GRADE XII
SUBJECT- BUSINESS STUDIES
CHAPTER 11
MARKETING MANAGEMENT
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
The marketing concept is a key to determining the needs, and desires of target markets, delivering
the desired satisfactions more efficiently and effectively by competitors is critical to achieving
organisational 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 selling.
3. Customer Value:
Marketing is 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 come together to get the desired
goods or services from someone in exchange for something. For example, money is the
medium of exchange used to purchase or sell a product or service.
The following conditions need to be met for an exchange to take place:
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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 an 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
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 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 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. other marketing experiences or places (such as Walt Disney) (like tourist destinations).
Marketing activities are those undertaken by marketers 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 the process of organising, directing as well as controlling the activities associated
with marketing goods and services to meet the needs of customers and achieve organisational
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.”
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The Process of Management of Marketing Involves:
a. Identifying a target market
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 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 the seller to the buyer. The primary
goal of selling is to turn a product into cash.
Difference Between Marketing and Selling
Basis Marketing Selling
It is a broad term that encompasses a
variety of activities such as identifying
It is only a part of the marketing
Scope customer needs, product development,
process.
pricing, distribution, promotion, and
selling.
Satisfying the needs and desires of the Title transfer from the seller to the
Focus
customers to the greatest extent possible. consumer
Profits are generated as a result of Profits are generated by increasing
Aim
customer satisfaction. sales volume.
Creation of products that can meet
Emphasis Customer bending based on the product
the needs of the customers.
Start and
It begins before a product is
End It begins after a product is created.
manufactured.
Activities
Product, promotion pricing, and physical Efforts such as promotion and
Strategies
distribution are all part of the effort. persuasion are required.
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Marketing Management Philosophies
Marketing Concepts/Philosophies usually refer 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 organisational 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 maximisation.
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.
• 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 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:
• Gathering and Analysing Market Information: Collecting data on customer needs,
brand preferences, etc.
• Marketing Planning: Creating plans to meet marketing objectives.
• Product Designing and Development: Decisions on product attributes like quality and
packaging.
• Standardization and Grading: Ensures product uniformity and categorization.
• Packaging and Labelling: Designing product packages and labels for protection and
promotion.
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• Branding: Differentiates products, builds loyalty, and promotes sales.
• Customer Support Services: Provides after-sales services to enhance customer
satisfaction.
• Pricing of Product: Setting prices that reflect product value and market demand.
• Promotion: Informing and persuading customers to buy products.
• Physical Distribution: Ensuring products are available where and when needed.
• Transportation: Moving goods from production to consumption points.
• Storage or Warehousing: Storing products to maintain supply consistency.
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.
• To be successful, a company must make sound decisions after analysing 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 popularly known as the 4 P’s of marketing.
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 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.
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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:
(i) Consumers ‘products,
(ii) Industrial products.
A. Shopping Efforts Involved
Based on 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.
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B. Durability of Products
1. Non-durable Products: These are consumer goods that are consumed in a short period. 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.
Characteristics
• Number of Buyers
• Channel Levels
• Geographic Concentration
• Derived Demand
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• 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.
• 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
• It helps in distinguishing its product from that of its competitors.
• Aids in the development of advertising and display programs
• It allows a company to charge different prices for different products.
• Ease of New Product Introduction
Advantages to the Customers
• 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
• Suggest the product's advantages and characteristics.
• Different from other products
• Adaptable to packing or labelling requirements, as well as different advertising media and
languages.
• Versatile enough to accommodate new products;
• Legally registered and protected
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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 matchbox, 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.
• 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 colour, size, material, and other characteristics of packaging
influence customers' perceptions of the product's quality.
Labelling involves placing identification marks on a product's package. Labels provide essential
information such as the product name, manufacturer, contents, expiry and manufacturing dates,
and usage instructions.
Functions of Labelling:
1. Product Identification: Helps customers identify the product, e.g., the purple colour of a
Cadbury chocolate label.
2. Describe Product Contents: Provide detailed information about the product's contents.
3. Product Grading: Classifies products into different categories, e.g., Brooke Bond Red
Label, Yellow Label, and Green Label.
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4. Helps in Promotion: Attractive labels can entice customers, e.g., "40% extra free" on
detergent.
5. Legal Information: Includes required legal details like batch number, MRP, and safety
warnings.
Pricing
Meaning of Price:
Price is the sum of money paid by a buyer or received by a seller in exchange for a product or
service.
Factors Determining Price:
1. Pricing Objectives: Aim to maximise profits. Short-term goals may lead to higher prices,
while long-term goals focus on capturing market share with competitive pricing.
2. Product Cost: Price should cover all costs and include a reasonable profit margin. Costs
set the floor price, and prices should ideally cover total costs in the long run.
