Chapter 10: Marketing Management - Important Topics:
- Meaning of Market and Marketing
- Features of Marketing
- Marketing Management: Meaning and Process
- Difference between Marketing and Selling
- Marketing Management Philosophies (Concepts)
- Functions of Marketing
- Role of Marketing
- Marketing Mix (4 Ps: Product, Price, Place, Promotion)
- Classification of Products (Consumer & Industrial)
- Branding, Packaging, and Labelling
- Pricing: Meaning and Factors Affecting Price Determination
- Physical Distribution and Channels of Distribution
- Promotion: Advertising, Personal Selling, Sales Promotion, Publicity & Public Relations
Market (മാർക്കറ്റ്)
The term market refers to the place where buyers and sellers gather to enter into transactions involving the exchange of goods and services.
The term market used in various contexts is given below:
1. Product market (Pepper market, Vegetable market, Share market etc.)
2. Geographical market – (Local market, National market, International market)
3. Based on types of buyers (Consumer market and Industrial market)
4. Based on quantity of goods (Wholesale and Retail market)
Market in modern sense - the term market has a wider meaning; it refers to the aggregate potential demand for a product or service.
Marketing (മാർക്കറ്റിംഗ്)
According to Philip Kotler “Marketing is a social process by which individuals and groups obtain what they need and want through creating, offering and freely exchanging products and services of value with others.”
Features of Marketing (മാർക്കറ്റിന്റെ പ്രത്യേകതകൾ)
- Needs and wants (വ്യക്തികളുടെ ആഗ്രഹങ്ങളും ആവശ്യങ്ങളും)
- Creating a market offering (ഉല്പന്നങ്ങൾ ഉപഭോക്താവിലേക്ക് എത്തിക്കുക)
- Customer value (ഉപഭോക്താവിന്റെ മൂല്യം)
- Exchange mechanism (ഉല്പന്നങ്ങളുടെയും സേവനങ്ങളുടെയും കൈമാറ്റം)
What Can Be Marketed (എന്തൊക്കെയാണ് മാർക്കറ്റ് ചെയ്യുന്നത്)
A person can market any valuable things like product, services, place, subject, event, etc.
Who Is Marketer (ആരാണ് മാർക്കറ്റർ)
Marketer refers to any person who takes more active part in the process of exchange.
Marketing Management
Marketing management means management of the marketing function. Marketing management refers to planning, organising, directing and control of the activities which facilitate exchange of goods and services between producers and consumers or users of products and services.
Process Of Marketing Management (മാർക്കറ്റിംഗ് മാനേജ്മെന്റ് പ്രക്രിയകൾ)
- Choosing a target market. (ലക്ഷ്യം വച്ച് മാർക്കറ്റ് തെരഞ്ഞെടുക്കുക)
- To create demand for a product (ഉല്പന്നത്തിന് ഡിമാൻഡ് ഉണ്ടാക്കുക)
- Creating, developing and communicating superior values for the customers satisfaction. (ഉപഭോക്താവിന്റെ താൽപര്യത്തിന് മുൻതൂക്കം കൊടുത്തുകൊണ്ട് കാര്യങ്ങൾ ചെയ്യുക.)
Marketing And Selling (വിപണനവും വില്പനയും)
Many people confuse that 'selling' or 'marketing'. They consider these two terms as one and the same. Marketing refers to a large set of activities of which selling is just one part.
Difference between Marketing and Selling (വിപണനവും വില്പനയും തമ്മിലുള്ള വ്യത്യാസം)
| Marketing | Selling |
| Marketing focuses on the need of the buyer | Selling focuses on the need of the seller |
| Marketing aims at long-term goals such as growth and stability | Selling aims at short-term profit maximisation |
| Marketing begins before production and continues even after sales | Selling is concerned with the distribution of goods already produced. |
| Marketing converts customer's needs into products | Selling converts products into cash |
| The principle caveat vendor (let the seller beware) is followed | The principle caveat emptor (let the buyer beware) is followed |
Answer Structure: Create a table with four clear points of distinction, such as focus, scope, goal, and process. (4 marks)
Marketing Management Philosophies (മാർക്കറ്റിംഗ് മാനേജ്മെന്റ് സങ്കല്പങ്ങൾ)
The concept or philosophy of marketing has evolved over a period of time, and is discussed as follows.
- Production concept (ഉല്പാദന സങ്കൽപ്പം): It was believed that profits could be maximised by producing at large scale, thereby reducing the average cost of production. It was also assumed that consumers would favour those products which were widely available at an affordable price.
- Product concept (ഉൽപ്പന്ന സങ്കൽപ്പം): The focus of business activity changed to bringing continuous improvement in the quality, incorporating new features etc. Thus, product improvement became the key to profit maximisation of a firm.
