Marketing Management.

.Mr.
.Mr. Charak Ray.

Charak Ray.
ASST.
ASST. PROFESSOR (FINANCE)
PROFESSOR (FINANCE)
1
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MBA(BHU),
MBA(BHU), ASSOCIATE((III), PGDHI(III)
ASSOCIATE((III), PGDHI(III)
SENIOR(ST.JA) PREVIOUS
BCM(BHSE),
BCM(BHSE), SENIOR(ST.JA)
MARKETING
MANAGEMENT
.Mr.
.Mr. Charak Ray.
Charak Ray.
ASST.
PROFESSOR (FINANCE)
2
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HOME
MBA(BHU),
BCM(BHSE),
Bed,
Go To
To The
Time We
Morning
Up In The
Time We Get
Right From The
.Mr.
.Mr. Charak Ray.
Charak Ray.
ASST.
PROFESSOR (FINANCE)
3
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HOME
MBA(BHU),
BCM(BHSE),
satisfy
our different needs
We use number of products to
.Mr.
.Mr. Charak Ray.
Charak Ray.
ASST.
PROFESSOR (FINANCE)
4
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HOME
MBA(BHU),
BCM(BHSE),
AND WHY
WHO MAKES THESE GOODS
.Mr.
.Mr. Charak Ray.
Charak Ray.
ASST.
PROFESSOR (FINANCE)
5
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HOME
MBA(BHU),
BCM(BHSE),
products
firm has vast portfolio of
For example HUL the FMCG
.Mr.
.Mr. Charak Ray.
Charak Ray.
ASST.
PROFESSOR (FINANCE)
6
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HOME
MBA(BHU),
BCM(BHSE),
.Mr.
.Mr. Charak Ray.
Charak Ray.
ASST.
PROFESSOR (FINANCE)
7
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MBA(BHU),
BCM(BHSE),
By
Wants
Satisfying
Customer’s
Needs And
These Firms
The
Demand For
Their Products
Profit
To Earn
Undertake
Various Activities To Encourage
NEXT
PREVIOUS Basic Question.???

HOME
PAGE
What Do We Mean By A Market

What Do We Mean By A Market
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PGDHI(III)
Who Is A Marketer?
(FINANCE)
PROFESSOR (FINANCE)
SENIOR(ST.JA)
Who Is A Marketer?
MBA(BHU), ASSOCIATE((III),
Ray.
Charak Ray.
What Can Be Marketed

ASST. PROFESSOR
.Mr. Charak

BCM(BHSE),
.Mr.
MBA(BHU),
ASST.
What Is Marketing Management?

What Is Marketing Management?
8
.Mr.
.Mr. Charak Ray.
Charak Ray.
ASST.
PROFESSOR (FINANCE)
9
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MBA(BHU),
BCM(BHSE),
can be termed as a ‘product

Anything that can be of value to the buyer
.Mr.
.Mr. Charak Ray.
Charak Ray.
ASST.
PROFESSOR (FINANCE)
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HOME
10
MBA(BHU),
BCM(BHSE),
Market
product or service
Refers to a set of
actual and potential buyers of a

NEXT
Marketer
PREVIOUS
• Active part in the process of exchange.
HOME
PAGE
EXIT • Seller analyses the needs of the potential buyers,

develops a market offering and persuades the buyers to
buy the product
PGDHI(III)
(FINANCE)
PROFESSOR (FINANCE)
SENIOR(ST.JA)
• Situations of rare supply, the buyer may be taking extra

efforts in persuading the seller to sell the product to
Ray.
Charak Ray.
him/her.
ASST. PROFESSOR
.Mr. Charak
BCM(BHSE),
.Mr.
MBA(BHU),
ASST.
11
NEXT
Marketing Management
• IsIsananart
art and science of choosing target
PREVIOUS
•
and science of choosing target
markets
HOME
markets
PAGE
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PGDHI(III)
(FINANCE)
PROFESSOR (FINANCE)
SENIOR(ST.JA)
• And getting, keeping and growing customers

• And getting, keeping and growing customers
Ray.
Charak Ray.
ASST. PROFESSOR
.Mr. Charak
BCM(BHSE),
.Mr.
MBA(BHU),
ASST.
• Through creating, delivering and

• Through creating, delivering and
communicating superior customer value
communicating superior customer value
12
.Mr.
.Mr. Charak Ray.
Charak Ray.
ASST.
PROFESSOR (FINANCE)
EXIT
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HOME
13
MBA(BHU),
BCM(BHSE),
E
C
C Customer Value
Exchange Mechanism
I Identification of Need
Creating a Market Offering

Process Of Marketing
NEXT
PREVIOUS Identification of Need

HOME
To identify needs of the
To identify needs of the
PAGE
EXIT
Target customers
Target customers
PGDHI(III)
(FINANCE)
PROFESSOR (FINANCE)
SENIOR(ST.JA)
and develop products

Ray.
Charak Ray.
and develop products

ASST. PROFESSOR
.Mr. Charak
And services that satisfy such needs.

BCM(BHSE),
And services that satisfy such needs.

.Mr.
MBA(BHU),
ASST.
14
Creating a Market Offering
NEXT
PREVIOUS
Refers to a complete offer for a product or
Refers to a complete offer for a product or
HOME
service, having features like.
PAGE
service, having features like.
EXIT
PGDHI(III)
(FINANCE)
PROFESSOR (FINANCE)
SENIOR(ST.JA)
Size
Quality
Ray.
Charak Ray.
ASST. PROFESSOR
.Mr. Charak
Taste
BCM(BHSE),
.Mr.
MBA(BHU),
ASST.
15
NEXT
Customer Value
PREVIOUS
To add to the value of the product so that
To add to the value of the product so that
HOME
the customers prefer
PAGE
the customers prefer
EXIT
PGDHI(III)
(FINANCE)
PROFESSOR (FINANCE)
SENIOR(ST.JA)
Over its competing products

Ray.
Charak Ray.
Over its competing products

ASST. PROFESSOR
.Mr. Charak
BCM(BHSE),
.Mr.
MBA(BHU),
ASST.
16
NEXT
Exchange Mechanism
PREVIOUS
Process through which two or more parties come
Process through which two or more parties come
HOME
together
PAGE
together
EXIT
PGDHI(III)
To get product or service from someone,

To get product or service from someone,
(FINANCE)
PROFESSOR (FINANCE)
SENIOR(ST.JA)
Ray.
Charak Ray.
ASST. PROFESSOR
.Mr. Charak
by giving something in return

by giving something in return
BCM(BHSE),
.Mr.
MBA(BHU),
ASST.
17
Marketing Management Philosophies
NEXT
PREVIOUS
HOME
PAGE
EXIT
PGDHI(III)
(FINANCE)
PROFESSOR (FINANCE)
SENIOR(ST.JA)
Product Concept Selling Concept

Production Concept Selling Concept

Ray.
Product Concept
Charak Ray.
Production Concept
ASST. PROFESSOR
.Mr. Charak
BCM(BHSE),
.Mr.
MBA(BHU),
ASST.
Marketing Concept Societal Marketing Concept

18 Marketing Concept Societal Marketing Concept
.Mr.
.Mr. Charak Ray.
Charak Ray.
ASST.
PROFESSOR (FINANCE)
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19
MBA(BHU),
BCM(BHSE),
Focus
Means
Factory
Starting Point
Production
affordable and widely available.

ProductionConcept
Concept
Product can be sold when they are
Lowering the cost of the production.

NEXT
Ends
PREVIOUS
Profit through mass production and

distribution
HOME
PAGE
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When used
PGDHI(III)
Demand of product is more than supply or

product
(FINANCE)
PROFESSOR (FINANCE)
SENIOR(ST.JA)
Ray.
Charak Ray.
Limitations
ASST. PROFESSOR
.Mr. Charak
Ignore competition, customer, needs and

BCM(BHSE),
wants.
.Mr.
MBA(BHU),
ASST.
Example
Chinese product sold in the market
20
.Mr.
.Mr. Charak Ray.
Charak Ray.
ASST.
PROFESSOR (FINANCE)
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21
MBA(BHU),
BCM(BHSE),
Focus
Means
Factory
Starting Point
Product improvement
Product
Products of high quality,

ProductConcept
performance,innovative features
Concept
NEXT
PREVIOUS
HOME
PAGE Ends
EXIT Profit through product quality
PGDHI(III)
When used
When customer admire product of high
(FINANCE)
PROFESSOR (FINANCE)
SENIOR(ST.JA)
quality
Ray.
Charak Ray.
Limitations
ASST. PROFESSOR
.Mr. Charak
Companies sometimes do not realize what

BCM(BHSE),
the actual need of the market.

.Mr.
MBA(BHU),
ASST.
Example
Customers demanding branded pizza than
local pizza.
22
NEXT
PREVIOUS
SellingConcept
Selling Concept
HOME
PAGE
Starting Point
Factory
EXIT
PGDHI(III)
(FINANCE)
PROFESSOR (FINANCE)
Means
SENIOR(ST.JA)
selling and promotion of the product

Ray.
Charak Ray.
ASST. PROFESSOR
.Mr. Charak
BCM(BHSE),
.Mr.
MBA(BHU),
ASST.
Focus
Aggressive selling and promotion
efforts to make customers buy what
23 is offered..
NEXT
Selling Concept
PREVIOUS
HOME
PAGE Ends
EXIT Profit through sales volume
PGDHI(III)
When used
Customer can be persuaded and attracted
(FINANCE)
PROFESSOR (FINANCE)
SENIOR(ST.JA)
Ray.
Charak Ray.
ASST. PROFESSOR
.Mr. Charak
Limitations
BCM(BHSE),
Customer cannot be manipulated many times

.Mr.
and the firm may lose its image

MBA(BHU),
ASST.
Example
Firm selling insurance policies
24
NEXT
PREVIOUS
MarketingConcept
Marketing Concept
HOME
PAGE
Starting Point
Analyzing market conditions
EXIT
PGDHI(III)
(FINANCE)
PROFESSOR (FINANCE)
SENIOR(ST.JA)
Means
Integrated marketing technique

Ray.
Charak Ray.
ASST. PROFESSOR
.Mr. Charak
BCM(BHSE),
.Mr.
MBA(BHU),
ASST.
Focus
Understanding of customers and developing the
products better than the competitors.
25
NEXT
PREVIOUS
HOME
PAGE
Ends
Profit through customer satisfaction
EXIT
PGDHI(III)
When used
Customer have wider choice of the product
(FINANCE)
PROFESSOR (FINANCE)
SENIOR(ST.JA)
and firm faces intense competition

Ray.
Charak Ray.
ASST. PROFESSOR
.Mr. Charak
Limitations
Companies forgot the interest of the
BCM(BHSE),
overall society
.Mr.
MBA(BHU),
ASST.
Example
Dell computers, Microsoft, oracle, and
26 Procter & gamble follow this concept.
NEXT
SocietalConcept
Societal Concept
PREVIOUS
HOME
PAGE
Starting Point
Analyzing market conditions and
EXIT
societal issues
PGDHI(III)
(FINANCE)
PROFESSOR (FINANCE)
SENIOR(ST.JA)
Means
Ray.
Charak Ray.
Integrated marketing technique

ASST. PROFESSOR
.Mr. Charak
BCM(BHSE),
.Mr.
MBA(BHU),
ASST.
Focus
Welfare of society, followed by the satisfaction of
the consumers
27
NEXT
PREVIOUS
HOME
PAGE Ends
EXIT Customer satisfaction with society well being
PGDHI(III)
When used
(FINANCE)
PROFESSOR (FINANCE)
Customer is concerned about social welfare and issues.

