Q.1 Discuss with logic the difference between marketing and marketing management.

Briefly
describe the difference among product concept, selling concept and marketing concept.
MARKETING:
It refer to the activities which are promoted by the company for buying and
selling of product and service. The activities includes advertising, selling, delivering, designing,
pricing, promotion, distribution, transportation, wear housing etc to consumer or the other
business. Marketing is a very wide term which includes all the above activities from production
to its consumption.
Definition:
MARKETING is a social process by which human needs are identified, full filled and satisfied. It is
a management process also for analyzing the customer needs and requirements to satisfy
them.
Marketing Features:

 It is art of selling products.

 Marketing is a tool for an organization to create market share of its product.
 Its aim is focus on customer needs to make it valuable and profitable.
 Its aim to invent or find that product which consumer easily buy and find more reliable
and affordable.
 Its begins before production and continue after sale.
 It earns more profit through customer satisfaction.
 It is a long term prospective and philosophy of business.
MARKETING MANAGEMENT:
It is the management of marketing activities (selling, buying, advertising,
promotion, delivering) and include management process of planning, organizing, directing,
motivating, coordinating and controlling. It is a creative part of management which relates to
the marketing function “posdcorb”.
Definition:
According to WILLIAM STANTON; “ MARKETING MANAGEMENT IS MARKETING CONCEPT IN
ACTION” .
Definition of Marketing Management by AMERICAN Association as;
“ The process of planning and executing the conception, pricing, promotion and distribution of
ideas goods and services in order to create, exchange and satisfy individual and organizational
objectives ( Gronroos, 1989).
Features of Marketing Management:
  It is the process of analyzing, planning, implementing, coordinating and controlling
programs.
 It includes the concept of 4p’s (price, place, promotion and product).
 It is the base of idea designed to create and exchange in different targeted markets.
 It’s object to achieve and perform organizational goals in some directions.
PRODUCT CONCEPT:

 Product concept focus on production.

 It use the best orientation strategies to innovate the market from new featured product.
 This concept is focus on marketing strategy continuous improvement and performance
of the product.
 It suggested that consumer want vale for their money and the good product will sell
itself
 Apple products are working highly base on product concept to get the best products to
their customers .it produce the best quality products.
 Apple’s products e.g iPod when innovate people buy it because of it new innovative
features. People spread it very wasly and now apple released every year it new model
having great features .

DISADVANTAGES:

 Must be innovative / having something new.

 Must prove that they accomplish their goals to the consumers.
 Must require extensive research for new launch.
 Must renew about the competiting company's products features.
Another downside to the product concepts:

 The buyer only purchase new product if he wants some new features .
 The buyer afford to pay for the product of new version.
 These impacts increase the company profit .
So, if you are making new product

 Do research .
 Know what features the customers want .
 Also know the customers needs as well as your competitor.
 Get innovative

Selling concept :

 Its focus on making an actual sale of the product.

  It just focus on the sale of product regardless it quality and price or the need of
customer.
 It emphasis on the reducing cost of product and stay with the existing technology e.g.
[Insurance or blood donations ] > unsough goods people do not buy normally.
 Consumer on buy if it is promoted for sell.
 Less favourable in environment .
 Inward focus.
 Profit base on sale volume.
 Cost determic the price.
 Define by nature of goods and service.
 Short term planning.
 Aim to sell rather than what the market wants.
 Fragmented approach just to sell the products and gain profit.
 Emphasize of sale of the product already used .
 Manufacturer the product first.

Marketing concepts:

 It emphasizes on the innovation. Outward focus.