- Selling concept (വില്പന സങ്കൽപ്പം): The use of promotional techniques such as advertising, personal selling, etc were considered essential for selling of products, through this way the selling product increased.
- Marketing concept (മാർക്കറ്റിംഗ് സങ്കൽപ്പം): Marketing orientation implies that focus on satisfaction of customer's need is the key to the success of any organisation in the market.
- Societal marketing concept (സാമൂഹിക മാർക്കറ്റിംഗ് സങ്കൽപ്പം): Apart from the customer satisfaction, it pays attention to the social, ethical and ecological aspects of marketing.
| Philosophies/ Bases | Production Concept | Product Concept | Selling Concept | Marketing Concept | Societal Concept |
|---|---|---|---|---|---|
| Starting Point | Factory | Factory | Factory | Market | Market, Society |
| Main Focus | Quantity of product | Quality, performance, features | Existing product | Customer needs | Customer needs and society's well being |
| Means | Availability and affordability | Product improvements | Selling and promoting | Integrated marketing | Integrated marketing |
| Ends | Profit through volume | Profit through product quality | Profit through sales volume | Profit through customer satisfaction | Profit through customer satisfaction and social welfare |
Answer: Societal Marketing Concept.
Functions of Marketing (മാർക്കറ്റിംഗിന്റെ ധർമ്മങ്ങൾ)
1. Gathering and analysing market information (മാർക്കറ്റിലെ വിവരങ്ങൾ അന്വേഷിക്കലും വിശകലനം നടത്തലും): One of the important functions of a marketer is to gather and analyse market information. This is necessary to identify the needs of the customers and take various decisions for the successful marketing of the products and services.
2. Market planning (വിപണന ആസൂത്രണം): Another important activity or area of work of a marketer is to develop appropriate marketing plans so that the marketing objectives of the organisation can be achieved.
3. Product Designing and development (ഉല്പന്നത്തിന്റെ രൂപകല്പനയും വികസനവും): Another important marketing activity or decision area relates to product designing and development. The design of the product contributes to making the product attractive to the target customers.
4. Standardisation and Grading (നിലവാരപ്പെടുത്തലും തരംതിരിക്കലും): Standardising refers to producing goods to predetermined specifications. Which help in achieving uniformity and consistency in the output. Grading is the process of classification of products into different groups, on the basis of some of its important characteristics such as quality, size, etc.
5. Packaging and labelling (പാക്കേജിംഗും ലേബലിങ്ങും): Packaging may be defined as the function of designing and producing the package for a product. A package is a container or a wrapper or a box in which a product is enclosed or sealed. Labelling means putting identification mark on the package. A label contains details regarding the product and the manufacturer.
6. Branding (ബ്രാൻഡിംഗ്): Brand names help in creating product differentiation i.e., providing basis for distinguishing the product of a firm with that of the competitor.
7. Customer support services (ഉപഭോക്താക്കളെ സഹായിക്കുന്നതിനുള്ള സേവനം): A very important function of the marketing management relates to developing customer support services such as after sales services, handling customer complaints and adjustments.
8. Pricing of product (ഉല്പന്നത്തിന്റെ വില നിശ്ചയിക്കൽ): Price of product refers to the amount of money customers have to pay to obtain a product. Price is an important factor affecting the success or failure of a product in the market.
9. Promotion (പ്രമോഷൻ): Promotion of products and services involves informing the customers about the firm's product, its features, etc., and persuading them to buy the products.
10. Physical distribution (ഫിസിക്കൽ ഡിസ്ട്രിബ്യൂഷൻ): In physical distribution include two decisions: (a) Decision regarding channels of distribution, (b) Physical movement of the product from where it is produced to a place where it is required by the customers.
11. Transportation (ഗതാഗതം): Transportation involves physical movement of goods from one place to the other.
12. Storage and Warehousing (സംഭരണവും വെയർഹൗസിങ്ങും): It is the process of holding and preserving goods between the time of their production and the time of sale.
Role Of Marketing (മാർക്കറ്റിംഗിന്റെ പങ്ക്)
(i) Role in firm (സ്ഥാപനത്തിലുള്ള പങ്ക്): The modern concept of marketing plays a significant role in achieving the objectives of a firm. It emphasises that customer satisfaction is the key to the survival and growth of an organisation.
(ii) Role in economy (സമ്പദ്ഘടനയിലുള്ള പങ്ക്): Marketing plays a significant role in the development of an economy. It acts as a catalyst in the economic development of a country and helps in raising the standards of living of the people.
Marketing Mix (മാർക്കറ്റിംഗ് മിശ്രിതം)
Marketing mix is the term used to describe the combination of the four inputs which constitute the core of the company's marketing system: the product, the price structure, the promotional activities and distribution system.