SENIOR(ST.JA)
Ray.
Charak Ray.
ASST. PROFESSOR
.Mr. Charak
Limitations
BCM(BHSE),
Profits may by reduce to fulfill social issues

.Mr.
MBA(BHU),
ASST.
Example
Fast food restaurant offering burgers with low fats
28
NEXT
PREVIOUS
Production Product Selling Marketing Societal

HOME
Basis
Concept Concept Concept Concept Concept
PAGE
EXIT
Starting Factory Factory Factory Market Market,
Point Society
Main Focus Quantity of Quality, Existing Customer Customer
PGDHI(III)
product performance, product needs needs and

features of society’s well
(FINANCE)
PROFESSOR (FINANCE)
SENIOR(ST.JA)
product being
Means Availability Selling Integrated Integrated
and Product and marketing marketing

Ray.
Charak Ray.
affordability improvements promoting

ASST. PROFESSOR
.Mr. Charak
of product
Ends Profit Profit Profit Profit Profit through
BCM(BHSE),
through through through through customer

.Mr.
volume of product sales customer satisfaction

MBA(BHU),
ASST.
production quality volume satisfaction and social

welfare
29
NEXT
PREVIOUS Marketing vs Selling

HOME
Demand
PAGE
EXIT
Producing product Assumes demand

Producing product Assumes demand
for the products
PGDHI(III)
according to for the products

according to
need of customer
need of customer
(FINANCE)
PROFESSOR (FINANCE)
SENIOR(ST.JA)
Ray.
Charak Ray.
ASST. PROFESSOR
.Mr. Charak
BCM(BHSE),
.Mr.
MBA(BHU),
ASST.
30
NEXT
PREVIOUS
Marketing vs Selling
HOME
PAGE
Scope
EXIT
Wider term, Part of

Wider term,
PGDHI(III)
Part of
which includes marketing and

which includes marketing and
selling, narrow concept
(FINANCE)
PROFESSOR (FINANCE)
selling,
SENIOR(ST.JA)
Advertising. narrow concept

Advertising.
Ray.
Charak Ray.
ASST. PROFESSOR
.Mr. Charak
BCM(BHSE),
.Mr.
MBA(BHU),
ASST.
31
.Mr.
.Mr. Charak Ray.
Charak Ray.
ASST.
PROFESSOR (FINANCE)
EXIT
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32
MBA(BHU),
BCM(BHSE),
BCM(BHSE), SENIOR(ST.JA) Marketing
satisfaction
satisfaction
Profit by customers’
Profit by customers’
vs
Objective
sales volume.
Profit by higher
sales volume.
Profit by higher
Selling
.Mr.
.Mr. Charak Ray.
Charak Ray.
ASST.
PROFESSOR (FINANCE)
EXIT
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33
MBA(BHU),
BCM(BHSE),
buyer
oriented
buyer
Marketing
Efforts are
oriented
Efforts are
vs
Focus
Efforts
oriented
are seller-
Efforts
oriented
are seller-
Selling
NEXT

HOME
PAGE
Start and end

EXIT
Begin before Efforts are

Begin before Efforts are
PGDHI(III)
Made for the

production and Made for the

production and profitable
continue after profitable
(FINANCE)
PROFESSOR (FINANCE)
continue after
SENIOR(ST.JA)
sale selling
sale selling
Ray.
Charak Ray.
ASST. PROFESSOR
.Mr. Charak
BCM(BHSE),
.Mr.
MBA(BHU),
ASST.
34
NEXT

HOME
PAGE
Approach
EXIT
Integrated Sell hook or by

Integrated Sell hook or by
PGDHI(III)
approach to crook
approach to crook
identify and
(FINANCE)
PROFESSOR (FINANCE)
SENIOR(ST.JA)
identify and
satisfy customers
satisfy customers
approach
Ray.
approach
Charak Ray.
ASST. PROFESSOR
.Mr. Charak
BCM(BHSE),
.Mr.
MBA(BHU),
ASST.
35
.Mr.
.Mr. Charak Ray.
Charak Ray.
ASST.
PROFESSOR (FINANCE)
EXIT
PAGE
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HOME
36
MBA(BHU),
BCM(BHSE),
market
Marketing
market
king of the
king of the
Customer is the
Customer is the
vs
Supremacy
market
market
king of the
Seller is the
king of the
Seller is the
Selling
NEXT
PREVIOUS
HOME Basis Marketing Selling

PAGE
Demand Producing product Assumes demand for

EXIT
according to need the products
of customer
Scope. Wider term, which Part of marketing and
PGDHI(III)
includes selling, this is not a

(FINANCE)
PROFESSOR (FINANCE)
Advertising. comprehensive term.

SENIOR(ST.JA)
Objective Profit by customers’ Profit by higher sales

satisfaction and volume.

Ray.
Charak Ray.
stability of the
ASST. PROFESSOR
.Mr. Charak
Focus Efforts are buyer Efforts are seller-

firm
BCM(BHSE),
oriented oriented.
.Mr.
MBA(BHU),
ASST.
37
Basis Marketing Selling
NEXT
Start and Begin before Goods are produced,

PREVIOUS
HOME
PAGE end production and and then efforts are
EXIT
continue after sale. Made for their
profitable selling
Approach Integrated Sell hook or by crook
approach to identify
PGDHI(III)
and satisfy
(FINANCE)
customers approach
PROFESSOR (FINANCE)
SENIOR(ST.JA)
Supremacy Customer is the king Seller is the king of

of the market the market
Ray.
Charak Ray.
ASST. PROFESSOR
.Mr. Charak
BCM(BHSE),
.Mr.
MBA(BHU),
ASST.
38
Marketing Management functions
NEXT
PREVIOUS
Gathering and
HOME
Standardization and
PAGE
Analyzing Market
Grading:
Information
EXIT
Packaging and
Labeling: Branding:
PGDHI(III)
(FINANCE)
PROFESSOR (FINANCE)
SENIOR(ST.JA)
Customer Support
Pricing of Products:
Services:
Ray.
Charak Ray.
ASST. PROFESSOR
.Mr. Charak
BCM(BHSE),
Promotion: Physical Distribution

.Mr.
MBA(BHU),
ASST.
Storage and
Transportation: Warehousing:
39
NEXT
Gathering and Analyzing Market Information
PREVIOUS
Identifies needs of the customers

HOME
PAGE
Identifies needs of the customers
and takes decisions to satisfy customer need
and takes decisions to satisfy customer need
EXIT
with profitability. Examining available

with profitability. Examining available
PGDHI(III)
(FINANCE)
PROFESSOR (FINANCE)
SENIOR(ST.JA)
Ray.
Charak Ray.
Strengths Weaknesses
ASST. PROFESSOR
.Mr. Charak
BCM(BHSE),
.Mr.
MBA(BHU),
ASST.
Opportunities Threats
40
NEXT
Standardization
Helps in achieving uniformity in the output
PREVIOUS
Helps in achieving uniformity in the output

quality, price and packaging
HOME
quality, price and packaging

PAGE
EXIT
Reduces the need for

Reduces the need for
PGDHI(III)
• Inspection
• Inspection
• Testing an
(FINANCE)
PROFESSOR (FINANCE)
SENIOR(ST.JA)
• Testing an
• Evaluation
• Evaluation
Ray.
Charak Ray.
ASST. PROFESSOR
.Mr. Charak
BCM(BHSE),
.Mr.
MBA(BHU),
ASST.
41
NEXT
Grading of products
Grading the products into different categories
PREVIOUS
on the basis of quality or features

HOME
PAGE
EXIT
PGDHI(III)
On the basis of features

(FINANCE)
PROFESSOR (FINANCE)
SENIOR(ST.JA)
Ray.
Charak Ray.
ASST. PROFESSOR
.Mr. Charak
BCM(BHSE),
.Mr.
On the basis of quality

MBA(BHU),
ASST.
Full cream Single tone

42
.Mr.
.Mr. Charak Ray.
Charak Ray.
ASST.
PROFESSOR (FINANCE)
EXIT
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43
MBA(BHU),
BCM(BHSE),
Labeling
Its contents,
Its contents,
Method of use,
Method of use,
About the product,
About the product,
Provide detailed information
NEXT
Packaging
Anything which protects the product from
PREVIOUS
HOME Anything which protects the product from

PAGE
• Leakages,
• Leakages,
• Spoilage,
EXIT
• Spoilage,
• Moisture,
• Moisture,
PGDHI(III)
• Heat
• Heat
(FINANCE)
PROFESSOR (FINANCE)
SENIOR(ST.JA)
• Mishandling
• Mishandling
Ray.
Charak Ray.
• Adds value and life to the product

ASST. PROFESSOR
.Mr. Charak
BCM(BHSE),
.Mr.
MBA(BHU),
ASST.
44
NEXT
Branding
PREVIOUS
Name, term, symbol or combination of all
HOME
these which
PAGE
these which
EXIT
Name
Term Symbol
PGDHI(III)
(FINANCE)
PROFESSOR (FINANCE)
SENIOR(ST.JA)
Ray.
Charak Ray.
ASST. PROFESSOR
.Mr. Charak
BCM(BHSE),
.Mr.
MBA(BHU),
ASST.
Uniquely identify the products and

Creates a brand identity for consumer
45
NEXT Promotion
PREVIOUS As an Element marketing mix , refers to combination
of promotional tools like
HOME
PAGE
S
S
EXIT Sales Promotion
A
A Advertisement
PGDHI(III)
P
P
Personal Selling,
(FINANCE)
PROFESSOR (FINANCE)
SENIOR(ST.JA)
P
P Publicity.
Ray.
Charak Ray.
Which Can be used in different combinations,

ASST. PROFESSOR
.Mr. Charak
To achieve its communication objectives of

BCM(BHSE),
.Mr.
R Reminding
R
MBA(BHU),
ASST.
Informing potential customers

I
I
Persuading customer to buy.
46 P
P
NEXT
Customer Support Services
Customer Support Services
Customer support services such as
PREVIOUS
HOME
PAGE
Customer support services such as
EXIT
PGDHI(III)
After sales services

(FINANCE)
PROFESSOR (FINANCE)
SENIOR(ST.JA)
Handling customer
complaints
Ray.
Charak Ray.
ASST. PROFESSOR
.Mr. Charak
BCM(BHSE),
Obtaining credit
.Mr.
services
MBA(BHU),
ASST.
Satisfaction to the customers

47
NEXT
Pricing of Products:
PREVIOUS
Involves decisions regarding fixation of

HOME Involves decisions regarding fixation of
PAGE
product prices, keeping in view
product prices, keeping in view
EXIT
PGDHI(III)
• The product costs,

• The product costs,
(FINANCE)
PROFESSOR (FINANCE)
SENIOR(ST.JA)
Ray.
Charak Ray.
ASST. PROFESSOR
.Mr. Charak
• The capacity of customers to pay,

• The capacity of customers to pay,
BCM(BHSE),
.Mr.
MBA(BHU),
ASST.
• the prices of the competitive products.

• the prices of the competitive products.
48
NEXT Physical distribution
• Activities required to moving goods from
PREVIOUS • Activities required to moving goods from
manufacturers to the customers.
HOME manufacturers to the customers.
• Creates place utility and time utility.
PAGE
EXIT
• Includes
• Includes
PGDHI(III)
(FINANCE)
PROFESSOR (FINANCE)
SENIOR(ST.JA)
S Stock/Inventory
Ray.
Charak Ray.
ASST. PROFESSOR
.Mr. Charak
W Warehousing
BCM(BHSE),
.Mr.
O Order processing
MBA(BHU),
ASST.
T Transportation
49
NEXT
Warehousing
• Essential when some goods are perishable
PREVIOUS

and seasonal like
HOME
and seasonal like

PAGE
EXIT
PGDHI(III)
(FINANCE)
PROFESSOR (FINANCE)
SENIOR(ST.JA)
Fruits & vegetables

Ray.
Charak Ray.
Crops
ASST. PROFESSOR
.Mr. Charak
Ice-cream
BCM(BHSE),
.Mr.
MBA(BHU),
ASST.
Needs to store the goods till they are

sold in the market.
sold in the market.
50
NEXT
Transportation
Helps in movement of goods from the place of
PREVIOUS

HOME
production to the place of consumption like
PAGE
EXIT
PGDHI(III)
(FINANCE)
PROFESSOR (FINANCE)
SENIOR(ST.JA)
Cost Effective
Ray.
Charak Ray.
Cost Effective
Speed
Speed
ASST. PROFESSOR
.Mr. Charak
BCM(BHSE),
.Mr.
MBA(BHU),
ASST.
Availability
Availability
51
.Mr.
.Mr. Charak Ray.
Charak Ray.
ASST.
PROFESSOR (FINANCE)
EXIT
PAGE
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52
MBA(BHU),
BCM(BHSE),
.Mr.
.Mr. Charak Ray.
Charak Ray.
ASST.
PROFESSOR (FINANCE)
EXIT
PAGE
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HOME
53
MBA(BHU),
BCM(BHSE),
p
Market
Leadershi
Wants To
Achieve……
Every Firm
Share
Market
Of
Demand
Creation
Goodwill
.Mr.
.Mr. Charak Ray.
Charak Ray.
ASST.
PROFESSOR (FINANCE)
EXIT
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54
MBA(BHU),
BCM(BHSE),
Children
has to decides
has to decides
Male
the target customer like
Ex:- Garments firms firm
the target customer like
Ex:- Garments firms firm
Females
.Mr.
.Mr. Charak Ray.
Charak Ray.
ASST.
PROFESSOR (FINANCE)
EXIT
PAGE
NEXT
HOME
55
MBA(BHU),
BCM(BHSE),
Hotels
based
Target
basedon
onthe
like……
Targetmarket
Media
like……
thesector
marketmay
may be
sectorwise
be
wise
Consturction
.Mr.
.Mr. Charak Ray.
Charak Ray.
ASST.
PROFESSOR (FINANCE)
EXIT
PAGE
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HOME
56
MBA(BHU),
BCM(BHSE),
variables
Controllable
marketing decision based on
The firm has to Take suitable
variable
Uncontrollable
NEXT
Controllable
PREVIOUS
Variables…????????
Can be influenced at the level of the firm like
HOME
PAGE Can be influenced at the level of the firm like
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PGDHI(III)
(FINANCE)
PROFESSOR (FINANCE)
SENIOR(ST.JA)
Ray.
Charak Ray.
Distribution
ASST. PROFESSOR
.Mr. Charak
Product Network
Packaging
BCM(BHSE),
.Mr.
MBA(BHU),
ASST.
Price Of
Commodity
57
.Mr.
.Mr. Charak Ray.
Charak Ray.
ASST.
PROFESSOR (FINANCE)
EXIT
PAGE
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HOME
58
MBA(BHU),
BCM(BHSE),
Rate Of Inflation
Government Policy
Uncontrollable Variables
Extent Of Competition
NEXT
PREVIOUS
HOME
PAGE
What Is
What Is
Marketing
EXIT
Marketing Combination Of 4 Controllable

