Marketing

Lecture 2 (Part 1)

evRviRvZKiY cwi‡ek
wecYb Kvh©vewj
 wecYb/evRviRvZKiY cwi‡ek
(Marketing Environment)

†Kv‡bv ¯’vb ev A‡ji cvwicvwk¦©K Ae¯’v Ges hv Avgv‡`i Rxeb e¨e¯’vq cÖfve
†d‡j ZvB n‡jv cwi‡ek| G Dcv`v‡bi g‡a¨ †_‡KB gvbyl Rxeb aviY K‡i Ges ¯^xq
D‡Ïk¨ AR©‡b e¨vc„Z _v‡K| cwi‡ek n‡jv kw³ Ges mËvi mw¤§wjZ iƒc| cwi‡ek
cÖvK…wZK Ges AcÖvK…wZK n‡Z cv‡i|

 †h welq¸‡jv wecYb Kvh©µ‡gi Dci cÖfvewe¯Ívi K‡i ZvB n‡jv-

wecYb cwi‡ek|

 cY¨, †mev ev aviYv wecY‡bi †ÿ‡Î †h mg¯Í evwn¨K Ges m¤¢ve¨ kw³ I
mËv cÖfve we¯Ívi K‡i Zv‡`i mgwóB wecYb cwi‡ek|
• wecYb cwi‡e‡ki cÖKvi‡f` (Types of Marketing Environment):

wecYb
cwi‡ek

e¨wóK mvgwóK
cwi‡ek cwi‡ek

1. †Kv¤úvwb 1. RbmsL¨vMZ
2. mievinKvix 2. cÖvK…wZK
3. wecYb ga¨¯’e¨emvqx 3. A_©‣bwZK
4. †µZv 4. cÖhyw³MZ
5. cÖwZ‡hvMx 5. ivR‣bwZK
6. Rb‡Mvôx 6. mvs¯‥…wZK
SWOT Analysis:
 Important Information
 †Kvb we‡kl c‡Y¨i myweav I Drcv`b AwfÁZvi Dci ¸iæZ¡v‡ivc bv K‡i H c‡Y¨i Dci
¸iæZ¡ cÖ`vbRwbZ fzjB n‡”QevRviRvZKiY ÿxY`„wó (Marketing myopia)|

 †fv³vi cÖ‡qvRb I Pvwn`v c~i‡Yi Rb¨ †Kv¤úvwb †h myweav †`Iqvi K_v †fv³v‡K ev
A½xKvi K‡i Zv n‡jvf¨vjy cÖ¯vÍ e (Value Proposition)|

 cY¨ •Zwii †ÿ‡Î †µZvi gZevZ‡K AwaK ¸iæZ¡ †`IqvB n‡jvCustomer driven
marketing|

 †µZv‡`i m‡e©v”P f¨vjy I mš‘wó cÖ`v‡bi gva¨‡g jvfRbK m¤úK© m„wó I eRvq ivLv‡K
e‡j†µZv m¤úK© e¨e¯’vcbv (Customer relationship management)|

 jvfRbK †µZv‡`i‡K ejv nqAngles Ges AjvfRbK †µZv‡`i‡K ejv

nqDemons|
 Questions:
1. †KvbwU mvgwóK cwi‡e‡ki D`vniY? (Xvwe: 2016-2017)
A. cÖwZ‡hvMx B. MÖvnK
C. ms¯‹w… Z D. ga¨¯’e¨emvqx E. Rb‡Mvôx
2. wb‡Pi †KvbwU gv‡K©wUs Gi mvgwóK cwi‡e‡ki Dcv`vb bq? (Xvwe: 2016-2017)
A. RbmsL¨vMZ cwi‡ek B. MÖvnKMY
C. cÖhyw³MZ cwi‡ek D. A_©‣bwZK cwi‡ek
E. mvs¯‹…wZK cwi‡ek
3. wb¤œ evRvi e„w× nvi I Zzjbvg~jKfv‡e D”P evRvi †kqvi `LjKvix e¨emv
ev cY¨‡K wK ejv nq: (Xvwe 2015-2016)
A. ÷vi B. K¨vk KvD
C. †Kv‡ðb gvK© D. WMm& E. K¨vk wi‡eUm
 DcwiD³ Av‡jvPbvi mv‡_ mswkøó wjwLZ (iPbvg~jK) cixÿv Dc‡hvMx
¸iæZ¡c~Y© cÖk:œ
01. e¨vwóK cwi‡e‡ki Dcv`vb¸‡jvi bvg wjL|
02. mvgwóK cwi‡e‡ki Dcv`vb¸‡jv Kx Kx|
03. SWOT Gi Dcv`vb¸‡jv Kx Kx?
04. gv‡K©wUs gv‡qvwcqv ev evRviRvZKiY `„wóÿxYZv ej‡Z Kx eyS?
 wecYb Kvh©vewj (Functions of Marketing)

