Marketing Environment in India
The Indian Marketing Environment
At the end of this module the learning outcomes are:-
1) What are the various components of the marketing environment?
2) How the Indian marketing environment is changing as times change?
3) How are the new economic policies impacting the marketing environment?
4) What are the marketing challenges in the new environment.
We have said Marketing is the delivery of a total offer to the consumer in such a manner that.
a) The offer fulfils the needs of the consumer. b) Terms and attributes of the offer are acceptable c) All the organisational goals including profits are achieved in the process.
Marketing Mix
How does a firm make such offer to the consumer :-
1.) A product that would meet the identified needs of the chosen consumer group.
2.) Performs distribution / placement functions like transportation, warehousing channel management etc.
3.) Carries out a number of promotion measure like personal selling, advertising, sales promotional programmes with a view to communicating with the consumer.
4.) The pricing mechanism to achieve consummation of the marketing process.
Four elements of marketing are – Product, Pricing, Placement and Promotion which constitutes MARKETING MIX.
1.Product
▪ Product mix/lines ▪ Quality, models, size ▪ Packaging ▪ Merchandising ▪ Service, presale and aftersale.
1. Price
.Policies, level of prices, level of margins, discounts. Terms of delivery, payment terms.
3.. Placements
Channels of distribution types of intermediaries. Location of outlets, channel remuneration.
4.Promotion
❖ Personal selling, quality of sales force ❖ Advertising: Media mix, budgets allocations and programmes. ❖ Sales promotional efforts, contests ❖ Publicity and Public relations.
Assembling and managing the marketing mix is the main job in the whole marketing
At the end of this module the learning outcomes are:-
1) What are the various components of the marketing environment?
2) How the Indian marketing environment is changing as times change?
3) How are the new economic policies impacting the marketing environment?
4) What are the marketing challenges in the new environment.
We have said Marketing is the delivery of a total offer to the consumer in such a manner that.
a) The offer fulfils the needs of the consumer. b) Terms and attributes of the offer are acceptable c) All the organisational goals including profits are achieved in the process.
Marketing Mix
How does a firm make such offer to the consumer :-
1.) A product that would meet the identified needs of the chosen consumer group.
2.) Performs distribution / placement functions like transportation, warehousing channel management etc.
3.) Carries out a number of promotion measure like personal selling, advertising, sales promotional programmes with a view to communicating with the consumer.
4.) The pricing mechanism to achieve consummation of the marketing process.
Four elements of marketing are – Product, Pricing, Placement and Promotion which constitutes MARKETING MIX.
1.Product
▪ Product mix/lines ▪ Quality, models, size ▪ Packaging ▪ Merchandising ▪ Service, presale and aftersale.
1. Price
.Policies, level of prices, level of margins, discounts. Terms of delivery, payment terms.
3.. Placements
Channels of distribution types of intermediaries. Location of outlets, channel remuneration.
4.Promotion
❖ Personal selling, quality of sales force ❖ Advertising: Media mix, budgets allocations and programmes. ❖ Sales promotional efforts, contests ❖ Publicity and Public relations.
Assembling and managing the marketing mix is the main job in the whole marketing