Revision Notes
Class – 12 Business Studies
Chapter 11 – Marketing
MEANING OF MARKET
The term "market" refers to the gathering place of buyers and sellers to conduct
transactions involving the exchange of goods and services. The term "market"
comes from the Latin word "Marcatus," which means "to trade."
MARKETING
Marketing is defined as "a human activity aimed at satisfying needs and desires
through an exchange process”. Philip Kotler
Marketing concept is a key to determining the needs, desires of target markets,
delivering the desired satisfactions more efficiently and effectively by competitors
is critical to achieving organizational goals.
FEATURES OF MARKETING
1. Needs and Wants:
• The marketing process assists consumers in obtaining what they require and
desire.
• A need is said to be known as a state of deprivation or the feeling that one is
depriving oneself of something.
• Needs are fundamental to human beings and are unrelated to a specific product.
2. Creating a Market Offering:
Market offering is the process of offering and introducing a product or service with
specific features such as size, quality, taste, and so on for the purpose of selling.
Class XII Business Studies [Link] 1
3. Customer Value:
Marketing used to facilitate the exchange of goods as well as services between
buyers and sellers.
4. Exchange Mechanism:
• The exchange mechanism is used in the marketing process.
• Exchange refers to the process where two or more parties used to come together
in order to get the desired goods or service from someone while in exchange for
something. For example, money is the medium of exchange used to purchase or
sell a product or service.
• The following conditions needs to be met in order for an exchange to take place:
a. There must be at least two parties.
b. providing something of value to the other party
c. communication
d. freedom to accept or reject offer
e. willingness of the parties to enter into a transaction
What can be Marketed?
1. Physical product
2. Services
3. Ideas
4. Person
5. Palace
6. Experience
7. Properties
8. Events
9. Information
Class XII Business Studies [Link] 2
10. Organisation
Marketer
• A marketer is anyone who makes an extra effort to identify the needs of the
consumers and offer the product or service as well as persuade them in order to
buy in the process of exchange.
• Sellers, as marketers, are the ones who provide satisfaction. They make
products/services available and sell them to customers in order to meet their needs
and desires.
• They are classified as follows:
a. goods marketers (such as Hindustan Lever)
b. services marketers (such as Indian Airlines)
c. others marketing experiences or places (such as Walt Disney) (like tourist
destinations).
• Marketing activities are those undertaken by marketers in order to facilitate the
exchange of goods and services between producers and consumers.
MARKETING MANAGEMENT
Marketing management is the administration of marketing functions.
It is considered as the process of organizing, directing as well as controlling the
activities associated with marketing goods and services in order to meet the needs
of customers and achieve organizational goals.
“Marketing management is defined as the art and science of selecting target
markets and acquiring, retaining, and growing customers by creating, delivering,
and communicating superior customer service.”Philip Kotler
The process of management of marketing involves:
a. Identifying a target market
Class XII Business Studies [Link] 3
b. Creating demand by producing products that meet the needs and interests of
customers.
c. Create, develop, and communicate superior customer values: To provide
superior value products/services to prospective customers, and to communicate
these values to other potential buyers in order to persuade them to purchase the
product/service.
MARKETING AND SELLING
Marketing: It refers to a broad range of activities, of which selling is only one
component. Before making a sale, a marketer must plan the type, design, and price
of the product, as well as select the distribution channels and the appropriate
promotional mix for the target market.
Selling: refers to the sale of a product or service through advertising, promotion,
and salesmanship. The product's title is transferred from seller to buyer. The
primary goal of selling is to turn a product into cash.
Difference between marketing and selling
Basis Marketing Selling
Scope It is a broad term that encompasses a variety It is only a part of the
of activities such as identifying customer marketing process.
needs, product development, pricing,
distribution, promotion, and selling.
Focus Satisfying the needs and desires of the Title transfer from
customers to the greatest extent possible. seller to consumer
Aim Profits are generated as a result of customer Profits are generated
satisfaction. by increasing sales
volume.
Emphasis Customer bending based on the product Creation of products
that can meet the
Class XII Business Studies [Link] 4
needs of the
customers.
Start and It begins before a product is manufactured. It begins after a
end product is created.
activities
Strategies Product, promotion pricing, and physical Efforts such as
distribution are all part of the effort. promotion and
persuasion are
required.