 It give the better quality product to their customers at lower costs.
 Emphasize on product planning and development.
 It finds the right customers for your products.
 Focus on needs / wants of the target markets.
 Focus on customers satisfaction / its customers orientated.
 Customize the features he desires.
 Focus on specific group of customers.
 More favourable in competitive environment.
 Converting customers need into products.
 Profit base on customers satisfaction.
 Identified the customer profit.
 Integrated approach has long term relationship.
 Company being more effective than competitors in creating, delivering and
communicating superior customer value. ( customer oriented).
 Designer clothes, automobile industries, dell computers => provide platforms on which
each person.
Examples :
a) Product oriented company:
Business develop products based on what is good at doing what we do best. What can our
engineers design. Ford, McDonald’s, Spotify , snapchat
b) Selling oriented company:
Now a days the best example of selling oriented business is online internet marketing company
e.g. amazon, e-bay, Alibaba that are selling customers any number of different products.
c) Marketing oriented company :
Facebook, Coca-Cola , Rleener , APPLE, Levi’s, built a bear, Hershey’s, twitter south air lines and
pizza huts are just few examples of companies who understand the importance of marketing in
creating a well known brand. They inquire about customers needs.

Q. 2 what do you know by the term direct marketing? Keeping in view the present trends in the
direct marketing, how do you foresee the future of direct marketing?

DIRECT MARKETING :
It is the way to sell your product or services directly to the customers through
the internet by the Campaign of e-mail, couponing, advertising, posting, broadcasting. It is the
process in which seller or producer or the company or business directly connect with the
customers. There is no any third party involved in this process like wholesalers or retailers. Its
only come when a customer visiting a website, purchase a product or any other action take. It
is also a function of marketing in which goods and services move to seller to buyer.

Definition :
Direct marketing is define as,
Any promotional activity in which a business does not involve any Intermediate agent to sell its
product to reach the customers. Business take primary part itself to reach their customers.
“ An interactive system of marketing which uses one or more
advertising media to effect a measurable response and transaction
at any location “
( Robert stone)
Direct marketing advertising strategy uses all channels
o Broadcast
 i. Television
ii. Radio
o Print
i. Bill boards , Newspaper , magazine’s
ii. Retail point of sale

o Direct mail / internet

i. Online, internet
ii. Direct mail , other collateral support

PRESENT TRENDS IN DIRECT MARKETING:

Now a days experience markets claimed that digital marketing is growing fastly compare
to them . It is more beneficial when both are combined together. It is the best way to
promote your product and services while you are also existing in experienced market.
Most of the contemporary business market trends are digital trends can becoming very
powerful and effective roil .

1) PERSONALIZATION :
Most of the customers above 85% said that personalize marketing influence on their
decision. This allows them to produce with a certain section of your audience .
It means that you can share only one product rang with your customers. Or you talk
with a certain people in a decade. Customer feel more comfortable and take
information is more accessible than ever.

2) BRAND STORY TELLING :

It is one of the big trend in marketing. It is becoming the important part in marketing
strategy. By this you can reach to the basic client by giving them a human face and
voice. It built emotions and encourage the customer to make a relation with them. Now
a days many of the ads using this strategy also with traditional techniques.

3) WIN WIN STRATEGY :

It is the best incorporating strategy. There is no need to replace the direct marketing
with new business trends. The question arises what to do in right way. By using social
media and direct e-mailing you can provide the Information of direct marketing. The
mailing address you use relating with your website and it is not a e-mail market trend
it’s a simple feature which relates to your customer. Social media is a platform where
you talk with your customers also. Its create a Bond of brand with a client.

4) OMNICHANNEL MARKETING:
 It is a way by which communicates with the customers through different channels e.g.
several media platforms . Its creates a link between markets and creative agencies.
Marketing campaign targeted based on data.

5) DIRECT MAIL:
In this direct mail are sent to the target customers through post. The mails can be a low
cost exercise for the customers target. Response rate of the e-mails to evaluate the
success or failure through meaning. Negative response by the recipient for junk mail is
now very common. So the recipient do not open these types of junk e-mail which are
irrelevant for the customers. Therefore these must be knowledge about the need of
customers what he wants.

6) E-MAIL MARKETING :
It is growing rapidly. It is very cheap and quick method of promotion. These types of
mail only sent to them who opted to received such mails. Many of the e-mail get into
the spam inbox.

7) TELEMARKETING :
It is based on telephone activities just like sales customer service and market research. It
Is beneficial for meeting, closing a deal or business to business activities.

