KPR College Marketing Management Course

KPR College of Arts Science and Research
B.Com CA
2020 - 2023
Core V
MARKETING MANAGEMENT
SEMESTER – III
CORE - V
Programme : II B.Com CA
PROGRAMME OUTCOMES ( POs):
PO1: Develop the accounting, finance, banking, Insurance, marketing as well as the computer
application knowledge to the students.
PO2: Create awareness of the students about Business law, Tax Law and legislations related to
business and computer applications
PO3: Get the training to learn how to develop successful computer programs to solve the
business problems for increasing the productivity of the e-business.
PO4: Obtain the practical application exposure on ms-office and oracle software.
PO5: Apply object oriented or non-object oriented techniques to solve business computing
problems which make students a good programmer.
sekar.m@kprcas.ac.in
95977 05133
2
SEMESTER – III
Core - V
Programme : II B.Com CA
COURSE OUTCOMES ( COs):

CO1: Understand the different types of marketing and career opportunities in
marketing.
CO2: Know about the marketing function for achieving marketing goals.
CO3: Aware of consumer behaviour and market segmentation and customer

relations marketing.
CO4: Analyze the marketing mix, product mix and know about the green marketing.
CO5: Gain the knowledge on different bureau of Indian standards and consumer
protection rights.
sekar.m@kprcas.ac.in
2020 Batch B.Com ( CA) 95977 05133
3
TOPIC : Marketing –Definition of market and marketing UNIT : I
TOPIC : Marketing –Definition of Market and Marketing UNIT : I
Do you have an Insurance Policy?
www.menti.com
Code :96 20 84 8

MEANING :
Marketing is the economic process by which goods and services are

exchanged between the producer and the consumer and their values
determined in terms of money prices.

PONTIAC SOLSTICE PORSCHE BOXSTER

MEANING :
Market, a means by which the exchange of goods and services takes

place as a result of buyers and sellers being in contact with one
another, either directly or through mediating agents or institutions

What is marketed?
Marketing people market 10 types of entities; let’s take a quick
look at these;
Goods Services
Events Experiences
Persons Places
Properties Organizations
Information Ideas
TOPIC : Importance of Marketing UNIT : I

IMPORTANCE OF MARKETING :-
Marketing is important not only for organizations but for
individuals, society and economy as a whole.
 Importance of Marketing To Companies
 Provides quality products.

 Provides variety of products.
 Improves knowledge of consumers.
 Helps in selection.
 Consumer satisfaction.

 Importance of Marketing To Consumers
 Helps in income generation.
 Helps in planning and decision-making.
 Helps in distribution
 Helps in exchanging information.
 Helps to adapt to changing environment.
 Expands global presence.
 Helps to earn goodwill

Importance of Marketing to Society
Marketing bridges the gap between firm and society.

 Provides employment.
 Raises standard of living.
 Creates utilities.
 Reduces costs.
 Solves social problems.
 Makes life easier.
 Enriches society.

GLOBAL MARKETING
Meaning :
"International Marketing is the marketing of
goods and services across national frontiers"
Definition :
According to Hesi and Cateora "International
Marketing is the performance of business
activities that direct the flow of goods and
services to consumers or uses in more than one
nation"
TOPIC : Global Marketing UNIT : I

Needs of Global marketing
It gives businesses new opportunities to create new streams of
income
Raises brand familiarity and reputation
Its gives businesses the opportunity to gain new knowledge about

their products in order to adjust for better quality service

Principles of Global marketing
1.People - Understanding Customer Behavior in a Different World.
2.Product - Altering to Fit the Needs of Your New Market.
3.Prices - Choosing a Premium or Economy Pricing Strategy.
4.Promotion - Choosing Strategies That Work in This New

Environment.
5.Place - Finding the Sales Avenue That Your Consumers Use

Principles of Global marketing
6.Packaging - Finding the Right Look.
7.Positioning - Determining Which Messages Will Resonate With The

Market.
8.Physical Evidence - Getting the Ambiance and Mood Right.
9.Local Teams - Don’t Overlook Them.
10.Understanding - Making a Positive Influence on Your New

Community

Features of Global marketing
1.It is a process
2.It is a lengthy and time consuming process :
3.Bulk Operations:
4.Dominance of multinational corporations (MNCs):
5.Tariff and non-tariff barriers

Features of Global marketing
6.Trading blocs
7.Foreign exchange regulations.
8.International marketing research
9.Research & development :
10.Need for suitable marketing mix:

