विपणन व्यवस्थापन Marketing Management

थोडक्यात सारांश

Marketing is the process of finding out what customers need and satisfying those needs profitably. It is much wider than selling. This topic covers the meaning and definitions of marketing, the core concepts, the evolution of marketing philosophies (from production to societal and holistic marketing), the functions of marketing, and the marketing mix.

महत्त्वाचे मुद्दे

• Philip Kotler: marketing is "a social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others."
• American Marketing Association (AMA): marketing is the activity, set of institutions and processes for creating, communicating, delivering and exchanging offerings that have value for customers, clients, partners and society at large.
• Core concepts: needs, wants, demand; products (goods, services, experiences); value and satisfaction; exchange and transactions; relationships; markets.
• Production concept – customers want cheap, available products; focus on mass production.
• Product concept – customers want the best quality; focus on product improvement ("marketing myopia" risk).
• Selling concept – customers will not buy enough unless pushed; focus on aggressive selling.
• Marketing concept – find customer needs first and satisfy them better than competitors.
• Societal marketing concept – satisfy customers while protecting the long-term welfare of society and the environment.
• Holistic marketing – relationship, integrated, internal and performance (socially responsible) marketing together.
• Evolution of marketing concepts (विपणन संकल्पनेचा विकास):
• Functions of marketing: market research, product planning, buying and assembling, standardisation and grading, packaging and labelling, branding, pricing, storage and warehousing, transportation, promotion, selling, financing, risk-bearing and after-sales service.
• Marketing mix (4 Ps) – Product, Price, Place, Promotion (E. Jerome McCarthy). For services, 7 Ps add People, Process and Physical evidence.
• Importance: helps business earn profit, raises standard of living, creates employment, gives feedback for new products, supports economic growth.

महत्त्वाच्या संज्ञा

• Need – a state of felt deprivation (food, clothing).
• Want – the form a need takes, shaped by culture (pizza, vada pav).
• Demand – a want backed by buying power.
• Marketing myopia – focusing on the product rather than on the customer's need (Theodore Levitt, 1960).
• Customer value – benefits received minus costs paid, as seen by the customer.

महत्त्वाची माहिती

५ महत्त्वाचे प्रश्न

Q1. Define marketing.

Marketing is the process of identifying customer needs and wants, and creating, communicating and delivering products that satisfy them profitably. Kotler calls it a social and managerial process of exchanging products and value.

Q2. What is the societal marketing concept?

It says a firm should satisfy customer needs in a way that also keeps or improves the well-being of society, e.g. eco-friendly packaging, no harmful products, fair advertising.

Q3. Explain the evolution of marketing concepts.

Outline the six concepts with period, focus, example and weakness; show the shift from product-centred to customer- and society-centred thinking.

Q4. Distinguish between selling and marketing.

Use the table above; add points on scope (narrow vs wide), time horizon (short vs long term), emphasis (seller's needs vs buyer's needs), and planning.

Q5. Explain the functions of marketing.

Outline: exchange functions (buying, selling), physical supply functions (storage, transport), facilitating functions (standardisation, grading, finance, risk, market information), plus research, product planning, branding, packaging, pricing, promotion and after-sales service.

परीक्षेसाठी टीप

Begin every marketing answer with a short definition (Kotler or AMA) and end with an Indian example such as Amul, Patanjali or Tata. Examples bring extra marks.

थोडक्यात सारांश

The marketing environment is all the forces outside the marketing department that affect its ability to build good relationships with customers. Some forces are close to the firm (micro environment) and some are wide and general (macro environment). Marketers study the environment to spot opportunities and threats in time, often using SWOT and PESTLE analysis.