FUTURE TRENDS OF DIRECT MARKETING

Now a days Innovative digital marketing trends are among the top priorities for most
business. We live in the time where marketing technology moves fast and consumer
interest and behaviors are difficult to know. But it order to said that all the same old
methods will work forever. Some future trends are upcoming given below :

1) ARTIFICIAL INTELLIGENCE:
A branch of computer science which emphasize the development of intelligence
machine. It is the system which developed by the human intelligence to able to perform
the task by robots. Such as decision making, conversion of language, visual perception,
voice recognition, learning, problem solving and planning. These computer programs
and machines work and think like humans. Think work and learn. It is the study which
tries to make computer smart.
 It is becoming the driving force in many services e.g. e-mail personalization, chat-bats,
products recommendations, content creation, e commerce transactions and in basic
communications.
 Many of the user don’t know that they are interacting with chat-bats.
  Mobile users are using voice assistants.
 MANY companies earning digital revenue.
 B2B market are personalizing this.

2 ) PROGRAMMATIC ADVERTISING :

It is the automated selling and buying of online advertising e.g. real time bidding >
programmatic buying of an ad. By this you can target more specific audience. 86.2%
digital display ads will be programmatic according to e-markets.
PA :
 Network plan
 Create an ad
 Optimizer
 Retarget or remarket
 Analyze
 Report

3) CHAT-BOTS :

It is a program by which audience or site visitors can communicate with you using most
common instant messaging to chat I re time, day or night 24/ hour service. It is also based on
AL technology.
 80% business using chat-bats.
 63% prefer to communicate by online chat-bats with business or brand.

4 ) CONVERSATIONAL MARKETING:

It is a feedback oriented approach by which companies marketing. It shows the loyalty

of customers, grow the customers base and engage with them by real time conversation with
the customers it helps the customers to move buyers through marketing and sales in very fast
way.

5) VIDEO MARKETING :

It is becoming the most important trends today and in future to advertise and market by
making live videos. It is the most popular way that customers want. It makes the customers
confident in online purchase decision 68% plant on advertising of short video drive higher
engagement of video marketing.

6) SOCIAL MESSAGING APPS :

 Mostly brand using social messaging apps for delivering information, cultivate contact,
involve people in their event, boost sales, WhatsApp, messenger, Instagram, we chat.

7) PERSONALIZATION:

Visual search by Pinterest lens or google lens or confined optimizing the visual search
for many categories e.g. fashion, home, decor , outfits, shoes, beauty, cosmetics, vehicle, art,
animals, foods.
Confined is a mobile app of visual search by snapping a picture from your phone.
Google lens = bar codes, business cards, books events, land marks or buildings.

 Voice search and smart speakers .

 Social media stories.
 Browser push notifications.
 Social commerce and Shoppable posts.
 Omnichannel marketing.

Q.3 why it is important for large organizations to devise different Strategies for every business
unit? Also define the business market and explain how business market differ from consumer
market. What at least two examples of each particularly in Pakistani context.

BUSINESS UNIT :
Business unit is a part of a company that operates as a separate part in the
Business. There is a separate Department division or functional area with in a company which is
possible for a specific corporate activity. There are categories in which different units of a
company take partners like accounting, marketing ,human resources ,finance, sales and
Research Development and including subsidiaries.

STRATEGIC BUSINESS UNIT :

A strategic business unit is also known as SBU which is fully functional unit of a
Business. SBU has it on vision and direction. It refer to the online purchases between a business
and a consumer’s . A consumer review think on website of e-commerce where different
companies sell their products through online channel . There are online catalogs, selecting item
for purchase and virtually checking out.
For example: Amazon, Ali-express, booking.com are the market where consumer can buy
directly and companies sell directly to end consumer.
BUSINESS MARKET
Simply a market is a place where people go for the buying and selling of goods and services.
And business market is the place where large organizations and individuals sell their products
or services to the other business for resale. It is our way to promote or improve profit too.
DEFINITION :
“ It is the task of selecting ,developing and managing customer relationships for the advantage
of both customer and supplier ,with regard to there is acting skills, resources ,Technologies,
Strategies and objectives” .
Example of business market:
1. Business to consumer market ( B to C)
2. Business to business markets ( B to B)
B to C :
Business to consumer or B to C is the market where products and services directly to
the individual order consumer. B to C is typically used to refer to online retailer. It refers
to the situation where one business make a transaction with another.
B to B :
E-commerce is the market where company sell it products to add intermediate buyer
who offer sell the product to the end users. For example a wholesaler buy product from
a company website through online portal, and tell the end product to final customer.
Example of B to B market:
Quilla.com is a brand who supplies office equipment.
Ferguson.com is our biggest seller in online market which sells bath kitchen and lighting
supplies.