Mix
Mix Variable
PGDHI(III)
Popularly Known As 4 P,s As Price

(FINANCE)
PROFESSOR (FINANCE)
SENIOR(ST.JA)
, Product , Place , Promotion

Ray.
Charak Ray.
Which Marketer Uses In

ASST. PROFESSOR
.Mr. Charak
Different Proportion
BCM(BHSE),
.Mr.
To Achieve Its Marketing

MBA(BHU),
ASST.
Objectives
59
.Mr.
.Mr. Charak Ray.
Charak Ray.
ASST.
PROFESSOR (FINANCE)
EXIT
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HOME
60
MBA(BHU),
BCM(BHSE),
PRODUCT
PRICE
PLACE
4 P’S OF MARKETING MIX
PROMOTION
NEXT Product
• Mixture of tangible and intangible quality to satisfy
PREVIOUS
• Mixture of tangible and intangible quality to satisfy
customer needs.
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customer needs.
• Include services, ideas, persons, and places, services,

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• Include services, ideas, persons, and places, services,

events , goods
events , goods
PGDHI(III)
(FINANCE)
PROFESSOR (FINANCE)
SENIOR(ST.JA)
Ray.
Charak Ray.
ASST. PROFESSOR
.Mr. Charak
BCM(BHSE),
Events Services
.Mr.
MBA(BHU),
ASST.
61 Goods
NEXT
Place Mix
Concerned with transferring the goods and
PREVIOUS
services.
services.
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PAGE
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To the consumer At Right time At Right Place

PGDHI(III)
(FINANCE)
PROFESSOR (FINANCE)
SENIOR(ST.JA)
Ray.
Charak Ray.
By Using
ASST. PROFESSOR
.Mr. Charak
BCM(BHSE),
Channels of Distribution Physical Distribution

.Mr.
MBA(BHU),
ASST.
62
NEXT
Price Mix
Money paid by a buyer
PREVIOUS
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or received by a seller
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PGDHI(III)
in exchange of the purchase

(FINANCE)
PROFESSOR (FINANCE)
SENIOR(ST.JA)

Ray.
Charak Ray.
ASST. PROFESSOR
.Mr. Charak
BCM(BHSE),
.Mr.
of a product or a service.
MBA(BHU),
ASST.
63
NEXT
Promotion
As an Element marketing mix , refers to combination
HOME
PAGE of promotional tools like
S
S
A
A Advertising,
PGDHI(III)
P
P Personal Selling,
(FINANCE)
PROFESSOR (FINANCE)
SENIOR(ST.JA)
P
P Publicity.
Ray.
Charak Ray.

ASST. PROFESSOR
.Mr. Charak

BCM(BHSE),
.Mr.
R
R Reminding
MBA(BHU),
ASST.
I Informing potential customers

I
P
P Persuading cutomer to buy.
64
NEXT
PREVIOUS
Four P,s Four C,s
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EXIT Customers
Customers solution,
solution, designing
designing ,,
packaging,
packaging, labelling,
labelling, branding
branding
Product
Product
PGDHI(III)
(FINANCE)
PROFESSOR (FINANCE)
Cost
Cost of
of product.
product. Fixing
Fixing the
the price
price of
of th
SENIOR(ST.JA)
th
product
Price
Price
product
Ray.
Charak Ray.
ASST. PROFESSOR
.Mr. Charak
Convenience
Convenience of
of customers,
customers,
BCM(BHSE),
Place
Place
transportation,
transportation, warehousing
warehousing ,, channels
channels
.Mr.
MBA(BHU),
ASST.
Communciation
Communciation with
with customers,
customers,
Promotion
Promotion
advertisment
advertisment
65
.Mr.
.Mr. Charak Ray.
Charak Ray.
ASST.
PROFESSOR (FINANCE)
EXIT
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HOME
66
MBA(BHU),
BCM(BHSE),
.Mr.
.Mr. Charak Ray.
Charak Ray.
ASST.
PROFESSOR (FINANCE)
EXIT
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67
MBA(BHU),
BCM(BHSE),
needs.
Includes….
exchanged for a value,
And Intangible Attributes
Which are capable of being

Product is a mixture of tangible
With ability to satisfy customer

.Mr.
.Mr. Charak Ray.
Charak Ray.
ASST.
PROFESSOR (FINANCE)
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68
MBA(BHU),
BCM(BHSE),
Ideas
Places
Services
Experiences
A Physical Product
Say no to drugs
NEXT
Three types of benefits for a customer from the
PREVIOUS product
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PAGE
EXIT Functional benefits
●
Car provides functional utility of
PGDHI(III)
transportation
(FINANCE)
PROFESSOR (FINANCE)
SENIOR(ST.JA)
Psychological benefits
Ray.
Charak Ray.
ASST. PROFESSOR
Satisfies the need for prestige and

.Mr. Charak
esteem
BCM(BHSE),
.Mr.
Social benefits.
MBA(BHU),
ASST.
●
Acceptance from a group
69
.Mr.
.Mr. Charak Ray.
Charak Ray.
ASST.
PROFESSOR (FINANCE)
EXIT
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70
MBA(BHU),
BCM(BHSE),
Branding
Packaging
Element Of Product
Labeling
NEXT
Branding
PREVIOUS
HOME
these which
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these which
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Name
Term Symbol
PGDHI(III)
(FINANCE)
PROFESSOR (FINANCE)
SENIOR(ST.JA)
Ray.
Charak Ray.
ASST. PROFESSOR
.Mr. Charak
BCM(BHSE),
.Mr.
MBA(BHU),
ASST.

71
.Mr.
.Mr. Charak Ray.
Charak Ray.
ASST.
PROFESSOR (FINANCE)
EXIT
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72
MBA(BHU),
BCM(BHSE),
Brand Name
Components Of Brand Name
Brand Mark
Trade Mark
.Mr.
.Mr. Charak Ray.
Charak Ray.
ASST.
PROFESSOR (FINANCE)
EXIT
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73
MBA(BHU),
BCM(BHSE),
Brand Mark
Brand Name
express.
can be spoken.
which is not able to

Part of a brand which
can be recognized but
Part of a brand, which
Branding
NEXT
Trade Mark
PREVIOUS
• Registered market that provides legal

HOME • Registered market that provides legal
PAGE
protection to the firm
protection to the firm
EXIT
PGDHI(III)
• Other firms cannot use this trade marks

• Other firms cannot use this trade marks
(FINANCE)
PROFESSOR (FINANCE)
SENIOR(ST.JA)
Ray.
Charak Ray.
ASST. PROFESSOR
.Mr. Charak
BCM(BHSE),
.Mr.
MBA(BHU),
ASST.
74
.Mr.
.Mr. Charak Ray.
Charak Ray.
ASST.
PROFESSOR (FINANCE)
EXIT
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HOME
75
MBA(BHU),
BCM(BHSE),
Marketers
Advantages Of Branding
Customers
.Mr.
.Mr. Charak Ray.
Charak Ray.
ASST.
PROFESSOR (FINANCE)
EXIT
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76
MBA(BHU),
BCM(BHSE),
D
A
Merits Of Branding To marketer
NEXT
Product Differentiation
• Helps to distinguishing its product from
• Helps to distinguishing its product from
PREVIOUS
that of its competitors.

that of its competitors.
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Brands Local product

PGDHI(III)
(FINANCE)
PROFESSOR (FINANCE)
SENIOR(ST.JA)
Ray.
Charak Ray.
ASST. PROFESSOR
.Mr. Charak
Enables the firm to protect and compete in

BCM(BHSE),
Enables the firm to protect and compete in

.Mr.
the market
the market
MBA(BHU),
ASST.
77
NEXT
PREVIOUS
Advertising and Display Programmers
• Advertisement is an information tools
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• Advertisement is an information tools
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PGDHI(III)
• Branding makes advertisement campaign

(FINANCE)
PROFESSOR (FINANCE)
• Branding makes advertisement campaign

SENIOR(ST.JA)
effective and increases sales volume

effective and increases sales volume
Ray.
Charak Ray.
ASST. PROFESSOR
.Mr. Charak
BCM(BHSE),
.Mr.
MBA(BHU),
ASST.
• Makes display more appealing the to the

• Makes display more appealing the to the
customers than the local product
customers than the local product
78
NEXT
Introduction of New Product becomes easy

PREVIOUS
When new product is introduced

HOME
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When new product is introduced
EXIT
under a known brand, it enjoys the

under a known brand, it enjoys the
PGDHI(III)
(FINANCE)
PROFESSOR (FINANCE)
SENIOR(ST.JA)
Ray.
Charak Ray.
goodwill of the brand and

ASST. PROFESSOR
.Mr. Charak
goodwill of the brand and

BCM(BHSE),
.Mr.
MBA(BHU),
ASST.
usually get higher sales

79 usually get higher sales
NEXT
Differential Pricing
PREVIOUS
Firm can charge
HOME
Firm can charge
PAGE
EXIT
high price for its branded products than

high price for its branded products than
PGDHI(III)
(FINANCE)
PROFESSOR (FINANCE)
SENIOR(ST.JA)
Ray.
Charak Ray.
that charged by its competitors

that charged by its competitors
ASST. PROFESSOR
.Mr. Charak
BCM(BHSE),
.Mr.
MBA(BHU),
ASST.
80
.Mr.
.Mr. Charak Ray.
Charak Ray.
ASST.
PROFESSOR (FINANCE)
EXIT
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81
MBA(BHU),
BCM(BHSE),
E
E
S
Merits Of branding To customers
Status Symbol
NEXT
Become status symbols because of their

PREVIOUS
Become status symbols because of their

quality and uniqueness
HOME
quality and uniqueness

PAGE
EXIT
PGDHI(III)
The consumers feel proud and improve their

The consumers feel proud and improve their
(FINANCE)
satisfaction level.
PROFESSOR (FINANCE)
SENIOR(ST.JA)
satisfaction level.
Ray.
Charak Ray.
ASST. PROFESSOR
.Mr. Charak
BCM(BHSE),
.Mr.
MBA(BHU),
ASST.
Tata Motors Jet Airways

Lakme
82
NEXT
Ease in shopping
Satisfied customer with a particular brand of
Satisfied customer with a particular brand of
PREVIOUS
a product,
a product,
HOME
PAGE
EXIT
PGDHI(III)
(FINANCE)
customer need not

PROFESSOR (FINANCE)
SENIOR(ST.JA)
customer need not

Ray.
Charak Ray.
ASST. PROFESSOR
.Mr. Charak
BCM(BHSE),
make a close check every time.

.Mr.
make a close check every time.

MBA(BHU),
ASST.
83
NEXT
Ensures Quality
• Branding means quality.
• Branding means quality.
PREVIOUS
HOME
PAGE
EXIT
PGDHI(III)
(FINANCE)
PROFESSOR (FINANCE)
SENIOR(ST.JA)
Ray.
Charak Ray.
• Customer is always confident about the

• Customer is always confident about the
ASST. PROFESSOR
quality and standards

.Mr. Charak
quality and standards

BCM(BHSE),
.Mr.
MBA(BHU),
ASST.
84
.Mr.
.Mr. Charak Ray.
Charak Ray.
ASST.
PROFESSOR (FINANCE)
EXIT
PAGE
NEXT
HOME
85
MBA(BHU),
BCM(BHSE),
E
R
S
D
A
Characteristics Of Good Brand
NEXT
Suggestive
• Suggest the product’s benefits and qualities.
PREVIOUS
HOME • Suggest the product’s benefits and qualities.

