytics partners who may combine it with other information that you’ve provided to them or that
they’ve collected from your use of referred to You consent to our cookies if you continue to use
their services.
our website. By clicking “Accept”, you consent to the use of ALL the cookies.
as desk
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research)
or primary
research
which is
collected
direct from
a
respondent.

The
purpose of
any market
research
project is to
achieve an
increased
understand
ing of the
subject
matter.
With
markets
throughout
the world
becoming
increasingl
y more
competitive
, market 
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research is
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agenda
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and ads,
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many
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they’ve collected from your use of organisatio
their services. You consent to our cookies if you continue to use
our website. By clicking “Accept”, you consent to the use of ALL the cookies.
ns, whether
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they be
large or
small.

Market
Research is
broader in
scope and
examines
all aspects
of a
business
environme
nt. It asks
questions
about
competitors
, market
structure,
government
regulations,
economic
trends,
technologic
al
advances,
and
numerous
other 
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factors that
We use cookies make up
the and ads, to provide social media features and to analyse our
We use cookies to personalise content
traffic. We also share information about your use of our site with our social media, advertising and
business
analytics partners who may combine it with other information that you’ve provided to them or that
they’ve collected from your use of environme
their services. You consent to our cookies if you continue to use
our website. By clicking “Accept”, you consent to the use of ALL the cookies.
nt.
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Sometimes
the term
refers more
particularly
to the
financial
analysis of
companies,
industries,
or sectors.
In this case,
financial
analysts
usually
carry out
the
research
and provide
the results
to
investment
advisors
and
potential
investors.

Study of the
requiremen

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ts of
We use cookies specific
markets,
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traffic. We also share information about your use of our site with our social media, advertising and
the
analytics partners who may combine it with other information that you’ve provided to them or that
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our website. By clicking “Accept”, you consent to the use of ALL the cookies.
y of
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products,
and
methods of
developing
and
exploiting
new
markets.
Various
strategies
are used for
market
research-
past sales
may be
projected
forward;
surveys
may be
made of
consumer
attitudes
and
product
preferences
; and new
or altered
products

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may be
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experiment
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ally into
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they’ve collected from your use of designated
their services. You consent to our cookies if you continue to use
our website. By clicking “Accept”, you consent to the use of ALL the cookies.
test-market
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areas.

Formal
market
research
dates back
to the
1920s in
Germany
and the
1930s in
Sweden and
France.
After World
War II, U.S.
firms led in
the use and
refinement
of market-
research
techniques,
which
spread
throughout
much of
Western
Europe and
Japan.

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Gathering,
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traffic. We also share information about your use of our site with our social media, advertising and
interpretin
analytics partners who may combine it with other information that you’ve provided to them or that
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their services. You consent to our cookies if you continue to use
our website. By clicking “Accept”, you consent to the use of ALL the cookies.
concerning
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market
conditions
are known
as Market
Research.

Example-
Market
research
typically
includes a
detailed
data
collection
phase,
whereas
market
analysis
focuses
principally
on
interpretin
g data that
have
already
been
collected.


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Although
We use cookies market
research
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can be
analytics partners who may combine it with other information that you’ve provided to them or that
they’ve collected from your use of costly, it is You consent to our cookies if you continue to use
their services.
our website. By clicking “Accept”, you consent to the use of ALL the cookies.
often even
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more costly
to make
erroneous
decisions
based upon
bad or
inadequate
information
. In fact, an
average
business
spends
between 25
and 50
percent of
its annual
marketing
budget on
research
activities.
Conducting
large-scale
market
research in-
house is not
possible for
many small
businesses,

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since it
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comprehen
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traffic. We also share information about your use of our site with our social media, advertising and
sive
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they’ve collected from your use of understand
their services. You consent to our cookies if you continue to use
our website. By clicking “Accept”, you consent to the use of ALL the cookies.
ing of the
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problem to
be
addressed,
the market,
and the
application
of research
procedures.

But there is
a great deal
of helpful
information
available to
entreprene
urs who
know where
to look, and
there are
many
consultants
,
advertising
firms, and
market
research
specialists
who offer
their 
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services to
We use cookies small
businesses
We use cookies to personalise content and ads, to provide social media features and to analyse our
traffic. We also share information about your use of our site with our social media, advertising and
for a fee.
analytics partners who may combine it with other information that you’ve provided to them or that
they’ve collected from your use of their services. You consent to our cookies if you continue to use
our website. By clicking “Accept”, The
you consent to the use of ALL the cookies.

Cookie Settings Accept information

gathered
through
market
research
can be
divided into
two main
categories-
The first
category-
primary
information
- generally
does not
exist in a
coherent
form before
the
marketer
gathers it in
response to
a particular
question or
problem.
The most
common
methods of
gathering 
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primary
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research
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information
analytics partners who may combine it with other information that you’ve provided to them or that
they’ve collected from your use of are
theirthrough
services. You consent to our cookies if you continue to use
our website. By clicking “Accept”, you consent to the use of ALL the cookies.
direct mail,
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telemarketi
ng, and
personal
interviews.

The other
category-
secondary
information
-has
already
been
compiled
and
organized
by a source
other than
the
marketer.
Rather than
looking at a
specific
marketing
problem
faced by an
individual
company,
secondary
information 
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generally
We use cookies tracks
trends
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traffic. We also share information about your use of our site with our social media, advertising and
within a
analytics partners who may combine it with other information that you’ve provided to them or that
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their services.
our website. By clicking “Accept”, you consent to the use of ALL the cookies.
industry, a
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demographi
c group, or
a
geographic
region.

A great deal
of valuable
secondary
information
is available
to small
business
owners at
little or no
cost. Some
possible
sources of
secondary
market
research
information
include
government
reports,
trade
association
records,
newspaper 
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and
We use cookies magazine
surveys,
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traffic. We also share information about your use of our site with our social media, advertising and
university-
analytics partners who may combine it with other information that you’ve provided to them or that
they’ve collected from your use of sponsored
their services. You consent to our cookies if you continue to use
our website. By clicking “Accept”, you consent to the use of ALL the cookies.
research,
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local
chamber of
commerce
records, on-
line
services,
and
competitors
’ annual
reports.

Market
research
can provide
small
business
owners
with the
information
they need
to answer a
wide range
of
questions,
including:
Who are my
customers?
Where are
they 
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located?
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andand
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traffic. We also share information about your use of our site with our social media, advertising and
often will
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they’ve collected from your use of they buy? You consent to our cookies if you continue to use
their services.
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And what
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product
attributes.d
o they
prefer?
Given the
importance
of market
research –
and its
potential
cost-
experts
recommend
that
businesses
follow a
step-by-
step
approach in
order to
gain the
most
benefits
from their
research
activities.

The first
step in the 
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market
We use cookies research
process
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and ads,
traffic. We also share information about your use of our site with our social media, advertising and
to define
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their services. You consent to our cookies if you continue to use
our website. By clicking “Accept”, you consent to the use of ALL the cookies.
marketing
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problem to
be
addressed.
Next, a
marketer
should
determine
what
information
is needed to
solve the
problem, as
well as
what
sources
should be
used to
acquire the
information
.

Many
businesses
make a
preliminary
investigatio
n at this
early stage
in order to 
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give their
We use cookies definition
of the
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traffic. We also share information about your use of our site with our social media, advertising and
problem
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they’ve collected from your use of more focusYou consent to our cookies if you continue to use
their services.
our website. By clicking “Accept”, you consent to the use of ALL the cookies.
and to
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develop
tentative
answers
that can be
tested
during the
next stage
of the
process.
The third
step
involves
planning
the
research.

This step
includes
selecting
the
techniques
to be used
for
gathering
data and
deciding on
an
appropriate
group, or 
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sample, to
We use cookies be included
in the
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traffic. We also share information about your use of our site with our social media, advertising and
research.
analytics partners who may combine it with other information that you’ve provided to them or that
they’ve collected from your use of Fourth, a You consent to our cookies if you continue to use
their services.
our website. By clicking “Accept”, you consent to the use of ALL the cookies.
marketer
Cookie Settings Accept
actually
gathers the
necessary
data.

The fifth
step
involves
analyzing
and
interpretin
g the
information
that has
been
gathered.
Finally, the
marketer
reaches a
conclusion
about the
marketing
problem
and
translates
the findings
into
changes in
the firm’s 
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overall
We use cookies marketing
strategy.
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traffic. We also share information about your use of our site with our social media, advertising and
analytics partners who may combine it with other information that you’ve provided to them or that
they’ve collected from your use of There are You consent to our cookies if you continue to use
their services.
our website. By clicking “Accept”, three
you consent to the use of ALL the cookies.

Cookie Settings Accept general

types of
market
research
suppliers
that can
assist small
businesses
with one or
more steps
in the
above
process.
Some firms
specialize
in
conducting
overall
market
research
that they
release to a
variety of
clients for a
fee.

This type of
firm
includes

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syndicated
We use cookies services
such
We use cookies to personalise content asads,
and A.C.
to provide social media features and to analyse our
traffic. We also share information about your use of our site with our social media, advertising and
Nielsen and
analytics partners who may combine it with other information that you’ve provided to them or that
they’ve collected from your use of Company,
their services. You consent to our cookies if you continue to use
our website. By clicking “Accept”, you consent to the use of ALL the cookies.
which
Cookie Settings Accept
provides
viewership
ratings for
national
television
programs.
There are
also custom
market
research
firms that
handle all
aspects of
the process,
from
defining the
marketing
problem
and
designing
research
techniques
to
evaluating
results and
formulating
new


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marketing
We use cookies strategies.
We use cookies to personalise content and ads, to provide social media features and to analyse our
traffic. We also share information In contrast,
about your use of our site with our social media, advertising and
analytics partners who may combine it with other information that you’ve provided to them or that
they’ve collected from your use of smaller,
their services. You consent to our cookies if you continue to use
our website. By clicking “Accept”, specialty
you consent to the use of ALL the cookies.

Cookie Settings Accept line

suppliers
usually
concentrate
on one
aspect of
the process.
Marketers
who wish to
secure the
services of
a market
research
firm usually
obtain bids
from a
number of
suppliers.
The
following
sections
provide
more
information
about the
various
types of
market
research 
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that such
We use cookies suppliers
perform.
We use cookies to personalise content and ads, to provide social media features and to analyse our
traffic. We also share information about your use of our site with our social media, advertising and
analytics partners who may combine it with other information that you’ve provided to them or that
they’ve collected from your use of The
their services. You consent to our cookies if you continue to use
our website. By clicking “Accept”, purpose
you consentofto the use of ALL the cookies.

Cookie Settings Accept market

research is
to gather
facts about
markets
and the
forces
operating
therein.

The areas
of market
research
broadly
include:

i. Study of
the market
size/potenti
al

ii. Study of
the market
profile

iii. Market
share
analysis


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iv. Study of
We use cookies market
segments
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traffic. We also share information about your use of our site with our social media, advertising and
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their services. You consent to our cookies if you continue to use
our website. By clicking “Accept”, trends
you consent to the use of ALL the cookies.

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vi. Sales
forecasting

vii. Study of
seasonal
trends.

Notes on
Marketin
g # 18.
Advertisi
ng
Research
:

Advertising
research is
a
prerequisit
e for
developing
advertisem
ent as well
as
assessment
of
effectivenes

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s of the
We use cookies advertisem
ent.and
We use cookies to personalise content It is
ads, to provide social media features and to analyse our
traffic. We also share information about your use of our site with our social media, advertising and
necessary
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thoroughly
the product
profile in
terms of its
physical
properties
and
compositio
n to enable
to develop a
meaningful
and factual
copy.

The
organizatio
nal profile
needs to be
understood
clearly for
linking the
product
with the
organizatio
n and its
brand. It is
a must to
conduct
buyer 
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behavior
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know
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perceptions
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viewers and
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the
potential
response.
The
advertisem
ent pre-
testing
results also
need to be
analyzed
and used
for
modifying
the copy
and
presentatio
n style.

