Final Marketing Assignment

MARKETING ASSINGMENT
NAME: SHAYAN FATHER NAME: JUNAID CLASS: BS COMMERCE 4 ROLL NO:

10042004
TEACHER NAME: SIR FAHIM
CHAPTER NO1
QUESTION NO1
Define the
(a) Anticipation of demand (b) Management of demand (c) Satisfaction of demand
ANSWER
ANTICIPATION OF DEMAND:
Anticipation of demand or demand forecasting is
“The process of using predictive analysis of historical data to estimate and predict customers’
future demand for a product or service. Demand forecasting helps the business make better-
informed supply decisions that estimate the total sales and revenue for a future period of
time.”
Demand forecasting allows businesses to optimize inventory by predicting future sales. By

analyzing historical sales data, demand managers can make informed business decisions about
everything from inventory planning and warehousing needs to running flash sales and meeting
customer expectations.
MANAGEMENT OF DEMAND:
“The creation of interactions between operations and marketing with the goal of understanding
the market and developing actions in sync with company strategy, production capacity and end-
customer needs.”
Purpose of demand management:

Demand management formulates an action plan to meet current and anticipated conditions in
target markets. The process provides data and insights to marketing, demand planning.
production and sales forecasting teams to help them achieve company goals.
SATISFACTION OF DEMAND:
Satisfaction of demand mean when the customers expect certain benefits from the goods while
buying goods and goods fulfill customer expectations.
Equation for satisfaction of demand
Customer satisfaction = Perceived performance/Desired performanc
QUESTION NO2
What are the five components of the marketing concepts? Give an example of each
component.
ANSWER
MARKETING CONCEPTS:
According to the book marketing concepts are “consumer oriented, market driven , value
driven, integrated and goal oriented.”
CONSUMER ORIENTED CONCEPT:

Customer orientation is a business approach that puts the needs of the customer over the
needs of the business. Customer-oriented companies understand that the business won't thrive
unless it consistently improves customer focus. It's a way of thinking that aligns your business
goals with your customers' goals
Example of consumer oriented marketing:

Amazon lives and breathes customer experience. The company goes to remarkable lengths to
make customers happy.They describe their leadership philosophy as “start with the customer
and work backwards.” CEO Jeff Bezos even reads customer complaint emails.It’s safe to say that
a customer-oriented approach to business has worked out pretty well for them.
MARKET DRIVEN CONCEPT:

Market-Driven strategy is the long term planning of a business to provide the maximum value
or advantages to the customers. The main target of the market driven strategy is to provide
maximum value to the customers.
According to David W. Cravens & Nigel F. Piercy: “Marketing-driven strategy provides a

companywide perspective which mandates more effective integration of a activities and
processes that impact customer value.”
“Market-driven strategy consists of activities and processes that create and provide superior
customer value.”
CHARACTERISTICS OF MARKET DRIVEN STRATEGY:
According to Cravens & Piercy (2006), the characteristics of market driven strategies include:
1. Becoming market oriented.
2. Determining distinctive capabilities.
3. Finding a match between customer value and organizational capabilities.
4. Obtaining superior performance by providing superior customer value.
Although it is a highly promising strategy, yet it is argued that a long-term commitment is

crucial in order to develop these strategies.
Example of market driven strategy:

Microsoft sets the price of their product (higher/lower), based on market factors, such as the
prices of similar products offered by its competitors and the consumer demand.
Example: The Widows OS has been priced at a premium as its demand has been increasing.
VALUE DRIVEN STRATEGY:

According to book the value driven philosophy means “offering goods and services that
consumers perceive to have superior value to their cost and the offerings of competitor.”
Value driven marketing strategy has a major goal: to create meaningful value for your
customers. With this approach, you become a magnet for new clients and prospects. It requires
a firm commitment to seek ways to add value to your clients. They determine the worth of your
products or services.
Example:
Airline companies offer frequent-flier miles to customers who use their airlines. The rewards
increase in value as the customer accumulates more miles.
INTEGRATED CONCEPT:
According to the book integrating marketing focus, “all the activities relating to goods and
services are coordinating, including finance, production, inventory control and marketing.”
In other words ”Integrated marketing is a strategy for delivering a unified message across all
the marketing channels your brand uses. It provides consistency wherever customers choose to
interact with a company.”
Without an integrated marketing strategy, you risk delivering mixed messages or

communicating in a disconnected voice. This can make your brand seem fragmented and
disorganized to your customers.
For example, whether a customer is viewing marketing content on desktop or mobile, the
experience and message should remain the same. Likewise, a customer who asks questions
through an automated chatbot on your website should receive the same service as someone
who has a call with a real sales representative.
EXAMPLE:
Coca-Cola is one of the most well-known brands in the world, and its success is due in part to its
effective use of IMC. The company has a long history of using television, radio, and print
advertising to reach its target audience. In recent years, it has also increased its use of digital
channels, such as social media and its website, to reach an even wider audience.
GOAL ORIENTED CONCEPT:

According to book,
A gool oriented firm employs marketing to achieve both short and long term goals which may
be profit, funding to find a cure for a disease, increased tourism, election of a political
candidate a better company image, and so on.
In other words
Company marketing goal is the specific action company want your clients to take after seeing
company ads or social media posts. Additionally, goal-oriented marketing should have a specific
niche or target in mind and it should appeal directly to a very specific target audience. When
company think about goal-oriented marketing, think of it as being as specific as humanly
possible.
EXAMPLE:
a) Launching campaign for brand awareness

b) Launching campaign for elections
c) A campaign for diseases awareness
QUESTION NO3
What are the basic functions performed by marketing?
ANSWER
FUNCTIONS PERFORMED BY MARKETING:

