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Marketing

Definition of Marketing

Marketing includes all activities for transferring goods from producer to consumers. Its main aim is to sell and satisfy the consumers. Today, market’s king is consumer. So, marketing provides you good technique to handle customers. Marketing’s best technique is marketing mix. Marketing mix has four P

1. Product which is made by producer must be made quality basis.

2. Price is fixed by market but marketer should take low price than market for increasing of sale.

3. Promotion is done by advertising; it must be used at proper time for target audience.

4. Placement is relating to distribution activities, marketer should reach by proper channel of distribution.

 Features/ Nature of Marketing Orientation:-

1. Consumers

Consumers are the king of market and all salesmen who want to sell goods to consumers, should create good relationship with consumer and also solve their problems for enhancing the product branding in market.

2. Organizational Capability

Before marketing, it is very necessary that company should see his organizational capability which is available to fulfill the order of sale. If not, then create the limit of marketing.

3. Competitors

It is also nature of marketing that you will see competitors in the your market. Never ignore them and create advance strategy to fight and defeat your competitors. Some time, new competitors may be your friends for increasing sale because every new competitor helpful to make a physical market for you where consumer can come and buy.

4. Co-ordination

It is also nature of marketing that it is connected with other activities. It is the duty of marketing manager to do co-ordination with other department.

5. Performance

Marketing should be based on performance. We have to pay for all cost on the basis of past selling. If any branch’s sale value is high. We should promote that branch by increasing the salary that branch’s salesmen and advertising cost.

Main Marketing Concept

1. Production Concept

This concept guides us that we should produce the products at minimum production cost.

2. Product Concept

This concept guides us that we should sell the best quality product to consumers.

3. Selling Concept

Selling concept guides us that we should take minimum selling price from consumer. For this we have to decrease our selling cost.

4. Marketing Concept

Marketing concept guides us that in this era, consumer is king of market and all marketing activities main target should be to satisfy the consumers.

Scope of Marketing

1. Marketing in New Company




2. Marketing in Old Company

It is also the part of scope of marketing. In old company , we see that there are already large number of consumer are buying goods. There is no need to invest high amount on advertising but company can find his scope for improving the quality of product which will be sold to existing consumers. Old company should concentrate his mind for maintaining the stable his level in market by providing quality products, continuing researching and decreasing the cost.

3. Marketing in NGO

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Objective of Business Environment

Following are main objectives of business environment:
1. Knowledge of Information 
By studying the business environment, we can know the changes of business. This information is very useful for our business. Every businessman should aware current environment of business. With this, he can think the future of his business in such environment. 
2. Basis of Decisions 
One of main objective of the study of business environment that it can provide all the information which is needed for taking good decisions. Suppose, you completed your internal business environment study. With this study, you can take decision relating to purchase, sale, salary and price because you know your competitor, you know your suppliers and you know your customers. 
3. Helpful in making of Policies 
For making good business policies, we need to know and scan business through business environment. 
4. Technological Planning 
Today, technology is changing very fastly. 3 years ago, I have to search software for downloading …

Limitation of Business Environment Analysis

Following are main limitation of business environment analysis:

1. Unexpected and Unanticipated Events 

We can not tell unexpected and unanticipated events in business environment analysis. Sometime, business has to face unexpected happenings. So, there will no benefit of business environment in these cases.

2. No sufficient Guarantee

Business environment analyst does not give any guarantee whether all events will happen as per estimation in business environment.

3. Uncritical Faith 

Sometime data may be incorrect. So, decisions on basis of these analysis may be risky for business.

4. To much information

Sometime too much information relating to business environment analysis will create the doubt in businessmen.

Technological Environment

Definition of Technological Environment :-


“Technological Environment means the development in the field of technology which affects business by new inventions of productions and other improvements in techniques to perform the business
 work. "

Introduction to Business Environment

Business environment may be defined as the set of external and internal factors which affects the decisions of business. We can divide business environment into two parts

A. The Micro Environment of Business

These are powers which are deeply related with company and company can control these type of environment by improving its capacity and efficiency.

1. Suppliers

Suppliers are the persons who supply raw material to company.

2. Customers

Customers are the persons who buy goods from company.

3. Market Intermediaries

Market intermediaries are those person who helps company to sell its products.

4. Financial Intermediaries

Financial intermediaries are those institutions who provide loan, credit and advance to company.

5. Competitors

Competitors are those who also sell same product of company.

6. Public

Public is those group of people who can buy or who can show their interest to buy the products of company.

B. The Macro Environment of Business

Macro environment of business means all exte…