Marketing Awareness

Marketing Awareness PDF
MARKETING AWARENESS
The term Marketing is derived from the word MARKET.
What is Marketing :
Marketing are activities of a company associated with buying and selling a product or service. It includes
advertising, selling and delivering products to people.
Marketing Definitions :
The American MarketingAssociation has defined 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 Guru Philip Kotler defines market segmentation as the subdivision of a market into
homogeneous subjects of customers
Marketing is the action or business of promoting and selling products or services, including market
research and advertising.
Marketing is the science and art of exploring, creating, and delivering value to satisfy the needs of a
target market at a profit. Marketing identifies unfulfilled needs and desires.
Traditional & Modern Marketing Concept :

Traditional concept of marketing is simply related with the transfer of ownership of goods through
physical distribution
Modern concepts of marketing are broad concepts. It means finding out the consumer and make the goods
as per their needs rather than to provide them what the seller has made.
There are 6 modern concepts of marketing
1. Production concept
2. Product concept
3. Selling concept
4. Marketing concept
5. Consumer concept
6. Societal marketing concept
Mission of Marketing :
The mission of marketing are
1. To sell any and all of the companys products to anyone and everyone.
2. To create products that satisfy the unmet needs of target markets.
3. To raise the material standard of living throughout the world and the quality of life.
Features of Marketing:
Need and Want:
Marketing is the process of fulfilling the needs and wants of the consumers. This is why people get
attracted to this process.
Creating a Market Offering:
It refers to providing complete information about the product and services, e.g., providing information
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about the name of the product and service, type, price, size, centre of availability, etc.
Customer Value:
A buyer analyses the cost and the satisfaction that a product provides before buying it.
Exchange Mechanism:
Exchange has a special importance in marketing. Literal meaning of marketing is exchanging things.
Marketing has two sides-buyer and seller.
Nature of Marketing
Marketing is a human activity
Its a socio economic activity
The subject matter of marketing is products and services
Certain type of market is a must for marketing to happen
Its a consumer oriented process and not a product oriented process. It is start and end with
customers.
Marketer performs the marketing and consumer is required to do marketing
The base of marketing is exchange
Its an art as well science
It is a universal activity
Five core customer and marketplace concepts:

1.Needs, Wants, And Demands
2.Market Offerings (Products, Services, And Experiences)
3.Value And Satisfaction
4.Exchanges And Relationships And
5.Markets.
5 Eras of Evolution in Marketing:

1.Production Era: Cut costs. Profits will take care of themselves
2.Product Era: A good product will sell itself
3.Sales Era: Selling is laying the bait for the customer
4.Marketing Era: The customer is King!
5.Relationship Marketing Era: Relationship with customers determine our firms
Types of Marketing
Bench Marketing: The Bench Marketing is nothing but the comparison of the business processes
with competitors and improving prevailing ones.
Drip Marketing: Drip Marketing is sending promotional items to Clients.
Viral Marketing: Viral Marketing is marketing by the word of the mouth, having a high pass rate
from person to. The best example for this is creating a buzz in the industry.
Guerilla Marketing: Guerilla Marketing is an Unconventional marketing intended to get
maximum results from minimal resources (Maximum results from Minimum resources)
Social Media Marketing: Marketing using online communities, social networks, blog marketing
etc is called the social media marketing.
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Internet Marketing: Marketing of products or services over the Internet is called Internet
Marketing. It is also known as i-marketing, web-marketing, online-marketing, Search Engine
Marketing (SEM) and e-Marketing.
Digital Marketing: The marketing which uses digital advertising is called digital marketing.
Television, Radio, Internet, mobile etc.
Direct Marketing: If the company directly reaches to the customers on a personal basis (ex : phone
calls, private mailings, etc) rather than traditional channel of advertising (like TV, Newspapers, etc)
then that type of marketing is called the Direct Marketing. There are a number of types in direct
marketing. Some of them are
1. Direct Mail Marketing: Advertising material sent directly to home and business
addresses (This is the most common form of direct marketing)
2. Telemarketing: It is the second most common form of direct marketing, in which
marketers contact consumers by phone.
3. Email Marketing: This type of marketing targets customers through their email
accounts (you might have observed them in your e mails too)
Indirect Marketing: It is the distribution of a particular product through a channel that includes
one or more re-sellers.
Database marketing is a form of direct marketing using databases of customers or potential
customers to generate personalized communications in order to promote a product or service for
marketing purposes. The method of communication can be any addressable medium, as in direct
marketing.
Niche Marketing : A niche market is the subset of the market on which a specific product is
focused. The market niche defines as the product features aimed at satisfying specific market needs,
as well as the price range, production quality and the demographics that is intended to impact. It is
also a small market segment.
Cause Related Marketing or Cause Marketing: It is an approach where in an organization
supports a cause and associates itself publicly with it.
Concentrated Marketing: It is a strategy whereby a product is developed and marketed for a very
well defined and specific segment of the consumer population. Concentrated marketing is
particularly effective for small companies with limited resources because it enables the company to
achieve a strong market position in the specific market segment it serves without mass production,
mass distribution, or mass advertising.
Green marketing: It is the marketing of products that are presumed to be environmentally safe.
Thus green marketing incorporates a broad range of activities, including product modification,
changes to the production process, packaging changes, as well as modifying advertising.
Differentiated Marketing: It combines the best attributes of undifferentiated marketing and
concentrated marketing. It appeals to two or more distinct market segments, with a different
marketing plan for each. Differentiated Marketing also called as multisegment marketing is wherein
a company attempts to appeal to two or more clearly defined market segments with a specific
product and unique marketing strategy tailored to each separate segment.
Mass marketing- It is a market coverage strategy in which a firm decides to
ignore market segment differences and appeal the whole market with one offer or one strategy.
Today, the mass market is actually splintering micro market into numerous segments, each with
its own wants, perceptions, preferences, and buying criteria.
Buzz marketing is used when marketers enlist opinion leaders to spread the word about their
products
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Local marketing involves tailoring brands and promotions to the needs of specific customer
groups found in cities, neighborhoods, or stores.
Strategic marketing means decision making process that involves the analysis of the internal
capabilities and external environment of a company.
Stimulation marketing means there is no demand for the product and people are not interested to
purchase the product hence special offers are given to stimulate the people.
Synchrome marketing means irregular demand.
De-marketing means the demand for the product exceeds the supply.
Personalized marketing, or one-to-one marketing, is a marketing strategy by which companies
leverage data analysis and digital technology to deliver individualized messages and product
offerings to current or prospective customers.
Right Time Marketing is a sophisticated way to boost customer acquisition and retention, provide
seamless customer experiences, and create revenue lift by understanding a customers
characteristics, channel preferences and in-market purchase signals
Service marketing resorted to in Insurance companies and banks. It is same as Internet marketing
Telemarketing, Internal marketin and Relationship marketing
Relationship marketing is a facet of customer relationship management (CRM) that focuses on
customer loyalty and long-term customer engagement rather than shorter-term goals like customer
acquisition and individual sales. It is useful for cross selling of products.
Aggressive Marketing is a market or exchange with a high trading volume. When a market
becomes very aggressive, the prices of stocks can go up significantly, which in turn makes it more
expensive for a trader to become involved in the market by buying stocks.
Ethical marketing refers to the application of marketing ethics into the marketing process. Briefly,
marketing ethics refers to the philosophical examination, from a moral standpoint, of particular
marketing issues that are matters of moral judgment.
The societal marketing is a marketing concept that holds that a company should
make marketing decisions by considering consumers' wants, the company's requirements, and
society's long-term interests.
Difference between Direct and Indirect Marketing:

Direct marketing is where the consumer hears about a product or service from a sales person or associate,
representing the company offering the product or service.
Indirect marketing is where the consumer hears about a product or service from a third party. The third
party could consist of word of mouth from another customer, radio, television, newspaper, or billboards.
PLC (Product Life Cycle) :