CONSUMER MARKET :
it is the market which refers to those market where people go and purchase goods and
services for consumption this market is dominated buy the product which consumer is
use in in daily life. In this market consumer make decisions at the time about what to
buy and what not to buy at the spot.
Types of consumer market:
 Consumer market are typically split into four primary categories.
1. Consumer products
2. Food and beverage products
3. Retail product
4. Transportation products

How business market differ from consumer market.

1 ) DEMAND :
Business market has organizational demand and consumer has individual demand.
2 ) VOLUME :
Business market has largest volume and consumer market has smaller volume.
3 ) business market has fever customer and consumer market has many customers.
4) LOCATION :
Business market has concentrated location and consumer market has dispersed
location.
5) DISTRIBUTION :
Business market has more direct distribution and consumer market has more indirect
distribution.
6) NATURE OF BUY :
Business market has more professional nature of buy and consumer market has more
personal nature of buy.
7 ) BUY INFLUENCE :
Business market has multiple buy influence and consumer market has single buy
influence
8 ) NEGOTIATIONS :
Business market has more complex negotiations and consumer market has simpler
negotiations.
9) RECIPROCITY :
Business market has reciprocity and consumer market has not any reciprocity
10 ) LEASING :
 Business market has greater leasing and consumer market has lesser leasing.
11 ) PROMOTION:
Business market has personal selling promotion and consumer market has advertising
promotion.

Why it is important to devise different Strategies for business unit.

Enlarge organizations SBU are important due to many reasons which are
explained
Below :
1 ) SBU's MAKE YOU ORGANIZED :
First of all your organization have to be get organized because the first thing in
Every organization you see organized clearly . And it can happen when you are organized, if
your marketing manager is too much busy in handling different product then he definitely
confuse to operating all of them alone. Then the strategies which are applying might be more
difficult and their will not time to creativity and new innovations because all times spent on
handling this. Therefore, SBU help you to get organized.
2) HELP IN FOCUS :
Firstly you organize. Then all the little things you manage easily .SBU important also
because within the organization manager focus on all factors, requirement ,each
product in business and all these requirement can be managed by the manager
individually attention. If manager focus on micro aspects then SBU help to focus on each
and every product separately.
3) STP :
Success open organization depend upon on it segmentation, targeting and positioning.
When you in touch all of these process requirement continuously in market ,receive feedback
and identifying your target market. When marketing manager or sales manager perform his
task accurately then he is responsible for that. Therefore in target market is given valuable
contribution of STP to maintain.
4) INVESTMENT:
In SBU BCG Matrix is best for investment because SBU's divided as per their share in
market and market growth rate. It is more suitable in case of longest organization or
single product type organization.
5) DECISION MAKING :
For performing data in business you should have to take decision that how would you
Manage the cash Crush for how would you generating the revenue to hit.b please the serial can
we add the lower level as well as higher levels.
6) PROFITABILITY:
Varna manager can obtain a Holistic view of the organization buy managing each and
Everything and dividing it into SBU's. You can also prepare the financial statement to see that
how much you invest and how get an organization in returns from each SBU's. By this overall
profitability of a firm can be looked.