According to book, there are basic eight function performed by marketing
ENVIRONMENTAL ANALYSIS:
Marketing involves in environmental analysis that refers to a strategic analysis tool that helps to
identify internal and external environmental factors that affect the organization’s abilities to
work properly. Managers develop the organization’s structure, culture as well as policies to give
clear guidelines to employees. However, the business success is dependent upon how it deals
with external environmental effects if any.
In their marketing environmental analysis, strategic marketers must take into consideration the
micro-economic and macro-economic factors during decision-making processes. This is because
these forces have a major effect on the marketing campaign’s success. Therefore, the
marketing environment forces can play a vital role in the success of a business, its marketing
strategies, marketing campaigns and its branding.
BROADENING THE SCOPE OF MARKETING:

Recent definitions of marketing acknowledge that the concept is no longer just about consumer
goods. The idea of marketing is now a key aspect of modern society. It can inform the
objectives and actions of service organizations, of charities and other not-for-profit (NFP)
organizations and of governments. Local councils have marketing departments, as do
universities, political parties and even pressure groups (although they might give them different
names). There is even a potential profitable business in producing guides that help individuals
market themselves to prospective employers or partners
CONSUMER ANALYSIS:
Another marketing function is consumer analysis.Consumer analysis is the process where
information about the consumer is found out from market research like the needs of the
consumer, the target market and the relevant demographics so that this information can be
used in market segmentation for further steps of market research. It is very useful in predicting
consumer behavior.
PRODUCT PLANNING:
Another marketing function is product planning. Product planning involves all of the internally
focused decisions, steps, and tasks necessary to develop a successful product. In other words, it
involves everything company will need to do that will affect the product itself. By contrast, go-
to-market planning involves all of the external-facing steps. These are the things company
would do to introduce and market your product to the public.
Here are a few examples of both a product plan and go-to-market plan to better understand of
both function
Product Plan:
• What features should we prioritize for the product’s development?
• How will we determine the price points for our product?
• Which vendors will we work with for manufacturing?
• What will be our revenue targets, our goals for new-customer adoption and other
metrics that we can track to determine the product’s level of success?
Go-to-Market Plan:
• What email campaigns will we develop to inform prospects about our new product?
• Which pieces of marketing collateral should we create for this product launch?
• How and when will we train our sales force on selling the new product?
• Should we create limited-time promotions to boost early purchases?
• What PR campaigns will we roll out to increase industry awareness prior to launch?
DISTRIBUTION PLANNING:
Marketing also involves in distribution planning. It is defined as “Distribution strategy is the
method used to bring products, goods and services to customers or end-users.”
Company often gains repeat customers by ensuring an easy and effective way to get your
goods and services to people, depending on the item and its distribution needs. Organizations
consider which distribution strategy is best while being cost-effective and increasing overall
profitability. You can even use multiple or overlapping distribution strategies to reach target
audiences and meet company goals and objectives. For example, a product might sell better
online to one demographic and via a mail-to-order catalog to another target audience group.
PROMOTION PLANNING:
Marketing another function is promotion planning. Which may define as “Promotional
Planning is a process of optimizing the utilization of marketing tools, strategies, resources to
promote a product and service with the intent to generate demand and meet the set
objectives.”
PRICE PLANNING:
Most important function of marketing is price planning which defined as
pricing planning is a model or method used to establish the best price for a product or service.
It helps company to choose prices to maximize profits and shareholder value while considering
consumer and market demand.
Pricing strategies account for many of your business factors, like revenue goals, marketing
objectives, target audience, brand positioning, and product attributes. They’re also influenced
by external factors like consumer demand, competitor pricing, and overall market and
economic trends.
MARKETING MANAGEMENT:
The back bone of marketing process in marketing mangment which defined as
“Marketing management is a process of controlling the marketing aspects, setting the goals of a
company, organizing the plans step by step, taking decisions for the firm, and executing them to
get the maximum turn over by meeting the consumers' demands.
A person who is a marketing manager must do a deep study to have the idea of actually what is
marketing management and how to make it better in your firm's favor. Marketing management
is based on product, place, price, and promotion to attract consumers.
These four Ps are decided by the management of the company according to the demand of
customers what they want to buy, with suitable market prices and easy to find either in stores
or online. Marketing management has to deal and make inflow of these elements for business
survival.
CHAPTER NO 2
QUESTION NO 1
Explain the environment in which marketing operates.
ANSWER
ENVIRONMENT IN WHICH MARKETING

OPERATES:
MARKETING ENVIROMENTS:
The marketing environment consists of controllable factors, uncontrollable factors,
organizational performance, feedback and adoption.
Controllable variable refer to those variables that can be easily controlled by a business-man or
a company to suit the demand of the business. They include the following:
Product: A company or marketer is said to have control over a product because he or she can
undertake the following adjustments to suit prevailing demands of the business. The business
can increase the capacity of output to cope with increasing demand, modify the product in
terms of color, size, shape, fashion, design or change the package of the product and so on.
Price: A business or a marketer is said to have control over price of his products because he or
she can undertake the following adjustments to suit the demand on business: it can offer
discounts, offer price reductions or use the money off e.g. he can use this slogan, "buy two get
one free".
Promotion: A marketer is said to have control over promotional activities of his organization
because of the following factors: it is able to select appropriate promotional media to use
depending on different situations, is able to select appropriate slogans to use for different
market segments. It can to do this because different advertising slogans are perceived
differently in different market segments.
Place or Distribution: A company or a marketer is able to control distribution activities in his or

