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evRviRvZKiY cwiwPwZ
Introduction to Marketing

f~wgKv
GB BDwb‡U evRviRvZKi‡Yi cÖv_wgK aviYvi Dci Av‡jvKcvZ Kiv n‡q‡Q| GB BDwb‡U †gvU wZbwU
cvV Av‡Q| cÖ_g cv‡V evRviRvZKi‡Yi AvIZv I cÖK…wZ wb‡q Av‡jvPbv Kiv n‡q‡Q| evRviRvZKiY
m¤ú‡K© aviYv Ges KZ`yi ch©šÍ evRviRvZKi‡Yi Kvh©µg we¯Í„Z Zv Av‡jvPbv Kiv n‡q‡Q|
evRviRvZKiY we‡køl‡Y wKQy †gŠwjK aviYv i‡q‡Q Zv‡`i e¨vL¨v †`Iqv n‡q‡Q| wØZxq cv‡V
evRviRvZKi‡Yi ¸iyZ¡ I Kvh©vejx wb‡q Av‡jvwPZ n‡q‡Q| A_©bxwZ, Drcv`b Ges mvgvwRK Rxe‡b
evRviRvZKi‡Y wK ¸iyZ¡c~Y© f~wgKv cvjb Ki‡Q Zvi Av‡jvKcvZ Kiv n‡q‡Q| cY¨ Drcv`‡bi c~‡e©,
Drcv`‡bi c‡i Ges weµq Kvh© mgvav‡bi c‡iI evRviRvZKi‡Yi wKQy Kvh©µg i‡q‡Q, GB ¸wji eY©bv
†`Iqv n‡q‡Q| Z…Zxq cv‡V evRviRvZKiY e¨e¯’vcbvi `k©bmg~n g~j¨vqb Kiv n‡q‡Q| wewfbœ mg‡qi
evRviRvZKiY `k©b wKfv‡e e¨emvwqK Kvh©µ‡g f~wgKv ‡i‡L‡Q †m¸‡jv wb‡q Av‡jvPbv Kiv n‡q‡Q|
cwi‡k‡l GB mKj welq we‡køl‡Yi gva¨‡g evRviRvZKi‡Yi GKwU ms‡¶wcZ iƒc‡iLv cÖYqb Kiv
n‡q‡Q|
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evRviRvZKi‡Yi AvIZv I cÖK…wZ

(Nature and Scope of Marketing)
D‡Ïk¨
GB cvV †k‡l Avcwb-

evRviRvZKi‡Yi msÁv cÖ`vb Ki‡Z cvi‡eb|

evRviRvZKi‡Yi AvIZv ev cwiwa eY©bv Ki‡Z cvi‡eb|

evRviRvZKi‡Yi †gŠwjK aviYvmg~n Abyaveb Ki‡Z cvi‡eb|

Drcv`b Ges weµ‡qi mv‡_ evRviRvZKi‡Yi m¤úK© wbY©q Ki‡Z cvi‡eb|

evRviRvZKi‡Yi wewfbœ Dcv`vb¸‡jvi g‡a¨ cvi¯úwiK m¤úK© wbY©q Ki‡Z cvi‡eb|
evRviRvZKiY ej‡Z Kx eySvq (What is meant by marketing)
Bs‡iRx Market kã †_‡K Marketing k‡ãi DrcwË| Gi evsjv cÖwZkã n‡jv evRviRvZKiY|
evRviRvZKiY welqUv GZ Mfxi †h †Kvb msÁv Øviv Gi cÖK…wZ eySv‡bv m¤¢e bq| Avm‡j ejv n‡q _v‡K
Avgv‡`i Rb¥ †_‡K g„Zz¨ ch©š— mKj Kvh©µ‡gi mv‡_ evRviRvZKiY RwoZ i‡q‡Q| cY¨ `ªe¨ Drcv`b
K‡i Drcv`K Ges †fvM K‡i †fv³v| †fv³vi cÖ‡qvRb I Afve mš‘wó weav‡bi gva¨‡g cÖvwZôvwbK D‡Ïk¨
AR©‡bi j‡¶¨ Drcv`b c~e© wKQy Kvh©µg †_‡K ïiy K‡i Drcv`bKvixi wbKU †_‡K cY¨ ev †mev †fv³v ev
†µZvi wbKU †cŠuQv‡bv Ges †fvM ev e¨env‡ii cieZx© ch©v‡qi wKQy Kvh©µ‡gi mgwó‡K evRviRvZKiY
e‡j| A‡b‡KB weµq Kvh©‡K evRviRvZKiY ev gv‡K©wUs e‡j _v‡K| Avm‡j weµq n‡”Q
evRviRvZKi‡Yi GKUv Ask| Drcv`‡bi c~‡e© evRviRvZKi‡Yi wKQy KvR i‡q‡Q †hgb: evRvi Rwic,
Pvwn`v wba©viY, A_©-ms¯’vb, cÖwZ‡hvwM‡`i wPwýZ Kiv BZ¨vw`| Drcv`‡bi c‡i evRviRvZKi‡Yi ¸iyZ¡c~Y©
KvR n‡jv gvb wba©viY wefw³KiY, †gvoKxKiY, g~j¨ wba©viY, cwienY, ¸`vgRvZKiY, eÈb, SuywKMÖnY,
cY¨ cÖmvi BZ¨vw`| cY¨ †fv³vi Kv‡Q †cŠ‡Q †`qv A_ev cY¨ †fv³vi Kv‡Q weµq Kiv n‡jB
evRviRvZKi‡Yi Kvh©µg †kl nq bv| †fv³vi Kv‡Q †cŠuQv‡bvi ciI evRviRvZKi‡bi wKQy KvR _v‡K|
†hgb- weµ‡qvËi †mev cÖ`vb, †fv³v ev †µZvi mš‘wó cwigvc, mš‘wó eRv‡q ivLv Ges e„w× Kiv, gv‡K©wUs
Gi bvbv wea Kvh©µg g~j¨vqY Kiv|
D‡jøwLZ welq¸‡jv‡K we‡ePbv K‡i American Marketing Association evRviRvZKi‡Yi †h msÁv
cÖ`vb K‡i‡Q Zv n‡jv: Marketing is the Process of planning and executing the conception,
pricing, promotion and distribution of ideas, goods and services to create exchanges
that satisfy individual and organizational objectives. A_©vr wewbg‡qi gva¨‡g e¨w³i mš‘wó
weavb Ges cÖwZôvwbK D‡Ïk¨vewj AR©‡bi wbwg‡Ë aviYv, cY¨ I †mevi cwiKíbv cÖYqb I ev¯—evqb,
g~j¨ wba©viY, cÖmvi I eÈb cÖwµqv‡K ejv nq evRviRvZKiY|
Aa¨vcK Philip Kotter & Gary Armstrong Gi g‡Z, Marketing is a social and managerial
process whereby individuals and groups obtain what they need and want through
creating and exchanging products and value with others. A_©vr evRviRvZKiY n‡”Q GKwU
mvgvwRK Ges e¨e¯’vcKxq cÖwµqv hvi gva¨‡g e¨w³eM© Ges `j Ab¨‡`i mv‡_ cY¨`ªe¨ I f¨vjy m„wó Ges
wewbg‡qi gva¨‡g Zv‡`i cÖ‡qvRb I Afve c~iY K‡i _v‡K|
evRviRvZKi‡Yi Kvh©vewj Aviv¤¢ nq Drcv`‡bi wPšÍvi gva¨‡g Ges m‡šÍvlRbK Dcv‡q †µZv‡K
weµ‡qvËi †mev cÖ`v‡bi gva¨‡g Zv †kl nq| ZvB †µZv‡K Rvbv I †mB Abyhvqx f¨vjy m„wó Kiv Ges †mB
fv‡e cY¨ evRviRvZ Kiv evRvRvZKi‡Y Ab¨Z¡g welq| ZvB cwi‡k‡l ejv hvq, evRviRvZKZi n‡”Q,

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Ggb GKwU mvgvwRK I e¨e¯’vcKxq cÖwµqv hv Øviv e¨w³ I †Mvôx A‡b¨i Rb¨ cY¨ I †mev ˆZix I
wewbgq K‡i Ges wb‡R‡`i Kvw•LZ cY¨ ev †mev MÖn‡Yi gva¨‡g cÖ‡qvRb I Afv‡ei mš‘wó weavb K‡i|

evRvRvZKi‡Yi †gŠwjK aviYv mg~n (Core Marketing Concepts)

‡fv³v‡`i cÖ‡qvRb wba©viY, †mBfv‡e cY¨ Drcv`b Ges eÈb Ges †fv³v‡`i mš‘wó weavb n‡jv
evRviRvZKi‡Yi GKgvÎ j¶¨| evRviRvZKiY Av‡jvPbvi Rb¨ Ges GB wel‡q cwi¯‹vi Ávb jv‡fi
wbwg‡Ë KZK¸‡jv aviYv m¤ú‡K© Avgv‡`i cwi®‹vi Ávb _vKv cÖ‡qvRb| GB aviYvmg~n cieZx©‡Z
evRviRvZKiY Av‡jvPbvi wfwË wnmv‡e KvR Ki‡e| wb‡¤œ evRviRvZKi‡Yi †gŠwjK aviYv¸‡jv Av‡jvPbv
Kiv n‡jv t
cÖ‡qvRb Afve
Pvwn`v

evRvi cY¨, †mev I AwfÁZv

wewbgq †jb‡`b f¨vjy Ges mš‘wó

m¤úK©

wPÎ t evRviRvZKiY g~j aviYv mg~n

Source:Philip Kotler & Gary Armstrong, Principles of Marketing,10th ed.Prentice Hall.Ine.2004,P-
6.

1| cÖ‡qvRb, Afve, Pvwn`v (Needs, Wants and Demands)

bxW ev cÖ‡qvRb n‡”Q gvby‡li Ggb GKwU gvbwmK ¯—i, hvi Dc‡hvM _vKv m‡Ë¡I gvbyl †m¸‡jvi cÖvwß
†_‡K wb‡R‡K ewÂZ K‡i| G¸‡jv †eu‡P _vKvi Rb¨ Acwinvh©| †hgbt Lv`¨, e¯¿, evm¯’vb, wbivcËv,
wPwKrmv, †mev BZ¨vw`| cÖ‡qvRb hLb †fv³vi ms¯‹…wZ ev e¨w³Z¡ Øviv cÖfvweZ n‡q ev¯Í‡e cÖKvk cvq
ZLb Zv‡K Afve e‡j| †µZvi Afve hLb µq ¶gZvi kZ© c~iY K‡i ZLbB Zv Pvwn`vq cwiYZ nq|
D`vniY ¯^iƒc ejv hvq, †Kvb e¨w³i ¶zav †c‡j Lvevi cÖ‡qvRb, GUv n‡jv bxW| hw` evsjv‡`kxi Lvevi
`iKvi nq Z‡e †h cÖ_‡gB gvQ Ges fv‡Zi Afve Abyfe Ki‡e, GUvB Afve| evRv‡i wewfbœ `v‡gi
gvQ, fvZ cvIqv hvq| †h `v‡g †m gvQ fvZ msMÖn Ki‡e †mB gvQ fvZUvB n‡jv †mUv Zvi Pvwn`v|

2| cY¨ I AwfÁZv †mev (Products, Services and Experiences)

cY¨ ej‡Z Ggb †Kvb wKQy‡K eySvq ev †fv³vi cÖ‡qvRb I Afv‡e mš‘wó weavb Ki‡Z m¶g| `„k¨gvb e¯‘
†hgb LvZv, Kjg, eB, Pvj, †Uwej, †Pqvi BZ¨vw`‡K cY¨ ejv nq| Ab¨ w`‡K A`„k¨gvb wKš‘ †fv³vi
cÖ‡qvRb Afve ‡gUv‡bvi D‡Ï‡k¨ µq I weµq Kiv nq Zv‡K †mev e‡j| wPwKrm‡Ki wPwKrmv, wk¶‡Ki
wk¶v `vb, bvwc‡Zi Pzj KvUv BZ¨vw`‡K †mev ejv nq| cY¨ I †mevi g‡a¨ †gŠwjK cv_©K¨ n‡jv Avgiv
cY¨‡K †`L‡Z cvq wKš‘ †mev‡K ¯úk© A_ev †`Lv hvq bv| Ab¨w`‡K cY¨ Ges †mevi mymgv‡ek NwU‡q
AwfÁZv (experiences) AR©b Ges evRviRvZKiY m¤¢e| GKRb mdj evRviRvZKvix cY¨ ev †mev
weµ‡qi †P‡qI AwfÁZvi Av‡jv‡K evRviRvZKiY cÖwµqv‡K mg„× K‡i|

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3| f¨vjy Ges mš‘wó (Value and Satisfaction)

GKwU cY¨ AR©b Ges e¨env‡ii gva¨‡g †µZviv †h DcKvwiZv cvq Ges cY¨wU AR©‡bi Rb¨ †h A_© e¨q
nq G‡`i cv_©K¨‡K †µZvi f¨vjy e‡j| †fv³vi cÖ‡qvRb c~i‡Y †Kvb& cY¨wU †ewk mš‘wó w`‡Z m¶g Zv
wbiƒc‡Y †Kv¤úvwb‡K m‡Pó _vK‡Z nq|
‡fv³v Zvi cÖZ¨kvi mv‡_ cÖvß myweavi Zzjbv K‡i Zvi g‡a¨ †h Avb›` ev ˆbiv‡k¨i Abyf~wZ m„wó nq Zv‡K
mš‘wó ev Amš‘wó e‡j| †fv³ Zviv cÖZ¨vkv Abymv‡i cY¨ n‡Z myweav mg~n †c‡j mš‘ó n‡e Ges bv †c‡j
Amš‘ó n‡e|
‡fv³vi f¨vjy I mš‘wó wbf©i K‡i mvwe©K gvb e¨e¯’vcbvi Dci| msMVb KZ…©K cY¨ ev †mevi gvb m¤ú‡K©
†µZv‡`i DØy× Kivi `k©b Ges e¨e¯’vcKxq c×wZ hv‡Z cÖwZôv‡bi cY¨ ev †mevi gvb µgvMZ DbœZ nq
Zv‡K mvwe©K gvb e¨e¯’vcbv e‡j (Total quality management).