MARKETING MANAGEMENT PHILOSOPHIES
Marketing concepts/philosophies usually refers to determining the needs as well
as wants of the target markets & then delivering the desired satisfactions more
efficiently and effectively by competitors is critical to achieving organizational
goals.
1. Production concept:
Because the number of producers was limited in the early days of the industrial
revolution, industrialists assumed that consumers were only interested in easily and
widely available goods at an affordable price.
2. Product concept:
• As time passed, supply improved, and customers began to prefer products that
were superior in performance, quality, and features.
• As a result, product improvement has become the key to a company's profit
maximization.
3. Selling concept:
• Increased production scale resulted in increased competition among sellers.
Because there were so many companies selling similar products, product quality
and availability were insufficient to ensure survival.
Class XII Business Studies [Link] 5
• Consumers will not buy products unless the company engages in aggressive sales
and promotional activities.
4. Marketing concept :
• Marketing begins with determining what consumers want in order to satisfy
consumers and profit.
• Customer satisfaction is a prerequisite for achieving the firm's goals and
objectives.
5. Social marketing concept:
• Customer satisfaction is supplemented by social welfare in this concept.
• A company that adopts the societal concept must balance the company's profits,
consumer satisfaction, and societal interests.
FUNCTIONS OF MARKETING
1. Gathering and Analyzing Market Information:
• Systematic fact-gathering and information-analysis
• Examining a business environment's strengths, weaknesses, opportunities, and
threats.
• Identifying customer needs and desires, determining purchasing motivations,
selecting a brand name, packaging, and promotional media, and so on.
• Data is available from both primary and secondary sources.
2. Marketing planning :
• Create an appropriate marketing plan in order to meet marketing objectives.
• It should specify the action plans to achieve these goals.
• For example, if a marketer wants to increase his country's market share in the
next three years, his marketing plan should include various important aspects such
as a plan for increasing production levels, product promotion, and so on.
Class XII Business Studies [Link] 6
3. Product designing and development:
• Involves decisions about the product to be manufactured and its attributes, such
as quality considerations, packaging, new models and variations, and so on.
• A good design can improve the performance of the product while also giving it a
competitive advantage in the market.
• Anticipate customer needs and create new products or improve existing ones to
meet those needs.
4. Standardization and grading:
• Standardisation refers to the production of goods that meet predetermined
specifications, which aids in the production of uniformity and consistency (e.g., ISI
Mark).
• Grading is said to be the process of categorizing different products into different
groups based on important characteristics such as quality, size, and so on.
5. Packaging and labeling:
• Packaging is called as the process of designing as well as developing a package
for a product that protects it from damage, spoilage, breakage, and leakage. It also
makes purchasing easier for customers and serves as a marketing tool.
• Labeling is the process of designing a label to be placed on a package. It can
range from a simple tag to intricate graphics. For example, colgate, lays, and so on.
6. Branding:
• It aids in product differentiation, builds customer loyalty, and promotes sales.
• An important decision area is branding strategy, which determines whether each
product will have a separate brand name or the same brand name will be used for
all products.
7. Customer Support Services:
• Customer support services are extremely effective at increasing prospective
customer sales and developing brand loyalty for a product.
Class XII Business Studies [Link] 7
• It aims to provide maximum customer satisfaction while also building brand
loyalty.
• Examples include sales services, customer complaints and adjustments, credit
services, maintenance services, technical services, and consumer information.
8. Pricing of Product:
• Product price refers to the amount of money that customers must pay in order to
obtain a product.
• It is an important factor in a product's success or failure.
• Because the price of a product/service is related to its demand, the price should
be set after considering all of the factors that influence the price of the product.
9. Promotion:
• Product and service promotion entails informing customers about the firm's
product, its features, and so on, and persuading them to purchase the products.
• Promotional methods include advertising, personal selling, public relations, and
sales promotion.
10. Physical Distribution:
• The two major decision areas under this function are
(a) the channels of distribution or marketing intermediaries to be used (e.g.
wholesalers, retailers); and the marketing intermediaries to be used.
(b) Physical movement of the product from the point of manufacture to the point of
consumption.
11. Transportation:
• Transportation refers to the physical movement of goods from one location to
another.
