PRINCIPLES OF MARKETING - mdudde.net I, III/B.Com. 2yr... · 4 SYLLABUS Paper-5: Principles of Marketing Max.: Marks: 100 Time: 3 Hours Note: Ten questions shall be set in the question

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PRINCIPLES OF MARKETING

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fo"k; lwph

v/;k; 1 foi.ku 5

v/;k; 2 foi.ku fopkj 20

v/;k; 3 foi.ku feJ.k 37

v/;k; 4 foi.ku i;kZoj.k 41

v/;k; 5 Øsrk O;ogkj 65

v/;k; 6 cktkj foHkfDrdj.k 84

v/;k; 7 oLrq fu;kstu ,oa fodkl 95

v/;k; 8 mRikn igpku 135

v/;k; 9 mRikn thou pØ 152

v/;k; 10 dher fu/kkZj.k 168

v/;k; 11 forj.k okfgdk,¡ 194

v/;k; 12 Fkksd forj.k 220

v/;k; 13 QqVdj forj.k 231

v/;k; 14 HkkSfrd forj.k 242

v/;k; 15 foi.ku lapkj lafeJ ;k lao/kZu lafeJ 249

v/;k; 16 foKkiu 258

v/;k; 17 foKkiu izfr 287

v/;k; 18 oS;fDrd foØ; 297

v/;k; 19 foØ; lao)Zu 318

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SYLLABUS

Paper-5: Principles of Marketing

Max.: Marks: 100

Time: 3 Hours

Note: Ten questions shall be set in the question paper covering the whole syllabus. The candidates will be

required to attempt any five questions.

Introduction: Nature and scope of marketing; Importance of marketing as a business function, and in the

economy; Marketing concepts-traditional and modern: Selling vs. marketing, marketing mix; Marketing

environment.

Consumer Behaviour and Market Segmentation: Nature, scope, and significance of consumer behaviour;

Market segmentation – concept and importance; Bases for market segmentation.

Product: Concept of product, consumer, and industrial goods; Product planning and development; Packaging-

role and functions; Brand name and trade market; after-sales service; Product life cycle concept.

Price: Importance of price in the marketing mix; Factors affecting price of a product/service; Discounts and

rebates.

Distribution Channels and Physical Distribution: Distribution channels-concept and role; Types of distribu-

tion channels; Factors affecting choice of a distribution channel; Retailer and wholesaler; Physical distribution of

goods; transportation; Warehousing; Inventory control; Order processing.

Promotion: Methods of promotion; Optimum Promotion Mix; Advertising Media-, Their relative merits and

limitations, characteristics of an effective advertisement, Personal Selling, Publicity: Sales promotion and public

relations.

foi.ku 5

v/;k;&1foi.ku(Marketing)

foi.ku dk vFkZ ,oa mldh ifjHkk"kk,¡(Meaning of Marketing and its Definitions)

O;ogkj esa ^foi.ku* dh gj O;fDr us viuh fLFkfr] ;ksX;rk] in vko';drk ,oa okrkoj.k ds lUnHkZ esa le>us dh ps"Bkdh gSA vusd miHkksDrkvksa us bls ^'kkfiax* dk i;kZ;okph ekuk gS rks foØsrkvksa us ^foØ;* dkA vusd xzkeh.k fdlkuksa usbls foi.ku lgdkjh lfefr;ksa ds :i esa ns[kk gS rks mRiknu bfUtfu;lZ us mRikn&fMtkbu ds vfHkdYiu ,oa fdLefu/kkZj.k ds :i esa vusd foHkkxh; Hk.Mkjksa ds izca/kdksa us bls QqVdj foØ;* dgk gS rks foKkiu vf/k'kkfl;ksa us foKkiu*]tcfd okLrfodrk esa foi.ku* Ø;&foØ; foi.ku lgdkjh lfefr;ksa mRiknu&fMtkbu ds vfHkdYiu ,o fdLe fu/kkZj.k]QqVdj foØ;] foKkiu vkfn ls dgha vf/kd ,slk O;kid fopkj ,oa fØ;k {ks=k gS ftleas oLrqvksa ,o lsokvksa ds mRiknuls igys fd fØ;kvkas ls yxkdj muds forj.k ,oa muds lEcU/k esa vo';d foØ;ksijkUr lsok,¡ rd lfEefyr gksrh gSaA

lk/kkj.kr;k foi.ku dk vFkZ oLrqvksa ds Ø; ,oa foØ; ls yxk;k tkrk gS ysfdu foi.ku fo'ks"kK bldk vFkZ oLrqvksa dsØ; ,oa foØ; rd lhfer ugha djrs cfYd Ø; ,oa foØ; ls iwoZ ,oa i'pkr dh fØ;kvkas dks Hkh bldk vax ekurs gSaAdqN fo}ku rks Ø; ,oa foØ; ds vfrfjDr lekftd mÙkjnkf;Ro fuHkkus dks Hkh foi.ku dk ,d izew[k dk;Z ekudj foi.kudk vFkZ yxkrs gSaA vr% geus v/;;u dh lqfo/kk ds fy, foi.ku ds vFkZ dh O;k[;k djus okys fo}kuksa dks nks Hkkxksa esack¡V fn;k gSA

(i) iqjkuh fopkj/kkjk okys ;k ladh.kZ vFkZ okys

(ii) uohu fopkj/kkjk okys ;k foLrr vFkZ okys

(i) foi.ku lEcUèkh iqjkuh fopkj/kkjk (Old Concept of Marketing)& izkphu fopkjèkkjk esa foi.ku ds vUrxZr os lHkhfØ;k,a lfEefyr dh tkrh Fkh tks oLrqvksa dks mRiknu dsUæksa ls mBkdj mudks miHkksDrkvkas rd igqapkus ds fy,dh tkrh gSA bl :i esa blds vUrxZr Ø;] foKkiu] laxzg] ;krk;kr] Js.khdj.k vkfn fØ;k,¡ vk tkrh FkhA foi.kulEcUèkh iqjkuh o ladh.kZ fopkj/kkjk esa fuEu fo}kuksa }kjk nh xbZ ifjHk"kkvksa dks ys ldrs gSa % &

(1) izks- ikby (Pyle) ds er esa ^foi.ku esa Ø; ,oa foØ; nksuksa gh fØ;k,a 'kkfey gksrh gS**] ¼bldk vFkZ ;g gS fd foi.kuesa dsoy Ø; ,o foØ; fØ;kvksa dk gh vè;;u fd;k tkrk gS] 'ks"k vU; fØ;k,a tSls] ifjogu Hk.Mkj] foÙk O;oLFkk]tksf[ke vkfn foi.ku dh ifjHkk"kk ds vUrxZr ugha vkrsA

(2) ,MoMZ (Edverd) ,oa MsfoM (David) ds vuqlkj] ^^foi.ku ,d vkfFkZd jhfr gS ftlds }kjk oLrqvksa o lsokvksa dkscnyk tkrk gS rFkk ewY; eqæk esa r; fd, tkrs gSa** ¼okLro esa foi.ku ,d jhfr gS ftlds }kjk oLrqvksa ,oa lsokvksadks cnyk tkrk gS rFkk bls cnyus ds fy, mu oLrqvksa ,oa lsokvksa ds ewY; blds }kjk fuèkkZfjr fd, tkrs gSa½A

(3) Vkmlys] DykdZ ,oa DykdZ ds vuqlkj ^^foi.ku esa os lHkh iz;Ru 'kkfey gSa tks oLrqvksa vkSj lsokvksa ds LokfeRogLrkrj.k dks izHkkfor djrs gSa vkSj muds HkkSfrd forj.k dh O;oLFkk djrs gSaA**

(4) vesfjdu ekdsZfVax ,lksfl;s'ku ds vuqlkj] foi.ku mu O;kolkf;d fØ;kvksa dk fu"iknu gS tks fd oLrqvksa ,oalsokvksa ds izokg dks mRiknd ls miHkksDrkvksa vFkok mi;ksxdrkZvkas dh vksj funsZf'kr djrk gSA1

1 Marketing is concerned with all the resources and activities involved in the flow of goods and services fromproducer to consumer."

- American Marketing Association.

6 foi.ku ds fl)kUr

foi.ku dh ;g ifjHkk"kk yEcs le; rd ekU; ,oa izpfyr jgh gS] fdUrq bls fuEu dkj.kksa ls ladh.kZ vkSj ijEijkxrekuk x;k gS %

(i) ;g foi.ku ds lexz fopkj dks izLrqr ugha djrh gSA ;g rks dsoy foi.ku ds vkfFkZd vkSj HkkSfrd igyw ¼tks fdoLrqvksa ,oa lsokvksa ds fooj.k ls lEc) gS ½ ij cy nsrh gS vkSj ekuoh; vko';drkvksa dh lUrqf"V rFkk foi.kuesa lfUufgr izcUèkdh; fu.kZ;ksa ls lEc) foi.ku ds ekufld igyw dh mis{kk djrh gSA

(ii) ;g foi.ku ds {ks=k dks ladqfpr dj nsrh gSA bl ifjHkk"kk ds vuqlkj oLrqvkas ,oa lsokvksa ds mRiknu ls yxkdjforj.k rd dh fØ;k;sa gh foi.ku esa lfEefyr gksrh gSa tcfd mRiknu ls iwoZ ,oa forj.k ds ckn dh fØ;k;sa Hkhfoi.ku esa lfEefyr dh tkuh pkfg,A

(iii) ;g mRiknksUeq[kh (Production oriented) gS] xzkgdksUeq[kh (Customer oriented) ughaA ;g ifjHkk"kk cktkj&vuqlUèkkuksa,oa xzkgd&vuqlU/kkuksa dks foi.ku fØ;k&dykiksa dk vax ugha ekurh gS vkSj bl n'kZu ij vk/kkfjr gS fdmRiknd&foØsrk ;g Hkyh&Hkk¡fr tkurs gSa fd miHkksDrk ds fy, D;k vPNk gS vkSj mls fdl oLrq dh t:jr gSA2

(iv) bl ifjHkk"kk ls izcUèkd ds foi.ku lEcU/kh nkf;Roksa dk Kku ugha gksrkA

(5) duolZ] áwts ,oa fepsy ds vuqlkj] ^^foi.ku ls vk'k; mu fØ;kvksa ls gS tks oLrqvksa ,oa lsokvksa dks mRiknu lsmiHkksx rd izokfgr djrh gSA

(6) àhyj ds vuqlkj ^^foi.ku mu leLr lalk/kuksa ,oa fØ;kvksa ls lEcfU/kr gS ftuls oLrq;sa rFkk lsok;sa mRiknu lsmiHkksDrk rd igq¡prh gSA**1

vesfjdu ekdsZfVax ,lksfl;s'ku dh ifjHkk"kk ftu nks"kksa ls xzLr gS] muls fepsy] DykdZ] ik;ys] àhyj vfn dhifjHkk"kk,¡ Hkh xzLr gSaA

foLrr vFkZ okyh ifjHkk"kk,¡ (Definitions in Broad Sense) ;k uohu fopkj/kkjk okys

(1) ihVj ,Q- Mªdj ds vuqlkj ^foi.ku ,d izfØ;k gS tks fdlh lalk/ku ,oa fof'k"V Kku dks foif.k LFkku ij vkfFkZdewY; okys ;ksxnku esa ifjofrZr djrh gSA**2

;g ifjHkk"kk lkektkfFkZd nf"Vdks.k dks izLrqr djrh gS vkSj foi.ku dks ,slh izfØ;k ekurh gS tks vkfFkZd ewY;okyh oLrqvksa ,oa lsokvksa dk fuekZ.k rFkk forj.k djrh gS vkSj bl dk;Z gsrq lkekftd lk/kuksa ,oa Kku dks dkeesa ysrh gSA

(2) ikWy etwj ds vuqlkj] ^^foi.ku dk vFkZ lekt dks thou&Lrj iznku djuk gSA**3

foi.ku dh ;g ifjHkk"kk dkQh y?kq gS] fdUrq lkFk gh ljy ,oa lkekftd Hkh ;g lkekftd lUrqf"V ds ltu dksfoi.ku dk dk;Z ekurh gSA ;g miHkksDrk&izèkku vFkok xzkgdksUeq[kh gS vkSj foi.ku dks lkekftd&vkfFkZd {ks=k lslEc) djrh gSA brus ij Hkh ;g foi.ku fØ;k&dykiksa dh izÑfr dks Li"V djus esa l{ke ugha gSA

(3) izks- ekYde eWdus;j ds vuqlkj] ^^foi.ku ls vk'k; lekt ds fy;s thou&Lrj dk fuekZ.k djus rFkk lekt dksmldh lqiqnZxh djus ls gSA**4

2 "Marketing is a process which converts a resource, distinct knowledge into a contribution of economic value in the marketplace."

- Peter F. Drucker "The Practice of Management", 1954, p. 91.3 " Marketing is the delivery of a standard of living.

-Paul Mazur, The Standards We Raise" (1953) pp. 18-28, Quoted from,

"Management in-marketing," Laza and Corbin, p. 71.4 " Marketing is the creation and delivery of standard of living".

- Prof. Malcom MC Nair, Quoted from "Fundamentals of Marketing, W. J.

Stanton, p. 5. Fourth edition 1975, McGraw Hill Kogakusha Ltd. Tokyo.

foi.ku 7

;g ifjHkk"kk ikWy etwj dh ifjHkk"kk ij ,d lq/kkj gSA ;g foi.ku {ks=k esa mu lHkh fØ;kvksa dks lekfo"V djrhgS] tks lekt ds fy;s thou&Lrj ds fuekZ.k ,oa mldh lqiqnZxh ls lEcU/k j[krh gSA bl ifjHkk"kk us O;olk; dkslektksUeq[kh cuk fn;k gSA ;g ifjHkk"kk crykrh gS fd foi.ku ds fodkl ds lkFk lekt dk thou&Lrj] lef),oa [kq'kgkyh tqM+h gqbZ gSA ;g ifjHkk"kk mRiknu] forj.k] Ø;&'kfDr vkSj lkekftd ewY;ksa esa lh/kk lEcU/k LFkkfirdjrh gSA brus ij Hkh ;g ifjHkk"kk rduhdh nf"V ls foi.ku dh izÑfr] mlds fof'k"V fØ;k&dykiksa ,oa mldslok±xh.k igyqvksa ij izdk'k ugha Mkyrh gSA

(4) gSUlu ds vuqlkj] ^foi.ku miHkksDrkvksa dh bPNkvkas dks ekywe djus] mUgsa fof'k"V oLrqvksa ,oa mRiknksa esa ifjofrZrdjus vkSj rnqijkUr mu oLrqvksa ,oa lsokvksa ds tfj;s vfèkdkf/kd miHkksDrkvksa ds mi;ksx dks lEHko cukus dh izfØ;kgSA**5

gSUlu dh ifjHkk"kk miHkksDrk&iz/kku gS vkSj crykrh gS fd foi.ku izfØ;k miHkksDrk dh bPNkvksa dh [kkst ds lkFkizkjEHk gksrh gS rFkk mudh lUrqf"V ds lkFk lekIr gksrh gSA ekuoh; bPNkvksa ds tUe ,oa lUrqf"V dk pØ fujUrjpyrk jgrk gSA blfy, foi.ku izfØ;k Hkh vuojr pyrh jgrh gSA

(5) dkSfUly vkWQ fn bULVhV~;wV vkWQ ekdsZfVax] ;w- dsds vuqlkj ^foi.ku og izcU/k&dk;Z gS tks dEiuh }kjk fuèkkZfjrmís';ksa ;k ykHk&y{;ksa dh izkfIr ds fy;s mu leLr O;kolkf;d fØ;kvksa dk laxBu ,oa funsZ'ku djrk gS tks fdfof'k"V mRikn vFkok lsok ds fy;s xzkgd dh Ø;&'kfDr dk vuqeku yxkus ,oa mldks izHkkoh ekax esa cnyus rFkkmRikn vFkok lsok dks vfUre miHkksDrk ;k iz;ksDrk rd igqapkus ls lEcUèk j[krh gSA**6

;g ifjHkk"kk fuEu xq.kksa ls ;qDr gS % &(i) izcU/k rFkk izcU/kdksa ij cy nsrh gSA(ii) foi.ku rduhdksa dks vko';d O;kolkf;d fØ;k&dykiksa ls lEc) djrh gSA(iii) dEiuh ds y{;ksa ,oa foi.ku&y{;ksa ds e/; izxk<+ lEcU/k LFkkfir djrh gSA(iv) foi.ku ds izcU/kdh; Lo:i ,oa foi.ku&izfØ;k ds Lo:i esa vUrj crykrh gSA

(6) dafMQ] fLVy ,oa xksoksuh ds vuqlkj] ^foi.ku og izcU/kdh; izfØ;k gS ftlds }kjk cktkjksa dh t:jrksa ds vuq:imRikn cuk;s tkrs gSa vkSj muds LokfeRo dk gLrkUrj.k fd;k tkrk gSA**7

;g ifjHkk"kk foi.ku dh nks egÙoiw.kZ ckrksa ij izdk'k Mkyrh gS &

(i) foi.ku cktkj ,oa mRikn dh vUrfuZHkZjrk dks crykus okyk fØ;k{ks=k gS] rFkk

(ii) foi.ku ds fy, oLrqvksa ,oa lsokvksa ds LokfeRo dk gLrkUrj.k t:jh gS vkSj foi.ku }kjk og lEiUu gksrk gSa

bl ifjHkk"kk ds ys[kdksa dk dguk gS fd ^^foi.ku ,oa mRiknu fØ;k;sa ijLij lEc) gSaA ge mUgha oLrqvksa dkfoi.ku dj ldrs gSa ftUgsa mRikfnr fd;k tk ldrk gS vkSj gesa mUgha oLrqvksa dk mRiknu djuk pkfg, ftUgsa cktkjesa cspk tk ldrk gksA** 8

5 "Marketing is the process of discovering and translating consumer wants into product and service specification and then in turn

helping make it possible for more and more consumers to enjoy more of these products and services."

– Hansen

6 Marketing is " the managment function which organises and dircets all these activites involved in assessing and converting customer

purchasing power into effetive demand for a specific product of service and in moving the product or service to the final consummer or user

so as to achieve the profit target of other objectives set by a company.' - Council codifies a new definition of marketing, an article published

in 'Marketing' Oct. 1966, p. 1285.

7 "Marketing is the managerial process by which products are matched with markets and through which transfers of ownership are effected."

- Edward W. Cundiff, R. R. Still and N. A. P.

Govoni, "Fundamentals of Modern Marketing, "1974 p. s. phi

8 Ibid, p. 5

8 foi.ku ds fl)kUr

bl çdkj foi.ku og çfØ;k gS tks mRiknu] forj.k ,oa miHkksx esa ikjLifjd lEcU/k LFkkfir djrh gSA

(7) LVsUVu ds vuqlkj] ^foi.ku mu vUrfØZ;k'khy O;kolkf;d izfØ;kvksa dh lEiw.kZ iz.kkyh gS tks orZeku ,oa lEHkkforxzkgdksa dh vko';drkvksa dks lUrq"V djus okys mRiknksa ,oa lsokvksa dh ;kstuk cukus] dher fu/kkZfjr djus] fodkldjus rFkk mudk forj.k djus ls lEcU/k j[krh gSA**9

LVsUVu fy[krs gSa fd bl ifjHkk"kk esa fuEu fo'ks"krk,¡ gSa % &

(i) ;g oS/kkfud vFkok vkfFkZd ifjHkk"kk ugha gS] cfYd izcU/kdh; ifjHkk"kk gSA

(ii) ;g miHkksDrk&iz/kku (Consumer oriented) gS vkSj xzkgdksa dh vko';drkvkas dks izHkkoh <ax ls igpkuus vkSj mudkslUrq"V djus ij cy nsrh gSA

(iii) ;g foi.ku dks ,d xfr'khy] lexz ,oa ,dhÑr O;kolkf;d izfØ;k crykrh gSA ;g Li"V djrh gS fd foi.kumu O;kolkf;d fØ;kvksa dh lexz iz.kkyh gS tks ijLij fØ;k'khy gSa] ,d&nwljs ij izHkko Mkyus okyh gSa rFkk,d&nwljs dk ifj.kke gSA bl izdkj] foi.ku Lo;a esa dksbZ fØ;k u gksdj dbZ fØ;kvksa dh vUrfØZ;k'khyrk dkifj.kke gSA

(iv) foi.ku dk;ZØe mRikn&fopkj ds lkFk gh 'kq: gksrk gS vkSj rc rd lekIr ugha gksrk gS] tc rd fd xzkgdksa dhvko';drk,¡ iwjh rjg ls lUrq"V ugha gks tkrh gSaA

(v) ;g ifjHkk"kk crykrh gS fd lQyrk ds fy, foi.ku }kjk nh?kZdky esa vf/kdre ykHkizn foØ; ¼ftldh uhaoxzkgd&lUrqf"V ij vk/kkfjr gks½ fd;k tkuk pkfg,A foi.ku dk;ZØe dks U;wure ykxr ij iw.kZ izHkko'khyrk dslkFk ykxw fd;k tkuk pkfg,A

foi.ku dks foLrr nf"Vdks.k ls ns[krs gq, LVsUVu us fy[kk gS fd foi.ku dsoy ek=k ,d O;kolkf;d fofue; fØ;kgh ugha gS cfYd ,d lkekftd fofue; fØ;k Hkh gSA

(8) fQfyi dksVyj ds vuqlkj ^^foi.ku ;g ekuoh; fØ;k gS tks fofue; izfØ;kvksa ds tfj;s vko';drkvksa ,oabPNkvksa dh lUrqf"V dh vksj funsZf'kr dh tkrh gSA**10

mijksDr ifjHkk"kk esa dksVyj us foi.ku dks rhu nf"Vdks.kksa ls ns[kk gS &

(i) foi.ku ,d fo|k ds :i esa (Marketing as a Discipline) foi.ku ,d fo|k gS tks mu ekuoh; fØ;kvksa o laLFkkvksals lEcfU/kr gS tks foi.ku izfØ;kvksa }kjk oLrqvksa rFkk lsokvksa dks miyC/k djrh gSA

(ii) foi.ku ,d m|ksx ds :i esa (Marketing as a craft) & foi.ku fofue; O;ogkjksa (Transactions) dk izcU/k gSftldk eq[; mís'; foi.kdksa ds y{;ksa dks iwjk djuk gSA O;kolkf;d laxBu ds vykok ikjLifjd ykHkkFkZ la?k]lsok laxBu rFkk tulsoh lfefr;ksa ds O;ogkj Hkh foi.ku ds {ks=k esa lfEefyr gSaA

(iii) foi.ku ,d n'kZu ds :i esa (Marketing as a Philosophy) & foi.ku ,d n'kZu gS tks ekuoh; vko';drkvksa dsfu/kkZj.k] iwfrZ ,oa lUrqf"V ls foi.ku lEca/kh iz;Ruksa dks tksM+rk gSA

mi;qZDr foospu ls Li"V gS fd foi.ku mu leLr fØ;k&dykiksa dk v/;;u gS ftudk mís'; O;fDrxr vkSjlaLFkkxr miHkksDrkvksa dh bPNkvkas dks tkxr djuk] vko';drkvksa dk irk yxkuk rFkk mudh iwfrZ o lUrqf"Vgsrq izR;{k vFkok vizR;{k fofue; lEcU/k ds vk/kkj ij oLrq ,oa lsok,a iznku dj iwoZ fu/kkZfjr y{;ksa dks izkIrdjuk gSA

foi.ku dh izÑfr ,oa fofHkUu nf"Vdks.k(Nature of Marketing and Various Approaches)

foi.ku dh izÑfr dks Li"V djus okys dqN izeq[k nf"Vdks.k fuEufyf[kr gSa &

(i) oLrqvksa ,oa lsokvksa dk fooj.k nf"Vdks.k (Distribution of Goods and Services Approach): ;g foi.ku dkijEijkxr nf"Vdks.k gS A bls oLrqxr nf"Vdks.k (Commodity Approach) Hkh dgrs gSaA ;g crykrk gS fd foi.ku

9 "Marketing is a total systems of interacting business activities designed to plan, price, promote and distribute want satisfying products and

services to persent potential customers.". W. J. Stanton, op cit, p. 510 Phillip Kotler : " Defining the limits of Marketing" Marketing education and Real World published by AMA Fall 1972.

foi.ku 9

ls vk'k; mu O;kolkf;d fØ;k&dykiksa ds fu"iknu ls gS tks mRiknksa vkSj lsokvksa dks mRikndksa ls miHkksDrkvksavFkok ç;ksDrkvksa rd igq¡prs gSaA vesfjdu ekdsZfVax ,lksfl;s'ku dh ifjHkk"kk foi.ku ds bl nf"Vdks.k dkizfrfufèkRo djrh gSA ;g nf"Vdks.k foi.ku dks ,d xfr (Motion) ekurk gS] D;ksafd lEiw.kZ foi.ku izfØ;k dslapkyu ls oLrq,¡ rFkk lsok,¡ mRikndksa ls miHkksDrkvksa vFkok iz;ksDrkvksa rd igqaprh gSaA bl xfr vFkok izokg dsfy, oLrqvksa ds LokfeRo ,oa vf/kdkj (Ownership and Possession) dk gLrkUrj.k rFkk ewY;ksa (Value) vFkokmi;ksfxrkvksa dk lapkj gksuk vko';d gSA

foi.ku dk inkFkZxr nf"Vdks.k foi.ku fd;s tkus okys izR;sd inkFkZ dk vè;;u iFkd~&iFkd~ :i ls djus ij cynsrk gSA ;g nf"Vdks.k bl ckr dh tkudkjh djkrk gS fd fof'k"V mRikndksa ls fof'k"V oLrq,¡ ;k lsok,¡ miHkksDrkvksard dSls igqaprh gSa vkSj mUgas igqapkus ds fy, dkSu&dkSu ls dk;Z djus vko';d gksrs gSa\ foi.ku ds vè;;u dk;g nf"Vdks.k crykrk gS fd fofHkUu izdkj dh oLrqvksa ,oa lsokvksa dk foi.ku djus okyh laLFkkvksa dh foi.kufofèk;k¡] leL;k,¡] vko';drk,¡ rFkk nf"Vdks.k fHkUu&fHkUu gksrs gSaA

foi.ku dk ;g nf"Vdks.k fuEu dfe;ksa ds dkj.k vkt vekU; gks x;k gS &

(i) ;g nf"Vdks.k foi.ku ds dk;Z {ks=k&dks ladqfpr djrk gS vkSj mRiknu ls igys ds dk;ks± tSls&cktkjvuqlU/kku] mRikn&fu;kstu] mRikn vfHkdYiu vkfn rFkk foØ; ds ckn dh foØ;ksijkUr lsokvksa dksfoi.ku izfØ;k dk vax ugha ekurk gSA

(iii) ;g nf"Vdks.k mRiknksUeq[kh gS vkSj bl ekU;rk ij vkfJr gS fd fuekZ.kd tks mRiknu dj jgs gSa] ogmiHkksDrkvksa ds fy, Bhd gSA

(2) thou&Lrj nf"Vdks.k (Standard of Living Approach) foi.ku ds bl nf"Vdks.k ds fodkl ds ikWy etwj ,oa izks-eydke edus;j dh ifjHkk"kkvksa us egRowi.kZ ;ksxnku fd;k gSA muds erkuqlkj foi.ku dk vFkZ lekt ds fy,thou Lrj dk fuekZ.k djuk ,oa mudh lqiqnZxh djuk gSA ;g nf"Vdks.k miHkksDrk&izèkku gS vkSj mPp thou Lrjds fuekZ.k ,oa mldh lqiqnZxh ds fy, tks Hkh dk;Z vko';d gS mUgsa foi.ku ds dk;Z&{ks=k esa mRiknu ls igys vkSjfoØ; ds ckn dh fØ;k,a ,oa lsok,¡ Hkh lfEefyr gks tkrh gSA okLro esa ;g nf"Vdks.k bruk foLrr gS fd lEiw.kZO;olk; dks gh foi.ku laxBu esa cny nsrk gSA

foi.ku ds thou&Lrj nf"Vdks.k dh ekU;rk gS fd mPp thou&Lrj ds fuekZ.k ,oa mldh miyfC/k ds fy, mÙke mRiknfufeZr fd;s tkus vkSj forfjr fd;s tkus vko';d gSaA vU; 'kCnksa esas] mRiknu] forj.k ,oa miHkksx esa ?kfu"V fdUrq leqfprlEcU/k gksuk pkfg, vkSj ,sls lEcU/k dk vk/kkj O;kolkf;d laxBuksa rFkk xzkgdksa dh vko';drk&lUrqf"V gksuk pkfg,A;g nf"Vdks.k Lohdkjrk gS fd foi.ku ds fodkl ds lkFk gh thou&Lrj tqM+k gqvk gSA foi.ku dk fodkl fdlh ns'kesa ftruk vf/kd gksxk] ml ns'k ds yksxksa dk thou&Lrj Hkh mruk gh vfèkd Åapk gksxkA

(3) mi;ksfxrk ltZu nf"Vdks.k (Utility Creation Approach) : mi;ksfxrk ltZu nf"Vdks.k ds leFkZd fo}ku foi.kudks ,d izeq[k vkfFkZd fØ;k ds :i esa ns[krs gSa vkSj crykrs gSa fd ^^foi.ku og ,dhÎÑr dk;Ziz.kkyh gS tks :i]LFkku] le; ,oa LokfeRo mi;ksfxrkvksa ds ltZu ls oLrqvksa esa ewY; mRiUu djrh gSa^^11 bl nf"Vdks.k ds leFkZdksadh ekU;rk gS fd foi.ku mi;ksfxrkvksa ds ltZu ds ekè;e ls cktkj vFkZO;oLFkk dks tUe nsrk gS vkSj ;g cktkjvFkZO;oLFkk* lekt dk fu;eu ,oa lapkyu djrh gSA*12

(4) vk; mRifÙk nf"Vdks.k (Revenue Generating Approach) vk; mRifr nf"Vdks.k ds vuqlkj] ^foi.ku lgh oLrq dkslgh O;fDr rd lgh izorZu djds lgh dherksa ij lgh forj.kokfgdk }kjk igqapkus dh dyk gSA** foi.ku dk ;gnf"Vdks.k u rks mRiknksUeq[kh gS u gh xzkgdkseq[khA ;g QeZ&izèkku nf"Vdks.k gSA blds vuqlkj laLFkk ds fy, vk;vftZr djus okyh fØ;kvksa dks foi.ku dgk tkrk gSA bu nf"Vdks.k dh dqN ekU;rkvksa gSa &

11 Richard Buslirk op. cit.. p5.12 Robert Bartles, " The Development of Marketing Thought." 1962.

10 foi.ku ds fl)kUr

(i) laLFkk dks oLrqvksa rFkk lsokvksa dk mRiknu vkSj forj.k ykHk ij djuk pkfg, D;ksafd ykHk O;oLFkk dh fo|ekurk,oa fujUrjrk dk vk/kkj gksrk gSA

(ii) QeZ dh fcØh dk ifjek.k mruk vo'; gksuk pkfg, fd QeZ ds lHkh O;;ksa dks pqdkus ds ckn i;kZIr dks"k cpk jgsrkfd fofu;ksDrk vkÑ"V gks ldsA

(iii) QeZ ds vf/kdkfj;ksa dks lao/kZukRed fØ;kvksa ij vR;f/kd /ku O;; ugha djuk pkfg,A vR;f/kd O;; djdsvk;&miktZu mfpr ugha ekuk tk ldrk vk;&miktZu mfpr ykxrksa dk ifj.kke gksuk pkfg,A fjpkMZ clfddZbl lEcU/k esa fy[krs gSa fd ^^,slh ykxr ij vk;&miktZu foi.ku dk nkf;Ro gS tks fØ;k&dykiksa ls mfprykHk&izkfIr dh vuqefr nsrh gksA**

(5) laLFkkxr nf"Vdks.k (Institutional Approach) : vk/kqfud ;qx ogr~ iSekus ds mRiknu dk gS vkSj bl ;qx esa forj.kdk {ks=k Hkh vR;Ur O;kid rFkk fo'kky gSA mRikndksa ,oa miHkksDrkvksa ds e/; dkQh nwjh gS] ftls laLFkkxr nf"Vdks.kds vuqlkj foi.ku fØ;k;sa lekIr djrh gSA ;g nf"Vdks.k crkykrk gS fd ogr~ iSekus ij fd;k x;k mRiknu forj.kgsrq vusd e/;LFk laLFkkvksa dh vko';drk vuqHko djrk gSA ;s laLFkk;sa feydj tks fØ;k&dyki djrh gS] mUgasfoi.ku dgk tkrk gSA

;g nf"Vdks.k foi.ku iz.kkyh ds vUrxZr mu mRikndksa] e/;LFkksa ,oa vusd foi.ku laLFkkvksa dk v/;;u djrk gS tks laLFkkds :i esa foi.ku fØ;kvksa dk fu"iknu djrh gSa & ek¡x&iwfrZ esa lUrqyu LFkkfir djrh gS vkSj mRiknu dsUæksa dks miHkksDrkdsUæksa ls tksM+rh gSaA foi.ku dh O;k[;k dk ;g nf"Vdks.k foi.ku dks laLFkkxr iz.kkyh ekurk gS vkSj bl iz.kkyh ds vaxksads :i esa mRikndksa] e/;LFkksa] ;krk;kr laLFkkvksa foi.ku lsok;sa nsus okyh laLFkkvksa] foÙkh; laLFkkvksa rFkk miHkksDrkvksa dkslfEEfyr djrk gSSA

foi.ku v/;;u ds bl nf"Vdks.k dk izeq[k nks"k ;g gS fd ,d O;fDr {ks=k dh i;kZIr tkudkjh ugha dj ikrk gSA

(6) fØ;kRed nf"Vdks.k (Functional Approach) : foi.ku dk ;g nf"Vdks.k mu foi.ku fØ;k&dykiksa dk v/;;udjrk gS tks mRiknu dsUæksa ls miHkksx dsUæksa rd oLrq;sa ,oa lsok;sa igqapkus ls lEc) gksrs gSaA ;g nf"Vdks.k crykrkgS fd foi.ku fØ;kvksa dks izeq[kr% okf.kT;;u] HkkSfrd forj.k rFkk lgk;d dk;ks± esa foHkDr fd;k tk ldrk gSAfoi.ku ds v/;;u dk ;g nf"Vdks.k dk;ks± ds nksgjko dks jksdrk gS] dk;ks± ds fu"iknu esa vkus okyhs leL;kvksa dkfo'ys"k.k djrk gS rFkk le; ds lnqi;ksx dks c<+krk gSA fdUrq ;g nf"Vdks.k foi.ku dk;ks± dks O;kolkf;d iz.kkyhesa dSls ykxw fd;k tkrk gS] bldks ugha le>k ik;k gSA

(7) dyk vkSj foKkku nf"Vdks.k (Art and Science Approach) : ,e- ts- csdj fy[krs gSa fd ^^foi.ku foKku ugha gS]tcfd bls foKku gksuk pkfg,A**13 foi.ku fl)kUr ds lEHkkfor lzksrksa dk ijh{k.k djrs gq, gsycVZ us ladsV fn;kgS fd ^^foi.ku us O;klk; dh vU; fo/kkvksa ¼tSls vFkZ'kkL=k] dkuwu vkfn½ lkekftd ,oa O;kogkfjd foKkuksa ¼tSlsxf.kr vkfn½ ls cgqr cM+s iSekus ij rF;] fl)kUr] lead] rduhdsa ,oa fopkj/kkjk;sa izkIr dh gSaA bruk gksus ij Hkhbl lkexzh dks vHkh rd la'ys"k.kkRed :i esa izLrqr ugha fd;k tk ldk gS ftlls fd ,d loZekU; fl)kUr fufeZrgks ldsA fdUrq ;g rks foi.ku dh izÑfr ds ckjs esa fy;k x;k udkjkRed nf"Vdks.k crykrk gS fd foi.ku ,dljy fl)kUr îwfrZ ek¡x dk;Z gksuk pkfg,* (Supply must be a function of demand) ij vkfJr gSA ;gh fl)kUrfoi.ku O;fDr;ksa ds fopkj ls nqyZHk lk/kuksa ds forj.k dh leL;k dk lek/kku djrk gS vkSj vf/kdre lUrqf"V dhizkfIr esa lgk;d curk gSA ;g fl)kUr ,Me fLeFk ds dFku dk :ikUrj izrhr gksrk gS D;ksafd ,Me fLeFk us fy[kkgS fd ^miHkksx mRiknu dk ,d ek=k y{; ,oa mís'; gS*A

;g nf"Vdks.k crykrk gS fd foi.ku lgh LFkku ij lgh :i esa] lgh gkFkksa rd] lgh dher ,oa fdLe okyk mRiknigqapkus dh dyk rks gS gh] fdUrq ;g xfr'khy vkSj fodkleku foKku Hkh gSA ;g nf"Vdks.k iwfrZ dks ekax ds vuqlkjcukus ij cy nsrk gS] blfy, xzkgdksUeq[kh Hkh gSA] foi.ku dk iz.kkyhxr nf"Vdks.k bl fLFkfr dk izek.k gSA brusij Hkh foi.ku dks HkkSfrd foKkuksa dh Hkkafr fo'kq) foKku ugha cuk;k tk ldrkA bls gesa fpfdRlk ,oa bfUtfu;fjaxfoKkuksa dh Js.kh esa gh j[kuk gksxkA

13 M. J. Baker, "Marketing, An Introductory Text," p.21

foi.ku 11

gUV us fuEufyf[kr ldkjkRed fcUnqvksa ij foi.ku ds v/;;u dks foi.ku foKku dh laKk nh gS %14

(i) O;fDrxr Øsrk&miHkksDrk O;ogkj] QeZ }kjk mRikn pquko] ewY; fu/kkZj.k] lao)Zu] forj.k okfgdklaca/kh fu.kZ;A

(ii) miHkksx <k¡pk] foi.ku dk laLFkkxr nf"Vdks.k foi.ku ds oS/kkfud igyw] rqyukRed foi.ku] foi.ku dhdk;Z&{kerk ls D;k foi.ku ds vkfFkZd fodkl esa of) gksrh gS\ D;k xjhc oxZ dks vf/kd ewY; nsuk iM+rkgS\ D;k foi.ku fopkj esa miHkksDrk oxZ ds fgrksa dh iqf"V gksrh gS\ D;k foi.ku lkoZHkkSfed gS\

(iii) vykHk laxBu }kjk mRikn pquko] ewY; fu/kkZj.k] lao)Zu] forj.k okfgdk lEcU/kh fu.kZ; fdl izdkj fy;stkrs gSaA

(iv) lkoZtfud egÙo dh oLrqvksa dk ewY; fu/kkZj.k] miuds foKku o forj.k dk vkSfpR; bR;kfnA

(8) foi.ku dk iz.kkyhxr nf"Vdks.k (The Systems Approach Marketing): dksVyj us bl nf"Vdks.k dks le>krsgq, fy[kk gS fd ^foi.ku iz.kkyh mu egÙoiw.kZ laLFkkvksa vkSj izokgksa dk lewg gS tks ,d laxBu dks mlds cktkjksals tksM+rk gSA**15 dksVyj ds vuqlkj foi.ku iz.kkyh ds ewy rÙo fuEufyf[kr gSa & (i) dEiuh (ii) dEiuh dk cktkj(iii) e/;LFk iwfrZdrkZ ,oa izfr;ksxh] (iv) ifCyd ftlesa & foÙkh; laLFkk,¡] LorU=k izsl] ljdkjh vfHkdj.k ,oafofèkdrkZ rFkk vke turk lfEefyr gS vkSj (v) lef"V okrkoj.k ftlesa vFkZ'kkL=k] jktuhfr] izkS|ksfxdh (Tech-

nology) ] laLÑfr rFkk tukafddh (Demography) lfEefyr gSA

foi.ku&iz.kkyh dks fuEu nks fp=kksa }kjk Hkyh izdkj le>k tk ldrk gS &

fp=k 1.1 foi.ku iz.kkyh ds ^lLFkk ,oa cktkj] uked nks egÙoiw.kZ rÙoksa dks iznf'kZr djrk gSA laLFkk mRikn ,oalsok,¡ vkSj lwpuk,¡ cktkj rd Hkstrh gS vkSj cktkj ds foØ;&jkf'k ,oa lwpuk,¡ izfrQy esa izkIr djrh gSaA

14 Shellby D. Hunt : The Nature and Scope of Marketing' Journal of Marketing July 1976. Vol. 40.3 pp. 17-28.

15 " A marketing System is the set of significant institutions and flows that connect and organisation to its markets" Kotler, " Marketing

Management : An Analysis. Planning and Control." 1976 p. 12.

fp=k 1.1 ljy foi.ku iz.kkyh

fp=k 1.2 foi.ku iz.kkyh dks vius leLr ewy rÙoksa ds lkFk iznf'kZr djrk gSAiwfrZdrkZ dPpk eky ,oa vko';d lkexzh iznku djrs gSaA foi.ku laLFkk rFkk mldh

ifCyDl

foi.kulaLFkk

izfrLi/khZ

iwfrZdrkZ

lef"Vokrkoj.k

cktkjfoi.kue/;LFk

lapkj

mRiknu ,oa lsok,a

foØ;&jkf'k

lwpuk,¡

foi.kulaLFkk

cktkj

12 foi.ku ds fl)kUr

çfrLi/khZ laLFkk,¡ lef"V okrkoj.k ,oa ifCyDl ls lEidZ LFkkfir djrh gqbZ foi.ku e/;LFkksa ls lEidZ LFkkfirdjrh gS rkfd cktkj rd igq¡p lds vkSj mldh t:jrksa ,oa bPNkvksa dks lUrq"V dj ldsaA cktkj Hkh ifCyDl,oa lef"V okrkoj.k ls tqM+k jgrk gSA foi.ku laLFkk vFkok izfrLi/khZ laLFkk,¡ cktkj ls lh/kk lEidZ Hkh LFkkfirdj ldrh gSA foi.ku e/;LFkksa dk lEidZ fuekZrkvksa] cktkj] ifCyDl ,oa lef"V okrkoj.k ls jgrk gSA

foi.ku iz.kkfy;ksa dks eq[;r% y?kq vkdkj] e/;e vkdkj ,oa ogr~ vkdkj dh Jsf.k;ksa esa foHkDr fd;k tk ldrkgSA y?kq vkdkj dh foi.ku iz.kkfy;ksa foi.ku dk;ks± ds chp ds lgp;Z dks iznf'kZr djus okyh gksrh gSaA e/;e vkdkjokyh foi.ku iz.kkfy;k¡ QeZ ds Hkhrj foi.ku ,oa vU; fØ;kRed fØ;kvksa ds chp ds lgp;Z dks izdV djrh gSaAogr~ iz.kkfy;k¡ mRikndksa] QqVdj O;kikfj;ksa] Fkksd O;kikfj;ksa ds chp ds lEcU/kksa dks O;Dr djus okyh gksrh gSaA

foi.ku dk ;g nf"Vdks.k çHkkoiw.kZ fu.kZ;u ds fy, vR;ko';d le>k x;k gSA bls vfrfjDr ;g nf"Vdks.k foi.kuesa ekWMYl ds mi;ksx rFkk deI;wVj izk;ksfxdh dh iz;qfDr dh nf"V ls Hkh vko';d le>k x;k gSA iz.kkyhxrnf"Vdks.k QeZ dks foi.ku voljksa] izfrLi/khZ O;ogkjksa] Øe O;ogkjksa] vFkZ&O;oLFkk] dkuwuksa vkfn dks iw.kZr% le>usdk volj iznku djrk gSA

(9) lkekftd foi.ku nf"Vdks.k (Social Marketing Approach) : foxr nks n'kdksa esa foi.ku fo}kuksa us lkekftdlaxBuksa esa foi.ku n'kZu dh vksj /;ku vkdf"kZr fd;k gSA QcZj us lkekftd vkSj lkoZtfud uhfr {ks=kksa esa foi.kurduhdksa dh mi;ksfxrk dks Lohdkj djrs gq, muds vf/kdkf/kd iz;ksx ij cy fn;k gSA16 ysfoM dk dguk gS fdfoi.ku dk dk;Z dsoy u;s mRiknksa dh fcØh ls gh lEcfU/kr ugha gSa cfYd lkekftd nf"Vdks.k ls mRiknksa dkewY;kadu djuk Hkh gSA17 ,d losZ{k.k ds vuqlkj 95 izfr'kr foi.kudksa dk fopkj gS fd foi.ku dk {ks=k u dsoyO;kolkf;d laxBuksa rd gh lhfer jgs cfYd vU; laxBuksa esa Hkh foi.ku rduhdksa dk iz;ksx gksuk pkfg,A18

foi.ku ds mi;qZDr of.kZr nf"Vdks.kksa ds foospu ds vk/kkj ij foi.ku dh izÑfr ds ckjs esa fuEufyf[kr fu"d"kZfudkys tk ldrs gSa &

(i) foi.ku dk vUrfØZ;k'khy O;kolkf;d fØ;kvksa dh ,d lexz iz.kkyh gS tks xzkgd dh vko';drkvksa,oa bPNkvksa dh iwfrZ gsrq mRiknu ,oa forj.k dks lek;ksftr djrh gSaA

(ii) foi.ku dk dk;Z&{ks=k vfr O;kid gSA mRiknu ls iwoZ ,oa foØ; ds ckn dh fØ;k;sa foi.ku dsdk;Z&{ks=k esa lfEefyr gksrh gSaA

(iii) foi.ku ewyr% mRiknu dsUæksa esa miHkksDrkvksa ds gkFkksa rd okafNr mRikn ,oa lsok;sa igqq¡pkus vkSj LokfeRogLrkUrj.k djus dk izokg gSA

(iv) foi.ku mi;ksfxrkvksa ds ltZu dh izfØ;k gSA

(v) foi.ku mRiknu] forj.k ,oa miHkksDrk dks lekt esa miyC/k lk/kuksa ,oa Kku rFkk izpfyr ewY;ksa ,oavko';drkvksa ds vuq:i ijLij lEc) djus dh izfØ;k gS] ftlls lekt dks mPp thou Lrj izkIrgks ldsA bl izdkj foi.ku ,d lkektkfFkZd izi=k gS tks foi.kudrkZvksa ij lkekftd nkf;Roksa dks iwjkdjus] miHkksDrk lUrqf"V miyC/k djus] jkstxkj iznku djus rFkk mRikn ykxr de djus dk nkf;Ro HkkjMkyrk gSA

(vi) foi.ku dyk ,oa foKku nksuksa gSA

(vii) foi.ku dk ,d ek=k mís'; ekuoh; vko';drkvksa dh iwfrZ djuk gSA

(ix) foi.ku ,d lkoZHkkSfed lkekU; fØ;k gS ftldk mi;ksx lHkh izdkj ds laxBuksa o laLFkkvksa esa fd;ktk ldrk gSA19

16 Robert Ferber "The Expanding Role of Marketing in the 1970's" Journal of Marketing Vol. 34 (January 1970) . pp. 3017 Robert J. Landge "The Growing Responsibilities of Marketing." Journal of Marketing Vol. 34 (January 1970).18 Willain G. Nichols "Conflicts in Marketing." Journal of Economices & Business. Vol 26 (Winter 1974). P. 14219 Richard P. Bagozzi "Marketing as Exchange" Journal of Marketing, Oct., 1975

foi.ku 13

foi.ku fØ;k;sa ,oa mudk {ks=k ;k foi.ku dk {ks=k(Marketing Activities and Their Areas or Scope of Marketing)

^foi.ku* dks O;olk; iz.kkyh dh mu vUrfØ;k'khy fØ;kvksa ds :i esa ifjHkkf"kr fd;k x;k gS tks cktkj&LFkku esa fo|ekuvkSj lEHkkfor ek¡x dks fu/kkZfjr o izHkkfor djrh gS ,oa bl ek¡x dh iwfrZ gsrq xzkgdksa }kjk okafNr oLrqvksa] lsokvksa rFkkfopkjkas dh vkiwfrZ dks mRizsfjr djrh gSA20 blfy,] foi.ku dks mRikn fu;kstu] mRikn&fodkl] mRikn ifjorZu]dher&fu/kkZj.k] isdsftax] foØ;.k] foi.ku vuqlU/kku] foKkiu ,oa tu&lEidZ fØ;kvksa dk dqy izdk;Z ekuk tk ldrkgSA21

oLrqr%] foi.ku vusd O;kolkf;d fØ;k&dykiksa dk feJ.k gS vkSj mudk izkjfEHkd fcUnq o vfUre y{; Hkh gSA fdUrq ;g/;ku nsus ;ksX; ckr gS fd foi.ku mRiknu ls igys gh izkjEHk gks tkrk gS vkSj foØ; ds lkFk gh lekIr ugha gksrk gSAcfYd foØ;ksijkUr Hkh foi.ku fØ;k;sa lsokvksa ds :i esa lEiUu dh tkrh gSA fofy;e ts- LVSUVu us fy[kk gS fd ^foi.kufØ;k;sa ftl izdkj oLrq mRiknu ds igys ls gh izkjEHk gks tkrh gS] mlh izdkj oLrq dh fcØh ds lkFk os lekIr ughagksrh gSA22

foi.ku ds {ks=k dh tkudkjh foi.ku&fØ;kvkas ds }kjk dh tk ldrh gSA duolZ] áwts ,oa fepsy ds vuqlkj foi.ku izfØ;kesa lfEefyr gksus okys dk;Z fuEufyf[kr gSaA23

(1) LokfeRo gLrkUrj.k dh fØ;k,¡ % ¼v½ Ø;&fØ;k;sa ¼d½ vko';drkvksa ds izfr tkx#drk] ¼[k½ vko';drkvksa dkslUrq"V djus ds lk/kuksa dk p;u] ¼x½ iwfrZ ds lzksrksa dh [kkst ,oa ¼?k½ ewY; o 'krks± dk fu/kkZj.k A ¼c½ foØ;&fØ;k,¡&¼d½ vko';drkvksa dh psruk dks tkxr djuk ¼[k½ vko';drkvksa dh lUrqf"V ds lk/kuksa ds fy, bPNk mRiUu djuk]¼x½ oLrq,¡ ,oa lsok;sa miyC/k djuk] ¼?k½ miHkksDrk vko';drkvksa dh lUrqf"V ds lkFk lek;kstu djuk] ,oa ¼³½ewY; ,oa 'krs± fuf'pr djuk A ¼p½ LokfeRo dk gLrkUrj.k vkSj Hkqxrku djuk A ¼N½ tksf[ke ogu djuk A

(2) oLrqvksa dks igqa¡pkus dh fØ;k,¡ % ¼d½ ;krk;kr] ¼[k½ laxzg.k ¼x½ Js.kh;u] ¼?k½ foHkfDrdj.k] ¼³½ vkns'k izkIr djuk,oa ¼p½ iSfdax djukA

(3) foi.ku izcU/k fØ;k,¡ % ¼d½ uhfr&fuekZ.k] ¼[k½ laxBu LFkkiuk] ¼x½ midj.k iznku djuk] ¼?k½ foÙk izcU/ku] ¼³½dk;Z&dykiksa dk i;Zos{k.k ,oa fu;U=k.k djuk ¼p½ tksf[ke ogu djuk ,oa ¼N½ lwpuk izkfIrA

dafMQ] fLVy ,oa xksoksuh24 us foi.ku fØ;kvksa dks ftu rhu oxks± esa foHkDr fd;k gS bUgsa fuEu js[kkfp=k }kjk le>ktk ldrk gSA izR;sd fØ;k dk laf{kIr mYys[ku bl izdkj gS &

foi.ku fØ;k,¡

20 H. A. Lpson and J. R. Darling "Introduction to Marketing" An Administrative Approach, pp. 5-621 T.A.A. Latif "The Practice of Marketing" 1976 pp. 2-322 W. J. Stanton op. cit. n.4.23 Converse, Hulgy and Mitchell, op. cit. pp. 127-2824 Cundiff, Still and Govoni, op. cit. p. 55

okf.kT;;u fØ;k,¡ HkkSfrd forj.k fØ;k,¡ lgk;d fØ;k,¡

mRikn izekihdj.k Ø; foØ;.kfu;kstu ,d=khdj.k,oa fodkl Js.kh;u

foi.ku foÙk foi.ku foi.ku lwpukvkasizcU/ku tksf[ke dh izkfIr ,oa

ogu fo'ys'k.k

laxzg.k ;krk;kr

14 foi.ku ds fl)kUr

¼v½ okf.kT;;u fØ;k,¡ (Merchandizing Activities) : okf.kT;;u esa os leLr fØ;k;as lfEefyr gksrh gSa tks fdlhcktkj fo'ks"k dh ek¡x dks mRikn ,oa lsokvksa ds lEcU/k esa fu/kkZfjr djus rFkk izksRlkfgr djus gsrq vko;'d gksrhgSaA bu fØ;kvksa esa mRikn fu;kstu ,oa fodkl] izek.khdj.k ,oa Js.kh;u] Ø; ,oa ,d=khdj.k rFkk foØ;.k dksizeq[k :i esa lfEefyr fd;k tk ldrk gS%

(1) mRikn fu;kstu ,oa fodkl & mRikn futkstu ,oa fodkl laLFkk dh mRiknd {kerk ,oa izkS|ksfxdhdks xzkgd ek¡x ds lkFk lek;ksftr djus dk foi.ku dk;Z gSA ;g dk;Z mRikndksa ,oa e/;LFkksa dks mudhmRikn js[kkvksa ds fuekZ.k rFkk fu/kkZj.k esa lg;ksx djrk gSA u;s&u;s mRiknksa dh [kkst] tk¡p] fodkl,oa u;s mRiknksa dk O;kolk;hdj.k] fo|eku js[kkvksa dk la'kks/ku] vykHkdkjh enksa dk foekspu vkfn osfoi.ku fØ;k;sa gSa tks mRikn fu;kstu ,oa fodkl ls lEcU/k j[krh gSaaA

(2) izek.khdj.k ,oa Js.kh;u & izek.khdj.k ,oa Js.kh;u ds dkj.k gh xzkgdksa ds fy, ;g lEHko gksrk gSfd os o.kZu }kjk Ø; dj ldsaA ;s fØ;k;sa mRikndksa dks xzkgdksa dh bPNkvksa ds fudVre ys tkrh gSaA;s fØ;k;sa mRiknu esa ,d:irk] dherksa esa lekurk rFkk fcuk fujh{k.k ds oLrq foØ; dh lEHkkouk esalg;ksx djrh gSA izek.khdj.k }kjk oLrq ds xq.k] fdLe] vkdkj] jax] fMtkbu vkfn ds ckjs esa izek.kfuf'pr fd;s tkrs gSa vkSj mu izek.kksa dh iz;qfDr dh tkrh gSA Js.kh;u fooj.kkRed izek.kksa dh iz;qfDrls lEcU/k j[krk gSA ;s fooj.kRed izeki jax] vkdkj vFkok Hkkj vkfn ls lEcU/k j[krs gSaA ;|fiizek.khdj.k ,oa Js.kh;u m|ksxksa ds fy, ,sfPNd dk;Z gksrs gSaA fdUrq budh egÙkk dks ns[krs gq, os bUgasvfuok;Z le>rs gSaA ;gh dkj.k gS fd ckVk ,oa djksuk ds twrs] ikdZj isu] ,p-,e-Vh- dh ?kfM+;k¡] ,ojsMhlsy] Mh-lh-,e- ,oa cksEcs Mkbax dh pknjsa] dsey bad] fycVhZ ds jsMhesM oL=k] xksnjst dh vkyekfj;k¡vkfn mRikn çekf.kr ,oa Js.kh;r gSaA\

(3) Ø; ,oa ,d=khdj.k & Ø; dks foi.ku fØ;k ds :i esa vf/kizkfIr (Procurement) izdk;Z dgk x;k gSA;g izdk;Z vfUre miHkksDrkvksa ;k vkS|ksfxd iz;ksDrkvksa dks oLrq,¡ cspus vFkok iDdk eky cukus gsrqvko';d dPps eky dh [kjhn djus vFkok e/;LFkksa }kjk e/;LFkksa dks iqufoZØ; gsrq oLrq,¡ [kjhnus lslEcU/k j[krk gSA ,d=khdj.k izdk;Z dPps eky dks fofHkUu LFkkuksa ls izkIr djus ;k iDds eky dks fofHkUufuekZrkvksa ls ,df=kr djus ls lEcU/k j[krk gSA ,d=khdj.k dk izdk;Z eq[;r% e/;LFkksa }kjk fd;k tkrkgSA

(4) foØ;.k & lkekU;r% foØ;.k dk vFkZ ge yksx oLrqvksa ;k lsokvksa ds foØ; vFkkZr~ muds LokfeRo dsgLrkUrj.k ls ysrs gSaA fdUrq dafMQ] fLVy ,oa xksoksuh dk fopkj gS fd foØ;.k vius foLrr vFkZ foØ;djus ds lkFk&lkFk] Hkkoh xzkgdksa dk irk yxkus] ek¡x dks izksRlkfgr djus vkSj Øsrkvksa dks lwpuk;sa rFkklsok;sa miyC/k djus ls] Hkh lEcU/k j[krk gSA blfy, foØ;.k esa oS;fDrd foØ;] foKkiu] Ø;&dsUæ]izn'kZu] foØ; lEo)Zu] isdsftax ,oa xzkgd lsok lEcU/kh fØ;k;sa lfEefyr dh tkuh pkfg,A

¼c½ HkkSfrd forj.k fØ;k,¡ (Physical Distribution Activities): HkkSfrd forj.k esa HkaMkj.k rFkk ifjogu fØ;k,¡lfEefyr gksrh gSa tks mRiknu&dsUæksa ls oLrqvkas dks miHkksx&dsUæksa rd igqapkus esa lgk;rk djrh gSA ;s fØ;k;sa le;,oa LFkku mi;ksfxrk dk ltZu djrh gSA mRikndksa ,oa miHkksDrkvksa ds chp LFkku lEcU/kh nwjh vkSj mRiknu ,oamiHkksx le; ds chp ds vUrj dks lekIr djus] de djus ;k vuqdwy cukus esa HkkSfrd forj.k fØ;k;sa egÙoiw.kZHkwfedk fuHkkrh gSaA vk/kqfud fodflr vFkZO;oLFkkvksas esa O;kolkf;d tfVyrk ds c<+us ds lkFk&lkFk HkkSfrd forj.kdk egÙo Hkh c<+rk tk jgk gSA

(1) Hk.Mkj.k & Hk.Mkj.k fØ;k le; mi;ksfxrk dk ltZu djrh gSA orZeku esa] Hkkoh ekax dk vuqekuyxkdj oLrq dh ekax ds mRiUu gksus ls igys gh mldk mRiknu dj fy;k tkrk gSA bl mRiknu dksfuekZrk] Fkksd O;kikjh ,oa QqVdj O;kikjh viuh {kerkuqlkj ,oa vko';drkuqlkj LVkWd dj ysrs gSa rkfdle; ij mRiUu ekax dh iwfrZ dh tk ldsA LVkWd ds lekIr gksus ds lkFk&lkFk iqu% mls iwjk djus ds

foi.ku 15

iz;kl Hkh pyrs jgrs gSaA Hk.Mkj.k dh ;g egÙoiw.kZ fØ;k ogr~ iSekus ds mRiknu] le; ij vko';drkvksadh iwfrZ rFkk dherksa ds mrkj&p<+ko dks de djus esa lgk;rk djrh gSA Hk.Mkj.k fØ;k dqN oLrqvkasds ewY; vFkkZr~ mi;ksfxrk dks c<+kus ds fy, Hkh t:jh gksrh gSA mnkgj.k ds fy, pkoy] 'kjkc] rEckdw,oa ekSleh oLrqvksa dk Hk.Mkj.k fdLe of) rFkk miHkksx dh fujUrjrk dks cuk;s j[kus ds fy, t:jhgksrk gSA

(2) ;krk;kr & mRiknu ,oa miHkksx dsUæksa esa HkkSxksfyd nwjh gksrh gS ftls de djus ds fy, ;krk;kr ,degRoiw.kZ foi.ku fØ;k gSA ;krk;kr ds fodkl ds lkFk O;olk; ,oa m|ksx dk fodkl tqM+k gksrk gSA;krk;kr lqfo/kkvksa ds fodkl&foLrkj us ogr mRiknu] fo'kky forj.k ,oa fof'k"Vhdj.k dks lEHkocuk;k gSA orZeku esa ty] Fky ,oa uHk ekxks± }kjk ifjogu gsrq jsykas] Vªdksa] ok;q;kuksa] tgktksa] vkfnifjogu lk/kuksa dk mi;ksx fd;k tk jgk gSA

(l) lgk;d fØ;k;sa (Supporting Activities) : ;s os fØ;k,¡ gS tks izR;{k esa oLrqvksa ,oa lsokvksa ds LokfeRo ds gLrkarj.kls lEcfU/kr ugha gksrh gS] fdUrq vU; foi.ku fØ;kvksa ds fu"iknu esa lg;ksx djrh gSA buesa foi.ku] foÙk izcUèku]tksf[ke ogu rFkk foi.ku lwpuk izkfIr ,oa fo'ys"k.k dks lfEefyr fd;k tk ldrk gSA

(1) foi.ku&foÙk izcU/ku & mRiknu dsUæksa ls miHkksDrkvksa ds gkFkksa rd eky igq¡pkus ds fy, vko';d foÙkdh O;oLFkk djuk gh foi.ku foÙk izcU/ku dgykrk gSA foi.ku laLFkk;sa lkekU;r% O;kikj lk[k ,oa cSadlk[k ds tfj;s foÙk izcU/ku dk dk;Z lEiUu djrh gSA

(2) tksf[ke&ogu djuk & tksf[ke dh mRifÙk dk dkj.k vfuf'prrk gksrk gSA ,slh vfuf'prrk ek¡x&iwfrZdh fLFkfr esa gksus okys ifjorZuksa vFkok izkÑfrd ?kVukvksa ls lEcU/k j[krh gSaA tks foi.ku laLFkkek¡x&iwfrZ esa gksus okys ifjorZuksa dk lgh&lgh vuqeku yxk ysrh gS] mudh tksf[ke de gks tkrh gSAO;ogkj esa] gj foi.kudrkZ tksf[ke ogu djrk gSA fdUrq Hk.Mkj.k ;k LVkWfdax dk dk;Z djus okyhlaLFkkvksa dks tksf[ke vf/kd ogu djuh iM+rh gSA O;kolkf;d laLFkk;sa izkÑfrd ladVksa ds fo#) chekdEifu;ksa ls chek ikfylht ysdj tksf[ke de dj ldrh gSaA blh izdkj vU; tksf[kesa lqj{kk ds lkSnk}kjk vFkok ifj'kq) ,oa dq'ky foØ; iwokZuqeku] vuqlU/kku vkfn ds }kjk de dh tk ldrh gSAmRikn&fofo/khdj.k (Product differentiation) ds }kjk Hkh dher çfrLi/kkZ dks lekIr djds tksf[ke dksde fd;k tk ldrk gSA fdUrq mRikn&fofof/kdj.k dks 'kr&izfr'kr lQyrk izkfIr dh xkjUVh ugha ekuktk ldrkA

(3) foi.ku lwpuk izkfIr ,oa fo'ys"k.k & izHkkoh foi.ku ds fy, le;kuqdwy fu.kZ; ysus gksrs gSa vkSj bufu.kZ;ksa dk vk/kkj foi.ku lEcU/kh lwpuk;sa rFkk mudk fu"i{k] foosdiw.kZ ,oa vfoyEc fo'ys"k.k gksrkgSA foi.ku laLFkk dh lQyrk cktkjksa] mRiknksa] izfrLi/khZ n'kkvksa] ekax ,oa iwfrZ] xzkgd O;ogkjksa vkfnls lEcfU/kr fofo/k] i;kZIr] ifj'kq) ,oa le;kuqdwy lwpukvksa dh izkfIr vkSj muds mi;ksx ij fuHkZjdjrh gSA foi.ku lwpuk,¡ laLFkk ds foi.ku fØ;k&dykiksa] lk/kuksa ,oa y{;ksa esa ifjorZu dk vk/kkj curhgSA blfy, bu lwpukvksa dh izkfIr lekpkj i=kksa] O;kikj&tuZyksa] is'ksoj if=kdkvksa] ljdkjh foHkkxksa]is'ksoj laLFkkvksa] cktkj&vuqlU/kkuksa] iwokZuqeku rduhdksa vkfn ds tfj;s izkIr dh tk ldrh gSA eè;LFkJa[kyk;sa Hkh foi.ku lEcU/kh lwpukvksa dh miyfC/k ds izeq[k lzksr gksrs gSaA

foi.ku ds dk;Z(Functions of Marketing)

fdlh Hkh oLrq dks mlds mRiknd ls miHkksDrk rd igq¡pkus esa fofHkUu izdkj dh foi.ku fØ;k,¡ dh tkrh gSA bUgha foi.kufØ;kvksa dks foi.ku dk;Z dgk tkrk gSA mnkgj.k ds fy, Ñf"k inkFkksZ dk Ø; djuk] mit dks ifjogu ds lk/kuksa lscktkj rd igq¡pkuk] izekihdj.k ,oa oxhZdj.k dh fØ;k djuk] foÙk izcU/k djuk] ewY;ksa ds mrkj&p<+ko o mit ds [kjkcgksus dh tksf[ke lgu djuk] dqN le; ds fy, mit dk Hk.Mkj djuk] vkfn lHkh foi.ku ds dk;Z gSA

16 foi.ku ds fl)kUr

1. Vkmlys] DykdZ ,oa DykdZ ds er esa] ",d foi.ku dk;Z ,d cgqr fo'ks"k izdkj dh fØ;k gS tks foi.ku esalEikfnr dh tkrh gSA" 25

2. dUolZ] áwth ,oa fepsy ds vuqlkj] "foi.ku dk;Z ,d O;ogkj] fØ;k ;k lsok gS ftldks eky o lsokvkssa dksforfjr djus dh fØ;k esa iwjk fd;k tkrk gSA"26

foi.ku fØ;k,¡ mRiknd] e/;LFk o miHkksDrk lHkh ds }kjk dh tkrh gSaA dHkh&dHkh ,d gh foi.ku fØ;k dbZ ckj fofHkUulaLFkkvksa ds }kjk dh tkrh gSA ,d O;kikjh vius dk;Z dks izkjEHk djus ls iwoZ ;g irk yxkrk gS fd mldks dkSu&dkSu&ls dk;Z djus gSA ;g mu dk;ksZ dks bl izdkj lEiUu djrk gS fd os de&ls&de O;; eas iwjs fd;s tk ldsaA

foi.ku dk;Z fdrus gSa bl lEcU/k eas foi.ku fo'ks"kKksa esa lgefr ugha gSA vFkZ'kkL=k ds firk ,Me fLeFk us viuh iqLrd'The Wealth of Nations' eas Fkksd O;kikjh ds foi.ku dk;ksZ dk mYys[k djrs gq, flQZ pkj dk;Z crk;s gSa&Ø;] foØ;]laxzg] foÙk tcfd ÝSadfyu MCY;w- jsiu us vius ,d ys[k esa 120 dk;Z crk;s gSA dqN vU; fo}kuksa ds fopkj fuEufyf[krgSa

1. esDxsjh ds vuqlkj foi.ku ds N% dk;Z gSa27

(i) lEidhZ;& ftlesa Øsrkvksa vkSj foØsrkvksa dh [kkst dh tkrh gSA

(ii) okf.kT;h;u& bleas cktkj ds vuq:i oLrq cuk;h tkrh gSaA

(iii) ewY;& ftlesa Å¡ps ewY;ksa dk pquko fd;k tkrk gSa ftlls fd mRiknu djuk lEHko gks lds rFkk lkFk gh;g ewY; ,sls gksus pkfg, fd miHkksDrk [kjhnus ds fy, izksRlkfgr gksaA

(iv) izpkj& Øsrkvksa ;k foØsrkvksa dk oLrq iz;kstu ds izfr vuqdwy izofÙk mRiUu djuk blds vUrxZr vkrk gS

(v) HkkSfrd forj.k& blesa oLrqvksa dh ifjogu ,oa Hk.Mkj lsok,¡ vkrh gSaA

(vi) lekfIr& foi.ku izfØ;k dh lekfIrA

2. Vkmlys] DykdZ ,oa DykdZ us foi.ku ds vkB dk;Z crk;s gSa28

(i) foØ;

(ii) Ø;

(iii) ifjogu

(iv) laxzg

(v) foÙk

(vi) tksf[ke

(vii) cktkj lwpuk o

(viii) izekihdj.k

3. ,-MCY;w- 'kkW ds vuqlkj foi.ku ds ik¡p dk;Z gSsa29&

(i) tksf[ke mBkuk

(ii) eky Hkstuk25 "A marketing function is a major specialised activity performed in marketing." Tousley, Clark & Clark : Principles of Marketing , p.14

26 "A marketing function is an act, operation or service performed in the process of distributing goods and services." Converse, Huegy

& Mitchell. The Elements of Marketing, p.26

27 Edmund D. McGarry: Theory in Marketing, pp. 269-273, quoted from Marketing Management by Philip Kotler, p.557.

28 Tousley, Clark & Clark : Principles of Marketing.

29 A.W. Shaw : Quoted from Marketing by Duddy & Revzan, p.21

foi.ku 17

(iii) foÙk izcU/k djuk

(iv) foØ;

(v) ,d=khdj.k djuk

4. df.MQ ,oa fLVy us viuh iqLrd esa foi.ku dk;ksZ dk rks dksbZ mYys[k ugha fd;k gS ysfdu 'Facilitating

Agencies in Marketing' ds vUrxZr mu foi.ku fØ;kvksa dh ,d lwph nh gS tks foi.ku dk;Z eas iw.kZ dh tkrhgaSA bl lwph esa mu vkBksa dk;ksZ dk mYys[k fd;k x;k gS tks Åij Vkmlys] DykdZ ,oa DykdZ }kjk crk;s x;sgSa ysfdu ,d uohu dk;Z ;k fØ;k oLrq fu;kstu ,oa fodkl uke ls tksM+ nh gSA30 bl izdkj v/;;u dhlqfo/kk ds fy, ge foi.ku dk;ksZ dks fuEu izdkj j[k ldrs gSa&

foi.ku ds dk;Z

(Functions of Marketing)

izcU/k lEcU/kh dk;Z fØ;kRed dk;Z

(Managerial Activities) (Functional Activities)

1. fu;kstu (Planning) 1. foi.ku vuqla/kku (Market Research)

2. laxBu (Organising) 2. mRiku fu;kstu (Product Planning)

3. LVkfQax (Staffing) 3. Ø; (Purchase)

4. funsZ'ku (Directing) 4. oLrqvksa dk ,dhdj.k (Assembling of Goods)

5. fu;U=k.k (Controlling) 5. Js.kh;u ,oa izekihdj.k (Grading & Standardization)

6. czkfMax (Branding)

7. laxzg (Storage)

8. ;krk;kr (Transport)

9. iSafdx (Packing)

10. ewY; fu/kkj.k (Pricing)

11. foØ; (Selling)

12. foKkiu (Advertising)

13. foÙk (Finance)

14. tksf[ke (Risk)

15. cktkj lwpuk (Market Information)

foi.ku eas izcU/kdh; dk;Z(Managerial Functions in Marketing)

1. fu;kstu djuk (Planning)% foi.ku ds izcU/kdh; dk;ksZ eas izFke dk;Z fu;kstu djuk gSaA ;gk¡ fu;kstu ls vFkZmu rjhdksa ls gS ftuds ek/;e ls foi.ku mís';ksa dks izkIr fd;k tkrk gSA fdlh leL;k ds lek/kku ds dbZ rjhdsgksrs gSaA gesa mu rjhdksa easa ls fdlh loksZÙke rjhds ds lEcU/k esa fu.kZ; ysdj vkxs c<+uk gksrk gSA

30 Cundiff & Still : Basic Marketing p.315

18 foi.ku ds fl)kUr

2. laxBu ,oa leUo; djuk (Organisation and Co-ordination)% foi.ku ds izcU/kdh; dk;ksZ esa laxBu ,degÙoiw.kZ dk;Z gSA ;gk¡ laxBu ls vFkZ ml izfØ;k ls gS ftles fofHkUu dk;ksZ ,oa bu dk;ksZ easa layXu O;fDr;ksadh fØ;kvksa dks bl izdkj xfBr djuk gS fd os loksZÙke dk;Zdq'kyrk ,oa lg;ksx ds lkFk dk;Z dj vf/kdremRiknu dj ldsaA fcuk vPNs laxBu ds u rks uhfr;ksa dk gh ikyu fd;k tk ldrk gS vkSj u gh y{;ksa dh izkfIrgks ldrh gSA

3. LVkfQax (Staffing)% foi.ku izcU/kd dk vU; egÙoiw.kZ dk;Z foØ; izcU/kdksa] foØ; dÙkkZvksa vkfn dh fu;qfDr]izf'k{k.k ,oa osru vkfn dk fu/kkZj.k gSA foi.ku izcU/kd ogha rjhds rFkk izfØ;k viukrk gS tks lsfooxhZ; izcUèkd}kjk viuk, tkrs gSA

4. lapkyu ,oa funsZ'ku (Operation and Direction)% tc y{; fu/kkZfjr gks tkrs gSa] fu;kstu iw.kZ dj fy;k tkrkgS] deZpkfj;ksa ,oa izcU/kdksa dh fu;qfDr dj nh tkrh gS] rc ml O;olk; eas lapkyu ,oa funsZ'ku dh vko';drkgksrh gSA dksbZ Hkh ;kstuk vPNh ugha gS tc rd fd mldks izHkkodkjh <ax ls ykxw u fd;k tk;sA

5. foi.ku dk;ksZ dk fu;U=k.k (Controlling of Marketing Functions)% cktkj dh voLFkkvksa eas ifjorZu]miHkksDrk dh ekax rFkk :fp esa ifjorZu] ns'k dh vkfFkZd O;oLFkk eaas ifjorZu vkfn foi.ku ;kstuk esaa :dkoVmRiUu dj nsrs gaSA ;g :dkoV foi.ku fØ;kvksa ds dq'ky fu;U=k.k }kjk jksdh tk ldrh gSA ,d foi.ku izcUèkddks yxkrkj foØ; izcU/k rFkk foØ;&dÙkkZvksa ds dk;ksZ dk izekfir fu"iknu (Standard performance) ds lkFkrqyuk dj [kkfe;ksa dks nwj djuk pkfg, rkfd ;kstuk ,oa fu;U=k.k eas rkyesy gks ldsA

fØ;kRed dk;Z(Functional Activities)

1. foi.ku vuqlU/kku (Marketing Reserach)% foi.ku vuqlU/kku vk/kqfud ;qx eas foi.ku dk lcls egÙoiw.kZdk;Z gks x;k gSA bldh lgk;rk ls ;g tkuk tk ldrk gS fd xzkgd D;k pkgrs gSa] fdruh ek=kk] dgka pkgrsgSa rFkk oLrq ds xzkgd ds gkFk esa igq¡p tkus ds ckn og oLrq ds fo"k; eas D;k lksprs gSaA ;s egÙoiw.kZ rF; dsoyfoi.ku vuqlU/kku }kjk gh irk pyrh gSa tks foi.ku dh lQyrk eas egÙoiw.kZ ;ksxnku (Contribtuion) iznku djrsgSaA

2. mRiknu fu;kstu (Product Planning)% lQyrkiwoZd foi.ku bl ckr ij vk/kkfjr gksrk gS fd ge dgka rdmiHkksDrk dh :fp] fopkj rFkk ekax dks tkuus esa rFkk :fp ds vuq:i oLrq dk fuekZ.k djus eas lQy gksrs gSaAfoi.ku vuqlU/kku dh lgk;rk ls izkIr rF;ksa ds vuqlkj oLrqvksa ds :i ,oa fMtkbu dk fu/kkZj.k djuk rFkkvko';d ek=kk eas ml oLrq ds mRiknu dh O;oLFkk djuk mRiknu fu;kstu dgykrk gSA

3. Ø; (Buying)% ,d O;kikjh ds fy, Ø; cgqr gh egÙoiw.kZ gksrk gSA mldh foØ;&lQyrk mldh Ø;dk;Zdq'kyrk ij fuHkZj djrh gSA dgka rd og xzkgdksa dh :fp dh oLrq,a Bhd ewY; ij Ø; dj ikrk gS] blij gh mlds O;olk; dh lQyrk vk/kkfjr gksrh gSA foi.ku vuqla/kku }kjk izkIr lwpukvksa ds vk/kkj ij gh mlsviuh Ø;&uhfr fuf'pr djuh pkfg,A D;k [kjhnuk gS] dc [kjhnuk gS rFkk dgka ls [kjhnuk gS] ds fu/kkZj.kesa vR;f/kd lko/kkuh dh vko';drk gksrh gSA

4. ifjogu (Transport)% ifjogu dk dk;Z oLrq dks mRiknu LFky ls miHkksDrk rd igq¡pkuk gSA ifjogu dhlgk;rk ds dkj.k gh ogr~ mRiknu] fof'k"Vhdj.k o ogr~ cktkj LFkkfir gks x;s gSaA miHkksDrk dks Hkh miHkksxdh oLrqvksa dh la[;k o ek=kk easa of) djus dk volj ifjogu dh lgk;rk ls gh izkIr gqvk gSA

5. Js.kh;u ,oa izekihdj.k (Grading and Standardization)% vkS|ksfxd laLFkkvksa ds fy, bldk fo'ks"k egÙougha gksrk ijUrq Ñf"k inkFkZ ;k dPps eky dk Ø;&foØ; djus okyh laLFkk ds fy, ;g fØ;k fo'ks"k egÙo dhgksrh gS D;kasfd ;s inkFkZ ,d rjg ds ugha gksrsA bu oLrqvksa dk O;kikj djus okys O;kikjh budk ,d=khdj.kdjus ds ckn vyx&vyx Js.kh ds vuqlkj Js.kh;u djrs gSaA blls foØ; ljy gks tkrk gSA

foi.ku 19

6. czkfMax (Branding)% vf/kdka'k m|ksxksa }kjk fufeZr dh tkus okyh oLrqvksa dks muds :i&jax ds vk/kkj ijvyx&vyx fd;k tk ldrk gSA izR;sd fuekZrk viuh oLrq dks nwljs fuekZrk dh oLrq ls vyx djus ds fy, viuhoLrq dks fo'ks"k uke ns nsrk gSA

7. tksf[ke lguk (Risk-taking)% foi.ku dk;ksZ esa tksf[ke dk Hkh egÙoiw.kZ LFkku gSA tksf[ke vfuf';rrk dsdkj.k mRiUu gksrh gSA oLrq ds mRiknu ls ysdj vfUre miHkksDrk rd igq¡pus esa cgqr&lh fØ;k,a djuh iM+rhgSA ftuesa tksf[ke lguk Hkh gksrk gSA tksf[ke ds fofHkUu dkj.k gks ldrs gSa tSls eky dks vkx] ck<+] nq?kZVukvksao pksjh ls u"V gksuk] rks dHkh tksf[ke eky dk ewY; de gksus ] rks dHkh ekax esa ifjorZu gksus dh gSA buesa dqNtksf[keasa ,slh gSa ftudks chek ds ek/;e ls de fd;k tk ldrk gSA

8. cktkj lwpuk (Market information)% foi.ku esa cktkj lwpuk,a cgqr gh egÙoiw.kZ dk;Z djrh gSA ;fn cktkjlwpukvksa dk O;kikjh ds ikl vHkko gS rks mlds O;kikj ij izfrdwy izHkko iM+ ldrk gSA fofHkUu O;kikfjdleqnk;ksa] ljdkj o vU; fof'k"V laLFkkuksa }kjk oLrq esa mRiknu o miHkksx ds lEcU/k eas lwpuk,a ,df=kr dh tkrhgSaA O;kikjh mu lwpukvksa ds vk/kkj ij viuh foi.ku uhfr o oLrq ds mRiknu esa ifjorZu dj ysrk gS vkSjlEHkkfor izfrdwy izHkkoksa ls vius dks cpk ysrk gSA

9. iaSfdax (Packing)% oLrqvksa dks vyx&vyx czkaM nssus ds fy, rFkk mUgsa ;krk;kr ds ;ksX; cukus ds fy, mfpriSfdax djus dh vko';drk gksrh gSA lkFk gh xzkgdksa dh vyx&vyx ek=kk esa oLrq dh vko';drk iM+rh gS ftldkj.k oLrq dks fHkUu&fHkUu ek=kk eas iSd djuk iM+rk gSA blds vUrxZr oLrqvksa dks iSafdax ds fy, fMCcksa] fVuksa]cksryksa] ihiksa] cksfj;ksa vkfn lk/kuksa ds pquko dh vko';drk iM+rh gS rFkk miHkksDrkvksa dh :fp dks /;ku esa j[kdjiSafdax dh ek=kk fu/kkZfjr dh tkrh gSA

10. foÙk (Financing)% mRiknu o miHkksx ds chp le; dk dkQh vUrj gksrk gSA miHkksDrk Hkh oLrq izkIr djus dsfy, igys ls Hkqxrku ugha djrk gSA mRiknu eas dPpk eky] e'khu] rsy] etnwjh o laxzg vkfn ds fy, Hkh /kudh vko';drk gksrh gSA lkFk gh nSfud dk;ksZ] ekSleh vko';drkvksa] Øsrkvksa dh lk[k ds fy, Hkh /ku vko';dgksrk gSA /ku o lk[k ftldh vko';drk oLrq dks vfUre miHkksDrk rd igq¡pkus ds fy, gksrh gS foi.ku ds vUrxZrfoÙk dk;Z dgykrk gSA

11. ewY; fu/kkZj.k (Price Fixation)% izR;sd mRiknd dks vius oLrqvksa ds ewY; dk fu/kkZj.k bl rjg ls djuk gksrkgS fd ftlls mRiknd dks i;kZIr ykHk gks lds rFkk miHkksDrk Hkh oLrq ds izfr viuh :fp j[k ldsA lkFk ghmiHkksDrk ds fy, ewY; fu/kkZj.k ds lkFk&lkFk mUgsa Fkksd O;kikjh ,oa QqVdj O;kikfj;ksa ds fy, Hkh fHkUu&fHkUufu/kkZj.k djuk gksrk gSA rkfd os Hkh oLrq ds foØ; esa i;kZIr :fp ysaA blds vUrxZr fofHkUu xzkgdksa dks nh tkusokyh NwV dk Hkh fu/kkZj.k gksrk gSA

12. foKkiu (Advertising or Supplying Information about Goods to Customers)% xzkgdksa dks oLrqvksa dsfo"k; esa tks cktkj esa fcd jgh gksrh gS] iw.kZ Kku ugha gksrkA mRiknd dks miHkksDrkvksa dks vius mRikn] mldsxq.k] ewY;] izkIr gksus dk LFkku vkfn ds fo"k; esa Kku iznku djuk gksrk gSA ftuds fcuk foØ; lEHko ugha gSA;g dk;Z foKkiu dh lgk;rk ls fd;k tkrk gSA

13. laxzg (Storage)% laxzg og izfØ;k gS ftl ds ek/;e ls oLrqvksa dks mi;ksx gksus rd vPNh gkykr eas cuk, j[kktkrk gSA ;g dk;Z mRiknu rFkk miHkksx dh nwjh de dj nsrk gSA

14. foØ; (Selling)% foi.ku esa foØ; dk;Z cgqr gh egÙoiw.kZ gSA okLro esa] foi.ku dh vk/kkjf'kyk foØ; gh gSA;fn oLrqvksa dk fcØ; u gks rks foi.ku fØ;k ds vU; dk;Z vizHkkoh gh jg tk;saxsA fcuk foØ; ds mRiknu dksHkh vf/kd dky rd pkyw ugha j[kk tk ldrk gSA foØ; esa xzkgdksa dk irk yxkuk] mudh ekax dks izksRlkfgrdjuk] mudks lykg nsuk ,oa mudks vPNh&ls&vPNh lsok iznku djuk] vkfn vkrk gSA

15. ,d=khdj.k (Assembling)% vk/kqfud foi.ku dk mís'; Øsrk dh lHkh izdkj dh t:jrsa iwjk djuk gSA foi.kuizcU/kd vyx&vyx lzksrksa ls fofHkUu izdkj dh oLrq,a (Good) ,df=kr djrk gS rFkk miHkksDrkvksa dks miyC/kdjkrk gSA

foi.ku ds fl)kUr20

v/;k;&2

foi.ku fopkj(Marketing Concept)

foi.ku fopkj dk vFkZ ,oa ifjHkk"kk,¡(Meaning of Marketing Concept and its Definitions)

^foi.ku* ,oa foi.ku fopkj* i;kZ;okph ugha gSaA oLrqr% nksuksa esa dkQh vUrj gSA fofy;e ts- LVsUVu foi.ku fopkj* ,oa^foi.ku* ds chp vUrj djrs gq, fy[krs gSa fd ^foi.ku fopkj* ,d n'kZu] vfHkofÙk vFkok O;kolkf;d fpUru dh n'kkgSA tcfd foi.ku O;kolkf;d fØ;kvksa dh ,d izfØ;k vFkok O;kolkf;d dk;Zokgh dk ekxZ gSA LokHkkfod rkSj ijfpUru fof/k fØ;k ds ekxZ dk fu/kkZj.k djrh gSA1

oLrqr% orZeku esa] foi.ku&O;olk; dk i;k;Zokph curk tk jgk gSA foi.ku ds bl c<+rs gq, egÙo us O;kolkf;d fpUrudks ,d uohu fn'kk nsuk izkjEHk fd;k gS ftls ^foi.ku fopkj* dh laKk nh xbZ gSA tku bZ- osdQhYM us ^foi.ku fopkj*dks O;olk; n'kZu* dgk gSA2 lp iwNk tk;s rks foi.ku fopkj* izcU/k dk og n'kZu gS tks foi.ku fØ;kvksa dk ekxZ&n'kZudjrk gSA* vU; 'kCnksa esa] ^foi.ku fopkj* lkekftd&vkfFkZd lUrqf"V dh ekU;rkvksa ij vk/kkfjr ,slk O;olk;&n'kZu gStks xzkgd dks leLr foi.ku fØ;kvksa dk dsUnz fcUnq cukus ij cy nsrk gSAß bl fopkj/kkjk ls lEcfU/kr dqN izeq[kifjHkk"kk,¡ fuEukuqlkj gSa&

1- vkFkZj ih- QSYVu ds vuqlkj ^foi.ku fopkj* laLFkk dh fLFkfr gS tks leLr foi.ku fØ;kvksa ds ,dhdj.k ,oaleUo; ij cy nsrh gS] rkfd ;s foi.ku fØ;k,¡ laLFkk ds vU; dk;ksZa ls la;ksftr gks lds vkSj laLFkk nh?kZdkyhuvf/kdre ykHkksa dh mRifÙk ds ewy y{; dks izkIr dj ldsAß3

2- fofy;e ts- LVsUVu ds vuqlkj ßlexz vFkZ esa] foi.ku fopkj O;olk; dk og n'kZu gS tks xzkgd dh vko';drkvksadh lUrqf"V dks dEiuh ds vfLrRo dk vkfFkZd ,oa lkekftd vkSfpRp ekurk gSA ifj.kkeLo:i] dEiuh ds leLrmRiknu] foi.ku vfHk;kfU=kd ,oa foÙkh; fØ;kvksa dk ,d ek=k y{; ;g ekywe djuk gksuk pkfg, fdmiHkksDrkvksa dh vko';drk,¡ D;k gSa vkSj mu vko';drkvksa dks mfpr ykHkktZu ds lkFk fdl izdkj lUrq"V fd;ktk ldrk gSAÞ4

3- nh tujy bysfDVªd dEiuh] vesfjdk ds foi.ku vf/k'kklh ds 'kCnksa esa ge ;g vuqHko djrs gSa fd foi.ku ,dvk/kkjHkwr cqfu;knh n'kZu gSA bl n'kZu dk izFke vk/kkj] O;olk; djus ds xzkgdksUeq[kh rjhdksa dks Lohdkjuk ,oaekU;rk nsuk gSA foi.ku ds vUrxZr xzkgd ,d vk/kkj ,oa dszUnz fcUnq cu tkrk gSA ftlds pkjksa vksj O;olk;

1 W. J. Stanton, op, cit., p. 12

2 "The Marketing Concept is a Philosophy of Business" — John E. Wakefield

"The Ten Cogs in Marketing for Profits" "Sales Management", Oct. 16, 1969, p. 3.

3 "The Marketing concept is a corporate state of mind that insists on the integration and co-ordination of all marketing functions

which in turn an welded with all other corporate functions for the basic objective of producing maximum long range corporte

profits." — Arthur P. Felton "Making the Marketing Concept Work". Harvard Business Review July-August, 1959, p. 55

4 "In its fullest sense, the marketing concept is a Philosophy of business which states that the customers-want-satisfaction is the

economic and social justification of a company's existence. Consequently, all Company activities in production, engineering and

finance, as well as in marketing must be devoted to first, determining what the customer's wants are and, then satisfying these wants

while still making a reasonable profit. W. J. Stanton, op. cit., p. 11.

21foi.ku fopkj

lHkh lEcfU/kr oxksZa ds fgrksa ds fy, pDdj dkVrk gSA -------------- f}rh; vk/kkj ftl ij foi.ku n'kZu vk/kkfjrgS] og ;g gS fd bl fopkj dh tM+sa ifjek.k&fopkj esa ugha cfYd ykHk&fopkj esa gSaA5

4- dafMQ fLVy ,oa xksoksuh ds vuqlkj Þewyr% foi.ku fopkj] og izcU/k&n'kZu gS tks bl fopkj dks viukus okyhdEifu;ksa ds foi.ku iz;klksa ds izcU/k dks lqn<+rkiwoZd izHkkfor djrk gSAÞ 6

5- fQfyi dksVyj ds vuqlkj] Þfoi.ku fopkj] foi.ku iz;klksa ds iFk izn'kZu dk n'kZu gSAÞ7

mi;qZDr foospu ds vk/kkj ij ;g dgk tk ldrk gS fd Þfoi.ku fopkjÞ] foi.ku fØ;kvksa dk ekxZ&n'kZu djus okyk ,slkizcU/k n'kZu gS tks xzkgdksUeq[kh gS vkSj foi.ku laLFkk dh leLr fØ;kvksa dks ,dhÑr djrs gq, mfpr ykHkktZu ij cynsrk gSA bl fopkj dks vk/kqfud ekuk x;k gSA

foi.ku fopkj dh ekU;rk,¡ vFkok fo'ks"krk,¡(Assumptions or Characteristics of the Marketing Concepts)

izeq[k ekU;rk,¡ vFkok fo'ks"krk,¡ fuEufyf[kr gSa%

1- foi.ku fopkj/kkjk Ô;olk;* ,oa ^foi.ku* dks i;k;Zokph cukrh gS vkSj O;olk;&laxBu dks foi.ku laxBu esacny nsrh gSA

2- foi.ku fopkj lkekftd&vkfFkZd lUrqf"V ds fl)kUr ij vk/kkfjr fopkj gS tks xzkgd&lUrqf"V dks foi.ku&izfØ;kdk ân; ekurk gSA

3- foi.ku fopkj fcØh dh ek=kk ij /;ku u nsdj ykHkdkjh foØ; ifj.kke ij /;ku nsrk gSA

4- foi.ku fopkj ,dhÑr vFkok lqxzfFkr foi.ku ij cy nsrh gSA bldk rkRi;Z ;g gS fd foi.ku fØ;kvksa ,oafu.kZ;ksa dk lEcU/k laLFkk dh vU; fØ;kvksa ,oa fu.kZ;ksa ls gksuk pkfg,A blds vfrfjDr] foi.ku] foi.ku vf/kdkjhdks laLFkk esa loksZPp laxBukRed in iznku djus ij cy nsrk gSA vU; 'kCnksa esa] ;g fopkj/kkjk laLFkk dh fØ;kvksadks ,dhÑr djus ,oa laLFkk o mlds foHkkxksa ds y{;ksa esa ,d:irk LFkkfir djus ij cy nsrh gSA

foi.ku fopkj ,oa mldh fo'ks"krkvksa dks fuEu fp=k 2-1 }kjk iznf'kZr fd;k tk ldrk gSA fp=k 2-1 crykrk gS fd foi.kufopkj dks viukus oky laLFkk lcls igys xzkgdksa dh fo|eku ,oa lEHkkfor t:jrksa vkSj bPNkvksa dh tkudkjh djrhgSA rnqijkUr Lo;a dh {kerkvksa ,oa lk/kuksa dks /;ku esa j[krs gq, lEHkkfor cktkj voljksa dk fu/kkZj.k djrh gSA bldsckn foi.ku fØ;kvksa dks ijLij lEc) djrk gSA blds i'pkr~ fufeZr mRiknksa ,oa lsokvksa dk foi.ku fd;k tkrk gSftlls xzkgdksa dks lUrqf"V vkSj QeZ dks ykHk fey ldsA

5 Freed J. Borch "The Marketing Philosophy as a way of Business life, the marketing Concepts: Its meaning to Management". AMA

Marketing Series No. 99, New York, 1957, pp. 3-5.

6 Basically, the marketing concept is a philosophy of management that strongly influences the management of marketing efforts in

those companies adopting it." Cundiff, Still and Govoni op. cit., p. 16.

7 Phillip Kitler, op. cit., p. 12.

x z kgdk s a dh

fo|eku ,o a

laHkkfor t:jrksa

vkSj bPNkvksa dh

tkudkjh

laHkkfor cktkj

voljk s a dk

fu/kkZj.k

foi.ku {kerk,¡

,o a foi. ku

dk;ZØe

mRikn , ao

l so kvk s a dk

mRi knu ,o a

foi.ku

xzkgd lUrqf"V

mfpr ykHkktZu

cUn ik'k&izfrlaHkj.k

fp=k 2.1

foi.ku ds fl)kUr22

fQfyi dksVyj dk er gS fd Þfoi.ku fopkj og izcU/k vfHkLFkkiu (Management Orientation) gS tks bl ckr dkscrykrk gS fd laxBu dk izeq[k dke fdlh y{;&cktkj dh vko';drkvksa] bPNkvksa vkSj ewY;ksa dk fu/kkZj.k djuk gSArFkk izfrLif/kZ;ksa dh rqyuk esa vR;f/kd izHkkoiw.kZ ,oa dk;Zdq'ky rjhds ls okafNr lurqf"V;k¡ iznku djus gsrq laxBu dksvuqdwy cukuk gSAÞ bl fopkj dh izeq[k ekU;rk,¡ fuEufyf[kr gSa%8

1- laxBu dk dk;Z fdlh fuf'pr xzkgd lewg dh vko';drkvksa ,oa bPNkvksa dh lUrqf"V djuk gksrk gSA

2- laxBu ;g Lohdkjrk gS fd xzkgd bPNkvksa dh lUrqf"V ds fy, ,sls lfØ; foi.ku dk;ZØe dh t:jr gksrhgS tks bu bPNkvksa ds ckjs esa tkudkjh djrk jgrk gSA

3- laxBu dks lqxzfFkr vFkkZr~ ,dhÑr foi.ku fu;U=k.k dh t:jr gksrh gSA

4- xzkgd&lUrqf"V xzkgdksa dh fu"Bk izkIr djrh gS] O;olk; dh iqujkofÙk djrh gS vkSj [;kfr izkIr djrh gSA

foi.ku fopkj ds LrEHk(Pillars of Marketing Concept)

Þfoi.ku fopkj oLrqr% ,slk xzkgdksUeq[kh nf"dks.k gS ftls ,dhÑr foi.ku dk leFkZu izkIr gS vkSj ftldk y{;xzkgd&lUrqf"V ds tfj;s laxBukRed y{;ksa dh izkfIr gSAÞ bl fopkj ds fuEu rhu vk/kkj LrEHk gSa%

xzkgdksUeq[kh nf"Vdks.k

(Customer-Orientation)

foi.ku fopkj xzkgd dks loksZifj ekudj pyrk gS vkSj laLFkk dks xzkgd dh nf"V ls ns[kus ij cy nsrk gSA foi.ku fopkjdk ;g vk/kkj LrEHk mRiknksUeq[kh (Product-oriented) u gksdj xzkgdksUeq[kh (Customer-oriented) gSA ;g fopkj xzkgdksadks laLFkk dk ekfyd ekurk gS vkSj laxBukRed pkVZ esa mUgsa loksZifj LFkku nsrk gSA bl fopkj/kkjk dks viukus okyhlaLFkk,¡ laxBu dh uhfr;ksa ,oa dk;ZØeksa dk fuekZ.k xzkgd dks dsUnz fcUnq cuk dj djrh gSa rFkk xzkgdksa dh :fp;ksa ,oavko';drkvksa esa gq, ifjorZuksa ds vuq:i mRikn lafeJ (Product-mix) esa ifjorZu djrh gSA oLrqr% ;g vo/kkj.kk xzkgddh izHkqlÙkk esa fo'okl j[krh gS vkSj xzkgd }kjk okafNr mRiknksa ds fuekZ.k dks lokZf/kd egÙo nsrh gSA

foi.ku fopkj ds bl xzkgdksUeq[kh vk/kkj LrEHk dks O;ogkj esa fØ;kfUor djus gsrq fuEukafdr dne fy;s tkus t:jh gSa&

1- okLrfod vko';drk dk fu/kkZj.k% foi.ku laLFkk dk izkFkfed dne xzkgdksa dh okLrfod vko';drkvksa dkfu/kkZj.k djus ls lEcU/k j[krk gSA ;fn foi.ku laLFkk nokb;k¡ csprh gS rks izcU/kdksa dks ;g tku ysuk pkfg,fd os nokb;k¡ ugha vfirq LokLF; vFkok thou csp jgs gSaA ;fn laLFkk xeZ diM+s csprh gS rks ;g tkuuk pkfg,fd lq[kn xekZgV csp jghs gSA ;fn Jaxkj ds lkeku csprh gS rks le>uk pkfg, fd lkSUn;Z cspk tk jgk gSaAVsyhQksu csprh gS rks lapkj vkSj lEidZ cspk tk jgk gSA bl izdkj] mRikn ;k lsok vfUrer% miHkksDrkvksa dsfy, D;k djrh gS vksj miHkksDrk mlls D;k vk'kk,¡ j[krs gSa] budh tkudkjh xzkgdksUeq[kh nf"Vdks.k dksO;ogkfjd :i nsus esa lgk;d gksrh gSA

2- y{; lewgksa dk fu/kkZj.k% tc foi.ku laLFkk miHkksDrk dh okLrfod vko';drk dk fu/kkZj.k dj ysrh gS] rcmls cktkj&foHkfDrdj.k dh jhfr&uhfr dks viukdj mu y{;&lewgksa dks fu/kkZfjr djuk pkfg,A ftu rd ogigq¡puk pkgrh gSA O;ogkj esa fofHkUu cktkj&[k.M gksrs gSa ftudh vko';drk,¡ fHkUu&fHkUu gksrh gSa vkSj ftUgsa,d mRikn }kjk iwjk djuk lEHko ugha gksrk gSA blfy, lk/kuksa ds lhfer gksus ij fdlh fof'k"V y{;&cktkjdk pquko djuk ijeko';d gksrk gS vFkok lk/kuksa ds vlhe gksus ij ^mRikn fofof/kdj.k* (Product diversi-

fication) dh jhfr&uhfr dks viukuk gksrk gSA

3- mRikn ,oa lUns'k igq¡pkuk% tc foi.ku laLFkk fu/kkZfjr y{; lewgksa ds fy, mi;qDr mRikn cuk ysrh gS rc

8 Phillip Kotler, op. cit., p. 14.

23foi.ku fopkj

lgh le; ij i;kZIr ek=kk esa lgh fdLe ,oa dher okyk mRikn xzkgdksa rd igq¡pkuk pkfg,A ;fn izfrLi/kkZ vf/kd gS rks ^mRikn&foHksnhdj.k* (Product differentitation) dh jhfr&uhfr dk lgkjk fy;k tkuk pkfg,A

4- miHkksDrk vuqla/kku djrs jguk% nh?kZdky rd miHkksDrkvksa dh vko';drvksa ,oa :fp;ksa ds vuq:i mRikn dkscuk;s j[kus ds fy, foi.ku laLFkk }kjk miHkksDrk vuqla/kku dk;Z lrr~ :i ls djrs jguk pkfg,A ;fn miHkksDrkvU; fuekZrkvksa dh oLrqvksa ds izfr >qdko izdV djus yxrs gSa rks mu izfrLi/khZ mRiknksa rFkk mueas iz;qDr vkS|ksfxdhds ckjs esa xgjh Nkuchu djds Lo;a ds mRiknuksa dks Hkh muls Js"B cukuk pkfg,A

,dhÑr foi.ku (Integrated Marketing)

,dhÑr foi.ku dk vk/kkj LrEHk dEiuh dh laxBu lajpuk es ifjorZu dh vko';drk dks izdV djrk gSa ;g LrEHkfoi.ku dEiuh dh leLr fØ;kvksa esa ,dhdj.k djus rFkk mUgsa foi.ku y{;ksa dh izkfIr dh fn'kk esa vxzlj djus ij cynsrk gSA bl LrEHk dh ekU;rk ;g gS fd tc rd dEiuh ds lHkh foHkkx feydj fdlh ,d fof'k"V vf/kdkjh ds usrRoesa dk;Z ugha djasxs] rc rd foi.ku y{;ksa dh izkfIr ugha gksxhA blfy,] foi.ku vf/k'kklh ds usrRo ,oa fu;U=k.k esa laLFkkds vU; foHkkx tSls mRiknu] foÙk] foØ;] lsfooxhZ;] vuqlU/kku ,oa fodkl vkfn foHkkx gksus pkfg, rkfd og vf/k'kklh

xzkgd&lUrqf"V dks izHkkfor djus okyh leLr fØ;kvksa dk izcU/k Hkyh izdkj dj ldsA ,dhÑr foi.ku dks u viukusokyh laLFkkvksa esa laxBu pkVZ fuEu :i ys ldrk gS ¼nsf[k, fp=k ua- 2-3½

js[kkfp=k 2-3

lapkyd e.My

foi.ku lapkyd

ys[kk deZ

izcU/kd

m R i k n u

izcU/kdf o i . k u

izcU/kd

foÙk

izcU/kd

vuqla/kku

,oa fodkl

vf/kdkjh

tu lEidZ

izcU/kd

lsfooxh Z;

izcU/kd

d k u w u h

lykgdkj

lapkyd e.My

izcU/k lapkd

egk izcU/kd

ys[kk deZ

izcU/kd

m R i k n u

izcU/kdf o i . k u

izcU/kd

foÙk

izcU/kd

vuqla/kku

,oa fodkl

izcU/kd

tu lEidZ

izcU/kd

lsfooxh Z;

izcU/kd

d k u w u h

lykgdkj

,dhÑr foi.ku ds vk/kkj LrEHk dks viukus okyh laLFkkvksa dk laxBu pkVZ fp=k ua- 2-4 tSlk :i xzg.k dj ldrk gS&

laxBukRed y{;ksa dh iwfrZ dk vk/kkj&xzkgd lUrqf"V(Customer Satisfaction as Key to Organisational goals)

foi.ku fopkj dk rhljk vk/kkj LrEHk xzkgd lUrqf"V gSA xzkgd lUrqf"V gh laxBukRed y{;ksa dh iwfrZ ,oa ykHkktZu dk

js[kkfp=k 2-4

foi.ku ds fl)kUr24

vk/kkj gSA blfy,] foi.ku fopkj dks viukus okyh laLFkkvksa dks pkfg, fd os xzkgd dks lnSo lgh le>s] vkSj mls lnSolUrks"kizn lsok,¡ nsus gsrq rRij jgsaA fu"d"kZ ds rkSj ij dgk tk ldrk gS fd xzkgd dh lUrqf"V dks foi.ku iz;klksa dky{; ekuuk pkfg,] vkSj laLFkk ds ykHk xzkgd lUrqf"V dk ifjek.k gksuk pkfg,A

vk/kqfud ,oa iqjkus foi.ku fopkj esa vUrj(Difference between Old and new Concepts of Marketing)

vk/kqfud foi.ku fopkj cnyrs gq, izcU/k&n'kZuksa dk dkj.k&ifj.kke jgk gSA iqjkuh fopkj/kkjk oLrqr% vk/kqfud foi.ku

fopkj dh i"BHkwfe gS vkSj fodklkoLFkk;sa gSaA budks foi.ku lkfgR; esa mRikn fopkj* ,oa foØ;.k fopkj ds uke ls iqdkjk

x;k gSA dqN fo}ku bUgsa ^mRiknksUeq[kh foi.ku nf"Vdks.k* rFkk foØ;ksUeq[kh foi.ku nf"Vdks.k* Hkh dgrs gSaA vk/kqfud

foi.ku fopkj ds lkFk bu nf"Vdks.kksa dk vUrj tkuus ls iwoZ mRikn&fopkj* rFkk foØ; fopkj* dks tku ysuk vR;ko';d

gSA

^mRikn fopkj* (Product Concept) mRikndksa dh fØ;kvksa dk lcls iqjkuk ekxZn'kZd rFkk fu;U=kd jgk gSA dksVyj ds

vuqlkj] mRikn fopkj ,slk izcU/k&vfHkLFkkiu gS tks ;g ekudj pyrk gS fd miHkksDrk vPNs ,oa mfpr dher okys mRiknksa

dks viuk leFkZu nsrs gSa vkSj lUrks"kizn foØ;ksa rFkk ykHkksa ds fy, dEiuh dks cgqr de foi.ku iz;kl djus dh t:jr

gSA

^foØ;.k fopkj* (Selling Concept) mRikndksa dh fØ;kvksa ds ekxZn'kZu vkSj fu;U=k.k dh f}rh; fopkj/kkjk jgh gSA

dksVyj ds vuqlkj] ÞfoØ; fopkjÞ ,slk izcU/k vfHkLFkkiu gS tks ;g ekudj pyrk gS fd i;kZIr foØ;.k vkSj lao)Zu

iz;klksa ds vHkko esa miHkksDrk dEiuh dh oLrqvksa dks vf/kd ifjek.k esa ugha [kjhnsaxsA

foi.ku dh vk/kqfud fopkj/kkjk vkSj mlds dk;ksZa dks fuEu fp=k ls vPNh rjg n'kkZ;k tk ldrk gS%&

foi.ku dh iqjkuh vkSj u;h fopkj/kkjk ds vUrj dks fuEu pkVZ dh lgk;rk ls vf/kd Li"V dj ldrs gSa%

foi.ku fØ;k;sa&iqjkuh fopkj/kkjk (Marketing Functions - Old Concept)

dk;Z (Functions) y{; (Objectives)

mRikn

(Product)

dher

(Price)

forj.k lkj.kh

(Channels of

Distribution)

foØ; lao)Zu

(Sales

Promotion)

YkkHk vf/kd

foØ; }kjk

(Profit through

increased sales

volume)

1 2 3 4

25foi.ku fopkj

dk;Z (Functions) y{; (Objectives)

foi.ku vuqla/kku

¼xzkgd dh

vko';drk o

bPNk dh

tkudkjh½

Marketing

Research

(Ascertainment

of Customer

needs &

desires.)

foi.ku fu;kstu

Marketing

Planning

iqjkuh fopkj/kkjk

ds vUrZxr fd;s

tkus okys dk;Z

foØ;okn dh

lsok;sa (After

Sales Services)

vfoi.ku

(Demarketing)

ykHk xzkgd

lUrqfa"V }kjk

Profit

Through

customer

Satisfaction

mRikn

(Product)

dher

(Price)

forj.k lkj.kh

(Channels of

Distribution)

foØ; lao)Zu

(Sales

Promotion)

1 2 7 8

foi.ku fØ;k;sa&uohu fopkj/kkjk (Marketing Functions - New Concept)

fp=k 2-5 foi.ku fopkj (Marketing Concept)

mijksDr fp=k ls ;g izrhr gksrk gS fd fp=k ds igys Hkkx esa foi.ku dk;Z 1] 2] 3] 4 iqjkuh fopkj/kkjk dks crkrs gSa] fp=kds nwljs Hkkx esa 3] 4] 5] 6 rks iqjkuh fopkj/kkjk ds vUrZxr foi.ku izcU/k ds dk;Z gSaa rFkk uohu fopkj/kkjk esa 1] 2] 7 o8 dk;Z Hkh foi.ku izcU/k ds vUrZxr vk x;s gSA iqjkuh fopkj/kkjk esa xzkgdksa dh bPNk o vko';drk dks tkus fcuk oLrqcukbZ tkrh FkhA ysfdu ubZ fopkj/kkjk esa oLrq dks cukus ds iwoZ xzkgdksa dh vko';drk vkSj bPNk dks tkuk tkrk gSAtSlk fd mijksDr fp=k esa crk;k gSA iqjkuh fopkj/kkjk esa foØ; vkSj mldh of) dh tkrh Fkh ysfdu ubZ fopkj/kkjk esablds lkFk ekax dk iwokZuqeku vkSj foi.ku ,dhdj.k Hkh tksM fy;k gS ftlls O;kikfjd dk;Z vf/kd lqfo/kktud gks x;sgSaA iqjkuh fopkj/kkjk esa vf/kd ykHk foØ; esa of) djds izkIr fd;k tkrk Fkk ysfdu vk/kqfud fopkj/kkjk esa oLrq dks cspusds ckn xzkgd dh larqf"V ds fy, foØ; ds ckn lsok,a vkSj xkjUVh nh tkrh gSA bl izdkj mijksDr fp=k ls foi.ku dhiqjkuh vkSj vk/kqfud fopkj/kkjk ds chp ds varj dks vklkuh ls le> ysrs gSaA

foi.ku dh iqjkuh fopkj/kkjk lk/kkj.k foØ; vkSj foØ; izorZu rd FkhA ysfdu foi.ku dh ubZ fopkj/kkjk foØ; vkSjizorZu rd gh lhfer ugha gSA blesa dsoy dksbZ ,d fØ;k gh ugha yh tkrh tSls foØ;] foKkiu vkSj forj.k cfYd blesafoi.ku ,dhdj.k gksrk gS ;k nwljs 'kCnksa esa ;g fofHkUu O;kikfjd fØ;kvksa dk ,dhdj.k djrh gSA bldk vafre mís';miHkksDrk dh vko';drk vkSj bPNk dks rIr djuk gSA ikWy etqj (Paul Mazur) ds vuqlkj ;g Þthou Lrj dh lqiqnZxhgSÞ (The delivery of standard of livig)A fo|eku vko';drkvksa dks larq"V djuk] mÙke ubZ bPNkvksa dk fuekZ.k djukvkSj oLrqvksa esa lq/kkj djuk] foi.ku miHkksx ds rjhdksa dks crkrh gS vkSj yksxksa ds thou Lrj dks lq/kkjrh gSA

3 4 5 6

foi.ku ds fl)kUr26

foi.ku dh vk/kqfud fopkj/kkjk ds vuqlkj izcU/k dks Lo;a mRikn ds mRiknu dks gh ugha lkspuk pkfg,] ewY; ds vuqlkjxzkgd dks larq"V djus dh Hkh O;oLFkk djuh pkfg,A foi.ku dh ubZ fopkj/kkjk dk fu"d"kZ ;g gS fd xzkgd ,d ,slkpØ gS ftl ij lkjh O;kikfjd fØ;k,a pDdj yxkrh gSA

iqjkuh mRiknu iz/kku fopkj/kkjk ÞØsrk lko/kkuß (Caveat Emptor) dk nf"Vdks.k fy, gq, Fkh ftldk rkRi;Z] xzkgd dkslk/kku jguk pkfg,] oLrq dks cspus ds ckn foØsrk dk dksbZ mÙkjnkf;Ro ugha gSA u;h cktkj iz/kku fopkj/kkjk ÞfoØsrklko/kkuß (Caveat Vendor) ftldk rkRi;Z gS foØsrk dks lko/kku jguk pkfg,] foØsrk oLrq dks cspus ds ckn iw.kZmÙkjnk;h gksrk gSA foØsrk dk vafre mís'; xzkgd dks larq"V djuk gSA

vk/kqfud ,oa iqjkus foi.ku fopkj esa vUrj(Difference between old and New concept of marketing)

miHkksDrk larqf"V (Consumer Satisfaction) iqjkuh fopkj/kkjk oLrqvksa dks mRiknd ls miHkksDrk rd igq¡pkus dh FkhvkSj mlesa ykHk eq[; dkjd FkkA ysfdu vk/kqfud fopkj/kkjk esa miHkkssDrk dh lUrqf"V vfuok;Z gSA dksbZ Hkh fuekZrk fcukmiHkksDrk dh lUrqf"V ds vius fu/kkZj.k dk;Z dks vf/kd le; rd ugha pyk ldrk gSA

ykHk dekuk (Profit earning) iqjkuh fopkj/kkjk esa ykHk dekuk eq[; dk;Z Fkk ysfdu vkt dh fopkj/kkjk eas miHkksDrkdks lUrq"V djds gh ykHk dek;k tk ldrk gSA

foi.ku dk;ksZa esa ikjLifjd lEcU/k (Mutual relationship between marketing functions) iqjkuh fopkj/kkjk esafoi.ku ds dk;ksaZa esa ikjLifjd lEcU/k ;k rks Fkk gh ugha ;k cgqr de Fkk ysfdu uohu fopkj/kkjk esa foi.ku ds izR;sd{ks=k dk lEcU/k vko';drk gh ugha cfYd mu lcdk fu;kstu ,oa leUo; Hkh vfuok;Z gSA fcuk buds ,dhdj.k dsmiHkksDrk lUrqf"V ugha dh tk ldrh gSA

miHkksDrk&lapkfyr (Consmer-oriented) iqjkuh fopkj/kkjk oLrq&lapkfyr Fkh ysfdu uohu fopkj/kkjk miHkksDrk&lapkfyrgSA bldk vFkZ ;g gS fd iqjkuh fopkj/kkjk esa fuekZrk dk /;ku oLrq ds mRiknu ij gh dsfUnzr Fkk vkSj forj.k dk dk;Ze/;LFk djrs Fks ysfdu uohu fopkj/kkjkvksa esa fuekZrkvksa dk /;ku miHkksDrk ij dsfUnzr gSA ftlesa miHkksDrkvksa dhvko';drkvksa dk irk yxk;k tkrk gS vkSj mRiknu dks mlh ds vuq:i cuk;k tkrk gSA

miHkksDrk vuqlU/kku (Consumer research) uohu fopkj/kkjk miHkksDrk vuqlU/kku ij i;kZIr O;; djus ij tksj nsrhgSA tcfd iqjkuh fopkj/kkjk esa bldh vko';drk ugha FkhA

miHkksDrk dY;k.k (Consumer Welfare) uohu fopkj/kkjk dk nh?kZdkyhu mís'; miHkksDrk dY;k.k gS tcfd iqjkuhfopkj/kkjk esa bldk dksbZ LFkku ugha FkkA blfy, vkt jgu&lgu ds Lrj dks Å¡pk mBkus dk mÙkjnkf;Ro foi.ku dkgh ekuk tkrk gSA

lkekftd mÙkjnkf;Ro (Social Responsibility) uohu fopkj/kkjk esa lkekftd mÙkjnkf;Ro dks Hkh vc tksM+k tkus yxkgS tcfd iqjkuh fopkj/kkjk esa bldk dksbZ LFkku ugha FkkA bl lEcU/k eas lkekftd mÙkjnkf;Ro dk vFkZ gS fd foi.kudjrs le; lekt dks mfpr ewY; ij mfpr izdkj dh oLrq nh tkuh pkfg,A

uohu o iqjkuh fopkj/kkjk dks fuEu izdkj fp=k }kjk Li"V fd;k tk ldrk gS&

iqjkuh

fopkj/kkjkoLrq

foØ; ,oa

foØ; lao)Zu

foØ; }kjk

ykHk

uohu

fopkj/kkjk

xzkgd

vko';drk,¡

,oa vuqlU/kku

oLrqfoØ;

lao)Zu

xzkgd

lUrqf"V }kjk

ykHk

27foi.ku fopkj

ysfdu dqN fo}ku bu rdksaZ ls lger ugha gS vkSj mudk dguk gS fd vk/kqfud foi.ku fopkj/kkjk Hkkjr esa ykxw gksrhgSA vr% os ;g rdZ izLrqr djrs gS fd ¼1½ ;gk¡ vusd mRiknd o fuekZrk gSa tks oLrq cukus ls iwoZ miHkksDrkvksa dh bPNko vko';drkvksa dk irk yxkrs gSaA rFkk blds ckn miHkksDrkvksa dh vk'kk ds vuq:i mRiknu djrs gSaaA ¼2½ foØ; dhO;oLFkk djrs gSa rFkk foØ; ds ckn lsok Hkh nsrs gSaA blhfy, ;gk¡ vusd oLrqvksa dh xkj.Vh nh tkrh gSA ;fn ml xkj.Vhle; esa oLrq [kjkc gks tkrh gS rks mls cnyk tkrk gS ;k mldh eq¶r ejEer dh tkrh gSA ¼3½ miHkksDrk dk jgu&lguLrj mBkus ds fy, foKkiu o vU; foØ; loa)Zu ds dk;Z dj mldks oLrq [kjhnus ds fy, foo'k fd;k tkrk gSA lk[ko fdLr dh lqfo/kk nh tkrh gSA ¼4½ ;gk¡ dqN fuekZrk gSa ftudk ykHk izkfIr dk mís'; xkS.k o tu lsok dk mís';izkFkfed gSA

nksuksa i{kksa ds rdksaZ dks /;ku esa j[kdj ge bl fu"d"kZ ij vkrs gSa fd Hkkjr esa vk/kqfud foi.ku fopkj/kkjk vkaf'kd :ils ykxw gSA ;gk¡ dqN fuekZrk o mRiknd vo';d gSa tks vk/kqfud fopkj/kkjk ds vuq:i dk;Z djrs gSa ysfdu vf/kdka'kughaA ijUrq tSls&tSls f'k{kk dk izlkj] tula[;k dk 'kgjhdj.k] izfr O;fDr vk; esa of)] jgu&lgu ds Lrj esa lq/kkjvkfn gksrk pyk tk;sxk oSls&gh&oSls Hkkjr esa vk/kqfud fopkj/kkjk dh ekU;rk c<+rh pyh tk;sxhA

foi.ku o foØ; esa vUrj(Distinction Between Marketing & Selling)

vusd O;fDr foi.ku o foØ; esa dksbZ vUrj ugha djrs gSaA vr% os mudk iz;ksx i;kZ;okph 'kCnksa ds :i esa djrs gSaA ;gmfpr ugha gSA okLro esa nksuksa 'kCnksa esa fHkUurk gSA foi.ku 'kCn dk vFkZ foLrr gS ftlesa foØ; Hkh 'kkfey gSA foØ; dkdk;Z oLrqvksa dks vfUre miHkksDrk ;k fuekZ.k djus okyh laLFkk rd igq¡pkuk gS tcfd foi.ku fØ;k rks efLr"d esa oLrqds fuekZ.k dk fopkj vkrs gh çkjEHk gks tkrh gSA foi.ku esa foi.ku vuqlU/kku rFkk oLrq fu;kstu ls ysdj foØ; dsckn dh lsok,¡ Hkh 'kkfey dh tkrh gSA la{ksi esa foi.ku o foØ; esa fuEu vUrj ik;s tkrs gSa%&

1- foØ; dk {ks=k ladqfpr tcfd foi.ku dk {ks=k vis{kkÑr foLrr gksrk gSA

2- foØ; esa vf/kd foØ; ij vf/kd /;ku fn;k tkrk gS tcfd foi.ku esa xzkgd dh vko';drkvksa ds irk yxkuso mUgsa lUrq"V djus ij vf/kd tksj fn;k tkrk gSA

3- oLrq dks udn nzO; esa cnyuk gh foØ; dgk tkrk gS ysfdu foi.ku ds vUrxZr xzkgdksa dks oLrq rFkk ewY; lUrqf"Vnsuk Hkh vko';d gSA

4- foØ; esa oLrq ij /;ku dsfUnzr jgrk gS tcfd foi.ku esa xzkgd lUrqf"V ijA

foi.ku fopkj/kkjk lEcU/kh fofHkUu nf"Vdks.k(Various views Regarding Marketing Concept)

foi.ku dh dksbZ ,d loZekU; ifjHkk"kk ugha gSA foi.ku dk vFkZ fofHkUu fo}ku fofHkUu izdkj ls yxkrs gSaA ge bu fo}kuksads fopkjksa dks fuEu erksa esa foHkkftr dj ldrs gSa&

1- oLrqvksa vkSj lsokvksa ds forj.k lEcU/kh fopkj/kkjk]

2- mi;ksfxrkvksa ds ltu lEcU/kh fopkj/kkjk]

3- thou&Lrj iznku djus lEcU/kh fopkj/kkjk]

4- iz.kkyh nf"Vdks.k fopkj/kkjk]

5- miHkksDrk lUrqyu fopkj/kkjk]

6- vU; fopkj/kkjk,¡A

foi.ku ds fl)kUr28

oLrqvksa vkSj lsokvksa ds forj.k lEcU/kh fopkj/kkjk

(The Distribution of Goods and Services Concept)

foi.ku lEcU/kh fopkjksa dks Li"V djrs gq, dqN fo}kuksa us foi.ku esa dsoy mu fØ;kvksa dks gh lfEefyr djus dk fopkjO;Dr fd;k gSA tks oLrqvksa ,oa lsokvksa dks fuekZrk ls miHkksDrk rd igq¡pkus esa dh tkrh gSA bl izdkj ds fo}kuksa dh dqNifjHkk"kk,¡ fuEu izdkj gS%&

1- Vkmlys] DykdZ ,oa DykdZ ds vuqlkj] Þfoi.ku esa os lHkh iz;Ru 'kkfey gSa tks oLrqvksa vkSj lsokvksa ds LokfeRogLrkUrj.k dks izHkkfor djrs gSa vkSj HkkSfrd foi.ku dh O;oLFkk djrs gSaAÞ

2- dUolZ áw th ,oa fepy ds er esa] Þfoi.ku esa os fØ;k,¡ 'kkfey dh tkrh gSa tks oLrqvksa vkSj lsokvksa ds mRiknuds miHkksx rd ds cgko ls lEcfU/kr gSaAÞ

3- vejhdu ekdsZfVax ,lksfl,'ku dh ifjHkk"kk lfefr dh jk; esa] ÎÞfoi.ku dk vFkZ O;kikfjd fØ;kvksa dks iwjk djusls gSA ;g fØ;kvksa dks iwjk djus ls gSaaA ;g fØ;k,¡ oLrqvksa vkSj lsokvksa dks mRiknd ls miHkkssDrk ;k iz;ksxdrkZrd ds cgko dks funsZf'kr djrh gSA

foi.ku ds {ks=k esa mi;qZDr fopkjksa dks ,d yEcs dky rd ekU;rk feyrh jgh ysfdu vkt bu fopkjksa dh ekU;rk lekIrgks pqdh gS vkSj budks iqjkuh fopkj/kkjk dk izrhd ekuk tkrk gSA blh ckr dks bl izdkj Hkh dg ldrs gSa fd ;g fopkjladh.kZrk fy, gq, gSaA vr% bu fopkjksa dh fuEu vkykspuk dh tkrh gS&

1- bu fopkjksa ds vuqlkj foi.ku dk;Z oLrq ds fufeZr gks tkus ds ckn gh izkjEHk gksrk gS ysfdu okLrfodrk ;ggS fd oLrq dk fuekZ.k cgqr igys ls gh izkjEHk gks tkrk gS vkSj og Hkh miHkksDrk ,oa foi.ku vuqlU/kku dsvk/kkj ij bl çdkj miHkksDrk ,oa foi.ku vuqla/kku oLrq fu;kstu] oLrq fMtkbu] oLrq iSdsftax ,oa czk.Mfu/kkZj.k rFkk foKkiu ,oa foØ; lao)Zu dk dk;Z bu ifjHkk"kkvksa dh ifjf/k esa ugha vkrk gS tcfd vktdy ;glHkh dk;Z foi.ku ds vax ekus tkrs gSaA

2- bl fopkj/kkjk esa foØ; ds ckn nh tkus okyh lsokvksa ds fy, dksbZ LFkku ugha gS vFkkZr ;g lsok,¡ foi.ku ds{ks=k esa ugha vkrh gS tcfd vk/kqfud fopkj/kkjk esa ;g ,d egÙoiw.kZ midj.k gSA

3- bl fopkj/kkjk dh vkykspuk bl izdkj dh tkrh gS fd ;g fopkj/kkjk bl ckr ij dsfUnzr gS fd tks dqN HkhfuekZrk }kjk cuk;k tk;sxk og xzkgdksa }kjk Ø; dj fy;k tk;sxk vFkkZr~ ;g fopkj/kkjk oLrq&vfHkeq[kh gSAvktdy rks miHkksDrk&vfHkeq[kh fopkj/kkjk ik;h tkrh gS ftlesa mRiknu miHkksDrk dh :fp ,oa vko';drkvksads vuqlkj fd;k tkrk gSA

4- ;g fopkj ml le; ds fy, mfpr Fks tcfd m|ksx ,oa O;kikj rFkk lUns'k okgu ,oa ifjogu lk/kuksa dkvf/kd fodkl ugha gqvk Fkk rFkk miHkksDrk dk thou&Lrj ,oa mldh vk; de FkhA

5- bl fopkj/kkjk esa lkekftd mÙkjnkf;Ro dk dksbZ LFkku ugha gS tcfd vktdy lkekftd mÙkjnkf;Ro foi.kudk ,d vax cu pqdk gSA

mi;ksfxrk dh ltu lEcU/kh fopkj/kkjk (The Creation of Utilities Concept)

dqN fo}kuksa dk er gS fd foi.ku mi;ksfxrkvksa dk ltu djus okyh fØ;k gSA bl izdkj dk er O;Dr djus okys fo}kuksadh ifjHkk"kk,¡ bl izdkj gS&

1- dUolZ] áw th ,oa fepy ds vuqlkj] Þfoi.ku vFkZ'kkL=k dk og Hkkx gS ftlesa LFkku] le; ,oa vf/kdkj mi;ksfxrkdh mRifÙk dk v/;;u fd;k tkrk gSAÞ

2- fjpMZ clfddZ ds er esa] Þfoi.ku ,d ,slh lqxzfFkr iz.kkyh gS tks :i] LFkku] le; ,oa vf/kdkj mi;ksfxrkvksads ltu }kjk oLrqvksa esa ewY; mRiUu djrh gSAÞ 9

9 Marketing is an integrated system of action that creates value in goods through its creation of form, place, time and ownership

utilities."

