HSC 2888 2022

Drcv`b eë¯’vcbv I wecYb
wØZxq cÎ (wecYb)
†Kvm© †KvW: HSC 2888
nvqvi †m‡KÛvwi mvwU©wd‡KU †cÖvMÖvg

Higher Secondary Certificate Program
(HSC Program)
evsjv‡`k Dš§y³ wek¦we`¨vjq

wØZxq cÎ (wecYb)
†Kvm© †KvW : HSC-2888
nvqvi †m‡KÛvwi mvwU©wd‡KU †cÖvMÖvg
(GBPGmwm †cÖvMÖvg)
iPbvq
W. Gg G gvbbvb
m¤úv`bvq
KvRx kviwgb cv‡gjv
mgš^qKvix
KvRx kviwgb cv‡gjv
wØZxq cÎ (wecYb)
†Kvm© †KvW: HSC-2888
GBPGmwm †cÖvMÖvg
cÖ_g cÖKvk : wW‡m¤î, 2018

cyb:gy`Yª : †g, 2019
cyb:gy`Yª : b‡f¤î, 2020
cÖ”Q`
KvRx mvBdzÏxb AveŸvm
Kfvi MÖvwdKm
Ave`yj gv‡jK
Kw¤úDUvi K‡¤úvR
†gvt wUcy myjZvb
©evsjv‡`k Dš§y³ wek¦we`¨vjq
ISBN 978-984-34-3186-8
cÖKvkbvq
cÖKvkbv, gy`Yª I weZiY wefvM
MvRxcyi-1705
gy`Yª
†gvjøv wcÖw›Us †cÖm GÛ cvewj‡KkÝ
gvZzqvBj, XvKv|
†Kvm©eB AbymiY Kivi wb‡`©kbv
†Kvm© cwiwPwZ (Course Overview)
†Kv‡m©i bvg: Drcv`b eë¯’vcbv I wecYb wØZxq cÎ (wecYb) †Kvm© †KvW: HSC-2888
RvZxq Rxe‡bi Dbœq‡b I MwZkxj RvwZ MV‡b wkÿvi weKí †bB| mywkwÿZ Rbkw³ Qvov `ªæZ cwieZ©bkxj we‡k¦i
P¨v‡jÄ †gvKv‡ejv K‡i †`k‡K Dbœqb I mg„w×i w`‡K wb‡q hvIqv Am¤¢e| D”P gva¨wgK wkÿvi Ab¨Zg jÿ¨ nj
wkÿv_©xi Aš©ÍwbwnZ †gav I m¤¢vebvi cwic~Y© weKv‡k mvnvh¨ Kiv I cÖv_wgK ¯Í‡ii AwR©Z wkÿvi †gŠwjK Ávb I
`ÿZv m¤cÖmvwiZ I mymsnZ Kivi gva¨‡g D”PZi wkÿvi †hvM¨ K‡i M‡o †Zvjv| RvZxq wkÿvbxwZ-2010 Gi
jÿ¨ I D‡Ïk¨‡K mvg‡b †i‡L evsjv‡`k Dš§y³ wek¦we`¨vjq D”P gva¨wgK ¯Í‡ii wkÿvµ‡g †`‡ki A_©‰bwZK,
mvgvwRK, mvs¯‹…wZK, cÖhyw³MZ DbœwZ, Kg©ms¯’v‡bi my‡hvM e„w×, mgKvjxb Pvwn`v I cwi‡ekMZ welq¸‡jv
we‡ePbvq wb‡q‡Q| eZ©gvb cÖwZ‡hvwMZvg~jK wek¦evRv‡i wU‡K _vKvi Rb¨ `ªæZ eëmvq-evwY†Rï m¤úªmviY n‡”Q|
‡µZvi Pvwn`vi cwieZ©b I µgvMZ e„w×i Kvi‡Y eëmv‡qi Drcv`b eë¯’vqI cwieZ©b Avbv AZ¨vek¨K n‡q
c‡o‡Q| †h‡Kv‡bv cÖwZôvb mvdj¨ AR©b I eëmv‡q wU‡K _vKvi Rb¨ me©wb¤œ e¨‡q †fv³v‡ì mš‘wó AR©b I
me©vwaK Drcv`‡bi j‡ÿ¨ Drcv`b eë¯’vcbvi cÖ‡qvRbxqZv Dcjwä K‡i| ZvB eëmvq wkÿvi wkÿv_©x‡ì Rb¨
Drcv`b eë¯’vcbv wel‡q ZvwË¡K Ávb I cÖv‡qvwMK Kjv‡KŠk‡ji ms‡M cwiwPZ nIqv GKvšÍ Avek¨K|
bZzb GB wkÿvµ‡gi Av‡jv‡K `~iwkÿY c×wZi wkÿv_x©‡ì K_v gv_vq †i‡L GBPGmwm †cÖvMÖv‡gi ¯^-wkLb
cvVmvgMÖx wn‡m‡e Drcv`b eë¯’vcbv I wecYb wØZxq cÎ (wecYb) eBwU iwPZ n‡q‡Q| `~iwkÿY c×wZi g~j
K_vB nj ¯^wbf©i cvV eë¯’vcbv| G c×wZi gva¨‡g wkÿv_x© wbR `vwq‡Z¡ wb‡Ri myweavg‡Zv mg‡q †kLvi Kv‡R
wb‡qvwRZ nb| cvVmvgMÖx Dc¯’vcbvi G c×wZ gWz¨jvi c×wZ bv‡g cwiwPZ| GwU GKBmv‡_ cvV¨cy¯K Í I wkÿ‡Ki
f‚wgKv cvjb K‡i| G‡Z wkÿv_©xiv wkÿ‡Ki mivmwi mnvqZv Qvov wb‡RB cov‡kvbv Ki‡Z cv‡ib| G Kvi‡YB
eBwUi welqe¯‘ hZ`~i m¤¢e wb‡R c‡o †evSvi Dc‡hvMx K‡i iPbv Kiv n‡q‡Q| eBwUi fveMZ HK¨ iÿv K‡i
cv‡Vi welqe¯‘‡K KZ¸‡jv BDwb‡U fvM Kiv n‡q‡Q| Avevi BDwbU¸‡jv‡K KZ¸‡jv cv‡V fvM Kiv n‡q‡Q| cÖwZ
BDwb‡Ui ïiæ‡Z f~wgKv †`qv n‡q‡Q| ¯^Zš¿ BDwbU¸‡jv co‡j wewkó †Kvb& w`K¸‡jv Rvbv hv‡e Zv BDwb‡Ui
D‡Ï‡k¨ ejv Av‡Q| BDwbUwU KZ mg‡q †kl Ki‡Z n‡e Zv BDwb‡Ui ïiæ‡Z D‡jøL Kiv Av‡Q Ges BDwb‡U
KZ¸‡jv cvV Av‡Q ZvI D‡jøL Kiv Av‡Q| Avevi, cÖwZwU cv‡Vi ïiæ‡Z H cv‡Vi wkLbdj/D‡Ïk¨ hy³ Kiv n‡q‡Q,
hv‡Z wkÿv_©x wkLbdj Abyhvqx Ávb AwR©Z n‡jv wK bv Zv hvPvB Ki‡Z cv‡ib| wkÿv_©x‡K cÖwZwU g~jcvV Aek¨B
ey‡S-ey‡S co‡Z n‡e Ges wewfbœ m~Î, cÖwZÁv BZ¨vw` fvjfv‡e Abyaveb Ki‡Z n‡e I D`vni‡Y †m¸‡jv wKfv‡e
cÖ‡qvM Kiv n‡q‡Q †m¸‡jv jÿ¨ Ki‡Z n‡e| cÖwZwU cv‡Vi †k‡l H cv‡Vi mvims‡ÿc †`qv Av‡Q| GQvov wkÿv_©xi
¯^-g~j¨vq‡bi D‡Ï‡k¨ cÖwZwU cv‡Vi †k‡l cv‡VvËi g~j¨vq‡b Ges BDwb‡Ui †k‡l P~ovšÍ g~j¨vq‡b eû wbe©vPwb cÖkœ I
cv‡VvËi g~j¨vqbmn m„Rbkxj cÖkœvewj †`qv n‡q‡Q|
Aa¨q‡bi †ÿ‡Î wkÿv_©x‡ì Rb¨ wb‡`©kbv
wkÿv_x©iv hv‡Z GB eB c‡o AwaKZi mydj jvf Ki‡Z cv‡ib †mRb¨ wb‡P wKQy wb‡`©kbv Zz‡j aiv nj :
BDwb‡Ui wk‡ivbvg, f‚wgKv I D‡Ïk¨ c‡o m¤¢ve¨ welqe¯‘ Kx n‡Z cv‡i †m m¤ú‡K© aviYv Kiæb|
cv‡Vi me¸‡jv ÔD‡Ïk¨Õ c‡o GB cvV †_‡K Kx Kx wkL‡Z cvi‡eb Zv †R‡b wbb|
Gici g~jcvV fv‡jvfv‡e Aa¨qb Kiæb| Aa¨q‡bi ci wkLbdj¸‡jv AwR©Z nj wK bv Zv fv‡jvfv‡e
hvPvB Kiæb| hw` wkLbdj AwR©Z bv nq Zvn‡j welqe¯‘ cybivq Aa¨qb Kiæb| †Kv_vI wPÎ _vK‡j
wP‡Îi mv‡_ welqe¯‘ wgwj‡q co–b|
†Kvb BDwb‡Ui welqe¯‘ Aa¨q‡bi mgq †h welq¸‡jv A‡cÿvK…Z KwVb/`y‡e©va¨ g‡b n‡q‡Q Zv wPwýZ K‡i
Avcbvi †bvU LvZvq wjwce× Kiæb Ges KwVb welq¸‡jv mgvav‡bi Rb¨ welqe¯‘ cybivq Aa¨qb Kiæb|
cÖwZwU BDwb‡Ui welq¸‡jv fvjfv‡e †evSvi †ÿ‡Î Abykxj‡bi Rb¨ cÖwZwU BDwb‡Ui cÖwZwU cv‡V
wkÿv_x©‡ì Rb¨ wkÿv_©xi KvR (A¨vKwUwfwU) ms‡hvRb Kiv i‡q‡Q| BDwb‡Ui welqe¯‘ fvjfv‡e Aa¨qb
K‡i A¨vKwUwfwU¸‡jv m¤úbœ Kiæb|
Aa¨q‡bi †k‡l cv‡VvËi g~j¨vq‡bi mgm¨v¸‡jv wb‡R wb‡R mgvavb Kivi †Póv Kiæb| cÖwZ BDwb‡Ui †k‡l
†Ìqv DËigvjvi mv‡_ Avcbvi DËi wgwj‡q †`Lyb| me¸‡jv cÖ‡kœi DËi mwVK bv n‡j GB cvVwU
AveviI fvj K‡i coyb Ges mgm¨vi mwVK mgvav‡bi †Póv Kiæb| P~ovšÍ g~j¨vq‡bi †ÿ‡Î GKB c×wZ
AbymiY Kiæb| cÖ‡qvR‡b mncvVx‡ì mv‡_ mgm¨vi welq¸‡jv wb‡q Av‡jvPbv Kiæb, †`L‡eb mgvav‡bi
c_ mnR n‡q †M‡Q|
I‡cb ¯‹z‡ji GB eBwU QvovI ¯’vbxq ÷vwW †m›Uv‡i Avcbvi Rb¨ wUD‡Uvwiqvj K¬v‡mi eë¯’v i‡q‡Q|
Avcwb cÖ_‡gB Avcbvi wel‡q KZwU wUD‡Uvwiqvj K¬vm cv‡eb Zv Avcbvi ÷vwW †m›Uvi †_‡K †R‡b wbb
Ges Avcbvi ÷vwW †m›Uv‡ii cÖwZwU wUD‡Uvwiqvj K¬v‡m AskMÖnY Kiæb|
wUD‡Uvwiqvj mvwf©m‡K Kvh©‡cv‡hvMx Ki‡Z Avcbvi cvV¨cy¯ÍKwUi mKj BDwbU‡K K‡qKwU As‡k fvM K‡i
wbb| cÖ‡Z¨K wUD‡Uvwiqvj K¬v‡m hvIqvi Av‡M Avcbvi fvMK…Z AskwU fv‡jvfv‡e Aa¨qb Kiæb| †Kv‡bv
BDwb‡Ui welqe¯‘ Aa¨q‡bi mgq †h welq¸‡jv A‡cÿvK…Z KwVb/`y‡e©va¨ g‡b n‡q‡Q Zv wPwýZ K‡i
Avcbvi †bvU LvZvq wjwce× Kiæb Ges KwVb welq¸‡jv mgvav‡bi Rb¨ cÖ‡qvR‡b wUDU‡ii (wkÿ‡Ki)
mvnvh¨ wbb| GKB c×wZ AbymiY K‡i me¸‡jv cvV Aa¨qb †kl Kiæb|
gvwR©b AvBKb (Margin Icons)
†Kvm©wU Aa¨vqb Kivi c~‡e© †Kvm©wU‡Z ch©vqµ‡g †h mg¯Í AvBKb/cÖZxK eëüZ n‡q‡Q †m m¤ú‡K© Avcbv‡K
cÖ_‡gB cwiwPZ n‡Z n‡e| G‡Z cy‡iv †Kvm© gwWDj Gi †KvbwU wkLbdj, †KvbwU welqe¯‘/g~jcvV, †Kvb&wU
cv‡VvËi g~j¨vqb, †Kvb&wU P~ovšÍ g~j¨vqb BZ¨vw` m¤ú‡K© mn‡RB AewnZ n‡Z cvi‡eb| wb‡¤œ GB cvV¨cy¯‡Í K
eëüZ wewfbœ AvBKb ev cÖZxK¸‡jv †`Lv‡bv n‡jv|
†Kvm©eB Abymi‡Yi †Kvm© /BDwbU

D‡Ïk¨ welqe¯‘/g~ jcvV wkÿv_©xi KvR mvims‡ÿc
wb‡`©k bv mgvwßi mgq
cv‡VvËi g~j¨vqb P~ovšÍ g~j¨vqb DËigvjv wfwWI ev †`Lv AwWI ev †kvbv mvnvh¨/cÖ ‡qvR‡b
†Kvm© mgvwßi mgq †Kvm©wU mgvwßi m‡e©v”P mgq 36 mßvn
evsjv‡`k Dš§y³ wek¦we`¨vj‡qi I‡cb ¯‹zj cwiPvwjZ GBPGmwm †cÖvMÖv‡gi wkÿv_©x eÜz‡ì Rb¨
Drcv`b eë¯’vcbv I wecYb wØZxq cÎ wel‡qi A‡bK¸‡jv AwWI †cÖvMÖvg eZ©gv‡b evsjv‡`k
†eZvi Ges wfwWI †cÖvMÖvg evsjv‡`k †Uwjwfkb (wewUwf) KZ…K© mßv‡ni wbw`©ó w`‡bi wbw`©ó
mg‡q cÖPvwiZ n‡q Avm‡Q|
wkÿv_x©eÜziv, Avcbviv ÷vwW †m›Uvi †_‡K †cÖvMÖvg wmwWDj msMÖn K‡i wbw`©ó w`‡bi wbw`©ó
mg‡qi cÖPvwiZ †cÖvMÖvgwU †`L‡j DcK…Z n‡eb e‡j Avkv Kiv hvq| Gmgq†evSvi myweav‡_©
AwWI/wfwWI eBwU mvg‡b wb‡q emyb Ges cÖ‡qvRbxq welq¸wj †bvU Kivi Rb¨ KvMR, Kjg mv‡_ ivLyb|
†Kv‡bv welq eyS‡Z Amyweav n‡j cÖ‡qvR‡b Avcbvi wUDU‡ii mnvqZv wbb|
Avcbvi ÷vwW †m›Uv‡ii †Kvm© wUDUi

A_ev
mvnvh¨ ev mnvqZvi Rb¨ civgk© wbb KvRx kviwgb cv‡gjv
mvnvh¨/ I‡cb ¯‹zj
cÖ‡qvR‡b evsjv‡`k Dš§y³ wek¦we`¨vjq, MvRxcyi-1705|
m~wPcÎ
BDwbU 1 : wecYb cwiwPwZ ................................................................................................ 1-20
cvV-1.1 : wecY‡bi aviYv, µgweKvk I êwkó¨ ......................................................................... 1
cvV-1.2 : wecY‡bi †gŠwjK aviYvmg~n ....................................................................................... 8
cvV-1.3 : evRvi, weµq I wecYb ......................................................................................... 12
cvV-1.4 : wecY‡bi ¸iæZ¡ I AvIZv ....................................................................................... 15
BDwbU 2 : wecYb cwi‡ek ............................................................................................... 21-40
cvV-2.1 : wecYb cwi‡ek: aviYv I cÖKvi‡f` .......................................................................... 22
cvV-2.2 : e¨wóK cwi‡ek : Dcv`vbmg~n I wecY‡b Gi cÖfve ....................................................... 28
cvV-2.3 : mvgwóK cwi‡ek : Dcv`vbmg~n I wecY‡b Gi cÖfve ..................................................... 32
cvV-2.4 : evsjv‡`‡k wecYb cwi‡ek ...................................................................................... 37
BDwbU 3 : wecYb Kvh©vewj .............................................................................................. 41-61
cvV-3.1 : wecYb Kvh©vewj: aviYv I ¸iæZ¡ ............................................................................... 42
cvV-3.2 : wecYb Kvh©vewji weeiY......................................................................................... 44
cvV-3.3 : µq I weµq ....................................................................................................... 48
cvV-3.4 : cwienb I ¸`vgRvZKiY ....................................................................................... 51
cvV-3.5 : cÖwgZKiY I chv©wqZKiY ...................................................................................... 55
cvV-3.6 : †gvoKxKiY I weÁvcb ......................................................................................... 58
BDwbU 4 : evRvi wefw³KiY I wecYb wgkªY ....................................................................... 63-85
cvV-4.1 : evRvi: aviYv I êwkó¨ ......................................................................................... 64
cvV-4.2 : evRvi- Gi †kÖwYwefvM........................................................................................... 67
cvV-4.3 : evRvi wefw³KiY: aviYv I myweav ............................................................................ 72
cvV-4.4 : evRvi wefw³Ki‡Yi wfwËmg~n ................................................................................. 76
cvV-4.5 : wecYb wgkªY : aviYv I Dcv`vb .............................................................................. 80
BDwbU 5 : cY¨ I c‡Yï g~j¨ wba©viY ............................................................................... 87-116
cvV-5.1 : cY¨ : msÁv, †kªwYwefvM I ¯Íi ................................................................................ 88
cvV-5.2 : †fvM¨cY¨ : msÁv, êwkó¨, †kªwYwefvM I wecY‡b we‡eP¨ welq ........................................ 92
cvV-5.3 : wkícY¨ : msÁv, êwkó¨, †kªwYwefvM I wecY‡b we‡eP¨ welq ........................................... 97
cvV-5.4 : c‡Yï Rxeb Pµ ................................................................................................. 101
cvV-5.5 : g~j¨ wba©viY : aviYv, D‡Ïk¨ I c×wZ .................................................................... 105
cvV-5.6 : g~j¨ wm×v‡šÍi Dci cÖfvewe¯ÍviKvix Dcv`vbmg~n I g~j¨ mgš^q †KŠkjmg~n ....................... 111
BDwbU 6 : cY¨ eÈb cÖYvjx ......................................................................................... 117-138
cvV-6.1 : eÈb cÖYvjx: aviYv, †kªwYwefvM I Kvh©vejx ................................................................ 118
cvV-6.2 : ga¨¯’ eëmvqx: aviYv, êwkó¨, Kvhv©ejx I cÖKvi‡f`................................................... 125
cvV-6.3 : †fvM¨, wkí, †mev I K…wl c‡Yï eÈb cÖYvjx ............................................................ 132
BDwbU 7 : cvBKvwi I LyPiv eëmvq ............................................................................... 139-160
cvV-7.1 : cvBKvwi I LyPiv eëmvq: aviYv, êwkó¨ I Kvhv©ejx ................................................... 140
cvV-7.2 : cvBKvwi I LyPiv eëmv‡qi cÖKvi‡f` ...................................................................... 148
cvV-7.3 : cvBKvwi I LyPiv eëmvq: evsjv‡`k †cÖwÿZ.............................................................. 157
BDwbU 8 : weµq cÖmvi I weÁvcb ................................................................................ 161-184
cvV-8.1 : wecYb cÖmvi: aviYv I Dcv`vbmg~n ........................................................................ 162
cvV-8.2 : weµq cÖmvi: aviYv, ¸iæZ¡ I †KŠkj ...................................................................... 165
cvV-8.3 weÁvcb: aviYv, cÖ‡qvRbxqZv I Kvh©vejx ................................................................. 170
cvV-8.4 : weÁvc‡bi gva¨g: aviYv, cÖKvi‡f` I wbe©vP‡b we‡eP¨ welqmg~n .................................... 175
cvV-8.5 : cÖPvi I Rbms‡hvM: aviYv I êwkó¨ ....................................................................... 180
BDwbU 9 : e¨w³K weµq I weµwqKZv............................................................................ 185-198
cvV-9.1 : e¨w³K weµq I weµwqKZv: aviYv I cÖ‡qvRbxqZv ..................................................... 186
cvV-9.2 : weµqKgx©i ¸Yvejx I evsjv‡`‡ki †cÖwÿ‡Z e¨w³K weµq I weµwqKZv ........................... 192
BDwbU 10 : wecY‡b mgmvgwqK welqvewj ......................................................................... 199-229
cvV-10.1 : cÖZ¨ÿ wecYb .................................................................................................. 200
cvV-10.2 : Ab-jvBb wecYb ............................................................................................... 205
cvV-10.3 : cwiKwíZ wecYb ............................................................................................... 209
cvV-10.4 : †PBb †÷vi ..................................................................................................... 213
cvV-10.5 : wWcvU©‡g›Uvj †÷vi ............................................................................................ 217
cvV-10.6 : mycvi gv‡K©U .................................................................................................... 222
cvV-10.7 : wMÖb gv‡K©wUs ..................................................................................................... 226
cwifvlv I gvbe›Ub ............................................................................................................... 230

bgybv cÖkœ ............................................................................................................................. 230
BDwbU
wecYb cwiwPwZ
Introduction to Marketing 1
f‚wgKv (Introduction)
GB BDwb‡Ui †gvU PviwU cv‡V wecY‡bi cÖv_wgK aviYvi Dci Av‡jvKcvZ Kiv n‡q‡Q| cÖ_g cv‡V wecY‡bi
aviYv, msÁv I ‰ewkó¨ wb‡q Av‡jvPbv Kiv n‡q‡Q| GQvovI wecY‡bi µgweKvk m¤ú‡K© Av‡jvPbv Kiv n‡q‡Q|
wØZxq cv‡V wecY‡bi †gŠwjK aviYvi e¨vL¨v †Ìqv n‡q‡Q| wecY‡bi †gŠwjK aviYvi g‡a¨ cÖ‡qvRb, Afve I
Pvwn`v; cY¨, †mev I AwfÁZv; f¨vjy I mš‘wó; wewbgq, †jb‡`b I m¤úK©; Ges evRvi m¤ú‡K© Rvb‡Z cvi‡eb|
Z…Zxq cv‡V evRvi, wecYb I weµq m¤ú‡K© cÖv_wgK aviYvi mv‡_ G¸‡jvi ga¨Kvi m¤úK© I cv_©K¨ eY©bv †Ìqv
n‡q‡Q| PZy_© cv‡V wecY‡bi ¸iæZ¡ I AvIZv Av‡jvwPZ n‡q‡Q| A_©bxwZ, Drcv`b Ges mvgvwRK Rxe‡b wecY‡bi
wK ¸iyZc¡ Y~ © f~wgKv Ges evsjv‡`‡ki b¨vq Dbœqbkxj †`‡ki A_©‰bwZK Dbœq‡b wecY‡bi Ae`vb m¤ú‡K© Av‡jvPbv
Kiv n‡q‡Q|
BDwbU mgvwßi mgq BDwbU mgvwßi m‡e©v”P mgq 2 mßvn
GB BDwb‡Ui cvVmg~n
cvV-1 : wecY‡bi aviYv, µgweKvk I êwkó¨
cvV-2 : wecY‡bi †gŠwjK aviYvmg~n
cvV-3 : evRvi, weµq I wecYb
cvV-4 : wecY‡bi ¸iæZ¡ I AvIZv
cvV-1.1 wecY‡bi aviYv, µgweKvk I êwkó¨

Concept, Evolution and Characteristics of Marketing
D‡Ïk¨
G cvV †k‡l Avcwb

 wecYb m¤ú‡K© aviYv cv‡eb;
 wecY‡bi msÁv cÖ`vb Ki‡Z cvi‡eb;
 wecY‡bi µgweKvk e¨vL¨v Ki‡Z cvi‡eb; Ges
 wecY‡bi ‰ewkó¨ Rvb‡Z cvi‡eb|
aviYv, gv‡K©U/evRvi, wecYb, Drcv`K, †µZv, †fv³v, †µZv-f¨vjy|

g~L¨ kãgvjv (Keywords)
wecY‡bi aviYv (Concept of Marketing)

gvbyl Rb¥MÖnY Kivi ci †_‡K Avg„Zz¨ wewfbœ cY¨ eënvi K‡i| gvbyl wewfbœ cÖ‡qvR‡b Zvi Pvwn`v
‡gUv‡bvi Rb¨ cÖwZwbqZ wewfbœ ai‡Yi cY¨ ev †mev µq I †fvM K‡i _v‡K| ÿzav wbevi‡Yi Rb¨ Lvevi µq K‡i,
evm¯’v‡bi Rb¨ Ni-evwo µq K‡i Avevi wPwKrmvi Rb¨ wPwKrmv †mev MÖnY K‡i|
cY¨ ev †mev †fvM Kivi Rb¨ gvbyl wbw`©ó evRvi †_‡K hvPvB-evQvB K‡i cÖ‡qvRb Abymv‡i µq I †fvM K‡i| jÿ¨
Kiv hvq †h, cY¨ ev †mevi aviYvi m„wó †_‡K ïiæ K‡i, †µZv‡ì gv‡S Zv cwiwPwZKiY, µ‡q Drmvn cÖ`vb, cY¨
eÈb, g~j¨ wbav©iY, µq wm×všÍ MÖn‡Y mnvqZv cÖ`vb Ges weµ‡qvËi †mevmn wewfbœ Kv‡Ri mv‡_ wecYb ev
evRviRvZKiY RwoZ|
j¨vwUb kã Marcatus †_‡K Bs‡iRx Market k‡ãi DrcwË| GB Market kã †_‡K cieZx©‡Z Marketing
k‡ãi DrcwË n‡q‡Q| Gi evsjv cÖwZkã n‡jv wecYb ev evRviRvZKiY|
A‡bK mgqB wecYb ev gv‡K©wUs w`‡q ïaygvÎ µq-weµq ev cÖPviYvKvh©‡K eySv‡bv n‡q _v‡K| cÖK„Zc‡ÿ µq-
weµq ev cÖPviYv n‡”Q wecY‡bi A‡bK Kv‡Ri Askwe‡kl| wecYb GKwU cwieZ©bkxj I RwUj welq| eZ©gvb
mg‡q wecYb ej‡Z m‡šÍvlRbKfv‡e ‡µZv ev †fv³vi cÖ‡qvRbmg~n c~iY‡K †evSvq| wecY‡bi g~j D‡Ïk¨ n‡jv
†µZv f¨vjy ev myweav mieiv‡ni cÖwZkÖæwZi gva¨‡g bZzb †µZv‡K AvK„ó Kiv Ges mš‘wó weav‡bi gva¨‡g eZ©gvb
†µZv‡K a‡i ivLv I mš‘ó †µZvi msL¨v e„w× Kiv|
wecY‡b Drcv`K, †µZv I †fv³v mycPÖ wjZ wKQz kã| cY¨`ªe¨ Drcv`‡bi mv‡_ RwoZ e¨w³ ev
cÖwZlvVvb/†Kv¤úvwb‡K Drcv`K (Producer) e‡j| †h e¨w³ ev †Kv¤úvwb cY¨`ªe¨ µq K‡i Zv‡K †µZv ev
(Customer) e‡j| wb‡R †fvM Kivi Rb¨ ‡Kvb e¨w³ ev †Kv¤úvwb hw` cY¨`ªe¨ µq K‡i Zv‡K †fv³v ev
(Consumer) e‡j| †Kvb cY¨ µq I eënv‡ii d‡j †h mKj myweav cvIqv hvq I cY¨ µq I eënvi Kivi Rb¨
†h mKj e¨q enb Kiv nq, Zvi cv_©K¨‡K Ô†µZv f¨vjyÕ (Customer value) e‡j|
cY¨ Drcv`b †_‡K ïiæ K‡i cY¨ ‡µZv ev †fv³vi wbKU †cŠ‡Q †Ìqv ch©šÍ wecYb wewfbœ ai‡Yi Kv‡Ri mv‡_
RwoZ _v‡K| wecY‡bi KvR‡K wZbwU ch©v‡q fvM Kiv hvq; h_v- cY¨ Drcv`‡bi c~‡e©, cY¨ Drcv`‡bi c‡i, Ges
cY¨ weµq Kivi cieZx©‡Z| cY¨ Drcv`‡bi c~‡e© wecY‡bi KvR¸‡jv n‡”Q evRvi Rwic, Pvwn`v wba©viY, A_©-
ms¯’vb, cÖwZ‡hvwM‡ì wPwýZ Kiv BZ¨vw`| Drcv`‡bi c‡i wecY‡bi ¸iæZ¡c~Y© KvR n‡jv gvb wba©viY wefw³KiY,
BDwbU GK c„ôvÑ 2
Drcv`b eë¯’vcbv I wecYb (wØZxq cÎ)
†gvoKxKiY, g~j¨ wba©viY, cwienY, ¸`vgRvZKiY, eÈb, SuywKMÖnY, cY¨ cÖmvi BZ¨vw`| me©‡k‡l cY¨ †fv³vi
Kv‡Q †cŠ‡Q †`qv A_ev cY¨ †fv³vi Kv‡Q weµq Kiv n‡jB wecY‡bi 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 eRvq ivLv Ges e„w× Kiv, gv‡K©wUs Gi bvbvwea Kvh©µg g~j¨vqY Kiv|
wecY‡bi msÁv (Definition of Marketing)

mvaviY A‡_©, wecYb‡K GKwU cÖwµqvwfwËK KvR ejv nq hv †fv³v‡ì Rb¨ f¨vjy ev myweav m„wó K‡i, †fv³v‡ì
mš‘wó weavb K‡i Ges `xN©‡gqv`x ‡µZv-m¤úK© m„wó K‡i I eRvq iv‡L|
Ab¨ A‡_©, †fv³vi cÖ‡qvRb I Afve mš‘wó weav‡bi gva¨‡g cÖvwZôvwbK D‡Ïk¨ AR©‡bi j‡ÿ¨ Drcv`b c~e© wKQy
Kvh©µg †_‡K ïiæ K‡i Drcv`bKvixi wbKU †_‡K cY¨ ev †mev †fv³v ev †µZvi wbKU †cŠuQv‡bv Ges †fvM ev
eënv‡ii cieZx© ch©v‡qi Kvh©µ‡gi mgwó‡K wecYb e‡j|
wb‡¤œ wecY‡bi wKQz msÁv D‡jøL Kiv n‡jv:
American Marketing Association (AMA) wecY‡bi †h msÁv cÖ`vb K‡i‡Q Zv n‡jv, “Marketing
is the activity, set of institutions, and processes for creating, communicating, delivering,
and exchanging offerings that have value for customers, clients, partners, and society at
large.” A_©vr MÖvnK, g‡°j, Askx`vi Ges mvwe©Kfv‡e mgv‡Ri Rb¨ Ôf¨vjyÕ ev g~j¨ i‡q‡Q Ggb ai‡bi
cY¨ ev †mev m„wó, AewnZKiY, mieivn I wewbg‡qi mv‡_ RwoZ Kvh©, cÖwZôvb I cÖwµqv‡K wecYb ejv
nq|
Philip Kotler & 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 wecYb n‡”Q GKwU mvgvwRK Ges eë¯’vcKxq
cÖwµqv hvi gva¨‡g e¨w³eM© Ges `j Ab¨‡ì mv‡_ cY¨`ªe¨ I f¨vjy m„wó Ges wewbg‡qi gva¨‡g Zv‡ì
cÖ‡qvRb I Afve c~iY K‡i _v‡K|
Dc‡iv³ Av‡jvPbvi wfwË‡Z wecYb m¤ú‡K© wb‡¤œi aviYv¸‡jv cvIqv hvq-
1. wecYb n‡jv mvgvwRK I eë¯’vcbv msµvšÍ cÖwµqv;
2. wecY‡bi g~j welq n‡jv †µZvi I †fv³vi mš‘wó weavb Kiv;
3. wecY‡bi KvR ïiæ nq Drcv`‡bi wPšÍvi gva¨‡g Ges m‡šÍvlRbK Dcv‡q †µZv‡K weµ‡qvËi †mev
cÖ`v‡bi gva¨‡g Zv Pj‡Z _v‡K;
4. ‡µZvi cÖ‡qvRb Abyhvqx f¨vjy m„wó K‡i †mB Abyhvqx cY¨ evRviRvZ Kiv wecY‡bi ¸iæZ¡c~Y© welq|
5. wecY‡b ‡µZv I †fv³vi mv‡_ `xN©‡gqv`x kw³kvjx m¤úK© ‰Zwii Dci †Rvi †Ìqv nq|
ZvB cwi‡k‡l ejv hvq, wecYb n‡”Q GKwU mvgvwRK I eë¯’vcKxq cÖwµqv hvi gva¨‡g cÖvwZôvwbK D‡Ïk¨ AR©‡bi
j‡ÿ¨ †µZv‡ì cÖ‡qvRb Abymv‡i cY¨ I †mev ˆZwi I wewbgq Kivi gva¨‡g cÖ‡qvRb I Afve wgwU‡q Zv‡ì mš‘wó
weavb Kiv nq| wb‡P AvaywbK wecYb eë¯’v wP‡Îi mvnv‡h¨ Zz‡j aiv n‡jv:
‡hvMv‡hvM
cY¨/‡mev
wkí evRvi
(we‡µZv‡ì mgwó) (‡µZv‡ì mgwó)
A_©
Z_¨
wPÎ 1.1: AvaywbK wecYb eë¯’v
1.1 bs wP‡Î †`Lv hv‡”Q †h, Drcv`bkxj cÖwZôvb¸‡jv ev we‡µZviv †µZv‡ì mv‡_ cY¨ I †mevi wel‡q
†hvMv‡hvM K‡i Ges G ì‡bi †hvMv‡hv‡Mi cwi‡cÖwÿ‡Z †µZviv cY¨ ev †mevi wewbg‡q A_© cÖ`vb K‡i I wewfbœ
Z_¨ mieivn Kivi gva¨‡g cÖwZôvb‡K Zv‡ì cÖ‡qvRb m¤ú‡K© AeMZ K‡i|
wecY‡bi µgweKvk (Evolution of Marketing)

gvbe mf¨Zv I eëmvwqK cwi‡e‡ki weeZ©‡bi mv‡_ mv‡_ wecYb eë¯’vi µgweKvk N‡U‡Q| eZ©gvb mg‡q mKj
eëmvq cÖwZôv‡b wecY‡bi eënvi †`Lv hvq| wecY‡bi µgweKvk G ch©v‡q Av‡jvPbv Kiv n‡jvt
1. AvZ¥wbf©ikxjZvi hyM (Era of Self-Sufficiency): gvbemf¨Zvi cÖ_gw`‡K gvbyl cÖ‡qvRbxq wRwbm
wb‡RB Drcv`b KiZ I wgwjZfv‡e †fvM KiZ| wb‡R‡ì cª‡qvRb †gUv‡bvi ci DØ„Ë cY¨ msiÿY Kivi
aviYv wQj bv| G Kvi‡Y cY¨ wewbg‡qi †Kvb cÖ‡qvRbxqZv wQj bv| ZvB wecY‡bi aviYvI we`¨gvb wQj
bv| GB mgq‡K cÖvPxb mf¨Zvi hyMI ejv nq|
2. wewbgq hyM (Era of Exchange): mg‡qi AvZ¥wbf©ikxjZvi hyM
cwieZ©‡bi mv‡_ mv‡_ gvby‡li wPšÍv-‡PZbvi weKvk
wewbgq hyM
N‡U| cÖvPxb AvZ¥wbf©ikxjZvi hy‡Mi GK chv©‡q gvbyl
jÿ K‡i †h, gvbyl wb‡Ri cÖ‡qvRb †gUv‡bvi ciI Drcv`b hyM
Drcvw`Z cY¨ DØ„Ë †_‡K hvq| Avevi, GKRb gvbyl weµq hyM
Zvi cÖ‡qvRbxq mKj cY¨ GKv Drcv`b Ki‡Z cv‡i
AvaywbK wecYb hyM
bv Ges me ai‡Yi cY¨ Drcv`‡b gvby‡li cvi`kx©ZvI
†bB| GB cwiw¯’wZ‡Z gvbyl ‡h ai‡bi cY¨ Drcv`‡b mvgvwRK wecYb hyM
cvi`kx© †mB cY¨ Drcv`b Ki‡Z _v‡K Ges DØ„Ë cY¨ m¤úK©wfwËK wecYb hyM
G‡K Ac‡ii mv‡_ wewbgq Kiv ïiæ K‡i| wewbgq †fv³v ‡Kw›`ªKZv
cÖ_vi (Barter System) GB mgq‡K wewbgq hyM ejv
wPÎ 1.2 : wecY‡bi µgweKvk
nq| GB mg‡q cY¨ wewbgq Kivi Rb¨ eëmvqx †kÖwYi
D™¢e nq hviv wbw`©ó ¯’v‡b cY¨ Av`vb-cÖ`vb KiZ| µgvš^‡q evRvi, eëmvwqK Kvh©µg I wecY‡bi aviYv
cÖewZ©Z nq|
3. Drcv`b hyM (Era of Production): Drcv`b hy‡Mi ïiæ wn‡me aiv nq 1870 mvj †_‡K hvi e¨vßx
1930 mvj ch©š|Í ccY¨ wewbg‡qi gva¨‡g jvfevb nevi aviYv Avmvi ci Drcv`bKvix AwaK Drcv`‡b
DrmvwnZ nq| GB mg‡q Drcv`‡bi Dci AwaK ¸iæZ¡ _vKvi Rb¨ GB hyM‡K Drcv`b hyM e‡j| GB
mg‡q Drcv`bKvix AwaK cY¨ Drcv`b Kivi Rb¨ cY¨ Drcv`b I mieivn Kivi wbwg‡Ë wewfbœ ai‡Yi
hš¿cvwZ Avwe®‹vi Kiv ïiæ K‡i Ges kÖwgK wb‡qvM Ki‡Z _v‡K|
4. weµq hyM (Era of Sales): 1930 †_‡K 1950 ch©šÍ mgqvKvj‡K weµq hyM wn‡m‡e aiv nq| Drcv`‡Ki
msL¨v I Drcv`‡bi `ÿZv e„w× cvIqvi mv‡_ mv‡_ Drcv`‡bi cwigvY µgvš^‡q e„w× †c‡Z _v‡K| Gi
d‡j ‡fv³viv wewfbœ cY¨ †_‡K c”Q›`g‡Zv cY¨ µ‡qi my‡hvM cvq| Drcv`bKvix Drcvw`Z c‡Yï weµq
wbwðZ I e„w× Kivi Rb¨ weµ‡qi wewfbœ †KŠkj Aej¤^b Ki‡Z _v‡K| GB mg‡q Drcv`bKvix weµq
†KŠkj wn‡m‡e weÁvcb, e¨w³K weµq, weµq cÖmvi BZ¨vw` †KŠkj cÖ‡qvM K‡i| weµq I weµq
†KŠk‡ji cÖvavb¨ _vKvi Rb¨ GB mgq‡K weµq hyM ejv nq|
5. AvaywbK wecYb hyM (Era of Modern Marketing): AvaywbK wecYb hy‡Mi ïiæ 1950 mvj †_‡K hv
GLbI Pjgvb| GB hy‡M †fv³vi cÖ‡qvRb, Afve I Pvwn`vi wel‡q AwaK ¸iæZ¡ †Ìqv nq| cÖwZ‡hvwMZv
†e‡o hvIqvi Kvi‡Y †fv³vi mš‘wói cÖwZ ‡Lqvj †i‡L cY¨ I †mev Drcv`b I wecYb Kivi cÖ‡qvRbxqZv
Dcjwä Kiv nq| GB mg‡qB ‡fv³v‡Kw›`ªK wecYb Kvh©µg ïiæ nq|
6. mvgvwRK wecYb hyM (Era of Social Marketing): 1972 mv‡ji c‡i mvgvwRK wecYb aviYvi D™¢e
nq| GB hy‡M †fv³vi mš‘wói mv‡_ mv‡_ mgv‡Ri cÖwZ `vqe×Zvi welqwU cÖvavb¨ cvq| mvgvwRK wecYb
hy‡M mgvR, cwi‡ek I gvby‡li Kj¨v‡Yi welq we‡ePbvq †i‡L eëmvqxiv cÖvwZôvwbK jÿ¨ AR©b I
†fv³vi mš‘wó AR©‡b g‡bvwb‡ek K‡i| mgv‡Ri Rb¨ Kj¨vYKi I cwi‡ekevÜe cY¨ I †mev Drcv`b I
mieivn Ki‡Z †`Lv hvq GB mg‡q|
7. m¤úK©wfwËK wecYb hyM (Era of Relationship Marketing): m¤úK©wfwËK wecYb hyM ïiæ nq 1990
mv‡j| eZ©gvb hy‡M eëmvqxiv †µZv, †fv³v, mieivnKvix, Drcv`bKvixmn Ab¨vb¨ m¤úK©hy³ e¨w³ I
cÖwZôv‡bi mv‡_ `xN©‡gqv`x mym¤úK© ‰Zwi I m¤úK© eRvq ivLvi Rb¨ wewfbœ Kvh©µg MÖnY K‡i _v‡K|
f¨vjywfwËK mym¤úK© ‰Zwi I m¤úK© iÿv Kivi Dci ¸iæZ¡ †Ìqvi Rb¨ GB hyM‡K m¤úK©wfwËK wecYb
hyM ejv nq| eëmvqxiv GLb bZzb ev m¤¢ve¨ †µZv ˆZwii †P‡q eZ©gvb †µZvi mv‡_ mym¤úK© a‡i ivLvi
Dci †ewk ¸iæZ¡v‡ivc Ki‡Q|
DcwiD³ Av‡jvPbvi gva¨‡g ejv hvq †h, mg‡qi mv‡_ mv‡_ wecY‡bi Kvh©µ‡gi avivi cwieZ©b G‡m‡Q| jÿ¨
Kiv hvq †h, †Kvb †`‡ki A_©‰bwZK Ae¯’v, eëmvwqK cwi‡ek BZ¨vwì Dci †m †`‡ki wecYb Kvh©µg wbf©i
K‡i| DbœZ †`k¸‡jvi Zzjbvq evsjv‡`‡ki wecY‡bi Kvh©µg ZZUv MwZkxj bq| Gi KviY evsjv‡`‡k GLbI
mKj‡ÿ‡Î wewfbœ wecYb gZev‡ì Kvh©µg cy‡iv`‡g cwiPvjbv Kiv m¤¢e nqwb|
wecY‡bi ‰ewkó¨ (Characteristics of Marketing)

†fv³vi cÖ‡qvRb, Pvwn`v I mš‘wói Dci wbf©i K‡i wecY‡bi Kvh©µg cÖevwnZ nq| we‡klÁMY wewfbœfv‡e
wecYb‡K msÁvwqZ K‡i‡Qb| Zvi †cÖwÿ‡Z wecY‡bi êwkó¨¸‡jv wb¤œiƒc:
1. mvgvwRK cÖwµqv (Social Process): wecYb GKwU mvgvwRK cÖwµqv KviY wecYb mgv‡Ri wewfbœ †kÖwYi
gvby‡li Afve, cÖ‡qvRb I Pvwn`v Abymv‡i cY¨ I †mev Drcv`b K‡i mieivn K‡i Ges Zv‡ì mš‘ó
Ki‡Z m‡Pó _v‡K| Avevi mvgvwRK wecYb gZev‡` mgv‡Ri Kj¨vY‡K AwaKZi ¸iæZ¡ †Ìqv nq hvi
d‡j mgv‡Ri Rb¨ ÿwZKi cY¨ ev ‡mev cÖ¯‘Z I mieivn †_‡K weiZ ivLv nq|
2. eë¯’vcKxq cÖwµqv (Managerial Process): wecY‡bi Kvh©µg myôzfv‡e m¤úv`b Kivi Rb¨ cÖwZwU
ch©v‡q mwVK †KŠkj Aej¤^‡bi Rb¨ eë¯’vcbvi KvR Ki‡Z nq| †hgb- cwiKíbv MÖnY, msMwVZKiY,
†cÖlYv `vb Ges wbqš¿Y msµvšÍ Kv‡Ri mgš^‡q wecY‡bi Kvh©µg cwiPvjbv Kiv nq|
3. A_©‰bwZK cÖwµqv (Economic Process): wecY‡bi Kvh©µ‡gi mv‡_ A_©‰bwZK cÖwµqvi ¯’vbMZ,
mgqMZ I ¯^ZM¡ Z Dc‡hvM m„wói KvR RwoZ| wecYb cwien‡bi gva¨‡g ¯’vbMZ Dc‡hvM,
¸`vgRvZKi‡Yi mv‡_ mgqMZ Ges µq-weµ‡qi gva¨‡g ¯^ZM¡ Z Dc‡hvM m„wó K‡i| G Kvi‡Y wecYb‡K
A_©‰bwZK cÖwµqv ejv nq|
4. wewbgq cÖwµqv (Exchange Process): †fv³v Zvi cÖ‡qvRb I Pvwn`v c~i‡Yi Rb¨ A_© wewbg‡qi gva¨‡g
cY¨ I †mevi Av`vb-cÖ`vb K‡i _v‡K e‡j wecYb‡K wewbgq cÖwµqv ejv n‡q _v‡K| wecYbKvix
†fv³v‡ì mš‘wó wbwðZ Kivi Rb¨ `xN©‡gqv`x mym¤úK© ‰Zwi I eRvq ivLvi Rb¨ wecY‡bi Kvh©µg MÖnY I
ev¯Íevqb K‡i _v‡K|
5. †fv³vgyLx cÖwµqv (Consumer-oriented Process): AvaywbK wecY‡bi g~‡j i‡q‡Q †fv³vi cÖ‡qvRb,
Afve, Pvwn`v I mš‘wó| †fv³v‡K †K›`ª K‡iB wecY‡bi mvgwMÖK Kvh©µg m¤úbœ nq e‡j wecYb‡K
†fv³vgyLx cÖwµqv ejv nq|
6. MwZkxj cÖwµqv (Dynamic Process): wecYb GKwU MwZkxj cÖwµqv| mg‡qi mv‡_ mv‡_ †fv³vi iæwP,
Afve, cÖ‡qvRb, Pvwn`v, µq ÿgZv, µq AvPiY BZ¨vw` cwiewZ©Z nq| ïay ZvB bq, eëmvwqK cwi‡ek
Ges mvgvwRK, A_©‰bwZK, ivR‰bwZK I cÖhyw³i cwieZ©‡bi Kvi‡Y mvgwMÖK cwi‡e‡kI cwieZ©b n‡”Q|
Gi d‡j wecYbKvix cwiewZ©Z Ae¯’vi mv‡_ Zvj †gjv‡bvi Rb¨ bZzb bZzb †KŠkj Aej¤^b K‡i|
7. AbymÜvbg~jK cÖwµqv (Searching Process): wecY‡bi Kvh©vewj AbymÜvbg~jK Kv‡Ri mv‡_ RwoZ|
KviY bZzb evRvi m„wó, bZzb †µZv Ly‡u R †ei Kiv, bZzb cY¨ Dbœqb Kiv, cÖwZØ›Øx‡ì †KŠkj m¤ú‡K©
Rvbv, ‡µZv‡ì bZzb bZzb c×wZ‡Z DØy× Kivi Rb¨ wecYbKvix‡K memgqB Z_¨ AbymÜvb Ki‡Z nq|
8. ga¨¯’Kvix‡ì Ae¯’vb (Existance of Middlemen): wecYb Kvh©µ‡gi gva¨‡g cY¨ ev †mev †µZv I
†fv³vi wbKU †cŠ‡Q †Ìqv nq| Avi GB cY¨ mieiv‡ni Kv‡R cvBKvix, LyPiv eëmvqx, cÖwZwbwa,
cwi‡ekK BZ¨vw` ga¨¯’Kvix‡ì f~wgKv i‡q‡Q| myZivs wecY‡bi Kvhv©ewj myôzfv‡e m¤úbœ Kivi Rb¨
ga¨¯’Kvixiv ¸iæZ¡c~Y© Ae`vb ivL‡Q|
9. mgwš^Z cÖwµqv (Integrated Process): wecY‡bi Kvh©µg mdjfv‡e ev¯Íevqb Kivi Rb¨ wecY‡bi
mv‡_ RwoZ wewfbœ Kvhv©ewji mgš^q mvab Ki‡Z nq| wecY‡bi †h‡Kvb GKwU Kv‡h©i cwieZ©b n‡j Ab¨
Kvh© ev Kvhv©ewji cwieZ©b n‡Z cv‡i, KviY wecYb Kvhv©ewj wew”Qbœ K‡qKwU Kv‡Ri mgwó bq|
DcwiD³ Av‡jvPbvi †cÖwÿ‡Z ejv hvq †h, wecYb GKwU mvgwMÖK cÖwµqv hvi gva¨‡g †Kv¤úvwb †fv³vi mš‘wó
weav‡bi gva¨‡g jÿ¨ AR©b K‡i|
Avcbvi GjvKvi Ggb `yBwU eëmvq ‡Kv¤úvwbi bvg g‡b Kiæb ‡h AvaywbK wecYb
wkÿv_©xi KvR eë¯’v I weµqwfwËK wecYb eë¯’vq wecYb Kvh©µg cwiPvjbv Ki‡Q| Zv‡ì
wecYb Kvh©µ‡gi Zzjbv Kiæb|
mvims‡ÿc:
wecYb n‡”Q Ggb GKwU mvgvwRK I eë¯’vcKxq cÖwµqv hvi gva¨‡g Drcv`‡Ki Drcvw`Z cY¨ P~ovšÍ †fv³vi
nv‡Z †cŠu‡Q w`‡q †fv³vi P~ovšÍ mš‘wó weavb wbwðZ Kiv nq| cÖ_‡g AvZ¥wbf©ikxjZvi hyM Ges cieZ©x‡Z
wewbgq hyM, Drcv`b hyM, weµq hyM, AvaywbK wecYb hyM, mvgvwRK wecYb hyM Ges m¤úK©wfwËK wecYb hy‡Mi
gva¨‡g wecY‡bi µgweKvk N‡U‡Q| wecY‡bi êwkó¨ wn‡m‡e jÿ Kiv hvq †h, wecYb n‡”Q GKwU mvgvwRK
cÖwµqv, eë¯’vcKxq cÖwµqv, A_©‰bwZK cÖwµqv, wewbgq cÖwµqv, ‡fv³vgyLx cÖwµqv, MwZkxj cÖwµqv,
AbymÜvbg~jK cÖwµqv, ga¨¯’Kvix‡ì ¸iæZ¡c~Y© Ae¯’vb Ges mgwš^Z cÖwµqv|
cv‡VvËi g~j¨vqb-1.1
√) wPý w`b-
mwVK DË‡ii cv‡k wUK& (√
1| wecY‡bi †ÿ‡Î Kvi Pvwn`v‡K †ewk ¸iæZ¡ †Ìq nq?
K) we‡µZv L) †µZv
M) LyPiv we‡µZv N) cvBKvwi we†µZv
2| weµq hy‡M †Kvb& wel‡q ‡Rvi †Ìqv nq?
K) cY¨ Drcv`b L) †µZv-we‡µZvi m¤úK©
M) cY¨ e›Ub N) weµq I weµq-‡KŠkj
3| wecYb ej‡Z cY¨ I †mevi ‡KvbwU‡K †evSvq?
K) cY¨ I †mev cÖ¯‘KKiY cÖwµqv
L) m„wó I wewbg‡qi mvgvwRK I eë¯’vcKxq cÖwµqv
M) Avw_©K cÖwµqv
N) GKwU ivóªxq cÖwµqv|
4| evRvi ej‡Z wK ‡evSvq?
K) ¯’vb L) eZ©gvb †µZv
M) fwel¨Z †µZv N) eZ©gvb Ges fwel¨Z †µZv
cvV-1.2 wecY‡bi †gŠwjK aviYvmg~n

Core Concepts of Marketing
D‡Ïk¨

 wecY‡bi †gŠwjK aviYvmg~n m¤ú‡K© Rvb‡Z cvi‡eb;
 cÖ‡qvRb, Afve/AvKv•Lv I Pvwn`vi g‡a¨ cv_©K¨ Ki‡Z cvi‡eb;
 ‡µZv I †fv³v m¤ú‡K© Rvb‡Z cvi‡eb|
cÖ‡qvRb, Afve, Pvwn`v, cY¨, †mev, AwfÁZv, f¨vjy, mšÍywó, †jb‡`b

wecY‡bi †gŠwjK aviYvmg~n (Core Marketing Concepts)
‡fv³v‡ì cÖ‡qvRb wba©viY, †mBfv‡e cY¨ Drcv`b I eÈb Ges †fv³v‡ì mš‘wó weavb n‡jv wecY‡bi
GKgvÎ jÿ¨| wecYb m¤ú‡K© Av‡jvPbvi Rb¨ Ges B wel‡q cwi®‹vi Ávb jv‡fi wbwg‡Ë KZK¸‡jv aviYv m¤ú‡K©
Avgv‡ì cwi®‹vi Ávb _vKv cÖ‡qvRb| GB aviYvmg~n wecYb m¤úwK©Z Av‡jvPbvi wfwË wnmv‡e KvR K‡i| wb‡¤œ
wecY‡bi †gŠwjK aviYv¸‡jv Av‡jvPbv Kiv n‡jv-
cÖ‡qvRb, Afve I Pvwn`v
evRvi cY¨, †mev I AwfÁZv

wecY‡bi
†gŠwjK
aviYvmg~n
wewbgq, †jb‡`b I m¤úK© f¨vjy Ges mš‘wó
wPÎ 1.3t wecY‡bi ‡gŠwjK aviYvmg~n

1. cÖ‡qvRb, Afve I Pvwn`v (Needs, Wants and Demands)
‰`bw›`b Rxe‡b †eu‡P _vKvi Rb¨ wewfbœ `ªe¨mvgMÖx I ‡mevi Avek¨KZv Abyfe Kiv‡K cÖ‡qvRb (Need)
e‡j| †eu‡P _vKvi Rb¨ gvby‡li Lv`¨, e¯¿, evm¯’vb, wbivcËv, wPwKrmv, †mev BZ¨vw` Acwinvh©| †hgb,
ÿzav wbevi‡Yi Rb¨ gvbyl Lv`¨ MÖnY K‡i Avevi gvbyl evm¯’v‡bi cÖ‡qvRb †eva K‡i wbivc‡` I Aviv‡gi
_vKvi Rb¨| gvby‡li GB cÖ‡qvRb c~iY Kiv †_‡K wecY‡bi †gŠwjK aviYvi ïiæ n‡q‡Q|
mgvR, ms¯‹…wZ ev e¨w³Z¡ Øviv cÖfvweZ n‡q ÔcÖ‡qvRbÕ hLb `ªe¨ mvgMÖx I †mevi AvKv‡i cÖKvk cvq ZLb
Zv‡K Afve (Want) e‡j| gvbyl fv‡jvfv‡e †eu‡P _vKvi Rb¨ wewfbœ e¯‘MZ I Ae¯‘MZ `ªe¨mvgMÖxi
cÖ‡qvRb Abyfe K‡i| †hgb, evm¯’v‡bi cÖ‡qvRb c~iY Kivi Rb¨ gvby‡li wU‡bi ˆZwi Ni, B‡Ui ˆZwi
AÆvwjKv ev Kv‡Vi ˆZwi Nievwo cÖ‡qvRb n‡Z cv‡i| ‡fv³vi evm¯’v‡bi GB cÖ‡qvRb ‡Kvbg ai‡bi
Avevmb w`‡q c~iY n‡e Zv ‡fv³vi ms¯‹„wZ, e¨w³Z¡ ev mgvR Øviv wbav©wiZ nq| mvaviYZ evsjv‡`‡ki
wb¤œwe‡Ëi †fv³v wU‡bi ˆZwi Ni w`‡q evm¯’v‡bi cÖ‡qvRb c~iY K‡i, Avevi D”P we‡Ëi †fv³v iW- BU-
evjy-wm‡g‡›Ui ˆZwi AÆvwjKv Ges cvnvwo GjvKvi †fv³v Kv‡Vi ‰Zwi Ni-evwo w`‡q Zvi cÖ‡qvRb c~iY
K‡i|
‡Kvb `ªe¨ ev †mevi Afve _vK‡j Ges ‡mwU µq Kivi Rb¨ A_© e¨q Kivi B”Qv I mvg_¨© _vK‡j Zv‡K
Pvwn`v (Demand) e‡j| D`vniY ¯îƒc ejv hvq, †Kvb ‡fv³vi evm¯’v‡bi Afve i‡q‡Q, GKvi‡Y †m
wU‡bi ˆZwi Ni ev B‡Ui ‰Zwi AÆvwjKv A_ev Kv‡Vi ‰Zwi Ni ‰Zwi K‡i Zvi evm¯’v‡bi Afve c~iY Ki‡Z
cv‡i| Avw_©K mvg_©¨ Abyhvqx ‡fv³v hLb wU‡bi Ni ‰Zwi Kivi Rb¨ Kivi B”Qv K‡i, ZLb ejv hvq †h
Zvi wbKU wU‡bi Pvwn`v i‡q‡Q|
2. cY¨, †mev I AwfÁZv (Products, Services and Experiences)
†fv³vi cÖ‡qvRb I Afve c~iY Ki‡Z cv‡i Ggb hv wKQy evRv‡i weµ‡qi Rb¨ Qvov n‡e Zv‡K cY¨ e‡j|
cY¨ `„k¨gvb ev A`„k¨gvb n‡Z cv‡i| LvZv, Kjg, eB, Pvj, †Uwej, †Pqvi BZ¨vw` `„k¨gvb cY¨| Ab¨
w`‡K, ‡mev RvZxq cY¨ n‡jv A`„k¨gvb cY¨| wPwKrm‡Ki wPwKrmv, wkÿ‡Ki wkÿv `vb, bvwc‡Zi Pzj KvUv
BZ¨vw`‡K †mev ejv nq|
3. f¨vjy Ges mš‘wó (Value and Satisfaction)
‡Kvb cY¨ µq I eënv‡ii gva¨‡g ‡µZv †h DcKvwiZv cvq Ges cY¨wU AR©‡bi Rb¨ †h A_© e¨q K‡i, G
`y‡qi cv_©K¨‡K Ô†µZvi f¨vjÕy ejv nq| cY¨ ev †mevi gvb, g~j¨, eª¨vÛ BZ¨vwì mgš^‡q ‡µZvi g‡a¨ †m
cY¨ ev †mev m¤ú‡K© GKwU g‡bvfve ‰Zwi nq, hvi wfwË‡Z †µZvi f¨vjy wbav©wiZ nq|
‡fv³v †Kvb cY¨ ev †mev µ‡qi mgq †hme myweav cÖZ¨kv K‡i, Zvi mv‡_ eënv‡ii ci cÖvß myweavi
Zzjbv K‡i †fv³vi g‡a¨ †h Avb›` ev ˆbiv‡kï Abyf~wZ m„wó nq Zv‡K mš‘wó ev Amš‘wó e‡j| †fv³v Zviv
cÖZ¨vkv Abymv‡i cY¨ ev †mev n‡Z myweav †c‡j mš‘ó n‡e Ges bv †c‡j Amš‘ó n‡e|
4. wewbgq, †jb‡`b Ges m¤úK© (Exchange, Transactions and Relationships)
†Kvb wKQy cÖ`v‡bi gva¨‡g A‡bï KvQ †_‡K Kvw•LZ cY¨ jv‡fi Dcvq‡K wewbgq e‡j| ‡hgb, †Kvb wkíx
hw` Zvi wPÎKg© cÖ`k©b K‡i `k‡K©i msL¨v evov‡Z Pvq, Zv‡K wewbgq ejv n‡e|
`yBwU c‡ÿi g‡a¨ g~j¨ ev A‡_©i gva¨‡g †Kvb wewbgq msNwUZ nIqv‡K †jb‡`b e‡j| hw` 100 UvKvi
wewbg‡q cÖ‡ek wU‡KU weµq K‡i wkíxi wPÎKg© cÖ`k©b Kiv nq, Zv‡K †jb‡`b ejv n‡e|
m¤úK©wfwËK wecYb n‡jv Ggb GKwU cÖwµqv hvi gva¨‡g wecY‡bi jÿ¨ AR©‡bi Rb¨ cY¨ ev †mevi
wewbwg‡qi mv‡_ RwoZ cÿ¸‡jvi (†µZv, †fv³v, we‡µZv, mieivnKvix, cwi‡ekK BZ¨vw`) g‡a¨
`xN©Kvjxb mym¤úK© m„wó I iÿv Kiv nq|
5. evRvi (Market)
wecY‡bi cwifvlvq evRvi ej‡Z ‡µZv-we‡µZvi GKwU mgwó‡K eySvq hv‡ì e¨w³ ev †Kv¤úvwb wn‡m‡e
cY¨ ev ‡mevi cÖ‡qvRb _v‡K Ges †mB cY¨ ev †mev µ‡qi mvg_¨©, B‡”Q I KZ…Z
© ¡ _v‡K| GK K_vq, cY¨
ev †mev µq Ki‡Z mÿg Ggb eZ©gvb ‡µZv Ges m¤¢ve¨ †µZvi mgwó‡K evRvi ejv hvq| mvaviYZ
wecYb Kg©KvÛ evRvi‡K jÿ¨ K‡iB cwiPvwjZ nq| †hgb, †Kvb wkky P‡Kv‡jU µq Ki‡j P‡Kv‡jU
c‡Yï †m eZ©gvb †µZv wn‡m‡e P‡Kv‡jU evRv‡ii AšÍM©Z| Avevi wkkyywU eo n‡q fwel¨‡Z Kw¤úDUvi
µq Ki‡Z cv‡i e‡j m¤¢ve¨ †µZv wn‡m‡e †m Kw¤úDUvi evRv‡ii AšÍMZ © n‡Z cv‡i|
cÖ‡qvRb, Afve I Pvwn`vi g‡a¨ cv_©K¨ (Differences among Needs, Wants and Demands)
cÖ‡qvRb, Afve I Pvwn`v cvi¯úwiK m¤úK©hy³ n‡jI wecY‡b G‡ì g‡a¨ cv_©K¨ jÿ Kiv hvq| wb‡¤œ cv_©K¨¸‡jv
D‡jøL Kiv n‡jv:
welq cÖ‡qvRb Afve Pvwn`v
1. DrcwË gvby‡li eÂbv‡eva ev AZ…wß gvby‡li cÖ‡qvRb †_‡K Afv‡ei gvby‡li Afve †_‡K Pvwn`vi
†_‡K cÖ‡qvR‡bi DrcwË nq| DrcwË nq| DrcwË nq|
welq cÖ‡qvRb Afve Pvwn`v

2. m¤ú„³Zv cÖ‡qvRb †fv³vi kvixwiK I Afve †fv³vi ms¯‹…wZ, mvgvwRK Pvwn`v ‡fv³vi A_© e¨‡qi
gvbwmK Ae¯’vi mv‡_ m¤ú„³| Ae¯’vb I e¨w³‡Ë¡i mv‡_ B”Qv I Avw_©K mvg‡_©ï mv‡_
m¤ú„³| m¤ú„³|
3. Abyf~wZ wewfbœ ai‡bi e¨w³i wewfbœ e¨w³i g‡a¨ ms¯‹„wZ I wewfbœ e¨w³i µq mvg‡_©ï
cÖ‡qvR‡bi g‡a¨ wewfbœZv e¨w³‡Z¡i cv_©‡Kï Kvi‡Y cv_©‡Kï Rb¨ Pvwn`vi cv_©K¨
Kg _v‡K| Afve‡ev‡ai cv_©K¨ jÿ¨ Kiv _v‡K|
hvq|
4. cÖ‡qvRb gvby‡li ‡gŠwjK ms¯‹„wZ I mgv‡Ri cwieZ©‡bi µq mvg_©¨, mnRcÖvc¨Zv,
wecYbKvixi Ae¯’v nIqvq wecYbKvix mv‡_ mv‡_ wecYbKvix gvby‡li Dc‡hvwMZv e„w× I
f~wgKv ‡fv³v‡ì AšÍ‡i cÖ‡qvR‡bi g‡b Afve‡eva m„wó Ki‡Z cv‡i| AvKl©YxqZv evov‡bvi gva¨‡g
AbyfzwZ m„wó Ki‡Z cv‡i bv| wecYbKvix Pvwn`v m„wó Ki‡Z
cv‡i|
5. e¨vcKZv gvby‡l gvby‡l cÖ‡qvR‡bi cÖ‡qvR‡bi Zzjbvq Afve mxwgZ me ai‡bi Afve Pvwn`vq
wewfbœZv Kg nIqvq Gi e‡j Gi e¨vcKZv Kg| cwiYZ nq bv e‡j Gi
e¨vcKZv †ewk| e¨vcKZv LyeB Kg|
6. D`vniY Lv`¨, e¯¿, evm¯’vb, wbivcËv Lvev‡ii Rb¨ fvZ, iæwU, wewiqvwb µq ÿgZv Abyhvqx †Kvb
BZ¨vw`| Avevi e‡¯¿i Rb¨ Rvgv, kvwo, †fv³v Lvev‡ii Rb¨ mvaviY
kvU© BZ¨vw`| †`vKv‡bi Lvevi wKb‡Z cv‡i
Avevi `vgx ‡`vKvb †_‡KI
Lvevi wKb‡Z cv‡i|
Dc‡iv³ cv_©‡Kï gva¨‡g evRviRvZKvix †µZv I †fv³vi cÖ‡qvRb, Afve I Pvwn`v m¤ú‡K© Rvb‡Z cv‡i Ges
†mB Abyhvqx cY¨ I †mev Drcv`b I mieivn K‡i Zv‡ì mš‘yó Ki‡Z cv‡i|
†µZv I †fv³vi g‡a¨ cv_©K¨ (Differences between Customer and Consumer)

cY¨ µ‡qi cÖK…wZ, D‡Ïk¨, Dc‡hv‡Mi aib, wecYb cÖwµqvq Ae¯’vb BZ¨vwì Dci wbf©i K‡i ‡µZv I †fv³vi
gv‡S cv_©K¨ jÿ Kiv hvq| wb‡¤œ Zv D‡jøL Kiv n‡jvt
welq †µZv †fv³v

1. cÖK„wZ †µZv n‡jv Ggb e¨w³ ev cÖwZôvb †h †fv³v ej‡Z Ggb e¨w³‡K †evSvq †h cY¨ ev
cieZx©‡Z weµq, eënvi ev †fv‡Mi Rb¨ cY¨ †mev P~ovšÍfv‡e †fvM ev eënvi K‡i _v‡K|
µq K‡i _v‡K|
2. D‡Ïk¨ ‡µZv wewfbœ D‡Ï‡k¨ cY¨ µq K‡i _v‡K| ‡fv³vi GKgvÎ D‡Ïk¨ cY¨ ev †mev mivmwi
Zvi cY¨ µ‡qi D‡Ïk¨ n‡Z cv‡i mivmwi †fvM ev eënvi Kiv|
eënvi ev cybtweµq ev bZzb cY¨ Drcv`b|
3. cÖwZ`vb †µZv g~j¨ cwi‡kva K‡i cY¨ µq K‡i| ‡fv³v‡K cY¨ ev †mev †fvM Kivi Rb¨ g~j¨
cwi‡kva Ki‡ZB n‡e Ggb bq| `vb, Dcnvi
ev A‡bï µqK…Z cY¨ †c‡q †fv³v ‡fvM Ki‡Z
cv‡i|
4. Dc‡hvM ‡µZv iƒcMZ, ¯’vbMZ, mgqMZ I cÖPviMZ ‡fv³v Dc‡hvM m„wó Kivi cwie‡Z© c‡Yï
Dc‡hvM m„wó Ki‡Z cv‡i| Dc‡hvM wbt‡kl K‡i|
5. wecYb ‡µZv c‡Yï eÈbcÖYvwji me©¯‡Í i weivR K‡i| ‡fv³v c‡Yï eÈb cÖYvwji me©‡kl ¯Í‡i weivR
cÖwµqvq K‡i|
Ae¯’vb
cwi‡k‡l ejv hvq †h, cY¨ µqKvix‡K Aek¨B †µZv ejv hvq wKšÍy †m †fv³v n‡ZI cv‡i ev bv-I n‡Z cv‡i| cY¨
†fvMKvix‡K †fv³v ejv nq| †m A‡bï gva¨‡g †Kvb cY¨ †c‡q †M‡j †µZv bv n‡qI †fv³v n‡Z cv‡i|
mvwenv iwk` AwfRvZ †Kvb †`vKvb †_‡K `vgx GKwU kvwo µq K‡i‡Qb-
wkÿv_©xi KvR
GLv‡b mvwenv iwk` -Gi cÖ‡qvRb, Afve I Pvwn`v wbY©q Kiæb|
mvims‡ÿc:
wecY‡bi †gŠwjK aviYv mg~n K‡qKwU wel‡qi ev Kv‡Ri mw¤§wjZ cÖwµqv| welq¸‡jv n‡jv cÖ‡qvRb, Afve I
Pvwn`v; cY¨, †mev I AwfÁZv; f¨vjy I mš‘wó; wewbgq, †jb‡`b I m¤úK©; Ges evRvi| cÖ‡qvRb n‡”Q gvby‡li
Ggb GKwU gvbwmK ¯Íi, hvi Dc‡hvM _vKv m‡Ë¡I gvbyl †m¸‡jvi cÖvwß †_‡K wb‡R‡K ewÂZ g‡b K‡i|
Ab¨w`‡K 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 Zvi B”Qv I µq-ÿgZvi kZ© c~iY K‡i ZLbB Zv Pvwn`vq cwiYZ nq| †µZv I †fv³vi
g‡a¨ cv_©K¨ i‡q‡Qt ‡µZv n‡jv Ggb e¨w³ †h cieZx©‡Z weµq, eënvi ev †fv‡Mi Rb¨ cY¨ µq K‡i _v‡K
Ab¨w`‡K ‡fv³v ej‡Z Ggb e¨w³‡K †evSvq †h cY¨ ev †mev mivmwi †fvM ev eënvi K‡i _v‡K|
mwVK DË‡ii cv‡k wUK& (√ √) wPý w`b-

1| wecYb cÖwµqvi Dcv`vb n‡”Q-
i) cÖ‡qvRb ii) Afve iii) Pvwn`v
wb‡Pi †Kvb&wU mwVK?
K) i L) ii
M) iii N) i, ii I iii
2| cÖ‡qvRb ‡Kvb wel‡qi mv‡_ m¤úwK©Z?
K) †eu‡P _vKvi mv‡_ L) Avivg Av‡q‡mi mv‡_
M) ms¯‹…wZi mv‡_ N) mvgvwRK ghv©`v e„w×i mv‡_|
3| wb‡Pi †Kvb&wU wecY‡bi †gŠwjK welq?
K) eÈb L) wewbgq
M) A_©ms¯’vb N) Drcv`b |
4| wecY‡bi `„wó‡KvY †_‡K evRvi ej‡Z wK †evSvq?
K) AZxZ †µZvi mgwó L) eZ©gvb †µZvi mgwó
M) eZ©gvb I m¤¢ve¨ †µZvi mgwó N) m¤¢ve¨ †µZvi mgwó
5| †µZvi mš‘wó ej‡Z wK †evSvq?
K) cªZ¨vkv Abyhvqx cY¨ MÖnY L) myweavRbK Dcv‡q cY¨ cªvwß
M) cY¨ n‡Z cÖvß myweav I e¨qK…Z A‡_©i cv_©K¨ N) cÖZ¨vkvi Zyjbvq †µZvi Avb‡›ì gvÎv ‡ewk nIqv
cvV-1.3 evRvi, weµq I wecYb

Market, Sales and Marketing
D‡Ïk¨-

 evRv‡ii msÁv ej‡Z cvi‡eb;
 evRvi I wecY‡bi g‡a¨ cv_©K¨ Ki‡Z cvi‡eb;
 weµ‡qi msÁv Rvb‡Z cvi‡eb; Ges
 weµq I wecY‡bi g‡a¨ cv_©K¨ eY©bv Ki‡Z cvi‡eb|
weµq, ¯’vbMZ Dc‡hvM, mgqMZ Dc‡hvM, gvwjKvbvMZ Dc‡hvM|

evRv‡ii msÁv (Definition of Market)

mKj eëmvq cÖwZôv‡bi eëmvwqK Kvh©µ‡gi g~j wfwË n‡jv evRvi| wecYbKvix wbR cÖwZôv‡bi m¤ú`
eënvi K‡i Dchy³ I AvK©lYxq evRvi Ly‡u R †ei K‡i Ges †mB evRv‡ii Pvwn`v c~iY K‡i cÖwZôvb Zvi jÿ¨
AR©b K‡i|
evRvi kãwU wewfbœ A‡_© eëüZ nq| GKRb mvaviY †fv³vi Kv‡Q cY¨ †KbvKvUvi ¯’vb n‡jv evRvi| †hgb
KvIivb evRvi, wbD gv‡K©U BZ¨vw`| Pvwn`v I mieiv‡ni Ae¯’v †evSv‡bvi RbÏ evRvi kã eënvi Kiv nq|
†hgb Pv‡ji evRvi g›`v hv‡”Q – G K_vi gva¨‡g Pv‡ji Pvwn`vi g›`vfve †evSv‡bv n‡”Q| Avevi A_©bxwZi fvlvq
evRvi n‡jv ‡µZv-we‡µZvi mgwó hviv wbw`©ó cY¨ †jb‡`b K‡i| †hgb mewRi evRvi, gv‡Qi evRvi BZ¨vw`|
wecY‡bi fvlvq evRvi n‡jv †Kvb c‡Yï eZ©gvb I m¤¢ve¨ †µZvi (e¨w³ ev cÖwZôvb) mgwó hv‡ì Afve Av‡Q,
Afve †gUv‡bvi mvg_©¨ Av‡Q, A_© e¨q Kivi B‡”Q Av‡Q Ges cY¨ ev †mev µ‡qi AwaKvi Av‡Q|
wb‡¤œ evRv‡ii wKQz msÁv D‡jøL Kiv n‡jv:
Philip Kotler & Gary Armstrong Gi g‡Z, “A market is the set of actual and potential
buyers of a product or service.” A_©vr evRvi n‡jv †Kvb cY¨ ev †mevi cÖK…Z I m¤¢ve¨ †µZv‡ì
mgwó|
Steven J. Skinner †h msÁv cÖ`vb K‡i‡Qb Zv n‡jv, “A market is a group of people who need
and want a particular product and have the buying power, willingness and authority to
purchase the product.” A_©vr evRvi n‡jv e¨w³e‡M©i mgwó hv‡ì ‡Kv‡bv wbw`©ó c‡Yï cÖ‡qvRb I
Afve i‡q‡Q Ges hv‡ì cY¨wU µ‡qi mvg_¨©, B”Qv I KZ©„Z¡ i‡q‡Q|
Dc‡ii Av‡jvPbv †_‡K GK_v my¯úó †h, cY¨mvgMÖx †ePv‡Kbv nq Ggb ¯’vb‡K evRvi wn‡m‡e AwfwnZ Kiv n‡j
fzj n‡e| cÖK…Z c‡ÿ, †µZv‡ì‡K wb‡qB evRv‡ii m„wó- wecY‡bi `„wó‡KvY †_‡K GB K_v wbwØ©avq ejv hvq|
GKwU wbw`ó †kÖYxi cY¨ mvgMÖxi m¤¢ve¨ I cÖK…Z †µZvivB M‡o †Zv‡j evRvi| Avi GB evRvi ÿy`ª cwim‡i †hgb
n‡Z cv‡i Avevi wekê¨vcxI n‡Z cv‡i Gi we¯Í…wZ|
evRvi I wecY‡bi g‡a¨ cv_©K¨ (Differences between Market and Marketing)

evRvi I wecYb kã `yBwU KvQvKvwQ n‡jI G‡ì gv‡S A_©MZ I eënvwiK w`K †_‡K cv_©K¨ i‡q‡Q| wb‡¤œ
cv_©K¨¸‡jv D‡jøL Kiv n‡jv:
welq evRvi wecYb

1| msÁv evRvi n‡jv †Kvb c‡Yï eZ©gvb I m¤¢ve¨ cÖwZôv‡bi jÿ¨ AR©‡bi Rb¨ cY¨ ev †mev m„wó
†µZvi mgwó| I wewbg‡qi gva¨‡g †µZv I †fv³vi mš‘wó
AR©b Kiv‡K wecYb ejv nq|
2| D‡Ïk¨ ‡µZv I †fv³v‡ì g‡a¨ †hvMv‡hvM ¯’vcb ‡µZv I †fv³vi Pvwn`v c~iY K‡i mš‘wó AR©b
Kiv| Kiv|
3| KvR cY¨, †mev I aviYvi ïaygvÎ gvwjKvbv wecY‡b cY¨, †mev I aviYvi m„wó I wewbg‡qi
n¯ÍvšÍ‡ii KvR evRv‡i m¤úvw`Z nq| mKj KvR m¤úvw`Z nq|
4| ¸iæZ¡ we‡µZvi cÖ‡qvRb‡K †ewk ¸iæZ¡ †Ìqv ‡µZv ev †fv³vi cÖ‡qvRb‡K †ewk ¸iæZ¡ †Ìqv
nq| nq|
5| Dc‡hvM c‡Yï ¯^ËM¡ Z Dc‡hvM m„wó nq| c‡Yï mgqMZ, ¯’vbMZ I ¯^ËM¡ Z Dc‡hvM m„wó
nq|
6| mswkøó cÿ ‡µZv I we‡µZv `yBwU cÿ _v‡K| ‡µZv, we‡µZv QvovI mieivnKvix, ga¨¯’
eëmvqx, Drcv`K, cÖPviYvKvix, cÖwZ‡hvMxmn
wewfbœ cÿ RwoZ _v‡K|
7| m¤úK© evRv‡i cY¨ I e¨w³i g‡a¨ m¤úK© _v‡K| wecY‡b cY¨ ev †mev wewbg‡qi mv‡_ RwoZ
e¨w³ ev cÖwZôv‡bi Kvh©vewji g‡a¨ m¤úK©
_v‡K|
8| cwiKíbv ¯^í‡gqvw` cwiKíbv _v‡K| `xN©‡gqvw` cwiKíbv _v‡K|
DcwiD³ Av‡jvPbvi †cÖwÿ‡Z ejv hvq †h, evRv‡i cY¨ ev †mev µq-weµq K‡i gvwjKvbv n¯ÍvšÍi wb‡q ÿz`ª
cwim‡i KvR cwiPvwjZ nq | Ab¨w`‡K, wecY‡bi gva¨‡g cY¨ ev †mevi m„wó †_‡K ïiæ K‡i Zv wewbgq ch©šÍ mKj
Kvhv©ewj e¨vcK cwim‡i m¤úv`b Kiv nq|
weµ‡qi msÁv (Definition of Sales)

mvaviY A‡_©, weµq n‡jv c‡Yï gvwjKvbv †µZvi wbKU n¯ÍvšÍ‡ii cÖwµqv| wecY‡bi `„wó‡KvY †_‡K weµq ïaygvÎ
gvwjKvbv n¯ÍvšÍ‡ii g‡a¨ mxgve× bq; eis †fv³vi cÖ‡qvRb wbav©iY, Pvwn`v m„wó, †µZv AbymÜvb, cY¨ m¤ú‡K©
†µZv‡K Z_¨ cÖ`vb, Dc‡`k †Ìqv Ges Av‡jvPbvi gva¨‡g c‡Yï gvwjKvbv n¯ÍvšÍ‡ii Kvh©µg‡K weµq ejv nq|
myZivs, weµq n‡jv KZ¸‡jv Kv‡Ri mgwó, †h KvR¸‡jv n‡jv †fv³vi cÖ‡qvRb wbav©iY, Pvwn`v m„wó, †µZv
AbymÜvb, cY¨ m¤ú‡K© †µZv‡K civgk© I Dc‡`k `vb, gvwjKvbv n¯ÍvšÍi, Pvwn`v Abyhvqx weµ‡qvËi †mev cÖ`vb
BZ¨vw`|
weµq I wecY‡bi g‡a¨ cv_©K¨ (Differences between Sales and Marketing)

wecYb Ges weµq‡K A‡b‡KB GKB welq g‡b K‡i _v‡K wKš‘ wecYb n‡jv GKwU c~Yv© ½ eëmvwqK c×wZ Ges
weµq n‡jv GB c×wZi GKwU Ask| wb‡¤œ weµq Ges wecY‡bi g‡a¨ cv_©K¨ †`Lv‡bv n‡jv-
welq weµq wecYb
1| msÁv weµq n‡jv wbw`©ó g~‡jï wewbg‡q cY¨ ev †fv³vi cÖ‡qvRb I mš‘wó weav‡bi gva¨‡g
†mevi gvwjKvbv n¯ÍvšÍ‡ii mv‡_ RwoZ ‡Kv¤úvwbi D‡Ïk¨ AR©‡bi Rb¨ wewbg‡qi
wewfbœ Kvh©µ‡gi mgwó| Kvh©vewj‡K wecYb e‡j|
2| AvIZv weµ‡qi cwiwa mxwgZ| wecY‡bi cwiwa e¨vcK|
3| D‡Ïk¨ weµ‡qi D‡Ïk¨ n‡jv cY¨ ev †mevi wecY‡bi D‡Ïk¨ n‡jv †fv³vi mš‘wó AR©b|
gvwjKvbv n¯ÍvšÍi|
4| Dc‡hvM gvwjKvbvMZ Dc‡hvM m„wó nq| ¯’vbMZ, mgqMZ Ges gvwjKvbvMZ Dc‡hvM
m„wó nq|
welq weµq wecYb

5| Kvh©µg cY¨ Drcv`‡bi ci Gi Kvh©µg ïiæ nq| cY¨ Drcv`‡bi c~‡e© Gi Kvh©µg ïiæ nq|
6| cwiPvjbv weµqKgx©‡ì Øviv weµ‡qi KvR m¤úbœ Kvievix cÖwZôv‡bi m‡e©v”P eë¯’vcbv KZ…K ©
nq| wm×všÍ I bxwZ wba©viY Kiv nq|
7| ¸iæZ¡v‡ivc cY¨ weµq Ges gybvdv e„w×i cÖwZ ‡ewk ‡fv³vi mš‘wói cÖwZ †ewk ¸iæZ¡ cÖ`vb Kiv nq|
¸iæZ¡ †`qv nq|
8| cwiKíbv weµq cwiKíbv mvaviYZ ¯^í†gqvw` n‡q wecYb cwiKíbv `xN©‡gqvw` nq|
_v‡K|
cwi‡k‡l ejv hvq †h, weµq n‡jv wecY‡bi A‡bK Kv‡Ri g‡a¨ GKwU Ask gvÎ Ges wecYb n‡jv GKwU mvgvwRK
I eë¯’vcKxq cÖwµqv|
wkÿv_©xi KvR evRvi, weµq I wecY‡bi g‡a¨ m¤úK© I cv_©K¨ wjLyb|
mvims‡ÿc:
evRvi n‡jv †Kvb c‡Yï eZ©gvb I m¤¢ve¨ †µZvi (e¨w³ ev cÖwZôvb) mgwó hv‡ì Afve Av‡Q, Afve †gUv‡bvi
mvg_©¨ Av‡Q, A_© e¨q Kivi B‡”Q Av‡Q Ges cY¨ ev †mev µ‡qi AwaKvi Av‡Q| Avevi weµq n‡jv KZ¸‡jv
Kv‡Ri mgwó, †h KvR¸‡jv n‡jv †fv³vi cÖ‡qvRb wbav©iY, Pvwn`v m„wó, †µZv AbymÜvb, cY¨ m¤ú‡K© †µZv‡K
civgk© I Dc‡`k `vb, gvwjKvbv n¯ÍvšÍi, Pvwn`v Abyhvqx weµ‡qvËi †mev cÖ`vb BZ¨vw`| Ab¨w`‡K †fv³vi
cÖ‡qvRb I mš‘wó weav‡bi gva¨‡g ‡Kv¤úvwbi D‡Ïk¨ AR©‡bi Rb¨ wewbgq m¤úwK©Z Kvh©vewj‡K wecYb e‡j|
evRvi I wecY‡bi g‡a¨ msÁv,D‡Ïk¨, KvR, ¸iæZ¡, Dc‡hvM, mswkøó cÿ, m¤úK© I cwiKíbvMZ cv_©K¨ jÿ¨
Kiv hvq| weµq I wecYb GKB welq g‡b n‡jI G‡ì g‡a¨ cv_©K¨ i‡q‡Q| G‡ì g‡a¨ msÁv, AvIZv,
D‡Ïk¨, Dc‡hvM, Kvh©µg, cwiPvjbv, ¸iæZ¡ cÖ`vb I cwiKíbvMZ cv_©K¨ i‡q‡Q|
mwVK DË‡ii cv‡k wUK wPý w`b-
1| c‡Yï gvwjKvbv n¯ÍvšÍi n‡j †Kvb& KvR m¤úvw`Z nq?
K) wecYb L) †µZv mš‘wó
M) evRvi m„wó N) weµq Kvh©
2| ‡Kvb& †ÿ‡Î `xN©‡gqv‡` cwiKíbv MÖnY Kiv cÖ‡qvRb nq?
K) µ‡qi †ÿ‡Î L) wecY‡bi †ÿ‡Î
M) evRv‡ii †ÿ‡Î N) weµ‡qi †ÿ‡Î
3| weµq †Kvb& cÖwµqvi AšÍM©Z?
K) n¯ÍvšÍi cÖwµqv L) eë¯’vcKxq cÖwµqv
M) Drcv`b cÖwµqv N) mvgvwRK cÖwµqv|
4| †h e¨w³i †Kvb cY¨ µ‡qi mvg_¨© Av‡Q, †m †Kvb&wUi mv‡_ RwoZ n‡Z cvi‡e?
K) weµq L) eë¯’vcbv
M) Drcv`b N) evRvi
5| wb‡Pi †Kvb& †µZv evRv‡ii AšÍ©f³
y ?
i) eZ©gvb ‡µZv ii) fwel¨Z †µZv iii) AZxZ †µZv
K) i I ii L) ii I iii
M) i I iii N) i, ii I iii
cvV-1.4 wecY‡bi ¸iæZ¡ I AvIZv

Importance and Scope of Marketing
D‡Ïk¨

 wecY‡bi ¸iæZ¡ Rvb‡Z cvi‡eb;
 wecY‡bi AvIZv e¨vL¨v Ki‡Z cvi‡eb; Ges
 evsjv‡`‡ki b¨vq Dbœqbkxj †`‡ki A_©‰bwZK Dbœq‡b wecY‡bi f~wgKv eY©bv Ki‡Z cvi‡eb|
A_©‰bwZK AeKvVv‡gv, e„n`vqZb Drcv`b, RxebhvÎvi gv‡bvbœqb, cY¨,

g~L¨ kãgvjv (Keywords) ‡mev|
wecY‡bi ¸iæZ¡ (Importance of Marketing)

wecYb †fv³v‡ì cÖ‡qvRb I mš‘wó weavb K‡i _v‡K| gvby‡li Rxe‡bi cÖvq mKj †ÿ‡ÎB wecYb
RwoZ i‡q‡Q| wb‡¤œ wecY‡bi f~wgKv Av‡jvPbv Kiv n‡jv -
1. cÖ‡qvRbxq `ªe¨ Drcv`b (Producing Essential Products): wecYb cÖwµqvi gva¨‡g mgv‡Ri wewfbœ
cÖ‡qvRb c~i‡Yi Rb¨ cÖvK„wZK m¤ú` eënvi Kiv nq, †hgb K…wl‡ÿÎ, eb, Lwb, grm BZ¨vw` †_‡K m¤ú`
msMÖn K‡i cY¨ Drcv`b I mieivn Kiv nq|
2. D™¢veb (Innovation): wecYb cY¨ mieivn Kivi cvkvcvwk AbeiZ M‡elYv Kvh©µ‡gi gva¨‡g me©`v
c‡Yï Dbœqb Kivi cÖ‡Póv Pvjvq| GKB mv‡_, wecYb †fv³vi Pvwn`v I iæwP Abyhvqx AvaywbK cÖhyw³
eënvi K‡i hy‡Mvc‡hvMx cY¨ ev †mev cÖ¯‘Z I mieiv‡ni gva¨‡g †fv³vi mš‘wó AR©‡bi †Póv K‡i|
3. cY¨ I †mevi Pvwn`v m„wó (Creating Demand for Product and Services): gvby‡li g‡a¨ wewfbœ
ai‡Yi cY¨ ev †mev eënv‡ii myß Pvwn`v _v‡K wKš‘ A‡bK mgq gvbyl Zvi Pvwn`v‡K wPwýZ Ki‡Z cv‡i
bv| wecYb wewfbœ Kvh©µ‡gi ga¨ w`‡q gvby‡li GB myß Pvwn`v‡K wPwýZ I RvMÖZ K‡i Ges ¯^ËM¡ Z,
¯’vbMZ, mgqMZ I iƒcMZ Dc‡hvM m„wó K‡i mgv‡R cY¨ ev †mevi Pvwn`v m„wó K‡i _v‡K|
4. c‡Yï mylg eÈb (Proper Distribution of Product): ‡`‡ki me ¯’v‡b GKwU cY¨ mgvbfv‡e Drcbœ
bv-I n‡Z cv‡i; Avevi me ¯’v‡b cY¨wUi Pvwn`v mgvbfv‡e bv-I _vK‡Z cv‡i| G QvovI, c„w_exi wewfbœ
†`‡k c‡Yï Pvwn`v wewfbœ ai‡bi _vK‡Z cv‡i| c‡Yï Pvwn`v I cÖ‡qvRbvbymv‡i mwVK mg‡q mwVK cY¨wU
mwVK ¯’v‡b †cŠu‡Q w`‡q wecYb c‡Yï mylg eÈb wbwðZ K‡i|
5. eëmvwqK SzuwK n«vm (Reducing Business Risks): wecYb Kvh©µ‡gi gva¨‡g evRv‡ii Pvwn`v
†gvZv‡eK cY¨ ev †mev Drcv`b Kivi Kvi‡Y cY¨ ev †mev weµq nevi m¤¢vebv ‡e‡o hvq| Ab¨w`‡K,
mwVK cÖPviYv c×wZ AbymiY Kivi Dcvq wbav©iY K‡i †`q e‡j cY¨ ev †mev weµ‡qi wbðqZv m„wó nq|
6. A_©‰bwZK AeKvVv‡gv m„wó (Creating Economic Infrastructure): myôy wecYb eë¯’vq Drcvw`Z
cY¨ †fv³v‡ì wbKU †cŠQv‡bvi Rb¨ A_©‰bwZK AeKvVv‡gvi cÖ‡qvRb| hvZvqvZ eë¯’v, we`y¨r eë¯’v,
†hvMv‡hvM, evwYwR¨K eë¯’vi Dbœqb BZ¨vwì gva¨‡g A_©‰bwZK KvVv‡gv ˆZix nq|
7. A_©‰bwZK w¯’wZkxjZv eRvq ivLv (Maintaining Economical Stability): evRv‡i †Kvb ai‡bi cY¨
cÖ‡qvRb, wK cwigvY cY¨ cÖ‡qvRb, KLb cY¨wU cÖ‡qvRb GB welq¸‡jv QvovI cY¨ `ª‡eï mwVK g~j¨
wbqš¿Y K‡i wecYb| d‡j wecYb GKwU †`‡ki A_©‰bwZK w¯’wZkxjZv eRv‡q ivL‡Z mvnvh¨ K‡i|
8. Kg©ms¯’v‡bi my‡hvM m„wó (Creation of Employment Opportunities): wecYb cÖwµqvi bvbvwea
Kvh©µ‡gi mv‡_ wewfbœ e¨w³ I †Kv¤úvwb, ‡hgb ga¨¯’eëmvqx, e¨vsK, exgv, weÁvcb ms¯’v, wgwWqv BZ¨vw`
RwoZ i‡q‡Q| ‡m Kvi‡Y mvgwMÖK wecYb Kvh©µ‡gi m¤cÖmvi‡Yi mv‡_ mv‡_ e¨cK Kg©ms¯’v‡bi my‡hvM
m„wó n‡q _v‡K|
9. eëmvq cwi‡ek I mvgvwRK Kj¨vY-Gi Dbœqb (Improvement of Business Environment and
Social Welfare): Drcv`‡Ki Drcvw`Z cY¨ ‡fv³vi wbKU mieivn, e›UYKvix‡ì g‡a¨ mgš^qmvab I
cÖwZ‡hvMx‡ì wbqš¿‡Yi gva¨‡g wecYb myôy evwYwR¨K cwi‡ek eRvq ivL‡Q| Avevi mgv‡R cÖ‡qvRbxq cY¨
mieivn K‡i †µZv, †fv³v, RbMY BZ¨vw` cÿ‡K mš‘ó iv‡L I wewfbœ mgvwRK Kvh©µ‡g mwµqfv‡e
AskMÖnY K‡i wecYb mvgvwRK Kj¨vY mvab Ki‡Q|
10. RxebhvÎvi gv‡bvbœqb (Upgrading Standard of Living): wecYb ‡fv³vi Pvwn`v I cQ›` Abyhvqx
wbZ¨bZzb I DbœZ gv‡bi cY¨ mieivn K‡i gvby‡li RxebhvÎvi gvb e„w×‡Z mnvqZv Ki‡Q| Avevi,
Kg©ms¯’v‡bi eë¯’v K‡i †fv‡Mi mvg_¨© evov‡”Q|
wecY‡bi AvIZv (Scope of Marketing)

wecY‡bi mv‡_ m¤úK©hy³ welqmg~n‡K wecY‡bi AvIZv wnmv‡e we‡ePbv Kiv nq| wecY‡bi mv‡_ mswkøó welq
wn‡m‡e cY¨`ªe¨ I †mev m¤ú‡K© BwZg‡a¨ Av‡jvPbv Kiv n‡q‡Q| GQvovI wb¤œwjwLZ welqmg~n wecY‡bi mv‡_
m¤úK©hy³ t
1. B‡f›Um (Events): wecYbKvix mgqwfwËK wewfbœ B‡f›Um ev Abyôvb Av‡qvRb Kivi gva¨‡g wbw`©ó
†µZv‡ì wbKU cY¨ ev †mevi msev` †cŠ‡Q w`‡q _v‡K| †hgb †Kv¤úvwbi el©c~wZ© Dcj‡ÿ Abyôvb, †UªW
†kv Av‡qvRb, µxov Abyôvb, wPÎ cÖ`k©bx, I‡cb Gqvi KbmvU© BZ¨vw`|
2. e¨w³ (Persons): A‡bK cÖwZôvb cÖwZôv‡bi fveg~wZ¨ D¾¡j Kivi Rb¨ RbwcÖq e¨w³‡ì‡K w`‡q wecYb
Kvh©µg cwiPvjbv K‡i _v‡K| Gme cÖwZôvb weL¨vZ wPÎbvqK ev bvwqKv, wPwKrmK, †L‡jvqvo, GgbwK
ivRbxwZwe`‡ì L¨vwZ, cwiwPwZ, bvg-hk BZ¨vw`‡K cuywR K‡i cÖwZôv‡bi mybvg e„w×i Rb¨ wecYbKvixi
mvnvh¨ wb‡”Q|
3. ¯’vb (Place): c„w_exi A‡bK †`k cÖvK…wZK †mŠ›`h© ev we‡klvwqZ wewfbœ ¯’vb‡K AvKl©Yxq K‡i wecYb
Kivi Rb¨ wb‡R‡ì D‡`¨v‡M ch©Ub wkí M‡o Zz‡j‡Q| evsjv‡`‡k wewfbœ ch©Ub ¯’vb Dbœqb Kivi Rb¨
evsjv‡`k ch©Ub K‡c©v‡ikb, wewmK, ißvwb cÖwµqvKiY GjvKv, wiqvj G‡÷U eëmvqx BZ¨vw` msMVb¸‡jv
¯’vb wecY‡bi KvR Ki‡Q|
4. m¤úwË (Properties): m¤úwËi µq weµ‡qi mv‡_ wecY‡bi cÖvq mKj KvRB RwoZ| ZvB wewfbœ cÖKvi
m¤úwË †hgb- Rwg, `vjvb‡KvVv, Mvwo, †kqvi, eÛ, mybvg BZ¨vw` µq-weµq Kivi Rb¨ wecYb Kvh©µ‡gi
mvnvh¨ I mn‡hvwMZv †bIqv nq|
5. msMVb (Organizations): eZ©gv‡b cÖvq mKj msMVbB RbM‡Yi g‡b AbyK~j fveg~wZ© M‡o †Zvjvi Rb¨
wewfbœ mvgvwRK Kvh©µ‡g cÖPzi wewb‡qvM Ki‡Q| wecY‡bi gva¨‡g wek¦we`¨vjq, hv`yNi, †ivfvi ¯‹vDU,
jvqÝ K¬ve BZ¨vw` msMVb¸‡jv wewfbœ Kvh©µ‡gi gva¨‡g Zv‡ì cÖwZôv‡bi mybvg e„w× Ki‡Q|
6. Z_¨ (Information): wecY‡bi gva¨‡g Z_¨ I Ávb m„wó K‡i Zv wewfbœ †fv³vi Kv‡Q mieivn Kiv nq|
wek¦we`¨vjq, ¯‹zj I K‡jR¸‡jv Z_¨ I Ávb m„wó K‡i Ges g~‡jï wewbg‡q AwffveK, QvÎ-QvÎx I
mgv‡Ri wbKU weµq K‡i _v‡K| Avevi wewfbœ Kw¤úDUvi, †Uwjwfkb, Mvwo Drcv`bKvix †Kv¤úvwb
wewfbœ cÖKvi mvgwqK cwÎKvi gva¨‡g Z_¨ cÖPvi Ki‡Q|
7. aviYv (Ideas): aviYv n‡jv Ggb wKQy e³e¨, evZv© ev wek^vm hv wecY‡bi Kvh©µ‡gi gva¨‡g †µZv ev
†fv³vi AvPiY I eënv‡i cwieZ©b Av‡b, m‡PZb K‡i Ges fvj KvR Ki‡Z DrmvwnZ K‡i|
D`vniY¯îƒc, UªvwdK AvBb †g‡b Pjyb, AIDS gvivZœK e¨vwa, a~gcv‡b welcvb, MvQ jvMvb cwi‡ek euvPvb,
Avcbvi wkï‡K wUKv w`b BZ¨vw`|
DcwiD³ Av‡jvPbvi wfwË‡Z ejv hvq †h, wecY‡bi AvIZv e¨vcK| wecYbKvix‡K wecY‡bi AvIZv m¤ú‡K© †R‡b
wecY‡bi Kvh©µg m¤úv`b Kiv cÖ‡qvRb|
evsjv‡`‡ki g‡Zv Dbœqbkxj †`‡ki A_©‰bwZK Dbœq‡b wecY‡bi f~wgKv (Role of Marketing in the
Economic Development of a Developing Country like Bangladesh)
†Kv‡bv †`‡ki A_©‰bwZK Dbœq‡b wecYb AZ¨šÍ ¸iæZ¡c~Y© f~wgKv cvjb K‡i| A_©‰bwZK Dbœq‡b evsjv‡`‡ki †ÿ‡Î
wecYb wKfv‡e Ae`vb ivL‡Q Zv wb‡¤œ Av‡jvPbv Kiv n‡jv:
1. K…wl †ÿ‡Î Dbœqb (Development in the Field of Agriculture): c„w_exi AwaKvsk †`‡ki g‡Zv
evsjv‡`‡ki A_©bxwZ K…wl wbf©i| K…wl Drcv`b e„w×i R‡b¨ cÖ‡qvRbxq mvi, exR, KxUbvkK, Pvlvev‡ì
AvaywbK miÄvg BZ¨vw` mieivn Kiv cÖ‡qvRb Ges GKB mv‡_ K…wl†ÿ‡Î Drcvw`Z cY¨ mwVK mg‡q mwVK
g~‡j¨ †µZv ev ‡fv³vi Kv‡Q weµq Kiv cÖ‡qvRb| wecYb K…wl DcKiY mieivn Ges K…wlRvZ c‡Yï
weµ‡qi †ÿ‡Î ¸iæZ¡c~Y© f~wgKv cvjb K‡i|
2. wkí‡ÿ‡Î Dbœqb (Development in the Field of Industry): K…wli b¨vq evsjv‡`‡ki wkí‡ÿ‡ÎI
wecYb wewfbœ Drm †_‡K KvuPvgvj msMÖn K‡i wkí cÖwZôv‡b mieivn Ges wkíRvZ `ªe¨ e›U‡bi ‡ÿ‡Î
AZzjbxq Ae`vb ivL‡Q|
3. K…wl I wk‡íi mgš^q mvab (Coordination between Agriculture and Industry): K…wl I wkí
ci¯úi wbf©ikxj| evsjv‡`‡k jÿ Kiv hvq †h, `ÿ wecYb eë¯’vi gva¨‡g wkí †_‡K mvi, KxUbvkK,
K…wl miÄvg BZ¨vw` DcKiY K…wl †ÿ‡Î mieivn Kiv nq K„wli Drcv`b evov‡bvi Rb¨; Avevi, K„wl‡ÿÎ
†_‡K KvuPvgvj mieivn K‡i wk‡íi Drcv`b Ae¨vnZ ivLv nq|
4. Drcv`b I †fv‡Mi mgš^qmvab (Coordination between Production and Consumption):
Drcvw`Z cY¨ mwVK mg‡q mwVK ¯’v‡b mieivn Kiv, DØ„Ë cY¨ ¸`vgRvZ Kiv, cieZx©‡Z Pvwn`vi mgq
†`‡k ev we‡`‡k cY¨ weµq Kivi gva¨‡g Drcv`b I †fv‡Mi g‡a¨ mgš^qmvab Kivi Kv‡R wecYb RwoZ|
5. Kg©ms¯’v‡bi my‡hvM m„wó (Creating Employment Opportunities): eZ©gv‡b wecY‡bi wewfbœ
Kvh©µ‡gi mv‡_ cÖZ¨ÿ I c‡ivÿfv‡e evsjv‡`‡ki wecyj msL¨K Rbkw³ RwoZ| ga¨¯’eëmvq, cvBKvix
eëmvq, LyPiv eëmvq, weµqKvh©, cwienb, ¸`vgRvZKiY, Z_¨ msMÖn BZ¨vw` wecb‡Yi wewfbœ Kv‡R eû
msL¨K †jv‡Ki Av‡qi eë¯’v nIqvq †fv³v wn‡m‡eI Zv‡ì µq ÿgZv e„w× †c‡q‡Q|
6. ‡mev wecY‡bi Ae`vb (Contribution of Service Marketing): K„wlcY¨ I wkíc‡Yï mv‡_ mv‡_
evsjv‡`‡ki A_©bxwZ‡Z †mev Lv‡Zi Ae`vb w`b w`b evo‡Q| wecYb wewfbœ Kvh©µ‡gi gva¨‡g wkÿv‡mev,
e¨vsK, ¯^v¯’¨‡mev, wegv, ch©Ub LvZ BZ¨vw` †ÿ‡Î †fv³vi Pvwn`v c~iY K‡i A_©bxwZ‡Z f~wgKv ivL‡Q|
7. AvÂwjK Dbœqb (Regional Development): ‡fŠ‡MvwjK Ae¯’vi cv_©‡Kï Rb¨ evsjv‡`‡ki mKj AÂj
mgvbfv‡e m¤ú`kvjx bq| †hgb- wm‡j‡U I PÆMÖv‡g Pv fv‡jv nq wKš‘ evsjv‡`‡ki me AÂ‡j Pv‡qi
Pvwn`v i‡q‡Q| wecYb Zvi Kvh©µ‡gi gva¨‡g †`‡ki wewfbœ AÂ‡j c‡Yï e›Ub wbwðZ K‡i †fv³vi
Pvwn`v †gUv‡Z cv‡i| d‡j cY¨ Drcv`b I †fv‡M AvÂwjK AmgZv `~i Kiv hvq I AvÂwjK Dbœqb Kiv
m¤¢e nq|
8. RvZxq Avq e„w× (Increase in National Income): evsjv‡`‡k wecYb eë¯’v wewfbœfv‡e e„n`vqZb
Drcv`‡b mnvqZv Ki‡Q; †hgb evRv‡i c‡Yï Pvwn`v wbi~cY K‡i, Drcv`‡bi KvuPvgvj msMÖn K‡i,
Drcvw`Z cY¨ weµq K‡i, c‡Yï cwiwPwZ ‰Zwi I µ‡q Drmvn cÖ`vb K‡i|
9. evRvi Dbœq‡b f~wgKv (Role in Market Development): wecYb Zvi Kvh©µ‡gi gva¨‡g †`‡ki
‡fv³v‡ì eZ©gvb cÖ‡qvRb I Pvwn`v c~iY Kivi mv‡_ mv‡_ bZzb bZzb cY¨ mieiv‡ni gva¨‡g ‡fv³v‡ì
hy‡Mvc‡hvMx Pvwn`v c~iY Ki‡Q| Avevi, K…wlRvZ cY¨, ‰Zwi †cvkvKmn BZ¨vw` cY¨ Drcv`‡bi †ÿ‡Î
we‡klvwqZ nIqvq evsjv‡`k AvšÍ©RvwZK evRv‡ii Pvwn`vI c~iY Ki‡Q|
10. A_©‰bwZK w¯’wZkxjZv eRvq (Maintaining Economic Stability): Mªvn‡Ki cÖ‡qvRb I c”Q›`
Drcv`K‡K AewnZ K‡i Ges †fv³v‡ì‡K cY¨ msµvšÍ Z_¨ Rvwb‡q wecYb A_©‰bwZK eë¯’vi fvimvg¨
iÿv K‡i| Gfv‡e Drcv`K I †fv³vi Df‡qi cÖ‡qvRb wgwU‡q wecYb evsjv‡`‡ki A_©‰bwZK cwi‡e‡ki
w¯’wZkxjZv eRvq iv‡L Ges RxebhvÎvi gvb DbœZ K‡i|
evsjv‡`‡ki A_©‰bwZK Dbœq‡b †Kvb& †Kvb& †ÿ‡Î wecYb f~wgKv ivL‡Z cv‡i?
wkÿv_©xi KvR
D`vniYmn wjLyb|
mvims‡ÿc:
wecYb A_©‰bwZK AeKvVv‡gv m„wó, cÖ‡qvRbxq `ªe¨ Drcv`b, cY¨ I ‡mev D™¢veb, e„n`vqZb Drcv`b, cY¨ I
†mevi Pvwn`v m„wó, Pvwn`v Ges †hvMv‡bi mgZv weavb, c‡Yï mylg eÈb, A_©‰bwZK w¯’wZkxjZv, Kg©ms¯’vb,
evwYwR¨K cwi‡ek iÿv, mvgvwRK Kj¨v‡Y Ges RxebhvÎvi gv‡bvbœq‡b ¸iæZ¡cY~ © f~wgKv cvjb K‡i| wecY‡bi
AvIZv e¨vcK| wecYb cY¨`ªe¨, †mev, AwfÁZv, B‡f›Um, e¨w³, ¯’vb, m¤úwË, msMVb, Z_¨ Ges aviYv BZ¨vw`
wel‡qi mv‡_ mswkøó| Dbœqbkxj †`k wn‡m‡e evsjv‡`‡ki A_©‰bwZK Dbœq‡b wecY‡bi f~wgKv Acwimxg|
evsjv‡`‡ki K…wl †ÿ‡Î Dbœqb; wkí †ÿ‡Î Dbœqb; K…wl I wk‡íi mgš^q mvab; Drcv`b I †fv‡Mi mgš^q mvab;
Kg©ms¯’v‡bi my‡hvM m„wó; ‡mev wecY‡bi Ae`vb; MÖvg cwi‡ek Dbœqb; RxebhvÎvi gvb Dbœqb; myôz eÈb; RvZxq
Avq e„w×; evRvi Dbœq‡b f~wgKv; Ges A_©‰bwZK w¯’wZkxjZv eRvq ivLvi ‡ÿ‡Î wecYb wewfbœfv‡e Ae`vb
ivL‡Q|
mwVK DË‡ii cv‡k wUK& wPý w`b-

1| Pvwn`v I †hvMv‡bi g‡a¨ mgZv weav‡bi gva¨‡g wb‡Pi †Kvb&wU N‡U?-
K) RxebhvÎvi gv‡bvbœqb L) g~j¨gv‡bi w¯’wZkxjZv
M) Drcv`b e„w× N) ‡fv‡Mi êwPÎvqb
2| wecY‡bi AvIZvi AšÍfy©³ bq wb‡Pi †Kvb&wU?

K) AwfÁZv L) ¯’vb
M) ¸`vgRvZKiY N) m¤úwË
wb‡Pi DÏxcKwU c‡o 3 - 4 bs cÖ‡kœi DËi w`b-

wid d¨vkbm GKwU †cvkvK Drcv`bKvix †Kv¤úvwb| †Kv¤úvwbwU gvbm¤úbœ wewfbœ ai‡bi †cvkvK Drcv`b K‡i
_v‡K| GB Kvi‡Y †Kv¤úvwbwU †`‡ki Af¨šÍ‡i cY¨ mieiv‡ni mv‡_ mv‡_ AvšÍR
© vwZK evRv‡iI mybv‡gi mv‡_ cY¨
ißvwb Ki‡Q|
3| wid d¨vkbm-Gi ‰Zwi †cvkvK ißvwbi d‡j †Kvb&wU e„w× cv‡e?
K) c‡Yï cÖmvi L) mybvg
M) RvZxq Avq N) mvgvwRK Kj¨vY
4| wid d¨vkbm-Gi wecYb Kvh©µ‡gi d‡j-
i) Kg©ms¯’vb e„w× cv‡e
ii) e„n`vqZb Drcv`b e„w× cv‡e
iii) e¨q n«vm cv‡e
P~ovšÍ g~j¨vqb
m„Rbkxj cÖk-œ 1
mywRZ ivRkvnx‡Z GKwU Av‡gi Rym ˆZwii KviLvbv ¯’vcb K‡ib| wZwb evMvb Pvwl‡ì KvQ †_‡K Avg µq K‡i
KviLvbvq G‡b gvbm¤§Z Rym ˆZwi K‡ib| c‡i Drcvw`Z Rym c¨v‡KURvZ K‡i wZwb †`‡ki wewfbœ evRv‡i wbR¯^
cwien‡bi gva¨‡g mieivn K‡ib| Rym ˆZwi I mieivn †Zgb jvfRbK bv nIqvq wZwb Gi cvkvcvwk R¨vg-‡Rwj
Drcv`b I wecY‡bi wm×všÍ MÖnY K‡i‡Qb|
K. weµq Kx? 1
L. GB eëmv‡qi ‡cÖwÿ‡Z mywRZ †µZv bvwK †fv³v? e¨vL¨v Kiæb| 2
M. mywRZ †`‡ki I AvšÍ©RvwZK evRv‡i Rym mieivn Ki‡Qb- G cwi‡cÖwÿ‡Z evRv‡ii 3wU ‰ewkó¨ D‡jøL
Kiæb| 3
N. R¨vg-‡Rwj Drcv`b I wecYb msµvšÍ mywR‡Zi wm×všÍ KZUzKz ev¯Íem¤§Z e‡j Avcwb g‡b K‡ib?
†hŠw³KZv we‡kølY Kiæb| 4
m„Rbkxj cÖk-œ 2
mvjgvb GKwU eëmvq ‡Kv¤úvwbi eë¯’vcK| Zvi †Kv¤úvwbwU M‡elYvi gva¨‡g †fv³vi Pvwn`v m¤ú‡K© Rvbvi †Póv
K‡i †m Abyhvqx cY¨ ev †mev Drcv`b, g~j¨ wba©viY, cÖPviYv Ges mieiv‡ni KvR K‡i| †Kv¤úvwbwU g‡b K‡i
†fv³vB ivRv| ZvB †fv³vi mš‘wó AR©‡bi j‡ÿ¨B ‡Kv¤úvwbi mKj Kvh©µg cwiPvwjZ nq|
K. †µZv mš‘wó Kx? 1
L. m¤¢ve¨ †µZv †K n‡Z cv‡i? e¨vL¨v Kiæb| 2
M. mvjgv‡bi †Kv¤úvwbwU wecY‡bi †Kvb hy‡Mi †KŠkj MÖnY K‡i‡Q? e¨vL¨v Kiæb| 3
N. DÏxc‡K, †fv³v‡K †K›`ª K‡i wecYb Kvh©µg cwiPvjbv Kivi wm×všÍ KZUv †hŠw³K Zv we‡kølY Kiæb| 4
m„Rbkxj cÖk-œ 3
ingvb XvKvq n¯ÍwkíRvZ cY¨ weµ‡qi GKwU †Kv¤úvwb cwiPvjbv K‡ib| knivÂ‡j Ni mvRv‡bv I M„n¯’vwj Kv‡Ri
Rb¨ n¯ÍwkíRvZ c‡Yï Pvwn`v i‡q‡Q| wZwb MÖvgvÂj †_‡K Gme cY¨ msMÖn K‡i mybv‡gi mv‡_ weµq K‡i
Avm‡Qb| eZ©gv‡b wZwb we‡`‡kI n¯ÍwkíRvZ cY¨ ißvwbi cwiKíbv Ki‡Qb|
K. wecY‡bi cÖv_wgK jÿ¨ Kx? 1
L. cÖ‡qvRb I Pvwn`v wK GKB welq? e¨vL¨v Kiæb| 2
M. MÖvgvÂj †_‡K n¯ÍwkíRvZ cY¨ msMÖn K‡i XvKvq weµq Kivq ingvb †Kvb ai‡bi Dc‡hvM m„wó Ki‡Qb?
e¨vL¨v Kiæb| 3
N. ÔwecYb A_©‰bwZK Dbœq‡b mnvqKÕ- Avcwb wK G e³‡eï mv‡_ GKgZ? DÏxc‡Ki Av‡jv‡K we‡kølY
Kiæb| 4
m„Rbkxj cÖk-œ 4
ÔKv‡bKwUwfwU †KvsÕ GKwU AvBwU dvg©| †Kv¤úvwbwU wewfbœ evwYwR¨K I e¨w³MZ eënvi Dc‡hvMx mdUIq¨vi I
†cÖvMÖvg ˆZwi K‡i Zv mieivn K‡i| †Kv¤úvwb †fv³v‡ì Pvwn`v Abyhvqx wewfbœ mdUIq¨vi mieivn K‡i I
cÖ‡qvRbxq †fv³v †mev cÖ`vb K‡i †µZv f¨vjy ‰Zwi Ki‡Z mÿg n‡q‡Q| Zv‡ì gvbm¤§Z cY¨ I †mev mieiv‡ni
Kvi‡Y †fv³vivI mš‘ó _v‡K|
K. wecYb wK? 1
L. ‡µZv f¨vjy wKfv‡e ˆZwi nq? 2
M. DÏxc‡K wecY‡bi †Kvb êwkó¨wU dz‡V D‡V‡Q? e¨vL¨v Kiæb| 3
N. ÔKv‡bKwUwfwU †KvsÕ Gi †ÿ‡Î †fv³v mš‘wó wKfv‡e AR©b AR©b Kiv n‡q‡Q Zv we‡kølY Kiyb| 4
DËigvjv
cv‡VvËi g~j¨vqb-1.1 t 1. L 2. N 3. L 4. N
cv‡VvËi g~j¨vqb-1.2 t 1. N 2. K 3. L 4. M 5. N
cv‡VvËi g~j¨vqb-1.3 t 1. N 2. L 3. K 4. N
cv‡VvËi g~j¨vqb-1.4 t 1. L 2. M 3. M 4. K
fvebvi AšÍiv‡j
evsjv‡`‡k wKQyw`b Av‡MI ‡fv³v wbZëënvh© cY¨ µq Kivi Rb¨ wbw`©ó
†`vKvb I evRvi Qvov Ab¨ †Kvb ¯’v‡bi K_v fv‡ewb| eZ©gvb mg‡q ‡Uwjwfkb,
Kw¤úDUvi, †gvevBj/gy‡Vv‡dvb ev Ab¨ †h †Kvb B‡j±ªwbK wWfvBm cY¨ µq-
weµ‡qi ¯’vb ev evRvi wn‡m‡e eëüZ n‡”Q| GLb Lye mn‡RB ‡µZv
I‡qemvBU ev †dmeyK †cBR †_‡K wewfbœ hvPvBevQvB K‡i wbw`©ó cY¨ c”Q›`
K‡i AbjvB‡b ev †dv‡b cY¨ µq Ki‡Q| GB eë¯’v‡KB ejv n‡”Q
†µZv‡Kw›`ªK wecYb eë¯’v| †µZv wK Pvq, wKfv‡e Pvq Zv †R‡b cY¨ Drcv`b
Photo credit: www.Pixabay.com K‡i Pvwn`v †gvZv‡eK cY¨ †µZvi Kv‡Q †cŠ‡Q †Ìqv wecYb eë¯’vi Ab¨Zg
KvR|
Z_¨m~Î:
1. gvbbvb, Gg.G. wecYb hy‡M hy‡M. i‡qj jvB‡eªix. XvKv
2. Mannan, M. A. Principles of Marketing, Royal Library, Dhaka.
3. ‡iRv, g.m. I cvi‡fR, g.g. evRviRvZKiY bxwZgvjv. evsjv‡`k Db¥y³ wek^we`¨vjq.
4. AMA. (2013). Definition of Marketing. Approved by American Marketing Association.
5. Keith, R.J. ‘The marketing revolution’, Journal of Marketing.
6. Kotler, P. & Armstrong, G. Principles of Marketing. USA. Pearson Education.
7. Kotler, P. & Keller,. K.L. Marketing Management. India. Pearson India Education Services.
wecYb cwi‡ek BDwbU
Marketing Environment 2
wecYb cwi‡ek n‡jv wbqwš¿Z I Awbqwš¿Z wewfbœ Dcv`v‡bi mgwó| G¸‡jv GK ai‡bi Ôkw³Õ (Force) wn‡m‡eI
cwiwPZ| KviY G¸‡jv kw³i g‡ZvB cwi‡e‡ki Dci cÖfve we¯Ívi K‡i| cÖ_g cv‡V cwi‡e‡ki mvaviY A_© I
wecYb cwi‡ek-Gi cÖv_wgK welq¸‡jv wb‡q Av‡jvPbv Kiv n‡q‡Q| cieZ©x cv‡V Avcwb cv‡eb e¨wóK cwi‡ek
A_v©r wbqš¿Y†hvM¨ kw³ ev Dcv`vb¸‡jvi cÖwZôv‡bi Dci cÖfve wb‡q we¯ÍvwiZ Av‡jvPbv| Z…Zxq cv‡V i‡q‡Q
mvgwóK cwi‡ek A_v©r wbqš¿Y-ewnf~©Z Dcv`vb¸‡jvi Av‡jvPbv| mvgwMÖK cwi‡e‡ki mv‡_ mgš^qg~jK wecYb
Kvh©µg MÖn‡Yi Dci wecY‡bi mdjZv wbf©i K‡i| GRb¨ wecYbKvix‡K mvgwMÖK cwi‡ek I wecYb cwi‡e‡ki
wewfbœ Dcv`vb Ges G¸‡jvi cÖfve m¤ú‡K© Rvb‡Z nq| KviY G kw³¸‡jv me©`v cwieZ©bkxj| cwi‡e‡ki GB
cwieZ©b wecY‡bi †ÿ‡Î †hgb AwbðqZv I ûgwK m„wó K‡i, †Zgwb wKQz my‡hv‡MiI m„wó K‡i| wecYbKvix cwi‡ek
we‡køl‡Yi gva¨‡g cÖwZôv‡bi Rb¨ wecYb cwiKíbv cÖYqb K‡i| ZvB mvsMVwbK D‡Ïk¨ AR©‡bi Rb¨ GKRb
wecYbKvix‡K msMV‡bi wecYb cwi‡e‡ki Dci ¸iæZ¡v‡ivc Ki‡Z nq, hv GB BDwb‡U Av‡jvPbv Kiv n‡jv|
me©‡kl cv‡V evsjv‡`‡ki wecYb cwi‡ek m¤ú‡K© Av‡jvPbv Kiv n‡q‡Q|
cvV-1 : wecYb cwi‡ek : aviYv I cÖKvi‡f`
cvV-2 : e¨wóK cwi‡ek : Dcv`vbmg~n I wecY‡b Gi cÖfve
cvV-3 : mvgwóK cwi‡ek : Dcv`vbmg~n I wecY‡b Gi cÖfve
cvV-4 : evsjv‡`‡k wecYb cwi‡ek
cvV-2.1 wecYb cwi‡ek: aviYv I cÖKvi‡f`

Marketing Environment: Concept and Classification
D‡Ïk¨

• cwi‡ek ej‡Z wK eySvq Rvb‡Z cvi‡eb;
• wecYb cwi‡e‡ki msÁv eY©bv Ki‡Z cvi‡eb;
• wecYb cwi‡e‡ki cÖKvi‡f` Rvb‡Z cvi‡eb;
• e¨wóK I mvgwóK cwi‡e‡ki g‡a¨ cv_©K¨ e¨vL¨v Ki‡Z cvi‡eb; Ges
• wecYb cwi‡ek Aa¨qb Kiv †Kb ¸iæZ¡c~Y© Zv eY©bv Ki‡Z cvi‡eb|
e¨wóK cwi‡ek, mvgwóK cwi‡ek, cÖZ¨ÿ cÖfve, c‡ivÿ cÖfve|

g~L¨ kãgvjv(Keywords)
cwi‡ek ej‡Z Kx eySvq (What is meant by Environment) ?

mvaviYfv‡e gvbyl †hLv‡b evm K‡i Zvi Pvicv‡ki mewKQy‡K GKmv‡_ cwi‡ek e‡j| A_v©r cwi‡ek
n‡jvgvby‡li Rxebaviv Ges Kvh©vewji Dci cÖfve we¯ÍviKvix cvwicvwk¦K
© Ae¯’v|Ab¨fv‡e ejv hvq, †Kvb gvby‡li
Dci KZK¸‡jv cvwicvwk¦©K Ae¯’v †hgb f~-cÖK…wZ, Rjevqy, g„wËKv, LwbR`ªe¨, b`-b`x, agx©q wek¦vm, wkÿv,
ms¯‹…wZ, weÁvb cÖhyw³ BZ¨vw` cÖfve we¯Ívi K‡i Ges wµqv-cÖwZwµqv m„wó K‡i| GB wµqv-cÖwZwµqvi d‡j †h
Ae¯’vi m„wó nq Zv‡K cwi‡ek e‡j| D`vniY wn‡m‡e evsjv‡`‡ki cÖvK…wZK cwi‡ek ej‡Z evsjv‡`‡ki Lvj, wej,
gvV NvU, iv¯Ív, evwo, Ni †_‡K Avi¤¢ K‡i mg¯Í cÖvK…wZK welq‡K †evSv‡e| cwi‡ek e¨w³ Rxe‡bi mv‡_ mv‡_
mvsMVwbK, ivóªxq I mgvR Rxe‡bI e¨vcK cÖfve we¯Ívi K‡i|
cwi‡ek m¤ú‡K© GLv‡b `ywU msÁv D‡jøL Kiv n‡jv:
Philip Kotler & Gary Armstrong cwi‡e‡ki msÁv m¤ú‡K© e‡jb, ÒThe environment is the
totality of forces and entities that are external and potentially relevant to the particular
agent.” A_v©r cwi‡ek n‡jvevwn¨K kw³ Ges mËvi mgwš^Z iƒc hv cÖ”Qbœfv‡e †Kvb we‡klvel‡qi mv‡_
m¤úK©hy³|
Kould & Kolb cwi‡e‡ki msÁv w`‡q‡Qb Gfv‡e ÒEnvironment consists of all external forces
and refers to which a person or aggregate of persons is actually and potentially
responsive.” A_v©r cwi‡ek hveZxq evwn¨K kw³ Øviv MwVZ hv ev¯Í‡e Ges cÖ”Qbœfv‡e GK ev GKvwaK
e¨w³ ev e¨w³i mv‡_ m¤ú„³|
cwi‡e‡ki D‡jøL‡hvM¨ êwkó¨ wb¤œiƒc-
1. cwi‡ek n‡”Q KZK¸‡jv wgwjZ kw³ ev Dcv`v‡bi mvgwMÖK iƒc;
2. GB kw³ ev Dcv`vb¸‡jv evwn¨K hv cÖvK…wZK ev AcÖvK…wZK n‡Z cv‡i;
3. cwi‡ek me mgq †Kvb we‡kl Ae¯’vi mv‡_ RwoZ|
BDwbU `yB c„ôvÑ22

DcwiD³ Av‡jvPbvi †cÖwÿ‡Z ejv hvq †h, gvbyl Ges cÖwZôv‡biDci cÖfve we¯ÍviKvix cvwicvwk^K
© Ae¯’vB n‡jv
cwi‡ek| gvbyl †h cvwicvwk^©K Ae¯’vi g‡a¨ Rxeb aviY K‡i Ges cÖvK„wZK, A_©‰bwZK, mvgvwRK I ivR‰bwZK
wewfbœ `„k¨gvb I A`„k¨gvb ‡hme Dcv`vb gvby‡li Rxeb I RxweKvi Dci cÖfve we¯Ívi K‡i, Zv‡ì‡K GK‡Î
cwi‡ek e‡j|
wecYb cwi‡ek ej‡Z Kx eySvq (What is meant by Marketing Environment) ?
wbw`©ó †Kv‡bv cY¨ ev †mevwecY‡b †h mg¯Í welq cY¨ ev †mevi Dci cÖfve we¯Ívi K‡i, ‡mwUBn‡jv c‡Yï wecYb
cwi‡ek|†Kv‡bv GKwU cY¨ ev †mev wecYb Ki‡Z †M‡j †h mg¯Í wbqwš¿Z I Awbqwš¿ZDcv`vb ev kw³ cÖfve we¯Ívi
Ki‡Z cv‡i, Zv‡ì mgwó‡K wecYb cwi‡ek e‡j|
wecYb cwi‡ek m¤ú‡K© K‡qKwU msÁv:
Philip Kotler & Gary Armstrong Gi g‡Z, ÒMarketing environment consists of the actors
and forces outside marketing that affect marketing management’s ability to build and
maintain successful relationships with target customers.Ó A_v©r wecYb cwi‡ek n‡jv wecYb-
ewnf©~ZKZ¸‡jv cÿ ev kw³i mgwó hv Afxó †µZvi mv‡_ mdj m¤úK© ˆZwi I eRvq ivLvi ‡ÿ‡ÎwecYb
eë¯’vcbvi mvg‡_©¨‡K cÖfvweZ K‡i|
Busch & Houston Gi g‡Z, ÒThe marketing environment is a set of diverse, dynamic and
uncontrollable force that impinge on an organization’s marketing operations and
opportunities.Ó A_v©r wecYb cwi‡ek n‡jv ‰ewPÎgq, MwZkxj Ges Awbqš¿Y‡hvM¨ kw³i GKwÎZ iƒc hv
‡Kvb cÖwZôv‡bi wecYb Kvh©µg I my‡hvM¸‡jvi Dci cÖfve we¯Ívi K‡i|
mvgwóK cwi‡ek
RbmsL¨v AvBbMZ
e¨wóK cwi‡ek
†Kv¤úvwb Rb‡Mvôx
wecYb
eë¯’vcbv
A_©‰bwZK mieivnKvix cÖwZ‡hvMx mvs¯‹„wZK
ga¨¯’eëmvqx †µZv
cÖvK„wZK ivR‰bwZK
cÖhyw³MZ
wPÎ 2.1 : mvgwMÖK wecYb cwi‡ek

wecYb cwi‡e‡ki wbgœwjwLZ êwkó¨mg~n D‡jøL‡hvM¨-
 wecYb cwi‡ek KZK¸‡jv cÿ Ges kw³i mgwó;
 wecYbKvixe¨wóK cwi‡e‡ki Dcv`vb wbqš¿Y Ki‡Z cv‡i;
BDwbU `yB c„ôvÑ 23

 mvgwóK cwi‡e‡ki Dci wecYbKvixi †Kvb wbqš¿Y _v‡K bv;

 wecYb cwi‡ek wecYb Kg©Kv‡Ûi Dci cÖZ¨ÿ Ges c‡ivÿfv‡e cÖfve we¯Ívi K‡i;
 wecYb cwi‡e‡ki Dcv`vb¸‡jv me©`v cwieZ©bkxj I AwbwðZ;
 ‡Kv¤úvwbi Ab¨ mKj Kv‡Ri DciI wecYb cwi‡e‡ki Dcv`v‡bi cÖfve Av‡Q;
 wecYb cwi‡ek we‡køl‡Yi Dci wecY‡bi mvdj¨ A‡bKvs‡k wbf©ikxj;
 wecYb cwi‡ek ‡Kv¤úvwbi Rb¨ my‡hvM, ûgwK ev AwbðqZvi m„wó K‡i|
cY¨ Drcv`b †_‡K ïiæ K‡i wecY‡bi wewfbœ ¯Í‡i wecYbKvix‡K wewfbœ cÖKvi mgm¨v †gvKv‡ejv Ki‡Z nq| †Kvb
cY¨ ev †mev wecY‡bi ‡ÿ‡Î wewfbœ cÖK…wZi wbqš¿Y‡hvM¨ I Awbqš¿Y‡hvM¨ kw³ mnvqZv K‡i A_ev cÖwZ‡ivag~jK
Ae¯’v m„wó K‡i| †m¸‡jv wecYbKvix‡K mZ©KZvi mv‡_ we‡ePbv Ki‡Z nq| ZvB ‡Kv¤úvwbi wecYbKvix‡KwecYb
cwi‡ek we‡kølY Ki‡Z nq Ges cwi‡e‡ki †Kvb cwieZ©b n‡j cieZx© cwiw¯’wZ‡Z Kx c`‡ÿc MÖnY Kiv cÖ‡qvRb
†m m¤ú‡K© wm×všÍ MÖnY Ki‡Z nq| wecYb cwi‡ek we‡kølY K‡i †Kvb AbyK~j my‡hvM _vK‡j ‡m my‡hvM mgqgZ
Kv‡R jvMv‡bv hvq|
wecYb cwi‡e‡ki cÖKvi‡f` (Types of Marketing Environment)

wecYb Kvh©µ‡gi Dci cÖfve m„wóKvix cwi‡e‡ki Dcv`vbmg~n‡K `yBfv‡M fvM Kiv n‡q‡Q,Zv wb¤œiƒc-
wecYb cwi‡ek
e¨wóK cwi‡ek mvgwóK cwi‡ek

1. cÖwZôvb 1. RbmsL¨v welqK cwi‡ek
2. mieivnKvix 2. A_©‰bwZK cwi‡ek
3. ga¨¯’eëmvqx 3. cÖvK…wZK cwi‡ek
4. MÖvnK ev †µZv mvaviY 4. cÖhyw³MZ cwi‡ek
5. cÖwZ‡hvMx 5. ivR‰bwZK cwi‡ek
6. Rb‡Mvôx 6. mvs¯‹„wZK cwi‡ek
7. AvBbMZ cwi‡ek
wPÎ 2.2: wecYb cwi‡e‡ki cÖKvi‡f`
1. e¨wóK cwi‡ek (Micro-Environment): ‡Kvb ‡Kv¤úvwbi wecYb Kvh©µ‡gi Dci wbqš¿Y‡hvM¨ †hme
kw³, Dcv`vb ev cÿmg~n cÖZ¨ÿfv‡e cÖfve we¯Ívi K‡i Zv‡ì‡K GK‡Î e¨wóK cwi‡ek e‡j| e¨wóK
cwi‡e‡ki Dcv`vb¸‡jv cÖwZôv‡bi Af¨šÍixY A_ev Lye KvQvKvwQ Ae¯’vb K‡i| ‡m Kvi‡Y cÖwZôv‡bi
wecYbKvix GB Dcv`vb¸‡jv‡K wKQzUv n‡jI wbqš¿Y Ki‡Z cv‡i|
2. mvgwóK cwi‡ek (Macro-Environment): mvgwóK cwi‡ek n‡jv †Kvb cÖwZôv‡bi wecYb
Kvh©µ‡gi Dci Awbqš¿Y‡hvM¨ †mme kw³, Dcv`vb ev cÿmg~n hv c‡ivÿfv‡e cÖfve we¯Ívi K‡i|
mvgwóK cwi‡e‡ki Dcv`vbmg~n evwn¨K I MwZkxj| ZvB cÖwZôv‡bi wecYbKvix GB
Dcv`vb¸‡jv‡K GKKfv‡e wbqš¿Y Ki‡Z cv‡i bv|
e¨wóK I mvgwóK cwi‡e‡ki g‡a¨ cv_©K¨ (Differences Between Micro and Macro Environment)
wecYb cwi‡ek e¨wóK I mvgwóK cwi‡ek wb‡q MwVZ| `yB ai‡Yi cwi‡e‡ki g‡a¨ cv_©K¨ i‡q‡Q|G¸‡jv wb‡¤œ
Av‡jvPbv Kiv n‡jv-

welq e¨wóK cwi‡ek mvgwóK cwi‡ek

1. msÁv cÖwZôv‡bi wecYb Kvh©µ‡gi Dci cÖwZôv‡bi wecYb Kvh©µ‡gi Dci
cÖZ¨ÿfv‡e cÖfve we¯ÍviKvix kw³, Dcv`vb c‡ivÿfv‡e cÖfve we¯ÍviKvix kw³, Dcv`vb
ev cÿmg~n‡KGK‡Î e¨wóK cwi‡ek e‡j| ev cÿmg‡~ni‡K GKmv‡_ mvgwóK cwi‡ek
e‡j|
2. Dcv`vb ‡Kv¤úvwb, mieivnKvix, ga¨¯’eëmvqx, MÖvnK RbmsL¨v welqK cwi‡ek, A_©‰bwZK,
ev †µZv mvaviY, cÖwZ‡hvMx I Rb‡Mvôx| cÖvK…wZK, cÖhyw³MZ, ivR‰bwZK, mvs¯‹„wZK I
AvBbMZ cwi‡ek|
3. AvIZv e¨wóK cwi‡e‡ki AvIZv †QvU| mvgwóK cwi‡e‡ki AvIZv e¨vcK|
4. Ae¯’vb e¨wóK cwi‡e‡ki Dcv`vbmg~n ‡Kv¤úvwbi ‡Kv¤úvwbi e¨wóK cwi‡e‡ki Dcv`vbmg~‡ni
KvQvKvwQ Ae¯’vb K‡i| Pvicv‡k mvgwóK cwi‡e‡ki
Dcv`vbmg~nAe¯’vb K‡i|
5. wbqš¿Y cÖwZôv‡bi wecYbKvix GB cwi‡e‡ki cÖwZôv‡bi wecYbKvix GB cwi‡e‡ki
Dcv`vbmg~n‡K mvgvb¨ n‡jI wbqš¿Y Ki‡Z Dcv`vb¸‡jv‡K wbqš¿Y Ki‡Z cv‡i bv|
cv‡i|
6. cwieZ©bkxjZv e¨wóK cwi‡e‡ki Dcv`vbmg~n A‡cÿvK…Z mvgwóK cwi‡e‡ki Dcv`vbmg~n MwZkxj
Kg cwieZ©bkxj| nevi Kvi‡Y Lye `ªæZ cwiewZ©Z nq|
7. c~e©vbygvb wecYbKvix GB cwi‡e‡ki Dcv`vbmg~n mvgwóK cwi‡e‡ki Dcv`vbmg~‡ni cwieZ©b
cwiewZ©Z n‡j A‡bKUv mn‡R c~ev©bygvb A‡bK †ÿ‡ÎB c~ev© bygvb Kiv KwVb|
Ki‡Z cv‡i|
8. wm×všÍ MÖnY wecYbKvix mwVK I `ªæZ wm×všÍMnÖ ‡Yi wecYbKvix wm×všÍMnÖ ‡Yi gva¨‡g e¨wóK
gva¨‡g e¨wóK cwi‡e‡ki Dcv`vbmg~‡ni cwi‡e‡ki Dcv`vbmg~‡ni cÖfv‡ei mv‡_ Lvc
cÖfve n«vm Ki‡Z cv‡i| LvIqv‡bvi †KŠkj Aej¤^b Ki‡Z cv‡i|
DcwiD³ Av‡jvPbvi †cÖwÿ‡Z ejv hvq †h, e¨wóK I mvgwóK cwi‡ek DfqB ‡Kv¤úvwbi wecYb Kvh©µ‡g cÖZ¨ÿ I
c‡ivÿfv‡e cÖfve we¯Ívi K‡i| wecYbKvix wecYb cwi‡e‡ki Dcv`vbmg~n m¤ú‡K© mwVK Z_¨ msMÖn I we‡kølY
K‡i mwVK wm×v‡šÍi gva¨‡g mvgwMÖK wecYb cwi‡e‡ki Dci wbqš¿Y eRvq ivLvi Rb¨ m‡Pó _vK‡Z cv‡i|
wecYb cwi‡ek Aa¨qb †Kb ¸iæZ¡c~Y© (Why the study of Marketing Environment is Important)?
cwi‡ek we‡køl‡Yi Dci wecY‡bi mdjZv wbf©i K‡i| †Kv‡bv ‡Kv¤úvwbi cY¨ wecY‡bi Dci Zvi wecYb cwi‡ek
‡Rviv‡jv cÖfve we¯Ívi K‡i _v‡K| cwi‡e‡ki mv‡_ h_vh_ mgš^qmvab bv Ki‡Z cvi‡j GKwU cÖwZôvb evRv‡i `xN©
†gqv‡` wU‡K _vK‡Z cv‡i bv| ZvB wecYbKvixi GKwU Ab¨Zg `vwqZ¡ n‡”Q cwi‡ek‡K Mfxifv‡e ch©v‡jvPbv Kiv|
wb‡gœ wecYb cwi‡ek Aa¨q‡bi ¸iæZ¡ ms‡ÿ‡c Av‡jvPbv Kiv n‡jvt
1. my‡hvM A‡š^lb (Searching Opportunities): †h †Kv¤úvwb cwi‡ek we‡køl‡Yi gva¨‡g hZ †ewk
my‡hvM A‡š^lY Ki‡Z cvi‡e Zvi c‡ÿ bZzb evRvi m„wó Kiv ZZ mnRZi n‡e| ˆZwi †cvkvK evRv‡i †h
my‡hvM m„wó n‡qwQj mgqgZ †mUv MÖnY Kivi Kvi‡Y ‰Zwi ‡cvkvK wk‡í evsjv‡`k m‡ev©”P ê‡`wkK gy`vª
AR©b Ki‡Z cvi‡Q|
2. ûgwK †gvKv‡ejv (Protecting from Threat): cwi‡ek we‡køl‡Yi gva¨‡g †Kv¤úvwb Zvi m¤v¢e¨
ûgwK¸‡jv mn‡RB †gvKv‡ejv Ki‡Z cv‡i| GB ûgwK¸‡jv †h‡Kvb mgq †h †Kvb cwiw¯’wZ‡Z Avm‡Z
cv‡i| cwi‡e‡ki ûgwK¸‡jvi cÖK…wZ hw` wbY©q Kiv _v‡K, Z‡e mn‡RB G‡ì †gvKv‡ejv Kiv hvq| ˆZwi

†cvkv‡K wk‡í Ab¨ cÖwZ‡hvMx †`‡ki Abyc‡Ö ek ev KvuPvgv‡ji msKU BZ¨vw` SzuwKi wel‡q c~e© †_‡KB GKwU
iƒc †iLv cÖYqb Kiv _vK‡j mn‡RB GB ûgwK †gvKv‡ejv Kiv hv‡e|
3. wm×všÍMÖnY (Decision Making): wecYb cwi‡ek m¤ú‡K© Rvbv _vK‡j GKRb wecYbKvixi c‡ÿ bvbv
ai‡Yi wm×všÍ MÖnY Kiv mnR nq|‡Kv¤úvwbi I ‡Kv¤úvwbi evB‡ii cwi‡e‡ki cÖwZUv ‡ÿÎ we‡kølb K‡i
Zv KZUv msMwZc~Y© we‡ePbv K‡i ¸iæZ¡c~Y© wm×všÍ MÖnY Kiv cÖ‡qvRb| bZzevwecYb Kvh©µg cwiPvjbv Kiv
m¤¢e nq bv|
4. mgš^qmvab (Coordinating): wecY‡bi wewfbœ Kvh©µg A_v©r cY¨, g~j¨, eÈb ev cÖmvi Kvh©µgmg~‡ni
g‡a¨ myôz mgš^q K‡i GKwU mvgwMÖK Kvh©µg MÖnY Kiv nq †hb †Kv¤úvwb Zvi D‡Ïk¨ mdjfv‡e AR©b
Ki‡Z cv‡i| Gi Rb¨ c~e©kZ© n‡jv wecYb cwi‡ek we‡kœlY|
5. wecYb †KŠkj Aej¤^b (Adopting Marketing Strategy): cwi‡ek Abyhvqx wewfbœ ai‡Yi wecYb
†KŠkj MÖnY Ki‡Z nq| wecYb †KŠkj MÖn‡Yi Rb¨ Af¨šÍixY wel‡qi mv‡_ evwn¨K welq‡K mgš^q Kiv
nq|
6. cÖwZ‡hvwMZv †gvKv‡ejv (Tackling Competition): evRv‡i GKwU cÖwZôvb‡K wewfbœ cÖwZ‡hvwMZvi
gy‡LvgywL n‡Z nq| †Kvb Kvi‡Y Drcv`b e¨nZ n‡q mieivn Kg n‡Z cv‡i| GB †ÿ‡Î cÖwZ‡hvMx†Kv¤úvwb
evRvi `Lj K‡i wb‡Z cv‡i| cÖwZ‡hvMx‡ì †gvKv‡ejv Kivi Rb¨ wecYb cwi‡ek m¤ú‡K© memgq mRvM
_vK‡Z nq|
7. Pvwn`v we‡kølY (Analyzing Demand): †fv³v‡ì cÖ‡qvRb I Pvwn`v c~i‡Yi Rb¨ cwi‡ekMZ wewfbœ
Dcv`vb m¤ú‡K© wecYbKvix‡K Rvb‡Z nq| †fv³v‡ì cwiewZ©Z Pvwn`v, Avq, iæwP BZ¨vw` welq¸‡jv
Pvwn`vi Dci cÖfve we¯Ívi K‡i _v‡K| ZvB h_vh_ Pvwn`v we‡køl‡Yi Rb¨ wecYb cwi‡e‡ki welq¸‡jv
wVK gZ g~j¨vqb cÖ‡qvRb|
eëmv evwY‡Rï Dbœq‡b I AMÖMwZi Rb¨ wecYb cwi‡e‡ki GB mKj Dcv`v‡bi cÖfve AZ¨šÍ ¸iæZ¡c~Y|© GB mKj
cwi‡ekMZ Dcv`vbmg~n‡K AvMÖvn¨ K‡i wecYbKvixwecYbm¤úwK©Z wm×všÍMnÖ Y Ki‡jwecYb Kvh©µg mdjfv‡e
cwiPvjbv Kiv `yiƒn n‡e | ZvB wecYb cwi‡e‡ki Dcv`vbmg~n ¸iæ‡Z¡i mv‡_ we‡ePbv Kiv DwPZ|
e¨wóK I mvgwóK cwi‡e‡ki Dcv`vbmg~n wjLyb|

e¨wóK cwi‡ek mvgwóK cwi‡ek
wkÿv_©xi KvR
mvims‡ÿc:
gvby‡li Rxebaviv Ges Kvh©vewji Dci cÖfve we¯ÍviKvix cvwicvwk¦K
© Ae¯’v‡K cwi‡ek e‡j| †Kvb GKwU cY¨ ev
†mev wecYb Ki‡Z †M‡j †h mg¯Í cÿ ev kw³ cÖfve we¯Ívi Ki‡Z cv‡i Zv‡ì mgwó‡K wecYb cwi‡ek e‡j|
wecYb cwi‡ek cwieZ©bkxj, †Kvb mgq w¯’i bq|wecY‡bi Kvh©µ‡gi Dci cÖfve m„wóKvix cwi‡e‡ki
Dcv`vbmg~n‡K `yBfv‡M fvM Kiv hvq| h_v- e¨wóK cwi‡ek I mvgwóK cwi‡ek|‡Kv¤úvwbi wecYb Kvh©µ‡gi
Dci cÖZ¨ÿfv‡e cÖfve we¯ÍviKvix kw³, Dcv`vb ev cÿmg‡~ni mgwó‡K mvgwóK cwi‡ek e‡j| Avi ‡Kv¤úvwbi

wecYb Kvh©µ‡gi Dci c‡ivÿfv‡e cÖfve we¯ÍviKvix kw³, Dcv`vb ev cÿmg‡~ni mgwó‡K e¨wóK cwi‡ek
e‡j|e¨wóK I mvgwóK cwi‡e‡ki g‡a¨ †ek wKQz cv_©K¨ jÿ¨ Kiv hvq| Dcv`vb, AvIZv, Ae¯’vb, wbqš¿Y,
cwieZ©bkxjZv, c~e©vbygvb I wm×všÍMÖn‡Yi wfwË‡Z e¨wóK I mvgwóK cwi‡e‡ki g‡a¨ cv_©K¨ Kiv hvq|wecYb
cwi‡ek ‡Kv¤úvwbi Rb¨ ¸iæZ¡c~Y© welq| ZvB my‡hvM A‡š^lY, ûgwK †gvKv‡ejv, wm×všÍMnÖ Y, mgš^qmvab,
wecYb †KŠkj, cÖwZ‡hvwMZv †gvKv‡ejv I Pvwn`v we‡kølY Kivi Rb¨ wecYbKvix‡K wecYb cwi‡ek ¸iæ‡Z¡i
mv‡_ ch©‡eÿY Ki‡Z nq|
mwVK DË‡ii cv‡k wUK& (√√) wPý w`b-