The media
effectivenes
s may be
studied for
any
advertisem
ent by
conducting
the
viewership
survey, 
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media
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response,
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and
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ent
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scheduling
results,
frequency
and reach
assessment
and the
impact of
the
previous
advertisem
ent. The
effectivenes
s of any
advertisem
ent can be
measured
at two
different
levels –
pre-
insertion
and post-
insertion of
the
advertisem
ent in the
media.


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The
We use cookies concept of
the and ads, to provide social media features and to analyse our
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traffic. We also share information about your use of our site with our social media, advertising and
advertisem
analytics partners who may combine it with other information that you’ve provided to them or that
they’ve collected from your use of ent
theircan be You consent to our cookies if you continue to use
services.
our website. By clicking “Accept”, you consent to the use of ALL the cookies.
measured
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in a pre-
testing
campaign,
by viewing
or
presenting
to sample
viewers and
getting free
association
of the
consumers
and
merchants
while
developing
the same.
The specific
and non-
specific
themes may
be tested
with
specially
identified
viewers.
The reach
and status

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of the
We use cookies media is to
be assessed
We use cookies to personalise content and ads, to provide social media features and to analyse our
traffic. We also share information about your use of our site with our social media, advertising and
before
analytics partners who may combine it with other information that you’ve provided to them or that
they’ve collected from your use of insertion ofYou consent to our cookies if you continue to use
their services.
our website. By clicking “Accept”, you consent to the use of ALL the cookies.
the
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advertisem
ent.

The copy
research
can be
assessed
using the
following
approach
es:

i.
Consumer
jury.

ii. Matched
samples.

iii. Portfolio
test or
message
recall
efficiency.

iv.
Storyboard
test or
image
retention

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through
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clipping.
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they’ve collected from your use of v. Other
their services. You consent to our cookies if you continue to use
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you consent to the use of ALL the cookies.

Cookie Settings Accept devices.

The
assessment
of the
effectivenes
s of the
advertisem
ent in the
post-
insertion
stage needs
to be done
on the basis
of audience
exposure,
attitude
and change
in attitude
and
turnover
effect in
terms of
sales
volume.
The
controlled
field
experiment

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s may also
We use cookies be
conducted
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traffic. We also share information about your use of our site with our social media, advertising and
to assess
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attention
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on the
advertisem
ent,
comprehen
siveness of
the
message,
technical
execution
of the
advertisem
ent and the
overall
impact.

Effectiven
ess in
Advertisi
ng:

Print
advertising
typically
tends to
work more
slowly than
television
or radio.
Therefore,

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an
We use cookies especially
longand
We use cookies to personalise content period
ads, to provide social media features and to analyse our
traffic. We also share information about your use of our site with our social media, advertising and
of time (or
analytics partners who may combine it with other information that you’ve provided to them or that
they’ve collected from your use of an
their services. You consent to our cookies if you continue to use
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especially
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heavy
media
schedule) is
required to
fully
evaluate
the total
effects of
print
advertising.
Advertising
for new
products is
more
effective
than
advertising
for
established
products.
It’s easier
to create
effective
advertising
for new
products, in
other
words, than

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it is for
We use cookies established
products.
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traffic. We also share information about your use of our site with our social media, advertising and
analytics partners who may combine it with other information that you’ve provided to them or that
they’ve collected from your use of The
their services. You consent to our cookies if you continue to use
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you consent to the use of ALL the cookies.

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of new
products is
the
principal
reason new
product
advertising
is more
effective.
Given the
greater
effectivenes
s of new
product
advertising,
one of the
most
common
marketing
mistakes is
failure to
take
advantage
of this
inherent
advantage
(i.e., to
underspend 
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on
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y and ads, to provide social media features and to analyse our
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traffic. We also share information about your use of our site with our social media, advertising and
advertising
analytics partners who may combine it with other information that you’ve provided to them or that
they’ve collected from your use of for
theirnew
services. You consent to our cookies if you continue to use
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products).
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The
persistently
high
advertising
failure rate
results
primarily
from lack of
an accurate
feedback
mechanism
, a lack of
testing and
evaluation.
If an
agency
doesn’t
know when
its
advertising
is bad or
why it is
bad, how
can the
agency
possibly
improve its
advertising 
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? Marketing
We use cookies research
canand
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ads, to provide social media features and to analyse our
traffic. We also share information about your use of our site with our social media, advertising and
this
analytics partners who may combine it with other information that you’ve provided to them or that
they’ve collected from your use of feedback,
their services. You consent to our cookies if you continue to use
our website. By clicking “Accept”, you consent to the use of ALL the cookies.
but it is too
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expensive
for the
typical
advertisem
ent or
commercial
.

The degree
of sales
effectivenes
s can vary
greatly
from one
commercial
to the next.
One
commercial
might be
several
times more
effective
than
another.
This
indicates
that the
quality of
advertising 
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tends to be
We use cookies more
important
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traffic. We also share information about your use of our site with our social media, advertising and
than the
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their services.
our website. By clicking “Accept”, you consent to the use of ALL the cookies.
advertising.
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Nevertheles
s, the
quantity of
advertising
(i.e., the
media
weight)
must
achieve a
threshold
level for the
advertising
to have any
positive
effects.

Limited
telephone
tracking
research
(and this
can be done
with small
budgets)
can
monitor the
cumulative
effects of
advertising 
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upon
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brand
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image, and
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attitudes,
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and is one
of the
simplest
and most
effective
ways to
make sure
that your
advertising
is doing its
job.
Message
recall is a
positive
factor, but
its
importance
should not
be
overstated.

Brand
registration
, however,
is always
important
(as opposed
to
message/el 
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ement
We use cookies recall). If
consumers
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traffic. We also share information about your use of our site with our social media, advertising and
don’t
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the brand
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name, the
effectivenes
s of the
advertising
is
correspondi
ngly
reduced.
Failure to
register the
brand name
is one of
the most
common
weaknesses
of the
commercial
s. When
next you
review your
advertising,
just make
sure that
the brand
name is
clearly
stated and
clearly

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shown in
We use cookies the
commercial
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traffic. We also share information about your use of our site with our social media, advertising and
.
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they’ve collected from your use of their services. You consent to our cookies if you continue to use
our website. By clicking “Accept”, Advertising
you consent to the use of ALL the cookies.

Cookie Settings Accept effectivenes

s cannot be
determined
by any one
measure,
such as
persuasion
or recall.
Recall is a
good
measure for
some
commercial
s, but not
for others.
Persuasion
scores don’t
work very
well for
brands with
high
market
shares, and
cannot be
relied upon
for brands
in poorly
defined
product 
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categories.
We use cookies Purchase
intent
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traffic. We also share information about your use of our site with our social media, advertising and
works
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well for
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new
products,
but poorly
for
established
products.

A large
number of
important
variables
must be
examined
to judge the
potential
effectivenes
s of
advertising.
The
commercial
s on
AM/FM
radio can
be as
effective, or
more
effective,
than
television 
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commercial
We use cookies s on the
basis
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traffic. We also share information about your use of our site with our social media, advertising and
sales return
analytics partners who may combine it with other information that you’ve provided to them or that
they’ve collected from your use of per
their dollar
services. You consent to our cookies if you continue to use
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of media.
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Typically,
production
budgets of
commercial
s for radio
are much
less than
television
and radio
commercial
s are rarely
submitted
to the
rigors of
marketing
research
evaluation.

Notes on
Marketin
g # 19.
Integrate
d
Marketin
g
Communi

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cation
We use cookies (IMC):
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As per
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Association
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Advertising
Agencies,
Integrated
Marketing
Communica
tion (IMC),
is a concept
of
marketing
communica
tion
planning
that
recognises
the added
value of &
comprehen
sive plan
that
evaluates
the
strategic
roles of a
variety of
communica
tion
disciplines

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(advertising
We use cookies , sales
promotion,
We use cookies to personalise content and ads, to provide social media features and to analyse our
traffic. We also share information about your use of our site with our social media, advertising and
public
analytics partners who may combine it with other information that you’ve provided to them or that
they’ve collected from your use of relation,
their services. You consent to our cookies if you continue to use
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personal
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selling and
publicity
etc.) and
combines
the
disciplines
to produce
clarity,
consistency
and
maximum
communica
tion
impact.

The
purpose of
IMC is to
unify the
company’s
brand
images and
messages
and
communica
te a
common
theme and
positioning. 
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AMC helps
We use cookies the
company
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to provide social media features and to analyse our
traffic. We also share information about your use of our site with our social media, advertising and
build a
analytics partners who may combine it with other information that you’ve provided to them or that
they’ve collected from your use of strong
their services. You consent to our cookies if you continue to use
our website. By clicking “Accept”, you consent to the use of ALL the cookies.
brand
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identity in
the market-
place.

All kinds of
promotion
play the
role of
communica
tion
channels
between the
marketer
(the source
and the
sender of
message)
and the
consumer
(the
receiver of
the
message).
Promotion
as an
element of
marketing-
mix has
three broad 
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objectives-
We use cookies (a)
information
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traffic. We also share information about your use of our site with our social media, advertising and
, (b)
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they’ve collected from your use of persuasion,
their services. You consent to our cookies if you continue to use
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and (c)
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reminding.
The overall
objective of
promotion
is, of
course,
influencing
the buyer
behaviour
and his pre-
disposition
s (needs,
attitudes,
goals,
beliefs,
values, and
preferences
).

The
promotion-
mix
elements
have a
definite
role in all
stages of
the selling
process. 
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Publicity is
We use cookies more
effective
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to provide social media features and to analyse our
traffic. We also share information about your use of our site with our social media, advertising and
the
analytics partners who may combine it with other information that you’ve provided to them or that
they’ve collected from your use of awareness
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stage.
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Advertising
gradually
becomes
less and
less
effective
over a time-
span.
Hence,
reminder
advertisem
ent it
necessary.

Personal
selling
becomes
more and
more
effective as
interperson
al
interaction
assumes
increasing
importance
. Closing of
sales needs
not only 
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personal
We use cookies selling but
alsoand
We use cookies to personalise content sales
ads, to provide social media features and to analyse our
traffic. We also share information about your use of our site with our social media, advertising and
promotion
analytics partners who may combine it with other information that you’ve provided to them or that
they’ve collected from your use of tools at theYou consent to our cookies if you continue to use
their services.
our website. By clicking “Accept”, you consent to the use of ALL the cookies.
point of
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purchase,
in order to
provide
additional
incentives
for buyer’s
action.

All these
tools have
one
common
objective
i.e.,
communica
ting a
message to
the
customer.
For
communica
tion to be
effective,
the receiver
has to
understand
the
contents of
the 
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message.
We use cookies The
message
We use cookies to personalise content and ads,isto provide social media features and to analyse our
traffic. We also share information about your use of our site with our social media, advertising and
based on
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they’ve collected from your use of unique
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features of
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the
product,
features
that are
appealing
to the
consumers,
comparison
of brands,
competition
, and the
position of
the product
in the
minds of
the
customer.

Very often,
companies
make use of
different
promotion
media and
methods to
pass on the
message
about
products 
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and
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consumers.
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Lack of
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consistency
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in the
message
from
different
sources
may lead to
confusion
in the mind
of the
target
audience.
To avoid
such a
problem,
companies
are now
following
the concept
of IMC.
IMC
involves co­-
ordination
and
integration
of all
marketing
communica
tion tools

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and
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within
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and ads,
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company
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minimises
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the impact
on target
consumers.

The
participants
in IMC
process
include the
company
(the
advertiser),
Advertising
agency,
Media
organisatio
ns and
communica
tion
specialist.
Example-
Companies
such as
Xerox,
IBM, and
Motorola
have
initiated
IMC by 
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bringing
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people
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selling,
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public
relations
and
publicity to
ensure
consistency
and
uniformity
in the
messages
about
product
and
services.

IMC is
based on
master
marketing
plan. The
marketing
plan makes
effective
use of
marketing-
mix
including
promotion
efforts. 
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Promotion
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tion with an
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persuasion.
Marketing
communica
tion may be
distorted
particularly
when a
message
passes
through a
number of
channels
and may
lead to
confusion
in the mind
of the
consumers.