E- Marketing
E-technologies:-
▪ E-marketing Using the web to create websites that facilitate
marketing in one form or another. Fairly broad and inclusive term.
▪ E-Business Doing business electronically
▪ E-Commerce Ability to purchase products/services online
▪ E-Tailing Similar to e-commerce but can be fulfilled by brick and
mortar or completely online stores. E-Tailing is a subset of ecommerce.
TOPIC : E – Marketing UNIT : I

E- Marketing
E-technologies:
▪ E-Learning Studying through computer technologies.
▪ E-Government Use of information and communication technologies
(ICT), in a wide area network (WANs)for execution of a public duty
TOPIC : E – Marketing UNIT : I

E- Marketing
E-technologies

Marketing Functions
TOPIC : Functions of Marketing UNIT : II

Marketing Functions
SELLING :
Selling comprises all those personal and impersonal activities involved in finding,
securing and developing a demand for a given product or service. In the words of William
J. Stanton Selling is informing and persuading a market about a product or service. It is a
function of promotion.
” In the words of Still, Cundiff and Govoni, “Selling in its broad sense, is not only the
making of sales, that is, effecting ownership transfers; but also is identifying prospective
consumers, stimulating demands and providing information and service to buyers.”
Theodore Levit writes, “Selling is as basic to our society as metabolism is to life.” It is a

fact that sales function is similar to life blood in an economy.

Marketing Functions
Objectives of Selling:
(a)To sell goods to consumers.
(b) To “service” existing accounts, that is maintain contracts with the existing
consumer.
(c) To search for new customers,
(d) To secure consumers’ cooperation in stocking and promoting the product
line.
(e) To keep customers informed about the changes in the existing product
line and firm’s marketing strategy.
(f) To provide technical advice and assistance to customers regarding use of
complicated and technical product.

Marketing Functions
Characteristics of Selling:
1. Core of marketing – It is the central point of marketing. The main object
of marketing is the creation of customers and satisfying the wants of people,
which would be possible through selling only.
2. Basis of exchange – Selling is the source for establishing relations

between a seller and a buyer and it is the exchange of goods for a value.
3. Centres around salesmanship – There are many selling techniques.

Salesmanship is one of them. The salesmanship is the process under which
the desires and wants of customers are identified, created and efforts are
made to satisfy the wants for mutual interests.
Marketing Functions
4. Means of promotion – In the words of Stanton, salesmanship is one of the

forms of sales promotion. Personal selling sales promotion, advertising and
publicity are specific parts of salesmanship. In the words of Kirkpatrick,
“Promotion is a persuasive communication.”
5. Creative function – Selling generates new needs and desires, new

demands, newer products and markets. It is the selling which enable to
explore new markets.

Marketing Functions
6. Social character – Selling is a form of social behaviour and action. It is a

combination of various practices, activities and motives. In the words of
Edmond Spencer, “Selling is the means of social cultivation and growth.”
7. Ingredient of marketing programme – The scope of marketing is too

wider, which includes pricing, development of product, distribution channels
and promotional activities. Sales promotion is the basis for formulating
marketing politics and programme.

Marketing Functions
Selling Functions:
1. Product Planning and Development:

No marketing effort can be successful if the product itself is
unsatisfactory. Hence it would not be wrong if we say that
the success of any selling organisation depends upon the
planning and development of the right type and kind of
products.

Marketing Functions
Selling Functions:
While planning the manufacture of the right kind of

products, the manufacturer should take into account the
requirements and needs of the final consumer in terms of
quantity, quality, time, price, place etc. This information
can be obtained through market research.

Marketing Functions
Selling Functions:
2. Creation of Demand:
Once the right product has been produced it will result in
profit only if it is demanded. Thus an important aspect of
selling is the creation of demand. The seller must inform the
buyer about the availability of his products. He usually
does this by resorting to activities like advertising and sales
promotion. All activities undertaken by a seller to keep his
customers informed and updated about his products through
the different means available to him can be called as demand
creation.
Marketing Functions
Selling Functions:
3. Establishing Contact with the Buyers:

Buyers are many and scattered over a vast area. After
creating a demand for the product it is essential to establish
contact with the buyers. The marketing personnel have to
find out the places where the buyers exist, establish
contacts with them and maintain cordial relations with them.
Establishing contacts with the buyers is an ongoing process
and has to be undertaken continuously.
.