1| wecYb cwi‡ek‡K Kq fv‡M fvM Kiv hv?
K) `yB L) w`b
M) cuvP N) mvZ
2| wecYb cwi‡e‡ki †ÿ‡Î wb‡Pi †Kvb&wU cÖ‡hvR¨?
i) wbqš¿Y‡hvM¨ I Awbqš¿Y‡hvM¨ Dcv`v‡bi mgwó
ii) wecYb Kvh©µ‡gi Dci cÖZ¨ÿ I c‡ivÿ cÖfve m„wóKvix Dcv`vbmg~n
iii) wecY‡b Kvh©µ‡g mdjZv AR©bKvix mKj Dcv`vb
K) i Iii L) iiIiii
3| mvgwóK cwi‡e‡ki Dcv`vb wb‡Pi †Kvb&wU?
K) ‡Kv¤úvwb L) Rb‡Mvôx
M) mvs¯‹„wZK cwi‡ek N) ga¨¯’ eëmvqx
4| wecYb cwi‡ek ‡Kv¤úvwbi Rb¨ †Kvb&wU m„wó K‡i?
K) my‡hvM m„wó K‡i L) ûgwK m„wó K‡i
M) AwbwðqZv m„wó K‡i N) Dc‡ii me¸‡jv
5| ‡Kvb&wU wecYb cwi‡e‡ki wbqš¿Y‡hvM¨ kw³?
K) wecYb ga¨¯’ eëmvqx L) ivR‰bwZK kw³
M) A_©‰bwZK kw³ N) cªhyw³MZ cwi‡ek

cvV-2.2 e¨wóK cwi‡ek : Dcv`vbmg~n I wecY‡b Gi cÖfve

Micro-Environment: Elements and Its Influences in
Marketing
D‡Ïk¨

• wecY‡b e¨wóK cwi‡ek Kx Zv eyS‡Z cvi‡eb;
• e¨wóK cwi‡e‡ki wewfbœ Dcv`vbmg~n‡K e¨vL¨v Ki‡Z cvi‡eb I Gi ¸iæZ¡ Rvb‡Z cvi‡eb; Ges
• GB mKj Dcv`vbmg~n wecY‡bi Kvh©µ‡g wKfv‡e cÖfve we¯Ívi K‡i Zv we‡kølY Ki‡Z cvi‡eb|
mieivnKvix, ga¨¯’eëmvqx, MÖvnK, cÖwZ‡hvMx, Rb‡Mvwô|

e¨wóK cwi‡e‡ki msÁv (Definition of Micro Environment)

e¨wóK kãwU G‡m‡Q Bs‡iwR kã ‘Micro’ †_‡K hvi DrcwË MÖxK kã ‘Mikros’n‡Z| Gi A_© n‡”Q
ÿz`|ª wecYb cwi‡e‡ki A‡cÿvK…Z ÿz`ª †h Dcv`vb¸‡jv †Kv¤úvwbi wecYb Kvh©µg‡K mivmwi cÖfvweZ K‡i, Ggb
cÿ¸‡jvi mgwó‡K e¨wóK cwi‡ek e‡j|
e¨wóK cwi‡ek m¤ú‡K© wewfbœ e¨w³i gZvgZ wb‡¤œ Zz‡j aiv n‡jv:
Philip Kotlter & Gary Armstrong Gi g‡Z,“The micro-environment consists of the actors
close to the company that affect its ability to serve its customers- the company, suppliers,
marketing intermediaries, customer markets, competitors and publics.” A_©vr e¨wóK cwi‡ek
‡mB mKj kw³i mgš^‡q MwVZ †h¸‡jv ‡Kv¤úvwbi mv‡_ Nwbôfv‡e RwoZ Ges hv ‡Kv¤úvwbi †µZ †K ‡mev
cÖ`v‡b cÖfve m„wó K‡i|G mKj kw³i g‡a¨ i‡q‡Q †Kv¤úvwb, mieivnKvix, ga¨¯’eëmvqx, †µZvi evRvi,
cÖwZ‡hvMx Ges Rb‡Mvôx|
Adrian Palmer e‡jb,"The micro environment describes those elements which impinge
directly on a company.” A_v©r e¨wóK cwi‡ek n‡jv †m me Dcv`vb hv ‡Kv¤úvwbi Dci mivmwi cÖfve
we¯Ívi K‡i|
DcwiD³ Av‡jvPbv I msÁv n‡Z e¨wóK cwi‡ek m¤ú‡K© wb‡¤œv³ aviYv cvIqv hvq-
 GB cwi‡e‡ki AšÍ©MZ n‡jv wbqš¿Y‡hvM¨ kw³mg~n;
 GB cwi‡ek ‡Kv¤úvwbi wecYb Kvh©µ‡giDci cÖZ¨ÿfv‡e cÖfve m„wó Ki‡Z cv‡i;
 †Kv¤úvwbi Dci cÖfve we¯ÍviKvix cwi‡e‡ki A‡cÿvK…Z ÿz`ª kw³¸‡jv wb‡q e¨wóK cwi‡ek MwVZ;
 e¨wóK cwi‡e‡ki Dcv`vb¸‡jv n‡jv‡Kv¤úvwb, mievinKvix, ga¨¯’ eëmvqx, †µZv, cÖwZ‡hvMx Ges
Rb‡Mvôx|
cwi‡k‡l ejv hvq †h, e¨wóK wecYb cwi‡ek n‡jv mvgwMÖK wecY‡bi GKUv Ask hvi Dci†Kv¤úvwb wbqš¿Y eRvq
ivL‡Z cv‡i| G mKj cwi‡ekMZ Dcv`vb‡K we‡ePbv K‡i wecYbKvix‡K cwiKíbv cÖYqb Ki‡Z nq| Giv
cÖZ¨ÿfv‡e cÖfve we¯Ívi Ki‡jI wecYbKvix wewfbœ Kvh©µ‡gi gva¨‡g G‡ì wbqš¿Y Ki‡Z cv‡i|

e¨wóK cwi‡e‡ki Dcv`vbmg~n (Elements of Micro Environment)

BwZc~‡e¨ Avc‡b †R‡b‡Qb †h, e¨wóK cwi‡e‡ki Dcv`vb¸‡jv †Kv¤úvwbi wecYb Kvh©µ‡gi Dci cÖZ¨ÿfv‡e cÖfve
we¯Ívi K‡i| ‡Kv¤úvwbi e¨wóK cwi‡e‡ki Dcv`vbmg~nwb‡gœi wP‡Îi mvnv‡h¨ †`Lv‡bv n‡jv-
‡µZv
wecYb
ga¨¯’Kvievix
cÖwZ‡hvMx
mieivnKvwi
‡Kv¤úvwb Rb‡Mvôx
wecYb
wPÎ 2.3: e¨wóK wecYb cwi‡e‡ki cÖKvi‡f`

wPÎ 2.3 Abyhvqx mieivnKvix, †Kv¤úvwb, cÖwZ‡hvMx, ga¨¯’eëmvqx, †µZvmvaviY I Rb‡Mvôx - G Dcv`vb¸‡jvi
mgš^‡q e¨wóK cwi‡ek MwVZ hv wecYb Kvh©µ‡gi Dci cÖZ¨ÿfv‡e cÖfve we¯Ívi K‡i| wb‡gœ GKwU †Kv¤úvwbi
e¨wóK cwi‡e‡ki Dcv`vbmg~‡ni Dci Av‡jvPbv Kiv n‡jv-
1. †Kv¤úvwb (Company): GKwU †Kv¤úvwb KwZcq m`‡mï mgš^‡q AvBbMZ Dcv‡q m„ó|‡Kv¤úvwbi
wfZ‡ii mKj Dcv`vbwecYb Kvh©vewj m¤úv`‡b cÖfve we¯Ívi K‡i|
2. mieivnKvix (Supplier): mieivnKvix n‡”Q mKj e¨w³ ev †Kv¤úvwb, hviv ‡Kv¤úvwbi cY¨ Drcv`‡b
eënv‡ii Rb¨ cÖ‡qvRbxq m¤ú‡ì †hvMvb †`q| GKwU ‡Kv¤úvwb hw` Mvwo Drcvv`b K‡i, Z‡e
mieivnKvix Mvwo Drcv`‡bi mKj cÖ‡qvRbxq KvuPvgvj I hš¿cvwZ †hvMvb w`‡q _v‡K|
3. ga¨¯’Kvievix (Marketing Intermediaries): ‡h mKj e¨w³ ev †Kv¤úvwb Drcv`bKvixi Drcvw`Z
cY¨P~ovšÍ †fv³v‡ì wbKU weµq K‡i Ges eÈb I cÖmvig~jK Kg©Kv‡Û mnvqZv K‡i Zv‡ì wecYb
ga¨¯’Kvievix ev ga¨¯’eëmvqx e‡j|
4. MÖvnK (Customers): hviv wecYbKvixicY¨ I †mevmvgMÖx µq K‡i, Zv‡ì‡K †µZv ev MÖvnK ejv nq|
†Kv¤úvwbi jÿ¨ AR©‡bi ‡ÿ‡Î †µZv‡ì cÖfve AZ¨šÍ e¨vcK| ZvB wecYbKvix‡K MÖvnK‡ì mv‡_ Kvh©Ki
†hvMv‡hvM ¯’vc‡bi c`‡ÿc MÖnY Ki‡Z nq|
5. cÖwZ‡hvMx (Competitors): cÖvq cÖ‡Z¨KwU ‡Kv¤úvwb‡K cÖwZ‡hvwMZvi m¤§yLxb n‡Z nq| we‡kl K‡i
mgRvZxq †Kv¤úvwb¸‡jv‡K GB cÖwZ‡hvwMZv e¨vcKfv‡e †gvKv‡ejv Ki‡Z nq| eZ©gvb cÖwZ‡hvwMZvg~jK
cwi‡e‡k cÖwZwU †Kv¤úvwb †Póv Ki‡Q m‡ev©”P evRvi ‡kqvi `Lj Ki‡Z| ZvB Zviv cÖwZwbqZ †fv³v‡ì
Rb¨ wewfbœ iKg my‡hvM myweav cÖ`vb Ki‡Z e¨¯Í|
6. Rb‡Mvwô (Publics): Rb‡Mvôx n‡jv Ggb GKwU `j ev †Mvôx hviv †Kv¤úvwbi D‡Ïk¨ AR©‡bi Dci
cÖZ¨ÿ I c‡ivÿfv‡e cÖfve we¯Ívi Ki‡Z cv‡i| ZvB wecYb cwiKíbv cÖYqb Kivi Rb¨ wecYbKvix‡K
evRv‡ii AwaKvsk RbM‡Yi K_v we‡ePbv Ki‡Z nq|

cY¨ wecY‡b e¨wóK cwi‡e‡ki cÖfve (Influence of Micro-Environment on Marketing of

Products)
†Kv¤úvwbi cY¨ ev wecY‡b e¨wóK cwi‡ek cÖZ¨ÿfv‡e cÖfve we¯Ívi K‡i| wb‡¤œ Zv Av‡jvPbv Kiv n‡jv -
1. ‡Kv¤úvwb (Company): †Kv¤úvwbi Kvh©ewji Dci wecYb Kvh©µg A‡bKvs‡k wbf©ikxj| ZvB †Kv¤úvwbi
cÖ‡Z¨KwU wefvM‡K wb‡R‡ì g‡a¨ mgš^q †i‡L Kvh© cwiPvjbv Ki‡Z nq| †Kv¤úvwbiD”P eë¯’vcbvmn
wewfbœ wefvM _v‡K, †hgb Drcv`b, wecYb, wnmve I A_©, M‡elYv I Dbœqb wefvM BZ¨vw`|
2. mieivnKvix (Suppliers): mieivnKvixi `ÿZvi Dci ‡Kv¤úvwbi Drcv`b eë¯’v wbf©ikxj| KvuPvgv‡ji
mieiv‡ni NvUwZ A_ev AwZwi³ mieivn A_ev µzwUc~Y© mieiv‡ni Kvi‡YDrcvw`Z c‡Yï gvb Lvivc
n‡j cb¨weµq Kiv hvq bv| d‡j †Kv¤úvwbi mybvg `xN©‡gqv‡` ÿwZMÖ¯Í n‡Z cv‡i| ZvB wecYbKvix‡K
mieivnKvix wbev©P‡bi †ÿ‡Î K‡qKwU wel‡qi cÖwZ we‡kl bRi w`‡Z nq| †m¸‡jv n‡jv- mwVK gv‡bi
cY¨ mieivnKivi mvg_© Av‡Q wKbv; mwVK g~‡j¨ mieiv‡ni wbðqZv; mwVK mg‡qi g‡a¨ gvj mieiv‡ni
wbðqZv; wbqwgZ cY¨ mieiv‡ni wbðqZv; evKx‡Z cY¨ mieiv‡ni mvg_©; mieivnKvixi cY¨ mieiv‡ni
AwfÁZv I `ÿZv Ges mieivnKvixi Dci wbqš¿Y|
3. ga¨¯’Kvievix (Intermediaries): wecYb Kvh©µ‡g wewfbœ ai‡bi ga¨¯’Kvievix wb‡qvwRZ _v‡K| Giv
µq-weµ‡q mnvqZvi Rb¨ †µZv‡ì mv‡_ RwoZ _v‡K| ga¨¯’eëmvqx Drcv`‡Ki KvQ †_‡K mivmwi cY¨
µq K‡i P~ovšÍ †fv³vi Kv‡Q mieivn K‡i| wKQz ga¨¯’eëmvqx cY¨ msiÿY K‡i Ges Drcv`‡bi ¯’vb
†_‡K MšÍ‡e¨ †cŠuQv‡Z mvnvh¨ K‡i|
4. †µZv ev MÖvnK (Customers): †Kv¤úwb wewfbœ ai‡Yi †µZv ev MÖvnK Øviv cÖfvweZ nq hvi cÖ‡Z¨KwUi
Avjv`v Avjv`v êwkó¨ i‡q‡Q| GB êwkó¨mg~n we‡ePbv K‡i cÖ‡Z¨KUv evRv‡ii Rb¨ Avjv`v Avjv`v
wecYb †KŠkj MÖnY Ki‡Z nq|
5. cÖwZ‡hvMx (Competitors): cÖwZwU †Kv¤úvwb‡K cÖwZ‡hvwMZvi gy‡LvgywL n‡Z nq| †h evRv‡i GKB ai‡bi
Drcv`‡Ki msL¨v ‡ewk †mLv‡b cÖwZ‡hvwMZv Zxeª nq| wecYbKvix‡K evRv‡i wU‡K _vKvi Rb¨ me©`v Zvi
cÖwZ‡hvMx‡ì `ye©jZv, mxgve×Zv Lyu‡R †ei Ki‡Z nq Ges cÖ‡qvRbxq wecYb †KŠkj cÖYqb Ki‡Z nq|
6. Rb‡Mvôx (Publics): wecYbKvix‡K Rb‡Mvôxi mv‡_ Kvh©Ki †hvMv‡hvM eë¯’vi gva¨‡gmym¤úK© cÖwZôv
K‡i †Kv¤úvwbi mybvg a‡i ivL‡Z nq| wewfbœ ai‡bi Rb‡Mvôxi g‡a¨ i‡q‡Q K) A_©ms¯’vbKvix Rb‡Mvôx
(Financial Publics) ‡hgb e¨vsK, wewb‡qvM ms¯’v, †kqvi evRvi BZ¨vw`; L) wgwWqv Rb‡Mvwô (Media
Publics) †hgb cÎ-cwÎKv, †iwWI, †Uwjwfkb, g¨vMvwRb BZ¨vw`; M) miKvwi Rb‡Mvwô (Government
Publics) †hgb c‡Yï wbivcËv, weÁvc‡bi mZZv, cwi‡ek `~lY, c‡Yï gvb BZ¨vw` hvPvBKvixmiKvwi
ms¯’vmg~n; N) bvMwiK Rb‡Mvwô (Citizen Action Publics) ‡hgb †fv³v msMVb, cwi‡ekev`x †RvU,
msL¨vjNy m¤cÖ`vq BZ¨vw`; O) ¯’vbxq Rb‡Mvwô (Local Publics) †hgb cÖwZ‡ekx, KwgDwbwU K¬ve, mwgwZ
BZ¨vw`; P) mvaviY Rb‡Mvwô (General Publics) Ges Q) ‡Kv¤úvwbi Af¨šÍixY Rb‡Mvwô (Internal
Publics) †hgb kªwgK, Kg©Pvix, Kg©KZ©v, eë¯’vcK, cwiPvjKgÛjx BZ¨vw`|
wewfbœ ai‡Yi Rb‡Mvôxi D`vniY w`b|

evRvi D`vniY
mvaviY
wkÿv_©xi KvR wgwWqv
A_©ms¯’vbKvix
Af¨šÍixY
bvMwiK

mvims‡ÿc:
e¨wóK cwi‡ek ej‡Z H mKj Dcv`vb‡K eySvq hv GKwU †Kv¤úvwbi Dci mivmwifv‡e cÖfve we¯Ívi
K‡i|‡Kv¤úvwb ej‡Z Ggb GKwU ms¯’v‡K eySvq †hLv‡b KwZcq m`m¨ wgwjZ n‡q AvBbMZfv‡e wecYb Kvh©µg
m¤úv`‡b AskMÖnY K‡i| kxl© eë¯’vcbvi AšÍ©f³ y e¨w³iv n‡jb wbev©nx KwgwU, cwiPvjK cl©`, eë¯’vcK, kxl©
wbev©nx KZ©gZv©| mvaviYZP~ovšÍ cY¨ Drcv`‡b hviv KvuPvgvj ev LyPiv hš¿vsk mieivn K‡i ZvivB
mieivnKvix|‡h mKj eëmvqx µq-weµ‡q mnvqZv Kivi Rb¨ †µZv AbymÜvb K‡i ZvivB wecYb
ga¨¯’Kvievix| e¯‘MZ eÈb dvg©¸‡jv †Kv¤úvwbi Drcvw`Z cY¨ Drcv`b ¯’vb †_‡K MšÍe¨ ¯’v‡b †cŠu‡Q w`‡Z Ges
cY¨ gRy`Ki‡Y mvnvh¨ K‡i _v‡K| wecY‡b †mev`vbKvix †Kv¤úvwb¸‡jv n‡”Q wecYb M‡elYv dvg©, weÁvcb
ms¯’v, wgwWqv dvg© BZ¨vw`| wewfbœ e¨vsK, wegv I FY cÖ`vbKvix †Kv¤úvwb wb‡qAvw_©K ga¨¯’eëmvqx MwVZ|hviv
wecYbKvix ‡Kv¤úvwbi cY¨ I †mevmvgMÖx µq K‡i Zv‡ì‡K †µZv e‡j| hviv e¨w³MZ †fv‡Mi Rb¨ cY¨ µq
K‡i Zv‡ì‡K wb‡q †fv³v evRvi Ges cY¨ cÖwµqvKi‡Yi Rb¨ cY¨ µq Kiv n‡j Zv‡K eëmvq evRvi e‡j|
hviv cybtweµ‡qi Rb¨ cY¨ µq K‡i Zv‡ì wb‡q cybt weµZvi evRvi MwVZ nq| GQvovI ‡µZv wn‡m‡e
i‡q‡QmiKvwi I AvšÍRv© wZK evRvi|mvaviYZ GKB RvZxq cY¨ ev †mev Drcv`bKvix I wecYbKvix †Kv¤úvwb
cÖ‡Z‡KB G‡K A‡bï cÖwZ‡hvMx|Rb‡Mvôx ej‡Z RbM‡bi H Ask‡K eySvq hv‡ì ‡Kv¤úvwbi Dci cÖfve _v‡K|
Rb‡Mvôx wn‡m‡e i‡q‡Q A_©ms¯’vbKvix, MYgva¨g, miKvwi ms¯’v, bvMwiK, ¯’vbxq Rb‡Mvôx, mvaviY RbMY I
Af¨šÍixY Rb‡Mvôx|

1| e¨wóK wecYb cwi‡e‡ki cÿbq †KvbwU?
K) †Kv¤úvwb L) cÖwZ‡hvMx
M) Rb‡Mvôx N) AvBbMZ cwi‡ek
2| wb‡Pi †Kvb&wU †Kv¤úvwbi Kvh©µ‡gi g‡a¨ AšÍ©fy³?
K) e¯‘MZ eÈb Kvh© L) Avw_©K ga¨¯’Kvievix
M) M‡elYv I Dbœqb N) mieivnKvix
3| †µZv evRv‡ii †kªwYfz³ †KvbwU?
K) eëmvq evRvi L) ¯’vbxq evRvi
M) weµq †K›`ª N) A_©‰bwZK evRvi
4| †h‡Kv‡bv ‡Kv¤úvwbi wecYb Kvh©µ‡gi Rb¨ Af¨šÍixY Rb‡Mvôx AZ¨šÍ ¸iæZ¡c~Y|© Af¨šÍixY Rb‡Mvôx ej‡Z
†evSvq-
i) ‡Kv¤úvwbi kÖwgK I Kg©Pvix
ii) ‡Kv¤úvwbi †¯^”Qv‡meK
iii) ‡Kv¤úvwbi cwiPvjKgÛjx
K) i Iii L) ii I iii
5| Rb‡Mvôxi AšÍ©fz³ †Kvb&wU?
K) wgwWqv L) ‡fv³v
M) cÖwZ‡hvMx N) ga¨¯’eëmvqx

cvV-2.3 mvgwóK cwi‡ek : Dcv`vbmg~n I wecY‡b Gi cÖfve

Macro-Environment: Elements and Its Influences on
Marketing
D‡Ïk¨

• wecY‡bi mvgwóK cwi‡ek Kx Zv eyS‡Z cvi‡eb;
• mvgwóK cwi‡e‡ki Dcv`vbmg~n e¨vL¨v Ki‡Z cvi‡eb I Gi ¸iæZ¡ Rvb‡Z cvi‡eb; Ges
• mvgwóK cwi‡e‡ki Dcv`vbmg~n wKfv‡e wecYb Kvh©µg‡K cÖfvweZ K‡i Zv we‡kølY Ki‡Z cvi‡eb|
RbmsL¨vMZ cwi‡ek, A_©‰bwZK cwi‡ek, cÖvK…wZK cwi‡ek, cÖhyw³MZ

g~L¨ kãgvjv(Keywords) cwi‡ek, ivR‰bwZK cwi‡ek, mvs¯‹…wZK cwi‡ek|
mvgwóK cwi‡e‡ki msÁv (Definition of Macro-Environment)

mvgwóK kãwU Bs‡iwR Macro k‡ãi evsjv cÖwZkã, hv MÖxK kã Makros n‡Z G‡m‡Q| Gi A_© n‡jv
eo| ‡h mKj Awbqš¿Y‡hvM¨ kw³ wecYb Kvh©µ‡g c‡ivÿfv‡e cÖfve we¯Ívi K‡i Zv‡ì mw¤§wjZ cÖfve‡K mvgwóK
cwi‡ek e‡j| mvgwóK cwi‡e‡ki Dci cÖfve m„wóKvix kw³¸‡jv n‡jv RbmsL¨vMZ, A_©‰bwZK, cÖvK…wZK,
cÖhyw³MZ, ivR‰bwZK Ges mvs¯‹…wZK| G mg¯Í Dcv`vb e¨vwn¨K I Awbqš¿Y‡hvM¨ kw³ Øviv cwiPvwjZ nq| G
mKj Dcv`vb ‡Kv¤úvwbi cY¨ wecY‡bi †ÿ‡Î wewfbœ my‡hv‡Mi mv‡_ mv‡_ SzuwKiI m„wó K‡i|
mvgwóK cwi‡ek m¤ú‡K© `ywU msÁv GLv‡b D‡jøL Kiv n‡jv:
Philip Kotler & Gary Armstrong Gi g‡Z,“The macro environment consists of the larger
societal forces that affect the micro environment- demographic, economic, natural,
technological, political and cultural forces.” A_©vr e¨wóK cwi‡e‡ki Dci cÖfve we¯ÍviKvix e„nËi
mvgvwRK kw³mg~n h_v RbmsL¨vMZ, A_©‰bwZK, cÖvK…wZK, cÖhyw³MZ, ivR‰bwZK Ges mvs¯‹…wZK kw³¸‡jv
wb‡q mvgwóK cwi‡ek MwVZ|
Adrian Palmer wecY‡bi †h msÁv cÖ`vb K‡i‡Qb Zv n‡jv,“The macro-environment describes
things which are beyond the immediate environement but can nevertheless affect on
organizations.” A_©vr mvgwóK cwi‡ek ‡mB mKj Dcv`vb‡K wb‡`©k K‡i †h¸‡jv cÖZ¨ÿ cwi‡e‡ki
evB‡i _vKv m‡Ë¡I msMVb‡K cÖfvweZ Ki‡Z cv‡i|
DcwiD³ Av‡jvPbv I msÁv n‡Z mvgwóK cwi‡ek m¤ú‡K© wb‡¤œv³ aviYv cvIqv hvq-
 mvgwóK cwi‡e‡ki AšÍM© Z n‡jv evwn¨K I Awbqš¿Y‡hvM¨ kw³mg~n;
 GB cwi‡ek ‡Kv¤úvwbi Rb¨ SzuwK I my‡hvM DfqB m„wó Ki‡Z cv‡i;
 ‡Kv¤úvwbi Dci cÖfve we¯ÍviKvix cwi‡e‡ki e„nËi kw³¸‡jv wb‡q mvgwóK cwi‡ek MwVZ;
 †Kv¤úvwb †_‡K mivmwi`~‡i _vKvi c‡iI G cwi‡e‡ki Dcv`vb¸‡jv †Kv¤úvwb‡K cÖfvweZ K‡i; Ges
 mvgwóK cwi‡e‡ki Dcv`vb¸‡jv n‡jv - RbmsL¨vMZ, A_©‰bwZK, cÖvK…wZK, cÖhyw³MZ, ivR‰bwZK Ges
mvs¯‹…wZK|

myZivs ejv hvq †h, mvgwóK cwi‡ek n‡jv e„nËi mvgvwRK kw³mg~n hv †Kv¤úwbi Kvh©µ‡gi Dci c‡ivÿfv‡e
cÖfve we¯Ívi K‡i Ges Gi cÖfve¸‡jv ‡Kv¤úvwbi c‡ÿ GKKfv‡e wbqš¿Y Kiv m¤¢e nq bv|
mvgwóK cwi‡e‡ki Dcv`vbmg~n (Elements of Macro Environment)

mvgwóK cwi‡e‡ki Dcv`vb¸‡jv †Kv¤úvwbi wecYb Kvh©µ‡gi Dci c‡ivÿfv‡e cÖfve we¯Ívi K‡i| wb‡gœ wP‡Îi
mvnvh¨ Dcv`vb¸‡jvi eY©bv †Ìqv n‡jv-
cÖhyw³MZ kw³mg~n
cÖvK…wZK
kw³mg~n
ivR‰bwZK
A_©‰bwZK kw³mg~n
kw³mg~n
RbmsL¨vMZ mvs¯‹…wZK
kw³mg~n ‡Kv¤úvwb kw³mg~n
wPÎ 2.3 t †Kv¤úvwbi mvgwóK cwi‡e‡ki cÖavb kw³mg~n

1. RbmsL¨vMZ cwi‡ek (Demographic Environment): wecYbKvixi Rb¨ cÖ_g Ges cÖavb welq n‡jv
RbmsL¨v| cwi‡e‡ki GKUv Ab¨Zg Dcv`vb wnmv‡e RbmsL¨v wecY‡bi Dci cÖfve †d‡j| †Kvb GKwU
wbw`©ó AÂ‡ji RbmsL¨vi AvqZb, NbZ¡, Ae¯’vb, MwZkxjZvi aviv, eqm, eY©, †ckv BZ¨vw` Dcv`v‡bi
mgš^‡q MwVZ Ae¯’vB RbmsL¨v cwi‡ek| RbmsL¨v cwi‡ek wecYbKvixi Kv‡Q g~j AvMÖ‡ni welq; KviY
Gi m‡½ RbMY RwoZ Ges RbMYB evRvi m„wó K‡i|
2. A_©‰bwZK cwi‡ek (Economic Environment): GKwU †`‡ki A_©‰bwZK cwi‡ek m¤ú‡K© aviYv
cvIqv hvq †m †`‡ki gvby‡li RxebhvÎvi gv‡bi Øviv| ïaygvÎ evRv‡i cY¨ mieivn KivUv wecYbKvixi
cÖavb KvR bq eis evRv‡i †µZv‡ì µqÿgZv we‡ePbv K‡i Zv‡K cY¨ mieivn Ki‡Z nq| myZivs
c‡Yï wecY‡b †µZvi A_©‰bwZK Ae¯’vI cÖfve we¯Ívi K‡i|
3. cÖvK…wZK cwi‡ek (Natural Environment): †Kvb †`‡ki Rjevqy, b`-b`x, AvenvIqv, cÖvK…wZK m¤ú`
BZ¨vwì mgš^‡q †`kwUi cÖvK…wZK cwi‡ek MwVZ nq| GB mKj cÖvK…wZK cwi‡ek †Kv¤úvwbi wecYb
Kvh©vewj‡K cÖfvweZ K‡i| cÖvK…wZK cwi‡ek †mB †`‡ki Drcv`b, eÈb, †fvM, RxebhvÎv BZ¨vwì Dci
e¨vcK cÖfve we¯Ívi K‡i _v‡K| ‡hgb- kxZKv‡j Mig †cvkv‡Ki Pvwn`v e„w× cvq, MigKv‡j †fv³viv kxZ
e¯¿ µq K‡i bv| wecYbKvix‡K cÖvK…wZK cwi‡e‡ki welqwU me©`v ¸iæ‡Z¡i mv‡_ we‡ePbv Ki‡Z n‡e|
4. cÖhyw³MZ cwi‡ek (Technological Environment): cÖhyw³MZ cwi‡e‡ki Dcv`vb¸‡jvi gva¨‡g bZzb
cY¨ D™¢veb Kiv nq| AveviGiƒc cwi‡ek wecYb Kvh©µ‡g bZzb my‡hvM I ûgwKiI m„wó K‡i| cÖhwy ³MZ
Dbœq‡bi gva¨‡g GKwU †`‡k wbZ¨bZzb êwPÎ¨gq cY¨ Drcv`‡bi gva¨‡g eëmv evwYR¨‡K MwZkxj ivLv
m¤¢e nq| cÖhyw³i Dbœq‡bi d‡j bZzb cY¨, †fvM I †mevi êwPÎ¨ †`Lv hvq|
5. ivR‰bwZK cwi‡ek (Political Environment): wecYb Kvh©vewji Dci cÖfve m„wóKvix wewfbœ miKvwi
ms¯’v Ges mvgvwRK ¯^v_© msiÿYKvix msMVb¸‡jvi Kvh©µ‡gi mgš^‡q ivR‰bwZK cwi‡ek MwVZ| miKvwi
AvBbKvbyb, ivR‰bwZK `j c×wZ, miKvwi eë¯’vi aib BZ¨vw` welq¸‡jvi cÖwZ wecYbKvix‡K bRi
w`‡Z nq|

6. mvs¯‹…wZK cwi‡ek (Cultural Environment): mvs¯‹…wZK cwi‡ek ej‡Z ‡mB mKj Dcv`vb‡K ‡evSvq
hv mgv‡Ri †gŠwjK g~j¨‡eva, AMÖvwaKvi Ges AvPiY‡K cÖfvweZ K‡i| GKwU †`k ev mgv‡Ri Rb‡Mvôxi
mvgvwRK I mvs¯‹…wZK cwi‡ek cY¨ Drcv`b‡K †hgb cÖfvweZ K‡i, †Zgwb wecYb‡KI cÖfvweZ K‡i|
mgv‡Ri mvs¯‹…wZK Dcv`vb¸‡jv m¤ú‡K© wecYbKvix‡K Rvb‡Z nq Ges †mBfv‡e wm×všÍ MÖnY Ki‡Z nq|
cY¨ wecY‡b mvgwóK cwi‡e‡ki cÖfve (Influence of Macro-Environment on Marketing of Products)

1. RbmsL¨vMZ cwi‡ek (Demographic Environment): cY¨ wecYb Kivi c~‡e© wecYbKvixv RbmsL¨v
m¤úwK©Z †h mg¯Í welq Rvbv cÖ‡qvRb ev we‡ePbv Kiv DwPZ Zv n‡jv RbmsL¨v e„w×, RbM‡Yi eqm KvVv‡gvi
cwieZ©b, cvwievwiK Rxebavivq cwieZ©b, RbmsL¨vi †fŠMwjK cwieZ©b, wkÿv I †ckv Ges ‰ewPÎ¨ e„w×|
2. A_©‰bwZK cwi‡ek (Economic Environment): †Kvb cY¨ wecY‡bi c~‡e© wecYbKvix‡K A_©‰bwZK Ae¯’v
m¤ú‡K© wbgœ wjwLZ welqmg~n Rvb‡Z nq:
K) Av‡qi cwieZ©bt gvÎvwËwi³ gy`ªvùxwZ, e¨vcK †eKviZ¡, A_©‰bwZK AwbðqZv BZ¨vwì Kvi‡Y †µZvi
Ae¯’vi cwieZ©b n‡Z cv‡i| Avevi ê‡`wkK F‡Yi Kvi‡Y †`‡ki A_©‰bwZK Dbœqb n‡jI †µZvi
µqÿgZv Kg‡Z cv‡i| d‡j †µZvi cÖK…Z Av‡qi n«vme„w×i Dci Zvi µqÿgZv wbf©i K‡i|
L) ‡fv³v‡ì e¨‡qi aib cwieZ©b: mgq Ges Av‡qi cwieZ©‡bi d‡j †fv³v‡ì †fv‡Mi cwieZ©b n‡q
_v‡K| †µZv‡ì Avq, RxebhvÎvi gvb, my‡ì nvi, mÂq, FY BZ¨vw` gvby‡li †fv‡Mi Dci cÖfve we¯Ívi
Ki‡Z cv‡i| wewfbœ Pjgvb cwiw¯’wZ I gvby‡li gvbwmKZvi cwieZ©‡bi Kvi‡Y †fv³v‡ì †fvM I
e¨qAf¨vm cwieZ©b n‡q _v‡K|
M) mÂ‡qi nvi Ges F‡Yi cÖvc¨Zv: mÂ‡qi cÖeYZv, F‡Yi cÖvc¨Zv, evwK‡Z cY¨ µq-weµq BZ¨vw`
†fv³v‡ì µq AvPiY‡K cÖfvweZ K‡i| †fv³v‡ì mÂ‡qi cÖeYZv e„w× †c‡j †fv‡Mi cwigvY Kg nq|
Avevi F‡Yi mnR jf¨Zv †fv‡Mi cwigvY‡K e„w× Ki‡Z cv‡i|
3. cÖvK…wZK cwi‡ek (Natural Environment): cÖvK…wZKcwi‡e‡ki wb¤œwjwLZ welq¸‡jvi cÖwZ wecYbKvix‡K
†Lqvj ivL‡Z nq-
K) KvuPvgv‡ji µgn«vmgvb ¯^íZv: c„w_ex‡Z cÖvß KvuPvgvjmg~n‡K wZb fv‡M fvM K‡i we‡ePbv Kiv nq| wKQz
Av‡Q hvi mieivn Amxg (Z‡e mwZ¨Kv‡ii Amxg ej‡Z wKQz †bB)| wKQz KuvPvgvj Av‡Q †h¸‡jv Amxg
n‡jI e„w×‡hvM¨ Ges wKQz KuvPvgvj Av‡Q †h¸‡jv Amxg wKš‘ e„w×‡hvM¨ bq| evqy, cvwb‡K Amxg ejv n‡jI
eZ©gv‡b `~lYgy³ evqy Ges cvwb wb‡q K_v n‡”Q| ebR m¤ú` ebvqb‡hvM¨ n‡jI Gi mxgve×Zv wb‡q K_v
n‡”Q| †Zj, LwbR cY¨, M¨vm BZ¨vw` m¤ú‡ì mxgve×Zv i‡q‡Q| ZvB KvuPvgv‡ji ¯^íZv wecY‡Yi
Kvh©µg‡K cÖfvweZ K‡i|
L) kw³ m¤ú‡ì e¨q e„w× (Increasing Cost of Energy): eZ©gvb mf¨Zvi cÖvq mKj Kg©Kv‡Ûi mv‡_
cÖZ¨ÿ Ges c‡ivÿfv‡e kw³ m¤ú` RwoZ _v‡K| wecY‡bi †ÿ‡Î Drcv`b †_‡K ïiæ K‡i eÈb ch©šÍ GB
kw³ m¤ú` cÖfve we¯Ívi Ki‡Q| †hgb†Z‡ji g~j¨ e„w×i mv‡_ mv‡_ Gi cÖfve co‡Q mKj A_©‰bwZK
Kg©Kv‡Ûi Dci| GLb †Z‡ji weKí wn‡m‡e †mŠi kw³ Ges cvigvbweK kw³ BZ¨vw` eënv‡ii cÖ‡Póv
Pj‡Q|
M) cwi‡ek `~l‡Yi gvÎv e„w× (Increasing Levels of Environmental Pollution): wewfbœ wk‡íi
Kvh©µg,cwienb, KjKviLvbv †_‡K wbM©Z †auvqv BZ¨vw` Øviv cÖvK…wZK cwi‡ek `~wlZ n‡”Q| Avevi wewfbœ
Drcv`b cÖwµqvq †KwgK¨vj eënv‡ii d‡j eZ©gv‡b ¯^v‡¯’ï Rb¨ weivU ûgwK n‡q ùvwo‡q‡Q|
‡hgbdigvwjb eënvi K‡i gvQ Ges dj msiÿY Kivi Kvi‡Y A‡b‡KB G mKj cY¨ eënvi †_‡K weiZ
_vK‡Q| ZvB G mKj cwieZ©b m¤ú‡K©wecYbKvix‡K AeMZ _vK‡Z nq|
N) miKv‡ii f~wgKv (Role of Government): miKvi A‡bK mgq cwi‡ek-`~lY †iv‡ai Rb¨ mivmwi
n¯Í‡ÿc K‡i| hvid‡j A‡bK mgq †Kv¤úvwb Drcv`b c×wZ I mieiv‡ni †ÿ‡Î cwieZ©b Avb‡Z eva¨
nq|

4. cÖhyw³MZ cwi‡ek (Technological Environment): cÖhyw³MZ welqwU we‡køl‡Yi Rb¨ wecYbKvix‡K

wbgœwjwLZ welq¸wji cÖwZ jÿ ivL‡Z nq-
K) cÖhwy ³ cwieZ©‡bi `ªæZZv (Faster Pace of Technological Change): cÖhyw³i cwieZ©‡bi aviv
gvby‡li RxebhvÎvi MwZ‡K cwieZ©b K‡i| eZ©gv‡b †hvMv‡hv‡Mi †ÿ‡Î B-‡gBj, B›Uvi‡bU, d¨v·,
†gvevBj †dvb BZ¨vw` ¸iæZ¡c~Y© f~wgKv ivL‡Q| ZvB cÖhyw³MZ Dbœq‡bi d‡j cyivZb c‡Yï Pvwn`v jyß
n‡q bZzb Pvwn`vi m„wó n‡”Q| evRv‡i wU‡K _vKvi Rb¨ wecYbKvix‡K Gme cwieZ©b Rvb‡Z nq|
L) D™¢vebx my‡hvM (Innovational Opportunities): cÖhyw³i Dbœq‡bi avivevwnKZvq fwel¨‡Z Av‡iv
DbœZ gv‡bi cÖhyw³i m„wó n‡Z cv‡i| eZ©gv‡b †mŠikw³, K¨Ýv‡ii Jla, DošÍ Mvwo, kxZvZc wbqwš¿Z
bMix BZ¨vw` Avwe®‹v‡ii †Póv Pj‡Q| GBme Avwe®‹v‡ii d‡jfwel¨‡Z Drcv`b I wecYb †ÿ‡Î ‰ecøweK
cwieZ©bAvbvi cÖ‡qvRb n‡e|
M) M‡elYv Ges Dbœqb Lv‡Z D”P ev‡RU (High Research and Development Budget): cÖhyw³i mv‡_
Zvj wgwj‡q Pjvi Rb¨ cÖ‡qvRb n‡jv M‡elYv Ges Dbœqb LvZ‡K myôyfv‡e cwiPvjbv Kiv| Gi Rb¨
c„w_exi A‡bK †Kv¤úvwb GKKfv‡e ev `jMZfv‡e cÖwZ eQi Gi wcQ‡b cÖPyi A_© LiP Ki‡Q|
N) ‡QvULvU gvb Dbœq‡bi cÖwZ ¸iæZ¡v‡ivc (Concentration on Minor Improvement): A‡bK
†Kv¤úvwb Zvi mvgwMÖK Dbœqb Kvh©µg cwiPvjbvi LiP enb Ki‡Z bv cvi‡j †QvULvU welq¸‡jvi gvb
Dbœqb wb‡q KvR K‡i _v‡K|
O) wbqš¿Y e„w× (Increased Regulations): †Kvb †Kvb †ÿ‡Î cÖhyw³MZ Dbœq‡bi Kvi‡Y †fv³v‡ì g‡a¨
†bwZevPK g‡bvfve ˆZwi nq, Avevi wec‡ì cÖeYZvI †e‡o †h‡Z cv‡i| †hgb,¯’vb msKzjv‡bi Rb¨
eûZjv feb gvbyl‡K f~wgK‡¤úi g‡Zv cÖvK„wZK `y‡h©v‡Mi mgq SzuwKi g‡a¨ †d‡j w`‡”Q| Avevi, cwi‡ek
msiÿ‡Yi Rb¨ cwjw_b e¨v‡Mi eënv‡ii weiæ‡× RbgZ M‡o D‡V‡Q| ZvB wecYbKvix‡K cÖhyw³i
†cÖwÿ‡Z wbqš¿Yg~jK AvBb m¤ú‡K© Rvb‡Z nq|
5. ivR‰bwZK cwi‡ek (Political Environment): ivR‰bwZK cwi‡e‡ki wbgœwjwLZ welq¸‡jvi cÖwZ
wecYbKvix‡K mRvM _vK‡Z nq-
K) eëmvq wbqš¿YKvix AvBb I Aa¨v‡`k (Legislation and Regulation of Business): eëmv‡K
wbqš¿Y Kivi Rb¨ †`‡k cÖPwjZ AvBb-Kvbyb Ges wbqš¿YKvix ms¯’v mvaviYZ †Kv¤úvwb¸‡jv‡K G‡K
A‡bï nvZ †_‡K iÿv Kiv, eëmvwqK AmvayZv †_‡K †µZv‡ì iÿv Kiv Ges eëmvwqK Kvh©µ‡gi
ÿwZKi w`K †_‡K mgvR‡K iÿv Kivi Rb¨ cÖ‡qvRbxqAvBb I Aa¨v‡`k Rvwi K‡i|
L) miKvwi ms¯’vi f~wgKv (Government Agency Enforcement): miKvwi AvBb-Kvbyb Z`viwK I
ev¯Íevq‡bi Rb¨ wewfbœ miKvwi ms¯’v i‡q‡Q,hv‡ì f~wgKv wecYb eë¯’v‡K cÖfvweZ K‡i|
M) Rb¯^v_©Kvix ‡Kv¤úvwbi ms¯’v e„w× (Growth of Public Interest Groups): G ms¯’v¸‡jv †fv³v‡ì
AwaKvi, gwnjv‡ì AwaKvi, bvMwi‡Ki AwaKvi, msL¨vjNy‡ì AwaKvi BZ¨vw` cÖwZôvi Rb¨ K‡Vvi cÖ‡Póv
Pvjv‡”Q| d‡j wecYbKvix †Kv¤úvwb¸‡jv‡K G mKj ms¯’vi Kvh©µ‡gi mv‡_ msMwZ †i‡L wecYb Kvh©µg
cwiPvjbv Ki‡Z nq|
6. mvs¯‹…wZK cwi‡ek (Cultural Environment): mvs¯‹…wZK cwi‡ek wKfv‡e wecYb cwi‡ek‡K cÖfvweZ K‡i
Zv wb‡gœ Av‡jvPbv Kiv n‡jv-
K) †gŠwjK mvs¯‹…wZK gyj¨‡eva (Core Cultural Values): GKwU mgv‡R emev‡mi Kvi‡Y †mB mgv‡Ri
gva¨‡g gvby‡li g‡a¨ wKQy g~j¨‡ev‡ai m„wó nq| †m¸‡jv mn‡R cwieZ©xZ nq bv| G welq¸‡jv mvaviYZ
cwievi, wkÿv cÖwZôvb A_ev agx©q Abyf~wZ †_‡K m„wó nq|
M) Dcms¯‹…wZ (Subculture): GKwU ms¯‹…wZi Aax‡b Avevi wKQy Dcms¯‹…wZ †`Lv hvq| cÖ‡Z¨KwU
Dcms¯‹…wZi wbR¯^ wKQy wPšÍv-†PZbv Ges êwkó¨ i‡q‡Q| GB welq¸‡jv Zv‡ì †fvM-AvPiY‡K cÖfvweZ
K‡i| wecYbKvix‡K Gme Dcms¯‹…wZi wfbœ wfbœ AvPiY¸‡jv‡K g~j¨vqb Ki‡Z nq|
M) wØZxq ¯Í‡ii g~j¨‡eva cwieZ©b (Changes of Secondary Values): gvby‡li wØZxq ch©v‡qi
g~j¨‡evamg~n cwieZ©bkxj| eZ©gv‡b evsjv‡`‡k gvby‡li †cvkvK, we‡bv`‡bi DcKiY, gvbwmKZv BZ¨vwì
cwieZ©b G‡m‡Q|

mvgwóK cwi‡e‡ki Dcv`vb¸‡jv wKfv‡e ‡Kv‡bv †Kv¤úvwb‡K cÖfvweZ K‡i D`vniY

w`b|
mvgwóK cwi‡e‡ki Dcv`vb D`vniY
RbmsL¨vMZ cwi‡ek
wkÿv_©xi KvR A_©‰bwZK cwi‡ek
cÖvK…wZK cwi‡ek
cÖhyw³MZ cwi‡ek
ivR‰bwZK cwi‡ek
mvs¯‹…wZK cwi‡ek
mvims‡ÿc:
mvgwóK cwi‡ek mKj cÿ, kw³ ev cvwievwk¦K © Ae¯’vi mgš^‡q MwVZ hv wecYb Kg©KvÛ‡K c‡ivÿfv‡e cÖfvweZ
K‡i| mvgwóK cwi‡e‡ki Dcv`vb¸‡jv wecYbKvixi wbKU Awbqš¿Y‡hvM¨|mvgwóK cwi‡e‡ki Dcv`vb¸‡jv n‡jv-
RbmsL¨vMZ, A_©‰bwZK, cÖvK…wZK, cÖhyw³MZ, ivR‰bwZK Ges mvs¯‹…wZK|RbmsL¨vi AvqZb, NbZ¡, Ae¯’vb,
eqm, wj½, eY©, †ckv I Ab¨vb¨ cwimsL¨vb welqK Dcv`v‡bi mgš^‡q RbmsL¨vMZ cwi‡ek MwVZ| A_©‰bwZK
cwi‡ek KZ¸‡jv Dcv`vb h_v †gvU RvZxq Drcv`b, gybvdv, my‡ì nvi, gy`vª ùxwZi nvi, Drcv`bkxjZv BZ¨vwì
mgš^‡q MwVZ| ‡fv³v‡ì Avq I e¨‡qi nv‡ii Dci †fv³vi µq AvPiY A‡bKvs‡k wbf©ikxj| cÖvK…wZK
cwi‡ek n‡jv mg¯Í cÖvK…wZK kw³, Dcv`vb ev m¤ú‡ì mgš^‡q MwVZ hv wecYb Kg©KvÛ‡K c‡ivÿfv‡e cÖfvwZ
K‡i|cÖhyw³MZ cwi‡ek n‡jv ‡mB mKj Dcv`vb hvi Øviv cÖhyw³ cÖfvweZ n‡”Q, bZzb cY¨ D™¢vweZ n‡”Q hvid‡j
m„wó n‡”Q wecY‡bi bZzb hyM|ivR‰bwZK cwi‡ek ej‡Z miKvwi wbqgbxwZ I AvBbKvbyb, miKvwi ms¯’v I
wewfbœ cÖfve we¯ÍviKvix Rb‡Mvwô‡K eySvq| Ges me©‡k‡l mvs¯‹…wZK cwi‡ek ej‡Z †m mKj Dcv`vb‡K eySvq
hv mgv‡Ri †gŠwjK g~j¨‡eva, AMÖvwaKvi Ges AvPiY‡K cÖfvweZ K‡i|

1| mvgwóK cwi‡ek n‡jv wecY‡b Kx RvZxq Dcv`vb?
K) wbqš¿Y†hvM¨ L) Awbqš¿b ‡hvM¨
M) wbqš¿Y†hvM¨ Ges cÖZ¨ÿ N) †KvbwUB bq
2| mvgwóK cwi‡ek‡K cÖavbZ KZ fv‡M fvM Kiv nq?
K) Qq fv‡M L) evi fv‡M
M) `yB fv‡M N) Pvi fv‡M
3| KvuPvgv‡ji µgn«vmgvb ¯^íZv I kw³ m¤ú‡ì e¨q e„w× cvIqv wb‡Pi †Kvb& cwi‡e‡ki AšÍMZ
© ?
K) cÖhyw³MZ cwi‡ek L) ivR‰bwZK cwi‡ek
M) cÖvK…wZK cwi‡ek N) A_©‰bwZK cwi‡ek
4| mvs¯‹…wZK cwi‡ek cÖfvweZ K‡i wb‡Pi †Kvb&wU?
K) KvuPvgv‡ji ¯^íZv L) D™¢vebx my‡hvM
M) RbmsL¨v e„w× N) mgv‡Ri g~j¨‡eva
5| wecY‡bi mvgwóK cwi‡e‡ki Dcv`vbmg~n wb‡Pi †Kvb&wU?
i) ga¨¯’ eëmvqx
ii) A_©‰bwZK Dcv`vb
iii) RbmsL¨vMZ Dcv`vb
wb‡Pi †KvbwU mwVK?

cvV-2.4 evsjv‡`‡k wecYb cwi‡ek

Marketing Environment in Bangladesh
D‡Ïk¨

• evsjv‡`‡ki wecYb cwi‡ek m¤ú‡K© aviYv Ki‡Z cvi‡eb; Ges
• evsjv‡`‡ki wecYb cwi‡e‡ki mej I `yej© w`Kmg~n e¨vL¨v Ki‡Z cvi‡eb|
cwi‡ek msiÿY AvBb, cwjw_b wbwl×KiY AvBb, cÖhyw³MZ , agx©q I

mvs¯‹…wZK `„wó‡KvY, ˆbwZKZv I g~j¨‡eva|
g~L¨ kã (Keywords)
evsjv‡`‡k wecYb cwi‡ek (Marketing Environment in Bangladesh)

evsjv‡`‡k DbœZ †`‡ki g‡Zv wecYb Kvh©µ‡gi eënvi w`b w`b evo‡Q| wecYb Kvh©µ‡gi Kvi‡Y
eZ©gv‡b †µZv I †fv³v cY¨ I †mev m¤ú‡K© wewfbœ Z_¨ mn‡R Rvb‡Z cvi‡Q| cÖ_g w`‡K G‡`‡k wecYb Kvh©
m¤úv`b Kiv †ek KwVb KvR wQj| wKš‘ ax‡i ax‡i wecYb Kvh©µ‡gi eënv‡ii e¨vcKZv evo‡Q| eZ©gv‡b
†fv³v‡ì ¯^í mg‡qi Rb¨ mš‘wó cÖ`v‡bi cwie‡Z© `xN©‡gqv‡` mš‘wó cÖ`vb, †fv³v AwaKvi msiÿY, cÖvK…wZK
m¤ú‡ì mØënvi, cwi‡ek Dbœqb I ¯^v¯’¨ Dc‡hvMx cY¨ Drcv`b BZ¨vw` Kvh©µg m¤úv`‡bi cÖwZ eZ©gv‡b
AMªvwaKvi †Ìqv n‡PQ|
evsjv‡`‡ki wecYb cwi‡e‡ki mej w`Kmg~n (Strengths of Marketing Environment in Bangladesh)

 eZ©gv‡b evsjv‡`‡k wecYb cwi‡ek m¤úwK©Z wewfbœ AvBb wecYb Kvh©µg‡K AwaKZi MwZkxj K‡i‡Q|
cwi‡ek m¤úwK©Z AvBb¸‡jvi g‡a¨ D‡jøL‡hvM¨ n‡jv- a~gcvb I ZvgvKRvZ `ªe¨ wbqš¿Y AvBb-2005,
cwjw_b wbwl×KiY AvBb- 2002, cwi‡ek msiÿY AvBb- 2005, c‡Y¨ cvURvZ †gvo‡Ki eva¨Zvg~jK
eënvi AvBb- 2003, IRb I cwigvc AvBb-1982, Jla bxwZ- 1982, weï× Lv`¨mvgMÖx AvBb-1956;
 b¨vh¨g~‡j¨ cQ›`mB cY¨ cÖvwß wbwðZ Kiv n‡”Q;
 wbivc` I ¯^v¯’¨m¤§Z cY¨ †fv³v‡ì Avw_©K Ae¯’vi mv‡_ mvgÄm¨c~Y© cY¨g~j¨ wba©viY K‡i mieivn
Ki‡Q;
 agx©q I mvs¯‹…wZK `„wó‡KvY †_‡K G‡`‡ki wek¦vm, ˆbwZKZv I g~j¨‡eva mvgÄm¨c~Y© nIqvq wecYb
Kvh©µg cwiPvjbv Kiv wecYbKvixi c‡ÿ A‡bK mnR n‡q c‡o‡Q|
 eZ©gv‡b cÖhyw³MZ w`K †_‡K G‡`‡k c~‡e©i Zzjbvq A‡bK AMÖMwZ mvwaZ n‡q‡Q| Gi cÖfv‡e gvby‡li
RxebhvÎvq Avg~j cwieZ©b N‡U‡Q|
 we‡k¦i A‡bK †`‡ki Zzjbvq G‡`‡ki AwaKvsk AÂ‡ji cªvK…wZK Ae¯’v AbyK‚‡j nIqvq G AÂ‡j cY¨
wecY‡b cwi‡e‡ki mKj my‡hvM m„wó n‡q‡Q|
 eZ©gv‡b †Kv¤úvwb¸‡jv AwaKvsk mgq wewfbœ cÖZviYvg~jK Kvh©µg Gwo‡q P‡j‡Q| ‡hgb- weÁvc‡b AmZ¨
Z_¨ w`‡q †fv³v‡ì weåvšÍ Kivi cwie‡Z© mwVK Z_¨ Dc¯’vcb Ki‡Q|
 eZ©gv‡b AwaKvsk †Kv¤úvwb wMÖb gv‡K©wUs Gi aviYvq DØy× n‡q µgea©gvbfv‡e DbœwZi cÖ‡Póv Ae¨vnZ
ivL‡Q|
 G‡`‡k AwaKvsk †Kv¤úvwbB †Kv¤úvwb AvBb †g‡b AvBbMZ I êa Dcv‡q cwiPvwjZ n‡”Q|

 †Kv¤úvwbi Af¨šÍ‡i hv‡Z cªwZwU wefvM ¯^vaxbfv‡e KvR Ki‡Z cv‡i †mRb¨ c„_K c„_K wefvM cÖwZôv Kiv
n‡q‡Q| D`vniY¯îƒc ejv hvq, Drcv`b wefvM, µq wefvM, wnmve wefvM, wecYb wefvM BZ¨vw`|
evsjv‡`‡k wecYb cwi‡e‡ki `ye©j w`Kmg~n (Weaknesses of Marketing Environment in Bangladesh)

¯^í msL¨K †ÿ‡Î wecYb cwi‡ek mdj n‡jI †ek wKQz †ÿ‡ÎB wecYb cwi‡ek mdj n‡Z GLbI cv‡iwb|
G‡`‡ki †Kv¤úvwbmg~n G RvZxq A‡bK `yej © Zv‡K enb K‡iB wecYb cwi‡ek †KŠkj MÖnY K‡i P‡j‡Q| G‡`‡k
wecYb cwi‡e‡ki `ye©j w`K¸‡jv Kx ai‡bi Zv wb‡¤œ Zz‡j aiv n‡jv-
 †Kv¤úvwb AvBb I miKvwi wewawb‡la †g‡b Pjvi wbqg _vK‡jI evsjv‡`‡k A‡bK †Kv¤úvwbB Gme
wbqgKvbyb mwVKfv‡e †g‡b P‡j bv;
 G‡`‡ki ivR‰bwZK Aw¯’wZkxjZv, niZvj, Ae‡iva, ag©NU, kÖwgK Am‡šÍvl, eëmvq evÜe wkí I evwYR¨
bxwZi Afve BZ¨vw` wecYb cwi‡ek evavMÖ¯Í Ki‡Q;
 A‡bK mgq wewfbœ cÖPvi gva¨‡g cÖZviYvg~jK weÁvcb cÖ`vb Kiv nq;
 evRvi Z_¨ msMÖn ev evRvi M‡elYv Kv‡h© G‡`‡ki AwaKvsk †Kv¤úvwb hZœevb bq;
 evsjv‡`‡k wewfbœ †Kv¤úvwb¸‡jvi g‡a¨ Amy¯’ cÖwZ‡hvwMZv weivRgvb;
 G‡`‡ki cwienb eë¯’v wb¤œgv‡bi weavq wecYb Kvh© cwiPvjbv Kiv KóKi n‡q c‡o;
 †ewkifvM Drcv`bKvix †Kv¤úvwb Drcvw`Z cY¨mvgMÖx weµ‡qi Rb¨ A‰ea cš’v Aej¤^b K‡i _v‡K;
 AwaKvsk Drcv`bgyLx †Kv¤úvwb¸‡jv Zv‡ì Drcvw`Z c‡Yï g~j¨ wba©vi‡Y mwVK Dcvq Aej¤^b K‡i bv;
 Amr D‡Ï‡k¨ A‡bK †Kv¤úvwb ÿwZKi I †Lvjv cY¨ µ‡q †µZv‡ì †jvfbxq Advi cÖ`vb K‡i;
 Lv‡`¨ digvwjb, Kve©vBW, Kvc‡oi is, BDwiqv mvi G¸‡jvi eënvi Lv‡`¨ †fRv‡ji gvÎv AviI evwo‡q
w`‡”Q;
 c¨v‡KwRs wkímn wewfbœ wk‡íi eR©¨ cÖvqB cvwb, evZvm I cwi‡ek `~lY Ki‡Q;
 †fv³v ev †µZvmvavi‡Yi Am‡PZbZv I wecYbKvix‡ì AwZ gybvdvi Rb¨ cwi‡ek bó n‡”Q;
 AwaKvsk †Kv¤úvwb AcÖ‡qvR‡b AwZwi³ cÖmvi Lv‡Z e¨q K‡i AZ¨waK gybvdv AR©‡bi †Póv Ki‡Q|
Dch©y³ eY©bvi †cÖwÿ‡Z ejv hvq †h, †Kv‡bv †`‡k my›ì I ¯^vfvweK wecYb cwi‡ek e¨ZxZ †`‡ki gvby‡li Avw_©K
Ae¯’v Ges Rb¯^v‡¯’ï cÖZ¨vwkZ DbœwZ n‡Z cv‡i bv| ZvB mswkøó mKj c‡ÿi mw¤§wjZ mn‡hvwMZvq wecYb
cwi‡e‡ki Dch©y³ `ye©j w`Kmg~n `~i Kiv m¤¢e|
wkÿv_©xi KvR Avcbvi GjvKvi †Kvb wecYbKvixi wecYb Kvh©µg Zz‡j aiæb|
mvims‡ÿc:
evsjv‡`‡k DbœZ †`‡ki g‡Zv wecYb Kvh©µ‡gi eënvi w`b w`b evo‡Q| eZ©gv‡b †fv³v‡ì ¯^í mg‡qi Rb¨
mš‘wó cÖv`v‡bi cwie‡Z© `xN©‡gqv‡` mš‘wó cÖ`vb, †fv³v AwaKvi msiÿY, cÖvK…wZK m¤ú‡ì mØënvi, cwi‡ek
Dbœqb I ¯^v¯’¨ Dc‡hvMx cY¨ Drcv`b BZ¨vw` Kvh©µg m¤úv`‡bi cÖwZ AMªvwaKvi †Ìqv n‡PQ|eZ©gv‡b
evsjv‡`‡k wecYb cwi‡ek m¤úwK©Z wewfbœ AvBb wecYb Kvh©µg‡K AwaKZi MwZkxj K‡i‡Q| G‡`‡ki
†Kv¤úvwbmg~n A‡bK `ye©jZv‡K enb K‡iB wecYb cwi‡ek †KŠkj MÖnY K‡i P‡j‡Q| †Kv¤úvwb AvBb I miKvwi
wewawb‡la †g‡b Pjvi wbqg _vK‡jI evsjv‡`‡k AwaKvsk †Kv¤úvwbB Gme wbqgKvbyb mwVKfv‡e †g‡b P‡j bv|

mwVK DË‡ii cv‡k wUK& (√√)wPý w`b-

1| evsjv‡`‡k †µZviv g~‡jï e¨vc‡i AwaK ms‡e`bkxj nIqvi d‡j †Kvb&wU N‡U?
K) we‡`kx cY¨ µq K‡i L) AwaK g~‡j¨ cY¨ µq K‡i
M) c‡Yï gvb hvPvB K‡i N) Kg g~‡j¨ cY¨ µq K‡i|
2| evsjv‡`‡ki cY¨ evRvi m¤ú~Y©fve we‡µZviv wbqš¿Y K‡i †Kb?
K) Pvwn`v †ewk _vKvq L) c‡Yï †hvMvb Kg _vKvq
M) cwieZ©bkxj Pvwn`v _vKvq N) c‡Yï †hvMvb †ewk _vKvq
P~ovšÍ g~j¨vqb
m„Rbkxj cÖk-œ 1
KzwoMÖv‡gi iweDj I Zvi cuvP eÜzi ivRkvnx‡Z Rym KviLvbv i‡q‡Q| GRb¨ Zviv cuvPRb Avg Pvwli mv‡_ Pzw³
K‡i‡Q hviv ïay iweDj‡ì Avg mieivn Ki‡e| nVvr cÖwZ‡hvMxi msL¨v †e‡o hvIqvq eëmv‡q †jvKmvb nq| G
Ae¯’vq AvgPvwl‡ì A_© w`‡Z wej¤^ nIqvq Zviv Avg w`‡Z AcviMZv Rvbvq| iweDj I Zvi eÜziv eëmv‡qi
fwel¨r wb‡q DwØMœ|
K. †ckvMZ Ae¯’vb †Kvb cwi‡e‡ki Dcv`vb? 1
L. wgwWqv Rb‡Mvôx m¤ú‡K© e¨vL¨v Kiæb| 2
M. Avg Pvwliv iweDj‡ì eëmv‡q e¨wóK cwi‡e‡ki †Kvb Dcv`vb? e¨vL¨v Kiæb| 3
N. iweDj‡ì mgm¨v mgvav‡b mvgwóK cwi‡ek fzwgKv ivL‡Z cv‡i Kx? Avcbvi gZvgZ w`b| 4
m„Rbkxj cÖk-œ 2
m¤úªwZ GK M‡elYvq †`Lv †M‡Q, wK‡kvi wK‡kvixiv †gvevBj †dv‡b K_v ejvi cwie‡Z© B›Uvi‡b‡Ui w`‡K †ewk
Sz‡u K co‡Q| ZvB †gvevBj †dvb Acv‡iUi †Kv¤úvwb¸‡jv Zv‡ì mx‡gi mv‡_ B›Uvi‡bU mvwf©m Pvjy Ki‡Z eva¨
n‡”Q| Z‡e G weqwU AwffveKmn mgvR m‡PZb e¨w³eM© fv‡jv †Pv‡L †`L‡Q bv| Zv‡ì AwfgZ n‡jv-B›Uvi‡bU
eë¯’v wbqwš¿Z Dcv‡q eënvi nIqv evÃbxq| G‡ÿ‡Î miKvwi AvB‡bi cvkvcvwk mswkøó †Kv¤úvwb¸‡jviI GwM‡q
Avmv DwPZ|
K. wecYb Kx? 1
L. mKj †µZvB Kx †fv³v? e¨vL¨v Kiæb| 2
M. wecYb cwi‡e‡ki †Kvb Dcv`v‡bi Kvi‡Y †Q‡j‡g‡q‡ì Af¨v‡mi cwieZ©b n‡”Q? e¨vL¨v Kiæb| 3
N. AwffveK‡ì Awfg‡Zi mv‡_ Avcwb Kx GKgZ? g‡Zi mc‡ÿ hyw³ w`b| 4
m„Rbkxj cÖk-œ 3
‡Kvwiqvb GKwU †Kv¤úvwb evsjv‡`‡k Zv‡ì B‡j±ªwb· cY¨ wecYb Ki‡Z Pvq| ZvB Zv‡ì wiwRIbvj gv‡K©wUs
Gw·wKDwUf‡K cÖavb K‡i GKwU cÖwZwbwa `j evsjv‡`‡k cvVv‡jb| `jwU G †`‡ki gvby‡li gv_vwcQz Avq,
RxebaviY e¨q, mÂq BZ¨vw` welq¸‡jv‡K ch©v‡jvPbv K‡i cÖwZ‡e`b Rgv w`‡jb| Giƒc cÖwZ‡e`b †c‡q KZ©„cÿ
†`‡ki AvBbk„•Ljv cwiw¯’wZ, niZvj, ag©NU BZ¨vwì K_v gv_vq †i‡L mveav‡b wewb‡qv‡Mi c‡ÿ wm×všÍ MÖnY
Ki‡jb|
K. Dc-ms¯‹…wZ Kx? 1

L. cwi‡ek I wecYb cwi‡e‡ki m¤úK© wbiƒcY Kiæb| 2

M. cÖwZwbwa `jwU wecY‡bi mvgwóK cwi‡e‡ki †Kvb Dcv`vb wb‡q ch©v‡jvPbv K‡iwQj? e¨vL¨v Kiæb| 3
N. cÖwZ‡e`‡bi evB‡iI KZ©„cÿ †h Dcv`vb¸‡jv‡K wm×všÍ MÖn‡Y we‡ePbv K‡i‡Qb Zvi h_v_©Zv g~j¨vqb
Kiæb| 4
m„Rbkxj cÖk-œ 4
bvivqYM‡Äi Kvgiæ‡ji K‡qKwU ZuvZ KviLvbv i‡q‡Q| `ÿ KvwiMi Øviv ˆZwi iKgvwi Rvg`vwb kvwo Drcv`b
Kivq †`‡k †m¸‡jvi e¨vcK Pvwn`v m„wó n‡q‡Q| we‡`‡kI G kvwoi e¨vcK RbwcÖqZv _vKvq miKv‡ii mnvqZv
wb‡q wZwb AvaywbK KviLvbv ¯’vcb Ges Drcvw`Z Rvg`vwb we‡`‡k ißvwbi wm×všÍ MÖnY K‡i‡Qb|
K. mieivnKvix †K? 1
L. ivR‰bwZK cwi‡ek ej‡Z Kx †evSvq? e¨vL¨v Kiæb| 2
M. bvivqYM‡Äi Kvgiæ‡ji ZuvZ KviLvbv ¯’vc‡b e¨wóK cwi‡e‡ki †Kvb& Dcv`v‡bi cÖfve me‡P‡q †ewk?
e¨vL¨v Kiæb| 3
N. miKv‡ii mnvqZv wb‡q we‡`‡k Kvgiæ‡ji Rvg`vwb kvwo ißvwbi wm×všÍ KZUzKz ev¯Íem¤§Z e‡j Avcwb
g‡b K‡ib? hyw³mn we‡kølY Kiæb| 4
DËigvjv
cv‡VvËi g~j¨vqb- 2.1 1. K, 2. K, 3. M, 4. N, 5. K.

cv‡VvËi g~j¨vqb- 2.2 1. N, 2. K, 3. M, 4. K, 5. N,
cv‡VvËi g~j¨vqb- 2.3 1. L, 2. K, 3. M, 4. N, 5. L,
cv‡VvËi g~j¨vqb- 2.4 1. N, 2. L
fvebvi AšÍiv‡j
bZzb cÖRb¥ bZzb ai‡bi cY¨ µq Kivi Rb¨ memgq AvMÖnx _v‡K I Zviv
Zv‡ì gZvgZ ‡Rviv‡jvfv‡e Dc¯’vcb Ki‡Z cv‡i| evsjv‡`‡kI Gi e¨wZµg
‡bB| ZiæY-ZiæYxiv bZzb cY¨ ‡c‡j †mB cY¨ eënv‡i AvMÖnx _v‡K e‡j
d¨vkb nvDR¸‡jv ZiæY-ZiæYx‡ì Giƒc êwk‡óï K_v †Lqv‡j †i‡L Avjv`v
wefvM Ly‡j‡Q| †mLv‡b MZvbyMwZK †cvlv‡Ki mv‡_ mv‡_ cwðgv d¨vk‡bi
Photo credit: www.Pixabay.com †cvlvK cvIqv hv‡”Q| GgbwK ‡`kxq avu‡Pi mv‡_ cwðgv wWRvB‡bi wg‡k‡j
bZzb †cvlvK I Avbylw½K wRwbm ‡`vKv‡b Dc¯’vcb Ki‡Q|
Z_¨m~Î:
3. ‡iRv, g.m. I cvi‡fR, g.g. evRviRvZKiY bxwZgvjv. evsjv‡`k Db¥y³ wek^we`¨vjq. GwcÖj 2016.
4. Busch, S. and Houston J. Marketing Strategic Foundations, Homewood, Illinois, Richard D. Irwin Inc.
5. Kauld,J. and Kolb,W.L. A Dictionary of Social Science, UNESCO.
7. Kotler, P. & Keller,. K.L.Marketing Management. India. Pearson India Education Services.
8. Palmer, A.Principles of Marketing, Oxford University Press.

wecYb Kvh©vejx BDwbU
Marketing Functions 3
cY¨ Drcv`‡bi g~j jÿ¨ n‡jv c‡Yï †fvM wbwðZ K‡i gybvdv AR©b Kiv| wecYb Zvi Kvh©µ‡gi gva¨‡g †fv³vi
nv‡Z cY¨ mieivn K‡i Drcv`‡bi D‡Ïk¨ AR©‡b mnvqZv K‡i| ïaygvÎ cY¨ ev †mev mieivn bq, Gimv‡_ RwoZ
cÖZ¨ÿ I c‡ivÿ Kv‡Ri mgš^q K‡i wecYb ‡fv³vi mš‘wó AR©b K‡i|GB BDwb‡U wecY‡bi Kvhv©ejxi Dci
Av‡jvPbv Kiv n‡q‡Q| cÖ_g cv‡V wecYb Kvhv©ejxi cÖv_wgK aviYv †Ìqv n‡q‡Q| cY¨ Drcv`‡bi c~‡e©, Drcv`‡bi
c‡i Ges weµq Kvh© mgvav‡bi c‡iI wecY‡bi wKQy Kvh©µg i‡q‡Q, ‡mBme eY©bv †Ìqv n‡q‡Q wØZxq cv‡V|
cieZ©x cvV¸‡jv‡Z wecY‡bi Kvh©vejxi we¯ÍvwiZ Av‡jvPbv Kiv n‡q‡Q| c‡ii cvV¸‡jv‡Z i‡q‡Q µq I weµq;
cwienb I ¸`vgRvZKiY; cÖwgZKiY I chv©wqZKiY Ges †gvowKKiY I weÁvcb|
cvV-1 : wecYb Kvh©vejx: aviYv I ¸iæZ¡
cvV-2 : wecYb Kvh©vejxi weeiY
cvV-3 : µq I weµq
cvV-4 : cwienb I ¸`vgRvZKiY
cvV-5 : cÖwgZKiY I ch©vwqZKiY
cvV-6 : †gvowKKiY I weÁvcb
cvV-3.1 wecYb Kvhv©ejx: aviYv I ¸iæZ¡

Marketing Functions: Concept and Importance
D‡Ïk¨

• wecYb Kvhv©ejxi aviYv eY©bv Ki‡Z cvi‡eb; Ges
• wecYb Kvhv©ejxi MyiæZ¡ e¨vL¨v Ki‡Z cvi‡eb|
¯^Z¡ cwieZ©b, c‡Yï n¯ÍvšÍi, c‡Yï msiÿY, c‡Yï cÖmvi|

wecYb Kvhv©ejxi aviYv (Concept of Marketing Functions)

mvaviY †jvKRb wecYb Kvh© ej‡Z ïaygvÎ µq I weµq‡KB ey‡S _v‡K| wKš‘ cÖK…Zc‡ÿwecYb Kv‡h©i
cwiwa A‡bK we¯Í…Z| wecYb Kvh©vejx‡K Ggb KZ¸‡jv KvR ev †mevi mgwó wn‡m‡e msÁvwqZ Kiv hvq hv
Drcv`‡Ki wbKU †_‡K †fv³v ev eënviKvixi wbKU cY¨ ev †mevi cÖevn cwiPvwjZ Kivi cÖwµqvq m¤úvw`Z n‡q
_v‡K| A_©vr Drcv`K I †fv³vi g‡a¨ cY¨ I †mevi Av`vb-cÖ`v‡b †hme Kvh©vewj RwoZ _v‡K †m¸‡jv wecYb
Kv‡h©i AvIZvq c‡o| GKwU wecYb Kvh© Drcv`K wb‡R wKsev ga¨¯’ eëmvqx (cvBKvi, LyPiv eëmvqx, AvoZ`vi)
ev †fv³viv m¤úv`b Ki‡Z cv‡i|
wecYb Kvh©vewj Drcv`K I †fv³vi gaëZ©x ch©v‡q cY¨ ev †mev †cŠ‡Q ‡Ìqvi Rb¨ m¤úvw`Z n‡q _v‡K| wecYb
Kvh©vewji mv‡_ c‡Yï ¯^Ë¡ cwieZ©b,c‡Yï n¯ÍvšÍi, c‡Yï msiÿY, c‡Yï cÖmvimn BZ¨vw` RwoZ| wecYb
cwi‡e‡ki cwieZ©‡bi Kvi‡Y wecYb Kvhv©ewj wbqwgZ we‡kølY Kiv cÖ‡qvRb| KviY Gi gva¨‡g wecYb-`ÿZv e„w×
Kiv m¤¢e| mvaviYZ wecY‡bµq, weµq, cwienb, ¸`vgRvZKiY, cÖwgZKiY I ch©vwqZKiY, A_©ms¯’vb,
†gvoKxKiY, SuzwK-enb, evRvi Z_¨ msMÖn, g~j¨ wba©viY, c‡Yï cÖmviBZ¨vw` KvR m¤úvw`Z nq|
wecYb Kvhv©ejxi ¸iæZ¡ (Importance of Marketing Functions)
cÖwZ‡hvwMZvi Kvi‡Y eëmvwqK cwi‡e‡ki cwieZ©‡bi mv‡_ mv‡_ Drcv`bI e›Ub cÖwµqvw`b w`b RwUj n‡”Q| GB
Kvi‡Y wecYb Kvh©vewji ¸iæZ¡ evo‡Q| wecYb Kvh©vejxi ¸iæZ¡ wb¤œiƒc-
1. c‡Yï mylg e›Ub (Proper Distribution of Products): wecYb Kvh©µ‡gi Kvi‡Y DØ„Ë cY¨ AcÖZzj
¯’v‡b mieivn K‡i mKj ¯’v‡b c‡Yï mylg e›Ub Kiv m¤¢e nq|
2. Drcv`b e„w× (Increase in Production): Drcv`‡bi Rb¨ cÖ‡qvRbxq KvuPvgvj msMÖn K‡i cY¨
cÖ¯‘ZKi‡Y Drcvw`Z cY¨ weµ‡qi mv‡_ mswkøó mKj Kv‡R wecYb Kvh©µg mn‡hvwMZv K‡i|
3. w¯’wZkxj g~j¨ (Stable Pricing): c‡Yï Pvwn`v I †hvMv‡bi g‡a¨ mvgÄm¨ weavb K‡i c‡Yï g~j¨
w¯’wZkxj iv‡L| hvid‡j †µZv mvaviY mn‡R I Dchy³ g~‡j¨ cY¨ µq Ki‡Z cv‡i|
4. †fv‡Mi êwPÎ¨ (Diversification of Consumption): wecYb Zvi Kvh©µ‡gi gva¨‡g †µZv I †fv³vi
wewfbœ Pvwn`v I cÖ‡qvRb †gvZv‡eK wewfbœ ai‡Yi cY¨ I †mev mieivn K‡i| hvi d‡j †µZv I
†fv³vc‡Yï mgv‡ek †_‡K cQ›` Abyhvqx cY¨ wbe©vPb Ki‡Z cv‡i|
BDwbU wZb c„ôvÑ42

5. eëmvwqK SzuwK n«vm (Reducing Business Risk): wecYb eëmvwqK SzwuK n«vm Kivi Rb¨ †Kvb& ai‡bi,
†Kvb& gv‡bi I Kx cwigv‡Y cY¨ Drcvw`Z n‡e ‡m e¨vcv‡i wm×všÍMnÖ ‡Y mvnvh¨ K‡i|Avevi Drcvw`Z cY¨
wKfv‡e †µZv I †fv³vi Kv‡Q ¯^í mg‡q mieivn Kiv hv‡e †m e¨vcv‡iI wecYb KvR K‡i|
6. m¤ú‡K©i Dbœqb (Development in Relationship): wecYb Kvh©µ‡gi gva¨‡g †µZv I †fv³vi g‡a¨
µq-weµ‡qi mgq †hgb m¤úK© ‰Zwi nq,‡Zgwb †m m¤úK© eRvq ivLvi gva¨‡g †µZv I †fv³v‡K m¯‘ó
ivLvi †Póv Pvjv‡bv nq|
7. cÖvK„wZK m¤ú‡ì eënvi (Utilization of Natural Resources): wecYb Kvh©µg †`k-we‡`‡ki
wewfbœ cÖvK…wZK m¤ú` eënv‡ii gva¨‡g cY¨ cÖ¯‘Z K‡i †fv³vi †fv‡Mi my‡hvM K‡i †`q|
8. A_©‰bwZK I mvgvwRK Dbœqb (Economic and Social Development): wecYb Kvh©µ‡gi d‡j
eëmv-evwY‡Rï Dbœqb nq| d‡j RvZxq Drcv`b e„w× cvq| Kg©ms¯’v‡bi d‡j Rxeb-hvÎvi gv‡bi Dbœqb
N‡U| Avevi, mgv‡Ri wewfbœ Pvwn`v c~iY K‡i ‡µZv, †fv³vmn mgv‡Ri wewfbœ c‡ÿi Dbœqb m¤¢e nq|
DcwiD³ Av‡jvPbvi †cÖwÿ‡Z ejv hvq †h, wecY‡bi Kvhv©ejx Ggb KZ¸‡jv Kv‡Ri mgwó hv eëmv‡qi Kv‡R
myweav †Ìqvi mv‡_ mv‡_ A_©‰bwZK I mvgvwRK Dbœq‡b f~wgKv cvjb K‡i|
wkÿv_©xi KvR wecYb Kvh©vejxi 2wU ¸iæZ¡ D‡jøL Kiæb|
mvims‡ÿc
wecYb Kvh©vewj‡K Ggb KZ¸‡jv KvR ev †mevi mgwó wn‡m‡e msÁvwqZ Kiv hvq hv Drcv`‡Ki wbKU †_‡K
†fv³v ev eënviKvixi wbKU cY¨ ev †mevi cÖevn cwiPvwjZ Kivi cÖwµqvq m¤úvw`Z n‡q _v‡K| wecY‡bi
Kvhv©ewji ¸iæZ¡ Acwimxg| c‡Yï mylg e›Ub, Drcv`b e„w×, w¯’wZkxj g~j¨, †fv‡Mi êwPÎ¨, eëmvwqK SzuwK
n«vm, m¤ú‡K©i Dbœqb, cÖvK„wZK m¤ú‡ì eënvi Ges A_©‰bwZK I mvgvwRK Dbœqb BZ¨vw` †ÿ‡Î wecYb
Kvhv©ewj f~wgKv iv‡L|
√) wPý w`b-
1| weµ‡qi Kvh©vewj ïiæ nq KLb?
K) Drcv`‡bi ci †_‡K L) weµ‡qi ci †_‡K
M) Drcv`‡bi c~e© †_‡K N) weµ‡qi c~e© †_‡K
2| Rbve ingvb e¨vM weµq Kivi eëmv ïiæ K‡i‡Qb| Zvi wecYb Kvh© KLb ïiæ n‡e?
K) e¨vM cÖ¯‘Z Kiv †_‡K L) e¨vM weµq Kiv †_‡K
M) e¨vM cwienb †_‡K N) e¨v‡Mi weÁvcb cÖPvi †_‡K
3| wb‡Pi ‡Kvb&wU wecYb Kvhv©ejxi ¸iæZ¡ bq?
K) c‡Yï mylg e›Ub L) ‡fv‡Mi êwPÎ¨
M) m¤ú‡K©i Dbœqb N) gybvdv AR©b|
BDwbU wZb c„ôvÑ 43

cvV-3.2 wecYb Kvh©vewji weeiY

Description of Marketing Functions
D‡Ïk¨

• wecY‡bi Kvh©vejx eY©bv Ki‡Z cvi‡eb|
µq, weµq, cwienb, ¸`vgRvZKiY, †gvoKxKiY, gvb wbav©iY,

g~L¨ kãgvjv(Keywords) †kÖwYe×KiY, GKÎxKiY|
wecYb Kvh©vewj (Functions of Marketing)

mvaviY fv‡e wecYb Kvh©vewj ej‡Z Drcv`‡Ki wbKU †_‡K `ªe¨ mvgMÖx †fv³vi wbKU †cŠu‡Q †`qv‡K
‡evSvq| wecYb Kvh©vewji cÖavb jÿ¨ n‡jv eënvi-Dc‡hvMx cY¨ eënviKvixi wbKU †cŠu‡Q †`qv| wKš‘ cY¨
†cŠu‡Q †èvi Av‡M Ges c‡iI wecY‡bi wKQy KvR i‡q‡Q| wecY‡bi Kvh©vewj wb‡¤œ Av‡jvPbv Kiv n‡jv-
wecY‡bi Kvhv©ewj
Drcv`b c~e© Kvhv©ewj Drcv`b cieZx© weµq ev †fvM cieZx©

Kvhv©ewj Kvhv©ewj
 wecYb cwi‡ek wewbgq Kvhv©ewj eÈb Kvhv©ewj mnvqK Kvhv©ewj  we‡µvËi †mev
we‡kølY  ‡fv³vi mš‘wó
 ‡fv³v we‡kølY cwigvc
 µq  cwienb  A_©ms¯’vb
 cY¨ ev †mev  bZzb cY¨ Dbœqb
 weµq  ¸`vgRvZKiY  eªª¨vwÛs
cwiKíbv  ‡gvoKxKiY  wecYb wbqš¿Y
 wecYb cwiKíbv  Z_¨ n¯ÍvšÍi  g~j¨ wbav©iY
 gvb  wecYb cÖmvi
wbav©iY/cÖwgZKiY
 SzuwK MÖnY
 ‡kÖwYe×KiY/chv©wq
ZKiY  evRvi Z_¨ msMÖn
 eÈb cÖYvjx
wbe©vPb
wPÎ 3.1: wecY‡bi Kvhv©ewj
1| Drcv`b c~e© Kvh©vewj (Functions Before Production): cY¨ eÈb KvR Avi¤¢ Kivi c~‡e© wecYb c×wZ‡Z
wKQy KvR Ki‡Z nq| GB KvR¸‡jv‡K Drcv`b-c~e© wecYb Kvh©vewj ejv nq| GB Kvh©vewji ¸iæZ¡cyY© welqmg~n
n‡jv-
K) wecYb cwi‡ek we‡kølY (Marketing Environment Analysis): wecY‡biwKQy wbqš¿Y‡hvM¨ Ges
wKQy Awbqš¿Y‡hvM¨ Dcv`vb i‡q‡Q| wecYb Zvi e¨w÷K Ges mvgwóK cwi‡ek Øviv cÖfvweZ n‡q _v‡K|
G‡ì cÖv_wgKfv‡e ch©v‡jvPbv Kiv wecY‡biGKwU Ab¨Zg cÖavb KvR|

L) ‡fv³v we‡kølY (Consumer analysis): ‡fv³v‡ì bvbvwea welq †hgb †fv³vi êwkó¨, evRvi
wefw³KiY, Uv‡M©U †µZv, evRvi we‡kølY, evRvi Ae¯’vb BZ¨vw` welq †fv³v we‡køl‡Yi AšÍfy³
© | cY¨
wecY‡bi c~‡e© G mKj we‡kølY cÖ‡qvRb| Ab¨_vq evRv‡i mdjZv jvf Kiv hvq bv|
M) cY¨ cwiKíbv (Product Planning): c‡Yï Dci mgMÖ wecY‡bimv_©KZv wbf©i K‡i| wK cY¨, Kv‡ì
Rb¨, wK cwigvY BZ¨vw` cY¨ cwiKíbvi g~j welq| ZvB G¸wji h_vh_ we‡kølY cÖ‡qvRb Ges †mfv‡e
cY¨ cwiKíbv cÖbqb Ki‡Z n‡e|
N) wecYb cwiKíbv (Marketing Planning): wecYb-jÿ¨ AR©‡bi Rb¨ wecYb-wbe©vnx‡KwecYb
†cÖvMÖvgmg~n‡ni g‡a¨ mgš^qmvab Ki‡Z nq| cY¨, g~j¨ eÈb Ges cÖmv‡ii g‡a¨ mgš^q Ki‡Z n‡e|
weÁvc‡bi mv‡_ eÈ‡bi A_ev c‡Yï g~‡jï mv‡_ c‡Yï ¸bMZ gv‡bi mgš^q Ki‡Z n‡e| G¸‡jv
mwVKfv‡e Ki‡Z bv cvi‡j wecYb-jÿ¨ AR©b A‡bKUv `yiƒn n‡q co‡e|
2| Drcv`b-cieZx© Kvh©vewj (Functions after Production): cY¨ Drcv`‡bi ci wecY‡bi¸iæZ¡c~Y© KvRmg~n
Avi¤¢ nq| GB KvR¸‡jv h_vh_fv‡e m¤úv`b Ki‡Zbv cvi‡j †Kvb cÖwZôvb evRv‡i Zvi Ae¯’vb `„pfv‡e a‡i
ivL‡Z cvi‡e bv| GB ¯Í‡ii ¸iæZ¡cYy © KvR¸‡jv n‡jv-
K) µq (Purchasing): µq wecY‡bi Ab¨Zg cÖavb KvR| cÖ‡qvR‡bi Dci wfwË K‡i µh KvR m¤úvw`Z
nq| ZvB µ‡qi c~‡e© cÖwZôv‡bi eë¯’vcK‡K c‡Yï Pvwn`v Ges mwVK mieiv‡ni Drm wbe©vPb Ki‡Znq|
µq Kv‡h© cÖavb we‡eP¨ welq n‡jv- †µZviv wK Pvq, KZ cwigvb Pvq Ges †Kvb& mg‡qi g‡a¨ Pvq?
L) weµq (Selling): wecY‡bime©v‡cÿv ¸iæZ¡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 b\ †mB mv‡_ cY¨ cwiKíbvi
Dbœqb, Pvwn`v m„wó, †µZv m„wó, weµ‡qi kZ©vewj wba©viY BZ¨vw` Kvh©vewj m¤úv`‡bi cÖ‡qvRb nq|
M) cwienY (Transportation): eÈb msµvšÍ Kvh©vewji g‡a¨ cwienb Ab¨Zg| cwienb c‡Yï ¯’vbMZ
Dc‡hvM m„wó K‡i| Avm‡j cwienb c‡Yï Drcv`b ¯’vb Ges †fv‡Mi ¯’v‡bi g‡a¨ †mZzeÜb wnmv‡e KvR
K‡i| cwienb eë¯’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‡eï mgqMZ Dc‡hvM m„wó Kiv nq|
Pvwn`v I †hvMv‡bi mv‡_ Ges GK †gŠmy‡gi cY¨ Ab¨ †gŠmy‡g †fvM Kivi †ÿ‡Î ¸`vgRvZKiY mnvqZv
K‡i _v‡K| Drcv`b Ges †fv‡Mi gaëZx© mg‡q cY¨ msiÿ‡Y ¸`vgRvZKiY ¸iæZ¡c~Y© f~wgKv cvjb K‡i
_v‡K|
O) ‡gvowKKiY (Packaging): cY¨mvgMÖx mn‡R enb‡hvM¨ Ges AvKl©Yxq Kivi Rb¨ †gvowKKiY cÖ‡qvRb
nq| Gi c‡i c‡Yï ¸bMZ gvb eRvq ivLv hvq Ges d‡j Pvwn`v e„w× cvq| c‡Yï gvb wba©viY Ges
†kªYxKi‡Yi mv‡_ †gvoKxKiY RwoZ| cY¨ n¯ÍvšÍ‡ii mgq †gvowKKiY we‡kl f~wgKv iv‡L|
P) gvb wba©viY/ cÖwgZKiY( Standardization): cY¨`ª‡eï †gŠwjK ¸Yvejxi wfwË‡Z cY¨ web¨¯Í 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|
Q) †kÖwYe×KiY/chv©wqZKiY (Grading): c‡Yï gvb Abyhvqx cybivq wefvRb K‡i cY¨‡K mvRv‡bv‡K
†kªYxe×KiY A_ev chv©wqZKiY e‡j| wewfbœ wfwË‡Z c‡Yï gvb wba©viY Kiv hvq, †hgb is, MÜ, NbZ¡,
MVb, ¯^v` BZ¨vw`| †kªYxe×KiY A_ev chv©wqZKi‡Yi mgq G¸‡jv‡K wfwË K‡iB KvR Ki‡Z nq|
R) eÈb cÖYvwj wbe©vPb (Selecting Distribution Channel): Drcv`bKvixi wbKU †_‡K cY¨ wKfv‡e
†fv³v‡ì nv‡Z †cŠuQv‡e Zv wb‡q wecYb wbe©vnx‡K wPšÍvfvebv Ki‡Z nq| GLv‡b cÖYvwj wbe©vPb,

ga¨¯’eëmvqx, mieivnKvix BZ¨vw` wel‡q wm×všÍ LyeB ¸iæZ¡c~Y|© e›UbKvix‡ì mn‡hvwMZvi Dci
wecY‡bimdjZv A‡bKvs‡k wbf©ikxj|
S) A_©ms¯’vb (Financing): wecYb Kvh©vewj m¤úv`‡bi Rb¨ A_© ms¯’vb cÖ‡qvRb| Drcv`b †_‡K ïiæ K‡i
†fv³vi wbKU cY¨ †cŠQv‡bvi Rb¨ cÖPzi A‡_©i cÖ‡qvRb nq| †hgbgRyix, †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 ¸iæZ¡c~Y© KvR|
T) e¨vwÛs (Branding): c‡Yï bvgKiY Kiv, bvg‡K RbwcÖq Kiv I bv‡gi cÖmvi NUv‡bv‡K eªvwÛs e‡j|
c‡Yï Rb¨ me‡P‡q ¸iæZ¡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|
U) g~j¨ wba©viY (Determining Price): wecY‡biAb¨Z¡g ¸iæZ¡c~Y© welq n‡jv g~j¨ wba©viY| †µZv‡ì µq
ÿgZv Ges cÖwZôv‡bi Kvw•LZ gybvdv AR©b‡K GKB mv‡_ mgš^q Kiv wecYb wbe©vnxi Rb¨ LyeB Kómva¨
e¨vcvi n‡q ùvovq| cÖwZ‡hvMx‡ì gv‡S Ae¯’vb K‡i g~j¨ wba©viY Ges cÖ‡qvR‡b cwieZ©b Ki‡Z nq|
V) wecYb cÖmvi (Marketing Promotion): c‡Yï msev` †fv³v‡ì wbKU h_vmg‡q †cŠQv‡Z n‡e| GB
Rb¨ wecYb eë¯’vcbvq bvbvwea †KŠkj i‡q‡Q| weÁvcb, weµwqKZv, weµq cÖmvi, cvewjwmwU, mivmwi
wecYb A_ev B›Uvi‡b‡Ui gva¨‡g cY¨ msµvšÍ Z_¨ †fv³v‡ì wbKU †cŠuQv‡bv hvq| mwVK wecYb cÖmvi
GKwU cÖwZôvb‡K mdjZv G‡b w`‡Z cv‡i|
W) SuywK MÖnY (Risk Taking): evRviRvZKi‡Y wewfbœ ai‡bi AwbðqZv i‡q‡Q Ges †m¸†jv †_‡K SuywKi
m„wó n‡q _v‡K| mgqMZ welq, ¯’vbMZ welq, g~j¨ n«vm-e„w×, AvBbMZ welq BZ¨vw` SuywKi m„wó Ki‡Z
cv‡i| wecYb GB mKj SuywK †gvKv‡ejv K‡i _v‡K| cY¨ Drcv`b †_‡K †fv³v mš‘wó ch©šÍ hZcÖKvi SuywK
i‡q‡Q,wecYb †mme SuywK †gvKv‡ejv Ki‡Z cÖwZôvb‡K mnvqZv K‡i|
X) evRvi msµvšÍ Z_¨ msMÖn (Collection of Market Information): c‡Yï evRviRvZKiY msµvšÍ
wewfbœ cÖKvi Z_¨ msMÖn KivI wecY‡bi KvR| eëmv‡qi cwjwm cÖYqb I cwiPvjbvi Rb¨ evRvi msµvšÍ
Z‡_ï cÖ‡qvRb| evRv‡i wK NU‡Q, Pvwn`v I mieiv‡ni cwiw¯’wZ wKiƒc, g~‡jï DÌvb-cZb,
cÖwZ‡hvwMZvi aib, d¨vkb I ÷vB‡ji eZ©gvb Ae¯’v, †fv³v‡ì iæwP I cQ›`-AcQ›` BZ¨vw` welqK Lei
msMÖn K‡i eëmvqxiv wb‡R‡ì eëmvwqK Kg©Kv‡Ûi iƒc‡iLv cwieZ©b I cwiea©b K‡i|
3| weµ‡qvËi Kvh©vewj (Functions after Sale): cY¨ weµq Ki‡jB wecY‡biKvR mgvß nq bv| cY¨ weµ‡qi
ciI wecY‡biA‡bK KvR _v‡K| weµq cieZx© Kvh©vewjmg~n wb‡¤œ Av‡jvPbv Kiv n‡jv|
K) weµ‡qvËi †mev (After Sale Services): c‡Yï aiY Abyhvqx weµ‡qvËi †mev †Ìqv cÖ‡qvRb| c‡Yï
Rb¨ ‡h M¨vivw›U I Iqv‡iw›U i‡q‡Q Zv mgqgZ cÖwZcvjb Kiv, cY¨ †cŠu‡Q †`qv A_ev h_vh_ †givgZ
Kiv BZ¨vw` KvR¸‡jv mgqgZ Kiv wecY‡biKv‡Ri AvIZvfy³|
L) †fv³vi mš‘wó cwigvc (Measuring Customer Satisfaction): cY¨ m¤ú‡K© †fv³v‡ì gZvgZ Kx
†mUv Rvbv cÖ‡qvRb| KviY †fv³v‡ì a‡i ivLvi Rb¨ Zv‡ì Pvwn`v, Zv‡ì Awf‡hvM Ges cY¨ m¤ú‡K©
Zv‡ì gZvgZ‡K g~j¨vqb Ki‡Z n‡e Ges †mB fv‡e wecYb †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‡Yï bZzb eënvi,
c‡Yï Dbœqb Ges cY¨ eënv‡i †µZv‡ì D™¢y× Kiv wecY‡biGKwU ¸iæZ¡c~Y© KvR|
N) wecYb wbqš¿Y (Marketing Control): cwiKíbv Abyhvqx wecY‡bimKj welq m¤úvw`Z n‡”Q wKbv
†mUv ch©‡eÿY Kiv ìKvi| AwZwi³ Drcv`b Ges weµq †hgb wVK bq, †Zgwb Kg Drcv`b Ges
weµqI h_v_© bq| cÖ‡qvRb n‡jv Kvg¨ Drcv`b Ges weµq| Avi †mB Kvi‡Ywbqš¿‡Yi gva¨‡g
wecY‡bi†cÖvMÖvgmg~n Kvg¨ Ae¯’vq ivLv hvq|

wkÿv_©xi KvR Drcv`b-cieZx© wecY‡bi 5wU Kvh©vewj D‡jøL Kiæb|
mvims‡ÿc
wecY‡bi Kvhv©ewj‡K wZbfv‡M fvM Kiv hvq; †m¸‡jv n‡jvDrcv`b-c~e© Kvh©vewj, Drcv`b-cieZx© Kvh©vewj
Ges weµ‡qvËiKvh©vewj| Drcv`‡bi c~‡e© wecYY †hme KvR K‡i Zv n‡jvcwi‡ek we‡kølY, ‡fv³v we‡kølY, cY¨
cwiKíbv I wecYb cwiKíbv| Avevi Drcv`b-cieZx© Kvh©vewji g‡a¨ i‡q‡Q µq, weµq, cwienb,
¸`vgRvZKiY, ‡gvowKKiY, †kÖwYe×KiY/ chv©wqZKiY, eÈb cÖYvwj wbe©vPb, A_©ms¯’vb, e¨vwÛs, g~j¨ wba©viY,
wecYb cÖmvi, SuywK MÖnY I evRvi-Z_¨ msMÖn| me©‡k‡l weµ‡qvËi Kvh©vewji g‡a¨ i‡q‡Q weµ‡qvËi †mev,
†fv³vi mš‘wó cwigvc, bZzb cY¨ Dbœqb I wecYb wbqš¿Y|

1| †Kvb& ch©v‡q wecYbKvix‡K Pvwn`v m¤ú‡K© AewnZ n‡Z n‡e?
K) weµqc~e© chv©q L) weµ‡qvËi ch©vq
M) Drcv`bc~e© ch©vq N) Drcv`bKvjxb ch©vq
2| cwi‡ek we‡kølY †Kvb& ai‡bi wecYb Kvh©?
K) cY¨ Drcv`b L) Drcv`b-c~ee© Zx© Kvh©
M) cY¨ eÈb N) cY¨ cÖmvig~jK Kvh©
3| wecY‡b weµ‡qvËi KvR †Kvb&wU?
K) cY¨ m¤ú‡K© aviYv cÖ`vb
L) g~j¨ m¤ú‡K© Rvbv‡bv
M) c‡Yï ‡gvowKKiY
N) ‡fv³vi mš‘wó cwigvc|
4| wecY‡bi ‡hme Kv‡Ri g‡a¨ w`‡q c‡Yï ¯^ZM¡ Z Dc‡hvM m„wó nq?
i) µq
ii) weµq
iii) weÁvcb
K) i I iii L) ii I iii
M) i I ii N) i, ii I iii

cvV-3.3 µq I weµq
Buying and Selling
D‡Ïk¨

• µq I weµq m¤ú‡K© aviYv Ki‡Z cvi‡eb; Ges
• cY¨ wecY‡b µq I weµ‡qi ¸iæZ¡ Rvb‡Z cvi‡eb|
¯^Z¡ n¯ÍvšÍi, m¤¢ve¨ †µZv, cÖK…Z †µZv, ¯’vqx ‡µZv, we‡µZvi evRvi, †µZvi
g~L¨ kãgvjv evRvi|
(Keywords)
µ‡qi msÁv (Definition of Buying)

mvaviY A‡_©, GKwU cÖwZôv‡bi †ÿ‡Î ÔµqÕ n‡jv †fv³vi Pvwn`v c~iY Kivi Rb¨ mieivnKvixi wbKU
†_‡K cÖ‡qvRbxq cY¨ msMÖn| wecY‡bi †ÿ‡Î µqKvh© K‡qKwU vel‡qi mv‡_ mswkøó _v‡K| †m¸‡jv n‡jv(K)
c‡Yï cÖ‡qvRb wba©vi‡Yi Rb¨ cwiKíbv cÖYqb I ev¯Íevqb (L) mwVK mieiv‡ni Drm wbe©vPb; (M) c‡Yï
Dchy³Zv hvPvBKiY (N) c‡Yï g~j¨, †Wwjfvix BZ¨vw` msµvšÍ kZ© wbiƒcY Ges (O) ¯^Z¡ n¯ÍvšÍi| cY¨ µq Kivi
c~‡e© †µZv‡K c‡Yï cÖ‡qvRbxqZv wba©viY Ki‡Z nq| Zv‡K Zvi cÖ‡qvRbxq c‡Yï cÖKvi, cwigvY I ¸Yv¸Y wbY©q
K‡i Zv msMÖ‡ni cš’v wbe©vPb Ki‡Z nq| †µZv‡K hLb wb‡Ri D‡`¨v‡M mieiv‡ni Drm Lu‡y R †ei Ki‡Z nq ZLb
weivRgvb cwiw¯’wZ‡K ejv nq we‡µZvi evRvi (Sellers’ market)| Aciw`‡K, we‡µZv c‡Yï Drm m¤ú‡K©
†µZv‡ì Rvbv‡bvi Rb¨ mwµq D‡`¨vM MÖnY Ki‡j ZLb Zv †µZvievRvi (Buyers’ market) bv‡g AwfwnZ nq|
c‡Yï Drm wbe©vP‡bi ci †µZv‡K Zvi cÖ‡qvR‡bi mv‡_ msMwZ †i‡L c‡Yï Dc‡hvwMZv hvPvB K‡i †`L‡Z nq|
µq Kv‡h©i me©‡kl avc n‡jv c‡Yï g~j¨ I weµq kZ©vw` wbiƒcb|
wK cÖKv‡ii cY¨ †Kvbg evRvi †_‡K wK cwigv‡Y, †Kvb mg‡q, wK g~‡j¨ I wKiƒc k‡Z© µq Kiv n‡e, Zv wba©vi‡Yi
ci †µZv (A_©vr eëmvqx cÖwZôvb) Zvi we‡ePbvgZ Dc‡hvMx cY¨ µq K‡i| µqKv‡h© wb‡¤œv³ ‰ewkó¨¸‡jv jÿ
Kiv hvq-
 cÖwZôv‡bi Rb¨ †Kvb& cb¨, wK cwigv‡Y cÖ‡qvRb Zvi cwiKíbv cÖYqb I ev¯Íevq‡bi mv‡_ ÔµqÕ Kvh©
RwoZ;
 †Kvb& Drm †_‡K mwVK mg‡q mwVK cwigvY cY¨ cvIqv hv‡e Zv wba©viY Kiv µq Kv‡h©i Ab¨Zg êwkó¨;
 µ‡qi mv‡_ mswkøó Av‡iKwU welq n‡jv wewfbœ Drm †_‡K †hme cY¨ cvIqv hvq Zvi Dchy³Zv
hvPvBKiY;
 c‡Yï g~j¨, cY¨ wKfv‡e mieivn Kiv n‡e, mieiv‡ni ¯’vb BZ¨vw` msµvšÍ kZ©vewj wbiƒc‡Yi mv‡_I µq
Kvh© RwoZ;
 cY¨ Lwi` Kivi ci c‡Yï ¯^Z¡ n¯ÍvšÍ‡ii mv‡_ µq Kvh© m¤ú„³|
cY¨ wecY‡b µ‡qi ¸iæZ¡ (Importance of Buying in Marketing)

cY¨ wecY‡bi †ÿ‡Î µ‡qi ¸iæZ¡ Acwimxg | wb‡¤œ Zv D‡jøL Kiv n‡jv-
 ‡fv³v †hmg‡q I †h ¯’v‡b cY¨ µq Ki‡Z Pvq †mmgq cY¨ ev †mev wecYbKvix cY¨ mieivn K‡i|

 c‡Yï mwVK gvb I g~j¨ eRvq †i‡L wecYbKvix cY¨ evRv‡i mieivn K‡i †hb †fv³v mn‡R cY¨ µq
Ki‡Z cv‡i|
 ‡fv³vi cÖZ¨vkv I Pvwn`vi wewfbœZv Abyhvqx cY¨ cÖ¯‘Z K‡i, ‡mB cY¨ evRv‡i mieivn Kivi d‡j †µZv
ev †fv³vDchy³ cY¨ µq Ki‡Z cv‡i|
 ‡fv³vi mš‘wó weav‡bi Rb¨ µq Kvh©µ‡gi gva¨‡g †fv³vi wbKU gvbm¤§Z cY¨ h_vh_ g~‡j¨ mwVK ¯’v‡b
mnRjf¨ Kiv nq|
 wecYbKvix ‡fv³vi µq wbwðZ Kivi Rb¨ †fv³vi Pvwn`v Av‡MB wbiƒcb K‡i cY¨ cÖ¯‘Z K‡i iv‡L,
Avevi cY¨ msiÿYI K‡i|
weµ‡qi msÁv (Definition of Selling)

weµqwecY‡bi GKwU ¸iæZ¡c~Y© Kvh©| weµq Kvh© ïay c‡Yï ¯^Z¡ n¯ÍvšÍ‡ii mv‡_B RwoZ bq; Pvwn`v m„wó, †µZv
AbymÜvb, †µZvi cÖ‡qvR‡bi mv‡_ we‡µZvi c‡Yï mvgÄm¨ weavb Ges weµq msµvšÍ kZ©vw` wbiƒcY Gi AšÍf~³ © |
we‡µZv †µZvi Ae‡PZb g‡b c‡Yï myß cÖ‡qvRbxqZvDÏxß K‡i †Zv‡j I mwµq Pvwn`vi m„wó K‡i| Pvwn`v m„wói
Rb¨ †m wewfbœ cÖmvi gva¨g eënvi K‡i (‡hgb weÁvcb weµq cÖmvi, e¨w³K weµq I Rbms‡hvM)| P~ovšÍ
weµqKvh© m¤úv`‡bi Rb¨ Pvwn`v m„wóB h‡_ó bq, cY¨ µ‡qi Rb¨ Kvw•LZ †µZvI Lu‡y R †ei Ki‡Z nq| †µZv
AbymÜv‡bi Rb¨ we‡µZv weµqKg©x wb‡qvM K‡i, m¤¢ve¨ †µZvi wbKU cY¨ ZvwjKv †cÖiY K‡i, †Uwj‡dv‡b
†hvMv‡hvM K‡i, cvBKvix ev LyPiv †`vKv‡b cY¨ mieivn K‡i,cwi‡ekK wb‡qvMK‡i Ges AvKl©Yxq cY¨ m¾vi
eë¯’v K‡i| †µZv AbymÜvb Kivi ci we‡µZv †µZvi cÖ‡qvR‡bi mv‡_ wb‡Ri cY¨ Lvc LvB‡q †bqvi Rb¨ evRvi
M‡elYv, weµq ch©‡eÿY Ges weµqKg©x I Ab¨vb¨‡ì wbKU †_‡K cÖvß Z‡_ï Dci wfwË K‡i †µZvi cQ›`-
AcQ›` wbY©q K‡i| †µZv‡ì me©vwaK mš‘wó weavb K‡i Ae¨vnZ m¤úK© eRvq ivLvi Rb¨ Zv‡ì Pvwn`v I cQ›`-
AcQ‡›ì mv‡_ c‡Yï wWRvBb, AvKvi, is, g‡Wj I c¨vwKs-Gi mvgÄm¨weavb Acwinvh©| we‡µZv weµ‡qi
kZ©vwÌ wbiƒcb K‡i| g~j¨ cwi‡kv‡ai mgq, cwi‡kv‡ai wbqg, evÆv ev Kwgk‡bi nvi, cY¨ †Wwjfvixi ZvwiL,
cÖ‡`q g~j¨ BZ¨vw` m¤úwK©Z kZ©vewj wVKVvK nIqvi ci we‡µZvi wbKU †_‡K †µZvi wbKU c‡Yï ¯^Z¡ n¯ÍvšÍwiZ
nq|
weµq Kv‡h© KwZcq ‰ewkó¨ jÿ Kiv hvq-
 weµq Kv‡h©i gva¨‡g m¤¢ve¨ †µZvi g‡a¨ Pvwn`vi m„wó Kiv nq| †µZvi g‡bi myß I ARvbv cÖ‡qvRb‡K
mbv³ Kiv weµq Kv‡h©i Ab¨Zg jÿ¨|
 weµ‡qi Kv‡h©i Ab¨Zg êwkó¨ I KvR †µZv AbymÜvb| wewfbœ Dcv‡q †µZv AbymÜvb Kg©KvÛ cwiPvwjZ
nq| Gme Kg©KvÛ wecY‡bi `„wó‡KvY †_‡K weµq Kv‡h©i AvIZvfz³|
 weµ‡qi Kvh© MÖvn‡Ki cÖ‡qvR‡bi mv‡_ weµ‡qi c‡Yï mvgÄm¨ weavb K‡i Ges GB D‡Ï‡k¨ evRvi
M‡elYv cwiPvwjZ K‡i|
 weµq Kv‡h©i Av‡iKwU êwkó¨ n‡jv weµ‡qi kZ©vw` wbiƒcY| wewµZ c‡Yï g~j¨ KLb I wKfv‡e cwi‡kva
Kiv n‡e, wewµZ cY¨ KLb, †Kv_vq I wKfv‡e †µZvi wbKU †cuŠwQ‡q †`qv n‡e BZ¨vw` hveZxq kZ©vewj
wba©viY Kiv weµq Kv‡h©i AšÍf©~³|
 weµq Kv‡h©i gva¨‡gB we‡µZvi wbKU †_‡K †µZvi wbKU wewµZ c‡Yï ¯^Z¡ n¯ÍvšÍwiZ nq|
cY¨ wecY‡b weµ‡qi ¸iæZ¡ (Importance of Selling in Marketing)

†h‡Kvb cY¨ ev †mev Drcv`‡bi ci Zv weµ‡qi gva¨‡g eëmvwqK D‡Ïk¨ mvab Kiv hvq| cY¨ wecY‡b weµ‡qi
¸iæZ¡ wb¤œiƒc-
 weµ‡qi gva¨‡g ‡µZv I we‡µZv GKwU ¯’v‡b GKwÎZ n‡Z cv‡i| we‡µZv cY¨ m¤ú‡K© †µZv‡K Rvbv‡Z
cv‡i, Avevi †µZvi KvQ †_‡K cY¨ m¤ú‡K© Awfe¨w³I Rvb‡Z cv‡i|

 weµ‡qi gva¨‡g †µZv I we‡µZvi g‡a¨ cY¨ ev †mevi gvwjKvbvi wewbgq nq| ZvB weµq wecYb
Kvh©µ‡gi ¸iæZ¡c~Y© Ask|
 †fv³vi mš‘wó AR©b Kivi Rb¨ wecYbKvix †µZv ev †fv³vi Pvwn`v Abyhvqx cY¨ ‡µZvi Kv‡Q n¯ÍvšÍi
K‡i weµ‡qi gva¨‡g|
 weµq Kvh©µ‡gi gva¨‡g wecYbKvix cÖK…Z †µZv m„wó Ki‡Z cv‡i, Avevi ¯’vqx ‡µZvq iƒcvšÍi Ki‡Z
cv‡i|
 cY¨ cÖ¯‘Z Kivi ci cY¨ weµq K‡i wecYbKvix evRv‡i Pvwn`v I †hvMv‡bi g‡a¨ mgZv ivL‡Z cv‡i|
 weµqKgx©‡ì gva¨‡g Dchy³ †µZv I †fv³vi Kv‡Q cY¨ n¯ÍvšÍi K‡i| cY¨ weµ‡qi gva¨‡g weµqKgx©‡K
†cÖlYv cÖ`vb Kiv hvq|
wkÿv_©xi KvR µq I weµ‡qi 2wU K‡i êwkó¨ wjLyb|
mvims‡ÿc
cÖwZôv‡bi Rb¨ †Kvb& cb¨, wK cwigv‡Y cÖ‡qvRb Zvi cwiKíbv cÖYqb I ev¯Íevq‡bi mv‡_ µqKvh© RwoZ|
‡fv³vi cÖZ¨vkv I Pvwn`vi wewfbœZv Abyhvqx cY¨ cÖ¯‘Z Kiv nq| ‡m cY¨ evRv‡i mieivn Kivi d‡j †µZv ev
†fv³v Dchy³ cY¨ µq Ki‡Z cv‡i|weµqKvh© ïay c‡Yï ¯^Z¡ n¯ÍvšÍ‡ii mv‡_B RwoZ bq; Pvwn`v m„wó, †µZv
AbymÜvb, †µZvi cÖ‡qvR‡bi mv‡_ we‡µZvi c‡Yï mvgÄm¨ weavb Ges weµq msµvšÍ kZ©vw` wbiƒc‡Yi mv‡_I
m¤ú„³| weµ‡qi gva¨‡g ‡µZv I we‡µZv GKwU ¯’v‡b GKwÎZ n‡Z cv‡i|cY¨ cÖ¯‘Z Kivi ci cY¨ weµq K‡i
wecYbKvix evRv‡i Pvwn`v I †hvMv‡bi g‡a¨ mgZv ivL‡Z cv‡i|
√) wPý w`b-
mwVK DË‡ii cv‡k wUK (√
1| wecY‡bi †Kvb& KvRwU wewbg‡qi mv‡_ m¤ú„³?
K) µq L) ‡gvowKKiY
M) A_©ms¯’vb N) cwienb
2| †mwjg GKRb Avg eëmvqx| wZwb eQ‡ii ïiæ‡Z `yB gY Avg µq Ki‡jb| GLv‡b µ‡qi D‡Ïk¨ wK?
K) A_©ms¯’vb L) ‡µZv-we‡µZvi m¤úK©
M) cybtweµq N) cybtDrcv`b
3| weµq Kvh©vewji mv‡_ wb‡Pi †Kvb&wU RwoZ?
K) wewbgq L) ‡gvowKKiY
M) A_©ms¯’vb N) cwienb
4| mvwenv Zvi d¨vkb nvD‡Ri cÖmvig~jK Kv‡Ri gva¨‡g †µZv‡K cY¨ µ‡q DrmvwnZ Kivi wm×všÍ †bb|
GLv‡b wecY‡bi ‡Kvb& KvRwU cwijwÿZ nq?
K) gvb wbav©iY L) cwienb
M) evRvi Z_¨ we‡kølY N) weµq

cvV-3.4 cwienb I ¸`vgRvZKiY

Transportation and Warehousing
D‡Ïk¨

• cwien‡bi msÁv Rvb‡Z cvi‡eb;
• cY¨ wecY‡b cwien‡bi ¸iæZ¡ Rvb‡Z cvi‡eb;
• ¸`vgRvZKiY m¤ú‡K© aviYv Ki‡Z cvi‡eb; Ges
• cY¨ wecY‡b ¸`vgRvZKi‡Yi ¸iæZ¡ Rvb‡Z cvi‡eb|
g~j¨ w¯’wZkxjZv, msiÿY ¯’vb, mgqMZ Dc‡hvM, ¯’vbMZ Dc‡hvM|

cwien‡bi aviYv (Concept of Transportation)

†hLv‡b cY¨ Drcvw`Z nq ‡mLvb †_‡K †h ¯’v‡b cY¨ †fvM nq †m ¯’v‡b cY¨ ¯’vbvšÍi K‡i cwienb
¯’vbMZ Dc‡hvM m„wó K‡i| cwienb wecY‡bi GKwU ¸iæZ¡c~Y© Ask| DbœZ cwienb eë¯’v evRv‡ii cwiwa ¯’vbxq
GjvKv †_‡K `~i AÂ‡j m¤cÖmvwiZ K‡i, RvZxq evRv‡ii m¤cÖmviY NwU‡q AvšÍRv© wZK evRv‡i cÖe‡ki my‡hvM K‡i
†`q, †fv³v‡ì cY¨ †fv‡M êwPÎ¨ Avbqb K‡i, wecYb e¨q n«vm K‡i Ges c‡Yï n¯ÍvšÍi `ªæZ K‡i| DbœZ cwienb
cÖ‡Z¨K AÂ‡ji Rb¨ cY¨ Drcv`‡b we‡klvwqZ nIqvi c_ cÖk¯Í K‡i hv AvšÍtAvÂwjK Dbœq‡b fvimvg¨ m„wói
mnvqK| Drcv`K I †µZvi g‡a¨ `~iZ¡ hZ †ewk n‡e cwien‡bi ¸iæZ¡I ZZ e„w× cv‡e| Drcv`b †K‡›`ª cY¨
†cÖi‡Yi Rb¨ wewfbœ cÖKvi cwienb eëüZ nq, h_v (K) ¯’j cwienb (†ij I moK c_), (L) Rj cwienb
(†bŠc_ I mvgyw`ªK c_) Ges (M) wegvb cwienb| wegvb cwienb LyeB e¨qmva¨ e‡j cY¨ cwien‡b ¯’j Ges Rj
c_B me©vwaK eëüZ nq|
cY¨ wecY‡b cwien‡bi ¸iæZ¡ (Importance of Transportation in Marketing)

cY¨ cwien‡bi gva¨‡g wecYb ¯’vbMZ Dc‡hvM m„wó Ki‡Z cv‡i| G KviYwU QvovI cwienb AviI †hme Kvi‡Y
¸iæZ¡ enb K‡i Zv wb¤œiƒc-
 cY¨ Drcv`‡Ki wbKU †_‡K †µZv ev †fv³vi Kv‡Q †cŠ‡Q w`‡q cwienb ¯’vbMZ Dc‡hvM m„wó K‡i|
 cwien‡bi gva¨‡g mwVK mg‡q Drcv`‡Ki KvQ †_‡K †µZv ev †fv³vi Kv‡Q cY¨ mieivn Kiv m¤¢e
nq|
 †fv³vi mš‘wó AR©‡bi Rb¨ wecYbKvix gvbm¤§Z cY¨, mwVK g~‡j¨ mieivn Kivi mv‡_ mv‡_ mwVK
¯’v‡b mnRjf¨ K‡i|
 cwien‡bi gva¨‡g †µZv I we‡µZvi gv‡S †hvMv‡hvM ¯’vwcZ nq|
 Drcv`‡Ki KvQ Drcvw`Z cY¨ cwien‡bi gva¨‡g evRv‡i mieivn Kiv nq d‡j Drcv`K cY¨ e›U‡bi
e¨vcv‡i wPšÍvgy³ _v‡K|
 Pvwn`v I †hvMv‡bi g‡a¨ mvgÄm¨ ivLvi Rb¨ wecY‡b cwienb ¸iæZ¡c~Y© f~wgKv cvjb K‡i|
 wbqwgZ I mwVKfv‡e cY¨ cwien‡bi gva¨‡g †µZv I †fv³v‡ì gv‡S ‡fv‡Mi êwPÎ¨ Avbv m¤¢e nq|
 cwienb wewfbœ ¯’v‡b cY¨ cwienb K‡i evRvi m¤úªmviY Ki‡Z cv‡i|
 `ÿ I mwVK cwienb eë¯’vi gva¨‡g c‡Yï g~‡jï w¯’wZkxjZv eRvq ivLv m¤¢e|

¸`vgRvZKi‡Yi aviYv (Concept of Warehousing)

mf¨Zvi weKvk NUvi mv‡_ mv‡_ cY¨ Drcv`‡b hyMvšÍKvix cwieZ©b NUj| Avi G mv‡_ cÖ‡qvRb †`Lv w`j cY¨`ªe¨
msiÿ‡Yi| cÖ‡qvR‡bi AwZwi³ Drcvw`Z cY¨ fwel¨‡Zi cÖ‡qvRb †gUv‡bv I bó nevi nvZ †_‡K iÿv Kivi Rb¨
¸`vgRvZKi‡Yi cÖ‡qvRbxqZv ‡`Lv †`q| ¸`vgRvZKiY (ev cY¨ msiÿY) wecY‡bi GKwU ¸iæZ¡c~Y© KvR|
cY¨Drcv`‡bi ci eënvi nIqv ch©šÍ gRy` K‡i ¸`vgRvZKiY mgqMZ Dc‡hvM (Time utility) m„wó K‡i|
wecY‡bi cÖvq cÖ‡Z¨K ch©v‡qB cY¨ msiÿ‡Yi cÖ‡qvRb nq| c‡Yï Drcv`b I P~ovšÍ weµ‡qi gaëZ©x mg‡q mwVK
Ae¯’vq cY¨ wbivc‡` ivLv‡KB msiÿY ejv hvq| msiÿY Kvh© e›Ub cÖYvwji cÖvq me©¯Í‡iB m¤úvw`Z n‡q _v‡K|
Drcv`K †hgb Zvi Drcvw`Z cY¨ wewµ bv nIqv ch©šÍ wb‡Ri Kv‡Q ‡i‡L †`q, wVK Abyiƒcfv‡e cwienb G‡RÝx,
cY¨vMvi KZ©„cÿ Ges cvBKvi I LyPiv eëmvqx‡ì g‡Zv Ab¨vb¨ ga¨¯’eëmvqxMYI cY¨ msiÿY K‡i _v‡K|
†hme c‡Yï Pvwn`v mviv eQie¨vcx †j‡M _v‡K A_P Drcvw`Z nq GKwU we‡kl †gŠmy‡g, †m¸‡jv‡K eQie¨vcx
Pvwn`v †gUv‡bvi Rb¨ msiÿY K‡i ivL‡Z nq| K…wlc‡Yï wecY‡b ZvB ¸`vgRvZKiY we‡klfv‡e ¸iæZ¡c~Y|© KviY
K…wlc‡Yï Drcv`‡bB †gŠmywg cÖfve me©vwaK Abyf~Z nq| Aek¨ KwZcq cY¨ Av‡Q †h¸‡jvi Drcv`b †gŠmygwfwËK
bv n‡jI G‡ì cwienb eë¯’v †gŠmygwfwËK nIqvq †m¸‡jv msiÿY K‡i ivL‡Z nq| D`vniY¯îƒc, AvKwiK
†jŠn, Kqjv I KvV mvaviYZ b`xc‡_ cwievwnZ nq| Livi mgq b`xi cvwb ïwK‡q †M‡j ev K‡g †M‡j †bŠ-PjvPj
m¤¢e nq bv| Gme c‡Yï cwien‡b cvwbi cÖvc¨Zvi Dci wbf©i Ki‡Z nq| ZvB hZw`b Livi cÖv`yfv© e _v‡K,
ZZw`b G¸‡jv gRy` K‡i ivLvi cÖ‡qvRb nq| eid, VvÛv cvbxq, D‡ji †gvRv BZ¨vw` AwbqwgZ Pvwn`vwewkó
c‡Yï Drcv`b wbqwgZ ivLvi RbÏ ¸`vgRvZKi‡Yi ìKvi| wWg, †Mvj Avjy, gvQ, gvsm, `ya, mâx BZ¨vw`
cPbkxj c‡Yï Aeÿq †iva Kivi Rb¨ msiÿY myweavi cÖ‡qvRb| cY¨ †Wwjfvixi AwbðqZv cwinvi K‡i
Drcv`b ev Pvwn`v Ae¨vnZ ivLvi Rb¨ A‡bK cY¨ ¸`vgRvZ K‡i ivL‡Z nq| mvaviYZc‡Yï msiÿY Kvh©
Drcv`K, cvBKvi, LyPiv eëmvqx, cY¨Mvi ms¯’v BZ¨vw` KZ…K
© m¤úvw`Z nq|
cY¨ wecY‡b ¸`vgRvZKi‡Yi ¸iæZ¡ (Importance of Warehousing in Marketing)
1. mgqMZ Dc‡hvM m„wó (Creation of Time Utility): A‡bK cY¨ Av‡Q hv mviv eQi Drcvw`Z nq bv,
eQ‡ii we‡kl †gŠmy‡g Gme Drcvw`Z n‡q _v‡K| A_P Gme cY¨ mviv eQiB eënvi Kivi cÖ‡qvRb nq|
cY¨ msiÿY K‡i †gŠmy‡gi evowZ Drcv`b eQ‡ii Ab¨vb¨ mg‡q eënv‡ii Rb¨ a‡i ivLv hvq| ZvB
msiÿ‡Yi gva¨‡g mgqMZ Dc‡hv‡Mi m„wó nq|
2. wbqwgZ mieivn (Regularity in Supply): `y®úÖvc¨Zvi mgq †fv³v‡ì cY¨ mieivn wbqwgZ ivLvi
D‡Ï‡k¨ †gŠmygx-cY¨ Drcv`‡bi ci msiÿY Kiv DwPZ| wewfbœ cÖKvi km¨, Zzjv, ZvgvK BZ¨vw` K‡qK
gvm ¸`vgRvZ K‡i ivLv hvq| A‡bK cPbkxj `ªe¨ †hgb Avjy, wWg, gvQ, dj BZ¨vwÌ msiÿY K‡i ivLv
hvq| d‡j cÖ‡qvR‡bi mgq Gme `ªe¨ evRviRvZ K‡i †fv³v‡ì wbqwgZ mieivn Kiv m¤¢e nq|
3. eëmvwqK DÌvb-cZ‡bi n«vm (Reduction of Business Fluctuations): cY¨ msiÿ‡Yi gva¨‡g
eëmvwqK DÌvb-cZ‡bi cÖwZK‚jZv †gvKv‡ejv Kiv hvq| hLb eëmvq g›`v Pj‡Z _v‡K, ZLb Drcvw`Z
cY¨ msiÿY Kiv n‡j Zv Drcv`‡bi eZ©gvb MwZ Ae¨vnZ iv‡L| GKBfv‡e hLb c‡Yï Pvwn`v ZxeªZi
nq, ZLb cY¨vMvi †_‡K Zv evRv‡i †Q‡o w`‡q mieivn wVK ivLv hvq|
4. g~‡j¨ w¯’wZkxjZv Avbqb (Stabilization of Prices): cY¨ msiÿY K‡i Pvwn`v I mieiv‡ni g‡a¨
mgš^q weavb Kiv hvq| Pvwn`v I mieiv‡ni Giƒc mgš^q evRv‡i c‡Yï DVv-bvgv n«vm K‡i, d‡j g~‡j¨
w¯’wZkxjZv eRvq _v‡K|
5. msiÿY ¯’vb (Place of Storage): cY¨mvgMÖx Ggb ¯’v‡b msÿ‡Yi eë¯’v Kiv DwPZ hv Drcv`bI
wecY‡bi mv‡_ RwoZ mKj e¨w³i Rb¨ myweavRbK nq| cY¨vMvi h‡_vchy&³ ¯’v‡b Aew¯’Z _vK‡j c‡Yï
cwienb Z¡ivwš^Z nq, cwienb e¨q n«vm cvq Ges †fv³v Abvqv‡m I Kg g~‡j¨ cY¨ msMÖn Ki‡Z cv‡i|

6. msiwÿZ c‡Yï mwVK hZœ (Proper care of Merchandise in Storage): cY¨vMv‡i †hme cY¨`ªe¨
¸`vgRvZ K‡i ivLv nq Zvi mwVK hZœ †bqv cÖ‡qvRb| cY¨ Av`k© Ae¯’vq msiÿY Kiv bv n‡j Zv
†fv³v‡ì cÖ‡qvRb †gUv‡Z e¨_© nq| Pzwi, AwMœKvÛ, evZvm, cvwb, VvÛv, Mig Ges cÖvK…wZK Kvi‡Y m„ó
SzuwK n‡Z cY¨mvgMÖx iÿv Kiv m¤¢e nq|
7. cwienb e¨q n«vm (Reduction of Transportation Cost): mvaviYZ cY¨ msiÿY Kivi D‡Ï‡k¨
mswkøó eëmvqx eûj cwigv‡Y cY¨ GKwÎZ K‡i| AwaK cY¨ msMÖn Ges ¸`vg N‡i mieivn Kivi d‡j
cwienb e¨q n«vm cvq| KviY †ewk cwigv‡Y cY¨ cwienb Kiv n‡j GKK cÖwZ e¨q Kg nq|
8. SzuwK n«vm (Reduction of Risk): ¯^bvgab¨ cY¨vMv‡i cY¨ msiÿY K‡i c‡Yï gvwjK gvwjKvbvi mv‡_
RwoZ KwZcq SzuwK n«vm Ki‡Z cv‡i| cY¨vMvi KZ©„cÿ SzuwKi wKQz Ask wb‡RB enb K‡i|
9. g~j¨ n«vm (Reduction of Prices): msiÿY eë¯’v _vKvi d‡j Drcv`KMY Zv‡ì AwZwi³ cY¨
msiÿ‡Y DrmvwnZ nq| Gfv‡e msiÿY eë¯’v c‡Yï g~j¨ n«v‡m mnvqZv K‡i| Drcv`K cY¨ msiÿY
Kivi myweav †c‡j AwaKZi Drcv`‡b DrmvwnZ nq| ewa©Z Drcv`‡bi d‡j c‡Yï GKK e¨q I GKK
g~j¨ n«vm cvq|
10. fwel¨r Pvwn`v ‡gUv‡bv (Satisfying Future Demand): fwel¨r Pvwn`vi cÖZ¨vkvq e¨vcKvKv‡i
Drcv`b cwiPvwjZ nq| A‡bK †ÿ‡ÎB, we‡kl K‡i m¤ú~Y© bZzb `ª‡eï †ejvq, Pvwn`v m„wói Av‡MB `ªe¨
Drcv`b Ki‡Z nq| ZvB hZ w`b ch©šÍ Pvwn`vi D™¢e bv nq, ZZ w`b ch©šÍ cY¨ msiÿY Kiv Acwinvh©|
11. Ab¨vb¨ cÖ‡qvRbxqZv (Other Kinds of Importance): AviI K‡qKwU Kvi‡YI cY¨vMvi eënvi Kiv
cÖ‡qvRb : (K) KwZcq cY¨ (h_v gvsm, ZvgvK, cwbi) msiÿ‡Yi c~‡e© ïwK‡q ev Ab¨vb¨ cÖwµqvq msiÿY
Dc‡hvMx K‡i wb‡Z nq| G ai‡bi cÖwµqv Pvjv‡bvi my‡hvM-myweav cY¨vMv‡i we`¨gvb _v‡K; (L) e„nr
Drcv`‡Ki c‡ÿ Ae¨vnZ MwZ‡Z Drcv`b Pvwj‡q hvIqv Av‡`Š m¤¢e bq, hw` bv m`v-me©`v mnRjf¨Zvi
myweav‡_© KuvPvgvj gRy` ivLv nq; Ges (M) wKQy wKQy cY¨ (†hgb, KuvPvgvj I K…wlR cY¨) Drcv`KMY †ekx
g~j¨ cvevi D‡Ï‡k¨ msiÿY K‡i _v‡K|
wkÿv_©xi KvR †gŠmygx cY¨ ¸`vgRvZKiY Kiv †Kb cÖ‡qvRb?- e¨vL¨v Kiæb|
mvims‡ÿc
†hLv‡b cY¨ Drcvw`Z nq †mLvb †_‡K †h ¯’v‡b cY¨ †fvM nq †m ¯’v‡b cY¨ ¯’vbvšÍi K‡i cwienb ¯’vbMZ
Dc‡hvM m„wó K‡i| Drcv`b †K‡›`ª cY¨ †cÖi‡Yi Rb¨ wewfbœ cÖKvi cwienb eëüZ nq, h_v (K) ¯’j cwienb
(†ij I moK c_), (L) Rj cwienb (†bŠc_ I mvgyw`ªK c_) Ges (M) wegvb cwienb| wegvb cwienb LyeB
e¨qmva¨ e‡j cY¨ cwien‡b ¯’j Ges Rj c_B me©vwaK eëüZ nq| cwien‡bi gva¨‡g †µZv I we‡µZvi gv‡S
†hvMv‡hvM ¯’vwcZ nq| Avevi, Pvwn`v I †hvMv‡bi g‡a¨ mvgÄm¨ ivLvi Rb¨ wecY‡b cwienb ¸iæZ¡c~Y© f~wgKv
cvjb K‡i| Ab¨w`‡K, ¸`vgRvZKiY ev cY¨ msiÿY wecY‡bi AviI GKwU ¸iæZ¡c~Y© KvR| Drcv`‡bi ci
cY¨mvgMÖx eënvi nIqv ch©šÍ gRy` K‡i ¸`vgRvZKiY mgqMZ Dc‡hvM m„wó K‡i| cY¨ wecY‡b
¸`vgRvZKi‡Yi ¸iæZ¡c~Y© KviY ¸`vgRvZKiY mgqMZ Dc‡hvM m„wó , wbqwgZ cY¨ mieivn, eëmvwqK DÌvb-
cZ‡bi SzuwK n«vm, g~‡j¨ w¯’wZkxjZv Avbqb, msiwÿZ c‡Yï mwVK hZœ, cwienb e¨q n«vm, SzuwK n«vm, g~j¨ n«vm,
fwel¨‡Zi Pvwn`v wgUv‡bv I Ab¨vb¨ cÖ‡qvRbxqZv c~i‡Yi †ÿ‡Î f~wgKv iv‡L|

√) wPý w`b-
1| wecY‡bi gva¨‡g †Kvb& Dc‡hvM m„wó nq?
K) mgqMZ L) ¯’vbMZ
M) ¯^ZM¡ Z N) iƒcMZ
2| ¯’vbMZ Dc‡hvM m„wó nq wecY‡bi †Kvb& Kv‡Ri gva¨‡g?
K) ¸`vgRvZKiY L) cÖwgZKiY
M) cwienb N) ch©vwqZKiY
3| Pvwn`v I †hvMv‡bi g‡a¨ mvgÄm¨ ivLv hvq wKfv‡e?
K) Drcv`b L) cwienb
M) wecYb N) ch©vwqZKiY
4| †Kvb& Kv‡Ri gva¨‡g fwel¨‡Zi Pvwn`v †gUv‡bv hvq?
K) cwienb L) cÖwgZKiY
M) ¸`vgRvZKiY N) Drcv`b

cvV-3.5 cÖwgZKiY I chv©wqZKiY

Standardization and Grading
D‡Ïk¨

• cÖwgZKiY m¤ú‡K© aviYv Ki‡Z cvi‡eb;
• cY¨ wecY‡b cÖwgZKi‡Yi ¸iæZ¡ Rvb‡Z cvi‡eb;
• ch©vwqZKiY m¤ú‡K© aviYv Ki‡Z cvi‡eb;
• cY¨ wecY‡b ch©vwqZKi‡Yi ¸iæZ¡ Rvb‡Z cvi‡eb; Ges
• cÖwgZKiY I ch©vwqZKi‡Yi g‡a¨ cv_©K¨ Rvb‡Z cvi‡eb|
gvb wba©viY, ˆbmwM©K gvb, c‡Yï †kªwYweb¨vm|

cÖwgZKi‡Yi msÁv (Definition of Standardization)

Bs‡iwR ‘Standardization’ kãwUi AvwfavwbK A_© cÖwgZKiY ev gvb wba©viY| gvb ev (Standard)
kãwU †_‡K gvb wba©viY K_vwUi DrcwË| ÔgvbÕ n‡jv †h‡Kvb wKQyi ¸Yv¸‡Yi (Quality) GKwU cwigvc| Gi g‡a¨
wbwnZ _v‡K mgiƒcZvi (Uniformity) aviYv| wecYb kv‡¯¿ gvb ej‡Z †Kvb `ª‡eï evwn¨K ev ˆbmwM©K gvb‡K
(Physical) eySvq| †h‡Kvb cY¨`ª‡eï IRb, AvKvi, gReywZ, is ev eY©, ¯’vwqZ¡, Aeqe ev Ab¨vb¨ evwn¨K êwkó¨
gvb-Gi AšÍf©y³| cÖwgZKiY ÷¨vÛvW© ev gv‡bi mv‡_ Nwbôfv‡e m¤úwK©Z| cÖwgZKiY n‡”Q KwZcq wbY©vqK
(Criteria) wba©viY Kiv, hvi mv‡_ cY¨`ª‡eï ûeû wgj _vK‡e| Avi evwn¨K gvbmg~nB n‡jv wbY©vqK| hLb †Kvb
GKwU cY¨ cÖwgZKiY Kiv nq, ZLb G Øviv eySv‡bv nq †h wbw`©ó gv‡bi mv‡_ c‡Yï mv`„k¨ i‡q‡Q| AviI †mvRv
K_vq ejv hvq, c‡Yï mywbw`©ó gvb w¯’i KivB n‡”Q gvb wba©viY ev cÖwgZKiY| cY¨`ª‡eï KwZcq êwk‡óï Dci
wfwË K‡i gvb wba©viY Kiv nq| mywbw`©ó gvb w¯’i Kivi ci cY¨`ªe¨ ch©vwqZ Kiv nq|
wecYb Kv‡h© `ÿZv Avbqb I weµq Kv‡h© MwZkxjZv m„wói D‡Ï‡k¨ cY¨mvgMÖxi KwZcq mvaviY ‰ewk‡óï Dci
wfwË K‡i c‡Yï gvb wba©viY Kiv nq| gvb wba©viY‡K cÖwgZKiYI ejv nq| cÖwZwôZ gvb Abymv‡i cY¨mvgMÖx‡K
wewfbœ †kªYx‡Z wef³ Kivi bvg ch©vwqZKiY| ‡µZv I †fv³vi wbKU cÖwgZKiY I ch©vwqZKiY LyeB ¸iæZ¡c~Y|©
KviY cY¨ mywbw`©ó gvb Abyhvqx ch©vwqZ n‡j †µZviv GKB gv‡bi cY¨ webv cwi`k©‡b evievi µq Ki‡Z cv‡i|
G‡Z Zv‡ì A_©, mgq I kw³i AcPq †iva nq| cÖwgZKiY A_©ms¯’vbI mnRZi K‡i, KviY e¨vswKs cÖwZôvbmg~n
ch©vwqZ c‡Yï wecix‡Z mnR k‡Z© FY cÖ`vb K‡i _v‡K| ch©vwqZ c‡Yï ¸Yv¸Y Rvbv _v‡K e‡j SzuwK n«vm cvq|
cY¨ wecY‡b cÖwgZKi‡Yi ¸iæZ¡ (Importance of Standardization in Marketing)

 cY¨ wecY‡b myweavi Rb¨ cÖwgZKi‡Yi gva¨‡g c‡Yï ¸Yv¸Y, AvKvi, IRb BZ¨vw` Abyhvqx cY¨‡K wewfbœ
fv‡M fvM Kiv hvq|
 wbw`©ó cwiKíbv MÖn‡Yi gva¨‡g cÖwgZKi‡Y c‡Yï gvb wbav©iY Kiv nq|
 c‡Yï gv‡bi wewfbœZv Abyhvqx cÖwgZKi‡Yi gva¨‡g cY¨‡K fvM Kiv nq e‡j cieZx©‡Z ‡m Abyhvqx
cY¨‡K msiÿY, cwienb, weÁvcbmn BZ¨vw` wecYbKvh© m¤úv`b Kiv nq|

 wewfbœ gv‡bi cY¨ evRv‡i _vKvi Kvi‡Y †µZv ev †fv³v Zvi mvg_©¨ I iæwP Abyhvqx cY¨ wbev©Pb Ki‡Z
cv‡i, d‡j †µZv ev †fv³vi mš‘wó AR©b Kiv m¤¢e|
 c‡Yï gvb wbav©wiZ _vK‡j c‡Yï ¸YMZ gvb, AvKvi BZ¨vw` Abyhvqx ‡gvowKKi‡Yi †ÿ‡Î myweav nq|
ch©vwqZKi‡Yi msÁv (Definition of Grading)

cÖwgZKiY cÖwµqvi gva¨‡g KwZcq gvb w¯’i Kiv nq| cÖwZwôZ gvbmg~n‡K Ô†MÖWÕ ejv nq| Gme gvb ev †MÖ‡Wi
wfwË‡Z wewfbœ cÖKvi K…wlcY¨ I wkíRvZ cY¨‡K wewfbœ †kªYx‡Z wef³ Kiv nq| GKBiƒc êwk‡óï wfwË‡Z
cY¨`ª‡eï †kªYx wefvRb cÖwµqv‡K ejv nq ch©vwqZKiY| c~e-© wba©vwiZ gvb ch©vwqZKi‡Yi g~j wfwË| myZivs †`Lv
hv‡”Q, ch©vwqZKiY I cÖwgZKiY GKwU AciwUi mv‡_ RwoZ- GKwU‡K Qvov AciwU APj| cÖwgZKiY e¨ZxZ
ch©vwqZKiY A_©nxb, †Zgwb ch©vwqZKiY e¨ZxZ cÖwgZKiY ev gvb wba©viY mg‡qi AcPq Qvov Avi wKQyB
bq|GKBiƒc ¸Yv¸Y m¤úbœ c‡Yï †Kvb& gv‡bi mv‡_ mv`„k¨ i‡q‡Q Zv wbY©q Kivi GKwU cš’v n‡jv c‡Yï
ch©vwqZKiY| D`vniY¯îƒc, Avjy eëmvqx Avjy‡K Pv‡li DrcwË ¯’vb ev AvKvi Abyhvqx wewfbœ †kªYx‡Z wef³
Ki‡Z cv‡i|
cY¨ wecY‡b ch©vwqZKi‡Yi ¸iæZ¡ (Importance of Grading in Marketing)

 weµ‡qi c~‡e© cY¨ chv©wqZKiY K‡i wb‡j †mB Abyhvqx weµ‡qi KvR Zzjbvg~jKfv‡e mn‡R Kiv hvq|
 †µZv ev †fv³v‡ì wewfbœZvi Kvi‡Y GKB ai‡bi cY¨ w`‡q Zv‡ì mevB‡K mš‘ó Kiv hvq bv| ZvB
ch©vwqZKi‡Yi gva¨‡g wewfbœ †µZv ev †fv³vi wewfbœ cÖ‡qvRb ev Pvwn`v c~iY Kiv hvq|
 cY¨ chv©wqZKi‡Yi d‡j †µZv I †fv³v‡ì g‡a¨ wecYbKvix m¤ú‡K© AbyK~j aviYv ‰Zwi Kiv hvq|
 cÖwgZKiY Abyhvqx cY¨ chv©wqZKi‡Yi d‡j gv‡bi wewfbœZv Abyhvqx mwVK g~j¨ wbav©iY Kiv m¤¢e nq|
 c‡Yï chv©wqZKiY Kiv _vK‡j c‡Yï wfbœZv Abyhvqx Awfó †fv³v mbv³ K‡i Zv‡ì Kv‡Q cY¨ mieivn
Kiv m¤¢e nq|
cÖwgZKiY I ch©vwqZKi‡Yi g‡a¨ cv_©K¨ (Differences between Standardization and Grading)

cÖwgZKiY I ch©vwqZKi‡Yi g‡a¨ †hme êmv`„k¨ i‡q‡Q Zv wb‡¤œ Av‡jvwPZ n‡jv-
welq cÖwgZKiY chv©wqZKiY
1. msÁv wbw`©ó gvb`Û Abyhvqx cY¨ ev †mevi †kªwY ev cÖwgZKiY‡K wfwË K‡i cY¨‡K wewfbœfv‡M
†MÖW wbav©iY Kivi cÖwµqv‡K cÖwgZKiY fvM Kivi cÖwµqv‡K ch©vwqZKiY e‡j|
e‡j|
2. jÿ¨ cÖwgZKi‡Y gvb cÖwZôv Kiv nq| ch©vwqKi‡Yi gvb Abymv‡i GK GK cÖKvi
cY¨‡K Avjv`v Kiv nq|
3. Kv‡Ri cÖK…wZ cÖwgZKiY GK ai‡bi wecY‡bi cwiKíbv ch©vwXZKiY ev¯Íevqb Kiv nq cÖwgZKi‡Yi
Kivi KvR| gva¨‡g|
4. ch©vq Kv‡Ri aib Abyhvqx cÖwgZKi‡Yi KvR Av‡M cÖwgZKi‡Yi KvR mgvß nevi ci
Kiv nq| ch©vwqZKiY Kiv nq|
5. kÖ‡gi cÖK„wZ cÖwgZKi‡Y gvbwmK ev wPšÍvi KvR ‡ewk chv©wqZKi‡Y KvwqK ev kvixwiK KvR †ewk
Ki‡Z nq| Ki‡Z nq|
6. wfwË c‡Yï wewfbœZv, †hgb êwkó¨, ¸Yv¸Y cÖwgZKiY‡K wfwË K‡i chv©wqZKiY Kiv
BZ¨vw` Abyhvqx cÖwgZKiY Kiv nq| nq|

wkÿv_©xi KvR cÖwgZKiY I chv©wqZKi‡Yi Kv‡Ri cv_©K¨ Kiæb|
mvims‡ÿc
cÖwgZKiY cÖwµqvi gva¨‡g KwZcq gvb w¯’i Kiv nq| cÖwZwôZ gvbmg~n‡K Ô†MÖWÕ ejv nq| Gme gvb ev †MÖ‡Wi
wfwË‡Z wewfbœ cÖKvi K…wl I wkíRvZ cY¨‡K wewfbœ †kªYx‡Z wef³ Kiv nq| GKBiƒc êwk‡óï wfwË‡Z
cY¨`ª‡eï †kªYx wefvRb cÖwµqv‡K ejv nq ch©vwqZKiY| c~e-© wba©vwiZ gvb ch©vwqZKi‡Yi g~j wfwË| cÖwgZKiY
I chv©wqZKi‡Yi Kv‡Ri g‡a¨ Nwbó m¤úK© i‡q‡Q| Avevi Zv‡ì Kv‡Ri g‡a¨ †hme cv_©K¨ i‡q‡Q ZvmsÁv,
jÿ¨, Kv‡Ri cÖK…wZ, ch©vq, kÖ‡gi cÖK„wZ I wfwËAbyhvqx fvM Kiv hvq|
mwVK DË‡ii cv‡k wUK (√ √) wPý w`b-

1| iwdK GKRb wecYb eë¯’vcK| wZwb c‡Yï gvb wba©vi‡Yi †ÿ‡Î †Kvb& welqwU we‡ePbv Ki‡eb?
K) g~ja‡bi cwigvb L) Kgx© `ÿZv
M) c‡Yï ¸Yv¸Y N) Drcv`b
2| wecYbKvix‡K c‡Yï cÖwgZKi‡Yi c‡i †Kvb& KvRwU m¤úv`b Ki‡Z nq?
K) ¸`vgRvZKiY L) SzuwK MªnY
M) evRvi Z_¨ we‡kølY N) ‡kÖwYe×KiY
3| cÖwgZKiY Kiv nq wKfv‡e?
i) ‡µZvi iæwP Abymv‡i
ii) we‡µZvi c”Q›` Abymv‡i
iii) ‡µZvi cÖ‡qvRb Abymv‡i
4| chv©wqZKi‡Yi d‡j ‡Kvb& myweavwU AR©b Kiv m¤¢e nq?
K) e„n`vqZb Drcv`b L) mwVK g~j¨ wbav©iY
M) M‡elYv N) mnR cwienb|
5| wewfbœ gv‡bi †Kvb& ai‡Yi cY¨ †c‡q †µZviv mš‘ó nq?
K) wgkÖYK…Z cY¨ L) wefw³Z cY¨
M) Drcvw`Z cY¨ N) mgRvZxq cY¨|

cvV-3.6 †gvowKKiY I weÁvcb

Packaging and Advertising
D‡Ïk¨

• †gvowKKiY m¤ú‡K© aviYv jvf Ki‡Z cvi‡eb;
• cY¨ wecY‡b ‡gvowKKi‡Yi ¸iæZ¡ Rvb‡Z cvi‡eb;
• weÁvcb m¤ú‡K© aviYv Ki‡Z cvi‡eb; Ges
• cY¨ wecY‡b weÁvc‡bi ¸iæZ¡ Rvb‡Z cvi‡eb|
c¨vwKs, ‡gvowKKiY, cÖwµqvRvZKiY, †gvoK wbav©iY, m¤¢ve¨-‡µZv, LyPiv

g~L¨ kãgvjv(Keywords) g~j¨, cY¨ I †mevi Pvwn`v m„wó|
†gvowKKi‡Yi msÁv (Definition of Packaging)

mvaviY A‡_©, †gvowKKiY n‡jv cY¨‡K wecYb‡hvM¨ Kivi Rb¨ c¨vwKs ev †gvoK-euvavB Kivi KvR|
wkíRvZ c‡Yï †ÿ‡Î †gvoK-euvavB AwaK cÖ‡qvRbxq| K…wlRvZ c‡Yï g‡a¨ cv¯‘wiZ `ya, gvQ-gvsm BZ¨vw`
c¨vwKs K‡i (cÖwµqvRv‡Zi ci) weµq Kiv nq| †KejgvÎ web‡ói nvZ †_‡K iÿvi Rb¨ cY¨ c¨vwKs Kiv nq bv,
cY¨‡K †fv³v ev eënviKvixi wbKU AvKl©Yxq K‡i †ZvjvI †gvowKKi‡Yi Ab¨Zg D‡Ïk¨| myZivs, †gvowKKiY
n‡jv c‡Yï wbw`©ógvb msiÿY, cwienb I ÿwZi nvZ †_‡K iÿv Kivi Rb¨ c‡Yï †gvoK wbav©iY, b·vKiY,
Dbœqb I c‡Yï Mv‡q jvMv‡bvi mv‡_ RwoZ mKj Kv‡Ri mgwó|
cY¨ wecY‡b ‡gvowKKi‡Yi ¸iæZ¡ (Importance of Packaging in Marketing)
 †gvowKKi‡Yi gva¨‡g c‡Yï gvb I ¸YMZ êwkó¨ msiÿY Kiv m¤¢e nq|
 c‡Yï ‡gvowKKiY Kiv _vK‡j cÖwZK~j AvenvIqv , Pzwi, Ae‡njvRwbZ bó BZ¨vw` mgm¨v †_‡K cY¨‡K
iÿv Kiv hvq|
 c‡Yï AvK©lYxq b·v, is, Qwe BZ¨vwì gva¨‡g †µZv I †fv³v‡K AvK©lY Kiv hvq I mn‡R mbv³ Kiv
hvq|
 †gvo‡K c‡Yï mKj cÖ‡qvRbxq Z_¨ †Ìqv _v‡K; †hgb c‡Yï IRb, DcKiY, eënvi wewa,
Drcv`bKvj BZ¨vw`| Gid‡j ‡µZv I †fv³v cY¨ m¤ú‡K© mn‡R Rvb‡Z cv‡i|
 cY¨ †gvowKi‡Yi d‡j GK ¯’vb †_‡K Av‡iK ¯’v‡b cY¨ cwienb Kiv mnR nq|
weÁvc‡bi msÁv (Definition of Advertising)
weÁvcb cY¨ I †mevi weµq e„w×i Rb¨ g~jZ eëüZ nq| cY¨ I †mev m¤úwK©Z Z_¨ RbM‡Yi wbKU
†cuŠQv‡bv,cÖwZôvb‡K RbM‡Yi wbKU cwiwPZ Kwi‡q †`qv Ges Gm‡ei gva¨‡g MÖvnK m„wó KivB n‡jv weÁvc‡bi
Avmj KvR| cY¨ Drcv`b Ki‡jB Drcv`bKvixi KvR †kl n‡q hvq bv| Drcvw`Z cY¨ RbM‡Yi wbKU weµq
Kivi D‡Ï‡k¨ cY¨ m¤úwK©Z Leiv-Lei Zv‡ì wbKU †cuŠQv‡bv cÖ‡qvRb| RbMY hLb cY¨ m¤ú‡K© Rvb‡Z cvi‡e
ZLbB Zv‡ì g‡a¨ cY¨ µq-B”Qv RvM‡e| µq-B”Qv RvM‡j Rbmvavi‡Yi g‡a¨ m¤¢ve¨-‡µZvi m„wó nq| RbMY‡K
m¤¢ve¨ †µZvq Ges m¤¢ve¨ †µZv‡ì‡K cÖK…Z †µZvq iƒcvšÍwiZ Kivi Rb¨ Z_¨c~Y© AvKl©Yxq fvlv m¤^wjZ weÁvcb
eënvi Kiv nq| hyM hyM a‡i Gfv‡eB weÁvcb bZzb c‡Yï evRvi m„wó K‡i Avm‡Q Ges we`¨gvb c‡Yï evRvi
m¤cÖmvwiZ K‡i wkí-RM‡Zi cÖvYPvÂj¨ eRvq ivL‡Q|

mvaviYfv‡e ejv hvq, c‡Yï cÖwZ RbMY‡K AvK…ó Kivi D‡Ï‡k¨ †Kvb cÖwZôvb ev e¨w³we‡kl c‡Yï ¸Yv¸Y,
Dc‡hvwMZv, Kvh©KvwiZv, eënvi-wewa ev Ab¨bv¨ êwkó¨ Rbmvavi‡Yi mvg‡b wewfbœ gva¨‡gi mvnv‡h¨ Zz‡j ai‡j Zv
weÁvcb bv‡g cwiwPZ nq| weÁvcb wecYb cÖmv‡ii †ÿ‡Î Ggb GKwU †KŠkj hvi mvnv‡h¨ Drcvw`Z cY¨ m¤ú‡K©
RbMY‡K AewnZ Kivi gva¨‡g Zv‡ì‡K D³ cY¨ µ‡q cÖ‡ivwPZ Kiv nq|†mvRv K_vq, weÁvcb n‡jv h_vm¤¢e
b~¨bZg e¨‡q I ¯^íZg mg‡q ARvbv msL¨K †jvK‡K †Kvb cY¨ ev †mev m¤ú‡K© wKQy Rvbv‡bv| weÁvcb Pvwn`v
m„wói cÖavb c×wZ| Gi mvnv‡h¨ RbMY‡K cY¨ I †mev m¤ú‡K© AewnZ Kiv nq, Zv‡ì g‡a¨ µ‡qi B”Qv RvwM‡q
†Zvjv nq Ges c‡ivÿfv‡e Zv‡ì mvg‡b cÖwZôv‡bi fveg~wZ© Zz‡j aiv nq|
cY¨ wecY‡b weÁvc‡bi ¸iæZ¡ (Importance of Advertising in Marketing)
 weÁvcb bZzb bZzb †µZvi m„wó K‡i|
 weÁvcb cY¨ I ‡mevi Pvwn`v m„wó‡Z wbqvgK f~wgKv cvjb K‡i|
 AvKl©Yxq weÁvc‡bi gva¨‡g cY¨ I †mevi Pvwn`v m„wó Kiv hvq|
 weÁvcb bZzb Drcvw`Z cY¨ evRv‡i Qvovi msev` cwi‡ekb K‡i| d‡j †fv³viv bZzb cY¨ wKb‡Z AvMÖnx
nq|
 weÁvcb wewfbœ cÖKvi c‡Yï cvBKvwi ev LyPiv g~j¨ cÖPvi K‡i hv‡Z †µZviv †Kv¤úvwb KZ…K
© wba©vwiZ g~‡j¨
cY¨ µq Ki‡Z cvi|
 weÁvcb ‡µZv‡K cY¨ µ‡q cÖ‡ivwPZ K‡i; d‡j weµq e„w× cvq|
 weÁvc‡bi Ab¨Zg KvR n‡jv wewea cÖKvi Kjv-‡KŠk‡ji gva¨‡g RbMY‡K c‡Yï cÖwZ AvK…ó K‡i wewµi
cwigvY e„w× Kiv|
 weÁvcb cÖwZ‡hvwMZv †gvKv‡ejvq cÖZ¨¶ mvnqZv K‡i|
wkÿv_©xi KvR ‡gvowKKiY I weÁvc‡bi 2wU K‡i ¸iæZ¡ wjLyb|
mvims‡ÿc
†gvowKKiY n‡jv wecYb‡hvM¨ Kivi Rb¨ cY¨ c¨vwKs ev †gvoK-euvavB Kivi mKj KvR| †gvowKKi‡Yi gva¨‡g
c‡Yï gvb I ¸YMZ êwkó¨ msiÿY Kiv m¤¢e nq| cY¨ †gvowKKi‡Yi d‡j GK ¯’vb †_‡K Av‡iK ¯’v‡b cY¨
cwienb Kiv mnR nq| c‡Yï cÖwZ RbMY‡K AvK…ó Kivi D‡Ï‡k¨ †Kvb cÖwZôvb ev e¨w³we‡kl c‡Yï ¸Yv¸Y,
Dc‡hvwMZv, Kvh©KvwiZv, eënvi-wewa ev Ab¨b¨ êwkó¨ Rbmvavi‡Yi mvg‡b wewfbœ gva¨‡gi mvnv‡h¨ Zz‡j ai‡j
Zv weÁvcb bv‡g cwiwPZ nq| weÁvcb bZzb bZzb †µZvi m„wó K‡i| weÁvcb ‡µZv‡K cY¨ µ‡q cÖ‡ivwPZ
K‡i; d‡j weµq e„w× cvq|
√) wPý w`b-
1| ‡gvowKKi‡Yi d‡j c‡Yï †Kvb& w`KwU evRv‡i a‡i ivL‡Z mnvqZv K‡i?
K) IRb L) ¸YMZ gvb
M) AvKvi N) ‰ewkó¨

2| weÁvc‡bi g~L¨ D‡Ïk¨ Kx?