महत्त्वाचे मुद्दे

• Marketing environment (विपणन पर्यावरण) – the actors and forces outside marketing that affect marketing decisions (Kotler).
• Internal environment – the firm's own resources: men, money, machines, materials, management, brand image and culture. It is controllable.
• Micro environment – forces close to the firm: the company itself, suppliers, marketing intermediaries (dealers, wholesalers, retailers, transporters, banks, ad agencies), customers, competitors and publics (media, government, local community, financial publics).
• Demographic – population size, age, gender, literacy, urbanisation, family size.
• Economic – income, inflation, interest rates, savings, GDP growth, spending patterns.
• Natural – raw material shortages, pollution, climate change, government action on environment.
• Technological – new products, internet, AI, digital payments, e-commerce.
• Political-legal – laws such as the Consumer Protection Act 2019, GST, the Competition Act 2002, the Legal Metrology Act, government stability and policies.
• Social-cultural – values, beliefs, festivals, lifestyle, food habits, language.
• Macro environment – wider forces, mostly uncontrollable:
• Environmental scanning – continuous watching of the environment to spot changes early.
• PESTLE analysis – Political, Economic, Social, Technological, Legal and Environmental factors.
• SWOT analysis – internal Strengths and Weaknesses, external Opportunities and Threats.
• Indian examples: rising rural incomes and smartphones opened rural markets; UPI changed payment habits; ban on single-use plastic changed packaging.

महत्त्वाच्या संज्ञा

• Publics – any group that has an actual or potential interest in, or impact on, the firm.
• Marketing intermediaries – firms that help promote, sell and distribute products.
• Demography – the study of human population by size, age, sex and other statistics.
• Opportunity / threat – a favourable / unfavourable external trend.

महत्त्वाची माहिती

५ महत्त्वाचे प्रश्न

Q1. What is the marketing environment?

It is the set of forces and actors outside the marketing function that affect the firm's ability to serve its customers, e.g. suppliers, competitors, economy, laws and technology.

Q2. What is SWOT analysis?

A tool that lists a firm's internal Strengths and Weaknesses and its external Opportunities and Threats, so it can build on strengths, fix weaknesses, use opportunities and guard against threats.

Q3. Explain the components of the micro environment.

Outline: company (other departments), suppliers, intermediaries (resellers, physical distribution firms, service agencies, financial intermediaries), customers (consumer, business, reseller, government, international markets), competitors, publics; one example each.

Q4. Explain the macro environment with Indian examples.

Outline the six forces with an Indian example each: young population (demographic), GST (legal), UPI (technological), monsoon and rural demand (natural/economic), festivals like Diwali sales (cultural), government schemes like Make in India (political).

Q5. Why is the study of the marketing environment important?

Points: identifies opportunities and threats; helps in planning and strategy; helps meet competition; ensures legal compliance; helps adapt products to changing tastes; reduces risk; improves image with publics.

परीक्षेसाठी टीप

Write the macro forces using the memory word "DENT-PC" (Demographic, Economic, Natural, Technological, Political, Cultural), and give one Indian example for each.

थोडक्यात सारांश

Consumer behaviour is the study of how individuals and families choose, buy, use and dispose of products and services. Marketers study it to understand why people buy, so that they can design the right product, price, place and promotion. This topic covers the meaning and importance of consumer behaviour, the factors that influence buying, the buying decision process and the types of buying behaviour.

महत्त्वाचे मुद्दे

• Consumer behaviour (ग्राहक वर्तन) – the behaviour consumers show in searching for, buying, using, evaluating and disposing of products that they expect will satisfy their needs (Schiffman and Kanuk).
• Consumer vs customer: the customer buys; the consumer uses (a parent buys toys, the child consumes them).
• Cultural – culture, sub-culture (region, religion, language), social class.
• Social – reference groups, family, roles and status, opinion leaders and influencers.
• Personal – age and life-cycle stage, occupation, income, lifestyle, personality and self-concept.
• Psychological – motivation, perception, learning, beliefs and attitudes.
• Factors influencing buying behaviour:
• Maslow's hierarchy of needs: physiological → safety → social → esteem → self-actualisation. Products can be positioned at any level.
• Buying decision process (5 stages): need recognition → information search → evaluation of alternatives → purchase decision → post-purchase behaviour.
• Post-purchase dissonance – doubt or discomfort after an important purchase; firms reduce it with warranties, follow-up calls and good after-sales service.
• Buying roles: initiator, influencer, decider, buyer and user.
• Types of buying behaviour (Assael): complex buying (high involvement, big brand differences – a car), dissonance-reducing (high involvement, few differences – a sofa), habitual (low involvement, few differences – salt), variety-seeking (low involvement, big differences – biscuits).
• Recent trends: online reviews, social-media influencers, mobile shopping, "buy now pay later", rural consumers going digital.

