Marketing Management 2020

MARKETING
MANAGEMENT
Prasanth Venpakal
Chapter Wise Weightage
Marketing Management
Chapters Topics 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 Total
Marketing Management 5 3 3,5 1,1 1 4 3 26
Marketing Functions 3,6 6 3 6 24
Marketing Mix 6 6 6 6 24
Marketing Product Mix 5 5 5 3 3 6 27
Management
Price Mix 6 5 11
Physical Distribution 3 6 6 3 3 6 27
Promotion 6 6 6 6 `1 1 26
Marketing
Marketing refers to activities a company

undertakes to promote the buying or
selling of a product or service. Marketing
includes advertising, selling, and
delivering products to consumers or other
businesses.
Important Features of Marketing
1. Needs and wants: Satisfaction of the needs
and wants of individuals and organizations.
2. Creating a market offering: Complete offer
for a product of service.
3. Customer value: greatest benefit or value for
the money.
4.Exchange mechanism: Exchange of
products/services for money/for something of
value to them.
Marketing Management
Marketing management means

management of the marketing functions.
It is the process of organizing, directing
and controlling the activities related to
marketing of goods and services to
satisfy customers’ needs & achieve
organizational goals.
Process of Marketing
i. Choosing a target market
ii. Getting, keeping as well as growing
the customer
iii. Create, develop and communicate
superior values to the customers.
FUNCTIONS OF
MARKETING
FUNCTIONS OF MARKETING
GATHERING AND ANALYZING MARKET
INFORMATION
• Systematic investigation of facts
• SWOT analysis
• Necessary to identify needs
• Identifying customer needs and wants, identifying
buying motives, choice of a brand name, packaging and
media used for promotion.
• Data is available both from primary as well as
secondary sources.
Marketing Planning:
Another important activity or area of

work of a marketer is to develop
appropriate marketing plans so that the
marketing objectives of the organisation
can be achieved. It also must specify the
action programs .
PRODUCT DESIGNING AND DEVELOPMENT
• Involves decisions regarding the product to be

manufactured and it‘s attributes such as its quality
considerations, packaging, models and variations to
be introduced etc..
• Done by anticipating customer needs and

developing new products or improving existing
products to satisfy these needs.

STANDARDIZATION AND GRADING
• Standardization = Process of setting certain

standards for a product on the basis of its desired
qualities. E.g. ISI mark for electrical goods.
• Grading = Division of products into classes

made up of units possessing similar features such
as for agricultural products
PACKAGING AND LABELING

• Packaging‘ refers to designing a package (that is a
wrapper or a container) for a product. Packaging
protects the products from damage , risks of spoilage,
breakage and leakage. It also makes buying convenient
for customers and serves as a promotional tool.
• Labeling = designing a label to be put on the package.
It may vary from a simple tag to complex graphics
BRANDING
Whether to sell the product in its generic name or in a Brand name. Helps in
differentiation, builds customer loyalty and promote its sale. The important decision
areas in respect of branding include deciding the branding strategy, say whether each
product will be given a separate brand name or the same brand name will be
extended to all products of the company
CUSTOMER SUPPORT SERVICES
A very important function of the marketing

management relates to developing customer support
services such as after sales services, handling
customer complaints and adjustments, procuring
credit services, maintenance services, technical
services and consumer information.
PRICING OF PRODUCT
Price of product refers to the amount of money customers have to pay to obtain a
product. Price is an important factor affecting the success or failure of a product in
the market. The demand for a product or service is related to its price. Generally
lower the price, higher would be the demand for the product and vice-versa.
PROMOTION
Promotion of products and services
involves informing the customers about the
firm’s product, its features, etc. and
persuading them to purchase these products.
The four important methods of promotion
include advertising, Personal Selling, Publicity
and Sales Promotion.
PHYSICAL DISTRIBUTION:
The two major decision areas under this
function include (a) decision regarding
channels of distribution or the marketing
intermediaries to be used and (b) physical
movement of the product from where it is
produced to a place where it is required by
the customers for their consumption or use.
TRANSPORTATION
Transportation involves physical
movement of goods from one place to the
other. As generally the users of products,
particularly consumer products are wide
spread and geographically separated from the
place these are produced, it is necessary to
move them to the place where it is needed for
consumption
STORAGE OR WAREHOUSING: Usually

there is a time gap between the production
or procurement of goods and their sale or
use. It may be because of irregular demand
for the products
MARKETING MANAGEMENT
PHILOSOPHIES
MARKETING MANAGEMENT PHILOSOPHIES
THE PRODUCTION CONCEPT