— Richard Buskirk : Principles of Marketing, p. 5.

29foi.ku fopkj

vFkZ'kkfL=k;ksa ds erkuqlkj foi.ku ,d iz.kkyh gS tks fd oLrqvksa esa mi;ksfxrkvksa ds ltu }kjk ewY; mRiUu djrh gSA;g mi;ksfxrk,¡ dUolZ] áw th moa fepy ds vuqlkj ¼LFkku] le; ,oa vf/kdkj ds :i esa½ rhu izdkj dh gksrh gS tcfdfjpMZ clfddZ us :i mi;ksfxrk dks vkSj tksM+ fn;k gS vkSj bl izdkj buds vuqlkj mi;ksfxrk,¡ pkj izdkj dh gksrhgSaA okLro esa] foi.ku fØ;kvksa ls] pkjksa izdkj dh mi;ksfxrk,¡ izHkkfor gksrh gSA tc oLrq dk fu;kstu ,oa fodkl fd;ktkrk gS rks foi.ku dh ;g fØ;k :i mi;ksfxrk dk ltu djrh gS tcfd oLrqvksa dks fofHkUu ek/;eksa ls fofHkUu foØ;LFkkuksa ij cspus ds fy, miyC/k dj LFkku mi;ksfxrk lftr dh tkrh gSA blh izdkj foi.ku fØ;kvksa esa tc oLrq dksmldh ek¡x ls iwoZ gh e/;LFkksa }kjk vius LVkWd esa j[k fy;k tkrk gS rks ;g fØ;k oLrq esa le; mi;ksfxrk dk ltudjrh gSA foi.ku fØ;kvksa ds vUrxZr gh oLrq ds fy, foKkiu ,oa foØ; lao)Zu fd;k tkrk gSA tks oLrq esa LokfeRomi;ksfxrk dk ltu djrk gSA

okLro esa] blesa dkbZ nks er ugha gSa fd foi.ku fØ;k,¡ mi;ksfxrkvksa dk ltu dj oLrqvksa esa ewY; mRiUu djrh gSaAmnkgj.k ds fy,] taxy esa iM+h ydM+h dh dksbZ mi;ksfxrk ugha gS ysfdu tc dksbZ QuhZpj fuekZrk mlds taxy ls izkIrdjds rFkk dkV&Nk¡Vdj est o dqlhZ dk :i ns nsrk gS rks og ydM+h mi;ksxh gks tkrh gSA vkSj bl izdkj ml ydM+hesa ewY; mRiUu gks tkrk gSA blh izdkj tc oLrq,¡ fuekZrk ds ;gk xSj&ekSle ds dkj.k LVkWd esa j[kh jgrh gS rks muesale; mi;ksfxrk mRiUu gks tkrh gS ysfdu tc os miHkksDrk ds ikl igq¡p tkrh gS rks muesa LFkku mi;ksfxrk mRiUu gkstkrh gSA blh izdkj oLrq dks cspus ds fy, foKkiu muesa LokfeRo mi;ksfxrk mRiUu djrk gSA

bu ifjHkk"kkvksa dk nks"k ;g gS fd ;s foi.ku dh dsoy ,d fØ;k dks gh O;Dr] djrh gSaA vU; fØ;kvksa ij buesa /;kuugha fn;k x;k gSA lkFk gh miHkksDrk lUrqf"V ,oa lkekftd mÙkjnkf;Ro dks dksbZ LFkku bu ifjHkk"kkvksa esa ugha fn;k x;kgSA bUghsa dkj.kksa ls ;g ifjHkk"kk,¡ iqjkuh fopkj/kkjk dh ekuh tkrh gSA

thou&Lrj iznku djus lEcU/kh fopkj/kkjk (Delivery of Standard of Living Concept)

dqN fo}kuksa us foi.ku dk vFkZ thou&Lrj ls yxkdj ifjHkk"kk,¡ fuEu izdkj nh gSa&

1- ikWy etwj ds vuqlkj] Þfoi.ku lekt dks thou&Lrj iznku djrk gSAÞ

2- eSYde eSdu;j ds er esa] Þfoi.ku dk vk'k; thou&Lrj dk ltu djus ,oa mls miyC/k djus ls gSAÞ

bu ifjHkk"kkvksa ds vuqlkj] foi.ku dk dk;Z] lekt dks thou&Lrj iznku djuk gSA ;g ifjHkk"kk,¡ miHkksDrk&vfHkeq[khgSa rFkk bl ckr ij cy nsrh gSa fd bPNkvksa dh lUrqf"V vo'; dh tk;A vr% oLrq fu;kstu blds vUrxZr vk tkrk gSAokafNr thou&Lrj iznku djus ds fy, vko';d gS fd lekt }kjk ek¡xh tkus okyh oLrq ,oa oLrq&fo'ks"krkvksa dh mfprO;oLFkk dh tk;A

foi.ku dk vFkZ lekt ds fy, thou&Lrj dk ltu djuk gSA ltu ls vFkZ u;h&u;h oLrqvksa dk fuekZ.k dj mudsiz;ksx esa of) djuk gSA ftlls lekt dks ;k rks u;k thou&Lrj fey lds ;k iqjkus thou&Lrj esa lq/kkj ;k mUufr gkslds rFkk ,d ckj lekt dks tks thou&Lrj fey tk; mlesa voufr u gksdj mUufr gksuh pkfg,A blds fy,vkØe.k'khy (aggresive) foi.ku uhfr;k¡ dke esa yk;h tkuh pkfg,A lekt dks u;h&u;h oLrq,¡ Ø; djus ds fy, foo'kfd;k tkuk pkfg,A ftl ifjokj esa ftruh vf/kd vkjke ,oa foykflrk dh oLrq,¡ ik;h tkrh gSa mudk mruk ghvf/kd og ifjokj mPp jgu&lgu ds Lrj dk ekuk tkrk gSA

;gh ugha] lekt ds thou&Lrj dks Å¡pk mBkus ds fy, oLrqvkaas dh miyC/krk dks c<+k;k tkuk pkfg, ftlds fy, izR;sdxk¡o&xk¡o o 'kgj&'kgj esa oLrq miyC/k gksuh pkfg,A foi.ku ds fodkl ds vHkko esa lkekftd Lrj dks Å¡pk ugha mBk;ktk ldrk gSA okLro esa] foi.ku ds fodkl ds gh dkj.k vkt oLrq,¡ LFkku&LFkku ij izkIr gksus yxh gSa vkSjtu&lk/kkj.k vf/kd&ls&vf/kd oLrqvksa dk mi;ksx djus yxk gSA

foi.ku ds fl)kUr30

iz.kkyh nf"Vdks.k fopkj/kkjk

(System Approach Concept)

iz.kkyh nf"Vdks.k fopkj/kkjk dh ifjHkk"kk,¡ bl izdkj gSa& ¼ 1½ izks- LVk.Vu ds vuqlkj] Þfoi.ku dk vFkZ mu ikjLifjdO;kolkf;d fØ;kvksa dh lEiw.kZ iz.kkyh ls gS tks dbZ orZeku ,oa lEHkkfor xzkgdksa dks mudh vko';drk&lUrqf"V dhoLrqvksa vkSj lsokvksa ds ckjs esa ;kstuk cukus] ewY; fu/kkZfjr djus] lao)Zu djus vkSj forj.k djus ds fy, dh tkrh gSAÞ¼2½ df.MQ] fLVy ,oa xksoksuh dh jk; esa] Þfoi.ku ,d O;kolkf;d izfØ;k gSA ftlds }kjk oLrqvksa dks cktkjksa ds vuq:icuk;k tkrk gS vkSj LokfeRo gLrkUrfjr fd;s tkrs gSaAÞ10

bl fopkj/kkjk ds vUrxZr foi.ku ls vFkZ O;olk; dh lEiw.kZ iz.kkyh ls yxk;k tkrk gSA blesa lHkh O;kolkf;d fØ;k,¡lfEefyr dh tkrh gSa D;ksafd ;g fØ;k,¡ ikjLifjd :i ls ,d&nwljs ls lEcfU/kr gksrh gSa rFkk ,d&nwljs dks izHkkfordjrh gSaA dqN fo}kuksa us iz.kkyh ds LFkku ij izfØ;k 'kCn dk iz;ksx fd;k gS tSlk fd df.MQ ,oa fLVy us fd;k gSA

okLro esa] bl izdkj dh fopkj/kkjk vk/kqfud fopkj/kkjk ds vUrxZr vkrh gSa vkSj foi.ku v/;;u ds {ks=k esa bldk ,degRoiw.kZ LFkku gSA blesa lHkh O;kolkf;d fØ;kvksa dks lfEefyr fd;k tkrk gS pkgs os mRiknu ls iwoZ ;k mRiknu dsckn dh x;h gksaA

miHkksDrk lUrqf"V fopkj/kkjk (Consumer Satisfaction Concept)

vk/kqfud foi.ku fo}kuksa dh jk; gS fd miHkksDrk lUrqf"V foi.ku fØ;kvksa dh vk/kkj&f'kyk gSA vr% mUgksaus ifjHkk"kk,¡bl izdkj nh gSa& ¼1½ izks- eSdkFkhZ ds er esa] ÞmiHkksDrk ek¡xksa dh vko';drkvksa ds vuq:i mRiknu ;ksX;rkvksa dks lek;ksftrdjus dh vko';drk dk O;kikfj;ksa }kjk fn;k tkus okyk mÙkj foi.ku dgykrk gSAÞ ¼2½ fQfyi dksVyj ds vuqlkj]Þfoi.ku ekuoh; fØ;kvksa dk ,d lewg gS ftldks fofue;ksa dks lqfo/kktud ,oa iw.kZ cukus dh vksj funsZaf'kr fd;k tkrkgSAÞ11 ¼3½ izks- gsUlu dh jk; esa] Þfoi.ku miHkksDrkvksa dh vko';drkvks ,oa bPNkvksa dh [kkst djus ,oa ml [kkst dksoLrqvksa vkSj lsokvksa ds fo'ks"k fooj.kksa esa ifjf.kr djus dh izfØ;k gS ftlesa bu oLrqvksa vkSj lsokvksa dh ek¡x mRiUu dhtkrh gS vkSj fQj mu ek¡xksa esa of) dh tkrh gSA

mi;qZDr lHkh ifjHkk"kk,¡ vk/kqfud fopkj/kkjk dh izrhd gSaA buds vuqlkj ¼1½ mRiknu dks xzkgdksa dh vko';drkvksa dsvuq:i fd;k tkrk gSA bldk vFkZ ;g gS fd ftl izdkj dh oLrq xzkgd pkgrs gSa mlh izdkj dh oLrq cukdj mudksnh tkrh gS ftlls fd mu oLrqvksa dk fofue; lqfo/kkuqlkj gks lds( ¼2½ xzkgdksa dh vko';drkvksa ,oa bPNkvksa dk irkyxkus ds fy, vuqlU/kku ;k [kkst dh tkrh gSa( ¼3½ xzkgdksa ds vuqlU/kku ls izkIr lwpukvksa ,oa fooj.kksa ds vk/kkj ij oLrvksa,oa lsokvksa dk mRiknu djds muds fy, ek¡x mRiUu dh tkrh gS vkSj fQj muesa of) djus dk iz;Ru fd;k tkrk gSA

okLro esa] mUur ns'kksa esa igys ;g [kkst dh tkrh gS fd xzkgd fdl izdkj dh lsok ;k oLrq pkgrs gSa\ bldk dkj.k ;ggS fd ogk¡ izfr O;fDr vk; vf/kd gSA vr% izR;sd ukxfjd vk/kqfud ls vk/kqfud oLrqvksa dks Ø; djds viuh lUrqf"Vdjuk pkgrk gSA tc xzkgdksa dh vko';drkvksa ,oa bPNkvksa dk irk yx tkrk gS rks fQj mlh ds vuq:i mRiknu djdsoLrq dks cspus ds fy, izLrqr fd;k tkrk gS rFkk foi.ku o foØ; lao)Zu lk/kuksa ls mldh ek¡x c<+kus dk iz;Ru fd;ktkrk gSA

bl fopkj/kkjk esa ;g ckr fNih gqbZ gS fd fuekZrk }kjk ykHk miHkksDrk&lUrqf"V ds ckn gh izkIr fd;k tk ldrk gSA ;fnfdlh izdkj miHkksDrk :"V gS rks ykHk izkIr ugha fd;k tk ldrkA

10 "Marketing is the business process by which products are matched with markets and through which transfers of owenership are

effected."

—Cundiff, Still & Govoni: Basic Marketing, p. 5.

11 Marketing is the set of human activities directed at facilitating and consumating exchanges."

—Philip Kotler: Marketing Management, p. 12.

31foi.ku fopkj

vU; fopkj/kkjk,¡ (Other Concepts)

fofHkUu nf"Vdks.k dks ysdj fofHkUu fo}kuksa us foi.ku dh fHkUu&fHkUu fopkj/kkjk,¡ nh gSaaA dksbZ fo}ku rks foi.ku dksO;kolkf;d n'kZu dgrk gS rks dksbZ O;olk; ds izcU/k dk rjhdk crkrk gSA blh izdkj ,d fo}ku foi.ku dk dk;Z lEidZLFkkiuk crkrk gS rks nwljk foi.ku dh izfØ;k crkrk gSA ge uhps dqN ,slh gh izeq[k ifjHkk"kkvksa dks ns jgs gSa%&

1- ,Q- ts- ckspZ ds er esa] Þfoi.ku ,d vk/kkjHkwr O;kolkf;d n'kZu gSAÞ12

2- ls.V Fkksel ds vuqlkj] Þfoi.ku fdlh O;olk; ds izcU/k djus dk rjhdk gS ftlesa izR;sd egRoiw.kZ O;olkf;dfu.kZ; bl iw.kZ tkudkjh ds lkFk fy;k tkrk gS fd bl fu.kZ; dk xzkgd ij D;k izHkko iM+sxkAÞ13

3- bZ- ,Q- ,y- cszp dh jk; esa] Þfoi.ku fdlh oLrq ;k lsok dh miHkksDrk ek¡x dk fu/kkZj.k djds mlesa foØ; dksvfHkizsfjr djus ,oa ykHk ij vfUre miHkksDrk dks forfjr djus dh ,d izfØ;k gSAÞ14

4- ikWy Vh- psfjaxVu ds vuqlkj] Þfoi.ku dk dk;Z lEidZ LFkkfir djuk gSAÞ15

mi;qZDr fofHkUu fopkj/kkjk ds v/;;u ls ge bl fu"d"kZ ij vkrs gSa fd foi.ku dh dksbZ loZekU; ifjHkk"kk ugha gS rFkkladh.kZ ;k iqjkuh fopkj/kkjk dk vc dksbZ egRo ugha gSA vktdy rks vk/kqfud fopkj/kkjk gh egRoiw.kZ gSA gekjh nf"Vesa Þfoi.ku dk vFkZ miHkksDrk dh vko';drk ds vuq:i mRiknu djds mRiknu dks miHkksx ds fy, lefiZr djuk gSftlls fd tulk/kkj.k ds jgu&lgu ds Lrj esa of) gks lds rFkk miHkksDrk dks lUrqf"V nsrs gq, ykHk izkIr fd;s tk ldsaAÞ

foi.ku fopkj ds lEcU/k fHkUu&fHkUu fo}kuksa us fHkUu&fHkUu ifjHkk"kk,¡ nh gSaA buesa ls dqN egRoiw.kZ ifjHkk"kk,¡fuEufyf[kr gSa&

1- fofy;e ts- LVk.Vu dh jk; esa] Þfoi.ku ,d O;kolkf;d n'kZu gS] tks ;g crkrk gS fd xzkgdksa dh vko';drk&lUrqf"Vgh fdlh dEiuh ds vfLrRo ds fy, vkfFkZd ,oa lkekftd vkSfpR; gSA ifj.kkeLo:i mRiknu] bathfu;fjax ,oafoÙk rFkk foi.ku lEcU/kh dEiuh ds lHkh fØ;kdyki loZizFke bl ckr ds fy, lefiZr gksus pkfg, fd xzkgdksadh vko';drk,¡ D;k gSa vkSj rRi'pkr~ mfpr ykHk dekrs gq, mu vko';drkvksa dh lUrqf"V djuh pkfg,AÞ16

¼izks- LVk.Vu dh jk; esa (i) foi.ku ,d O;kolkf;d n'kZu gSA (ii) fdlh laLFkku ds vfLrRo dks vkfFkZd ,oalkekftd nf"V ls mfpr cukus ds fy, xzkgdksa dh vko';drk&lUrqf"V vko';d gSA (iii) ,d laLFkku dh lHkhfØ;k,¡ bl ckr dk irk yxkus ds fy, lefiZr gksuh pkfg, fd xzkgdksa dh vko';drk,¡ dkSu&dkSu lh ,oa fdlizdkj dh gS\ (iv) laLFkkvksa dks mfpr ykHk dekrs gq, bu vko';drkvksa dh lUrqf"V djuh pkfg,A½

2- ,- QsYVu ds vuqlkj] Þfoi.ku fopkj ,d n'kZu gS tks fd O;olk; ds lapkyu esa ykxw fd;k tkrk gS] ftlesa xzkgd,oa miHkksDrk dh vko';drk,¡ lokZf/kd egRoiw.kZ gksrh gSaA ;g vko';drk,¡ O;olk; ds izR;sd dk;Z rFkk leLr;kstuk ds fy, iFkd~ fu;kstu lapkfyr djsaxh ftudk y{; iwoZ&fu/kkZfjr ykHk mís';ksa dks izkIr djuk gSAÞ 17

12 "Marketing is the fundamental business philosophy." —F.J. Borch

13 Marketing is a way of managing a business so that each critical business decision is made with full knowledge of the impact of that

decision on the customer". — St. Thomas

14 "Marketing is the process fo determining consumer demand for a product or service, motivating its sale and distributing it into ultimate

consumption of profit." — E. F. L. Brech

15 "The function of marketing is the establishment of contact." — Paul T. Cherington

16 "The marketing concept is a philosophy of business which states that the customer's want satisfaction is the economic and social

justifucation of a company's existence. Consequently, all company activities in production, engineering and finance, as well as in

marketing, must be devoted to, first, determining what the customer's wants are and thus satisfying their wants while still making a

reasonable profit."

— Stanton: Fundamentals of Marketing p. 11.

17 The marketing concept is a philosophy applied to the operation of a business in which customer and consumer needs will be uppermost

in importance. These needs will govern the separate planning of each functin of the business, as well as the overall plan aimed at

achieving its predetermined profit objectives."

— A. Felton

foi.ku ds fl)kUr32

¼bl fopkj esa Hkh foi.ku fopkj dks ,d n'kZu crk;k x;k gS rFkk xzkgdksa dh vko';drkvksa dks lokZf/kd egRofn;k x;k gSA izks- QsYVu ds vuqlkj ;g vko';drk,¡ O;olk; dh leLr ;kstukvksa dks lapkfyr djrh gSa ftllsfd iwoZ&fu/kkZfjr ykHkksa dks izkIr fd;k tk ldrk gSA½

3- izks- vkFkZj ih- QsYVu ds er esa foi.ku fopkj ÞdEiuh efLr"d dh ,slh n'kk gS tks leLr foi.ku dk;ksZa ds,dhdj.k ,oa leUo; ij cy nsrh gSA nh?kZdky esa vf/kdre ykHk dekus dk y{; izkIr djus fd, ;g dk;ZdEiuh ds vU; lc dk;ksZa ls tqM+s gq, gSaAÞ18

¼bl fopkj esa bl ckr ij tksj fn;k x;k gS fd ,d dEiuh ds lHkh dk;ksZa esa ,dhdj.k ,oa leUo; gksuk pkfg,ftlls fd nh?kZdky esa vf/kdre ykHk dk y{; izkIr fd;k tk ldsA½

¼izks- fQfyi dksVyj ds vuqlkj] Þfoi.ku fopkj ,dhÑr foi.ku }kjk lefFkZr xzkgd vfHkeq[kh gksrk gS ftldky{; xzkgd lUrqf"V mRiUu djuk gksrk gS] ftlls fd laxBukRed y{;ksa dh lUrqf"V dh tk ldsAÞ19½

¼izks- LVk.Vu ,oa QsYVu dh Hkk¡fr ;g fopkj Hkh xzkgdksa dh vko';drkvksa dh lUrqf"V ij vf/kd cy nsrk gS ftllsfd y{;ksa dks izkIr fd;k tk ldsA½

mi;qZDr lHkh ifjHkk"kkvksa ds v/;;u djus ij ge bl fu"d"kZ ij vkrs gSa fd ¼1½ foi.ku fopkj/kkjk esa xzkgd o miHkksDrkiz/kku gSA ¼2½ mldh vko';drkvksa dh lUrqf"V ije vko';d gSA ¼3½ fcuk vko';drk&lUrqf"V ds vf/kdre ykHk ughadek;k tk ldrk gSA ¼4½ blds fy, foi.ku esa gh ugha cfYd O;olk; dh lHkh fØ;kvksa esa ,dhdj.k ,oa leUo; gksukvko';d gSA

foi.ku fopkj ,oa foi.ku esa vUrj

(Distinction between the Marketing Concept and Marketing)

fo}kuksa dk er gS fd foi.ku fopkj ,oa foi.ku esa vUrj gSA izks- LVk.Vu ds er esa] Þfoi.ku fopkj ,d n'kZu gS] ,deu%fLFkfr ;k ,d O;olk; ds fpUru dk rjhdk gS tcfd foi.ku ,d izfØ;k gS ;k O;olk; ds dk;Z djus dk,d rjhdk gSAÞ20

bl izdkj foi.ku ,d vksj ,d fopkj ;k n'kZu gS tcfd nwljh vksj mldk O;kogkfjd :i gSA ;gk¡ O;kogkfjd :ils vFkZ mlds okLrfod dk;Z ls gS vFkkZr~ oLrqvksa dk foi.ku fdl izdkj fd;k tkrk gSA

dqN fo}ku n'kZu ,oa fopkj esa vUrj djrs gSa vkSj os bu nksuksa dks i;kZ;okph ugha ekurs gSaA mudk dguk gS fd] Þn'kZu,d foLrr Nkrk gS tks leLr O;olkf;d thou dks lapkfyr ,ao fu;fU=kr djrk gS tcfd fopkj n'kZu :ih Nkrs }kjkfu/kkZfjr okrkoj.k esa dk;Z djus dk ,d ekU; rjhdk gSAÞ21

foi.ku dk egRo(Importance of Marketing)

iqjkuss le; esa ekuoh; vko';drk,¡ lhfer Fkha vkSj ekuo vkRe&fuHkZj FkkA og viuh vko';drk dh oLrqvksa dks Lo;acuk fy;k djrk FkkA ysfdu vkt mRiknu ogr~ iSekus ij fd;k tkrk gS tks fd O;fDrxr ;k ikfjokfjd miHkksx ds fy,

18 "Marketing concept is a corporate state of mind that insists on the integration and co-ordination of all marketing functions which, in

turn, are welded with all other corporate functions, for the basic objective of producing maximum long-range corporate profits."

— Arthur P. Felton: quoted from the book, Fundamental of Marketing, written by Santon, p. 12.

19 "The marketing concept is customer-oriented backed by integrated marketing aimed at generating customer satisfaction as the key to

satisfying organisational goals" — Philip Kotler: Marketing Management, P. 17.

20 "The marketing concept is a philosophy, an attitude, or a course of business thinking, while marketing is a process or a course of business

action." — Stanton : Fundamentals of Marketing p. 12.

21 R. Clifton Anderson & Philip R. Cateora: Marketing Insights, p. 12.

33foi.ku fopkj

u gksdj jk"Vªh; o vUrj&jk"Vªh; miHkksx ds fy, gksrk gSA blh dk ifj.kke gS fd fofHkUu izdkj ds e/;LFkksa] ifjogulk/kuksa] xksnke lqfo/kkvksa] foØ; dyk] foKkiu ,oa foØ; lao)Zu vkfn ij /;ku fn;k tkus yxk gSA

vktdy miHkksDrk fopkj dks vf/kdkf/kd ekU;rk feyrh tk jgh gS ftlds ifj.kke&Lo:i foi.ku dk egRo gh ughac<+ jgk cfYd mlesa ØkfUrdkjh ifjorZu Hkh gks jgs gSaA

vr% foi.ku dk v/;;u foi.ku ds fy, gh egRoiw.kZ ugha gS cfYd (i) lekt] (ii) fuekZrk] (iii) miHkksDrk] (iv) vFkZO;oLFkkds fy, Hkh egRoiw.kZ gSA

lekt ds fy, foi.ku dk egRo (Importance of Marketing to Society)

1- jkstxkj dh lqfo/kk (Facility of employment): foi.ku ds }kjk jkstxkj lqfo/kk,¡ iznku dh tkrh gSa rFkktSls&tSls foi.ku fØ;kvksa esa of) gksrh tkrh gS jkstxkj ikus okys O;fDr;ksa dh la[;k esa Hkh of) gksrh tkrhgSA Hkkjr esa 1951 esa forj.k fØ;kvksa (distribution) esa 78 yk[k O;fDr yxs gq, Fks ftudh la[;k 1991 esa c<+djyxHkx 2-13 djksM+ gks x;h gSA ,slk vuqeku gS fd ;fn oLrq ds fuekZ.k esa 5 O;fDr yxs gSa rks 4 O;fDr mldsfoi.ku esa yxs gq, gSaA

2- jgu&lgu dk Lrj iznku djuk (Delivery of standard of living): foi.ku tulk/kkj.k dks u;h&u;h oLrq,¡miyC/k dj mlds jgu&lgu ds Lrj esa of) djrk gSA blds fy, tulk/kkj.k dks u;h&u;h oLrqvksa dhtkudkjh nsus ds fy, foKkiu ,oa foØ; lao)Zu dk lgkjk fy;k tkrk gS rFkk mudks crk;k tkrk gS fd oLrqmuds fy, fdl izdkj vko';d ,oa ykHknk;d gSA tc vf/kdkf/kd O;fDr;ksa }kjk mldks Ø; fd;k tkrk gSrks muds jgu lgu esa of) gksrh gSA

3- vFkZO;oLFkk dks eUnh dky ls cpkuk (Save the economy from depression): foi.ku vFkZO;oLFkk dkseUnh ls cpkrk gSA ;fn oLrqvksa dk foi.ku u gks ;k de ek=kk esa gks ;k xzkgdksa }kjk muds Ø; u fd;k tk;rks ns'k esa eUnh dky vk tk;sxk ftlds ifj.kke nzqrxkeh gksaxsA dkj[kkuksa esa LVkWd ,df=kr gks tk;sxk] ewY; fxjtk;saxs] csjkstxkjh QSy tk;sxh ,oa ljdkjh vk; de gks tk;sxhA bl izdkj vk/kqfud foi.ku xzkgdksa dhvko';drkvksa ds vuqlkj oLrq dk mRiknu dj ,d ns'k dh vFkZO;oLFkk dks bu ifj.kkeksa ls cpkrk gSA

4- jk"Vªh; vk; esa of) (Increase in national income): tc fofHkUu izdkj ds xzkgdksa dh vko';drkvksa dsvuqlkj oLrqvksa dk fuekZ.k fd;k tkrk gS rks ns'k dh dqy oLrqvksa vkSj lsokvksa esa of) gksrh gS ftldsifj.kkeLo:i jk"Vªh; vk; esa esa of) gksrh gSA ;fn de izdkj dh oLrqvksa vkSj lsokvksa dks mRikfnr ;k tkrkgS rks jk"Vªh; vk; de gh jgrh gSA

5- forj.k ykxrksa esa deh (Reduction in distribution costs): ,d vPNh forj.k O;oLFkk oLrq dh forj.kykxrksa esa deh djrh gS ftlds ifj.kkeLo:i oLrq ds ewY;ksa esa deh dj nh tkrh gS ftlls lekt ykHkkfUorgksrk gSA

;fn fuekZrk }kjk bl ykHk dks lekt rd ugha igq¡pk;k tkrk gS rks Hkh ijks{k :i ls lekt ykHkkfUor gksrk gSA mnkgj.kds fy,] ;fn fuekZrk bl ykHk dks deZpkfj;ksa ij ;k miHkksDrk vuqlU/kku ij ;k oLrq vuqlU/kku ij ;k oLrq fodklvuqlU/kku ij O;; djrk gS rks Hkh lekt ykHkkfUor gksrk gS vkSj mldks buds ykHk fey tkrs gSaA

fuekZrk ds fy, foi.ku dk egRo (Importance of Marketing to the Manufacturer)

1- fu;kstu ,oa fu.kZ;ksa esa lgk;d (Helpful in planning and decisions): ,d fuekZrk ds fy, foi.ku dkv/;;u O;olk; lEcU/kh fu.kZ; lEcU/kh fu;kstu ,oa fu.kZ; ysus esa lgk;d gksrk gS vktdy mRiknu lEcU/khfu.kZ; ;g lkspdj ugha fy;k tkrk gS fd ge fdruk mRiknu dj ldrs gSa cfYd ;g lkspdj fy;k tkrk gSfd miHkksDrk fdl izdkj dh oLrq pkgrk gS\ fdl ek=kk esa pkgrk gS\ fdl ewY; ij pkgrk gSA bUgha lc ckrksads vk/kkj ij gh fuekZrk }kjk fu.kZ; fy;k tkrk gS fd og fdl oLrq dk ,oa fdl ek=kk esa mRiknu djsA blhckr dks bl izdkj Hkh dg ldrs gSa fd miHkksDrkvksa dh :fp;ksa ,oa vko';drkvksa ds vuqlkj gh O;olk; esa fu.kZ;fy;s tkrs gSaA

foi.ku ds fl)kUr34

2- vk; lt u esa lgk;d (Helpful in income creation): foi.ku dk v/;;u vk; ltu esa lgk;d gksrk gSA,d O;olk; esa vk; dekus dk mÙkjnkf;Ro foi.ku foHkkx dk gh gksrk gSA bl foHkkx ij gh O;olk; ds vU;lHkh foHkkx fuHkZj jgrs gSaA ;fn foi.ku foHkkx }kjk dksbZ xyr fu.kZ; ys fy;k tkrk gS rks ,slk fu.kZ; iwjs O;olk;dks izHkkfor djrk gSA

3- forj.k esa lgk;d (Helpful in distribution): foi.ku dk v/;;u ,d fuekZrk dks ;g crkrk gS fd oLrqde&ls&de ykxr ij rFkk vf/kd&ls&vf/kd lqfo/kktud dsUnzksa ls miHkksDrkvksa dks fdl izdkj iznku djuhpkfg,A vkt ds bl izfr;ksxh ;qx esa ogh fuekZrk lQy gks ldrk gS ftldh foi.ku ykxr de&ls&degksrh gSA

4- lwpukvksa ds vknku&iznku esa lgk;d (Helpful in exchanging information): foi.ku ds }kjk gh fofHkUuizdkj dh cnyrh gqbZ ifjfLFkfr;ksa dh lwpuk,¡ foi.ku izcU/kd ds ikl igq¡prh gSA ;fn ;g lwpuk,¡ u nh tk;sarks dksbZ Hkh O;olk; dq'kyrkiwoZd ugha py ldrk gSA vktdy fuekZrk ,oa miHkksDrk nksukssa ,d&nwljs ls gtkjksafdyksehVj nwj gSa vr% bu nksuksa dks feykus dk dk;Z foi.ku }kjk gh fd;k tkrk gSA

miHkksDrkvksa ds fy, foi.ku dk egRo (Importance of Marketing to Consumers)

miHkksDrkvksa ds fy, Hkh foi.ku dk dkQh egRo gSA miHkksDrk dks ml vkfFkZd iz.kkyh dk Kku gksuk pkfg, ftldk fdog ,d vax gSA ftl izdkj pqukoksa ds nkSjku ,d ernkrk vius fo)rkiw.kZ fu.kZ; ds fy, cgqr&lh ckrksa dh tkudkjhdjrk gSA mlh izdkj miHkksDrk dks Hkh oLrq dh [kjhn ds le; foi.ku ds ckjs esa tkudkjh gksuh pkfg,A foi.ku ds Kkuds dkj.k gh ge ns[krs gSa fd Hkkjr dsa miHkksDrk lgdkjh laLFkkuksa esa cjkcj of) gks jgh gSA

foi.ku dk egRo bl nf"V ls Hkh vf/kd gS fd miHkksDrk ds }kjk tks ewY; fn;k tkrk gS mldk yxHkx 60 izfr'kr ghoLrq dh ykxr gSa ckdh 40 izfr'kr oLrq eas foi.ku dk O;; gSA ;gh dkj.k gS fd vkt ge Hkkjr esa Üka[kykc) nqdkuskaesa c<+ksÙkjh ikrs gSaA vc mRiknd viuk lh/kk lEcU/k miHkksDrkvksa ls pkgrs gSaA ftlls fd foi.ku O;; esa deh djds oLrqdh ykxr de dh tk lds rFkk miHkksDrkvksa dks oLrq de ewY; ij miyC/k dj ldsaA

vFkZO;oLFkk esa foi.ku dk egRo (Importance of Marketing in the Economy)

izR;sd ns'k dh vFkZO;oLFkk esa foi.ku dk viuk egRo gksrk gSA ;fn dksbZ ns'k viuh turk dks mfpr ewY; ij mfprDokfyfV dh oLrq miyC/k djkuk pkgrk gS rks og fofHkUu dkuwuksa dk lgkjk ysdj ,slh O;oLFkk djrk gS ysfdu ,slk mlhle; fd;k tkrk gS tcfd O;olk;h ljdkj ds lkFk lg;ksx djus dh Hkkouk ugha j[krk gSA

os ns'k tks fodkl dh vksj c<+ jgs gSa] tgk¡ vkS|ksxhdj.k gks jgk gS] tgk¡ uxjhdj.k (urbanisation) dk dke py jgkgS ogk¡ foi.ku dh u;h&u;h leL;k,¡ lkeus vkrh gSa vkSj lkFk&lkFk foi.ku dk egRo Hkh c<+rk pyk tkrk gSA

foi.ku ds egRo dks ns[krs gq, Hkkjr ljdkj us lu~ 1935 es Ñf"k foi.ku lykgdkj fu;qDr fd;k FkkA orZeku esa Hkkjrljdkj ds Ñf"k eU=kky; esa ,d foi.ku ,oa fujh{k.k funs'kky; gS ftldk izeq[k vf/kdkjh Ñf"k foi.ku lykgdkj gSajkT;ksa esa Hkh blh izdkj ds foi.ku foHkkx ik;s tkrs gSaA bl foHkkx ds vf/kdkjh le;≤ ij cktkjksa dk losZ{k.k djrsgSa] vk¡dM+s ,df=kr djrs gSaa o cktkj dh cqjkbZ;ksa dks fdl izdkj nwj fd;k tk ldrk gS bl lEcu/k esa ljdkj dks lq>kkonsrs gSaA ljdkj bu lq>koksa ds vk/kkj ij fHkUu&fHkUu izdkj ds dkuwu cukdj foi.ku esa lg;ksx djrh gSA

izcU/k ds n'kZu ds :i esa foi.ku(Marketing as a Philosophy of Management)

vFkok

vk/kqfud foi.ku fopkj/kkjk ds vk/kkj LrEHk(Pillars of the Modern Marketing Concept)

foi.ku dh uohu fopkj/kkjk22 dks izcU/k ds n'kZu ds :i esa foi.ku Hkh dgrs gSaA dqN fo}ku blh dks foi.ku izcU/k

22 "The marketing concept is a customer orientation backed by integrated marketing aimed at generating customer satisfaction as the key

to satisfying organizational goals." — Philip Kotler: Marketing Management, p, 81.

35foi.ku fopkj

fopkj/kkjk dgrs gSaA fopkj/kkjk ds pkj LrEHk ekus tkrs gSa%&

¼1½ miHkksDrk&vfHkeq[kh] ¼2½ foi.ku ,dhdj.k] ¼3½] miHkksDrk lUrqf"V] ¼4½ miHkkssDrk dY;k.k

miHkksDrk&vfHkeq[kh (Consumer-orientation)

uohu ;k vk/kqfud foi.ku fopkj/kkjk ;k foi.ku izcU/k fopkj/kkjk dk eq[; vk/kkj miHkksDrk gS ftlds pkjksa vksj leLrO;kolkf;d fØ;k,¡ pDdj dkVrh gSaA blesa miHkksDrk dks Boss ekuk tkrk gS] fuekZrk dks ughaA blfy, O;olk; dslaxBu esa miHkksDrk lcls Åij gksrk gS ftlds ifj.kkeLo:i miHkksDrkvksa dh vko';drkvksa ij cgqr vf/kd gh /;kuj[kk tkrk gS vkSj miHkksDrk dh nf"V ls fuekZrk dh vksj ns[kk tkrk gSA bldk Li"V vFkZ ;g gS fd miHkksDrk ftu oLrqvksavkSj ftl vkdkj&izdkj] jax] fMtkbu] vkfn dh oLrq,¡ pkgrk gS mlh dk fuekZ.k fuekZrk }kjk fd;k tkrk gS vkSj ;fnmiHkksDrk dh bPNk] LoHkko] vk;q vkfn cny tkrh gS rks mRiknu&Øe dks Hkh mlh vuqlkj cny fn;k tkrk gS ftllsfd og miHkksDrk dh vko';drkvksa dh iwfrZ dj ldsA

bl dk;Z ds fy, fuekZrk dks miHkksDrk dh mu vko';drkvksa dh ifjHkk"kk fuf'pr djuh iM+rh gS ftudh og iwfrZ djukpkgrk gSA ;g vko';d ugha gS fd bl dk;Z ds fy, miHkksDrk dh ,d gh vko';drk dks fy;k tk;A miHkksDrk dhdbZ vko';drk,¡ Hkh fuekZrk ds }kjk yh tk ldrh gSaA bu vko';drkvksa dk irk yxkus ds fy, fuekZrk }kjk miHkksDrkvuqlU/kku ij Hkkjh O;; fd;k tkrk gSA ;g miHkksDrk vuqlU/kku cjkcj pyk;s j[kuk iM+rk gS ftlls fd miHkksDrk dhcnyrh gqbZ vko';drkvksa ds vuq:i mRiknu dks lek;ksftr fd;k tk ldsA

,d lkFk lHkh cktkjksa esa igq¡puk vkSj yxkrkj lsok djrs jguk fdlh Hkh fuekZrk ds cl esa ugha gSa vr% dqN cktkjksa dkspqudj gh muesa viuh fØ;kvksa dk foLrkj fd;k tkrk gSA

miHkksDrk dbZ izdkj ds gksrs gSa blfy, uohu foi.ku fopkj/kkjk esa foHksnkRed oLrqvksa ds fl)kUr ij pyk tkrk gSA bldkvFkZ ;g gS fd fofHkUu miHkksDrkvksa dh nf"V ls ,d gh izdkj dh oLrqvksa es dqN ifjorZu dj fn;s tkrs gSa tks muds vkdkj]jax] fMtkbu vkfn ls lEcfU/kr gksrs gSaa ftlls fd mudh vko';drkvksa dh iwfrZ gks ldsA Hkkjr esa fgUnqLrku yhoj fyfeVsMuked laLFkk lkcqu o vius vU; mRiknuksa ds lEcU/k esa ;gh uhfr viukrh gSA bl dEiuh ds ugkus ds lkcqu dbZ ukeksals csps tkrs gSaA tSls] ykbQckW;] jsDlksuk] fyfjy] ih;lZ] yDl vkfnA

miHkksDrk&vfHkeq[kh fopkj/kkjk ds fØ;kUo;u ds lEcU/k esa izks- fQfyi dksVyj us viuh iqLrd "Marketing Management"

esa ;g crk;k gS fd ,d fuekZrk dks fuEu pkj dne mBkus pkfg,&

1- vko';drk dh ifjHkk"kk (Need Definition): lcls igys fuekZrk dks ;g ifjHkkf"kr djuk gksxk fd og fduvk/kkjHkwr vko';drkvksa dh iwfrZ djuk pkgrk gS( tSls] lkcqu fuekZrk lQkbZ dh vko';drkvksa dh iwfrZ djrsgSa] xSl fuekZrk 'kfDr dh vko';drk iwfrZ djrs gSa] diM+s ds fuekZrk ekuo ds vaxksa ds <duh dh vko';drk iwfrZdjrs gSa vkfnA

2- y{;&lewgksa dh ifjHkk"kk (Target-groups definition): dksbZ Hkh fuekZrk ,d lkFk lHkh izdkj dh vko';drkvksadh iwfrZ ugha dj ldrk gS vkSj u lHkh LFkkuksa ij ,d lkFk dh lsok tk ldrh gSA vr% ,d fuekZrk dks viusy{;&lewgksa dks ifjHkkf"kr djuk gksxk ftu ij og igq¡puk pkgrk gSA blds fy, cktkj dks [k.Mksa esa foHkkftrdjuk gksxkA mnkgj.k ds fy,] dkxt fuekZrk dks ;g r; djuk gksxk fd og v[kckjksa dh vko';drk dks iwjkdjsxk ;k fo|kfFkZ;ksa dh vko';drk dksA

3- foHksnkRed oLrq,¡ (Differentiated Products): oLrqvksa ds xzkgd ,d ls ugha gksrs gSa vr% ,d fuekZrk dksfofHkUu lewgksa ij igq¡pus ds fy, foHksnkRed oLrq uhfr dks viukuk iM+rk gSA ftuds vuqlkj ;|fi oLrq ,dgh gksrh gS ysfdu mlesa jax] :i] fMtkbu] ewY; vkfn ds vk/kkj ij fHkUurk mRiUu dj nh tkrh gS ftlls fdfofHkUu izdkj ds xzkgdksa dh vko';drkvksa dh iwfrZ dh tk ldsA

foi.ku ds fl)kUr36

4- miHkksDrk vuqlU/kku (Consumer Research): bl fopkj/kkjk esa miHkksDrk vuqlU/kku ij Hkkjh O;; fd;ktkrk gS ftlls fd miHkksDrk dh vko';drk dk irk yxk;k tk ldsA okLro esa] ;g vuqlU/kku cjkcj pyrkjgk gSA bldk eq[; dkj.k ;g gS fd miHkksDrk dh cnyrh gqbZ vko';drkvksa ,oa :fp;ksa dk irk ,d fuZekrkdks vo'; gh jguk pkfg, ftlls dh mRiknu dks mlh izdkj ifjofrZr fd;k tk ldsA

foi.ku ,dhdj.k

(Integration of Marketing)

vk/kqfud fopkj/kkjk dk ;g nwljk LrEHk gSA iqjkuh fopkj/kkjk esa ,d fuekZrk ds fofHkUu foHkkxksa tSls] mRiknu] foÙk]deZpkjh] oLrq fu;kstu o foØ; vkfn vyx&vyx le>s tkrs Fks vkSj muds vyx&vyx izcU/kd gksrs Fks tks vius&vius{ks=k esa dk;Z djus dks LorU=k FksA foØ; izcU/kd dk dk;Z oLrqvksa dk foØ; djuk FkkA ysfdu vk/kqfud fopkj/kkjk esabu lHkh foHkkxksa es leUo; gh ugha gksuk pkfg, cfYd ;g lc ,d dq'ky vf/kdkjh ds vUrxZr dk;Zjr gksus pkfg,A blvf/kdkjh dks foi.ku izcU/kd ;k foi.ku lapkyd ;k vU; blh izdkj ds uke ls iqdkj ldrs gSaA

foi.ku ds ,dhdj.k esa ,d nwljh ckr vkSj vkrh gS fd oLrq] HkkSfrd forj.k] ewY; o lao)Zu esa Hkh leUo; gksuk pkfg,Ablfy, dqN laLFkk,¡ vius ;gk¡ oLrq izcU/kd ds u;s inksa dk ltu djrh gSa ftudk dk;Z oLrq ls lEcfU/kr lHkh dk;ksZadk fu;kstu ,oa ,dhdj.k djuk gksrk gSA

miHkksDrk lUrqf"V

(Consumer Satisfaction)

vk/kqfud fopkjk/kkjk dh rhljk LrEHk miHkksDrk lUrqf"V gSA miHkksDrk O;kolkf;d fØ;kvksa esa lcls Åij jgrk gS vkSjmudks lUrq"V cuk;s j[kus ls O;olk; dh nh?kZdkyhu [;kfr curh gS tks miHkksDrk dks iqu% Ø; djus ds fy, foo'k djrhgSA blds fy, O;olk;h dks dqN fl)kUrksa dsk ekuuk iM+rk gS( tSls] ÞmiHkksDrk lnk gh lgh gSAß vktdy ds izfr;ksxhmiHkksDrk cktkj esa tc rd miHkksDrk dh lUrqf"V ugha gksxh rc rd mfpr ykHk dekuk dfBu gksxkA bldk dkj.k ;ggS fd miHkksDrk dks lkoZHkkSe ekuk tkrk gSA vr% foi.ku dh vk/kqfud fopkj/kkjk esa miHkksDrk lUrqf"V djds gh ykHk dek;ktkuk pkfg,A

vejhdk dh ek'kZy QhYM ,.M dEiuh uked laLFkk ¼tks fd vejhdk esa foHkkxh; Hk.Mkj ds fy, izfl) gSa½ us viusdeZpkfj;ksa dh fu;e&iqfLrdk esa fuEufyf[kr ckrksa dk mYys[k fd;k gS tks miHkksDrk lUrqf"V dh vksj /;ku fnykrh gS&

1- Þge foØ; djus dh vis{kk xzkgd dks [kq'k j[kus esa vf/kd :fp j[krs gSaAÞ1

2- ÞizR;sd O;kikfjd oLrq ;k lsok dks xzkgdksa dks lUrq"V djus ds fy, fouezrk ds lkFk okil ys fy;k tk;sxk] mldksacny fn;k tk;sxk rFkk mldk lek;kstu dj fn;k tk;sxkAÞ

3- Þge izR;sd xzkgd dks iw.kZ lUrks"kizn lsok nsus ds fy, lps"V gSAÞ

miHkksDrk dY;k.k

(Consumer Welfare)

vk/kqfud fopkj/kkjk dk ;g lcls uohure LrEHk gSA blds vuqlkj miHkksDrk dh lUrqf"V vkSj dEiuh ds foi.ku dk;ksZaesa leUo; gh vko';d ugha gS cfYd ;g Hkh vko';d gS fd nh?kZdky esa miHkksDrk ds dY;k.k dk Hkh /;ku j[kk tk;ftlls fd lkekftd dY;k.k gks ldsA vkt ds ;qx esa foi.ku dks lekt dY;k.k ls vyx ugha fd;k tk ldrk gSA izR;sdfuekZrk dk ;g drZO; gS fd lekt dY;k.k dks /;ku esa j[ksA ;fn ,slk ugha fd;k x;k rks ljdkjh gLr{ksi vo';EHkkohgks tk;sxk ftldk ml ij cqjk izHkko iM+sxkA vr% lkekftd nf"Vdks.k dks /;ku esa j[kdj gh foi.ku fØ;k,¡ dh tkuhpkfg,A

23 Philip Kotler : Management, p. 12

37foi.ku feJ.k

v/;k;&3

foi.ku feJ.k(Marketing Mix)

foi.ku&feJ.k dh fopkj/kkjk(Concept of Marketing Mix)

izR;sd fuekZrk dk mís'; ykHk izkIr djuk gksrk gSA ;g ykHk mls miHkksDrkvksa ls izkIr gksxk vkSj miHkksDrk ls ;g ykHkrc izkIr gksxk tc mRiknd miHkksDrkvksa dh ilan ds vuqlkj oLrq dk mRiknu djds mudks vf/kdre larqf"V miyC/kdjkrk gSA miHkksDrk cktkj dk jktk gS (Consumer is the king of Market) vr% fuekZrk mUgha oLrqvksa dk fuekZ.k djrkgS tks miHkksDrk [kjhnrk gSA miHkksDrk }kjk dh tkuh okyh ilan] mlds }kjk O;; djus dk <ax] fdlh oLrq dks mRiknu,oa Lo:i dks fu/kkZfjr djrk gSA bl izdkj fdl oLrq dk mRiknu ,d mRiknd }kjk fd;k tk, bldk fu/kkZj.k miHkksDrk}kjk fd;k tkrk gSA miHkksDrk oLrq dh [kjhnus dk fu.kZ; fofHké vk/kkjksa ij djrk gS tSls oLrq dh dher] oLrq dh fdLe]oLrq ds lEca/k esa foØ; Lo)Zu] czkafMax rFkk iSdsftax vkfnA fuekZrk dh vR;f/kd ykHk dekus ds fy, cktkj ij izHkkoiw.kZ<ax ls fu;U=k.k djuk gksxkA ;g rHkh lEHko gS tc fuekZrk dks ,sls leLr foi.ku fu.kZ; dh tkudkjh gks ftlls foØ;esa of) gks ldrh gSA foi.ku feJ.k ds ek/;e ls O;olk;h ;g lc dqN tku ldrk gSA

cktkj dh lQyrkiwoZd foØ; djus ds fy, ,d dEiuh foi.ku feJ.k ds fuekZ.k dh uhfr viukrh gSA og mÙkelEHkkfor ifj.kke ds fy, fofHké foi.ku ds rRoksa ds mi;ksx dk la;ksx (combination) gS] foØsrk ds fy, foi.ku dkmís'; fofHké foØ; ds mRiknu ds rRoksa dks bl izdkj la;ksx djus ls ftlesa og ml ykxr ij ml ek=kk rd vko';dfoØ; dj lds ftlls og mldk okaNuh; ykHk izkIr dj ldsA ;s foØ; mRiUu djus okys rRo foi.ku feJ.k dks bafxrdjrs gSa vkSj blds vUrxZr fuEu rRo gSa&

1. foi.ku vuqla/kku (Marketing Research)

2. mRikn] czkaM] losLVu vkfn (Product, Brand, Label, etc.)

3. dher (Price)

4. forj.k ds ek/;e (Price)

5. foØ; lao)Zu (Sales Promotion)

6. vfoi.ku (Demarketing)

7. foØ; ds ckn dh lsok, (After Sales Services)

foØsrk ds fy, ;g leL;k gS fd foi.ku ekspkZcUnh ds fy, bu fofHké rRoksa dk fdl izdkj ,dhdj.k djsaA izR;sd laLFkkmi;qZDr ?kVdksa dk lfEeJ.k bl izdkj djrh gS fd fdlh ,d fuf'pr le; o fLFkfr esa ml O;oLFkk ls lcls vf/kdykHk dek;k tk ldsA foi.ku feJ.k ds lEcU/k esa dqN fo}kuksa us fuEu ifjHkk"kk nh gS%&

1. Mk0 vkj0 ,l Mkcj ds vuqlkj] ^^fuekZrk ds }kjk cktkj esa lQyrk izkIr djus ds fy, iz;ksx dh tkus okyhuhfr;k¡ foi.ku feJ.k dk fuekZ.k djrh gS**

2. dhyh ,oa ystj ds vuqlkj ^foi.ku feJ.k ml cM+h cSVjh dh ;wfDr ls cuk gS ftldk xzkgdksa dks fdlh fo'ks"koLrq dks Ø; djus ds fy, izsfjr djus ds mís'; ls dke esa yk;k tk ldrk gSA**

foi.ku ds fl)kUr38

3. fQfyi dksVyj ds vuqlkj] Þ,d QeZ dk mís'; viuh foi.ku pyksa ds fy, lokZsÙke foU;kl dks [kkstuk gS ;gfoU;kl foi.ku feJ.k dgykrk gSA

mijksDr vFkZ rFkk ifjHkk"kkvksa ds vk/kkj ij ;g dgk tk ldrk gS fd foØ; esa lQyrk izkIr djus ds mís'; lsmRiknd@foØsrk fofHké uhfr;ksa dk foJ.k (Mix) djrk gSA ;g foi.ku feJ.k (Marketing Mix) dgykrk gSA

foi.ku feJ.k ds rRo

(Elements of Marketing Mix)

foi.ku feJ.k ftu rRoksa dk feJ.k gS mudh ,d yEch lwph fodflr gks pqdh gSA izks0 Ýs (Prof. Frey) us bu rRoksa dksnks Jsf.k;ksa esa foHkDr fd;k gS% (1) igyh Js.kh esa mu rRoksa dks lfEefyr fd;k gS tks cktkj esa izLrqr dh tkus okyh oLrqvksals lEcU/k j[krs gSaA buesa mRikn] iSdst] czkaM] dher ,oa lsok lEefyr gSA (2) blesa mu pyksa dks lEefyr fd;k gS tksfof/k;ksa rFkk midj.kksa ls lEcU/k j[krs gSaA buesa forj.k] okfgdk,¡] O;fDrxr foØ;] foKkiu] foØ; lao)Zu lfEefyrgSaA

ystj ,oa dsyh us foi.ku lfeJ.k ds rRoksa dks rhu Jsf.k;ksa esa foHkDr fd;k gS& (1) mRikn ,oa lsok lfeJ.k] (2) forj.klfeJ.kh ,oa (3) lapkj lfeJA ysfdu eSdkFkhZ us pkj ih* (Four 'P') dk oxhZdj.k nsrs gq, foi.ku feJ.k ds rRoksa esa fuEudks lEefyr fd;k gS

1. mRikn (Product)

2. LFkku (Place)

3. lao)Zu (Promotion)

4. dher (Price)

esdkFkhZ dk fopkj gS fd Øsrk mRikn] LFkku] lao)Zu ,oa dher ls lEca/k pyksa ls izHkkfor gksrs gSaaA fyilu ,oa MkfyZaxus foi.ku feJ.k dks fuEu pkj rRoksa dk feJ.k ekuk gSA

1. mRikn (Product)

1. foØ; 'krZsa (Sales Conditions)

3. forj.k (Distribution)

4. lapkj (Communication)

bl izdkj foi.ku feJ.k ds cgqr ls rRo gSaA lkekU; :i ls foi.ku rRoksa esa fuEufyf[kr rRoksa dks 'kkfey fd;k tkrkgS&

1. mRikn (Product) – mRikn fu;kstu] mRikn dh fdLe] jax&:i] czk.M] iSdsftax] vk'oklu] lsok dk Lrj rFkkizekihdj.k dks mRikn ds vUrxZr 'kkfey fd;k tkrk gSA

(i) mRikn fu;kstu (Product Planning) – oLrq fu;kstu oLrq izcU/k dk og Hkkx gS tks oLrq fodkl dhlaHkkoukvksa dk fu/kkZj.k djrk gS vkSj fdu&fdu oLrqvksa dk foi.ku ,oa mudk ifjR;kx djuk gS fuf'prdjrk gS vFkkZr mRiknu iafDr (Product line) dk p;u djuk rFkk mRiknu iafDr esa mRiknksa dks tksM+uk;k ?kVkuk 'kkfey gSA

(ii) czkafMax (Branding) – czk.M ,d oLrq dk uke] izrhd] in ;k fMtk;u vFkok budk lfeJ.k gS ftlds}kjk fuekZrk ds mRiknksa ;k lsokvksa dh igpku (Identification) dh tkrh gS rFkk mUgsa izfr;ksxh QekZsa ls vyxfd;k tkrk gSA czk.M dk mís'; oLrq dh igpku fpUg (Marks) fuf'pr djuk gksrk gS ftlds vk/kkj ijxzkgd oLrq dh ekax dj ldsA tSls dydÙkk dh pk; ij rktegy dk fp=k czkaM dk mnkgj.k gSA

(iii) iSdsftax (Packaging) – mRikn dh j{kk rks djrk gh gS] lkFk gh foØ; esa of) djrk gSA letkrh;

39foi.ku feJ.k

(Homogeneous) mRiknksa dh izfr;ksfxrk dk lkeuk djus esa iSdsftax ifjorZu lgk;d gSA tSls&fgUnqLrkuyhoj dEiuh us yDl* (Lux) vkSj ykbQckW;* (Lifebuye) ugkus ds lkcquksa ds iSdsftax esa ifjorZu djdsizfrLi/kkZ QkekZsa dk lkeuk fd;kA

(iv) oLrq dk fMtkbu ,oa vkdkj (Design & Size of the Product) – mRikn ds {ks=k esa oLrq dk fMtkbu,oa vkdkj Hkh 'kkfey gSA ;gka fMtkbu dk vFkZ oLrq dh 'kDy] <kapk] jax&:i] xU/k vkfn ls gSA vkdkjdk vFkZ oLrq dh vkÑfr ls gSA ;g vkÑfr dbZ izdkj dh gks ldrh gSA tSls&NksVh] cM+h rFkk e/;e vkfnA

2. LFkku (Place) – LFkku ds vUrxZr mfpr mRikn dks] mfpr cktkj esa izLrqr djus dh leL;k 'kkfey dh tkrhgSA blds {ks=k esa forj.k {ks=k] forj.k ek/;e] ek/;e dk LFkku] foØ; izns'k] ifjogu] okgd] bUosVjh Lrj rFkkHkaMkj.k vkfn dks 'kkfey fd;k tkrk gSA ;s midk;Z le;] LFkku rFkk LokfeRo mi;ksfxrk (Utility) iznku djrsgSaA forj.k pSuy (Distribution Channel) fuekZrk ls miHkksDrk rd izR;{k] (Direct) gks ldrk gS] vFkok vizR;{kvFkkZr~ fuekZrk vkSj miHkksDrk ds chp dqN e/;LFk gks ldrs gSa&tSls Fkksd O;kikjh] QqVdj O;kikjh vkfnA vizR;{kvFkkZr~ Hkkjh e'khuksa vkSj iwathxr oLrqvksa ds forj.k esa izR;{k foi.ku (Direct Marketing) gksrk gSA blesa e/;LFkugha gksrs blds foijhr miHkksDrk oLrqvksa tSls&Ükaxkj lkexzh vkSj oL=kksa ds forj.k esa e/;LFkksa dk mi;ksx fd;ktkrk gSA vFkkZr vizR;{k foi.ku (Indirect Marketing) dk bLrseky fd;k tkrk gSA

3. lao)Zu (Promotion) – foØ; vfHkeq[khdj.k fopkj/kkjk ds vuqlkj miHkksDrk Lo;a dksbZ oLrq bPNkuqlkj(Voluntarily) ugha [kjhnrk tc rd dh foØsrk ds }kjk oLrq ds cspus ds izR;Ur u fd, tk,aA blds lkFk&lkFkfuekZrk }kjk fufeZr mRikn vPNh fdLe dk gksus ij Hkh mldk foØ; ugha fd;k tk ldrk tc rd fd mldklao)Zu u fd;k tk,A fcØh esa of) ds fy, lao)Zu (Promotion) dk lgkjk fy;k tkrk gSA foKkiu(Advertisement), O;fDrxr foØ; (Personal Selling) vkSj izpkj (Publicity) ds ek/;e ls lao)Zu (Promotion)

laHko gSA

forj.k

{ks=k]

forj.k

ek/;

e] ek/

;e d

k LFkku

] foØ;

izns'k]

ifjogu

] okgu

] bUosU

Vjh Lr

j] HkaM

kj.k

O;fDrxr foØ;] foKkiu] yksd izflf)]

foØ; lao/kZu (A) miHkksDrkvksa dks lgk;rk

(B) foØ;drkZvksa dh lgk;rk

mRikn fu;kstu] mRikn dh fdLe] mRikn dk jax&:i]

'kSyh] czk.M] iSdsftax] vk'oklu lsok dk Lrj] izekihdj.k]

vU; lsok,aewY;

Lrj]

dher

jhfr&

uhfr]

mRikn

ykxrsa]

lk[k d

h 'krZsa] N

wVs ,oa cêk

vykmU

lst

PL

AC

E

LFkku

PR

OM

OT

I ON

lao/kZu

PR

I CE

dher

PR

OD

UC

TmRikn

MARKETING

MIX

foi.ku ds fl)kUr40

(i) foKkiu (Advertisement) – oLrq fo'ks"k ds ckjs esa tkudkjh nsuk foKkiu dgykrk gSA mijksDrifjHkk"kkvksa ds vk/kkj ij ;g dgk tk ldrk gS fd foKkiu ,d ,slh voS;fDrd foØ; dyk gS ftlesa,d fuf'pr iz;kstd (Identified) ds }kjk mRiknksa] lsokvksa rFkk fopkjksa dh lwpuk nh tkrh gSA bu lsokvksads fy, Hkqxrku Hkh fd;k tkrk gSA

(ii) O;fDrxr foØ; (Personal Selling) – ;g foØ; dh og fof/k gS ftlesa Øsrk&foØsrk izR;{k :i lsvkeus&lkeus gksrs gSa vkSj muds chp fdlh izdkj dh HkkSxksfyd nwjh ugha gksrh gSA foØsrk viuh oLrq dksØsrk ds le{k izLrqr djrk gS vkSj Øsrk dks iw.kZ larq"V djrs gq, cspus dk iz;kl djrk gSA

4. dher (Price) – foi.ku fu.kZ;ksa esa ewY; dk egRoiw.kZ LFkku gksrk gSA izR;sd O;kolkf;d miØe dk eq[; mís';ykHkksa dks vf/kdre (Maximisation of Profit) djuk gSA bl mís'; dh izkfIr rHkh laHko gS tcfd mRiknksa dhdher mudh ykxr ls vf/kd gksA mRikn dh dher miØe dh fcØh] ykHkksa dh ek=kk] mRikn fu;kstu] forj.k]foKkiu rFkk foØ; lao)Zu dk;ZØeksa (Promotion Programmes) ij egRoiw.kZ izHkko Mkyrh gSA

vr% ewY;ksa dk fu/kkZj.k bl izdkj fd;k tkuk pkfg, fd ewY; miHkksDrk dks vf/kd izrhr u gks] laLFkk izfr;ksfxrkesa fVd dj mfpr ykHk izkIr dj lds rFkk ljdkjh fu;a=k.kksa ls Hkh vius vki dks cpk ldsA

41foi.ku i;kZoj.k

v/;k;&4

foi.ku i;kZoj.k(Marketing Environment)

vkt ds bl izfrLi/kkZRed ;qx esa izfriy cnyrs i;kZoj.k esa O;olk; djuk vklku dk;Z ugha gSA lQyrk ds pjeksRd"kZij igqapus ds fy, ;g vko';d gS fd foi.kudrkZ O;kolkf;d i;kZoj.k ds lekukUrj gh viuh fØ;kvksa dk lapkyudjsaA vr% ,d foi.kudrkZ ds fy, foi.ku i;kZoj.k dk v/;;u mldk fo'ys"k.k djuk vR;Ur vko';d gSA i;kZoj.kv/;;u ds dqN egRoiw.kZ mís'; fuEu gks ldrs gSa%&

1. O;olk; ds lQy lapkyu gsrq i;kZoj.k fLFkfr dk Kku djukA

2. i;kZoj.k esa fLFkr voljksa dh [kkst djuk rkfd u;h lkgfld fØ;kvksa ds fodkl ds {ks=kksa dk irk yxk;k tkldsA

3. i;kZoj.k dh ifjorZu'khyrk ds ckjs esa KkuktZu djuk rkfd i;kZoj.k }kjk mifLFkr fd;s tkus okys izfrjks/kksa,oa pqukSfr;ksa dk eqdkcyk fd;k tk ldsA

4. miØe dks fu;af=kr djus okyh i;kZoj.kh; izÑfr ,oa fo'ks"krkvksa dk v/;;u fd;k tk lds rkfd foi.ku dksvf/kÑr n'kkvksa ds lkFk lek;ksftr fd;k tk ldsA rFkk ckn esa i;kZoj.k dks O;olk; ds le/kehZ cukus gsrq izHkkoMkyk tk ldsA

ekuo ,oa mldh fØ;k,a i;kZoj.k ls fdruh izHkkfor gksrh gSa] bldk egRo vkt ds ;qx esa ftruk vuqHko fd;k tk jgkgS] mruk igys dHkh ugha fd;k x;kA D;ksafd vkt ;g ckr iw.kZr;k izHkkodkjh gks x;h gS fd i;kZoj.k dk leLr thok.kqvksa,oa mldh fØ;kvksa ij vR;f/kd izHkko iM+rk gSA vc iz'u ;g mBrk gS fd i;kZoj.k gS D;k\ bldk ekuo thou ,oamlds }kjk lEikfnr dh tkus okyh fofHké vkfFkZd ,oa vukfFkZd fØ;kvksa ls D;k laca/k gS\

i;kZoj.k dk lgh v/;;u ,oa vFkZ le>us ds fy, gesa (Ecology) dks le>uk gksxkA bdksysth og foKku gS tks thok.kq,oa i;kZoj.k ds vUr%dj.k dk v/;;u ,oa fo'ys"k.k djrk gSA

i;kZoj.k ,oa thok.kqvksa ds vkilh laca/kksa ds v/;;u ds dqN izeq[k mnkgj.k gSa&/kqzoh; izns'k ds Hkkyw] eNyh] dkbZ] cSDVhfj;kbR;kfnA o"kkZdky esa ge ns[krs gSa fd vklikl ds xïksa ikuh bdëk gks tkrk gS ogka dkbZ Qyus&Qwyus yxrh gS vkSjc<+us yxrh gS] ysfdu T;ksa&T;ksa ikuh de gksus yxrk gS ;k lw[kus yxrk gS rks ;g Hkh de gksrh pyh tkrh gS vkSjvUrr% lw[k dj lekIr gks tkrh gSA vFkkZr~ dgus dk rkRi;Z ;g gS fd bldk thou iw.kZr% ikuh ds teko vkSj bldscus jgus ij fuHkZj djrk gSA ;g fLFkfr lEiw.kZ txr ij v{kj'k% ykxw gksrh gSA lalkj ds leLr izk.kh i;kZoj.k dhvuqdwyrk ls iYyfor iqf"ir ,oa fodflr gksrs gSa rFkk i;kZoj.k ds izfrdwy gksus ij de gks tkrs gSa ;k izk;% u"V gks tkrsgSaA

fu"d"kZ :i esa ge ;g dg ldrs gSa fd thok.kq dk mn~xe fodkl ,oa uk'k dk i;kZoj.k ls ?kfu"B laca/k gSA euq"; dhleLr fØ;k,a ftlesa thou lk/ku Hkh lfEefyr gSa ,d fuf'pr i;kZoj.k esa gh djuh iM+rh gSA blfy, ;g furkUrvko';d gks tkrk gS fd fØ;kvksa ,oa i;kZoj.k ds vkilh laca/kksa dks le>k tk, ,oa budk foLrr fo'ys"k.k fd;ktk,A

foi.ku ds fl)kUr42

i;kZoj.k dk vFkZ ,oa ifjHkk"kk

(Meaning & Definition of Environment)

^î;kZoj.k ds vUrxZr mu leLr 'kfä;ksa o rRoksa dks lfEefyr fd;k tkrk gS tks fØ;kvksa dks izHkkfor djrh gS ;k izHkkoMky ldrh gSA**

(Environment comprises all forces and entities which influence or have the potentiality to influence activities)

fp=k 4.1: i;kZoj.k ds rRo (Environmental Forces)

fØ;k dh lQyrk ;k foQyrk] rhozrk ;k f'kfFkyrk bu 'kfDr;ksa dh izÑfr ,oa fo'ks"krkvksa ij fuHkZj djrh gSA

cgqr ls fo}ku i;kZoj.k esa dsoy cká 'kfDr;ksa dks gh lfEefyr djrs gSaA vFkkZr~ i;kZoj.k dh ifjHkk"kk og fuEu izdkj

ls nsrs gSa%

^î;kZoj.k mu cká 'kfDr;ksa o rRoksa dks dgrs gSa tks fdlh laLFkk dh fØ;kvksa dks izHkkfor djrs gSa] vFkok izHkkfor

djus dh {kerk j[krs gSaA**

;g ifjHkk"kk i;kZoj.k dh iw.kZ ifjHkk"kk ugha dgh tk ldrh D;ksafd lekt ds izR;sd laxBu ,oa laLFkk dh vkUrfjd

'kfDr;ka o rRo Hkh gksrs gSa vkSj ;s vkUrfjd rRo ,oa 'kfDr;ka Hkh mldh fØ;kvksa dks izHkkfor djrs gSaA

foi.ku i;kZoj.k

(Marketing Environment)

foi.ku i;kZoj.k ds vUrxZr og leLr 'kfDr;ka ,oa rRo lfEefyr fd;s tkrs gSa tks fdlh laLFkk dh foi.ku fØ;kvksa

dks izHkkfor djrs gSa] vFkok izHkkfor djus dh {kerk j[krs gSaA

(Marketing environment comprises all forces and entities which influence or have the potentiality to influence the

marketing activities of a company)

i;kZoj.k(Environment)

fØ;kfoi.ku'kfDr;ka ¼vFkok

i;kZoj.k ds rRo½(Environmental

Forces )

43foi.ku i;kZoj.k

fp=k 4.2% i;kZoj.k dk izHkko (Effect of Environment)

i;kZoj.k dk izHkko

(Effect of Environment)

foi.ku i;kZoj.k foi.ku fØ;kvksa dks eq[;r;k nks izdkj ls izHkkfor djrk gSA izFke] vuqdwy :i esa vFkkZr~ vPNk izHkkovkSj nwljs izfrdwy :i esa vFkkZr~ cqjk izHkkoA ;fn i;kZoj.k dh 'kfDr;ka ,oa rRo fØ;kvksa ds i{k esa gS rks mu fØ;kvksaij vPNk vFkkZr /kukRed izHkko iM+sxk vkSj ;fn i;kZoj.k dh 'kfDr;ka o rRo fØ;kvksa ds fojks/k esa gS rks fØ;kvksa ij cqjkvFkkZr~ _.kkRed izHkko iM+sxkA

i;kZoj.kh; pqukSrh

(Environmental Threat)

^î;kZoj.k pqukSrh ,d ,slh foijhr izÑfr vFkok] fof'k"V mFky&iqFky gS tks fd mís';iw.kZ foi.ku dne ds vHkko esa]daiuh ds mRikn czk.M vFkok daiuh dh lEiw.kZ fLFkfr dks uqdlku igqapk ldrh gSA**

(Environmental threat is a challenge posed by unfavourable trend or specific disturbance in the environment that

would lead in the absence of purposeful marketing action, to the stagnation or demise of a company, product or

brand).

le;≤ ij i;kZoj.k esa ,sls ifjorZu gksrs jgrs gSa tks fdlh daiuh ds foi.ku dk;Z esa vojks/k mRié djrs gsa tSlsdPpk eky feyuk can gks tk,] ljdkjh uhfr esa ,slk ifjorZu fd;k tk, fd daiuh dk mRikn dbZ {ks=kksa esa csps u tkldsa] dj c<+k fn;s tk,a] izfrLi/khZ daiuh vPNh fdLe dk mRikn cktkj esa izLrqr djs] daiuh ds mRikn dk QS'ku [kRegks tk, vkfn] i;kZoj.k esa gksus okyk dksbZ Hkh ,slk ifjorZu tks daiuh foi.ku dk;Z esa vojks/k mRié i;kZoj.kh; pqukSrhdgyk;sxkA ;fn foi.ku çca/kd ,slh pqukSfr;ksa dk eqdkcyk djus ds fy, le; jgrs mfpr dne u mBk;sa rks daiuhdks dkQh {kfr gks ldrh gSA rFkk varr% O;olk; can Hkh djuk iM+ ldrk gSA Hkkjr esa fofHké m|ksxksa ds le{k i;kZoj.kh;pqukSrh ds dqN izeq[k mnkgj.k fuEu lkj.kh esa fn;s x;s gSa%

lkj.kh&4.1

i;kZoj.kh; pqukSfr;ka&Hkkjrh; mnkgj.k

(Environmental Threats - Indian Examples)

i;kZoj.k pqukSrh dk lkeuk djus okys m|ksx@mRikn pqukSrh fdlls gSA

(Environmental Threat to Industry/Product) (From)

1. rkaxk] cSyxkM+h] lkbfdy] fjD'kk] gkFk dk fjD'kkA vkWVksfjD'kk] Vªd rFkk vU; e'khu ls pyus okys okgu

2. lwrh diM+k m|ksxA flUFksfVd m|ksxksa ds diM+s VSjhyhu vkfnA

3. flusek m|ksxA Vsyhfotu

4. Vsfcy jsfM;ksA VªkaftLVj jsfM;ksA

Contd...

foi.ku fØ;k,a

(Marketing

Activities)

foi.kui;kZoj.k

(Marketing

Environment)

i;kZoj.kvolj

(Environmental

Opportunity)

i;kZoj.k pqukSrh(Environmental Threats)

foi.ku ds fl)kUr44

5. xzkeksQksu rFkk xzkeksQksu jsdkMZA Vsi jsdkMZj] dSlsV] oh-lh-vkjA

6. ekuoh; ewY;ksa esa ifjorZu O;kolkf;d laLFkkvksa ekuo laca/kh ifjorZu@fxjkoV] gM+rky] rkykcanh]

esa vPNs ekuo laca/kA vuq'kklughurk] dke u djus dh izofr vkns'kksa dk

mYya?ku vkfnA

7. L;kgh ls fy[kus okys gksYMj] isu] fuc] L;kghA cky IokbUV isuA

8. /kksrh] ixM+h] ydM+h ds [kM+kÅ o vU; ijEijkxr isUV] deht o vU; vk/kqfud igukok dh oLrq,aA

igukok dh oLrq,aA

9. yksgs o ihry ds crZu] rkacs ds crZuA LVsuysl LVhy ds crZuA

i;kZoj.kh; volj(Environmental Opportunities)

^î;kZoj.k volj] foi.ku i;kZoj.k esa vkus okys ,sls ifjorZu dks dgrs gSa] ftuls ,slh ifjfLFkfr;ka mRié gks tkrh gSafd mís';iw.kZ foi.ku dne mBkus ij] lQyrk dh laHkkouk,a c<+ tkrh gSaA

(A marketing environmental opportunity is a challenge to purposeful marketing action that is characterized by a

generally favourable set of environmental circumstances and an acceptable probability of success)

i;kZoj.k ifjorZu'khy gS vkSj le;≤ ij foi.ku volj iznku djrk jgrk gS] ijUrq fdlh daiuh dh foi.ku lQyrkbl ckr ij fuHkZj djrh gS fd daiuh mu voljksa ls fdruk ykHk mBk ikrh gSA fdlh daiuh ds fy, foi.ku volj fuEu:i esa gks ldrs gSa&

& uohu mRikn] lsok;sa] forj.k] lkj.kh rFkk foØ; lao)Zu ds mik;A

& dk;Z{kerk esa lq/kkjA

& izfrLi/kkZ fHkérkvksa dk ltuA

& u;s cktkjksa esa foLrkj o izos'k dh laHkkouk;saA

& izfrLi/kkZ dk var ;k dehA

& lgk;d ljdkjh uhfr;kaA

& xzkgdksa dh vk; ,oa Ø; 'kfDr esa of)A

voljksa dk ewY;kadu ;g tkuus ds fy, fd;k tkuk pkfg, fd buls dgka rd ykHk mBk;k tk ldrk gSA [kks;k gqvkvolj okil ugha vkrkA fFk;ksMksj ysfoV (Theodore Levitt) ds vuqlkj ^^vko';drk gks ldrh gS ij cktkjugha&cktkj gks ldrk gS ij xzkgd ugha&xzkgd gks ldrk gS ij foØsrk ugha**] Hkkjr esa cgqr ls mRikn o lsokvksa dhvko';drk gS ¼ijUrq xjhch o Ø; 'kfDr ds fcuk ns'k dh yxHkx vk/kh tula[;k Ø; djus esa vleFkZ gS½ vFkkZr~ cktkjgS ij xzkgd ughsaA blh izdkj cgqr ls mRikn o lsokvksa ds xzkgd gSa ij foØsrk ughaA vFkkZr cktkj esa foØ; volj gSaij foØsrk ughaA ,sls vusdksa mRikn o lsokvksa dh ns'k esa vko';drk gS ¼foi.ku volj gS½ ijUrq lkgl vkSj O;kolkf;d{kerk dh deh ds dkj.k yksx ,sls voljksa dh igpku ugha dj ikrs vkSj volj [kkyh pys tkrs gSaA dqN yksxksa esa lkglo O;kolkf;d {kerk gksrh gS og voljksa dh igpku djds mudk ykHk mBkrs gSa rFkk lQy O;olk;h cu tkrs gSaA

Hkkjrh; i;kZoj.k esa foi.ku volj

(Marketing Opportunities in Indian Environment)

gfjr Økafr us Hkkjr ds xzkeh.k cktkjksa esa mRikn o lsokvksa ds foi.ku voljksa esa cgqr of) dh gSA blh izdkj lQsn ØkafrvFkkZr Msjh m|ksx ds fodkl ls Hkh xzkeh.k bykdksa esa lef) vkbZ gSA fiNys n'kd esa xzkeh.k tula[;k dh vk; ,oa Ø;

45foi.ku i;kZoj.k

'kfDr esa of) gqbZ gSA lkgldrkZ ,oa foi.kudrkZ xzkeh.k yksxksa dh vko';drkvksa dk irk yxkdj] vko';drkuqlkj mRikno mfpr foi.ku }kjk Hkkjr ds ogr xzkeh.k cktkj dh foØ; laHkkoukvksa ls ykHk mBk ldrs gSaA tula[;k ds vk/kkj ijHkkjr dk xzkeh.k cktkj phu ds ckn fo'o dk nwljk cM+k laHkkfor cktkj gSA

Hkkjr ds 'kgjh {ks=kksa esa vehj o e/;oxZ dh c<+rh gqbZ la[;k] cM+s iSekus ij mRikn o lsokvksa dh ekax mRié djrh gSAmRikn ,oa lsokvksa ds foØ; ds vf/kd ,oa vPNs volj iznku djus okys ?kVdksa dk o.kZu fuEufyf[kr gSA

lkj.kh – 4.2

Hkkjr esa foi.ku ds vf/kd ,oa vPNs volj iznku djus okys rRo

(Factors Responsible for Providing More and Better Marketing Opportunities in India)

?kVd mRikn o lsokvksa ds foi.ku volj

(Factors) (Marketing Opportunities for Product and Services)

1. lk{kjrk dh c<+rh nj iqLrdas] i=k&if=kdk,a] lekpkj i=k vkfnA

(Increasing rate of literacy)

2. thou vk;q esa of) [kk| inkFkZ] Qy] lCth] vukt] nok,a] diM+s vkfnA

(Increasing in longevity of life)

3. xk¡o] dLcksa o 'kgjksa dk fodkl ?kj cukus dk lkeku bZaV] iRFkj] pwuk] lhesUV vkfnA

(Vast development of cities & Towns)

4. yksxksa ds thou Lrj esa of) QuhZpj] njh] diM+s] twrs] Vsfyfotu] jsÝhtjsVj] LdwVj]

(Development in standard of living of people) eksVj vkfnA

5. u;s m|ksxksa dk fodkl dPpk eky] e'khu o midj.k] ÅtkZ] ifjogu] fctyh]

(Development of new industries) fctyh] ikuh] cSafdax chek rFkk vU; lacaf/kr mRikn o

lsok;saA

i;kZoj.k ds ?kVd

(Environmental Factors)

i;kZoj.k ,d foLrr ,oa tfVy mikxe gS ftldks vusdksa ?kVd izHkkfor djrs gSaA ;g ?kVd ns'k] dky ,oa ifjfLFkfr;ksads vk/kkj ij ifjofrZr gksrs jgrs gSaA i;kZoj.k dks izHkkfor djus okys ?kVdksa dks ge pkj oxkZsa esa foHkkftr dj ldrs gSatSlk fd fp=k (4.3) esa fn[kk;k x;k gSA

lkekU; vkfFkZd n'kk;sa] vkfFkZd] iz.kkyh] jk"Vªh;vk;] vk; dk forj.k] ekSfnzd uhfr] dj uhfr]vkS|ksfxd uhfr

vkfFkZd (Non Economic)

lkekftdjktuSfrdlkaLÑfrd'kSf{kd

le;kuqlkj (Timewise)

iwoZ i;kZoj.korZeku i;kZoj.kHkfo"; i;kZoj.k

LFkkuh; i;kZoj.k{ks=kh; i;kZoj.kjk"Vªh; i;kZoj.kvUrZjk"Vªh; i;kZoj.k

LFkkukuqlkj (Spacewise)

dEiuh

fp=k 4.3 i;kZoj.k ?kVd (Environmental Factors)

vkfFkZd (Economic)

foi.ku ds fl)kUr46

vkfFkZd ,oa vukfFkZd i;kZoj.k ds ?kVdksa esa vkil esa vUr%fØ;k (Interaction) gksrh jgrh gSA vFkkZr~ vkfFkZd rRoksa esavukfFkZd rF;ksa dk izHkko gksrk gSA blh izdkj vukfFkZd rF;ksa ds vkfFkZd i{k Hkh gksrs gSaA LFkkukuqlkj (Spacewise)

vUrZjk"Vªh; i;kZoj.k dk izHkko jk"Vªh; i;kZoj.k ij iM+rk gS rFkk blh Øekuqlkj jk"Vªh; i;kZoj.k dk {ks=kh; i;kZoj.kij rFkk {ks=kh; i;kZoj.k dk LFkkuh; i;kZoj.k ij izHkko iM+rk gSA blh izdkj iwoZ i;kZoj.k dk orZeku ij vkSj orZekui;kZoj.k dk Hkfo"; ds i;kZoj.k ij izHkko iM+rk gSA

foi.ku i;kZoj.k ds eq[; rRo

(Major Components of Marketing Environment)

cgqr ls fo}kuksa dk ;g dguk gS fd foi.ku i;kZoj.k ds vUrxZr og cká ?kVd vkrs gSa tks fd fdlh daiuh dh foi.kufØ;kvksa dks izHkkfor djrs gSa ;k izHkkfor dj ldrs gSaA geus vius v/;;u esa] daiuh ds laxBukRed i;kZoj.k dks HkhlfEefyr fd;k gSA fdlh daiuh dk viuk vkUrfjd laxBukRed i;kZoj.k ml daiuh ds lewps i;kZoj.k dk ,d egRoiw.kZHkkx gSA

iii. ogr i;kZoj.k (Macro Environment)

vkfFkZd i;kZoj.k] lkekftd i;kZoj.k] jktuSfrd i;kZoj.k] rduhdh i;kZoj.k vkfn

ii. cktkj i;kZoj.k (Market Environment)

vkfFkZd i;kZoj.k] lkekftd i;kZoj.k] jktuSfrd i;kZoj.k] rduhdh i;kZoj.k vkfn

i. daiuh dk vkarfjd ¼laxBukRed½ i;kZoj.k (Organisational Environment of the Co.)

daiuh&mRikn@lsokCompany-Product/Service

dEiuh ds lk/ku mRikndrk]izcU/k Jfed lEcU/k] izcUèkdds ewY; o /kkj.kk;sa

fp=k 4.4: foi.ku i;kZoj.k ds eq[; rRo (Major Components of Marketing Environment)

(i) daiuh dk vkUrfjd ¼laxBukRed½ i;kZoj.k (Company's Internal Organisational Environment): fdlhHkh daiuh dk viuk vkarfjd i;kZoj.k mu leLr 'kfDr;ksa dk ¼vFkkZr~ lewps i;kZoj.k½ tks daiuh dh fØ;kvksadks izHkkfor djrh gSa ,d egRoiw.kZ Hkkx gksrk gSA vkUrfjd i;kZoj.k ds eq[; vax gSa% Je izca/k] laca/k] mRikndrk]dPpk eky] foÙkh; ,oa ekuo lalk/ku] deZpkfj;ksa dh dq'kyrk o dk;Z ds izfr vfHkofr] deZpkfj;ksa dk eukscy]izcU/kdksa dh dq'kyrk] ewY; vkSj /kkj.kk,a vkfnA

(ii) cktkj i;kZoj.k (Market Environment): cktkj i;kZoj.k lcls egRoiw.kZ 'kfDr gksrh gS tks fd fdlh daiuhdh foi.ku fØ;kvksa dks izHkkfor djrh gSA D;ksafd vk/kqfud foi.ku eq[;r% cktkj ij dsfUnzr gksrk gSA cktkji;kZoj.k ds izeq[k rRo gSa%&xzkgdksa dh la[;k] vk;] Ø; {kerk] vko';drk;sa o bPNk;sa] Ø; mís'; ,oa O;ogkjvkfnA izR;sd daiuh rFkk izR;sd mRikn dk cktkj i;kZoj.k fHké gksrk gSA ;g LFkku&LFkku rFkk le;≤ij cnyrk jgrk gSA ;g ifjorZu'khy rFkk vfuf'pr gksrk gS vkSj bldk iwokZuqeku yxkuk cgqr dfBu gksrk gSA

47foi.ku i;kZoj.k

(iii) ogr i;kZoj.k (Macro Environment): ogr i;kZoj.k ds vUrxZr vkfFkZd i;kZoj.k] lkekftd o lkaLÑfrdi;kZoj.k] rduhdh i;kZoj.k] jktuSfrd i;kZoj.k rFkk izfrLi/kkZ i;kZoj.k vkrs gSaA

¼d½ vkfFkZd i;kZoj.k (Economic Environment): lkekU; jk"Vªh; vkfFkZd i;kZoj.k vkfFkZd iz.kkyh dh izÑfrds :i esa gksrk gS ftlds vUrxZr lEifÙk ds vf/kdkj] fu;kstu dk Lo:i] dher iz.kkyh dh dk;Zfof/k vkrsgSaA bu nf"Vdks.kksa ls ns[kus ij ns'k dh vkfFkZd iz.kkyh dh izÑfr iwathoknh ¼Lora=k lkgl½] lektoknh]lkE;oknh ;k fefJr gks ldrh gSA

vFkZO;oLFkk dh lajpuk ds vUrxZr jk"Vªh; mRikn dh lajpuk] dk;Zjr {kerk dk fHké fØ;kvksa esa forj.k]iwath fuekZ.k dk Lo:i] O;kikj dk Lo:i vkfn vkrs gSaA ;gh ?kVd ns'k ds fHké mRiknu oxZ tSls&Ñf"k]m|ksx o lsokvksa esa lkE;rk (Equilibrium) vFkok vlkE;rk (Disequilibrium) iznf'kZr djrs gSaA jk"Vªh;vFkZO;oLFkk fHké mRikn oxkZsa ds vUr%dj.k ls gh dk;Z djrh gSA O;kikj oxZ vU; lHkh oxksZa ls lkSns djrkgSA ;gh lkSns ¼ysu nsu] O;ogkj½ O;olk; ds vkfFkZd i;kZoj.k dks ifjHkkf"kr djrk gSA

vkfFkZd i;kZoj.k ds dqN izeq[k rRo gSa] ftudk foi.ku fØ;kvksa ds nf"Vdks.k ls vf/kd egRo gS] og gSaldy jk"Vªh; mRikn (GNP), jk"Vªh; vk;] izfr O;fDr vk;] O;fDrrxr vk; dh fo'ks"krk,a ¼ikfjokfjdctV dk fofHkUu enksa ij O;; dk çfr'kr½ eqnzk iwfrZ] eqnzk dk ewY;] eqnzk LQhfr@ladqpu n'kk,a] forj.kokfgdk;sa muds izdkj o fo'ks"krk,a vkfnA

¼[k½ rduhdh i;kZoj.k (Technological Environment): vkt ds ;qx esa tcfd ekuo Kku esa Økafrdkjhfodkl ,oa ifjorZu vk jgk] rduhdh i;kZoj.k esa rhoz xfr ls ifjorZu gks jgk gSA ,d mRikn ds thoupØ dky esa gh rduhdh fodYi ,oa ifjorZu gks tkrs gSaaA dqN mRiknksa ds {ks=k esa rks rduhdh i;kZoj.kesa cnyko bruk 'kh?kz gks jgk gS fd i;kZoj.k coUMj (Environmental Turbulence) dh fLFkfr mRié gksxbZ gSA mnkgj.k ds fy, {kh.k fo|qr lans'k dks rst djus ds rduhdh Kku (Technical know-how) esafiNys dqN n'kdksa esa ikap ckj fodkl gqvk gSA 'kwU; O;wg (Vacuum Tube) ls VªkaftLVj (Tranistor) lsfefu;pjkbtM ljdsVl (Miniaturised Circuits) ls ekbØks fefu;pjkbtM fpIl (Micro-Miniaturised

Chips) ls vkSifVDy Qkbcj (Optical Fibre) ds brus 'kh?kz ifjorZu ds eq[; dkj.k gSa daifu;ksa ds 'kks/ko fodkl foHkkxksa }kjk lkewfgd oSKkfud vuqla/kku ij cy] rduhd esa ifjorZu rFkk ubZ rduhd ,oaizcUèkdksa ds fy, ,d pqukSrh ds :i esa vkrh gSA

¼x½ lkekftd ,oa lkaLÑfrd i;kZoj.k (Social & Cultural Environment): lkekftd ,oa lkaLÑfrdi;kZoj.k ds vUrxZr Kku] ekU;rk,a] dyk] uSfrdrk] dkuwu] ijEijk,a] jhfr&fjokt vkSj og lc {kerk,a ovknrsa vkrh gSa tks euq"; us lekt ds lnL; ds :i esa xzg.k dh gSaA dqN egRoiw.kZ lkekftd o lkaLÑfrd?kVd tks foi.ku fØ;kvksa ls vf/kd tqM+s gq, gSa og gSa gekjs /kkfeZd] lkekftd o tkrh; rht&R;kSgkj]jLesa] esys vkfn rFkk bu voljksa ij fy, tkus okys mRikn o lsok,a] gekjh fookg iz.kkyh] jgu&lgu]igukok] ijEijk;sa] R;kSgkj] /kkfeZd ekU;rk,a] la;qDr ifjokj] vkfn rRo O;kolkf;d ,oa foi.ku fØ;kvksadks izHkkfor djrs gSaA

¼?k½ jktuSfrd ,oa dkuwuh i;kZoj.k (Political & Legal Environment): foi.ku ds jktuSfrd dkuwuhi;kZoj.k ds vUrxZr fuEufyf[kr rRo vkrs gSa%

(1) jktuSfrd laxBu (Political Organisation): ljdkj dk vkn'kZ] jktuSfrd ikfVZ;ksa dh fopkj/kkjk]ukSdj'kkgh] ykyQhrk'kkgh vkfnA

(2) jktuSfrd fLFkjrk (Political Stability): dkuwu O;oLFkk dh fLFkfr] >xM+s] vkUnksyu] ljdkj oiz'kklu dk Lrj] dsUnzh; ,oa izkUrh; ljdkjksa dh fLFkjrkA

(3) ljdkjh uhfr;ka (Govt. Policies): O;kikj uhfr] vk;kr uhfr] rVdj uhfr] vkfFkZd xBca/ku vkfnA

(4) dkuwu dh O;ogkfjdrk o yksp] fons'kh cktkjksa esa ns'k dh [;kfrA

foi.ku ds fl)kUr48

Hkkjr esa foi.ku ,oa ljdkj(Government & Marketing in India)

izR;sd ns'k fodkl djuk pkgrk gS rFkk xjhch ,oa fiNM+kiu feVkus] vkRefuHkZjrk izkIr djus o ns'k ds ukxfjdksa dh HkykbZo thou Lrj esa lq/kkj ykus dk iz;kl djrk gSA vkFkZj fyfol (Arthur Lewis) ds vuqlkj ^fdlh ns'k dk vkfFkZd fodklle>nkj ljdkj rFkk lfØ; ljdkjh yxko ds fcuk laHko ugha gSA** ljdkjh gLr{ksi ,oa fu;eu turk ds fgr esa rFkkvkfFkZd fodkl izfØ;k ds Hkkx ds :i esa Lohdkj fd;k tkrk gSA

jkT; fu;eu ds dkj.k

(Causes of State Regulation)

jkT; ¼ljdkj½ }kjk vkfFkZd o foi.ku fØ;kvksa ds fu;eu] rFkk fu;a=k.k ds fuEufyf[kr dkj.k gSa%

1. miHkksDrk laj{k.k (Consumer Protection): foi.ku fØ;kvksa dh xyr fof/k;ksa ls miHkksDrkvksa dks laj{k.k iznkudjuk tSls&feykoV] de rksy] ?kfV;k fdLe] vf/kd dher vkfnA

2. ns'k ds lalk/kuksa dh lEgky o cpr (To Preserve & Conserve Country's Resources): vR;f/kd foKkiuO;;] Hk.Mkj.k lqfo/kkvksa ds vHkko esa cckZnh] mRikn esa cukoVh ifjorZuA

3. fons'kh O;kikj dk fu;eu (Regulation of Foreign Trade): Hkqxrku larqyu dks ns'k ds i{k esa vFkok fu;af=krlhekvksa esa cuk, j[kus ds fy, rFkk ns'k ds m|ksxksa ds laj{k.k ds fy,A

4. lkoZtfud ,oa futh {ks=kksa esa vlekurk de djus ds fy,A

5. lkoZtfud forj.k uhfr o O;oLFkk] fons'kh lg;ksx rFkk lk>snkjhA

jkT; esa foi.ku lacaf/kr fo/kku

(Legislation relating to Marketing in India)

Hkkjr esa foi.ku ls lacaf/kr cgqr ls vf/kfu;e gSaA foi.ku i;kZoj.k dks le>kus ds nf"Vdks.k ls ge dqN izeq[k vf/kfuf;eksadks ys jgs gSa ftudk foLrr fooj.k vkxs fn;k x;k gSA foi.ku fØ;kvksa ls lacaf/kr dqN izeq[k vf/kfu;e fuEufyf[kr gSa%

fo"k; vf/kfu;e dk uke

1. dher] mRiknu ¼iwfrZ½ o forj.k fØ;kvksa ds fue;eu (i) vko';d oLrq,a vf/kfu;e] 1955.

ds lEca/k esaA (Essential Commodity Act, 1995)

(Regulation of Pricing Production & Distribution

activities) (ii) ,dkf/kdkjh ,oa izfrcU/kkRed O;kikfjd i)fr;ka] vf/kfu;e1959. (Monopolies & Restrictive Trade Practices Act, 1959).

(iii) Hkkjr lqj{kk fu;e (Defence of India Rules)

(iv) vkS|ksfxd fodkl ,oa fu;eu vf/kfu;e 1951

(Industrial Development & Regulation Act, 1951)

2. izfrHkwfr;ksa ds Ø; ,oa foØ; ds laca/k esa izfrHkwfr vuqca/k fu;eu vf/kfu;e] 1956

(Purchase and sale of Securities) (Securities Contract, Regulation Act, 1956)

3. vfxze izlafonksa ds laca/k esa vfxze izlafons fu;eu vf/kfu;e] 1952

(Regulation of Forward Contracts) (Forward Contracts Regulation Act, 1952)

4. [kk| inkFkkZsa esa feykoV ds laca/k esa [kk| feykoV fuokj.k vf/kfu;e] 1954

(Adulteration in Food Products) (The Prevention of Food Adulteratoin Act, 1954)

5. uki rkSy ds izekuhdj.k ds laca/k esa ckV ,oa eki&eku vf/kfu;e] 1976

(Standardisation of Weights & Measures) (The Standards of Weights & Measures Act, 1976)

Contd....

49foi.ku i;kZoj.k

6. udyh oLrqvksa ds laca/k esa O;kikj ,oa O;kikfjd fpUg vf/kfu;e] 1958

(Regulation of Fake Products) (The Trade and Merchandise Marks Act, 1958)

7. iSdsftax ,oa yscfyax ds laca/k esa iSdsftax oLrq vkns'k] 1975

(Regarding Packaging & Labelling) (Packaged Commodity Order 1975)

vc ckV ,oa eki vf/kfu;e] 1976 ds vUrxZr dj fn;k gSA(Now Icorporated in Packaged Commodities Regulation Order,

1976)

(1) dher] mRiknu o forj.k fØ;kvksa dk fu;eu

(i) vko';d oLrq vf/kfu;e&1995 (Essential Commodities Act, 1955): Hkkjr lqj{kk fu;eksa ds vUrxZrloZizFke 1939 esa dqN oLrqvksa ds mRiknu iwfrZ ,oa forj.k ij izfrca/k yxk;s x;s Fks tks 30 flrEcj] 1946

rd ykxw jgsA bu izfrcU/kksa dks ykxw j[kus dh vko';drk dks Lohdkj djrs gq, ljdkj us ,d v/;kns'kds ek/;e ls budks tkjh j[kk vkSj bl v/;kns'k dk LFkku vko';d iwfrZ ¼vLFkk;h vf/kdkj½ vf/kfu;e(Essential Supplies (Temporary Powers), Act, 1946) us fy;kA bl vf/kfu;e dk thou dsoy 1 vizSy]1947 rd lhfer Fkk ysfdu le;≤ ij blds thou dks c<+k;k tkrk jgk tks var esa 26 tuojh]1955 dks lekIr gks x;kA ysfdu bldh vko';drk dks Lohdkj djrs gq, fQj ,d v/;kns'k tkjh djljdkj us mu lHkh vf/kdkjksa dks iqu% izkIr dj fy;kA bl v/;kns'k dk LFkku vko';d oLrq vf/kfu;e(Essential Commodities Act) 1955 us ys fy;kA ;g vf/kfu;e 1 vizSy] 1955 ls ykxw fd;k x;k çkjEHkesa ;g vf/kfu;e vLFkk;h Fkk vkSj dsoy nks o"kks± ds fy, ykxw fd;k x;k Fkk ysfdu ckn esa bldks LFkk;hcuk fn;k x;kA

vko';d oLrq vf/kfu;e dk {ks=k ,oa mís';

(Area & Scope of Essential Commodities Act)

;g vf/kfu;e tEew o d'ehj jkT; dks NksM+dj lEiw.kZ Hkkjr esa ykxw gksrk gSA bl vf/kfu;e dh /kkjk 3(1) cgqr ghegRoiw.kZ gS vkSj ;g mís'; ,oa uhfr dks n'kkZrh gSA blds vuqlkj ;fn dsUnzh; ljdkj dh jk; esa ;g t:jh gS fd fdlhoLrq dh iwfrZ cuk;s j[kh tk, ;k c<+k;h tk, ;k leku forj.k djus ds fy, mfpr ewY; ij oLrq miyC/k cuh jgsa ;kHkkjr dh lqj{kk ds fy, ;k lSfud dk;Zokgh dks dq'kyrkiwoZd pykus ds fy, fdlh oLrq dk izkIr djuk vko';d gS rks,d vkns'k ls ,slh oLrq ds mRiknu iwfrZ ,oa forj.k vkSj mlds O;kikj ij izfrca/k yxk ldrh gS ;k mldk fu;eu djldrh gSA blesa leku forj.k ,oa mfpr ewY; cgqr gh egRoiw.kZ gS] ;fn tufgr esa fdlh oLrq ds mfpr ewY; ij lekuforj.k dh vko';drk gS rks ljdkj vius vf/kdkj dk iz;ksx dj ldrh gSA

vko';d oLrq,a%

os oLrq,a ftudk iz;ksx ekuo thou esa vko';d gS mudks bl vf/kfu;e esa vko';d oLrq,a crk;k x;k gSA vf/kfu;edh /kkjk 2 ¼v½ ds vuqlkj fuEu oLrq,a blds vUrxZr vkrh gSa%

(1) tkuojksa ds [kkus okyk pkjk ftlesa [ky o vU; Concentrates 'kkfey gSa] (2) dks;yk] (3) lwrh ,oa Åuh diM+s](4) [kk| inkFkZ ¼frygu ,oa rsy lfgr½] (5) yksgk ,oa bLikr ¼bldh cuh gqbZ oLrq,a lfgr½] (6) dkxt ¼dkxt U;wtfizaV]xÙkk vkfn½] (7) iSVªksfy;e ,oa blds inkFkZ] (8) dPph :bZ ,oa fcukSys] (9) nokbZ;ka] (10) dPpk twV] (11) eksVj xkfM+;ksads iqtsZ ,oa vU; lgk;d lkeku] (12) vU; dksbZ oLrq ftldks dsUnzh; ljdkj vko';d le>rh gS rks ,d vkns'k tkjhdj mldks Hkh vko';d oLrq,a eku ldrh gSA

mi;qZDr vf/kdkjksa dk iz;ksx dj dsUnzh; ljdkj us bu oLrqvksa dks Hkh vko';d ?kksf"kr dj fn;k gS&nok,a] twV ds cusdiM+s ;k VkV] Hkkjh jlk;u] flusek fQYel] ikojywe] lhesaV] lkcqu] flYd ds cus diM+s ;k fn;klykbZ] lkbZfdy ds Vk;j,oa V~;wc] fctyh dh V~;wc ykbV] lksMk ,s'k] cSVjh ds lSy] ykyVsu] jcj] xgLFkh ds ;a=k tSls fctyh dk yksgk vkfn blle; 67 inkFkkZsa ij ;g vf/kfu;e ykxw gSA

foi.ku ds fl)kUr50

dsUnzh; ljdkj ds vf/kdkj

tSlk fd Åij crk;k x;k gS dsUnzh; ljdkj dks vko';d oLrqvksa ds mRiknu iwfrZ vkSj forj.k vkfn ds laca/k esa i;kZIrvf/kdkj gSa vkSj dsUnzh; ljdkj bu vf/kdkjksa dk iz;ksx djrs gq, dksbZ Hkh vkns'k ns ldrh gS ftlesa fuEufyf[kr ckrksadh O;oLFkk gks ldrh gS&

(i) fdlh vko';d oLrq ds mRiknu ;k fuekZ.k dks ykblsal] ijfeV ;k vU; fdlh izdkj ls fu;fer djuk] (ii) fdlhHkwfe ij [kk| Qlykas ;k vU; izdkj dh Qlyksa dh [ksrh djuk] (iii) vko';d oLrq ds Ø; foØ; dk ewY; fu/kkZfjr djmldk ewY; fu;af=kr djuk] (iv) fdlh vko';d oLrq dk HkaMkj] ifjogu] forj.k] fcØh izkIr djuk dke esa ykuk ;kmiHkksx tks ykblsal ijfeV ;k vU; izdkj ls fu;fer djuk] (v) fdlh vko';d oLrq dh fcØh dks jksdus ds fy, vkns'knsuk (vi) fdlh Hkh O;fDr dks vkns'k nsuk fd og viuk LVkd ;k mRiknu ;k izkfIr;ka Hkkoh mRiknu iwjk ;k mldk dksbZHkkx dsUnzh; ljdkj ;k izkUrh; ljdkj ;k bu ljdkjksa ds izfrfuf/k dks lkSai nsa] (vii) tufgr esa [kk| inkFkZ ;k lwrhoL=k ls lacaf/kr vkfFkZd ;k okf.kT; lkSns ij jksd yxkuk ;k mudk fu;eu djuk] (viii) fu;eu djus ds mís'; ls mi;qZDrof.kZr fdlh Hkh en ls lacaf/kr lwpuk,a ;k vkadM+s ,df=kr djukA (ix) fdlh Hkh O;fDr dh tks fdlh vko';d oLrq dsmRiknu] iwfrZ ;k forj.k esa yxk gks iqLrdsa j[kus ,oa mudk voyksdu djus vkSj lwpukvksa dks nsus ds fy, dguk (x) fdlhHkh edku] tgkt] eksVj okgu] tkuoj dh ryk'kh ysuk vkSj mudks vius vf/kdkj esa ysukA

n.M (Penalty)

;fn dksbZ O;fDr mi;qZDr of.kZr (vii) o (ix) ds laca/k esa vkns'kksa dh vogsyuk djrk gS rks mldks ,d o"kZ rd dh ltk,oa tqekZuk fd;k tk ldrk gSA

mi;qZDr of.kZr (viii) o (ix) ds vfrfjDr vU; ekeykssa esa vogsyuk djus ij de ls de rhu ekg dh ltk nh tk ldrhgS o tqekZuk Hkh fd;k tk ldrk gSA ysfdu bl ltk dh vof/k lkr o"kZ rd gks ldrh gSA

;fn dksbZ O;fDr >wBs c;ku ;k lwpuk,a nsrk gS rks mldks ikap o"kZ dh ltk ;k tqekZuk nksuksa fd;s tk ldrs gSaA

ljdkjh rkSj ij tkap dk vf/kdkj

bl vf/kfu;e dh /kkjk 12 , ds vUrxZr dsUnzh; ljdkj dks vf/kdkj fn;k x;k gS fd ;fn mldh jk; esa ,slh fLFkfriSnk gks xbZ gS fd mRiknu] iwfrZ ;k forj.k ds fgr esa ljljh rkSj ij tkap vko';d gS rks og bl vk'k; dh ,d vfèklwpuktkjh dj ldrh gSA ,slh fLFkfr esa bu vf/kdkjksa dk mi;ksx ,d izFke Js.kh ds U;k;k/kh'k ds }kjk fd;k tk;sxkA ftldks,d o"kZ rd dh ltk nsus dk vf/kdkj gksxkA ysfdu ;fn U;k;k/kh'k ;g le>rs gSa fd ekeyk bl izdkj dk gS fd n.M,d o"kZ ls vf/kd dh ltk nsus dk gS rks os ekeys dks lqudj ,slk vkns'k ns ldrs gSa rnqijkUr fdlh Hkh xokg dks lquus;k iqu% lquus ds fy, fu;keuqlkj dk;Z dj ldrs gSaA

;fn U;k;k/kh'k ljljh rkSj ij ekeys dh lquokbZ dj ,d eghus ls vf/kd dh ltk ;k nks gtkj #i;s ls vf/kd tqekZuk;k nksuksa ugha nsrs gSa rks ,sls vkns'k ds fo#) dksbZ vihy ugha dh tk ldrh gSA

vf/kdkjksa dk mi;ksx

vf/kfu;e esa izkIr vf/kdkjksa ds vUrxZr dsUnzh; ljdkj us cgqr ls vkns'k tkjh fd;s gSa tSls U;wtfizaV d.Vªksy vkns'k 1962,

phuh fu;a=k.k vkns'k] 1966 nokbZ¼ewY; fu;a=k.k½ vkns'k] 1970 feêh dk rsy mi;ksx ¼ij fu;a=k.k½ vkns'k] 1960 ouLifrrsy fu;a=k.k vkns'k vkfnA bl le; 61 oLrqvksa ds laca/k esa bl izdkj ds vkns'k tkjh fd;s x;s gSaA

,dkf/kdkjh ,oa izfrcU/kkRed O;kikfjd i)fr;ka vf/kfu;e&1969

(Monopolies & Restricted Trade Practices Act-1969)

bl vf/kfu;e dk mís'; bl ckr ds fy, lqfuf'pr djuk gS fd ns'k dh vkfFkZd iz.kkyh lkekU; fgrksa ds fo#) vkfFkZd

51foi.ku i;kZoj.k

'kfDr dk dsUnzh;dj.k ugha djrh gS vkSj ,slh ,dkf/kdkjh ,oa izfrca/kkRed O;kikfjd i)fr;ka dks jksduk gS tks tufgrds fo#) gSaA

,dkf/kdkj tkap vk;ksx] 1964 dh flQkfj'kksa ds vk/kkj ij vf/kfu;e cuk;k x;k gS tks laln }kjk 18 fnlEcj] 1969

dks ikl gksdj vkSj 27 fnlEcj] 1969 dks jk"Vªifr dh LohÑfr ds ckn ,dkf/kdkj rFkk izfrcU/kkRed O;kikfjd i)fr;kavf/kfu;e 1969 ds :i esa cuk;k x;kA ;g vf/kfu;e 1 twu 1970 ls lkjs ns'k eas ykxw gks x;k gSA bl vf/kfu;e dheq[; ckrsa fuEu gSaA

¼d½ ,dkf/kdkj rFkk izfrcU/kkRed O;kikfjd i)fr;ka vk;ksx dh LFkkiuk (Establishment of Monopolies &

Restrictive Trade Practices Commission): bl vf/kfu;e ds vUrxZr ,d vk;ksx dks LFkkfir djus dhO;oLFkk dh x;h gS ftldh lnL; la[;k de ls de 2 vkSj vf/kd ls vf/kd 8 rd gks ldrh gSA blds vfrfjDr]bldk ,d v/;{k gksxkA bu lHkh dh fu;qfDr dsUnzh; ljdkj djsxhA bl vk;ksx dk v/;{k ;k rks mPpreU;k;ky; ;k mPp U;k;ky;ksa dk orZeku ;k fuorZeku U;k;k/kh'k ;k U;k;k/kh'k dh ;ksX;rk j[kus okyk dksbZ HkhO;fDr cuk;k tk ldrk gSA izFke fu;qfDr esa vk;ksx ds lnL;ksa dk dk;Zdky vf/kd ls vf/kd 5 o"kZ rd dkgks ldrk gS] ftldks vxys ikap o"kZ ds fy, c<+k;k tk ldrk gSA ysfdu dksbZ Hkh lnL; 65 o"kZ dh mez rdgh vk;ksx ds lnL; ds :i esa dk;Z dj ldrk gSA

bl vf/kfu;e dh /kkjk 10 ds vuqlkj ;g vk;ksx (1) LosPNk ls ;k (2) ljdkj ds vuqjks/k ij ;k (3) turkvFkok miHkksDrk dh f'kdk;rksa ij ;k (4) jftLVªkj] izfrcU/kkRed O;kikfjd i)fr;ksa ds vkxzg ij fdlh HkhizfrcU/kkRed O;kikfjd dk;Z dh tkap dk vkns'k ns ldrk gSA bl laca/k esa vk;ksx dks U;k;ky; ds vf/kdkj izkIrgSaA bl vk;ksx dks ;g Hkh vf/kdkj gS fd ;fn og tufgr esa vko';d le>s rks py jgs O;kikj dks can djkns ;k mUgsa fu;af=kr djus ds fy, muds le>kSrs dks jí dj ns ;k muesa la'kks/ku dk vkns'k ns nsaA bl vk;ksx dhLFkkiuk twu] 1970 esa dh tk pqdh gSA blds v/;{k lfgr rhu lnL; gSaA

¼[k½ ,dkf/kdkjh O;kikfjd izofÙk;ksa ij fu;a=k.k (Control of Monopolistic Trade Practices): ;fn dksbZ ,dkfèkdkjhO;kikfjd izofÙk (1) izfrLi/kkZ dks de djrh gS ;k (2) cktkj eas oLrqvksa dk vHkko iSnk djrh gS ;k (3) oLrqvksa;k lsokvksa ds xq.kksa esa fxjkoV ykrh gS ;k (4) oLrqvksa ds ewY;ksa esa vfHkof) djrh gS ;k (5) oLrq vFkok lsok dhmRiknu ykxr] fooj.k ;k iwfrZ dh ykxr esa vU;k;ksfpr <ax ls of) djrh gS rks ,dkf/kdkj vk;ksx dh flQkfj'kij ljdkj }kjk bu izofÙk;ksa ij vko';d jksd yxk;h tk ldrh gSA

¼x½ izfrcU/kkRed O;ogkjksa laca/kh le>kSrksa dk jftLVªs'ku (Registration of Restrictive Trade Practices

Agreements): /kkjk 33 ds vuqlkj ,sls lHkh izfrcU/kkRed O;ogkjksa laca/kh le>kSrksa dk jftLVªs'ku djkukvko';d gS tks fuEu esa ls fdlh Hkh izdkj dh Js.kh esa vkrs gSa%

(1) og le>kSrk tks fdlh rjhds ls ml O;fDr ;k O;fDr;ksa ij izfrca/k yxk ldrk gS ;k izfrca/k yxk nsrk gSftUgsa eky cspk tkrk gS ;k ftuls eky [kjhnk tkrk gSA (2) dksbZ le>kSrk tks Øsrk dks eky [kjhnrs le; fdlhvU; eky dks [kjhnus dh 'kZr yxkrk gSA (3) dksbZ le>kSrk tks Øsrk dks vius O;olk; ds nkSjku fdlh vU;foØsrk ds eky dk O;kikj djus ij izfrca/k yxkrk gSA (4) dksbZ le>kSrk tks eky dks fuf'pr ewY; ij ;k 'krkZsaij Ø; djus ;k cspus ds fy, ;k Ø; djus okyksa ds }kjk fd;k x;k gSA (5) dksbZ Hkh le>kSrk tks O;ogkjksaesa fj;k;r ;k lqfo/kk nsus ds fy, gS ftlesa HkÙkk] NwV ;k lk[k 'kkfey gSA (6) dksbZ le>kSrk tks fdlh oLrq dsmRiknu ;k iwfrZ dks lhfer djrk gS ;k ml ij izfrca/k yxkrk gS ;k eky dh fcØh ds fy, {ks=k ;k cktkjksa dksvkoafVr djrk gSA (7) dksbZ le>kSrk tks eky dh iqu% fcØh ij ;g 'krZ yxkrk gS fd foØsrk }kjk fu/kkZfjr ewY;ij eky cspk tk;sxkA (8) dksbZ le>kSrk tks eky ds cukus esa fdlh rjhds] e'khu ;k izfØ;k ds dke esa u ysusdk gS ;k buds iz;ksx dks izfrcaf/kr dj nsrk gSA (9) dksbZ le>kSrk tks eky dks ,sls ewY; ij cspus ds fy, gSftldk izHkko izfr;ksfxrk ;k izfr;ksxh dks lekIr djus dk gSA (10) dksbZ Hkh le>kSrk tks mfYyf[kr izdkj dkugha gSA dsUnzh; ljdkj ,dkf/kdkjh vk;ksx fd flQkfj'k ij vius ctV esa izdkf'kr dj ldrh gSA bl izdkj

foi.ku ds fl)kUr52

ds le>kSrs dk jftLVªs'ku Hkh vo'; gksxkA (11) dksbZ Hkh le>kSrk tks mi;qDr izdkj ds le>kSrs dks ykxw djusds fy, fd;k x;k gksA

jftLVªs'ku djrs le; (1) le>kSrs esa 'kkfey i{kksa ds uke] rFkk (2) le>kSrs dh 'krZsa nsuk vko';d gSA ;gjftLVªs'ku le>kSrs dh frfFk ls 60 fnu vUrj ij djk fy;k tkuk pkfg,A os le>kSrs tks tufgr ds fo#) gS

mudks jí djus ;k muesa la'kks/ku djus dk vkns'k nsus dk vf/kdkj ,dkf/kdkj vk;ksx (MRTPC) dks gSA

¼?k½ vkfFkZd lÙkk ds dsUnzh;dj.k dks jksduk (Prevention of Concentration of Economic Power): ;fn dksbZ

m|ksx ftldh lEifÙk 100 djksM+ #i;s ;k blls vf/kd gS ;k og laLFkk vius O;olk; esa 1/3 ls vf/kd Hkkxdks fu;af=kr djrh gS] viuk foLrkj djuk pkgrh gS vkSj foLrkj ls m|ksx dh lEifÙk ;k mRiknu {kerk esa 85%

dh vfHkof) gksrh gS rks og viuk foLrkj rc rd ugha dj ldrh gS tc rd fd dsUnzh; ljdkj blds fy,vuqefr u ns nsA ,slh vuqefr rHkh nh tk;sxh tcfd foLrkj dk;Z ds ifj.kkeLo:i vkfFkZd lÙkk ds dsUnzh;dj.k

dk Hk; ugha gksxkA

blh izdkj 100 djksM+ #i;s ls T;knk lEifÙk okyh laLFkk dsUnzh; ljdkj dh iwoZ vuqefr ds LFkkfir ugha gks

ldrh gS vkSj u la;kstu gh dj ldrh gSA

¼³½ iqu% foØ; dher vuqj{k.k dks jksduk (Prevention of Maintaining Resale Prices): vf/kfu;e dh /kkjk 39

ds vuqlkj dksbZ Hkh O;fDr ,slk izlafonk ;k le>kSrk vius Fkksd ;k QqVdj foØsrkvksa ds lkFk ugha dj ldrkgS] ftlesa U;wure ewY; ij iqu% fcØh djus dks dgk x;k gSA ,slk le>kSrk ;k izlafonk O;FkZ ekuk tk;sxkA

dksbZ Hkh iwfrZdrkZ bl vk/kkj ij viuh oLrq dh iwfrZ ml O;fDr dks ugha jksdsxk ftlesa iqu% foØ; ewY; ls deewY; ij fcØh dh gS ;k mlds }kjk mls iqu% foØ; ls de ewY; ij fcØh djus dh laHkkouk gSA ysfdu ,dkfèkdkj

vk;ksx dks blesa NwV nsus dk vf/kdkj gSA

¼p½ lwpukvksa dks izkIr djus ,oa fujh{kdksa dks fu;qDr djus dk vf/kdkj (Power to obtain Information &

Appointment Inspectors): izfrcfU/kr O;kikfjd i)fr;ksa ds jftLVªkj dks vf/kdkj gS fd og fdlh Hkh i{kls lwpuk,a izkIr dj ysa tks fd le>kSrs esa ,d i{k gS vkSj ftl le>kSrs dk bl vf/kfu;e ds vUrxZr jftLVªs'ku

gksuk Fkk ysfdu ugha fd;k x;k gSA

dsUnzh; ljdkj Hkh fdlh lk/kkj.k ;k fo'ks"k vkns'k ls fdlh Hkh izdkj ds m|eksa dks le;≤ ij lwpukvksa

dks nsus ds fy, vkns'k ns ldrh gSA ;fn dsUnzh; ljdkj dh jk; esa dksbZ m|e ,dkf/kdkjh ;k izfrcU/kkRedi)fr;ksa esa yxk gqvk gSA ;k fdlh m|e ij fu;a=k.k djus dk iz;Ru dj jgk gSA rks og ,sls m|e dh tkap

ds fy, fujh{kd fu;qDr dj ldrh gSA

¼N½ vijk/k ,oa n.M (Offences & Penalties): ;fn dksbZ O;fDr fcuk lwpuk vius m|e dk foLrkj dj ysrk gS

rks mldks ,d yk[k #i;s rd tqekZuk fd;k tk ldrk gSA blh izdkj ;fn dksbZ O;fDr ,slk u;k m|e LFkkfirdj ysrk gS tks vUr% lacaf/kr dh ifjHkk"kk esa vkrk gS ;k fcuk vuqefr ds lfEeJ.k ;k foy; dj ysrk gS rks ,sls

O;fDr;ksa dks ,d yk[k #i;s rd tqekZuk fd;k tk ldrk gS ysfdu ;fn mlds ckn Hkh vijk/k pyrk jgrk gSrks tc rd vijk/k pyrk jgrk gS rc rd ipkl #i;s izfrfnu rd tqekZuk fd;k tk ldrk gSA blh izdkj

;fn dksbZ O;fDr fdlh le>kSrs dks jftLVj ugha djkrk gS ftls bl vf/kfu;e ds vUrxZr jftLVj djkuk Fkkrks ,sls O;fDr ij ,d gtkj #i;s rd tqekZuk fd;k tk ldrk gSA ;fn blds ckn Hkh vijk/k pyrk jgrk gS

rks tc rd vijk/k pyrk jgs ipkl #i;s izfrfnu rd tqekZuk vkSj fd;k tk ldrk gSA ;fn fdlh O;fDr ds}kjk ekaxus ij lwpuk,a ugha nh tkrh gSa rks mldks rhu ekg dh ltk o nks gtkj #i;s tqekZuk ;k nksuksa fd;s

tk ldrs gSaA ;fn xyr lwpuk,a nh tkrh gSa rks 6 ekg rd dh ltk ;k ikap gtkj #i;s tqekZuk ;k nksuksa fd;stk ldrs gSaA

53foi.ku i;kZoj.k

/kkjk 39 o 40 ds vUrxZr ;fn iqu% foØ; ewY; uhfr tkjh j[kh tkrh gS rks ,sls O;fDr dks rhu ekg dh ltk;k 5 gtkj #i;s rd dk tqekZuk ;k nksuksa fd;s tk ldrs gSaA

(i) Hkkjr lqj{kk fu;e (Defence of India Rules): dsUnzh; ljdkj dks Hkkjr lqj{kk fu;eksa ds vUrxZr cgqrgh O;kid vf/kdkj feys gq, gSa ftuds vuqlkj ljdkj fdlh Hkh oLrq ds fuekZ.k] forj.k] Ø; foØ;] ewY;]LVkd vkfn ds laca/k esa vkns'k xtV esa izdkf'kr dj mu vf/kdkjksa dk mi;ksx dj ldrh gSA

(ii) vkS|ksfxd fodkl ,oa fu;eu vf/kfu;e–1951 (Industrial Development & Regulation Act. 1951):blvf/kfu;e ds cukus dk eq[; mís'; dsUnzh; ljdkj }kjk fu/kkZfjr vkS|ksfxd uhfr dks dk;Z:i esa ifj.krdjuk gS ftlls fd fuEufyf[kr ckrsa dh tk ldsaA

(i) vkS|ksfxd fodkl dk fu;eu djuk ,oa ;kstuk izkFkfedrkvksa rFkk y{;ksa ds vuqlkj lk/kuksa ds izokgdks eksM+ nsuk] (ii) ,dkf/kdkj dks nwj j[kuk ,oa /ku ds dsUnzh;dj.k dks jksduk] (iii) ogr Lrjh; m|ksxksadh vuqfpr izfrLi/kkZ ls y?kq Lrjh; m|ksxksa dks laj{k.k nsuk] (iv) u;s m|fe;ksa dks m|ksx LFkkfir djusds fy, izksRlkfgr djuk] (v) fofHké {ks=kksa esa vkS|ksfxd fodkl dk forj.k vf/kd O;kid :i ls djuk]rFkk (vi) vkfFkZd bdkbZ;ksa dh LFkkiuk djuk ,oa vk/kqfud fof/k;ksa ds iz;ksx ls m|ksxksa esa rduhdh ,oavkfFkZd lqèkkj dk iz;Ru djuk gSA ;g vf/kfu;e 8 ebZ] 1952 ls dk;Z'khy gqvk gS rFkk bl le; ;gtEew ,oa d'ehj dks 'kkfey djrs gq, lEiw.kZ Hkkjr esa ykxw gksrk gSA bl vf/kfu;e dh eq[; ckrsafuEufyf[kr gSa%

(1) miØeksa dk iathdj.k ,oa ykblasl

;g vf/kfu;e cgqr ls m|ksxksa tSls] fctyh ds ;a=k] oSKkfud ;a=k] [kknsa] dSfedYl] oL=k] dkxt o xÙkk]ouLifr rsy] Xykl] flxjsV vkfn ij ykxw gksrk gSA bu 38 m|ksxksa dks fcuk dsUnzh; ljdkj ls ykblsalizkIr fd;s u rks LFkkfir fd;k tk ldrk gS vkSj u gh ,slh fdlh LFkkfir bdkbZ dk foLrkj fd;k tkldrk gSA ysfdu ;fn bdkbZ dh LFkk;h lEifÙk;ksa ¼Hkwfe] edku ,oa lEié e'khujh esa fofu;ksx½] 5 djksM+#i;s ds ewY; ls vf/kd u gks rks mldh LFkkiuk ds fy, ykblsal ysus dh vko';drk ugha gSA dsUnzh;ljdkj ykblsal nsrs le; m|ksx dh LFkkiuk dk LFkku ,oa ml m|ksx }kjk fuekZ.k dh tkus okyh oLrqds vkdkj vkfn ds laca/k esa 'krZ yxk ldrh gSA lkFk gh ,sls m|ksx fdlh uohu oLrq dk fuekZ.k ugha djldrs gSa ftldk ykblsal budks ugha feyk gSA

;fn fdlh miØe us feF;k o.kZu djds dsUnzh; ljdkj ls ykblsal ys fy;k gS rks ,sls ykblsal dks jí djusdk vf/kdkj dsUnzh; ljdkj dks gSA ¼/kkjk 10 v½A blh izdkj ;fn ykblsal izkIr dj ysus ds ckn HkhfuèkkZfjr le; ds vUrxZr miØe dh LFkkiuk ugha gksrh gS rks dsUnzh; ljdkj dks ,slh laLFkk ds ykblsaldks fujLr djus ;k mlesa ifjorZu djus dk vf/kdkj gSA ¼/kkjk 12 ½

(2) vuqlwfpr m|ksxksa ;k vkS|ksfxd miØeksa ds ckjs esa tkap

¼/kkjk 15) dsUnzh; ljdkj fdlh Hkh vuqlwfpr m|ksx ;k vkS|ksfxd miØe ds ckjs esa tkap dj ldrh gStcfd (1) mlds mRiknu dh ek=kk esa deh gks jgh gS ;k deh gksus dh vk'kadk gS ;k (2) mldh DokfyVhesa fxjkoV gks x;h gS ;k fxjkoV gksus dh vk'kadk gS ;k (3) fcuk mfpr dkj.kksa ds mudh oLrq ;k oLrqvksads ewY; c<+ jgs gSa ;k c<+us dh vk'kadk gS ;k (4) fdlh jk"Vªh; lk/kuksa dh j{kk dh vko';drk gS ftldkog m|ksx ;k miØe mi;ksx dj jgk gSA

;fn tkap ds ckn dsUnzh; ljdkj larq"V gS fd ,sls m|ksx ;k miØe ds ckjs esa funZs'k fn;s tk,a ftllsfd mRiknu fu;fer gks lds] izeki fu/kkZfjr gks lds] mldk fodkl gks lds] ewY; fu;af=kr gks lds ;kforj.k fu;fer gks lds rks mls ,slk djus dk vf/kdkj gSA

(3) ljdkj }kjk izR;{k izca/k ,oa fu;a=k.k

;fn fdlh vkS|ksfxd bdkbZ dk izca/k larks"ktud ugha gS ;k og bdkbZ ljdkjh vkns'kksa o funZs'kksa dhvogsyuk djrh gS rks ljdkj ,slh bdkbZ dk fu;a=k.k ,oa izca/k 17 o"kZ ds fy, vius gkFk esa ys ldrh gS

foi.ku ds fl)kUr54

loZizFke bl vf/kdkj dk mi;ksx 5 o"kZ rd ds fy, fd;k tk;sxkA ysfdu blds ckn izfr nks o"kZ ds fy,of) dh tk;sxhA blds fy, laln dh LohÑfr ysuk vko';d gSA (/kkjk 18 ,)

fdlh vkS|ksfxd miØe ds laca/k esa ;fn dsUnzh; ljdkj ds ikl i;kZIr izek.k gS rks og fcuk tkap iM+rkydjk;s ,sls miØe dks vf/kdkj esa ys ldrh gSA (/kkjk 18 ,)