4| wewbgq, †jb‡`b Ges m¤úK© (Exchange, Transitions and Relationships)

‡fv³v †Kvb wKQy Ac©‡bi gva¨‡g A‡b¨i KvQ †_‡K Kvw•LZ cY¨ jv‡fi Dcvq‡K wewbgq e‡j| GLv‡b
`yBwU c¶, wewbgq‡hvM¨ cY¨, cÖ¯Íve MÖnY I evwZ‡ji ¶gZv, †hvMv‡hvM cÖwµqv Ges †jb‡`‡bi B”Qv
_vK‡Z n‡e|
`yB c‡¶i g‡a¨ g~j¨ m¤ú„³ †Kvb e¨emv msNwUZ nIqv‡K †jb‡`b e‡j| hw` 100 UvKvi wewbg‡q GKRb
†µZv hw` †`vKvb †_‡K GKwU eB µq K‡i Z‡e GUv‡K †jb‡`b ejv n‡e| Z‡e UvKv QvovI †jb‡`b
m¤úvw`Z n‡Z cv‡i| c‡Y¨i wewbg‡q cY¨ w`‡qI †jb‡`b n‡Z cv‡i|
m¤úK© wfwËK evRviRvZKiY n‡jv Ggb GKwU cÖwµqv hvi gva¨‡g evRviRvZKi‡Y j¶¨ AR©‡bi Rb¨
cY¨ ev †mevi wbwg‡qi ms‡½ RwoZ c¶¸‡jvi g‡a¨ `xN©Kvjxb mym¤úK© m„wó I i¶v Kiv|

5| evRvi (Market)
cY¨ ev †mev µq Ki‡Z m¶g GB iƒc eZ©gvb Ges m¤¢ve¨ †µZvi mgwó‡K evRvi ejv hvq| mvaviYZ
evRviRvZKiY Kg©KvÛ evRvi‡K j¶¨ K‡iB cwiPvwjZ nq|

evRviRvZKi‡Yi AvIZv (The Scope of Marketing)

mwVKfv‡e evRviRvZKi‡bi AvIZv wba©viY Kiv LyeB KwVb KvR| KviY GUv GKwU e¨emvwqK cÖwµqv
Ges mg‡qi cwieZ©‡bi mv‡_ mv‡_ Gi AvIZvI cwieZ©b G‡m‡Q| evRviRvZKi‡Yi mv‡_ mv‡_ Gi
AvIZviI cwieZ©b G‡m‡Q| evRviRvZKi‡Yi mv‡_ mswkøó welqmg~n‡K evRviRvZKi‡Yi AvIZv wnmv‡e
we‡ePbv Kiv nq| †mB `„wó‡Kvb †_‡K wbæwjwLZ welqmg~n evRviRvZKi‡Yi mv‡_ Lye †ewk mswkøó|
1| cY¨ `ªe¨ (Goods) : e¯‘MZ `ªe¨‡K wN‡i AwaKvsk †`‡ki Drcv`b Ges evRviRvZKiY Kvh©µg
cwiPvwjZ nq| mKj `„k¨gvb `ªe¨B Gi AvIZvq Av‡m| GKUv A_©bxwZi †ewki fvM Drcv`bB cY¨
`ªe¨‡K wN‡iB cwiPvwjZ n‡q _v‡K| kaygvÎ †Kv¤úvwbB †h cY¨ `ªe¨ Drcv`b K‡i Ggb bq e¨w³MZ
ch©v‡qI cY¨ `ªe¨ Drcvw`Z n‡q _v‡K|
2| †mev (Services) : A`„k¨gvb cY¨‡K Avgiv †mev e‡j _vwK| `ªe¨ mvgMÖxi gva¨‡gB †Kej
evRviRvZKi‡Yi AvIZv mxgve× bq eis Gi AvIZv †mev Drcv`‡bi mv‡_ RwoZ| †nv‡Uj, †mjyb,
†givgZ, AvBbRxwe, wk¶K, cÖ‡KŠkjx, Wv³vi, BZ¨vw` MZvbv¸wZK †mvei mv‡_ B›Uvi‡bU, Kzwiqvi,
†gvevBj, cÖvB‡fU wek¦we`¨vjq wewfbœ ai‡bi †KvwPs BZ¨vw`i cÖmvi NU‡Q|
3| AwfÁZv (Experiences) : wewfbœ †mev Ges c‡Y¨i mgv‡ek NwU‡q GKwU cÖwZôvb AwfÁZv m„wói
gva¨‡g evRviRvZKiY Kvh©µg m¤úv`b Ki‡Z cv‡i| †hgb, BDwbwjfvi evsjv‡`k wjt fvi‡Zi wbg©v
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wWUvi‡R›U Gi Kvco cwi®‹vi Gi AwfÁZv‡K e¨envi K‡i bZzb ûBj cvIqvi wWUvi‡R›U evRv‡i Qvo‡Q|
AwfÁZv evRviRvZKiY KvR‡K mg„× K‡i, ZvB GB msµvšÍ Av‡jvPbv evRviRvZKi‡Yi AvIZvi
AšÍ©f~³|
4| B‡f›Um (Events) : evRviRvZKvixiv mgqwfwËK B‡f›Um cÖeZ©b K‡i _v‡K, evRviRvZKvix
MYms‡hvM wefv‡Mi gva¨‡g wbw`©ó Uv‡M©U †µZv‡`i wbKU cY¨ ev †mevi msev` †cŠuQv‡bvi Rb¨ wewfbœ
B‡f›U e¨envi K‡i _v‡K| †hgb- †Kv¤úvwbi el©cywZ, †UªW †kv, µxov Abyôvb, wPÎ cÖ`k©bx, I‡cb Gqvi
KbmvU©| GB mKj B‡f›Um& †ckv`vi e¨w³ ev cÖwZôv‡bi ZË¡veav‡b cwiKwíZ Dcv‡q Dc¯’vcb Kiv n‡j
AwaK Kvh©KvwiZv jvf K‡i|
5| e¨w³ (Persons) : e¨w³‡K †K›`ª K‡i evRviRvZKiY Kvh©µg cwiPvjbv Kiv n‡”Q| e¨w³i L¨vwZ,
bvg, Rm, AvKk©b BZ¨vw`i evRviRvZKiY eo ai‡bi e¨emvq wnmv‡e MY¨ nq| weL¨vZ wPÎ bvqK bvwqKv,
wPwKrmK, †L‡jvqvi Ggb wK ivRbxwZwe`M‡Yi G‡Ró, g¨v‡bRvi A_ev MYms‡hvM ms¯’v _v‡K| GQvov
wewfbœ †ckvRxwe gnj L¨vwZ evRviRvZKvix‡`i mvnvh¨ wb‡”Q|
6| ¯’vb (Place) : ‡Kej gvÎ cY¨ ev †mevB bq eis GKwU ¯’vb‡K AvKl©bxq fv‡e †µZv‡`i mvg‡b Zz‡j
a‡i evRviRvZ Kiv hvq| c„_exi cÖvq †`‡k ¯’vb evRviRvZKiY Kivi Rb¨ wb‡R‡`i D‡`¨v‡M ch©Ub wkí
M‡o †Zvjv n‡”Q| evsjv‡`‡k ch©Ub K‡c©v‡ikb, wewmK, ißvwb cÖwµqvKiY GjvKv, wiqvj G‡÷U e¨emvqx,
wkí e¨vsK BZ¨vw` msMVb¸‡jv ¯’vb evRviRvZKi‡Yi †Póv Ki‡Q|
7| m¤úwË (Properties) : m¤úwË µq weµq Kiv hvq Ges Gi mv‡_ evRviRvZKi‡Yi cÖvq mKj KvRB
RwoZ, m¤úwËi µq weµ‡qi mv‡_ RwoZ c¶¸‡jv me©`vB evRviRvZKiY c×wZi mvnvh¨ I mn‡hvwMZv
wb‡”Q| Rwg, `vjvb‡KvVv, Mvwo, †kqvi, eÛ, mybvg BZ¨vw`‡K †K›`ª K‡i wekvj evRviRvZKiY Kvh©µg
M‡o D‡V‡Q| Bb‡f›U‡g›U †Kv¤úvwb Ges e¨vsK¸‡jv e¨w³ I cÖvwZôvwbK wewb‡hvMKvix‡`i wmwKDwiwU
evRviRvZKi‡Yi mv‡_ RwoZ|
8| msMVb (Organizations) : eZ©gv‡b A‡bK msMVbB RbM‡Yi g‡b AbyK~j fveg~wZ© M‡o †Zvjvi Rb¨
wewfbœ cÖ‡Pôv Ki‡Q| A‡bK †Kv¤úvwb mvgvwRK Kvh©µ‡g cÖPzi wewb‡qvM Ki‡Q| Gi gva¨‡g cÖwZôv‡bi
mybvg e„w× cvq| wek¦we`¨vjq, hv`yNi, †ivfvi ¯‹vDU, jvqÝ K¬ve BZ¨vw` msMVb¸‡jv wewfbœ Kvh©µ‡gi
gva¨‡g Zv‡`i cvewjK B‡gR e„w× Ki‡Q| ZvB wewfbœ msMVb‡K RbM‡bi mvg‡b wewfbœ fv‡e Dc¯’vcb
K‡i evRviRvZ Kiv hvq|
9| Z_¨ (Information) : c‡Y¨i b¨vq Z_¨I Drcv`b I evRviRvZ Kiv hvq| wek¦we`¨vjq, ¯‹zj I
K‡jR¸‡jv Z_¨ Drcv`b K‡i Ges g~‡j¨i wewbg‡q AwffveK, QvÎ-QvÎx I mgv‡Ri wbKU weµq K‡i
_v‡K| wewfbœ Kw¤úDUvi †Kv¤úvwb, †Uwjwfkb †Kv¤úvwb, Mvwo Drcv`bKvix cÖwZôvb Zv‡`i e¨vbv‡i wewfbœ
cÖKvi g¨vMvwR‡bi gva¨‡g Z_¨ cÖPvi Ki‡Q| eZ©gv‡b Z_¨ Drcv`b, c¨v‡KwRs I eÈb c„w_ex‡Z e„nr wkí
wn‡m‡e MY¨ n‡q‡Q|
10| aviYv (Ideas) : aviYv n‡jv Ggb wKQy e³e¨ hv mgv‡Ri gvbyl‡K m‡PZb Kiv Ges fvj KvR Ki‡Z
DrmvwnZ K‡i| eZ©gv‡b wewfbœ aviYv mgv‡R cÖPwjZ i‡q‡Q hv evRviRvZKiY Kvh©µ‡gi AvIZvq P‡j
Av‡m| †hgb- AIDS gvivZœK e¨vwa, aygcv‡b welcvb, MvQ jvMvb cwi‡ek euvPvb, Avcbvi wkï‡K wUKv w`b
BZ¨vw`|

evRviRvZKiY I Drcv`b (Marketing and Production)