During the earlier days of industrial
revolution, the demand for industrial goods
started picking up but the number of
producers were limited. As a result, the
demand exceeded the supply. Selling was no
problem. Anybody who could produce the
goods was able to sell. The focus of business
activities was, therefore, on production of
goods.
THE PRODUCT CONCEPT

As a result of emphasis on production capacity
during the earlier days, the position of supply
increased over period of time. Mere availability
and low price of the product could not ensure.
increased sale and as such the survival and
growth of the firm. Thus, with the increase in the
supply of the products, customers started looking
for products which were superior in quality,
performance and features.
THE SELLING CONCEPT

The increase in the scale of business further
improved the position with respect to supply of
goods, resulting in increased competition among
sellers. The product quality and availability did
not ensure the survival and growth of firms
because of the large number of sellers selling
quality products. This led to greater importance
to attracting and persuading customers to buy
the product.
THE MARKETING CONCEPT

Marketing orientation implies that focus
on satisfaction of customer’s needs is the
key to the success of any organisation in
the market. It assumes that in the long
run an organization can achieve its
objective of maximisation of profit by
identifying the needs of its present and
prospective buyers and satisfying them in
an effective way.
THE SOCIETAL MARKETING CONCEPT

This concept holds that the task of any
organization is to identify the needs and
wants of the target market and deliver the
desired satisfaction in an effective and
efficient manner so that the long-term well-
being of the consumers and the society is
taken care of. Thus, the societal marketing
concept is the extension of the marketing
concept as supplemented by the concern for
the long-term welfare of the society.
MARKETING MIX
MARKETING MIX
Marketing mix is the process of designing and
integrating various elements of marketing in
such a way to ensure the achievement of
enterprise objectives. The elements of marketing
mix have been classified under four heads—
product, price, place and promotion. That is why
marketing mix is said to be a combination of four
P’s.
MARKETING MIX
ELEMENTS OF MARKETING MIX
The four main elements of marketing mix
as classified are:
A. Product
B. Price
C. Place/Physical Distribution
D. Promotion
These elements are more popularly known
4 P’s of the marketing.
PRODUCT
• Goods manufactured by organizations for the end-
users are called products.
• Products can be of two types - Tangible Product and
Intangible Product (Services)
• An individual can see, touch and feel tangible
products as compared to intangible products.
• A product in a market place is something which a
seller sells to the buyers in exchange of money.
PRICE
The money which a buyer pays for a product is
called as price of the product. The price of a
product is indirectly proportional to its availability
in the market. Lesser its availability, more would
be its price and vice a versa.
PLACE
Place refers to the location where the products are
available and can be sold or purchased. Buyers can
purchase products either from physical markets or
from virtual markets. In a physical market, buyers
and sellers can physically meet and interact with
each other whereas in a virtual market buyers and
sellers meet through internet.
PROMOTION
Promotion refers to the various strategies

and ideas implemented by the marketers to
make the end - users aware of their brand.
Promotion includes various techniques
employed to promote and make a brand
popular amongst the masses.
PRODUCT
PRODUCT
Product may be defined as anything that can
be offered to a market to satisfy a want or
need. It is offered for attention, acquisition,
use or consumption. Products may broadly
be classified into two categories —
(i) Consumers’ Products, And
(ii) Industrial Products.

Classification of PRODUCT
Classification of PRODUCT
CONSUMER PRODUCTS
Products, which are purchased by the ultimate

consumers or users for satisfying their personal
needs and desires are referred to as consumer
products. The consumer products have been
classified on the basis of two important factors:
(A) The Extent Of Shopping Efforts Involved,
(B) Durability Of The Product.