(4) oLrqvksa dh iwfrZ] fooj.k] ewY; vkfn ij fu;a=k.k

/kkjk 18 th ds vuqlkj dsUnzh; ljdkj dks ;g vf/kdkj gS fd og oLrqvksa ds mfpr forj.k ,oa ewY;ksa dkmfpr Lrj cuk;s j[kus ds fy, mudh fcØh dks fu;fer ,oa fu;af=kr dj ldsA blds fy, (i) oLrqvksa dh[kjhn ,oa fcØh ds fy, ewY; fu/kkZfjr fd;s tk ldrs gSa] (ii) ykblsal ijfeV vkfn ls forj.k fd;k tkldrk gS] (iii) fcØh dks jksdk tk ldrk gS] (iv) oLrq mRiknu fdlh ,d fuf'pr O;fDr ;k laLFkk dks cspusds fy, dgk tk ldrk gS] (v) oLrq laca/kh vU; O;kikfjd ;k foÙkh; O;ogkjksa dks fu;af=kr fd;k tk ldrkgSA

(5) n.M

;fn dksbZ O;fDr vius miØe dk iathdj.k ugha djkrk gS ;k dksbZ u;k miØe ykblsal ugha ysrk gS ;ku;h oLrq dks mRikfnr djus dh vuqefr ugha ysrk gS ;k oLrq ds forj.k iwfrZ ,oa ewY; laca/kh fn;s x;s vkns'kksadk ikyu ugha djrk gS rks ,sls O;fDr dks 6 eghus dh ltk ;k 5,000 #i;s dk tqekZuk ;k nksuksa fd;s tkldrs gSaA ;fn dksbZ O;fDr vkns'k dh vogsyuk yxkrkj djrk jgrk gS rks ,sls O;fDr dks 500 #i;s izfrfnurc rd tqekZuk fd;k tk ldrk gS tc rd fd og vkns'kksa dh iwfrZ u dj nsA

2. izfrHkwfr vuqca/k fu;eu vf/kfu;e (Securities Contracts Regulation Act, 1956): izfrHkwfr;ksa ds lacaèkesa vokafNr lkSnksa dks jksdus] fodYi O;ogkjksa dks lekIr djus ;k ,slh ijEijk,a Mkyus ds fy, tks vokafNrifjdYiuk dks lekIr djsa vkSj lHkh lkSns fu/kkZfjr fu;eksa ds vuqlkj gksa] ;g vf/kfu;e cuk;k x;k gSAbl vf/kfu;e ds eq[; izko/kkuksa dk o.kZu fuEu izdkj gS%

(i) LdU/k fofue;ksa dh ekU;rk (Recognition of Stock Exchanges): dksbZ Hkh Lda/k fofue; fcuk dsUnzh;ljdkj dh ekU;rk ds dk;Z ugha dj ldrk vkSj u dksbZ u;k Lda/k fofue; dsUnzh; ljdkj dh iwoZvuqefr ds [kksyk tk ldrk gSA

(ii) dsUnzh; ljdkj ds vf/kdkj (Powers of Central Govt.): bl vf/kfu;e esa dsUnzh; ljdkj dks foLrrvf/kdkj iznku fd;s x;s gSaA dsUnzh; ljdkj ekU;rk okfil ns ldrh gSA fofHké izdkj dh lwpuk,aekax ldrh gSA Lda/k fofue; dh izca/k lfefr dqN le; ds fy, can jgus dk vkns'k ns ldrh gSA

(iii) izfrHkwfr;ksa esa lkSns (Dealings in Securities): fodYi O;ogkj voS/kfud ?kksf"kr dj fn;s x;s gSaArRdky lkSnksa dks fu;fer djus dk vf/kdkj ljdkj dks gSA

(iv) Lda/k fofue;ksa dh dk;Z iz.kkyh ij fu;a=k.k (Control of the Working of Stock Exchanges): dsUnzh;ljdkj fofue; ds [kqyus o can gksus dk le; fu/kkZfjr dj ldrh gSA fujarj gLrkUrj.k o cnysdks fu;fer ;k lekIr dj ldrh gSA Qhl] nykyh] tqekZuk vkfn fu/kkZfjr dj ldrh gSA

(v) lnL;rk (Membership): dksbZ Hkh O;fDr tks 21 o"kZ ls de dk gS ;k Hkkjr dk ukxfjd ugha gSfnokfy;k gS ;k mlus ysunkjksa dks iwjk /ku ugha pqdk;k gS ;k tks /kks[kknsgh ;k csbZekuh ds fy, nf.Mrfd;k tk pqdk gS ;k tks izfrHkwfr;ksa ds vfrfjDr vU; O;kikj djrk gS rks ,slk O;fDr LdU/k fofue;dk lnL; ugha gks ldrkA

(vi) fglkc fdrkc dh iqLrdksa dk vuqj{k.k: izR;sd lnL; dks vko';d izys[k] cfg;ka fdrkcsa vkfn 5

o"kZ rd lqjf{kr j[kuh gksaxhA

3. vfxze izlafons ¼fu;eu½ vf/kfu;e] 1952 (Forward Contracts Regulation Act, 1952): vfxze lkSnksa dsfu;eu ds fy, ,d vf/kfu;e vfxze izlafons ¼fu;eu½ vf/kfu;e] 1952 ns'k esa ykxw gSA bl vf/kfu;e dk

55foi.ku i;kZoj.k

mís'; mu vfxze lkSnksa ij izfrca/k yxkuk gS tks tufgr ds fo#) gSaA bl vf/kfu;e ds eq[; izko/kkufuEufyf[kr gSa%

(i) oLrq ;k mit fofue;ksa dks ekU;rk (Recognition of Commodity or Produce Exchanges): oLrq ;kmit fofue;ksa dks vfxze cktkj vk;ksx dh flQkfj'k ij dsUnzh; ljdkj }kjk ekU;rk iznku dhtkrh gSA dsoy ekU;rk izkIr fofue;ksa ij gh vfxze vuqca/k ds lkSns fd;s tk ldrs gSaA dsUnzh; ljdkjekU;rk nsus ds fy, 'krZsa yxk ldrh gSA ,d ckj ekU;rk nsus ds ckn fdlh Hkh fofue; dh ekU;rkdks dsUnzh; ljdkj okil ys ldrh gSA

(ii) vfxze cktkj vk;ksx dh LFkkiuk (Establishment of Forward Markets Commission): tu lk/kkj.kds fgrksa dh j{kk djus o vf/kfu;e ds vUrxZr ekU;rk izkIr la?kksa dh ns[kHkky djus ds fy, vfxzecktkj vk;ksx LFkkfir fd;k tk;sxk ftlesa de ls de 2 o vf/kd ls vf/kd 4 lnL; gksaxsA bldklHkkifr ljdkj euksuhr djsxhA

(iii) dsUnzh; ljdkj ds vf/kdkj (Powers of Central Govt.): bl vf/kfu;e ds vUrxZr dsUnzh; ljdkjdks fuEu vf/kdkj izkIr gSa% (a) vfxze izlafonksa ij jksd yxkus dk vf/kdkj% dsUnzh; ljdkj dksvfèkdkj gS fd fdlh Hkh inkFkZ ;k fdlh LFkku ij ljdkjh xtV esa foKkiu nsdj ekU;rk izkIr la?kksads lnL;ksa ds chp gq, izlafonksa ds vfrfjDr vfxze izlafonksa ij jksd yxk,aA la?kksa dks bl izdkj dsvfxze izlafonsa djus dh vkKk fuf'pr inkFkkZsa] fuf'pr le;ksa o fuf'pr {ks=k ds fy, gh nh tk;sxh](b) lwpuk,a ekaxus dk vf/kdkj% dsUnzh; ljdkj le;≤ ij lwpuk,a o okf"kZd izfrosnu ekaxldrh gS] rFkk bl vfèkfu;e dh /kkjkvksa ds mYya?ku ij n.M Hkh fnyk ldrh gS] (c) lapkydeuksuhr djus dk vfèkdkj% la?kksa dk dk;Z izca/k e.Myksa }kjk pyk;k tkrk gS vr% dsUnzh; ljdkjizR;sd fofue;ksa ij 4 lapkyd rd euksuhr dj ldrh gS (d) fu;eksa esa ifjorZu dk vf/kdkj% ekU;rkizkIr la?kksa ds fu;e] mifu;e o fo/kku] vkfn esa ifjorZu fcuk ljdkj dh vuqefr ds ugha gks ldrkgSA ljdkj Lo;a ,sls fo/kkuksa] fu;eksa o mi fu;eksa esa ifjorZu dj ldrh gS] (e) fofue; dsizca/k e.My dks Hkax djus dk vf/kdkj% izca/k e.My dks ljdkj }kjk Hkax fd;k tk ldrk gSA oekU;rk izkIr la?kksa dks ;k muds lnL;ksa dks dk;Z djus ls jksdk tk ldrk gSA] (f) izlafonksa dks NwVnsus ,oa jksdus dk vf/kdkj% gLrkUrj.kh; fo'ks"k lqiqZnxh izlafons dks vf/kfu;e ls NwV nsuk]LFkkUrj.kh; fo'ks"k lqiqnZxh izlafonksa dks fu;eu ds vUrxZr ysuk ;k ,sls izlafonksa ij izfrca/k yxkuko fdlh vfxze izlafons dks fu;eu ls NwV nsus vkfn dk vf/kdkj ljdkj dks gksxkA ljdkj }kjkvfxze izlafons fdlh oLrq esa jksdk tk ldrs gSaA

(iv) n.M o dk;Zfof/k: ;fn dksbZ O;fDr xyr c;ku ;k xyr lwpuk nsrk gS rFkk ekU;rk izkIr la?kksa dsdk;Z fuyEcu ds nkSjku vfxze izlafons djrk gS ;k vf/kfu;e ds fo#) dksbZ dk;Z djrk gS rks mlsizFke vijk/k ds fy, nks gtkj #i;s rd tqekZuk ;k ,d o"kZ rd dh ltk ;k nksuska fn;s tk ldrsgSaA f}rh; vijk/k ij ltk blls vf/kd gksxhA

4. [kk| feykoV fuokj.k vf/kfu;e] 1954 (Prevention of Food Adulteration Act, 1954): [kk| feykoVfuokj.k vf/kfu;e] 1954 dk eq[; mís'; lkekftd cqjkbZ] [kk| inkFkkZsa esa feykoV] dks jksduk ,oa turkdks 'kq) [kk| oLrqvksa dks fnykuk gSA bl vf/kfu;e dh eq[; ckrsa fuEufyf[kr gSa%

(i) dqN oLrqvksa ds cukus o cspus vkfn ij jksd% dksbZ Hkh O;fDr u rks ,slh oLrq cuk;sxk] u cspsxk] ulaxzg djsxk vkSj u forfjr djsxk tks ¼d½ dksbZ feykoVh [kk| inkFkZ gks] ¼[k½ dksbZ /kks[ks okyh czk.M;k [kk| inkFkZ gks] ¼x½ dksbZ [kk| inkFkZ ftldh fcØh ij LokLF; vf/kdkjh }kjk jksd yxk nh x;hgks] ¼?k½ dksbZ feykoVh oLrq gks] ;k ¼M½ dksbZ [kk| inkFkZ ftldh fcØh ds fy, dksbZ ykblsal ysukvko';d gSA

foi.ku ds fl)kUr56

(ii) dqN [kk| inkFkkZsa ds vk;kr ij jksd% dksbZ Hkh O;fDr ¼d½ feykoVh [kk| inkFkZ] ¼[k½ dksbZ /kks[ks nsusokyh czk.M dk [kk| inkFkZ] ¼x½ dksbZ [kk| inkFkZ ftlds vk/kkj ds fy, ykblsal ysuk vko';d gS]¼?k½ dksbZ [kk| inkFkZ bl vf/kfu;e ds izko/kkuksa ds fo#) gks vk;kr ugha djsxkA

(iii) [kk| fujh{kdksa dh fu;qfDr ,oa vf/kdkj% dsUnzh; ;k izkUrh; ljdkjsa xtV esa izdkf'kr djds [kk|fujh{kdksa dh fu;qfDr dj ldrh gSa ftudks vf/kdkj gS fd os fdlh Hkh foØsrk ;k ,sls O;fDr ls tksoLrqvksa dks ns jgk gS uewuk ys ldrs gSaA bl dk;Z ds fy;s [kk| fujh{kd] tgka ns'kh oLrq,a cu jghgksa ;k laxzg dh x;h gksa ;k j[kh x;h gksa ?kql ldrk gS vkSj ,slh oLrq dk uequk ys ldrk gS ysfdublds fy, ewY; nsuk gksxk tks fd lkekU; ewY; gksxkA blds lkFk&lkFk og iqLrdksa o fdrkcksa dksHkh dCts esa ys ldrk gSA [kk| feykoV fuokj.k fu;e] 1955 ds vuqlkj uewus ysrs le; mldh ek=kkdk /;ku j[kk tk, tks nw/k ds fy, 220 feyh yhVj ?kh o eD[ku ds fy, 150 xzke Nk¡N o vkVsds fy, 125 xzke vkfn ds cjkcj gksuk pkfg,A

(iv) uewus dk fo'ys"k.k ,oa eqdnek% [kk| fujh{kd us tks uewuk fy;k gS og tu fo'ys"kd (Public Analyst)

dks Hkstk tk;sxkA ftldh fu;qfDr dsUnzh; ljdkj ;k izkUrh; ljdkjksa }kjk dh tk;sxhA ;g tufo'ys"kd fu/kkZfjr QkeZ ij viuh fjiksVZ nsxkA fjiksVZ izkIr gkus ij ;fn ;g ik;k x;k fd oLrqfeykoVh gS rks mfpr U;k;ky; esa eqdnek nk;j dj fn;k tk;sxkA U;k;ky; }kjk ,sls ekeyksa esa dels de 6 ekg dh ltk vkSj tqekZuk tks ,d gtkj #i;s ls de ugha gksxk fd;k tk ldrk gSA ysfdu;g ltk rhu o"kZ dh tk ldrh gSA dqN ekeyksa esa de ls de rhu ekg dh ltk ftldks 2 o"kZ rdHkh fd;k tk ldrk gS rFkk de ls de 500 #i;s dk tqekZuk fd;k tk ldrk gSA ;fn jkT; ljdkj}kjk vf/kÑr dj fn;k tk;s rks eqdnesa la{ksi esa Hkh lqus tk ldrs gSaA ,slh fLFkfr esa U;k;k/kh'k dks,d o"kZ rd gh ltk nsus dk vf/kdkj gksxkA

5. ckV ,oa eki eku vf/kfu;e&1976 (Standards of Weights & Measures Act, 1956): ckV ,oa eki ekuvf/kfu;e dk mís'; rksy ,oa eki ds eku LFkkfir djuk rFkk rksy] eki o vU; oLrq,a tks rksy] eki ;kvad ls csph ;k forfjr dh tkrh gS muds vUrjkZT;h; O;kikj ;k okf.kT; dks fu;fer djuk gS ,oa bulslacaf/kr dk;Z djuk gSA bl vf/kfu;e dh eq[; ckrsa fuEufyf[kr gSa%

(i) rksy ,oa eki ekuksa dh LFkkiuk% ckV ,oa eki dh izR;sd bdkbZ eSfVªd iz.kkyh ij vk/kkfjr gksxhA bldsfy, ehVj] fdyksxzke] ,Eih;j] dsyfcZu vkfn dks dke esa yk;k tk;sxkA

(ii) xSj eku okV] eki ;k vad ds iz;ksx rFkk muds cukus ij izfrca/k% xSj eku ds ckV o eku ds iz;ksxij izfrca/k yxk fn;k x;k gSA

dksbZ Hkh O;fDr fdlh Hkh oLrq ds cspus ds fy, Hkko xSj eku ds ckV ,oa eki esa ugha crk ldrk gS]u Nki ldrk gS] u ds'keheksa] fcy ;k chtd vkfn cuk ldrk gSSA ;fn dksbZ ijEijk] jhfr ;k rjhdk,slk gS ftlesa eku ls de ;k vf/kd oLrq dh ekax dh tkrh gS ;k oLrq dh lqiqnZxh dh tkrh gS rksbl izdkj dh ekax ;k lqiqnZxh O;FkZ gksxhA

;fn dksbZ O;fDr ckV] eki ;k vad dks cukrk] csprk ;k forfjr djrk gS ;k mudh ejEer djrkgS rks mldks bl izdkj dh forj.k foØ; ;k ejEer dk fjdkMZ j[kuk gksxkA

(iii) eku midj.kksa dk lR;kiu% izR;sd eku ij izekf.kr gksus dh eqgj yxokuk vko';d gSA ;g eqgjfu/kkZfjr vf/kdj.k }kjk fu/kkZfjr Qhl ysdj yxk;h tk;sxhA ;fn fdlh eku ij eqgj ugha yxh gSrks mldk iz;ksx oftZr gSA lHkh iz;ksx esa vkus okys ekiksa o ckVksa ij ,d fuf'pr le; ds ckn eqgjyxokuk vfuok;Z gSA

(iv) ljdkjh vf/kdkfj;ksa ds vf/kdkj% bl vf/kfu;e ds vUrxZr fu;qDr funs'kd ;k mlds }kjk vf/kÑrdksbZ Hkh O;fDr fdlh Hkh ,sls LFkku ij mfpr le; esa ?kql ldrk gS rFkk rksy] eki ;k mlls lacaf/

57foi.ku i;kZoj.k

kr fjdkMZ dks vius dCts esa ys ldrk gS tgka bl vf/kfu;e ds vUrxZr n.Muh; vijk/k eki ekuds laca/k esa fd;k tk jgk gS ;k fd;s tkus dh laHkkouk gSA ;fn dksbZ vizekf.kr rksy o eki ds ckVik;s tk;saxs rks mudks tCr djus dk vf/kdkj dsUnzh; ljdkj dks gSA

(v) n.M% ;fn dksbZ O;fDr fu/kkZfjr eku ds ekiksa o ckVksa dk mi;ksx ugha djrk gS rks mldks izFke vijkèkij 6 ekg rd dh ltk ;k ,d gtkj #i;s rd tqekZuk nksuksa fd;s tk ldrs gSaA ysfdu f}rh; ockn ds vijk/kksa ij nks o"kZ rd dh ltk o tqekZuk fd;k tk ldrk gSA ¼/kkjk 50½A ;fn dksbZ O;fDrckVksa o ekiksa dks cukrs le; eku dk /;ku ugha j[krk gS rks mldks 2 o"kZ rd dh ltk ;k 5,000

#i;s dk tqekZuk nksuksa fd;s tk ldrs gSaA

6. O;kikj ,oa O;kikfjd fpUg vf/kfu;e&1958 (Trade & Merchandise Marks Act, 1958): Hkkjr esa VªsMekdZds iathdj.k ds fy, ,d vf/kfu;e gS ftldks O;kikj ,oa O;kikfjd fpUg vf/kfu;e] 1958 ds uke lsiqdkjrs gSaA tc dksbZ Hkh fuekZrk viuh oLrq dh igpku dksbZ fpUg ;k uke ;kn j[kus ds fy, dksbZ fpUg]uke] 'kCn] fMtkbu ;k buds lfEeJ.k ls dksbZ fpUg ;k uke cukdj viuh oLrq ij Nki nsrk gS rks mlsczk.M dgrs gSaA ysfdu tc bl czk.M dk iathdj.k bl vf/kfu;e ds vUrxZr djk fy;k gS rks ogka czk.MVªsMekdZ gks tkrk gSA blls fuekZrk ;k foØsrk dks ykHk gksrk gSA vc bl izdkj ds VªsMekdZ dh udy dksbZvkSj ugha dj ldrk gS vkSj blds iz;ksx dk ,dek=k vf/kdkj iathdj.k djkus okys dks fey tkrk gSA

Hkkjr esa bl vf/kfu;e ds vUrxZr VªsMekdZ ds iathdj.k dk dk;Z isVs.V fMtkbal] VªsMekdZ] egkfuns'kd cacbZds }kjk fd;k tkrk gS tks bl vf/kfu;e ds vUrxZr VªsMekdZ jftLVªkj dgykrk gSA budh rhu 'kk[kk ,oan¶rj dydÙkk] enzkl o ubZ fnYyh esa gSaA

7. iSdsftax oLrq fu;eu vf/kfu;e&1976 (Packagad Commodities Regulation Order, 1976): Hkkjrljdkj us 18 tqykbZ] 1975 dks Hkkjr lqj{kk vf/kfu;e ds vUrxZr ,d vkns'k tkjh fd;k ftlds vuqlkjizR;sd iSdst ij oLrq dks iSd djrs le; 'kq) ek=kk] vf/kdre ewY;] cuus dh rkjh[k ,oa fuekZrk dk uke,oa irk gksuk vfuok;Z gSA ;g vkns'k 1 tuojh 1976 ls ykxw fd;k x;kA bl vkns'k dk uke iSdsTM oLrqfu;eu vkns'k] 1975 (Packaged Commodities Regulation Order, 1975) Fkk ysfdu 1 vizSy 1980 ls ;gvkns'k ckV ,oa eki eku vf/kfu;e] 1976 (Standards of Weights & Measures Act) ds vUrxZr dj fn;kx;k gS ftldk eq[; fooj.k fuEu izdkj gSA

1. dksbZ Hkh O;fDr oLrqvksa dks cspus ds fy, iSd ugha djsxk tc rd fd izR;sd iSfdV ij ,d ysfcyfuEu ckrksa ds laca/k esa ugha yxk nsrkA

¼v½ iSfdV ds vUnj oLrq dh igpkuA

¼c½ iSfdV esa j[kh gqbZ oLrq dh ek=kk ;k otu ;k ekiA

¼l½ rkjh[k ftl fnu iSfdV rS;kj fd;k x;k gS] ekg ,oa o"kZ lfgrA

¼n½ iSfdV dk ewY;A

2. dksbZ Hkh O;fDr ,sls iSfdV dks u cspsxk] u forfjr djsxk vkSj u nsxk ftl ij mi;qZDr esa fy[kh gqbZckrsa ugha gSaA

3. iSfdV ;k ysfcy ij tks ewY; fn;k x;k gS mlls vf/kd ewY; ij dksbZ Hkh Mhyj ml oLrq dks ughacspsxkA

4. izR;sd iSfdV ij fuekZrk ;k iSd djus okys dk iwjk uke ,oa iwjk irk gksxkA

5. ysfcy ;k iSdst ij tks fooj.k otu] eki ;k uEcj ds ckjs esa fn;k gS og fdlh Hkh izdkj ls 'krZlfgr ugha gksxkA

foi.ku ds fl)kUr58

6. os oLrq,a ftu ij ljdkjh ewY; fu;U=k.k ykxw gS mu ij fu;af=kr ewY; gh fn;s tk;saxsA

7. iSfdV ds ewY; esa LFkkuh; VSDl 'kkfey ugha gksaxsA

8. iSfdV esa oLrq ds otu dh ?kks"k.kk esa mlds iSfdax lkeku dk otu 'kkfey ugha gksxkA

9. ;fn fdlh oLrq dk jSij (Rapper) ;k vk/kku i=k (Container) cspk tkrk gS rks ml jSij ;kvk/kku i=k ij ;g lwpuk,a nh tk;saxhA

10. ;fn iSfdV ij ldy ek=kk o ewY; fy[kuk vlaHko ;k vO;kogkfjd gks rks iSfdV ds lkFk ,d ysfcy;k eqgj yxk nh tk; ftl ij ldy ek=kk o ewY; fn;k gksA

ljdkj }kjk tkjh foKfIr ds vuqlkj mi;qZDr vkns'k mu oLrqvksa ij ykxw ugha gksrk gS tks fdlh m|ksxesa dPps eky eky ds :i esa dke vkrh gS ;k Fkksd iSfdV ds :i esa csph tkrh gS ;k os oLrq,a tks [kkusds dke esa vkrh gSaA ;g vkns'k cgqr NksVs iSfdVksa ij Hkh ykxw ugha gksrk gSA chM+h vkSj vxjcÙkh bl vkns'kdh lhek ls ckgj gSaA ;g vkns'k mu oLrqvksa ij ykxw gksrk gS tks vke turk ds mi;ksx dh oLrq,a gSa tSlsdkWQh] pk;] [kkus dk rsy] ouLifr rsy] lkcqu] fcLdqV] lhes.V] cPpksa dk nwèk] nokbZ;ka] lkSan;Z izlk/ku oLrq,avkfnA

bl vkns'k ds tkjh gksus ls miHkksDrk dks dkbZ fo'ks"k ykHk ugha gqvk gSA bldk dkj.k ;g gS fd oLrq ijtks vf/kdre ewY; Mkys x;s gSa nqdkunkj mlls dgha vf/kd ewY; LFkkuh; djksa ds uke ls olwy djrk gSAlkFk gh fuekZrkvksa us bl vkns'k dks ykxw gksus ds le; tks ewY; Fks mlls dgha vf/kdre ewY; fu/kkZfjrdj fn;s gSaA bl izdkj ;g vkns'k turk ds fy, vf/kd ykHkdkjh ugha gks jgk gS ;|fi de otu ;k ekidh f'kdk;rksa esa vo'; deh gqbZ gSA

lkoZtfud forj.k iz.kkyh

(Public Distribution System)

lkoZtfud forj.k iz.kkyh ls vFkZ ml iz.kkyh ls gS ftlesa miHkksDrk oLrqvksa dks lkoZtfud :i ls bl izdkj forfjrfd;k tkrk gS fd os lHkh miHkksDrkvksa dks fu/kkZfjr ewY;ksa ij mfpr ek=kk esa izkIr gks ldsA bl iz.kkyh esa ljdkjh lg;ksxvko';d gksrk gS rFkk ljdkj }kjk fu/kkZfjr e/;LFk foØsrk ,slh oLrqvksa dk foØ; djrs gSaA bl izdkj dh iz.kkyh esae/;LFk foØsrk ds ykHk dh ek=kk fuf'pr gksrh gSA oLrqvksa ds foØ; ewY; Hkh fuf'pr gksrs gSa ftuls de ;k vf/kd oLrqdh fcØh ugha dh tk ldrh gSA izR;sd e/;LFk foØsrk dks foØsrk dks fcØh dk iwjk fglkc&fdrkc j[kuk iM+rk gS ftldhle;≤ ij tkap ljdkjh vf/kdkjh djrs jgrs gSaA ;fn e/;LFk foØsrk }kjk dksbZ vfu;ferrk dh tkrh gS rks mldsfo#) vuq'kklukRed dk;Zokgh dh tkrh gS ftlesa mldh nqdku jí dh tk ldrh gSA mldh tek flD;ksfjVh tCr dhtk ldrh gSA rFkk xEHkhj vijk/k esa ns'k ds lkekU; fu;eksa ds vuqlkj n.M Hkh fnyk;k tk ldrk gSA

Hkkjr esa lkoZtfud forj.k iz.kkyh

f}rh; fo'o ;q) ds vkjEHk gksus ds le; rd miHkksDrk oLrqvksa dk forj.k Hkkjr esa lk/kkj.k O;kikfjd lzksrksa&Fkksd] QwVdjfcØh vkfn }kjk larks"ktud :i ls gks jgk Fkk ysfdu ;q) ds dky esa fo'ks"k deh [kk|ku] oL=k] phuh rFkk dkxt vkfndh vuqHko gqbZA bUgha ifjfLFkfr;ksa eas jk'ku O;oLFkk izkjEHk gqbZA xsgwa] pkoy] phuh vkfn inkFkZ ,d lhfer ek=kk esa ljdkj}kjk LFkkfir dh x;h jk'ku dh nqdkuksa ij jk'ku dkMkZsa ij feyus yxsA [kkus dh oLrqvksa dh deh ds lkFk&lkFk diM+sdh deh Hkh gks x;hA blds fy, Hkh diM+s dh nqdkusa eqgYys ds fglkc ls fuf'pr ewY; ij ,d fuf'pr ek=kk esa diM+kfey ldrk FkkA dkxt dh Hkh cgqr Hkkjh deh gks x;h FkhA fo|kfFkZ;ksa dks dkfi;ka [kjhnus ds fy, vkKk i=k ¼ijfeV½feyrs Fks ftuds vk/kkj ij ,d fuf'pr ewY; ij dkxt dh dkfi;ka feyrh FkhaA

;q) lekIr gksus ds i'pkr~ Hkkjr essa Loraa=k jkT; dh LFkkiuk gqbZ okLro esa ;gha ls ewY; dh of) vkSj eqnzk&LQhfr dkbfrgkl vkjaHk gksrk gSA ,slh ifjfLFkfr;ka mRié gks x;ha ftuesa fucZy oxZ ds yksxksa dks muds thou fuokZg dh oLrqvksadk feyuk dfBu gks x;kA bl uohu ifjfLFkfr esa jk'ku iz.kkyh LFkk;h lh cu x;hA [kk|kuksa dh deh yxkrkj pyrh

59foi.ku i;kZoj.k

vk;h vkSj cM+h ek=kk esa [kk|ku vk;kr djds fuf'pr ewY;ksa ij cM+s uxjksa esa jk'ku dh nqdkuksa ls detksj oxkZsa ds yksxksadks ckaVus dk izcU/k djuk iM+kA

blh chp esa le;≤ ij fdlh&fdlh oLrq dh deh gksrh vk;h gS vkSj mlds mfpr ewY; vkSj mfpr ek=kk esa forj.kdk izcU/k dqN fo'ks"k nqdkuksa ij djuk iM+k gSA dqN le; feêh dk rsy feyuk dfBu gks x;k rks bldh fcØh dkizcU/k Hkh jk'ku dh nqdkuksa ij djuk iM+kA dHkh ouLifr ?kh vkSj dHkh ljlksa ds rsy dh deh gks x;h rks bu oLrqvksads fu/kkZfjr ewY; ij fcØh dk izcU/k Hkh jk'ku dh nqdkuksa rFkk dqN vU; nqdkuksa ij djuk iM+kA

orZeku lkoZtfud forj.k iz.kkyh dh fo'ks"krk;sa

(Characteristics of the Present Public Distribution System)

Hkkjr esa orZeku lkoZtfud forj.k iz.kkyh dh eq[; fo'ks"krk;sa bl izdkj gSa%

(i) mfpr ewY; ;k jk'ku dh nqdkusa (Fair Price or Ration Shops): lkjs ns'k esa [kk|kuksa dks mfpr ewY; ij cspusokyh jk'ku dh nqdkusa gSaA budh la[;k yxHkx pkj yk[k gSA bu nqdkuksa ij xsgwa] xsgwa ls cuh gqbZ oLrq,a&vkVk]eSnk] lwth] pkoy rFkk phuh ljdkj }kjk fu/kkZfjr ewY;ksa ij miHkksDrkvksa dks jk'ku dkMZ ds vk/kkj ij ,dfuf'pr ek=kk esa csph tkrh gSA bu nqdkuksa dks mfpr ewY; dh nqdkusa (Fair Price Shops) Hkh dgk tk ldrk gSAbUgha nqdkuksa ij vko';drkuqlkj dHkh&dHkh ouLifr] ljlksa dk rsy] rFkk feêh dk rsy Hkh miyC/k dj fn;ktkrk gSA

(ii) lgdkjh miHkksDrk Hk.Mkj (Consumer's Cooperative Stores): lgdkjh miHkksDrk Hk.Mkj Hkh lkoZtfudforj.k iz.kkyh dk ,d vax gSA bu Hk.Mkjksa esa miHkksDrkvksa dh vko';drk dh oLrqvksa ds lkFk&lkFk d.Vªksydh oLrqvksa dh Hkh fcØh dk izcU/k gksrk gSA bl le; 585 dsUnzh; miHkksDrk Hk.Mkj] mudh 4,310 'kk[kk,a] 15,980

izkFkfed miHkksDrk lgdkjh lfefr;ka] 21 jkT;Lrjh; miHkksDrk QSMjs'ku dk;Z dj jgs gSa] ftUgksaus 1983-84 esa1338 djksM+ #i;s ds ewY; dh fcØh dh gSA

(iii) fu;af=kr diM+s dh fcØh dh nqdkusa (Shops for the Sale of Controlled Cloth): lLrs diM+s dh nqdkuksa dhla[;k mruh vf/kd ugha gS fdUrq fQj Hkh ;g nqdkusa ns'k ds lHkh Hkkxksa esa gSaA bu nqdkuksa ij ljdkj dh lLrsdiM+s dh ;kstuk ds varxZr cuk gqvk diM+k jk'ku dkMkZsa ds vk/kkj ij cspk tkrk gSA

(iv) lkW¶V dksd fMiks (Soft Coke Depots): miHkksDrkvkssa dks mfpr ewY; ij lkW¶V dksd cspus ds fy, ljdkj }kjkekU;rk izkIr dks;ys ds fMiks lc cM+s uxjksa esa dke dj jgs gSa ftudh la[;k 2.45 yk[k gSA bu nqdkuksa dh lgk;rkls bZa/ku dh leL;k lqy>kus esa lqfo/kk gksrh gSA

(v) lqij cktkj (Super Bazar): lqij cktkjksa dh LFkkiuk fnYyh tSls cM+s&cM+s uxjksa esa gks x;h gSA bu Hk.Mkjksaesa rks lk/kkj.k miHkksx dh lHkh oLrq,a miyC/k gksrh gSaA bl le; ;s Hk.Mkj 125 ds yxHkx gSaA ;gka dqN jk'kudh oLrqvksa tSls] diM+k] phuh] [kk|ku vkfn dk foØ; Hkh gksrk gSA

feêh ds rsy ds foØsrk (Kerosene Oil Retail Shops)

bl le; feêh dk rsy fu;af=kr oLrqvksa ds varxZr vkrk gS ftldh fcØh ds fy, yxHkx rhu yk[k foØsrk gSa tks ljdkj}kjk fu/kkZfjr ewY; ij feêh ds rsy dk foØ; djrs gSaA

lkoZtfud forj.k iz.kkyh esa dfBukbZ;ka(Problems of Public Distribution System)

(i) uxjksa rd lhfer& bl le; tks lkoZtfud forj.k iz.kkyh dke dj jgh gS bldk foLrkj lk/kkj.kr;k uxjksard gh lhfer gSA xzkeh.k {ks=kksa esa jk'ku dh nqdkusa ugha gSaA bu {ks=kksa esa nqdkuksa dks igqapkus esa dfBukbZ;ka Hkh gSaAcM+s uxjksa esa iwfrZ ds fy, ljdkjh Hk.Mkj ekStwn gSaA bu Hk.Mkjksa ls xzkeh.k {ks=kksa ds nqdkuksa dh iwfrZ djuk ljydke ugha gSA

foi.ku ds fl)kUr60

(ii) xzkeh.k {ks=kksa ds fy, fu/kkZfjr oLrqvksa dk xkaoksa esa forj.k u gksuk& nwljs] xzkeh.k {ks=kksa ds fudV tks dLcs gSa

muesa [kqys cktkj esa [kk|ku lk/kkj.kr;k feyrs gh jgrs gSa ;|fi muds fy, dbZ ckj vf/kd ewY; nsuk iM+rk

gSA ns'k ds dbZ fgLlksa eas tgka ljdkj us fudV ds uxjksa ls phuh dk dksVk fnyokus dk izcU/k dj j[kk gS] ogka

fLFkfr cM+h fofp=k gSA ftu yksxksa ds uke xkao dk dksVk gS os 'kk;n gh dHkh phuh dLcs ls xkao esa ys tkdj ckaVrs

gSaA vf/kdrj ,slk gksrk gS fd os yksx vf/kd ewY; ij phuh 'kgj esa csp tkrs gSaA [kjhn vkSj fcØh ds ewY; dk

vUrj mudk ykHk cu tkrk gSA

(iii) vU; oLrqvksa dks csps tkus dh vuqefr u gksuk& mfpr ewY;ksa dh nqdkuksa ls fcduh okyh oLrqvksa dh la[;k esa

vkSj vf/kd oLrqvksa dks bPNkuqlkj tksM+ nsuk ljy dk;Z ugha gSA bu nqdkuksa ij fcdus okyh oLrqvksa dks ljdkj

dks LVkWd esa j[kus dh vko';drk gksrh gSa fcuk LVkWd j[ks 'kklu iz.kkyh ugha pyk;h tk ldrh gSA

(iv) iwfrZ de gksus ij ncko c<+ tkuk& jk'ku dh nqdkuksa ds dke djus esa vkSj Hkh dqN ck/kk,a gSaA ftl le; [kk|ku

dh iwfrZ de gksrh gS rks bu nqdkuksa ij dkMZ okyksa dk ncko cgqr cM+ tkrk gS vkSj lkeku nsus esa ?kaVksa yx tkrs

gSaA fdUrq tc [kqys cktkj ls viuh vko';drkvksa dh iwfrZ djus yxrs gSa vkSj dHkh&dHkh rks jk'ku dh nqdkuksa

ij phuh dks NksM+dj vkSj fdlh oLrq dh fcØh ugha jgrhA bu nqdkuksa dks viuk [kpZ fudkyuk eqf'dy iM+ tkrk

gSA

(v) fdLe dk pquko djus esa dfBukbZ& tc [kqys cktkj esa oLrq,a feyrh gSa rks yksx [kqys cktkj dks gh ilan djrs

gSaA jk'ku dh nqdkuksa ls ugha [kjhnuk pkgrs D;ksafd [kqys cktkj esa oLrq dh fdLe dk pquko djus dk volj

izkIr gS tks jk'ku dh nqdku ij ugha gSA

(vi) [kqys cktkj esa dk;Z dj jgs O;fDr;ksa dk lekos'k& bu ckrksa dks /;ku esa j[krs gq, lkoZtfud forj.k iz.kkyh

dks foLrr cukus ds fy, bl ckr ij fopkj djuk Hkh ijeko';d gS fd [kqys cktkj esa dke djus okys [kqnjk

nqdkunkjksa dks fdl izdkj bl iz.kkyh esa lfEefyr dj fy;k tk; rkfd tks yksx jkstxkj esa yxs gSa og yxs jgsa

vkSj iz.kkyh Hkh LFkk;h cu tk;s vkSj oLrq,a lqfo/kkvksa ds lkFk miHkksDrk ds fuokl LFkku ds fudV gh fey tk;sa

vkSj le; Hkh vf/kd u"V u gksA

lkoZtfud forj.k iz.kkyh dh vkykspuk

(Criticism of Public Distribution System)

lkoZtfud forj.k iz.kkyh vPNh gS ysfdu Hkkjr tSls ns'k esa blds lQy gksus esa vk'kadk gSA vr% bldh vkykspuk fuEu

vk/kkjksa ij dh tkrh gS%

(i) [kqnjk O;kikj dk jk"Vªh;dj.k& lkoZtfud forj.k iz.kkyh ,d izdkj ls leLr [kqnjk O;kikj dk ljdkjhdj.k

gSA Hkkjr esa jk"Vªh;Ñr laLFkkvksa dk vuqHko lq[kn ugha gSA vr% ;g iz.kkyh Hkh ykHkizn :i ls py lds blesa

lansg gSA

(ii) vQlj'kkgh& ljdkjh ra=k esa vQlj'kkgh vf/kd pyrh gSA blfy, ,slk ra=k ges'kk vR;f/kd [kphZyk cu tkrk

gSA mu vQljksa dk osru Hkh forfjr oLrqvksa dh ykxr esa 'kkfey fd;k tk;sxk blfy, ^mfpr nj ij uke** jgrs

gq, Hkh miHkksDrk dks oLrq ^^vuqfpr nj** ij gh feysxhA

(iii) ljdkjh ra=k esa Hkz"Vrk& Hkz"Vrk esa ftruh f'kdk;rsa O;kikfj;ksa ds laca/k esa dh tkrh gSa os gh lc f'kdk;rsa ljdkjh

ra=k ds nqdkunkjksa ls ugha iui ldsxhA vHkh rd bldk dksbZ izek.k ugha feyk gSA ftu oLrqvksa dk mRiknu de

gksrk gS os dkys cktkj esa igqap tkrh gSaA vDlj ;g ns[kk tkrk gS fd tks oLrq,a nqyHkZ gks tkrh gSa os lqij cktkj

;k mfpr nj dh nqdkuksa ij Hkh ugha fey ikrh gSaA

61foi.ku i;kZoj.k

fu;kZr lao)Zu(Export Promotion)

fu;kZr lao)Zu dk vFkZ

(Meaning of Sales Promotion)

^^fu;kZr lao)Zu ls vFkZ fu;kZr izksRlkgu ls yxk;k tkrk gS ftlesa fu;kZr of) ds fy, iqjkus fu;kZrdrkZvksa dks rFkk uohudk;ZdrkZvksa dks fu;kZr djus ds fy, izksRlkfgr fd;k tkrk gSA** (i) buds fy, mUgsa uxn lgk;rk nh tkrh gSA (ii) cSadksals _.k iznku fd;s tkrs gSaA (iii) dqN iwathxr ,oa vU; vko';d e'khuksa o dPps eky dks fu;kZr ds cnys esa vk;kr djusdh vuqefr nh tkrh gSA (iv) fu;kZr ds fy, Hksts tkus okys eky o jsy HkkM+s o lkeqfnzd HkkM+s esa NwV nh tkrh gSA (v)

fu;kZr djus okyh laLFkkvksa dks vk;&dj esa NwV ns nh tkrh gSaA

Hkkjr esa fu;kZr lao)Zu dh vko';drk

(Need for Export Promotion in India)

Hkkjr esa fu;kZr lao)Zu dh vko';drk fuEu dkj.kksa ls vf/kd gSA

(i) izfrdwy O;kikj larqyu dks de djus ds fy, (To lessen imbalance in Balance of Trade): Lora=krk izkfIrds i'pkr~ Hkkjr dk O;kikj nks o"kkZsa dks NksM+dj 'ks"k lHkh o"kks± esa izfrdwy (unfavourable) jgk gSA vr% vlarqfyrO;kikj dks larqfyr djus ds fy, fu;kZr lao)Zu dh vko';drk gSA

(ii) fons'kh _.k Hkkj dks de djus ds fy, (To lessen the burden of foreign debt): vlarqfyr fons'kh O;kikj,oa vkfFkZd ;kstukvksa ds ncko us Hkkjr ljdkj ds fy, vko';d dj fn;k fd og fons'kh ljdkjksa o varjkZ"Vªh;laLFkkuksa ls _.k ysA ;g Øe o"kkZsa pyus ds mijkUr fons'kh _.kksa dh ek=kk fnuksa&fnu c<+rh pyh x;h gSA bu_.kksa dh okilh o C;kt vkfn ds Hkqxrku ds fy, vko';d gS fd fu;kZr lao)Zu dh uhfr viuk;h tk;sA

(iii) fodkl ;kstukvksa dh lQyrkvksa ds fy, (For the success of Development Plans): fu;kZr of) dsQyLo:i gh fodkl ;kstukvksa ds fy, vko';d e'khujh o lkt&lTtk vk;kr dh tk ldrh gSA vr% fu;kZrlao)Zu vko';d gSA

(iv) uohu oLrqvksa ds fu;kZr ds fy, (For the Export of New Products): vkfFkZd ;kstukvksa ds varxZr ns'k dsvusd u;s&u;s dkj[kkus LFkkfir gq, gSaA tks ns'k dh vkUrfjd vko';drkvksa dh iwfrZ ds ckn fu;kZr djus esa leFkZgks ldsaxsA vr% ;g mfpr gh gS fd uohu oLrqvksa ls fu;kZr ds fy, dksbZ izksRlkgu dk;ZØe viuk;k tk;sA

(v) LokoyEch vFkZO;oLFkk cukus ds fy, (For the Development of Self Sufficient Economy): ns'k dks fons'kh_.kksa ds Hkkj ls eqfDr fnykus ,oa vkRefuHkZj cukus ds fy, ;g vko';d gS fd fu;kZr c<+k;s tk;saA

fu;kZr of) ds fy, ljdkj }kjk viuk;s x;s mik;

(Measures taken by Govt. to increase Exports)

Lora=krk izkfIr ds ckn ls gh Hkkjr ljdkj us bl laca/k esa iz;kl fd;s gSa rFkk vusd lfefr;ka fcBk;h gSa tSls&xksjsokyklfefr 1949. fMlwtk lfefr 1957] eqnkfy;j lfefr 1961, V.Mu lfefr 1970 rFkk vySDts.Mj lfefr 1977A bulfefr;ksa dh flQkfj'kksa ds QyLo:i fu;kZr of) ds fy, Hkkjr ljdkj us fuEu iz;kl fd;s gSaA

1. O;kikj cksMZ (Board of Trade): ns'k ds fons'kh O;kikj ls lacaf/kr leL;kvkas ,oa uhfr;ksa dh leh{kk djus ,oaviuh lykg dsUnzh; ljdkj dks nsus ds fy, 1962 esa O;kikj cksMZ dh LFkkiuk dh x;h gSA

2. fu;kZr lao)Zu ifj"knsa (Export Promotion Councils): fu;kZr O;kikj esa mi;kstukvksa] mRikndksa ,oa fu;kZrdksads lg;ksx dks izkIr djus ds fy, fu;kZr ifj"knsa LFkkfir dh x;h gSaA ;g ifj"knsa mRikndksa dks fu;kZr of) dsfy, lykg nsrh gSaA vktdy bl izdkj dh 19 ifj"knsa gSa tks vyx&vyx oLrqvksa ds fy, gSa tSls& dktw] lwrhoL=k] js'ke] jklk;fud inkFkZ] [ksy dk lkeku] ekeys] rEckdw] peM+k vkfnA

foi.ku ds fl)kUr62

3. oLrq e.My (Commodity Boards): ljdkj us dqN oLrqvksa ds fy, vyx&vyx oS/kkfud fuxe LFkkfir fd;sgSa ftudk dk;Z viuh&viuh oLrq ds mRiknu fodkl ,oa fu;kZr ds fy, dk;Z djuk gSA ;g oLrq gSa&pk;] dkWQh]byk;ph] jcj o rEckdwA

4. Hkkjrh; fons'kh O;kikj laLFkku (Indian Institute of Foreign Trade): u;h fnYyh esa 1964 esa Hkkjrh; fons'khO;kikj laLFkku ds uke ls ,d laLFkk LFkkfir gks x;h gS ftldk eq[; dk;Z fons'kh O;kikj ds fy, dk;ZdrkZvksadks izf'k{k.k nsuk o fons'kh O;kikj ds laca/k esa cktkj loZs{k.k ,oa vuqla/kku djuk gSA

5. fu;kZr fujh{k.k ifj"kn (Export Inspection Council): fu;kZr ¼fdLe fu;a=k.k ,oa fujh{k.k vf/kfu;e½] 1963

ds vUrxZr] fu;kZr fujh{k.k ifj"kn cuk;h x;h gSA bldk dk;Z fu;kZr ds fy, eky yknus ls iwoZ oLrqvksa dkfujh{k.k djuk gS ftlls fd DokfyVh dh oLrq,a gh fu;kZr gks ldsaA

6. O;kikj fodkl laLFkku (Trade Development Authority): bl laLFkku dh LFkkiuk 18 Qjojh] 1971 esa gqbZgSA bldk dk;Z NksVs ,oa e/;e vkdkj okyh laLFkkvksa ds lkgfl;ksa dks fu;kZr ds fy, izzsfjr djuk rFkk mudksbl dk;Z ds fy, vko';d lgk;rk iznku djuk gSA

7. fu;kZr lk[k ,oa xkj.Vh fuxe (Export Credit and Guarantee Corporation): ;g fuxe 1964 esa LFkkfirfd;k x;k gSA bldk dk;Z fu;kZr laca/kh tksf[ke dk chek djuk ,oa fu;kZrdrkZvksa dks bl laca/k esa vkfFkZd lk[kdh lqfo/kk,a nsuk gSA

8. Hkkjrh; O;kikj esyk ,oa izn'kZuh ifj"kn rFkk okf.kT;d izpkj funs'kky; (Indian Council for Trade

Fair & Exhibitions and Directorate of Commercial Publicity): ifj"kn ,d LFkk;h laLFkk gS ftldk dk;Zns'k o fons'k esa fu;kZr lao)Zu ds mís'; ls fons'kksa esa vkS|ksfxd ,oa O;kikfjd esys ,oa izn'kZfu;ka vk;ksftr djukgS ftlls ogka dh turk Hkkjrh; oLrqvksa ds ckjs esa tku ldsA Hkkjr ljdkj dk okf.kfT;d izpkj funs'kky;Hkh blesa lgk;rk djrk gS vkSj ,d iwjd laLFkk dk ikVZ vnk djrk gSA blds }kjk fons'kksa esa vk;ksftr vU;izn'kZfu;ksa esa Hkkjrh; e.Mi yxrk gS ftlesa Hkkjrh; oLrqvksa dk izn'kZu fd;k tkrk gSA vc ;g dk;Z Hkkjrh;O;kikj esyk izkf/kdj.k (Trade Fair Authority of India) ns[krk gSA

9. fu;kZr xg (Export House): 1 tqykbZ] 1968 ls ljdkj ds }kjk mu izeq[k laLFkkvksa dks ekU;rk iznku dh tkrhgS tks fu;kZr esa vxz.kh gSaA bu ekU;rk izkIr laLFkkvksa dks foi.ku fodkl fuf/k ls ljdkj }kjk mudh vusdfØ;kvksa ds fy, vkfFkZd lgk;rk iznku dh tkrh gSA

10. 'kr izfr'kr fu;kZrksUeq[k bdkb;ksa dh lqfo/kk (Hundred Percent Export-Oriented Units): tuojh 1981

ls ljdkj us 'kr&izfr'kr fu;kZr djus okyh laLFkkvksa dks c<+kok nsus ds fy, ,d ;kstuk ykxw dh gS ftldsvUrxZr bu bdkbZ;ksa dks fu;kZr djus ds fy, lHkh izeq[k laHko lqfo/kk,a nh tkrh gSaA

11. Hkkjrh; iSdsftax laLFkku (Indian Institute of Packaging): ;g laLFkku 1966 esa cEcbZ esa LFkkfir fd;k x;kgSA bldk dk;Z fu;kZr ,oa vkUrfjd lkeku ds iSdsftax dk v/;;u dj méfr ds lq>ko nsuk gSA blds fy,izf'k{k.k izksxzke o fopkjxks"Bh vkfn dh O;oLFkk blds }kjk dh tkrh gSA

12. Hkkjrh; iapk;r ifj"kn (Indian Council of Arbitration): Hkkjrh; iapk;r ifj"kn~ 1965 esa LFkkfir dh x;hgS ftldk dk;Z O;kikfjd fooknksa fo'ks"k :i ls fons'kh O;kikj laca/kh fooknksa dks fuiVkuk gSA

13. leqnzh oLrq fu;kZr fodkl laLFkk (Marine Products Export Development Authority): 1972 esa dksphu esaleqnzh oLrq fu;kZr fodkl laLFkku LFkkfir dh x;h ftldk dk;Z leqnzh oLrq m|ksx dk fodkl] fu;kZrksa dh nf"Vls fo'ks"k :i ls djuk gSA

14. fu;kZr izfØ;u {ks=k (Export Processing Zone): cEcbZ esa lkUrkØqt] dk.Myk] dksphu] enzkl] QkYVk o uks,Mkesa fu;kZr izfØ;u {ks=k LFkkfir fd;s x;s gSaA ftu bdkbZ;ksa dks izos'k fn;k tkrk gS mUgsa viuk 'kr&izfr'kr mRiknufu;kZr djuk vfuok;Z gksrk gSA

63foi.ku i;kZoj.k

15. Hkkjrh; jkT; O;kikj fuxe (State Trading Corporation of India): Hkkjrh; jkT; O;kikj fuxe dh LFkkiukebZ 1956 esa gqbZ gSA bldh LFkkiuk dk mís'; mu oLrqvksa ,oa inkFkkZsa esa vk;kr ,oa fu;kZr djuk gS ftudks fuxefuf'pr djsaA Hkkjrh; jkT; O;kikj fuxe ds dk;kZsa esa lgk;rk iznku djus ds fy, ikap fuxe vkSj xfBr fd;sx;s gSaA (1) ifj;kstuk ,oa miLdj fuxe] (2) gLrf'kYi rFkk gLrdj?kk fu;kZr fuxe] (3) Hkkjrh; dktw fuxe]o (4) jkT; jlk;u ,oa Hks"kt fuxe] (5) Hkkjrh; pk; O;kikj fuxeA blds vfrfjDr [kfut inkFkkZsa ds rFkk/kkrqvksa ds fy, ^[kfut ,oa /kkrq O;kikj fuxe** (Mines & Minerals Trading Corporation) dh LFkkiuk dh xbZgSA

16. O;kikfjd le>kSrs (Trade Agreements): Hkkjr us cgqr ls ns'kksa ls f}i{kh; o cgqi{kh; O;kikfjd le>kSrs fd;sgSa ftuds QyLo:i fu;kZrksa esa of) gqbZ gSA

17. O;kikfjd izfrfuf/k (Trade Representative): Hkkjr ljdkj us fu;kZrksa esa of) djus ds mís'; ls vius 50 lsHkh vf/kd nwrkoklksa dk;kZy;ksa esa O;kikfjd izfrfuf/k;ksa dh fu;qfDr dh gSA bu izfrfuf/k;ksa dk dk;Z mu ns'kksa esaloZs{k.k dj bl ckr dk irk yxkuk gS fd ogka Hkkjr dh fdu oLrqvksa dh ekax gks ldrh gSA

18. fu;kZr dks izkFkfed {ks=k ds :i esa ekU;rk (Export Trade Recognised as a Priority Sector): fu;kZr djusokyh laLFkkvksa dks izkFkfedrk ds vk/kkj ij ljdkj o fjtoZ cSad }kjk lk[k lqfo/kk,a miyC/k dh tkrh gSA mulsde nj ij C;kt yh tkrh gSA cSad ynku ls iwoZ o ynku ds ckn (Pre-Shipment & Post Shipment) nksuksa ijvfxze iznku djrh gSA fjtoZ cSad bl izdkj ds vfxze o _.kksa ij iqufoZr lqfo/kk,a iznku djrh gSA

19. fu;kZr vk;kr cSad (Export-Import Bank): 1 tuojh] 1982 dks fu;kZr vk;kr cSad dh LFkkiuk dh x;h gSftldk dk;Z fons'kh O;kikj esa foÙkh; lqfo/kk,a iznku djuk gSA

20. foi.ku fodkl fuf/k (Marketing Development Fund): Hkkjr ljdkj us tqykbZ 1963 esa foi.ku fodklfuf/k dh LFkkiuk dh gSA bl fuf/k esa ls mu Hkkjrh; mRikndksa o fuekZrkvksa dks foÙkh; lgk;rk iznku dh tkrhgS tks fons'kksa esa Hkkjrh; oLrqvksa ds fu;kZr ds fy, iz;Ru djrs gSaA

21. vU; mik; (Other Methods): fu;kZr of) ds fy, dbZ mik; fd;s x;s gSa tSls& (i) fu;kZr izfØ;k dks ljycukuk] (ii) fu;kZr dh tkus okyh oLrqvksa ds fy, vk;krksa ij de vk;kr 'kqYd yxkuk ;k fcYdqy u yxkkuk](iii) dqN oLrqvksa ds fy, fu;kZr ykblsal vko';d u gksuk] (iv) fu;kZr ds fy, uxn lgk;rk nsuk] vkfnA

fu;kZr of) ds fy, lq>ko

(Suggestions for Export Promotion)

Hkkjr ds fu;kZr O;kikj esa vkSj of) ykus ds fy, fuEufyf[kr lq>ko fn;s tkrs gSa%

(1) fu;kZr foi.ku vuqla/kku (Export Marketing Research): Hkkjr ljdkj] O;kikfjd la?kksa o Hkkjrh; fons'khO;kikj laLFkku vkfn dks foi.ku vuqla/kku djkuk pkfg, vkSj bl ckr dk irk yxkuk pkfg, fd fons'kksa esafdu&fdu oLrqvksa dh ekax gS ftlls fd ml izdkj dh oLrqvksa dk mRiknu dj fu;kZr fd;k tk ldsA

(2) vf/kd ,oa izHkko izpkj (More and Effective Publicity): Hkkjr ljdkj o O;kikfj;ksa dks fons'kksa esa Hkkjrh;oLrqvksa dk foKkiu ,oa izpkj djuk pkfg, ftlls fd ogka ij mRikn dh ekax mRié gks lds vkSj mldks iwjkdj fu;kZrkssa dks c<+k;k tk ldsA

(3) fu;kZr mRiknksa dh fdLe ,oa fMtkbuksa esa lq/kkj (Improveemnt in Quality & Design of Export

Products): fons'kksa esa izfrLi)kZ ls eqdkcyk djus ds fy, Hkkjrh; fuekZrkvksa dks viuh&viuh oLrqvksa dh fdLesao fMtkbuksa esa lq/kkj djuk pkfg, rFkk fdLe fu;a=k.k ij fo'ks"k vka[k j[kuh pkfg, ftlls fd fonsf'k;ksa dksviuh vk'kkvksa ds vuq:i oLrq fey ldsA blls fu;kZr of) dks lgk;rk feysxhA

(4) oLrqvksa dh ykxr esa deh (Reduction in Costs): fuekZrkvksa dks oLrqvksa dh ykxrksa esa deh djuh pkfg, ftllsfd oLrq,a vUrjkZ"Vªh; ykxrksa ij rS;kj gks ldsa vkSj izfr;ksfxrk esa lQyrk izkIr dj ldsaA

foi.ku ds fl)kUr64

(5) fu;kZr izksRlkgu izsj.kk,a (Incentives to Export Promotion): Hkkjr ljdkj dks fu;kZr izksRlkgu ds fy, vkSjvf/kd izsj.kk nsuh pkfg,A blds fy, (1) lgk;rk (2) vk;kr vf/kdkj tSls dkjxj gfFk;kjksa dk vf/kdkf/kdmi;ksx fd;k tk ldrk gSA lgk;rk ls vFkZ fu;kZr dh jde dk ,d fuf'pr izfr'kr fu;kZrdrkZ dks udn nsusls gSA vk;kr vf/kdkj esa fu;kZrdrkZ dks mlds }kjk vftZr fons'kh eqnzk dh ek=kk dk ,d fuf'pr izfr'kr ds ewY;dh oLrqvkas ds vk;kr ds fy, vuqefr ns nh tkrh gSA

(6) foÙkh; o vU; lqfo/kk,a (Financial & Other Facilities): ;|fi fu;kZr djus okys m|ksxksa dks fjtoZ cSad ovU; foÙkh; laLFkkvksa }kjk foÙkh; lgk;rk nh tk jgh gS ysfdu fQj Hkh blesa xfr ykus dh vko';drk gSA bldsvfrfjDr bu m|ksxksa dks dPpk eky o fctyh vkfn dks Hkh izkFkfedrk ds vk/kkj ij miyC/k djk;k tkuk pkfg,ftlls fd os vo#) mRFkku dj ldsa vkSj fu;kZr of) esa viuk iw.kZ ;ksx ns ldsaA

(7) O;kikfjd le>kSrs (Trade Agreements): ftu ns'kksa us fons'kh eky ds vk;kr ij izfrcU/k yxk j[ks gSa mu ns'kksals Hkkjr dks f}i{kh; o cgqi{kh; le>kSrs djus pkfg, ftlls fd Hkkjrh; eky ogka izos'k dj lds vkSj dqyfu;kZr c<+ ldsA

65Øsrk O;ogkj

v/;k;&5

Øsrk O;ogkj(Consumer Behaviour)

ifjp;(Introduciton)

Øsrk dk vFkZ oLrq ds Ø; djus okys ls gSA ;g Øsrk nks izdkj ds gksrs gSa & ,d rks os tks oLrqvksa dks dPps eky ds :iesa Ø; djrs gSa( tSls dkj[kkus ds ekfyd }kjk oLrq cukus ds fy, oLrqvksa dks Ø; djuk] nwljs os tks oLrqvksa dks Lo;amiHkksDrk ds fy, Ø; djrs gS ;gka Øsrk dk vFkZ mu miHkksDrkvksa ls gS tks oLrqvksa dks Lo;a miHkksx ds fy, Ø; djrsgSaA foi.ku esa miHkksDrk dh Hkwfedk dk cgqr cM+k egRo gSA blh dkj.k vkt foi.ku miHkksDrk mUeq[kh (Consumer

Oriented) gS vkSj miHkksDrk dks (The Consumer is King) jktk ekuk tkrk gSA foi.ku dh izR;sd fØ;k esa miHkksDrkdk viuk egRoiw.kZ LFkku gSA miHkksDrk foi.ku fØ;kvksa dk dsUnz fcUnw gSA xzkgdksa ls lgh rFkk bfPNr ifj.kkeksa dks izkIrdjus ds mís'; ls mfpr foi.ku feJ.k iznku djuk gh foi.ku jhfr uhfr (Marketing Strategy) dk vfUre mís'; gSØsrk O;ogkj dk v/;;u foi.ku ;kstuk rFkk uhfr dk vk/kkj gksrk gS vr% Øsrk O;ogkj dk v/;;u vR;ar vfuok;Z gSA

Øsrk O;ogkj dk vFkZ(Meaning of Consumer Behaviour)

Ô;ogkj* fof'k"V vkpj.k* vFkok rjhds* dk |ksrd gSA bl nf"V ls oLrqvksa ,oa lsokvksa dh [kjhn ds le; tks vkpj.kØsrkvksa }kjk fd;k tkrk gS ;k fd;k tk ldrk gSA mls Øsrk O;ogkj dh laKk nh tk ldrh gSA foi.ku {ks=k ds fo}kuksadk dguk gS fd & Øsrk O;ogkj og izfØ;k gS tks fdlh oLrq ;k czkaM ds Ø; lEcU/kh fu.kZ;ksa rFkk p;u dks crkrh gSaAvU; 'kCnksa esa] ÞØsrk viuh vko';drkvksa vkSj bPNkvksa dh larqf"V ds fy, D;k] dc] fdruh dSlh] dgk¡ rFkk fdlls oLrq,sa,oa lsok,¡ [kjhnrs gSa vkSj ,slh [kjhn ftl O;ogkj dk ifj.kke gksrh gS] mls Øsrk O;ogkj dgk tk ldrk gSA ÞØsrk ;kmiHkksDrk O;ogkj ls vFkZ miHkksDrkvksa ;k xzkgdksa dh Ø; vknrksa] Ø; izofÙk;ksa] Ø; <axksa o Ø; izsj.kkvksa ds v/;;u lsyxk;k tkrk gSAÞoLrqvksa rFkk lsokvksa dks Ø; djrs le; tks vkpj.k] O;ogkj ;k rjhdk Øsrkvksa@miHkksDrkvksa ds }kjk viuk;k tkrk gSØsrk O;ogkj vFkok miHkksDrk O;ogkj dgykrk gSA

^^nwljs 'kCnksa esa] miHkksDrk O;ogkj ds vUrxZr bu pkj ckrksa dk vè;;u fd;k tkrk gSµ1. miHkksDrk dc (When) Ø; djrsgSa\ 2. Ø; dkSu (Who) djrk gS\ (3) miHkksDrk dSls (How) Ø; djrs gSa\ 4. miHkksDrk dgka (Where) Ø; djrs gSa\

1. miHkksDrk dc Ø; djrs gSa\ (When Consumers Buy?)µfoi.ku izcUèkd dks lcls igys ;g irk yxkuk pkfg,fd miHkksDrk oLrq dks dc Ø; djrs gSa\ ;gka ^dc* ls vFkZ rhu ckrksa ls yxk;k tkrk gS% i. ekSle (Season), ii.

lIrkg dk fnu (The day of the week), o iii. fnu dk le; (The time of the day)A bu rhuksa dk foi.ku esa dkQhegRo gSA bUgha ds vuq:i foi.ku iz;Ruksa dks fu;ksftr fd;k tkrk gSA

dqN oLrq,a ,slh gksrh gSa ftudh ekax fdlh [kkl ekSle esa dkQh gksrh gSA mnkgj.k ds fy,] 'kknh ds ekSle esa crZuksao diM+ksa dh ekax] tkM+ksa esa pk;] dkQh o Åuh diM+s dh ekax] xfeZ;ksa esa BaMs is; inkFkZ dh ekax] vkfnA

foi.ku ds fl)kUr66

ukSdjh oxZ ds O;fDr NqV~Vh okys fnu gh Ø; djrs gSaA vr% foi.ku izcUèkd dks viuk foKkiu NqV~Vh okys fnuls igys okys fnu ;k NqV~Vh okys fnu ds izkr%dky ;k NqV~Vh okys fnu dks djuk pkfg,A

foi.ku esa miHkksDrk ds Ø; dk le; Hkh egRoiw.kZ gSA le; ls vFkZ gS fd miHkksDrk fdl le; Ø; djrk gSµlqcg]nksigj] 'kke o jkf=kA vr% ;g dg ldrs gS fd le;] fnu rFkk ekSle dk foi.ku esa dkQh egRo gSA

2. Ø; dkSu djrk gS\ (Who does the buying?)µØ; djus dk dk;Z dkSu djrk gS blds vUrxZr fuEu rhu rRokssadks 'kkfey djrs gSa i. okLrfod :i esa Ø; dkSu djrk gS\ ii. Ø; djus dk fu.kZ; dkSu ysrk gS\ iii. oLrq dks okLrfod:i esa iz;ksx esa dkSu ykrk gS\ lkèkkj.kr;k cPpksa ds fy, Ø; muds ekrk&firk ds }kjk fd;k tkrk gSA iRuh dsfy, Ø; mlds ifr ds }kjk fd;k tkrk gSA ifr vius fy, Hkh Lo;a Ø; dj ldrs gSaA ,d f'kf{kr ifjokj esaiRuh vius fy,] cPpksa ds fy, o ifr ds fy, Hkh Ø; djrh gSA

foi.ku ij bl ckr dk izHkko iM+rk gS fd Ø; dkSu djrk gS\ tSls Ø; djus okys gksrs gSa mlh ds vuq:i oLrqcuk;h tkrh gS vkSj oSls gh forj.k ekè;e viuk;k tkrk gSA mUgha ds vuq:i leLr foKkiu dk;ZØe] foKkiuvihysa] foKkiu dkih] jsfM;ks vkSj Vsyhfotu foKkiu] vkfn fd;s tkrs gSa rFkk foi.ku uhfr;ka o j.k uhfr;ka viuk;htkrh gSaA ;fn oLrq cPpksa }kjk Ø; dh tkrh gS rks ,slh oLrq esa os lHkh xq.k gksus pkfg, tks cPps pkgrs gSa rFkk foKkiuds foØ; izorZu ds <ax Hkh ,sls gksus pkfg, tks mu rd igqap ldsaA

3. miHkksDrk dSls Ø; djrs gSa\ (How consumer buy?)µmiHkksDrk dSls Ø; djrs gS bldk vlj foi.ku fØ;kvksaij iM+rk gSA miHkksDrk dSls Ø; djrs gSa blds vUrxZr miHkksDrk dh vknrksa rFkk O;ogkj (Habits & Behaviour)

dk vè;;u fd;k tkrk gSA cktkj esa Øsrk fofHkUu rjg ds gksrs gSA

dqN udn [kjhnuk ilUn djrs gSa rks dqN mèkkjA ;fn fdlh LFkku ij mèkkj ysus okyksa dh la[;k vfèkd gS rksO;olk;h dks mèkkjh nsus dh uhfr viukuh pkfg,A ;fn ,slk ugha fd;k x;k rks O;olk;h vius mís';ksa esa lQyugha gksxkA blh izdkj tks miHkksDrk cM+s iSfdax esa oLrq Ø; djuk ilUn djrs gSa mudks oLrq cM+s iSfdax esa nh tkuhpkfg,A O;olk; esa lQyrk ikus ds fy, Ø; vknrksa ,oa O;ogkjksa ds vuqlkj oLrq ,oa ewY; lacaèkh uhfr;ka fuèkkZfjrdh tkrh gSa] foi.ku dk;ZØe cuk;s tkrs gSa] rFkk izcUèkdh; fu.kZ; fy;s tkrs gSaA

4. miHkksDrk dgka Ø; djrs gSa\ (Where consumer buy?)µmiHkksDrk dgka Ø; djrs gS ds vUrZxrµi. miHkksDrk Ø;djus dk fu.kZ; dgka ysrk gS vkSj ii. okLrfod :i ls Ø; dgk¡ ls gksrk gS\ dks 'kkfey fd;k tkrk gSA

izk;% ;g ik;k x;k gS fd miHkksDrk dqN oLrqvksa ds lacaèk esa Ø; djus dk fu.kZ; vius ifjokj ds lnL;ksa ds lkFkcSBdj ?kj ij gh ysrk gSA tSls jsfM;ks] Vsyhfotu] vkfn dqN oLrq,a dks [kjhnus dk fu.kZ; djds oLrq dks Ø; djusugha tkrk gS cfYd mldks tks oLrq fdlh nqdku ;k LVksj ij vPNh yxrh gS mldks Ø; djus dk fu.kZ; ogha nqdkuij ys ysrk gSA dqN ekeyksa esa Ø; djus dk fu.kZ; rks ?kj ij ysrk gS ysfdu czk.M dh ilUn nqdku ij gh djrkgSA ,slh fLFkfr esa oLrq dh iSdsftax vPNh gksuh pkfg,A foKkiu Hkh fd;k tkuk pkfg, ftlls fd miHkksDrkvksadks oLrqvksa dh czk.M dh tkudkjh gks lds vkSj mudks viuh vksj vkdf"kZr fd;k tk ldsA

miHkksDrkvksa dk fu.kZ; LFkku] fuekZrk ,oa eè;LFkksa ds foØ; LFkku lacaèkh fu.kZ;ksa ,oa oLrq lacaèkh fu.kZ;ksa dks izHkkfordjrk gSA

Øsrk O;ogkj ds vè;;u dk egRo

(Importance of Studying Buyer Behaviour)

mRikn vfHkeq[khdj.k (Production Oriented) foi.ku fopkjèkkjk ds vuqlkj vfèkd ls vfèkd è;ku mRiknu rFkk forj.k

ij nsuk pkfg,A bl fopkjèkkjk ds vuqlkj ftruk eky cuk;k tk,xk fcd tk,xkA ijUrq miHkksDrk vfHkeq[khdj.k

(Consumer Oriented) fopkjèkkjk ds vuqlkj foi.ku ds vUrxZr ;fn izcUèkd miHkksDrk larqf"V (Consumer satisfaction)

rFkk miHkksDrk dY;k.k (Consumer welfare) dh rjQ è;ku ugha nsrk og cktkj ls ckgj dj fn;k tk,xkA vkt ds ;qx

esa Øsrk cktkj dk jktk gS (Consumer is the king) blfy, Øsrk O;ogkj ds vè;;u dk egRo vfèkd gks tkrk gSA fuEufyf[kr

fcUnq (Points) Øsrk O;ogkj ds egRo dks Li"V djrs gSaµ

67Øsrk O;ogkj

1. xyk&dkV izfr;ksfxrk (Cut-throat Competition)µizR;sd oLrq ds vusd mRiknd rFkk foØsrk gSaA izR;sd mRiknd

viuh oLrq dks cktkj esa cspuk pkgrk gSA blfy, cktkj esa rhoz izfr;ksfxrk gh ugha] vfirq xyk&dkV izfr;ksfxrk

gS ;kuh foØsrk viuh oLrq dks mRiknu ykxr ls Hkh de dher ij foØ; dj nsrk gSA bl dM+h izfr;ksfxrk ls

ogh mRiknd viuk vfLrRo cpk, j[k ldrk gS ftlus vius Øsrkvkssa ds O;ogkj ds vuqlkj vius foi.ku dk;ZØe

vkSj uhfr;ksa dk fuekZ.k fd;k gksA

2. foØ; lao)Zu fu.kZ; (Sales Promotion Decision)µoLrq ds foØ; of) ds fy, foØ; izorZu lacaèkh uhfr

Øsrk@miHkksDrkvksa ds Ø;&O;ogkj ls dqN lhek rd izHkkfor gksrh gSA bl izdkj Øsrk O;ogkj ds vè;;u ds fcuk

foØ; lao)Zu ds iz;kl lQy ugha gks ldrs gSa( D;ksafd oLrq dkSu [kjhn jgk gS\ fdlds }kjk oLrq [kjhnh tk jgh

gS\ oLrq dh [kjhn ds fu.kZ; dks dkSu izHkkfor dj jgk gSa\ Øsrk oLrq dks fdl le; [kjhn jgk gS\ dgka ls [kjhn

jgk gS\ vkSj dSls [kjhn jgk gS\ vkfn ckrsa foØ; izorZu rFkk izpkj dk;ZØeksa dks izHkkfor djrh gSaA foKkiu

(Advertisement) oS;fDrd foØ; jhfr&uhfr (Personal Selling Strategy) lacaèkh fu.kZ; Øsrk ds O;ogkj ds vkèkkj

ij gh fy, tkrs gSa vr% Øsrk O;ogkj dk vè;;u vR;Ur vfuok;Z gSA

3. mRikn uhfr;ka (Production Policies)µmRifÙk ls lacafèkr jhfr;ksa&uhfr;ksa ds fuèkkZj.k esa Øsrk O;ogkj dk vè;;u

cgqr vko';d gS D;ksafd ;fn foØsrk dks ;g irk py tk, fd mldh oLrq dh iSfdax dks Øsrk cgqr vfèkd ilan

djrk gS blfy, mldh oLrq cktkj esa vfèkd fcdrh gS] rks foØsrk ml oLrq dh iSfdax ;k veqd xq.k ij fo'ks"k

è;ku nsdj vfèkd mRiknu dj ykHkksa esa of) dj ldrk gSA

4. ewY; uhfr;ka (Price Policies)µcktkj esa vusd oLrq,a Øsrkvksa ds }kjk blfy, [kjhnh tkrh gSa fd mu oLrqvksa ls

Øsrk dk lekt esa eku&lEeku c<+rk gSA foØsrk ,slh oLrqvksa dk ewY; vfèkd j[k ldrk gS tSlsµghjs vkSj tokgjkr

dk ewY; cgqr vfèkd gksus ds dkj.k èkuh oxZ budks [kjhnrk gSA ;fn budk ewY; cgqr de gks tk, rks budh ekax

de gks tk;sxh D;ksafd èkuh oxZ fQj budks ugha [kjhnsxkA blh izdkj èkuh oxZ lksus (Gold) ds vkHkw"k.k [kjhnuk

ilUn djrk gS] pkanh ds ugha] D;ksafd Lo.kZ dk ewY; vfèkd gS rFkk blds vkHkw"k.k iguuk lEeku dk izrhd gksrk

gSA oLrq dh izÑfr rFkk mldh lkekftd fLFkfr mldh [kjhn ij izHkko Mkyrh gSA bl izdkj izHkkoh izfr;ksxh

rFkk Lohdkj.kh; dher rFkk forj.k uhfr;ksa ds fodkl esa Øsrk O;ogkj vè;;u cgqr vfèkd mi;ksxh gks

ldrk gSA

5. cktkj fHkUurk;sa (Market Difference)µorZeku cktkjksa esa vusd fHkUurk;sa gksrh gSaA blfy, ,d&lh foi.ku

jhfr;ka&uhfr;ka vkSj dk;ZØe bu cktkjksa dh vko';drkvksa dh iwfrZ ugha dj ldrs gSaA orZeku cktkjksa dh fo'ks"krkvksa

dks ns[krs gq, ;g ugha dgk tk ldrk fd ftl foØsrk ;k QeZ us bl oLrq ds foØ; esa lQyrk izkIr dj yh gS

og foØsrk ;k QeZ nwljh oLrq ds foi.ku esa Hkh lQy gksxhA D;ksafd izR;sd cktkj esa Øsrk vyx&vyx gksrs gSa]

mudh vyx&vyx vko';drk;sa rFkk fo'ks"krk;sa gksrh gSaA izR;sd cktkj esa Øsrk dk O;ogkj (Buyer Behaviour)

rFkk Ø; iz;kstu (Buyer Motive) fHkUu&fHkUu gksrk gS ftldk vè;;u fd;s cxSj foi.ku uhfr;ksa&jhfr;ksa dk fuèkkZj.k

ugha fd;k tk ldrk gSA

Øsrk&O;ogkj ds fuèkkZjd rRo

(Determinants of Buyer Behaviour)

miHkksDrk ;k Øsrk&O;ogkj lnk ,d&lk ugha jgrk gSA mlesa le;≤ ij ifjorZu gksrk jgrk gS] ;g ifjorZu fofHkUu

?kVdksa ds dkj.k gksrk gSA bl izdkj dgk tk ldrk gS fd miHkksDrk ;k Øsrk&O;ogkj dks fuèkkZfjr djus okys cgqr ls

?kVd gSaA

foi.ku ds fl)kUr68

1. euksoSKkfud ?kVd

(Psychological Factors)

ekuoh; O;ogkj fnekxh izfØ;k (Mental Process) dh mit gS rFkk y{; vfHkeq[kh (Goal oriented) gksrh gSA efLr"d iz.kkyh

dh vkèkkjHkwr vko';drk,a] Nfo rFkk lh[kus&fl[kkus tSls 'kCnksa ds ekè;e ls le>k;k tk ldrk gSA

a. vkèkkjHkwr vko';drk,a (Basic needs)µØsrk dh dqN vko';drk,a vkèkkjHkwr gksrh gSa ftudks Øsrk loZizFke iwjk

djuk pkgrk gSA bu vko';drkvksa ds iwjk djus ds ckn gh mldk è;ku vU; oLrqvksa ij tkrk gSA ,- ,l- ekLyks

ds vuqlkj ;g vko';drk,a Øekuqlkj bl izdkj dh gksrh gSaµi. 'kjhj&foKku vko';drk,aµbuesa os

vko';drk,a gksrh gSa ftudks iwjk djuk ekuo thou dks cuk;s j[kus ds fy, vko';d gS( tSls] [kkuk] ihuk] lksuk

vkfnA ii. lqj{kk vko';drk,aµvktdy izR;sd O;fDr 'kkjhfjd lqj{kk rks pkgrk gh gS ysfdu mlds lkFk vkfFkZd

o lkekftd lqj{kk Hkh pkgrk gSA iii. izse vko';drk,aµizR;sd O;fDr vius ikfjokfjd lnL;ksa ls izse djrk gSA

ftl ifjokj esa ftruk vfèkd izse gksrk gS lekt esa mldh mruh gh vfèkd izfr"Bk gksrh gSA iv. lEeku

vko';drk,aµizR;sd O;fDr lekt esa viuk LFkku Åapk pkgrk gSA ;fn mldk LFkku lekt esa uhpk gksrk gS rks

mlds eu esa ghurk dh Hkkouk ?kj dj tkrh gSA mPp lEeku vkRefo'okl dks iSnk djrk gSA v. Lo;a ;FkkFkZokn

dh vko';drkµ;s vko';drk,a vfèkdre f'k{kk rFkk ;ksX;rk izkIr djus ls lacafèkr gksrh gSaA

b. Nfo (Image)µfdlh fo"k; ds lacaèk esa ,d O;fDr ds efLr"d esa tks Nki gksrh gS mldks Nfo dgrs gSaA Nfo ,d

izdkj dh rLohj gS tks ,d O;fDr ds efLr"d esa gksrh gSA bldk vkèkkj okLrfod gks ,slk lHkh voljksa ij laHko

ugha gSA ,d Øsrk dk O;ogkj bl Nfo ls vo'; gh izHkkfor gksrk gSA Nfo dbZ izdkj dh gksrh gSa] tSls i. vkRe&Nfo]

ii. oLrq&Nfo] ,oa iii. czk.M&NfoA i. vkRe&NfoµvkRe&Nfo ,d rLohj gS tks fd ,d O;fDr vius lacaèk esa j[krk

gSA fofHkUu O;fDr;ksa dh fofHkUu vkRe&Nfo;ka gksrh gSaA budk izHkko foi.ku fØ;kvksa ij iM+rk gSA tSls izkbejh

Ldwy ds vè;kid dk O;ogkj ,d fo'ofo|ky; ds izksQslj ls fHkUu gksrk gS] D;ksafd nksuksa dh vkRe&Nfo fHkUu&fHkUu

gSA O;fDr mu oLrqvksa dks Ø; djuk ilUn djrk gS ftldh Nfo mldh vkRe&Nfo ls fey tkrh gSA ii.

oLrq&Nfoµtc ,d O;fDr ,d oLrq ds ckjs esa lksprk gS rks ,d rLohj mlds efLr"d esa vk tkrh gS blh dks oLrq&Nfo

dgrs gSaA ;g Nfo ,d oLrq ds ckjs fofHkUu O;fDr;ksa esa fHkUu&fHkUu gksrh gSA ;g oLrq&Nfo ,d O;fDr ls oLrq

Ø; djus ds O;ogkj ij izHkko Mkyrh gSA iii. czk.M&Nfoµ,d fuekZrk dh ,d czk.M ds ckjs esa ,d miHkksDrk tks

Nki vius efLr"d esa cuk ysrk gS og czk.M&Nfo dgykrh gSA ;g Nfo czk.M ds iz;ksx ls ;k O;fDr;ksa ds dgus

ls ;k fuekZrk dh [;kfr ls ;k oLrq ds iSfdax ls ;k czk.M ds uke ls ;k foKkiu vkfn ls curh gSA

c. lh[kuk (Learning)µ,d miHkksDrk ;k Øsrk ckgjh ?kVdksa ds lkFk&lkFk vkUrfjd ?kVdksa ls Hkh izHkkfor gksrk gSA

bu ?kVdksa esa lh[kuk (Learning) Hkh ,d gSA ,d O;fDr dh izsj.kk,a mldh fØ;kvksa dk funsZ'ku djrh gSaA os fØ;k,a

tks mldh izsj.kkvksa ls esy [kk tkrh gSa mudks iwjk djus ls mldks larqf"V o izlUurk gksrh gSA

lh[kus dk rjhdk vuqdwyu (Conditioning) gSA ckj&ckj nqgjkuk o vuqdwyu lh[kus esa lgk;d gksrs gSaA ysfdu

;g nksuksa izsj.kkvksa ij vkèkkfjr gSaA ;fn oLrq Øsrk dh izsj.kk ds vuqlkj gS rks og mlds ckjs esa lh[k ysrk gSA ysfdu

tks oLrq mldh izsj.kk ds vuqlkj ugha gksrh gS mldks lh[kus esa nsj yxrh gSA ;fn ,d O;fDr ds nkrksa esa ikuh yxrk

gS o ekatrs le; [kwu fudyrk gS rks mldks ml eatu ,oa mlds fuekZrk dk uke ;kn cuk jgrk gS tks ;g foKkiu

djrk gS fd mldk eatu bu nksuksa esa ykHk nsus okyk gSA lkFk gh dqN ukeksa dks vklkuh ls lh[kk (Learn) tk ldrk

gS tSls ^,Lizks* ;k ^,ukflu* ysfdu ;fn bu nokvksa dk uke ^ljnnZ nwj djus dh nok* j[kk tk;s rks mldks ;kn

ugha j[kk tk ldrk gSA

69Øsrk O;ogkj

;fn Øsrk dks fdlh ckr dh ;kn gS vFkkZr~ mlus fdlh oLrq ds ckjs esa lh[kk gS rks mldk O;ogkj ml Øsrk tSlk

ugha gksxk ftlus bl lacaèk esa dqN Hkh ugha lh[kk gSA vr% lh[kuk Hkh Øsrk&O;ogkj dks izHkkfor djrk gSA

bl izdkj ge bl fu"d"kZ ij vkrs gSa fd Nfo ,d euksoSKkfud rF; gS ftlls ,d Øsrk ds oLrq Ø; O;ogkj ij

izHkko iM+rk gSA

2. vkfFkZd ?kVd

(Economic Factors)

vkfFkZd rRoksa ls vfHkizk; mu rRoksa ls gS tks miHkksDrk dh vkfFkZd fLFkfr ls lacafèkr gSa] vkfFkZd rRoksa ds vUrxZr fuEufyf[krrRoksa dks lfEefyr fd;k tkrk gSµ

i. O;fDrxr vk; (Personal income)µO;fDrxr vk; Øsrk dh Ø;'kfDr dks cgqr izHkkfor djrh gSA O;fDr dh vk;;g fuèkkZfjr djrh gS fd miHkksDrk fdl lhek rd oLrqvksa rFkk lsokvksa dks Ø; dj ldrk gSA O;fDr dh vk;

esa of) izk;% mlds miHkksx esa of) djrh gS rFkk dHkh mlds miHkksx esa deh Hkh dj nsrh gS D;ksafd miHkksDrk viuhvk; dk ,d Hkkx gh O;; djrk gS rFkk vk; dk 'ks"k Hkkx cpr ds :i esa j[krk gSA

ii. ikfjokfjd vk; (Family income)µ,d ifjokj dh vk; mldh cpr ,oa Ø; djus ds rjhds dks izHkkfor djrhgSA ;fn ikfjokfjd vk; xjhch dh iafDr (Poverty Line) ls uhps gS rks mudk O;; vk; ls vfèkd gksxk vkSj mudk

Ø;&O;ogkj mu O;fDr;ksa tSlk ugha gksxk ftudh vk; xjhch dh iafDr ls dkQh Åaph gSA

iii. miHkksDrk lk[k (Consumer credit)µ;fn fdlh Øsrk dks dksbZ oLrq mèkkj fey jgh gS rks mldk O;ogkj dqN vkSj

gksrk gSA ysfdu tc oLrq udn feyrh gS rks mldk O;ogkj dqN vkSj gksrk gSA foi.ku esa miHkksDrk&lk[k ,d egRoiw.kZmidj.k gS ftlls cktkj dk fodkl o ladqpu fd;k tk ldrk gSA

iv. vk; dh vk'kk,a (Income expectations)µ;fn fdlh O;fDr dks dqN vk; fudV Hkfo"; esa gksus dh vk'kk gS rksmldk Ø;&O;ogkj dqN fHkUu izdkj dk gksxkA lkèkkj.k rFkk Hkkoh vk; dh vk'kk ,d O;fDr dks vfèkd Ø; djus

dks izsfjr djrh gS tcfd Hkfo"; esa vk; dh laHkkouk u gksus ij de Ø; dh Hkkouk jgrh gSA

v. Lokèkhu vk; (Discretionary income)µ,d ifjokj dh vko';d vko';drkvksa dh iwfrZ ds ckn ;fn mlds ikl

vk; dk dqN Hkkx O;; djus ds fy, cpk jgrk gS rks blh dks ge Lokèkhu vk; dgrs gSaA tSls [kkus] diM+s o edkuds O;; ds ckn ;fn dqN cpk jgrk gS rks muds ikl cgqr&ls fodYi gksrs gSa ftu ij O;; fd;k tk ldrk gSA

Lokèkhu vk; dk ifj.kke vfèkd O;; gksrk gSA bldh foijhr fLFkfr esa miHkksDrk Ø; djus dks Vky ldrk gSA;fn fdlh o"kZ Lokèkhu vk; gS rks QuhZpj] ia[ks] izs'kj dqdj] vkfn dks Ø; djus dk fu.kZ; fy;k tk ldrk gS vU;Fkk

iqjkus QuhZpj] iqjkus ia[ks o iqjkus izs'kj dqdj ls dke pyk;k tk ldrk gSA

lkekftd ?kVd

(Social Factors)

ekuo lkekftd izk.kh (Social animal) gS vkSj mldk O;ogkj rFkk nf"Vdks.k lkekftd ?kVdksa ls izHkkfor gksrk gS tSls

ifjokj] laLÑfr] is'kk rFkk thus dk <ax vkfnA

ifjokj (Family)µifjokj ,d 'kfDr'kkyh gfFk;kj gS tks u dsoy O;fDr ds fu.kZ;ksa dks gh izHkkfor djrk gS cfYd ifjokj

ds lHkh lnL;ksa ds fu.kZ;ksa dks izHkkfor djrk gSA ikfjokfjd <kapk] lkbZt] rFkk nf"Vdks.k O;fDr dh czk.M (Brand) rFkkizkFkfedrkvksa dks fuèkkZfjr djrs gSaA

O;olk;@is'kk oxZ (Occupation Group)µfdlh O;fDr fo'ks"k dk is'kk@O;olk; Ø; O;ogkj dks izHkkfor djrk gSA tSlsodhy ds Øsrk O;ogkj dks vklkuh ls vè;kid ds Øsrk O;ogkj ls foHksnkRed (Differentiate) fd;k tk ldrk gSA dEiuh

fofHkUu O;olk; oxZ ds fy, vyx ls jhfr&uhfr r; dj ldrh gSA

foi.ku ds fl)kUr70

lkekftd oxZ (Social Class)µlekt fofHkUu Lrj dh Jsf.k;ksa (Status Class) esa caVk gqvk gS budk cVokjk vk;q] f'k{kk

rFkk is'ks ds vkèkkj ij fd;k tk ldrk gSA O;fDr;ksa dks rhu oxks± esa j[kk x;k gS mPp] eè;e rFkk fuEu oxZA mPp oxZds vUrxZr tehankj] rFkk m|ksxifr;ksa dks 'kkfey fd;k x;k gSA MkDVj rFkk odhy dks eè;e oxZ esa j[kk x;k gS rFkk

fuEu oxZ esa QSDVjh Jfed dks j[kk x;k gSA

okrkoj.k ?kVd

(Environmental Determinants)

Øsrk O;ogkj cká ?kVdksa }kjk Hkh izHkkfor gksrk gSA cká ?kVdksa ds vUrxZr] jktuSfrd fLFkfr] rduhd] dkuwu rFkk thoupØ 'kkfey gSA

rduhd (Technology)µrduhdh ifjorZu oLrq vFkok mRikn ds pquko esa fHkUurk yk nsrs gSaA miHkksDrk }kjk Vsyhfotu(Television), dEI;wVj (Computer), eksVj dkj (Motor Car) Ø; djrs le; rduhdh fo'ks"kK dh lykg yh tkrh gSA

thou pØ (Life Cycle)µeuq"; dks vius thou dky esa pkj voLFkkvksaµckY;koLFkk (Childhood), ;qokoLFkk (Adolescene),

izkS<+koLFkk (Adulthood) vkSj o)koLFkk (Oldage) ls xqtjuk iM+rk gS tSls&tSls thou pØ esa ifjorZu vkrk gS bl izdkjdk ifjorZu Øsrk O;ogkj dks izHkkfor djrk gS oSls gh euq"; dh :fp] izofr rFkk izkFkfedrkvksa esa Hkh ifjorZu vk tkrk gSA

Øsrk O;ogkj ,oa Ø; izfØ;k(Buyer Behaviour and Buying Process)

Ø; izfØ;k }kjk Hkh Øsrk O;ogkj dks tkuk tk ldrk gS vkSj rnuqdwy foi.ku dk;ZØeksa esa la'kks/ku fd;s tk ldrsgSa Ø; izfØ;k ds vxzfyf[kr ikap pj.k cryk, x, gSaA

bl Ø; fu.kZ; izfØ;k dks FkksM+k ljy :i esa ik¡p pj.kksa esa foHkkftr dj ,d ekMy ds :i esa izLrqr dj ldrs gSaA

Ø; izfØ;k dk ekMy(Model of Buying Process)

pj.k (Stages)

1. vko';drk dh igpku (Need Recognition): Ø; izfØ;k dk igyk pj.k gS fdlh vko';drk dk vuqHkko],d bPNk vFkok dksbZ miHkksx dh leL;k ftldh larqf"V ds fcuk ruko mRiUu gksus yxsA

2. mRikn dh tkudkjh /;ku vkd"kZ.k (Attention/Product Awareness): ,d vR;f/kd O;Lr O;fDr LdwVj;k xkM+h dh vko';drk eglwl djs ftlesa vfQl o vU; LFkku ds vkus tkusa esa le; dh cpr gSA blvko';drk dh igpku gksus ds dkj.k ml O;fDr dk /;ku fdlh LdwVj] eksVj lkbfdy vFkok dkj dh rjQvkdf"kZr gks ;g Hkh gks ldrk gS fd dqN LdwVj o eksVj lkbfdy czkaMksa dh mldks tkudkjh gks] bl lEHkkoukdks Lohdkj djrs gq, Ø; izfØ;k ds igys o nwljs pj.kksa ds chp rhj dks nksuksa fn'kkvksa esa fn[kk;k x;k gSA mRikntkudkjh ds pj.k esa miHkksDrk dks ,sls mRikn dh tkudkjh gksrh gS tks mldh vko';drk iwjh dj ldrk gSA;g tkudkjh miHkksDrk }kjk Lo;a [kkstdj izkIr dh xbZ gks vFkok foØsrk daifu;ksa ds ;k e/;LFkksa ds foKkiu;k O;fDrxr foØ; }kjk feyh gks ldrh gSA

vko';drkdh igpku

Need

Recognition

mRikn dhtkudkjh@

/;ku vkd"kZ.k

Attention/

Product

Awareness

:fp

Interest

fodYiksa dkewY;kadu

Evaluation of

Alternatives

Ø; fu.kZ; ,oaØ; mijkarO;ogkj

Output purchase

Decision and Post

Purchase

Behaviour

I II III VIV

71Øsrk O;ogkj

3. :fp (Interest): :fp efLr"d esa mRiUu gqbZ ,slh fLFkfr dks dgrs gSa tcfd miHkksDrk dks viuh vko';drkds lanHkZ esa miyC/k mRiknksa ds ckjs esa tkudkjh gksA miHkksDrk dh :fp dk vuqeku bl ckr ls yxrk gS fd ogmRikn ds ckjs esa vf/kd lwpuk izkIr djus dk iz;kl djrk gSA ,slh fLFkfr esa miHkksDrk lfØ; :i esa Ø; izfØ;kesa layXu gksrk gS vkSj mRikn ds ckjs es iwjk /;ku nsrk gSA ;fn mldh :fp [kRe gks tkrh gS rks mldk /;kunwljh vksj pyk tkrk gS vkSj Ø; izfØ;k dk vUr gks tkrk gSA

4. fodYiksa dk ewY;kadu (Evaluation of Alternatives): Ø; izfØ;k dk vxyk pj.k fodYiksa dk ewY;kadudjuk gSA blesa fofHkUu fodYiksa ds ykHkksa vkSj dfe;ksa dk ewY;kadu fd;k tkrk gSA vkSj loksZÙke fodYi ds p;udk iz;kl fd;k tkrk gSA bl fØ;k esa Øsrk dk vuqHko o Kku] fe=kksa dh lykg] mRikn ds izfr >qdko] ikfjokfjdlnL;ksa dh jk; vkfn ckrksa dk izHkko iM+rk gSA

5. urhtk&Ø; fo.kZ; ,oa Ø; mijkUr O;ogkj (Output-Purchase Decision & Post-Purchase behaviour):

Ø; fu.kZ;%] Ø; izfØ;k dk vfUre urhtk Ø; ds fu.kZ; rFkk Ø; ds ckn ds O;ogkj ds :i esa izdV gksrk gSAmiyC/k mRikn fdLeksa ds ewY;kadu ds mijkUr miHkksDrk fdlh ,d czk.M ds Ø; dk fu.kZ; ysrk gSA ;fnmiHkksDrk mRikn dks izFke ckj Ø; dj jgk gS rks O;ogkj ds nf"Vdks.k ls ;g tkap Ø; (Trial Purchase) ghle>h tk;sxhA miHkksDrk ml mRikn dks nksckjk Ø; rHkh djsxk tfcd og mlls larq"V gksA

miHkksDrk O;ogkj lEca/kh fl)kar

(Principles of Consumer Behaviour)

;gk¡ ge O;ogkj laca/kh dqN fopkjksa vksj fl)krksa ij la{ksi esa fopkj djsaxs vkSj ;g ns[ksaxs fd buesa miHkksDrkvksa vkSjvkS|ksfxd iz;ksDrkvks ds Ø; laca/kh vkpj.k dgka rd 'kkflr gksrs gSaA ;s fl)kUr fuEukafdr gSa%&

¼v½ LokHkkfod cuke lh[ks gq, (Inherent vs. Learned)

¼c½ HkkoukRed cuke foosdiw.kZ (Emotional vs. Rational)

¼l½ miHkksDrk ,oa mRikn lEca/kh euksoSKkfud fo'ks"krk;sa (Consumer & Product Variables)

¼n½ futh Nfo dk fopkj (Concept of Self Image)

¼;½ lewg izHkko (Group Influence)

¼v½ LokHkkfod cuke lh[ks gq, ¼df=ke½ mís';%

(Inherent Vs. Learned Motives)

vkpj.k ;k O;ogkj laca/kh v/;;u vfHkizsj.kk dh tkudkjh ls 'kq: gksrk gSA ÞvfHkizsj.kß (Motivation) dk vk'k; mlO;ogkj ls gS tks fd fdlh O;fDr dh vUrfuZfgr vko';drkvksa }kjk izsfjr gS vkSj bu vko';drkvksa dks iwjk dj ldusokys y{;ksa dh izkfIr gsrq lapkfyr gksrk gSAÞ* bl izdkj vfHkizsj.k ,d rhu voLFkkvksa okyk pØ (Three stage cycle)

gSA izFker% ,d vko';drk] iz;kstu ;k bPNk gksrh gSA ;g vko';drk ÞnSfgdß gks ldrh gSA ¼tSl fd Hkw[k½ vFkok Þlh[khgqbZ Ñf=ke ¼tSls fd lkekftd izfr"Bk ds fy, bPNk½ vko';drk ds }kjk ruko (Tension) mRiUu gksrk gS] tks fQj O;fDrdks pØ dh f}rh; voLFkk lk/ku laca/kh O;ogkj ;k vkpj.k esa tks fd ruko dks ?kVk;sxk vkSj vko';drk dh iwfrZ djsxk]<dsy nsrk gSA rhljh voLFkk] Þvko';drk dh iwfrZ djus okys y{;ksa dh izkfIrß gSA mnkgj.kkFkZ] ,d O;fDr dks vkd"kZdm|ku dh vko';drk gSa ;g vko';drk vkpj.k gks dk;Z dk fu;kstu djuk ,oa ?kkl ds cht] moZjd vkSj midj.kksadk pquko djuk mRiszfjr djrh gSA og cht cksdj vkSj mldh of) dh ns[kHkky djds vius y{; dh izkfIr djrk gSA

O;ogkj laca/kh ,d izkphu fl)kar ds vuqlkj ekuoh; fØ;k dqN ewy izofr;ksa ij vk/kkfjr gksrh gS] tksfd euq";ksa esa ik;h

* Motivation may be defined as "Behaviour that is insitigated by needs within the individual and is directed toward goals that can satisfy

these needs."

— Clifford T Morgan: Introduction to Psychology, p. 56

foi.ku ds fl)kUr72

tkrh gSA vr% foi.kudrkZ lgt fo'ks"krkvksa dh ,d lwph cuk;k djrs Fks vksj ;g ns[kk djrs Fks fd dkSu lh fo'ks"krk;samuds mRiknksa ds Ø; dks izHkkfor djrh gSaA fdUrq ;g fl)kUr viw.kZ izekf.kr gqvk] D;ksafd blls ;g Li"V ugha gks ldkfd D;ksa nks O;fDr ;k nks lewg fn;s gq, mRiknksa] czkaMksa] foKkiuksa ;k Hk.Mkjksa ds izfr fofHkUu izdkj ls izfrfØ;k,sa fn[kkrsgSaA bl fl)kUr dh viw.kZrk;sa eq[;r% bl rF; ds dkj.k Fkha fd O;ogkj ij lh[kus fl[kkus dk tks izHkko iM+rk gS mldhblus mis{kk dj nh FkhA

vc dqN le; ls euksfoKkfu;ksa us ;g vuqHko fd;k gS fd ekuoh; O;ogkj okrkoj.k laca/kh ¼vFkok lh[kh gqbZvko';drkvksa ls Hkh mRiszfjr gksrk gS] ek=k lgt nSfgd iz;kstuksa ls ughaA fuLlansg] gekjh Hkkstu] is;] 'kkjhfjd vkjke]lsDl vkSj Loj{kk laca/kh nSfud vko';drk,a cgqr 'kfDr'kkyh gSa] fdUrq muds vfrfjDr gekjh dqN lkekftd vko';drk;saHkh gksrh gSa tSls fd ç'kalk Lohdfr] gSfl;r] çfr"Bk ,oa 'kfDr çkfIr laca/kh vko';drk,aA lkFk gh lh[kh gqbZ ¼izkIr ;kÑf=ke½ vkfFkZd] jktuSfrd ,oa /kkfeZd vko';drk;sa Hkh fØ;k'khy ns[kh tkrh gSaA

nwljh egRoiw.kZ ckr pØ dh nwljh voLFkk&lk/ku :ih O;ogkj (Instrumental behaviour) ds ckjsa esa gSa gekjk vf/kdka'klk/ku O;ogkj ewy izofr dh vis{kk lh[kus fl[kkus ij fuHkZj gksrk gSa mnkgj.kkFkZ ,d f'k'kq Hkw[k yxus ij jks;sxkA ;gfØ;k dk lgt ;k fcuk lh[kk gqvk :i gSA ckn esa f'k'kq ;g lh[k tkrk gS fd jksuk Hkkstu izkfIr dk lk/ku gS vkSj blizdkj ;g ¼jksuk½ vc ,d lh[kk gqvk O;ogkj cu tkrk gSA vf/kd c<+k gkus ij O;fDr ;k Hkw[k larqf"V laca/kh O;ogkjmlds Kku ls vf/kdkf/kd izHkkfor gksus yxrk gSA mnkgj.kkFkZ] mlds /kkfeZd fo'okl ¼lh[kk gqvk O;ogkj½ ekal ds miHkksxdks izHkkfor djrs gSaA mlds lkekftd iz;kstu Hkh mlds oL=k] vkJ;] vkSj lsDl laca/kh O;ogkj dks 'kkflr djus yxrsgSaA foi.kudrkZ ds nf"Vdks.k ls lh[kh gqbZ ¼;k Ñf=ke½ vko';drk;sa LokHkkfod ¼;k nSfgd½ vko';drkvksa dh vis{kkvf/kd egRoiw.kZ gks ldrh gSa o;Ld gksus ds mijkUr fxu pqus iz;kstu gh ,d LokHkkfod ;k fcuk lh[ks rjhds esa larq"Vfd;s tkrs gSaA vr% foi.kudrkvksa dks ;g irk yxkus dh ps"Bk djuh pkfg, fd Ñf=ke iz;kstuksa vkSj Ñf=ke lk/ku&O;ogkj ls fØ;k fdl izdkj izHkkfor gksrh gSA fdUrq ,sls lc iz;kstuksa dks tkuuk vkSj lwphc) djuk 'kk;n vlaHkogksxkA

HkkoukRed cuke foosd;qDr

(Emotional vs. Rational)

Ø; iz;kstuksa dks HkkoukRed ,oa foosd;qDr esa ckaVus dh Hkh ijEijk jgh gSa bl izdkj dk oxhZdj.k vc ls 50 o"kZ iwoZizks- esyfou Vh- dksiySaM dh jpukvksa esa izLrqr fd;k x;k Fkk HkkokRed iz;kstuksa (Emotional Motives) esa Hkw[k] I;kl]lkFkh ds fy, bPNk] oS;fDrd lq[k&lqfo/kk] lqj{kk] gSfl;r] izfr"Bk] xkSjo vkfn lfEefyr gSaA blhfy, rks ,d [kk|fuekZrk ;g foKkfir djrk gS fd mlds 'kq"d [kk| ds czkaM dks vxz.kh f[kykfM+;ksa }kjk iz;ksx esa yk;k tkrk gSA blh izdkjJaxkj izlk/ku cspus okyh QeZ uo;qofr;ksa ls vuqjks/k djrh gS fd mlds mRiknksa dk iz;ksx djds vius lkekftd vkd"kZ.kesa of) djsaA ;s vuqu; (Appeals) HkkokRed Ø; iz;kstuksa ls lacaf/kr gSaA foosd;qDr iz;kstuksa (Rational Motives) dsfuEu mnkgj.k gSa% Ø; ewY; ferO;f;rk] fVdkÅiu] mi;ksfxrk lqfo/kk] fo'oluh;rk ,oa dq'kyrk lca/kh xq.kA mnkgj.kkFkZ],d dkj fuekZrk pkyu dq'kyrk ij cy nsrk gSA xslksfyu cspus okyh daiuh lfnZ;ksa esa vius czkaM dh fo'oluh;rk dhxkj.Vh nsrh gSA ;s vuqu; foosd;qDr iz;kstuksa ls lacaf/kr gSA

HkkokRed ;k foosd;qDr Ø; iz;kstuksa esa Hksn djus dk cgqizpfyr vk/kkj le; o /;ku dh og ek=kk tksfd Ø; esa yxk;htkrh gSa fØ;k laosxh Ø; (Impulse buying) dks HkkokRed iz;kstuksa dh izfrfØ;k ekuk tkrk gSa blds foijhr] foosd;qDrØ; esa lko/kkuh ds lkFk ,d rdZiw.kZfØ;k dk vuqlj.k fd;k tkrk gS] fdUrq Hksn djus dk ;g vk/kkj vkifÙktud gSAmnkgj.kkFkZ ,d lqfoK vkSj prqj [kjhnnkj cgqr 'kh?kz gh fdlh mRikn dks Ø; djus dk fu.kZ; ys ldrk gSA 'kh?kz fu.kZ;ysus ij Hkh mldk fu.kZ; foosd;qDr gS nwljh vksj] ,d O;fDr fdlh mRikn ds Ø; djus esa dkQh le; yxkrk gS D;ksafdog ckj&ckj fopkj djrk jgrk gS fd veqd en dks [kjhnus esa mls D;k çfr"Bk ¼;k lq[k½ feysxkA ;gka Ø; fu.kZ; ysusesa dkQh le; yxkrs gq, Hkh Ø; ÞHkkoukRedß gh dgyk;sxkA ,d vf/kd mÙke vk/kkj og /;ku gks ldrk gS tks fd mRikn

73Øsrk O;ogkj

dh 'kq) nh?kZdkyhu ykxr ij fn;k tk;sA ;fn dksbZ O;fDr tku cw>dj ,d uhph 'kq) ykxr dk mRikn [kjhnus dhps"Vk djs] rks mldk Ø; iz;kstu foosd;qDr dgyk;sxkA ¼;gka ykxr esa fo'oluh;rk] fdLe fVdkÅiu vkfn ds xq.klfEefyr gSa ½A

fdlh Ø; ds nksuska gh iz;kstu gks ldrs gSa & HkkokRed Hkh ,oa foosd;qDr HkhA mnkgj.kkFkZ] ,d fo'ks"k izdkj dh eksVjxkM+h [kjhnusa dk fu.kZ; HkkokRed gks ldrk gS] fdUrq czkaM laca/kh fu.kZ; foosd;qDrA eku yhft;s fd jke ,d ubZ xkM+h[kjhnuk pkgrk gS] rkfd og ';ke ls izfrLi/kkZ dj ldsA cktkj es ,ssls dbZ czkaM lqyHk gSa] tksfd mlds HkkokRed iz;kstudks iwjk djrs gSaaA ifj.kkeLo:i] bu fofHkUu czkaMksa esa ls og foosd ds vk/kkj ij pyrk gqvk ml fo'ks"k czkaM dks pqusxktksfd nh?kZdky esa lcls uhph ykxr okyk izekf.kr gksA Lej.k jgs fd Þfoosd;qDr iz;kstu j[kukß vkSj ßØ; dkfoosdhdj.k (Rationalising a Purchase) vuqiwjd fopkj gSA foosd;qDr iz;kstu fizfrf"Br ,oa lekt vuqeksfnr ekustkrs gSaA Øsrk fdlh oLrq ds Ø; dks mfpr Bgjkus ds fy, ,d foosd;qDr iz;kstu crk fn;k djrk gS] tcfd ;FkkFkZesa mlus oLrq fdUgh HkkokRed dkj.kksa ls [kjhnh FkhA foØsrkx.k bl izdkj ds O;ogkj ls ifjfpr gksrs gSa vkSj blhfy;smuds foKkiuksa esa Ø; ds fy;s foosd vk/kkfjr dkj.kksa ds lkFk&lkFk HkkokRed vihysa Hkh izLrqr dh tkrh gSaA mnkgj.kkFkZÞek:rhß ds fy;s foKkiu esa ,d vk/kqfud vkfQl Hkou ds lkeus [kM+h dkj esa ls Mªkboj dh lhV ls ckgj fudyrs gq,vkd"kZd os"k Hkw"kk esa O;olk; izca/kd dks fn[kk;k tk ldrk gSA foKkiu izfr esa ;g Hkh dgk x;k gks ldrk gS fd bldkj j[kus dk O;; ekewyh gS] O;ikfjd ewY; Åapk rFkk blds fuekZ.k esa cf<;k dkjhxjh dk iz;ksx fd;k x;k gSA fu'p;gh ,slk foKkiu laHkkfor xzkgd dks vius Ø; ds Þfoosdhdj.kß dk volj iznku djrk gSA

foi.kudrkZvksa dks pkfg;s fd iz;kstuksa ds HkkokRed cuke foosd;qDr oxhZdj.k dh nqcZyrkvksa dks vPNh rjg le> ysaA;g oxhZdj.k bl rF; dks Nqik ysrk gS fd O;ogkj esa ;g cgqr ls iz;kstuksa dk la;qDr Qy gSA Åijh vk/kkj izk;% Hkzeesa Mkyus okys gksrs gSA mnkjg.kkFkZ] ,d ubZ dkj dk Ø; izxVr% ';ke vkfn ls Li)kZ djus ds fy, iz;kstu ls izsfjr gS];g ;FkkFkZ esa og Bksl fofu;ksx ds :i esa Hkh gks ldrk gSA ;gka rd fd ,d izxV :i eas foosdiw.kZ O;ogkj ¼tSls fiNyso"kZ dk ekMy iz;ksx djuk½ Hkh HkkokRed vko';drkvksa ls mRizsfjr gks ldrk gSA ;gh ugaha nks O;fDr leku iz;kstu ¼tSlsfd ifjokj ds izfr Lusg½ j[krs gq, Hkh foijhr :i ls vkpj.k dj ldrs gSaA mnkgj.kkFkZ] ,d firk vius ckyksa ds fy;sizR;sd pht cf<+;k Ø; djus ij cy nsrk gS] tcfd nwljk firk ;g lksprk gS fd lLrs oL=k ,oa f[kykSus i;kZIr vPNsgSa] D;ksafd mlds cPps Þ:i;s dh dherß le> ldsaxs vkSj o;Ld thou dh ifjfLFkfr;ksa dk lkeuk djus ds fy, vko';dlkeF;Z vftZr dj ldsaxsA

miHkksDrk ,oa mRikn laca/kh fo'ks"krk;sa

(Consumer vs. Product Variables)

tcfd leLr miHkksDrk O;ogkj vfHkizsfjr gSa] fd;s x;s okLrfod p;u nks euksoSKkfud pyksa] Øsrk dk O;fDrRo vkSj mRikndh fo'ks"krkvksa ls fu/kkZfjr gksrs gSaA mnkgj.k ds fy;s] ,d O;fDr [kkus ds fy;s blfy;s mRizsfjr gks ldrk gS D;ksafd ogHkw[kk gS ;k [kkus dk le; gks x;k gS] fdUrq og D;k pht [kk;sxk] ;g bl izdkj ds vfHkizsj.k ls vlacaf/kr gksxkA og[kkus ds fy, Qy pqu ldrk gS] D;ksafd ;s lgt gh miyC/k gS ;k Qy [kkus dh vknr gS vFkok Qy [kkuk lkekftdijEijk gS ;k dksbZ vU; dkj.k Hkh gks ldrk gSA

Øsrk dk O;fDrRo (Personality of the Buyer)

miHkksDrkvksa dh vknrsa] mudh izKk'kfDr vkSj muds iz;kstu Ø; ds le; mUgsa fofHkUu izdkj ls vkpj.k djus ij foo'kdj nsrs gSaaA ;|fi O;fDr fo'ks"k lHkh ifjfLFkfr;ksa esa leku <ax ls dk;Z ugha djrk gS] rFkkfi vkSlru yksx ,d:irkls gh dk;Z djrs gSaaA ifj.kkLo:i Ø; O;ogkj ds vuqlkj ge miHkksDrkvksa ds fuEukafdr Ng oxZ cuk ldrs gSa%&

¼d½ vknr fu;af=kr czkaM HkDr miHkksDrkvksa dk oxZ

(Habit determined group of brand loyal consumers)

tksfd fiNys Ø;] fd;s x;s mRikn ;k czka.M ls larq"V jgk djrs gSaA

foi.ku ds fl)kUr74

¼[k½ izKk'khy miHkksDrkvksa dk oxZ (Cognitive group of consumers)

tksfd foosdiw.kZ mn~?kks"k.kkvksa ls izHkkfor gksrk gSA

¼x½ dher laKkuh miHkksDrkvksa dk oxZ (Price congnitive group of consumers)

tksfd eq[;r% dher ;k fdQk;r laca/kh rqyuk ds vk/kkj ij fu.kZ; ysrk gSA

¼?k½ laosxh miHkksDrkvksa dk oxZ (Impulse group of consumers)

tksfd HkkSfrd vuqjks/kksa ds vk/kkj ij Ø; djrk gS vkSj czkaM uke ds izfr vis{kr% vlaosnu'khy gksrk gSA

¼p½ HkkokRed izfrdfeZ;ksa dk oxZ (Group of Emotional reactors)

tks mRikn izrhdksa ds izfr laosnu'khy gksrs gSa vkSj Nfo;ksa ;k vkn'kksaZ ls cgqr izHkkfor gSaA

¼N½ u;s miHkksDrkvksa dk oxZ (Group of new consumers)

ftUgksaus vius vkpj.k ds euksoSKkfud eku (Psychological dimensions) dks vHkh fLFkj ugha fd;k gSA

mRikn fo'ks"krk;sa (Product Characteristics)

dqN mRiknksa ds fo'ks"k xq.kksa dk Ø; laca/kh O;ogkj ij euksoSKkfud izHkko iM+rk gSA euksoSKkfud vihy ds lanHkZ esa mRiknksa

ds fuEukafdr N% oxZ fd;s tk ldrs gSa%&

¼d½ izfr"Bk mRikn (Prestige Products): os gSa tksfd cu tkrs gSa u dsoy ;s ,d Nfo ;k oS;fDrd laca/kh xq.k

dks lwfpr djrs gSa oju~ mlds lkFk mudk rknkRE; LFkkfir gks tkrk gSA mnkgj.kkFkZ] ,d izfr"Bk;qDr dkj dk

LokfeRo lQyrk dk izrhd ;k fpUg ek=k ugha gS oju~ lQyrk dk lk{; Hkh gSA egaxs ?kj] dykRed oLrq,a] dqN

if=kdk;sa blh Js.kh esa vkrs gSaA

¼[k½ o;Ldrk mRikn (Maturity Products): os gSa ftUgsa yk{kf.kd :i ls uo;qodksa ls vyx j[kk tkrk gS] D;ksafd

uo;qodksa ds fy, budk iz;ksx djuk lkekftd izFkk ds fo:) gksxkA ifj.kkeLo:i] ,sls mRiknksa dk izkjfEHkd

iz;ksx ;g n'kkZrk gS fd miHkksDrk us izkS<+rk dk ,d fuf'pr Lrj izkIr dj fy;k gSA flxjsV] Jaxkj izlk/ku] 'kjkc

vkfn blh Js.kh esa lfEefyr gSaA

¼x½ gSfl;r mRikn (Status Products): os gSa tksfd vius iz;ksxdrkZvksa ij oxZ fo'ks"k dh lnL;rk Fkksirs gSaA dqN

czk.M blfy, pqus tkrs gSa D;ksafd miHkksDrkvksa dk ;g fo'okl gS fd ,sls czka.M~l iz;ksDrk esa lQyrk] fdLe ;k

vU; xq.k v/;kjksfir (Impute) djrs gSaaA dgk tk ldrk gS fd izfr"Bk mRikn ÞusrkbZß ds lwpd gSa] tcfd

gSfl;r mRikn lnL;rk dsA

¼?k½ m}sx mRikn (Anxiety Products): os gSa tks fdlh oS;fDrd ;k lkekftd /kedh ds fuokj.k ds fy;s pqus tkrs

gSaA bl Js.kh esa lkcqu] lqaxfU/k;ka vkSj jstj lfEefyr fd;s tk ldrs gSaA ;s mRikn vagdkj dh j{kk djrs gSa] tcfd

iwoZof.kZr oxksZa ds mRikn vagdkj esa of)A

¼p½ lq[koknh mRikn (Hedonic Products): os gSa tks fd eq[;r% bfUnz;ksa dh vihy ij fuHkZj gksrs gSaA ;g vihy

rRdkfyd gksrh gS vkSj cgq/kk laosxh Ø; (Impulse buying) dks tUe nsrh gSA bl Js.kh esa uk'rs dh ensa] vusd

izdkj ds oL=k] feBkb;ka vkSj n';xr 'kSyh; xq.k ¼tSls fd fMtkbu o jax½ vkrs gSaA

¼N½ dk;kZRed mRikn (Functional Products): os gSa ftudk lkekftd ;k lkaLÑfrd egRo vYi gksrk gSA

vf/kdka'k eq[; [kk|kUu] Qy o lfCt;ka rFkk vusd bekjrh lkefxz;ka blh oxZ esa vkrh gaSA

izfrLi/kkZRed foi.ku dh n'kk esa mRiknksa dk oxhZdj.k vusd daiuh uhfr;ksa dks fu/kkZfjr dj ldrk gSA

mnkgj.kkFkZ] tgka vgadkj Hkkouk (Ego) dk fodkl fd;k tk ldrk gks] ogha fdlh czkaM esa miHkksDrk dh :fp

mRikn Nfo (Product image) ds vk/kkj ij fufeZr dh tk ldrh gSA Øsrkx.k vknr 'kkflr ugah gSa] fd os lgt

75Øsrk O;ogkj

gh czk.M cny nsaxsA vr% tgka vgadkj dh Hkkouk ekStwn gS] ogka foØsrkvksa dks vfHkizsj.kkRed foØ; (Motiva-

tional Selling) ij cgqr fuHkZj jguk iM+sxkA

ÞLo&Nfoß ,d O;ogkj fu/kkZjd ds :i esa (Role of self image in Behaviour Determination)

ÞLo&Nfoß (Self Image) dk vk'k; ml rjhds ls gS ftleas fd ,d O;fDr Lo;a dks ns[krk gS vkSj lkFk gh ,d ,slk fp=kgS tks ¼mlds erkuqlkj½ vU; yksxksa us mlds ckjs esa dfYir fd;k gqvk gSA dqN lhek rd Lo Nfo fl)kar vU; euksoSKkfud,oa lekt 'kkL=kh; fopkjksa ls ¼ftudk o.kZu Åij fd;k tk pqdk gS½ izHkkfor gksrk gSA mnkgj.k ds fy,] ,d O;fDr dhLo Nfo lgt ,oa Ñf=ke nSfgd] euksoSKkfud ,oa lkekftd vko';drkvksa ls izHkkfor gksrh gSA vkfFkZd o tukafdd ?kVd,oa lkekftd lewg dh fo'ks"krk;sa Hkh ml ij izHkko Mkyrh gSaA

miHkksDrkvksa dh Lo&Nfo;ksa dks fu/kkZfjr djuk ljy dk;Z ugah gS vkSj u gh bUgsa lqifjHkkf"kr Jsf.k;ksa esa j[kk tk ldrkgSA O;fDr;ksa dh Lo Nfo ,d tfVy pht gS vkSj izk;% blesa ijLij fojks/kh rRoksa dk lekos'k gksrk gSA mnkgj.kkFkZ ,defgyk lsØsVjh ,d vksj rks viuh vk; dks ,d dq'ky] izHkko iw.kZ ,oa vewY; O;kolkf;d lEifÙk ds :i esa ns[krh gS]fdUrq nwljh vksj vius dks vkd"kZd] lqlfTtr ,oa okaNuh; efgyk Hkh ekurh gSA ;gha ugha] fofHkUu oxksaZ ds O;fDr fofHkUuLo Nfo;ka j[krs gSaA

;fn ;g ekywe gks tk;s fd O;fDr dh Lo Nfo D;k gS] rks mu y{;ksa dks ekywe fd;k tk ldrk gS tksfd ml O;fDr dsO;ogkj dks 'kkflr djrs gSaA fdUrq /;ku jgs fd ,d O;fDr dh Lo Nfo gesa dosy bruk crkrh gS fd mlds ^y{;Þ D;kgS] ;g ugah crkrh gS fd mldh Lo Nfo tSlh oSlh ÞD;ksa gS vFkok fofHkUu O;fDr;ksa dh Lo Nfo;ka fHkUu&fHkUu D;ksa gksrhgSaA mlls dsoy bruk gh le>us esa lgk;rk feyrh gS fd yksx vius ckjs esa fofHkUu Lo&Nfo;kaa j[krs gSaa gekjk dke gSfd O;fDr Lo Nfo D;k gS] bldk irk yxk;saaA rc gh ge ;g tku ldsaxs fd mlds y{; D;k gSa vkSj cktkj esa mldkO;ogkj D;k gksxk\

lewg izHkko (Group Influence)

vU; yksxksa ds lkFk miHkksDrk ds tks laca/k gksrs gSa muls miHkksDrk ds O;ogkj esa cgqr la'kks/ku gks tk;k djrk gSA euq";,d lkekftd izk.kh gS vkSj lk/kkj.kr% ,dkUr esa ugha jgrkA ifj.kkeLo:i lkekftd lewg Ø; laca/kh O;ogkj ij dkQhizHkko Mkyrk gSA vU; 'kCnksa esa ;gka gekjk laca/k lanHkZ lewg fl)kar (Reference Group Theory) ls gSA ;g fl)karlkekftd oSKkfudksa }kjk cgqr le; ls ekuk tkrk jgk gSA blds vuqlkj bl O;fDr dk O;ogkj ml lanHkZ lewg lsizHkkfor gksrk gS ftlls fd og lEc) gS ;k lEc) gksuk pkgrk gSA lewg dk vkn'kZ (Group norm) ,d ,slh lanHkZvoLFkk cu tkrk gS tksfd O;fDr ds fy, vuqdj.kh; gS vkSj ftlls rqyuk }kjk og viuh dk;Z fu"ifr (Performance)

dk ewY;kadu djrk gSA dksbZ Hkh fu.kZ; ysus ls iwoZ og bl ckr ij fopkj djrk gS fd leku ifjfLFkfr;ksa esa mldk lewgD;k djrk vFkok ;fn og ,d vewd <ax ls fu.kZ; u ysdj fdlh nwljs <ax ls fu.kZ; ys] rks mldk lewg mlds ckjs esaD;k lkspsxkA Li"V gS fd foi.ku izca/kdksa dks ml izHkko dh tkudkjh gksuh pkfg;s tksfd NksVs lanHkZ lewg ,oa cM+slkekftd oxZ miHkksDrk ds Ø; lEcU/kh O;ogkj ij Mkyk djrs gSA

Øsrk O;ogkj ds v/;;u ds <ax(Techniques of Studying Buyer Behaviour)

iszj.kk vuqlU/kku ds fuEu pkj <ax gSa ftueas ls fdlh ,d dks izsj.kk vuqlU/kku djus ds fy, iz;ksx fd;k tk ldrk gSAbUgha <axksa dks Ø; izsj.kk,¡ tkuus dh fof/k;k¡ ;k miHkksDrk O;ogkj ds v/;;u ds <ax ls Hkh dgrs gSaA

izyEcu rduhdsa

(Projective techniques)

Øsrk dh Ø; izsj.kkvksa dks tkuus ds fy, bl fof/k dk iz;ksx fd;k tkrk gSA bl fof/k esa Øsrk ls bldh izsj.kkvksa ds ckjsesa izR;{k :i ls ugha iwNk tkrk gS cfYd vizR;{k :i ls ,slh fof/k dk lgkjk fy;k tkrk gS fd ftldks ns[kdj ØsrkLo;a vius O;ogkj ;k Ø; iszj.kk crkus dks izksRlkfgr gks tkrk gS vkSj og vius fopkjksa dks O;Dr dj nsrk gSA bl

foi.ku ds fl)kUr76

fof/k esa Øsrk ls vuqjks/k fd;k tkrk gS fd og Lo;a dks fdlh vU; O;fDr dh fLFkfr esa j[ks vkS ;g crk;s fd mldhjkT; esa og vU; O;fDr bl foKkiu] oLrq ;k vU; foKkiu dh ckr ds ckjs esa D;k lkspsxk ;k dgsxkA dHkh&dHkh Øsrkls ,d iw.kZr% {kfrjfgr ifjfLFkfr esa viuk fopkj O;Dr djus dks dgk tkrk gSA bl fof/k dks viukus ls Øsrk dh okLrfodHkkouk,¡] iszj.kk,¡ o fo'oklksa dks Kkr fd;k tk ldrk gSA eq[; izyEcu izfØ;k,¡ (Projective techniques) fuEu gS%&

1- fpÙk dk vkRe&Kku lEcU/kh ijh{k.k (Thematic apperception test): ijh{k.k dh bl fof/k esa fp=kksa dkiz;ksx gksrk gSA blesa mÙkj nsus okys dks ,d&,d djds rLohjsa nh tkrh gSa vkSj mlls rLohj ds lEcU/k esa dgkuhlqukus ds fy, dgk tkrk gSA tks dqN mlds }kjk dgk tkrk gSA mldks ,d fo'ks"kK vafdr dj ysrk gS tks cknesa budk fo'ys"k.k djrk gSA ;gk¡ tks dqN mÙkj] mÙkj nsus okys }kjk fn;k tkrk gS og mldk Lo;a dk ugha gksrkgS cfYd og ml rLohj ds ckjs esa gSa tks mldh Hkkoukvksa dks O;Dr djrh gSaA ml ijh{k.k ds <ax dks fp=k dkvkRe&?kkr lEcU/kh ijh{k.k (T. A. T) Hkh dgrs gSaA

2- okD; iw.kZ ijh{k.k (Sentence completion test): bl rjhds esa mÙkj nsus okys ds le{k dqN okD; j[ks tkrsgSaa vkSj mudks iwjk djus ds fy, dgk tkrk gS( tSls] ÞeSa ûsLdsQs dkWQh dk iz;ksx djrk gw¡ D;ksafd --------------------AÞ ,d O;fDr Þdksdk dksyk blfy, ilUn djsxk D;ksafd --------------------------AÞ bu okD;ksa dks iwjk djrs le; ,dO;fDr viuh izsj.kkvksa dks iznf'kZr djrk gSA

3- dkVwZu ijh{k.k (Cartoon test): bl i)fr esa mÙkj nsus okys ds le{k ,d dkVwZu o viw.kZ 'kh"kZd j[ks tkrs gSavkSj mlls ;g dgk tkrk gS fd og dkVwZu dks ns[k viw.kZ 'kh"kZd okD; dks iwjk djsA ,slk djus esa ;g le>ktkrk gS fd og viuh vkUrfjd izsj.kkvksa dks O;Dr dj jgk gSA

4- 'kCn&la;ksx ijh{k.k (Word association test): ;g ,d izdkj dk [ksy lk gSA blesa oLrq ds lEcU/k es ,d'kCn vuqlU/kkudrkZ }kjk dgk tkrk gS vkSj mÙkj nsus okys ls ;g vis{kk dh tkrh gS fd og ml 'kCn dks crk;stks lcls igys efLr"d esa mÙkj nsus ds fy, vkrk gSA blesa mÙkj nsus ds fy, dqN lsd.M gh fn;s tkrs gSaA

5- ;qxy&fp=k ijh{k.k (Paired pictures test): ijh{k.k ds bl <ax esa rLohjkas ds tksM+ dk iz;ksx gksrk gSA mÙkjnsus okys ds le{k nks rLohjsa j[kh tkrh gSa tks ,d&nwljs ls fHkUu gksrh gSa vkSj mlls dgk tkrk gS fd buesa lsfdlh ,d ds ckjs esa fVIi.kh djsA mnkgj.k ds fy,] ,d O;fDr ds le{k nks rLohjsa j[kh tkrh gSa ftuesa ls ,drLohj es ,d ;qorh fQfyi jsfM;ks ds cVu dks [kksyrh gqbZ fn[kk;h tkrh gS vkSj nwljs esa cq'k jsfM;ks ds cVu[kksyrh gqbZA vc mlls dgk tkrk gS fd og buesa ls fdlh Hkh ;qorh ds ckjs esa dqN dgsA ,slk djus ls mlO;fDr dh vkUrfjd iszj.kk dk irk yx tkrk gSA

lk{kkRdkj rduhdsa

(Interview Techniques)

izsj.kk vuqlU/kku ds bl rjhds dk mi;ksx cgqr vf/kd fd;k tkrk gSA bleas HksaVdrkZ mÙkj nsus okys ls lgt okrkoj.kesa ckrphr djrk gS vkSj mlds }kjk tks Hkh crk;k tkrk gS mldks fy[k ysrk gS A mÙkj nsus okyk ckrphr djrs le;izlax ls gV tk; blfy, mldks Vksdk tk ldrk gS vU;Fkk mÙkj nsus okys dks Vksdk ugha tkrkA bl i)fr ls iz'u djusls xgjkbZ rd igq¡p ldrs gSa rFkk oLrqvksa dh dfe;ksa ,oa vkykspukvksa dk Hkh irk yxk ldrs gSaA blhfy, bldks xgulk{kkRdkj iz.kkyh Hkh dgrs gSA bl i)fr ls fudkys gq, fu"d"kZ vf/kd fo'oklizn ekus tkrs gSaA ysfdu blesa vko';drkbl ckr dh gS fd HksaVdrkZ cgqr gh dq'ky o O;kogkfjd gksuk pkfg, ftlls fd og mÙkj nsus okys ds lkFk ?kqy&feytk;s vkSj lgh lwpuk,¡ izkIr dj ldsA

iz'ukoyh rduhd

(Questionnaire technique)

;g ,d ijeijkxr rjhdk gS ftlesa dqN iz'uksa dh iz'ukoyh cuk;h tkrh gS vkSj fQj mldks dqN pqus gq, miHkksDrkvksads ikl bl izkFkZuk ds lkFk Hkst fn;k tkrk gS fd os ml iz'ukoyh dks Hkj dj Hkst nsaA dHkh&dHkh miHkksDrk bl iz'u

77Øsrk O;ogkj

dk mÙkj Hkstuk Vky tkrk gS ;k og mlds Hkstus esa :fp ugha ysrk gS ;k mldh le> esa iz'u gh ugha vkrs rks ,slh fLFkfres vuqlU/kkudrkZ dks Lo;a gh mu miHkksDrkvksa ls lEidZ LFkkfir djuk pkfg, rFkk lwpuk,¡ izkIr djuh pkfg,A

vuqHko ,oa Kku rduhd

(Experience and Knowledge technique)

foi.ku vf/kdkjh dk vuqHko o Kku Hkh Ø; iszj.kkvksa dk irk yxkus ds fy, dke esa yk;k tk ldrk gSA os Lo;a gh ;gfu/kkZfjr dj ldrs gSa fd miHkksDrk esa D;k Ø; izsj.kk,a jgh gSaA

Ø;&izsj.kk;sa(Buying-Motives)

^Ø;&iszj.kk* ls vk'k;

(Meaning of Buying Motives)

ÞØ; izsj.kk og 'kfDr gS tks Øsrk dks viuh vko';drkvksa dh lUrqf"V gsrq fdlh oLrq vFkok lsok dks [kjhnus dh izsj.kknsrh gSAÞ fofy;e ts- LVsUVu us fy[kk gS fd Þ,d izsj.kk ml le; Ø;&izsj.kk cu tkrh gS tc O;fDr fdlh oLrq ds Ø;}kjk lUrqf"V izkIr djus dk iz;Ru djrk gSAÞ Mh- ts- M~;wfju ds vuqlkj] ÞØ; izsj.kk,¡ os izHkko vFkok fopkj gSa tks Ø;djus] dk;Z djus vFkok oLrqvksa ;k lsokvksa dh [kjhn es ilUnxh dks fu/kkZfjr djus gsrq iszj.kk iznku djrs gSAÞ1 Li"V gSfd Ø;&iszj.kk* og 'kfDr] izHkko] fopkj] míhiu] pkyd vFkok ykylk gS tks Øsrkvksa dks mudh vko';drkvksa dh lUrqf"Vgsrq fof'k"V oLrqvksa vkSj lsokvksa dks [kjhnus dh izsj.kk nsrh gSAß

Ø;&iszj.kkvksa dk oxhZdj.k

(Classification of Buying Motives)

izR;sd lkekU; O;fDr Lofgr es :fp j[kus okyk gksrk gS vkSj Lo;a dh bPNkvksa] Hkkoukvksa] pkydksa ykylkvksa] lk/kuksa vkSjcqf) ds vuq:i O;ogkj djrk gSA ;gh dkj.k gS fd foi.ku {ks=k esa] fofHkUu izdkj dh Ø;&izsj.kk,¡ vkSj Ø;&O;ogkjfn[kkbZ nsrs gSaA fddZisfVªd us Li"V 'kCnksa esa fy[kk gS fd Þcqfu;knh Ø;&iszj.kk,¡ fdruh gSa u rks bl ij gh erSD; gS vkSju gh inkoyh ijAÞ brus ij Hkh mudk fopkj gS fd Þgj O;fDr viuh lUrqf"V;ksa dks vf/kdre djus dh ,d ek=k cqfu;knhbPNk ls vfHkizsfjr gksrk gSaAÞ2 oLrqr% Øsrkvksa dks vfHkizsfjr djus okyh Ø;&izsj.kk,¡ rhu izsj.kk&;qXeksa esa foHkDr dh tkldrh gSa& ¼1½ vf/kdkj dh bPNk ,oa vuqeksnu dh bPNk] ¼2½ gkfu gksus dk Hk; ,oa ykHk gksus dh vk'kk] rFkk ¼3½ vkuUndk miHkksx ,oa ihM+k fuokj.kA3

pkYlZ ch- jksFk dk fopkj gS fd ÞHkw[k] LoHkko] ;kSu] bZ";kZ] Hk;] Mkg] la?k"kZ] mRlqdrk] lkekftd izHkqRo] izse] vfHkeku] vkjke]yksHk vkSj oS;fDrd izxfr lkekU; izsj.kk,¡ gSaA4 bZ- th- esdkFkhZ dh ekU;rk gS fd Þpsrukvksa dh lUrqf"V (Satisfaciton of

senses), tkfr&laj{k.k (Preservation of Species), Hk;] vkjke vkSj euksjatu] xoZ] feyulkfjrk (Sociability), foy{k.krk(Curiosity) ,oa la?k"kZ (Striving) izeq[k Ø;&izsj.kk,¡ gSaAÞ5 fofy;e th- dkVZj }kjk rS;kj dh xbZ Ø;&izsj.kk lwph crykrhgS fd Þeqnzk vfHk;ku] izkfIr&bPNk (Acquisitiveness), izfr}fU}rk] Jaxkj] LoPNk] laxzg.k ;k ifjxzg] euksfouksn] fuekZ.k]lgp;Z] ekufld laLÑfr] Lohdj.k&izofÙk (Approbativeness), egÙodka{kk] lEeku] Lusg] lkekftd miyfC/k] jksekUl]

1 "Buying motives are those influences or considerations which provide the impulse to buy, induce action or determine choice in the

purchase of goods or services." — D. J. Durian

2 Kirk Patrick: "Salesmanship", p. 176, 1970.

3 Ibid., p. 176.

4 Charles B. Roth: 'Prefessional Salesmanship', p. 73.

5 E. J. McCarthy: Marketing : A Managerial Approach'.

foi.ku ds fl)kUr78

lq[k] lkSUn;Z&:fp;k¡] ;kSu] udy foy{k.krk] Lo&j{k.k] lgkuqHkwfr] vkHkkj (Gratitude), ns'kHkfDr vkfn izeq[k Ø;&izsj.kk,¡gSA6

eSfYou ,l- gSVfod us Ø;&izsj.kkvksa dks fuEu nks Jsf.k;ksa esa oxhZÑr fd;k gSA

1- izkFkfed Ø;&izsj.kk,¡ (Primary Buying Motives)— buesa [kkuk o ihuk] lq[k] foijhr ;kSukd"kZ.k] fiz;tuksadk dY;k.k] Hk; o [krjs ls eqfDr] Js"B cuus dh bPNk] lkekftd vuqeksnu] nh?kkZ;q vkfn dks lfEefyr fd;kx;k gSA

2- xkS.k vFkok lgk;d Ø;&izsj.kk,¡ (Secondary Buying Motives)— buesa lkSnsckth] lwpuk] LoPNrk]dk;Zdq'kyrk] lqfo/kk] fuHkZjrk] fdLe] 'kSyh] lkSUn;Z ferO;f;rk] ykHk] foy{k.krk vkfn dks lfEefyr fd;k tkldrk gSA

lqfo/kk dh nf"V ls Ø;&izsj.kkvksa dks fuEufyf[kr Jsf.k;ksa esa foHkDr fd;k tk ldrk gS& (i) HkkSfrd] euksoSKkfud ,oalkekftd Ø;&izsj.kk;sa( (ii) vftZr ,oa vUroZrhZ Ø;&izsj.kk;sa( (iii) mRikn ,oa laj{k.k Ø;&izsj.kk;sa( (iv) izkFkfed ,oap;ukRed Ø;&izsj.kk;sa( (v) tkx:d ,oa lqIr Ø;&izsj.kk;sa ,oa (vi) foosdkRed ,oa HkkoukRed Ø;&izsj.kk;saA izR;sddk mYys[k bl izdkj gS&

HkkSfrd] euksoSKkfud ,oa lkekftd Ø;&izsj.kk,a

(Physical, Psychological and Sociological buying motives)

miHkksDrk&vfHkizsj.k vuqla/kku dk;Z djus okys O;fDr;ksa dk dguk gS fd miHkksDrk] 'kkjhfjd ;k HkkSfrd] euksoSKkfud ,oalkekftd Ø;&izsj.kkvksa dh izfropu (Response) iznf'kZr djrs gSaA Øsrk&O;ogkj ls lEc) fl)kUr Hkh bu izsj.kkvksads egÙo dks vfHkO;Dr djrs gSaA HkkSfrd fØ;k izsj.kk,¡ Hkw[k] I;kl] uhan] ;kSu] vkjke ,oa thou lapkyu ls lEc) izsj.kkvksadks Lo;a esa lfEefyr djrh gSA euksoSKkfud Ø;&izsj.kk;sa O;fDrijd gksrh gSa vkSj buesa xoZ] Hk; vkfn izsj.kkvksa dkslfEefyr fd;k tkrk gSA lkekftd Ø;&izsj.kk;sa orZeku ,oa visf{kr lkekftd fLFkfr ls lEc) izsj.kkvksa dk lewggksrh gSaA

vftZr ,oa vUrZorhZ Ø;&izsj.kk;sa

(Acquired or Inherent buying motives)

lexz Ø;&iszj.kkvksa dh vftZr ,oa vUroZrhZ Ø;&izsj.kkvksa dks nks Jsf.k;ksa esa foHkDr fd;k tk ldrk gSA vftZrØ;&izsj.kk;sa] ,slh izsj.kk;sa gSa tks lh[kh gqbZ (Learned) gSa vkSj Øsrkvksa ds okrkoj.k ls lEcfU/kr gksrh gSaA bUgsa xkS.k* vFkok^lgk;d* Ø;&izsj.kk;sa Hkh dgk x;k gSA miHkksDrk dks bu Ø;&izsj.kkvksa dk fodkl djuk gksrk gSA os vius lkekftdifjos'k ,oa okrkoj.k dks ns[kdj bu Ø;&izsj.kkvksa dk fodkl djrs gSaA bu Ø;&izsj.kkvksa esa ferO;;rk] lwpuk;sa]dk;Zdq'kyrk] ykHk] LoPNrk] lqfo/kk] fdLe] fo'oluh;rk ;k fuHkZjrk] lkSUn;Z QS'ku] fVdkÅiu] foy{k.krk] lkekftdizfr"Bk] ekU;rk vkfn dks lfEefyr fd;k tk ldrk gSA miHkksDrkvksa dks buesa feyus okyh lUrqf"V gh bu izsj.kkvksa dkewY;kadu vk/kkj cukrh gSA bu Ø;&iszj.kkvksa ij lkekftd&vkfFkZd fLFkfr;k¡ vkSj f'k{kk Lrj ij egÙoiw.kZ izHkkoMkyrs gSaA

vUrZorhZ Ø;&izsj.kk;sa] ,slh izsj.kk;sa gSa ftUgsa lh[kuk ugha iM+rk gSA blds foijhr] ;s izsj.kk;sa gj Øsrk esa tUe ls gh fo|ekugksrh gSA gj lkekU; O;fDr bu izsj.kkvksa ds lkFk gh tUe ysrk gS vFkok mudks fodflr djus dh {kerk ds lkFk tUeysrk gSA bu izsj.kkvksa esa HkkSfrd] euksoSKkfud ,oa lkekftd vko';drkvksa dks iwjk djus gsrq vko';d oLrqvksa vkSj lsokvksadh [kjhn dks izksRlkfgr djus okyh izsj.kkvksa dks lfEefyr fd;k tkrk gSA vU; 'kCnksa esa Hkw[k] I;kl] uhan] vkjke] iz'kalk]'kfDr&izkfIr] lqj{kk] ØhM+k ,oa vkuUn] vfLrRo&j{k.k] fiz;tuksa dk dY;k.k vkfn ls lEc) iszj.kk;sa vUroZrh Ø;izsj.kk;sa gSaA6 William G. Carter: "Sales Counter Craft", p. 111.