Marketing Functions
Selling Functions:
4. Negotiations:
Once contact with the buyer is established the seller has to
enter into discussions with the prospective buyers to finalize
the terms relating to the quantity, quality, and price of the
product, the time mode of transport, risk coverage etc. At
this stage, offers and counter offers are made till a final
agreement is reached. This process of reaching some point
of common understanding through offers and counter offers
can be called negotiations.
.
Marketing Functions
Selling Functions:
5. Entering into a Contract:

When the terms and conditions of sale are finalised the
buyers and sellers enter in a contract to buy and sell so that
the ownership of the goods passes legally from the seller to
the buyer.

Marketing Functions
Buying Functions:
The main process of marketing is buying. There are two

aspects of exchange, i.e buying and selling. In the absence of
buying, exchange or marketing becomes impossible. Without
buying, selling cannot be done, similarly, without selling
buying cannot be.

Marketing Functions
Buying Functions:
1. Manufacturers
Manufacturers buy goods to use in production. They may
buy raw materials, semi-finished goods and parts etc. to
use in producing certain goods. They may buy capital
goods such as machines, tools, manufacturing plant,
building etc. They also may buy necessary supplies and
operating materials to facilitate production process.
Such buyers are called industrial buyers

Marketing Functions
Buying Functions:
2. Middlemen
Wholesalers and retailers also buy goods. They are

called middlemen. Wholesalers buy bulk quantity of
goods directly from manufacturers to sell to retailers or
consumers. Similarly, retailers buy goods directly from
manufacturers or wholesalers to sell to ultimate
consumers. In this way wholesalers or retailers work
both as buyers and sellers in marketing process.

Marketing Functions
Buying Functions:
3. Ultimate Consumers
Ultimate consumers buy goods to satisfy their need.
They buy daily necessary goods such as food, grains.
clothes, medicines, education materials, etc. to meet
their needs and also buy luxury capital goods like
motorcar, radio, TV, refrigerator, washing machine and
so on. Ultimate consumers buy necessary goods in small
quantity repeatedly and also may buy in bulk quantity
use for longer time.

Marketing Functions
Transportation Functions:
Marketing and sales depend largely on the means of

transport. Transportation helps in marketing functions
by creating place utility. It also helps in manufacturing
activities. Thus, transportation is a productive function.
Definition of Transportation :
According to Burkart and Medlik :
"Transportation can be defined as the means to reach the
destination and also the means of movement at the
destination”.
Role and Functions of Transportation in Marketing:-
1.Helps in Marketing:-
All goods manufactured in the factories are to be transported
to the places of consumers.
Minerals or other raw materials are to be transported from the
place of extraction or production to the factory, crops are to
be accessed from the farm to the local market or primary
market and from there to the places of consumption.
Finished products are to be transported from the warehouse
to the warehouse, from the warehouse to the dealer, and
from the dealer to the ultimate consumer.

2. Directly Affects Customer Service
Because product availability and timely deliveries are
dependent on transportation functions, the choice of
transportation directly affects customer service.
3. Basis of Marketing Strategy

A firm may even build its distribution and marketing strategy
around a unique transportation system if one time
deliveries, which that system ensures, give the firm a
competitive edge

4. Quick Marketing
Transportation performs quick marketing in such industries
whose products are perishable like fish and green
vegetables.
Through transportation, these products are carried to
various consumers quickly event in distant markets.

5.Creates Utilities
Transportation helps in effecting utility to goods and

contributes to production activities.
It adds time and place utility to a product by moving it, from
where it is made to where it is purchased and used.

Can be Costly
Transportation is the most expensive physical distribution
function
ransportations costs may limit the target markets a
marketing manager can consider.
Shipping costs increase delivered cost and that is what really
interests customers.
Transport costs add little to the cost of products that are
already valuable relative to their size and weight,
transportation costs can, however, be a large part of the cost
for heavy products of the low value, such as many minerals
6.Can be Costly
Transportation is the most expensive physical distribution function.
Transportations costs may limit the target markets a marketing
manager can consider.
Shipping costs increase delivered cost and that is what really interests
customers.
Transport costs add little to the cost of products that are already
valuable relative to their size and weight, transportation costs can,
however, be a large part of the cost for heavy products of the low
value, such as many minerals and raw materials.

8. To Widen Markets
Today markets have become wide nations and global only
because of transportation.
9. To Create Place Utility
Due to geographical and climatic factors industries are
located in particular places far away from the markets or
places where there may not be any demand for the product.

8. To Widen Markets
Today markets have become wide nations and global only
because of transportation.
9. To Create Place Utility
Due to geographical and climatic factors industries are
located in particular places far away from the markets or
places where there may not be any demand for the product.

