(i) The Four C's of Marketing Mix are:

1. Customer Needs and Wants: Understanding the needs and desires of the target market.
2. Cost: Determining the cost to satisfy customer needs and wants.
3. Convenience: Making the product or service easily accessible and convenient for the customer to
purchase.
4. Communication: Developing effective communication strategies to inform, persuade, and remind
customers about the product or service.

(ii) The scope of Marketing includes activities related to identifying and meeting the needs and wants of
customers. It involves market research, product development, pricing, distribution, promotion, and customer
service. Marketing aims to create value for both customers and the organization by satisfying customer needs
profitably.

(iii) Types of Consumers include:

1. Individual Consumers: These are regular consumers who buy products or services for personal use.
2. Organizational Consumers: These are businesses, government agencies, and other organizations that
purchase goods and services to support their operations or to resell.

(iv) Market Segmentation refers to the process of dividing a heterogeneous market into smaller, more
homogeneous segments based on certain characteristics such as demographics, psychographics, behavior, or
geographic location. This allows businesses to tailor their marketing strategies and offerings to better meet the
needs of specific customer groups.

(v) A Trademark is a legally registered symbol, name, or phrase that identifies and distinguishes a product or
service from those of competitors. It helps consumers recognize and associate the product or service with a
particular brand.

(vi) Product Diversification is a strategy used by companies to expand their product offerings by entering new
markets or developing new products that appeal to different customer segments. It involves expanding into new
product categories or industries to reduce risk and capitalize on new opportunities.

(vii) 'Skimming the Cream' Pricing Policy is a strategy where a company sets a high initial price for a product or
service during the introductory phase when demand is expected to be relatively inelastic. This allows the
company to maximize profits from early adopters and price-sensitive customers before gradually lowering the
price to attract more price-sensitive consumers.

(viii) A Supermarket is a large retail store that sells a wide variety of food and household products organized into
aisles for self-service shopping. Supermarkets typically offer a range of products including groceries, fresh
produce, meat, dairy, frozen foods, household goods, and sometimes even clothing and electronics.

(ix) A Sandwich Advertisement is a marketing tactic where an advertisement is placed between two different
sections of content, such as between two articles in a newspaper or magazine, or during a commercial break in a
television or radio program.

