5 Marketing Department

8/11/2019 5 Marketing Department

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MARKETING DEPARTMENT

MARKETING

DEPARTMENT

V.M. PATEL COLLEGE OF MANAGEMENT, KHERVA 15


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INTRODUCTION

arketing is very important for any organization. If company has not marketingdepartment so it is not sales its product. This type of organization structure is

very important because when company has marketing department so it can easy to sale its

product.

M

According to hilip !otler" #$arketing $anagement is the analysis" planning"

implementation and control of programs designing to create build and maintain beneficial

e%change with target buyers for the purpose of achieving organizational ob&ectives.'

The concepts of market are very important. $arketing is a comprehensive learn. It

includes primary resources such as human resources" finance ( management as well as a

set of activities in order to direct the flow of goods ( services from producer to consumer

in the process of e%change ( distribution.

$arketing may be defined as the process of e%change between seller ( buyer. It involves

a number of inter related activities designed to plan promote" distribute ( price a product

or service in order to meet the wants ( needs of both the parties in e%change.

$arketing is the #)reating ( delivery of standard of living to the society' A total system

of interacting the business activities designed to plan" price promote ( distribute want

satisfying products ( service to present ( potential customers.

According to the committee of American marketing association. $arketing consist of

performance of business activity that direct the flow of good and services from producers

or supplier to the consumer and users.

V.M. PATEL COLLEGE OF MANAGEMENT, KHERVA 1*


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MARKETING FUNCTION ANALYSIS

$arketing is only function" which directly deals with consumer. The heart of modernmarketing is creating customer values and satisfaction. The common definition of

marketing is delivery of customer satisfaction rofit. The main goal of marketing is to

attract new consumer by providing superior values and to keep current customer by

delivery satisfaction.

$arketing is so basic that it cant be consider a separate function. It is the whole business

seen from the viewpoint of its final result that is from the customer viewpoint.

$arketing is the analysis planning implementation and control of programmers designed

to bring about desired e%changes with target audiences for the purpose of personal mutual

gain. It relies heavily on the adoption and co+ordination of product" price" promotion and

place for achieving effective response.

V.M. PATEL COLLEGE OF MANAGEMENT, KHERVA 1,


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CHANNEL OF DISTRIBUTION

$ost producers use intermediaries to bring their product to market. They try to force a

distribution channel. #A set of interdependent organization involved in the process of

making a product or services available for use or consumption by the consumer or

business users.' -umber of the intermediate shows the length of the distribution channel.

DIRECT MARKETING CHANNEL:

irect marketing channel has no intermediary levels. It consists of a company selling

directly to the consumers.

INDIRECT MARKETING CHANNEL:

Indirect marketing channels have one or more than one intermediaries levels. As above

diagram all the distribution channels level e%cept channel the e%amples of indirect

marketing channels.

-ow" we will discuss that Advatech is using which types of distribution channel.

Advatech is using both types of $arketing )hannel.

/10 Indirect marketing channel

/0 irect marketing channel



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ADVATECH DISTRIBUTION CHANNEL

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COVERAGE OF THE MARKET

Advatech have largest coverage of market. In India it has devided in four zone.

.9.$arketing zone

8outhern india zone

-orthern india zone

=u&arat ( central india zone

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V.M. PATEL COLLEGE OF MANAGEMENT, KHERVA >


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MARKET SEGMENTATION

#$arketing segmentation is the sub dividing of a market in to distinguish sub set of

customers" where any subsets of customers may be selected as a target market to be

reached with distinguish marketing mi%.'

In segmenting markets" markets can apply =eographic" emographic ( sychographic

variable related to consumer characteristics as well as :ehavioral variables related to

consumer responses.

A. GEOGRAPHIC SEGMENTATION:

=eographic segmentation calls for dividing the market into different geographic units

such as? nations" states" regions" countries" cities or neighborhoods.

A )ompany may decide to operate in one or a few geographical area" or to operate in all

areas but pay attention to local variations in geographic difference in needs and wants.

B. DEMOGRAPHIC SEGMENTATION:

emographic segmentation dividing market into group based on demographic variable

such as age" gender" family size" family life style" income" occupation" education"

religion" generation and nationality.

1. Age And 7ifecycle 8egmentation

. =ender 8egmentation

@. Income 8egmentation

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Age ( life cycle segmentation offering different product or using different market

approaches for different age ( lifecycle groups.



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=ender segmentation dividing a market into different groups based on gender. =ender

segmentation has long been used in )lothing" cosmetics and magazines.

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Income segmentation dividing a market into different income groups. The marketers of

products and services such as automobiles" boats" clothing" cosmetics" financial services

and travel have long used income segmentation.

Advatech has adopted geographic segmentation. The high+class people used Alaskaplatinum tiles and lower )lass people used Alaska silver.

V.M. PATEL COLLEGE OF MANAGEMENT, KHERVA


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MARKETING RESEARCH CHART

V.M. PATEL COLLEGE OF MANAGEMENT, KHERVA @

efine the problem and

research ob&ective

evelop the research

lan

Analyze the information

resent the findings

)ollect the information

$ake the decision


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MARKETING RESEARCH PROCESS

#$arketing research as the systematic design" collection" analysis" and reporting of data

and finding relevant to specific marketing situation facing the company.' $arketing

research process as under?

A. DEFINE THE PROBLEM AND RESEARCH OBJECTIVES:

roblems should not be defined either too broadly or too narrowly. A very broad or vague

definition leads to e%cessive wastage of resources. Too narrow a definition leads to

inadeCuate data or information that is to help take an effective decision.

Dhat is to be researched / the content" the scope0 and

Dhy is it to be researched / the decision that are to be made0

B. DEVELOP THE RESEARCH PLAN:

The second stage of marketing research reCuires develop the most efficient plan forgathering the needed information. This involves decision on the sources" research

approaches" research instruments" sampling plan" and contact methods.

C. COLLECT THE INFORMATION:

our ma&or problems arise?

8ome respondents will not be at home and must be contacted again or replaced.

9ther respondents will refuse to co+operate

9thers will give biased or dishonest answers

8ome interviewers will be based or dishonest

V.M. PATEL COLLEGE OF MANAGEMENT, KHERVA E


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D. ANALYZE THE INFORMATION:

The researcher tabulates the data and develops freCuency distributions. Averages and

measures of dispersion are computed for the ma&or variables. The researcher will also

apply some advanced statistical techniCues and decision models in the hope of

discovering additional findings.

E. PRESENT THE FINDINGS:

The researcher should present findings that are relevant to ma&or marketing decisions

facing management.

F. MAKE THE DECISION:

epending on their confidence in the finding" managers decide to use it" discard it" or

carry out more research.



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ADVERTISING

Advertising is one of the tools that a company uses to direct persuasive communication to

target buyers ( consumer. Advertising is any paid from of non+personal presentation (

promotion of ideas well as services by identified sponsors. Advertising is employed in all

the countries of the world. Advertising is a cost effective ways to dissemination

messages.

The ma&or ob&ective of advertising is to inform to persuade ( to remind customers about

the media. reCuency ( impact" choosing" among ma&or media type" selecting specific

media vehicles" deciding on media timing ( deciding geographical media allocation.

Advertising is very important tool for the product range of Advatech. The company is

given advertising in reputed ( well+circulated industrial magazines" -ewspapers etc.

This is done order to bring awareness of the companys various products among the

customers ( introduce" co+range of product into nearly diversification fields.

V.M. PATEL COLLEGE OF MANAGEMENT, KHERVA *

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5 Marketing Department