महत्त्वाच्या संज्ञा

• Reference group – a group a person compares himself with, which shapes his attitudes (friends, film stars, cricketers).
• Perception – the process of selecting, organising and interpreting information to form a meaningful picture.
• Attitude – a lasting favourable or unfavourable feeling towards an object or idea.
• Involvement – the importance and personal interest a buyer attaches to a purchase.
• Brand loyalty – repeated buying of the same brand.

महत्त्वाची माहिती

५ महत्त्वाचे प्रश्न

Q1. Define consumer behaviour.

It is the study of the decision-making process and physical activity involved in acquiring, using and disposing of goods and services, i.e. why, what, when, where and how people buy.

Q2. What is post-purchase dissonance?

It is the mental discomfort a buyer feels after an important purchase, wondering whether the choice was right. Marketers reduce it through reassurance, warranties and after-sales service.

Q3. Explain the factors affecting consumer behaviour.

Outline the four groups (cultural, social, personal, psychological) with sub-factors and one Indian example each, e.g. festivals (culture), joint family decisions (social), rising incomes of youth (personal), brand perception of Maggi or Apple (psychological).

Q4. Explain the consumer buying decision process.

Outline the five stages with the table above; mention that for low-involvement goods some stages are skipped.

Q5. Why is the study of consumer behaviour important for marketers?

Points: helps understand needs, segment the market, design products, fix prices, choose channels, plan promotion, predict trends, retain customers and face competition; also helps government and consumer protection.

परीक्षेसाठी टीप

Draw the five-stage process as a simple flow chart with arrows in the answer book; diagrams are given marks in RTMNU and SPPU papers.

थोडक्यात सारांश

No firm can serve every customer in the same way. So marketers divide the market into groups with similar needs (segmentation), choose the groups they can serve best (targeting), and create a clear place for their brand in those customers' minds (positioning). This STP process is the base of every marketing strategy.

महत्त्वाचे मुद्दे

• Market segmentation (बाजार विभाजन) – dividing a total market into smaller, similar groups of buyers who respond alike to a marketing mix.
• Geographic – country, state, urban/rural, climate (woollens for north India).
• Demographic – age, gender, income, education, family size, religion, occupation (baby products, women's razors).
• Psychographic – lifestyle, personality, values, social class (fitness lovers).
• Behavioural – occasion, benefit sought, usage rate, loyalty status (festive gift packs; toothpaste for sensitivity).
• Bases of segmenting consumer markets:
• Requirements of effective segments: measurable, accessible, substantial (large enough), differentiable and actionable.
• Targeting – evaluating segments and selecting one or more to serve.
• Targeting strategies: (1) undifferentiated (mass) marketing – one offer for all; (2) differentiated – different offers for different segments; (3) concentrated (niche) – one segment only; (4) micro-marketing – local or individual marketing.
• Positioning (स्थान निश्चिती) – arranging for a product to occupy a clear, distinctive and desirable place in the target customers' minds relative to competitors.
• Bases of positioning: product attributes, benefits, price and quality, use or application, user category, competitor, and cultural symbols.
• A positioning statement answers: for (target), (brand) is the (category) that (key benefit) because (reason to believe).
• Positioning errors: under-positioning, over-positioning, confused positioning, doubtful positioning.
• Repositioning – changing the position of a brand when the market changes.

महत्त्वाच्या संज्ञा

• Niche market – a small, well-defined segment with special needs.
• Unique Selling Proposition (USP) – the one key benefit that sets a product apart.
• Product differentiation – making a product different from competing products in features, design or service.
• Perceptual map – a chart showing how customers see brands on two attributes (e.g. price and quality).