Modes of Transportation :
Rail, highways, water, pipeline, and air are the five

main modes of transportation. Apart from these the
recently emerged forms of transportation are package
carrier, ropeways, and inter-modal system.


1)Roadways :
For the agricultural and industrial development of any nation,

the most important mode can be seen as the road transport.
This method is quite useful in reaching to short and
medium distances, even to those places where other modes
of transportation do not have their reach. The facility of door-
to-door service, which is not possible by other modes, is
provided by road transport.

2) Railways :
One of the principal carriers of men and material in the country
is railways which plays a very significant role in the trade and
commerce activities of the country. It supplies essential commodities.
to different locations by transporting across the length and breadth of
the country.

3) Waterways/Sea :
In order to ship heavy, non-perishable, and low value goods (such as
coal, grain, ore, and petroleum products), the cheapest mode of
transportation can be seen as waterways. There is a huge capacity in
case of water carriers.

4) Airways :
Among all the other modes of transport, the least hazardous mode
can be considered as the airways. The cost of air transportation is
quite high; thus, it is mainly used for the transportation of high valued
perishable products with limited life span.

5) Pipelines :
The use of pipeline for transportation of petroleum was first done by
Samuel Van Syckel in the year 1870 in Standard Oil Company of
North-Western Pennysylvania. The pipeline transportation was first
use for transporting the petroleum but its scope is enhanced by using
it for transporting many commodities such as coal in slurry form,
chemicals, natural gas, iron ore fines in slurry form, etc.

6) Ropeways :
Out of the total geographical area of India, over 16% is comprised of
hilly locations. The problem of transportation is quite prominent in
these locations due to the long circuitous paths. Sometimes, the
transportation of essential commodities and other materials is quite
vital due to their strategic significance in the defence programs of the
nation.

Storage Function
Meaning of Storage:
Storage is defined as ‘the marketing function that involves holding
goods between the time of their production and their final sale.’ It
bridges the gap between the time when goods are produced and the
time when these are ultimately consumed as there is always a time
gap between production and consumption.

Functions, Benefits and Importance of Storage:
1. Creation of Time Utility:

There are products which are produced continuously throughout the
year while consumption is seasonal. Storage enables goods to be
made available to buyers whenever they are in demand.
2. Creation of Place Utility:

Another function of storage is to make goods available to a buyer at
his place of business when he needs them. It creates place utility by
warehouse location, e.g., a retailer can obtain goods within a few
hours or minutes by contacting the wholesaler’s storage.

Functions, Benefits and Importance of Storage:
3. Finance Function:
Storage helps to obtain or raise loans by providing collateral security
of the goods stored.
4. Creation of Form Utility:

Certain commodities improve in quality or desirability while in storage,
e.g., curing of tobacco, liquor etc. Thus, storage created form utility in
certain goods.
5. Stabilising Prices:
Another function of storage is to stabilise prices by making the goods
available in the market whenever there is demand.
Need for storage :
The need for storage arises mainly because of the time gap between
production and consumption of goods.
1. In the present competitive world, production is carried on in

anticipation of demand and not necessarily for immediate sale.

Need for storage :
2. Many commodities are consumed regularly throughout the year

while their production has seasonal character. Such commodities
have to be kept in storage in the season when they are available in
plenty to be used or sold on demand.
3. Some commodities have regular production but seasonal
consumption. Such commodities also need storage for the period
when there is no demand.

Need for storage :
4. Certain commodities have to be stored to improve their quality such

as curing of tobacco, liquor etc.
5. Raw materials have to be stored to enable continuous production
without stoppage.

Financing Function:
These functions are not directly concerned with transfer of goods from the
producer to consumer, but they greatly facilitate the performance of other
functions.
These are also referred to as aiding or helping functions. Under this category,
four important functions are included viz. financing, risk bearing, market
information and standardization.

Financing Function:
Finance is the life blood of a business enterprise. A large quantum of

money is needed both for production and marketing of goods and
services. According to Stephenson; “The service of providing credit
and money needed to meet the costs of getting merchandise into the
hands of the final user is commonly referred to as the finance function
in market”.

There are three main sources of finance viz:
Long term Finance, Medium term Finance and short term Finance.
(i) Long Term Finance:
It is needed for purchasing fixed assets like land, building, plant and
machinery and other fixed assets. The main sources of long term
finance are (a) Shares (b) Debentures (c) Financial institutions and (d)
Self financing or ploughing back of profits.
(ii) Medium Term Finance:
It is mainly required for raising working capital and repayment of
assets. Its term ranges between one year and ten years. Its main
sources are (a) Debentures (b) Financial institutions (c) Commercial
banks and others.