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A_©‰bwZK Kg©Kv‡Ûi g‡a¨ Drcv`b AZ¨šÍ ¸iyZ¡c~Y©| m¤ú‡`i mxgve×Zv Ges `¶Zvi Afv‡e gvby‡li
mKj cY¨ Drcv`b Kiv m¤¢e bq| e¨w³MZev‡e A‡bK welq Avgv‡`i c‡¶ Drcv`b Kiv m¤¢eci bq wKš‘
Avgiv Zv e¨envi K‡i _vwK| †hgbt mvevb, Nwo, †Uwjwfkb, wd«R BZ¨vw`| gvby‡li cÖ‡qvR‡bi mKj
welqB Drcv`‡bi Kj¨v‡Y n‡q Zv‡K| Drcv`b Ges evRviRvZKiY e¨emv‡qi `yBwU ¸iyZ¡c~Y© Ask,
Avm‡j Drcv`‡bi ci Zv wewfbœ cÖwµqvi gva¨‡g †µZvi wbKU †cŠuQvq Ges †µZv Zvi cÖ‡qvRb †gUvq|
wK cY¨ Drcv`b Kiv n‡e, KZUzKz Drcv`b Kiv n‡e Ges Kv‡`i Rb¨ Drcv`b Kiv n‡e GB †gŠwjK
Drcv`‡bi welq¸‡jv evRviRvZKiY c×wZi gva¨‡gB wba©vwiZ n‡q _v‡K| Drcvw`Z c‡Y¨i wb‡`©kbv
QvovI evRviRvZKiY wb¤œ-wjwLZ Dc‡hvMmg~n m„wó K‡i _v‡K| †hgbt
1| mgqMZ Dc‡hvM (Time Utility) : ‡µZv hLb cY¨wU PvB‡e wVK ZLwb cY¨ cv‡e| ¸`vgRvZKiY
Ges msi¶‡bi gva¨‡g mgqMZ Dc‡hvM m„wó Kiv nq|
2| ¯’vbMZ Dc‡hvM (Place Utility) : ‡µZv †hLv‡b cY¨wU †c‡Z Pvq †mLv‡bB cY¨wU wbwðZ Kiv nq|
cwien‡Yi gva¨‡g ¯’vbMZ Dc‡hvM m„wó Kiv n‡q _v‡K|
3| gvwjKvbvMZ Dc‡hvM (Possession Utility) : GB Dc‡hv‡Mi gva¨‡g †Kvb c‡Y¨i †fvM I
e¨env‡ii Dci †fv³vi AwaKvi cÖwZwôZ nq| µq weµq Kv‡Ri Øviv gvwjKvbv Dc‡hvM m„wó nq Ges
cY¨ †fvM / e¨env‡ii AwaKvi cvq|
evRviRvZKiY I weµq (Marketing and Selling)
evRviRvZKiY Ges weµq‡K A‡b‡KB GKB welq wn‡m‡e wPwýZ K‡i _v‡K| Avevi A‡b‡KB GKwU‡K
Ab¨wUi cwic~iK wnmv‡e we‡ePbv K‡i| Avm‡j G‡`i g‡a¨ A‡bK cv_©K¨ i‡q‡Q| evRviRvZKiY n‡jv
GKwU c~Y©v½ e¨emvwqK c×wZ Ges weµq n‡jv GB c×wZi GKwU Ask| wb‡¤œ weµq Ges
evRviRvZKi‡Yi g‡a¨ cv_©K¨ †`Lv‡bv n‡jvt
wk‡ivbvg evRviRvZKiY weµq
1| msÁv †fv³vi cÖ‡qvRb I mš‘wó weav‡bi gva¨‡g weµq n‡jv m‡š—vlRbK g~j¨ cY¨ ev
cÖwZôv‡bi D‡Ïk¨ AR©‡bi wbwg‡Ë wewbgq †mevi gvwjKvbv n¯—vš—‡ii mv‡_ RwoZ
m¤úwK©Z Kvh©vewji evRviRvZKiY e‡j| wewfbœ Kvh©µ‡gi mgwó|
2| AvIZv evRviRvZKi‡Yi cwiwa e¨vcK weµ‡qi cwiwa msKxY©
3| D‡Ïk¨ cY¨ weµ‡qi gva¨‡g †fv³vi mš‘wó AR©b cY¨ weµ‡qi gva¨‡g cY¨ ev †mevi
gvwjKvbv n¯ÍvšÍi|
4| Dc‡hvM Gi gva¨‡g ¯’vbMZ, mgqMZ Ges Gi gva¨‡g gvwjKvbvMZ Dc‡hvM m„wó
gvwjKvbvMZ Dc‡hvM m„wó nq| nq|
5| Kvh©µg cY¨ Drcv`‡bi c~‡e© Gi Kvh©µg Aviv¤¢ cY¨ Drcv`‡bi ci Gi Kvh©µg Aviv¤¢
nq| nq|
6| cwiPvjbv Kviev‡ii m‡e©v”P e¨e¯’vcbv KZ…©K wm×všÍ evRviRvZKiY wefvM Zvi weµqKgx©‡`i
I bxwZ wba©viY Kiv nq| Øviv weµqKvh© m¤úbœ K‡i _v‡K|
7| ¸iyZ¡v‡ivc ‡fv³vi mš‘wói cÖwZ †ewk ¸iyZ¡ cÖ`vb Kiv cY¨ weµq Ges gybvdv e„w×i cÖwZ‡ewk
nq| ¸iyZ¡ †`qv nq|

8| cwiKíbv evRviRvZKiY cwiKíbv `xN©‡gqvw` nq| weµq cwiKíbv mvavišÍ ¯^í†gqvw` n‡q
_v‡K|

cvV-ms‡¶c

BDwbU GK c„ôv-6
 evRviRvZKiY bxwZgvjv

• evRviRvZKiY n‡”Q Ggb GKwU mvgvwRK I e¨e¯’vcKxq cÖwµqv hvi gva¨‡g Drcv`‡Ki Drcvw`Z
cY¨ PzovšÍ †fv³vi nv‡Z †cŠu‡Q w`‡q †fv³vi PzovšÍ mš‘wó weavb wbwðZ Kiv nq|
• Dc‡hvM i‡q‡Q Ggb cY¨ ev †mev †_‡K gvbyl hLb wb‡R‡K ewÂZ e‡j g‡b K‡i ZLb Zvi
Abyf~wZ‡KB cÖ‡qvRb e‡j|
• ‡µZvi ms¯‹…wZK I e¨w³Z¡ Øviv cÖfvweZ n‡q cÖ‡qvRb hLb ev¯Í‡e cÖKvk cvq ZLb Zv‡K Afve
e‡j|
• ‡µZvi Afve hLb µq ¶gZvi kZ© c~iY K‡i ZLb Zv‡K Pvwn`v e‡j|
• ‡fv³vi cÖ‡qvRb Ges Afv‡e mš‘wó weavb Ki‡Z cv‡i Ggb mKj welq‡KB cY¨ e‡j|
• `„k¨gvb cY¨mg~n‡K `ªe¨ ejv nq|
• A`„k¨gvb cY¨ mg~n‡K †mev ejv nq|
• ‡Kvb cY¨ e¨envi †h myweav Ges Zvi wewbg‡q †h A_© GB `y'‡qi cv_©K¨‡K f¨vjy e‡j|
• ‡µZvi cÖvwßi mv‡_ Zvi cÖZ¨vkvi Zzjbv K‡i †h Avb›` ev ˆbiv‡k¨i m„wó nq Zv‡K mš‘wó ev Amš‘wó
e‡j|
• ‡µZvi †Kvb wKQyi Ac©‡bi gva¨‡g A‡b¨i KvQ †_‡K KvswLZ cY¨ jv‡fi Dcvq‡K wewbgq e‡j|
• `yB c‡¶i g‡a¨ g~j¨ m¤úwK©Z e¨emvq Kvh©µg‡K †jb‡`b e‡j|
• hvi gva¨‡g †µZv, cwi‡ekK, wWjvi, miKvi I Ab¨vb¨ c‡¶i g‡a¨ evRviRvZKvix †Rviv‡jv m¤úK©
m„wó K‡i Zv‡K m¤úK© wfwËK evRviRvZKiY e‡j|
• eZ©gvb I m¤¢ve¨ †µZvi mgwó hv‡`i †Kvb wbw`©ó cY¨ µ‡qi Avw_©K mg_© I B”Qv Av‡Q Zv‡K evRvi
e‡j|
• evRviRvZKi‡Yi AvIZvi mv‡_ m¤ú„³ welq¸‡jv n‡jv, cY¨, `ªe¨, †mev, AwfÁZv, B‡W›Um&, e¨w³,
¯’vb, e¨w³, m¤úwË, msMVb, Z_¨ I aviYv|

cv‡VvËi g~j¨vqb
‰be©¨w³K cÖkœ
mwVK Dˇi cv‡k wUK (
) wPý w`b-
1| evRviRvZKiY ej‡Z cY¨ I †mevi wK †evSvq?
K) wewbgq m¤úv`b cÖwµqv
L) m„wó I wewbg‡qi mvgvwRK I e¨e¯’vcKxq cÖwµqv
M) gvwjKvbv n¯Ívš&Íi cÖwµqv
N) m„wó I wewbg‡qi GKwU mvgvwRK cÖwµqv|
2| evRvi ej‡Z wK eySvq?
K) ¯’vb L) eZ©gvb †µZv
M) fwel¨Z †µZv N) eZ©gvb Ges fwel¨Z †µZv
3| ‡jb‡`b n‡”Q-
K) cwigv‡ci GKK L) n¯ÍvšÍ‡ii Dcvq
M) wewbg‡qi ev¯ÍeZv M) †KvbwUB bq|
4| cY¨ cÖvwßi mv‡_ †Kvb&wU N‡U-
K) cÖ‡qvRb L) Pvwn`v
M) Afve N) Dc‡ii me KqUv

5| cÖ‡qvRb wK‡mi mv‡_ m¤úwK©Z-

BDwbU GK c„ôv-7
weweGm †cÖvMÖvg

K) †eu‡P _vKvi mv‡_ L) Avivg Av‡q‡mi mv‡_

M) AwaK cY¨ MÖn‡Yi mv‡_ N) †KvbwUB bq|
6| Afve cÖfvweZ nq-
K) ms¯‹…wZ I e¨w³Z¡ Øviv L) cÖZ¨¶Y Øviv
M) A_© Øviv N) †KvbwUB bq|
7| ‡Kvb Dc‡hvMUv weµq Kvh©-m„wó K‡i?
K) iƒcMZ Dc‡hvM L) gvbMZ Dc‡hvM
M) ¯^Z¡MZ Dc‡hvM N) mgqMZ Dc‡hvM
8| cwienY Øviv †Kvb Dc‡hvM m„wó nq-
K) ¯’vbMZ L) iƒcMZ
M) mgqMZ N) ¯^Z¡MZ

BDwbU GK c„ôv-8
 evRviRvZKiY bxwZgvjv

evRviRvZKi‡Yi ¸iyZ¡ I Kvh©vewj

(Importance and Functions of Marketing)
D‡Ïk¨
GB cvV †k‡l Avcwb-

evRviRvZKi‡Yi ¸iyZ¡ eY©bv Ki‡Z cvi‡eb|

gvby‡li RxebhvÎvi gvb Dbœq‡b evRviRvZKiY wK fv‡e mvnvh¨ K‡i Zv eY©bv Ki‡Z
cvi‡eb|

cY¨ Drcv`‡bi c~‡e© Ges cY¨ weµ‡qi c‡i evRviRvZKi‡Yi †h ¸iyZ¡c~b© KvRmg~n
wPwýZ Ki‡Z cvi‡eb|

Drcv`‡bi ci evRviRvZKi‡bi †h mKj †gŠwjK Kvh©vewj i‡q‡Q Zv Rvb‡Z cvi‡eb|

mvgwMÖK evRviRvZKiY Kvh©cÖYvjx m¤ú‡K© aviYv jvf Ki‡Z cvi‡eb|
evRviRvZKi‡Yi ¸iyZ¡ (Importance of Marketing)
evRviRvZKiY †fv³v‡`i cÖ‡qvRb I mš‘wó weavb K‡i _v‡K| gvby‡li Rxe‡bi cÖvq mKj †¶‡ÎB
evRviRvZKiY RwoZ i‡q‡Q| we‡k¦i †h †Kvb A_©bxwZ‡Z Gi ¸iyZ¡ Acwiwmg| myó evRviRvZKiY
Kvh©µg Qvov †Kvb †Kv¤úvwbB evRv‡i cÖwZôv jvf Ki‡Z cvi‡ebv| Ab¨ w`‡K cj gRyi ej‡Qb
Marketing is the delivery of standard of living. mf¨Zvi Dbœq‡bi mv‡_ gvby‡li RxebhvÎvi gvb
Dbœqb n‡”Q| cY¨ cÖev‡n evavi m„wó n‡j †hUv mgMÖ A_©bxwZi Dci cÖfve we¯Ívi Ki‡e| †h †`‡k c‡Y¨i
cÖevn hZ †ewk †mB †`‡ki A_©‰bwZK Dbœqb nq `ªZ| wb‡¤œ A_©‰bwZK Dbœq‡b evRviRvZKi‡Yi f~wgKv
Av‡jvPbv Kiv n‡jvt
1| A_©‰bwZK AeKvVv‡gv m„wó (To Create economic structure): Drcvw`Z cY¨ myófv‡e †fv³v‡`i
wbKU †cŠuv‡bvi Rb¨ A_©‰bwZK AeKvVv‡gv cÖ‡qvRb| hvZvqvZ e¨e¯’vi Dbœqb, we`y¨r e¨e¯’vi Dbœqb,
†hvMv‡hvM, evwYwR¨K e¨e¯’vi Dbœqb BZ¨vw`i gva¨‡g A_©‰bwZK KvVv‡gv ˆZix nq| myó evRviRvZKiY
e¨e¯’vi gva¨‡g GB KvVv‡gv ˆZix n‡q _v‡K| ZvB A_©‰bwZK AeKvVv‡gv ˆZix‡Z evRviRvZKi‡Yi f~wgKv
Acwinvh©¨|
2| cÖ‡qvRbxq `ªe¨ Drcv`b (Necessary product Produce) : mgv‡Ri Rb¨ mKj cÖKvi cÖ‡qvRbxq
`ªe¨ Drcv`b Ges mieivn Kiv n‡”Q evRviRvZKiY cÖwµqvi gva¨‡g| mgv‡Ri cÖ‡qvR‡bi ZvwM‡`B
K…wl‡¶Î, eb, Lwb, grm BZ¨vw` †_‡K m¤ú` msMÖn K‡i cY¨ Drcv`b Kiv nq| cieZx©‡Z HmKj cY¨‡K
wewfbœ cÖKvi Kvh©vewji gva¨‡g †fv³v‡`i nv‡Z †cŠu‡Q w`‡q GK ¸iyZ¡c~Y© f~wgKv cvjb K‡i|
3| evRviRvZKiY I D™¢veb (Marketing and inventing) : evRviRvZKiY †Kej cY¨ mieivn K‡i
bv eis Zvi M‡elYv Kvh©µg w`‡q me©`v c‡Y¨i Dbœqb Ki‡Q| c~‡e©i mv`v Kv‡jv †Uwjwfk‡bi cwie‡Z©
iwOb †Uwjwfkb A_ev wi‡gvU Gi e¨envi cÖPjb K‡i‡Q| GB fv‡e cY¨ mieiv‡ni mv‡_ mv‡_ wKfv‡e
Zv‡`i Dbœqb Kiv hvq †mB KvRUv evRviRvZKiY Ki‡Q|
4| e„n`vqZb Drcv`b (Mass production): evRviRvZKiY mgv‡Ri cÖ‡qvRb Abyhvqx cY¨ mieivn
K‡i _v‡K| A‡bK mgq we‡`‡ki evRv‡i Pvwn`v _vK‡j †mLv‡bI cY¨ mieivn K‡i _v‡K| d‡j mbvZb
Drcv`b I Kvh©µ‡gi gva¨‡g †fv³v‡`i cY¨ wbwðZ Kiv m¤¢eci bq| weavq GB cÖwµqvi gva¨‡g
e„n`vqZb Drcv`b msMwVZ nq hvi d‡j †fv³v Ges mgvR Df‡qB DcK…Z nq|