महत्त्वाची माहिती

Indian examples of positioning: Volvo – safety; Nirma – value for money; Patanjali – natural and swadeshi; Fevicol – strong bond (shown with humour).

५ महत्त्वाचे प्रश्न

Q1. What is market segmentation?

Dividing a heterogeneous market into smaller homogeneous groups of customers with similar needs, so that each group can be served with a suitable marketing mix.

Q2. What is positioning?

Creating a distinct and favourable image of a product in the target customer's mind compared to competitors, e.g. Volvo as the safest car.

Q3. Explain the bases of market segmentation with examples.

Outline geographic, demographic, psychographic and behavioural bases with sub-variables and Indian examples; add the requirements of a good segment.

Q4. Explain the targeting strategies.

Outline undifferentiated, differentiated, concentrated and micro-marketing with merits, demerits and examples; factors in choosing a strategy (company resources, product variability, life-cycle stage, market variability, competitors' strategies).

Q5. Explain the STP process and its importance.

Outline: steps in segmentation, evaluation and selection of segments, developing positioning (identify differences, choose the right ones, communicate them); importance – better use of resources, customer satisfaction, competitive advantage, effective promotion.

परीक्षेसाठी टीप

Use one product (like a mobile phone or two-wheeler) to explain all three steps in a long answer. A worked example table like the one above is quick and impressive.

थोडक्यात सारांश

A product is anything offered to a market to satisfy a want or need – a physical good, a service, an idea or an experience. Product decisions are the first "P" of the marketing mix. This topic covers the meaning and levels of a product, classification of products, product mix, branding, packaging and labelling, new product development, and the product life cycle (PLC) with strategies for each stage.

महत्त्वाचे मुद्दे

• Product (उत्पादन) – "anything that can be offered to a market for attention, acquisition, use or consumption that might satisfy a want or need" (Kotler).
• Levels of a product: core benefit (what the buyer really needs), actual product (features, design, brand, packaging, quality), augmented product (warranty, delivery, installation, after-sales service).
• Classification: consumer products – convenience (soap), shopping (clothes), specialty (luxury watch), unsought (insurance); industrial products – materials and parts, capital items, supplies and services.
• Product mix – all product lines and items a firm sells; it has width (number of lines), length (total items), depth (variants per item) and consistency.
• Branding – a name, term, sign, symbol or design that identifies a seller's product; a registered brand is a trademark. Good brand names are short, easy to say and remember, and suggest benefits.
• Packaging – protects, identifies and promotes the product; labelling gives information (MRP, net quantity, date of manufacture, best before date, manufacturer's address – as required by the Legal Metrology (Packaged Commodities) Rules).
• New product development (NPD) stages: idea generation → idea screening → concept development and testing → marketing strategy → business analysis → product development → test marketing → commercialisation.
• Product life cycle: the stages a product passes through in the market – introduction, growth, maturity and decline.
• Strategies: introduction – create awareness, limited models, skimming or penetration pricing; growth – improve features, add channels, build brand preference; maturity – modify market, product or mix, defend share, sales promotion; decline – reduce cost, harvest, or drop the product.
• Extending the PLC: new uses, new users, more frequent use, new variants (e.g. Maggi new flavours, Horlicks for women and children).

महत्त्वाच्या संज्ञा

• Product line – a group of closely related products (e.g. all shampoos of a company).
• Brand equity – the extra value a brand name adds to a product.
• Fad – a product that becomes popular very fast and fades very fast.
• Test marketing – launching a product in a limited area before full launch.

महत्त्वाची माहिती

५ महत्त्वाचे प्रश्न

Q1. What is the product life cycle?

It is the series of stages – introduction, growth, maturity and decline – through which a product passes from its launch to its withdrawal from the market, with sales and profit changing at each stage.

Q2. What are the functions of packaging?

Protection of the product, convenience in handling and use, identification, promotion (the "silent salesman"), giving information through labels, and helping in storage and transport.