(iii) Short Term Finance:
It is mainly required for meeting short term working capital needs. Its
term is for less than 12 months. It can be raised from (a) commercial
banks (b) trade creditors and others.
Necessity of finance also increases on account of ‘trade credit’ and’

consumer credit’. Trade credit is given to wholesalers and retailers.
Similarly ‘consumer credit’ is given to customers to purchase goods
on credit.

(2) Risk Bearing:
Marketing process is confronted with risks of many kinds at every
stage. Risks are inevitable and have become part and parcel of
modern business. It may be defined as the “danger of loss from
unforeseen circumstances in future.”
The marketing risk may be classified under the following heads:

(i) Time Risk:
Time plays a very important and significant role in bringing about
changes in prices. Goods are purchased by wholesalers and retailers
in anticipation of selling them at higher prices in future. The price may
not increase in the coming period rather may decrease.

(ii) Place Risk:
Price of the goods is not uniform throughout. They differ from one
place to another. The tendency of the businessman is to purchase the
goods from the place where their prices are low and to sell them
where prices are higher.
This refers to the place risk. But this has been considerably minimised
on account improved means of transportation and communication.
The possibility of such risks cannot be ruled out in case of perishable
goods like meat, fish, milk, vegetables and tree ripen fruits etc.

(iii) Demand Risk:
In modern times goods are produced in anticipation of demand of the
product in future. Wholesalers and retailers store large quantity of
goods by keeping in mind future demand. But the demand of the
product may not come to the expectations resulting in losses instead
of profits.
(iv) Competition Risk:
In the modern age of large scale production and cutthroat competition,
goods are exposed to competition risk. The competitors may produce
better and cheaper products on account of latest innovations and
improved methods of production thereby considerably reducing the
cost of production; not only manufacturers but middlemen also face
risks on account of competition.

(iii) Demand Risk:
In modern times goods are produced in anticipation of demand of the
product in future. Wholesalers and retailers store large quantity of
goods by keeping in mind future demand. But the demand of the
product may not come to the expectations resulting in losses instead
of profits.
(iv) Competition Risk:
In the modern age of large scale production and cutthroat competition,
goods are exposed to competition risk. The competitors may produce
better and cheaper products on account of latest innovations and
improved methods of production thereby considerably reducing the
cost of production; not only manufacturers but middlemen also face
risks on account of competition.

RISK BEARING
Market risk is the risk of losses on financial investments caused
by adverse price movements. Examples of market risk are:
changes in equity prices or commodity prices, interest rate moves or
foreign exchange fluctuations. ... The standard method for
evaluating market risk is value-at-risk
TOPIC : RISK BEARING UNIT : II

RISK BEARING
Marketing risks could include any of the following examples:
1.Pricing a product incorrectly

2.Choosing the wrong channel to advertise to a target audience
3.Distribution delays
4.Negative feedback via social media or review sites
5.Employee turnover
6.Business operations changes

RISK BEARING
Steps in Risk Bearing :-
1.Assessment
2.Analysis
3.Planning
4.Monitoring

RISK BEARING
1.Assessment:-
Throughout the planning process, marketers should conduct a marketing risk
assessment to identify potential risks that could impact activities and
campaigns. These could be as simple as identifying the inclement weather
trends that might impact production, from hurricane season in coastal areas or
snowstorms in cold weather locations.

RISK BEARING
2. Analysis:
Analysis is the next step and involves considering how likely these
events are to occur, how often they have happened in the past, and
any data you have that will help you determine which risks are most
likely to play out.

RISK BEARING
3. Planning:-
Next, the marketing team will adjust marketing plans based on
the identified risks and the marketing risk analysis that
determined their likelihood. Alternative plans should be included
where possible, so marketing teams know how to adjust their
activities should one of the risks turn into reality.

RISK BEARING
4.Monitoring
Finally, the marketing team needs to continually monitor marketing
activities for risk throughout the planning phases as well as
execution. Continual assessment of marketing risk can help
marketing teams stay ahead of potential problems and employ
alternative plans when necessary

RISK BEARING
Marketing Risk
Economic Risk Natural Risk Human Risk
Time Place Compe Personal Consumer Govt Public

Risk Risk tition Risk Risk Risk Risk
Risk

STANDARDISATION
Meaning :-
Duddy and Revzan define , “ Standardisation
is the process of determining of classes or
graes of a product or service that have
fixed limits.”
Standard and grade should be

determined according to the nature,
physical shape, name and capacity of
such goods to make buying and selling,
consumption easy.
TOPIC : STANDARDISATION UNIT : II

STANDARDISATION
• whole milk
(3.25% milk fat),
• reduced-fat milk
(2%), low-fat
milk (1%) and
• fat-free milk, also
known as skim
milk.