evRvi M‡elYv, cY¨ cwiKíbv, cwienY, ¸`vgRvZKiY, gvwjKvbv

n¯ÍvšÍi I weµ‡qvËi †mev`vb cÖf…wZi mgwó‡K wecYb Kvh©vewj e‡j|
• wecY‡bi Kvh©vewj n‡jv- GKwU mgwš^Z cÖwµqv hv †µZv, we‡µZv,
Drcv`bKvix, ga¨¯’Kvievwi I †fv³v KZ„©K m¤úvw`Z n‡q _v‡K|
• wecYb Kv‡Ri mv‡_ ¸iæZ¡c~Y© 3wU Dcv`vb RwoZ|
i) cY¨ ii) Kg© iii) e¨w³|
• evRviRvZKi‡Yi KvR bq- cY¨ Drcv`b|
• DØ„Ë cY¨ NvUwZ A‡j weµ‡qi gva¨‡g c‡Y¨i mylg eÈb wbwðZ K‡i-
wecYb
wecYb Kvh©vewj (Functions of Marketing)

wecYb Kvh©vewj

wewbgq Kvh©vewj eÈb Kvh©vewj mnvqK Kvh©vewj

1. µq 1. A_©ms¯’vb
2. weµq 1. cwienY
2. ¸`vgRvZKiY 2. SzuwK MÖnY
3. ‡gvoKxKiY 3. gvb wba©viY I †kÖwYe×KiY
4. evRvi Z_¨ msMÖn
5. weµ‡qvËi †mev cÖ`vb
 µq (Buying): †h cÖwµqvi wfwˇZ A‡_©i wewbg‡q we‡µZvi wbKU n‡Z
cY¨ ev †mevi gvwjKvbv †µZvi wbKU n¯ÍvšÍwiZ nq Zv‡K µq e‡j|
 µq KvR m¤úvw`Z nq cÖ‡qvR‡bi Dci wfwË K‡i|

 µ‡qi †kÖwYwefvM (Classification of Buying):

Drcv`bKvix -wkí Drcv`‡b e¨env‡ii Rb¨ †h mKj cY¨ µq Kiv nq Zv‡K
KZ…©K µq Drcv`bKvix KZ…©K µq e‡j|
ga¨¯’ e¨emvqx -Drcvw`Z cY¨ P‚ovšÍ †fv³vi wbKU eÈb cÖwµqvq †h mKj e¨w³ ev
KZ…©K µq cÖwZôvb RwoZ _v‡K Zv‡`i KZ…©K cY¨ µq Kiv n‡j Zv‡K ga¨¯’
e¨emvqx KZ…©K µq e‡j|
†fv³v KZ…©K µq -hLb e¨w³MZ e¨env‡ii D‡Ï‡k¨ †Kvb e¨w³ ev cÖwZôvb P‚ovšÍ
†fv‡Mi Rb¨ cY¨ µq K‡i Zv‡K †fv³v KZ…©K µq e‡j|
-cY¨ Drcv`‡bi g~j D‡Ïk¨ AwR©Z nq- †fv³v KZ…©K cY¨ µ‡qi
c‡i|
 cY¨ µ‡qi c×wZ (Mode or Way of Buying):
-†h c×wZ‡Z µ‡qi Rb¨ `vwqZ¡ cÖvß e¨w³ mkix‡i cY¨wUi wbKU
cwi`k©‡bi
hvq Ges cixÿv-wbixÿv K‡i cY¨ µq K‡i Zv‡K- cwi`k©‡bi
gva¨‡g
gva¨‡g µq e‡j|

-†h c×wZ‡Z mKj cY¨‡K cixÿv-wbixÿv bv K‡i ïaygvÎ †h mKj

bgybv msMÖ‡ni
cY¨`ªe¨ µq Kiv n‡e †m¸‡jvi bgybv msMÖn K‡i Zv cixÿv-
gva¨‡g
wbixÿv Kiv nq Zv‡K- bgybv msMÖ‡ni gva¨‡g µq e‡j|