A new product passes through set of stages known as product life cycle. Product life cycle applies to both
brand and category of products.
Product life cycle comprises four stages:
1.Introduction stage
Product is introduced in the market with intention to build a clear identity and heavy promotion is
done for maximum awareness.
2.Growth stage
In this stage, companys sales and profits starts increasing and competition also begin to increase.
3.Maturity stage
At maturity stage, brand awareness is strong so sale continues to grow but at a declining rate as
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compared to past.
4.Decline stage
Decline in sales, change in trends and unfavorable economic conditions explains decline stage.
Marketing Channel :
A marketing channel is a set of practices or activities necessary to transfer the ownership of goods from
the point of production to the point of consumption. It is the way products and services get to the end-user,
the consumer; and is also known as a distribution channel.
Marketing channels is also known as Delivery period or Delivery outlets or Delivery time or
Delivery place
There are basically 4 types of marketing channels
1.Direct Selling
2.Selling Through Intermediaries
3.Dual Distributiona And
4.Reverse Channels.
Marketing Planning Appraisal Process

The marketing planning appraisal process consists of the following major elements :
External appraisal : External appraisal includes all the factors outside the organisation which provide
opportunities or pose threats to the organisation. The external appraisal involves scanning of external
environment.
Internal appraisal :Internal appraisal can be understood in terms of the organisational resources
behaviour, strengths, weaknesses, synergistic effects, and distinctive competencies.
SWOT analysis: SWOT are best appreciated in the context of marketing analysis and strategy
formulation.
SWOT stands for strengths, weaknesses, opportunities, and threats. Strengths and weaknesses are
internal factors. Opportunities and threats are external factors. A strength is a positive internal
factor. A weakness is a negative internal factor. An opportunity is a positive external factor. A
threat is a negative external factor.
Gap analysis: It helps in understanding the gap between the current situation and the desired situation.
Broadly there are three types of gap analysis: (i) Profit gap, (ii) Sales gap, and (iii) Risk gap.
Forecasting : Forecasting is based on certain assumptions about the future courses of events. Forecasting
is used in all management areas and depends upon certain assumptions made. The assumptions and
methods employed in forecasting depend upon the nature of the planning needed
Analysis:
PEST Analysis :
PEST Analys is very important that an organization considers its environment before beginning
the marketing process.
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PEST analysis stands for the analysis of political, economical, sociological and technological environment
within a region or a country
It describes a framework of macro-environmental factors used in the environmental scanning component of
strategic management.
Value Chain Analysis:

Value Chain Analysis is a useful tool for working out how you can create the greatest possible value for
your customers. Value Chain Analysis helps you identify the ways in which you create value for your
customers, and then helps you think through how you can maximize this value: whether through superb
products, great services, or jobs well done.
Types of Goods :
Consumer Goods: Goods bought and used by consumers, rather than by manufacturers for producing
other goods.
Fast-moving consumer goods (FMCG) or consumer packaged goods (CPG) are products
that are sold quickly and at relatively low cost. Examples include non-durable goods such as
soft drinks, toiletries, over-the-counter drugs, processed foods
Consumer durables goods are a category of consumer products that do not have to be
purchased frequently because they are made to last for an extended period of time (typically
more than three years).
Industrial Goods: Industrial goods are made up of machinery, manufacturing plants and materials, and
any other good or component used by other industries or firms. Consumer goods are ready for the
consumption and satisfaction of human wants, such as clothing or food
Intermediate goods or producer goods or semi-finished products are goods , such as partly
finished goods, used as inputs in the production of other goods including final goods.
Inferior good: An inferior good means an increase in income causes a fall in demand. It has a negative
YED. An example, of an inferior good is Tesco value bread. When your income rises you buy less Tesco
value bread and more high quality, organic bread.
Normal good. This means an increase in income causes an increase in demand. It has a positive YED.
Note a normal good can be income elastic or income inelastic.
Luxury good. A luxury good means an increase in income causes a bigger % increase in demand. It means
that the YED is greater than one. For example, high definition TVs would be luxury. When income rises,
people spend a higher % of their income on the luxury good.
Complementary goods. Goods which are used together, e.g. TV and DVD player. see: Complementary
goods
Substitute goods. Goods which are alternatives, e.g. Pepsi and Coca-cola. See Substitute goods
Giffen good. A rare type of good, where an increase in price causes an increase in demand. The reason is
that the income effect of a rise in the price causes you to buy more of this cheap good because you cant
afford more expensive goods. For example, if the price of wheat rises, a poor peasant may not be able to
afford meat any more, so has to buy more wheat.
Veblen / Snob good. A good where an increase in price encourages people to buy more of it. This is
because they think more expensive goods are better.
Capital goods - A capital good is a durable good that is used in the production of goods or services.
Derived goods means the demand for the product is derived from the demand of other products
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Types of Consumer Products:
Marketing Mix :
The marketing mix refers to the set of actions, or tactics, that a company uses to promote its brand or
product in the market.
The term marketing mix was first coined by Neil H Borden back in 1964 in his articleThe concept
of marketing mix.
Jerome McCarty proposed a classification of marketing mix in four key areas: 1. Product 2. Price 3.
Place 4. Promotion
Product: A product may be a tangible product or an intangible product. A product is produced with a
specific volume of units with an aim to satisfy the needs of the customers.The sub elements of product are
Product design, positioning, branding, packaging & labeling, Product line, customer service, warranties &
guarantees, new product development, and product life cycle.
Price: Amount a customer pays for the product is its price. Price is determined by a lot of factors such as
demand, supply of raw components. Market share, competition, material cost and operational cost
(production cost), and customer's perceived value of the product. The sub elements of Price include
Manufacture, Wholesaler and retailer prices, terms and conditions of pricing, bidding tactics. Discount
policies, Price differentiation
Promotion: Promotion refers to all of the communications that a marketer may use in the marketplace. The
supplements are Advertising, Sales force polices, direct marketing, Public relationships, Price promotions,
Trade shows and special events. The four distinct factors of promotion are advertising, public relations,
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word of mouth and point of sale. Promotion may be paid or unpaid. Paid promotions include advertising
through various media, sponsorship deals, exhibitions, conferences, seminars, paid participation in trade
fairs and events and unpaid promotion include the press releases, word of mouth etc.
Place: Place refers to the location where a product can be purchased. It represents the distribution channel.
The Distribution channel may be direct or indirect. Channel length and channel breadth matter a lot. Some
other sub elements are sublets, franchisees, direct sales agents, wholesalers, retailers etc.
For Service Marketing, an extended version of Marketing Mix with 7Ps has been proposed:
The 7Ps of Service Marketing are: Product, Price, Place, Promotion, People, Process and
Physical Evidence.
Marketing Plan consists of the following parts:

1. Executive Summary & Table of Contents
2. Current Marketing Situation
3. Opportunity & Issue Analysis
4. Objectives
5. Marketing Strategy
6. Action Programs
7. Projected Profit-and-loss
8. Controls
Types of Pricing Strategy

Pricing is one of the four elements of the marketing mix, along with product, place and promotion.
1.Premium Pricing
Premium pricing strategy establishes a price higher than the competitors
2.Penetration Pricing
A penetration pricing strategy is designed to capture market share by entering the market with a low price
relative to the competition to attract buyers.
3 Economy Pricing
Economy pricing is a familiar pricing strategy for organizations that include Wal-Mart, whose brand is
based on this strategy.
4.Price Skimming
Businesses that have a significant competitive advantage can enter the market with a price skimming
strategy designed to gain maximum revenue advantage before other competitors begin offering similar
products or product alternatives.
5.Psychological Pricing
Psychological pricing strategy is commonly used by marketers in the prices they establish for their
products.
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5 Cs for marketing decision making