Shopping Efforts Involved
1. CONVENIENCE PRODUCTS:
Those consumer products, which are

purchased frequently, immediately and with
least time and efforts are referred to as
convenience goods.
Examples of such products are cigarettes, ice

creams, medicines, newspaper, stationery items
toothpaste. etc.
2. SHOPPING PRODUCTS:
Shopping products are those consumer goods, in the purchase of which buyers devote
considerable time, to compare the quality, price, style, suitability, etc., at several stores, before
making final purchase. Some of the examples of shopping products are clothes, shoes, jewellery,
furniture, radio, television, etc.
3. SPECIALITY PRODUCTS:
These products are such, which have reached a brand

loyalty of the highest order, with a significant number of
buyers. The buyers are willing to spend a lot of time and
efforts on the purchase of such products. For example, if
there is a rare collection of artwork or of antiques, some
people may be willing to spend a lot of shopping effort
and travel long distance to buy such Products
B. DURABILITY OF PRODUCTS
On the basis of their durability, the consumer

products have been classified into three
categories—
• Durable
• Non-durable
• Services.
DURABILITY OF PRODUCTS
1. NON-DURABLE PRODUCTS:
The consumer products which are normally

consumed in one or few uses are called non-
durable products.
For example, we purchase products like

toothpaste, detergents, bathing soap and
stationary products etc.
2. DURABLE PRODUCTS:
Those tangible consumer products which normally

survive many uses, for example, refrigerator, radio,
bicycle, sewing machine and kitchen gadgets are
referred to as durable products. These goods are
generally used for a longer period, command a higher
per unit margin, require greater personal-selling
efforts, guarantees and after sales services, on the
part of the seller.
3. SERVICES
Services are intangible in form. By

services we mean those activities, benefits
or satisfactions, which are offered for sale,
e.g., dry cleaning, watch repairs, hair
cutting, postal services, services offered by
a doctor, an architect and a lawyer.
INDUSTRIAL PRODUCTS
Industrial products are those products,
which are used as inputs in producing other
products. The examples of such products are
raw materials, engines, lubricants, machines,
tools, etc. In other words, industrial products
are meant for non-personal and business use
for producing other products.
INDUSTRIAL PRODUCTS
BRANDING
BRANDING
The process used to create a distinct identity of a
product. It is the process of using a name, term,
symbol or design individually or in some
combination to identify a product.
Brand : Name, term, sign, design or some

combination of the above used to identify the
products of the seller and to differentiate them
from those of competitors.
Qualities of a Good Brand Name
1. Short, easy to pronounce, spell and remember(Rin, Vim,
Ponds)
2. Suggest product benefits and quality (Genteel, Boost)
3. Distinctive (Zodiac, Safari)
4. adaptable to packing or labeling requirements, to different

advertising media and to different languages.
5. Versatile to accommodate new products(Maggi)
6. Capable of being registered and protected legally
7. Have staying power(should not get outdated easily.

Advantages of Branding
ADVANTAGES TO THE MARKETERS:
1. Enables product differentiation:.
Distinguishes the firms products from that of its competitors,

thus secures and controls its
markets.
2. Helps in advertising and display programmes:
Without a brand, the advertiser can only create an awareness

about the generic product
and not be sure of the sale of his brand.

ADVANTAGES TO THE MARKETERS:
3. Differential pricing:
As when customers like and become used to a brand,

they would agree to pay a little more for it than the
competing product
4. Ease in introduction of a new product
minimizes selling costs – enjoys the reflected glory of

the brand.
ADVANTAGES TO CUSTOMERS:
1. Helps in product identification:
• If customer is satisfied with a brand, he will not make a close
inspection every time.
2. Ensures quality:
• deviation in quality, customers can have a recourse to the
manufacturer/marketer. ↑confidence and level of satisfaction of
customers
3. Status symbol:
• Because of their quality, customers feel proud of suing them
and so ↑ level of satisfaction of customers
Trade Mark
A brand or part of a brand that is given legal