STANDARDISATION

STANDARDISATION

STANDARDISATION
•Standardization refers to producing goods of predetermined
specifications, which helps in achieving uniformity and consistency in
the output.
•Standardization ensures the buyers that goods conform to the

predetermined standards of quality, price, and packaging and reduces
the need for inspection, testing, and evaluation of the products.

STANDARDISATION
•Standardization refers to producing goods of predetermined
specifications, which helps in achieving uniformity and consistency in
the output.
•Standardization ensures the buyers that goods conform to the

predetermined standards of quality, price, and packaging and reduces
the need for inspection, testing, and evaluation of the products.

STANDARDISATION
Standardization:-
•Standardization means that goods are of a specified and uniform
quality.
•It is a set of requirements as to the desired qualities in a product.
•It is a measurement of physical characteristics and specified quality of
a product.
•Standards are set by both small as well as big business concerns.
•It refers to the procedure of setting up basic measures or standard to
which the products must conform and taking steps to ensure that the
goods essentially produced adhere to these standards.

TYPES OF STANDARDISATION
1. Quantity Standard
2. Standards of Size and Measurement
3. Quality Standard

1. Quantity Standard:-
Weights and measures are the standards usually used for the
determination of quantity. Standardisation of weights and measures
and enforcement of them are under the responsibility of Central and
State Govt and Local bodies. The standard weights and measures
are Kilogram, meter , Litre.

2. Standards of Size and Measurement :-

This is important as far as the manufactured goods are
concerned. The standards are determined on the basis of the size of the
products. For example, Ready-made garments, shoes thread, nut, bold,
pipe etc.,. Such products are purchased or sold on the basis of size and
measurements.

3. Quality Standard:-
This is a standard, which is difficult to be established. This
standard depends on the prescription of consumers and users.
However, branding, product differentiations, positive quality etc., are the
basis for standardizing.

Significance of Standardisation:-
 Standardised products can be sold by description, whereas
ungraded products can be sold only on the basis of inspection.
Thus, the exchange function becomes more efficient and simple.
 In the age of mass production, standardisation is prerequisite.
 Consumers’ favourable attitude can be earned by selling graded

products.

Benefits of Standardisations:-
1. Safer products and services:-
Consumers of all types (i.e. parents, employers, workers, athletes) list
health and safety as their top consumer concerns. Adherence to
standards and third-party conformity assessment gives the public
confidence that the products or systems they purchase will not cause
harm when used as intended.

2. Enhanced purchasing power:-
In addition to increased confidence in the safety and quality of their
purchases, consumers benefit from efforts to make standardized
products stand out in the marketplace. Manufacturers are responding to
consumer demands by making their products more user-friendly, multi-
functional, and even less expensive than the competition.

3. Simplicity and compatibility
Standards provide consumers with greater assurance that the various
components they purchase will be easy to use, and that components
(i.e. audio-visual equipment, car parts, computer software) will work
together.

MARKETING INFORMATION SYSTEM
TOPIC : MARKET INFORMATION UNIT : II


What is Marketing Information Management?

Marketing information management is managing the
database or data of customers. Marketing information
focuses on providing better information & not too much
information. MIS or marketing information systems are
useful in managing such volumes of data.


Example :-
Sweet Frog hands out surveys for customers to
complete online based on potentials flavours.
These results are used to make decisions on what
new flavors to add. Yummy!

These are Surf Excel

Easy Wash, Surf Excel
Matic Top Load, and
Surf Excel Matic Front
Load - all available in
both powder and liquid
form.

TOPIC : MARKETING INFORMATION SYSTEM UNIT : II

Marketing Information System – Scope

Scope # 1. Strategy Implementation:
MIS helps in product launches, authorizes the co-
ordination of marketing strategies, and is an integral
part of Sales Force Automation (SFA), Customer
Relationship Management (CRM), and customer
service systems implementations.


Scope # 2. Strategy Development:
Information needed to develop marketing strategy is
also provided by MIS. It supports strategy
development for new products, product positioning,
marketing communications (advertising, public
relations, and sales promotion), pricing, personal
selling, distribution, customer service and partnerships
and alliances.
.