PAGE
EXIT
• ItItshould
should be suitable to the product’s
•
be suitable to the product’s
function.
function.
PGDHI(III)
(FINANCE)
PROFESSOR (FINANCE)
SENIOR(ST.JA)
Ray.
Charak Ray.
ASST. PROFESSOR
.Mr. Charak
BCM(BHSE),
.Mr.
MBA(BHU),
ASST.
86
NEXT
Continuing
PREVIOUS
Chosen name should have staying power i.e., it

HOME
Chosen name should have staying power i.e., it
PAGE
should not get out of date. .
should not get out of date. .
EXIT
PGDHI(III)
(FINANCE)
PROFESSOR (FINANCE)
SENIOR(ST.JA)
Ray.
Charak Ray.
ASST. PROFESSOR
.Mr. Charak
BCM(BHSE),
.Mr.
Lifebuoy( more than 125 years)

Lifebuoy( more than 125 years)
MBA(BHU),
ASST.
87
NEXT
Adaptable
Should be suitably flexible to add new
PREVIOUS
Should be suitably flexible to add new

products, which are added to the existing
HOME
products, which are added to the existing

PAGE
product line
EXIT
product line
PGDHI(III)
(FINANCE)
PROFESSOR (FINANCE)
SENIOR(ST.JA)
Ray.
Charak Ray.
ASST. PROFESSOR
.Mr. Charak
BCM(BHSE),
.Mr.
MBA(BHU),
ASST.
88
.Mr.
.Mr. Charak Ray.
Charak Ray.
ASST.
PROFESSOR (FINANCE)
EXIT
PAGE
NEXT
HOME
89
MBA(BHU),
BCM(BHSE),
Registered
protected legally.
protected legally.
Should be capable of being registered and
Should be capable of being registered and
.Mr.
.Mr. Charak Ray.
Charak Ray.
ASST.
PROFESSOR (FINANCE)
EXIT
PAGE
NEXT
HOME
90
MBA(BHU),
BCM(BHSE),
Easy to spell
recognize and remember

recognize and remember
Should be short, easy to pronounce, spell,
Should be short, easy to pronounce, spell,
.Mr.
.Mr. Charak Ray.
Charak Ray.
ASST.
PROFESSOR (FINANCE)
EXIT
PAGE
NEXT
HOME
91
MBA(BHU),
BCM(BHSE),
BCM(BHSE), SENIOR(ST.JA) •
• AAbrand
Disincentive
name should be unique

brand name should be unique
NEXT
Packaging
Anything which protects the product from
PREVIOUS
HOME Anything which protects the product from

PAGE
• Leakages,
• Leakages,
• Spoilage,
EXIT
• Spoilage,
• Moisture,
• Moisture,
PGDHI(III)
• Heat
• Heat
(FINANCE)
PROFESSOR (FINANCE)
SENIOR(ST.JA)
• Mishandling
• Mishandling
Ray.
Charak Ray.

ASST. PROFESSOR
.Mr. Charak
BCM(BHSE),
.Mr.
MBA(BHU),
ASST.
92
.Mr.
.Mr. Charak Ray.
Charak Ray.
ASST.
PROFESSOR (FINANCE)
EXIT
PAGE
NEXT
HOME
93
MBA(BHU),
BCM(BHSE),
Primary
Packaging
Packaging
Secondary
Types of packaging
Packaging
Transportation
Primary Package
NEXT
Refers to the product’s immediate container.

PREVIOUS
HOME
PAGE
Refers to the product’s immediate container.
Normally kept throughout the entire life of the
EXIT
Normally kept throughout the entire life of the
product
product
PGDHI(III)
(FINANCE)
PROFESSOR (FINANCE)
SENIOR(ST.JA)
Ray.
Charak Ray.
ASST. PROFESSOR
.Mr. Charak
BCM(BHSE),
.Mr.
MBA(BHU),
ASST.
94
NEXT
PREVIOUS
Secondary Packaging
Additional layers of protection that are
HOME
Additional layers of protection that are
kept till the product is ready for use,
PAGE
EXIT
kept till the product is ready for use,
Outside the primary packaging – used to

Outside the primary packaging – used to
PGDHI(III)
group primary packages together

group primary packages together
(FINANCE)
PROFESSOR (FINANCE)
SENIOR(ST.JA)
Ray.
Charak Ray.
ASST. PROFESSOR
.Mr. Charak
BCM(BHSE),
.Mr.
MBA(BHU),
ASST.
95
NEXT
Transportation Packaging
Packaging components necessary for
Packaging components necessary for
PREVIOUS
HOME
PAGE
• Storage.
EXIT
• Storage.
• Identification
• Identification
• transportation.
PGDHI(III)
• transportation.
(FINANCE)
PROFESSOR (FINANCE)
SENIOR(ST.JA)
For example juices in cardboard boxes containing

Ray.
For example juices in cardboard boxes containing

Charak Ray.
9, 12, or 27 units
ASST. PROFESSOR
9, 12, or 27 units
.Mr. Charak
BCM(BHSE),
.Mr.
MBA(BHU),
ASST.
96
.Mr.
.Mr. Charak Ray.
Charak Ray.
ASST.
PROFESSOR (FINANCE)
EXIT
PAGE
NEXT
HOME
97
MBA(BHU),
BCM(BHSE),
P
P
E
Functions Of Packaging
Product Promotion
NEXT
PREVIOUS
HOME
A color scheme, photograph may be used
PAGE
to attract attention of the people at the
EXIT point of purchase.
PGDHI(III)
(FINANCE)
PROFESSOR (FINANCE)
SENIOR(ST.JA)
Ray.
Charak Ray.
In self-service outlet packaging act as a

ASST. PROFESSOR
.Mr. Charak
salient salesmen
BCM(BHSE),
.Mr.
MBA(BHU),
ASST.
98
.Mr.
.Mr. Charak Ray.
Charak Ray.
ASST.
PROFESSOR (FINANCE)
EXIT
PAGE
NEXT
HOME
99
MBA(BHU),
BCM(BHSE),
its packaging
its packaging
Identification
Certain products can be identified by seeing

Certain products can be identified by seeing
NEXT
Product usage
PREVIOUS
The size and shape of the package makes the
The size and shape of the package makes the
HOME
product
PAGE
product
EXIT
• Convenient to open,
• Convenient to open,
PGDHI(III)
(FINANCE)
PROFESSOR (FINANCE)
SENIOR(ST.JA)
• Handle
• Handle
Ray.
Charak Ray.
ASST. PROFESSOR
.Mr. Charak
BCM(BHSE),
• Use for the consumers

.Mr.
• Use for the consumers

MBA(BHU),
ASST.
10
NEXT
Enables Protection
PREVIOUS
• Protects the contents of a product from

HOME
• Protects the contents of a product from
spoilage,
PAGE
EXIT
spoilage,
• Breakage,
• Breakage,
PGDHI(III)
• Leakage,
• Leakage,
(FINANCE)
PROFESSOR (FINANCE)
SENIOR(ST.JA)
Ray.
Charak Ray.
• Pilferage,
• Pilferage,
ASST. PROFESSOR
.Mr. Charak
BCM(BHSE),
.Mr.
• Damage,
• Damage,
MBA(BHU),
ASST.
• Climatic conditions
• Climatic conditions
10
.Mr.
.Mr. Charak Ray.
Charak Ray.
ASST.
PROFESSOR (FINANCE)
EXIT
PAGE
NEXT
10
HOME
MBA(BHU),
BCM(BHSE),
P
I
I
S
Sanitation
Self Service Outlets
Innovational Opportunity
Merits Of Packaging
Increasing Standards of Health and

Self Service Outlets
NEXT
PREVIOUS
The self-service retail outlets are
The self-service retail outlets are
HOME
becoming very popular,
PAGE
becoming very popular,
EXIT
PGDHI(III)
particularly in major cities and towns.

(FINANCE)
particularly in major cities and towns.

PROFESSOR (FINANCE)
SENIOR(ST.JA)
Ray.
Charak Ray.
ASST. PROFESSOR
.Mr. Charak
BCM(BHSE),
.Mr.
Packaging has replaced personal selling

MBA(BHU),
ASST.
Packaging has replaced personal selling

for promotion
for promotion
10
NEXT
Innovational Opportunity
PREVIOUS
Packaging have completely changed the
Packaging have completely changed the
HOME
marketing strategy.
PAGE
marketing strategy.
EXIT
PGDHI(III)
(FINANCE)
PROFESSOR (FINANCE)
SENIOR(ST.JA)
Milk can stored for 4-5 days

Milk can stored for 4-5 days

Ray.
Charak Ray.
ASST. PROFESSOR
.Mr. Charak
BCM(BHSE),
.Mr.
MBA(BHU),
ASST.
Food Items Medicines

Food Items Medicines
10
NEXT
Increasing Standards of Health and Sanitation
PREVIOUS
Increasing Standards of Health and Sanitation
HOME
• Standards of living is increasing ,
PAGE
• Standards of living is increasing ,
EXIT
PGDHI(III)
• People are educated and buy packed items

• People are educated and buy packed items

(FINANCE)
PROFESSOR (FINANCE)
SENIOR(ST.JA)
• Packing
• Packing
Ray.
Charak Ray.
ASST. PROFESSOR
.Mr. Charak
• Reduces chances of adulteration and mixing

BCM(BHSE),
• Reduces chances of adulteration and mixing

• packed product are also hygienic
.Mr.
• packed product are also hygienic

MBA(BHU),
ASST.
10
NEXT
PREVIOUS
Customer by seeing
HOME
PAGE
Customer by seeing
EXIT
PGDHI(III)
Colour, Size, material etc of product

Colour, Size, material etc of product
(FINANCE)
PROFESSOR (FINANCE)
SENIOR(ST.JA)
Ray.
Charak Ray.
ASST. PROFESSOR
.Mr. Charak
Can differentiate the quality one product over

Can differentiate the quality one product over
BCM(BHSE),
other
other
.Mr.
MBA(BHU),
ASST.
10
.Mr.
.Mr. Charak Ray.
Charak Ray.
ASST.
PROFESSOR (FINANCE)
EXIT
PAGE
NEXT
10
HOME
MBA(BHU),
BCM(BHSE),
Labeling
Its contents,
Its contents,
Method of use,
Method of use,
About the product,
About the product,
NEXT
usual Label Of
PREVIOUS usual
FoodLabel
ItemsOfMay
Food Items May
Contain
HOME
PAGE Contain
EXIT
Name Of The Product

Name Of The Product
PGDHI(III)
Contents, Net Wight

Contents, Net Wight
(FINANCE)
PROFESSOR (FINANCE)
SENIOR(ST.JA)
Manufacturing And Expiry

Manufacturing And Expiry
Date
Ray.
Charak Ray.
Date
Direction Of Usage
ASST. PROFESSOR
.Mr. Charak
Direction Of Usage
BCM(BHSE),
Ingredients
.Mr.
Ingredients
MBA(BHU),
ASST.
Name Of The
Name Of The
Manufacturer
Manufacturer
Nutritional Value
Nutritional Value
10
.Mr.
.Mr. Charak Ray.
Charak Ray.
ASST.
PROFESSOR (FINANCE)
EXIT
PAGE
NEXT
10
HOME
MBA(BHU),
BCM(BHSE),
P
E
R
E
D
Functions Of Labeling
.Mr.
.Mr. Charak Ray.
Charak Ray.
ASST.
PROFESSOR (FINANCE)
EXIT
PAGE
NEXT
11
HOME
MBA(BHU),
BCM(BHSE),
attract
Provides
Promotion of Products
attractattention
Providespromotional
attentionofofthe
promotionalmessages
messages
thecustomers
customers
NEXT
Required information by Law
There is legal compulsion to print
There is legal compulsion to print
PREVIOUS
• Batch no
• Batch no
HOME
PAGE
• Contents
• Contents
EXIT
• Max retail price
• Max retail price
• Weight and additional information like
• Weight and additional information like
PGDHI(III)
(FINANCE)
PROFESSOR (FINANCE)
SENIOR(ST.JA)
Smoking is injurious to health

Smoking is injurious to health
Ray.
Charak Ray.
ASST. PROFESSOR
.Mr. Charak
BCM(BHSE),
.Mr.
On food items
MBA(BHU),
ASST.
On food items
Veg Non-veg
Veg Non-veg
11
.Mr.
.Mr. Charak Ray.
Charak Ray.
ASST.
PROFESSOR (FINANCE)
EXIT
PAGE
NEXT
11
HOME
MBA(BHU),
BCM(BHSE),
• Includes
• Includes
Manufacturer
Name And Address Of The
Manufacturing And Expiry Date,

Identification of the Product or Brand
Net Weight When Packed
Maximum Retail Price

.Mr.
.Mr. Charak Ray.
Charak Ray.
ASST.
PROFESSOR (FINANCE)
EXIT
PAGE
NEXT
11
HOME
MBA(BHU),
BCM(BHSE),
Cautions In Use
Describe The Product.
Describe The Product.
Its Usage
Describe the Product and Specify its Contents
Specify Its Contents

NEXT
Enables grading of products
PREVIOUS

HOME
PAGE
EXIT
PGDHI(III)
On the basis of features

(FINANCE)
PROFESSOR (FINANCE)
SENIOR(ST.JA)
Ray.
Charak Ray.
ASST. PROFESSOR
.Mr. Charak
BCM(BHSE),
.Mr.
On the basis of quality

MBA(BHU),
ASST.