protection is called trademark. The protection
is given against its use by other firms. Thus
the firm, which got its brand registered, gets
the exclusive right for its use. In that case, no
other firm can use such name or mark in the
country
PACKAGING
PACKAGING
Packaging refers to the act of designing

and producing the container or wrapper of
a product. Packaging plays a very
important role in the marketing success or
failure of many products, particularly the
consumer non-durable products.
Levels of Packaging
1. PRIMARY PACKAGE: refers to the product’s
immediate container e.g. toffee in a wrapper, a match box.
2. SECONDARY PACKAGE: refers to additional layers of
protection that are kept till the product is ready for use e.g.
a Colgate toothpaste usually comes in a card board box.
3. TRANSPORTATION PACKAGE: refers to further
packaging components necessary for storage, identification
and transportation e.g. package of toffees are put into
corrugated boxes for storing at a manufacturer’s
warehouse and for transportation.
Functions of Packaging
1. Product Identification: Packaging helps in identification
of the product.
2. Product Protection: The main function of the packing is
to provide protection to the product from dirt, insects and
breakage.
3. Convenience: It provides convenience in carriage,
stocking and in consumption.
4. Product Promotion: Packaging simplifies the work of
sales promotion.
Advantages of Packaging
• Rising Standards Of Health And Sanitation - As chances
of adulteration in such goods are minimized
• Self-Service Outlets – so some of the traditional role
assigned to personal selling with regard to promotion has
gone to packaging.
• Innovational Opportunities – innovation on packaging
used to market products e.g. tetra packs for milk.
• Product differentiation – colour, size, material etc of
packaging makes a difference in perception of customers
about the quality of the product.
Labelling
Labelling means putting identification
marks on the package. Label is a carrier
of information & provides information
like - name of the product, name of the
manufacturer, contents of the product,
expiry and manufacturing date, general
information for use, weight etc.
PRICE MIX
PRICE MIX
Sum of values that consumers exchange
for the benefit of having or using the
product, Price may therefore be defined as
the amount of money paid by a buyer (or
received by a seller) in consideration of the
purchase of a product or a service. Normally
expressed in monetary terms.
Factors Determining Price
Determination
1. PRICING OBJECTIVES
(A) To Maximise Profits In The Short Term-tend

To Charge Maximum Price.
(B) Obtain Large Share Of The Market I.E., By

Maximising Sales It Will Charge Lower Price.
(C) Firm Is Operating In The Competitive Market

It May Charge Low price for it.
Determination
2. PRODUCT COST:
• Price should include all costs and also include a

fair return for undertaking the marketing effort
and risk.
• Includes costs of producing, distributing and

selling the product.
Determination
3. UTILITY AND DEMAND
• Utility provided by the product and the demand of a

product set the upper limit of price that a buyer would be
willing to pay for a product.
• Buyers pay to the point where the utility of the demand is

more than or equal to the utility derived from it.
• Law of demand = consumers purchase more at a lesser

price.
Determination
4. COMPETITION IN MARKET
Competitors’ prices and their anticipated reactions

must be considered before fixing the price of a
product. Not only the price but the quality and the
features of the competitive products must be
examined carefully, before fixing the price.
Determination
5. GOVERNMENT POLICIES:
In order to protect the interest of public against

unfair practices in the field of price fixing,
Government can intervene and regulate the price of
commodities. Government can declare a product as
essential product and regulate its price.
Determination
6. MARKETING METHODS USED
Price fixation process is also affected by other