Therefore,
there is a
need for co-
ordination
and
integration
of all
communica
tion tools
and 
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resources
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consumers
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in a cost
effective
manner.

Notes on
Marketin
g # 20.
Rural
Marketin
g:

Rural
markets in
India are
fascinating
and
challenging
. They offer
a large
scope on
account of
their sheer
size and
demand
base.
However,
they pose

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many
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like poor
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they’ve collected from your use of communica
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tion and
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distribution
facilities,
low literacy
level, thinly
populated
and
scattered
markets,
poor
standard of
living and
socio-
economic
and
cultural
backwardn
ess.

Rural
marketing
problems
arise out of
peculiar
dynamics of
the rural
markets in
India.
Uniqueness
of the rural 
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consumer,
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theirrural
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markets
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and the
peculiaritie
s of the
distribution
al
infrastructu
re in rural
areas are
some of the
pertinent
issues to be
dealt with.

Practicall
y, in every
aspect of
marketing
, rural
markets
pose
certain
special
problems,
but the
following
points are
found to
be
important 
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from the
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Managem
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ent point
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they’ve collected from your use of of view:
their services. You consent to our cookies if you continue to use
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Distributio
n logistics,
storage,
transport
and
handling;

ii. Location
and degree
of
concentrati
on of
demands;

iii. Dealers’
attitude
and
motivation;

iv.
Consumer
motivation
and buying
habits;

v. Mass
communica
tion media,
their reach

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and
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Cookie Settings Accept nal

alternatives
.

For any
marketer to
cover the
5.76 lakh
villages is a
formidable
as well as a
mysterious
task. There
are many
villages
which are
not
connected
by rail or
road. Rural
markets
bristle with
many
variety of
problems
and for a
successful
footing, a
marketer

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has to grasp
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solutions to
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them.

“The Rural
Society is
urbanising
gradually
with the
increase in
literacy
rates and
exposure to
global
trends”.

The given
statement
is in line
with the
current
marketing
scenario
because
of the
following
various
reasons:

(i)
Marketers

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are
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importance
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marketing.
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They
consider
rural areas
as
untapped
and new
markets
with lots of
opportuniti
es. Thus
they
themselves
advertise
their
products in
the villages
making
people
aware
about the
global
trends.

(ii) Due to
land
acquisition
policies of
developme
nt 
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authorities,
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villagers
are also
now
looking for
comfort
and luxury.

(iii)
Because of
infrastructu
re
developme
nt,
government
reforms in
education
sector and
availability
of funds,
more and
more
children of
rural areas
are coming
to the
Metros for
getting an
education.

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When these
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technologic
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al
advanceme
nts, they
educate
their
parents,
neighbourh
oods and
other
people in
rural areas
thereby
making
them aware
of the
urban
lifestyle.

Notes on
Marketin
g # 21.
Advertisi
ng:

As the
marketing
environme

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nt,
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alsoand
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traffic. We also share information about your use of our site with our social media, advertising and
in an
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they’ve collected from your use of environme
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nt that may
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be
understood
by studying
the
conditions
under
which it
functions.

The
environm
ental
factors
affecting
advertisin
g are
given
below:

i. Social
and
cultural
factors,

ii. Market
competition
related
factors,


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iii. Legal
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about your use of our site with our social media, advertising and
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they’ve collected from your use of Economic
their services. You consent to our cookies if you continue to use
our website. By clicking “Accept”, factors
you consent to the use of ALL the cookies.

Cookie Settings Accept related to

business
and
consumer.

These
factors
nurture
advertising
and as well
as other
related
functions
like
marketing.
The
environme
nt helps
planners to
asses the
extent of
the
investment
needed and
to
accordingly
decide the
advertising
strategies.

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Environme
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conditions
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traffic. We also share information about your use of our site with our social media, advertising and
provide a
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they’ve collected from your use of base for You consent to our cookies if you continue to use
their services.
our website. By clicking “Accept”, you consent to the use of ALL the cookies.
formulating
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the
advertising
policy and
to provide
magnitude
and
direction.
The
contempora
ry
advertising
system is
an example
of a “free
enterprise”
environme
nt.

The socio-
cultural
environme
nt
comprises
of shared
beliefs,
social
values,
customs,
life styles, 
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ethics and
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behavior.
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These
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our website. By clicking “Accept”, you consent to the use of ALL the cookies.
s play a
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major role
in shaping
the
behavior of
consumer.
Thus
advertising
should keep
to the social
cultural
standards
and if
failing to do
so, the
consumer
should
resolve not
to buy the
advertised
product.

A
competitive
environme
nt provides
more
options to
influence
the 
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consumer.
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planand ads, to provide social media features and to analyse our
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traffic. We also share information about your use of our site with our social media, advertising and
strategies
analytics partners who may combine it with other information that you’ve provided to them or that
they’ve collected from your use of for
theireffective
services. You consent to our cookies if you continue to use
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advertising,
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there is a
need to
look into
the product
policies,
distribution
approaches,
pricing
mechanism
and
promotiona
l strategies
with
reference to
competitive
products
and their
sustainabili
ty in the
market.
The legal
environme
nt consists
of enforced
regulation
under
which
advertising

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has to be
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traffic. We also share information about your use of our site with our social media, advertising and
exposed.
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you consent to the use of ALL the cookies.

Cookie Settings Accept fluctuations

, the broad
economic
framework
for
establishing
business at
the
embryonic
stage,
prospects
and
political
stability
form the
economic
environme
nt for
developing
advertising
plans.
Thus, it is
difficult for
any
advertiser
to ignore
these
factors
while 
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planning
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within
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given
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their services.
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the country
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or region.

There are
many other
factors
which have
stake in the
advertising
environme
nt and play
a
significant
role in
determinin
g policies
for effective
advertising
as a
communica
tion and
marketing
tool.

These
factors
are:

i.
Technology

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developme
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about your use of our site with our social media, advertising and
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they’ve collected from your use of in per
their services. You consent to our cookies if you continue to use
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you consent to the use of ALL the cookies.

Cookie Settings Accept income,

iii. Increase
in
disposable
income,

iv. Higher
purchasing
power of
consumer,

v. Growth
of popular
consumer
clusters,

vi.
Developme
nt of
infrastructu
re,

vii.
Increase in
education
standards
of
consumer,


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viii.
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on in
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advertising
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Cookie Settings Accept ix. Use of

research
and
developme
nt results,

x. Growth
of brands
and variety
of trade,

xi. Growth
of service
sector, and

xii. Growth
in
marketing
finance.

The scope
of the
advertising
is very wide
and leads to
an
integrated
impact on
the


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planning
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about your use of our site with our social media, advertising and
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they’ve collected from your use of Advertisi
their services. You consent to our cookies if you continue to use
our website. By clicking “Accept”, ng
you consent to the use of ALL the cookies.

Cookie Settings Accept Process:

Advertising
is closely
associated
with
marketing
variables.
Hence, the
process of
advertising
depends
largely on
the market
environme
nt. The
marketing
plans
enables the
advertiser
to set
objectives,
the
advertising
budget and
the time
plan for
scheduling
the

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advertisem
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advertising
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traffic. We also share information about your use of our site with our social media, advertising and
process the
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they’ve collected from your use of important
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our website. By clicking “Accept”, you consent to the use of ALL the cookies.
determinan
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ts are
communica
tion
strategy
and media
strategy.

The
strategy for
communica
tion
includes
the type of
message to
be released,
its length,
contents,
audience
interest,
product
characterist
ics and
frequency
of message
disseminati
on. The
message
tactics also
need to be 
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developed
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media
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watchers.
An
appropriate
media
strategy is
selected by
analyzing
media
responses
carefully.
On
selection of
appropriate
media, an
operational
plan
putting the
advertisem
ents
through
needs to be
developed.

The whole
advertising
process
results in
the
exposure of 
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the
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product
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and ads,
traffic. We also share information about your use of our site with our social media, advertising and
an output
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to be
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evaluated
for its
effectivenes
s in a given
marketing
situation.
The media
consultants
, media
representat
ives, and
advertising
agencies
form the
organizatio
nal
structure
and within
its frame
the process
of
advertising
is made
functional.
The
response
analysis of
advertisem

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ent shows
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impacts.
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traffic. We also share information about your use of our site with our social media, advertising and
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you consent to the use of ALL the cookies.

Cookie Settings Accept advertisem

ents receive
a very
positive
response
from
consumer,
augmenting
the market
for the
product,
while at the
same time
negative
responses
also distort
the product
market.
Such cases
need to be
subjected
to research
on the
improved
communica
tion styles
and the
media
vehicle in 
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order to
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advertising
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process
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with new
inputs.

Advertisi
ng
Categorie
s:

Advertising
is a creative
task and
varies
according
to the need
and taste of
the target
group. It
can be
categorized
into
audiences,
types of
advertiser,
mass media
and
functions.
There are
three sets
of audience

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in
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business,
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traffic. We also share information about your use of our site with our social media, advertising and
professiona
analytics partners who may combine it with other information that you’ve provided to them or that
they’ve collected from your use of ls and
their services. You consent to our cookies if you continue to use
our website. By clicking “Accept”, you consent to the use of ALL the cookies.
consumers.
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The
business-
to-business
advertising
is directed
towards
processors,
wholesalers
and
professiona
ls.

An
advertisem
ent
carrying a
message for
raw
materials,
business
machines
or services
to the
manufactur
ing units
are
categoricall
y of a
business- 
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to-business
We use cookies nature and
canand
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traffic. We also share information about your use of our site with our social media, advertising and
termed as
analytics partners who may combine it with other information that you’ve provided to them or that
they’ve collected from your use of industrial
their services. You consent to our cookies if you continue to use
our website. By clicking “Accept”, you consent to the use of ALL the cookies.
advertising.
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Similarly
when an
advertisem
ent is
directed
towards a
group of
professiona
l like
engineers,
doctors, it
is called
professiona
l
advertising.

The
advertising
audience
may also be
categorized
as a mass
or a class.
An example
of
advertising
for biscuits
may be
planned for 
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the mass
We use cookies audience
while
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richto provide social media features and to analyse our
traffic. We also share information about your use of our site with our social media, advertising and
processed
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they’ve collected from your use of and cannedYou consent to our cookies if you continue to use
their services.
our website. By clicking “Accept”, you consent to the use of ALL the cookies.
food may
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be directed
towards
high-class
audience.

The volume
of the
business of
a company
and the
geographic
al coverage
of the
product
would be
another
considerati
on for
classifying
advertising
strategies.
The
countrywid
e coverage
of a product
such as
automobile
s, television
sets, 
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refrigerator
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likeand
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called
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they’ve collected from your use of general
their services. You consent to our cookies if you continue to use
our website. By clicking “Accept”, you consent to the use of ALL the cookies.
advertising.
Cookie Settings Accept

Advertising
for a
product
limited to
regional
markets for
local
consumptio
n is defined
as local
advertising.
Advertising
can be also
classified
with
reference to
the medium
used to
deliver the
message
like
national TV
network,
cable TV
network,
radio,
newspaper
and 
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magazines
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traffic. We also share information about your use of our site with our social media, advertising and
regional
analytics partners who may combine it with other information that you’ve provided to them or that
they’ve collected from your use of status.
their services. You consent to our cookies if you continue to use
our website. By clicking “Accept”, you consent to the use of ALL the cookies.

Cookie Settings Accept The

functional
classificatio
n of
advertising
is of an
illustrative
and
symbolic
nature.

The
advertisin
g
classificat
ion
according
to
functions
is given
under:

i. Product
advertising,

ii. Non-
product or
institutiona
l
advertising, 
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iii. Primary
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v. Direct
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action
advertising,
and

vi. Indirect
action
advertising.

