Concept of overall marketing as per NCERT of I Year PU Karnataka Board. By Prof. Chidanand B Nagarjuna PU College chidanandgowda55@gmail.com chidanandb@nagarjunapucollege.co.in 9945852135

1. MARKETING

2. The term market is derived from
Latin word “Marcatus” which means
trade, merchandise, traffic or place
of business.
Meaning of Market: A market refers
to a place where buyers and sellers
meet each other to make their
purchases and sales.
Definition of Market: According to
Philip Kotler “A market is a area for
potential exchanges”.

3. Meaning of Marketing: It means not only selling of goods but includes
all those activities concerned with identifying the needs of the
consumers and movement of the goods from the place of production
to the place of consumption.
Definition of Marketing: In the words of E.F.L Breach, “Marketing is
the process of determining consumer demand for a product or service
motivating its sale and distributing it to ultimate consumers at a
profit.”

4. Features of Marketing
• Needs and wants
• Creating a market offering
• Customer value
• Exchange mechanism

5. What can be marketed?
oPhysical products: DVD Player, Motor cycle, ipods, cell phones, TV etc
oServices: Insurance, Health care, Education, Online Trading. Etc
oIdeas: Polio Vaccinations, Help edge, Donation of bloods etc
oPersons: For election candidate for certain posts.
oPlace: Visit- Agra- “City of Love” Mysore- “ The city of Gardens”. Etc.
oExperience: Like Dinner with celebrity, Baloon riding etc.
oEvents: Sports events like Cricket, Music concert, Film festival etc.
oProperties: Real estate and Shares and Debenture.
oInformation: Production packaging and distribution of information by
organisation such as by universities, research organisation providing
information as market information.
oOrganizations: For boosting their public image organisation such as
Hindustan lever, Ranbaxy, Dabur, Proctor and Gamble, communicate with
people. Eg Phillips says let‟s make Things Better.

6. Difference between Marketing and
Selling
• It is much wider consisting of
number of activities such as
identification of customers
needs, developing products to
satisfy these needs, fixing prices
and persuading the potential
buyers to purchase the same.
• Marketing activities put greater
thrust on satisfying customer‟s
needs and wants.
• It is only a part of the process of
marketing is concerned with
promoting and transferring
possession and ownership of
goods from the seller to the
buyer.
• It affects transfer of title and
possession of goods from sellers
to consumers or users

7. Difference between Marketing and
Selling
• Profit maximization through
customer satisfaction
• Developing the product as per
the customer needs.
• It involves strategies in respect
of product, promotion, pricing
and physical distribution.
• It starts before the product is
produced and continue even
after the product has been sold
• Profit maximization through
sales maximization
• Bending the customer according
to the product.
• It involves efforts like
promotion and persuasion.
• It starts after the product
developed.

8. The different types of Marketing management
Philosophies
o The production concept
o The product concept
o The selling concept
o The Marketing concept -
Identification of market or customer who are chosen as the target of
marketing effort.
Understanding needs and wants of customers in the target market.
Development of products or services for satisfying needs of the target
market.
Satisfying needs of target market better than the competitors
Doing all this at a profit
o The societal Marketing concept

10. Functions of marketing
• Gathering and analyzing market information
• Market planning
• Product designing and development
• Standardization & grading
• Packaging and labelling
• Branding
• Customer support services
• Pricing of product:
• Promotion
• Physical /Channelizing distribution
• Transportation
• Warehousing

11. Role of Marketing : it helps the individual consumers in raising their
standard of living by making available the products and services that
satisfy their needs and wants, it also plays important role in economic
development of a nation.
• Role in a firm
• Role in the Economy
Marketing Mix It refers to mixing, combining or blending four
controllable forces or elements of marketing i.e. Product, price,
promotion and place into a marketing programme by a business firm.

12. Elements of marketing mix
The marketing mix is made up of four elements namely, product,
price, promotion and place. These elements constitute the heart of
marketing decisions.
Product
Price
Promotion
Place

13. PRODUCT
Product refers to all goods, services
or an idea, tangible or intangible of
any size, quality, colour, price, design,
etc. This may be exchanged for
money and accepted by the
consumers to satisfy their needs and
wants.