elements of marketing such as distribution system,
quality of salesmen employed, quality and amount of
advertising, sales promotion efforts, the type of
packaging, product differentiation, credit facility
and customer services provided.
PLACE MIX
[ Physical Distribution ]
PLACE MIX
[ Physical Distribution ]
It is concerned with making the goods and services
available at the right place, so that people can
purchase the same. There are two important
decisions relating to this aspect—one regarding
physical movement of goods from producers to
consumers or users and two, regarding the channels
or using intermediaries in the distribution process.
PLACE MIX
Channels of Distribution
Direct Channel — Manufacturer-Customer. Eg. mail order, internet,
door to door selling.
Indirect Channel —
1. Manufacturer-Retailer-Customer.
Usually used for specialty goods like expensive watches, appliances,
Cars( Maruti Udyog) etc.
2. Manufacture-wholesaler-Retailer-customer.
Usually used for consumer goods like soaps , salt etc.
3. Manufacture → Agent → Wholesaler → Retailer → Customer
Done when manufacturers cannot approach wholesalers directly or
when they carry a limited product line and has to cover a wide
market.
Promotion Mix
Promotion
Promotion refers to the use of communication
with the twin objective of informing potential
customers about a product and persuading
them to buy it. In other words, promotion is an
important element of marketing mix by which
marketers makes use of various tools of
communication to encourage exchange of
goods and services in the market.
Promotion Mix
It refers to combination of promotional tools
used by an organization to communicate and
persuade customers to buy its products. These
include:
(i) Advertising,
(ii) Personal Selling,
(iii) Sales Promotion,
(iv) Publicity.
Tools/Elements of Promotion Mix
Advertising
Most commonly used tool of promotion.
It is an impersonal form to
communication, which is paid by the
marketers (sponsors) to promote goods
and services. Common mediums are
newspaper, magazine, television &
radio.
Role or Importance of Advertising
1. PAID FORM –sponsorer has to bear the costs of

communicating with the prospective buyer.
2. IMPERSONALITY – no direct face to face contact
between prospects and advertisers. Creates a monologue
and not a dialogue.
3. IDENTIFIED SPONSOR –undertaken by an
identified individual who makes the advertising
effort and bears the costs of it.
4. MASS REACH – large number of people over a large
geographical area can be reached.
Role or Importance of Advertising
5. ENHANCING CUSTOMER SATISFACTION AND

CONFIDENCE – creates confidence and prospective
buyers feel more comfortable and assured about the
product quality
6. EXPRESSIVENESS – due to development in art,
computer designs and graphics, special effect can be
created that makes simple products and messages look
attractive.
7. ECONOMY- because of its wide reach, overall cost of
advertising gets spread over a wide audience and per unit
cost of reach ↓.
Objections against Advertising
1. INCREASED PRODUCT PRICE: Which is ultimately added to

product cost, manufacturers pass this cost to ultimate customers.
2. CONFUSION TO CUSTOMERS: The number of
advertisements shown for a single product having different brands
confuse the customers and it becomes very difficult for them to
make choice.
3. ENCOURAGING SALE OF INFERIOR PRODUCTS: In many
cases some product features are over emphasized.
4. ADVERTISEMENT OF BAD TASTES: Events, models degrade
the human dignity.
5. Undermines Social Values and Promotes Materialism
Personal Selling
Personal selling involves oral presentation
of message in the form of conversation
with one or more prospective customers
for the purpose of making sales. It is a
personal form of communication.
Companies appoint salespersons to
contact prospective buyers and create
awareness about the product and develop
product preferences with the aim of
making sale.
Personal Selling
Features of the Personal Selling
1. Personal contact is established under
personal selling.
2. Oral conversation.
3. Quick solution of queries.
4. Receipt of additional information.
5. Development of relationship with the
prospective customers which may become
important in making sale.
Qualities of a
Good Salesman
1. Physical qualities: Tidy appearance, good
posture, cheerful smile etc
2. Psychological qualities: good nature with
Empathy and ego drive,
3. Technical quality: Full technical knowledge
about the product,
4. Good communication skills - Polite, tactful,
having good manners etc
Qualities of a
Good Salesman
5. Honesty,
6. Courtesy,
7. Persistent- must not give up as one
additional argument can close a sale.
8. Capacity to inspire trust
Sales Promotion
Sales promotion refers to short-term
incentives, which are designed to encourage
the buyers to make immediate purchase of a
product or service. These include all
promotional efforts other than advertising,
personal selling and publicity, used by a
company to boost its sales.
Merits of Sales Promotion
1. ATTENTION VALUE: Attract attention of people
through use of incentives.
2. USEFUL IN NEW PRODUCT LAUNCH: Sales
promotion tools induce people to break away from
their regular buying behavior and try new products.
3. SYNERGY IN TOTAL PROMOTIONAL
EFFORTS: Sales promotion activities add to the
overalleffectiveness of the promotional efforts
(advertising and personal selling) of a firm.
Limitations Of Sales Promotion
A. REFLECTS CRISIS: A firm that frequently