-†h µq c×wZ‡Z we‡µZv KZ…©K mieivnK…Z K¨vUvjM I g~j¨

cY¨ weeiYxi
ZvwjKv †`‡L †µZviv Zv‡`i Kvw•ÿZ cY¨ µ‡qi AW©vi †`q
gva¨‡g
Zv‡K- weeiYxi gva¨‡g µq e‡j|

†MÖwWs Gi
-†MÖwWs c×wZ g~jZ c‡Y¨i ¸YMZ gvb‡K wb‡`©k K‡i|
gva¨‡g
 weµq (Selling): m¤¢ve¨ †µZv‡K cÖK…Z †µZvq iƒcvšÍwiZ Kiv nq
weµ‡qi gva¨‡g| c‡Y¨i gvwjKvbv †µZvi wbKU n¯ÍvšÍi‡K weµq e‡j|
weÁvcb, e¨w³K weµq I weµq cÖmv‡ii gva¨‡g †fv³vi cÖ‡qvR‡bi
mv‡_ cY¨ I †mevi mvgÄm¨ weavb‡K weµq e‡j|

 weµq msµvšÍ Kvh©vejx (Buying Related Functions):

1| cY¨ cwiKíbv MÖnY
2| †fv³v‡`i mv‡_ †hvMv‡hvM
3| Pvwn`v m„wó
4| mg‡SvZv msµvšÍ KvR
5| Pzw³m¤úv`b msµvšÍ KvR
 cwienb (Transportation): cwienb n‡jv cY¨ eÈb cÖbvjxi GKwU
KvR| wecY‡bi †h Kv‡Ri gva¨‡g cY¨ Drcv`‡Ki wbKU n‡Z †µZvi
wbKU †c․uwQ‡q w`‡q ¯’vbMZ Dc‡hvM m„wó Kiv nq Zv‡K cwienb e‡j|
 cwienb ¯’vbMZ Dc‡hvM m„wó K‡i|
 cwienb Drcv`K I †fv³vi gv‡S †mZz wn‡m‡e KvR K‡i|

 cwien‡bi cÖKvi‡f` (Types of Transportation):

1| moK c_
2| Rj c_
3| AvKvk c_
4| cvBcjvBb
 evsjv‡`‡ki AwaKvsk cY¨ cwienb Kiv nq moK c‡_|
 †`‡ki Af¨šÍ‡i cY¨ cwien‡b AwaK Dchy³ c_ n‡jvmoK c_|
 Rjc‡_ cY¨ cwien‡b LiPme‡P‡q Kg|
 AvšÍR©vwZK evwYR¨ †ewk n‡q _v‡KRj c‡_|
 cY¨ cwien‡b mgq †ewk jv‡MRj c‡_|
 cY¨ cwien‡b me‡P‡q `ªæZMwZ m¤úbœ Ges e¨qeûj c_ n‡jvAvKvk c_|
 cvBc jvBb w`‡q mvaviYZ cwienb Kiv nq`vn¨ c`v_©, Zij LwbR c`v_©,
cÖvK…wZK M¨vm, Lvevi cvwb|

