Topics: Marketing, Customer, Marketing strategy Pages: 3 (598 words) Published: January 13, 2013
Chapter 1

A market is one of many varieties of systems, institutions, procedures, social relations and infrastructures whereby parties engage in exchange.. It can be said that a market is the process by which the prices of goods and services are established. For a market to be competitive there must be more than a single buyer or seller. Marketing is the process of communicating the value of a product or service to customers. It involves making a product or service available to the targeted groups by studying the customer buying behavior. The American Marketing Association defines marketing as "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. Marketing strategy is a process that can allow an organization to concentrate its resources on the optimal opportunities with the goals of increasing sales and achieving a sustainable competitive advantage. Profit earning is the ultimate aim of a business organization. So in order to survive in a highly competitive market and earn a high profit, an organization need to conduct proper analysis and evaluation of the business environment and the customer needs. Based on these evaluations adequate marketing strategies are formulated which contributes to achieving the goals and objectives of the business.

Marketing Strategy involves long term plans adopted by the company in the field of marketing to increase their sales and profit margin. Each organization has to come up with new marketing techniques to survive in the present competitive markets. This study analyses the marketing strategies adopted by BSNL to attract their customers.

* To analyze the marketing strategies of BSNL
* To identify the marketing performance of BSNL
* To identify consumer perception about the company.
* To know how...
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