14. 1. Consumer Products
i. Durability products
A. Durability products (Radio, Refrigerator, TV etc)
B. Non durable Products (Toothpaste, Detergents, Stationery items etc)
C. Service Products (Dry cleaning, Watch repairs and Service render by
doctor/ lawyer.)
ii. Shopping efforts involved
A. Convenience Products (Medicines, News papers etc)
B. Shopping Products (Clothes, Jewelry, TV etc.)
C. Specialty Products (Car, Flats etc)

16. The important characteristics of Industrial
Products
• Number of Buyers (cotton to textile materials, wheat to biscuit
products etc)
• Channel levels (Dell, HP having their own and retail outlets)
• Geographical concentration
• Derived demand (demand for leather will be derived from demand for
shoes likewise printing papers from Xerox etc)
• Role of Technical considerations
• Reciprocal buying (Baja Motor cycle & Ashoka Leyland buys tries from
MRF)
• Leasing out

17. Components of product mix: The product mix has certain
components they are,
1. Branding
2. Packing and packaging
3. Label and Labelling
Elements of product mix
1. Meaning of Branding: Branding is a process of giving a trade mark, logo,
or symbol or brand name to the product of the manufacturer
Various terms relating to Branding
• Brand (Acer, Nike, Asian paints etc)
• Brand Name (Lux, Diary Milk, Samsung and Park Avenue)
• Brand Mark (Vodafone Zoo- Zoo , Parle –G girl, Guttu of Asian paints)
• Trade mark (Mercedes, Nike and Pepsi etc)

18. Advantages of Branding: towards
(i) Marketers
(ii) Customers
Towards Marketers
A. Enables making product
differentiation
B. Ease in introduction of new
product
C. Differential pricing
D. Helps in advertising and
display programmes
Towards Customers
A. Helps in product identification
B. Ensuring quality
C. Status symbol

19. 2. Packing and packaging: Packing refers to placing products in suitable
packages for safe and easy handling. In short packing means wrapping the
products or goods in suitable containers.
Level of Packaging
a. Primary package (Toothpaste tube. And sometimes products kept
throughout the entire life eg. Match box)
b. Secondary package ( a shaving cream tube comes in a card board box.
When consumer stated using shaving cream, they will dispose of the box)
c. Transportation package (Toothpaste manufacturer may send the goods to
retailers in corrugated boxes containing 20, 30 or 100)

20. Importance of Packaging
Rising standards of health and sanitation
Self service outlets
Innovational opportunity
Product differentiation
Functions of packaging
Product identification
Product protection
Facilitating use of the product
Product promotion

21. Label and labelling : Label is a piece of paper, cloth, metal or other material
affixed to a product, on which information concerning the product, its
producer and other related details are printed.
Functions of labeling
• Describe the product and specify its contents (Label of a canned food item
describes the procedure of cooking)
• Identification of the product or brand (: Cadbury chocolate from various
chocolate)
• To help in grading of the products (Tata Agni, Tata Premium and Tata gold)
• Help in promotion of products (: Buy to 2 get 1 free or 25% extra)
• Providing information required by law (In case of poisonous material
warning on the package “ smoking is injurious to health”)

22. PRICE: Price is the exchange value of goods and services represented in terms of
money.
Pricing: It is the process of determining the value of a product or service in terms
of money before it is offered to the market for sale.
Pricing decisions: It means the decision taken for fixing the price of a product.
Factors affecting pricing decisions
1. Product cost
i. Fixed cost (like rent or insurance)
ii. Variable cost (like payment for raw material, wages, powers)
iii. Semi variable cost (like salary plus commission on sales)
2. Utility and Demand of the product
i. Law of demand
ii. Price elasticity of demand
3. Extent of competition in the market
4. Government and legal regulations
5. Pricing objectives
6. Marketing methods used

23. Place/ Physical Distribution: It includes all those activities that are needed to
make the goods and services available at the right place, so that people can
purchase the same. In other words It refers to the arrangements made for the
smooth flow of goods and services from producers to the consumers.
a) Physical distribution
Component of Physical Distribution
Order processing
Transportation
Ware housing
b) Channels of distribution

24. Important channels of distribution
1. Direct channel [Selling by the producers to the final
consumers]
2. Indirect channel [selling through middlemen]

25. Functions of Distribution channels
• Sorting
• Accumulation
• Allocation
• Assorting
• Negotiation
• Risk Taking

26. PROMOTION
It refers to all such activities which intend to inform customers about the
products of the company and persuade them to buy these products.
In other wards Promotion is the function of informing, influencing,
persuading the consumers to purchase the product of the seller.
Elements of Promotion Mix
• Promotion mix comprises of following main elements they are,
• 1) Advertising
• 2) Personal selling/ salesmanship
• 3) Sales promotion
• 4) Publicity.