BDwbU GK c„ôv-9
weweGm †cÖvMÖvg

5| cY¨ I †mevi Pvwn`v m„wó (To create demand for product and services) : gvby‡li cY¨ ev
†mev e¨env‡ii myß Pvwn`v _v‡K| Avevi gvbyl A‡bK mgq Zvi Pvwn`v‡K wPwýZ Ki‡Z cv‡i bv|
evRviRvZKiY gvby‡li GB myß Pvwn`v‡K RvMÖZ K‡i| Avevi weÁvcb gvby‡li Pvwn`v‡K wPwýZ Ki‡Z
mvnvh¨ K‡i| gvbyl‡K bZzb c‡Y¨i Z_¨ mieiv‡ni gva¨‡g evRviRvZKiY mgv‡R cY¨ I †mevi Pvwn`v
m„wó K‡i _v‡K|
6| Pvwn`v Ges †hvMv‡bi mgZv weavb (Equilibriam in demand and supply) : A_©bxwZi me‡P‡q
¸iyZ¡cyY© welq n‡jv Pvwn`v Ges †hvMv‡bi g‡a¨ mgš^q Kiv| AwZwi³ cY¨ Drcv`b †hgb jvfRbK bq
†Zgwb Kg cY¨ Drcv`‡b e¨vcK ¶wZ n‡Z cv‡i| †hLv‡b hZUzKz cY¨ `iKvi †mLv‡b †mB cwigvY cY¨
mieivn K‡i evRviRvZKiY Pvwn`v Ges †hvMv‡bi g‡a¨ mgš^q mvab Ki‡Q|
7| c‡Y¨i mylg eÈb (Proper distribution of product) : ‡`‡ki mKj ¯’v‡b GKwU cY¨ mgvb fv‡e
Drcbœ nq bv Ges †`‡ki mKj ¯’v‡b GKwU c‡Y¨i mgvb Pvwn`v _v‡K bv| Avevi c„w_exi wewfbœ †`‡k
GKwU c‡Y¨i wewfbœ ai‡bi Pvwn`v _vK‡Z cv‡i| evRviRvZKiY mwVK mg‡q mwVK cY¨wU mwVK ¯’v‡b
†cŠu‡Q w`‡q c‡Y¨i mylg eÈb wbwðZ K‡i|
8| evRviRvZKiY I A_©‰bwZK w¯’wZkxjZv (Marketing and economical stability) : ‡h †Kvb
†`‡ki A_©‰bwZK w¯’wZkxjZv cÖavbZ wbf©i K‡i †mB †`‡ki evRviRvZKiY e¨e¯’vi gva¨‡g| A_©bxwZ‡Z
†Kvb ai‡bi cY¨ cÖ‡qvRb, wK cwigvY cY¨ cÖ‡qvRb, Ges KLb cY¨wU cÖ‡qvRb GB welq¸‡jv wba©viY
K‡i evRviRvZKiY| GQvov cY¨ `ª‡e¨i mwVK g~j¨ wbqš¿Y K‡i evRviRvZKiY GKwU †`‡ki A_©‰bwZK
w¯’wZkxjZv eRv‡q iv‡L|
9| evRviRvZKiY I Kg©ms¯’vb (Marketing and employment) : evRviRvZKi‡bi GKwU ¸iyZ¡c~Y©
welq n‡jv Gi gva¨‡g cÖPzi Kg©ms¯’v‡bi m„wó n‡q _v‡K| Drcv`bKvixiv mivmwi †fv³v‡`i wbKU cY¨
†cŠQv‡Z cv‡i bv| ZvB cÖ‡qvRb nq wewfbœ cÖKvi ga¨¯—Kvievixi| Avevi e¨vsK, exgv, weÁvcb ms¯’v,
wgwWqv BZ¨vw` evRviRvZKi‡bi Awe‡”Q`¨ Ask| d‡j mvgwMÖK evRviRvZKiY m¤cÖmvi‡Yi mv‡_ mv‡_
e¨cK Kg©ms¯’v‡bi my‡hvM m„wó n‡q _v‡K|
10| evRviRvZKiY I evwYwR¨K cwi‡ek (Marketing and commercial environment) :
evwYwR¨K cwi‡ek cy‡ivcywi wbf©i K‡i evRviRvZKi‡Yi Dci| Drcv`‡Ki Drcvw`Z cY¨
evRviRvZKi‡bi gva¨‡g weµq Kiv nq| cY¨ AwewµZ _vK‡j evwYwR¨K cwi‡ek G‡jv‡g‡jv n‡q †hZ
Ges A‡bK e¨emv‡qi Aw¯—Z¡ wecbœ n‡Zv| GQvov e›UbKvix‡`i g‡a¨ mgš^q mvab I cÖwZ‡hvwM‡`i
wbqš¿‡Yi gva¨‡g evRviRvZKiY myô evwYwR¨K cwi‡ek eRvq ivL‡Q|
11| evRviRvZKiY I mvgvwRK Kj¨vY (Marketing and social weffare) : evRviRvZKiY Zvi
wewfbœ cÖKvi Kvh©µ‡gi gva¨‡g mgv‡Ri Kj¨vY mvab Ki‡Q| mgv‡R cÖ‡qvRbxq cY¨ mieivn wewfbœ
mgvwRK Kvh©µ‡g mwµq fv‡e AskMÖnY †`‡ki wewfbœ Riyix Ae¯’v †gvKv‡ejv BZ¨vw`i gva¨‡g mvgvwRK
Kj¨vY mvab Ki‡Q| GQvov wewfbœ cÖKvi aviYv cÖPv‡ii gva¨‡g gvby‡li MYm‡PZbv m„wó Ki‡Q|
12| RxebhvÎvi gv‡bvbœqb (Improve standard of living) : gvby‡li Rxebavi‡bi Rb¨ †gŠwjK
Pvwn`v mg~n c~iY Ki‡Q gv‡K©wUs| †h †`‡k gvby‡li Pvwn`v¸‡jv hZ‡ekx cwigv‡Y DbœZgv‡bi cY¨ I †mev
Øviv c~iY Kiv n‡e †mB †`‡ki RbM‡Yi RxebhvÎvi gvb ZZ †ekx DbœZ n‡e| evRviRvZKiY cÖwZwbqZ
bZzb bZzb cY¨ Ges DbœZ gv‡bi cY¨ Ges Pvwn`v Abyhvqx cY¨ mieivn K‡i gvby‡li RxebhvÎvi gvb
e„wׇZ mnvqZv Ki‡Q|

BDwbU GK c„ôv-10
 evRviRvZKiY bxwZgvjv

evRviRvZKiY Kvh©vewj (Functions of Marketing)

mvaviY fv‡e evRviRvZKiY Kvh©vewj ej‡Z Drcv`‡Ki wbKU †_‡K `ªe¨ mvgMÖx †fv³vi wbKU †cŠu‡Q
†`qv‡K eySvq| evRviRvZKiY Kvh©vewji cÖavb j¶¨ n‡jv e¨envi Dc‡hvMx cY¨ e¨enviKvixi wbKU
†cŠu‡Q †`qv| Avm‡j Gi Av‡M Ges c‡iI evRviRvZKi‡Yi wKQy KvR i‡q‡Q| G cÖm‡½ Events &
Berman e‡jb, Basic marketing functions range from envronmental analysis to
marketing management. evRviRvZKi‡Yi Kvh©vewjmg~n wb‡æ Av‡jvPbv Kiv n‡jvt

1| Drcv`b c~e© Kvh©vewj (Functions before production) : cY¨ eÈb KvR Avi¤¢ Kivi c~‡e©
evRviRvZKiY c×wZ‡Z wKQy KvR Ki‡Z nq| GB KvR¸‡jv‡K Drcv`b c~e© evRviRvZKiY Kvh©vewj ejv
nq| GB Kvh©vewji ¸iyZ¡cyY© welqmg~n n‡jv-
K) evRviRvZKiY cwi‡ek we‡k- lY (Marketing environment analysis) : evRviRvZKi‡Yi
wKQy wbqš¿Y‡hvM¨ Ges wKQy Awbqš¿Y‡hvM¨ Dcv`vb i‡q‡Q| evRviRvZKiY Zvi e¨w÷K Ges mgwóK
cwi‡ek Øviv cÖfvweZ n‡q _v‡K| G‡`i cÖv_wgKfv‡e ch©v‡jvPbv Kiv evRviRvZKi‡Yi GKwU
Ab¨Zg cÖavb KvR|
L) ‡fv³v we‡kølY (Consumer analysis): ‡fv³v‡`i bvbvwea welq †hgb †fv³vi ˆewkó¨, evRvi
wefw³KiY, Uv‡M©U †µZv, evRvi we‡kølY, evRvi Ae¯’vb BZ¨vw` welq †fv³v we‡køl‡Yi AšÍf~©³|
cY¨ evRviRvZKi‡Yi c~‡e© GB mKj we‡kølY cÖ‡qvRb Ab¨_vq evRv‡i mdjZv jvf Kiv hvq bv|
M) A_©ms¯’vb (Financing): evRviRvZKiY Kvh©vewj m¤úv`‡bi Rb¨ A_© ms¯’vb cÖ‡qvRb| Drcv`b
†_‡K ïiy K‡i †fv³vi wbKU cY¨ †cŠQv‡bvi Rb¨ cÖPzi A‡_©i cÖ‡qvRb nq| †hgb: gRyix, †eZb,
fvov, exgv, Ges Ki cÖ`vb BZ¨vw` Kvh©vewj A_©ms¯’vb e¨ZxZ m¤úv`b m¤¢e bq| ZvB A_©ms¯’vbI
GKwU ¸iyZ¡c~Y© KvR|
N) cY¨ cwiKíbv (Product planning): c‡Y¨i Dci mgMÖ evRviRvZKi‡Yi mv_©KZv wbf©i K‡i| wK
cY¨, Kv‡`i Rb¨, wK cwigvb BZ¨vw` cY¨ cwiKíbvi g~j welq| ZvB GB¸wji h_vh_ we‡kølY
cÖ‡qvRb Ges †mB fv‡e cY¨ cwiKíbv cÖbqb Ki‡Z n‡e|
O) µq (Purchasing) : µq evRviRvZKi‡Yi Ab¨Zg cÖavb KvR| cÖ‡qvR‡bi Dci wfwË K‡i µh
KvR m¤úvw`Z nq| ZvB µ‡qi c~‡e© cÖwZôv‡bi e¨e¯’vcK‡K c‡Y¨i Pvwn`v Ges mwVK mieiv‡ni
Drm wbe©vPb Ki‡Z nq| µq Kv‡h© cÖavb we‡eP¨ welq n‡jv, †µZviv wK Pvq, KZ cwigvb Pvq Ges
†Kvb mg‡qi g‡a¨ Pvq?
P) evRviRvZKiY cwiKíbv (Marketing planning): evRviRvZKiY D‡Ïk¨ AR©‡bi Rb¨
evRviRvZKiY wbe©vnx‡K evRviRvZKiY †cÖvMÖvgmg~n‡K mgš^q Ki‡Z nq| cY¨, g~j¨ eÈb Ges
cÖmv‡ii g‡a¨ mgš^q Ki‡Z n‡e| weÁvc‡bi mv‡_ eȇbi A_ev c‡Y¨i g~‡j¨i mv‡_ c‡Y¨i ¸bMZ
gv‡bi mgš^q Ki‡Z n‡e| G¸‡jv mwVK fv‡e Ki‡Z bv cvi‡j evRviRvZKiY D‡Ïk¨ AR©b A‡bKUv
`yiƒn n‡q co‡e|
2| Drcv`b cieZx© Kvh©vewj (Functions after production)
cY¨ Drcv`‡bi ci evRviRvZKi‡Yi ¸iyZ¡c~Y© KvRmg~n Aviv¤¢ nq| GB KvR¸‡jvi h_vh_ fv‡e m¤úv`b
Ki‡Z bv cvi‡j †Kvb cÖwZôvb evRv‡i Zvi Ae¯’vb a‡i ivL‡Z cvi‡e bv| GB ¯Í‡ii ¸iyZ¡cyY© KvR¸‡jv
n‡jvt
K) gvb wba©viY (Standardization) : GKwU cY¨ `ª‡e¨i †gŠwjK ¸Yvejxi wfwˇZ web¨¯— Kivi
cÖwµqv‡K gvb wba©viY e‡j| Avjyi wPcm& ˆZix Kivi Rb¨ wZb ai‡bi Avjyi gvb wba©viY Kiv hvq|
†hgb †QvU Avjy, eo Avjy Ges ga¨g Avjy| †QvU, eo Ges ga¨g n‡jv wZbwU gvb|
BDwbU GK c„ôv-11
weweGm †cÖvMÖvg