Elements Of Marketing Mix (മാർക്കറ്റിംഗ് മിശ്രിത്തിന്റെ ഘടകങ്ങൾ) - The 4 Ps
- Product (ഉൽപ്പന്നം)
- Price (വില)
- Place (സ്ഥലം)
- Promotion (പ്രമോഷൻ)
Answer Structure: Define Marketing Mix (1 mark). Explain each of the 4 Ps (Product, Price, Place, Promotion) in one or two sentences with examples (4 marks).
Product (ഉൽപ്പന്നം)
Product means goods or services or 'anything of value', which is offered to the market for sale. A product is anything that can be offered to a market for attention, acquisition, use or consumption; it includes physical objects, services, personalities, place, organisation and ideas.
Classification of Products:
Consumer Products (കൺസ്യൂമർ പ്രൊഡക്ട്സ്)
Products, which are purchased by the ultimate consumers or users for satisfying their personal needs and desires.
1. Based on Shopping efforts involved (ഷോപ്പിങ് എഫേർട്ട്സ് ഉൾപ്പെട്ടവ)
- (i) Convenience products (കൺവീനിയൻസ് ഉല്പന്നങ്ങൾ): Purchased frequently, immediately, and with minimum effort. e.g., cigarettes, ice creams, medicines, newspaper.
- (ii) Shopping products (ഷോപ്പിങ് ഉല്പന്നങ്ങൾ): Buyers devote considerable time to compare quality, price, style, etc. e.g., clothes, jewellery, furniture, TV.
- (iii) Speciality products (സ്പെഷാലിറ്റി ഉല്പന്നങ്ങൾ): Products with unique features for which buyers make special efforts. e.g., rare paintings, antique collections, a specific brand of luxury car.
2. Based on Durability of products (ഈടുനിൽക്കുന്ന ഉല്പന്നങ്ങൾ)
- (i) Non-durable products (ഈടുനിൽക്കാത്ത ഉല്പന്നങ്ങൾ): Consumed in one or few uses. e.g., toothpaste, detergents, soap.
- (ii) Durable products (ഈടുനിൽക്കുന്ന ഉല്പന്നങ്ങൾ): Tangible products that survive many years. e.g., refrigerator, bike, chair.
- (iii) Services (സേവനം): Intangible activities, benefits, or satisfactions offered for sale. e.g., postal service, doctor, teacher.
Industrial Products (വ്യവസായ ഉല്പന്നങ്ങൾ)
Industrial products are those products, which are used as inputs in producing other products. The examples of such products are raw materials, engines, machines, tools etc.
The industrial goods classified into the major categories:
- (i) Materials and parts (മെറ്റീരിയലുകളും ഭാഗങ്ങളും): Goods that enter the product completely. e.g., raw materials like cotton, oil seed; manufactured parts like tyres, batteries.
- (ii) Capital items (മൂലധന ഇനങ്ങൾ): Long-lasting goods used in production. e.g., installations (elevators, computers) and equipment (hand tools, fax machines).
- (iii) Supplies and business services (സപ്ലൈസും ബിസിനസ്സ് സേവനങ്ങളും): Short-lasting goods and services that facilitate production. e.g., lubricants, paint, maintenance services.
Answer: (a) Newspaper.
Branding (ബ്രാൻഡിങ്)
A name or design or both used to identify the product is known as branding. The branding differentiates the product from other product or competitors.
Terms related to branding:
- Generic name: It means the name of the whole class of a product. E.g., soap, book, pen.
- Brand: It is a name, term, symbol or design to identify the goods or services. E.g., Pears, Classmate.
- Brand name: It is a part of the brand consisting of a word, letter or group of these that can be pronounced. E.g., Lux, Reynolds.
- Brand mark: It is a part of brand that appears as a symbol, design, picture etc. which cannot be pronounced. E.g., symbol of LIC, emblem of SBI.
- Trade mark: It is the legal version of a brand. It is a brand name or brand mark registered with legal authorities. Once it is registered, it is legally protected and others cannot use this as a duplicate.
Characteristics Of A Good Brand (ഒരു നല്ല ബ്രാൻഡിന്റെ സവിശേഷതകൾ)
- The brand name should be short, easy to pronounce and recognise. (ഉല്പന്ന നാമം എപ്പോഴും ചെറുതും ഉച്ചരിക്കാൻ പറ്റുന്നതും, മനസ്സിലാക്കാൻ പറ്റുന്നതുമായിരിക്കണം.)
- A brand should suggest the product's benefits and qualities. (ഒരു നല്ല ഉല്പന്ന നാമം ഉല്പ്പന്നത്തിന്റെ നേട്ടങ്ങളും ഗുണമേന്മയും വെളിപ്പെടുത്തുന്നതാവണം.)
- A brand name should be distinctive. (ഉല്പന്ന നാമം എപ്പോഴും വ്യത്യസ്തതയുള്ളതായിരിക്കും.)