27. 1. Advertising: Advertising means informing the public the existence of a
particular product or service, stimulating their desires for the product or
service and inducing them to buy the same.
Features of Advertising
a)Paid form
b) Non – personal
c) Issued by an Identified sponsor
d) Mass communication
e) Buying Behavior

28. Merits of Advertisement
Steady and regular demand
Increase in sales
Reduces cost of production
Education of consumers
Employment:
Survival of media
Wide choice of products
Assists salesmen
Better standard of living
Saves Time and Efforts
Demerits of Advertisement
Advertisement is a waste
Misleading
Less effective
Lack of feedback
No flexibility
Advertising increases the price of
products
Advertisement creates monopoly
Confusion among customers

29. Role of Advertising
• Steady and regular demand
• Increase in sales
• Reduces cost of production
• Education of consumers
• Employment
• Survival of media
• Wide choice of products
• Assists salesmen
• Better standard of living
• Saves Time and Efforts

30. Objections to Advertising/ Arguments
against Advertising
• Advertising increases the price of goods
• Advertising does not increase sales
• Creates confusion
• Creating of Monopoly
• Increases the needs and wants
• Fails to attract attention
• Ignoring social values

31. SALESMANSHIP OR PERSONAL SELLING Meaning of Personal Selling
It involves oral presentation of message in the form of conversation
with one or more prospective customers for the purpose of making
sales.
Features of personal selling
1. Personal Form
2. Development of relationship
Merits of personal selling
1. Flexibility
2. Information
3. Persuasive
4. Demonstrative
5. Creative

32. Role of Personal selling / Personal selling plays very important role in
1. Businessmen
2. Customers
3. Society
Businessmen Customers Society
Effective promotional tool Helps in identifying needs Converts latest demand
Flexible tool Latest market information Employment opportunities
Minimizes wastage of efforts Expert advice Career opportunities
Consumer attention Induces customers Mobility of sales people
Lasting relationship Product standardization
Personal rapport
Role in introduction stage
Link with customers

33. Sales Promotion
Sales promotion refers to all those activities other than advertising, personal
selling and publicity that are taken by a firm for promoting its sales. It
includes distributing free samples, offering gifts to the dealers, buy one get
one free offers, conducting exhibition, fairs, demonstration etc.,
Merits of sales promotion
• Attention value
• Useful in new product launch
• Synergy in Total promotional efforts
Limitation of sales promotion
• Reflects crisis
• Damage Product Image

34. Objectives of sales promotion
To introduce new product or services
To attract new customers
To retain existing customers
To stimulate the enquiries about the product or service either from the
dealers.
To increase the sales volume by inducing customers to buy more.
To create good public image of the product and the concern
To build a database of the customers.

35. Sales promotion Techniques /
Methods
• Discount/Rebate
• Refunds
• Product complement
• Quantity gift
• Instant draws and Assured gifts
• Lucky Draw
• Usable benefits
• Full finance @ 0%
• Free finance
• Sampling
• Sweepstakes and Contests

36. Qualities of a Successful Salesman
Good personality
Good health
Enthusiasm
Sound education
Intelligence
Knowledge of the product
Activeness
Honesty
Loyalty
Training
Cheerfulness
Sociability
Communication skills
Courtesy
Courage

37. Difference between advertising and
salesmanship

38. Publicity: Publicity is non personal stimulation of demand for a
firm‟s product or service, which is not paid by the sponsor.
Public relations: Public relation is a planned and purposeful activity
undertaken by an organization to develop better mutual relationship with its
public.
Features of publicity
i. Publicity is an unpaid form of communication. It does not involves any cost.
ii. There is no identified sponsor for the communication as the message goes
as a news item. Role of public relation:

39. Role of public relation
Press relations
Product publicity
Corporate communication
Lobbying
Counseling
In addition maintaining good public relations also help in achieving the
following marketing objectives
Building awareness
Building Credibility
Stimulates sale force
Decreases promotion costs