11
NEXT
Price Mix
PREVIOUS
HOME
PAGE
EXIT
PGDHI(III)

(FINANCE)
PROFESSOR (FINANCE)
SENIOR(ST.JA)

Ray.
Charak Ray.
ASST. PROFESSOR
.Mr. Charak
BCM(BHSE),
.Mr.
MBA(BHU),
ASST.
11
.Mr.
.Mr. Charak Ray.
Charak Ray.
ASST.
PROFESSOR (FINANCE)
EXIT
PAGE
NEXT
11
HOME
MBA(BHU),
BCM(BHSE),
G
D
O
T
Factor affecting price
NEXT
Pricing Objectives
• Competitive Market: To survive in competitive
• Competitive Market: To survive in competitive
PREVIOUS
market has to keep Low Prices

market has to keep Low Prices
HOME
PAGE
EXIT
PGDHI(III)
• Quality Leadership: and high cost of research

• Quality Leadership: and high cost of research
and development higher prices are charged
(FINANCE)
PROFESSOR (FINANCE)
and development higher prices are charged

SENIOR(ST.JA)
Ray.
Charak Ray.
ASST. PROFESSOR
.Mr. Charak
• Market Share Leadership: to obtain larger

BCM(BHSE),
• Market Share Leadership: to obtain larger

.Mr.
share of the market; it will keep the Low Price

share of the market; it will keep the Low Price
MBA(BHU),
ASST.
11
NEXT
Extent of Competition
PREVIOUS
HOME
Monopoly or less competition can charge higer price
PAGE
Monopoly or less competition can charge higer price
EXIT
PGDHI(III)
(FINANCE)
PROFESSOR (FINANCE)
SENIOR(ST.JA)
High competition/ many sellers price

High competition/ many sellers price
Ray.
Charak Ray.
•Has to keep low

•Has to keep low
ASST. PROFESSOR
.Mr. Charak
BCM(BHSE),
.Mr.
MBA(BHU),
ASST.
11
.Mr.
.Mr. Charak Ray.
Charak Ray.
ASST.
PROFESSOR (FINANCE)
EXIT
PAGE
NEXT
11
HOME
MBA(BHU),
BCM(BHSE),
Firm
total
Sales
Firmtry
totalcosts
Salesprice
Total Cost of production
price==
trytotocover
costs++desired
coverthese
desiredprofit.
profit.
theseelements
elements
.Mr.
.Mr. Charak Ray.
Charak Ray.
ASST.
PROFESSOR (FINANCE)
EXIT
PAGE
NEXT
12
HOME
MBA(BHU),
BCM(BHSE),
• High
Demand for the product
• Low demand product , low price

• Low demand product , low price
demand product , high price
• High demand product , high price
NEXT
Other marketing methods Used
PREVIOUS
Price is affected by other elements of marketing such
Price is affected by other elements of marketing such
as
as
HOME
PAGE
EXIT
a) Quality of salesmen employed, product quality

a) Quality of salesmen employed, product quality
,advertising, Sales Promotion Efforts,
,advertising, Sales Promotion Efforts,
PGDHI(III)
(FINANCE)
PROFESSOR (FINANCE)
SENIOR(ST.JA)
b) Packaging, product differentiation.

Ray.
Charak Ray.
b) Packaging, product differentiation.

ASST. PROFESSOR
.Mr. Charak
BCM(BHSE),
.Mr.
c) Credit facility and after sail services provided,

c) Credit facility and after sail services provided,
MBA(BHU),
ASST.
warranty.
warranty.

12
NEXT
Government and Legal Regulations
PREVIOUS
• To protect the interest of public,

• To protect the interest of public,
HOME
PAGE
• Government fixes price of certain product

EXIT
• Government fixes price of certain product

like.
like.
PGDHI(III)
(FINANCE)
PROFESSOR (FINANCE)
SENIOR(ST.JA)
Ray.
Charak Ray.
ASST. PROFESSOR
.Mr. Charak
BCM(BHSE),
Petrol and diesel

.Mr.
Certain food crop

MBA(BHU),
ASST.
• Seller has to fixed that price only

• Seller has to fixed that price only
12
.Mr.
.Mr. Charak Ray.
Charak Ray.
ASST.
PROFESSOR (FINANCE)
EXIT
PAGE
NEXT
12
HOME
MBA(BHU),
BCM(BHSE),
NEXT
Place Mix
PREVIOUS
services.
services.
HOME
PAGE
EXIT
To the consumer At Right time At Right Place

PGDHI(III)
(FINANCE)
PROFESSOR (FINANCE)
SENIOR(ST.JA)
Ray.
Charak Ray.
By Using
ASST. PROFESSOR
.Mr. Charak
BCM(BHSE),
Channels of Distribution Physical Distribution

.Mr.
MBA(BHU),
ASST.
12
NEXT Physical distribution
• Activities required to moving goods from
PREVIOUS • Activities required to moving goods from
manufacturers to the customers.
HOME manufacturers to the customers.
PAGE
EXIT
• Includes
• Includes
PGDHI(III)
(FINANCE)
PROFESSOR (FINANCE)
SENIOR(ST.JA)
S Stock/Inventory
Ray.
Charak Ray.
ASST. PROFESSOR
.Mr. Charak
W Warehousing
BCM(BHSE),
.Mr.
O Order processing
MBA(BHU),
ASST.
T Transportation
12
NEXT Stock/Inventory
Maintained stock whenever demanded.
Maintained stock whenever demanded.
PREVIOUS
By considering
HOME
By considering
PAGE
EXIT
PGDHI(III)
(FINANCE)
PROFESSOR (FINANCE)
SENIOR(ST.JA)
Cost involved The benefits if

Ray.
Charak Ray.
If excess stock is sufficient inventory is

ASST. PROFESSOR
.Mr. Charak
maintained maintained
BCM(BHSE),
.Mr.
MBA(BHU),
ASST.
Should maintain optimum level of inventory.

12
NEXT
Warehousing
PREVIOUS

and seasonal like
HOME
and seasonal like

PAGE
EXIT
PGDHI(III)
(FINANCE)
PROFESSOR (FINANCE)
SENIOR(ST.JA)
Fruits & vegetables

Ray.
Charak Ray.
Crops
ASST. PROFESSOR
.Mr. Charak
Ice-cream
BCM(BHSE),
.Mr.
MBA(BHU),
ASST.

sold in the market.
sold in the market.
12
NEXT
Order Processing
• The time and steps involved between taking
• The time and steps involved between taking
PREVIOUS
order from customer and delivery of goods..

order from customer and delivery of goods..
HOME
PAGE
EXIT
• Fast order processing gives

PGDHI(III)
More satisfaction
More satisfaction
(FINANCE)
PROFESSOR (FINANCE)
SENIOR(ST.JA)
to customer
to customer
Ray.
Charak Ray.
ASST. PROFESSOR
.Mr. Charak
BCM(BHSE),
.Mr.
MBA(BHU),
ASST.
12
NEXT
Transportation
PREVIOUS

HOME
PAGE
EXIT
PGDHI(III)
(FINANCE)
PROFESSOR (FINANCE)
SENIOR(ST.JA)
Cost Effective
Ray.
Charak Ray.
Cost Effective
Speed
Speed
ASST. PROFESSOR
.Mr. Charak
BCM(BHSE),
.Mr.
MBA(BHU),
ASST.
Availability
Availability
12
NEXT
Channels Of Distribution
PREVIOUS
• Wholesalers, Retailers, Intermediates And
• Wholesalers, Retailers, Intermediates And
Business Institutions Who Helps In
Business Institutions Who Helps In
HOME
PAGE
Physical Movement
EXIT
Physical Movement
PGDHI(III)
(FINANCE)
PROFESSOR (FINANCE)
SENIOR(ST.JA)
Title Movement
Ray.
Charak Ray.
Title Movement
ASST. PROFESSOR
.Mr. Charak
BCM(BHSE),
.Mr.
from Producers To The Consumers.

MBA(BHU),
ASST.
from Producers To The Consumers.
13
.Mr.
.Mr. Charak Ray.
Charak Ray.
ASST.
PROFESSOR (FINANCE)
EXIT
PAGE
NEXT
13
HOME
MBA(BHU),
BCM(BHSE),
Direct Channel (Zero Level)

Types of channels
Indirect Channels
NEXT Direct Channel (Zero Level)
• Simple and shortest mode of distribution
PREVIOUS
• Simple and shortest mode of distribution
HOME
PAGE
• Goods are transferred by the

• Goods are transferred by the
EXIT
manufacturers to customers,
manufacturers to customers,
PGDHI(III)
• Without any intermediary. like

(FINANCE)
PROFESSOR (FINANCE)
SENIOR(ST.JA)
• Without any intermediary. like

Ray.
Charak Ray.
ASST. PROFESSOR
.Mr. Charak
BCM(BHSE),
.Mr.
Mail Order Selling

MBA(BHU),
ASST.
Sales Person
Internet Selling
13
NEXT
Indirect Channels
PREVIOUS
Manufactureremploys
Manufacturer employsone
oneorormore
more
intermediarytotomove
movegoods
goodsfrom
from totothe
the
HOME
intermediary
PAGE
EXIT pointofofconsumption
point consumption
PGDHI(III)
(FINANCE)
PROFESSOR (FINANCE)
SENIOR(ST.JA)
Types
Ray.
Charak Ray.
ASST. PROFESSOR
(One Level (Two Level (Three Level

.Mr. Charak
Channel): Channel) Channels)

BCM(BHSE),
.Mr.
MBA(BHU),
ASST.
13
Manufacturer-Retailer Consumer (One Level Channel)
NEXT
One intermediary i.e., retailers are used between

PREVIOUS
One intermediary i.e., retailers are used between

the manufacturers and the customers.
HOME
the manufacturers and the customers.

PAGE
EXIT
Example
PGDHI(III)
Example
Manufacturer
(FINANCE)
PROFESSOR (FINANCE)
SENIOR(ST.JA)
Ray.
Charak Ray.
ASST. PROFESSOR
.Mr. Charak
Retailer
BCM(BHSE),
.Mr.
MBA(BHU),
ASST.
Customer
13
NEXT Manufacturer-Wholesaler-Retailer- Consumer
(Two Level Channel)
Wholesaler and retailer act as connecting links
PREVIOUS
Wholesaler and retailer act as connecting links

between the manufacturer and consumer.
HOME
between the manufacturer and consumer.

PAGE
EXIT
Manufacturer
PGDHI(III)
Consumer goods like

Consumer goods like

(FINANCE)
PROFESSOR (FINANCE)
SENIOR(ST.JA)
Wholesaler
Ray.
Charak Ray.
ASST. PROFESSOR
.Mr. Charak
BCM(BHSE),
Retailer
.Mr.
MBA(BHU),
ASST.
Customer
13
Manufacturer-Agent-Wholesaler- Retailer-Consumer
NEXT
PREVIOUS (Three Level Channels)

Manufactures use their own selling agents or
Manufactures use their own selling agents or
HOME
PAGE
brokers who connect them with wholesalers and

brokers who connect them with wholesalers and
then the retailers..
EXIT
then the retailers..