K) cY¨‡K mwVKfv‡e Drcv`b Kiv L) ‡µZv-we‡µZvi m¤úK© DbœqY
M) ‡µZvi g‡bv‡hvM AvKl©Y Kiv N) mgvR Kj¨vY
3| cY¨ wecY‡b †gvowKKi‡Yi Ae`vb n‡jv-
i) AvKl©Y ii) mnR cwienb iii) eënv‡i myweav
K) i L) ii
myBU †eKvwi GKwU wgóvbœ cÖ¯‘ZKvix cÖwZôvb| eëmvq ïiæ Kivi Rb¨ cÖwZôvbwU wewfbœ gva¨‡g cÖmv‡ii
eë¯’v K‡i| G‡Z †µZviv cY¨ m¤ú‡K© Rvb‡Z cv‡i Ges cY¨ µq Ki‡Z AvMÖnx nq|
4| DÏxc‡K myBU †eKvwi wKfv‡e ‡fv³v‡ì‡K cY¨ m¤ú‡K© AewnZ K‡i?
K) cÖwZôvb ¯’vc‡bi gva¨‡g L) weµ‡qi gva¨‡g
M) weÁvc‡bi gva¨‡g N) ‡gvowKKi‡Yi gva¨‡g|
5| myBU †eKvwi cY¨ cÖmv‡ii d‡j †hme myweav¸‡jv cv‡e ‡m¸‡jv n‡jv-
i) Drcv`b e„w×
ii) bZzb †µZv m„wó
iii) cÖwZ‡hvwMZv †gvKvwejv
P~ovšÍ g~j¨vqb
m„Rbkxj cÖk-œ 1
mygb `Ë PÆMÖv‡g GKwU wm GÛ Gd eëmvq cwiPvjbv Ki‡Qb| wZwb Avg`vwbKviK‡ì c‡ÿ wewfbœ †`k n‡Z cY¨
Avg`vwb Ges ißvwbKviK‡ì c‡ÿ wewfbœ †`‡k cY¨ ißvwb K‡i gybvdvR©b K‡ib| eëmv‡qi mdjZv Zv‡K
ê‡`wkK eëmv‡qi DrmvwnZ K‡i‡Q| ZvB wZwb wewfbœ †`k n‡Z gvbm¤§Z cY¨`ªe¨ G‡b XvKvq GKwU wWcvU©‡g›Uvj
†÷vi Gi gva¨‡g weµ‡qi wm×všÍ MÖnY K‡ib|
K. µq Kx? 1
L. cÖmvi ej‡Z Kx †evSvq? e¨vL¨v Kiæb| 2
M. mygb `Ë wm GÛ Gd dvg© Gi gva¨‡g Kx ai‡bi Dc‡hvM m„wói mv‡_ RwoZ? e¨vL¨v Kiæb| 3
N. we‡`k n‡Z cY¨ wK‡b Gb wbR¯^ †`vKv‡bi gva¨‡g weµq K‡i mygb `Ë KZUzKz jvfevb n‡Z cvi‡eb e‡j
Avcwb g‡b K‡ib? AwfgZ w`b| 4
m„Rbkxj cÖk-œ 2
dv÷ UªvÝ‡cvU© †Kv¤úvwb XvKv †_‡K wm‡jU, K·evRvi, Lyjbv I †ebv‡cvj iæ‡U wbqwgZfv‡e hvÎx enb K‡i h‡_ó
mybvg AR©b K‡i‡Q| †Kv¤úvwbi evm¸‡jv wejvmeûj I Avivg`vqK nIqvq ¯^v”Q‡›`¨ ågY Ki‡Z †c‡i MÖvnKiv
Lywk| G †Kv¤úvwbwU cÖPzi A_© e¨q K‡i cÎ-cwÎKv I †Uwjwfk‡bi gva¨‡g MÖvnK‡ì AewnZ K‡i AwaK hvÎx
AvKl©‡Y mÿg nq| wKš‘ m¤úªwZ GKB ai‡bi †mev cÖ`vbKvix K‡qKwU cÖwZôvb GBme iæ‡U eëmvq ïiæ Kivq
MÖvnK msL¨v K‡g hvIqvq myigv UªvÝ‡cvU© †Kv¤úvwb wPwšÍZ n‡q c‡o| ZvB †Kv¤úvwbwU Gme iæ‡U AZ¨vaywbK fj‡fv
Mvwo I Avi, Gg. w_ª hvÎx‡mevq ms‡hvRb Kivi cwiKíbv Ki‡Q|

K. weµ‡qvËi †mev Kx? 1

L. †gvoKxKiY cY¨‡K ÿq-ÿwZi nvZ †_‡K iÿv K‡i- e¨vL¨v Kiæb| 2
M. myigv UªvÝ‡cvU© †Kv¤úvwb †Kvb ai‡bi cÖmvig~jK †KŠkj eënvi K‡i‡Q Zv e¨vL¨v Kiæb| 3
N. DÏxc‡K DwjøwLZ cÖwZôv‡bi wecYb Kv‡Ri aib D‡jøLc~eK © mgm¨v †_‡K DËi‡Yi †ÿ‡Î cÖwZôvbwUi
M„nxZ wm×v‡šÍi †hŠw³KZv Zz‡j aiæb| 4
m„Rbkxj cÖk-œ 3
wjqvKZ mvn‡e GKRb Avg eëmvqx| wZwb gnvRb‡ì gva¨‡g MÖvg I nvU-evRvi †_‡K Avg msMÖn K‡i †Kv‡bv
cÖKvi †MÖwWs bv K‡iB Rym d¨v±wi‡Z mieivn K‡ib| G‡Z K‡i wZwb Av‡qi b¨vh¨g~j¨ cÖvwß †_‡K ewÂZ nb|
K. cY¨ µq-weµ‡qi KvR‡K Kx e‡j? 1
L. ¸`vgRvZKi‡Yi Dc‡hvwMZv e¨vL¨v Kiæb| 2
M. wjqvKZ mv‡n‡ei Avg msMÖn wecY‡bi †Kvb Kv‡Ri AšÍfy©³? e¨vL¨v Kiæb| 3
N. wjqvKZ mv‡n‡ei Av‡gi b¨vh¨g~j¨ cÖvwß‡Z Kx KiYxq e‡j Avcwb g‡b K‡ib| 4
m„Rbkxj cÖk-œ 4
i‡gk GKRb wjPz eëmvqx| wZwb w`bvRcyi †_‡K wjPz µq K‡i XvKvq G‡b weµq K‡ib| G eQi Drcv`b †gŠmy‡g
evRv‡i wjPzi Avg`vwb †e‡o hvIqvq gyj¨ K‡g hvq| G‡Z i‡g‡ki A‡bK ÿwZ nq| G ai‡bi cwiw¯’wZ †Kvgvwejvq
fwel¨‡Z Kx Kiv hvq Zv wb‡q i‡gk fve‡Qb|
K. Dc‡hvM Kv‡K e‡j? 1
L. SzuwK MÖnY ej‡Z Kx †evSvq? e¨vL¨v Kiæb| 2
M. w`bvRcyi †_‡K wjPz XvKvq G‡b i‡gk †Kvb ai‡bi Dc‡hvM m„wó K‡i‡Qb e¨vL¨v Kiæb| 3
N. Avcbvi g‡Z i‡gk Kxfv‡e fwe¨‡Z ÿwZ Kgv‡Z cv‡ib? hyw³mn wjLyb| 4
m„Rbkxj cÖk-œ 5
e¸ovi ¯^í wkwÿZ hyeK ivweŸ wbR MÖv‡g GKwU cÖwZôvb M‡o Zzj‡jb| Gi gva¨‡g wZwb fvovi wewbg‡q K…lK‡ì
Drcvw`Z Avjy msiÿ‡Yi `vwqZ¡ wb‡jb| cieZx©‡Z K…lK‡ì Pvwn`vgZ mg‡q Zv Zv‡ì‡K mieivn w`‡Zb| G‡Z
GKw`‡K †hgb Zvi Av‡qi my‡hvM m„wó n‡q‡Q, Ab¨w`‡K †Zgwb K…lKivI Zv‡ì c‡Yï evowZ `vg cv‡”Q| wKš‘ wg.
ivweŸi fvebv n‡jv- Zvi G Kvh©µ‡gi d‡j †fv³viv †ewk `v‡g Avjy wKb‡Z eva¨ n‡”Q|
K. cÖwgZKiY Kx? 1
L. wecY‡bi †ÿ‡Î ¯’vbMZ Dc‡hvM m„wói Kvh©µgwU e¨vL¨v Kiæb| 2
M. wg. ivweŸi KvRwU wecY‡bi †Kvb Kv‡Ri AšÍfy©³ e¨vL¨v Kiæb| 3
N. wg. ivweŸi fvebvwU ga¨¯’eëmvqx‡ì wec‡ÿi hyw³iB ewntcÖKvk N‡U‡Q- welqwU g~j¨vqb Kiæb| 4
DËigvjv
cv‡VvËi g~j¨vqb- 3.1 : 1. M, 2. K , 3. L,
cv‡VvËi g~j¨vqb- 3.2 : 1. M, 2. L, 3. N, 4. M,
cv‡VvËi g~j¨vqb- 3.3 : 1. K, 2. M, 3. K, 4. N,
cv‡VvËi g~j¨vqb- 3.4 : 1. K, 2. M, 3. L, 4. M,
cv‡VvËi g~j¨vqb- 3.5 : 1. M, 2. N, 3. M, 4. L, 5. N.
cv‡VvËi g~j¨vqb- 3.6: 1. L, 2. M, 3. N, 4. M, 5. L.

fvebvi AšÍiv‡j
‡gvowKKiY wecY‡bi Kvh©vewji ¸iæZ¡c~Y© Dcv`vb|
‡gvowKKi‡Yi gva¨‡g cY¨ iÿYv‡eÿ‡Yi mv‡_ mv‡_ GK
¯’vb †_‡K Av‡iK ¯’v‡b cY¨ cwienb mnRZi nq|
†gvowKKi‡bi gva¨‡g †µZv ev †fv³v‡K AvKl©Y Kiv m¤¢e
nq| evsjv‡`‡k GLb cwi‡ekevÜe ‡gvo‡Ki Dci ¸iæZ¡
†Ìqv n‡”Q| ZvB AvKl©Yxq wWRvB‡bi KvMR I cv‡Ui Photo credit: www.Pixabay.com
†gvoK eëüZ n‡”Q|
Z_¨m~Î:

evRvi wefw³KiY I wecYb wgkªY BDwbU
Market Segmentation and Marketing Mix 4
G BDwb‡Ui cÖ_g cv‡V evRvi m¤úwK©Z aviYv I evRv‡ii ¸iæZ¡c~Y© êwkó¨ Av‡jvPbv Kiv n‡q‡Q| cieZ©x‡Z ejv
n‡q‡Q evRv‡ii †kÖwYwefv‡Mi K_v A_©vr †fv³vevRvi I wkíevRv‡ii K_v| †fv³vevRv‡i cY¨ mivmwi †fvM Kivi
Rb¨ µq Kiv nq, Avi wkíevRv‡i cybtweµq ev cÖwµqvKi‡Yi Rb¨ cY¨ µq Kiv nq| ‡fv³vevRvi I wkíevRv‡ii
wfbœ wfbœ êwk‡óï Kvi‡Y wecYbKvix‡K wewfbœ wecYb Kvh©µg MÖnY Ki‡Z nq| Z…Zxq cv‡V evRvi wefw³Ki‡Yi
aviYv I myweav Av‡jvPbv Kiv n‡q‡Q| cÖ‡Z¨K Drcv`K Zvi Drcvw`Z cY¨mvgMÖx I †mevmg~‡ni myôz wecY‡bi
R‡b¨ mwVK evRvi I mwVK †fv³v ev †µZvi A‡b¦l‡Yi D‡Ï‡k¨B evRvi wefw³KiY †KŠkj Aej¤^b K‡i _v‡K| G
†KŠkjwU Aej¤^b K‡i Drcv`bKvix Z_v wecYbKvix AwaK cwigv‡Y cY¨weµq Ki‡Z mÿg nq| PZz_© cv‡V evRvi
wefw³Ki‡Yi Rb¨ K‡qKwU wfwË m¤ú‡K© Av‡jvPbv Kiv n‡q‡Q| cieZ©x cv‡V wecY‡bi wgkÖY I Gi 4wU Dcv`vb
e¨vL¨v Kiv n‡q‡Q| me©‡k‡l lô cv‡V wecYb wgkÖ‡Y †fv³v‡ì Ae¯’vb I cÖfve we¯ÍviKvix Dcv`vbmg~n Av‡jvPbv
Kiv n‡q‡Q|
cvV-1 : evRvi: aviYv I êwkó¨
cvV-2 : evRvi-Gi †kÖwYwefvM
cvV-3 : evRvi wefw³KiY: aviYv I myweav
cvV-4 : evRviwefw³Ki‡Yi wfwËmg~n
cvV-5 : wecYb wgkªY: aviYv I Dcv`vb
cvV-4.1 evRvi: aviYv I ‰ewkó¨

Market: Concept and Characteristics
D‡Ïk¨

• evRvi m¤ú‡K© aviYv jvf Ki‡eb; Ges
• evRvi-Gi ‰ewkó¨ eY©bv Ki‡Z cvi‡eb|
cÖK…Z †µZv, m¤¢ve¨ †µZv, µ‡qi mvg_¨©, µ‡qi KZ…Z

© ,¡ ì KlvKwl,
Pvwn`v, †hvMvb|
evRvi m¤úwK©Z aviYv (Concept of Market)

ÔevRviÕ kãwUi A‡bK A_© i‡q‡Q| A‡bK mgq evRvi ej‡Z Ggb GKwU wbw`©ó ¯’vb‡K ‡evSv‡bv nq
†hLv‡b cY¨mvgMÖx †ePv-‡Kbv nq| †Kv‡bv †Kv‡bv mgq GKwU wbw`©ó c‡Yï Pvwn`v I mieiv‡ni m¤úK©‡K evRvi
wn‡m‡e AwfwnZ Kiv nq| †Kvb wKQy weµq Kivi KvR‡KI ÔevRviÕ bv‡g wPwýZ Ki‡Z †`Lv hvq| A_©bxwZwe`‡ì
g‡Z evRvi n‡jv †µZv I we‡µZvi mgwó| †µZv I we‡µZvi g‡a¨ cvi¯úwiK ì KlvKwl I mg‡SvZvi gva¨‡g
c‡Yï g~j¨ wba©vwiZ nq Ges †mB g~‡j¨ †jb‡`b m¤úbœ nq| Avi wecY‡bi cwifvlvq, evRvi ej‡Z RbM‡Yi
GKwU mgwó‡K †evSvq hv‡ì e¨w³ wn‡m‡e wKsev cÖwZôvb wn‡m‡e cY¨mvgMÖxi cÖ‡qvRb _v‡K Ges †mB mvgMÖx
µ‡qi mvg_©¨, B”Qv I KZ©„ZI
¡ _v‡K|
evRvi m¤ú‡K© `ywU msÁv GLv‡b †`qv n‡jv-
Aa¨vcK Philip Kotler & Gary Armstrong evRvi m¤ú‡K© †h msÁv cÖ`vb K‡i‡Qb Zv n‡jv,“A
market is the set of actual and potential buyers of a product or service.” A_©vr evRvi n‡jv
†Kvb GKwU cY¨ ev †mevi cÖK…Z I m¤¢ve¨ †µZv‡ì mgwó|
Aa¨vcK Skinner Gi g‡Z,“A market is a group of people who need and want a particular
product and have the buying power, willingness and authority to purchase the product.”
A_©vr evRvi n‡”Q GK`j RbMY hv‡ì wbw`©ó c‡Yï cÖ‡qvRb I Afve i‡q‡Q Ges cY¨wU µ‡qi ÿgZv,
B”Qv I KZ…©Z¡ i‡q‡Q|
RbM‡Yi mgwó‡K evRvi bv‡g AwfwnZ Ki‡Z n‡j †mB Rbmgwó‡K Aek¨B wb‡¤œi PviwU kZ© c~iY Ki‡Z n‡e-
1. Rbmgwói g‡a¨ Aek¨B c‡Yï Pvwn`v _vK‡Z n‡e| Pvwn`v bv _vK‡j A_©vr Rbmgwói c‡Yï cÖ‡qvRb bv
n‡j Zv‡ì‡K ÔevRviÕ-Gi ch©vqfy³ Kiv hv‡e bv|
2. Rbmgwói cY¨ µq Kivi Aek¨B mvg_¨© _vK‡Z n‡e|
3. Rbmgwói ïaygvÎ Avw_©K msMwZ _vK‡jB Pj‡e bv, cY¨ µ‡qi B”Qv _vK‡jB Rbmgwó‡K ÔevRviÕ-Gi
ch©vqfy³ Kiv hv‡e|
4. wbw`©ó cY¨ µ‡qi Rb¨ mgwóe× †jvK‡ì KZ…Z © ¡ (Authority) _vK‡Z n‡e| D`vniY¯îƒc, GKwU
cÖwZôv‡bi K¨vwkqv‡ii wbKU UvKv Av‡Q, Zvi GKwU we‡kl cY¨ †Kbvi cÖ‡qvRb Ges B”QvI i‡q‡Q wKš‘
†h‡nZz †Rbv‡ij g¨v‡bRv‡ii nv‡ZB ïay cY¨ †Kbvi KZ©„Z¡ wbwnZ, †m‡nZz K¨vwkqvi ÔevRviÕ m„wói Dcv`vb
wn‡m‡e we‡ewPZ nIqvi †hvM¨Zv iv‡L bv|
BDwbU Pvi c„ôvÑ64

Dc‡ii Av‡jvPbv †_‡K GK_v my¯úó †h, cY¨mvgMÖx †ePv-‡Kbv nq Ggb ¯’vb‡K evRvi wn‡m‡e AwfwnZ Kiv n‡j
fyj n‡e| cÖK…Zc‡¶, wecY‡bi `„wó‡KvY †_‡K GK_v wbwØ©avq ejv hvq †h, †µZv‡ì‡K wb‡qB evRv‡ii m„wó|
GKwU wbw`©ó †kªYxi cY¨mvgMÖx †_‡K hviv c‡Yï mÜvb K‡i ZvivB M‡o †Zv‡j evRvi| GB evRvi ¶z`ª cwim‡i
†hgb n‡Z cv‡i, †Zgwb wek¦e¨vwcI n‡Z cv‡i Gi we¯Í…wZ|
evRv‡ii ‰ewkó¨mg~n (Characteristics of Market)
evRvi‡K †K›`ª K‡i wecY‡bi mKj Kg©KvÛ cwiPvwjZ nq| wb‡P evRv‡ii K‡qKwU ‰ewkó¨ D‡jøL Kiv n‡jv-
1. µq-weµq‡hvM¨ c‡Yï Aw¯ÍZ¡ (Existence of Tradable Products): AvaywbK evRv‡ii wewfbœ
êwk‡óï g‡a¨ Ab¨Zg n‡jv GK ev GKvwaK c‡Yï (ev †mevi) Aw¯ÍZ¡ hv mswkøó evRv‡i µq-weµq
m¤¢e| c‡Yï Aw¯Í‡Z¡i mv‡_ evRv‡ii Aw¯ÍZ¡ m¤úK©hy³|
2. MÖvnK (Customers): wecY‡bi `„wó‡KvY †_‡K evRv‡ii Av‡iKwU ¸iæZ¡c~Y© êwkó¨ n‡jv MÖvnKK~‡ji
Dcw¯’wZ| A_©vr MÖvnK ev c‡Yï †µZv _vK‡jB evRv‡ii m„wó n‡e| MÖvnKwenxb evRv‡ii Aw¯ÍZ¡ KíbvB
Kiv hvq bv| Avevi A_©bxwZi `„wó‡KvY †_‡K ïay MÖvnK _vK‡jB Pj‡e bv, we‡µZvi Dcw¯’wZI Acwinvh©-
†µZv I we‡µZvi mgvnv‡iB evRv‡ii D™¢e|
3. AÂj/GjvKv (Area/ Location): evRvi GKwU wbw`©ó AÂ‡j wKsev mgMÖ †`‡k we¯Í…Z _vK‡Z cv‡i|
evRvi mviv we‡k¦I n‡Z cv‡i| c‡Yï cÖK…wZ I Pvwn`vi wfwË‡ZB evRv‡ii GjvKv mvaviYZ wba©viY Kiv
nq| GKRb wecYbKvix‡K evRv‡ii GjvKv wb‡q me mgqB wPšÍv Ki‡Z nq| KviY A‡bK c‡Yï †¶‡Î
GjvKvi Dci wfwË K‡i evRvi wef³ (Market segmentation) Kiv nq|
4. ì KlvKwl (Bargaining): †Kvb †Kvb c‡Yï evRv‡ii GKwU j¶Yxq êwkó¨ n‡jv c‡Yï g~j¨
wba©vi‡Yi D‡Ï‡k¨ †µZv I we‡µZvi ì KlvKwl Kiv| evRv‡i †µZv I we‡µZvi cÖZ¨¶ wKsev c‡iv¶
ì KlvKwli gva¨‡g c‡Yï g~j¨ wba©vwiZ nq Ges †mB g~‡j¨B weµq nq|
5. †jb‡`‡bi m¤úK© ¯’vcb (Creating Transactional Relationship): AvaywbK evRv‡i †jb‡`‡bi
m¤úK© ¯’vc‡bi Rb¨ e¨w³MZfv‡e ‡µZv-we‡µZvi Dcw¯’Z _vKv memgq Acwinvh© bq| Dfq c¶
`vjv‡ji gva¨‡g (†hgb †kqvi evRvi, cv‡Ui evRvi, Pv evRvi) wKsev B›Uvi‡bU, †Uwj‡dvb, †U‡j·, d¨v·
BZ¨vwì gva¨‡gI †hvMv‡hvM ¯’vcb K‡i †jb‡`b m¤úbœ Ki‡Z cv‡i|
6. Pvwn`v I mieivn (Demand and Supply): c‡Yï Pvwn`v I mieiv‡ni cvi¯úwiK wµqvi d‡j
evRv‡ii AvqZb wba©vwiZ nq| GKw`‡K Pvwn`v Ges Ab¨w`‡K mieivn evRv‡ii AvqZb‡K cÖfvweZ K‡i|
Pvwn`vi e¨vcKZv _vK‡j evRv‡ii AvqZb RvZxq mxgvbv Qvwo‡q †h‡Z cv‡i| Avevi Pvwn`v Kg n‡j
evRv‡ii cwiwaI †Zgwbfv‡e msKxY© n‡e| mieiv‡ni †¶‡Î GKB K_v cÖ‡hvR¨|
7. Pvwn`v †iLv (Demand Curve): wKQy mg‡qi Rb¨ n‡jI cÖ‡Z¨K evRv‡ii GKwU Pvwn`v †iLv _v‡K hv
w`‡q cY¨ µ‡qi cÖwZ †µZvi AvMÖn Abyaveb Kiv hvq|
8. cÖwZ‡hvwMZv(Competition): evRv‡i wecYbKvix‡ì g‡a¨ memgq cÖwZ‡hvwMZv we`¨gvb _v‡K| Zviv
c‡Yï weµq e„w×i Rb¨ wb‡R‡ì g‡a¨ cÖwZ‡hvwMZvq wjß _v‡K|
Dc‡ii Av‡jvPbvi †cÖwÿ‡Z ejv hvq †h, wecYbKvix evRv‡ii ‰ewkó¨¸‡jv Rvbvi gva¨‡g †µZv-we‡µZv m¤ú‡K©
aviYv Ki‡Z cv‡i| d‡j mš‘wóweav‡bi gva¨‡g `xN©‡gqv‡` cÖvwZôvwbK gybvdv AR©‡b mdj n‡Z cv‡i|
BDwbU Pvi c„ôvÑ 65

wkÿv_©xi KvR Avcbvi GjvKvi K‡qK ai‡Yi evRv‡ii K_v D‡jøL Kiæb|
mvims‡ÿc
evRvi n‡jv RbM‡Yi GKwU mgwó hv‡ì e¨w³ wn‡m‡e wKsev cÖwZôvb wn‡m‡e cY¨mvgMÖxi cÖ‡qvRb _v‡K Ges
†mB mvgMÖx µ‡qi mvg_©¨, B”Qv I KZ©„Z¡ _v‡K| evRv‡ii K‡qKwU ¸iæZ¡c~Y© êwkó¨ i‡q‡Q; †m¸‡jv n‡jv µq-
weµq‡hvM¨ c‡Yï Aw¯ÍZ,¡ MÖvnK, AÂj/GjvKv, ì KlvKwl, †jb‡`‡bi m¤úK© ¯’vcb, Pvwn`v I mieivn, Pvwn`v
†iLv I cÖwZ‡hvwMZv |

1| wecY‡bi `„wó‡KvY †_‡K evRvi ej‡Z wK †evSvq?
K) ì KlvKwli ¯’vb L) Zxeª cÖwZ‡hvwMZvi ¯’vb
M) cY¨ ev †mevi cÖK„Z ev m¤¢ve¨ †µZvi mgwó N) cY¨ ev †mev µq-weµ‡qi ¯’vb
2| ‡mvenvb GKwU e¨vM µq Kij, ‡mwU †`‡L c‡ii w`b dvwng GKB iKg e¨vM µ‡qi B”Qv cÖKvk Ki‡jv|
GLv‡b-
i) kvwKj cªK„Z †µZv
ii) dvwng m¤¢ve¨ †µZv
iii) kvwKj I dvwng `yBRbB †fv³v
3| wb‡Pi †Kvb& êwkó¨ _vK‡j evRvi ˆZwi n‡e?
K) cY¨ cÖ¯‘Z _vK‡j L) c‡Yï g~j¨
M) Drcv`bKvixi Dcw¯’wZ N) MÖvn‡Ki Dcw¯’wZ
4| wb‡Pi †Kvb&wU evRv‡ii êwkó¨ bq?
K) ì KlvKwl L) Pvwn`v I mieiv‡ni m¤úK©
M) cÖwZ‡hvwMZv N) mvgvwRK Kj¨vY

cvV-4.2 evRvi-Gi †kÖwYwefvM

Classification of Market
D‡Ïk¨

• evRv‡ii †kÖwYwefvM eY©bv Ki‡Z cvi‡eb;
• †fv³vevRvi-Gi msÁv eY©bv Ki‡Z cvi‡eb;
• wkíevRvi-Gi msÁv e¨vL¨v Ki‡Z cvi‡eb; Ges
• †fv³vevRvi I wkíevRv‡ii g‡a¨ cv_©K¨ Ki‡Z cvi‡eb|
‡fv³vevRvi, wkíevRvi, cybtwe‡µZvi evRvi, miKvwi evRvi, cÖvwZôvwbK

g~L¨ kãgvjv evRvi|
(Keywords)
evRvi- Gi †kÖwYwefvM (Classification of Market)

evRv‡ii †kªwYweb¨v‡mi mgq K‡qKwU wel‡qi cÖwZ †Lqvj ivLvi cÖ‡qvRb nq| wewfbœ c¶ wbR wbR
`„wó‡KvY †_‡K evRv‡ii †kªwYweb¨vm Ki‡Z cv‡i| GjvKv, †gqv`, eëmv‡qi cÖK…wZ, c‡Yï cÖK…wZ BZ¨vwì wfwË‡Z
evRvi‡K †kªwYwef³ Kiv hvq| G m‡ei wfwË‡Z †kªwYwef³ evRvi h_v msMwVZ cY¨-evRvi, †mev evRvi, †kqvi
evRvi, gy`ªv evRvi, A_© evRvi, cyuwR evRvi ev g~jab evRvi BZ¨vw` evRv‡ii bvg Avgiv cÖvqkB ï‡b _vwK| wKš‘
Avgiv GLv‡b wecY‡bi `„wó‡KvY †_‡K evRv‡ii †kªYxweb¨vm m¤ú‡K© Av‡jvPbv Kie| wb‡¤œ Zv †`Lv‡bv n‡jv-
evRvi
‡fv³vevRvi wkíevRvi
wkíevRvi cybtwe‡µZvi miKvwi evRvi cÖvwZôvwbK

evRvi evRvi
wPÎ 4.1: evRv‡ii †kÖwYwefvM
†hme e¨w³ Ges cÖwZôv‡bi mgš^‡q wbw`©ó evRvi m„wó nq Zv‡ì êwk‡óï wfwË‡Z evRv‡ii DcwiD³ †kªwYweb¨vm
Kiv n‡q‡Q| GKRb we‡µZv ev wecYbKvix GKwU wbw`©ó evRv‡ii K_v we‡ePbv K‡i Zvi wecYb †KŠkj wba©viY
K‡i| ZvB cÖ‡Z¨K cÖKvi evRv‡ii mvaviY êwkó¨mg~n m¤ú‡K© Ávb _vKv LyeB cÖ‡qvRb|
†fv³vevRvi-Gi msÁv (Definition of Consumer Market)

†hme †µZv ïayB †fvM Kivi D‡Ï‡k¨ cY¨ µq K‡i Zv‡ì mgš^‡q †fv³v evRv‡ii m„wó nq| †fv³v evRv‡ii
MÖvnKMY KLbB µxZ cY¨ cybivq wewµ K‡i gybvdv AR©b Kivi Rb¨ cY¨ µq K‡i bv eis c‡Yï Dc‡hvM †fvM
Kiv wKsev cY¨ †_‡K DcKvi cvIqvi D‡Ï‡k¨B Zviv cY¨ µq K‡i|

†fv³v evRvi m¤ú‡K© wewfbœ e¨w³ wewfbœ msÁv w`‡q‡Qb-

Philip Kotler & Gary Armstrong ‡fv³vevRv‡ii msÁv m¤ú‡K© e‡jb, “Consumer market
consists of all the individuals and households who buy or acquire goods and services for
personal consumption” A_v©r †fv³vevRvi n‡jv †mBme e¨w³ Ges evmM„‡n emevmKvix‡ì wb‡q MwVZ
hviv cY¨ ev †mev µq K‡i e¨w³MZ †fv‡Mi Rb¨|
Steven J. Skinner ‡fv³vevRvi m¤ú‡K© e‡j‡Qb, “Consumer market includes purchasers or
persons in households who plan to consume or benefit from the purchased products and
who do not buy products for the purpose of making profits.” A_v©r ‡fv³v evRv‡i †µZv`j ev
M„‡n emevmKvix e¨w³iv RwoZ hviv µqK…Z cY¨ †fvM Kiv ev Gi myweav †bqvi Rb¨ cwiKíbv K‡i Ges
hviv gybvdvi D‡Ï‡k¨ cY¨ µq K‡i bv|
mgv‡Ri cÖ‡Z¨‡KB eû ai‡bi †fv³vevRv‡ii mv‡_ mshy³| wb‡Ri eënv‡ii Rb¨ ev cwiev‡ii m`m¨‡ì eënv‡ii
Rb¨cY¨ µq Kiv n‡j ‡µZv †mB c‡Yï mv‡_ mswkøó †fv³v evRv‡ii MÖvnK wn‡m‡e wPwýZ nq| mgv‡R emevmiZ
e¨w³‡ì µq¶gZv Ges RbmsL¨v hZ evo‡Z _v‡K, †fv³v evRvimg~‡ni msL¨v Ges AvqZbI ZZB m¤cÖmvwiZ
n‡Z _v‡K| evsjv‡`‡ki †fv³vevRvi cÖvq 16 †KvwU †jvK wb‡q MwVZ| fvi‡Zi †fv³vevRv‡i i‡q‡Q cÖvq 100
†KvwU †jvK| †Zgwb Av‡gwiKvi †fv³v evRv‡i †gvU †fv³vi msL¨v cÖvq 325 wgwjqb| ïay †`‡ki wfZ‡i bq, mviv
we‡k¦B †fv³v‡ì eqm, Avq, wk¶v I cQ‡›ì g‡a¨ cÖPzi wfbœZv i‡q‡Q| Zviv wewfbœ iK‡gi êwPÎ¨c~Y© cY¨ I
†mev µq K‡i| ZvB †fv³v evRv‡i †fv³v‡ì µq-AvPi‡Y Af~Zc~e© êwPÎ¨ cwijw¶Z nq|
†fv³vevRv‡ii êwkó¨¸‡jv wb‡¤œ ewY©Z n‡jv-
1. hviv wb‡Ri †fv‡Mi ev eënv‡ii Rb¨ cY¨ µq K‡i Zv‡ì‡K wb‡qB †fv³vevRv‡ii m„wó|
2. †fv³vevRv‡i PzovšÍ cY¨ weµq nq|
3. †hme cY¨ Ab¨ cY¨ Drcv`‡bi D‡Ï‡k¨ weµq nq †m¸‡jv †fv³vevRv‡ii AvIZvq c‡o bv|
4. †fv³vevRv‡ii m`mïv gybvdv AR©‡bi Rb¨ cY¨ µq K‡i bv|
5. RbM‡Yi µq¶gZv Ges RbmsL¨v e„w×i mv‡_ †fv³vevRv‡ii AvqZb e„w×i Nwbô m¤úK© i‡q‡Q|
wkí evRvi-Gi msÁv (Definition of Industrial Market)

cÖK…wZ cÖ`Ë mKj m¤ú`‡K gvby‡li †fvM ev eënv‡ivc‡hvMx Kivi Rb¨ cÖwµqvKiY Ki‡Z nq| cÖwµqvKi‡Yi
gva¨‡g wewfbœ ai‡bi cY¨ Drcv`‡bi j‡ÿ¨ †`‡k-we‡`‡k M‡o D‡V‡Q bvbv ai‡bi wkí KviLvbv| wkí-KviLvbv
Zv‡ì Kvh©µg Pvjy ivLvi Rb¨ KuvPvgvj, hš¿cvwZmn hveZxq `ªe¨mvgMÖx µq K‡i| wkí-KviLvbvi µ‡qi Kvi‡Y
evRv‡i wewfbœ c‡Yï weivU Pvwn`v m„wó nq| wkí-KviLvbvi Pvwn`v ev µ‡qi Dci wfwË K‡iB wkí-evRvi M‡o
D‡V‡Q| Kv‡RB wkíevRvi n‡”Q, c‡Yï cÖwµqvRvZKiY ev bZzb cY¨ Drcv`‡bi D‡Ï‡k¨ wkí-KviLvbvi hveZxq
µq|
wkíevRvi ej‡Z Ggb KwZcq e¨w³ I cÖwZôv‡bi mgwó‡K †evSvq hviv Drcv`‡b eënv‡ii Rb¨ cY¨ µq K‡i|
mnR A‡_©, hviv GKwU bZzb `ªe¨ ˆZwi K‡i weµq Kivi Rb¨ A‡bï wbKU †_‡K we‡kl ai‡bi KuvPvgvj ev Abïƒc
mvgMÖx µq K‡i, Zv‡ì‡K wb‡qB wkíevRv‡ii m„wó nq| wkíevRv‡i ïaygvÎ wkícY¨ (Industrial goods) µq-
weµq nq| wkíevRvi‡K ZvB Drcv`‡Ki evRviI (Producer’s market) ejv hvq|
wkíevRvi m¤ú‡K© `ywU msÁv-
Philip Kotler & Gary Armstrong wkíevRvi msÁv w`‡q‡Qb Gfv‡e, “The business market
comprises all the organizations that buy goods and services for use in the production of

other products and services that are sold, rented or supplied to others.” A_v©r Ab¨ cY¨ ev
†mev Drcv`b K‡i weµq, fvov cÖ`vb ev Ab¨‡ì wbKUmieivn Kivi j‡ÿ¨ cY¨ I †mev µqKvix
msMVb¸‡jv wb‡q eëmvq evRvi MwVZ|
wkíevRv‡ii msÁv w`‡Z wM‡q Steven J. Skinner e‡j‡Qb, “Industrial market includes individual
or groups that purchase products for resale, direct use in the production of other products
or use in daily operations.” A_v©r cybtweµq, Ab¨ cY¨ Drcv`‡b mivmwi eënvi ev wbZ¨w`‡bi Rb¨
Kv‡R eënv‡ii Rb¨ cY¨ µ‡qi mv‡_ RwoZ e¨w³ ev `j eëmvq evRv‡ii AšÍfy©³|
Dc‡ii msÁv †_‡K ¯úóB cÖZxqgvb nq †h, †hme cY¨ A‡bï wbKU wewµ Kiv ev fvov †`qv ev mieivn Kivi
D‡Ï‡k¨ ev bZzb cY¨ ˆZwi Kivi Rb¨ µq Kiv nq, †mme c‡Yï cÖ¯Z ‘ KviKivB wkíevRv‡ii m„wóKviK| Giv e¨w³
we‡klI n‡Z cv‡i wKsev †Kvb ms¯’vI n‡Z cv‡i| †hgb K…wl, eb I grm¨ wkí, LwbR wkí, wbg©vY wkí, cwienb I
†hvMv‡hvM, cvewjK BDwUwjwU, e¨vswKs, dvBb¨vÝ, exgv I †mev wkí BZ¨vw`|
wecY‡bi `„wó‡KvY †_‡K wkíevRvi‡K wb‡¤œv³ PviwU fv‡M fvM Kiv hvq-
1. wkíevRvi (Industrial Market): ‡h mKj cÖwZôvb cybivq Drcv`‡bi D‡Ï‡k¨ ev wkí KviLvbvq
eënv‡ii D‡Ï‡k¨ cY¨ ev †mev mvgMÖx µq K‡i Zv‡ì‡K wkíevRvi e‡j|
2. cybtwe‡µZvi evRvi (Reseller Market): ‡h mKj e¨w³ ev cÖwZôvb cybivq weµ‡qi D‡Ï‡k¨ cY¨ ev
‡mevmvgMÖx µq K‡i Zv‡ì‡K cybtwe‡µZvi evRvi e‡j| †hgb cvBKvi eëmvqx, LyPiv eëmvqx BZ¨vw`|
3. miKvwi evRvi (Government Market): miKvi ev miKvix wewfbœ cÖwZôvb cY¨ ev †mev wewfbœ
cÖ‡qvR‡b µq ev eënvi K‡i _v‡K| Zv‡ì‡K miKvwi evRvi e‡j|
4. cÖvwZôvwbK evRvi (Institutional Market): wewfbœ cÖwZôvb, †hgb ¯‹zj, K‡jR, nvmcvZvj Zv‡ì
cÖvwZôvwbK cÖ‡qvR‡b eënv‡ii Rb¨ cY¨ ev ‡mev µq Ki‡j Zv‡ì‡K cÖvwZôvwbK evRvi e‡j|
†fv³vevRvi I wkíevRv‡ii g‡a¨ cv_©K¨ (Differences between Consumer Market and

Industrial Market)
welq †fv³vevRvi wkíevRvi
1. MVb P~ovšÍ †fv³v ev eënviKvix‡ì wb‡q cY¨ Drcv`b ev cÖwµqvKi‡Yi mv‡_
†fv³vevRvi MwVZ| †µZvi wb‡Ri ev cwiev‡ii RwoZ e¨w³ I cÖwZôvb wb‡q wkíevRvi
m`m¨‡ì †fvM ev eënv‡ii Rb¨B cY¨-mvgMÖx MwVZ| A_©vr wkí-KviLvbvi mgb¦‡q
µq K‡ib| wkíevRvi MwVZ|
2. µ‡qi cÖK…wZ †fv³v evRv‡ii †fv³v ev †µZv‡K Nb Nb cY¨ wkíevRv‡i DcKi‡Yi Pvwn`v †ekx
µq Ki‡Z †`Lv hvq| A_©vr hLb †h cY¨ µq _vKvq GK mv‡_ cÖPyi cwigv‡Y µq
Kivi ìKvi nq ZLbB Zv µq K‡i| GRb¨B K‡i| d‡j eQ‡i GKevi ev Kq `dvq
µ‡qi cÖK…wZ nj cybtcybt ev evievi| eo eo j‡U cY¨ µq K‡i|
3.µ‡qi e¨w³MZ ev cvwievwiK cÖ‡qvR‡b cY¨ µq Kiv wkí KviLvbvq cY¨ ev DcKi‡Yi Pvwn`v
cwigvY nq e‡j G evRv‡ii †µZviv ¯^í cwigv‡Y cY¨ _v‡K cÖPyi| Kv‡RB G evRv‡ii †µZviv
µq K‡i| A_©vr cÖ‡qvRb n‡j ev gRy` †kl GKmv‡_ †ekx cwigv‡Y cY¨ µq ev
n‡jB cybivq Zv µq K‡i| msMÖn K‡i|

welq †fv³vevRvi wkíevRvi

4.Pvwn`vi †fv³vevRv‡ii m`m¨‡ì eqm, Avq, iæwP, wkíevRv‡i Pvwn`vi wfbœZv
wfbœZv AvPiY, wjsM BZ¨vwì wfwË‡Z Zv‡ì g‡a¨ †fv³vevRv‡ii Zzjbvq Kg cwijwÿZ
Pvwn`vi wfbœZv cwijwÿZ nq| GKvi‡YB nq|†µZvi cÖK…wZ, †µZvi msL¨v, µq
`ÿwecYbKvix evRvi wefw³KiY K‡i cY¨ Ae¯’vi aibBZ¨vwì wfwË‡Z
cwiKíbv K‡i _v‡K| wkíevRvi‡K wef³ Kiv nq|
5. m`m¨‡ì †fv³v evRv‡ii m`mïv †`‡ki we¯ÍxY© GjvKv wkíevRv‡ii m`m¨ n‡”Q wewfbœ
Ae¯’vb Ry‡o Ae¯’vb K‡i| A_©vr †hLv‡b gvbyl emevm KjKviLvbv| Kv‡RB †`‡ki †h mKj
K‡i, †mLv‡bB †fv³v Av‡Q Ges †fvM¨ c‡Yï GjvKvq wkí-KviLvbv M‡o D‡V‡Q
Pvwn`v eZ©gvb| RbM‡Yi µq¶gZv Ges †mLv‡bB G evRv‡ii m`m¨‡ì Ae¯’vb|
RbmsL¨v e„w×i mv‡_ †fv³vevRv‡ii AvqZb
e„w×i Nwbô m¤úK© i‡q‡Q|
6. µ‡qi †fv³v evRv‡ii †µZv‡ì cY¨ µ‡qi GKgvÎ wkíevRv‡ii cY¨ µ‡qi D‡Ïk¨ nj
D‡Ïk¨ D‡Ïk¨ †fvM Ges †fvM †_‡K Dc‡hvM jvf Kiv| µxZ c‡Yï Dci cÖwµqvKi‡Yi gva¨‡g
†fv‡Mi gva¨‡g Z…wß jvfB Zv‡ì cY¨ µ‡q †fv³v‡ì eënv‡ivc‡hvMx ev †fvM-
cÖ‡ivwPZ K‡i| cY¨ cybtDrcv`‡bi D‡Ï‡k¨ ev Dc‡hvMx c‡Yï Drcv`b Ges weµ‡qi
gybvdv AR©‡bi Rb¨ ‡fv³v cY¨ µq K‡i bv| gva¨‡g gybvdv AR©b Kiv|
7. m`m¨ msL¨v †fv³vevRv‡ii m`m¨ msL¨v Amxg| G evRv‡ii m`m¨msL¨v mxwgZ Ges
Zv‡ì Ae¯’vb mevi wbKU cwiwPZ|
K‡qKwU †fv³vevRvi I wkíevRv‡ii D`vniY w`b|

‡fv³v evRvi wkí evRvi
wkÿv_©xi KvR
mvims‡ÿc
wewfbœ ai‡bi evRvi‡K wecY‡bi `„wó‡KvY †_‡K cÖavbZ `yBwU fv‡M fvM Kiv hvq; h_v †fv³vevRvi I
wkíevRvi| wkíevRvi‡K Avevi PviwU fv‡M fvM Kiv hvqt wkíevRvi, cybtwe‡µZvi evRvi, miKvwi
evRvi Ges cÖvwZôvwbK evRvi| †hme †µZv ïayB †fvM Kivi D‡Ï‡k¨ cY¨ µq K‡i Zv‡ì mgš^‡q
†fv³vevRv‡ii m„wó nq| Ab¨w`‡K hviv GKwU bZzb `ªe¨ ˆZwi K‡i weµq Kivi Rb¨ A‡bï wbKU †_‡K we‡kl
ai‡bi KuvPvgvj ev Abïƒc mvgMÖx µq K‡i, Zv‡ì‡K wb‡qB wkíevRv‡ii m„wó nq| ‡fv³v I wkíevRv‡ii g‡a¨
MVb, µ‡qi cÖK…wZ, µ‡qi cwigvY, Pvwn`vi wfbœZv, m`m¨‡ì Ae¯’vb, µ‡qi D‡Ïk¨, m`m¨ msL¨vi w`K †_‡K
cv_K©¨ jÿ Kiv hvq|

√) wPý w`b-
1. †Kvb we‡kl c‡Yï eZ©gvb I m¤¢ve¨ †µZvi mgwó‡K wecY‡b wK ejv nq?
K. GKwÎKiY L. evRvi
M. gvb wba©viY N. msiÿY
2. wecb‡b evRvi ej‡Z eySvq?
K. †Kvb cY¨ L. †Kvb ¯’vb
M. cY¨ I †mev N. c‡Yï eZ©gvb I m¤¢ve¨ †µZv
3. wecY‡bi `„wó‡Z evRvi‡K Kq fv‡M fvM Kiv n‡q‡Q?
K. wZb †kªwY‡Z L. cuvP †kªwY‡Z
M. `yB †kªwY‡Z N. Pvi †kªwY‡Z
4. †h me †µZv wbR ev cwiev‡ii †fvM I eënv‡ii D‡Ï‡k¨ cY¨ µq K‡i Zv‡ì wb‡q MwVZ nqt
K. †fv³vevRvi L. wkíevRvi
M. we‡µZvi evRvi N. †mevi evRvi|

cvV-4.3 evRvi wefw³KiY: aviYv I myweav

Market Segmentation: Concept and Advantages
D‡Ïk¨

• evRvi wefw³KiY m¤ú‡K© aviYv Ki‡Z cvi‡eb;
• evRvi wefw³KiY-Gi msÁv e¨vL¨v Ki‡Z cvi‡eb; Ges
• evRvi wefw³Ki‡Yi DcKvwiZvmg~n Rvb‡Z cvi‡eb|
evRvi Ask, Afxó wecYb, wecYb wgkÖY, we‡klvwqZ wecYb|

evRvi wefw³Ki‡Yi aviYv (Concept of Market Segmentation)

mvaviY A‡_©, evRvi wefw³KiY ej‡Z `ÿZvi mv‡_ AwaK weµq AR©‡bi Rb¨ †Kvb c‡Yï evRvi
Z_v eZ©gvb I m¤¢ve¨ †µZv ev †fv³v‡ì †QvU †QvU As‡k wef³ Kiv‡K †evSvq|
GKwU cÖwZôvb cY¨ Drcv`‡bi Av‡M ev c‡i c‡Yï êwk‡óï mv‡_ m¤úK© †i‡L †fv³v wPwýZ Kivi cÖqvm cvq|
†Kvb& †kÖYxi †fv³vi cÖ‡qvRb †gUv‡Z cÖwZôv‡bi cY¨ mÿg, Zv wba©viY Kivi ci †fv³v‡ì GKBiƒc êwkó¨
(†hgb- eqm, wkÿv, êevwnKZv ev AÂj) Abymv‡i evRvi mbv³ Kiv nq| Giƒc cÖ‡Póv †_‡KB evRvi wefw³KiY
aviYvi D™¢e|
ev¯Í‡e †`Lv hvq †h, c‡Yï †µZv _v‡K AmsL¨v Ges Zviv †`‡k-we‡`‡k, GLv‡b-†mLv‡b wewÿßfv‡e Ae¯’vb K‡i|
me †µZv GK RvqMvq †K›`ªxf~Z _v‡K bv| GQvovI, Zv‡ì cÖ‡qvRb, Pvwn`v Ges µq-Af¨vmI GK iK‡gi bq|
d‡j c‡Yï Drcv`K ev eëmvqxiv mKj MÖvn‡Ki wbKU GKB Dcv‡q cY¨ wecYb Ki‡Z cv‡i bv| eëmvq
cÖwZôvb¸‡jvi wecYb ÿgZvI wfbœ wfbœ iK‡gi| evRv‡ii wewfbœ As‡k GKmv‡_ wKsev GKB cš’vq cY¨ wecYb
Kiv Zv‡ì A‡b‡Ki Rb¨B KwVb| ZvB AvRKvj A‡bK cÖwZôvbB cy‡iv evRv‡i GKmv‡_ cÖ‡ek bv K‡i eis
evRv‡ii wfbœ wfbœ As‡k cÖ‡ek Kivi †Póv K‡i| evRv‡ii Gme Ask‡K ejv nq evRvi-Ask ev Dc-evRvi
(Segment)| †h evRvi-As‡k fvjfv‡e cY¨ wecYb K‡i gybvdv AR©b Kiv m¤¢e, cÖwZôvb¸‡jv †m As‡kB cY¨
evRviRvZ Kivi Rb¨ Kg©m~wP MÖnY K‡i| G‡ÿ‡Î Zviv †h KvRwU K‡i Zv n‡jv cÖ_‡g evRvi Ask¸‡jv wPwýZ
K‡i; wØZxq ch©v‡q me¸‡jv Ask g~j¨vq‡bi ci GK ev GKvwaK Ask wbe©vwPZ K‡i Ges †kl ch©v‡q wbe©vwPZ
evRvi As‡ki Pvwn`vi A‡jv‡K cY¨ ˆZwi Kivi ci wecYb Kg©m~wPcÖYqb K‡i| GB cÖwµqv‡K ejv nq Afxó
wecYb (Target Marketing)|
evRvi wefw³Ki‡Yi msÁv (Definition of Market Segmentation)

c‡Yï evRv‡i ïaygvÎ GKB ai‡bi †fv³v _v‡K bv, GLv‡b wewfbœ †kÖwYi †fv³vi mgvnvi N‡U| †fv³vi †kÖwYMZ
cv_©K¨ c‡Yï eënv‡ii DciI cÖfve we¯Ívi K‡i| D`vniY¯îƒc, AwaK Avqwewkó †fv³viv †hme cY¨ AwaK
cwigv‡Y µq Ki‡Z AvMÖnx nq, ¯^í Avqwewkó †fv³viv †mme cY¨ µ‡q AvMÖnx bvI n‡Z cv‡i| Abyiƒcfv‡e, ZiæY
eq‡mi †fv³v‡ì wbKU †h wRwbm AwaKZi cQ›`Yxq n‡e, eva©‡Kï †KvVvq DcbxZ †fv³v‡ì wbKU †m wRwbm
cQ›` bv-I n‡Z cv‡i| ZvB ¯úóB cÖZxqgvb n‡”Q †h, evRv‡i wewPÎ iK‡gi †fv³v _vK‡Z cv‡i Ges Zv‡ì
cQ›`-AcQ›`, iæwP, d¨vkb cÖeYZv BZ¨vwÌ wewfbœ iKg n‡Z cv‡i| †fv³v‡ì g‡a¨ Giƒc wewfbœZv ‡`Lv hvq e‡j

eZ©gvb hy‡M †MvUv evRvi‡K K‡qKwU DcevRv‡i (Sub-markets or Segments) wef³ K‡i †fv³v‡ì †kÖwY‰ewkó¨
Abyhvqx cY¨ evRviRvZKi‡Yi cÖ‡Póv Pvjv‡bv nq| mvaviYZ †fv³v‡ì‡K Zv‡ì eqm, wKsev Avq A_ev Ab¨
†h‡Kvb mgRvZxq êwkó¨ Abymv‡i K‡qKwU fv‡M fvM Kiv nq| cÖ‡Z¨KwU fvM GK GKwU Dc-evRvi evevRvi-Ask
bv‡g cwiwPZ|
m¤ú~Y© evRvi‡K (Whole markets) Gfv‡e Dc-evRvi ev Dcwefv‡M wef³ Kivi cÖwµqv‡K evRvi wefw³KiY ev
evRvi wefvRb (Market segmentation) e‡j| A_©vr MÖvnK‡ì wewfbœ cÖ‡qvRb, êwkó¨ Ges AvPi‡Yi Dci wfwË
K‡i Zv‡ì‡K †kÖwYweb¨vm Kivi cÖwµqv evRvi wefw³KiY bv‡g cwiwPZ||
evRvi wefw³KiY m¤ú‡K© wZbwU msÁv GLv‡b D‡jøL Kiv n‡jv-
Philip Kotler & Gary Armstrong evRvi wefw³KiY msÁv m¤ú‡K© e‡jb, ÒMarket segmentation
is the subdividing of a market into distinct subsets of customers, where any subset may
conceivably be selected as market target to be reached with a distinct mix.” A_v©r GKwU
evRvi‡K K‡qKwU jÿYxq †fv³v Dc‡m‡U DcwefvRb Kivi bvgB evRvi wefw³KiY, †hLv‡b †h
†Kvb Dc‡mU‡K evRvi jÿë¯Íy wn‡m‡e wbe©vwPZ K‡i ¯^Zš¿ wecYb wgkÖY mnKv‡i ‡mLv‡b cÖ‡ek Kiv
hvq|
Steven J. Skinner e‡jb, ÒMarket segmentation is the proess of dividing a total market into
groups of consumers who have relatively similar product needs.” A_v©r evRvi wefw³KiY n‡jv
mgMÖ evRvi‡K K‡qKwU †fv³v`‡j fvM Kivi cÖwµqv hv‡ìg‡a¨ Zzjbvg~jK mgiƒc c‡Yï Pvwn`v i‡q‡Q|
WweøD. †R. ÷¨v›Ub-Gi g‡Z, ÒThe process of dividing the total, heterogeneous market for a
product into several sub-markets or segments, each of which tends to be homogenous in all
significant aspects.Ó A_v©r †Kvb c‡Yï Am`„k evRvi‡K me©cK
Ö vi ¸iæZ¡c~Y© wel‡q mgRvZxq Dc-evRvi
ev Dcwefv‡M wef³ Kivi cÖwµqv‡K evRvi wefvRb e‡j|
Avgiv Avgv‡ì Pviw`‡KB evRvi wefvR‡bi bgyybv Anin †`L‡Z cvB| c¨v‡KU Kiv Lv`¨mvgMªx, cÖmvabx `ªe¨,
mvevb, VvÛv cvbxq BZ¨vw` c‡Yï Drcv`KMY me©v`vB evRvi wefw³KiY †KŠk‡jiAvkÖq MÖnY K‡i _v‡Kb|
†KvKv‡Kvjv †Kv¤úvwb GKKv‡j evRvi GKxKiY (Market Aggregation)-Gi †Rvi cÖe³v wQj| wKš‘ cieZ©xKv‡j
evRvi cwiw¯’wZi mv‡_ Zvj wgjv‡Z wM‡q †KvKv‡Kvjv †Kv¤úvwb †evZ‡ji AvKv‡i cwieZ©b NwU‡q evRvi wefvR‡bi
w`‡K Sz‡u K c‡o‡Q|
evRvi wefw³Ki‡Yi d‡j †h †QvU †QvU As‡k †gvU evRvi wef³ nq, Zv‡ì GKwU AciwU †_‡K m¤ú~Y©iƒ‡c
Avjv`v n‡q _v‡K| wKšÍ cÖwZwU DcevRv‡i mgRvZxq ev GKB RvZxq êwkó¨ weivR K‡i|cwi‡k‡l ejv hvq,
êmv`„k¨c~Y© mvgwMÖK evRvi‡K †fv³v mgv‡Ri wewfbœ êwk‡óï wfwË‡Z Ges evRviRvZKi‡Yi myweav‡_© KZ¸‡jv
DcfvM ev Dc-evRv‡i fvM Kiv‡KB evRvi wefw³KiY ejv nq|
evRvi wefw³Ki‡Yi DcKvwiZv (Advantages of Market Segmentation)

evRvi wefw³KiY wecYb wPšÍvaviv I †KŠk‡ji †ÿ‡Î GKwU beZi ms‡hvRb| evRvi wefw³KiY Øviv †h me
myweav ev DcKvwiZv cvIqv hvq †m¸‡jv wb‡¤œ ewY©Z n‡jv-
1. my‡hvM-myweavi ZzjbvgyjK we‡kølY (Comparative Analysis of Opportunities): evRvi
wefw³Ki‡Yi gva¨‡g c‡Yï we‡µZv wecYb msµvšÍ my‡hvM-myweavewj Lu‡y R †ei K‡i G¸‡jvi ZzjbvgyjK
we‡kølY Ki‡Z cv‡i| weivRgvb cÖwZ‡hvwMZvi cwi‡cwÿ‡Z we‡µZv cÖ‡Z¨K Dcwefv‡Mi cÖ‡qvRbxqZv
wba©viY K‡i Z`byhvqx weµq cÖmv‡ii Rb¨ h‡_vchy³ cÖ‡Póv Pvjv‡Z cv‡i| wewfbœ cÖwZ‡hvwMiv evRv‡ii †h

Dc-wefv‡M MÖvnK‡ì cy‡ivcywi mšÍywóweavb K‡Z AcviM, Av‡jvP¨ we‡µZvi Rb¨ †mB Dc-evRviwUB Zvi
wbR¯^ cY¨ evRviRvZ Kivi Rb¨ m‡e©vK…ó †ÿÎ|
2. †fv³vi Pvwn`vwfwËK Kg©m~wP MÖnY (Adopting Programs based on Consumer’s Demand):
evRvi wefvR‡bi †KŠkj we‡µZv‡K cY¨ I weµq-msµvšÍ cÖmvig~jK Kvh©µ‡gi g‡a¨ mvgÄm¨ weav‡b
mnvqZv K‡i| me ai‡bi cÖ”Qbœ (Potential) †fv³v‡K GKB mv‡_ AvK…ó Kivi Rb¨ GKwUgvÎ wecYb
Kg©m~wP cÖYqb bv K‡i c‡Yï we‡µZv wewfbœ †kÖwYi †fv³vi Pvwn`v cwic~i‡Yi Rb¨ Dc‡hvMx Avjv`v
Avjv`v Kg©mw~ P MÖnY Ki‡Z cv‡i|
3. wecYb Kvh©µg MÖn‡Y mnvqZv (Facilitating Execution of Marketing Program) : wbw`©ó evRvi
wefv‡Mi (Market segments) Pvwn`v m¤úwK©Z Áv‡bi Dci wfwË K‡i we‡µZv wecYb Kvh©µg I ev‡RU
cÖYqb Ki‡Z cv‡i| †h wefv‡M Pvwn`v †ewk, we‡µZv †m wefv‡Mi Rb¨ AwaK cwigv‡Y A_© LiP Ki‡Z
cv‡i|
4. AwaK weµq (More Sales): evRvi wefw³Ki‡Yi Øviv GKwU evRv‡i Aew¯’Z †fv³v‡ì wewfbœ iKg
Pvwn`v m¤ú‡K© AewnZ nIqv m¤¢e| d‡j wewPÎ ¸Yv¸Y m¤^wjZ wewfbœ ai‡bi cY¨ evRv‡i ‡Q‡o w`‡q †gvU
weµ‡qi cwigvY e„w× Kiv m¤¢e|
5. mwVK evRvi ev †fv³v wPwýZKiY (Identifying Right Market or Consumer): evRvi
wefw³Ki‡Yi gva¨‡g Drcv`K Zvi cY¨mvgMÖxi mwVK evRvi ev †fv³v †Mvôx‡K wPwýZ Ki‡Z cv‡i| d‡j
cÖwZ‡hvwMZvg~jK evRv‡i cÖwZôv‡bi I c‡Yï Ae¯’vb my`„p Kiv m¤¢e nq|
6. Pvwn`v Abyhvqx cY¨ mieivn (Delivering Product according to Demand): evRvi wefvR‡bi
d‡j we‡µZviv wewfbœ Dc-evRvi ch©‡eÿY Kivi my‡hvM cvq| GgZve¯’vq Zviv †fv³vi Pvwn`v Abyhvqx
c‡Yï evRv RvZKi‡Yi eë¯’v MÖnY Ki‡Z cv‡i|
7. we‡klvwqZ wecYb (Specialized Marketing): evRvi wefw³Ki‡Yi gva¨‡g wecYb‡K AwaK
we‡klvwqZ I cÖmvwiZ Kiv m¤¢e| Gi gva¨‡g †fv³v‡ì Avkv-AvKv•Lv, iæwP-êwPÎ¨ BZ¨vwì mv‡_ AwaK
mgvÄm¨c~Y© wecYb Kg©m~wP MÖnY Kiv nq| G‡Z wecYb Kg©KvÛ ev¯ÍegyLx Ges AwaK Kvh©Ki n‡q _v‡K|
8. evRvi-my‡hvM e„w× (Increasing Marketing Opportunities): evRvi wefw³Ki‡Yi gva¨‡g GKRb
Drcv`bKvix wbw`©ó `jfz³ †fv³v‡ì AwZ wbK‡U Ae¯’vb K‡i| d‡j Drcv`bKvix evRvi cwieZ©‡bi
mv‡_ mv‡_ cY¨, †KŠkj BZ¨vw` cwieZ©b K‡i `ªæZ Kvh©µg MÖn‡Y mg_© nq|
9. wecYb ev‡R‡Ui `ÿ eënvi (Efficient usage of Marketing Budget): evRvi wefvR‡bi Øviv
m¤¢ve¨ †fv³v‡ì wewfbœ `‡j AšÍf³
y© Kiv m¤¢e| d‡j wecYbKvix wewfbœ evRvi As‡ki Pvwn`v I ¸iæZ¡
Abyhvqx ev‡RUwba©viY Ki‡Z cv‡i| G‡Z ev‡RU ev¯ÍegyLx nq Ges wecY‡b AcPqI †iva Kiv m¤¢e nq|
10. weÁvcb I cÖPviYv (Advertisement and Promotion): evRvi wefvR‡bi d‡j we‡µZviv wewfbœ
DcevRv‡ii Pvwn`v Abyaveb Ki‡Z cv‡i| GKwU wbw`©ó evRv‡ii Pvwn`vi †cÖwÿ‡Z we‡µZv Zvi weÁvcb I
cÖPviYvi wm×všÍ wb‡Z cv‡i|
DcwiD³ Av‡jvPbvi †cÖwÿ‡Z ejv hvq †h, evRv‡ii cÖ‡qvR‡bi mv‡_ †Kv¤úvwbi wecYb Kg©m~wPi mgš^q m„wói Rb¨
GKwU eo evRvi‡K A‡bK¸‡jv DcevRv‡i wef³ Kiv nq|

wkÿv_©xi KvR ‡Kvb Kjg †Kv¤úvbx evRvi wefvRb Ki‡j †Kvb& †Kvb& myweav †fvM Ki‡e?
mvims‡ÿc
mgMÖ evRvi‡K fvM Kivi cÖwµqv‡K evRvi wefw³KiY e‡j| evRvi wefw³Ki‡Yi d‡j †h †QvU †QvU As‡k †gvU
evRvi wef³ nq, Zv‡ì GKwU AciwU †_‡K m¤ú~Yi© ƒ‡c Avjv`v n‡q _v‡K| evRvi wefw³Ki‡Yi d‡j
wecYbKvix wKQz myweav †fvM K‡i; h_v my‡hvM-myweavi Zzjbvg~jK we‡kølY, †fv³vi Pvwn`vwfwËK Kg©m~wP MÖnY,
wecYb Kvh©µg MÖn‡Y mnvqZv, AwaK weµq, mwVK evRvi ev †fv³v wbiæcY, Pvwn`v Abyhvqx cY¨ mieivn,
we‡klvwqZ wecYb, evRvi-my‡hvM e„w×, wecYb ev‡R‡Ui `ÿ eënvi Ges mwVK weÁvcb I cÖPviYv|

1| evRvi wefw³Ki‡Yi êwkó¨ †Kvb&wU?
K) GKB iƒc êwkó¨ Abyhvqx evRvi wefvRb L) cY¨ e›Ub
M) cY¨ mieivn N) cY¨ weµq
2| wewfbœ ‰ewk‡óï wfwË‡Z evRvi‡K †h †QvU As‡k fvM Kiv nq Zv‡K wK e‡j?
K) Market L) Promotion
M) Segment N) Distribution
3| evRvi wefw³Ki‡Yi d‡j wb‡Pi †Kvb& myweav wecYbKvix †c‡q _v‡K?
i) mwVK evRvi wbiƒcb
ii) Pvwn`v Abyhvqx cY¨ mieivn
iii) wecYb ev‡R‡Ui `ÿ eënvi
4| wb‡Pi †Kvb& Kvi‡Y evRvi wefw³KiY Kiv nq?
K) cY¨ Drcv`b L) ‡µZv/ †fv³vi êwk‡óï wewfbœZvi Kvi‡Y
M) cY¨ cÖmvi N) ‡µZv/ †fv³vi myweavi Rb¨

cvV-4.4 evRviwefw³Ki‡Yi wfwËmg~n

Bases for Segmenting Market
D‡Ïk¨

• †fv³v evRvi wefw³Ki‡Yi wfwËmg~n eY©bv Ki‡Z cvi‡eb;
• wkí evRvi wefw³Ki‡Yi wfwËmg~n Rvb‡Z cvi‡eb; Ges
• Kvh©Ki evRvi wefw³Ki‡Yi we‡eP¨ welqmg~n e¨vL¨v Ki‡Z cvi‡eb|
‡fŠ‡MvwjK wefw³KiY, RbmsL¨vwfwËK wefw³KiY, gb¯ÍvwË¡K wefw³KiY,

g~L¨ kãgvjv(Keywords) AvPiYwfwËK wefw³KiY|
wewfbœ Dcv‡q GKwU cÖwZôvb evRvi wefvRb Ki‡Z cv‡i| evRvi wefvRb ev wefw³Ki‡Yi c×wZ
cY¨‡f‡` wfbœ wfbœ cÖKvi n‡Z cv‡i| mvaviYZ †fv³vevRvi (Consumer market) I wkíevRvi
(Industirial market)-Gi Rb¨ wefw³Ki‡Yi wfwË Avjv`v iK‡gi n‡q _v‡K| wb‡¤œ GB Dfq cÖKvi evRvi
wefw³Ki‡Yi wfwËmg~n Av‡jvPbv Kiv n‡jv|
‡fv³vevRvi wefw³Ki‡Yi wfwËmgyn (Bases for Segmenting Consumer Market)

‡fv³vevRvi wefw³KiY
‡fŠ‡MvwjK RbmsL¨vwfwËK gb¯ÍvwË¡K AvPiYwfwËK

wefw³KiY wefw³KiY wefw³KiY wefw³KiY
wPÎ 4.2: †fv³vevRv‡ii wefw³KiY Dcv`vbmg~n
†fv³vevRvi wefw³Ki‡Y eëüZ D‡jø‡hvM¨ †fŠ‡MvwjK, RbmsL¨vwfwËK, gb¯ÍvwË¡K I AvPiYg~jK Dcv`vbmg~n

4.2 bs wP‡Î mwbœ‡ewkZ Kiv n‡q‡Q| GLv‡b Dcv`vb¸‡jvi Dci Av‡jvcvZ Kiv n‡jv-
1. †fŠ‡MvwjK wefw³KiY (Geographic Segmentation): GB ai‡bi wefw³Ki‡Y evRvi‡K wewfbœ AÂj
(†hgb DËivÂj, c~e©vÂj BZ¨vw`), †Rjv (h_v XvKv, Kzwgjøv, ivRkvnx BZ¨vw`), kn‡ii AvqZb cÖf„wZi
wfwË‡Z wef³ Kiv nq| Gfv‡e evRvi wefw³Ki‡Yi mgq g‡b Kiv nq †h, evRv‡ii Ae¯’v‡bi Dci wfwË
K‡i evRv‡ii m¤¢ve¨Zv (Potentiallity) I Zrm¤úwK©Z e¨q wba©vwiZ n‡q _v‡K| G c×wZ‡Z †mme
evRvi¸‡jvB wbe©vPb Kiv nq †h¸‡jv‡K †fŠ‡MvwjK Ae¯’v‡bi Rb¨ me©vwaK gybvdvRbK aiv nq|
†fŠ‡MvwjK AÂ‡ji wfwË‡Z wef³ Kivi ci †Kvb cÖwZôvb GK ev GKvwaK evRv‡i cY¨ wecY‡bi wm×všÍ
wb‡Z cv‡i| Z‡e wecYbKvix cÖ‡Z¨K GjvKvi êwkó¨ Abyhvqx MÖvnK‡ì Pvwn`v wba©viY K‡i|
2. RbmsL¨vwfwËK wefw³KiY (Demographic Segmentation): Giiƒc wefw³Ki‡Yi mgq wewfbœ cÖKvi
RbmsL¨vwfwËK Dcv`vb, h_v eqm, wj½ (Gender), cwiev‡ii AvqZb, Avq, †ckv, cvwievwiK Rxeb-
Pµ, RvZxqZv BZ¨vwì Dci wfwË K‡i mgMÖ evRvi‡K K‡qKwU As‡k fvM Kiv nq| mvgvwRK †kÖYxi
wfwË‡ZI evRvi wefw³KiY nq| KviY D”P we‡Ëi †jvKRb †h mvgMÖx AwaK cwigv‡Y µq Ki‡e,

wb¤œwe‡Ëi †jvK‡ì †m mvgMÖx µq Kivi m¤¢vebv Kg| MÖvnK‡ì wewfbœ MÖæc‡K wefvRb Kivi †ÿ‡Î
RbmsL¨vwfwËKDcv`vb¸‡jv LyeB RbwcÖq| Gi g~j KviY, RbmsL¨vwfwËK Dcv`v‡bi mv‡_ MÖvnK‡ì
cÖ‡qvRb, Pvwn`v I cY¨-eënv‡ii nvi Nwbôfv‡e m¤úwK©Z| G QvovI, G Dcv`vb¸‡jv Ab¨vb¨ Dcv`v‡bi
Zzjbvq cwigvc Kiv mnRZi|
3. gb¯ÍvwË¡K wefw³KiY (Psychographic Segmentation): †fv³v‡ì Rxeb m¤úwK©Z ÷vBj (Life
style) I e¨w³‡Z¡i cv_©‡Kï Dci wfwË K‡i evRvi wefvRb Kiv n‡j Zv‡K gb¯ÍvwË¡K wefw³KiY ejv
nq| GKB RbmsL¨vwfwËK `jfy³ †jvK‡ì g‡a¨ wewfbœ cÖKv‡ii gb¯ÍvwË¡K Dcv`vb weivR Ki‡Z cv‡i|
Rxeb‡eva gvby‡li †fvM ¯ú„nvi Dci cÖej cÖfve we¯Ívi K‡i| D`vniY¯îƒc, GKRb Kg©V msmviRxexi
Rxeb‡eva I GKRb hvhvei ev †nv‡Uj-wejvmxi Rxeb‡eva GK bq| ZvB GKRb we‡µZv †fv³v‡ì
Rxeb‡ev‡ai cÖwZ `„wó †i‡L Zvi Rb¨ c‡Yï evRvi wefvRb Ki‡Z cv‡i|
4. AvPiYwfw³K wefw³KiY (Behavioral Segmentation): †µZv‡ì cY¨ m¤úwK©Z Ávb, g‡bvfve I
c‡Yï eënv‡ii wfwË‡Z evRvi wefw³KiY Kiv n‡j Zv AvPiYwfwËK wefvRb bv‡g cwiwPZ| A‡bK
wecYbKvix g‡b K‡ib †h, AvPiYg~jK Dcv`vbmg~n evRv‡ii wewfbœ Ask mbv³ Kivi Rb¨ DrK…ó Drm|
†µZvi AvPi‡Yi wfwË‡Z evRvi wefvR‡bi mgq †hme wel‡qi Dci we‡klfv‡e bRi †`qv nq †m¸‡jv
n‡jv:
K. cY¨-µ‡qi †gŠmyg (Season) ev NUbv (Occasion): C`, `yMv© c~Rv I wµ÷gvm-Gi mgq ev
fvjevmv wè‡mwMd&&U AvB‡Ug I ï‡f”Qv KvW© cÖPzi µq Kiv nq| †KvWvK †Kv¤úvwb Iqvb-UvBg
K¨v‡givi †ÿ‡Î NUbvwfwËK wefvRb (Occasion segmentation) eënvi K‡i _v‡K|
L. cÖZ¨vwkZ DcKvwiZv (Benefits Sought): GKwU cY¨ †_‡K †µZviv wK wK DcKvwiZv cÖZ¨vkv
K‡ib, Zvi wfwË‡Z evRvi wefw³Ki‡Yi c×wZ‡K ÔDcKvwiZvwfwËK wefvRbÕ (Benefit
segmentation) bv‡g cwiwPZ| AwaKvsk Uz_‡c‡÷i †ÿ‡Î G c×wZ eënvi Kiv nq|
M. eënviKvixi ÷¨vUvm (User Status): m¤¢ve¨ †µZv‡ì‡K Zv‡ì cY¨-eënvi msµvšÍ Ae¯’vi
wfwË‡Z wef³ Kiv hvq| cY¨ eënv‡ii wfwË‡Z wewfbœ `j n‡jv AeënviKvix, cÖv³b
eënviKvix, cÖ_g eënviKvix, wbqwgZ eënviKvix, m¤¢ve¨ eënviKvix BZ¨vw`|
N. cY¨-eënv‡ii nvi (Usage Rate): †KD †KD cY¨ Lye †ewk eënvi K‡i (Heavy users), †KD
†KD ga¨g ai‡bi eënvi K‡i (Medium users), Avevi †KD †KD Aí¯^í cwigv‡Y eënvi
K‡i (Light users)|Gfv‡e cY¨-eënv‡ii nv‡ii wfwË‡Z evRvi wefw³KiY Kiv n‡j Zv‡K
c‡YŠi eënviwfwËK evRvi wefvRb ejv nq|
wkíevRvi wefw³Ki‡Yi wfwËmgyn (Bases for Segmenting Industrial Market)

wkíevRvi wkícY¨ eënviKvix‡ì (Industiral users) mgš^‡q MwVZ| G ai‡bi eënviKvix‡ìI wbR¯^ êwkó¨
i‡q‡Q; ZvivI wbR wbR a¨vb-aviYv, ‡cÖvMÖvg, cwiKíbv BZ¨vw` Abymv‡i µqKvh© m¤úv`b K‡i _v‡K| ZvB
wkíevRvi‡KI Kvh©Kifv‡e wefvRb Kiv hvq| †fv³vevRvi I wkíevRvi wefw³Ki‡Yi mgq cÖvq †ÿ‡Î GKB
ai‡bi Dcv`vb eënvi Kiv n‡jI wkíevRvi wefw³Kv‡j wKQz AwZwi³ Dcv`vb we‡ePbv Kiv nq| wb¤œwjwLZ
Dcv`vbmg~‡ni Dci wfwË K‡i wkíevRvi wefw³KiY Kiv nq-
DBÛ I KviW‡Rv (Wind and Cardozo) wkíevRvi wefw³Ki‡Yi Rb¨ wØ-avc (Two stage) c×wZi mycvwik
K‡i‡Qb| cÖ_g av‡c KwZcq êwk‡óï Dci wfwË K‡i mgwóMZ wefvMmg~n (Macro-segements) mbv³ Ki‡Z
n‡e| êwkó¨mg~n n‡jv-
K. P~ovšÍ eënv‡ii evRvi (End Use Market);

L. c‡Yï eënvi (Product Application);

M. MÖvn‡Ki µ‡qi cwigvY (Purchase Volume);
N. †fŠ‡MvwjK Ae¯’vb (Geographical Location);
O. cY¨ eënv‡ii nvi (Usage Rate) I
P. mvsMVwbK KvVv‡gv (Organization Structure)
wØZxq ch©v‡q AviI K‡qKwU êwk‡óï Dci wfwË K‡i wbe©vwPZ mgwóMZ wefvM‡K KwZcq e¨wóK wefv‡M wef³
K‡i wb‡Z n‡e| G‡ÿ‡Î we‡eP¨ êwkó¨mg~n wb¤œiƒc:
K. e¨w³MZ êwkó¨ (Personal Characteristics);
L. c‡YïAbyf~Z ¸iæZ¡ (Perceived Product Importance);
M. mieivnKvixi cÖwZ g‡bvfve (Attitudes towards Suppliers);
N. †fŠ‡MvwjK Ae¯’vb (Geogrphical Location);
O. µq-wm×všÍ wbY©vqK (Buying Decision Criteria) BZ¨vw`|
Kvh©Kifv‡e evRvi wefw³Ki‡Yi we‡eP¨ welqmgyn (Considerable Factors for Effective Market
Segmentation)
wb‡P Kvh©Ki evRvi wef³Ki‡Yi kZ©¸‡jv Av‡jvPbv Kiv n‡jv-
1. Dcv`v‡bi cwigvc‡hvM¨Zv (Measurability of Elements): evRvi wefw³Ki‡Yi Rb¨ evRv‡ii
cÖK…wZ‡f‡` wewea cÖKvi Dcv`vb eënvi Kivi cÖ‡qvRb nq| †hgb †fŠ‡MvwjK wefw³Ki‡Yi †ÿ‡Î wfwË
wn‡m‡e cÖkvmwbK GjvKv eënvi Kiv †h‡Z cv‡i| h_v †RjvwfwËK ev wefvMwfwËK evRvi wefvRb|
Avevi RbmsL¨vwfwËK wefw³Ki‡Yi †ÿ‡Î eqm, Avq, †ckv BZ¨vw` Dcv`vb‡K wfwË wn‡m‡e eënvi Kiv
hvq| Dcv`vb hv-B eënvi Kiv †nvK bv †Kb, Zv Aek¨B cwigvc‡hvM¨ nIqv Avek¨K| D`vniY¯îƒc,
†Rjv, eqm, Avq BZ¨vw` cwigvc‡hvM¨ Dcv`vb| evRvi wefvR‡b eëüZ Dcv`vbm~n cwigvc‡hvM¨ bv n‡j
wefw³Ki‡Yi Avmj D‡Ïk¨ mdj bv-I n‡Z cv‡i|
2. cÖ‡ek‡hvM¨Zv (Accessibility): †Kv¤úvbxi e›Ub cÖYvwj, weÁvcb gva¨g, weµq cÖqvm BZ¨vw` Kg Li‡P,
¯^v”Q‡›`ï mv‡_ Ges Kg AcP‡q cÖwZwU Dc-evRvi cÖ‡ek‡hvM¨ n‡Z n‡e| bvn‡j wefw³KiY wbZvšÍB
A_©nxb I e¨_© cÖqv‡m cwiYZ nq|
3. Kv‡h©vc‡hvwMZv (Actionability): cÖwZwU Dc-evRvi‡K AvKl©Yxq Kivi Ges †mev cÖ`v‡bi Rb¨ Kvh©Ki
†cÖvMÖvg ˆZixi mvg_©¨ we‡ePbv Ki‡Z n‡e| †hgb, GKwU †QvU hvÎx cwienb †Kv¤úvbx 10wU cwienb iæU
wPwýZ Kij| wKšÍz Gi Kg©Pvix msL¨v I †KvP msL¨v GZ¸‡jv iæ‡Ui Rb¨ c„_K c„_K wecYb †KŠkj
cÖYq‡b Ach©vß n‡Z cv‡i|
4. Dc-evRv‡ii wekvjZv (Largeness of Segments): wefw³Ki‡Yi gva¨‡g †hme DcevRvi m„wó Kiv nq
†m¸‡jv hyw³m½Zfv‡e e„nr nIqv cÖ‡qvRb| ÿz`vª Kv‡ii Dc-evRv‡i cY¨ evRviRvZ Kiv n‡j wecYbKvix
jvfRbK Dcv‡q eëmvq Ki‡Z cvi‡e bv| Z‡e ‡Lqvj ivLv ìKvi †h, evRv‡ii wekvjZv c‡Yï cÖK…wZi
Dci wbf©ikxj| wkíc‡Yï Dc-evRvi gywó‡gq K‡qKRb MÖvn‡Ki Øviv m„wó n‡Z cv‡i| wKš‘ ‡fvM¨c‡Yï
Dc-evRv‡i MÖvn‡Ki msL¨v h‡_ó bv n‡j Zv‡K wekvj ejv hv‡e bv|
5. cv_©K¨KiY‡hvM¨Zv (Differentiability): cÖ‡Z¨K evRvi-wefvM Ab¨vb¨ evRvi-wefvM †_‡K wfbœ iK‡gi
n‡Z n‡e| bZzev wefvRb djcÖm~ n‡e bv| †hgb: GKwU cÖmvabxi e¨vcv‡i weevwnZ I AweevwnZ gwnjviv
hw` GKBiƒc mvov †`q, Zvn‡j G‡ì‡K Avjv`v `ywU wefv‡M wef³ Kiv n‡e A_©nxb|

wkÿv_©xi KvR ‡h‡Kvb `yBwU †fvM¨cY¨ I wkíc‡Yï evRvi wef³ Kiæb|
mvims‡ÿc
evRvi wefvRb ev wefw³Ki‡Yi c×wZ cY¨‡f‡` wfbœ wfbœ cÖKvi n‡Z cv‡i| †fv³v evRvi wefw³Ki‡Y
†fŠ‡MvwjK, RbmsL¨vwfwËK, gb¯ÍvwË¡K I AvPiYg~jK Dcv`vbmg~n eënvi Kiv n‡q‡Q| DBÛ I KviW‡Rv
wkíevRvi wefw³Ki‡Yi Rb¨ wØ-avc c×wZi mycvwik K‡i‡Qb; h_v -mvgwóK I e¨wóK| Kvh©Kifv‡e evRvi
wefw³Ki‡Yi Rb¨ K‡qKwU welq we‡ePbv Kiv nq| †m¸‡jv n‡jvDcv`vb cwigvc‡hvM¨Zv, cÖ‡ek‡hvM¨Zv,
Kv‡h©vc‡hvwMZv, Dc-evRv‡ii wekvjZv I cv_©K¨KiY‡hvM¨Zv|
√) wPý w`b-
1| †Kvb c‡Yï AmgRvZxq mgMÖ evRvi‡K wewfbœ mgRvZxq As‡k fvM Kivi cÖwµqv n‡jvt
K) gvb wba©viY L) evRvi msnZ KiY
M) evRvi wefw³KiY N) †kªYx wefvM
2| wb‡Pi †KvbwU †fv³v evRvi wefw³Ki‡Yi wfwË wnmv‡e eëüZ?
K) †fŠMwjK GjvKv L) RbmsL¨v
M) mvgvwRK Ae¯’v N) Dc‡ii me¸‡jv
3| wkí-evRvi wefw³Ki‡Y wb‡Pi †KvbwU‡K wfwË wn‡m‡e eënvi Kiv nh?
K) c‡Yï eënvi L) Ae¯’vb
M) µ‡qi cwigvY N) Dc‡ii me¸‡jv|
4| ‡fv³v evRvi wefw³Ki‡Yi wfwËmg~n KqwU fv‡M fvM Kiv hvq?
K) 2wU L) 4 wU
M) 3wU N) 5 wU|

cvV-4.5 wecYb wgkªY : aviYv I Dcv`vb

Marketing Mix: Concepts and Elements
D‡Ïk¨

• wecYb wgkÖ‡Yi msÁvej‡Z cvi‡eb;
• wecYb wgkÖ‡Yi Dcv`vb ev PjKmg~n m¤ú‡K© eY©bv Ki‡Z cvi‡eb; Ges
• wecYb wgkÖ‡Y cÖfve we¯ÍviKvix Dcv`vbmg~n e¨vL¨v Ki‡Z cvi‡eb|
cY¨, cÖmvi, eÈb, g~j¨, ZvwjKv-g~j¨, weÁvcb, e¨w³K weµq|

wecYb wgkÖ‡Yi msÁv (Definition of Marketing Mix)

ÔwecYb wgkªYÕ kãwU †Kv‡bv GKwU cÖwZôv‡bi wecYb Kvh©µ‡gi wewfbœ Dcv`vb ev PjKmg~‡ni Dci
¸iæZ¡ cÖ`vb Kivi Rb¨ eëüZ nq| cÖwZôvb †hme wecYb PjK (Marketing Variables) -cY¨ (Product), g~j¨
(Price), cÖmvi (Promotion) I eÈb (Place) - eënvi K‡i, †m¸‡jv‡K wecYb wgkªY bv‡g AwfwnZ Kiv
nq|GB Dcv`vb¸‡jv‡K 4P (‡dvi wc) ejv nq| cY¨ I †mevi wecYb Kvh©vewj eûgyLx wKš‘ ci¯úi wbf©ikxj|
Gme Kvh©vewji g‡a¨ i‡q‡Q c‡Yï gvb, êwkó¨,weÁvcb, weµq, weµq cÖmvi, MÖvnK-‡mev, MYms‡hvM, ZvwjKv-
g~j¨, cwienb, gRy`KiY BZ¨vw`| G KvR¸‡jv †KvbUvB wew”Qbœfv‡e Pj‡Z cv‡i bv| wecY‡bi †¶‡Î GKwU
Dcv`vb‡K ev PjK‡K Ae‡njv Kiv n‡j Ab¨ Dcv`vbI `yej © n‡q †h‡Z cv‡i| mvgwMÖKfv‡e Gme Dcv`vb/PjK
cÖwZôv‡bi wecYb wgkªY bv‡g cwiwPZ|
wecYb wgkÖY m¤úwK©Z `ywU msÁv-
Philip Kotler & Gary Armstrong wecYb wgkÖ‡Yi msÁv m¤ú‡K© e‡jb, “Marketing mix is the set
of controllable tactical marketing tools- product, price, place and promotion- that the firm
blends to produce the response it wants in the target market.” A_v©r wecYb wgkÖY n‡jv
wbqš¿Y‡hvM¨ †KŠkjMZ wecYb nvwZqvi- cY¨, g~j¨, eÈb I cÖmvi-Gi †mU hv †Kvb cÖwZôvb Afxó evRv‡i
cÖZ¨vwkZ mvov cvevi Rb¨ mswgkÖY K‡i|
Dalrymple and Parsons cwi‡e‡ki msÁv w`‡q‡Qb Gfv‡e, “The Marketing mix is the specific
collection of actions employed by an organisation to stimulate acceptance of its ideas,
products or services” A_v©r wecYb wgkÖY n‡jv cÖwZôvb Øviv wb‡qvwRZ wbav©wiZ Kvh©vejxi mgwó hv
cÖwZôv‡bi aviYv,cY¨ ev ‡mev MÖnY Ki‡Z AbycvÖ wYZ K‡i|
Dc‡ii Av‡jvPbvi wfwË‡Z ejv hvq †h, wecYb wgkÖY n‡jv cÖwZôv‡bi K‡qKwU wbqš¿Y‡hvM¨ Dcv`vb ev Pj‡Ki
mgwó| G¸‡jv n‡jv: cY¨, g~j¨, eÈb Ges cÖmvi| G¸‡jv Bs‡iwR‡Z Pvi ÔwcÕ bv‡g cwiwPZ|
wecYb wgkÖ‡Yi Dcv`vb (Elements of Marketing Mix)

cÖwZ‡hvwMZvg~jK evRv‡i†fv³vivB ivRv|†fv³vi GB ¸iæZ¡c~Y© Ae¯’v‡bi Kvi‡Y wecYb Kvh©µ‡gi me wKQy
†fv³v‡K wN‡i AvewZ©Z nq| cÖwZwU cÖwZôvb †fv³vi iæwP-AiæwP, Pvwn`v, gb-gvbwmKZv, myweav-Amyweav cÖf„wZ

m~²fv‡e we‡kølY K‡i wecYb Kg©m~wP MÖnY K‡i Ges wecYb wgkª‡Yi iƒc‡iLv ˆZwi K‡i| wecYb wgkª‡Yi hZ¸‡jv
Dcv`vb i‡q‡Q me¸‡jvB †fv³vi cÖwZ j¶¨ †i‡L wba©viY Kiv nq| ZvB cÖ‡Z¨KwU cÖwZôv‡bi wbKU †µZv ev
†fv³vi Pvwn`v c~iY K‡i Zv‡ì‡K mš‘ó Kivi Rb¨ wecY‡bi †gŠwjK PjK¸‡jvi wgkÖY AZ¨šÍ ¸iæZ¡c~Y|© wecYb
wgkª‡Yi wewfbœ Dcv`vbmg~n wb‡¤œ Av‡jvPbv Kiv n‡jv :
cY¨ g~j¨
 ‰ewPÎ¨  ZvwjKv g~j¨

 gvb  evÆv
 bK&kv  Qvo
 ‰ewkó¨  cwi‡kv‡ai mgq
 eª¨vÛ bvg Afxó  evwKi kZ©
 ‡gvoKxKiY †µZv`j
 ‡mev eÈb cÖYvjx
cÖmvi  AvIZvf~³ GjvKv

 mgv‡ek
 weÁvcb  Ae¯’vb
 e¨w³K weµq  gIRy` gvj
 weµq cÖmvi  cwienb
 Rbms‡hvM  mnvqK †mev
wPÎ 4.3: wecYb wgkÖ‡Yi Dcv`vbmg~n
1. cY¨ (Product): cY¨ n‡jv †Kvb `„k¨gvb ev A`„k¨gvb mË¡v hv gvby‡li Afve ev cÖ‡qvRb c~iY Ki‡Z
cv‡i| evRviRvZKvix evRvi M‡elYvi gva¨‡g †µZv ev †fv³vi cÖ‡qvR‡bi wbix‡L cY¨ cÖ¯‘Z K‡i Ges
evRv‡i mieivn K‡i| wb‡P cY¨ wgkÖ‡Yi Rb¨ ¸iæZ¡c~Y© Dcv`vb¸‡jv D‡jøL Kiv n‡jv-
K. êwPÎ¨ (Variety): ‰ewPÎ¨ ej‡Z †Kvb cY¨ ev †mev‡K wewfbœ ai‡bi †µZv ev †fv³v‡K mš‘ó
Kivi Rb¨ wewfbœfv‡e Dc¯’vcb Kiv‡K †evSvq|
L. gvb (Quality): ‡Kvb c‡Yï gvb ej‡Z c‡Yï ¯’vwqZ¡, wbf©i‡hvM¨Zv, h_v_©Zv, Kvh©KvwiZv,
†givgZ‡hvM¨Zv BZ¨vwì mgwó‡K †evSv‡bv nq|
M. bKkv (Design): c‡Yï h‡_vchy³ bKkv Kivi gva¨‡g cY¨‡K AvKl©Yxq I eënvi Dc‡hvMx
K‡i †Zvjv hvq|
N. êwkó¨ (Features): cÖwZ‡hvwMZvi evRv‡i cY¨‡K Avjv`v Kivi Rb¨ wecYbKvix bZzb bZzb
êwkó¨ hy³ K‡i c‡Yï MÖnY‡hvM¨Zv evov‡bvi †Póv K‡i|
O. eª¨vÛ bvg (Brand Name): ‡Kvb cY¨ ev †mev‡K wPwýZKi‡Yi myweavi Rb¨ wecYbKvix
AvKl©Yxq I A_©c~Y© bvg, cÖZxK, is, wPý BZ¨vw` AvKv‡i eª¨vÛ bvg eënvi K‡i|
P. †gvowKKiY (Packaging): ‡gvowKKi‡Yi gva¨‡g wecYbKvix c‡Yï gvb AÿZ ivLvi cÖqvm
Pvjvq| GQvovI cY¨ msiÿY, ¯’vbvšÍi, cwienb, weµq cÖmvi I AvK©lYxqfv‡e Dc¯’vcb Kivi
RbÏ †gvoK eënvi Kiv nq|
2. g~j¨ (Price): mwVK g~j¨ wbav©i‡Yi gva¨‡g wecY‡bi mvdj¨ AR©b Kiv m¤¢e| †Kvb cY¨ µ‡qi Rb¨ †h
cwigvY A_© †µZv ev †fv³v wecYbKvix‡K cÖ`vb K‡i, Zv‡K g~j¨ e‡j| g~j¨ †µZv KZ©K we‡µZv‡K cÖ`Ë
Avw_©K wewbgq| Drcv`K, †µZv ev †fv³v mK‡ji Kv‡Q g~j¨ ¸iæZ¡c~Y© Dcv`vb| KviY g~j¨ n‡jv wecYb

wgkÖ‡Yi GKgvÎ Dcv`vb hvi gva¨‡g ‡Kv¤úvwb Avq Ki‡Z cv‡i| Avevi †µZvi cÖZ¨vkv, mvg_¨© I c‡Yï
Dc‡hv‡Mi mv‡_ g~‡jï mvgÄm¨ _vK‡jB †µZv cY¨ µq Ki‡Z AvMÖnx nq| g~j¨ wbav©i‡Yi mv‡_
m¤úK©hy³ welq¸‡jv n‡jv ZvwjKv-g~j¨ (List Price ), evÆv (Discount), Qvo (Allowance), cwi‡kv‡ai
mgq (Payment period) Ges evwK‡Z wewµi kZ© (Credit terms)|
3. cÖmvi (Promotion): ‡µZv ev †fv³vi mv‡_ wecYbKvixi †hvMv‡hv‡Mi gva¨g n‡jv cÖmvi| cÖmv‡ii
wewfbœ Dcv`v‡bi gva¨‡g wecYbKvix †µZv ev †fv³vi Kv‡Q cY¨ m¤ú‡K© Z_¨ cÖ`vb K‡i, cY¨ µ‡q
Drmvn cÖ`vb K‡iGes cY¨ µ‡qi K_v g‡b Kwi‡q †`q| c‡Yï Pvwn`v ‰Zwi Ki‡Z, Pvwn`v a‡i ivL‡Z,
Ges cÖwZ‡hvwMZvq wU‡K _vKvi Rb¨ wewfbœ cÖmvig~jK Kvh©µ‡gi mv‡_ wecYbKvix mshy³ _v‡K| Gme
Kvh©µ‡gi g‡a¨ i‡q‡Q weÁvcb (Advertising), weµq cÖmvi (Sales Promotion), MYms‡hvM (Public
Relations) Ges e¨w³K weµq (Personal Selling)|
4. eÈb ev ¯’vb (Distribution or Place): cY¨ eÈ‡bi gva¨‡g wecYbKvix mwVK †µZv ev †fv³vi Kv‡Q
h_vmg‡q mwVK g~‡jï wewbg‡q cY¨ cÖvwß wbwðZ K‡i| cÖwZ‡hvwMZvi evRv‡i wecYbKvix KZ ZvovZvwo
MÖvn‡Ki wbKU cY¨ †cuŠQv‡Z cv‡i, Zvi Dci wecYbKvixi mvdj¨ wbf©i K‡i| c‡Yï eÈb eë¯’vq
¸iæZ¡c~Y© welq¸‡jv n‡jv cwienb I †Wwjfvix (Transportation and Delivery), cY¨ e›Ub cÖYvwj
(Channels), AvIZvfy³ GjvKv (Coverage), c‡Yï mgv‡ek (Assortments), Ae¯’vb (Locations),
gRyZ gvj (Inventory) I eÈb-mnvqK †mev (Logistics)|
wecYb wgkÖ‡Yi Dci cÖfve we¯ÍviKvix Dcv`vbmg~n (Factors Affecting Marketing Mix)
wb‡Ri cÖwZôv‡bi cÖ‡qvR‡bi mv‡_ Zvj wgwj‡q wecYb Kg©mw~ P cÖYqb Kivi mgq GKRb wecYbKvix‡K wewfbœ
ai‡bi AvPiYg~jK kw³mg~‡ni (Behavioral forces) cÖwZ j¶ ivL‡Z nq| Gme kw³i mv‡_ mvgÄm¨ †i‡L
wecYb wgkªY m¤úwK©Z wm×všÍ MÖnY Ki‡Z nq|wecYbKvix‡K memgqB cÖwZ‡hvwMZvg~jK cwi‡e‡k wePiY Ki‡Z
nq| ZvB †fv³v‡ì cÖwZwµqv, eëmvwqK cwi‡ek Ges cÖwZ‡hvwMZvi MwZcÖK…wZ BZ¨vw` welq¸‡jv‡K wbR¯^
m¤ú‡ì Av‡jv‡K wePvi-we‡ePbv K‡i †`L‡Z nq| wb‡¤œwecYb wgkªY‡K cÖfvweZ K‡i _v‡K Ggb KwZcq welq
D‡jøL Kiv n‡jv-
1. †fv³v‡ì µq AvPiY (Consumers Buying Behavior): cY¨ µ‡q †µZvi AvMÖn; †µZvi µq
Af¨vm; †µZvi emev‡mi Af¨vm I aib; cwi‡ekMZ Ae¯’v Ges †µZvi µq ¶gZv BZ¨vw` ¸iæZ¡c~Y©
Dcv`vbmg~n Øviv †µZvi/†fv³vi µq AvvPiY wba©vwiZ nq|
2. eëmvwqK AvPiY (Business Behavior): eëmvwqK AvPiY ØvivI wecYb wgkªY cÖfvweZ nq| cvBKvi
I LyPiv eëmvqxi AvPiY Øviv eëmvwqK AvPi‡Yi m„wó| GB eëmvwqK AvPiY †hme Dcv`vb Øviv
cÖfvweZ nq †m¸‡jv n‡jv eëmvqx‡ì AvMÖn; Zv‡ì eëmvwqK KvVv‡gv, Kvh©c×wZ I g‡bvfve Ges
eëmvqx‡ì Kviev‡i cwieZ©‡bi aviv|
3. cÖwZ‡hvMx‡ì Ae¯’v Ges AvPiY (Competitors’ Conditions and Behavior): evRv‡i GKB c‡Yï
†¶‡Î †hme cÖwZ‡hvMx i‡q‡Q Zviv KZUzKz kw³ai Ges Zv‡ì AvPiY wKiƒc, Zvi Dci wecYb wgkª‡Yi
KvVv‡gv A‡bKvs‡k wbf©i K‡i| cÖwZ‡hvMx‡ì Ae¯’v I AvPiY wb‡¤œv³ Dcv`vbmg~‡ni Øviv cÖfvweZ nq:
wk‡íi KvVv‡gv Ges Gi mv‡_ cÖwZôv‡bi m¤úK©; cÖwZ‡hvMx‡ì msL¨v I Avw_©K kw³; wk‡íi †K›`ªxKiY
(Concentration); c‡iv¶ cÖwZ‡hvwMZv (Ab¨vb¨ c‡Yï); c‡Yï mieiv‡ni mv‡_ Pvwn`vi m¤úK©;
cÖwZ‡hvMx‡ì cÖwZ‡hvwMZvi wfwË (g~j¨wfwËK cÖwZ‡hvwMZv ev Ab¨vb¨ wfwË); cÖhyw³MZ Ges mvgvwRK
MwZcÖevn, hv †hvMvb I Pvwn`vi cwieZ©b NUv‡Z cv‡i BZ¨vw`|

4. miKvwi AvPiY (Government Behavior): wecY‡bi wewfbœ ch©v‡q miKvi wbqš¿Yg~jK n¯Í‡¶c K‡i
wecYb wgkªY‡K cÖfvweZ K‡i _v‡K| mvaviYZ miKvi wecY‡bi Dci ‡hme Dcv‡q wbqš¿Y Pvjv‡Z cv‡i
Zv n‡jv c‡Yï Dci wbqš¿Y; cY¨-g~‡jï Dci wbqš¿Y; cÖwZ‡hvwMZvg~jK Kvh©c×wZi Dci wbqš¿Y Ges
weÁvcb I weµq cÖmv‡ii Dci wbqš¿Y|
wkÿv_©xi KvR wecYb wgkÖ‡Yi Dcv`vb¸‡jv wK wK Zv D‡jøL Kiæb|
mvims‡ÿc
wecYb wgkÖY n‡jv cÖwZôv‡bi K‡qKwU wbqš¿Y‡hvM¨ Dcv`vb ev PjK|Dcv`vb¸‡jv n‡jv- cY¨, g~j¨, eÈb Ges
cÖmvi|wecYb wgkª‡Yi DwjøwLZ 4wU Dcv`vb †fv³vi cÖwZ j¶ †i‡L wba©viY Kiv nq| cÖwZôv‡bi cÖ‡qvR‡bi
mv‡_ Zvj wgwj‡q wecYb Kg©m~wP cÖYqb Kivi mgq GKRb wecYbKvix‡K wewfbœ ai‡bi AvPiYg~jK kw³mg~‡ni
cÖwZ j¶ ivL‡Z nq hv wecYb wgkÖ‡Y cÖZ¨ÿ I c‡ivÿfv‡e cÖfve we¯Ívi K‡i| †m¸‡jv n‡jv †fv³v‡ì µq
AvPiY, eëmvwqK AvPiY, cÖwZ‡hvMx‡ì Ae¯’v Ges miKvwi AvPiY|
√) wPý w`b-
1| wecYb wgkÖ‡Yi Dcv`vb KqwU?
K) 2 wU L) 4 wU
M) 3 wU N) 5 wU
2| wb‡Pi †Kvb&wU cY¨ wgkÖ‡Yi Rb¨ ¸iæZ¡c~Y© bq?
K) ‰ewPÎZv L) bKkv
M) gRy` gvj N) gvb
3| mwVK c‡Yï g~‡jï wewbg‡q cY¨ ev †mevi cÖvwß ev mieivn wbwðZ Kiv‡K wK e‡j?
K) cY¨ L) e›Ub
M) g~j¨ N) cÖmvi
P~ovšÍ g~j¨vqb
m„Rbkxj cÖk-œ 1
ÔbvBMvÕ Rvcv‡bi GKwU cÖL¨vZ gUiMvwo cÖ¯‘ZKvix cÖwZôvb| cÖwZôvbwU D”PweË, D”P ga¨weË I ga¨weË †kÖwYi
†µZv‡ì K_v wPšÍv K‡i wewfbœ g‡Wj I wewfbœ `v‡gi Mvwo Drcv`b I evRviRvZKiY K‡i| d‡j Aí mg‡qi
g‡a¨ cÖwZôvbwU eëmvwqK mdjZv jv‡f mÿg nq| †fv³vivI GB †Kv¤úvwbi Mvwo eënvi K‡i †ek cwiZ…ß|
K. †fv³vevRvi Kx? 1
L. ÔwkíevRv‡ii m`m¨ msL¨v KgÕ Ñ e¨vL¨v Kiæb| 2
M. DÏxc‡Ki cÖwZôvbwU †Kvb& evRv‡ii Rb¨ cY¨ wecYb Ki‡Q? e¨vL¨v Kiæb| 3
N. cÖwZôvbwU Mvwo wecY‡bi Rb¨ evRvi wefw³Ki‡Yi †h wfwË eënvi K‡i‡Q Zv wK mwVK? gZvgZ w`b| 4

m„Rbkxj cÖk-œ 2
ÒXvKv dzW †Kv¤úvwbÓ gywÝMÄ †_‡K mivmwi Avjy µq K‡i| G Avjy w`‡q Zviv Kzogy‡o I gPg‡P m‡ZR wPcm ˆZwi
K‡i, hv wkï-wK‡kvi‡ì Kv‡Q LyeB RbwcÖq| eZ©gv‡b Zviv wewfbœ eq‡mi †jvK‡ì K_v wPšÍv K‡i bvbv ¯^v‡ì
wPcm ˆZwi Kivi wm×všÍ wb‡q‡Q|
K. cY¨ Kx? 1
L. Ò†fv³v evRv‡ii AvqZb AZ¨šÍ e¨vcKÓ Ñ e¨vL¨v Kiæb| 2
M. DÏxc‡K DwjøwLZ ÒXvKv dzW †Kv¤úvwbÓ †Kvb& evRv‡ii †µZv? e¨vL¨v Kiæb| 3
N. ÒeZ©gv‡b cÖwZôvbwU †h wfwËi Dci ¸iæZ¡ w`‡q evRvi wefw³KiY Ki‡Z Pvq Zv AZ¨šÍ †hŠw³KÓ Ñ
Avcwb wK G wel‡q GKgZ? we‡kølY Kiæb| 4
m„Rbkxj cÖk-œ 3
ÔcÙv Uq‡jwUªRÕ bvbvb ai‡bi Uz_‡c÷ evRv‡i G‡b‡Q| ev”Pv‡ì Rb¨ PK‡jU-¯^v‡ì †ewe Uz_‡c÷I †hgb G‡b‡Q,
†Zgwb wK‡kvi-wK‡kvix‡ì RbÏ G‡b‡Q bvbvb i‡Oi Uz_‡c÷| Avevi eo‡ì Rb¨ G‡b‡Q ùv‡Zi e¨v_v
DckgKvix Uz_‡c÷| G Kvh©µ‡gi d‡j mgv‡Ri mKj †kÖwYi †fv³v‡ì Kv‡Q Zv‡ì MÖnY‡hvM¨Zv e„w× †c‡q‡Q|
†mB mv‡_ e„w× †c‡q‡Q c~‡e©i Zzjbvq weµ‡qi cwigvY, K‡g‡Q GKK cÖwZ Drcv`b e¨q Ges m„wó n‡q‡Q ¯’vqx
MÖvn‡Ki msL¨v|
K. wkíevRvi Kx? 1
L. †µZv mš‘wó ej‡Z Kx †evSvq? e¨vL¨v Kiæb| 2
M. ÔcÙv Uq‡jwUªRÕ Kx‡mi wfwË‡Z Zv‡ì c‡Yï evRvi wef³ Ki‡Q? e¨vL¨v Kiæb| 3
N. DÏxc‡Ki Av‡jv‡K evRvi wefw³Ki‡Yi ¸iæZ¡ g~j¨vqb Kiæb| 4
m„Rbkxj cÖk-œ 4
‡`kvjq wjwg‡UW kvnev‡Mi AvwRR mycvi gv‡K©‡Ui ÔcvÄvweÕ weµqKvix cÖwZôvb| Avm‡Q C` Dcj‡ÿ †`kvjq
wjwg‡UW Zv‡ì cÖwZwU c‡Yï Ici 5% Qvo cÖ`vb K‡i Ges bZzb bZzb c‡Yï mgvnvi NUvq| G‡Z †`Lv hvq
cÖwZôvbwUi weµq 20% e„w× †c‡q‡Q|
K. cwigvc‡hvM¨Zv Kv‡K e‡j? 1
L. evRvi wefw³KiY Kxfv‡e wm×všÍ wb‡Z mnvqZv K‡i? e¨vL¨v Kiæb| 2
M. †`kvjq wjwg‡UW †Kvb& evRv‡i Zv‡ì cvÄvwe weµq K‡i? e¨vL¨v Kiæb| 3
N. 5% Qvo cÖ`vb evRv‡i wefw³Ki‡Yi †Kvb& wfwËi mv‡_ m½wZc~Y?© we‡kølY Kiæb| 4
m„Rbkxj cÖk-œ 5
wecYb wgkÖ‡Yi PviwU Dcv`vb| G Dcv`vb¸‡jv wb‡¤œ wP‡Îi mvnv‡h¨ †`Lv‡bv n‡jvÑ
wecYb wgkÖY
cY¨ g~j¨ eÈb cÖmvi

K. wecYb wgkÖY Kx? 1
L. †fŠ‡MvwjK wefw³KiY ej‡Z Kx †evSvq? e¨vL¨v Kiæb| 2
M. Kv‡jv e‡·i Dcv`vbwU e¨vL¨v Kiæb| 3
N. wP‡Î DwjøwLZ welqwUi PviwU Dcv`vbB Kx †µZv‡Kw›`ªK? g‡Zi ¯^c‡ÿ hyw³ w`b| 4

DËigvjv
cv‡VvËi g~j¨vqb- 4.1 : 1. M, 2. K, 3. N, 4. N,

cv‡VvËi g~j¨vqb- 4.2 : 1. N, 2. M, 3. K, 4. K, 5. M.
cv‡VvËi g~j¨vqb- 4.3 : 1. K, 2. L, 3. N, 4. M,
cv‡VvËi g~j¨vqb- 4.4 : 1. M, 2. N, 3. N, 4. M,
cv‡VvËi g~j¨vqb- 4.5 : 1. M, 2. M, 3. L,
fvebvi AšÍiv‡j
evsjv‡`‡k GLb cÖPzi ¯^v¯’¨-m‡PZb †µZv I †fv³v †e‡o‡Q| G ai‡bi evRvi
fv‡Mi K_v †Lqv‡j †i‡L Zv‡ì Rb¨ A‡bK cÖwZôvb ¯^v‡¯’ï Rb¨ DcKvix cY¨
wewfbœfv‡e evRv‡i wb‡q Avm‡Q| †hgb, Wvqv‡ewUK †ivMx‡ì Rb¨ wPwbwenxb
wewfbœ wgwó RvZxq Lvevi| Avevi wewfbœ cÖwZôvb AMv©wbK cY¨ Avb‡Q| hviv
¯^v¯’¨-m‡PZb I ¯^v¯’¨ iÿvi Rb¨ A_© e¨q Ki‡Z mÿg, Zv‡ì AvPi‡Yi
Photo credit: www.dhakatribune.com
wfbœZvi K_v we‡ePbv K‡i wewfbœ cY¨ GLb evsjv‡`‡ki evRv‡i mnRjf¨|
Z_¨m~Î:
4. Busch, S. and Houston J. Marketing Strategic Foundations, Homewood, Illinois, Richard D. Irwin Inc.
5. Dalrymple, J. D & Parsons, J. L., Marketing Management: Text and Cases. Canada: John Wiley & Sons. Inc.
8. Skinner, S.J., Marketing, Houghton Mifflin Co. Boston.

cY¨ I c‡Yï g~j¨ wba©viY BDwbU
Product and Pricing of Product 5
†fv³v‡ì mš‘wó weav‡bi Rb¨ evRviRvZKvix cY¨ ev †mev mieivn K‡i _v‡K| MÖvnK‡ì mv‡_ `„k¨gvb m¤úK©
¯’vc‡bi me‡P‡q ¸iæZ¡c~Y© Dcv`vb n‡jv ÔcY¨Õ ev `ªe¨mvgMÖx| c‡Yï gva¨‡g cÖwZôvb MÖvn‡Ki mv‡_ m¤úK© ¯’vcb
K‡i Ges †mB m¤úK© AÿzYœ †i‡L gybvdv AR©‡bi c_ cÖk¯Í K‡i| †Kvb cÖwZôv‡bi cY¨ hw` MÖvn‡Ki Avkv-AvKv•ÿv
I Pvwn`vi mv‡_ msMwZ iÿv Ki‡Z e¨_© nq, Zvn‡j †mB cÖwZôvb wech©‡qi wkKvi nq| MÖvn‡Ki cÖ‡qvRb †gUv‡bvi
ÿgZvm¤úbœ cY¨ ˆZwi Ki‡Z n‡j †gŠwjK wecYb I cY¨-aviYv m¤ú‡K© cwi®‹vi Ávb _vKv Acwinvh©| G BDwb‡U
cY¨ I †mevi aiY Ges Zv‡ì RxebP‡µi wewfbœ ch©v‡q evRviRvZKiY †KŠkj Av‡jvPbv Kiv n‡q‡Q| GB
BDwb‡U †gvU QqwU cvV i‡q‡Q| cÖ_g cv‡V cY¨ I †mev m¤^‡Ü aviYv, c‡Yï †kªYxwefvM, c‡Yï ¯Íi I †fvM¨ cY¨
I wkí c‡Yï cv_©K¨ Av‡jvPbv Kiv n‡q‡Q| wØZxq cv‡V †fvM¨cY¨ m¤ú‡K© aviYv †Ìqv n‡q‡Q| GB cv‡V ‡fvM¨
c‡Yï êwkó¨, †kÖwYwefvM I wecY‡b we‡eP¨ welqmg~n e¨vL¨v Kiv n‡q‡Q| Z„Zxq cv‡V wkíc‡Yï msÁv, êwkó¨,
†kÖwYwefvM I wecY‡b we‡eP¨ welq Av‡jvPbv Kiv n‡q‡Q| PZz_© cv‡V c‡Yï RxebP‡µi wewfbœ ¯Íi Ges Gme
ch©v‡q Dchy³ evRviRvZKiY †KŠkj m¤^‡Ü we¯ÍvwiZ aviYv †`qv n‡q‡Q| cY¨g~j¨ wba©viY wecYbKvixi Rb¨ GKwU
we‡kl P¨v‡jÄ| †Kbbv †fv³vi Kv‡Q g~j¨ Aek¨B MÖnY‡hvM¨ n‡Z n‡e| ZvB g~j¨ wba©vi‡Y wecYbKvix we‡kl
mZK©Zv Ges †KŠkj Aej¤^b K‡ib| GB BDwb‡Ui cieZ©x `yB av‡c g~j¨ wbav©iY m¤^‡Ü aviYv cvIqv hv‡e| cÂg
cv‡V g~j¨ m¤ú‡K© aviYv, Gi D‡Ïk¨ Ges g~j¨ wba©vi‡Yi wewfbœ c×wZ m¤^‡Ü we¯ÍvwiZ Av‡jvPbv Kiv n‡q‡Q| lô
cv‡V c‡Yïg~j¨ wba©vi‡Y cÖfve we¯ÍviKvix welqmg~n I g~j¨-mgš^q†KŠkj m¤ú‡K©we¯ÍvwiZ Av‡jvPbv Kiv n‡q‡Q|
cvV-1 : cY¨: msÁv, †kªwYwefvM I¯Íi
cvV-2 : ‡fvM¨cY¨: msÁv, êwkó¨, †kÖwYwefvM I wecY‡b we‡eP¨ welq
cvV-3 : wkí cY¨: msÁv, êwkó¨, †kÖwYwefvM I wecY‡b we‡eP¨ welq
cvV-4 : c‡Yï Rxeb Pµ
cvV-5 : g~j¨ wba©viY: aviYv, D‡Ïk¨ I c×wZ
cvV-6: g~j¨ wm×v‡šÍi Dci cÖfve we¯ÍviKvix Dcv`vb I g~j¨-mgš^q †KŠkj
cvV-5.1 cY¨: msÁv, †kªwYwefvM I ¯Íi

Product: Concept, Classification and Levels
D‡Ïk¨

• cY¨ m¤ú‡K© aviYv Ki‡Z cvi‡eb;
• c‡Yï †kÖwYwefvM eY©bv Ki‡Z cvi‡eb;
• †fvM¨cY¨ I wkíc‡Yï g‡a¨ cv_©K¨ wbY©q Ki‡Z cvi‡eb; Ges
• c‡Yï ¯Íimg~n e¨vL¨v Ki‡Z cvi‡eb|
`„k¨gvb e¯‘, A`„k¨gvb e¯‘, ‡fvM¨cY¨, wkícY¨|

c‡Yï aviYv (Concept of Product)

gvby‡li cÖ‡qvRb, Afve A_ev mš‘wó weav‡b mÿg Ggb e¯‘B cY¨ wn‡m‡e we‡ewPZ| c‡Yï g‡a¨ _v‡K
gvby‡li Pvwn`v cwic~i‡Yi ÿgZv| GKwU cY¨ eënv‡ii gva¨‡g gvby‡li Abyf~Z AZ…wß/cÖ‡qvRb‡gUv‡bv m¤¢e nq|
Kjg, KvMR, KuvwP, Uz_‡c÷, †Uwjwfkb †mU, dvwb©Pvi BZ¨vw` n‡jv `„k¨gvb c‡Yï D`vniY| mvaviYfv‡e cY¨
n‡jv `„k¨gvb e¯Íy hv aiv hvq, †Quvqv hvq, †`Lv hvq| Avi †mevi gva¨‡g Avgiv hv cvB Zv n‡jv A`„k¨gvb cY¨|
Ab¨ K_vq, gvby‡li cÖ‡qvRb †gUv‡Z cv‡i Ges hvi g‡a¨ wKQz Dc‡hvM Av‡Q Ggb `„k¨gvb ev A`„k¨gvb mKj
wRwbmB cY¨| †mev n‡jv A`„k¨gvb †Kvb wKQy hv aiv-†Quvqv hvq bv, wKšÍy Abyfe Kiv hvq| Wv³v‡ii civgk©,
DwK‡ji IKvjwZ, wkÿ‡Ki cvV`vb, cY¨ †givgZ, cY¨ wewµi ci †givgZ K‡i †`qv, wewµi ci cY¨ MÖvn‡Ki
evwo †cuŠwQ‡q †`qv BZ¨vw` n‡”Q †mevi D`vniY|
e¨vcK A‡_©, cY¨ ej‡Z `„k¨gvb I A`„k¨gvb †h‡Kvb wRwbm‡KB eySvqÑ hvi Afve c~i‡Yi ÿgZv Av‡Q| G A‡_©
†mevI GKwU cY¨ wKš‘ Zv‡K A`„k¨gvb cY¨ e‡j| AvaywbK wecY‡bi `„wó‡KvY †_‡K e¨w³, ¯’vb, msMVb Ges
gZv`k©I cY¨ wn‡m‡e AwfwnZ nq| †Kvb ¯’vb‡K hLb eëmv‡qi D‡Ï‡k¨ eënvi Kiv nq (†hgb K·evRvi mgy`ª
ˆmKZ,wkï cvK©) ZLb †m ¯’vb ÔcY¨Õ wn‡m‡e we‡ewPZ nq| XvKvi †kivUb †nv‡Uj ev ivRkvnxi ch©Ub †gv‡Uj
msMVb wn‡m‡e GKwU cY¨| †Kvb msMV‡bi cÖwZ MÖvnK‡ì g‡bvfve ev AvPiY BwZevPK Kivi Rb¨ wKsev BwZevPK
g‡bvfve Ae¨vnZ ivLvi Rb¨ †h mKj Kvh©vewj cwiPvwjZ nq †m¸‡jv‡K mvsMVwbK wecYb (Organizations
Marketing) e‡j|
wb‡¤œ c‡Yï wKQz msÁv D‡jøL Kiv n‡jv:

Stanton wecY‡bi †h msÁv cÖ`vb K‡i‡Qb Zv n‡jv,“A product is a set of tangible and intangible
attributes, including packaging, color, price, manufacturer’s prestige, retailer’s prestige
and manufacturer’s and retailer’s services which the buyer may accept as offering want-
satisfaction.” A_©vr †gvoK, is, g~j¨, Drcv`bKvix I LyPiv eëmvqxi L¨vwZ I †mevi `„k¨gvb I
A`„k¨gvb êwk‡óï mw¤§wjZ iƒc n‡jv cY¨,hv †µZv Zvi Afve c~i‡Yi Rb¨ MÖnYK‡i|
Philip Kotler & Gary Armstrong Gi g‡Z,“A product is anything that can be offered to a
market for attention, acquisition or consumption. It includes physical objects, services,
BDwbU cvuP c„ôvÑ88

personalities, places, organizations and ideas.” A_©vr cY¨ n‡jv Gg †Kvb welq hv evRv‡i
‡µZv‡ì `„wó AvK©lY I msMÖn ev †fv‡Mi Rb¨ Dc¯’vcb Kiv nq; hvi g‡a¨ i‡q‡Q ev¯ÍweK †Kvb e¯‘, †mev,
e¨w³MZ fve ev Ae¯’v, ¯’vb, cÖwZôvb I aviYv|
Dc‡ii Av‡jvPbvi cwi‡cÖwÿ‡Z c‡Yï msÁv wn‡m‡e ejv †h‡Z cv‡i †h, wecY‡bi `„wó‡KvY †_‡KMÖvn‡Ki cÖ‡qvRb
†gUv‡bvi ¸Ym¤úbœ `„k¨gvb I A`„k¨gvb êwk‡óï AwaKvix mKj e¯‘ ev †mev n‡jv cY¨|
†mevi aviYv (Concept of Service)

mnR K_vq, †mev n”Q GK ai‡bi A`„k¨gvb welq hv µq K‡i †µZv wKQz myweav ev Z…wß cvq| †mev‡K e¯‘MZ
†Kvb welq ev AvB‡Ug wnmv‡e we‡ePbv Kiv hv‡e bv| KviY †mev aiv ev †Quvqv hvq bv| †mev µq-weµ‡qi d‡j
†Kvb e¯‘MZ `ªe¨ ev gvwjKvbv n¯ÍvšÍwiZ nq bv| †hgb, bv‡m©i ‡mev ev Wv³v‡ii civgk© GK ai‡bi †mev hvi Rb¨
A_© e¨q Ki‡Z nq wKš‘ G‡Z e¯‘MZ †Kvb wRwb‡mi nvZ e`j nq bv|
c‡Yï †kÖwYwefvM (Classification of Products)

gvby‡li cÖ‡qvRb †gUv‡Z I cÖwZ‡hvwMZv g~jK evRv‡i wU‡K _vKvi Rb¨ mKj eëmvq cÖwZôvbB cÖwZwbqZ M‡elYvi
gva¨‡g bZzb bZzb cY¨ evRv‡i wb‡q Avm‡Q| ˆ`bw›`b Rxe‡b eû cY¨ µq Ki‡Z nq| Avevi µq Kivi †Zgb
†Kvb cÖ‡qvRb †bB A_P evRv‡i Av‡Q Ggb c‡Yï msL¨vI mn‡R ¸‡b †kl Kiv hv‡e bv| ZvQvov eZ©gv‡b †h mKj
cY¨ evRv‡i Av‡Q Zvi is, AvKvi, g~j¨ ev †gvoK cwieZ©b K‡iI cÖwZwbqZ evRv‡i bZzb bZzb cY¨ Avm‡Q|
Avm‡j e¨vcK cÖwZ‡hvwMZvg~jK evRv‡i GUvB ¯^vfvweK| KviY bZzb bZzb cY¨ Qvov †µZv‡K AvK…ó Kiv ev a‡i
ivLv KwVb| G ch©v‡q cY¨mvgMÖx‡K Lye mn‡R †kªwYfy³ Kiv mwZ¨Kvi A‡_© A‡bKUvB KwVb| Zv m‡Ë¡I wecYbKvix
we‡klÁMY wewfbœ fv‡e cY¨mvgMÖx‡K †kªwYe× Kivi †Póv K‡i‡Qb| g~jZ c‡Yï cÖK…wZ I †µZv GKwU cY¨‡K
wKfv‡e †`‡L GB we‡ePbvq mKj ai‡bi cY¨‡K `ywU cÖavb fv‡M fvM Kiv †h‡Z cv‡i-
1. †fvM¨cY¨ (Consumer Products): ‡h me cY¨ cybtweµq ev †Kvb iKg cÖwµqvRvZKiY QvovB
mivmwi †fvM ev eënvi Kiv hvq †m¸‡jv‡K †fvM¨ cY¨ ejv nq| †fv³v ev eënviKvixB GB cY¨ µq
K‡i mivmwi †fvM K‡i _v‡K| †hgb- Pvj, Wvj, Uz_‡có, mvevb, †Uwjwfkb BZ¨vw`|
2. wkícY¨ (Industrial Products): ‡hme cY¨ mivmwi †fvM bv K‡i cybtweµq ev cybtcÖwµqvRv‡Zi
D‡Ï‡k¨ µq Kiv nq ev †h mKj cY¨ cÖavbZ †fvM¨cY¨ ˆZixi Kv‡R cÖZ¨ÿ ev c‡ivÿfv‡e eëüZ nq,
Zv‡K wkícY¨ e‡j| wkícY¨ mvaviYZ †fv‡Mi Dc‡hvMx _v‡K bv| †fv³v ev eënviKvixiv wkícY¨ µq
K‡i bv eis wkí D‡`¨v³vivB GB cY¨ µq K‡i _v‡K| †hgbKuvPvgvj, hš¿cvwZ, ¯’vcbv, AvavcÖ¯Z
‘ cY¨ I
Avbylw½K hš¿cvwZ BZ¨vw`|
cY¨
‡fvM¨cY¨ wkícY¨
myweavRbK cY¨ kwcs cY¨ wewkó cY¨ KvuPvgvj I g~jab RvZxq DcKiYmg~n I
hš¿vsk cY¨ †mevmg~n
wPÎ 5.1: c‡Yï ‡kÖwYwefvM

†fvM¨ I wkíc‡Yï †kªwYwefv‡Mi we¯ÍvwiZ Av‡jvPbv cieZx© cvV 2 I 3-G Kiv n‡q‡Q|
BDwbU cvuP c„ôvÑ 89

†fvM¨cY¨ I wkíc‡Yï g‡a¨ cv_©K¨ (Differences between Consumer Products and

Industrial Products)
wb‡gœ †fvM¨cY¨ I wkíc‡Yï K‡qKwU ¸iæZ¡c~Y© cv_©K¨ Av‡jvPbv Kiv n‡jv-
cv_©‡Kï welq †fvM¨cY¨ wkícY¨

1. msÁv ‡h cY¨ mivmwi †fv‡Mi Rb¨ µq Kiv nq ‡h cY¨ cybt weµq, cÖwµqvRvZ I cybt
Zv‡K †fvM¨ cY¨ e‡j| Drcv`‡bi Rb¨ µq Kiv nq Zv‡K wkí
cY¨ e‡j|
2. µq cÖvqkB GB cY¨ µq Kiv nq| Lye Nb Nb GB cY¨ µq Kiv nq bv|
3. ‡µZvi aiY e¨w³ ev cwievi n‡”Q †fvM¨ c‡bï cÖwZôvbB wkí c‡Yï cÖavb †µZv|
†µZv|
4. µqK„Z c‡Yï cwigv‡Y GKmv‡_ Lye †ekx µq Kiv nq GK mv‡_ A‡bK †ekx cwigvY µq Kiv
cwigvY bv| nq|
5. †µZvi e¨wß GB c‡Yï †µZv mKj AÂ‡j Qwo‡q GB ai‡bi c‡Yï †µZviv mvaviYZ
wQwU‡q _v‡K| GKwU wbw`©ó GjvKvq †K›`ªxf~Z _v‡K|
6. GKK cÖwZ g~j¨ GKK g~j¨ mvaviYZ Kg nq| GKK g~j¨ Zzjbvg~jK †ekx nq|
7. µ‡qi Av‡qvRb GB cY¨ µ‡qi †ÿ‡Î †Zgb †Kvb wkí c‡Yï µq me mgq AvbyôvwbK
AvbyôvwbKZvi cÖ‡qvRb c‡o bv| (Formal) nq|
8. we‡eP¨ welq mš‘wóB †µZvi Kv‡Q cÖavb we‡eP¨| gybvdv AR©bB †µZvi Kv‡Q cÖavb
we‡eP¨|
c‡Yï ¯Íimg~n (Levels of Products)
GKwU cY¨‡K cÖ¯‘Z Kivi mgq wZbwU ¯Íi we‡ePbvq ivLv nq †hb cY¨wU
‡µZv ev †fv³v‡K mš‘ó Ki‡Z cv‡i| ZvB cY¨ cwiKíbvKvix wZbwU
¯Íi‡K Ggbfv‡e mvwR‡q cY¨ ‰Zwi K‡i hvi d‡j †µZv ev †fv³v cÖwZwU ewa©Z cY¨
¯Í‡iB Dc‡hvwMZv jvf Ki‡Z cv‡i|
‡gŠwjK cY¨
1. †gŠwjK myweav (Core Benefits): †h‡Kvb cY¨ µq Kivi g~j
D‡Ïk¨ n‡jv †Kvb †gŠwjK myweav ev †mev jvf Kiv| †hgb-†Kvb
†gvevBj †dvb µq Kivi ‡gŠwjK D‡Ïk¨ n‡jv †hvMv‡hvM Kiv| ‡gŠwjK
myweav
2. †gŠwjK cY¨ (Basic Product): c‡Yï †gŠwjK myweavi mv‡_
mv‡_ wKQy `„k¨gvb ev A`„k¨gvb Dcv`vb hy³ Kiv nq †hb †µZv
ev †fv³v AwaKZi mš‘ó nq| mvaviYZ, gvbm¤§Z c‡Yï wPÎ 5.2: c‡Yï ¯Íimg~n
wbðqZv, c‡Yï we‡kl êwkó¨, wWRvBb, eª¨vÛ, c¨v‡KwRs BZ¨vwì gva¨‡g †gŠwjK cY¨ ˆZwi Kiv nq|
†hgb,‡Kvb †Uwjwfk‡bi mv‡_ wi‡gvU K‡›Uªvj, AvaywbK wWRvBb, gvbm¤§Z Qwe I k‡ãi eë¯’v BZ¨vwì
gva¨‡g †gŠwjK cY¨ ˆZwi Kiv nq|
3. ewa©Z cY¨ (Augmented Product): ‡Kvb c‡Yï mv‡_ evowZ myweav †Ìqv nq †hb †µZv ev †fv³vi
gv‡S Pvwn`vi cvkvcvwk AvMÖ‡niI m„wó nq| Gi gva¨‡g we‡µZv cÖwZ‡hvwMZvq wU‡K _vK‡Z cv‡i|†hgb,
†Uwjwfkb wewµ Kivi mv‡_ we‡µZv hw` weµ‡qvËi †mev, Iqv‡iw›U BZ¨vw` cÖ`vb K‡i, Zv ewa©Z cY¨
wn‡m‡e aiv nq|

wkÿv_©xi KvR `yBwU K‡i †fvM¨cY¨ I wkíc‡Yï D`vniY w`b|
†fvM¨cY¨ wkícY¨
mvims‡ÿc:
gvby‡li cÖ‡qvRb, Afve A_ev mš‘wó weav‡b mÿg Ggb e¯‘B cY¨ wnmv‡e we‡ewPZ| mnR K_vq †mev n”Q GK
ai‡bi A`„k¨gvb welq hv µq K‡i †µZv wKQz myweav ev Z…wß cvq| c‡Yï cÖK…wZ I †µZv GKwU cY¨‡K wKfv‡e
†`‡L GB we‡ePbvq mKj ai‡bi cY¨‡K `ywU cÖavb fv‡M fvM Kiv †h‡Z cv‡i h_v †fvM¨cY¨ I wkícY¨| †fvM¨
cY¨ I wkí c‡Yï g‡a¨ msÁv, µq, †µZvi aiY, µqK„Z c‡Yï cwigvY, †µZvi e¨wß, GKK cÖwZ g~j¨, µ‡qi
Av‡qvRb, we‡eP¨ welq BZ¨vwì wfwË‡Z cv_©K¨ Kiv hvq| c‡Yï ¯Íimg~n wZbwU fv‡M wef³; h_v - †gŠwjK
myweav, ‡gŠwjK cY¨ I ewa©Z cY¨|

1| †fvM¨ cY¨ †KvbwU?
K) KuvPvgvj L) myZv
M) hš¿cvwZ N) mvevb
2| cY¨ ej‡Z Kx †evSvq?
K) wnmve L) g~jab
M) f‚wg N) `ªe¨mvgMÖx
3| c‡Yï êwkó¨ n‡jv Ñ
i) `„k¨gvb ii) A`„k¨gvb iii) AcwieZ©bxq
K) i I ii L) i I iii
M) ii I iii N) i, ii I iii

cvV-5.2 †fvM¨cY¨: msÁv, êwkó¨, †kÖwYwefvM I wecY‡b we‡eP¨ welq

Consumer Products: Definition, Characteristics,
Classification and Considerable Factors in Marketing
D‡Ïk¨

• †fvM¨c‡Yï msÁv Rvb‡Z cvi‡eb;
• †fvM¨c‡Yï ‰ewkó¨ eY©bv Ki‡Z cvi‡eb;
• †fvM¨c‡Yï †kÖwYwefvM Rvb‡Z cvi‡eb; Ges
• †fvM¨c‡Yï †ÿ‡Î wecY‡bi we‡eP¨ welqmg~n e¨vL¨v Ki‡Z cvi‡eb|
AZ¨vekKxq cY¨, ZvrÿwbK cQ›` cY¨, Riæix cY¨, M„‡n mieivnK…Z cY¨,
g~L¨ kãgvjv(Keywords) wewkó cY¨, mwcs cY¨|
†fvM¨ cY¨ Gi aviYv (Concept of Consumer Product)

†hme `ªe¨ P~ovšÍ †fv‡Mi Dc‡hvMx †m¸‡jv‡K ejv nq †fvM¨cY¨| G RvZxq cY¨ evwYwR¨K cÖwµqv
QvovB eënvi Kiv hvq| Uq‡jU mvevb, Uz_‡c÷, †Uwej d¨vb †fvM¨c‡Yï D`vniY| Gme `ªe¨ †µZv webv
cÖwµqv‡ZB (Processing) eënvi Ki‡Z cv‡i e‡j G‡ì‡K †fvM¨cY¨ ejv nq| A_v©r, ‡h mKj cY¨ †fv³v ev
†µZv e¨w³MZ ev cvwievwiK eënv‡ii Rb¨ µq K‡i Iˆ`bw›`b Kv‡R eënvi K‡i †m¸‡jv‡K †fvM¨ cY¨ e‡j|
P‚ovšÍ †fvM ev eënv‡ii D‡Ï‡k¨ †µZvmvaviY G ai‡bi cY¨ µq K‡i _v‡K|
†fvM¨c‡Yï ‰ewkó¨ (Characteristics of Consumer Product)
wb‡¤œ †fvM¨c‡Yï êwkó¨mg~n Av‡jvPbv Kiv n‡jv-
1. †fvM¨ c‡Yï †µZvi msL¨v AwaK Ges †`k- we‡`‡ki wewfbœ ¯’v‡b Zviv Qwo‡q wQwU‡q Av‡Q| d‡j
†µZv‡ì wbKU cY¨ †cŠQv‡bvi Rb¨ wewfbœ ai‡bi ga¨¯’ eëmvqx Z_v G‡R›U, cvBKvwi, LyPiv eëmvqx
BZ¨vw` wb‡qv‡Mi cÖ‡qvRb nq|
2. †fvM¨ cY¨ †fv³v‡ì Rb¨ AZ¨šÍ cÖ‡qvRb n‡jI †fv³viv mvaviYZ GK m‡½ ¯^í cwigv‡Y G ai‡bi cY¨
µq K‡i| †fvM¨ c‡Yï GKK cÖwZ g~j¨ Kg nIqvq Ges myweavRbK ¯’v‡b cÖvwß, cÖ‡qvRbvbyhvqx µ‡qi
myweav BZ¨vwì Kvi‡Y G c‡Yï †µZvMY webv cÖ‡qvR‡b AwaK cwigv‡Y µq K‡i bv|
3. †fvM¨ cY¨¸‡jvi Pvwn`v A‡bK †ewk nIqvq Drcv`‡bi cwigvYI A‡bK nq| G c‡Yï evRvi e¨vcKfv‡e
we¯Í…Z Ges Pvwn`v mvaviYZ Pjgvb _v‡K| G Kvi‡Y Drcv`KMY mviv eQi e¨vwc avivevwnKfv‡e Drcv`b
K‡ib|
4. †fvM¨ c‡Y¨ ¯^í Z_¨ Zz‡j aiv nq; †hgb- Drcv`‡bi ZvwiL, †gqv` DËx‡Y©i ZvwiL, cwigvY, c‡Yï
Dcv`vb, eënv‡ii wbqgvejx BZ¨vw` mvaviY welq¸‡jv c‡Yï †gvo‡Ki Dci †jLv _v‡K|
5. evRv‡i †fvM¨ c‡Yï msL¨v A‡bK nIqvq cªwZ‡hvwMZv A‡bK †ewk| ZvQvov weKí c‡Yï Dcw¯’wZ, g~j¨ I
gvb BZ¨vw` cv_©‡Kï Kvi‡Y cÖwZ‡hvwMZv e¨vcK n‡q hvq|

