This document defines marketing and explains its key concepts and functions. It discusses the importance of marketing for modern business and outlines the scope of marketing activities. The document also explains the selling concept, marketing concept and societal concept of marketing. It distinguishes between marketing and selling, and marketing research and marketing information systems. The three key points are: 1) Marketing is defined as a system of business activities designed to plan, price, promote, and distribute products to target markets to achieve organizational objectives. 2) The scope of marketing includes activities like marketing research, product development, pricing, advertising, sales promotion, packaging, branding, and after-sales service. 3) The importance of marketing is that it helps

1. 1
Define marketing? Explain its nature /
features.
Explain the importance of marketing in
modern business.
Explain the scope/functions of
marketing.
Explain in brief various concepts of
marketing/Explain the selling concept,
marketing concept and societal concept
of marketing.

2. Define marketing research? Explain its features and
importance to marketing managers.
What is marketing information system (MIS)? Explain its
features and importance.
Write short notes on :
Societal Concept of Marketing
Marketing Concept
Market Opportunity Analysis.
Relationship marketing.
Distinguish between :
Marketing and selling
Marketing Research and MIS.
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3. Definition of Marketing
According to William Stanton, “Marketing is a total
system of business activities designed to plan,
price, promote & distribute want satisfying
products to target markets in order to achieve
organisational objectives.”
According to Philip Kotler, “marketing is a human
activity directed at satisfying needs and wants
through exchange process.”
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4. Scope of Marketing
Marketing Research
Product Planning & Development
Pricing
Advertising & Publicity
Sales Promotion
Packaging
Branding & Labelling
After Sales Service
Test Marketing
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5. Features Of Marketing
Regular & Continuous Activity
Satisfaction of Human Wants
Relates to Goods and Services
Transfer of Ownership
Creates Different Utilities
Importance of 4Ps
Evolutionary Concept
Wide in Scope
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6. Importance/ Benefits Of Marketing
Satisfaction of human needs & wants
Profits & market reputation
Facilitates specialisation division of labour
Widens the market
Improves standard of living
Bring economic growth
Creates new norms of social economic behaviour
Provides channels of communication to business
firms
Facilitates price control
Develops social significance at. 6

7. Concept of Marketing
The exchange concept
The production concept
The Product concept
The Selling concept
The marketing concept
The Societal concept
The relationship marketing concept
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8. SELLING v/s MARKETING
Meaning
Aim
Orientation
Basis
Consumers Place
Role of Profit
Importance
Target
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