CONCLUSION : Ultimately SBU is important for a large business organization to get more profit
and better performance of the organization.
UBER BUSINESS STRATEGY
Uber business strategy consists of the following 3 pillars:
 Increased service range to cater for the needs of great amount of customers.
 Extensive offering is rightly considered as Uber competitive advantage. ...
 High level of user convenience. ...
PSO (PAKISTAN STATE OIL)
Compliance with regulatory and legal requirements and as your ethical operations in all spheres
of business. Focus on HR capital skill development and increased employee engagement for an
effective and motivated entrepreneurial team. Optimize and ensure efficient supply chain and
pursue long-term supply arrangements. Effective HSE compliance with steps taken to
encourage use of fuels that reduce carbon footprint. Increase market leadership and strategize
measures to improve the bottom line. Continue to create upstream Synergy and evaluate
diversification opportunities for growth. Focus on responsible corporate citizenship with active
CSR initiative in health, education, community development and support for special person .
Cost-saving through innovation.
Uber's direct costs and capital are tied up in their technology infrastructure, marketing, partner
& driver management, and customer service. UBER IS TRYING TO CREATE SUSTAINABLE
COMPETITIVE ADVANTAGE. As a business model matures, strategic companies try to create
sources of sustainable competitive advantage.
Q. 4 Describe the nature and contents of a marketing plan. Explain the steps involved in
business-units strategic planning?
Contents of marketing plan:
o Executive summary : first step of marketing plan open with a executive summary. It
present a brief overview of the purposed plan with main goal and
recommendations.
o Current marketing situation : it tells about the exact present relevant data lie in a
market, product, competition and distribution. How much market is growing faster
and new trends, how big is it. How we define the market with relevant trends.
o Threats and opportunities analysis: it identifies the threats and opportunities which
makes a great impact on products.
o Objective and issues: it tells the company’s object relate to product sale, volume
profit, market share. And all issues which affect these objectives. What the issue
could be faced? Swot analysis
o MARKETING strategy : it is the strategy which use to achieve mission, promotions
the plans objectives. Marketing distribution, break even analysis at various prices,
product line, price strategy , competitive positioning.
o Action programs : it identifies the basic program design to achieve the targeted
goals. It tells about that how marketing strategies turned into action programs. How,
what, when, who will done. All resources, production, activities, finance, coordinates
with each other.
o Project profit & loss statement : it present the financial outcomes achieve from
plans. Detail marketing budget plan statement prepared by the product manager
which allowed by action plans. This budget show two sides. Revenue side ; which
shows average price of product and predict the Sale volume of every unit. Expense
side ; which shows the cost of production. Distribute expenses ; the difference
between expense side and revenue side shows the projected profit & loss .
o Control : it indicates the control on objectives of marketing planning. Measure and
monitor the progress of management process reviews that goals are reaching to
their target. Implementation of the rules to achieve the results. There can never be
planning without control. It is quoted that :
“ if an objective states where you want to be, and the plan set out a
road map to your destination. The control tells you if you are the right
route or if you have arrived at yours destination.”
It adjust the purposed plan where it necessary.
o Table of contents: A table of contents outlines the executive summary operational
details and support rationale.

MARKETING PLAN :
 Definition :
According to William M. Pride, a popular business marketing author ;
“ The market plan is a written document or blue print governing
all of a firm's marketing activities, Including the implementation
and control of those activities “ .

Marketing plan is a systematic process which determine the marketing objects and
access the opportunities and resources. To meet the organizational goals or objectives
and satisfy market needs plan analysis, plan implement, evaluate and control the
marketing activities. It contain guidelines for the marketing program and financial
allocation over the planning period.

INTRODUCTION :
Marketing managers follow the process of marketing to carry out the
responsibilities of marketing process. Initial levels set up in the plan and these level of
marketing plan develop to achieve the goals. Product manager plan for Individuals e.g. brands,
customers group, lines channel, marketing plan is the most frequent output in marketing
process.

Marketing plans also called “business plan “ sometimes a “ battle plan “ .

Marketing plans are becoming most competition oriented and customers oriented and
changing the rapid condition in markets. Team develop plan on all the functions of Input to get
output. Many business take these plans very seriously and some other take as a rough guide
action.