L) ‡MÖwWs (Grading): c‡Y¨i gvb Abyhvqx cybivq wefvRb K‡i cY¨‡K mvRv‡bv‡K †MÖwWs A_ev
†kªYxe×KiY e‡j| gvb wba©viY Kiv hvq wewfbœ wfwˇZ †hgb is, MÜ, NbZ¡, MVb, ¯^v` BZ¨vw`|
†MÖwWs Gi mgq GB ¸wj‡K wfwË K‡iB KvR Ki‡Z nq|
M) cwienY (Transportation): eÈb msµvš— Kvh©vewji g‡a¨ cwienY Ab¨Zg| cwienY c‡Y¨i
¯’vbMZ Dc‡hvM m„wó K‡i| Avm‡j cwienY c‡Y¨i Drcv`b ¯’vb Ges †fv‡Mi ¯’v‡bi g‡a¨ †mZzeÜb
wnmv‡e KvR K‡i| cwienY e¨e¯’vi DbœwZi d‡j Drcv`‡b we‡klvqb, kªgwefvRb I e„n`vqZb
Drcv`b m¤¢e n‡q‡Q|
N) ¸`vgRvZKiY (Warehousing): ¸`vgRvZKi‡Yi gva¨‡g cY¨ `ª‡e¨i mgqMZ Dc‡hvM m„wó Kiv
nq| Pvwn`v I †hvMv‡bi mv‡_ Ges GK †gŠmy‡gi cY¨ Ab¨ †gŠmy‡g †fvM Kivi †¶‡Î ¸`vgRvZKiY
mnvqZv K‡i _v‡K| Drcv`b Ges †fv‡Mi ga¨eZx© cY¨ msi¶‡Y ¸`vgRvZKiY ¸iyZ¡c~Y© f~wgKv
cvjb K‡i _v‡K|
O) eªvwÛs (Branding): c‡Y¨i bvgKiY Kiv, bvg‡K RbwcÖq Kiv I bv‡gi cÖmvi NUv‡bv‡K eªvwÛs e‡j|
c‡Y¨i Rb¨ me‡P‡q ¸iyZ¡c~Y© n‡jv eÖvwÛs| hw` eªvwÛs‡K RbwcÖq K‡i †Zvjv hvq Z‡e GKwU cÖwZôvb
AwZ mn‡RB cÖwZôv jvf Ki‡Z cv‡i|
P) c¨v‡KwRs (Packaging): cY¨ mgvMÖx mn‡R enY‡hvM¨ Ges AvKl©bxq Kivi Rb¨ †gvoKxKiY cÖ‡qvRb
nq| Gi c‡i c‡Y¨i ¸bMZ gvb evRv‡i ivLv hvq Ges Pvwn`v e„w× cvq| c‡Y¨i gvb wba©viY Ges
†kªYxKi‡Yi mv‡_ †gvoKxKiY RwoZ| cY¨ n¯ÍvšÍ‡ii mgq †gvoKxKiY we‡kl f~wgKv iv‡L|
Q) g~j¨ wba©viY I cwieZ©b (Determining price and change) : evRviRvZKi‡Yi Ab¨Z¡g ¸iyZ¡c~Y©
welq n‡jv g~j¨ wba©viY| †µZv‡`i µq ¶gZv Ges cÖwZôv‡bi Kvw•LZ gybvdv AR©b‡K GKB mv‡_
mgš^q Kiv evRviRvZKiY wbe©vnxi Rb¨ LyeB Kómva¨ e¨vcvi n‡q `uvovq| cÖwZ‡hvwM‡`i gv‡S
Ae¯’vb K‡i †mB fv‡e g~j¨ wba©viY Ges cwieZ©b Ki‡Z nq|
R) evRviRvZKiY cÖmvi (Marketing promotion): c‡Y¨i msev` †fv³v‡`i wbKU h_v mg‡q
†cŠQv‡Z n‡e| GB Rb¨ evRviRvZKiY e¨e¯’vcbvq bvbvwea †KŠkj i‡q‡Q| weÁvcb, weµwqKZv,
weµq cÖmvi, cvewjwmwU, mivmwi evRviRvZKiY A_ev B›Uvi‡b‡Ui gva¨‡g cY¨ Z_¨ †fv³v‡`i
wbKU †cŠuQv‡bv hvq| mwVK weÁvb GKwU cÖwZôvb‡K mdjZv G‡b w`‡Z cv‡i|
S) eÈb cÖYvjx wbe©vPb (Selecting distribution channel) : Drcv`bKvixi wbKU †_‡K cY¨ wKfv‡e
†fv³v‡`i nv‡Z †cŠuQv‡e Zv wb‡q evRviRvZKiY wbe©vnx‡K wPšÍvfvebv Ki‡Z nh| GLv‡b cÖYvjx
wbe©vPb, ga¨¯ÍKvievix, mieivnKvix BZ¨vw` wel‡qi wm×všÍ LyeB ¸iyZ¡c~Y©| e›UbKvwi‡`i
mn‡hvwMZvi Dci evRviRvZKi‡Yi mdjZv A‡bKvs‡k wbf©ikxj|
T) SuywK MÖnY (Risk taking): evRviRvZKi‡Y wewfbœ ai‡bi AwbðqZv i‡q‡Q Ges †m¸wj †_‡K SuywKi
m„wó n‡q _v‡K| mgqMZ, ¯’vbMZ, g~j¨ n«vm-e„w×, AvBbMZ BZ¨vw` SuywKi m„wó Ki‡Z cv‡i|
evRviRvZKiY GB mKi SuywKi †gvKv‡ejv K‡i _v‡K| cY¨ Drcv`b †_‡K †fv³v mš‘wó ch©š—
hZcÖKvi SuywK i‡q‡Q evRviRvZKiY Zv enb K‡i|
P) weµq (Selling): evRviRvZKi‡Yi me©v‡c¶v ¸iyZ¡c~Y© KvR n‡jv weµq| weµ‡qi cwigv‡bi Dci
cÖwZôv‡bi gybvdv wbf©i K‡i| d‡j weµ‡qi gva¨‡g cY¨ ¯^Z¡ n¯ÍvšÍi Ki‡jB P‡j bv †mB mv‡_ cY¨
cwiKíbvi Dbœqb, Pvwn`v m„wó, †µZv m„wó, weµ‡qi kZ©vejx wba©viY BZ¨vw` Kvh©vewj m¤úv`‡bi
cÖ‡qvRb nq|

BDwbU GK c„ôv-12
 evRviRvZKiY bxwZgvjv

3| weµ‡qi cieZx© Kvh©vewj (Function after sale)

cY¨ weµq Ki‡jB evRviRvZKi‡Yi KvR mgvß nq bv| cY¨ weµ‡qi ciI evRviRvZKi‡Yi A‡bK KvR
_v‡K| weµq cieZx© Kvh©vewjmg~n wb‡æ Av‡jvPbv Kiv n‡jv|
K) weµ‡qvË †mev (After sell services): c‡Y¨i aiY Abyhvqx weµ‡qvËi †mev †`Iqv cÖ‡qvRb| †h
c‡Y¨i Rb¨ M¨vivw›U I Iqv‡iw›U i‡q‡Q Zv mgqgZ cwi‡kva Kiv, cY¨ †cŠu‡Q †`qv, A_ev mgq gZ
†givgZ Kiv BZ¨vw` KvR¸‡jv mgqgZ Kiv evRviRvZKi‡Yi Kv‡Ri AvIZvf~³|
L) †fv³vi mš‘wó cwigvc (Measuring customer satisfaction): cY¨ m¤ú‡K© †fv³v‡`i gZvgZ Kx
†mUv Rvbv cÖ‡qvRb| KviY †fv³v‡`i a‡i ivLvi Rb¨ Zv‡`i Pvwn`v, Zv‡`i Awf‡hvM Ges cY¨
m¤ú‡K© Zv‡`i gZvgZ‡K g~j¨vqY Ki‡Z n‡e Ges †mB fv‡e evRviRvZKiY †cÖvMÖvgmg~n cwieZ©b
A_ev mgš^q Ki‡Z n‡e|
M) bZzb cY¨ Dbœqb (New product development): cY¨ Drcv`‡bi ci evRvi cÖwZ‡hvwMZvi K_v
wPšÍv Ki‡Z nq| bZzb cY¨ Adv‡ii gva¨‡g cÖwZ‡hvMxiv evRvi `Lj Ki‡Z cv‡i| ZvB c‡Y¨i bZzb
e¨envi, c‡Y¨i Dbœqb Ges cY¨ e¨env‡i †µZv‡`i D™¢y× Kiv evRviRvZKi‡Yi GKwU ¸iyZ¡c~Y© KvR|
N) evRviRvZKiY wbqš¿Y (Marketing control) : cwiKíbv Abyhvqx evRviRvZKi‡Yi mKj welq
m¤úvw`Z n‡”Q wKbv †mUv ch©‡e¶Y Kiv `iKvi| cwiKíbv Abyhvqx AwZwi³ Drcv`b Ges weµq
†hgb wVK bq †Zgwb Kg Drcv`b Ges weµq hZv_© bq| cÖ‡qvRb n‡jv Kvg¨ Drcv`b Ges weµq|
Avi †mB Kvi‡Y evRviKvZKiY wbqš¿‡Yi gva¨‡g evRviRvZKi‡Yi †cÖvMÖvgmg~n Kvg¨ Ae¯’vq ivLv
hvq|
cvV-ms‡¶c
• AwaK cY¨ Drcv`‡bi Gi gva¨‡g evRviRvZKiY e„n`vqZb Drcv`‡b mvnvh¨ Ki‡Q|
• evRviRvZKiY me©`v evRv‡ii bZzb bZzb cY¨ mieivn Ki‡Q Ges cY¨ Dbœq‡b e¨¯Í _vK‡Q|
• mgv‡R †fv³v‡`i Pvwn`v, iywP, Avq Abyhvqx cY¨ `ªe¨ mieivn Ki‡Q|
• evRviRvZKvixiv Pvwn`v I †hvMv‡bi g‡a¨ mgš^q mvab K‡i A_©bxwZ‡Z w¯’wZkxjZv wb‡q Avm‡Q|
• e¨emv‡qi †¶‡Î †h mKj SuywKi m„wó nq evRviRvZKi‡Yi gva¨‡g †mB SzuwK ¸wj n«vm Kiv m¤¢eci
nq|
• `¶ evRviRvZKi‡Yi gva¨‡g we‡`‡ki evRv‡i e¨vcK Pvwn`vi m„wó nq Ges Avš&&ÍR©vwZK evwY‡R¨i
cÖmvi N‡U|
• †fv³v‡`i Pvwn`v Abyhvqx hLb, †hLv‡b †hfv‡e †fv³viv cY¨wU †c‡Z Pvq †mBfv‡e cY¨wU eȇbi
e¨e¯’v Kiv nq|
• †h †`‡ki evRviRvZKiY e¨e¯’v hZ †ewk `¶ n‡e †mB †`‡ki A_©‰bwZK DbœqZbI ZZ‡ewk
Z¡ivwš^Z n‡e|
• evRviRvZKiY mv¤cÖmvi‡Yi mv‡_ mv‡_ bZzb bZzb Kg©‡¶Î ˆZix nq hv e¨cK Kg©ms¯’v‡bi m„wó K‡i
_v‡K| evRviRvZKiY gvby‡li cÖ‡qvRbxq mKj welq mieivn K‡i Zv‡`i RxebhvÎvi gvb Dbœqb
Ki‡Q|
• Drcv`‡bi c~‡e© evRviRvZKi‡Y cwi‡ek, †fv³v, cY¨ we‡kølY Ki‡Z nq|
• A_©-ms¯’vb, µq Ges cwiKíbv cY¨ Drcv`‡bi c~‡e©B evRviRvZKi‡Yi GB KvR¸wj m¤úv`b Ki‡Z
nq|
• gvb wba©viY, †kªwbe×KiY, ¸`vgRvZKiY, eªvwÛs, c¨v‡KwRs †j‡ejKiY, g~j¨ wba©viY, cÖmvi, SuywK
MÖnY, weµq evRviRvZKi‡Yi †gŠwjK KvR|
• cY¨ weµ‡qi ci evRviRvZKi‡Yi wKQy Kh©vewj i‡q‡Q †hgbt weµ‡qvËi †mev, †fv³vi mš‘wó
cwigvc, bZzb cY¨ Dbœqb I evRviRvZKiY wbqš¿Y|