(x) E-marketing, also known as electronic marketing or digital marketing, refers to the use of digital channels and
technologies such as the internet, social media, email, search engines, and mobile devices to promote products or
services. E-marketing encompasses a wide range of activities including online advertising, content marketing,
email marketing, social media marketing, search engine optimization (SEO), and more.
2.
Traditional marketing focuses on mass advertising through channels like television, radio,
print media, and direct mail. It relies heavily on one-way communication where the company
broadcasts its message to a broad audience without much interaction. In contrast, modern
marketing emphasizes personalized communication and engagement with customers through
digital channels like social media, email, websites, and mobile apps. It involves two-way
communication where companies interact with customers, gather feedback, and tailor
marketing efforts based on individual preferences and behaviors.
3. Factors influencing the marketing environment include:
a. Economic factors: such as economic conditions, income levels, inflation rates, and consumer
spending habits. b. Technological factors: such as advancements in technology, innovation,
and the impact of digitalization on consumer behavior and marketing strategies. c. Socio-
cultural factors: including demographics, cultural norms, values, lifestyles, and societal trends
influencing consumer preferences. d. Political and legal factors: such as government
regulations, trade policies, taxation, and legal requirements affecting marketing operations. e.
Competitive factors: including the actions of competitors, market rivalry, industry dynamics,
and market share.
4. The procedure of Product Development involves several stages:
a. Idea generation: Generating new product ideas through brainstorming, market research,
and consumer feedback. b. Idea screening: Evaluating and selecting the most promising ideas
based on criteria such as feasibility, market potential, and alignment with company objectives.
c. Concept development and testing: Developing product concepts and testing them with
target consumers to assess their acceptance and refinement. d. Business analysis: Conducting
a thorough analysis of the product's potential profitability, including cost estimation, pricing
strategies, and sales projections. e. Product development: Designing and developing the
product prototype or sample for testing and refinement. f. Market testing: Testing the product
in a real-market environment to gather feedback, assess customer response, and make any
necessary modifications. g. Commercialization: Launching the final product into the market,
including distribution, promotion, and sales efforts.
5. Channels of Distribution include:
a. Direct distribution: Selling products directly to consumers without intermediaries, such as
through company-owned stores, websites, or catalogs. b. Indirect distribution: Involving
intermediaries such as wholesalers, retailers, distributors, and agents to reach consumers. This
can include both offline channels like brick-and-mortar stores and online channels like e-
commerce platforms. c. Dual distribution: Using multiple channels simultaneously to reach
different market segments or increase market coverage. d. Reverse distribution: Handling
product returns, exchanges, and recycling through channels designed for reverse logistics.
6. The pricing procedure involves:
a. Market analysis: Analyzing market conditions, competitor pricing, consumer demand, and
price elasticity. b. Cost analysis: Determining the costs involved in producing, distributing, and
selling the product, including fixed costs, variable costs, and overhead expenses. c. Pricing
objectives: Establishing pricing objectives such as maximizing profits, increasing market share,
or achieving target sales volume. d. Pricing strategies: Selecting appropriate pricing strategies
such as cost-based pricing, competition-based pricing, value-based pricing, or dynamic
pricing. e. Price setting: Setting the final selling price based on a combination of market
factors, cost considerations, and pricing objectives.
7. "Money spent on advertising is an investment and not a waste" implies that advertising
expenditures are intended to generate returns in terms of increased brand awareness,
customer acquisition, sales, and long-term profitability. Effective advertising can create value
for the brand by attracting and retaining customers, building brand loyalty, and influencing
purchasing decisions. Therefore, when advertising efforts are strategically planned and
executed, they can yield significant returns on investment for the company.
 8. Functions of a successful salesperson include:
a. Prospecting and lead generation: Identifying and qualifying potential customers or leads
through various channels such as referrals, networking, cold calling, and online research. b.
Building relationships: Establishing rapport, trust, and credibility with prospects by
understanding their needs, providing relevant information, and offering solutions tailored to
their requirements. c. Sales presentation: Communicating the value proposition of the product
or service effectively, addressing customer objections, and persuading prospects to make a
purchase. d. Negotiation and closing: Negotiating terms, pricing, and contracts with
customers to reach a mutually beneficial agreement and closing the sale. e. Follow-up and
customer service: Providing post-sale support, addressing customer concerns or issues, and
ensuring customer satisfaction to foster long-term relationships and repeat business.
10.
Consumer Behaviour: Consumer behavior refers to the study of how individuals, groups, or
organizations select, purchase, use, or dispose of goods, services, ideas, or experiences to
satisfy their needs and wants. It involves understanding various psychological, social, cultural,
and economic factors that influence consumer decision-making processes.

Factors Affecting Consumer Behaviour: Several factors influence consumer behavior:

1. Psychological factors: These include individual motivations, perceptions, attitudes, beliefs,

and emotions. For example, perception of a product's quality can influence purchase
decisions.
2. Social factors: Social influences such as family, reference groups, social class, culture, and
subculture play a significant role in shaping consumer behavior. For instance, family members'
preferences and peer influence can impact purchase decisions.
3. Cultural factors: Culture, subculture, and cultural norms influence consumer behavior by
shaping values, beliefs, and consumption patterns. Cultural differences in preferences and
perceptions affect product choices.
4. Personal factors: Personal characteristics such as age, gender, lifestyle, occupation, income,
education, and personality traits influence consumer behavior. For example, lifestyle choices
may dictate preferences for certain products or brands.
5. Economic factors: Economic conditions, income levels, employment status, inflation, and
disposable income affect consumer purchasing power and spending behavior. Economic
downturns may lead to changes in consumption patterns.
6. Marketing factors: Marketing efforts such as advertising, branding, product positioning,
pricing strategies, and promotional activities influence consumer perceptions and preferences.
Effective marketing campaigns can impact purchase decisions.
7. Situational factors: Situational influences such as time constraints, urgency, location, and
occasion can affect consumer behavior. For example, impulse purchases may occur in-store
due to attractive displays or promotional offers.