6. †fvM¨cY¨ `ªæZ cwieZ©kxj| mg‡qi mv‡_ mv‡_ †fvM¨c‡Yï g‡a¨ cwieZ©b Av‡m| ZvB A‡bK cY¨B
c~Y©Zvi ¯Í‡i †c‰uQv‡bvi c~‡e©B evRvi †_‡K wejyß n‡q hvq|
7. †fvM¨c‡Yï µqwm×všÍ mvaviYZ †fv³v wb‡RB wb‡q _v‡K| cwiwPZ‡ì civgk©, †nvg mvwf©m, †givg‡Zi
my‡hvM, M¨vivw›U BZ¨vw` welq¸‡jv cY¨ µqwm×v‡šÍi Dci cÖfve we¯Ívi K‡i|
8. †fvM¨c‡Yï Drcv`KMY mvaviYZ cY¨g~‡jï Dci wbqš¿Y eRvq ivL‡Z †Póv K‡ib| GRb¨ Zviv
Drcv`‡bi cwigvY Ges c‡Yï gvb wbqš¿Y K‡i _v‡Kb|
†fvM¨c‡Yï †kÖwYwefvM (Classification of Consumer Products)

eënv‡ii wfwË‡Z ‡fvM¨cY¨‡K wZb fv‡M wef³ Kiv hvq| wb‡Pi wPÎwU †`Lyb-
†fvM¨cY¨
myweavRbK cY¨ wewkó cY¨ mwcs cY¨
AZ¨vek¨K cY¨ ZvrÿwYK cY¨ Riæwi cY¨ M„‡nmieivnK…Z cY¨ ‡mŠwLb cY¨ †mev cY¨
wPÎ 5.3: ‡fvM¨c‡Yï ‡kÖwYwefvM

wb‡¤œ †fvM¨cY¨ m¤ú‡K© we¯ÍvwiZ e¨vL¨v ‡`qv nj-
1. myweavRbK cY¨ (Convenience Products): myweavRbK cY¨ GK cÖKvi †fvM¨cY¨| wKQy wKQy cY¨
i‡q‡Q hv †fv³v ev eënviKvixiv ¯^íZg mg‡qi g‡a¨ KvQvKvwQ †`vKvb †_‡K we‡kl Zzjbvg~jK wePvi bv
K‡iB µq Kivi †Póv K‡i| Gme c‡Yï g~j¨ mvaviYZ Kg _v‡K Ges wewfbœ †`vKvb`viMY GKB ai‡bi
A_ev cÖvq GKB ¸Yv¸Ym¤úbœ cY¨ gRy` K‡i iv‡L hv MÖvnK PvIqv gvÎ weµq Ki‡Z cv‡i| Gme cY¨‡K
ejv nq myweavRbK cY¨| JlacÎ, †eøW, †cwÝj, Kjg, mvevb, msev`cÎ, g¨vMvwRb, Pzwqs Mvg, cuPbkxj
`ªe¨ h_v- ZvRv dj, mâx, gvsm AvBmµxg, †eªW, evUvi `ya, ZvgvKRvZ `ªe¨, Uz_‡có, †mwfs mvgMÖx,
cÖmvab mvgMÖx, cÖavb cÖavb nvW©Iqvi AvB‡Ug h_v- evj¦, WªvB‡mj e¨vUvix BZ¨vw` mvgMÖx †fv³viv
myweavRbK ¯’v‡b Aew¯’Z †`vKvb †_‡K µq Ki‡Z Pvq e‡j Gme‡K myweavRbK cY¨ ejv n‡q _v‡K|
myweavRbK cY¨ Pvi cÖKvi| wb‡¤œ G‡ì weeiY †`qv n‡jv -
K. AZ¨vekKxq cY¨ (Staples Products): KwZcq cY¨ i‡q‡Q hv gvby‡li ˆ`bw›`b Rxe‡b AZxe
cÖ‡qvRbxq| G RvZxq cY¨ me mgqB ìKvwi weavq Zv dzwi‡q hvIqvi mv‡_ mv‡_B bZzb K‡i Lwi`
Kivi Rb¨ †jvKRb m‡Pó nq Ges cÖ‡qvRbvbyhvqx cwiKíbv MÖnY K‡i ev ev‡RU cÖYqb K‡i| ZvB
Gme cY¨‡K AZ¨vek¨Kxq cY¨ ejv nq| Lvevi wRwbm Ges JlacÎ AZ¨vekKxq c‡Yï cÖK…ó
D`vniY|
L. ZvrÿwbK cQ›` cY¨ (Impulse Products): †hme cY¨ †jvKRb we‡kl wPšÍvfvebv bv K‡iB
†Suv‡Ki gv_vq µq K‡i _v‡K †m¸‡jv‡K ZvrÿwbK cQ›` cY¨ ev †jvfbxq cY¨ e‡j| G RvZxq cY¨
†`Lv gvÎB KviI µq Ki‡Z B‡”Q nq Ges c‡K‡U cqmv _vK‡jB ZrÿYvr Zv wK‡b †d‡j| ZvB
G‡ì bvg †`qv n‡q‡Q ZvrÿwbK cQ›` cY¨| †hgb- †dvjv‡bv †ejyb, my›ì †Ljbv ev P‡Kv‡jU
†`L‡j †QvU ev”Pviv †Kbvi Rb¨ evev-gvi Kv‡Q Ave`vi K‡i| Av‡M †_‡K Gme †Kbvi cø¨vb bv

_vK‡jI evev-gv ZLb GBai‡Yi cY¨ µq K‡i| ZvrÿwYK cQ›` cY¨ Ggb RvqMvq ivLv nq †hLv‡b
MÖvn‡Kiv mn‡R Zv †`L‡Z cv‡i Ges †Kbvi Rb¨ DØy× nq|
M. Riæix cY¨ (Emergency Products): †Kvb GKwU we‡kl cY¨‡K Riæwi cY¨ wn‡m‡e AwfwnZ Kiv
hvq bv| nVvr K‡iB †Kvb c‡Yï Riæwi ìKvi n‡q co‡j Zv‡K Riæwi c‡Yï AšÍfy©³ Kiv hvq|
cÖ‡qvRb n‡jB †Kvb e¨w³ Zv µq Ki‡Z eva¨ nq| A‡bK †ÿ‡Î g~‡jï cÖwZ we‡kl ‡Lqvj bv K‡iB
‡µZv Zv µq K‡i _v‡K| D`vniY¯îƒc, GKRb †gvUiMvwoi PvjK XvKv †_‡K PÆMÖv‡gi hvÎvc‡_
nVvr †gvUiMvwoi GKwU Uvqvi Pjvi A‡hvM¨ n‡q co‡j wZwb Riæwi wfwË‡Z 2000 UvKv g~‡jï Uvqvi
2500 UvKv w`‡q wKb‡Z eva¨ nb| †Kbbv Zvi MšÍe¨¯’‡j †cuŠQvi Rb¨ G Qvov Ab¨ †Kvb MwZ †bB|
†gvUi Pvj‡Ki Rb¨ ZLb UvqviwU GKwU Riæwi cY¨| ¯^vfvweK mg‡q Uvqvi Zvi Rb¨ Riæwi cY¨
bq|
N. M„‡n mieivnK…Z cY¨ (Delivered Products): †h mKj cY¨ †fv³vi M„‡n mieivn Kiv nq
†m¸‡jv‡K M„‡n mieivnK…Z cY¨ ejv nq| `ya, msev`cÎ, eid, kvK-mewR BZ¨vw` G †kªYxi c‡Yï
D`vniY| we‡µZv †Kvb cY¨ evwo evwo wM‡q weµq Ki‡j A‡bK †ÿ‡Î †mm‡ei g~j¨ evRvi g~j¨
A‡cÿv †ewk c‡o| ZeyI wbR¯^ myweavi Rb¨ A‡bK †fv³vB AwZwi³ g~‡j¨ cY¨ µq K‡i|
2. wewkó cY¨ (Specialty Products): ‡hme †fvM¨ c‡YïAvKl©Y I Pvwn`v †fv³v‡ì GKUv we‡kl `‡ji
wbKU GZUvB RbwcÖq †h, Zviv cY¨¸‡jv jv‡fi Rb¨ ¯^ZtùZ©fv‡eB we‡kl µq-cÖ‡Póv Pvjv‡Z m`v cÖ¯yZ Í
_v‡K| G RvZxq †fvM¨cY¨‡K wewkó cY¨ bv‡g msÁvwqZ Kiv nq| wewkó c‡Yï GKwU D‡jøL‡hvM¨ êwkó¨
n‡jv †h, †fv³v GUv µq Kivi Rb¨ cÖ‡qvRb‡ev‡a we‡kl Kó ¯^xKvi Ki‡Z ivwR _v‡K Ges GKvšÍ
wbiæcvq bv n‡j Gi weKí cY¨ µq K‡i bv| †bK-UvB, we‡kl ai‡bi Kvco (h_v- wR‡Ýi c¨v›U wcm),
D”Pgv‡bi d¨vk‡bej Ry‡Zv, `vgx I AvKl©Yxq wWRvBbwewkó Nwo, cÖmvabx, we‡kl we‡kl eª¨v‡Ûi K¨v‡giv
ev d‡UvMÖvwdK wdj¥ BZ¨vw` wewkó c‡Yï cÖK…ó D`vniY|
3. mwcs cY¨ (Shopping Products): ‡hmKj †fvM¨ cY¨ µq Kivi Av‡M †fv³v c~e-© cwiKíbv †gvZv‡eK
ev‡RU ˆZwi K‡i, µq msµvšÍ wewfbœ Kvh©KviY (Factors) we‡ePbv K‡i cÖ‡qvRbxq wm×všÍ MÖnY K‡i Ges
G‡ì Dc‡hvwMZv, ¸Yv¸Y, g~j¨ I óvB‡ji Dci wfwË K‡i wewfbœ †`vKv‡b Zzjbvg~jK wePvi-we‡kølY K‡i
µq K‡i, Zv‡ì mwcs cY¨ e‡j| G ai‡bi cY¨ wbe©vPbKv‡j †fv³v h‡_ó mgq e¨q K‡i, ìKvi n‡j
wewfbœ gv‡K©‡U Ny‡i Ges cÖ‡qvRb g‡b Ki‡j K‡qK gvBj `~‡i wM‡qI cY¨ hvPvB Ki‡Z wØav‡eva K‡i bv|
¯^Y-© ‡iŠ‡ci Mnbv, AvmevecÎ, †iwWI-†Uwjwfkb, K¨v‡giv, cÖ‡R±i, wiwd«Rv‡iUi, g~jëvb Nwo,
d¨vk‡bej RyZv, Mvwo, ev`¨hš¿, Kvco, A‡Uv‡gvevBj BZ¨vw` mwcs c‡Yï D`vniY| êwk‡óï ZviZg¨
Abymv‡i mwcs cY¨‡K cÖavbZ `ywU †kªYx‡Z wef³ Kiv hvq; h_v-
K. †mŠwLb cY¨ (Fashion Products): †mŠwLbZv GK ai‡bi óvBj hv GKwU we‡kl mg‡q RbwcÖq n‡q
D‡V| mg‡qi weeZ©‡b †mŠwLYZvi iƒc e`jvq, cwiewZ©Z iƒ‡c bZzb K‡i Avevi Rbmgv‡R AvZ¥cÖKvk
K‡i| †mŠwLbZvi mv‡_ m¤úwK©Z e‡jB KwZcq †fvM¨cY¨‡K †mŠwLb cY¨ ejv nq| †hme cY¨ wbR¯^
evwn¨K PvKwPK¨, wewkóZv ev óvBj Øviv ‡µZv‡K cÖjy× K‡i I Zv µq Ki‡Z DØy× K‡i †mme cY¨
†mŠwLb cY¨ bv‡g cwiwPZ| me iK‡gi wejvm `ªe¨B †mŠwLb cY¨| AvmevecÎ, AjsKvi, wkíxi AvuKv
Qwe ev wkíKg©†mŠwLb c‡Yï D`vniY|
L. †mev cY¨ (Service Products): †hme mwcs c‡Yï ¯’vwqZ¡ `xN© Ges †h¸‡jvi Kg©ÿgZv eRvq
ivLvi Rb¨ †givgZ ev mvwf©wms cÖ‡qvRb nq, †mme cY¨‡K †mev cY¨ ejv nq| G RvZxq c‡Yï
g~jÏ †ewk n‡q _v‡K| wiwd«Rv‡iUi, A‡Uv‡gvevBj, †iwWI, †Uwjwfkb Ges Ab¨vb¨ M„nmvgMÖx †mev
c‡Yï D`vniY|

†fvM¨cY¨ wecY‡b we‡eP¨ welqmg~n (Considerable Factors for Marketing Consumer

Products)
‡fvM¨ cY¨ wecY‡bi †ÿ‡Î wecYbKvix wKQz ¸iæZ¡c~Y© welq we‡ePbv K‡i _v‡K| wb‡¤œ Giƒc cY¨ wecY‡bi we‡eP¨
welqmg~n Av‡jvPbv Kiv n‡jv-
1. †fŠ‡MvwjK we¯Í…wZ I e›Ub cÖYvjx (Geographical Expansion and Distribution Channel):
†fvM¨ c‡Yï evRvi ‡`k-we‡`‡ki wewfbœ cÖv‡šÍ we¯Í…Z| ZvB †fvM¨ c‡Yï Rb¨ ‡`kxq I AvšÍR © vwZK
evRv‡iwe¯Í…Z e›Ub eë¯’v M‡o Zzj‡Z nq| †fv³v‡ì wbKU cY¨ †cŠQv‡bvi Rb¨ wewfbœ ai‡bi ga¨¯’
eëmvqx‡K eënvi Ki‡Z nq|
2. †µZvi msL¨v (Number of Buyers): †fvM¨c‡Yï †µZvi msL¨v A‡bK| d‡j wewfbœ ai‡bi wecyj
cwigv‡Y cY¨ Drcv`‡bi welqwU GLv‡b we‡ePbv Ki‡Z nq||
3. Pvwn`vi cÖK…wZ (Nature of Demand): †fvM¨ c‡Yï ‡ÿ‡Î †fv³vi msL¨v A‡bK †ewk nIqvq wewfbœ
ai‡bi cY¨ I wewfbœ cÖK…wZi Pvwn`v †`Lv hvq| †Kvb †Kvb cY¨ cÖwZwbqZ cÖ‡qvRb nq, Avevi †Kvb †Kvb
cY¨ †µZviv Rxe‡b GKeviB µq K‡i| ZvB †fvM¨ c‡Yï wecYbKvix‡K Pvwn`vi wfbœZvi w`‡K jÿ¨
†i‡L wecYb †KŠkj MÖnY Ki‡Z nq|
4. wbqwgZ I ch©vß cY¨ mieivn (Regular and Adequate Supply of Product): †fvM¨ cY¨
cÖvZ¨wnK Rxeb-hvc‡bi Rb¨ eëüZ nq| wbw`©ó cY¨ cvIqv bv †M‡j ‡fv³v weKí cY¨ µq K‡i| ZvB
†fvM¨ cY¨ wecY‡b c‡Yï wbqwgZ I ch©vß mieivn wbwðZ Ki‡Z n‡e|
5. µq wm×všÍ (Buying Decision): ‡fvM¨ c‡Yï µqwm×všÍ †fv³vi Dci wbf©i K‡i| †`vKv‡bi Ae¯’vb,
mvR-m¾v, c‡Yï †gvoK, g~j¨ BZ¨vw` Øviv µqwm×všÍ cÖfvweZ nq|
6. µq AvPiY (Buying Behavior): mvaviYZ †µZviv cÖ‡qvRb nIqv gvÎ Aí cwigv‡Y †fvM¨ cY¨ µq
K‡i| wbw`©ó cY¨wU bv †c‡j Ab¨ eª¨v‡Ûi cY¨ ev mgRvZxq cY¨ µq K‡i| wewfbœ ai‡bi cY¨ µ‡qi
†ÿ‡Î ‡µZviv wewfbœ AvPiY K‡i e‡j wecYbKvix‡K †fv³vi µq AvPiY we‡klfv‡e we‡ePbv Ki‡Z nq|
7. g~j¨ (Price): ‡fvM¨ c‡Yï g~j¨ wewfbœ ai‡bi| wbZ¨ cÖ‡qvRbxq c‡Yï GKK g~j¨ mvaviYZ Kg| kwcs
cY¨ I wewkó c‡Yï g~j¨ Zzjbvg~jKfv‡e †ewk| ZvQvov, cY¨ Drcv`bKvix cÖwZôv‡bi msL¨v †ewk n‡j
evRv‡i cÖwZ‡hvwMZv cÖej nq|ZvB wecYbKvix‡K c‡Yï gvb, cwigvY, MÖnY‡hvM¨Zv BZ¨vw` wVK †i‡L cY¨
g~j¨ wbav©iY Ki‡Z nq|
9. weµ‡qvËi †mev (After-sales Service): mKj ai‡Yi †fvM¨ c‡Y¨ weµ‡qvËi †mev †Ìqv eva¨Zvg~jK
bq| ‡fvM¨ c‡Yï g‡a¨ kwcs cY¨ ev wewkó cY¨ wecY‡b weµ‡qvËi †mev Acwinvh©| †hgb †Uwjwfkb,
wiwd«Rv‡iUi, Mvwo, we‡kl ai‡bi Nwo BZ¨vw`|
10. wecYb cÖmvi (Marketing Promotion): ‡fvM¨cY¨ wecY‡b cÖmvi Kvh©µg Acwinvh©| myweav c‡Yï
†ÿ‡Î e¨vcK wecYb cÖmv‡ii Kvh©µg,‡hgb eëmvqx‡ì mw¤§wjZ weÁvcb Ges e¨w³K weµq cÖ‡qvRb
nq|
wkÿv_©xi KvR wewfbœ ai‡Yi ‡fvM¨c‡Yï D`vniY w`b|

mvims‡ÿc
†hme `ªe¨ P~ovšÍ †fv‡Mi Dc‡hvMx †m¸‡jv‡K ejv nq †fvM¨cY¨| ‡fvM¨ cY¨ †fv³v‡ì Rb¨ AZ¨šÍ cÖ‡qvRb
n‡jI †fv³viv mvaviYZ GK m‡½ ¯^í cwigv‡Y G ai‡bi cY¨ µq K‡i| †fvM¨ c‡Yï GKK cÖwZ g~j¨ Kg
nIqvq Ges myweavRbK ¯’v‡b cÖvwß, cÖ‡qvRbvbyhvqx µ‡qi myweav BZ¨vwì Kvi‡Y G c‡Yï †µZvMY webv
cÖ‡qvR‡b AwaK cwigv‡Y µq K‡i bv| ‡fvM¨ cY¨‡K cÖavYZ wZbwU fv‡M fvM Kiv hvq; h_v -1) myweavRbK
cY¨, 2) wewkó cY¨, 3) mwcs cY¨| ‡fvM¨ cY¨ wecY‡b †fŠ‡MvwjK we¯Í…wZ I e›Ub cÖYvjx, †µZvi msL¨v,
Pvwn`vi cÖK…wZ, wbqwgZ I ch©vß cY¨ mieivn, µq wm×všÍ, µq AvPiY, g~j¨, weµ‡qvËi †mev I wecYb cÖmvi
BZ¨vw`we‡ePbv Ki‡Z nq|

1| †fvM¨ c‡Yï †ÿ‡Î cÖ‡qvR¨Ñ
i) we¯Í…Z evRvi ii) `xN© eÈb cÖYvwj iii) Kg g~j¨
2| evRv‡i †fvM¨ c‡Yï Zxeª cÖwZ‡hvwMZvi KviY n‡jvÑ
i) weKí c‡Yï Dcw¯’wZ
ii) mgRvZxq c‡Yï Dcw¯’wZ
iii) bZzb bZzb cÖwZ‡hvMx‡ì Avwef©ve
3| Riæwi cY¨ †Kvb&wU?
K) QvZv L) †gvUimvB‡Kj
M) †Ljbv N) dzPKv
4| cvi‡fR cvwievwiK fv‡e eënv‡ii Rb¨ 1 WRb mvevb µq Ki‡jb| cvi‡fR µqK…Z cY¨wU †Kvb& ai‡bi
cY¨?
K) kwcs cY¨ L) myweavRbK cY¨
M) wewkó cY¨ N) wkí cY¨

cvV-5.3 wkícY¨ : msÁv, êwkó¨, ‡kÖwYwefvM I wecY‡b we‡eP¨ welq

Industrial Products: Definition, Characteristics,
Classification and Considerable Factors in Marketing
D‡Ïk¨

• wkíc‡Yï msÁv Rvb‡Z cvi‡eb;
• wkíc‡Yï ‰ewkó¨ eY©bv Ki‡Z cvi‡eb;
• wkíc‡Yï †kÖwYwefvM Rvb‡Z cvi‡eb; Ges
• wkíc‡Yï †ÿ‡Î wecY‡b we‡eP¨ welqmg~n e¨vL¨v Ki‡Z cvi‡eb|
KuvPvgvj, Avav-cÖ¯Z
‘ cY¨ I hš¿vsk, fvix hš¿cvwZ, Avbylw½K hš¿cvwZ,
g~L¨ kãgvjv mnvqK cY¨mvgMÖx, eëmvwqK †mev|
(Keywords)
wkícY¨ m¤úwK©Z aviYv (Concept of Industrial Product)
hLb †Kvb cY¨ mivmwi †fv‡Mi Rb¨ eëüZ bv n‡q P~ovšÍ cY¨ cÖ¯‘ZKi‡Y eëüZ nq ZLb Zv‡K wkí
cY¨ e‡j| mvaviYZ cÖwµqvRvZKivi Rb¨ ev Drcv`‡bi Kv‡R mn‡hvwMZvi Rb¨ GB ai‡Yi cY¨ msMÖn Kiv nq|
†hgb- fvix hš¿cvwZ, KvuPvgvj BZ¨vw`|
wkí c‡Yï ‰ewkó¨ (Characteristics of Industrial Products)
1. cY¨ cybt Drcv`‡bi Rb¨ GB ai‡Yi cY¨ µq Kiv nq|
2. wkíc‡Yï µ‡qi cwigvY wecyj _v‡K|
3. GB ai‡Yi cY¨ †µZv GKBmv‡_ A‡bK cwigv‡Y cY¨ µq K‡i|
4. wkíc‡Yï Pvwn`v †fvM¨ c‡Yï Pvwn`vi Dci wbf©ikxj|
5. wkíc‡Yï eÈb cÖYvwj †fvM¨ c‡Yï Zzjbvq †QvU nq|
wkíc‡Yï †kÖwYwefvM (Classification of Industrial Products)
eënv‡ii wfwË‡Z wkícY¨‡K QqwU fv‡M wef³ Kiv nq-
1. KuvPvgvj (Raw materials)
2. Avav-cÖ¯‘Z cY¨ I hš¿vsk (Fabricating materials and parts)
3. fvix hš¿cvwZ (Installations)
4. Avbylw½K hš¿cvwZ (Accessory equipment)
5. mnvqK cY¨mvgMÖx (Operating supplies)
6. eëmvwqK †mev (Business services)
wb‡¤œ wkícY¨ m¤ú‡K© we¯ÍvwiZ Z_¨ Zz‡j aiv nj-
1. KuvPvgvj (Raw Materials): Av‡gwiKvi wecYb mwgwZi msÁv Abyhvqx †hme wkícY¨ P~ovšÍ c‡Yï
Ask wnmv‡e cwiMwYZ nq Ges hv msiÿY, cwienb ev bvovPvovi myweav e¨ZxZ Ab¨ †Kvb Kvi‡Y BwZc~‡e©
cÖwµqvRvZ Kiv nqwb †mme cY¨‡K KuvPvgvj ejv nq| K…wl Lvgvi, eb, mgy`ª ev Lwb †_‡K KuvPvgvj
mivmwi cvIqv hvq| eû cÖKvi cY¨ KuvPvgv‡ji AvIZvq c‡o| ZvB wecY‡bi myweav‡_© G¸‡jv‡K `yÕwU

cÖavb fv‡M fvM Kiv hvq; h_v (K) K…wlRvZ KuvPvgvj I (L) cÖvK…wZK KuvPvgvj| Mg, avb, PvDj, Zzjv,
ZvgvK, km¨, dj, mwâ, M„ncvwjZ cï Ges cïRvZ `ªe¨, †hgb Pvgov, wWg I KuvPv `ya BZ¨vw` K…wlRvZ
KuvPvgvj Ges LwbR `ªe¨, f~wg, ebR m¤ú` I mvgyw`ªK m¤ú` cÖvK…wZK KuvPvgvj| cÖvK…wZK KuvPvgvjmg~n
wfbœfv‡e evRviRvZ Kiv nq| K…wlRvZ KuvPvgv‡ji Drcv`KMY mviv †`ke¨vcx wewÿßfv‡e Ae¯’vb K‡i|
Zviv mvaviYZ Aí cwigv‡Y K…wlR cY¨ Drcbœ K‡i| AwaKvsk K…wlR c‡Yï Pvwn`v Abgbxq| AwaKvsk
K…wlRvZ KuvPvgvj eQ‡ii we‡kl we‡kl †gŠmy‡g Drcbœ nq A_P G‡ì Pvwn`v mviv eQiB Ae¨vnZ _v‡K|
Gme cY¨ cPbkxj nq| d‡j G‡ì msiÿ‡Yi Rb¨ wngvqb (Refrigeration)AZ¨vek¨K| K…wlRvZ
KuvPvgv‡ji Drcv`‡Ki msL¨v AmsL¨v I ÿz`ª cÖK…wZi nIqvq G¸‡jvi Rb¨ eû ga¨¯’Kvievwi I `xN© e›Ub
cÖYvwji cÖ‡qvRb| cÿvšÍ‡i, cÖvK…wZK KuvPvgv‡ji †ÿ‡Î Zzjbvg~jK †QvU e›Ub cÖYvwj eënvi Kiv nq|
we‡kl cÖ‡qvRbxq g‡b n‡j wb‡`bc‡ÿ Drcv`K I eënviKvixi gaëZ©x ch©v‡q G‡R›U †kªwYi
ga¨¯’Kvievwi eënvi Kiv nq| weÁvcb I Ab¨vb¨ weµq cÖmvig~jK Kvh©vewji Avkªq Lye KgB †bqv nq|
2. Avav-cÖ¯ÍyZ cY¨ I hš¿vsk (Fabricating Materials and Parts): †hme wkícY¨ PzovšÍ c‡Yï
Askwe‡k‡l cwiYZ nq Ges wKQyUv cÖwµqvRvZKi‡Yi ci Drcv`‡b eënvi Kiv nq †m¸‡jv Avav-cÖ¯ÍyZ
cY¨ I cY¨vsk bv‡g cwiwPZ| KuvPvgv‡ji b¨vq G¸‡jvI cY¨ Drcv`‡bi Rb¨ mivmwi eënvi Kiv nq|
wKšÍy KuvPvgvj †hiƒc AweK„Z Ae¯’vq eëüZ nq, G¸‡jv †miƒc AweKj Ae¯’vq eëüZ nq bv| eënv‡ii
c~‡e©B G¸‡jv‡K AveviI cÖwµqvRvZ Kiv nq| Zvi, óx‡ji cvZ, †jŠn`Û, ZšÍyRvZ cY¨ (myZv), KvMR,
wm‡g›U BZ¨vw` Avav-cÖ¯ÍyZ c‡Yï D`vniY| cÿvšÍ‡i, Uvqvi, A‡Uv‡gvevB‡ji e¨vUvix, ¯úvK© cøvM,
ivB‡d‡ji e¨v‡ij, mv‡U©i †evZvg BZ¨vw` hš¿vs‡ki D`vniY| Gme mvgMÖxi iƒc (Form) cwieZ©b bv
K‡iB P~ovšÍ cY¨ Drcv`‡b eënvi Kiv nq| Avav-cÖ¯ÍyZ cY¨ I hš¿vsk wecyj cwigv‡Y µq Kiv nq|
wkíxq eënviKvixiv c‡Yï Drcv`b wbwe©Nœ ivLvi Rb¨ G RvZxq cYmvgMÖx †ewk cwigv‡Y µq K‡i
msiÿY K‡i| Gme c‡Yï A‡bK weKí mieivn Drm _v‡K e‡j fvix hš¿cvwZ ev Avbylw½K hš¿vwì
Zzjbvq G¸‡jvi Pvwn`v AwaKZi bgbxq nq| G ai‡bi cY¨mvgMÖxi evRvi LyeB cÖwZ‡hvwMZvg~jK nq|
AwaKvsk AvavcÖ¯ÍyZ cY¨ Drcv`b I eënviKvixi g‡a¨ mivmwi ew›UZ nq| mvaviYZ c‡Yï g~j¨ I
we‡µZv KZ©„K cÖ`Ë †mevi Dci wfwË K‡i µq-wm×všÍ MÖnY Kiv nq|
3. fvix hš¿cvwZ I m¤úwË (Installation): G RvZxq wkícY¨ LyeB e„nr I `vgx nq Ges eû eQi hveZ
eënvi Kiv nq| wKšÍy P~ovšÍ c‡Yï As‡k cwiYZ nq bv| fvix hš¿cvwZ I m¤úwË cÖavbZ `yB fv‡M
wef³; (K) `vjvb I f~wg¯^Z¡ (Building and land rights) Ges (L) cÖavb hš¿cvwZ (Major
Equipment)| KviLvbv, ¸`vgNi, LyPiv †`vKvb, Awdm wewìs, Lwb BZ¨vw` cÖ_‡gv³ m¤úwËi D`vniY|
eo eo †gwkbvix, h_vÑ wW‡Rj BwÄb, eqjvi , UªvKUi, KvMR cÖ¯y‡Í Zi †gwkb, ê`y¨wZK †Rbv‡iUi, wcÖw›Us
†cÖm, Pzjøx, †ivwjs wgj&m BZ¨vw` fvix hš¿cvwZi D`vniY| `vjvb I f~wg msµvšÍ mvgMÖx evRviRvZ Kiv
mnR| G‡ÿ‡Î we‡µZv I †µZv GKwÎZ n‡q g~j¨ I Ab¨vb¨ kZ©vewj Avjvc-Av‡jvPbv K‡i ì-KlvKwli
gva¨‡g w¯’i K‡i| G †kªYxi cÖ‡Z¨KwU cY¨B Avcb ¯^vZ‡š¿¨ mgy¾j ¡ | ZvB cÖ‡Z¨KwUi wecY‡b we‡kl
mgm¨vi D™¢e n‡Z cv‡i| wKšÍy gvb wba©vwiZ fvix hš¿cvwZi wecY‡b A‡bK welq we‡ePbv Ki‡Z nq| fvix
hš¿cvwZ Nb Nb µq Kiv nq bv| G¸‡jv A‡bK eQi hveZ wU‡K _v‡K e‡j µq Kivi mgq h‡_ó gb‡hvM
cÖ`vb Ki‡Z nq| wewb‡qvMK…Z g~ja‡bi Dci cÖZ¨vwkZ Avq I my‡ì nvi we‡klfv‡e we‡ePbv Kiv nq|
weµqc~e© I weµ‡qv³i †mev GKwU D‡jø‡hvM¨ wecYb êwkó¨| fvix hš¿cvwZi wecY‡bi Rb¨ D”P
AwfÁZvm¤úbœ weµq Kg©xi cÖ‡qvRb| Gme c‡Yï wecY‡b mvaviYZ ga¨¯’Kvievwi wb‡qvM Kiv nq bv|
cÖvqktB Drcv`‡Ki msL¨v †ewk n‡j óvÛvW© †gwkbc‡Îi Pvwn`vq wKQyUv bgbxqZvi fve cwijwÿZ nq|
wKQy cwigv‡Y weÁvcb eënvi Kiv n‡jI e¨w³K weµ‡qi Dci me mgq ¸iæZ¡ †`qv nq| cÖZ¨ÿ wecY‡bi
cÖvavb¨ _vK‡jI ¯^íg~j¨ wewkó gvb wba©vwiZ hš¿cvwZ weµ‡qi †ÿ‡Î ga¨¯’ G‡R›U ev cvBKvi‡ì mvnvh¨
†bIqv nq

4. AvaywbK hš¿cvwZ (Accessory Equipment): Avbylw½K hš¿cvwZ P~ovšÍ c‡Yï A½xf~Z Dcv`v‡bi Ask
bq| G¸‡jv GK ai‡bi wkícY¨ hv wkíxq Drcv`K‡ì Drcv`b Kv‡h© mnvqZv K‡i wKšÍy c‡Yï PzovšÍ
iƒ‡ci Askx`vi nq bv| fvix hš¿cvwZi †P‡q Avbylw½K hš¿cvwZi cÖZ¨vwkZ Avqy Kg| UvBcivBUvi,
dvBwjs e·, wnmveiÿY †gwkb, †QvU †j` †gwkb, LyPiv †`vKv‡bi K¨vk †iwRóªvi BZ¨vw` Avbylw½K
hš¿cvwZi D`vniY| Avbylw½K c‡Yï e›Ub bxwZi Dci mvaviY gšÍe¨ Kiv KwVb| †Kvb †Kvb †ÿ‡Î
cÖZ¨ÿ weµq cÖPwjZ (we‡kl K‡i †hLv‡b c‡Yï BDwbU-g~j¨ D”P _v‡K wKsev A‡bK¸‡jv c‡Yï
digv‡qk †`qv nq), Avevi evRv‡ii AvqZb ‡fŠ‡MvwjKfv‡e e¨vcK GjvKvq we¯Í„Z n‡j ga¨¯’Kvievwii
†mev eënvi Kiv nq| G †kªYxi cY¨ mvaviYZ gvb-wba©vwiZ nq e‡j weµq cÖmvi Kvh©µg Pvjv‡bv mnR
nq| G¸‡jvi Drcv`‡Ki msL¨v A‡bK| ZvB weÁvcb eënvi Kivi ìKvi nq|
5. mnvqK mvgMÖx (Operating supplies): †hme wkícY¨ cÖ¯ÍyZ c‡Yï Dcv`v‡bi Ask bq A_P cÖwZôv‡bi
Kv‡h© mnvqZv Ki‡Z Ki‡Z wbt†kl n‡q hvq, †mme cY¨‡K ejv nq mnvqK mvgMÖx| ¯^í mg‡qi g‡a¨
G¸‡jv eëüZ nq Ges G¸‡jv g~jabx AvB‡Ug bq| G¸‡jv mPivPi gvb-wba©vwiZ nq Ges cÖwZôv‡bi
cÖ‡qvR‡b Nb Nb µq Kiv nq| Gme mvgMÖx iÿYv‡eÿYvg~jK ev †givg‡Zi wKsev cÖwZôv‡bi Kv‡h©
mnvqZvg~jK n‡Z cv‡i| †g‡S cwi¯‹viK †gvg, jyweª‡KwUs ‰Zj, †cbwmj I †ókbvix, Zv‡cvrcv`K BÜb,
ev_iæg cwi¯‹v‡ii mvgMÖx, ê`y¨wZK evj¦, Rvbvjvi KuvP cwi¯‹v‡ii wRwbmcÎ, bvU-eë,z I‡qwìs Zvi
BZ¨vw` mnvqK mvgMÖxi D`vniY| e„nr KviLvbv e¨ZxZ Ab¨Î AwaKvsk mnvqK mvgMÖx (we‡kl K‡i
iÿYv‡eÿY I †givg‡Zg~jK) A‡cÿvK…Z Aí cwigv‡Y µq Kiv nq| Gm‡ei AwaKvskB myweavRbK
†fvM¨c‡Yï b¨vq| G¸‡jv †Kbvi Rb¨ †µZv †ewk mgq e¨q Ki‡Z ivwR _v‡K bv, g~jÏ Kg _v‡K| ZvB
A‡b‡K G RvZxq cY¨‡K Ôwkíxq myweavRbK cY¨Õ (Industrial Convenience goods) wnmv‡e AwfwnZ
K‡i _v‡K| AwaKvsk mnvqK mvgMÖx †Kbvi mgq g~j¨ I mnRjf¨Zvi Dci †Rvi †`qv nq| c‡Yï GKK
g~j¨, µ‡qi cwigv‡Yi ¯^íZv I eënviKvixi msL¨vwaK¨ Drcv`K‡K ga¨¯’Kvievwi eënvi Ki‡Z DØy×
K‡i| Avevi Drcv`‡Ki msL¨v †ewk _v‡K e‡j g~j¨ cÖwZ‡hvwMZvI _v‡K cÖej|
6. eëmvwqK †mev (Business Services): eëmvwqK †mev‡K wecY‡bi fvlvq ÔwkícY¨Õ wn‡m‡e MY¨ Kiv
n‡jI GwU Aek¨B P~ovšÍ cY¨ (Finished product)-Gi AšÍfy³ © bq| hš¿cvwZ msiÿY (Maintenance),
†givgZ RvZxq †mev (Repair services) Ges eëmvwqK civgk©g~jK †mev (Business advisory
services) eëmvwqK †mevi AšÍf~³
© | Gme †mev mvaviYZ Pzw³ †gvZv‡eK cÖ`vb Kiv nq|
wkícY¨ wecY‡b we‡eP¨ welq (Considerable Factors for Marketing Industrial Products)
1. †fvM¨ c‡Yï Zzjbvq wkí c‡Yï †µZvi msL¨v Kg _v‡K| ZvB Gi evRvi †QvU nq e‡j
wecYbKvix‡K wfbœfv‡e GB evRvi cwiPvjbv Ki‡Z nq|
2. wbw`©ó GjvKvq wkí c‡Yï evRvi †K›`ªxf~Z _v‡K, ZvB wecYbKvix wbw`©ó GjvKvi evRv‡ii Dci
¸iZ¡ †`q|
3. wkí c‡Yï Pvwn`v †fvM¨ c‡Yï Pvwn`vi Dci wbf©ikxj|
4. wkí c‡Yï †ÿ‡Î †µZviv c‡Yï gvb, Dc‡hvwMZv, mnR cÖvc¨Zv, mieiv‡ni wbðqZv BZ¨vw`
we‡ePbv K‡i cY¨ µq K‡i|
5. wkí c‡Yï evRv‡ii AvqZb mxwgZ| ¯^í msL¨K †µZvi Kv‡Q wecyj cwigv‡Y cY¨ weµq Kiv nq|
wkÿv_©xi KvR wkí c‡Yï 5 wU D`vniY w`b|

mvims‡ÿc
hLb †Kvb cY¨ mivmwi †fv‡Mi Rb¨ eëüZ bv n‡q P~ovšÍ cY¨ cÖ¯‘ZKi‡Y eëüZ nq ZLb Zv‡K wkí cY¨
e‡j| mvaviYZ cÖwµqvRvZKivi Rb¨ ev Drcv`‡bi Kv‡R mn‡hvwMZvi Rb¨ GB ai‡Yi cY¨ msMÖn Kiv nq|
†hgb- fvix hš¿cvwZ, KvuPvgvj BZ¨vw`| eënv‡ii wfwË‡Z wkícY¨‡K QqwU fv‡M wef³ Kiv nq- KuvPvgvj,
Avav-cÖ¯‘Z cY¨ I hš¿vsk, fvix hš¿cvwZ, Avbylw½K hš¿cvwZ, mnvqK cY¨mvgMÖx, Ges eëmvwqK †mev| wkí
c‡Yï wecY‡bi mgq K‡qKwU welq we‡ePbvq ivLv nq| †hgb- †fvM¨ c‡Yï Zzjbvq wkí c‡Yï †µZvi msL¨v
Kg _v‡K| ZvB Gi evRvi †QvU nq e‡j wecYbKvix‡K wfbœfv‡e GB evRvi cwiPvjbv Ki‡Z nq| wbw`©ó
GjvKvq wkí c‡Yï evRvi †K›`ªxf~Z _v‡K, ZvB wecYbKvix wbw`©ó GjvKvi evRv‡ii Dci ¸iZ¡ †`q|

1| †Kvb&wU wkí cY¨?
K) wewkó cY¨ L) gvbm¤§Z cY¨
M) eëmvwqK †mev N) kwcs cY¨
2| K…wlR cY¨ †Kvb&wU?
K) wPwb L) Rym
M) gq`v N) Avjy
3| Drcv`b Kv‡h© †Kvb& cY¨ eëüZ nq?
K) wkí cY¨ L) †fvM¨ cY¨
M) AhvwPZ cY¨ N) wewkó cY¨
wb‡Pi DÏxcKwU c‡o 4- 6 bs cÖ‡kœi DËi w`b-
nvmvb Ges wgjb `yÕRb cÖwm× eëmvqx| nvmvb †h cY¨ wecYb K‡ib †mwU GKwU wbw`©ó GjvKvq mxgve×
_v‡K| Ab¨w`‡K, wgj‡bi cY¨wUi evRvi †`ke¨vcx we¯Í…Z| wgj‡bi c‡Yï Pvwn`vi Ici nvmv‡bi c‡Yï
Pvwn`v wbf©i K‡i|
4| nvmvb †Kvb& c‡Yï wecYbKvix?
M) Riæwi cY¨ N) cÖavb cY¨
5| wgjb †Kvb& c‡Yï eëmvqx?
M) KuvPvgvj N) AhvwPZ cY¨
6| wgj‡bi cY¨wUi Pvwn`v e„w× †c‡j nvmv‡bi cY¨wUi †ÿ‡Î hv NU‡eÑ
i) Pvwn`v e„w× ii) weµq e„w× iii) g~j¨ n«vm

cvV-5.4 c‡Yï Rxeb Pµ

Product Life Cycle
D‡Ïk¨

• c‡Yï RxebPµ ej‡Z wK †evSvq Rvb‡Z cvi‡eb;
• c‡Yï RxebP‡µi ch©vqmg~n eY©bv Ki‡Z cvi‡eb; Ges
• c‡Yï RxebP‡µi wewfbœ ch©v‡qi †KŠkj m¤ú‡K© aviYv Ki‡Z cvi‡eb|
m~Pbv, cÖe„w×, c~YZ

© v cÖvwß, A‡avMwZ|
c‡Yï RxebP‡µi msÁv (Definition of Product Life Cycle)

wecYbKvix †µZv ev †fv³vi Pvwn`v I cÖ‡qvRb Abyhvqx cY¨ Dbœqb ev cÖ¯‘Z Kivi Rb¨ cY¨ cwiKíbv
MÖnY K‡i| GB mg‡q cY¨ evRv‡i wb‡q Avmvi cÖ¯‘wZ †bIqv nq| Gici h_vh_ cY¨ Dbœq‡bi c‡i cY¨ evRv‡i
wb‡q Avmv nq| GKwU bZzb cY¨ evRv‡i Qvovi c‡i †Kv¤úvwb ¯^fveZB Avkv K‡i †h, cY¨wUi wewµi cwigvY
DË‡ivËi evo‡e Ges eûw`b hveZ GwU evRv‡i wU‡K _vK‡e| Z‡e cÖ‡Z¨K cÖwZôvb GK_v Aek¨B ¯^xKvi Ki‡Z
eva¨ †h, †Kvb cY¨B wPiKvj GKBfv‡e evRvi `Lj K‡i ivL‡Z cv‡i bv- wewfbœ Kvi‡Y c‡Yï Rxe‡b DÌvb-cZb
N‡U _v‡K| wecYbKvix G e¨vcv‡i mRvM _v‡Kb †h, cÖ‡Z¨K c‡YïB GKwU Rxeb-Pµ i‡q‡Q|GKwU c‡Yï
RxeÏkvq Zv‡K †hme ch©vq ev avc (Stages) AwZµg Ki‡Z nq †mB ch©vq¸‡jv‡K c‡Yï Rxeb-Pµ (Life
cycle) e‡j| Dw™¢` Ges cÖvYxi †ÿ‡Î †hgb Rb¥, e„w× Ges †kl cwiYwZ †`Lv hvq wVK †Zgwb c‡Yï †ejvqI
Rb¥-e„w×-cwiYwZi GB chv©q¸‡jv ‡`Lv hvq| †mvRv K_vq ejv hvq, GKwU cY¨‡K Drcv`‡bi ci †_‡K Avi¤¢ K‡i
m¤ú~Y© wejxb n‡q hvIqv ch©šÍ †hme ch©v‡qi ga¨ w`‡q av‡c av‡c AMÖmi n‡q †h‡Z nq Zv‡K ejv nq c‡Yï
Rxeb-Pµ| GLv‡b c‡Yï Rxeb-P‡µi K‡qKwU msÁv †`qv n‡jv:
c‡Yï RxebPµ (Product Life Cycle)
wb‡gœ GKwU c‡Yï RxebPµ ms‡ÿ‡c Av‡jvPbv Kiv n‡jv-
1. cY¨ cÖeZ©b (Introduction): cÖ_g ch©v‡q bZzb-cY¨ evRv‡i Qvov nq Ges G‡K m¤¢ve¨ MÖvnK‡ì wbKU
cwiwPZ Kiv‡bvi Rb¨ cÖPvig~jK Kvh© Pvjv‡bv nq| G ch©v‡q wewµi cwigvY †Zgb †ewk nq bv Ges cÖvq
†ÿ‡Î gybvdvI AwR©Z nq AwZ mvgvb¨| Avevi A‡bK †ÿ‡Î gybvdv G‡Kev‡iB nq bv| cY¨ cÖeZ©bRwbZ
eûj LiP Ges MÖvn‡Ki msL¨vi AcÖZzjZv gybvdv bv nIqvi cÖavb KviY| fwel¨‡Z gybvdvi Avkvq G
ch©v‡q c‡Yï †cQ‡b cÖPzi wewb‡qvM Kiv nq|
2. cÖe„w× (Growth): c‡Yï Rxeb-P‡µi wØZxq ch©v‡q c‡Yï weµq ev‡o, ‡µZv‡ì g‡a¨ c‡Yï Kì e„w×
cvq; d‡j gybvdvi cwigvYI evo‡Z _v‡K| 5.4 bs wP‡Îi cÖwZ jÿ¨ Ki‡j †`Lv hv‡e, cÖe„w×i ch©v‡q
wewµi cwigvY `ªæZ MwZ‡Z e„w× cv‡”Q Ges †mB MwZ‡Z m‡e©v”P ch©v‡q †cuŠQvq| c‡Yï Pjgvb Rxe‡bi G
ch©v‡q cÖwZ‡hvwMiv DbœZgv‡bi wKsev Kg e¨‡qi cY¨ wb‡q evRv‡i cÖ‡ek Ki‡Z _v‡K| †Kv¤úvwbi Rb¨
m‡e©v”” gybvdvi GUvB mgq, Z‡e cÖwZ‡hvwMZv e„w×i Kvi‡Y GUv gybvdvi A‡avMwZ ïiæiI mgq|

wPÎ5.4: c‡Yï Rxeb Pµ

3. c~Y©ZvcÖvwß (Maturity): G ch©v‡q cÖwZ‡hvwMZv Zxeª †_‡K ZxeªZi n‡Z _v‡K| d‡j wewµi cwigvY
m‡e©v”P ch©v‡q †cuŠ‡QB Avevi wb¤œgyLx n‡Z _v‡K Ges Zvi mv‡_ gybvdv †iLvI wb¤œMvgx nq| G ch©v‡q
cÖwZ‡hvwMi msL¨v ïay evo‡ZB _v‡K bv, A‡bK cÖwZ‡hvMx evRvi `Lj Kivi D‡Ï‡k¨ g~j¨ n«v‡mi
cÖwZ‡hvwMZvqI †b‡g c‡o|
4. A‡avMwZ (Decline): c‡Yï Rxeb-P‡µi GwU †kl avc| wewµi cwigvY AviI n«vm †c‡Z _v‡K| d‡j
†kl ch©šÍ gybvdv AR©b Kiv Avi m¤¢e n‡q I‡V bv| hw` cY¨wU‡K wUwK‡q ivLvi Rb¨ ev¯Íe Ae¯’vi
†cÖÿvc‡U Kvh©Ki †Kvb c`‡ÿc †bqv bv nq, Zvn‡j cY¨wUi mgvwß N‡U|
c‡Yï Rxeb-P‡µi wewfbœ ch©v‡qi †KŠkjmg~n (Product Life Cycle Strategies)

Rxeb Pµ GKwU Pjgvb cÖwµqv| ¯^vfvweK fv‡e cÖ‡Z¨KwU cY¨‡KB PviwU ¯Íi AwZµg Ki‡Z nq wKš‘ wecYbKvix
hw` mvwe©Kfv‡e evRv‡i cY¨ Dc¯’vcb Ki‡Z e¨_© nq, Zvn‡j H cY¨wU Zvi ¯^vfvweK RxebPµ †_‡K wQU‡K co‡Z
cv‡i| ZvB GKwU cY¨ †hb Zvi RxebPµ mdjZvi mv‡_ †kl Ki‡Z cv‡i †mB j‡ÿ¨ wecYbKvix‡K RxebP‡µi
wewfbœ ¯Í‡i wewfbœ ai‡bi †KŠkj Aej¤^b Ki‡Z nq| c‡Yï Rxeb-P‡µi wewfbœ ch©vq Rvbv _vK‡j †Kvb ch©v‡q wK
ai‡bi wecYb †KŠkj MÖnY Kiv ìKvi †m m¤ú‡K© wm×všÍ †bqv mnR nq| GLv‡b c‡Yï Rxeb-P‡µi
ch©vq¸‡jv‡Z MÖnY‡hvM¨ wecYb †KŠkjmg~‡ni Dci Av‡jvKcvZ Kiv n‡jv|
1. cÖeZ©b ch©v‡q wecYb †KŠkj (Marketing Strategies in Introduction Stage): hLb †Kvb bZzb
cY¨ me©c_Ö g evRv‡i wewµi Rb¨ Qvov nq ZLbB ïiæ nq cÖeZ©b| G ch©v‡q eë¯’vcbv KZ©„cÿ cÖ‡Z¨KwU
wecYb PjK‡K (†hgb- cY¨g~j¨, c‡Yï cÖmvi, e›Ub I cY¨¸Y BZ¨vw`) D”P A_ev wb¤œ ¯Í‡i wbav©iY
Ki‡Z cv‡i| ïay g~j¨ I weµq cÖmvi‡K we‡ePbv K‡i, wecYbKvix wb‡¤œ Av‡jvwPZ PviwU †KŠk‡ji †h
†KvbwU eënvi Ki‡Z cv‡i|
 `ªæZ w¯‹wgs †KŠkj (Fast Market Skimming Strategies): G †ÿ‡Î D”P g~‡j¨ cY¨ evRv‡i Qvov
nq Ges cY¨wU‡K Rbmvavi‡Yi †MvP‡i Avbqb K‡i Zv‡ì c„ô‡cvlKZv jv‡fi Rb¨ eûj cÖPv‡ii
eë¯’v Kiv| wecYb cÖmv‡ii (Marketing promotion)†cQ‡b cÖPzi UvKv e¨q K‡i evRv‡i c‡Yï
mybvg m„wói cÖ‡Póv Pvjv‡bv nq| me †ÿ‡Î G †KŠkj mydj †`q bv|
 gš’i w¯‹wgs †KŠkj (Slow Market Skimming Strategies): G †ÿ‡Î D”P g~‡j¨ cY¨ evRv‡i
Qvov nq; wKšÍy cÖPvi Kvh© ax‡i ax‡i Pvjv‡bv nq| wecYb LiP Kgv‡bvi D‡Ï‡k¨ cÖPviKv‡h©i Dci
†ewk †Rvi †`qv nq bv| h_vm¤¢e †ewk gybvdv jv‡fi D‡Ï‡k¨ G †KŠkj MÖnY Kiv nq|
 `&ªyZ cÖ‡ek †KŠkj (Fast Market Entrance Strategies): GB wecYb †KŠk‡j c‡Yï g~j¨ _v‡K
Kg wKšÍy cÖPv‡ii Rb¨ e¨q Kiv nq cÖPzi UvKv| G †KŠkjwU G cÖZ¨vkvq AbymiY Kiv nq †h, cÖPzi
cÖPvi I ¯^í g~‡jï ìæb evRv‡ii e„nËi Ask `Lj Kiv m¤¢e n‡e Ges AwaK wewµi djkÖæwZ‡Z
†gvU gybvdvi cwigvY †e‡o hv‡e|
 gš’i cÖ‡ek †KŠkj (Slow Market Entrance Strategies): G †ÿ‡Î c‡Yï g~j¨ Kg avh© Kiv
nq Ges weµq cÖmv‡ii RbÏ LiP Kiv nq Kg| Gi D‡Ïk¨ Kg g~j¨ Øviv MÖvnK‡ì‡K cÖfvweZ K‡i
†ewk cwigv‡Y wewµ Kiv Ges cÖPviKv‡h© Kg LiP K‡i gybvdvi cwigvY ùxZ Kiv|

2. cÖe„w× ch©v‡q wecYb †KŠkj (Market Strategies in Growth Stage): cÖe„w× ch©v‡q c‡Yï wewµ
`ªæZnv‡i e„w× cvq| wKšÍy G mgq †_‡K cÖwZ‡hvMxivI evRv‡i cÖ‡ek Ki‡Z _v‡K| ZeyI e„n`vKvi
Drcv`‡bi d‡j BDwbU cÖwZ e¨q n«vm cvq| d‡j gybvdvi cwigvY †e‡o hvq| G ch©v‡q evRv‡ii cÖe„w×
h_vm¤¢e Kvg¨ ¯Í‡i ivLvi D‡Ï‡k¨ †Kv¤úvwb wewfbœ †KŠkj Aej¤^b K‡i, †hgb-
 †Kv¤úvwbi c‡Yï †KvqvwjwU DbœZ K‡i Ges c‡Yï êwkó¨ êwPÎ¨ Avbq‡bi cÖqvm cvq
 †Kv¤úvwb bZzb bZzb wefvwRZ evRv‡i cÖ‡ek K‡i|
 bZzb bZzb e›Ub cÖYvwj eënv‡ii Rb¨ †Kv¤úvwb cÖ‡Póv Pvjvq|
 weÁvc‡bi cÖK…wZ I gva¨g cwieZ©b K‡i|
 mwVK mg‡q †Kv¤úvwb c‡Yï g~j¨ n«vm K‡i hv‡Z g~‡jï e¨vcv‡i ¯úk©KvZi MÖvnK‡ì‡K cY¨ µ‡q
AbycÖvwYZ Kiv hvq|
Gme evRvi-m¤cÖmviYkxj †KŠkj eënvi K‡i †Kv¤úvwb Zvi cÖwZ‡hvwMZvg~jK Ae¯’vb‡K my`„p K‡i
Zzj‡Z cv‡i| Z‡e Gme Dbœq‡bi Rb¨ AwZwi³ Li‡Pi cÖ‡qvRb nq| †Kv¤úvwb cieZ©x ch©v‡q gybvdv
e„w×i cÖZ¨vkvq G ch©v‡q PjwZ gybvdvi cÖwZ Kg ¸iæZ¡ cÖ`vb K‡i| ZvB cY¨-Dbœqb, cÖPvi I e›U‡b cÖPzi
A_© LiP K‡i wb‡Ri Ae¯’vb my`„p Kivi cÖ‡Póv Pvjvq|
3. c~Y©ZvcÖvwßi ch©v‡q wecYb †KŠkj (Market Strategies in Maturity Stage): G ch©v‡q A‡bK
†Kv¤úvwb †ewk cyi‡bv cY¨ A_©vr c~YZ© vcÖvß cY¨ †Q‡o w`‡q bZzb Av‡iKwU c‡Yï cÖwZ Sz‡u K c‡o| Zviv
g‡b K‡i †h, cyi‡bv c‡Yï e¨vcv‡i †ewk †Póv bv K‡i eis bZzb cY¨ evRv‡i Qvo‡j fvj dj cvIqv
hv‡e| Z‡e GiƒcI †`Lv †M‡Q †h, c~YZ © vcÖvß cYÏ wewfbœ †KŠkj eënvi K‡i Avevi evRvi `Lj Ki‡Z
mÿg n‡q‡Q| G ch©v‡q wecYbKvix wZb cÖKvi †KŠkj Aej¤^b Ki‡Z cv‡i-
 evRvi cwigvR©b (Market Modification): †Kv¤úvwb Zvi wbR¯^ eª¨v‡Ûi cY¨ eënviKvix‡ì
(ms‡ÿ‡c eª¨vÛ eënviKvix ejv hvq) msL¨vq evwo‡q Ges eënviKvix‡ì Øviv evwl©K eënv‡ii
cwigvY evwo‡q evRv‡ii cwiwa m¤cÖmvwiZ Ki‡Z cv‡i| cÖPvi I cÖ‡ivPbvi gva¨‡g AeënviKvix‡K
eënviKvix‡Z cwiYZ K‡i bZzb evRvi wefv‡M cÖ‡ek K‡i Ges cÖwZ‡hvwM‡ì MÖvn‡Ki gb R‡qi
gva¨‡g Zv‡ì‡K wb‡Ri †µZvq cwiYZ K‡i eª¨vÛ eënviKvixi msL¨v e„w× Kiv m¤¢e|
 cY¨ cwigvR©b (Product Modification): wecYb eë¯’vc‡Kiv A‡bK mgh c~YZ © vcÖvwßi ch©v‡q
c‡Yï weµq e„w×i Rb¨ Ggbfv‡e c‡Yï êwkó¨mg~n cwigvR©b ev cwieZ©b K‡i hv‡Z bZzb †µZv
AvK…ó nq Ges eZ©gvb eënviKvix‡ì c‡Yï eënvi e„w× cvq| cÖavbZ wZbwU Dcv‡q c‡Yï
cwigvR©b Kiv nq, h_v- K) ¸Yv¸Y Dbœqb, L) êwkó¨ Dbœqb, M) ÷vB‡ji Dbœqb|
 wecYb-wgkªY cwigvR©b (Marketing Mix Modification): wecYb-wgkª‡Yi wewfbœ Dcv`vb¸‡jvi
g‡a¨ `yB GKwUi cwieZ©b mvab K‡iI weµq e„w×i †Póv Kiv hvq|
4. A‡avMwZ ch©v‡q wecYb †KŠkj (Market Strategies in Decline Stage): AwaKvsk c‡Yï wewµi
cwigv‡Y µgvš^‡q A‡avMwZ †`Lv †`q| †Kvb †Kvb c‡Yï weµq - n«v‡mi MwZ gš’i, Avevi †KvbUvi `ªæZ|
weµq k~b¨‡ZI †b‡g Avm‡Z cv‡i wKsev GKUv wbw`©ó wb¤œ¯‡Í i K‡qK eQi hver w¯’i _vK‡Z cv‡i|
A‡avMwZi ch©v‡q wb‡¤œv³ c`‡ÿcmg~n MÖnY Kiv †h‡Z cv‡i -
 `~e©j cY¨ wPwýZKiY (Identifying Weak Product): eë¯’vcbv KZ©„c‡ÿi cÖ_g KZ©e¨ n‡jv
`~e©j cY¨¸‡jv wPwýZ Kiv| GZ`~‡Ï‡k¨ †Kv¤úvwb GKwU wiwfD KwgwU MVb Ki‡Z cv‡i| KwgwU wewfbœ
cÖvw½K Z_¨ msMÖn K‡i `~e©j cY¨¸‡jv Ly‡u R †ei Ki‡e Ges Zv‡ì mycvwik cÖ`vb Ki‡e|
 wecYb †KŠkj wba©viY (Determining Marketing Strategies): G ch©v‡q KZ©„cÿ wKfv‡e
mgm¨v KvwU‡q DVv hvq †m m¤úwK©Z †KŠkj wba©viY Ki‡e|

c‡Yï RxebP‡µi ch©vqAbyhvqx cÖ‡Z¨K chv©‡q Ae¯’vb Ki‡Q Ggb GKwU

wkÿv_©xi KvR
K‡i c‡Yï D`vniY w`b|
cÖeZ©b ch©vq
cÖe„w× ch©vq
c~Y©ZvcÖvwßi ch©vq
A‡avMwZ ch©vq
mvims‡ÿc
GKwU c‡Yï RxeÏkvq Zv‡K †hme ch©vq ev avc AwZµg Ki‡Z nq †mB ch©vq¸‡jv‡K c‡Yï Rxeb-Pµ e‡j|
c‡Yï Rxeb P‡µ PviwU avc i‡q‡Q; h_vcÖeZ©b, cÖe„w×, c~YZ © vcÖvwß I A‡avMwZ| c‡Yï RxebP‡µi G‡KKwU
chv©‡q G‡KK ai‡Yi wecYb †KŠkj MÖnY Ki‡Z nq| cÖeZ©b ch©v‡q cwiw¯’wZ Abyhvqx 1. `ªæZ w¯‹wgs †KŠkj,
2.gš’i w¯‹wgs †KŠkj, 3. `&ªyZ cÖ‡ek †KŠkj, 4. gš’i cÖ‡ek †KŠkj Aej¤^b Kiv nq| Avevi, cÖe„w× ch©v‡qI
wfbœ wfbœ †KŠkj MÖnY Kiv nq| c~Y©ZvcÖvwßi ch©vqKvjxb mg‡q 1. evRvi cwigvR©b, 2. cY¨ cwigvR©b, 3.
wecYb-wgkªY cwigvR©b †KŠkj †bIqv nq| me©‡k‡l, A‡avMwZ ch©v‡qi mg‡q `~ej © cY¨ wPwýZKi‡Yi ci
†dvKvm ÷ª¨v‡UwR, cY¨ ‰ewPÎKiY †KŠkj BZ¨vw` MÖnY Kiv †h‡Z cv‡i|
√) wPý w`b-
mwVK DË‡ii cv‡k wUK (√
1. mKj c‡Yï RxebPµ Av‡Q Ges GB Pµ me c‡Yï †ejvqB GKB iKg nq| GB e³e¨wU wK mZ¨?
K. AvswkK mZ¨ L. cy‡ivcywi mZ¨
M. cy‡ivcywi AmZ¨ N. Dc‡ii †Kvb&wU wVK bq|
2. GKwU c‡Yï mwZ¨Kvi RxebPµ KLb ïiæ nq?
K. aviYv Dbœq‡bi ch©v‡q L. aviYv evQvB ch©v‡q
M. cixÿvg~jK evRviRvZKiY ch©v‡q N. evwYwR¨KxKiY ch©v‡q|
3. evwYwR¨KxKiY‡K RxebP‡µi †Kvb& ch©v‡qi mv‡_ Zzjbv Kiv hvq?
K. cÖeZ©b L. cÖe„w×
M. c~Y©Zv N. A‡avMwZ|
4. AwaK g~‡j¨ cY¨ evRv‡i †Q‡o AwaK cÖPv‡ii eë¯’v wb‡j †mUv Kx ai‡bi †KŠkj?
K. `ªæZ cÖ‡ek L. ax‡i cÖ‡ek
M. `ªæZ QvKv N. ax‡i QvKv|
5. c‡Yï `vg Kg Ges cÖPviI Kg, GB Ae¯’vq evRv‡ii AvqZb wK iKg nIqv PvB?
K. †QvU L. eo
M. gvSvwi N. †h †Kvb iKg|

cvV-5.5 g~j¨ wba©viY : aviYv, D‡Ïk¨ I c×wZ

Price Determination: Concept, Objectives and Methods
D‡Ïk¨
G cvV †k‡l Avcwb-

• g~j¨ wbav©i‡Yi aviYv eY©bv Ki‡Z cvi‡eb;
• g~j¨ wbav©i‡Yi D‡Ïk¨Rvb‡Z cvi‡eb; Ges
• g~j¨ wbav©i‡Yi c×wZ e¨vL¨v Ki‡Z cvi‡eb|
wecYb, wkí, evRvi, wewbgq hyM, mvgvwRK wecYb, m¤úK©wfwËK wecYb|

gyL¨ kãgvjv (Keywords)
g~j¨ m¤úwK©Z aviYv (Concept of Price)

A_©‰bwZK ZË¡ Abyhvqx g~j¨ (Price), g~j¨gvb (Value)I Dc‡hvwMZv (Utility) ci¯úi m¤úK©hy³
cèvP¨ (Concepts)| Dc‡hvwMZv n‡jv †Kvb wRwb‡mi Ggb GKwU ¸Y hv gvby‡li Pvwn`v cwic~iY Ki‡Z mÿg|
g~j¨gvb n‡jv †Kvb GKwU `ªe¨ KZ©„K Ab¨vb¨ `ª‡eï mv‡_ wewbgq nIqvi †hvM¨Zvi (Worth) msL¨vZ¥K cwigvc|
Avgiv ej‡Z cvwi †h, GKwU KuvVv‡ji g~j¨gvb wekwU Av‡gi mgvb| wKšÍy Avgiv Ô`ªe¨ wewbg‡qiÕ (Barter) hyM
†cwi‡q eû`~i AMÖmi n‡q G‡mwQ| Avgiv GLb A_©‡K (Money) g~j¨gv‡bi mvaviY wbY©vqK ev wW‡bvwg‡bUi
wn‡m‡e a‡i _vwK| †Kvb wRwb‡mi Avw_©K g~j¨gvb‡KB Avgiv ewj g~j¨ (Price)| UvKv-cqmv, Wjvi ev cvDÛ-óvwj©s
†h‡Kvb gy`ªvq g~j¨ cÖKvk Kiv hvq| †h †`‡k gy`vª i †h bvg cÖPwjZ, †m bv‡gB c‡Yï g~j¨ cÖKvk Kiv nq|
Dc‡hvwMZv g~j¨gvb g~j¨
wPÎ 5.5: g~‡jï mv‡_ Dc‡hvwMZv I g~j¨gv‡bi m¤úK©
mvaviYZ †Kvb cY¨ ev †mevi `vg‡K Avgiv H c‡Yï ev †mevi g~j¨ e‡j _vwK| A_©vr †µZv I we‡µZv hLb ì
KlvKwli gva¨‡g †Kvb cY¨ ev †mevi GKwU `vg ev g~j¨gvb w¯’i K‡i Zv‡K g~j¨ e‡j| GKRb †fv³v GKUv cY¨
†fv‡Mi gva¨‡g ev †Kvb †mev MÖn‡Yi gva¨‡g †h myweav †cj Ges Zvi wewbg‡q †h cwigvY A_© `vZv‡K cÖ`vb K‡i
Zv‡K g~j¨ e‡j| wecY‡b g~j¨ ej‡Z Ggb GKwU we›`y ev c‡q›U‡K eySv‡bv nq †hLv‡b we‡µZv †h cwigvY A‡_©i
wewbg‡q cY¨ ev †mev wewµ Ki‡Z B”QyK, †µZvI wVK GKB cwigvY A_© cÖ`vb Ki‡Z ivwR _v‡K|
William J. Stanton †h msÁv cÖ`vb K‡i‡Qb Zv n‡jv,“Price is value expressed in terms of
dollars and cents or any other monetary medium of exchange.” A_©vr Wjvi, †m›U ev Ab¨ †Kvb
Avw_©K wewbgq gva¨g-G cÖKvwkZ g~j¨gvb‡K g~j¨ e‡j|
Philip Kotler & Gary Armstrong-Gi g‡Z, “Price is the amount of money charged for a
product or service.” A_©vr g~j¨ n‡”Q GKUv cY¨ ev †mevi Rb¨ avh©K…Z A‡_©i cwigvY |
myZivs, mnR fvlvq cY¨ ev †mevi Rb¨ †h cwigvY A_© Av`vq Kiv nq, Zv‡KB g~j¨ e‡j|

cY¨g~j¨ wba©vi‡Yi D‡Ïk¨vewj (Pricing Objectives)

†Kvb wecYb Kvh©B mywPwšÍZ D‡Ïk¨ ev jÿ¨ Qvov mwVKfv‡e m¤úv`b Kiv hvq bv| g~j¨ wba©vi‡Yi †ejvqI GKB
K_v cÖ‡hvR¨| g~j¨ w¯’i Kivi c~‡e©B wecYbKvix‡K g~j¨ wba©vi‡Yi jÿ¨ wVK K‡i wb‡Z nq| wewfbœ cÖwZôv‡bi wbKU
g~j¨ wba©vi‡Yi D‡Ïk¨ wewfbœ cÖKvi n‡Z cv‡i| wb‡¤œ cÖavb cÖavb D‡Ïk¨mg~‡ni Dci Av‡jvKcvZ Kiv n‡jv -
1. wewb‡qvM ev wbU wewµi Dci wbw`©ó gybvdv AR©b (Achieving Target Return on Investment or
on Net Sales): wewb‡qvM ev wbU weµ‡qi Dci wbw`©ó kZKiv nv‡i gybvdv AR©‡bi Rb¨ †Kvb-cÖwZôvb
c‡Yï g~j¨ wba©viY Ki‡Z cv‡i| Giƒc †ÿ‡Î gybvdvi nvi GKB iKg _vK‡Z cv‡i; Z‡e wewµZ c‡Yï
cwigv‡Y n«vm-e„w×i mv‡_ mv‡_ †gvU gybvdvi cwigv‡Y ZviZg¨ nq| Avgv‡ì †`‡kI eû wkíKviLvbv
i‡q‡Q hviv GKB D‡Ïk¨ cwic~i‡Yi Rb¨ Zv‡ì c‡Yï g~j¨ wba©viY K‡i|
2. g~j¨ w¯’wZkxjZv eRvq (Stabilizing Prices): c‡Yï g~‡j¨ w¯’wZkxjZv eRvq †i‡L wbwe©Nœ gybvdv AR©b
wKQz wKQy cÖwZôv‡bi g~j¨ wba©vi‡Yi jÿ¨| †hme wk‡í Pvwn`v Nb Nb, GgbwK gv‡S gv‡S e¨vcKfv‡e
DVvbvgv K‡i, †mme wk‡íi AšÍMZ © e„nr dvg©mg~n Zv‡ì g~j¨ wba©vi‡Y w¯’wZkxjZv eRvq ivLvi †Póv
K‡i| g~j¨ wba©vi‡Y w¯’wZkxjZv eRvq ivLvi cÖavb KviY n‡jv g~j¨ hy× (Price war) cwinvi Kiv| g~j¨-
hy× ej‡Z ‡evSvq wewfbœ cÖwZôv‡bi g‡a¨ mgRvZxq c‡Yï g~j¨-n«vm K‡i evRvi `Lj Kivi cÖwZ‡hvwMZvq
wjß nIqv|
3. evRvi AÿyYœ ivLv ev cwiea©b Kiv (Maintaining or Improving Share of the Market): ÿz`ª
Ges e„nr me ai‡bi cÖwZôvbB A‡bK †ÿ‡Î g~j¨ wba©vi‡Yi Ab¨Zg jÿ¨ wn‡m‡e eZ©gv‡b `LjxK…Z evRvi
AÿyYœ ivLvi †Póv K‡i wKsev evRv‡ii cwiwa AviI we¯Í„Z Kivi cÖqvmx nq| GKwU cÖwZôvb KZUzKz evRvi
Zvi `L‡j A‡Q Zv wewfbœ Dcv‡q wbY©q Ki‡Z cv‡i| †m hw` †`‡L †h, eZ©gvb evRvi eRvq ivL‡Z
cvi‡jB Zvi Rb¨ h‡_ó| Z‡e †m Ggbfv‡e c‡Yï g~j¨ wba©viY Ki‡Z cv‡i †hb Zvi evRvi wewNœZ bv
nq|
4. weµq cÖe„w× (Increasing Sales Growth): c‡Yï wewµi cwigvY e„w× KivI g~j¨ wba©vi‡Yi Ab¨Zg
D‡Ïk¨| AwaKvsk †Kv¤úvwbB weµq e„w× Kivi j‡ÿ¨ mwVKfv‡e g~j¨ wba©vi‡Yi Rb¨ cÖ‡Póv Pvjvq| Zviv
Ggbfv‡e g~j¨ wba©viY K‡i hv‡Z c‡Yï weµq e„w× cvq|
5. cÖwZ‡hvwMZv †gvKv‡ejv ev cÖwZnZ Kiv (Meeting or Preventing Competition): A‡bK cÖwZôvb,
Zv eo wKsev †QvU hvB †nvK bv †Kb, ïaygvÎ cÖwZ‡hvwMZv †gvKv‡ejv Kivi Rb¨ m‡PZbfv‡e c‡Yï g~j¨
wba©viY K‡i| GKB RvZxq cY¨ Drcv`‡Ki cÖwZ‡hvwMZv cÖwZnZ Kivi D‡Ïk¨ wb‡qI A‡bK cÖwZôvb
c‡Yï g~j¨ wba©viY K‡i _v‡K|
6. gybvdv e„w× Kiv (Maximizing Profit): AwaK cwigvY gybvdv AR©‡bi R‡b¨ A‡bK cÖwZôvb c‡Yï g~j¨
wba©viY K‡i| g~j¨ wba©vi‡Yi jÿ¨ wn‡m‡e AwaK gybvdv m¤¢eZ Ab¨vb¨ cwjwmi †P‡q eëmvqx‡ì g‡a¨
†ewk cQ›`bxq I AwaK eëüZ|
7. gyj¨-weewR©Z cÖwZ‡hvwMZv e„w× Kiv (Increasing Non-price Competition): cÖwZ‡hvwMiv A‡bK
†ÿ‡Î g~j¨ bv Kwg‡q Ab¨fv‡e wewµi cwigvY evwo‡q gybvdv e„w×i †Póv Pvjvq| ZvB cÖ‡Z¨K †Kv¤úvwbiB
†Póv Kiv DwPZ Ggbfv‡e g~j¨bxwZ wVK Kiv, hv‡Z Ab¨vb¨ cÖwZ‡hvMx‡ì g~j¨-wee©wRZ cÖwZ‡hvwMZv
†gvKv‡ejv Kiv m¤¢e nq|
gybvdv e„w× mvgvwRK `„wó‡KvY †_‡K Kvg¨ bq e‡j A‡b‡K Gi mgv‡jvPbv K‡i _v‡Kb| ZvB G e¨vcv‡i mveabZv
Aej¤^b Kiv cÖ‡qvRb| g~j¨ wba©vi‡Yi jÿ¨ nIqv DwPZ cÖ‡Z¨K c‡Yï Dci gybvdv ewa©Z bv K‡i mvgwMÖKfv‡e me
c‡Yï Dci gybvdv e„w× Kiv| A‡bK Drcv`K †gvUv gybvdv e„w×i j‡ÿ¨ KwZcq AvKl©Yxq wbw`©ó cY¨ webv jv‡f

wewµ K‡i MÖvnK AvKl©Y K‡i| AvMZ MÖvnKMY mvaviYZ Ab¨vb¨ c‡Yï cÖwZI `„wó †`q Ges Zv µq K‡i| d‡j
mvgwMÖKfv‡e cÖwZôv‡bi gybvdv e„w× cvq|
c‡Yï g~j¨ wba©vi‡Yi c×wZmg~n (Methods of Determining Price)

`xN©w`b a‡i bvbv cÖwZôvb bvbv `„wófw½ †_‡K Zv‡ì c‡Yï wfwËg~j¨ cÖwZôv K‡i‡Q| GB c×wZ¸‡jv we‡kølY
Ki‡j ‡m¸‡jv‡K wZbUv †kªYx‡Z wef³ Kiv hvq| GB `„wófw½ n‡jv-
1. e¨qwfwËK `„wófw½ ev G¨v‡cÖvP (Cost basd pricing)
2. †µZvwfwËK `„wófw½ ev G¨v‡cÖvP (Value based Pricing)
3. cÖwZ‡hvwMZvwfwËK `„wófw½ ev G¨v‡cÖvP (Competition based Pricig)
GB wZbwU `„wófw½i g‡a¨ mvaviY KZK¸‡jv c×wZ Av‡Q| †hgb, e¨q-wfwËK `„wófw½i g‡a¨ †h g~j¨ wba©viY
c×wZ¸‡jv c‡o Zv n‡jv hy³e¨q g~j¨, mg‡”Q` we‡kølY wfwËK g~j¨ Ges jÿ¨w¯’Z gybvdv g~j¨| Avi †µZv wfwËK
`„wófw½i g‡a¨ c‡o DcjwäK…Z g~j¨gvb g~j¨| GQvov, cÖwZ‡hvwMZvwfwËK `„wófw½i g‡a¨ c‡o Pjgvb nvi g~j¨ I
mxjK…Z g~j¨| GKUv wP‡Îi mvnv‡h¨ c‡Yï gyj¨ wba©vi‡Yi wewfbœ `„wófw½i GKUv mgwb¦Ziƒc †`Lv‡bv n‡jv| G
†_‡K Avcwb GK bR‡i c×wZ¸‡jv †`L‡Z cv‡eb| Gevi Zvn‡j G‡K G‡K c×wZ¸‡jv Av‡jvPbv Kiv hvK-
1. e¨qwfwËK `„wófw½ (Cost-Based Pricing): G `„wófw½ Abymv‡i c‡Yï g~j¨ wba©vi‡Y cY¨ Drcv`b I
evRviRvZ Kivi Rb¨ †h e¨q Kiv n‡q‡Q Zvi wfwË‡Z c‡Yï g~j¨ w¯’i Kiv nq| GB `„wófw½‡Z wZbUv
c×wZ wb‡¤œ Av‡jvPbv Kiv n‡jv-
(K) LiP †hvM K‡i gyj¨ wba©viY (Cost-Plus Pricing): G c×wZ Abymv‡i †gvU Drcv`b e¨‡qi mv‡_
Kvw•ÿZ gybvdv hy³ K‡i c‡Yï g~j¨ wba©viY Kiv nq| D`vniY¯îƒc,GK ‡KŠUv wµg Drcv`b Ki‡Z
hw` 10 UvKv LiP nq Ges Drcv`K hw` Drcv`b e¨‡qi Dci 20% gybvdv cÖZ¨vkv K‡ib, Z‡e
GK †KŠUv wµ‡gi weµq g~j¨ n‡e 12 UvKv (10+2)| G c×wZ LyeB mij Ges mn‡R cÖ‡qvM Kiv
hvq| wKšÍy Gi GKwU gvivZ¥K mxgve×Zv i‡q‡Q| G c×wZ eënvi Kivi mgq wewfbœ cÖKvi e¨q
h_v, cÖvwšÍK e¨q (Merginal costs), Mo †gvU e¨q (Average total cost), Mo cwieZ©bkxj e¨q,
Mo ¯’vqx e¨q BZ¨vw` we‡ePbv Kiv nq bv| A_P Drcv`‡bi n«vm-e„w×i mv‡_ mv‡_ Gme e¨qI
cÖfvweZ nq| G c×wZi mg_©Kiv g‡b K‡ib †h, Drcvw`Z mvgMÖx meB wewµ n‡q hv‡e| hw`
Drcv`‡bi cwigvY Kg nq, Z‡e me e¨q Kfvi K‡i gybvdv †`Lv‡bvi Rb¨ cÖ‡Z¨KUv BDwbU †ewk
`v‡g wewµ Ki‡Z n‡e| wKšÍy eëmv‡qi g›`vi ìæb Drcv`b n«vm ‡c‡j BDwbU g~j¨ evov‡bv DwPZ
n‡e bv| d‡j †`Lv hv‡”Q †h, G c×wZ‡Z evRv‡i Pvwn`vi cÖwZ g‡bv‡hvM †`qv nq bv| G Kvi‡Y
Drcv`K‡ì Rb¨ G c×wZi Dc‡hvwMZv we‡klfv‡e mxwgZ|
(L) mg‡”Q` we‡kølY (Breakeven Analysis): g~j¨ wba©vi‡Yi wfwË wn‡m‡e Av‡iKwU Dcvq mg‡”Q`
we‡kølY| mg‡”Q` we‡køl‡Yi cÖv_wgK c`‡ÿc n‡jv mg‡”Q` we›`y wbiƒcb (Break-even point)
Kiv| mg‡”Q` Ggb GKwU we›`y †hLv‡b KwZcq c‡Yï weµqjä Avq †gvU e¨‡qi mgvb nq (GKwU
AvbygvwbK weµq-g~‡jï wfwË‡Z)| d‡j wfbœ wfbœ weµq-g~‡jï Rb¨ wfbœ wfbœ mg‡”Q` we›`yi D™¢e
nq| mg‡”Q` we›`yi Dc‡i cY¨ weµq n‡j gybvdv nq; Avi mg‡”Q` we›`yi wb‡P weµq n‡j
†jvKmv‡bi wkKvi n‡Z nq|

600 †gvU Avq
500
jvf
400
mg‡”Q` we›`y
300 †gvU cwieZ©bkxj LiP
200
‡jvKmvb ¯’vqx LiP
100
0
1 2 3 4 5 6 7
weµq cwigvb (GKK)
wPÎ 5.6: mg‡”Q` we›`y

G wP‡Î †`Lv hv‡”Q, †Kv¤úvwb hLb c‡Yï 4 wU GKK wewµ Ki‡Q ZLbB mg‡”Q` we›`y‡Z †cuŠ‡Q
†M‡Q| †Kv¤úvwb hZ cwigvYB Drcv`b I wewµ KiæK bv †Kb, ¯’vqx e¨q 200 UvKv‡ZB w¯’i
_vK‡Q| GKK cÖwZ cwieZ©bkxj e¨q n‡jv 25 (100 UvKv ÷ 4)| †Kv¤úvwb hw` 4 GKK cY¨ wewµ
K‡i Zvn‡j †gvU e¨q n‡e 300 UvKv (4 GK‡Ki cwieZ©bkxj e¨q + ¯’vqx e¨q)| GKK cÖwZ weµq
g~j¨ 75 UvKv n‡j 4 GK‡Ki weµqvjä Avq n‡e 300 UvKv| d‡j ‡gvU e¨q I †gvU Avq mgvb|
GKB g~‡j¨ 4 GK‡Ki †ewk wewµ Ki‡j †Kv¤úvwb gybvdv AR©b Ki‡Z cvi‡e|
g~j¨ wbav©i‡Yi nvwZqvi wn‡m‡e mg‡”Q` we‡køl‡Yi cÖavb mxgve×Zv n‡jv, wewfbœ evRvi-Pvwn`v
we‡ePbvq Gi e¨_©Zv| c‡Yï g~j¨ wfbœ wfbœ n‡j c‡Yï Pvwn`v evRv‡i wKiƒc n‡e Zv we‡ePbv Kiv
nq bv e‡j mg‡”Q` we‡kølY cÖK…Z g~j¨ wbiƒc‡Y mwVK f~wgKv cvjb Ki‡Z cv‡i bv| Gi gva¨‡g ïay
ejv hvq †h, hw` (GKgvÎ hw`) we‡kl g~‡j¨ wbw`©ó cwigvY cY¨ wewµ Kiv hvq Z‡eB we‡µZv
mg‡”Q` we›`y‡Z †cuŠQ‡Z cvi‡e| mg‡”Q` wPÎ †_‡K Avgiv ej‡Z cvwi bv, we‡µZv ev¯Í‡e wbw`©ó
cwigvY cY¨ wewµ Ki‡Z cvi‡e wK-bv| evRv‡i aiveuvav g~‡j¨ †h cwigvY cY¨ wewµ n‡e Zv
mg‡”Q` we›`yi A‡bK wb‡PI n‡Z cv‡i| D`vniY¯îƒc, Av‡Mi D`vni‡Y †`Lv hv‡”Q, GKK cÖwZ
75 UvKv weµq-g~‡j¨ mg‡”Q` we›`y n‡jv 4 GKK| wKšÍy evRv‡i hw` 2wU ev 3wU GKK wewµ nq
nvn‡j †Kv¤úvwbi c‡¶ †eªK B‡fb Kiv m¤¢e n‡e bv- Zv‡K †jvKmvb w`‡Z n‡e|
2. eëmvwqK gh©v`vwfwËK g~j¨ c×wZ (Pricing based on trade position): c‡Yï †µZvi eëmvwqK
gh©v`vi wfwË‡Z wfwËg~‡jï ZviZg¨ NU‡Z cv‡i| GKRb †µZv cvBKviI n‡Z cv‡ib, Avevi LyPiv
we‡µZv ev wkíxq I cÖvwZôvwbK MÖvnKI n‡Z cv‡ib| Drcv`K cvBKvi Ges LyPiv we‡µZv Df‡qi wbKU
cY¨ weµq Kivi bxwZ AbymiY Ki‡j wZwb LyPiv we‡µZvi Zzjbvq cvBKv‡ii Rb¨ Kg g~j¨ wba©viY
Ki‡eb| Gfv‡e g~j¨ cv_©K¨ m„wó K‡i wZwb e›Ub cÖYvwj‡Z cvBKv‡ii ¯^v_© i¶v K‡ib|
3. f¨vjywfwËK g~j¨-wba©viY (Value-based pricing): Giƒc c×wZ‡Z c‡Yï g~j¨ wba©viY Kiv nq MÖvnK
KZ©„K c‡Yï g~j¨-m¤úwK©Z aviYvi wfwË‡Z, Drcv`‡Ki e¨‡qi wfwË‡Z bq| MÖvnKiv GKwU c‡Yï
Dc‡hvwMZv‡K KZUzKz g~jëvb g‡b K‡i, Zvi Dci wfwË K‡i Drcv`K c‡Yï g~j¨ wba©viY K‡i| G‡¶‡Î
MÖvnK‡ì/†fv³v‡ì cÖ‡qvRb I f¨vjy-m¤úwK©Z aviYv we‡kølY Kivi ci †fv³v‡ì aviYvK…Z g~j¨
(Perceived value) wnmve Kiv LyeB KwVb KvR| Z‡e M‡elYvi gva¨‡g Zv‡ì aviYv m¤ú‡K© Abygvb Kiv
m¤¢e| Z‡e Giƒc c×wZi e¨vcv‡i h‡_ó mveavbZv Aej¤^b Ki‡Z n‡e| KviY Drcv`K hw` †fv³v‡ì

Abygv‡bi Zzjbvq AwaK g~j¨ avh© K‡i, Zvn‡j evRvi nviv‡Z cv‡i| Avevi hw` g~j¨ Kg wba©viY Kiv nq,
Zvn‡j gybvdvi cwigvY K‡g hv‡e| ZvQvov, mg‡”Q` we‡køl‡Y AviI wKQz AbwygwZ MÖnY Kiv nq hv eëmv-
RM‡Z Am¤¢e| G‡Z Abygvb Kiv nq †h, e¨qmg~n w¯’i| ZvB †h †Kv¤úvwb‡Z Mo GKK-e¨q Nb Nb
DVvbvgv K‡i †mLv‡b mg‡”Q` we‡køl‡Yi g~j¨ †Zgb _v‡K bv| Abyiƒcfv‡e, evRv‡i Pvwn`v wn‡me Kivi
mgq mg‡”Q` we‡køl‡Y Pvwn`v cwiw¯’wZ‡K Lye mnRfv‡e MÖnY Kiv nq hv ev¯Í‡e RwUjI n‡Z cv‡i|
cÖK…Zc‡¶, cÖwZ‡hvwMZv I Ab¨vb¨ Kvi‡Y mg‡”Q` we›`yi cwigvY cY¨ †Kv¤úvwb wewµ Ki‡Z m¶g bvI
n‡Z cv‡i|
4. cÖwZ‡hvwMZvwfwËK g~j¨ wba©viY (Competitive Pricing): †Kvb †Kvb Drcv`K cÖwZ‡hvwMZvg~jK evRvi
g~‡jï wfwË‡Z wb‡Ri c‡Yï g~j¨ wba©viY K‡i _v‡K| G‡ÿ‡Î c‡Yï e¨q ev †µZv‡ì B”Qv mivmwi
we‡ePbv bv K‡i cÖwZ‡hvwMZvq wU‡K _vKvi k‡Z©i w`‡K bRi †Ìqv nq| GB `„wófw½‡Z `y'ai‡bi c‡Yï
g~j¨ wba©viY c×wZ Av‡Q| GB c×wZ `y'†Uv n‡jv-
(K) Pjgvb nvi c×wZ (Going Rate Pricing): GB c×wZ‡Z Ab¨ cÖwZ‡hvMxiv †h `v‡g cY¨ weµq
Ki‡Q †m `vg‡K wfwË a‡i wbR c‡Yï g~j¨ w¯’i Kiv nq| G‡ÿ‡Î †Kv¤úvwb ev cÖwZôvb cÖwZ‡hvMx
`v‡gi mgvb, Dc‡i ev wb‡P wbR c‡Yï `vg w¯’i Ki‡Z cv‡i| †QvU cÖwZôvb¸‡jv eo
†Kv¤úvwb¸‡jv‡K †ewk AbymiY K‡i| GB ai‡bi eo †Kv¤úvwb¸‡jv‡K †bZv wn‡m‡e wPwýZ Kiv
nq| Giv hLb g~j¨ cwieZ©b K‡i, ZLb †QvU cÖwZôvb¸‡jvI Zv‡ì c‡Yï g~j¨ cwieZ©b K‡i|
Pjgvb nvi g~j¨ wba©viY c×wZ GB Kvi‡Y fv‡jv †h, Gi d‡j g~j¨-hy× eÜ nq I mw¤§wjZ cÖÁv
cÖKvwkZ nq| †Kbbv mevB GKB g~j¨ AbymiY K‡i| d‡j GKUv hyw³hy³ gybvdv mevB jvf Ki‡Z
cv‡i| GKB wk‡íi AšÍM©Z mKj cÖwZ‡hvMxi g‡a¨ GB ai‡bi cY¨-g~j¨ wba©viY Ki‡Z †`Lv hvq|
(L) mxjK…Z ì c×wZ (Sealed-Bid Pricing): GB ai‡bi g~j¨ c×wZ mvaviYZ
cÖwZ‡hvwMZvg~jKfv‡e hLb g~j¨ cÖ`vb Ki‡Z nq ZLb eënvi Kiv nq| GB c×wZ‡Z cÖwZ‡hvMx Kx
g~j¨ w`‡Z cv‡i, Zvi Abygv‡bi wfwË‡Z c‡Yï g~j¨ w¯’i Kiv nq| G‡ÿ‡Î wbR c‡Yï e¨q ev
Pvwn`v †KvbUvB we‡ePbvq Avbv nq bv| GLv‡b †Kv¤úvwb ev cÖwZôvb K›Uªv± ev Pyw³Uv †c‡Z Pvq|
†m‡ÿ‡Î Zv‡K Ab¨ cÖwZôv‡bi †P‡q Kg `vgB w`‡Z n‡e| mvaviYZ †Kvb KvR cvIqvi Rb¨ †UÛvi
ev ìcÎ Rgv †`qvi mgq GB c×wZ‡Z c‡Yï g~j¨ w¯’i Kiv nq|
g~j¨ wbav©i‡Yi `yBwU c×wZ e¨qwfwËK `„wófw½ I †µZvwfwËK `„wófw½i g‡a¨

wkÿv_©xi KvR
cv_©K¨ wK?
mvims‡ÿc
mvaviYZ †Kvb cY¨ ev †mevi `vg‡K H c‡Yï ev †mevi g~j¨ ejv nq| cY¨g~j¨ wba©vi‡Yi D‡Ïk¨ n‡jv -
wewb‡qvM ev wbU wewµi Dci wbw`©ó gybvdv AR©b; g~j¨ w¯’wZkxjZv eRvq; evRvi AÿyYœ ivLv ev cwiea©b Kiv;
weµq cÖe„w×; cÖwZ‡hvwMZv †gvKv‡ejv ev cÖwZnZ Kiv; gybvdv e„w× Kiv Ges gyj¨-weewR©Z cÖwZ‡hvwMZv e„w× Kiv|
c‡Yï g~j¨ wba©vi‡Yi wZbwU c×wZ i‡q‡Q, †m¸‡jv n‡jv- e¨q wfwËK `„wófw½ ev G¨v‡cÖvP, †µZv wfwËK `„wófw½
ev G¨v‡cÖvP Ges cÖwZ‡hvwMZv wfwËK `„wófw½ ev G¨v‡cÖvP|


1| c‡Yï g~j¨ wba©vi‡Y KqUv `„wófw½ mvaviYZ AbymiY Kiv nq?
K) 1 Uv L) 2 Uv
M) 3 Uv N) 4 Uv
2| fvimvg¨ we›`y Kx?
K) †h we›`y‡Z Avq †ewk wKš‘ e¨q Kg L) †h we›`y‡Z Avq Kg wKš‘ e¨q †ewk
M) †h we›`y‡Z Avq I e¨q mgvb N) †h we›`y‡Z Avq I e¨h †ewk
3| ïaygvÎ Drcv`b e¨q we‡ePbv Kiv nq †Kvb c×wZ‡Z-
K) Pjgvb ì c×wZ L) f¨vjywfwËK g~j¨ c×wZ
M) LiP †hvM g~j¨ wbav©iY c×wZ N) mxjK…Z ì c×wZ|
4| ïaygvÎ †µZv‡ì gZvg‡Zi wfwË‡Z †h cY¨ g~j¨ w¯’i nq Zv‡K e‡j-
K) Pjgvb g~j¨ L) f¨vjywfwËK/ DcjwäK…Z g~j¨
M) mxjK…Z g~j¨ N) cÖwZ‡hvMx g~j¨|
5| g~j¨ ej‡Z wb‡Pi †KvbUv eySvq?
K) cY¨ ev †mevi †h †Kvb g~j¨gvb L) cY¨ ev †mevi avh©K…Z g~j¨gvb
M) cY¨ ev †mevi avh©K…Z Avw_©K g~j¨gvb N) cY¨ ev †mevi e¯ÍzMZ g~j¨gvb|

cvV-5.6 g~j¨ wm×v‡šÍi Dci cÖfvewe¯ÍviKvix Dcv`vbmg~n I g~j¨-mgš^q

†KŠkjmg~n
Factors Influencing Price Determination and Price
Adjustment Strategies
D‡Ïk¨

• g~j¨-wm×v‡šÍi Dci cÖfvewe¯ÍviKvix Dcv`vbmg~n eY©bv Ki‡Z cvi‡eb; Ges
• g~j¨-mgš^q †KŠkjmg~n e¨vL¨v Ki‡Z cvi‡eb|
c‡Yï cÖK…wZ, cÖwZ‡hvwMZvg~jK cÖwZwµqv, Drcv`b ev µq LiP, evÆv

g~L¨ kãgvjv(Keywords) g~j¨, evÆv g~j¨ wba©viY, bM` evÆv|
c‡Yï g~j¨ wba©vi‡Y cÖfvewe¯ÍviKvix Dcv`vbmg~n (Factors Influencing Price

Determination)
c‡Yï g~j¨ wba©viYKv‡j wewfbœ Dcv`vb cÖfve we¯Ívi K‡i _v‡K| †m¸‡jv m¤ú‡K© wb‡¤œ Av‡jvPb Kiv n‡jv-
1. cÖwZ‡hvwMZvg~jK cÖwZwµqv (Competitive Reactions): eZ©gvb I m¤¢ve¨ cÖwZ‡hvwMZv we‡ePbv
c‡Yï g~j¨ wba©vi‡Yi †ÿ‡Î LyeB ¸iæZ¡c~Y|© †h me †ÿ‡Î gybvdvi m¤¢vebv D¾¡j Ges mn‡R cÖ‡ek
Kiv hvq, †m me c‡Yï fwel¨r cÖwZ‡hvwMZv cÖej n‡Z cv‡i| ZvQvov, mgRvZxq cY¨, weKí cY¨
BZ¨vw` †_‡KI cÖwZ‡hvwMZv Av‡m| GB cÖwZwµqv we‡ePbvq G‡b cY¨ gyj¨ w¯’i Kiv DwPZ Zv bv n‡j
evRvi †_‡K DrLvZ n‡q hvIqvi m¤¢vebv _v‡K|
2. c‡Yï cÖK…wZ (Nature of the Products): Kx ai‡bi cY¨, cYÜv bZzb A_ev cyivZb, c‡Yï
eënvi êwkó¨ Kx BZ¨vw` Ab¨vb¨ A‡bK êwkó¨ we‡ePbv K‡i c‡Yï g~j¨ wba©viY Kiv ìKvi| wkí
cY¨ I †fvM¨cY¨ `y'ai‡bi êwkó¨hy³ weavq g~j¨ wba©vi‡Yi †ÿ‡ÎI wfbœ welq we‡ePbv Kiv nq|
Avevi †fvM¨c‡Yï g‡a¨ bvbv iK‡gi cY¨ Av‡Q| cÖ‡Z¨‡Ki †ÿ‡Î wfbœ wfbœ `„wófw½ eënvi K‡i g~j¨
wba©viY Kiv nq|
3. Drcv`b ev µq LiP (Cost of Production or Buying): c‡Yï Drcv`b e¨q ev c‡Yï µqg~j¨
c‡Yï g~j¨ wba©vi‡Yi gyL¨ we‡eP¨| †Kbbv c‡Yï g~‡jï gva¨‡g GB e¨q wbe©vn Ki‡Z bv cvi‡j
cÖwZôvb †jvKmv‡b c‡o hv‡e| GB e¨‡qi mv‡_ gybvdv †hvM K‡i mvaviYZ weµqg~j¨ avh©¨ Kiv nq|
ZvB Drcv`b e¨q ev µq e¨q Rvbv LyeB ¸iæZ¡c~Y|©
4. A_©‰bwZK Ae¯’v (Economic Conditions): †`‡ki A_©‰bwZK Ae¯’v cÖejfv‡e c‡Yï g~j¨
wba©viY‡K cÖfvweZ K‡i| ZvB gy`vª ùxwZ, mg„w× ev g›`v, my‡ì nvi BZ¨vw` A_©‰bwZK Dcv`vb
we‡ePbvq G‡b c‡Yï g~j¨ wba©viY Kiv ìKvi| †Kbbv, GB Ae¯’v c‡Yï g~j¨gvb, †µZv Dcjwä I
m‡e©vcwi Drcv`b e¨q‡K cÖfvweZ K‡i|
5. miKvix wewaweavb (Government Regulations): cY¨g~j¨ wba©vi‡Yi mgq miKvix wewa-weavb
we‡ePbvq Avbv ìKvi| †Kvb AvBbMZ evaëvaKZv _vK‡j ev miKvix bxwZi cwicwš’ n‡j ev Ab¨
†Kvb wewa hv g~j¨‡K cÖfvweZ Ki‡Z cv‡i Zv we‡ePbv Kiv ìKvi|

GB me Dcv`vb we‡ePbv Kivi g~j D‡Ïk¨ n‡”Q Ggb GKUv c‡Yï g~j¨ w¯’i Kiv hv †µZv‡ì Kv‡Q MÖnY‡hvM¨
n‡e| †mB mv‡_ †`‡ki A_©mvgvwRK I AvBbMZ †cÖÿvc‡U cÖ‡qvM‡hvM¨ n‡e| c‡Yï g~j¨ wba©vi‡Yi mvgwMÖK a¨vb-
aviYvi ¯^”Q Dcjwä cÖ‡Z¨K Drcv`K ev we‡µZvi Rb¨ Avek¨K| GB aviYv wb‡q †m cÖK…Z c‡Yï g~j¨ wba©viY
Ki‡e| c‡Yï gyj¨ wba©vi‡Yi c×wZ m¤ú‡K© ZvB Avgv‡ì cieZx© Av‡jvPbv|
g~j¨-mgš^q †KŠkjmg~n (Price Adjustment Strategies)

†fŠ‡MvwjK Pvwn`v I e¨q, evRvi wefvR‡bi cÖ‡qvRbxqZv, µ‡qi mgq, AW©v‡ii msL¨v, mieiv‡ni e¨vwß I
wbðqZv, †mevi Pzw³ Ges Ab¨vb¨ Dcv`v‡bi wfwË‡Z g~j¨ KvVv‡gvq cwieZ©b Ki‡Z nq| wb‡¤œ g~j¨ mgš^‡qi
†KŠkj¸‡jv Av‡jvPbv Kiv n‡jv:
1. evÆv g~j¨ I GjvDÝ (Price Discount and Allowance): `ªæZ g~j¨ cwi‡kva, e¨vcK µq Ges Ad-
wmR‡b µ‡q DØy× Kivi Rb¨ AwaKvsk †Kv¤úvwbB ZvwjKv g~‡jï mgš^q K‡i Ges evÆv I wewfbœ Qvo
(Allowance) †`q| wb‡¤œ g~j¨ mgš^q †KŠkj¸‡jv Av‡jvPbv Kiv n‡jv-
K) evÆvK…Z g~j¨ wba©viY (Discount pricing): cÖwZwôZ A_ev wba©vwiZ ZvwjKv g~‡jï †P‡q Kg g~j¨
avh© Kiv‡K evÆv g~j¨ wba©viY ejv nq| G‡ÿ‡Î Av‡M wba©vwiZ g~‡jï †P‡q Kg g~‡j¨ cY¨ cÖ`vb Kiv
nq| wb‡¤œ Giƒc †KŠkj¸‡jv Av‡jvPbv Kiv n‡jv:
i) bM` evÆv (Cash Discounts): wba©vwiZ mg‡qi Av‡M g~j¨ cwi‡kvaKvix †µZv‡ì Rb¨
g~j¨ n«vm Kiv n‡j Zv‡K bM` evÆv ejv nq| †hgb-5/10, wbU 30| G‡ÿ‡Î wba©vwiZ 30
w`‡bi g‡a¨ mgy`q A_© cwi‡kva Kivi K_v _vK‡jI †µZv H A_© 10 w`‡bi g‡a¨ cwi‡kva
Ki‡j Zv‡K kZKiv 5 fvM evÆv †`qvi K_v ejv n‡q‡Q| mvaviYZ c‡Yï weµq g~j¨ `ªæZ
Av`v‡qi Rb¨ evÆv †`qv nq| ZvQvov bM` A‡_©i mgm¨v `~i Kiv, KyFb n«vm, Av`vq LiP n«vm
Ges cyb:wewb‡qv‡Mi Rb¨ we‡µZviv bM` evÆv cÖ`vb K‡i|
ii) Kvh©wfwËK evÆv (Functional Discounts): cY¨ weµ‡qi m‡½ RwoZ wewfbœ
ga¨¯’eëmvqxi Kvh©µg myôzfv‡e cwiPvjbv I Zv‡ì‡K Drmvn †`qvi Rb¨ cÖ`Ë evÆv‡K
Kvh©wfwËK ev eëmvwqK evÆv ejv nq| †hgb, cvBKvwi ev LyPiv eëmvqx‡K ZvwjKv g~‡jï
Dci 5% ev 10% evÆv †`qv| mvaviYZ LyPiv g~j¨-ZvwjKv n‡Z wbw`©ó cwigvY evÆv †`hv
nq|
iii) cwigvY evÆv (Quantity Discounts): G‡ÿ‡Î wecyj cwigvY cY¨ µqKvix †µZv‡ì‡K
µ‡qi cwigvY wfwË‡Z evÆv †`qv n‡j Zv‡K cwigvY evÆv ejv nq| †hgb- 1wU †_‡K 9wU
cY¨ µqKvix †µZv‡ì †ÿ‡Î †Kvb evÆv †`qv n‡e bv| Z‡e 10-19wU c‡Yï †µZv‡ì 2%
Ges 20 †_‡K 29wU c‡Yï †µZv‡ì 3% evÆv †`qv| c‡Yï weµq eov‡bvi Rb¨ G ai‡bi
evÆv †`qv nq| c‡Yï weµq evov‡j bM` A‡_©i cÖevn e„w× cvq Ges gRy`KiY LiP
ga¨¯’eëmvqxiv enb K‡i| ZvQvov GK‡Î A‡bK cY¨ cwien‡bi d‡j cwienb LiPI wKQyUv
n«vm cvq|
iv) ‡gŠmywg evÆv (Seasonal Discounts): ‡gŠmywg Qvov Ab¨ mg‡q cY¨ µqKvix †µZv‡ì †h
evÆv †`qv nq Zv‡K †gŠmywg evÆv ejv nq| †hgb, kx‡Zi mg‡q ê`y¨wZK cvLvi GKK g~j¨
50 ‡_‡K 100 UvKv Kg avh© Kiv ‡h‡Z cv‡i| †gŠmywg Qvov Ab¨ mg‡q c‡Yï g~j¨
Zzjbvg~jKfv‡e Kg avh© Kiv nq hv‡Z †µZviv H mg‡qI cY¨wU µ‡q AvMÖnx nq| Gi d‡j
mviv eQi c‡Yï Drcv`b Ae¨vnZ ivLv m¤¢e nq| G ai‡bi evÆv cÖ`v‡bi d‡j gRy`KiY
LiP n«vm cvq|
L) g~j¨Qvo (Allowance): ZvwjKv-g~‡jï †P‡q wKQzUv Kg g~j¨ MÖnY Kiv n‡j Zv‡K g~j¨Qvo ejv
nq| †hgb, eëüZ ev evwZj cyi‡bv Kw¤úDUv‡ii gwbU‡ii e`‡j bZzb gwbUi eZ©gvb g~‡jï †P‡q
Kg g~‡j¨ cÖ`vb Kiv|

2. cÖmvig~jK g~j¨ wba©viY (Promotional pricing): wecYb wgkÖY Kvh©vewj m¤úv`‡bi wfwË‡Z c‡Yï g~j¨
wba©viY Kiv n‡j Zv‡K cÖmvig~jK g~j¨ ejv nq| †hgb, gvÎ wZb w`‡bi Rb¨ 5% g~j¨ n«vm| wb‡¤œ
cÖmvig~jK g~j¨ wba©vi‡Yi c¯’v m¤ú‡K© Av‡jvPbv Kiv n‡jv-
K) †jvKmvb-†bZv g~j¨ (Loss-Leader Pricing): †`vKv‡b †µZv‡ì wfo evov‡bvi Rb¨ eûj
cwiwPZ eª¨v‡Ûi cY¨-g~j¨ n«vm Kiv n‡j Zv‡K †jvKmvb-†bZv g~j¨ ejv nq|
L) we‡kl NUbvwfwËK g~j¨ (Special-Event Pricing): AvKl©Y evov‡bvi Rb¨ we‡µZviv wbw`©ó †Kvb
ce© ev Drme Dcj‡ÿ c‡Yï we‡kl g~j¨ wba©viY Ki‡j Zv‡K we‡kl-NUbvwfwËK g~j¨ ejv nq|
†hgb- wek¦Kvc wµ‡KU Dcj‡ÿ †Uwjwfk‡bi g~j¨ n«vm A_ev C` ev c~Rv Dc‡ÿ c‡Yï g~j¨ n«vm,
BZ¨vw`|
M) Kg my‡` A_©vqb (Low-Interest Financing): c‡Yï g~j¨ bv Kwg‡qI evwK‡Z Kg my‡`
†µZv‡ì Kv‡Q weµ‡qi c`‡ÿc †bqv n‡j Zv‡K Kg-my‡` A_©vqb g~j¨ ejv nq| †hgb-wm½vi
†Kv¤úvwb B‡jKUªwb· cY¨ G c¯’vq wewµ K‡i| G †KŠk‡j †Kv¤úvwb ZvwjKv g~j¨ Abyhvqx wbw`©ó
mg‡qi g‡a¨ cwi‡kv‡ai k‡Z© evwK‡Z cY¨ w`‡Z cv‡i A_ev my` avh© K‡i mn‡R cwi‡kva‡hvM¨
wKw¯Í‡Z wewµ Ki‡Z cvwi|
N) wbðqZv `vb Ges †mev Pzw³ (Warranties and Service Contracts): cY¨ m¤ú‡K© wbðqZv
cÖ`vb Ges webvg~‡j¨ †mev`v‡bi eë¯’v Ki‡j Zv‡K wbðqZv`vb I †mev Pzw³ g~j¨ ejv nq| wewfbœ
†gqv‡` Iqv‡iw›Uhy³ c‡Yï g~j¨ Iqv‡iw›Uwenxb c‡Yï g~j¨ †_‡K †ewk nq| †hgb, wZb erm‡ii
Iqv‡iw›Uhy³ B‡jKwUªK cvLvi g~j¨ 1320 UvKv Ges `k erm‡ii Iqv‡iw›Uhy³ cvLvi g~j¨ 1420
UvKv|
O) bM` Qvo (Cash Rebates): ZvwjKv-g~‡jï †P‡q wKQzUv Kg g~‡j¨ cY¨ †`qv n‡j Zv‡K bM` Qvo
ev bM` wi‡eU ejv nq| †hgb, evUv my¨ †Kv¤úvwb KZ…K© wKQzUv Kg g~‡j¨ ÒevrmwiK wK¬qv‡iÝ †mjÓ-
Gi Advi †`qv| gRy` cY¨ ZvovZvwo wewµi D‡Ï‡k¨ bM`Qvo†KŠkj eëüZ nq|
wkÿv_©xi KvR g~j¨ mgš^q Kivi Rb¨ 4wU evÆv †KŠkjmg~n wjLyb|
mvims‡ÿc
c‡Yï g~j¨ wba©vi‡Y cÖfvewe¯ÍviKvix wewfbœ Dcv`vbmg~n n‡jv - cÖwZ‡hvwMZvg~jK cÖwZwµqv, c‡Yï cÖK…wZ,
Drcv`b ev µq LiP, A_©‰bwZK Ae¯’v I miKvix wewaweavb| g~j¨ mgš^q Kivi Rb¨ wewfbœ †KŠkj eënvi Kiv
nq| ‡mB †KŠkjmg~n n‡jv - evÆv g~j¨ I myweav I cÖmvig~jK g~j¨ wba©viY|

1| c‡Yï g~j¨ wba©viY Kivi KviY Kx?
K) jÿ¨w¯’Z gybvdv AR©b L) g~j¨ w¯’wZkxj ivLv
M) evRvi e„w× ev AÿzYœ ivLv N) Dc‡ii me K'wU|
4| wba©vwiZ mg‡qi Av‡M g~j¨ cwi‡kvabKvix †µZv‡ì Rb¨ g~j¨ n«vm Kiv n‡j Zv‡K wK ejv nq?
K) bM` evÆv L) cwigvY evÆv
M) Kvh©wfwËK evÆv N) ‡gŠmywg evÆv|

3| c‡Yï g~j¨ wba©vi‡Yi we‡eP¨ welq wn‡m‡e wb‡Pi †KvbwU D‡jøL Kiv hvq bv-
K) c‡Yï is I myevm L) c‡Yï cÖK…wZ
M) c‡Yï Drcv`b LiP N) miKvix wewa weavb|
4| ZvwjKv g~‡jï †P‡q wKQzUv Kg g~j¨ MÖnY Kiv n‡j Zv‡K wK ejv nq?
K) Qvo L) ‡gŠmywg evÆv
M) Kvh©wfwËK evÆv N) cwigvY evÆv|
P~ovšÍ g~j¨vqb
m„Rbkxj cÖk-œ 1
wgm wgZz wWcwd«R µq Kivi Rb¨ 3 Rb eÜzmn XvKv wbDgv‡K©‡U †M‡jb| wewfbœ †`vKvb Ny‡i wewfbœ eª¨v‡Ûi
wWcwd«R †`‡L ¯‹vB kc †_‡K ÔUªvB÷viÕ eª¨v‡Ûi wWcwd«R wKb‡jb| KviY ÔUªvB÷viÕ Ab¨ wWcwd«‡Ri †P‡q eo,
¯’vwqZ¡ †ewk Ges 10 eQ‡ii Iqv‡iw›Uhy³| ¯‹vB k‡ci eë¯’vcK µqg~‡jï Dci 15% jv‡f wWcwd«RwU wewµ
Ki‡jb| `vg GKUz †ewk n‡jI wg. wgZz wd«RwU wK‡b mš‘ó|
K. cY¨ Kx? 1
L. c‡Yï RxebP‡µi †Kvb& ¯Í‡i wewµi cwigvY m‡e©v”P nq? e¨vL¨v Kiæb| 2
M. DÏxc‡K DwjøwLZ cY¨wU †Kvb& ai‡bi cY¨? e¨vL¨v Kiæb| 3
N. ¯‹vB k‡ci eë¯’vcK KZ©„K M„nxZ wWcwd«‡Ri g~j¨ wba©viY c×wZwU g~j¨vqb Kiæb| 4
m„Rbkxj cÖk-œ 2
wg. mvgmy ev›ìev‡b GKwU †Kvì †÷v‡iR M‡o †Zv‡jb| D³ †Kvì †÷v‡i‡R cvnvox KgjvPvwl I eëmvqxiv
Kgjv msiÿY K‡ib| D³ Kgjvi cÖK…wZ I êwkó¨ Abymv‡i evQvB K‡i mviv‡`‡ki †µZv‡ì Pvwn`v †gUv‡bv nq|
Gi d‡j †µZviv †hgb cQ›` Abymv‡i Kgjv †fvM Ki‡Z cv‡i, †Zgwb KgjvPvwl I eëmvqxivI Dchy³ g~j¨ †c‡q
_v‡K| G‡Z wg. mvgmyi cvkvcvwk KgjvPvwl I eëmvqxivI Avw_©Kfv‡e jvfevb n‡”Qb|
K. g~j¨ Kx? 1
L. †fv³v‡ì †Kb wecYb wgkÖ‡Yi †K›`ªwe›`y‡Z ivLv nq? Ñ e¨vL¨v Kiæb| 2
M. wg. mvgmyi Kvh©µ‡gi gva¨‡g †Kvb& ai‡bi Dc‡hvM m„wó n‡q‡Q? e¨vL¨v Kiæb| 3
N. †µZv‡ì cQ›` Abymv‡i Kgjv †c‡Z DÏxc‡K †h wecYb KvRwU m¤úv`b Kiv n‡q‡Q Zvi h_v_©Zv Zz‡j
aiæb| 4
m„Rbkxj cÖk-œ 3
ÔAbšÍ d¨vkb nvDRÕ-Gi gvwjK Rbve ¯^cxœ j MvRxcy‡ii wewfbœ Mv‡g©›Um †_‡K iæwPm¤§Z wewfbœ wWRvB‡bi ˆZwi
†cvkvK µq K‡ib| wZwb 20% gybvdvq †cvkv‡Ki weµq g~j¨ wba©viY K‡ib| Avmbœ C` Dcj‡ÿ wZwb wewfbœ
ai‡bi g~j¨Qvo w`‡q †µZv‡ì AvK…ó Kivi wm×všÍ wb‡q‡Qb|
K. Riæwi cY¨ Kx? 1
L. Òmyweav cY¨ wbqwgZ µq Kiv nq|Ó Ñ e¨vL¨v Kiæb| 2
M. DÏxc‡K AbšÍ d¨vkb nvD‡Ri gvwjK Rbve ¯^cxœ j g~j¨ wba©vi‡Yi †ÿ‡Î †Kvb& c×wZ AbymiY K‡ib?
e¨vL¨v Kiæb| 3
N. Òwewfbœ ai‡bi g~j¨Qvo c‡Yï weµq evov‡Z mvnvh¨ Ki‡eÓ Ñ Avcwb wK G Dw³i mv‡_ GKgZ? hyw³
w`b| 4
m„Rbkxj cÖk-œ 4
PgK B‡jKUªwb· Rvcv‡bi weL¨vZ Òmwb eªv‡ÛiÓ †Uwjwfkb Avg`vwb K‡i| cÖwZôvbwU cY¨ weµ‡qi †ÿ‡Î
†µZv‡ì 10 eQ‡ii weµ‡qvËi †mevi wbðqZv †`q| G‡Z cÖwZôvbwU †µZv‡ì wbKU †_‡K e¨vcK mvov cvq|

K. c‡Yï RxebPµ Kx? 1

L. ÒwecYb wgkÖ‡Yi GKwU ¸iæZ¡c~Y© nvwZqvi nj g~j¨Ó Ñ e¨vL¨v Kiæb| 2
M. c‡Yï g~j¨ wm×v‡šÍi Dci cÖfvewe¯ÍviKvix 3 wU Dcv`vb eY©bv Kiæb| 3
N. ÔPgK B‡jKUªwb·-Gi Avg`vwbK…Z †Uwjwfkb wecY‡b weµ‡qvËi †mev AZ¨šÍ ¸iæZ¡c~YÕ© Ñ Dw³wU we‡kølY
Kiæb| 4
m„Rbkxj cÖk-œ 5
wb‡P c‡Yï RxebP‡µi ¯Íi¸‡jv D‡jøL K‡i Av‡jvPbv Kiv n‡jv:
K. ¯’vqx e¨q Kx? 1

L. Break-Even-analysis ej‡Z Kx †evSvq? 2
M. c‡Yï RxebP‡µi †Kvb& ¯Í‡i weµq I gybvdv `ªæZ e„× †c‡Z _v‡K? e¨vL¨v Kiæb| 3
N. c‡Yï RxebP‡µi G‡KK ¯Í‡i wecYb †KŠkj G‡KK iKg nIqvi KviY Kx? we‡kølY Kiæb| 4
DËigvjv
cv‡VvËi g~j¨vqb- 5.1 : 1. N, 2. N, 3. K,
cv‡VvËi g~j¨vqb- 5.2 : 1. N, 2. N, 3. K, 4. L,
cv‡VvËi g~j¨vqb- 5.3 : 1. M, 2. N, 3. K, 4. K, 5. L. 6. K.
cv‡VvËi g~j¨vqb- 5.4 : 1. K, 2. M, 3. L, 4. M, 5. L.
cv‡VvËi g~j¨vqb- 5.5 : 1. M, 2. M, 3. M, 4. L, 5. M.
cv‡VvËi g~j¨vqb- 5.6 : 1. N, 2. K, 3. K, 4. K,
fvebvi AšÍiv‡j
wKQzw`b Av‡MI †µZviv †`vKv‡b †h‡q cY¨ µq Kivi mgq hvPvB evQvB K‡i
cY¨ µq KiZ| wKš‘ GLb †µZviv AbjvB‡b c‡Yï Z_¨ msMÖn K‡i mn‡RB
Zvi µ‡qi wm×všÍ MÖnY K‡i| we‡µZv Zv‡ì I‡qemvB‡U wewfbœ cÖvšÍ †_‡K
c‡Yï Qwe Zz‡j, weeiYmn †µZv‡ì Kv‡Q mieivn Ki‡Q| Avevi †`vKv‡b
we‡µZv cY¨ µq Kivi Av‡M cY¨ eënviwewa †µZv‡K we¯ÍvwiZfv‡e eywS‡q
Photo credit: www.flickr.com
w`‡”Q| ïay ZvB bq c‡Yï mv‡_ mswkøó †mev, weµ‡qvËi †mev, †nvg †Wwjfvwi
BZ¨vw` mievin K‡i c‡Yï MÖnY‡hvM¨Zv †µZvi g‡b ˆZwi Ki‡Q| cY¨ GLb
ïay e¯‘MZ Dc‡hvwMZv bq Gi mv‡_ Avbylvw½K †mevI RwoZ|
Z_¨m~Î:
6. Stanton. W, J., Foundamental of Marketing.

cY¨ eÈb cÖYvjx BDwbU
Product Distribution Channel 6
cY¨ Drcv`‡bi D‡Ï‡k¨ n‡jv †fvM| Avi cY¨mvgMÖxi †fvM wbwðZ Kivi Rb¨ Zv †fv³vi Kv‡Q †cŠ‡Q †Ìqv
cÖ‡qvRb| Drcv`K Zvi Drcv`‡bi ¯^v‡_©B Drcvw`Z cY¨ †fv³vi Kv‡Q †cŠ‡Q †èvi Rb¨ h‡_vchy³ cš’v D™¢veb
K‡i| Drcv`K wb‡R m¤¢e n‡j Zvi cY¨ mivmwi †fv³vi wbKU mieivn Ki‡Z cv‡i| Avi hw` mivmwi cY¨
mieivn Avw_©K ev Ab¨vb¨ w`K †_‡K AjvfRbK I AmyweavRbK g‡b nq, Z‡e Drcv`K Ab¨ †Kvb e¨w³ ev
cÖwZôv‡bi mvnvh¨ wb‡Z cv‡i| mivmwi ev Z„Zxq cÿ †h gva¨‡gB †nvK, Drcvw`Z cY¨ †fv³vi wbKU †cÖiY Kivi
Rb¨ †h c×wZ ev eë¯’v MÖnY Kiv nq ZvB e›Ub cÖYvjx bv‡g cwiwPZ| Drcv`K I †fv³v, G `yÕc‡ÿi g‡a¨ hviv
†hvMm~Î ¯’vcb K‡i Zv‡ì ejv nq ga¨¯’eëmvqx (Middlemen)| Drcv`‡Ki wbKU †_‡K cY¨ µq K‡i †fv³vi
wbKU Zviv cY¨ wewµ K‡i| Drcv`K I †fv³v‡K hw` Avgiv GKUv mo‡Ki `yB cÖvšÍ wn‡m‡e g‡b Kwi, Z‡e GK
cÖvšÍ †_‡K GKwU cY¨ Aci cÖv‡šÍ †cuŠQv‡bvi Kv‡R ga¨¯’eëmvqx wb‡qvwRZ _v‡K| †h c_ ev c×wZ a‡i cY¨mvgMÖx
Drcv`‡Ki wbKU †_‡K †fv³vi wbKU †cuŠ‡Q †mB c_ ev c×wZB e›Ub cÖYvjx bv‡g eëmv RM‡Z cwiwPZ|Giv
mvaviYZ †fv³v‡ì Kv‡Q cY¨ mieivn Kivi †ÿ‡Î ¯’vbMZ, mgqMZ I e¨w³MZ cÖwZeÜKZv `~i K‡i c‡Yï bZzb
bZzb Dc‡hvM m„wó‡Z mnvqZv K‡i|Drcv`‡Ki wbKU †_‡K †fv³vi wbKU cY¨ †cÖiY cÖwµqvq †hme ga¨¯’eëmvqx
Ges Ab¨vb¨ †µZv I we‡µZv RwoZ _v‡K Zv‡ì‡KI mw¤§wjZfv‡e e›Ub cÖYvjx bv‡g AwfwnZ Kiv nq| e›Ub
cÖYvjx‡Z Drcv`K I P~ovšÍ †fv³v (Final consumer) QvovI Aš©Ífy³ _v‡K me©cK Ö vi G‡R›U I gv‡P©›U RvZxq
ga¨¯^Z‡¡ fvMx (Intermediaries) hviv c‡Yï ¯^Z¡ n¯ÍvšÍ‡i RwoZ _v‡K| eÈb cÖYvjxi MwZkxjZvi Dci GKwU
†Kv¤úvwbi mv_©KZv A‡bKvs‡k wbf©i K‡i| GUv LyeB ¸iæZ¡c~Y© GB Kvi‡Y †h, wecY‡bi Ab¨ PjK¸‡jv mn‡RB
cwieZ©b Kiv †M‡jI GB PjKwUi cwieZ©b Lye e¨qeûj I Kó mva¨| d‡j wecYbKvix‡K eZ©gvb Ges fwel¨‡Zi
evRviRvZKi‡Yi cwi‡ek we‡ePbv K‡i mZ©KZvi mv‡_ eÈb cÖYvjx wWRvBb Ki‡Z n‡e|
cvV-1 : eÈb cÖYvjx: aviYv, †kªwYwefvM I Kvh©vewj
cvV-2 : ga¨¯’ eëmvqx: aviYv, êwkó¨, Kvh©vewj I cÖKvi‡f`
cvV-3 : ‡fvM¨cY¨, wkí cY¨, †mev I K…wlc‡Yï eÈb cÖYvwj
cvV-6.1 cY¨ eÈb cÖYvwj: aviYv, †kÖwYwefvM I Kvh©vewj

Product Distribution Channel: Concept, Classification
and Functions
D‡Ïk¨

• c‡Yï eÈb cÖYvwj m¤ú‡K© aviYv Ki‡Z cvi‡eb;
• eÈb cÖYvwji D‡Ïk¨/¸iæZ¡ e¨vL¨v Ki‡Z cvi‡eb;
• eÈb cÖYvwji †kÖwYwefvM Ki‡Z cvi‡eb; Ges
• eÈb cÖYvwji Kvhv©ewj eY©bv Ki‡Z cvi‡eb|
wWjvi, cwi‡ekK, cvBKvi, LyPiv eëmvqx, cÖZ¨ÿ e›Ub, c‡ivÿ e›Ub|

c‡Yï eÈb cÖYvjxi aviYv (Concept of Product Distribution Channel)

cY¨-Drcv`K I we‡µZv cÖwZôvb‡K LyeB ¸iæ‡Z¡i mv‡_ e›Ub cÖYvwj m¤úwK©Z wm×všÍ wb‡Z nq| wecYb
welqK me©cÖKvi wm×v‡šÍi g‡a¨ e›Ub cÖYvwj welqK wm×všÍ n‡jv me‡P‡q ¸iæZ¡c~Y© wm×všÍ¸‡jvi Ab¨Zg| e›Ub
cÖYvwj msµvšÍ wm×všÍ Ab¨ mKj wecYb wm×všÍ‡K mivmwi cÖfvweZ K‡i| c‡Yï g~j¨ wba©viY, weµqKg©xi msL¨v
wba©viY, weÁvc‡bi e¨vcKZv wbiƒcY BZ¨vw` e›Ub cÖYvwj Øviv cÖfvweZ nq| e›Ub cÖYvwji e¨vcv‡i †h‡Kvb ai‡bi
Ae‡njv gvivZ¥K wech©q †W‡K Avb‡Z cv‡i| ‡h‡Kvb †Kv¤úvwb h‡_ó DbœZgv‡bi cY¨ ˆZwi K‡iI cvBKvi ev LyPiv
eëmvqx‡ì mn‡hvwMZv bv †c‡j eëmvq ¸wU‡q †dj‡Z eva¨ nq| Avevi, A‡bK cÖwZôvb e›Ub cÖYvwji m`m¨‡ì
(wWjvi, cwi‡ekK, cvBKvi, LyPiv eëmvqx BZ¨vw`) mv‡_ mym¤úK© cÖwZôvi gva¨‡g eëmv‡q Afvebxq mvdj¨ AR©b
Ki‡Z mÿg n‡q‡Q|
eÈb cÖYvjxi msÁv (Definition of Distribution Channel)

Drcv`‡Ki wbKU †_‡K P~ovšÍ †fv³v ev eënviKvixi wbKU cY¨ †cŠQv‡bvi Kv‡R wb‡qvwRZ Ges c‡Yï gvwjKvbv
n¯ÍvšÍ‡ii m‡½ RwoZ e¨w³ ev cÖwZôv‡bi mgwó‡K eÈb cÖYvjx ejv nq| e›Ub cÖYvwj ÔwecYb cÖYvwjÕ (Marketing
Channel) bv‡gI cwiwPZ| cY¨ Drcvw`Z nq g~jZ †fv³vi †fv‡Mi Rb¨| ZvB Drcvw`Z cY¨ hZÿY ch©šÍ
†fv³vi wbKU bv mieivn Kiv n‡”Q, ZZÿY ch©šÍ †fv³v A_ev Drcv`K Kv‡iv D‡Ïk¨ c~Y© n‡e bv| A‡bK mgq
Drcvw`Z cY¨ `~i‡Z¡i Kvi‡Y mwVK mg‡q †fv³vi wbKU †cuŠwQ‡q †Ìqv m¤¢e nq bv| Drcv`‡Ki c‡ÿ cÖ‡Z¨K
†fv³vi nv‡Z cY¨ †cuŠwQ‡q †`qv m¤¢eci bq| ZvB Drcv`K‡K eÈb cÖYvwji mnvqZv wb‡Z nq|
eÈb cÖYvwj cÖm‡½ wewfbœ e¨w³ wewfbœ msÁv cÖ`vb K‡i‡Qb-
W. J. Stanton wecY‡bi †h msÁv cÖ`vb K‡i‡Qb Zv n‡jv,“A channel of distribution for a product
is the route taken by the titile of the products as it moves form the producers to the ultimate
consumers or industrial users.” A_©vr Drcv`bKvixi wbKU n‡Z cÖK…Z †fv³v ev wkí-
eënviKvix/KjKviLvbvi w`‡K c‡Yï gvwjKvbv ¯^Z¡ †h c_ a‡i Mgb K‡i, Zv‡KB GKwU c‡Yï eÈb
cÖYvwj bv‡g AwfwnZ Kiv nq|
Skinner Gi g‡Z, “A marketing channel (sometimes called a channel of distribution) is a
group of interrelated individuals or organizations that direct the flow of products to
BDwbU Qq c„ôvÑ118
consumers.” A_©vr wecYbcÖYvwj (KL‡bv eÈb cÖYvwj ejv nq) n‡jv cvi¯úwiK m¤úwK©Z e¨w³ ev
cÖwZôv‡bi mgwó hviv †fv³v‡ì wbKU cY¨ ‡cuvwQ‡q †`qvi Kv‡R wb‡qvwRZ _v‡K|
Philip Kotler & Gary Armstrong Gi g‡Z,“Marketing channel (or distribution channel)- a
set of interdependent organizations involved in the process of making a product or service
available for use or consumption by the consumer or business buyer.” A_©vr eÈb cÖYvwj n‡jv
ci¯úi wbf©ikxj msMVbmg~‡ni GKwU `j, hviv e¨w³ ev eëmvwqK eënviKvix‡ì Rb¨ cY¨ ev †mev
eënvi ev †fvM Dc‡hvMx Ki‡Z mvnvh¨ K‡i|
eÈb cÖYvwji Av‡jvPbv †_‡K †`Lv hvq †h,
 eÈb cÖYvwj ‡fv³v Ges Drcv`‡Ki g‡a¨ †hvMm~Î ¯’vcb Ki‡Q;
 eÈb cÖYvwjc‡Yï gvwjKvbv n¯ÍvšÍi Ki‡Q;
 eÈb cÖYvwjwewfbœ c‡Yï Rb¨ wewfbœ cÖKvi mieivn-cš’v eënvi Ki‡Q;
 eÈb cÖYvwjevRviRvZKi‡Yi mKj Dcv`v‡bi Dci cÖfve we¯Ívi Ki‡Q; Ges
 eÈb cÖYvwjn‡jv KZK¸‡jv ga¨¯’Kvievixi mgvnvi|
Drcv`‡Ki wbKU ‡_‡K cvBKvwi Kvievix cb¨ µq K‡i Ges cvBKvi‡ì wbKU †_‡K LyPiv KvievwiMY cY¨ msMÖn
K‡i| cwi‡k‡l LyPiv Kvievix‡ì wbKU †_‡K mvaviY †µZviv cY¨ µq K‡i _v‡K| Gfv‡e Drcv`K ‡_‡K †fv³vi
Kv‡Q cY¨ ew›UZ nq| G ai‡bi mvwe©K eë¯’v‡KB ejv nq e›Ub cÖvYvwj|eÈb cÖYvwj‡K wecYb cÖYvwj wnmv‡eI
AvL¨vwqZ Kiv n‡q _v‡K| eZ©gv‡b cÖwZ‡hvwMZvg~jK eëmvwqK cwi‡e‡k eëmv‡qi mdjZv A‡bKvs‡k wbf©i K‡i
eÈb cÖYvwji Dci|
Av‡MB D‡jøL Kiv n‡q‡Q †h, Drcv`K mivmwi †fv³vi wbKU cY¨ weµq Ki‡Z cv‡i A_ev P~ovšÍ †fv³v‡ì wbKU
weµq Kivi Rb¨ Z…Zxq c‡ÿi mvnvh¨ wb‡Z cv‡i| Drcv`K hw` †fv³vi wbKU mivmwi ev cÖZ¨ÿfv‡e cY¨ weµq
K‡i Zvn‡j e›Ub cÖYvwj n‡e mswÿß (Shortest) Ges Zv wb¤œiƒc AvKvi aviY Ki‡e-
Drcv`K †fv³v
wPÎ: 6.1 (K) : mswÿß eÈb cÖYvwj

Avi hw` Drcv`K cY¨ e›U‡bi Rb¨ GKRb ga¨¯’Kvievixi mnvqZv MÖnY K‡i, Z‡e e›Ub cÖYvwj GK avc we¯Í…Z
n‡q wb¤œiƒc †`Lv‡e t
Drcv`K ga¨¯’Kvievix †fv³v
wPÎ: 6.1 (L) : GKavc wewkó eÈb cÖYvwj

Drcv`K I †fvM¨cY¨ ev wkícY¨ eënviKvixi (Industrial user) g‡a¨ GKvwaK ga¨¯’Kvievix Kvh©iZ _vK‡j
eÈb cÖYvwj wKiƒc †`Lv‡e Zv wb‡P †`qv n‡jvt
Drcv`K cvBKvi LyPiv eëmvqx †fv³v
wPÎ: 6.1 (M) : ‡fvM¨c‡Yï mvaviY eÈb cÖYvwj
Drcv`K 1. `vjvj ev weµq cÖwZwbwa

cvBKvi wkícY¨ eënviKvix
2. Drcv`‡Ki kvLv Awdm
wPÎ: 6.1 (N) : wkíc‡Yï mvaviY eÈb cÖYvwj
BDwbU Qq c„ôvÑ 119

e›Ub cÖYvwji D‡Ïk¨ / ¸iæZ¡ (Objectives/ Importance of Distribution Channel)

cY¨ eÈ‡bi mv‡_ RwoZ e¨w³ ev cÖwZôv‡bi mgš^‡q eÈb cÖYvwj MwVZ n‡q _v‡K| Drcv`‡Ki Drcvw`Z cY¨
†fv³v‡ì gv‡S eÈb Kiv n‡jv G‡ì Ab¨Zg `vwqZ¡| GQvovI Av‡iv KZK¸‡jv D‡Ïk¨‡K mvg‡b †i‡L cY¨
weµ‡q eÈb cÖYvwj eënvi n‡q _v‡K Zv wb‡gœ Av‡jvPbv Kiv n‡jv-
1. ¯’vbMZ Dc‡hvM m„wó Kiv (To Create Place Utility): ¯’vbMZ Dc‡hvM m„wó‡Z eÈb cÖYvwj ¸iæZ¡c~Y©
f~wgKv ivL‡Q| e„n`vqZb Drcv`‡bi d‡j †fv³v Ges Drcv`‡Ki g‡a¨ `~iZ¡ e„w× cv‡”Q| eÈb cÖYvwji
gva¨‡g c„w_exi GK cÖv‡šÍi Drcvw`Z cY¨ Ab¨ cÖv‡šÍi †fv³viv mn‡RB eënvi Ki‡Z cvi‡Q| d‡j
eÈ‡bi gva¨‡g ¯’vbMZ Dc‡hv‡Mi m„wó n‡”Q|
2. c‡Yï mnR cÖvwß wbwðZ Kiv (To Make Product Available): eÈb cÖYvwji cÖavb D‡Ïk¨ n‡jv
†fv³v †hb mwVK mg‡q mwVK cY¨wU †c‡Z cv‡i Zvi eë¯’v Kiv| cÖ‡qvRbxq g~û‡Z© ivRkvnxi GKRb
†µZvi c‡ÿ XvKv A_ev fviZ †_‡K cY¨ msMÖn Kiv m¤¢eci bq| eÈb cÖYvwj †fv³v‡ì Pvwn`v
†gvZv‡eK cY¨wU †µZv‡ì mieivn K‡i _v‡K|
3. weµq e„w× Kiv (To Increase Sales): eZ©gv‡b c‡Yï cÖwZ‡hvwMZv e„w× cvIqvq Drcv`‡Ki cÖavb
DwØMœZv n‡jv cY¨ weµq wb‡q| †m Kvi‡Y Drcv`K †Póv K‡i `ÿ ga¨¯’eëmvqx‡ì wb‡q eÈb-eë¯’v
cÖwZôvi Rb¨ hviv µgea©gvb cÖwZ‡hvwMZv †gvKv‡ejv K‡i cÖwZôv‡bi weµq e„w×‡Z ¸iæZ¡c~Y© f~wgKv cvjb
Ki‡e|
4. eÈb e¨q n«vm Kiv (To Reduce Distribution Costs): ‡fv³vi wbKU me‡P‡q Kg Li‡P cY¨
†cŠuQv‡bv e›Ub cÖYvjxi Ab¨Zg D‡Ïk¨| myôy eÈb-eë¯’v cÖwZôv Ges eÈb cÖYvwj wbqš¿‡Yi gva¨‡g eÈb
LiP A‡bKvs‡k Kgv‡bv m¤¢eci nq| evRviRvZKiY `ÿZv AR©‡bi gva¨‡g Lye Kg Li‡P †fv³vi wbKU
cY¨ †cŠuQv‡bv m¤¢e|
5. †mevi cwimi e„w× Kiv (To Increase Span of Service): ‡µZviv cY¨ µ‡qi cvkvcvwk A‡bK
ai‡Yi †mev Avkv K‡i| Drcv`‡Ki c‡ÿ G mKj †mev mieivn Kiv m¤¢eci bq| †h‡nZz eÈb cÖYvwji
m`mïv †fv³v‡ì mv‡_ Nwbôfv‡e RwoZ, †m‡nZz Zviv †fv³v‡ì Pvwn`v, Avkv-AvKv•Lv we‡kølY K‡i
Zv‡ì‡K Kvg¨ †mev mieivn K‡i _v‡K|
6. †µZvi AvbyMZ¨ AR©b (To Achieve Loyalty of Customer): c‡Yï cÖwZ †µZvi AvbyMZ¨ m„wó eÈb
cÖYvwji Avi GKwU ¸iæZ¡c~Y© D‡Ïk¨| c‡Yï cÖvwß I cY¨gv‡bi Dci c‡Yï cÖwZ †µZvi AvbyMZ¨ m„wó
n‡q _v‡K| cÖYvwji m`mïv †fv³v‡ì KvQvKvwQ Ae¯’vb K‡i e‡j c‡Yï cÖwZ ‡µZvi AbyMZ¨ AR©‡b
¸iæZ¡c~Y© f~wgKv cvjb K‡i|
7. `ªæZ mieivn Kiv (Quick Delivery): cY¨ `ªæZ Ges Kvh©Kifv‡e †fv³v‡ì wbKU †cŠuQv‡bvi Rb¨ eÈb
cÖYvwj cÖwZôv Kiv n‡q _v‡K| G Kvi‡Y cÖYvwji m`mïv wewfbœ ¯’v‡b gRy`Ki‡Yi eë¯’v K‡i _v‡K| cY¨
eÈb `ªæZZi Kivi Rb¨ mviv †`‡k eÈb †bUIqvK© ˆZwi Kiv nq|
8. eëmvwqK mgš^q (Business Coordination): eëmvwqK Kvh©µg cwiPvjbvi Rb¨ Drcv`K‡K wewfbœ
wel‡qi g‡a¨ mgš^qmvab Ki‡Z nq| Drcv`‡Ki GKvi c‡ÿ GB mgš^q m¤¢e bq| Drcv`‡Ki c‡ÿ
cÖYvwji m`m¨MY Giƒc mgš^‡qi KvR K‡i _v‡K| wewfbœ c‡ÿi mv‡_ †hvMv‡hv‡Mi gva¨‡g Drcv`‡Ki
eëmvwqK mgš^‡qi KvRwU eÈb cÖYvwji m`m¨‡ì gva¨‡g m¤úvw`Z n‡q †_‡K|
9. cÖwZ‡hvwMZv e„w× (To Increase Competition): eÈb cÖYvwji m`mïv wewfbœfv‡e cÖwZ‡hvwMZvi m„wó
Ki‡Q| cÖYvwji cÖ‡Z¨K m`m¨wbR wbRc‡Yï MnY‡hvM¨Zv e„w× Ki‡Z Pvq| Zviv †fv³v‡ì bvbvfv‡e cY¨
µ‡q DrmvwnZ K‡i| Ab¨ w`‡K, Drcv`‡K bvbv ai‡bi evRvi Z_¨ mieivn K‡i c‡Yï cÖwZ‡hvwMZvi
cwi‡ek m„wó K‡i|
10. c‡Yï e¨vcKeÈb (Extensive Distribution): eÈb cÖYvwji Avi GKwU D‡Ïk¨ n‡jv evRvi cwiwa
m¤cÖmviY Kiv| cÖwZ‡hvwMZvi mvd‡jï Rb¨ e„n`vqZb Drcv`b eë¯’v M‡o Zzj‡Z nq| d‡j cY¨
weµ‡qi Rb¨ cÖ‡qvRb nq we¯Í…Z eÈb eë¯’v| AwaK msL¨K ga¨¯’Kvievix wb‡qv‡Mi gva¨‡g mn‡RB
evRvi `Lj I wbqš¿b Kiv m¤¢eci n‡q _v‡K|
11. †fv³vi mš‘wó weavb (Customer Satisfaction): †fv³v‡ì c‡ÿ Drcv`‡Ki mv‡_ mivmwi †hvMv‡hvM
Kiv m¤¢eci nq bv| Drcv`‡Ki cÖwZwbwa wnmv‡e ga¨¯’KvievixMY KvR K‡i _v‡K| †µZvMY Zv‡ì
Afve, Awf‡hvM, Pvwn`v, AvKv•Lv BZ¨vw` welq¸‡jv mivmwi eÈb cÖYvwji m`m¨‡ì wbKU e¨³ K‡i|
cÖYvwji m`m¨MY myôy mgvav‡bi gva¨‡g †µZv‡ì Av¯’v AR©‡b mg_© nq|
12. Avw_©K AÿgZv(Financial Inability): A‡bK mgq A‡bK eo eo †Kv¤úvwb Zv‡ì eÈ‡bi †ÿ‡Î
wewfbœ ai‡bi mgm¨vi g‡a¨ c‡ob| we‡kl K‡i, Drcvw`Z cY¨mg~n mivmwi evRviRvZKivi mvg_© A‡bK
†Kv¤úvwbiB _v‡K bv| Giƒc Ae¯’vq A‡bK ga¨¯’Kvievix †Kv¤úvwbi c‡Yï evRviRvZKiY `vwqZ¡ wb‡q
_v‡Kb| wb‡Ri Avw_©K AÿgZv `~i Kivi Rb¨ A‡bK †Kv¤úvwb eÈb eë¯’vi mnvqZv wb‡q _v‡K|
Dc‡iv³ Av‡jvPbvi gva¨‡g ejv hvq †h,eÈb cÖYvwj eënv‡ii ¸iæZ¡c~Y© D‡Ïk¨ n‡jv cY¨ ev †mev mwVK mg‡q
†µZv ev †fv³vi Kv‡Q mieivn Kiv I Zv‡ì‡K mš‘ó Kiv|
e›Ub cÖYvwji wewfbœ †kÖwY/ch©vq (Different Types/Levels of Distributions Channel)

†Kvb c‡Yï P~ovšÍ †µZvi wbKU cY¨ †cuŠwQ‡q †`qvi Kv‡R wb‡qvwRZ ga¨¯’eëmvqx‡ì (Intermediaries) cÖ‡Z¨K
¯Íi‡K ejv nq e›Ub cÖYvwji ch©vq (Channel level)| cÖ‡Z¨K ch©v‡q cY¨ e›Ub msµvšÍ wKQy bv wKQy KvRKg©
m¤úvw`Z nq| GgbwK c‡Yï Drcv`K I P~ovšÍ †fv³v wKQy KvR m¤úbœ K‡ib| GRb¨ ZvivI cÖ‡Z¨‡K e›Ub
cÖYvwji Awe‡”Q`¨ Ask| ZvB Drcv`K I †fv³vmn e›Ub cÖYvwj‡Z A‡bK ch©vq/¯Íi †`L‡Z cvIqv hvq, hv‡K e›Ub
cÖYvwji ˆ`N©¨ (Channel length) bv‡gI AwfwnZ Kiv nq| e›Ub cÖYvwji ch©vq/¯Íi Abyhvqx eÈb cÖYvwj g~jZ:
`yB ai‡bit
1. cÖZ¨ÿ e›Ub cÖYvwj (Direct Distribution Channel) Ges
2. c‡ivÿ e›Ub cÖYvwj (Indirect Distribution Channel)
Avevi c‡Yï aib Abyhvqx eÈb cÖYvwj g~jZ `yB ai‡bit
1. ‡fvM¨c‡Yï e›Ub cÖYvwj (Distribution Channel of Consumer Products) Ges
2. wkíc‡Yï e›Ub cÖYvwj (Distribution Channel of Industrial Products)
c‡Yï aib Abyhvqx e›Ub cÖYvwji †kÖwYwefvM cvV 3-G we¯ÍvwiZ Av‡jvPbv Kiv n‡q‡Q| wb‡P e›Ub cÖYvwji
ch©vq/¯Íi Abyhvqx eÈb cÖYvwji †kÖwYwefvM Av‡jvPbv Kiv n‡jv|
1. cÖZ¨ÿ e›Ub cÖYvwj (Direct Distribution Channel)
Drcv`K hLb †fv³vi wbKU mivmwi cY¨ weµq K‡i ZLb cÖZ¨ÿ e›Ub cÖYvwji D™¢e nq| cÖZ¨ÿ e›Ub
cÖYvwj AbymiY Kiv n‡j Drcv`K Zvi cY¨ wewµi Rb¨ †Kvb ga¨¯’Kvievwii mvnvh¨ MÖnY K‡i bv eis †m
wb‡Ri D‡`¨v‡MB †fv³vi wbKU cY¨ †cuŠQv‡bvi eë¯’v K‡i| cÖZ¨ÿ P¨v‡b‡j ga¨¯^Z‡¡ fvMxi ¯’vb †bB|
wkícY¨ e›U‡bi †ÿ‡Î G cÖYvwj me©vwaK eënvi Kiv nq| Aek¨ K…wlR Ges KviLvbvq Drcvw`Z
†fvM¨cY¨ wewµi †ÿ‡ÎI cÖZ¨ÿ cÖYvwji eûj cÖPjb †`Lv hvq| K…lK hLb P~ovšÍ †fv³vi wbKU avb-
PvDj ev meRx-ZiKvwi wewµ K‡i, ZLb †m cÖZ¨ÿ cÖYvwjB eënvi K‡i _v‡K| K…lK-Drcv`K MÖvg¨ nv‡U
wM‡q A_ev iv¯Ívi av‡i e‡m A_ev †dwiIqvjv‡ì gZ evwo evwo Ny‡i Mvn©¯’¨ †fv³v‡ì wbKU K…wlR cY¨
wewµ Ki‡Z cv‡i| †fvM¨c‡Yï Drcv`K WvK‡hv‡M wKsev wbR¯^ LyPiv †`vKv‡bi gva¨‡g cY¨ †fv³v‡ì
wbKU mivmwi wewµ Ki‡Z cv‡i| AvRKvj †fvM¨c‡Yï A‡bK Drcv`K eû-kvLv wecwY I †PBb †÷v‡ii
gva¨‡g †fvMKvixi wbKU mivmwi cY¨mvgMÖx weµq Ki‡Q| D`vniY¯îæc, Avgv‡ì †`‡ki mvabv Jlavjq,
evÆv my †Kv¤úvwb, wmsMvi I G‡c· my¨ †Kv¤úvwbi bvg D‡jøL Kiv †h‡Z cv‡i| DcwiD³ cÖwZôvbmg~n