7 See for detail Malvin S. Hatvick: "How to Use Psychology for Better Advertising."

79Øsrk O;ogkj

la{ksi esa] ;g dgk tk ldrk gS fd vUroZrhZ Ø;&izsj.kk;sa lgt ,oa ewy ekuoh; izofÙk;ksa (Basic human instincts) lslEcU/k j[krh gSa] tcfd vftZr Ø;&izsj.kk;sa okrkoj.k ls lEcfU/kr gksrh gSaA vUroZrhZ Ø;&izsj.kk;sa izkFkfed izsj.kk;sa gSavkSj vR;f/kd Li"V gSa] lqfuf'pr gSaA fdUrq] vftZr Ø;&izsj.kk;sa xkS.k izsj.kk;sa gS vkSj vis{kkÑr de Li"V gSaA

mRikn ,oa laj{k.k Ø;&izsj.kk;sa

(Product and Patronage Buying Motives)

mRikn Ø;&izsj.kk;sa] os izsj.kk;sa gSa tks fdlh fof'k"V mRikn dh [kjhn gsrq izksRlkfgr djrh gSaA ,slk izksRlkgu ml fof'k"VoLrq ds HkkSfrd vFkok euksoSKkfud vkd"kZ.kksa ls mRiUu gksrk gSA oLrq dh fMtkbu] jax] vkdkj] fu"iknu] iSdst vFkokdher mRikn Ø;&izsj.kkvksa dk vk/kkj gksrh gSA

laj{k.k Ø;&izsj.kk;sa os izsj.kk;sa gSa tks Øsrkvksa dks fdlh fof'k"V foØsrk ls gh oLrq,¡ Ø; djus dks izksRlkfgr djrh gSaAfoØsrkvksa esa fuekZrk] Fkksd O;kikjh] QqVdj O;kikjh vkSj QqVdj foØsrk lHkh lfEefyr gksrs gSaA foØsrkvksa esa fuekZrk] FkksdO;kikjh] QqVdj O;kikjh vkSj QqVdj foØsrk lHkh lfEefyr gksrs gSaA dksiyS.M fy[krs gSa fd ÞmiHkksDrk vkSj e/;LFk nksuksagh [kjhn djrs le; mu ?kVdksa dsk vf/kd egÙo nsrs gSa tks fd izR;{k :i ls oLrqvksa ls lEcU/k ugha j[krs gSa] cfYd osfoØsrvksa ds lkFk vius fiNys vuqHkoksa vFkook lrr~ Hkkoh lEcU/kksa dh leL;k ls lEc) gksrs gSaA bu ?kVdksa dks ghlaj{k.k&izsj.kk;sa dgk tkrk gSAÞ8 dksiySaM ds fopkjkuqlkj foØsrk dh fo'oluh;rk] lqiqnZxh esa le; dh ikcUnh] lqiqnZxhesa 'kh?kzrk] oLrqvksa ls iw.kZ lUrqf"V] fofHkUu fdLesa vkSj fo'oluh; ejEer lsokvksa dh bUthfu;fjax ,ao fMtk;fuax os ?kVdgSa tks laj{k.k Ø;&izsj.kkvksa ds vk/kkj gSaA9 fddZiSfVªd fy[krs gSaA fd foØsrk&Øsrkvksa dks lsokvksa] nqdku dh fLFkfr(Location) fofHkUu fdLesa (Assortment), deZpkjh] ikjLifjd lkStU;rk] ,oa dher ds vk/kkj ij viuh gh nqdku lsoLrq,¡ [kjhnus dh izsj.kk;sa nsrs gSaA ftUgsa laj{k.k Ø;&izsj.kk,¡ dgk tkrk gSA3 izn'kZu] ltkoV] m/kkj lqfo/kk;sa] okilhlqfo/kk;sa] xg lqiqnZxh] [;kfr vkfn Hkh os ?kVd gSa tks laj{k.k Ø; izsj.kkvksa ds vk/kkj ij curs gSaA

la{ksi esa] ;g dgk tk ldrk gS fd mRikn Ø;&izsj.kk;sa] mRikn dh fo'ks"krkvksa vkSj xq.kksa ls lEcfU/kr gksrh gSa vkSj ,slhfo'ks"krkvksa vFkok xq.kksa dks xzkgdksa ds vkd"kZ.k dk vk/kkj ekurh gSa tcfd laj{k.k Ø;&izsj.kk;sa] foØsrk dh [;kfr] nqdkudh fLFkfr] mlds }kjk iznÙk lsokvksa ,oa lqfo/kkvksa] fofHkUu fdLeksa dh miyfC/k] bZekunkjh vkSj mlds foØsrkvksa ds O;ogkjdks Øsrkvksa ds vkd"kZ.k vkSj mldh nqdku ls oLrq&Ø; dh lEHkkoukvksa dks vk/kkj cukrh gSaA

izkFkfed ,oa p;ukRed Ø;&izsj.kk;sa

(Primary and Selective Buying Motives)

izkFkfed Ø;&izsj.kk;sa] os Ø;&iszj.kk;sa gSa tks oLrqvksa ds Ø; lkekU; Ø; gsrq izsj.kk nsrh gSA4 mnkgj.k ds fy, jsfM;ksavFkok Vsfyfotu vFkok dkj vFkok eksVjlkbfdy vkfn ds Ø; dks izksRlkfgr djus okyh izsj.kk;sa izkFkfed Ø;&izsj.kk,¡*dgykrh gSaA ;s izsj.kk;sa oLrqvksa dh lkekU; ek¡x dks c<+kus okyh ekuh x;h gSa vkSj fdlh czk.M fo'ks"k dh [kjhn gsrq izsj.kkugah nsrh gSaA

p;ukRed Ø;&izsj.kk;sa] os izsj.kk;sa gSa tks fdlh fof'k"V czk.M dh [kjhn ds fu.kZ; dks izHkkfor djrh gSaA5 vU; 'kCnksa esafdlh czk.M dh [kjhn dks izksRlkfgr djus okyh izsj.kk;sa] p;ukRed Ø;&izsj.kk;sa dgh tkrh gSaA mnkgj.k ds fy, ,tnheksVj lkbfdy vFkok ctkt LdwVj vFkok fgUn lkbfdy vFkok ejQh jsfM;ks ds Ø; gsrq izksRlkfgr djus okyh iszj.kkvksadks p;ukRed Ø;&izsj.kk,¡ dgk x;k gSA fddZisfVªd us p;ukRed Ø;&izsj.kkvksa ds {ks=k dks O;kid cukrs gq, mlesa dsoy

1. H.R. Tosdal, "Principles of Personal Selling", pp. 106-107.

2. Lbid., p. 311

3. Kirk Patrick, op. cit., p. 178.

4. Lipson and Darling, "Introduction to Marketing : An Administrative Approach, "1971, p. 343.

5. lbid., p. 343.

foi.ku ds fl)kUr80

czk.M p;u dks gh ugha] vfirq foØsrk p;u dks Hkh lfEefyr djus ij cy fn;k gSA os fy[krs gSa fd Þp;ukRed fopkjmiHkksDrk dh czk.M ilUnxh] lzksr ¼fuekZrk vkSj @ ;k QqVdj ilUnxh vFkok foØ;&O;fDr ilUnxh½ dks vknsf'krdjrs gSaAÞ1

tkx:d ,oa lqIr Ø;&izsj.kk;sa

(Conscious and Dormant Buying Motives)

^tkx:d Ø;&izsj.kk,¡] os izsj.kk,¡ gSa ftUgsa Øsrk foi.ku fØ;kvksa dh lgk;rk ds fcuk gh Li"VrkiwoZd igpku ysrs gSa vkSjvfHkO;fDr djrs gSaA2 vU; 'kCnksa esa] lpsrdj /kjkry ij fo|eku vko';drkvksa dh iwfrZ gsrq Øsrkvksa dh [kjhn dksizksRlkfgr djus okyh Ø;&izsj.kk;sa tkx:d izsj.kk,¡* dgh tkrh gSaA ;s izsj.kk,¡ Lor% gh Øsrkvksa ds efLr"d esa mRiUu gksrhjgrh gSA ckgjh okrkoj.k dh vko';drk bu izsj.kkvksa dh mRifÙk fd fy;s vis{kkÑr de gksrh gSaA fdUrq ckgjh okrkoj.k,oa foi.ku dk;ZØe bu Ø;&iszj.kkvksa esa rhozrk iSnk dj ldrs gSaA

^lqIr Ø;&izsj.kk;sa]* os iszj.kk,¡ gSa ftUgsa Øsrk ml le; rd ugah igpku ikrs gSa tc rd fd foi.ku fØ;kvksa }kjk mudk/;ku Ø;&iszj.kkvksa dh vksj vkÑ"V u fd;k tk;sAÞ3 ;s iszj.kk;sa mu vko';drkvksa dh iwfrZ gsrq Øsrkvksa dk /;ku vkÑ"Vdjrh gSa ftuds ckjs esa Øsrkvksa dks Lo;a gh /;ku ugha gksrk gs vkSj tks vpsru /kjkry ij fo|eku gksrh gSaA

foosdkRed ,oa HkkoukRed Ø;&izsj.kk;sa

(Rational and Emotional Buying Motives)

^foosdkRed Ø;&izsj.kkvksa* dks vkfFkZd Ø;&izsj.kk,¡ Hkh dgk x;k gSA bu Ø;&izsj.kkvksa ds ihNs ;g ekU;rk gS fd O;fDrvkfFkZd euq"; gS vkSj vius mís';ksa dh iwfrZ ds fy;s foosdiw.kZ rjhds ls dk;Z djrk gSA og tks dqN [kjhnrk gSlksp&le>dj fdQk;r ds lkFk [kjhnrk gSA oLrqvksa vkSj lsokvksa dh [kjhn djrs le; og foosd] cqf) rdZ&'kfDr ,oamiyC/k lwpukvksa dk iwjk&iwjk mi;ksx djrk gSA [kjhn esa Hkkoukvksa dks og dksbZ LFkku ugha nsrk gSA bu dFkuksa dk ;grkRi;Z ugha gS fd Øsrk dh gj [kjhn foosdlEer gksrh gSA O;ogkj esa] vusd ckj Øsrk Hkkoukvksa esa cgdj vFkoklaosxk/khu gksdj oLrq Ø; dj ysrs gSaA vkSj Ø; dks fodosdiw.kZ crykus ds fy, ;qfDr;qDr dkj.k <wa<rs jgrs gSaAØsrk&O;ogkj dh vkfFkZd fopkj/kkjk crykrh gS fd [kjhn djrs le; ferO;f;rk] fVdkÅiu] dq'kyrk] lgk;d lsokvksadh fo'oluh;rk vkfn ?kVdksa dks vk/kkj cukdj Øsrk oLrq Ø; djrs gSaA vkS|ksfxd mRiknksa] ljdkjh {ks=kksa] forjdksa ,oaxSj&ljdkjh laLFkkvksa }kjk dh tkus okyh [kjhn iw.kZr% foosd&lEer ekuh x;h gSA4 fyilu ,oa Mkjfyax us fy[kk gS fdÞfoosdkRed Ø;&izsj.kk;sa lko/kkuh] rdZ&'kfDr ,oa Lo&vuqeksnu ls tqM+h gqbZ gSaA bu izsj.kkvksa esa cguh; lqfo/kk(Handliness), mi;ksx o ifjpkyu esa dq'kyrk] mi;ksx esa fuHkZjrk] fo'oluh; lgk;d lsok;sa] lEifÙk dh mRikndrk esaof) vkSj ferO;;h Ø; ;k miHkksx tSlh izsj.kkvksa dks lfEefyr fd;k tkrk gSAÞ 5

^HkkoukRed Ø;&izsj.kk;sa* os izsj.kk;sa gSa tks Øsrkvksa dh Hkkoukvksa dks fof'k"V oLrqvksa vFkok lsokvksa dh [kjhn gsrq mdlkrhgSaA ;s Ø;&izsj.kk;sa foosd] cqf) ;k rdZ ds nk;jksa ij gksrh gSa vkSj euq"; dh Hkkoukvksa ls] mlds laosxksa ls lh/kklEcU/k LFkkifr djrh gSaA fyilu ,oa Mkjfyax ds vuqlkj] Þbu Ø;&izsj.kkvksa esa bfUnz;ksa dh lUrqf"V] tkfr&j{k.k] Hk;]vkjke ,oa euksjatu] xoZ] feyulkfjrk] m|e jgL; ds izfr mRlqdrk vkfn iszsj.kkvksa dks lfEefyr fd;k tk ldrk gSAÞ6

;|fi HkkoukRed Ø;&izsj.kkvksa dh dksbZ lEiw.kZ lwph vc rd rS;kj ugha dh xbZ gS] fQj Hkh bu izsj.kkvksa esa vxzfyf[krdks izeq[kr% lfEefyr fd;k tk ldrk gS&

1. Kirk Patrick, op., cit., p. 177.

2. Lipson and Darling, p. 343

3. lbid., p. 343.


5. Lipson and Darling, p. 342.

6. lbid., p. 342

81Øsrk O;ogkj

bfUnz;ksa dk ifjrks"k.k

(Gratification of Senses)

foi.kudÙkkZ bfUnz;ksa ds ifjrks"k.k lEcU/kh Ø;&izsj.kkvksa dh miyfC/k gsrq Li'kZ] :i] xU/k] 'kCn ,oa Lokn tSlh cqfu;knhpsrukvksa dks tkxzr djus dk iz;kl djrs gSaA Ø;&izsj.kkvksa ds bl lewg esa izeq[kr% {kq/kk dh lUrqf"V ,oa Lokniw.kZ Hkkstudh bPNk] O;fDrxr vkjke] ;kSu lq[k dh fyIlk vkfn Ø;&izsj.kkvksa dks lfEefyr fd;k tk ldrk gSA

cMs+s&cM+s gksVy] dsUVhusa] jsLrjk¡ rFkk Hkkstuky; {kq/kk lUrqf"V vkSj Lokfn"V Hkkstu] vYikgkjkfn ds fofo/k vk'oklu nsdjØsrkvksa dks muds ;gk¡ fuefU=kr djrs gSaA pk;] dkWQh] flxjsV] [kqyh ,oa fMCckcUn [kk| oLrq,¡] rS;kj&feJ.k vkfn oLrq,¡vR;f/kd lUrqf"V] lqfo/kk rFkk lq[k iznku djus dk opu nsrh gSa vkSj xzkgdksa dks mudh [kjhn ds fy, izsfjr djrh gSaArktegy ds vk¡xu esa thurveku dks pk; ihrs vkSj fiykrs gq, fn[kkdj O;olk;h xzkgdksa dks oSlk gh lq[k rktegypk; [kjhn dj iznku djus dh izsj.kk nsrs gSaA

Muyi fiyksa] ^;w&Qkse* cs'kdherh oL=k ,oa dkyhusa] dwyj] ia[ks] ,;jdaMh'kulZ] vusd izdkj dh vkS"kf/k;k¡] Ýht] dkjsalksQklsV~l vkfn oLrqvksa ds foi.kudÙkkZ vkjke ,oa lqfo/kk miyC/k djkus ds vk'oklu nsdj Øsrkvksa dks mudh [kjhngsrq izksRlkfgr djrs gSaA e/;eoxhZ; vkSj mPp&oxhZ; Øsrkvksa dks bu oLrqvksa dk foØ; vklkuh ls fd;k tk ldrk gSA

;kSu lq[k rFkk jksekUl ls lEcU) bPNkvksa] vkdka{kkvksa] egÙodka{kkvksa vkfn dh lUrqf"V dks vfHkof)r djus okyh oLrq,¡Hkh Øsrkvksa ds fy, ,sfUnzd lq[k dk lk/ku gksrh gSaA blfy,] lqUnj oL=k] 'kjhj dks vkd"kZd cukus okys midj.k] vkHkw"k.k]uR;] pyfp=k] dkeksÙkstd lkfgR;] vkfn ds foØsrk vkSj fuekZ.k] Øsrkvksa dks egkure ,sfUnzd lq[k dh miyfC/k dkvk'oklu nsdj oLrqvksa dh [kjhn gsrq Øsrkvksa dks izksRlkfgr djrs gSaA bu Ø; izsj.kkvksa dh miyfC/k esa foKkiu egÙoiw.kZHkwfedk fuHkk jgs gSaA vf/kdka'k foKkiu ekuo&eu dh ;kSu lq[k izkfIr dh fyIlk dks c<+kus gsrq ;kSu izrhdksa ds :i esa oLrqvksadh mi;ksfxrkvksa dks iznf'kZr dj jgs gSaA dksdk&dksyk] fjef>e] foYl flxjsV] yDes osusf'kax Øhe rFkk yDesa ysosaMj VsYdds foKkiu ;kSu bPNkvksa dh iwfrZ ds egku lk/kuksa ds :i esa oLrqvksa dks izdV dj jgs gSa vkSj Øsrkvksa dks vkÑ"V dj jgsgSaA orZeku esa lsDl ,d izeq[k Ø; izsj.kk curk tk jgk gSA

tkfr laj{k.k

(Preservation of Species)

ekuo&tkfr vius laj{k.k ,ao lrr~ fodkl dh izcyre bPNk j[krh gSA bl bPNk dh iwfrZ gsrq euq"; fookg djrs gSa vkSjlekt dks LoLFk lUrku iznku djrs gSaA foi.kudrkZ mu oLrqvksa vkSj lsokvksa ds Ø; ds fy, Øsrkvks dks izksRlkfgr djldrs gSaA ftudh lgk;rk ls oSokfgd thou lQyrk ds lkFk lrr~ :i ls pyrk jgrk gS vkSj cPpksa dk Hkyh izdkjikyu&iks"k.k gksrk jgrk gSA fookg ls iwoZ rFkk fookg ds ckn oSokfgd thou dh lQyrk ,oa fujUrjrk ds fy, O;fDr;ksadks vius thou&lkfFk;ksa dks vusd oLrq,¡ [kjhndj nsuh iM+rh gSa vkSj 'kknh dh o"kZxkaB ij Hkh nsuh iM+rh gSaA bldsvfrfjDr cPpksa ds izfr gj ekrk&firk esa tks mRdV Lusg vkSj izse gksrk gS mldks Hkh vk/kkj cukdj foi.kudrkZ vusdizdkj ds f[kykSus] feBkbZ;k¡] fcLdqV] foVkfeu] rS;kj oL=k] f'k{k.k lkexzh] VkfQ;k¡] twrs] Nkrs] vkfn ds Ø; gsrq Øsrkvksadks izsfjr dj ldrs gSaA

Hk; vFkok lqj{kk

(Fear or Safety)

Hk; ls eqfDr ,oa [krjksa ls lqj{kk ekuo dh izcyre Hkkouk gksrh gS tks euq"; dks fnu&jkr mu oLrqvksa vkSj lsokvksa dsØ; gsrq izksRlkfgr djrh gS ftuls og Hk;&eqDr gks lds] [krjksa ls cpk jg lds] vkSj Loa; dks lqjf{kr vuqHko dj ldsA;gh dkj.k gS fd vkt foi.kudrkZ] bl udkjkRed fdUrq 'kfDr'kkyh Ø;&izsj.kk dk gj lEHko ykHk mBkdj ukuk izdkjdh oLrq,¡ cspus esa lQyrk gkfly dj jgs gSaA mnkgj.k ds fy, va/ksjs ls cpus ds fy, VkpZ csph tk jgh gSA taxyh tkuojksarFkk nq'euksa ls cpko ds fy, fiLrkSy csph tk jgh gSA nk¡rks dks fxjus ls cpkus ds fy, VqFk cz'k ,oa isLV csps tk jgs gSaA

foi.ku ds fl)kUr82

Ropk dh lqj{kk ds fy, ikmMj vkSj Øhe csph tk jgh gSA ckyksa dks fxjus ,oa lQsn gksus ls cpkus ds fy, rsy] 'ksEiwvkfn csps tk jgs gSaaA eR;q ds ckn ifjokj ds lnL;ksa dh lqj{kk gsrq chek ikWfylht csph tk jgh gSaA vkx] nq?kZVuk pksVvka/kh rwQku vkfn ls gksus okyh {kfr dh iwfrZ gsrq O;kolkf;d chek iy] nq?kZVuk lqj{kk chek i=k csps tk jgs gSaA eksVjlkbfdy pkydksa dks gsYesV csps tk jgs gSaA vuko';d lUrkuksRifÙk ls cpkus ds fy, fujks/k rFkk vU; lk/ku csps tk jgsgSaA eksVkis ls cpus ;k 'kjhj&of) ds fy, O;k;ke&midj.k csps tk jgs gSaA LokLF;&j{k.k ds fy, foVkfeu csps tk jgsgSaA Hkkoh t:jrksa dh iwfrZ gsrq cpr ;kstuk;sa csph tk jgh gSaA bu mnkgj.kksa ls Li"V gS fd vkRej{kk rFkk vU; O;fDr;ksadh j{kk ls lEc) Hkkouk;sa mi;ksxh vkSj izcy Ø;iszj.kk,¡ gSaA

foJkafr

(Rest)

vf/kdkf/kd vkjke djus dh bPNk gj O;fDr j[krk gS vkSj lk/ku rFkk volj izkIr gksus ij mldh iwfrZ dk iz;kl djrkgSA dq'ky foi.kudrkZ bl ekuoh Hkkouk dks muds foi.ku dk;ZØeksa dk vk/kkj cukdj Øsrkvksa dks fof'k"V oLrqvksa dh[kjhn gsrq izksRlkfgr dj ldrs gSaA euksoSKkfudksa us bl oxZ dh Ø;&izsj.kkvksa esa eq[;r% fuEu Ø;&izsj.kkvksa dks lfEefyrfd;k gS& ¼v½ 'kkjhfjd Je ds cpr dh izsj.kk] ¼c½ vodk'k voljksa (Leisure Opportunities) ds mi;ksx dh izsj.kk] ¼l½euksjatu&lq[k izkfIr dh izsj.kk] ¼n½ fouksn ØhM+kvksa ls lEc) izsj.kk] ,oa ¼?k½ ?kjsyw lq[k&lqfo/kk izsj.kkA

vkt 'kkjhfjd Je dh cpr ,oa ?kjsyq lq[k&lqfo/kk miyfC/k gsrq foi.kudrkZ e'khuh oLrq,¡ cspus yxs gSa vkSj Øsrkvksa dks[kjhn gsrq izksRlkfgr djus yxs gSaA mnkgj.k ds fy, eD[ku fudkyus dh e'khusa] feDlh] izs'kj dwdlZ] ghVlZ] okf'kax e'khusa]LdwVj] dkjsa] Ýht vkfn ds iz;ksx ij cy fn;k tkus yxk gSA vodk'k&voljksa dk iwjk&iwjk mi;ksx djus] euksjatu ,oaeuksfouksn djus] ,dkdhiu nwj djus rFkk Åc tkus ls cpus ds fy, jsfM;ks] VªkfUtLVlZ] VsifjdkMZj] iqLrdsa] rSjus ds lkeku]Vsfyfotu] f[kykSus] [ksy&lkexzh is; inkFkZ] i;ZVu] rS;kj oL=k vkfn vusd lk/kuksa ds Ø; gsrq Øsrkvksa dks izksRlkfgr fd;ktkus yxk gSA vk; ,oa dk;Z&dky esa of) gksus ds lkFk&lkFk foJkafr vkSj euksjatu ds lk/kuksa dh ek¡x Hkh fnu&c&fnuc<+rh tk jgh gSA

lkekftd izfr"Bk ,oa xoZ

(Social Prestige and Pride)

euq"; ,d lkekftd izk.kh gS vkSj og lekt esa viuk ,d fof'k"V LFkku cukus rFkk mfpr lEeku ikus ds fy, lnSo;Ru'khy jgrk gSA og lnSo pkgrk jgrk gS fd vU; yksx mldh iz'kalk djsa] mldk lEeku djsa vkSj mls izfrf"Br O;fDrekusa] blfy, og ukuk izdkj dh ,slh oLrq,¡ [kjhnrk jgrk gS tks mldh lkekftd izfr"Bk esa of) djrh gksa] mlsvkRe&xkSjo ,oa vkRe&lUrqf"V dk cks/k djkrh gksa] vkSj mlds lEeku esa c<+ksrjh djrh gksaA euksoSKkfudksa dk dguk gSfd mÙke oL=k] flDds] fVdV] dykRed oLrq,¡] ToSyjh] Js"B QuhZpj] vR;k/kqfud fctyh ds midj.k] dkjsa] eksVj xkfM+;k¡]jsfÝtjsVlZ] ia[ks] dwyj] ,;jdaMh'kulZ vkfn oLrqvksa dk miHkksx O;fDr esa xoZ vkSj izfr"Bkk dh Hkkouk iSnk djrk gS vkSjO;fDr;ksa mudh [kjhn gsrq izsfjr gksrs gSaA lkcqu] dhVuk'ku nokb;k¡] fMVjtsUV] fof'k"V lkSUn;Z izlk/ku vkS"kf/k;k¡] twrs ,osmudh ikWfyl vkfn oLrq,¡ Hkh Øsrkvks }kjk vkRe&xkSjo vkSj vkRe&lUrqf"V dh Hkkouk ls [kjhnh tkrh gSaA vr,o]foi.kudrkZvksa dks pkfg, fd Øsrkvksa dks muds oS;fDrd :i] lEifÙk ds :i] LoPNrk vkSj dykRed :fp;ksa dhvfHkO;fDr dks eq[kfjr djus okyh oLrqvksa dh [kjhn gsrq izsfjr djsaA oLrqr% bu Ø;&izsj.kkvksa ds ewy esa fn[kkok] vfHkekuvkSj ifjxzg dh Hkkouk,¡ fNih gqbZ gSaA

feyulkfjrk

(Sociability)

feyulkfjrk ,d lkekftd xq.k gS tks de vFkok T;knk ek=kk esa gj O;fDr es fo|eku jgrk gSA O;fDr nwljksa dks vius;gk¡ cqykdj vknj&lRdkj djus dh bPNk j[krk gSA ikjLifjd lkStU;rk ,oa lekt'khyrk ds fuokZg ds fy, O;fDr

83Øsrk O;ogkj

vusd izdkj dh oLrq,¡ [kjhnus dks iszfjr gksrk gSA vr,o] foi.kudrkZ Øsrkvksa dh bl Hkkouk dks mtkxj djrs gq, mUgsa'kjkc] dksdkdksyk] fc;j] pk;] dkWQh] foLdqV] 'kcZr] flxjsV] gqDdk] iku&elkys vkfn vusd oLrqvksa dh [kjhn djus dsds fy, iszfjr dj ldrs gSa] rkfd os lkekftd esy&tksy c<+k lds esytksy c<+kus ds fy, iqLrdksa] fjdkMZ Iys;j] ok/k;U=k] LVhfj;ksflLVe vkfn oLrqvksa dks Hkh mi;ksxh ik;k tkrk gSA

m|e

(Striving)

euq"; LoHkko ls gh egÙodka'kh gksrk gSA og thou esa dqN u dqN djus vkSj cuus dk iz;kl djrk gSA mnkgj.k ds fy,dksbZ odhy cuuk pkgrk gS] rks dksbZ fp=kdkj] dksbZ O;olk;h cuuk pkgrk gS rks dksbZ dykdkjA dksbZ dq'ky xg.kh cuukpkgrh gS rks dksbZ flus rkfjdkA dksbZ ys[kd cuuk pkgrk gS rks dksbZ f[kykM+hA dksbZ usrk cuuk pkgrk gS rks dksbZ vfHkusrkAgj O;fDr dqN u dqN cuuk pkgrk gSA vkSj fof'k"V fuiq.krk gkfly djuk pkgrk gSA fdUrq] thou esa dqN djus ds fy,vkSj fuiq.krk fof'k"V gkfly djuk pkgrk gSA fdUrq] thou esa dqN u dqN djus ds fy, fuiq.krk gkfly djus ds fy,vusd midj.kksa vkSj lk/kuksa dh t:jr gksrh gS ftudh izkfIr ds fy, O;fDr lnSo rRij jgrk gSA izfr;ksxh ijh{kkvksaesa cSBus okys ;qod&;qofr;k¡ ukuk izdkj dh iqLrdsa [kjhnus dks m)r jgrs gSaA xgf.k;k¡ flykbZ&d<+kbZ rFkk ikd&'kkL=kdh iqLrdsa [kjhnus dh ykylk jgrh gSaA usrk] vfHkusrk] rkfjdk,¡] ys[kd vkfn fof'k"V O;fDrRo dk fuekZ.k djus dk iz;kldjrs jgrs gSaA vr,o foi.kudrkZvksa dks pkfg, fd os m|e fd os m|e Hkkouk dks Hkh Ø;&izsj.kkvksa dk vk/kkj cukosaAbl oxZ esa lkekftd miyfC/k (Social Achievement)] izoh.krk (Proficiency)] egÙodka{kk (Ambition)] fof'k"Vrk(Distinctiveness)] vuqLi/kkZ (Emulation) vkfn Ø;&iszj.kkvksa dks lfEefyr fd;k tk ldrk gSA

dkSrwgy

(Curiosity)

dkSrwgy vFkok ftKklk Hkh ,d izeq[k ekuoh; Hkkouk gS tks euq"; dks fofHkUu LFkkuksa ij i;ZVu djus] fofHkUu izdkjds vkfo"dkj djus vkSj fur&uwru oLrqvksa d ijh{k.k vkSj miHkksx djus dks izsfjr djrh gSaA bl Hkkouk ds o'khHkwr gksdjorZeku esa Øsrk fur&ubZ oLrqvkas dks [kjhnus dks izsfjr gksrs gSa rkfd u dsoy os Lo;a dks fof'k"V cryk ldsa vfirq uwruoLrqvksa ds miHkksx dh ykylk dks iwjk djds vkRe&lUrks"k Hkh izkIr dj ldsaaA iqLrd foØsrk] v[kckj foØsrk] VwfjLVlaLFkk,¡] pyfp=k fuekZrk] f[kykSus cukkus okyh QesZa ,oa jsMhesM oL=kksa ds fuekZrk vksj forjd Øsrkvksa esa dkSrwgy iSnk djdsfoØ;&of) djus esa lQyrk izkIr dj jgs gSaaA

mi;qZDr foospuk ls Li"V gS fd Øsrk foosdkRed vkSj HkkoukRed Ø;&izsj.kkvksa ls izsfjr gksrs gSaA dsoy fodosdkRedvFkok dsoy HkkoukRed Ø;&izsj.kk,¡ Øsrk&O;ogkjksa ds Li"Vhdj.k nsus esa l{ke ugha gSA gky gh ds losZ{k.k crykrs gSafd Øsrkvksa dh [kjhn ds ihNs nksuksa gh izdkj dh izsj.kk,¡ gksrh gSaA1 mnkgj.k ds fy, ;fn ,d ;qod viuh izsfedk dksHksaV nsus dk fu.kZ; ysrk gS vkSj rRi'pkr~ mi;qDr oLrq dh [kjhn gsrq O;ofLFkr ,oa foLrr :i ls nqdkuska ij igq¡pkrk gSAvkSj vUrr% [kjhn ysrk gSA ,slh fLFkfr esa mlh [kjhn ds fu.kZ; esa Hkkouk gS vkSj [kjhn izfØ;k foosd gSA vr,o] ;gdguk gh vf/kd lgh gS fd Øsrk fofHkUu izdkj dh Ø;&iszj.kkvks ls [kjhn gsrq izksRlkgu ikrs gSaA bl fLFkfr us dqNfo'ks"kKksa dks Ø;&izsj.kkvks dks Øsrkvksa }kjk IkzkIr fd;s tkus okys ykHkksa ds vk/kkj ij lewfgr djus dh izsj.kk nh gSA ,slsvk/kkj dk ^fgr&foHkfDrdj.k* (Benefit Segmentation) dgk x;k gSA2

1. Kirk Patrik: op. cit., pp. 178-199.

2. Russel I. Haley : "Benefit Segmentation: A Decision-Oriented Research Tool", Journal of Marketing, July, 1968, pp. 30-.35.

foi.ku ds fl)kUr84

v/;k;&6

cktkj foHkfDrdj.k(Market Segmentation)

cktkj foHkfDrdj.k ls gekjk vfHkçk; fdlh oLrq ;k czkaM ds xzkgdksa dks mudh leku çÑfr] :fp;ksa] xq.kksa vkSjvko';drkvksa ds vuqlkj letkfr; oxks± vFkok [k.Mksa esa (Homogeneous Groups) esa ckaVuk gS rkfd çR;sd [k.M dhxzkgd fo'ks"krkvksa dks /;ku esa j[kdj muds fy, çHkko'kkyh foi.ku dk;ZØe ykxw fd, tk ldsA

cktkj foHkfDrdj.k dk fopkj bl ckr ij vk/kkfjr gS fd cktkj letkfr; (Homogeneous) u gksdj fotkfr;(Heterogeneous) gksrs gSA letkfr; cktkj ls vfHkçk; ,sls cktkj ls gS ftlesa fdlh mRikn ;k oLrq ds nks Øsrkvksa ;klEHkkfor Øsrkvksa esa lHkh ekeyksa esa iwjh rjg lekurk ikbZ tkrh gS vFkkZr~ LoHkko] xq.k vkSj çdfr dh nf"V ls os lc ,dls gksrs gSaA blds foifjr fotkfr; cktkj ls vfHkçk; fdlh oLrq ds lEHkkfor Øsrkvksa esa lHkh ekeyksa esa iw.kZ :i ls lekurkugh gksrh vFkkZr Øsrk LoHkko ls çdfr ,oa xq.k dh nf"V ls ,d ugh gksrs blh çdkj ,d fuekZrk ,d çdkj ds xzkgdksads leqnk; ds fy, ,d çdkj dh oLrq cukrk gSA vkSj nwljs çdkj ds xzkgdksa ds leqnk; ds fy, nwljs çdkj dhA blçdkj og vius cktkj dks fofHkUu [k.Mksa esa foHkkftr dj ysrk gS bl çdkj dk [k.Mhdj.k cktkj foHkfDrdj.k dgykrkgSA

mnkgj.kkFkZ] ,d oL=k fuekZrk vius orZeku vkSj Hkkoh xzkgdksa dh L=kh lewg] iq#"k lewg vkSj cPpksa ds lewg esa foHkDrdj çR;sd lewg ds fy, vuqdwy foKkiu] eq[; fu/kkZj.k forj.k fof/k vkSj foØ; uhfr o dk;ZØe rS;kj djrk gS rksbl foKkiu ç;kl D;ksa cktkj foHkfDrdj.k jhfr&uhfr dgk tk,xk vkSj çR;sd ,sls lewg dks cktkj [k.M ekudj mudsvuq:i foi.ku dk;ZØe cuk, tk,axsA

dqN ifjHkk"kkvksa dk mYys[k fuEukuqlkj gS%

fQfyi dksVyj ds vuqlkj ^^,d cktkj dks xzkgdksa ds letkfr; mioxks± esa foHkkftr fd;k tkuk cktkj foHkfDrdj.kgS ftlls fdlh Hkh mioxZ dks cktkj y{; ekudj fof'k"V foi.ku feJ.k ds lkFk ml rd igqapk tk lds**A

LVk.Vu ds vuqlkj ^^cktkj foHkfDrdj.k dk vk'k; fdlh oLrq ds lEiw.kZ fotkfr; cktkj dks vusd micktkjksa ;kmi[k.Mksa esa bl çdkj foHkkftr djus ls gS fd çR;sd micktkj ;k mi[k.M esa lHkh egRoiw.kZ igyqvksa esa letkrh;rkgksA**

jkscVZ ds vuqlkj ^cktkj foHkfDrdj.k fdlh mRikn ds cktkj dks VqdM+ksa esa foHkDr djus dh jhfr&uhfr gS rkfd mu ijfot; çkIr dh tk ldsA**

vkj ,l Mkoj dh jk; esa] ^----xzkgdksa dk lewghdj.k vFkok cktkj dks VqdM+ks esa ckaVuk gh cktkj foHkfDrdj.k dgykrkgSA

mijksDr ifjHkk"kkvksa ds foospu ls ;g çdV gksrk gS fd cktkj fdlh oLrq ds Øsrkvksa dk lewg gSA ijUrq bu Øsrkvksa dhoLrq Ø; dh ek=kk] fdLe lEcU/kh vko';drk,a] çkFkfedrk,a] :fp;k¡ o muds Ø; fu.kZ;ksa dks çHkkfor djus okys ?kVdksarFkk Ø; O;ogkjksa esa lekurk ugha gksrhA vr% ,d gh çdkj ds foi.ku ç;klksa ls lHkh çdkj ds Øsrkvksa ij lQyrk çkIrugha dh tk ldrhA ,d fuekZrk fdUgha y{k.kksa tSls] vk;] mez] fyax bR;kfn ds vk/kkj ij feyrs&tqyrs xzkgdksa lsvyx&vyx leqnk; cukdj çR;sd leqnk; dh vk/kkjHkwr vko'drkvksa ds vuqdwy foi.ku ç;kl djrk gS rks bls cktkj& foHkfDrdj.k dh laKk nsrs gSaA

85cktkj foHkfDrdj.k

cktkj&foHkfDrdj.k vkSj cktkj [k.M esa vUrj gS! cktkj & foHkfDrdj.k ,d fØ;k gS ftlds }kjk cktkj dks fofHkUu[k.Mksa esa foHkkftr fd;k tkrk gSA cktkj [k.M dqy cktkj dk ,d ,slk Hkkx gS ftlesa çR;sd xzkgd ds Ø;&O;ogkjesa lekurk ik;h tkrh gSA

cktkj foHkfDrdj.k dk egRo(Importance of Market Segmentation)

fuEufyf[kr rF; cktkj foHkfDrdj.k ds egRo dks Li"V djrs gSa%

1. çHkkoh foi.ku dk;ZØe (Effective Marketing Programme): ,d fuekZrk vius lEiw.kZ cktkjksa dks [k.Mksa esafoHkkftr dj fHkUu&fHkUu çHkkoh foi.ku dk;ZØe cuk ldrk gS vkSj xzkgdksa dh de ykxr ij vPNh lsok djldrk gSA fHkUu&fHkUu çHkkoh dk;ZØe ls vFkZ çR;sd [k.M ds fy, vyx&vyx foi.ku dk;ZØe cukus ls gS vkSjbl çdkj cktkj ij fot; çkIr dh tk ldrh gSA

2. lk/kuksa dk mfpr mi;ksx (Proper Utilisation of Resources): fuekZrk ds }kjk cktkj foHkfDr ds vk/kkj ijfoi.ku&ctV dks cka/kdj vf/kdre ykHk dek;k tk ldrk gSA ftu LFkkuksa ij oLrqvksa ds foØ; dh lEHkkouk,ade gSa bu LFkkuksa dk foi.ku&ctV mlh ds vuqlkj de j[kk tk ldrk gSA ,slk djus ls ,d foØsrk O;FkZ ds [kpks±ls cp ldrk gS rFkk vf/kd ykHk dek ldrk gSA

3. ekax esa larqyu LFkkfir djuk% cktkj foHkfDrdj.k foi.ku çcU/kdksa dks fofHkUu cktkj [kaMksa dks xgjkbZ ls le>usesa lgk;rk djrk gSA ifj.kkeLo:i laLFkk ds çca/kd viuh oLrq ds xq.kksa vkSj cktkj ds lEiw.kZ [kaMksa ds Øsrkvksadh ekax esa mfpr larqyu LFkkfir dj ldrs gSaA

4. foi.ku voljksa dk irk yxkuk (Spoting Marketing Opportunities): cktkj foHkfDrdj.k ,d fuekZrk dksviuh oLrq cspus dh laHkkoukvksa dk irk yxkus esa lgk;d gksrk gSA ftl LFkku ij oLrq de fcdrh gS ogka ijfoi.ku lqfo/kkvksa esa gsj&Qsj dj miHkksDrkvksa dks larq"V dj fcØh c<+k;h tk ldrh gSA

5. çfr;ksfxrk dk lkeuk djuk vklku% cktkj foHkfDrdj.k }kjk fofHkUu cktkj [kaMksa ds fy;s çfrLi/kkZ ds vuq:ifHkUu&fHkUu foi.ku jhfr&uhfr (Strategy) dk ç;ksx djds çfrLi/kkZ dk çHkko'kkyh <ax ls lkeuk fd;k tk ldrkgSA

6. u, {ks=kksa dk irk yxkuk (Find Out New Areas): cktkj foHkfDrdj.k dj u, {ks=kksa dk irk yxkdj uohu xzkgdcuk, tk ldrs gSaA

foi.ku izcUèkd viuh oLrq dh fcØh ds fy, mi;ksxh ekurk gSA tSlsµmiHkksDrk dks HkkSxksfyd {ks=k ds vkèkkj ij ckaVktk ldrk gSA jk"Vªh; cktkj] jkT; cktkj] LFkkuh; cktkj vkSj 'kgjh&xzkeh.k cktkj vkfn HkkSxksfyd {ks=k ds vUrxZr vkrsgSaA cktkj dk [k.Mhdj.k ekSleh n'kk,a (Climate Conditions) ds vkèkkj ij fd;k tk ldrk gS mnkgj.k ds fy, xeZ]BaMk rFkk cjlkrh {ks=k (Rainy Region) vkfnAB. tukafddh vkèkkj (Demographic)µvk;q] vk;] fyax Hksn] f'k{kk] O;olk;] thou pØ] èkeZ] jax rFkk tkfr vkfn ds

vkèkkj ij cktkj dk caVokjk tukafddh [kaMhdj.k dgykrk gSA

a. fyax Hksn (Sex)µfyax ds vkèkkj ij Hkh cktkj foHkfDrdj.k fd;k tk ldrk gS D;ksafd L=kh vkSj iq#"k dhHkkSfrd] ekufld] euksoSKkfud vko';drkvksa rFkk vknrksa esa cgqr vUrj ik;k tkrk gSA

b. vk; (Income)µmiHkksDrk dh vk; dk Lrj cktkj [kaMhdj.k dk lcls T;knk izpfyr :i gS D;ksafd ,dO;fDr dh vk; mldh Ø; 'kfDr (Purchasing Power) dks fuèkkZfjr djrh gSA bl [kaMhdj.k ds vuqlkjxzkgdksa dks fofHkUu vk; oxks± esa ckaVk tkrk gS tSls 1,000 #- ls de vk; okys O;fDr] 1,000-2,000 #- vk;okys O;fDr] 2,000-5,000 #- vk; okys O;fDr vkfnA bl izdkj dk [kaMhdj.k dher fuèkkZj.k rFkk mRiknfodkl ekspkZcUnh (Strategy) esa lgk;d gksrk gSA

foi.ku ds fl)kUr86

c. vk;q (Age)µvk;q ds vkèkkj ij Hkh cktkj foHkfDrdj.k fd;k tk ldrk gS D;ksafd vk;q ds vUrj ds dkj.kØsrkvksa dh ilUn] :fp] xq.k] vko';drk,a vyx&vyx gksrh gSa tSlsµ,d oL=k fuekZrk vyx&vyx vk;qds Øsrkvksa ds vyx&vyx fMtkbuksa] jaxksa vkfn ds oL=k cuk;sxkA tkWulu ,.M tkWulu Johnson & Johnson

dEiuh us vk;q dks cktkj [kaMhdj.k dk vkèkkj ekurs gq, fofHkUu izdkj ds mRikn cktkj esa mrkjs tSls cschikmMj (Baby Powder), csch lkcqu (Baby Soap) rFkk csoh vk;y (Baby Oil) bR;kfnA

d. f'k{kk (Education)µf'k{kk ds vkèkkj ij Hkh cktkj foHkfDrdj.k fd;k tk ldrk gS tSlsµeSfVªd rd f'k{kkizkIr O;fDr] Lukrd (Graduation) rd f'k{kk izkIr O;fDr] rFkk mPp f'k{kk izkIr ;kuh LukrdksÙkj (Post-

graduation) rd f'k{kk izkIr O;fDr ds vyx&vyx lewg cuk, tk ldrs gSaA

e. èkaèkk@is'kk@O;olk; (Occupation/Profession/Business)µèkaèkk@O;olk;@is'kk ds vkèkkj ij Hkh cktkjfoHkfDrdj.k fd;k tk ldrk gS D;ksafd vyx&vyx O;olk; oxZ ds O;fDr;ksa dk jgu&lgu] lkspus vkSjfopkjus dk rjhdk rFkk [kpZ djus ds rjhds esa cgqr vUrj gksrk gSA tSlsµO;kikjh oxZ] Ñ"kd oxZ] m|ksxifrrFkk ukSdjh djus okyksa dk oxZ vkfnA MkDVj] odhy] vè;kid dks is'ks ds vkèkkj ij [kaMhdj.k dj cktkjesa fot; izkIr dh tk ldrh gSA

f. ifjokj dk vkdkj (Size of the Family)µifjokj ds vkdkj dks vkèkkj ekudj cktkj [kaMhdj.k fd;k tkldrk gSA tSls NksVk ifjokj (Small Family), cM+k ifjokj (Large Family) rFkk la;qDr ifjokj (Joint

Family)A

g. èkeZ ,oa tkr (Religion and Caste)µfuekZrk rFkk foØsrk dqN ifjfLFkfr;ksa esa èkeZ rFkk tkr (Religion &

Caste) dks [kaMhdj.k dk vkèkkj cukdj fofHkUu izdkj ds mRiknks dk fuekZ.k djrs gS rFkk cktkj esa izos'kdjrs gSA fgUnw] eqfLye] fl[k] bZlkbZ] rFkk ikjlh (Parsis) blds mnkgj.k gSA

foHkfDrdj.k ds mnkgj.k(Examples of Segmentation)

1. Vsyhfotu (Television)µVsyhfotu] jsfM;ks rFkk pyfp=k nksuksa vko';drkvksa dh iwfrZ djrk gSA vkt ?kj ij cSBs&cSBsgh fo'o esa ?kVus okyh ?kVukvksa ls ysdj] laxhr ,oa fQYeksa dk vkuUn ys ldrs gSaA Vsyhfotu ds izdkj cgqr lsgSa tSlsµCySd ,.M OgkbV Vsyhfotu] jaxhu Vsyhfotu] NksVh LØhu okys Vsyhfotu] cM+h LØhu okys Vsyhfotu] lLrsVsyhfotu] egaxs Vsyhfotu] bUVjusV Vsyhfotu (Internet Television) O;fDr vehj gks] xjhc gks] lHkh vius ;gkaVsyhfotu j[kuk pkgrs gSaA fdUrq izR;sd Øsrk vyx&vyx czk.M rFkk lLrs vkSj egaxs Vsyhfotu lsV [kjhnrk gSAdqN xzkgd CySd ,.M OgkbV Vsyhfotu [kjhnrs gSa rks dqN jaxhu Vsyhfotu [kjhnrs gSaA

çHkkoh foHkfDrdj.k dh fo'ks"krk,a(Characteristics of Effective Segmentation)

cktkj ds Js"B foHkktu ds fy, mi;qDr xzkgd fo'ks"krkvksa dk pquko djus esa foØsrk dks fuEukafdr 'krks± dh iwfrZ ij cynsuk pkfg,%

1. ekius ;ksX; (Measurable): bl 'krZ dk vk'k; ;g gS fd Øsrk laca/kh fo'ks"krkvksa ds ckjs esa foØsrk dks i;kZIr lwpukgksuh pkfg,A nqHkkZX;o'k vusd ladsriw.kZ fo'ks"krk,a ljyrk ls ekiuh; ugha gSaA mnkgj.kkFkZ] ,sls dkj Øsrkvksa dhla[;k dks ukiuk dfBu gS tks eq[;r% ferO;f;rk] gSfl;r ;k xq.k laca/kh fopkj ls çsfjr gksrs gSaA

2. lqxe igqap (Easily Asscessible): bl 'krZ dk vk'k; ;g gS fd QeZ vius foi.ku ç;klksa dks pqus gq, [kaMksa ijçHkko'kkyh :i ls dsfUnzr djus esa leFkZ gksuh pkfg,A bl nf"V ls foHkfDrdj.k ds lHkh vk/kkj mi;qDr ugha gksrsAmnkgj.kkFkZ ;g vPNk gksxk fd foKkiu ç;kl lEefr usrkvksa (opinion leaders) vFkkZr~ ,sls O;fDr ftudh jk; ;klEifr ls vU; yksx çHkkfor gksrs gSa ¼ftls fd fQYe vfHkusrk½ ij dsfUnzr j[ks tk,aA fdUrq ;gka dfBukbZ

87cktkj foHkfDrdj.k

;g gS fd usrkvksa dh foKkiu ek/;e laca/kh ilnsa lnk buds vuq;kf;;ksa dh ek/;e laca/kh ilanksa ds leku ugha gksrhgSaA

3. i;kZIr foLrfr (Substantial): bl 'krZ dk vk'k; ;g gS fd tks cktkj [kaM cusa og i;kZIr cM+s gksus pkfg,] rkfdçR;sd oxZ ds fy, foi.ku ;kstuk,a iFkd&iFkd cukuk ykHknk;d gks ldsaA nwljs 'kCnksa esa [kaM og y?kqre bdkbZgksuh pkfg, tksfd ,d iFkd foi.ku dk;ZØe cukus dh nf"V ls O;kogkfjd gksA [kaMh; foi.ku cM+k O;;'khy gksrkgSA mnkgj.kkFkZ ;fn ,d fuekZrk ckSus iq#"kksa ds fy, fo'ks"k çdkj dh lhVksa ds fodkl dk ç;kl djs rks blesa brukvf/kd [kpZ vk;sxk fd mls lguk dfBu gks ldrk gSA

cktkj foHkfDrdj.k dh O;wgjpuk;sa(Strategies of Market Segmentation)

lkeU;r;k cktkj foHkktu ds lanHkZ esa mi;ksx ds fy, rhu çdkj dh ekspkZcanh gksrh gSA

1. vfHkUu foi.ku (Undifferentiated Marketing)

2. fHkUu foi.ku (Differentiated Marketing)

3. dsfUnzr foi.ku (Concentrated Marketing)

1. vfHkUu foi.ku (Undifferentiated Marketing): vfHkUu foi.ku ekspkZcanh esa foØsrk fofHkUu oxZ ;k xzkgdksa dsçdkjksa ds chp fHkUurk ugha djrkA lkekU; foi.ku dk;ZØe ls lc xzkgdksa ds fy, dsoy ,d fdLe dh oLrqmRikfnr dh tkrh gS vkSj cktkj esa csph tkrh gSA Hkkjr esa vf/kdka'k QeZ vfHkUu foi.ku ekspkZcanh dk gh mi;ksxdjrh gSA

2. fHkUu foi.ku (Differentiated Marketing): fHkUu foi.ku O;wgjpuk esa cktkj foHkktu py ds vk/kkj ij fofHkUuçdkj ds xzkgdksa esa gksrk gSA foØsrk fofHkUu xzkgdksa ds foHkktu ds fy, fofHkUu çdkj vkSj fdLe dh oLrq,a mRikfnrdjrk gS vkSj csprk gS] çR;sd foHkktu ds fy, fofHkUu foi.ku dk;ZØe cuk, tkrs gSa vkSj mi;ksx fd, tkrs gSaA

fp=k 1: vfHkUu foi.ku O;wgjpuk (Undifferentiated Marketing Strategy)

foHkktu ugha ,d foi.ku & ,d mRikn rFkk ,d gh mRikn ;kstuk (No Segmentation–one Marketing–one

product and one Marketing Programme)

3. dsfUnzr foi.ku (Concentrated Marketing): dsfUnzr foi.ku ekspkZcanh esa foØsrk ds reke foi.ku ç;Ru ,d;k vf/kd cktkj foHkktuksa dh vksj funsZf'kr gksrs gSaA nwljs 'kCnksa esa QeZ mlds foi.ku ç;Ru dqN pqus gq, cktkjfoHkktuksa dh rjQ dsfUnzr djrh gS tks vf/kd ykHknk;d gks ldrk gSA

dsoy cktkj fcuk fdlhfoHkktu ds

No Segmentation only

one market

foi.ku ds fl)kUr88

Hkkjr esa ^'khry is;** (Soft Drink) ds fuekZrk vfHkUu foi.ku ekspkZcanh dh O;oLFkk djrs gSa tSls & iSIlh dksyk] FkEl vi]77 vkfn tks dsoy ,d gh Lokn dk vkSj ,d gh cksry ds vkdkj esa cspk tkrk gS tc+fd flxjsV ds fuekZrk fHkUu foi.kudk ç;ksx djrs gSa] tSls foYl dsiLVu xksYM ¶ysd fofHkUu vkdkj esa miyC/k gSaA fQYVj okys] fcuk fQYVj okys fofHkUuiSfdax cktkj dbZ Hkkxksa esa foHkkftr fd;k tkrk gS & foi.ku ç;kl ,d ;k vf/kd foHkktuksa dh vksj dsfUnzr gksrk gSA(Market divided into segments – marketing effort concentrated to one or more segments)

fp=k 2: fHkUu foi.ku O;wgjpuk (Differentiated Marketing Strategy)

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x x x

x x x x

x x x x x

x x x x x

x x x x x

fofHkUu mRikn fofHkUu foi.kudk;ZØe(Different product Different

marketing programme

foHkktu 2

Segment 2

foHkktu 3

Segment 3

foHkktu 1

Segment 1

foHkktu 4

Segment 4

fp=k 3: dsfUnzr foi.ku O;wgjpuk (Concentrated Marketing Strategy)

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foHkktu 4

Segment 4

bl foHkktu esadsfUnzr foi.ku lekIr

foHkktu 1

Segment 1

foHkktu 3

Segment 3

foHkktu 2

Segment 2

fofHkUu oxZ ds xzkgdksa ds fy, fofHkUu fdLe vkSj fofHkUu ewY;ksa esa feyrs gSaA QeZ }kjk ekspkZcanh ds pquko dk fu.kZ; djukdbZ ?kVdksa ij fuHkZj gS] tSls QeZ ds lzksr] oLrq ltkrh;rk] thoupØ esa oLrq dh voLFkk] cktkj ltkrh;rk vkSjçfrLi/kkZ foi.ku esa ekspkZcanhA

89cktkj foHkfDrdj.k

mi;qDr foHkfDrdj.k O;wgjpuk dk p;u(Selecting an Appropriate Segmentation Strategy)

ftu rhu foi.ku uhfr;ksa dk o.kZu Åij fd;k x;k gS muesa ls dksbZ fo'ks"k uhfr O;ogkj esa dHkh&dHkh bruh tcnZLr gksrhgS fd pquko dk ç'u gh ugha mBrkA vFkok] dksbZ uhfr O;ogkj esa dHkh&dHkh bruh Li"Vrk ls vuqi;qDr ikbZ tkrh gSfd pquko fu.kZ; 'ks"k nks uhfr;ksa rd lhfer gks tk;sxkA ,d lk/kkj.k fu;e ds :i esa okLrfod pquko dks foØsrk] mRikn;k cktkj ds fof'k"V y{k.k fuckf/kr vkSj lhfer djrs gSaA fdlh uhfr fo'ks"k ds pquko ds fy, lcls egRoiw.kZ ?kVdfuEu gSa & daiuh çlk/ku] mRikn ,d:irk] thou pØ] esa mRikn&çkoLFkk] cktkj ,d:irk vkSj çfrLi/khZ foi.kuuhfr;kaA

1. daiuh çlk/ku (Company Resources): bl ?kVd dh ppkZ ladsfUnzr foi.ku dk foospu djrs le; dh x;h FkhAtgka QeZ ds çlk/ku brus lhfer gSa fd cktkj ds laiw.kZ {ks=k ij dk;Z ugha fd;k tk ldrk] ogka ladsfUnzr foi.kugh ,d okLrfod fodYi gksxkA

2. mRikn ,d:irk (Product Homogeniety): bldk rkRi;Z mRikn laca/kh fo'ks"krkvksa dh vifjorZuh;rk ;kvpyrk ls gSA mnkj.kkFkZ] vf/kdka'k miHkksDrk ued] xslksyhu tSlh cqfu;knh oLrqvksa esa dksbZ vUrj ugha ns[krs] ftlls,slh oLrqvksa ds fy, Hksfnr ;k ladsfUnzr foi.ku O;wgjpuk ds ctk, vHksfnr foi.ku dh O;wgjpuk viukuk ghvf/kd LokHkkfod gSA nwljh vkSj dSejk] dkj tSls mRiknksa ds fy, tks fd cgqr gh ifjorZuh; gksrs gSa] Hksfnr ;kldsfUnzr foi.ku vf/kd mi;qDr gSA

3. thou pØ esa mRikn çkoLFkk (Product stage in the life Cycle): ;g ?kVd pquh tkus okyh foi.ku uhfr dksfo'ks"kr% cktkj ços'k vkSj cktkj larfIr laca/kh pje fLFkfr;ksa esa cgqr çHkkfor djrk gSA

tc dksbZ daiuh cktkj esa u;k mRikn çpfyr djrh gS rks çk;% mls ;g O;kogkfjd çrhr ugha gksrk fd mRiknds ,d ls vf/kd :i çpfyr djsA daiuh dks çkFkfed ekax ds fodkl esa vf/kd :fp jgrh gS] vr% og vHksfnrfoi.ku dh uhfr dks loksZi;qDr le>rh gSA oSdfYid uhfr ;g gks ldrh gS fd daiuh cktkj ds ,d [kaM fo'ks"kds fy, mRikn dk fodkl djrs gq, vius ç;klksa dks ogha ladsfUnzr dj nsA tSls&tSls mRikn vius thou pØ dslarIrhdj.k dh fLFkfr dh vksj c<+rk gS viuh fcØh c<+kus gsrq daiuh ubZ&ubZ vkSj v'kksf"kr vko';drkvksa dh xgu[kkst vkjaHk dj nsrh gSA bl çdkj mRikn ds thou pØ dh ifjiDo voLFkk esa daiuh Hksfnr foi.ku dh uhfr dkvuqlj.k djus yxrh gSa

4. cktkj ,d:irk (Market Homogeniety): ^cktkj ,d:irk** dk rkRi;Z ml va'k ls gS ftl rd vko';drkvksaçkFkfedrkvksa vkSj fo'ks"krkvksa dh nf"V ls xzkgdksa esa lekurk gksA ,sls cktkjksa dk [kaMhdj.k rc gh laHko gS tcfdogka blds fy, ,d vuqdwy fLFkfr iSnk dj nh tk,A vFkkZr QeZ dks ,sls mik; djus gksaxsA ftuls çsfjr gksdjxzkgd fHkUu&fHkUu çkFkfedrk;sa fodflr dj ysA lk/kkj.kr% ,d:irk okys cktkjksa dk fonksgu vHksfnr foi.ku ds}kjk loksZÙke çdkj ls fd;k tk ldrk gS] tcfd fofo/krke; cktkjksa dk Hksfnr foi.ku vFkok ldsfUnzr foi.kuds }kjkA

5. çfrLi/kkZRed foi.ku uhfr;ka (Competitive Marketing Strategies): çfrLi/kkZRed foi.ku uhfr;ksa dk rkRi;Zçfr;ksfx;ksa ds dk;Zdykiksa ls gSA ;fn çfr;ksfx;ksa us lfØ; [kaMhdj.k fd;k gqvk gS] rc QeZ ds fy, vHksfnr foi.ku}kjk çfr;ksfxrk djuk dfBu gksxkA vf/kdka'k la?k"kks± esa mls ekr [kkuh iM+sxhA nwljh vksj tc çfr;ksfx;ksa us vHksfnrfoi.ku viuk;k gks] rc QeZ lfØ; foHkfDrdj.k dh uhfr ij pyrs gq, ykHkkfUor gks ldrh gS] fo'ks"kr% tcfddqN iwoZ of.kZr ?kVd mldk leFkZu djus okys gksaA

foi.ku ds fl)kUr90

O;kikj foHkfDrdj.k ds vk/kkj

(Basis for Market Segmentation)

cktkj foHkfDrdj.k ds vk/kkj cgqr ls gks ldrs gS tSls vkfFkZd] lkekftd] jktuhfrd] çfr;ksfxrk] miHkksDrk dh vk;q]f'k{kk] O;ogkj djus dk <ax] jgus dk LFkku] miHkksx dh ek=kk vkfn df.MQ vkSj fLVy us vkS|ksfxd cktkj o miHkksDrkcktkj ds foHkfDrdj.k ds fy, fuEu vk/kkj cuk, gSA

miHkksDrk cktkj ds foHkfDrdj.k ds vk/kkj vkS|ksfxd cktkj ds foHkfDrdj.k ds vk/kkj

1 . miHkksDrk dh vk; 1 . O;olk; dh fdLe

2 . miHkksDrk dh vk;q 2 . lkekU; Ø; dk rjhdk

3 . miHkksDrk dk fyax 3 . miHkksDrk dk vkdkj

4. miHkksDrk esa uxjhdj.k dh fLFkfr 4. HkkSxksfyd foHkktu

5 . miHkksDrk cktkj dk HkkSxksfyd cktkj foHkfDrdj.k

6. miHkksDrk dh f'k{kk

7 . miHkksDrk dk /keZ

ysfdu fQfyi dksVyj us cktkj foHkfDrdj.k ds fuEu vk/kkj crk, gS tks df.MQ ,oa fLVy dh iqLrd ds vk/kkjksa lsdgha vPNs fn[kkbZ nsrs gSaA

dksVyj us cktkj&foHkfDrdj.k ds fuEu vk/kkj crk;s gSa%

1 . HkkSxksfyd vk/kkj% HkkSxksfyd vk/kkj esa tula[;k dk QSyko] ?kuRo] tyok;q] {ks=k bR;kfn rÙoksa dk lekos'k gksrkgS HkkSxksfyd foHkfDrdj.k esa bu HkkSxksfyd {ks=kksa dk fu/kkZj.k fd;k tkrk gS ftUgsa foi.ku çcU/kd mRikn dh fcØhds fy, vuqdwy ekurk gSA mnkgj.kkFkZ] Åuh&oL=k fuekZrk ds fy, mÙkjh if'peh Hkkjr ds 'kgj HkkSxksfyd nf"V lsegÙoiw.kZ cktkj&[k.M gks ldrs gSa D;ksafd lnhZ esa bl HkkSxksfyd {ks=k dk tyok;q vf/kd BaMk gks tkus ls xeZ diM+ksadh vf/kd vko';drk gksrh gSA bu 'kgjksa esa jgus okys O;fDr;ksa dh leku ,oa vleku #fp;ksa dks /;ku esa j[krsgq, fofHkUu çdkj ds xzkgdksa ds fy, vuqdwy Åuh&oL=k rS;kj djds mi;qDr foKkiu ek/;eksa }kjk ,d Åuh&oL=kfuekZrk fcØh c<+k ldrk gSA foKkiu dh nf"V ls Hkh HkkSxksfyd [k.Mksa dk cgqr egÙo gSA foKkiunkrk dks ,slslk/ku vFkok ek/;e viukus pkfg, tks mlds fofHkUu cktkj&[k.Mksa ds y{k.kksa ds vuq:i gSaA

2 . tukafddh vk/kkj& tukafddh vk/kkj ds vUrxZr fuEu rRoksa dk lekos'k fd;k tkrk gS & vk;] vk;q] fyax] is'kk]f'k{kk] ifjokj&vkdkj vkSj thou&pØ] /keZ jk"Vªh;rk vkSj lkekftd oxZA

tukafddh ij vk/kkfjr cktkj&foHkfDrdj.k ds fy, ,d ;k vf/kd tukafddh rRoksa dks vk/kkj ekudj letkrh; xzkgdlewg fu/kkZfjr fd;s tk ldrs gSaA mnkgj.kr;k ,d oL=k&fuekZrk fd'kksfj;ksa dks vyx cktkj [k.M ekudj foi.ku iz;klyf{kr djrk gS rks og cktkj&[k.M fyax vkSj mez tSls rRoksa ds vk/kkj ij gksxkA bl cktkj&[k.M ds f'k{kk] vk; bR;kfnvk/kkjksa ij vusd mi[k.Mks dk fuekZ.k fd;k tk ldrk gS vkSj izR;sd [k.M ds fy, foi.ku&iz;klksa dh ykHkns;rk ekywedh tk ldrh gSA vf/kdka'kr;k cktkj&foHkfDrdj.k tukafddh rF;ksa ds vk/kkj ij fd;s tkrs gSA vr% cktkjfoHkDrhdj.k ds fy;s iz;ksx es fy;s tkus okys egRoiw.kZ tukafddh vk/kkjks dk foLrr foospu ;gk¡ fd;k tkuk mfpr gksxkA

i. vk;& fdlh Hkh O;fDr dh vk; mldh Ø; 'kfDr dk izrhd gSA dqN oLrq,¡ ,slh gksrh gSa tks lHkh oxksZa }kjkdke es yk;h tkrh gSaA ,slh oLrqvksa dks ge vk/kkjHkwr vko';drkvksa dh Js.kh es lfEefyr djrs gSaA bldsfoijhr vf/kdka'k fufeZr fof'k"V vk;&oxksZa }kjk gh Ø; dh tkrh gSaA vr% fuekZrk dks mu fof'k"V oxksZa dsy{k.kksa rFkk vko';drkvksa ij viuk /;ku dsfUnzr djuk gksrk gSA fuEu vk; oxZ ds yksx izk;% ewY; vFkokdher ij vf/kd /;ku nsrs gSaA mPp vk; oxZ ds yksx oLrqvksa ds xq.k] lkt&lTtk rFkk lkekftd izfr"Bkkls vf/kd izHkkfor gksrs gSaA vr% fuekZrk dks bu oxksZ ds vuq:i dher okyh oLrqvksa dk foØ; djuk pkfg,AfofHkUu vk;&oxZ ds fy, foKkiu] izpkj] forj.k fof/k] lkt&lTtk] iSfdax rFkk vU; lqfo/kk,¡ muds LoHkko,oa izÑfr ds vuq:i gksus ij foi.ku iz;kl esa lQyrk dh lEHkkouk c<+ tkrh gSA

91cktkj foHkfDrdj.k

ii. vk;q& vk;q ds vk/kkj ij Hkh cktkj&foHkfDrdj.k djuk lEHko gSA ckyd] fd'kksj] o) ds LoHkko] vknrsa]:fp o Ø; 'kfDr esa vUrj ik;k tkrk gSA vr% budks vyx&vyx cktkj [k.M ekudj muds vuq:i foi.kuç;kl djus pkfg,A mnkgj.kr;k ,d VwFk&isLV fuekZrk tokuksa dh vksj yf{kr foKkiu vihy esa nkrksa dhped vkSj o)ksa dks dh xbZ vihy esa nk¡rksa dh ped vkSj o)ksa dks dh xbZ vihy esa nk¡rksa dk [kks[kykiu(Cavity) jksdus lEcU/kh VwFkisLV ds xq.kksa ij vf/kd tksj nsxkA

iii. ;kSu vFkok ySafxd Hksn& bl xq.k ds vk/kkj ij Hkh cktkj foHkfDrdj.k fd;k tk ldrk gS D;ksafd L=kh oiq:"k dh HkkSfrd] ekufld ,oa euksoSKkfud vko';drkvksa] çofÙk;ksa rFkk vfHkçsjdksa esa fHkUurk ikbZ tkrh gSAblfy, fL=k;ksa o iq#"kksa ds fy, foKkiu dh vihyksa dh jpuk esa Hksn ik;k tkrk gSA

iv. f'k{kk% f'k{kk dh nf"V ls Hkh xzkgdksa dks vusd [k.Mksa esa foHkkftr fd;k tk ldrk gSA mnkgj.kkFkZ çkFkfedLrj rd i<+s&fy[ks O;fDr vkSj Lukrd rFkk LukdksÙkj f'k{kk çkIr O;fDr;ksa ds vyx oxZlewg cuk, tk ldrsgSaA fQYeksa dk fuekZ.k djus okys O;fDr;ksa ds f'k{kk&Lrj dk /;ku j[kdj fQYe dk fuekZ.k djrs gSa vFkkZr~cktkj [k.Mksa dk fuekZ.k djrs gSa vFkkZr~ cktkj [k.Mksa dk fuekZ.k f'k{kk&Lrj ds vuqlkj fd;k tkrk gSAtSls&Å¡ps Lrj ds pyfp=k dsoy cqf)thfo;ksa ds fy;s fufeZr fd;s tkrs gSaA

v. O;olk; oxZ% O;olk; dh nf"V ls Hkh ge xzkgdksa dks vusd oxks± esa foHkkftr dj ldrs gSaA mnkgj.kkFkZ&ukSdjhis'kk oxZ] O;kikjh oxZ] d"kd oxZ bR;kfnA bu lHkh oxks± ds jgus] lkspus rFkk [kpZ djus ds rjhdksa esa fHkUurkikbZ tkrh gSA

3. euksoSKkfud vk/kkj% xzkgdksa dh euksoSKkfud fo'ks"krkvksa dks Hkh cktkj&foHkfDrdj.k dk vk/kkj cuk;k tk ldrkgSA ;s euksoSKkfud fo'ks"krk,a”xkzgd ds O;fDrRo ls lEcfU/kr gksrh gS( tSls&thou&'kSyh] oLrq&miHkksx bR;kfnA dqNyksx ubZ oLrqvksa ds ç;ksx ds fy;s rRij jgrs gSa] dqN LoHkko ls Hkh: gksrs gSa rFkk lejl thou ds vH;Lr gks tkrsgSa] dqN LoHkko ls lkglh gksrs gSa rFkk thou esa ,djlrk vFkok lejlrk dks vfHk'kki le>rs gSaA vr% lHkh O;fDr;ksads fy;s ,d gh çdkj dk foKkiu lans'k rS;kj djus ls foi.ku ç;klksa esa lQyrk feyus dh lEHkkouk de gks tkrhgSA

euq";ksa dh thou&'kSyh rFkk thou ds izfr nf"Vdks.k muds Ø;&O;ogkjksa dks izHkkfor djrk gSA thou&'kSyh lsgekjk vfHkizk; ,d O;fDr vFkok fdlh oxZ ds miHkksx] dk;Z vkSj vodk'k dk miHkksx dls ds rjhds ls gSaAla;qDr&jkT; vesfjdk] Ýkal bR;kfn ns'kksa esa thou&'kSyh ds vk/kkj ij cktkj&[k.Mksa ds vuq:i foi.ku iz;kldks vf/kd egRo fn;k tkus yxk gSA1 bu ns'kksa esa L=kh&oL=k fuekZrk L=kh&oxZ dks rhu Hkkxksa tSls lk/kkj.k] QS'kuscyvkSj iq:"k&xq.k lEiUu dks /;ku esa j[krs gq, muds ds fy, vyx&vyx izdkj ds oL=k o foKkiu&lans'k rS;kj djrsgSaA thou ds izfr nf"Vdks.k Hkh cktkj&ek¡x dks izHkkfor djrk gSA gekjs ns'k esa QS'ku dh vkSj >qdko c<+rk tkjgk gSA vr% oL=k&fuekZrk Hkh QS'kuscy oL=kksa ds fuekZ.k dh vksj vf/kd /;ku nsus yxs gSaA

O;fDrRo lEcU/kh ?kVdksa dk izHkko vusd mRiknksa vkSj czkaMksa dh fcØh ij iM+rs ns[kk x;k gSA dqN n'kd&iwoZ fd;sx;s ,d v/;;u ls irk yxk fd QksMZ vkSj f'kojysV eksVjdkjksa ds xzkgdksa esa O;fDrRo lEcU/kh fHkUurk ikbZ tkrhgSA2 QksMZ eksVj dkj ds Lokeh ÞLokeh] vkRefo'oklh] ifjorZu ds izfr ltx] vkosxh vkSj ikS:"khÞ gksrs gSa( tcfdf'kojysV eksVj&dkj ds Lokeh Þ:f<+oknh] ferO;;h] izfr"Bk vfHkyk"kh] de ikS:"kh vkSj vfr ls cpus okysßgksrs gSaA

4. foi.ku rÙo& cktkj rÙoksa ds vk/kkj ij Hkh cktkj foHkfDrdj.k fd;k tk ldrk gSA mnkgj.kr;k ,dcktkj dks rhu xzkgd lewgksa esa vFkkZr~ cktkj&[k.Mksa esa foHkDr fd;k tk ldrk gSA tSls (i) oLrq ewY;ksa ls

1 Mark Hinan: "Life Styled Marketing"

(New York: American Management Association, 1972)

2 Franklin B. Evans: "Psychological and Objective factors in the prediction of brand choice: Ford versus Cheverlet."

Journal of Business, Oct. 1959, pp. 340-369

foi.ku ds fl)kUr92

izHkkfor gksus okys xzkgd] (ii) oLrq fdLe ls izHkkfor gksus okys xzkgd] (iii) oLrq ls izHkkfor gksus okys xzkgdA ,d

fuekZrk dks bu rhuksa cktkj&[k.Mksa ds fy, vyx&vyx foi.ku iz;kl djus esa vf/kd lQyrk fey

ldrh gSA

5. mRiku iz;ksx nj& eufLFkfr] oLrqKku vkSj oLrq miHkksx&nj Hkh cktkj foHkfDrdj.k dk vk/kkj gks ldrk gSA

;Fks"V Ø;&{kerk gksus ij Hkh vxj miHkksDrk oLrq&Ø; esa :fp ugha j[krk gS rks Ø; ds fy, mUgs ck/; ugha fd;k

tk ldrkA vusd O;fDr ,sls gks ldrs gSa ftudh eufLFkfr dks ifjorZu dj Hkkoh xzkgd cuk;k tk ldrk gSA foeq[k

O;fDr;ksa dks ubZ oLrq ds çfr vkdf"kZr djus ds fy, vyx çdkj dh foi.ku jhfr&uhfr viukuh gksxhA oLrq dh

miHkksx nj cktkj&[k.Mhdj.k dk ,d ykHknk;d vk/kkj gksrh gSA bl vk/kkj ij fuekZrk viuh oLrq cktkj dks

rhu Hkkxksa esa foHkDr dj ldrk gSA tSls oLrq dk de ç;ksx djus okys xzkgd] Hkkjh ç;ksx djus okys xzkgd vkSj

ç;ksx u djus okys xzkgdA ç;ksx u djus okys xzkgdksa dks iqu% fuEu Hkkxksa esa foHkDr fd;k tk ldrk gS%

(i) vlEHkkfor Øsrk vkSj (ii) lEHkkfor ØsrkA

vlEHkkfor Øsrk oxZ esa mu O;fDr;ksa dks 'kkfey fd;k tkrk gS tks mRikn dk ç;ksx ugha djsaxsA lEHkkfor Øsrk

os gks ldrs gSa tks euksoSKkfud ladksp ds dkj.k vFkok mRikn vufHkKrk dh otg ls vFkok fuf"Ø;rk ds dkj.k

mRikn Ø; ugha djrs gSaA ,sls oxZ ds Øsrkvksa ds fy, mRikn ds ckjs esa foLrr lwpuk nsus] ckj&ckj foKkiu }kjk

rFkk ladksp dks nwj djus dh fof/k;ka viukus ls mu ij fot; ikbZ tk ldrh gSA

6. ykHkksa ds vk/kkj ij% vusd miHkksDrk vuqla/kkuksa ls ;g Kkr gqvk gS fd Øsrk&oLrqvksa dks ykHk&çkfIr ds mís'; ls

Ø; djrs gSaA vusd Øsrkvksa ds ykHk&çkfIr lEcU/kh Ø;&çsjdksa (Buying Motives) esa fHkUurk ikbZ tkrh gSA ,d

v/;;u ls irk pyk fd dqN Øsrk VwFk isLV dh ,d czk.M dks nkarksa dh ped cuk, j[kus ds fy, [kjhnrs gSa tcfd

vU; czk.M dks vPNh lqxU/k dh otg ls Ø; djrs gSaA ,d Øsrk&oxZ ,slk Hkh ik;k x;k tks bl czk.M dks blds

ferO;f;rk ds xq.k dh otg ls Ø; djrk gSA vr% ,d foi.ku çcU/kd dks vius foi.ku lao)Zu dk;ZØe rS;kj

djrs le; Ø; ds bl vUrjHksn dks /;ku esa j[kuk iMs+xkA nwljs 'kCnksa esa ,d foi.ku çcU/kd }kjk xzkgdksa ds mRikn

fo'ks"k ykHk ds çfr >qdko dks /;ku esa j[kdj gh cktkj&foHkfDrdj.k djuk pkfg, rkfd çR;sd cktkj&[k.M ds

vuqdwy foi.ku ç;kl fd;k tk ldsA

xzkgdksa dh fo'ks"k ykHk&çkfIr&çof+Ùk ds vuqlkj cktkj&foHkfDrdj.k djus esa lcls cM+h dfBukbZ ;g vkrh gS fd

xzkgd dbZ ckj vusd ykHk&çkfIr ds mís';ksa ls oLrq dks Ø; djrk gS( vr% leku ykHk&çkfIr mís'; okys xzkgdksa

dk irk yxkuk dfBu gks tkrk gSA3

7. czk.M&fu"Bk% foØsrk vius Øsrk dks czk.M&fu"Bk ds vk/kkj ij Hkh ofxZr dj ldrs gSaA fuekZrk vius orZeku fu"B

xzkgdksa dh fo'ks"krkvksa dk irk yxkdj mu O;fDr;ksa dks xzkgd cukus dh ps"Bk djrs gSa ftuesa bl izdkj dh

fo'ks"krk,¡ ikbZ tkrh gksa ijUrq ;gk¡ lcls cM+h leL;k ;g vkrh gS fd czk.M fu"Bk dk irk fdl izdkj yxk;k tk;sA

dbZ ckj ;g Hkh ns[kus esa vk;k gS fd tSls&tSls dEiuh ds xzkgd czk.M dks [kjhnuk NksM+rs tkrs gSa] czk.M&fu"Bk

'kk;n c<+ tkrh gS] D;ksafd de fu"Bkoku xzkgd czk.M dks igys NksM+rs gSaA vr% czk.M&fu"Bk cktkj&[k.M dk lnSo

vk/kkj ugha ekuk tk ldrk gSA4

3 Paul E. Green, Arun K. Jain – "Benefit Bundle Analysis."

4 Ronald E. Frank: "Is brand loyalty-an useful basis for Market Segmentation".

93cktkj foHkfDrdj.k

foHkDr pyksa ds iz;ksx(Application of Segmentation Variables

;kfoHkfDrdj.k ds dqN mnkgj.k

(Some Examples of Segmentation)

fdlh oLrq ds py ml oLrq dh foi.ku uhfr dks fu/kkZfjr djrs gSaA vr% cktkj foHkfDrdj.k djrs le; oLrq ds pyksa

dk v/;;u Bhd izdkj ls vo'; dj fy;k tkuk pkfg, ftlls fd fu/kkZfjr y{; rd igaqpk tk lds vkSj miHkksDrk dh

lsok dj ykHk vftZr fd;k tk ldsA ge blls lEcfU/kr dqN mnkgj.k ns jgs gSa&

1. eksVj&xkfM+;k¡ (Motor-cars)&,d eksVj&dkj dk vk/kkjHkwr mís'; ifjogu dh vko';drk dh lUrqf"V djuk gSA

ge cktkj esa ns[krs gSa fd fofHké fuekZrkvksa dh eksVj&dkjsa fofHké vkdkjksa ,oa fofHké ewY;ksa dh feyrh gSaA budk

dkj.k ;g gS fd ekuoh; vko';drk,¡ fuekZrkvksa ij izHkko Mkyrh gSaA ,d fuekZrk dks bu vko';drkvksa dks /;ku

esa j[k dj gh oLrqvksa dk fuekZ.k djuk iM+rk gSA blds vfrfjDr Øsrk dh vk; o mldh lkekftd fLFkfr dk Hkh

/;ku j[kk tkrk gSA vdsys vk; ls dke ugha pyrk gSA

,d fuekZrk dh foi.ku j.kuhfr cktkj dh /kkj.kk ds vuq:i gh gksuh pkfg,A ;fn Øsrk lLrh o vf/kd pyus okyh

dkj pkgrk gS rks dkj fuekZrk dks ,slh gh dkj dk fuekZ.k djuk pkfg,A

2. ?kfM+;k¡ (Watches)&?kM+h dk eq[; dk;Z lgh le; crkuk gSA ysfdu dqN O;fDr ,sls gksrs gSa tks fd ;g pkgrs gSa

fd ?kM+h le; ds lkFk&lkFk fnu] rkjh[k o lu~ Hkh crk;sA dqN ,sls gksrs gSa fd dsoy le; ns[kus ds fy, gh ?kM+h

pkgrs gSaA dqN 'kknh ds ekSds ij nsus ds fy, lqugjs dsl okyh pkgrs gSa rks dqN LVhy dsl okyhA blh izdkj fL=k;ksa

ds fy, ?kM+h ds fMtkbu dqN gksrs gSa rks iq#"kksa ds fy, dqNA vr% ,d ?kM+h cukus okyh QeZ dks bu fofHkérkvksa

dk irk yxkdj viuh oLrq iafä ds lEcU/k esa fu.kZ; ysuk pkfg, ftlls fd vko';drkuqlkj mfpr ?kfM+;ksa dk

fuekZ.k fd;k tk ldsA

3. flj nnZ dh fVfd;k (Aspirin)&,d flj nnZ dh fVfd;k dk vk/kkjHkwr mís'; flj nnZ ;k cq[kkj dks nwj djuk

gSA ge ns[krs gSa fd bl izdkj cgqr&lh fVfd;k,a fofHké fuekZrkvksa }kjk cuk;h tkrh gSa( tSls] Hkkjr esa Aspro o

Anacin ;g nksuksa fVfd;k,¡ nks vyx&vyx fuekZrkvksa }kjk cuk;h o csph tkrh gSaA bu fVfd;kvksa ds [kjhnus okys

flj nnZ ;k cq[kkj fuokj.k okys ;k ekufld v'kkfUr nwj djus okys ;k blh izdkj ds vU; O;fDr gks ldrs gSaA

dqN O;fDr rks ,slh fVfd;kvksa dks izfrfnu ysus ds vknh gksrs gSaA vr% bu fVfd;kvksa ds fuekZrkvksa }kjk foi.ku

j.kuhfr bu ckrksa dks /;ku esa j[kdj gh fu/kkZfjr dh tkrh gSA

4. flys&flyk;s diM+s (Ready-made garments)&flys&flyk;s diM+ksa dk eq[; dk;Z O;fDr dks vusd ijs'kkfu;ksa

ls cpkdj vkSj fcuk bUrtkj fd;s iguus ds diM+s miyC/k djkuk gSA ;g flys gq, diM+s cPps] ;qod] ;qofr;ksa

o o) lHkh ds fy, gks ldrs gSa vr% flys gq, diM+ksa ds cktkj dks NksVs cPpksa] yM+ds&yM+fd;ksa] Ldwy tkus okys

yM+ds&yM+fd;ksa] dkWyst tkus okys ;qod&;qofr;ksa] 'kknh&fookg ds ;ksX; ;qod&;qofr;ksa] o o) iq#"k o fL=k;ksa esa

foHkDr dj cktkj dk ykHk izkIr dj ldrs gSaA

5. cSafdax lsok,¡ (Banking service)&cSadksa dk eq[; mís'; turk dk /ku vius ikl tek djuk vkSj turk dks

vko';drk ds le; m/kkj nsuk gSA ,d cSad dks viuh foi.ku uhfr dk fu/kkZj.k djrs le; bl ckr dk /;ku j[kuk

iM+rk gS fd vf/kd&ls&vf/kd tek mudh cSadksa esa gksA blds fy, muds }kjk vYi cpr ;kstuk] isa'ku ;kstuk] tek

;kstuk] tek&chek ;kstuk] vkfn dks viuk;k tkrk gSA blh izdkj _.k dh ek=kk c<+kus ds fy, cSadksa vf/kfod"kZ]

udn lk[k] _.k] vkfn dks izksRlkfgr djrh gSaA

foi.ku ds fl)kUr94

oLrq foHksnhdj.k fofHkérk ,oa cktkj foHkfDrdj.k(Product Differentiation and Market Segmentation)

oLrq foHksnhdj.k fofHkérk ,oa cktkj foHkfDrdj.k nks oLrq j.k&uhfr;k¡ gSa ftudk mi;ksx fuekZrkvksa }kjk fd;k tkrkgSA ;g uhfr;k¡ mu fuekZrkvksa ds }kjk viuk;h tkrh gSa tks xSj&ewY; izfr;ksfxrk djuk pkgrs gSaA ,d fuekZrk }kjk buuhfr;ksa ds viukus ij foKkiu ,oa lao)Zu iz;Ruksa ij dkQh O;; fd;k tkrk gSA

^ôLrq j.k&uhfr o oLrq fofHkérk esa foKkiudrkZ dh oLrq ,oa izfr;ksfx;ksa dh oLrqvksa esa vUrj fodflr djus ,oa c<+kusdh psruk dks 'kkfey fd;k tkrk gSA**4 bl uhfr dk mís'; xSj&ewY; izfr;ksfxrk ds vk/kkj ij viuh oLrq dks izfr;ksfxrkls vyx j[kuk vkSj xzkgdksa dks bl ckr dh tkudkjh nsdj fo'okl fnykuk gS fd mudh oLrq vU; izfr;ksfxrk fuekZrkvksadh oLrq ls fHké gS vkSj mu lc ls mÙke gSaA lkekU;r;k ;g uhfr lkcqu] flxjsV] chM+h] ekfpl] vkfn esa viuk;h tkrhgSA bl uhfr ds viukus esa oLrq dks euksoSKkfud vk/kkj ij fHké crk;k tkrk gS ysfdu vkerkSj ij ;g ik;k tkrk gSfd oLrq ds HkkSfrd ,oa jklk;fud xq.kksa esa dksbZ vUrj ugha gksrk gSA dHkh&dHkh rks fHkérk dsoy oLrq ds iSfdax ;k czk.Muke dh gh gksrh gSA

cktkj foHkfDrdj.k dh uhfr viukus esa fuekZrk dh ;g /kkj.kk jgrh gS fd mldk dqy cktkj ,d&lh NksVh&NksVhbdkb;ksa ls feydj cuk gS rFkk izR;sd ,d&lh bdkbZ dh vko';drk,¡ ,oa vU; fo'ks"krk,¡ leku gSaA vr% izR;sd bdkbZds fy, fHké&fHké oLrqvksa dk fodkl fd;k tkrk gSA vkS|ksfxd oLrqvksa ds lEcU/k esa cktkj foHkfDrdj.k vklkuh ds fd;ktk ldrk gS D;ksafd Øsrk dh vko';drk ds vuqlkj fuekZ.k fd;k tkrk gSA miHkksDrk oLrqvksa esa Hkh cktkj foHkfDrdj.kfd;k tk ldrk gSA okLro esa] vktdy rks bldk iz;ksx bl lEcU/k esa dkQh gks jgk gSA

cktkj foHkfDrdj.k oLrq&feJ.k ds foLrkj ls lEcfU/kr gSA ;g bl ckr ij vk/kkfjr gS fd dqN oLrq,¡ lHkh ds fy,gSaA

oLrq foHksnhdj.k fofHkérk ,oa cktkj foHkfDrdj.k esa vUrj fuEu vk/kkj ij fd;k tk ldrk gS&

1. mís';&oLrq foHksnhdj.k fofHkérk dk mís'; ,d foLrr cktkj dh lsok djuk gS tcfd cktkj foHkfDrdj.k dkmís'; ,d lhfer cktkj dh fo'ks"k lsok djuk gSA bl izdkj oLrq foHkérk oLrksUeq[kh gS tcfd cktkj foHkfDrdj.kxzkgdksUeq[kh gSA

2. Ø;&igys cktkj foHkfDrdj.k dh uhfr viuk;h tk ldrh gS ysfdu ckn esa tc izfr;ksfxrk c<+ tkrh gS rc oLrqfoHksnhdj.k fofHkérk dh uhfr viuk;h tk ldrh gSA

3. ek¡&iwfrZ lkeatL;&cktkj foHkfDrdj.k esa ek¡x dk iwfrZ ls lkeatL; fcBk;k tkrk gS tcfd oLrq foHkérk esa iwfrZdk ek¡x ls lkeatL; fcBk;k tkrk gSA tcfd oLrq foHksnhdj.k foHkérk esa iwfrZ dk ek¡x ls lkeatL; fcBk;k tkrkgSA

4. [k.M&cktkj foHkfDrdj.k esa izR;sd [k.M ,d vyx [k.M ekuk tkrk gS ysfdu oLrq foHksnhdj.k fofHkérk esa lEiw.kZcktkj dks ,d gh cktkj ekuk tkrk gSA

5. oLrq&iafDr&js[kk&cktkj foHkfDrdj.k ds vUrxZr oLrq&iafDr&js[kk dk foLrkj fd;k tkrk gS ftlls fd izR;sd[k.M ds fy, fHké&fHké oLrqvksa dk fodkl dj iwfrZ dh tk ldsA ysfdu oLrq foHksnhdj.k ds vUrxZr oLrqesa fHkérk okLrfod u gksdj euksoSKkfud vf/kd gksrh gSA bl izdkj blesa oLrq&iafDr&js[kk lhfer gh jgrhgSA]

egRoiw.kZ iz'u

1. cktkj foHkfDrdj.k ,oa foi.ku j.kuhfr ij ,d foLrr ys[k fyf[k,AWrite a detailed note on market segmentation and marketing strategy.

2. cktkj foHkfDrdj.k fdls dgrs gSa\ vki fdl vk/kkj ij flys&flyk;s diM+ksa ds cktkj dk foHkfDrdj.k djsaxs\What is market segmentation? On what basis shall you segment market for ready-made garments?

5 "As a product strategy, product differentiation involves developing and promoting an awareness of difference between the advertiser's

product and the product of Competitors." – Stanton: Fundamentals of Marketing, p. 197

95oLrq fu;kstu ,oa fodkl

v/;k;&7

oLrq fu;kstu ,oa fodkl(Product Planning and Development)

mRikn fopkj(Production Concept)

mRikn D;k gS\ mRikn HkkSfrd lsok,¡ vkSj lwpd fooj.k gS tks Øsrkvksa ds fy, larqf"V ;k ykHk dh vk'kk mRiUu djrhgSA mRikn xzkgdksa dks iznku dh xbZ HkkSfrd ;k euksoSKkfud larqf"V dh O;oLFkk dk ;ksx gSA dbZ oLrqvksa eas HkkSfrd larqf"Vdk egRo gksrk gS tSls jksVh] ued vkfn ysfdu dbZ oLrqvska ds ekeys esa oLrq dh euksoSKkfud larqf"V dh fo'ks"krk dkvf/kd egRo gksrk gSaA mnkgj.k ds fy, ubZ lkM+h] dkj ;k xzkeksQksu fjdkMZ vkfn xzkgd dks HkkSfrd gh ugha euksoSKkfudlarqf"V Hkh nsrs gSaAizksQslj gsjh ,y gsUlu (Prof. harry L. Hensen) ds vuqlj oLrq rhu phtksa dk dqy ;ksx gSA1. okLrfod fo'ks"krk & mldh lkexzh vksj fuekZ.kA2. bldh dk;Z djus dh ;ksX;rkA3. bldk laosLBu] fpUg] VªsMekdZ vksj blds lkFk yxs gq, vn'; ;skx ;k mRikn dh NfoA;s rhuksa Hkkx la;qDr :i ls mRiknu Nfo* (Product Image) ls tkus tkrs gSaA izks0 fQfyi dksVyj (Prof. Philip Kotler)

us oLrq fopkj/kkjk dks rhu Hkkxksa esa foHkkftr fd;k gS%&1. ewrZ ¼okLrfod½ oLrq (Tangible Product)

2. foLrkfjr oLrq (Extended Product)

3. iztkfr; oLrq (Generic Product)

loZizFke ;g le> ysuk vko';d gS fd mRikn 'kCn ds vUrxrZ dsoy HkkSfrd mRikn tSls& ?kM+h] diM+k] crZu] twrs vfngh ugha vkrs oju~ lsok,¡ Hkh vkrh gSA lsokvksa ds vUrxZr & cSafdax] ifjogu] bU';ksjsUl] flusek] ldZl] gksVy vkfn dklekos'k gksrk gSA mRikn 'kCn dks foLrr ,oa ladh.kZ nksuks gh vFkksZ es ifjHkkf"kr fd;k x;k gSA ladh.kZ vFkZ esa mRikn 'kCndk vk'k; ln'; HkkSfrd vkSj jklk;fud xq.kksa ls fufgr igpku ;ksX; vkÑfr ls gSA foi.ku dh vk/kqfud fopkj/kkjkmRikn ds ladh.kZ vFkZ dks mi;qDr ugaha ekurh] foLrr vFkksZ esa mRikn 'kCn dk vk'k; HkkSfrd oLrqvkas vkSj lsokvksa nksuksadks 'kkfey fd;k tkuk gSA,d miHkksDrk }kjk oLrq dk Ø; blfy, fd;k tkrk gS fd ml oLrq ds dqN ,sls rRo gksrs gSa tks miHkksDrkvksa dhvko';drk dh larqf"V djrs gSaa izR;sd O;kolkf;d QeZ mRikn foØ; dk dk;Z djrh gSaA Hkys gh ;g fn[kkbz ns ;k ughaAmnkgj.kkFkZ] ,d yk.Mªh tks fd diM+s /kksus dh lsok dk foØ; djrh gS mlh izdkj mRikn foØ; ds dk;Z esa layXu gSAftl izdkj ,d QqVdj foØsrk mu diM+ksa dks cspus esa] ftudh /kqykbZ og yk.Mªh dj jgh gSA dksbZ Hkh QeZ] tks fdlhmRikn dk foØ; djrh gSA okLro esa ml mRikn ds ,d Hkkx ds :i esa lsokvksa dk Hkh foØ; djrh gSA vr% foØsrk okLroesa fdlh mRikn dk foi.ku ugha djrk cfYd mlds ek/;e ls HkkSfrd ,oa euksoSKkfud larks"kksa dk foi.ku djrk gSA bllUnHkZ esa tktZ fQLd ds fopkj myys[kfu; gSa mUgksa us mRikn dks ÞeuksoSKkfud lUrqf"V;ksa dk ,d iqfyUnk dgk gSAÞ](Product is a cluster of psychological satisfaction)

foi.ku ds fl)kUr96

mRikn dh ifjHkk"kk

(Definition of Product)

oLrq dh ifjHkk"kk,¡ fofHkUu fo}kuksa us fofHkUu izdkj ls nh gSa muesa ls dqN izeq[k ifjHkk"kk,¡ fuEu izdkj gSa%&1. ,YMjlu ds vuqlkj] Þ,d oLrq mi;ksfxrkvksa dh ,d xBjh gS ftlesa oLrq dh fofHkUu fo'ks"krk,¡ vksj muds lkFk

dh lsok,¡ 'kkfey gSaA1 ¼tc dksbZ O;fDr ,d VkbZ [kjhnrk gS rks bldk vFkZ ;g ugha gS fd og VkbZ xys esack¡/kus ds fy, [kjhn jgk gS cfYd lkFk esa og foØsrk dh lykg] cspus okyh laLFkk dh [;kfr] VkbZ cukus okyhlaLFkk dh [;kfr vkSj ilUn u vkus ij okilh dh lqfo/kk Hkh [kjhn jgk gSA vr% oLrq dk vFkZ oLrq dh HkkSfrdrkls gh ugha gS cfYd oLrq dh mi;ksfxrk ls Hkh gSa tks euksoSKkfud lUrqf"V nsrh gSA½blh dks vkSj vf/kd Li"V djrs gq, fofy;e ts. LVk.Vu us oLrq dh ifjHkk"kk bl çdkj nh gS%

2. fofy;e ts. LVk.Vu ds er esa] ÞoLrq n'; ,oa vn'; fo'ks"krkvksa dk ,d lfEeJ.k gSa ftlesa iSdsftax] jax] ewwY;]fuekZrk dh [;kfr] QqVdj foØsrk dh [;kfr vkSj fuekZrk ,oa QqVdj foØsrk }kjk nh tkus okyh os lsok,¡ Hkh'kkfey gSa] ftUgsa miHkksDrk viuh vko';drkvksa dks lUrq"V djus ds fy, Lohdkj dj ldrk gSAÞ2 ¼bl izdkjizks. LVk.lu ds vuqlkj oLrq esa mlds HkkSfrd o jlk;fud y{k gh 'kkfey ugha gS cfYd blls dgha vf/kd y{k.k'kkfey gSaA fl)kUr ds vuqlkj vko';drk&lUrqf"V izeq[k gSaA mnkgj.k ds fy,] ;fn dksbZ xzkgd t; bathfu;fjaxoDlZ fyfeVsM] dydÙkk }kjk fufeZr Å"kk flykbZ dh e'khu dks [kjhnrk gS rks bldk vFkZ gS fd og Å"kk e'khuds lkFk dEiuh dh [;kfr] foØ; ds ckn lsok o Mhyj dh [;kfr Hkh [kjhn jgk gSA½

3. vkj ,l Mkoj ds 'kCnksa esa] Þfoi.ku dh nf"V ls oLrq dks mu lqfo/kkvksa dk iqfyUnk ekuk tk ldrk gS tks miHkksDrkdks izLrqr dh tk jgh gSAÞ3

4. fQfyi dksVyj dh jk; esa] Þ,d oLrq Øsrk dks lUrqf"V;k¡ vFkok lqfo/kk,¡ iznku djus okys HkkSfrd lsok ,oafpUgkRed fooj.kksa dk iqfyUnk gSAÞ4

5. tkWtZ fQd ds vuqlkj] ÞoLrq euksoSKkfud lUrqf"V;ksa dk iqfyUnk gSAÞ5

la{ksi esa fu"d"kZ ds rkSj ij dgk tk ldrk gS fd ÞmRikn mu xkspj ,o vxkspj xq.kksa dk la;kstu gS tks xzkgdksa dhmRikn&tU; ykHkksa] mi;ksfxrkvksa] ekufld larqf"V;ksa rFkk lsokvksa dh miyfC/k djkrs gSa vkSj tks Loa; esa izfrdkRedgksrs gSaAÞmRikn dk egRo

(Importance of Product)

^ôLrq (Product) leLr foi.ku fØ;kvksa dk dsUnz&fcUnq gSA** fcuk oLrq ds dksbZ Hkh foi.ku fØ;k ughaa gks ldrh gSAfoØ;] foKkiu] foØ; lao)Zu] vkfn lHkh oLrq ij gh fuHkZj gSaA oLrq dk ewY;] mldk forj.k ,oa mlls lEcafèkr uhfr;kamlh ij vkèkkfjr gSaA1 "A product is a bundle of utilities consisting of various product features and accompanying services".

—W. Alderson: marketing Behaviour and Executive Action, p. 274.

2 "A product is a complex of tangible and intangible attributes, including packaging, colour, price, manufacturer's prestige and

retailer's prestige and manufacturer's and retailer's services which the buyer may accept as offering satisfaction of wants or needs."

—William J. Stanton: Fundamentals of Marketing, p. 178.

3 "A product therefore may be regarded from te marketing viewpoint a bundle of benefits which are being offered to the consumer."

—R. S. Davar : Marketing Management, p. 197.

4 "A product is a bundle of physical service and symbolic particulars expected to yield satisfactions or benefits to the buyer."

—Philip Kotler: Marketing Management, p. 289.

5 "A product is a cluster of psychological satisfactions."

— George Fisk: Marketing System –An Introductory Analysis, p. 506.


mijksDr rF; Li"V djrs gSa fd foi.ku dh nf"V ls mRikn vFkok oLrq d k vR;fèkd egRo gSA okLro esa lekt ds fofHkUuoxks± Øsrk (Buyers), foØsrk (Sellers)] foi.ku izcUèkd (Marketing Managers), lekt (Society) ds fy, mRikn dkvyx&vyx egRo gSA nwljs 'kCnksa esa mRikn ds egRo dks fuEu oxks± esa foHkkftr fd;k tk ldrk gSAi. Øsrk ds nf"Vdks.k ls (Buyer’s Point of View)]ii. foØsrk ds nf"Vdks.k ls (Seller’s Point of View)]iii. foi.ku izcUèkd ds nf"Vdks.k ls (Marketing Manager’s Point of View)]iv. lkekftd nf"Vdks.k ls (Society's Point of View)Ai. Øsrk ds nf"Vdks.k ls (Buyer’s Point of View)µoLrq Øsrk dh Ø;'kfDr] mldk thou Lrj] ekufld larqf"V ,oa

vko';drkvksa dh iwfrZ dks izHkkfor djrh gSA mÙke oLrqvksa dk p;u ,d Øsrk ds thou dks lQy cukrk gS rFkkoLrqvksa dk vHkko mlesa v'kkfUr mRiUu djrk gSA^Øsrk cktkjksa* dh LFkkiuk us Hkh O;kolkf;d laLFkkvksa ds thou esa mRiknksa ds egRo dks c<+k fn;k gSA orZeku esafo'o ds vfèkdrj jk"Vªksa dh vFkZO;oLFkkvksa esa ^foØsrk&cktkjksa* ds LFkku ij ^Øsrk cktkjksa* dh LFkkiuk gksus yxhgSA bl ifjorZu ds ifj.kkeLo:i] Øsrk* vFkZO;oLFkk dk lezkV curk tk jgk gSA vfèkdrj vFkZO;oLFkk;sa xzkgdksUeq[kh(Customer-oriented) gksrh tk jgh gSaA vkèkqfud foi.ku fopkjèkkjk ds leFkZd O;olk;h ,oa m|ksxifr muds }kjkizLrqr fd, tkus okys mRiknksa dks miHkksDrk&lUrqf"V dh dlkSVh ij ij[kus dh rhoz vko';drk vuqHko djus yxsgSaA vr% ge dg ldrs gSa fd mRikn vFkok oLrq dk Øsrk ds nf"Vdks.k ls vfèkd egRo gSA

ii. foØsrk ds nf"Vdks.k ls (Seller's Point of View)µfoØsrkvksa dh nf"V ls Hkh oLrq dkQh egRoiw.kZ gSA okLro esa]oLrq foi.ku dk;ZØeksa dh tUenkrk vkSj vkèkkjf'kyk gSA fcuk oLrq ds u rks foi.ku dk;ZØe cu ldrk gS vkSju mldh fcØh gks ldrh gSA blesa dksbZ vfr'k;ksfDr ugha gS fd oLrq lHkh O;kolkf;d fØ;kvksa dh izkjfEHkd fcUnqgSA oLrq ij gh (1) foØ; <k¡pk] (2) foØ; lao)Zu fØ;k,¡] (3) foi.ku vuqlUèkku ,oa fodkl] vkfn fØ;k,¡ vkèkkfjrgSaAokLro esa] ns[kk tk;s rks oLrq ij gh lHkh O;kolkf;d fØ;k,¡ vkèkkfjr gSaA ;fn oLrq ugha gS rks] u rks oLrq ds cspusokys feysaxs vkSj u oLrq ds cspus esa lgk;rk nsus okys eè;LFkA bl izdkj u rks foØ;drkZ gksaxs vkSj u ifjogu]Hk.Mkj] foÙk] vkfn lsok iznku djus okysAblh izdkj tc oLrq gh ugha gS rks] u rks foKkiu gksxk vkSj u foØ; lao)Zu fØ;k,¡A vr% bu fØ;kvksa esa yxus okysO;fDr;ksa dh vko';drk gh ugha gksxh vkSj bl izdkj bu lsokvksa dh vko';drk u gksus ds dkj.k foLrkj gh ugha gksxkA

iii. foi.ku izcUèkd ds nf"Vdks.k ls (Marketing Manager’s Point of View)µ,d dq'ky foi.ku izcUèkd dksO;kolkf;d lQyrk izkIr djus ds fy, vius miØe ds mRikn ds xq.kksa ,oa fo'ks"krkvksa ij vfèkd&ls&vfèkd è;kunsuk pkfg,A bl lEcUèk esa dgk Hkh x;k gS fd ;fn foi.ku dk izFke funsZ'k vius xzkgdksa dks tkuuk gS rks nwljkfunsZ'k vius mRikn dks tkuuk gSA ;fn fdlh miØe dk mRikn nks"kiw.kZ gS rks vYi le; esa Hkys gh ml miØedks lQyrk fey tk;s ijUrq ,sls miØe dks nh?kZdky esa vlQyrk dk gh eqag ns[kuk iM+rk gSA vr% miØe dkslQy cukus ds fy, viuh mRikn ds xq.kksa vkSj fo'ks"krkvksa esa fujUrj lqèkkj djrs jguk pkfg,A foi.ku izcUèkdksadk ;g lkekftd nkf;Ro gS fd os mRiknksa dh mfpr iwfrZ cuk;s j[ksa] mRiknksa ds mfpr ewY; fuèkkZfjr djsa vkSj mRikndh fdLe esa fxjkoV u gksus nsaA

iv. lkekftd nf"Vdks.k ls (Society’s Point of View)µlkekftd nf"Vdks.k ls Hkh mRikn dk cM+k egRo gSA ,dvksj tgka mRikn ls miHkksDrkvksa dh vko';drkvksa dh lUrqf"V gksrh gS ogka nwljh vksj mRiknksa ds mRiknu] foKkiu]foØ; lao)Zu ,oa forj.k fØ;kvksa esa djksM+ksa yksxksa dks jkstxkj Hkh feyk gqvk gSA

fu"d"kZ

(Conclusion)

mRikn gh leLr foi.ku fØ;kvksa dk dsUnz fcUnq gS vFkkZr~ fcuk mRikn ds dksbZ Hkh foi.ku fØ;k lEikfnr ugha dh tkldrh] pkgs mRikn gks ;k foØ;] foKkiu gks ;k foØ; lao)Zu] dher fuèkkZj.k gks ;k forj.kA ;fn O;kolkf;d txr

foi.ku ds fl)kUr98

esa fdlh O;kolkf;d miØe dks 'kjhj] mlds izcUèk dks ân; vkSj cktkj dks jDr dh laKk iznku dh tk;s rks bl ckrls udkjk ugha tk ldrk fd mRikn iwjs O;kolkf;d miØe dk izk.k gksrk gSA ftl izdkj izk.k ds vHkko esa 'kjhj ,oamlds fofHkUu vax lkjghu gks tkrs gSa] Bhd mlh izdkj O;kolkf;d miØe esa ;fn mRikn u gks rks O;kolkf;d miØeds vU; lHkh lkèku fuf"Ø; gks tk;saxs D;ksafd mRikn ds vHkko esa dher uhfr] foKkiu ,oa foØ; lao)Zu uhfr vkSj forj.kuhfr dk fuèkkZj.k lEHko ugha gSA lkj :i esa dgk tk ldrk gS fd mRikn gh og dsUnz fcUnq gS ftlds pkjksa vksj leLrO;kolkf;d txr pDdj dkVrk jgrk gSA

mRikn&oxhZdj.k(Product-Classification)

foi.ku dh nf"V ls mRiknksa dks nks izeq[k oxkasZ& vkS|ksfxd mRikn ,oa miHkksDrk mRikn& e sa foHkDr fd;k tk ldrk gSA,slk oxhZdj.k foi.ku laLFkk ds ^mRikn&lsok lafeJ* (Product-Service mix) ds fu/kkZj.k esa mi;ksxh jgrk gSA ,slsoxhZdj.k dks vk/kkj cukdj laLFkk miHkksDrk&mRiknksa ,oa vkS|ksfxd mRiknksa ds foi.ku ds fy, iFkd~&iFkd~ foi.kuuhfr;k¡ vkSj dk;ZØe cuk ldrh gSA foi.ku gsrq orZeku esa mRikn&oxhZdj.k ds fuEu :i esa vR;f/kd izpfyr gSaAvkS|ksfxd&mRikn

(Industrial-Product)

vkS|ksfxd mRikn rFkk eky ls vk'k; mu oLrqvksa ls gS ftuds mi;ksx }kjk vU; oLrq;sa mRikfnr dh tkrh gSa vFkok lsok;saiznku dh tkrh gSaA vesfjdu ekdsZfVax ,lksfl,'ku ds vuqlkj] ÞvkS|ksfxd eky] og eky gS tks izeq[kr% vU; oLrqvksa dsmRikn vFkok lsokvksa dh miyfC/k gsrq cuk;k x;k gSA&Þ5 bu vkS|ksfxd mRiknksa esa fuEufyf[kr eky lfEefyr fd;k tkldrk gS&1. ,d yEch vof/k rd dke es vkus okys [kphZys ogn~ lkt&lkeku (Large installations) tks fd vfUre mRikn

dk fgLlk ugha gksrs gSaA2. vfrfjDr vFkok lgk;d midj.k (Accessory equipment) tSls%& fMªYl] ysFl] fy¶V] VªDl] vkfn tks vfUre

mRikn dk fgLlk ugha gksrs gSaA3. og dPpk eky tks fd vfUre mRikn dk HkkSfrd fgLlk curk gS vkSj ftls izfof/k;u (Processing) ls xqtjuk

iM+rk gSA4. la?kVu fgLls (Component parts)A5. os vkS|ksfxd lsok;sa (Industrial Services) tks fd la;U=k dh fØ;kvksa dks lqxe ,oa lqfo/kkizn cukrh gSaAbu mi;qZDr of.kZr vkS|ksfxd mRiknksa dks dqN fo}ku fuEufyf[kr rhu Jsf.k;ksa esa oxhZÑr djrs gSa%1. x<+kbZ dk lkeku (Fabricating Materials): ,sls lkeku esa mu oLrqvksa dks lfEefyr fd;k tkrk gS tks viuh

ewy voLFkkvksa esa miHkksDrkvksa ds dke ugha vk ikrh gS vFkok iwjh rjg ugah cuh gksrh gS vkSj ftUgsa mi;ksxh cukusgsrq ;k rks dqN vkS|ksfxd izfof/k;u ls xqtjuk gksrk gS vFkok vU; oLrqvksa ds la?kVd fgLls ds :i esa tM+ fn;ktkrk gSA V~;wc] NM+s] píjsa ckW;yj] ikbi] ifg;s] Vk;j] fo|qr eksVlZ] vkfn x<+kbZ dh oLrqvksa ds dqNsd mnkgj.kgSaaA lkekU; rkSj ij x<+kbZ dk lkeku izekfir gksrk gSa bu lkekuks ds fuekZrk vFkok mRiknd muds foi.ku gsrqmiHkksDrk&foi.ku rFkk vkS|ksfxd foi.ku dh O;oLFkkvksa dks viukrs gSaA

2. midj.k mRikn (Equipement Production): ,sls lkeku esa mu oLrqvksa dks lfEefyr fd;k tkrk gS ftUgsady&dkj[kkuksa esa LFkk;h rkSj ij vFkok ,d yEch vof/k ds fy; laLFkkfir (Installed) fd;k tkrk gSA e'khusa]muds lgk;d midj.k vkfn blh dksfV esa vkrs gSaA ,sls mRikn cus gq, Hkh feyrs gSa vkSj dksbZ fuekZrk viuhfof'k"V vko';drkvksa ds vuq:i cuok Hkh ldrk gSA dy&iqtsZ] n¶rj dk lkekukfn lkekU;rk igys ls gh cuk

5 "Industrial goods are those destined to be sold primarily for use in producing other goods or rendering services...." – by committee

on Marketing Definitions in. "A Glossary of Marketing Terms," 1960, p. 14


gqvk [kjhnk tkrk gS] fdUrq fctyh vFkok ;kfU=kd&'kfDr lapkyu gsrq vko';d midj.k mudh {kerk dks /;kuesa j[krs gq, [kkl rkSj ij cuk;s tkrs gSaA ;s oLrq,¡ vfUre oLrq dk fgLlk ugha curh gSaA

3. vkiwfrZ mRikn (Supplies Products): buesa mu oLrqvksa dks lfEefyr fd;k tkrk gS ftudh lgk;rk ls la;a=kdh fØ;k,¡ lEiUu dh tkrh gSa vkSj tks vfUre mRikn dk fgLlk ugha curh gSaA ;s oLrq,¡ midj.k&mRiknksa dkspykus esa Hkh lgk;rk djrh gSaA mnkgj.k ds fy,] bZa/ku ¼tSls dks;yk] rsykfn½+] fpdukbZ (Lubricants) dk;kZy;es dke vkus okyh LVs'kujh vkfn dks ,sls vkiwfrZ&mRiknksa esa lfEefyr fd;k tk ldrk gSA bu mRiknksa dh [kjhncM+s iSekus ij dh tkrh gS vkSj ijh{k.k ds ckn dh tkrh gSA buds foi.ku gsrq foi.kudrkZ dsk vR;f/kd iz;Rudjus t:jh gksrs gSaA

4. dPpk o v)ZfufeZr mRikn (Raw and Semi-finished Product): ;g og lkexzh gS ftldh lgk;rk ls iDdhoLrq,¡ curh gSa vkSj bl lkexzh dks izfof/k;u ls xqtjuk iM+rk gSA

miHkksDrk&mRikn

(Consumer-products)

vesfjdu ekdsZfVax ,lksfl,'ku ds vuqlkj] ÞmiHkksDrk&eky] og eky gS tks vfUre miHkksDrkvksa ;k ifjokjksa ds iz;ksx dsfy;s cuk;k x;k gS vkSj ,slh 'kDy esa gS fd mls fcuk okf.kfT;d izfØ;k ds iz;ksx esa yk;k tk ldrk gSAÞ1 miHkksDrk&mRiknksa dks izeq[kr% miHkksDrk dh vknrksa vkSj euksofÙk;ksa ds vk/kkj ij fuEufyf[kr Jsf.k;ksa es oxhZÑr fd;k tkldrk gS&1. lqfo/kk&mRikn (Convenience-products): lqfo/kk&mRiknksa ls vk'k; mu oLrqvksa ls gS ftUgsa miHkksDrk U;wure

iz;Ruksa ds lkFk 'kh?kz igq¡p&;ksX; LFkkuksa ls [kjhnrk gS vkSj ftudk forj.k Hkh O;kid Lrj ij fd;k tkrk gSaA,slh oLrq,¡ miHkksDrkvksa }kjk ckjEckj Ø; dh tkrh gSa vkSj budks Ø; djrs le; os vR;f/kd rqyukRedv/;;u ugha djrs gSaA ;s oLrq,¡ izk;% de dher okyh gksrh gSa vkSj xzkgd mUgsa LoHkkoo'k [kjhnrk gSa ,slh oLrqvksadh dhersa Hkh lkekU;r;k miHkksDrkvksa dks ekywe jgrh gSA vkSj os budk laxzg.k ugha djds vko';drkuqlkj Ø;djrs jgrs gSaA ,slh oLrq,¡ xq.k ,oa ewY; dh nf"V ls izekfir gksrh gSa rFkk vf/kdrj czk.M ds vk/kkj ij fcdrhgSaA bu oLrqvksa ds foØ; {ks=k esa vR;f/kd izfrLi/kkZ gksrh gS rFkk mRikndksa ,oa forjdksa dks ek¡x mRiUu djus dsfy, foKkiu lao)ZukRed mik;ksa dk lgkjk ysuk iM+rk gSA isu] isfUly] L;kgh] dkxt] lkcqu] flxjsV] rEckdw]chM+h] fn;klykbZ] v[kckj] LVkso&fiu] vkfn lqfo/kk&mRiknksa ds dqNsd mnkgj.k gSaA

2. lkSnk&mRikn (Shopping-products): lkSnk&mRiknksa ls vk'k; mu oLrqvksa ls gS ftUgsa miHkksDrk mudh dher]fdLe] fMtk;u] jax] 'kSyh vkfn vk/kkjksa ij rqyuk djds [kjhnrs gSA mnkgj.k ds fy,] QuhZpj] twrs] ifguus dsoL=k] phuh ds crZu] vkfn oLrq,¡ lkSnk&mRikn ekuh tkrh gSa ftUgsa [kjhnrs le; miHkksDrk mudh dher] fdLe]fMtk;u] jax] 'kSyh] fVdkÅiu vkfn vusd y{k.kksa dks /;ku esa j[krk gSA pw¡fd bu oLrqvksa ij miHkksDrkvksa dksvis{kkÑr vf/kd [kpZ djuk iM+rk gSA bu oLrqvksa ds Ø; dh ckjEckjrk Hkh lqfo/kk mRiknksa dh rqyuk esa degksrh gSA bu oLrqvksa dh fcØh ds fy, izk;% izR;sd cM+s&NksVs uxjksa esa fo'ks"k LFkku gksrs gSa] ftUgsa 'kkWfiax lsUVlZ*dgk tkrk gSA bu lsUVlZ ij fofHkUu fuekZrkvksa dk eky miyC/k jgrk gS ftlls mi;qDr p;u esa lqfo/kk jgrhgSA bu oLrqvksa ds fuekZrk viuh oLrqvksa dks Fkksd O;kikjh ds fcuk Hkh lh/ks gh QqVdj O;kikfj;ksa dks cspldrs gSaA

3. fof'k"Vrk&mRikn (Speciality-product): fof'k"Vrk&mRiknksa ls vk'k; mu oLrqvksa ls gS ftuds izfr miHkksDrkdk ,d fo'ks"k vkd"kZ.k gksrk gS vkSj ftUgsa [kjhnus ds fy, os fo'ks"k iz;kl djus gsrq rRij jgrs gSaA ?kfM+;k¡]jsfÝtjsVj] dkjsa] eksVj&lkbfdysa] fo|qr&midj.k] [ksy&lkexzh] fp=kdkjh dh oLrq,¡] Jaxkj&izlk/ku vkfnfof'k"Vrk&mRiknksa ds dqN mnkgj.k gSaA ,slh oLrq,¡ cgqr de ckj [kjhnh tkrh gSa vkSj miHkksDrk buds Ø; gsrqfo'ks"k iz;kl djrk gSA blfy, budk forj.k lhfer ik;k tkrk gSA buds foØsrkvksa dks dkQh iw¡th dhvko';drk gksrh gS vkSj mUgsa foØ;ksijkUr lsokvksa (After-sale services) dh Hkh O;oLFkk djuh iM+rh gSaA ,slh

foi.ku ds fl)kUr100

vusd oLrqvksa dh fcØh ,tsUlh vk/kkj ij dh tkrh gSA bu oLrqvksa es ls vf/kdrj ekdkZ okyh (Branded) gksrhgSa ftudh tkudkjh miyC/k djus ds fy, O;kikd foKkiu dk lgkjk ysuk iM+rk gSA

;gk¡ ;g crykuk vuqi;qDr ugha gksxk fd fdlh ,d Øsrk ds fy;s dksbZ oLrq fof'k"V&mRikn gks ldrh gSa vkSj fdlh vU;Øsrk ds fy, lqfo/kk&mRiknA6 blfy,] dqN fo}kuksa dh jk; esa fof'k"Vrk&mRiknksa] lkSnk&mRiknksa rFkk lqfo/kk&mRiknksa esafdlh izdkj dk vUrj djuk Bhd ugha gS] D;ksafd fof'k"Vrk&mRikn vU; Jsf.k;ksa ds lkFk ijLijO;kih gSA7 brus ij Hkhfoi.ku dk;ZØeksa] uhfr;ksa ,oa nko&isapksa (Strategies) dh nf"V ls mRikn&oxhZdj.k vR;ko';d gSAfVdkÅ ,oa vfVdkÅ mRikn

(Durable and Non-durable Products)

mRiknksa dk oxhZdj.k muds iz;ks, ,oa thou&dky ds vk/kkj ij Hkh fd;k tk ldrk gSaA bl nf"V ls oLrqvksa dks nksJsf.k;ksa& fVdkÅ vfVdkÅ oLrqvksa ds :i esa foHkDr fd;k tk ldrk gSA fVdkÅ oLrq,¡ os mRikn gS tks vusd ckj iz;ksxes yh tk ldrh gSa vkSj dkQh yEcs le; rd dke esa vkrh jgrh gSaA vesfjdu ekdsZfVax ,lksfl,'ju dh ifjHkk"kk lfefrds vuqlkj] ÞfVdkÅ eky] og n'; eky gS tks vusd ckj iz;ksx esa vkrk gSAÞ mnkgj.k ds fy, ?kM+h] QuhZpj] e'khusa] ia[ks]jsfM;ks] VªkfUtLVj] Vsfyotu] jsdkMZ&Iys;j vkfn fVdkÅ mRiknksa es lfEefyr fd;s tk ldrs gSA blds foijhr] vfVdkÅmRiknksa ls vk'k; mu oLrqvksa ls gS tks lkekU;r% ,d ckj vFkok dqN ckj iz;ksx esa ykus ds ckn lekIr gks tkrh gSaAvesfjdu ekdsZfVax ,lksfl,'ku dh ifjHkk"kk lfefr ds vuqlkj] ÞvfVdkÅ eky og n'; eky gS tks lkekU;r% ,d vFkokdqN iz;ksxksa esa lekIr gks tkrk gSAÞ lkcqu] [kk| inkFkZ] nw/k] [ksy dk lkeku] chM+h&flxjsV vkfn vfVdkÅ eky dh Js.khesa lfEefyr fd;s tk ldrs gSaA vfVdkÅ mRiknksa dk thou vis{kkÑr vR;Ur vYi gksrk gSA vfVdkÅ oLrqvksa ds forj.kgsrq O;kid foi.ku uhfr dks viukuk gksxk] dhersa Hkh de j[kuh gksaxh vksj xzkgdksa dks czkUM&tkx:d cukuk gksxkA fdUrqfVdkÅ oLrqvksa ds fy, O;fDrxr foØ; dh O;oLFkk dks Hkh viuk;k tk ldrk gSA ykHk dh ek=kk Hkhvf/kd j[kh tk ldrh gSA ,slh oLrqvksa ds fy, foØ;ksijkUr lsokvksa dh Hkh O;oLFkk djuh iM+rh gSAmRikn&y{k.k oxhZdj.k

(Product-Characteristics Classificaction)

mRiknksa ds bl oxhZdj.k dks fodflr djus dk Js; izksQslj fy;ks ,lfiuoky (Leo Aspinwall) dks fn;k tkrk gSA bloxhZdj.k dks fodflr djus ds ihNs [kkst izfØ;k ,oa foi.ku lafeJ ds e/; ik;s tksus okys lEcU/k dks izdV djuk gSAmRiknksa dks lqfo/kk] lkSnk ,oa fof'k"Vrk mRiknksa dh Jsf.k;ksa es oxhZÑr djus ls dsoy Øsrk&O;ogkj dh tkudkjh ghfoi.kudrkZ dks gks ikrh gS vkSj foi.kudrkZ ;g tku ikrk gS fd ,d Øsrk fdlh mRikn ;k lsok fo'ks"k dh [kkst ds fy,vU; mRiknksa ;k lsokvksa dh rqyuk esa vf/kd le; D;ksa [kpZ djrk gSA fdUrq ;g ijEijkxr mRikn&oxhZdj.k Øsrk dh[kkst&izfØ;k vkSj foi.ku lafeJ ds chp ds lEcU/k dks vfHkO;Dr djus esa vleFkZ jgrk gSA bl leL;k dks nwj djusds fy, izks. fy;ks ,lfiuoky us mRikn&oxhZdj.k gsrq ^mRikn&y{k.k ,oa lekukUrj iz.kkyh fl)kUr (Characteristics

of Goods and Parallel Theory) foi.ku txr ds lEeq[k izLrqr fd;k gSA8

fy;ks ,lfiuoky us mRikn&oxhZdj.k gsrq ik¡p egÙoiw.kZ mRikn&y{k.kksa dk pquko fd;k gS% (i) izfrLFkkiu nj (Replacement

Rate) (ii) ldy vUrj (Gross Margin), (iii) lek;kstu (Adjustments) (iv) miHkksx&dky (Consumption Time) ,oa(v) rkyk'kh dky (Searching Time)A izfrLFkkiu nj bl ckr dks crykrh gS fd dksbZ oLrq cktkj es fdruh ckj [kjhnhvkSj iz;qDr dh tkrh gSaA ldy vUrj izkjfEHkd mRikn&ykxr rFkk vfUre foØ; dher ds vUrj dks crykrk gSA6 W. Lazer, "Marketing Management: A Systems Perspective." 1971, p. 241.