Cost Low ↓ Cost High ↑

Time High ↑ Time Low ↓
 ¸`vgRvZKiY (Warehousing):
†h ¯’vb ev M„‡n cY¨`ªe¨ wbivc‡` fwel¨r e¨envi ev weµ‡qi j‡ÿ¨ msiÿY
Kiv nq Zv‡K ¸`vg e‡j|
 ¸`v‡gi cÖKvi‡f` (Types of Warehousing):
Drcv`KMY Zv‡`i Drcvw`Z cY¨ msiÿ‡Yi Rb¨ e¨w³MZ D‡`¨v‡M †h mKj ¸`vgNi
i) cÖvB‡fU
•Zwi K‡ib Zv‡K cÖvB‡fU ev e¨w³MZ ¸`vgNi e‡j| †mLv‡b ïaygvÎ wbR¯^ Drcvw`Z
¸`vgNi
cY¨B msiÿY Kiv nq|
cvewjK ¸`vgNi‡K wWDwU †cBW ¸`vg ejv nq| †h mKj ¸`vgNi wb‡R‡`i e¨env‡ii
ii) cvewjK
Rb¨ •Zwi bv K‡i mvaviY RbM‡Yi wbKU fvov †`Iqvi Rb¨ •Zwi Kiv nq Zv‡K
¸`vgNi
cvewjK ¸`vgNi e‡j| miKvwi wbqgbxwZi AvIZvq G mKj ¸`vgNi cwiPvwjZ nq|
e‡ÛW ¸`vgNi cY¨ Avg`vwbKviKMY e¨envi K‡i _v‡Kb| Avg`vwbKvix KZ…K ©
Kv÷gm wWDwU cwi‡kva bv Kiv ch©šÍ Avg`vwbK…Z cY¨ †h ¸`v‡g msiÿY Kiv nq
iii) e‡ÛW
Zv‡K e‡ÛW ¸`vgNi e‡j| G ai‡bi ¸`vgNi wegvb e›`i Ges mg~`ª e›`‡i ¯’vcb Kiv
¸`vgNi
nq| miKvwi gvwjKvbvq A_ev miKvwi Aby‡gv`b mv‡c‡ÿ †Kv‡bv e¨w³ ev cÖwZôvb
Giƒc ¸`vgNi ¯’vcb Ki‡Z cv‡i|
 we‡kl c‡Y¨i ¸`vgNi
iv) Ab¨vb¨  †Kvì †÷v‡iR
¸`vgNi  cÖvwZôvwbK ¸`vgNi (†ijI‡qi ¸`vgNi, e¨vsK Gi ¸`vgNi, Lv`¨ Awa`߇ii
¸`vgNi BZ¨vw`|)
 cÖwgZKiY (Standardising):
†µZv‡`i cÖ‡qvRb g‡b †i‡L c‡Y¨i we‡kl ¸Yv¸Y Abymv‡i ¯^Zš¿ •ewkó¨
wba©viY Kiv‡K cÖwgZKiY e‡j| wewfbœ `ª‡e¨i †g․wjK gv‡bi mxgv wba©viY Kiv nq
cÖwgZKi‡Yi gva¨‡g| c‡Y¨i †kÖYxe×Ki‡Yi ev ch©vwqZKi‡Yi wfwË n‡jv
cÖwgZKiY|

ch©vwqZKiY ev †kÖwYe×KiY (Grading):

ch©vwqZKiY n‡jv wecY‡bi Av‡iKwU ¸iæZ¡c~Y© KvR, hvi Ae¯’vb cÖwgZKiY
ev gvb wba©vi‡Yi c‡iB| cÖwZwôZ gvb Abyhvqx cY¨`ªe¨ c„_KxKiY ev
†kÖwYe×KiY KivB n‡jv ch©vwqZKiY| mvaviYZ wkí c‡Y¨i †ÿ‡Î †MÖwWs Kiv
nq bv|
cÖwgZKiY ch©vwqZKiY
 weÁvc‡bi aviYv (Concept of Advertisement):
Bs‡iwR advertisement kãwU G‡m‡Q j¨vwUb 'ad' Ges 'verto'
kã n‡Z| 'ad' k‡ãi A_© n‡jv m¤§yLw`‡K Ges 'verto' k‡ãi A_© n‡jv ÔAvwg NywiÕ|
kvwãK A‡_© weÁvcb n‡jv wbw`©ó wel‡qi w`‡K RbM‡Yi g‡bv‡hvM AvKl©Y Kiv|
Philip Kotler & Gary Armstrong e‡j‡Qb, wPwýZ D‡`¨v³v KZ…©K †h †Kv‡bv A_©
cÖ`Ë Dcv‡q aviYv, cY¨ ev †mevi •be©¨w³K Dc¯’vcbv I cÖmvi n‡”Q weÁvcb|

wecYb SzuwK (Marketing Risk):