her organization by way of choosing appropriate marketing channels to use in the distribution
of his goods and services e.g. supermarkets, village shops, kiosks and multiple shops. This will
enable customers to get goods at the right time and place.
Suppliers: Companies can either increase the number of suppliers or decrease it.
UNCONTROLLABLE VARIABLES:
These refer to those variables that a marketer has little or no control over them. But they can
affect a marketer's activities either positively or negatively. As such, a marketer has to devise
ways of undertaking these activities under the umbrella of these variables. These variables
include:
Demography: This simply refers to the study of human population as well as its structure. This
can affect marketing activities in the following ways: A low rate of population growth implies
small potential market for goods and services, and vice versa. High mortality rate affects
negatively the demand for goods and services. Demand for goods and services always decrease.
Technology: Changes in technology affect marketing activities either positively or negatively.

However, the marketer has no control over them. As such, he needs to try and cope Political
stability: When a country is stable politically, a marketer's activities are boosted. As such a
marketer is free to penetrate the market and serve all the customers. But during periods of
political instability in a country, marketers' activities are jeopardized.
Legal Forces: The government makes laws that govern a given country. These rules and
regulations may affect marketing activities either positively or negatively.
Social and Cultural Forces: These include races, tribes, religion, class or status. Due to these
differences, the marketer has to produce what suits the market e.g. Muslims do not eat pork,
while Christians do not smoke and drink beer etc
Economic Forces: When the economy of a country is booming, people's purchasing power
becomes high. Hence they are able to purchase more goods and services. Thus, a marketer
registers high sales' volume. But during economic recession, coupled with inflation and
devaluation of a country's currency, prices of essential commodities hike. Hence, people are not
able to purchase all that they require due to limited purchasing power.
QUESTION NO 2
Why are the factor controlled by top management usually considered uncontrollable by
marketing personnel?
ANSWER
CHAPTER NO 6
QUESTION NO1
Distinguish among domestic, domestic, international, and global marketing?
ANSWER
QUESTION NO2
Define each of the following
• Local content law

• Traffic
• Embargo
ANSWER
CHAPTER NO 7
QUESSTION NO 1
Distinguish between E marketing and E commerce?
ANSWER
DIFFERENCE BETWEEN EMARKETING AND ECOMMERCE

E-COMMERCE EMARKETING
Definition: Definition:
E-commerce refers to the selling and E-marketing (or digital marketing) is
purchasing of products and services using the a process of planning, executing, distributing,
Internet, the money and data transfer to promoting and pricing of goods and services
finalize transactions. in a networked environment (the Internet
and the World Wide Web) aimed at
facilitating, exchanging and fulfilling
customers’ expectations.
QUESTION NO 2
Discuss the six basic steps in developing an internet marketing strategy
ANSWER
DEFINITION OF INTERNET MARKETING:
“Internet marketing is the promotion of a company and its products or services through online
tools that generate leads, drive traffic, and boost sales.it is also called online marketing
or digital marketing.”
Internet marketing relies on digital channels to distribute promotional messages.
Internet marketing is an umbrella term that covers a wide range of marketing strategies and
avenues.
STEPS IN DEVELOPING AN INTERNET MARKETING STRATEGY:
1. Mission:
First, identify and understand the company’s mission. Maybe it’s written down and promoted
throughout the organization. A mission statement explains why a company is in business and
how it can benefit consumers. Sometimes, the mission statement is aspirational, motivating
staff and inspiring customers. Or it is simply a straightforward statement about who you are.
Either way, you can’t plan a marketing strategy without knowing clearly what business you are
in and why.
The mission statement is a core message that guides and influences your marketing strategy.
Questions to ask when evaluating the mission:
• Why is your company in business?
• What is the purpose of your business?
• What is the strategic influence for your business?
• What is the desired public perception for your business?
• How does your mission statement clarify your strategy?
• How does your mission statement unify your team?
2. Situation Analysis
The second step of the strategic marketing process is to evaluate internal and external factors
that affect your business and market. Your analysis will illuminate your strengths and the
challenges you face — either with internal resources or with external competition in the
marketplace. Situation analysis provides a clear, objective view of the health of your business,
your current and prospective customers, industry trends, and your company’s position in the
marketplace.
There are several ways to analysis situation
1.SWOT (Strength, Weakness, Opportunity and Threats)
2. 5C analysis (Company, Customers, Competitors, Collaborators, Climate)

3. PEST analysis (Political, Economic, Social, Technological)
3. Marketing Strategy/Planning
Now that you’ve identified opportunities through your analysis, you should prioritize and map
out which ones you are going to pursue. Writing a marketing plan will specify your target
customers and how you will reach them, and should also include a forecast of the anticipated
results. These questions can help:
How will customers respond to your marketing efforts?
How much will the plan cost?
How will your competition respond?
The data from your market research and situation analysis will help you build these projections
into your plan.
4. Marketing Mix:
At this stage of the strategic marketing process, it’s time to focus on the “how” of planning.
Your marketing mix is based on the 4Ps of marketing, including Product, Price, Promotion, and
Place. By using the market research conducted in step two, you can develop the ideal marketing
mix for your target audience and the type of product or service you sell. Although there are
dozens of marketing channels, you will want to choose the tactics that will reach your prospects
when they’ll be most receptive to your message.
5. Implementation and Control
Now it’s time to put your plan into action. Identify how and when you will launch your plan. At
this stage of the strategic marketing process, you will reach out to customers to inform and
persuade them about your product or service. Your next steps include getting the resources
(cash and staffing) to market your product, organizing the people who will do the work,
creating calendars to keep the work on track, and managing all the details for each goal. It will
help you stay focused and energized if you create monthly benchmarks and projects, weekly
action steps, and daily marketing appointments.
6. Review action plan:
Last step is reviewing your marketing plans. A Marketing Strategy Review or marketing audit is
a thorough review of your marketing plan, objectives, strategies, and current activities being
executed in your business. The objective is to see what's working and what isn't so you can
identify areas for improvement. A successful review will help you pinpoint your marketing
strengths and weaknesses, so you can make solid decisions about where to put your resources
in the future and to make sure you're not throwing marketing money out the window.
CHAPTER NO 8
QUESTION NO 1
Final consumer demographics?
ANSWER
FINAL CONSUMER DEMOGRAPHICS:

Customer demographics are “statistical data relating to the unique identities and identifiers of
individuals.”
This data can include:
• Basic information such as gender, age, marital status and education
• Location, including postal address and zip code
• Purchase intent, such as clothing, electronics and furniture
• Lifestyle information, such as cord cutters
• Buyer type, such as deal seeker or online shopping
QUESTION NO 2
Define final consumer life style and decision making
ANSWER
DEFINITION OF FINAL CONSUMER LIFE STYLE:

lifestyle is considered a psychological variable known to influence the buyer decision process
for consumers. Lifestyle can be broadly defined as the way a person lives. A lifestyle is a means
of forging a sense of self and to create cultural symbols that resonate with personal identity.
EXPLAINATION OF FINAL CONSUMER

DECISION MAKING:
The consumer decision making process is the process by which consumers become aware of
and identify their needs; collect information on how to best solve these needs; evaluate
alternative available options; make a purchasing decision; and evaluate their purchase.
Understanding the consumer decision making process is important to any business, but
eCommerce businesses have a unique opportunity to optimize it. Because online shoppers
generate so much more data than those in brick-and-mortar stores, online retailers can use
that data to implement conversion strategies for every stage of the process.
THE 5 STAGES OF THE CONSUMER

DECISION MAKING PROCESS:
It’s important to note that the consumer decision making process has many different names,
including but not limited to the buyer journey, buying cycle, buyer funnel, and consumer
purchase decision process. But all the names essentially refer to the same thing: The journey a
customer goes through when making a purchase.
So, here’s a breakdown of what happens in each step:
1. Need recognition (awareness): The first and most important stage of the buying
process, because every sale begins when a customer becomes aware that they have a
need for a product or service.
2. Search for information (research): During this stage, customers want to find out their
options.
3. Evaluation of alternatives (consideration): This is the stage when a customer is

comparing options to make the best choice.
4. Purchasing decision (conversion): During this stage, buying behavior turns into action –
it’s time for the consumer to buy!
5. Post-purchase evaluation (re-purchase): After making a purchase, consumers consider

whether it was worth it, whether they will recommend the product/service/brand to
others, whether they would buy again, and what feedback they would give.
CHAPTER NO 11
QUESTION NO 1
Define product and its types?
ANSWER
DEFINITION OF PRODUCT:
A product is the item offered for sale. A product can be a service or an item. It can be physical or
in virtual or cyber form.
TYPES OF PRODUCTS:
There are mainly two types of products
1: According to product nature there are two type of products
• Goods
• services
2: According to usage there are two type of products.
• Consumer product
• Business product
GOODS:
Goods are tangible items sold to customers.
SERVICES:
Services are tasks performed for the benefit of the recipients.
CONSUMER PRODUTS:
Consumer products, also referred to as final goods, are products that are bought by individuals
or households for personal use. Consumers buy products to consume them. In other words,
they buy them to use them. Consumer products are subject to direct demand. We as
consumers want a product and that drives how many products we buy.
TYPES OF CONSUMER PRODUCTS

1. Convenience products:
Convenience products are bought the most frequently by consumers. They are bought
immediately and without great comparison between other options. Convenience products are
typically low-priced, not-differentiated among other products, and placed in locations where
consumers can easily purchase them. The products are widely distributed, require mass
promotion, and are placed in convenient locations.
Example:
Sugar, laundry detergent, pencils, pens, and paper are all examples of convenience products.
2. Shopping products:
Shopping products are bought less frequently by consumers. Consumers usually compare
attributes of shopping products such as quality, price, and style between other products.
Therefore, shopping products are more carefully compared against, and consumers spend
considerably more time, as opposed to convenience products, comparing alternatives.
Shopping products require personal selling and advertising and are located in fewer outlets
(compared to convenience products) and selectively distributed.
Example:
Airline tickets, furniture, electronics, clothing, and phones are all examples of shopping
products
3. Specialty products:
Shopping products are bought less frequently by consumers. Consumers usually compare
attributes of shopping products such as quality, price, and style between other products.
Therefore, shopping products are more carefully compared against, and consumers spend
considerably more time, as opposed to convenience products, comparing alternatives.
Shopping products require personal selling and advertising and are located in fewer outlets
(compared to convenience products) and selectively distributed.
Example:
Airline tickets, furniture, electronics, clothing, and phones are all examples of shopping
products
4. Unsought products:
Unsought products are products that consumers do not normally buy or would not consider
buying under normal circumstances. Consumers of unsought products typically do not think
about these products until they need them. The price of unsought products varies. As unsought
products are not conventionally thought of by consumers, they require aggressive advertising
and personal selling.
Example:
Diamond rings, pre-planned funeral services, and life insurance are all examples of unsought
products.
TYPES OF BUSINESS PRODUCT