7 Richard H. Holton, "The distinction between convenience goods, shopping goods and speciality goods," Journal of Marketing, Vol.

DXXIII, July, 1958, pp. 53-56.

8 muds fl)kUr dk loZizFke izdk'ku lu~ 1956 esa] 'Cost and Profit Outlook' by the consulting firm, Alderson and Sessions esa] gqvk Fkk]nsf[k;s] Introduction to Marketing : An Administrative Approach, by Lipson and Darling, pp. 604-607.


lek;kstu xzkgdksa dh vko';drkvksa dh iw.kZ lUrqf"V gsrq oLrqvksa ds izfr ykxw gksrk gSA miHkksx&dky] miHkksx esa yxus okysle; dks crykrk gSA ryk'kh&dky] le; ,oa iz;Ru dh ml ek=kk dks crykrk gS ftls Øsrk oLrq dh izkfIr gsrq [kpZ djusdks rRij jgrk gSAbu ik¡p y{k.kksa ds vk/kkj ij fy;ks ,lfiuoky us mRiknksa dks rhu oxkaZs esa oxhZÑr fd;k gS& yky (Red) mRikn] ihys(Yellow) mRikn rFkk ukjaxh (Orange) mRiknA mRiknksa dh bu bu rhuksa Jsf.k;ksa dk vk/kkj ,lfiuoky us izR;sd mRikny{k.k dks ewY;kad (Score Value) iznku djds fuf'pr fd;k gSA ftu mRiknksa dk ewY;kadu uhpk gks mUgsa yky mRikn*Js.kh] ftu mRiknksa dk ewY;kadu Å¡pk gks mUgsa îhys&mRikn* Js.kh rFkk ftu mRiknksa dk ewY;kadu U;wure ,oa mPpreewY;kaduksa ds chp esa gks mUgsa ûkjaxh&mRikn* Js.kh esa j[kk x;k gSAmRiknksa dks yky] ukjaxh ,oa ihyhs jax dh Jsf.k;ksa esa ck¡Vus ij foi.kudrkZ lqfo/kkiwoZd foi.ku uhfr ,oa nk¡oisp fu/kkZfjrdj ldrk gSA ,lfiuoky us cryk;k gS fd ^yky&mRiknksa* ds foi.ku gsrq nh?kZ forj.k iz.kkyh (Long Channel of

Distributin) ,oa O;kid Lrjh; foKkiu dks vko';dh; rkSj ij viukuk pkfg,A ihys&mRiknksa ds foi.ku ds fy, NksVhforj.k Ja[kyk rFkk izR;{k lao)Zu iz;klksa tSls& oS;fDrd foØ; dks viukuk pkfg,A ukjaxh jax ds mRiknksa ds foi.kuds fy, u rks nh?kZ vkSj u gh NksVh forj.k Ja[kyk dks viukuk pkfg, rFkk lao)Zu gsrq foKkiu ,oa oS;fDrd foØ; rjhdksadks fefJr :i esa viukuk pkfg,Aizks. ,lfiuoky ds bl oxhZdj.k dks la'kksf/kr ,oa leqUur cukus dk mYys[kuh; dk;Z ftu fo}kuksa us fd;k gS muesa xksMZubZ. fejsdy9 (Garden E. Miracle) rFkk fyilu ,oa Mkjfyax dks izeq[kr% lfEefyr fd;k tk ldrk gSA fyilu ,oaMkjfyax us mRikn&fo'ks"krkvksa dh lwph esa lkr y{k.ksa dks lfEefyr fd;k gS10 & (i) Øsrk ds fy, mRikn dk egÙo (ii)Ø;&izfØ;k esa Øsrk }kjk [kpZ fd;s tkus okys le; ,oa iz;klks dh ek=kk] (iii) mRikn ifjorZu] QS'ku vFkok izkS|ksfxdhdh nj] (iv) Øsrk dh nf"V ls mRikn dh rduhdh tfVyrk] (v) lkSns ds le; ,oa lkSns ds ckn dh vko';d lsok,¡ (vi)

mRikn&Ø; ,oa iz;qfDr dh ckjEckjrk nj] rFkk (viii) mRikn dk iz;qfDr foLrkj ,oa fofHkUu mi;ksxA bu lkr y{k.kksadks vk/kkj cukdj fyilu ,oa Mkjfyax us ik¡p mRikn&lewgksa dk fu/kkZj.k fd;k gS vkSj izR;sd y{k.k dks ewY; iznku djusgsrw ik¡p Jsf.k;k¡ cuk;h gSaA miHkksDrk&mRiknksa ds lEcU/k esa cuk;s x;s ik¡p lewg bl izdkj gSAlewg 1 % blesa flxjsV] ds.Mh cklZ] jstj CysM ,oa dksey is; lfEefyr fd;s tk ldrs gSaAlewg 2 % blesa MªkbZ xzksljh ¼tSls pk;] phuh] cksry ;k fMCcs cUn [kk| inkFkZ vkfn½ nok;sa] y?kq ykSg&oLrq,¡] izlk/ku]

ToSyjh rFkk lkekU; oL=kksa dks lfEefyr fd;k tk ldrk gSAlewg 3 % blesa jsfM;ks] Vsfyfotu] Vk;lZ] cSfVª;k¡] ?kjsyw midj.k] efgyk oL=k] [ksydwn ds leku lfEefyr fd;s tk

ldrs gSaAlewg 4 % blesa mPp fdLe ds dSejs] dkjsa] dherh QuhZpj] Js"B ToSyjh ,oa fu/kkZfjr nokbZ;k¡ lfEefyr dh tk ldrh

gSaAlewg 5 % blesa edku] iqjkru QuhZpj] mPp fdLe dh dykRed oLrq,¡ vkfn lfEefyr dh tk ldrh gSAbu mi;qZDr ik¡p mRikn&lewgksa ds lkFk&lkFk ik¡p ewY; Jsf.k;k¡ Hkh fu/kkZfjr dh xbZ gSaA tks bl izdkj gSa% vfr fuEu (Very

Low), fuEu (Low), e/;e (High), mPp (High) ,oa vfr mPp (Very High)A bu Jsf.k;ksa esa vkus okys mRiknksa ds fy;sviuk;h tkus okyh foi.ku uhfr;ksa ,oa dk;ZØeksa dh fofo/krk ij Hkh nksuksa fo}ku ys[kdksa us foLrkj ls izdk'k Mkyk gSAmUgksaus vius oxhZdj.k dh rqyuk ,lfiuoky ds oxhZdj.k ls Hkh dh gSa vkSj cryk;k gS fd izFke lewg yky&mRikn Js.kh9 lu~ 1965 esa] izks- fejsdy us ,lfiuoky ds fl)kUr dks leqUur djds vkxs c<+k;k FkkA fejsdy us mRikn&y{k.kksa dh lwph dks 9 rd c<+k fn;k

Fkk vkSj mRikn&oxhZdj.k gsrq 5 oxZ cuk;s FksA See, G. E. Meracel, "Product Characteristics a Marketing Strategy." Journal of Marketing

(Jan. 1965) pp. 18-24.

10 Lipson and Darling, op. cit., pp. 608-609.

foi.ku ds fl)kUr102

dks crykrk gS f}rh;] rrh; ,oa prqFkZ lewg yky mRikn Js.kh ls ihys mRiknksa dks Js.kh ds chp vkus okyh oLrqvksa dkscrykrk gS rFkk iape lewg ihyh&mRikn dh Js.kh dks crykrk gSA brus ij Hkh ,lfiuoky ,oa fyilu o Mkjfyax dsmRikn&oxhZdj.k esa ,d ewy vUrj ;g gS fd fyilu o Mkjfyax ds mRikn&oxhZdj.k esa ,d ewy vUrj ;g gS fd fyiluo Mkjfyax dk oxhZdj.k ,lfiuoky ds oxhZdj.k dh Hkk¡fr LFkSfrd u gksdj xfr'khy gSA dksbZ Hkh mRikn ,d yEcs le;rd fdlh ,d Js.kh fo'ks"k esa ugha jgrk gSA blfy, fyilu ,oa Mkjfyax dk mRikn oxhZdj.k foi.ku&feJ ,oamRikn&feJ ds ifjorZu dks lrr~ vko';d cukrk gS ftlls laLFkk dh izfrLi/khZ fLFkfr etcwr cuh jgrh gSA

miHkksDrk mRikn vkSj vkS|ksfxd mRikn esa vUrj(Difference between Consumer Products and Industrial Products)

vUrj dk vkèkkj miHkksDrk mRikn vkS|ksfxd mRikn(Consumer Products) (Industrial Products)

1. xzkgdksa dh izÑfr miHkksDrk mRikn ds xzkgd vfUre miHkksDrk vkS|ksfxd mRikn ds xzkgd m|ksxifr ;k fuekZrkgksrs gSaA gksrs gSaA

2. xzkgdksa dh la[;k miHkksDrk mRiknksa ds xzkgdksa dh la[;k vfèkd vkS|ksfxd mRiknksa ds xzkgdksa dh la[;k degksrh gSA gksrh gSA

3. ek¡x dh izÑfr miHkksDrk mRikn dh ek¡x izR;{k :i ls dh vkS|ksfxd mRikn dh ek¡x vizR;{k :i esa dhtkrh gSA tkrh gSA

4. mRikn fo'ys"k.k miHkksDrk mRikn ds Øsrk mRiknksa ds lkisf{kd vkS|ksfxd mRikn ds Øsrk mRiknksa ds lkisf{kdxq.kksa vkSj voxq.kksa ls Hkyh&Hkkafr ifjfpr ugha xq.kksa vkSj voxq.kksa ls ifjfpr gksrs gSaA vr% os ,slsgksrsA vr% os ,slh mRiknksa dks iz;ksx djus ls mRiknksa dk iz;ksx djus ls igys mudk xguigys mudk bruh xgurk ls fo'ys"k.k ugha fo'ys"k.k djrs gSaAdjrsA

5. cktkj dk foLrkj miHkksDrk mRiknksa dk cktkj vfèkd foLrr vkS|ksfxd mRiknksa dk ckt+kj vis{kkÑr de foLrrgksrk gSA gksrk gS

6. foi.ku jhfr&uhfr miHkksDrk mRiknksa dh vfèkd fcØh ds fy, vkS|ksfxd mRiknksa dh vfèkd fcØh ds fy, ØsrkvksafoLrr foKkiu dk;ZØeksa ij vfèkd è;ku ds lkFk O;fDrxr lEcUèkksa ij vfèkd è;ku fn;kfn;k tkrk gSA tkrk gSA

mRikn fu;kstu dk vFkZ(Meaning of Product Planning)

oLrqr% foi.kudrkZ fdu mRiknksa dk fuekZ.k ;k forj.k djs] mRiknksa dk Lo:i dSlk gks] mRikn js[kk ds mís'; D;k gksa]QeZ Lo;a vxz.kh cudj usrRo djs ;k vU; QeksZ dk vuqlj.k djs] vkfn vussd iz'uksa ds lek/kku ds dk;Z {ks=k dks mRiknfu;kstu dgk tkrk gSAfofy;e ystj11 tSls fo}kuksa us mRikn fu;kstu ,ao fodkl12 dks i;kZ;okph crykrs gq, mUgsa mRikn izcU/k ds ml vaxls ifjHkkf"kr fd;k gS tks laLFkk dh mRiknd {kerk ,oa vkS|ksfxdh dks xzkgd&ek¡x ds lkFk lek;ksftr djrk gSa bl vFkZesa] ÞmRikn fu;kstuß mRikn izcU/k dk ;g dk;Z{ks=k gS ftlesa mu leLr fØ;kvksa dks lekfo"V fd;k tkrk gS tks fd11 W. Lazer, op. cit., p. 242.

12 mRikn fu;kstu ,oa mRikn fodkl i;kZ;okph ugha ekus tk ldrsA mRikn fodkl mRikn fu;kstu dk ,d vax gS rFkk mRikn vuqla/kku]bUthfu;fjax ,oa fMtk;u ls lEcfU/kr gksrk gSA


mRikndksa ,oa e/;LFkksa dks mudh mRikn js[kkvksa ds fuekZ.k rFkk fu/kkZj.k esa lgk;rk djrh gSA12

mRikn fu;kstu dk fopkj m|ksx dh foØ; lEHkkoukvksa] ykxr vko';drkvksa] foif.k lEHkkoukvksa vkSj mRiknu dh ykHklEHkkoukvksa dh vis{kkvksa ij cy nsrk gS rFkk mRikn fodkl dh lEHkkouk (Feasibility) dk fu/kkZj.k djrk gSA bl nf"Vls dqN fo}kuksa us ^mRikn fu;kstu* dks mRikn fodkl dh lEHkkoukvksa ds fu/kkZj.k ls ifjHkkf"kr fd;k gSAdkyZ ,p. fj;sVtu ds vuqlkj] Þu;s&u;s mRiknksa dh [kkst] tk¡p] fodkl ,oa u;s mRiknksa dk O;kolk;hdj.k] fo|ekujs[kkvksa dk la'kks/ku vkSj vykHkdkjh enksa dk foyksiu mRiknu fu;kstu gSA13 fjs;sVtu dh ifjHkk"kk ds vuqlkj mRiknfu;kstu ls vk'k;& (i) u;s mRiknksa ds fodkl djus] (ii) orZeku mRikn js[kkvks esa lq/kkj djus rFkk] (iii) vykHkdkjhmRiknks ds foi.ku dks lekIr djus ls gSAtkWulu ds vuqlj ÞmRikn fu;kstu] miHkksDrkvksa dh vusd bPNkvksa dh iwfrZ djus okyh RkFkk mRiknksa esa foØ;&;ksX;rktksM+us okyh fo'ks"krkvksa dk fu/kkZj.k djuk vkSj mu fo'ks"krkvksa dks vfUre mRiknksa es lfEefyr djuk gSAÞ14 ;s fo'ks"krk;samRikn ds vkdkj&izdkj] jax] fMtk;u] ewY;] iSdsftax] xkj.Vh] lsok,¡ vkfn ls lEcU/k j[krh gSaAmi;qZDr fopkjksa ls Li"V gS fd ÞmRikn fu;kstuÞ mRikn izcU/k dk og fgLlk gS tks mRikn fodkl dh lEHkkoukvksa dkfu/kkZj.k djrk gS] fdu mRiknksa dk foi.ku ,oa fdudk foyksiu djuk gS] bls fuf'pr djrk gS] vkSj foi.ku fd;s tkusokys mRiknksa dh fo'ks"krkvksa dks fuf'pr djds mUgsa vfUre mRiknksa esa lfEefyr djrk gSA budh izeq[k fo'ks"krk,¡fuEufyf[kr gSa%&1. mRikn fu;kstu ,d O;kid fopkj gS ftlesa mRikn fodkl rFkk mRikn uokpkj nksuksa fØ;k,¡ lfEefyr gksrh

gSaaA bls mRikn izcU/k dk vk/kkj dgk tk ldrk gSA2. mRikn fu;kstu lEiw.kZ foi.ku dk;ZØe dk izkjfEHkd fcUnq gS rFkk mRikn fodkl dh lEHkork ds fu/kkZj.k] u;s

mRiknksa ds fodkl] fo|eku mRikn js[kkvksa ds la'kks/ku ,oa foyksiu vkfn ls lEcU/k j[krk gSA3. mRikn fu;kstu xzkgd&ek¡x dks lUrq"V djus okys mRikn&y{k.kksa dks ekywe djus rFkk mUgsa vfUre mRiknksa esa

lekfo"V djus dk egRoiw.kZ dk;Z gSA bl :i esa] mRikn fu;kstu ewyr% ,d rduhdh dk;Z gS tks mRiknu foHkkxrFkk vuqla/kku moa fodkl foHkkx ls lEcU/k j[krk gSA

mRikn fu;kstu dk egÙo(Importance of Product Planning)

mRikn fu;kstu ds egÙo dks fuEu nf"Vdks.kksa ls Hkyh&Hkk¡fr le>k tk ldrk gS&1. izkjfEHkd fcUnq /kqjh & mRikn fu;kstu leLr foi.ku fØ;kdykiksa dk ikjfEHkd fcUnq15 gksus ds lkFk&lkFk og

/kqjh Hkh gS ftlds pkjks avkSj QeZ dh leLr fØ;k;sa ?kwerh jgrh gSaA D;k mRiknu djuk gS] fdruk mRiknu djukgS] fdu mRiknksa dks la'kksf/kr djuk gS] fdu mRiknksa dks mRikn&js[kk ls iFkd~ djuk gS] fdu u;s mRiknksa dkfodkl djuk gS] vkfn vusd ewy iz'u mRikn fu;kstu ls tqM+s gq, gSaA blds vfrfjDr dher fu/kkZj.k] foØ;lao)Zu] foKkiu] forj.k&Ja[kykvksa dk p;u vkfn foi.ku dk;ZØe Hkh mRikn fu;kstu ls xgjs tqM+s gq, gSaA ;gh

12 "Product planning embraces all activitites which enable producers and middlemen to determine what should constitute a company's

line of productios."

— W. J. Stanton, op cit., p. 179.

13 "Product planning" may be defined as "the act of marking out and supervising the search, screening, development, and

commercialisaton of new products; the modification of existing lines, and the discontinuance of marginal or up-profitable items."

— Karl H. Tiet Jen "organising the product planning function," AMA Research Study, 59, AMA inc. New York, 1973, p.11

14 "Product planning" determines the characteristics of products, best meeting the consumers numerous desires, characteristics that add

saleability to products, and incorporates these characteristics into the finished products," Johnson, Sales and Marketing Manage-

ment. ed. 1957. p. 51.

15 W. J. Stanton, op. cit., p. 174

foi.ku ds fl)kUr104

dkj.k gS fd bls vfrO;kid ,oa nwjxkeh izHkko Mkyus okyh ,slh fØ;k ekuk x;k gS tks LoHkko ls rduhdh gSrFkk ykHkksa dh cqfu;knh fu/kkZjd gSaA pwafd QeZ dh lQyrk ,oa foQyrk mRikn fu;kstu ij fuHkZj djrh gSA

2. lkekftd nkf;Roksa dh iwfrZ dk lk/ku & mRikn fu;kstu O;olk; ds lkekftd nkf;Roksa dh iwfrZ dk ,d vuqielk/ku gSA gSA O;olk; ds lkekftd nkf;R;oksa dh fopkj/kkjk O;olk; ls ;g vis{kk djrh gS fd og viuslk/kuksa dk iw.kZ lnqi;ksx djs] {kerkvksa dks fuf"Ø; u NksM+s] xzkgd&Lohdj.k dks c<+kdj [;kfr izkIr djs] viusdeZpkfj;ksa dks vkd"kZd etnwjh ns] lekt ds lnL;ksa dks jkstxkj ds volj miyC/k djs] djksa dk HkqxrkubZekunkjh ls djs rFkk xzkgdksa dks mPp thouLrj miyC/k djsA bu nkf;Roksa dh iwfrZ mRikn fu;kstu ds }kjkfoi.ku djus okyh QeZ lgh mRikn] lgh LFkku ij] lgh le; esa] lgh dherksa ij i;kZIr ek=kk esa igq¡pkdj djldrh gS( D;ksafd mRikn fu;kstu foi.ku ds egÙoiw.kZ dk;Z&dyki ds :i esa lgh mRikn] lgh dherksa ij] lghLFkku ij] lgh le; ,oa lgh gkFkksa esa] i;kZIr ek=kk esa igq¡pkus dk dk;Z djrk gSA16 bl izdkj mRikn&fu;kstu]QeZ ds vkfFkZd&lkekftd vkSfpR; dks Bksl vk/kkj iznku djrk gSA bl nf"V ls mRikn fu;kstu ,oa fodkldk;ZØeksa dk egÙo fnuksa&fnu c<+rk tk jgk gSA

3. izcU/kdh; ;ksX;rk dk ifjpk;d & mRikn fu;kstu izcU/kdh; ;ksX;rkvksa dk ifjpk;d ,oa ewY;kadd gksrk gSAblfy,] foi.ku {ks=k ds fo}kuksa dk dguk gS fd ÞmRikn fu;kstu dk vHkko laxBu esa izcU/kdh; fnokfy;kiudk ifjpk;d gS vkSj bl fLFkfr dh vksj ladsr djrk gS fd O;olk; dks mlds HkkX; ds Hkjksls NksM+ fn;k x;kgSAÞ ;g dFku crykrk gS fd ;fn dksbZ QeZ mRikn fu;kstu ugha djrh gS rks ;g ekuk tk;sxk fd mldsizcU/kd of) ,oa foosd ds {ks=k esa fnokfy;k gSa] vkSj os izcU/kd dgykus ds vf/kdkjh ugha gSA ;g dFku] bl ckrdks Hkh izdV djrk gS fd tSls ygjksa ds lgkjs uko NksM+ nsus ls og vius y{; ij ugha igq¡p ldrh] mlh izdkjmRikn fu;kstu ds vHkko esa dksbZ Hkh QeZ mRikn uhfr y{;ksa dks izkIr ugha dj ldrhA vr,o] QeZ ds lHkh mRiknksadks ijLij ;qfDr;qDr rjhds ls lEc) djus vkSj QeZ dh izfrLi/khZ fLFkfr dks etcwr djus gsrq mRiknu fu;kstudh vko';drk o.kZu ls ijs gSA

4. izfrLi/khZ gfFk;kj & mRikn fu;kstu ds egÙo dks ,ysDts.Mj ØkWl ,oa fgy uked fo}kuksa us mls izfrLi/khZgfFk;kj dg dj izdV fd;k gSA17 mudk fopkj gS fd rhoz izfrLi/kkZ vk/kqfud foi.ku dh ,d izeq[k fo'ks"krkcu x;h gS vkSj xR;kRed ,oa tfVy vFkZO;oLFkkvksa rFkk vfHkof)r izfr;ksxh fLFkfr;ksa esa Lo;a ds vfLrRo dksfVdk;s j[kus ds fy, mRikn fu;kstu tSls egÙoiw.kZ gfFk;kj dk iz;ksx vuqis{k.kh; cu x;k gSA dher fu/kkZj.k]xzkgd lsok;sa] foØ; ,oa foKkiu dk;ZØe vkfn izfrLi/kkZ O;ogkjksa dh lQyrk Hkh mRikn fu;kstu O;ogkj ijfuHkZj djrh gSA vr,o cktkj dh fof/k ekax ds vuq:i mRikn feJ dks lek;ksftr djus ds fy, mRikn fu;kstu,oa fodkl dk;ZØe dk egÙo lrr~ c<+rk tk jgk gSA

5. O;kid {ks=k & mRikn fu;kstu dk {ks=k vfr O;kid gS ftlesa mRikn fodkl rFkk mRikn uokpkj tSls egÙoiw.kZigyw lfEefyr gksrs gSA blfy, Hkh mRikn fu;kstu dk egÙo c<+rk tk jgk gSA LVsUVu18 dk dguk gS fd mRiknfu;kstu esa fuEu {ks=kksa ls lEc) fu.kZ; ysus rFkk dk;ZØe ds fu/kkZj.k dh fØ;k;sa lfEefyr gksrh gSa%&1. dkSu ls mRiknksa dk fuekZ.k fd;k tkuk pkfg;s rFkk dkSu ls mRikn [kjhns tkus pkfg,\2. laLFkk dks mRikn js[kk dk foLrkj djuk pkfg, vFkok ljyhdj.k djuk pkfg,A3. izR;sd oLrq ds u;s&u;s mi;ksx dkSu&dkSu ls gks ldrs gSa\4. D;k mRikn dh fdLe okafNr cktkj ,oa mi;ksx ds vuqlkj gS ;k ugha\5. mRiknksa ds fy, dkSu&lh czkaM] iSfdax ,oa yscy dk iz;ksx Bhd jgsxk\6. mRiknksa dks fdl 'kSyh] vkdkj&izdkj] ,oa fMtk;u esa fodflr fd;k tkuk gS rFkk dkSu ls jax o lkexzh

dk mi;ksx Bhd jgsxk\16 W. Lazer, op. cit., p. 242.

17 Alexander, Cross and Hill, op.cit., pp. 17-34.

18 W. J. Stanton, op. cit., p. 174.


7. mRiknu ek=kk fdruh gksuh pkfg, rFkk mldk bUosUVjh fu;U=k.k dSlk gksxk\8. mRiknksa dk ewY; fu/kkZj.k dSls fd;k tk;sxk o ewY; fdruk gksxk\

mRikn fodkl dk vFkZ(Meaning of Product Development)

mRikn fodkl dk vFkZ mRikn&fopkj dks okLrfod mRikn es ifjofrZr djus ls fy;k tkrk gSA ;g og izfØ;k gS tksrduhdh ,oa foi.ku {kerkvksa dks la;ksftr djrh gS vkSj iruksUeq[k mRiknksa ds iquLFkkZiuksa ds :i esa u;s mRikn vFkokla'kksf/kr mRikn cktkj esa izLrqr djrh gSA19

LVsUVu ds 'kCnksa esa ÞmRikn vuqla/kku bathfu;fjax ,oa fMtk;u lEcU/kh rduhdh fØ;k,¡] mRikn fodkl dgykrh gSAÞ20

bl ifjHkk"kk ds vuqlkj fo|eku mRiknksa esa lq/kkj] mudk iqufMZtkbfuax rFkk u;s mRiknksa dk fodkl dk;Z mRikn fodkl*ls lfEefyr gksrk gSAfyilu ,oa Mkjfyax ds 'kCnksa esa] ÞmRikn fodkl og izfØ;k gS ftlesa] lkekU;r% ,d o"kZ dh iznÙk le;kof/k ds fy, mRiknjs[kk esa uohu mRikn tksM+s tkrs gS] pkyw mRikn gVk;s tkrs gSaA vkSj la'kksf/kr fd;s tkrs gSaA21

mi;qZDr ifjHkk"kkvksa ls Li"V gS fd ^mRikn fodkl* dk vFkZ mRikn js[kk es uohu mRiknksa dks tksM+us] pkyw mRiknksa dhfMtk;uksa] vkdkjksa] miHkksxksa] xq.kksa ,oa iSdst fo'ks"krkvksa esa lq/kkj djus rFkk vokafNr mRiknksa dks iFkd djus ls gksrk gSAvU; 'kCnksa esa cktkj dh okLrfod t:jrksa dks iwjk djus gsrq ^mRikn rS;kj djuk* mRikn fodkl dgykrk gSA22

^mRikn&uhfr*] ^mRikn&fu;kstu* ,oa ^mRikn&fodkl* esa lEcU/k (Relation between 'Product-Policy', 'Product-

Planning' and 'Product-Development') & mRikn&uhfr*] mRikn&fu;kstu* ,oa mRikn fodkl* rhuksa gh ijLij ?kfu"V:i ls tqM+s gq, gS vkSj mRikn&izcU/k ds midj.k gSaA bl nf"V ls mRikn&uhfr*] mRikn&fu;kstu*] rFkk mRikn fodklls dgha vf/kd O;kid foi.ku fØ;k gS ftlesa vU; nksuksa fØ;k;sa lfEefyr gks tkrh gSaA mRikn&uhfr QeZ ds ml lkekU;iFk dk fu/kkZj.k djrh gS ftldk vuqlj.k QeZ }kjk fd;k tkrk gS rFkk tks laxBu ds lHkh O;fDr;ksa ,oa foHkkxksa dks ykHkns; izR;k;kssa dh izkfIr dh fn'kk dh vksj vxzlj djrh gSA mRikn&fu;kstu* ,oa mRikn&fodkl* nksuksa gh mRikn&uhfrds vax ,oa lk/ku gksrs gSaA^mRikn&fu;kstu* mRikn&uhfr ds y{;ksa ,oa mís';ksa dh izkfIr ds fy, mlds }kjk fu/kkZj.k lhekvksa ,oa Lrjksa ds vuqlkjmRikn lEcU/kh ;kstuk,¡ vkSj dk;ZØe rS;kj djrk gS rFkk mu mRikn fo'ks"krkvksa dk fu/kkZj.k djrk gS tks miHkksDrkvksadh fofo/k ek¡x dks Hkyh izdkj lUrq"V dj ldssA oLrqr% ^mRikn fu;kstu* dk dk;Z rduhfd :i ls fu.kZ; ysuk rFkkdk;ZØeksa dk fodkl djuk gSA mRikn&uhfr ds y{;ksa ,oa mís';ksa dh izkfIr gsrq laLFkk dh mRikn js[kk;sa dSlh gksuh pkfg,a¡]muesa dSls la'kks/ku vko';d gSa] rFkk mRikn&fodkl dh lEHkkouk;sa ykHkksi;ksxh gSa vFkok ugha] vkfn iz'uksa ds lek/kkumRikn&fu;kstu miyC/k djkrk gSA ^mRikn fodkl* ^mRikn fu;kstu dk vfHkUu vax gksrk gSA oLrqr% mRikn&fu;kstuiz'kklfud vf/kd gS] tcfd ^mRikn&fodkl* izÑfr ls fØ;kRed vf/kd gSA*ÞmRikn&fodklß mRikn&fu;kstu ds fu.kZ;ksa dks O;ogkj esa dk;Z:i iznku djus ds fy, mRiknksa ls lEcfU/kr mRiknvuqlU/kku] mRikn&fMtkbfuax] uo&mRikn fodkl tSlh rduhfd fØ;kvksa dks lEiUu djus dh izfØ;k gSA ;g izfØ;k19 William Lazer, op. cit., p. 243. fofy;e ystj us mRikn fodkl dks mRikn fu;kstu dk i;kZ;okph ekurs gq, foLrr vFkksaZ esa Lohdkjk gSA20 WJ Stanton. op cit., p. 180.

21 "Product development involves the adding, dropping, and modification of item specifications in the product line for a given period

of time, usually one year."

— Lipson and Darling, op. cit., p. 626.

22 "The product development may be defined as devising a product to meet the exact requirement of the market."

— SV Kodvekar "Key Role of R & D Developing Products" as article published in Economic Times, Jan., 17, 1972, p.v.

foi.ku ds fl)kUr106

laLFkk dh rduhdh ,oa foi.ku {kerkvksa dks okLrfod :i ls la;ksftr djrh gS rkfd laLFkk gj lEHko foi.ku voljdk ykHk mBk ldsA mRikn&fodkl] mRikn fopkj dks okLrfod mRikn esa cnyus ls lEcU/k j[krk gSA ;g mRikn fu;kstu}kjk fu/kkZfjr fo'ks"krkvksa dks rduhfd :i ls mRiknksa esa lekfo"V djrk gSA^mRikn&uhfr*] ^mRikn&fu;kstu ,oa ^mRikn fodkl* ds fØ;kdyki mPpLrjh; izcU/kdksa ds nkf;Ro ekus x;s gSaAmPpLrjh; izcU/kd mRikn&uhfr dk fu/kkZj.k djrs gSaA rFkk mRikn&fu;kstu ,oa mRikn&fodkl ds rduhdh igyqvksa dkekxZn'kZu djrs gSaA ;|fi mRikn&fu;kstu ,oa mRikn&fodkl ds dk;ksZa dks lEiUu djus dk nkf;Ro fo'ks"kK izcU/kdksa ijgksrk gSA] fQj Hkh buls lEcfU/kr fu.kZ; vR;Ur tksf[keiw.kZ rFkk O;kid izHkko okys gksrs gSa] blfy, mPpLrh; izcU/kdksadk vuqeksnu fy;k tkuk t:jh gksrk gSA

mRikn fodkl ds rÙo(Elements of Product Development)

^mRikn&fodkl* lgh mRikn dks lgh :i esa lgh dherksa ij lgh ek=kk esa lgh LFkku ij igq¡pkus ls lEcU/k j[krk gS bldk;Z dks djus ds fy, mRikn fodkl izfØ;k ds fuEufyf[kr rhu rÙoksa dks fodflr fd;k x;k gS&1. mRikn uokpkj (Product Innovation)% uokpkj dk vFkZ u;s fopkjksa dh [kkst ,oa mudh ykHkizn iz;qfDr ls

gksrk gSA mRikn uokpkj dh lgk;rk ls mRiknksa dks cktkj [k.M dh vko';drkvksa ds vuq:i cuk;k tkrk gS]mRikn&js[kk esa uohu mRikn lfEefyr fd;s tkrs gSa vkSj mu voLFkkvksa dh [kkst dh tkrh gSA ftuesa ykHkizn:i ls u;s mRiknksa dk fodkl ,oa foi.ku lEHko gksrk gSA dksbZ Hkh QeZ vkSj mlds izcU/kd orZeku izfrLi/khZfLFkfr;ksa esa pkyw mRiknksa ls lUrq"V ugha jg ldrs] Hkys gh os mÙke ,oa ykHkizn D;ksa u gksaA ;gh dkj.k gS fdmRikn uokpkj vFkkZr~ u;s mRiknksa ds fodkl dk dk;Z fnuksa&fnu vf/kdre izcU/kdh; Lohdj.k izkIr djrk tkjgk gSAmRikn uokpkj ds egÙo dks fuEufyf[kr ?kVdksa ds lUnHkZ esa ewY;kafdr fd;k tk ldrk gS&1. uohu rduhdh vkfo"dkjksa ,oa miyfC/k;ksa dk leqfpr ykHk mBkus ds fy, uokpkj Øk;ZØe dks viukuk

vfuok;Z gSA2. laLFkk dh fuf"Ø; dk;Z{kerk dk mi;ksx djus ds fy, uokpkj t:jh gSA3. cktkj ,oa miHkksDrk ek¡x esa gksus okys ifjorZuksa ds lkFk lek;kstu djus ds fy, uokpkj vko';d gSA4. laLFkk ds dk;Z{ks=k ,oa ykHkksa esa of) ds fy, uokpkj ijeko';d gSA

2. mRikn lq/kkj (Product Improvement): mRikn lq/kkj dk vFkZ cktkj&ek¡x] QS'ku] xzkgd&:fp;ksa vkfn dsvuqlkj mRiknksa esa mu xq.kksa dks mRiUu djus ls gS tks miHkksDrkvksa dks vf/kdre lUrqf"V miyC/k djk ldsaAmRiknksa dh fdLe] vkÑfr] 'kSyh] jax] fMtkbu] mi;ksx vkfn fo'ks"krkvksa esa fd;s tkus okys ifjorZu mRiknlq/kkj esa lfEefyr fd;s tkrs gSaA ;|fi mRikn lq/kkj tksf[ke iw.kZ gksrk gS] fdUrq mRiknksa ds fodkl dh rqyukesa de tksf[keiw.kZ gksrk gSA vkSj QeZ dh izfr;ksxh fLFkfr dks cuk;s j[kus ds fy, ijeko';d gksrk gSA

3. laos"Vu lq/kkj (Packaging Improvement): laos"Vu dk vFkZ oLrqvksa dks fMCcksa] iSdsVksa vFkok vU; dUVsulZesa bl izdkj cUn djus ls gksrk gS fd xzkgd mUgsa vklkuh ls igpku lds] ys tk lds] lqjf{kr j[k lds] VwV&QwVu gks rFkk os xzkgd dh izfr"Bk dk izrhd cu ldsA laos"Vu oLrqvksa ds ewY; ,ao fcØh dks izHkkfor djrk gSAvkSj mRikn foHksnhdj.k nk¡oisapksa dk ,d vuqie midj.k gksrk gSA laos"Vu lEcU/kh dkuwu moa fu;e Hkh xkzgdksadks /kks[kk/kM+h ,oa Bxh ls cpkus ds fy, vf/kdka'k jk"Vªksa esa] ikfjr fd;s tk pqds gSaA Hkkjr esa Hkh gky gh esa ,slkdkuwu cuk fn;k x;k gS tks fMCcksa vFkok iSdVksa esa vkus okyh oLrqvksa ds uke] mRikndksa ds uke] mudh ek=kk]ewY; vkfn ds ckjs esa iSdst ij fooj.k nsuk dkuwuu vko';d ekurk gSA bu leLr fLFkfr;ksa us laos"Vu lq/kkjdks iFkd ls mRikn fodkl izfØ;k dk ,d izeq[k rÙo cuk fn;k gSA


mRikn fodkl dk egRo(Importance of Product Development)

mRikn fodkl dh u;h ifjfLFkfr;ksa ds fuekZ.k ,oa fo|eku ifjfLFkfr;ksa ds iw¡thdj.k ls lEcU/k j[krk gSA blfy,O;kolkf;d QeZ] lekt vkSj jk"Vª ds nf"Vdks.k ls ;g vR;Ur egÙoiw.kZ foi.ku fØ;k gSA blds egÙo dks fuEu fcUnqvksals le>k tk ldrk gS%&1. vkS|ksfxd fLFkjrk dks izksRlkgu & O;kolkf;d laLFkkvksa ds mRikn fodkl dk;ZØe mRikn js[kkvksa dk foLrkj

rFkk ladqpu djrs gSa ftlls vFkZO;oLFkk esa ek¡x&iwfrZ lUrqfyr jgrh gS] jkstxkj ds voljksa es deh ugha gksus ikrhgS vkSj ifj.kkeLo:i vkfFkZd izxfr esa LFkkf;Ro vkrk gSA blds vykok O;olkf;d laLFkkvksa ds mRiknfofof/kdj.k dk;ZØe ,oa mRikn lq/kkj dk;ZØe vkS|ksfxd izxfr dks xR;kRedrk iznku djrs gSaA

2. xzkgd&lUrks"k es of) & mRikn fodkl QeZ dh rduhdh ,oa foi.ku {kerkvksa dks cktkj ek¡x ds lkFk bl izdkjla;ksftr djrk gS rkfd QeZ dh mRikn js[kk,¡ fofo/k xzkgd&vko';drkvksa dh iwfrZ vf/kdre lUrqf"VmiyC/k djrs gq, dj ldsA uokpkj u;s mRiknksa ds fodkl dks lEHko cukrk gS rFkk ljyhdj.k mRikn js[kkvksadh vuko';d tfVyrk dks nwj djds xzkgdksa ds mRikn p;u dks foosdiw.kZ lqxerk miyC/k djkrk gSA mRiknlq/kkj ,oa laos"Vu lq/kkj xzkgdksa dks lkekftd izfr"Bk ,oa euksoSKkfud lUrqf"V miyC/k djrs gS adqy feykdj;g dgk tk ldrk gS fd mRikn fodkl xzkgd&lUrks"k esa of) djrk gS] xzkgdksa dks LFkk;h cukrk gS vkSj u;scktkjksa dk fodkl djrk gSA

3. QeZ ds ykHkksa esa of) & mRikn fodkl dk;ZØe QeZ ds ykHkksa esa of) djrs gSa D;ksafd uokpkj QeZ dh fuf"Ø;{kerk dh iz;qfDr ,oa uwru vkS|ksfxdh ds ykHkksa dh miyfC/k dks uo mRiknksa ds fodkl }kjk lEHko cukrk gS]izekihdj.k ls QeZ dh {kerkvksa dk iw.kZ lnqi;ksx gksrk gS] fof'k"Vhdj.k ls QeZ dh [;kfr c<+rh gS vkSjljyhdj.k ls QeZ ds lk/kuksa dk lnqi;ksx lEHko gksrk gSA bl izdkj QeZ dh izfrLi/khZ fLFkfr ,oa ykHkksa dh ek=kkesa lq/kkj gksrk gSA

la{ksi esa ;g dgk tk ldrk gS fd mRikn fodkl* u;s mRiknksa ds fodkl }kjk QeZ ds cktkjksa dk fodkl djrk gS] ;gHkkoh mRikn js[kkvksa ij izdk'k Mkyrk gS] mRikn js[kkvksa ds foLrkj ladqpu dks crykrk gS( dherksa] foØ; lao)Zu] lsokvksa]vk'okluksa vkfn ij mRiknksa ds izHkko dks iznf'kZr djrk gS vkSj mRiknksa ds lq/kkj rFkk fu"ikn&ewY;kadu ds vk/kkjksa dsfodkl dks le>krk gSA vr,o mRikn fodkl O;kolkf;d laLFkkvksa ds fodkl&foLrkj] vfLrRo] fofu;ksxks ij izR;k;nj] fLFkfr] tu&/kkj.kk ,oa oS;fDrd vkSj izcU/kdh; y{;ksa dh izkfIr ls tqM+k gkssus ds dkj.k mudk thou jDr dgk tkldrk gSA

oLrq&fodkl ds fl)kUr(Principles of Product Development)

foi.ku {ks=k ds fo}kuksa us oLrq&fodkl ds rhu fl)kUr crk;sa gSa tks vk/kqfud oLrq&fodkl ds dk;ZØeksa ds cqfu;knh ,oavfHkUu vax cu pqds gSaA bu fl)kUrksa dk foLrr fooj.k] fuEu izdkj gS%&1. izekihdj.k dk fl)kUr (Principle of Standardization)% Þizeki og ekin.M gS tks okLrfod ifj.kkeksa dh

tk¡p gsrq vk/kkj iznku djrk gSAÞ vU; 'kCnksa esa] Þizekihdj.k mu fof'k"V HkkSfrd ,oa jklk;fud xq.kksa dks LFkkfirdjus dh izfØ;k gS tks vU; enksa dh rqyuk ds vk/kkj gksrs gSaaA ¼oLrqvksa ds fodkl esa izekihdj.k ls vFkZ mldsvkdkj] :i] jax] ek=kk] fdLe o HkkSfrd o jklk;fud y{k.kksa ls gS tks ,d oLrq esa gksus pkfg,AHkkjr esa izekihdj.k dh 'kq:vkr 1947 esa gqbZ FkhA orZeku esa Hkkjrh; ekud C;wjks (Bureau of Indian Standards)

uked laLFkk dk;Zjr gSA bl laLFkk us vc rd] 15]800 ekud ;k izeki fu/kkZfjr fd;s gSa ftudk mi;ksx ,sfPNdgSA ;gk¡ 12 gtkj laLFkk,¡ ,slh gSa tks ekud ds mi;ksx djus ds fy, ykblsUl izkIr djrh gSa tks 4]000 djksM+:i;s ds ewY; dh oLrqvksa dk mRiknu izfro"kZ djrh gSA

foi.ku ds fl)kUr108

2. ljyhdj.k dk fl)kUr (Principle of simplification): ljyhdj.k dk fl)kUr vuko';d oLrq fHkUurkvksa]vkdkj&iznku] fdLe] fMtkbu] vkfn esa deh djrk gSA foi.ku dk;ZØeksa dks ljy cukrk gSA Hk.Mkj ykxrksa omRiknu rFkk forj.k ykxrksa es deh djrk gS rFkk oLrq vizpyu nsj ls djrk gSA

3. fof'k"Vhdj.k dk fl)kUr (Principle of specilization): fof'k"Vhdj.k dk fl)kUr oLrq&fodkl ds {ks=k esavuko';d oLrq fofo/khdj.k dks lekIr djus ij tksj nsrk gS rFkk fof'k"V {ks=k esa usrRo iznku djrk gS ftllsdeZpkjh dh dq'kyrk c<+rh gS rFkk O;;ksa esa ferO;;rk gksrh gSA blls xzkgdksa dks Hkh vf/kdre lUrqf"Vfeyrh gSA

mi;qZDr rhuksa fl)kUr vyx&vyx gSa ysfdu os ,d&nwljs ls tqM+s gq, gSaA ljyhdj.k ds vHkko esa u rks izekihdj.k gksldrk gS vkSj u fof'k"Vhdj.kA blh izdkj izekihdj.k ds vHkko esa u rks ljyhdj.k gks ldrk gS vkSj u izekihdj.kAbl izdkj oLrqvksa ds fodkl esa bu rhuksa fl)kUrksa dk gh vuqlj.k fd;k tkuk pkfg,A

oLrq&fu;kstu ,oa oLrq&fodkl dk {ks=k(Scope of Product-planning and Product Development)

oLrq&fu;kstu ,oa oLrq&fodkl dk {ks=k dkQh O;kid gSA blesa oLrq ls lEcfU/kr lHkh ckrsa vkrh gSa( tSls] oLrq dk vkdkj]izdkj] fMtkbu] ewY;] jax] czk.M] losZJs"Bu vkfnA lkFk gh ds lHkh ckrsa Hkh blds {ks=k ds vUrxZr vkrh gSa ftuls oLrqds cktkj ij izHkko iM+rk gSA blds {ks=k esa eq[;r;k fuEu ckrsa vkrh gSa&1. oLrq&fu.kZ; (Product-decision): fdlh oLrq dk fuekZ.k djus ls iwoZ fuekZrk dks igys ;g fu.kZ; djuk iM+rk

gS fd og fdl oLrq dk fuekZ.k djuk pkgrk gS ftlls fd mlh ds vuq:i lk/kuksa dks tqVk;k tk ldsA bl izdkjoLrq&fu.kZ; fu;kstu dh izFke lh<+h gSA

2. oLrq dh fMtkbu o vkdkj (Design and Size of the Product): oLrq fu;kstu ds {ks=k esa oLrq dh fMtkbuHkh vkrh gSA ;gk¡ fMtkbu ds vFkZ esa ml oLrq dk <k¡pk] 'kDy] jax&:i] xU/k vkfn ls gSA vkdkj dk vFkZ oLrqdh vkÑfr ls gSA ;g vkÑfr dbZ izdkj dh gks ldrh gS( tSls] NksVh] cM+h o e/;LFk oLrq&fu;kstu ds {ks=k esa;g ckrsa Hkh vkrh gSaA

3. oLrq dk uke (Name of the Product): oLrq ds fu;kstu ,oa fodkl esa oLrq dk uke Hkh vkrk gSA oLrq dsuke ls vFkZ oLrq dk uke r; djuk gSa ;g uke ,slk gksuk pkfg, ftldks vklkuh ls iqdkjk tk lds] ;kn j[kktk lds rFkk tks oLrq dh DokfyVh o fuekZrk ds uke dks iznf'kZr djrk gks( tSls] fQfyIl cYc] foylu iSu],sojsMh cSVjh vkfnA

4. oLrq dk jax (Colour of the product): ;fn oLrq dk cktkj fuekZrk cktkj gS rc rks jax] vkfn dk /;ku j[kusdh vko';drk ugha gS ysfdu ;fn blds foijhr fLFkfr gS rks miHkksDrk dh :fp dk Hkh /;ku j[kuk gksxkA okLroesa] jax oLrq dks cspusa esa cgqr lgk;d gksrk gSA Hkkjr esa vf/kdka'k oLrqvksa ds lEcU/k eas vHkh fuekZrk cktkj ghgSa ysfdu dqN oLrqvksa ds lEcU/k esa ifjorZu gksrk fn[kk;h ns jgk gSA

5. oLrq dk ewY; (Price of the product): oLrq dk ewY;] oLrq&fu;kstu es ,d cgqr gh egRoiw.kZ ?kVd gSA ;fnewY;&fu;kstu esa dksbZ xyrh ;k Hkwy gks tkrh gS rks O;olk;h dk lkjk iz;Ru vlQy gks ldrk gSA vr% ewY;fu;ksftr djrs le; oLrq dh ek¡x o mldh p;u'khyrk] izfr;ksfxrk] miHkksDrk dh ns; {kerk] oLrq dk oxhZdj.k¼lqfo/kk] fof'k"V o lkSns dk eky½ forj.k rjhdk] oLrq ds ewY; ij ljdkjh izfrcU/k vkfn dk /;ku j[kuk pkfg,A

6. oLrq dk czk.M] iSdsftax o ysfcy (Brand, packaging and label of te product): oLrq&fu;kstu esa oLrqdk czk.M] mldk iSdsftax o ysfcy Hkh r; djuk iM+rk gSA czk.M ,d izdkj dk fpUg gS ftldk iz;ksx oLrq dkuke ;kn j[kus ds fy, fd;k tkrk gS ftlls fd xzkgd ml oLrq dks vklkuh ls igpku dj Ø; dj ldsA Hkkjresa blds cgqr&ls mnkgj.k feyrs gSa( tSls] [ktwj czk.M MkyMk] ouLifr ?kh] frryh Nki twrksa dh ikWfyl vkfnA


iSdsftax oLrq dks ykus&ys&tkus esa lqfo/kk nsus] mlds [kjkc gksus ls cpkus] e/;LFkksa }kjk dh tkus okyh tkylkthdks jksdus o oLrq ds foKkiu ds fy, fd;k tkrk gSA Hkkjr esa vf/kdka'k nokbZ;k¡ dk¡p dh 'khf'k;ksa ;k Vhu ;kIykfLVd ds fMCcksa esa iSd dh gqbZ feyrh gSAoLrqvksa ij ,d ysfcy vkSj yxk;k tkrk gS ftlls mlds iSdsftax o oLrq esa tkylkth u dh tk ldsA ;g ysfcylk/kkj.kr;k dkxt dk gksrk gS ftlesa oLrq ds xq.k] mlesa feyh gqbZ oLrqvksa dh ek=kk] czk.M vkfn Nik jgrk gSA

7. oLrq ds u;s iz;ksx (New uses of the product): oLrq ds u;s&u;s mi;ksxksa dk irk yxkuk Hkh oLrq&fu;kstuds {ks=k eas vkrk gSA u;s iz;ksxksa dk vFkZ gS oLrq fdu&fdu u;s dk;ksZa esa vk ldrh gS\ bl dk;Z ds fy,vuqlU/kku fd;k tkrk gS tks miHkksDrk o oLrq nksuksa ds ckjs esa gks ldrk gSA

8. oLrq dh xkj.Vh ,oa lsok (Guarantee & Service of the product): oLrqfu;kstu dk 'kk;n ;g vfUre dk;ZgSA miHkksDrk dks xkj.Vh nh tkrh gS fd ;fn oLrq tYnh [kjkc gks tk;sxh rks cny nh tk;sxh ;k mldh eq¶rejEer dj nh tk;sxhA bl izdkj dh xkj.Vh Hkh ,d lsok gS tks foØ; ds ckn dh tkrh gSA xkj.Vh dk mís';miHkksDrk dks bl ckr dk fo'okl fnykuk gS fd mldks ewY; dk mfpr izfrQy fn;k tk jgk gSA

bl izdkj oLrq&fu;kstu ,oa fodkl&oLrq ds cuus o cspus ij gh lekIr ugha gks tkrk gS cfYd miHkksDrk dks mfpr lUrks"knsus ds fy, ckn esa Hkh fd;k tkrk gSA

oLrq&fu;kstu dk mÙkjnkf;Ro(Responsibility of Product Planning)

oLrq&fu;kstu dk mÙkjnkf;Ro fdldk gS\ bldk mÙkj lk/kkj.k gS fd ;g dk;Z laLFkk ds ekfyd dk gSA ysfdu tcoLrqvksa dk fuekZ.k dEifu;ksa ds }kjk fd;k tkrk gS tks bl dk;Z dk mÙkjnkf;Ro dEiuh ds lapkyd e.My dk gSAcM+h&cM+h O;kolkf;d laLFkk,a bl dk;Z dks ,d lapkyd dks lkSai nsrh gSa vkSj ml lapkyd dks oLrq&fu;kstu ,oa fodkllapkyd dgrs gSaA dqN laLFkk,a vyx ls laapkyd ugha j[krha vkSj ;g dk;Z foi.ku lapkyd dks lkSi nsrh gSa tcfd dqN;g dk;Z oLrq fu;kstu lfefr ds ek/;e ls djrh gSaA ;g lfefr vius dk;Z dks vklku djus ds mís'; ls izR;sd oLrqds fy, vyx&vyx oLrq çca/kd fu;qDr dj nsrh gS vkSj bl çdkj oLrq fu;kstu dk dk;Z vyx&vyx oLrq izcU/kdksaij igq¡p tkrk gSA oLrq&fu;kstu lfefr Lo;a mu lHkh dk;ksZ esa leUo; djrh gS vkSj lapkyd&e.My ds fy, mÙkjnk;hgksrh gSA

oLrq&fu;kstu ,oa fodkl ds fy, laxBu(Organisation for Product-Planning and Development)

oLrq&fu;kstu ,oa fodkl ds fy, laxBu fofHkUu laLFkkvksa esa fofHkUu izdkj ds gksrs gSa] vkSj lkFk gh ;g laxBu fofHkUuO;olk;ksa ds fy, Hkh fofHkUu izdkj ds gksrs gSa ysfdu bu laxBuksa esa dqN lekurk,¡ ik;h tkrh gSaAlk/kkj.kr;k tc dksbZ fopkj lkeus vkrk gS rks mldh LohÑfr O;olk; ds izcU/k }kjk dh tkrh gSA ;g fopkj ,d u;hoLrq ds cukus ds lEcU/k esa ;k iqjkuh oLrq esa ifjorZu ds lEcU/k esa gks ldrk gSA fopkj dh LohÑfr fey tkus ijoLrq&fu;kstu foHkkx }kjk izkjfEHkd tk¡p&iM+rky dh tkrh gS vkSj oLrq lEcU/kh fo'ks"krkvksa dks ,df=kr fd;k tkrk gSA;g lHkh lwpuk,¡ bathfu;fjax foHkkx dks ,d ekWMy cukus ds fy, Hkst nh tkrh gSA ;g foHkkx ,d ekWMy cukdj fuekZ.kfoHkkx dks Hkst nsrk gSA vc fuekZ.k foHkkx oLrq dk FkksM+h lh ek=kk esa fuekZ.k djrk gS vkSj rnqijkUr foØ; ;k foi.kuijh{k.k foHkkx dks ijh{k.k gsrq lkSai nsrk gSA ;g foHkkx ,d fuf'pr {ks=k esa oLrq dh fcØh djrk gS vkSj bl lEcU/k esamiHkksDrk ,oa e/;LFkksa vkfn lHkh dh izfrfØ;kvksa dks mfYyf[kr djrk gS vkSj buds vuqlkj vko';d Qjs&cny gsrqbathfu;fjax foHkkx dks fQj ifjorZu djus ds fy, dgk tkrk gSA ;g foHkkx mlesa ifjorZu dj fuekZ.k foHkkx dks lkSainsrk gS tks ml oLrq dk okf.kT;hdj.k ds vk/kkj ij fuekZ.k djrk gSA xzkgdksa dks oLrq ds ckjs esa esa tkudkjh o mUgsa[kjhnus ds fy, ykykf;r djus ds mís'; ls foKkiu ,oa foØ; lao)Zu foHkkx Hkh dk;Zokgh djrk gSA vkSj vUr esa oLrq

foi.ku ds fl)kUr110

miHkksDrk ij igq¡p tkrh gSA ;fn miHkksDrkvksa }kjk vc Hkh oLrqvksa esa Qsj&cny dh vko';drk O;Dr dh tkrh gS rksfQj foi.ku vuqlU/kku dj ogh Øe viuk;k tkrk gSA ,d laLFkk esa lk/kkj.kr;k oLrq&fu;kstu ,oa fodkl ds fy, fuEuizdkj tSlk laxBu ik;k tkrk gS%&

Marketing Director Product Plannig Engineering Research

and Development

Marketing Research

Customer

Marketing finding:

Customer specification:

Perliminary Sales

estimation

Sales

Advertising

Sales Promotion

Manufacturing for

Full Scale Production

Engineering for

Modification

Product Testing

Manufacturing

bl laxBu esa foi.ku izcU/kd dks mÙkjnk;h cuk;k x;k gS ysfdu lnk gh ,slk ugha gksrk gSA dqN laLFkk,a blds fy,oLrq izcU/kd fu;qDr djrh gSaA tcfd dqN oLrq&fu;kstu lfefrA

oLrq ifjorZu fu.kZ;(Product-Change Decision)

,d fuekZrk ds le{k tc oLrq&ifjorZu ds fu.kZ; dh ckrh vkrh gS rks fofHkUu igyqvksa ij fopkj djus ds i'pkr~ mldksrhu esa ld ,d fu.kZ; ysuk iM+rk gSa blh ckr dks bl izdkj Hkh dg ldrs gSa fd oLrq lEcU/kh fu.kZ; rhu izdkj ds gksrsgSa & (i) oLrq la'kks/ku fu.kZ;] (ii) oLrq ifjR;kx fu.kZ;] (iii) u;h oLrq&fuekZ.k fu.kZ;A,d oLrq dk thou pØ bu rhuksa ij izHkko Mkyrk gSA os oLrq,¡ tks ifjiDo voLFkk esa gSa mUgssa iSdsftax o vU; izdkjls la'kks/ku djus ds fu.kZ; ysus dh vko';drk gksrh gS ysfdu os oLrq,¡ tks voufr voLFkk ij igq¡p pqdh gSa mUgsa viusoLrq&feJ.k ls ifjR;kx dk fu.kZ; ysus dh vko;';drk gksrh gS D;ksafd vc mudh fcØh ds c<+us dh dksbZ lEHkkouk ughagSA cfYd blds foijhr mudh fcØh ds rhoz xfr ls ?kVus dh gh lEHkkouk gSA ,slh gkyr esa u;h oLrq,¡ fuekZ.k djusdk fu.kZ; fy;k tk ldrk gSA

oLrq&la'kks/ku dk fu.kZ;(The Product -Modification Decision)

Þfdlh oLrq ds HkkSfrd y{k.kksa ;k mlds iSdsftax esa tku&cw>dj ifjorZu djus dks oLrq la'kks/ku dgrs gSaAÞ23 ;goLrq&la'kks/ku lHkh oLrqvksa esa lEHko ugha gksrk gSA ;g oLrq&la'kks/ku lHkh oLrqvksa esa lEHko ugha gksrk gSa fo'ks"k :i ls muoLrqvksa es tgk¡ muds dPps eky o jklk;fud inkFkZ esa dksbZ vUrj ugha gSA mnkgj.k ds fy,] lk/kkj.k feêh dk rsy Hkkjr23 "A product-modification is any deliberate alteration in the physical attributes of a product or its packaging.

— Philip Kotler: Marketing Management, p. 452.


es bf.M;u vkW;y*] Hkkjr iSVªksfy;e o fgUnqLrku iSVªksfy;e uked rhu cM+h dEifu;ksa }kjk rS;kj fd;k o cspk tkrk gSAysfdu blds HkkSfrd y{k.kksa esa dksbZ vUrj ugha gSA vr% ,sls ekeyksa esa euksoSKkfud vUrj o epsZ.Mkbftax ls ifjorZu djfoi.ku fd;k tkrk gSAizR;sd fuekZrk le;≤ ij bl ckr dk irk yxkrk jgrk gS fd D;k oLrqvksa esa la'kks/ku dj vf/kd ykHk dek;k tkldrk gSA ;g la'kks/ku oLrq ds vkdkj] Lokn] lkexzh] dk;Z] bathfu;fjax] o 'kSyh vkfn es ls fdlh ,d esa ;k dbZ dksfeykdj fd;s tk ldrs gSaAvkt ds bl iforZu'khy ;qx esa cgqr&ls dkj.k gSa tks ,d fuekZrk dks viuh oLrqvksa esa la'kks/ku djus ds fy, foo'k djnsrs gSA ftlls fd ykHk dks cuk;s j[kk tk lds ;k mles of) dh tk ldsA ;s dkj.k fuEufyf[kr gSa%&1. izfrLi)kZ (Competition): izfrLi)kZ lcls egRoiw.kZ ,oa izeq[k dkj.k gS tks oLrq esa la'kks/ku ds fy, ck/;

djrh gSA2. rduhdh mUufr (Technical Progress): ns'k esa mUur rduhd miyC/k gksus ds dkj.k Hkh oLrq esa la'kks/ku

djuk vfuok;Z gks tkrk gSA mnkgj.k ds fy,] nk<h cukus okys CysMA Hkkjr esa og CysM yksgs dh iÙkh ds gksrsFks ysfdu vc LVsuySl LVhy ds miyC/k gSaA blh izdkj igys lk/kkj.k VkbijkbVj Fks ysfdu vc fctyh dsVkbijkbVj Hkh miyC/k gSaA

3. foØ; fxjkoV (Sales Decline): oLrq dh fxjrh gqbZ fcØh oLrq&la'kks/ku ds fy, ck/; dj nsrh gSAmi;qZDr dkj.kksa ls o'khHkwr gksdj oLrq&la'kks/ku fd;k tkrk gS ftlesa dHkh rks mldk iSdsftax cny fn;k tkrk gS rks dHkhoLrq uokpkj dj fn;k tkrk gS rks dHkh fcYdqy u;h oLrq izLrqr dj nh tkrh gSA dHkh&dHkh rks ml oLrq ds u;s&u;sekWMy izfro"kZ fudky fn;s tkrs gSaA Hkkjr esa izhfe;j&izslhMs.V] fgUnqLrku dkj* o ek:fr dkj* ds ekWMy bUghsa dkj.kksals izfro"kZ ;k dqN o"kZ ckn fudkys tkrs gSaAoLrq&lq/kkj ;k la'kks/ku dh cgqr&lh jhfr&uhfr;k¡ gSa ysfdu eq[; fuEu rhu gSa%&1. fdLe&lq/kkj jhfr&uhfr (Quality-improvement strategy): bl jhfr&uhfr dk mís'; oLrq ds izfr fo'okl

,ao fVdkÅiu es of) djuk gSA ;g dk;Z oLrq dh lkexzh ;k mldh rkfU=kd ckrksa esa Qsj&cny dj fd;k tkrkgS vkSj ;g uhfr ml le; viuk;h tkrh gS tcfd (i) fuekZrk izfr;ksfxrk esa ihNs ugha jguk pkgrk gS] ;k (ii)fuekZrk viuh fuEu DokfyVh ds mRiknu ds fy, izfl) gS vkSj vc mPp DokfyVh dh oLrq cukdj viuh izflf)pkgrk gS] ;k (iii) fuekZrk vius foi.ku mís';ksa dh iwfrZ djuk pkgrk gSA ;g mís'; fdlh cktkj esa viuh fLFfrizeq[k cukus ds fy, gks ldrs gSaA;g uhfr ,d vPNh uhfr gS ysfdu 'krZ ;g gS fd (i) oLrq esa ifjorZu bl izdkj fd;k tk; fd og ifjorZulkQ&lkQ fn[kk;h ns] ,oa (ii) Øsrkvksa dh i;kZIr la[;k oLrq dh fdLe lEcU/kh rF;ksa dh tkudkjh ls izsfjr gksuhpkfg,A

2. 'kSyh&lq/kkj jhfr&uhfr (Style-improvement Strategy): bl jhfr&uhfr ds viukus esa oLrq esa lkSUn;ZlEcU/kh vkd"kZ.k c<+k;k tkrk gSA dEifu;ksa }kjk eksVjxkfM;ksa ds tks ekWMy izfro"kZ fudkys tkrs gS os 'kSyhizfr;ksfxrk ds dkj.k gh fudkys tkrs gSaA ysfdu ;g 'kSyh izfr;ksfxrk cgqr&lh leL;k,¡ mRiUu djrh gSA ;gdguk dfBu gS fd u;h 'kSyh dks xzkgdksa }kjk viuk fy;k tk;sxkA blh izdkj ;fn u;h 'kSyh dh oLrqvksa dkfuekZ.k djuk 'kq: gksrk gS rks fuekZrk iqjkuh 'kSyh dh oLrqvksa dk mRiknu cUn dj nsrk gSA bldk ifj.kke ;ggksrk gS fd 'kSyh&lq/kkj jhfr&uhfr ds viukus esa fuekZrk oLrq ds dqy cktkj esa viuk LFkk;h fgLlkcuk ysrk gSA

3. dk;Z lEcU/kh lq/kkj jhfr&uhfr (Functional featres improvement strategy): bl jhfr&uhfr dk mís';okLrfod ;k dfYir iz;ksDrk&ykHkksa esa of) djuk gSA blesa oLrq&lq/kkj bl izdkj fd;k tkrk gS fd ogvf/kd lqfo/kktud] dq'ky ,oa lqjf{kr cu ldsA

foi.ku ds fl)kUr112

mi;qZDr rhuksa jhfr&uhfr;k¡ ,d&nwljs ls LorU=k gSa ysfdu O;ogkj es ;g ik;k tkrk gS fd fuekZrk mi;qZDr rhuksa dks gh,d lkFk viukrs gSaA izk;% ;g ik;k tkrk gS fd fdlh ,d jhfr&uhfr dk iz;ksx u djds bu jhfr&uhfr;ksa ds fefJr:i dks viukrs gSaA ,d laLFkk dks viuh izfr;ksxh fLFkfr cuk;s j[kus ds fy, oLrq dh fdLe] 'kSyh ,oa dk;kZRed lq/kkjlEcU/kh uohurkvksa dks viukrs jguk pkfg,Aysfdu oLrq&la'kks/ku djus es tksf[ke jgrh gSA vr% laLFkk dks tksf[ke ?kVkus okys mik;ksa ij fopkj vo'; dj ysukpkfg,A tksf[ke de djus ds mís'; ls oLrq esa la'kks/ku /khjs&/khjs fd;k tk ldrk gSA foi.ku vuqlU/kku ij i;kZIr ek=kkes O;; djds lEHkkfor foØ; izHkkoksa dk irk yxk;k tk ldrk gS rFkk u;h la'kksf/kr oLrqvksa ds lkFk iqjuh oLrqvksa dksHkh pkyw j[kk tk ldrk gSA

oLrq ifjR;kx dk fu.kZ;(Product Elimination Decision)

tc ,d fuekZrk viuh fuekZ.k&rkfydk esa ls fdlh oLrq dks fudky nsrk gS rks bldks oLrq lekfIr ;k oLrq yksi ;k oLrqifjR;kx dgrs gSaA blesa fuekZrk ds }kjk ml fudkyh gqbZ oLrq dk fuekZ.k cUn dj fn;k tkrk gSA tSls] ;fn fdlh nokb;ksads fuekZrk }kjk 10 nokbZ;ksa dk fuekZ.k ,oa foØ; fd;k tk jgk gS ysfdu dqN le; ckn og 9 nokb;ksa dk fuekZ.k ,oafoØ; djrk gS vkSj nloha nok dk fuekZ.k ,oa foØ; cUn dj nsrk gS rks blh dks ge oLrq yksi ;k oLrq ifjR;kx dkuke nsrs gSaAvc ;g iz'u mBrk gS fd oLrq&lekfIr ;k yksi dk fu.kZ; ,d fuekZrk }kjk D;ksa fy;k tkrk gS\ ;k blh dks ge bl izdkjdg ldrs gSa fd ,d fuekZrk dks ,slk fu.kZ; ysus ds fy, ck/; djus okys dkSu&dkSu ls dkj.k ;k ?kVd gSa\ ,slk fu.kZ;ysus ds dkj.k ;k ?kVd fuEu gks ldrs gSa%&1. fxjrh gqbZ fcØh (Declining sale): tc fdlh oLrq dh fcØh izfro"kZ fxjrh tk jgh gS vkSj mlds mBus dh

dksbZ lEHkkouk fn[kk;h ugha nsrh gS rks fuekZrk ds fy, oLrq lekfIr dk fu.kZ; ysus dk ;g mfpr voljgksrk gSA

2. fxjrs gq, ykHk (Delining profits): ;fn fdlh oLrq ds ykHkksa esa cjkcj deh gksrh tkrh gS vkSj muds mBusdh dksbZ lEHkkouk çrhr ugha gksrh gS rks oLrq ifjR;kx dk fu.kZ; fy;k tk ldrk gSA

3. fxjrs ewY; (Declinig prices): ;fn oLrq ds ewY;ksa esa fxjkoV dh izofÙk fn[kk;h nsrh gS vkSj mlds :dus dkdksbZ LFkku nf"Vxkspj ugha gksrk gS rks fuekZrk ds }kjk oLrq&lekfIr dk fu.kZ; fy;k tk ldrk gSA

4. oLrq dk thou&pØ (Life-cycle of the product): dHkh&dHkh oLrq dk thou pØ Hkh oLrq dh lekfIr eslgk;d gksrk gSA tc oLrq vius thou&pØ es ifjiDork dh voLFkk esa igq¡p tkrh gS rks dqN le; ckn voufrokyh voLFkk izkjEHk gks tkrh gS vkSj ykHk de gksus yxrs gSaA ,slh fLFkfr esa ,d fuekZrk }kjk oLrq&lekfIr ;kifjorZu dh ckr lksph tk ldrh gS vkSj ml ij fu.kZ; fy;k tk ldrk gSA

5. izcU/kdh; le; (Managerial time): ;fn fdlh oLrq ds foi.ku ij izcU/kdksa dks vU; oLrqvksa dh rqyu esavf/kd /;ku nsuk iM+rk gS ftlls vU; oLrqvksa dh ykHkns;rk foijhr :i ls izHkkfor gksrh gS rks ,slh fLFkfr esaoLrq ds ifjR;kx dk fu.kZ; fy;k tk ldrk gSA

6. oLrq dh izHkko'khyrk es deh (Reduction in product's effectiveness): ;fn oLrq mu mís';ksa dh iwfrZ ughadj ik jgh gS ftuds fy, mls oLrq&js[kk&iafDr esa 'kkfey fd;k x;k Fkk rks ,slh oLrq ds ifjR;kx dk fu.kZ;fy;k tk ldrk gSA

7. izfrLFkkfir oLrq (Substitute product): izfrLFkkfir oLrq dk vFkZ gS ,d oLrq }kjk nwljh oLrq dk LFkku ysysukA ysfdu ;g LFkku ml le; fy;k tkrk gS tcfd u;h izfrLFkkfir oLrq igys fuekZrk dh oLrq ls mUurgksrh gSA ,slh fLFkfr es igyh oLrq ds fuekZrk }kjk mlesa Qsj&cny ;k lekfIr ds ckjs esa fu.kZ; fy;k tkldrk gSA


,d vPNs fuekZrk }kjk le;≤ ij viuh oLrqvksa dh leh{kk dh tkrh gS vkSj ftu oLrqvksa esa Åij fy[ks tSls fpUgizLrqr gksrs fn[kk;h nsrs gSa rks mlds }kjk lekfIr ds fu.kZ; ij fopkj vo'; fd;k tkuk pkfg,A fopkj dk vFkZ ;g dnkfiugha gS fd ,dne lekfIr dk fu.kZ; ys ysuk pkfg,A lekfIr fu.kZ; ysus ls iwoZ ;g ns[k ysuk pkfg, fd D;k oLrq esala'kks/ku ;k uokpkj dj mldh ek¡x] mlds ykHk o vU; ckrksa dks ;Fkkfof/k cuk;s j[kk tk ldrk gS\ ;fn lEHko gks rksigys ;gh fu.kZ; ysuk pkfg,A fdlh izdkj ml oLrq esa lq/kkj dk volj ugha gS rks lekfIr dk fu.kZ; vo'; ys fy;ktkuk pkfg,A fdlh Hkh fn'kk esa chekj oLrqvksa dks vius mRiknu esa cuk;s j[kuk mfpr ugha gS D;ksafd blls jk"Vªh; lk/kuksa dk nq:i;ksx gksrk gSAlk/kkj.kr;k ;g ns[kk tkrk gS fd O;olk; oLrq ds ifjR;kx dk fu.kZ; ysus dks Vkyrk gS vkSj og ges'kk ;g iz;Ru djrkgS fd oLrq&la'kks/ku ;k uohu oLrq&fodkl djds gh dke pyk fy;k tk; vkSj oLrq dk ifjR;kx u fd;k tk;A og mloLrq dks vius oLrq&feJ.k esa ml le; rd j[kuk pkgrk gS ftl le; rd og py ldrh gSA bldk ifj.kke ;g gksrkgS fd (i) ml O;olk; ds lk/ku vuko';d :i ls f?kjs jgrs gSa ftudksa vU;=k yxk;k tk ldrk gS vkSj ykHk dks c<+k;ktk ldrk gS] (ii) ykHk dh ek=kk de gks tkrh gS] vkSj (iii) laLFkk u;s voljksa dks gkFk ls NksM+ nsrh gSAnqcZy oLrqvksa dh ykxr

(Cost of Weak Products)

os oLrq,¡ tks de fcdrh gSa rFkk ftuls ykHk Hkh de gh gksrs gSa ysfdu fQj Hkh os ,d O;olk; dh oLrq&iafDr es cuhjgrh gS nqcZy oLrq,a dgykrh gSaA,slh oLrq,¡ ,d O;olk;h ds fy, egaxs cks> ds leku gSa vkSj buds ifjR;kx dk fu.kZ; ys fy;k tkuk pkfg,A ysfduO;olk;h ,slk ugha djrk gSA og budks viuh oLrq iafDr es rc rd fuHkkrk jgrk gS tc rd ,slh oLrqvksa ls izR;{k fuekZ.khykxr fcØh ds :i esa feyrh jgrh gS ysfdu O;olk;h ;g Hkwy tkrk gS fd oLrq dh izR;{k fuekZ.kh ykxr ds vfrfjDrdqN vU; ykxrsa Hkh gksrh gSa ftudk irk cgh&[kkrs vkfn ls Hkh ugha yxrk gS] ftUgs fNih ykxrsa dgrs gSaA ;g ykxrsa HkhoLrq dh izR;{k ykxr ds lkFk izkIr gksuh pkfg,A ;g fNih gqbZ ykxr fuEu izdkj dh gksrh gSa%&1. nqcZy oLrqvksa ds foKkiua ,oa foØ; loa)Zu ij rqyukRed nf"V ls vf/kd O;; djuk iMrk gS ysfdu ;fn bruh

gh jde vU; LoLFk oLrqvksa ij O;; dh tk;s rks vf/kd ykHk mBk;k tk ldrk gSA2. nqcZy oLrqvksa ds ewY;ksa o muds LVkWd esa le;≤ ij ifjorZu djuk iM+rk gSA3. izcU/kdksa dks nqcZy oLrqvksa ds ckjs esa lkspus ij vf/kd le; O;rhr djuk iM+rk gS vkSj vf/kd /;ku nsuk

iM+rk gSA4. ,slh oLrqvksa dh dfe;k¡ xzkgd ds eu esa Hkze mRiUu dj nsrh gSa fd fuekZrk oLrq dks D;ksa ugh lq/kkj jgk gS vkSj

bl izdkj ml fuekZrk dh Nfo fcxM+ ldrh gSA+5. ,d nqcZy oLrq dh mRiknu&pky esa cgqr le; ,oa /ku O;; gksrk gSA bldk dkj.k ;g gS fd ,slh oLrq dh

mRiknu&pky esa cgqr le; ,oa /ku O;; gksrk gSA bldk dkj.k ;g gS fd ,slh oLrq dk mRiknu ckj&ckj dedjus ds fy, mRiknu&pky ckj&ckj lsV djuh iM+rh gSA

bl izdkj nqcZy oLrqvksa ds cuk;s jgus esa ykxr c<+rh gS o izfrLFkkiu oLrqvksa ds <w¡<+us esa nsj yxrh gS vkSj oLrq&feJ.klUrqfyr ugha jg ikrkA lkFk gh vkxs pydj laLFkk Hkh detksj gks tkrh gSA vr% mfpr le; ij oLrq ifjR;kx dk fu.kZ;vo'; ys fy;k tkuk pkfg,AifjR;kx fu.kZ; u ysus ds dkj.k

(Reasons for not taking Elimination Decision)

,d fuekZrk ;g tkurs gq, fd nqcZy oLrq dks oLrq&iafDr es cuk;s j[kus ls ykxr c<+rh gS] ykHk de gksrs gSaA Hkkoh ;kstukvksa

foi.ku ds fl)kUr114

ij izHkko iM+rk gS] ysfdu fQj Hkh og mudks viuh oLrq&iafDr esa cuk;s j[krk gSA vkj. ,l. vysDts.Mj ds er esa] Þbldkeq[; dkj.k Hkkoqdrk gSAÞ lkekU;r;k oLrq ifjR;kx fu.kZ; u ysus ds fuEu dkj.k crk;s tkrs gSa&1. ?kVdksa esa ifjorZu (Change in factors): izcU/kdksa dh ;g /kkj.kk jgrh gS fd oLrq dh de fcØh ckgjh ?kVdksa

ds dkj.k gS tks 'kh?kz gh cny tk;saxs vkSj vkxs pydj vkfFkZd ;k cktk: ?kVd vuqdwy gks tk;saxs rFkk fcØhc<+ tk;sxhA

2. oLrq&la'kks/ku }kjk izksRlkgu (Boosting by product-modification): izcU/k ;g lksprk gS fd oLrq&la'kks/kuds }kjk fcØh dks izksRlkfgr dj fy;k tk;sxkA

3. foi.ku dk;ZØe esa la'kksu (Modification in marketing programme): izcU/k }kjk dHkh&dHkh ;g Hkhlkspk tkrk gS fd oLrq esa dksbZ deh ugha gS cfYd ;g deh foi.ku dk;ZØe dh gS ftldks Bhd fd;k tk ldrkgS rFkk blds fy, Mhyjksa dks izksRlkfgr fd;k tk ldrk gSA foKkiu ctV esa of) ,oa fOkKkiu esa ifjorZu djds;k vU; foi.ku ?kVdksa es la'kks/ku djds fcØh dks c<+k;k tk ldrk gSA

4. vU; oLrqvksa dh fcØh esa lgk;d (Helpful in the sale of othe products): ,d nqcZy oLrq dks blfy, Hkhcuk;s j[kk tk ldrk gS fd mlls vU; oLrqvksa dh fcØh esa lgk;rk fey jgh gSA ;g oLrq yypkus okyh oLrqgS ftlls fd vU; oLrqvksa ds xzkgd Q¡lk;s tkrs gSaA

5. mifjO;;ksa dh izkfIr (Receipt of overhead expenses): bl oLrq dh fcØh mifjO;;ksa dks iwjk dj nsrhgS vkSj fuekZrk ds ikl vius lk/kuksa dks dke esa yxk;s j[kus dk blls vPNk lk/ku vkSj dksbZ ugha gSA

6. deZpkfj;ksa dk fgr (Interest of personnel): fufgr LokFkksZa ds dkj.k Hkh nqcZy oLrq dks cuk;s j[ks jgrs gSaAlaxBu ds Hkhrj vkSj ckgj dqN ,sls O;fDr gksrs gSa ftudh jksth&jksVh blh oLrq ij fuHkZj gSa( tSls oLrq&izcU/kd] deZpkjh o xzkgdA ;fn oLrq dks oLrq iafDr ls fudky fn;k tk;sxk rks mldk mRiknu cUn gksus ijmudh lsok,¡ lekIr dj nh tk;saxh ;k mudk dk;Z cnyuk gksxkA dHkh&dHkh euksHkko ,slk oLrq ifjR;kx fu.kZ;ysus esa ,d 'kfDr'kkyh ?kVd cu tkrk gS vkSj oLrq o"kksZa rd fuekZrk dh oLrq&iafDr esa cuh jgrh gSA

7. dfe;ksa dks fNikuk (Hiding of defeacts): os O;fDr tks laxBu esa gSa vkSj ftudk fgr oLrq ifjR;kx ls izHkkforgksrk gS os oLrq dh dfe;k¡ fNikrs jgrs gSa] tSls] oLrq dh fdlh izdkj fcØh dj miHkkDrk ds LVkWd esa /kdsy nsuk(Ñf=ke rjhds ds fooj.k izcU/k dks nsuk( ;k oLrq lEcU/kh ckrksa dsk izcU/k ls fNikukA

oLrq ifjR;kx rjhdk

(Product Abandonment Practice)

oLrq ifjR;kx dk lcls vPNk rjhdk vHkh rd LFkkfir ugha gqvk gSA lk/kkj.kr;k ;g ns[kk tkrk gS fd oLrq ifjR;kxdh dk;Zokgh rhu esa ls fdlh ,d ds vk/kkj ij dh tkrh gS%&

1. VqdM+ksa ds vk/kkj ij (On a piecemeal basis): blesa oLrq dk ifjR;kx iw.kZ :i ls u djds /khjs&/khjs fd;ktkrk gSA ;g ml le; fd;k tkrk gS tcfd oLrq dk ewY; fxjrk pyk tk jgk gSA

2. ladV ds vk/kkj ij (On a crisis basis): tc oLrq dh dqy fcØh fxrjh pyh tkrh gS ;k ykxr c<+rh pyhtkrh gS ;k mldk LVkWd Hkkjh ek=kk esa xksnke esa ,df=kr gksuk 'kq: gks tkrk gS rks oLrq ifjR;kx dk fu.kZ; blladV ds vk/kkj ij ys fy;k tkrk gS vkSj oLrq dk mRiknu rqjUr cUn dj fn;k tkrk gSA bl izdkj oLrq fuekZrkdh oLrq&iafDr ls fudy tkrh gSAysfdu mi;qZDr nksuksa gh rjhds mfpr ugha gSA bldk dkj.k ;g gS fd oLrq vuko';d gksrs gq, Hkh fuekZrk dhoLrq&iafDr esa f[kaprh jgrh gS vkSj bldk fuekZ.k pyrk jgrk gSA

3. lkof/kd oLrq leh{kk fof/k (Periodic product review method): ,d lqO;ofLFkr rjhdk ;g gks ldrk gSfd mu oLrqvksa dh leh{kk] ftuds vkSlr ykHk de gks jgs gSa] ,d fuf'pr le; ds vUrj ij vo'; dj yh tk;(tSls] gj rhu ekg ds i'pkr~A ;g rjhdk lgh fn'kk esa ,d dne gS vkSj ,slk djus ls oLrq ds lEcU/k es fu.kZ;


ysus dk le; vo'; vk tkrk gS vkSj mldks Vkyk ugha tk ldrk gSA bl leh{kk ls nks y{;ksa dh dh iwfrZ gkstkrh gS & (i) cnyrh gqbZ ifjfLFkfr;ksa ds lUnHkZ esa ftu oLrqvksa dks cnyus ;k fudkyus dh vko';drk gksrhgS mudk irk yx tkrk gSA blls laLFkk ds ykHkksa esa of) djus ds y{;ksa dh iwfrZ gks ldrh gSA (ii) os vf/kdkjhftu ij fdlh oLrq dk mÙkjnkf;Ro gS vkSj ;fn mudk dk;Z vPNk gS rks mudks iszj.kk nh tk ldrh gSA blhizdkj vdq'ky deZpkfj;ksa ds fo:) dk;Zokgh Hkh dh tk ldrh gSA

oLrq ifjR;kx fu.kZ; dh voLFkk,¡

(Stages of Product Elimination Decision)

oLrq ifjR;kx dk fu.kZ; NksVs O;olk;ksa esa rks O;olk;h Lo;a ys ysrk gS ysfdu cM+s O;olk; esa bl fu.kZ; ds fy, ,dlfefr cuk nh tkrh gS ftldks oLrq fu:i.k lfefr dgrs gSaA bl lfefr esa ml O;olk; ds foi.ku] mRiknu ,oa fuU;=k.kfoHkkxksa ds vf/kdkjh gksrs gSaA ftudh fu;qfDr O;olk; dk izcU/k djrk gSA tc dksbZ lfefr bl izdkj cu tkrh gS rksfQj ;g lfefr vius mís'; fu/kkZfjr djrs gq, oLrq ds ifjR;kx fu.kZ; ij vkus ds fy, ftl rjhds dks viuk;sxh mldkfu/kkZj.k djrh gSAoLrq ifjR;kx ds nks rjhsdksa es nks izdkj dh voLFkk,¡ gksrh gSaA Åij tks crk;k x;k gS og ltukRed voLFkk,¡ dgykrhgSaA bldks fuEu izdkj n'kkZ;k tk ldrk gS%&

ltukRed voLFkk,¡(Creative Stages)

oLrq fu:i.k lfefr

oLrq N¡VkbZ ds mís';,oa dk;Z&fof/k fu/kkZj.k

nwljh voLFkk dks izpkyu voLFkk,¡ (Operational stages) dgrs gSA blesa fuEu voLFkk,a gksrh gSa%&

1. oLrq vk¡dM+s ,d=k.k (Collection of product data): bl voLFkk esa loZizFke mu oLrqvkas ls lEcfU/kr vk¡dM+s,df=kr fd;s tkrs gSa ftudh fcØh de gks jgh gS ;k ftudk LVkWd c<+rk pyk tk jgk gS ;k ftu ykHk ij dh

izpkyu voLFkk,¡(Operational Stages)

oLrq vk¡dM+s ,d=k.k

dEI;wVj izksxzke

ewY;kadu

lwph vadksa dk fu:i.k

uhfr;ksa o ;kstukvksadk fuekZ.k

foi.ku ds fl)kUr116

ek=kk de gksrh tk jgh gSA ;g vk¡dM+s ;k lwpuk,¡ fcØh] ykxr] ewY; o vU; ckrksa ls lEcfU/kr fiNys dbZ o"kksaZds gksrs gSa ftlls fd rqyuk dh tk ldsA

2. dEI;wVj izksxzke (Computer Programme): ;g nwljh voLFkk gSA blesa igyh voLFkk esa tks lwpuk,¡ ,df=krdh xbZ gSa mudks dEI;wVj esa Mky nsrs gSa vkSj mu oLrqvkas dks Nk¡Vrs gSa tks lafnX/k gSaA ;g dk;Z igys ls fu/kkZfjrfl)kUrksa ds vuqlkj fd;k tkrk gSA

3. ewY;kadu (Rating): tc dEI;wVj ls mu oLrqvksa dh lwph izkIr gks tkrh gS rks fQj mudsk 'kq) fl)kUrksa dsvk/kkj ij oLrq fu:i.k lfefr;ksa }kjk ewY;kadu fd;k tkrk gSA blds fy, izR;sd vad dks Hkkj nsdj lwph vadrS;kj fd;k tkrk gSA

4. lwph vadksa dk fu:i.k (Review of indices): Åij tks lwph vad rS;kj fd;k x;k gS oLrq fu:i.k lfefrblds vk/kkj ij oLrqvksa ds ifjR;kx dk fu.kZ; ysrh gSA

5. uhfr;ksa o ;kstukvksa dk fuekZ.k (Formulation of Policies and plants): tc oLrqvksa ds ifjR;kx dk fu.kZ;ys fy;k tkrk gS rks fQj vUr esa mu uhfr;ksa o ;kstukvksa dk fuekZ.k djuk iM+rk gS ftuds vuqlkj oLrq dkifjR;kx fd;k tk;sxkA

oLrq dks R;kxrs le; ,d fuekZrk dks bu ckrksa dks Hkh /;ku esa j[kuk pkfg, fd tks oLrq,¡ vc rd csph gSa muds fy,iqtZs fdl izdkj miyC/k gks ldsaxs\ Mhyjksa o vU; ds lkFk dksbZ vkHkkj (obligation) rks ugha gS\ D;k dksbZ vU; ,slk fuekZrkgS tks ifjR;kx dh x;h oLrq dks Ø; dj ys \ vkfnA

u;h oLrqvksa dk fuekZ.k(Manufacture of New Products)

u;h oLrq ds fuekZ.k ls gekjk vFkZ ubZ oLrq ds fodkl ls gSA blesa (i) u, mRikn fopkjksa dh [kkst (ii) fopkjksa dh Nkuchu(iii) vkfFkZd fo'ys"k.k (iv) mRikn dk izk;ksfxd mRiknu (v) ijh{kkRed foi.ku (vi) foi.ku] vkrk gSA bu lHkh dk foLrrfooj.k vkxs blh v/;k; esa fd;k x;k gSAmRikn dk fodkl

(New Product Development)

og ?kVd tks u;s fodkl ds fy, izsj.kk nsrs gSa nks Hkkxksa esa ckaVs tk ldrs gSaA1. lkekU; izsjd (General Incentives)

2. fo'ks"kd izsjd (Specific incentives)

mRikn fodkl ds fy, lkekU; iszjd

(General Incentives For Product Development)

lkekU; izsjd ds varxZr os ?kVd vkrs gSa tks mRikn fodkl ds fy, cM+s :i esa mÙksftr djrs gSaA lk/kkj.kr;k ;s ?kVdxzkgdksa dh :fp esa ifjorZu] fodkl ds fy, vUos"k.k vkSj xzkgdksa dh Ø; 'kfDr rFkk nwljh vksj izfrLi/kkZ dh fLFkfr esavfLFkjrk vkfn gSaA vxj fuekZrk dks fo'okl gS fd o"kksZa rd miHkksDrk dh bPNk ,d leku gh jgsxh vkSj nwljs fuekZRkku;s mRikn ds mRiknu esa o mRikn ds ifjorZu esa :fp ugha ysaxs rks ,sls cgqr de dkj.k gksaxs ftlls fuekZrk oLrq ds fodkldh vksj /;ku nsaA ;s izsjd fuEu gSa%&¼v½ fodkl ds fy, ekuoh; varjpkyuk (Human Quest for Growth): ekuo esa LokHkkfod /kkj.kk gS fd og

fodkl] mUufr vkSj lef) pkgrk gSA blh rjg O;kikjh esa Hkh ;g izofr gksrh gS fd os vius O;kikj dkvf/kd fodkl djsaA ,slk djus ds fy, og fujarj ubZ oLrq dk fodkl djrk gS vkSj pkyw oLrq dks lq/kkjrk gSA;g mRikn fodkl dk egRoiw.kZ dkj.k gSA


izR;sd {ks=k esa laiw.kZ m|ksx fodkl djrk gSA mnkgj.k ds fy,] okf'kax ,tsaV baMLVªh us /kksus ds lkcqu ls /kksus dsikmMj vkSj /kksus dh fVfd;k esa fodkl fd;kA orZeku izofÙk rjy lkcqu dh vksj gS vkSj lkekU;r;k O;fDrxrekeys esa vkSj vfuok;Z :i ls m|ksx esa fodkl dh vksj c<+us dh izofr gksrh gSA

¼c½ izfrLi/khZ fLFkfr dks lq/kkjuk vkSj cuk, j[kuk (To Maintain and Improve Competitive Position):

O;olk; dk ,d egRoiw.kZ 'kfDr'kkyh mís'; ykHk izkfIr gSA fuekZrk viuh izfrLi/khZ fLFkfr dks cuk, j[kus ,oalq/kkjus gsrq vusd uhfr;ka viukrs ,oa cnyrs gSaA os vuqla/kku vkSj fodkl foHkkx] okf.kT;d vkSj futh tkap C;wjksrFkk xzkgdksa dh vko';drk vkSj bPNk dk v/;;u dj vius foØ; dh of) dh dksf'k'k djrs gSaA bl dk;Zds fy, os vius fudVre izfrLi/kkZ ds mRikn vkSj fØ;k dks ns[krs gSa vkSj bl tkudkjh dk vius mRikn dsfodkl dks fu/kkZfjr djus esa mi;ksx djrs gSaA izfrLif/kZ;ksa dh fofHkUu fØ;kvksa dk xgu v/;;u djus ls mudsmRikn ds foØ; es of) gksrh gSA Qyr% vf/kd ykHk c<+ tkrk gSA D;ksafd izfrLi/khZ }kjk u;s mRikn dh cktkjesa vf/kd fcØh gksrh gSA vius Hkkx dks cktkj esa cuk, j[kus ds fy, izR;sd fuekZrk leku ysfdu vyx izdkjds mRikn ds mRiknu dk iz;kl djrk gSA mnkgj.k ds fy,] tSls gh fgUnqLrku yhoj us /kqykbZ dh fVfd;k fjudk fodkl fd;k rks VkVk }kjk rqjar gh cktkj esa vius Hkkx dks cuk, j[kus ds fy,] mldh /kqykbZ dh fVfd;k]cksul dks cktkj esa yk;k x;kA

¼l½ xzkgdksa dh Ø;'kfDr ,oa vko';drk (Purchasing Power and Needs of Customers): tula[;k esa of)]f'k{kk esa of)] xk¡oksa ls 'kgjksa dh vksj tkus vkSj yksxksa dh Ø; 'kfDr dh of) esa fodkl gks jgk gSA bu lcdsifj.kkeLo:i xzkgdksa dh :fp vkSj ekax esa Hkh ifjorZu gqvk gSA foi.ku fØ;k dk xfr'khy LoHkko crkrk gS fdxzkgdksa dh ifjorZu'khy vko';drk dks larq"V djus ds fy, mRikn esa lq/kkj vkSj ubZ mRikn dk fodkl fd;ktk,A tSls miHkksDrk cM+s jsfM;ksa ds LFkku ij ikfdV jsfM;ks] ydM+h ds QuhZpj ds LFkku ij QksfYMax LVhyQuhZpj] tke] tSyh vkfn [kk| inkFkksZ dks ilan djrk gSA

¼n½ mRikn js[kk esa usrRo (Leadership in Product Line): dbZ daifu;ka xzkgdksa dh vko';drk dks iwjh djusds fy, ubZ mRikn ds fuekZ.k vkSj iqjkuh mRikn esa lq/kkj ds fy, lcls vkxs jgus esa viuk xkSjo le>rh gSaAbl izdkj dk usrRo u;s mRikn esa fodkl vkSj iqjkus mRikn es lq/kkj ds fy, 'kfDr'kkyh izsj.kk mriUudjrk gSAÅ"kk flykbZ e'khu daiuh fofHkUu izdkj dh fofHkUu mi;ksx okyh flykbZ e'khuksa dk mRiknu djrh gSA

¼;½ rduhdh ifjorZu (Changes in Technology): fuekZrk rduhdh es ifjorZu dsoy iqjkus mRikn ds fy, ghcktkj dk foLrkj ugha djrk] cfYd lkFk gh iw.kZr;k u;s mRikn dk fuekZ.k dj u, cktkj dks cukrk gSA tSlslwrh oL=k ds LFkku ij lSaFksfVd oL=k lkekU; lsy ds LFkku ij yhd izwQ lsy] lk/kkj.k CysM ds ,oa jstj dsLFkku ij fo|qr jstj ,oa LVsuysl LVhy CysMA

mRikn fodkl dh fof'k"V izsj.kk,a

(Specific incentives for Product Development)

fof'k"V izsj.kk,a oLrq fodkl ds fy, lkekU; izsj.kkvksa dh rjg lkekU;r;k mi;ksx esa ugha vkrh ysfdu ;s fofHkUu daifu;ksaesa fofHkUu ifjfLFkfr;ksa ds vuqlkj fHkUu&fHkUu gksrh gSA dqN bl izdkj dh izsj.kk,a bl izdkj gSa%&1. vf/kd mRiknu {kerk dk mi;ksx (Utilization of excess production capacity)

2. izfrLif/kZ;ksa dh ubZ vkSj lq/kkjh gqbZ oLrq (New & improved product of competitor)

3. lkekU; lzksrksa ls iwfrZ ds ikus esa v;ksX;rk (Inability to secure supplies from normal sources)

4. O;FkZ oLrq dk mi;ksx (Utilization of waste products)

5. O;kikfjd O;oLFkk (Trade Practices)

6. ljdkjh fu;e vkSj fu;a=k.k (Govt. Regulation & control)

7. ubZ ekax dh ekU;rk (New demand)

foi.ku ds fl)kUr118

8. Åaps ewY; iz;kssx ds fy, dPps eky dk mi;ksx (Utilization of materials for a higher value use)

9. cktkj ls lq>ko (Suggestions from the market)

10. forj.k uhfr esa ifjorZu dh vko';drk] tSls vf/kd iw.kZ mRiknu dh js[kk ds fodkl ls QqVdj O;ikjh dksferO;f;rk iw.kZ forj.k (Need for change in distribution policy i.e., Full line production resulting in economy

in distributions)

mRikn dk izkjafHkd fodkl

(Initial Development of a Product)

xr dqN o"kksaZ ls foi.ku izfrLi/kkZ esa dbZ ubZ vkSj egRoiw.kZ rduhfd;ka mYys[kuh; gSaA ftuesa dkQh iz;kl djus ds cknrjDdh gqbZ gS rFkk u, mRiknksa ds foi.ku] fodkl o [kkst dh vksj Hkh /;ku fn;k x;k gSA geus fuEu ifjPNsnksa esa] ubZoLrq dk fodkl dSls gksrk gS] bldh O;k[;k dh gSAubZ mRikn ds fopkjksa ds lzksr

(Sources of New Product Ideas)

u;s mRikn ds fodkl dk lcls dfBu Hkkx mÙke fopkjksa dh [kkst gSA fuekZrkvksa dk vuqHko gS fd fopkjksa dh deh ughagS ysfdu vPNs fopkjksa dh deh gSA 95 ls 98% u, fopkj O;FkZ ;k vferO;;h fl) gksrs gSaA fofHkUu lzksr gSa ftuesa lsubZ oLrq ds fopkj fudyrs gSa] tSls%&1. daiuh ds Loa; ds deZpkjh] foØ; deZpkjh] vuqla/kku vkSj fodkl foHkkx rFkk foi.ku vuqla/kku foHkkx vkfn

(Co's own staff).

2. çfrLif/kZ;ksa dh oLrq,a (Competitive Products).

3. forj.kdrkZ & Fkksd O;kikjh vkSj QqVdj O;kikjh (Distributors – Wholesalers & Retailers).

4. lkekU; turk ;k xzkgdksa ls lq>ko (Suggestions from Customers & General Public).

5. mRiknu bathfu;lZ (Production Engineers).

6. if=kdk,a vkSj vuqla/kku tuZYl (Magazines & Research Journals).

7. foKkiu ,tsalh (Advertising Agency).

8. fo'ofo|ky; vkSj vuqla/kku ç;ksx'kkyk,a (Universities & Research Laboratories).

9. ljdkjh vuqla/kku ç;ksx'kkyk,a (Govt. Research Laboratories).

Hkkjr esa ljdkj }kjk vuqla/kku ç;ksx'kkyk ds fofHkUu foKku vkSj rduhdh {ks=kksa esa ^ôSKkfud ,oa vkS|ksfxd vuqla/kkuifj"kn** (Council of Scientific & Industrial Research) ¼lh.,l.vkbZ.vkj.½ ubZ fnYyh ds lexz fu;a=k.k esa dk;Z djusds fy, fHkUu {ks=kksa esa vuqla/kku'kkyk,a LFkkfir dh xbZ gSaA ;s vuqla/kku laLFkk,a Hkkjr esa u;s mRikn ds fodkl ds egRoiw.kZlzksr gSaA buesa ls dqN laLFkk,a vxzfyf[kr gSa%1. jk"Vªh; HkkSfrd vuqla/kku 'kk[kk] ubZ fnYyh (National Physical Laboratory, New Delhi).

2. jk"Vªh; jlk;u vuqla/kku'kkyk] iwuk (National Chemical Laboratory, Pune).

3. dsUnzh; mtkZ 'kks/k laLFkku] /kuckn(National Fuel Research Institute, Dhanbad).

4. dsUnzh; Xykl ,oa fljsfeDl 'kks/k laLFkku] dydÙkk] (Central Glass & Ceramics Research Institute, Calcutta).

5. dsUnzh; [kk| ,oa rduhdh 'kks/k laLFkku] eSlwj (Central Food & Technological Research Institute, Mysore).

6. jk"Vªh; /kkrq vuqla/kku'kkyk] te'ksniqj (National Metallurgical Laboratory, Jamshedpur).

7. dsUnzh; nokbZ 'kks/k laLFkku] y[kuÅ (Central Drug Research Institute, Lucknow).


8. dsUnzh; peM+k 'kks/k laLFkku] enzkl (Central Leather Research Institute, Madras).

9. dsUnzh; fo|qrh; bathfu;fjax 'kks/k laLFkku] fiykuh (Central Electronics Engineering Research Institute,

Pilani).

10. dsUnzh; eSdsfudy bathfu;fjax 'kks/k laLFkku] nqxkZiqj (Central Mechanical Engineering Research Institute,

Durgapur).

11. {ks=kh; 'kks/k jlk;u 'kk[kk,a tksjgkV] tEewroh gSnjkckn] Hkqus'oj (Regional Research Laboratories – Jorhat,

Jammu Tawi, Hyderabad & Bhubaneshwar).

12. dsUnzh; oSKkfud dyiqtZs laxBu] paMhx<+ (Central Scientific Instruments Organisation, Chandigarh).