Understanding these factors helps businesses develop marketing strategies that effectively target and
influence consumer behavior.

11. Pricing: Pricing refers to the process of determining the monetary value or exchange value of
a product or service that a seller is willing to accept in exchange for that offering. It plays a
crucial role in influencing consumer behavior and market dynamics.

Factors Influencing Pricing Determination:

 1. Costs: The cost of production, including raw materials, labor, overhead expenses, and
distribution costs, serves as a fundamental factor in pricing decisions. Businesses typically aim
to cover their costs while achieving a reasonable profit margin.
2. Market Demand: The level of demand for a product or service influences pricing decisions.
Higher demand often allows for higher prices, while lower demand may necessitate price
adjustments to stimulate sales.
3. Competitive Environment: Competitor pricing strategies and market dynamics impact
pricing decisions. Businesses must consider competitor prices, differentiation, and market
positioning when setting prices to remain competitive.
4. Perceived Value: Consumers' perception of the value of a product or service relative to its
price affects their willingness to pay. Businesses must align pricing with perceived value to
attract customers and maintain profitability.
5. Economic Conditions: Economic factors such as inflation, interest rates, exchange rates, and
consumer purchasing power influence pricing decisions. Businesses may adjust prices in
response to economic fluctuations to remain viable.
6. Product Lifecycle: The stage of the product lifecycle—introduction, growth, maturity, or
decline—affects pricing strategies. Pricing may vary based on the product's stage,
competition, and market dynamics.
7. Marketing Objectives: Business objectives, such as maximizing profits, increasing market
share, penetrating new markets, or achieving a certain revenue target, guide pricing decisions.
Pricing strategies align with broader marketing goals.
8. Regulatory Environment: Legal and regulatory considerations, such as price ceilings, price-
fixing regulations, taxation policies, and anti-competitive practices, influence pricing decisions
and market behavior.

By carefully considering these factors, businesses can develop pricing strategies that effectively
balance profitability with customer value and market competitiveness.

12. Sales Promotion: Sales promotion refers to short-term marketing tactics designed to
stimulate immediate buying action or increase consumer demand for a product or service. It
involves offering incentives or inducements to encourage purchases, drive sales, and enhance
brand visibility.

Various Methods of Sales Promotion:

1. Discounts and Coupons: Offering price discounts, coupons, rebates, or vouchers to

incentivize immediate purchases and attract price-sensitive consumers.
2. Contests and Sweepstakes: Organizing contests, sweepstakes, or competitions where
consumers can participate and win prizes or rewards, thereby generating excitement and
engagement.
3. Free Samples: Distributing free samples of products to allow consumers to try before they
buy, enticing them to make a purchase based on positive experiences.
4. Buy One Get One (BOGO) Offers: Providing incentives such as buy one get one free, buy
one get one at a discounted price, or buy one get a complementary product to stimulate sales
and increase transaction value.
5. Loyalty Programs: Implementing loyalty programs, rewards, or points systems where
customers earn rewards, discounts, or exclusive benefits for repeat purchases or brand loyalty.
6. Limited Time Offers: Introducing limited-time offers, flash sales, or seasonal promotions to
create a sense of urgency and drive immediate purchase decisions.
7. Product Bundling: Offering bundled packages or value packs where multiple products or
services are sold together at a discounted price, providing added value to consumers.
 8. Trade Promotions: Providing incentives or discounts to retailers, wholesalers, or distributors
to encourage increased distribution, shelf space, or promotional support for the product.
9. Co-marketing and Partnerships: Collaborating with other brands or businesses to offer joint
promotions, cross-promotions, or co-branded offers to expand reach and attract new
customers.
10. Point-of-Purchase (POP) Displays: Creating attractive displays, signage, or promotional
materials at the point of sale to capture consumer attention, highlight promotions, and drive
impulse purchases.

By leveraging these sales promotion techniques, businesses can stimulate demand, increase sales, and
enhance brand visibility in the competitive marketplace.