BDwbU GK c„ôv-13
weweGm †cÖvMÖvg

cv‡VvËi g~j¨vqb
‰be©¨w³K cÖkœ
mwVK DËiwU‡Z wUK (
) wPý w`b-
1| ‡Kvb&wU weµ‡qi KvR bq-
K) †µZv AbymÜvb L) g~j¨ w¯’iKiY
M) weµq kZ©vejx wba©viY N) c‡Y¨i gvb wba©viY
2| evRviRvZKi‡Yi Drcv`b c~e© KvR †Kvb&wU?
K) †fv³ we‡kølY L) gvb wba©viY
M) ¸`vgRvZKiY N) eªvwÛs
3| evRviRvZKi‡bi Drcv`‡bi cieZx© KvR †Kvb&wU?
K) cwiKíbv L) cwieniY
M) µq N) cY¨ cwiKíbv
4| ‡Kvb&wU weµ‡qi cieZx© evRviRvZKiY KvR bq?
K) †fv³vi mš‘wó cwigvc L) bZzb cY¨ Dbœqb
M) evRviRvZKiY wbqš¿Y N) c„_KxKiY
5| evRviRvZKi‡Yi gva¨‡g †Kvb& Dc‡hvM m„wó nq bv?
K) fvegywZ©MZ L) ¯’vbMZ
M) Kg©MZ N) Z_¨MZ
6| ÒevRviRvZKiY RxebhvÎvi gvb Dbœqb K‡iÓ Kvi Dw³?
K) cj gRyi L wcUvi AvBfvb
M) wdwjc KUjvi M) DBwjqvg ÷vbUb
7| evRviRvZKi‡Yi Kvh©vewj Aviv¤¢ nq-
K) Drcv`‡bi c~‡e© †_‡K L) Drcv`‡bi c‡i
M) weµ‡qi c‡i N) Dc‡ii 3wU ¯Íi †_‡K|

BDwbU GK c„ôv-14
 evRviRvZKiY bxwZgvjv

evRviRvZKiY e¨e¯’vcbvi `k©bmg~n

(Marketing Management Philosophies)
D‡Ïk¨
GB cvV †k‡l Avcwb-

evRviRvZKi‡Yi gZev`mg~n Kx Zv ej‡Z cvi‡eb

wewfbœ cÖKvi evRviRvZKiY gZev` m¤ú‡K© Rvb‡Z I we‡kølY Ki‡Z cvi‡eb|

cÖ‡Z¨K cÖKvi evRviRvZKiY gZev` e¨vL¨v Ki‡Z cvi‡eb|

evsjv‡`‡k eZ©gv‡b evRviRvZKiY gZev‡`i Ae¯’v wbY©q Ki‡Z cvi‡eb|

wewfbœ cÖKvi evRviRvZKiY gZev`mg~‡ni Zzjbvg~jK we‡kølY Ki‡Z cvi‡eb|

evRviRvZKiY e¨e¯’vcbvi `k©bmg~n (Marketing Management Philosophies)

evRviRvZKiY gZev` n‡jv GKwU e¨emvwqK `k©b| GB `k©b GKwU cÖwZôvwbK wPšÍvaviv, GKwU †gŠwjK
Kvievi `k©b hv hy‡M hy‡M cwieZ©bkxj| 1960 Gi `k‡K evRviRvZKi‡Yi †h `k©b wQj eZ©gv‡b
evRviRvZKiY `k©b m¤ú~Y© cwieZ©b n‡q ‡M‡Q| wewfbœ cÖwZôv‡Yi wewfbœ ai‡Yi `k©b _vK‡Z cv‡i|
evRviRvZKiY Kvh©µg m¤úv`b Kivi †¶‡Î †h `k©b, wbqgbxwZ, myÎ ev ZZ¡ AbymiY Kiv nq Zv‡K H
cÖwZôv‡bi evRviRvZKiY `k©b e‡j| cÖwZôvb¸‡jv evRviRvZKiY Kvh©ewj cwiPvjbvi c_ wb‡`©kbv
wn‡m‡e wb‡gœv³ gZev‡`i †h †Kvb GKwU Abymib Ki‡Z cv‡i|
1| Drcv`b gZev` (The production concept)t Drcv`b gZev` evRviRvZKi‡Yi me‡P‡q cyivZb
gZev`| 1860 mvj †_‡K 1920 mvj ch©š— AwaKvsk cÖwZôvb GB gZev` AbykiY KiZ| GB gZev‡`i
g~j K_v n‡jv †µZviv Ggb me cY¨ cQ›` Ges µq Ki‡e hvi †hvMb ch©vß Ges hv ‡µZvi
µq¶gZvaxb| mvavišÍ †h A_©bxwZ‡Z Pvwn`vi Zzjbvq †hvMvb A‡bK Kg hv‡K †mLv‡b GB gZev`
cÖ‡hvR¨| GLv‡b a‡i †bqv nq evRv‡i ‡µZviv cY¨wU µq Kivi Rb¨ cÖ¯‘Z i‡q‡Q| ZvB e¨e¯’vcbvi KvR
n‡”Q Drcv`‡bi cÖwZ bRi †`Iqv Ges `¶ eÈb e¨e¯’v wbwðZ Kiv| GLv‡b c‡Y¨i g~j¨ †fv³v ev †µZvi
µq ¶gZvi g‡a¨ ivLv| mvavišÍ †mev`vbKvix cÖwZôvbmg~n GB gZev` Abymib K‡i _v‡K| GB gZev‡`i
cÖavY Amyweav n‡jv GLv‡b †fv³vi mš‘wói welqwU D‡c¶v Kiv nq Ges c‡Y¨i ¸bMZ gv‡bi cÖwZ †Zgb
`„wó †`qv nq bv| Ab¨w`‡K GB gZev` c~Y© cÖwZ‡hvwMZvg~jK evRv‡i Kvh©Ki bq|
2| cY¨ gZev` (The product concept)t cY¨ gZev`wUI †µZv‡`i cwiPvwjZ Kivi Av‡iKwU
Ab¨Zg gZev` Ges we‡µZv‡`i‡K wb‡`©kbv `vbKvix GKwU cyivZb aviYv| GB gZev‡` g‡b Kiv nq †h,
†fv³viv H mKj cY¨‡K cQ›` Ki‡e †h¸‡jvi ¸bMZgvb DbœZ, Kvh©Ki I we‡kl ˆewkó¨ m¤úbœ| cY¨
gZev` Abyhvqx cY¨ hw` fvjfv‡e ˆZix Kiv nq Z‡e †µZviv Aek¨B †mB cY¨ µq Ki‡e| GB †¶‡Î
e¨e¯’vcK c‡Y¨i µgvMZfv‡e c‡Y¨i gvb Dbœq‡bi w`‡K `„wó w`‡q _v‡K| †µZv‡`i cÖ‡qvRb Abyhvqx cY¨
Drcv`‡bi cwie‡Z© c‡Y¨i wewfbœ ˆewk‡ó¨i cÖwZ AwaK ¸iyZ¡ †`qv nq| †µZv‡`i wbKU cY¨wU AvK©lbxq
Kivi Rb¨ c‡Y¨i wWRvBb, †gvoK, eÈb BZ¨vw`i g‡a¨ mgš^q Kiv nq| †i÷z‡i›U, dvódzW, †nv‡Uj,
wK¬wbK, Kzwiqvi mvwf©m, cwienb BZ¨vw`i ‡¶‡Î GB gZev` AZ¨šÍ Kvh©Kix nq| d‡j evRviRvZKix‡`i
`vwqZ¡ n‡”Q c‡Y¨i µgvMZ gvb Dbœqb Kiv| GLv‡b †fv³v‡`i Pvwn`v, `„wó, cQ›` Lye GKUv we‡ePbv Kiv
nq bv| GB gZev`wU c~Y© cÖwZ‡hvwMZvg~jK evRv‡i Kvh©Ki nq bv| GLv‡b g‡b Kiv nq fvj cY¨ gv‡b
†µZviv µq Ki‡e| GB aviYvwU me©`v MÖnY‡hvM¨ bq|

BDwbU GK c„ôv-15
weweGm †cÖvMÖvg

3| weµq gZev` (The selling concept)t 1920 †_‡K 1950 mvj ch©šÍ mgqKvj‡K weµq gZev‡`i
Kvj ejv n‡q _v‡K| GB gZev‡`i g~j K_v n‡jv AwaK weµ‡qi gva¨‡g AwaK jvf Kiv| cY¨ weµq
e„w×i j‡¶ †µZv‡K cÖ‡ivwPZ K‡i ev AY¨ †h ‡Kvb c×wZ Aej¤^b K‡i cY¨ weµq Kiv| AwaK weµ‡qi
gva¨‡g AwaK gybvdv AR©b GB D‡`‡k¨ wb‡q cY¨ evRviRvZ Kiv nq| GB gZev‡` a‡i †bqv nq cÖwZôvb
e¨vcK gvÎvq weµq I cÖ‡gvk‡bi †Póv MÖnY bv Ki‡j †fv³viv cY¨ µq Ki‡e bv| welqwU wb‡gœi wPÎ
gva¨‡g †`Lv‡bv n‡jvt
cÖviw¤¢K ¸i“Z¡v‡ivc Dcvq djvdj
we›`y
KviLvbv eZ©gvb cY¨ weµq I weµq e„w×i gva¨‡g
cÖ‡gvkb gybvdv AR©b

weµq gZev`

wPÎ t weµq gZev`

Source: Philip Kotler, Marketing Management, 11th Edition, Prentice Hall of India, 2004, P-20

mvaviYZ Ajw¶Z c‡Y¨i evRviRvZKi‡Y GB gZev‡`i cÖ‡qvM †`Lv hvq| Agybvdv‡fvM cÖwZôvb¸‡jv GB
gZev` AbymiY K‡i _v‡K| ivR‰bwZK `j¸‡jv Zv‡`i cÖv_©x‡`i MÖnY‡hvM¨Zv e„w×i Rb¨ GB gZev‡`i
Avkªq wb‡q _v‡K| GB gZev‡` †fv³vi mš‘wói w`KwU we‡ePbv Kiv nq bv| GB gZev` `xN©‡gqv‡` †Kvb
g‡ZB Kvh©Kix nq bv Z‡e ¯^í †gqv‡` wKQyUv f~wgKv ivL‡Z mnvqZv K‡i| e¨e¯’vcKMb GB gZev`
Abyhvqx e¨vcK cÖmvig~jK Kvh©µg MÖnY K‡i _v‡K Ges `¶ I AfxÁ weµq evwnbx M‡o †Zv‡j|
4) evRviRvZKiY gZev` (The marketings concept)
1950 mv‡ji w`‡K GB gZev‡`i D™¢e N‡U| GLv‡b †µZv‡`i me‡P‡q †ewk ¸iyZ¡cÖ`vb Kiv nq| GB
gZev‡`i cÖavb †køvMvb n‡jv Concumer is the king A_©vr †µZvB ivRv| GB gZev‡`i g~j K_v n‡jv
†fv³v‡`i cÖ‡qvRb Ges Pvwn`v Ly‡R †ei Kiv Ges †mB Abyhvqx cY¨ mieivn Kiv| GLv‡b cÖwZ‡hvMx‡`i
Zzjbvq AwaKZi Kvh©Ki fv‡e cY¨ mieivnK…Z Kiv nq Ges †fv³v mš‘wói gva¨‡g cÖwZôv‡bi j¶ AR©b
Kiv nq| evRviRvZKiY gZev` 4 wU m~‡Îi Dci cÖwZwôZ| wb‡gœ wP‡Îi evRviRvZKiY gZev‡`i
wfwËmg~n Dc¯’vcb Kiv n‡jv|
Aviv¤¢ ¸i“Z¡v‡ivc Dcvq djvd j
AZxó ‡µ Zvi mgwš^Z †µ Zvi mš‘wói gva¨‡g
evRvi cÖ‡ qvRb evRviRvZKiY gyb vd v AR©b

wPÎ t evRviRvZKiY gZev`

Source: Philip Kotler, Marketing Management, 11th Edition, Prentice Hall of India, 2004, P-20

K) Afxó evRvi (Target market) t GKwU †Kv¤úvwbi c‡¶ evRv‡ii mKj †µZv‡`i Rb¨ cY¨
Drcv`b Kiv m¤¢eci bq| cY¨wUi AvmKj †µZv Kviv, Zv‡`i msL¨v KZ, Zviv †Kv_vq Ae¯’vb
Ki‡Q BZ¨vw` welq¸wj ‡`L‡Z nq| Bs‡iwR ˆ`wbK cwÎKvi MÖvnK mvaviY fv‡e †`‡ki mKj wkw¶Z
gvbyl‡K ejv †h‡Z cv‡i| wKš‘ GUv wVK bq| mvaviš— GKRvZxq we‡kl †kªYxi gvbyl GB cwÎKvi
cvVK| ZvB †mB †kªYx‡K cÖ_‡g Uv‡M©U Ki‡Z n‡e|
L) †µZvi cÖ‡qvRb (Customer needs) t †h Uv‡M©U evRvi wVK Kiv n‡jv †mB evRv‡ii cÖ‡qvRb,
Afve, Pvwn`v, wPwýZ Ki‡Z n‡e Ges †mB Abyhvqx cY¨ cwiKíbv, g~j¨ I cÖmvig~jK Kvh©µg
BZ¨vw` MÖnY Kiv| GLv‡b †fv³v‡`i cQ‡›`i I AvMÖ‡ni welqwU me‡P‡q ¸iyZ¡ †c‡q _v‡K| c‡Y¨i
†µZviv hw` mvaviY cY¨ Kg g~j¨ †c‡Z Pvq Z‡e Zv‡`i‡K Kg g~‡j¨i cY¨ mieivn Ki‡Z n‡e|