Q3. Explain the stages of the PLC and the marketing strategies at each stage.

Outline using the table above, with a sketch of the S-shaped curve in words and strategies for product, price, place and promotion at each stage; Indian examples (feature phones in decline, electric scooters in growth).

Q4. Explain the stages of new product development.

Outline the eight stages with one example each; reasons for new product failure (poor research, wrong timing, high price, weak promotion).

Q5. Explain branding and the qualities of a good brand name.

Outline: meaning, brand vs trademark, types (individual, family, private label), advantages to buyers and sellers, qualities of a good brand name, brand loyalty and brand equity; Indian examples (Amul, Tata, Parle-G).

परीक्षेसाठी टीप

When asked about PLC, always describe the curve and give a product example for each stage; a well-labelled table like the one above can replace a drawing.

थोडक्यात सारांश

Price is the amount of money charged for a product, and the only element of the marketing mix that produces revenue. Pricing decisions affect sales, profit and brand image. This topic covers pricing objectives, the factors affecting price, the main pricing methods (cost-based, demand-based and competition-based) and pricing strategies for new and existing products.

महत्त्वाचे मुद्दे

• Price (किंमत) – the value of a product expressed in money.
• Pricing objectives: survival, profit maximisation, target return on investment, market share, meeting competition, price stability, product-quality leadership.
• Factors affecting price: internal – cost, objectives, marketing mix, product stage in PLC, brand image; external – demand and elasticity, competition, customers' perception, government rules (MRP, GST, price control on essential drugs), economic conditions.
• Cost-based methods: cost-plus (mark-up) pricing, break-even pricing and target-return pricing.
• Demand-based methods: perceived-value pricing (price based on value felt by buyers), price discrimination (different prices for different segments, times or places).
• Competition-based methods: going-rate pricing (follow the market price), sealed-bid (tender) pricing.
• New product strategies: skimming – high price at launch to "skim" early buyers, then lower it (new smartphones); penetration – low price to capture a large market quickly (Jio in 2016, Nirma).
• Psychological pricing – ₹99 instead of ₹100; prestige pricing – high price signalling quality.
• Promotional pricing – discounts, festive offers, "buy one get one".
• Product-mix pricing – product line, optional product, captive product (printer and ink), by-product and bundle pricing.
• Geographical pricing – FOB origin, uniform delivered price, zone pricing.
• Dynamic pricing – prices change with real-time demand (air tickets, cab apps).

महत्त्वाच्या संज्ञा

• Price elasticity of demand – how much demand changes when price changes.
• MRP (Maximum Retail Price) – the highest price a retailer may charge, printed on packaged goods.
• Mark-up – the amount added to cost to fix the selling price.
• Break-even point – sales level at which total revenue equals total cost.

सूत्रे

• Cost-plus price = unit cost × (1 + mark-up %).
• Mark-up on selling price: price = unit cost ÷ (1 − desired margin on sales).
• Break-even point (units) = fixed costs ÷ (selling price − variable cost per unit).
• Target-return price = unit cost + (desired return × invested capital ÷ unit sales).

Worked examples:

५ महत्त्वाचे प्रश्न

Q1. What is skimming pricing?

A strategy of charging a high initial price for a new product to earn maximum profit from buyers willing to pay more, and then reducing the price over time. It suits innovative products with little competition.

Q2. What is penetration pricing?

Setting a low initial price to attract a large number of buyers quickly and win market share. It suits price-sensitive markets and products with economies of scale.

Q3. Explain the factors affecting pricing decisions.

Outline internal factors (cost, objectives, marketing mix, PLC, product differentiation) and external factors (demand, competition, buyers, government regulation – MRP, GST, Drug Price Control Order, economic conditions, channel members).

Q4. Explain the methods of pricing with examples.

Outline cost-based, demand-based and competition-based methods; give the worked table above; merits and limits of each.

Q5. Distinguish between skimming and penetration pricing.

Points: level of initial price, target buyers, objective (quick profit vs market share), competition, product type, risk, examples (iPhone vs Jio).