Scope # 3. Market Monitoring:
MIS enables the identification of emerging market
segments, and the monitoring of the market
environment for changes in consumer behaviour,
competitor activities, new technologies, economic
conditions and governmental policies at the time of
using market research and market intelligence.
.


Scope # 4. Wider Applications:
Under modern marketing ideologies, MIS includes
operational, sales and marketing process-oriented
systems, which serve in daily marketing operational
activities such as direct mailing (database marketing),
telemarketing and operational sales management. The
users are middle management and operative sales
and marketing personnel.
.

Scope # 5. Support Management and Decision
Making:
Marketing information systems support management
decision making. Management has five distinct
functions and each of them needs support from MIS.
These are planning, organising, co-ordinating,
decision-making and controlling.
.


Scope # 6. Functional Integration:
MIS the co-ordination of activities within the marketing
department and between marketing and other
organisational functions like engineering, production,
manufacturing, product management, finance,
logistics, and customer service.

Requisites of Good Marketing Information System:
1. It should be Unified and Centralised System:

2. MIS should be Decision Support System:
3. It should be Compatible with the Marketing Organization:
4. It must be User Oriented:
5. It must be fast:
6. It must be Economical:
7. It should be Adaptable:
8. It should be Future Oriented:

Requisites of Good Marketing Information System:
1. It should be Unified and Centralised System:

2. MIS should be Decision Support System:
3. It should be Compatible with the Marketing Organization:
4. It must be User Oriented:
5. It must be fast:
6. It must be Economical:
7. It should be Adaptable:
8. It should be Future Oriented:

CONSUMER BEHAVIOUR
Meaning :
Consumer behavior is the study of consumers and the processes they
use to choose, use (consume), and dispose of products and services,
including consumers’ emotional, mental, and behavioral responses.
Definition :-
It is broadly the study of individuals, or organizations and the
processes consumers use to search, select, use and dispose of
products, services, experience, or ideas to satisfy needs and study of
its impact on the consumer and society.
TOPIC : CONSUMER BEHAVIOUR UNIT : III

CONSUMER BEHAVIOUR

CONSUMER BEHAVIOUR

CONSUMER BEHAVIOUR

CONSUMER BEHAVIOUR
According to Engel, Blackwell, and Mansard,
‘consumer behavior is the actions and decision
processes of people who purchase goods and services
for personal consumption’.
According to Louden and Bitta, ‘consumer behavior is

the decision process and physical activity, which
individuals engage in when evaluating, acquiring, using
or disposing of goods and services’.

CONSUMER BEHAVIOUR

CONSUMER BEHAVIOUR
Nature of Consumer Behavior:
1.Influenced by various factors:
a. Marketing factors (product design, price,
promotion, packaging, positioning and distribution.)
b. Personal factors (age, gender, education and
income level.)
c. Psychological factors (buying motives,
perception of the product and attitudes towards the
product.)

CONSUMER BEHAVIOUR
Nature of Consumer Behavior:
1.Influenced by various factors:
d. Situational factors (physical surroundings at
the time of purchase, social surroundings and time
factor.)
e. Social factors (social status, reference groups
and family. )
f. Cultural factors, (religion, social class—caste
and sub-castes)

CONSUMER BEHAVIOUR
2. Undergoes a constant change: not static.
For example, kids prefer colourful and fancy footwear,
but as they grow up as teenagers and young adults,
they prefer trendy footwear, and as middle-aged and
senior citizens they prefer more sober footwear. The
change in buying behavior may take place due to
several other factors such as increase in income level,
education level and marketing factors.

CONSUMER BEHAVIOUR
3. Varies from consumer to consumer:
All consumers do not behave in the same manner.
Different consumers behave differently. The differences
in consumer behavior are due to individual factors such
as the nature of the consumers, lifestyle and culture.
For example, some consumers are technoholics. They
go on a shopping and spend beyond their means.

CONSUMER BEHAVIOUR
4. Varies from region to region and country to
county: The consumer behavior varies across states,
regions and countries. For example, the behavior of the
urban consumers is different from that of the rural
consumers. A good number of rural consumers are
conservative in their buying behaviors.

Importance of Studying Consumer Behavior:
1. Modern Philosophy:
2. Achievement of Goals:
3. Useful for Dealers and Salesmen:
4. More Relevant Marketing Programme:
5. Adjusting Marketing Programme over Time:
6. Predicting Market Trend:
7. Consumer Differentiation:
8. Creation and Retention of Consumers:
9. Competition:
10. Developing New Products:
TOPIC : Importance Consumer Behaviour UNIT : III
Role or importance of study of consumer behavior can
be explained with reference to the points stated as
under:
1.Modern Philosophy:
It concerns with modern marketing philosophy – identify
consumers’ needs and satisfy them more effectively
than competitors. It makes marketing consumer-
oriented. It is the key to succeed.