• When selecting a mode of transportation, various factors such as the nature of the
product, cost, location of the target market, and so on should be considered.
12. Storage or Warehousing:
Class XII Business Studies [Link] 8
• Proper storage of products is required to maintain a smooth flow of products in
the market.
• Storage and warehousing are used to protect against unavoidable delays in
delivery or to meet contingencies in demand.
MARKETING MIX
• A large number of factors influence marketing decisions; these are classified as
‘non-controllable factors' and ‘controllable factors.'
• Controllable factors are those that can be influenced at the firm level.
• Environmental variables are factors that influence a decision but are not
controllable at the firm level.
• In order to be successful, a company must make sound decisions after analyzing
controllable factors and keeping environmental factors in mind.
• Marketing Mix refers to the set of marketing tools that a company employs to
achieve its marketing objectives in the target market.
• The success of a market offer is determined by how well these ingredients are
combined to provide superior value to customers while also meeting sales and
profit goals.
ELEMENTS OF MARKETING MIX
The marketing mix consists of four main elements
A. Product
B. Price
C. Place/Physical Distribution
D. Promotion
These elements are used to popularly known as 4 P’s of the marketing.
Class XII Business Studies [Link] 9
1. Product: A product is defined as "anything of value" that is offered for sale in
the market. Colgate, Dove, and so on.
2. Price: the sum of money that a customer must pay in order to obtain a product
or service.
3. Place: Physical product distribution, i.e. making the product available to
customers at the point of sale.
4. Promotion: Informing customers about the products and convincing them to
purchase them.
PRODUCT
A product, in the eyes of the customer, is a collection of utilities that is purchased
because of its ability to meet a specific need.
CLASSIFICATION OF PRODUCTS
Products can be classified into two categories:
Class XII Business Studies [Link] 10
(i) Consumers ‘products,
(ii) Industrial products.
A. Shopping Efforts Involved
On the basis of the buyers' time and effort.
1. Convenience Products: Convenience goods are consumer products that are
frequently purchased for immediate use. Medicines, newspapers, stationery,
toothpaste, and so on.
2. Shopping Products: Shopping products are those in which buyers spend a
significant amount of time comparing the quality, price, style, suitability, and so on
at various stores before making a final purchase. For example, electronic goods,
automobiles, and so on.
3. Specialty Products: Specialty products are goods that have unique
characteristics that compel customers to go out of their way to purchase them. For
example, art, antiques, and so on.
B. Durability of Products
1. Non-durable Products: These are consumer goods that are consumed in a short
period of time. For example, milk, soap, stationery, and so on.
2. Durable Products: Tangible items that can withstand repeated use, such as a
refrigerator, radio, bicycle, and so on.
3. Services: Intangible services are those activities, benefits, or satisfactions that
are sold, such as dry cleaning, watch repairs, hair cutting, postal services, doctor
services, and so on.
INDUSTRIAL PRODUCTS
Industrial products are those that are used as inputs in the manufacturing process.
Class XII Business Studies [Link] 11
Characteristics
•Number of Buyers
• Channel Levels
• Geographic Concentration
• Derived Demand
• Role of Technical Considerations
• Reciprocal Buying
• Leasing Out
Classification
• Materials and Parts: items that are completely incorporated into the
manufacturer's products.
• Capital Items: the manufacture of finished goods, such as installations and
equipment.
Class XII Business Studies [Link] 12
• Supplies and Business Services: short-term goods and services that aid in the
development or management of the final product. Repairs and maintenance, for
example.
BRANDING:
Branding is the process of creating a corporate brand identity for consumers and
imprinting that brand identity on their minds, which necessitates brand positioning
and brand management. Amazon's Jeff Bezos
The process of developing a product's distinct identity. It is the process of
identifying a product by using a name, term, symbol, or design alone or in some
combination.
Brand: A name, term, sign, design, or some combination of the above used to
identify and differentiate the seller's products from those of competitors.
Advantages to the Marketers
•Enables Product Differentiation Through Marking: It aids in distinguishing its
product from that of its competitors.
•Aids in the development of advertising and display programs
•Differential Pricing: It allows a company to charge different prices for different
products.
•Ease of New Product Introduction
Advantages to the Customers
•Aids in Product Identification: Assists customers in identifying products.