परीक्षेसाठी टीप

A short numerical example of cost-plus or break-even pricing in a theory answer shows clear understanding and gets extra marks.

थोडक्यात सारांश

Distribution (place) decisions make sure that products reach customers at the right place and time in the right quantity. A channel of distribution is the path goods take from the producer to the final consumer through middlemen such as wholesalers and retailers. This topic covers the meaning and functions of channels, types and levels of channels, factors in channel choice, physical distribution and modern retail formats including e-commerce.

महत्त्वाचे मुद्दे

• Channel of distribution (वितरण माध्यम) – a set of independent organisations involved in making a product available for use or consumption by the consumer.
• Functions of middlemen: information gathering, promotion, contact with buyers, matching (sorting, grading, packing), negotiation, physical distribution (transport and storage), financing (credit to buyers) and risk-bearing.
• Zero-level (direct) – producer → consumer (factory outlets, door-to-door, own website, Amway-type direct selling).
• One-level – producer → retailer → consumer (cars, electronics).
• Two-level – producer → wholesaler → retailer → consumer (FMCG goods).
• Three-level – producer → agent/distributor → wholesaler → retailer → consumer.
• Channel levels:
• Factors in choosing a channel: product (perishability, value, technical nature), market (number and location of buyers, order size), company (resources, desire for control), middlemen (availability, cost, services), environment (laws, economy, technology).
• Distribution intensity: intensive (everywhere – soaps, biscuits), selective (a few chosen outlets – appliances), exclusive (one dealer per area – luxury cars).
• Physical distribution (logistics) – order processing, warehousing, inventory control, transportation and material handling.
• Retail formats: kirana stores, departmental stores, supermarkets and hypermarkets, malls, chain stores, discount stores, convenience stores, franchise outlets, vending machines.
• E-commerce and quick commerce – online marketplaces, direct-to-consumer (D2C) brands, delivery in minutes from dark stores; the government's ONDC network aims to let small sellers reach buyers on many apps.
• Omnichannel – a single seamless experience across store, website and app.
• Channel conflict – disputes between channel members (e.g. online prices undercutting dealers); managed by clear policies and incentives.

महत्त्वाच्या संज्ञा

• Wholesaler – buys in bulk from producers and sells in smaller lots to retailers.
• Retailer – sells directly to final consumers in small quantities.
• Agent – a middleman who negotiates sales without taking ownership.
• Franchise – a right given by a franchisor to use its brand and system for a fee.
• Logistics – planning and control of the physical flow of goods.

महत्त्वाची माहिती

५ महत्त्वाचे प्रश्न

Q1. What is a channel of distribution?

It is the route through which goods move from the producer to the final consumer, through middlemen like agents, wholesalers and retailers, who perform functions such as storage, transport and selling.

Q2. What is a zero-level channel?

A direct channel in which the producer sells directly to consumers without middlemen, e.g. factory outlets, company websites, door-to-door selling.

Q3. Explain the factors affecting the choice of a channel of distribution.

Outline product, market, company, middlemen and environmental factors with examples (perishables need short channels; industrial goods often go direct).

Q4. Explain the functions of middlemen. Are middlemen necessary?

Outline the eight functions; argue that eliminating middlemen does not eliminate their functions – someone must still perform them; give the role of e-commerce in reducing some levels.

Q5. Explain the importance of physical distribution and its components.

Outline: customer service, cost reduction, creation of time and place utility, price stability; components – order processing, warehousing, inventory, transport, material handling, packaging for transport; role of technology (GPS tracking, warehouse software).

परीक्षेसाठी टीप

Draw the channel levels as simple arrow lines (Producer → Wholesaler → Retailer → Consumer); one neat diagram covers half of a long answer.

थोडक्यात सारांश

Promotion is the communication a firm uses to inform, persuade and remind customers about its products. The promotion mix combines advertising, personal selling, sales promotion, public relations and direct marketing. Today, digital marketing – search, social media, email and mobile – has become a major part of promotion. This topic covers each tool, the AIDA model and the main forms of digital marketing.