Product
advertising
emphasizes
the
characterist
ics of the
product
and other
related
issues while
the
institutiona
l image is
build up by
non-
product
advertising.
The brand
of the
company,
its public 
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relation
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is based on
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theirtheme
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of the
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advertising
in this
category.

For
example,
we have the
Tata Steel
Company
which
prefers
institutiona
l
advertising,
highlightin
g the
biographica
l excerpts
of the
founder
veteran or
emphasizin
g the
developme
nt nurtured
by the
company in
rural
housing, 
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education,
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sports.
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Such
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their services. You consent to our cookies if you continue to use
our website. By clicking “Accept”, you consent to the use of ALL the cookies.
mentions
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the product
of company
as a
secondary
message.

Primary
advertising
attempts to
promote a
market for
indigenous
products
which are
largely
unbranded
while
selective
advertising
is done for
the
products
that are
branded or
that fall in
line with
related
brands.
Selective 
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advertisem
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by and ads, to provide social media features and to analyse our
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traffic. We also share information about your use of our site with our social media, advertising and
individual
analytics partners who may combine it with other information that you’ve provided to them or that
they’ve collected from your use of companies
their services. You consent to our cookies if you continue to use
our website. By clicking “Accept”, you consent to the use of ALL the cookies.
to stimulate
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a market
for their
products
after the
demand
has been
established.

Direct
action
advertising
generates
instant
demand for
the product
and is
found to be
an effective
stimuli for
short-run
sale
campaigns.
The art of
abstract
communica
tion is
called
indirect
advertising 
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which does
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immediate
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attention of
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they’ve collected from your use of the
theirmass
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audience.
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However,
this type of
advertising
is
appreciated
by the class
audience to
some
extent.

Notes on
Marketin
g # 22.
Service
Marketin
g Mix:

The
services
marketing-
mix
consists of
eight
elements
which are
essential in
the

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functioning
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These
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traffic. We also share information about your use of our site with our social media, advertising and
elements
analytics partners who may combine it with other information that you’ve provided to them or that
they’ve collected from your use of are
their services. You consent to our cookies if you continue to use
our website. By clicking “Accept”, you consent to the use of ALL the cookies.
product,
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price, place,
promotion,
people,
pace,
process and
physical
evidence.
In the mix
each
element is
governed
by various
attributes.
The
product in
reference to
services
may be
defined as
the package
of services
offered to
the users.

The length
and width
of services
define the
product 
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line and the

We use cookies life cycle of
services.
We use cookies to personalise content and ads, to provide social media features and to analyse our
traffic. We also share information about your use of our site with our social media, advertising and
The price
analytics partners who may combine it with other information that you’ve provided to them or that
they’ve collected from your use of component
their services. You consent to our cookies if you continue to use
our website. By clicking “Accept”, you consent to the use of ALL the cookies.
of the
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services
marketing-
mix
includes
various
pricing
approaches
and the
extent of
customizati
on. The
services are
delivered in
retail and
on
centralized
basis
directly to
the
customers
either
directly by
the agency
or by the
franchisees.

The
promotion
of the 
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services
We use cookies include
communica
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traffic. We also share information about your use of our site with our social media, advertising and
tion and
analytics partners who may combine it with other information that you’ve provided to them or that
they’ve collected from your use of advertising
their services. You consent to our cookies if you continue to use
our website. By clicking “Accept”, you consent to the use of ALL the cookies.
approaches,
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direct
marketing,
public
relations
and
personalize
d
approaches.
The
participants
for the
services are
internal
and
external
customers,
vendors of
the services
and
animators.
The
services
need to be
evaluated
periodically
and
improved


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accordingly
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about your use of our site with our social media, advertising and
analytics partners who may combine it with other information that you’ve provided to them or that
they’ve collected from your use of competitive
their services. You consent to our cookies if you continue to use
our website. By clicking “Accept”, strategies,
you consent to the use of ALL the cookies.

Cookie Settings Accept brand

positioning
approaches,
technologic
al
interventio
n, etc., will
drive the
company to
sustain in
the market
and pace
through
competition
in the
services
market.
The
services are
delivered
after the
core and
supporting
processes
and the
documentat
ion. The
service
providing 
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companies
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work
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traffic. We also share information about your use of our site with our social media, advertising and
the risk
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they’ve collected from your use of chart in You consent to our cookies if you continue to use
their services.
our website. By clicking “Accept”, you consent to the use of ALL the cookies.
delivery of
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services to
meet the
inadvertent
situations
to provide
the clear
status of
delivery
and
intactness
of the
services to
the
customers.

It is
important
to
understand
the Service
Life Cycle
(SLC) as it
provides
insights on
the
competitive
dynamics of
the service
being 
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marketed.
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alsoand ads, to provide social media features and to analyse our
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traffic. We also share information about your use of our site with our social media, advertising and
exhibits the
analytics partners who may combine it with other information that you’ve provided to them or that
they’ve collected from your use of distinct
their services. You consent to our cookies if you continue to use
our website. By clicking “Accept”, you consent to the use of ALL the cookies.
stages in
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the sales
history of a
service. The
SLC
comprises
four stages
known as
introductio
n, growth,
maturity
and
decline. In
the stage of
introductio
n of the
service in
the
segmented
market the
profit
remains
almost non-
existent
and service
sales also
remain
slow.


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However,
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expenditure
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in pushing
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theirservice
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into the
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market is
found
heavy for
the
marketing
firm. The
service
passes into
the next
stage of
SLC –
growth,
with
improved
sales and
profit
conditions,
observing
the rapid
acceptance
of the
service in
the market.
The service
remains in
the growth
stage till
the

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competition
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back the
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their services.
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existing
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service.

At this
juncture
the service
moves into
the stage of
maturity
where it
faces
setback on
the volume
of sales but
succeeds in
sustaining
the profit
level. While
passing
into the
stage of
decline the
service
faces
downward
trend in
both the
volume of
sales and
profit. 
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Hypothetic
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and ads,
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the market
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through
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these stages
of life cycle
but there
could be
some
exceptions
always.
Some of the
services get
out of the
market in
the stage of
introductio
n itself
while few
are thrown
out of
competition
at the
growth
stage. At
the stage of
maturity
the strategy
for service
diversificati
on begins
and some

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services fall
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stream of
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theirservice
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categories
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in the
market.

Thus, the
marketer
should
develop
sustainable
marketing
strategies
to survive
his services
at each
stage of the
SLC. The
service
requires
high
promotion
at the time
of
introductio
n but the
price of the
service
should be
kept low as
compared
to its 
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competing
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Such
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high
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penetration
strategy.

Once the
brand
becomes
popular in
the market,
the
expenditure
on the
promotion
may be
reduced
and the
service can
be pulled to
high price-
low
promotion
bracket
following
the low
skimming
strategy.

A marketer
has to make
more

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crucial
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the and
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their services. You consent to our cookies if you continue to use
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Cookie Settings Accept The major

strategies
to be
drawn at
this stage
to provide
adequate
support to
the
service in
the
market
are as
under:

i.
Rationalizi
ng the
service line
and width.

ii.
Innovative
promotiona
l
approaches.

iii.
Identifying

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new market
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you consent to the use of ALL the cookies.

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policy.

v. Changing
the strategy
of service
awareness
advertising
to the
service
preference
advertising
and
launching
advertising
campaigns
accordingly
.

It is
essential at
this stage of
SLC to
rationalize
the service
portfolio in
the
company
and

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develop
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of service,
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which had
gained
considerabl
e response
from the
consumers.
Such
service
categories
need to be
promoted
through
innovative
promotion
approaches
and giving
more
emphasis
on the
service
preference
based
advertisem
ents and
advertising
campaigns.
However,
the

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possibilities
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comprehen
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sive
coverage of
distribution
need also to
be worked
out in the
same stage
of SLC.

The stage of
maturity is
the
sustainable
stage in the
SLC. As
there will
not be
encouragin
g growth in
the profit
through the
service
marketing,
there exists
enormous
scope for
developing
the
business 
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relationshi
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At the last
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stage of
SLC, i.e.,
stage of
decline, the
strategies
are built to
re-launch
the service
in the same
or new
market
segments.
The more
important
need at this
stage of
SLC is to
sustain the
brand
image and
to the
extent
possible
rebuild the
same
through
service and
institutiona

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l
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Marketin
Cookie Settings Accept
g # 23.
Retailing:

The word
retailing
has its
origins in
the French
verb
retaillier,
which
means to
cut a piece
or to break
a bulk. This
refers to
one of the
fundament
al retailing
activities-
to buy in
larger
quantities
and sell in
smaller
quantities.
For
example, a

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convenienc
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would
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soaps but
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would sell
in single
units.
However, a
retailer is
not the only
type of
business
entity to
“break
bulk.”
Wholesaler
s also buy
in larger
quantities
and sell to
their
customers
in smaller
quantities.

Hence, it is
basically
the type of
customer
that
actually
distinguish
es a retailer 
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from other
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traders
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The
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distinction
here is that
a retailer
sells to final
consumers,
unlike a
wholesaler
who sells to
a retailer or
other
business
organizatio
ns. Thus,
the
definition
of a retailer
is “any
establishme
nt that is
engaged in
selling
merchandis
e for
personal or
household
consumptio
n and
rendering

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services
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Cookie Settings Accept The

retailing
business we
see today is
not the
same as it
was in the
past. It has
gone
through the
several
stages of
evolution in
the way
retailing is
done. Retail
business is
still
undergoing
a rapid
transformat
ion in its
marketing
practices.
Until a few
years ago,
we bought
most items
of daily use 
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from small
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ourand ads, to provide social media features and to analyse our
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and-pop
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store) or a
market
close by.

These
shops such
as Kirana
stores or
general
stores or
clothing
and apparel
shops are
owned by
individuals,
who usually
run the
shop
themselves
and sell
their goods
with the
help of a
few
assistants.
Gradually,
the
department
stores came 
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into being
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sector. This
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was the
beginning
of the
organized
sector. In
the last few
years,
however,
the concept
of large
department
al stores
and
shopping
malls
changed
the face of
retailing.

Today, the
traditional
formats like
grocers,
hawkers,
and other
mom- and-
pop stores
coexist with
modern 
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formats like
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al stores,
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hypermark
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ets,
shopping
malls, and
non-store
retailing
units such
as
teleshoppin
g and
multilevel
marketing.

On the
other hand,
with the
advanceme
nt of
information
technology
(IT) and
communica
tion,
electronic
retailing,
which is
also called
as e-
retailing or
e-tailing, is 
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a
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n and has
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changed
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the way the
business of
retailing is
done. The
growth of
e-
commerce
has
radically
changed
the way
world does
business in
every
conceivable
aspect.

Today, the
consumers
can buy the
products
online from
their
electronic
devices
such as
computers
and laptops
from the 
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virtual
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e from
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anywhere
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their services.
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time. The
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products
are
displayed
on the
shopping
portal of
the e-
retailer and
payments
can be
made
through
online
payment
systems
like e-
banking or
by payment
in cash on
delivery
(COD) of
the
merchandis
e at the
place where
the delivery
is required.


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In addition,
We use cookies there exist
many
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traffic. We also share information about your use of our site with our social media, advertising and
businesses
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out
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retailing
activity and
are not in
themselves
classified as
retailers.
For
example, a
factory may
engage in
retailing
activity by
selling its
products in
their own
shop
located in
their
manufactur
ing
premises.
The term
“retailing”
applies not
only to the
selling of
tangible
products,

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such as
We use cookies apparel,
electronic
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traffic. We also share information about your use of our site with our social media, advertising and
goods, or
analytics partners who may combine it with other information that you’ve provided to them or that
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our website. By clicking “Accept”, you consent to the use of ALL the cookies.
shoes, but
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also to the
selling of
services.

The
consumptio
n of the
service
offered
coincides
with the
retailing
activity
itself.
Companies
that
provide
food items,
traveling
services
and
aromathera
py sessions
are all
essentially
retailers, as
they sell to
the final
consumer, 
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and yet
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do not
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these
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retailers in
a shopping
bag.