- It should be capable of being registered and protected legally. (ഒരു ബ്രാൻഡ് എന്നത് നിയമപരമായ സംരക്ഷണം ഉള്ളതായിരിക്കണം.)
Packaging (പാക്കേജിംഗ്)
Packaging may be defined as the function of designing and producing the package for a product. A package is a container or a wrapper or a box in which a product is enclosed or sealed. It is absolutely necessary to provide protective packing to the goods so that they may not get damaged in transit.
Levels Of Packaging (പാക്കേജിംഗിന്റെ തലങ്ങൾ)
- Primary packaging (പ്രാഥമിക പാക്കേജ്): The product's immediate container. e.g., a toothpaste tube.
- Secondary packaging (ദ്വിതീയ പാക്കേജ്): Additional layers of protection kept till the product is ready for use. e.g., the cardboard box for the toothpaste tube.
- Transportation packaging (ട്രാൻസ്പോർട്ടേഷൻ പാക്കേജ്): Further packaging necessary for storage, identification or transportation. e.g., corrugated boxes containing 50 toothpaste tubes for shipping.
Importance of Packaging
- Rising standards of health and sanitation – More people prefer to buy packed goods as the chances of adulteration are minimum.
- It is suitable for self-service outlets.
- Innovational opportunities – New ideas in packaging increase the scope of marketing. e.g., soft drinks in special foil packages.
- Product differentiation – The colour, size, material of the packages help identify the product and its quality.
Functions Of Packaging (പാക്കേജിന്റെ ധർമ്മങ്ങൾ)
- Product identification (ഉല്പന്നം തിരിച്ചറിയൽ)
- Product protection (ഉല്പ്പന്നത്തിന്റെ സംരക്ഷണം)
- Facilitating use of product (ഉല്പന്നത്തിന്റെ ഉപയോഗം)
- Product promotion (ഉല്പന്നത്തിന്റെ പ്രമോഷൻ)
Labelling (ലേബലിങ്)
Labelling means putting identification mark on the package. A label contains details regarding the product and the manufacturer. It also gives information about the brand and grade of the product.
Functions Of Labelling (ലേബലിങ്ങിന്റെ ധർമ്മങ്ങൾ)
- Describe the product and specify the content. (ഉല്പന്നത്തെക്കുറിച്ചും ഉള്ളടക്കത്തെക്കുറിച്ചും സൂചിപ്പിക്കുന്നു.)
- Identification of the product or brand. (ഉല്പന്നത്തെയും അതിന്റെ ബ്രാൻഡിനെയും തിരിച്ചറിയുന്നു.)
- Grading of products. (ഉല്പന്നത്തെ വേർതിരിക്കുന്നു.)
- Helps in promotion of products. (ഉല്പ്പന്നത്തിന്റെ വില്പനയെ പ്രോത്സാഹിപ്പിക്കുന്നു.)
- Providing information required by law (e.g., MRP, date of manufacture, ingredients).
Answer Structure: Explain that in self-service outlets, the package itself attracts attention, provides information, and persuades the customer to buy, thus performing the role of a salesman without anyone speaking. (2 marks)
Pricing (വില)
The term pricing denotes the money value of a product or service. It is the value which a buyer passes on to the seller in return for a product or service provided.
Factors Affecting Price Determination (വില നിശ്ചയിക്കലിനെ ബാധിക്കുന്ന ഘടകങ്ങൾ)
1. Product cost (ഉല്പാദന ചെലവ്): One of the most important factor affecting price of a product or service is its cost. This includes the cost of producing, distributing and selling the product. There are three types of costs: Fixed costs, variable cost and semi-variable costs.
2. The utility and demand (ഉപയോഗവും ഡിമാന്റും): If the demand is elastic, price should be set at a lower level and if the demand is less elastic or inelastic, price can be set at a higher level.
3. Extent of competition in the market (മാർക്കറ്റിലെ മത്സരത്തിന്റെ വ്യാപ്തി): Competitors' prices and their anticipated reactions must be considered before fixing the price of a product.
4. Government and legal regulations (ഗവൺമെന്റിന്റെ നിയന്ത്രണങ്ങൾ): In order to protect the interest of public against unfair practices in the field of price fixing, Government can intervene and regulate the price of commodities.
5. Pricing objectives (വില നിശ്ചയിക്കുന്നതിന്റെ ലക്ഷ്യം): If the firm decides to maximise profits in the short run, it would tend to charge a maximum price. But to maximise total profits in the long run, it would opt for a lower per-unit price to capture a larger market share.
6. Marketing methods used (മാർക്കറ്റിംഗ് രീതികൾ): Price fixation process is also affected by other elements of marketing such as distribution system, sales promotion, publicity advertising, etc.
- Cost: A handmade luxury car has very high costs, so its price is extremely high.