relies on sales promotion activities may give the
impression that it is unable to manage its sales and
there are no takers for its products.
B. SPOILS PRODUCT IMAGE: Consumers may
feel that the products are not of good quality or are
not appropriately priced.
Techniques Of Sales Promotion
1. PRODUCT COMBINATION:
Offering another product as gift along
with the purchase of a product.
2. Istant draws and assigned gift: Scratch a

card and instantly win a prize with the
purchase of a TV, T. Shirt, Refrigerator
etc.
3. Quantity Gift: Offering extra quantity of

the product e.g., Buy three LUX soaps and
get one free.
4. Refunds: Refunding a part of price paid

by customer on production of some proof of
purchase. e.g Rs 2 off on presentation of
empty pack of Ruffle lays
5. Sampling: Offer of free samples of the

product to potential customers. Generally
used at the time of introduction of a
product.
PUBLICIT
Y
Publicity is similar to advertising, in the
sense that it is a non-personal form of
communication. Publicity generally takes
place when favorable news is presented in
the mass media about a product or service.
Public Relations
Managing public opinion of an organisation is an

important task which can be performed by the
marketing department. The business needs to
communicate effectively to customers, suppliers, and
dealers, since they are instrumental in increasing the
sales and profit. Besides those who come into direct
contact with the organisation or its products, there are
other members of the general public whose voice or
opinion is equally important.
Public Relations Tools
1. PRESS RELEASE: A press release is an

announcement of an event, performance, or
other newsworthy item that is issued to the
press by a public relations professional of an
organization. It is written in the form of a story
with an attractive heading so that the media
quickly grasp and circulates the message
through newspaper/radio/television/internet.
2. PRESS KITS: It is a comprehensive package of

information outlining a company’s products and
services most frequently sent to members of the press.
It includes
• A brief company biography.
• Information of senior management.
• Comments from customers.
• Reprints of newspaper and magazine articles.
• Photos of products.
3. BROCHURES: It is a booklet published by

the organization which contains the
organization’s background, its ethics, vision,
mission, its past, present and future projects, its
CISP, etc.
E.g.: brochure given to new employees to give

them a gist of the organization.
4. NEWSLETTER: It is a printed publication

produced at regular intervals focusing on a
particular set of people. The content of a
newsletter is presented in a writing style that is
less formal and letter-like. For example, a
newsletter published by a college consists of
information about activities conducted during a
particular period, special achievements by
students or teachers, etc.
5. EVENTS AND PRESS SUPPORT: Special

events are acts of news development. The
ingredients are time, place, people, activities,
drama, showmanship; one special event may
have many subsidiary events, such as
luncheons, banquets, contests, speeches, and
many others as part of the buildup.
6. CONFERENCES AND SEMINARS:

Conferences and seminars are conducted for
making people aware about the organization.
For example travel companies generally call
prospective clients and offer travel packages.
The members are contacted through telephones
and askedc to attend seminar.
7. WEBSITES: A website acts as a window for

the outside world to know an organization. So
it is designed not just to serve as a resource for
members, but also to present a positive message
to non-members who are browsing through.
Acronyms
FUNCTIONS OF MARKETING : GAMI-MP-PDD-SG-b-CSS-PP-P-PD-T-W
1- Gathering and Analysing Market Information
2- Marketing Planning
3- Product Designing and Development
4- Standardisation and Grading
5- Packaging and Labelling
6- Branding
7- Customer Support Services
8- Pricing of Product
9- Promotion
10- Physical Distribution
11- Transportation
12- Storage or Warehousing
Acronyms
PROCESS OF MARKETING MANAGEMENT : STMCDPCSV

1- Selection of Target Market
2- Create Demand for the Product
3- Create Superior Value
Acronyms
OBJECTIVES OF MARKETING MANAGEMENT : CDCMSGP