PGDHI(III)
(FINANCE)
PROFESSOR (FINANCE)
SENIOR(ST.JA)
Example Coke, Pepsi

Example Coke, Pepsi
Ray.
Charak Ray.
ASST. PROFESSOR
.Mr. Charak
BCM(BHSE),
.Mr.
MBA(BHU),
ASST.
13
.Mr.
.Mr. Charak Ray.
Charak Ray.
ASST.
PROFESSOR (FINANCE)
EXIT
PAGE
NEXT
13
HOME
MBA(BHU),
BCM(BHSE),
I
R
M
Market Factors
E Environmental Factors
Product Related Factors
Issue Regarding Competitors

Factors Determining Choice of Channels
Related to Company Financial strength

NEXT
PREVIOUS
HOME
Industrial products
PAGE
• Usually Technical,
EXIT
• Made On Order
• Purchased By Few Buyers.
PGDHI(III)
Use Short Channels

(FINANCE)
PROFESSOR (FINANCE)
SENIOR(ST.JA)
•
Ray.
Charak Ray.
Consumer products
ASST. PROFESSOR
.Mr. Charak
• Usually Standardized,
BCM(BHSE),
.Mr.
• Less Expensive,
MBA(BHU),
ASST.
• Frequently Bought Products.
Uses long channels

13
.Mr.
.Mr. Charak Ray.
Charak Ray.
ASST.
PROFESSOR (FINANCE)
EXIT
PAGE
NEXT
13
HOME
MBA(BHU),
BCM(BHSE),
Unit value
Low Value product
High value products

Long Channels
Shorter Channels
NEXT
Related to Company
PREVIOUS
HOME
PAGE
Financial Strength
Financially sound company generally

EXIT
Financially sound company generally

uses direct channels
uses direct channels
PGDHI(III)
(FINANCE)
PROFESSOR (FINANCE)
SENIOR(ST.JA)
Ray.
Charak Ray.
ASST. PROFESSOR
.Mr. Charak
Degree of Control
Degree of Control
BCM(BHSE),
Less control over the middlemen

Less control over the middlemen
.Mr.
longer channel are used

longer channel are used
MBA(BHU),
ASST.
14
.Mr.
.Mr. Charak Ray.
Charak Ray.
ASST.
PROFESSOR (FINANCE)
EXIT
PAGE
NEXT
14
HOME
MBA(BHU),
BCM(BHSE),
Follow the
competitors
competitors
Different from
Issue Regarding Competitors
Dell laptop sales through direct selling

NEXT
Market Factors
PREVIOUS
HOME No of buyers
PAGE
Number of buyers is small short

Number of buyers is small short
channels
EXIT
channels
PGDHI(III)
Number of buyers is large, longer

(FINANCE)
PROFESSOR (FINANCE)
Number of buyers is large, longer

SENIOR(ST.JA)
channels
channels
Ray.
Charak Ray.
ASST. PROFESSOR
.Mr. Charak
BCM(BHSE),
Size of order
Size of order
.Mr.
Order is small longer channels

MBA(BHU),
ASST.
Order is small longer channels
Size of order is large, short channels

Size of order is large, short channels
14
NEXT
Environmental Factors
PREVIOUS
Legal constraints
HOME
Economic condition
PAGE
Depressed Govt may fix

Govt may fix
EXIT
Depressed certain channels.

economy marketers certain channels.
economy marketers Exp:- Railway
use shorter Exp:- Railway
PGDHI(III)
use shorter tickets ,

channels to reduce tickets ,
channels to reduce
(FINANCE)
PROFESSOR (FINANCE)
petroleum
SENIOR(ST.JA)
the cost. petroleum

the cost. products
products
Ray.
Charak Ray.
ASST. PROFESSOR
.Mr. Charak
BCM(BHSE),
.Mr.
MBA(BHU),
ASST.
14
.Mr.
.Mr. Charak Ray.
Charak Ray.
ASST.
PROFESSOR (FINANCE)
EXIT
PAGE
NEXT
14
HOME
MBA(BHU),
BCM(BHSE),
NEXT Promotion
HOME
PAGE
S
S
A
A Advertisement
PGDHI(III)
P
P
Personal Selling,
(FINANCE)
PROFESSOR (FINANCE)
SENIOR(ST.JA)
P
P Public Relation
Ray.
Charak Ray.

ASST. PROFESSOR
.Mr. Charak

BCM(BHSE),
.Mr.
R Reminding
R
MBA(BHU),
ASST.
Informing potential customers

I
I
Persuading customer to buy.
14 P
P
NEXT
Reminding
Used for mature products to keeps consumers
Used for mature products to keeps consumers
PREVIOUS
thinking about the product

thinking about the product
HOME
PAGE
EXIT
PGDHI(III)
Informing
Totell
tellpotential
potentialcustomers
customersabout
aboutaanew
new
(FINANCE)
PROFESSOR (FINANCE)
SENIOR(ST.JA)
To
product
product
Ray.
Charak Ray.
ASST. PROFESSOR
.Mr. Charak
BCM(BHSE),
Persuading
.Mr.
To tell the superiority of the product over its

MBA(BHU),
ASST.
To tell the superiority of the product over its

competitors
competitors
14
.Mr.
.Mr. Charak Ray.
Charak Ray.
ASST.
PROFESSOR (FINANCE)
EXIT
PAGE
NEXT
14
HOME
MBA(BHU),
BCM(BHSE),
ion t
Promot isemen
Sales Advert
Promotion
al
Person
Selling
n
Public
relatio
NEXT
Advertisement
• Impersonal,
PREVIOUS
HOME • Impersonal,
PAGE
EXIT
• Paid form of communication,

• Paid form of communication,
PGDHI(III)
(FINANCE)
PROFESSOR (FINANCE)
SENIOR(ST.JA)
Ray.
Charak Ray.
ASST. PROFESSOR
.Mr. Charak
• By identified sponsor
BCM(BHSE),
• By identified sponsor
.Mr.
MBA(BHU),
ASST.
• To promote some goods ,service or idea

• To promote some goods ,service or idea
14
.Mr.
.Mr. Charak Ray.
Charak Ray.
ASST.
PROFESSOR (FINANCE)
EXIT
PAGE
NEXT
14
HOME
MBA(BHU),
BCM(BHSE),
Print Media
• Hoardings
• Magazines
• Newspaper
Advertising
• Radio
• Internet
• Television
Electronic Media
NEXT
Features Of Advertisement
PREVIOUS
HOME
PAGE PAID FORM
Sponsor has to bear the cost
EXIT
Sponsor has to bear the cost
PGDHI(III)
IMPERSONAL
No direct face-to-face contact
(FINANCE)
PROFESSOR (FINANCE)
SENIOR(ST.JA)
No direct face-to-face contact

between the customer and the
between the customer and the
Ray.
Charak Ray.
advertiser
advertiser
ASST. PROFESSOR
.Mr. Charak
BCM(BHSE),
.Mr.
IDENTIFIED SPONSOR
MBA(BHU),
ASST.
Done by some identified individual or

Done by some identified individual or
company, who makes the advertising
company, who makes the advertising
efforts
efforts
15
.Mr.
.Mr. Charak Ray.
Charak Ray.
ASST.
PROFESSOR (FINANCE)
EXIT
PAGE
NEXT
15
HOME
MBA(BHU),
BCM(BHSE),
Advertisement
Why Company Do
Action
Desire
AIDA
APPROACH
Interest
s
Awarenes
.Mr.
.Mr. Charak Ray.
Charak Ray.
ASST.
PROFESSOR (FINANCE)
EXIT
PAGE
NEXT
15
HOME
MBA(BHU),
BCM(BHSE),
Waste
Tool
Is A Social
Advertisement
Marketing
Important
Objections To Advertisement
.Mr.
.Mr. Charak Ray.
Charak Ray.
ASST.
PROFESSOR (FINANCE)
EXIT
PAGE
NEXT
15
HOME
MBA(BHU),
BCM(BHSE),
C
B
I
S
A
Confuses
Add Cost
Inferior Goods
Social Value
Rather Help
Bad In Taste
are undermine
Increases Sale Of
Objections to advertisement
NEXT
Bad In Taste
PREVIOUS
HOME Agree
PAGE
•Use of bad language,
•Use of bad language,
EXIT
•film star performing stunts ,
•film star performing stunts ,
• Alcohol ,
PGDHI(III)
• Alcohol ,
(FINANCE)
PROFESSOR (FINANCE)
SENIOR(ST.JA)
• vulgarity,
• vulgarity,
Ray.
Charak Ray.
ASST. PROFESSOR
.Mr. Charak
BCM(BHSE),
•stunt misguides children.

.Mr.
•stunt misguides children.

MBA(BHU),
ASST.
15
NEXT
Bad In Taste
PREVIOUS Disagree
• Good or bad taste

• Good or bad taste
HOME
PAGE
• differs from person to person.

EXIT
• differs from person to person.
• matter of personal opinion
• matter of personal opinion
PGDHI(III)
(FINANCE)
PROFESSOR (FINANCE)
SENIOR(ST.JA)
Ray.
Charak Ray.
ASST. PROFESSOR
.Mr. Charak
BCM(BHSE),
.Mr.
MBA(BHU),
ASST.
Stunts appreciated by Stunts not appreciated by old

young people people
15
NEXT
Add Cost
PREVIOUS Agree
HOME
• Increases the price of product firms spends a
PAGE
• Increases the price of product firms spends a
huge amount on advertisement
EXIT huge amount on advertisement
PGDHI(III)
• Consumer pay a
(FINANCE)
PROFESSOR (FINANCE)
SENIOR(ST.JA)
• Consumer pay a
Ray.
Charak Ray.
ASST. PROFESSOR
.Mr. Charak
BCM(BHSE),
.Mr.
MBA(BHU),
ASST.
• higher price for the product.

• higher price for the product.
15
NEXT
Add Cost
PREVIOUS
Disagree
• Advertisements increases demand which brings

HOME
• Advertisements increases demand which brings

PAGE
increase in sale.
EXIT
increase in sale.
PGDHI(III)
(FINANCE)
PROFESSOR (FINANCE)
SENIOR(ST.JA)
• Companies produces the goods in bulk

Ray.
Charak Ray.
• Companies produces the goods in bulk

ASST. PROFESSOR
.Mr. Charak
BCM(BHSE),
.Mr.
• also reduces the per person information cost

MBA(BHU),
ASST.
• also reduces the per person information cost

in long run
in long run
15
NEXT
Social Value are undermine
PREVIOUS Agree
• Inform about more and more products
• Inform about more and more products
HOME
PAGE
EXIT
• start demanding the new products

• start demanding the new products
PGDHI(III)
(FINANCE)
PROFESSOR (FINANCE)
• which they don't even require.

SENIOR(ST.JA)
• which they don't even require.

Ray.
Charak Ray.
ASST. PROFESSOR
.Mr. Charak
• Customer disregard old things

• Customer disregard old things
BCM(BHSE),
.Mr.
MBA(BHU),
• and buy new products

ASST.
• and buy new products
15
NEXT
Disagree
•Increases the knowledge about
PREVIOUS
HOME •Increases the knowledge about

PAGE
EXIT
•various products along with their utilities.

•various products along with their utilities.
PGDHI(III)
•ItItonly
• only inform the "customers, the
inform the "customers, the
(FINANCE)
PROFESSOR (FINANCE)
SENIOR(ST.JA)
Ray.
Charak Ray.
•final choice of buying or not, lies with the

•final choice of buying or not, lies with the
ASST. PROFESSOR
.Mr. Charak
customers only.
customers only.
BCM(BHSE),
.Mr.
MBA(BHU),
ASST.
15
NEXT Increases Sale Of Inferior Goods
PREVIOUS
Agree
HOME
• Show all types of products irrespective of their
PAGE
• Show all types of products irrespective of their
quality.
EXIT
quality.
• Encourages sale of duplicate products.
• Encourages sale of duplicate products.
PGDHI(III)
(FINANCE)
PROFESSOR (FINANCE)
SENIOR(ST.JA)
Ray.
Charak Ray.
ASST. PROFESSOR
.Mr. Charak
BCM(BHSE),
.Mr.
MBA(BHU),
ASST.
16
NEXT Increases Sale Of Inferior Goods
PREVIOUS Disagree
• Inferior and superior depends upon the economic
HOME
• Inferior and superior depends upon the economic
status and preference.
PAGE
status and preference.

• lower income satisfy their needs with low
EXIT
• lower income satisfy their needs with low

cost inferior goods
cost inferior goods
PGDHI(III)
(FINANCE)
PROFESSOR (FINANCE)
SENIOR(ST.JA)
Ray.
Charak Ray.
ASST. PROFESSOR
.Mr. Charak
BCM(BHSE),
.Mr.
MBA(BHU),
ASST.
16
Confuses Rather Help
NEXT
Agree
PREVIOUS
• Advertisement are increasing day by day

HOME
PAGE • Advertisement are increasing day by day
• Claims made by different companies
EXIT • Claims made by different companies
• Confuses the customer and it becomes very

PGDHI(III)
• Confuses the customer and it becomes very

difficult for them to make choice
difficult for them to make choice
(FINANCE)
PROFESSOR (FINANCE)
SENIOR(ST.JA)
Ray.
Charak Ray.
ASST. PROFESSOR
.Mr. Charak
BCM(BHSE),
.Mr.
MBA(BHU),
ASST.
16
NEXT
PREVIOUS
Disagree
Advertisements gives A wide choice to
HOME
Advertisements gives A wide choice to

PAGE
customers and
EXIT
customers and
PGDHI(III)
customer is smart enough to

customer is smart enough to

(FINANCE)
PROFESSOR (FINANCE)
SENIOR(ST.JA)
take decision and select the most suitable brand

Ray.
take decision and select the most suitable brand

Charak Ray.
for them.
ASST. PROFESSOR
for them.
.Mr. Charak
BCM(BHSE),
.Mr.
MBA(BHU),
ASST.
16
Conclusion
NEXT
PREVIOUS
HOME
Most of the criticisms against

PAGE
Most of the criticisms against

advertising are not entirely true
advertising are not entirely true
EXIT
PGDHI(III)
(FINANCE)
PROFESSOR (FINANCE)
SENIOR(ST.JA)
Ray.
Charak Ray.
ASST. PROFESSOR
.Mr. Charak
BCM(BHSE),
.Mr.
In the changed economic environment of

