Fromination: semesien fina semesten: fall-J019 Progam: 8.8.4 Student 1D! 190102053 Yous: £4 semesseo19"4 Course Tele: Ppinciples of ounse no: OBA 4.24 Marketing Tale of exom: 22/40]20 Sanaluce: Tak Scanned with CamScanner190102083 BBA 124 Tes Ans 40 the @/N: 2la) Produet relens to anwthing Shot aan be olened 4o a market Jor Adention, acquisition , Us2 of consumption thot might satiety a wom or need. Phodvets are a Key element i) the. Overall maka olfenira. mankerng min Planning bealns with bulding ao odfering that bnicas salue to Jonse+ Qusjomers. Reasons dop the dailuwe of NeW Producers: @ re new Produet OP Senvi~e does not dt withthe auslomens mpenceptions OF*hE Cone Capabilities oy ye @ustomen- Page no -| Scanned with CamScanner190102083 BPA \% oe @ he Prodvetr 35 gold to a AHerent touyer jp the austomern than the aumrent groduer line. @ lock of adequate promotion. @ Failune to understand QS Qonsumer needs amd voants. @ Teracting 4ne vorong mares. @ weak team and imerna Copalcilities. Page no-2 ee ~~ Scanned with CamScanner120102053 BBA 124 a Ang +o the Q/N+ 9p) A monke| fg a se oS potential Owed AQatno} buyers and marketers who oan some value to donsumer. The Process by which Aompanies Qweate value Jo® Gustomers and doutld Strong austomer welationshiPs in ordele to dapure. value trom auslomees in YoCen. Customen valve ard dodtistaction: OTere is a vOy Caresul balance Jyod O mankelern must donstanty +r» 40 tind: @the Jatislacton of the Ausiomers 15 Veually base on +he -lollowing AanaePt: Soislaction = Reality - ExPeciations. Page no-3 Scanned with CamScanner19002053 BBA 124 TAK @Mowkesers mus} balance belween Seving high expectations and reasonable. expectations 4o deélivero 4he Woheet Possible Qusiomen value. Marketing management wants to desian strategies that will build. Proditakje yelationghips with +4angey Aon sumeps. Markehng Jvanagement doncep} OTe Production aonaepts The idea that aonsumens pf} tovoe Products +yat awe avotlable and highly Aordable, +tnenedowe the opganizotion should 4oons on IMProving Production aNd clishpitoudioy C+Hiclenary, Scanned with CamScannerIQ0]02053 BBA 124 Ta @Preduey conaepe: The jcleas thet aonsumens will Jovoe Produets tat oe +ne most Qvalrty, Perowmanee and features, tnerelowe ne onganization Shou devote its energy 40 Maing dontinovs Product improvemens. @deliing GonaepH : The_ idea wat Consumers Will hot buy enovgh of the ims Prodvey unless +he firm undertakes a jarge- Alale Bling —Promotion CHort. @ ManKeting concept: Achieving onganizational Qoals depends on working knowing 4ne_neay aod. worls OF danger markets and FRCL. No-w Scanned with CamScanner190102033 BRA 124 nag delivening -Jhe desire Zotigtachiod beHern Ivan aompe Hors do. @soaietal_Marolketina concept! Tre idea Hur a Aon Pans mannetica decisions shoud aonsideo Aonsumen worls, the Companys pequivements, Gonsumens long-run interests apd Soriely’s jong-1eun) jorteresis. Disiniaation entails maring a Produar cwotlalale Jom purchase by digperesiod 4 4hrovgh the mpwker. J} involves -prangPomacions, Packaging and delivers. fageno-c Scanned with CamScanner190)020 53 BBA \24 To Starting Poous means Ends Point The seliop " ae » aonnep Leeiory Easting Sell Ppotits thnowh\ ie ont sales volume / — _ Promoting ) she Mamie | proves — Coxatemeo Tnfeanotel Pnobits thnavah \\ @omcept needs