1. Installations
The first type that we see here is installations. These are major equipment oftentimes used in
factories or some other aspect of our production facility or process. These are things that we're
not going to see people buying very often. Typically, they are very expensive large durable item.
2. Accessories
Another key type of business product out there are accessories. These are smaller equipment.
They might be power tools or just any kind of smaller equipment than an installation. They are
typically going to be a little less durable - also a little less expensive. So, we may buy them a
little more often, but they're still going to be fairly durable and fairly infrequent purchases.
3. Raw Material
Next we have raw materials which producer will continuously buy. These are the unprocessed
items that we use in creating our product.
4. Components
Components are sort of semi-processed items that we use in our in our products. For
example, we may not make the majority of the components that go into a product. We are
going to buy those from somebody else. So, a component is an item that's been processed
or produced by somebody else, as opposed to a raw material which has not been
processed.
5. Supplies
Supplies can be used in the production process. They can be things like paper products for our
break room or our bathrooms. It could be cleaning supplies to keep up our office space or our
shop or factory. Office supplies are an example. These are things that we're going to need to
keep on hand to run our business but probably not going to incorporate into our product itself.
6. Business Services
Lastly, we have business services. Lots of businesses out there outsource some aspect of their
operation. It could be anywhere from taking care of the lawn in front of the office or outside of
the factory to keeping our books or even producing our product.
QUESTION NO 2
Define branding and branding philosophy
ANSWER
BRANDING:
Branding is the process of creating a strong, positive perception of a company, its products or
services in the customer’s mind by combining such elements as logo, design, mission
statement, and a consistent theme throughout all marketing communications. Effective
branding helps companies differentiate themselves from their competitors and build a loyal
customer base.
BRANDING PHILOSPHY:
Brand Philosophy can be defined as the set of values, code of ethics, and principles that define
the overall ambience and culture of the organization and formulating the business practices of
the firm.
It is the distinguishing factor between the two or more companies in the same marketplace and
one with the ethical and lucrative Brand Philosophy commands a premium position in the
market and in the psychology of the customers.
FEATURES OF BRANDING PHLOSPHY:

• It is the set of ideologies and principles that govern the mission statement, vision for the
future endeavors, code of ethics, values, and the modus operandi of the way of
conducting the work within the company and way of dealing with the customers,
stakeholders, and the external parties.
• Brand Philosophy should be the by-product of the mission statement of the company
with its essence present in the overall value structure and core ideas.
• It represents the brand in the market getting the competitive edge as compared to the
other players by its distinctive acts of dealing with employees, customers, and
stakeholders.
• It is the guiding principle guarding the value framework of the company behind which
the business can proudly stand and carve a niche for itself.
• The anatomy of the same should be as simple as storytelling and be captivating at the
same time defining the core fundamentals and beliefs of the organization.
• It is the operational blueprint of the company making the road ahead to achieve the
organization goals and objectives successfully.
QUESTION NO 3
Basic concept in product planning, branding and packaging
ANSWER
PRODUCT PLANNING:
Definition:
“Product planning is the process of developing successful products to offer your customers. It
includes all aspects of the product development cycle, including market research, strategic
planning, product design and development, manufacturing and pricing .”
BRANDING:
Definition:
“Branding is the process of creating a strong, positive perception of a company, its products
or services in the customer’s mind by combining such elements as logo, design, mission
statement, and a consistent theme throughout all marketing communications. Effective
branding helps companies differentiate themselves from their competitors and build a loyal
customer base.”
PACKIGING:
Definition:
“Packaging is the process of providing a protective and informative covering to the product in
such a way that it protects the product during material handling, storage, and movement and
also provides useful information to all the concerned parties about the content of the
package.”
CHAPTER NO 15
QUESTION NO 1
Define wholesaling and its types
ANSWER
WHOLESALING:
Definition:
Wholesaling is the act of buying goods in bulk from a manufacturer at a discounted price and
selling to a retailer for a higher price, for them to repackage and in turn resell in smaller
quantities at an even higher price to consumers. Due to the large quantities purchased from the
manufacturer at a discounted price, the wholesaler can also pass on this discount to retailers.
TYPES OF WHOLESALING:
The three types of wholesalers are 1) merchant wholesalers; 2) agents, brokers, and
commission merchants; and 3) manufacturers' sales branches and offices.
MERCHANT WHOLESALERS:
Merchant wholesalers are firms engaged primarily in buying, taking title to, storing, and
physically handling products in relatively large quantities and reselling the products in smaller
quantities to retailers; industrial, commercial, or institutional concerns; and other wholesalers.
These types of wholesaling agents are known by several different names, including wholesaler,
jobber, distributor, industrial distributor, supply house, assembler, importer, and exporter,
depending on their services
AGENTS, BROKERS, AND COMMISSIONMERCHANTS
Agents, brokers, and commission merchants are also independent middlemen who do not (for
the most part) take title to the goods in which they deal, but instead are actively involved in
negotiating and other functions of buying and selling while acting on behalf of their clients
(commission merchants typically are limited to agricultural goods). They are usually
compensated in the form of commissions on sales or purchases. Agents, brokers, and
commission merchants usually represent the non-competing products of a number of
manufacturers to several retailers. This category of wholesaler is particularly popular with
producers with limited capital who cannot afford to maintain their own sales forces.
MANUFACTURERS' SALES BRANCHES AND OF OFICES