There are five major areas of analysis (5 Cs) for marketing decision making: Customers,
Company, Competitors, Collaborators and Context. These are included in a Marketing Plan.
Customers: Customer is the king and ultimate goal of marketing process is to derive profit as well as
satisfy the customer needs. The marketer has to find out what are the needs and demands of the customers
and how the firm would seek to satisfy those demands. Customer is central to marketing as well as
business and existence of a firm.
Company: Todays markets are competitive and here goes the principle survival of the fittest. The
company has to have some competencies and abilities to survive and flourish. The marketer has to judge,
analyze and make marketing plans and strategies within the limits of the competencies and capabilities of
the firm.
Competition: Market essentially has competition. Competition makes choices & options available to
customers as well as provides the best value for money to the end consumers. The marketer has to find out
who competitors are and how to meet that competition. There is always competition in the market offerings
and unless the competition taken into account, the marketer may lead the firm in wrong direction.
Collaborators: Someone who assists in a programme is a collaborator. The collaborator term in marketing
involves all the people whose help required meeting the marketing goals.The personnel of the company as
well as external collaboration such as advertising
agencies, direct sales agents etc. need to be discussed.
Context: Context deals with the external and internal environment of the firms and markets. The efficient
marketer has to judge the political, legal, social, cultural and technological environment of the market and
decide upon the factors, which may affect the course of marketing process.
Types Of Market Situations :
Perfect competition : Going by its essential characteristics, it is difficult to find many examples of perfect
competition in India. The nearest situation could be the vegetable market.
Imperfect competition :
This could be divided into three categories :
1. Monopoly and Monopsony
2. Oligopoly and Oligopsony
3. Monopolistic Competition
MONOPOLY exists when a specific person or enterprise is the only supplier of a particular commodity
MONOPSONY - One buyer, many sellers
DUOPOLY - Two sellers, many buyers
TRIOPOLY - Three sellers, many buyers
OLIGOPOLY - Few sellers (more than three), many buyers.
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Maslow's Hierarchy Of Needs:

Maslow's (1943, 1954) hierarchy of needs is a motivational theory in psychology comprising a five tier
model of human needs, often depicted as hierarchical levels within a pyramid.
1. Biological and Physiological needs - air, food, drink, shelter, warmth, sex, sleep.
2. Safety needs - protection from elements, security, order, law, stability, freedom from fear.
3. Love and belongingness needs - friendship, intimacy, trust and acceptance, receiving and giving
affection and love. Affiliating, being part of a group (family, friends, work).
4. Esteem needs - achievement, mastery, independence, status, dominance, prestige, self-respect, respect
from others.
5. Self-Actualization needs - realizing personal potential, self-fulfillment, seeking personal growth and
peak experiences.
SELLING:
Emphasis is on the product
Company manufactures the product first
Management is sales volume oriented
Planning is short-run-oriented in terms of todays products and markets
Stresses needs of seller
Views business as a good producing process
Emphasis on staying with existing technology and reducing costs
Different departments work as in a highly separate water tight compartments
Cost determines Price
Selling views customer as a last link in business
MARKETING:
Emphasis on consumer needs wants
Company first determines customers needs and wants and then decides out how to
deliver a product to satisfy these wants
Management is profit oriented
Planning is long-run-oriented in todays products and terms of new products, tomorrows markets
and future growth
Stresses needs and wants of buyers
Views business as consumer producing process satisfying process
Emphasis on innovation on every existing technology and reducing every sphere, on
providing better costs value to the customer by adopting a superior technology
All departments of the business integrated manner, the sole purpose being
generation of consumer satisfaction
Consumer determine price, price determines cost
Marketing views the customer last link in business as the very purpose of the
business
Marketing vs. Selling:

Marketing as a concept and approach is much wider than selling and is also dynamic as the focus is on
the customer rather than the product. While selling revolves around the needs and interest of the
manufacturer or marketer, marketing revolves around that of consumer. It is the whole process of meeting
and satisfying the needs of the consumer.
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Product:
A product is anything that can be offered to a market that might satisfy a want or need. In retail, products
are called merchandise. In manufacturing,products are purchased as raw materials and sold as finished
goods.
Three Levels of a Product.
1. The CORE Product - It is NOT the tangible physical product
2. The ACTUAL Product It is the tangible, physical product.
3. The AUGMENTED Product - It is the non-physical part of the product
Service:
According to Philip Kotler, A service is an act of performance that one party can offer to another that is
essentially intangible and does not result in the ownership of anything. Its production may or may not be
tied to a physical product.
Product Vs Service
Demand :
i.Market Demand for a product is the total volume that would be bought by a defined customer group, in a
defined geographical area, in a defined time period, in a given marketing environment.
ii.Company demand is the companys share of market demand. This can be expressed as a formula
Company Demand = Market Demand * Companys Market Share
Methods of forecasting demand of product in market

There are certain economic criteria of broader applicability. They are:
1.Plausibility 5.Accuracy
2.Simplicity 6.Flexibility
3.Availability 7. Economy
4.Accuracy 8. Consistency
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Branding :
Branding is a concept that extends far beyond the marketing of brand name designer jeans and other
products. A company's brand represents their market identity who they are, what they do, what kind of
quality they provide, their reputation for trustworthiness, and more.
Elements of Branding :
1. Brand Name 2. Trade Name 3.Brand Mark 4.Trade Mark 5. Trade Character
Some Important Marketing Terms