•Ensures Quality: Ensures product quality
•Status Symbol: Brands become status symbols due to their quality As an
example, consider Benz automobiles.
Characteristics of Good Brand Name
•Short, simple to say, spell, recognize, and remember
Class XII Business Studies [Link] 13
•Suggest the product's advantages and characteristics.
•Different from other products
•Adaptable to packing or labeling requirements, as well as different advertising
media and languages.
• Versatile enough to accommodate new products; • Legally registered and
protected
PACKAGING
Packaging: The act of designing and developing a product's container or wrapper.
Because good packaging often aids in the sale of a product, it is referred to as a
silent salesman.
Levels of Packaging
1. Primary Package: This is the product's immediate container/covering, such as
toffee in a wrapper, a match box, a soap wrapper, and so on.
2. Secondary Package: It's all about additional layers of protection that are kept
until the product is ready for use, such as a red cardboard box for Colgate
toothpaste.
3. Transportation Package: refers to additional packaging components required
for storage, identification, and transportation, such as putting a package of toffees
into cardboard boxes for storage at a manufacturer's warehouse and transportation.
Functions of Packaging
• Product Identification: Packaging aids in product identification.
• Product Protection: The primary function of the packaging is to protect the
product.
• Facilitating Product Usage: It makes transportation, stocking, and consumption
easier.
• Product Promotion: Packaging makes sales promotion easier.
Class XII Business Studies [Link] 14
• Rising Health and Sanitation Standards: It is believed that there is minimal
adulteration in packaged goods.
• Self-Service Outlets: Good and appealing packaging can help to promote a
product.
• Opportunities for Innovation: Packaging innovation has increased the shelf life
of products.
For example, tetra packs for milk.
• Product differentiation: The color, size, material, and other characteristics of
packaging influence customers' perceptions of the product's quality.
LABELLING
Labeling is the process of affixing identification marks to a package. Labels are
information carriers that provide information such as the name of the product, the
name of the manufacturer, the contents of the product, the expiry and
manufacturing date, general information for use, weight, and so on.
Labels perform following functions:
1. Identify the product: It assists customers in identifying the product among the
various types of products available. For example, the purple color of a Cadbury
chocolate label easily distinguishes it from other chocolates.
2. Describe and specify the product's contents: The manufacturer provides all
information regarding the product's contents, etc.
3. Product grading: With the help of labels, products can be classified into
different categories based on quality, nature, and so on, for example: Brooke Bond
Red Label, Brooke Bond Yellow Label, Brooke Bond Green Label, and so on.
4. Aids in product promotion: Attractive and colorful labels excite customers and
entice them to purchase the products. For example, 40 percent extra free, as stated
on detergent, buy two get one free, and so on.
5. Providing legal information: There is a legal requirement to print the batch
number, maximum retail price, weight/volume on all products, and a statutory
warning on the packet of cigarettes, “Smoking is harmful to one's health”: In the
Class XII Business Studies [Link] 15
event of a hazard on/poisonous material, appropriate safety warnings should be
posted.
II. PRICING
Meaning of Price:
It is considered as the sum of the values that customers exchange in exchange for
the benefit of owning or using the product. Price can thus be defined as the sum of
money paid by a buyer (or received by a seller) in exchange for the purchase of a
product or service.
FACTORS DETERMINING PRICE DETERMINATION:
1. Pricing Objectives
• The marketing firm's goal is to maximize profits. Pricing objectives can be
determined in both the short and long run. If the company wants to maximize
profits in the short run, it will charge the highest price for its products. However, in
order to maximize its total profit in the long run, it would choose a lower per unit
price in order to capture a larger share of the market and earn higher profits
through increased sales.
2. Product cost:
• Price should cover all costs and aim to earn a reasonable profit above and beyond
the cost.
• It takes into account the costs of manufacturing, distribution, and sale of the
product.
• Costs establish the floor price, or the lowest price at which the product can be
sold.
• The price should rise. Total costs (Fixed costs/overheads + Variable costs +
Semi-variable costs) in the long run, but in certain circumstances (introduction of a
new product or entry into a new market), the product price may not cover all costs
for a short period of time.
