Marketing

Unit 2

Perfect! I’ll now give you Unit 1 of Marketing with each point expanded to at least
two lines, clear and simple—ideal for memorizing and writing well in exams. Here
are the first two topics:

1. Role of Marketing (20 points, each 2+ lines)

1. Marketing acts as a bridge between producers and consumers by
identifying what people want and delivering it effectively.
2. It studies customer needs through research, helping businesses design
products that truly match buyer expectations.
3. Marketing increases product awareness by promoting goods through
advertising and sales campaigns.
4. It boosts business profits by attracting new customers and keeping the
current ones satisfied.
5. Marketing helps businesses enter new markets and expand their customer
base across different regions.
6. It supports pricing decisions by analyzing demand, competition, and
cost to set suitable prices.
7. Marketing helps create brand identity by building a strong public image
for products or services.
8. It encourages product improvements based on customer feedback and
market trends.
9. Through effective communication, marketing educates consumers about the
benefits and usage of products.
10. It helps businesses survive in competitive markets by staying updated
and customer-focused.
11. Marketing ensures the availability of goods by managing smooth
distribution systems.
12. It also motivates innovation by observing gaps in the market and
suggesting new ideas.
13. Marketing improves customer loyalty by ensuring customer satisfaction
and good service.
14. It creates employment in fields like sales, logistics, promotion, and
advertising.
15. Marketing builds long-term relationships by keeping communication open
with customers.
16. It helps companies adapt to changes in customer preferences and
lifestyles.
17. It influences demand positively, which leads to increased production
and business growth.
18. Marketing plays a vital role in economic development by improving trade
and business efficiency.
19. It helps businesses make informed decisions through data from customer
behavior and feedback.
20. Overall, marketing is the heart of any business as it connects every
part to the customer.

2. Functions of Marketing (20 points, each 2+ lines)

1. Buying: It involves selecting the right goods or raw materials to meet
customer demands and quality standards.
2. Assembling: This function gathers products from different sources to
ensure variety and availability for consumers.
 3. Selling: It includes personal selling, advertising, and other efforts
to convince people to purchase the product.
4. Transportation: Marketing arranges the movement of goods from
manufacturers to wholesalers, retailers, and finally to customers.
5. Warehousing: Goods are stored safely in warehouses until they are
needed in the market.
6. Standardization: It ensures uniform quality, design, or features of
products so that consumers get consistency.
7. Grading: This involves sorting products into categories based on size,
quality, or price.
8. Financing: Marketing supports sellers and buyers through credit, loans,
or other financial help to ease transactions.
9. Risk Bearing: Businesses face risks like theft or loss, which are
managed through insurance and careful planning.
10. Market Information: Collecting and analyzing customer and market data
helps in making better business decisions.
11. Packaging: It protects the product and also plays a role in attracting
customer attention.
12. Labeling: Labels give important information such as ingredients, price,
usage, and expiry dates.
13. Advertising: Marketing spreads awareness about products through
newspapers, TV, social media, etc.
14. Sales Promotion: It includes discounts, contests, and special deals to
increase short-term sales.
15. Distribution: This function makes sure the product reaches consumers
through retailers, agents, or online platforms.
16. Customer Service: It ensures customers are supported even after the
sale through feedback and issue handling.
17. Product Planning: Businesses decide the size, design, quality, and
packaging of a product before launching.
18. Pricing: Prices are set to balance customer value and company profit
based on demand and cost.
19. Market Research: It studies market trends, consumer preferences, and
competitor strategies.
20. After-Sales Service: Support like repairs or product guidance helps
retain customer trust.

3. Concept of Marketing Mix – Key Points

1. The marketing mix is a tool that helps businesses plan how to sell
their products or services.
2. It is commonly known as the 4Ps: Product, Price, Place, and Promotion.
3. Product is the actual item or service offered, including its quality,
design, features, and branding.
4. The Price is the amount a customer pays; it should be affordable and
also help the business make a profit.
5. Place refers to how and where the product is made available—online, in
stores, or through delivery.
6. Promotion includes all ways the business tells people about the product
—advertisements, social media, discounts, etc.
7. A good mix of all 4Ps ensures the product reaches the right customers,
at the right time, and in the right way.
8. Businesses adjust their marketing mix based on trends, competition, or
customer behavior.
9. A well-balanced mix helps in creating demand and increasing customer
satisfaction.
10. The 4Ps work together to create a successful marketing strategy.
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4. Marketing Approaches – Key Points

1. Marketing approaches are different ways companies think about selling
products.
2. The Production Approach focuses on making cheap, easily available goods
in large amounts.
3. The Product Approach aims to make high-quality products, believing
customers want the best.
4. The Selling Approach pushes products using strong advertising and sales
tricks.
5. The Marketing Approach focuses on finding out what customers want and
then meeting those needs.
6. This approach values customer satisfaction over just selling products.
7. The Societal Marketing Approach also considers the well-being of
society and the environment.
8. Examples include using recyclable packaging or supporting local
communities.
9. Each approach shows how businesses think about customers and their
sales strategy.
10. Modern companies mostly follow the marketing and societal marketing
approaches for long-term success.

5. Environmental Factors Affecting Marketing – Key Points

1. Marketing is affected by many external and internal factors, known as
the marketing environment.
2. The micro environment includes close influences like customers,
suppliers, competitors, intermediaries, and the public.
3. The macro environment includes broader factors like economic
conditions, society, technology, politics, and environment.
4. Economic factors include inflation, income levels, and market demand.
5. Social factors include lifestyles, family structure, and health trends.
6. Technological changes like new gadgets or apps can affect how products
are made and sold.
7. Political and legal rules include government policies, taxes, and
advertising laws.
8. Cultural factors include traditions, values, and local beliefs that
shape buying behavior.
9. Environmental concerns like pollution and climate change force
businesses to go green.
10. A business must monitor these factors regularly and adjust its
marketing strategies to stay competitive.