Thus, this
article will
mainly
focus on
introductio
n to the
business of
retailing,
its
significance
, and the
emergence
of various
formats in
retailing.
Hence, this
article
mainly
deals with
the
understand
ing of the
concept of
retail
business 
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and
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performed
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traffic. We also share information about your use of our site with our social media, advertising and
by a
analytics partners who may combine it with other information that you’ve provided to them or that
they’ve collected from your use of retailer.
their services. You consent to our cookies if you continue to use
our website. By clicking “Accept”, you consent to the use of ALL the cookies.

Cookie Settings Accept It will also

cover the
analysis of
retail sector
industry in
India and
implication
s of the
recent
foreign
direct
investment
(FDI)
policy in
retail sector
of India.
We will also
try to
understand
the legal
framework
and
provisions,
regulatory
environme
nt, and
strengths,
weaknesses
, 
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opportuniti
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threats
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(SWOT) in
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theircontext
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of changing
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dynamics of
Indian
retail
landscape.

Notes on
Marketin
g # 24.
Strategic
Marketin
g:

The
strategic
marketing
delineates
3Rs
emphasizin
g the right
products
for right
growth
markets at
right time.
These
issues are
also

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highlighted
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marketing
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traffic. We also share information about your use of our site with our social media, advertising and
manageme
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their fromYou consent to our cookies if you continue to use
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a different
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perspective.
The
resources
of the firm
are
identified
as
uncontrolla
ble
variables of
the
marketing
mix in the
process of
marketing
manageme
nt while the
strategic
marketing
systematica
lly defines
all the
variables
and
examines
its
necessary
inputs to

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maximize
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Cookie Settings Accept Strategic

marketing
is a plan of
all aspects
of the
strategy of
an
organizatio
n in the
market
place unlike
a simple
marketing
plan that
deals with
so-called
marketing
mix.
Strategic
marketing
differs from
marketing
manageme
nt in many
areas like
orientation,
core
philosophy,
approach, 
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and
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business
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n with
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various
environme
ntal
variables.
One of the
prominent
differences
between the
strategic
marketing
and
marketing
manageme
nt is the
temporal
framework.

The
strategic
marketing
deals with
long range
planning
and the
decisions
thereof
would have
long-term
implication 
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s. The
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dominate
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the
strategic
marketing
process
while
marketing
manageme
nt is largely
oriented
towards
analytical
examinatio
n of the
associated
marketing
factors and
its
implementa
tion.

The
strategic
marketing
advocates
the
democratic
decision-
making
process 
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which is
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marketing
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manageme
nt the flow
of
directions
are from
top-down
to make
decisions. 
In the
strategic
manageme
nt process
environme
nt is
considered
as ever
changing
and
dynamic.

On the
contrary
the
marketing
manageme
nt assumes
that the
environme
nt is 
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constant for
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implementa
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tion.
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occasional
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changes are
noted in the
marketing
manageme
nt. The
continuous
search of
opportuniti
es is one of
the major
focuses of
strategic
marketing
and is
aimed to
explore the
opportuniti
es for
optimizing
its business
goals in the
long run.

However,
an ad-hoc
search is
conducted
in the
marketing 
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manageme
We use cookies nt process
to find
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opportuniti
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theirThe
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marketing
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manageme
nt has a
narrow
profit
center
approach
while the
strategic
marketing
pursues
broad
objectives
of achieving
synergy
between
different
component
s of
organizatio
n, both
horizontally
and
vertically.

The
strategic
marketing
activity
requires 
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high degree
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approach.
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The
implementa
tion,
control and
monitoring
skills are
preferred in
the
marketing
manageme
nt activity
unlike the
strategic
marketing.
Strategic
marketing
needs a
proactive
perspective
and the
marketing
manageme
nt requires
the reactive
perspective
s for
effective
leadership.

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A division
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Corp.
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strategic
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direction
that
would
take it
from a
commodit
y type
business
of egg
productio
n to a
value-
added,
broader
definition
:

We will be
a leading
marketer of
quality,
value-
added egg
based food
products
serving
primarily
the food
service 
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industry.
We use cookies We will be
a least-cost
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leader in
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developing
and
implementi
ng
innovative
products
and
processes
to meet the
needs of an
evolving
marketplac
e.

The
statement
reflects a
clear and
pragmatic
vision that
moved the
division
away from
its
orientation
of just
dealing
with fresh
egg 
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production
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going
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and
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packaging
ready-to-
use egg-
based
products
for all types
of
institutions
. These
statements
are no more
word play.

Rather they
have a
practical
application
in creating
a workable
mental set
whereby
managers
can
envision
how a
product
line or
business
might 
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expand
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turn, the
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statements
help shape
objectives,
strategies,
and a
portfolio of
products
and
markets.

If you view
the basic
product as
railroad
cars
traveling on
parallel
tracks
down a
path, the
result is a
shortsighte
d business
condition
that, in
turn,
confines
products,
services, 
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and market
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.
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Redefined
as a
transportati
on
company,
however,
the
strategic
vision
includes
transportati
on of all
types – air,
water,
space, and
diverse
forms of
transportati
on still
unknown.
Since
Railroads
Company
owns land
on either
side of the
tracks, a
transportati 
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on
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laying
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undergroun
d pipe to
transport
food, fluids,
chemicals,
and power
lines.

This type of
expansive
strategic
thinking is
not limited
to the
private
sector of
profit-
making
corporation
s. It applies
equally well
to the
public
sector.
Consider
the March
of Dimes
Defect
Foundation 
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, an
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originally
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to the cure
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of Polio.
Fortunately
, polio is no
longer a
serious
threat.

Does that
situation
mean that
March of
Dimes is
out of
business
and can
serve no
useful
functions?
Not at all.
By
redefining
its mission
or strategic
direction as
birth
defects, the
organizatio
n is alive
and well, 
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using its
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in a
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mandate to
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serve
societies
needs.

Even
companies
with strong
positions in
the market
place and
with
profitable
businesses
are
redefining
mission
statements
to embrace
the
inevitable
movement
towards
new
technologie
s. For
example,
consider
GTE
Directories 
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Corp., the
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telephone
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known as
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Yellow
Pages. Its
basic
business
consists of
selling
advertising
space, the
volumes,
and
distributing
the
directories.

At one
point GTE
defined
its
business
purpose
and
developed
the
following
mission:

A
worldwide
integrated

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and
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corporation
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of
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hard copy
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and
electronic
advertising
media and
information
al services.

Does the
mission
specifically
state that
the
company is
the
producer of
the Yellow
Pages? Not
at all. Does
the
statement
include that
product?
Yes, by
using the
phrase
“directional
hard copy”,
it includes
the product 
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line of
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their the
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you consent to the use of ALL the cookies.

Cookie Settings Accept implication

is that the
manager
can think
expansively
of new
products
that may
take
different
forms. Now
consider
the phrase
“electronic
advertising
media”.
Taking into
account the
evolving
use of the
Internet
and the yet-
to-be
developed
technology,
GTE can
link up to
new media
that can 
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augment its
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Cookie Settings Accept This

portion of
the mission
permits
managers
at all levels
of the
company to
open their
minds to
new
possibilities
, while still
remaining
consistent
with GTE’s
basic
business.
Finally, the
phrase
“informatio
n services”
opens the
window
into
expansion
areas as
developed
countries 
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move
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information
transfer,
thus
building “a
worldwide
integrated
publishing
and
marketing
corporation
”.

Yet, how far

should
thinking go
towards a
market-
driven
orientation
? It is the
best to
initially
think as far
toward that
orientation
as possible,
and then
come back
to a more 
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comfortable
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somewhere
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extremes of
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a product-
driven and
a market-
driven
orientation.

That
position
is usually
based on
the
following
factors:

i. The
culture of
the
organizatio
n, with the
broad range
of
behaviors
exhibited as
conservativ
e to
aggressive.

ii. The
availability

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of human,
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for
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maintainin
g existing
business
functions
and for
investing in
future
growth.

iii. The
amount of
risk that
the
manageme
nt is willing
to assume
in going
into debt.

iv. The
degree of
environme
ntal change
that is
anticipated
in market
behavior.


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v. The
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impact on
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survival
and growth.

Even
surrounded
by these
factors,
think as
expansively
as possible.
On the
other hand,
staying
rooted to a
product-
driven
orientation
ultimately
bogs you
down in
mature and
then
declining
business. If
you hold
responsibili
ty for
company,
business 
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unit, or
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line,and
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conceptuali
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zing a
mission or
strategic
direction
begins with
you-
regardless
of level in
the
organizatio
n.

As such,
you are no
longer a
victim of a
narrow
focus that
ends up
with
mature
products,
price wars,
and other
competitive
conflicts.
The
broader
market- 
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driven
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expansively
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about
business,
market,
and
customer
needs-not
just
products.

Notes on
Marketin
g # 25.
Demand
Forecasti
ng:

Marketing
information
system
including
marketing
research,
gives an
insight into
available
market
opportuniti

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es. It is very
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for aand ads, to provide social media features and to analyse our
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traffic. We also share information about your use of our site with our social media, advertising and
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the
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quantum of
demand in
the market.
The
assessment
of demand
leads to
plan the
finances,
manufactur
ing,
purchases
and human
resources.

Demand
forecasting
is a
quantitativ
e
estimation
of the
demand of
a product
or service
by
customers
during
some 
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defined
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demand
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can be done
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either for
the
industry or
for a
company or
its
individual
products.

For
example –
Demand
forecasting
can be done
for Soaps
on the
whole and
then it can
be done for
say,
Hindustan
Unilever
Limited
(HUL) and
then it can
be done for
an
individual

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brand say,
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traffic. We also share information Demand
about your use of our site with our social media, advertising and
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al
corporation
like Tata
Group
companies
say Tata
Motors can
also be
done at
global,
country,
region,
state and
district
level. Again
the
forecasting
will be
different
for various
products /
services
and its
different
brands and
its variants.


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Right from
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Land
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(JLR) to
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Motors’
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commercial
vehicles to
passenger
vehicles
will all
form the
complete
picture.
Thus, right
from Tata
Nanos to
Tata Arias
to Tata
Trucks and
Buses to
Jaguars
and Land
Rovers will
complete
the picture
of Tata
Motors.

Demand
forecasting
can be done
either for
short term,
say a 
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quarter or
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months
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medium
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term
between
one to three
years or it
can be done
for a long
period say
five to ten
years. The
duration
also varies
depending
upon the
nature of
the
business.
Generally
core
infrastructu
ral sector’s
time frame
will be
much
longer than
say a FMCG
company.

Although
the long 
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term
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forecasting
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is very
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from the
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business
planning,
financial
planning
and
manpower
planning
purposes,
yet with the
dynamic
business
environme
nt today, a
company
needs to
keenly
watch and
plan for
short term
as well as
medium
term
requiremen
ts.

With
volatility in
the
business 
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environme
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coupled
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al and other
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changes; a
company
needs to
look out for
short as
well as
medium
term
forecasting.
In the short
term, a
company
may gain
form
planning
for the
right
manufactur
ing
schedule,
right
purchasing
schedule,
right
financial
schedule
and
realistic
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sales
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Marketin
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g # 26.
Business
Markets:

In Business
market, the
buying and
selling
takes place
among
businesses.
According
to Dwyer
and
Tanner, ‘It
include
companies
that
consume
products or
services,
government
agencies
(Local,
State and
National),
institutions
(Schools,

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Hospitals,
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Churches,
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and
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resellers.’

It is also
known as
industrial
marketing
or business
to business
(B2B)
marketing
or
Organisatio
nal
Marketing.

Webster
and Wind
has defined
organisatio
nal buying
as the
decision
making
process by
which
formal
organisatio
ns establish
the need for

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purchased
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identify,
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evaluate
and choose
among
alternative
brands and
suppliers.

As far as
size of the
business
market is
concerned,
‘Business
marketers
serve the
largest
market of
all; the
dollar
volume of
transaction
s in the
industrial
or business
market
significantl
y exceeds
that of the
ultimate 
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consumer
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Forand ads, to provide social media features and to analyse our
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example,
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such as GE,
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DuPont and
IBM spend
more than
$60 million
a day on
purchases
to support
their
operations.