महत्त्वाचे मुद्दे

• Promotion mix (संवर्धन मिश्र) – the blend of communication tools used to achieve marketing objectives.
• Advertising – paid, non-personal presentation of ideas, goods or services by an identified sponsor (newspapers, TV, radio, outdoor, online). Reaches a large audience but is costly and one-way.
• Personal selling – face-to-face presentation to make sales and build relationships. Flexible and two-way, but costly per contact. Steps: prospecting, pre-approach, approach, presentation, handling objections, closing, follow-up.
• Sales promotion – short-term incentives to encourage buying: discounts, coupons, free samples, contests, exchange offers, "buy one get one", cash-back.
• Public relations (PR) – building goodwill and a good image through press releases, events, sponsorships, CSR activities and publicity.
• Direct marketing – direct communication with chosen customers: mail, telemarketing, SMS, WhatsApp, catalogues.
• AIDA model – Attention → Interest → Desire → Action: the stages a message should move the buyer through.
• Factors in choosing the mix: nature of product, stage of PLC, target market, budget, competitors' promotion, push or pull strategy.
• Push strategy – promotion aimed at middlemen to push the product through the channel; pull strategy – promotion aimed at consumers so they ask for the product.
• Search engine optimisation (SEO) – ranking higher in free search results.
• Search engine marketing (SEM) – paid ads in search results (pay-per-click).
• Social media marketing – Instagram, Facebook, YouTube, LinkedIn, X; includes influencer marketing.
• Content marketing – blogs, videos and reels that give useful information.
• Email and WhatsApp marketing – messages to subscribers who have opted in.
• Mobile and app marketing, affiliate marketing, display and video ads.
• Digital marketing – marketing through the internet and digital devices:
• Advantages of digital marketing: low cost, precise targeting, measurable results (clicks, conversions), two-way interaction, global reach, small budgets possible.
• Regulation: ASCI's code for advertising and its guidelines for influencers to disclose paid posts; CCPA guidelines on misleading advertisements (Consumer Protection Act, 2019); Digital Personal Data Protection Act, 2023 for customer data.

महत्त्वाच्या संज्ञा

• Advertising media – channels used to carry adverts (print, broadcast, outdoor, digital).
• Influencer – a person with a large online following who promotes products.
• Conversion rate – percentage of visitors who take the desired action.
• Click-through rate (CTR) – clicks ÷ impressions × 100.
• Publicity – unpaid media coverage, not controlled by the firm.

महत्त्वाची माहिती

Worked example: an ad shown 20,000 times gets 500 clicks and 25 purchases. CTR = 500 ÷ 20,000 × 100 = 2.5%; conversion rate = 25 ÷ 500 × 100 = 5%.

५ महत्त्वाचे प्रश्न

Q1. What is the promotion mix?

The combination of advertising, personal selling, sales promotion, public relations and direct/digital marketing used by a firm to communicate with customers.

Q2. Distinguish between advertising and personal selling.

Advertising is paid, non-personal and reaches a mass audience at low cost per person; personal selling is face-to-face, two-way and flexible, but costly per customer. Advertising creates awareness; personal selling closes sales.

Q3. Explain the tools of sales promotion.

Outline consumer promotions (samples, coupons, discounts, contests, premiums, exchange offers, loyalty points), trade promotions (dealer discounts, display allowances, dealer contests) and sales-force promotions; merits and limitations.

Q4. What is digital marketing? Explain its forms and advantages.

Outline: meaning; SEO, SEM, social media and influencer marketing, content, email/WhatsApp, mobile, affiliate; advantages over traditional media; challenges (ad fatigue, privacy rules, fake reviews).

Q5. Explain the factors that determine the promotion mix.

Outline: nature of product (consumer vs industrial), PLC stage, market size and spread, budget, buyer readiness (AIDA stage), push vs pull strategy, competition, media availability.

परीक्षेसाठी टीप

Use AIDA and one real campaign example (e.g. Amul topical ads or a festive cash-back offer) in long answers on promotion.