Marketing Functions

2. Prepared by:
SWONA HENRY
COMMERCE OPTION
CANDIDATE CODE:13357011

3. MARKETING FUNCTIONS
Marketing includes very many activities which may be
called marketing functions. A marketing function is an
act, operation or service by which the original
producer and the final consumers are linked together.

4. MARKETING FUNCTIONS
Basic functions Facilitating functions
 Marketing research
 Product planning and
development
 Buying and assembling
 Selling
 Standardization , grading and
branding trademark
 Packaging
 Storage
 Transportation
 salesmanship
 Advertising
 pricing
 Insurance

5. BASIC FUNCTIONS
 MARKETING RESEARCH
 PRODUCT PLANNING AND DEVELOPMENT

6. MARKETING RESEARCH
Market Research helps the manufacturer to know the
habits of the customers, the popularity of a product,
effectiveness of advertisement etc.

7. PRODUCT PLANNING AND
DEVELOPMENT
Product planning and development requires decision
making on various aspects such as the product to be
manufactured, its packing, selling, price, size, shape
,color and design. It should satisfy the needs and
desires of consumers.

8. FACILITATING FUNCTIONS
 Buying and assembling
 Selling
 Standardization , grading and branding trademark
 Packaging
 Storage
 Transportation
 salesmanship
 Advertising
 pricing
 Insurance

9. BUYING AND ASSEMBLING
 Efficient buying is essential for successful selling.
Buying means purchasing of raw materials by
manufacturers or purchasing of finished goods by
traders.
 Assembling means collecting and brought out of
purchased goods to a central point.

10. SELLING
Selling is the act of transferring the ownership of
goods by the seller to the buyer in exchange of money
or money’s worth.

11. STANDARDISATION
Standardisation refers to the process of setting
certain standards for a product on the basis of some
desirable qualities it should have. Eg.ISI mark.ISO
mark etc.

12. GRADING
Grading Refers to the division of products into
different classes made up of units possessing similar
qualities as regards size, weight, shape, color and
quality.

13. BRANDING
Branding means giving a name,sign,symbol,design or
a combination of all so as to distinguish the product
from other similar products.

14. TRADEMARK
Trademark is a legal term. When a brand name is
registered with the government under the Trade and
Merchandise Act,1958, it is legalised and is called
Trademark.

15. PACKAGING
Packaging may be defined as the function of
designing and producing the package for a product. A
package is a container or a wrapper or a box in which a
product is enclosed or sealed.

16. STORAGE
Storage is the process of holding and preserving
goods between the time of their production and the
time of sale.

17. TRANSPORTATION
Transportation is the physical movement of goods
from the places of production to the places of
production.

18. SALESMANSHIP
Salesmanship or personal selling helps to draw the
attention, stimulate the interest and arouse the desire
of potential buyers. It is widely used in retail
marketing.

19. ADVERTISING
Advertisement helps consumers to get information
regarding different products available in the market
and their uses.

20. PRICING
Pricing is the process of fixing the price of a product
or service. Price is the exchange value of a product
expressed in money. It determines the volume of sale
and the profit.

21. INSURANCE
Risks are involved in exchange of goods and services.
Insurance facilities are available to cover these risks in
production, transportation, storage and distribution.