Dwyer and
Tanner has
also stated
that the
purchases
made by
companies,
government
agencies
and
institutions
‘account for
more than
half of the
economic
activity in
industrializ
ed
countries 
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such as the
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France.’
our website. By clicking “Accept”, you consent to the use of ALL the cookies.

Cookie Settings Accept Although

the
business
market is
bigger than
the
consumer
market, yet
only
consumer
market is
seen and
heard by
you. It is
because
consumer
market rely
more on
advertising
and
promotions
to reach to
its millions
of
consumers.
While, in
business
markets,
the number 
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of buyers
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consumer
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market. For
example –
If you take
into
account the
tyre
suppliers to
an
automobile
company
like Maruti
Suzuki in
India.

Then
Maruti
Suzuki will
source five
tyres (four
for the car
and one for
the reserve
stepney) for
every car, it
manufactur
es. The
sourcing of
tyres can be
done from 
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any one of
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theirof tyresYou consent to our cookies if you continue to use
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(Apollo,
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Bridgestone
, Goodyear,
JK, Ceat
and MRF).
On the
whole,
there are
just 16
leading car
manufactur
ing
companies
(Hindustan
Motors,
Maruti
Suzuki,
Hyundai,
Chevrolet,
Tata
Motors,
Ford,
Skoda,
Mahindra &
Mahindra,
Renault,
Fiat,
Volkswagen
, Nissan,

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Honda,
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Mercedes
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The
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business
market
equation is
16
automobile
companies
sourcing
tyres from
6 tyre
manufactur
ers.

In this
respect, the
market
becomes
quite small
to be
targeted
easily on a
company to
company
basis. In
turn, it also
nullifies the
need for
advertising
and
promotions 
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. That’s why
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market
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and ads,
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not seen
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yet it
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generates
more
business
than the
consumer
market. In
the same
tyre
market, all
the tyre
companies
need to
advertise
and
promote
their
product
heavily for
the
replacemen
t market of
the tyres,
which is
also called
aftermarket
.


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Notes on
We use cookies Marketin
g #and
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traffic. We also share information about your use of our site with our social media, advertising and
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it with other information that you’ve provided to them or that
they’ve collected from your use of their services. You consent to our cookies if you continue to use
our website. By clicking “Accept”, Marketin
you consent to the use of ALL the cookies.

Cookie Settings Accept g Mix:

a.
Products:

The
product’s
attributes
should
match with
the need
and
requiremen
ts of rural
people.
Some of the
products
can be
offered in
the same
way as to
urban
consumers,
but smaller
pack size,
can make
the unit
price
affordable

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to common
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Products
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for the
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markets
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will have to
simple and
easy to use
and
maintenanc
e. Product
packaging
need to be
functional
and capable
of
dispensing
smaller
units of the
products,
for
example,
sachet
packaging
of
Shampoo,
coffee,
tooth paste
etc. Brand
identity
may be
created
through the

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visual logos
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pictures.
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Products
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their services.
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customized
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to suit the
socio
cultural
and rural
economic
environme
nt.

For
example,
Philips has
come out
with
smokeless
chulhas for
rural
market.
There are
possibilities
of solar
powered
electronic
products
due to
frequent
power cuts
in rural
areas.
Companies 
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should sell
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brands
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and ads,
traffic. We also share information about your use of our site with our social media, advertising and
cheap
analytics partners who may combine it with other information that you’ve provided to them or that
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urban
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buyers may
look for low
price but
they are
brand
conscious.

There are
problems in
transportati
on and
warehousin
g in rural
marketing
due to poor
transportati
on network.
These
constraints
can affect
the
maintenanc
e and after
sales
services of
a company.
The
physical
distribution 
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costs in
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are and
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as
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to urban
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areas. By
facilitating
product
delivery,
companies
can make
direct
contact
with rural
consumers.
The weekly
rural
market
Haat is an
effective
distribution
point firms
can link
with
different
villages
through its
van.

b. Price:

The prices
of products
and

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services
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affordable
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traffic. We also share information about your use of our site with our social media, advertising and
by rural
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the average
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income
level is low
as compare
to urban
people.
Rural
consumer is
price
sensitive.
They can
offer
smaller
units or
packs at a
lower price.
It does help
to design
specific
products at
specific
price points
for the
rural
market.
Firms may
benefit by
offering
distinctive

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payment in
We use cookies terms for
the and
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traffic. We also share information about your use of our site with our social media, advertising and
market.
analytics partners who may combine it with other information that you’ve provided to them or that
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buyers need
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credit
which can
be extended
till harvest
time.
Companies
may go for
common
pricing
strategy for
rural and
urban
market.
There is a
good scope
for
occasional
pricing
especially
at the time
of
marriage,
festivals
and harvest
seasons.

c.
Promotio
n: 
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The
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ics of
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traffic. We also share information about your use of our site with our social media, advertising and
segment
analytics partners who may combine it with other information that you’ve provided to them or that
they’ve collected from your use of are
their services. You consent to our cookies if you continue to use
our website. By clicking “Accept”, you consent to the use of ALL the cookies.
different as
Cookie Settings Accept
compare to
urban
segment,
the literacy
rate is low,
and the
marketing
communica
tion should
be in local
idiom. The
target
audiences
in rural
areas are
fragmented
location
wise and
media
habits.
Therefore
media mix
should the
carefully
designed.
Visual copy
has a much
greater

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appeal than
We use cookies just audio
andand
We use cookies to personalise content print
ads, to provide social media features and to analyse our
traffic. We also share information about your use of our site with our social media, advertising and
media, wall
analytics partners who may combine it with other information that you’ve provided to them or that
they’ve collected from your use of paintings,
their services. You consent to our cookies if you continue to use
our website. By clicking “Accept”, you consent to the use of ALL the cookies.
posters and
Cookie Settings Accept
advertising
at point of
purchase
like stickers
and shelf
display are
effective
tools of
promotion.

The radio is
a well-
established
medium of
communica
tion in
rural area.
Audio
Visual van
is an
effective
tool in rural
promotion.
It can easily
cover the
scattered
rural
population.
There is 
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need for
We use cookies specializati
on in
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traffic. We also share information about your use of our site with our social media, advertising and
developing
analytics partners who may combine it with other information that you’ve provided to them or that
they’ve collected from your use of and
their services. You consent to our cookies if you continue to use
our website. By clicking “Accept”, you consent to the use of ALL the cookies.
delivering
Cookie Settings Accept
the
message,
the copy,
language
and the
delivery
must be
according
to the rural
context.
The large
scale
communica
tion
programme
in which
team of
communica
tors meet
rural
audience in
interactive
sessions
and also
carry out
demonstrat
ion would
be an

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effective
We use cookies technique.
We use cookies to personalise content and ads, to provide social media features and to analyse our
traffic. We also share information Unique
about your use of our site with our social media, advertising and
analytics partners who may combine it with other information that you’ve provided to them or that
they’ve collected from your use of Selling
their services. You consent to our cookies if you continue to use
our website. By clicking “Accept”, Proposition
you consent to the use of ALL the cookies.

Cookie Settings Accept s should be

adopted by
the
marketers
which
involve
presenting
a theme
with the
product to
attract the
client to
buy that
particular
product.
For
examples,
some of
famous
Indian
Farm
equipment
manufactur
ers have
coined
catchy
themes,
which they
display 
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along with
We use cookies the
products,
We use cookies to personalise content and ads, to
to provide social media features and to analyse our
traffic. We also share information about your use of our site with our social media, advertising and
attract the
analytics partners who may combine it with other information that you’ve provided to them or that
they’ve collected from your use of target clientYou consent to our cookies if you continue to use
their services.
our website. By clicking “Accept”, you consent to the use of ALL the cookies.
that is the
Cookie Settings Accept
farmers.

d. Sales
Force
Managem
ent:

Rural
marketing
involves
more
intensive
personal
selling
efforts.
Salesmen
must be
able to
guide
dealers and
consumers
in the
choice of
products.
They must
be well-
acquainted
with the
rural

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cultural
We use cookies aspects it is
better
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traffic. We also share information about your use of our site with our social media, advertising and
employ
analytics partners who may combine it with other information that you’ve provided to them or that
they’ve collected from your use of those
their services. You consent to our cookies if you continue to use
our website. By clicking “Accept”, you consent to the use of ALL the cookies.
people who
Cookie Settings Accept
feel happy
in working
in the
village
environme
nt.
Scattered
location of
retail
outlets is a
constraint
in rural
marketing.
Sale force
manageme
nt in the
rural
context is
indeed a
difficult
task it
require
high
motivation
and
positive
attitude.


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Notes on
We use cookies Marketin
g #and
We use cookies to personalise content 28.ads, to provide social media features and to analyse our
traffic. We also share information about your use of our site with our social media, advertising and
analytics partners who may combine Brand
it with other information that you’ve provided to them or that
they’ve collected from your use of their services. You consent to our cookies if you continue to use
our website. By clicking “Accept”, Positioni
you consent to the use of ALL the cookies.

Cookie Settings Accept ng:

Brand
positioning
is a
marketing
strategy
which aims
to make a
brand
occupy a
distinct
position,
relative to
competing
brand, in
the mind of
the
customer.
Once a
brand is
positioned,
it is very
difficult to
reposition
it without
destroying
its
credibility.

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Brand
We use cookies positioning
simply
We use cookies to personalise content and ads, to provide social media features and to analyse our
traffic. We also share information about your use of our site with our social media, advertising and
means
analytics partners who may combine it with other information that you’ve provided to them or that
they’ve collected from your use of target
their services. You consent to our cookies if you continue to use
our website. By clicking “Accept”, you consent to the use of ALL the cookies.
consumers’
Cookie Settings Accept
reason to
buy a
particular
brand in
preference
to others. It
is an
activity of
creating a
brand in
such a
manner
that it
occupies a
distinctive
place and
value in the
target
customer’s
mind.

It involves
identifying
and
determinin
g points of
similarity
and
difference 
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to ascertain
We use cookies the right
brand
We use cookies to personalise content and ads, to provide social media features and to analyse our
traffic. We also share information about your use of our site with our social media, advertising and
identity
analytics partners who may combine it with other information that you’ve provided to them or that
they’ve collected from your use of and to
their services. You consent to our cookies if you continue to use
our website. By clicking “Accept”, you consent to the use of ALL the cookies.
create a
Cookie Settings Accept
proper
brand
image.
Kotler
defines
brand
positioning
as the act of
designing
the
company’s
offering
and image
to occupy a
distinctive
place in the
mind of the
target
market.

In other
words,
brand
positioning
describes
how a
brand is
different
from its 
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competitors
We use cookies and where
or how
We use cookies to personalise content it to provide social media features and to analyse our
and ads,
traffic. We also share information about your use of our site with our social media, advertising and
sits in the
analytics partners who may combine it with other information that you’ve provided to them or that
they’ve collected from your use of minds of You consent to our cookies if you continue to use
their services.
our website. By clicking “Accept”, you consent to the use of ALL the cookies.
the
Cookie Settings Accept
customers.
Hence a
good brand
positioning
strategy
involves
creating
brand
association
s in
customers’
minds to
make them
perceive
the brand
in a specific
way.

Brand
Positioning
ensures
that all
brand
activity has
a common
aim, is
guided,
directed
and 
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delivered
We use cookies by the
brand’s
We use cookies to personalise content and ads, to provide social media features and to analyse our
traffic. We also share information about your use of our site with our social media, advertising and
benefits/re
analytics partners who may combine it with other information that you’ve provided to them or that
they’ve collected from your use of asons to You consent to our cookies if you continue to use
their services.
our website. By clicking “Accept”, you consent to the use of ALL the cookies.
buy.
Cookie Settings Accept

BP must
be able to
answer
the
questions
:

i. Is it
unique/dist
inctive
w.r.t.,
Competitor
s?

ii. Is it
significant
and
encouragin
g to the
niche
market?

iii. Is it
appropriate
for the
targeted
geographic
markets

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and
We use cookies businesses?
We use cookies to personalise content and ads, to provide social media features and to analyse our
traffic. We also share information iv. Is your
about it use of our site with our social media, advertising and
analytics partners who may combine it with other information that you’ve provided to them or that
they’ve collected from your use of helpful to You consent to our cookies if you continue to use
their services.
our website. By clicking “Accept”, the
you consent to the use of ALL the cookies.