STEPS INVOLVED IN BUSINESS UNIT STRATEGIC PLANNING

The business unit strategic planning process consists of the following steps :
1) BUSINESS MISSION :
Every company business unit needs to define it’s specific mission to their
Customers to show the relationship with their employees, customers and as well as owner. It is
a short statement that shows what, why and which reason for being the organization exists. It
identifies about the product and services you providing sometimes its also describing the
geographical location in which you operating and also the targeted customers. It shows the
mission what you stand for and term of business.
E.g. Mission statement of apple : INSTAGRAM “ to capture and share the worlds moments “ .
HFC, Coca-Cola, Amazon etc.
2 ) SWOT ANALYSIS :
 At a high level of organization of business strategic planning model that
evaluate overall the organization’s strength, weaknesses, opportunities and threats. It also
identify the company’s internet and external perspective where they are doing great and where
they have to improve.
a ) EXTERNAL ENVIRONMENT ( opportunity & threats analysis)
I. Opportunities :
These are the factors that makes your business more profitable. For example
new
Innovations, advance technologies, new Market trends, new customer trends or new potential
market help to grow the business. It also includes the support partners and other community
and governments. By identifying your opportunities you can also analyze the competitors
weakness.
II. Threats :
These are the hurdles which your business must face. For example it includes
Technology change, a labor shortage. By identifying your threats you can also analyze that
these are your competitors strengths.

b ) INTERNAL ENVIRONMENT ( strength and weaknesses)

i. Strengths :
These are the factors which increase your company’s skills , experience talent,
Proficiency. These makes your company a high position in Marketplace for example a company
has high customer relation, good supplier relation, high quality Technology, high financing, staff
turn over low, experienced management, latest machinery ,trained staff of sale etc.

ii. Weaknesses.
These are the factors which reduce the ability of a company to achieve its goals
. For example low financing ,unexperienced management, low customer relationship,
insufficient marketing skills, old technologies, outdated machinery ,high turnover of staff etc.
A company must know about their deficiencies . if you ignore your weaknesses you can’t make
decisions to improve your company’s strength.

3 ) GOAL FORMULATION :
One your company achieved the Swot analysis then it can exceed to develop
Develop specific goal for the planning period this type of process is called” goal formulation”
.The term goal means the objective on which to perform a company.
These objectives include profitability ,improve marketing share, new in innovations, risk, sales
growth which business unit follow. MBO ( manage by objectives) system work on the object
that by the business units these objective must made follow criteria’s.
 1 . Arranged by most to least important.
2. Objective should be increased on ROI ( return on investment) every two years.
3. Goals should be realistic not on whish list.
4. Goal to be consistent.

4 ) STRATEGIC FORMULATION :
After indicating goals what the company want to achieve there is a strategy
game
Plan design for achieving these goals. following are the strategies included in the strategic
formulation.
Sourcing strategy
Technology strategy
Marketing strategy
Porter’s generic strategies: porters has purpose following three strategies that provide goal
strategic thinking for business unit strategies.
1 . Overall cost leadership > low cost
2 . Differentiation > competitors
3. Focus > targets / market segments.

5) PROGRAM FORMULATION AND IMPLEMENTATION :

Now the business developed its initial stages and it must what on the details
Support programs. The business unit can attain ,Technology leadership by planning to strength
the R and D department ,gather Technology leadership ,train that technical Salesforce ,develop
leading edge and developing ads to communicate its technological leadership, so the marketing
program formulated then it implement the strategy.
According to Mc Kinsey & company :
“ strategy is one of the 7th element in successful business practice.
The first three elements strategy structure and system are considered the” hardware” of
success. The next 4 style skills, and shared value are the “software’s “.
6) FEEDBACK AND CONTROL:
As it implements its strategy, a firm needs to know about the results and
monitor new developments. Some environment are stable from year to year. And some
environment evolve in predictable way. Nonetheless, company can count on one thing: the
market place when change; and when it does, company need to renew and white it
implication , programs, Strategies, or even objectives.
Accompany strategic fit with environment because in the market environment changes after
the company’s 7 Ss. Thus, a company might be made efficient by its uses effectiveness. Peter
Drucker pointed out that it is more important to” do the right thing” ( effectiveness) than “to do
things right “ ( efficiency) . The most successful companies Excel at both. The key to
organizational health is willingness to examine the changing environment and to adopt new
girls and behaviors.