- Demand: Medicines for a life-threatening disease have inelastic demand, so companies can charge high prices (though often regulated).
- Competition: In a highly competitive market like for soft drinks, prices are kept relatively low and stable.
Place (സ്ഥലം)
Place in the context of marketing mix means taking decision to make the products available to the consumers for purchase and consumption. Making the products available to the consumers is known as distribution. It involves two broad functions.
- Physical distribution – (ഭൗതികമായ വിതരണം)
- Channels of distribution – (വിതരണ മാർഗങ്ങൾ)
Physical Distribution (ഭൗതികമായ വിതരണം)
Physical distribution involves physical handling and movement of goods from the place of production to the place of consumption.
Components Of Physical Distribution (ഭൗതിക വിതരണത്തിന്റെ ഘടകങ്ങൾ)
- Order processing (ഓർഡർ പ്രൊസസ്സിങ്): Involves various steps beginning with the receipt of order from the customer, sending acknowledgment, collecting and packing goods, dispatching, sending invoice, and obtaining payment.
- Transportation (ട്രാൻസ്പോർട്ടേഷൻ): The physical movement of persons and goods from one place to another.
- Warehousing (വെയർ ഹൗസിങ്): There is a time gap between production and consumption, so goods need to be stored before they can be sold.
- Inventory control (ഇൻവെന്ററി കൺട്രോൾ): Deciding how much stock of raw materials, semi-finished, and finished goods should be held.
Channels Of Distribution (വിതരണ മാർഗങ്ങൾ)
A channel of distribution or trade channel is the path through which products move from the place of production to the place of ultimate consumption or use.
Functions Of Distribution Channel (വിതരണ മാർഗ്ഗത്തിന്റെ ധർമ്മങ്ങൾ)
- Sorting (തരംതിരിക്കൽ)
- Accumulation (കുന്നുകൂട്ടിവയ്ക്കൽ)
- Allocation (വിഭജനം)
- Assorting (തെരഞ്ഞെടുക്കൽ)
- Product promotion (ഉല്പന്ന പ്രമോഷൻ)
- Negotiation (ഇടപാടുചെയ്യൽ)
- Risk taking (റിസ്ക് ഏറ്റെടുക്കൽ)
Types Of Channels Of Distribution (പലതരം വിതരണ മാർഗങ്ങൾ)
- 1. Direct channel (zero level channel) (പ്രത്യക്ഷമായ ചാനൽ): No intermediary is involved. Producer → Consumer (e.g., Amazon delivering its own products).
- 2. Indirect channel (പരോക്ഷമായ ചാനലുകൾ): Includes:
- (i) One level channel: Producer → Retailer → Consumer
- (ii) Two level channel: Producer → Wholesaler → Retailer → Consumer
- (iii) Three level channel: Producer → Agent → Wholesaler → Retailer → Consumer
Factors Determining Choice Of Channels (വിതരണമാർഗം നിർണ്ണയിക്കുന്നതിലെ ഘടകങ്ങൾ)
- Product related factors (ഉല്പന്ന സംബന്ധമായ ഘടകങ്ങൾ)
- Company characteristics (കമ്പനിയുടെ സവിശേഷതകൾ)
- Competitive factors (മത്സര സംബന്ധമായ ഘടകങ്ങൾ)
- Market factors (മാർക്കറ്റ് ഘടകങ്ങൾ)
- Environmental factors (പരിതസ്ഥിതി ഘടകങ്ങൾ)
Promotion (പ്രമോഷൻ)
Once the product is manufactured, price fixed and distribution channel selected, the next task is informing the prospective customers. They are informed about availability of the product, and are persuaded to buy.
Elements Of Promotion (പ്രമോഷന്റെ ഘടകങ്ങൾ)
- Advertising
- Personal Selling
- Sales Promotion
- Publicity / Public Relations
1. Advertising (പരസ്യം)
Any paid form of non-personal presentation or promotion of ideas, goods or services by an identified sponsor.
Features Of Advertising (പരസ്യത്തിന്റെ സവിശേഷതകൾ)
- Paid form of communication (പ്രതിഫലം നൽകിയുള്ള ആശയവിനിമയം): The advertiser pays for the space or time.
- Non-personal communication (വ്യക്തിപരമല്ലാത്ത ആശയവിനിമയം): No direct face-to-face contact with the customer.
- Aims at promoting sales or idea (വില്പന അല്ലെങ്കിൽ ആശയം പ്രചരിപ്പിക്കുക ലക്ഷ്യമാക്കുന്നു).
- Identified sponsor (നിശ്ചിത സ്പോൺസർ): The sponsor is clearly identified in the advertisement.
Advantages Of Advertising (പരസ്യത്തിന്റെ ഗുണങ്ങൾ)
- It educates the masses about the various uses of goods and also the methods of use.