†`‡ki wewfbœ ¸iæZ¡c~Y© ¯’v‡b kvLv cÖwZôv K‡i ¯^xq mvgMÖx mivmwi †fv³v‡ì nv‡Z †cuŠwQ‡q †`q| †hme
c‡Yï wewµi ciI KvwiMwi †mevi (Technical service) cÖ‡qvRb nq †mme cY¨ mvaviYZ
eënviKvix‡ì wbKU mivmwi mieivn Kiv nq (Aek¨ G‡ÿ‡Î wWjv‡ii mvnvhÏ †bqv nq)| we‡kl
ai‡bi Awdm hš¿cvwZi e›U‡bi †ÿ‡Î cÖZ¨ÿ P¨v‡bj LyeB RbwcÖq|
2. c‡ivÿ e›Ub cÖYvwj (Indirect Distribution Channel):
(K) LyPiv eëmvqx‡ì wbKU mivmwi weµq (Direct to Retailers) : me©cK Ö vi cY¨ me©`v me ai‡bi
Drcv`‡Ki c‡ÿ †fv³vi wbKU mivmwi wewµ Kiv m¤¢e nq bv| A‡bK †ÿ‡Î m¤¢e n‡jI wewfbœ
Kvi‡Y †mUv AjvfRbK I Sv‡gjvc~Y© cÖZxqgvb nq| †hgb mivmwi †fv³vi wbKU Drcvw`Z
†fvM¨cY¨ wewµ Ki‡Z n‡j Drcv`K‡K wbR¯^ †`vKvb Ly‡j †eZb‡fvMx Kg©Pvix wb‡qvM w`‡Z nq
Ges LyPiv †`vKvb †Lvjvi Rb¨ h_vh_ KZ©„c‡ÿi Aby‡gv`b †bqvi cÖ‡qvRb nq| ÿz`ª ev gvSvwi
ai‡bi ¯^í cwigvY cuywRwewkó Drcv`‡Ki c‡ÿGB KvR¸‡jv A‡bK †ÿ‡ÎB Avw_©K `„wó‡KvY †_‡K
jvfRbK nq bv| K…wlR c‡Yï †ÿ‡ÎI me K…l‡Ki c‡ÿ iv¯Ívi av‡i e‡m, evwo evwo Ny‡i wKsev
N›Uvi ci N›Uv evRv‡i e‡m †_‡K cY¨ weµq Kiv kvixwiK ev mvgvwRK Kvi‡Y m¤¢e nq bv|
weËkvjx K…lKiv Avevi mvgvwRK c`gh©v`vi LvwZ‡iI mivmwi †fv³vi wbKU cY¨ wewµ Ki‡Z ivwR
_v‡K bv| GgZve¯’vq wkíxq Drcv`K I K…wl Drcv`‡Ki Rb¨ GKUv mnR c_ †Lvjv _v‡K- Zv n‡jv
mivmwi LyPiv †`vKvb`v‡ii wbKU cY¨ wewµ Kiv| †fvM¨c‡Yï Drcv`K LyPiv †`vKvb`vi‡ì mv‡_
e¨w³MZ m¤úK© M‡o Zz‡j †fv³v‡ì iæwP, d¨vkb cÖeYZv, cY¨mvgMÖxi cÖwZ Zv‡ì AvKl©Y I
Pvwn`v m¤ú‡K© we¯ÍvwiZ I wbf©i‡hvM¨ aviYv jvf Kivi D‡Ï‡k¨ LyPiv eëmvqx‡ì wbKU cY¨ wewµ
K‡i| G ai‡bi e›Ub cÖYvwj‡Z cvBKvi/wVKv`vi (Jobber) RvZxq ga¨¯^Z‡¡ fvMx‡ì Gwo‡q hvIqv
nq| e›Ub LiP n«vm KivI G ai‡bi cÖYvwj eënvi Kivi Av‡iKwU Ab¨Zg D‡Ïk¨| A‡Uv‡gvevBj
Drcv`K,wewkó ê`y¨wZK miÄvg cÖ¯ÍyZKviK, we¯‹zU I mvevb Drcv`K, kxZj cvbxq h_v-
†Kv‡Kv‡Kvjv, wgwiÛv, †ccwm †Kvjv BZ¨vw` cÖ¯‘ZKviK, ZuvZx BZ¨vw` LyPiv eëmvqx‡ì wbKU
mivmwi cY¨ weµq K‡i _v‡K|
(L) cvBKvi‡ì gva¨‡g weµq (Through Wholesalers): Drcv`K hw` g‡b K‡i †h, †fv³v ev LyPiv
eëmvqx‡ì wbKU mivmwi cY¨ wewµ Kiv Zvi Rb¨ AmyweavRbK ev AjvfRbK, Z‡e †m
cvBKv‡iii gva¨‡g cY¨ e›U‡bi eë¯’v Ki‡Z cv‡i| G‡ÿ‡Î †m Zvi cY¨mvgMÖx mivmwi cvBKvwi
eëmvqxi wbKU mieivn Ki‡e Ges cvBKvi Zv LyPiv eëmvqxi wbKU weµq Ki‡e| ÿz`ª ÿz`ª j‡U
(Lot) LyPiv †`vKvb`vi ev †fv³vi wbKU cY¨ e›U‡bi `vwqZ¡ †_‡K Ae¨vnwZ †c‡q Drcv`b Kv‡h©
GKvšÍfv‡e g‡bvwb‡ek Kivi D‡Ï‡k¨ A‡bK Drcv`K G P¨v‡bj eënvi K‡i _v‡K|ïay Avgv‡ì
†`‡kB bq, c„w_exi cÖvq cÖ‡Z¨K †`‡kB G P¨v‡bj e¨vcKfv‡e eënvi Kiv nq| AvaywbK
KjKviLvbvi Dbœqb I Gi mv‡_ mv‡_ e„n`vKv‡i MY-Drcv`b ïiæ nIqvi ciB c‡Yï e›Ub
cÖYvwj‡Z cvBKvi‡ì AšÍfy©³ Kivi cÖeYZv †e‡o hvq| G RvZxq e›Ub cÖYvwj eënvi Ki‡j
Drcv`K I LyPiv Kvievwi Df‡q DcK…Z nq| G cÖYvwj ïaygvÎ wkíRvZ c‡Yï Rb¨B eënvi Kiv
nq bv, wecyj cwigvY K…wlRvZ I A‡bK †fvM¨ cYÏ G cÖYvwji gva¨‡g †fv³vi wbKU ew›UZ nq|
(M) cwi‡ek‡Ki gva¨‡g weµq (Through Distributors): wkí c‡Yï †ÿ‡Î e›Ub cÖYwji e¨vcK
eënvi _vK‡jI A‡bK Drcv`K G RvZxq cY¨ e›U‡bi Rb¨ wWjvi ev cwi‡ek‡Ki mvnvh¨ wb‡q
_v‡K| cwi‡ekK Drcv`‡Ki wbKU †_‡K c‡Yï mieivn cvq Ges Zv wkíc‡Yï †µZvi wbKU
weµq K‡i| †fvM¨cY¨ e›U‡bi †ÿ‡Î G ai‡bi e›Ub cÖYvwj Lye KgB eëüZ n‡Z †`Lv hvq|
(N) cÖwZwbwai gva¨‡g weµq (Through Agents): Drcv`K cvBKvi ev LyPiv eëmvqxi wbKU mivmwi
cY¨ weµq bv K‡i wbR¯^ cÖwZwbwai gva¨‡g cvBKvi ev LyPiv Kvievwii wbKU cY¨ weµ‡qi eë¯’v
Ki‡Z cv‡i| cÖwZwbwa Drcv`‡Ki mv‡_ Pzw³ †gvZv‡eK wbw`©ó nv‡i Kwgk‡bi wfwË‡Z cY¨mvgMÖx
wb‡`©wkZ e¨w³i (cvBKvi, LyPiv †`vKvb`vi ev †fv³v) wbKU mieivn K‡i| G cÖKv‡ii P¨v‡b‡j
cvBKvi I LyPiv eëmvqx Drcv`‡Ki wbKU †_‡K mivmwi cY¨ µq Ki‡Z cv‡i bv| A‡bK KvV
cÖ¯‘ZKviK ev KivZ K‡ji gvwjKiv Zv‡ì Drcvw`Z Z³v ev Ab¨vb¨ KvVmvgMÖx (Lumber) weµq
cÖwZwbwai gva¨‡g weµq K‡i _v‡K|
Dc‡ii Av‡jvPbv †_‡K ¯úó cÖZxqgvb n‡”Q †h, e›Ub cÖYvwj eûwea cÖKv‡ii n‡Z cv‡i| c‡Yï cÖK…wZ I
iƒcvšÍi‡hvM¨Zvi wfwË‡Ze›Ub cÖYvwj wewfbœ cÖKvi n‡Z eva¨| Z‡e Avgiv wewea cÖKvi e›Ub cÖYvwj‡K Av‡jvPbvi
myweav‡_© cuvPwU cÖavb †kÖwY‡Z wef³ Ki‡Z cvwi| G cuvPwUi g‡a¨ GKwU cÖZ¨ÿ Ges evèvKx c‡ivÿ|
eÈb cÖYvwji Kvh©vewj (Distribution Channel Functions)

cY¨ Drcv`‡bi mv‡_ A_ev cY¨ †fv‡Mi mv‡_ eÈb cÖYvwj RwoZ _v‡K bv| wKš‘ ZviciI Drcv`K Ges †fv³v
wewfbœ fv‡e eÈb cÖYvwji Dci wbf©ikxj n‡q c‡o| eÈb cÖYvwji cÖavb KvR n‡jv †fv³v‡ì Kv‡Q cY¨ †cŠu‡Q
†`qv| GQvov eÈb cÖYvwj wewfbœ cÖKvi Dc‡hvM m„wó Ki‡Q| eÈb cÖYvwji ¸iæZ¡c~Y© Kvh©vewj wb‡gœ Av‡jvPbv Kiv
n‡jvt
1. Z_¨ mieivn (Supplying Information): evRvi cwi‡ek msµvšÍ wewea cÖKv‡ii Z_¨vewj M‡elYv I
ch©‡eÿ‡Yi gva¨‡g msMÖn K‡i ga¨¯’eëmvqxiv Drcv`K Ges †µZv Dfq‡KB mieivn K‡i _v‡K|
2. cÖmvi (Promotion): weµq e„w×i Rb¨ cY¨ m¤ú‡K© †µZv‡ì AewnZ Kiv Ges cY¨ µ‡q cÖ‡ivwPZ Kiv
eÈb cÖYvwji m`m¨‡ì Ab¨Zg `vwqZ¡| c‡Yï weµq e„w×i j‡ÿ¨ wewfbœ Kvh©µg MÖnY I cwiPvjbv Kiv
eÈb cÖYvwji cÖavb KvR| GQvovI,†Kvb cY¨ m¤úwK©Z Z_¨vewji weZi‡Yi Rb¨ mwVK I Kvh©Ki
†hvMv‡hvM Kg©m~Px cÖYqb I ev¯Íevqb Kiv e›Ub cÖYvwji m`m¨‡ì Kv‡Ri AšÍf³ z© |
3. †hvMv‡hvM ¯’vcb (Contact): m¤¢ve¨ †µZv AbymÜvb Ges Zv‡ì mv‡_ †hvMv‡hvM ¯’vc‡bi KvRwU eÈb
cÖYvwjm¤úv`b K‡i _v‡K| Giv bZzb evRvi m„wó K‡i Ges `ÿ †mev`v‡bi g‡a¨ †Kv¤úvwbi c‡Yï weµq
e„w× K‡i _v‡K|
4. mvgÄm¨weavb (Matching): ‡µZvi Pvwn`v Abyhvqx cY¨ msMÖn Kiv, †mB cY¨ mwVK mg‡q †µZv‡ì
wbKU †cŠuwQ‡q †Ìqv Ges c‡Yï Pvwn`vi mv‡_ †hvMv‡bi mgš^qmvab Kiv eÈb cÖYvwji ¸iæZ¡c~Y© KvR|
GRb¨ Zviv c¨v‡KwRs, †kªYxe×KiY I GKwÎKi‡Yi KvRmg~n K‡i _v‡K|
5. mg‡SvZv ¯’vcb (Negotiation): eÈb cÖYvwji m`mïv c‡Yï gvwjKvbv n¯ÍvšÍi Kivi j‡ÿ¨ c‡Yï g~j¨
I Ab¨vb¨ kZv©ewj ìKlvKwli gva¨‡g P~ovšÍ K‡i _v‡K| c‡Yï g~j¨ KZ n‡e, cwi‡kv‡ai mgq KZ n‡e,
†Kv_vq, wKfv‡e †Wwjfvix †Ìqv n‡e BZ¨vw` welq wb‡q †µZv‡ì mv‡_ eÈb cÖYvwji m`mïv mg‡SvZv
¯’vcb K‡i _v‡K|
6. e¯‘MZeÈb (Physical Distribution): cY¨ cwienb Ges ¸`vgRvZKi‡Yi gZ ¸iæZ¡c~Y©
evRviRvZKiY Kvh©vewj eÈb cÖYvwji gva¨‡g m¤úvw`Z n‡q _v‡K| †µZv‡ì Rb¨ cY¨ msiÿY K‡i
cÖ‡qvRbxq mg‡q cwien‡bi gva¨‡g mwVK ¯’v‡b †cŠuQv‡bvi KvRwU eÈb cÖYvjxi gva¨‡g m¤úv`b Kiv nq|
7. A_©ms¯’vb (Financing): Drcv`K Ges †fv³v‡ì A_© mieivn K‡i eÈb cÖYvjx ¸iæZ¡c~Y© eëmvwqK
Kvh©vewj m¤ú`b K‡i _v‡K| Drcv`‡Ki cY¨ AMÖxg µq, A_ev cy‡iv cY¨ weµ‡q `vwqZ¡ wb‡q _v‡K|
Avevi evwK‡Z cY¨ mieivn K‡i †µZv‡ì A_© ms¯’v‡b mnvqZv Ki‡Q| d‡j Drcv`b Ges weµ‡q
BwZevPK cÖfve co‡Q|
8. SzuwK MÖnY (Risk Taking): eÈb cÖYvwji m`m¨MY wewfbœ cÖKvi eëmvwqK SzuwK enb K‡i _v‡K| Gi
g‡a¨ cY¨ cwienb SzuwK, cY¨ gRyZKiY SzuwK, cY¨-Pvwn`v Ges †hvMv‡bi mv‡_ mgš^‡qi SzuwK, wewfbœ
`yN©UbvRwbZ SzuwK BZ¨vw` n‡jv ¸iæZ¡c~Y|© G mKj SzuwK eÈb cÖYvwji m`m¨‡ì‡K A‡bK mgq GKvB enb
Ki‡Z nq|
9. †mev cÖ`vb (Providing Services): DwjøwLZ KvR¸‡jv QvovI eÈb cÖYvwji m`mïv Drcv`K, †fv³v
Ges mgvR‡K wewfbœfv‡e †mev cÖ`vb Ki‡Q| †fv³v‡ì †hgb wewfbœ iKg Z_¨ cÖ`vb K‡i Drcv`‡b
MwZkxjZv wb‡q Avm‡Q, †Zgwb †fv³v‡ì bvbvwea mgm¨v `~i K‡i weµ‡qi cwigvY e„w× Ki‡Q|

me©‡k‡l ejv hvq †h, e›Ub cÖYvwji cÖavb KvR n‡jv Drcv`‡Ki wbKU †_‡K †fv³v ev eënviKvixi wbKU cY¨
¯’vbvšÍi| Drcv`K I †fv³vi g‡a¨ †h k~b¨Zv _v‡K, †m k~b¨Zv c~i‡Y e›Ub cÖYvwj mnvqZv K‡i|
Avcbvi GjvKvq cªZ¨ÿ I c‡ivÿ e›Ub cÖYvwj eënvi Ki‡Q Ggb `yBwU
wkÿv_©xi KvR
cY¨ ev ‡mevi bvg wjLyb|
mvims‡ÿc:
Drcv`‡Ki wbKU †_‡K PzovšÍ †fv³v ev eënviKvixi wbKU cY¨ †cŠQv‡bvi Kv‡R wb‡qvwRZ Ges c‡Yï gvwjKvbv
n¯ÍvšÍ‡ii m‡½ RwoZ e¨w³ ev cÖwZôv‡bi mgwó‡K eÈb cÖYvwj ejv nq|eÈb cÖYvwj eëmvq cÖwZôv‡bi wbKU
¸iæZ¡c~Y|© KviY mwVK eÈb cÖYvwji gva¨‡g Zviv A‡bK myweav cvq| D‡jøL‡hvM¨ n‡jvt ¯’vbMZ Dc‡hvM m„wó,
c‡Yï mnR cÖvwß wbwðZ, weµq e„w×, eÈb e¨q n«vm, †mevi cwimi e„w×, †µZvi AvbyMZ¨ AR©b, `ªæZ mieivn,
eëmvwqK mgš^q, cÖwZ‡hvwMZv e„w×, c‡Yï e¨vcK eÈb, †fv³vi mš‘wó I cÖwZôv‡bi fveg~wZ© e„w×|eÈb
cÖYvwj‡K ch©vq ev ¯Íi Abyhvqx `yBwU fv‡M fvM Kiv hvq; h_v cÖZ¨ÿ I c‡ivÿ e›Ub cÖYvwj| Avevi, c‡Yï aib
Abyhvqx e›Ub cÖYvwj‡K `yBwU fv‡M fvM Kiv hvq; h_v, †fvM¨c‡Yï eÈb cÖYvwj †hLv‡b Drcv`bKvixicÖwZwbwa,
cvBKvi evLyPiv we‡µZvi gva¨‡g cY¨ ‡fv³vi wbKU †cŠwQ‡q †`qv nq Ges wØZxqZ wkíc‡Yï eÈb cÖYvjx
†hLv‡b Drcv`bKvixG‡R›U/Drcv`bKvix cÖwZwbwa I wkí-cwi‡ek‡Ki gva¨‡g wkíc‡Yï †µZvi wbKU cY¨
†cŠwQ‡q †Ìqv nq|cY¨ ev †mevi eÈb cÖYvwji gva¨‡g wewfbœ ai‡bi KvR m¤úbœ Kiv hvq| h_v Z_¨
mieivn,cÖmvi, †hvMv‡hvM ¯’vcb, mvgÄm¨weavb, mg‡SvZv ¯’vcb, e¯‘MZ eÈb, A_©ms¯’vb, SzuwK MÖnY I †mev
cÖ`vb|
√) wPý w`b-
1| Drcv`K I †fv³vi ga¨Kvi †mZzeÜb wn‡m‡e KvR K‡i †Kvb&wU?
K) cY¨ L) evRvi
M) ga¨¯’eëmvqx N) BSTI
2| c‡Yï eÈb cÖYvwj eënvi Kiv nq †Kb?
K) †fv³vi Kv‡Q cY¨ mwVKfv‡e †cuŠQv‡bvi Rb¨ L) ga¨¯’eëmvqx‡ì myweav cÖ`v‡bi Rb¨
M) c‡Yï wfbœZv m„wó Kivi Rb¨ N) ‡fv³v‡K mš‘wó Kivi Rb¨
3| Drcv`K hLb †fv³vi wbKU mivmwi cY¨ weµq K‡i ZLb ‡Kvb& e›Ub cÖYvwji D™¢e nq?
K) c‡ivÿ L) LyPiv eëmvqx
M) cÖZ¨ÿ N) cvBKvix
4| eÈb cÖYvwji m`m¨‡ì KvR †Kvb&wU?
K) A_©ms¯’vb L) Drcv`b
M) evRvi M‡elYv N) evRvi wefw³KiY
5| Kviv c‡Yï gvwjKvbv MÖnY I cY¨ weµq †_‡K ewÂZ?
K) cÖwZwbwa ga¨¯’eëmvqx L) ewYK ga¨¯’eëmvqx
M) Drcv`K N) Kvh©wfwËK ga¨¯’eëmvqx
cvV-6.2 ga¨¯’ eëmvqx: aviYv, êwkó¨, Kvh©vewj I cÖKvi‡f`

Middleman: Concept, Characteristics, Functions and
Types
D‡Ïk¨

• ga¨¯’ eëmvqx m¤ú‡K© aviYv Ki‡Z cvi‡eb;
• ga¨¯’ eëmvqxi êwkó¨ Rvb‡Z cvi‡eb;
• ga¨¯’ eëmvqxi Kvh©vejxeY©bv Ki‡Z cvi‡eb;
• ga¨¯’ eëmvqxi cÖKvi‡f` e¨vL¨v Ki‡Z cvi‡eb; Ges
• ga¨¯’ eëmvqxi mydj I Kzdj eyS‡Z cvi‡eb|
cY¨ evQvBKiY, wef³KiY, cY¨ mw¾ZKiY|

ga¨¯’eëmvqx m¤úwK©Z aviYv (Concept of Middleman)

eZ©gvb we‡k¦ †h‡Kvb A_©bxwZ‡ZB ga¨¯’ eëmvqx‡ì Dcw¯’wZ we‡klfv‡e jÿYxq| Giv †hgb GKw`‡K
wkí-KviLvbvq KvuPvgvj I Ab¨vb¨ Avbylw½K cY¨mvgMÖx †hvMvb †`q, †Zgwb Ab¨w`‡K †fv³v‡ì wbKU P~ovšÍ cY¨
†cuŠwQ‡q †`q| G `yB cÖKvi Kvh©µ‡gi mvnv‡h¨ ga¨¯’ eëmvqxiv eëmv-RM‡Z AcÖwZ‡iva¨ cÖfve we¯Ívi K‡i Av‡Q|
Zv‡ì‡K ev` w`‡q AvRKvj Avi eëmv-evwY‡Rï K_v wPšÍvB Kiv hvq bv|ga¨¯’ eëmvqxiv Ggb GK ai‡bi
eëmvqx,hviv wb‡Riv cY¨ Drcv`b K‡i bv wKš‘ c‡Yï eëmvq K‡i| Drcv`‡Ki wbKU †_‡K cY¨ msMÖn K‡i Zviv
†m cY¨ Ab¨ †Kvb eëmvqx ev †fv³vi wbKU †cuŠwQ‡q †`q| Zviv e¯‘Zc‡ÿ c‡Yï Drcv`K I †fv³vi g‡a¨
ms‡hvM NUv‡bvi Kv‡R wjß _v‡K|
mvaviYZ c‡Yï Drcv`‡Ki msL¨v _v‡K mxwgZ| A_P †fv³v ev eënviKvixi msL¨v _v‡K AMwYZ Ges †`‡k-
we‡`‡k we¯Í…Z| †`‡ki Af¨šÍ‡i cÖZ¨šÍ AÂ‡j, GgbwK †`‡ki mxgvbvi evB‡i c‡Yï †fv³viv Ae¯’vb K‡i| Gme
†fv³vi mv‡_ mivmwi ms‡hvM ¯’vcb Kiv Drcv`‡Ki c‡ÿ cÖvq Am¤¢e ejv P‡j| Aciw`‡K, †fv³v‡ì c‡ÿI `~i-
`~iv‡šÍ Aew¯’Z wewfbœ c‡Yï Drcv`K‡ì mv‡_ mivmwi †hvMv‡hvM Kiv m¤¢e nq bv| Drcv`K I †fv³vi ga¨Kvi G
`~iZ¡ ev wew”QbœZv `~i Kiv Rb¨ GK †kªwYi e¨w³ (ev cÖwZôvb) Dfq c‡ÿi g‡a¨ ms‡hvM mva‡bi Kv‡R wb‡R‡ì‡K
wb‡qvwRZ iv‡L| Zviv gybvdvi wewbg‡q Drcv`‡Ki cY¨ †fv³vi wbKU cwi‡ek‡bi eë¯’v K‡i| G‡ì‡KB ejv nq
ga¨¯’ eëmvqx| Zviv Drcv`K I †fv³vi gvSLv‡b Ae¯’vb K‡i Ges c‡Yï ¯^Z¡ ev gvwjKvbvi AwaKvix nq|
wb‡¤œ ga¨¯’eëmvqxi wKQz msÁv D‡jøL Kiv n‡jv:
Stanton Gi g‡Z,“A middleman is an independent business concern that operates a link
between producers and ultimate consumers or industrial users.” A_©vr GKRb ga¨¯’ eëmvqx
n‡jv GKwU ¯^vaxb eëmvq cÖwZôvb hv Drcv`bKvix I cÖK„Z †fvMKvix ev wkí eënviKvix‡ì g‡a¨ †hvMm~Î
wn‡m‡e KvR K‡i|
Etzel, Walker & Stanton Gi g‡Z,“A middleman is a business firm that renders services
directly for the sale and/or purchase of a product as it flows from producer to consumer.”

A_©vr ga¨¯’eëmvqx n‡”Q GK ai‡bi eëmvq cÖwZôvb †h Drcv`K I †fv³vi g‡a¨ c‡Yï cÖevn wVK ivLvi
Rb¨ mivmwi cY¨ µq-weµ‡q mnvqZv K‡i|
Aa¨vcK fÆvPv‡h©i g‡Z, ÔÔGKw`‡K Drcv`bKvix Ab¨w`‡K wewfbœ ¯’v‡b wewÿß cY¨ †fvMKvix| Zv‡ì g‡a¨
GK weivU eëavb †`Lv hvq| G eëavb `~iKivi R‡b¨ wKQymsL¨K e¨w³ ev cÖwZôvb Drcv`bKvix I
†fvMKvix‡ì g‡a¨ ms‡hvM NUv‡bvi Kv‡h© wjß nq| Gme e¨w³ ev cÖwZôvbmg~nB ga¨¯’eëmvqx bv‡g
cwiwPZ|ÕÕ
Dc‡ii Av‡jvPbvi cwi‡cÖwÿ‡Z ejv hvq †h, †hme eëmvqx ev cÖwZôvb Drcv`K I wkíms¯’vi wbKU †_‡K
cY¨mvgMÖx msMÖn K‡i Zv †fv³v ev eënviKvixi wbKU weµq K‡i Zv‡ì‡K ga¨¯’eëmvqx e‡j|ga¨¯’eëmvqxiv
ïay Dcv`vb Kv‡h©B mnvqZv K‡i bv; Zviv mieivn Kv‡h©I mnvqZv K‡i| Zviv KuvPvgv‡ji Drcv`K I wkí-
cÖwZôv‡bi gv‡S Ae¯’vb K‡i Drcv`‡Ki wbKU †_‡K µqK„Z KuvPvgvj wkí cÖwZôv‡bi wbKU weµ‡qi gva¨‡g
Drcv`b Kv‡h© mnvqZv K‡i| GKBfv‡e, Zviv wkí cÖwZôv‡bi Drcvw`Z `ªe¨ µq wKsev msMÖ‡ni gva¨‡g wb‡Ri
`L‡j wb‡q Av‡m Ges D³ `ªe¨ RbM‡Yi wbKU weµq K‡i cY¨ mieiv‡n mnvqZv K‡i _v‡K|
ga¨¯’eëmvqxi ‰ewkó¨ (Characteristics of Middleman)

ga¨¯’eëmvqx‡ì gva¨‡g cÖavbZ cÖwZôv‡bi cY¨ eÈb Kiv n‡q _v‡K| Zv‡ì D‡jøL‡hvM¨ ‰ewkó¨mg~n wb¤œiƒc-
 ga¨¯’eëmvq n‡jv Ggb GK eëmvq hv e›Ub cÖYvwji †fv³v I Drcv`‡Ki gv‡S Ae¯’vb K‡i|
 G ai‡bi eëmvqx‡ì AwaK nv‡i cY¨ µq Ki‡Z nq|
 ga¨¯’eëmvqxiv µqK…Z cY¨ wefvRb K‡i A_v©r chv©wqZKi‡Yi gva¨‡g †fv³vi wbKU mieivn K‡i|
 ga¨¯’eëmvq me ai‡bi cY¨ µq-weµ‡qi Kv‡R RwoZ bq eis Aí msL¨K GKB ai‡bi cY¨ wb‡q KvR
K‡i|
 G ai‡bi eëmv‡q AwaK g~jab wewb‡qvM Kiv nq, hvi d‡j AwaK SzuwK MÖnY Ki‡Z nq|
ga¨¯’eëmvqxi Kvh©vewj (Functions of Middleman)

e›Ub cªYvjxi Kvh©vewji mv‡_ GKRb ga¨¯’eëmvqx RwoZ _v‡Kb| GQvovI AviI K‡qKwU ¸iæZ¡c~Y© Kvh©vewji
mv‡_ m¤úK©hy³ KvR ga¨¯’ eëmvqxiv m¤úv`b K‡i _v‡K| †m¸‡jv wb¤œiƒc-
cY¨ evQvBKiY cywÄf~ZKiY wef³KiY cY¨ mw¾ZKiY
wewPÎ msMÖn‡K mvwe©K gRy` M‡o cvBKvi I LyPiv †µZvi Pvwn`v
mgiƒc c‡Y¨ †Zvjvi j‡ÿ¨ mgiƒc eëmvqx‡ì Rb¨ Abyhvqx cY¨ `ªe¨‡K
†kªYxweb¨vm c‡Yï gRy` ˆZwi mgiƒc gRy`‡K mvRv‡bv
KiY ÿz`ªZi As‡k
wef³KiY
wPÎ 6.2 ga¨¯’eëmvqxi Kvh©vewj

1. cY¨ evQvBKiY (Sorting out): cY¨`ªe¨‡K weµq-Dc‡hvMx K‡i mvRv‡bvi cÖ_g c`‡ÿc n‡jv cY¨
evQvBKiY| G ch©v‡q ga¨¯’eëmvqx wewPÎ iK‡gi msMÖn¸‡jv‡K Av‡cwÿKfv‡e mgiƒc †kªYx‡Z wef³
K‡i| KviY Giƒc bv Kiv n‡j wewea iK‡gi cY¨ †_‡K P~ovšÍ †fv³vi Rb¨ cÖ‡qvRbxq cY¨ Lu‡y R †ei Kiv
Lye KwVb n‡q ùvovq| K…wlRvZ I AvnwiZ (Extractive) c‡Yï wecY‡bi †ÿ‡Î evQvBKiY n‡jv cÖ_g
c`‡ÿc| cv‡Ui ch©vwqZKiY evQvBKiY cÖwµqvi cÖK…ó D`vniY|
2. cywÄf~ZKiY (Accumulation): ga¨¯’eëmvqxiv wewfbœ iK‡gi cY¨ msMÖn K‡i Ges †m¸‡jv gRy` K‡i
iv‡L| Gici c‡Yï êwkó¨ Abymv‡i mgiƒc cY¨‡kªwY‡Z wekvj msMÖn‡K wef³ K‡i| G cÖwµqvq
mvRv‡bvi bvgB n‡jv cywÄf~ZKiY| ga¨¯’KvievwiMY Zv‡ì wecyj msMÖn †_‡K mgiƒc c‡Yï gRy` ˆZwi
K‡i, hv‡Z K‡i Ab¨vb¨ †µZv‡ì wbKU cY¨ wewµ Ki‡Z myweav nq|
3. wef³KiY (Allocation): wecyj cwigvY mgiƒc cY¨-gRy`‡K ÿz`Z ª i As‡k ev j‡U (Lot) wef³ Kivi
KvR‡K ejv nq wef³KiY| cvBKviiv mvaviYZ e„nr jU‡K ÿz`ª j‡U wef³ K‡i Ges LyPiv eëmvqx‡ì
wbKU ÿz`ª j‡U cY¨ wewµ K‡i| cvBKvi eëmvqxiv c‡Yï wW‡cv wn‡m‡e KvR K‡i Ges evRv‡ii Pvwn`v
Abyhvqx Ab¨‡ì‡K †QvU †QvU j‡U cY¨ mieivn K‡i|
4. cY¨ mw¾ZKiY (Assorting): MÖvnKiv GKB ¯’v‡b GKmv‡_ †hfv‡e †c‡Z Pvq, cY¨mvgMÖx‡K †mfv‡e
mvRv‡bv‡KB ÔcY¨ mw¾ZKiYÕ ejv nq| we‡klZ LyPiv ch©v‡q MÖvnK‡ì‡K Pvwn`v Abyqvqx cY¨ mieivn
Kivi D‡Ï‡k¨ LyPiv eëmvqxiv c‡Yï my›ì mw¾ZKi‡Yi eë¯’v K‡i|
ga¨¯’eëmvqxi cÖKvi‡f` (Classification of Middleman)

cY¨ Drcv`bKvix cÖ‡Z¨K cÖwZôvb‡KB e›Ub cÖYvwji g‡a¨ Aew¯’Z ga¨¯’eëmvqx‡ì‡K wPwýZ Ki‡Z nq, hv‡Z
c‡Yï mv‡_ m½wZ †i‡L mwVK ga¨¯’ eëmvqx eënvi Kiv hvq| evsjv‡`‡ki †cÖÿvc‡U Avgiv wewfbœ †kªYxi ga¨¯’-
eëmvqx †`L‡Z cvB| 6.3 bs wP‡Î G‡ì‡K wPwýZ K‡i †`Lv‡bv n‡q‡Q|
ga¨¯’eëmvqx
ewYK ga¨¯’eëmvqx cÖwZwbwa ga¨¯’eëmvqx Kvh©wfwËK ga¨¯’eëmvqx
 cvBKvix eëmvqx  `vjvj

 LyPiv eëmvqx  dwoqv
 wbjvg`vi
 SzuwKevnK cÖwZwbwa
 Kwgkb G‡R›U
 ¸`vg-gvwjK
 `vqMÖvnK
 wK¬qvwis I d‡ivqvwW©s G‡R›U
 gv‡P©›U
wPÎ 6.3: ga¨¯’eëmvqxi †kªwYweb¨vm
1. `vjvj (Broker): `vjvj GK cÖKvi ga¨¯’eëmvqx, †h †µZvi mv‡_ we‡µZvi cÖwZwbwa wn‡m‡e A_ev
we‡µZvi mv‡_ †µZvi cÖwZwbwa KvR K‡i Ges Dfq c‡ÿi g‡a¨ †jb‡`b m¤úv`‡b mvnvh¨ K‡i|
`vjv‡ji KvRB n‡jv †µZv I we‡µZvi g‡a¨ ms‡hvM m„wó Kivi gva¨‡g †jb‡`‡bi Pzw³ m¤úv`‡b mnvqZv
Kiv| †m Zvi Kv‡Ri wewbg‡q `vjvjx (Brokerage) cvq|GB `vjvwjB Zvi Avq| `vjvj KLbI
cY¨mvgMÖx wb‡Ri `L‡j iv‡L bv- †m ïay gva¨g wn‡m‡e KvR K‡i| `vjvj †µZv Ges we‡µZv Dfq c‡ÿi
wbKU †_‡K wKsev ïay GK c‡ÿi wbKU †_‡K Kwgkb ev `vjvwj MÖnY K‡i|
2. dwoqv (Faria) : †hme ga¨¯’eëmvqx wb‡Ri wbqš¿‡Y cY¨`ªe¨ †i‡L cY¨ gvwj‡Ki cÖwZwbwa n‡q wb‡Ri
bv‡g cY¨ weµq K‡i Zv‡ì‡K dwoqv e‡j| Zviv myweavRbK mg‡q cY¨ weµ‡qi Pzw³ m¤úv`b K‡i wKš‘
†µZvi wbKU cY¨ gvwj‡Ki bvg cÖKvk K‡i bv| dwoqviv Kwgk‡bi wfwË‡Z KvR K‡i|
3. bxjvg`vi (Auctioneer): †Kvb c‡Yï gvwj‡Ki cÿ n‡q A_©vr Zvi cÖwZwbwa wn‡m‡e †h e¨w³ ev
cÖwZôvb bxjv‡gi gva¨‡g m‡e©v”P WvKKvixi wbKU cY¨ weµ‡qi `vwqZ¡ MÖnY K‡i Zv‡K bxjvg`vi e‡j|

bxjvg`vi e¨w³ wKsev cÖwZôvb †h †KD n‡Z cv‡i| bxjvg`vi Zvi Kv‡Ri Rb¨ cvwikªwgK wn‡m‡e Kwgkb
MÖnY K‡i|
4. SuywKevnK cÖwZwbwa (Del-credere Agent): G †kªYxi ga¨¯’eëmvqxiv av‡i cY¨ wewµi Pzw³
m¤úv`bKv‡j †µZv KZ©„K c‡Yï g~j¨ mwVK mg‡q cwi‡kv‡ai `vq-`vwqZ¡ MÖnY K‡i| A_©vr †µZv hw`
mgqgZ g~j¨ cwi‡kv‡a e¨_© nq Zv n‡j ga¨¯’eëmvqx we‡µZv‡K g~j¨ cwi‡kva Ki‡Z eva¨ _v‡K| GB
AwZwi³ `vwqZ¡ MÖn‡Yi wewbg‡q Zviv mvaviY Kwgk‡bi AwZwi³ AviI wKQy †ewk Kwgkb Av`vq K‡i|
wewµZ c‡Yï g~j¨ cwi‡kvaRwbZ SzuwKi `vwqZ¡ MÖn‡Y K‡i e‡j Zviv SuywKevnK cÖwZwbwa wn‡m‡e cwiwPZ|
evowZ SzuwK MÖn‡Yi Rb¨ GKRb ga¨¯’eëmvqx †h evowZ Kwgkb †c‡q _v‡K Zv‡K SuywK evn‡Ki Kwgkb
ejv nq|
5. Kwgkb G‡R›U (Commisssion Agent): †hme ga¨¯’eëmvqx Kwgk‡bi wfwË‡Z †µZv I we‡µZvi
cÖwZwbwa n‡q c‡Yï µq-weµq Kvh© m¤úv`b K‡i Zv‡ì‡K Kwgkb G‡R›U ejv nq| mvaviYZ G RvZxq
ga¨¯’eëmvqx †`wkq cY¨-Drcv`‡Ki wbKU †_‡K wbR bv‡g cY¨ msMÖn K‡i we‡`wk †µZvi wbKU
digv‡qk †gvZv‡eK mieivn K‡i| A‡bK †ÿ‡Î Zviv †`wkq †µZvi cÖwZwbwa wn‡m‡e cY¨ µq Kivi
`vwqZ¡ MÖnY K‡i|
6. ¸`vg-gvwjK (Warehouse Owner): G †kªYxi ga¨¯’eëmvqx c‡Yï gvwj‡Ki ev eëmvqx‡ì c‡ÿ Zvi
wbR wbqš¿Yvaxb ¸`v‡g cY¨ ¸`vgRvZ K‡i ivLvi `vwqZ¡ MÖnY K‡i| wbw`©ó †gqv‡ì wfwË‡Z cY¨
¸`vgRvZ K‡i ivLv nq Ges Z¾b¨ ¸`vg-gvwjKfvov MÖnY K‡i| A‡b‡K ¸`vg-gvwjK‡K ga¨¯’eëmvqx
wn‡m‡e AwfwnZ Ki‡Z bvivR| Zviv G‡K e›Ub cÖYvwji mnvqKcÖwZwbwa (Facilitating agency) wn‡m‡e
g‡b K‡ib|
7. `vqMÖvnK (Underwriter) : `vqMÖvnKMY ga¨¯’eëmvqx wn‡m‡e †kqvi evRv‡i (÷K G·‡PÄ) †kqvi ev
FYcÎ wewµi `vwqZ¡ MÖnY K‡i| †Kvb cvewjK wjwg‡UW †Kv¤úvwbi wbw`©ó msL¨K †kqvi/FYcÎ weµq
Kivi `vwqZ¡ MÖnY Kivi ci `vqMÖvnK Zv †kqvi evRv‡i wewµi cÖ‡Póv Pvjvq| hw` me †kqvi/FYcÎ
weµq Ki‡Z bv cv‡i ZLb `vqMÖvnK wb‡RB AwewµZ †kqvi/FYcÎmg~n wK‡b †bq| †kqvi wewµi `vq
MÖnY K‡i e‡j Zv‡K `vqMÖvnK ejv nq| †m `vq MÖn‡Yi Rb¨ Kwgkb cvq| GB Kwgkb Ô`vqMÖnY KwgkbÕ
(Underwriting commission) bv‡g cwiwPZ|
8. wK¬qvwis I d‡ivqvwW©s G‡R›U (Clearing and Forwarding agent) : hLb we‡`k †_‡K cY¨ Avg`vwb
Kiv nq ZLb wK¬qvwis G‡R›U wb‡qvM Kiv nq| G RvZxq G‡R›U Avg`vwbKvi‡Ki c‡ÿ ïé msµvšÍ
(Customs) AvbyôvwbKZv cvjb K‡i, RvnvR KZ©„c‡ÿi wbKU †_‡K c‡Yï Lvjvm †bq, Ges wb‡`©kvbymv‡i
Zvi cÖav‡bi (Principal) wbKU cY¨ cvwV‡q †`q| cÿvšÍ‡i, cY¨ ißvwbi mgq d‡ivqvwW©s G‡R›U wb‡qvM
Kiv nq| d‡ivqvwW©s G‡R‡›Ui KZ©‡eï g‡a¨ e›`‡i ev W‡K Rvnv‡R †evSuvB-Gi Rb¨ cY¨ MÖnY Kiv,
RvnvR †Kv¤úvwbi m‡½ c‡Yï fvovi eë¯’v Kiv, ïé msµvšÍ AvbyôvwbKZv cvjb Kiv, cÖ‡qvRbxq
cÖZ¨qcÎ msMÖn Kiv Ges †bŠ-exgvi eë¯’v Kiv BZ¨vw` AšÍfy³
© | GKB e¨w³ ev cÖwZôvb GKB mg‡q
wK¬qvwis I d‡ivqvwWs G‡R›U wn‡m‡e KvR Ki‡Z cv‡i|
9. gv‡P©›U (Merchant): †h ga¨¯’eëmvqx c‡Yï Drcv`K ev we‡µZvi wbKU †_‡K c‡Yï ¯^Z¡ jvf K‡i
Ges cieZ©xKv‡j A‡bï wbKU D³ cY¨ cybtweµq K‡i, Zv‡K gv‡P©›U e‡j| gv‡P©›U eëmvqxi cÖavb
êwkó¨ n‡jv, †m cY¨ µ‡qi gva¨‡g c‡Yï gvwjKvbv ev ¯^Z¡ jvf K‡i| cvBKvi I LyPiv eëmvqxiv
mvaviYZ gv‡P©›U †kªYxf~³|
Dcmsnv‡i ejv hvq †h, †Kvb †Kvb cÖwZôvb A‡bK mgq we‡kl †Kvb ga¨¯’eëmvqxi †mev wb‡Z AcivM nq g~jZ
AwaK e¨‡qi Kvi‡Y ev ga¨¯’eëmvqxi Amn‡hvwMZvi Kvi‡Y| ZLb Zv‡K Ab¨ eë¯’v wb‡Z nq| GKwU Nwo
†Kv¤úvwb Zv‡ì ¯^íg~‡jï Nwo Ry‡qjvwi †`vKv‡bi gva¨‡g wewµi Rb¨ wm×všÍ †bq| wKšÍy AwaKvsk Ry‡qjvwi
†`vKvb Nwo wewµi `vwqZ¡ wb‡Z AcivMZv cÖKvk Kivq Nwo †Kv¤úvwb †kl ch©šÍ LyPiv †÷v‡ii gva¨‡g Nwo weµ‡qi
wm×všÍ MÖnY K‡i| Zv‡ì G wm×všÍ ev¯Íevqb Kivi ci †Kv¤úvwb wecyj evRvi cvq|
ga¨¯’eëmvqxi mydj I Kzdj (Advantages and Disadvantages of Middleman)

K) ga¨¯’eëmvqxi mydj (Advantages of Middleman)
Drcv`bKvixiv Zv‡ì weµq Kv‡Ri wKQy Ask ga¨¯’Kvievix‡ì wbKU †Q‡o †`q| Avevi wKQy ‡Kv¤úvwb Zv‡ì
cY¨ weµ‡qi cy‡iv welqUv ga¨¯’Kvix‡ì Kv‡Q w`‡q †`q| hwÌ ga¨¯’KvievixMY cY¨ Drcv`‡bi mv‡_ RwoZ
_v‡K bv Z_vwc cY¨ Drcv`‡bi †ÿ‡Î Zv‡ì ¸iæZ¡ Acwimxg| GKwU †`‡ki Drcv`K, †fv³v Ges mgvR
KvVv‡gv‡Z ga¨¯’Kvievix cÖZ¨ÿ Ges c‡ivÿfv‡e cÖfve we¯Ívi K‡i _v‡K| ga¨¯’Kvievix‡ì eënvi K‡i
Drcv`KMY bvbvwea myweav cvq, hvi d‡j G‡ì cÖ‡qvRbxqZv ev ¸iæZ¡ memgq _v‡K| wb‡gœ wewfbœ `„wó‡KvY
†_‡K GB welqwU Av‡jvPbv Kiv n‡jv|
1. Drcv`bKvixi `„wó‡KvY †_‡K (From the viewpoint of Producers): Drcv`b KvR
cwiPvjbvi †ÿ‡Î GKRb Drcv`K cÖvq †ÿ‡ÎB ga¨¯’Kvievix‡ì Dci wbf©ikxj n‡q n‡o|
ga¨¯’Kvievix‡ì gva¨‡g Drcv`bKvix Zvi c‡Yï evRvi Z_¨ (†hgb †µZvi evRvi Pvwn`v,
cQ›`, AcQ›`, µq-ÿgZv, cÖwZ‡hvMx‡ì cY¨ BZ¨vw`) m¤ú‡K© AeMZ _vK‡Z cv‡i|
ga¨¯’Kvievixiv Drcv`bKvix‡K KL‡bv AwMÖg g~j¨, KL‡bv FY w`‡q Drcv`b Kv‡h© g~jab e„w×‡Z
mnvqZv K‡i _v‡K| ZvQvov cY¨ weµ‡qi c~Y© `vwqZ¡ wb‡q Drcv`‡Ki SzuwK A‡bKvs‡k jvNe K‡i
_v‡K| cY¨ GK ¯’vb †_‡K Ab¨ ¯’v‡b n¯ÍvšÍ‡ii gva¨‡g ¯’vbMZ Dc‡hvM, ¸`vgRvZKi‡Yi gva¨‡g
mgqMZ Dc‡hvM Ges µq weµ‡qi gva¨‡g ¯’Z¡MZ Dc‡hvM m„wó K‡i eÈb cÖYvjx‡Z ¸iæZ¡c~Y©
f~wgKv cvjb K‡i _v‡K| ga¨¯’Kvievixiv Zv‡ì Kvh©KvVv‡gv wVK †i‡L c‡Yï eÈb LiP Kwg‡q
_v‡K hv Drcv`‡bi wgZe¨wqZv e‡q wb‡q Av‡b| GQvov ga¨¯’vKvievixiv Pvwn`v Ges †hvMv‡bi
g‡a¨ myôy mgš^‡qi gva¨‡g A_©‰bwZK fvimvg¨ iÿv K‡i _v‡K| GK ¯’v‡b c‡Y¨ Pvwn`v †`Lv w`‡j
Ab¨ DØ„Ë AÂj †_‡K cY¨ G‡b mgZv iÿv K‡i| bZzb cY¨ aviYv Ges bZzb cY¨ Dbœq‡bi
e¨vcv‡i Giv Drcv`K‡K wewfbœfv‡e mvnvh¨ I mn‡hvwMZv K‡i| evRv‡i cY¨ Ges g~j¨ msµvšÍ
†Kvb RwUj mgm¨v Ges Ab¨vb¨ eëmvwqK wel‡q Drcv`K hw` †Kvb mgm¨vi g‡a¨ _v‡K, ZLb
ga¨¯’KvievixMY wewfbœ ai‡bi civgk© cÖ`vb K‡i _v‡K| A‡bK mgq ga¨¯’KviKvix‡ì m„wókxj
Kvh©µg I Kg©m~wP †Kv¤úvwbi cÖPviYvg~jK KvR wnmv‡e wPwýZ n‡q _v‡K| d‡j ga¨¯’KviKvixMY
eëmv‡qi †ÿ‡Î Zv‡ì ¸iæZ¡ cÖwZwôZ Ki‡Z †c‡i‡Q| hvi Kvi‡Y Drcv`‡bi wbKU Zv‡ì ¸iæZ¡
Ges cÖ‡qvRbxqZv w`b w`b e„w× cv‡”Q|
2. †fv³v‡ì `„wó‡KvY †_‡K (From the viewpoint of Consumers): GKRb Drcv`K cY¨
Drcv`b Ki‡jI †fv³viv g~jZt cY¨ msMÖn K‡i ga¨¯’KviKvix‡ì wbKU †_‡K| d‡j eëmv
cÖwµqv‡Z †fv³v‡ì me‡P‡q Kv‡Qi gvbyl n‡jv ga¨¯’KviKvixiv| †µZviv Zv‡ì Afve
Awf‡hvM, Pvwn`v, Avkv AvKv•Lv BZ¨vw` welq †hgb ga¨¯’vKviKvix‡ì wbKU cÖKvk Ki‡Z cv‡i,
†Zgwb ga¨¯’KviKvixMY †µZv‡ì Pvwn`v Ges cQ›` Abyhvqx cY¨ mieivn Ki‡Z cv‡i|
ga¨¯’KviKvixiv cÖavbZ evRv‡i g~j¨ wbqš¿Y K‡i _v‡K| †Kvb †Kvb mgq wewfbœ †ÿ‡Î
ga¨¯’KviKvixiv evRv‡i K…wÎg msKU m„wó Ki‡Z cv‡i Avevi eÈb LiP Kwg‡q Ges eÈb cÖYvwj
wbqš¿‡Yi gva¨‡g †fv³v‡ì Kg g~‡j¨ cY¨ mieivn Ki‡Z cv‡i| GQvov, evRv‡i bZzb bZzb cY¨
mieivn K‡i †fv³vi †fv‡Mi êwPÎ¨ e„w× K‡i _v‡K hv Zv‡ì RxebhvÎvi gvb‡K DbœZ Ki‡Z
mnvqZv cÖ`vb K‡i| ga¨¯’Kvievixiv c„w_exi GK cÖv‡šÍi cY¨‡K Ab¨ cÖv‡šÍ †cuŠ‡Q w`‡q †fv³v‡ì
†fv‡Mi g‡a¨ MwZkxjZv wb‡q Avm‡Q| c‡Yï †fvM wbwðZ Ki‡Z †fv³viv ga¨¯’vKvievix‡ì

Dci wbf©ikxj n‡q co‡Q| hvi Kvi‡Y evRviRvZKvixiv †Kvb g‡ZB ga¨¯’Kvievix‡ì D‡cÿv
K‡i Pj‡Z cvi‡Q bv|
3. mgv‡Ri `„wó‡KvY †_‡K (From the viewpoint of Society): evRviRvZKiY Kvh©µg e„w×i
mv‡_ mv‡_ ga¨¯’Kvievix‡ì msL¨v µgvMZfv‡e e„w× cv‡”Q| Gi gva¨‡g A‡bK †eKvi, wkwÿZ,
Aa©wkwÿZ †jv‡Ki Kg©ms¯’v‡bi my‡hvM m„wó n‡”Q| mgv‡R †eKvi mgm¨vi GKUv c_ mycwÖ ZwóZ
n‡”Q| wewfbœ mgq ga¨¯’Kvievixiv `vq-MÖvnK (Underwriter) wnmv‡e †kqvi I wW‡eÂvi weµq
K‡i wk‡íi Rb¨ cÖ‡qvRbxq g~ja‡bi †hvMvb w`‡q _v‡K| Drcv`‡bi cwi‡ek‡K myMg K‡i
ga¨¯’Kvievixiv cY¨ Drcv`‡b MwZkxjZv wb‡q Av‡m Ges cY¨ Drcv`b e„w×‡Z mnvqZv K‡i hv
RvZxq Avq e„w×‡Z mnvqZv K‡i _v‡K| GQvov ga¨¯’Kvievixiv mvgvwRK wewfbœ Kvh©µ‡g
AskMÖnY K‡i mgvR Dbœq‡b h‡_ó f~wgKv ivL‡Q| eëmvwqK Kvh©µg cwiPvjbvq mdj n‡q Zviv
cÖPzi A_©-m¤ú‡ì gvwjK n‡”Q Ges cieZx©‡Z Zviv bZzb eëmv‡qi D‡`¨vM wb‡”Q hv mgv‡R wkí
Dbœq‡bi c_‡K myMg Ki‡Q|
4. †jb‡`‡bi `„wó‡KvY †_‡K (From the viewpoint of Transactions): eÈb cÖYvwj
†jb‡`‡bi msL¨v n«vmKi‡Yi †ÿ‡Î we‡kl f~wgKv cvjb K‡i| eÈb cÖYvwji Afv‡e †jb‡`‡bi
msL¨v A‡bK e„w× cvq| wKfv‡e eÈb cÖYvwj †jb‡`‡bi msL¨v n«vm K‡i, Zv wb‡gœi wP‡Îi mvnv‡h¨
†`Lv‡bv n‡jv-
wPÎ-K wPÎ-L
D ‡fv D ‡fv
D ‡fv D g ‡fv
D ‡fv D ‡fv
wPÎ 6.4 t eÈb cÖYvwj wKfv‡e †jb‡`‡bi msL¨v n«vm K‡i

Dc‡i wP‡Î ÔKÕ As‡k †Kvb ga¨¯’Kvievix ev eÈb cÖYvwj †bB| ZvB GKRb Drcv`K‡K mKj
†fv³vi mv‡_ †hvMv‡hvM Ki‡Z n‡”Q| wZbRb Drcv`K‡K wZb Rb †fv³vi mv‡_ †gvU 9 evi
†hvMv‡hvM Ki‡Z n‡”Q| Ab¨ w`‡K ÔLÕ As‡k eÈb cÖYvwji mnvqZv †bqv n‡q‡Q| ZvB GLv‡b
†hvMv‡hv‡Mi cwigvb n‡”Q Kg| wZbRb Drcv`K gvÎ wZbevi eÈb cÖYvwji mv‡_ †hvMv‡hvM
Ki‡Q Ges Zvi †hvMv‡hv‡Mi RwUjZv A‡bKvs‡k K‡g hv‡”Q| Gfv‡e ga¨¯’Kvievixiv †h KvR
Drcv`bKvix Ges †fv³v Dfq‡K Aek¨B Ki‡Z n‡Zv Zvi cwigvY Kwg‡q w`‡”Q|
L) ga¨¯’eëmvqxi Kydj (Disadvantages of Middleman):

1. ga¨¯’eëmv‡qi †ÿ‡Î jÿ¨ Kiv hvq †h Zv‡ì cY¨ mswkøó Kvh©µ‡gi Kvi‡Y P~ovšÍ †fv³v †ewk g~‡j¨
µq Ki‡Q|
2. ga¨¯’eëmv‡qi Amn‡hvwMZvi Kvi‡Y c‡Yï Drcv`b e¨vnZ n‡Z cv‡i|
3. Drcv`K I †fv³vi gv‡S ga¨¯’eëmvqx KvR K‡i e‡j Pvwn`v I †hvMv‡bi mvgÄm¨ iÿvi †ÿ‡Î Zvi
wbqš¿Y †ewk _v‡K|
4. ga¨¯’eëmvqx Amn‡hvwMZv Ki‡j cY¨ mieivn e¨vnZ n‡Z cv‡i|
5. ga¨¯’eëmvqx Amvay Kvh©Kjv‡c wjß n‡j †`‡ki A_©‰bwZK eë¯’vi Dci cÖwZK~j cÖfve co‡Z
cv‡i|
wkÿv_©xi KvR ga¨¯’ eëmvqx wK wK Kv‡Ri mv‡_ RwoZ?
mvims‡ÿc:
Drcv`K I †fv³vi ga¨Kvi `~iZ¡ `~i Kiv Rb¨ GK †kªwYi e¨w³ (ev cÖwZôvb) gybvdvi wewbg‡q Drcv`‡Ki cY¨
†fv³vi wbKU cwi‡ek‡bi eë¯’v K‡i| G‡ì‡KB ejv nq ga¨¯’eëmvqx| ga¨¯’eëmvqx‡ì AwaK nv‡i cY¨
µq Ki‡Z nq| Avevi ga¨¯’eëmvqx me ai‡bi cY¨ µq-weµ‡qi Kv‡R RwoZ bq eis Aí msL¨K GKB
ai‡bi cY¨ wb‡q KvR K‡i| ga¨¯’eëmvqxiv cY¨ e›U‡bi mv‡_ RwoZ Kvh©vewji mv‡_ mv‡_ cY¨ evQvBKiY,
cyuwRKiY, wef³KiY, cY¨ mw¾ZKiY BZ¨vw` KvRI K‡i _v‡K| ga¨¯’eëmvqx‡ì wZbwU wfwË‡Z fvM Kiv
hvq: h_vewYK ga¨¯’eëmvqx, cÖwZwbwa ga¨¯’eëmvqx I Kvh©wfwËK ga¨¯’eëmvqx| hwÌ ga¨¯’KvievixMY cY¨
Drcv`‡bi mv‡_ RwoZ _v‡K bv, Z_vwc cY¨ Drcv`‡bi †ÿ‡Î Zv‡ì ¸iæZ¡ Acwimxg| GKwU †`‡ki Drcv`K,
†fv³v Ges mgvR KvVv‡gv‡Z ga¨¯’Kvievix cÖZ¨ÿ Ges c‡ivÿfv‡e cÖfve we¯Ívi K‡i _v‡K| Avevi
ga¨¯’eëmv‡qi †ÿ‡Î jÿ¨ Kiv hvq †h, G eëmv‡qi mv‡_ mswkøó Kvh©µ‡gi Kvi‡Y P~ovšÍ †fv³v †ewk g~‡j¨
cY¨ Ki‡Q Ges ga¨¯’eëmv‡qi Amn‡hvwMZvi Kvi‡Y c‡Yï Drcv`b e¨nZ nIqvi m¤¢vebv _v‡K|
6.

1| ga¨¯’eëmvqxi Kvh©vewj n‡jvÑ
i) ¯’vbMZ Dc‡hvM m„wó ii) mgqMZ Dc‡hvM m„wó iii) Z_¨ mieivn
2| Kviv c‡Yï gvwjKvbv MÖnY I cY¨ weµq †_‡K ewÂZ?
K) cÖwZwbwa ga¨¯’eëmvqx L) ewYK ga¨¯’eëmvqx
M) Drcv`K N) Kvh©wfwËK ga¨¯’eëmvqx
3| cybtweµ‡qi D‡Ï‡k¨ µq K‡iÑ
i) Drcv`K ii) cvBKvi iii) LyPiv eëmvqx
4| ga¨¯’eëmvqxi Amn‡hvwMZvi Kvi‡Y wb‡Pi †Kvb& mgm¨v ˆZwi n‡Z cv‡i?
K) cY¨ mieivn e¨nZ L) gybvdv n«vm
M) ‡µZv nviv‡bv N) cY¨ gvb K‡g hvIqv
5| †h me ga¨¯’ eëmvqx wb‡Ri wbqš¿‡Y cY¨`ªe¨ †i‡L cY¨ gvwj‡Ki cÖwZwbwa n‡q wb‡Ri bv‡g cY¨ weµq K‡i
Zv‡ì‡K wK e‡j|?
K) cÖwZwbwa ga¨¯’eëmvqx L) Kwgkb G‡R›U
M) dwiqv N) `vjvj

cvV-6.3 †fvM¨cY¨, wkícY¨, ‡mev I K…wlc‡Yï eÈb cÖYvwj

Distribution Channel of Consumer Products, Industrial
Products, Services and Agricultural Goods
D‡Ïk¨

• †fvM¨ c‡Yï wewfbœ eÈb cÖYvjx m¤ú‡K© Rvb‡Z cvi‡eb;
• wkí c‡Yï eÈb cÖYvjx e¨vL¨v Ki‡Z cvi‡eb;
• †mev c‡Yï eÈb cÖYvjx eY©bv Ki‡Z cvi‡eb;
• K…wl c‡Yï eÈb cÖYvjx e¨vL¨v Ki‡Z cvi‡eb;Ges
• evsjv‡`‡k K…wl cY¨ wecY‡b mgm¨vmg~n Imgm¨v mgvav‡bi Dcvq|
cªwZwbwa ev wWjvi, cvBKvwi eëmvqx, LyPiv eëmvqx, cÖwZwbwa, weµq kvLv

gyL¨ kãgvjv weZibKvix|
(Keywords)
c‡Yï cÖKvi‡f` Ges êwk‡óï Dci wbf©i K‡i c‡Yï eÈb cÖYvwj wewfbœ iKg n‡Z cv‡i| KwZcq
cY¨ mivmwi eÈb Kiv mnR, Avevi wKQy cY¨ mivmwi eÈb Kiv hvq bv| wkíc‡Yï ‡ÿ‡Î GKwU eÈb
cÖYvwjDc‡hvMx n‡jI †fvM¨c‡Yï Rb¨ †mUv Dc‡hvMx bv-I n‡Z cv‡i| P~ovšÍ cY¨ †fv³v‡ì wbKU †cŠuQv‡bvi Rb¨
hZ¸‡jv ga¨¯’Kvievix eëüZ nq, G‡ì cÖ‡Z¨K‡K GKwU K‡i ¯Íi ejv nq| wb‡gœ eÈb cÖYvwji ¯Íimg~n I
cÖKvi†f` wb‡q Av‡jvPbv Kiv n‡jv-
†fvM¨c‡Yï eÈb cÖYvwj (Distribution Channel of Consumer Products)
mvavibZ mivmwi †fv‡Mi Rb¨ †h cY¨ eëüZ nq Zv‡K †fvM¨cY¨ ejv nq| †fvM¨c‡Yï Rb¨ mvavibZ wbgœ wjwLZ
eÈb cÖYvjx Abymib Kiv nq| ‡hgb-
K) mivmwi wecYb cÖYvwj (Dircet Marketing Channel): ‡Kvb ai‡Yi ga¨¯’Kvievixi mnvqZv bv wb‡q
hLb Drcv`‡Ki wbKU †_‡K mivmwi †fv³vi Kv‡Q cY¨ †cŠuQv‡bv nq ZLb †mB eÈb eë¯’v‡K mivmwi
evRviRvZKiY cÖYvwj e‡j| Avgv‡ì †`‡ki ÿz`ª K…lKiv wb‡R‡ì Drcvw`Z cY¨ wb‡RivB mivmwi
evRv‡i wb‡q †fv³v‡ì Kv‡Q weµq K‡i| wb‡P wP‡Îi gva¨‡g GB cÖYvwjwU †`Lv‡bv n‡jv-
Drcv`bKvix ‡fv³v
wPÎ 6.5 (K): mivmwi evRviRvZKiY cÖYvwj

L) LyPiv eëmvqxi gva¨‡g eÈb (Distribution Through Retailers): cY¨ eÈb cÖwµqv‡Z hLb LyPiv
eëmvqx eënvi Kiv nq, ZLb Zv‡K GK-¯Íi wewkó eÈb cÖYvjx ejv nq| GLv‡b cY¨ Drcv`‡Ki wbKU
†_‡K LyPiv eëmvqx‡ì wbKU cvVv‡bv nq| †fv³viv LyPiv eëmvqx‡ì wbKU †_‡K cY¨ msMÖn K‡i| wb‡gœ
Giƒc eÈb cÖYvwji GKwU g‡Wj †`Lv‡bv n‡jv-
Drcv`bKvix LyPiv eëmvqx ‡fv³v
wPÎ 6.5(L): LyPiv eëmvqxi gva¨‡g eÈb
M) cvBKvix eëmvqx I LyPiv eëmvixi gva¨‡g eÈb (Distribution Through Wholesalers and
Retailers): eÈ‡bi †ÿ‡Î hLb LyPiv eëmvqxi mv‡_ mv‡_ cvBKvix eëmvqxi mnvqZv †bqv nq, ZLb
†m eÈb eë¯’v‡K cvBKvix eëmvqx I LyPiv eëmvqxi gva¨‡g eÈb cÖYvwj ejv nq| GLv‡b †h‡nZz `yB
cÖKvi m`m¨ AšÍf©y³ _v‡K, †m Kvi‡Y Giƒc e›Ub eë¯’v‡K wØ-¯Íi wewkó eÈb cÖYvwj ejv nq|
G‡ÿ‡ÎcvBKvix eëmvqxiv Drcv`‡Ki wbKU †_‡K cY¨ µq K‡i Ges Zviv LyPiv eëmvqxi wbKU wewµ
K‡i| †fv³viv LyPiv eëmvqx‡ì wbKU †_‡K cY¨ msMÖn K‡i| wb‡gœ Giƒc eÈb eë¯’v Dc¯’vcb Kiv
n‡jv-
Drcv`bKvix cvBKvwi eëmvqx LyPiv eëmvqx ‡fv³v
wPÎ 6.5(M): LyPiv Ges cvBKvwi eëmvqxi gva¨‡g eÈb
N) cªwZwbwa ev wWjv‡ii gva¨‡g eÈb (Distribution Through Agency or Dealer): Drcvw`Z cY¨
hLb cÖwZwbwa ev wWjv‡ii gva¨‡g eÈb Kiv nq, ZLb †m eÈb eë¯’v‡K cÖwZwbwa ev wWjv‡ii gva¨‡g
eÈb ejv nq| GLv‡b Drcv`bKvixi wbR¯^ weµq‡K›`ª †Lvjvi ev weµqKgx© ivLvi Sv‡gjv _v‡K bv Ges
evRv‡ii Dci wbqš¿Y _v‡K| Drcv`bKvix G‡R›U‡K c‡Yï weµqg~‡jï Dci Kwgkb w`‡q _v‡K|
Drcv`bKvix cÖwZwbwa ev wWjvi eëmvqx ‡fv³v
wPÎ 6.5(N): cÖwZwbwa ev wWjvi eëmvqxi gva¨‡g eÈb|

O) cªwZwbwa ev wWjvi I LyPiv eëmvqxi gva¨‡g eÈb (Distribution through Agency or Dealer and
Retailer): Drcvw`Z cY¨ hLb cvBKvi, ReŸvi Ges LyPiv eëmvqxi gva¨‡g eÈb Kiv nq, ZLb †m
eÈb eë¯’v‡K cvBKvi, ReŸvi I LyPiv eëmvqxi gva¨‡g eÈbeë¯’v ejv nq| GLv‡b wZbRb eÈb m`m¨
AšÍf©y³ _vKvq Giƒc cÖYvwj‡K wZb-¯Íi wewkó cÖYvwj ejv nq| GLv‡b ReŸvi `vjvj ev G‡R‡›Ui b¨vq
KvR K‡i _v‡K| wb‡gœ GB eë¯’vi GKwU g‡Wj †`Lv‡bv n‡jv
Drcv`bKvix cÖw Zwbwa ev wWjvi eëmvqx LyPiv eëmvqx ‡fv³v
wPÎ 6.5(O): cÖwZwbwa ev wWjvi I LyPiv eëmvqxi gva¨‡g eÈb|

P) cªwZwbwa ev wWjvi, cvBKvwi eëmvqx I LyPiv eëmvqxi gva¨‡g eÈb (Distribution through
Agency or Dealer, Wholesaler, and Retailer): Drcvw`Z cY¨ hLb cvBKvi, ReŸvi Ges LyPiv
eëmvqxi gva¨‡g eÈb Kiv nq, ZLb †m eÈb eë¯’v‡K cvBKvwi eëmvqx, ReŸvi I LyPiv eëmvqxi
gva¨‡g eÈb ejv nq| GLv‡b Pvi Rb eÈb m`m¨ AšÍfy³ © _vKvi Kvi‡Y G cÖYvwj‡K Pvi-¯Íi wewkó cÖYvwj
ejv nq| wb‡gœ GB eë¯’vi GKwU g‡Wj †`Lv‡bv n‡jv
Drcv`bKvix cÖwZwbwa ev wWjvi cvBKvi LyPiv eëmvqx ‡fv³v
wPÎ 6.5(P): cÖwZwbwa ev wWjvi, cvBKvwi, I LyPiv eëmvqxi gva¨‡g eÈb|
wkíc‡Yï eÈb cÖYvwj (Distribution Channel of Industrial Products)

‡h mKj cY¨ cybivq Drcv`‡bi Rb¨ A_ev cyb:weµ‡qi Rb¨ µq Kiv n‡q _v‡K, Zv‡K wkícY¨ ev eëmvq-cY¨
ejv nq| †fvM¨cY¨ Av‡cÿv G c‡Yï eÈb cÖYvwj‡Z cv_©K¨ †`Lv hvq| mvaviYZ eëmvq-c‡Yï eÈb cÖYvwj †QvU
n‡q _v‡K| wb‡gœ eëmvq-c‡Yï wewfbœ ai‡bi eÈb c×wZ †`Lv‡bv n‡jv-

K) mivmwi eÈb (Direct Distribution): Drcv`bKvix hLb †Kvb ga¨¯’Kvievix Qvov mivmwi eëmvqx
c‡Yï eënviKvix‡ì wbKU cY¨ weµq K‡i ZLb Zv‡K mivmwi eÈb c×wZ e‡j| †gwkbvix, LyPiv
hš¿vsk I KvuPvgvj cÖvq †ÿ‡Î mivmwi eënviKvix‡ì wbKU weµq Kiv n‡q _v‡K| wb‡gœ GB c×wZi
GKwU g‡Wj †`Lv‡bv n‡jv-
Drcv`bKvix wkíc‡Yï †µZv
wPÎ 6.6(K): mivmwi eÈb
L) wkíc‡Yï cwi‡ek‡Ki gva¨‡g eÈb (Distribution through Industrial Distributors): GB eÈb
eë¯’vq Drcv`KMY mivmwi eënviKvix‡ì wbKU cY¨ weµq K‡i bv| Zviv wkíc‡Yï cwi‡ekK A‡š^lY
K‡i Ges Zv‡ì wbKU cY¨ weµq K‡i| wkíc‡Yï †µZviv wkíc‡Yï cwi‡ekK‡ì wbKU †_‡K cY¨
msMÖn K‡i| wb‡gœ wP‡Îi gva¨‡g GB c×wZwU e¨vL¨v Kiv n‡jv-
Drcv`bKvix wkíc‡Yï cwi‡ekK wkíc‡Yï †µZv
wPÎ 6.6(L): wkíc‡Yï cwi‡ek‡Ki gva¨‡g eÈb
M) cÖwZwbwa ev weµq-kvLvi gva¨‡g eÈb (Distribution through Manufacturer's
Representative or Sales Office): Giƒc eë¯’vq Drcv`K Zvi wbR¯^ cÖwZwbwa A_ev weµq-kvLvi
gva¨‡g cY¨ weµq K‡i| mvavibZ Drcv`K Zvi GKK wbqš¿Y eRvq ivLvi Rb¨ G c×wZ MÖnY K‡i
_v‡K| †h mKj †ÿ‡Î wbR¯^ weµq-kvLvi gva¨‡g cY¨ weµq e¨qeûj e‡j g‡b nq, †mLv‡b Drcv`bKvix
wbR¯^ G‡R‡›Ui gva¨‡g cY¨ weµq K‡i| GKRb Drcv`bKvix †U·UvBj wk‡íi Rb¨ cÖ‡qvRbxq myZv, is,
hš¿cvwZ BZ¨vw` †kviæ‡g ¯’vcb K‡i weµq Ki‡Z cv‡ib A_ev G‡R›U wb‡qvM Ki‡Z cv‡ib| wP‡Î welqUvi
e¨vL¨v †Ìqv n‡jv-
Drcv`bKvix cÖwZwbwa ev weµq kvLv wkí c‡Yï †µZv
wPÎ 6.6(M): cÖwZwbwa ev weµq kvLvi gva¨‡g weµq

N) cÖwZwbwa ev weµq kvLv I cwi‡ek‡Ki gva¨‡g eÈb (Distribution through Representatives or
Sales Office and Industrial Distributors): Giƒc †ÿ‡Î Drcv`K wbR¯^ weµq-kvLv A_ev
cÖwZwbwai gva¨‡g wkíxq cwi‡ekK‡ì Kv‡Q cY¨ †cŠuQvq| Zvici wkíxq †µZv‡ì wbKU cY¨ weµq
K‡i| G‡K `yB ¯Íi wewkó eÈb cÖYvwj ejv nq| †h mKj cY¨ wkí †ÿ‡Î cÖwZwbqZ eënvi Kiv nq Ges
GKK g~j¨ Kg †m mKj †ÿ‡Î G cÖKvi eÈb cÖYvwj eënvi Kiv nq| GLv‡b weµ‡qvËi †mevi
cÖ‡qvRbxqZv Kg _v‡K| wb‡gœ GKwU g‡W‡ji gva¨‡g GB c×wZwU †`Lv‡bv n‡jv-
Drcv`bKvix cÖwZwbwa ev weµq kvLv wkíc‡Yï cwi‡ekK wkíc‡Yï †µZv
wPÎ 6.6(N): cÖwZwbwa/ weµq kvLv I weZiYKvix‡ì gva¨‡g eÈb
†mev c‡Yï eÈb cÖYvwj (Distribution Channel of Services)

eZ©gv‡b eÈb cÖYvwj ïaygvÎ e¯‘MZ c‡Yï g‡a¨B mxgve× bq| †mev I aviYv Drcv`bKvix‡KI Zv‡ì †mev I
aviYv †fv³v‡ì Kv‡Q cÖ‡ek‡hvM¨ I mnRjf¨ K‡i †Zvjvi Rb¨ mgm¨vi m¤§yLxb n‡Z nq| †fvM¨cY¨ Ges
wkíc‡Yï eÈ‡bi †P‡q †mevi êwkó¨MZ Kvi‡Y e›Ub cÖYvwj‡Z cv_©‡Kï m„wó nq| wb‡gœ †mevi eÈb cÖYvwji
eY©bv †Ìqv n‡jv-
K) cÖZ¨ÿ evRviRvZKiY (Direct marketing): †mevi cÖavb êwkómg~n n‡jv, †mev A`„k¨gvb Ges
AwefvR¨| ZvB GLv‡b cY¨ weµ‡qi Rb¨ mivmwi Drcv`K Ges †µZvi Dcw¯’wZi cÖ‡qvRb nq| d‡j cÖvq
mKj cÖKvi †mev †ewki fvM †ÿ‡Î mivmwi eÈb cÖYvjxi gva¨‡g weµq Kiv nq| †hgb ¯^v¯’¨ †mev, wkÿv
†mev, AvBbMZ civgk© BZ¨vw`| wb‡giœ wP‡Î welqwU †`Lv‡bv n‡jv|
Drcv`bKvix eënviKvix
wPÎ 6.7(K): mivmwi eÈb
L) cÖwZwbwai gva¨‡g eÈb (Distribution through agents): †mev †Kvb †Kvb †ÿ‡Î c‡ivÿfv‡e eÈb
Kiv †h‡Z cv‡i| GB c×wZ‡Z wewfbœ †mevi Rb¨ Drcv`KMY Zv‡ì cÖwZwbwa wb‡qvM K‡i _v‡K Ges
G‡ì gva¨‡g eÈb cÖwµqv cÖwiPvwjZ nq| †hgb: weÁvcb gva¨g, we‡bv`b †mev, Uªv‡fj G‡RwÝ BZ¨vw`|
wb‡gœwP‡Îi gva¨‡g GB c×wZwU †`Lv‡bv n‡jv-
Drcv`bKvix cÖwZwbwa eënviKvix
wPÎ 6.7(L): cÖwZwbwai gva¨‡g eÈb

K…wl c‡Yï eÈb cÖYvjx (Distribution of Agricultural Product):
evsjv‡`‡k K…wl c‡Yï e›Ub cÖYvjx wb‡¤œ †`Lv‡bv n‡jv-
cÖYvjx-1: K…lK †fv³v
cÖYvjx-2: K…lK LyPiv we‡µZv †fv³v
cÖYvjx-3: K…lK cvBKvwi LyPiv we‡µZv †fv³v
cÖYvjx-4: K…lK dwoqv/†ecvwi/ `vjvj cvBKvwi LyPiv we‡µZv †fv³v
cÖYvjx-5: K…lK dwoqv/†ecvwi/ `vjvj AvoZ`vi cvBKvwi LyPiv we‡µZv †fv³v
cÖYvjx-4: K…lK miKvwi µq‡K›`ª miKvwi ¸`vg ‡ikb/b¨vh¨ g~‡jï †`vKvb †fv³v
†Kvb GKRb Avjy eëmvqx Avcbvi GjvKvq KZfv‡e Avjy mieivn Ki‡Z
wkÿv_©xi KvR
cv‡i? wPÎ Gu‡K eywS‡q w`b|
mvims‡ÿc:
mvaviYZ mivmwi †fv‡Mi Rb¨ †h cY¨ eëüZ nq, Zv‡K †fvM¨cY¨ ejv nq| †fvM cY¨ mivmwi cÖYvwj, LyPiv
eëmvqxi gva¨‡g; cvBKvix eëmvqx I LyPiv eëmvixi gva¨‡g; cªwZwbwa ev wWjvi eëmvqxi gva¨‡g; cªwZwbwa
ev wWjvi I LyPiv eëmvqxi gva¨‡g Ges cªwZwbwa ev wWjvi, cvBKvwi eëmvqx I LyPiv eëmvqxi gva¨‡geÈb
Kiv nq| †h mKj cY¨ cybivq Drcv`‡bi Rb¨ A_ev cyb:weµ‡qi Rb¨ µq Kiv n‡q _v‡K, Zv‡K wkícY¨ ev
eëmvq-cY¨ ejv nq| mvaviYZ mivmwi eÈb, cwi‡ekK‡ì gva¨‡g, cÖwZwbwa ev weµq kvLvi gva¨‡g Ges
cÖwZwbwa ev weµq kvLv I cwi‡ekK‡ì gva¨‡g wkícY¨ eÈb Kiv nq| †fvM¨cY¨ Ges wkíc‡Yï eÈ‡bi †P‡q
†mevi êwkó¨MZ Kvi‡Y cv_©‡Kï m„wó nq| ‡fvM¨c‡Yï eÈb eë¯’vi Rb¨ cÖZ¨ÿ evRviRvZKiY I cÖwZwbwai
gva¨‡g eÈb eë¯’v MÖnY Kiv n‡q _v‡K|


Avjg mv‡ne Zvi eÜz Avwgby‡ji n¨vPvwi †_‡K cÖwZw`b K‡qK gb wPswo µq K‡ib| Zvici wZwb †mB wPswo
gvQ we‡`‡k ißvwb K‡ib Ges †`‡ki wewfbœ ¯’A‡b cvVvb| G‡Z wZwb A‡bK jvfevb nb| wZwb wb‡RB
GKwU n¨vPvwi ˆZwii K_v fve‡Qb|
1| Avjg mv‡n‡ei KvRwU †Kvb& ai‡bi Dc‡hvM m„wó Ki‡Q?
K) KvjMZ L) mgqMZ M) iƒcMZ N) ¯’vbMZ
2| Avjg mv‡n‡ei wb‡Ri n¨vPvwi †h ai‡bi Dc‡hvM m„wó Ki‡eÑ
i) ¯’vbMZ
ii) iƒcMZ
iii) mgqMZ
K) i I ii L) i I iii M) ii I iii N) i, ii I iii
3| K…wl cY¨ g~jZ †Kgb nq?
K) cPbkxj L) msiÿY Dc‡hvMx M) f½yi N) bgbxq
4| iwdK GKRb †fvM¨c‡Yï Drcv`bKvix| Zvi Drcvw`Z cY¨ †fv³v‡ì wbKU †cuŠQv‡Z A‡bK mgq jvMvi
KviY Kx?
K) ga¨¯’eëmvqxi ¯^íZv L) eÈb cÖYvwj ÿz`ª nIqv
M) ga¨¯’eëmvqxi AvwaK¨ N) mvgÄm¨Zv weav‡b mgm¨v
P~ovšÍ g~j¨vqb
m„Rbkxj cÖk-œ 1
ÔRvb G‡MÖv‡fUÕ g¨vs‡Mv Rym Drcv`bKvix GKwU cÖwZôvb| Zv‡ì Drcvw`Z Rym wecY‡bi j‡ÿ¨ cÖwZwU †Rjv kn‡i
G‡R›U wb‡qvM K‡i| kni I MÖvgvÂ‡ji cvBKviiv G‡R›U‡ì wbKU †_‡K Rym msMÖn K‡i LyPiv we‡µZv‡ì wbKU
weµq K‡i| Amvay eëmvqxiv c‡Yï K…wÎg msKU m„wói gva¨‡g c‡Yï g~j¨ e„w× K‡i| G‡Z †fv³viv H cY¨ µ‡q
wbiærmvwnZ nq| d‡j cÖwZôvbwUi eë¯’vcbv KZ©„cÿ †ek wPwšÍZ|
K. ga¨¯’eëmvqx †K? 1
L. Ô`vjvj c‡Yï gvwjKvbv MÖnY K‡i bvÕ Ñ e¨vL¨v Kiæb| 2
M. DÏxc‡Ki cÖwZôvbwU Rym wecY‡b †Kvb& ai‡bi eÈb cÖbvwj eënvi K‡i? e¨vL¨v Kiæb| 3
N. eZ©gvb mgm¨v mgvav‡b ÔRvb G‡MÖv‡fUÕ †Kv¤úvwbi KiYxq Kx? hyw³mn gZvgZ w`b| 4
m„Rbkxj cÖk-œ 2
XvKv †K¬v_ †÷vi-Gi ¯^Z¡vwaKvix Rbve Avwid wmivRMÄ †_‡K jyw½ I MvgQv G‡b Bmjvgcy‡ii wewfbœ eëmvqxi
Kv‡Q weµq K‡ib| wZwb G Kv‡R wbR¯^ UªvK eënvi K‡ib| d‡j Rbve Avwid eëmv‡q Cl©Yxq mvdj¨ cv‡”Qb|
eZ©gv‡b wZwb GKwU evwYwR¨K e¨vsK †_‡K FY wb‡q eëmvq m¤úªmvi‡Yi wm×všÍ wb‡q‡Qb|
K. †fvM¨cY¨ Kx? 1
L. wkíc‡Yï eÈb cÖYvwj ÿz`ª nq †Kb Ñ e¨vL¨v Kiæb| 2
M. DÏxc‡Ki Rbve Avwid wbR¯^ UªvK eënv‡ii gva¨‡g †h ai‡bi Dc‡hvM m„wó K‡i‡Qb Zv e¨vL¨v Kiæb| 3
N. ÒevwYwR¨K e¨vsK eÈb msµvšÍ Kvh© m¤úv`‡bi gva¨‡g cY¨ wecY‡b mnvqZv K‡iÓ Ñ ga¨¯’eëmvqxi aib
D‡jøLc~e©K e¨vL¨v Kiæb| 4
m„Rbkxj cÖk-œ 3
wg. Mnb Pvi GKi Rwg wb‡q mvfv‡i mewR Pvl K‡ib| cÖwZ mßv‡n wZwb Rwg †_‡K mewR D‡Ëvjb K‡ib| Zvi
wbR¯^ cwienb bv _vKvq ¯’vbxq evRv‡i wKQz mewR wewµ K‡i Aewkó mewR Rbve AvZi Avjxi Kv‡Q cÖwZ †KwR
18 UvKv `‡i weµq K‡ib| AvZi Avjx wbR¯^ cwienb eë¯’vi gva¨‡g XvKv kn‡ii kvwšÍbM‡i AvIqvj †UªWv‡m©i
wbKU cÖwZ †KwR 20 UvKv `‡i wewµ K‡ib| iwb, Kvgvj, nvweemn cÖvq 15 Rb AvIqvj †UªWvm© n‡Z me mewR µq
K‡i gMevRvi I kvwšÍbM‡ii wewfbœ AvevwmK GjvKvq wewfbœ `v‡g wewµ K‡i|
K. dwoqv †K? 1
L. K…wlRvZ wkícY¨ ej‡Z Kx †evSvq? 2
M. wg. Mnb †Kvb& ai‡bi cY¨ Drcv`‡bi mv‡_ RwoZ? e¨vL¨v Kiæb| 3
N. DÏxc‡Ki Av‡jv‡K eÈb cÖbvwj‡Z AvIqvj †UªWv‡m©i Ae¯’vbmn f‚wgKv g~j¨vqb Kiæb| 4
m„Rbkxj cÖk-œ 4
Rbve dvwng GKRb LyPiv eëmvqx| wZwb wewfbœ †gŠmy‡g †ewk I we‡`wk djgyj µq K‡i †fv³v‡ì wbKU weµq
K‡ib| wZwb G eëmv‡q cÖPzi jvfevb nb Ges GK ch©v‡q AviI e„nËi cwim‡i eëmvq cwiPvjbvi wm×všÍ †bb|
wZwb G j‡ÿ¨ cyivZb XvKvi djcwÆ‡Z GKwU †`vKvb †bb| GLb A‡bK dj eëmvqx Rbve dvwn‡gi KvQ †_‡K
djg~j µq K‡i weµq Ki‡Qb| bZzb G eëmv‡qi gva¨‡g Rbve dvwng AviI †ewk Avw_©Kfv‡e jvfevb n‡”Qb|
K. eÈb cÖYvwj Kx? 1
L. ga¨¯’eëmvqx‡ì D‡”Q` m¤¢e Kx? e¨vL¨v Kiæb| 2
M. Rbve dvwng †Kvb& ai‡bi †fvM¨c‡Yï eëmvq K‡ib Zv e¨vL¨v Kiæb| 3
N. Rbve dvwn‡gi cwiewZ©Z eëmv‡qi aib D‡jøLc~eK © Gi †hŠw³KZv g~j¨vqb Kiæb| 4
m„Rbkxj cÖk-œ 5
wjqvKZ Avjx GKRb Pvwl| wZwb 10 KvVv Rwg‡Z DbœZ Rv‡Zi cUj Pvl K‡i‡Qb| MÖvg¨ nv‡U wZwb cÖwZ nvUev‡i
Aí cwigvY cUj wb‡q hvb| MÖvg¨ nv‡U Avmv †µZviv Zvi KvQ †_‡K LyPiv g~‡j¨ cUj µq K‡i Avw_©Kfv‡e
jvfevb n‡Z cv‡ib|
K. ga¨¯’eëmvqx †K? 1
L. Ôe›Ub cÖYvwj Drcv`K I †fv³vi g‡a¨ ms‡hvM ¯’cb K‡iÕ e¨vL¨v Kiæb| 2
M. wjqvKZ Avjx †Kvb& ai‡bi eÈb cÖYvwj eënvi K‡ib? e¨vL¨v Kiæb| 3
N. wjqvKZ Avjxi wbKU †_‡K cUj µq K‡i †µZviv Kxfv‡e jvfevb n‡e Zv we‡kølY Kiæb| 4
DËigvjv
cv‡VvËi g~j¨vqb- 6.1 : 1. M, 2. K, 3. M, 4. K, 5. M.

cv‡VvËi g~j¨vqb- 6.2 : 1. N, 2. K, 3. M, 4. K, 5. M.
cv‡VvËi g~j¨vqb- 6.3 : 1. N, 2. K, 3. K, 4. M,

fvebvi AšÍiv‡j
evsjv‡`‡ki K…wlRvZ cY¨ wecY‡b GLb bZzb ai‡bi cwieZ©b Avm‡Q|
Lye Aí cwim‡i n‡jI, wecYbKvix wb‡RB GLb K…lK‡ì cY¨ Drcv`‡b
mvnvh¨ Ki‡Q| Zv‡ì bvbv iKg Avw_©K myweav ‡èvi mv‡_ mv‡_ gvbm¤§Z
exR I mvi mieivn, iÿYv‡eÿY myweav BZ¨vw` †èvi ga¨ w`‡q K…lK‡ì
cY¨ Drcv`‡b mvnvh¨ Ki‡Q| Avevi Drcvw`Z cY¨ wecYbKvix
Photo credit: www.Pixabay.com
cÖwµqvRvZ I †gvowKKiY K‡i wewfbœ GjvKvi evRv‡i mieivn Ki‡Q|
hvi d‡j K„lK ïaygvÎ K„wlKv‡R g‡bv‡hvM w`‡Z cvi‡Q, KviY Zvi
Drcvw`Z K…wlcY¨ weµq wb‡q wPšÍv Ki‡Z n‡”Q bv|
Z_¨m~Î:
6. Michael.J.E, Walker, B. J. & Stanton W.J., Marketing, Irwin/McGraw-Hill, NY.
7. Skinner, S.J., Markeing, Houghton Mifflin.
cvBKvwi I LyPiv eëmvq BDwbU
Wholesale and Retail Business 7
AwaKvsk cY¨-Drcv`bKvix cÖwZôv‡bi c‡ÿB cY¨mvgMÖx mivmwi †fv³vi wbKU wewµ Kiv m¤¢e nq bv| †`k-
we‡`‡ki wewfbœ AÂ‡j †fv³viv Ae¯’vb K‡i _v‡K| ZvB Zv‡ì wbKU cY¨ †cuŠQv‡bvi Rb¨ cvBKvi I LyPiv-
eëmvqx‡ì g‡Zv ga¨¯’eëmvqxi mvnv‡hï cÖ‡qvRb nq| †fvM¨ I wkí cY¨mvgMÖxi wecY‡b G‡ì cÖ‡qvRbxqZv
Ab¯^xKvh©| Zv‡ì ¸iæ‡Z¡i cwi‡cÖwÿ‡Z G Aa¨vq cvBKvwi I LyPiv eëmv‡qi wewfbœ w`K wb‡q Av‡jvPbv Kiv
n‡q‡Q| cÖ_g cv‡V cvBKvwi I LyPiv eëmvq Gi aviYv, êwkó¨ I Kvh©vewj Av‡jvPbv Kiv n‡q‡Q| GB cv‡V
cvBKvwi I LyPiv eëmvqxi g‡a¨ cv_©KÏ Av‡jvPbv Kiv n‡q‡Q| wØZxq cv‡V cvBKvwi I LyPiv eëmvq Gi
cÖKvi‡f‡ì we¯ÍvwiZ weeiY †Ìqv n‡q‡Q| GLv‡b wewfbœ ai‡bi cvBKvwi I LyPiv eëmvq m¤ú‡K© Av‡jvPbv Kiv
n‡q‡Q| me©‡k‡l Z„Zxq cv‡V evsjv‡`‡ki ‡cÖwÿ‡Z cvBKvwi I LyPiv eëmvq wewfbœ w`K Zz‡j aiv n‡q‡Q|
cvV-1 : cvBKvwi I LyPiv eëmvq: aviYv, êwkó¨ I Kvh©vewj
cvV-2 : cvBKvwi I LyPiv eëmv‡qi cÖKvi‡f`
cvV-3 : cvBKvwi I LyPiv eëmvq: evsjv‡`k ‡cÖwÿZ
cvV-7.1 cvBKvwi I LyPiv eëmvq: aviYv, êwkó¨ I Kvh©vewj

Wholesale and Retail Businesses: Concept,
Characteristics and Functions
D‡Ïk¨

• cvBKvwi eëmvq m¤ú‡K© aviYv, ‰ewkó¨ I Kvh©vewj e¨vL¨v Ki‡Z cvi‡eb;
• LyPiv eëmvq m¤ú‡K© aviYv, ‰ewkó¨ I Kvh©vewj e¨vL¨v Ki‡Z cvi‡eb Ges
• cvBKvwi I LyPiv eëmv‡qi g‡a¨ cv_©K¨ Zz‡j ai‡Z cvi‡eb|
g~L¨ kãgvjv ¸`vgRvZKiY, cwienb, c„_KKiY, ch©vwqZKiY, A_© ms¯’vb|

(Keywords)
cvBKvix eëmv‡qi aviYv (Concept of Wholesale Business)

Drcv`‡Ki wbKU †_‡K †ewk cwigv‡Y cY¨ µq K‡i LyPiv eëmvqxi wbKU Aí cwigv‡Y cY¨ weµq
Kivi KvR‡K cvBKvix eëmvq ejv nq| cvBKvix eëmvq Drcv`K Ges LyPiv eëmvqx‡ì g‡a¨ GKwU †hvMm~‡Î
wn‡m‡e KvR K‡i Ges cÖ_g c‡ÿi wbKU †_‡K cY¨`ªe¨ msMÖn Kivi ci Zv wØZxq c‡ÿi wbKU mieivn K‡i|
†hme e¨w³ (ev cÖwZôvb) †fv³v‡ì wbKU cybivq weµq Kivi Rb¨ cY¨ µq K‡i _v‡K Zv‡ì wbKU cY¨mvgMÖx
weµq Kivi Kvh©‡K cvBKvix eëmvq bv‡g AwfwnZ Kiv nq| Ab¨fv‡e ejv hvq, eëmvwqK eënvi A_ev
†fv³v‡ì wbKU cybivq weµq Kivi D‡Ï‡k¨ cY¨`ªe¨ µ‡q wb‡qvwRZ e¨w³ hv cÖwZôv‡bi wbKU cY¨`ªe¨ weµq
KivB cvBKvix eëmvq|
P~ovšÍ †fvMKvixi wbKU cY¨ weµq Kiv n‡j Zv‡K cvBKvix eëmvqx ejv hv‡e bv| cvBKvix eëmvqx GKRb
Drcv`KI bb wKsev GKRb LyPiv KvievixI bb; eis wZwb G `yB‡qi gv‡S GKwU †mZzeÜb wn‡m‡e KvR K‡ib|
wb‡¤œ cvBKvix eëmv‡qi wKQz msÁv D‡jøL Kiv n‡jv:
William J. Stanton cvBKvwi eëmv‡qi †h msÁv cÖ`vb K‡i‡Qb Zv n‡jv, “Wholesaling includes the
sale, and all activities directly incidental to the sale of products or services to those who
are buying for resale or for business use.” A_©vr hviv cybt weµq ev eëmvwqK Kv‡R eënv‡ii Rb¨
µq K‡i Zv‡ì wbKU cY¨ ev †mev weµq Kiv I weµq msµvšÍ Kvh©vejx m¤úv`b Kiv‡K cvBKvix eëmvq
e‡j|
Philip Kotler & Gary Armstrong Gi g‡Z, “Wholesaling includes all the activities involved
in selling goods or services to those who are buying for purposes of resell or business use.”
A_©vr cvBKvwi eëmvq ej‡Z cybivq weµq Kivi Rb¨ A_ev evwYwR¨K eënv‡ii Rb¨ cY¨ ev †mev µq K‡i
LyPiv eëmvqx‡ì wbKU weµ‡qi mKj KvR‡K ‡evSvq|
cwi‡k‡l ejv hvq, †h eëmvqxiv `ªe¨mvgMÖx Drcv`bKvix A_ev Avg`vwbKi‡Ki KvQ †_‡K cY¨ µq K‡i LyPiv
eëmvqx A_ev wkíxq eënviKvix‡ì Kv‡Q weµq K‡i, Zv‡ì‡K cvBKvix eëmvqx e‡j|
BDwbU mvZ c„ôvÑ 140

cvBKvwi eëmv‡qi ‰ewkó¨ (Characteristics of Wholesale Business)

cvBKvwi eëmv‡qi gva¨‡g cY¨ LyPiv eëmvqxi Kv‡Q †cŠ‡uQ †Ìqv nq| GB eëmv‡qi ‰ewkó¨ wb¤œiƒc-
1. cY¨ msMÖn (Collection of Product): cvBKvix eëmv‡q cY¨ msMÖ‡ni cÖavb Drm n‡jv Drcv`K I
(we‡`kx c‡Yï †ÿ‡Î) Avg`vwbKviK| cvBKviMY Drcv`‡Ki wbKU †_‡K mivmwi cY¨ Lwi` K‡i| Avi
†hme we‡`kx cY¨ †`‡ki Af¨šÍ‡i Avg`vwi K‡i wewµ Kivi weavb i‡q‡Q †m¸‡jv cvBKviiv mivmwi
Avg`vwbKviK‡ì Kv‡Q †_‡KB µq K‡i|
2. cY¨ µq-weµ‡qi cwigvY (Buying- Selling Amount of Product): cvBKvix eëmv‡qi Av‡iKwU
jÿYxq êwkó¨ n‡jv Zviv Avg`vbxKviK ev Drcv`bKvixi KvQ †_‡K cY¨ wecyj cwigv‡Y K‡i LyPiv
eëmvqx ev wkí cY¨ eënviKvix‡ì wbKUI eûj cwigv‡Y cY¨ weµq| Aek¨ GKRb cvBKvi Av‡iKRb
cvBKvi ev ga¨¯’Kvievixi wbKUI cY¨ wewµ Ki‡Z cv‡i| Zv‡ì wewµZ c‡Yï cwigvY me©`vB P~ovšÍ
†fv³v‡ì wbKU wewµZ c‡Yï Zzjvbvq †ewk nq|
3. c‡Yï msL¨v (Number of Product): cvBKvix eëmv‡q mvaviYZ K‡qKUv mxwgZ c‡Y¨ †jb‡`b nq|
me ai‡bi c‡Yï †jb‡`b Kiv cvBKvix eëmv‡qi ag© bq|
4. †fv³vi wbKU cY¨ weµq (Selling Product to Consumer): ZvwË¡K w`K †_‡K wePvi Ki‡j †`Lv
hvq, cvBKvix eëmvqxiv †fv³v‡ì wbKU mivmwi cY¨ wewµ K‡i bv| Aek¨ ev¯Í‡e myweavRbK Ae¯’v‡bi
Kvi‡Y wKQz wKQz †fvM¨c‡Yï cvBKvi‡K †fv³vi wbKU cY¨ wewµ Ki‡Z †`Lv hvq|
5. cvBKvix eëmv‡qi Ae¯’vb (Position of Wholesale Business): cvBKvix eëmvq Ggb GKwU ga¨¯’-
eëmvq hviv mvaviYZ wb‡Riv cY¨ Drcv`b K‡i bv, Zviv A‡bï Drcvw`Z cY¨ wewµ K‡i| †m Kvi‡Y
cvBKvix eëmvq Drcv`K I †µZv ev †fv³vi gvSvgvwS Ae¯’vb K‡i|
6. GKK cÖwZ gybvdv (Per Unit Profit): cvBKvix eëmv‡q µqK„Z c‡Y¨ GKK cÖwZ mvgvb¨ gybvdv a‡i
weµq Kiv nq| AwaK cwigv‡Y cY¨ µq-weµq nq e‡j cvBKvwi eëmvq †_‡K GKK cÖwZ gybvdv AR©b
Kiv hvq|
7. AwaK g~jab (Large Capital): G ai‡bi eëmv‡q cvBKvix eëmvwqi AwaK g~jab wewb‡qv‡Mi
cÖ‡qvRb nq| KviY Zv‡K wecyj cwigv‡Y cY¨ µq Ki‡Z nq, Avevi †mB cY¨ weµq bv nIqv ch©šÍ
¸`vgRvZKiY Ki‡Z nq| Ab¨w`‡K, Drcv`bKvix I LyPiv eëmvqx‡KI e¨mvq ¯^vfvweK ivLvi Rb¨
Avw_©K myweav w`‡q _v‡K| cvBKv‡ii cyuwR LyPiv eëmvwq‡ì Zzjbvq AwaK _v‡K e‡j eûj cwigv‡b cY¨
Lwi` Kiv Zvi c‡ÿ Amyweav nq bv|
8. AZ¨vwaK SzuwK MÖnY (Highest Risk): cvBKvwi eëmv‡q AwaK cY¨ µq, cY¨ ¸`vgRvZKiY I cY¨
weµ‡q AwaK SzwuK MÖnY Ki‡Z nq|
cvBKvwi eëmv‡qi Kvh©vewj (Functions of Wholesale Business)

cvBKvwi eëmvqx ev cvBKvi wewfbœ cÖKv‡ii wecYb-Kvh© m¤úv`b K‡i _v‡K| G¸‡jvi g‡a¨ wKQy Kvh©vewj m¤úv`b
Kiv nq cY¨ Drcv`K‡ì Rb¨ Ges wKQy LyPiv eëmvqx‡ì Rb¨| Dfq c‡ÿi Rb¨ m¤úvw`Z Kvh©mg~n wb‡¤œ
1. µq Kvh© (Buying): cvBKvix eëmvqxiv Zv‡ì MÖvnK‡ì µq cÖwZwbwa wn‡m‡e KvR K‡i| cvBKviMY
Av‡Mfv‡MB wbR¯^ eyw×gËv LvwU‡q wVK K‡i †bq Zv‡ì MÖvnKiv wK PvB‡Z cv‡i| A_©vr MÖvnK‡ì Pvwn`v
m¤ú‡K© cvBKviiv AwMÖg wm×všÍ MÖnY K‡i Ges ‡mB Abyhvqx wewfbœ Drm †_‡K cY¨ msMÖn K‡i gRy`
iv‡L| d‡j wewfbœ ai‡bi MÖvnK Zv‡ì cÖ‡qvRb †gvZv‡eK cY¨ msMÖn Ki‡Z cv‡i| LyPiv eëmvqx Ges

wkí cY¨ †µZv‡ì µq cÖwZwbwa wn‡m‡e KvR Ki‡Z wM‡q cvBKvix eëmvqx c‡ivÿfv‡e
Drcv`bKvix‡ìI h‡_ó mnvqZv K‡i _v‡Kb| AMwYZ LyPiv Kvievix‡ì cÖ‡qvRbxqZv †gUvevi Rb¨
cvBKvi‡K cÖPzi cY¨ msMÖn Ki‡Z nq e‡j wZwb Drcv`‡Ki wbKU †ewk cwigv‡Y digv‡qk cÖ`vb Ki‡Z
cv‡ib| G‡Z Drcv`‡Ki e›Ub LiP n«vm cvq|
2. weµq Kvh© (Selling): cvBKvix eëmvqx cY¨ Drcv`bKvix‡ì weµq cÖwZwbwa wn‡m‡e KvR K‡ib| Zvi
gva¨‡gB Drcv`K‡ì cÖ¯‘Z cY¨mvgMªx LyPiv eëmvqx‡ì nv‡Z †cuŠQvq| cvBKvwi eëmvqxiv
Drcv`K‡ì cÿ n‡q c‡Yï †µZvi mÜvb K‡ib, †µZvi mv‡_ weµ‡qi kZ©vejx m¤úwK©Z Pzw³
m¤úv`b K‡ib Ges weµ‡qvËi c‡Yï gvwjKvbv n¯ÍvšÍi K‡ib| cvBKvix eëmvq Drcv`‡Ki c‡ÿ
†`‡ki wewfbœ RvqMvq Aew¯’Z AMwYZ LyPiv Kvievix‡ì mv‡_ cY¨ wewµi Rb¨ ms‡hvM iÿv K‡i I
A_©‰bwZK w`K‡_‡K mvkÖqx Dcv‡q cY¨ weµq Ki‡Z cv‡i|
3. c„_KxKiY (Dividing): cvBKvwi eëmvqx Drcv`K‡ì wbKU †_‡K GK mv‡_ cÖPyi cwigv‡Y ev jU
(Lot) -G cY¨ mvgMÖx µq K‡i Ges LyPiv eëmvqx‡ì wbKU †m me mvgMÖx fvM K‡i ¯^í cwigv‡Y wewµ
K‡i| A‡bK Drcv`K jU bv n‡j cY¨mvgMÖx wewµ K‡i bv Ges Abyiƒcfv‡e AwaKvsk LyPiv eëmvqxI
j‡U cY¨ wKb‡Z ivRx nq bv| G `yB‡qi g‡a¨ mvgÄm¨ weav‡bi †ÿ‡Î cvBKvix eëmvqxi f~wgKv
¸iæZ¡c~Y|©
4. cwienb (Transportation): LyPiv eëmvqx‡ì Zzjvbq A‡bK †ewk cwigv‡Y cY¨ µq K‡i cvBKvix
eëmvqxiv cwienb e¨q n«vm K‡ib| cvBKvix eëmvqxiv Zv‡ì MÖvnK‡ì cwienb †mev cÖ`vb K‡i
_v‡Kb| Zviv wewÿß ¯’v‡b Aew¯’Z eûmsL¨K Drcv`K‡ì wbKU †_‡K cY¨`ªe¨ GK¯’v‡b GKwÎZ K‡ib
Ges †mLvb †_‡K LyPiv eëmvqx‡ì †mB cY¨ mieivn K‡ib| d‡j cY¨ mgc©Y (delivery) `ªæZZi
nq| Gi d‡j LyPiv eëmvqx I wkíx cY¨ eënviKvix‡ì AwaK cwigv‡Y cY¨ gRy` ivL‡Z nq bv|
5. ¸`vgRvZKiY (Warehousing): cvBKvix e¨mvqxiv LyPiv e¨mvqx‡ì Rb¨ ¸`vgRvZKiY ev cY¨
msiÿY KvRI K‡i _v‡Kb| msiÿY Kvh©vejxi gva¨‡g cvBKviMY ¯’vbMZ I mgqMZ Dfq cÖKvi
Dc‡hvwMZv m„wó K‡i _v‡Kb| mvaviYZ Zv‡ì DbœZgv‡bi msiÿY myweav _v‡K Ges Zviv LyPiv
eëmvqx‡ì Zzjbvq AwaKZi `ÿZvi mv‡_ ¸`vgN‡ii wbw`©ó RvqMv eënvi Ki‡Z cv‡ib| d‡j Zviv
¯^íZi e¨‡q cY¨ msiÿY Ki‡Z mÿg|
6. cY¨ ch©vwqZKiY (Grading): cvBKvix e¨mvqx‡ì ¸`v‡g iwÿZ wewfbœ cY¨ Zviv cÖ‡qvRb †gvZv‡eK
wewfbœ †MÖ‡W fvM K‡i cY¨¸‡jv‡K my›ì gZ †kªbxweb¨vm K‡i iv‡L| Gi d‡j cieZ©xKv‡j cY¨ weZi‡Y
mgm¨vi m¤§yLxb n‡Z nq bv|
7. †gvoK euvavB (Packaging): cvBKvix eëmvqx‡ì Av‡iKwU KvR n‡jv ch©vwqZ c‡Yï †gvoK euvavB|
cY¨mvgMÖx †MÖW Abyhvqx †gvoK euvavB Kiv bv n‡j ¸`v‡g msiÿb Kiv AmyweavRbK n‡q ùvovq| ZvB
cvBKvix eëmvqxiv msiÿ‡Y I cwien‡bi myweav‡_© cY¨mvgMÖxi †gvoK euvavB K‡i _v‡K|
8. A_© ms¯’vb (Financing): cvBKvix eëmvqxiv LyPiv eëmvqx‡ì wbKU A‡bK mgq av‡i cY¨`ªe¨
weµq K‡i _v‡Kb| LyPiv eëmvqx‡ì A‡bK hLb AwaK cwigv‡Y cY¨mvgMÖx µq K‡ib, ZLb Zviv
c‡Yï m¤ú~Y© g~j¨ cwi‡kva Ki‡Z e¨_© n‡j cvBKviiv Zv‡ì‡K av‡i cY¨ mieivn K‡ib| Gfv‡e LyPiv
eëmqxiv av‡i cY¨ wK‡b ZvÕ bM‡` wewµ Kivi ci cvBKv‡ii cvIbv wgwU‡q †`b| Avevi cvBKvi
eëmvqx Drcv`K‡ì‡KI cÖZ¨ÿfv‡e Avw_©K mnvqZv cÖ`vb K‡i _v‡Kb| Zviv †gŠmy‡gi Av‡M cY¨
Lwi` K‡i LyPiv eëmvqx‡ì wbKU wewµ Kivi c~‡e©B Drcv`K‡ì g~j¨ cwi‡kva K‡i w`‡q Zv‡ì
wbwe©‡Nœ Drcv`b Pvwj‡q †h‡Z mvnvh¨ K‡ib| A‡bK mgq ZvovZvwo wej cwi‡kva K‡iI cvBKviiv
Drcv`K‡ì mvnv‡h¨ GwM‡q Av‡mb|

9. SzuwK enb (Risk-Bearing): Drcv`K‡ì Zzjbvq cvBKvix eëmvqxiv LyPiv †`vKvbx‡ì wbK‡U Aew¯’Z
_v‡Kb d‡j LyPiv †`vKvbxiv `ªæZ cY¨`ª‡eï †Wwjfvix wb‡Z cv‡ib| ZvB cvBKvix eëmvqx‡ì‡K
cY¨`ªe¨ wekvj cwigv‡Y gRy` Ki‡Z nq| d‡j g~j¨ cwieZ©‡bi ìæb D™¢zZ SyuwK Zv‡ì n«vm cvq|
mvaviYZ, cvBKviiv weµxZ gv‡ji M¨vivw›U w`‡q _v‡Kb| ZvB µxZ gv‡ji †Kvb cÖKvb µwU _vK‡j
LyPiv eëmvqx Zvi ÿwZc~iY `vwe Ki‡Z cv‡ib| AwMÖg gvjcÎ Lwi` K‡i cvBKvix eëmvqx
Drcv`K‡ì SzuwKI n«vm K‡i| cY¨mvgMÖx ¸`vgRvZ K‡i cvBKvi g~j¨ cwieZ©b, d¨vkb cwieZ©b Ges
AeqweK ÿwZRwbZ Drcv`‡Ki SzuwK n«vm K‡i _v‡Kb|
10. eë¯’vcbv †mev I civgk© (Management Services and Advice): evRvi Z_¨ I mvaviY civgk©
cÖ`vb K‡i cvBKvix eëmvqx MÖvnK‡ì DcKvi K‡i _v‡K| we‡kl K‡i LyPiv Kvievix‡ì eë¯’vcKxq
†mev I civgk© cÖ`v‡bi gva¨‡g cvBKvix eëmvqxiv evRv‡i Zv‡ì Ae¯’vb my`„p K‡i‡Qb| cvBKviMY
eZ©gvb hy‡M †h mKj eë¯’vcKxq †mev cÖ`vb K‡i _v‡Kb Zb¥‡g¨ LyPiv weµq Kg©x‡ì cÖwkÿY, †`vKv‡b
cY¨mvgMÖx mvwR‡q-¸wQ‡q AvKl©Yxq cÖ`k©‡bi e¨vcv‡i civgk© cÖ`vb, †`vKv‡bi †j-AvDU, DbœZZi gRy`
wm‡÷g ¯’vcb BZ¨vw` Ab¨Zg| cvBKvix eëmvqxMY LyPiv eëmvqx‡ì‡K c‡Yï g~j¨, evRv‡ii nvjPvj,
d¨vk‡bi DÌvb-cZb, MÖvnK‡ì Pvwn`v, evRv‡i bZyb c‡Y¨j AvMgb I c‡Y¨j wewfbœ Drm m¤ú‡K©
cÖ‡qvRbxq I g~jëvb Z_¨ mieivn K‡i _v‡Kb| Avevi cvBKvix eëmvqxiv cY¨ Drccv`K‡ìI wewfbœ
Dcv‡q civgk© I Dc‡`k w`‡q _v‡Kb| cvBKvix eëmvqxiv LyPiv eëmvqx‡ì mv‡_ me©`vB e¨w³MZ I
Nwbô eëmvwqK †hvMv‡hvM iÿv K‡i _v‡Kb| ZvB Zv‡ì c‡ÿ LyPiv †`vKb`vi‡ì gva¨‡g
MÖvnK/‡fv³v‡ì c‡Yï Pvwn`v, Zv‡ì cQ›`-AcQ›` BZ¨vw` Z_v Rvbv LyeB mnR|
11. g~j¨ wba©viY (Pricing): cvBKvix e¨mvqx‡ì Av‡iKwU KvR n‡jv wewµ‡hvM¨ c‡Yï cvBKvix g~j¨
wba©viY| Zviv Drcv`K ev Avg`vwbKviK‡ì wbKU †_‡K cY¨mvgMÖx µq Kivi ci µq g~‡jï wfwË‡Z
weµq-g~j¨ wba©viY K‡i| mvaviYZ, µq-g~‡jï Dci wbw`©ó nv‡i gybvdv †hvM Kivi ci weµq-g~j¨
wba©viY Kiv nq|
12. g~‡j¨ w¯’wZkxjZv eRvq ivLv (Maintaining Price Stability): c‡Yï g~‡jï MwZcÖevn wbqš¿Y K‡i
cvBKvix eëmvqx evRv‡i cY¨mvgMÖxi g~j¨ w¯’wZkxj ivL‡Z mvnvh¨ K‡i| evRv‡i hLb AwZ Drcv`‡bi
ìæb c‡Yï mieivn AZ¨waK †e‡o hvq ZLb cvBKvix eëmvqxiv cY¨mvgMÖx µq K‡i gRy` K‡i
iv‡Lb| d‡j nVvr K‡i `ªe¨ g~j¨ n«vm †c‡q evRv‡i Aw¯’iZvi m„wó Ki‡Z cv‡i bv| Abyiƒcfv‡e, evRv‡i
c‡Yï NvUwZ †`Lv w`‡j hLb `ªe¨ g~j¨ EaŸ©MwZ nq ZLb cvBKviiv gRy` cY¨ evRv‡i †Q‡o w`‡q
g~‡jï EaŸ©MwZ †iva K‡ib| Gfv‡e cvBKviMY evRv‡i c‡Yï g~‡jï w¯’wZkxjZv eRvq iv‡Lb|
13. DbœZgv‡bi cY¨ mieivn (Supply of Best Products): cÖwZwôZ cvBKvwi eëmvqxiv Zv‡ì `xN©
w`‡bi AwfÁZv †_‡K Rvb‡Z cv‡ib, †Kvb& †Kvb& Drcv`K DbœZgv‡bi cY¨mvgMÖx me‡P‡q Kg g~‡j¨
mieivn K‡i _v‡Kb| G ai‡bi we‡klvqY cvBKvi‡ì‡K cÖZ¨ÿfv‡e LyPiv Kvievix‡ì Ges
c‡ivÿfv‡e †fv³v‡ì Kg g~‡j¨ DËg ¸‡Yi cY¨ mieivn K‡i Zv‡ì mnvqZv Ki‡Z mÿg K‡i
†Zv‡j|
LyPiv eëmv‡qi aviYv (Concept of Retail Business)

LyPiv eëmvq wecYb eë¯’vi GKwU Ask| P~ovšÍ †fv³vi wbKU cY¨mvgMÖx weµq Kivi Kvh©‡K LyPiv eëmvq ejv
nq| e¨w³MZ I AeëmvwqK eënv‡ii Rb¨ P~ovšÍ †fv³v‡ì wbKU cY¨ I †mev weµ‡qi mv‡_ cÖZ¨ÿ¨fv‡e
m¤úK©hy³ me©cÖKvi Kvh©vewjB LyPiv eëmvq bv‡g cwiwPZ| mnR fvlvq ejv hvq †h, hviv ïayygvÎ wb‡R‡ì †fv‡Mi
Rb¨ cY¨ µq K‡i Zv‡ì wbKU cY¨ weµq Kivi KvRB n‡jv LyPiv eëmvq| D`vniY wn‡m‡e ejv hvq, e¨w³MZ
†fv‡Mi Rb¨ hviv cY¨ Lwi` K‡i Zv‡ì wbKU hw` †Kvb e¨w³ ev cÖwZôvb †Kvb cY¨ (†hgb Pvj, Wvj, Uz_‡c÷

BZ¨vw`) wewµ K‡i, Z‡e ‡m e¨w³ ev cÖwZôvb LyPiv eëmv‡q wb‡qvwRZ n‡q‡Qb e‡j we‡ePbv Kiv n‡e|
Abyiƒcfv‡e, †Kvb K…lK iv¯Ívi av‡i e‡m kvK-meRx ev avb-PvDj wewµ Ki‡j wZwbI LyPiv eëmv‡q wb‡qvwRZ e‡j
aiv n‡e| LyPiv eëmvqx cÖavbZ P~ovšÍ †fv³v‡ì wbKU AeëmvwqK eënv‡ii (non-business use) Rb¨ cY¨
wewµ K‡i _v‡K|
wb‡¤œ LyPiv eëmv‡qi wKQz msÁv D‡jøL Kiv n‡jv-
W. J. Stanton LyPiv eëmv‡qi †h msÁv cÖ`vb K‡i‡Qb Zv n‡jv, “Retailing includes all activities
directly related to the sale of goods or services to the ultimate consumer for personal, non-
business use.” A_©vr e¨w³MZ, Aeëmvqx Kv‡Ri Rb¨ P~ovšÍ †fv³vi wbKU cY¨ I †mev wewµi mv‡_
mivmwi RwoZ me©cÖKvi Kvh© LyPiv eëmv‡qi AšÍfz©³|
Philip Kotler & Gary Armstrong Gi g‡Z, “Retailing includes all the activities involved in
the selling of goods or services directly to final consumers for their personal, non-business
use.” A_©vr hviv e¨w³MZ ev AeëmvwqK D‡Ï‡k¨ cY¨ µq K‡i, Zv‡ì wbKU cY¨ weµ‡qi mv‡_ RwoZ
mKj Kvh©µgB n‡jv LyPiv eëmvq|
Dc‡ii `ywU msÁv‡ZB LyPiv eëmv‡qi cÖK…wZ GKBfv‡e ewY©Z n‡q‡Q| G eëmv‡qi cÖavb D‡Ïk¨ n‡jv P~ovšÍ
†fv³vi wbKU mivmwi cY¨ wewµ Kiv Ges P~ovšÍ †fv³v‡ì cÖZ¨ÿ ms¯ú‡k© †_‡K †fvM¨cY¨ e›U‡bi Kv‡R wjß
_vKv|
LyPiv eëmv‡qi êwkó¨ (Characteristics of Retail Business)
LyPiv eëmv‡q wb‡¤œv³ ‰ewkó¨ jÿ¨ Kiv hvq-
 LyPiv eëmvq cvBKvi I †fv³v‡ì g‡a¨ GKwU ga¨¯’ Kvievi| cvBKvi I †fv³vi g‡a¨ GKUv †hvMm~Î
¯’vcb K‡i GB LyPiv eëmvq|
 LyPiv eëmv‡q cY¨mvgMÖx cÖavbZ cvBKvi‡ì wbKU †_‡K msMÖn Kiv nq| Drcv`K wbKU¯’ n‡j A‡bK
mgq LyPiv eëmvqxiv Drcv`‡Ki wbKU †_‡KI mivmwi cY¨ µq K‡i|
 LyPiv eëmvqxiv cvBKv‡ii wbKU †_‡K ÿz`ª ÿy`ª j‡U cY¨mvgMÖx µq K‡i _v‡K| Aek¨ Ôe„n`vqZb LyPiv
KvievixMYÕ (Largescale Retailer) cvBKvi wKsev Drcv`‡Ki wbKU †_‡K e„nr j‡U cY¨ µq K‡i|
 †fv³vi wbKU Pvwn`v Abymv‡i Aí Aí cwigv‡Y cY¨ wewµ Kiv LyPiv e¨mv‡qi GKwU jÿYxq êwkó¨|
 LyPiv eëmv‡q P~ovšÍ eënviKvixi wbKU cY¨`ªe¨ wewµ Kiv nq| wkí cY¨ eënviKvixi wbKU cY¨`ªe¨
wewµ Kiv n‡j Zv‡K LyPiv eëmvq ejv hvq bv|
 LyPiv eëmv‡q cyuwRi cwigvY Kg jv‡M e‡j G‡ÿ‡Î GK-gvwjKvbv Kviev‡ii cÖvavb¨ jÿ¨ Kiv hvq|
 LyPiv eëmv‡q cvBKvix eëmv‡qi Zzjbvq AwaK g~‡j¨ cY¨ wewµ Kiv nq|
 LyPiv eëmv‡q cY¨ g~‡jï DVvbvgvRwbZ SzuwK _v‡K bv|
 GKwU wbw`©ó GjvKvq LyPiv eëmv‡qi cwiwa mxgve× _v‡K|
 wewPÎ iKg cY¨mvgMÖx wb‡q LyPiv eëmvq cwiPvjbv Kiv nq|
 LyPiv eëmv‡q mvaviYZ c‡Yï cÖPv‡ii ‡Zgb ìKvi nq bv|
 wbw`©ó `v‡gi †`vKvb bv n‡j LyPiv eëmv‡q ì KlvKwl nq|
LyPiv eëmv‡qi Kvh©vewj (Functions of Retail Business)
LyPiv eëmvq eû cÖKvi Kvhv©ewji mv‡_ hy³ _v‡K-
1. c~e©vbygvb (Anticipation): LyPiv eëmvqxi me©c_Ö g KvR n‡jv MÖvn‡Ki Pvwn`vi c~ev© bygvb Kiv| MÖvn‡Kiv
wK cwigv‡Y wK RvZxq cY¨`ªe¨ wKb‡Z Pvq †m m¤ú‡K© LyPiv eëmvqxiv GKUv AvbygvwbK wnmve K‡i Ges
GB wnmve Abyhvqx cY¨`ªe¨ msMÖn K‡i|

2. cY¨ µq (Purchasing Products): LyPiv Kvievix cvBKvi ev †ÿÎ we‡k‡l Drcv`‡Ki wbKU †_‡K
cY¨`ªe¨ µq K‡i †fv³v‡ì wbKU mieivn Kivi Rb¨ †`vKv‡b mvwR‡q iv‡L| wewfbœ cvBKv‡ii wbKU
†_‡K ¯’vbxq evwm›`v‡ì Pvwn`v Abyhvqx wewPÎ iK‡gi cY¨ m¤¢vi msMÖn Kiv LyPiv eëmvqxi cÖavb KvR|
3. cY¨ weµq (Selling Products): LyPiv eëmvqxi wØZxq ¸iæZ¡c~Y© KvR n‡jv †`vKvb †_‡K Aí Aí
cwigv‡Y cY¨mvgMÖx †fv³v‡ì wbKU wewµ Kiv| †fv³viv Zv‡ì cÖ‡qvRb Abymv‡i †h cY¨ wKb‡Z Pvb
LyPiv eëmvqx †mwU wba©vwiZ g~‡j¨ mieivn K‡ib|
4. cY¨m¾v (Product Display): weµ‡qi myweav‡_© LyPiv eëmvqx Zvi †`vKv‡bi wewfbœ Zv‡K ev Ab¨vb¨
Dcv‡q cY¨mvgMÖx mw¾Z K‡i iv‡Lb| G‡Z MÖvnKiv mn‡RB ìKvix wRwbm cQ›` K‡i wb‡Z cv‡i|
†`vKvb`v‡ii c‡ÿI cQ›` Kiv cY¨ ZvovZvwo Ly‡u R cvIqv m¤¢e nq|
5. cY¨ msiÿY (Product Storage): LyPiv eëmvqx cvBKv‡ii wbKU †_‡K cY¨ Lwi` Kivi ci hZw`b
wewµ bv nq ZZw`b cb¨¸‡jv wb‡Ri †`vKv‡b h‡Zœi mv‡_ msiÿY K‡i iv‡L| Zvi GB msiÿY Kv‡h©i
ìæb †fv³viv †h †Kvb mgq cY¨ Lwi` Kievi my‡hvM cvq|
6. cwienb (Transportation): LyPiv eëmvqxi Av‡iKwU KvR n‡jv cvBKv‡ii wbKU †_‡K µxZ cY¨
wb‡Ri †`vKv‡b wb‡q Avmv Ges cÖ‡qvRbekZ †fv³vi evwo‡Z wewµZ cY¨ †cuŠwQ‡q †`qv| me iK‡gi
LyPiv eëmvqx Aek¨ cY¨ †Wwjfvixi `vwqZ¡ †bq bv|
7. SzuwK MÖnY (Risk Taking): cvBKv‡ii wbKU †_‡K cY¨ µ‡qi ci c‡Yï wewµ †kl nIqv ch©šÍ LyPiv
eëmvqx‡K me iK‡gi SzuwK MÖnY Ki‡Z nq| cY¨mvgMÖx †`vKv‡b msiwÿZ _vKvKv‡j hw` Pzwi nq wKsev
AwMœKvÐ I Ab¨vb¨ cÖvK…wZK `y‡h©v‡Mi d‡j webó nq Z‡e me `vq-`vwqZ¡ Zvi DciB eZ©vq|
8. wef³KiY (Classification): cvBKvi‡ì KvQ †_‡K e„nr j‡U cY¨ µq Kivi ci weµ‡qi myweav‡_©
LyPiv eëmvqx cY¨¸‡jv‡K †QvU †QvU j‡U wef³ K‡ib Ges †fv³v‡ì Pvwn`v Abyhvqx †m¸‡jv mieivn
K‡ib|
9. †gvoKe×KiY (Packaging): LyPiv †`vKv‡b cY¨mvgMÖx wewµ Kivi ci †µZv‡ì en‡bi myweav‡_©
†m¸‡jv c¨v‡KU ev †gvo‡K fwZ© K‡i fvj K‡i †eu‡a †µZvi Kv‡Q n¯ÍvšÍi Kiv nq| †gvoK euvavB KivI
LyPiv eëmvqxi KvR|
10. cÖPvi (Promotion): A‡bK LyPiv eëmvqxiv c‡Yï wewµ evov‡bvi Rb¨ ¯’vbxq GjvKvq mvBb‡evW©,
†`qvj wjLb, ‡cv÷vi, weÁvcb BZ¨vwì gva¨‡g c‡Yï cÖPvi K‡i _v‡Kb| ¯’vbxq msev`cÎ Ges
†iwWI‡Z A‡bKmgq weÁvcb cÖPvi K‡i _v‡Kb| Z‡e Giƒc cÖPv‡ii msL¨v Lye Kg|
11. av‡i weµq (Sale on Credit): †fv³v‡ì myweav‡_© LyPiv eëmvqxiv cwiwPwZ †fv³v‡ì av‡i gvj
mieivn K‡ib| Gfv‡e Zviv ¯’vbxq †µZv‡ì mv‡_ Nwbô m¤úK© M‡o †Zv‡jb|
12. c‡Yï g~j¨ wba©viY (Setting Price): LyPiv eëmvqx cY¨ µ‡qi ci mvaiYZ wKQz gybvdv †hvM K‡i
c‡Yï gyj¨ wba©viY K‡ib| A‡bK mgq Drcv`K KZ©„K wba©vwiZ g~jÏ wZwb AbymiY K‡ib| Aek¨ wZwb
cÖwZ‡hvMx‡ì g~jÏ AbymiY Ki‡Z cv‡ib|
13. weµ‡qvËi †mev cÖ`vb (After Sales Service): A‡bK ai‡bi LyPiv eëmv‡q, we‡kl K‡i KjKâv ev
†gwkbvix RvZxq wRwb‡mi †ÿ‡Î ,cY¨ weµ‡qi ciI cÖ‡qvRbxq †mev cÖ`vb Kiv nq|
14. Z_¨ mieivn (Providing Information): LyPiv eëmvqx †fv³v‡ì ms¯ú‡k© †_‡K Zv‡ì iæwP-AiæwP,
cQ›`-AcQ›`, ÷vBj BZ¨vw` m¤úwK©Z Z_¨ †R‡b wb‡q cvBKvi‡K Rvbvb| Avevi cvBKvi †_‡K bZzb cY¨
m¤úwK©Z Z_¨ msMÖn K‡i †fv³v‡ì AewnZ K‡ib| ZvB GB Kv‡Ri Øviv mgv‡Ri mevB DcK…Z nq|

cvBKvix I LyPiv eëmv‡qi g‡a¨ cv_©K¨ (Differences between Wholesale and Retail
Business)
welq cvBKvix eëmvq LyPiv eëmvq

1. µq I cvBKvwi eëmv‡q LyPiv e¨mv‡qi Zzjbvq GKmv‡_ eûj cwigvY cY¨ µq Kiv n‡jI Zv
weµ‡qi cwigvY eûj cwigv‡Y j‡U cY¨ µq Kiv nq Ges cvBKvix eëmv‡qi Zzjbvq Kg|
LyPiv †`vKvbx‡ì wbKU ÿz`ª ÿz`ª j‡U wewµ
Kiv nq|
2. avh©K…Z cvBKvwi eëmvqx‡ì avh©K…Z g~j¨ LyPiv eëmvqxiv †h g~‡j¨ cY¨ weµq K‡i
cY¨g~j¨ A‡cÿvK„Z Kg nq| _v‡Kb Zv mvaviYZ cvBKvwi eëmv‡qi
Zzjbvq AwaK nq|
3. †µZvi cvBKvi eëmvqx Zvi cY¨ Ab¨ †h †Kvb LyPiv eëmvqx ïaygvÎ P~ovšÍ †fv³vi wbKUB
cÖKvi‡f` cvBKvi, wkí cY¨ eënviKvix wKsev LyPiv cY¨ weµq K‡ib|
eëmvqxi wbKU weµq K‡i _v‡K|
4. c‡Yï eënvi cvBKvi eëmvqxi †µZv cybtweµq ev LyPiv eëmvqxi †µZv (A_©vr †fv³v) c‡Yï
Drcv`‡bi Rb¨ cY¨`ªe¨ µq K‡ib | Dc‡hvwMZv P~ovšÍfv‡e Kivi Rb¨ cY¨ µq
K‡i|
5. Kvh© c×wZ cvBKviMY mvaviYZ wewfbœ ¯’vcbv, †hgb Rbmvavi‡Yi wbKU cY¨ wewµi Rb¨ LyPiv
¸`vgNi I msiÿYvMvi eënvi K‡i eëmvqxiv wewfbœ †`vKvb cwiPvjbv K‡i |
cY¨mvgMÖx msiÿ‡Yi Rb¨|
6. eëmv‡qi eëmv‡qi ¯’vb wbev©P‡bi †ÿ‡Î fvj †fv³v‡ì‡K mivmwi AvK…ó Kivi cÖ‡qvRb nq
¯’vb †hvMv‡hvM eë¯’v Ges ¯^í msiÿY e¨q e‡j AvK©lYxq ¯’vb, myweavRbK Ae¯’vb I
we‡ePbv Kiv nq| mvRm¾vi w`‡K †Lqvj ivLv nq|
7. µ‡qi Drm cvBKvi Drcv`K ev Avg`vwbKvi‡Ki LyPiv eëmvqxi cY¨ µ‡qi cÖavb Drm n‡jv
wbKU †_‡K cY¨ µq K‡i cvBKvi| Z‡e A‡bK †ÿ‡Î LyPiv eëmvqx
Drcv`K ev Avg`vwbKviK‡ì wbKU †_‡KI
cY¨ µq K‡i|
8. g~ja‡bi cÖPzi cwigvY g~ja‡bi ìKvi nq| Zzjbvg~jK Kg g~ja‡bi cÖ‡qvRb nq|
cwigvY
9. m¤ú‡K©i Drcv`K Ges Avg`vwbKvi‡Ki mv‡_ P~ovšÍ †fv³vi mv‡_ Zvi m¤úK© _v‡K|
cÖK…wZ cvBKv‡ii m¤úK© M‡o I‡V|
10. cY¨ msiÿY cvBKvi wbR¯^ ¸`v‡g wKsev fvov Kiv LyPiv eëmvqxiv wb‡Ri †`vKv‡bi g‡a¨B ¯^í
cY¨vMv‡i cY¨mvgMÖx msiÿY K‡i iv‡L| mg‡qi Rb¨ cY¨ msiÿY K‡i iv‡L|
11. c‡Yï cvBKvix eëmvqx mvaviYZ K‡qKwU LyPiv eëmvqx eûwea ai‡bi cY¨ †Kbv‡ePvq
êwPÎ¨ mxwgZ ai‡bi c‡Yï †jb‡`b K‡i RwoZ _v‡K|
12. eëmv‡q cvBKviMY †`‡ki wewfbœ AÂ‡ji LyPiv eëmvqx‡ì eëmvq ¯’vbxq AÂ‡j
we¯Í…wZ cY¨mvgMÖx mieivn K‡i| mxgve× _v‡K|

wkÿv_©xi KvR cvBKvix I LyPiv eëmv‡qi 2wU K‡i êwkó¨ wjLyb|
cvBKvix eëmvq LyPiv eëmvq
mvims‡ÿc:
Drcv`‡Ki wbKU †_‡K †ewk cwigv‡Y cY¨ µq K‡i LyPiv eëmvqxi wbKU Aí cwigv‡Y cY¨ weµq Kivi KvR‡K
cvBKvix eëmvq ejv nq| cvBKvwi eëmv‡qi gva¨‡g cY¨ LyPiv eëmvqxi Kv‡Q †cŠ‡uQ †Ìqv nq| GB
eëmv‡qi ‰ewkó¨ n‡jv- cY¨ msMÖn; AwaK cwigv‡Y cY¨ µq-weµq; AwaK c‡Yï msL¨v; †fv³vi wbKU cY¨
weµq; cvBKvix eëmv‡qi Ae¯’vb; GKK cÖwZ Kg gybvdv; AwaK g~jab I AZ¨waK SzuwK MÖnY| cvBKvwi
eëmvqx ev cvBKvi wewfbœ cÖKv‡ii wecYb-Kvh© m¤úv`b K‡i _v‡K: h_v µq Kvh©, weµq Kvh©, c„_KKiY,
cwienb, ¸`vgRvZKiY, cY¨ ch©vwqZKiY, †gvoK euvavB, A_©ms¯’vb, SzuwK enb, eë¯’vcbv †mev I civgk© `vb,
g~j¨ wba©viY, g~‡j¨ w¯’wZkxjZv eRvq ivLv I DbœZgv‡bi cY¨ mieivn| P~ovšÍ †fv³vi wbKU cY¨mvgMÖx weµq
Kivi Kvh©‡K LyPiv eëmvq ejv nq| LyPiv eëmv‡qi êwkó¨ n‡jvt GwU cvBKvi I †fv³v‡ì g‡a¨ GKwU ga¨¯’
Kvievi; LyPiv eëmvqxiv cvBKv‡ii wbKU †_‡K ÿz`ª ÿy`ª j‡U cY¨mvgMÖx µq K‡i _v‡K; LyPiv eëmv‡q cyuwRi
cwigvY Kg jv‡M; LyPiv eëmv‡q cY¨ g~‡jï DVvbvgvRwbZ SzuwK _v‡K bv| GB eëmv‡q †hvMv‡hvM ¯’vcb QvovI
AviI †hme Kvhv hy³ _v‡K †m¸‡jv n‡jvt c~ev© bygvb, cY¨ µq, weµq, msiÿY, cY¨ m¾v, cwienb, SzuwK MÖnY,
wef³KiY, †gvoKe×KiY, cÖPvi, av‡i weµq, c‡Yï g~j¨ wba©viY, weµ‡qvËi †mev cÖ`vb I Z_¨ mieivn| µq
I weµ‡qi cwigvY, avh©K…Z cY¨ g~j¨, †µZvi cÖKvi‡f`, c‡Yï eënvi, Kvh© c×wZ, eëmv‡qi ¯’vb, µ‡qi
Drm, g~ja‡bi cwigvY, m¤ú‡K©i cÖK…wZ, cY¨ msiÿY, c‡Yï êwPÎ¨ I eëmv‡q we¯Í…wZ BZ¨vwì wfwË‡Z
cvBKvix I LyPiv eëmv‡qi cv_©K¨ i‡q‡Q|

1| †h mKj eëmvqx LyPiv eëmvqx‡ì wbKU cY¨ weµq K‡i Zv‡ì‡K Kx e‡j?
K) cvBKvi L) `vjvj
M) K¨vUvMwi wKjvi N) i¨vK Revim
2| cvBKv‡ii cY¨ cÖvwßi cÖavb Drm †Kvb&wU?
K) Drcv`K L) weµq cÖwZwewa
M) Kwgkb cÖwZwbwa N) LyPiv eëmvqx
3| LyPiv eëmv‡q ¯^í SzuwKi KviY Kx?
K) `ÿ eë¯’vcbv L) `ÿ weµqKg©x _v‡K
M) weµq AwaK N) cY¨ m¤ú‡K© †µZv-we‡µZvi aviYv _vKvq
4| AwaKvsk †ÿ‡Î LyPiv eëmv‡qi gvwjKvbv Kxiƒc nq?
K) GKgvwjKvbv L) Askx`vwi
M) †hŠ_g~jabx N) mgevq

cvV-7.2 cvBKvwi I LyPiv eëmv‡qi cÖKvi‡f`

Types of Wholesale and Retail Businesses
D‡Ïk¨

• cvBKvwi eëmv‡qi cÖKvi‡f` Rvb‡Z cvi‡eb;
• LyPiv eëmv‡qi cÖKvi‡f` eY©bv Ki‡Z cvi‡eb; Ges
• wewfbœ ai‡bi e„n`vKvi LyPiv eëmvq m¤ú‡K© eY©bv Ki‡Z cvi‡eb|
ewYK cvBKvi, `vjvj, cÖwZwbwa, Drcv`K‡ì cvBKvi|

cvBKvwi eëmv‡qi cÖKvi‡f` (Classification of Wholesale Business)

eëmvq RM‡Z wewfbœ cÖKvi cvBKvwi eëmvqx ev cvBKvi †`L‡Z cvIqv hvq| cvBKvi‡ì †kªwYweb¨vm
wb‡¤œ Av‡jvPbv Kiv n‡jv-
cÖKvi‡f` êwkó¨vewj
1. ewYK cvBKvi (Merchant (K) c~Y-© †mev`vbKvix ewYK (Full-service wholesalers)
wholesalers) (L) mxwgZ †mev`vbKvix ewYK (Limited Service Wholesalers )
2. `vjvj (Brokers)
3. cÖwZwbwa (Agents) (K) Drcv`‡Ki cÖwZwbwa (Manufacturers Agents)
(L) weµq cÖwZwbwa (Selling Agents)
(M) µq cÖwZwbwa (Buying Agents)
(N) Kwgkb gv‡P©›U (Commission Merchant)
4. Drcv`K‡ì cvBKvi (K) Drcv`K‡ì weµq kvLv (Manufacturers Sales Branches)
(Manufacturers Wholesalers) (L) Drcv`K‡ì weµq Awdm (Manufacturers Sales Offices)
5. wewea cvBKvi (Miscellaneous (K) K…wl mgv‡ekK (Agricultural Assemblers)
Wholesalers) (L) bxjvg †Kv¤úvwb (Auction Companies)
(M) we‡klvwqZ cvBKvi (Specialised/Speciality Wholesaler)
(N) mvaviY cvBKvi (General Wholesaler)
(O) bM` cvBKvi (Cash and Carry Wholesaler)
(P) RvZxq cvBKvi (National Wholesaler)
(Q) AvÂwjK cvBKvi (Regional Wholesaler)
(R) ¯’vbxq cvBKvi (Local Wholesaler)
1. ewYK cvBKvi (Merchant Wholesalers): ewYK cvBKvi Zv‡ì‡KB ejv nq hviv ¯^vaxbfv‡e wb‡R‡ì
cvBKvwi eëmvq cwiPvjbv K‡i Ges eëmv‡q eëüZ cY¨`ª‡eï gvwjKvbv jvf K‡i| A_©vr Zviv cY¨ mivmwi
µq K‡i D³ c‡Yï ¯^Z¡ jvf K‡i Ges ¯^vaxb ¯^Zv¡ wb‡q wbR¯^ gvwjKvbvq eëmvq cwiPvjbv K‡i| G‡ì
cÖavb êwkó¨ n‡jv, Zviv †hme c‡Yï †jb‡`b K‡i †m¸‡jvi ¯^Z¡ wb‡Ri nv‡Z iv‡L| me †`‡kB ewYK
cvBKv‡ii msL¨v Ab¨vb¨ cvBKv‡ii Zzjvbvq †ewk| evsjv‡`‡k cvBKvwi eëmv‡qi RM‡Z G‡ì AvwacZ¨B
me©vwaK| ewYK cvBKvi‡K `ywU Dc-†kªYx‡Z wef³ Kiv hvqt

(K) c~Y-© †mev`vbKvix ewYK (Full-service Wholesalers): c~Y-© †mev`vbKvix cvBKviMY gRy` gvj A‡bK
w`b hver a‡i ivLv, evwK‡Z cY¨ weµq, cY¨ †Wwjfvwi †`qv Ges eë¯’vcbvq mnvqZv cÖ`vb BZ¨vw`
ai‡bi †mev cÖ`vb K‡i _v‡K| Zv‡ì‡K Avevi `yÕfv‡M fvM Kiv hvqt
(i) cvBKvi ewYK (Wholesale Merchants): cvBKvi ewYKiv cÖavbZ LyPiv eëmvq‡ì wbKU
cY¨ weµq K‡i Ges me© cÖKvi †mev cÖ`vb K‡i _v‡K|
(ii) wkí-cwi‡ekK (Industrial Distributors): G †kªYxi ewYKMY mvaviYZ wkí c‡Yï cvBKvwi
Kvievi K‡i| Zviv ïaygvÎwkí cY¨ eënviKvix‡ì wbKU cY¨mvgMÖx weµq K‡i|
(L) mxwgZ †mev`vbKvix ewYK (Limited Service Wholesalers): mxwgZ †mev`vbKvix cvBKvixMY
c‡Yï ¯^Z¡ MÖnY K‡i wKšÍy cvBKvi‡ì Kvh©vewji me¸‡jv m¤úbœ K‡i bv| Zviv KwZcq we‡kl ai‡bi
KvR m¤úv`b K‡i|
(i) bM` cvBKvi (Cash and Carry Wholesalers): Giv LyPiv eëmvqx‡ì wbKU bM` Qvov
evwK‡Z cY¨ weµ K‡i bv Ges LyPiv KvievwiiB eis cvBKv‡ii †`vKv‡b wewµZ cY¨ †cuŠwQ‡q
†`qvi `vwqZ¡ MÖnY K‡i bv| LyPiv KvievwiB eis cvBKv‡ii †`vKv‡b wM‡q bM` UvKvq `ªe¨mvgMÖx
µq K‡i Ges wb‡Ri Li‡P µxZ mvgMÖx wb‡q Av‡m|
(ii) UªvK cvBKvi (Truck Wholesalers): Giv UªvK Reve bv‡gI cwiwPZ| Giv cÖavbZ weµ‡qi
mv‡_ mv‡_ cY¨ †Wwjfvix w`‡q _v‡K| Zviv cPbkxj ev Avav cPbkxj cY¨ (†hgb `ya, gvQ, iæwU
RvZxq w`‡q _v‡K) Uªv‡K ev f¨v‡b enb K‡i wewfbœ gv‡K©U ev gnjøvq wM‡q †`vKv‡b †`vKv‡b wewµ
K‡i|
(iii) Wªc-wkcvi (Drop Shippers): Giv eo eo wkí-KviLvbvi mv‡_ RwoZ †_‡K cvBKvwi eëmvq
Pvjvq| Zviv wb‡Riv gvj ÷‡K iv‡L bv wKsev gvj cwienbI K‡i bv| Zviv †Kvb MÖvn‡Ki wbKU
†_‡K digv‡qk cvIqvi ci GKRb mieivnKvix Lu‡y R †ei K‡i Ges Zv‡ì‡KB wbw`©ó kZ©
†gvZv‡eK MÖvn‡Ki wbKU h_vmg‡q cY¨ †cuŠwQ‡q †`qvi Rb¨ wb‡`©k †`q| Z‡e digv‡qk cÖvwßi
mgq †_‡K Avi¤¢ K‡i †Wwjfvix †`qv ch©šÍ mieivnK„Z c‡Yï ¯^Z¡ I SzuwK MÖnY K‡i| G‡ì gvi
gRy` K‡i ivL‡Z nq bv e‡j LiP Kg c‡o| d‡j Zviv MÖvnK‡ì‡KI Kg Li‡P mieivn Ki‡Z
cv‡i|
(iv) i¨vK Revi (Rack Jobbers): i¨vK ReviMY Ggb GK ai‡bi cvBKvi hviv Lv`ë¯Íy bq Ggb
c‡Yï eëmvq K‡i| Zviv cÖavbZ, gyw` I Ily‡ai LyPiv Kvievwi‡ì wbKU cY¨ weµh K‡i| Zviv
†`vKv‡b †`vKv‡b †Wwjfvix UªvK ev f¨vb cvwV‡q cY¨ mieivn K‡i| Zviv c‡Yï g~j¨ wba©viY K‡i
Ges ÷‡Ki wnmve iv‡L| i¨vK ReviMY LyPiv eëmvqx‡K ïaygvÎ †fv³vi wbKU wewµZ c‡Yï
wej cwi‡kv‡ai Rb¨B Aby‡iva K‡i| Z‡e AwewµZ c‡Yï ¯^Z¡ Rev‡iiB †_‡K hvq|
(v) Drcv`K‡ì mgevq (Producers’ Cooperatives): Drcv`bKvixiv mgevq mwgwZ MVb K‡i
¯’vbxq evRv‡i wewµi Rb¨ km¨vw` GK¯’v‡b GKwÎZ K‡i|
(vi) WvK‡hv‡M digv‡qk`vbKvix cvBKvi (Mail order Wholesalers): G ai‡bi cvBKviMY LyPiv
†`vKvb`vi, wkíxq Ges cÖvwZôvwbK MÖvnK‡ì wbKU Aí IR‡bi wewfbœ mvgMÖxi g~j¨ ZvwjKv
cvVvq Ges digv‡qk MÖnY K‡i| digv‡qk Abyhvqx Zviv MÖvn‡Ki wVKvbvq cY¨mvgMÖx WvK‡hv‡M
wKsev Ab¨ †Kvb cwienb eë¯’vi gva¨‡g cvwV‡q †`q|
2. `vjvj (Brokers): `vjvjiv c‡Yï gvwjKvbv wb‡Ri bv‡g †bq bv| Zviv c‡Yï µq-weµ‡q mvnvh¨ K‡i wKšÍy
wb‡Riv µq-weµ‡qi Kv‡h© wjß nq bv| Zviv †µZv I we‡µZvi g‡a¨ ms‡hvM ¯’vcb K‡i †`q I Dfq c‡ÿi
g‡a¨ cY¨ wewµ msµvšÍ ìKlvKwl‡Z mnvqZv K‡i| †h cÿ `vjvj‡K wb‡qvM K‡i †m `vjvj‡K Kwgkb cÖ`vb
K‡i| `vjvjiv Kwgk‡bi wfwË‡Z Zv‡ì †mev cÖ`vb K‡i| Zviv cY¨ gRy` K‡i bv, A_©ms¯’v‡b RwoZ nq bv