Cookie Settings Accept organisatio

n in
achieving
its financial
goals?

v. Is it able
to support
and boost-
up the
organizatio
n in terms
of sales?

vi. Is it
sustainable
? etc.

BP involves
identifying
and
delivering
points of
similarity
and
difference
to ^
ascertain
the right
brand 
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identity
We use cookies and to
create
We use cookies to personalise content and a
ads, to provide social media features and to analyse our
traffic. We also share information about your use of our site with our social media, advertising and
proper
analytics partners who may combine it with other information that you’ve provided to them or that
they’ve collected from your use of brand
their services. You consent to our cookies if you continue to use
our website. By clicking “Accept”, you consent to the use of ALL the cookies.
image.
Cookie Settings Accept

Notes on
Marketin
g # 29.
Online
Retailing:

Online
retailing is
going
through a
negative
phase since
the crash of
most of the
dot-com
companies
in recent
years.
However, it
is not the
end of
online
retailing in
India,
simply
because net

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access and
We use cookies PC use is
growing
We use cookies to personalise content byto provide social media features and to analyse our
and ads,
traffic. We also share information about your use of our site with our social media, advertising and
leaps and
analytics partners who may combine it with other information that you’ve provided to them or that
they’ve collected from your use of bounds.
their services. You consent to our cookies if you continue to use
our website. By clicking “Accept”, you consent to the use of ALL the cookies.

Cookie Settings Accept The e-

commerce
scenario
has not
been too
bad in
India. In
retail
banking,
Indian
banks have
been pretty
successful
in adapting
the
technology
to provide
customers
with
facilities
like real-
time
account
status,
transfer of
funds, bill
payment
and so on.

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The future
We use cookies does look
bright
We use cookies to personalise content for to provide social media features and to analyse our
and ads,
traffic. We also share information about your use of our site with our social media, advertising and
online
analytics partners who may combine it with other information that you’ve provided to them or that
they’ve collected from your use of retailing inYou consent to our cookies if you continue to use
their services.
our website. By clicking “Accept”, you consent to the use of ALL the cookies.
India and
Cookie Settings Accept
the areas
expected
to-grow
include
financial
services,
travel,
entertainm
ent and
groceries.
For those
considering
opening a
virtual
storefront,
the
forthcomin
g
technology
and
agreements
on
standards
will not
only make
setting up
web-sites
easier, they

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will also
We use cookies safeguard
them
We use cookies to personalise content and ads, to provide social media features and to analyse our
traffic. We also share information about your use of our site with our social media, advertising and
against
analytics partners who may combine it with other information that you’ve provided to them or that
they’ve collected from your use of payment
their services. You consent to our cookies if you continue to use
our website. By clicking “Accept”, you consent to the use of ALL the cookies.
fraud.
Cookie Settings Accept

On the
downside,
some
experts feel
that it will
be
increasingl
y difficult
for smaller
sites and
the online
version of
mom and
pop shops
to attract
customers.
On the
other hand,
big stores
and larger
organizatio
ns with
established
brand
names and
deep
pockets

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may do
We use cookies well.
We use cookies to personalise content and ads, to provide social media features and to analyse our
traffic. We also share information Retailing
about your use of our site with our social media, advertising and
analytics partners who may combine it with other information that you’ve provided to them or that
they’ve collected from your use of has
their been
services. You consent to our cookies if you continue to use
our website. By clicking “Accept”, defined
you consentasto the use of ALL the cookies.
Cookie Settings Accept business
activity in
selling
goods and
services to
consumers
for their
personal,
family or
household
use.
Although
retailing
has been
around for
millennia,
the
twentieth
century has
witnessed a
lot of
change in
the retail
sector,
especially
in the
developed
countries.

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Indian
We use cookies retailing is
undergoing
We use cookies to personalise content and ads, to provide social media features and to analyse our
traffic. We also share information about your use of our site with our social media, advertising and
a process of
analytics partners who may combine it with other information that you’ve provided to them or that
they’ve collected from your use of evolution
their services. You consent to our cookies if you continue to use
our website. By clicking “Accept”, you consent to the use of ALL the cookies.
and is
Cookie Settings Accept
poised to
undergo
dramatic
transformat
ion. Today,
more
prospects
are
generated
in e-
business
because of
lower costs
and
increase in
revenue.
The
enhanceme
nt in
productivit
y and a
response to
new
customer
and
competitive
demands is
also one of

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the reasons
We use cookies for e-
commerce.
We use cookies to personalise content and ads, to provide social media features and to analyse our
traffic. We also share information about your use of our site with our social media, advertising and
E-business
analytics partners who may combine it with other information that you’ve provided to them or that
they’ve collected from your use of involves
their services. You consent to our cookies if you continue to use
our website. By clicking “Accept”, you consent to the use of ALL the cookies.
careful
Cookie Settings Accept
planning,
preparation
s,
developme
nt,
execution
and
refinement.
E-business
should
complemen
t your
traditional
business
strategy.

The
success of
the online
retailing
or e-
tailing
remains
of five
different
rules that
are:


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1. The
We use cookies product or
service
We use cookies to personalise content and ads, to provide social media features and to analyse our
traffic. We also share information about your use of our site with our social media, advertising and
must be
analytics partners who may combine it with other information that you’ve provided to them or that
they’ve collected from your use of ideally
their services. You consent to our cookies if you continue to use
our website. By clicking “Accept”, you consent to the use of ALL the cookies.
suited to
Cookie Settings Accept
the existing
market and
to what
people
want, need
and are
willing to
pay for.

2. There
must be a
company-
wide focus
on
marketing,
sales and
revenue
generation.

3. Efficient
internal
system of
book-
keeping,
accounting,
inventory
manageme
nt and cost


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control
We use cookies must exist.
We use cookies to personalise content and ads, to provide social media features and to analyse our
traffic. We also share information 4. There
about your use of our site with our social media, advertising and
analytics partners who may combine it with other information that you’ve provided to them or that
they’ve collected from your use of must be a You consent to our cookies if you continue to use
their services.
our website. By clicking “Accept”, clear
you consent
senseto the use of ALL the cookies.

Cookie Settings Accept of direction

and a high
level of
synergy and
teamwork
among
managers
and staff in
organizatio
n.

5. The
company
should
never stop
learning,
growing,
innovating
and
improving.

The future
does look
bright for
online
retailing in
India and
the areas
expected to

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grow
We use cookies include
financial
We use cookies to personalise content and ads, to provide social media features and to analyse our
traffic. We also share information about your use of our site with our social media, advertising and
services,
analytics partners who may combine it with other information that you’ve provided to them or that
they’ve collected from your use of travel,
their services. You consent to our cookies if you continue to use
our website. By clicking “Accept”, you consent to the use of ALL the cookies.
entertainm
Cookie Settings Accept
ent and
groceries.
For those
considering
opening a
virtual
storefront,
the
forthcomin
g
technology
and
agreement
on
standards
will not
only make
setting up
web-sites
easier, they
will also
safeguard
them
against
payment
fraud.

The recent
developme 
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nt of
We use cookies sending e-
greetings
We use cookies to personalise content and ads, to provide social media features and to analyse our
traffic. We also share information about your use of our site with our social media, advertising and
has helped
analytics partners who may combine it with other information that you’ve provided to them or that
they’ve collected from your use of customers
their services. You consent to our cookies if you continue to use
our website. By clicking “Accept”, you consent to the use of ALL the cookies.
get into the
Cookie Settings Accept
habit of
using the
Internet.
Another
area of
developme
nt is bill
presentmen
t and e-
ticketing.
Retail
banking
and related
services
through the
Internet are
also being
promoted
and a good
deal of
transaction
takes place
through the
Net.
Shopping
robots on
the Net
help instant

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price
We use cookies comparison
s toand
We use cookies to personalise content enable
ads, to provide social media features and to analyse our
traffic. We also share information about your use of our site with our social media, advertising and
customers
analytics partners who may combine it with other information that you’ve provided to them or that
they’ve collected from your use of make
their services. You consent to our cookies if you continue to use
our website. By clicking “Accept”, you consent to the use of ALL the cookies.
purchase
Cookie Settings Accept
decisions.

The key
success
factor for
online
retailing is
efficient
logistics to
ensure that
the right
product is
delivered to
the right
customer at
the right
time. The
supply
chain
network is
triggered in
an
automatic
fashion,
meeting
promised
delivery
dates.
There is 
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good scope
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merchandis
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ed and sold
online.

The site
itself can
host links
of
products/se
rvices
offered by
other
companies
for a fee.
There is a
lot of
opportunity
to create
customer
stickiness
by
constantly
communica
ting with
them
through e-
mail.
Personalize
d offerings
can be 
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made to
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customers
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traffic. We also share information about your use of our site with our social media, advertising and
based on
analytics partners who may combine it with other information that you’ve provided to them or that
they’ve collected from your use of individual’s
their services. You consent to our cookies if you continue to use
our website. By clicking “Accept”, you consent to the use of ALL the cookies.
shopping
Cookie Settings Accept
characterist
ics.

The major
pitfalls of
e-tailing
are as
follows:

No
Theatrical
Ambience –
The online
retailing
site does
not have a
theatrical
ambience
that can be
felt by the
customer.

Intangible
Merchandis
e – The
customer
cannot
hold, smell,
feel or try

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the
We use cookies product.
We use cookies to personalise content and ads, to provide social media features and to analyse our
traffic. We also share information No
about your use of our site with our social media, advertising and
analytics partners who may combine it with other information that you’ve provided to them or that
they’ve collected from your use of emotional
their services. You consent to our cookies if you continue to use
our website. By clicking “Accept”, experience
you consent to the use of ALL the cookies.

Cookie Settings Accept – There is

no
emotional
shopping
experience
that the
customer
can get in
e-tailing as
he would in
a brick and
mortar
environme
nt.

Security
Issues –
Customers
online are
relevant to
part with
their credit
card details
on the net,
fearing they
may be
misused.


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Impersonal
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service
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and ads,
traffic. We also share information about your use of our site with our social media, advertising and
Indian
analytics partners who may combine it with other information that you’ve provided to them or that
they’ve collected from your use of customers
their services. You consent to our cookies if you continue to use
our website. By clicking “Accept”, you consent to the use of ALL the cookies.
are used to
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tangible
personalize
d customer
service
which
online
retailing
cannot
provide.

As in brick
and mortar
retailing,
online
retailing
too has its
thin
challenges.

(i) Getting
clicks
which is
equivalent
to footfalls
in physical
store
retailing.


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(ii)
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s into
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traffic. We also share information about your use of our site with our social media, advertising and
buying
analytics partners who may combine it with other information that you’ve provided to them or that
they’ve collected from your use of from
their services. You consent to our cookies if you continue to use
our website. By clicking “Accept”, you consent to the use of ALL the cookies.
among the
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clicks,
which is
equivalent
to
conversion
from
footfalls.

The
advantage
s of online
retailing
are as
follows:

i. An
opportunity
to move
from
physical
space to
cyberspace.

ii. No
location
boundaries.

iii. Wider
spectrum of
customers. 
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iv. Non-
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habits of
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their services. You consent to our cookies if you continue to use
our website. By clicking “Accept”, you consent to the use of ALL the cookies.