Åij dh laLFkkvksa ds vfrfjDr dbZ vuqla/kku laxBu gSa ftudh iwfrZ futh laLFkkvksa] m|ksxksa vkSj ljdkj dh lgk;rk lsgksrh gSA tSls gSQfdu laLFkku (Hafkin Institute), cacbZ tks Vhdk yxkus dh nok] flvjk vkSj nwljs thou oSKkfud oLrqvksadk vuqla/kku djrh gSA dbZ fons'kh lgk;rk izkIr laxBu laLFkk,a] nokb;ka] bathfu;fjax rFkk e'khujh ds mRiknu {ks=k esavuqla/kku foHkkx izkjaHk fd, x, gSaAu, mRikn fodkl ds pj.k

(Stages in New Product Development)

uhps fn;k x;k fp=k ;g n'kkZrk gS fd mRikn ds fdrus fopkj [kkstus] LØfuax djus] rkaf=kd o foi.kh 'kks/k djus rFkkijh{k.k djus ds ckn u;k mRikn cktkj esa j[kk tkrk gSA

fp=k 7.1: u;s mRikn fodkl ds pj.k1. u;s mRikn fopkjksa dh [kkst (Search for New Product Ideas)

2. fopkjksa dh Nkuchu (Screening of Ideas)

3. vkfFkZd fo'ys"k.k (Economic Analysis)

4. mRikn dk izk;ksfxd mRiknu (Experimental Pilot Production)

5. ijh{kkRed foi.ku (Test Marketing)

6. foi.ku (Marketing)

New

Pro

du

ct I

dca

s (N

um

ber

of

Idca

s)

foi.ku ds fl)kUr120

1. u;s mRikn fopkjksa dh [kkst (Search for New Product Ideas)– mRikn of) dh igyh voL Fkk dk eq[;mís'; gS vPNs fopkjksa dh la[;k esa of) djukA ckn dh voLFkkvksa dk mís'; gS fopkjksa dh la[;k ?kVkukA daiuhdks u rks lHkh u;s mRikn fopkjksa dk fodkl djus esa #fp gksrh gS vkSj u mlds ikl brus lk/ku gh gksrs gSa fdbu lcdk fodkl djsA fQj lHkh fopkj leku :i ls vPNs ugha gksrsA bl izdkj] mRikn of) izfØ;k esa vcewY;kadu ,oa fu.kZ; laca/kh izdk;Z Hkh lfEefyr gks tkrs gSaA fopkjksa dks NkaVus dh igyh voLFkk gS ^LØhfuax**A

2. fopkjksa dh Nkuchu (Screening of Ideas)– Nkuchu dk mís'; vf/kd dk;Zokgh dh nf"V ls mu mRiknfopkjksa dks iFkd djuk gS] tks fd ;k rks daiuh ds mís';ksa ls vFkok daiuh ds izlk/kuksa ls vlaxr gSA u;s mRiknlaca/kh izLrko ,d&,d djds fy, tkrs gSa vkSj igyk dke ;g irk yxkuk gS fd D;k izLrkfod mRikn daiuhds y{;ksa ds vuq:i gSaA daiuh ds mís'; fuEu gks ldrs gSa% ykHk] foØ; fLFkjrk] foØ; of) vkSj daiuh NfovkfnA ;fn izLrko buesa ls fdlh Hkh mís'; ls laxfr u j[krk gks] rks mls vxyh dk;Zokgh ls fudky nsuk pkfg,]Hkys gh vU; mís';ksa ls mldh ;Fks"V laxfr gksA nwljk dke ;g irk yxkuk gS fd D;k mRikn daiuh ds izlkèkuksa¼iwath] rduhdh Kku] HkkSfrd lqfo/kk;sa vkfn½ ls laxfr j[krk gSA ;fn buesa ls fdlh Hkh izlk/ku dh deh gks] rksfQj ;g iz'u iwNk tk;s fd D;k og mfpr ykxr ij fey ldrk gS\ buesa ls fdlh Hkh iz'u dk mÙkj ugha esafudyus ij fopkj dks vxyh dk;Zokgh eas 'kkfey ugha fd;k tk;sxkA

fp=k 7.4: fopkjksa ds Nkuchu dh fof/k (A Screening Method)

mRikn laca/kh fopkjksa ds Øe fu/kkZj.k dh ;qfDr;ka

(Product Idea Rating Devices)

vusd fopkjksa dh NaVkbZ Nkuchu fof/k ds }kjk gks tkrh gS] fdUrq tks QeZsa izR;sd vof/k esa ,d cM+h la[;k esa mRikn fopkjizkIr djrh gSa muds lkeus ,d vU; leL;k Hkh vkrh gSa tks izLrkoksa dks egRokuqlkj Øe esa j[kus ls lacaf/kr gS] rkfd daiuhizlk/ku ds vuq:i lcls vkd"kZd izLrko pquk tk ldsA bl vk'k; ds fy, izca/kdksa dks ,d Øe fu/kkZfjr djus okyk lkèkupkfg,A tkap dh voLFkk esa mRikn ewY;kaduksa dks O;ofLFkr djus ds fy, daifu;ka tkap lwfp;ka cgqr ilan djrh gSaA ,dcM+h diauh }kjk djk;s x, ewY;kadu esa nks oSdfYid mRikn fopkjksa dh tks fLFkfr jgh mls tkap rkfydk }kjk fn[kk;k


lkj.kh 7.1

laf{kIr mRikn Øekad (Summary Product Ranking)

dsl&1 lkekU; :i ls vuqdwy uewuk

vR;qÙke mÙke mfpr vi;kZIr cgqr vi;kZIr(Very Good) (Good) (Fair) (Poor) (Very Poor)

foØ; ifjek.k √

izfr;ksfx;ksa dh √

la[;k o izdkj

rduhdh lqvolj √

isVsUV lqj{k.k √

dPps eky √

mRiknu Hkkj √

ewY; dh of) √

izeq[k O;olk; √

ls lekurk

orZeku mRiknksaij izHkko

lkj.kh 7.2

dsl&2 lkekU; :i ls izfrdwy uewuk

vR;qÙke mÙke mfpr vi;kZIr cgqr vi;kZIr(Very Good) (Good) (Fair) (Poor) (Very Poor)

foØ; ifjek.k √

izfr;ksfx;ksa dh √

la[;k

rduhdh lqvolj √

isVsUV lqj{k.k √

dPps eky √

mRiknu Hkkj √

ewY; dh of) √

izeq[k O;olk; √

ls lkn'; orZeku

mRiknksa ij izHkko

foi.ku ds fl)kUr122

x;k gSA blesa ukS egRoiw.kZ ?kVdksa dks fopkj esa fy;k x;k gSA vkSj izR;sd dk Øe fu/kkZj.k ,d ikap fcanq iSekus ds vuqlkjfd;k x;k gSA igyk izLrko lkekU; :i ls vuqdwy fLFkfr vkSj nwljk izLrko lkekU; :i ls çfrdwy fLFkfr fn[kkrk gSA;fn ;g eku fy;k tk, fd lHkh ukS ?kVd cjkcj egRo ds gSa] rks Li"V gh izFke izLrko nwljs] izLrko dh vis{kk mÙkegSA ;fn :ijs[kk de vfroknh gksrh] rks Øe fu/kkZj.k laca/kh fu.kZ; dfBu gks tkrk rFkk dksbZ lhfer djus okyh rduhdviukuk vko';d gksrkAifj.kkRed tkap lwph

(Quantitative Checklist)

mijksDr tka[ lwph dks mRikn izLrkoksa ds vkafdd Øe fu/kkZj.k dh ;qfDr esa cnyk tk ldrk gSA bldk ,d mnkgj.kvkxs nh xbZ rkfydk esa izLrqr gSA rkfydk ds nk;ha vkSj ^vR;qÙke ls ysdj cgqr vi;kZIr rd fofHké fo'ks"k.kksa dk laxzgnsus ds ctk, ,d X;kjg fcUnq vkafdd iSekuk ¼tks 0 ls yxkdj 10 rd gS½ fn;k x;k gSA ck;ha vksj mu ?kVdksa dks lwphc)fd;k x;k gS tks fd mRikn dh Nkuchu esa egRoiw.kZ le>s x;s gSaA ;fn fdlh ?kVd ds lanHkZ esa izLrko dks 0 vad feys]rks bldk vk'k; ;g gS fd daiuh ml ?kVd dh nf"V ls cgqr gh vizHkko'kkyh fu"ifr fn[kk ldsxh vkSj ;fn 1.0 dkvad feys] rks daiuh dh fu"ifr ml ?kVd dh nf"V ls cgqr izHkko'kkyh gksxhA mRikn dh Js"Brk dk ,d vdsyk lokZsifjlwpdkad izkIr djus gsrq Hkkj fu/kkZfjr dj fn;s tkrs gSa] ftlls ;g ekywe gks tk, fd mRikn dh lQyrk esa izR;sd ?kVddk lkisf{kd egRo D;k gSA vius mnkgj.k esa geus ,sls Hkkj fy;s gSa ftudk dqy tksM+ 1.0 gksrk gSAizR;sd fu"ifr ?kVd ds lkeus fu.kkZ;d lgh ¼√½ dk fpUg vad okys [kkus esa yxkrk gS] tks fd mldh jk; esa daiuh dhi;kZIrrk dk lokZsÙke vuqeku gksA rRi'pkr izR;sd ?kVd ds vad ewY; dks mlds fu;r Hkkj ls xq.kk fd;k tkrk gS vkSjfQj xq.kuQy vafre [kkus esa fy[k fn;k tkrk gSA vafre [kkus ds vadksa dks tksM+k tkrk gS vkSj ;ksxQy dks mRikn dhlkisf{kd Js"Brk ds lwpd ds :i esa iz;ksx fd;k tk ldrk gSAewY;kadu iSekuk (Rating Scale) 0.00–40 vi;kZIr] 0.41–0.75 mfpr 0.76 -1.00 mÙkeA orZeku U;wure LohÑfr nj0.70Atks mRikn fopkj lHkh nf"V;ksa ls daiuh fodkl ds fy, vR;f/kd vuqi;qDr gS mlds dqy izkIrkad 0.00 vkSj tks lHkhnf"V;ksa ls daiuh ds fodkl ds fy, vR;f/kd mi;qDr gSa mlds dqy izkIrkad 1.00 gksaxsA fopkj LohÑfr ds fy, daiuhizk;% dqN lhekUrj LFkkfir dj nsrh gSA tSls fd mi;qZDr rkfydk ds uhps fn[kk;s x;s gSaA pwafd bl dfYir mnkgj.k esamRikn fopkj dks 0.720 vad feys gSa] blfy, bls LohÑfr fey tk;sxh vkSj fQj ;g vxyh voLFkk esa igqap tk;sxkA

lkj.kh 7.3

ewY;kadu laiqVd&mRikn & mi;qDrrk

(Ecaluation Matrix – Product Appropriateness)


vkfFkZd fo'ys"k.k

(Economic Analysis)

bl voLFkk dk mís'; v/;;u o fo'ys"k.k djds ;g irk yxkuk gS fd veqd mRikn fopkj dks dk;kZfUor djuk daiuhds fy, laHko (Feasible) ,oa ykHknk;d (Profitable) gSA1. vkfFkZd laHkkfork (Economic Feasibility): ;g vuqeku yxk;k tkrk gS fd izLrkfor mRikn@lsok ds foi.ku

ds fy, fdrus /ku dh vko';drk gksxh\ bl vuqeku esa LFkk;h ,oa py iwath nksuksa dh vko';drk,a lfEefyrgksaxh] fQj ;g ns[kk tkrk gS fd D;k daiuh vius lk/ku rFkk vU; lzksrksa ls lk/ku izkIr djds bruh iwath ,df=krdj ldrh gS\

2. vkfFkZd ykHknk;drk (Economic Viability): vFkkZr D;k bl uohu mRikn dk mRiknu o foØ; daiuh dksykHknk;d gksxk\ vU; 'kCnksa esa ,d fufnZ"V le;kof/k ds nkSjku foØ;] ykxr vkSj ykHkksa dks dSls izHkkfor djsxkA,d vuqla/kku dk;Zokgd us bl voLFkk ds LoHkko dks fuEu izdkj ls O;Dr fd;k gS% ^tc gesa dksbZ Bksl fopkjizkIr gksrk gS] rc ge ,d O;kolkf;d ekWMy cukrs gSaA ekWMy ys[kkdeZ laca/kh mUgha fl)karksa ij cuk;k tkrkgS ftUgsa fd ge fnu izfrfnu ds dk;Zdykiksa esa iz;ksx djrs jgrs gSaA blesa oSlh gh vkadM+s fn;s tk;saxs tSls fdiwath fofu;kstu laca/kh vkosnu esa] vFkkZr~ la;a=k ykxrsa] lsok lqfo/kk ykxrsa vkSj dk;Z'khy iwath laca/kh vuqeku] rkfdvko';d dqy izpkyu laifr;ka (Total Operating Assets) Kkr gks tk;saA dPps eky] :ikUrj.k isfdax] HkaMkjvkSj f?klkbZ laca/kh ykxrksa ds vuqekuksa ls dqy fuekZ.kh ykxr izkIr gks tkrh gSA blls foØ; ykxrsa ,oa laLFkkmifjO;; tksM+dj dqy foØ; ykxrsa Kkr dj yh tkrh gSaA ekWMy esa dher vkSj ifjeki.k laca/kh vkadM+s Hkh'kkfey dj fy;s tkrs gSaA rkfd izpkyu laca/kh fofu;ksx ls izkIr vk; Kkr gks lds......fo'ys"k.k esa dqN vU; ?kVd¼tSls dh vuqla/kku ,oa fodkl ykxrsa iw.kZ gksus esa yxus okyk le; rFkk lQyrk dh laHkkouk;sa½ Hkh lfEefyrdj yh tkrh gSaA**vU; lc rjg ls vPNk gksrs gq, Hkh ^vk; nj fo'ys"k.k** esa ftls mijksDr dFku esa le>k;k x;k gS] ,d nqcZyrkgS] tks ;g gS fd u ykHk u gkfu fo'ys"k.k (Break Even Analysis) ;k vk; nj fo'ys"k.k (Rate of Return

Analysis) esa ¼tksfd ijLij lacaf/kr gSA½ vusd Qesa foi.ku O;;ksa vkSj fcØh ds QyukRed laca/k dks Hkqyk nsrhgSaA fdUrq ,d ykxr ?kVd ,oa ,d foØ; izksRlkgd ds :i esa foi.ku iz;kl tks nksgjh Hkwfedk fuHkkrk gS] mlsbl fo'ys"k.k esa vo'; gh 'kkfey djuk pkfg,A fo'ks"kr% O;kolkf;d dk;Zokgd dks pkfg, fd mRikn dkfoi.ku djus ds oSdfYid <axksa laca/kh ykHk ifj.kkeksa dk vuqeku vo'; gh yxk,aA ¼dSls yxk,a ;g ,d mnkgj.k}kjk vkxs le>k;k tk,xk½A^û ykHk] u gkfu fo'ys"k.k** (Break Even Analysis) esa igyk dne ;g vuqeku yxkuk gS fd ykxrksa dhHkjikbZ ds fy, fdruh bdkbZ;ka cspuk vko';d gksxkA bdkbZ;ksa dh ,slh la[;k dks ^û ykHk] u gkfu ifjek.k**(Break Even Analysis) dgk tkrk gSA ,sls ifjek.k dk vuqeku yxkus gsrq ;g ns[kuk gksxk fd fofHké foØ;ifjek.kksa ij dqy vkxe vkSj dqy ykxr dSls fHkérk fn[kykrs gSaA dqy vkxe (Total Revenue, R) dk vfHkizk;fdlh fo'ks"k foØ; ifjek.k ij ml ifjek.k vkSj bdkbZ ewY; ds xq.kuQy ls gSA ;gka bdkbZ ewY; dk rkRi;Zml bdkbZ ewY; ls gS tks fd 'kh?kz Hkqxrku] vf/kd ek=kk esa Ø; vkSj HkkM+k vkfn ds fy, NwV dk lek;kstu djdsfudyrk gSA dqy vkxe dh x.kuk rks ljy gS fdUrq ykxr dh x.kuk esa dfBukbZ gksrh gS] D;ksafd bldk mRiknuek=kk ls v&jsf[kd laca/k (Non-Linear Relationship) gSA fdUrq O;ogkfjd nf"V ls ,d jsf[kd dqy ykxr Qyudk iz;ksx djuk i;kZIr jgsxkA dqy ykxr fLFkj (Fixed) vkSj ifjorZu'khy (variable) ykxrksa dk ;ksx gksrh gSA^û ykHk] u gkfu** ifjek.k (Qb) ij dqy vkxe (R) dqy ykxr (C) ds cjkcj gksrh gSA fdUrq dqy vkxe Lo;a(Qb) vkSj (P) ds xq.kuQy ds cjkcj] rFkk dqy ykxr ^^fLFkj ykxr** (F) vkSj ifjorZu'khy ykxr (V) rFkk

foi.ku ds fl)kUr124

u ykHk] u gkfu ifjek.k ds xq.kuQy** bu nksuksa dk ;ksx gSA cht:i esa&R = C

P Qb = F + V Qb

or Qb = F

= P-V

;gka P-V ^dher** vkSj bdkbZ ifjorZu'khy ykxr dk vUrj gS vkSj fLFkj ykxrksa ds izfr bdkbZ ;ksxnku (Unit

Contribution to Fixed Cost) dgykrk gSAmnkgj.k& v] c] l bySDVªksfuDl daiuh tks VªkaftLVj ,oa DykWd jsfM;ks cukrh gS] mRikn iafDr eas of) djus dsmís'; ls vU; bySDVªksfud mRiknksa dh leh{kk djus esa O;Lr gSA ,slk ,d laHkkfor mRikn NksVk iksVZscyVsifjdkMZj gSA gky gh esa cktkj esa NksVs] uwru Vsi fjdkMZj izLrqr gq, gSaA vkSj mudk 200 #0 ls 500 #0 rdds chp QqVdj foØ; fd;k tk jgk gSA daiuh ds foi.ku vuqla/kku&foHkkx us cktkj dk loZs fd;k vkSj irkyxk;k fd bl en esas yksxksa dks ;Fks"V #fp gSAbl mRikn dh laHkkfor ykHknk;drk ij fopkj djus ds fy, daiuh us dk;Z lfefr fu;qDr dh gSA mRiknu foHkkxdk vuqeku gS fd fof'k"V u;h lkt&lTtk vkSj lqfo/kkvksa esa daiuh dks 6,00,000 #0 fofu;ksx djus gksaxsA rFkkfofu;ksx dk vuqekfur thou 5 o"kZ gksxkA ys[kkdeZ foHkkx dh lwpuk ds vuqlkj lgk;d lqfo/kkvksa] fdjk;s] njsa]dk;Zokgdksa ds osru iwath dh ykxr vkfn ds ewY; dh HkjikbZ ds fy, mRikn dks izfro"kZ 2,60,000 #0 ds lkekU;mifjO;;ksa dk Hkkj lguk gksxkA foi.ku foHkkx dk lq>ko gS fd mRikn ds foKkiu ds fy, 2,00,000 #0 vkSjforj.k ds fy, 3,00,000 #0 izkjafHkd jkf'k;ksa ds crkSj ctV esa j[kh tk;saA mlus ;g Hkh lykg nh gS fd ewY;180 #0 (F.O.B.) QSDVjh j[kk tk, rFkk dksbZ O;kikfjd NwV u nh tk,A var esa] fofHké izpkyu foHkkxksa dkvuqeku gS fd u;s mRikn ij izR;{k lkexzh vkSj Je ykxr ds :i esa 100 #0 izfr bdkbZ O;; gksaxsAmDr vuqekuksa ls izdk'k esa crkb;s fd D;k daiuh dks bl u;s mRikn dk fodkl djuk pkfg, vkSj D;k izLrkforfoi.ku feJ.k (Proposed Marketing Mix) mi;qDr gS\^û ykHk] u gkfu fo'ys"k.k** ds vuqlkj] gesa loZizFke û ykHk u gkfu ifjek.k** dk vuqeku yxkuk pkfg,A ;gkaifjorZu'khy ykxrksa dks 100 #0 izfr bdkbZ ij fLFkj eku fy;k x;k gSA bl mnkgj.k esa fuEu fLFkj ykxrsa nhxbZ gSaA okf"kZd gky dh ykxr ¼ljy js[kk i)fr ds vk/kkj ij½ 1,20,000 #0 gSA u;s mRikn ij 2,60,000 #0ds lkekU; mifjO;;ksa (Normal Overheads) dk okf"kZd Hkkj gSA blds vfrfjDr daiuh dks gj o"kZ 2,00,000

#0 foKkiu vkSj 3,00,000 #0 forj.k ij O;; djus gksaxsA bl izdkj fLFkj ykxrsa (1,20,000 + 2,60,000 +

2,00,000 + 3,00,000) = 8,80,000 #0 gqbZ gSaA ;gka P–V (180 #0 - 100 #0 ) 80 #0 gSA Qyr% **u ykHk u gkfuifjek.k** (Qb) = 11,000 bdkb;ka (#0 8,80,000 ÷ #0 80) gS] ftudks cspdj fLFkj ykxrsa olwy dh tk ldsaxhA;gka gedks pkfg, fd Qb dks fLFkj (Constant) u ekurs gqa, foi.ku feJ.k ds ?kVdksa dk Qyu ekusaA ,slkle>us ij og (Qb) mRikn ewY; vkSj foi.ku iz;kl dh jkf'k ds vuqlkj ifjofrZr (Variable) gksxk%

QbA D

P

A D

P=

+ + +

−=

+ +

−

#0 #0#0

#0#0

1 20 000 2 60 000

100

380 000

100

, , , , ,

tgkaP = Fkksd foØsrk dks bdkbZ foØ; ewY;A = foKkiu ctVD = foi.ku ctVuhps dh rkfydk ls ;g Li"V gks tk;sxk fd ^û ykHk] u gkfu ifjek.k** foi.ku feJ.k laca/kh fu.kZ; ls cgqrizHkkfor gksrk gSA


lkj.kh 7.4

fofHké foi.ku feJ.k ds fy, laHkkfor foØ; ifjek.k ,oa ^û ykHk] u gkfu ifjek.k** dh rqyuk

(Estimated Sales Amount and Break Even Point under different Marketing Mixes)

feJ.k 1 ds vUrxZr daiuh dks u ykHk u gkfu ifjek.k ds :i esa 9,667 Vsi fjdkMZj cspus iM+rs gSa] feJ.k 5 dsvUrxZr dsoy 4,143, feJ.k 4 ds vUrxZr mldks 23,000 Vsi fjdkMZj u ykHk u gkfu ifjek.k ds :i esa cspusgksrs gSaA bl izdkj ge ns[krs gSa fd fdl foi.ku feJ.k dks viuk;k tkrk gSA bldk fu.kZ; ^û ykHk] u gkfuifjek.k** dks cgqr izHkkfor djrk gSA ;g ,d ,slk rF; gS ftldh gesa mis{kk ugha djuh pkfg,Anwljs] fofHké foi.ku feJ.k u dsoy fofHké ^û ykHk]u gkfu ifjek.kksa** dks lwfpr djrs gSa] oju~ ;g Hkh izdVdjrs gSa fd û ykHk u gkfu ifjek.k** ls gq, ^fopyuksa** (Deviations) ds izfr ykHk dh laosnu'khyrk fHké&fHkégksrh gSA mnkgj.kkFkZ] feJ.k 8 dk ^Å¡ps ewY;] Å¡ps izorZu O;;** okyk LoHkko (The High Price, High Promotion

Character) u ykHk u gkfu ifjek.k ds Lrj ls gq, fopyuksa ds fy, vf/kd gkfu ¼vFkok vf/kd ykHk½ dh laHkkoukizLrqr djrk gSA feJ.k 8 ds vUrxZr fLFkj ykxrsa vf/kd Åaph gSa] fdUrq ,d ckj ;s olwy gks tk,a rks fQj vfrfjDrifjek.k Åaps ewY; ds dkj.k cgqr ^vk;&mRiknd** gksxkA

ekax ,oa ykHk fo'ys"k.k = vkfFkZd ykHknk;drk(Demand & Profit Analysis = Economic Viability)

vuqdwyre foi.ku vUryZ; dh igpku ds fy, ^û ykHk u gkfu fo'ys"k.k** ,d vi;kZIr rduhd gSA ;g blckr dks lwfpr djrh gS fd D;k ifjek.k izkIr djus gSaA fdUrq D;k ifjek.k izkIr gksus dh laHkkouk gS] bldh lwpukugha nsrhA ;gka ;g irk ugha pyrk gS fd foi.ku feJ.k ds fofHké ?kVd foØ; ds okLrfod ifjek.k dks fdlrjg izHkkfor djsaxsAvkn'kZr% daiuh dks vko';drk gS ,d ekax&lehdj.k dh ftlesa fcØh dks ewY;] foKkiu] forj.k vkfn ?kVdksads Qyu ds :i esa fn[kk;k x;k gksA LFkkfir mRiknksa ds fy, ,sfrgkfld vkadM+s miyC/k gksrs gq, Hkh tc ,slslehdj.k cukus dfBu gksrs gSa] rc u;s mRikn fopkjksa ds fy, lehdj.k cukuk rks vlaHko lk gS] D;ksafd ;gka,sfrgkfld vkadM+s miyC/k gksus dk iz'u gh ugha gSA fQj Hkh tks foi.ku lwpuk bdëh gks lds mlh ds vk/kkjij dk;Zokgdksa ls izR;sd foi.ku feJ.k ds fy, lcls vf/kd laHkkfor foØ; ifjek.k (Q) dk vuqeku yxkusds fy, dguk pkfg,A mijksDr rkfydk ds ikaposa [kkus esa bl izdkj ds vuqekfur foØ; ifjek.k fn[kk;s x;s

ftlesa

foi.ku ds fl)kUr126

gSaA vuqeku yxkrs le; /;ku jf[k, fd ^foØ; ifjek.k** ewY; dh foijhr fn'kk esa vkSj foKkiu o forj.k&O;;ksadh leku fn'kk esa pyrk gSA fdUrq izorZu of) ds QyLo:i foØ; ifjek.k esa ?kVrh gqbZ nj ls of) gksus dhlaHkkouk gSAvc ge izR;sd varyZ; ds fy, laHkkfor ifjek.k (Q) vkSj û ykHk u gkfu ifjek.k** (Qb) dh rqyuk dj ldrsgSaA ,slh rqyuk ls Kkr gq, fopyu (Deviation) rkfydk ds NBs [kkus eas iznf'kZr fd;s x;s gSaA lcls vf/kdvfrfjDr ifjek.k (Q-Qb) feJ.k&1 ds vUrxZr izkIr gksrk gSA fdUrq vfrfjDr ifjek.k gh lokZsÙke feJ.k dki;kZIr lwpd ugha gSA vfrfjDr ifjek.k dks bdkbZ ewY; (P–V) ls xq.kk fd;k tkuk pkfg, D;ksafd ,d Å¡ps ewY;okyk feJ.k ¼tks fd NksVk vfrfjDr ifjek.k iznku djs½ ,d uhph dher okys feJ.k ls ¼tks fd ,d fo'kkyvfrfjDr ifjek.k iznku djs½ Js"B gks ldrk gSA bl izdkj] izR;sd feJ.k ds fy, Z = (P–V) (Q–b) dh x.kukdjuh gksrh gSA vkSj tks ifj.kke ¼ykHk½ fudys mUgsa rkfydk ds vafre [kkus esa fn[kk,a ¼tSlk fd geus mDrmnkgj.k esa fd;k gS½ ml ykHk dks ftldh izkfIr fofHké foi.ku feJ.kksa ls gksus dh laHkkouk gS }kjk ekik x;kgSA feJ.k 5 lokZf/kd ykHk&laHkkouk j[krk gSA bl feJ.k eas bl ckr dk ladsr gS fd mRikn dks Åaph dherij FkksM+s izorZu iz;kl ds }kjk cspk tk;sxkA ;g uhfr ,slh n'kk esa viukbZ tkrh gS] tcfd daiuh dk bl ckrdk fo'okl gks fd mlds mRikn dh cur dq'kyrk ls gqbZ gSA vkSj og [kqn&c&[kqn fcdsxkAmYys[kuh; gS fd laHkkfor ykHk izkstsDV dh foÙkh; vkd"kZdrk dk ,d vYidkyhu ekid gSA pwafd blus ykxr]izfr;ksfxrk] vkfFkZd mrkj&p<+ko vkfn ds laca/k esa nh?kZdkyhu izofÙk;ksa dks fopkj esa ugha fy;k gS] blfy, ;g,d nh?kZdkyhu ekid ugha gks ldrkA fQj daifu;ksa dks Hkh vYidkyhu laHkkoukvksa esa fo'ks"k #fp gksrh gSAla{ksi esa] O;kolkf;d fo'ys"k.k voLFkk dk mís'; daiuh ds mís';ksa vkSj izlk/kuksa ls laxfr j[kus okys fopkjksa dksvaxhdkj djrs gq, laHkkfor tksf[ke ,oa ykHknk;drk dk lko/kkuh ls fo'ys"k.k djuk gSA bl gsrq ykxrksa ,oacktkj ds vkdkj o LoHkko ds fo"k; esa foLrr lwpuk izkIr djuh gksrh gS] blfy, mRikn y{k.kksa ,oa foi.kufeJ.kksa ds fofHké fodYiksa ds fy, vuqeku yxkus pkfg,A lokZsÙke cktkj feJ.k ds laHkkfor ykHk gh bl iz'uds fu.kZ; dk vk/kkj curs gSa fd daiuh dks u;s mRikn dk fodkl djuk pkfg, ;k ughaA

mRiknksa dk izk;ksfxd fuekZ.k

(Experimental-Pilot Production of Product)

tks fopkj O;kolkf;d nf"Vdks.k ls Bhd izdV gq, gSa mUgsa vc vuqla/kku vkSj fodkl&foHkkx ds gokys fd;k tk ldrkgSA ;g ,d egRoiw.kZ dne gS] D;ksafd (1) blds }kjk mRikn dks ,d Bksl ;FkkFkZ ;k ewrZ :i nsus dk igyk iz;kl fd;ktkrk gSA vHkh rd] og dsoy ,d fopkj ek=k Fkk vf/kd ls vf/kd Mªkbax ds :i esa jgk gksxkA (2) blds fy, Hkkjh fofu;ksxdjuk gksrk gS] tks fd izkjafHkd voLFkkvksa esa fd;s x;s O;;ksa dh rqyuk esa ,d ^^nSR;** ds ln'; gS] ,oa (3) bl dk;Z lsbl iz'u dk tokc feyrk gS fd D;k fopkj rduhdh ,oa okf.kfT;d nf"V ls ,d mi;qZDr mRikn esa ifjf.kr fd;k tkldrk gSA ¼;fn ,slk ugha fd;k tk ldrk gS] rks daiuh us vc rd tks fofu;ksx fd;k og lc O;FkZ gks x;k gSA½mRikn fodkl voLFkk esa tks dk;Zokgh dh tk;sxh og mRikn dh izÑfr ds vuqlkj fofHké gksxhA mnkgj.kkFkZ] fufeZrfVdkÅ eky n'kk esa bathfu;jh ijh{kkvksa dk fo'ks"k egRo gksxk] tcfd uk'koku miHkksDrk eky dh n'kk esa budk ekewyhegRo gksrk gS] vf/kd egRo gS miHkksDrk #fp&ijh{kkvkssa dkA mRikn ds fodkl gsrw tks fofHké fØ;k;sa djuh gksaxh mUgsavkxs le>k;k tkrk gSA1. vkn'kZ :iksa dk fodkl (Developing Prototypes): fufeZr fVdkÅ eky dh n'kk esa tks fopkj O;kolkf;d

fo'ys"k.k dh voLFkk dks ikj dj pqdk gS mls vkn'kZ :iksa ds fodkl gsrq baUthfu;fjax foHkkx dks lkSai fn;k tkrkgSA mís'; ,d ,sls vkn'kZ :i ij igaqpuk gS tks fd dfBukbZ eqDr gks] ferO;f;rk ls fufeZr fd;k tk ldrkgks vkSj xzkgdksa dks yqHkkus okyk gksA ,sls vkn'kZ :i ij igaqpus ds fy, vusd fofHké :iksa ij fopkj djuk iM+rkgSA rc dgha ,d larks"kizn :i dh izkfIr gks ikrh gSA

2. miHkksDrk #fp ijh{kk;sa (Consumer Preference Testing): ,d uk'koku miHkksDrk eky tSlk fd ,d [kk|mRikn dh n'kk esa mRikn fodkl dh voLFkk esa miHkksDrk #fp&ijh{kkvksa dh Hkwfedk iz/kku gksrh gSA budk mís';


gS miHkksDrkvkas dh nf"V ls fofHké mRikn y{k.kksa ds lokZsÙke fprkd"kZd la;ksx irk yxkukA bathfu;jh :iijh{kk;sa ,d lk/kkj.k Hkwfedk;sa fuHkkrh gS] vkSj mudk mís'; dsoy ;g lqfuf'pr djuk gS fd ilan fd;s x;smRikn y{k.k mRikn ds :i esa lqjf{kr ,oa lizHkkfod :i ls fufeZr gks tk;saAeqjCcksa dk fuekZrk miHkksDrk #fp ijh{kk;sa blfy, ysrk gS rkfd mls mRikn ds feBkl dk lokZsÙke Lrj irk pytk,A iz{kkydksa dk fuekZrk >kx ds ltu dk lokZsÙke Lrj irk yxkus vkSj [kk| lkexzh ds iSfdax ds fy, jSijcukus okyk fuekZrk bldh lokZsÙke pkSM+kbZ ekywe djus ds fy, miHkksDrk #fp ijh{kk;sa vk;ksftr djrk gSA bulHkh ekeyksa esa fuekZrk ,d fo'ks"k mRikn&y{k.k ds fofHké Lrjksa ds fy, miHkksDrkvksa dh #fp;ksa dk forj.k tkuusdk iz;Ru djrk gS vkSj fQj ,slh tkudkjh mÙke mRikn ds fodkl dk vk/kkj cu tkrh gSA miHkksDrk #fp;ksadk forj.k ekywe djus ds fy, fofHké <ax viuk;s tkrs gSa] tSls&;qXe rqyuk;sa (Paired Comparisons) cgq xq.khNkaV (Multiple Choice) ,oa Øe fu/kkZj.k&fof/k (Ranking Procedure)A

fp=k 7.5 u;s mRikn ds fodkl ls lEcaf/kr fu.kZ; izfØ;k(Decision Process relating to New Product Development)

foi.ku ds fl)kUr128

,d fo'ks"k mRikn&y{k.k ds fy, #fp forj.k (Preference Distribution) Kkr dj ysus ds ckn QeZ dks ;g fu.kZ;djuk gksrk gS fd og fdl cktkj [kaM esa lcls vf/kd ykHknk;drk ds lkFk lsok dj ldrh gSA mls ^cgqer**Hkze (Majority Fallacy) ls cpuk pkfg, ¼bldk mYys[k ge cktkj & foHkfDrdj.k ds lEcU/k esa dj pqds gSa½pwafd vusd izfr;ksxh QeZsa 'kk;n cktkj ds ^cM+s** [kaM esa foØ; dj jgh gksrh gSa] blfy, izLrqr daiuh vis{kkÑrmisf{kr [kaMksa ij /;ku ns ldrh gSA tks Hkh gks] fofHké [kaMksa esa laHkkfor fcØh vkSj budh lsok djus dh ykxrdk vuqeku yxkdj daiuh ;g fu'p; dj ldrh gS fd dkSu lk cktkj [kaM lcls ykHkizn gS vksj rnuqlkj ghvius mRikn dk fodkl dj ldrh gSA

3. iSfdax vkfn: mRikn&fodkl esa vU; fØ;k,a Hkh djuh gksrh gSa] tSls&iSdsftax fMtkbu] foKkiu&dk;ZØe dkfuekZ.k] czkaM&uke dk pquko] isVsUV~l vkSj dkWih jkbV~l ds fy, vkosnu djuk] vkfnA bu lcdh rS;kjh vklé¼;k lfédV½ ijh{kk ds iwoZ gh dj ysuh pkfg,A bl fo"k; esa vxys v/;k;ksa esa lfoLrkj izdk'k Mkyk x;k gSA

ijh{kkRed&foi.ku

(Test Marketing)

ijh{kkRed foi.ku gh og voLFkk gS ftlesa laiw.kZ mRikn vkSj foi.ku dk;ZØe igyh ckj vYi la[;k esa lko/kkuh ls pqusx;s okLrfod foØ; okrkoj.k esa vktek;k tkrk gSA fdUrq lHkh daifu;ka ijh{kkRed foi.ku dk ekxZ ugha pqurh gSaAijh{kkRed foi.ku djus ;k u djus dk fu.kZ; bl ckr ij fuHkZj gksrk gS fd u;s cktkj esa fuekZrk dks fdruk fo'oklgSA eku yhft, fd ,d fo'ks"k ekeys esa vuqeku yxk;k x;k gS fd ijh{kkRed foi.ku ij 1,00,000 #0 [kpZ gksaxsA ekuyhft, ¼daiuh dk vuqeku gS fd½ ;fn mRikn vlQy jgs] rks daiuh dks vf/kdre 20 yk[k #0 dh gkfu gks ldrh gSA;fn izcU/kd ;g le>s fd bl mRikn ds vlQy gksus dh laHkkouk 100 esa ,d gS rks rRdky gh laiw.kZ cktkj ds fy,iz;kl djus ls laHkkfor gkfu 20,000 #0 gksxh (= 20,00,000 x 1/100) gksxh tks fd ijh{kkRed foi.ku viukus ij daiuhdks gksus okyh 1,00,000 #0 dh fuf'pr gkfu dk 1/5 gSA ;fn izca/kdksa dks ;g taps fd lQyrk ds vklkj dsoy 50%

gSa] rks ijh{kkRed foi.ku ds fy, 1,00,000 #0 dk [kpZ mBkuk mfpr gksxk] D;ksafd daiuh ,d vf/kd cM+h jkf'k esa viusfgr dh j{kk ds fy, ,d NksVh jkf'k gh [kpZ djrh gSA bl izdkj] ijh{kkRed foi.ku ,d izdkj ls tksf[ke fu;a=k.k dkdk;Z djrk gSAijh{kkRed&foi.ku dk iz;ksx vkS|ksfxd oLrq fuekZrkvksa dh vis{kk miHkksDrk oLrq fuekZrkvksa }kjk vf/kd fd;k tkrk gS]D;ksafd vkS|ksfxd oLrq fuekZrkvksa dks vius mRikn ds izfr Øsrkvksa dh izfrfØ;k vukSipkfjd <axksa ls gh irk py tk;kdjrh gSA mnkgj.kkFkZ] tc ,d vkS|ksfxd QeZ fdlh u;s mRikn dk fodkl djrh gS rks mlds foØ; izfrfuf/k bls ¼u;smRikn dks½ laHkkfor xzkgdksa ds ,d izfrfuf/k lewg ds ikl ys tkrs gSa] rkfd budh izfrfØ;k,a ekywe gks ldsaA cgq/kk osokrkZyki ds nkSjku ,sls fopkj vkSj lq>ko ik tkrs gSa fd tks fQj daiuh dks mRikn laca/kh mi;qDr la'kks/ku djus esa leFkZcukrs gSaA tc daiuh bl ckr ls larq"V gks tk, fd i;kZIr la[;k esa laHkkfor xzkgd mRikn dks uohure :i esa ilan djsaxs]rks daiuh mRikn dks vius lfp=k lwphi=k esa lfEefyr dj ysrh gS vkSj mlds O;kid foØ; ds fy, rS;kjh djrh gSAbl izdkj] vkS|ksfxd {ks=kksa esa ijh{kkRed foi.ku ,d ^^cktkj&tkap** (Market Probe) ds rqY; gksrk gSAfdUrq u;s miHkksDrk&mRiknksa dk ijh{kkRed foi.ku dgha vf/kd laxfBr vkSj lekjksgiw.kZ gksrk gSA bl ij dkQh O;;gksrk gS blds varxZr 3 ls 6 fofHké 'kgjksa dks pquk tkrk gS vkSj 6 lIrkg ls ysdj 2 o"kZ rd ¼tks iqu% Ø;&nj dh LFkkiukds fy, vko';d izrhr gks½ ijh{kk pyrh gSAijh{kkRed foi.ku ds ykHk ;k dkj.k

u;s mRikn ds ijh{kkRed foi.ku }kjk daiuh dks dbZ ykHk gksus dh vk'kk dh tkrh gS] tSls&1. ijh{kk dk izkFkfed mís'; (Primary Motive) laHkkfor mRikn foØ; ds ckjs esa Kku c<+kuk gSA ;fn ijh{kk esa

cktkjksa esas mRikn dh fcØh û ykHk u gkfu ifjek.k** ls Hkh uhps fxj tk,] rks daiuh lko/kku gks tk;sxhA bl


izdkj ,d NksVh /kujkf'k O;; djds og Lo;a dks O;kid mRikn vlQyrk ds Hkkjh O;; vkSj ijs'kkuh ls cpkysrh gSA

2. nwljk mís'; gS oSdfYid foi.ku&;kstukvksa dk iwoZ ijh{k.k djukA mnkgj.kkFkZ] lu~ 1960 esa dkWyxsV ikevksfyodaiuh us vius u;s lkcqu dk ijh{kkRed foi.ku djus gsrq pkj esa ls izR;sd 'kgj esa ,d fHké foi.ku&vihybLrseky dh FkhA ;s pkj izdkj dh vihysa fuEukafdr Fkh%¼v½ vkSlr ek=kk esa foKkiu] lkFk esa fu%'kqYd uewuksa dk }kj forj.kA¼c½ Hkkjh foKkiu] lkFk esa uewus HkhA¼l½ vkSlr ek=kk esa foKkiu] lkFk esa Mkd ls Hksts x;s 'kks/kuh; dwiu] ,oa¼n½ vkSlr ek=kk esa foKkiu] fcuk fdlh fo'ks"k ifjp;ukRed izLrko dsAmDr ijh{kkRed foi.ku ls dkWyxsV daiuh dks ;g irk pyk fd rhljs fodYi ds QyLo:i lokZsÙke fcØh gqbZgSA bl izdkj mls foi.ku feJ.kksa ds lkisf{kd xq.k nks"kksa ds ckjs esa mi;ksxh tkudkjh feyhA

3. dqN vU; ykHk Hkh gksrs gSa] tSls&¼v½ dHkh&dHkh daiuh dks mRikn ds ,sls nks"k dk irk py tkrk gS] tks fd mRikn fodkl voLFkk esa mlds

/;ku ls pwd x;k FkkA¼c½ forj.k Lrj dh leL;kvksa ds ckjs esa daiuh dks egRoiw.kZ lqjkx fey ldrs gSaA mnkgj.kkFkZ mlds lsYleSu

;g tku ldrs gSa fd e/;tu u;s mRikn ds izfr dSlh izfrfØ;k;sa fn[kykrs gSa rFkk dSls mls vafre xzkgdksadks csprs gSaA ;gh ugha] cktkj esa laxfBr fofHké lewgksa ds ckjs esa Hkh daiuh dks vf/kd tkudkjh izkIr gkstkrh gSA QyLo:i daiuh ds fy, vius foi.ku dk;ZØe ds fofHké igyqvksa dks vf/kd lgh Qksdl esa ykuklaHko gks tkrk gSA

ijh{kkRed foi.ku dh fØ;kfof/k

;fn mDr ykHkksa dks izkIr djuk gSs] rks daiuh dks pkfg, fd ijh{kkRed foi.ku ;kstuk;sa cukus esa ;Fkk'kfDr mÙke ls mÙkelykg izkIr djsaA ijh{kkRed foi.ku 'kh?kzrk ls ,d foKku dk :i xzg.k djrk tk jgk gS vFkok de ls de og ,dvfrfodflr dyk rks gS ghA ftu cM+h daifu;ksa us cgqr vuqHko lafpr dj fy;k gS] os izk;% viuh ijh{kk ;kstuk;sa [kqngh cuk ysrh gSa] fdUrq de vuqHkoh daifu;ka lkekU;r% foKkiu ,tsfUl;ksa] fof'k"VhÑr lykgdkjksa vFkok cM+h foi.kulsokvksa ¼tSls fd vesfjdk esa ,.lh.uhylsu daiuh½ ij fuHkZj jgk djrh gSA ijh{kkRed foi.ku ds fy, viukbZ tkus okyhfØ;kfof/k la{ksi esa fuEuizdkj gS%1. ijh{kk ds fy, pqus tkus okys 'kgjksa dh la[;k dk fu'p; djuk% fofHké cktkj ijh{k.kksa esa iz;ksx ds fy, pqus

x;s 'kgjksa dh la[;k cgqr fHké ns[kh xbZ gSA ijh{kk ds fy, fdrus 'kgjksa dk pquko djuk pkfg,] bl laca/k esanks cqfu;knh fopkj.kk;sa gSa%&izfr:irk ,oa ykxrA nqHkkZX;o'k ;s fopkj.kk;sa ,d nwljs ds foijhr pyrh gSaA tSlstSls izfr:i vkdkj c<+sxk] ifj.kke vf/kd izfrfuf/kd gksrs tk;saxs] D;ksafd vfrfjDr 'kgj daiuh dks vf/kd vPNsiz;ksxkRed fu;a=k.k LFkkfir djus] vf/kd oSdfYid lfEeJ.kksa ¼vUryZ;ksa½ dh ijh{kk djus vkSj {ks=kh; fHkérkvksads fy, vf/kd lko/kkuh ls [kkst djus esa leFkZ cukrs gSaA fdUrq 'kgjksa dh la[;k ds lkFk&lkFk O;oLFkk vkSjvads{k.k ds O;; Hkh c<+rs tkrs gSaA vr% ;g ns[kuk pkfg, fd ijh{kk eas ,d vfrfjDr 'kgj dks 'kkfey djus lstks ykHk gksxk og ml ij c<+us okys O;; dh rqyuk esa vf/kd gksA lkekU;r% O;kid foØ; }kjk ftruh cM+hgkfu dh laHkkouk gks oSdfYid foi.ku ;kstukvksa dh ftruh cM+h la[;k gks] {ks=kh;&fofHkérkvksa dh ftruh vfèkdla[;k gks] vfuf'prrk ftruh vf/kd gks vkSj izfr;ksfx;ksa }kjk ijh{kk esa ftruk vf/kd fo?u iM+us dh laHkkoukgks] ijh{kk gsrq pqus tkus okys 'kgjksa dh la[;k Hkh mruk gh cM+h gksuh pkfg,A

2. ijh{kk ds fy, pqus fdu 'kgjksa dks pquk tk,\ Hkkjr esa dksbZ ,d 'kgj vdsyk gh lkjs ns'k ;k jk"Vª dkizfrfufèkRo ugha dj ldrk] fdUrq 'kgj ,sls gSa tks laiw.kZ jk"Vªh; fo'ks"krkvksa dks vU; 'kgjksa dh vis{kk vf/kd vPNh

foi.ku ds fl)kUr130

rjg izfrfcfEcr dj ldrs gSaA vr% ,sls 'kgj ijh{kkRed foi.kuksa ds fy, cgqr yksdfiz; gks x;s gSa tSls&nsgyh]cacbZ] dkuiqj vkfnA ijh{kk gsrq pqus tkus okys 'kgj fdl izdkj ds y{k.k okys gksa] bls izR;sd daiuh dks Lo;agh ifjHkkf"kr djuk pkfg,A izk;% pquko esa fuEukafdr y{k.kksa dks /;ku esa j[kuk mi;ksxh gS%&(i) dbZ m|ksxkas dh fo|ekurk](ii) vkSlr izfr;ksfxrk](iii) i;kZIr la[;k esa Üka[kyk HkaMkjksa dh mifLFkfr](iv) tula[;k dh vkykspukRed izofÙk](v) mi;qZDr lk/ku j[kus okys ukxfjd]izR;sd mRikn ds fy, lk/kkj.kr% vyx vyx y{k.kksa okys 'kgj pquus gksrs gSaA

3. ijh{kk dc rd pyuh pkfg,\% cktkj ijh{kk;sa dbZ eghus ls ysdj dbZ o"kkZsa rd tkjh ns[kh xbZ gSaA ijh{kkdkydk fu.kZ; ijh{kk dh ifjfLFkfr;ksa ds vuqlkj fd;k tkrk gSA ;w¡ rks vusd ?kVdksa ij fopkj fd;k tkrk gS] fdUrqfuEu rhu ?kVdksa dk fo'ks"k /;ku j[kuk pkfg,% vkSlr iquZ%Ø; dky] izfrLi/kkZ laca/kh fLFkfr vkSj ijh{kkRedfoi.ku ykxrAvkSlr iqu%Ø; dky (Average Repurchase Period) dk rkRi;Z ml le; dh vof/k ls gS tks fd Øsrk }kjkmRikn dks iqu% LVkd djus ls iwoZ lk/kkj.kr% O;rhr gksrk gSA u;k mRikn ,d fu'kqYd uewus ds :i esa vk ldrkgS vFkok vkosxo'k [kjhnk tk ldrk gS ;k mlds Ø; ds fy, fo'ks"k lkSnk fd;k tk ldrk gSA bldk iz;ksxdj ysus ds ckn xzkgd ls mldh jk; iwNuk mldh vxyh [kjhn ds fy, izrh{kk djus dk mfpr fodYi ughagSA ,d gh iquZ%Ø; vof/k NksVh gS muds laca/k esa rks dksbZ leL;k ugha gS ysfdu yach iqu%Ø; i;Zos{k.k dfBukbZls i;kZIr gksrk gSA u;s czkaM ds ,d ckj ds iz;ksx ds ckn xzkgd vius iqjkus czkaM dks iqu% [kjhn ldrk gS] rkfdnksuksa dh rqyuk dj lds] vFkok nks pkj ckj [kjhnus ds ckn u;s mRikn ls vlarks"k vuqHko djrs gq, mldks NksM+ldrk gSA vr% ;g okaNuh; gksxk fd voyksdu dk;Z dbZ iqu%Ø; vofèk;ksa rd tkjh j[kk tk,A ftu oLrqvksadh iqu%Ø; vof/k NksVh gS muds laca/k esa rks dksbZ leL;k ugha gS ysfdu yach iqu%Ø;vof/k;ksa okys u;s mRiknksads laca/k esa dbZ iqu%Ø; vof/k;ksa rd voyksdu djus dk fu.kZ; ,d cM+h leL;k cu tkrk gS] D;ksafd daiuh dksijh{kk dk;Z ,d ;k nks o"kkZsa rd tkjh j[kuk iM+ ldrk gS vFkok mls Ø;ksÙkj lk{kkRdkj ij fuHkZj jguk gksxkAnwljk izHkko Mkyus okyk ?kVd gS izfrLi/kkZ dh n'kkA ,d daiuh ;g rks pkgsxh fd cktkj ijh{kk bruh le;kofèkrd tkjh j[kh tk;s fd mi;ksxh lwpuk izkIr djuk laHko gks lds] fdUrq bl le;kof/k dks og bruk yack ughaj[kuk pkgsxh] ds bl chp izfr;ksxh Hkh rS;kj gksdj cktkj esa vk tk;saA lgh le;kof/k irk yxkuk lpeqp ,ddfBu dk;Z gSArhljk egRoiw.kZ izHkkodkjh ?kVd] tks cktkj ijh{kk dh dkykof/k dks fu/kkZfjr djrk gS] ijh{k.k ij vkus okyhykxr gSA ijh{kkRed foi.ku dh dqy ijh{kk dky ds lkFk izR;{k :i ls ifjofrZr gksrh gSA dqy ykxrksa esa foØ;ifj.kkeksa dk vaos{k.k djus ds 'kqYd vkSj ijh{kk dh ns[kHkky ds O;; rks lfEefyr jgrs gh gSa] mRikn dks 'kh?kzgh izpfyr u djus dh volj ykxrsa Hkh lfEefyr gksrh gSaAijh{kk ds fy, pqus tkus okys 'kgjksa dh la[;k ds pquko esa fu.kkZ;d ds lEeq[k tSlh nqfo/kk izLrqr gksrh gS oSlhgh nqfo/kk ijh{kkdky fu;r djus esa gksrh gSA ijh{kkdky ftruk yack j[kk tk;sxk] ijh{kk ds ifj.kke mruk ghvf/kd lwpukizn gksaxs fdUrq lkFk gh ijh{k.k ykxrsa c<+ tk;saxhA

4. ijh{kk dh vof/k esa D;k lwpuk bdëh dh tkuh pkfg,\% fdlh cktkj ijh{kk ds fy, ;kstuk;sa cukrs le;fu;kstu dks ;g fu.kZ; djuk pkfg, fd u;s mRikn ds xq.k nks"kksa dk ewY;kadu djus gsrq D;k foØ; ,oa vU;lwpuk vko';d gSA rRi'pkr mls bl lwpuk ds ,d=khdj.k ds fy, daiuh ds foi.ku vuqla/kku foHkkx vkSj ckáokf.kfT;d lsokvksa ls O;oLFkk;sa djuh pkfg,A ;s O;oLFkk;sa fuEukafdr gSa&(i) mRikn ds ynku laca/kh vkadM+s% tc u;s LVkd ds fy, O;kikfj;ksa ds vkMZj vkrs gSa] rks mudks mRikn dk

ynku fd;k tkrk gSA vr% lkIrkfgd ynku ds vkadM+s QqVdj foØ; dh nj ds fo"k; esa dqN lwpuk miyCèkdj ldrs gSa&


(ii) Hk.Mkj vads{k.k (Store Audits)% QqVdj fcØh dh okLrfod xfr ls Lo;a dks ifjfpr j[kus ds fy, daiuhds fy, ;g t:jh gksrk gS fd lkef;d HkaMkj vads{k.kksa dh] O;oLFkk djsaA og ;k rks fdlh fu;ferokf.kfT;d lsok ls fjiksVZ [kjhn ldrh gS vFkok fo'ks"k vads{k.k ds fy, O;oLFkk dj ldrh gSA fjiksVZ esaizeq[k izfrLi/kkZ czkaMksa ds fy, Hk.Mkj foØ;ksa vkSj LVkd ek=kkvksa laca/kh laf{kIr lwpuk nh gksrh gSA blO;oLFkk dk ijh{kkRed foi.ku ds fy, ,d lhfer mi;ksx gh gksrk gS] D;ksafd izFke rks ;g vads{k.k gjnwljs eghus ;k nks ekgh fd;k tkrk gS vkSj fjiksVZ dbZ g¶rksa ckn fey ikrh gSA nwljs] ;g fjiksVZ Øsrkfo'ks"krkvksa ds ckjs esa dksbZ izdk'k ugha Mkyrh tSls fd ;g ugha crkrh fd nksgjkus okys Øsrkvksa dh rqyukesa u;s Øsrkvksa dk vuqikr D;k gSA

(iii) miHkksDrk lfefr;ka (Consumer Panels)% tc u;s mRikn dks miHkksDrk lfefr;ksa ds lnL;ksa }kjk [kjhnktkrk gS] rks dHkh&dHkh Øsrk fo'ks"krkvksa laca/kh mi;ksxh lwpuk izkIr dh tk ldrh gSA izR;sd lnL; viuh[kjhn czkaM] dher] fo'ks"k lqfo/kk vkfn ds ckjs esa lkIrkfgd lwpuk Hkstrk gSA bu vkadM+ksa ls daiuh ;g irkyxk ldrh gS fd mlds czkaM dh fdruh fcØh nksgjkbZ tk jgh gS] fdu {ks=kksa esa mls xzkgd fey jgs gSa vksjfdu esa og xzkgd [kks jgh gS] u;s czkaM esa fdl izdkj ds xzkgd lcls vf/kd #fp fn[kk jgs gSa] vkfn vkfnAbu lwpukvksa ds vk/kkj ij daiuh cktkj esa vius Hkkoh Hkfo"; dk iwokZuqeku yxk ldrh gSaA

(iv) Øsrk loZs{k.k (Buyer Surveys)% u;s mRikn ds izfr Øsrk izofÙk;ksa vkSj izfrfØ;kvksa ds ckjs esa izR;{k lwpukizkIr djus gsrq daiuh izfrfuf/kLo:i dqN u;s xzkgdksa ds uke eaxkdj muls lk{kkRdkj ds fy, O;oLFkk djldrh gSA bu lk{kkRdkjksa ds }kjk Øsrk fo'ks"krkvksa rFkk mudh izpfyr mRikn ds fo"k; esa lkekU; ,oa uohumRikn ds fo"k; esa fof'k"V izfrfØ;k;sa Kkr dh tk ldrh gSaArkRi;Z ;g gS fd daiuh ftruk vf/kd laxzg dj ysxh] lgh fu.kZ; ysus ds volj Hkh mrus gh c<+ tk;saxsvksj lkFk gh ykxr Hkh c<+ tkrh gSA vr% lwpuk dh lgh ek=kk vkSj fdLe dk fu.kZ; ijh{kkRed foi.kuds mís';ksa] cktkj tksf[keksa vkSj lwpuk ykxrksa ds vk/kkj ij fd;k tkuk pkfg,A

5. ijh{kk ds ckn D;k dk;Z djus pkfg,\% tc ijh{kkRed foi.ku iw.kZ gks tk, rc fQj vafre fu.kZ; ysuk gksrkgSA cktkj ijh{kk ds ifj.kke ds lanHkZ esa gesa dbZ fodYi miyC/k gksrs gSa] tks fd fp=k 7.6 esa iznf'kZr fd;s x;sgSaA

fp=k 7.6% fu.kZ; o{k&cktkj ijh{kk ds ckn oSdfYid fu.kZ;(Decision-Tree-Decision After Market Testing)

foi.ku ds fl)kUr132

;fn cktkj ijh{kk ls irk pys fd fcØh vR;qÙke gS] rks ge lh/ks u;s mRikn dks O;kikfjd :i ls izLrqr djusdk fu.kZ; ys ldrs gSaA;fn cktkj ijh{kk ls irk pys fd fcØh dkQh vPNh gS] rks ge ;k rks ,d ubZ cktkj ijh{kk ds fy, O;oLFkkdk fu.kZ; ys ldrs gSaA vFkok iwoZ cktkj ijh{kk ls ftu lq/kkjksa dh vko';drk izrhr gqbZ gks mUgsa djds u;s mRikndks O;kikfjd :i ls izLrqr djus dk fu.kZ; ys ldrs gSa] vFkok ;g Hkh gks ldrk gS fd ge mRikn esa lq/kkj djds]fQj nwljh cktkj ijh{kk ysus dk fu.kZ; djsaA fdUrq gesa ;kn j[kuk pkfg, fd nwljh ijh{kk ysus dk eryc gSnqckjk nzO; [kpZ gksukA vr% nwljh ijh{kk ysus ds laHkkfor ykHkksa vkSj vfrfjDr [kpkZsa dh lko/kkuh ls rqyuk djuhpkfg,] vFkok ,d fodYi ;g Hkh gks ldrk gS fd u;s mRikn laca/kh fopkj dks loZFkk gh NksM+ nsa] D;ksafd fcØhdsoy dkQh vPNh gS ¼cgqr vPNh ;k vR;qÙke ugha½ fu.kZ; ysuk vo'; pkfg,] pkgs og dSlk Hkh gksA fu.kZ; dksLFkfxr djuk Bhd ugha gksrk gS tcfd nqHkkZX;o'k O;ogkj esa ,slk gh gksrk gSA izk;% ge vafre fu.kZ; ysus esa ladkspdjrs gSa vkSj ladksp ds dkj.k gh vf/kdkf/kd lwpuk ikus ij cy nsus yxrs gSaA QyLo:i tks O;; gks pqdk gSmlds O;FkZ tkus dh vk'kadk jgrh gSA;fn ijh{kkRed foi.ku ls irk pys fd fcØh vi;kZIr ;k vlarks"ktud gS] rks ge u;s mRikn dk fopkj loZFkkR;kx ldrs gSaA vFkok mlesa cktkj ijh{kk }kjk bafxr lq/kkj djds iqu% cktkj ijh{kk ysus dk fu.kZ; dj ldrsgSaA blds foijhr ge] ,slk Hkh lksp ldrs gSa fd tks cktkj ijh{kk yh xbZ Fkh og mi;qZDr ;k fo'oluh; ughaFkh vkSj blfy, ijh{kk {ks=k dk nqckjk :iko.k djuk o ubZ cktkj ijh{kk ysuk vko';d gSAtc u;s mRikn ds lekjaHk dk fu.kZ; gks tk,] rks mi;qZDr foi.ku LVsªsVsth dk fu.kZ; djuk gksxkA foi.ku LVsªVsthlaca/kh fu.kZ; cktkj ijh{kk ls izkIr lwpuk ij vk/kkfjr gksuk pkfg,A

6. foi.ku (Marketing)% mRikn dks okf.kfT;d :i ls izLrqr djus esa dkQh dke djuk gksrk gSA ;g ,d egRoiw.kZiz'u gSA vU; ckrksa ds lkFk&lkFk daiuh dks mRiknu ds leLr y{k.kksa vkSj iSdst dks vafre :i nsuk gksrk gS]u;s lkt lkeku o vU; lqfo/kk,a izkIr djus esa /ku dk fofu;ksx djuk iM+rk gS] rkfd cM+s iSekus ij mRiknulaHko gks ldsA foØ; deZpkfj;ksa dh lHkkvksa dk vk;kstu djuk iM+rk gS vkSj foKkiu ,oa lao)Zu laca/kh iw.kZdk;ZØe cukuk gksrk gSA bu lc dk;kZsa esa O;; rsth ls fd;s tkrs gSa vkSj budh jkf'k ds lEeq[k vc rd ds O;;ksadh jkf'k rqPN yxrh gSA bl O;; ds fy, /ku tqVkus gsrq izk;% daiuh dks eqnzk cktkj dh 'kj.k ysuh iM+rh gSAlkekU;r% mRikn jk"VªO;kih Lrj ij ,d gh ckj esa izLrqr ugha fd;k tkrk] oju~ og igys eq[; cktkjksa eas izLrqrfd;k tkrk gS vkSj fQj 'kuS% 'kuS% f}rh;kRed ,oa rrh;d cktkjksa esaA vU; 'kCnksa esa] fu;ksftr cktkj foLrkjdh uhfr viukbZ tkrh gSA fu;ksftr cktkj foLrkj dh xfr D;k gksxh ;g dbZ ?kVdksa ij fuHkZj gSA ;fn ijh{kkRedfoi.ku ds ifj.kke cgqr mRlkgizn gSa vkSj ;g izrhr gksrk gS fd mRikn [kwc eqnzk miktZu djsxk rks fulansg daiuhmRikn dks ,d Øs'k vk/kkj ij izLrqr djsxhA ;fn bl ckr dh laHkkouk gS fd izfr;ksxh yksx mRikn dh udytYn gh dj ysaxs rks Øs'k dk;ZØe ds vuqlkj izLrqfr ds fy, og vf/kd lps"V gks tk;sxhA fdUrq daiuh viuslk/kuksa }kjk fu/kkZfjr xfr ls vf/kd rst ugha c<+ ldsxhA fQj ;g Hkh iz'u gS fd og viuh mRiknu lqfo/kkvksadk foLrkj fdruh rsth ls dj ldrh gS vkSj vius foØ; deZpkfj;ksa dks fdruh tYnh izf'kf{kr dj ldrh gSAbl ckr dh Hkh leL;k gS fd okafNr nj ls cktkj foLrkj ds fy, i;kZIr iwath dh O;oLFkk djuk laHko gksxk;k ughaAftu daifu;ksa dks vius u;s mRikn esa iw.kZ fo'okl ugha gS os cktkjksa esa /kheh xfr ls izos'k djuk pkgsaxhA ,slkdjrs gq, os viuh gkfu dks lhfer djus ds fy, ykHk lhfer j[kus dh uhfr dk gh ikyu djrh gSApkgs daiuh viuk u;k mRikn Øe'k% izLrqr djs vFkok lh/ks jk"Vªh; Lrj ij] nksuksa gh n'kkvksa esa ;g vko';dgS fd og mRikn ds okf.kfT;d izLrqrhdj.k ds fy, le; rkfydk lko/kkuh ls cuk;saA okf.kfT;dj.k voLFkkesa tks lSdM+ksa fØ;k,a dh tkrh gSa muds lgt leUo; vkSj izde.ku ds fy, dqN mér fu;kstu ,oa le; vuqlwfp;urduhdksa dks iz;ksx djuk vko';d gksrk gSA


thou pØ dh izkjafHkd ,oa i'pk)rhZ voLFkkvksa ls gksdj u;s mRikn dks vkxs c<+krs jgus ds mís'; ls ekxZn'kZugsrq daiuh dks vko';d uhfr fu.kZ; ysus gksaxsA le;≤ ij bu uhfr;ksa esa ifjorZu djrs jguk gksxkA rkfdcktkj gkFk ls u fudyus ik;sA

mRikn lq/kkj

(Product Improvement)

mRikn lq/kkj ;k ifjorZu bPNkuqlkj HkkSfrd xq.k ;k oLrq ds laos"Vu esa ifjorZu gSA tc mRikn ds foØ; esa deh vkrhgS ;k og oLrq thou pØ dh ifjiDork dh voLFkk esa igqaprh gS rc mRikn lq/kkj vf/kd vko';d gksrk gSA dqN oLrqvksads laca/k esa] tSls jklk;fud vkSj dPph lkexzh esa fdlh Hkh izdkj ds ifjorZu dk egRo ugha gSA ysfdu dbZ oLrqvksa esaBksl ifjorZu vkSj mlds HkkSfrd xq.kksa esa lq/kkj dh {kerk gksrh gS] nks egRoiw.kZ ?kVd gSa] tks fuekZrkvksa dks mldh oLrqlq/kkjus ds fy, etcwj djrs gSaA1. ubZ rduhdh fodkl (New Technology), vkSj2. izfrLi/kkZRed vko';drk (Competitive Necessity)

bl izdkj reke fuekZrkvksa dks rduhdh ifjorZu rFkk izfrLif/kZ;ksa }kjk oLrq lq/kkj dk lkewfgd iqujkoyksdu djuk iM+rkgSA os ;g Hkh fopkj djrs gSa fd mRikn ifjorZu ls muds O;kikj esa ykHk gksxk ;k ughaAmRikn esa dqN lkekU; HkkSfrd xq.k gksrs gSa ftUgsa ifjofrZr fd;k tkrk gSA tSls lkexzh] jax vkdkj] vkÑfr] Lokn dk;Zdh fo'ks"krk] <ax vkfnAlkekU;r% mRikn lq/kkj ds fy, fuekZrk }kjk rhu izdkj dh oLrq lq/kkj ekspkZcUnh dk mi;ksx fd;k tkrk gSA ;g ekspkZcUnhdh fdLe] <ax vkSj vkÑfr esa lq/kkj gSAmRikn lq/kkj dk mís'; mÙke lkexzh e'khu ls oLrq dh lkisf{kd of) vkSj fVdkÅiu esa of) djuk gSA <ax esa ifjorZudjus dk mís'; lkSan;Z vihy dks dk;Z vihy ds vuqlkj djuk gSA eksVjdkj] LdwVj] lkbdy esa oLrq lq/kkj vf/kdr;kdk;Z lq/kkj dh vis{kk <ax vkSj fn[kkoV esa gksrk gSA Hkkstu dh oLrqvksa esa tgka lq/kkj laHko ugha gksrk ogka laos"Vu <ax esalq/kkj fd;k tkrk gSAxq.k ¼y{k.k½ vkÑfr esa lq/kkj djus dk mís';

okLrfod ;k bPNqd miHkksDrkvksa dks fn, x, ykHk dks c<+kuk gS ,oa ykHkksa esa of) djuk gSA tSls vf/kd vkjke nsuk] lqj{kk]{kerk ;k oLrq cnyus dh O;oLFkk djukA oLrq lq/kkj xzkgdksa ds fnekx esa oLrq dh ubZ /kkj.kk mRié djus ds fy, fd;ktkrk gSA vkSj blfy, vf/kdka'k rjôh dh gqbZ oLrqvksa ds fy, U;w 'kCn dk iz;ksx fd;k tkrk gSA ftlls izHkko'kkyhfoKkiu dks lgk;rk feyrh gSA tSls U;w fcukdk Vki] U;w lqij lQZ] fizfVax jksVjh e'khu] daI;wVlZ xkbMsM e'khusa] flFksafVddiM+ksa dh mRiknu rduhfd;kaA

mRikn fodkl ,oa miHkksDrk vaxhdj.k(Product Development and Consumer Adoption)

miHkksDrk vaxhdj.k izfØ;k

(The Consumer Adoption Procewss)

miHkksDrk vaxhdj.k izfØ;k ogka ls 'kq: gksrh gS tgka fd daiuh dk mRikn fodkl dk;Z [kRe gksrk gSA bldk rkRi;Z mlizfØ;k ls gS ftlds }kjk laHkkfor xzkgd u;s mRikn ds ckjs esa tkuus yxrs gSa] mls vktekrs gSa vkSj fQj vUr esa mRikndks ;k rks vaxhdkj dj ysrs gSa vFkok vLohdkjA1 ,d fuekZrk dks bl vaxhdj.k izfØ;k dk Kku gksuk vko';d gS] rkfd

1. "It deals with the process by which potential customers come to learn about the new product, try it and eventually adopt or reject

it." – Philip Kotler, Marketing Management, p. 342

foi.ku ds fl)kUr134

og tu psruk vkSj vktek;'kh iz;ksx dk ekxZ 'kh?kz gh cuk ldsA tcfd miHkksDrk vaxhdj.k izfØ;k dk laca/k u;s mRiknds fuekZrk ls gS] rc miHkksDrk fu"Bk izfØ;k dk laca/k LFkkfir mRikn ds fuekZrk ls gksrk gSA vr% nksuksa esa egRoiw.kZ vUrjgSA1. uokpkj dh foHkkT;rk (Innovation's Divisibility): uokpkj dh foHkkT;rk vaxhdj.k&nj dks c<+kus esa

lgk;d gksrh gSA izkjfEHkd vaxhdj.k djus okyksa dh rqyuk esa foyEc ls vaxhdkj djus okyksa dh vf/kd foHkkT;rkdh vko';drk iM+ ldrh gS] D;ksafd os vf/kd tksf[ke ysrs gSaA

2. uokpkj dh laizs"k.k'khyrk (Innovation's Communicability): tks uokpkj nwljksa ij iznf'kZr fd;s tk ldrsgSa mudk izlkj lekt esa tYnh gks tkrk gSAmDr fo'ks"krk;sas mRikn ds fMtkbu] lEc)Zu vkSj foi.ku nf"V;ksa ls Hkh egRoiw.kZ gSaA QeZ dk u;s mRikn dhfo'ks"krkvksa ij fu;a=k.k gksrk gS] fdUrq dsoy dqN lhekvksa ds vUrxZrA mRikn ds fMtkbu ds fy, mRiknfo'ks"krkvksa dk ekxZn'kZu ;g gS fd QeZ dks ,d ,sls mRikn dk ltu djuk pkfg, ftlesa ml mRikn ij ftldkizfrLFkkiu fd;k tk jgk gS vf/kdre lkisf{kd ykHk gks] vaxhdkj djus okyksa ds vkn'kkZsa ds lkFk vf/kdrevuq:irk gks ,oa U;wure tfVyrk gksA nqHkkZX;o'k ;s fo'ks"krk;sa cgq/kk ,d nwljs ds foijhr dk;Z'khy gksrh gSa] tSlsfedsfudy bZfDoiesaV dks vf/kd ifjorZu{ke cuk;k tk ldrk gS fdUrq ,slk djus esa mldh tfVyrk c<+ tkrhgSA

135mRikn igpku

v/;k;&8

mRikn igpku(Product Identification)

fHkUu&fHkUu fuekZrkvksa }kjk fufeZr oLrq,a ,d gh vkdkj&izdkj] xq.k] jax&:i ,oa ewY; dh gksrh gSa rks izR;sd fuekZrk ;gpkgrk gS fd mldh oLrq ij dksbZ Nki] ysfcy] fpºu ;k blh izdkj dh fØ;k dh tk;s ftlls fd miHkksDrk ml Nki]fpºu ;k ysfcy dks ns[kdj ml oLrq dks vklkuh ls igpku ldsA ,sls fpUgkadu dk dk;Z czkf.Max( (Branding), O;kikjfpUg (Trade Mark), iSdsftax (Packaging), rFkk ysfcfyax (Labelling) fØ;kvksa }kjk iwjk fd;k tkrk gSA mRikn&igpkudh bl izfØ;k dks gh ^mRikn igpku* (Product-Identification) dgk tkrk gSA

czkf.Max vkSj VªsMekdZ (Branding & Trade Mark)µvkèkqfud le; esa yxHkx lHkh izdkj dh oLrqvksa ds fy, czk.M dkiz;ksx fd;k tkrk gSµ

czk.M dk eq[; mís'; ,d igpku (Identification) fuf'pr djuk gksrk gSA tks oLrq Øsrkvksa dks lUrq"V dj pqdh gS] mloLrq dh Øsrk mlh igpku fpUg ds vkèkkj ij ekax dj ldsa vkSj mRiknudÙkkZ ml ekax dks iwjh dj ldsAczk.M o VsªMekdZ ds lEcUèk esa fofHkUu fo}kuksa us fHkUu&fHkUu ifjHkk"kk,a nh gSaA bl lEcUèk easa dqN izeq[k ifjHkk"kk,afuEufyf[kr gSaµ

1. vejhdu ekdsZfVax ,lksfl,'ku ds vuqlkj czk.M ,d uke] 'kCn] fpºu ;k fMtkbu ;k budk ,d lfEeJ.k gSftldk mís'; ,d foØsrk ;k ,d lewg ds foØsrkvksa ds eky ;k lsokvksa dks igpkuuk gS vkSj izfr;ksfx;ksa ds eky;k lsokvksa ls Hkst djuk gSA**

bl izdkj czk.M esa uke gks ldrk gS] dqN 'kCn gks ldrs gSa] ,d fMtkbu gks ldrk gS] ;k bu lcdks feykdj ,dczk.M cuk;k tk ldrk gSA Hkkjr esa ckz.M dk iz;ksx vkèkqfud ogr~ mRiknu okys fuekZrkvksa ds }kjk fd;k tkrk gS(tSls] fgUnqLrku yhoj fyfeVsM] eqEcbZ dk ^[ktwj Nki MkyMk ?kh*] ,lksfl,VsM lhes.V dEiuh dk ^,- lh- lh-lhes.V*A

2. vesfjdu ekdsZfVax ,lksfl,'ku ds er esa] ^VªsMekdZ ,d czk.M gS ftldks oSèkkfud laj{k.k ns fn;k x;k gS D;ksafdbldks dkuwu ds vUrxZr dsoy ,dek=k foØsrk }kjk viuk;k tk ldrk gSA**

3. dkWiyS.M ds fopkj esa] ^^VªsMekdZ dks fdlh ladsr] fpºu] izrhd] v{kj ;k v{kjksa ls ifjHkkf"kr fd;k tk ldrk gStks fdlh oLrq ds mn~xe ;k LokfeRo dks crykrs gSa rFkk oLrq dks mldh DokfyVh ls fHkUu djrs gSa vkSj leku mís';gsrq muds iz;ksx dk vU; dks leku vfèkdkj iznku ugha djrs gSaA**

4. LVk.Vu ds 'kCnksa esa ^lHkh VªsMekdZ czk.M gSa vkSj bl izdkj buesa os 'kCn] ys[k ;k vad 'kkfey gSa ftudk mPpkj.kgks ldrk gSA buesa rLohj dk fMtkbu Hkh 'kkfey gSA**

mi;qZDr fooj.k ls ge bl fu"d"kZ ij vkrs gSa fd czk.M eas ;g fo'ks"krk,a ik;h tkrh gSA % 1. czk.M dk uke] 'kCn] fpºuo fMtkbu gSA 2. bldk mís'; ,d foØsrk ;k laLFkk dh oLrqvksa dks igpkuuk rFkk izfr;ksxh oLrqvksa ls fHkUurk mRiUudjuk gSA 3. lHkh czk.M VªsMekdZ ugha gSa ysfdu lHkh VªsMekdZ czk.M ekus tkrs gSaA 4. czk.M dk {ks=k lhfer gS tcfd VªsMekdZdk {ks=k foLrr gSA

foi.ku ds fl)kUr136

czk.M ¼ekdkZ½ ,oa O;kikj fpUg(Brand and Trade Mark)

czk.M ls vk'k; (Meaning of Brand)&czk.M ¼ekdkZ½ ,d foLrr vFkZ okyk 'kCn gS ftlesa dksbZ v{kj] uke] fpUg] fMtkbu;k fp=k vFkok bu lcds feJ.k dks lfEefyr fd;k tkrk gSA bldk ç;ksx fuekZrk vFkok e/;LFkksa ds }kjk vius mRiknksadks nwljksa ds mRiknksa ls fHkUurk j[kus ds fy, fd;k tkrk gSA

O;kikj fpUg ls vk'k; (Meaning of Trade Mark)&tc fdlh v{kj] uke] fpUg] fMtkbu ;k fp=k vFkok bu lcds feJ.kdk dkuwu ds vUrxZr] iath;u djk fy;k tkrk gS rks bls O;kikj fpUg dgrs gSaA okLro esa O;kikj fpUg dkuwuh laj{k.kçkIr czk.M gh gS tc dksbZ fuekZrk fofHkUu mRiknksa dk mRiknu djrk gS rks og fHkUu mRiknksa ds fy, fHkUu&fHkUu czk.Mksadk ç;ksx dj ldrk gS ysfdu mu lcdks fy, ,d gh O;kikj fpUg dk ç;ksx djrk gSA

lkekU;r czk.M ds lkFk mRikn ;kstuk of) dk ,d Hkkx gksrk gSA vesfjdu ekdsafVax ,lksfl,'ku ds vuqlkj Þczk.M 'kCn,d 'kCn] uke] fpUg ;k lk/ku ;k fdlh lfEeJ.k ls ifjHkkf"kr fd;k tk ldrk gS] tks fuekZrk ;k O;kikjh }kjk mldsmRikn ;k lsok dks igpkuus ds fy, mi;ksx esa yk;k tkrk gks vkSj nwljs fuekZrkvksa }kjk fufeZr oLrq tks csph xbZ ;k lsok,atks dh xbZ nksuksa esa fHkUurk çdV djus ds fy, mi;ksx esa yk;k tkrk gSAß1

çR;sd daiuh viuh oLrq dks igpkuus vkSj cktkj esa nwljs çfrLif/kZ;ksa dh oLrq ls vyx fn[kkus dh bPNk j[krh gSA oLrqdks igpkuus ds fy, ,d egRoiw.kZ i)fr gS ftls czkfMax dgk tkrk gSA bleas oLrq dks dqN uke fpUg vkfn fn;k tkrkgSA mRikn dks czk.M çnku djuk foØ; fodkl dk ,d vk/kkj gksrk gSA czkfMax mlds fy, daiuh dh Lora=krk vkSj lqj{kkdh O;oLFkk djrh gSA czkfMax }kjk daiuh vius laHkkfor xzkgd dks foKkiu vkSj nwljs foØ; çorZu ds lk/kuksa }kjk ;gcrk ldrh gS fd ;g gekjk mRikn gS vkSj blesa Qyka&Qyka xq.k gSa rFkk cktkj ds nwljh mRiknksa ls ;g vPNh gSA xzkgdcktkj esa ,slh oLrq dks 'kh?kz gh igpku yssrs gSa D;ksafd os foKkiu esa czkaM ;k fpUg vkfn ns[ks gq, gksrs gSa ;k daiuh dsçfrfuf/k;ksa ls blds ckjs esa lqu pqds gksrs gSaA lkekU;rk miHkksDrk oLrqvksa ij gh czkaM yxk;k tkrk gS ysfdu bu fnuksa¼orZeku le; esa½ vkS|ksfxd oLrqvksa ij Hkh czkaM yxkus dh çofr eas of) gqbZ gSA

vPNs czkaM uke dh fo'ks"krk

(Characteristics of a Good Brand Name)

,d O;kikfjd uke vPNk ;k cqjk gks ldrk gS] og foØ; esa of) ;k #dkoV dj ldrk gSA ,d vPNs czkaM eas fuEufo'ks"krk,a gksrh gSA

(1) mPpkj.k djus esa ljy gks (Easy to Pronounce)&D;ksafd Hkkjr esa dqN jkT;ksa ds yksx fuf'pr /ofu;ksa ;k vkoktesa ugha cksy ldrs vkSj lkFk gh dHkh&dHkh os dqN fuf'pr 'kCnksa dk lgh mPpkj.k Hkh ugha dj ikrsA bl dkj.kos ,slh oLrqvksa dks iwNus esa ldqpkrs gSaA czkaM uke ,slk gksuk pkfg, ftldk ljyrk ls mPpkj.k fd;k tk ldsA

(2) Lej.kh; (Memorable)&uke ;kn djus ;ksX; gks ;k ;kn djus esa ljy gksA

(3) og NksVk gks (Small)&NksVk O;kikfjd uke mPpkj.k vkSj ;kn djus esa ljy gksrk gSA og cM+s vkdkj ls de txgesa fy[kk tk ldrk gSA tSls VkVk] fcUuh] lQZ] MsV vkfnA

(4) lgh ,oa lwpukçn (True and Suggestive)&xzkgd dks ¼oLrq ds ckjs esa½ lgh lwpuk nsuh pkfg,A gj le; xzkgdO;kikfjd uke ns[krk gS] mls lqurk gS vkSj dqN lhek rd mlds fnekx esa mlds ckjs esa ,d vankt te tkrk gSAbl vankt dk oLrq ds lkFk lgh la;ksx gksuk pkfg,] tSls dkQh ds fy, ÞuSLdSQsAß

1 A brand may be defined as any letter, word, name, symbol or device or any combination there of which is adopted and used by a

manufacturer or merchant to identify his goods and services, and to distinguish them from these manufactured, sold or, in the case

of services, performed by others.”

–Marketing Definitions: A Glossary of Marketing Terms: American Marketing Association, p.9

137mRikn igpku

(5) iathÑr (Registered)&;g dkuwuh rkSj ls lqjf{kr gksuk pkfg,A dksbZ tkfrxr uke] HkkSxksfyd] ,sfrgkfld ;k vU;dksbZ uke tks lkekU; yksxksa }kjk lkekU; vFkZ esa ç;ksx esa yk;k tkrk gS] blesa mi;ksx ugha gksuk pkfg,A tSls ,sfLçu]dksyk] VªkaftLVj] rktegy vkfnA fuekZrkvksa }kjk vf/kd #fpdj uke dk fuekZ.k fd;k tkrk gS tSls lQZ] uSLdSQs]vewy] cksul vkfnA

;gka ij O;kikfjd fpUg ds led{k dqN 'kCnksa dh O;k[;k djuk mfpr gksxkA tc dHkh O;kikfjd fpUg mfpr :i lsoS/kkfud vf/kdkjh ls iathÑr gksrk gSa rc og VªsMekdZ uke ls tkuk tkrk gSA bl çdkj VªsMekdZ 'kCn O;kikfjd 'kCngSA ;g mRikn dk O;kikfjd uke gSA tc oS/kkfud 'kCnkoyh esa mi;ksx fd;k tkrk gS rc VªsMekdZ cu tkrk gSA

lkj.kh 8.1

dqN lQy o tkus igpkus Hkkjrh; czkaM (Successful Indian Brands)

mRikn oxZ lQy Hkkjrh; czkaM(Product Category) (Successful Indian Brands)

1. lkcqu yhfjy] yDl] geke] jsDlksukA

2. LVhy QuhZpj xksnjstA

3. nar eatu o isLV dksyxsV] fcukdk] QksjgUl] Mkcj nar eatu] ctkt nar eatuA

4. ouLifr rsy MkyMk] jFk] iksLVeSu] e/kqjeA

5. twrs dh ikfy'k pSjh] Cyksle] fdohA

6. Øhe iksUMl] vQxku LuksaA

7. eD[ku vewy] iksyluA

8. twrs ckVk] ¶ysDlA

9. jsfM;ks fQfyIl] ejQh] cq'k] us'kuyA

10. pk; czqd ck.M] fyIVu] rktegy] jsM ysfcyA

11. VkbZ tksfM;kdA

12. VkbijkbVj xksMjst] jsfeUxVu] QSflV] tsdsA

13. Vk;j Muyi] ,e-vkj-,Q-] ,iksyks] ts-dsA

14. Vsfyfotu osLVu] viVªksu] vksfuMk] jhdks] csyVsd] Mk;uksjkA

15. 'khry is; fyEek xksYMLikWV] Mcy lsou] FkEl vi] isIlh dksykA

16. diM+s /kksus ds ikmMj lQZ] fujekA

17. LdwVj ctkt] jktnwr] fot; lqij] osLikA

18. fcLdqV ikysZ Xywdkst] ØSdtSd] fczVkfu;k] Mkfyek] eaxkjkeA

19. Mcy jksVh eksMZu] fczVkfu;kA

20. cSVjh thi] rksf'kck] vkuUn] uksfouks] ,ojsMhA

21. lkbfdy ghjks] ch-,l-,-A

22. ?kfM+;ka ,p-,e-Vh- DokVZt] tSdksA

23. isu foylu] dsefyu] yDlj] LokuA

24. diM+s eQryky] fcUuh dsfydks] cksEcs Mkbax] Mh-lh-,e- foey] osjsyh]Xokfy;j] js;u] HkhyokM+k] ,u-Vh-lh-A

foi.ku ds fl)kUr138

O;kikfjd fpUg

(Trade Mark)

O;kikfjd uke vkSj VªsM ekdZ dk lkekU;rk ,d nwljs ds i;kZ;okph ds :i esa mi;ksx fd;k tkrk gSA ;|fi buesa ekewyhlk varj gSA VªsM ekdZ dk vFkZ dqN foLrr :i esa mi;ksx fd;k tkrk gSA tks oLrq ds çdkj dks crkrk gSA ;g ,d fuekZrk}kjk mRikfnr ,d çdkj dh fo'ks"k en dks crkrk gSA

VªsM ekdZ fdlh uke dks fof'k"V <ax ls fy[kus ls Hkh cu tkrk gS] tSls ckVk bf.M;k fyfeVsM ;k ckVk ;k ch-,l-lh- dkfpUgA lk/kkj.kr;k czk.M o VsªMekdZ eas dksbZ varj ugha ekuk tkrk gS ysfdu okLro esa nksuksa esa varj gSa nksuksa ds vFkZ fHkUu gSaA

vejhdu ekdsZfVax ,lksfl,'ku ds er esa ÞVªsMekdZ ,d czk.M gS ftldks oS/kkfud laj{k.k ns fn;k x;k gS D;ksafd bldksdkuwu ds vUrxZr dsoy ,dek=k foØsrk }kjk gh viuk;k tk ldrk gSAß2

dkiys.M ds fopkj esa ÞVªsMekdZ dks fdlh ladsr] fpUg çrhd] v{kj ;k v{kjksa ls ifjHkkf"kr fd;k tk ldrk gS tks fdlhoLrq ds mn~xe ;k LokfeRo dks crykrs gSa rFkk oLrq dks mldh DokfyVh ls fHkUu djrs gSa vkSj leku mís'; gsrq muds ç;ksxdk vU; dks leku vf/kdkj çnku ugha djrs gSaAß

LVk.Vu ds 'kCnksa esa ÞlHkh VªsMekdZ czk.M gSa vkSj bl çdkj buesa os 'kCn ys[k ;k vad 'kkfey gSa ftudk mPpkj.k gks ldrkgSA blesa rLohj dk fMtkbu Hkh 'kkfey gSA

Hkkjr esa VªsMekdZ ds jftLVªs'ku ds fy, O;kikj ,oa mRikn fpUg vf/kfu;e 1958 (The Trade and Merchandise Marks

Act, 1958) gS ftlds varxZr jftLVªs'ku gks tkus ij ml fpUg] uke] 'kCn ;k fMtkbu ds ç;ksx dk ,dek=k vf/kdkjjftLVªs'ku djkus okyh laLFkk dks fey tkrk gSA Hkkjr esa bl lqfo/kk dk ç;ksx cgqr lh laLFkk,a djrh gSa] tSls nokbZ cukusokyh daiuh lkjkHkkbZ dsfedYl dks SQUIBB vkxQkxsoVZ bf.M;k fyfeVsM AGFA tks QksVks [khapus okys dSejksa dks cukrhgS] vk;qosan lsokJe fyfeVsM] mn;iqj }kjk fufeZr xk; Nki dkyk nar eatuA

mi;qZDr fooj.k ls ge bl fu"d"kZ ij vkrs gSa fd czkaM eas fuEu fo'ks"krk,a ikbZ tkrh gSa%

(i) czkaM ,d uke] 'kCn] fpUg o fMtkbu gSA (ii) bldk mís'; ,d foØsrk ;k laLFkk dh oLrqvksa dks igpkuuk rFkk çfr;ksxhoLrqvksa ls fHkUurk mRiUu djuk gSA (iii) lHkh czkaM VªsMekdZ ugha gSa ysfdu lHkh VsªMekdZ czkaM ekus tkrs gSaA (iv) czkaM dk{ks=k lhfer gS tcfd VsªMekdZ dk {ks=k foLrr gSA

czk.M ¼ekdkZ½ ,oa O;kikj fpUg esa vUrj(Difference between Brand and Trade Mark)

Øe- l- vkèkkj czk.M O;kikj fpUg(S. No.) (Basis) (Brand) (Trade Mark)

1. iath;u (Registration) czk.M dk iath;u djkuk vko';d ugha gSA O;kikj fpUg dk iath;u djkuk vfuok;Z gSA

2. dkuwuh laj{k.k (Legal Protection) czk.M dh udy vU; izfrLifèkZ;ksa }kjk dh O;kikj fpUg dh udy djus okys izfrLifèkZ;kastk ldrh gS vkSj muds fo#) dk;Zokgh ds fo#) dkuwuh dk;Zokgh djds gtkZuk

Hkh ugha dh tk ldrh gSA olwy fd;k tk ldrk gSA

3. {ks=k (Scope) czk.M dk {ks=k lhfer gSA O;kikj fpUg dk {ks=k foLrr gSA

4. igpku (Identification) czk.M ls mRikn ds xq.kksa dh igpku tcfd O;kikj fpUg ls O;kolkf;d miØegksrh gSA dh igpku gksrh gSA

5. izÑfr (Nature) lHkh czk.M O;kikj fpUg ugha gksrsA lHkh O;kikj fpUg czk.M gksrs gSaA

2 “A brand which is given legal protection because under the law it has been appropriated exclusively by one seller”

– American Marketing Association

139mRikn igpku

czk.M ijh{k.k(Brand Testing)

tks fuekZrk ,oa foØsrk czk.M dk ç;ksx djuk pkgrs gSa os mldks dke esa ykus ls iwoZ bl ckr dk irk yxkuk pkgrs gSafd czk.M lHkh çdkj ls mi;qDr gS vFkok ughaA bl dk;Z ds fy, czk.M ¼uke ;k fpUg½ dk ijh{k.k djrs gSaA bl ijh{k.kesa fuEu ikap <ax viuk;s tkrs gSa&

(1) Lej.k ijh{k.k (Memory Test)&ijh{k.k ds bl <ax eas mifLFkr tuleqnk; ls vfHk#fp O;Dr djus dks dgk tkrkgS vkSj ftl uke dks vf/kd O;fDr;ksa }kjk çFke ojh;rk (first preference) nh tkrh gS mlh uke dks czk.M ds fy,pqu fy;k tkrk gSA

(2) ojh;rk ijh{k.k (Preference Test)&ijh{k.k ds bl <ax esa mifLFkr tuleqnk; ls vfHk#fp O;Dr djus dks dgktkrk gS vkSj ftl uke dks vf/kd O;fDr;ksa }kjk çFke ojh;rk (first preference) nh tkrh gS mlh uke dks czk.Mds fy, pqu fy;k tkrk gSA

(3) vf/kxe ijh{k.k (Learning Test)&bl rjhds ls fofHkUu ukeksa ds mPpkj.k o vklkuh ls fy[kus dks ekik (measure)

tkrk gSA ftl uke dks lcls vf/kd O;fDr;ksa }kjk lgh o vklkuh ls mPpkfjr fd;k tkrk gS ogh uke czk.M dsfy, pqu fy;k tkrk gSA

(4) lekxe ijh{k.k (Association Test)&bleas czk.M ukeksa dks mifLFkr tu&leqnk; dks i<+dj lquk fn;k tkrk gS;k dkMZ ij fy[kdj fn[kk fn;k tkrk gS vkSj ckn esa mlds efLr"d esa tks uke igys vkrk gS mldks fy[kus dsfy, dgk tkrk gSA

(5) vuks[kk ijh{k.k (Uniqueness Test)&bl ijh{k.k esa mifLFkr tuleqnk; dks vius çLrkfor czk.M uke crk;s tkrsgSa vkSj muls ;g çkFkZuk dh tkrh gS fd os bu çLrkfor ukeksa ls feyrs&tqyrs vU; czk.M ukeksa dks fy[ksaA bllsfuekZrk dks ;g irk yx tkrk gS fd mldh çLrkfor czk.M fdk czk.M ls ¼tks igys ls cktkj esa gS½ Confuse djldrh gS vkSj bl çdkj bl ijh{k.k ds vk/kkj ij mfpr fu.kZ; fy;k tk ldrk gSA

,d fuekZrk czk.M uke r; djrs le; mi;qZDr <axksa esa ls fdUgha Hkh <axksa dks viuk ldrk gSA ;g mlds lk/ku olqfo/kk ij fuHkZj gSA dHkh&dHkh ,d <ax u viukdj dbZ <axksa dks viuk;k tkrk gS vkSj tks fu"d"kZ loksZÙke le>s tkrsgSa mUgsa czk.M ds fy, pqu fy;k tkrk gSA

czk.M ds ykHk ;k czk.M dk egRo(Advantages or Importance of Branding)

czk.M ekdZ ç;ksx esa ykus ls fofHkUu leqnk;ksa dks ykHk gksrk gSA bUgha ykHkksa dks czk.M ds egRo ds :i esa Hkh çnf'kZr fd;ktk ldrk gSA dqN fo}ku bu ykHkksa dks czk.M ç;ksx ds dkj.k Hkh dgrs gSaA bu ykHkksa dk v/;;u rhu enksa dsvk/kkj ij dj ldrs gSa&(I) mRikndksa dks ykHk] (II) e/;LFkksa dks ykHk] (III) miHkksDrkvksa dks ykHkA

(I) mRikndksa dks ykHk

(Advantages to Producers)

(1) eqY; fu;U=k.k (Price Control)&,d fuekZrk czk.M fuf'pr djus ds lkFk&lkFk ml czk.M dk ewY; Hkh fuf'pr djnsrk gS ftl ij ml oLrq dks miHkksDrkvksa dks ¼e/;LFkksa ,oa foØ;drkZvksa }kjk½ cspk tkrk gSA bldk vFkZ ;g gqvkfd e/;LFk ;k foØ;drkZ ewY;ksa esa euekuh ugha dj ldrs gSa vkSj bl çdkj ;g fuekZrk viuh oLrq ds foØ; ewY;ij fu;U=k.k dj ldrk gSA

(2) cktkj fu;U=k.k (Market control)&czk.M fuf'pr gksus ls cktkj ij fu;U=k.k fd;k tk ldrk gS vFkkZr~fuekZrk ftu cktkjksa esa oLrq dks cspuk pkgrk gS mUgha cktkjksa esa mldks csp ldrk gS] 'ks"k esa ughaA ;fn mldh oLrq

foi.ku ds fl)kUr140

ij dksbZ czk.M ugha gS rks oLrq dks e/;LFkksa }kjk dgha Hkh cspk tk ldrk gS ftldk irk mldks ugha yx ldrkgSA

(3) foØ; esa lgk;rk dks çksRlkgu (Help in Sales)&;fn xzkgd czk.M okyh oLrq ls lUrq"V gS rks mlh oLrq dks iqu%[kjhnsxkA ,slk gksus ls iqu% foØ; dks çksRlkgu feyrk gSA ;fn oLrq czk.M okyh ugha gS rks nqdkunkj ml oLrq dslekIr gksus ij ;k mldh nqdku ij u gksus ds dkj.k nwljh oLrq mlls vPNh crkdj ns ldrk gS vkSj bl çdkjigyh oLrq ds lkFk vU;k; dj ldrk gSA

(4) çfr;ksfxrk ls cpkuk (Saves from Competition)&czk.M okyh oLrqvksa ds Øsrkvksa esa czk.M ds çfr oQknkjh iSnkgks tkrh gS ftlls os mlh czk.M dh oLrq dks Ø; djrs gSaA mudh ;g vknr fuekZrk dks çfr;ksfxrk ls cpkrh gSA

(5) e/;LFkksa dh vklkuh ls miyC/krk (Easy availabilty of middlemen)&czk.M okyh oLrq dks cspus ds fy, e/;LFkvklkuh ls fey tkrs gSaA lkFk gh vPNh czk.M okyh oLrq dks cspus ds fy, bu e/;LFkksa dks ikfjJfed Hkh de nsukiM+rk gSA

(6) foKkiu O;;ksa esa ferO;;rk (Economy in promotional expenses)&czk.M okyh oLrqvksa ds lEcU/k eas foKkiu]vkfn djus esa O;; de gh gksrs gSa D;ksafd czk.M ds uke ls gh dke py tkrk gS lkFk gh ,sls foKkiu de LFkku?ksjrs gSaA

(7) vU; ykHk (Other advantage)&czk.M ls ,d fuekZrk dks mi;qZDr ykHkksa ds vfrfjDr ¼v½ oLrq igpku dk ykHk]¼c½ czk.M dk iathdj.k gksus ls udy u gksus ds ykHk Hkh fey tkrs gSaA

(II) e/;LFkksa dks ykHk

(Advantages to Middlemen)

czk.M fpUg viukus ls e/;LFkksa dks le>us esa vklkuh] de tksf[ke] çorZu dh vko';drk u gksuk] ,oa lk[k of) ds ykHkfeyrs gSaA

(1) xzkgdksa dks le>kus esa vklkuh (Easiness in consumers’ understanding)&czk.M fuf'pr gksus ls e/;LFkksa dksvius xzkgdksa dks le>kus esa vklkuh jgrh gSA lk/kkj.kr;k ;g ns[kk tkrk gS fd xzkgd Lo;a gh ml oLrq dks ekaxrsgq, vkrs gSaA ;fn os oLrq dks ekaxrs gq, ugha Hkh vkrs gSa rks vPNs [;kfr çkIr fuekZrk dh oLrq ds fy, mldks FkksM+sle; esa gh le>kdj lUrq"V fd;k tk ldrk gSA

(2) de tksf[ke (Less risk)&czk.M okyh oLrqvksa ds ewY; esa ?kVk&c<+h cgqr gh de gksrh gS vr% e/;LFkksa dks ewY;dh ?kVk&c<+h lEcU/kh tksf[ke Hkh de jgrk gSA

(3) lao)Zu dh vko';drk u gksuk (Less need for promotion)&czk.M okyh oLrqvksa ds fy, e/;LFkksa }kjk lao)ZuO;; djus dh vko';drk ugha jgrh gS D;ksafd czk.M okyh oLrqvksa dk foKkiu ,oa lao)Zu dk;Z rks Lo;a fuekZrk}kjk gh fd;k tkrk gS vkSj ,sls foKkiuksa esa ml e/;LFk dk uke Hkh fn;k jgrk gSA dHkh&dHkh e/;LFk Hkh lao)ZuO;; dj nsrk gS ysfdu mlds O;;ksa dh {kfriwfrZ ml oLrq ds fuekZ.k }kjk dj nh tkrh gSA

(4) lk[k esa of) (Increase in goodwill)&tks e/;LFk vPNs [;fr çkIr fuekZrkvksa dh czk.M okyh oLrqvksa dks csprsgSa mudh lk[k cktkj esa c<+ tkrh gSA

(II) miHkksDrkvksa dks ykHk(Advantages to Consumers)

oLrqvksa ij czk.M fpUg gksus ds dkj.k miHkksDrkvksa dks DokfyVh fLFkjrk] ewY; fLFkjrk] xkj.Vh] lqxe igpku ,oa vPNsiSdsftax ds ykHk feyrs gSaA

(1) DokfyVh esa fLFkjrk (Stability in quality)&czk.M okyh oLrqvksa dhs DokfyVh fLFkj jgrh gSA mlesa lkekU;rkfxjkoV ugha vkrh gSA ;fn lEHko gksrk gS rks mlesa lq/kkj gh fd;k tkrk gSA ,slk gksus ls miHkksDrk dks vPNh DokfyVhdh oLrq feyrh gSA

141mRikn igpku

(2) ewY; fLFkjrk (Fixed price)&czk.M okyh oLrqvksa ds ewY; fuekZrk }kjk fuf'pr fd;s tkrs gSa vkSj mu ewY;ksa esa fuekZrk}kjk ifjorZu cgqr gh de fd;k tkrk gSA e/;LFkksa dks ewY;ksa eas ifjorZu djus dk vf/kdkj ugha gksrk gSA bldkifj.kke ;g gksrk gS fd ewY;ksa dks okil djus dk vk'oklu fn;k tkrk gSA ,slk gksus ls miHkksDrkvksa dks oLrq vPNhDokfyVh dh feyrh gSA ;g xkj.Vh chek dk dke djrh gSA

(3) xkj.Vh (Guarantee)&lkekU;rk czk.M okyh oLrqvksa dh mudh mi;ksfxrk ds ckjs esa xkj.Vh Hkh nh tkrh gS fd ;fnoLrq esa dfFkr mi;ksfxrk,a u gksa rks oLrq dks cnyus ;k mldk ewY; okil djus dk vk'oklu fn;k tkrk gSA ,slkgksus ls miHkksDrkvksa dks oLrq vPNh DokfyVh dh feyrh gSA ;g xkj.Vh chek dk dke djrh gSA

(4) lqxe igpku (Easy identification)&czk.M okyh oLrq dks vklkuh ls igpkuk tk ldrk gS vkSj nqckjk Ø; djusesa lqfo/kk jgrh gSA ;fn oLrq czk.M okyh ugha gksrh gS rks mlds ns[kus ,oa mlds ckjs esa lkspus esa le; yx ldrkgSA

(5) vPNk iSdsftax (Good packaging)&lk/kkj.kr;k ;g ik;k tkrk gS fd vPNs czk.M dh oLrqvksa dk iSdsftax Hkh vPNkgksrk gS ftlls oLrq lqjf{kr jgrh gSA ;fn oLrq ç;ksx ls cp tkrh gS rks mldks mlh iSdftax esa dkQh yEcs dkyrd j[kk tk ldrk gSA

D;k czk.M lkekftd nf"Vdks.k ls mfpr gS\(Is Branding Socially Desirable?)

D;k czk.M dk mi;ksx lkekftd nf"V ls mfpr gS\ ;g ,d ,slk ç'u gS ftldk dksbZ ,d mÙkj ugha gks ldrkAdqN fo}kuksa dh nf"V esa bldk mi;ksx loZFkk mfpr gS D;ksafd (1) miHkksDrk dk pquko djus esa vklkuh jgrh gSA(2) e/;LFkksa }kjk ewY; of) ugah dh tk ldrh gSA (3) buds }kjk /kks[ksckth dh lEHkkouk,a Hkh de gks tkrh gSA (4)

QqVdj ewY; lk/kkj.k fLFkj jgrs gSaA (5) fuekZrk dks Hkh viuh oLrq dh DokfyVh esa fLFkjrk j[kuh iM+rh gS ftlls miHkksDrkdks DokfyVh&oLrq feyrh jgh gSA

ysfdu dqN fo}ku czk.M ds ç;ksx dks lkekftd nf"V ls mfpr ugha ekurs gSa vkSj muds }kjk ;g rdZ çLrqr fd;stkrs gS fd (1) czk.M miHkksDrk dks foosdghu (irrational) cuk nsrk gS vkSj vPNh oLrq miyC/k gksus ij Hkh og vPNh oLrqdk mi;ksx ugha dj ikrk gSA (2) blls mldks vius /ku dk mfpr çfrQy ugha fey ikrk gS vkSj mldks oLrq dh DokfyVhdh rqyuk esa vf/kd ewY; nsuk iM+rk gSA (3) tc fuekZrk ;k foØsrk }kjk ,d czk.M ds fo"k; eas çflf) çkIr dj yh tkrhgS rks og mldh DokfyVh dh vksj vf/kd /;ku ugha nsrk gSA (4) Hkfo"; esa mlds }kjk ewY; of) dj vf/kd ykHk dekusdk ç;Ru fd;k tkrk gSA

dqN Hkh D;ksa u gks ysfdu ;g rks mfpr gh gS fd ;fn czk.M ds fo"k; ij dqN dkuwuh çfrcU/k yxk fn;s tk;sa ;k miHkksDrkvojks/k gks rks mldk mi;ksx lkekftd nf"Vdks.k ls Hkh okaNuh; gS D;ksafd blls lekt dks ykHk vo'; gh feyrk gSA

czk.M fuf'pr djus dk <ax

(Methods of Branding)

czk.M fuf'pr djus ds dbZ rjhds gSa] ysfdu eq[; gSaµ1. fuekZrk ds uke ij] 2. fo'ks"k uke] (3) fo'ks"k fpºuA

1. fuekZrk ds uke ij (On the name of the manufacturer)µcgqr&ls fuekZrk viuh oLrq dk czk.M vius ukeij fuf'pr dj ysrs gSaA blds cgqr&ls mnkgj.k Hkkjr esa feyrs gsa( tSls] ,d twrs ,oa pIiy cukus okyh dEiuhdh lHkh oLrq,a ^ckVk* ds uke ls izpfyr gSaA bl izdkj ;g ckVk dEiuh dh czk.M gSA

2. fo'ks"k uke (Special Name)µdHkh&dHkh fuekZrk vius uke dks czk.M ds fy, ugha pqurs cfYd vius ls fHkUu ukepqu ysrs gSa( tSls t; bUthfu;fjax oDlZ fyfeVsM] dydÙkk }kjk fufeZr fctyh ds ia[ks vkSj flykbZ dh e'khusa] okVjdwyj] izs'kj dqdj vkfn ^Å"kk* ds uke ls izpfyr gSaA

foi.ku ds fl)kUr142

↓ ↓ ↓↓

↓

↓↓↓ ↓

3. fo'ks"k fpºu (Special Mark)µdqN fuekZrk viuh mRiknksa ds czk.M ds fy, fdlh fo'ks"k fpUg dks pqu ysrs gSa]tSlsµ[ktwj ekdkZ ?kh] jFk ekdkZ ?kh] e'kky ekdkZ ljlksa dk rsy vkfnA

czk.M dk oxhZdj.k vFkok czk.M ds izdkj(Classification of Brands or Types of Brands)

czk.M dk oxhZdj.k fofHkUu vkèkkjksa ij fd;k tk ldrk gS ysfdu eq[; vkèkkj fuEu gSa %µ

v- LokfeRo ds vkèkkj ij c- cktkj {ks=k ds vkèkkj ij l- oLrqvksa dh la[;k ds vkèkkj ij n- iz;ksx ds vkèkkj ij(Ownership Basis) (Market Area Basis) (Number of Products) (Use Basis)

1. fuekZrk dk czk.M 1. LFkkuh; czk.M 1. ikfjokfjd czk.M 1. yM+us okyh czk.M

2. eè;LFkksa dk czk.M 2. izkUrh; czk.M 2. O;fDrxr czk.M 2. izfr;ksxh czk.M

3. {ks=kh; czk.M

4. jk"Vªh; czk.M

I. LokfeRo ds vkèkkj ij (On the basis of Ownership)µLokfeRo ds vkèkkj ij czk.M dks fuEu Hkkxksa esa ckaVk tkldrk gSµ

1. fuekZrk dk czk.M (Manufacturer’s brand)µfuekZrk }kjk iz;ksx fd;k tkus okyk czk.M fuekZrk czk.M dgykrkgS] tSls] fQfyIl dEiuh }kjk fufeZr jsfM;ks] cYc] VªkaftLVj] vkfn ij Philips dh Nki yxh jgrh gSA ,-lh- lh- dEiuh }kjk fufeZr lhes.V ij A.C.C. dh Nki yxk;h tkrh gSA

2. eè;LFkksa dk czk.M (Middlemen’s brand)µtc fuekZrk vius mRiknuksa ij fdlh izdkj dh Nki ;k eqgj dkiz;ksx ugha djrk gS rks cM+s&cM+s Fkksd O;kikjh ;k QqVdj O;kikjh mu mRiknuksa ij viuh czk.M dh eqgj;k Nki yxkdj csprs gSa rks bl izdkj dh czk.M dks eè;LFk czk.M dgrs gSaA

II. cktkj {ks=k ds vkèkkj ij (On the basis of Market Area)µ

i. LFkkuh; czk.M (Local Brand)µog czk.M ftldk iz;ksx LFkkuh; cktkj ds fy, fd;k tkrk gS LFkkuh; czk.Mdgrs gSaA

ii. izkUrh; czk.M (Provincial Brand)µog czk.M tks ,d jkT; fo'ks"k esa gh izpfyr gS mldk izkUrh; ;k jkT;czk.M (State brand) dgrs gSaA

iii. {ks=kh; czk.M (Regional Brand)µtc ,d fuekZrk jk"Vª dks vius foØ; ds fy, dbZ {ks=kksa esa ckaV ysrh gS vkSjizR;sd {ks=k esa u;h&u;h czk.Mksa dk iz;ksx djrk gS rks mldh bu czk.Mksa dks {ks=kh; czk.M dgrs gSaA

iv. jk"Vªh; czk.M (National Brand)µ;g czk.M fuekZrk czk.M Hkh dgykrh gSA tc ,d fuekZrk lEiw.kZ ns'k ds fy,dsoy ,d gh czk.M dk iz;ksx djrk gS rks mldh ,d czk.M jk"Vªh; dgykrh gSA

v. vUrjkZ"Vªh; czk.M (International Brand)µtc dksbZ fuekZrk vUrjkZ"Vªh; O;kikj ds fy, viuh mRikn dk ,dgh czk.M iz;ksx djrk gS rks bls vUrjkZ"Vªh; czk.M dgrs gSA

III. mRiknksa dh la[;k ds vkèkkj ij (On the basis of Number of Products)µla[;k ds vkèkkj ij rhu Hkkxksa esackaVk tk ldrk gSµ

1. ikfjOkkfjd czk.M (Family Brand)µtc dksbZ O;kolkf;d miØe vius lHkh izdkj ds mRiknksa ds fy, ,dgh czk.M dk iz;ksx djrk gS rks mls ikfjokfjd czk.M dgrs gSa] mnkgj.k ds fy, ctkt xqzi ds }kjk vius

143mRikn igpku

lHkh mRiknksa tSlsµcYc] V~;wcykbV] vk;ju] VksLVj] LdwVj vkfn ds fy, ctkt 'kCn dk iz;ksx fd;k tkrkgSA ikfjokfjd czk.M dks lewgxr czk.M (Blanket Or Umbrella Brand) Hkh dgrs gSaA

2. O;fDrxr czk.M (Individual Brand)µtc dksbZ O;kolkf;d miØe vius lHkh mRiknksa ds fy, fHkUu&fHkUuczk.M dk iz;ksx djrk gS rks bls O;fDrxr czk.M dgrs gSaA mnkgj.k ds fy,] fgUnqLrku yhoj fyfeVsM ds}kjk vius fofHkUu izdkj ds ugkus ds lkcquksa ds fy, ykbQckW;] yDl] jsDlksuk] vkfn czk.Mksa dk iz;ksx fd;ktkrk gSA

3. mRikn iafDr czk.M (Product Line Brand)µtc dksbZ O;kolkf;d miØe fHkUu&fHkUu izdkj dh mRikniafDr;ksa ds fy, fHkUu&fHkUu izdkj ds czk.Mksa dk iz;ksx djrk gS rks bls mRikn iafDr czk.M dgrs gSa tSlsµouLifr?kh dh mRikn iafDr ds fy, MkyMk] fMVjtsUV ikmMj dh mRikn iafDr ds fy, lqij lQZ vkfnA

IV. iz;ksx ds vkèkkj ij (According to Use)µiz;ksx ds vkèkkj ij czk.Mksa dks nks izdkj ls oxhZÑr fd;k tk ldrk gSµ

1. yM+us okyk czk.M (Fighting Brand)µtc cktkj esa izfrLièkkZ vfèkd gksrh gS rks fuekZrk de ewY; dh mRiknls cktkj esa izLrqr djrs gSaA ,sls mRikn ds czk.M dks gh yM+us okyk czk.M dgrs gSaA mnkgj.k ds fy, vkbZ-Vh- lh- fyfeVsM us gky gh esa flxjsV ds uke fQYVj fdaXl czk.M dks cktkj esa yM+us okyk czk.M ds :iesa izLrqr fd;k gSA

2. izfr;ksxh czk.M (Competitive Brand)µtc fofHkUu fuekZrkvksa dh mRiknksa ds vkdkj&izdkj xq.k ,oa ewY; vkfnesa dksbZ fo'ks"k vUrj ugha gksrk rks fofHkUu fuekZrkvksa dh bl izdkj dh mRiknksa ds czk.M dks izfr;ksxh czk.Mdgrs gSaA mnkgj.k ds fy,] diM+s èkksus ds lkcquksa eas tSlsµeksnh lkcqu] 555 lkcqu] vkfnA

czk.M uhfr;ka vkSj jhfr&uhfr;ka(Brand Policies and Strategies)

czk.M uhfr;ksa vkSj jhfr&uhfr;ksa dks fuEu rhu 'kh"kZdksa ds vUrxZr oxhZÑr fd;k tk ldrk gSµ

I. fuekZrkvksa }kjk viukbZ tkus okyh czk.M uhfr;ka ,oa jhfr&uhfr;ka]

II. eè;LFkksa }kjk viukbZ tkus okys czk.M uhfr;ka ,oa jhfr&uhfr;ka] rFkk

III. vU; czk.M uhfr;ka ,oa jhfr&uhfr;kaA

I. fuekZrkvksa }kjk viukbZ tkus okyh czk.M uhfr;ka ,oa jhfr&uhfr;ka (Brand Policies and Strategies

adopted by the Manufacturers)µbuesa fuEufyf[kr czk.M uhfr;ka ,oa jhfr&uhfr;ksa dks lfEefyr fd;k tkrkgSµ

1. fuekZrk }kjk vius czk.M ds vUrxZr foi.ku djuk (Marketing under Manufacturer’s Own Brand)µbljhfr&uhfr ds vUrxZr fuekZrk viuh mRiknksa dks vius czk.M ds uke ls csprs gSaA blds fy, osµi. O;fDrxrczk.M (Individual Brand); ii. mRikn iafDr czk.M (Product Line Brand); iii. ikfjokfjd czk.M (Family Brand);

iv. LFkkuh; czk.M (Local Brand); v. jkT; czk.M (State Brand); vi. {ks=kh; czk.M (Provincial Brand); vii. jk"Vªh;czk.M+ (National Brand); viii. vUrjkZ"Vªh; czk.M (International Brand); ix. yM+us okyk czk.M (Fighting

Brand); ,oa x. izfr;skxh czk.M (Competitive Brand) vkfn eas ls fdlh Hkh czk.M jhfr&uhfr dk p;u dj ldrsgSaA

ykHkµczk.M dh bl jhfr&uhfr dks viukus lsµi. fuekZrk dh [;kfr eas of) gksrh gS( ii. mRiknksa ds foKkiu ,oa foØ;lao)Zu dk;ZØeksa esa lqfoèkk jgrh gS( iii. mRiknksa ds ewY;ksa esa LFkkf;Ro cuk jgrk gS( iv. cktkj fu;U=k.k esa vklkuhjgrh gS( ,oa v. mRikn feJ.k esa lgk;rk feyrh gSA

foi.ku ds fl)kUr144

gkfuµbl jhfr&uhfr dk izeq[k nks"k ;g gS fd izk;% eè;LFk oxZ fuekZrk ds czk.M ds mRiknksa ds foØ; dks izksRlkfgrugha djrs gSaA nwljk oLrq lEcUèkh izpkj ,oa foKkiu dks cjkcj djrs jguk iM+rk gS rFkk DokfyVh Lrj dks Hkh cuk;sj[kuk iM+rk gSA

2. eè;LFkksa ds czk.M ds vUrxZr foi.ku djuk (Marketing under Middlemen’s Brand)µbl jhfr&uhfr dsvUrxZr fuekZrk viuh mRiknksa ds fy, fdlh czk.M dk iz;skx ugha djrk vFkkZr~ fuekZrk viuh mRiknksa dksfcuk fdlh czk.M ds eè;LFkksa dks csp nsrs gSaA ,slh fLFkfr esa eè;LFk vius czk.M uke ds vUrxZr mRiknksa dkscsprs gSaA

ykHkµczk.M dh bl jhfr&uhfr dks viukus lsµi. fuekZrk dks viuh mRiknksa ds foi.ku ij viuk è;ku dsfUnzzr ugha

djuk iM+rk] ii. fuekZrk vius lEiw.kZ lkèkuksa dk iz;ksx Js"B mRiknu djus ds fy, dj ldrk gSA

gkfuµbl jhfr&uhfr dk izeq[k nks"k ;g gS fd blesa fuekZrk dks eè;LFkksa dh Ñik nf"V ij fuHkZj jguk iM+rk gSA

;fn eè;LFkksa dks fdlh nwljs fuekZrk dh mRikn de ewY; ij fey tkrh gS rks os iqjkus fuekZrk dh mRikn ysuk cUndj nsrs gSa ftlls iqjkus fuekZrk dh fLFkfr vR;Ur n;uh; gks tkrh gSA

II. eè;LFkksa }kjk viuk;h tkus okyh czk.M uhfr;ka (Middlemen’s Brand Policies)µ,d eè;LFk ds }kjk fuEuczk.M uhfr;ksa eas ls fdlh dks pquk tk ldrk gS vkSj viuk;k tk ldrk gS %

1. dsoy fuekZrkvksa dh czk.M dk iz;ksx djuk (Use of Manufacturer’s brand only)µlkèkkj.kr;k vfèkdka'keè;LFk blh uhfr dks viukrs gSaA bl uhfr esa ,d eè;LFk fuekZrkvksa ds czk.M dks gh csprk gS vkSj viuhczk.M uhfr dks ugha viukrk gSA bldk vFkZ ;g gS fd og viuh czk.M uke ls fdlh dk oLrq dk foØ;ugha djrk gSA

ykHkµfuekZrkvksa ds czk.M lqfo[;kr gksus ds dkj.k vfèkd vklkuh ls fcd tkrs gSa vkSj mudh vfèkd fcØh

gksus ls ykHk esa of) gks tkrh gS] ;|fi ykHk dh nj cgqr de gksrh gSA

gkfuµbl jhfr&uhfr dk izeq[k nks"k ;g gS fd blesa eè;LFkksa ds vius vfLrRo dk fodkl ugha gksrkA

2. fuekZrk ds czk.M ,oa eè;LFk ds czk.M dk lkFk&lkFk iz;ksx (Joint Use of manufacturer’s Brand and

Middlemen’s Brand)µbl jhfr&uhfr ds vUrxZr eè;LFk fuekZrkvksa ds czk.M ds mRiknksa ds lkFk&lkFk Lo;ads czk.M ds mRiknksa dks Hkh csprs gSaA

ykHkµbl jhfr&uhfr dks viukus lsµi. eè;LFkksa ds vius vfLrRo dk fodkl gksrk gS( ii. pwafd eè;LFkksa ds vius

czk.M dh mRiknksa ds ewY; de gksrs gSaa vkSj mudh mRiknksa esa fuekZrk ds czk.M dh mRiknksa dh rqyuk esa fo'ks"kvUrj Hkh ugha gksrs] bl dkj.k foosd'khy miHkksDrk eè;LFkksa ds czk.M dh vksj vkdf"kZr gksrs gSa] ,oa iii. blesaeè;LFkksa dks ;g Mj Hkh jgrk fd fuekZrk }kjk mudks viuh mRikn u fn;s tkus dh fLFkfr eas os D;k djsa\

gkfuµbl jhfr&uhfr dk izeq[k nks"k ;g gS fd izk;% fuekZrk ,sls eè;LFkksa dks ilUn ugha djrs D;ksafd bljhfr&uhfr ds vUrxZr fuekZrk ds czk.M dh mRiknksa dh fcØh de gksrh gSA

III. vU; czk.M uhfr;ka (Other Brand Policies)µoLrqvksa ds czk.M ds lEcUèk eas dqN vU; uhfr;ka Hkh gSa tks fuEu izdkj gSa%

1. cgqczk.M uhfr (Multiple Brand Policy)µ;g og uhfr gS ftlesa ,d leku oLrqvksa o fdLeksa ds fy,vyx&vyx czk.Mksa dk mi;ksx fd;k tkrk gS ftlls fd fofHkUu cktkjksa dh fofHkUu foØ; vihyksa dkslUrq"V fd;k tk ldsA ysfdu fo}kuksa dk dguk gS fd ;g uhfr foi.ku gsrq rks mi;qDr gS] ijUrq tksf[keiw.kZgSA

145mRikn igpku

2. oLrq&js[kk czkf.Max uhfr (Product-line Branding Policy)µ;g uhfr mu laLFkkvksa }kjk viuk;h tkrh gS tksdbZ oLrq&js[kk dh oLrq,a cukrh gSaA blesa os izR;sd js[kk ds fy, ,d oLrq&js[kk czkf.Max uhfr viukrh gSaA

iSdsftax dk vk'k; ,oa ifjHkk"kk(Meaning and Definition of Packaging)

oLrq&fu;kstu oLrq dh mu fo'ks"krkvksa dks r; djrk gS ftuls fd miHkksDrkvksa dh vla[; bPNkvksa dks loksZÙke <ax lsiwjk fd;k tk lds] oLrqvksa esa foØ; ;ksX;rk dks tksM+k tk lds vkSj mu fo'ks"krkvksa dks rS;kj oLrqvksa esa 'kkfey fd;ktk ldsA iSdsftax oLrq (Product) dh mu fo'ks"krkvksa eas ls ,d gS tks r; djrk gS fd miHkksDrkvksa (Consumers) dh bPNkvksadks loksZre <ax ls dSls iwjk D;k tk ldrk gSA

iSdsftax oLrq&fu;kstu ls lEcfUèkr gS ;g oLrq ds lqjf{kr ,oa mi;ksx gsrq vkèkkuik=k (Containers) o yisVus (Wrapping)

ds leku cukus ,oa oLrqvksa dks ml vkèkkuik=k esa j[kus ;k yisVus ds inkFkks± esa cUn djus ls lEcfUèkr gSA

iSdsftax dh ifjHkk"kk

(Definition)

iSdsftax dk vFkZ fHkUu&fHkUu fo}kuksa us fHkUu&fHkUu izdkj ls yxk;k gSA bl lEcUèk esa dqN izeq[k ifjHkk"kk,a fuEu izdkj gSaµ

1. izks- fofy;e ts- LVk.Vu ds vuqlkj] ßiSdsftax dks oLrq&fu;kstu dh mu lkekU; fØ;kvksa ds lewg dh ifjHkkf"krfd;k tk ldrk gS ftlesa fdlh oLrq ds fy, yisVus ;k vkèkkui=k dk mRiknu djus vkSj mudk fMtkbu cukusls lEcfUèkr gSaA**

2. izks- vkj- ,l- Mkoj ds 'kCnksa esa] ßiSadsftax og dyk vkSj@;k foKku gS tks ,d oLrq dks fdlh vkèkkui=k esa cUndjus ;k vkèkkuik=k dks oLrq ds laos"Bu ds mi;qDr cukus gsrq lkefxz;ksa] <axksa vkSj lkt&lTtk ds fodkl ,oa iz;ksxls lEcfUèkr gS ftlls oLrq forj.k dh fofHkUu voLFkkvksa ls xqtjrs le; iw.kZ :i ls lqjf{kr jgsA**

3. eSlu o jFk ds er esa] ßvkèkkuik=k o yisVus okys lkeku dk mi;ksx iSdsftax gS ftlesa ysfcy yxkuk o ltkukHkh 'kkfey gS ftlls oLrq lqjf{kr jgs] mldh fcØh djus esa lgk;rk feys rFkk ml oLrq dks miHkksDrk ds }kjk dkeesa ykus esa lqfoèkk jgsA**

bu ifjHkk"kkvksa ls ;g ckr Li"V gks tkrh gS fd iSdsftax esa vkèkkuik=k o yisVus okys leku gh ugha vkrs cfYd mudkfuekZ.k djuk Hkh vkrk gSA bu nksuksa ckrksa ds vfrfjDr blesa ysfcy yxkuk] vkèkkuik=k dh fMtkbu cukuk o mudks ltkuk

Hkh 'kkfey gSA

iSdst ds y{k.k ;k fo'ks"krk,a

(Characteristics of Package)

iSadsftax dh izeq[k fo'ks"krk,a fuEufyf[kr gSaµ

1. iSdsftax dk eq[; mís'; forj.k dh fofHkUu voLFkkvksa ds le; mRikn dks lqjf{kr igqapkuk gSA

2. iSfdax lkexzh ¼dUVsulZ ,oa jsilZ½ ds fuekZ.k rFkk fMtkbfuax rFkk mRiknksa ds iSfdax ls lEcfUèkr gSA

3. iSdsftax ds vUrxZr yscfyax ,oa czkafMx dh fØ;k,a Hkh 'kkfey gSaA

4. iSfdax] iSdsftax dk gh vax gSA

5. xzkgd ds eu esa mRikn ds izfr #fp mRiUu djuk gSA

6. xzkgd dk mRikn ls igpku djkrk gSA

foi.ku ds fl)kUr146

iSdsftax fØ;k;sa ,oa uhfr;ka(Packaging Activity and Policies)

îSdsftax* ls vk'k; (Meaning of Packaging)&foi.ku ds {ks=k esa iSdsftax ,d u;k O;ogkj rFkk viwoZ lao)ZukRedrduhd gSA3 fofy;e ts- LVsUVu ds 'kCnksa esa ÞiSdsftax dks mRikn fu;kstu dh fØ;kvksa ds ml lkekU; lewg ls ifjHkkf"krfd;k tkr ldrk gS ftlesa mRikn ds fy, dUVsuj vFkok jsij dk fuekZ.k ,oa vfHkdyu lfEefyr gksrk gSAß4 eslu ,oajFk ds 'kCnksa esa] ÞiSdsftax ls vk'k; vk/kkuik=k (Container) ,oa ykSVus okys (Wraper) lkeku ftlesa ysfcy yxkuk ,oaltkuk lfEefyr gS ds mi;ksx ls gS rkfd mRikn lqjf{kr jgs] mlds foØ; esa lgk;rk feys] vkSj mlds ç;ksx esa miHkksDrkdks lqfo/kk jgsA5 Hkkjrh; fo}ku~ vkj-,l-Mkoj ds 'kCnksa esa ÞiSdsftax og dyk vkSj ;k foKku gS tks ,d mRikn dks fdlhdUVsuj esa cUn djus ;k dUVsuj dks mRikn ds iSfdax ds mi;qDr cukus gsrq lkefxz;ksa] fof/k;ksa ,oa midj.kksa ds fodklrFkk mi;ksx ls lEcfU/kr gS rkfd forj.k dh fofHkUu voLFkkvksa ds nkSjku mRikn iw.kZr% lqjf{kr jgsAß6

mi;qZDr ifjHkk"kkvksa ls Li"V gS fd ÞiSdsftax ,d ,slh dyk ,oa foKku gS tks mRikn ds lqjf{kr forj.k ,oa miHkksxgsrq mi;qDr dUVsulZ vkSj jsilZ cukus esa rFkk mRikn dks mu dUVsulZ esa cUn djus ls lEcU/k j[krk gSAß iSdsftaxdh çeq[k fo'ks"krk;sa bl çdkj gSa&

(1) iSdsftax ,d foKku gSA

(2) iSdsftax mRikn fu;kstu dh mu fØ;kvksa dk lewg gS tks iSfdax lkexzh vFkkZr~ dUVsulZ ,oa jsilZ ds fuekZ.k rFkkfMtkbfuax vkSj oLrqvksa dh iSfdax ls lEcfU/kr gksrh gSA

(3) iSdftax ,oa iSfdax esa vUrj gksrk gSA iSfdax oLrqr% oLrqvksa dks dUVsulZ ,oa jsilZ esa cUn djuk gksrk gS tcfd iSdsftaxesa dUVsulZ ,oa jsilZ dk fuekZ.k rFkk mi;ksx lfEefyr gksrk gSA

(4) iSdsftax esa yscfyax ,oa czkafMax dh fØ;k,a Lor% gh lfEefyr gks tkrh gSa D;ksafd yscy iSdst ij yxk;k tkrk gSrFkk czk.M çk;% yscy ij yxh gksrh gSA

(5) iSdsftax dk çeq[k mís'; forj.k dh fofHkUu voLFkkvksa ds nkSjku oLrq dks lqjf{kr igqapkuk vkSj xzkgdksa dksmi;ksx&lqfo/kk;sa ,oa laj{k.k vk'oklu çnku djuk gksrk gSA

iSdsftax ds mís';

(Objectives of Packaging)

iSdsftax dk;ZØeksa dk ewyHkwr mís'; QeZ ds ykHkksa esa of) djuk] ykxrksa esa deh djuk 7 vkSj xzkgdksa dks oLrq laj{k.k ,oami;ksx esa lqfo/kk;sa miyC/k djuk gksrk gSA iSdsftax ds çeq[k mís'; fuEukuqlkj gSaA68

1. miHkksDrk t:jrksa dks iwjk djuk&iSdsftax }kjk miHkksDrkvksa dh oLrq&laj{k.k ,oa mi;ksx&lqfo/kk lEcU/kh t:jrsaiwjh dh tkrh gSaA miHkksDrk ,d LFkku ls nwljs LFkku ij oLrq dks lqfo/kkiwoZd ykuk&ys tkuk Hkh pkgrs gSaA mnkgj.kds fy, fidfud ij tkrs gq, miHkksDrk VªkfUtLVj ;k jsdkWMZ&Iys;j ys tkuk pkgsaxs] vFkok dSejk ys tkuk pkgsaxsAmudh ;s t:jrs rHkh iwjh gks ldrh gSa] tcfd iSdsftax ifjogu ,oa mlds nkSjku VwV&QwV ls cpko djsA

2. dqy miHkksDrk&ekax esa of) djuk &foi.ku laLFkk dh nf"V ls iSdsftax dk mís'; oLrq dh fcØh dks c<+kuk gksrkgSA iSdsftax ds }kjk bl mís'; dh iwfrZ Hkyh çdkj dh tk ldrh gSA iSdftax mRikn&ifjp; nsrk gS rFkk mRikn

3 Cundiff, Still and Govoni op. cit., p. 268.4 W.J. Stanton, op. cit., p. 228.5 Mason and Rath, “Marketing and Distribution”, p. 286.6 R.S. Daver, op. cit., p. 280.7 W.J. Stanton, ot. cit., pp. 229-230.8 Based on R.S. Daver, op. cit., p. 281.