The key to a company’s survival, profitability, and
growth in a highly competitive marketing environment is
its ability to identify and satisfy unfulfilled consumer
needs better and sooner than the competitors. Thus,
consumer behavior helps in achieving marketing goals.

3. Useful for Dealers and Salesmen:
The study of consumer behavior is not useful for the
company alone. Knowledge of consumer behavior is
equally useful for middlemen and salesmen to perform
their tasks effectively in meeting consumers needs and
wants successfully. Consumer behavior, thus, improves
performance of the entire distribution system

The key to a company’s survival, profitability, and
growth in a highly competitive marketing environment is
its ability to identify and satisfy unfulfilled consumer
needs better and sooner than the competitors. Thus,
consumer behavior helps in achieving marketing goals.

KPR College Marketing Management Course

Uploaded by

Document Information

Original Description:

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

KPR College Marketing Management Course

Uploaded by

Copyright:

Available Formats

KPR College of Arts Science and Research

COURSE OUTCOMES ( COs):

CO3: Aware of consumer behaviour and market segmentation and customer

TOPIC : Marketing –Definition of Market and Marketing UNIT : I

Marketing is the economic process by which goods and services are

TOPIC : Marketing –Definition of Market and Marketing UNIT : I

TOPIC : Marketing –Definition of Market and Marketing UNIT : I

Market, a means by which the exchange of goods and services takes

TOPIC : Marketing –Definition of Market and Marketing UNIT : I

TOPIC : Importance of Marketing UNIT : I

 Provides quality products.

TOPIC : Importance of Marketing UNIT : I

TOPIC : Importance of Marketing UNIT : I

Marketing bridges the gap between firm and society.

TOPIC : Importance of Marketing UNIT : I

TOPIC : Global Marketing UNIT : I

Raises brand familiarity and reputation

Its gives businesses the opportunity to gain new knowledge about

TOPIC : Global Marketing UNIT : I

1.People - Understanding Customer Behavior in a Different World.

2.Product - Altering to Fit the Needs of Your New Market.

3.Prices - Choosing a Premium or Economy Pricing Strategy.

4.Promotion - Choosing Strategies That Work in This New

5.Place - Finding the Sales Avenue That Your Consumers Use

TOPIC : Global Marketing UNIT : I

7.Positioning - Determining Which Messages Will Resonate With The

8.Physical Evidence - Getting the Ambiance and Mood Right.

9.Local Teams - Don’t Overlook Them.

10.Understanding - Making a Positive Influence on Your New

TOPIC : Global Marketing UNIT : I

TOPIC : Global Marketing UNIT : I

TOPIC : Global Marketing UNIT : I

TOPIC : E – Marketing UNIT : I

TOPIC : E – Marketing UNIT : I

TOPIC : Global Marketing UNIT : I

TOPIC : Functions of Marketing UNIT : II

Theodore Levit writes, “Selling is as basic to our society as metabolism is to life.” It is a

TOPIC : Functions of Marketing UNIT : II

TOPIC : Functions of Marketing UNIT : II

2. Basis of exchange – Selling is the source for establishing relations

3. Centres around salesmanship – There are many selling techniques.

4. Means of promotion – In the words of Stanton, salesmanship is one of the

5. Creative function – Selling generates new needs and desires, new

TOPIC : Functions of Marketing UNIT : II

6. Social character – Selling is a form of social behaviour and action. It is a

7. Ingredient of marketing programme – The scope of marketing is too

TOPIC : Functions of Marketing UNIT : II

1. Product Planning and Development:

TOPIC : Functions of Marketing UNIT : II

While planning the manufacture of the right kind of

TOPIC : Functions of Marketing UNIT : II

3. Establishing Contact with the Buyers:

TOPIC : Functions of Marketing UNIT : II

5. Entering into a Contract:

TOPIC : Functions of Marketing UNIT : II

The main process of marketing is buying. There are two

TOPIC : Functions of Marketing UNIT : II

TOPIC : Functions of Marketing UNIT : II

Wholesalers and retailers also buy goods. They are

TOPIC : Functions of Marketing UNIT : II

TOPIC : Functions of Marketing UNIT : II

Marketing and sales depend largely on the means of