1- Creation of Demand
2- Capture Market Share
3- Goodwill
4- Profitable Sales Volume Through Customer Satisfaction
Acronyms
CONCEPT / PHILOSOPHIES OF MARKETING MANAGEMENT :PPSMSM

1- Production Concept
2- Product Concept
3- Selling Concept
4- Marketing Concept
5- Societal Marketing Concept
Acronyms
MARKETING MIX :PPPP(4P’s)

1- Product Mix
2- Price Mix
3- Place Mix
4- Promotion Mix
Acronyms
ADVANTAGES OF BRANDING TO MARKETERS : EMPD-HADP-DP-INP

1) Enables Marking Product Differentiation
2) Helps in Advertising and Display Programmes
3) Differential Pricing
4) Ease in Introduction of New Product
Acronyms
ADVANTAGES OF BRANDING TO CUSTOMERS : HPIEQSS

1- Helps in Product Identification
2- Ensures Quality
3- Status Symbol
Acronyms
CHARACTERISTICS OF GOOD BRAND NAME : SPSDAVLPSP

1) Simple and Easily Pronounceable
2) Suggestive
3) Distinctive
4) Adaptable
5) Versatile
6) Legal Protection
7) Staying Power
Acronyms
PACKAGING :
LEVELS OF PACKAGING :PST
1- Primary Package
2- Secondary Package
3- Transportation Package
Acronyms
IMPORTANCE OF PACKAGING : RSHS-SO-PD-IO

1- Raising Standard of Health and Sanitation
2- Self Service Outlets
3- Product Differentiation
4- Innovational Opportunities
Acronyms
FUNCTION OF PACKAGING :PIPPUP

1- Product Identification
2- Product Protection
3- Facilitates Use of the Product
4- Product Promotion
Q- 12 Statement-I Transportation helps in creating time utility and
warehousing helps in creating place utility
Mark - 1 Statement-II The process of classification of products into different
groups on the basis of their important characteristics is known as
standardization.
CHAPTER - Choose the correct option from the options given below:
MARKETING a. Statement I is true and II is false
b. Statement II is true and I is false
c. Both the statements are true
TOPIC – d. Both the statements are false
Functions of
Marketing
ANSWER –
d) Both the statements
are false
Q- 15
Mark - 1 One of the important decision areas under the
marketing function of …………………….. is
managing inventory.
CHAPTER -
MARKETING a. Branding
b. Pricing
c. Promotion
d. Physical distribution.
TOPIC –
Functions
ANSWER –
d) physical
distribution
Q- 17
One of the following is considered to be an extension of the
Mark - 1 marketing concept, which apart from customer satisfaction pays
attention to ethical and ecological aspects of marketing. Identify
the concept.
CHAPTER - a. Selling concept
MARKETING b. Product concept
c. Production concept
d. Societal Marketing concept
TOPIC –
Marketing
Phylosophies
ANSWER –
d ).Societal Marketing
concept
Q- 18
While the product costs set the lower limits of the price for a
Mark - 1 product, the upper limit of price which a buyer would be prepared
to pay is decided by:
a. Utility and demand of the product
CHAPTER - b. The marketing manager of the firm
MARKETING c. The Government
d. The competitors of the firm
TOPIC –
Price Mix
ANSWER –
(a) Utility and demand
of the product
Q- 19
Mark - 1 Which of the following statements about Advertising is incorrect?
a. It is a personal form of communication
b. It is a paid form of communication
CHAPTER -
MARKETING
c. It is a mass selling technique.
d. It is inflexible as the message can’t be adjusted to the needs of
the buyer.
TOPIC –
Promotion Mix
ANSWER –
a) It is a personal form
of communication
Q- 34 Choco Ltd. offers a wide variety of chocolate products. It has an action
program of not selling its products by their generic name but under different
names like Choco-silk bar, Choco-Munchy and Choco-crunchy etc. for different
Mark - 6 customer segments. All these names have great popularity and acceptability in the
markets. As the company policy the products were offered at reasonable and
affordable prices for targeting a mass customer base.
CHAPTER -
During the festive season the company launched a massive promotional
MARKETING campaign to increase its revenue and achieve its communication objectives. The
company introduced free gifts for the customers. Their on-ground sales team
delivers the product not only to the departmental stores but also to small shops, so
that all segments of customers can easily get the products. They also provide
TOPIC –
information and support services to customers to ensure repeat sales.
Functions From the viewpoint of the management function, briefly explain any four
activities of marketing which the firm will be involved in, apart from the above-
mentioned ones it's already performing.
ANSWER –
Next Page
Q- 34 ANSWER
Mark - 6
Functions of marketing, apart from the ones Choco Ltd is already
performing:
(Any four)
1. Gathering and analyzing market information: This is necessary
to identify the needs of the customers and make various decisions
for the successful marketing of the products and services.
2. Product designing and development: The design of the product
contributes to making the product attractive to the target
customers.
3. Standardization: Standardization refers to producing goods of
predetermined specifications which help in achieving uniformity
and consistency in the output
Q- 34 ANSWER
Mark - 6
4. Packaging and labeling- Packaging refers to designing and
developing the package for the products. Labeling refers to
designing and developing the label to be put on the product.
5. Transportation- Transportation involves physical movement of
goods from one place to another. As generally the users of
products particularly consumer products are wide spread and
geographically separated from the place where they are
produced.
6. Storage and warehousing- In order to maintain smooth flow of
products in the market, there is a need for proper storage of the
products. Further there is need for storage of adequate stock of
goods to protect against unavoidable delays in delivery or to
meet out contingencies in the demand.

