Marketing

TABLE OF CONTENT
1 Introduction
2 Objectives
3 What is ‘Marketing’?
4. The Marketing Concept
5. Marketing versus Selling
6. Importance of Marketing in Small Business
7. Marketing of Services
8. Marketing Research
9 Market Segmentation
10 Marketing Mix
11 Other Marketing Strategies
12 Sub-Contracting Exchanges
13 Tender Marketing
14 Consortia Marketing
15 Government Stores Purchase Programme
16. Product Life Cycle: Concept and Significance
17. Stages in Product life cycle
18 Marketing Problems of Small-Scale Units
19 Summary
20 Glossary
21 References

INTRODUCTION
The objective of all business enterprises is to satisfy the needs and wants of the society. Marketing is, therefore, a basic function of all business firms. When a salesperson sells washing machines, a doctor treats a patient or a Government asks people to take their children for getting polio drops, each is marketing something to the targets. Traditionally, small firm owners did not give as much importance to marketing as to other functions such as accountancy, production and selling. Training programmes enterprise development and the current thrust for competitiveness have now given high priority to promoting marketing awareness among small business owners, and marketing is now assuming its rightful place along with other business functions.
Since early 1990s there has been a change in the thinking of businessman from product orientation to consumer orientation. Modern business concerns lay emphasis on selling satisfaction’ and not merely on selling products. The activities have to be coordinated so as to develop the marketing mix, which provides maximum satisfaction to the customers That is why marketing research and product planning occupy an important role in marketing. The other important functions of marketing include: buying and assembling, selling, standardisation, packing, storing, transportation, promotion, pricing and risk
bearing. Thus, the scope of marketing is very... [continues]

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