MBA(BHU),
In the changed economic environment of

ASST.
globalization an important tool of marketing helps

globalization an important tool of marketing helps
a firm in effectively
a firm in effectively
16
NEXT Like
• Communicating With Its Target Market,
• Communicating With Its Target Market,
PREVIOUS
• Increasing The Sale

• Increasing The Sale
HOME
PAGE
• Reduces The Per Unit Cost Of Production

EXIT • Reduces The Per Unit Cost Of Production
PGDHI(III)
Not a social waste, rather it

Not a social waste, rather it
adds value to the social cause
(FINANCE)
PROFESSOR (FINANCE)
SENIOR(ST.JA)
adds value to the social cause

by giving a increase to
by giving a increase to
Ray.
production and generating

Charak Ray.
production and generating

employment
ASST. PROFESSOR
.Mr. Charak
employment
BCM(BHSE),
.Mr.
MBA(BHU),
ASST.
16
.Mr.
.Mr. Charak Ray.
Charak Ray.
ASST.
PROFESSOR (FINANCE)
EXIT
PAGE
NEXT
16
HOME
MBA(BHU),
BCM(BHSE),
E
R
G
A
Image
Assist in
of Sales
Research
Production
Promotion
New Product
Good Public
Enables Mass
Introduction of
Role of advertisement in business
Good public image
NEXT
Enables a firm to communicate its achievements

PREVIOUS
Enables a firm to communicate its achievements

to the customers.
HOME
to the customers.
PAGE
EXIT
PGDHI(III)
increases the goodwill and reputation which is

increases the goodwill and reputation which is
(FINANCE)
necessary to fight
PROFESSOR (FINANCE)
SENIOR(ST.JA)
necessary to fight
Ray.
Charak Ray.
ASST. PROFESSOR
.Mr. Charak
BCM(BHSE),
.Mr.
against competition in the market

MBA(BHU),
ASST.
against competition in the market
16
NEXT
Research
PREVIOUS
Encourages research and development

HOME Encourages research and development
PAGE
activities.
activities.
EXIT
This compels firm to do more and more

This compels firm to do more and more
PGDHI(III)
research
research
(FINANCE)
PROFESSOR (FINANCE)
SENIOR(ST.JA)
Ray.
Charak Ray.
ASST. PROFESSOR
.Mr. Charak
to find new products and their new uses

to find new products and their new uses
BCM(BHSE),
.Mr.
MBA(BHU),
ASST.
16
NEXT
Assist in introduction of new product
PREVIOUS
Firm can introduce its product to the public
Firm can introduce its product to the public
HOME
through advertising.
PAGE
through advertising.
EXIT
A new firm can't make an impact on the

A new firm can't make an impact on the
possible customers
PGDHI(III)
possible customers
(FINANCE)
PROFESSOR (FINANCE)
SENIOR(ST.JA)
Ray.
Charak Ray.
without the help of advertising.

ASST. PROFESSOR
.Mr. Charak
without the help of advertising.

BCM(BHSE),
.Mr.
MBA(BHU),
ASST.
16
NEXT
Promotion of Sales
PREVIOUS
Promotes the sale of product by
HOME
Promotes the sale of product by
PAGE
EXIT
informing and persuading the people to buy

informing and persuading the people to buy
PGDHI(III)
them.
them.
(FINANCE)
PROFESSOR (FINANCE)
SENIOR(ST.JA)
Ray.
Charak Ray.
ASST. PROFESSOR
.Mr. Charak
BCM(BHSE),
Helps in winning new customer and maintaining

.Mr.
Helps in winning new customer and maintaining

existing customers
MBA(BHU),
ASST.
existing customers
17
Enables Mass Production
NEXT
Facilitates large-scale production.

PREVIOUS
HOME
PAGE
Facilitates large-scale production.
EXIT
Mass production reduces the cost of

Mass production reduces the cost of
PGDHI(III)
production per unit by the

production per unit by the
(FINANCE)
PROFESSOR (FINANCE)
SENIOR(ST.JA)
Ray.
Charak Ray.
ASST. PROFESSOR
.Mr. Charak
BCM(BHSE),
.Mr.
economical use of various factors of

economical use of various factors of
production
MBA(BHU),
ASST.
production
17
.Mr.
.Mr. Charak Ray.
Charak Ray.
ASST.
PROFESSOR (FINANCE)
EXIT
PAGE
NEXT
17
HOME
MBA(BHU),
BCM(BHSE),
R
A
living
Press
trends:-
Advance
Provides
standard of
Encourage
Purchasing
S Support to
employment
Reflect cultural
Role of advertisement in Society
NEXT
Provides employment
Advertisingprovides
providesdirect
directemployment
employment
PREVIOUS
Advertising
totoaa
HOME
PAGE
EXIT
PGDHI(III)
largenumber
large numberofofpeople
peopleengaged
engaged
(FINANCE)
PROFESSOR (FINANCE)
SENIOR(ST.JA)
Ray.
Charak Ray.
ASST. PROFESSOR
.Mr. Charak
BCM(BHSE),
ininboth
bothininelectronic
electronicand
andprint
printmedia
media
.Mr.
MBA(BHU),
ASST.
17
NEXT
Encourage Purchasing
PREVIOUS
Encouraging people to purchase goods and
Encouraging people to purchase goods and
HOME
services
PAGE
services
EXIT
PGDHI(III)
Some industries rely on advertising more than

Some industries rely on advertising more than
others:.
(FINANCE)
PROFESSOR (FINANCE)
SENIOR(ST.JA)
others:.
Ray.
Charak Ray.
ASST. PROFESSOR
.Mr. Charak
BCM(BHSE),
.Mr.
MBA(BHU),
ASST.
17
Advance standard of living
NEXT
Provides opportunities to people to improve

PREVIOUS
Provides opportunities to people to improve

their income.
HOME
their income.
PAGE
EXIT
PGDHI(III)
It motivates people to consume more material

It motivates people to consume more material
(FINANCE)
and thereby
PROFESSOR (FINANCE)
SENIOR(ST.JA)
and thereby
Ray.
Charak Ray.
ASST. PROFESSOR
.Mr. Charak
BCM(BHSE),
.Mr.
improves their standard of living

MBA(BHU),
ASST.
improves their standard of living
17
Reflect cultural trends:-
NEXT
Inform people regarding different products

PREVIOUS
HOME
PAGE
Inform people regarding different products
EXIT
People consumers product of different

People consumers product of different
regions and country
regions and country
PGDHI(III)
(FINANCE)
PROFESSOR (FINANCE)
SENIOR(ST.JA)
Ray.
Charak Ray.
ASST. PROFESSOR
.Mr. Charak
BCM(BHSE),
.Mr.
MBA(BHU),
ASST.
17
Support to Press
NEXT
Important source of revenue to the publishers

PREVIOUS
Important source of revenue to the publishers

and magazines.
HOME
and magazines.
PAGE
EXIT
PGDHI(III)
Enables to increase the circulation of their

Enables to increase the circulation of their
(FINANCE)
publication
PROFESSOR (FINANCE)
SENIOR(ST.JA)
publication
Ray.
Charak Ray.
ASST. PROFESSOR
.Mr. Charak
BCM(BHSE),
by selling them at lower rates.

.Mr.
by selling them at lower rates.

MBA(BHU),
ASST.
17
Personal Selling
NEXT
Face-to-facecommunication
communicationbetween
between
PREVIOUS
HOME
PAGE
Face-to-face
EXIT
PGDHI(III)
sellerand
andone
oneorormore
morepotential
potentialbuyers
buyers
(FINANCE)
seller
PROFESSOR (FINANCE)
SENIOR(ST.JA)
Ray.
Charak Ray.
ASST. PROFESSOR
.Mr. Charak
BCM(BHSE),
.Mr.
MBA(BHU),
ASST.
Forthe
For thepurpose
purposeofofmaking
makingsales
sales
17
NEXT
Features
PREVIOUS
Features
HOME
PAGE
Personal Form
Direct face-to-face conversation between the
EXIT
Direct face-to-face conversation between the
seller and the buyer
seller and the buyer
PGDHI(III)
(FINANCE)
PROFESSOR (FINANCE)
SENIOR(ST.JA)
Ray.
Charak Ray.
Development of Relationship
ASST. PROFESSOR
.Mr. Charak
Salesperson to develop personal relationships

Salesperson to develop personal relationships
BCM(BHSE),
with the prospective customers.

.Mr.
with the prospective customers.

MBA(BHU),
ASST.
17
Qualitiesofofgood
goodsalesman
salesman
NEXT
PREVIOUS
Qualities
HOME
PAGE
M Mentally healthy
U
EXIT
Understanding:
PGDHI(III)
F Flexibility of
approach:-:
(FINANCE)
PROFESSOR (FINANCE)
SENIOR(ST.JA)
FFull Knowledge of product

Ray.
Charak Ray.
and the company

ASST. PROFESSOR
.Mr. Charak
I Inspired to trust
BCM(BHSE),
.Mr.
NNotable personality
MBA(BHU),
ASST.
and sound health
S Superior
communication skills
18
NEXT Mentally healthy
Posses certain mental qualities like ….
Posses certain mental qualities like ….
PREVIOUS
HOME
• Initiative,
PAGE
• Initiative,
EXIT
• Self-confidence,
• Self-confidence,
• Sharp memory, alertness
• Sharp memory, alertness
PGDHI(III)
(FINANCE)
PROFESSOR (FINANCE)
SENIOR(ST.JA)
Ray.
Charak Ray.
ASST. PROFESSOR
.Mr. Charak
able to understand the needs and preference

able to understand the needs and preference
BCM(BHSE),
of customer
of customer
.Mr.
MBA(BHU),
ASST.
18
NEXT
Understanding
PREVIOUS
Sense to convince the customers to buy.
HOME
Sense to convince the customers to buy.
PAGE
EXIT
He must persuade the customer to finalize

He must persuade the customer to finalize
the purchase with a
the purchase with a
PGDHI(III)
(FINANCE)
PROFESSOR (FINANCE)
SENIOR(ST.JA)
Ray.
Charak Ray.
sense of satisfaction.
ASST. PROFESSOR
.Mr. Charak
sense of satisfaction.
BCM(BHSE),
.Mr.
MBA(BHU),
ASST.
18
NEXT
PREVIOUS Flexibility in approach

Persuade different types of customers with
HOME
Persuade different types of customers with
different
PAGE
EXIT
different
• Languages
• Languages
PGDHI(III)
• Culture
• Culture
(FINANCE)
PROFESSOR (FINANCE)
SENIOR(ST.JA)
• Need
• Need
Ray.
Charak Ray.
ASST. PROFESSOR
.Mr. Charak
BCM(BHSE),
.Mr.
MBA(BHU),
ASST.
18
NEXT
PREVIOUS
Full Knowledge of product and company
Should interact with customers with a flexible

Should interact with customers with a flexible
HOME
PAGE
approach i.e., try to persuade

EXIT
approach i.e., try to persuade
different types of customers

PGDHI(III)
different types of customers

(FINANCE)
PROFESSOR (FINANCE)
SENIOR(ST.JA)
Ray.
Charak Ray.
ASST. PROFESSOR
.Mr. Charak
BCM(BHSE),
.Mr.
MBA(BHU),
ASST.
with different reasons

with different reasons
18
NEXT
Inspired to trust
He should able to explain every feature of
PREVIOUS
He should able to explain every feature of

the product.
HOME
the product.
PAGE
EXIT
PGDHI(III)
should be co-operative and courteous.

should be co-operative and courteous.
(FINANCE)
PROFESSOR (FINANCE)
SENIOR(ST.JA)
Ray.
Charak Ray.
ASST. PROFESSOR
.Mr. Charak
Not get irritated if the buyer questions are

BCM(BHSE),
Not get irritated if the buyer questions are

.Mr.
irrelevant
irrelevant
MBA(BHU),
ASST.
18
Notable personality and sound health
NEXT
PREVIOUS
Good build and well dressed with pleasing
Good build and well dressed with pleasing
HOME
personality.
PAGE
personality.
EXIT
PGDHI(III)
(FINANCE)
PROFESSOR (FINANCE)
SENIOR(ST.JA)
Has to travel therefore should have good

Has to travel therefore should have good
health.
Ray.
Charak Ray.
health.
ASST. PROFESSOR
.Mr. Charak
BCM(BHSE),
.Mr.
MBA(BHU),
ASST.
18
Basis Advertisement Personal selling
NEXT
PREVIOUS Communic Impersonal form of Personal form of communication

ation communication.
HOME
PAGE Message Transmission of Message is tailor made
standardized messages.
EXIT Flexibility Inflexible as the message Highly flexible.
can’t be adjusted to the
needs of the buyer.
Coverage reaches masses. Limited number of people can be
PGDHI(III)
contacted
Cost Cost per person reached is Cost per person is quite high
(FINANCE)
PROFESSOR (FINANCE)
SENIOR(ST.JA)
very low.
Time Cover the market in a short Take a lot of time to cover the
Ray.
Charak Ray.
period time entire market

ASST. PROFESSOR
.Mr. Charak
Channel Use of mass media such Use of sales staff, which has
television, radio, newspaper, limited reach.
BCM(BHSE),
and magazines.
.Mr.
Feedback Lacks direct feedback. Provides direct and immediate

MBA(BHU),
feedback..
ASST.
Suitability More useful in marketing to Helpful in selling products to the

the ultimate consumer’s who industrial buyers
are large in numbers
18
Sales Promotion
NEXT
Refers to short-term incentives,

PREVIOUS
HOME Refers to short-term incentives,

PAGE
EXIT
to encourage the buyers to make immediate

to encourage the buyers to make immediate
PGDHI(III)
purchase of a product or service

purchase of a product or service
(FINANCE)
PROFESSOR (FINANCE)
SENIOR(ST.JA)
Ray.
Charak Ray.
ASST. PROFESSOR
.Mr. Charak
to increase the sales of a firm

BCM(BHSE),
to increase the sales of a firm

.Mr.
MBA(BHU),
ASST.
18
.Mr.
.Mr. Charak Ray.
Charak Ray.
ASST.
PROFESSOR (FINANCE)
EXIT
PAGE
NEXT
18
HOME
MBA(BHU),
BCM(BHSE),
A
U
Merits sales promotion
Useful in New Product Launch
NEXT
• Effective when company launches a new

PREVIOUS
• Effective when company launches a new

product in the market.
HOME
product in the market.