MANUFACTURERS'
Sales branches and offices are owned and operated by manufacturers but are physically
separated from manufacturing plants. They are used primarily for the purpose of distributing
the manufacturers' own products at the wholesale level. Some have warehousing facilities
where inventories are maintained, while others are merely sales offices. Some of them also
wholesale allied and supplementary products purchased from other manufacturers.
QUESTION NO 2
Define wholesaler’s relationship with supplies and customers
ANSWER
WHOLESALLER RELATIONSHIP WITH

SUPPLIERS:
The services provided by the wholesaler to manufacturers or producers are explained as
follows:
1. Economies of Large Scale:
A wholesaler buys the goods in large quantities which enable the producers to manufacture
goods on a large scale. Economies of Large scale bring down the average cost of production. In
other words, production on a big scale helps in reducing the cost of production per unit.
2. Facilitate Distribution of Goods:
Presence of wholesalers in the distribution channel relieves the producers from the hassle of
finding out the customers for their products. A wholesaler facilitates the producers to reach out
to their target market by buying goods in bulk from the producer for distribution and making
them accessible to the consumers via the retailers located in different areas.
3. Warehousing and Marketing:
There is a time lag between production and consumption. The wholesalers purchase the goods
from the producers instantly after production and store the goods in their private warehousing
facility. Thus, the producers are absolved from the burden of storing their produce. The
wholesalers do the grading and packing of goods for further selling to retailers.
4. Financial Assistance:
A wholesaler places bulk orders for the producer’s goods. He either pays for the goods in
advance or makes the settlement within a short period of time after making the purchase. Once
the goods are produced, the wholesaler promptly buys them from the producer. In this way,
the manufacturer does not have to block his working capital in maintaining a huge stock, and
thus, can carry out production activities on a regular basis.
5. Risk Bearer:
As the wholesaler places advance orders for the goods, the producer gets a ready market for
their produce. The wholesaler relieves the producer from the risk of loss due to the variations
in demand and storage of goods; also cutting down risk by matching seasonal demand and
supply.
6. Forecasting of Demand:
The wholesalers provide helpful information to the manufacturers regarding the needs and
wants of the consumers. They collect the information from the retailers about the nature and
scope of demand and share it with the producers. Thus, the wholesaler assists the producers to
manufacture the goods which are in tune with the fashion, taste and needs of the market.
WHOLESALER SERVICES TO CUSTOMER

The services rendered by the wholesalers to the consumers are as follows:
1. Ready Supply:
The wholesalers enable the consumer to buy the desired quantity and quality of goods at the
convenient time and place because they supply goods regularly to the retailers. Hence, the
consumer does not have to wait for the stock to arrive at the retailer’s shop.
2. Fair-Priced Goods:
Since the Wholesaler buys the goods from manufacturers in bulk and allows him to reap the
benefit of economies of large-scale production thereby bringing down the cost per unit, which
ultimately benefits the customers.
3. Stabilization of Price:
The wholesaler is in a better position to stabilize prices of the products by adjusting demand
and supply. The consumers are benefited to a great extent due to the stabilization of prices.
4. Matching Consumer Demand:
The wholesalers supply the goods as per the requirement and demands of the consumers.
Thus, consumers get to choose from a diverse range in accordance to their demand.
5. Advertising the Goods:
Wholesalers advertise their goods extensively to enlighten the consumer about its uses, types
and qualities and availability. The consumers get knowledge about the goods and are in a better
position to make their buying decisions.
CHAPTER NO 16
QUESTION NO 1
Define importance of Retailing
ANSWER
IMPORTANCE OF RETAILING:
1) Sales to Ultimate consumers of the products
In a retail transaction, the goods and services are sold to ultimate or final consumers. The
products don’t get resold after this transaction. Goods and services sold at this point can be
used for various purposes such as for domestic use, household use or for industrial use.
Hence, at this point manufacturer can interact with his consumers through retailer and know
about their views.
2) A convenient form of selling quantity-wise
The meaning of word retail is to break down the goods in small pieces and reselling them. the
goods are bought by the retailer in large quantities from the middleman or manufacturer and
bulk is divided into small quantities and sold to consumers as per their requirements.
To do this, the retailer can repack goods in various quantities and shapes so that it is convenient
for consumers to choose and carry them to their homes.
3) Convenient Place and Location
Retailer stores are generally set up at locations which are convenient for consumers to reach. A
retail store can be of various forms such as it could be a small shop, small store, or a multiplex.
Goods can be sold through internet and mobile apps as per the convenience of consumers.
Moreover, shopping online is becoming a new trend because of the advancement

in technology and courier services. Therefore, more and more companies are taking their
business online where customers can view products at the comfort of their home and buy
them.
4) The lifestyle of the people are shaped by retailing
Retailing is an integral part of modern society. People highly depend on retail stores to lead a
comfortable life. in the past time, goods and service were made available through the process
of trading.
But in present times trading is replaced by buying and selling goods which makes retail stores
an important part of the society.
5) Retail businesses contribute to the economy
In many countries, the retail business is one of the biggest contributors to the Gross
Domestic Product (GDP) and its contribution has increased as compared to past and is also
increasing by leap and bounds. Retailing is a driving force of the economy and its ambition is to
encourage sustained growth.
QUESTION NO 2
Describe four basic functions performed by Retailers
ANSWER
BASIC FUNCTIONS PERFORMED BY