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Marketing Management 2020

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MARKETING

Marketing refers to activities a company

Marketing management means

Another important activity or area of

PRODUCT DESIGNING AND DEVELOPMENT

• Involves decisions regarding the product to be

• Done by anticipating customer needs and

products to satisfy these needs.

STANDARDIZATION AND GRADING

• Standardization = Process of setting certain

• Grading = Division of products into classes

PACKAGING AND LABELING

CUSTOMER SUPPORT SERVICES

A very important function of the marketing

STORAGE OR WAREHOUSING: Usually

THE PRODUCTION CONCEPT

THE PRODUCT CONCEPT

THE SELLING CONCEPT

THE MARKETING CONCEPT

THE SOCIETAL MARKETING CONCEPT

Promotion refers to the various strategies

(i) Consumers’ Products, And

(ii) Industrial Products.

Products, which are purchased by the ultimate

(A) The Extent Of Shopping Efforts Involved,

(B) Durability Of The Product.

Those consumer products, which are

Examples of such products are cigarettes, ice

These products are such, which have reached a brand

On the basis of their durability, the consumer

The consumer products which are normally

For example, we purchase products like

Those tangible consumer products which normally

Services are intangible in form. By

Brand : Name, term, sign, design or some

2. Suggest product benefits and quality (Genteel, Boost)

3. Distinctive (Zodiac, Safari)

4. adaptable to packing or labeling requirements, to different

5. Versatile to accommodate new products(Maggi)

6. Capable of being registered and protected legally

7. Have staying power(should not get outdated easily.

1. Enables product differentiation:.

Distinguishes the firms products from that of its competitors,

2. Helps in advertising and display programmes:

Without a brand, the advertiser can only create an awareness

and not be sure of the sale of his brand.

As when customers like and become used to a brand,

4. Ease in introduction of a new product

minimizes selling costs – enjoys the reflected glory of

A brand or part of a brand that is given legal

Packaging refers to the act of designing

(A) To Maximise Profits In The Short Term-tend

(B) Obtain Large Share Of The Market I.E., By

(C) Firm Is Operating In The Competitive Market

• Price should include all costs and also include a

• Includes costs of producing, distributing and

• Utility provided by the product and the demand of a

• Buyers pay to the point where the utility of the demand is

• Law of demand = consumers purchase more at a lesser

Competitors’ prices and their anticipated reactions

In order to protect the interest of public against

Price fixation process is also affected by other

(ii) Personal Selling,

(iii) Sales Promotion,