3. Utility and Demand: The maximum price is determined by the product's utility and
demand. If demand is elastic, small price changes lead to larger demand changes, allowing
for price adjustments.
4. Extent of Competition: Competitor prices and actions must be considered before setting
prices.
5. Government Policies: Government regulations may influence pricing to protect public
interests.
6. Marketing Methods Used: Factors like distribution, promotion, packaging, and product
differentiation impact price determination.
Physical Distribution
Physical distribution involves ensuring that products are available in sufficient quantities, at the
right time, and in the right place.
Key Components:
1. Order Processing: Accurate and timely processing is crucial to avoid delays and maintain
customer satisfaction.
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2. Transportation: Efficient transport ensures that goods reach customers promptly.
3. Inventory Control: Proper inventory management meets additional demand while
minimising stock levels.
4. Warehousing: Storing and sorting products to create time utility, bridging the gap between
production and 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.
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 consist of a network of firms, individuals, merchants, and functionaries
that assist in transferring a product from the producer to the end consumer. Intermediaries help
cover large areas, improve distribution efficiency, and provide convenience by offering a variety
of products in one location.
Types of Channels:
1. Direct Channel (Zero Level):
a. The manufacturer directly interacts with the customer.
b. Examples: Mail order, internet, door-to-door sales.
2. Indirect Channel:
. Involves intermediaries between the manufacturer and the customer.
a. One Level Channel: Manufacturer → Retailer → Customer
Used for high-end products like watches and automobiles.
b. Two Level Channel: Manufacturer → Wholesaler → Retailer → Customer
Common for consumer goods like soaps and salt.
c. Three Level Channel: Manufacturer → Agent → Wholesaler → Retailer →
Customer
Used when manufacturers employ agents or brokers.
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Factors Determining Choice of Channels:
1. Product Related Factors: Depends on whether the product is industrial or consumer
goods, perishable, etc.
2. Company Characteristics: Financial strength and the desired level of control over
intermediaries affect channel selection.
3. Competitive Factors: Channels used by competitors may influence the choice.
4. Market Factors: Market size and buyer concentration are crucial.
5. Environmental Factors: Legal constraints and economic conditions influence the channel
choice.
Promotion
Promotion involves communication aimed at informing and persuading potential customers about
a product or service, encouraging the exchange of goods and services.
Promotion Mix:
1. Advertising:
A paid, non-personal form of promotion widely used across newspapers, magazines, television,
and radio.
a. Features:
▪ Paid for by sponsors.
▪ Lacks personalization.
▪ Has an identified sponsor.
b. Merits:
▪ Mass Reach: Can reach large audiences across geographical areas.
▪ Expressiveness: A powerful communication medium.
▪ Economy: Cost-effective due to its wide reach.
c. Limitations:
▪ Less forceful, no direct feedback, inflexible, and may have low efficacy.
2. Personal Selling: Direct interaction between the seller and the buyer.
3. Sales Promotion: Short-term incentives to encourage product purchase.
4. Publicity: Non-paid promotion, often through media coverage.
Objections to Advertising
Some critics argue that advertising is a social waste because it raises costs, multiplies people's
needs, and undermines social values.
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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.
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 the seller as well as the buyer for 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
(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
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(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 promotions.
Merits of Sales Promotion
• Attention Value: Using incentives, to attract people's attention.
• Useful in New Product Launch: Sales promotion tools persuade people to abandon their
usual purchasing habits and try new products.
• 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 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.
• Sampling: Provide free product samples to potential customers. Typically used at the time
of a product's introduction.
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4. Publicity
Publicity occurs when favourable 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
1. Uncompensated Communication:
o Publicity involves communication that is not paid for by the organisation.
2. No Identified Sponsor:
o Publicity does not have a direct sponsor identified in the message, making it appear
more neutral or objective.
Public Relations (PR)
Public relations involve various strategies aimed at providing information to independent media
with the hope of gaining favourable coverage. It is also concerned with promoting specific
products, services, events, and the overall brand of an organisation.
Role of Public Relations:
1. Press Relations: Issuing press releases to announce events, performances, or other
newsworthy items, aiming to attract positive media coverage.
2. Product Promotion: Drawing attention to new products through organised events such as
news conferences, seminars, and exhibitions.
3. Corporate Communication: Promoting the organisation’s image through newsletters,
annual reports, brochures, and other communication materials.
4. Lobbying: Maintaining good relations with government officials and ministers, especially
concerning business and economic policies.
5. Counselling: Advising management on general public issues and positioning the company
favourably in public discourse.
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
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• Broad reach
• Low cost per person reached
• Cover the market in a short time.
• Makes use of mass media
• Lacks direct feedback
• Effective in generating and maintaining interest
• Consumers are the primary target market
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
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