1. MRTP Act : The Monopolies and Restrictive Trade Practices Act (MRTP Act) was passed by
Parliament of India on 18 December 1969 and got presidents assent on December 27, 1969. This
act is not in force in India currently as it was repealed and was replaced by Competition Act 2002
with effect from September 1, 2009.
2. Ethnography is the systematic study of people and cultures.
3. Internal secondary data is the Data available within the organisation - for example, accounting
records, management decision support systems, and sales records.
4. Call market is a type of market in which each transaction takes place at predetermined intervals
and where all of the bid and ask orders are aggregated and transacted at once
5. Disinvestment is the action of an organization or government selling or liquidating an asset or
subsidiary. Absent the sale of an asset, disinvestment also refers to capital expenditure reductions,
which can facilitate the re-allocation of resources to more productive areas within an organization
or government-funded project
6. Marketing Guru Philip Kotler defines market segmentation as the subdivision of a market into
homogeneous subjects of customers
7. Price discrimination - The strategy used to charge different prices for the same product
8. Planned cost service means additional profit on same cost.
9. A buyer's market is a situation in which supply exceeds demand, giving purchasers an advantage
over sellers in price negotiations.
10. Advertising is a means of communication with the users of a product or service.
11. Positioning refers to the place that a brand occupies in the mind of the customer and how it is
distinguished from products from competitors.
12. Customer requirements are taken into account is called as Customized Product
13. Improvement made by the manufacturer voluntarily is known as Augmented product
14. Data mining is the process of analysing the data stored with the back office staff.
15. Product may introduce in the future depending on technological and economic resources of the
firm is called as Potential product
16. Blue Ocean Strategy is referred to a market for a product where there is no competition or very
less competition.
17. Customisation is the process to create unique products from basic products that fit customers
criteria
18. Standardization is the ability to use standard marketing(Product quality &
quantity) internationally.
19. Say's Law - when an individual produces a product or service, he or she gets paid for that work,
and is then able to use that pay to demand other goods and services.
20. Gresham's law is a monetary principle stating that "bad money drives out good". For example, if
there are two forms of commodity money in circulation, which are accepted by law as having
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similar face value, the more valuable commodity will disappear from circulation.
21. Primary Data in Market Research is the information that you collect specifically for the purpose
of your research project.
22. Secondary Data in market refers to data that was collected by someone other than the user.
23. Internal secondary data is the Data available within the organisation for example, accounting
records, management decision support systems, and sales records.
24. Cobranding is a marketing partnership between at least two different brands of goods or
services. Cobranding encompasses several different types of branding partnerships, such as
sponsorships.
25. Acquisitions : An acquisition is a corporate action in which a company buys most, if not all, of
another firm's ownership stakes to assume control of it.
26. Mergers - A merger is a deal to unite two existing companies into one new company.
27. Products are tangible and Services are intangible in nature.
28. The Center point of marketing concept is Customer
29. The center point of bank concept is based on potential customer of bank
Marketing Abbreviations
Acronyms Abbreviations
4 Cs Customer needs and wants, Cost to the customer, Convenience and
Communication
7Ps Product, Price, Place, Promoting, Process, People and Physical Evidence
ABM Account Based marketing
Ad Advertising
AIDA Attention Interest Desire Action
AIM Alternative Investment Market
B2B Business to Business
BDI Brand Development Index
BEP Break Even Point
BI Business Intelligence
BTL Below the line
CDI Category Development Index
CLS Costumer Location System
CLV Customer Lifetime Value
CMS Content Management System
CPC Cost Per Click
CPL Cost Per Lead
CPS Cost Per Sale
CR Concession Rate
CRM Customer Relationship Management.
CTR Click through rate
DM Digital Marketing
DRA Direct Response Advertising
DSA Direct Selling Agent.
eCommerce Electronic Commerce
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EM Email
EOQ Economic Order quality.
FDI Foreign Direct Investment
GRS Gross Rating Point
HNI High Networth Individual
IDRA Industries Development and Regulation Act
IMC Integrated Marketing Communications
IMF International Monetary Fund
JIT Just in Time
KYC Know Your Customer
LTV Life Time Value
MAA Marketing Authorization Application
MAP Marketing Automation Platform
MBO Management by Objectives
MC Marginal Cost.
MDSS Marketing Decision Support System
MKT Marketing
MLM Multi Level Marketing
MR Market Research
MRP Manufacturing Resource Planning
MRTP Monopolies and Restrictive Trade Practices
MS Market Surveillance
NII Net Interest Income
NPD New Product Development
PAN Permanent Account Number
POP Point of Purchase Display
4 Ps Product Price Place Promoting
POS Point of Sale Display
PPA Pay Per Action
PPC Pay Per Click
PPI Pay Per Impression
PPL Pay Per Lead
R&D Research and Development
ROI Return on Investment
ROMI Return on Marketing Investment
RPM Resale Price Maintenance
SE Search Engine
SEM Search Engine Marketing
SEO Search Engine Optimization
SERP Search Engine Results Page
SFA Sales Force Automation
SIP Systematic Investment Plan
SMM Social Media Marketing
SMO Social Media Optimization
SWOT Strengths Weakness Opportunities Threats.
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TAP Targeted account programs

TMV True Market Value
UPC Universal Product Code
USP Unique Selling Proposition.
UX User Experience
VAT Value Added Tax
WOMM Word of Mouth Marketing
YTM Yield To Maturity
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Marketing Awareness PDF

The term Marketing is derived from the word MARKET.

Traditional & Modern Marketing Concept :

Five core customer and marketplace concepts:

5 Eras of Evolution in Marketing:

Difference between Direct and Indirect Marketing:

PLC (Product Life Cycle) :

Marketing Planning Appraisal Process

Value Chain Analysis:

Types of Consumer Products:

Marketing Plan consists of the following parts:

Types of Pricing Strategy

5 Cs for marketing decision making

Types Of Market Situations :

Maslow's Hierarchy Of Needs:

Marketing vs. Selling:

Methods of forecasting demand of product in market

Some Important Marketing Terms

TAP Targeted account programs

AffairsCloud Important Page Links

Current Affairs Sections

General Awareness Sections

Subject-Wise Question Sections

Study Notes Sections

GOOD LUCK WITH YOUR EXAMS!!!

Suggestions are welcomed; Contact us any time at Affairscloud@gmail.com &

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