Class XII Business Studies [Link] 16
3. Utility and demand:
• The utility provided by the product, as well as the demand for the product,
determine the maximum price that a buyer will be willing to pay for that particular
product.
• Buyers would be willing to pay until the utility of the demand exceeded or
equaled the utility derived from it.
• According to the law of demand, consumers buy more at a lower price.
• Demand elasticity is the responsiveness of demand to changes in product prices.
If a small change in price leads to a larger change in quantity demanded, demand is
elastic. Firms can set higher prices if demand is inelastic.
4. Extent of Competition in Market:
Before setting prices, competitors' prices and anticipated actions must be
considered.
5. Government Policies:
In the public interest, the government can intervene to regulate product prices.
6. Marketing Methods Used:
Other marketing elements such as distribution system, sales promotion efforts,
packaging type, product differentiation, credit facility, and so on all have an impact
on the price fixing process.
III. PHYSICAL DISTRIBUTION
• A series of decisions must be made in order to make the product available for
purchase and consumption by customers.
• The marketer must ensure that the product is available in sufficient quantities, at
the appropriate time, and in the appropriate location.
• A channel of distribution is a group of companies and individuals who take title,
or assist in the transfer of title, to specific goods or services as they move from
producers to consumers.
Class XII Business Studies [Link] 17
• Choosing an appropriate channel of distribution is a critical marketing decision
that affects an organization's performance. It is a strategic decision whether the
firm will use direct marketing channels or long channels involving a number of
intermediaries.
1. Order Processing: Provide accurate and timely order processing, without which
orders would arrive late or in the wrong quantity. As a result, customers will be
dissatisfied, with the risk of losing business and goodwill.
2. Transportation: It transports goods from manufacturers to consumers, making
the product available at the point of sale.
3. Inventory control: Choosing the level of inventory is an important inventory
decision. Additional demand can be met in less time, and inventory requirements
will be minimal.
4. Warehousing: The act of storing and sorting products in order to create time
utility in them is referred to as warehousing. It is required to bridge the gap
between the time the product is manufactured and the time it is distributed for
consumption.
Components of physical distribution:
Functions of Distribution Channels
1. Sorting: Middlemen obtain supplies of goods from a variety of sources, which
are not always of the same quality.
2. Accumulation: the accumulation of goods into larger homogeneous stocks that
aid in the maintenance of a continuous flow of supply.
3. Allocation entails dividing homogeneous stock into smaller, more marketable
lots.
4. Assorting: the collection of products for resale.
5. Product Promotion: Middlemen take part in activities such as demonstrations,
special displays, and so on.
6. Bargaining: Manufacturers, intermediaries, and customers bargain over price,
quality, and other issues.
Class XII Business Studies [Link] 18
7. Risk Taking: Merchant middlemen take title to the goods, assuming risks such
as price and demand fluctuations, spoilage, destruction, and so on.
CHANNELS OF DISTRIBUTION
• Consists of a network of firms, individuals, merchants, and functionaries who
assist in the transfer of title to a product from the producer to the end consumer.
• Intermediaries help to cover a large geographical area and increase distribution
efficiency, including transportation, storage, and negotiation. They also provide
customers with convenience by having a variety of items available in one location,
as well as serving as an authentic source of market information because they are in
direct contact with the customer.
TYPES OF CHANNELS:
Direct Channel ( Zero Level)
The manufacturer and the customer establish a direct relationship. Manufacturer-
Customer. For example, mail order, internet, and door-to-door sales.
Indirect Channel
The distribution network is referred to as indirect when a producer uses one or
more intermediaries to move goods from the point of production to the point of
sale.
1. Manufacturer-Retailer-Customer (One Level Channel)
Between the manufacturers and the customers, one intermediary, namely retailers,
is used. Typically used for high-end items such as watches, appliances,
automobiles (Maruti Udyog), and so on.
2. Manufacturer-wholesaler-Retailer-customer (Two Level Channel):
This channel is primarily used for consumer goods distribution. Typically used for
consumer goods such as soaps, salt, and so on.
Class XII Business Studies [Link] 19
3. Manufacturer → Agent → Wholesaler → Retailer → Customer (Three
Level Channel):
Manufacturers use their own selling agents or brokers in this case, who connect
them with wholesalers, then retailers, and finally consumers.