- It provides the consumer full information about the products like use, quality, price, source of supply, etc.
- It helps to appeal directly to the consumers and to eliminate middlemen.
- It creates demand for new products.
- It raises the standard of living of the people.
- It increases employment opportunity.
Disadvantages / Limitations Of Advertising (പരസ്യത്തിന്റെ ദോഷങ്ങൾ)
- Less forceful (കുറഞ്ഞ തോതിലുള്ള സ്വാധീനം)
- Lack of feedback (പ്രതികരണത്തിന്റെ അഭാവം)
- Inflexibility (വഴക്കമില്ലായ്മ)
- Low effectiveness (ഫലപ്രാപ്തി കുറവായിരിക്കും)
Objections / Criticisms Of Advertising (പരസ്യത്തിന്റെ എതിർപ്പുകൾ)
- Adds to cost (ചെലവ് കൂടുതലാണ്)
- Undermines social value (സാമൂഹ്യമൂല്യങ്ങളെ നശിപ്പിക്കുന്നു)
- Confuses buyers (ഉപഭോക്താക്കളുടെ മനസ്സിൽ സംശയം ഉണ്ടാക്കുന്നു)
- Encourages sale of inferior products (താഴ്ന്ന നിലവാരമുള്ള ഉല്പന്നത്തേയും പ്രോത്സാഹിപ്പിക്കുന്നു)
- Some advertisements are in bad taste (ചില പരസ്യങ്ങൾ തെറ്റായ രീതിയിലുള്ളവയാണ്)
2. Personal Selling (വ്യക്തിഗത വില്പന)
It involves the direct face-to-face personal interaction between the sales person and the potential customer. Here the sales man tries to gain attention, stimulate interest, and arouse the desires of potential buyers.
Merits Of Personal Selling (വ്യക്തിഗത വില്പനയുടെ ഗുണങ്ങൾ)
- Flexibility (അയവുള്ളതാണ്) – The message can be adjusted to the customer.
- Direct feedback (പ്രതികരണം നേരിട്ട് അറിയാൻ സാധിക്കുന്നു).
- Minimum wastage (പാഴ്ച്ചെലവ് കുറയ്ക്കാൻ സാധിക്കും) – Only targeted prospects are contacted.
Role Of Personal Selling (വ്യക്തിഗത വില്പനയുടെ പങ്ക്)
1. Importance to businessman (ബിസിനസ്സുകാർക്ക്): Effective promotional tool, flexible, minimises wastage, helps in building lasting customer relationships.
2. Importance to customers (ഉപഭോക്താക്കൾക്ക്): Helps in identifying needs, provides latest market information and expert advice.
3. Importance to society (സമൂഹത്തിന്): Converts latent demand into effective demand, provides employment and career opportunities, increases mobility of salespeople.
3. Sales Promotion (വില്പന പ്രോത്സാഹനം)
Sales promotion refers to short-term incentives, which are designed to encourage the buyers to make immediate purchase of a product or service. These include promotional efforts other than advertising, personal selling and publicity.
Merits Of Sales Promotion (വില്പന പ്രോത്സാഹനത്തിന്റെ ഗുണങ്ങൾ)
- Attention value (ആളുകളുടെ ശ്രദ്ധ കേന്ദ്രീകരിക്കുന്നു)
- Useful in new product launch (പുതിയ ഉൽപ്പന്നം വിപണിയിൽ അവതരിപ്പിക്കാൻ സഹായിക്കുന്നു)
- Adds synergy to total promotional efforts
Limitations Of Sales Promotion (വില്പന പ്രോത്സാഹനത്തിന്റെ ദോഷങ്ങൾ)
- Reflects crisis (പ്രതിസന്ധിഘട്ടങ്ങളെ പ്രതിഫലിപ്പിക്കുന്നു) – Frequent use may indicate that the product is not selling well.
- Spoils product image (ഉല്പന്നത്തിന്റെ പ്രതിച്ഛായയ്ക്ക് കോട്ടം തട്ടുന്നു) – May make customers think the product is of low quality.
Commonly Used Sales Promotion Activities (സാധാരണയായി ഉപയോഗിക്കുന്ന വില്പന പ്രോത്സാഹന രീതികൾ)
- Rebate (റിബേറ്റ്): Offering products at special prices to clear off excess inventory.
- Discount (ഡിസ്കൗണ്ട്): Offering products at less than the list price.
- Refunds (പണം തിരിച്ചുനൽകൽ): Refunding a part of the price paid by customer on proof of purchase.
- Product combination (ഉല്പന്ന സംയുക്തം): Offering another product as a gift along with the purchase of a product (e.g., "Buy a TV, get a free vacuum cleaner").
- Quantity gift (ക്വാണ്ടിറ്റി ഗിഫ്റ്റ്): Offering extra quantity of the product (e.g., "40% extra free").