rarkdting ustomea Sasisfootion Me selling Coneept 4akes on inside Oc View 4yat Soauses on existing produae asrl heavy gelling. me se monkeling GoncePt Joves an ouside ~ inn aw Hat Joouses on Zotiedving Gustomen noels QS ArPath to PHedits. Poge. no~& F Scanned with CamScanner1202053 BBA 124 die fig 40 Ane @ynntta) Human reece Awe slaies of Jett depaivation they inaide basie Phnsical needs 4ow Sood, dlotning, wath and Zosety, Soaial needs for bdlongisa asel AHection and wedividual needs Jor Krowledae and Jel! OXPReOSSION . MavakKOt@1s didnot Greate these needs; they Awe a basie “pat oF human maveuP. Wants are the cfowom human needs jae og Ineo ane sraped by Qube aod individual Personality .n American needs Jood lue wants Janeeiee Gia Mac wars ome dhoPed by ones so0uety and awe desaribed in+enms of obseats Hot will Zolisly those needs, Poge no-1? Scanned with CamScanner190 102053 BBA 124 Tos Wont js essentially gout thee things: OTdentitying needs @ Communiaotiag Jatisdaction @ Satistying needs. Examples why do gome people wom a hidh- PRICgd VOWO OVER A JOw PRIA ford? Peocavee here most urgent need! js dow the godebo, thal is “secuntty of body o§ family of health! Poae no-99 LIV Te ‘Scanned with CamScannerfe BAG 190102053 BEA 194 Ans to tre @/ni ftp) A monyot is OQ Je of posentiol and aAdwal buyers ard marketers who offer some value +o aonsunen. Me PROWss by which aompanies Qpeate value. +o eustomens and tnild sieone Auslomen nelaton ships lo onde® +o Aaplure value yom ausjomers jn petuon. @DTrene is A vey Canedul odlaree that pp ankeien must Gonstams try 4o ind, @ me SoHsjaction Ob 4he_ cusiomep 15 usualy bosed on the dollowing Con CeP}. AQh s$adtion = Reaji}n ~ OxPealations, Page no-jo PLOT Scanned with CamScannerJ01o2o8? BBA 124 DWE — @mavwKeiens mus} balance between gelting igh expectation and peazonavla expectations fo delivers the highes+ “Possible cusiomer vate. Fpahange means The act 0} oblaining a desinect Obyeas Jom Zomeore bo offening Jometwing Reo, “pene are down types OF mankeling Gomponents Mancosios s “The. proces OF Colabonating with gupphers and Customers +0 apecie olferings +fnar nave. value. Scanned with CamScannerpojn208 BPA S04 Tos © communicating: Broadly, clesaribing hose OMonings, ag well AS Jearning room Qustomens: @Delivening: Ameatind Those offerings 4o jhe Qongsumew ina way that ophmize val\ue- @ Exchanaing: —Thading value for +vose Osferrngs. Lasioaly, a werailen ddiver value difjenenty -+han other wesailens bo the goods, ZORVICCS, Value ANd pelationsviPs: Page no-lt “Scanned with CamScannerpolo10%3 BBA )24 Ba Ans to +he @/n:3ta) Commernaidlizotion jmtoodueting the new Product into +he manket- s+ Wil 4ace high anets, A monketer must hae +o Aonsider \elowe launchinga new Prooduet. Determining whether an idea actually hos the Postertiat 4o hecome A uUsesul ProoduGt. @ DEIN ProduG's Potentioy Jange} Users. © GLANS A ousiness -Plan 4o momensize Produc. D contpanys launching a new Product mush first dead on introducing Xiong. Page No -13 ~~~ Scanned with CamScannerJanay" ‘4, pp Ve “Tot Ans to -\he_ans 2) Tes! Mapkelion: “Me Sloe of now. produrt clevelopmenm i which fro Proaclu} and is Proposed marketing progiem One 1ested im Pealistio marked Zetions. Test morlacling gives tv marpke-ler experience with mayweling A PRoduel loGlore going lo +he gneal oxpense