RETAILERS:
Following are the functions of retailers:
• A retailer performs the dual functions of buying and assembling of goods. The
responsibility of a retailer is to identify the most economical source for obtaining the
goods from the suppliers and passing on the advantages to the consumer.
• The retailers perform the functions of warehousing and storing. They store the goods in
bulk and make them available as per the requirement of the consumer. Warehousing
and store keeping helps in ensuring uninterrupted availability of the goods to the
consumers.
• The primary function of a retailer is selling the products to the customers for which
various techniques or business practices are being adopted by the retailer to achieve the
strategic goals.
• The prime focus of a retailer is on maximizing customer satisfaction by delivering quality

products and services both on cash as well as credit basis. As a result of which, retailer
always runs the risk of accumulating bad debts on account of non-payment of the
amount from the consumer.
CHAPTER NO 18
QUESTION NO 1
The scope and importance of advertising
ANSWER
SCOPE OF ADVERTISING:
Advertising is often regarded as the most important means of marketing a company’s services
and tools. The scope of advertising is to communicate a message to current customers or
potentially target new customers. It helps a company get a message or a piece of information
across to their customer base regarding a new product or special deal.
Scope of advertising by budget

There is always a budget allocated for advertising and promotion within the marketing budget.
The budget allocated should be in coordination with the type of advertisement the organization
wants. The resources and other requirements are to be kept in mind for the budget allocation.
Scope of advertising by deliverables

Once the budget is decided, the marketing plan can be projected further. A detailed scope of
work that deliverables require can be outlined. Agencies can now develop a proposed resource
plan.
Scope of advertising by allocating deliverables

For creative work, allocating the type of deliverables (TV, online, mobile, press, magazine, etc)
based on the previous campaign requirements can be more insightful after the previous plan.
Scope of advertising by strategy

Once the deliverables are allocated, advertising agencies can define the strategic requirements
by brand or category and develop a scope of work based on past requirements and
remuneration for similar strategic deliverables.
IMPORTANCE OF ADVERTISING
To The Customers
• Convenience: Targeted informative advertisements make the customer’s decision-

making process easier as they get to know what suits their requirements and budget.
• Awareness: Advertising educates the customers about different products available in the
market and their features. This knowledge helps customers compare different products
and choose the best product for them.
• Better Quality: Only brands advertise themselves and their products. There are no
advertisements for unbranded products. This ensures better customer quality and a
good business model as no brand wants to waste money on false advertising.
To The Business
• Awareness: Advertising increases brand and product awareness among the people
belonging to the target market.
• Brand Image: Clever advertising helps the business to form the desired brand image and
brand personality in the minds of the customers.
• Product Differentiation: Advertising helps the business differentiate its product from
competitors’ and communicate its features and advantages to the target audience.
• Increases Goodwill: Advertising reiterates brand vision and increases the brand’s
goodwill among its customers.
• Value For Money: Advertising delivers the message to a wide audience and tends to be
value for money when compared to other elements of the promotion mix.
QUESTION NO 2
Explain developing an advertising plan
ANSWER
DEVELOPMENT OF ADVERTISING PLAN:

There are five essential steps to creating an advertising plan:
Step #1: Define Your Goal
First, you have to start with your goal. To pinpoint what your goal is, you have to ask yourself
one important question — What should the advertising plan accomplish? Your goal may be to
encourage your customers to follow your business’ social media, or for example, to attract new
customers. Whatever your goal is, it has to be specific and well defined to be achieved.
Step #2: Establish a Budget
Your advertising plan has to fit a certain budget. While developing it, think about the operating
costs as well as the company’s finances you are willing to invest in achieving the specific goal
you have already set. Once you establish your budget, try sticking to it as much as you possibly
can.
Step #3: Research and Define Your Audience
Before you can define your audience, you have to do your research. The success of one
advertising plan lies in its ability to target the right audience, so reasonably the better you
define the audience you are targeting, the more successful your marketing efforts will be.
To research and later define your audience you have to think about the people who are most
likely to purchase your product/service, as well as their demographics. Try being as detailed as
possible when defining who your customers are.
Step #4: Determine the Advertising Outlets
To be successful at what you do, you have to know how you are going to do it. In this sense, to
have an efficient marketing plan, you are obligated to determine the marketing outlets. To do
so, you have to pay attention to the people you are targeting and where you can find them.
For example, if your audience is composed of retired seniors, it will be a waste of money and
time to target them on social media platforms such as Facebook or Instagram. For such a
category of people, newspaper and television ads still work best.
Every business has its own suitable form of advertising. It can be social media marketing, email
advertisement, or traditional marketing. Whatever it is, find the right outlet for your company,
considering the target audience, and take advantage of it.
Step #5: Track, Measure and Analyze the Results
Once you launch the marketing campaign based on your advertising plan, it is time to track,
measure and later analyze the results. This is the final step in every marketing plan. The
tracking and measuring of the results are important because they both give such amazing
insight into what worked and what did not. For your next marketing plan, you will know exactly
what you should implement and what is worth leaving behind. Although you will repeat the
process, when creating new advertising plans in the future, always keep the results of the
previous one in mind.
CHAPTER NO 19
QUESTION NO 1
What is personnal and sales promotion?
ANSWER
PERSONNAL:
Definition:
”Personal s is also known as face-to-face selling in which one person who is the salesman
tries to convince the customer in buying a product. It is a promotional method by which the
salesperson uses his or her skills and abilities in an attempt to make a sale.”
SALES PROMOTION:
Definition:
“A sales promotion is a marketing strategy in which a business uses a temporary campaign or

offer to increase interest or demand in its product or service.”
QUESTION NO 2
Write down scope and importance of personnal and sales promotion.
ANSWER
IMPROTANCE OF SALES PROMOTION:

There are many benefits to running a sales promotion in the short term:
1. Creating new leads: Sales promotions increase customer acquisition by offering

them discounts, free products, free trials, and more. Many potential buyers are
willing to try something for a lesser price, and if they like the product they
become part of your company’s loyal base.
2. Introducing a new product: Even extremely successful companies need a little
help launching a new product. New customers may need incentives to buy, and
long-term customers may be committed to their usual products. Providing a
discount or promotion on a new product is a great way to create product
awareness without doing a sales presentation.
3. Selling out overstock: No one wants to be in this position, but overstocking
happens. When it does, a sales promotion can be a useful tool to get rid of
inventory while attracting new customers who may not have the overstocked
product yet. It’s worth noting that there is a line in terms of selling overstock and
it’s easy to step over into unethical selling.
4. Rewarding current customers: Sales success doesn’t stop at the first
purchase. Nurturing customers over time is essential to keeping brand credibility
and loyalty high. Sales promotions are an easy way to provide loyal customers
with a discount, voucher, or free product that will continue to keep them engaged
with your brand.
5. Increasing last-minute revenue: Many companies use sales promotions
towards the end of a month or quarter to meet revenue or inventory goals. While
not a bad strategy, it’s best to use this one sparingly so that customers don’t get
into the habit of waiting for an expected sale.
IMPROTANCE OF PERSONNAL:
Following points explain the importance or benefits of personal selling:
1. Two-Way Communication:
It is the best tool for two-way communication. Salesman can provide necessary information to
customer about company’s offer, and also can collect information from customer. Customer
can actively involve with salesman to solve his doubts and objections. It is not possible in any
other methods of market promotion.
2. Personal Attention:
Advertising and publicity are among mass communication tools. They do not cater individual
needs. Personal selling focuses on personal problems of customers. It is comparatively more
effective and result-oriented.
3. Detail Demonstration:
Except television advertisements, demonstration is not possible. However, television

demonstration is much limited. Salesman can provide a detail demonstration and can supervise
when customer is making the actual use of products. For technical products, it has more
relevance.
4. Complementary to other Promotional Tools:
Personal selling can support advertising, sales promotion, and publicity. It removes the
drawbacks of advertising and sales promotion. Advertising increases awareness while personal
selling reinforces the advertising message. Similarly, it can make sales promotion tools more
effective by personal guidance or conviction.
5. Immediate Feedback:
This is the only market promotion technique that provides an immediate feedback. At the end
of every call/visit, a salesman can easily judge whether the customer is interested or indented
to buy.

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MARKETING ASSINGMENT

NAME: SHAYAN FATHER NAME: JUNAID CLASS: BS COMMERCE 4 ROLL NO:

TEACHER NAME: SIR FAHIM

(a) Anticipation of demand (b) Management of demand (c) Satisfaction of demand

Demand forecasting allows businesses to optimize inventory by predicting future sales. By

Purpose of demand management:

Equation for satisfaction of demand

Customer satisfaction = Perceived performance/Desired performanc

CONSUMER ORIENTED CONCEPT:

Example of consumer oriented marketing:

MARKET DRIVEN CONCEPT:

According to David W. Cravens & Nigel F. Piercy: “Marketing-driven strategy provides a

CHARACTERISTICS OF MARKET DRIVEN STRATEGY:

1. Becoming market oriented.

2. Determining distinctive capabilities.

3. Finding a match between customer value and organizational capabilities.

4. Obtaining superior performance by providing superior customer value.

Although it is a highly promising strategy, yet it is argued that a long-term commitment is

Example of market driven strategy:

VALUE DRIVEN STRATEGY:

Without an integrated marketing strategy, you risk delivering mixed messages or

GOAL ORIENTED CONCEPT:

a) Launching campaign for brand awareness

What are the basic functions performed by marketing?

FUNCTIONS PERFORMED BY MARKETING:

BROADENING THE SCOPE OF MARKETING:

• What features should we prioritize for the product’s development?

• How will we determine the price points for our product?

• Which vendors will we work with for manufacturing?

• Should we create limited-time promotions to boost early purchases?

Explain the environment in which marketing operates.

ENVIRONMENT IN WHICH MARKETING

Place or Distribution: A company or a marketer is able to control distribution activities in his or

Technology: Changes in technology affect marketing activities either positively or negatively.

Distinguish among domestic, domestic, international, and global marketing?

Define each of the following

• Local content law

Distinguish between E marketing and E commerce?

DIFFERENCE BETWEEN EMARKETING AND ECOMMERCE

Discuss the six basic steps in developing an internet marketing strategy

DEFINITION OF INTERNET MARKETING:

Internet marketing relies on digital channels to distribute promotional messages.

STEPS IN DEVELOPING AN INTERNET MARKETING STRATEGY:

• Why is your company in business?

• What is the purpose of your business?

• What is the strategic influence for your business?

• What is the desired public perception for your business?

• How does your mission statement clarify your strategy?

• How does your mission statement unify your team?

There are several ways to analysis situation

1.SWOT (Strength, Weakness, Opportunity and Threats)

2. 5C analysis (Company, Customers, Competitors, Collaborators, Climate)

3. PEST analysis (Political, Economic, Social, Technological)

How will customers respond to your marketing efforts?

How much will the plan cost?

How will your competition respond?

5. Implementation and Control

6. Review action plan:

Final consumer demographics?

FINAL CONSUMER DEMOGRAPHICS:

This data can include:

• Basic information such as gender, age, marital status and education

• Location, including postal address and zip code

• Purchase intent, such as clothing, electronics and furniture