Ges cY¨ msµvšÍ †Kvb cÖKvi SuywKI MÖnY K‡i bv| D‡jøL‡hvM¨ `vjv‡ji D`vniY n‡jv kni GjvKvi
GcvU©‡g›U µq-weµ‡qi `vjvj (Real Estate Brokers), exgvi `vjvj (Insurance Brokers), †kqvi
evRv‡ii `vjvj (Security Brokers) BZ¨vw`| Gme `vjvj we‡kl we‡kl c‡Yï weµq Kv‡h©i `vjvwj‡Z
we‡klÁ|
3. cÖwZwbwa (Agents): `vjv‡ji gZ cÖwZwbwaivI c‡Yï ¯^Z¡ MÖnY K‡i bv; eis gvwj‡Ki cÿ n‡q c‡Yï µq-
weµ‡qi kZ©vewj wba©viY K‡i Ges weµq Kvh© m¤úbœ K‡i| Giv mvaviYZ `xN© †gqv‡ì Rb¨ cÖwZwbwa‡ì mv‡_
Pzw³‡Z Ave× nq Ges †µZv ev we‡µZvi ¯’vqx cÖwZwbwa wn‡m‡e KvR K‡i| eëmv evwY‡Rï RM‡Z wewfbœ
cÖKv‡ii cÖwZwbwa ev G‡R›U †`L‡Z cvIqv hvq -
(K) Drcv`‡Ki cÖwZwbwa (Manufacturers Agents): Zviv GKB iKg c‡Yï GKvwaK Drcv`‡Ki
cÖwZwbwaZ¡ K‡i| cÖ‡Z¨K Drcv`‡Ki mv‡_ Zv‡ì AvbyôvwbK Pzw³ _v‡K, hvi g‡a¨ c‡Yï weµq g~j¨mn
Kg© GjvKv Iqv‡iw›U, Kwgk‡bi †iU BZ¨vw` D‡jøL Kiv nq| Gme cÖwZwbwa‡ì cY¨ weµ‡q we‡kl
`ÿZv I AwfÁZv _v‡K| G‡R›Uiv mvaviYZ GKwU ÿz`ª Awdm ¯’vcb K‡i †mLv‡b ¯^í msL¨K `ÿ
weµqKg©x wb‡qvM K‡i| †hme Drcv`K dzj-UvBg weµqKg©x wb‡qvM K‡i cY¨ wewµ Ki‡Z B”QyK bq,
mvaviYZ ZvivB cÖwZwbwai †mev MÖnY K‡i _v‡K|
(L) weµq cÖwZwbwa (Selling Agents): Giv †Kvb Drcv`‡Ki mgMÖ Drcvw`Z cY¨ weµ‡qi Rb¨
Drcv`‡Ki mv‡_ Pzw³e× nq Ges †µZv msMÖn Kivi ci Zvi mv‡_ cY¨ weµ‡qi Rb¨ ì-KlvKwl K‡i|
(M) µq cÖwZwbwa (Buying Agents): Giv cY¨ †µZvi cÿ n‡q µq Kv‡h© mnvqZv K‡i|
(N) Kwgkb gv‡P©›U (Commission Merchant): Giv Drcv`‡Ki wbKU †_‡K cY¨mvgMÖx wb‡Ri wbqš¿‡Y
wb‡q Av‡m Ges cieZ©x‡Z †µZvi mv‡_ weµ‡qi e¨vcv‡i ì-KlvKwl K‡i|
4. Drcv`K‡ì cvBKvi (Manufacturers’ Wholesalers): Drcv`K cvBKv‡ii gva¨‡g cY¨ wewµ bv K‡i
wewfbœfv‡e cY¨ weZi‡Yi Kv‡R wbhy³ _vK‡Z cv‡i; Zv wb¤œiƒct
(K) Drcv`K‡ì weµq kvLv (Manufacturers’ Sales Branches): †Kvb †Kvb Drcv`K cvBKv‡ii
gva¨‡g cY¨ wewµ bv K‡i wewfbœ ¯’v‡b wbR¯^ weµq kvLv (Branch) Ly‡j cY¨ cvBKvwi nv‡i weµq Ki|
weµq kvLvq cY¨ gRy` ivLv nq Ges kvLvi gva¨‡g weµq gRy` wbqš¿Y I weÁvc‡bi KvR Pvjv‡bv nq|
(L) Drcv`K‡ì weµq Awdm (Manufacturers’ Sales Offices): A‡bK Drcv`K ¯^vaxb cvBKv‡ii
cwie‡Z© wb‡Riv wewfbœ AÂ‡j weµq-Awdm Ly‡j cvBKvwi Kvh©vewj m¤úv`b K‡i| G Awdm¸‡jv
Avjv`vfv‡e cwiPvjbv Kiv nq| Z‡e weµq Awd‡m cY¨ gRy` ivLv nq bv| MÖvn‡Ki mv‡_ Pzw³ m¤úbœ
nevi ci ¸`vgNi ev KviLvbv †_‡K mivmwi cY¨ MÖvn‡Ki wbKU mieivn Kiv nq|
5. wewea cvBKvi (Miscellaneous Wholesalers): KwZcq we‡klvwqZ †kªYxi cvBKvi‡ì Aw¯ÍZI ¡ †`L‡Z
cvIqv hvq -
(K) K…wl mgv‡ekK (Agricultural Assemblers): Giv K…lK‡ì wbKU †_‡K K…wlR cY¨ msMÖn K‡i
weivU gRy` M‡o †Zv‡j Ges eo eo j‡U avb Kj, AvUvi Kj, cvU Kj, miKvix µq‡K›`ª BZ¨vwì
wbKU weµq K‡i|
(L) bxjvg †Kv¤úvwb (Auction Companies): †hme wk‡í †µZviv cY¨ µ‡qi c~‡e© cY¨ †`‡Lï‡b wm×všÍ
wb‡Z Pvq †mLv‡b bxjvg †Kv¤úwb¸‡jv ¸iæZ¡c~Y© fw~gKv cvjb K‡i| bxjvg †Kv¤úvwb bxjv‡gi gva¨‡g
m‡e©v”P WvKKvixi (Bidder) wbKU cY¨ weµq K‡i|
(M) we‡klvwqZ cvBKvi (Specialised/Speciality Wholesaler): we‡klvwqZ cvBKvi GKwU we‡kl
c‡Yï cvBKvwi eëmv‡q wb‡qvwRZ _v‡K|

(N) mvaviY cvBKvi (General Wholesaler): mvaviY cvBKvi wewfbœ iK‡gi c‡Yï eëmvq K‡i
_v‡K|
(O) bM` cvBKvi (Cash and Carry Wholesaler): bM` cvBKvi Zv‡ì‡KB ejv nq hviv bM‡` Qvov
evwK‡Z c‡Yï cvBKvwi †jb‡`b K‡i bv|
(P) RvZxq cvBKvi (National Wholesaler): mgMÖ †`‡k cvBKvwi eëmv‡qi cwiwa m¤cÖmvwiZ K‡i
hviv eëmvq Pvjvq Zv‡ì‡K RvZxq cvBKvi e‡j|
(Q) AvÂwjK cvBKvi (Regional Wholesaler): AvÂwjK cvBKvi‡ì eëmvq GKwU we‡kl AÂ‡j
mxgve× _v‡K|
(R) ¯’vbxq cvBKvi (Local Wholesaler): ¯’vbxq cvBKviMY Zv‡ì eëmvh Zv‡ì wbR¯^ ÿz`ª GjvKv
(h_v MÖvg, nvU-evRvi ev kn‡ii evB‡i m¤cÖmvwiZ K‡i bv)|
LyPiv eëmv‡qi cÖKvi‡f` (Classification of Retail Business)

LyPiv eëmvq cÖK…Zc‡ÿ wewfbœ AvKv‡i I cÖKv‡i n‡Z cv‡i| e¯ÍyZc‡ÿ, LyPiv eëmvq †÷viwfwËK (†`vKv‡bi
gva¨‡g †fv³v‡ì wbKU cY¨ weµq) wKsev †÷viwenxb (mivmwi †fv³vi wbKU cY¨ weµq, B›Uvi‡bUwfwËK Ab-
jvBb †ePv‡Kbv BZ¨vw`) n‡Z cv‡i| Z‡e GLbI †÷viwfwËK LyPiv eëmv‡qi cÖavb¨B †ewk|
K) †÷viwfwËK LyPiv eëmvq (Store-based Retail Business): wewfbœ cÖKvi êwk‡óï wfwË‡Z †÷viwfwËK
LyPiv eëmv‡qi †kªYxwefvM Kiv nq| wb‡¤œ †÷viwfwËK LyPiv eëmv‡qi êwk‡ó¨mg~n I cÖKvi¸‡jv ms‡ÿ‡c
Zz‡j aiv n‡jv-
êwkó¨vewj cÖKvi‡f`
(1) †mevi cwigvY (Amount of (K) ¯^-†mev LyPiv eëmvqx (Self service retailers)
service) (L) mxwgZ-†mev LyPiv eëmvqx (Limited service retailers)
(M) c~Y-© †mev LyPiv eëmvqx (Full service Retailers)
(2) cY¨ mvwi (Product Line) (K) wewkó wecwY (Speciality Store)
(L) wefvMxq wecwY (Department Store)
(M) mycvi gv‡K©U (Super Market)
(N) myweavRbK c‡Yï wecwY (Convenience Store)
(O) mycvi †÷vi (Super Store)
(P) mshy³ wecwY (Combination)
(Q) nvBcvi gv‡K©U (Hyper Market)
(R) †mev eëmvq (Service Business)
(3) Av‡cwÿK g~j¨ (Relative (K) evÆv wecwY (Discount Store)
Prices) (L) ¯^í g~‡jï LyPiv eëmvqx (Off-Price Retailer)
(M) K¨vUvjM †kviæg (Catalog Showroom)
(4) c‡Yï ewnM©gb wbqš¿Y (K) †PBb †÷vi (Chain Store)
(Control of outlets) (L) †¯^”QvMwVZ †PBb †÷vi (Voluntary Chain Store)
(M) LyPiv mgevq (Retailers co-operative)
(N) jvB‡mÝwfwËK eëmvq (Franchise)
(O)gv‡P©ÛvBwRs K½‡jvgv‡iU (Merchandising
Conglomerate)
(5) wecwY ¸‡”Qi cÖKvi†f` (K) wecwY †K›`ª (Shopping Center)
(Type of Store Cluster)

1. ¯^-†mev wecwY (Self-Service Store): †µZviv †hme †`vKv‡bi †kjd †_‡K wb‡Riv cY¨ cQ›` Kivi
ci wb‡RivB Uªwj‡Z ev Suywo‡Z enb K‡i K¨vk KvD›Uv‡i wb‡q g~j¨ cwi‡kva K‡i, †mme †`vKvb‡K ¯^-†mev
wecwY e‡j| XvKvi ivB‡djm †¯‹vqvi, Av‡Mviv (Agora) Ges gxbv evRvi ¯^-†mev wecwYi D`vniY|
2. mxwgZ †mev wecwY (Limited Service Store): G ai‡bi LyPiv †`vKv‡b mxwgZ AvKv‡i MÖvnK‡ì‡K
cY¨ weµq msµvšÍ †mev †`qv nq| we‡kl K‡i, kwcs c‡Yï (†gwkbvix cY¨, wejvm mvgMÖx) †ejvq wKQy
cwigvY Z_¨ I Avbylw½K †mev †`qv n‡j MÖvnKiv c‡Yï Dci †ewk AvMÖnx nq| ZvB mxwgZ cwigv‡Y †mev
cÖ`vb K‡i wecwYi Kg©xiv MÖvnK‡ì‡K mnvqZv K‡i| Giƒc wecwY¸‡jv mxwgZ †mev wecwY bv‡g cwiwPZ|
3. c~Y-© †mev wecwY (Full Service Store): c~Y‡© mev wecwY‡Z MÖvnK‡ì‡K me© cÖKvi mvnvh¨ mn‡hvwMZv
†`qv nq| cY¨ †KbvKvUvi cÖ‡Z¨K ch©v‡q weµqKg©xiv MÖvnK‡ì‡K mnvqZv K‡i| G ai‡bi wecwY¸‡jv
wewkó cY¨ (Speciality goods) †ekx cwigv‡Y weµq K‡i| AwaK cwigv‡Y †mev †`qvi Kvi‡Y cwiPvjb
e¨q e„w× cvq e‡j wecwY¸‡jv AwaK g~‡j¨ cY¨ wewµ K‡i evowZ LiP MÖvn‡Ki Kuv‡a Pvwc‡q †`q|
4. wewkó wecwY (Speciality Store): wewkó wecwY¸‡jv mvaviYZ GKwU cY¨ mvwii AšÍf³ ~y© cY¨ weµq
K‡i| †Ljvayjvi mvgMÖx, dvwY©Pvi, eB, dzj, B‡j‡±vwbK mvgMÖx BZ¨vw` c‡Yï †ÿ‡Î wewkó wecwYi AvwaK¨
†`Lv hvq| cY¨mvwii ga¨Kvi c‡Yï êwPÎ¨ Kwg‡q mxwgZ cY¨ wewµ Kiv n‡j †m wecwY‡K GK-jvBb
wewkó wecwY (Single-line) e‡j| †hgb, Kvc‡oi †`vKvb| Avevi, Kvc‡oi g‡a¨ hw` ïay cyiæ‡li
†cvkvK wewµ Kiv nq †m wecwY‡K ejv n‡e mxwgZ mvwi wecwY Avi ïay mvU© wewµ Kiv n‡j †m †`vKvbwU
mycvi †¯úkvjwU wecwY wn‡m‡e cwiwPZ n‡e|
5. wefvMxq wecwY (Department Store): wefvMxq wecwY¸‡jv‡Z wewPÎ cY¨ ivLv nq| Gme c‡Yï g‡a¨
_v‡K †cvkvK mvgMÖx, dvwYPvi Ges Ab¨vb¨ M„‡n-eëüZ mvgMÖx| cÖ‡Z¨K cÖKv‡ii mvgMÖx Avjv`v Avjv`v
wefv‡M ivLv nq e‡j G ai‡bi wecwY‡K wefvMxq wecwY e‡j| Rvcv‡bi ÔÔIWvwKD wefvMxq wecwYÕÕ
(Odakyu Department Store) Ges gvwK©b hy³iv‡óªi ÔÔnvWmbÕm (Hudson’s) I Saks Fifth Avenue
LyeB bvg Kiv wefvMxq wecwY hviv DbœZgv‡bi cY¨ I †mevi Rb¨ RMwØL¨vZ|
6. mycvi gv‡K©U (Super Market): mycvi gv‡K©U GK ai‡bi e„n`vKvi cÖPzi cY¨wewkó ¯^-†mev wecwY|
Gme wecwY‡Z wewPÎ iK‡gi Lv`¨mvgMÖx I N‡ivqv cY¨ ivLv nq| mycvi gv‡K©‡U wewµZ c‡Yï Dci g~j¨
Kg aiv nq| wecyj cwigv‡Y cvBKvwi `‡i Drcv`K‡ì wbKU †_‡K cY¨ msMÖn Kivi ci mycvi
gv‡K©U¸‡jv mvaviY wecwYi Zzjbvq A‡cÿvK…Z Kg g~‡j¨ cY¨mvgMÖx †fv³v‡ì wbKU mivmwi weµq K‡i|
G‡Z cÖwZ AvB‡U‡g gybvdv †ewk bv n‡jI cÖPzi wewµi Kvi‡Y mvgwMÖKfv‡e gybvdv †ewk nq| Av‡gwiKvi
wewfbœ kn‡i A‡bK mycvi gv‡K©U i‡q‡Q, †hgb- †µvMvi (Kroger), †mdI‡q (Safeway), Iqvj-gvU©
(Wal Mart), dzW jvqb (Food Lion) BZ¨vw`| ÔÔw`jøx mycvi gv‡K©UÕÕ (bqvw`jøxi KbU mvK©v‡m Aew¯’Z)
fvi‡Zi GKwU bvgKiv mycvi gv‡K©U| Bsj¨v‡Û ÔÔAvR`v (Azda) bv‡g GKwU weL¨vZ mycvi gv‡K©U †PBb
i‡q‡Q| G¸‡jvi Av`‡j evsjv‡`‡k †Kvb mycvi gv‡K©U GLbI M‡o D‡Vwb|
7. myweavRbK c‡Yï wecwY (Convenience Store): myweavRbK c‡Yï wecwY¸‡jv AvKvi-AvqZ‡b ÿz`ª
nq Ges D”P-Pvwn`v wewkó mxwgZ cwigvY cY¨ LyPiv `‡i wewµ K‡i| G¸‡jv mvaviYZ cvov-
gnjøvq/AvevwmK GjvKvq Aew¯’Z nq| DbœZ †`k¸‡jv‡Z myweavRbK c‡Yï wecwY¸‡jv mßv‡n mvZ w`‡bi
cÖ‡Z¨K w`b `xN© mgq a‡i †Lvjv _v‡K| gnjøvwfwËK nIqvq G¸‡jv‡Z mycvi gv‡K©‡Ui b¨vq cÖPzi cwigv‡Y
cY¨ wewµ nq bv e‡j cÖwZwU c‡Yï LyPiv g~j¨ †ewk ivLv nq| MÖvnKivI evwoi KvQvKvwQ †`vKvb †_‡K
cY¨ wKb‡Z cvivi myweav †fvM K‡i e‡j c‡Yï g~j¨ †ewk cÖ`vb Ki‡Z Abxnv cÖKvk K‡i bv|
8. mycvi †÷vi (Super Store): mvaviY mycvi gv‡K©‡Ui Zzjbvq cÖvq wØ¸Y AvKv‡ii mycvi‡÷vi¸‡jv wbZ¨-
cÖ‡qvRbxq mvgMÖx wewµ K‡i| Lv`¨mvgMÖxmn wewfbœ N‡ivqvmvgMÖxi mv‡_ AviI A‡bK¸‡jv †mevmvgMÖx †hvM
Kiv nq; †hgb jÛªx, †cv÷ Awdm, d‡Uv-÷zwWI, †i÷z‡i›U BZ¨vw`| wewea cÖKv‡ii DbœZ †mev †`qv nq
e‡j mycvi †÷v‡i c‡Yï g~j¨ mycvi gv‡K©‡Ui Zzjbvq AwaK nq|
9. mshy³ wecwY (Combination Store): Lv`¨mvgMÖx I JlaRvZxq mvgMÖxi †÷v‡ii mgš^‡q mshy³ wecwY
M‡o †Zvjv nq|

10. nvBcvi gv‡K©U (Hypermarket Market): nvBcvi gv‡K©U n‡jv mycvi gv‡K©U, evÆv wecwY I
¸`vgRvZKiY †mevi GKwU mgwš^Z gv‡K©U| MÖvnKiv wbqwgZ µq K‡i Ggb ai‡bi cY¨ QvovI nvBcvi
gv‡K©‡U AvmevecÎ, hš¿cvwZ, Kvco‡Pvco BZ¨vw` AwbqwgZfv‡e µq Kiv cYÏ weµq Kiv nq| Giæc
wecwY A‡bKUv ¸`vgN‡ii b¨vq KvR K‡i| MÖvnKiv cY¨ wK‡b g~j¨ cwi‡kva Kivi ci cY¨¸‡jv MÖvn‡Ki
Mvwo‡Z Zz‡j †`qv nq| MÖvnKiv fvix cY¨mvgMÖx wb‡Riv enb K‡i wb‡Ri Mvwo‡Z †Zvjvi eë¯’v Ki‡j
cY¨-g~‡jï Dci evÆv †`qv nq|
11. †mev eëmvq (Service Business): †mev eëmv‡q wb‡qvwRZ ÔLyPiv eëmvqÕ- Gi AšÍf~³ n‡jv †nv‡Uj,
e¨vsK, wegvb cwienb, wkÿv cÖwZôvb, nvmcvZvj, wm‡bgv nj, w_‡qUvi, †i÷z‡i›U, Mvwo I wUwf
†givg‡Zi KviLvbv, KzjKvUvi †mjyb, d¨v›Uvmx wKsWg I d¨v›Uvmx Iqv‡ì©i gZ we‡bv`b cvK© BZ¨vw`|
12. evÆv wecwY (Discount Store): evÆv wecwY¸‡jv Kg`v‡g mvaviY gvbm¤úbœ cY¨ wewµ K‡i| A‡cÿvK…Z
Kg g~‡j¨ †ewk cwigvY cY¨ weµ‡qi gva¨‡g mwVK gybvdvi cwigvY e„w× Kiv Gme wecwYi D‡Ïk¨| GKUv
welq †Lqvj ivLv ìKvi †h, gv‡S gv‡S evÆv ev wWm&KvD›U w`‡q ev †¯úkvj Advi †NvlYv Ki‡j †mB
wecwY‡K ÔÔevÆv wecwYÕÕ ev wWm&KvD›U †÷vi ejv hvq bv| mwZ¨Kv‡ii evÆv wecwY wbqwgZfv‡e cY¨mvgMÖx
¯^íg~‡j¨ weµq K‡i| RvZxq ch©v‡q cwiwPZ eª¨vÛ¸‡jv Giƒc wecwY‡Z wewµi Rb¨ gRy` K‡i ivLv nq|
13. ¯^íg~‡jï LyPiv eëmvqx (Off-price Retailers): ¯^íg~‡jï LyPiv eëmvqxiv mvaviYZ c‡Yï
Drcv`‡Ki wbKU †_‡K cÖPwjZ cvBKvwi `v‡gi (Regular wholesale prices) †P‡q Kg `v‡g cY¨ µq
K‡i Ges †fv³vi wbKU cÖPvwjZ LyPiv `v‡gi †P‡q Kg `v‡g †m-cY¨ wewµ K‡i| †cvkvK, wewfbœ
B‡jKwUªK I B‡jK‡UªvwbK c‡Yï mnvqK-hš¿cvwZ (Accessories) Ges RyZvi eëmvq-†ÿ‡Î Giƒc
eëmvqxiv †ewk mwµq| ¯^íg~‡jï LyPiv eëmvqx‡ì g‡a¨ Ab¨Zg n‡jv KviLvbv-msjMœ wbR¯^ †`vKvb
(Factory outlets), ¯^vaxb LyPiv eëmvqx I ÔcvBKvi K¬veÕ (Wholesale clubs)| KvLvbv-msjMœ
†`vKvb¸‡jv KviLvbvi DØ„Ë cY¨ ev Drcv`b eÜ K‡i †`qv n‡q‡Q Ggb cY¨ Kg g~‡j¨ wewµ K‡i| ¯^vaxb
†`vKvb¸‡jv (Independent off-price retailers) Drcv`K‡ì ev e„nr LyPiv cÖwZôv‡bi Avjv`v wefvM
wn‡m‡e eëmvq cwiPvjbv K‡i: cvBKvwi K¬ve¸‡jv mxwgZ cwigvY eª¨vÛ-bvghy³ gyw` mvgMÖx, hš¿cvwZ,
†cvkvK Ges nvweRvwe (Hodgepodge) n‡iK iK‡gi gvjvgvj µq-weµq K‡i|
14. K¨vUvjM& †kviæg (Catalog Showroom): K¨vUvjM †kviæg n«vmK…Z g~‡j¨ cÖL¨vZ eª¨v‡Ûi wba©vwiZ
KwZcq cY¨ wewµ K‡i _v‡K| G¸‡jv A‡bKUv wWKKvD›U †÷v‡iv Av`‡j KvRKg© Pvwj‡q _v‡K| Gme
wecwY‡Z †hme cY¨ wewµ n‡q _v‡K †m¸‡jvi g‡a¨ Ab¨Zg n‡jv Ry‡qjvwi mvgMÖx, K¨v‡giv, jv‡MR, †QvU
Lv‡Uv hš¿cvwZ, †Ljbv, †Ljvayjvi mvgMÖx BZ¨vw`|
15. †PBb †÷vi (Chain Store): GKB gvwjKvbv I wbqš¿‡Y `yB ev Z‡ZvwaK wecYb hLb GKB iK‡gi
cY¨mvgMÖx †K›`ªxqfv‡e µq I weµq K‡i, ZLb G wecYb¸‡jv‡K †PBb †÷vi ejv nq| RyZvi †`vKvb,
Lv`¨mvgMÖxi †`vKvb, Jl‡ai †`vKvb BZ¨vwì †ÿ‡Î †PBb †÷v‡ii AvwaK¨ cwijwÿZ nq|
16. †¯^”Qv MwVZ †PBb (Voluntary Chain): G ai‡bi †PBb eëmvq KwZcq cvBKvi KZ©„K ¯úÝiK…Z
¯^vaxb LyPiv eëmvqxi D‡`¨v‡M MwVZ nq| LyPiv eëmvqxiv Avjv`v mËv eRvq †i‡LB `jMZfv‡e cY¨ µq
K‡i Ges GKB iKg cY¨ wewµ K‡i| †¯^”Qv MwVZ †PB‡bi g~j¨ êwkó¨ n‡jv Ô`jMZ µqÕ (Group
buying) I mgiƒc gv‡P©ÛvBwRs (Common merchandising)| gvwK©b hy³iv‡óªi Western Auto I
Independent Grocers Alliance †¯^”Qv MwVZ †PB‡bi cÖK…ó D`vniY|
17. LyPiv mgevq (Retailer Co-operative): †¯^”QMwVZ †PB‡bi gZ LyPiv mgevqI GKwU Pzw³wfwËK msN|
K‡qKwU LyPiv eëmvq cÖwZôvb GKwÎZ n‡q Pzw³i wfwË‡Z †K›`ªxqfv‡e cvBKvwi Kvh©µg Pvjvq Ges
GK‡Î mw¤§wjZfv‡e weÁvcb I Ab¨vb¨ cÖPvi Kvh© cwiPvjbv K‡i|
18. jvB‡mÝwfwËK eëmvq (Franchise): Drcv`‡Ki wbKU †_‡K (ev mvwf©m-cÖwZôvb †_‡K) jvB‡mÝ wK‡b
wb‡q LyPiv eëmvqxiv hLb Pzw³i kZ© Abyhvqx wbw`©ó †gqv` ch©šÍ LyPiv eëmvq cwiPvjbv K‡i, Zv
d«¨vbmvBR bv‡g cwiwPZ| dv÷-dzW †gv‡Uj, wfwWI †÷vi, Mvwo fvovi eëmvq, wi‡qj G‡÷U I Uªv‡fj

G‡RÝxi ‡ÿ‡Î d«¨vbmvBR eëmvq me©vwaK RbwcÖq| XvKv¯’ KFC (h_v hy³iv÷ªwfwËK dv÷dzW
†Kv¤úvwb) GKwU d«¨vwÝBRwfwËK LyPiv eëmvq|
19. gv‡P©ÛvBwRs K½‡jvgv‡iU (Merchandising Conglomerate): gv‡P©ÛvBwRs K½‡jvgv‡iU n‡”Q KwZcq
†Kv¤úvwbi mgvnvi hviv †K›`ªxq gvwjKvbvi Aax‡b †_‡K wewfbœ cÖKv‡ii LyPiv eëmvq cwiPvjbv K‡i|
Av‡gwiKvi J.C. Penny, F. W. Woolworth gv‡P©ÛvBwRs K½‡jvgv‡iU-Gi D`vniY|
20. wecwY †K›`ª (Shopping Center): wecwY †K›`ª n‡jv KwZcq LyPiv eëmv‡qi GKwU MÖæc, hv GKwU
BDwbU wn‡m‡e M‡o †Zvjv nq| GwU cwiKwíZfv‡e ˆZwi Kiv nq Ges †K›`ªxq cÖkvmb Øviv wbqwš¿Z nq|
wecwY †K‡›`ª cÖPzi msL¨K †`vKvb _v‡K| wewfbœ GjvKv †_‡K wecwY †K‡›`ª MÖvnK‡ì‡K AvK…ó Kivi cÖ‡Póv
Pvjv‡bv nq| gvwK©b hy³iv‡óªi wgwbqv‡cvwjm-Gi wbK‡U 800 †`vKvb, 45wU †i÷z‡i›U, 7wU wm‡bgv nj I
7-GKi we¯Í…Z Bb‡Wvi we‡bv`b cvK© wewkó Mail of America RMwØL¨vZ me©e„nr cwiKwíZ wecwY
†K›`ª| XvKvi GKwU cwiKwíZ ÔemyÜiv wmwUÕ GKwU cwiKwíZ wecwY †K›`ª|
L) †÷viwenxb LyPiv eëmvq (Nonstore Retailing): †÷viwfwËK LyPiv eëmv‡qi cvkvcvwk †÷viwenxb LyPiv
eëmv‡qi RbwcÖqZvI evo‡Q| K¨vUvjM, cÖZ¨ÿ WvK, †Uwj‡dvb, B›Uvi‡bU Ab-jvBb mwcs cÖf„wZ eûwea
AvKv‡i I cÖKv‡i †÷viwenxb LyPiv eëmvq cwiPvwjZ nq| †Ze †gvUvgywUfv‡e †÷viwenxb LyPiv eëmvq‡K
wZbwU †kªYx‡Z fvM Kiv hvq-
1. cÖZ¨ÿ wecYb (Direct Marketing): cvBKvi G‡R›U, `vjvj BZ¨vw` ga¨¯’Kvievwii mnvqZv QvovB
hLb cY¨`ª‡eï Drcv`K wb‡Ri D‡`¨v‡M †fv³vi wbKU mivmwi cY¨ weµq K‡i, ZLb †miƒc wecYb
eë¯’v‡K cÖZ¨ÿ wecYb ejv nq| cÖZ¨ÿ wecY‡bi Drcv`‡Ki mv‡_ †fv³vi mimwi †hvMv‡hvM ¯’vwcZ
nq| D`vniY¯îƒc, evUv my¨ †Kv¤úvwb, mvabv Jlavjq, kw³ Jlavjq BZ¨vwì bvg D‡jøL Kiv †h‡Z
cv‡i| evUv my¨ †Kv¤úvwb †Kvb cvBKvi ev LyPiv eëmvqxi wbKU ÔevUv Ry‡ZvÕ weµq K‡i bv| Zviv wbR¯^
LyPiv weµq †K‡›`ªi gva¨‡g cÖZ¨ÿfv‡e MÖvn‡Ki wbKU Ry‡Zv weµq K‡i| mvabv Ges kw³ JlavjqI
GKB wbqg †g‡b P‡j|
2. cÖZ¨ÿ weµq (Direct Selling): N‡i N‡i cY¨ wewµ, Awd‡m Awd‡m mivmwi cY¨ mieivn A_ev evwo
evwo cY¨ weµq cvwU© BZ¨vw` Dcv‡q cY¨mvgMÖx weµ‡qi eë¯’v Kiv n‡j Zv cÖZ¨ÿ weµq bv‡g cwiwPZ|
wkwÿZ mgv‡R cÖZ¨ÿ weµ‡qi RbwcÖqZv e„w× cv‡”Q| Kg©e¨¯Í Rxe‡b mgqvfv‡e A‡b‡K evRv‡i wM‡q Ny‡i
Ny‡i A‡bK mgq e¨q K‡i cÖ‡qvRbxq cY¨ wKb‡Z cv‡i bv| ZvB QywUi w`‡b ev we‡K‡j cwiwPZ weµq
cÖwZwbwai wbKU †_‡K mivmwi mycwiwPZ eª¨v‡Ûi cY¨mn wbZ¨cÖ‡qvRbxq `ªe¨ wKb‡Z A‡b‡KB ¯^v”Q›`¨ †eva
K‡i| Z‡e MÖvnKiv cÖZ¨ÿ weµ‡q we‡µZvi e¨w³MZ g‡bv‡hvM †ewk †c‡jI c‡Yï `vg †ewk nIqvi
m¤¢vebv _v‡K|
3. ¯^qswµq weµq (Automatic Vending): ¯^qswµq ev A‡Uv‡gwUK †gwk‡bi gva¨‡g †Kvb cY¨ weµ‡qi
eë¯’v Kiv n‡j Zv‡K Ô¯^qswµq weµqÕ ejv nq| ev· ev Avjgvwii gZ K‡›Ubv‡i ¯Í‡i ¯Í‡i we‡kl Dcv‡q
cY¨mvgMÖx (h_v, †Kv‡Ki †evZj, j‡R‡Ýi c¨v‡KU, evM©vi, cvwbi †evZj, PK‡jU, †Kvb-AvBmwµg, evm
ev †i‡ji wU‡KU BZ¨vw`) mvwR‡q ivLv nq| GKwU wQ‡`ªi †fZ‡i wbw`©ó As‡Ki K‡qb ev Kv‡iÝx †bvU
XywK‡q †`qvi ci KvswLZ c‡Yï †evZv‡g Pvc w`‡j ev‡·i wb‡P w`‡q cY¨wU †ewi‡q Av‡m| Giƒc
Vending machine DbœZ †`k¸‡jv‡Z cÖvq cÖwZwU cvewjK †cø‡m emv‡bv _v‡K| GK wnmv‡e †`Lv hvq,
gvwK©b hy³iv‡óª cÖwZ 55 Rb †jv‡Ki Rb¨ M‡o GKwU Vending machine †gwkb i‡q‡Q|
e„n`vqZvKvi LyPiv eëmvq (Large Scale Retail Business)

e„n`vKvi LyPiv Kviev‡i LyPiv eëmvqx AwaKvsk †ÿ‡Î ga¨¯’Kvievixi mvnvh¨ bv wb‡q wb‡RB mivmwi Drcv`‡Ki
wbKU †_‡K cY¨ µq K‡i P~ovšÍ †fv³vi wbKU Zv wewµ K‡i| Drcv`KivI A‡b‡K ga¨¯’Kvievix‡ì gva¨‡g cY¨
evRviRvZ bv K‡i e„n`vKvi LyPiv †`vKvb cÖwZôv K‡i †fv³v‡ì wbKU cÖZ¨ÿfv‡e cY¨mvgMÖx e›Ub K‡i| e„n`vKvi

LyPiv eëmvqxiv mvaviYZ ÿy`ªvKvi LyPiv †`vKvb`vi‡ì Zzjbvq A‡bK †ewk cwigv‡Y Drcv`‡Ki wbKU †_‡K
(Drcv`K hw` wb‡RB LyPiv Kviev‡i wjß bv nq) cY¨`ªe¨ µq K‡i| cvBKvi ev `vjvj‡ì wbKU †_‡K Giv cY¨
µq K‡i bv| cvBKvi‡ì gZB Giv wecyj cwigvY cY¨ msMÖn K‡i mbvZb (Traditonal) ÿz`vª Kvi LyPiv
Kvievix‡ì b¨vq ¯^í cwigv‡Y †fv³v‡ì mieivn K‡i _v‡K| e„nvKvi LyPiv eëmvq g~jZ cvuP ai‡Yi n‡Z cv‡i-
1. wefvMxq wecwY (Department Store)
2. eûkvLv wecwY (Multiple Shop)
3. wecwY gvjv (Chain Store)
4. wewkó wecwY (Speciality Store)
5. mycvi †óvi (Super Store)
e„nvKvi LyPiv eëmvq ax‡i ax‡i RbwcÖq nevi KviY n‡jv eëmvq ÿz`vª Kv‡i Pvjv‡bv n‡j beZi aviYvi Dbœqb
mvab Kiv hvq bv, †hvM¨Zi Kg©x wb‡qvM m¤¢e nq bv Ges g~jabx m¤ú‡ì `ÿZi eënv‡i mxgve×Zvi m„wó nq|
Gme Amyweav `~ixf~Z K‡i LyPiv eëmv‡q MwZgqZv m„wó Kivi Rb¨ cvðv‡Zï DbœZ †`kmg~‡n jw¤^K (Vertical) I
mgvšÍivjfv‡e (Horizontal) mgš^q‡bi (Integration) eû cÖ‡Póv Pvjv‡bv n‡q‡Q| †mB cÖ‡PóviB djkÖæwZ
e„n`vKvi LyPiv Kviev‡ii Dbœqb|
e„n`vqZb LyPiv eëmvq RbwcÖq nevi KviY¸‡jv wb¤œiƒc-
 e„n`vqZb LyPiv Kvievix cÖwZôvbmg~n AvKv‡i e„nr nq e‡j G‡ì Avw_©K Ae¯’v m”Qj nq| ZvB Giv
Kvievi cwiPvjbvi Rb¨ AwaK †eZ‡b `ÿ I AwfÁ wbe©vnx wb‡qvM Ki‡Z cv‡i|
 ÿz`ª ÿz`ª †`vKv‡bi †P‡q e„nr †`vKvbmg~n e¨vcKfv‡e wefvMxKiY (Departmentization) cwjwmi AvkÖq
wb‡Z cv‡i| mZK©Zvi mv‡_ cY¨mvgMÖxi †kÖYxweb¨vm Ges cÖ‡Z¨K †kÖYxi cY¨ wewµi R‡b¨ c„_K c„_K
wefvM m„wó K‡i e„n`vqZb Kviev‡ii eë¯’vcbv KZ©„cÿ ïaygvÎ †µZv I weµq-Kg©x‡ì c‡ÿ we‡klvq‡Yi
myweavB †fvM K‡i bv, jvfRbK I AjvfRbK cY¨ Ly‡u R †ei Ki‡ZI mÿg nq
 e„n`vKvi LyPiv Kviev‡i Dcwi e¨‡q wgZe¨wqZv (Economy) AR©b Kiv hvq| D`vniY¯îƒc, cÖwZôv‡bi
wewfbœ cÖKvi LiPvw`, h_v fvov we`y¨r wej, †Uwj‡dvb wej, gvj †Wwjfvixi LiP BZ¨vw` e„nr Kviev‡ii
wewfbœ kvLvq Qwo‡q †`qv hvq| Abyiƒcfv‡e cÖwZ BDwbU wewµZ gv‡j weÁvcb LiPI Kg c‡o| Kviev‡ii
Kg©x I cyuwRi mØënvi nq e‡j cwiPvjb e¨qI n«vm cvq|
 Kvievi e„nr nIqvq g~jab ¯^vfvweKfv‡eB †ewk _v‡K| ZvB ÿz`ª LyPiv eëmvqx‡ì Zzjbvq e„n`vKvi LyPiv
eëmvqxiv AwaK cwigv‡Y cY¨ µq Ki‡Z cv‡i|
 e„n`vKvi LyPiv eviev‡i `ÿ I AwfÁ weµqKg©x wb‡qvM K‡i †fv³v‡ì DËg †mev cÖ`v‡bi cÖwZ mZK© `„wó
ivLv nq| †µZv‡ì mš‘wói Rb¨ e„n`vKvi LyPiv eëmvqxMY weµq-c~e© I weµqKvjxb †mev cÖ`v‡bi Rb¨
Zrci _v‡K|
 eo eo LyPiv †`vKvb¸‡jv‡Z wewea c‡Yï mgv‡ek N‡U| we‡kl K‡i mycvi gv‡K©U I wefvMxq wecYx‡Z
MÖvnK‡ì Pvwn`v †gUv‡bvi Rb¨ eûcÖKvi wbZ¨cÖ‡qvRbxq `ªe¨ óK K‡i ivLv nq| d‡j †fv³viv Zv‡ì
cÖ‡qvRb gvwdK cY¨mvgMÖx GKB †`vKvb †_‡K Abvqv‡m µq Ki‡Z cv‡i| G‡Z †fv³v‡ì nqivwb n«vm
cvq, mgq †eu‡P hvq Ges Zviv gvbwmK cÖkvwšÍ jvf K‡i|
 me iK‡gi e„n`vKvi LyPiv Kvievi KwZcq SzuwK e›UbRwbZ myweav †fvM K‡i| G‡ì MÖvn‡Ki msL¨v nq
cÖPzi Ges Gme †`vKv‡b eûwea cY¨ m¤¢vi wewµ Kiv nq| d‡j GKwU c‡Y¨ †jvKmvb n‡j Ab¨ c‡Yï
jvf w`‡q Zv cywl‡q †bqv hvq| ZvÕQvov †Kvb GKwU ev GKvwaK wefv‡M gybvdv bv n‡j †jvKmvbRwbZ
ÿwZ Ab¨vb¨ wefv‡Mi g‡a¨ fvM K‡i w`‡q cy‡iv cÖwZôvb‡K wech©‡qi nvZ †_‡K iÿv Kiv hvq|
e„n`vqZb LyPiv eëmv‡qi DbœwZi Rb¨ KwZcq kZ© cwic~iY Avek¨K| †hgb RbM‡Yi D”P Rxebavi‡Yi gvb, D”P
Avqwewkó RbM‡Yi Dcw¯’wZ, DbœZ I m—K cwienb eë¯’v, eûj cwigvY cyuwR BZ¨vw`| ZvB evsjv‡`‡k ¶z`K ª vi
LyPiv †`vKv‡bi msL¨v h‡_ó †e‡o‡Q Ges Anin evo‡Q, wKšÍy e„n`vKvi †`vKv‡bi msL¨v Lye Kg|

wkÿv_©xi KvR 5 ai‡Yi cvBKvi I LyPiv eëmv‡qi bvg wjLyb|
mvims‡ÿc:
cvBKvwi eëmvqx‡ì‡K 5 fv‡M fvM Kiv hvq: ewYK cvBKvi, `vjvj, cÖwZwbwa, Drcv`K‡ì cvBKvi I wewea
cvBKvi| LyPiv eëmvq cÖK…Zc‡ÿ wewfbœ AvKv‡i I cÖKv‡i n‡Z cv‡i| e¯ÍyZc‡ÿ, LyPiv eëmvq †÷viwfwËK
(†`vKv‡bi gva¨‡g †fv³v‡ì wbKU cY¨ weµq) wKsev †÷viwenxb (mivmwi †fv³vi wbKU cY¨ weµq,
B›Uvi‡bUwfwËK Ab-jvBb †ePv‡Kbv BZ¨vw`) n‡Z cv‡i| Z‡e GLbI †÷viwfwËK LyPiv eëmv‡qi cÖavb¨B
†ewk| e„n`vKvi LyPiv Kviev‡i LyPiv eëmvqx AwaKvsk †ÿ‡Î ga¨¯’Kvievixi mvnvh¨ bv wb‡q wb‡RB mivmwi
Drcv`‡Ki wbKU †_‡K cY¨ µq K‡i P~ovšÍ †fv³vi wbKU wewµ K‡i| e„nvKvi LyPiv eëmvq g~jZ cvuP ai‡bi
n‡Z cv‡i- wefvMxq wecwY, eûkvLv wecwY, wecwY gvjv, wewkó wecwY, mycvi †óvi|
√) wPý w`b-
1| †Kvb&wU e„n`vqZb LyPiv eëmvq?
K) mycvi †÷vi L) wWmKvD›U †÷vi
M) †Uwj‡÷vi N) Iq¨vi nvDR
2| LyPiv eëmvqx‡ì wbKU bM` Qvov evwK‡Z cY¨ weµ K‡i bv †h cvBKvi Zv‡ì‡K wK e‡j?
K) UªvK cvBKvi L) Wªc wkcvi
M) bM` cvBKvi N) i¨vK Revi
3| c‡Yï µq-weµ‡q mvnvh¨ K‡i wKšÍy wb‡Riv µq-weµ‡qi Kv‡h© wjß nq bv?
K) UªvK cvBKvi L) Wªc wkcvi
M) bM` cvBKvi N) i¨vK Revi
4| LyPiv eëmvqx‡ì wbKU bM` Qvov evwK‡Z cY¨ weµ K‡i bv †h cvBKvi Zv‡ì‡K wK e‡j?
K) cÖwZwbwa L) bxjvg †Kv¤úvwb
M) Kwgkb gv‡P©›U N) `vjvj

cvV-7.3 cvBKvwi I LyPiv eëmvq: evsjv‡`k ‡cÖwÿZ

Wholesale and Retail Businesses: Bangladesh
Perspective
D‡Ïk¨
G cvV †k‡l Avgiv

• evsjv‡`‡ki †cÖwÿ‡Z cvBKvwi I LyPiv eëmv‡qi mgm¨v Rvb‡Z cvi‡eb; Ges
• evsjv‡`‡ki ‡cÖwÿ‡Z cvBKvwi I LyPiv eëmv‡qi mgm¨v mgvav‡bi Dcvq e¨vL¨v Ki‡Z cvi‡eb|
FY myweav, Av¯’v m„wó, eª¨vÛ, ¸`vgNi|

evsjv‡`‡k cvBKvwi I LyPiv eëmv‡qi mgm¨v (Problems of Wholesale and Retail

Business in Bangladesh)
evsjv‡`‡k cvBKvwi I LyPiv eëmvq cwiPvjbvi †ÿ‡Î wb‡¤œv³ mgm¨v¸‡jv jÿ¨ Kiv hvq-
1. cvBKvwi I LyPiv eëmv‡q g~ja‡bi cÖ‡qvRb nq cY¨ cwienb, msiÿb I mvRv‡bvi Rb¨| G‡ÿ‡Î
eëmvqxiv mn‡R FY myweavi Afv‡e eëmvq cwiPvjbv Ki‡Z mgm¨vq c‡o|
2. evsjv‡`‡ki cÖZ¨šÍ AÂ‡j GLbI AeKvVv‡gvMZ mgm¨vi Kvi‡Y cY¨ cwienb I msiÿY Kiv KwVb n‡q
c‡o|
3. evsjv‡`‡k cvBKvix I LyPiv eëmvq mwVKfv‡e cwiPvjbv Kivi Rb¨ mywbw`©ó bxwZgvjvi Afve i‡q‡Q|
4. cÖvK…wZK, ivR‰bwZK ev A_©‰bwZK Kvi‡Y Aw¯’wZkxj evRv‡ii m„wó nq hvi Kvi‡Y c‡Yï g~j¨ DVvbvgv
K‡i| Giƒc cwiw¯’wZ‡Z cvBKvi I LyPiv eëmvqx cY¨ µq I msiÿY Ki‡Z SzuwKi m¤§ywLb nb|
5. mwVKfv‡e cvBKvi I LyPiv eëmvq cwiPvjbv Kivi Rb¨ eëmvqx‡ì Rb¨ hy‡Mvc‡hvwM cÖwkÿY cÖ‡qvRb|
evsjv‡`‡k cÖwkÿY †K‡›`ªi Afve i‡q‡Q ZvB G ai‡bi cÖwkÿY MÖnY Kiv GLbI mnR bq|
6. cvBKvi I LyPiv eëmv‡q cÖ‡qvRbxq evRvi Z_¨ msMÖn I weZi‡Yi Afve jÿ¨ Kiv hvq evsjv‡`‡k|
7. cY¨ msiÿ‡Yi Rb¨ AvaywbK I chv©ß cwigv‡Y ¸`vgN‡ii cÖ‡qvRb hv evsjv‡`‡k AcÖZyj|
evsjv‡`‡k cvBKvwi I LyPiv eëmv‡qi mgm¨v mgvav‡bi Dcvq (Ways to Solve the Problems of
Wholesale and Retail Business in Bangladesh)
1. LyPiv †`vKv‡bi mvg‡b g~j¨-ZvwjKv UvsMv‡bvi eë¯’v Ki‡Z n‡e hv‡Z MÖvnKMb †mB ZvwjKv †`‡L c‡Yï
g~j¨ m¤ú‡K© †`vKv‡b cÖ‡e‡ki Av‡MB AewnZ n‡Z cv‡i|
2. cÖ‡Z¨K †`vKv‡b hv‡Z GKB eª¨v‡Ði cY¨ GKB g~‡j¨ wewµ nq †m e¨vcv‡i wbðqZv m„wó Kiv ìKvi|
†`vKv‡b †`vKv‡b g~‡jï wgj _vK‡j MÖvnKMY myweavgZ †h-‡Kvb †`vKvb †_‡K hvPvB bv K‡i cY¨ µq
Ki‡Z cv‡i
3. evsjv‡`‡k cÖ¯‘Z c‡Yï gvb Dbœqb K‡i MÖvnK‡ì g‡a¨ Av¯’v m„wó Kiv cÖ‡qvRb| c‡Yï gv‡bi DrKl©Zv
wbwðZ Kiv †M‡j MÖvnKMY we‡kl eª¨v‡Ði cY¨ `xN©Kvj hveZ wbwe©‡Nœ eënvi Ki‡Z cv‡i| G‡Z LyPiv
eëmv‡qi `ÿZvi Dci AbyK~j cÖfve co‡e|

4. c‡Yï mieivn wbqwgZ bv n‡j LyPiv Kviev‡i `ÿZv n«vm cvq| ZvB c‡Yï mieivn wbwðZ Kivi Rb¨
cÖ‡qvRbxq c`‡ÿc MÖnY Kiv ìKvi| †h me Kvi‡Y mieivn wewNœZ nq †mme Kvi‡Yi cÖwZ mswkøóiv
hZœevb n‡jB G mgm¨vi ZxeªZv n«vm Kiv m¤¢e|
5. weµq-Kg©x‡ì fvj eënvi m¤ú‡K© mywkÿvi Afve `~ixf~Z Kivi Rb¨ Zv‡ì cÖwkÿY w`‡Z n‡e| Avgv‡ì
†`‡k weµqKg©x‡ì cÖwkÿY cÖ`v‡bi Rb¨ †Kvb cÖwZôvb AvR ch©šÍ M‡o I‡Vwb| LyPiv weµq-Kg©x‡ì
cÖwkÿ‡Yi Rb¨ RvZxq wfwË‡Z we‡klvwqZ cÖwkÿY Bb&w÷wUDU cÖwZôv Kiv n‡j mgm¨vi wKQzUv myivnv n‡Z
cv‡i|
6. LyPiv we‡µZv‡ì †gŠmygx cyuwRi Afve `~i Kivi Rb¨ e¨vsKmg~n FY`vb Ki‡Z cv‡i| myZivs e¨vs¸‡jv
LyPiv eëmvqx‡ì‡KI FY cÖ`vb K‡i Zv‡ì cyuwRi Afve `~i K‡i eëmv‡qi `ÿZv Avbq‡Y ¸iæZ¡c~Y©
f~wgKv cvjb Ki‡Z cv‡i|
wkÿv_©xi KvR Avcbvi GjvKvi †Kv‡bv LyPiv eëmvqxi 2wU mgm¨v wPwýZ Kiæb|
mvims‡ÿc:
evsjv‡`‡k cvBKvix I LyPiv eëmvqx‡ì‡K wewfbœ mgm¨vi gy‡LvgyLx n‡Z nq| †hgb, eëmvqxiv mn‡R FY
myweavi Afv‡e eëmvq cwiPvjbv Ki‡Z mgm¨vq c‡o; evsjv‡`‡ki cÖZ¨šÍ AÂ‡j GLbI AeKvVv‡gvMZ mgm¨vi
Kvi‡Y cY¨ cwienb I msiÿY Kiv KwVb n‡q c‡o; evsjv‡`‡k cvBKvix I LyPiv eëmvq mwVKfv‡e cwiPvjbv
Kivi Rb¨ mywbw`©ó bxwZgvjvi Afve i‡q‡Q; Avevi cÖvK…wZK, ivR‰bwZK ev A_©‰bwZK Kvi‡Y Aw¯’wZkxj
evRv‡ii m„wó nq, hvi Kvi‡Y c‡Yï g~j¨ DVvbvgv K‡i| Gme mgm¨v `~i Kivi Rb¨ wewfbœ c`‡ÿc †bIqv †h‡Z
cv‡i| †hgb, cÖ‡Z¨K †`vKv‡b hv‡Z GKB eª¨v‡Ði cY¨ GKB g~‡j¨ wewµ nq †m e¨vcv‡i wbðqZv m„wó Kiv;
evsjv‡`‡k cÖ¯‘Z c‡Yï gvb Dbœqb K‡i MÖvnK‡ì g‡a¨ Av¯’v m„wó Kiv; weµq-Kg©x‡ì fvj eënvi m¤ú‡K©
mywkÿvi Afve `~ixf~Z Kivi Rb¨ Zv‡ì cÖwkÿY eë¯’v BZ¨vw`|

DÏxcKwU co–b Ges 1 I 2 bs cÖ‡kœi DËi w`b|
evsjv‡`‡k Kgwd myR †Kv¤úvwb wbR¯^ KviLvbvq wewfbœ ai‡bi RyZv ˆZwi K‡i| Zviv Drcvw`Z RyZv †`‡ki
eo kni¸‡jv‡Z wbR¯^ †kviæ‡gi gva¨‡g †fv³v‡ì wbKU wewµ K‡i| Gi d‡j Zv‡ì Zzjbvg~jK jvf †ewk
nq|
1| Kgwd †Kvb& ai‡bi wecwY?
K) †PBb‡÷vi L) mycvi‡÷vi
M) wefvMxq wecYx N) eûkvLv wecYx

2| Kgwd †Kv¤úvwbi êwkó¨ wb‡Pi †Kv&bwU?

i. n«vmK…Z g~j¨
ii. wbR¯^ eë¯’vcbv I cwiPvjbv
iii. ga¨¯’eëmvqx‡ì cwinvi
P~ovšÍ g~j¨vqb
m„Rbkxj cÖk-œ 1
ÔRbwcÖq †÷viÕ ivRkvnx kn‡ii GKwU cÖwZwôZ eëmvq cÖwZôvb| Giv Drcv`bKvixi wbKU †_‡K e¨vcK AvKv‡i
cY¨ µq K‡i Aí AvKv‡i LyPiv eëmvqx‡ì wbKU weµq K‡i| Giv KLbI †fv³v‡ì wbKU cY¨ weµq K‡i bv|
Giv †fv³v‡ì iæwP, cQ›` Ges µq ÿgZv m¤ú‡K© wewfbœ Z_¨ Drcv`bKvix‡K mieivn K‡i| d‡j Drcv`bKvix
†fv³v‡ì cQ›`gvwdK cY¨ Drcv`b I mieivn K‡i|
K. mycvi gv‡K©U Kx? 1
L. ÔLyPiv eëmvq mivmwi †fv³v‡ì wbKU cY¨ wewµ K‡iÕ Ñ e¨vL¨v Kiæb| 2
M. DÏxc‡Ki RbwcÖq †÷vi †Kvb& ai‡bi eëmvq cÖwZôvb? e¨vL¨v Kiæb| 3
N. Ò†fv³vi cQ›`gvwdK cY¨ Drcv`‡b RbwcÖq †÷vi ¸iæZ¡c~Y© f‚wgKv cvjb K‡iÓ Ñ DÏxc‡Ki Av‡jv‡K
we‡kølY Kiæb| 4
m„Rbkxj cÖk-œ 2
XvKvi Ô†RvbvwK e¯¿ weZvbÕ GKwU weL¨vZ cÖwZôvb| cÖwZôvbwU †`wk I we‡`wk DbœZgv‡bi c¨v›U, kvU© I my¨‡Ui
Kvco weµq K‡i| G cÖwZôvb †_‡K ivRkvnxi mycvi‡Ub Ges AviI A‡bK eëmvq cÖwZôvb wbqwgZ Kvco µq
K‡i †fv³v‡ì Kv‡Q weµq K‡i| †fv³viv Gme †`vKvb †_‡K Zv‡ì cQ›`gZ Kvco wKb‡Z cv‡i| d‡j
mycvi‡Ubmn Gme †`vKv‡bi mvdj¨ `ªæZMwZ‡Z e„w× cv‡”Q|
K. wWmKvD›U †÷vi Kx? 1
L. Òga¨¯’eëmvqxiv cY¨ g~j¨ e„w×‡Z f‚wgKv iv‡LÓ Ñ e¨vL¨v Kiæb| 2
M. DÏxc‡K †RvbvwK e¯¿ weZvb-Gi Kvh©µg‡K †Kvb& ai‡bi eëmvq e‡j? e¨vL¨v Kiæb| 3
N. ivRkvnxi Ômycvi‡UbÕ-Gi mvd‡jï KviY eëmv‡qi aib D‡jøLc~eK © we‡kølY Kiæb| 4
m„Rbkxj cÖk-œ 3
Ô†mjvB NiÕ bvivqYM‡Äi GKwU weL¨vZ n¯Íwk‡íi †`vKvb| GLv‡b DbœZgv‡bi bKwk Kuv_v, cvÄvwe, w_ª-wcm I Pvì
weµq Kiv nq| XvKvi wbDgv‡K©U, avbgwÛ gv‡K©U I †gŠPvK gv‡K©Umn eû eëmvq cÖwZôvb n¯Íwk‡íi cY¨ mvgMÖx
wbqwgZ µq K‡i Zv †fv³v‡ì gv‡S weµq K‡i| †fv³v‡ì Kv‡Q Gme cY¨ LyeB cQ›`bxq| G‡Z Ô†mjvB NiÕ
bvgK eëmv cÖwZôv‡bi bvg, hk, gh©v`v w`b w`b e„w× cv‡”Q|
K. wefvMxq wecwY Kx? 1
L. mycvi †óvi ej‡Z Kx †ev‡Sb? 2
M. DÏxc‡K DwjøwLZ Ô†mjvB NiÕ †Kvb& ai‡bi eëmvq? e¨vL¨v Kiæb| 3
N. DÏxc‡K DwjøwLZ XvKvi eëmv cÖwZôvb¸‡jvi aib D‡jøLc~eK © Zv‡ì mybvg e„w× cvIqvi KviY m¤ú‡K©
†Zvgvi mywPwšÍZ gZvgZ cÖKvk Kiæb| 4

m„Rbkxj cÖk-œ 4
ÔXvKv my †÷viÕ wewfbœ Drm †_‡K DbœZgv‡bi †`wk-we‡`wk RyZv I m¨v‡Ûj msMÖn K‡i †`‡ki wewfbœ ¯’v‡b kvLv Ly‡j
weµq K‡i| G wecwYi mKj kvLvq GKB weµq bxwZ AbymiY Kiv nq| G‡Z cÖwZôv‡bi cwiwPwZ I weµq e„w×
cvq Ges eëmv‡q mvdj¨ Av‡m| eZ©gv‡b cÖwZôvbwU ÔXvKv my wjwg‡UWÕ bv‡g AvšÍRv© wZK gv‡bi RyZv I m¨v‡Ûj
cÖ¯‘ZKvix cÖwZôvb ¯’vc‡bi wm×všÍ wb‡q‡Q| cÖwZôvbwU m¤úªwZ wb‡R‡ì Drcvw`Z RyZv I m¨v‡Ûj Zv‡ì mKj
kvLvq weµ‡qi wm×všÍ MÖnY K‡i‡Q|
K. cvBKvwi eëmvq Kx? 1
L. Ôåvg¨gvY LyPiv eëmvq n‡jv †fv³v‡ì Øv‡i Øv‡i cY¨ weµqÕ-e¨vL¨v Kiæb| 2
M. DÏxc‡K DwjøwLZ ÔXvKv my †÷viÕ †Kvb& ai‡bi LyPiv eëmvq, Zv e¨vL¨v Kiyb| 3
N. Avcwb wK g‡b K‡ib, DÏxc‡K DwjøwLZ cÖwZôvbwUi eëmvq cwieZ©‡bi wm×všÍ †hŠw³K? cwiewZ©Z LyPiv
eëmv‡qi aib D‡jøLc~e©K we‡kølY Kiyb| 4
m„Rbkxj cÖk-œ 5
cÖvY K…ò †gŠmy‡g PuvcvBbeveMÄ †_‡K Avg msMÖn K‡i †`‡ki wewfbœ evRv‡i weµq K‡ib| G eQi Av‡gi djb
fv‡jv nIqvq nVvr g~j¨ c‡o hvIqvq wZwb Kg g~‡j¨ cY¨ wewµ K‡i †`b| µgvMZ †jvKmv‡bi nvZ †_‡K iÿv
†c‡Z wZwb fwel¨‡Z †ckvMZfv‡e ¸`v‡g Avg msiÿY K‡i g~j¨ e„w× †c‡j weµq Kivi wm×všÍ MÖnY K‡i‡Qb|
K. LyPiv eëmvqx †K? 1
L. wbjvg`vi ej‡Z Kx †evSvq? e¨vL¨v Kiæb| 2
M. eÈb cÖYvwj‡Z cÖvY K…ò Kx ai‡bi eëmvqx wn‡m‡e cwiwPZ? e¨vL¨v Kiæb| 3
N. cÖvY K…ò KZ©„K ¸`v‡g Avg msiÿY msµvšÍ wm×v‡šÍi †hŠw³KZv e¨vL¨v Kiæb| 4
DËigvjv
cv‡VvËi g~j¨vqb- 7.1 : 1. K, 2. K, 3. N, 4. K,

cv‡VvËi g~j¨vqb- 7.2 : 1. K, 2. M, 3. M, 4. N,
cv‡VvËi g~j¨vqb- 7.3 : 1. K, 2. M,
fvebvi AšÍiv‡j
wKQzw`b Av‡MI evsjv‡`‡k †µZv‡ì gv‡S GjvKvi evmvi cv‡ki cwiwPZ
†`vKvb †_‡K cY¨ µq Kivi cÖwZ AvMÖnx wQj| wKš‘ eZ©gv‡b wewfbœ GjvKvq
†PBb †óvi I mycvi †óvi nevi Kvi‡Y †µZvi ‡mLvb †_‡K cY¨ µq Ki‡Z
†ewk AvMÖnx n‡”Q| KviY ‡PBb ‡óv‡ii gva¨‡g †µZviv GKB gv‡bi wewfbœ cY¨
wewfbœ GjvKv †_‡K µq Ki‡Z cvi‡Q| Avevi mycvi †óv‡i wecyj c‡Yï
mgv‡ek Zv‡K wewfbœ ai‡bi cY¨ hvPvB-evQvB Kivi my‡hvM K‡i w`‡”Q| ïay
Photo credit: www.Pixabay.com
ZvB bq, GKB RvqMvq me ai‡bi cY¨ cvIqv hv‡”Q| GQvovI †µZviv GLv‡b
weµ‡qvËi †mev cv‡”Q, gvbm¤§Z c‡Yï mv‡_| ZvB †PBb †óvi ev mycvi
†óv‡ii RbwcÖqZv w`b w`b evo‡Q|
Z_¨m~Î:

weµq cÖmvi I weÁvcb BDwbU
Sales Promotion and Advertising 8
wecY‡b cÖmvi n‡jv wecYb wgkÖ‡Yi GKwU ¸iæZ¡c~Y© KvR| †µZvi wbKU c‡Yï cwiwPwZ Ges hveZxq Z_¨ Zz‡j
ai‡Z wecYb cÖmvi Kvh©µg Acwinvh©| cÖmvi Ges Zvi myôz eë¯’vcbv Qvov cY¨ wecYb cÖvq Am¤¢e| GB BDwb‡U
cÖmvi Ges cÖmv‡ii wewfbœ c×wZ m¤^‡Ü wek` eY©bv Kiv n‡q‡Q| cÖ_g cv‡V cÖmv‡ii aviYv I Gi Dcv`vbmg~n
Av‡jvPbv Kiv n‡q‡Q| wØZxq cv‡V wecYb cÖmv‡ii Dcv`vb wn‡m‡e weµq cÖmv‡ii aviYv, ¸iæZ¡ I †KŠkjm¤^‡Ü
Av‡jvPbv Kiv n‡q‡Q| Z„Zxq cv‡V wecYb cÖmv‡ii Av‡iKwU Dcv`vb weÁvc‡bi aviYv, cÖ‡qvRbxqZv I Kvh©vewj
e¨vL¨v Kiv n‡q‡Q| PZz_© cv‡VweÁvcb gva¨g-Gi aviYv, cÖKvi‡f` I wbev©P‡b we‡eP¨ welqmg~n we¯ÍvwiZ Av‡jvPbv
Kiv n‡q‡Q| me©‡kl, cÂg cv‡V cÖPvi-Gi A_© I êwkó¨ m¤^‡Ü cÖ‡qvRbxq e¨vL¨v †`qv n‡q‡Q| G BDwbU †_‡K
cY¨ cÖmv‡ii we¯ÍvwiZ aviYv AR©b Kiv m¤¢e n‡e|
cvV-1 : wecYb cÖmvi: aviYv I Dcv`vbmg~n
cvV-2 : weµq cÖmvi: aviYv, ¸iæZ¡ I ‡KŠkj
cvV-3 : weÁvcb: aviYv, cÖ‡qvRbxqZv I Kvh©vejx
cvV-4 : weÁvcb gva¨g: aviYv, cÖKvi‡f` I wbev©P‡b we‡eP¨ welqmg~n
cvV-5 : cÖPvi: aviYv I êwkó¨
cvV-8.1 wecYb cÖmvi: aviYv I Dcv`vbmg~n

Marketing Promotion: Concept and Components
D‡Ïk¨
G cvV †k‡l Avgiv-

• wecYb cÖmvi m¤ú‡K© aviYv Ki‡Z cvi‡eb; Ges
• wecYb cÖmvi wgkÖY I Gi Dcv`vbmg~n m¤ú‡K© Rvb‡Z cvi‡eb|
weÁvcb, e¨w³K weµq, weµq cÖmvi, cÖPvi, Rbms‡hvM|

wecYb cÖmvi-Gi aviYv (Concept of Marketing Promotion)

wecYb cÖwµqvi cÖmvi GKwU ¸iæZ¡c~Y© welq| cY¨ Drcv`b cwiKíbv, c‡Yï g~j¨ wba©viY Ges eÈb
GBmewecYb Kvh©vejxi AšÍf©y³| wKšÍz GKwU †Kv¤úvbx Zvi G mKj Kvh©vejxi gva¨‡g wbwðZ n‡Z cv‡i bv †h Zvi
Drcvw`Z cY¨ mvgMÖx evRv‡i M„nxZ n‡e Ges Zvi wecYb D‡Ïk¨ mdj n‡e| ZvB †Kv¤úvbx‡K weµ‡qi wbðqZvi
Rb¨ cÖmvi bxwZ AbymiY Ki‡Z nq| hvi gva¨‡g †m cY¨mvgMÖx m¤ú‡K© †µZv‡ì‡K cwiwPZ Kiv‡Z cv‡i Ges
†µZv‡ì mv‡_ GKwU Kvh©Kix †hvMv‡hvM ¯’vcb Ki‡Z cv‡i| cÖwZ‡hvwMZvi evRv‡i wecYbKvix cÖmvi Kvh©µ‡gi
gva¨‡g wb‡Ri cY¨ ev †mev m¤ú‡K© eZ©gvb I fwel¨Z †µZvi g‡b GKwU mywbw`©ó ¯’vb ˆZwi Ki‡Z cv‡i|
mnRfv‡e, c‡Yï evRvi m„wói Rb¨ cÖK…Z †fv³v I cybtwe‡µZv‡ì (cvBKvi, LyPiv eëmvqx I Ab¨vb¨
ga¨¯’eëmvqx) AewnZ K‡i cY¨wU µ‡q †µZv‡ì AvMÖnx K‡i Zzjevi Rb¨ †h Dcvq ev †KŠkj eënvi Kiv nq,
Zv‡K wecYb cÖmvi ejv nq|
wecYb cÖmvi m¤ú‡K© wewfbœ e¨w³i K‡qKwU msÁv-
Evans & Berman wecYb cÖmv‡ii †h msÁv cÖ`vb K‡i‡Qb Zv n‡jv,“Promotion is any form of
communication used by a firm to inform, persuade or remind people about its products,
services, image, ideas, community involvement or impact on society.” A_©vr cÖmvi n‡jv GK
ai‡Yi †hvMv‡hvM cÖwµqv hvi gva¨‡g cÖwZôv‡bi cY¨, †mev, fveg~wZ©, aviYv, †Mvôx mswkøóZv A_ev mvgvwRK
cÖfve BZ¨vw` m¤ú‡K© RbMY‡K AewnZ Kiv nq, µ‡q cÖ‡ivwPZ Kiv nq ev cybtcybt ¯§iY Kiv‡bv nq|
Philip Kotler & Gary Armstrong Gi g‡Z,“Promotion means activities that communicate
the merits of the product and persuade target customers to buy it.” A_©vr cÖmvi n‡jv KZ¸‡jv
Kv‡Ri mgwó hvi gva¨‡g c‡Yï myweav m¤ú‡K© Z_¨ cÖ`vb Kiv nq Ges Afxó †µZv‡K cY¨wU µq Kivi
Rb¨ cÖ‡ivwPZ Kiv nq|
Dc‡ii Av‡jvPbvi wfwË‡Z wecYb cÖmvi m¤ú‡K© wb‡¤œi aviYv¸‡jv cvIqv hvq-
1. wecYb cÖmvi GKgyLx ev DfqgyLx Z_¨ Av`vb-cÖ`v‡bi cÖwµqv wn‡m‡e KvR K‡i;
2. wecYb cÖmvi eZ©gvb †µZv I m¤¢ve¨ †µZvi mv‡_ †hvMv‡hv‡Mi gva¨g wn‡m‡e eëüZ nq;
3. Afxó ev wbw`©ó j‡ÿï evRv‡ii †µZv‡ì cY¨, †mev ev cÖwZôvb m¤ú‡K© AewnZ Kiv nq;
4. cY¨ ev †mev µq Kivi Rb¨ ‡µZv‡ì‡K DØy× Kiv nq; Ges
5. wecYb cÖmvi cÖwZ‡hvwMZv ‡gvKv‡ejv Kivi Rb¨ ¸iæZ¡c~Y© f~wgKv cvjb K‡i|
BDwbU AvU c„ôvÑ162

cwi‡k‡l ejv hvq, wecYb cÖmvi n‡”Q Ggb GKwU ‡hvMv‡hvM gva¨g hvi gva¨‡g wecYbKvix cY¨ ev †mev m¤ú‡K©
†µZv I †fv³v‡ì AewnZ K‡i, evi evi g‡b Kwi‡q †`q I µ‡q DØy× K‡i|
wecYb cÖmvi wgkÖY I Gi Dcv`vbmg~n (Marketing Promotional Mix and Its Components)
AvaywbK wecYbKvixiv Zv‡ì cÖmvi jÿ¨ AR©‡bi Rb¨ †Kvb bv †Kvb gvÎvq mKj cÖKvi wecYb-cÖmvi Kvh©µ‡gi
GKwU mgwb¦Z c×wZ eënvi K‡i _v‡Kb| c‡Yï Rb¨ cÖPv‡ii jÿ¨ nvwm‡ji AwfcÖv‡qwecYbKvix cÖmvi msµvšÍ
cš’vmgy‡ni ga¨ †_‡K K‡qKUv‡K GKwÎZ K‡i‡h bZzb c×wZ ˆZwi K‡i, Zv‡K cÖmvi wgkªY e‡j|
wecYb cÖmv‡ii †h Dcv`vb¸‡jv Av‡Q (weÁvcb, e¨w³K weµq, weµq cÖmvi, cÖZ¨ÿ wecYb I Rbms‡hvM)
‡m¸‡jvi g‡a¨ mgb¦qmva‡bi gva¨‡g GKwU †Kv¤úvbx Zvi wecYb Kvh©‡K ev¯ÍevwqZ I mvdj¨gwÛZ K‡i †Zvjvi
†Póv K‡i|mg‡qi cwieZ©‡bi mv‡_ mv‡_ cÖmvi wgkª‡Yi Dcv`vb mg~nI wewfbœ mg‡q cwigvwR©Z I cwiewZ©Z
n‡q‡Q| Zvic‡iI cÖmvi wgkª‡Yi Dcv`vb KqUv Zv wb‡q GLbI gZ‡f` Av‡Q| MÖnY‡hvM¨ gZ wnmv‡e cÖmvi
wgkª‡Yi Dcv`vb `vov‡”Q wb¤œiƒc-
weµq cÖmvi Rbms‡hvM

wecYb cÖmvi
wgkÖY
e¨w³K weµq cÖZ¨ÿ wecYb
weÁvcb
wPÎ 8.1: wecYb cÖmvi wgkÖY
cÖ‡Z¨K wecYbKvix cÖwZôvbB Dc‡ii cÖmvi †KŠkj¸‡jv †_‡K †h †Kvb GKwU ev cÖ‡qvRbgZ wewfbœ †KŠk‡ji
mgb¦q NwU‡q Zvi cY¨ ev †mev‡K †µZvi wbKU Dc¯’vcb K‡i Ges †µZv‡K wewfbœ †KŠk‡j cY¨ µ‡q cÖjyä K‡i
_v‡K| GKB mv‡_ cÖwZôvbwU cÖwZ‡hvMx‡ì cÖmvi †KŠkj‡K †gvKv‡ejv K‡i|
wkÿv_©xi KvR wecYb wgkÖY KZ cÖKvi I wK wK?
mvims‡ÿc:
wecYb cÖmvi n‡”Q Ggb GKwU ‡hvMv‡hvM gva¨g hvi gva¨‡g wecYbKvix cY¨ ev †mev m¤ú‡K© †µZv I
†fv³v‡ì AewnZ K‡i, evi evi g‡b Kwi‡q †`q I µ‡q DØy× K‡i| wecYb cÖmv‡ii †h Dcv`vb¸‡jv Av‡Q
(weÁvcb, e¨w³K weµq, weµq cÖmvi, cÖZ¨ÿ wecYb I Rbms‡hvM) ‡m¸‡jvi g‡a¨ mgb¦qmva‡bi gva¨‡g GKwU
†Kv¤úvbx Zvi wecYb Kvh©‡K ev¯ÍevwqZ I mvdj¨gwÛZ K‡i †Zvjvi †Póv K‡i|
BDwbU AvU c„ôvÑ 163

mwVK DË‡ii cv‡k wUK&(√) wPý w`b-

1| c‡Yï evRvi m„wói Rb¨ cY¨ µ‡q †µZv‡ì AvMÖnx K‡i Zzjevi Rb¨ †h Dcvq ev †KŠkj eënvi Kiv nq
Zv‡K wKejv nq?
K) weÁvcb L) Drcv`b
M) wecYb cÖmvi N) e›Ub
2| wb‡Pi †Kvb&wU wecYb cÖmv‡ii ¸iæZ¡c~Y© KvR?
i) ‡µZv I †fv³v‡ì AewnZ Kiv
ii) evi evi g‡b Kwi‡q †Ìqv
iii) cY¨ µ‡q DrmvwnZ Kiv
K) i L) ii
3| ‡Kvbw&U wecYb cÖmv‡ii Dcv`vb bq?
K) weÁvcb L) cÖPvi I Rbms‡hvM
M) e¨w³K weµq N) weµq
4| wecYb cÖmv‡ii Dcv`vb KZwU?
K) 2 wU L) 3 wU
M) 5 wU N) 6wU|

cvV-8.2 weµq cÖmvi: aviYv, ¸iæZ¡ I ‡KŠkj

Sales Promotion: Concepts, Importance and Techniques
D‡Ïk¨

• weµq cÖmvi m¤ú‡K© aviYv Ki‡Z cvi‡eb;
• weµq cÖmvi-Gi ¸iæZ¡ eY©bv Ki‡Z cvi‡eb; Ges
• weµq cÖmvi-Gi c×wZ e¨vL¨v Ki‡Z cvi‡eb|
DÏxcbvg~jK Kvh©µg, msev` Dc¯’vcb, eª¨vÛ AvbyMZ¨ |

weµq cÖmvi-Gi aviYv (Concepts of Sales Promotion)

weµq cÖmvi n‡”Q e¨w³K weµq, weÁvcb I cÖPvi Qvov wecY‡bi †mmKj cÖmvig~jK Kvh©vewj
hv¯^í‡gqv‡` cY¨ †ewk weµ‡qi Rb¨ AwbqwgZfv‡e eënvi Kiv nq| Ab¨vb¨ cÖmvi Kvh©µ‡gi cwic~iK/mnvqK
wn‡m‡e weµq cÖmvi KvR K‡i Ges †µZv I wWjvi‡ì cY¨ µq-weµ‡q mvgwqKfv‡e DØy× K‡i| mvev‡bi g~‡j¨ 2
UvKv Qvo †Ìqv n‡j A_ev 10wU byWzjm wKb‡j GKwU wUwdb e· wdª ‡`qv n‡j G¸‡jv‡K weµq cÖmv‡ii D`vniY
wn‡m‡e MY¨ Kiv hv‡e|
wb‡¤œ weµq cÖmv‡ii wKQz msÁv D‡jøL Kiv n‡jv-
Evans & Berman weµq cÖmv‡ii †h msÁv cÖ`vb K‡i‡Qb Zv n‡jv,“Sales promotion involves the
marketing activities, other than advertising, publicity or personal selling that stimulate
consumer purchases and dealer effectiveness.” A_©vr weµq cÖmvi n‡jv weÁvcb, cÖPvi ev e¨w³K
weµq QvovI ‡m mKj wecYb Kvh©µg hv †fv³vi µq‡K I wWjv‡ii Kvh©KvwiZv‡K DÏxß K‡i|
Philip Kolter & Gary Armstrong Gi g‡Z,“Sales promotion is short-term incentive to
encourage purchase or sale of a product or service.” A_©vr weµq cÖmvi n‡”Q cY¨ ev †mev µq ev
weµ‡q DrmvwnZ Kivi ¯^íKvjxb DÏxcbv|
wecYb cÖmv‡ii Kvh©µg wn‡m‡e weµq cÖmv‡ii g‡a¨ wb‡¤œv³ êwkó¨mg~njÿ Kiv hvqt
 wecYb cÖmv‡ii Rb¨ mvgwqKfv‡e weµq cÖmvi eëüZ nq;
 cY¨ ev †mevi weµq `ªæZ e„w×i Rb¨ weµq cÖmvi eënvi Kiv nq;
 bZzb cY¨ cÖeZ©b Kiv n‡j ev Pvwn`v K‡g †M‡j c‡Yï weµq evov‡bvi Rb¨ weµq cÖmv‡ii Kvh©µg nv‡Z
†bIqv nq|
cwi‡k‡l ejv hvq, weµq cÖmvi n‡jv weµq e„w×i Rb¨ ¯^íKvjxb DÏxcbvg~jK Kvh©µ‡gi mgwó|
weµq cÖmvi-Gi ¸iæZ¡ (Importance of Sales Promotion)

cÖwZôv‡bi D‡Ïk¨ Abyhvqx wecYb Kg©m~wP ev¯Íevq‡bi Rb¨ weµq cÖmvi Kvh©µ‡gi ¸iæZ¡ Acwimxg| wb‡¤œ weµq
cÖmv‡ii ¸iæZ¡ m¤ú‡K©Av‡jvPbv Kiv n‡jv-

1. Pvwn`v m„wó (Creating Demand): cY¨ cÖv_wgK ch©v‡q evRv‡i Avbvi ci Pvwn`v Kg _v‡K e‡j cY¨
msµvšÍ Z_¨vewj RbM‡Yi wbKU Dc¯’vcb K‡i Pvwn`v m„wói †Póv Ki‡Z nq| Gfv‡e A_©‰bwZK Pvwn`v
c~iY Ges we‡køl‡Yi †ÿ‡Î weµq cÖmvi ¸iæZ¡c~Y© f‚wgKv cvjb K‡i|
2. weµq e„w× (Increasing Sales): weµq cÖmvi Kvh©vewji Øviv c‡Yï ¯^í‡gqv‡` weµq e„w×i cÖ‡Póv MÖnY
Kiv nq| weµq e„w×i d‡j Drcv`‡bi cwigvY e„w× cvq Ges †mB m‡½ GKK cÖwZ Drcv`b e¨q n«vm cvq|
Drcv`b e¨q n«v‡mi d‡j c‡Yï g~jÏ n«vm cvq|
3. gybvdv e„w× (Increasing Profit): weµq cÖmvi Kvh©vewji d‡j weµ‡qi cwigvY e„w× cvq| d‡j gybvdvi
cwigvYI †e‡o hvq|
4. Pvwn`vi w¯’wZkxjZv iÿv (Maintaining Elasticity of Demand): weµq cÖmviKvh©µ‡gi mgqgZ
Ges mwVKfv‡e eënv‡ii gva¨‡g Pvwn`vi n«vm-e„w× wbqš¿Y Kiv m¤¢e| †Kvb c‡Yï Pvwn`v Kg _vK‡j Gi
gva¨‡g Pvwn`vi mvÄm¨Zv Avbv nq|
5. cÖwZ‡hvwMZv (Competition): cÖwZ‡hvMx‡ì cY¨ ev †mevi mv‡_ `„pfv‡e cÖwZ‡hvwMZvq AskMÖn‡Yi Rb¨
weµq cÖmvi wewfbœ ai‡bi Kvh©µ‡gi mv‡_ RwoZ _v‡K|
6. c‡Yï Dbœqb (Product Improvement): c‡Yï ¸Yv¸Y, AvK…wZ, †gvoK BZ¨vw` Dbœq‡bi gva¨‡g
weµq e„w× Kiv weµq cÖmv‡ii Ab¨Zg `vwqZ¡| Giƒc Kvh©vewj †µZv‡ì mš‘wó weav‡bi gva¨‡g cY¨ µ‡q
DØy× K‡i hv c‡Yï gvb Dbœq‡bi mnvqK|
7. fveg~wZ© cÖwZôv (Establishing Image): cÖwZôvb ev cY¨ m¤ú‡K© we‡kl fvegywZ© cÖwZôv Kiv
GescÖwZôv‡bi Ae¯’vb mymsnZ Kiv QvovI weµq cÖmvi weµq e„w×‡Z mnvqK nq|
8. c‡Yï msev` Dc¯’vcb (Presenting Product Information): weµq cÖmvi Kvh©µg Øviv cY¨ msµvšÍ
Z_¨vewj Dc¯’vcb Kiv nq| †µZv I w †µZvi g‡a¨ `~iZ¡ e„w× cvIqvq Ges cÖwZ‡hvwMZv e„w×i Kvi‡Y
c‡Yï Z_¨vewj cÖPvi AZ¨šÍ ¸iæZ¡c~Y|©
cwi‡k‡l ejv hvq, wecYb cÖmv‡ii wewfbœ Dcv`v‡bi g‡a¨ weµq cÖmvi ¯^í‡gqv‡` cY¨ weµq K‡i cÖwZôv‡bi
gybvdv e„w×‡Z ¸iæZ¡c~Y© f~wgKv cvjb K‡i|
weµq cÖmvi-Gi †KŠkj (Techniques of Sales Promotion)

weµq cÖmvi Kg©m~wPi g~L¨ D‡Ï‡k¨B n‡jv c‡Yï weµq e„w× Kiv| ZvB D‡Ï‡kï mv‡_ m½wZ †i‡L weµq
cÖmv‡ii‡KŠkj ev cš’v¸‡jv‡K `yÕfv‡e wef³ Kiv nq; h_v- (i) †fv³v‡Kw›`ªK weµq cÖmvi I (ii) eëmvwqK weµq
cÖmvi| wb‡¤œ D³ cÖKvi‡f` m¤ú‡K© Av‡jvPbv Kiv n‡jv:
(i) †fv³v‡Kw›`ªK weµq cÖmvi (Consumer Sales Promotion): Drcv`K ev ga¨¯’eëmvqx KZ…K © P‚ovšÍ
†fv³v‡ì‡K wbw`©ó cY¨ ev †mev µ‡q DØy× Kivi Rb¨ M„nxZ weµq cÖmvi cš’v‡K †fv³v‡Kw›`ªK weµq cÖmvi
e‡j| mvaviYZ †Kv‡bv bZzb cY¨ Dc¯’vcb A_ev µgn«vmgvb Pvwn`vm¤úbœ c‡Yï Pvwn`v e„w× A_ev
cÖwZ‡hvMx cÖwZôv‡bi cÖwZ‡hvwMZv †gvKvwejv Kivi Rb¨ Giƒc cÖmvig~jK cš’v M„nxZ n‡q _v‡K|
wb‡¤œ†fv³v‡Kw›`ªK weµq cÖmv‡ii cš’v¸‡jv Av‡jvPbv Kiv n‡jvt
K) bZzb cY¨ Dc¯’vcb (Introducing a New Product): †Kv‡bv bZzb cY¨ evRv‡i Dc¯’vcb Ges
c‡Yï weµq e„w×i Rb¨ wecYbKvix cÖwZôvb wb‡¤œv³ c×wZ¸‡jv MÖnY Ki‡Z cv‡i-
1. ‡mŠRb¨cY¨ weZiY (Giving Complimentary Product): hw` †Kv‡bv cÖwZôvb bZzb eª¨v‡Ûi
cY¨ evRv‡i Dc¯’vcb Ki‡Z Pvq, Zvn‡j D³ cÖwZôvb bZzb eª¨v‡Ûi c‡Yï mv‡_ m¤úwK©Z †Kv‡bv
cQ›`mB cY¨ webvg~‡j¨ †µZv‡ì‡K cÖ`vb Ki‡Z cv‡i| G‡Z bZzb cY¨ m¤ú‡K© †µZv‡ì g‡b
AvMÖ‡ni m„wó nq| †hgb, bZzb Uy_eªvk-Gi weµq e„w×i Rb¨ Uz_‡c‡÷i mv‡_ webvg~‡j¨ Uz_eªvk
cÖ`v‡bi eë¯’v Kiv hvq|

2. bgybvcY¨ weZiY (Giving Product Sample): †fv³v‡ì‡K wbw`©ó cY¨ mxwgZfv‡e webvg~‡j¨
cÖ`v‡bi eë¯’v‡K bgybvcY¨ weZiY c×wZ e‡j| hw` Drcv`K wbwðZ _v‡K †h, †µZviv cY¨ MÖnY
Ki‡e Ges cQ›` Ki‡j cybivq eënvi Ki‡e, Zvn‡jB bgybv weZiY c×wZi eënvi Kiv nq|
3. A_© †diZ (Money Refund): †fv³v Ges LyPiv eëmvqx Dfq ‡ÿ‡ÎB †fv³viv †gvo‡K DwjøwLZ
g~‡j¨ cY¨ µq K‡i Ges µ‡qi wbðqZv¯îƒc c‡Yï †j‡ej ev †gvoK Drcv`‡Ki wbKU †diZ
†`q| Drcv`K †gvo‡Ki DwjøwLZ g~‡jï GKwU wbw`©ó cwigvY A_© †fv³v‡ì‡K †diZ cÖ`vb K‡i|
4. †gqvw` M¨vivw›U cÖ`vb (Time Bound Gurantee): bZzb cY¨ Dc¯’vc‡bi †ÿ‡Î †gqvw` M¨vivw›U
AZ¨šÍ dj`vqK c×wZ| G c×wZ‡Z Drcv`K wbw`©ó †gqv‡ì Rb¨ c‡Yï ¯’vwqZ¡ ev Kg©ÿgZv
wel‡q wbðqZv cÖ`vb K‡i| Gi g‡a¨ c‡Yï †Kv‡bv ÎæwU †`Lv †M‡j ev cY¨ webó n‡j Drcv`K
cY¨wU †diZ wb‡q Av‡iKwU bZyb cY¨ †µZv‡K cÖ`vb K‡i A_ev †givgZ K‡i †`q| G ai‡bi
M¨vivw›U †µZv‡ì g‡b cY¨ m¤^‡Ü Av¯’vi m„wó K‡i Ges Zviv cY¨ µ‡q DØy× nq| B‡jKUªwb· `ªe¨
wecY‡bi †ÿ‡Î Giƒc c×wZi eënvi jÿYxq|
L) cÖwZ‡hvwMZv †gvKv‡ejv (Counter Balancing the Competition): evRv‡i cÖwZ‡hvwMZvq mvd‡jï
mv‡_ wU‡K _vKvi Rb¨ cÖwZôvbmg~n mvaviYZ wb‡¤œv³ weµq cÖmvi cš’v¸‡jv eënvi K‡i-
1. g~j¨n«vm Kycb (Price off Cupons): cÖPwjZ g~j¨ A‡cÿv wKQzUv g~j¨ Qvo w`‡q wbw`©ó †gqv‡ì
Rb¨ Kycb cÖ`vb cÖPwjZ c‡Yï weµq e„w×‡Z mnvqZv K‡i| G‡ÿ‡Î c‡Yï Drcv`K msev`cÎ ev
g¨vMvwR‡b weÁvcb cÖ`v‡bi gva¨‡g Kzcb cÖ`vb K‡i Ges †µZviv Kzcb Rgv w`‡q Kzc‡b DwjøwLZ
Kg g~‡j¨ cY¨ msMÖn K‡i|
2. g~j¨n«vm †gvowKKiY (Price off Packaging): G c×wZ g~j¨n«vm Kzcb c×wZi Abyiƒc| Z‡e
G‡ÿ‡Î Kzc‡bi cwie‡Z© c‡Yï †gvo‡K g~j¨ Qvo-Gi cwigvY D‡jøL _v‡K| †µZviv wbw`©ó †gqv‡ì
Rb¨ c‡Yï wba©vwiZ g~j¨ A‡cÿv Kg g~‡j¨ cY¨ µq Ki‡Z cv‡i| Avgv‡ì †`‡k we‡kl K‡i
mvevb, Iqvwks cvDWvi, Uz_‡c÷ BZ¨vwì †ÿ‡Î Giƒc c×wZi eënvi jÿ Kiv hvq|
3. weµ‡qvËi †mev (After Sales Service): ‡mevg~jK c‡Yï weµq e„w×i †ÿ‡Î I cÖwZ‡hvwMZv
†gvKv‡ejvq †fv³v‡K cY¨ ev †mev µ‡qi ci webvg~‡j¨ weµ‡qvËi †mev cÖ`v‡bi wbðqZv †`qv nq|
G‡ÿ‡Î †gqvw` M¨vivw›Ui b¨vq †Kv‡bv †gqv` wbw`©ó _v‡K bv| †h‡Kv‡bv mg‡q †µZviv Giƒc
†mevMÖnY Ki‡Z cv‡i| wUwf, †iwd«Rv‡iUi BZ¨vw` c‡Yï †ÿ‡Î weµ‡qvËi †mev Acwinvh© e‡j
we‡ewPZ nq|
4. cÖ`k©bx Ges †gjv (Exhibition and Shows): c‡Yï evRvi e„w×i Rb¨ wewfbœ mg‡q †`‡ki
Af¨šÍ‡i I AvšÍR©vwZK ch©v‡q cÖ`k©bx I †gjv AbywôZ nq| Gme cÖ`k©bx I †gjvi ¯úÝi n‡qI
cÖwZôv‡bi cwiwPwZ Zz‡j aiv hvq| G Qvov cÖ`k©bx I †gjv‡Z ÷j Ly‡j c‡Yï cÖwZ †fv³v‡ì
AvMÖn e„w× Ges †mB m‡½ weµ‡qi cwigvY evov‡bv m¤¢e nq|
M) †fv³v‡ì g‡b AbyK~j g‡bvfve m„wó (Creating Favorable Attitudes in Consumers’
Minds): c‡Yï cÖwZ †µZv‡ì AbyK‚j g‡bvfve m„wói Rb¨ cÖwZôvb A‡bK mgq wewfbœ weµq cÖmvi
Kg©m~wP MÖnY K‡i| G¸‡jv wb‡¤œ Av‡jvPbv Kiv n‡jvt
1. Dcnvi cÖ`vb (Offering Gifts): †µZv‡ì g‡b cY¨ msµvšÍ wel‡q AbyK‚j g‡bvfve m„wói Rb¨
†µZv‡ì‡K wewfbœ wRwbm Dcnvi wn‡m‡e cÖ`vb Kiv hvq| Dcnvi-mvgMªxi Mv‡q Drcv`bKvwi
cÖwZôv‡bi bvg Ges wVKvbv gyw`ªZ _v‡K| †hgb K¨v‡jÛvi, Kjg, Pvwei wis BZ¨vw`|
2. ï‡f”Qv Ávcb (Greetings): wewfbœ ag©xq mvgvwRK Abyôv‡b Ges bee‡l©i AvMgb Dcj‡ÿ eZ©gvb
Ges m¤¢ve¨ †µZv‡ì ï‡f”Qv Ávcb weµq cÖmv‡ii GewU Ab¨Zg †KŠkj| mycwÖ ZwôZ cÖwZôvb
¸‡jv MYgva¨g¸‡jvi mvnv‡h¨ A_ev MÖvnK‡ì‡K e¨w³MZ wPwV cÖ`v‡bi gva¨‡g ï‡f”Qv Ávcb K‡i
_v‡K| Avgv‡ì †`‡k eo ¯^Y©vj¼vi eëmvqx‡ì Giƒc weµq cÖmvi Kvh©µg MÖnY Ki‡Z †`Lv hvq|

(ii) eëmvwqK weµq cÖmvi (Trade Sales Promotion):ga¨¯’eëmvqx‡ì‡K cÖwZôv‡bi cY¨ weµ‡q DØy×
Kivi Rb¨ M„nxZ weµq cÖmvi cš’v‡K eëmvwqK weµq cÖmvi e‡j| G‡ÿ‡Î M„nxZ wewfbœ Kvh©µg wb‡¤œ
Av‡jvPbv Kiv n‡jv:
K) weµq cÖmvi Kvh©µ‡g AskMÖn‡Y Drmvn `vb (Motivating to Participate in Sales Promotion
Activities): ga¨¯’eëmvqxiv hv‡Z wb‡RB D‡`¨vM wb‡q wbw`©ó c‡Yï weµq cÖmv‡i f~wgKv iv‡L GRb¨
wb‡¤œv³ weµq cÖmvi Kvh©µg MÖnY Kiv †h‡Z cv‡it
1. we‡kl cyi¯‹vi (Special Offer): †h mKj ga¨¯’eëmvqx cÖ_g ev‡ii g‡Zv A_ev GK‡Î AwaK
cwigv‡Y c‡Yï AW©vi cÖ`vb Ki‡e Zv‡ì Rb¨ we‡kl AvKl©Yxq cyi¯‹vi cÖ`v‡bi eë¯’v MÖnY Kiv
nq|
2. eëmvwqK Qvo (Merchandising Allownces): ga¨¯’eëmvqxiv hv‡Z wbw`©ó Drcv`bKvixi cY¨
we‡klfv‡e cÖ`k©b K‡i Ges cY¨ weµ‡qi Rb¨ we‡kl cÖ‡Póv MÖnY K‡i, †mRb¨ Zv‡ì‡K we‡kl
eëmvwqK Qvo cÖ`vb Kiv nq| †hgb, ga¨¯’eëmvqx‡ì Rb¨ 5% Kwgkb e„w×|
3. mn‡hvwMZvg~jK weÁvcb (Cooperarive Advertising): cY¨ weµ‡q DrmvwnZ Kivi Rb¨
weÁvcb e¨‡qi wbw`©ó Ask Drcv`bKvix enb K‡i| Giƒc mn‡hvwMZv cÖ`v‡bi d‡j LyPiv eëmvqxiv
AwaK cY¨ weµ‡qi cª‡Póv MÖnY K‡i _v‡K|
L) AwaK cY¨ µq-weµq (Buying and Selling with Greater Quantity): ga¨¯’eëmvqxiv hv‡Z
AwaK cwigv‡Y cY¨ µq K‡i Ges †m¸‡jv weµ‡qi cÖ‡Póv MÖnY K‡i, †mRb¨ wb‡¤œv³ c×wZ¸‡jv MÖnY
Kiv n‡q _v‡K-
1. webvg~‡j¨ cY¨ cÖ`vb (Free Giving): ga¨¯’eëmvqxiv hv‡Z AwaK cwigv‡Y cY¨ µq K‡i †m Rb¨
AwZwi³ cY¨ µ‡qi Ici wKQz cY¨ Zv‡ì‡K webvg~‡j¨ cÖ`vb Kiv nq| Giƒc Kvh©µg Drcv`K‡ì
c‡Yï weµq e„w×i mnvqK nq|
2. cÖwZ‡hvwMZv (Competition):ga¨¯’eëmvqx‡ì g‡a¨ ev †Kv¤úvwbi wbR¯^ weµqKg©x‡ì g‡a¨
cY¨-weµq cÖwZ‡hvwMZvi Av‡qvRb weµq cÖmv‡i mnvqK f‚wgKv cvjb K‡i| cÖwZ‡hvwMZvq
weRqx‡ì we‡kl cyi¯‹vi cÖ`v‡bi eë¯’v Kiv n‡j cÖwZôv‡bi cY¨ weµ‡qi cÖwZ eëmvqx‡ì AwaK
AvMÖ‡ni m„wó K‡i|
M) ga¨¯’eëmvqx‡ì Kvh©µg myôzfv‡e cwiPvjbvq mn‡hvwMZv (Assisting Middlemen to Operate
Effectively): Drcv`bKvix KZ„K © cÖ`Ë my‡hvM-myweav fv‡jvfv‡e AewnZ bv _vKvq LyPiv eëmvqxiv
cY¨mvgMÖx myôyfv‡e weµq Ki‡Z cv‡i bv| G‡ÿ‡Î Drcv`KMY wb‡¤œv³ c×wZ Aej¤^b K‡i mydj †c‡Z
cv‡i:
1. cÖwkÿY Kvh©µg (Training Program): ga¨¯’eëmvqxiv hv‡Z weµq Kvh©µg myôzfv‡e cwiPvjbv
Ki‡Z cv‡i †mRb¨ Zv‡ì‡K cÖ‡qvRbxq cÖwkÿY cÖ`vb Kiv †h‡Z cv‡i| Giƒc cÖwkÿY
weµqKg©x‡ì Kg©`ÿZv e„w×i mv‡_ weµ‡qi cwigvYI e„w× K‡i| Avgv‡ì †`‡k Ilya
†Kv¤úvwbmg~n MÖv‡gi Wv³vi‡ì cÖwkÿ‡Yi Rb¨ we‡kl †cÖvMÖvg wb‡q weµq e„w×i †Póv Pvjvq|
2. cY¨ Z_¨ (Product Information): c‡Yï msev`, cY¨ m¤^‡Ü m¤úv`Kxq gšÍe¨, c‡Yï Qwe,
†cv÷vi BZ¨vw` LyPiv eëmvqx‡ì‡K mieiv‡ni eë¯’v Kiv †h‡Z cv‡i| Giƒc Kvh©µg LyPiv
eëmvqx‡ì weµq cÖmv‡i f‚wgKv ivL‡Z DrmvwnZ K‡i|
Dcmsnv‡i ejv hvq, †fv³v ev †µZv‡ì †Kv‡bv cY¨ µ‡q Drmvn`v‡bi Rb¨ weÁvcb I e¨w³K weµ‡qi evB‡i
êlwqK wewfbœ mn‡hvwMZv ev mvgwqK †Kv‡bv Kvh©µg MÖn‡Yi gva¨‡g weµq cÖmvi eënvi Kiv nq| G‡ÿ‡Î †Kvb&
c×wZ eënvi Kiv n‡e Zv we‡klfv‡e c‡Yï cÖK…wZ I cvwicvwk¦K © cwiw¯’wZi Ici wbf©i K‡i|

wkÿv_©xi KvR 5wU weµq cÖmv‡ii †KŠk‡ji bvg wjLyb, D`vniYmn|
mvims‡ÿc:
weµq cÖmvi n‡”Q e¨w³K weµq, weÁvcb I cÖPvi Qvov wecY‡bi †mmKj cÖmvig~jK Kvh©vejx hv AwbqwgZfv‡e
eënvi Kiv nq ¯^í‡gqv‡` cY¨ ev †mev †ewk weµ‡qi Rb¨| cÖwZôv‡bi D‡Ï‡k¨ I jÿ¨ Abyhvqx wecYb Kg©m~wP
ev¯Íevq‡bi Rb¨ weµq cÖmvi Kvh©µ‡gi ¸iæZ¡ Acwimxg| Pvwn`v m„wó, weµq e„w×, gybvdv e„w×, Pvwn`vi
w¯’wZkxjZv iÿv, cÖwZ‡hvwMZv, c‡Yï Dbœqb, fveg~wZ© cÖwZôv I c‡Yï msev` Dc¯’vcb Kivi Rb¨ weµq cÖmvi
¸iæZ¡c~Y© f~wgKv cvjb K‡i| D‡Ï‡kï mv‡_ m½wZ †i‡L weµq cÖmvi cš’v¸‡jv‡K `yÕfv‡e wef³ Kiv nq; h_v-
(K) †fv³v‡Kw›`ªK weµq cÖmvi; I (L) eëmvwqK weµq cÖmvi| †fv³v‡Kw›`ªKweµq cÖmvi wn‡m‡e bZzbfv‡e
cY¨ Dc¯’vcb Kivi Rb¨ †mŠRb¨ cY¨, bgybv, A_© †diZ, †gqvw` M¨vivw›U cÖ`vb Kvh©µg MÖnY Kiv nq| †fv³v
evRv‡i cÖwZ‡hvwMZv †gvKv‡ejv Kivi Rb¨ g~j¨n«vm Kzcb, g~j¨n«vm †gvowKKiY, weµ‡qvËi †mev, cÖ`k©bx Ges
†gjvi Av‡qvRb K‡iweµq cÖmvig~jK eë¯’v †bIqv nq| †fv³v‡ì g‡b AbyK~j g‡bvfve m„wói Rb¨ Dcnvi
cÖ`vb, ï‡f”Qv Ávc‡bi g‡Zv KvR Kiv nq| weµq cÖmvi Kvh©µ‡g AskMÖnY DrmvwnZ Kivi Rb¨ we‡kl cyi¯‹vi,
eëmvwqK Qvo, mn‡hvwMZvg~jK weÁvc‡bi Kvh©µg MÖnY Kiv nq| Avevi, AwaK cY¨ µq-weµ‡q Drmvn
cÖ`v‡bi Rb¨ webvg~‡j¨ cY¨ cÖ`vb I cÖwZ‡hvwMZvi Av‡qvRb Kiv nq| G QvovI,ga¨¯’eëmvqx‡ì Kvh©µg
myôzfv‡e cwiPvjbvq mn‡hvwMZv †Ìqvi Rb¨ cÖwkÿY Kvh©µg I cY¨ Z_¨ mieivn Kiv nq|

Ô‡iwW‡gU †Kvs wjwg‡UWÕ we`¨gvb cY¨ Z_v ÷x‡ji ˆZRmc‡Îi weµq e„w×i j‡ÿ¨ g~j¨ Qv‡oi †NvlYv †`q|
†µZv‡ì wbKU †_‡K ZvrÿwYK mvov cvIqvi d‡j †Kv¤úvwb Avw_©Kfv‡e cybiæw¾xweZ nq|
1| Ô‡iwW‡gU †Kvs wjwg‡UWÕ-G wecYb cÖmv‡ii A_©‰bwZK cÖfve †Kvb&wU?
K) c‡Yï g‡bvbœqb L) Drcv`b e¨q n«vm
M) eª¨vÛ AvbyMZ¨ m„wó N) weµq e„w×
2| †Kv¤úvwbi Avw_©K cybiæw¾xe‡bi d‡i †hme w`K jÿYxq n‡eÑ
i) gybvdv e„w× ii) Drcv`b e„w× iii) evRvi m¤úªmviY
3| weµq cÖmvi †Kvb& ai‡bi DÏxcbv m„wó K‡i?
K) `xN©‡gqvw` L) ga¨‡gqvw`
M) ¯^í‡gqvw` N) Awbw`©ó †gqvw`
4| weµq cÖmv‡i bZzb cY¨ Dc¯’vcb †KŠkj †Kvbw&U?
K) g~j¨ n«vm Kzcb L) A_© †diZ c×wZ
M) cÖ`k©bx N) †gjv
5| weµq cÖmv‡ii †Kvb& nvwZqv‡i cY¨ weµ‡qi we‡kl cÖ‡Póvi Rb¨ Kwgkb †Ìqv nq?
K) c„ô‡cvlK cyi¯‹vi L) µq‡K›`ª cÖmvi
M) mn‡hvwMZvg~jK weÁvcb N) eëmvwqK Qvo

cvV-8.3 weÁvcb: aviYv, cÖ‡qvRbxqZv I Kvh©vewj

Advertising: Concept, Importance and Functions
D‡Ïk¨
• weÁvcb m¤ú‡K© aviYv Ki‡Z cvi‡eb;
• weÁvcb-Gi cÖ‡qvRbxqZv eY©bv Ki‡Z cvi‡eb; Ges
• weÁvcb-Gi Kvh©vewj e¨vL¨v Ki‡Z cvi‡eb|
cÖZ¨ÿ †hvMv‡hvM, eª¨vÛ AMÖvwaKvi, AvšÍRv© wZK evwYR¨, iæwPi êwPÎvqb|

weÁvcb-Gi aviYv (Concept of Advertising)

mvaviYfv‡e ejv hvq, c‡Yï cÖwZ RbMY‡K AvK…ó Kivi D‡Ï‡k¨ †Kvb cÖwZôvb ev e¨w³we‡kl
ˆbe¨w³K Dcv‡q c‡Yï ¸Yv¸Y, Dc‡hvwMZv, Kvh©KvwiZv, eënvi-wewa ev Ab¨bv¨ êwkó¨ Rbmvavi‡Yi mvg‡b
wewfbœ gva¨‡gi mvnv‡h¨ Zz‡j ai‡j Zv weÁvcb bv‡g cwiwPZ nq| weÁvcb wecYb cÖmv‡ii †ÿ‡Î Ggb GKwU
†KŠkj hvi mvnv‡h¨ Drcvw`Z cY¨ m¤ú‡K© RbMY‡K AewnZ Kivi gva¨‡g Zv‡ì‡K D³ cY¨ µ‡q cÖ‡ivwPZ Kiv
nq|ˆbe©¨w³K weµwqZv ev weÁvc‡b evRv‡i †fv³v‡ì cY¨ msµvšÍ cQ›` cÖfvevwš^Z Kivi D‡Ï‡k¨ gyw`ªZ kãgvjv
ev cÖZx‡Ki mvnv‡h¨ AMwYZ MÖvn‡Ki wbKU weµq msev` †cuŠwQ‡q †`qv nq| weÁvcb Avm‡jB cY¨ I †mev weµ‡qi
Rb¨ m¤¢ve¨ †µZv‡ì D‡Ï‡k¨ gyw`ªZ ev Qvcv‡bv Av‡e`b|
wecyj msL¨K m¤¢ve¨ †µZvi mv‡_ †hvMv‡hvM ¯’vc‡bi Rb¨ weÁvcb †KŠkj MÖnY Kiv nq| GB c×wZ‡Z †µZvi
mv‡_ mivmwi †hvMv‡hvM bv K‡i we‡kl we‡kl gva¨‡g Zv‡ì wbKU evZ©v †cÖiY Kiv nq| †µZv‡ì cÖfvweZ Kivi
Rb¨ gyw`ªZ AvKv‡i, Qwe ev Mv‡b ev Ab¨ †Kvb Dcv‡q c‡ivÿfv‡e cY¨ I †mevi msev` A‡_©i wewbg‡q hLb
†cŠuQv‡bv nq, Z_b Zv weÁvcb bv‡g AwfwnZ nq| GB weÁvcb eëüZ n‡q Avm‡Q wLª÷c~e© wZb nvRvi mvj
†_‡K| †ivg I MÖxK eëmvqxivI c‡Yï KvUwZ evov‡bvi Rb¨ weÁvcb eënvi KiZ| eZ©gv‡b weÁvc‡bi êwPÎ¨
†hgb †e‡o‡Q, gva¨gI bvbv iKg n‡q‡Q|
wb‡¤œ weÁvc‡bi wKQz msÁv D‡jøL Kiv n‡jv:
Philip Kotler & Gary Armstrong Gi g‡Z,“Advertising is any paid form of non-personal
presentation and promotion of ideas, goods, or services by an identified sponsor.” A_©vr
weÁvcb n‡jv ‡Kvb wbw`©ó D‡`¨v³v KZ…K
© A‡_©i wewbg‡q ‡Kvb aviYv, cY¨ ev †mevi Ae¨w³K Dc¯’vcbv I
cÖmvi|
Etzel, Walker & Stanton weÁvc‡bi †h msÁv cÖ`vb K‡i‡Qb Zv n‡jv,“Advertising consists of all
activities involved in presenting to an audience a non personal, sponsor-identified, paid for
message about a product or organization.” A_©vr weÁvcb n‡jv Ggb KZ¸‡jv Kv‡Ri mgwó hvi
gva¨‡g ‰be©¨w³K I wbw`©ó D‡`¨v³vi gva¨‡g A‡_©i wewbg‡q †Kvb `k©KgÛjxi (†kÖvZv/cvVK) wbKU cY¨ ev
cÖwZôvb m¤ú‡K© Z_¨ Dc¯’vcb Kiv nq|
Dc‡ii Av‡jvPbvi wfwË‡Z weÁvcb m¤ú‡K© wb‡¤œi aviYv¸‡jv cvIqv hvq-

 weÁvcb GKUv A_©cÖ`Ë cÖmvi gva¨g hv m¤úªPv‡ii Rb¨ weÁvcb`vZv‡K A_© cÖ`vb Ki‡Z nq;
 GUv cY¨ I †mevi ˆbe©¨w³K Dc¯’vcbv| †Kvb e¨w³ GLv‡b Dcw¯’Z †_‡K cY¨ ev †mevi msev` †µZv‡K
Rvbvq bv;
 weÁvc‡bi D‡`¨v³v _v‡K| A_©vr †KD bv †KD weÁvcb cÖ`vb K‡ib;
 GKgyLx †hvMv‡hvM gva¨‡g c‡Yï msev` †µZv‡ì Rvbv‡bv nq;
 cY¨, †mev I cÖwZôvb m¤ú‡K© Z_¨ cvIqv hvq weÁvc‡bi gva¨‡g;
 weÁvcb Pvwn`v m„wói cÖavb c×wZ|
‡mvRv fvlvq ejv hvq †h, weÁvcb n‡jv h_vm¤¢e b~¨bZg e¨‡q I ¯^íZg mg‡q ARvbv msL¨K †jvK‡K †Kvb wRwbm
(cY¨ ev †mev) m¤ú‡K© Rvbv‡bv| Gi mvnv‡h¨ RbMY‡K cY¨ I †mev m¤ú‡K© AewnZ Kiv nq, Zv‡ì g‡a¨ µ‡qi
B”Qv RvwM‡q †Zvjv nq Ges c‡ivÿfv‡e Zv‡ì mvg‡b cÖwZôv‡bi fveg~wZ© Zz‡j aiv nq|
weÁvcb-Gi cÖ‡qvRbxqZv (Importance of Advertising)

evRvi m¤úªmviY Avi AvaywbK I e„n`vqZb Drcv`b eë¯’vi hy‡M weÁvc‡bi e¨vcK eënv‡ii Zvrch©‡K mn‡RB
Zz‡j a‡i| weÁvcb mvaviYZ eëmvwqK cÖ‡qvR‡b eëüZ n‡jI ‡h‡Kvb †`‡ki A_©‰bwZK I mvgvwRK Dbœq‡b Gi
¸iæZ¡ i‡q‡Q| wb‡¤œ wecY‡b weÁvc‡bi cÖ‡qvRbxqZv Zz‡j aiv n‡jv-
K. A_©‰bwZK ¸iæZ¡ (Economic Importance): wek¦vq‡bi G hy‡M Drcv`K I †fv³v‡ì g‡a¨ cY¨
m¤ú‡K© Z_¨ cÖ`vb K‡i weµ‡qi cwigvY evov‡bvi Rb¨ weÁvc‡bi ¸iæZ¡ e„w× cv‡”Q| wb‡¤œ weÁvc‡bi
A_©‰bwZK ¸iæZ¡ Av‡jvPbv Kiv n‡jv-
1. mvgwMÖKfv‡e c‡Yï Pvwn`v m„wó (Creating Overall Product Demand): cY¨ ev †mevi e¨vcK
Pvwn`v m„wói gva¨‡g weÁvcb e¨vcK weµq I gybvdv AR©‡b mnvqZv K‡i| weÁvc‡bi Dci c‡Yï
Pvwn`v A‡bKvs‡k wbf©i K‡i| †Kv‡bv cY¨ KZUv mdjfv‡e evRvi m„wó Ki‡Z cvi‡e Zv g~jZ myô& zfv‡e
weÁvcb Kvh©µg ev¯Íevq‡bi Dci wbf©i K‡i|
2. Pvwn`v I †hvMv‡b mgZv m„wó (Equalizing between Demand and Supply): weÁvc‡bi Øviv
bZzb c‡Yï Pvwn`v m„wó nq Ges Zv c~i‡Y bZzb wkí ¯’vcb ev cY¨ Avg`vwb Kiv nq| d‡j Gi
gva¨‡g GKw`‡K †hgb c‡Yï Pvwn`v m„wó nq, Ab¨w`‡K Zv c~i‡Y bZzb bZzb wkí-KviLvbv M‡o D‡V|
G‡Z c‡Yï Pvwn`v I †hvMv‡bi g‡a¨ mgZv Av‡m|
3. Drcv`b e¨q n«vm (Reducing Production Cost): weÁvcb c‡Yï e¨vcK Pvwn`v m„wó K‡i I
weµq e„w× K‡i| d‡j wkí-KviLvbv¸‡jv m‡e©v”P cwigvY cY¨ Drcv`b Ki‡Z mÿg nq| Avi wkí
Drcv`v‡bi m‡e©v”P eënvi m¤¢e n‡j c‡Yï GKK cÖwZ Drcv`b LiP n«vm cvq|
4. bZzb cY¨ cÖeZ©b (Introducing New Product): bZzb bZzb cY¨ cÖeZ©b I Pvwn`v m„wó‡Z weÁvcb
¸iæZ¡c~Y© f~wgKv cvjb K‡i| Gi gva¨‡g bZzb c‡Yï ¸Yv¸Y, gvb, DrKl©Zv, Dc‡hvwMZv BZ¨vw`
m¤ú‡K© †fv³v‡ì Rvbv‡bv mnR nq|
5. cÖZ¨ÿ †hvMv‡hvM (Direct Communication): weÁvc‡bi gva¨‡g †µZv-we‡µZvi gv‡S mivmwi
†hvMv‡hvM m¤¢e nq hvi gva¨‡g †µZv- we‡µZv Rvb‡Z cv‡i †Kv_vq, wK `v‡g, wK gv‡bi cY¨ cvIqv
hvq| d‡j †fv³v I eëmvqxiv mn‡RB cY¨ msMÖ‡ni wm×všÍ wb‡Z cv‡i|
6. eª¨vÛ AMÖvwaKvi I AvbyMZ¨ e„w× (Increasing Brand Preferences and Loyalty): weÁvc‡bi
gva¨‡g cY¨ m¤ú‡K© cÖwZwbqZ m¤¢ve¨ †µZv‡ì‡K AeMZ Kiv nq| c‡Yï we‡kl ¸Yvewj Zz‡j aivi
d‡j †µZvi eª¨vÛ AMÖvwaKvi I AvbyMZ¨ e„w× cvq|

7. AvšÍR©vwZK evwYR¨ m¤úªmviY (Expansion of International Trade): weÁvc‡bi d‡j †`kxq

evRv‡i Ab¨ †`‡ki c‡Yï cÖwZ‡hvwMZv m„wó nq| cÖwZ‡hvwMZvq wU‡K _vKvi Rb¨ Drcv`KMY c‡Yï
¸YMZgvb e„w× Kivi †Póv Pvjvq|
8. †fv³v I Drcv`bKvixi g‡a¨ m¤ú©K m„wó (Creating Relationship between Consumers and
Producers): weÁvcb Drcv`K‡K †fv³vi wbKU cwiwPZ K‡i †Zv‡j| Gi gva¨‡g †µZv ev †fv³viv
cY¨ m¤ú‡K© we¯ÍvwiZ Rvb‡Z cv‡i| G‡Z Drcv`K I †fv³vi gv‡S `~iZ¡ n«vm cvq|
9. c‡Yï Z_¨ cÖvwß (Getting Product Information): weÁvc‡bi gva¨‡g †fv³viv cY¨ I †mevi
Z_¨ Rvb‡Z cv‡i| c‡Yï Z_¨ Rvbv _vK‡j †µZvivI DcK…Z nq Ges cÖwZôv‡bi weµqI e„w× cvq|
10. weµq Kg©x‡ì mnvqZv `vb (Helping Salesmen): weÁvc‡bi djkÖæwZ‡Z cY¨ m¤ú‡K© m¤¢ve¨
†µZviv c~e© †_‡K AewnZ _vKvq weµq Kg©x‡ì A‡nZzK cÖ‡kœi m¤§yLxb n‡Z nq bv| d‡j weµqKg©x
¯^í mg‡q AwaK msL¨K MÖvnK‡ì †mev`v‡b mg_© nq|
L. mvgvwRK ¸iæZ¡ (Social Importance): mvgvwRK eë¯’vi Dbœq‡bI weÁvc‡bi ¸iæZ¡ A‡bK| wb‡¤œ
weÁvc‡bi mvgvwRK ¸iæZ¡ Av‡jvPbv Kiv n‡jv-
1. RxebhvÎvi gvb e„w× (Enhancing Standard of Living): weÁvc‡bi gva¨‡g †µZv‡ì‡K wewfbœ
ai‡bi cY¨ ev †mev MÖn‡Yi Rb¨ cÖ‡ivwPZ Kiv nq| †µZvivI weÁvc‡bi gva¨‡g AvK…ó n‡q wewfbœ
cY¨ µq ev †mev MÖnY Ki‡Z AvMÖnx nq| G‡Z Zv‡ì RxebhvÎvi gvb DbœZ nq|
2. iæwPi êwPÎvqb (Diversification in Taste): my›ì I myiæwPc~Y© bvbvwea `ªe¨ weÁvc‡bi mvnv‡h¨B
mgv‡R cÖPwjZ nq| ev¯Íe Rxe‡b DbœZZi AvaywbK `ªe¨ eënv‡ii d‡j gvby‡li iæwPi êwPÎ¨ mvwaZ
nq|
3. µ‡qi myweav (Facility to purchase): weÁvcb Øviv †µZv c‡Yï ¸YMZgvb, IRb, AvqZb, g~j¨,
cÖvwß¯’vb Ges Drcv`K m¤ú‡K© Av‡M †_‡KB Rvb‡Z cv‡i e‡j mn‡R µq wm×všÍ MÖnY Ki‡Z cv‡i,
hv wecYb KvR‡K mnR K‡i †Zv‡j|
4. ga¨¯’eëmvqx‡ì cÖfve n«vm (Reducing Influence of Middlemen): weÁvc‡b cY¨ ev †mevi
wewfbœ êwkó¨, myweav I cÖvwß ¯’vb m¤ú‡K© wewfbœ Z_¨ †µZvi Kv‡Q Zz‡j aiv nq| d‡j cY¨ weµ‡qi
†ÿ‡Î ga¨¯’eëmvqx‡ì cÖfve A‡bKvs‡k n«vm cvq|
5. wk‡ívbœqb (Industrial Development): c‡Yï bZzb bZzb evRvi, Pvwn`v ev †µZv m„wó, cÖPwjZ
c‡Yï Pvwn`v e„w× Ges Gi w¯’wZkxjZv eRvq ivLvq weÁvcb g~L¨ f‚wgKv cvjb K‡i| d‡j cÖwZwôZ
wk‡íi Drcv`b Ae¨vnZ _v‡K Ges bZzb Pvwn`v wgUv‡bvi Rb¨ wk‡íi m¤úªmviY N‡U|
6. Kg©ms¯’v‡bi my‡hvM m„wó (Creation of Employment Opportunities): weÁvcb `yBfv‡e
Kg©ms¯’v‡bi my‡hvM m„wó K‡i| cÖ_gZ: weÁvcb ˆZwi I cÖPv‡ii Rb¨ cÖPyi Rbej wb‡qv‡Mi cÖ‡qvRb
nq| wØZxqZ weÁvc‡bi d‡j cÖZ¨ÿ ev c‡ivÿfv‡e †`‡k wkívqb N‡U, d‡j G‡ÿ‡ÎI e¨cK
Kg©ms¯’v‡bi my‡hvM m„wó nq|
7. mvgvwRK Kj¨vY (Social Welfare): mgv‡Ri Kj¨v‡Yi j‡ÿ wewfbœ ai‡Yi weÁvcb cÖPvi Kiv nq|
†hgb-ÔMvQ jvMvb, cwi‡ek evPvubÕ, Ôa~gcvb g„Zy¨ NUvqÕ BZ¨vw`| GmKj welq cÎ-cwÎKv, †iwWI,
†Uwjwfkb, B›Uvi‡bU BZ¨vwì gva¨‡g cÖPvi Kivi d‡j mgv‡Ri gvby‡li gv‡S m‡PZbZv e„w× cv‡”Q|
cwi‡k‡l ejv hvq, cÖvwZôvwbK D‡Ïk¨ AR©‡b cY¨ ev †mev m¤ú‡K© m¤¢ve¨ †µZvmvaviY‡K Z_¨ cwi‡ekb I Drmvn
m„wói Kv‡R weÁvcb eëüZ n‡jI A_©‰bwZK I mvgvwRK w`K ‡_‡K Gi h‡_ó ¸iæZ¡ i‡q‡Q|

weÁvcb-Gi Kvh©vewj (Functions of Advertising)

weÁvcb GKwU cÖwµqvwfwËK KvR| wbw`©ó jÿ¨ AR©‡bi Rb¨ weÁvc‡bi KvR wbiwew”Qbœfv‡e Pj‡Z _v‡K|
weÁvcb`vZv Ges weÁvc‡bi D‡Ï‡kï Dci weÁvc‡bi Kvh©vejx wbf©i K‡i| wb‡¤œ Gi Kvh©vejx m¤ú‡K© Av‡jvPbv
Kiv nj-
1. cÖwZ‡hvMx‡ì †_‡K cY¨‡K c„_Kfv‡e Zz‡j aiv (To Differentiate Products from
Competitors): cÖwZ‡hvMx c‡Yï †P‡q cY¨wU cv_©K¨m~PK G ai‡Yi e³e¨ Zz‡j aiv weÁvc‡bi Ab¨Zg
KvR| cÖwZ‡hvMx cY¨ A‡cÿv gvb DbœZ Ges ‰ewkóÏ wfbœiƒc – Giƒc e³‡eï gva¨‡g cv_©K¨m~PK êwkó¨
Zz‡j aiv nq| weÁvcb AvKl©Yxq I Av‡e`bgqx n‡j cY¨wU‡K cv_©K¨m~PK Kiv mnR nq|
2. cY¨ I eª¨v‡Ûi Z_¨ Dc¯’vcb (Provides Product and Brand Information): cY¨ I eª¨vÛ msµvšÍ
wewfbœ Z_¨ weÁvc‡Yi gva¨‡g RbM‡Yi wbKU Dc¯’vcb Kiv nq| cY¨ I eª¨vÛ eënv‡ii c×wZ I
Dc‡hvwMZv hvPvB, eënv‡ii myweav, c‡Yï cÖvwß¯’vb, g~j¨, wWRvBb ev †gvoK cwieZ©b A_ev bZyb cY¨
ev eª¨vÛ cÖeZ©b BZ¨vw` Z_¨ weÁvc‡Yi gva¨‡g Dc¯’vcb Kiv nq|
3. cY¨ eënv‡i cÖ‡ivwPZ Kiv (Influencing on Product Usage): weµq e„w× weÁvc‡Yi Ab¨Zg D‡Ïk¨
GRb¨ †PvL Ryov‡bv bKmv, AvKl©Yxq is Ges gb gvZv‡bv fvlv eënvi K‡i m¤¢ve¨ †µZv‡ì‡K cY¨ µ‡q
cÖ‡ivwPZ Kiv nq| ZvQvov cY¨ m¤ú‡K© cybt cbt ¯§ib Kiv‡bvi cª‡qvRb, hv weÁvc‡Yi Ab¨Zg KvR
wn‡m‡e we‡ewPZ nq|
4. c‡Yï e›Ub m¤úªmviY (Increasing Product Distribution): weÁvcY cÖPv‡ii d‡j c‡Yï Pvwn`v
m„wó nq| e¨vcK RbM‡Yi Kv‡Q cY¨ †cŠQv‡bvi Rb¨ wewfbœ ai‡bi ga¨¯’eëmvqxi mnvqZv wb‡Z nq A_ev
wbR¯^ e›Ub eë¯’vi m¤úªmviY Ki‡Z nq|
5. eª¨vÛ AMÖvwaKvi I AvbyMZ¨ e„w× (Increasing Brand Preferences and Loyalty): evRv‡i
cÖwZ‡hvMxi msL¨v A‡bK n‡j wbw`©ó eªv‡Ûi cªwZ AMÖvwaKvi m„wó I µZvi AvbyMZ¨ e„w×i †Póv Ki‡Z nq|
G‡ÿ‡Î weÁvcY AZ¨šÍ Kvh©Kix f~wgKv cvjb K‡i| weÁvc‡Yi gva¨‡g cY¨ m¤ú©‡K cÖwZwbqZ m¤¢ve¨
†µZv‡ì‡K AeMZ KivI c‡Yï we‡kl Mybvewj Zz‡j aivi d‡j †µZvi eªvÛ AMÖvwaKvi I AvbyMZ¨ e„w×
cvq|
6. mvgwMÖKfv‡e weµq-e¨q n«vm (Reducing Overall Sales Costs): gv‡K©wUs cÖ‡gvk‡bi Ab¨vb¨ cš’vi
Zzjbvq Kg Li‡Pi e¨vcK RbM‡Yi wbKU c‡Yï msev` weÁvc‡Yi gva¨‡g Zz‡j aiv m¤¢e nq| G‡ÿ‡Î
Ab¨vb¨ gva¨‡gi e¨q Zzjbvg~jKfv‡e wKQzUv †ewk| ZvQvov weÁvc‡Yi Kvh©KvwiZv A‡bK †ewk nËqvq
weµq e„w× cvq| d‡j mvgwMÖKfv‡e weµq-e¨q n«vm cvq|
7. AvšÍR©vwZKZ evRvi m¤úªmviY (Expanding International Market): we‡`‡ki evRv‡i cY¨ wecY‡b
weÁvcY AZ¨šÍ Kvh©Kix Dcv`vb| †hgb-AvRKvj m¨v‡UjvB‡Ui gva¨‡g c„w_exi †h‡Kv‡bv ¯’vb †_‡KB
c‡Yï msev` cvIqv hvq| d‡j AvšÍRv© wZK ch©v‡q cY¨ wecY‡b weÁvcY we‡kl f~wgKv cvjb K‡i|
8. cÖvwZôvwbK ky‡f”Qv Ávcb (Greeting from Organization): RvZxq ev AvšÍRv© wZK wewfbœ Drme
A_ev †Kv¤úvwbi wewkó †Kvb e¨w³i AvMgY Dcj‡ÿ ï‡f”Qv Ávcbg~jK weÁvcY cÖ`vb Kiv nq| †hgb-
evsjv‡`‡ki ¯^vaxbZv wèm Dcj‡ÿ †Kv¤úvwbi c‡ÿ RbMY‡K ï‡f”Qv Ávcb Dcj‡ÿ msev` cÖPvi|
9. cÖZ¨vwkZ cY¨ cÖvwß‡Z f~wgKv (Role of Getting Desired Products): Drcv`K ev wecYbKvixiv wbR
wbR c‡Yï msev` †µZv‡ì wbKU Zz‡j aivi Rb¨ weÁvcb cÖ`vb K‡i _v‡K| weÁvcY¸‡jv‡Z cY¨
msµvšÍ cÖ‡qvRbxq Z_¨ Dc¯’vcb Kiv nq| d‡j †µZviv wewfbœ c‡Yï ga¨ n‡Z cÖ‡qvRbxq cY¨ cQ›`
Ki‡Z cv‡i|

wkÿv_©xi KvR weÁvc‡bi 5 wU ¸iæZ¡ D‡jøL Kiæb|
mvims‡ÿc:
weÁvcb ÔwecYb cÖmv‡iiÕ Ggb GKwU †KŠkj hvi mvnv‡h¨ Drcvw`Z cY¨ m¤ú‡K© RbMY‡K AewnZ Kivi gva¨‡g
Zv‡ì‡K D³ cY¨ µ‡q cÖ‡ivwPZ Kiv nq| GUv cY¨ I †mevi ˆbe©¨w³K Dc¯’vcbv| weÁvc‡bi cÖ‡qvRbxqZv
`yBwU fv‡M wef³| cÖ_gZ, A_©‰bwZK ¸iæZ¡ wn‡m‡e i‡q‡Q mvgwMÖKfv‡e c‡Yï Pvwn`v m„wó, Pvwn`v I †hvMv‡b
mgZv m„wó, Drcv`b e¨q n«vm, bZzb cY¨ D™¢veb, cÖZ¨ÿ †hvMv‡hvM, eª¨vÛ AMÖvwaKvi I AvbyMZ¨ e„w×, AvšÍRv© wZK
evwYR¨ m¤úªmviY, †fv³v I Drcv`bKvixi g‡a¨ m¤ú©K m„wó, c‡Yï Z_¨ cÖvwß, weµq Kg©x‡ì mnvqZv `vb|
wØZxqZ, mvgvwRK ¸iæZ¡ wn‡m‡e ejv nq RxebhvÎvi gvb e„w×, iæwPi êwPÎvqb, µ‡qi myweav, ga¨¯’eëmvqx‡ì
cÖfve n«vm, wk‡ívbœqb, Kg©ms¯’v‡bi my‡hvM m„wó I mvgvwRK Kj¨vY| weÁvcb wewfbœ Kv‡Ri mv‡_ mswkøó hvi
g‡a¨ i‡q‡Q cÖwZ‡hvMx‡ì †_‡K cY¨‡K c„_Kfv‡e Zz‡j aiv, cY¨ I eª¨v‡Ûi Z_¨ Dc¯’vcb, cY¨ eënv‡ii Rb¨
MÖvnK‡ì‡K cÖ‡ivwPZ Kiv, c‡Yï e›Ub m¤úªmviY,eª¨vÛ AMÖvwaKvi I AvbyMZ¨ e„w×, mvgwMÖKfv‡e weµq e¨q
n«vm, AvšÍR©vwZK evRvi m¤úªmviY, cÖvwZôvwbK ky‡f”Qv Ávcb IcÖZ¨vwkZ cY¨ cÖvwß‡Z f~wgKv|

1| weÁvc‡bi êwkó¨ †KvbwU?
K) A_© cÖ`Ë L) e¨w³K Dc¯’vcbv
M) ¯úÝikxc N) wcÖwgqvg
2| weÁvc‡bi Gi cÖ‡qvRbxqZv wb‡Pi †Kvb&wU?
K) cY¨ Drcv`‡b L) cY¨ mwVKfv‡e e›U‡bi
M) eª¨vÛ AMÖvwaKvi I AvbyMZ¨ e„w× N) cY¨ g~j¨ wbav©i‡Y
3| cY¨ m¤ú‡K© Z_¨ cvIqv hvq wKfv‡e?
K) weÁvcb L) ga¨¯’ eëmvqx
M) g~j¨ wbav©iY N) Drcv`‡Ki
4| cY¨ eënv‡i cÖ‡ivwPZ Kivi Rb¨ wecYbKvix wb‡Pi †Kvb& c×wZ Aej¤^b K‡i?
K) cY¨ e›Ub L) weÁvcb
M) ‡fv³v wefw³KiY N) evRvi M‡elYv

cvV-8.4 weÁvcb gva¨g: aviYv, cÖKvi‡f` I wbev©P‡b we‡eP¨ welqmg~n

Advertising Media: Concept, Classification and
Considerable Factors for Selection
D‡Ïk¨

• weÁvcb gva¨g m¤ú‡K© aviYv Ki‡Z cvi‡eb;
• weÁvcb gva¨g-Gi cÖKvi‡f` e¨vL¨v Ki‡Z cvi‡eb; Ges
• weÁvcb gva¨g wbe©vP‡b we‡eP¨ welqmg~n eY©bv Ki‡Z cvi‡eb|
mvgwqKx, cÖPvicÎ, cÖvPxicÎ, weÁvcbx djK, wWwRUvj weÁvcb, bgybv,

g~L¨ kã (Keywords) evRv‡ii m¤¢ve¨Zv, weµ‡qi Av‡e`b|
weÁvcb gva¨g-Gi aviYv (Concepts of Advertising Media)

cY¨-msev` h_vh_fv‡e m¤¢ve¨ MÖvnK‡ì wbKU †cuŠwQ‡q w`‡q Zv‡ì‡K c‡Yï cÖwZ cÖjy× Kivi Rb¨ weÁvcb`vZviv
wewfbœ gva¨g ev wgwWqvi mvnvh¨ MÖnY K‡i| GKRb Drcv`K ev eëmvqxi c‡ÿ wekvj Rb‡Mvôxi N‡i N‡i wM‡q
c‡Yï cÖPvi Kiv m¤¢e bq| ZvB Zviv weÁvcb gva¨g eënvi Ki‡Z eva¨ nq| weÁvcb gva¨g¸‡jv A‡_©i wewbg‡q
weÁvcb`vZvi weÁvcb cÖPv‡ii eë¯’v K‡i| weÁvcb`vZv‡K wbR Li‡P weÁvc‡bi cÖwZwjwc (†Uwjwfkb-Pjw”P‡Îi
†ÿ‡Î †÷vwi‡evW©) ˆZwi K‡i gva¨g-KZ…c © ‡ÿi wbKU n¯ÍvšÍi Ki‡Z nq| KZ©„cÿ ZLb weÁvcb`vZvi mv‡_ Ave×
Pzw³ †gvZv‡eK h_vmg‡q h_v¯’v‡b weÁvcb cwi‡ekb/Dc¯’vcb K‡i|
weÁvc‡bi gva¨g wewfbœ cÖKvi n‡Z cv‡i|weÁvcb`vZv †Kvb cÖKv‡ii gva¨g eënvi Ki‡eb Zv ev‡RU I m¤¢ve¨
MÖvn‡Ki cÖK…wZi Dci wfwË K‡i wbav©iY Ki‡eb| Z‡e weÁvcb`vZv‡K GKwU welq me mgq ¯§iY ivL‡Z nq †h,
mwVK gva¨‡g mwVK Dcv‡q mwVK e¨w³e‡M©i wbKU mwVK weÁvcb Dc¯’vcb Ki‡Z bv cvi‡j weÁvcb cÖPv‡ii Avmj
D‡Ïk¨ AR©b Ki‡Z e¨_© n‡e| eZ©gvb ev m¤¢ve¨ MÖvn‡Ki wbKU cY¨ I †mevi weµq msµvšÍ msev` †cuŠwQ‡q †`qvi
Rb¨ M„nxZ cš’v ev †KŠkj‡KweÁvcb gva¨g bv‡g AwfwnZ Kiv nq| D`vniY¯îƒc, msev`cÎ ev Le‡ii KvMR,
mvgwqKx, cÖPvicÎ, †iwWI Ges †Uwjwfkb weÁvc‡bi D‡jøL‡hvM¨ gva¨g|
wb‡¤œ weÁvcb gva¨‡gi wKQz msÁv D‡jøL Kiv n‡jv:
Dirksen, Kroeger and Nicosia weÁvcb gva¨‡gi †h msÁv cÖ`vb K‡i‡Qb Zv n‡jv, “An advertising
media is the means or conveyance by which the sales message is carried to prospective
customers.” A_©vr weÁvcb n‡”Q Ggb GKwU Dcvq ev cš’v hvi gva¨‡g weµq msev` m¤¢ve¨ †µZv‡ì
Kv‡Q †cŠQv‡bv nq|
Wright, Winter and Zeigler Gi g‡Z, “To an advertiser, the media are vehicles that carry
messages to large group of prospects and thereby help in closing the gap between producer
and consumer.” A_©vr weÁvcb`vZvi Kv‡Q weÁvcb gva¨g n‡jv GgbwKQz evnb hvi gva¨‡g evZ©v m¤¢ve¨
wekvj Rb‡Mvôx‡K †Ìqv nq Ges hvi gva¨‡g Drcv`K I †fv³vi gv‡Si `~iZ¡ `~i Kiv nq|
weÁvcb gva¨‡gi êwkó¨ wb¤œiƒc-
 GwU weÁvc‡bi welqe¯Íy cwi‡ekb K‡i;

 weÁvcb hv‡Z cÖZ¨vwkZ e¨w³‡ì wbKU MÖnY‡hvM¨ Dcv‡q Dc¯’vcb Kiv hvq †mRb¨ wbR¯^ c×wZ eënvi
K‡i; Ges
 A‡_©i wewbg‡q weÁvcb cwi‡ekb Kivi mvwe©K `vwqZ¡ MÖnY K‡i, wKšÍy weÁvc‡bi djvd‡ji Rb¨ `vqx
_v‡K bv|
cwi‡k‡l ejv hvq, c‡Yï Drcv`K I †fv³vi g‡a¨ weivRgvb `~iZ¡ `~ixf~Z Kivi cÖqv‡m weÁvcb-gva¨‡gi mvnv‡h¨
weÁvcb`vZv cY¨-msev` †fv³v‡ì Rvwb‡q _v‡K|
weÁvcb gva¨g-Gi cÖKvi‡f` (Classification of Advertising Media)
weÁvcb gva¨g ej‡Z Ggb †Kv‡bv Dcvq ev Aej¤^b‡K eySvq hvi gva¨‡g weÁvc‡bi welqe¯‘‡K Rbmgy‡ÿ Zz‡j
aiv nq| cÖZ¨vwkZ †µZvmvavi‡Yi wbKU weµq msµvšÍ msev` †cuŠQv‡bvi cÖwµqv‡KB weÁvcb gva¨g ejv nq|
wb‡¤œ weÁvc‡b eûj eëüZ gva¨gmg~n Av‡jvPbv Kiv n‡jv-
1. msev`cÎ (News Paper): mKj ai‡bi cY¨ I †mev cÖPv‡i msev`cÎ GKwU ¯^í e¨qmv‡cÿ A_P `ªæZ
`~i-`~iv‡šÍi RbM‡Yi wbKU evZ©v †cŠu‡Q †`qvi †ÿ‡Î mÿg GKwU mnR gva¨g| Giƒc gva¨‡gi myweav
n‡jvKg Li‡P, mn‡RB Gi welqe¯‘ cwieZ©b Kiv hvq Ges cÖ‡qvRbvbyhvqx GKevi ev GKvwaKevi cÖPvi
Kiv hvq| Z‡e Gi Amyweav n‡jv, ïaygvÎ wkwÿZ gvbyl Ges hv‡ì Kv‡Q cwÎKv †cuŠ‡Q ZvivB GB ai‡bi
evZ©v m¤ú‡K© Rvb‡Z cv‡i| G Qvov GB gva¨‡gi Av‡e`b AZ¨šÍ ÿY¯’vqx|
2. mvgwqKx (Periodicals): mvßvwnK, gvwmK, cvwÿK, evrmwiK mvgwqKx‡Z DbœZgv‡bi KvM‡R gy`Yª I
is‡ei‡Oi wP‡Îi gva¨‡g weÁvcb‡KAvKl©Yxq K‡i †Zvjv hvq| Gi ¯’vwqZ¡ msev`cÎ A‡cÿv †ewk| GB
ai‡Yi mvgwqKx †ewk mgq a‡i cvVK cvV K‡i|we‡kl ai‡bi cY¨ we‡kl wkwÿZ Rb‡Mvôxi mvg‡b Zz‡j
aivi †ÿ‡Î GwUI msev`c‡Îi b¨vq GKwU ¯^í e¨qmv‡cÿ gva¨g|
3. cÖPvicÎ (Leaflet): cY¨mvgMÖxiêwkó¨, ¸Yv¸Y, Dc‡hvwMZv, weµq cÖmvi BZ¨vw` m¤^wjZ cÖPvicÎ
Qvwc‡q Rbeûj ¯’v‡b †jvK gvidZ wewj Kiv ev WvK‡hv‡M gvby‡li wbKU †cÖiY G ai‡bi weÁvc‡bi
êwkó¨| Gi myweav n‡jv, Giƒc gyw`ªZ cÖPvicÎ c‡o RbmvaviY mn‡RB cY¨ m¤^‡Ü Ávb jvf Ki‡Z
cv‡i| Z‡e Gi Amyweav n‡jv A‡b‡KB GB cÖPvicÎ bv c‡o †d‡j †`q Ges wewj KivI A‡bK KóKi|
Avevi weÁvwcZ c‡Yï ¸Yv¸Y m¤ú‡K© cÖvq †jvKB m‡›`n †cvlY K‡i|
4. cÖvPxicÎ (Poster): eo eo ni‡d †cv÷vi wj‡L ev Qvwc‡q †jvK PjvP‡ji ¯’v‡b, evm÷¨v‡Û iv¯Ívi
†gv‡o Sywj‡q †Ìqv nq| d‡j mn‡RB weÁvcb evZ©v RbM‡Yi bR‡i Av‡m|
5. weÁvcbx djK (Hoarding): iv¯Ívi †gv‡o, ¸iæZ¡c~Y© ¯’v‡b KvV ev nvW©‡ev‡W©i weÁvcbx djK ˆZwi K‡i
Zvi Ici cY¨ ev cÖwZôv‡bi weÁvcb †`qvUv cÖvPxbKvj n‡ZB GKUv RbwcÖq weÁvcbx gva¨g| GwU
A‡bKUv ¯’vqx cÖK…wZi, †h Kvi‡Y A‡bKw`b Zv weÁvcb myweav cÖ`vb K‡i| eo eo wewìs‡qi Mv‡q ev Qv‡`
I †÷wWqvg¸‡jv‡Z Giƒc djK ˆZwi K‡i weÁvcb †`qv nq|
6. †iwWI (Radio): weÁvc‡bi Rb¨ eZ©gv‡b DbœZ I AbybZ œ cÖvq mKj †`‡kB †iwWI GKwU RbwcÖq gva¨g
hv eënvi K‡i cY¨ m¤^‡Ü mswÿß evZ©v AZ¨šÍ PgrKvifv‡e Zz‡j aiv nq| Gi gva¨‡g kni I MÖv‡gi
mKj AÂ‡ji wkwÿZ-AwkwÿZ wecyj Rb‡Mvôxi wbKU cY¨ evZ©v †cŠu‡Q †`qv hvq|
7. †Uwjwfkb (Television): mgMÖ wek¦R‡y o `ªæZ cY¨ I †mev cÖPv‡i †Uwjwfkb GKwU AZ¨šÍ mycwiwPZ I
Kvh©Kix gva¨g| Gi gva¨‡g e¨vcK Rb‡Mvôxi mvg‡b cY¨ ev †mevi Av‡e`b mn‡R I PgrKvifv‡e Zz‡j
aiv hvq| G gva¨‡gi eo Amyweav n‡jv GwU AZ¨šÍ e¨qeûj|
8. mivmwi WvK gvidZ weÁvcb (Direct Mail Advertising): wPwVcÎ, KvW©, cwÄKv, cyw¯ÍKv, g~j¨
ZvwjKv, cÖPvi cÎ BZ¨vw` GB ai‡bi weÁvc‡bi AšÍf³ ~© | we‡kl we‡kl e¨w³ mvaviYZ mwcs c‡Yï
Drcv`K I wWjvi‡ìwbKU c‡Yï weµq msev` †cÖi‡Yi Rb¨ G c×wZi eënvi Kiv nq| mvaviYfv‡e