PAGE
EXIT
• Induces people to try the new product

• Induces people to try the new product
PGDHI(III)
(FINANCE)
PROFESSOR (FINANCE)
SENIOR(ST.JA)
Ray.
Charak Ray.
ASST. PROFESSOR
.Mr. Charak
BCM(BHSE),
.Mr.
MBA(BHU),
ASST.
19
Synergy in Total Promotional efforts
NEXT
PersonalSelling
• •Personal Selling,Advertising
,AdvertisingEfforts
Efforts
PREVIOUS
HOME
PAGE
EXIT
Becomeseffective
• •Becomes effectivewhen
whenthey
theyare
are
supportedby
supported bypromotional
promotionaltools
tools
PGDHI(III)
(FINANCE)
PROFESSOR (FINANCE)
SENIOR(ST.JA)
Ray.
Charak Ray.
ASST. PROFESSOR
.Mr. Charak
BCM(BHSE),
.Mr.
MBA(BHU),
ASST.
19
Attract new customers and retain the existing ones
NEXT
Attractattention
attentionofofthe
thepeople
people
PREVIOUS
HOME • •Attract
becauseofofthe
theuse
useofof
PAGE
because
EXIT
schemes/offersorordiscounts
schemes/offers discounts
PGDHI(III)
(FINANCE)
PROFESSOR (FINANCE)
SENIOR(ST.JA)
Ray.
Charak Ray.
ASST. PROFESSOR
.Mr. Charak
BCM(BHSE),
.Mr.
MBA(BHU),
ASST.
19
.Mr.
.Mr. Charak Ray.
Charak Ray.
ASST.
PROFESSOR (FINANCE)
EXIT
PAGE
NEXT
19
HOME
MBA(BHU),
BCM(BHSE),
S
Demerits Sales Promotion
NEXT
Reflects Crisis
• Firm frequently relies on sales promotion,
PREVIOUS
HOME • Firm frequently relies on sales promotion,

PAGE
• gives the impression that it

EXIT
• gives the impression that it
PGDHI(III)
• isisunable
unable to manage its sales or that there
•
to manage its sales or that there
are
(FINANCE)
PROFESSOR (FINANCE)
SENIOR(ST.JA)
are
Ray.
• No buyers of its product.

Charak Ray.
• No buyers of its product.

ASST. PROFESSOR
.Mr. Charak
BCM(BHSE),
.Mr.
MBA(BHU),
ASST.
19
NEXT
Spoils Product Image

• Buyers may start feeling that the product is
PREVIOUS
HOME • Buyers may start feeling that the product is

PAGE
EXIT
PGDHI(III)
• not of good quality

• not of good quality
(FINANCE)
PROFESSOR (FINANCE)
SENIOR(ST.JA)
Ray.
Charak Ray.
ASST. PROFESSOR
.Mr. Charak
• not properly priced.

BCM(BHSE),
• not properly priced.

.Mr.
MBA(BHU),
ASST.
19
.Mr.
.Mr. Charak Ray.
Charak Ray.
ASST.
PROFESSOR (FINANCE)
EXIT
PAGE
NEXT
19
HOME
MBA(BHU),
BCM(BHSE),
Gift
Gift
ons
Quantity
Instant
Assigned
Product
Draws and
Combinati
Usable
Benefit
Refunds
0%:
Full
Discount
finance @
Rebate
Sampling
Contests
Sales
Methods
Promotion
NEXT
Rebate
Special price to clear off excess inventory.
Special price to clear off excess inventory.
PREVIOUS
HOME
PAGE
EXIT
Discounts
Price reduced to induce buyers to buy more.
Price reduced to induce buyers to buy more.
PGDHI(III)
(FINANCE)
PROFESSOR (FINANCE)
SENIOR(ST.JA)
Ray.
Charak Ray.
ASST. PROFESSOR
.Mr. Charak
BCM(BHSE),
.Mr.
MBA(BHU),
ASST.
19
NEXT
Samples
Distributed to attract consumers to try out a
Distributed to attract consumers to try out a
PREVIOUS
new product and thereby create new

new product and thereby create new
HOME
PAGE
Customers
EXIT Customers
PGDHI(III)
medicine free samples are distributed

among physicians,
(FINANCE)
PROFESSOR (FINANCE)
SENIOR(ST.JA)
Ray.
Charak Ray.
ASST. PROFESSOR
.Mr. Charak
Specimen copies are

BCM(BHSE),
distributed among teachers

.Mr.
MBA(BHU),
ASST.
19
NEXT
PREVIOUS Trade shows

Organized by manufacturers' associations. All
Organized by manufacturers' associations. All
HOME
PAGE
the members of that association generally

the members of that association generally
participate and keep their goods on display in a
EXIT
participate and keep their goods on display in a

stall.
stall.
PGDHI(III)
(FINANCE)
PROFESSOR (FINANCE)
SENIOR(ST.JA)
Ray.
Charak Ray.
ASST. PROFESSOR
.Mr. Charak
BCM(BHSE),
.Mr.
MBA(BHU),
ASST.
19
NEXT
Coupons
PREVIOUS
HOME
issued by manufacturers either in the packet of a
PAGE
issued by manufacturers either in the packet of a
product or through an advertisement
EXIT product or through an advertisement
coupons can be presented to the retailer while
coupons can be presented to the retailer while
PGDHI(III)
buying the product.

buying the product.

(FINANCE)
PROFESSOR (FINANCE)
SENIOR(ST.JA)
Ray.
Charak Ray.
ASST. PROFESSOR
.Mr. Charak
BCM(BHSE),
.Mr.
MBA(BHU),
ASST.
20
.Mr.
.Mr. Charak Ray.
Charak Ray.
ASST.
PROFESSOR (FINANCE)
EXIT
PAGE
NEXT
20
HOME
MBA(BHU),
BCM(BHSE),
product.
Premiums
product.
bonus items given free with the purchase of a
bonus items given free with the purchase of a
NEXT
PREVIOUS Prize contents

Contents may be hard for customers, salesmen
Contents may be hard for customers, salesmen
HOME
PAGE
and dealers.
EXIT and dealers.
PGDHI(III)
Customers are required to write a slogan,

Customers are required to write a slogan,
(FINANCE)
PROFESSOR (FINANCE)
SENIOR(ST.JA)
complete a sentence about the utility of the

complete a sentence about the utility of the
product
Ray.
Charak Ray.
product
ASST. PROFESSOR
.Mr. Charak
BCM(BHSE),
.Mr.
MBA(BHU),
ASST.
20
NEXT
PREVIOUS Refunds
seller refunds some part of price paid by the
seller refunds some part of price paid by the
HOME
PAGE
customer on the production of some proof of

customer on the production of some proof of
purchase
EXIT
purchase
PGDHI(III)
(FINANCE)
PROFESSOR (FINANCE)
SENIOR(ST.JA)
Ray.
Charak Ray.
ASST. PROFESSOR
.Mr. Charak
BCM(BHSE),
.Mr.
MBA(BHU),
ASST.
20
.Mr.
.Mr. Charak Ray.
Charak Ray.
ASST.
PROFESSOR (FINANCE)
EXIT
PAGE
NEXT
20
HOME
MBA(BHU),
BCM(BHSE),
container
container
Container premium
Goods like jams and tea are packed in a special

Goods like jams and tea are packed in a special
NEXT
PREVIOUS Packaged premium

Marketer packs some gifts in the product.
Marketer packs some gifts in the product.
HOME
PAGE
Example gold pendant in a godrej soap

EXIT Example gold pendant in a godrej soap
PGDHI(III)
(FINANCE)
PROFESSOR (FINANCE)
SENIOR(ST.JA)
Ray.
Charak Ray.
ASST. PROFESSOR
.Mr. Charak
BCM(BHSE),
.Mr.
MBA(BHU),
ASST.
20
NEXT
Public Relations
Public Relations
PREVIOUS
Involves a variety of programmes to promote
Involves a variety of programmes to promote
HOME
and protect a company’s image or its products
PAGE
and protect a company’s image or its products
to strengthen relations with various stake
EXIT to strengthen relations with various stake
holders like
holders like
PGDHI(III)
(FINANCE)
Employees
PROFESSOR (FINANCE)
SENIOR(ST.JA)
Employees
Customers
Customers
Ray.
Charak Ray.
ASST. PROFESSOR
.Mr. Charak
BCM(BHSE),
Shareholders
.Mr.
Shareholders
MBA(BHU),
ASST.
Suppliers Investors
Suppliers Investors
20
.Mr.
.Mr. Charak Ray.
Charak Ray.
ASST.
PROFESSOR (FINANCE)
EXIT
PAGE
NEXT
20
HOME
MBA(BHU),
BCM(BHSE),
News
News
leaders
Speeches by corporate
tools
tools
Public relations
Public relations
Charity work
Sports Events
Charity work
Sports Events
NEXT
Role of public relations
PREVIOUS
Smoothfunctioning
functioningofofbusiness
business
HOME
Smooth
PAGE
EXIT andachievement
and achievementofofobjectives.
objectives.
PGDHI(III)
Buildingcorporate
Building corporateimage
imagethat
that
(FINANCE)
PROFESSOR (FINANCE)
SENIOR(ST.JA)
affectsfavorably
affects favorablyon
onits
its
Ray.
products.
Charak Ray.
products.
ASST. PROFESSOR
.Mr. Charak
BCM(BHSE),
Buildpublic
publicinterest
interestininthe
the
.Mr.
Build
MBA(BHU),
ASST.
establishedproduct
established productandandhelp
helpinin
launchingProducts
launching Products
20

Marketing Management.

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.Mr.

.Mr. Charak Ray.

PREVIOUS Basic Question.???

What Do We Mean By A Market

What Can Be Marketed

What Can Be Marketed

What Is Marketing Management?

can be termed as a ‘product

actual and potential buyers of a

EXIT • Seller analyses the needs of the potential buyers,

• Situations of rare supply, the buyer may be taking extra

• And getting, keeping and growing customers

• Through creating, delivering and

Creating a Market Offering

PREVIOUS Identification of Need

and develop products

and develop products

And services that satisfy such needs.

And services that satisfy such needs.

Over its competing products

Over its competing products

To get product or service from someone,

by giving something in return

Product Concept Selling Concept

Production Concept Selling Concept

Marketing Concept Societal Marketing Concept

affordable and widely available.

Product can be sold when they are

Lowering the cost of the production.

Profit through mass production and

Demand of product is more than supply or

Ignore competition, customer, needs and

Products of high quality,

Companies sometimes do not realize what

the actual need of the market.

selling and promotion of the product

Customer cannot be manipulated many times

and the firm may lose its image

Integrated marketing technique

and firm faces intense competition

Integrated marketing technique

Customer is concerned about social welfare and issues.

Profits may by reduce to fulfill social issues

Production Product Selling Marketing Societal

product performance, product needs needs and

and Product and marketing marketing

affordability improvements promoting

through through through through customer

volume of product sales customer satisfaction

production quality volume satisfaction and social

PREVIOUS Marketing vs Selling

Producing product Assumes demand

according to for the products

Wider term, Part of

which includes marketing and

Advertising. narrow concept

PREVIOUS Marketing vs Selling

Start and end

Begin before Efforts are

Made for the

production and Made for the

PREVIOUS Marketing vs Selling

Integrated Sell hook or by