OF dull ttroduetion i+ lets jhe. Goran fest +n© ep Rocha aid j45 enviee marketicg Program - Jorrgesioa ands Positioning irate, advertising dish bution pricing , prandira Onc Peaaging and budge} jevels: Poe No~\tr ee a a SR ree er eee Scanned with CamScannerJ90\ 02083 BBA 124 TH, se amount of Jest monketios needed varies With each new Product Test marketing aosts dan be hish, ord. + dake3 Hime trot may allow Competiiees 4o 9ain advantages: odueing “re. cost of developing and inte dhe Product ane bw Of when management is. crlpgocy condiclesrt Product, ne aloout +he new nm HO Company may do Site ° fest marketing: # Tp dae, test mankeriod by aongumer- goods Aipms ha yyEaRs: Gomponies marred simple competitors Sue line extensions 6 PR Page no-18 (a TE ik @ Scanned with CamScanner ~¢ een declining $y reecen} odien do not test £ eecsful = products,ja102082 PPA 24 ee Ans Jo the ON.) Make tins enmronment aon DO} the actos and Sonees outside mawketisg thot odtteet+ pnaysketin9 managements abilidy jo. ouild aed maintain 4uceesssul iaelodionshiP with -fangor austomeres- joxeketens Must he enyinonmentol Jmend raoKers and OpPorHunity seekens. AHhough every manoae? in an opoanizotion should wateh +he ovdsicle «enviroment matoketens have. two ge Special aplitudes. "Mey have clisotplsed —methods-~ mankering - peeeoch And. marketing inte ligenae tow Gdjecting —itormation about (POGe~lé Scanned with CamScanner190102082 BOA 124 Ws fre prankelioa envigonmert. They also spend mone ime by customer and apmpeliion envinonments: Ans +o the Q/N!4lb) ‘Manketing managements “Job ig to. build welotionships With aystomens lov Areating custome’ nolue ard sokizsacton. Mianoenvironment sRe_ octors Alyse +O the ComPoy Jat adtect 46 ability to Serve Hs avetomers jhe Company, Supphers, manketivg jniernedia wies , Customes mankers, Gompetiors and Publios. Page No-lF Scanned with CamScannerolor pap 124 Tons @The company: “Top management Sts +e Aompany’s mission, Ob 7eCtives , +peeact- locared = Shyeateaies ard Poliaies. “For yranagemenr Marketing managers mare dedisong within the boandére Strodeaies and plans made by 4op management @ Suppliers: Provide the YRSOUWCLS needed 6 the companys +O Produce 45 Q00ds ANd Services. Thee+ Apein Zuppiers 0s Paotnens in opposing awd delivering Customer value: @ maroketing “Teen meciianies : Help 4ne Compam Promote. Zell and disinibute 4 Proamas +o dino! buyers Page no 18 Scanned with CamScanner190102053 BBA 24 Te Qaompettonss Gain Strategie Aclvamog bo Mogiionisd -Jneln O¥erhng Stronslo Ogains: Compelors odfenings. OPucliass A pubko ig any hour tet has an aciual ow Polemial tient im Abi +0 dohiee Hs Obyediives @cugomens: _ “he aim os the eniine wae delivers nefwom ig to Sexve danger customer. Macho Envimonment: “The janger Soaelat dowee thal acdtete the miCroerminonment — dema- paphic, Geonome, Natueal, 4eehnological, portion and auttueat dopees. pagence -!9 "Scanned with CamScanner190\ch09? BOA 124 tos ODamosnaPhy « TVs tne Sluco OF human population in tenms of 4122, other Shatis ties - © Economic: t+ aongists OF Ceonosic Joaciors tad affect Consumer Punchasing Power. ONaturdal: Tn volves the Phinsical environment. @ehnolo gion] : Pramata doree now shaping one destioy. O Political: Gonsists OF fw. © cultural: ; ZoUetw's basi Values, Peraepibys (Page. Do~LO Scanned with CamScanner