- Instant draws and assigned gifts: Scratch a card and win a prize instantly.
- Lucky draw: Purchase a product and get a chance to win a prize in a draw.
- Sampling: Offering free samples of a product.
- Contests: Competitive events involving skills or luck.
- Full finance @ 0%: Offering easy financing schemes.
Answer Structure: List and briefly explain any five techniques like Rebate, Discount, Product Combination, Quantity Gift, Lucky Draw, etc. (5 marks)
4. Publicity and Public Relations (പബ്ലിസിറ്റിയും പൊതുജന സമ്പർക്കവും)
Publicity (പബ്ലിസിറ്റി): It is a non-paid form of non-personal promotion tool. This is somewhat similar to advertising. The difference is that it takes place when media covers an event and disseminates information free of cost.
Public Relations (പൊതുജന സമ്പർക്കം): Public relation is any attempt by information, persuasion and adjustment to engineer public support for an activity, cause, movement or institution.
Role Of Public Relations (പൊതുജന സമ്പർക്കത്തിന്റെ പങ്ക്)
- Press relations
- Product publicity
- Corporate communication
- Lobbying
- Counselling
Maintaining good public relations also helps in achieving the following marketing objectives.
- Building awareness
- Building credibility
- Stimulating the sales force
- Lowering promotion costs
Difference between Advertising and Personal Selling
| S. No. | Advertising | Personal Selling |
| 1. | Advertising is an impersonal form of communication. | Personal selling is a personal form of communication. |
| 2. | Standardised message is sent to all customers. | Sales talk is adjusted to the customer's background and needs. |
| 3. | Inflexible, as the message can't be adjusted. | Highly flexible, as the message can be adjusted. |
| 4. | Reaches a large number of people (mass reach). | Only a limited number of people can be contacted. |
| 5. | Cost per person reached is very low. | Cost per person is quite high. |
| 6. | Can cover the market in a short time. | Takes a lot of time to cover the entire market. |
| 7. | Uses mass media like TV, radio, newspaper. | Uses sales staff, which has limited reach. |
| 8. | Lacks direct feedback; research needed. | Provides direct and immediate feedback. |
| 9. | More useful in creating and building interest. | Plays an important role at the awareness stage. |
| 10. | More useful in marketing to ultimate consumers. | More helpful in selling to industrial buyers or intermediaries. |
പ്രധാന പാഠഭാഗങ്ങൾ:
- മാർക്കറ്റ്, മാർക്കറ്റിംഗ് എന്നിവയുടെ അർത്ഥം
- മാർക്കറ്റിംഗിന്റെ സവിശേഷതകൾ
- മാർക്കറ്റിംഗ് മാനേജ്മെന്റ്: അർത്ഥവും പ്രക്രിയയും
- മാർക്കറ്റിംഗും വിൽപ്പനയും തമ്മിലുള്ള വ്യത്യാസം
- മാർക്കറ്റിംഗ് മാനേജ്മെന്റ് സങ്കൽപ്പങ്ങൾ (ഉൽപാദനം, ഉൽപ്പന്നം, വിൽപ്പന, വിപണനം, സാമൂഹികം)
- മാർക്കറ്റിംഗിന്റെ ധർമ്മങ്ങൾ
- മാർക്കറ്റിംഗിന്റെ പങ്ക്
- മാർക്കറ്റിംഗ് മിശ്രിതം (4 Ps: ഉൽപ്പന്നം, വില, സ്ഥലം, പ്രമോഷൻ)
- ഉൽപ്പന്നങ്ങളുടെ വർഗ്ഗീകരണം (ഉപഭോക്തൃ, വ്യാവസായിക)
- ബ്രാൻഡിംഗ്, പാക്കേജിംഗ്, ലേബലിംഗ്
- വില നിർണയം: അർത്ഥവും ഘടകങ്ങളും
- ഭൗതിക വിതരണവും വിതരണ മാർഗങ്ങളും
- പ്രമോഷൻ: പരസ്യം, വ്യക്തിഗത വിൽപ്പന, വിൽപ്പന പ്രോത്സാഹനം, പബ്ലിസിറ്റി, പൊതുജന സമ്പർക്കം
Important Exam Questions
Very Short Answer Type (1 Mark)
- A company offers 40% of extra shaving cream in a pack of 100 grams. Identify the sales promotion tool used here. (2019 Mar)
- Name the marketing concept which suggests that the organization should earn profit through consumer satisfaction and social welfare? (2019 Say)
- Which is called as 'silent salesman' in a market? (a) Grading (b) Trade mark (c) Packaging (d) Branding (2020 Mar & 2021 Say)
- Find the odd one from the following: (a) Rebate (b) Publicity (c) Discount (d) Refund (2020 Say)
- Which of the following is an example of convenience goods? (a) Newspaper (b) Jewellery (c) Television (d) All of these (2021 Mar)
- The amount of money that the customers have to pay to obtain the product is (a) Price (b) Profit (c) Loss (d) Margin (2023 Mar)
- Choose the characteristic of a good brand name: (a) It should be long. (b) It should be difficult to recognize. (c) It should be easy to pronounce. (d) It should be identical to another brand name. (2024 Mar)
- Personal selling falls under which one of the following elements of marketing mix? (a) Price (b) Product (c) Place (d) Promotion (2024 Say)
- Helps a firm to make a distinction for its product from competitors: (a) Branding (b) Packaging (c) Labelling (d) Pricing (2025 Mar)