BDwbU GK c„ôv-16
 evRviRvZKiY bxwZgvjv

M) mgwš^Z evRviRvZKiY (Integrated marketing) t evRviRvZKiY †h †gŠwjK welq¸‡jv i‡q‡Q

Zv‡`i g‡a¨ mgš^q mvab| mvavišÍ evRviRvZKiY wgkª‡Yi g‡a¨ mgš^q Kiv n‡jv mgwš^Z
evRviRvZKi‡Yi cÖavb KvR| c‡Y¨i mv‡_ †hb g~j¨, eÈb Ges cÖPv‡ii cvi¯úwiK mgš^q _v‡K|
weÁvc‡b ejv n‡jv GK ai‡Yi K_v wKš‘ Gi mv‡_ g~j¨ ev eȇbi wgj bvB| ZvB evRviRvZKiY
wgkª‡Yi Dcv`bmg~‡ni g‡a¨ myô mgš^q Ki‡Z n‡e|
N) †µZvi mš‘wó Ges gybvdv (Customer satisfaction & profit) t eZ©gvb Ges fwel¨Z †µZv‡K
mš‘wó ivLvi DciB cÖwZôv‡bi ¯’vwqZ¡ I mdjZv wbf©ikxj| †fv³viv ZvB evRvi ‡_‡K µwUgy³ cY¨
†c‡Z Pvq| Ab¨w`‡K mewKQ~i Dc‡i cÖwZôvb‡K wU‡K _vK‡Z n‡j gybvdv AR©b Ki‡Z n‡e| ZvB
GLv‡b †Póv Kiv nh †fv³v‡`i mš‘wó weav‡bi gva¨‡g gybvdv AR©b Kiv|
ZvB evRviRvZKiY e¨e¯’vcKMb GB gZev‡`i AvIZvq †fv³v Afxó evRvi wPwýZ K‡i Zv‡`i cÖ‡qvRb
I Pvwn`vi cÖK…wZ wbY©q K‡i Ges mgwš^Z evRviRvZKi‡Yi I †fv³v mš‘wói gva¨‡g gybvdv AR©b K‡i|
GLv‡b `yBwU welq j¶¨bxq, cÖZgZ, †fv³v‡`i Pvwn`v cwigvc Kiv LyeB KóKi Ges GKRb †µZv‡K
mš‘wó Kivi †Kvb mxgv‡iLv †bB Ab¨w`‡K GB gZev‡` mvgvwRK `vwq‡Z¡i welqwU D‡cw¶Z n‡q‡Q|
5| mvgvwRK `„wóf½x m¤úbœ evRviRvZKiY gZev` (The Societal marketing concept) t D‡jøwLZ
gZev` mg~‡n `yBwU cY¨ wb‡q Av‡jvPbv Kiv n‡q‡Q †µZv I we‡µZv| GB gZev‡` mgv‡Ri cÖwZ
evRviRvZKi‡Yi `vq-`vwq‡Z¡i K_v cÖ_gev‡ii gZ D‡jøL Kiv nq| mgv‡Ri RbM‡Yi `xN©‡gqvw` Kj¨vY
I ¯^v‡_©i cÖwZ j¶¨ †i‡L †fv³v‡`i mš‘wó AR©‡bi Rb¨ evRviRvZKiY Kvh©µg cwiPvjbv‡K GLv‡b
mgv‡Ri Rb¨ AcÖ‡qvRbxq I ¶wZKi aviYv ev Af¨vmmg~n eR©b Kiv nq| 1970 mv‡ji ci †_‡K GB
gZev‡`i m~Pbv nh| wb‡gœ wP‡Îi mvnvh¨ welqwUi e¨vL¨v cÖ`vb Kiv n‡jvt
mgvR
gvbe Kj¨¨vY

mvgvwRK
`„wóf½x m¤úbœ
evRviRvZKiY
gZev`
‡fv³v ‡Kv¤úvwb (gybvdv)
Afv‡ei mš‘wó
wPÎ t mvgvwRK `„wóf½x m¤úbœ evRviRvZKiY gZev`
Source: P. Kotler & G. Armstrong, Principles of Marketing Prentice Hell of India, 2001. P-11

GB gZev‡` cÖavbZ wZbwU welq we‡ePbv Kiv nq, †hgb †Kv¤úvwbi gybvdv, †fv³vi mš‘wó Ges RbM‡bi
¯^v_© msi¶Y| †fv³v I mgv‡Ri mv‡_ mym¤úK© ¯’vcb K‡i wbwe©‡Nœ evRviRvZKiY Kg©KvÛ m¤úv`‡bi
D‡`‡k¨ eZ©gv‡b AwaKvsk e¨emvqx I Ae¨emvqx cÖwZôvb¸‡jv G gZev` AbymiY K‡i P‡j‡Q| A‡bK
†Kv¤úvwb wewfbœ cÖKvi mvgvwRK Kg©Kv‡Û AskMÖnY Ki‡Q| cwi‡ekMZ mgm¨v, A_©‰bwZK mgm¨v,
mvgvwRK mgm¨v BZ¨vw` `yi Kivi Rb¨ †Kv¤úvwb¸‡jv ¸iyZ¡c~Y© f~wgKv ivL‡Q|
6| nwjw÷K evRviRvZKiY gZev` (The holistic marketing) t eZ©gv‡b evRviRvZKi‡Yi cwi‡ek
RwUj cÖwZ‡hvwMZv gyjK cwi‡ek Øviv †ewóZ| GKwesk kZvwã‡Z evRviiRvZKiY‡K A‡bK welq bR‡i
ivL‡Z n‡”Q| | mvgwMÖK gZev`mg~‡ni mgš^‡q GKai‡Yi bZzb gZev` cÖwZwóZ n‡q‡Q| GB gZev`‡K
ejv n‡”Q nwjw÷K gZev`| ci¯úi wbf©ikxjZv Ges cÖmviZv we‡ePbvq evRviRvZKiY Kg©m~wP, c×wZ I

BDwbU GK c„ôv-17
weweGm †cÖvMÖvg

Kvh©vejxi Dbœqb, bKkvKiY Ges ev¯Íevq‡bi cÖwZ ¸iyZ¡ Av‡ivc K‡i myôy gZev` n‡”Q nwjw÷K
evRiRvZKiY gZev`| wb‡gœi wP‡Î GB gZev`wU †`Lv‡bv n‡jv|
evRviRvZKiY wmwbqi Ab¨vb¨
wefvM e¨e¯’vcbv wefvM
‡hvMv‡hvM cY¨ I †mev mg~n
P¨v‡bj
evRviRvZKiY
mgwš^Z evRviRvZKiY

nwjw÷K
evRviRvZKiY

mvgvwRK `vwqZ¡kxj m¤úK© wfwËK

evRviRvZKiY evRviRvZKiY

‰bwZK cwi‡ek AvBbMZ KwgDwbwU MÖvnK

wPÎ t nwjw÷K evRviRvZKiY
Source: Phili P Kotler & Keller, Marketing Management 12th edition,P-18
GB gZev‡` 4wU wel‡qi we‡kl ¸iyZ¡ cÖ`vb Kiv nq|
K) m¤úK© wfwËK evRviRvZKiY (Relationship marketing) t evRviRvZKiY Kvh©µ‡gi mv‡_
A‡bK c¶ mv‡_ `xN© †gqvw` m¤úK© eRvq ivL‡Z nq hv‡Z evRviRvZKi‡Y D‡Ï‡k¨ h_vh_fv‡e
nvwmj Kiv hvq|
L) mgwš^Z evRviRvZKiY (Integrated marketing)t evRviRvZKiY †cÖvMÖvgmg~n‡K Ggb fv‡e
mgš^q Ki‡Z n‡e hv‡Z †fv³vi mš‘wó e„w× Kiv hvq|
M) Af¨š—ixb evRviRvZKiY (Internal marketing) t cÖwZóv‡bi Af¨šÍ‡i †h mKj Kg©xMb KvR
K‡i Zv‡`i mvnvh¨ mn‡hvwMZv I `¶Zv Qvov DbœZ cY¨ I †mev mieivn Kiv m¤¢e bq| ZvB
Af¨šÍixb evRviRvZKi‡Yi Dbœq‡bi w`‡K ¸iyZ¡ cÖ`vb Ki‡Z n‡e|
N) mvgvwRK `vwqZ¡kxj evRviRvZKiY (Socially responsible marketing)t GB gZev` Abyhvqx
evRviRvZKiY †cÖvMÖvg cÖbq‡bi mgq ˆbwZK, AvBbMZ, mvgvwRK, cwi‡ekMZ †cÖ¶vcU we‡ePbvi
cÖwZ we‡kl ¸iyZ¡ †`qv nq|

evsjv‡`‡k evRviRvZKiY gZev‡`i cÖ‡qvM

(Application of marketing concept in Bangladesh)
evsjv‡`‡ki e¨emv evwb‡R¨i HwZn¨ i‡q‡Q AwZ cyivZb Kvj †_‡KB| GLv‡b mbvZb c×wZi e¨emv
evwbR¨ cÖPwjZ i‡q‡Q| AvaywbK we‡k¦i mv‡_ Zvj w`‡q Avgv‡`i e¨emv Kvh©µg Pj‡Qbv|
evRviRvZKi‡Yi AvaywbK gZev`mg~n GLv‡bv Avgv‡`i e¨emv‡q Abycw¯’Z i‡q‡Q| Avgv‡`i †`‡k GL‡bv
†Kvb †Kvb cÖwZôvb weµq gZev` AbymiY K‡i evRviRvZKiY Kvh©µg Pvwj‡q hv‡”Q| evsjv‡`‡k
AwaKvsk Drcv`bKvix cÖwZôv‡bi m`m¨‡`i evRviRvZKiY gZev` m¤ú‡K© aviYv bvB ej‡jB P‡j|
Avgv‡`i †`‡k evRviRvZKiY `k©b wnmv‡e evRviRvZKiY gZev` cwic~Y© fv‡e cÖ‡qv‡Mi †¶‡Î †ek wKQy
AšÍivq i‡q‡Q|