Factors Determining Choice of Channels of Distribution
The selection of an appropriate channel of distribution is a critical marketing
decision.
1. Product Related Factors: The nature of the product, whether it is industrial or
consumer goods, perishable or nonperishable, etc., determines the distribution
channels used.
2. Company Characteristics: The company's financial strength and the level of
control it wishes to exert over other channel members. Short channels are used to
exert more control over intermediaries and vice versa.
3. Competitive Factors: Companies may copy the channels used by their
competitors.
4. Market Factors: The size of the market as well as the geographical
concentration of potential buyers influence channel selection.
5. Environmental Factors: Legal constraints and a country's economic situation.
In a down economy, marketers use shorter distribution channels.
IV. PROMOTION
• Promotion is the use of communication with the dual goal of informing potential
customers about a product or a service as well as persuading them to purchase it.
• Promotion is a critical component of the marketing mix in which marketers use
various communication tools to encourage the exchange of goods and services in
the market.
• It is a set of promotional tools/techniques used by a company to entice and
persuade customers to buy its products.
Class XII Business Studies [Link] 20
PROMOTION MIX
A promotion mix is considered as a combination of promotional tools used by a
company to achieve its communication goals.
Promotion mix tools:
(i) Advertising,
(ii) Personal Selling,
(iii) Sales Promotion,
(iv) Publicity.
1. ADVERTISING
Advertising, as defined by a specific sponsor, is a paid form of nonpersonal
presentation and promotion of goods, services, or ideas.
The most widely used promotional tool. It is a cold, impersonal form of
communication that is paid for by marketers (sponsors) to promote their products
and services. Newspapers, magazines, television, and radio are all common
mediums.
FEATURES
• Paid form: The sponsor must bear the cost of communicating with customers.
• Lack of personalization: There is no direct face-to-face contact between the
prospect and the advertiser.
• Identified sponsor: Advertising is done by a specific person or company.
MERITS
Class XII Business Studies [Link] 21
• Mass Reach: a large number of people can be reached across a large
geographical area.
• Increasing customer satisfaction and trust.
• Expressiveness: It is a powerful medium of communication.
• Economy: Because of its wide reach, is a very cost-effective mode of
communication.
LIMITATIONS
• Less Forceful: There is no pressure on the prospects to listen to the message.
• Feedback Deficit:
• Inflexibility: It is less flexible because the message is standardised and not
tailored to the individual.
• Low Efficacy: It is difficult to get advertising messages heard by the intended
prospects.
OBJECTIONS TO ADVERTISING
Some critics argue that advertising is a social waste because it raises costs,
multiplies people's needs, and undermines social values.
1. Adds to Cost: Unnecessary advertising raises the cost of the product, which is
then passed on to the buyer in the form of high prices.
2. Undermines Social Values: It undermines social values while encouraging
materialism.
3. Confuses the Buyers: A similar product of the same nature/quality confuses the
buyer.
4. Encourages Sale of Inferior Products: It makes no distinction between
superior and inferior goods.
Class XII Business Studies [Link] 22
5. Some Advertisements are in Bad Taste: These depict something that some
people do not agree with.
2. PERSONAL SELLING
Personal selling entails personally contacting prospective buyers of a product, i.e.
engaging in a face-to-face interaction between seller as well as the buyer for the
purpose of sale.
Features of the Personal Selling
1. Under personal selling, personal contact is established.
2. Establishing relationships with prospective customers, which are critical in
closing sales.
3. Oral communication
4. Quick response to queries.
Merits of Personal Selling
1. Flexibility
2. Direct Feedback
3. Minimum wastage
ROLE OF PERSONAL SELLING
Importance to Business Organisation
(i) Effective Promotional Tool
(ii) Versatile Tool
(iii) Reduces Effort Wastage
(iv) Consumer Attention
(v) Long-Term Relationship
Class XII Business Studies [Link] 23
(vi) Personal Relationship
(vii) Role in the Introduction Stage
(viii) Customer Relationship
Importance to Customers
(i)Assist in the Identification of Needs
(ii) Up-to-date market information
(iii) Expert advice
(iv) Customers are enticed
Importance to Society
(i)Converts the most recent demand
(ii) Employment Possibilities
(iii) Job Opportunities
(iv) Salesperson Mobility
(v) Standardization of Products
3. SALES PROMOTION
Short-term incentives or other promotional activities that aim to pique a customer's
interest in purchasing a product are referred to as sales promotion.