Rbmvavi‡Yi wbKU Z_¨ †cÖi‡Yi Rb¨ I m¤¢ve¨ MÖvnK‡ì wVKvbv Rvbv bv _vK‡j G c×wZ Kvh©Ki nqbv|
ZvQvov, G‡Z gy`Yª LiP I WvK LiP wgwj‡q weÁvcb e¨q A‡bK †e‡o hvq|
9. Db¥y³ ¯’v‡b weÁvcb (Outdoor Advertising): kn‡ii wewfbœ ¸iæZ¡c~Y© ¯’v‡b †hLv‡b me©`v eû †jv‡Ki
mgv‡ek nq A_ev cÖvZ¨vwnK Kv‡R hvZvq‡Zi c‡_ †Lvjv RvqMvq ê`y¨wZK mvBb, †cv÷vi ev iwÄZ
mvBb‡ev‡W© cY¨mvgMÖxi weÁvcb †`qv nq| †jvKRb c_ Pjvi mgq †m¸‡jv †`‡L, c‡o Ges AvK…ó nq|
d‡j G ai‡bi weÁvcb Zv‡ì g‡b ¯’vqx `vM KvU‡Z mÿg nq Ges Zviv weÁvwcZ cY¨ µq Ki‡Z AvMÖnx
nq|
10. wWwRUvj weÁvcb (Digital Advertising): wecYbKvix †gvevBj/†mjyjvi †bUIqvK© ev B›Uvi‡b‡Ui
gva¨‡g cY¨ ev ‡mev m¤ú‡K© Z_¨ cÖ`vb K‡i I µ‡q Drmvn cÖ`vb K‡i| eZ©gvb mg‡q †µZv I †fv³v
RM‡Z wewfbœ B‡j±ªwbK wWfvBm I B›Uvi‡bU eënvi RbwcÖq nevi Kvi‡Y wWwRUvj weÁvcb †ek RbwcÖq|
wKš‘ hviv B‡j±ªwbK wWfvBm ev B›Uvi‡bU eënvi K‡i bv ev eënv‡ii my‡hMv †bB, Zviv wecYbKvixi
weÁvcb m¤ú‡K© AeMZ _v‡K bv|
11. cwienb weÁvcb (Vehicle or Transport Advertisement): wewfbœ cÖKvi Mvwo we‡kl K‡i UªvK ev
evm, U¨vw·, wiKkvi Mv‡q c‡Yï weeiY wjwce× K‡i cY¨ weÁvwcZ Kiv nq|
12. bgybv (Samples): cÖ`k©bx‡Z wkíRvZ, K…wlRvZ I Ab¨vb¨ `ª‡eï ÷j Ly‡j Kvh©Kixfv‡e Rbmvavi‡Yi
wbKU c‡Yï msev` †cuŠwQ‡q †`qv hvq| AmsL¨ †jvK cÖ`k©bx‡Z G‡m Ny‡i wd‡i wewfbœ ÷j cwi`k©b K‡i
Ges wewfbœ c‡Yï cÖwZ AvK…ó nq| †mevcY¨ Ges Ilyavwì †ÿ‡Î bgybv weÁvc‡bi e¨vcK cÖPjb †`Lv
hvq|
13. wm‡bgv ¯øvBWm (Cinema Slides): wm‡bgvi c`v©q is-†ei‡Oi Qwei mv‡_ c‡Yï ¸Yv¸Y Zz‡j a‡i
weÁvcb †`qv nq| gva¨g wn‡m‡e GwU A‡bKUv †Uwjwfk‡bi g‡Zv| Z‡e ïaygvÎ wm‡bgv n‡ji mxwgZ
`k©KB G m¤ú‡K© Rvb‡Z cv‡i|
14. wbqb Av‡jv (Neon Sign): e¨¯ÍZg iv¯Ívi cv‡k ev †gvo¸‡jv‡Z wbqb Av‡jvi mvnv‡h¨ AvKl©Yxq weÁvcb
cÖ`vb Kiv nq| G‡Z bvbvb ai‡bi Av‡jvi eënvi K‡i weÁvcb‡K mn‡RB Rbmvavi‡Yi `„wóMÖvn¨ K‡i
†Zvjv hvq| Giƒc weÁvc‡bi myweav n‡jv Zv `xN©w`b a‡i weÁvc‡bi myweav cÖ`vb K‡i| Z‡e Amyweav n‡jv
Gi cÖv_wgK e¨q A‡bK †ewk Ges w`‡bi †ejvq Gi Kvh©KvwiZv Kg|
15. Ab¨vb¨ gva¨g (Other Media): DcwiD³ gva¨gm~n QvovI AviI K‡qK cÖKvi weÁvcb gva¨‡gi cÖPjb
i‡q‡Q| G¸‡jv †Zgb ¸iæZ¡c~Y© bv n‡jI A‡b‡K eënvi K‡i _v‡Kb| G¸‡jvi g‡a¨ ê`y¨wZK
Av‡jvK¾v, K¨v‡jÛvi,Wvqix, bee‡l©i ï‡f”Qv KvW©, C`KvW© ev c~Rv KvW©, WvB‡i±ix, UvBg †Uej, evwl©K
†µvocÎ cÖKvk, bvg gyw`ªZ nvZ-e¨vM, `vgx Kjg`vbx I Gm‡Uª BZ¨vw` D‡jøL¨‡hvM¨|
weÁvcb gva¨g wbe©vP‡b we‡eP¨ welqmg~n (Considerable Factors for Selecting Advertising Media)
GKRb eëmvqxi c‡ÿ me¸‡jv gva¨g GKB mv‡_ eënvi Kiv †hgb A_©‰bwZK `„wó‡KvY ‡_‡K m¤¢e bq, †Zgwb
GKwU c‡Yï weµq e„w×i Rb¨ me gva¨‡gi eënvi Kvh©Ki bvI n‡Z cv‡i| Avevi ïaygvÎ GKwU gva¨gI mg¯Í
m¤¢ve¨ MÖvn‡Ki AvK…ó Kivi Rb¨ h‡_ó bq| MÖvnK‡ì Af¨vm-iæwP‡Z GZ †ewk ZviZg¨ cwijwÿZ nq hv weÁvcb
Awfhv‡b (Advertising Campaign) GKvwaK gva¨g eënvi cÖ‡qvRbxq n‡q c‡o| †Kvb& weÁvc‡bi Rb¨ †Kvb
gva¨gwU m‡evËg n‡e Zv ejv AZ¨šÍ KwVb| KviY weÁvc‡bi gva¨g wbe©vP‡b cvwicvwk¦K © Zvi welqwU QvovI
A‡bK¸‡jv welq cÖfve we¯Ívi K‡i| †m¸‡jv wb‡¤œ Av‡jvPbv Kiv n‡jvt
1. c‡Yï cÖK…wZ (Nature of the Product): †Kvb& cÖKv‡ii gva¨g c‡Yï cÖPv‡ii Rb¨ †kªq n‡e Zv c‡Yï
cÖK…wZi Dci A‡bKvs‡k wbf©ikxj| ZvB †`Lv hvq, †fvM¨cY¨ mvaviYZ msev`cÎ, mvgwqKx, †iwWI,
†Uwjwfk‡b Ges Drcv`bkxj cY¨ we‡kl mvgwqKx, †UKwbK¨vj Rvb©vj, Ges cÖZ¨ÿ WvK gvidZ weÁvwcZ

nq| me iK‡gi c‡Yï Rb¨ me gva¨g Dc‡hvMxI bq| ‡hgb, mvevb ev je‡Yi weÁvcb ‡Uwjwfkb ev
msev`c‡Î †Ìqv nq| Avevi ˆZwi †cvkv‡Ki KvuPvgv‡ji weÁvcb eëmvq m¤úwK©Z mvgwqKx ev
I‡qemvB‡U †Ìqv nq|
2. evRv‡ii m¤¢ve¨Zv (Potentiality to Market): m¤¢ve¨ evRv‡ii êwkóÏ weÁvc‡bi gva¨g wbe©vPb
cÖfvweZ K‡i| gva¨g wbe©vP‡bi GKwU ¸iæZ¡c~Y© w`K n‡jv c‡Yï m¤¢ve¨ eënvKvix‡ì mwVKfv‡e wPwýZ
Kiv| c‡Yï evRvi wbw`©ó ¯’v‡b ev wbw`©ó †kªYxi †fv³v‡ì g‡a¨ mxwgZ n‡j gva¨g wbe©vPb ZZUv RwUj
g‡b nq bv| cÿvšÍ‡i evRv‡ii cwiwa we¯Í„ZZi n‡j, wewfbœ †kªYxi †fv³vi g‡a¨ c‡Yï Pvwn`v _vKvi
m¤¢vebv _vK‡j weÁvc‡bi gva¨g wbe©vP‡b h‡_ó mZK©Zv Aej¤^b Kiv evÄbxq|
3. weÁvc‡bi D‡Ïk¨ (Purpose of the Advertisement): wecYbKvixi Rb¨ cY¨ cÖPv‡ii †ÿ‡Î
weÁvc‡bi gva¨g wbe©vP‡b weÁvc‡bi cÖK…Z D‡Ïk¨ wK Zv we‡ePbvq ivL‡Z nq| †hgb aiæb, weÁvc‡bi
D‡Ïk¨ hw` nq ‡fv³v‡ì g‡a¨ ZvrÿwYK weµq e„w×, Zvn‡j †Uwjwfkb ev †iwWI n‡jv Dchy³ gva¨g|
Avi weÁvc‡bi D‡Ïk¨ hw` nq wWjvi‡ì mn‡hvwMZv Kvgbv Kiv, Z‡e †UªW Rvb©vj I we‡kl WvK
(Special Mailings) n‡e Kvh©Ki cš’v| bZzb c‡Yï cÖeZ©b wKsev cyi‡bv c‡Yï Pvwn`v m„wói mv‡_I
weÁvc‡bi D‡Ïk¨ m¤úK©h³ y n‡Z cv‡i| d‡j D‡Ïk¨ Abyhvqx weÁvcb gva¨‡gi ZviZg¨ NU‡Z cv‡i|
4. weµ‡qi Av‡e`‡bi cÖKvi‡f` (Type of Selling Appeal): weÁvc‡bi Rb¨ †Kvb cÖKvi gva¨g eënvi
Kiv m½Z Zv wba©vi‡Yi Rb¨ weµq msµvšÍ Z_¨ ev Av‡e`‡bi cÖK…wZ I cÖKvi‡f` we‡ePbv Kiv
AZ¨vek¨K| D`vniY¯îƒc, hw` Giƒc wek¦vm Kiv nq †h, cY¨ weÁvc‡bi Kvh©KvwiZvq g‡bvni iwOb wPÎ
¸iæZ¡c~Y,© Z‡e gva¨g wn‡m‡e mvgwqKx n‡e cÖ_g cQ›`| KviY msev`c‡Îi †P‡q mvgwqKx‡Z A‡bK †ewk
`ÿZi I my›ìZi Dcv‡q weÁvcb‡K AvKl©Yxq K‡i †Zvjv hvq|
5. gva¨‡gi cÖPjb (Circulation Media): †h gva¨‡g weÁvcb cÖPvi Kivi Rb¨ wPšÍv-fvebv Kiv nq †m
gva¨gwUi cÖPjb wKiƒc Zv we‡ePbv K‡i †`L‡Z n‡e| c‡Yï e›Ub c¨vU©v‡bi mv‡_ gva¨‡gi cÖPjb
mvgÄm¨c~Y© n‡Z n‡e| ¯^íZg AcP‡q, AwaK msL¨K m¤¢ve¨ †µZvi wbKU cY¨-msev` †cuŠQv‡Z cv‡i Ggb
gva¨g wbe©vPb Kiv cÖ‡qvRb| D`vni¯îƒc, cÖmvabx mvgMÖxi cÖ¯ÍyZKvi‡Ki Afxó †fv³v hw` gwnjv n‡q
_v‡K, Zvn‡j Ggb cwÎKv ev mvgwqKx‡Z weÁvcb cÖKvk K‡i †h¸‡jv gwnjviv c‡o _v‡K|
6. weÁvcb gva¨gmg~‡ni e¨q (Cost of Media): weÁvc‡bi wewfbœ gva¨g †_‡K Dchy³ gva¨g wbe©vP‡bi
mgq G‡KK gva¨g eënvi Ki‡j wKiƒc LiP n‡Z cv‡i Zv we‡ePbv Kiv Aek¨B cÖ‡qvRbxq| KviY me
gva¨‡gi e¨q GKiƒc bq| †Kvb gva¨‡gi e¨q A‡bK †ewk Avevi †Kvb gva¨‡gi e¨q Kg n‡Z cv‡i|
†iwWI Ges †Uwjwfk‡b †m‡K‡Ûi wfwË‡Z weÁvc‡bi Rb¨ †h †iBUwU PvR© Kiv nq Zv msev`c‡Î cÖwZ
Kjv‡gi AvqZ‡bi wfwË‡Z avh©K…Z †iBU †_‡K A‡bK †ewk| ZvB †hme weÁvc‡Ki c‡ÿ e¨qeûj gva¨g
eënvi m¤¢e Zviv †m¸‡jv eënvi Ki‡Z cv‡i| wKšÍy hv‡ì weÁvcb Lv‡Z msiwÿZ Znwej GKwU we‡kl
gva¨g eënv‡ii Rb¨ h‡_ó bq Zv‡ì †m gva¨g cwinvi Kiv DwPZ|
7. cÖvße¨ ev‡RU (Available Budget): weÁvc‡bi gva¨g wbe©vP‡b weÁvc‡bi Rb¨ eivÏK…Z Znwej h‡_ó
cÖfve we¯Ívi K‡i| gva¨g cQ›` Kivi mgq †Lqvj ivL‡Z n‡e †h, weÁvcb eve` †h ev‡RU Aby‡gv`b Kiv
n‡q‡Q Zv we‡kl GKwU gva¨g eënv‡ii Rb¨ h‡_vchy³ wKbv|
8. MÖvnK‡ì wkÿvi gvb (Standard of Customers’ Education): †µZvi wkÿvi gv‡bi Dci
weÁvc‡bi gva¨g wbe©vPb eûjvs‡k wbf©ikxj| evsjv‡`‡ki RbmvaviY‡K Avgiv wkÿvi gvb Abyhvqx wZb
†kªYx‡Z fvM Ki‡Z cvwi- wbiÿi, AÿiÁvb wewkó ev Avav- wkwÿZ Ges D”P wkwÿZ| wbiÿi/AwkwÿZ
†jvK‡ì wbKU cY¨ msev` †cuŠQv‡bvi Rb¨ wjwLZ ‡Kvb gva¨g (msev`cÎ, mvgwqKx, B¯Ívnvi, cÖPvicÎ
BZ¨vw`) eënvi m¤ú~Y© A_©nxb| Zv‡ì Rb¨ †iwWI †Uwjwfkb ev wPýwewkó A_©gq mvBb‡evW© we‡kl
Dc‡hvMx| ZvB weÁvc‡bi gva¨g wbe©vP‡bi mgq m¤¢ve¨ MÖvnK‡ì wkÿvi gvb we‡ePbvq ivLv DwPZ|

Avcwb AvBmµx‡gi wewµ e„w×i Rb¨ †Kvb& ai‡bi weÁvcb gva¨g eënvi
wkÿv_©xi KvR
Ki‡eb? †Kb †mB gva¨g eënvi Ki‡eb- 2wU hyw³ w`b|
mvims‡ÿc:
eZ©gvb ev m¤¢ve¨ MÖvn‡Ki wbKU cY¨ I †mevi weµq msµvšÍ msev` †cuŠwQ‡q †`qvi Rb¨ †h cš’v ev †KŠkj
Aej¤^b Ki nq ZvB weÁvcb gva¨g bv‡g cwiwPZ| weÁvcb gva¨g wn‡m‡e eëüZ nq msev`cÎ, mvgwqKx,
cÖPvicÎ, cÖvPxicÎ, weÁvcbx djK, ‡iwWI, ‡Uwjwfkb, mivmwi WvK gvidZ weÁvcb, Db¥y³ ¯’v‡b weÁvcb,
wWwRUvj weÁvcb, cwienb weÁvcb, bgybv, wm‡bgv ¯øvBWm, wbqb Av‡jv BZ¨vw`| GB weÁvcb gva¨g wbe©vP‡bi
mgq we‡eP¨ welqmg~n hv wecYbKvix ¸iæ‡Z¡i mv‡_ g‡b iv‡L Zv n‡jv c‡Yï cÖK…wZ, evRv‡ii m¤¢ve¨Zv,
weÁvc‡bi D‡Ïk¨, weµ‡qi Av‡e`‡bi cÖKvi‡f`, gva¨‡gi cÖPjb, weÁvcb gva¨gmg~‡ni e¨q, cÖvße¨ ev‡RU I
MÖvnK‡ì wkÿvi gvb|

mv`vd ÔwbD ÷vBj GÛ d¨vkbÕ bv‡g kvnev‡M GKwU d¨vkb nvDm Pvjy Kij| Avmbœ êkvL Dcj‡ÿ
†cvkv‡Ki weÁvcb †Uwjwfk‡bi gva¨‡g cÖPvi K‡i| G‡Z eëmv‡qi AMÖMwZ mvwaZ nq|
1| mv`vd †Kvb& Kvi‡Y †Uwjwfk‡b weÁvcb †`q?
K) `ªæZ cY¨ cÖPvi L) ¯^í Rb‡Mvôx
M) ¯^í e¨q N) mswÿß evZ©v cÖ`vb
2| †Uwjwfk‡bi gva¨‡g weÁvcb cÖ`v‡bi d‡j mv`vd †hme w`K †_‡K jvfevb n‡eÑ
i) c‡Yï cÖvYeš‘ Dc¯’vcbv ii) `ªæZ cÖPvi iii) Av‡e`bgqx Dc¯’vcbv
3| weÁvc‡bi AvaywbK †KŠkjÑ
i) wbqbmvBb ii) wWwRUvj weÁvcb iii) wm‡bgv ¯øvBWm
4| weÁvc‡bi †Kvb& gva¨g ¯^í e¨‡qi mnR gva¨g?
K) msev`cÎ L) cwienb weÁvcb
M) weÁvcb N) †gvoK

cvV-8.5 cÖPvi I Rbms‡hvM: aviYv I êwkó¨

Publicity and Public Relation: Concept and
Characteristics
D‡Ïk¨

• cÖPvi m¤ú‡K© aviYv Ki‡Z cvi‡eb;
• weÁvcb I cÖPv‡ii g‡a¨ cv_©K¨ Rvb‡Z cvi‡eb; Ges
• Rbms‡hvM-Gi aviYv I D‡Ïk¨ m¤ú‡K© aviYv Ki‡Z cvi‡eb|
cÖwZôv‡bi fveg~wZ, Rbms‡hvM, MY-cÖmvi, evwYwR¨K Pvwn`v BZ¨vw`|

cÖPvi-Gi aviYv (Concept of Publicity)

wecYb cÖmv‡i cÖPvi‡K c‡ivÿ cÖwµqv wn‡m‡e eënvi Kiv nq| KviY wecYb cÖwµqvq cÖPvi mnvqK
f‚wgKv cvjb K‡i| mnR A‡_©, †Kvb iKg mvsMVwbK D‡`¨vM Qvov GKwU cÖwZôv‡bi cY¨ I †mevi msev`
RbmvaviY‡K Rvbv‡Z cviv‡K cÖPvi e‡j| cÖPvi Kvh©µ‡g wecYbKvix‡K †Kvb A_© e¨q Ki‡Z nq bv|Gi gva¨‡g
cY¨, †mev I cÖwZôv‡bi cwiwPwZ I mybvg ˆZwi Kiv nq| e¨vcK A‡_©, wecYbKvix ev D‡`¨v³v hLb †KvbiKg A_©
cÖ`vb Qvov MYgva¨gmg~‡n Zv‡ì cY¨ ev †mev m¤ú‡K© Z_¨ ev gZvgZ cÖKvk K‡i A_ev AbyK~j Dc¯’vcbvi gva¨‡g
c‡ivÿfv‡e c‡Yï Pvwn`v e„w× K‡i A_ev cÖwZôv‡bi BwZevPK fveg~wZ© ˆZwi K‡i, ZvcÖPvi bv‡g cwiwPZ|
D`vniY¯îƒc, †Kvb RbwcÖq msev`c‡Îi cÖKvwkZ ‡Kvb wbe‡Ü GB Z_¨ †ei n‡jv †h evsjv‡`k ÷¨vÛvW©m GÛ
†Uw÷s BÝwUwUDkb (weGmwUAvB) Gi Z‡_ï wfwË‡Zevsjv‡`‡k AvUv-gq`v cÖ¯zZ Í Kvix †Kv¤úvwb¸‡jvi g‡a¨ wbw`©ó
wKQz †Kv¤úvwbi AvUv-gq`v gvbm¤§Z Avevi wKQz †Kv¤úvwbi AvUv-gq`v wb¤œgv‡bi| GLv‡b †h †Kv¤úvwb¸‡jv AbyK‚j
cÖPviYv †cj ev hviv cÖwZK~j cÖPviYv †cj Giv †KDB GB LeiUvi cÖKv‡ki D‡`¨vM †bqwb ev LiPI †`qwb| G
ai‡bi cÖPviYv‡K cÖPvi e‡j|
wb‡¤œ cÖPvi-Gi wKQz msÁv D‡jøL Kiv n‡jv:
McCarthy cÖPv‡ii †h msÁv cÖ`vb K‡i‡Q Zv n‡jv,“Publicity is any unpaid form or non-personal
presentation of ideas, goods and services.” A_©vr A_©e¨q e¨wZZ Ae¨w³K Dcv‡q aviYv, cY¨ ev
†mevi Dc¯’vcb‡K cÖPvi e‡j|
Philip Kotler & Gary Armstrong Gi g‡Z,“Publicity is non-personal stimulation of demand
for product, sevice or business unit by planting commercially significant news about it in a
published media for obtaining favorable presentationof it upon radio, television or stage
that is not paid for by the sponser.” A_©vr D‡`¨v³v KZ©„K A_© cÖ`vb e¨ZxZ Rbmvavi‡Yi wbKU cÖKvk
cvq Ggb †Kv‡bv gva¨‡g ¸iæZ¡c~Y© evwYwR¨K Z_¨ cÖKvk ev †iwWI, †Uwjwfkb A_ev g‡Â †Kv‡bv cY¨, †mev
ev eëmvq cÖwZôv‡bi msev` Dc¯’vc‡bi gva¨‡g evwYwR¨K Pvwn`v m„wói ‡Póv n‡jv cÖPvi|

wb‡¤œ cÖPv‡ii êwkó¨¸‡jv Av‡jvPbv Kiv n‡jv:

 cÖPvi‡K A_©wenxb msev` Dc¯’vcb cÖwµqv ejv nq KviYcÖPvi gva¨‡gi mgq I ¯’vb eënv‡ii Rb¨
cÖPviKvix gva¨g‡K †Kvb cÖKvi A_© cÖ`vb Ki‡Z nq bv;
 ¯^vaxb cÖPvi gva¨‡gi Øviv cÖPv‡ii KvR cwiPvwjZ nq e‡j RbM‡Yi wbKU Gi MÖnY‡hvM¨Zv †ewk;
 Kvh©µg mvaviYZ cÖeÜ wfwËK nq e‡j weÁvc‡bi Zzjbvq Zv mn‡RB cvVK‡ì m„wó AvKl©Y Ki‡Z mÿg
nq;
 cÖPvi Kvh©µ‡gi gva¨‡g Kg mg‡q e¨vcK RbM‡Yi wbKU Kvw•LZ msev` †cŠQv‡bv m¤¢e nq;
 cÖPv‡ii Dci cÖwZôv‡bi †Zgb †Kvb wbqš¿Y _v‡K bv| cÖPv‡ii gva¨‡g A‡bK †ÿ‡Î cÖwZôvb ev c‡Yï
AvswkK Z_¨ cwi‡ewkZ n‡jI cÖwZôv‡bi wbqš¿Y _v‡K AZ¨šÍ Kg|
weÁvcb I cÖPv‡ii g‡a¨ cv_©K¨ (Differences Between Advertising and Publicity)

weÁvcb I cÖPvi DfqB AvaywbK wecYb cÖmv‡ii Ab¨Zg nvwZqvi wn‡m‡e ci¯úi m¤úK©hy³| mvaviYfv‡e Dfq
gva¨g‡K GKBiƒc g‡b Kiv n‡jI G‡ì g‡a¨ wewfbœ †ÿ‡Î †h mKj cv_©K¨ we`¨gvb Zv wb‡¤œ D‡jøL Kiv n‡jv-
cv_©‡Kï welq weÁvcb cÖPvi
1. msÁv A_©cÖ`Ë gva¨‡g cY¨`ªe¨ I †mev- Kg©vwì eëmvwqK †Kv‡bv wel‡q Z_¨ ev msev` A_©
mv‡_ RbMY Z_v †µZv mvaviY‡K cwiPq cÖ`vb QvovB †Kv‡bv gva¨g‡K eënvi K‡i
Kwi‡q †`qvi cÖwµqv‡K weÁvcb e‡j| RbMY‡K ÁvZ Kiv‡bvi cÖ‡Póv‡K cÖPvi e‡j|
2. D‡Ïk¨ weÁvcb mvaviYZ evwYwR¨K D‡Ï‡k¨B †`qv cÖPv‡ii D‡Ïk¨ n‡jv cÖwZôvb m¤ú‡K© ev
nq| Gi jÿ¨ n‡jv weµq e„w× K‡i AwaK †Kv‡bv cY¨ ev †mev m¤ú‡K© †µZvmvavi‡Yi
gybvdvR©b wbwðZ Kiv| gvv‡S BwZevPK g‡bvfve M‡o †Zvjv|
3. AvIZv weÁvc‡bi Kvh©‡ÿÎ mxwgZ| mvaviYZ cÖPv‡ii AvIZv e¨vcK| e¨w³MZ, mvgvwRK,
eëmvq Z_v wkí-evwYR¨ msµvšÍ cÖPviB Gi agx©q, ivR‰bwZK, eëmvwqK BZ¨vw` †h‡Kv‡bv
AšÍfy©³| ai‡bi msev` Rvbv‡bvi cÖ‡PóvB cÖPv‡ii
AvIZvaxb|
4. gva¨g weÁvcb g~jZ wjwLZ ev gyw`ªZ gva¨‡g cÖKvk cÖPvi gyw`ªZ ev Agyw`ªZ, †gŠwLK ev `„k¨gvb
Kiv nq †h‡Kv‡bv gva¨‡g cÖKvk Kiv †h‡Z cv‡i|
5. kvLv GwU evwY‡Rï GKwU Ask| GwU cY¨ GwU MY‡hvM‡hv‡Mi GKwU ¸iæZ¡c~Y© gva¨g ev
e›U‡bi †ÿ‡Î cÖPviMZ evav `~i K‡i| kvLv|
6. e¨q weÁvcb †µZvmvavi‡Yi `„wó AvKl©Y Kivi G‡ÿ‡Î Zzjbvg~jKfv‡e e¨‡qi cwigvY Kg|
Rb¨ AZ¨šÍ AvKl©Yxqfv‡e, RbwcÖq cÖPvi A_©vr gva¨g‡K G‡ÿ‡Î †Kv‡bv A_© cÖ`vb
gva¨g fvov K‡i cÖPvi Kiv nq weavq Ki‡Z nq bv|
G‡ÿ‡Î e¨‡qi cwigvY †ewk nq|
7. Av‡e`b Gi Av‡e`b e¨w³K I e¨wóK| cY¨ ev Gi Av‡e`b me©Î GK ai‡bi bq| KLbI Gi
†mevi cÖK…wZ wePv‡i mvaviYZ wbw`©ó †kÖwYi Av‡e`b _v‡K mxwgZ| Avevi †ÿÎwe‡k‡l
RbM‡Yi D‡Ï‡k¨B weÁvcb cÖPvi Kiv nq| e¨vcK Rb‡Mvôxi D‡ÏkÏ Zv cÖPvwiZ nq|
cwi‡k‡l ejv hvq, weÁvcb I cÖPvi Df‡qi D‡Ïk¨ n‡jv cY¨ ev †mev ev cÖwZôvb‡K RbM‡Yi gv‡S cwiwPZ Kiv|
AvcvZ`„wó‡Z G `ywU welq‡K GKB iƒc g‡b n‡jI Dc‡iv³ †ÿÎ¸‡jv‡Z weÁvcb cÖPv‡ii g‡a¨ e¨vcK cv_©K¨ jÿ
Kiv hvq|
Rbms‡hvM-Gi aviYv (Concept of Public Relation)

mvaviY A‡_©, Rbms‡hvM ej‡Z cÖPvimn Ab¨vb¨ D‡`¨v³vwenxb cÖmvi Kvh©µg‡K eySv‡bv n‡q‡Q| Philip Kotler
Rbms‡hvM m¤ú‡K© e‡jb †h, “Public relations is building good relations withthe company's various publics
by obtaining favourable publicity, building up a good corporate image, and handling or heading off

unfavourable rumors, stories, and events.” A_v©r AbyK~j cÖPvi jvf, fvj K‡c©v‡iU B‡gR M‡o †Zvjv I cÖwZK‚j
¸Re, MíKvwnbx Ges NUbvi wbqš¿Y ev cÖwZnZ Kivi gva¨‡g bvbv ai‡bi RbM‡Yi m‡½ †Kv¤úvwbi fvj m¤úK©
M‡o †Zvjvi KvR n‡”Q Rbms‡hvM| Zvn‡j †`Lv hv‡”Q, Rbms‡hvM GKUv e¨vcK aviYv hvi g‡a¨ mKj ai‡bi
Kvh©vejx RwoZ, hvi Rb¨ †Kvb A_© †KD cÖ`vb K‡i bv| ZvB A‡bK we‡klÁ cÖPvi‡K Rbs‡hv‡Mi Ask wn‡m‡e
†`wL‡q‡Qb|
Rbms‡hvM-Gi D‡Ïk¨vewj (Objectives of Public Relation)
Rbms‡hv‡Mi KZK¸‡jv mvaviY D‡Ïk¨ Av‡Q hv Ab¨vb¨ cÖmvi †KŠk‡ji D‡Ï‡kï mv‡_ wg‡j hvq| Avevi
KZK¸‡jv we‡kl D‡Ïk¨ Av‡Q hv GB †KŠk‡ji gva¨‡gB †Kej AwR©Z nq| Avgiv GB Dfq cÖKvi D‡Ïk¨¸‡jv
GKwÎZ AvKv‡i Avcbvi mvg‡b Zz‡j aiwQ|
 Rbms‡hv‡Mi cÖavb D‡Ïk¨ n‡”Q cY¨, aviYv, cÖwZôv‡bi Kvh©vejx, cÖwZôvb, †`‡ki RbMY Ges Ggb wK
wbR RvwZ‡K cwiwPZ Kiv Ges A‡bï Kv‡Q MÖnY‡hvM¨ K‡i †Zvjv;
 cÖwZôvb I Zvi cY¨ m¤ú‡K© †Kvb ¸Re ev wg_¨v cÖPviYv n‡j Zv cÖwZnZ Kiv;
 RbM‡Yi Av¯’v AR©b Kiv;
 cÖwZôvb I Zvi cY¨ m¤ú‡K© cÖPyi Z_¨ cÖKvk Kiv;
 cÖwZôv‡bi fveg~wZ© M‡o †Zvjv;
 µgn«vm c‡Yï Pvwn`v cybiæ¾xweZ Kiv|
wkÿv_©xi KvR msev`c‡Î cÖKvwkZ †Kvb cÖwZôv‡bi BwZevPK ev †bwZevPK cÖPvi m¤ú‡K© wjLyb|
mvims‡ÿc:
wecYbKvix ev D‡`¨v³v hLb †KvbiKg A_© cÖ`vb Qvov MYgva¨gmg~‡n Zv‡ì cY¨ ev †mev m¤ú‡K© Z_¨ ev
gZvgZ cÖKvk K‡i A_ev AbyK~j Dc¯’vcbvi gva¨‡g c‡ivÿfv‡e c‡Yï Pvwn`v e„w× K‡i A_ev cÖwZôv‡bi
BwZevPK B‡gR ˆZwi Kiv n‡j Zv‡K cÖPvi e‡j| weÁvcb I cÖPv‡ii g‡a¨ wKQz wel‡q cv_©K¨ i‡q‡Q| †m¸‡jv
n‡jv msÁv, D‡Ïk¨, AvIZv, gva¨g, kvLv, e¨q I Av‡e`b| Avevi Ab¨w`‡K, Rbms‡hv‡Mi D‡Ïk¨ n‡jv
RbM‡Yi Av¯’v AR©b Kiv, cÖwZôvb I Zvi cY¨ m¤ú‡K© cÖPyi Z_¨ cÖKvk Kiv Ges cÖwZôv‡bi fveg~wZ© M‡o
†Zvjv|
√) wPý w`b-
1| wb‡Pi †Kvbw&U c‡ivÿ wecYb cÖmv‡ii †KŠkj?
K) weÁvcb L) bgybv M) wWwRUvj weÁvcb N) cÖPvi
2| wb‡Pi cÖPviKv‡h© wecYbKvix A_© e¨q K‡i bv?
K) weÁvcb L) cÖPvi M) e¨w³K weµq N) weµq cÖmvi
3| cÖmv‡ii D‡Ïk¨ wb‡Pi †Kvb&wU?
K) weµq e„w× L) gybvdv e„w× M) BwZevPK g‡bvfve m„wó N) weµq cÖmvi
4| cÖPv‡ii AvIZv-
K) mxwgZ L) e¨vcK M) AwjwLZ N) e¨w³MZ

P~ovšÍ g~j¨vqb
m„Rbkxj cÖk-œ 1
Abycg evsjv‡`‡ki GKRb L¨vwZgvb wk‡ív‡`¨v³v| wZwb ÔbeRvMiYÕ bvgK GKwU cÖwZôvb cÖwZôv K‡ib|
ÔbeRvMiYÕ cÖwZôvbwU cÖvq 80 ai‡bi cY¨ mviv evsjv‡`‡k mieivn K‡i| c‡njv êkvL Dcj‡ÿ Zviv wewfbœ
MYgva¨‡gi mvnv‡h¨ mevB‡K c‡njv êkv‡Li ï‡f”Qv Rvwb‡q‡Qb| GQvov êkv‡Li cÖ_g 15 w`b _vK‡Q wewfbœ
ai‡bi Qvo| Kzcb c~i‡Yi gva¨‡g GKwU cÖwZ‡hvwMZvi Av‡qvRbI Kiv n‡q‡Q|
K. weµ‡qvËi †mev Kx? 1
L. weÁvcb GKwU A_© cÖ`Ë gva¨g- e¨vL¨v Kiæb| 2
M. ï‡f”Qv Rvbv‡bvi Rb¨ ÔbeRvMiYÕ cÖwZôvb m¤ú‡K© †fv³v‡ì g‡b †Kvb& ai‡bi g‡bvfve m„wó n‡q‡QÑ
e¨vL¨v Kiæb| 3
N. weµq cÖmv‡ii Rb¨ ÔbeRvMiYÕ cÖwZôv‡bi cÖwZ‡hvwMZvi Av‡qvRb Avcwb wK mg_©b K‡ib? gZvgZ w`b| 4
m„Rbkxj cÖk-œ 2
evsjv‡`k †Uwjwfkb GKwU miKvwi cÖwZôvb| m¤úªwZ hyemgv‡Ri g‡a¨ GBWm m¤ú‡K© m‡PZbZv e„w×i j‡ÿ¨ GwU
wewfbœ ai‡bi ˆbe©¨w³K Dc¯’vcbv, bvUK Ges msjv‡ci Av‡qvRb K‡i| G ai‡bi Kvh©µ‡gi d‡j `k©‡Ki g‡b
evsjv‡`k †Uwjwfkb m¤ú‡K© BwZevPK g‡bvfve m„wó nq| G‡Z evsjv‡`k †Uwjwfk‡bi `k©‡Ki msL¨v e„w× cvq|
K. Dcnvi cÖ`vb †Kvb& ai‡bi weµq cÖmvi †KŠkj? 1
L. weÁvcb Kxfv‡e mybvg m„wó‡Z mnvqZv K‡i? e¨vL¨v Kiæb| 2
M. evsjv‡`k †Uwjwfkb †Kvb& ai‡bi Kvh©µg cwiPvjbv Ki‡Q? e¨vL¨v Kiæb| 3
N. evsjv‡`k †Uwjwfk‡bi m‡PZbZvg~jK Kvh©µ‡gi d‡j †Kvb& †Kvb& cÿ DcK…Z n‡e Zv we‡kølY Kiæb| 4
m„Rbkxj cÖk-œ 3
ÔbvBm wgwó KzwUiÕ GKwU cÖwZwôZ wgwó weµqKvix cÖwZôvb| ivRkvnxmn mviv‡`‡k Gi 30wU kvLv i‡q‡Q| mKj
kvLvq Gi mvBb‡evW©, wWm‡cø g~j¨ cÖvqB GKB iKg| Gi g‡a¨ XvKvi GKwU kvLv Ab¨ kvLv n‡Z 10% Kg g~‡j¨
wgwó weµq K‡i|
K. weÁvcb Kx? 1
L. Ômycvi †÷v‡i cÖ‡qvRbxq mKj cY¨ cvIqv hvqÕ Ñ e¨vL¨v Kiæb| 2
M. DÏxc‡Ki cÖwZôvbwU †Kvb& ai‡bi eëmvq cÖwZôvb Ñ e¨vL¨v Kiæb| 3
N. weµq e„w×i D‡Ï‡k¨ ÔbvBm wgwó KzwUiÕ-Gi XvKv kvLvi Rb¨ †h D‡`¨vM MÖnY K‡i‡Q Zv KZUzKz †hŠw³K?
gZvgZ w`b| 4
m„Rbkxj cÖk-œ 4
g„`yj KvwšÍ eo–qv ga¨cÖvP¨ †_‡K †`‡k wd‡i G‡m MvRxcy‡ii Kvwjqv‰K‡i GKwU †cvwëª dvg© cÖwZôv K‡ib| wZwb
f¨v‡bi gva¨‡g XvKvi wewfbœ evRv‡i gyiwM mieivn Ki‡Qb| wZwb †`‡ki weivRgvb cwiw¯’wZ‡Z gyiwM mieivn
eë¯’v SzuwKc~Y© nIqvq Drcv`b¯’‡ji KvQvKvwQ wbw`©ó weµq†K›`ª ¯’vcb K‡i gyiwM weµ‡qi welqwU wewfbœ gva¨‡g
†µZv‡ì AewnZ Kivi wm×všÍ MÖnY K‡i‡Qb|
K. weµq cÖmvi Kx? 1
L. weÁvcb ej‡Z Kx †evSvq? e¨vL¨v Kiæb| 2
M. XvKvi wewfbœ evRv‡i gyiwM mieiv‡ni gva¨‡g g„`yj KvwšÍ eo–qv Kx ai‡bi Dc‡hvM m„wó K‡i‡Qb? e¨vL¨v
Kiæb| 3
N. g„`yj KvwšÍ eo–qv Kxfv‡e wbw`©ó gva¨g eënvi K‡i †µZv‡ì gyiwM m¤ú‡K© AewnZ Ki‡Z mÿg n‡eb?
gZvgZ w`b| 4

m„Rbkxj cÖk-œ 5
‡`‡ki B‡jKwUªK evRv‡ii me‡P‡q e„nr Ask `Lj K‡i Av‡Q Gwe wjwg‡UW| cÖwZ‡hvMx cÖwZôvb wewe wjwg‡UW Gwe
wjwg‡U‡Wi c‡Yï gvb we‡ePbvq wb‡q Zv‡ì cY¨ ˆZwi K‡i‡Q| G‡Z bvbvb êwPÎÏ cÖwZôvbwU D™¢veb K‡i‡Q|
evRvi `L‡ji Ask wn‡m‡e Gwe wjwg‡UW ZvwjKv g~j¨ n‡Z 2% evÆvi eë¯’v †i‡L cY¨ weµq Ki‡Q|
K. cÖmvi Kv‡K e‡j? 1
L. wecYb wgkÖ‡Y cÖwZôv‡bi mybvg Kxfv‡e cÖfve iv‡L? e¨vL¨v Kiæb| 2
M. evRvi `L‡ji Rb¨ wewe wjwg‡UW cÖ_‡g †Kvb& wecYb wgkÖYwU cÖ‡qvM K‡i‡Q? e¨vL¨v Kiæb| 3
N. wewe wjwg‡U‡Wi 2% evÆv cÖ`v‡bi Øviv Gwe wjwg‡UW‡K cÖwZ‡hvwMZvq nviv‡bv m¤¢e n‡e Kx? Avcbvi
gZvgZ w`b| 4
DËigvjv
cv‡VvËi g~j¨vqb- 8.1 : 1. M, 2. N, 3. N, 4. M,
cv‡VvËi g~j¨vqb- 8.2 : 1. N, 2. N, 3. M, 4. L, 5. N.
cv‡VvËi g~j¨vqb- 8.3 : 1. K, 2. M, 3. K, 4. M,
cv‡VvËi g~j¨vqb- 8.4 : 1. K, 2. N, 3. N, 4. K,
cv‡VvËi g~j¨vqb- 8.5 : 1. N, 2. L, 3. M, 4. L,
fvebvi AšÍiv‡j
†µZv ev †fv³vi Kv‡Q cY¨ I †mevi Z_¨ †cŠ‡Q †èvi Rb¨ ‡dmeyK
GLb GKwU RbwcÖq gva¨g| wecYbKvix ‡dmeyK eënviKvix‡ì
wbDRwdW ev †nvg †cBR-G Zvi cY¨ I ‡mev m¤ú‡K© weÁvcb cÖPvi
K‡i| evsjv‡`‡k B›Uvi‡bU eënviKvixi msL¨v w`b w`b evo‡Q, †mB mv‡_
evo‡Q ‡dmeyK eënv‡ii msL¨vI| G Kvi‡Y AvšÍR©vwZK wecYbKvixi
mv‡_ mv‡_ GLb †`wk cÖwZôvb¸‡jvi g‡aÏ †dmeyK weÁvcb eënv‡ii
Photo credit: www.digitalvidya.com
AvMÖn evo‡Q| wecYbKvixiv Zv‡ì †dmeyK weÁvc‡bi gva¨‡g †hgb cY¨
ev †mev m¤ú‡K© Rvbv‡Z cvi‡Q, GKB mv‡_ †µZv I †fv³vi mv‡_I
m¤úK© ˆZwi Ki‡Z cvi‡Q|
Z_¨m~Î:
4. Dirksen, C.J., Kroeger, A. and Nicosia, F.M., Advertising: Principles and Management Cases. R.D. Irwin.
5. Evans.J.R. and Berman, Marketing. New York: Macmillan Publishing Co.
6. Etzel, M.J., Walker, B.J., & Stanton, Marketing. Irwing/McGraw Hill, NY
9. McCarthy, E.J., Basic Marketing. Richard D. Irwin Inc.
10. Wright, J.S., Winter, W.L., and Zeigler, S.K., Advertising. New York, McGraw-Hill Book.

e¨w³K weµq I weµwqKZv BDwbU
Personal Selling and Salesmanship 9
eZ©gvb we‡k¦ evRviRvZKiY cÖwZ‡hvwMZvc~Y|© ZvB †µZvi wbKU c‡Yï cwiwPwZ Ges hveZxq Z_¨ Zz‡j ai‡Z
cÖmvi Kvh©µg Acwinvh©| G BDwb‡U wecYb cÖmv‡ii wewfbœ c×wZi g‡a¨ e¨w³K weµq I weµwqKZv m¤ú‡K© eY©bv
Kiv n‡q‡Q| cÖ_g cv‡V e¨w³K weµq IweµwqKZvi aviYv I cÖ‡qvRbxqZv QvovIe¨w³K weµq I weÁvc‡bi g‡a¨
cv_©K¨ eY©bv Kiv n‡q‡Q| wØZxq cv‡V weµqKgx©i ¸Yvewjm¤^‡Ü e¨vcK aviYv †`qv n‡q‡Q| cieZx©‡Z evsjv‡`‡ki
†cÖwÿ‡Z e¨w³K weµq/weµwqKZv m¤^‡Ü cÖ‡qvRbxq aviYv †`qv n‡q‡Q| G BDwbU †_‡K e¨w³K weµq I
weµwqKZvi gva¨‡g wKfv‡e cY¨ cÖmvi Kiv m¤¢e Zvi we¯ÍvwiZ aviYv AR©b Kiv m¤¢e n‡e|
cvV-1 : e¨w³K weµq I weµwqKZv m¤úwK©Z aviYv I cÖ‡qvRbxqZv
cvV-2 : weµqKgx©i ¸Yvewj I evsjv‡`‡ki †cÖwÿ‡Z e¨w³K weµq I weµwqKZv
cvV-9.1 e¨w³K weµq I weµwqKZv: aviYv I cÖ‡qvRbxqZv

Personal Selling and Salesmanship: Concept and
Importance
D‡Ïk¨

 e¨w³K weµq m¤ú‡K© aviYv Ki‡Z cvi‡eb;
 weµwqKZv m¤ú‡K© Rvb‡Z cvi‡eb;
 weµwqKZv Kjv, weÁvb bvwK †ckv †m m¤ú‡K© Rvb‡Z cvi‡eb;
 e¨w³K weµq I weµwqKZvi cÖ‡qvRbxqZv e¨vL¨v Ki‡Z cvi‡eb; Ges
 e¨w³K weµq I weÁvc‡bi g‡a¨ cv_©K¨ Rvb‡Z cvi‡eb|
†gŠwLK Dc¯’vcbv, ‡hvMv‡hvM cÖwµqv, e¨w³MZ cÖPvi,weµwqKZv, weµqKgx©,

weµq †KŠkjx|
e¨w³K weµq m¤úwK©Z aviYv (Concept of Personal Selling)

wecYbKvix I †fv³vi g‡a¨ wewbg‡qi D‡Ï‡k¨ hLb wØ-gyLx †hvMv‡hvM ¯’vwcZ nq, ZLb Zv‡K e¨w³K
weµq ejv nq| weµq msNU‡bi D‡Ï‡k¨ GK ev GKvwaK m¤¢ve¨ †µZvi m‡½ AvjvcKv‡j †gŠwLKfv‡e c‡Yï
Dc¯’vcbB n‡jv e¨w³K weµq| myZivs e¨w³K weµ‡q we‡µZv cÖwZôv‡bi cY¨ I †mev weµ‡qi D‡Ï‡k¨
e¨w³MZfv‡e mivmwi †µZvi Kv‡Q weµq Av‡e`b Kiv nq I µq Kivi Rb¨ AvMÖnx K‡i †Zvjv nq|wecYbKvix
cÖhyw³wbf©i cY¨, wegv, wkícY¨ BZ¨vwì †ÿ‡Î e¨w³K weµq c×wZ eënvi K‡i| Avevi bZzb cY¨ wecYb Kivi
mgqI e¨w³K weµq‡K Kv‡R jvwM‡q weµq cÖmv‡ii cÖ‡Póv Pvjv‡bv nq|
wb‡¤œ e¨w³K weµ‡qi wKQz msÁv D‡jøL Kiv n‡jv-
American Marketing Association (AMA) wecY‡bi †h msÁv cÖ`vb K‡i‡Q Zv n‡jv,“Personal
selling is the personal process of assisting and/or persuading a prospective customer to
buy a commodity or a service or to act to favour upon an idea that has commercial
significance to the seller” A_©vr e¨w³K weµq n‡jv m¤¢ve¨ †µZv‡K cY¨ ev †mev µ‡q mnvqZv ev DØy×
Kivi Rb¨ e¨w³MZ cÖwµqv A_ev we‡µZvi Rb¨ evwYwR¨K f~wgKv ivLvi g‡Zv GKwU Kvh©Ki aviYv|
Philip Kotler & Gary Armstrong Gi g‡Z,“Personal selling is any form of personal
presentation by the firm’s salesforce for the purpose of making sales and building customer
relationship.” A_©vr e¨w³K weµq n‡jv cÖwZôv‡bi weµq Kgx©i e¨w³K Dc¯’vcb hvi D‡Ïk¨ n‡jvweµq
KvR m¤úbœ Kiv Ges †µZvi mv‡_ eëmvwqK m¤úK© M‡o †Zvjv|
Dc‡ii Av‡jvPbvi wfwË‡Z e¨w³K weµq m¤ú‡K© wb‡¤œi aviYv¸‡jv cvIqv hvq-
1. e¨w³K weµ‡q †µZv I we‡µZvi gv‡S mivmwi Avjvc nq weµ‡qi D‡Ï‡k¨;
2. we‡µZvi `ÿ weµqKgx© cY¨ ev †mev m¤ú‡K© †gŠwLK Dc¯’vcbvi gva¨‡g †µZv ev †fv³v‡K cY¨ m¤ú‡K©
aviYv cÖ`vb K‡i;
3. `ÿ weµqKgx© cY¨ m¤úwK©Z Dc¯’vcbvi gva¨‡g cY¨ µ‡qi myweav, Dc‡hvwMZv I eënvi cÖYvwj m¤ú‡K©
Z_¨ cÖ`vb K‡i;
BDwbU bq c„ôvÑ186
4. weµqKgx© e¨w³MZ cÖ‡ivPbvg~jK Dc¯’vcbvi gva¨‡g †µZv‡K cY¨ µ‡q DrmvwnZ K‡i;
5. wØ-gyLx †hvMv‡hvM _vKvi Kvi‡Y †fv³vi Awfe¨w³ I cÖwZwµqv Rvbv hvq;
6. e¨w³K weµ‡qi gva¨‡g cY¨ msµvšÍ Z_¨ cÖ`vb, c‡Yï êwkó¨vewj Dc¯’vcb Ges wbw`©ó Pvwn`v cwic~i‡Y
me©vwaK Dc‡hvwMZv cÖvwß m¤ú‡K© AewnZ K‡i †µZv‡ì Pvwn`vi m‡ev©”P mš‘wó m¤ú‡K© m‡PZb K‡i †Zvjv
nq|
7. GwU GKwU m„Rbkxj cÖwµqv; KviY G cÖwµqvq †µZv‡ì `„wó‡KvY †_‡K Pvwn`v I mgm¨v Abyave‡bi †Póv
K‡i mgm¨v mgvav‡bi cÖ‡Póv MÖnY Kiv n‡q _v‡K|
cwi‡g‡l ejv hvq †h, e¨w³K weµq n‡jv Ggb GKwU weµq cÖmvig~jK eë¯’v hvi gva¨‡g †µZvi wbKU cY¨ ev
†mevi ¸Yv¸Y I Dc‡hvwMZv Zz‡j aivi gva¨‡g cY¨ µ‡q AvMÖnx K‡i †Zvjv nq|e¨w³K weµ‡qi gva¨‡g †µZv‡ì
Av¯’v AR©‡bi †Póv Pvjv‡bv nq Ges †µZv‡ì cY¨ I †mev m¤ú‡K© AewnZ Kivi j‡ÿ¨ wewfbœ wkÿvg~jK Kvh©µg
MÖnY Kiv nq|
weµwqKZv m¤úwK©Z aviYv (Concept of Salesmanship)

mvaviY A‡_©, weµwqKZv ej‡Z weµqKgx©i weµq †KŠkj‡K †evSv‡bv nq|Ab¨ A‡_©, †h †KŠkj ev cš’v Aej¤^b
K‡i weµqKgx© m¤¢ve¨ †µZv ev †fv³v‡K AvK…ó K‡i I cY¨ ev †mev m¤ú‡K© AvMÖnx K‡i †Zv‡j, Zv‡KB weµwqKZv
e‡j|
wb‡¤œ weµwqKZvi wKQz msÁv D‡jøL Kiv n‡jv:
Pollai and Bagavathi weµwqKZvi †h msÁv cÖ`vb K‡i‡Qb Zv n‡jv,“Salesmanship is seller-
initiated effort that provides prospective buyers with information and motivates or
persuades them to make favorable buying decisions concering the seller’s products or
services.” A_©vr weµwqKZv n‡jv we‡µZv KZ…K
© M„nxZ cÖ‡Póv hv m¤¢ve¨ †µZv‡ì Z_¨ cÖ`vb K‡i Ges
we‡µZvi cY¨ ev †mev µ‡qi c‡ÿ wm×všÍ MÖn‡Yi Rb¨ cÖ‡ivwPZ K‡i|
Garfield Blake-Gi g‡Z,“Salesmanship consists of winning the buyer’s confidence for the
seller’s house and goods, thereby winning a regular and permanent customer.” A_©vr
weµwqKZv n‡jv Ggb GK ai‡bi cÖ‡Póv hvi gva¨‡g we‡µZv Zvi eëmv¯’j I cY¨ m¤ú‡K© †µZv‡ì Av¯’v
AR©b K‡i Zv‡ì‡K ¯’vqx MÖvn‡K cwiYZ K‡i|
msÁv¸‡jvi Av‡jv‡K ejv hvq †h, weµwqKZv n‡jv e¨w³K weµ‡qi GKwU ¸iæZ¡c~Y© Ask| weµwqKZvi †KŠk‡ji
gva¨‡g cY¨ ev †mev m¤ú‡K© †µZvi g‡b AvMÖn m„wó Kiv nq I cY¨ weµq K‡i mym¤úK© cÖwZôvi gva¨‡g ¯’vqx‡µZvq
cwiYZ Kiv nq|
weµwqKZv: Kjv, weÁvb bvwK †ckv (Salesmanship: Art, Science or Profession)

Aa¨qb, cÖZ¨ÿY Ges AwfÁZvi gva¨‡g mwVK c×wZ ev †KŠkj AvqZ¡ Kiv‡KB mvaviYfv‡e Kjv ejv nq|
Kvh©`ÿZvi Dbœqb cÖwZfvi wfwË‡Z nq Ges welqvewj ¸iæ‡Z¡i mv‡_ Aa¨qb ev we‡kl AwfÁZvG‡ÿ‡Î Kvh©Ki
f‚wgKv cvjb K‡i _v‡K| Giƒc `„wó‡KvY †_‡K weµwqKZv‡K Kjv wn‡m‡e AvL¨vwqZ Kiv hvq|Avevi †Kvb welq
m¤ú‡K© mymsMwVZ Ávb n‡jv weÁvb| weµwqKZv‡KI weÁvb wn‡m‡e aiv nq, KviY weµqKvh© KZ¸‡jv mvaviY
bxwZ Ges m~Î Øviv cwiPvwjZ nq| Ab¨w`‡K, RxweKv AR©b, D”Pgv‡bi wkÿv I we‡kl cÖwkÿ‡Yi wgwjZ iƒc n‡jv
†ckv| †mB ‡ÿ‡ÎI weµwqKZv‡K †ckv ejv hvq| myZivs weµwqKZv‡K Kjv, weÁvb I †ckvi mgwš^Z iƒc ejv
hvq|
BDwbU bq c„ôvÑ 187

e¨w³K weµq I weµwqKZvi cÖ‡qvRbxqZv (Importance of Personal Selling and Salesmanship)

e¨w³K weµq‡K e¨w³MZ weÁvcb bv‡g AwfwnZ Kiv hvq| KviY, m¤¢ve¨ †µZv‡ì wbKU cY¨ msµvšÍ hveZxq
Z_¨vw` Avjvc-Av‡jvPbvi gva¨‡g Dc¯’vcb K‡i cY¨ µ‡q AvMÖnx K‡i †ZvjvB weµqKgx©i gyL¨ KvR| wb‡¤œ e¨w³K
weµ‡qi ¸iæZ¡ Av‡jvPbv Kiv n‡jv-
1. c‡Yï Pvwn`v m„wó (Creation of Product Demand): wecYbKvixi c‡ÿ ïaygvÎ weÁvc‡bi Øviv
c‡Yï e¨vcK Pvwn`v m„wó Kiv m¤¢e bq| GKB mv‡_ gv‡K©wUs cÖ‡gvk‡bi Ab¨vb¨ cš’vI MÖnY Kivi cÖ‡qvRb
nq| e¨w³K weµq cÖwµqv mivmwi †µZv‡ì m‡½ †hvMv‡hvM m„wói gva¨‡g c‡Yï evRvi m„wó Ges weµ‡qi
cwigvY e„w× Ki‡Z mnvqZv K‡i| d‡j wecYbKvix cÖwZôv‡bi A_©‰bwZK Kvh©µg‡K mPj ivLv m¤¢e nq|
2. ‡hvMv‡hvM m„wó (Establishing Communication): c‡Yï weµq e„w×i Rb¨ e¨w³K weµq GKwU
we‡kl ai‡bi cÖwµqv| weµqKg©x Drcv`K Ges †µZv‡ì g‡a¨ †hvMv‡hv‡Mi †mZzeÜb wn‡m‡e KvR K‡i|
cÖ‡gvk‡bi Ab¨vb¨ nvwZqvi Øviv e¨vcK RbmvaviY‡K cY¨ m¤^‡Ü AewnZ K‡i e¨w³K weµqKvh© m¤úv`b
Ki‡Z nq|
3. evRvi m¤úªmvib (Expanision of Market): e¨w³K weµq GK ai‡bi †KŠkj hv c‡Yï evRvi
m¤úªmvi‡Y mnvqZv K‡i| weµqKgx© Giƒc †KŠkj cÖ‡qvM K‡i m¤¢ve¨ †µZv‡ì gb¯ÍZ‡¡ K cÖfvweZ K‡i
Ges Zv‡ì‡K c‡Yï wbqwgZ †µZvq cwiYZ K‡i| Giƒc Kvh©µ‡gi d‡j c‡Yï e¨vcK Pvwn`v m„wó Ges
evRv‡ii cwiwa †`kxq mxgvbv AwZµg K‡i AvšÍRv© wZK ch©vq ch©šÍ we¯Í…Z nq|
4. Z_¨vewj Dc¯’vcb (Presentation of Information): bZzb A_ev cyivZb c‡Yï ¸Yvewj I eënvi
wewa eY©bvi gva¨‡g weµqKgx© cY¨ µ‡q †µZv‡K DØy× Ki‡Z †Póv K‡i| weµwqKZvi gva¨‡g c‡Yï
DrKl©Zv, Zzjbvg~jK Dc‡hvwMZv, eënvi wewa, cÖwZôv‡bi Z_¨vewj BZ¨vwÌ Dc¯’vcb Kiv nq|
5. bZzb cY¨ cÖeZ©b (Introducing New Product): evRv‡i AvMZ bZzb cY¨ m¤^‡Ü m¤¢ve¨ †µZv‡ì‡K
Rvbv‡bv weµq D‡`¨v‡Mi GKwU Ab¨Zg KvR| Giƒc KvR myôyfv‡e m¤úv`‡bi Dci c‡Yï weµq wbf©i
K‡i| ZvQvov, gvbwmK Kvi‡YI A‡bK mgq m`¨ AvMZ cY¨ MÖn‡Y †µZviv ivRx _v‡K bv| e¨w³K
weµ‡qi gva¨‡g mivmwi †µZv‡ì m‡½ †hvMv‡hvM K‡i cY¨ msµvšÍ welq Zz‡j aiv m¤¢e nq| ZvB bZzb
ch©v‡q †µZv‡ì‡K cY¨ µ‡q cÖ‡ivwPZ Kivi Rb¨ e¨w³K weµq Ab¨Zg †KŠkj wn‡m‡e we‡ewPZ nq|
6. Pvwn`vi w¯’wZkxjZv iÿv (Stability of Demand): bZzb c‡Yï Avwef©ve A_ev cÖwZ‡hvMx c‡Yï weµq
cÖmvig~jK Kvh©µg MÖn‡Yi d‡j Pvwn`v n«vm †c‡Z cv‡i| Giƒc Ae¯’vq `ÿ weµqKgx© weµq‡KŠkj cÖ‡qvM
K‡i wbR c‡Yï Pvwn`v Ae¨vnZ ivL‡Z f‚wgKv cvjb Ki‡Z cv‡i|
7. cÖwZ‡hvwMZv †gvKv‡ejv (To Face Competition): eZ©gvb Zxeª cÖwZ‡hvwMZvg~jK evRv‡i cÖwZ‡hvwMZvq
wU‡K _vKvi Rb¨ myôz I cwiKwíZ cš’vq weµq Kvh©µg cwiPvjbv Acwinvh©| G‡ÿ‡Î weµqKgx©i
AwfÁZv, `ÿZv Ges Dcw¯’Z eyw× we‡kl mnvqK nq| ZvB ejv hvq, cÖwZ‡hvwMZv †gvKv‡ejvq e¨w³K
weµq ¸iæZ¡c~Y© f‚wgKv iv‡L|
8. gybvdv e„w× (To Increase Profit): eZ©gvb cÖwZ‡hvwMZvg~jK evRv‡i c‡Yï g~j¨ e„w× Øviv cÖwZôv‡bi
gybvdv e„w× Kiv m¤¢e bq| GKvi‡Y †µZv‡ì mš‘wó weav‡bi gva¨‡g weµ‡qi cwigvY e„w× Øviv †gvU
gybvdv e„w× Ki‡Z nq| e¨w³K weµq gybvdv e„w×‡Z e¨vcK f‚wgKv iv‡L|
9. m¤úK© I mn‡hvwMZv m„wó (Creating Relation and Cooperation): weµqKgx©i eënvi Ges AvPiY
cY¨ weµ‡q mnvqZv K‡i| AvšÍwiK AvPiY Ges gayi eënvi †µZv Ges we‡µZvi g‡a¨ e¨w³MZ m¤úK©
m„wó Ki‡Z cv‡i| Giƒc †ÿ‡Î cY¨ µ‡qi wm×všÍMnÖ ‡Y †µZviv we‡µZvi mn‡hvwMZv MÖnY K‡i| GQvov
A‡bK †ÿ‡Î cvwievwiK m¤úK© m„wó‡ZI weµqKgx©i f‚wgKv jÿ¨ Kiv hvq|
10. Av¯’v ¯’vcb (Establishing Confidence): e¨w³K weµq †µZv‡ì wbKU cÖwZôv‡bi BwZnvm Ges
msµvšÍ Z_¨vw` Zz‡j a‡i c‡Yï DrKl©Zv Ges cÖvwßi wel‡q wbðqZv cÖ`vb K‡i|Gfv‡e cÖwZôvb Ges cY¨
m¤^‡Ü GKwU AbyK‚j fvegywZ© Movi †Póv Kiv nq| Giƒc cÖ‡Póv cÖwZôvb Ges c‡Yï cÖwZ †µZv‡ì Av¯’v
¯’vc‡b mnvqK nq, hv cÖKvivšÍ‡i c‡Yï weµq e„w× K‡i|
11. Z_¨ msMÖn I mieivn (Data Collection and Supply): e¨w³K weµq cÖwµqvq †µZvi m‡½ mivmwi
†hvMv‡hvM m„wó nq weavq †µZvi cQ›`, iæwP, Pvwn`v, d¨vkb cwieZ©b BZ¨vw` msµvšÍ Z_¨vw` msMÖn Kiv
m¤¢e nq| msM„nxZ Z_¨vewji wfwË‡Z weµqaviv we‡kølY K‡i fwel¨‡Z c‡Yï cwieZ©b ev Dbœqb m¤^‡Ü
civgk© cÖ`vb Kiv m¤¢e nq|
12. Kg©ms¯’vb (Employment): e¨w³K weµq cÖwµqv GKwU †ckv wn‡m‡e ¯^xK…Z| G cÖwµqvq RwoZ
e¨w³MY Kg©ms¯’v‡bi Øviv wb‡R‡ì Avw_©K Ae¯’vi DbœwZi mv‡_ mv‡_ †µZv‡ìI wewfbœ my‡hvM-myweav
e„w× K‡i _v‡K| weµwqKZvi cÖfv‡e c‡Yï Drcv`b Ges weµ‡qi cwigvY e„w× cvq| weµq e„w×i d‡j
†fv‡Mi cwigvY e„w× cvq| †fvM e„w× cvIqvq bZzb wkí KviLvbv ¯’vwcZ nq| d‡j Kg©ms¯’vb e„w× cvq|
13. e¨w³MZ cÖPvi (Self Publicity): e¨w³MZ weµq cÖwµqvq e¨w³ mivmwifv‡e RwoZ _vKvq cÖwZôvb ev
cY¨ msµvšÍ Z_¨vewj QvovI e¨w³MZ Z_¨vewj Dc¯’vc‡bi gva¨‡g cY¨ µ‡q DØy× Kiv m¤¢e nq| ZvQvov,
weµqKg©xi AgvwqK eënvi, b¤ª AvPiY Ges †gvnbxq e¨w³Z¡ †µZv‡ì g‡a¨ f`ªZv, wkóvPvi BZ¨vwì
cÖmvi NUvq|
14. RxebhvÎvi gvb Dbœqb (Development of Living Standard): e¨w³K weµq cÖwµqvq GKw`‡K †hgb
Kg©ms¯’v‡bi my‡hvM m„wó nq, Ab¨w`‡K †Zgwb †µZv‡ì †fvM e„w×‡Z mnvqZvKi‡Yi gva¨‡g RxebhvÎvi
gvb Dbœq‡b mnvqZv K‡i| G ai‡bi Kvh©µg myôzfv‡e †µZv‡ì wbKU cY¨ mieivn K‡i êwPÎ¨gq cY¨
†fv‡M DØy× K‡i| d‡j RxebhvÎvi gvb Dbœqb N‡U|
cwi‡k‡l ejv hvq, e¨w³K weµq cY¨ weµ‡qi Ab¨Zg GKwU †KŠkj Ges Gi gva¨‡g m¤¢ve¨ †µZvi wbKU cY¨
weµ‡qi †Póv Kiv nq| GQvovI,cÖZ¨ÿ I c‡ivÿfv‡e Gi mvgvwRK ¸iæZ¡ i‡q‡Q|
e¨w³K weµq I weÁvc‡bi g‡a¨ cv_©K¨ (Differences between Personal Selling and Advertising)
e¨w³K weµq Ges weÁvcb DfqB wecYb cÖmv‡ii Ab¨Zg nvwZqvi| mvaviYZ †µZv‡ì m‡½ mivmwi Avjvc-
Av‡jvPbvi gva¨‡g c‡Yï wecYb eë¯’vi Dbœq‡b e¨w³K weµq‡qi f‚wgKv jÿ Kiv hvq| Aciw`‡K, ˆbe©¨w³K
Dcv‡q Rbmvavi‡Yi `„wó AvKl©‡Yi Dci MYgva¨gmg~‡n cY¨ ev †mev msµvšÍ welvw` Dc¯’vcbB weÁvcb| myZivs
e¨vw³K weµq Ges weÁvc‡bi g‡a¨ wb‡¤œv³ cv_©K¨¸‡jv jÿ¨ Kiv hvq-
cv_©‡Kï welq e¨w³K weµq weÁvcb

1. cÖ‡Póv e¨w³MZ †hvMv‡hv‡Mi gva¨‡g cY¨ ev †mev g~jZ gyw`ªZ cš’’vq m¤¢ve¨ †µZv‡ì wbKU
weµ‡qi †Póv Kiv nq| cY¨ ev †mevi Z_¨ Dc¯’vcb Kiv nq|
2. gva¨g Giƒc Kvh©µg e¨w³MZ ch©v‡q m¤úvw`Z nq| e¨vcK MYgva¨gmg~‡ni mvnv‡h¨ weÁvcb
cwiPvwjZ nq|
3. †hvMv‡hvM Giƒc Kvh©µg e¨w³MZ Ges Zv g~jZ wØ-gyLx Giƒc Kvh©µg mgwš^Z GKgyLx †hvMv‡hvM
cÖwµqv †hvMv‡hvM cÖwµqv| cÖwµqv|
4. mvov cÖvwß Giƒc Kvh©µg Øviv cÖZ¨ÿ Ges `ªæZ mvov Giƒc Kvh©µg mgwš^Z n‡jI mvov †ìx‡Z
cvIqv hvq| cvIqv hvq|
5. weµq Giƒc Kvh©µg Øviv cÖZ¨ÿfv‡e weµq m¤úbœ †µZv‡ì µq ¯ú„nv m„wói Rb¨ cÖ‡qvRbxq
nq| c`‡ÿc MÖnY Kiv nq|

cv_©‡Kï welq e¨w³K weµq weÁvcb

6. Kvh©vi‡¤¢i weµq Kvh©µg MÖn‡Yi c~‡e© Giƒc Kvh©µg weµq Kvh©µg MÖn‡Yi c~‡e©I Giƒc Kvh©µg
mgq Avi¤¢ nq bv| Avi¤¢ n‡Z cv‡i|
7. Z_¨ msMÖn cY¨ ev †mev weµq Kiv Qvov I mswkøó welq Giƒc Kvh©µg c‡Yï weµq e„w×i m‡½
m¤ú‡K© Z_¨ msMÖn Kiv nq| mswkøó| ZvB mswkøó welq m¤ú‡K© AwZwi³
Z_¨ msMÖn Kiv hvq bv|
8.wbqš¿Y weµq e„w×i Rb¨ M„nxZ †KŠkj ev c×wZ¸‡jv weÁvcb gva¨g, weÁvcbx ms¯’vi ØvivI
eë¯’v cy‡ivcywi cÖwZôv‡bi wbqš¿‡Y _v‡K| wbqwš¿Z n‡Z cv‡i|
9. m¤úK© †µZv ev m¤¢ve¨ †µZv‡ì m‡½ A‡bK †ÿ‡Î weÁvcb c‡ivÿ Kvh©µg weavq Giƒc
e¨vw³MZ m¤ú‡K©i m~Pbv nq| cÖZ¨vkv Kiv hvq bv|
10. msev` e¨vcKfv‡e cY¨ msµvšÍ welqvw` Zz‡j aiv mvaviYZ wbqwgZ I ch©vqµwgK nIqvq
m¤¢e nq bv| cybtcybt Z_¨vw` Zz‡j aiv m¤¢e nq|
11. e¨w³K weµq RbM‡Yi wbKU AwaK gvÎvq weÁvc‡bi MÖnY‡hvM¨Zv Ges wek¦vm‡hvM¨Zv
MÖnY‡hvM¨Zv MÖnY‡hvM¨ nq| Zzjbvg~jKfv‡e Kg|
cwi‡k‡l ejv hvq, e¨w³K weµq Kvh©µg, weÁvc‡bi mnvqK Kvh©µg wn‡m‡e MY¨ nq| weÁvcb cÖ`vb Kiv n‡j
e¨w³K weµq Kvh©µ‡g mdjZv AR©‡bi my‡hvM e„w× cvq|
‡Kvb& ai‡Yi cY¨ weµ‡qi †ÿ‡Î wecYbKvix e¨w³K weµq eënvi Ki‡Z
wkÿv_©xi KvR
AvMÖnx _v‡K?
mvims‡ÿc:
weµ‡qi D‡Ï‡k¨ GK ev GKvwaK m¤¢ve¨ †µZvi m‡½ AvjvcKv‡j †gŠwLKfv‡e c‡Yï Dc¯’vcb‡K e¨w³K weµq
ejv nq| e¨w³K weµ‡qi gva¨‡g cY¨ msµvšÍ Z_¨ cÖ`vb, c‡Yï êwkó¨vewj Dc¯’vcb Ges wbw`©ó Pvwn`v
cwic~i‡Y me©vwaK Dc‡hvwMZv cÖvwß m¤ú‡K© AewnZ K‡i †µZv‡ì m‡ev©”P mš‘wó m¤ú‡K© m‡PZb K‡i †Zvjv
nq| Ab¨w`‡K, weµwqKZv ej‡Z weµqKgx©i weµq †KŠkj‡K †evSv‡bv nq| weµq cÖmv‡ii gva¨g wn‡m‡e
e¨w³K weµq cÖwZôv‡bi weµq e„w×i mv‡_ mv‡_ mvgvwRK I A_©‰bwZKfv‡e f~wgKv iv‡L| e¨w³K weµq c‡Yï
Pvwn`v m„wó, ‡hvMv‡hvM m„wó, evRvi m¤úªmviY, Z_¨vewj Dc¯’vcb, bZzb cY¨ cÖeZ©b, Pvwn`vi w¯’wZkxjZv iÿv,
cÖwZ‡hvwMZv †gvKv‡ejv, gybvdv e„w×, m¤úK© I mn‡hvwMZv m„wó, Av¯’v ¯’vcb, Z_¨ msMÖn I mieivn, Kg©ms¯’vb
Ges e¨w³MZ cÖPv‡i Ae`vb iv‡L|
cv‡VvËi g~j¨vqb- 9.1

1| e¨w³K weµ‡qi gva¨‡g †h ai‡bi Dc‡hvM m„wó nq-
i) ¯’vbMZ ii) mgqMZ iii) Z_¨MZ
K) i L) ii I iii
2| weµwqKZv cY¨ ev †mev weµ‡qi †Kvb &ai‡bi †KŠkj?
K) e¨w³MZ †KŠkj L) cÖvwZôvwbK †KŠkj
M) `jMZ †KŠkj N) AcÖvwZôvwbK †KŠkj
3| †µZvi Av¯’v wK‡mi gva¨‡g AwR©Z nq?
K) weµqKg©xi mybvg Øviv L) weµqKg©xi †KŠkj Øviv
M) weµqKg©xi A_©ms¯’vb Øviv N) weµqKg©xi ‰ewkó¨ Øviv|
4| †Kvb&wU weµwqKZvi A_©‰bwZK D‡Ï‡k¨?
K) weµq e„w× L) mybvg e„w×
M) Kg©ms¯’vb m„wó N) Drcv`b e„w×
5| †Kvb&wUi gva¨‡g me‡P‡q `ªæZ †µZvi g‡bvfve Rvbv hvq?
K) weÁvcb L) cÖPv‡ii
M) weµwqKZvi N) eë¯’vcbvi

cvV-9.2 weµqKgx©i ¸Yvejx I evsjv‡`‡ki †cÖwÿ‡Z e¨w³K weµq I

weµwqKZv
Qualities of Salespeople and Personal Selling and
Salesmanship: Bangladesh Perspective
D‡Ïk¨

 weµqKgx©i ¸Yvewj eY©bv Ki‡Z cvi‡eb; Ges
 evsjv‡`‡ki †cÖwÿ‡Z weµwqKZv I e¨w³K weµq Gi Kvh©µ‡gi mgm¨vmg~n e¨vL¨v Ki‡Z cvi‡eb|
AvZ¥wek¦vm, AvMÖnkxjZv, wgïK ¯^fve, cY¨ m¤úwK©Z Ávb|

weµqKgx©i ¸Yvejx (Qualities of Salespeople)

eZ©gvb cÖwZ‡hvwMZvc~Y© eëmv-evwY‡Rï RM‡Z cY¨-weµ‡q mdjZv AR©‡b weµqKgx©i ¸Yvewj AZ¨šÍ
¸iæZ¡c~Y© e‡j we‡ewPZ nq| †µZvmvaviY‡K AvK…ó K‡i ¯’vqx MÖvn‡K cwiYZ Ki‡Z n‡j GKRb weµqKgx©i gv‡S
A‡bK ai‡bi ¸Y _vKv Avek¨K| GKRb Av`k© weµqKgx©i ¸Yvewj wb‡¤œ †iLvwP‡Îi mvnv‡h¨ †`Lv‡bv n‡jv:
Av`k© weµq Kgx©i MyYvewj
kvixwiK MyYvewj gvbweK MyYvewj ˆbwZK I mvgvwRK Ab¨vb¨ MyYvewj

¸Yvewj
1. my`k©b †Pnviv 1. AvMÖnkxjZv 1. mZZv I wek¦¯ÍZv 1. wkÿv I AwfÁZv
2. my¯^v¯’¨ 2. AvZ¥wek¦vm 2. wgïK ¯^fve 2. cY¨m¤úwK©Z Ávb
3. myAf¨vm 3. AvšÍwiKZv 3. gvwR©Z eënvi 3. ev¯Íevqb m¤úwK©Z
4. wgó KÉ¯î 4. Zxÿè eyw×gËv 4. cÖ‡ivPbvi ÿgZv Ávb
5. DËg kÖeYkw³ 5. cÖLi ¯§„wZkw³ 5. im‡evaI AvKl©Yxq 4. wnmv‡e cvi`wk©Zv
6. my›ì Pvnwb I Zxÿè 6. cwikÖgx I Kómwnòz e¨w³Z¡
`„wókw³ 7. Amxg âh©
7. Agwjb nvwm
wPÎ 9.1: Av`k© weµqKgx©i ¸Yvewj
K. kvixwiK ¸Yvewj (Physical Qualities)

1. my`k©b †Pnviv (Handsome Appearence): gvbyl cÖvK…wZK wbq‡gB my›`‡ii c~Rvix| GKRb weµqKg©x
my›ì I AvKl©Yxq n‡j †m mn‡RB †µZv‡ì m„wó AvKl©Y Ki‡Z cv‡i| G Rb¨ DbœZ †`kmg~‡n weµqKg©x
wn‡m‡e my›ì ‡Pnvivi ‡Q‡j‡g‡q‡ì AwaK nv‡i wb‡qvM Ki‡Z †`Lv hvq|
2. my¯^v¯’¨ (Good Health): GKRb weµq Kg©x‡K Aek¨B my¯v^ ‡¯’ï AwaKvix n‡Z nq| ¯^v¯’¨ Lvivc n‡j
weµqKg©xi †mŠ›`h© webó nq, †gRv‡R fvimvg¨ _v‡K bv Ges AwaK cwikÖg KivI Zvi c‡ÿ m¤¢e nq bv|
3. myAf¨vm (Good Habits): weµq Kg©x‡K Aek¨B myAf¨v‡mi AwaKvix n‡Z nq| K_v ejvi mgq bvK
†LuvPv‡bv, Kvb PzjKv‡bv, gqjv I iæwPnxb †cvkvK cwiavb BZ¨vw` KzAf¨vm †µZv‡ì wbKU `„wóKUz g‡b
nq| ZvB †MvQv‡jv I wQgQvg ¯^fv‡ei gvbyl weµqKg©x wn‡m‡e fv‡jv Ki‡Z c‡i|
4. wgó KÉ¯î (Sweet Voice): †KvwK‡ji iƒc hvB †nvK bv †Kb, Zvi mywgó K‡Éi WvK mevB‡K †gvwnZ
K‡i| gvby‡li †ejvqI GKB K_v cÖ‡hvR¨| LmL‡m KKk© Mjvi AvIqvR †KDB cQ›` K‡i bv| ZvB
weµqKg©x‡K Aek¨B myK‡Éi AwaKvix n‡Z nq; hv mn‡RB †µZv‡ì `„wó AvKl©Y K‡i|
5. DËg kÖeYkw³ (Good Hearing Capacity): weµqKg©x‡K Kv‡R mdjZv AR©‡bi Rb¨ Aek¨B fv‡jv
kw³i AwaKvix n‡Z nq| †µZv‡ì Mjvi ¯î I evPbfw½i wfbœZv _vKvq weµqKg©x‡K g‡bv‡hvM w`‡q
†µZvi K_v ïb‡Z nq Ges cÖ‡kœi Reve w`‡Z nq|
6. my›ì Pvnwb I Zx² `„wókw³ (Good Look & Sharp Eye-sight): gvqvex Pvnwb I Zx² `„wó GKRb
DËg weµqKg©xi we‡kl ¸Y| Giƒc Pvnwb †hgwb gvby‡li gb‡K mn‡R cÖfvweZ K‡i, †Zgwb Zx² `„wókw³
_vK‡j mew`‡K h_vh_ bRi †i‡L KvR Kiv weµqKg©xi c‡ÿ mnR nq|
7. nvwmLywk †Pnviv (Smiling Face): mnR I cÖvYe¯‘ nvwm mn‡RB †µZv‡ì AvK…ó K‡i| weµqKg©xi
fvivµvšÍ gyL A‡bK mgqB †µZv‡ì wbiærmv‡ni KviY nq| nvwmgvLv gyL me mgqB †µZv‡ì g‡b
evowZ AvKl©‡Yi m„wó K‡i|
L) gvbwmK ¸Yvewj (Mental Qualities)
1. AvMÖnkxjZv (Eagerness): GKRb weµq Kg©x Zvi Kv‡Ri cÖwZ h‡_ó AvMÖnkxj bv n‡j Zvi c‡ÿ fv‡jv
weµqKg©x nIqv m¤¢e bq| g‡b ivLv cÖ‡qvRb KvR hZ †QvUB †nvK bv †Kb e¨vw³ hw` Zv‡K AZ¨šÍ Drmvn
I AvMÖnf‡i MÖnY K‡i Z‡e H Kv‡R mdjZv AR©b mnR nq|
2. AvZ¥wek¦vm (Self-confidence): `„p AvZ¥wek¦vm †h‡Kv‡bv gvbyl‡K mvnmx c`‡ÿc MÖn‡Y DØy× K‡i|
cY¨ ev †mevKg©‡K †µZvi wbKU MÖnYxq K‡i Zyj‡Z cvi‡e Ggb AvZ¥wek¦vm GKRb weµqKg©xi bv _vK‡j
Zvi c‡ÿ weµq Kv‡h© h_v_© f‚wgKv ivLv m¤¢e nq bv|
3. AvšÍwiKZ (Sincerity): GKRb Av`k© weµqKg©x‡K wbR †ckv Z_v †µZv‡ì m¤ú‡K© h‡_ó AvšÍwÍ iK
n‡Z nq| Giƒc Avš‘wiKZvi †Quvqv mn‡RB †µZv‡ì‡K cÖjyä K‡i I ¯’vqx MÖvn‡K cwiYZ K‡i|
4. Zxÿ¥ eyw×gËv (Sharp Intelligence): ‡µZv‡ì AvMÖn I AvPiY `ªæZ Abyaveb Ges †h‡Kv‡bv D™¢~Z
cwiw¯’wZ mn‡R †gvKv‡ejv Kivi Rb¨ GKRb weµqKg©x‡K Aek¨B Zx² eyw×gËvi AwaKvix n‡Z nq|
5. cÖLi ¯§„wZkw³ (Sharp Memory): GKRb weµqKg©xi cÖLi ¯§„wZkw³i AwaKvix nIqv Avek¨K| Gi
d‡j we‡µZv, †Kv‡bv ‡µZvi AZxZ Ae¯’v ev AZxZ †h‡Kv‡bv welqvw` we‡ePbvq G‡b mn‡RB cÖ‡qvRbxq
Kg©cš’’v MÖnY Ki‡Z cv‡i| G‡Z jÿ¨vR©b mnR nq|
6. cwikÖgx I Kómwnòz (Industrious and Enduring): GKRb weµqKg©x‡K cÖwZwbqZ wewfbœ ai‡bi
†µZv I cwiw¯’wZi †gvKv‡ejv Ki‡Z nq| G Qvov mKvj n‡Z ivZ ch©šÍ Zvi wekÖv‡gi my‡hvM _v‡K bv|
ZvB cwikÖgx I Kómwnòz bv n‡j fv‡jv weµqKg©x nIqv m¤¢e bq|
7. Amxg âh© (Endless Patience): Amxg âh© GKRb Av`k© weµqKgxi Av‡iKwU Ab¨Zg Acwinvh© ¸Y|
†ÿÎwe‡k‡l wewfbœ ai‡bi †µZv‡ì Amnbxq AvPiY I D™¢~Z RwUj cwiw¯’wZ mn‡R DËi‡Yi Rb¨ GKRb
weµqKg©xi Aek¨B Amxg âh© _vK‡Z nq|
L) ˆbwZK I mvgvwRK ¸Yvewj (Moral and Social Qualities)

1. mZZv I wek¦¯ÍZv (Honesty and Faithfulness):ÔmZZvB m‡e©vrK…ó bxwZÕ (Honesty is the best
policy) -G K_v g‡b †i‡LB GKRb weµqKg©x‡K KZ©e¨Kv‡R mr I wek¦¯Í n‡Z nq| Giƒc ¸Y we‡µZv‡K
†µZv‡ì wbKU AwaK Av¯’vkxj I wbf©i‡hvM¨ K‡i †Zv‡j|

2. wgïK ¯^fve (sociability): mn‡RB †µZv‡ì mv‡_ †gkvi ¸Y weµqKg©xi _vKv DwPZ| Giƒc ¸Y _vK‡j
†m mn‡RB †µZv‡ì‡K Avcb K‡i Zzj‡Z cv‡i Ges Zv‡ì gb Rq Ki‡Z cv‡i| G‡Z cY¨ weµq I
¯’vqx MÖvnK msMÖn mnR nq|
3. gvwR©Z eënvi (Polite manners): †µZviv me©`vB weµqKg©xi wbKU n‡Z gvwR©Z eënvi cÖZ¨vkv K‡i|
ZvB weµqKg©x‡K Aek¨B f`ª, b¤ª, AgvwqK I gvwR©Z eënv‡ii AwaKvix n‡Z nq|
4. cÖ‡ivPbvi ÿgZv (Convincing power): A‡bK mgq †µZviv cY¨ µ‡qi e¨vcv‡i wm×všÍnxbZvq
†fv‡M| †m-Ae¯’vq wbR cY¨ I †`vKvb m¤ú‡K© †µZv‡ì mwVKfv‡e cÖ‡ivwPZ Kiv †M‡j Zv AZ¨šÍ fv‡jv
dj †`q| G Rb¨ weµqKgx©i gv‡S Ab¨‡K cÖ‡ivwPZ Kivi ¸Y _vKv Avek¨K|
5. im‡eva (Sense of humour): GKRb Av`k© weµqKgx©i gv‡S nvjKv im‡evaI _vK‡Z nq| GwU
†µZv‡ì gb R‡q mnvqK f‚wgKv iv‡L| g‡b ivLv cÖ‡qvRb wbim I KvV‡LvÆv cÖK…wZi gvbyl‡ì †KDB
cQ›` K‡i bv|
6. AvKl©Yxq e¨w³Z¡ (Pleasing personality):K_v, KvR I AvPi‡Yi g‡a¨ GKRb weµqKgx©i AvKl©Yxq
e¨w³‡Z¡i cÖKvk NUv Avek¨K| Giƒc ¸Y _vK‡j mn‡RB †µZv‡ì gb Rq K‡i Zv‡ì‡K ¯’vqx MÖvn‡K
cwiYZ Kiv m¤¢e nq|
M. Ab¨vb¨ ¸Yvewj (Other Qualities)
1. wkÿv I AwfÁZv (Education and Experience): GKRb Av`k© weµqKgx©‡K Aek¨B wkÿv I
AwfÁZvq cvi`kx© n‡Z nq| wewfbœ ai‡bi †µZv‡ì mv‡_ Avjvc-Av‡jvPbv I mwVK AvPi‡Yi Rb¨ Zvi
wkwÿZ nIqv DwPZ| G QvovI weµq AwfÁZv G‡ÿ‡Î AZ¨šÍ g~jëvb wn‡m‡e we‡ewPZ nq|
2. cY¨ msµvšÍ Ávb (Knowledge of Commodity): weµxZ cY¨ I Gi wewfbœ weKí m¤ú‡K© GKRb
weµqKgx©i h‡_ó Ávb _vKv Avek¨K, hv‡Z †m †µZv‡ì GZ`msµvšÍ †h‡Kv‡bv cÖ‡kœi Reve Ges
cÖ‡qvRbxq Z_¨ I civgk© w`‡Z cv‡i|
3. wecYb m¤ú‡K© Ávb (Knowledge about Marketing): cY¨ wecYb msµvšÍ wewfbœ KvR; †hgb, cY¨
msMÖn, `vg wba©viY, ch©vwqZKiY, c¨vwKs BZ¨vw` wel‡q weµqKgx©i Ávb _vKv Avek¨K|
4. wnmv‡e cvi`wk©Zv (Efficiency in account Keeping): GKRb weµqKgx©‡K `ªæZ g~j¨ wbiƒc‡Yi Rb¨
wnmv‡e cvi`kx© n‡Z nq| G QvovI wnmve msiÿ‡Yi Dcvq-c×wZ m¤ú‡K©I Zvi h‡_ó aviYv _vKv
Avek¨K| wnmv‡e fzj n‡j eëmv‡q †hgb ÿwZ n‡Z cv‡i, †Zgwb †µZv‡ì Av¯’vI webó nq|
cwi‡k‡l ejv hvq, †Kvb weµqKgx©i g‡a¨ †Kvb †Kvb ¸Yvewj we`¨gvb _vK‡j Zv‡K DËg weµqKgx© ejv hv‡e Zv
GK K_vq ejv bv †M‡jI DcwiD³ ¸Y¸‡jv †Kvb weµqKgx©i g‡a¨ we`¨gvb _vK‡j †m DËg weµqKgx© wn‡m‡e
we‡ewPZ nq|
evsjv‡`‡ki †cÖwÿ‡Z weµwqKZv ev e¨w³K weµ‡qi Kvh©µ‡g mgm¨vmg~n (Challenges of Salesmanship or

Personal Selling in Bangladesh)
myôzfv‡e cY¨ wecY‡bi †ÿ‡Î weµqKvh©µg AZ¨šÍ ¸iæZ¡c~Y© we‡ewPZ n‡jI evsjv‡`‡k Giƒc KvR m¤úv`‡b
`ÿZvi Afve jÿ Kiv hvq| ZvB c‡Yï †jb‡`‡bI wewfbœ ai‡bi mgm¨vi m„wó nq| wewfbœ Kvi‡Y mvgvwRKfv‡e
weµqwe`¨v m¤§vbRbK †ckv wn‡m‡e ¯^xK…wZ bv cvIqvq †hvM¨ e¨w³iv G †ckv mn‡R MÖnY Ki‡Z Pvq bv| eva¨ n‡q
A‡b‡K G †ckv MÖnY Ki‡jI gvbwmKfv‡e wech©¯Í _v‡K| ZvB G ai‡bi Kvh©µg Dbœq‡bi Rb¨ Zviv †Zgb cÖ‡Póv
Pvjvq bv| d‡j weµ‡qi †ÿ‡Î wewfbœ mgm¨vi D™¢e nq| wb‡¤œ evsjv‡`‡k weµwqKZv ev e¨w³K weµq Kvh©µ‡gi
Ae¯’v Av‡jvPbv Kiv n‡jv:
1. mbvZb weµq c×wZ (Traditional Selling Procedure): evsjv‡`‡k RbmsL¨vi Zzjbvq cY¨
Drcv`‡bi cwigvY me©`vB Kg _vKvq evRvi cwiw¯’wZ we‡µZv‡ì wbqš¿‡Y _v‡K| B`vwbs wKQz wKQz c‡Yï
†ÿ‡Î cÖwZ‡hvwMZv m„wó n‡jI Drcv`b I wecYb eë¯’vi mgm¨v¸‡jvi mgvavb AvRI nqwb| evRv‡i
we‡µZv‡ì cÖvavb¨ _vKvq Zv‡ì AvPiY A‡bK mgqB Kvg¨ ch©v‡q _v‡K bv Ges mwVK AvPi‡Yi e¨vcv‡i
Zv‡ì †Zgb †Kvb ¯úó aviYv †bB ej‡jB P‡j|
2. ‡hvM¨ weµqKg©xi Afve (Lack of Qualified Salespeople): Ôweµq KvR AZ¨šÍ mnRÕ Giƒc aviYv
Avgv‡ì mgv‡R i‡q‡Q| ZvB †eKviZ¡ ‡NvPv‡bv Ges RxweKv wbe©v‡ni Rb¨ A‡b‡KB G ai‡bi Kv‡R
wb‡qvwRZ nq| AwfÁZv I `ÿZv Qvov G ai‡bi KvR Kiv hvq e‡j G KvR gh©v`vc~Y© †ckv
wn‡m‡eI¯^xK…wZ cvqwb| d‡j †hvM¨Zvm¤úbœ e¨w³iv G †ckvq Avm‡Z Pvqbv| G‡Z †hvM¨ weµqKg©xi
Afve me©`vB jÿ Kiv hvq|
3. A`ÿZv (Inadequate Skills): Avgv‡ì †`‡k LyPiv eëmv‡q weµqKg©x‡ì f~wgKv AZ¨šÍ †Rviv‡jv|
weµ‡qi KvR Kivi Rb¨ ‡Zgb †Kvb AwfÁZvi cÖ‡qvRb nq bv e‡j g‡b Kiv nq| d‡j weµqKg©xiv
`ÿZv AR©‡b m‡Pó nq bv| ZvQvov, weµqKg©x‡ì ev weµwqKZv‡K †ckv wn‡m‡e MÖn‡Y AvMÖnx‡ì
cÖwkÿY †`qvi Rb¨ Avgv‡ì †`‡k †Zgb †Kvb cÖwZôvb AvRI M‡o D‡Vwb|
4. A`ÿ eë¯’vcbv (Unskilled Management): evsjv‡`‡k cY¨ weµ‡q wb‡qvwRZ cÖwZôvb¸‡jv‡Z myôz
wbqš¿Y I eë¯’vcbvi Afve e¨vcK| cY¨ Drcv`b †_‡K ïiæ K‡i †fv³v‡ì nv‡Z †cŠQv‡bv ch©šÍ wewfbœ
†ÿ‡Î A‡bK iK‡gi wek„•Ljv _vKvq †µZv‡ì‡K mwVK cY¨ wbe©vP‡b mnvqZv Kiv m¤¢e nq bv| ZvQvov
cÖwkÿY I mn‡hvwMZvi Afve _vKvq eë¯’vcbvi bxwZmg~n ev¯Íevq‡b mgm¨v †`Lv †`q|
5. cÖZviYvi cÖeYZv (Fraudulent Eendency): evsjv‡`‡k AwaKvsk weµqKg©xB †µZv‡ì‡K cÖwZcÿ
g‡b K‡i| G‡`‡k cY¨ weµ‡q ì-KlvKwli cÖeYZv _vKvq we‡µZviv c‡Yï AwaK g~j¨ `vwe K‡i| AwaK
g~j¨ `vwei †hŠw³KZv Zz‡j aivi Rb¨ cY¨ m¤ú‡K© AwZiwÄZ eY©bvI Zviv †`q| G‡Z A‡bK mgq ‡µZviv
cÖZvwiZ nq|
6. Awbf©i‡hvM¨ e¨w³ (Unreliable Person): evsjv‡`‡k weµqKg©x‡ì‡K Awbf©i‡hvM¨ e¨w³ wn‡m‡e MY¨
Kiv nq| AwaKvsk weµqKg©xiv gvwjK cÿ I †µZv Df‡qi Kv‡QB Awbf©i‡hvM¨ e¨w³ wn‡m‡e MY¨ nq|
KviY G †ckvq wb‡qvwRZ e¨w³‡ì AwaKvs‡ki g‡a¨B ˆbwZKZvi Afve _v‡K|
7. †ckvMZ gh©v`v (Professional Status): G‡`‡k weµqwe`¨v ev weµwqKZv‡K †ckv wn‡m‡e †Zgb ¸iæZ¡
†`qv nq bv| weµq eë¯’v‡K DbœZ Ki‡Z n‡j weµ‡qi KvR‡K gh©v`vc~Y© †ckv wn‡m‡e cÖwZwôZ Kiv
cÖ‡qvRb| weµ‡qi KvR‡K AvKl©Yxq I gh©v`vc~Y© Kiv †M‡j wkwÿZ Ges `ÿ e¨w³iv G †ckvq wb‡qvwRZ
n‡e| G‡Z weµq eë¯’vq cwieZ©b Avm‡e|
8. weµqKg©x‡ì m¤ú‡K© †µZv‡ì ‡bwZevPK g‡bvfve (Negative Attitude of Customers towards
Salespeople): evsjv‡`‡k weµqKg©x‡ì m¤ú‡K© †µZv‡ì aviYv n‡”Q Zviv cY¨ m¤ú‡K© mwVK Z_¨
Zz‡j a‡i bv| weµq evov‡bvi Rb¨ fzj Z_¨ †`q| Giƒc ‡bwZevPK aviYv G †ckv‡K mevi wbKU
MÖnY‡hvM¨ K‡i Zzj‡Z evavMÖ¯Í K‡i|
cwi‡k‡l ejv hvq, AvRKvj wewfbœ Jla cÖ¯‘ZKvix cÖwZôvb, eûRvwZK †Kv¤úvwb Ges wKQz wKQz †`wkq †Kv¤úvwbI
weµqKg©x‡ì `ÿZv evov‡bvi Rb¨ cÖwkÿY w`‡”Q Ges `ÿ weµqKg©x‡ì‡K D”P †eZ‡b wb‡qvM w`‡”Q| G‡Z G
†ckvq wkwÿZ I `ÿ e¨w³iv Avmv ïiæ Ki‡jI GL‡bv Zv‡ì msL¨v A‡bK Kg|

wkÿv_©xi KvR weµqKgx©i ¸iæZ¡c~Y© 5wU ¸Y wjLyb|
mvims‡ÿc:
GKRb Av`k© weµqKgx©i KwZcq ¸Y _vKv cÖ‡qvRb hvi Dci Zvi Kv‡Ri mdjZv wbf©i K‡i| weµqKgx©i
¸Yvewj K‡qKwU fv‡M wef³- kvixwiK ¸Yvewj; gvbwmK ¸Yvewj; ˆbwZK I mvgvwRK ¸Yvewj Ges Ab¨vb¨
¸Yvewj|evsjv‡`‡k weµwqKZv I e¨w³K weµ‡qi †ÿ‡Î K‡qKwU êwkó¨ jÿ¨ Kiv hvq; h_v mbvZb weµq
c×wZ, ‡hvM¨ weµqKg©xi Afve, A`ÿZv, A`ÿ eë¯’vcbv, cÖZviYvi cÖeYZv, Awbf©i‡hvM¨Zv, †ckvMZ gh©v`v
I weµqKg©x‡ì m¤ú‡K© †µZv‡ì ‡bwZevPK g‡bvfve|

1| †Kvb&wU weµqKgx©i gvbwmK ¸Yvewji AšÍf³
y© ?
K) AvZ¥wbqš¿Y L) cwi”QbœZv
M) wgkyK ¯^fve N) cY¨ m¤ú‡K© Ávb
2| weµqKgx© †ckvMZ ¸Y †Kvb&wU?
K) cY¨ m¤ú‡K© Ávb L) `„p cÖZ¨q
M) AvšÍwiKZv N) iwmKZv‡eva
3| Abykxjbxi gva¨‡g weµqKgx© †Kvb& ¸Y AR©b Ki‡Z cv‡i?
K) AvKl©Yxq †Pnviv L) mijZv
M) `„wókw³ N) AvZ¥wbqš¿Y|
P~ovšÍ g~j¨vqb
m„Rbkxj cÖk-œ 1
GKwU weL¨vZ wefvMxq wecwY wewfbœ wefv‡M wkwÿZ I my`k©b weµqKg©x wb‡qvM w`‡q weµqKvh© cwiPvjbv K‡i|
Kg©x‡ì g‡a¨ mZZv I wbf©i‡hvM¨Zv evov‡bvi Rb¨ cÖwZôvbwU gv‡S gv‡S cÖwkÿ‡Yi eë¯’v K‡i| G cÖwZôv‡b
†µZviv G‡m wb‡R‡ì cQ›`bxq cY¨ µq Ki‡Z cv‡i, Avevi weµqKg©xivI †µZv‡ì Avk¦¯Í K‡i cY¨ m¤ú‡K©|
K. weµqKg©x †K? 1
L. Ôe¨w³K weµq GKwU wØgyLx †hvMv‡hvM c×wZÕ Ñ e¨vL¨v Kiæb| 2
M. DÏxc‡Ki cÖwZôvbwU weµqKg©x wb‡qv‡Mi †ÿ‡Î weµqKg©xi †Kvb& ai‡bi ¸Yvewji Dci ¸iæZ¡ Av‡ivc
K‡i‡Q? e¨vL¨v Kiæb| 3
N. Òmr I wbf©i‡hvM¨ weµqKg©x cÖwZôv‡bi mybvg e„w× K‡iÓ Ñ Avcwb wK G Dw³i mv‡_ GKgZ? weµqKg©xi
¸Yvewji aib D‡jøLc~e©K we‡kølY Kiæb| 4
m„Rbkxj cÖk-œ 2
wmgKv †Kv¤úvwb Zvi Drcvw`Z cY¨ weµ‡qi Rb¨ iwb I mwb bv‡g `yBRb weµqKgx©‡K wb‡qvM †`q| wb‡qv‡Mi ci
cÖwZôvbwU Zv‡ì‡K GK mßvn cÖwkÿ‡Yi gva¨‡g weµq Kv‡R cvi`k©x K‡i †Zv‡j| Zv‡ì Dci Awc©Z `vwqZ¡ Zviv
wbôvi mv‡_ cvjb K‡i| Zv‡ì wePÿYZv I eyw×gËvi Kvi‡Y Lye fv‡jvfv‡e weµq-jÿ¨ AR©b Kiv m¤¢e n‡”Q|
Zv‡ì Kg©`ÿZvq †Kv¤úvwb mš‘ó n‡q Zv‡ì‡K PvKwi‡Z c‡`vbœwZ †`qvi wm×všÍ MÖnY K‡i‡Q|
K. mvgvwRK ¸Yvewj Kx? 1
L. Ôe¨w³K weµq n‡jv cY¨ I †mevi †gŠwLK Dc¯’vcbvÕ Ñ e¨vL¨v Kiæb| 2
M. DÏxc‡Ki cÖwZôvbwU weµqKg©x wb‡qv‡Mi †ÿ‡Î †Kvb& ai‡bi ¸Yvewji Dci ¸iæZ¡ Av‡ivc K‡i? e¨vL¨v
Kiæb| 3
N. Avcwb wK g‡b K‡ib iwb I mwbi Kg©c‡Ö Póv wkÿvjä? DÏxc‡Ki Av‡jv‡K hyw³mn gZvgZ w`b| 4
m„Rbkxj cÖk-œ 3
ÒcÖwZfvÓ bvgK Lwyjbvi GKwU weL¨vZ wefvMxq wecwYwkwÿZ I my`k©b weµqKg©x wb‡qvM w`‡q cÖwZôvb cwiPvjbv
K‡i| Kg©x‡ì g‡a¨ mZZv I wbf©i‡hvM¨Zv evov‡bvi Rb¨ cÖwZôvbwU gv‡S gv‡S cÖwkÿ‡Yi eë¯’v K‡i| d‡j w`b
w`b weµqKg©xiv AwaKZi `ÿ n‡q DV‡Q|
K. weµqKg©x †K? 1
L. ÔweµqKg©x‡ì `ÿZv e„w×i Rb¨ cÖwkÿ‡Yi †Kvb weKí †bBÕ Ñ e¨vL¨v Kiæb| 2
M. DÏxc‡Ki cÖwZôvbwU weµqKg©x wb‡qv‡Mi †ÿ‡Î weµqKg©xi †Kvb& ai‡bi ¸Yvewji Dci ¸iæZ¡ Av‡ivc
K‡i‡Q? e¨vL¨v Kiæb| 3
N. ÒweµqKg©x‡ì wgïK ¯^fve I gvwR©Z eënvi †µZv‡ì‡K AvK…ó K‡iÓ Ñ Avcwb wK G Dw³i mv‡_
GKgZ? weµqKg©xi ¸Yvewji aib D‡jøLc~eK © we‡kølY Kiæb| 4
DËigvjv
cv‡VvËi g~j¨vqb- 9.1 : 1.M 2. K 3. L 4. K 5. M

cv‡VvËi g~j¨vqb- 9.2 : 1. K 2. K 3. N
fvebvi AšÍiv‡j
evsjv‡`‡k AvaywbK mycvi gv‡K©‡U weµqKgx‡ì‡K `ÿZvi mv‡_ KvR
Ki‡Z †`Lv hvq| ‡Kvb †µZv †cvlvK wKb‡Z Avm‡j Zviv †cvlv‡Ki
DcKiY, wWRvBb, is Gi ¯’vwqZ¡, `vg, d¨vkb, GgbwK Ab¨vb¨ †`vKvb
†_‡K Zviv wK wK myweav †ewk w`‡”Q mewKQz Rvbv‡Z †Póv K‡i| d‡j
†µZv †cvlvKwU m¤ú©‡K ‡R‡b µ‡qi wm×všÍ MÖnY K‡i| G‡ÿ‡Î
weµqKgx© KZUv `ÿZvi mv‡_ ‡µZv‡K AvMÖnx K‡i Zzj‡Z †c‡i‡Q Zv
Photo credit:/www.flickr.com
wbf©i K‡i Zvi weµq-†KŠkj ev weµwqKZvi `ÿZvi Dci|
Z_¨m~Î:
1. AMA. Definition of Marketing. Approved by American arketing Association.
6. Kotler, P. & Keller. K.L.Marketing Management. India. Pearson India Education Services.
7. Pillai, R.S. N.& Bagavathi, V. Marketing Management, S Chand & Co Ltd.

BDwbU
wecY‡b mgmvgwqK welqvewj
Contemporary Issues of Marketing
10
cÖhyw³i AvaywbKvq‡bi d‡j eëmvwqK cwi‡e‡k cÖwZw`b cwieZ©b Avm‡Q| GBme cwieZ©‡bi Kvi‡Y †µZv I
†fv³vi Rb¨ wecYbKvix cY¨ wecYb Kvh©µ‡g wewfbœ my‡hvM-myweav w`‡Z cvi‡Q| G‡Z †fv³vi Pvwn`v c~i‡Yi mv‡_
mv‡_ Zv‡ì‡K mš‘ó Kiv m¤¢e n‡”Q I `xN©‡gqv‡` m¤úK© ˆZwi Kiv hv‡”Q| eZ©gv‡b wecYb eë¯’vq †hme cwieZ©b
`„k¨gvb, †m m¤ú‡K© G BDwb‡U Av‡jvPbv Kiv n‡q‡Q| G BDwb‡U avivevwnKfv‡e wecYb †ÿ‡Î mvZwU mgmvgwqK
welq Av‡jvKcvZ Kiv n‡q‡Q| †m¸‡jv n‡jv cÖZ¨ÿ wecYb, AbjvBb wecYb, cwiKwíZ wecYb, †PBb †÷vi,
wWcvU©‡g›Uvj †÷vi, mycvi gv‡K©U I wMªb gv‡K©wUs| G welq¸‡jv m¤ú‡K© cÖv_wgK aviYv I êwk‡óï mv‡_ mv‡_
Zv‡ì myweav I Amyweav Av‡jvPbv Kiv n‡q‡Q| G BDwb‡Ui gva¨‡g wkÿv_©x wecY‡bi mv‡_ mswkøó mgmvgwqK
welq¸‡jv m¤ú‡K© cwi®‹vi aviYv jvf Ki‡Z cvi‡e|
cvV-1 : cÖZ¨ÿ wecYb
cvV-2 : AbjvBb wecYb
cvV-3 : cwiKwíZ wecYb
cvV-4 : †PBb †÷vi
cvV-5 : wWcvU©‡g›Uvj †÷vi
cvV-6 : mycvi gv‡K©U
cvV-7 : wMÖb gv‡K©wUs
cvV-10.1 cÖZ¨ÿ wecYb

Direct Marketing
D‡Ïk¨

• cÖZ¨ÿ wecYb m¤ú‡K© aviYv Ki‡Z cvi‡eb;
• cÖZ¨ÿ wecY‡bi myweav I Amyweav Rvb‡Z cvi‡eb; Ges
• cÖZ¨ÿ wecY‡bi cš’vmg~n e¨vL¨v Ki‡Z cvi‡eb|
†Uwj gv‡K©wUs, mivmwi WvK gv‡K©wUs, K¨vUvjM gv‡K©wUs, cÖZ¨ÿ mvov,

‡Uwjwfkb gv‡K©wUs, wKq¯‹ gv‡K©wUs|
cÖZ¨ÿ wecYb m¤úwK©Z aviYv (Concept of Direct Marketing)

eZ©gvb mg‡q wewfbœ cÖwZôvb †gvevBj †dvb, B-‡gBj, I AbjvB‡b m¤¢ve¨ †µZvi mv‡_ †hvMv‡hvM K‡i
cÖwZôv‡bi cY¨ I †mev m¤ú‡K© aviYv cÖ`vb K‡i| GgbwK †m mgq †µZv ‡Kvb cY¨†K AvKl©Yxq g‡b Ki‡j Ges
‡mwUµ‡qi Rb¨ AvMÖn cÖKvk Ki‡j, wecYbKvix ‡µZvi Kv‡Q cY¨ mieivn Kivi cÖ‡qvRbxq eë¯’v MÖnY K‡i|
cÖZ¨ÿ wecY‡bi gva¨‡g ‡µZviv GLb wbZ¨ eënvh© wewfbœ cY¨,‡hgb †cvkvK, Lvevi, M„n¯’vjx cY¨ BZ¨vw` µq
Ki‡Z cv‡i| †µZvLye mn‡RB wecYbKvixi wbR¯^ ‡dmeyK †cBR ev I‡qemvBU †_‡K A_ev †Uwj‡dv‡bi gva¨‡g
c‡Yï ZvwjKv †`‡L cQ›`bxq c‡Yï AW©vi w`‡Z cv‡i| Ab¨w`‡K wecYbKvix c‡Yï AW©vi cvevi ci †m cY¨
K¨vk Ab †Wwjfvwi, †gvevBj gvwb UªvÝdvi mvwf©m ev †µwWU Kv‡W©i gva¨‡gg~j¨ cwi‡kva Kiv mv‡c‡ÿ †µZvi
wbKU mieivn Ki‡Z cv‡i|
cÖZ¨ÿ wecYb n‡jv AvaywbK hy‡M Ggb GK ai‡Yi wecYb eë¯’v hvi gva¨‡g jÿ¨w¯’Z †fv³v‡ì mv‡_ mivmwi
†hvMv‡hvM Kiv hvq Ges `xN©¯’vqx †µZv-m¤úK© m„wó Kiv nq| cÖZ¨ÿ wecY‡bi gva¨‡g †Kvb iKg ga¨¯’eëmvqx
QvovB ‡µZv‡ì mv‡_ mivmwi †hvMv‡hvM K‡i cY¨ µ‡qi Av‡`k MÖnY K‡i Ges †mB Abyhvqx cY¨ mieivn K‡i|
cÖZ¨ÿ wecYb m¤ú‡K© wewfbœ e¨w³ wewfbœ msÁv cÖ`vb K‡i‡Qb-
Philip Kotler & Gary Armstrong Gi g‡Z,“Direct Marketing involvs engaging directly with
carefully targeted individual consumers and customer communities to both obtain an
immediate response and cultivate lasting customer relationships” A_©vr cÖZ¨ÿ wecYb n‡jv
ZvrÿwYKfv‡e mvov cvIqvi Rb¨ I `xN©‡gqv‡` †µZv-m¤úK© Dbœq‡bi Rb¨ mZ©Kfv‡e Afxó †fv³v I ‡µZv
mgv‡Ri mv‡_ mivmwi †hvMv‡hvM ¯’vc‡bi gva¨g|
Direct Marketing Association-Gi cÖ`Ë msÁv“Direct Marketing is an interactive form of
marketing using one or more advertising media to affect a measurable response and/or
transaction at any location.” A_©vr cÖZ¨ÿ wecYb n‡jv GK ai‡bi cv¯úwiK wµqvkxj wecYb hv GK
ev GKvwaK weÁvcb-gva¨g eënvi K‡i‡h†Kvb ¯’v‡bcwigvc‡hvM¨ ‡µZvi mvov Ges †jb‡`b‡K cÖfvweZ
Ki‡Z cv‡i|
Dc‡ii Av‡jvPbv I msÁvi Av‡jv‡K cÖZ¨ÿ wecY‡bi wb‡¤œv³ êwkó¨¸‡jv wPwýZ Kiv hvq-
BDwbU `k c„ôvÑ200
 cÖZ¨ÿ wecY‡bi gva¨‡g mivmwi †hvMv‡hvM Kiv m¤¢e nq Ges Zv ci¯úi wµqvkxj;
 Gi gva¨‡g Afxó †fv³v‡ì mv‡_ Avjv`v Avjv`vfv‡e wecYb †KŠkj eënvi K‡i wecYb Kvh©µg
cwiPvjbv Kiv hvq;
 cÖZ¨ÿ wecY‡bi d‡j ‡h‡Kvb ¯’v‡b Kg mg‡q I mn‡R wecYb Kvh©µg cwiPvjbv Kiv hvq;
 B›Uvi‡bU I Ab¨vb¨ B‡j±ªwbK †hvMv‡hv‡Mi gva¨g eënvi Kivi Kvi‡Y wecYbKvixi e¨q n«vm cvq;
 †µZv I we‡µZvi mv‡_ mivmwi †hvMv‡hvM nevi Kvi‡Y †µZv cY¨ m¤ú‡K© wewfbœ Z_¨ Rvb‡Z cv‡i Ges
cÖwZ‡hvMx c‡Yï mv‡_ Zzjbv K‡i wm×všÍ MÖnY Ki‡Z cv‡i;
 we‡µZv cÖZ¨ÿ wecY‡bi gva¨‡g c‡Yï Z_¨ cwieZ©b I nvjbvMv` Ki‡Z cv‡i, ‡µZv‡K wewfbœ myweav
cÖ`vb Ki‡Z cv‡i, ‡µZv‡K cybtµq msµvšÍ wewfbœ Z_¨ mn‡R Rvbv‡Z cv‡i;
 †µZv we‡µZvi KvQ †_‡K mivmwi cY¨ µq Kivi d‡j †µZvi cÖZvwiZ nevi SyuwK n«vm cvq| Avevi
we‡µZvi mv‡_ mym¤úK© M‡o †ZvjviI my‡hvM nq;
 cÖZ¨ÿ wecYb eZ©gvb mg‡q wekê¨vwc RbwcÖq gva¨g| Gid‡j we‡kî ‡h‡Kvb cÖv‡šÍi †µZv-we‡µZvi
mv‡_ †hvMv‡hvM Kiv hvq I cY¨ ev †mev m¤ú‡K© Z_¨ Rvbv hvq|
cwi‡k‡l ejv hvq †h, cÖZ¨ÿ wecYb n‡jv Ggb GKwU Kvh©µg hvi gva¨‡g †Kvb ga¨¯’eëmvqxi mvnvh¨ QvovB
Afxó †µZv I †fv³vi mv‡_ cÖwZôvb †hvMv‡hvM cÖwZôv K‡i, hvi d‡j `ªæZ mvov/cÖwZwµqv cvIqv hvq I
`xN©‡gqv`x †µZv-m¤úK© ¯’vcb Kiv m¤¢e nq|
cÖZ¨ÿ wecYb-Gi myweav (Advantages of Direct Marketing)

†fv³vi cÖ‡qvRb, Pvwn`v I mš‘wói Dci wbf©i K‡i wecY‡bi Kvh©µg cwiPvwjZ nq| we‡klÁMY wewfbœfv‡e
cÖZ¨ÿ wecYb‡K msÁvwqZ K‡i‡Qb| Zvi †cÖwÿ‡Z wecY‡bi myweav¸‡jv wb¤œiƒc-
cÖZ¨ÿ wecY‡bi myweav
‡µZvi `„wó‡KvY †_‡K we‡µZvi `„wó‡KvY †_‡K
1. mnR I myweavRbK 1. †µZvi mv‡_ m¤úK© m„wó I eRvq ivLv

2. e¨w³MZ µq 2. e¨q I SzuwK n«vm
3. we¯Í…Z cY¨ m¤¢vi ‡_‡K cY¨ wbev©Pb
4. cY¨ ev †mevi Z_¨ cÖvwß
5. cvi¯úwiK wµqvkxj I ZvrÿwYK
†hvMv‡hvM
wPÎ 10.1: cÖZ¨ÿ wecY‡bi myweavmg~n

K) †µZvi `„wó‡KvY †_‡K myweavewj (Advantages from Buyer’s Perspective)
1. mnR I myweavRbK (Easy and Convenient): cÖZ¨ÿ wecY‡bi gva¨‡g †µZv Lye mn‡R I
myweavRbKfv‡e cY¨ ev †mev MÖnY Ki‡Z cv‡i| G‡ÿ‡Î †µZvi †`vKv‡b hvIqvi cÖ‡qvRb nq bv eis
hvZvqZ, wbivcËv ev cY¨ en‡bi Sv‡gjv QvovBevwo‡Z e‡m mivmwi cY¨ µq Ki‡Z cv‡i|
2. e¨w³MZ µq(Private Buying): cÖZ¨ÿ wecY‡bi gva¨‡g †µZv cY¨ µq Kivi mgq Zv‡K we‡µZvi
Rb¨ A‡cÿv Kivi cÖ‡qvRb nq bv| Avevi we‡µZvi mv‡_ gy‡LvgywL †`Lv Kiv QvovB †µZv e¨w³MZfv‡e
wb‡Ri gZ cY¨ µq Ki‡Z cv‡i|
BDwbU `k c„ôvÑ 201

3. we¯Í…Z cY¨ m¤¢vi ‡_‡K wbe©vPb (Greater Product Collection and Selection): ‡µZv cÖZ¨ÿ
wecY‡bi gva¨‡g cY¨ µq Kivi mgq we‡µZvi mieivn-Kiv c‡Yï we¯ÍvwiZ weeiY, Qwe, cÖPviYv I
Ab¨vb¨ Z_¨ hvPvB-evQvB K‡i c‡Yï wekvj mgv‡ek †_‡K cY¨ wbe©vPb Ki‡Z cv‡i|
4. cY¨ ev †mevi Z_¨ cÖvwß (Getting Information of Product or Services): cÖZ¨ÿ wecY‡bi
gva¨‡g †µZv cY¨ ev †mevi Z_¨ QvovI cY¨ cÖ¯‘ZKvix I mieivnKvix cÖwZôvb, c‡Yï g~j¨, cÖPviYv
m¤úwK©Z Z_¨, cY¨ eënviKvixi c~e© AwfÁZv, cÖwZ‡hvMx cÖwZôv‡bi Kvh©µg BZ¨vw` m¤ú‡K© Z_¨ Lye
mn‡R Rvb‡Z cv‡i|
5. cvi¯úwiK wµqvkxj I ZvrÿwYK †hvMv‡hvM (Interactive and Immediate Communication):
†µZv cÖZ¨ÿ wecY‡bi gva¨‡gwe‡µZvi mv‡_ †hvMv‡hvM ¯’vcb Ki‡Z cv‡i| cY¨ m¤úwK©Z Z_¨ Rvbvi ci
†µZv ZvrÿwYKfv‡e Zvi cQ›`bxq c‡Yï AW©vi cÖ`vb Ki‡Z cv‡i wKsev cY¨ µq bv Kivi wm×všÍI MÖnY
Ki‡Z cv‡i|
L) we‡µZvi `„wó‡KvY †_‡K myweavewj (Advantages from Seller’s Perspective)
1. †µZvi mv‡_ m¤úK© m„wó I eRvq (Creating and Maintaining Customer Relationship):
cÖZ¨ÿ wecY‡bi gva¨‡g we‡µZv eZ©gvb I m¤¢ve¨ †µZv‡ì m¤úwK©Z Z_¨ msMÖn K‡i I Zv‡ì mv‡_
m¤úK© eRvq iv‡L|
2. e¨q I SzuwK n«vm (Reducing Cost and Risk): cÖZ¨ÿ wecY‡bi gva¨‡g we‡µZvi e¨q n«vm cvq I SzuwK
wbqš¿Y Kiv m¤¢e nq|
cÖZ¨ÿ wecYb-Gi Amyweav (Disadvantages of Direct Marketing)
eZ©gvb mg‡q cÖZ¨ÿ wecY‡bi Pvwn`v w`b w`b evo‡jI Gi wKQz Amyweav i‡q‡Q| Zv wb¤œiƒc-
1. bZzb welq (New Concept): cªZ¨ÿ wecYb eZ©gvb mg‡q mevi g‡a¨ RbwcÖq n‡jI A‡bK †fv³vi
Kv‡Q G ai‡bi wecYb GKwU bZzb welq| †m Kvi‡Y †fv³v A‡bK mgq bZzb wel‡qi mv‡_ Lvc LvB‡q
wb‡Z AvMÖn †eva bvI Ki‡Z cv‡i|
2. cÖhyw³i Dci wbf©ikxjZv (Dependence on Technology): cÖZ¨ÿ wecY‡bi †ÿ‡Î wecYbKvix I
†fv³v Dfq‡qiB cÖhyw³ m¤ú‡K© Ávb _vK‡Z nq| ïay ZvB bq, cÖhyw³i eënvi Qvov cÖZ¨ÿ wecYb Kv‡h©
AskMÖnY Kiv m¤¢e nq bv|
3. fvlvMZ RwUjZv (Complexity in Language): cÖZ¨ÿ wecY‡bi Kv‡h© wecYbKvix wewfbœ mgq
†UKwbK¨vj ev we‡`kx fvlv (†hgb Bswjk) eënvi K‡i; G‡Z †fv³v A‡bK mgq mKj Z_¨ bvI eyS‡Z
cv‡i|
4. AwZiwÄZ Z_¨ (Exaggerated Information): wecYbKvix cÖZ¨ÿ wecY‡bi †ÿ‡Î †µZv ev †fv³v‡K
AvK…ó Kivi Rb¨ AwZiwÄZ Z_¨ ev Qwe eënvi K‡i| G‡Z †µZvi cÖZvwiZ nevi m¤¢vebv _v‡K|Avevi
cY¨ ev †mevi cÖwZ AwZwi³ cÖZ¨vkv ˆZwii Kvi‡Y †fv³vi gv‡S cieZx©‡Z nZvkv ˆZwi n‡Z cv‡i|
5. MZvbyMwZK wecY‡b ‡µZv‡ì AvMÖn (Interest in Traditional Marketing): A‡bK †µZvi g‡a¨
MZvbyMwZKfv‡e wecYx‡Z †h‡q hvPvB-evQvB K‡i cY¨ µq Ki‡Z †ewk AvMÖn _v‡K| Zv‡ì Kv‡Q cÖZ¨ÿ
wecY‡bi Kvh©µg †mfv‡e RbwcÖq bq|
cwi‡k‡l ejv hvq †h, cÖZ¨ÿ wecYb eë¯’vi wKQz Amyweav _vK‡jI eZ©gvb mg‡q GwU GKwU RbwcÖq wecYb
eë¯’v| wecYbKvix Amyweav¸‡jv‡K mwVKfv‡e KvwU‡q DV‡Z cvi‡j hy‡Mi mv‡_ Zvj wgwj‡q eëmv Ki‡Z cvi‡e|
cÖZ¨ÿ wecYb-Gi cš’vmg~n (Major Channels of Direct Marketing)

cÖZ¨ÿ wecYbKvix wewfbœ cš’v I †KŠkj Aej¤^b K‡i †µZvi Kv‡Q cY¨ m¤úwK©Z Z_¨ Av`vb-cÖ`vb K‡i I cY¨
weµq Kivi Rb¨ †hvMv‡hvM K‡i| 10.2 bs wP‡ÎcÖZ¨ÿ wecY‡bi †KŠkj ev cš’v wn‡m‡e cÖPwjZ K‡qKwU gva¨g
†`Lv‡bv n‡q‡Q|
1. †Uwj gv‡K©wUs (Telemarketing): †Uwj‡dv‡bi gva¨‡g †µZvi mv‡_ †hvMv‡hvM K‡i cY¨ µq-weµq Kiv
nq|
2. mivmwi WvK gv‡K©wUs (Direct-mail Marketing): Wv‡Ki gva¨‡g †µZv‡K cY¨ m¤ú‡K© Rvbv‡bv nq
GesWvK gvidZ cY¨ †µZvi wbKU cvVv‡bv nq|
3. K¨vUvjM gv‡K©wUs (Catalogue Marketing): †µZv WvK ev AbjvB‡bi gva¨‡g we‡µZvi K¨vUvjM
†`‡L c‡Yï AW©vi cÖ`vb K‡i|
4. mivmwi-mvov †Uwjwfkb gv‡K©wUs (Direct-response Television Marketing): ‡µZv †Uwjwfk‡b
†Uwj gv‡K©wUs
gy‡LvgywL weµq mivmwi WvK

gv‡K©wUs
AbjvBb †µZv I m¤¢ve¨ †µZv K¨vUvjM

gv‡K©wUs gv‡K©wUs
cÖZ¨ÿ mvov
wKq¯‹ gv‡K©wUs
†Uwjwfkb gv‡K©wUs
wPÎ 10.2: cÖZ¨ÿ wecYb †KŠkj ev cš’v

we‡µZvi weÁvcb †`‡L cÖwZôv‡bi †`qv ‡Uwj‡dvb b¤^‡i‡dvb K‡i cY¨ m¤ú‡K© AviI Z_¨ Rvb‡Z cv‡i
ev cY¨ µq Kivi Rb¨ mivmwi †hvMv‡hvM Ki‡Z cv‡i|
5. wKq¯‹ gv‡K©wUs (Kiosk Marketing): e¨¯Í iv¯Ív ev kwcs †m›Uvi ev kwcs g‡ji A¯’vqx ey‡_ wKq¯‹
†gwkb ¯’vcb K‡i we‡µZv†µZv‡K AvKl©Y K‡i|
6. AbjvBb gv‡K©wUs (Online Marketing): B›Uvi‡bU eënv‡ii gva¨‡gB-‡gBj, mvgvwRK gva¨g
†dmeyK BZ¨vw`) A_ev I‡qe mvB‡Ui mvnv‡h¨we‡µZv †µZvi mv‡_ wecYb Kvh©µg cwiPvjbv K‡i|
7. gy‡LvgywL weµq (Face-to-face Selling): Gi gva¨‡g we‡µZvi wb‡qvMK…Z weµqKgx© mivmwi Dcw¯’Z
n‡q weµq `ÿZv I wecYb †KŠkj eënvi K‡i †µZvi Kv‡Q cY¨ weµq K‡i|
Dc‡ii Av‡jvPbvi †cÖwÿ‡Z ejv hvq †h, eZ©gv‡b wecYbKvix cÖZ¨ÿ wecY‡bi wewfbœ cš’v I †KŠkjmg~n eënvi
K‡i †µZv I †fv³vi Pvwn`v I cÖ‡qvRb‡K AviI myPviƒfv‡e wPwýZ K‡i Zv‡ì‡K mš‘yó Ki‡Z mÿg n‡”Q|
wkÿv_©xi KvR cÖZ¨ÿ wecY‡bi gva¨‡g †Kvb& ai‡Yi cY¨ µq Kiv †h‡Z cv‡i?

mvims‡ÿc:
cÖZ¨ÿ wecY‡bi gva¨‡g †Kvb iKg ga¨¯’eëmvqx Qvov we‡µZv ‡µZv‡ì mv‡_ mivmwi †hvMv‡hvM K‡i cY¨
µ‡qi Av‡`k MÖnY K‡i Ges Z`byhvqx cY¨ mieivn K‡i| B›Uvi‡bU I Ab¨vb¨ B‡j±ªwbK †hvMv‡hvM-gva¨g
eënvi Kivq wecYbKvixi e¨q n«vm cvq| cÖZ¨ÿ wecY‡bi myweavmg~n n‡jv mnR I myweavRbK †jb‡`b,
e¨w³MZ µq, we¯Í…Z cY¨ m¤¢vi ‡_‡K Kvw•LZ cY¨ wbe©vPb, mn‡R cY¨ ev †mevi Z_¨ cÖvwß, cvi¯úwiK wµqvkxj
I ZvrÿwYK †hvMv‡hvM, ‡µZvi mv‡_ m¤úK© m„wó I eRvq, e¨q I SzuwK n«vm BZ¨vw`| cÖZ¨ÿ wecY‡bi wKQz
AmyweavI i‡q‡Q| †m¸‡jv n‡jvcÖhyw³i Dci wbf©ikxjZv, fvlvMZ RwUjZv, AwZiwÄZ Z_¨, MZvbyMwZK
wecY‡b ‡µZv‡ì AvMÖn BZ¨vw`| cÖZ¨ÿ wecY‡bi cš’vmg~n n‡jv †Uwj gv‡K©wUs, mivmwi WvK gv‡K©wUs, K¨vUvjM
gv‡K©wUs, cÖZ¨ÿ-mvov †Uwjwfkb gv‡K©wUs, wKq¯‹ gv‡K©wUs, AbjvBb gv‡K©wUs I gy‡LvgywL weµq|

1| ZvrÿwYK mvov cvIqvi †hvMv‡hv‡Mi gva¨g †Kvb&wU?
K) cÖZ¨ÿ wecYb L) Rbms‡hvM
M) weÁvcb N) cÖPvi
2| ‡Uwj‡dv‡b c‡Yï AW©vi msMÖn Kivi wecYb c×wZ †Kvb&wU?
K) c‡ivÿ wecYb L) cÖZ¨ÿ wecYb
M) weÁvcb N) weµwqKZv
3| cÖZ¨ÿ wecY‡bi Kvi‡Y †µZv †hme myweav cvqÑ
i) mgq I A‡_©i mvkÖq nq
ii) mn‡R µq
iii) weµq e„w× cvq
4| cÖZ¨ÿ wecY‡bi nvwZqvi n‡jvÑ
K) cÖZ¨ÿ mvov gv‡K©wUs L) mycvi †÷vi
M) wMÖb gv‡K©wUs N) cwiKwíZ wecYb †K›`ª
cvV-10.2 AbjvBb wecYb

Online Marketing
D‡Ïk¨

• AbjvBb wecYb m¤ú‡K© aviYv Ki‡Z cvi‡eb;
• AbjvBb wecY‡bi êwkó¨ eY©bv Ki‡Z cvi‡eb; Ges
• AbjvBb wecY‡bi myweav I Amyweav Rvb‡Z cvi‡eb|
B‡jKUªwbK g‡Wg, AbjvBb weÁvcb, ‡dvivg, wbDRMÖæc, I‡qe KwgDwbwU|

AbjvBb wecYb m¤úwK©Z aviYv (Concept of Online Marketing)

cÖhyw³i AvaywbKvq‡bi d‡j eëmv-evwYR¨ †ÿ‡Î GLb AbjvBb weR‡bm e¨vcK nv‡i eëüZ n‡”Q|
AbjvBb weR‡bm ej‡Z Kw¤úDUvi, †gvevBj ev Ab¨ †h‡Kvb B‡ëªwbK wWfvB‡mi mv‡_ B›Uvi‡bU †UK‡bvjwR
eënvi K‡i ‡µZv-we‡µZvi g‡a¨ cvi¯úwiK wµqvkxj Dcv‡q †hvMv‡hvM K‡i wecYb Kvh©µg m¤úbœ Kiv‡K
†evSvq|
AbjvBb wecYb m¤ú‡K© Philip Kotler & Gary Armstrong ‡h msÁv cÖ`vb K‡i‡Qb Zv n‡jv-“Online
marketing is conducted through interactive online computer systems which link consumers with
sellers electronically.” A_©vr AbjvBb wecYb n‡jv ci¯úi wµqvkxj AbjvBb Kw¤úDUvi c×wZ, hv ‰e`y¨wZK
Dcv‡q †fv³vi mv‡_ we‡µZvi †hvMv‡hvM NUvq|
Dc‡ii Av‡jvPbv I msÁv †_‡K cÖZ¨ÿ wecY‡bi wb‡¤œv³ êwkó¨¸‡jv wPwýZ Kiv hvq-
 Giƒc wecYb eë¯’v ci¯úi wµqvkxj I ‡hvMv‡hv‡Mi mnR gva¨g;
 B›Uvi‡bU I Ab¨vb¨ B‡j±ªwb· †hvMv‡hv‡Mi gva¨g wn‡m‡e eënvi Kiv nq;
 Gi gva¨‡g AbjvBb weÁvcb †Ìqv m¤¢e nq;
 †fv³viv cY¨ µq ev †fvM Kivi ci ‡dvivg, wbDRMÖæc Ges I‡qe KwgDwbwU‡Z AskMªnY Ki‡Z cv‡i;
 AbjvBb wecYb eZ©gvb mg‡q wekê¨vwc RbwcÖq gva¨g| Gid‡j we‡kî ‡h‡Kvb cÖv‡šÍi †µZv-we‡µZvi
mv‡_ †hvMv‡hvM Kiv hvq I cY¨ ev †mev m¤ú‡K© Z_¨ Rvbv hvq|
cwi‡k‡l ejv hvq †h, AbjvBb wecYb n‡jv GKwU AvaywbK wecYb Kvh©µg hvi gva¨‡g we‡µZv I †µZvi gv‡S
ci¯úi wµqvkxj AbjvBb Kw¤úDUvi I †gvevBj †UK‡bvjwR eënvi K‡i µq-weµ‡qi KvR m¤úbœ Kiv nq|
AbjvBb wecYb-Gi myweav (Advantages of Online Marketing)

AbjvBb wecYb eZ©gvb wecYb eë¯’vi GKwU Ab¨Zg ms¯‹iY| Gi gva¨‡g GKw`‡K †hgb †µZvmvaviY DcK…Z
n‡”Q, Ab¨w`‡K we‡µZvMYI DcK…Z n‡”Q| wb‡¤œ †µZv I we‡µZv Df‡qi `„wó‡KvY ‡_‡K AbjvBb wecY‡bi
myweavMy‡jv Av‡jvPbv Kiv n‡jv-

1. myweavRbK µq (Convenient Buying): AbjvBb wecYb eë¯’vq †µZvmvaviY evwo‡Z e‡mB Zv‡ì
Kvw•LZ cY¨mvgMªx µq Ki‡Z cv‡i| d‡j Zviv wecwY‡Z hvIqvi Sv‡gjv, PjvP‡ji cÖwZeÜKZv,
wbivcËvi Afve, cY¨ en‡bi Amyweav BZ¨vw` `~i K‡i myweavRbKfv‡e cY¨mgMÖx µq Ki‡Z cv‡i|
2. AvšÍtwµqvkxj Ges ZvrÿwYK (Interactive and Immediate): AbjvBb wecYb eë¯’vq †µZv-
we‡µZv cvi¯úwiK `ªZZvi mv‡_ ‡hvMv‡hvM m¤úbœ Ki‡Z cv‡i| d‡j we‡µZvi c‡ÿ cÖK…Z Z_¨ Zy‡j aiv
mnR nq| ZvQvov, †µZvivI cÖZ¨vwkZ cY¨ ev †mevi Z_¨ ‡R‡b wb‡q c‡Yï AW©vi w`‡Z cv‡i A_ev cY¨
µq bv Kivi ZvrÿwYK wm×všÍ wb‡Z cv‡i|
3. mgq I A‡_©i mvkÖq (Save of Time and Money): AbjvBb wecY‡bi gva¨‡g †Pv‡Li cj‡K we‡k¦i
GK cÖvšÍ †_‡K Ab¨ cÖv‡šÍ Ae¯’vbiZ Drcv`K ev mieivnKvix‡ì mv‡_ †hvMv‡hvM iÿv Kiv hvq| d‡j
cY¨ µ‡qi ‡ÿ‡Î mgq jv‡M AZ¨šÍ Kg| Avevi B›Uvi‡b‡Ui LiP AZ¨šÍ Kg nIhvq †µZvi mgq I
A‡_©i mvkÖq nq|
4. e¨vcK I we¯Í…Z (Wide and Large): AbjvBb wec‡Yi aviYvwU AZ¨šÍ e¨vcK I we¯Í…Z| AbjvB‡bi
gva¨‡g †µZv Zvi cQ‡›ì cY¨ ev †mevwU we‡k¦i †h‡Kvb Drcv`K ev mieivnKvixi mv‡_ mivmwi
†hvMv‡hvM K‡i µq Ki‡Z cv‡i| G‡ÿ‡Î †Kvb ga¨¯’eëmvqxi cÖ‡qvRb nq bv| d‡j AevwÂZ Sv‡gjv
n‡Z gy³ nIqv hvq|
5. RxebhvÎvi cwieZ©b (Change of Lifestyle): AbjvBb wecYb eë¯’vq ‡µZviv N‡i e‡mB wewfbœ cY¨
†_‡K cÖ‡qvRbxq cY¨ wbe©vPb I mieiv‡ni AW©vi cÖ`vb Ki‡Z cv‡i| G cÖwµqvq N‡i e‡mB wcÖqRb‡ì
wbKU Dcnvi mvgMÖx ‡cuŠQv‡bvi eë¯’v Kiv hvq| d‡j †µZv‡ì jvBd ÷vBj cwieZ©b Kiv mnR nq|
6. ‡µZv- m¤úK© m„wó (Creating Customer Relationship): ‡µZv‡ì m‡½ m¤úK© m„wó‡Z AbjvBb
wecYb eë¯’v AZ¨šÍ kw³kvjx nvwZqvi| AbjvBb wecYb eë¯’vq wecYbKvixiv m¤¢vev †µZv‡ì we¯ÍvwiZ
Z_¨fvÛvi ˆZwi K‡i A_ev DcvËfvÛvi †_‡K cÖ‡qvRbxq Z_¨ msMÖn K‡i Zv‡ì mv‡_ †hvMv‡hvM K‡i|
Giƒc DcvËfvÛvi eënv‡ii gva¨‡g †µZv‡ì m‡½ eëmvwqK m¤úK© m„wó Kiv m¤¢e nq|
7. e¨w³-Dc‡hvMx †hvMv‡hvM (Individualized Communication): eZ©gvb wecYb eë¯’vq cY¨
wecY‡bi Rb¨ we‡kl †Kvb MÖvnK`j‡K †e‡Q †bIqv †h‡Z cv‡i A_ev cÖwZwU e¨w³‡KI †e‡Q †bIqv †h‡Z
cv‡i| Avi GwU AbjvBb wecY‡bi gva¨‡g AwZ mn‡RB Kiv m¤¢e| AbjvBb wecY‡bi gva¨‡g e¨w³ ev
`j‡K †e‡Q wb‡q wecYb Kvh©µg MÖnY Kiv nq| G‡ÿ‡Î cÖwZwU e¨w³/`‡ji Rb¨ Dc‡hvMx Avjv`v Avjv`v
wecYb †KŠkj ˆZwi K‡i wecYb Kvh©µg cwiPvjbv Kiv hvq|
8. wek¦‡Rvov gva¨g (Global Medium): AbjvBb wecYb GKwU wek¦‡Rvov gva¨g wn‡m‡e cwiwPZ| we‡k¦i
†h †Kvb cÖvšÍ n‡Z Ab¨ cÖv‡šÍ Ae¯’vbiZ †fv³vi mv‡_ B›Uvi‡bU, B‡gBj ev wPwVc‡Îi gva¨‡g †hvMv‡hvM
¯’vcb Kiv hvq| G‡Z †`k-we‡`‡ki †µZv‡ì Kv‡Q cÖwZôvb, cY¨ ev †mev m¤ú‡K© Z_¨ Zz‡j aiv m¤¢e
nq|
9. bgbxqZv (Flexibility): Ab-jvBb †hvMv‡hv‡Mi gva¨‡g wecYb Kg©m~wPi cÖ‡qvRbxq cwieZ©b `ªæZ Kiv
m¤¢e nq| †hgb, K¨vUvjM gv‡K©wUs-Gi †ÿ‡Î WvK‡hv‡M †µZv‡ì wbKU cY¨, c‡Yï g~j¨, †jb‡`b
m¤úwK©Z Z_¨ GKevi †cÖiY Kiv n‡j Zv mn‡R cwieZ©b Kiv hvq bv| wKš‘ AbjvB‡bi gva¨‡g cÖZ¨ÿ
wecY‡bi †ÿ‡Î Zv cÖwZ N›Uvq cwieZ©b Kiv hvq|
10. †µZv‡ì DcvË-fvÛvi M‡o †Zvjv (Creating Customer Database): AbjvBb wecYb eë¯’vq
we‡µZv ev Drcv`KMY B›Uvi‡bU I B‡j±ªwbK g‡Wg eënvi K‡i AmsL¨ †µZv‡ì mv‡_ ‡hvMv‡hvM iÿv
Ki‡Z mÿg nq| Gi d‡j Zviv †µZv‡ì DcvË msMÖn K‡i Zvi mvnv‡h¨ ‡µZv‡ì Z_¨-fvÛvi M‡o
Zzj‡Z mÿg nq, hv cieZ©xKv‡j †hvMv‡hv‡Mi †ÿ‡Î ¸iæZ¡c~Y© f‚wgKv iv‡L|
cwi‡k‡l ejv hvq, eZ©gvb wecY‡bi †ÿ‡Î AbjvBb wecYb Ggb GKwU †KŠkj hvi gva¨‡g GKw`‡K †hgb †µZv
I we‡µZv‡K AwZ mn‡RB KvQvKvwQ wb‡q Avkv hvq, Ab¨w`‡K wecYb Kvh©µg‡K Kiv hvq mnR I MwZgq|
AbjvBb wecYb-Gi Amyweav (Disadvantages of Online Marketing)

AvaywbK wecYb eë¯’vq AbjvBb wecYb ¸iæZ¡c~Y© f‚wgKv cvjb Ki‡jI G wecYb eë¯’vwU GLbI RbwcÖqZv AR©b
Ki‡Z mÿg nqwb| AbjvBb wecY‡bi RbwcÖqZv bv cvIqvi wcQ‡b †h KviY¸‡jv we`¨gvb Zv G eë¯’vi Amyweav
wn‡m‡e MY¨ nq| wb‡¤œ AbjvBb wecY‡bi Amyweav¸‡jv Av‡jvPbv Kiv n‡jv-
1. mxwgZ msL¨K †fv³v I µq (Limited Consumer and Buying): AbjvBb wecYb `ªæZ ea©bkxj
n‡jI GLbI mxwgZ evRv‡i Kvh©µg cwiPvjbv K‡i _v‡K| I‡qe eënviKvix‡ì AwaKvskB µ‡qi
cwie‡Z© ïaygvÎ Z_¨ Rvbvi Rb¨ eªvDwRs K‡i| M‡elYvq †`Lv hvq †h, B›Uvi‡bU eënviKvix‡ì 65
kZvsk cY¨ µ‡qi c~‡e© g~j¨ Zzjbv K‡i Ges kZKiv gvÎ 14 fvM AbjvB‡bi gva¨‡g µq K‡i|
2. wek„•Ljv I G‡jv‡g‡jv (Chaos and Clutter): B›Uvi‡b‡Ui gva¨‡g jÿ jÿ I‡qe mvBU KvR K‡i
Ges AmsL¨ Z_¨ cÖ`vb K‡i| Giƒc Ae¯’v nZvkvRbK, weåvwšÍg~jK Ges †fv³v‡ì mgq webóKvix
wn‡m‡e MY¨ nq| d‡j eëmvq-mvBU Ges weÁvcb B›Uvi‡bU eënviKvix‡ì A‡MvP‡i _v‡K A_ev
eënviKvixiv KLbI Ly‡jI ‡`‡L bv| A‡bK mgq †Kvb †Kvb I‡qemvBU ev weÁvcb †fv³v‡ì g‡bv‡hvM
AvKl©‡Y e¨_© nq| cÖK…Zc‡ÿ, Giƒc Ae¯’vq cY¨ cÖeZ©b I weµ‡qi Rb¨ LyeB Kg mgq cvIqv hvq|
3. wbivcËvnxbZv (Insecured): AbjvBb wecY‡bi ¸iæZ¡c~Y© Amyweav n‡jv, Gi gva¨‡g A‡bK †Mvcb
Z_¨mg~nI cÖKvwkZ n‡q hvq| †fv³viv Giƒc cš’’vq †jb‡`‡b †hgb ¯^v”Q›`¨‡eva K‡i bv, †Zgwb
we‡µZvivI ¸ßPie„wË I mveU¨v‡Ri f‡q fxZ _v‡K| wbivcËvRwbZ mgm¨v¸‡jv mgvav‡bi Rb¨
wecYbKvix‡K me©`vB m‡Pó _vK‡Z nq|
4. ‰bwZK w`K (Ethical Aspect): ‡MvcbxqZv †gŠwjK welq wn‡m‡e MY¨ nq| I‡qe mvBU eënviKvix‡ì
e¨w³MZ †Mvcbxq Z_¨ I‡qemvB‡Ui wecYbKvixiv cÖ‡qvR‡b †h †Kvb mgq AeMZ n‡Z cv‡i| d‡j
eënviKvix‡ì †MvcbxqZv webó nq, hv ˆbwZKfv‡e mg_©b Kiv hvq bv| G Kvi‡Y A‡bK m¤¢vebvgq
†fv³vmvaviY AbjvBb wecYb‡K cQ›` K‡i bv|
5. `ÿZvi Afve (Lack of Efficiency): AbjvBb wecY‡b AwaKvsk †µZvB `ÿ bq| G‡ÿ‡Î Kw¤úDUvi
I B›Uvi‡bU m¤ú‡K© fvj Ávb _vKv AZ¨šÍ Riæwi| wKš‘ †µZvmvaviY G welqwU m¤ú‡K© †Zgb `ÿ bv
nIqvq Giƒc wecYb Kvh©µg mdj nq bv| Avevi we‡µZv ev wecYbKvixivI mK‡ji eënvi Dc‡hvMx
I‡qe†cR ˆZwi Ki‡Z A‡bK mgqB mÿg nq bv| d‡j AbjvBb wecYb Kvh©µg e¨_© nq|
cwi‡k‡l ejv hvq, eZ©gvb MwZgqZvi G hy‡M AbjvBb wecYb GKwU Abb¨ iƒc cwiMÖn Ki‡jI GwUi †h ‡Kvb
Amyweav †bB Zv bq| DcwiD³ †ÿÎ¸‡jv‡Z AbjvBb wecY‡bi Amyweav ev mgm¨v jÿ¨ Kiv hvq| Z‡e cÖhyw³i G
hy‡M G Amyweav¸‡jv mwVK wm×všÍ I cwiKíbvi gva¨‡g `~i Kiv m¤¢e|
wkÿv_©xi KvR Avcwb †Kb AbjvBb wecYb eënvi K‡i cY¨ µq Ki‡Z AvMÖnx n‡eb?

mvims‡ÿc:
AbjvBb wecYb ej‡Z AbjvBb Kw¤úDUvi †UK‡bvjwR ev †gvevBj †UK‡bvjwR eënvi K‡i ‡µZv-we‡µZvi
g‡a¨ cvi¯úwiK wµqvkxj Dcv‡q †hvMv‡hvM K‡i wecYb Kvh©µg m¤úbœ Kiv‡K †evSvq| AbjvBb wecYb eZ©gvb
mg‡q wekê¨vwc RbwcÖq gva¨g| Gid‡j we‡kî ‡h‡Kvb cÖv‡šÍi †µZv-we‡µZvi mv‡_ †hvMv‡hvM Kiv hvq I cY¨
ev †mev m¤ú‡K© Z_¨ Rvbv hvq| AbjvBb wecYb eënvi K‡i wKQz myweav cvIqv hvq| †m¸‡jv n‡jv myweavRbK
µq, AvšÍtwµqvkxj Ges ZvrÿwYK †jb‡`b, mgq I A‡_©i mvkÖq, e¨vcK I we¯Í…Z evRvi, RxebhvÎvi cwieZ©‡b
mnRZv, ‡µZv-m¤úK© m„wó, e¨w³-Dc‡hvMx †hvMv‡hvM ¯’vcb, wek¦‡Rvov gva¨g, bgbxqZv, †µZv‡ì DcvË-
fvÛvi M‡o †Zvjvi myweav| AbjvBb wecY‡b †µZv ev †fv³v wKQzy mgm¨viI m¤§Lxb n‡Z cv‡ib| †m¸‡jv
n‡jvt mxwgZ msL¨K †fv³v I µq, RbwgwZK Ges gb¯ÍvwË¡K w`K †_‡K eënviKvixiv wKQzUv wfbœZi, wek„•Ljv
I G‡jv‡g‡jv Ae¯’v, wbivcËvnxbZv, ‰bwZK w`K Ges `ÿZvi Afve|

1| AbjvBb wecY‡bi myweav †Kvb&wU?
K) ZvrÿwYK †hvMv‡hvM L) cY¨ weµq
M) Drcv`b e„w× N) cY¨ cÖ¯Z ‘ KiY
2| eZ©gvb mg‡q AbjvBb wecYb eë¯’v e¨vcKfv‡e eënvi bv Kivi KviY wK?
K) mxwgZ †fv³v I µq L) e¨qeûj
M) c‡Yï gvb Lvivc nq N) mgq †ewk cÖ‡qvRb nq
wiZv GKRb m½xZ wkíx| wZwb Zvi bZzb G¨vjevgwU Kw¤úDUvi c×wZi gva¨‡g mivmwi weµ‡qi Rb¨ Dc¯’vcb
K‡i‡Qb| G‡Z wZwb Zvi m½xZ Abymvix‡ì Kv‡Q G¨vjevgwU mivmwi †cŠ‡Q w`‡Z cvi‡Qb|
3| DÏxc‡K †Kvb& wecYb c×wZ eënvi Kiv n‡q‡Q?
K) ‡Uwjgv‡K©wUs L) AbjvBb gv‡K©wUs
M) wMÖb gv‡K©wUs N) wKq¯‹ gv‡K©wUs
4| DÏxc‡K DwjøwLZ wecYb c×wZi myweav wb‡Pi †Kvb&wU?
i) `ªyZ I mnR weµq
ii) mivmwi c‡Yï gvb hvPvB
iii) e¨q n«vm
cvV-10.3 cwiKwíZ wecYb

