Marketing Management

Img: 1 2

Details

Textbook:
Pages : 500; Paperback;
210 X 275 mm approx.

Workbook:
Pages : 282; Paperback;
210 X 275 mm approx, Sample Applied Theory Questions

Pricing

Textbook Price: Rs. 900;
Workbook Price: Rs. 700;
Available only in INDIA

Buy Now

Please allow 5 to 10 days for delivery.

Detail Table of Contents

Click below to view
HTML PDF

<< Detail Table of Contents

Marketing: The Development of a Concept : Chapter 1

SUMMARY: Marketing is the process of creating, pricing, distributing and promoting goods, services, individuals, places or ideas. It facilitates exchange, that is, exchanging a product in return for something of value. Marketing creates utilities like form utility, place utility, time utility and possession utility.

Marketing has developed through four stages, namely, the production era, the sales era, the marketing era and the societal marketing era.

Delivering products, which give value and satisfaction to the customer, is the main goal of marketers. But over concentration on any one feature(s) like production, distribution etc., leads to marketing myopia. A business firm markets its products to satisfy customer needs and wants, and in turn, achieve its own goals. The important features of marketing are customer orientation, long-term profitability and functional integration.

Technological changes have brought about a rapid change in the marketplace. As a result, there is intense competition among firms. Companies are adopting new methods like reengineering, outsourcing, benchmarking, e-commerce, etc., to outsmart competitors. Marketers are trying to adjust to this change by customizing their products, identifying target markets, managing customer databases, developing integrated marketing communication and building long term relationships with their customers.