Avw_©K ÿwZi AwbðqZv‡K ejv nq SzuwK| fwel¨‡Z AwbwðZ †Kv‡bv
NUbvi Øviv wecYb Kvh©µg ÿwZMÖ¯’ nIqvi m¤¢vebv‡K wecYb SzuwK ejv nq| †hgb: g~j¨
n«vm, Amvay cÖwZ‡hvwMZv, cÖvK…wZK `y‡h©vM, AwMœKvÐ, Pzwi, bZzb c‡Y¨i AvMgb cÖf…wZ|
†fv³v‡`i iæwP, cQ›` I Af¨v‡mi cwieZ©b, d¨vkb I ÷vB‡ji cwieZ©b, g~j¨ n«vm,
cÖhyw³i cwieZ©b, cÖvK…wZK wech©q BZ¨vw` wewvfbœ Kvi‡Y wecYb SzuwK m„wó n‡Z cv‡i|
 wjwLZ cixÿvi cÖkœ:
• wecYb Kvh©vewji ej‡Z Kx eyS?
DËi: evRvi M‡elYv, cY¨ cwiKíbv, cwienb, ¸`vgRvZKiY-
gvwjKvbv n¯ÍvšÍi I weµ‡qvËi †mev`vb cÖf…wZi mgwó‡K wecYb
Kvh©vejx e‡j| cY¨ `«e¨ cÖv_wgK Drcv`b †K›`« †_‡K cybtcÖwµqvi w`K
†_‡K P‚ovšÍ †fv³v‡`i wbKU †c․uQv‡bvi mgq †hme Kvh©vewj m¤úvw`Z
nq Zv‡K wecYb Kvh©vewj e‡j| wecY‡bi Kvh©vewj n‡jv- GKwU mgwš^Z
cÖwµqv hv †µZv, we‡µZv, Drcv`bKvix, ga¨¯’Kvievwi I †fv³v KZ©…K
m¤úvw`Z n‡q _v‡K| wecY‡bi KvR n‡jv Drcv`b I PyovšÍ †fv³vi
g‡a¨ †mZyeÜb/‡hvMm~Î ¯’vcb Kiv|
 wjwLZ cixÿvi cÖkœ:
• wecYb Kvh©vewj KZ cÖKvi I Kx Kx?
wecYb Kvh©vewj cÖavbZ 3 cÖKvi|
1. wewbgq Kvh©vewj: GwU Avevi 2 cÖKvi| h_v:
K. µq| L. weµq
2. e›Ub Kvh©vewj: e›Ub Kvh©vewj 3 cÖKvi| h_v:
K. cwienb L. ¸`vgRvZKiY M. †gvoKxKiY
3. mnvqK Kvh©vewj: mnvqK Kvh©vewj¸‡jv nj-
K. A_©ms¯’vb L. SywK M«nY M. gvb wba©vib I †k«wYe×KiY N. evRvi
Z_¨ msM«n O. weµ‡qvËi †mev `vb|
 (Questions & Answers)

1. ¸`vgRvZKiY †Kvb ai‡bi Dc‡hvM m„wó K‡i? (Xvwe: 2018-19)

A. iƒcMZ Dc‡hvM B. mgqMZ Dc‡hvM C. ¯’vbMZ Dc‡hvM D. ¯^Z¡MZ Dc‡hvM

2. µq-weµ‡qi gva¨‡g †Kvb ai‡bi Dc‡hvM m„wó nq? (Xvwe 2017-2018)

A. ¯’vbMZ Dc‡hvM B. mgqMZ Dc‡hvM C. iƒcMZ Dc‡hvM D. gvwjKvbvMZ Dc‡hvM

3. wb‡Pi †KvbwU gva¨‡g gv‡K©wUs Gi ¯^ËMZ Dc‡hvM m„wó nq? (Xvwe 2016-2017)

A. Avg`vwb e¨emvq B. evwYR¨ C. µq-weµq D. ißvwb e¨emvq E. Drcv`b

 (Questions & Answers)

4. wb‡Pi †KvbwU eÈb msµvšÍ KvR? (Xvwe 2016-17)

A. µq B. gvb wba©viY C. †gvoKxKiY D. A_©ms¯’vb E. weÁvcb

5. KvV †_‡K AvmevecÎ •Zixi †¶‡Î wb‡¤œi †Kvb ai‡Yi Dc‡hvM m„wó Kiv nq?

(Xvwe 2015-2016)

A. iƒcMZ Dc‡hvM B. mgqMZ Dc‡hvM C. ¯’vbMZ Dc‡hvM D. ¯^Z¡MZ Dc‡hvM

E. †mevMZ Dc‡hvM
6. wb‡¤œi †KvbwU evRviRvZKi‡Yi mnvqK KvR? (Xvwe 2015-16)

A. †gvoKxKiY B. ¸`vgRvZKiY C. gvb wbav©iY I †kÖwYe×KiY

D. weµq E. cwienb