BDwbU GK c„ôv-18
 evRviRvZKiY bxwZgvjv

wb‡gœ wKQy ¸iyZ¡c~Y© Kvi‡Yi K_v D‡jøL Kiv hvq t

1| evsjv‡`‡ki †µZv ev †fv³v‡`i gv_vwcQy Av‡qi cwigvb A‡bK Kg| hviv G‡`‡k D”Pch©v‡q
Kg©iZ i‡h‡Q Zv‡`i Avq we‡ePbvq evRviRvZ KvVv‡gv †mB fv‡e M‡o †Zvjv m¤¢eci nqwb|
2| GLv‡b †`kxq †h mKj cÖwZôvb Drcv`b Kv‡R wb‡qvwRZ Zv‡`i Drcv`b cÖvq †¶‡ÎB mxgve×
AvIZvq nq| eo wkí cÖwZôv‡bi Afv‡ei Rb¨ myôz evRviRvZKiY e¨e¯’v M‡o D‡Vwb|
3| `¶ evRviRvZKiY e¨e¯’v M‡o DVvi Rb¨ cÖ_g c~Y© kZ© n‡jv wkw¶Z Ges m‡PZb Rbkw³|
Avgv‡`i †`‡k AwaKvsk RbMb Awkw¶Z Ges cY¨ µq weµq wel‡q m‡PZb bq|
4| ‡fv³v‡`i Pvwn`v Abyhvqx cY¨ mieivn Ges cY¨ Dbœq‡bi Rb¨ evRvi M‡elYv cÖ‡qvRb| Avgv‡`i
†`‡k cÖvq cÖwZôvbB evRvi M‡elYv †_‡K `y‡i _vK‡Q|
5| evRviRvZKiY gZev` cÖwZóvi Rb¨ `iKvi kw³kvjx A_©‰bwZK KvVv‡gv| Avgv‡`i †hvMv‡hvM,
cwienb, ¸`vgRvZKiY BZ¨vw` mbvZb Ges µwUc~Y©|
6| GLv‡b †h wKQy cÖwZôvb `¶ evRviRvZKiY Kivi †Póv Ki‡Q A‡bK mgq Zv‡`i M„nxZ g~j¨,
weÁvcb, eÈb e¨e¯’v Øviv †µZviv Av¯Ív nvwi‡q †dj‡Q|
7| evRviRvZKiY gZev`mg~n Abyki‡Yi Rb¨ †h mKj cÖv_wgK mv‡c©vU `iKvi †mB¸wji Afve
i‡q‡Q| †hgb `¶ wbev©nx, we‡µZv I Drcv`KM‡bi gvbwmKZv, †`kxq AvBb BZ¨vw` Gi AbyKz‡j
_vK‡Q bv|
8| Avgv‡`i †`‡ki e¨emvqxMb evRviRvZKiY c×wZmg~n h_vq_ fv‡e AbymiY K‡i bv| cÖvq †¶‡Î
Zviv AcwiKwíZ Kg©m~wP MÖnY Ki‡Q|
9| evsjv‡`‡ki e¨emvqxiv †fv³v‡`i cÖwZ ¸iyZ¡ cÖ`vb bv K‡i gybvdv AR©‡bi cÖwZ†ewk ¸iyZ¡cÖ`vb K‡i
_v‡K| d‡j evRviRvZKiY gZev‡`i Aegvbbv n‡q _v‡K|
10| ‡µZv wbev©P‡bi ‡¶‡Î cÖvq mgq Abygv‡bi Dci wfwËK‡iB wmÜvšÍ †bqv nq| m¤¢e¨ †µZvi e¨vcv‡i
Zviv †ek D`vwmb| †mB Kvi‡Y evRviRvZKiY Kv‡h© bvbv ai‡Yi RwUjZv †`Lv hvq|
D‡jøwLZ Av‡jvPbv †_‡K evsjv‡`‡k evRviRvZKib gZev` cÖwZwóZ bv nIqvi wKQy KviY †`Lv hvq| ZvB
evsjv‡`‡k evRviRvZKiY gZev` cÖ‡qv‡Mi †¶‡Î KwZcq c`‡¶c †bqv †h‡Z cv‡i hv wb‡gœ Av‡jvPbv
Kiv n‡jv|
1| evevRievnKiY gZev` cÖ‡qv‡Mi Rb¨ me©cÖ_g †fv³v‡`i cÖwZ g‡bv‡hvM w`‡Z n‡e| †fv³v
we‡kølY, Zv‡`i Pvwn`v Ges Avkv AvKvsLvi cÖwZ me©vwaK ¸iyZ¡ cÖ`vb Ki‡Z n‡e|
2| ‡fv³v‡`i Ges mgv‡Ri w`‡K `„wó cÖ`vb Ki‡Z n‡e Ges †mB we‡ePbvq gybvdv AR©b Ki‡Z n‡e|
my‡hvM _vKvB AgyjK gvbvdv AR©b cwinvi Ki‡Z n‡e|
3| evRviRvZKi‡Yi †h mKj †gŠwjK Kvh©vewj i‡q‡Q †m¸‡jvi myôz ev¯Íevqb I e¨envi Ki‡Z n‡e|
evRvi M‡elYv, c~e©vbygvb, cY¨ cwiKíbv, g~j¨ wbaviY, eÈb cÖYvjx, cÖmvi Kvh©µg BZ¨vw`
welqmg~n c×wZMZ fv‡e nIqv cÖ‡qvRb|
4| evRviRvZKiY †cÖvMÖvgmg~‡ni g‡a¨ myôz mgš^q cÖ‡qvRb| myôz †hvMv‡hv‡Mi Afv‡e †µZv Ges
evRviRvZKiY ‡cÖvMÖv‡gi g‡a¨ mgš^‡qi µzwU i‡q hvq| weÁvcb, g~j¨, eȇbi mv‡_ c‡Y¨i h_vq_
mgš^q nIqv cÖ‡qvRb|
5| evsjv‡`‡ki evRviRvZKi‡Y ˆbwZKZvi welqwU fxlY fv‡e D‡cw¶Z n‡”Q| GLb cÖ‡qvRb c‡Y¨i
gvb, ¸b, Drcv`‡bi DcKiY, cwigvb, cY¨ ‡gqv` BZ¨vw` welqmg~‡ni cÖwZ hZœevb nIqv|

BDwbU GK c„ôv-19
weweGm †cÖvMÖvg

6| evsjv‡`‡k †fv³v‡`i ¯^v_© Pigfv‡e D‡cw¶Z n‡”Q| ZvB GLv‡b evRviRvZKiY gZev` cÖwZôv
jvf Ki‡Q bv| †fv³v ¯^v_© msi¶‡Yi welqwU AZ¨šÍ ¸iy‡Z¡i mv‡_ we‡ePbv Ki‡Z n‡e| mwµq
Ki‡Z n‡e evsjv‡`k KbRygvi G¨v‡kvwm‡qkb‡K|
7| evRviRvZKiY KvVv‡gv M‡o Zzj‡Z n‡e| cwienb, ¸`vgRvZKiY, A_©ms¯’vb, exgv, †kqvi evRvi,
M‡elYv I Dbœqb BZ¨vw` KvR¸‡jv evsjv‡`‡k myô fv‡e m¤úv`b nq bv| GB¸wji cÖwZ †Rvi w`‡Z
n‡e|
8| evsjv‡`k miKvi Ges Ab¨vb¨ ms¯’v¸‡jvi evRviRvZKiY Dbœq‡bi e¨vcv‡i cÖvq †¶‡Î †bwZevPK
`„wóf½x †`Lv hvq| evRviRvZKiY Dbœq‡bi Rb¨ wewfbœ cÖKvi AvBb Kvbyb I bxwZgvjv cÖbqb Ges
ev¯Íevqb Kiv cÖ‡qvRb|
9| GQvovI Avgv‡`i †`‡k mbvZb c×wZ‡Z µq weµq Kvh© m¤úvw`Z nh| eZ©gv‡b gvbyl‡K m‡PZb
Kivi Rb¨ Ges wb‡R‡`i AwaKvi Rvbvi Rb¨ cÖPviYvg~jK e¨e¯’v MÖnY Ki‡Z n‡e| Ab¨w`‡K
Drcv`K Ges e¨emvqx gn‡ji mbvZb wPšÍvfvebv †Q‡o m„wókxj g‡bvfve wb‡q AvaywbK
evRviRvZKi‡Yi w`‡K GwM‡q Avm‡Z n‡e|

cvV-ms‡¶c
• evRviRvZKiY Kvh©µg m¤úv`b Kivi †¶‡Î †h bxwZ, m~Î, ev ZË¡ AbymiY Kiv nq Zv‡K H
cÖwZôv‡bi evRviRvZKiY gZev` ejv nq|
• Drcv`K hv Drcv`b Ki‡e †fv³viv Zv µq Ki‡e GB aviYv n‡jv Drcv`b gZev`|
• cY¨ gZev‡` ejv nq fvj cY¨ Drcvb Ki‡j †µZviv cY¨ µq ev e¨envi Ki‡e|
• cY¨ weµq e„w×i gva¨‡g AwaK gybvdv AR©b Ki‡Z n‡e, GB aviYv n‡jv weµq gZev‡`i|
• ‡fv³vi mš‘wói gva¨‡g gybvdv AR©b n‡jv evRviRvZKiY gZev‡`i Av‡jvP¨ welq|
• ‡fv³vi mš‘wó Ges mvgvwRK Kj¨vY we‡ePbv K‡i evRviRvZKi‡Y cÖavb `k©b|
• wewfbœ c‡¶i g‡a¨ `xN©‡gqv`x m¤úK© i¶v K‡i evRviRvZKi‡Y AskMÖnY n‡jv nwjw÷K
evRviRvZKiY gZev`|
• weµq gZev‡` weµ‡qi Dci me‡P‡q †ewk ¸iyZ¡ †`qv nq|
• GKRvZxq †µZv‡`i wPwýZ K‡i †mB evRv‡ii Rb¨ evRviRvZKiY Kg©m~wP nv‡Z †bqv Ges
†fv³v‡`i Pvwn`v, iywP, Afve we‡ePbv Kiv †fv³v‡K‡›`ªK evRviRvZKiY|
• cY¨, g~j¨, cÖPvi I g~‡j¨i g‡a¨ mgš^q mvab K‡i evRviRvZKiY cÖwµqvq AskMÖnY †K mgwš^Z
evRviRvZKiY e‡j|
• weµq gZev‡`i †fv³v‡`i mš‘wói K_v wPšÍv Kiv nh bv Ges weµ‡qi Rb¨ evowZ Pvc †`Iqv nh|
• ‡fv³vB ivRvÓ n‡jv evRviRvZKiY gZev‡`i cÖavb welq|

BDwbU GK c„ôv-20
 evRviRvZKiY bxwZgvjv

cv‡VvËi g~j¨vqb
‰be©¨w³K cÖkœ
mwVK DËiwU‡Z wUK (√) wPý w`b-
1| †fv³vB ivRv- †Kvb gZev‡`i †køvMvb
K) evRviRvZKiY L) weµq gZev`
M) Drcv`b gZev` N) nwjw÷K gZev`
2| ‡fv³vi mš‘wói gva¨‡g gybvdv AR©b †Kvb gZev‡`i K_v
K) weµq L) cY¨
M) evRviRvZKiY N) Drcv`b gZev`
3| evRviRvZKiY gZev`¸‡jv n‡jv
K) Rxeb `k©b L) e¨emvwqK `k©b
M) Drcv`b `k©b N) weÁvb `k©b
4| mgwš^Z evRviRvZKi‡Yi g~j K_v n‡jv
K) evRviRvZKiY `k©bM‡jvi mgš^q L) evRviRvZKiY †cÖvMÖvgmg~‡ni mgš^q
M) evRviRvZKiY kw³mg~‡ni mgš^q N) evRviRvZKiY m¤ú` mg~‡ni mgš^q
5| Drcv`b gZev` KLb cÖ‡hvM¨
K) Pvwn`v I †hvMvb mgvb L) Pvwn`v ‡ewk, †hvMvb Kg
M) Pvwn`v Kg, †hvMvb †ewk N) ‡KvbwUB bq
6| evsjv‡`‡k evRviRvZKiY gZev‡`i AšÍivq n‡jv
K) ‡µZvi Avq Kg L) ‡µZv‡`i m‡PZbvi Afve
M) e¨emvqx‡`i g‡bvfve N) D‡jøwLZ me¸‡jv|

ms‡¶wcZ cÖkœejx
1| evRviRvZKiY ej‡Z Kx eySvq?
2| Afve, cÖ‡qvRb I Pvwn`vi g‡a¨ cv_©K¨ wbY©q Kiyb|
3| evRvi, wewbgq Ges †jb‡`‡bi msÁv cÖ`vb Kiyb |
4| f¨vjy I †fv³vi mš‘wói g‡a¨ cv_©K¨ wbY©q Kiyb|
5| evRviRvZKi‡Yi AvIZv mg~n ms‡¶‡c eY©bv Kiyb|
6| evRviRvZKiY I Drcv`‡bi g‡a¨ †gŠwjK Kx cv_©K¨ Av‡Q|
7| evRviRvZKiY I weµ‡qi g‡a¨ cv_©K¨ wbiyc~Y© Kiyb|
8| evRviRvZKi‡Yi wZbwU A_©‰bwZK ¸iyZ¡ wjLyb|
9| evRviRvZKi‡Yi wZbwU mvgvwRK ¸iyZ¡ wPwýZ Kiyb|
10| Drcv`‡bi ci evRviRvZKiY Kvh©vewjmg~n wK?
11| Drcv`‡bi ci evRviRvZKi‡Yi Kvh©vewjmg~n wPwýZ Kiyb|
12| weµ‡hi cieZ©x evRviRvZKi‡Yi wK wK ¸iyZ¡c~Y© KvR m¤úv`b K‡i _v‡K- e¨vL¨v Kiyb|
13| evRviRvZKiY e¨e¯’vcbv ej‡Z Kx eySvq?
14| evRviRvZKiY e¨e¯’vcbv n‡”Q Pvwn`vi e¨e¯’vcbv- e¨vL¨v Kiyb|
15| evRviRvZKiY e¨e¯’vcbvi 5wU ¸iyZ¡c~Y© Kvh©vewj eY©bv Kiyb|
16| evRviRvZKi‡Yi Drcv`b gZev` Ges cY¨ gZev` Kx?
17| weµq gZev` Ges evRviRvZKiY gZev‡`i g‡a¨ cv_©K¨ wbY©q Kiyb|
18| nwjw÷K gZev‡`i welqe¯‘ e¨vL¨v Kiyb|

BDwbU GK c„ôv-21
weweGm †cÖvMÖvg

iPbvg~jK cÖkœvejx
1| evRviRvZKiY ej‡Z Kx eySvq? evRviRvZKi‡Yi †gŠwiK aviYvmg~n we‡kølY Kiyb|
2| evRviRvZKi‡Yi AvIZvi mxgv‡iLv wPwýZ Kiyb| Drcv`b, weµq Ges evRviRvZKi‡Yi g‡a¨
cv_©K¨ wbY©q Kiyb|
3| evRviRvZKi‡Yi ¸iyZ¡ Av‡jvPbv Kiyb| evRviRvZKi‡Yi Kvh©vewjmg~n eY©bv Kiyb|
4| evRviRvZKiY e¨e¯’vcbv Kx? e¨e¯’vcKMY wKfv‡e Pvwn`vi e¨e¯’vcbv K‡i _v‡Kb|
evRviRvZKiY e¨e¯’vcK‡`i cÖavb KvR¸‡jvi weeiY w`b|
5| evRviRvZKiY gZev` Kx? wewfbœ cÖKvi evRviRvZKiY gZev‡`i Zzjbvg~jK Av‡jvPbv Kiyb|
6| evsjv`‡‡k evRviRvZKiY gZev‡`i cÖ‡qvM wb‡q Av‡jvPbv Kiyb|

DËigvjv
cv‡VvËi g~j¨vqb t1 1. L, 2. L, 3. K, 4. L, 5. K. 6. K, 7.M

cv‡VvËi g~j¨vqb t2 1. L, 2. K. 3. L, 4.L, 5.M, 6. K

cv‡VvËi g~j¨vqb t3 1. K, 2. M, 3. L, 4. L, 5. L, 6. N

BDwbU GK c„ôv-22