Q.5 Write a short note on following:

(A) Marketing Information System
Latest the management information system which is designed to support marketing decisions
making from both the internal and external sources to the market on regular and continuous
basis. It referred to the systematic collection of information which analyzed, interpret ,stored
and disseminated. These data information is used as the basis of Marketing Information.
JOBBER (2007) defines it as :
“ system in which marketing data is formerly gathered, stored,
analyzed and distributed to managers in accordance with
their informational needs on a regular basis” .
COMPONENTS OF MKIS :
There are four main basic components of MMIS through which marketing decisions and
Communications done. The information through the subsystem of MKKS is called as
components of MKIS.

(Picture)

IMPORTANCE OF MKIS:
• it is important because every business need information to complete its task and goals.
•MKIS is a tool for solving problems and providing opportunities.
• it help to plan the future marketing or product development activities.
•MKIS is important for long term Planning and development connection of subsystem planning.
• on past scales and interpretation of cost information it is future oriented.

(B) Market segmentation ( levels and bases)

The process of dividing a market which is based on different characteristics like groups,
segments,
Customers potential, needs, behavior who might need separate product.

DEFINITION :
“Market segmentation is dash subdividing of customers into homogenous subset of
customer where any subset may consciously used as market target to be read with
distinct marketing mix “.
( Philip Kotler)
Marketing segmentation meaning: when different particular product category related to each
other and make a group according to it similarity.
The strategy which involve dividing a market into subset of customer group who have similar
needs.
BASIS OF M.S
There are four types of segmentation approaches frequently used in market Geographic,
demographic, psychographic behavioral segmentation .

1. Geographic segmentation:
Geographic segmentation calls for dividing the market in two different geographical unit
such as Nations ,state ,region, countries, cities ,urban rural, acorn ,classification,
population, climate, density, ports or neighborhood . In geographical segmentation
customer within 10 miles of the M25.

2. Demographic segmentation:
In demographic segmentation the market is divided into groups on the basis of variable
such as age, family size, family life cycle, gender ,income, occupation ,education ,religion
raised generation, nationality , ethinicity and social class. Demographic segmentation is
come under A level and University students.
3. Behavioral segmentation:
In behavioral segmentation buyers are divided into groups on the basis of their
knowledge of rate of uses ,benefits sought ,loyalty status, readiness to purchase,
payments, surfing behavior, churn rates, occurrences, interactions, comments, likes,
attitude towards use of response to a product. Behavioral segmentation comes under a
customer wanting a value for money impulse buy.

4. Psychographic segmentation:
In psychographic segmentation buyers are divided into different groups on the basis of
psychological ,personality, traits ,lifecycle ,attitude, class, interests, lifestyle, opinions or
values. Psychographic segmentation comes under the customer who prefer to buy
Fairtrade food.

LEVELS OF MARKET SEGMENTATION:

MS represent an effort to increase a company’s targeting precision. It can be carried out
at four level segments , niches local areas and individuals.
NICHE MARKETING :
A niche is a more narrowly defined group , which is based on a small market whose
needs are not being well served . Segment of Niche market divided into sub segments
or by defining a group with the distinctive set of traits whereas segments are fairly large
and normally attract several competitors , niches are fairly small and normally attract
only one or two.
SEGMENT MARKET :
A market segment consists of a large identifiable group within the market who share are
similar set of needs and wants . The marketer does not create the segment the
marketers task is to identify the segments and decide which one to target. Segment
marketing recognizes that wire differ in their wants changing our geographical location,
buying attitude and buying habits . Segment marketing is midpoint between midpoint
between mass marketing at individual marketing .

MASS MARKETING :
In mass marketing there is no segmentation all the products are same for consumers .
For all the buyers the seller engaged in mass production , mass distribution and mass
promotion of one product.
 INDIVIDUAL MARKETING :
Individual marketing is based on one to one marketing or segments of one. The ultimate
level of segmentation leads to customized marketing. The customer go to the internet
and look about the information and evaluate the product or services offers . They
choose the product they want. For example the clothier tailor made the suit, the
cobbler design shoes for the individuals ,and so on .
(C ) MARKETING STRATEGIES THROUGHOUT PLS
As product, market and competitors change a company’s positional and differentiation strategy
also changed over the product life cycle
In product life cycle there are four things to assert:

 Product have limited life.