Cookie Settings Accept Online

Store Front
— Creating
a Look and
Feel –
Every e-
tailing site
has a
storefront
with an
identifying,
image and
positioning.
The online
storefront
has its
signature
identified
with
features
that trigger
off
browsing
and
persuade
customers
to buy its
product
offerings. 
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Visual
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Online
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traffic. We also share information about your use of our site with our social media, advertising and
retailers
analytics partners who may combine it with other information that you’ve provided to them or that
they’ve collected from your use of use
their visual
services. You consent to our cookies if you continue to use
our website. By clicking “Accept”, you consent to the use of ALL the cookies.
density
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very
effectively
to promote
offerings
and sell
merchandis
e.

Online
Merchandis
ing – One
of the
major
advantages
of online
merchandis
ing is that
the site can
have an
unlimited
number of
SKUs on
display.

Expenses
being low,
there is
potential
for high

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margins in
We use cookies e-tailing.
Online
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traffic. We also share information about your use of our site with our social media, advertising and
Pricing –
analytics partners who may combine it with other information that you’ve provided to them or that
they’ve collected from your use of Prices of You consent to our cookies if you continue to use
their services.
our website. By clicking “Accept”, you consent to the use of ALL the cookies.
merchandis
Cookie Settings Accept
e online are
competitive
compared
to brick and
mortar
stores. This
is because
operating
expenses
saved by
working
through the
Internet are
generally
passed on
to the
consumer.

The online
retail
segment is
buzzing
again with
the entry of
sound
business
with
estimated
business 
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300 $
We use cookies billion in
thisand
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ads, to provide social media features and to analyse our
traffic. We also share information about your use of our site with our social media, advertising and
and + 427 $
analytics partners who may combine it with other information that you’ve provided to them or that
they’ve collected from your use of billion by You consent to our cookies if you continue to use
their services.
our website. By clicking “Accept”, you consent to the use of ALL the cookies.
2010.
Cookie Settings Accept

Today, the
buzzword
across the
world in
retailing is
diversifying
. Currently,
it is
estimated
to be
contributin
g 23% to
the B2C
market and
is expected
to account
for nearly
60% of the
B2C market
in the near
future.
With
Indian
Railways
and
domestic
airlines
conducting 
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the online
We use cookies sale of
tickets,
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and ads, to provide social media features and to analyse our
traffic. We also share information about your use of our site with our social media, advertising and
segment is
analytics partners who may combine it with other information that you’ve provided to them or that
they’ve collected from your use of expected toYou consent to our cookies if you continue to use
their services.
our website. By clicking “Accept”, you consent to the use of ALL the cookies.
grow at a
Cookie Settings Accept
phenomena
l rate of
140%.

Recent
Trends of
E-Tailing
in India:

The recent
developme
nt of
sending e-
greetings
and e-
ticketing
has helped
customers
get into the
habit of
using the
Internet.
The
railways
and airways
are
providing
tickets
through the

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Net which
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convenient
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traffic. We also share information about your use of our site with our social media, advertising and
to the
analytics partners who may combine it with other information that you’ve provided to them or that
they’ve collected from your use of customer.
their services. You consent to our cookies if you continue to use
our website. By clicking “Accept”, you consent to the use of ALL the cookies.
Another
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area of
developme
nt is bill
presentatio
n.

Retail
banking
and related
services
through the
Internet is
also being
promoted
and a good
deal of
transaction
s takes
place
through the
Net.
Shopping
robots on
the Net
help instant
price
comparison
s to enable
customers 
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make
We use cookies purchase
decisions.
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traffic. We also share information about your use of our site with our social media, advertising and
Storing
analytics partners who may combine it with other information that you’ve provided to them or that
they’ve collected from your use of merchandis
their services. You consent to our cookies if you continue to use
our website. By clicking “Accept”, you consent to the use of ALL the cookies.
e in
Cookie Settings Accept
satellite
warehouses
enables
timely
delivery in
operations
that are
spread over
a wide area.

There is
good scope
for
promoting
on-site
products
merchandis
ed and sold
online. The
site itself
can host
links of
products/se
rvices
offered by
other
companies
for a fee.
Banners, 
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crawlers,
We use cookies browser
buttons,
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traffic. We also share information about your use of our site with our social media, advertising and
URL Links
analytics partners who may combine it with other information that you’ve provided to them or that
they’ve collected from your use of etc.
their can be You consent to our cookies if you continue to use
services.
our website. By clicking “Accept”, you consent to the use of ALL the cookies.
put on
Cookie Settings Accept
other non-
competing
sites.

There is a
lot of
opportunity
to create
customer
stickiness
by
constantly
communica
ting with
them
through e-
mail.
Personalize
d offerings
can be
made to
individual
customers
based on
individual’s
shopping
characterist
ics.

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Some
We use cookies instances
of Indian
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traffic. We also share information about your use of our site with our social media, advertising and
companie
analytics partners who may combine it with other information that you’ve provided to them or that
they’ve collected from your use of s doing
their services. You consent to our cookies if you continue to use
our website. By clicking “Accept”, you consent to the use of ALL the cookies.
business
Cookie Settings Accept
on the
Net:

i.
Rediff(dot)
com does a
good deal
of
merchandis
ing on its
site with
innovative
product
offerings
and prices.

ii.
Indiatimes(
dot)com is
a popular
internet
selling site
with
multifacete
d
merchandis
e offerings.


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4/8/23, 3:25 PM Notes on Marketing: Complete Notes, Lecture Notes, Short Notes and Study Notes

iii.
We use cookies Bazee(dot)c
om and
We use cookies to personalise content is aads,
siteto provide social media features and to analyse our
traffic. We also share information about your use of our site with our social media, advertising and
very widely
analytics partners who may combine it with other information that you’ve provided to them or that
they’ve collected from your use of known in You consent to our cookies if you continue to use
their services.
our website. By clicking “Accept”, you consent to the use of ALL the cookies.
India for its
Cookie Settings Accept
‘bidding
sale’.

iv.
Fabmart(do
t)com does
food
relating.

v. Playwin
is an online
lottery that
is catching
on with the
masses.

The e-
commerce
scenario
has not
been too
bad in
India. In
retail
banking,
Indian
banks have
been pretty
successful

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in adopting
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technology
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traffic. We also share information about your use of our site with our social media, advertising and
to provide
analytics partners who may combine it with other information that you’ve provided to them or that
they’ve collected from your use of customers
their services. You consent to our cookies if you continue to use
our website. By clicking “Accept”, you consent to the use of ALL the cookies.
with
Cookie Settings Accept
facilities
like real-
time
account
status,
transfer of
funds, bill
payment
and so as.

The future
does look
bright for
online
retailing in
India and
the areas
expected to
grow
include
financial
services,
travel,
entertainm
ent and
food
groceries.
For those
considering 
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opening a
We use cookies virtual
storefront,
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traffic. We also share information about your use of our site with our social media, advertising and
the
analytics partners who may combine it with other information that you’ve provided to them or that
they’ve collected from your use of forthcomin
their services. You consent to our cookies if you continue to use
our website. By clicking “Accept”, you consent to the use of ALL the cookies.
g
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technology
and
agreements
on
standards
will not
only make
setting up
web-sites
easier, they
will also
safeguard
them
against
payment
fraud.

Notes on
Marketin
g # 30.
Personal
Selling:

Personal
selling
involves
face-to-face

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contact
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seller
We use cookies to personalise content andand
ads, to provide social media features and to analyse our
traffic. We also share information about your use of our site with our social media, advertising and
the
analytics partners who may combine it with other information that you’ve provided to them or that
they’ve collected from your use of prospective
their services. You consent to our cookies if you continue to use
our website. By clicking “Accept”, you consent to the use of ALL the cookies.
customer
Cookie Settings Accept
with an
intention of
selling
some
product.
Salesmansh
ip is the art
of
presenting
an offering
that the
prospect
appreciates
the need for
it’s and
ultimately
buys the
product.
The
purpose of
personal
selling is
winning a
regular
customer.

Personal
selling is
the process 
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of assisting
We use cookies and
persuading
We use cookies to personalise content and ads, to provide social media features and to analyse our
traffic. We also share information about your use of our site with our social media, advertising and
a
analytics partners who may combine it with other information that you’ve provided to them or that
they’ve collected from your use of prospective
their services. You consent to our cookies if you continue to use
our website. By clicking “Accept”, you consent to the use of ALL the cookies.
buyer to
Cookie Settings Accept
buy a
product in
a face-to-
face
situation. It
involves
direct and
personal
contact
between the
seller or his
representat
ive with the
prospective
buyer. It is
one of the
most
effective
methods of
selling the
products.
Personal
selling is by
far the
major
promotiona
l method
used to

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increase
We use cookies profitable
sales
We use cookies to personalise content andby
ads, to provide social media features and to analyse our
traffic. We also share information about your use of our site with our social media, advertising and
offering
analytics partners who may combine it with other information that you’ve provided to them or that
they’ve collected from your use of want-
their services. You consent to our cookies if you continue to use
our website. By clicking “Accept”, you consent to the use of ALL the cookies.
satisfying
Cookie Settings Accept
products to
the
customers.

According
to Pederson
and Wright,
“Salesmans
hip is the
process
whereby
the seller
ascertains
and
activates
the needs
or wants of
the buyer
and
satisfies the
needs or
wants to
mutual
continuous
advantage
of both the
buyer and
the sellers.”
Salesmansh 
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4/8/23, 3:25 PM Notes on Marketing: Complete Notes, Lecture Notes, Short Notes and Study Notes

ip or
We use cookies personal
selling
We use cookies to personalise content and ads, to provide social media features and to analyse our
traffic. We also share information about your use of our site with our social media, advertising and
involves
analytics partners who may combine it with other information that you’ve provided to them or that
they’ve collected from your use of face-to-face
their services. You consent to our cookies if you continue to use
our website. By clicking “Accept”, you consent to the use of ALL the cookies.
contact
Cookie Settings Accept
between the
seller and
the
prospective
customer
with an
intention of
selling
some
products.
Salesmansh
ip is the art
of so
representin
g an offer
that the
prospect
appreciates
the need for
it and that
a mutually
satisfactory
sale
follows.

What is
Personal
Selling?

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4/8/23, 3:25 PM Notes on Marketing: Complete Notes, Lecture Notes, Short Notes and Study Notes

i.
We use cookies “Salesmans
hip and
We use cookies to personalise content is the
ads, to provide social media features and to analyse our
traffic. We also share information about your use of our site with our social media, advertising and
process
analytics partners who may combine it with other information that you’ve provided to them or that
they’ve collected from your use of whereby
their services. You consent to our cookies if you continue to use
our website. By clicking “Accept”, you consent to the use of ALL the cookies.
the seller
Cookie Settings Accept
ascertains
and
activates
the needs
or wants of
the buyer
and
satisfies the
needs or
wants to
mutual
continuous
advantage
of both the
buyer and
the seller.”
—Pederson
and Wright

ii.
“Personal
selling
consists of
winning the
buyer’s
confidence
for seller’s
house and
goods 
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4/8/23, 3:25 PM Notes on Marketing: Complete Notes, Lecture Notes, Short Notes and Study Notes

thereby
We use cookies winning a
regular
We use cookies to personalise content and
and ads, to provide social media features and to analyse our
traffic. We also share information about your use of our site with our social media, advertising and
permanent
analytics partners who may combine it with other information that you’ve provided to them or that
they’ve collected from your use of customer”
their services. You consent to our cookies if you continue to use
our website. By clicking “Accept”, you consent to the use of ALL the cookies.
—G. Blake
Cookie Settings Accept

Personal
selling is
pervasive in
nature. It
results in
many
benefits to
the seller
and also
the buyer.
Aggressive
salesmansh
ip or selling
by
pressurisin
g the
customers
can pay
only in the
short-run.
Aggressive
selling is
ethically
not good. A
good
salesman
should
assist the 
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4/8/23, 3:25 PM Notes on Marketing: Complete Notes, Lecture Notes, Short Notes and Study Notes

prospect or
We use cookies customer in
satisfying
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products or
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according
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Thus,
modern
salesmansh
ip is
creative in
approach.
The
salesman
should use
problem-
solving
approach to
ensure
customer
satisfaction
.

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