Planned Shopping Center
D‡Ïk¨
• cwiKwíZ wecYb m¤ú‡K© aviYv Ki‡Z cvi‡eb; Ges
• cwiKwíZ wecYb-Gi myweav I Amyweav Rvb‡Z cvi‡eb|
wecYb ‡K›`ª, ‡K›`ªxq weÁvcb eë¯’v, gvbm¤§Z cY¨|

gyL¨ kãgvjv(Keywords)
cwiKwíZ wecYb †K›`ª m¤úwK©Z aviYv (Concept of Planned Shopping Center)

cwiKwíZ wecYb eZ©gvb hy‡Mi bZzb ai‡bi GKwU wecYb eë¯’v| cwiKwíZ wecYb eë¯’vq †h‡Kvb
c‡Yï †µZv I we‡µZv `yB c‡ÿi ¯^v_© iÿv K‡i µq-weµ‡qi mv‡_ m¤úK©hy³ wewfbœ my‡hvM-myweavi eë¯’v Kiv
nq|cwiKwíZ wecwY †K›`ª¸‡jv‡Z ‡µZv Zvi cÖ‡qvRbxq mKj ai‡bi cY¨ GK ¯’vb †_‡K µq Ki‡Z cv‡i|
cwiKwíZ wecwY †K›`ª¸‡jv‡Z µq I weµ‡qi KvR mnRZi I Avivg`vqK Kivi Rb¨ bvbviKg myweavi Av‡qvRb
Kiv nq|‡h weµq †K‡›`ª cÖ‡qvRbxq mKj cY¨`ª‡eï wecwYmn cY¨mvgMÖx µq-weµ‡qi Avbylw½K my‡hvM-myweav
we`¨gvb _v‡K, Zv‡K cwiKwíZ wecwY †K›`ª e‡j|
mvaviYZ cwiKwíZ wecwY †K›`ª¸‡jv AvaywbK gv‡bi nq| wb‡¤œ cwiKwíZ wecYb †K›`ªi êwkó¨vewj Av‡jvPbv Kiv
n‡jv-
 cwiKwíZ wecYb †K‡›`ª †µZv-we‡µZvi g‡a¨ c~Y© cÖwZ‡hvwMZv we`¨gvb _v‡K| KviY Giƒc wecwb‡Z
GKvwaK †µZvI †hgb _v‡K, Ab¨w`‡K GKvwaK we‡µZvI _v‡K|
 GKwU cwiKwíZ wecYb †K‡›`ª wewfbœ ai‡bi c‡Yï †`vKvb †_‡K|
 cwiKwíZ wecYb †K‡›`ª e¨vsK I wegv cÖwZôv‡bi Rb¨ Avjv`v RvqMv ivLv nq †hLv‡b Giƒc cÖwZôvbmg~n
Zv‡ì kvLv ¯’vcb K‡i|
 wbivcËvi w`‡K w`‡q cwiKwíZ wecYb †K‡›`ªi ¯^Zš¿ êwkó¨ jÿ¨ Kiv hvq| Giƒc wecYb †K›`ª¸‡jv‡Z
wbR¯^ ZË¡veav‡b wmwKDwiwU MvW©, wmwm K¨v‡giv, AwMœ-wbe©vcK hš¿, Riæix AvMgb I cÖ¯v’ ‡bi ¯’vbmn
AvaywbK wbivcËv eë¯’v M‡o †Zvjv nq|
 we‡k¦i eo eo kn‡i ev ch©Ub GjvKvq cwiKwíZ wecYb †K›`ª M‡o †Zvjv nq cwienb, †hvMv‡hvM eë¯’v,
†µZvi mvaviY, wbivcËv, †µZv‡ì gvb-gh©v`v BZ¨vw` we‡ePbvq ‡i‡L|
 †Lvjv‡gjv cwi‡e‡k, ch©vß cwigv‡Y ¯’vb eënvi K‡i we¯Í…Z ¯’v‡bcwiKwíZ wecwY †K›`ª¸‡jv ¯’vcb Kiv
nq|
 cY¨`ªe¨ µq-weµ‡qi cvkvcvwk cwiKwíZ wecwY †K›`ª¸‡jv‡Z we‡bv`‡bi h‡_ó eë¯’v ivLv nq| GLv‡b
Kb‡fbkb †m›Uvi, wm‡bgv nj, w_‡qUvi,AvevwmK †nv‡Uj, Lvev‡ii †`vKvb, K¬ve BZ¨vwì eë¯’v ivLv nq|
 cwiKwíZ wecYb †K‡›`ª mKj a‡g©i gvby‡li Rb¨ cÖ‡qvRbxq cÖv_©bvMvi ivLv nq|
 GLv‡b gv‡K©‡U AvMZ †µZv, we‡µZv, myfvKv•Lx, mK‡j hv‡Z Zv‡ì e¨w³MZ ev eëmvwqK Mvox wbivc‡`
cvwK©s Ki‡Z cv‡i Zvi Rb¨ myeë¯’v ivLv nq|

cwi‡k‡l ejv hvq, cwiKwíZ wecYb †K›`ª AvcvZ:`„wó‡Z Ab¨vb¨ wecYb †K‡›`ªi gZ g‡b n‡jI Gi Ggb wKQz
êwkó¨ we`¨gvb hvi mvnv‡h¨ Giƒc wecYb‡K Ab¨vb¨ †h †Kvb wecYb †K›`ª n‡Z c„_K Kiv hvq| Z‡e wecYb
†K‡›`ªi GmKj êwkó¨ GK †`k †_‡K Ab¨ †`‡k wfbœZi n‡Z cv‡i|
cwiKwíZ wecYb-Gi myweav (Advantages of Planned Shopping Center)

AvaywbK wecY‡bi †ÿ‡Î cwiKwíZ wecYb †K›`ª GKwU Ab¨Zg ms‡hvRb| cwiKwíZ wecwY †K›`ª n‡Z ‡µZv I
we‡µZv DfqB bvbvb ai‡bi myweav †c‡q _v‡K| wb‡¤œ †µZv I we‡µZvi `„wó‡KvY n‡Z cwiKwíZ wecYb †K‡›`ªi
myweavmg~n Av‡jvPbv Kiv n‡jv-
K) †µZvmvavi‡Yi `„wó‡KvY n‡Z myweav (Advantages from the viewpoint of customers)
1. cQ›`gZ cY¨ µq (Purchase of Likely Product): cwiKwíZ wecYb ‡K›`ª n‡Z †µZvmvaviY Zv‡ì
cQ‡›ì cY¨ AwZ mn‡RB µq Ki‡Z cv‡i| G †K‡›`ª Zv‡ì cQ‡›ì me wRwbm cvIqv hvq| G ai‡bi
†K‡›`ª Avjv`v Avjv`v †d¬v‡i A_ev †Rv‡b fvM Kiv ¯’v‡b cY¨ mvRv‡bv _v‡K weavq µZviv D³ †d¬vi ev
†Rv‡b wM‡q wewfbœ †`vKvb Ny‡i Zv‡ì cQ‡›ì wRwbmcÎ µq Ki‡Z cv‡i|
2. hvZvqv‡Zi myweav (Transport Facility): cwiKwíZ wecYb †K›`ª¸‡jv kn‡ii cÖvY ‡K‡›`ª ev AvaywbK
hvZvqvZ eë¯’v we`¨gvb Ggb kniZjx‡Z M‡o D‡V| ZvB †h †Kvb ¯’vb n‡Z †µZvMY AwZ mn‡RB
wecwY †K‡›`ª MgbvMgb Ki‡Z cv‡i|
3. mgq I kÖg n«vm (Reduction of Time and Labor): Kg©e¨¯ÍZvi g‡a¨ †µZviv cY¨`ªe¨ µq ev
msMÖ‡ni Rb¨ AwaK mgq e¨q Ki‡Z bvivR| e¨¯Í gvby‡liv mvaviYZ cwiev‡ii cÖ‡qvRbxq mKj `ªe¨mvgMÖx
GKB ¯’vb n‡Z µq Ki‡Z Pvq| ‡µZv‡ì cÖZ¨vkvi meUzKzB cwiKwíZ wecYb †K‡›`ªi gva¨‡g cwic~iY
Kiv m¤¢e| G †K›`ª¸‡jv‡Z †µZv‡ì cÖ‡qvRbxq mKj cY¨ GKB ¯’v‡b cvIqv hvq, ZvB cY¨ µ‡q Zv‡ì
Kg mgq I kÖg e¨q nq|
4. ‡mev cÖvwß (Service Facilities): cY¨ µ‡qi cvkvcvwk ‡µZvmvaviY Av‡iv evowZ wKQz †mev †c‡Z
Pvq| †hgb: cÖ‡qvR‡b wekÖv‡gi eë¯’v, we‡bv`b, dv÷ dzWmn Ab¨vb¨ Lv`¨, Mvox cvwK©s-Gi myweav,
ev”Pv‡ì †Ljv-ayjvi eë¯’v, µqK…Z cY¨ en‡b †QvU †QvU Uªwj BZ¨vw`| cwiKwíZ wecYb †K‡›`ª ‡µZv‡ì
Kvw•LZ Giƒc mKj †mevi eë¯’v ivLv nq|
5. gvbm¤§Z cY¨ cÖvwß (Collection of Quality Product): cwiKwíZ wecYb †K›`ª¸‡jvi mybvg a‡i
ivLvi Rb¨ GLv‡b gvbm¤§Z cb¨`ªe¨ weµq Kiv nq| †`wkq gv‡bi cvkvcvwk AvšÍRv© wZK gvbm¤§Z cY¨
weµq Kiv nq| ZvB †µZviv wbwð‡šÍ cwiKwíZ wecYb †K›`ª n‡Z gvbm¤§Z cY¨ msMÖn Ki‡Z cv‡i|
L) we‡µZv‡ì `„wó‡KvY n‡Z myweav (Advantages from the Viewpoint of Sellers):
1. AwaK weµq (More Sales): cwiKwíZ wecwY †K‡›`ª GKB ¯’v‡b wewfbœ cÖKvi c‡Yï †`vKvb _v‡K|
hvZvqv‡Zi myweav _vKvq `~ieZ©x GjvKv n‡Z cY¨ µ‡qi Rb¨ †µZviv wecwb †K‡›`ª Dcw¯’Z nq| d‡j
AwaK ‡µZvi mgv‡ek N‡U Ges AwaK weµq wbwðZ nq|
2. e„n`vqZb µ‡qi myweav (Benefit of Large Sale Purchase): cwiKwíZ wecYb †K‡›`ª wecyj Pvwn`vi
Ki‡Y ch©vß †µZvi mgv‡ek N‡U| d‡j weµ‡qi cwigvY e„w× cvq| †µZv‡ì wecyj Pvwn`vi †cÖwÿ‡Z
we‡µZv‡ì‡KI AwaK cwigv‡b cY¨ msMÖn Ki‡Z nq| Avi GK m‡½ AwaK cwigv‡Y cY¨ µq Kiv n‡j
evÆvi myweav, cwienb myweav, evKx‡Z µ‡qi myweavmn bvbv iKg myweav cvIqv hvq|
3. cÖPv‡ii myweav (Advantage of Publicity):GK¯’v‡b wewfbœ c‡Yï †`vKvb _v‡K e‡j †Kvb GKRb
‡µZv †Kvb GKwU `ªe¨ µq Ki‡Z wecwY‡K‡›`ª cÖ‡ek Ki‡j Ab¨vb¨ c‡Yï †`vKvb¸‡jvI bR‡i c‡o|
d‡j Ab¨vb¨ c‡Yï ‡`vKv‡bi Rb¨ AwZwi³ cÖPv‡ii cÖ‡qvRb c‡o bv| Z‡e Giƒc wecwY‡K‡›`ª cwiPvjbv
KwgwUi gva¨‡g gv‡S-g‡a¨ †K›`ªxqfv‡e weÁvc‡biI eë¯’v Kiv nq|
4. e¨vsK I wegv myweav (Facility of Bank and Insurance): AvaywbK we‡k¦ eëmv‡qi mnvqK wn‡m‡e
e¨vsK I wegvi ¸iæZ¡ Acwimxg| cwiKwíZ wecYb †K‡›`ª e¨vsK I wegv cÖwZôv‡bi Rb¨ Avjv`v RvqMv
ivLv nq, †hLv‡b Giƒc cÖwZôvbmg~n Zv‡ì kvLv ¯’vcb K‡i| Gi d‡j cwiKwíZ wecYb †K‡›ìª
eëmvqx‡ì‡K e¨vsK I wegv myweav †bIqvi Rb¨ evB‡i †h‡Z nq bv|
5. wbivcËvi myweav (Advantage of Security): Ab¨vb¨ wecYb †K‡›`ªi †P‡q cwiKwíZ wecYb ‡K‡›`ª
wbivcËvi welqwU ¸iæ‡Z¡i mv‡_ we‡ePbv Kiv nq| Giƒc wecYb †K‡›`ª wbR¯^ ZË¡veav‡b wmwKDwiwU MvW©,
wmwm K¨v‡giv, AwMœ wbe©vcK hš¿, Riæix AvMgb I cÖ¯v’ ‡bi ¯’vbmn AvaywbK wbivcËv eë¯’v M‡o †Zvjv
nq| Avevi miKvwifv‡eI G †ÿ‡Î wbivcËvi eë¯’v Kiv nq|
cwi‡k‡l ejv hvq, DcwiD³ myweav¸‡jvi Kvi‡Y eZ©gv‡b cwiKwíZ wecYb †K›`ª¸‡jv GKw`‡K †hgb mvaviY
gvby‡li Kv‡Q µgvš^‡q RbwcÖq n‡q DV‡Q, Ab¨w`‡K †Zgwb we‡µZvMYI wecwYi gva¨‡g e¨vcK myweav AR©‡b mÿg
n‡”Q|
cwiKwíZ wecYb ‡K‡›`ªi Amyweav (Disadvantages of Planned Shopping Center)

AvaywbK we‡k¦ cwiKwíZ wecYb †K‡›`ªi e¨vcK myweav _vKv m‡Ë¡I Gi wKQy wKQz AmyweavI we`¨gvb| hvi d‡j G
wecwY †K›`ª¸‡jv mgv‡jvPbvi D‡aŸ© bq| wb‡¤œ cwiKwíZ wecYb †K‡›`ªi Amyweavmg~n Av‡jvPbv Kiv n‡jv:
1. AwaK g~ja‡bi cÖ‡qvRb (Need of More Capital): cwiKwíZ wecwY †K‡›`ªi GK GKwU †`vKv‡bi
c‡Rkb µq ev fvov eve` cÖPzi UvKv e¨q Ki‡Z nq| ZvQvov cÖwZwU †`vKv‡bi mvRm¾vi wcQ‡b e¨vcK
e¨q Kivi cÖ‡qvRb| d‡j G wecYb eë¯’vq eëmvqx‡ì e¨vcK cwigv‡Y g~ja‡bi cÖ‡qvRb nq, hv GKRb
mvaviY eëmvqxi c‡ÿ †hvMvb †Ìqv AZ¨šÍ KwVb|
2. AZ¨waK e¨qeûj wecYb eë¯’v (More Costly Shopping System): cwiKwíZ wecYb †K‡›`ª
AvaywbK mvRm¾v I AvaywbK my‡hvM-myweav we`¨gvb _v‡K| †K›`ªxqfv‡e kxZvZc wbqwš¿Z hš¿ ¯’vcb,
wjdU, AwMœ wbe©vcK hš¿, ch©vß RvqMv, cvK© BZ¨vw`mn bvbv ai‡bi AvaywbK eë¯’v ivLvi Kvi‡Y G wecYb
†K›`ª¸‡jv AZ¨šÍ e¨qûj wecYb eë¯’vq cwYZ nq|
3. AwaK cY¨ g~j¨ (More Product Price): cwiKwíZ wecwY †K›`ª eo eo kn‡i cÖwZwôZ nq e‡j
†`vKvb fvov I Avbylw½K e¨q AwaK nq| ZvQvov Kg©x‡ì †eZb I †`vKv‡bi mvRm¾v eve` e¨qI AwaK
nq| G Kvi‡Y ¯^vfvweKfv‡eB mvavi‡Yi Zzjbvq GKUz †ewk g~‡j¨ cY¨`ªe¨ weµq Kiv nq| Giƒc g~‡jï
Kvi‡Y mvaviY †µZvMY G wecwY †K‡›`ª Avm‡Z Pvq bv|
4. †QvU kni I MÖvgvÂ‡ji †µZvMY ewÂZ (Customers from Small Towns and Villages are
Deprieved): cwiKwíZ wecwY †K›`ª¸‡jv eo eo kni Ges ch©Ub GjvKvq M‡o D‡V| G Ki‡Y †QvU
†QvU kni I MÖv‡gi gvbyl G wecYb †K‡›`ªi ‡mev †_‡K ewÂZ nq| Z‡e Giƒc †µZvmvavi‡Yi µq ÿgZv
mxwgZ nIqvi Kvi‡YI Zviv cwiKwíZ wecYb †K‡›`ª Av‡m bv|
5. AbvûZ †jvK‡ì wfo (Gathering of Unwanted People): cwiKwíZ wecYb †K‡›`ªi GKwU eo
Amyweav nj GLv‡b AbvnyZ †jvK‡ì wfo jÿ‡Pv‡L c‡o| A‡bK mgq †`Lv hvq, ïaygvÎ ‡Nviv‡div ev
AvÇv †Ìqvi Rb¨ wKQz msL¨K †jvK Ah_v G †K‡›`ª Av‡m| G my‡hv‡M A‡bK Lvivc ‡jvKRbI G
†K›`ª¸‡jv‡Z R‡ov n‡q wecwY †K‡›`ªi mvwe©K cwi‡ek‡K ÿwZMÖ¯Í K‡i †Zv‡j|
cwi‡k‡l ejv hvq, cwiKwíZ wecwY †K›`ª¸‡jv AvaywbK wecwYi GKwU Ab¨Zg ms‡hvRb n‡jI GwUi g‡a¨ I †ek
wKQz Amyweav we`¨gvb| G mKj Amyweavi g‡a¨ AZ¨waK cY¨ g~j¨, AbvnZ †jvKR‡bi wfo, mvaviY RbM‡Yi
Abxnv BZ¨vw` Ab¨Zg|

cwiKwíZ wecwY‡Z cY¨ µq Ki‡j GKRb †µZv wK ai‡bi myweav †fvM

wkÿv_©xi KvR
K‡i?
mvims‡ÿc:
†h weµq †K‡›`ª cÖ‡qvRbxq mKj cY¨`ª‡eï wecwYmn cY¨mvgMÖx µq-weµ‡qi Avbylw½K my‡hvM-myweav we`¨gvb
_v‡K, Zv‡K cwiKwíZ wecwY †K›`ª e‡j| cwiKwíZ wecYb †K‡›`ª †µZv-we‡µZvi g‡a¨ c~Y© cÖwZ‡hvwMZv
we`¨gvb _v‡K| KviY Giƒc wecwb‡Z GKvwaK †µZvI †hgb _v‡K, Ab¨w`‡K GKvwaK we‡µZvI _v‡K|
cwiKwíZ wecwYi myweav¸‡jv n‡jv- cQ›`gZ cY¨ µq, hvZvqv‡Zi myweav, mgq I kÖg n«vm, ‡mev cÖvwß, gvb
m¤§Z cY¨ cÖvwß, AwaK weµq, e„n`vqZb µ‡qi myweav, cÖPv‡ii myweav, e¨vsK I wegv myweav Ges wbivcËvi
myweav| cwiKwíZ wecYb Gi Amyweav¸‡jv n‡jv- AwaK g~ja‡bi cÖ‡qvRb, AZ¨waK e¨qeûj wecYb eë¯’v,
AwaK cY¨g~j¨, ‡QvU kni I MÖvgÂ‡ji †µZvMY ewÂZ I AbvûZ †jvK‡ì wfo|

1| cvwK©s myweav, AZ¨vaywbK †Kbv-KvUvi myweav I myweb¨¯Í ‡`vKvb i‡q‡Q †Kvb& ai‡bi wecwY‡Z?
K) mycvi gv‡K©U L) ‡PBb †÷vi
M) wWcvU©‡g›U †÷vi N) cwiKwíZ wecwY‡K›`ª|
2| cwiKwíZ wecwYi myweav n‡jv wb‡Pi †Kvb&wU?
i) wbivc` cwi‡ek
ii) cvwK©s eë¯’v
iii) c„_K wefvM
3| cwiKwíZ wecwYi Amyweav wb‡Pi †Kvb&wU?
i) AwaK g~jab
ii) e¨vswKs myweavi Afve
iii) e¨qeûj
cvV-10.4 †PBb †óvi

(Chain Store)
D‡Ïk¨

• †PBb †óvim¤ú‡K© aviYv Ki‡Z cvi‡eb;Ges
• †PBb †óvi-Gi myweav I Amyweav Rvb‡Z cvi‡eb|
gvbm¤§Z cY¨, eª¨vÛ cwiwPwZ, e„n`vqZb µq|

†PBb †óvi-Gi aviYv (Concept of Chain Store)

†PBb †óvi ev wecwYgvjv GK ai‡bi e„n`vqZb LyPiv eëmvq cÖwZôvb| GKB gvwjKvbvaxbI
wbqš¿Yvaxb GKvwaK kvLv-†`vKv‡bi gva¨‡g G ai‡bi eëmvq cwiPvwjZ nq| Giƒc eëmv‡qi †ÿ‡Î wb‡Riv cY¨
Drcv`b bv K‡i Drcv`‡Ki wbKU n‡Z GKm‡½ AwaK cwigvY cY¨`ªe¨ µq K‡i ‡K›`ªxq ev AvÂwjK ¸`v‡g Rgv
ivLv nq Ges c‡i wewfbœ AÂ‡j Aew¯’Z kvLv-†`vKv‡bi gva¨‡g Zv weµq Kiv nq| Gi gva¨‡g wewfbœ GjvKvi
kvLv-†`vKvb †_‡K †fv³viv wewfbœ ai‡bi cY¨ µq Ki‡Z cv‡i|‡PBb †÷v‡ii †K›`ªxqfv‡e µq Ges we‡K›`ªxqfv‡e
weµq ‡PBb †÷v‡ii we‡kl êwkó¨|
‡PBb †óvi m¤úwK©Z `yBwU msÁv GLv‡b D‡jøL Kiv n‡jv-
Philip Kotler & Gary Armstrong Gi g‡Z,“Chain stores are two or more outlets that are
owned and controlled in common have central buying and merchandising, and sell similar
line of merchandise.” A_©vr ‡PBb †óvi n‡jv `yB ev Z‡ZvwaK †`vKvb hv GKB gvwjKvbv I wbqš¿‡Y
_v‡K, ‡K›`ªxqfv‡e µq I eëmvq K‡i Ges GKB mvwii cY¨ weµq K‡i|
Boove, Houston & Thill Gi g‡Z,“Stores owned and operated as a group by single
corporate organization are called chain store.” A_©vr GKK msMV‡bi gvwjKvbv I cwiPvjbvq
GKvwaK wecwY‡K wecwYgvjv/†PBb †óvi e‡j|
wb‡¤œ †PBb †óvi ev wecwYgvjvi êwkó¨vewj Av‡jvPbv Kiv n‡jv-
 GKvwaK kvLv ¯’vc‡bi gva¨‡g Giƒc eëmv‡qi eëmvwqK Kvh©µg cwiPvwjZ nq|
 †`k-we‡`‡ki wewfbœ ¯’v‡b GKvwaK kvLv _vK‡jI mKj kvLvi gvwjKvbv I eë¯’vcbv GKB KZ…c © ‡ÿi
Aax‡b _v‡K|
 wecwYgvjvi wewfbœ kvLvq GKB ai‡bi cY¨ weµq Kiv nq| A_©vr Giƒc wecYb eë¯’vq mKj kvLv‡Z †h
mKj cY¨ weµq Kiv nq, Zv GKB gv‡bi I GKB ai‡bi n‡q _v‡K|
 wecwYgvjv †h‡nZz e„n`vqZb LyPiv eëmvq cÖwZôvb, ZvB wecwb kvLvmg~n mvaviYZ eo eo kn‡i M‡o
†Zvjv nq|
 wecwYgvjv eë¯’vq †Kvb cY¨ Drcv`b Kiv nq bv, eis wewfbœ Drm n‡Z cY¨mvgMÖx msMÖn K‡i wbR¯^
eë¯’vq weµq KivB wecwYgvjvi KvR|

 wecwYgvjvi AšÍfy©³ kvLvmg~‡ni web¨vm eë¯’v GKB iƒc nq| G‡ì bvg, iO, mvR-m¾v, Kvh© cÖwµqv
BZ¨vwì †ÿ‡Î mKj kvLv GKBiƒc web¨vm eë¯’v †g‡b P‡j|
 wecwYgvjvi mKj cY¨ †K›`ªxq µ‡qi AvIZvq µq K‡i wbw`©ó ¸`v‡g msiÿY Kiv nq Ges cieZ©x‡Z
cÖ‡qvRb Abyhvqx wewfbœ wecwY‡Z mieivn Kiv nq|
 wewfbœ ¯’v‡b cY¨ weµq Kiv n‡jI cÖwZwU kvLvq c‡Yï g~j¨ GKBiƒc _v‡K|
cwi‡k‡l ejv hvq, wecwYgvjv ev †PBb †óvihwÌ GK ai‡bi LyPiv eëmvq cÖwZôvb, ZeyI Gi g‡a¨ Dc‡ii ¯^Zš¿
êwkó¨¸‡jv we`¨gvb| G mKj êwk‡óï Av‡jv‡K †h †KD †PBb †÷vi‡K mn‡RB Ab¨vb¨ LyPi eëmvq n‡Z
Avjv`v Ki‡Z cv‡i| ms‡ÿ‡c, wecwYgvjv n‡jv Ggb GK ai‡bi LyPiv e„n`vqZb eëmv hvi gva¨‡g GKB
gvwjKvbvq GKvwaK kvLv cwiPvwjZ nq|
‡PBb †óvi-Gi myweav (Advantages of Chain Store)

GKB gvwjKvbv I wbqš¿Yvaxb wewfbœ kvLv †`vKv‡bi gva¨‡g GK ev GKvwaK cY¨`ªe¨ weµ‡q wb‡qvRZ cÖwZôv‡bi
mgwó‡K wecwYgvjv ejv nq| G ai‡bi eëmv‡qi †ÿ‡Î †`‡k I we‡`‡ki wewfbœ ¯’v‡b kvLv ¯’vc‡bi gva¨‡g
eëmvwqK Kh©µg cwiPvwjZ nq| wb‡¤œ †µZv I we‡µZvi `„wó‡KvY n‡Z wecwYgvjv ev †PBb †÷v‡ii myweavewj
K. †µZvi `„wó‡KvY n‡Z myweav (Advantages from the Viewpoint of Buyers):
1. mgq I kÖg n«vm (Less Time and Labor): wecwYgvjv‡Z GK ev GKvwaK cY¨mvgMÖx c~e-© wba©vwiZ g~‡j¨
wewµ Kiv nq| d‡j †µZvmvaviY Zv‡ì cQ›`gZ `ªe¨wU Giƒc wecwY n‡Z AwaK mgq I kÖg e¨q bv K‡i
AwZ mn‡RB µq Ki‡Z cv‡i|
2. ìKlvKwl ‡_‡K gy³ (Free from Bargaining): wecwYgvjv‡Z cY¨mvgMÖx GK `v‡g weµq Kiv nq|
ZvB G†ÿ‡Î c‡Yï `vg wb‡q ì KlvKwli †Kvb my‡hvM _v‡K bv| GKvi‡Y ìKlvKwli evowZ Sv‡gjv
†_‡K †µZv I we‡µZv DfqB gy³ _v‡K|
3. gvbm¤§Z cY¨ msMn (Collection of Quality Product): wecwYgvjv‡Z me mgq gvbm¤§Z cb¨ weµq
Kiv nq| G Kvi‡Y c‡Yï g~j¨ ¯^vfvwe‡Ki Zzjbvq GKUz †ewk ivLv nq| Z‡e `vg GKUz †ewk n‡jI
†µZviv Giƒc wecwY n‡Z gvbm¤§Z cY¨ †c‡Z cv‡i|
4. AvKl©Yxq cwi‡ek (Attractive Environment): wecwYgvjvi cwi‡ek Ab¨vb¨ †h †Kvb wecwY n‡Z
GKUz Avj`v| GLv‡b †µZv‡ì Dc‡P cov wfo _v‡K bv, ev _vK‡jI †µZv‡ì AvMgb I wbM©g‡bi c_
Avjv`v _vKvq Ges wecwYi cwimi eo _vKvq †Zgb mgm¨v nq bv| ZvQvov eë¯’vcbvi Kvi‡YI
wecwYgvjvi cwi‡ek AvKl©Yxq nq|
5. mvgvwRK gh©v`v e„w× (Increasing Social Status): mvaviYZ mgv‡Ri AwfRvZ †kÖwYi †fv³vmvaviY
wecwYgvjvi MÖvnK n‡q _v‡Kb| ZvB mgv‡R hviv wb‡R‡ì‡K GKUz Avjv`v fve‡Z fvjev‡mb, Zviv G
wecwY‡Z Av‡mb Ges wb‡R‡ì mvgvwRK Ae¯’vb wb‡q Me©‡eva K‡ib| ZvB ejv hvq, wecwYgvjvi
†µZv‡ì g‡a¨ mvgvwRK gh©v`v e„w×i Abyf~wZ m„wó nq|
L. we‡µZvi `„wó‡KvY n‡Z myweav (Advantages from the Viewpoint of Sellers)
1. eª¨vÛ cwiwPwZ (Introducing Brand): wecwYgvjvi AšÍMZ © mKj kvLvq GKB bv‡g, GKB ai‡bi,
GKB gv‡bi cY¨ weµq Kiv nq| ZvB G‡ÿ‡Î cÖwZôv‡bi eª¨vwÛs nq| Avi eª¨vwÛs n‡j †h †Kvb cÖwZôv‡bi
Rb¨ cÖwZ‡hvwMZvq `xN© w`b wU‡K _vKv mnR nq|
2. †µZv AvKl©Y (Attraction to the Customers): wecwYgvjvi gva¨‡g †µZv‡ì AvKl©Y Kiv m¤¢e
nq| Ab¨vb¨ †h‡Kvb wecwY n‡Z G wecwYi ÷vBj, AvKvi, AvqZb, eë¯’vcbvi aib BZ¨vw` wfbœ ai‡bi
n‡q _v‡K| d‡j wecwYgvjvi Giƒc ¯^vZš¿¨ mn‡RB †µZvi †Pv‡L aiv c‡o Ges Zviv wecwYgvjvi w`‡K
AvK…ó nq|
3. ¯’vqx MÖvnK m„wó (Creation of Permanent Customers): wecwYgvjvi gva¨‡g GKw`‡K †hgb
cÖvwZôvwbK eª¨vwÛs m„wó nq, †Zgwb c‡Yï gvb fvj _vKvq †µZvmvaviY ¯’vqx MÖvn‡K cwiYZ nq| KviY
GKevi †Kvb ‡µZv Giƒc wecwY n‡Z cY¨ µq Ki‡j cieZ©x‡Z wZwb Avevi D³ wecwY‡Z cY¨ µ‡qi
Rb¨ Avm‡Z Pvb|
4. bM` weµq (Cash Sales): wecwYgvjv‡Z mKj cY¨ bM‡` weµq Kiv nq| G wecwY¸‡jv‡Z †Kvb
Ae¯’v‡ZB evKx‡Z cY¨mvgMÖx wewµ Kiv nq bv| ZvB evKx Av`v‡qi Sv‡gjv n‡Z Giƒc wecwY¸‡jv
GKw`‡K †hgb gy³ _v‡K, Ab¨w`‡K †Zgwb Kz-S‡Yi gZ A¯^vfvweK cwiw¯’wZ †_‡KI †invB cvq|
5. e„n`vqZb µ‡qi myweav (Benefit of Large Scale Purchase): wecwYgvjvi Ab¨Zg êwkó¨ n‡jv
†K›`ªxf~Z µq Ges we‡K›`ªxf~Z weµq| G‡ÿ‡Î wecwYgvjvi AšÍMZ © mKj wecwYi Rb¨ GKwÎZfv‡e cY¨
µq Kiv nq| d‡j GK‡Î cÖPzi cwigv‡Y cY¨ µq Kivi cÖ‡qvRb c‡o| G Kvi‡Y e„n`vqZb µ‡qi
myweav¸‡jv AwR©Z nq| e„n`vqZb µ‡qi myweav¸‡jv n‡jv Kg g~‡j¨ µq, evÆvi my‡hvM, cwienb LiP
n«vm, evwK‡Z µ‡qi my‡hvM BZ¨vw`|
6. ¯^í cÖmvi e¨q (Less Promotion Cost): eZ©gvb eëmvwqK RvM‡Z weµq cÖmv‡i cÖPzi cwigv‡Y A_©
e¨q Kiv nq| wKš‘ wecwYgvjv‡Z weµq cÖmvi e¨q Kg c‡o| cÖK…wZMZ Kvi‡Y G wecwY¸‡jv eo kn‡i
M‡o D‡V, hv mn‡RB Rbmvavi‡Yi †Pv‡L c‡o| d‡j cY¨ ev †`vKvb cwiwPZKi‡Yi Rb¨ Avjv`vfv‡e
cÖmvig~jK KvR nv‡Z †bIqvi cÖ‡qvRb nq bv|
†PBb †óvi-Gi Amyweav (Disadvantages of Chain Store)

LyPiv eëmv‡qi RM‡Z eª¨vÛ cwiwPwZ, †µZv AvKl©Y, e„n`vqZb µq myweav BZ¨vwì gZ myweav¸‡jvi Kvi‡Y
wecwYgvjv Zv‡ì Ae¯’vb my`„p Ki‡Z mÿg n‡jI G wecwYi †ÿ‡Î †ek wKQz Amyweav cwiwÿZ nq| wb‡¤œ
wecwYgvjv ev †PBb †÷v‡ii Amyweav¸‡jv Av‡jvPbv Kiv n‡jv:
1. g~ja‡bi Afve (Lack of Capital): wecwYgvjv ¯’vcb I †W‡Kv‡ikb, cY¨ µq, weµqKg©x wb‡qvM
BZ¨vwì Rb¨ cÖPzi cwigv‡Y g~ja‡bi cÖ‡qvRb nq| ZvQvov, e„n`vqZb LyPiv eëmvqx nIqvi Kvi‡Y G
eëmv‡qi cwiPvjb e¨qI †ewk| d‡j wecwYgvjvi †ÿ‡Î g~ja‡bi Afve †`Lv ‡`qv ¯^vfvweK|
2. AZ¨waK cwiPvjb e¨q (More Operating Cost): GKvwaK kvLvi gva¨‡g Giƒc eëmvwqK Kvh©µg
cwiPvwjZ nq| Avevi G‡Z wb‡qvwRZ Kg©x‡ì‡K cÖwkÿY, c‡`vbœwZ, gvbm¤§Z †eZb BZ¨vw` †Ìqvi
cÖ‡qvRb c‡o| d‡j wecwYgvjvi cwiPvjb e¨q AZ¨waK nq|
3. D”P g~j¨ (High Price): Ab¨vb¨ wecwY n‡Z wecwYgvjv‡Z c‡Yï g~j¨ GKUz †ewk ivLv nq| Gi d‡j
¯^íwe‡Ëi †µZvMY Giƒc wecwY‡Z Avm‡Z Pvb bv| ZvB ‡`Lv hvq, c‡Yï D”P g~j¨ wecwYgvjvi GKwU
Ab¨Zg Amyweav wn‡m‡e MY¨ nq|
4. cÖkvmwbK RwUjZv (Complex Administratlon): wecwYgvjvi †ÿ‡Î cÖkvmwbK RwUjZv jÿ Kiv
hvq| GKB cÖkvm‡bi AvIZvq †`k-we‡`‡ki wewfbœ ¯’v‡b GKvwaK kvLv cwiPvwjZ nq| d‡j †K›`ªxq
cÖkvm‡bi mv‡_ kvLv cÖkvm‡bi we‡iva m„wó n‡Z cv‡i Ges evo‡Z cv‡i cÖkvmwbK RwUjZv|
5. e¨w³MZ m¤ú‡K©i Afve (Lack of Personal Relations): wecwYgvjv hwÌ LyPiv eëmvq cÖwZôvb,
ZeyI G‡ÿ‡Î †µZv I weµZvi g‡a¨ e¨w³MZ m¤ú‡K©i Afve cwijwÿZ nq| †`k-we‡`‡ki wewfbœ ¯’v‡b
kvLv ¯’vc‡bi Kvi‡Y G wecwYi gvwjK ev gvwjK‡ì mv‡_ †µZv‡ì cÖZ¨ÿ m¤úK© M‡o DVvi †Kvb my‡hvM
_v‡K bv|
6. `ªæZ wm×šÍMÖn‡Yi Afve (Lack of Quick Decision): †K›`ªxf‚Z wm×všÍMnÖ ‡Yi Kvi‡Y Giƒc wecwYi
†ÿ‡Î `ªæZ wm×všÍMÖn‡Yi mgm¨v †`Lv †`q| A_©vr wecwYgvjvi kvLv¸‡jvi Ae¯’vb cÖkvmwbK †K›`ª n‡Z
`~‡i _vKvq eë¯’vc‡Ki c‡ÿ `ªæZ †K›`ªxqfv‡e wm×všÍ MÖnY Kiv m¤¢e nq bv|
7. `yb©v‡gi m¤¢vebv (Possibility of Discredit): me wKQz wVKVvK _vK‡jI †h †Kvb GKwU kvLvi `ybv© ‡gi
Kvi‡Y cy‡iv eëmv‡qi Dci `yb©vg †b‡g Av‡m| G Kvi‡Y wecwYgvjvi AšÍMZ © cÖwZwU wecwY‡K K‡Vvifv‡e
wbqš¿‡Yi eë¯’v Kivi cª‡qvRb nq| ZviciI Giƒc eëmv‡qi †ÿ‡Î KLbI KLbI `ybv© ‡gi gZ
AbvKvw•ÿZ Ae¯’vi m„wó nq|

8. bgbxqZvi Afve (Lack of Flexibility): bgbxqZv ej‡Z cwi‡e‡ki Av‡jv‡K cwiewZ©Z cwiw¯’wZi
mv‡_ Lvc LvB‡q †bqv‡K eySvq| †µZv‡ì Pvwn`vgZ ev cwi‡ek-cwiw¯’wZi Av‡jv‡K †Kvb †Kvb †ÿ‡Î
cY¨ mvwi‡Z ev `v‡g ev ixwZ-bxwZ‡Z cwieZ©b Avbv Avek¨K| wKš‘ †K›`ª n‡Z mKj wKQz wbqš¿Y Kivq
bgbxqZvi Afve cwijwÿZ nq|
9. mvaviY †fv³v‡ì Abxnv (Apathy of Ordinary Customers): AwaK cY¨g~j¨, e¨wZµgx eë¯’vcbv,
Avjv`v mvR-m¾v BZ¨vwì Kvi‡Y G wecwYi cÖwZ mvaviY †µZv‡ì AvMÖ‡ni Afve †`Lv hvq, hv mvgwMÖK
wePv‡i G eëmv‡qi GKwU Ab¨Zg Amyweav wn‡m‡e MY¨ nq|
cwi‡k‡l ejv hvq, †PBb †óviAvaywbK e„n`vqZb LyPiv eëmvq n‡jI Giƒc †÷v‡ii †ek wKQz Amyweav we`¨gvb| G
Amyweav¸‡jvi Kvi‡Y †PBb †óviGLbI mvaviY RbM‡Yi gv‡S †Zgb RbwcÖqZv AR©‡b mÿg nqwb|
wkÿv_©xi KvR evsjv‡`‡k eëmviZ 2wU †PBb †÷v‡ii bvg wjLyb|
mvims‡ÿc:
wecwYgvjv n‡jv Ggb GK ai‡bi LyPiv e„n`vqZb eëmv hvi gva¨‡g GKB gvwjKvbvq GKvwaK kvLv cwiPvwjZ
nq| wecwYgvjv †h‡nZz e„n`vqZb LyPiv eëmvq cÖwZôvb, ZvB wecwb kvLvmg~n mvaviYZ eo eo kn‡i M‡o
†Zvjv nq| wecwYgvjvi myweav¸‡jv n‡jv: mgq I kÖg n«vm, ìKlvKwl n‡Z gy³, gvbm¤§Z cY¨ msMªn, AvKl©Yxq
cwi‡ek, mvgvwRK gh©v`v e„w×, cÖvwZôvwbK eª¨vwÛs, †µZv AvKl©Y, ¯’vqx MÖvnK m„wó, bM` weµq, e„n`vqZb µ‡qi
myweav Ges ¯^í cÖmvi e¨q| wecwYgvjv eëmvi wKQz AmyweavI i‡q‡Q| †m¸‡jv n‡jv g~ja‡bi Afve, AZ¨waK
cwiPvjb e¨q, D”P g~j¨, cÖkvmwbK RwUjZv, e¨w³MZ m¤ú‡K©i Afve, `ªæZ wm×všÍMnÖ ‡Yi Afve, `ybv© ‡gi
m¤¢vebv, bgbxqZvi Afve Ges mvaviY †fv³v‡ì Abxnv|
√) wPý w`b-
1| wb‡Pi †Kvb&wU †PBb †÷v‡ii D`vniY?
K) wbD gv‡K©U L) hgybv wdDPvi cvK©
M) ¯^cœ N) ivB‡dj †¯‹vqvi
2| wb‡Pi †Kvb&wU †PBb †÷v‡ii Amyweav?
K) D”P g~j¨ L) bM‡` weµq
M) ¯^í cÖmvi e¨q N) Kg g~ja‡bi cÖ‡qvRb
3| †PBb †÷v‡i cY¨ wKfv‡e web¨¯Í _v‡K?
K) Aweb¨¯Í L) G‡jv‡g‡jv
M) RvuRgKc~Y© N) myweb¨¯Í
cvV-10.5 wWcvU©‡g›Uvj †óvi

Departmental Store
D‡Ïk¨

• wWcvU©‡g›Uvj †óvim¤ú‡K© aviYv Ki‡Z cvi‡eb; Ges
• wWcvU©‡g›Uvj †óvi-Gi myweav I Amyweav Rvb‡Z cvi‡eb|
LyPiv eëmv, ‡K›`ªxq eë¯’vcbv, ¯’vqx MÖvnK|

wWcvU©‡g›Uvj †óvi-Gi aviYv (Concept of Departmental Store)

wefvMxq wecwY GKB eë¯’vcbvi Aax‡b cwiPvwjZ I wbqwš¿Z GKwU e„n`vqZb LyPiv eëmvq cÖwZôvb|
GKB `vjv‡b Aew¯’Z GKB gvwjKvbv I cwiPvjbvq wewfbœ ai‡bi cY¨ c„_K c„_K wefv‡M mvwR‡q weµq Kiv n‡j
Zv‡K wefvMxq wecwY e‡j| cY¨ ev †µZvi wewfbœZv Abyhvqx GB ai‡bi eëmvq wefvM¸‡jv AvKl©Yxqfv‡e
mvRv‡bv _v‡K| ZvB †µZv ev †fv³v ¯^v”Q‡›`¨ c‡Yï cmiv ‡_‡K wb‡Ri cQ›` Abyhvqx µq Ki‡Z cv‡i|
wefvMxq wecwY m¤ú‡K© †Ìqv `ywU msÁv-
Philip Kotler & Gary Armstrong Gi g‡Z,“Departmental store is a retail organization that
carries a wide variety of product lines.” A_©vr wefvMxq wecwY n‡jv GKwU LyPiv msMVb hv wewfbœ
cÖKv‡ii cY¨mvwi wb‡q eëmvq K‡i|
Boove, Houston & Thill Gi g‡Z,“Departmental store is a large general merchandise
retailer selling a wide variety of products at full price with full service.” A_©vr wefvMxq wecwb
n‡jv GKwU e„nr AvKv‡ii LyPiv eëmvq hv‡Z êwPÎ¨m¤úbœ cY¨mvgMÖx c~Y© g~‡j¨ c~Y© †mevmn weµq Kiv nq|
wb‡¤œ wefvMxq wecYxi êwkó¨vewj Av‡jvPbv Kiv n‡jv:

 e„n`vqZb LyPiv eëmvq GKvwaK wefvM Ly‡j †fv³v‡ì mKj cÖKvi Pvwn`v c~i‡Yi †Póv Kiv nq| G
Kvi‡Y LyPiv eëmvq nIqv m‡Ë¡I Rbej, g~jab, µq-weµq BZ¨vwì Kvi‡Y wWcvU©‡g›Uvj †óvi
e„n`vqZ‡bi n‡q _v‡K|
 †fv³v‡ì cÖK…wZ Abyhvqx mgMÖ msMVb hwÌ Avjv`v-Avjv`vfv‡e fvM K‡i ¯^Zš¿ wefvM m„wó K‡i
eëmvwqK Kvh©µg Pvjbv Kiv nq, ZeyI c„_KK…Z mKj wefvM †K›`ªxqfv‡e GKB eë¯’vcbvi Aax‡b
cwiPvwjZ I wbqwš¿Z nq|
 wefvMxq wecwY n‡jv Ggb GKwU e„n`vqZb LyPiv eëmvq cÖwZôvb, hv GKB `vjv‡b Aew¯’Z _v‡K| |
 wefvMxq wecwY‡Z †µZv‡ì cÖK…wZ A_ev c‡Yï cÖK…wZi Av‡jv‡K mgMÖ KvR‡K wewfbœ fv‡M fvM Kiv nq|
G wefvM¸‡jv n‡Z cv‡i- cyiæl wefvM, gwnjv wefvM, wK‡kvi wefvM BZ¨vw`| Avevi c‡Yï cÖK…wZ Abyhvqx
†Ljbv wefvM, mewR wefvM, †÷kbvix wefvM BZ¨vw` wefvMI _vK‡Z cv‡i|
 wefvMxq wecwY‡Z †µZv ev c‡Yï êwk‡óï Av‡jv‡K mgMÖ Kvh©µg wewfbœ fv‡M fvM Kiv n‡jI
mgwš^Zfv‡e Kvh©µg cwiPvwjZ nq|

 Giƒ eëmvq †h‡nZz e„n`vqZb I ¯’vqx cÖK…wZi nq, G Kvi‡Y eo eo kn‡ii myweavRbK ¯’v‡b GwU ¯’vwcZ
nq|
 mvRm¾vi w`K w`‡qI wefvMxq wecwY Abb¨ êwk‡óï AwaKvix| Av‡jv Sjgj web¨vm-eë¯’v,
wefvM¸‡jvi cvkvcvwk Ae¯’vb, †µZv‡ì mnR AvMgb I wbM©gb, Pjv‡divi Rb¨ ch©vß RvqMv BZ¨vw` G
wecwY‡K Abb¨ êwkó¨ G‡b †`q|
 wefvMxq wecwYi mKj weµq bM‡` m¤úvw`Z nq| bM` ej‡Z wewnZ g~`vª ev †WweU KvW©, gv÷vi KvW©,
wmjfvi KvW©, cøvwUbvg KvW©, wfmv KvW© BZ¨vw`‡K eyS‡bv nq|
 wefvMxq wecwYi †ÿ‡Î wewfbœ Drm n‡Z bvbv ai‡bi cY¨ msMÖn K‡i GKB `vjv‡b weµq Kvh©µg m¤úv`b
Kiv nq|
 LyPiv eëmvq cÖwZôvb nIqv m‡Ë¡I Giƒc eëmv‡qi †ÿ‡Î µq I weµ‡q miKv‡ii mKj bxwZ K‡Vvifv‡e
AbymiY Kiv nq|
cwi‡k‡l ejv hvq, wWcvU©‡g›Uvj †óvin‡jv Ggb GKwU e„n`vqZb LyPiv eëmvq cÖwZôvb †hLv‡b GKB ¯’v‡b wewfbœ
wefvM ¯’vc‡bi gva¨‡g Zv‡ì eëmvwqK Kvh©µg m¤úv`b Kiv nq| mgwš^Z Kvh©µg, †K›`ªxq wbqš¿Y, AZ¨vaywbK
mvRm¾v Giƒc eëmv‡qi Ab¨Zg êwkó¨ wn‡m‡e MY¨ nq|
wWcvU©‡g›Uvj †óvi-Gi myweav (Advantages of Departmental Store)

wWcvU©‡g›Uvj †óvi ev wefvMxq wecwY e„n`vqZb LyPiv eëmvq cÖwZôvb| ZvB e„n`vqZb eëmv‡q †h mKj myweav
we`¨gvb _v‡K, †m mKj myweav G wecwYi †ÿ‡ÎI cwijwÿZ nq| wb‡¤œ †µZv I we‡µZvi `„wó‡KvY n‡Z wefvMxq
wecwYi myweavewj Av‡jvPbv Kiv n‡jv:
K. †µZvi `„wó‡KvY n‡Z (From the Viewpoint of Buyer):
1. mgq I kÖg n«vm (Reducing Time and Labor): GKB `vjv‡b ev GKB ¯’v‡b wefvMxq wecwY M‡o
D‡V| Giƒc wecwY‡Z †fv³v‡ì Pvwn`v gZ mKj cY¨ GKB ¯’v‡b wewfbœ wefv‡M fvM K‡i weµq Kiv nq|
ZvB †µZvmvaviY AwZ Aí mg‡q Ges Kg kÖg e¨q K‡i Zv‡ì cY¨mvgMÖx msMÖn Ki‡Z mg_© nq| ZvQvov
GK `v‡g cY¨ wewµ Kivq †µZv‡ì `vg wba©vi‡Yi Rb¨ evowZ wPšÍv Ges mgq bó Kivi cÖ‡qvRb nq bv|
2. AwaK µ‡qi my‡hvM (Opportunity of More Purchase): wefvMxq wecwY n‡Z †µZvmvaviY AwaK
µ‡qi my‡hvM MÖnY Ki‡Z cv‡i| G‡ÿ‡Î wewfbœ jU µ‡qi Rb¨ wewfbœ ai‡bi evÆvi my‡hvM †Ìqv nq| Avevi,
wewfbœ c¨v‡K‡R cY¨ µ‡qi †ÿ‡Î wewfbœ ai‡bi myweav cÖ`vb Kiv nq| G mKj evowZ myweav MÖn‡Yi Rb¨
†µZviv AwaK µ‡q Drmvnx nq|
3. DbœZ gv‡bi cY¨ (High Quality Product): wefvMxq wecwY‡Z DbœZ gv‡bi cY¨ weµq Kiv nq| `vg
GKUz †ewk n‡jI DbœZ gv‡bi cY¨ †c‡q †µZviv Giƒc wecwY‡Z †KbvKvUv Ki‡Z DrmvwnZ nb|
we‡µZvMY GKw`‡K †hgb Zv‡ì mybvg-myL¨vwZ AR©b I †µZv a‡i ivLvi Rb¨ DbœZ gv‡bi cY¨ wewµ
K‡ib, Ab¨w`‡K †µZvivI Giƒc wecwY n‡Z DbœZ gv‡bi I wb‡f©Rvj cY¨ µq Ki‡Z cv‡ib|
4. cÖZviYvi m¤¢vebv Kg (Little Possibilty of Fraud): wefvMxq wecwY cÖwZwôZ I ¯’vqx cÖK…wZi
e„n`vqZb eëmvq cÖwZôvb| mgv‡Ri cÖwZ G‡ì `vqe×Zv A‡bK| `vqe×Zvi Kvi‡Y Giƒc wecwY‡Z
†fRvjgy³ I gvbm¤§Z cY¨ weµq Kiv nq| G Kvi‡Y wefvMxq wecwY n‡Z cY¨ µq Ki‡j †µZvmavi‡Yi
cÖZvwiZ nIqvi m¤¢vebv LyeB Kg _v‡K|
5. AvKl©Yxq cwi‡ek (Attractive Environment): wefvMxq wecwYi web¨vm cwiKíbv AZ¨šÍ PgrKvi
Ges ev¯Íem¤§Z| †µZv‡ì AvMgb I cÖ¯v’ ‡bi Rb¨ ch©vß cwigv‡Y c_ ivLv nq| Avevi wecwY‡Z PjvPj
Kivi RbÏ ch©vß cwigv‡Y ¯’vb ivLv nq| ZvQvov, wkï‡ì †Ljvi Rb¨ eë¯’v ivLv nq| Giƒc wecwYi
weµqKg©xiv AZ¨šÍ `ÿ, f`ª I weµwqKZvi ¸Y m¤úbœ nIqvq Zv‡ì eënviI AZ¨šÍ fvj| G mKj
Kvi‡Y wefvMxq wecwYi cwi‡ek †ek AvKl©Yxq|
L) we‡µZvi `„wó‡KvY n‡Z (From the Viewpoint of Seller):
1. e„n`vKv‡i µq-weµ‡qi myweav (Advantage of Large Scale Trade): wefvMxq wecwYi †ÿ‡Î
e„n`vqZb µq-weµ‡qi myweav¸‡jv cvIqv hvq| e„n`vqZb µ‡qi myweav¸‡jv n‡jvt µ‡qi Dci evÆv
MÖnY, cwienb myweav, fvj gv‡bi cY¨ µq BZ¨vw`| Avevi e„n`vqZb weµ‡qi myweav¸‡jv n‡jv ZzjbvgyjK
Kg e¨‡q cY¨ weµq, bM‡` cY¨ weµq, AwaK cwigv‡Yi cY¨ weµq BZ¨vw`|
2. e¨q n«vm (Reducing Cost): GKB ¯’v‡b ev GKB `vjv‡b Giƒc wecwY cÖwZwôZ nIqvq mKj w`K
we‡ePbvq mKj cÖKvi e¨q ms‡KvPb Kiv m¤¢e| GKvwaK `vjvb ˆZwi ev fvov †bIqvq †h cwigvY e¨q nq
Zvi †P‡q Zzjbvg~jK A‡bK Kg e¨‡q GKwU `vjvb fvov †bIqv m¤¢e nq| Avevi GKB eë¯’vcbvi Aax‡b
GKB ¯’v‡b mKj wefvM Pvjy Kivi Kvi‡YI e¨q ms‡KvP‡bi welqwU m¤¢e nq|
3. weµq e„w× (Increasing Sales): wefvMxq wecwY‡Z †µZvmvavi‡Yi cÖ‡qvRbxq mKj cY¨mvgMÖx cvIqv
hvq| ZvB Zviv wewfbœ wecwY‡Z bv Ny‡i wefvMxq wecwY‡Z Av‡m Ges Zv‡ì cÖ‡qvRbxq mKj cY¨ µq
K‡i| Gi d‡j wefvMxq wecwY‡Z weµ‡qi cwigvY e„w× cvq| ZvQvov eëmvwqK mybvg, gvbm¤§Z cY¨,
AvKl©Yxq cwi‡ek BZ¨vwì Kvi‡Y G wecwYi cÖwZ †µZv‡ì AvKl©Y †ewk _v‡K, d‡j weµq e„w× cvq|
4. `ÿ cwiPvjbv c×wZ (Efficient Operating System): GKB ¯’v‡b †K›`ªxq eë¯’vcbvi Aax‡b mKj
Kvh©µg cwiPvwjZ nIqvq wefvMxq wecwYi cwiPvjbv c×wZ `ÿ nq| ZvQvov Giƒc wecwY‡Z wb‡qvwRZ
Kgx©‡ì †eZbmn bvbv my‡hvM-myweav cÖ`vb Kiv nq, d‡j Zviv AvMÖn wb‡q ¯^ZtdzZ© n‡q wbR wbR `vwqZ¡
cvjb K‡i| Avevi bZzb Kgx©‡ì cÖwkÿY `v‡bi eë¯’vI Giƒc wecwY‡Z Kiv nq| me wgwj‡q wefvMxq
wecwYi cwiPvjbvq `ÿZvi Qvc jÿ¨ Kiv hvq|
5. Kgx© we‡klvqb (Specialization of Worker): Kgx©‡ì ¯^ ¯^ Kv‡R `ÿZv AR©b Kiv‡K we‡klvqb
e‡j| wefvMxq wecwY‡Z Kg©x‡ì `ÿZv Abyhvqx KvR¸‡jv‡K wewfbœ wefv‡M fvM K‡i †Ìqv nq| d‡j
GKB wefv‡M †Kvb Kg©x `xN©w`b KvR Ki‡Z Ki‡Z †mB Kv‡R ev †mB wefv‡M †m `ÿ n‡q D‡V| Avi wbR
wbR wefv‡M ev Kv‡R Kgx©‡ì `ÿ n‡q DVv Kgx© we‡klvq‡biB bvgvšÍi|
6. ¯’vqx MÖvnK m„wó (Creating Permanent Customers): wefvMxq wecwYi Av‡iKwU myweav n‡jv, G
wecwYi gva¨‡g eZ©gvb †µZv‡ì ¯’vqx †µZvq iƒcvšÍi Kiv hvq| c‡Yï gvb, AvKl©Yxq cwi‡ek,
†K›`ªxf~Z µq BZ¨vw` myweav¸‡jvi Kvi‡Y †µZvmvaviY wefvMxq wecwYi evB‡i cY¨ µq Ki‡Z Pvq bv|
ZvB †h †µZv GKevi G wecwY n‡Z cY¨ µq K‡i, †m Gi ¯’vqx MÖvn‡K cwiYZ nq| ¯’vqx MÖvnK †h †Kvb
cÖwZôv‡bi Rb¨ g½jRbK|
wWcvU©‡g›Uvj †óvi-Gi Amyweav (Disadvantages of Departmental Store)

e„n`vqZb eëmvq cÖwZôvb nIqvi Kvi‡Y wWcvU©‡g›Uvj †óviwewfbœ †ÿ‡Î †ek wKQz myweav AR©b Ki‡jI Giƒc
wecwYi AmyweavI wKš‘ Kg bq| wb‡¤œ wefvMxq wecwYi Amyweavmg~n Av‡jvPbv Kiv n‡jvt
1. AwaK g~jab (More Capital): wefvMxq wecwY ¯’vcb I †W‡Kv‡ikb, cY¨ µq, weµqKgx© wb‡qvM
BZ¨vwì Rb¨ cÖPzi cwigvY g~ja‡bi cÖ‡qvRb nq| ZvQvov, e„n`vqZb LyPiv eëmvq nIqvq G eëmv‡qi
cwiPvjb e¨qI †ewk| d‡j wefvMxq wecwYi †ÿ‡Î g~ja‡bi Afve †`Lv †`q|

2. D”P cY¨ g~j¨ (High Price of Product): Ab¨vb¨ wecwY n‡Z wefvMxq wecwY‡Z c‡Yï g~j¨ GKUz †ewk
ivLv nq| Gi d‡j mvaviY †µZvMY Giƒc wecwY‡Z Avm‡Z wØavwš^Z †eva K‡i| D”P g~j¨ wefvMxq
wecwYi GKwU Ab¨Zg Amyweav wn‡m‡e MY¨ nq|
3. cÖZ¨ÿ m¤ú‡K©i Afve (Lack of Direct Relation): wefvMxq wecwY hwÌ LyPiv eëmvq, ZeyI G‡ÿ‡Î
†µZv I we‡µZvi g‡a¨ e¨w³MZ m¤ú‡K©i Afve cwijwÿZ nq| wefvMxq wecwY gvwjK‡ì mv‡_
†µZv‡ì cÖZ¨ÿ m¤úK© M‡o DVvi †Zgb my‡hvM _v‡K bv| Z‡e weµqKgx©‡ì mv‡_ mxwgZ ch©v‡q Giƒc
m¤úK© M‡o DV‡Z cv‡i|
4. AZ¨waK cwiPvjb e¨q (More Operating Cost): A‡bK eo RvqMv Ges DbœZ mvRm¾vi ga¨ w`‡q
wefvMxq wecwYi eëmvwqK Kvh©µg cwiPvwjZ nq| ZvQvov, G‡Z wb‡qvwRZ Kgx©‡ì‡K cÖwkÿY, c‡`vbœwZ,
gvbm¤§Z †eZb BZ¨vw` †ÌqviI cÖ‡qvRb c‡o| d‡j wefvMxq wecwYi cwiPvjb e¨q AZ¨waK nq|
5. cÖkvmwbK RwUjZv (Complex Administration): wefvMxq wecwYi †ÿ‡Î cÖkvmwbK RwUjZv jÿ Kiv
hvq| G ai‡bi wecwY‡Z cÖwZwU wefvM ¯^Zš¿fv‡e Zv‡ì Kvh©µg m¤úv`b Ki‡Z cvi‡jI wm×všÍMnÖ ‡Yi
ÿgZv wefvM¸‡jvi _v‡K bv| ZvB ZvrÿwYK cÖ‡qvR‡b †Kvb wm×v‡šÍi ìKvi n‡j †K›`ªxqfv‡e Zv
mgvav‡bi †Póv Kiv nq| d‡j cÖkvmwbK RwUjZvi m„wó nq|
6. `ybv©‡gi m¤¢vebv (Possibiltiy of Discredit):me wKQz wVKVvK _vK‡jI †h-†Kvb GKwU wefv‡Mi `ybv©‡gi
Kvi‡Y cy‡iv eëmv‡qi Dci `ybv©g †b‡g Av‡m| G Kvi‡Y wefvMxq wecwYi AšÍMZ © cÖwZwU wefvM‡K
K‡Vvifv‡e wbqš¿‡Yi eë¯’v Kiv nq| ZviciI Giƒc eëmv‡qi †ÿ‡Î KLbI KLbI `ybv©‡gi gZ
AbvKvw•LZ Ae¯’vi m„wó nq|
7. AZ¨waK SzuwK (High Risk): e„n`vqZb cÖwZôvb nIqvi Kvi‡Y wefvMxq wecwY‡Z SzuwKi gvÎv AZ¨šÍ
e¨vcK| AZ¨waK g~jab, eû msL¨K kÖwgK-Kg©Pvix, e¨vcK AvKv‡ii cwiPvjb e¨q BZ¨vw` bvbv Kvi‡Y
wefvMxq wecwYi cwiPvjb e¨q AZ¨šÍ †ewk| ZvQvov †µZv‡ì iæwP, d¨vkb, µq Af¨vm BZ¨vwì Kvi‡Y
G wecwYi SzuwK AZ¨šÍ e¨vcK|
8. mvaviY †fv³v‡ì Abxnv (Apathy of Ordinary Customers): cY¨g~j¨ AwaK nIqvq, e¨wZµgx
eë¯’vcbv, Avjv`v mvRm¾v BZ¨vwì Kvi‡Y G wecwYi cÖwZ mvaviY †µZv‡ì AvMÖ‡ni Afve †`Lv †`q,
hv mvgwMÖK wePv‡i eëmv‡qi GKwU Ab¨Zg Amyweav wn‡m‡e MY¨ nq|
cwi‡k‡l ejv hvq, eZ©gvb wek¦vq‡bi hy‡M wefvMxq wecwYi msL¨v w`b w`b e„w× †c‡jI Giƒc wecwYi AmyweavI
wKš‘ †Kvb As‡k Kg bq| G mKj Amyweavi g‡a¨ c‡Yï D”P g~j¨, AZ¨waK SzuwK, cÖkvmwbK RwUjZv BZ¨vw`
Ab¨Zg| G Kvi‡Y wefvMxq wecwY mvaviY †µZv‡ì g‡a¨ GLbI RbwcÖq n‡q DV‡Z cv‡iwb|
wkÿv_©xi KvR wefvMxq wecwYi 2wU K‡i myweav I Amyweav wjLyb|
mvims‡ÿc:
GKB `vjv‡b Aew¯’Z GKB gvwjKvbv I cwiPvjbvq wewfbœ ai‡bi cb¨ c„_K c„_K wefv‡M mvwR‡q weµq Kiv
n‡j Zv‡K wefvMxq wecYx e‡j| †fv³v‡ì cÖK…wZ Abyhvqx mgMÖ msMVb hwÌ Avjv`v-Avjv`vfv‡e fvM K‡i
¯^Zš¿ wefvM m„wó K‡i eëmvwqK Kvh©µg Pvjbv Kiv nq, ZeyI c„_KK…Z mKj wefvM †K›`ªxqfv‡e GKB
eë¯’vcbvi Aax‡b cwiPwjZ I wbqwš¿Z nq| wefvMxq wecwYi myweav¸‡jv n‡jvt mgq I kÖg n«vm, AwaK µ‡qi
my‡hvM, DbœZ gv‡bi cY¨, cÖZviYvi m¤¢vebv Kg, AvKl©Yxq cwi‡ek, e„n`vqZb µq-weµ‡qi myweav, e¨q
ms‡KvPb, weµq e„w×, `ÿ cwiPvjbv c×wZ, Kgx© we‡klvqb I ¯’vqx MÖvnK m„wó| wefvMxq wecwYi †ek wKQz
AmyweavI Av‡Qt cÖZ¨ÿ m¤ú‡K©i Afve, AZ¨waK cwiPvjb e¨q, cÖkvmwbK RwUjZv, `ybv©‡gi m¤¢vebv,
AZ¨vwaKSzuwK I mvaviY †fv³v‡ì Abxnv|

1| wefvMxq wecwYi êwkó¨ wb‡Pi †Kvb&wU?
K) wWmKvD‡›U cY¨ weµq L) AbjvB‡bi gva¨‡g weµq
M) ¯^-‡mevi gva¨‡g cY¨ weµq N) c‡Yï wewfbœZv Abyhvqx wefvM mvRv‡bv
2| wecYbKvix ‡`k-we‡`‡ki wewfbœ ¯’v‡b wecwY ¯’vc‡bi gva¨‡g cY¨ weµ‡qi eë¯’v MÖnY Ki‡j Zv‡K †Kvb&
ai‡Yi wecwY ejv nq?
K) wefvMxq wecwY L) mycvi gv‡K©U
M) ‡PBb †÷vi N) kvLv wecwY
3| wWcvU©‡g›Uvj †÷v‡ii gvwjKvbv †Kvb& ai‡Yi n‡q _v‡K?
K) GKgvwjKvbv L) mgevq
M) Askx`vwi N) ivóªxq
4| wefvMxq wecwYi êwkó¨ n‡jv-
i) bM` weµq
ii) we‡K›`ªxf~Z µq
iii) ‡K›`ªxf~Z weµq
5| wWcvU©‡g›U †÷v‡i KZ ai‡Yi cY¨ _v‡K?
K) GK L) `yB
M) wZb N) eû

cvV-10.6 mycvi gv‡K©U

Super Market
D‡Ïk¨

• mycvi gv‡K©U m¤ú‡K© aviYv Ki‡Z cvi‡eb; Ges
• mycvi gv‡K©U-Gi myweav I Amyweav Rvb‡Z cvi‡eb|
mycvi gv‡K©U, gyw` cY¨, we‡K›`ªxf‚Z µq, †K›`ªxf‚Z weµq|

mycvi gv‡K©U-Gi aviYv (Concept of Super Market)

mycvi gv‡K©U n‡jv e„n`vqZb LyPiv eëmvq cÖwZôvb †hLv‡b gyw` I Lv`¨RvZxq cY¨`ªe¨, mewRcY¨ Ges
djg~j weµq Kiv nq| GB ai‡Yi weZv‡b †µZv ev †fv³v we‡µZvi mvnvh¨ QvovB Zv‡K mvRv‡bv wewfbœ ai‡Yi
M„nmvgMÖx µq K‡i _v‡K|
mycvi gv‡K©U m¤ú‡K© wb‡¤œv³ msÁv¸‡jv we‡klfv‡e D‡jøL‡hvM¨-
Philip Kotler & Gary Armstrong Gi g‡Z,“Super market is a large, low cost, low margin,
high volume, self-service store that carries a wide variety of food, laundry and household
products.” A_©vr mycvi gv‡K©U n‡jv Ggb GKwU e„n`vqZb cÖwZôvb †hLv‡b Kg g~‡j¨, Kg gybvdvq I
¯^qswµq †mevg~jK cÖwZôvb wn‡m‡e wewfbœ ai‡bi Lv`¨, jwÛª I M„nmvgMÖx weµq K‡i|
Boove, Houston & Thill Gi g‡Z,“Super markets are stores that sell primarily food items
with selections wide enough to meet most customers’ grocery shopping needs.” A_©vr mycvi
gv‡K©U n‡jv Ggb GKwU wecwY †hLv‡b cÖavYZ Lv`¨ mvgMÖx weµ‡qi cvkvcvwk †µZv‡ì gyw` c‡Yï cÖ‡qvRb
†gUv‡bi g‡Zv chv©ß cY¨ weµq Kiv nq|
wb‡¤œ mycvi gv‡K©‡Ui êwkó¨mg~n Av‡jvPbv Kiv n‡jv-
 mycvi gv‡K©‡Ui cÖavb êwkó¨ n‡jv, G wecwY‡Z cÖavbZ gyw` A_©vr Lv`¨`ªe¨mn wbZ¨ cÖ‡qvRbxq wRwbmcÎ
weµq Kiv nq|
 e„n`vqZb eëmvq nIqvq GLv‡b cÖPzi g~ja‡bi cÖ‡qvRb nq| ZvQvov AwaK cwigv‡Y µq I weµ‡qi
Kvi‡Y G eëmvq cÖwZôvbwU e„n`vqZ‡bi mKj my‡hvM-myweav ‡fvM K‡i|
 mycvi gv‡K©‡U we‡K›`ªxf‚Z µq Ges †K›`ªxf‚Z weµq c×wZ AbymiY Kiv nq|
 Ab¨vb¨ gyw` †`vKvb n‡Z mycvi gv‡K©‡U c‡Yï g~j¨ GKUz †ewk ivLv nq| Gi d‡j mvaviY †µZvMY bv
Avm‡jI hviv wb‡R‡ì‡K Ab¨ mevi †P‡q Avjv`v fve‡Z cQ›` K‡i, Zviv Giƒc wecwY‡Z Av‡m Ges
Zv‡ì cQ›`gZ cY¨mvgMÖx µq K‡i wb‡q hvq|
 mycvi gv‡K©‡U c‡Yï Mv‡q ev i¨v‡K ev wbw`©ó ¯’v‡b cY¨g~j¨ Szwj‡q ivLv nq| DwjøwLZ g~‡j¨B cY¨ weµq
Kiv nq|
 mvRm¾vi w`K w`‡qI mycvi gv‡K©U Abb¨ êwk‡óï AwaKvix| Av‡jv Sjgj web¨vm eë¯’v, GKB ai‡bi
cY¨¸‡jv cvkvcvwk i¨v‡K mvwR‡q ivLv, †µZv‡ì mnR AvMgb I wbM©g‡bi cÖk¯’ ¯’vb, Pjv‡divi Rb¨
ch©vß RvqMv BZ¨vw` G wecwYi Abb¨ êwkó¨ G‡b †`q|
 mycvi gv‡K©‡Ui Ab¨Zg êwkó¨ n‡jv †µZvmvaviY KviI mvnvh¨ QvovB Zv‡ì cQ›`gZ cY¨mvgMÖx i¨vK
n‡Z msMÖn Ki‡Z cv‡i|
 mycvi gv‡K©‡Ui mKj weµq bM‡` m¤úv`b Kiv nq| bM` ej‡Z wewnZ gy`vª ev †WweU KvW©, gv÷vi KvW©,
wmjfvi KvW©, cøvwUbvg KvW©, wfmv KvW© BZ¨vw`‡K eySv‡bv nq|
 LyPiv eëmvq cÖwZôvb nIqv m‡Ë¡I mycvi gv‡K©‡Ui µq I weµ‡qi †ÿ‡Î miKv‡ii mKj bxwZ K‡Vvifv‡e
AbymiY Kiv nq|
cwi‡k‡l ejv hvq, e„n`vqZb LyPiv eëmvq msMVb wn‡m‡e DcwiD³ êwkó¨¸‡jv mycvi gv‡K©U-Gi AšÍf
© y³ _v‡K|
G mKj êwk‡óï Av‡jv‡K G eëmvq msMVb‡K Ab¨vb¨ LyPiv eëmvq n‡Z mn‡RB c„_K Kiv hvq|
mycvi gv‡K©U-Gi myweav (Advantages of Super Market)

mycvi gv‡K©U e„n`vqZb LyPiv eëmvq cÖwZôvb| ZvB e„n`vqZb eëmv‡q †h mKj my‡hvM-myweav we`¨gvb _v‡K †m
mKj my‡hvM-myweav G wecwYi †ÿ‡ÎI cwijwÿZ nq| wb‡¤œ †µZv I we‡µZvi `„wó‡KvY n‡Z mycvi gv‡K©‡Ui myweav
1. mgq I kÖg n«vm (Less Time and Labor): G wecwY‡Z †fv³v‡ì Pvwn`vgZ mKj cY¨ GKB ¯’v‡b
wewfbœ wefv‡M fvM K‡i weµq Kiv nq| ZvB †µZvmvaviY AwZ Aí mg‡q Ges Kg kÖg e¨q K‡i Zv‡ì
cY¨mvgMÖx msMÖn Ki‡Z mg_© nq| ZvQvov, GK `v‡g cY¨ wewµ Kivq †µZv‡ì `vg wba©vi‡Yi Rb¨ evowZ
wPšÍv I mgq bó Kivi cÖ‡qvRb nq bv|
2. DbœZ gv‡bi cY¨ (High Quality Product): mycvi gv‡K©‡U DbœZ gv‡bi cY¨ weµq Kiv nq| `vg GKUz
†ewk n‡jI DbœZ gv‡bi cY¨ †c‡q †µZvmvaviY Giƒc wecwYi cÖwZ DrmvwnZ nq| we‡µZvMY GKw`‡K
†hgb Zv‡ì mybvg-myL¨vwZ AR©b I †µZv a‡i ivLvi Rb¨ DbœZ gv‡bi cY¨ wewµ K‡ib, Ab¨w`‡K
†µZvmvaviYI Giƒc wecwY n‡Z DbœZ gv‡bi I wb‡f©Rvj cY¨ µq Ki‡Z cv‡ib|
3. cÖZviYvi m¤¢vebv Kg (Little Possibilty of Defrauding): mycvi gv‡K©U ¯’vqx cÖK…wZi e„n`vqZb
eëmvq cÖwZôvb| mgv‡Ri cÖwZ G‡ì `vqe×Zv A‡bK| Giƒc `vqe×Zvi Kvi‡Y Giƒc wecwY‡Z
†fRvjgy³ I gvbm¤§Z cY¨ weµq Kiv nq| G Kvi‡Y mycvi gv‡K©U n‡Z cY¨ µq Ki‡j †µZvmvavi‡Yi
cÖZvwiZ nIqvi m¤¢vebv LyeB Kg _v‡K|
4. AvKl©Yxq cwi‡ek (Attractive Environment): mycvi gv‡K©‡Ui web¨vm cwiKíbv AZ¨šÍ PgrKvi Ges
ev¯Íem¤§Z| †µZvmvavi‡Yi AvMgb I cÖ¯v’ ‡bi Rb¨ chv©ß cwigv‡Y c_ ivLv nq| Avevi wecwY‡Z PjvPj
Kivi RbÏ ch©vß cwigv‡Y ¯’vb ivLv nq| ZvQvov, Giƒc wecwYi weµqKg©xiv AZ¨šÍ `ÿ, f`ª I
weµwqKZvi ¸Y m¤úbœ| ZvB Zv‡ì eënviI AZ¨šÍ fvj| G mKj Kvi‡Y mycvi gv‡K©‡Ui cwi‡ek †ek
AvKl©Yxq|
5. e¨q ms‡KvPb (Reducing Cost): GKB ¯’v‡b Giƒc wecwY cÖwZwôZ nIqvq mKj w`K we‡ePbvq mKj
cÖKvi e¨q ms‡KvPb Kiv m¤¢e| GKvwaK `vjvb ˆZwi ev fvov †bIqvq †h cwigvY e¨q nq, Zvi †P‡q
Zzjbvg~jK A‡bK Kg e¨‡q GKwU eo iæg fvov †bIqv m¤¢e nq| Avevi GKB eë¯’vcbvi Aax‡b GKB
¯’v‡b mKj wefvM Pvjy Kivi Kvi‡YI e¨q ms‡KvP‡bi welqwU m¤¢e nq|
6. weµq e„w× (Increasing Sales): mycvi gv‡K©U n‡Z †µZvmvaviY Zv‡ì cÖ‡qvRbxq mKj gyw` cY¨mvgMÖx
µq Ki‡Z cv‡i| ZvB Zviv wewfbœ wecwY‡Z bv Ny‡i Giƒc wecwY‡Z Av‡m Ges Zv‡ì cÖ‡qvRbxq cY¨ µq

K‡i| Gi d‡j mycvi gv‡K©‡U weµ‡qi cwigvY e„w× cvq| ZvQvov eëmvwqK mybvg, gvbm¤§Z cY¨,
AvKl©Yxq cwi‡ek BZ¨vwì Kvi‡Y G wecwYi cÖwZ †µZv‡ì AvKl©Y †ewk _v‡K, d‡j weµq e„w× nq|
7. `ÿ cwiPvjbv c×wZ (Efficient Operating System): GKB ¯’v‡b †K›`ªxq eë¯’vcbvi Aax‡b mKj
Kvh©µg cwiPvwjZ nIqvq mycvi gv‡K©‡Ui cwiPvjbv c×wZ `ÿ nq| ZvQvov, Giƒc wecwY‡Z wb‡qvwRZ
Kg©x‡ì †eZbmn bvbv my‡hvM-myweav cÖ`vb Kiv nq, d‡j Zviv AvMÖn wb‡q ¯^Ztd‚Z© n‡q wbR wbR `vwqZ¡
cvjb K‡i| Avevi bZzb Kg©x‡ì cÖwkÿY `v‡bi eë¯’vI Giƒc wecwY‡Z Kiv nq| me wgwj‡q mycvi
gv‡K©‡Ui cwiPvjbvq `ÿZvi Qvc jÿ¨ Kiv hvq|
8. ¯’vqx MÖvnK m„wó (Creating Permanent Client): mycvi gv‡K©‡Ui Av‡iKwU myweav n‡jv G wecwYi
gva¨‡g eZ©gvb †µZv‡ì ¯’vqx †µZvq iƒcvšÍi Kiv hvq| c‡Yï gvb, AvKl©Yxq cwi‡ek, †K›`ªxf~Z µq
BZ¨vw` myweav¸‡jvi Kvi‡Y †µZvmvaviY mycvi gv‡K©‡U cY¨`ªe¨ µq Ki‡Z ¯^v”Q›`¨‡eva K‡i| ZvB †h
†µZv GKevi G wecwY n‡Z cY¨ µq K‡i, †m Gi ¯’vqx MÖvn‡K cwiYZ nq| ¯’vqx MÖvnK †h †Kvb
cÖwZôv‡bi Rb¨ g½jKi|
AvaywbK RM‡Z †µZvmvavi‡Yi wewfbœgyLx Pvwn`v c~i‡Yi ¯^v‡_© mycvi gv‡K©U-Gi Avwef©ve n‡jI eëmvq msMVb
n‡Z we‡µZvMYI bvbvgyLx myweav jvf Ki‡Z cv‡ib| G mKj myweavi Kvi‡YB eZ©gv‡b mycvi gv‡K©U-Gi Kvh©
cwiwa w`b w`b e„w× cv‡”Q|
mycvi gv‡K©U Gi Amyweav (Disadvantages of Super Market)

wewfbœ †ÿ‡Î mycvi gv‡K©U-Gi myweav we`¨gvb _vK‡jI Gi AmyweavI wKš‘ Kg bq| wb‡¤œ mycvi gv‡K©U-Gi
Amyweavmg~n Av‡jvPbv Kiv n‡jv-
1. AwaK g~jab (More Capital): mycvi gv‡K©U ¯’vcb, †WKv‡ikb, cY¨ µq BZ¨vwì Rb¨ cÖPzi cwigv‡Y
g~ja‡bi cÖ‡qvRb nq| ZvQvov e„n`vqZb LyPiv eëmvq nIqvq wewfbœ Kvi‡Y G eëmv‡qi cwiPvjb e¨qI
†ewk c‡o| d‡j mycvi gv‡K©‡Ui †ÿ‡Î A‡bK mgq g~ja‡bi Afve †`Lv †`q|
2. D”P cY¨ g~j¨ (High Price of Product): Ab¨vb¨ wecwY n‡Z mycvi gv‡K©‡U c‡Yï g~j¨ GKUz †ewk
ivLv nq| Gi d‡j mvaviY †µZvMY Giƒc wecwY‡Z Avm‡Z Pvb bv| ZvB ejv hvq, D”P g~j¨ Giƒc
wecwYi GKwU Ab¨Zg Amyweav wn‡m‡e MY¨ nq|
3. AZ¨waK cwiPvjb e¨q (More Operating Cost): A‡bK eo RvqMv Ges DbœZ mvRm¾vi ga¨ w`‡q
mycvi gv‡K©‡Ui eëmvwqK Kvh©µg cwiPvwjZ nq| ZvQvov G‡Z wb‡qvwRZ Kg©x‡ì‡K cÖwkÿY, c‡`vbœwZ,
gvbm¤§Z †eZb BZ¨vw` †ÌqviI cÖ‡qvRb c‡o| d‡j G wecwYi cwiPvjb e¨q AZ¨waK nq|
4. AZ¨waK SzuwK (More Risk): e„n`vqZb cÖwZôvb nIqvi Kvi‡Y mycvi gv‡K©‡U SzuwKi gvÎv AZ¨šÍ e¨vcK|
AZ¨waK g~jab, eû msL¨K kÖwgK-Kg©Pvix, e¨vcK AvKv‡ii cwiPvjb e¨q BZ¨vw` bvbv Kvi‡Y G wecwYi
cwiPvjb e¨q AZ¨šÍ †ewk| ZvQvov †µZv‡ì iæwP, d¨vkb, µq Af¨vm BZ¨vw` cwieZ©‡bi Kvi‡Y G
wecwYi SzuwK e„w× †c‡Z cv‡i|
5. mvaviY †µZv‡ì Abxnv (Apathy of Ordinary Customers): AwaK cY¨g~j¨, e¨wZµgx eë¯’vcbv,
Avjv`v mvRm¾v BZ¨vw` Kvi‡Y G wecwYi cÖwZ mvaviY †µZv‡ì AvMÖn _v‡K bv, hv mvgwMÖK wePv‡i
eëmv‡qi GKwU Ab¨Zg Amyweav wn‡m‡e MY¨ nq|
cwi‡k‡l ejv hvq, AvaywbK RM‡Z mycvi gv‡K©‡U-Gi e¨vcK Pvwn`v _vK‡jI Giƒc eëmvq msMV‡bi AmyweavI Kg
bq| G mKj Amyweavi g‡a¨ D”P cY¨ g~j¨, AZ¨waK cwiPvjb e¨q, AZ¨waK SzuwK BZ¨vw` Ab¨Zg|
wkÿv_©xi KvR mycvi gv‡K©‡Ui 3wU êwkó¨ wjLyb|
mvims‡ÿc:
mycvi gv‡K©U n‡jv e„n`vqZb LyPiv eëmvq cÖwZôvb †hLv‡b gyw`RvZxq cY¨`ªe¨ weµq Kiv nq| mycvi gv‡K©‡Ui
cÖavb êwkó¨ n‡jv, G wecwY‡Z cÖavbZ Lv`¨`ªe¨mn wbZ¨-cÖ‡qvRbxq wRwbmcÎ weµq Kiv nq|G ai‡bi wecwYi
myweav¸‡jv n‡jvt mgq I kÖg n«vm, DbœZ gv‡bi cY¨, cÖZviYvi m¤¢vebv Kg, AvKl©Yxq cwi‡ek, e¨q ms‡KvPb,
weµq e„w×, `ÿ cwiPvjbv c×wZ I ¯’vqx MÖvnK m„wó| mycvi gv‡K©‡Ui wKQz AmyweavI i‡q‡Q t AwaK g~jab, D”P
cY¨g~j¨, AZ¨waK cwiPvjb e¨q, AZ¨waK SzuwK I mvaviY †µZv‡ì Abxnv|
√) wPý w`b-
1| mycvi gv‡K©‡Ui cY¨mg~n wK ai‡bi nq?
K) GKB ai‡Yi L) Kg g~‡jï cY¨
M) gvbm¤§Z bq N) ‰ewPÎ¨gq
2| wb‡Pi †Kvb&wU mycvi gv‡K©‡U Abycw¯’Z _v‡K?
K) weµq Kgx© L) mvaviY ‡µZvi Abxnv
M) DbœZ cY¨ N) AZ¨waK SzuwK
wb‡Pi DÏxcKwU c‡o 3 - 4 bs cÖ‡kœi DËi w`bt

widvZ wewfbœ †`‡k mycvi gv‡K©‡Ui eënvi †`‡L evsjv‡`‡k XvKvi GKwU AvKl©Yxq ¯’v‡b mycvi gv‡K©U cÖwZôv
K‡ib| eëmvq cÖ_‡g cY¨ weµq Kg n‡jI ax‡i ax‡i cY¨ weµq evo‡Z _v‡K|
3| wb‡Pi †Kvb&wU mycvi gv‡K©‡Ui ‰ewkó¨?
i) AvKl©Yxq cwi‡ek
ii) DbœZ gv‡bi cY¨
iii) cY¨ êwPÎ
4| †Kb widv‡Zi mycvi gv‡K©‡U cY¨ weµq evo‡Z _v‡K?
K) `ÿ cwiPvjbv L) mgq ‡ewk cÖ‡qvRb nq
M) D”P cY¨ g~j¨ N) ‡ewk kÖg w`‡Z nq

cvV-10.7 wMÖb gv‡K©wUs

Green Marketing
D‡Ïk¨

• wMÖb gv‡K©wUs m¤ú‡K© aviYv Ki‡Z cvi‡eb; Ges
• wMÖb gv‡K©wUs-Gi cÖ‡qvRbxqZv Rvb‡Z cvi‡eb|
cwi‡ek msiÿY, Drcv`b cÖwµqv, cwi‡ek welqK m‡PZbZv|

wMÖb gv‡K©wUs-Gi aviYv (Concept of Green Marketing)

wMÖb gv‡K©wUs-Gi aviYvwU 1980 †_‡K RbwcÖqZv jvf Ki‡Z _v‡K| GB wecYb aviYv‡Z eëmvq
cÖwZôv‡b wecYb Kvh©µ‡gi mv‡_ mv‡_ cwi‡e‡ki ¸iæZ¡ Zy‡j aiv n‡q‡Q| GLv‡b cwi‡ek ej‡Z cÖvK…wZK cwi‡ek,
†hgb b`-b`x, Rjevqy, eb, MvQ-cvjv, RxeRš‘ BZ¨vw`‡K ‡evSv‡bv n‡”Q| GKB mv‡_ gvbylm„ó mvgvwRK cwi‡ek,
†hgb iv¯ÍvNvU, Nievwo, wewfbœ cÖwZôvb BZ¨vwì mgwó‡K Zz‡j aiv n‡q‡Q| wMÖb gv‡K©wUs-G cÖvK„wZK I mvgvwRK
Dfq ai‡bi cwi‡e‡ki cÖwZ m‡PZb ‡_‡K wecYb Kvh©µg cwiPvjbv Kiv nq|†h wecYb gZev‡` cwi‡ek
msiÿ‡Yi welqwU me‡P‡q †ewk ¸iæZ¡ †Ìqv nq, †mB wecYb‡K wMÖb gv‡K©wUs e‡j|
wMÖb gv‡K©wUsG wecYbKvix wecYb Kvh©µ‡gi mKj Kv‡Ri †ÿ‡Î cwi‡ek msiÿY I iÿvi Rb¨ KvR K‡i| ‡hgb-
cY¨ cÖ¯‘Z Kivi mgq cwi‡ekevÜe cY¨ Drcv`b c×wZ eënvi, cY¨ cwienb, †gvowKKiY, msiÿY Ges
cÖPviYvi mgq cwi‡e‡ki †hb ÿwZ bv nq †mw`‡K jÿ ivLv nq| wecYb Kvh©µ‡g cwi‡ekevÜe eë¯’v MÖn‡Yi
Kvi‡Y wecYbKvix‡K wewb‡qvM †ewk Ki‡Z nq| A‡bK ‡ÿ‡Î cY¨ ev †mevi g~jÏ †m Kvi‡Y †e‡o hvq|
wMÖb gv‡K©wUs-Gi cÖ‡qvRbxqZv (Importance of Green Marketing)

wMÖb gv‡K©wUs Ggb GKwU aviYv ev gZev` †hLv‡b cY¨ wecY‡bi †ÿ‡Î cwi‡e‡ki wbivcËv I cwi‡ekMZ
fvimv‡gï welqwU‡K me‡P‡q ‡ewk ¸iæZ¡ †Ìqv nq| wb‡¤œ wMÖb gv‡K©wUs-Gi ¸iæZ¦ ev cÖ‡qvRbxqZv Av‡jvPbv Kiv
n‡jvt
1. wecYb gZev‡ì Dbœqb (Developing Marketing Concept): wMÖb gv‡KwUs n‡jv MZvbyMwZK wecYb
gZev‡ì AvaywbK ms¯‹iY| Gi g~j e³e¨ n‡jv, wecYb Kvh©µ‡gi Øviv †Kvb Ae¯’v‡ZB cwi‡e‡ki
ÿwZmvab Kiv hv‡e bv|
2. Drcv`b cÖwµqvq cwieZ©b (Changes in Production Process): wMÖb wecY‡bi Øviv cY¨ ev †mev
Drcv`b cÖwµqvi e¨vcK Dbœqb mvwaZ n‡q‡Q| †hgb KviLvbvi eR© eë¯’vcbv, KviLvbvi `~wlZ cvwb b`x-
bvjv ev Lvj-we‡j mivmwi mieivn bv †Ìqv, KviLvbvq wb‡qvwRZ kÖwgK-Kgx©‡ì ¯^v¯’¨ I cwi‡ek m¤ú‡K©
m‡PZb Kiv BZ¨vw` †ÿ‡ÎwMÖb wecY‡bi Ae`vb †Kvb As‡k Kg bq|
3. ¸`vgRvZKi‡Yi †ÿ‡Î cÖ‡qvRbxqZv (Importance in Warehousing System): ¸`vgRvZKiY
n‡jv wecYb eë¯’vi GKwU Ab¨Zg KvR| A‡bK cY¨ Av‡Q hv msiÿ‡Yi Rb¨ wbw`©ó ZvcgvÎv cÖ‡qvRb|
Giƒc ZvcgvÎv iÿvi Rb¨ wmGdwm M¨vm wbM©Z nq hv cwi‡e‡ki Rb¨ cÖPÛ ÿwZKi| wKšÍ G KvRwU hw`
AcwiKwíZ I cwi‡ekevÜe bv nq, Zvn‡j Zv cwi‡e‡ki Rb¨ ûgwK m„wó K‡i|
4. cwienb eë¯’vi AMÖMwZ (Advancement inTransportation System): cwi‡ekevÜe cwienb

eë¯’vi Dbœq‡b wMÖb gv‡K©wUs-Gi ¸iæZ¡ †Kvb As‡k Kg bq| ebvÂj ev cvnvo †K‡U iv¯Ív-NvU ˆZwi Kiv
Avevi mgZj f~wg †K‡U †bŠ-c_ wbg©vY Kiv cÖf…wZ †ÿ‡Î cwi‡ek wech©‡qi welqwU Aek¨B †f‡e †`Lvi
welq|
5. weÁvcb eë¯’vi Dbœqb (Development in Advertising System): wMÖb gv‡KwU©s-Gi gva¨‡g weÁvcb
eë¯’vi Dbœqb mvab Kiv n‡q‡Q| eZ©gv‡bwMÖb gv‡KwU©s aviYv Dbœq‡bi d‡j weÁvc‡bi †ÿ‡Î cwi‡ek
msiÿ‡Y ¸iæZ¡ I cÖwZôvb wKfv‡e cwi‡ek iÿv ¯^v‡_© KvR Ki‡Q welqwU‡K ¸iæZ¡ mnKv‡i cÖPvi Kiv nq|
c‡Yï cÖPvi, cÖmvi ev weµq e„w×i ‡ÿ‡ÎI jÿ ivLv nq †hb Ggb †Kvb weÁvcb †Ìqv bv nq, hv
cwi‡ek‡K SzuwKi g‡a¨ †d‡j w`‡Z cv‡i|
6. cwi‡ek msiÿ‡Y f~wgKv (Contribution in Preserving Environment): cwi‡ek msiÿY I Zv
fwel¨r eskai‡ì evm‡hvM¨ K‡i †ZvjvB wMÖb gv‡KwU©s-Gi g~j cÖwZcv`¨ welq| G j‡ÿ¨ wMÖb gv‡KwU©s-Gi
gva¨‡g cY¨ Drcv`b, msiÿY, cwienb, weÁvcbmn mKj †ÿ‡Î cwi‡ekevÜe wecYb Kvh©µg MÖnY Kiv
nq| ‡hgb, cY¨ †gvo‡K wmb‡_wUK I cwjw_b RvZxq c`v‡_©i cwie‡Z© GLb cÖvK…wZK c`v_© †hgb cvU ev
m~Zv ev Ab¨vb¨ cÖvK„wZK Dcv`v‡b ‰Zwi †gvoK eënvi Kiv n‡”Q|
7. cwi‡ek welqK m‡PZbZv ‰Zwi (Creating Awareness about Environment): wMÖb gv‡K©wUsGcY¨
wecYbKvix‡K cwi‡ekevÜe Kvh©µ‡g Drmvn †èvi mv‡_ mv‡_ c‡Yï †µZv ev †mev MÖvnK‡KI cwi‡ek
welqK Kvh©µ‡g m‡PZb K‡i †Zvjv nq| cwi‡e‡ki Dbœqb I Zv msiÿ‡Y †fv³v Z_v RbMY‡K m‡PZb
K‡i †Zvjvi Rb¨ wewfbœ Kvh©µ‡g Zviv Ask MÖnY K‡i| Avevi mivmwi c‡Yï gva¨‡gI †µZv‡ì cwi‡ek
wel‡q m‡PZb K‡i †Zvjv n‡”Q| †hgb: wewfbœ c‡Yï †gvo‡K †jLv _v‡Kt Òeënv‡ii ci Dw”Qó Ask
†hLv‡b †mLv‡b ‡dj‡eb bvÓ, Ò‡ewk †ewk MvQ jvMvbÓ, Òcwi‡ek evuPvbÓ ev Óa~gcvb ¯^v‡¯’ï Rb¨
ÿwZKiÓ BZ¨vw` cÖPviYvwMÖb gv‡K©wUs‡qiB Ae`vb|
Avcbvi cwiwPZ †Kv‡bv wMÖb gv‡K©wUs Kvh©µ‡gi mv‡_ mswkøó wecYbKvixi bvg wjLyb
wkÿv_©xi KvR
Ges Zvi Kvh©µg m¤ú‡K© wjLyb|
mvims‡ÿc:
†h wecYb gZev‡` cwi‡ek msiÿ‡Yi welqwU me‡P‡q †ewk ¸iæZ¡ †Ìqv nq, †mB wecYb‡K wMÖb gv‡K©wUs e‡j|
G gZev‡` wek^vmx wecYbKvix cY¨ cÖ¯‘Z Kivi mgq cwi‡ekevÜe cY¨ Drcv`b c×wZ eënvi, cY¨ cwienb,
†gvowKKiY, msiÿY Ges cÖPviYvi mgq cwi‡e‡ki †hb ÿwZ bv nq †mw`‡K jÿ iv‡L| wMÖb gv‡K©wUs GKvav‡i
cwi‡ek msiÿ‡Y f~wgKv iv‡L Ges RbM‡Yi g‡a¨ cwi‡ek welqK m‡PZbZv ‰Zwi K‡i|


1| wMÖb gv‡K©wUs-Gi d‡j wb‡Pi †Kvb&wU N‡U?-
K) cwi‡ek `~lY L) gybvdv e„w×
M) mvgvwRK wbivcËv e„w× N) cwi‡ek `~lYgyw³
2| wMÖb gv‡K©wUs-G c‡Yï g~j¨ wKiƒc _v‡K?
K) AcwiewZ©Z _v‡K L) Kg _v‡K
M) †ewk _v‡K N) MZvbyMwZK c‡Yï g~‡jï gZ _v‡K
3| wecYbKvix mvgvwRK `vqe×Zvi KvR K‡i †h‡Z cv‡i †Kvb&wUi gva¨‡g?
K) cwi‡ek evÜe wecYb eë¯’v L) AwaK wewb‡qvM
M) DbœZ cY¨ Drcv`b N) AwaK SzuwK MÖnY
4| wMÖb gv‡K©wUs eë¯’vq †K DcK…Z nq?
i) †µZv
ii) we‡µZv
iii) RbmvaviY
M) i I iii N) i, ii I ii
P~ovšÍ g~j¨vqb
m„Rbkxj cÖk-œ 1
Av‡e` Zvi cwiev‡ii mv‡_ ‡`‡ki evB‡i †eov‡Z †M‡jb| †mLv‡b wKQz †KbvKvUvi Rb¨ Ggb wKQz RbwcÖq†óvi
†`L‡Z cvb †hLv‡b G‡KK ai‡bi cY¨mvwi wb‡q G‡KKwU wefvM mvRv‡bv| wZwb G ai‡bi LyPiv wecwY †`‡Lbwb
ej‡jB P‡j| Z‡e Zvi †óvi †_‡K cY¨ µ‡qi AwfÁZv m‡šÍvlRbK wQj|
K. mycvi gv‡K©U Kx? 1
L. wMÖb gv‡K©wUs ej‡Z Kx †ev‡Sb? 2
M. DÏxc‡K †Kvb& ai‡bi wecwYi K_v ejv n‡q‡Q? e¨vL¨v Kiæb| 3
N. DÏxc‡Ki g‡Z wecwY †K›`ª GKwU †`‡ki A_©‰bwZK Dbœq‡bi cÖZxK - Dw³wUi h_v_©Zv g~j¨vqb Kiæb| 4
m„Rbkxj cÖk-œ 2
Ôccyjvi wgwó KzwUiÕ GKwU cÖwZwôZ wgwó weµqKvix cÖwZôvb| mviv‡`‡k Gi 30wU kvLv i‡q‡Q| mKj kvLvq Gi
mvBb‡evW©, wWm‡cø g~j¨ cÖvqB GKB iKg| Gi g‡a¨ XvKvi GKwU kvLv Ab¨ kvLv n‡Z 10% Kg g~‡j¨ wgwó weµq
K‡i| eZ©gv‡b GB cÖwZôvb XvKvq AviI wZbwU GjvKvq kvLv Lyj‡Z hv‡”Q|
K. weÁvcb Kx? 1
L. Ômycvi †÷v‡i cÖ‡qvRbxq mKj cY¨ cvIqv hvqÕ Ñ e¨vL¨v Kiæb| 2
M. DÏxc‡Ki cÖwZôvbwU †Kvb& ai‡bi eëmvq cÖwZôvb Ñ e¨vL¨v Kiæb| 3
N. weµq e„w×i D‡Ï‡k¨ Ôccyjvi wgwó KzwUiÕ XvKv kvLvi Rb¨ †h D‡`¨vM MÖnY K‡i‡Q Zv KZUzKz †hŠw³K?
gZvgZ w`b| 4
m„Rbkxj cÖk-œ 3
Rbve wknve evsjv‡`‡ki ¸iæZ¡c~Y© kni¸‡jvi evwYwR¨K †K‡›`ª Ôkc GÛ dvbÕ bv‡g 25wU wecwY cÖwZôv K‡ib|
wewfbœ †Kv¤úvwbi wewfbœ e¨ªv‡Ûi DbœZ cY¨ me wecwY‡Z GKB bxwZ AbymiY K‡i wewµ K‡ib| d‡j Zvi eëmv‡q
mdjZv e„w× cvq| eëmvq m¤úªmvi‡Yi j‡ÿ¨ wZwb XvKv kn‡i bZzb GKwU wewìs fvov wb‡q c„_K c„_K wefv‡Mi
gva¨‡g cY¨ weµ‡qi we×všÍ MÖnY K‡ib|
K. AbjvBb gv‡K©wUs Kx? 1
L. ÔwMÖb gv‡K©wUs cwi‡ekevÜe cY¨ wecYb‡K DrmvwnZ K‡iÕ Ñ e¨vL¨v Kiæb| 2
M. Ôkc GÛ dvbÕ Õ †Kvb& ai‡bi wecwY? e¨vL¨v Kiæb| 3
N. DÏxc‡K DwjøwLZ Rbve wknv‡ei eëmvq m¤úªmvi‡Yi wm×všÍwUi h_v_©Zv g~j¨vqb Kiæb| 4
m„Rbkxj cÖk-œ 4
we_x, gwiqg I cªxwZwek¦we`¨vj‡qi wZb mncvVx| Zviv covïbvi cvkvcvwk wewfbœ ai‡bi Km‡gwUK mvgMxÖ ˆZwi
K‡i| Zviv covïbvi cvkvcvwk wewfbœ ai‡bi Km‡gwUK mvgMxÖ ˆZwi K‡i| ÔmvRÕ bv‡g Gme c‡Yï cwiwPwZi Rb¨
Zviv I‡qemvB‡Ui gva¨‡g wewfbœ †µZv‡ì mv‡_ †hvMv‡hvM K‡i| G‡Z Zviv e¨vcK mvov cvq| eZ©gv‡b Zviv
GKB eë¯’vcbvq cwiPvwjZ I wbqwš¿Z LyPiv wecYx cÖwZôv‡bi wewfbœ kvLv‡Z Zv‡ì ˆZwiK…Z cY¨ mieiv‡ni
wm×všÍ wb‡q‡Q|
K. cÖZ¨ÿ wecYb Kx? 1
L. ÒAbjvBb gv‡K©wUs Gi gva¨‡g e¨w³ Dc‡hvMx †hvMv‡hvM Kiv m¤¢eÓ Ñ e¨vL¨v Kiæb| 2
M. DÏxc‡K DwjøwLZ Kvh©µ‡gi gva¨‡g †Kvb& ai‡bi wecYb aviYv cÖwZdwjZ n‡q‡Q- e¨vL¨v Kiæb| 3
N. ÒGKB eë¯’vcbvq cwiPvwjZ I wbqwš¿Z LyPiv wecwY cÖwZôv‡bi wewfbœ kvLv‡Z cY¨ mieiv‡ni wm×všÍ
eëmvq m¤úªmvi‡Y f‚wgKv ivL‡eÓ Ñ LyPiv wecwYi aib D‡jøLc~eK
© we‡kølY Kiæb| 4
DËigvjv
cv‡VvËi g~j¨vqb- 10.1 : 1. K 2. L 3. K 4. K
cv‡VvËi g~j¨vqb- 10.2 : 1. K 2. M 3. L 4. M
cv‡VvËi g~j¨vqb- 10.3 : 1. N 2. K 3. M
cv‡VvËi g~j¨vqb- 10.4 : 1. M 2. K 3. N
cv‡VvËi g~j¨vqb- 10.5 : 1. N 2. K 3. K 4. N 5. N
cv‡VvËi g~j¨vqb- 10.6: 1. N 2. K 3. N 4. K
cv‡VvËi g~j¨vqb- 10.7: 1. N 2. M 3. K 4. N
fvebvi AšÍiv‡j
†fv³v cwi‡e‡ki cÖwZ `vwqZ¡kxj f~wgKv ivL‡Z †Póv K‡i| †mRb¨ ‡ewk
LiP Ki‡Z n‡jI Zviv wØav K‡i bv| †fv³v wd«R/ Gwm µq Kivi †ÿ‡Î
jÿ K‡i µqK…Z wd«R/ Gwm †_‡K wmGdwm wbtmwiZ nq wKbv| Avevi ‡Kvb
cY¨ enb Kivi Rb¨ KvMR ev cv‡Ui c¨v‡KR‡K cÖvavb¨ †`q| GgbwK
we‡µZv †Kvb cøvw÷‡Ki c¨v‡KR ev †gvoK eënvi Ki‡j wb‡R †_‡K Zviv
†mwU eënvi Kiv †_‡K weiZ _v‡K| †fv³v‡ì AvPi‡Y G ai‡bi
cwieZ©‡bi Kvi‡Y me ai‡bi wecYbKvix GLb wMÖb gv‡K©wUs eë¯’v MÖnY
Photo credit:https://libguides.trinitydc.edu/BADM499
Kivi Rb¨ †Póv Ki‡Q|
Z_¨m~Î:
3. Bovee, C.L., Houston, M.J.& Thill, J. V.Marketing, McGraw- New York.

evsjv‡`k Dš§y³ wek^we`¨vjq Drcv`b eë¯’vcbv I wecYb-wØZxq cÎ

D”P gva¨wgK mvwU©wd‡KU †cÖvMÖvg
wØZxq cÎ (wecYb)
cwiwkó-1t cwifvlv, gvb e›Ub, m„Rbkxj cÖkœvewj Ges eûwbe©vPbx Afxÿv
cwifvlv (Terminology)
BDwbU-01: wecYb cwiwPwZ
wecYb : cY¨ I ‡mevi m„wó I wewbg‡qi eë¯’vKxq I mvgvwRK cÖwµqv|
cÖ‡qvRb : ‡KvbwKQy cÖvwß †_‡K ewÂZ g‡b Kivi Abyf~wZ|
Pvwn`v : cÖ‡qvRb c~i‡Yi Avw_©K mvg_¨©|
‡fv³v : cY¨ ev †mev †fvMKvix ev eënviKvix|
‡µZv : cY¨ ev †mev g~j¨ cwi‡kva K‡i µqKvix|
Dc‡hvM : gvby‡li Afve c~i‡Yi ÿgZv|
Afve : ms¯‹…wZ I e¨w³Z¡ Øviv cÖfvweZ cÖ‡qvRb|
evRvi : c‡Yï eZ©gvb I m¤¢ve¨ †µZvi mgwó|
weµq : c‡Yï gvwjKvbv n¯ÍvšÍ‡ii cÖwµqv|
¯^ZM¡ Z Dc‡hvM : wecY‡b cY¨ gvwjKvbv n¯ÍvšÍ‡ii Kvi‡Y m„wó nq|
¯’vbMZ Dc‡hvM : wecY‡b cY¨ cwien‡bi gva¨‡g m„wó nq|
mgqMZ Dc‡hvM : wecY‡b cY¨ gRy`Ki‡Y mnvqZv K‡i m„wó nq|
BDwbU-02: wecYb cwi‡ek
cwi‡ek : Kv‡Ri Dci cªfve i‡q‡Q Ggb mKj evwn¨K kw³|
wecYb cwi‡ek : cªwZôv‡bi Kv‡R cÖZ¨ÿ I c‡ivÿfv‡e cÖfve we¯ÍviKvix mKj Dcv`vb|
e¨wóK cwi‡ek : wecY‡b mKj wbqš¿Y‡hvM¨ Dcv`vb|
mvgwóK cwi‡ek : wecY‡b mKj Awbqš¿Y‡hvM¨ Dcv`vb|
‡Kv¤úvwb : AvBbMZ Dcv‡q m„ó eëmvq cÖwZôvb|
cÖwZ‡hvMx : mgRvZxq c‡Yï weµqKvix|
Rb‡Mvôx : ‡Kv¤úvwbi Kv‡R cÖfve we¯ÍviKvix RbMY|
AvšÍtm¤úK© : †Kv¤úvwbi wewfbœ wefv‡Mi mv‡_ †hvMv‡hvM ¯’vcb|
BDwbU-03: wecYb Kvhv©ejx
ch©vwqZKiY : c~e©wbav©wiZ gv‡bi wfwË‡Z c‡Yï †kÖwYwefvM|
cÖwgZKiY : c‡Yï gv‡bi mxgvbv wba©viY|
‡gvowKKiY : cY¨ iÿvq eëüZ evwn¨K AveiY|
¸`vgRvZKiY : cY¨ msiÿ‡Yi eë¯’v|
cÖK„Z †µZv : eZ©gvb mg‡q †h ‡µZvi Kv‡Q c‡Yï Pvwn`v Av‡Q|
m¤¢ve¨ †µZv : fwel¨‡Z †h †µZvi Kv‡Q c‡Yï Pvwn`v n‡Z cv‡i|
BDwbU-04: evRvi wefw³KiY I wecYb wgkÖY
‡fv³v evRvi : c‡Yï P~ovšÍ eënviKvix‡ì wb‡q MwVZ evRvi |
wkí evRvi : cybt Drcv`b, cÖwµqvKiY I cybt weµ‡qi Rb¨ hviv cY¨ µq K‡i, Zv‡ì evRvi|
bgybv cÖkœ c„ôv 230

evsjv‡`k Dš§y³ wek^we`¨vjq GBPGmwm †cÖvMÖvg
miKvwi evRvi : miKvwi ZË¡veav‡b cY¨ I †mev µq Kiv nq †h evRv‡i|

evRvi wefw³KiY : wbw`©ó êwkó¨ Abyhvqx evRvi‡K †QvU †QvU As‡k fvM Kiv‡K eySvq|
evRvi cwigvc‡hvM¨Zv : evRv‡ii AvqZb I Ab¨vb¨ Dcv`vb cwigv‡ci gvÎv|
evRvi cÖ‡ek‡hvM¨Zv : evRvi As‡k Kvh©Kifv‡e cÖ‡e‡ki Ae¯’v|
evRvi ch©vßZv : m¤¢ve¨ I cÖK…Z †µZvi m‡šÍvlRbK msL¨v|
wecYb wgkÖY : cY¨, g~j¨, cÖmvi I e›U‡bi mgš^q|
BDwbU-05: cY¨ I c‡Yï g~j¨ wbav©iY

cY¨ : `„k¨gvb I A`„k¨gvb †hme e¯‘ gvby‡li cÖ‡qvRb c~i‡Y mÿg|
‡fvM¨ cY¨ : P~ovšÍ †fv‡Mi Dc‡hvMx cY¨|
wkí cY¨ : P~ovšÍ †fv‡M eëüZ bv n‡q eis †fvM¨ cY¨ Drcv`‡bi Kv‡R eëüZ nq|
‡mev : A`„k¨gvb hv gvby‡li cÖ‡qvRb c~i‡Y mÿg|
kwcs cY¨ : c~e© cwiKíbv K‡i †h cY¨ µq Kiv nq|
c‡Yï RxebPµ : RxebKv‡ji wfwË‡Z cY¨‡K wewfbœ ¯Í‡i wef³ Kiv‡K eySvq|
cY¨ g~j¨ : cY¨ ev †mevi Avw_©K g~j¨vqb|
fvimvg¨ we›`y : wbw`©ó mg‡qi GKK cÖwZ weµ‡qi †h we›`y‡Z jvf ev ÿwZ nq bv|
w¯’i e¨q : Drcv`‡bi n«vm ev e„w×‡Z †h e¨q AcwieZ©bkxj _v‡K|
cwieZ©bkxj e¨q : Drcv`‡bi n«vm ev e„w×‡Z †h e¨q cwiewZ©Z nq|
BDwbU-06: cY¨ e›Ub cÖYvjx

e›Ub cÖYvjx : Drcvw`Z cY¨ Drcv`K †_‡K ‡µZv ev †fv³vi Kv‡Q †cŠQv‡bvi eë¯’v|
ga¨¯’ eëmvqx : Drcv`bKvix I ‡µZv ev †fv³vi g‡a¨ ‡mZz eÜbKvix|
cÖwZwbwa : †h wb‡Ri bv‡g ga¨¯’ eëmvq bv K‡i Ab¨vb¨ eëmvqx‡ì gv‡S †hvMv‡hvM ¯’vcb
K‡i|
wbjvg`vi : †h Drcv`bKvix I we†µZvi gv‡S wbjvg Wv‡Ki gva¨‡g cY¨ weµq K‡i|
Revi : †h Drcv`bKvix I we†µZvi gv‡S Ae¯’vb K‡i weµq Kv‡R mnvqZv K‡i|
`vjvj : †µZv I we‡µZvi g‡a¨ ms‡hvM m„wói gva¨‡g †jb‡`‡bi Pzw³ m¤úv`‡b
mnvqZvKvix|
BDwbU-07: cvBKvi I LyPiv eëmvq
cvBKvix eëmvq : †h eëmv‡qi gva¨‡g Drcv`bKvix cY¨ LyPiv we‡µZvi Kv‡Q †cŠ‡Q †Ìqv nq|
LyPiv eëmvq : †h eëmv‡qi gva¨‡g cvBKvi †_‡K cY¨ P~ovšÍ †fv³vi Kv‡Q †cŠ‡Q †Ìqv nq |
gv‡P©›U cvBKvi : †h cvBKvi wbR¯^ A_v©q‡b g~jab wewb‡qvM K‡i eëmvq K‡i|
bM` cvBKvi : †h LyPiv eëmvqx‡ì wbKU bM‡` cY¨ weµq K‡i|
wecwYgvjv : msMVbwfwËK LyPiv eëmvq|
BDwbU-08: weµq cÖmvi I weÁvcb

wecYb cÖmvi : weÁvcb, e¨w³K weµq, weµq cÖmvi, cÖPvi I Rbms‡hv‡Mi mgwó|
weµq cÖmvi : weµq e„w×i ¯^íKvjxb cÖmvig~jK c`‡ÿc|
Rbms‡hvM : cY¨ I cÖwZôv‡bi we‡kl fveg~wZ© m„wó Kivi cÖmvig~jK Kvh©µg|
weÁvcb : wbw`©ó D‡`¨v³v KZ…K
© cÖPvwiZ ˆbe©¨w³K Dc¯’vcbv|
cÖPvi : c‡ivÿfv‡e cY¨ ev †mevi AbyK~j Dc¯’vcbv|

BDwbU-09: e¨w³K weµq I weµwqKZv

e¨w³K weµq : cY¨ ev †mevi †gŠwLK Dc¯’vcbv|
weµqKgx© : ‡h e¨w³ weµq cÖ‡Póv Pvjvq|
†gŠwLK Dc¯’vcbv : fvlv I kvixwiK A½-fw½i gva¨‡g †Kvb wel‡q Z_¨ Av`vb-cÖ`vb|
weµwqKZv : cY¨ µq Ki‡Z DØy× Kivi Rb¨ eëüZ †KŠkj|
BDwbU-10: wecY‡b mgmvgwqK welqvewj
cÖZ¨ÿ wecYb : ‡µZv- we‡µZvi mv‡_ mivmwi †hvMv‡hv‡Mi wecYb eë¯’v|
AbjvBb wecYb : B‡j±ªwbK wWfvBm I B›Uvi‡bU eënvi K‡i wecYb eë¯’v|
cwiKwíZ wecYb eë¯’v : cÖ‡qvRbxq mKj c‡Yï mgv‡ek I AvaywbK my‡hvM myweav mn wecwY weZvb|
‡PBb †óvi : GKB gvwjKvbvaxb wewfbœ GjvKvq ¯’vwcZ LyPiv e„n`vqZb eëmvq|
wWcvU©‡g›U ‡óvi : cÖPzi êwPÎ¨gq c‡Yï mgv‡ek wb‡q LyPiv eëmvq|
mycvi gv‡K©U : cY¨mvgMÖx‡K web¨vm K‡i e„n`vqZb LyPiv eëmvq|
wMÖb gv‡K©wUs : cwi‡e‡ki mv‡_ mswkøó wecYb eë¯’v|

wØZxq cÎ (wecYb)
gvbeÈb : c~Y©gvb 100
1. m„Rbkxj cÖkœ (KvVv‡gve×) : 60 b¤î (6×10=60)

2. eûwbe©vPwb cÖkœ : 40 b¤î (4×10=40)
100 b¤î
• cÖwZwU m„Rbkxj cÖ‡kœi b¤î 10 Ges cÖwZwU eûwbe©vPwb cÖ‡kœi b¤î 1|
• m„Rbkxj cÖk:œ m„Rbkxj As‡k †gvU 9wU cÖkœ _vK‡e Ges DËi w`‡Z n‡e †gvU 6wU cÖ‡kœi|
• eûwbev©Pwb cÖk:œ 40wU eûwbe©vPwb cÖkœ _vK‡e, me KqwU cÖ‡kœi DËi w`‡Z n‡e|
m„Rbkxj cÖkc œ ‡Îi mvaviY KvVv‡gv

G‡Z cÖwZwU cÖ‡kœi ïiæ‡Z GKwU `„k¨Kí ev DÏxcK (Stem) _vK‡e hv n‡Z cv‡i GKwU mvaviY m~Pbv e³e¨, PvU©,
mgxKiY, wPÎ, MÖvd BZ¨vw`| `„k¨Kí ev DÏxc‡Ki †k‡l 4wU cÖkœ _vK‡e|
cÖkœ 4wUi b¤î e›Ub n‡e wb¤œiƒc:
(K) cÖ‡kœi gvb _vK‡e 1
(L) cÖ‡kœi gvb _vK‡e 2
(M) cÖ‡kœi gvb _vK‡e 3
(N) cÖ‡kœi gvb _vK‡e 4
cÖwZwU cÖ‡kœi GB 4wU As‡ki †gvU b¤î n‡e 10|

m„Rbkxj cÖkœvewj (bgybv cÖk)œ

mgq: 2 N›Uv 10 wgwbU
c~Yg© vb- 60
[we‡kl `ªóe¨: `wÿY cv‡ki msL¨v cÖ‡kœi c~Yg© vb ÁvcK| mKj cÖ‡kœi gvb mgvb| cÖ`Ë DÏxcK¸‡jv g‡bv‡hvM
mnKv‡i co–b Ges cÖkœ¸‡jvi DËi w`b| †h †Kvb QqwU cÖ‡kœi DËi w`b|]
b¤î
1| w`bvRcy‡ii K…lKiv G eQi `yÕ`dv eb¨vq †ev‡iv avb Pvl K‡i e¨vcK ÿwZi gy‡L c‡o| G ÿwZ
cywl‡q †bIqvi Rb¨ avb M‡elYv BÝwUwUDU M‡elYv K‡i D”P djbkxi av‡bi Pviv w`bvRcy‡ii
K…lK‡ì weZiY K‡i| K…lKiv av‡bi djb †`‡L Avkv Ki‡Q †ev‡iv av‡bi ÿwZ Avgb av‡bi djb
w`‡q cywl‡q hv‡e|
K. †Kv¤úvwb Kx? 1
L. wecY‡bi †Kvb cwi‡ek Awbqš¿Y‡hvM¨? e¨vL¨v Kiæb| 2
M. DÏxc‡K DwjøwLZ w`bvRcy‡ii K…lKiv †ev‡iv avb Pvl K‡i mvgwóK cwi‡e‡gi †Kvb Dcv`v‡bi 3
cÖfv‡e ÿwZi gy‡L c‡o? e¨vL¨v Kiæb|
N. DÏxc‡K DwjøwLZ K…lKiv Avgb Pv‡l ÿwZ cywl‡q wb‡Z cviv mvgwóK cwi‡e‡ki †Kvb 4
Dcv`v‡bi cÖfve e‡j †Zvgvi g‡b nq hyw³ w`b|
2| bv‡Uv‡ii eovB MÖv‡gi Pvwliv Av‡cj Kzj Pvl K‡i| Zv‡ì Gevi cÖPzi Kzj Drcv`b nq| Zviv
Av‡kcv‡ki GjvKv‡Z †m¸‡jv wewµ K‡i| wKš‘ †ewk `vg cvqbv| Zviv wPšÍv K‡i Zv‡ì GKwU
wcKAvc f¨vb _vK‡i XvKv evRvi¸‡jv‡Z Kzj wewµ K‡i †ewk jvfevb n‡Z cv‡i|
K. wecYb Kx? 1
L. wecYb e„n`vqZb Drcv`‡b mnvqZv K‡i Ñ e¨vL¨v Kiæb| 2
M. DÏxc‡K Pvwl‡ì wcKAvc f¨vb µ‡qi wPšÍv wecY‡bi †Kvb †gŠwjK aviYvi mv‡_ m¤ú„³? 3
e¨vL¨v Kiæb|
N. Ògv‡K©wUs myß A_©‰bwZK kw³ weKwkZ K‡iÕ DÏxc‡Ki Av‡jv‡K we‡kølY Kiæb| 4
3| iv‡mj I mxgv `yBRbB Wv³vi| Zv‡ì GKgvÎ †g‡qi we‡q| GB Dcj‡ÿ Zviv gqgbwmsn †_‡K
†KbvKvUv Kivi Rb¨ XvKvi hgybv wdDPvi cv‡K© wM‡q we‡qi hveZxq †KbvKvUv K‡i| GLv‡b
hveZxq AZ¨vaywbK myweav Zviv cvq| †µwWU Kv‡W©i gva¨‡g Mnbvi wej 1 jÿ UvKv cwi‡kva
K‡i| hgybv wdDPvi cv‡K©B GKwU Lvevi †`vKv‡b Zviv `yc‡y iii Lvevi Lvq| Zvici we‡K‡j Zviv
gqgbwms‡ni D‡Ï‡k¨ XvKv †_‡K iIbv †`q|
K. cÖZ¨ÿ wecYb Kx? 1
L. wMÖb gv‡K©wUs cwi‡ek evÜe cY¨ DrmvwnZ K‡i - e¨vL¨v Kiæb| 2
M. DÏxc‡K iv‡mj I mxgv †Kvb ai‡bi wecwY‡Z wM‡qwQj? e¨vL¨v Kiæb| 3
N. DÏxc‡K DwjøwLZ wecwY‡Z Avi †Kvb ai‡bi myweav †fvM Ki‡Z cvi‡e Avcbvi g‡b nq hyw³ 4
w`b|
4| cvcwo d¨vkb fvi‡Zi, _vBj¨v‡Ûi nvjd¨vk‡bi wkï †cvkvK Avg`vwb K‡ib| Avg`vwbK…Z
†cvkvKmg~n ¸YMZgv‡b I wWRvB‡b Abb¨| Zviv wUwf‡Z AbjvB‡b Zv‡ì c‡Yï weÁvcb I g~j¨
Qv‡oi †NvlYv †`b|
K. 4P Kx? 1

L. wkíevRv‡ii m`m¨ msL¨v Kg- e¨vL¨v Kiæb| 2

M. DÏxc‡K DwjøwLZ Òcvcwo d¨vkbÓ †Kvb evRv‡i †cvkvK wewµ K‡i? †mB evRv‡ii êwkó¨ 3
e¨vL¨v Kiæb|
N. DÏxc‡K cvcwo d¨vkv‡bi Kvh©µg wecYb wgkÖ‡Yi Av‡jv‡K g~j¨vqb Kiæb| 4
5| eo evRv‡ii Bwjqvm Avjx GKRb Bwjk we‡µZv| wZwb cÙvi Bwjk, PÆMÖv‡gi Bwjk msMÖn K‡i
wbw`©ó RvqMvq msiÿY K‡ib| cieZx©‡Z eo Bwjk cÙvi 1000 UvKv †QvU Bwjk cÙvi 600
UvKv| PÆMÖv‡gi eo Bwjk 700 UvKv Avi PÆMÖv‡gi Bwjk 300 UvKv `‡i wewµ K‡ib| G‡Z
eëmv‡qi mdjZv AR©b K‡ib|
K. µq Kx? 1
L. wecY‡bi me‡P‡q ¸iæZ¡c~Y© KvR †KvbwU? e¨vL¨v Kiæb| 2
M. DÏxc‡K Rbve Bwjqvm Avjw wecY‡bi †Kvb †Kvb Kvh©vewj m¤úv`b K‡i? e¨vL¨v Kiæb| 3
N. DÏxc‡Ki Rbve Bwjqvm Avjxi Kvh©vewj eëmv‡qi mvd‡j¨ KZLvwb †hŠw³K? gZvgZ w`b| 4
6| Ò†iW KvDÓ GKwU ¸uov `ya Drcv`bKvix cÖwZôvb| GB`ya wewµi Rb¨ mv‡bvqviv K‡c©v‡ikb KvR
K‡i| mv‡bvqviv K‡c©v‡ik‡bi KvQ †_‡K cv_© †iW KvD `ya µq K‡i gqgbwms‡ni wewfbœ LyPiv
†`vKv‡b wewµ K‡i|
K. dwiqv Kx? 1
L. gv‡P©›U ga¨¯’ eëmvqx Kviv? e¨vL¨v Kiæb| 2
M. DÏxc‡K DwjøwLZ mv‡bvqviv K‡c©v‡ikb †Kvb ai‡bi ga¨¯’ eëmvqx? e¨vL¨v Kiæb| 3
N. DÏxc‡K DwjøwLZ eÈb cÖYvwj Kq¯Íi wewkó? wPÎmn `xN© nIqvi KviY we‡kølY Kiæb| 4
7| ABC GKwU †gvevBj †Kv¤úvwb| G †Kv¤úvwb Kv‡÷vgvi †Kqvi †m›Uv‡ii Rb¨ weµqKg©x wb‡qv‡Mi
mgq ¯^v¯’¨, †Pnviv, KÉ, ¯§vU©, gvwR©Z Avè-Kvq`v, ¯œvqweK Af¨vm BZ¨vw` welq we‡ePbv K‡i|
weµqKg©xiv my›ìfv‡e †µZv‡ì myweav-Amyweav¸‡jv we‡ePbv K‡i| †µZviv weµqKg©xi eënv‡i
mš‘ó| G‡Z cÖwZôvbwU mvdj¨ cv‡”Q|
K. weµwqKZv Kx? 1
L. wecYb cÖmv‡ii wØ-gyLx †hvMv‡hvM cÖwµqv †KvbwU? e¨vL¨v Kiæb| 2
M. DÏxc‡K DwjøwLZ cÖwZôvbwU weµqKg©xi †Kvb †Kvb ¸Yvewj we‡ePbv Ki‡Q? e¨vL¨v Kiæb| 3
N. DÏxc‡K DwjøwLZ weµq Kg©xi ¸Yvewj wkÿvjä bv Rb¥MZ? we‡kølY Kiæb| 4
8| bv‡Uv‡ii eovB MÖv‡gi Pvwliv Av‡cj Kzj Pvl K‡i| Zv‡ì Gevi cÖPzi Kzj Drcv`b nq| Zviv
Av‡kcv‡ki GjvKv‡Z †m¸‡jv wewµ K‡i| wKš‘ †ewk `vg cvqbv| Zviv wPšÍv K‡i Zv‡ì GKwU
wcKAvc f¨vb _vK‡i XvKv evRvi¸‡jv‡Z Kzj wewµ K‡i †ewk jvfevb n‡Z cv‡i|
K. wecYb Kx? 1
L. wecYb e„n`vqZb Drcv`‡b mnvqZv K‡i Ñ e¨vL¨v Kiæb| 2
M. DÏxc‡K Pvwl‡ì wcKAvc f¨vb µ‡qi wPšÍv wecY‡bi †Kvb †gŠwjK aviYvi mv‡_ m¤ú„³? 3
e¨vL¨v Kiæb|
N. Ògv‡K©wUs myß A_©‰bwZK kw³ weKwkZ K‡iÕ DÏxc‡Ki Av‡jv‡K we‡kølY Kiæb| 4

9| VIVO †UwjK‡gvwb‡Kkb †Kv¤úvwb Gevi 2018 wek¦Kv‡ci Awdwmqvj ¤úÝi| Zviv weivU
AvK…wZi wej‡ev‡W© "VIVO 2018 World Cup" wj‡L‡Q| GB weÁvcbwU wek¦Kvc ïiæi Av‡M
†_‡KB ïiæ n‡q †M‡Q| VIVO †gvevBj µq Kiv ïiæ K‡i‡Q †µZviv|
K. weµq cÖmvi Kx? 1
L. A_©Qvov ˆbe¨w³K Dc¯’vcbv‡K Kx e‡j? e¨vL¨v Kiæb| 2
M. VIVO †Kv¤úvwb weÁvc‡bi †Kvb gva¨gwU eënvi K‡i‡Q? e¨vL¨v Kiæb| 3
N. DÏxc‡K DwjøwLZ weÁvc‡bi ¸iæZ¡ KZLvwb? Gi †hŠw³KZv we‡kølY Kiæb| 4
eûwbe©vPwb Afxÿv
mgq: 40 wgwbU
c~Yg© vb- 40
[we‡kl `ªóe¨: cÖwZwU cÖ‡kœi gvb 1]
cÖkœ c‡Î †Kv‡bv cÖKvi `vM/wPý †`qv hv‡e bv|
1| wecY‡bi cÖavb D‡Ïk¨ n‡jvÑ
i. gybvdv AR©b
ii. †µZvi mš‘wó AR©b
iii. Kvh©Kix Drcv`b
K) i I ii L) iI iii
M) ii Iiii N) i, ii I iii
2| evRvi ej‡Z †evSvqÑ
K) ¯’vb‡K L) cY¨‡K
M) †µZv‡K N) we‡µZv‡K
3| wecY‡bi KvR ïiæ nqÑ
K) weµ‡qi c~e© †_‡K L) weµ‡qi ci †_‡K
M) Drcv`‡bi c~e© †_‡K N) Drcv`‡bi ci †_‡K
4| Pvwn`v ej‡Z †evSvqÑ
i. †Kvb wKQz cvIqvi AvKv•ÿv
ii. Dchy³ A_© e¨q Kivi B”Qv
iii. A_© e¨q Kivi mvg_©¨
K) i I ii L) iI iii
5| wb‡Pi †KvbwU e¨wóK cwi‡e‡ki Dcv`vb?
K) RbmsL¨vi eqm KvVv‡gv L) A_©ms¯’vbKvix Rb‡Mvôx
M) RbM‡Yi wkÿv I †ckv N) KuvPvgv‡ji µgn«vmgvb †hvMvb
6| wb‡Pi †KvbwU mvgwóK cwi‡e‡ki Dcv`vb?
K) cÖvK…wZK m¤ú` L) AvšÍRv© wZK evRvi
M) cÖwZ‡hvMx N) wgwWqv Rb‡Mvôx

7| ¸`vgRvZKiY †Kvb ai‡bi Dc‡hvM m„wó K‡i?

K) iƒcMZ L) ¯^ZM¡ Z
M) ¯’vbMZ N) mgqMZ
8| cY¨‡K wewfbœ wefv‡M fvM Kivi †gŠwjK mxgv wba©viY‡K wK e‡j?
K) ch©vwqZKiY L) cÖwgZKiY
M) gvb wba©viY N) wefw³KiY
9| weÁvcb n‡jvÑ
i. GKwU ˆbe©¨w³K Dc¯’vcbv
ii. A_©cÖ`Ë Kvh©µg
iii. GKgyLx †hvMv‡hvM eë¯’v
K) i I ii L) iI iii
10| †Kvb evRv‡ii †µZviv P‚ovšÍ eënv‡ii Rb¨ cY¨`ªe¨ µq K‡i?
K) †fv³v L) eëmvq
M) wkí N) miKvi
wg. mvnxb Mv‡g©›Um eëmvqx| wZwb Zvi cY¨ †`‡ki Af¨šÍ‡i wewµ K‡ib| †µZv‡ì Avw_©K Ae¯’v‡K we‡ePbv K‡i
wZwb AwfRvZ GjvKvi Rb¨ †h ai‡bi cY¨ mieivn K‡ib Ab¨ GjvKvq Zv K‡ib bv| G‡ÿ‡Î `y GjvKvi
cY¨g~‡jï g‡a¨ cv_©K¨ †`Lv Kiv hvq|
11| wg. kvnxb wK‡mi wfwË‡Z evRvi wefvRb K‡i?
K) †fŠ‡MvwjK L) RbwgwZK
M) gb¯ÍvwË¡K N) AvPiYwfwËK
12| wg. kvnx‡bi GK KvRwU wKiƒc ¸iæZ¡ enb K‡i?
K) weÁvcb LiP n«vm K‡i L) wecYb Kvh© mnR K‡i
M) cY¨g~j¨ n«vm K‡i N) eÈbcÖYvwj †QvU nq
13| Rxeb wegv cwjwm †Kvb ai‡bi cY¨?
K) myweav cY¨ L) kwcs cY¨
M) wewk÷ cY¨ N) AhvwPZ cY¨
14| c‡Yï RxebP‡µi †Kvb ¯Í‡i cÖwZ‡hvwMZv me‡P‡q †ewk?
K) cY¨ Dbœqb ¯Íi L) cÖe„w× ¯Íi
M) m~Pbv ¯Íi N) c~YZ© v ¯Íi
15| c‡Yï g~j¨ e„w× †c‡j hv N‡UÑ
i. Pvwn`v n«vm cvq
ii. †hvMvb e„w× cvq
iii. Pvwn`v e„w× cvq
K) i I ii L) iI iii

16| `vq MÖvnK †Kvb ai‡bi ga¨¯’eëmvqx?

K) ewYK ga¨¯’eëmvqx L) cÖwZwbwa ga¨¯’eëmvqx
M) Kvh©wfwËK ga¨¯’eëmvqx N) wewea ga¨¯’ eëmvqx
17| wPswo eëmvqx mygb wewfbœ †`‡k wPswo ißvwbi Rb¨ wewfbœ e›`‡i wbjq †UªWv‡m©i mvnvh¨ †bb| wbjq †UªWvm©
†Kvb ai‡bi ga¨¯’eëmvqx?
K) wK¬qvwis G‡R›U L) Uªv‡fwjs G‡R›U
M) d‡ivqvwW©s G‡R›U N) Kwgkb G‡R›U
18| Rbve †KivgZ †Kvb ai‡bi cvBKvi?
K) AvswkK cvBKvi L) ¯’vbxq cvBKvi
M) i¨vK Revi N) Wªc wkcvim
19| wb‡Pi †KvbwU gvwjKvbvi wfwË‡Z LyPiv eëmvq?
K) mycvi gv‡K©U L) myweav †÷vi
M) †PBb †÷vi N) eûkvLv wecwY
20| cY¨ mvwiwfwËK LyPiv eëmvq n‡jvÑ
i. evÆv wecwY
ii. mycvi gv‡K©U
iii. wefvMxq wecwY
K) i I ii L) iI iii
DÏxcKwU co–b Ges 21 bs cÖ‡kœi DËi w`b|
gxbv GÛ mÝ GKwU cvBKvwi-eëmvq cÖwZôvb| GwU LyPiv eëmvqx‡ì KvQ †_‡K AW©vi msMÖn K‡i Drcv`bKvixi
Kv‡Q cvwV‡q †M`b| Gici Drcv`bKvix †µZv‡K cY¨ mieivn K‡ib| gxbv GÛ mÝ wbR¯^ ¸`v‡g cY¨ msiÿY
K‡ib bv|
21| gxbv GÛ mÝ †Kvb ai‡bi eëmvqx?
K) K¨vk GÛ K¨vwi cvBKvi L) Wªc wkcvim
M) UªvK cvBKvi N) i¨vK Revim
22| cÖPv‡ii gva¨g †KvbwU?
K) wej‡evW© L) †cv÷vi
M) mvgwqKx N) cwÎKvq m¤úv`Kxq
23| weµq cÖmv‡ii myweav n‡jvÑ
i. ZvrÿwYK cY¨ µ‡q DrmvwnZKiY
ii. bZzb c‡Yï cÖPjb
iii. AvšÍte¨w³K m¤úK© ¯’vcb
K) i I ii L) iI iii
Ômxgv d¨vkbÕ evsjv‡`‡ki GKwU bZzb †cvkv‡Ki eª¨vÛ| eZ©gv‡b Zv‡ì XvKvi emyÜiv I avbgwÛ‡Z `ywU †kv-iæg
Av‡Q| Avmbœ eow`‡b weµq e„w×i j‡ÿ¨ cÖwZôvbwU Gwjd¨v›U †iv‡Wi †gv‡o GKwU wekvj wej‡ev‡W© cY¨wU
g‡Wjmn Dc¯’vcb K‡i| Gi d‡j Zv‡ì weµq †e‡o hvq|

24| Ômxgv d¨vkbÕ †Kvb ai‡bi weµq e„w×i †KŠkj cÖ‡qvM K‡i‡Qb?
K) weµq cÖmvi L) cÖPvi
M) weÁvcb N) Rbms‡hvM
25| weµqKg©xi M„nxZ Kjv‡KŠkj n‡jvÑ
K) e¨w³K weµq L) weµq cÖmvi
M) weµwqKZv N) e¨w³MZ Dc¯Ívcbv
26| wb‡Pi †KvbwU weµqKg©xi ˆbwZK ¸Y?
i. AvbyMZ¨
ii. mijZv
iii. gvwR©Z eënvi
K) i I ii L) iI iii
27| e¨w³K weµ‡qi gva¨g †Kvb ai‡bi Dc‡hvM m„wó nq?
K) mgqMZ L) ¯’vbMZ
M) ¯^ZM¡ Z N) Z_¨MZ
28| cÖZ¨ÿ wecY‡bi nvwZqvi n‡jvÑ
i. AbjvBb gv‡K©wUs
ii. †Uwjgv‡K©wUs
iii. WvUv‡eR gv‡K©wUs
K) i I ii L) iI iii
29| evUv †Kv¤úvwb †Kvb ai‡bi wecwY?
K) wefvMxq L) mycvi gv‡K©U
M) eûkvLv N) kwcs gj
30| A‡bK¸‡jv ¯^Zš¿ wefvM I c„_K cY¨ mvwihy³ wecwY‡K Kx e‡j?
K) cwiKwíZ wecwY L) wefvMxq wecwY
M) mycvi gj N) kwcs gj
ÔPvKwi †gjvÕ bv‡g GKwU cÖwZm&Vvb AbjvB‡b PvKwi welqK Z_¨ cÖ`vb K‡i _v‡K| G‡Z K‡i wewfbœ †Kv¤úvwb
Zv‡ì cÖ‡qvRbxq Kg©x wb‡qvM msµvšÍ Z_¨ cÖPv‡ii ÔPvKwi †gjvÕ I‡qemvBU‡K eënvi K‡i|
31| wecYb cwi‡e‡ki †Kvb Dcv`vbwU ÔPvKwi †gjvÕÑ †K cÖfvweZ K‡ibÑ
K) ivR‰bwZK cwi‡ek L) cÖhyw³MZ cwi‡ek
M) RbmsL¨vMZ cwi‡ek N) mvs¯‹…wZK cwi‡ek
32| ÔPvKwi †gjvÕ wecYb cwi‡e‡ki †h Dcv`v‡bi cÖfvegy³ _vK‡eÑ
i. ga¨¯’Kvievwi
ii. Rb‡Mvôx
iii. mieivnKvix
K) i I ii L) iI iii

33| w`bvRcy‡ii Drcvw`Z wjPz‡K wewfbœ AvK…wZ Abyhvqx mvRv‡bv‡K Kx e‡j?

K) cÖwgZKiY L) ch©vwqZKiY
M) †gvowKKiY N) GKÎxKiY
34| Rbve Kwei GKRb B‡jKUªwb· c‡Yï eëmvqx| wZwb Zvi weµxZ c‡Yï mv‡_ †µZv‡K GKwU I‡qv‡iw›U
KvW© cÖ`vb K‡i _v‡K? Rbve Kwe‡ii KvR‡K e‡jÑ
K) wd« †Wwjfvwi L) †fv³v mš‘wó
M) gv‡bi wbðqZv N) weµ‡qvËi †mev
35| ÔDËg µq weµ‡qi A‡a©KÕ KviYÑ
i. cÖwZ‡hvwMZv †gvKv‡ejv Kiv hvq
ii. c‡Yï D”P g~jª cvIqv hvq
iii. cY¨ mn‡R weµq nq
K) i I ii L) iI iii
Rbve wgVzb GKRb Mvwo eëmvqx| wZwb †fv³v‡ì êwkó¨ g~j¨vq‡bi gva¨‡g †R‡b‡Qb †h XvKv kn‡ii gvby‡li
µq ÿgZv †ewk| †mRb¨ wZwb XvKv kn‡i Mvwoi †kv-iƒg w`‡q‡Qb| wKš‘ jÿ Kiv †Mj †h XvKv kn‡i Ab¨
cÖwZôv‡biI †kv-iƒg Av‡Q| ZvB wZwb g~j¨ wbNa©vi‡Y µqg~j¨, cwienb LiP Ges gybvdvi mgš^q NUvb| Gfv‡e
wZwb mdjZv jvf K‡i‡Qb|
36| DÏxcKwU‡Z Rbve wgVzb evRvi wefw³Ki‡Yi †Kvb PjKwU eënvi K‡i‡Qb?
K) RvwZ L) Avq
M) †ckv N) wkÿv
37| Rbve wgVz‡bi mdjZvi KviY n‡jvÑ
K) Pjgvb nv‡i g~j¨ wba©viY L) ìcÎwfwËK g~j¨ wba©viY
M) gvK©-Avc g~j¨ wea©viY N) f¨vjywfwËK g~j¨ wba©viY
Rbve Kv‡kg GKRb eo cvBKvi| wZwb bvivqYMÄ wkí GjvKvq Aew¯’Z iW KviLvbvi †_‡K iW msMÖn K‡ib Ges
wewfbœ wbg©vY cÖK‡í iW †cŠ‡Q †`b| wewbg‡q Rbve Kv‡k Kwgkb cvb|
38| Rbve Kv‡k †Kvb ai‡bi cvBKvix eëmvq?
K) UªvK cvBKvi L) `vjvj
M) Wªc wkcvim& N)Bkí cvBKvi
39| Rbve Kv‡k‡gi eëmv‡qi mywe`vRbK w`K n‡jvÑ
i. cY¨ ¸`vgRvZKiY Ki‡Z nq bv
ii. c‡Yï gvwjKvbv MÖnY Kiv hvq
iii. SzuwK MÖnY Ki‡Z nq bv
K) i I ii L) iI iii
40| wecYbKvix KZ©„K †fv³v‡ì‡K cÖ`Ë we‡kl ai‡bi cÖwZkÖæwZ‡K Kx e‡j?
K) bgybv weZiY L) cÖ`k©bx
M) Kzcb N) Qvo

HSC 2888 2022

Uploaded by

Copyright:

Available Formats

You might also like

HSC 2888 2022

Uploaded by

Document Information

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

HSC 2888 2022

Uploaded by

Copyright:

Available Formats

Drcv`b e¨e¯’vcbv I wecYb

nvqvi †m‡KÛvwi mvwU©wd‡KU †cÖvMÖvg

evsjv‡`k Dš§y³ wek¦we`¨vjq

cÖ_g cÖKvk : wW‡m¤^i, 2018

©evsjv‡`k Dš§y³ wek¦we`¨vjq

†Kvm©eB Abymi‡Yi †Kvm© /BDwbU

†Kvm© mgvwßi mgq †Kvm©wU mgvwßi m‡e©v”P mgq 36 mßvn

Avcbvi ÷vwW †m›Uv‡ii †Kvm© wUDUi

cwifvlv I gvbe›Ub ............................................................................................................... 230

BDwbU mgvwßi mgq BDwbU mgvwßi m‡e©v”P mgq 2 mßvn

cvV-1.1 wecY‡bi aviYv, µgweKvk I ˆewkó¨

G cvV †k‡l Avcwb

aviYv, gv‡K©U/evRvi, wecYb, Drcv`K, †µZv, †fv³v, †µZv-f¨vjy|

wecY‡bi aviYv (Concept of Marketing)

wecY‡bi msÁv (Definition of Marketing)

wecY‡bi µgweKvk (Evolution of Marketing)

wecY‡bi ‰ewkó¨ (Characteristics of Marketing)

cvV-1.2 wecY‡bi †gŠwjK aviYvmg~n

G cvV †k‡l Avcwb

cÖ‡qvRb, Afve, Pvwn`v, cY¨, †mev, AwfÁZv, f¨vjy, mšÍywó, †jb‡`b

evRvi cY¨, †mev I AwfÁZv

wPÎ 1.3t wecY‡bi ‡gŠwjK aviYvmg~n

welq cÖ‡qvRb Afve Pvwn`v

†µZv I †fv³vi g‡a¨ cv_©K¨ (Differences between Customer and Consumer)

welq †µZv †fv³v

mwVK DË‡ii cv‡k wUK& (√ √) wPý w`b-

cvV-1.3 evRvi, weµq I wecYb

G cvV †k‡l Avcwb

weµq, ¯’vbMZ Dc‡hvM, mgqMZ Dc‡hvM, gvwjKvbvMZ Dc‡hvM|

evRv‡ii msÁv (Definition of Market)

evRvi I wecY‡bi g‡a¨ cv_©K¨ (Differences between Market and Marketing)

welq evRvi wecYb

weµ‡qi msÁv (Definition of Sales)

weµq I wecY‡bi g‡a¨ cv_©K¨ (Differences between Sales and Marketing)

welq weµq wecYb

wkÿv_©xi KvR evRvi, weµq I wecY‡bi g‡a¨ m¤úK© I cv_©K¨ wjLyb|

cvV-1.4 wecY‡bi ¸iæZ¡ I AvIZv

G cvV †k‡l Avcwb

A_©‰bwZK AeKvVv‡gv, e„n`vqZb Drcv`b, RxebhvÎvi gv‡bvbœqb, cY¨,

wecY‡bi ¸iæZ¡ (Importance of Marketing)

wecY‡bi AvIZv (Scope of Marketing)

mwVK DË‡ii cv‡k wUK& wPý w`b-

2| wecY‡bi AvIZvi AšÍfy©³ bq wb‡Pi †Kvb&wU?

wb‡Pi DÏxcKwU c‡o 3 - 4 bs cÖ‡kœi DËi w`b-

BDwbU mgvwßi mgq BDwbU mgvwßi m‡e©v”P mgq 2 mßvn

cvV-2.1 wecYb cwi‡ek: aviYv I cÖKvi‡f`

G cvV †k‡l Avcwb

e¨wóK cwi‡ek, mvgwóK cwi‡ek, cÖZ¨ÿ cÖfve, c‡ivÿ cÖfve|

cwi‡ek ej‡Z Kx eySvq (What is meant by Environment) ?

BDwbU `yB c„ôvÑ22

wPÎ 2.1 : mvgwMÖK wecYb cwi‡ek

BDwbU `yB c„ôvÑ 23

 mvgwóK cwi‡e‡ki Dci wecYbKvixi †Kvb wbqš¿Y _v‡K bv;

wecYb cwi‡e‡ki cÖKvi‡f` (Types of Marketing Environment)

e¨wóK cwi‡ek mvgwóK cwi‡ek

wPÎ 2.2: wecYb cwi‡e‡ki cÖKvi‡f`

BDwbU `yB c„ôvÑ24

welq e¨wóK cwi‡ek mvgwóK cwi‡ek