 Product sale passed through different stages each position different challenges and
opportunities and problem for the seller.
 Products rise and fall at different stages of the product life cycle.
 Product require different marketing financial, manufacturing, purchasing and human
resources strategies in each life cycle stage.
Product life cycle stages:
The product life cycle contains four distinct stages. Introduction, growth, maturity and decline.
Each stage is associated with changes in the product marketing position. Most Product life cycle
curves are portrayed as bell-shaped.
1 . INTRODUCTION:
Introduction is the first stage of product life cycle. A period of slow sales growth as the product
is introduced because of the heavy expenses profit are non existent . During the introduction
stage A clear brand identity is established promote your product . Price and quality of product
you are providing is high as you believe you can sell it.
2 . GROWTH :
Growth is the second step in Product life cycle. A period of Rapid market acceptance and
substantial profit improvement. In this stage your aim is to increase profit.

 Growth stage is when you should see rapidly rising space profit and non market share.
 Enter new market segment.
 Support services to grow your market share.
 Improve your product quality and features.
 Skimming product prices if your profits are too low.
  Keep rising as high as your demand is high.

3 . MATURITY:
This is that third stage of product life cycle when your sale at peak your product will enter in the
maturity stage. A slowdown in sales growth because the product has achieved acceptance by
most potential buyers profit stabilize or decline because of increased competition.

4 . DECLINE :
Show a downward drift and profit erode. This Is the End stage of product life cycle. In this you
will see declining sale and profit. This can be caused by changes in consumer preferences,
technological advances and alternative on the market .
To avoid entering the decline stage many businesses find best strategy is to modify their
product in the maturity stage.

(D) MODEL OF CONSUMER BEHAVIOR :

Consumer behavior is the study of people, groups, organizations, individuals and customer that
how they bi a news good and services to satisfy their needs and wants. The place in which
customer act their activities is Marketplace . In simple It tell that how people make decisions
about what they need what they want and what they buy in regards to the product or services.
The decisions and actions of customer influence the purchasing behavior of a consumer.
DEFINITION:
“ consumer behavior is the branch which deals with the stages of consumer go through
before purchasing product all services for his end use “
MODELS:
Through the research and observation There are several models have been introduced
which have the consumer to make decisions following the type of consumer behavior
model.

1 . PAVLOVIAN MODEL :
In this theory is a learning procedure that involve pairing a stimulus with a conditional
response.
2 . ECONOMIC MODEL :
 English models the consumer try to utilize the basic law of diminishing marginal utility
from product model is based on price effect income effect and substitution effect.
3 . INPUT OUTPUT PROCESS MODEL:
Model inputs are the marketing preferred process is concerned with the Purchase
process and output refer to the consumer response.
4 . PSYCHOLOGICAL MODEL:
It is the model which is based on the psychological needs safety and security needs
social needs ego needs and self actualization needs.
5 . HOWARTH SETH MODEL :
Hindi model various factors involved in attitude of consumer their perception level when
learning capacity that influence consumer behavior.
6 . SOCIOLOGICAL MODEL :
In this model consumer focus on their life cycles and related product requirements of
consumer.
7 . ENGEL- BLACKWELL- KOLLAT MODEL :
It is based upon 4 key components namely information processing Central control unit
decision making process influences exerted by the environment.
8 . FAMILY DECISION MAKING MODEL :
The role every member of a family play in the purchase decision is unique. They are six
type of members in a family structure who exert influence over the purchasing decisions
of the others in the family.
9 . INDUSTRIAL BUYING MODEL :
Industrial buying model deals with the cumbersome process. Involved in making
Purchase Decision in the typical Industrial set up.
10 . NICOSIA MODEL:
This model deals with the level of exposure a consumer gets with respect to the
Purchase Decision this model is based on form fields such that the output of one field at
as the input of second field and so on.