147mRikn igpku

ds Lej.k esa xzkgdksa dks lg;ksx djrk gSaA vusd laLFkkvksa dk Li"V dguk gS fd ge o"kks± ls dsoy iSdst&ifjorZugh dj lds gSaA9 iSdsftax foØ; lUns'k xzkgdksa rd igqapkrk gS vkSj mUgsa Ø; fu.kZ; ysus esa lg;ksx djrk gS ftllsmiHkksDrk&ekax c<+rh gSA10

3. fo|eku miHkksDrk ekax dk vuqdwy iqufoZrj.k djuk&iSdsftax dk vU; mís'; fdlh laLFkk ds mRikn dh fxjrhgqbZ n'kk dks lq/kkjuk ,oa fo|eku ekax dks vius vuqdwy iqufoZrfjr djuk Hkh gksrk gSA bl mís'; dh iwfrZ gsrq u;s]vkd"kZd ,oa iqu% ç;ksx&;ksX; iSdst11 dke esa fy;s tkrs gSaA

4. forj.k ds nkSjku oLrq laj{k.k ,oa ykxrksa esa deh djuk&mÙke iSdsftax mRiknu dsUæ ls miHkksDrk&dsUæksa rdoLrq ds ifjogu esa oLrq dh iwjh lqj{kk djrk gS] mls /kwy] ikuh] ueh] dhM+ksa&edksM+ksa ,oa feykoV ls cpkrk gS vkSjVwV&QwV ls mldk cpko djrk gS rkfd oLrq [kjkc ugha gksrh gS] Nhtu ugha gks ikrk gS vkSj cnyus ;k mldh dheresa deh ugha djuh iM+rh gSA ;s cprsa forj.k ykxr esa deh dj nsrh gSaA

5. mRikn O;fDrRo dks vfHkO;Dr djuk&iSdsftax dk vU; egRoiw.kZ mís'; mRikn O;fDrRo dks vfHkO;Dr djuk gSvkSj mRikn dh Nfo dks leqUur cukuk gSA ;g /;ku nsus ;ksX; ckr gS fd iSdsftax dk dk;Z mRikn ds O;fDrRodk fuekZ.k djuk ugha gSA ftl çdkj mÙke lkSUn;Z&çlk/ku ,d lqUnj yM+dh ds O;fDrRo dks fu[kkj nsrs gSa mlhçdkj] mÙke iSdftax mRikn dh Nfo ,oa mlds O;fDrRo dks ukVdh; fdUrq ljyrk ls igpku&;ksX; :i easvfHkO;Dr dj nsrk gSA12

iSdst ds dk;Z

(Functions of Package)

iSdst ls vk'k; mRikn&js[kk dh enksa ds fy, dUVsuj vFkok jsij ls fy;k tkrk gS tks czk.M&igpku iSnk djus ,oa cuk;sj[kus esa egRoiw.kZ Hkwfedk vfHkuhr djrh gSA13 foi.ku {ks=k esa tgka Lo&lsok ds vk/kkj ij Ø; dh çofÙk lqij cktkjksadh LFkkiuk ds c<+us ds lkFk&lkFk c<+rh tk jgh gS] ogka iSdst foØ;&çfrfuf/k vFkkZr~ foØsrkvksa dk LFkku xzg.k djrstk jgs gSaA vU; QqVdj Hk.Mkjksa ;k nqdkuksa ij Hkh foØsrkvksa ls igys iSdst xzkgdksa ls Ø;&vihy djrs fn[kkbZ nsrs gSaA14

bl fLFkfr us iSdst dh fØ;kRed Hkwfedk esa ifjorZu djuk çkjEHk dj fn;k gs vkSj iSdst ds dk;Z foØsrkvksa ds dk;ks±dk LFkku xzg.k djus yxs gSaA vkt iSdst ,slk foØsrk cukrk tk jgk gS vkSj miHkksDrkvksa ds lkFk futh lEidZ LFkkfirdjus dk nkf;Ro fuHkk jgk gS ftl ij laLFkk ds çcU/kd iw.kZ fu;U=k.k j[k ldrs gSaA bl çdkj iSdst mRikn Nfo ,oaO;fDrRo ds çn'kZu dk ijeko';d dk;Z dj jgk gSA iSdst ds vU; ijEijkxr dk;Z fuEukuqlkj gSa&

1. laj{k.k (Protection)&iSdst mRiknu dsUæksa rd oLrqvksa ds ifjogu ds nkSjku] muds laxzg.k ds le; vkSj xzkgdksads ?kj esa rFkk muds orZeku miksx o Hkkoh mi;ksx dh fLFkfr;ksa esa mudk laj{k.k djrk gSA iSdst oLrqvksa dh ftUnxhdks c<+k nsrk gS vkSj fuekZrk] forjd ,oa xzkgd oxZ dks vkfFkZd ykHk miyC/k djrk gSA

2. lqfo/kk (Convenience)&iSdst oLrqvksa dks ykus&ys&tkus] [kksyus&cUn djus] mBkus&j[kus vkfn ds le; mRikndksa]forjdksa ,oa xzkgdksa dks lqfo/kk;sa miyC/k djrs gSaA

3. igpku (Identification)&iSdst xzkgdksa ,oa miHkksDrkvksa ds efLr"d esa mRikn&igpku mRiUu djrk gS vkSjçfrLi/khZ oLrqvksa ds çfrLFkkiu dks jksdus dk dk;Z djrk gSA bl çdkj iSdst foKkiu dk dk;Z djrk gSA

9 Libson and Darling, op. cit., pp. 641-642.10 Cundiff, Still and Govoni, op. cit., p. 268.

11 mnkgj.k ds fy, ouLifr ?kh ds iSdst] pk; ;k dkQh ds iSdst] rsy ;k Øhe dh 'khf'k;ka] nw/k ds fMCcs] IykfLVd&FkSfy;ksaesa cUn [kk|&lkexzh ds iSdst vU; oLrqvksa ds Hk.Mkj.k gsrq dke esa vkrs gSaA xzkgd oLrq ds Ø; ds le; iSdst dh dherHkh vkadrk gSA

12 Ernest Dichter “the man in the Pakage” vid the book, “Readings in Marketing Management” edited by Harper W. Boyal, Jr. and

M.C. Kappor, 1967, p. 309.13 Lipson and Darling, op. cit., p. 641.14 Ernest Dichter, op. cit., 307.

foi.ku ds fl)kUr148

15 Lipson and Darling, op. cit., p. 642.

4. foHksnhdj.k (Differentiation)&iSdst ,d QeZ ds mRiknksa dks vU; çfrLi/khZ Qeks± ds mRiknksa ls fHkUu çdV djrkgSA tgka mRikn xq.k] ewY; ,oa vkdkj esa ,d leku gksrs gSa ogka iSdst fHkUurk gh çk;% xzkgd&Ø; fu.kZ;ksa dkvk/kkj curh gSA ;gk dkj.k gS fd u;s iSdst lQyrk ds lkFk çfrLi/kkZ djrs gq, fn[kkbZ nsrs gSa vkSj czk.M&LFkkiukdk egRoiw.kZ dk;Z vklkuh ls dj ysrs gSaA15 iSdst dher&foghu çfr;ksfxrk esa egRoiw.kZ gfFk;kj dk dk;Z djrkgSA

5. foØ; lgk;d (Helps the Selling)&iSdst fcØh&çfØ;k eas rFkk nqdkuksa ij foKkiu esa oLrqvksa ds vkd"kZ.k dksc<+k nsrk gS vkSj mRikn&ykHkksa o muds ç;ksx dh jhfr;ksa ds ckjs esa forjdksa ,oa miHkksDrkvksa dks f'kf{kr djrk gSAifj.kkeLo:i foØ;&çfØ;k esa iSdst fcØh lekfIr esa lg;ksx djrk gSa bls iSdst dk fcØh dk;Z ,oa lao)ZukReddk;Z dgk tk ldrk gSA

iSdsftax ,oa iSfdax esa vUrj(Distinction between Packaging and Packing)

izk;% yksx iSdsftax vkSj iSfdax dks ,d gh ekurs gSa ,oa nksuksa dk leku vFkks± esa gh mi;ksx djrs gSaA fdUrq bu nksuksa esavUrj gSA iSfdax (Packing) esa mRiknksa dks vkèkkuik=kksa (Containers) rFkk yisVuksa (Wrapping) esa cUn djuk gksrk gS] tcfdiSdsftax eas bu vkèkkuik=kksa rFkk yisVuksa dk fuekZ.k ,oa mi;ksx Hkh lfEefyr gSA vr% iSfdax okLro esa iSdsftax dk ghvax gSA

iSdsftax ds ykHk

(Advantages of Packaging)

iSdsftax ds ykHkksa dks rhu Hkkxksa esa oxhZÑr fd;k tk ldrk gS%µ

1. fuekZrkvksa dks ykHkµi. lqj{kkµiSdsftax oLrq dks [kjkc gksus ls cpkrk gS rFkk mldh DokfyVh esa vUrj ugha vkusnsrkA ii. feykoV esa #dkoVµoLrqvksa esa feykoV dh lEHkkouk,a de gks tkrh gSaA iii. foØ; lao)ZuµiSdsftax lsfoKkiu djus ,oa ml ij czk.M Nkius esa vklkuh jgrh gS tks foØ; lao)Zu dk dk;Z djrk gSA iv. Hk.Mkj esalqfoèkkµoLrq dks fcdus rd ds le; rd vklkuh ls Hk.Mkj fd;k tk ldrk gSA v. [;kfr of)µ vPNh iSdsftaxfuekZrk dh [;kfr esa of) djrk gSA

2. eè;LFkksa dks ykHkµi. Hk.Mkj esa lqfoèkkµeè;LFkksa dks iSdsftax dks Hk.Mkj djus esa lqfoèkk jgrh gSA ii. ekxZ esalqfoèkkµoLrqvksa dks ,d LFkku ls nwljs LFkku ij Hkstus esa lqfoèkk jgrh gSA iii. xzkgdksa dks fn[kkus esa vklkuhµxzkgdksadks fn[kkus esa vklkuh jgrh gSA iv. Lo;a foKkiuµvPNk iSdsftax oLrq dk Lo;a gh foKkiu djrk gS ftlls mldksoLrq cspus esa lqfoèkk jgrh gSA

3. miHkksDrkvksa dks ykHkµi. ykus esa lqfoèkkµiSdsftax miHkksDrkvksa dks ykus esa lqfoèkk iznku djrk gSA ii. feykoV dhlEHkkouk,a deµmiHkksDrk dks oLrq,a ewy :i esa feyrh gSa vkSj muesa feykoV dh lEHkkouk,a de gks tkrh gSaAiii. lykgµiSdsftax ds lkFk Nik gqvk lkfgR; miHkksDrk dks oLrq ds mfpr iz;ksx dh lykg nsrk gS ftlls miHkksDrkmldk iwjk&iwjk ykHk mBk ysrs gSaA

iSdsftax uhfr;ka ,oa jhfr&uhfr;ka

(Packaging Policies and Strategies)

iSdsftax dh dqN izeq[k jhfr&uhfr;ka fuEu izdkj gSa%µ

1. iSdst ifjorZu (Changing the Package)µizk;% dEifu;ka vius mRikn dks uohu :i nsus vkSj miHkksDrkvksa dh larqf"Vgsrq iSdst ifjorZu dh jhfr&uhfr dk vuqlj.k djrh gSaA lkekU; :i ls dEifu;ksa }kjk iSdst ifjorZu fuEu nks

149mRikn igpku

voLFkkvksa esa fd;k tkrk gSµ1. foØ; essa deh] ,oa 2. u;s xzkgd lewgksa dks vkdf"kZr dj cktkj foLrkj djukA

blds vfrfjDr tc dEiuh dks vius fo|eku iSdst esa dksbZ nks"k fn[kkbZ nsus yxs rks Hkh og mls lqèkkjus gsrq ifjorZudk fu.kZ; ys ldrh gS] tSlsµiSdst i;kZIr gokcUn (Air Tight) ugha gS vFkok [kksyus ds i'pkr~ og fjlus (Leak)

yxrk gSA

2. mRikn&iafDr iSdsftax (Packaging Product Line)µ,d dEiuh dks ;g fu.kZ; ysuk iM+rk gS fd og lHkh mRiknksads fy, lkekU; fodflr djus okys iSdstksa dk iz;ksx djsa vFkok fHkUu&fHkUu izdkj ds mRiknksa ds fy, fHkUu&fHkUufn[kus okys iSdstksa dk iz;ksx djsaA ikfjokfjd ;k oxZuqek iSdsftax (Family Packaging) ds vUrxZr lHkh mRiknksads fy, leku iSdst rS;kj fd;k tkrk gS vFkok lHkh iSdst ij dqN leku fo'ks"krkvksa ;k y{k.kksa dk iz;ksx fd;ktkrk gSA oxZuqek iSdsftax dk iz;ksx djus ls eq[; ykHk ;g gksrk gS fd uohu mRiknksa dks Hkh iqjkus mRiknksa dh izfr"Bkdk ykHk fey tkrk gS] lkFk gh xzkgdksa ds fy, dEiuh ds mRiknksa dh igpku djuk ljy gks tkrk gSA ftu mRiknksads fy, oxZuqek iSdsftax dh jhfr&uhfr dk iz;ksx fd;k tk;s os iz;ksx dh nf"V ls lacafèkr vkSj leku fdLe dsgksaA

3. iqu% iz;ksx iSdsftax (Re-use Packaging)µiSdsftax dh bl jhfr&uhfr ds vUrxZr ,sls iSdst dk iz;ksx fd;k tkrkgS tks mRikn dk miHkksx djus ds i'pkr~ Hkh vU; dk;ks± esa iz;qDr fd;k tk lds] tSlsµMkyMk vkSj jFk ?kh ds MCcs?kh ds iz;ksx ds i'pkr~ Hkh ?kjksa esa vU; leku j[kus esa iz;qDr fd;s tkrs gSaA bl jhfr&uhfr dk rHkh iz;ksx fd;ktkuk pkfg, tcfd blds }kjk xzkgdksa ij ;g izHkko Mkyk tk lds fd mUgsa vfrfjDr ykxr ds izfrQy esa vfrfjDrykHk ;k mi;ksfxrk fey jgh gSA lkFk gh jhfr&uhfr ls iqu% Ø; dks izksRlkgu feyuk pkfg,] vU;Fkk iqu% iz;ksxesa vkus okys iSdst fuekZrk ds fy, ykHkizn fl) ugha gksxkA

4. cgq&bdkbZ iSdsftax (Multiple Packaging)µcgq&bdkbZ iSdsftax dh jhfr&uhfr Hkh dkQh izpfyr gSA blds vUrxZriSdst esa mRiknu dh vusd bdkb;ka j[kh tkrh gSaA vusd mRiknksa ds lacaèk esa ;g jhfr&uhfr ns[kus dks feyrh gS]tSlsµpknjsa] rkSfy;s] cfu;ku] Qkm.Vsu isu] Vsful ;k xksYQ [ksyus dh xsnsa] lkcqu vkfnA cgq&bdkbZ iSdsftax lsmRikn ds dqy foØ; vkSj bdkbZ foØ; esa of) gksrh gSA bl jhfr&uhfr }kjk uohu mRiknksa ds fy, xzkgdksa dhLohÑfr izkIr djus esa dkQh lgk;rk feyrh gSA

iSdsftax fu.kZ;(Packaging Decision)

lkèkkj.k 'kCnksa esa iSdsftax ds lacaèk esa fu.kZ; ysuk iSdsftax dgykrk gSA foLrr 'kCnksa esa iSdsftax fu.kZ; ds vUrxZr iSdstfMtkbu (Package Design), iSdst vkdkj (Package Size), iSdst ykxr (Package Cost), iSdst ijh{k.k (Package Test)

rFkk iSdsftax vkèkkj (Packaging criteria) lacaèkh fu.kZ; fy, tkrs gSaA

1. iSdst fMtkbu (Package Design)µiSdst ds fMtkbu ds lacaèk esa ikap izdkj ds fu.kZ; fy;s tkrs gSaµ

i. iSdst ds fy;s fdl izdkj ds eky dk iz;ksx djuk pkfg,\

ii. iSdst dk fMtkbu D;k gksxk\

iii. iSdst ij fdu jaxksa dk iz;ksx fd;k tk,xk\

iv. iSdst ij D;k fy[kk ;k n'kkZ;k tk;sxk\

v. iSdst ij czk.M dk uke ,oa O;kikfjd fpUg D;k gksxk\

blds vfrfjDr iSdst ds fMtkbu ds lacaèk esa fu.kZ; ysrs le; eè;LFkksa vkSj miHkksDrkvksa dh lqfoèkk dks Hkh è;kuesa j[kk tkrk gS ftlls fd mRiknu dks mBkus j[kus esa vlqfoèkk u gksA iSdst ds fMtkbu ds fu.kZ; dks dqN vU;

foi.ku ds fl)kUr150

?kVd Hkh izHkkfor djrs gSa tSlsµmRikn dk LoHkko] ykxr] izpfyr ewY;] vkdkj] foKkiu ,oa dkuwuh izfrcUèkvkfnA

2. iSdst vkdkj (Package Size)µmRikn ds iSdst ds vkdkj dk fu.kZ; miHkksDrkvksa }kjk mRikn dh Ø; dh tkusokyh ek=kk ij fuHkZj djrk gS] tSlsµflxjsV] izk;% FkksM+h ek=kk esa [kjhnh tkrh gSA blhfy, buds iSdst lkèkkj.kr;k10 ;k 20 flxjsVksa ds gksrs gSaA

3. iSdst ykxr (Package Cost)µmRikn ds iSdst ds fu.kZ; ysus esa iSdst dh ykxr dks Hkh è;ku esa j[kuk pkfg,AiSdst dh ykxr ds lacaèk esa fu.kZ; ysrs le; mRikn dh lqj{kk ,oa miHkksDrk dh Ø;&'kfDr dks Hkh è;ku esa j[kukpkfg,A

4. iSdst ijh{k.k (Package Test)µiSdst ds lacaèk esa mijksDr fu.kZ; ysus ds ckn iSdst ijh{k.k ls ;g ns[kk tkrkgS fd iSdsftax fu.kZ; mfpr gS ;k ughaA blds fy, pkj izdkj ds ijh{k.k fd, tkrs gSaµ

i. rkaf=kd ijh{k.kµiSdst fMtkbu mRikn dh lqj{kk ds fy, mfpr gS vFkok ugha\

ii. nf"Vxr ijh{k.kµ iSdst ns[kus dh nf"V ls lqUnj vkSj vkd"kZd gS vFkok ugha\

iii. eè;LFk ijh{k.kµeè;LFkksa ds nf"Vdks.k ls iSdst mfpr gS vFkok ugha\

iv. miHkksDrk ijh{k.kµmiHkksDrk ml iSdst dks ilUn djrs gSa vFkok ugha\

;fn dksbZ iSdst ijh{k.k dh bu pkjksa dlkSfV;ksa ij [kjk mrjrk gS rks ml iSdst ds lacaèk esa vfUre fu.kZ; ys fy;ktkrk gS] vFkok iSdsftax fu.kZ; dh izfØ;k dks fQj nksgjk;k tkrk gSA

5. iSdsftax vkèkkj (Packaging Criteria)µiSdst mRikn dk lgh izfrfufèkRo djus okyk gksuk pkfg,A bl vkèkkjHkwr?kVd dks è;ku esa j[krs gq, lqfoèkk (Convenience), viukus ;ksX; (Adaptability), lqUnjrk vkfn vko';d fo'ks"krkvksads lkFk Lrj dh Nfo (Image of Status) vkSj fuHkZjrk rFkk fo'oLrrk (Dependability) ds xq.kksa dks Hkh iSdst esalfEefyr fd;k tkuk pkfg,A

ysfcfyax(Labelling)

iSdsftax vkSj czk.M ds lkFk ysfcy dk ?kfu"B lacaèk gksrk gSA lkèkkj.kr;k ;g iSdst dk gh ,d Hkkx gksrk gSAdHkh&dHkh ysfcy ds fy, mRikn ds lkFk esa vyx ls ,d fpV layXu dj nh tkrh gSA oLrq ds lkFk foØsrk dsckjs esa ;k mRikn ds ckjs esa izk;% lwpuk nh gqbZ gksrh gSA ftl iSdst ;k fpV ij ;g lwpuk nh gqbZ gksrh gS mls ysfcydgrs gSaA

fofy;e ts- LVs.Vu (William J. Stanton) ds vuqlkj] ^ysfcy mRikn dk og Hkkx gS ftl ij mRikn vkSj foØsrk ¼fuekZrk;k eè;LFk½ ds lacaèk esa ekSf[kd lwpuk nh xbZ gksrh gSA ,d ysfcy iSdst dk Hkkx gks ldrk gS ;k mRikn ds lkFk izR;{k:i ls layXu dh xbZ ,d fpV ds :i esa gks ldrk gSA**

eSlu ,oa jFk (Meson and Rath) ds vuqlkj] ^^ysfcy lwpuk nsus okyh fpV] yisVus okyk dkxt ;k lhy gS tks mRikn;k iSdst ds lkFk tqM+h gqbZ gksrh gSA**

mijksDr ifjHkk"kkvksa ds fo'ys"k.kkRed vè;;u ds vkèkkj ij ;g dgk tk ldrk gS fd ysfcy] mRikn] mlds fuekZrk ;kfoØsrk ds lacaèk esa lwpuk nsus okyh fpV gksrh gS tks mRikn ;k mlds iSdst ds lkFk yxh gksrh gSA ysfcy yisVus okysdkxt ;k lhy ds :i esa Hkh gks ldrs gSaA

151mRikn igpku

ysfcyksa ds izdkj

(Type of Labels)

ysfcyksa ds izdkjksa dk oxhZdj.k fuEukafdr pkj 'kh"kZdksa ds vUrxZr fd;k tk ldrk gS%µ

1. czk.M ysfcy (Brand Label)µczk.M ysfcyksa esa dsoy mRikn ds czk.M dk uke gh fn;k tkrk gS] tSlsµczqd czk.Mdh rktegy pk;A ;g mRikn ;k mlds iSdst ij yxk;k tkrk gS vFkkZr czk.M ysfcy ds fy, vyx ls dksbZ fpVlayXu ugha dh tkrhA ,sls ysfcyksa ls xzkgdksa dks mRikn ds lacaèk esa dksbZ lwpuk ugha feyrhA bl dkj.k u, xzkgdksadks vkdf"kZr ugha fd;k tk ldrkA

2. oxZ vFkok Js.kh ysfcy (Grade Label)µeSlu ,oa jFk ds er ls ysfcy esa dksbZ 'kCn] vad] ;k v{kj fy[ks jgrs gSatks ml oLrq dh DokfyVh ;k oxZ (Quality or grade) dks iznf'kZr djrs gSaA tSls t; bathfu;fjax oDlZ fyfeVsM]dydÙkk }kjk fufeZr ia[ks Å"kk* czk.M ds uke ls fcdrs gSa ijUrq buesa Hkh DokfyVh ds vkèkkj ij vUrj gksrk gS vkSjmu ij Prima, Deluxe o Continental ds ysfcy yxs jgrs gSaA

3. fooj.kkRed ysfcYl (Descriptive Labels)µ;s os ysfcYl gksrs gSa tks mRikn dh fo'ks"krkvksa ds ckjs esa Nih gqbZ lwpuk,ansrs gSaA bUgsa dqN O;fDr lwpukRed ysfcYl* (Informative Labels) Hkh dgrs gSaA fdUrq lwpukRed ysfcYl oLrqr%mRikn vaxksa ds ckjs esa fof'k"V lead tkudkjh nsrs gSaA nokb;ka cukus okyh dEifu;ka lkèkkj.kr% fooj.kkRed ,oalwpukRed ysfcYl dk iz;ksx djrs gSaA

4. la;kstu ysfcYl (Combination Labels)µ;s os ysfcYl gksrs gSa ftuesa mi;qZDr of.kZr rhuksa izdkj ds ysfcYl ds rRoksadks vius esa lfEefyr djrs gSaA ,sls ysfcYl dk izpyu rsth ls c<+rk tk jgk gSA

foi.ku ds fl)kUr152

v/;k;&9

mRikn thou pØ(Product Life Cycle)

mRikn thou pØ dk egÙo(Importance of Product Life Cycle)

euq";ksa] i'kqvksa ,oa isM+&ikS/kksa dh Hkk¡fr mRiknksa dk Hkh thou&pØ gksrk gSA1 mRikn Hkh tUe ysrs gSa] ;qokoLFkk esa izos'k djrsgSa] o) gksrs gSa vkSj vfUrer% eR;q dks izkIr gksrs gSaA bu fofHké voLFkkvksa ds lkFk gksus okyk lek;kstu muds thou dhlQyrk dk fu/kkZj.k djrk gSA2 izk.kh ek=kk dh Hkk¡fr ;fn mRikn vius fuekZ.k dky esa 'kfDr dk lapkj ,oa lap; ughadjrk gS rks ifjiDork (Maturity) ds dky eas mldh lQyrk lkisf{kd :i ls lafnX/k&lh gks tkrh gSA bruh lekurk;sagksrs gq, Hkh mRikn ds thou&pØ ,oa ekuo ds thou&pØ esa dqN egÙoiw.kZ fHkérk;sa gksrh gSaA lcls izeq[k fHkérk rks;g gksrh gS fd izR;sd euq"; vkSlru 50 ls 70-75 o"kZ rd thfor jgrk gSA fdUrq] euq"; ds thou&dky dh Hkk¡fr fdlhmRikn dk u rks vkSlr thou&dky gksrk gS vkSj u gh mls foosd ds vk/kkj ij fuf'pr fd;k tk ldrk gSA3 ;fn gemRiknksa dk thou&dky fuf'pr Hkh djuk pkgsa rks ;g vkSlr thou&pØ izR;sd mRikn ds lkFk oSls vyx&vyx gksrkgS tSls fd fofHké isM+&ikS/kksa ,oa i'kqvksa dk thou&dky vyx&vyx gksrk gSA blds vfrfjDr] mRikn thou&pØ dhfopkj/kkjk ekuo thou&pØ dh fopkj/kkjk dh rqyuk esa dkQh ljy Hkh gksrh gSA brus ij Hkh] ekuo thou pØ dh Hkk¡frmRikn thou&pØ dk v/;;u foi.ku izcU/kdksa dks vewY; tkudkjh miyC/k djkus esa lg;ksx gksrk gSA blds v/;;uls laLFkkvksa ds thou dks xfr'khyrk iznku dh tk ldrh gS] izfr;ksxh fLFkfr dks cuk;s j[kk tk ldrk gS] ykHkksa dkiwokZuqeku yxk;k tk ldrk gS] u;s mRikn izLrqrhdj.k ds le; dks igpkuk tk ldrk gS ,oa foi.ku dk;ZØeksa dksizHkko&iw.kZ :i iznku fd;k tk ldrk gSA

mRikn thou&pØ ls vk'k;(Meaning of Product Life Cycle)

mRikn&izLrqrhdj.k ls ysdj cktkj&irukoLFkk rd mRikn foØ; dk Øe *mRikn thou&pØ* dgk tkrk gSA fQfyidksVyj ds 'kCnksa esa] mRikn thou&pØ] mRikn ds foØ; bfrgkl esa fof'k"V voLFkkvksa dks igpkuus dk ,d iz;kl gSA,slk foØ; bfrgkl pkj voLFkkvksa ls gksdj xqtjrk gS ftUgsa izLrqrhdj.k] fodkl] ifjiDork ,oa iru ds uke ls tkuktkrk gSA4

fyilu ,oa Mkjfyax ds 'kCnksa esa] **mRikn thou&pØ ls vk'k; cktkj&Lohdj.k dh mu voLFkkvksa ls gS ftuesa ,dmRikn vius cktkj izLrqrhdj.k ls ysdj vius cktkj&izLrqrhdj.k] cktkj&fodkl] cktkj&larfIr] cktkj&iru ,oa

1 Lipson and Darling, op cit., p.614

2 W.J. Stanton, op. cit., pp. 186-187 and Lipson and Darling, op. cit., p. 614 For a very perceptive discussion analysis of the life cycle

of market offerings which is a wider term than the "Product life cycle", See Theodore Levitt, "Exploit the Product Life Cycle,"

HBR. Nov. Dec., 1965, pp. 81-94.

3 Arch Patton, "Top Management's Stake in a Product life cycle". Management Review, June 1959, pp. 9-14 & 67-71.

4 "The Product Life Cycle is an attempt to recognize distinct stages in the sales history of the product...the sales histories pass through

four stages, known as introduction, growth, maturity and decline." –Phillip Kotler "Marketing management," p.429.

153mRikn thou pØ

cktkj&eR;q dh voLFkk;sa lfEefyr gksrh gSaA 5**

vko';dh; :i ls] mRikn thou&pØ dh fopkj/kkjk fuEufyf[kr rÙoksa dk Lo;a esa lekos'k djrh gSa6%

(1) izR;sd mRikn dk] O;fDr;ksa] isM+&ikS/kksa ,oa vU; izkf.k;ksa dh Hkk¡fr ,d thou&Øe gksrk gSA

(2) ,slk thou&Øe gj mRikn ds cktkj&ifjp; vFkkZr~ izLrqrhdj.k ls izkjEHk gksrk gS vkSj cktkj&fodkl ,oacktkj&ifjiDork dh voLFkk ls xqtjrk gqvk mldh cktkj&eR;q dh voLFkk rd igqapdj lekIr gksrk gSA

(3) mRikn thou&pØ dh fofHké voLFkkvksa esa mRikn ds xqtjus dh xfr esa fHkérk gksrh gSA

(4) bdkbZ ykHk fodklkoLFkk esa rsth ls c<+rs gSa vkSj ifjiDork dh voLFkk esa izfrLi/kkZ nckoksa ds dkj.k fxjus yxrsgSaA brus ij Hkh ifjiDork dh voLFkk esa fcØh ek=kk c<+rh jgrh gSA

(5) ykHkns;rk esa ifjorZu gksus ds lkFk&lkFk mRikn ds lQy fonksgu gsrq mRikn ds thou&pØ dh fofHkévoLFkkkvksa ds nkSjku bUthfu;fjax o vuqlU/kku] mRiknu foi.ku ,oa foÙkh; fu;a=k.k fØ;kvksa esa ifjorZu djrsjguk ijeko';d gksrk gSA

mRikn thou&pØ dh voLFkk;sa ,oa mudk izcU/k(Stages of Product Life Cycle and Their Management)

mRikn thou&pØ dks O;kogkfjd nf"V ls fuEu pkj voLFkkvksa esa foHkDr fd;k tk ldrk gS%

I. cktkj izLrqrhdj.k voLFkk (Market Introduction Stage): mRikn thou&pØ dk izkjEHk mRikn dks cktkjesa izLrqr djus ds lkFk gksrk gSA bl voLFkk dks tUeokLFkk vFkok ifjp;koLFkk Hkh dgk tkrk gSA bl voLFkkesa laLFkk mRikn dk mRiknu iw.kZ iSekus ij djrh gS vkSj foi.ku dk;ZØe Hkh iw.kZ Lrj ij fodflr ,oa fØ;kfUorfd;s tkrs gSaA bl voLFkk dh izeq[k fo'ks"krk;sa bl izdkj gSa%

(1) QeZ dks izfr;ksfxrk dk lkeuk ugha djuk iM+rk gS D;ksafd izfr;ksxh laLFkk;sa vfr'kh?kz cktkj esa izos'k ughadj ikrh gSaA uokpkj djus okyh QeZ dh lEiw.kZ m|ksx ekuh tkrh gSA

(2) xzkgdksa ,oa miHkksDrkvksa dks mRikn dh O;kid tkudkjh ugha gksrh gS rFkk ftu xzkgdksa ,oa miHkksDrkvksadks mRikn dh tkudkjh gksrh gS os Hkh mRikn Ø; esa ladksp djrs gSaA

(3) QeZ lhfer {ks=k esa forj.k dj ikrh gS vkSj fcØh dh ek=kk /khjs&/khjs c<+rh gSA

(4) ykxrsa dkQh Å¡ph jgrh gSaA QeZ dks foLrr foKkiu ,oa lao)ZukRed iz;klksa dks viukus dh vko';drkiM+rh gSA ifj.kkeLo:i ykxrksa esa of) gksrh gS vkSj ;g voLFkk tksf[keiw.kZ cu tkrh gSA

(5) lkekU;r;k] bl voLFkk esa Hkkjh uqdlku gksrk gS D;ksafd fcØh dh ek=kk U;wu gksrh gS vkSj lao)ZukRedykxrssa c<+rh gSaA brus ij Hkh ;fn fdlh laLFkk dks dqN ykHk gksrk gS rks og dkQh de gh gksrk gS] bldsfoijhr] ;fn fdlh QeZ ds mRikn dks vR;f/kd xzkgd Lohdj.k ,oa xzkgd&tkudkjh izkIr gksrh gS rks blvoLFkk esa mRikn dh ek¡x iwfrZ ls c<+ ldrh gSA fdUrq ;g fLFkfr cgqr de QekZssa dks gh miyC/k gks ikrhgSA

mRikn ds cktkj izLrqrhdj.k dh voLFkk esa foi.ku izcU/kdkas dks egÙoiw.kZ Hkwfedk vfHkuhr djuh iM+rhgS D;ksafd bl voLFkk esa gh mRikn dks lQyrk ;k foQyrk izkIr gksrh gSA bl nf"V ls foi.ku izcU/kdksadks pkfg, fd os foLrr foKkiu rFkk lao)ZukRed iz;klksa dks viukdj izLrqrhdj.k dh le;kof/k dks dedjus dk iz;kl djsaA bl voLFkk esa izcU/kdksa }kjk u;s mRikn dk ijh{k.k djks&dh jhfr&uhfr dks viuk;k

5 "Life Cycle of market offerings – Stages of Market acceptance through which a market offering passes in a market offering's life

cycle are market introduction, market growth, market saturation, market decline, and market death,"

– Lipson and Darling, Op. cit., 812

6 Also See, Arch Paton, op. cit.

foi.ku ds fl)kUr154

tkuk pkfg,( tSls *Vksjhu*&lqUnj] lLrs o fVdkÅ oL=kksa ds fy, ,d egÙoiw.kZ [kkst&bl voLFkk esa cM+htksf[ke gksrh gS] bls /;ku esa j[krs gq, Hkh Lohdkj fd;k tkuk pkfg,A

II. cktkj fodkl voLFkk (Market Grown Stage): mRikn thou&pØ esa cktkj fodkl dks nwljh voLFkk ekukx;k gSA ;g voLFkk xzkgd&Lohdj.k dh fLFkfr dks crykrh gSA bl voLFkk esa xzkgd mRikn dks Lohdkj djusyxrs gSa vkSj QyLo:i] foØ;&of) gksrh gSA bl voLFkk esa lHkh dks ykHk gksrs gSa rFkk izfr;ksxh cktkj esa izos'kdjrs gSaA bl voLFkk dh izeq[k ckrsas fuEukuqlkj gSa&

(1) mRikn ds Ø;&foØ; lEcU/kh cktkj ysu&nsu rhoz xfr ls c<+rs gSa pw¡fd foKkiu ,oa foØ; lao)Zu iz;klksals xzkgdksa dks mRikn dh tkudkjh O;kid iSekus ij gksus yxrh gS rFkk os mRikn Lohdkj djus yxrs gSaA

(2) bl voLFkk esa u dsoy foØ; ifj.kke vfirq ykHk Hkh c<+rs gSaA mRikndksa] forjdksa ,oa QqVdj O;kikfj;ksa]lHkh ds ykHkksa esa rhozrk ls of) gksus yxrh gSA foØ; js[kk;sa ,oa ykHk js[kk;sa Å¡ph mBus yxrh gSaA

(3) vf/kd Å¡ps ykHk izfr;ksfx;ksa dks cktkj esa izos'k djus gsrq vkÑ"V djrs gSa] izsj.kk ,oa izyksHku nsrs gSaAifj.kkeLo:i os viuh czkaM izLrqr djrs gSaA izfr;ksfxrk 'kuS%'kuS% rhoz gksus yxrh gSA izfr;ksfxrk bl fLFkfrrd rhoz gks tkrh gS fd ;fn Øsrkvksa dks mudh ilUn dh czk.M ljyrk ls u feys rks os vU; czk.M Ø;djus yxrs gSaA

(4) vusd egÙoiw.kZ fu.kZ; bl voLFkk esa fy;s tkrs gSaA tSls&fo'ks"k forj.k Üka[kyk ds p;u] cktkj foLrkjgsrq vuqla/kku] foKkiu uhfr ekxZn'kZu vkfn ls lEcfU/kr fu.kZ;A

(5) bl voLFkk esa] mRikn dh dher dqN de gks tkrh gS pw¡fd igys O;fDrxr foØ; }kjk u;s forj.k ek/;e [kksts tkrs gSa rFkk ckn esa izfrLi/kkZ ds fo#) foØ; fd;k tkrk gSA

(6) mRikn ds thou pØ dh bl voLFkk esa izcU/kdksa dks pkfg, fd os fuEufyf[kr dk;Z djsa&

(i) mRikn dh fdLe ,oa mlesa u;s xq.kksa ds lekos'k rFkk vkdkj o vkÑfr ij /;ku nsaA ;g lgh gSvfèkdrj fLFkfr;ksa esa xzkgd mRikn dh fodklkoLFkk esa fo"ke (Uneven) fdLe dh oLrq Hkh Lohdkjdj ysrs gSaA ijUrq mRikn ds vPNs Hkfo"; ds gsrq mRikndksa }kjk fdLe ,oa ek=kk nksuksa ij /;ku fn;ktkuk lokZsÙke jgrk gSA7

(ii) *esjh oLrq dk ijh{k.k djks* ds LFkku ij *esjh czk.M [kjhnks* (Buy my Brand) dh foKkiu ,oalao)ZukRed uhfr dks viuk;sA

(iii) QeZ dh mRiknu ,oa forj.k dk;Zdq'kyrk dks c<+k;s pwafd bl voLFkk esa foi.ku lQyrk ds fy,,slh dk;Zdq'kyrk egRoiw.kZ ?kVd gksrh gSA8

III. cktkj ifjiDork voLFkk (Market Grown Stage): mRikn thou pØ dh rhljh voLFkk dks *ifjiDorkvoLFkk* dgk tkrk gSA dqN fo}ku~ bls *larfIr voLFkk* (Saturation Stage) Hkh dgrs gSaA oLrqr% bl voLFkkesa nks fLFkfr;ka mRiUu gksrh gSaA çkjfEHkd fLFkfr dk ifjiDork* ,oa i'pkr~orhZ fLFkfr dks *larfIr* voLFkk dgktkrk gSA

ifjiDork voLFkk esa&(1) çfr;ksfxrk c<+us yxrh gS vkSj çfr;ksxh 'kfDr;ka ykHkksa dks de djus yxrh gSaA (2) foØ; ?kVrhgqbZ njksa ls c<+rk gSA foØ; ds c<+rs jgus ij Hkh QeZ ds ykHk fxjus yxrs gSa D;ksafd mRiknu ,oa foØ; dh vf/kdrk dsdkj.k cktkj larIr gksus yxrk gSA (3) iwfrZ ekax dh rqyuk esa igyh ckj vf/kd gksus yxrh gS vkSj çfr;ksxh Qeks± }kjkHkkjh lao)ZukRed [kpsZ fd;s tkus ds dkj.k ekax&çksRlkgu (Demand Stimulation) ,oa O;kikjh leFkZu (Dealer Support)

vko';d gks tkrk gSA (4) dher fxjus yxrh gS vkSj foi.ku O;; c<+us yxrs gSaA (5) bl O;oLFkk ds lHkh mRikn iw.kZr%

7 Arch Paton has rightly pointed out that the extent to which a product at this stage, provides real consumer satisfaction will largly

establish quality climate in which product will remain in later stages of its life cycle–See, Arch Paton, op. cit.

8 Cundiff, Still and Govoni, op. cit., p. 133.

155mRikn thou pØ

fo'oluh; gksrs gS vkSj muesa la'kks/ku dh xqtkab'k cgqr de gksrh gSA ;gh ugha] cfYd muds chp pquko Hkh dfBu gksrkgSA (6) mRiknd dks miHkksDrk ds fudV Lo;a igqapus dk ç;Ru djuk iM+rk gS vkSj jpukRed foØ; dk fodkl gksrkgSA mRiknd Lo;a dh 'kk[kk;sa vFkok QqVdj Hk.Mkj LFkkfir djrk gSA

larfIr voLFkk esa &(1) cktkj esa çfrLFkkukiUu foØ; c<+us yxrk gSA (2) m|ksx dk foØ; mPpre lhek ij igaqpdjfxjus yxrk gSA dM+h çfr;ksfxrk dk lkeuk djuk iM+rk gSA (3) c<+rh gqbZ nj ls ykHkksa esa fxjkoV vkus yxrh gSA(4) mRiknu lqfo/kk;sa rFkk mRiknu çfØ;k iqjkuh gks tkrh gS rFkk muesa lq/kkj dh vko';drk eglwl gksus yxrh gSA

;g /;ku nsus ;ksX; ckr gS fd fofHkUu çdkj ds mRiknksa dh n'kk esa cktkj ifjiDork ,oa larfIr dh voLFkk dk dkyHkh vyx&vyx gksrk gSA mnkgj.k ds fy, dqN lqfo/kk&mRiknksa (Convenience goods) dh n'kk esa cktkj ifjiDork ,oalarfIr dk dky yEck gks ldrk gSA dafMQ] fLVy ,oa xksoksuh us bls vusd eghuksa vFkok o"kks± rd foLrr ekuk gSA 9

bu oLrqvksa dh fcØh larfIr fcUnq rd igqapus ds ckn Hkh ,dne ugha fxjrh gS vfirq yEcs le; rd fLFkj cuh jgrh gSA,slh oLrqvksa esa uk'rs ,oa [kkus&ihus dh oLrq,¡] flxjsV] lkcqu vkfn dks lfEefyr fd;k tk ldrk gSA blh izdkj] tksoLrq,a yEcs le; rd mi;ksx esa vkrh gSa tSls QuhZpj] e'khusa] fo|qr midj.k] ?kfM+;ka vkfn muds thou&pØ dh blvoLFkk dh le;kof/k Hkh fHkUu gksrh gSA ,slh oLrqvksa ds ckjs esa ns[kk x;k gS fd mudh fodklkoLFkk ds rqjUr ckn gh oslarfIr fcUnq ij igqap tkrh gSA fdUrq] T;ksa&T;ksa mudh iquLFkkZiu ekax dh vof/k vkus yxrh gS R;ksa&R;ksa mudh fcØh c<+usyxrh gS vkSj dqy cktkj foØ; iqu% fLFkj gks tkrk gSA10

foi.ku çcU/kd bl voLFkk esa mRikn ds thou dky esa cgqr dqN lhek rd of) dj ldrs gSaA blds fy,] mUgsa u;siSfdax] iquewZY;kadu] mRikn la'kks/ku ¼'kSyh lEcU/kh½] u;s mi;ksxksa dh [kkst ,oa jpukRed foØ; ds fodkl lEcU/kh dk;Zdjus gksrs gSaA blds vfrfjDr] foi.ku dk;ZØeksa ij iqufoZpkj djuk ,oa lalk/kuksa dh mfpr ns[kHkky djuk Hkh vR;ko';dgksrk gSA

IV. cktkj irukoLFkk (Market Decline Stage): mRikn thoupØ dh vfUre voLFkk dks cktkj&irukoLFkkvFkok cktkj&eR;q voLFkk vFkok vçpyukoLFkk ds uke ls tkuk tkrk gSA bl voLFkk esa mRikn ;k rks vçpfyrgksrk pyk tkrk gS vFkok mlds LFkku ij ,d u;k mRikn çLrqr fd;k tkrk gS vFkok mRikn dks iw.kZr% cktkjifjR;kx djuk iM+rk gS vFkok fdlh fof'k"V cktkj rd gh mRikn lhfer jg tkrk gSA oLrqr% bl voLFkk esaikjLifjd çfrLi/kkZ vusd mRiknksa dks cktkj ls ckgj dj nsrh gSA bl voLFkk esa] ykxr fu;U=k.k dh vko';drkekax ds de gks tkus ds dkj.k c<+ tkrh gSA ;gh ugha] cfYd lHkh çdkj dh mRikn&ykxrksa ij lefUor fu;U=k.kHkh ijeko';d gks tkrk gSA11

dafMQ] fLVy ,oa xksoksuh fy[krs gSa bl voLFkk esa mRikn dk LFkku dksbZ uohu mRikn vFkkZr~ uokpkj xzg.k dj ysrkgS vFkok miHkksDrk ds Ø;&O;ogkj esa ifjorZu vkus yxrk gSA çfr;ksxh de gksus yxrs gSaA m|ksx dk foØ; cgqr degksus yxrk gSA Qeks± dh vfr&mRiknu {kerk dh fLFkfr esa dher gh eq[; izfrLi/khZ vL=k cu tkrk gS vkSj Qeks± dks foKkiu,oa lao)ZukRed [kpks± esa vR;f/kd deh djuh iM+rh gSA lkekU;r;k] vf/kdka'k çcU/kd] bl voLFkk esa u;s mRiknksa dsfodkl dh vksj /;ku nsuk çkjEHk djrs gSaA12

cktkj irukoLFkk esa foi.ku çcU/kdksa ds fy, ;g t:jh gksrk gS fd os mRikn esa uo&jDr dk lapkj mrus le; rd dsfy, vo'; djsa ftrus le; esa mudh QeZ Lo;a gh vius u;s mRikn ds lkFk cktkj esa vk tk;s vkSj cktkj fodklkoLFkkrd dh fLFkfr esa igqap tk;sA ;g /;ku nsus ;ksX; ckr gS fd uo&jDr&lapkj LFkk;h rkSj ij ugha fd;k tk ldrkA vLFkk;h

9 Ibid., p. 134.

10 Ibid., p. 135.

11 Arch Paton us lHkh çdkj dh mRiknu ykxrksa esa% bfUtfu;fjax] fuekZ.kh ,oa foi.ku ykxrksa dks lfEefyr fd;k gSA

12 Cundiff, Still Govoni, op., cit., p. 135.

foi.ku ds fl)kUr156

rkSj ij uo&jDr&lapkj ds fy, u;s cktkjksa dh [kkst] mRikn ds u;s ç;ksxksa dh [kkst rFkk ekewyh ls Lohdj.kh; fdUrqde [kphZys la'kks/ku dk;Z fd;s tk ldrs gSaA dher çfr;ksfxrk dks Hkh viukuk mÙke jgrk gSA

mRikn ds thou&pØ dh mi;qZDr of.kZr voLFkkvksa dks fuEufyf[kr js[kkfp=kksa dh lgk;rk ls Hkh Hkyh çdkj vfHkO;Drfd;k tk ldrk gS vkSj le>k tk ldrk gS]

fp=k 9.1 crykrk gS fd uokpkj djus okyh QeZ cktkj çLrqrhdj.k dh voLFkk esa ,dkf/kdkjh fLFkfr esa gksrh gS rFkkmls lEiw.kZ m|ksx ekuk tk ldrk gSA

foØ; ,oa ykHk c<+rs gSaA cktkj fodkloLFkk esa çfr;ksxh laLFkk;sa vius mRiknksa ds lkFk ços'k djrh gSa vkSj cktkj&va'kesa fgLlk caVkrh gSA fdUrq foØ; dh ek=kk Hkh c<+rh jgrh gS vkSj ykHk Hkh c<+rs jgrs gSaA ifjiDork dh voLFkk esa foØ;/kheh xfr ls c<+rk gS ,oa ykHk de gksus yxrs gSaA larIrkoLFkk esa foØ; yxHkx fLFkj gh jgrk gS fdUrq ykHk dh nj esadeh izkjEHk gks tkrh gS( dkj.k fd lao)Zu lEcU/kh [kpkZ c<+rk gSA irukoLFkk esa foØ; ,oa ykHk nksuksa gh rhozrk ls fxjrsgSaA ykHk&js[kk _.kkRed gks tkrh gSA ;|fi fp=k esa pkjksa voLFkkvksa dk dky cjkcj fn[kk;k x;k gS fdUrq] O;ogkj esa]cktkj fodkl rFkk iru dh voLFkk,a fHkUu&fHkUu mRiknksa dh n'kkvksa esa fHkUu&fHkUu gksrh gSaA

fp=k 9.1

mRiknu thou&pØ ¼uokpkj djus okyh QeZ dk½

'kh?kz dke esa fy;s tkus okys ,oa iqu% Ø; fd;s tkus okys dqN lqfo/kk mRiknksa dk thou&pØA ¼;g m|ksx dh dqy cktkjfcØh dks crykrk gS½

fp=k 9.1 crykrk gS fd tks oLrq,a 'kh?kz mi;ksx dj yh tkrh gSa vkSj ftUgsa iqu% 'kh?kz [kjhnuk iM+rk gS] mudk foØ;ifjiDork ,oa larfIr dh voLFkk esa Hkh 'kh?kz u fxjdj fLFkj jgrk gS vkSj lkekU;r% ;g dky yEck gksrk gSA

fp=k 9.2

mRiknu thou&pØ ¼uokpkj djus okyh QeZ dk½

cktkj

157mRikn thou pØ

fp=k 9.3

fVdkÅ oLrqvksa ds fy;s mRikn thou pØ

fp=k 9.3 crykrk gS fd fVdkÅ oLrqvksa dh dqy cktkj foØ; dh ek=kk fodklkoLFkk ds rqjUr ckn larfIr ds fcUnq rdigqap tkrh gS vkSj mudh iquLFkkZiu dh ekax ds iSnk gksus ds lkFk&lkFk c<+dj fLFkj gks tkrh gSA iquLFkkZiu dh ekax dhxfr Hkh /kheh gks tkrh gSA bu oLrqvksa dh cktkj irukoLFkk ml le; ls çkjEHk gksrh gS tcfd cktkj fcØh LFkk;h rkSjij fxjus yxrh gSA

fp=k 9.4 ,d m|ksx ds mRikn thou pØ dks çdV djrk gSA fp=k esa rhu oØ gSaA ,d oØ] dqy cktkj foØ; dks crykrkgSA nwljk oØ çfr;ksxh Qeks± dh lkisf{kd la[;k dks crykrk gS rFkk rhljk oØ dqy cktkj ykHk dh fLFkfr dks crykrkgSA fp=k esa ykHk oØ ls Li"V gksrk gS fd ykHk fxjrs jgus ij Hkh ,d le; rd ds fy;s ¼cktkj ifjiDork dh fLFkfrrd½ çfrLi/khZ Qeks± dh la[;k c<+rh jgrh gSA

fp=k 9.4

m|ksx mRikn thou pØ

cktkjçLrqrhdj.k

cktkjfodkl

cktkj ifjiDork,oa larfIr

cktkj iru

foi.ku ds fl)kUr158

mRikn thou pØ dks izHkkfor djus okys ?kVd(Factors Affecting Product Life Cycle)

tk;y Mhu ds erkuqlkj rduhdh ifjorZuksa dh xfr] cktkj&Lohdj.k dh njsa ,oa izfrLi/khZ izos'k dh fLFkfr mRikn thoupØ dh yEckbZ dks izHkkfor djrh gSA13 izR;sd ?kVd dk laf{kIr o.kZu fuEukuqlkj gS&

1 . rduhdh ifjorZuksa dh xfr% rduhdh ifjorZuksa dh xfr ftruh rhoz gksxh mRikn thou pØ dh yEckbZ mruhgh de gksrh pyh tk;sxhA blds foijhr ;fn rduhdh ifjorZu /kheh xfr ls gksaxs rks mRiknksa dk thoudkyc<+ tk;sxkA ;gh dkj.k gS fd vesfjdk] :l] tkiku] teZuh ,oa baXyS.M tSls jk"Vªksa esa rduhdh ifjorZuksa dhxfr Kku&foKku dh lrr uohu [kkstksa ds dkj.k dkQh c<+ xbZ vkSj ifj.kkeLo:i ogk¡ mRiknksa dk thou pØNksVk gksrk tk jgk gSA blds foijhr Hkkjr] yadk] cekZ] ikfdLrku ,oa caxykns'k tSls ns'kksa esa tgk¡ rduhdhifjorZuksa dh xfr rhoz ugha gS] mRiknksa dk thou pØ vis{kkÑr dkQh yEck gSA vesfjdk esa Vsyhfotu mRiknlarfIr voLFkk rd igqap x;s gSa tcfd fodkleku jk"Vªksa esa Vsyhfotu mRikn izLrqrhdj.k dh voLFkk esa gS] blhrjg vesfjdk esa fctyh pkfyr VkbijkbVj cktkj&fodklkoLFkk dks ikj dj jgk gS] tcfd Hkkjr esa vHkh budkfuekZ.k Hkh iw.kZ O;kikfjd Lrj ij ugha gks ik;k gSA

2 . cktkj LohÑfr dh njsa (Rates of Market Acceptance): cktkj LohÑfr dh xfr vFkok nj ds rhoz gksusij Hkh mRikn thou&pØ NksVk gksrk pyk tkrk gS vkSj bl nj ds /khes gksus ij mRikn thou pØ yEck gksrkpyk tkrk gSA cktkj&LohÑfr dh nj xzkgdksa ,oa miHkksDrkvksa dh vkfFkZd fLFkfr] thou Lrj] 'kS{kf.kd Lrj]/kkfeZd ,oa lkaLÑfrd ijEijk] HkkSxksfyd okrkoj.k vkfn vusd ckrksa ij fuHkZj djrh gSa ;g ?kVd crykrk gSfd lef)'kkyh jk"Vªksa esa uokpkj dh vko';drk D;ksa rhozrk ls vuqHko dh tkrh gS vkSj iqjkus mRiknksa dk LFkkuuohu mRikn xzg.k djrs pys tkrs gSaA

3 . izfrLi/kkZ izos'k dh fLFkfr (Case of Competitive Entry): ;fn izfr;ksfxrk rhoz gksrh gS vkSj mRikn dkthou pØ visf{kr NksVk gks tkrk gSA blds foijhr ;fn uokpkj djus okyh QeZ dk mRikn ,slk gS fd mldsfodkl ,oa izLrqrhdj.k esa vf/kd le; ,oa /ku [kpZ gksus dh lEHkkouk gS rFkk mRikn rduhdh tfVyrk fy,gq, gSa ,oa mlds fy, Lo;a dk vuqla/kku&dk;Z vko';d gS rks izfr;ksfxrk rhoz ugha gks ldrhA ifj.kkeLo:ioLrqvksa dk thou pØ yEck gksxkA

mi;qZDr ?kVdksa ds vfrfjDr fuEufyf[kr ?kVd Hkh mRikn thou pØ dks izHkkfor djrs gSa&

4 . isVsUV }kjk lajf{kr mRikn (Products Protected by Patents): ,dLokf/kdkjksa }kjk lafj{kr mRiknksa dkthou pØ vU; mRiknksa dh rqyuk esa vf/kd yEck gksrk gSA bu mRiknksa dh fodklkoLFkk vis{kkÑr yEch gksrhgSA T;ksa&T;ksa bu mRiknksa dh ,dLo laj{k.k vof/k lekIr gksus dks vkrh gS R;ksa&R;ksa budk mRikn thou pØifjiDork dh voLFkk ij igqap tkrk gSA vU; leku mRiknksa }kjk dher izfr;ksfxrk fd;s tkus ij os mRiknviuh fodklkoLFkk ls rqjUr mPpLrjh; izfrLi/khZ ifjiDork voLFkk ij igaqp tkrs gSaA

5 . vkfFkZd 'kfDr;k¡ (Economic Forces): vkdZ isVu dk n<+ er gS fd ewyHkwr vkfFkZd 'kfDr;k¡ lrr :i lsmRiknksa dh thou pØ lajpuk dks cny jgh gSaA mnkgj.k ds fy, Ñf"k cktkj egÙoiw.kZ ifjorZu dh izfØ;kds nkSj ls xqtj jgk gSA NksVs Ñ"kdksa ds LFkku ij lgdkjh lfefr;ksa ,oa Ñf"k fuxeksa }kjk Ñf"k dk;Z lEié djusdh izofÙk c<+ jgh gSA bl izofÙk ds ifj.kkeLo:i Ñf"k mRiknksa ds forj.k gsrq U;wure ,oa ogr~ forjdksa dhlgk;rk ysuh gksxh ftlls Ñf"k&mRiknksa ds thou pØ dks rhoz xfr izkIr gksxh vkSj mudk thou pØ NksVk gksrkpyk tk;sxkA

13 "The length of the product life cycle is governed by the rates of technical changes, the rates of market acceptance and the case of

the competitive entry". – Joel Dean

159mRikn thou pØ

6 . lsfooxhZ; jhfr&uhfr (Personnel Strategy): mRikn thou pØ dh fofHké voLFkkvksa esa fofHké izdkj dh;ksX;rk ,oa {kerk j[kus okys mPpkf/kdkfj;ksa dh vko';drk gksrh gSA blfy, igys ls gh bl vko';drk dkvuqeku yxkdj ,sls mPpkf/kdkfj;ksa dh miyfC/k laLFkk dks djk nh tkrh gS] mRikn thou pØ dks nh?kkZ;q cukusgsrq ijeko';d gksrh gSA mnkgj.k ds fy,] mRikn ds izLrqrhdj.k dh voLFkk esa vuqlU/kku ,oa bathfu;fjax]fodklkoLFkk esa fuekZ.kh] ifjiDork voLFkk esa foi.ku rFkk irukoLFkk esa foÙkh; o lEiw.kZ izcU/k fu.kZ; pkrq;Zijeko';d gksrk gSA blfy, ;fn dksbZ laLFkk bu lHkh mPpkf/kdkfj;ksa dks feykdj fØ;kRed vf/kdkfj;ksa dk,d lUrqfyr lewg laxfBr dj ns rks mRikn thou pØ dh lHkh voLFkkvksa esa laLFkk Hkyh izdkj vius lk/kuksa,oa {kerkvksa dk fonksgu dj ldrh gSA blls Li"V gS fd lsfooxhZ; jhfr&uhfr;k¡ Hkh mRikn thou pØ dksizHkkfor djrh gSaA

mRikn thou pØ dh mi;ksfxrk

1 . ykHk of) ds fy, : mRikn dh izLrqrhdj.k dh fLFkfr dks de ls de djds 'kh?kzkfr'kh?kz mldh rhoz fodkldh vof/k dks yEck djds vf/kd ykHk vftZr fd;k tk ldrk gSA

2 . foi.ku jhfr&uhfr ds fy, vk/kkj: mRikn thou pØ dh fofHké voLFkkvksa dks dq'ky foi.ku izcU/kd ;Fkksfprfoi.ku dk;ZØeksa }kjk ifjofrZr dj u dsoy mRikn ykxrksa dks de dj ldrk gS cfYd mRikn dks irukoLFkkdh vksj tkus ls jksd ldrk gSa vesfjdk ds feuhlksVh jkT; esa fLFkr ,d dEiuh us lu~ 1973 esa fdlh ,d vU;dEiuh ds biuk uked czkaM tks fdlh le; izfl) czkaM Fkk] irukoLFkk esa igaqpus ij u;h iSfdax fof/k }kjk mlsiqu% [;kfr ij igq¡pk fn;kA14

3 . iwokZuqeku ds fy,: foi.ku izcU/kd mRikn thou pØ dh fofHké voLFkkvksa esa vkus okyh leL;kvksa dk iwokZuqeku}kjk irk yxkdj muds mfpr lek/kku ds fy, le; ij foi.ku jhfr&uhfr;ksa dk fuekZ.k dj ldrs gSaA

4 . uo&mRiknksa ds fu;kstu dk vk/kkj: mRikn thou pØ dk v/;;u uo&mRiknksa ds izLrqrhdj.k o fodkllEcUèkh ;kstuk rS;kj djus o mUgsa dk;kZfUor djus esa ,d egÙoiw.kZ vk/kkj gks ldrk gSA

5 . fu;U=k.k midj.k ds :i esa: fofHké mRiknksa ds thou pØksa ds v/;;u ls dEiuh vius uohu mRikn dh thoupØ voLFkk Kkr dj ldrh gS o mRikn foØ; lEcU/kh uhfr;ksa dh leh{kk dj mRikn fodkl gsrq le; ij dksbZmi;qDr fu.kZ; ys ldrh gSA

6 . uohu mRiknksa ds fodkl dh vksj /;ku: ftl izdkj euq"; vej ugha gS mlh izdkj mRikn dk Hkh iru vo';gSA ;s fopkj QeZ ds orZeku mRiknksa ds LFkkukié dh vksj foi.ku izcU/k dk /;ku vkdf"kZr djrk gSA ;Fkkle;u;s mRiknksa ds fodkl u gksus ij QeZ dks O;olk; esa viuk iwoZ LFkku cuk;s j[kuk dfBu gksxkA

7 . mRikn thou pØ dh izR;sd voLFkk ds fy, fHké&fHké foi.ku dk;ZØe dh vko';drk dk Kku: mRiknthou pØ dh vyx&vyx voLFkkvksa ds fy, vyx&vyx foi.ku dk;ZØeksa dh vko';drk gksrh gSA ,d ghçdkj ds foi.ku dk;Z mRikn dh vyx&vyx voLFkkvksa esa ,d lk Qy ugha nsrsA mnkgj.kkFkZ mRikn iruvoLFkk esa fd;k tkus okyk foØ; lao)Zu dk;Z fo'ks"k Qynk;d ugha gksxkA foØ; lao)Zu dk;Z dh vko';drkmRikn izLrqrhdj.k o mldh fodkl voLFkk ds le; vf/kd gksrh gSA blh voLFkk esa u dsoy fcØh vf/kd njls c<+rh gS cfYd izfr bdkbZ ykHk Hkh vf/kd gksrk gSA15

8 . fofHké mRiknksa dh egÙkk le>us ds fy,: ,d QeZ ds fofHké mRikn] thou pØ dh fofHké voLFkkvksa esa gksrsgSaA fdl mRikn ij vf/kd foØ; lao)Zu foKkiu [kpZ djuk vf/kd ykHknk;d gksxk bldk irk mRikn thoupØ ds vk/kkj ij yxk;k tk ldrk gSA

14 How purchasing manager apply the product life cycle theory – David R. Rink – Indian Journal of Marketing. October, 1977, pp. 25-

30.

15 The product life cycle: A Key to Strategic Marketing Planning by John Esmallwood, MSU Business Topic, winter, 1973, pp.29-35.

foi.ku ds fl)kUr160

9 . ykHkkuqekuksa ds fy,: mRikn thou dh fofHké voLFkkvksa esa ykHkksa dh fLFkfr ds ckjs esa iwoZ tkudkjh fey ldrhgSA oLrq ykHkksa ij oLrq thou pØ dk izHkko gksrk gSA mRikn izLrqrhdj.k voLFkk esa ykHk u gksdj gkfu gh gksrhgSA ifjiDork o larfIr voLFkk esa ykHk dh njksa esa fxjkoV dh izofÙk ikbZ tkrh gS] tcfd mRikn irukoLFkkesa mRikn ds foØ; ij u dsoy gkfu gksrh gS cfYd gkfu dh nj esa of) gksrh gSA

mRikn thou pØ fopkj/kkjk dk ewY;kadu(Evaluation of the Product Life Cycle Concept)

O;kogkfjd foi.ku {ks=k esa] ;g ns[kus esa vkrk gS fd vusd mRiknksa ds lEcU/k esa mRikn thou pØ fopkj/kkjk ykxw ugha

gks ikrh gSA ,slh viokntud fLFkfr;k¡ bl fopkj/kkjk dh mikns;rk dks 'kadk dh nf"V ls ns[kus ij foo'k djrh gSAmnkgj.k ds fy,] vusd miHkksDrk oLrq;sa] fof'k"Vrk mRikn ,oa izfr"Bk&;ksX; (Venerable) mRikn] thou pØ

fopkj/kkjk ls u rks izHkkfor gksrs gSa vkSj u gh mldk vuqeku djrs gSaA vkS"kf/k;k¡] ,dLo nok;sa] iSdcUn [kk|&lkexzh]lkbfdysa] ,slh gh miHkksDrk oLrq;sa ,oa fof'k"Vrk mRikn gSa ftu ij mRikn thou pØ ds ncko dksbZ izHkko ugha Mky

ikrs gSaA blh rjg czsM] twrs] dks;yk] lhesUV] bZaV] rkEck] bLikr vkfn os mRikn gSa tks mRikn thou pØ dh lajpuk dsvuq:i foi.ku O;ogkj izdV ugha dj ikrs gSaA

oLrqr% mRikn thou pØ dh fopkj/kkjk dh oS/krk dks pqukSrh nsus okys ?kVdksa ds eq[; lzksr gSa tks bl izdkj gSa&

¼v½ mRiknu&forj.k izfØ;k dk vFkZ'kkL=k (Economics of Production Distribution Process): vusd mRikn

tSls ,dLo }kjk lajf{kr mRikn] thvks ,oa thus nks dh uhfr esa fo'okl j[kus okys mRikndksa ds mRikn] Hkkjhek=kk esa czkaM foKkiu ij [kpZ djus okys mRikndksa ;k forjdksa ds mRikn] ,dkf/kdkjh fLFkfr okys mRikn vkfn

mRiknu&forj.k izfØ;k ds vFkZ'kkL=k }kjk lajf{kr ,oa ekxZnf'kZr gksrs gSa vkSj mRikn thou pØ ds izfrudkjkRed izofÙk iznf'kZr djrh gSaA

¼c½ uo&mRikn ifjHkk"kk (Definition of New Product): uo&mRikn fdls ekuk tk;s] mldh D;k ifjHkk"kk gksldrh gS\ bl fLFkfr us Hkh mRikn thou pØ dks 'kafdr cuk fn;k gSA O;ogkj esa] vf/kdrj mRikn u;s u gksdj

la'kksf/kr mRikn gksrs gSaA blfy, ;g fu/kkZfjr djuk dkQh dfBu gS fd dc ,d u;k mRikn viuh pØ dh ifjfèkls xqtj jgk gS vkSj dc og vius ekr&mRikn (Mother Product) ds thou pØ dh ifjf/k ds vklikl ?kwe

jgs gSa\ bl fLFkfr us mRikn thou pØ dh fopkj/kkjk ds izfr 'kadk;sa iSnk dh gSa vkSj mlds egÙo dks de fd;kgSA mnkgj.k ds fy,] fQYVj flxjsV lknk flxjsV dh rqyuk esa la'kksf/kr mRikn ekuk tk;s ;k u;k mRikn] jaxhu

Vsyhfotu dks dkys ;k lQsn Vsyhfotu dh rqyuk esa la'kksf/kr mRikn ekusa ;k u;k mRikn vkfn fLFkfr;k¡ mRiknthou pØ fopkj/kkjk dh mikns;rk dks lUnsg dh nf"V ls ns[krh gSA

¼l½ orZeku mRiknksa dh rqyuk esa uo&mRikn fodkl ij vf/kd /;ku (More Emphasis on the Development

of New Product): mRikn thou pØ/kkjk mPp izcU/kdksa dk /;ku uo&mRikn izLrqrhdj.k dh vksj vfèkd

vkdf"kZr djrk gSA vuqHko crkrk gS fd uo&mRikn dh xzkgd LohÑfr izkIr djus ds fy, vf/kd le; yxrkgS rFkk vR;f/kd tksf[ke o [kpZ dk Hkkj lgu djuk iM+rk gSA16

¼n½ vusd mRiknksa ds thou&pØ dh voLFkkvksa dk fu/kkZj.k dfBu gksuk (Difficult to Determine the Stages

of the Life Cycle of Many Products): mRikn thou pØ esa of.kZr voLFkkvksa ds ckjs esa fuf'prrk ls dqN

ugha dgk tk ldrkA ;g Hkfo";ksfDr fd mRikn thou pØ vxyh voLFkk dc vk;sxh o fdruh vof/k dh gksxhrFkk ml voLFkk esa mRikn foØ; jkf'k fdruh gksxh] djuk ,d nq"dj dk;Z gSA

16 Forget the product life cycle concept – Nariman M. Dhalla & Yuspeh, Sonia, Harward Business Review Jan...-Feb., 1976, p.102

161mRikn thou pØ

¼;½ mRikn dh fcØh esa ifjorZu gksrs jguk (Changes in the Product Sale): dHkh&dHkh ;g ns[kus esa vkrk

gS fd mRikn dh fcØh dqN le; ds fy, de gksdj iqu% c<+us yx tkrh gS vFkkZr~ mRikn dh fcØh ?kVrh&c<+rhjgrh gSA ,slh ifjfLFkfr esa mRikn fdl voLFkk esa gS ifj'kq)rk ds lkFk crkuk dfBu dk;Z gksxkA

¼j½ vusd mRiknksa dh ifjiDork voLFkk dk yEck gksuk (Many Product have Long and Prosperious

Maturity Stage): dqN mRiknksa dh ifjiDo fLFkfr dh vof/k euq"; thou ls Hkh vf/kd jgh gS rFkk muds }kjkbu fLFkfr dks ikj djus dh lEHkkouk nf"Vxr ugha gksrh gS] mnkgj.kkFkZ ^Ldkp fOgLdh**] ^Ýsap ij¶;we** bR;kfnA

bl mi;qZDr of.kZr vkifÙk;ksa] vuqÙkfjr 'kadkvksa ,oa viokntud fLFkfr;ksa dh fo|ekurk ds ckotwn Hkh mRiknthou pØ fopkj/kkjk ,d egÙoiw.kZ fu;kstu midj.k gS ftldks Hkyh izdkj iz;qDr djus ij laLFkk viuhfoi.ku {kerkvksa ,oa lk/kuksa dk fonksgu visf{kr ykHkktZu njksa ds lkFk dj ldrh gSA ;gh ugha vfirq viusmRiknksa ds thou pØ dks yEck djus ,oa Lo;a dh izfrLi/khZ fLFkfr dks lqn<+ cuk;s j[kus ds fy, mRikn thoupØ fopkj/kkjk dk mi;ksx dj ldrh gSA blfy,] mRiknksa ds thou dks yEck cukus] foi.ku dk;ZØeksa ds fuekZ.kdks izHkkoh cukus] ykHkksa ds iwokZuqeku yxkus rFkk QeZ dh foi.ku {kerkvksa o lk/kuksa ds lnqi;ksxh fonksgu dkslEHko cukus dh nf"V ls mRikn thou pØ fopkj/kkjk fu%lUnsg ewY;oku gSA

vkdZ isVu vius ys[k esa fy[krs gsa fd vusd dEifu;ksa dh Hkkoh mRikn fonksgu jhfr&uhfr ds fu;kstu esa mRiknthou pØ fopkj/kkjk ewY;oku lkfcr gqbZ gSA mnkgj.k ds fy, tujy eksVlZ ds bl izkjfEHkd fu.kZ; us fd HkkohlQyrk ds fy, ,d lqn<+ O;kikfjd laxBu vko';d gS] dEiuh dks ,d egÙoiw.kZ izfrLi/khZ gfFk;kj miyCèkfd;k tcfd vkVkseksckbYl ifjiDork dh voLFkk ij igqap pqdh FkhA blh rjg] LVSokVZ&okjuj] jsfFkvu ,oaLVªksecxZ&dkyZlu dEifu;ksa us Vsyhfotu mRiknu ds {ks=k ls Vsyhfotu mRikn dh ifjiDork voLFkk dsizkjfEHkd pj.k esa gh gVus ds tks fu.kZ; fy;s os crykrs gSa fd mRikn thou pØ ds ncko muds fo#) dk;Z'khyFksA17 ;g dFku Li"V djrk gS fd tks dEifu;k¡ vius mRiknksa ds thou pØ dh voLFkkvksa dks Hkyh izdkj le>ysrh gSa os lQyrk izkIr djrh gSa rFkk tks ugha le> ikrh gSa mUgsa uqdlku mBkuk iM+rk gSA mnkgj.k ds fy,ftu dEifu;ksa us xSl&jsÝjhtjsVj ds ifjiDork voLFkk esa igqap tkus ds ckn Hkh mlds mRikn dk forj.k dkfu.kZ; fy;k mUgsa vfUrer% gVuk iM+kA vr,o] foi.ku izcU/kdksa dks mRikn thou pØ dk Kku gksuk vko';dgS rkfd os mRikn ds foi.ku dk Hkyh izdkj ls izcU/k dj ldsa vkSj mldh irukoLFkk dks yEcs le; rd dsfy, LFkfxr dj ldsa vFkok mi;qDr le; esa ,d u;s mRikn ds lkFk cktkj esa izfo"V gks ldsa vFkok le; ijcktkj&{ks=k ls gV ldsaA

MkW0 ch- ch- dUly mRikn thou pØ fopkj/kkjk ds egÙo dks Hkkjrh; lUnHkZ esa Lohdkjrs gq, fy[krs gsa fdfdl izdkj ,d fo[;kr Hkkjrh; dEiuh tks fd lkcqu cspus dk dk;Z djrh Fkh vius mRikn ds thou pØ lsvufHkK gksus ds QyLo:i ?kVrh gqbZ fcØh dk dkj.k ugha tku ik;h vkSj cktkj dk fonksgu ugha dj ldhAdUly fy[krs gSa fd dqN o"kZ iwoZ dEiuh dk foØ;&oØ vuqdwy Fkk ftls ns[kdj dEiuh lapkydksa ,oaizcU/kdksa dks izlérk Fkh fd dherksa esa of) gksus ds mijkUr Hkh foØ; c<+ jgk gSA fdUrq] ;dk;d lkcqu dh fcØhde gks x;h vkSj dEiuh&lapkydksa }kjk bldk dkj.k iwNs tkus ij foi.ku izcU/kdksa us fLFkfr u le> ikus dhckr crykbZA oLrqr% fcØh de gksus dk dkj.k muds }kjk foi.ku uhfr esa fd;k x;k ekewyh ifjorZu Fkh ftlds}kjk mlus foØ; laxBu dks lkcqu ds u;s cktkjksa esa izos'k djus ij vfrfjDr Je o /ku O;; u djus dk funZs'kfn;k FkkA ;fn foi.ku izcU/kd mRikn thou pØ dh voLFkkvksa ls iwjh rjg fHkK gksrk rks foØ; esa deh ughavk ikrh] D;ksafd mRikn thou pØ ds vkpj.k dks tkuus okys bl rF; ls ifjfpr gksrs gSa fd c<+rh gqbZ dhersalUrks"kizn foØ;&izofÙk esa ck/kk Mky ldrh gSa vkSj u;s cktkjksa dh [kkst vFkok vU; mi;qDr foi.ku&jhfr&uhfrdk ç;ksx mRikn&thou pØ esa uo jDr lapkj ds fy, ijeko';d gSA

17 Ibid, op, cit.

foi.ku ds fl)kUr162

la{ksi esa] ;g dgk tkrk gS fd vf/kdka'k mRiknksa dk thou pØ gksrk gS rFkk ,sls pØ dh fofHké voLFkkvksa dkKku izcU/k le;kuqdwy jhfr&uhfr;ksa dh iz;qfDr ,oa mudks ifjofrZr djus esa lg;ksx djrk gS rkfd vf/kdreykHk vftZr fd;s tk ldsaA

mRikn thou pØ ds nkSjku foi.ku O;wgjpuk;sa

(Marketing Strategies During the Product Life Cycle)

izca/kd vius Lo;a ds foi.ku dk;ZØe dk fu;kstu dh izR;sd voLFkk esa Kku ds vkn'kZHkwr vH;kl ds funZs'ku esa mi;ksxdjrk gSA ;|fi ;g Kku okLro esa ;g ugha crkrk fd izca/kd dks D;k djuk pkfg,A la{ksi esa oLrq thou pØ dk fopkj;g gS fd fdlh oLrq dh izfrLi/kkZ ,oa cktkj esa thou pØ ds le; D;k fLFkfr jgsxhA foi.kudrkZ thou pØ dks le>rsgq, ;g iz;Ru djrk gS fd fdl rjg ls bldks vf/kd ls vf/kd c<+k;k tk ldrk gSA oLrq thou pØ dh izR;sd voLFkkls foi.ku dh eq[; fo'ks"krk,as fuEu gSa%&

izkjfEHkd voLFkk (Stage of Infancy)

1. mRiknu {kerk dks c<+kus esa foyac (Delay in increasing productive capacity)

2. rduhdh leL;k (Technical problems)

3. xzkgd dks oLrq miyC/k djkus esa nsjh] fo'ks"kdj QqVdj foØsrk }kjk mfpr forj.k djus esa nsjh (Delay in making

product available to customers–delay in distribution)

4. xzkgd viuh [kjhnus dh vknr ds Lo:i esa ifjorZu esa v:fp izdV djrk gSA (Customers hesitant in

changing preference)

¼v½ bl dky esa izorZu O;; vdlj foØ; ds vuqikr ls vf/kd gksrs gSa ;g blfy, ugha gksrk fd foØ; de gS cfYdvf/kd blfy, gS fd izorZu iz;Ru mPp Lrj ds gSaA mPp Lrj dh vko';drk fuEu ds fy, gSA

laHkkfor xzkgdksa dks ubZ vkSj vutku oLrq ds ckjs esa lwpuk nsukA oLrq dks izHkkfor djus ds fy, tkap] QqVdjnqdkuksa esa forj.k djus ds fy,A

¼c½ izkjafHkd voLFkk ds le; esa lkekU;r;k ewY; Å¡ps gksrs (Cost in high) D;ksafd lkisf{kr mRiknu njksa ds de gksusls ykxr vf/kd gksrh gSA mRiknu dh rduhdh leL;k ds ckjs esa iwjk Kku ugha gksrkA Hkkjh izorZu [kpkZsa dks iwjkdjus ds fy, mPp ekftZu pkfg, tks fodkl ds fy, vko';d gaSA

5. izfrLi/khZ de (Few competitors) gksrs gSaA

6. Åaph vk; lewg dks fcØh (Sales to higher income groups)

7. izkjafHkd ekax esa of) (Primary demand cultivation)

8. lhfer forj.k (Limited distribution)

dqN mRikn ,sls Hkh gksrs gSa tks izkjafHkd voLFkk esa gh lekIr gks tkrs gSa&mnkgj.k ds fy, 1. tkok LdwVj tks izkjafHkdvoLFkk esa gh u py ldkA 2. fju lksuk ;g lkcqu dk pwjk Fkk&tks izkjafHkd voLFkk esa gh lekIr gks x;kA

fodkl dh voLFkk (Stage of Growth)

vxj mRikn lQy gksrk gS] rks foØ; rhoz xfr ls c<+uk izkjaHk gksrk gSA yksx oLrq ds ckjs esa tku tkrs gSa vkSj mls ikusds fy, iz;Ru djrs gSaA izorZu O;; iw.kZr;k Åaps jgrs gSa] ;|fi os foØ; ds lkFk vuqikr esa de gksrs tkrs gSa D;ksafd foØ;rst xfr ls c<+rk gSA foØ; ds lkFk foi.ku O;; esa vkuqikfrd deh gksrh gS tks bl voLFkk esa Åapk ykHk iznku djusds fy, egRoiw.kZ ;ksxnku gSA

daiuh vf/kdre ykHk izkIr djus ds fy, ewY; Åaps j[krh gS rc rd 1. ;g fo'okl j[krh gS fd bl voLFkk esa de lsde ewY; ls cktkj esa vR;ar vf/kd ek=kk esa izos'k dj ldsaxsA 2. mlds ikl i;kZIr mRiknu dh {kerk gS ;k vf/kd {kerk

163mRikn thou pØ

gSA 3. izfrLi/khZ cktkj esa vkuk izkjaHk dj nsaxs blfy, og cktkj esa de ewY; j[kus dh bPNk j[krh gSA tc rd ewY;i;kZIr :i esa foØ; u c<+k ns] rhoz xfr ds fodkl dh voLFkk esa ;g ykHk ds Lrj dks de djrk gSA gj ekeys esa blvoLFkk ds le; esa ewY; dks de djus dh izofÙk gksrh gSA

LVqvkV o Vsyj ds vuqlkj fodkl voLFkk dh nwljh fo'ks"krk,a bl izdkj gSa%&

1. dbZ izfrLif/kZ;ksa esa of)] 2. dqN eq[; mRiknksa esa lq/kkj] 3. js[kk mRiknu i)fr] 4. nwljs cktkj foHkktukssa esa izos'k]5. forj.k ds fudkl esa of) gksuk] 6. O;olk;h cgqjs[kh; uhfr dks viukrs gSa] 7. pquh gqbZ ekax esa of)A

ifjiDork dh voLFkk (Stage of Maturity)

var esa foØ; dh of) dh xfr /khjs&/khjs de gks tkrh gS vkSj ml fcanq rd igaqp tkrh gS tgka dbZ laHkkfor xzkgd oLrqdk mi;ksx dj pqds gksrs gSaA ;g ewY; esa deh O;kikfjd lhek vkSj ykHk dks ?kVkus ij tksj nsrh gSA detksj izfrLi/khZm|ksx dks NksM+ nsrs gSaA foØ; var esa mu Øsrkvksa dh iqu% de nj dks fuf'pr djrk gS tks mRikn dks larq"V ikrs gSaA okLroesa foØ; tula[;k of) vkSj vk; esa of) ls lacaf/kr gksrk gSA

;g fodkl dh voLFkk ls yEch voLFkk gksrh gS] ;g foi.ku izca/k dqN eq[; pqukSfr;ksa dks j[krh gSA dbZ mRikn thoupØ esa ifjiDork dh voLFkk eas gksrs gSaA blfy, vf/kdka'kr% foi.ku izca/k bl ifjiDo mRiknksa dk O;ogkj djrk gSAbl dky esa izeq[k izfrLi/khZ vPNk iz;kl djrs gSa] mudh foi.ku uhfr vkSj czkaM /kkj.kk vPNh rjg ls tkuh tkrh gS vkSjxzkgd dh HkfDr vkSj cktkj va'k LoPNrk ls fLFkj gksrs gSaA ykxr ds fudV rd ewY; fxjrs gaSA bl izdkj ykHk lheklkekU; Lrj rd de gks tkrh gSA

bl dky esa izorZu O;; foØ; ds lkekU; vuqikr rd igqap tkrs gSa tks mRiknu ykxr dh nf"V ls lgs tk ldsaA dbZizfrLi/khZ yxHkx izorZu dk [kpZ foØ; ds leku vuqikr esa [kpZ djrs gSa vkSj dqN blesa of) djus dk lkgl djrs gSaAos vuqHko djrs gSa fd laiw.kZ m|ksx esa ykxr ls vf/kd izorZu Hkkj ls os dsoy vLFkk;h ykHk gh izkIr dj ldsaxsA bldsLFkku ij izfrLi/khZ fn, gq, izorZu ctV dk mÙke mi;ksx djus dk ekxZ [kkst ysrs gSaA mÙke foKkiu lk/ku dh [kkstds iz;Ru ds fy, O;; fd;k tkrk gS] tks Lej.kh; vkSj vkd"kZd gks QeZ ds vuqdwy cktkj va'k dks vkd"kZd cukrs gSaAizorZu ctV dk cM+k Hkkx xzkgd vkSj O;kikj O;ogkj ij [kpZ fd;k tkrk gSA

fo'ks"k :i ls ewY; de ¼uje½ vkSj mRikn foHkktu ds fy, izfrLi/kkZ ls izfrLi/khZ vk'kk blesa ,d :irk gksrh gSA

bl dky esa dbZ daifu;ka 1. mRikn ds u, mi;ksx] 2. ubZ mRikn ds rRo vkSj 'kq)rk] vkSj 3. cktkj foHkktu esa of)ds fy, eq[; :i ls vk'kk j[krh gSA ukbyksu dh lQy [kkst u, mi;ksx ds fy, foØ; vkSj ykHk dks iwjk djus ds fy,ifjiDo voLFkk esa gqbZ FkhA

nwljk ifjiDo mRikn tSls] miHkksDrk fVdkÅ mRikn ds u, mi;ksx ds vf/kd lhfer volj gksrs gSa vkSj bl izdkj fuekZ.kfoi.kdrkZ ubZ mRikn ds rRo ;k cktkj foHkktu ds fy, mRlqd jgrs gSaA

fxjkoV ;k deh dh voLFkk (Stage of Decline)

dbZ mRikn ds izk:i vkSj czkaM var esa foØ; fxjkoV ds dky esa izos'k djrs gSaA mRikn ds thou pØ esa fxjkoV dh voLFkkesa igqapus ij mldh tkap dh tkrh gS vkSj foi.ku dk;Z dfeZ;ksa }kjk bu ekiksa dks dke esa ykuk pkfg, ¼v½ mRikn dsu, mi;ksxksa dh [kkst] ¼c½ mRikn ds foØ; ds fy, u, cktkj esa izos'k] ¼l½ mRikn esa lq/kkj ;k ifjorZuA

Åij crk, x, eq[; LoHkko oLrq dh fxjrh gqbZ voLFkk ;k deh dh voLFkk rd igaqapus ls jksd ugha ldrs blfy,izfrLièkhZ cktkj esa yach ekspkZcanh ubZ oLrq ds fodkl dh gksuh pkfg,A tSls gh mRikn fxjkoV dh voLFkk esa igaqprh gSdaiuh dks izFke u, mi;ksx] u, cktkj vkSj ifjorZu ds iz;kl] vkSj f}rh; fQj ls u;s mRiknksa ds fodkl dh O;oLFkkdjuh pkfg,A

foi.ku ds fl)kUr164

mRikn thou pØ dh mi;qZDr O;k[;k ls ge fu.kZ; fudkyrs gSa fd mRikn thou pØ fopkj/kkjk foi.ku dk;ZdrkZvksads fy, egRoiw.kZ lk/ku gSa ftls os cktkj iwokZuqeku] fu;kstu vkSj fu;a=k.k ds mi;ksx esa ykrs gSa ;|fi ;g vuqeku djukcgqr dfBu gS fd dc rd fo'ks"k mRikn ml fo'ks"k pj.k rd igqapsxh] izcU/kd dks tkuuk pkfg, fd u;s mRikn ifjiDorkvkSj fxjkoV dh voLFkk rFkk bu Lrjksa ls lacaf/kr leL;kvksa rd vo'; igqapsxhA mRikn thou pØ izR;sd voLFkk dhizfrLi/kkZ foi.ku ekspkZcUnh dh lwpuk,a iznku djrk gS] blfy, izca/kd u, mRiknksa ds mi;ksxksa] u, foi.kh;ksa rFkk mRiknifjorZu ds laca/k esa iwoZ ;kstuk,a cuk ldrk gSA

Hkkjr esa mRikn fodkl dk foLrkj

(Extent of Product Development in India)

fodkl LokHkkfod :i ls gksus okyh ?kVuk gSA izR;sd mRikn dk fodkl gksrk gSA lekt dk fodkl gksrk gSA

mRikn fodkl foLrr 'kCn gS vkSj lkekU;r% blds rhu :i gSa 1. u;s mRikn dk fodkl (New Product Development)

2. mRikn lq/kkj (Product Improvement), 3. mRikn ds u;s mi;ksx (New Uses of Product)A lk/kkj.k 'kCnksa esa gemRikn fodkl dks mu fØ;kvksa ls ifjHkkf"kr djrs gSa ftuds }kjk xzkgdksa dh ubZ fodflr bPNkvksa vkSj vko';drkvksadks mRikn ¼ifjofrZr½ ;k u;s mRikn dk fodkl ;k pkyw mRikn esa ifjorZu ls lacaf/kr fd;k tkrk gSA

orZeku foi.ku izca/k xzkgd iz/kku gS tks xfr'khy xzkgd ds lkFk lkFk vfuok;Z :i ls pyrk gSA Hkkjr esa orZeku esa ,slkdksbZ xzkgd] m|ksx ;k mRikn ugha gS tks xr chl o"kZ iwoZ FkkA ftu fofHké iqjkus mRiknksa dk vkt ge mi;ksx djrs gSa]

fp=k 9.4: mRikn dks fxjkoV fLFkfr ij igaqpus ls jksdus ds fy, iSekus(Measures to check a Product from reaching the declining stage)

fp=k 9.5: izfrLi/kkZ dk eqdkcyk djus ,oa mRikn thou pØ dks c<+kus ds fy, ubZ oLrq dks cktkj esa ykuk(Introduction of New Production in the Market to meet Competition and extend Product life cycle)

165mRikn thou pØ

os iqjkus mRiknksa ds leku ugha gS cfYd mueas lq/kkj ;k ifjorZu gqvk gSA vkSj blh izdkj dk ifjorZu Hkkjr ds izR;sdm|ksx esa gqvk gsA ns'k ds fofHké m|ksxksa esa mRikn fodkl o ifjorZu dk fooj.k fuEufyf[kr gS%&

1. lwrh oL=k m|ksx (Cotton Textile Industry): lcls igys lwrh oL=k m|ksx dks ysa&Lora=krk vkSj Lons'khvkanksyu ds iwoZ dkWVu m|ksx dh feysa lwrh oL=k vkSj [kknh nks izdkj dk oL=k cukrh FkhaA yfdu xr pkj ikapn'kdksa ls m|ksx us dbZ euq";ksa }kjk cuk;k Ñf=ke js'kk (Synthetic Fibre) tSls js;ku] Vsjhu] ikfyLVj] js'ks fefJrjs'ks] ok'k ,u fopj vkSj ("Easy care cloths") dk fodkl fd;kA

blds lkFk&lkFk rS;kj fd, oL=kksa (Ready made garments) dk Hkh cM+s foLrr :i ls fodkl gqvk gSA vcdjhc&djhc lc rjg ds vkSj lc izdkj ds xzkgdksa ds fy, oL=k feyrs gSa] tSls QqyisaV] flYd] VkbZ] deht]dqrkZ thUl] Vh 'kVZ vkfnA

2. twV m|ksx (Jute Industry): Hkkjr ds vk/kkjHkwr m|ksxksa esa twV m|ksx Hkh ,d gSA bl m|ksx esa Hkh foLrr :ils mRikn dk fodkl fd;k x;k gSA twV oLrq ds iajijkoknh mi;ksxksa esa tSls&iSfdax (Packing)] jLlh cukuk(Rope making) vkfn vkrs gSaA gky ds o"kkZsa esa twV ds u;s mRikn ,oa mi;ksx dk fodkl Hkkjrh; twV m|ksxvuqla/kku la?k (Indian Jute Industries Research Association) }kjk fd;k x;k gSA

vc twV m|ksx] pVkbZ nhokj <dus ds fy, (Wall Coverings) vkSj inkZsa ds fy, twV js'kksa dk mRiknu djrk gSAbl {ks=k ds vUrxZr orZeku esa vf/kd izdk'ke; vkSj uje twV js'kksa dk mRiknu gksrk gS tks iks'kkd fuekZ.k dsfy, mi;ksxh gSA vHkh Hkh twV ds u;s mRikn ds mi;ksx ds ckjs esa vuqla/kku fØ;k tkjh gSA

3. IykfLVd m|ksx (Plastic Industry): bl m|ksx us mRikn ds foLrr {ks=k dh O;oLFkk dh gS tgka foLrrmRiknu gqvk gSA IykfLVd mRikn fdlh Hkh izdkj ds mi;ksx ds fy, miyC/k gSA blus IykfLVd isij] /kkrq] Xykl]jcj] peM+k] oL=k vkSj isij vkfn miHkksDrk rFkk vkS|ksfxd mRiknksa dks izfrLFkkfir fd;k x;k gSA xr iPphlo"kkZsa ls IykfLVd m|ksx us dbZ ?kjsyw mi;ksxh mRiknksa dk fodkl fd;k gS tSls ckYVh vkfnA mlus lkt&ltkoVds mís'; ls Hkh dbZ mRiknksa dk fodkl fd;k gS] tSls IykfLVd ds Qwy] ewfrZ;ka] fp=k vkfnA iqLrd ca/ku(Binding) ds fy, Hkh IykfLVd dk mi;ksx fd;k tkrk gSA

4. lkSan;Z&izlk/ku m|ksx (Cosmetics Industry): lkSan;Z&izlk/ku mRiknksa dk Hkh nwljs {ks=k esa mPp lhek rdfodkl gqvk gSA mnkgj.k ds fy, <aMh ØhEl] fousf'kax psgjk lkQ djus dh ØhEl] 'kSEiw] /kksus dh nok (Lotions)

rjy eSdvi fofHké 'ksfoax Øhe] 'ksfoax ds ckn yxkus dk yks'ku] jstj CysM vkfnA

bl Js.kh esa dbZ ckyksa ds rsy] cky dks dkyk djus ds jax vkSj ckyksa dh Øhe vkfn vkrs gSaA VwFk isLV ¼nar eatu½dk fodkl xr nl o"kkZsa esa rhoz xfr ls gqvkA ge orZeku esa DyksjksfQy ¶ywjkbM ;qDr (Chlorophyl, Fluride ;qDr½VwFk isLV dke esa ykrs gSa tks orZeku m|ksx fodkl dk mnkgj.k gSA bUgha m|ksxksa esa okf'kax ,tsaV~l vkrs gSaA m|ksxus bl {ks=k esa dbZ oLrqvksa dk fodkl fd;k gSA tSls /kksus dk ikmMj] /kksus dh fVfd;k] rjy lkcqu] fofHké Lukudjus ds lkcqu ;k fXyljhu ;k dkjcksfud lkcqu vkfnA

Q'kZ lkQ djus okys ikfy'k ds {ks=k esa ;g m|ksx fodkl dh izkjafHkd voLFkk esa gSA bl {ks=k esa m|ksx us dqNoLrqvksa dk fodkl fd;k gS] tSls foe] ch> vkSj ,Dly budk mi;ksx jlksbZ ds crZu] Q'kZ] dVksjh ;k rLrjh/kksus] deksM ;k Mªsu ikbi ds fy, MhMksjsaV (Deodorant) nqxZ/kuk'kd ds :i esa vkSj nwljs LokLF; laca/kh midj.kksads fy, gksrk gSA

5. [kk| m|ksx (Food Industry): bl m|ksx us orZeku esa mRikn fodkl dk vPNk foLrkj fd;k gSA cPpksa dsHkkstu] Msjh dh oLrqvksa] eqjCck] U;wVªhu ¼iks"kd vkgkj½ ikmMj] mPp izksVhu ;qDr vkgkj&inkFkZ vkSj feBkbZ;ksa dkfodkl fd;k gSA

'kjkc us dqN pedhys mnkgj.k is'k fd;s gSaA ;g tkudj vk'p;Z gksxk fd Hkkjr us fOgLdh vkSj ftu dh fo'oizfr;ksfxrk esa flYoj esMy dk buke thrkA fdlh dks Hkh Lo.kZ esMy ugha fn;k x;kA

foi.ku ds fl)kUr166

6. nokbZ;ka (Medicines): nokbZ;ksa ds {ks=k esa cgqr vuqla/kku gks jgs gSaA fofHké dBksj nokvksa dk fodkl gqvk gS]tSls isuflfyu ds batSD'kUl vkSj lsaVªy ujol flLVe vkSj ân; jksxksa ls lacaf/kr nokbZ;ka o izfrtho(Antibiotics) vkfn dk fodkl gqvk gSA

bu tfVy nokbZ;ksa ds lkFk fofHké ?kjsyw nokbZ;ksa dk Hkh fodkl gqvk gSA dbZ iqjkuh nokbZ;ksa esa muds lw=k vkSjifj.kke esa Hkh lq/kkj vkSj ifjorZu gqvk gSA êkbØksQkbu,Lizks** blds fy, mÙke mnkgj.k gSA orZeku esa LokLF;lq/kkjd vkSj iqf"Vdj oLrq,a Hkh miyC/k gSaA tSls dEiyku] ohok] Qsjksy] gkSjfyDl] QSjDl] izksfVuSDl vkfnAizksVhu fcLdqV vkSj foVkfeu dh xksfy;ksa dk orZeku esa fodkl gqvk gSA

7. iz;kstuh; ;a=k m|ksx (Household Equipments): ;g fuLlansg fodkl'khy] lq/kkjk tkus okyk vkSjiforZu'khy m|ksx gSA ge izR;sd ekg ubZ fMtkbu] u, ekWMy ds jsfM;ksa vkSj VªkaftLVj ns[krs gSaA xzg midj.ko crZu m|ksx ds {ks=k esa LVsuysl LVhy] fgUMsfy;e vkSj IykfLVd midj.k dk fodkl gqvk gSA tSls izs'kj dqdj]ghVj] feDlh VksLVj] bysfDVªd dsVyh] vksoUl vkSj fofHké LVksoA tyok;q fu;a=k.k ds midj.k dk fodkl orZekuesa gqvk gSA tSls dqdj] jsÝhtjsVj] ,;j daMh'kulZ] :e ghVj] okVjdwyj vkfnA

jsfM;ks] VªkaftLVj vkSj fjdkMZ&Iys;lZ vkfn lc oLrqvksa dk vf/kd fodkl gqvk gSA orZeku fodkl dh izofÙkjsfM;ksxzke VsifjdkMZ vkSj LVhfj;ks flLVe dh vksj gSA Vsyhfotu m|ksx mRikn fodkl ds mPp foLrkj dk nwljkorZeku mnkgj.k izLrqr djrk gSA ;g m|ksx rhoz xfr ls fodkl dj jgk gSA

8. vkS|ksfxd eky (Industrial Products): vkS|ksfxd mRiknksa ds {ks=k esa gekjs m|ksx rhoz xfr ls fodkl dj jgsgSaA e'khu midj.k ,d mnkgj.k gSA xr nks n'kkfCn;ksa esa e'khu vkSj Vwy tSls Grinders, Drills, Lathes vkSjElectric Hammer vkfn dk fodkl gqvk gSA

bysfDVªd e'khu vkSj midj.kksa ds {ks=k esa Generators, Oil Engines, Electric Motors, Transformers, Fuse

System midj.k ds lkFk gh Thermal Hydraulic Power Plants dk Hkh fodkl gqvk gSA

ySai ds {ks=k esa ge djhc izR;sd izdkj ds mís'; ds fy, ySai miyC/k dj ldrs gSa] tSls jksM ykbfVax ySai] tujyykbfVax ySai] ¶yksjLdsaV cYc vkSj V~;wCl] edZjh cYc] uhvksu cYc] Vªsu ykbfVax ySai] xkfM+;ksa ds ySai] gSM ySaivkSj [knku ds mís'; ds fy, ySaiA

lans'kokgu ds ;a=k vkSj dk;kZy; midj.k esa fodkl] fofHké miyC/k oLrqvksa ds izfr&izHkkfor gksrk gSA tSlsvkVks&,Dlpsat] VsyhQksu] VsyhfizaVlZ vkSj bysfDVªd VkbijkbVj dk fodkl gqvk gSA

9. ifjogu ,oa lans'kokgu m|ksx (Transport & Communications Industry): u, ekWMy dh dkj] LdwVj]eksVj lkbdy] eksisM vkfn cgqrk;r ls cu jgs gSaA Hkkjrh; lkbdy dk dkQh fodkl gqvk gS vkSj bruk foLrkjgqvk gS fd ge ;w-,l-,-] ;wjksi ds ns'kksa vkSj dqN ,sf'k;u ns'kksa dks fu;kZr djrs gSaA ,d ;k nks izdkj dh NksVhdkjksa dk Hkh fodkl gqvk gSA

dsoy oLrq dk gh ugha] xr nks n'kkfCn;ksa esa fofHké lsokvksa dk fodkl vkSj lq/kkj Hkh gqvk gSA fofHké okf.kfT;dvkSj foÙkh; lsok,a] fdLe vkSj izeki laca/kh fu;a=k.k tSls ISI, Ag. mark, Sanforized vkfn] cSad vkSj chek lsok,avkfn bu lcdk fodkl vkSj lq/kkj gqvk gSA lans'kokgu lsokvksa ds fodkl dk foLrkj Hkh foy{k.k gSA ge tkursgSa fd jkt/kkuh vkSj fofHké 'kgjkas tSls ckEcs] dydÙkk] enzkl vkfn ds chp lh/kh VsyhQksu ykbusa gSa] vc rks ns'kds yxHkx lHkh NksVs&cM+s 'kgjksa esa lh/kh VsyhQksu lsok (STD) miyC/k gks xbZ gSA izlkj.k lsokvksa dk xr 25

o"kks± esa i;kZIr fodkl gqvk gSA vkdk'kok.kh dsanz rFkk izlkj.k dsUnz yxHkx iwjs ns'k esa LFkkfir gks x;s gSaA nwjn'kZulsok;sa Hkh ns'k dh 70% ls vf/kd tula[;k dks miyC/k gks xbZ gSsaA

lekpkj lsokvksa vkSj lekpkj i=kksa esa Hkh dkQh foLrkj ls fodkl gqvk gSA vktdy gekjs ikl Lo;a dh lekpkj,tsasfl;ka gSa] tSls (UNI, PTI) VsyhfizaVlZ] VsysDl rFkk QSDl flLVe ds fodkl ls gesa vf/kd tYnh vkSj rktklekpkj lsokvksa dh lqfo/kk;sa feyrh gSaA

167mRikn thou pØ

xr nks n'kkfCn;ksa esa foKkiu lsokvksa vkSj foKkiu esa Hkh fo'kky iSekus ij fodkl gqvk gSA bl {ks=k esa orZekufodkl jsfM;ks ,oa Vsyhfotu }kjk foKkiu gSA

ifjogu m|ksx Hkh vf/kd ihNs ugha gSA bl m|ksx esa Hkh lsokvksa dk fodkl mPp f'k[kj rd gqvk gSA Hkkjrh;jsyos dh orZeku rst vuqefr izkIr jkt/kkuh ,Dlizsl] 'krkCnh ,Dlizsl xkfM+;ka gSaA cgqr lh xkfM+;ka okrkuqdwfyrgSaA fnYyh&dydÙkk ds chp iw.kZ fo|qrhdj.k gks pqdk gSA 'kh?kz gh fnYyh&cEcbZ] cEcbZ&dydÙkk ds chp enzklds chp fo|qrhdj.k iwjk gks tk;sxkA dydÙkk 'kgj esa feVªks&Hkwfexr jsy lsok 'kq: gks xbZ gSA

vc jksM ifjogu dh lsok,a vf/kd izHkko'kkyh vkSj vf/kd ykHknk;d gSaA Vªd Hkkjr ds izR;sd vkSj fdlh HkhLFkku ij eky ys tkrs gSaA cl rks NksVs&NksVs xkaoksa esa Hkh tkus yxh gSaA

xr nks n'kkfCn;ksa esa ,d vkSj {ks=k ftlesa Hkkjr us [;kfr ik;h gS] og fQYe m|ksx gS Hkkjrh; fQYe m|ksx fdLevkSj izeki esa lq/kkj dj jgk gSA

Hkkjr dk fQYe m|ksx fo'o esa lcls cM+k gS tgka izfro"kZ cM+h ek=kk esa fQYeksa dk fuekZ.k gksrk gSA gekjh fQYeksaus fofHké fQYe lekjksgksa esa dbZ varjkZ"Vªh; buke thrs gSaA

la{ksi esa ;g xr 25 o"kkZsa ds fofHké Hkkjrh; m|ksxksa esa mRikn fodkl ds foLrkj dk ,sfrgkfld fooj.k gSA ;gfooj.k ;g izdV djrk gS fd 20-25 o"kZ iwoZ Hkkjr esa m|ksxksa dk tks :i Fkk oSlk vc ugha gSA lHkh m|ksxksa usrhoz xfr ls fodkl fd;k gS vkSj ns'k dh fodkl çfØ;k esa i;kZIr ;ksxnku fd;k gSA mUgksaus ?kM+h dh lwb;ksa dhrjg c<+rs gq, izxfr dj ns'k dk fodkl fd;k gSA

iz'u

(Question)

1. ^,d QeZ ds lEiw.kZ foi.ku dk;ZØe ds fy, mRikn fu;kstu vkjaHk LFkku gSA* foospu dhft,A

"Product Planning is a starting point for an overall marketing programme', Discuss it.

foi.ku ds fl)kUr168

v/;k;&10

dher fu/kkZj.k(Pricing)

O;olk; esaa ewY; fu/kkZj.k cgqr gh egRoIkw.kZ gSA bldk dkj.k ;g gS fd ewY; ekax ,oa iwfrZ nksuksa dks gh izHkkfor djrkgSA ;fn ewY; vf/kd gksrk gSA rks mldh ekax de gksrh gS ysfdu ;fn ewY; de gksrk gS rks ekax vf/kd gksrh gSA blh izdkjiwfrZ Hkh ewY; ls izHkkfor gksrh gSA oLrq ds ekSfnzd ewY; dksssss n'kkZus ds fy, dher 'kCn dk iz;ksx fd;k tkrk gSA

dher dk vFkZ(Meaning of Price)

,d lk/kkj.k O;fDr dh nf"V esa dher dk vFk Z ml jkf'k ls gS tks fd ,d mRikn ds Ø; djus ij nh tkrh gSA okLroesa *dher* dk vFkZ le>us ds fy, gesa dher ds lkFk&lkFk eqY; vkSj mi;ksfxrk 'kCnksa ds vFkZ dks Hkh le>uk vko';dgSA mi;ksfxrk (Utility) oLrq dh fo'kss"krk ;k xq.k dks dgrs gSa] tks mls vko';d lUrqf"V ds ;ksX; cukrh gSA nwljh vksj,d mRikn fofu;e }kjk ftrus mRiknksa dks vkd£"kr djus ;k izkIr djus dh 'kfDr j[krk gSA mls ifjek.kkRed :i esaizdV djuk gh ml mRikn dk eqY; dgykrk gSA

ifjHkk"kk(Definition)

okYVu gsfeYVu (Walton Hamilton) ds vuqlkj] Þdher mu lHkh n'kkvksa dk ekSfæd lkj gS tks ,d mRikn dk ewY; iznkudjrh gSAß

ewY; dk vFkZ fofHkUu izdkj ds O;kikfj;ksa ds fy, fofHkUu gSA tSls ,d fuekZrk dks tks izfrQy Fkksd O;kikjh nsrk gS ogfuekZrk ds fy, ewY; gSA Fkksd O;kikjh tks izfrQy QqVdj O;kikjh ls olwy djrk gS og Fkksd O;kikjh dk ewY; gSA blhizdkj miHkksDrk tks izfrQy QqVdj O;kikjh dks nsrk gS og QqVdj O;kikjh dk ewY; gSA

dher ds vax(Components of Price)

ykxr o ykHk feydj dher dk fuekZ.k djrs gSA fdlh mRikn ;k oLrq ds fy, yh tkus okyh dher ds fuEufyf[kr rhuvax gksrs gS&

1- ewy ykxr (Original Cost): ewy ykxr ls vk'k; dPps eky dh ykxr (Cost of Raw Materials) ls gSA

2- rS;kjh ykxr (Preparation Cost): ,d mRikn dks foØ; ;ksX; cukus ds fy, O;; dh tkus okyh jkf'k rS;kjhykxr dgykrh gSA

3- ykHk lhek (Profit Margin): blesa dsoy O;olk;h ds okLrfod ykHk dks gh lfEefyr ugha fd;k tkrk] cfYdfuEufyf[kr O;;ksa dks Hkh lfEefyr fd;k tkrk gS& v- lsok O;; (Service Expenses), c- foi.ku O;;(Marketing Expenses) rFkk iz'kklukRed O;; (Administration Expenses)A

v- lsok O;;&lsok O;; oLrq ds fufeZr gks tkus ds Ik'pkr~ fy;s tkrs gSaA mnkgj.k ds fy,] tc ,d fuekZrkxzkgdksa dks fu%'kqYd lqiqnZxh dh lqfo/kk nsrk gS rks bl ij fd;k tkus okyk fu%'kqYd izf'k{k.k] lykg vFkokvU; lsok,a blesa lfEefyr dh tkrh gSaA

169dher fu/kkZj.k

c- foi.ku O;;&oLrq dks xzkgdksa dh vko';drk ds vuq#Ik cukdj mlls xzkgdksa dh vko';drkvksa dks lUrq"Vdjus ij vkus okys O;; foi.ku O;; dgykrs gSaA

l- iz'kklukRed O;;&blesa vusd O;; lfEefyr fd;s tkrs gS] tSls _.k&Ik=k C;kt (Debentures interest),

cU/kd C;kt (Mortgage interest), lapkyd 'kqYd (Director’s fees), oS/kkfud O;; (Legal expenses),

dk;kZy; O;; (Office expenses), Mwcr _.k lap; (Provision for bad debts) vkfnA

foi.ku izfØ;k esa dher fu/kkZj.k dk egÙo(Importance of Pricing in Marketing Process)

izR;sd QeZ ds fy, mRiknksa vkSj lsokvksa dh dherksa dk r; djuk vko';d gksrk gSA dkj.k fd blds fCkuk mRikn o lsokvksadk Ø; foØ; lEHko ugha gks ikrkA mRikn lEcU/kh dher fufr;k¡ vkSj ewY; fu.kZ;u QeZ ds ykHk&gkfu dks izHkkfor djrsgSaA fdlh QeZ dh lQyrk ;k foQyrk mlds izcU/kdksa }kjk viukbZ tkus okyh dher uhfr;ksa o fu.kZ;ksa ls izHkkfor gksrhgSA vr% ,d QeZ ds fy, LoLFk dher uhfr;ksa ds fodkl ds egÙo dks bUdkj ugha fd;k tk ldrkA

foi.ku izfØ;k esa mRikn ewY; lEcU/kh fu.kZ;ksa dk fo'ks"k egÙo fuEu dkj.kksa ls gS&

1- dher foi.ku feJ.k (Marketing mix) ds pkj egÙoiw.kZ ?kVdksa&mRikn] LFkku] lao)Zu vkSj ewY; esa ls ,d ?kVdgS ftls foi.ku y{; dh izkfIr ds fy, ,d izHkko'kkyh vkStkj ds #Ik esa foi.ku izcU/k iz;qDr dj ldrk gSA^dher* xzkgdksa esa mRikn Nfo (Product image) dk fodkl djrh gSA *dher* mRikn ds izfr xzkgd /kkj.kk dksvuqdwy vFkok izfrdwy cukrh gSA1 blds vfrfjDr vusd foØ; lao)Zu rduhdksa ds ykxw djus ds Ik'pkr~ HkhmRikn dh fcØh bl ckr ij fuHkZj djsxh fd mldk ewY; visf{kr ewY; lhek esa gS ;k ughaA2 mRikn&fu;kstuHkh mRikn ewY; ls izHkkfor gksrk gSA mnkgj.kkFkZ] mRikn dh fdLe esa lq/kkj tc gh fd;k tk;sxk] tcfd xzkgdfdLe ds lq/kkj ds fy, vfrfjDr dher nsus dks rS;kj gksA ;fn fdlh mRikn dk ewY; mfpr ugha gS rks mldsforj.k esa dfBukbZ vk ldrh gSA dkj.k dh mldh fcØh ds fy, Ek/;LFk vklkuh ls ugha fey ikrsA mRikn dsfoKkiu vkSj oS;fDrd foØ;.k ij [kpZ dh tkus okyh jkf'k Hkh mRikn ewY; ls izHkkfor gksrh gSA vFkkZr~ ;fnoLrq esa bl izdkj ds O;;ksa dks mBkus dh {kerk gS rks ,sls O;; fd;s tk ldrs gS] vU;Fkk ughaA

2- mRikn dk ewY; mldh ek¡x dk fu/kkZjd gksrk gSA og QeZ izfrLi/khZ o cktkj va'k dks izHkkfor djrk gS]ifj.kkeLo#Ik mRikn&dher] QeZ dh vk; vkSj ykHkksa ij xgjk izHkko Mkyrh gSA QeZ dh vk; foØ; dh xbZbdkb;ksa vkSj bdkbZ&dher ds xq.kuQy ds cjkcj gksrh gSA foØ; dh xbZ bdkbZ;ksa dh ykxr dks muls izkIrvk; esa ls ckdh fudkyus ls ykHk jkf'k Kkr gks tkrh gSaA bl izdkj QeZ ds ykHk mRikn dh dherksa ij fuHkZjdjrs gSaA blds vfrfjDr fdlh lhek rd ykxrsa mRikn dh ek=kk dk ifj.kke gS vkSj ykxrsa Lo;a mudh dherksa}kjk ekih tkrh gSaA bl izdkj ykxr fu/kkZj.k Hkh dherksa ij fuHkZj djrk gSA

3- mRikn dh cktkj dher etnwfj;kas] fdjk;k&HkkM+k] C;kt vkSj ykHkksa dks izHkkfor djrh gSA bl #i esa dherlEiw.kZ vFkZO;oLFkk dh ,d cqfu;knh fofu;U=kd (Regulator) gSA mRiknu&ewY; QeZ ds lk/kuksa ds forj.k dksizHkkfor djrs gSA Å¡ph etnwfj;k¡ Je dks] Å¡ph C;kt njsa iw¡th dks] Å¡pk fdjk;k Hwkfe dks vkSj Å¡pk ykHk lkgfl;ksadks vkd£"kr djrk gSA

4- i¡wthoknh vFkZO;oLFkk esa dherksa dks ,d iz/kku fØ;k ekuk tkrk gSA ;g ,d /kqjh gSA ftlds pkjksa vksj vFkZO;oLFkkpDdj yxkrh gSA vr% dher fu/kkZj.k lEcU/kh fu.kZ;ksa esa fdlh izdkj dh viw.kZrk,¡ lEiw.kZ iz.kkyh esa vusd izdkjdh dfe;ksa dks tUe nsrh gSA

1. Kent B. Monroe : “Buyer’s Subjective Perception of Price”, Journal of Marketing Research, Feb. 73.

2. For details read Zarrel V. Lambert’s “Product Perception : An Important Variable in Price Strategy”, Journal of Marketing, Oct.

1970.

foi.ku ds fl)kUr170

5- fiNys dqN n'kdksa esa fo'oO;kih eqnzk LQhfr us mRikn&ewY; fu/kkZj.k dh egÙkk dks vkSj Hkh c<+k fn;k gSA eqæk&LQhfr dks fu;U=k.k esa ykus ds fy, fofHkUu i{kksa dk dk /;ku mRikn ewY;ksa ds fu;U=k.k dh vksj vkd£"kr gqvkgSA vusd ns'kksa dh ljdkjksa us vko';d oLrqvksa ds ewY;ksa dks fu;fer vkSj fu;fU=kr djus ds fy, fu;e cuk,gSaA bl izdkj fdlh QeZ dh ewY; fufr;k¡ ljdkjh fu;eksa] fu;U=k.kksa rFkk gLr{ksiksa dks vkd"V djrh gSaA

vHkkoxzLr vFkZO;oLFkkvksa vkSj fodkleku jk"Vªksa esa mRikn&dherksa ij vkSj Hkh fo'ks"k /;ku nsus dh vko';drkgksrh gSA dkj.k fd ,slh vFkZO;oLFkkvksa vkSj jk"Vªksa eas ,d vksj mRiknu ds lk/ku de gksrs gSa rks nwljh vksjvfèkdrj tuLka[;k xjhc gksrh gSA

6- ewY; uhfr;k¡ Hkkoh fu.kZ;ksa esa leUo; dk dk;Z bl izdkj djrh gSa fd QeZ ds y{;ksa dh iwfrZ dh tk ldsA QeZds mRikn ewY;ksa esa vusd i{k izHkkfor gksrs gSa tSls&e/;LFk] iw£rdÙkkZ] ljdkj] dEiuh ds izcU/kd] deZpkjhmiHkksDrk bR;kfnA vr% dher fu.kZ;ksa dks cM+s /;ku ls ysus dh vko';drk gksrh gSA

7- foi.ku ewY; uhfr;ksa dh egÙkk ml cktkj LFkku dh fo'ks"krkvksa ij fuHkZj djrh gS tgk¡ foi.ku mRikn dk foØ;djuk pkgrk gSA mu cktkjksa esa tgk¡ dM+h izfrLi/kkZ] u;s mRikn izos'k dh vf/kd vkofÙk] izfrLif)Z;ksa ds ykxr<k¡ps esa vUrj gksrk gS ogk¡ ewY; fu/kkZj.k dk fo'ks"k egÙo gksrk gSA

dher fu/kkZj.k ds mís';(Pricing Objectives)

dsiyu vkSj Mhjyke }kjk fd;s x;s vuqlU/kkuksa ls Kkr gksrk gS fd ,d laLFkk fuEu mís';ksa esa ls fdlh dks vk/kkj ekudjvius mRikn dk ewY; fu/kkZj.k djrh gSA3 &

(i) fofu;ksx vFkok 'kq) fcØh ij yf{kr izfrQy dh nj (Target Rate of Return on Investments or on

Net Sales): vusd Qes± fofu;ksftr iw¡th ij vFkok 'kq) fcØh ij ,d iwoZ fuf'pr nj ls ykHk dekus dk mís';r; dj ysrh gSA mRikn&dher fu/kkZfjr djrs oDr ;g /;ku esa j[kk tkrk gS fd mRikn dh dher ,slh vo';gks ftlds }kjk iwoZ&fu/kkZfjr nj ls ykHk dek ldsA QeZ blh ykHk&nj ls lUrq"V jgrh gS] ;|fi gks ldrk gSfd vU; ewY;ksa ij QeZ dh ykHk nj vf/kd vkrh gksA ;g uhfr mu laLFkkvksa }kjk viukbZ tkrh gS tks viusvkS|ksfxd {ks=kksa esa usrk gS vFkok ftUgsa {ks=k&fo'ks"k esa mRikn cspus dk laj{k.k izkIr gSA

(ii) ewY; fLFkjrk (Price Stabilisation): fofHkUu laLFkkvksa dk m)s'; ewY;ksa es fLFkjrk cuk, j[kuk gksrk gS rkfdmRikn esa xzkgdksa dk fo'okl lnSo cuk jgsA bl izdkj dh uhfr viukus okyh laLFkk,¡ izk;% vius&vius {ks=kesa usrk gksrh gS vkSj muds mRikn&ewY; ,d fuf'pr vof/k ds fy, ifjofrZr ugha fd;s tkrsA ,slh laLFkk,¡ c<+rsgq, cktkj ewY; ds le; vius mRiknksa ds ewY; u dsoy fLFkj j[krh gSa cfYd muds ckjs esa foKkiu djokrhgSa rkfd xzkgd /kks[ks esa vkdj vf/kd ewY; u ns ikosaA ewY;&fLFkjrk dk mís'; izk;% lkekftd mÙkjnkf;Ro dhHkkouk dks ysdj vFkok Øsrkvksa esa QeZ dh izfr"Bk of) ds fy, fd;k tkrk gSA

(iii) cktkj fgLlk cuk, j[kuk vFkok mlesa of) djuk (Maintain or Improve Market Share): pw¡fd vusdQes± vius cktkj va'k dk fu/kkZj.k dj ysrh gSa rFkk dqN ifjfLFkfr;ksa esa fo'ks"kr;k mRikn dh c<+rh gqbZ ek¡x dsle;] cktkj va'k fdlh QeZ dh izxfr dk ,d vPNk |ksrd ekuk tkrk gS] blfy, ,d QeZ dk mís'; cktkjva'k dks cuk;s j[kuk vFkok of) djuk Hkh gks ldrk gSA

(iv) izfr;ksfxrk dk lkeuk djuk vFkok mls nwj fd;k tkuk (Meet or Prevent Competition): dbZ Qes±izfrLi)hZ mRiknksa ds ewY;ksa dks /;ku esa j[krs gq, Lo;a ds mRiknksa dh dherksa dks r; djrh gSa rkfd os izfr;ksxhQeks± ds lkeus fVd ldsaA vusd ckj ykxrksa ls Hkh ewY; uhps j[ks tkrs gaSA ijUrq ;g fLFkfr yEcs le; rd ughapy ikrh gSA vr% mRikn ykxrksa dks de djus dh ps"Vk dh tkrh gSA

3 ADH Kaplan, Joel B Dirlam and Robert F. Lonzilloitt, “Pricing Objectives in Large Companies’, American Economic Review,

Dec. 1958 pp. 921-948.

171dher fu/kkZj.k

(v) ykHkksa dks vf/kdre djuk (Maximise the Profits): vf/kdrj O;kolkf;d laLFkk,¡ vf/kdre ykHkktuZdjuk pkgrh gSaA vr% os ykHkksa dks vf/kdre djus ds mís';ksa dks /;ku esa j[krs gq, mRikn ewY; dk fu/kkZj.k djrhgSA

Qeks± }kjk ykHkksa dks vf/kdre djus dh izofÙk dks vDlj dj vPNh nf"V ls ugha ns[kk tkrk gSA vusd O;fDrfdlh QeZ }kjk ykHkksa dks vf/kdre djus dk vfHkizk; vf/kd ewY;ksa] ykHk[kksjh ,oa ,dkf/kdkj }kjk miHkksDrkvksads 'kks"k.k djus ls ysrs gaSA ;|fi bl izdkj dh /kkj.kk lnSo lgh ugha gksrh gSA fdlh QeZ }kjk vf/kd ewY; olwydjus vFkok mRiknu ij ,dkf/kdkj dh fLFkfr ds dkj.k oLrqvksa dh deh gksus ij LFkkukiUu oLrqvksa dk fodklgksus yxrk gSA oLrq eg¡xh gksus ij xzkgd Ø; dks Hkh LFkfxr dj nsrs gaSA lkoZtfud fojks/k Hkh c<+rk gS rFkkgLr{ksi dh lEHkkouk gksrh gSA blfy, vf/kd ewY; yEcs le; rd fVd ugha ikrsA

nh?kZdky esa ykHk dks vf/kdre djus dh uhfr] fuekZrk] miHkksDrk o lekt ds fy, ykHknk;d gksrh gSA dq'kyQes± jg ikrh gSa vkSj vdq'ky Qeks± dk dk;Z cUn gks tk ldrs gSA vf/kd ykHk dekus okyh Qeks± dh vksj iw¡thvkd£"kr gksrh gSA vf/kd ykHk gksus ij mRikn ds ewY; Hkh mfpr j[ks tkrs gSa vkSj izfr;ksxh Qeks± ds fodkl dsdkj.k mRikn dh iw£r cktkj ek¡x ds vuqdwy gks tkrh gSA blls miHkksDrkvksa dks mfpr dher ij oLrq,¡ cjkcjmiyC/k gksrh jgrh gSaA lekt ds lk/kuksa dk mi;ksx Hkh mu {ks=k esa gksrk gsS tks vf/kd ykHke;h gSA

nh?kZdky esa ykHk dks vf/kdre djus ds fy, Qeks± }kjk dbZ ckj izkjfEHkd o"kks± esa uqdlku lgu djuk iM+ ldrkgSA mnkgj.kkFkZ u;s cktkjksa esa izos'k ikus vFkok uo&mRikn dh ek¡x mRiUu djus gsrq dher de j[kh tkrh gSAek¡x mRiUu djus ds fy, fgUnqLrku yhoj fyfeVsM us RIN lkcqu dh dher izkjEHk esa blhfy, de j[khA cknesa ek¡x c<+ tkus ij dEiuh }kjk lkcqu dh dher c<+k nh x;hA

ykHk dks vf/kdre djus dk ,d rjhdk ;g Hkh gks ldrk gS fd QeZ vius vusd mRiknksa esa ls ,d mRikn dkewY; de j[kdj xzkgdksa dks vU; mRiknksa ds Ø; ds fy, Hkh vkd£"kr dj ldrh gSA mnkgj.kkFkZ] ,d diM+sdk nqdkunkj fdlh fo'ks"k izdkj ds diM+s dk ewY; de djus dk foKkiu dj xzkgdksa dks vkd£"kr dj ldrkgS vkSj mUgsa vU; izdkj ds diM+kas ds foØ; ds fy, izsfjr dj ldrk gSA

(vi) cktkj izos'kd (Market Penetration): dqN Qes± vius mRiknksa dh dher de j[krh gSa rkfd cktkj esa mudsmRiknksa dh ek¡x gks lds vkSj bl izdkj muds cktkj va'k esa of) dh tk ldsA mRikn dh dher dk de j[kktkuk fuEu ifjfLFkfr;ksa esa vuqdwy gksrk gS&

¼v½ cktkj dk cgqr gh ewY; lpsrd (Price sensitive) gksukA

¼c½ c<+rs gq, ek¡x ds fy, vf/kd mRiknu djus ls mRikn dh izfr bdkbZ ls ykxr de gks tkukA

¼l½ mRikn ewY;ksa esa deh fd;s tkus ij izfr;ksxh Qeks± dk fu:Rlkfgr gks tkukA

¼n½ u;s mRikn dks turk }kjk vius nSfud thou dk ,d vax cuk ysus dh lEHkkouk gksukA

(vii) cktkj eykbZ mrkjuk (Market Skimming): dHkh&dHkh Qeks± dk ;g mís'; jgrk gS fd os LFkkukiUu vFkokizfr;ksxh mRiknksa ds fodflr gksus ds iwoZ vius mRiknksa dks vf/kd ls vf/kd ewY; ij cspdj vf/kdre ykHkktZudjsA izfr;ksxh mRiknksa ds fodflr gksus ij ,slh Qes± vius mRikn dk ewY; de dj nsrh gSaA bl izdkj dh uhfrdk ykHk ;g gS fd QeZ }kjk yxk;k gqvk /ku tYnh ykSV vkrk gSA ;g uhfr fuEu ifjfLFkfr;ksa esa lQyrkiwoZdviuk;h tk ldrh gS&

¼v½ mRikn ds Øsrkvksa dk vf/kd ewY;ksa ls fo'ks"k izHkkfor u gksukA

¼c½ mRikn dh mRiknu ek=kk de gksus ij Hkh izfr bdkbZ mRiknu o forj.k ykxr esa vf/kd of) u gksukA

¼l½ vf/kd ewY;ksa ls izfrLi)hZ Qeks± dks fo'ks"k izksRlkgu feyus dh lEHkkouk u gksukA

¼n½ vf/kd ewY; dk vfHkizk; mRikn dh vPNh fdLe ls fy;k tkukA

foi.ku ds fl)kUr172

izkjEHk esa vf/kd ewY; ij oLrq cspus dh uhfr dk ,d egÙoiw.kZ ykHk ;g gS fd vxj oLrq u fcd ikos rksmlds ewY;ksa esa deh dh tk ldrh gS rkfd mlds foØ; esa of) gks ldsA blds vfrfjDr oLrqvksa ds ewY;ksaesa deh dj cspuk vklku gSA ijUrq ?kVs gq, ewY;ksa dks ckn esa c<+kuk dfBu gksrk gSA

vf/kd ewY; ij tks oLrq csph tkrh gS ml ij mlds cktkj dks fodflr djus ds fy, foKkiu vkSj lao)Zu[kpZ Hkh vf/kd fd, tk ldrs gSaA

(viii) udn olwyh (Cash Recovery): vusd Qeks± dh rjy fLFkfr vPNh ug° gksrh gSA dbZ ckj vusd mRiknksa dkHkfo"; Hkh lqjf{kr ug° yxrkA ,slh fLFkfr esa ;s Qes± vius mRiknksa dh udn fcØh dks izksRlkgu nsrh gSA buds}kjk mRikn dh udn fcØh o m/kkj fcØh ds fy, vyx&vyx ewY; bl izdkj j[ks tkrs gSa fd xzkgd udnØ; dh vksj izsfjr gks ldsA

(ix) mRikn iafDr lEo)Zu (Product Line Promotion): fdlh QeZ dk mís'; mRikn iafDr dh lHkh oLrqvksa dhfcØh c<+kus dk gks ldrk gSA bl nf"V ls QeZ fdlh egÙoiw.kZ] izekfir vkSj yksdfiz; mRikn dk ewY; de dj(Loss leader Pricing) xzkgdksa dks bl izdkj ds mRikn ds izfr vkd£"kr djrh gSA ijUrq lkFk gh lkFk ,sls mRiknds lkFk xzkgdksa ds fy, vU; ,sls mRiknksa dk Ø; djuk Hkh vko';d dj fn;k tkrk gS tks de yksdfiz; gSaAbl izdkj de yksdfiz; mRiknksa dh fcØh Hkh c<+ tkrh gS vkSj mRikn fo'ks"k esa gksus okyh vU; gkfu mRiknksadh fcØh c<+kdj iwjh dj yh tkrh gSA

(x) vU; mís'; (Other Objectives): ewY; fu/kkZfjr djrs oDr vusd Qes± vxz mís';ksa ls izHkkfor gksrh gSa&

¼v½ lekt dY;k.k dk mís';] ¼c½ fodykaxksa dh lsok] ¼l½ ck<+ ihfM+r {ks=kksa dh lgk;rk bR;kfnA

,d QeZ mijksDr mís';ksa dh iw£r ds fy, dqN fo'ks"k izdkj ds mRiknksa dk ewY; de j[krh gSA ewY; uhfr;k¡dHkh&dHkh xzkgdksa dh {kerk (According to customer’s ability to pay) ds vuqlkj ewY; olwy djus dsmís'; ls Hkh viuk;h tkrh gSA

ewY; uhfr;ksa ds izdkj(Types of Price Policies)

ewY; fu/kkZj.k ds fofHkUu mís';ksa ,oa ewY; iz'kklu dh vko';drkvksa ds vk/kkj ij ftu fofHkUu izdkj dh uhfr;ksa dksviuk;k tkrk gS mUgsa v/;;u dh lqfoèkkuqlkj fuEu Hkkxksa esa foHkDr fd;k tk ldrk gS&

(i) yphysiu ds vk/kkj ij

Flexibility Basis

yphysiu ds vk/kkj ij ewY; uhfr;ksa dks fuEu nks Hkkxksa esa ckaVk tk ldrk gS&

¼d½ ,d ewY; uhfr (One Price Policy): bl ewY; uhfr ds vUrxZr leLr Øsrkvksa ls ,d gh ek=kk esa Ø; dh tkusokyh oLrq ds fy, ,d gh ewY; fy;k gSA ,d ckj tks ewY; fu/kkZfjr dj fn, tkrs gSa muesa lkekU;r;k nh?kZdkyrd ifjorZu ug° fd, tkrsA mRikn ykxrksa ds c<+ tkus ij lk/kkj.kr;k mRikn&ewY;ksa esa ifjorZu u fd;k tkdj]mRikn ds iSdsV dks NksVk dj fn;k tkrk gSA bl izdkj ewY; uhfr ds fuEufyf[kr ykHk gSa&

1- Øsrkvksa ls ,d gh ewY; olwy djus ls foØsrk ykHk ,oa fcØh dk iwokZuqeku Bhd izdkj ls dj ikrs gSa&

2- xzkgdksa dks vkSj foØsrk dks eksy&rksy djus dh vko';drk ug° gksrh vkSj bl izdkj muds le; esa Hkhcpr gksrh gS rFkk foØsrk QeZ ds foi.ku O;; Hkh de gksrs gSaA

3- QeZ }kjk xzkgdksa ds lkFk HksnHkko dh lEHkkouk ug° jgrh vkSj bl izdkj ls xzkgdksa esa QeZ dh vPNh Nfodk fodkl gksrk gSA

bl ewY; uhfr dk eq[; nks"k ;g gS fd xzkgd ,d lk ewY; nsrs&nsrs mldk vknh gks tkrk gSA ewY;ksa esaFkksM+k ifjorZu djus ij xzkgdksa ij bl izdkj ds ifjorZu dk vPNk euksoSKkfud izHkko ug° iM+rkA

173dher fu/kkZj.k

¼[k½ yphyh ewY; uhfr (Flexible Price Policy): bl izdkj dh ewY;uhfr ds vUrxZr xzkgdksa ds vuqlkj mRiknds ewY;ksa dk fu/kkZj.k fd;k tkrk gSA nwljs 'kCnksa esa] ,d gh ek=kk esa mRikn Ø; djus ij xzkgdksa dks vyx&vyxewY;ksa ij mRikn cspk tkuk] bl uhfr dh izeq[k fo'ks"krk gSA fdlh xzkgd ls fy;k tkus okyk ewY;] mldh ns;{kerk] eksy&Hkko djus dh 'kfDr] xzkgd dk foØsrk ls lEcU/k bR;kfn ij fuHkZj djrk gSA izk;% ;g uhfrvizekfir oLrqvksa ds foØsrk] oL=k foØsrk] vukt foØsrk bR;kfn }kjk viukbZ tkrh gSA bl izdkj dh uhfr lsfoØsrk }kjk vyx&vyx xzkgdksa dks lUrq"V djus esa lgk;rk feyrh gSA

bl uhfr dk izeq[k nks"k ;g gS fd blds vUrxZr ,d foØsrk xzkgdksa dks lnSo ds fy, cuk ug° j[k ikrk( dkj.kfd xzkgd dks bl ckr dk irk yx tkrk gS fd mls nwljs xzkgd dh rqyuk esa mRikn eg¡xk feyk gSA bldsvfrfjDr bl izdkj dh uhfr viukus ij ,d QeZ dh izcU/kdh; fu;U=k.k esa Hkh dfBukbZ vkrh gSA

(ii) ewY; Lrj ds vk/kkj ij

Price Level Basis

ewY; Lrj ds vk/kkj ij r; dh xbZ ewY; uhfr;k¡ fuEu izdkj dh gksrh gSa&

¼d½ izfrLi/kkZ o feyu uhfr (Competition & Meeting Policy): bl izdkj dh ewY; uhfr ds vUrxZr ,d QeZ}kjk mRikn ewY; izfr;ksxh mRiknksa ds ewY;ksa o izfr;ksxh Qeks± }kjk dh tkus okyh izfrLi/kkZ dks /;ku esa j[kdjfu/kkZfjr fd;s tkrs gSaA izfr;ksxh QeZ }kjk ewY; vf/kd vFkok de fd;s tkus ij QeZ Hkh vius mRikn ewY;ksa esavuqdwy ifjorZu djrh gSA ;g uhfr vR;f/kd izfrLi/kkZ dh fLFkfr esa viukbZ tkrh gSA

¼[k½ cktkj&ewY;ksa ds v/khu vFkok Åij uhfr (Under or Above the Market Prices Policy): ^cktkj ewY;ksads v/khu uhfr* ls gekjk vk'k; cktkj esa izpfyr ewY;ksa dh rqyuk esa ,d QeZ }kjk mRikn dk ewY; de j[kstkus ls gSA bl uhfr dk mís'; cktkj esa 'kh?kz izos'k djuk vFkok cktkj dk foLrkj djuk gksrk gSA^cktkj&ewY;ksa ls Åij uhfr* dk vfHkizk; ml ewY; uhfr ls gS ftlesa ,d QeZ vius mRikn dk ewY; izpfyrcktkj ewY; ls vf/kd Å¡pk fu/kkZfjr djrh gSA bl izdkj dh uhfr mu laLFkkvksa }kjk viukbZ tkrh gS ftUgsa vius{ks=k esa [;kfr izkIr gks pqdh gS vkSj ftuds mRiknksa dh Nfo vPNh gSA bl uhfr dks viukus okyh laLFkk izk;%mRikn dh fdLe ds ckjs esa miHkksDrkvksa dks xkj.Vh nsrh gS vkSj bl lEcU/k esa foKkiu vkSj lEo)Zu ij Hkh QeZ}kjk vf/kd [kpkZ fd;k tkrk gSA mnkgj.kkFkZ] fycVhZ }kjk fu£er dehtsa izpfyr ewY; ls vf/kd ij csph tkrhgSaA

(iii) fo'ks"krk ds vk/kkj ij

Speciality Basis

fo'ks"krk ds vk/kkj ij ewY;&uhfr;k¡ fuEu izdkj dh gks ldrh gSa&

¼d½ yypkus okyh ewY; uhfr (Bait Pricing Policy): ;g og ewY; uhfr gS ftlesa nks fofHkUu ewY;ksa okys mRiknksadk fuekZ.k fd;k tkrk gS vkSj ,d mRikn dk de o nwljs mRikn dk vf/kd ewY; j[kk tkrk gSA loZizFke xzkgddks de ewY; okyk mRikn fn[kk;k tkrk gSA blds i'pkr~ vf/kd ewY; okyk mRikn fn[kkdj igys okys mRikndh dfe;ksa dks cryk;k tkrk gS rkfd xzkgd vf/kd ewY; okyk mRikn Ø; dj ysA bl izdkj foØsrk }kjk igysrks de ewY; okys mRikn dks fn[kkdj xzkgd dks vkd£"kr fd;k tkrk gS vkSj fQj mls vf/kd ewY; okys mRikndks Ø; djus ds fy, izsfjr fd;k tkrk gSA vr% bl ewY; uhfr dk mís'; xzkgdksa dks de ewY; okys mRiknksadh vksj vkd£"kr dj vf/kd ewY; okys mRiknksa dk foØ; djuk gksrk gSA

¼[k½ ewY; js[kk uhfr (Price Line Policy): bl ewY; uhfr esa ,d QeZ vius mRiknksa ds ewY; bl izdkj fuf'prdjrh gS fd nks ewY;ksa esa ,d fuf'pr vUrj cuk jgsA mnkgj.kkFkZ ,d pIiy cukus okyh QeZ pIiyksa ds ewY;Rs. 16, Rs. 18, Rs. 20, Rs. 22, Rs. 24, vkSj Rs. 26 fuf'pr djrh gS rks ,slh ewY; uhfr dks êwY; js[kk uhfr*dgk tkrk gSA bl izdkj dh ewY; uhfr r; djrs le; fofHkUu ewY;ksa esa vUrj vf/kd ug° j[kk tkuk pkfg,rkfd izR;sd izdkj ds xzkgdksa dh Ø; {kerk ds vuqdwy ewY; okys mRiknksa dh iw£r dh tk ldsA

foi.ku ds fl)kUr174

;g ewY; uhfr u dsoy ljy vkSj le>kus esa vklku gS cfYd blds }kjk Øsrkvksa dks mudh Ø; {kerk ds vuqdwymRikn miyC/k gksus dh lEHkkouk c<+ tkrh gS] vr% QeZ dh fcØh Hkh rhoz xfr ls gksrh gSA

bl uhfr dk izeq[k nks"k ;g gS fd mRikn ykxrksa ds ?kVus vFkok c<+us ds lkFk iwoZfu/kkZfjr ewY;ksa esa ifjorZu djuk,d dfBu dk;Z gSA

¼x½ iw.kZ mRikn js[kk ewY; uhfr (Full Product Line Price Policy): ,d laLFkk tc vusd mRiknksa dk fuekZ.kdjrh gS rks mlds fy;s izR;sd mRikn dh LFkk;h ykxr fudkyuk dfBu gks tkrk gSA bl izdkj dh ifjfLFkfresa iw.kZ mRikn js[kk ewY; uhfr viukbZ tkrh gSA bl uhfr ds vUrxZr mRiknksa dh ek¡x ds vk/kkj ij dqNsd mRiknksadh vf/kd dher] dqNsd dh de rFkk 'ks"k dh e/;e dher r; dj nh tkrh gS ftlls dqy LFkk;h mRikn ykxrfudy vkrh gS vkSj laLFkk ds ykHkksa esa of) gksrh gSA

¼?k½ eykbZ mrkjus okyh ewY; uhfr (Skimming Price Policy): bl uhfr ds vUrxZr mRikn dk ewY; vf/kdj[kdj vR;f/kd ykHkktZu dk iz;Ru fd;k tkrk gSA ;g ewY; uhfr mu mRiknksa ds fy;s Bhd gS ftUgsa orZekuesa fdlh izdkj dh izfr;ksfxrk dk lkeuk ug° djuk iM+rkA bl fof/k dks viukus ij ,d QeZ dks cgqr ykHkgksrk gSA u;s izfr;ksfx;ksa ds izos'k djus ij vFkok LFkkukiUu oLrqvksa dk fodkl gks tkus ij QeZ }kjk mRiknksads ewY;ksa esa deh dj nh tkrh gSA bl uhfr dks ykxw djus esa lcls cM+k Mj ;g gS fd xzkgd vf/kd ewY; ijmRikn Ø; ug° dj ikrs gSa rks lkjs iz;Ru O;FkZ gks tkrs gSaA QeZ dks nwljk Mj ;g Hkh jgrk gS fd vxj Hkfo";esa izfr;ksxh oLrqvksa dk fodkl gks tkus ij ewY; esa deh dj nh tk;s rks dg° xzkgd blls QeZ ds mRikn dhfdLe esa fxjkoV vkus dk vfHkizk; u yxk ysaA

¼p½ usrk vuqdj.k ewY; uhfr (Follow the Leader Price Policy): vxj ,d QeZ vius mRiknksa dk ewY; izfrLièkhZijUrq [;kfr izkIr QeZ ds mRiknksa ds ewY;ksa ds leku j[krh gS rks bls izfrLi/khZ&uhfr* vFkok usrk vuqdj.k ewY;uhfr* dgk tkrk gSA bl uhfr dh fo'ks"krk ;g gS fd ewY; mRikn ykxrksa ij vk/kkfjr u gksdj izfr;ksxh mRiknksads ewY;ksa ds vuqlkj j[ks tkrs gSaA

bl uhfr dks mu ubZ oLrqvksa ds ewY; fu/kkZj.k ds fy, viuk;k tkrk gS tks orZeku esa miyC/k mRiknksa ls vfèkdfHkUu vFkok fof'k"V ug° gksrh vkSj ftuesa vR;f/kd izfrLi/kkZ cuh jgrh gSA

¼N½ cktkj&izos'kd ewY; uhfr (Market Penetration Price Policy): ;g uhfr ml le; viukbZ tkrh gS tcfdfdlh u;s mRikn dks cktkj esa yk;k tkrk gSA QeZ }kjk uo&mRikn dk ewY; bruk de j[kk tkrk gS fd cktkjesa mldh ek¡x mRiUu dh tk lds vkSj izfr;ksxh Qeks± ds lkeus fVdk tk ldsA cktkj esa QeZ ds mRikn dh ek¡xvPNh gks tkus ij vU; ykHkdkjh uhfr viukbZ tk ldrh gSA

¼t½ gkfu usrk ewY; uhfr (Loss Leader Pricing Policy): bl uhfr ds vUrxZr ,d QeZ }kjk vius dqN izeq[kvkSj [;kfriw.kZ mRiknksa ds ewY;ksa esa dVkSrh dj nh tkrh gS vkSj bldk vR;f/kd foKkiu fd;k tkrk gSA bldsihNs ekU;rk ;g jgrh gS fd bu mRiknksa dks tc xzkgd Ø; djus vk;saxs rc muds }kjk QeZ ds vU; mRiknksadk Hkh Ø; fd;k tk;sxkA bl izdkj QeZ dqNsd mRiknksa esa uqdlku mBkdj 'ks"k mRiknksa dh fcØh c<+k ysrh gSvkSj bl izdkj vf/kd ykHkktZu djrh gSA

¼>½ bdkbZ ewY; uhfr (Unit Pricing Policy): bl ewY; uhfr ds vUrxZr izR;sd mRikn vkSj mlds iSdsV ds vkdkjds vuqlkj mRikn ds iSdsV ij fy[ks gq, ewY;ksa ds lkFk mRikn dh izfr bdkbZ ds ewY; fy[ks tkrs gSaA blls mRikndh [kjhn esa lqfo/kk jgrh gSA4

¼r½ euksoSKkfud ewY; uhfr (Psychological Pricing Policy): ;g og ewY; uhfr gS ftlesa mRiknksa ds ewY; blizdkj j[ks tkrs gSa fd mudk xzkgdksa ij ;g euksoSKkfud izHkko iM+s fd mRiknksa ds ewY; de gSaA mnkgj.kkFkZ]fdlh mRikn dk ewY; Rs. 10 ds ctk; Rs. 9.95 j[kk tk;s rks xzkgd dks ;g yxrk gS fd mRikn dk ewY; degS( vr% bl ewY; ij mRikn dk Ø; djuk ykHknk;d gSA bl izdkj dh uhfr Hkkjro"kZ esa ckVk 'kw dEiuh viukrhjgh gSA

4 Kent B. Monroe and Peter J. Laplaca, “What are the Benefits of Unit Pricing” pp. 16-22, Journal of Marketing, July. 1972.