- In respect of which product consumers spend lots of time and efforts for purchase? (a) Convenience product (b) Shopping product (c) Speciality product (d) Durable product (2025 Mar)
- Which among the following is a shopping product? (a) Medicine (b) Ice creams (c) Jewellery (d) Antiques (2025 Say)
- A brand or part of a brand that is given legal protection is called (a) Brand (b) Label (c) Trade mark (d) Brand mark (2025 Say)
Short Answer Type (2/3/4 Marks)
- State any two characteristics of a good brand name. (2019 Mar, 2018 Say, 2020 Mar)
- Packaging is called as a silent salesman. Give reason. (2019 Say & 2018 Mar)
- "Expenditure on advertising is a social waste." Give any two reasons to substantiate this criticism against advertising. (2020 Say)
- Briefly explain the role of 'Sales Promotion' as an element of promotion mix. (2025 Mar)
- 'Packaging is called as the silent salesman in the market.' Give your views. (2025 Say)
- Write any three differences between marketing and selling. (2021 Mar)
- List out the advantages of Advertising. (2021 Say)
- How is a brand name different from trade mark? Explain. (2023 Mar)
- Briefly explain any three factors affecting price of a product. (2023 Say)
- State any four differences between marketing and selling. (2019 Mar)
- Differentiate between Advertising and Personal Selling. (2019 Say)
- Explain the product concept in marketing. (2020 Mar)
- Ganga Agencies is launching a new washing soap in the market. Explain any four important factors they should consider while fixing the price of this product. (2020 Say)
- Briefly explain the four elements of marketing mix. (2022 Mar & 2022 Say)
- What are the factors affecting determination of the price of a product or service? Explain. (any four) (2025 Mar)
- Briefly explain any four merits of advertising as a promotion media. (2025 Say)
Long Answer Type (5/6/8 Marks)
- Briefly explain any five sales promotion techniques. (2023 Mar)
- What is Marketing Mix? Briefly explain its elements. (2023 Say)
- (a) Name the four 'P's of marketing. (1) (b) Explain the elements in Marketing Mix. (4) (2024 Mar)
- Explain any five factors which affect the fixation of the price of a product. (2024 Say)
- Describe different levels of packaging. (2022 Mar)
- Explain the following: a) Branding b) Packaging c) Labelling (2022 Say)
- It is an impersonal form of communication which is paid for by the marketers (sponsors) to promote some goods and services. a) Name the promotional tool mentioned above. b) Explain its Four merits and Three limitations. (2019 Mar)
- K.D. company, has launched a new product in the market. As a marketing manager suggest the sales promotion techniques which K.D. co. can adopt to increase the sale of new product. (A detailed report). (2019 Say)
- A TV Manufacturing company spends huge amount in advertisement to increase the number of its customers. Illustrate the merits and demerits of advertisement as a promotion technique. (2020 Mar)
- 'Gathering and analyzing market information' is an important function of marketing. Explain any other eight functions of marketing. (2020 Say)
- Marketing mix is a combination of 4 P's. a) What are the 4 P's? b) Explain any Two of them. (2021 Mar)
- What is Marketing? Briefly explain its functions. (2021 Say)
- What are the key elements of four 'Ps' of marketing? Explain. (2023 Mar)
- What you mean by sales promotion? Briefly explain any seven sales promotion activities commonly used by business organisations. (2023 Say)
- Briefly explain any eight commonly used sales promotion activities. (2024 Mar)
- Briefly explain any eight functions of marketing. (2024 Say)
- What is Marketing? What functions does it perform in the process of exchange of goods and services? Explain. (any seven) (2025 Mar)
- Describe the term sales promotion. Explain any 6 commonly used sales promotion activities of business. (2025 Say)
| Column A | Column B |
|---|---|
| Packaging | Legal protection of brand |
| Trademark | Personal form of communication |
| Personal Selling | Short-term incentives |
| Sales Promotion | Non-paid form of promotion |
| Publicity | Silent salesman |
| Price | Amount paid to obtain a product |
| Convenience Goods | Jewellery, Furniture |
| Shopping Goods | Newspaper, Ice cream |