Merits of Sales Promotion
•Attention Value: Using incentives, attract people's attention.
•Useful in New Product Launch: Sales promotion tools persuade people to
abandon their usual purchasing habits and try new products.
Class XII Business Studies [Link] 24
•Synergy in Total Promotional Efforts: Sales promotion activities contribute to
the overall effectiveness of a company's promotional efforts.
Limitations of Sales Promotion
•Reflects Crisis: A company that frequently relies on sales promotion activities
may give the impression that it is unable to manage its sales and that its products
are unpopular.
•Damages Product Image: Customers may believe that the products are of poor
quality or are overpriced.
Commonly used Sales Promotion Activities
•Product Combination: Including another product as a free gift with the purchase
of one.
•Rebate: Providing products at reduced prices.
•Instant draws and assigned gifts: Scratch a card and instantly win a prize with
the purchase of a TV, Tea, or Refrigerator, for example.
•Lucky Draw: a lucky draw coupon for free gasoline when a certain amount is
purchased, and so on.
•Useful Benefit: 'Purchase goods worth Rs 3000 and get a holiday package worth
Rs 3000 free,' and so on.
•Full finance at 0%: Many marketers of consumer durables such as electronics,
automobiles, and so on offer simple financing schemes such as "24 easy
instalments" and so on.
•Contests: Holding competitive events that require the use of skills or luck, etc.
•Quantity Gift: Providing an extra quantity of the product, for example, "Buy
three, get one free."
•Refunds: Refunding a portion of the price paid by the customer upon presentation
of proof of purchase.
•Discount: Selling products at a lower price than the list price.
Class XII Business Studies [Link] 25
•Sampling: Provide free product samples to potential customers. Typically used at
the time of a product's introduction.
4. PUBLICITY:
Publicity occurs when favorable news about a product or service is broadcast in the
mass media. For example, if a manufacturer makes a breakthrough in the
development of a car engine and this news is covered by television, radio, or
newspapers as a news item.
Features of publicity are:
I. Publicity is a form of communication that is not compensated.
II. There is no identified sponsor
5. PUBLIC RELATIONS
Public relations encompasses a wide range of tactics and is typically concerned
with providing information to independent media outlets in the hope of obtaining
favorable coverage. It also includes a mix of promoting specific products, services,
and events as well as promoting an organization's overall brand, which is an
ongoing tactic.
Role of Public Relations:
1. Press Relations: A press release is an announcement of an event, performance,
or other newsworthy item issued to the press by an organization's public relations
professional. It is written in the form of a positive story with an appealing heading
in order for the media to quickly grasp and spread the message.
2. Product promotion: The company tries to draw attention to new products by
organizing sporting and cultural events such as news conferences, seminars, and
exhibitions, among other things.
3. Corporate Communication: The image of the organization is promoted
through newsletters, annual reports, brochures, and other means.
Class XII Business Studies [Link] 26
4. Lobbying: The organization maintains cordial relations with government
officials and ministers in charge of corporate affairs, industry, and finance in
regard to business and economic policies.
5. Counseling: The public relations department advises management on general
issues affecting the public and the company's position.
Maintaining good public relations also helps in achieving the following
marketing objectives:
(a) Building awareness
(b) Building credibility
(c) Stimulates sales force
(d) Lowers promotion costs
DIFFERENCE BETWEEN ADVERTISING AND PERSONAL SELLING
ADVERTISING
• An impersonal mode of communication
• The transmission of standardised messages
• An inflexible mode of communication
• Broad reach
• Low cost per person reached
• Cover the market in a short period of time.
• Makes use of mass media
• Lacks direct feedback
• Effective in generating and maintaining interest
• Consumers are the primary target market
Class XII Business Studies [Link] 27
PERSONAL SELLING
• Personal form of communication
• Non-standardised messages
• Flexibility
• Limited reach
• High cost per person
• Extensive efforts to cover the entire market
• Makes use of sales personnel.
• Immediate and direct feedback
• Plays an important role in the awareness stage
• The Target market is comprised of industrial buyers
Class XII Business Studies [Link] 28