175dher fu/kkZj.k

(iv) HkkSxksfyd fLFkfr ds vk/kkj ij

(Geographical Basis)

Øsrk nwj&nwj {ks=kksa rd QSys gq, gksrs gSaA Øsrk ds LFkku rd eky igq¡pkus esa ;krk;kr lEcU/kh vusd izdkj ds [kpsZ djus

iM+rs gSaA ;g ;krk;kr lEcU/kh [kpsZ lk/kkj.kr;k Øsrk }kjk ogu fd;s tkrs gSaA ijUrq Øsrkvksa dh vlqfo/kkvksa dks nwj djus

ds fy, vusd ckj foØsrk bu O;;ksa dks fdlh lhek rd Lo;a ogu djrk gSA og mRikn dk ewY; fu/kkZj.k djrs le;

mlds }kjk ogu fd;s tkus okys ;krk;kr ds [kpsZ dks /;ku esa j[krk gS vkSj mlh ds vuqlkj mRikn dk ewY; m)r (Quote)

djrk gSA bl lEcU/k esa fuEu ewY; uhfr;k¡ dke esa ykbZ tkrh gSa&

¼d½ mRiknu dsUæ ewY;&uhfr (Production Poit or Poit Pricing Policy): bl ewY; uhfr dks Factory Price

vFkok Mill Price vFkok F.O.B. Factory Price Policy Hkh dgrs gSaA blesa mRikn ds ewY; esa mRikn dks Øsrk

ds LFkku rd igq¡pkus lEcU/kh ;krk;kr [kpZ lfEefyr ug° fd;k tkrkA mRikn dh lqiqnZxh Øsrk dks QSDVjh ds

}kj ij vFkok xksnke ij gh dh tkrh gSA vr% QSDVjh ds }kj ls Øsrk ds xksnke rd mRikn dks ys tkus dh tksf[ke

Øsrk ij jgrh gSA

¼[k½ fdjk;k lks[k ewY;&uhfr (Freight absorption Pricing Policy): bl izdkj dh ewY; uhfr ds vUrxZr ,d

mRiknd }kjk Øsrk ds LFkku rd oLrq dks igq¡pkus ij yxus okys fdjk;s ds dqN va'k dks ogu fd;k tkrk gSA

;g uhfr mu Øsrkvksa dks ykHk nsus ds fy, viukbZ tkrh gS tks izfr;ksxh Qeks± ds utnhd jgrs gSaA mnkgj.kkFkZ]

lhesaV fuekZ.k djus okyh Qes± ekuk dh twukx<+ o fpÙkkSM+x<+ esa fLFkr gSa vkSj lhesUV ds xzkgd uhep esa jgrs gSaA

,slh ifjfLFkfr esa uhep esa jgus okys lhesUV ds Øsrkvksa ds fy, fpÙkkSM+x<+ pw¡fd utnhd gS] ls lhesaV Ø; djuk

;krk;kr [kpZ ds nf"Vdks.k ls lLrk iM+sxkA ijUrq twukx<+ esa fLFkr QSDVjh uhep okys xzkgdksa dks lhesaV [kjhnus

ds fy, izsfjr djus gsrq ;g lqfo/kk nsus dk izLrko dj ldrh gS fd uhep esa jgus okys xzkgdksa ls twukx<+ ls uhep

rd lhesaUV igq¡pkus dk mruk gh fdjk;k fy;k tk;sxk ftruk fd fpÙkkSM+x<+ ls uhep rd lhesaV dks ykus esa yxrk

gSA vFkkZr~ fdjk;s dk vUrj twukx<+ fLFkr QSDVjh }kjk ogu fd;k tk;sxkA

,d QeZ }kjk bl izdkj dh uhfr dk ikyu djus dk mís'; vius mRikn ds cktkj dk foLrkj djuk gksrk gSA

bl izdkj dh uhfr ls LoLFk izfr;ksfxrk dks cy feyrk gS vkSj ,dkf/kdkj dh izofÙk;ksa ij fu;U=k.k jgrk gSA

ijUrq bl izdkj dh uhfr dk lcls cM+k nks"k ;g gS fd blls Qeks± ds foi.ku iz;klksa esa nksgjkiu dh lEHkkouk

c<+ tkrh gS vkSj blls ns'k ds lk/kuksa dk viO;; gksrk gSA

¼x½ {ks=kh; lqiqnZxh ewY; uhfr (Zonal Delivery Pricing Policy): bl ewY; uhfr ds vUrxZr mRikn dh fcØh ds

fy, ns'k dks fofHkUu {ks=kksa (Zones) esa foHkDr dj fy;k tkrk gS vkSj izR;sd {ks=k ds fy, QeZ }kjk mRikn ewY;

r; dj fn;s tkrs gSaA {ks=k fo'ks"k ds fdlh Hkh Hkkx esa jgus okys xzkgd dks ,d gh iwoZ fu/kkZfjr ewY; ij QeZ

}kjk mRikn dk foØ; fd;k tkrk gSA mnkgj.kkFkZ] fgUnqLrku yholZ fyfeVsM }kjk fu£er MkyMk ?kh dk 4 fdyks

okyk fMCck jktLFkku ds lHkh Hkkxksa esa ,d gh ewY; ij [kjhnk tk ldrk gS ;|fi dEiuh }kjk jktLFkku ds

vyx&vyx LFkkuksa esa MkyMk ?kh Hkstus lEcU/kh ;krk;kr [kpks± esa dkQh fHkUurk ikbZ tkrh gSA

¼?k½ ,d leku lqiqnZxh ewY;&uhfr (Uniform Delivery Pricing Policy): ;g og ewY; uhfr gS ftlesa xzkgdksa dks

pkgs os ns'k ds fdlh Hkh Hkkx esa jgrs gksa] ,d gh ewY; ij mRikn cspk tkrk gSA bl izdkj dh uhfr ds vUrxZr

fu/kkZfjr ewY; dks F.O.B. at Buyer’s location postage stamp price Hkh dgrs gSaA Hkkjr ljdkj ds Mkd?kj

(Post office) viuh lsokvksa ds fy, blh izdkj dh ewY;&uhfr iz;ksx esa ysrs gSaA mnkgj.kkFkZ fdlh O;fDr }kjk

t;iqj ls eækl vFkok vtesj Hksts x;s iksLVdkMZ lEcU/kh lsok ds fy, ewY;] Hkkjrh; Mkd?kjksa }kjk ,dlk j[kk

tkrk gSA bl izdkj dh uhfr ykxw djus ls foØsrkvksa dks izcU/kdh; fu;U=k.k vkSj foKkiu esa lqfo/kk jgrh gSA

foi.ku ds fl)kUr176

ewY;&uhfr lEcU/kh fopkj ;k oLrq dh dher dks izHkkfor djus okys rÙo(Price-Policy Considerations or Factor Affecting Price of a Product)

O;olk; dh lQyrk ;k foQyrk mlds mRiknksa dh ewY; uhfr ij fuHkZj djrh gSA vr% ewY; fu/kkZj.k uhfr fuekZ.k lEcUèkhdk;Z izcU/kdksa dk ,d egÙoiw.kZ nkf;Ro gSA bl dk;Z ds foosdiw.kZ fu"iknu gsrq fuEu ?kVdksa] ftUgsa ewY; lEcU/kh fu.kZ;ksadks izHkkfor djus okys ?kVd Hkh dgrs gSa] ij fopkj djus dh vko';drk gksrh gS&

1. mRikn dh fo'ks"krk,¡

(Product Characteristics)

mRikn dk ewY; r; djrs le; mldh fo'ks"krkvksa ij fopkj dj ysuk pkfg, D;ksafd bu fo'ks"krkvksa dk ewY; uhfr ijxgjk izHkko gksrk gSA mRikn dh fuEu fo'ks"krk,¡ ,d QeZ }kjk viukbZ tkus okyh ewY; uhfr dks fo'ks"k :i ls izHkkfordjrh gSa&

(i) mRikn dk thou pØ (Life Cycle of the Product): fdlh mRikn dk thou pØ mlds ewY; fu/kkZj.k ijizHkko Mkyrk gSA ,d mRikn eksVs rkSj ij pkj voLFkkvksa ls fudyrk gS&

¼d½ cktkj ifjp; voLFkk (Market introduction stage)

¼[k½ cktkj of) voLFkk (Market growth stage)

¼x½ cktkj ifjiDork voLFkk (Market maturity stage)

¼?k½ cktkj voufr voLFkk (Market decline stage)

cktkj ifjp; dh voLFkk esa mRikn dh ek¡x mRiUu djus ds fy, mRikn&ewY; dk de j[kk tkukykHknk;d gksrk gSA

;fn mRikn dh ek¡x esa of) gksus yxrh gS vFkkZr~ QeZ dk mRikn cktkj of) dh voLFkk esa gS rks ewY; dksfLFkj j[krs gq, czkaM dh vksj xzkgdksa dks vkd£"kr fd;s tkus ds fy, iz;Ru djus pkfg,A

mRikn ds cktkj ifjiDork vkSj cktkj voufr dh voLFkk esa mRikn ds ewY;ksa esa deh djuk ykHknk;dgksrk gS vkSj mRikn ds vU; mi;ksx [kkstuk vko';d gks tkrk gSA

(ii) mRikn dh uk'kokurk (Perishability of the Product): vxj mRikn uk'koku gS vFkok de fVdkÅ gS ;ktYnh gh vizpfyr gksus okyk gS rks mldk ewY; bruk de j[kuk pkfg, fd mls 'kh?kzrk ls cspk tk ldsA

(iii) mRikn dk izfrLFkkukiUu (Product Substitution): vxj mRikn ds izfrLFkkukiUu ds fy, vusd oLrq,¡miyCèk gSa rks ,slh n'kk esa mRikn dk ewY; de j[kk tkuk ykHknk;d gksrk gSA

(iv) mRikn ek¡x dk LFkxu (Postponability of the Product Demand): ;fn oLrq lnSo dke esa vkus okyh gSvFkkZr~ oLrq vxj vko';drkvksa dh Js.kh esa vkrh gS rks ,slh oLrq dk mi;ksx LFkfxr ug° fd;k tk ldrk gSvkSj ewY; vis{kkÑr vf/kd gksus ij Hkh oLrq [kjhnh tk;sxhA vxj mRikn vkjkenk;d o foykflrk dh Js.khesa vkrk gS rks mlds vf/kd ewY; gksus ij xzkgd mlds Ø; dks LFkfxr dj ldrs gSaA vr% mRikn dh Js.kh dks/;ku esa j[k dj mldk ewY; fu/kkZfjr djuk pkfg,A

2. mRikn dh ek¡x dk LoHkko

(Nature of the Demand of a Product)

mRikn dh ek¡x mlds ewY; fu/kkZj.k ds fy, izk;% vk/kkjf'kyk dk dk;Z djrh gSA fdlh mRikn dh ek¡x vxz izdkj dhgks ldrh gS&

(i) iw.kZr;k ykspnkj ek¡x (Prefectly Elastic Demand): fdlh mRikn dh ek¡x iw.kZr;k ykspnkj ekuh tkrh gS]vxj mRikn ds ewY; esa lw{e ifjorZu vk tkus ls mldh ek¡x esa Hkkjh ifjorZu vkrs gSaA O;kogkfjd thou esa blizdkj dh ek¡x dk mnkgj.k ug° feyrkA

177dher fu/kkZj.k

(ii) vR;f/kd ykspnkj ek¡x (Highly Elastic Demand): ;fn fdlh oLrq dh ek¡x esa ifjorZu mlds ewY; ifjorZuksads vuqikr ls vf/kd gS rks mldh ek¡x vR;f/kd ykspnkj le>h tkrh gSA mnkgj.kkFkZ] fdlh mRikn ds ewY; esaik¡p izfr'kr dh deh vkus ls vxj mldh ek¡x esa nl izfr'kr of) gks tkrh gS rks ,slh ek¡x dks vR;f/kd ykspnkjek¡x le>k tkrk gSA vR;f/kd ykspnkj ek¡x okyh oLrqvksa dh fcØh c<+kus ds fy, mRikn&ewY; dk de j[kk tkukykHknk;d gksrk gSA

(iii) ykspnkj ek¡x (Elastic Demand): vxj fdlh mRikn dh ek¡x esa ifjorZu mlds ewY; ifjorZu ds vuqikr esavkrs gSa rks ,sls mRikn dh ek¡x dks ykspnkj ek¡x le>k tkrk gSA mnkgj.kkFkZ] fdlh mRikn ds ewY; esa nl izfr'krdeh djus ij vxj mldh ek¡x esa nl izfr'kr of) gksrh gS rks ,slh ek¡x dks ykspnkj ekuk tkrk gSA

(iv) csykspnkj ek¡x (Inelastic Demand): vxj mRikn dh ek¡x mlds ewY; ifjorZu ds vuqikr esa de ?kVrh gSvFkok de c<+rh gS rks ,slh ek¡x dks csykspnkj dgrs gSa] mnkgj.kkFkZ] fdlh mRikn ds ewY; esa iPphl izfr'krdeh djus ij mldh ek¡x dsoy iUæg izfr'kr c<+s rks ,slh ek¡x csykspnkj dgh tkrh gSA

(v) iw.kZr;k csykspnkj ek¡x (Perfectly Inelastic Demand): fdlh mRikn dh ek¡x iw.kZr% csyksp ekuh tkrh gSvxj mlds ewY;ksa esa Hkkjh deh vFkok of) vkus ij Hkh ek¡x iwoZor~ cuh jgrh gSA O;kogkfjd thou esa bl izdkjdh ek¡x ns[kus esa ug° vkrhA

mijksDr ek¡x ds izdkjksa ds v/;;u ls Li"V gS fd ek¡x lkisf{kd csykspnkj gksus ij mldk ewY; Å¡pk j[k djvf/kd ykHkktZu fd;k tk ldrk gSA mRikn dh ek¡x lkisf{kd ykspnkj gksus ij mRikn dk ewY; fu/kkZfjr djrsoDr izcU/kdksa dks vf/kd /;ku j[kus dh vf/kd vko';drk gS( dkj.k fd mRikn dk Å¡pk ewY; mldh ek¡x esadeh djrk gS tcfd fuEu ewY; mRikn dh ek¡x esa of)dkjd gksrk gSA

3- mRikn dh ykxr

(Cost of the Product)

mRikn&ewY; fu/kkZfjr djrs oDr mldh ykxr ij Hkh fopkj djuk vko';d gSA bldk eq[; dkj.k ;g gS fd nh?kZdkyesa mRiknksa ls izkIr gksus okyh vk; muds fuekZ.k o foi.ku ij fd;s tkus okys [kpks± ls vf/kd gksuk pkfg, ojuk QeZ dkfnokfy;kiu fuf'pr gSA ,d QeZ }kjk ewY; fu/kkZfjr djrs oDr ftu ykxrksa ij fopkj djuk pkfg, os fuEu izdkj dhgksrh gSa&

(i) LFkk;h ykxr (Fixed Cost): LFkk;h ykxr ls vfHkizk; mu ykxrksa ls fy;k tkrk gS ftudk lEcU/k mRiknudh ek=kk ls u gks dj le;kof/k ls gksrk gSA ;g og ykxr gS tks mRiknu ds ?kVus o c<+us ds lkFk ifjo£rrug° gksrhA mnkgj.kkFkZ] QSDVªh izcU/kdksa dks fn;k tkus okyk osru] eky xksnke dk fdjk;k] edku dk VSDl]iz'kklfud O;;] pkSdhnkjh ds O;; bR;kfn dk mRiknu dh ek=kk ls izR;Fk lEcU/k ug° gksrk gS] vr% bUgsa LFkk;hykxr ekuk tkrk gSA

(ii) ifjorZu'khy ykxr (Variable Cost): ifjorZu'khy ykxr esa os ykxrsa lfEefyr dh tkrh gSa tks mRiknu dhek=kk vkSj fcØh ds vuqlkj ?kVrh&c<+rh jgrh gSa vFkkZr~ mudk mRiknu o fcØh ls izR;{k lEcU/k jgrk gSAmnkgj.kkFkZ] fdlh mRikn ds fuekZ.k ij miHkksx esa fy;k tkus okyk dPpk eky] izR;{k Je] 'kfDr [kpZ (Power

charges) bR;kfn mldh mRiknu ek=kk ij fuHkZj djrk gSA ifjorZu'khy ykxr mRikn dh izfr bdkbZ ij fLFkjjgrh gSA

(iii) laof) ykxr (Incremental Cost): mRiknu dks ,d Lrj ls vkxs ds Lrj ij ys tkus ij tks Hkh vfrfjDrykxr yxrh gS mls laof) ykxr (Incremental cost) dgrs gSaA ;g ykxr py o LFkk;h nksuksa gh izdkj dh gksldrh gS( ijUrq vf/kdrj ;g ifjorZu'khy ykxr ds :i esa gksrh gSA izk;% vfrfjDr eky dk mRiknu rHkh fd;ktkrk gS tcfd mlls izkIr gksus okyh vk; (Revenue) mldh laof) ykxr ls vf/kd gksrh gSA

nh?kZdky esa ,d mRikn dk ewY; fu/kkZfjr bl izdkj ls djuk pkfg, fd mlls gksus okyh vk; mldh ykxr]ftlesa py o LFkk;h] nksuksa gh 'kkfey gksrs gSa] ls vf/kd gksA

foi.ku ds fl)kUr178

og fLFkfr tgk¡ ij mRikn dh dqy ykxr mlds foØ; ewY; ds cjkcj gksrh gS] le foPNsn fcUnq (Break-even

Point) dgk tkrk gSA le&foPNsn fcUnq mRiknu dh ml ek=kk dks crkrk gS ftlds foØ; ij laLFkk dks u rksykHk gksrk gS vkSj u gkfuA fuEu pkVZ la[;k 1 esa ;g n'kkZ;k x;k gS fd vxj fcØh ewY; 80 :- izfr bdkbZ j[kktk; vkSj LFkk;h ykxr dh jkf'k 250 :- gks rFkk izfr bdkbZ py ykxr 30 :- gks rks mRikn ds lEcU/k esa QeZdk le&foPNsn fcUnq 5 bdkbZ ds foØ; jkf'k ds cjkcj gksxkA

mRikn forj.k ek/;e

(Channels of Distribution)

mRikn dk ewY; fu/kkZfjr djrs le; ;g Kkr dj ysuk pkfg, fd mRikn dks vfUre miHkksDrk rd igq¡pkus ds fy, forj.kJa[kyk fdruh yEch gSA vFkkZr~ fuekZrk vkSj miHkksDrk ds chp fdrus e/;LFk gSa vkSj mUgsa mudh lsokvksa ds cnys fdrukdeh'ku o NwV nh tkuh vko';d gSA ;fn fuekZrk vkSj miHkksDrk ds chp esa dksbZ e/;LFk gSa rks mRikn dk ewY; bl izdkjfu/kkZfjr djuk pkfg, fd e/;LFkksa dks mudh lsokvksa ds cnys esa mfpr izfrQy fey lds vkSj mRikn ewY; Hkh izfr;ksxhdherksa ls vf/kd u gks ldsA vusd Qeks± }kjk e/;LFkksa dks mRikn de ewY; ij cspk tkrk gS vkSj mUgsa funsZ'k ns fn;k tkrkgS fd os vfUre miHkksDrkvksa ls ,d iwoZ&fu/kkZfjr mPpre ewY; ls vf/kd olwy u djsaA

5. izfrLi/kkZ

(Competition)

mRikn dk ewY; mlds izfr;ksxh vFkok LFkkukiUu mRiknksa ds ewY;ksa dks /;ku esa j[kdj fd;k tkuk pkfg,A mnkgj.k dsrkSj ij tks/kiqj Ms;jh }kjk fu£er ?kh dk ewY; vewy ?kh dh dherksa dks /;ku esa j[kdj fd;k tkrk gSA twV ls fu£eriS¯dx lkexzh dk ewY; fu/kkZfjr djrs oDr IykfLVd ,oa eksVs dkxt }kjk fu£er iS¯dx oLrqvksa dh dherksa dks /;ku esaj[k dj fd;k tkrk gSA mRikn dh izfr;ksfxrk de gksus ij mlds ewY; de j[ks tk ldrs gSaA

6. Øsrkvksa dh fo'ks"krk;sa

(Buyer’s Characteristics)

fdlh mRikn ds Øsrk nks izdkj ds gks ldrs gSa&vkS|ksfxd Øsrk vkSj miHkksDrk ØsrkA vkS|ksfxd Øsrk mRikn dks vf/kdek=kk esa ijUrq iwjs lksp&fopkj o Kku ds lkFk [kjhnrk gSA vr% mls mRikn dks cgqr gh izfr;ksxh ewY; ij cspuk gksxkAblds foijhr miHkksDrk Øsrk u rks vf/kd ek=kk esa mRikn dk Ø; djrs gSa vkSj u os izfr;ksxh mRiknksa ds ckjs esa fo'ks"k

pkVZ la[;k 10.1

179dher fu/kkZj.k

tkudkjh j[krs gSaA miHkksDrk Øsrk ls vf/kd ewY; Hkh fy;k tk ldrk gS dkj.k fd QqVdj eky cspus esa foi.ku ykxrvf/kd vkrh gSA

7. mRiknd ds mís';

(Objectives of Producer)

mRikn dk ewY; fu/kkZj.k mlds fuekZrk ds mís';ksa dks /;ku esa j[kdj fd;k tkuk pkfg,A ;fn mRiknd dk mís'; cktkj

gfFk;kuk gS rks mRikn dk ewY; de j[kuk gksxkA blds foijhr vxj mRiknd dk mís'; eykbZ mrkjuk gS (Skimming

price) rks mRikn ds ewY; izkjEHk esa vf/kd j[ks tk;saxsA

8. cká okrkoj.k

(External Environment)

cká okrkoj.k ls vk'k; ns'k ds vk£Fkd] jktuSfrd ,oa lkekftd okrokj.k ls gSA ;fn jk"Vª esa vk£Fkd eUnh gS rks mRikn

ewY; dks uhps Lrj ij j[kuk O;kogkfjd gksxkA ;fn ns'k esa jktuSfrd okrkoj.k vk£Fkd {ks=k esa gLr{ksi djus rFkk Å¡psewY;ksa o ,dkf/kdkjh izofÙk;ksa dks fu;fU=kr djus okyk gS rks dhersa uhph j[kuh gksaxhA vxj ns'koklh f'kf{kr gSa o csjkstxkjh

de gS rFkk yksxksa dk thou&Lrj Å¡pk gS rks dhersa Å¡ph j[kh tk ldrh gSaA

9. O;kikfjd ijEijk;sa

(Trade Traditions)

mRikn dk ewY; fu/kkZfjr djrs oDr O;kikfjd ijEijkvksa dk Hkh /;ku j[kuk vko';d gksrk gSA mnkgj.kkFkZ] pkWdysV]

ehBh xksfy;k¡] ykyh ikWi bR;kfn dk ewY; ik¡p ;k nl iSlk j[kus dh ijEijk jgh gSA fctyh ds ia[kksa] flykbZ e'khuksao lkbfdyksa ds fy, fuekZrkvksa }kjk xkjUVh nsus dk ,d fjokt gS( vr% ewY; fu/kkZj.k ds le; bl izdkj dh lsokvksa dh

ykxr dks /;ku esa j[kuk pkfg,A

10. foKkiu iz;kl

(Advertising Efforts)

fuekZrkvksa ,oa O;kikfj;ksa }kjk fd;s tkus okys foKkiu iz;kl Hkh mRikn ds ewY; dks izHkkfor djrs gSaA oLrqxr foKkiu

djus ij oLrq dk ewY; izk;% dqN vf/kd jgrk gS tcfd laLFkkxr foKkiu uhfr viukus ij de jgrk gS( D;ksafd ,slsfoKkiu laLFkk dh Nfo dks Å¡pk djus ds fy, fd;s tkrs gSaA jk"Vªh; Lrj ij foKkiu djus dk çHkko oLrq ds ewY; ij

izk;% of)dkjd gksrk gSA fdUrq] LFkkuh; foKkiu iz;klksa dk izHkko mruk of)dkjd ug° gksrk gSA lgdkjh foKkiu ewY;ksaesa of) ug° djrs gSa( tcfd vUos"kd] fLFkjdrkZ] /kDdk ,oa [k°p foKkiu mRikn ewY;ksa esa of) djrs gSaA blls irk pyrk

gS fd foKkiu iz;klksa ds izdkj dk lh/kk lEcU/k mRikn dher fu/kkZj.k ls gksrk gSA

11. ljdkjh uhfr

(Government Policy)

mRikn ewY; dk fu/kkZj.k djrs oDr ljdkjh fu;eksa dk ikyu djuk vko';d gksrk gSA ljdkj le;≤ ij mRiknksa

ds ewY; fu;U=k.k gsrq rFkk muds mfpr forj.k ds fy, fu;e cukrh gSA Hkkjro"kZ esa Hkh fofHkUu mRiknksa ds forj.k o ewY;dks izHkkfor djus okys vf/kfu;e cus gq, gSa tSls vko';d oLrq vf/kfu;e (Essential Commodities Act), vkS|ksfxd

fodkl ,oa fu;eu vf/kfu;e (Industries Development Regulation Act), Hkkjr lqj{kk fu;e (Defence of India

Rules), ,dkf/kdkj ,oa izfrcU/kkRed O;kikfjd i)fr;k¡ vf/kfu;e (Monopolies and Restrictive Trade Practices Act)

bR;kfnA bu vf/kfu;eksa esa vUr£ufgr ckrksa dks /;ku esa j[kdj mRikn ds ewY;&fu/kkZj.k dk dk;Z lEiUu djuk pkfg,A

foi.ku ds fl)kUr180

ewY; fu/kkZj.k O;ogkj esa(Price Setting in Practice)

O;ogkj esa ewY; fu/kkZj.k gsrq fuEu rjhds dke esa yk, tkrs gSa&

1. ykxrksUeq[kh ewY; fu/kkZj.k

(Cost Oriented Price Determination)

¼d½ ykxr + /ku ewY; fu/kkZj.k fof/k (Cost + Pricing Method)

¼[k½ lhekUr ykxr ewY; fu/kkZj.k fof/k (Marginal Cost Pricing Method)

2. cktkjksUeq[kh ewY; fu/kkZj.k

(Market Oriented Price Determination)

¼d½ izpfyr ewY; i)fr (Going Rate Prices)

¼[k½ lhycUn cksyh ewY; i)fr (Sealed Bid Pricing)

1. ykxrksUeq[kh ewY; fu/kkZj.k

(Cost Oriented Price Determination)

¼d½ ykxr + /ku ewY; fu/kkZj.k fof/k (Cost + Pricing Method): bl i)fr ds vUrxZr mRikn dh ykxr esabfPNr ykHk dks tksM+dj mRikn dk ewY; fu/kkZfjr fd;k tkrk gSA bl i)fr ds vxz nks :i vf/kdka'kr% iz;ksxesa yk;s tkrs gSa&

(i) ekdZ&vi ewY; (Mark-up Pricing),

(ii) y{; ewY; (Target Pricing)A

(i) ekdZ&vi ewY; ds vUrxZr mRikn ykxr esa bruk ek£tu tksM+ fn;k tkrk gS fd foØ; ewY; ij iwoZ fuèkkZfjrnj ls ykHk izkIr fd;k tk ldsA fuEukafdr rkfydk fuekZrk] Fkksd ;k QqVdj O;kikjh }kjk ekdZ&vi ewY;fu/kkZj.k ds <ax dks Li"V djrh gSA

rkfydk

fcØh ewY; Rs. 24 = 100% fcØh ewY; Rs. 30 = 100%

ekdZ&vi = Rs. 2.40 = 10% ekdZ&vi = Rs. 6 = 20%

ykxr = Rs. 21.60 = 90% ykxr = Rs. 24 = 80%

fuekZrk Fkksd O;kikjh

fcØh ewY; Rs. 50 = 100%

ekdZ&vi Rs. 20 = 40%

ykxr = Rs. 30 = 60%

QqVdj O;kikjh

ekdZ&vi ewY; i)fr ds fuEu ykHk gSa&

¼d½ mRikn dh ek¡x ds ctk; mRikn dh ykxr dks vklkuh ls Kkr fd;k tk ldrk gSA vr% ewY; fu/kkZj.kesa dfBukbZ ug° vkrhA

181dher fu/kkZj.k

¼[k½ ek¡x esa ifjorZu gksus ds ckotwn ewY;ksa dks bl i)fr ds vUnj ckj&ckj ifjo£rr djus dh vko';drkug° gksrhA

¼x½ ewY; fu/kkZj.k lQyrk ls fd;k tk ldrk gS o le>k tk ldrk gSA

¼?k½ vxj lHkh Qeks± dh ykxrsa o ekdZ vi dh nj ,d gS rks muds mRiknksa ds foØ; ewY; ,d ls gksaxsA blizdkj ewY; izfrLi)kZ dh lEHkkouk de gks tk;sxhA

¼³½ lkekftd nf"Vdks.k ls ekdZ vi dh i)fr Bhd ekuh tkrh gS dkj.k fd mRikn dh deh gksus ij Hkh mRiknds ewY; ekdZ vi ewY; ls vf/kd ug° fy, tkrsA

(ii) y{; ewY; (Target Price): bl i)fr ds vUrxZr mRikn ewY; dk fu/kkZj.k bl izdkj djrs gSa fd mUgsafofu;ksftr jkf'k ij iwoZ fu/kkZfjr nj ls ykHk izkIr gks ldsA ewY; fu/kkZj.k dh ;g i)fr yksdksi;ksxhlaLFkkvksa (Public Utilities) esa vf/kd izpfyr gSA ;g laLFkk,¡ ,dkf/kdkj dh fLFkfr esa gksrh gSaA vr% bulaLFkkvksa ds fy, ljdkj }kjk equkQk ,d fuf'pr lhek esa fu/kkZfjr dj fn;k tkrk gS rkfd os ,dkf/kdkjdh fLFkfr dk ykHk u mBk ldsA

y{; ewY; fu/kkZj.k ds fy, lefoPNsn fcUnq pkVZ (Break-even Chart) dk iz;ksx fd;k tk ldrk gSAmnkgj.kkFkZ ,d dEiuh 8,00,000 mRikn bdkb;k¡ Rs. 10,00,000 dh ykxr ij cuk ldrh gSA bl ykxresa dEiuh dh LFkk;h ykxr Rs. 6,00,000 Hkh lfEefyr gSA foi.ku izcU/kd bu bdkb;ksa dk ewY; fu/kkZj.kbl izdkj djuk pkgrk gS fd mls de ls de Rs. 2,00,000/- ykHk ds :i esa izkIr gks ldsA vFkkZr~ 8,00,000

bdkb;ksa dh dqy fcØh jkf'k Rs. 12,00,000/- gksuh pkfg, rkfd mldh ykHk jkf'k Rs. 2,00,000/- gks ldsAmijksDr le&foPNsn pkVZ la[;k 10-2 }kjk mRikn fcØh ewY; Kkr fd;k tk ldrk gSA

mijksDr pkVZ esa dqy vk; oØ dk Lyksi ¼<yko½ Rs. 1.50 izfr bdkbZ gSA dqy vk; oØ dk <yko (Slope)

mRikn ewY; gksrk gSA vr% 8,00,000 bdkb;ksa dh fcØh izfr bdkbZ Rs. 1.50 ds vk/kkj ij Rs. 2,00,000/

- dk ykHkktZu fd;k tk ldrk gSA

¼[k½ lhekUr ykxr ewY; fu/kkZj.k fof/k (Marginal Cost Pricing Method): ykxr ewY; ij vk/kkfjr mRiknewY; fu/kkZj.k dh ;g nwljh fof/k gSA bl fof/k esa mRikn dh ykxr esa dsoy os ykxrsa lfEefyr dh tkrh gSa tksbl izdkj ds vfrfjDr mRikn ds mRiknu djus ij [kpZ dh tkrh gSA vfrfjDr mRikn dk ewY; vfrfjDr ykxrvkSj iwoZ fu/kkZfjr ykHk dh nj dks tksM+dj ekywe fd;k tkrk gSA bl fof/k esa LFkk;h ykxrksa dks /;ku esa ug°j[kk tkrkA ;g fof/k mu laLFkkvksa ds fy;s Bhd jgrh gS tks ubZ oLrqvksa dks cktkj esa ykuk pkgrh gSa vFkok viuhlqLr dk;Z{kerk (Idle Capacity) dk iwjk&iwjk mi;ksx djuk pkgrh gSA

mRikn dh ek=kk ¼gtkjksa esa½

pkVZ la[;k 10.2

foi.ku ds fl)kUr182

mijksDr o£.kr ykxr&vk/kkfjr ewY; fu/kkZj.k i)fr;ksa dh izeq[k dfe;k¡ fuEukuqlkj gSa&

¼v½ ewY; fu/kkZj.k esa mRikn dh ek¡x] cktkj n'kk,¡ vkSj mRikn thou pØ lEcU/kh ckrksa dks /;ku esa ug° j[kktkrk gSA

¼c½ bl <ax ls fu/kkZfjr ewY;ksa ij os fuekZrk mRikn dks csp ikrs gSa ftudh mRiknu ykxrsa izfr bdkbZ lclsde gSaA

2- cktkjksUeq[kh ewY; fu/kkZj.k

(Market Oriented Price Determination)

bl i)fr ds vUrxZr cktkj n'kkvksa dks /;ku esa j[kdj mRikn dk ewY; fu/kkZj.k fd;k tkrk gSA bl i)fr ds izpfyrizeq[k :i fuEu gSa&

¼d½ izpfyr ewY; i)fr (Going Rate Prices): bl i)fr esa QeZ ds mRikn dk ewY; vU; izfr;ksxh Qeks± ds }kjkolwy fd;s x;s ewY;ksa ds vkSlr ds cjkcj j[kk tkrk gSA mRikn ewY; fu/kkZj.k dh bl i)fr ds izpfyr gksusds fuEu dkj.k gSa&

(i) bl i)fr }kjk fu/kkZfjr mRikn ewY; leLr vkS|ksfxd bdkb;ksa ds }kjk olwy fd;s tkus okys mRikn ewY;ksadk izfrfuf/kRo djrs gSa] vr% muds vO;kogkfjd gksus dh lEHkkouk ug° gksrh gSA

(ii) bl i)fr }kjk fu/kkZfjr ewY;ksa ds dkj.k mRikn&ewY; izfr;ksfxrk dh lEHkkouk de gks tkrh gS vkSj blizdkj vkS|ksfxd bdkb;ksa esa lketL; cuk jgrk gSA

(iii) Øsrkvksa vkSj izfrLi£);ksa dh mRikn ewY;ksa ds izfr izfrfØ;k tkuus dh vko';drk bl i)fr esa ug° gksrhA

¼[k½ lhy cUn cksyh ewY; i)fr (Sealed Bid Pricing): bl i)fr ds vUrxZr mRikn dk ewY; fu/kkZj.k mldhykxr o ek¡x ij vk/kkfjr u fd;k tkdj izfr;ksxh Qeks± }kjk m)r (Quote) fd;s tkus okys ewY;ksa dks /;kuesa j[kdj fd;k tkrk gSA ,d QeZ bl i)fr ds vUrxZr izfr;ksxh QeZ }kjk m)r fd;s x;s ewY;ksa dk vuqekuyxkrh gS o rnqijkUr og vius ewY; bl izdkj m)r djrh gS fd mls m)r ewY; ij dk;Z fey ldsA bl izdkjdh i)fr Bsds ysus] mRiknksa dh iw£r djus bR;kfn esa dke esa yk;h tkrh gSA

ewY; fu.kZ; lEcU/kh lkekU; funsZ'k(General Directions Relating to Price Decisions)

ewY; fu/kkZj.k lEcU/kh fofHkUu v/;;uksa ls Kkr gksrk gS fd xzkgd mu ewY;ksa ls lnSo ml izdkj izHkkfor ug° gksrs gSa ftlizdkj O;olk;h vFkok vFkZ'kkL=kh lksprs gSaA vr% mRikn dk ewY; bl izdkj ls j[kuk pkfg, fd og u dsoy ykxr vFkokcktkj n'kk ij vk/kkfjr gks cfYd xzkgdksUeq[kh Hkh gksuk pkfg,A

vkWD'kuQsYV5 ds vuqlkj xzkgdksa dh mRikn ewY; ds izfr izfrfØ;k tkudj gh ewY; lEcU/kh fu.kZ; ysus pkfg,Amnkgj.kkFkZ] fdlh mRikn dh fcØh c<+kus ds fy, dh xbZ ewY; dVkSrh ls ;g lwpuk fd xzkgdksa }kjk mRikn dh ek¡x esaof) gksxh] lnSo lgh ug° gksxkA dbZ ckj xzkgd ewY; dVkSrh dk vFkZ fuEu ckrksa ls yxkrs ns[ks x;s gSaA 6&

¼d½ mRikn dh fdLe esa fxjkoV vk xbZ gSA

¼[k½ mRikn dk u;k ekWMy vkus okyk gSA

¼x½ mRikn dh Hkkoh ek¡x de gksus okyh gSA

¼?k½ QeZ dh rjy fLFkfr detksj gSA

5 Alfred R. Oxenfeldt, “Pricing for Marketing Executives, 1961 edition, p. 28.

6 Kent B, Monroe, “Buyer’s Subjective Perceptions of Price,” Journal of Marketing Research, Feb. 73 pp. 70-80.

183dher fu/kkZj.k

¼³½ ewY; vkSj Hkh ?kVsaxsA

ewY; fu/kkZj.k djrs oDr fuEu funsZ'kksa dk ikyu djuk ykHknk;d gksrk gSA

¼v½ xzkgd lEcU/kh&

(i) dbZ ckj xzkgd mRikn ewY;ksa dks mlds xq.kksa dk izrhd ekurs gSaA

(ii) mRikn ewY; fo'ks"kr% u;s mRiknksa ds ckjs esa mudh Nfo dk fuekZ.k djrs gSaA

(iii) vusd xzkgd ewY;ksa ds vk/kkj ij mRiknksa dk pquko djrs gSa rkfd mRikn&fdLe lEcU/kh tksf[ke de lsde gksA

(iv) Å¡ps ewY; okyh oLrq,¡ [kjhndj xzkgd viuk vge~ (Ego) lUrq"V djrs gSaA

¼c½ ykxr vkSj ek¡x lEcU/kh&

(i) mRikn dh ykxr dk irk yxk ysuk pkfg,A mRikn dh ykxr esa izR;{k ykxr ds lkFk&lkFk vkoafVrvizR;{k ykxr (Allocated Indirect Cost) Hkh lfEefyr dj ysuk pkfg,A

(ii) mRikn ykxr esa vko';d equkQk tksM+us ij tks ewY; vkrk gks mldh izfr;ksxh mRikn ewY; ls rqyuk djuhpkfg,A vxj izfr;ksxh QeZ ds ewY; de gSa rks ewY; esa of) djuh pkfg,A blds foijhr ewY; ds vf/kdgksus ij mUgsa de djus gksaxsA

(iii) mRikn fuekZ.k esa vyx izR;{k ykxrsa c<+rh gSa rks mRikn dk ewY; c<+k;k tk ldrk gS D;ksafd izfr;ksxh Qeks±}kjk Hkh ewY; of) dh tk;sxhA

(iv) ;fn mRikn dh ykxrsa vf/kd gSa rks dg° u dg° ij laxBukRed =kqfV gS ftls lq/kkjus dh vko';drk gSA

(v) vxj QeZ orZeku ewY; ij leLr mRikn u csp ikrh gS rks mRikn c<+kdj fcØh dh ek=kk esa of) djusls ykHk vf/kdre gksxkA

(vi) dM+h izfrLi)kZ dh fLFkfr esa mRikn dk ewY; fu/kkZj.k izfrLi)kZ mRikn ds vuq:i gh djuk pkfg,A

(vii) mRikn dh ykxr c<+us ds lkFk&lkFk mRikn ds vkns'k esa of) ug° djuh pkfg,A

(viii) tgk¡ rd gks lds ewY;ksa dks ykxrksa ls vf/kd j[kuk pkfg, vkSj mRikn dh ek¡x c<+kus ds fy, ewY; foghuizfr;ksfxrk ij cy nsuk pkfg,A

(ix) ;fn O;olk; yksdksi;ksxh LoHkko dk gS vFkok ,dkf/kdkjh izofÙk dk gS rks ykxr esa iwoZ fu/kkZfjr ykHk dkstksM+dj ewY; fu/kkZfjr djuk pkfg, ojuk ljdkj gLr{ksi dj ldrh gS o lkFk gh lkFk LFkkukiUu oLrqvksadk fodkl gks ldrk gSA

mRikn ewY; fu/kkZj.k izfØ;k(Product-Price Decision Procedure)

lHkh m|ksxksa ds fy, mRikn ewY; fu/kkZj.k izfØ;k ,d&lh ug° gksrh dkj.k fd fofHkUu mRiknksa dh ek¡x] ykxrsa o mudsthou&pØ dh fLFkfr fHkUu gksrh gSA fHkUu&fHkUu Qeks± }kjk ewY;&fu/kkZj.k ds fy, vyx&vyx rjhds viuk;s tkrs gSaAlkekU; rkSj ij mRikn ewY;&fu/kkZj.k izfØ;k dks fuEu pj.kksa esa iwjk fd;k tkrk gS7&

1. mRikn dh ek¡x dk vuqeku yxkuk

(Estimating the Demand of the Product)

fdlh mRikn ds ewY; fuèkkZj.k esa lcls igys mudh ek¡x dk vuqeku yxkuk vko';d gks tkrk gSA mRikn dhek¡x dk vuqeku yxkuk] fo'ks"kr;k uohu mRikn ds lEcU/k esa] ,d dfBu dk;Z gSA dkj.k fd u;s mRikn dh ek¡x

7 Based on ‘Alfred R. Oxenfeldt’s article—“A decision making structure for price decisions.” Journal of Marketing, January, 1973

pp. 45-53.

foi.ku ds fl)kUr184

ds ckjs esa foØsrk dks dksbZ vuqHko ug° gksrk gSA mRikn dh ek¡x dk vuqeku yxkus ds fy, izk;% fuEu dne mBk;s tkrsgSa&

¼d½ xzkgdksa }kjk mRikn ds lEHkkfor ewY; (Customer’s Expected Price of Product): xzkgdksa }kjk mRiknds lEHkkfor ewY;ksa ls vk'k; mu ewY;ksa ls gS ftUgsa os tkus vFkok vutkus mfpr le>rs gSaA izk;% ;s ewY; xzkgdksa}kjk ,d ewY; lhek esa crk, tkrs gSaA mnkgj.kr;k] fdlh fo|kFkhZ ds lkeus M. Com. Lrj dh ,d gtkj i"Bksadh iqLrd dk ewY; crkus ds fy, izLrqr dh tk;s rks og mldh dher Rs. 30/- ls 35/- ds vklikl fu/kkZfjrdjsxkA bl izdkj ds eqY;ksa dks xzkgdksa }kjk mRikn ds lEHkkfor ewY; dgk tkrk gSA

u;s mRikn ds lEcU/k esa xzkgdksa }kjk crkbZ xbZ ewY; lhek ds vUrxZr fdlh Hkh fcUnq ij ewY; r; fd;k tk ldrkgSA izfrLi)kZ ds vHkko esa u;s mRikn dk çkjfEHkd ewY; vf/kdre fcUnq ij fuf'pr fd;k tk ldrk gSA tcÅ¡ph dher okys mRikn dh vPNh Nfo cu tkrh gS rks ewY; de fd, tk ldrs gSa rkfd xzkgd ;g eglwl djusyxs fd de ewY;ksa ij mls vPNh oLrq izkIr gks jgh gSA

mRikn dk ewY; fu/kkZfjr djrs oDr e/;LFkksa dh ewY; ds izfr izfrfØ;k ekywe dj ysuk ykHknk;d jgrk gS( dkj.kfd e/;LFkksa dk xzkgdksa ls lh/kk lEcU/k jgrk gS vkSj os tkurs gSa fd fdl izdkj ds ewY; ij xzkgd mRikn dksØ; djuk pkgsxkA blds vfrfjDr e/;LFkksa }kjk mRikn ewY; dh LohÑfr gks tkus ij mRikn fcØh esa mudh#fp Hkh vf/kd jgrh gSA

dbZ ckj ,slk Hkh ns[kus esa vkrk gS fd xzkgd mRikn dk ewY; bruk de vk¡drs gSa tks mldh ykxr ls Hkh degksrk gSA bl izdkj dh ifjfLFkfr esa QeZ ds fy, vko';d gksxk fd og mRikn ykxr esa deh djs vFkok mRiknlq/kkj vPNh forj.k iz.kkyh rFkk foKkiu }kjk xzkgdksa ds eu esa mRikn ds izfr vPNh Nfo mRiUu djsA

mRikn dk xzkgd }kjk visf{kr ewY; ls Hkh de ewY; j[kuk mRikn&Nfo fcxkM+ ldrk gSA vr% ewY; fu/kkZfjrdjrs oDr mRikn dk ewY; visf{kr ewY; ls de ug° j[kuk pkfg,A mRikn ds lEHkkfor ewY; dk irk yxkusgsrq vxz lzksr dke esa yk, tk ldrs gSa&

(i) vuqHkoh QqVdj Fkksd foØsrk dh ewY; lEcU/kh jk;A

(ii) izfr;ksxh o rqyukRed mRiknksa ds ewY;A

(iii) lEHkkfor xzkgdksa ls lEidZ djds visf{kr ewY;ksa dk irk yxkukA

(iv) fofHkUu cktkj [k.Mksa esa mRikn ds fofHkUu ewY;ksa dk ijh{k.k djukA

¼[k½ fofHkUu ewY;ksa ij foØ;kuqeku yxkuk (Estimates of Sales at Prices): mRikn ds fofHkUu ewY;ksa ij mRiknfcØh dk irk yxkuk ewY; fu/kkZj.k esa vR;f/kd lgk;d gksrk gSA mRikn&ek¡x dh yksp rhozrk dk v/;;u] bllEcU/k esa ,d vko';d dne gSA ,d mRikn dh ek¡x ykspnkj gksus ij mldh fcØh c<+kus o ykHkksa dks vf/kdredjus ds fy, mldk ewY; de j[kuk ykHknk;d gksxkA blds foijhr mRikn&ek¡x ds csyksp gksus ij mRikn dkewY; de j[kus ij Hkh mldh fcØh esa of) ug° dh tk ldrhA vr% csyksp ek¡x okys mRikn ds fy, vf/kd ewY;j[kus ls ykHkksa dks vf/kdre fd;k tk ldrk gSA fofHkUu ewY;ksa ij foØ; vuqeku yxkus ls ek¡x oØ ds fuekZ.ko lefoPNsn fcUnq ds fu/kkZj.k esa lgk;rk feyrh gSA

2. izfrLi/khZ izHkkoksa dk vuqeku yxkuk

(Estimating the Competitive Influences)

ewY; fu/kkZj.k izfØ;k esa nwljk pj.k izfrLi/khZ izHkkoksa dk v/;;u djus ls lEcfU/kr gSA bl v/;;u dk mís'; orZekuo Hkkoh izfrLi/kkZ o mlds izHkkoksa dk vuqeku yxkuk gksrk gSA le; O;rhr gksus ds lkFk&lkFk izR;sd mRikn ds LFkkukiUuvkSj izfr;ksxh mRiknu ds fodkl dh lEHkkouk c<+rh gSA ;fn mRiknu dk foØ; ljy gS rks çfr;ksfxrk rhoz gksxhAnh?kZdky esa bl izdkj dh izfr;ksfxrk ds fuEu rhu lzksr gks ldrs gSa&

¼d½ orZeku leku mRikn (Present Similar Products)

185dher fu/kkZj.k

¼[k½ miyC/k LFkkukiUu oLrq,¡ (Available Substitutes)

¼x½ vlEcfU/kr oLrq,¡ tks xzkgd ds ctV dks izHkkfor djrh gSaA (Unrelated Items Influencing Customer’s

Budget)

3. cktkj Hkkx dk fu/kkZj.k

(Determination of the Market Share)

mRikn&ewY; fu/kkZj.k izfØ;k dk rhljk pj.k] cktkj Hkkx ds fu/kkZj.k ls lEcfU/kr gSA cktkj Hkkx ls vk'k; mRikn dhdqy ek¡x ds ml Hkkx ls gS ftl ij fuekZrk vFkok foØsrk fu;U=k.k djuk pkgrk gSA cktkj va'k of) djus okys vkSjcktkj va'k cuk, j[kus okys mís';ksa ls izHkkfor fuekZrkvksa ds mRikn&ewY; ,d ls ug° gksrs gSaA

cktkj&va'k dk fu/kkZj.k djrs le; ek¡x lEcU/kh vuqekuksa] izfrLi/khZ izHkkoksa] IykaV {kerk o IykaV foLrkj dh ykxrsa (Cost

of plant expansion) dks /;ku esa j[kuk pkfg,A ,d QeZ viuh mRiknu {kerk ls cktkj va'k vf/kd fuf'pr djus ijog izkIr vkns'kksa dks iwjk ug° dj ldsxhA vxj mRikn dh ek¡x vPNh gS ijUrq QeZ Hkkoh izfr;ksfxrk ds Mj ls IykUV {kerkdk foLrkj djuk mfpr ug° le>rh gS rks bl izdkj dh ifjfLFkfr esa mRikn ds izkjfEHkd ewY; Å¡ps Lrj ij j[ks tkuspkfg,A

4. ewY;&fu/kkZj.k ds mís';ksa dk p;u

(Selecting the Pricing Objectives)

ewY; fu/kkZj.k izfØ;k dk pkSFkk pj.k&ewY; fu/kkZj.k ds mís';ksa dk p;u djuk gSA ewY;&fu/kkZj.k ds mís'; fuEufyf[kresa ls dksbZ Hkh gks ldrs gSa&

¼d½ fofu;ksx vFkok 'kq) fcØh ij izfrQy dh nj] ¼[k½ ewY; fLFkjrk] ¼x½ izfr;ksfxrk ls nwj jguk] ¼?k½ cktkj&va'kcuk;s j[kuk vFkok of) djuk] ¼³½ vf/kdre ykHk] ¼p½ cktkj eykbZ mrkjuk] ¼N½ mRikn iafDr lao)Zu] ¼t½uxn olwyh] ¼>½ cktkj izos'kd vkfnA

bUg° mís';ksa esa ls ,d ;k vf/kd mís';ksa dh iw£r djus okys mRikn&ewY; dk p;u fd;k tkuk pkfg,Amnkgj.kkFkZ] ;fn ykHkksa dks vf/kdre djuk gS rks Å¡ps ewY; j[kus gksaxs] ;fn cktkj esa izos'k djuk gS rks uhps ewY;j[kus gksaxsA

ewY; uhfr o jhfr&uhfr dk pquko

(Selecting Price Policy and Strategy)

ewY;&fu/kkZj.k izfØ;k dk ik¡pok¡ pj.k ewY;&uhfr o jhfr&uhfr ds pquko ls lEcfU/kr gSA mRikn ewY; uhfr;k¡ ojhfr&uhfr vusd izdkj dh gks ldrh gSA tSls] izfr;ksfxrk feyu ewY; uhfr] ewY; js[kk uhfr] yypkus okyh uhfr] ,dewY; uhfr] eykbZ mrkjus okyh ewY; jhfr&uhfr] cktkj izos'kd ewY; jhfr&uhfr] usrk ewY; uhfr] iw.kZ js[kk ewY; uhfrbR;kfnA

,d u;s mRikn ds lEcU/k esa ewY;&fu/kkZj.k djrs oDr fuEu ewY; jhfr&uhfr;ska esa ls fdlh ,d dk pquko fd;k tkrk gS%

1. vlkekU; ewY;&uhfr (Skimming the Price Strategy)& bl jhfr&uhfr dks eykbZ mrkjus okyh uhfr Hkhdgk tkrk gSA blds vUrxZr u;s mRikn dh dher dks Å¡ps ewY; ij ml le; rd cspk tkrk gS tc rd fdmlds vU; izfrLi/khZ mRikn cktkj esa u vk tk;A ;g jhfr&uhfr mu u;s mRiknksa ds fy, fy;s mi;qZDr jgrhgS tks vius vki esa fof'k"V gS vkSj ftudks cktkj esa ykus gsrq fo'ks"k :i esa izpkfjr fd;k tkrk gSA

bl fof/k dks viukus ds i{k esa fuEu rdZ fn;s tkrs gSa%

¼v½ izkjEHk eas mRikn dh ek¡x de ykspnkj gksrh gS o izfrLi)kZ Hkh de gksrh gS] vr% Å¡pk ewY; ykHknk;d gksrkgSA vPNh foØ; iz.kkyh }kjk mRikn ds Å¡ps ewY;ksa ls ykHkksa dks vf/kdre fd;k tk ldrk gSA

foi.ku ds fl)kUr186

¼c½ mRiknd QeZ mRikn foi.ku esa fofu;ksftr iw¡th dks de le; esa okfil izkIr dj ysrh gSA

¼l½ izkjEHk esa Å¡ps ewY; okys mRikn dks mu cktkj&[k.Mksa esa cspk tk ldrk gSA tks mPp vk; oxZ ls lEcfUèkrgSa vkSj mRikn ds xq.kksa ls vf/kd izHkkfor gksrs gSaA ckn esa de vk; okys cktkj&[k.Mksa esa mRikn dk ewY;?kVkdj mRikn dh fcØh c<+kbZ tk ldrh gS vkSj bl izdkj QeZ dh dqy fcØh o ykHkksa dks c<+k;k tkldrk gSA

¼n½ ,d fuekZrk QeZ dks oLrq dh ek¡x dh yksp dh lgh ,oa i;kZIr tkudkjh u gksus ij mRikn dk vf/kd ewY;j[kuk ykHknk;d gksrk gS D;ksafd vkxs pydj vxj Å¡ps ewY;ksa ds dkj.k ek¡x de gks rks mRikn ewY;ksa dksde djds ek¡x esa of) djus esa dfBukbZ ugha vkrhA

¼;½ Å¡ps ewY; j[kus ij izkjEHk esa vf/kd vk; gksus dh lEHkkouk gksrh gSA ijUrq mRikn ds uhps ewY;ksa dh fLFkfresa bl izdkj dh lEHkkouk de gksrh gSA

¼j½ izkjEHk esa u;h oLrq dk mRiknd iw.kZ {kerk dk mi;ksx ugh djrk ;k ugha djuk pkgrk gS rks bl uhfrdks viukdj ek¡x ds izlkj dks /kheh xfr iznku dj ldrk gSA

¼y½ uohu oLrq ds vkfo"dkj vkSj lao)Zu ij bruk vf/kd O;; dj fn;k gks fd vkxs ml oLrq dh lQyrkesa lUnsg yxrk gks rks izkjEHk esa vf/kd ewY; j[kuk ,d mi;qDr uhfr gksxhA

2. cktkj izos'kd ewY; jhfr&uhfr (Market Penetration Price Strategy)& bl jhfr&uhfr ds vUrxZr ,doLrq dks cktkj esa 'kh?kz izos'k fnykus ds fy, mlds ewY;ksa dks cgqr de Lrj ij fu/kkZfjr fd;k tkrk gSA ;guhfr eykbZ mrkjus okyh uhfr ls Bhd foijhr gS vkSj ;g nh?kZdkyhu nf"Vdks.k ij vk/kkfjr gksrh gSA bl uhfresa tc mRikn vPNh rjg ls izpfyr gks tkrk gS rks /khjs&/khjs mldh dhersa Å¡ph dj nh tkrh gSaA

êykbZ mrkjus okyh uhfr* dh rqyuk esa cktkj izos'kd ewY; uhfr* fuEu ifjfLFkfr;ksa esa vf/kd mi;ksxh le>htkrh gSA

¼d½ oLrq dh ykxr de gks rFkk mldk vkfo"dkj ,oa izpyu ij vf/kd O;; u gqvk gksA

¼[k½ oLrq dh fcØh ewY;ksa ls izHkkfor gksrh gks vFkkZr~ mldh ek¡x vR;f/kd ykspnkj gksA

¼x½ cktkj esa fdlh izfr;ksxh dks gVkdj QeZ mRikn ds cktkj dks gfFk;kuk pkgrh gksA

¼?k½ mRikn ds u;s izfr;ksfx;ksa dks cktkj esa izos'k djus ls jksduk gksA

¼³½ QeZ }kjk O;kid iSekus ds mRiknu ls Hkkjh ferO;f;rk,¡ izkIr dh tkuk lEHko gksA

¼p½ cktkj esa Å¡ps ewY; okys mRiknksa ds [kjhnnkj miyC/k u gksaA

¼N½ mRikn ds Å¡ps ewY; j[kus ij ljdkjh gLr{ksi dh lEHkkouk gksA

mRikn ds uhps ewY; j[kus dk lcls cM+k ykHk ;g gS fd blls vU; QekZsa dks mlh izdkj dk mRiknu cukdjcspus ds fy, izksRlkgu ugha feyrk gS( dkj.k fd ykHk dks ns[krs gq, mUgsa mRiknu rFkk foi.ku lqfo/kkvksa esa vfèkd/ku dk fofu;kstu djuk iM+sxkA blds vykok de ewY;ksa dh otg ls ,d QeZ ds ik¡o cktkj eas bl izdkj tetkrs gSa fd nwljh QeZ cktkj esa vkus dh fgEer ugha djrhA ijUrq ;gk¡ ;g vfHkizk; ugha fudkyuk pkfg, fdcktkj izos'kd uhfr ,d jkeck.k gSA mRikn ds Hkkoh cktkj lhfer gksus ij êykbZ mrkjus okyh uhfr* vfèkdizHkko'kkyh gksxh dkj.k fd mRikn dk cktkj lhfer gksus ij dqy ykHk dh ek=kk de gksxh vkSj fdlh cM+sizfrLièkhZ ls Hkfo"; esa cktkj izos'k esa dksbZ fo'ks"k ykHk ugha gksxkA vr% fo|eku QeZ dk cktkj ij ,d izdkjls ,dkf/kdkj cuk jgsxkA

3. usrk vuqdj.k (Follow the Leader Price)& tc dksbZ mRiknd viuh mRikn iafDr esa u;k mRikn lfEefyrdjrk gS rks ,sls mRikn dk ewY; fu/kkZj.k djrs le; izfrLi/khZ ewY; dks /;ku esa j[kk tkrk gS vFkok vU; cM+s[;kfr izkIr mRiknd dh oLrq ds cjkcj mldk ewY; j[kk tkrk gSA bl izdkj ds ewY; fu/kkZj.k uhfr dks usrkvuqdj.k uhfr* dgk tkrk gSA ewY; fu/kkZj.k dh ;g uhfr dkQh izpfyr ,oa yksdfiz; gSA

187dher fu/kkZj.k

QeZ dh foi.ku uhfr;ksa ij fopkj fd;k tkuk

(Considering Marketing Policies)

ewY; fu/kkZj.k izfØ;k ds bl pj.k esa QeZ }kjk viukbZ tkus okyh foi.ku uhfr;ksa ij fopkj djuk gksrk gSA ;s foi.ku

uhfr;k¡ ,d QeZ dh oLrq uhfr;ksa] forj.k uhfr;ksa vkSj lao)Zu uhfr;ksa ls lEcfU/kr gksrh gSa&

1. oLrq uhfr;k¡ (Product Policies)& ewY; fu/kkZj.k djrs le; mRikn uhfr dk v/;;u dj ysuk vko';d gksrk

gS tSls D;k QeZ dh uhfr mRikn dks e/;LFk ds }kjk ;k QeZ dh 'kk[kkvksa }kjk vfUre xzkgdksa dks cspus dh gS\mRikn js[kk lEcU/k uhfr D;k gS\ mRikn dk HkkSfrd forj.k fdl izdkj fd;k tkosxk\ blds vfrfjDr ;g Hkh

Kkr dj ysuk pkfg, fd mRikn fdruk fVdkÅ gS vkSj og fdu&fdu iz;ksxksa ds fy;s [kjhnk o cspk tkrk gSAbl izdkj dh tkudkjh esa ewY; fu/kkZj.k dk;Z u dsoy vklku gks tkrk gS cfYd foosdiw.kZ gksrk gSA

2. forj.k uhfr;k¡ (Distribution Policies)& mRikn dh forj.k okfgdk lEcU/kh uhfr D;k gS\ e/;LFk dks nhtkus okyh NwV dh nj D;k gksxh\ bR;kfn ds ckjs esa feyh tkudkjh ewY; fu/kkZj.k esa cM+h lgk;d gksrh gSA ,d

QeZ }kjk Fkksd foØsrkvksa] QqVdj foØsrkvksa vkSj lh/ks xzkgdksa dks csps tkus okys mRiknksa ds ewY; fHké&fHké gksaxssAbl izdkj forj.k&uhfr;ksa dks /;ku esa j[ks fcuk ,d QeZ vius mRiknksa dk lgh izdkj ls ewY; fu/kkZj.k ugha dj

ldrhA

3. lao)Zu uhfr;k¡ (Promotional Policies)& mRikn foØ; lao)Zu ij fd;k tkus okyk [kpZ fdruk gksxk rFkk

fduds }kjk ogu fd;k tk,xk] lEcU/kh tkudkjh mRikn ewY; fu/kkZj.k ds fy, vko';d gksrh gSA mnkgj.kkFkZvxj lao)Zu ij vf/kdrj [kpZ QqVdj O;kikjh }kjk fd;k tkus okyk gS rks mudks fn;k tkus okyk ykHk dk

ekftZu Hkh vf/kd gksxk vkSj bldk vlj mRikn fu/kkZj.k ij vusd izdkj ls iM+sxkA

fof'k"V ewY; dk pquko

(Selection of the Specific Price)

;s pj.k ewY; fu/kkZj.k izfØ;k dk vfUre pj.k gSA ewY; fu/kkZj.k ds bl vfUre pj.k esa mijksDr lHkh pj.kksa ij ,d lkFk

rqyukRed fopkj djrs gq, fdlh fof'k"V ewY; dks pquk tkrk gSA ;|fi ewY;&fu/kkZj.k dk dksbZ loZekU; lw=k ugha gS] fQjHkh mRikn dk ewY; bl izdkj ls r; fd;k tkuk pkfg, fd mlds }kjk mRiknu ykxr ,oa forj.k ykxr dks iwjk djus

ds lkFk&lkFk QeZ dh fcØh rFkk 'kq) ykHkksa esa of) dh tk ldsA

dher foHksn

(Price Discrimination)

^^tc dksbZ foi.kudrkZ fdlh mRikn dks fofHké Øsrkvksa dks nks ;k nks ls vf/kd dher ij foØ; djrk gS** bldks dherfoHksn dgrs gSa rFkk bl uhfr dks dher fHkérk uhfr dgrs gSaA

,d fuekZrk tc viuh ,d gh oLrq dks fHké&fHké Øsrkvksa dks fHké&fHké dherksa ij cspus dk dk;Z djrk gS rks mldk;g dk;Z dher foHksn dgk tkrk gS] tSls fctyh daiuh viuh fctyh ds fofHké izdkj ds miHkksDrkvksa ls fofHké dherysrh gSA lk/kkj.k miHkksDrk ls vf/kd dher yh tkrh gS tcfd vkS|ksfxd miHkksDrk ls deA mlesa Hkh NksVs vkS|ksfxdmiHkksDrk ls vf/kd dher o cM+s miHkksDrk ls deA

dher foHksn ds fy, vko';d ckrsa

(Essentials of Price Discrimination)

foHksnkRed uhfr viukus ds fy, dqN ckrsa vko';d gSaA fcuk blds viuk;s gq, ;g uhfr viuk;h ugha tk ldrhA ;gckrsa fuEu gSa%&

foi.ku ds fl)kUr188

1. miHkksDrk dks bl ckr dk irk ugha gksuk pkfg, fd lLrh oLrq dkSu csp jgk gS rFkk fdl LFkku ij csph tkjgh gSA ;fn mldks bl ckr dk irk yx tk,xk rks dher foHksn uhfr lQy ugha gks ldrh gSA

2. dher vUrj bruk de gksuk pkfg, fd miHkksDrk bu vUrjksa dh fpUrk u djsA

3. miHkksDrkvksa esa ;g Hkkouk gksuh pkfg;s fd os Å¡ph dher blfy, ns jgs gSa fd oLrq vPNh gSA

dher&foHksn dk vkSfpR;

(Justification of Price discrimination)

dher&foHksn lkekftd U;k; dh nf"V ls mfpr ugha gS D;ksafd ;g miHkksDrkvksa ds chp HksnHkko djrk gS vkSj fofHké izdkj

ds miHkksDrkvksa ls vyx&vyx dher olwy djrk gSA blls lekt dks vf/kd ykHk u gksdj fuekZrk dks vf/kd ykHk gksrk

gS tks ,dkf/kdkj tSlh fLFkfr iSnk dj miHkksDrkvksa dk 'kks"k.k djuk izkjEHk dj nsrk gSA bUgha dkj.kksa dh otg ls vejhdk

esa jkSfcUlu iSVesu vf/kfu;e (Robinson Patman Act) gS ftlds vuqlkj dher foHksn fofHké Øsrkvksa ds lkFk tks ,d

lh DokfyVh o xzsM dh oLrq [kjhn jgs gSa oftZr gS] ;fn mldk mís'; izfrLi/kkZ dks de djuk ;k nwljksa dks gkfu igqapkuk

gSA bl dkuwu ds dqN viokn Hkh gSA Hkkjr esa ;g ,dkf/kdkj ,oa izfrcU/kkRed O;kikfjd i)fr;ka vf/kfu;e 1969 ds

vUrxZr vkrk gSA

dher fHkérk fof/k;ka

(Price Differential Methods)

xzkgdksa ls fHkérk muds Ø; ds vkdkj (size of purchase) xzkgdksa ds izdkj (Types of customers) Øsrk dh HkkSxksfydfLFkfr (Geographical location of the customer) ,oa Hkqxrku fof/k (Mode of payment) vkfn ds vk/kkj ij gks ldrhgSA bl uhfr dks lHkh xzkgdksa ij ykxw fd;k tkrk gS] tks Hkh xzkgd mu 'krkZsa dks iwjk dj nsrk gS mldks og ykHk ns fn;ktkrk gSA ;g cêk uhfr;ka ;k dher fHkérk uhfr;ka fuEufyf[kr gSa&

1. udn cêk (Cash Discount)

2. O;kikfjd cêk (Trade Discount)

3. ifjek.k cêk (Quantity Discount)

4. xSj ekSle cêk (Cash Discount)

1. udn cêk (Cash Discount)– ;g og uhfr gS ftlesa Øsrk }kjk ,d fuf'pr vof/k esa foØ; ewY; dk Hkqxrkudj nsus ij cêk dkV fn;k tkrk gSA bl cês dks udn cêk vkSj bl uhfr dks udn cêk uhfr dgrs gSaA mnkgj.kds fy, ;fn foØsrk us ;g uhfr cuk;h gS tks Hkh Øsrk foØ; ewY; dk Hkqxrku Ø; dh rkjh[k ls 10 fnu dsHkhrj dj nsxk] mldks chtd ewY; ij 3 izfr'kr dVkSrh ns nh tk;sxhA ;fn og bl vof/k esa ,slk ugha djrkgS rks mldks Ø; dh rkjh[k ls 30 osa fnu iwjs chtd ewY; dk Hkqxrku djuk gksxkA ;fn fdlh xzkgd us 1,000

#0 dk eky Ø; fd;k vkSj og Ø; ds izFke 10 fnu esa gh Hkqxrku djuk pkgrk gS rks mldks 970 #0 gh nsusgksaxsA ysfdu ;fn og bu 10 fnuksa esa Hkqxrku ugha djrk gS rks 30 osa fnu mldks iwjs 1,000 #0 dk gh Hkqxrkudjuk gksxkA

bl izdkj ;g cêk udn Hkqxrku djus ij fd;k tkrk gSA blls Øsrk ,oa foØsrk nksuksa dks ykHk feyrk gSA Øsrkdks oLrq lLrh iM+ tkrh gSA tcfd foØsrk dks Hkqxrku tYnh fey tkrk gSA vr% og de iwath ls viuk dkjksckjpyk ldrk gSA lkFk gh mldks m/kkj jde dh mxkgh ij vf/kd le; ;k /ku O;; ugha djuk iM+rk gSA

2. O;kikfjd cêk (Trade Discount)– blesa e/;LFk Øsrk dks mlds }kjk dh tkus okyh lsokvksa dh {kfriwfrZ dsfy;s lwph ewY; (List Price) ij cêk fn;k tkrk gSA bl cês dks O;kikfjd cêk (Trade Discount) ;k fØ;kRedcêk (Functional Discount) dgrs gSaA rFkk bl izdkj dh uhfr dks O;kikfjd cêk uhfr dgrs gSaA ;g {kfriwfrZ

189dher fu/kkZj.k

vf/kd LVkd j[kus ;k xzkgdksa dks lk[k lqfo/kk,a nsus ;k foKkiu djkus ds fy;s gks ldrh gSA mnkgj.k ds fy;s;fn dksbZ Fkksd foØsrk vius QqVdj foØsrkvksa dks m/kkj nsus dh lqfo/kk nsrk gS rks mldk fuekZrk mldks O;kikfjdcêk nsdj mldh {kfriwfrZ dj ldrk gSA ;fn Fkksd foØsrk bl lqfo/kk dks QqVdj foØsrk dks ugha nsrk rks fuekZrkdks ;g lqfo/kk nsuh iM+rh gSA ftlds fy;s mldks O;; gh ugha djuk iM+rk gS cfYd m/kkj jde ds ekjs tkusdk tksf[ke Hkh lgu djuk iM+rh gSa blh izdkj ;fn dksbZ Fkksd foØsrk vU; Fkksd foØsrkvksa dh rqyuk esa vius;gka vf/kd LVkd j[krk gS rks mls vf/kd LVkd j[kus dk cêk fn;k tk ldrk gSA bl cês dh nj bl izdkjgks ldrh gS& Fkksd foØsrk ls lwph ewY; dk 25 izfr'kr o QqVdj foØsrk dks 15 izfr'krA

3. ifjek.k cêk (Quantity Discount)– tc ,d fuekZrk vius xzkgdkas dks vf/kd Ø; djus ds fy, ;k viuh[kjhn ml foØsrk ij dsfUnzr djus ds fy, lwph&ewY; ij cêk nsrk gS rks bl cês dks ifjek.k cêk dgrs gSaA

bl fof/k ds viukus esa foØsrk dks ykHk ;g gS fd&

(i) mldh fcØh esa of) gksrh gSA

(ii) lkSnksa dh la[;k essa deh gksrh gS ftlds ifj.kkeLo:i foØ; leL;k,a de gksrh gSa]

(iii) vkns'k cM+h&cM+h ek=kk esa vkus ls foØ; O;;ksa tSls iSfdax ifjogu vkfn esa deh gksrh gSA

(iv) vf/kd foØ; ,oa O;;ksa esa dVkSrh gksus ls ykHkksa dh ek=kk esa of) gksrh gS xzkgdksa dks Hkh bl uhfr ls ykHkgksrk gSA mudks oLrq lLrh feyrh gS rFkk oLrqvksa ds Ø; djus esa O;; de gksrs gSaA

ifjek.k cêk nks izdkj dk gksrk gS&

1. lap;h ifjek.k cêk (Cumulative Quantity Discount)

2. vlap;h ifjek.k cêk (Non-Cumulative Quantity Discount)

1. lap;h ifjek.k cêk (Cumulative Quantity Discount): ;g cêk ,d fuf'pr vof/k esa fn;s gq, dqyvkns'kksa dh ek=kk ds vk/kkj ij fn;k tkrk gSA bl cês dk mês'; xzkgdksa dks vU; foØsrkvksa ls eky Ø;djus dh izofÙk dks grksRlkfgr djuk gSA bldk vFkZ ;g gS fd Øsrk ,d fuf'pr vof/k esa gh foØsrk lseky Ø; djsA bl uhfr esa FkksM+h ek=kk esa Ø; djus ij cês dh njsa fuEu izdkj tSlh gksrh gSA

Ø; dh ek=kk cês dh nj

15,000 #0 rd dksbZ cêk ugha

15,001 #0 ls 40,000 #0 rd 3 izfr'kr

40,001 #0 ls 75,000 #0 rd 4 izfr'kr

75,001 #0 ls 1,25,000 #0 rd 5 izfr'kr

1,25,001 #0 ls 250,000 #0 rd 6 izfr'kr

2,50,001 #0 ls Åij 7 izfr'kr

2. vlap;h ifjek.k cêk (Non-Cumulative Quantity Discount): blesa cêk izR;sd ckj ds foØ; ijfn;k tkrk gSA mnkgj.k ds fy, ;fn ge eku ysa fd ,d foØsrk us vius cês dh nj 2,000 #0 ij 2 izfr'krfuf'pr dj j[kh gS rks tks Hkh xzkgd ,d ckj esa 2,000 #0 ;k blls vf/kd ek=kk dk vkns'k nsxk mldks2 izfr'kr cêk ns fn;k tk;sxkA ;fn ,d gh xzkgd bruh gh ek=kk dk vkns'k ,d o"kZ esa dbZ ckj nsxk rksmldks mruh gh ckj dVkSrh ns nh tk;sxhA blds foijhr ;fn ,d xzkgd rhu ckj Øe'k% 300 #0]1500 #0] ,oa 800 #0 dk vkns'k nsrk gS rks mldks rhuksa gh ckj dksbZ cêk ugha fn;k tk;sxk D;ksafd izR;sdckj mldk vkns'k 2,000 #0 ls de gSA ;g cêk bl mís'; ls fn;k tkrk gs fd xzkgd gj ckj cM+h ek=kkesa Ø; djsA cM+h ek=kk ds vkns'k izkIr gksus ls foØ; O;;ksa esa deh gksrh gSA

foi.ku ds fl)kUr190

4. xSj&ekSle cêk (Off-Season Discount)– tc dksbZ foØsrk fdlh oLrq dk ekSle fudy tkus ds ckn blds?kVs gq, ewY;ksa ij cspuk izkjEHk dj nsrk gS rks bl izdkj dh ewY; esa dVkSrh xSj ekSleh cêk dgykrh gSA vkerkSjij ik;k tkrk gS fd fctyh ds ia[ks] dwyj] ,oa jsÝhtjsVjksa ij tkM+ksa esa xSj&ekSleh cêk (Off-Season discount)

fn;k tkrk gSA blh izdkj Åuh eky ij xfeZ;ksa esa cêk fn;k tkrk gSA

iqu% foØ; dher vuqj{k.k

(Resale Price Maintenance)

dbZ ckj fuekZrk mu dherksa ij fu;a=k.k djuk pkgrk gS ftu ij okLro esa e/;LFk Fkksd foØsrk ;k QqVdj foØsrkmiHkksDrkvksa dks oLrq csprs gSaA fuekZrkvksa }kjk fd;s x, bl izdkj ds fu;a=k.k dks îqu%** foØ; dher vuqj{k.k dgrs gSaA

,slk dher fu;a=k.k vkSikpkfjd ;k vukSipkfjd gks ldrk gSA vukSipkfjd iqu% foØ; fu;a=k.k esa fuekZrk iqu% foØ; ewY;dks csps tkus okys iSdstksa ij eqfnzr dj nsrk gSA ;k vius foØ; ,tsaVksa }kjk mUgsa izpkfjr nsrk gSA vkSipkfjd iqu% foØ;

vuqj{k.k fuekZrk rFkk e/;LFkksa ds chp ds vuqca/k ls izHkkfor gksrk gSA fuekZrk ds foØ; ewY; ds vuqca/k esa gh e/;LFkksa ds}kjk fd, tkus okys iqu% foØ; ewY; ds vuqca/k Hkh gksrs gSa] vFkok ljdkjh vkns'kksa ds vuqlkj ljdkj }kjk fuf'pr fd,

x, iqu% foØ; ewY;ksa ls e/;LFkksa dks voxr djk fn;k tkrk gSA

iqu% foØ; dher vuqj{k.k dh uhfr;ksa dks fuekZrkvksa }kjk viukus ds dkj.k fuEu gSa&

1. mRikn dks ,d leku vkSj ,d fuf'pr ewY; ij cspus ds fy, fuekZrk tc rd iqu% foØ; fu;a=k.k ugha ykxwdjrs rc rd fofHké e/;LFkksa }kjk fy, x, ewY;ksa esa varj gksrk gSA

2. mRiknksa dks dher usrk gksus ls cpkus ds fy,A

3. fuekZrk ;g fo'okl djrs gSa fd mRiknksa ds ewY;ksa ds vk/kkj ij miHkksDrk viuh ekax dh ek=kk dh x.kuk djrsgSaA

dbZ fuekZrk iqu% foØ; dher vuqj{k.k dks ugha viukrs rFkk Lora=k izfr;ksfxrk dks vodk'k iznku djrs gSaA Qyr% FkksdO;kikjh vkSj QqVdj O;kikfj;ksa esa izfrLi/kkZ gksrh gSA ,slh izfrLi/kkZ esa Fkksd vkSj QqVdj O;kikfj;ksa ds ykHk dh ek=kk degks tkrh gS] rFkk miHkksDrk lLrs ewY;ksa ij oLrq ik tkrs gSaA iqu% foØ; dher fu;a=k.k esa iz'kklu laca/kh dfBukb;ka HkhgSaA rFkk bls ykxw djus dh dfBukb;ka Hkh gSaA fo'ks"kr;k ogka tgka e/;LFkksa dh Üka[kyk vf/kd yach gS ;k mRikn dk forj.kcM+h rknkn esa gSA Hkkjr esa xr dqN o"kkZsa ls iqu% foØ; dherksa esa vR;f/kd of) gks tkus ds dkj.k lHkh cM+s fuekZrkvksa}kjk iqu% foØ; dher fu;a=k.k viuk;k tkus ykxk gSA nokbZ;ksa] LdqVlZ] dkj] jsÝhtjsVlZ] lwrhoL=k] fo|qr lkeku vkfndqN mnkgj.k gSaA Hkkjr ljdkj }kjk iqu% foØ; dher fu;a=k.k ds fy, fuekZrvksa vkSj foØsrkvksa dks iw.kZ Lora=krk ughanh xbZ gS daiuh dks Hkkjr ljdkj ls iqu% foØ; dher fuf'pr djus ds fy, iwoZ vuqefr ysuh iM+rh gSA bl laca/k esaljdkjh vkns'k tkjh fd;k x;k gSA

,dkf/kdkj ,oa izfrca/kkRed O;kikfjd i)fr;ka vf/kfu;e (Monopolies & Restrictive Trade Practices Act), 1969

dh /kkjk 40 dh Vhdk ds vuqlkj% ^fdlh o.kZu okys eky dh fcØh ds laca/k esa iqu% foØ; dk vFkZ fdlh dher ;k U;wuredher ls gS tks fd Mhyj dks lwfpr fd;k x;k gS ;k eky dh iwfrZ djus okys ;k mldh vksj ls Nkik x;k gSA ¼dkuwuh:i ls ;k vU;Fkk½ rFkk ftldks ml o.kZu dh oLrq dh fcØh ds fy, tkuk gS ;k ftldks blds fy, mfpr crkdjflQkfj'k dh x;h gS] ;k dksbZ dher tks Fkksd ;k QqVdj foØsrk vkSj iwfrZdrkZ ds lkFk gq, fdlh izlafons ;k le>kSrsds vuqlkj bl mís'; ds fy, fu/kkZfjr fd;k x;k gS ;k ,slk fu/kkZfjr fd;k gqvk crk;k x;k gSA**8

8 "Resale price, in relation to the sale of goods of any description, means any price notified to the deder or otherwise published by or

on behalf of the supplier of goods in question (whether lawful or not) as the price or minimum price which is to be charged on, or

is recommended as appropriate for, sale of that description or any price prescribed or purported to be prescribed for that purpose by

any contract or agreement between the wholesaler or retailer and any such supplier (Explanation 1 to Section 40 of MRTP Act,

1969).

191dher fu/kkZj.k

bl izdkj iquZfoØ; dher (Resale Price) dk vFkZ ml dher ls gS ftl dher ij oLrq dks ,d e/;LFk }kjk iqu% cspktkrk gS ;g dher oLrq ds iwfrZdrkZ }kjk ekSf[kd ;k fyf[kr :i ls crk fn;k tkrk gSA ;g ;k rks og fuf'pr dhergksrh gS ftl ij fcØh gksuh gS ;k og U;wure dher gksrh gS ftlls de ij oLrq dh fcØh ugha dh tk ldrh gS] ;|fiblls vf/kd ij fcØh dh tk ldrh gSA tc ,d laLFkk bl izdkj dh uhfr viukrh gS rks bls iqu% foØ; ewY; vuqj{k.k(Resale Price Maintenance) dgrs gSaA

^îqu% fcØh dher vuqj{k.k ,d foi.ku uhfr gS ftlesa fuekZrk ;k oLrq dk ekSfyd] ftldh igpku czk.M] VªsMekdZ]dkWihjkbV ;k isVs.V ls gksrh gS] ml dher ij izfrca/k yxk nsrk gS ftl ij Øsrkvksa ;k miØsrkvksa ds }kjk mldks cspktk;sxkA** bldk vFkZ ;g gqvk fd e/;LFkksa ds }kjk ml oLrq dh fcØh fuekZrk ;k ekfyd }kjk fu/kkZfjr dher ij ghdh tk ldrh gSA ;g fu/kkZfjr dhersa rhu izdkj dh gksrh gSa&

1. fuekZrk }kjk fu/kkZfjr dher ij% ;g ewY; fuekZrk }kjk fu/kkZfjr gksrk gS vkSj blesa ifjorZu ugha fd;k tkldrk gSA dksbZ Hkh e/;LFk bl dher ls de ij vkSj u vf/kd ij oLrq dh fcØh dj ldrk gSA

2. fuekZrk }kjk fu/kkZfjr dher ls vf/kd ij u cspuk% blesa fuekZrk }kjk fu/kkZfjr dher ls vf/kd dher eè;LFkds }kjk ugha fy;s tk ldrs gSa ysfdu de dher ij cspuk pkgsa rks csp ldrs gSaA

3. fuekZrk }kjk fu/kkZfjr dher ls de ij u cspuk% blesa fu/kkZfjr dher ls de dher ij oLrqvksa dh fcØhe/;LFkksa }kjk ugha dh tk ldrh gS bl izdkj dh uhfr dks iquZfoØ dher fu/kkZj.k (Resale Price Fixing) Hkhdgrs gSaA dqN fo}ku bldks mfpr O;kikj (Fair Trading) dgrs gSaA

mi;qZDr rhuksa :iksa dk eq[; mís'; iqu% foØ; dherksa ij izfrcU/k yxkuk gSA bl izfrcU/k ds yxkus ds dkj.kcgqr ls gks ldrs gSaA

iqu% foØ; ewY; vuqj{k.k uhfr dk ewY;kadu

(Evaluation of Resale Price Maintenance Policy)

,d foi.ku izcU/kd dks iqu% foØ; dher vuqj{k.k dh uhfr viukus ls iwoZ bl ij iw.kZ fopkj dj ysuk pkfg,A ;g fopkjfuekZrk e/;LFk ,oa miHkksDrkvksa ds nf"Vdks.k ls gks ldrk gSA

1. fuekZrk i{k (Manufacturer's View Point)&fuekZrk ds nf"Vdks.k ls iqu% foØ; dher vuqj{k.k uhfr vPNh,oa ykHkdkjh gS

(i) bl uhfr dks viukus ls foKkiuksa esa mRikn dh foØ; dher nh tk ldrh gS vkSj dher dVkSrh izfr;ksfxrkls cpk tk ldrk gS lkFk gh dVkSrh ls tks oLrq dh Nfo dks gkuh igqaprh gS mlls Hkh cp ldrs gSaA ;gdher dVkSrh foKkiuksa esa dher fn;k jgus ds dkj.k ugha gks ikrh gS vkSj e/;LFk foØsrk mlh dher ijcspus dk iz;Ru djrs gSaA xzkgd Hkh ml dher dks nsus ds fy, rRij jgrs gSa D;ksafd foKkiuksa esa og dherfn;k jgrk gSA

(ii) bl uhfr esa miHkksDrk ds lkFk dher laca/kh /kks[kk ugha fd;k tk ldrk gS D;ksafd miHkksDrk dks rks dherdh tkudkjh igys ls gh gSA

(iii) ;g uhfr miHkksDrk dks ikl ds gh LVksj ;k nqdku ls oLrq Ø; djus ds fy, izsfjr djrh gS ftlls dqyfcØh dh laHkkouk,a cuh jgrh gSaA bldk dkj.k ;g gS fd lHkh e/;LFk foØsrk mlh fu/kkZfjr dher ijgh oLrq dk foØ; djrs gSaA

(iv) fuekZrk dh nf"V ls ;g uhfr blfy, vPNh gS fd blesa e/;LFkksa dks dher izfr;ksfxrk ls cpk;k tk ldrkgSA

ysfdu fuekZrk dh bl uhfr dh vkykspuk bl vk/kkj ij dh tkrh gS fd blesa miHkksDrk] e/;LFk foØsrk nksuksadks gkfu jgrh gSA miHkksDrk dk dguk gS fd mlls oLrq ds okLrfod dher ls vf/kd olwy fd;k tkrk gS bl

foi.ku ds fl)kUr192

uhfr esa iqu% foØ; dher c<+rs gh jgrs gSa lkFk gh oLrq dh DokfyVh eas Hkh fxjkoV vk tkrh gSA

e/;LFk foØsrk dk dguk gS fd mldks ,slh oLrqvksa ds foØ; ij ykHk cgqr gh de ek=kk esa feyrk gS tcfd,slh oLrqvksa dks cspus ds fy, forj.kdrkZ ;k izfrfuf/k cuus esa dkQh /ku fofu;ksftr djuk iM+rk gSA

2. e/;LFk foØsrkvksa dk i{k (Middlemen's Viewpoint)&e/;LFk foØsrk bl uhfr ds i{k esa jgrs gSa] blds nksdkj.k gSa%

(i) xzkgd dks dher dh tkudkjh gksus ds dkj.k mlls eksyHkko djus dh vko';drk ugha jgrh gSa bl izdkjfoØ; esa de le; yxrk gSA

(ii) ,slh oLrqvkas ds cspus esa gkfu dh tksf[ke de gh jgrh gS D;ksafd ewY; izfr;ksfxrk ugha gksrh gSA

ysfdu e/;LFk bl uhfr dh vkykspuk djrs gSa fd mudks ykHk de feyrs gSa] rFkk oLrq dks cspus ds fy, fuekZrkls ,tsUlh ysus esa ykxr vf/kd vkrh gSA lkFk gh le;≤ ij fuekZrk ds vkns'kksa dk ikyu djuk iM+rk gSA

3. miHkksDrk dk i{k (Consumer's Viewpoint)&bl uhfr ds leFkZdkas dk dguk gS fd%

(i) blesa dher mfpr Lrj ij cus jgrs gSaA

(ii) miHkksDrkvksa dks oLrq [kjhnus ds fy, vf/kd nwj rd ugha tkuk iM+rk gS vkSj bl izdkj muds /ku ,oa le;dh cpr gksrh gSA

ysfdu bu nyhyksa esa vf/kd lkj izrhr ugha gksrk gSA bldk dkj.k ;g gS fd iqu% foØ; dher vuqj{k.k esa mfprls vfèkd dher yh tkrh gSA ftldh iqf"V fofHké miHkksDrk leqnk;ksa }kjk dh tk pqdh gSA ;fn oLrq dk vuqj{k.kdher u gks rks oLrq dh dher de gh jgsxh D;ksafd e/;LFk foØsrkvksa }kjk oLrq dks cspus ds fy, izfr;ksfxrkdh tk;sxhA

bl uhfr ds viukus esa dhersa de ugha gksrha cfYd mÙkjksÙkj c<+rh gh jgrh gSaA bldh Hkh iqf"V fofHké vuqlaèkkuksa}kjk dh tk pqdh gSA dHkh&dHkh ;g Hkh ik;k tkrk gS fd oLrq dh vuqj{k.k dher rks o"kkZsa rd ,d gh cuk jgrhgS ysfdu bldh DokfyVh esa fxjkoV dj nh tkrh gSA

fu"d"kZ

mi;qZDr v/;;u ls ge bl fu"d"kZ ij vkrs gSa fd iqu% foØ; dher vuqj{k.k ls fuekZrk ,oa e/;LFk dks dqN ykHk vo';feyrs gSa ysfdu mlls miHkksDrk ds fgrksa dks gkfu igqaprh gSA vktdy dh lektoknh vFkZO;oLFkk esa rks bl uhfr dkdksbZ LFkku ugha gSA Hkkjr esa ;g uhfr vuqlwfpr crkbZ tkrh gS rFkk bldk iz;ksx voS/kkfud gSA

Hkkjr esa dherksa ij ljdkjh fu;a=k.k

(Govt. Regulation on Pricing in India)

Hkkjr esa dherksa ij ljdkjh fu;a=k.k vU; ns'kksa dh rqyuk esa vf/kd iqjkuh ugha gSA lcls igys ;g fu;a=k.k 1939 esa Hkkjresa lqj{kk fu;eksa (Defence of India rules) ds vUrxZr yxk;s x;s Fks tks 30 flrEcj] 1946 rd ykxw jgsA bu izfrca/kksadks ykxw j[kus dh vko';drk dks ekurs gq, ljdkj us ,d v/;kns'k ls budks tkjh j[kk vkSj ml v/;kns'k dk LFkkuvko';d iwfrZ ¼vLFkk;h vf/kdkj½ vf/kfu;e (Essential Supplies Temporary Powers Act, 1946) us ys fy;k tks 26

tuojh] 1955 dks lekIr gks x;kA ckn esa bldk LFkku] vizSy] 1955 ls vko';d oLrq vf/kfu;e (Essential Commodities

Act 1955) us ys fy;k gSA

vktdy ljdkj dks fdlh Hkh oLrq dh dherksa esa gLr{ksi djus dk vf/kdkj fuEu vf/kfu;eksa ds vUrxZr feyk gqvkgS&

1. vko';d oLrq,a vf/kfu;e (Essential Commodities Act, 1955)

2. vkS|ksfxd fodkl ,oa fu;eu vf/kfu;e (Industries Development & Regulation Act, 1951)

193dher fu/kkZj.k

3. ,dkf/kdkj ,oa izfrcU/kkRed O;kikfjd i)fr;ka vf/kfu;e (Monopoloies & Restrictive Trade Practices Act,

1969)

4. Hkkjr lqj{kk vf/kfu;e (Defence of India Rules)

budk foLrr forj.k ^^foi.ku i;kZoj.k** ds v/;k; esa fn;k x;k gSA

foi.ku ds fl)kUr194

v/;k;&11

forj.k okfgdk,¡(Distribution Channels)

forj.k ek/;e ;k okfgdkvksa dk vFkZ(Meaning of Channels of Distribution)

izR;sd oLrq dk mRiknu mlds vfUre miHkksDrk rd igqapkus ds fy, fd;k tkrk gS ysfdu mldks vfUre miHkksDrk rddbZ ek/;eksa esa igqapk;k tk ldrk gS( tSls] fuekZrk QqVdj foØsrkvksas dh lsokvksa dk miHkksx dj miHkksDrkvksa dks csp ldrkgSA izfrfuf/k fu;qDr djds Hkh oLrqvksa dks cspk tk ldrk gSA ,d ls vf/kd e/;LFkksa dh lsokvksa dk ykHk Hkh mBk;k tkldrk gSA ;g lHkh forj.k ek/;e ;k okfgdk dh ifjHkk"kk ds vUrxZr vkrs gSaA forj.k ek/;e dks O;kikfjd ek/;e

(Trade Channel) Hkh dgrs gSaA fofHké fo}kuksa ds vuqlkj forj.k ek/;e ;k okfgdk dk vFkZ fuEu izdkj gS&1. fofy;e ts- LVk.Vu ds vuqlkj] ôLrqvksa ds vf/kdkj&LokfeRo dks vfUre miHkksDrk ;k vkS|ksfxd foØsrk rd

igqapkus esa tks ek/;e viuk;k tkrk gS] og forj.k ek/;e dgykrk gSA**12. fjpkMZ clfØd dh jk; esa] ^forj.k ek/;eksa dk vk'k; mu vkfFkZd laLFkkvksa dh jhfr;ksa ls gS ftuds ek/;e ls

,d mRiknd viuk eky iz;ksxdrkZvksa ds gkFk esa lkSairk gSA**23. eSdkFkhZ ds er esa] ^mRiknd ls miHkksDrk rd dh laLFkkvksa dk dksbZ Hkh Øe ftlesa ;k rks ,d e/;LFk gS ;k mudh

dksbZ Hkh la[;k gks ldrh gS] forj.k ek/;e dgykrk gSA**34. fQfyi dksVyj dh jk; esa] îzR;sd mRiknd] fofHké foi.ku e/;LFkksa dks] tks QeZ ds y{;ksa dks lokZsÙke <ax ls

iwjk djrs gSa] ijLij tksM+us dh dksf'k'k djrk gSA foi.ku e/;LFkksa dk ;g lsV gh foi.ku ekxZ dgykrk gSA bldksO;kikfjd ekxZ ;k forj.k ekxZ Hkh dgrs gSa**4

5. df.MQ] fLVy ,oa xksoksuh ds er esa] foi.ku ek/;e os forj.k tky gSa ftuds ek/;e ls mRiknd oLrqvksa dkscktkj dh vksj izokfgr djrs gSa**5mi;qZDr ifjHkk"kkvksa ls ;g fu"d"kZ fudyrk gS fd (i) forj.k ek/;e esa fuekZrk o vfUre miHkksDrk nksuksa dkslfEefyr fd;k tkrk gSA (ii) vr% bu nksuksa dks feykus esa tks Hkh e/;LFk viuh lsok,a iznku djrs gSa os bldsvUrxZr vkrs gSaA (iii) ysfdu os laLFkk,¡ forj.k ek/;e dh ifjHkk"kk esa 'kkfey ugha dh tkrh gS] tks flQZ lsokvksa

1 "A channel of distribution for a product is the route taken by the title to the goods as they move from the producer to the ultimate

consumer or industrial user." – Stanton: Fundamentals of Marketing, p. 354.

2 "Distribution channels are systems of economic institutions through which a producer of goods delivers them into the hands of theirusers." – Richard Buskrik: Principles of Marketing, p. 295.

3 "Any sequence of institutions from the producer to the consumer, including one or any number of middlemen, is called a channel ofdistribution." –McCarthy: Basic Marketing, p. 324.

4 "Every producer seeks to link together the set of marketing intermediaries that best fulfil the firm's objectives. This set of marketingintermediaries is called the marketing channel (also trade channel and channel of distribution)"

–Philip Kotler: Marketing Management, P.552

5 "Marketing channels are the distribution networks through which producers' products flow to the market."

–Cundiff, Still & Govoni: Fundamentals of Marketing, p.225.

195forj.k okfgdk,¡

dks gh iznku djrh gSa vkSj oLrqvksa dk LokfeRo lEcU/kh vf/kdkj ugha cnyrha( tSls] cSads] ifjogu laLFkk,¡] Hk.Mkj]vkfnA bldk vFkZ ;g gS fd forj.k ek/;e esa oLrq dk LokfeRo cnyuk vko';d gSA blds vfrfjDr] ;g Hkhvko';d gS fd fdlh e/;LFk ds }kjk oLrq esa dksbZ [kkl ifjorZu ugha fd;k tkuk pkfg,A ;fn oLrq dh izÑfr]fMtkbu] xq.k] vkfn esa ifjorZu dj fn;k tkrk gS rks ftl e/;LFk us ifjorZu fd;k gS ogk¡ ls u;k forj.k ekè;eizkjEHk gks tkrk gSAla{ksi esa] forj.k ek/;e oLrqvksa ds LokfeRo gLrkUrj.k dk ekxZ gS vkSj blesa dsoy mUgha laLFkkvksa dks 'kkfey fd;ktkrk gS tks oLrqvksa ds LokfeRo gLrkUrj.k esa lg;ksx djrh gSa rFkk fcuk fdlh ifjorZu fd;s oLrqvksa dks vfUremiHkksDrkvksa ;k vkS|ksfxd mi;ksxdrkZvksa rd igqapkrh gSaA**

forj.k okfgdk ds p;u gsrq izfØ;k

forj.k&okfgdk ds p;u gsrq csfl;u fof/k (Bayesian Methodology) dks viuk;k tk ldrk gS bl çdkj foi.kuvoljksa dks ifj.kkRed :i nsdj Hkh forj.k&okfgdk dk p;u Js;Ldj ekuk x;k gSAfofy;e ystj us forj.k&okfgdk ds vfHkdYiu ,oa p;u gsrq viukbZ tkus okyh izfØ;k esa fuEufyf[kr fcUnqvksa ij fopkjdjuk vko';d ekuk gS&1. laxr ?kVdksa dk ewY;kadu (Evaluating Relevant Factors)–ystj ds erkuqlkj forj.k&okfgdkvksa ds

vfHkdYiu ,oa p;u dh izfØ;k dk izFke pj.k laxr ?kVdksa dk ewY;kadu djuk gSA bu ?kVdksa esa mRikn] cktkj]miHkksDrk LoHkko] miyC/k forj.k&okfgdk,a] forj.k lk/ku] rduhdh Kku] cktkj&fLFkfr] nh tkus okyh lqfoèkk;savkfn dks izeq[kr% lfEefyr fd;k tk ldrk gSA

2. okfgdk ls mRié gksus okyh ek¡x dk fu/kkZj.k (Specifying Demands from Channel)–nwljs pj.k ijizLrkfor okfgdk ls mRié gksus okyh ek¡x dk fu/kkZj.k fd;k tkuk pkfg,A blh pj.k ij ikjLifjd lhekvksa(Constraints) ,oa lg;ksx dk Hkh v/;;u fd;k tkuk pkfg,A blds vfrfjDr mu pyksa ij Hkh fopkj fd;ktkuk pkfg, tks okfgdk dh ek¡x dks izHkkfor dj ldrs gksa vFkok ikjLifjd lg;ksx dks izHkkfor djus dh fLFkfresa gksa½

3. izfrLif/kZ;ksa dh okfgdkvksa dk ewY;kadu djuk (Evaluating the Competitor's Channel)–bl pj.k ijizcU/kdksa dks pkfg, fd os QeZ dh izfrLi/kkZ laLFkkvksa }kjk iz;qDr dh tk jgh okfgdkvksa dk v/;;u djs vkSjirk yxk;s fd mu okfgdkvksa ds iz;qDr fd;s tkus ds ihNs D;k dkj.k gSa\ ;gk¡ ;g Hkh ekywe fd;k tkuk pkfg,fd izfrLi/khZ laLFkkvksa }kjk iz;qDr okfgdkvksa ds viukus ij D;k leL;k,¡ iSnk gks ldrh gSa\

4. oSdfYid okfgdkvksa dk ewY;k¡du (Evaluating the Other Alternative Channels)–bl pj.k ij oSdfYidokfgdkvksa dh iz;qfDr dh lEHkkoukvksa rFkk muls mRié gksus okys ykHkksa] vkSj vojks/kksa dh tkudkjh dh tkuhpkfg,A ,slk djrs le; ykxr&vk; fo'ys"k.k dks vk/kkj cuk;k tkuk Js;Ldj jgrk gSA ewY;kadu ds vU;vkèkkjksa esa ^fu;a=k.k* ,oa ^vuqdwyu* (Adaptive) vk/kkj lfEefyr fd;s tk ldrs gSaA

5. lEHko okfgdkvksa dk fo'ys"k.k (Analysing Feasible Distribution Channels)–bl pj.k ij mu okfgdkvksadk fo'ys"k.k fd;k tkuk pkfg, ftudh iz;qfDr QeZ ds izcU/kdksa dks lEHko izrhr gksrh gSA ,slk fo'ys"k.k djrsle; izR;sd okfgdk dks QeZ ds lEeq[k izLrqr vFkok lEHkkfor leL;kvksa ,oa lhekvksa ds lUnHkZ esa ns[kuk pkfg,A

6. okfgdk vFkok okfgdkvksa dk p;u (Selecting the Channel or Channels)–;g vfUre pj.k gS tks Js"Bokfgdkvksa ds p;u dks crykrk gSA bl pj.k ij mu ifj.kkeksa dk iwoZ&fu/kkZj.k fd;k tkrk gS ftUgsa p;furokfgdk }kjk izkIr djuk gksrk gSA bl pj.k ij lEHkkfor lek;kstuksa dk Øe Hkh fu/kkZfjr fd;k tkrk gSA

forj.k ek/;e ;k okfgdk ds dk;Z(Functions of Distribution Channel)

oLrq ds forj.k ds fy, forj.k ek/;e ds }kjk cgqr&ls dk;Z fd;s tkrs gSaA bUgha dk;kZsa dks forj.k ek/;e ;k okfgdkds dk;Z dgrs gsaA ;g dk;Z fuEufyf[kr gSa&

foi.ku ds fl)kUr196

1. ewY; fu/kkZfjr djuk (Fixing price): forj.k ek/;e ewY; fu/kkZfjr djrk gSA lk/kkj.kr;k ;g ik;k tkrk gSfd fuekZrk ds }kjk vius e/;LFkksa ls lykg yh tkrh gS fd os crk;sa fd ,d miHkksDrk ;k Øsrk mudh oLrq dksfdrus esa Lohdkj dj ldrk gS\ e/;LFkksa dks cktkj dh vPNh tkudkjh gksrh gS vr% os vius vuqHko o Kkuds vk/kkj ij oLrq ds ewY; ds lEcU/k esa lq>ko nsrs gSa tks cgqr gh mfpr ,oa le;kuqdwy gksrs gSaA

2. fu.kZ;ksa dks fu;ec) djuk (Routinization of decisions): forj.k ek/;e dk nwljk dk;Z fu.kZ;ksa dksfu;ec) djuk gSA ;fn cktkj esa oLrq fcd jgh gS vkSj dksbZ e/;LFk mldks cspus ds fy, viuh nwdku ij j[kukpkgrk gS rks og viuk vkns'k fuekZrk dks nsdj vius fu.kZ; dks fu;ec) djk ldrk gSA bl izdkj e/;LFkksadh lgk;rk ls cM+h ek=kk esa fcØh dh tk ldrh gSA ,d ckj forj.k ek/;e LFkkfir gks tkus ls eky dks izokfgrdjus esa O;; Hkh de gh gksrs gSaA

3. foÙk izcU/k djuk (Managing finances): forj.k ek/;e dk rhljk dk;Z foÙk dk izcU/k djuk gSA ;fn oLrqe/;LFkksa ds ek/;e ls csph tkrh gS rks e/;LFkksa ds }kjk vius vkns'k ds lkFk dqN /ku vfxze ds :i esa fn;k tkrkgS ftlls fuekZrk dks vius foÙk izcU/k esa lqfo/kk jgrh gSA dHkh&dHkh e/;LFkksa dks eky cSadksa ds ek/;e ls Hkh Hkstktkrk gSA ftlls fuekZrk ml eky lEcU/kh izi=k dks cSad ls cês ij Hkquk ysrk gS vkSj bl izdkj vius foÙk dkizcU/k dj ysrk gSA dHkh&dHkh forjd ;k izfrfuf/k Hkh fu;qfDr fd;s tkrs gSa muls Hkh dqN /ku /kjksgj (security)

ds :i esa fey tkrk gSA bl izdkj forj.k ek/;e dk dk;Z foÙk izcU/k djuk Hkh gSA4. lao)Zu fØ;k,¡ djuk (Promotional activities): O;olk; esa fuekZrk ,oa e/;LFkksa ds }kjk lao)Zu fØ;k,¡ dh

tkrh gSaA ;g e/;LFk nqdku dh vyekfj;ksa esa oLrqvka dk izn'kZu djds foØ;&lao)Zu o foKkiu dk dk;Z djrsgSaA dHkh&dHkh ;g e/;LFk Lo;a foKkiu o foØ;&lao)Zu Hkh djrs gSaA fuekZrk Hkh bu e/;LFkksa dks bl dk;Zdks djus ds fy, fofHké izdkj ds izyksHku nsrs gSa( nqdku dh lkt&lTtk ds fy, vyekjh] jSd] b'rgkj] vkfneq¶r nsuk( foKkiu o foØ;&lao)Zu O;; dk dqN Hkkx Lo;a ogu djuk o e/;LFkksa ds foØ;drkZvksa dks izf'k{k.knsuk] vkfnA

5. lapkj esa lgk;rk djuk (Aiding communication): forj.k ek/;e lapkj lqfo/kk dk Hkh dk;Z djrs gSaA ose/;LFk tks fdlh fuekZrk dh oLrq,¡ csprs gSa os vius fuekZrk dks cktk: lwpuk,¡ Hkh nsrs jgrs gSa ftlls fuekZrkØsrkvksa dh ilUn o vko';drk ds vuqlkj mRiknu esa Qsj&cny djrk jgrk gS vkSj le;kuqlkj mRiknu djykHk dekrk jgrk gSA

6. lkSnksa dh la[;k U;wure djuk (Minimizing total transactions): forj.k ek/;e lkSnksa dh la[;k dksde&ls&de djrs gSa ftlls forj.k O;;ksa esa deh gks tkrh gSA ;fn forj.k ek/;e u gksa rks izR;sd Øsrk dks viuklh/kk lEidZ fuekZrk ls LFkkfir djuk gksxk] ysfdu forj.k ek/;e gksus ls mUgsa ,slk ugha djuk iM+rk gS vkSjos e/;LFkksa ds ek/;e ls viuh oLrq,¡ Ø; dj ysrs gSaA

7. miHkksDrkvksa dh lsok djuk (Serving the consumer): forj.k ek/;e dk lcls egRoiw.kZ dk;Z miHkksDrkvksadh lsok djuk gSA okLro esa] bUgha ds ek/;e ls miHkksDrk dks oLrq feyrh gS vkSj ;fn mldks dksbZ dfBukbZ gksrhgS rks bUgha ds ek/;e ls og dfBukbZ Hkh nwj dh tkrh gSA

forj.k ek/;e ds izdkj(Types of Distribution Channels)

oLrqvksa dks miHkksDrkvksa rd igqapkus ds rhu rjhds dke esa yk;s tkrs gSa& (1) izR;{k forj.k ek/;e] (2) vizR;{k forj.kek/;e] (3) nksgjk forj.k ek/;eA

197forj.k okfgdk,¡

izR;{k forj.k ek/;e

(Direct Distribution Channel)

forj.k dh ;g og iz.kkyh gS ftlesa fuekZrk viuh oLrqvksa dks viuh gh nqdkuksa ;k fMiks ;k 'kk[kkvksa ;k izfrfuf/k;ksa] vkfnds ek/;e ls lh/kk gh miHkksDrk rd igqapkrk gSA bl iz.kkyh ds ek/;e ls oLrq,¡ igqapkus ds ik¡p lk/ku gSa& (1) Lo;a dhnqdkusa] (2) Lo;a ds foØ;drkZ] (3) Mkd }kjk vkns'k] (4) VsyhQksu] (5) foØ; e'khuA1. Lo;a dh nqdkusa (Own sales shops):" blesa fuekZrk viuh Lo;a dh QqVdj nqdkusa fHké&fHké LFkkuksa ij

[kksyrk gS tgk¡ mldh oLrqvksa dh fcØh dh tkrh gSA Hkkjr esa bl izdkj ds vusd mnkgj.k gSa( tSls] t;bUthfu;fjax oDlZ fyfeVsM] dydÙkk }kjk fufeZr Å"kk ia[ks o Å"kk flykbZ dh e'khusa blh dEiuh dh QqVdjnqdkuksa ds }kjk csps tkrs gaSA ckVk bf.M;k fyfeVsM] dydÙkk ds fufeZr twrs ,oa pIiy mlh dh dh QqVdj nqdkusacsprh gaSA gky gh esa dqN diM+k cukus okyh feyksa ds }kjk Hkh bl i)fr dks viuk;k x;k gS vkSj mUgksaus viuhnqdkusa cM+s&cM+s 'kgjksa esa [kksy nh gSa( tSls] jse.M~l feYl dh nqdkusa] VkVk xqzi ds feyksas dh nqdkusa] eQryky xqzids feyksa dh nqdkusa] vkfn ;|fi bl {ks=k esa D.C.M cgqr iqjkuk gSA bl izdkj dh nqdkusa nks izdkj dh gksrhgS&¼v½ Lo;a ds izn'kZu xg ;k nqdkusa ¼o½ Üka[kyk Hk.MkjA¼v½ Lo;a ds izn'kZu xg ;k nqdkusa (Own sales show rooms or shops): bl izdkj ds izn'kZu xg ;k nqdkusa

fuekZrk eq[;&eq[; 'kgjksa o LFkkuksa ij [kksy nsrs gSaA ;g xg ;k nqdkusa dkQh cM+s ,oa vkd"kZd :i ls lthjgrh gSa rFkk bu nqdkuksa vFkok xgksa ds ckgj laLFkk dk uke cgqr cM+s v{kjksa esa fy[kk jgrk gSA bu nqdkuksaij fuekZrk dk eky gh fcdrk gS rFkk foØ;drkZ Hkh fuekZrk ds gh osruHkksxh gksrs gSaA bu nqdkuksa o izn'kZuxgksa ij fuekZrk }kjk fu/kkZfjr ewY; gh fy;k tkrk gS rFkk mlds }kjk fu/kkZfjr uhfr;ksa dk gh vuqlj.kfd;k tkrk gSA izR;sd [kjhn ds fy, udn jlhn nh tkrh gSA

¼c½ cgq foØ;'kkyk,¡ ;k Üka[kyk Hk.Mkj (Multiple shops or Chain stores): blesa ,d gh LokfeRo dsvfèkdkj esa vkSj ,d gh izcU/k ds vUrxZr ,d gh izdkj dk eky dbZ Hk.Mkj csprs gSaA bu Hk.Mkjksa dkLokfeRo lk/kkj.kr;k fuekZrk ds ikl gksrk gSA bu Hk.Mkjksa dh [kjhnkjh] foKkiu] dk;Zfof/k] Hk.Mkjksa dkfMtkbu o deZpkfj;ksa ls lEcfU/kr dsUnzh; laxBu ds gkFkksa esa gksrh gSaA fcØh dk eky Hkh dsUnzh; Hk.Mkjksals gh mi&Hk.Mkjksa dks igqapk;k tkrk gSA Hk.Mkjksa ds izcU/k ds fy, dsUnzh; n¶rj gksrk gSA tks Hk.Mkj cM+sgksrs gSa os izkUrh; Lrjksa ij n¶rj j[krs gSa vkSj iz/kku dk;kZy; jk"Vªh; Lrj ij j[krs gSaAbu Hk.Mkjksa ds dke djus ds rjhds o <ax izekf.kr gksrs gSa rFkk buds ;gk¡ fo'ks"kKksa dh lsok,¡ Hkh izkIr djyh tkrh gSa tks dk;Z djus ds Js"B rjhds fuf'pr djrs gSaA Hkkjr esa Üka[kyk Hk.Mkjksa ds dqN mnkgj.k feyrsgSaA ckVk bf.M;k fyfeVsM] dydÙkk dh twrksa dh nqdkuksa ls lHkh yksx ifjfpr gSaA ;g nqdkusa lkjs ns'k esaQSyh gqbZ gSa vkSj ftudh la[;k vkt yxHkx] 1,000 gSA bl lEcU/k esa ,d vkSj mnkgj.k nsgyh DykFk ,.Mtujy feYl fyfeVsM] fnYyh dk feyrk gSA blds }kjk Hkh viuh QqVdj nqdkusa LFkkfir dh x;h gSaA gekjsns'k esa Üka[kykc) nqdkuksa dh la[;k fnu&izfrfnu c<+rh tk jgh gSA t; bUthfu;fjax oDlZ fyfeVsM]dydÙkk uked laLFkk tks m"k flykbZ e'khu] ia[ks] vkfn cuk jgh gS mlus Hkh viuh nqdkusa [kksy j[kh gStks Üka[kykc) Hk.Mkjksa dk gh ,d mnkgj.k gSA cgqr ls diM+k fey Hkh vc bl vksj vkxs vk jgs gSa( tSls]jse.M~l feYl rFkk VkVk xqzi dh nqdkusaA

2. Lo;a ds foØ;drkZ (Own salesmen): bl izdkj dh foØ; i)fr esa oLrq ds fuekZrk }kjk foØ;drkZvksa dhfu;qfDr dh tkrh gSA ;s foØ;drkZ le;≤ ij lEHkkfor xzkgdksa ls lEidZ LFkkfir djrs gSa vkSj mudks xzkgdcuk ysrs gSaA ;fn oLrq NksVh gS ;k miHkksx ;ksX; oLrq gS rks foØ;drkZ mldks vius lkFk ,d xkM+h esa mfpr izdkjls j[kdj lEHkkfor xzkgdksa ds ;gk¡ tkdj #drk gS] eky csprk gS vkSj rqjUr Hkqxrku ys ysrk gSA bl iz.kkyhdks ?kj&?kj esa foØ; Hkh dgrs gSaA bl izdkj ds mnkgj.k esa pk; dEifu;k¡ vkrh gSaA Hkkjr ds lHkh cM+s&cM+suxjksa esa cqzd ckW.M pk; dEiuh ;k fyiVu pk; dEiuh ds foØ;drkZ viuh xkM+h fy;s ?kwers fn[kk;h nsrs gSaA

foi.ku ds fl)kUr198

fgUnqLrku yhoj fyfeVsM ds Hkh foØ;drkZ lkcqu] MkyMk ?kh o ikmMj] vkfn csprs fn[kk;h nsrs gSaA ;fn ekyvkS|ksfxd gS] tSls] e'khusa] okVjdwyj] Vkbi&jkbVj] vkfn rks foØ;drkZ eky dk vkns'k ysdj dEiuh dks Hkstnsrk gS vkSj dEiuh eky Hkstus dh O;oLFkk djrh gSA

3. Mkd }kjk vkns'k (Mail order): Mkd ds }kjk Hkh ,d fuekZrk viuh oLrqvksa dks csp ldrk gSA blesa Mkd lsgh vkns'k vkrs gSa vkSj mu vkns'kksa dh iwfrZ Hkh Mkd ds ek/;e ls gh gksrh gSA oLrq ds ewY; dk Hkwxrku Hkh Mkd}kjk feyrk gSA vr% bl izdkj dh laLFkkvksa dks Mkd vkns'k xg dgrs gSaAbl rjhds esa foKkiu dk egRo dkQh gSA izR;sd foØsrk lwph&i=kksa] lekpkj&i=kksa ,oa foKkiu] vkfn ds ek/;e ls xzkgd dks eky dk ifjp; djkrk gSA xzkgd }kjk ml eky ds fy, Mkd }kjk vkns'k fn;k tkrk gSA foØsrkds ikl tc ;g vkns'k igqaprk gS rks og eky dks Bhd izdkj ls iSd dj Mkd[kkus ds ek/;e ls V.P.P Hkst nsrkgSA tc og oLrq vkns'k nsus okys ds ikl igqaprh gS rks og mldks ys ysrk gS vkSj ml ij fy[ks ewY; dk HkwxrkuMkd[kkus dks dj nsrk gSA fcuk ewY; ds Hkqxrku fd;s Mkd[kkuk oLrq dh lqiqnZxh vkns'k nsus okys dks ugha djrkgSA bl ewY; dk Hkqxrku Mkd[kkuk eky Hkstus okys dks dj nsrk gSA

4. VsyhQksu }kjk (By telephone): VsyhQksu ls Hkh fcØh dh tk ldrh gSA vejhdk tSls ns'k esa ;g i)fr dkeesa yk;h tkrh gSA blesa Øsrk foØsrk dks VsyhQksu ij vkns'k nsrk gSA foØsrk ml eky dh iwfrZ muds ?kj ij djnsrk gSA Hkkjr esa bl izdkj dh lsok fnYyh dh ,d vkVk fey iznku djrh gS tks VsyhQksu ls vkns'k izkIr djvkVs dh iwfrZ fnYyh uxj esa djrh gSA

5. foØ; e'khu }kjk (By vending machine): if'peh ns'kksa esa Lopkfyr e'khuksa ls Hkh fcØh dh tkrh gSA ;ge'khusa txg&txg ij yxh jgrh gS ftuesa eky vUnj Hkjk jgrk gSA bu e'khuksa esa ,d Nsn gksrk gS ftlesavko';d flôs Mkydj oLrq dks izkIr dj ldrs gSaA ;g e'khusa mlh izdkj dh gksrh gSa ftl izdkj dh vktdyotu ysus okyh e'khusa Hkkjr esa jsyos LVs'kuksa ij yxh gSa ftuesa 50 iSls dk flôk Mkyus ij ml e'khu ij [kM+sO;fDr dk otu ,d fVdV ij fy[k dj vkrk gSAHkkjr esa bl izdkj dh e'khu cEcbZ oh- Vh- LVs'ku ij IysVQkeZ fVdV cspus ds fy, yxk;h x;h gS ysfdu vesjhdkesa ,slh 60 yk[k e'khusa yxh gqbZ gSa tks 400 fofy;u MkWyj ds ewY; dh oLrqvksa dk foØ; izfro"kZ djrh gSaA ogk¡ftrus flxjsV ds fMCcs fcdrs gSa mudk 16 izfr'kr foØ; bu e'khuksa ds }kjk fd;k tkrk gSA

izR;{k foØ; iz.kkyh ls ykHk

(Advantages of Direct Selling)

izR;{k foØ; iz.kkyh ls fuEu ykHk feyrs gSa&¼v½ miHkksDrkvksa dks ykHk&izR;{k foØ; iz.kkyh ls miHkksDrk dks ;g ykHk feyrs gSa&

(i) oLrq dk ewy :i esa fey tkuk&bl iz.kkyh ds ek/;e ls oLrq ftl :i] jax] vkdkj] izdkj dh fuekZrk}kjk cuk;h tkrh gS mlh ewy :i esa miHkksDrkvksa dks izkIr gksrh gSaA chp esa mlesa feykoV ;k cnyus dkvolj ugha gksrkA

(ii) lsokvksa dh mfpr O;oLFkk&bl iz.kkyh ls foØ; djus ij miHkksDrkvksa dks fuekZrk }kjk nh x;h lHkh lsok,¡miyC/k gks tkrh gSa( tSls] foØ; ds ckn lsokA ;gh ugha] miHkksDrk dh f'kdk;rksa ij rqjUr o {kerkiwoZd/;ku fn;k tkrk gSA

(iii) de ykxr ij oLrq izkIr gksuk&bl i)fr ls miHkksDrkvksa dks oLrq lLrh feyrh gSA bldk dkj.k ;ggS fd eè;LFkksa ds ykHk ysus ls tks ewY; c<+rk gS og e/;LFkksa ds u gksus ds dkj.k ugha c<+ ikrk vkSj blizdkj miHkksDrkvksa dks de ykxr ij oLrq fey tkrh gSA

(iv) fu/kkZfjr ewY; ij oLrq izkIr gksuk&fuekZrk lh/kh fcØh esa oLrqvksa ewY; fu/kkZfjr dj nsrk gS vkSjmiHkksDrkvksa dks ogh ewY; oLrq [kjhnrs le; pqdkuk iM+rk gSA bl izdkj miHkksDrkvksa dks fu/kkZfjr ewY;

199forj.k okfgdk,¡

ij oLrq fey tkrh gS vkSj eksyHkko ugha djuk iM+rk gSA dHkh&dHkh fuekZrk viuh oLrqvksa ij dqN le;ds Hkhrj [kjhnus ij NwV nsrk gS( tSls] nhikoyh ds volj ij 20 izfr'kr dh NwVA miHkksDrkvksa dks blNwV ls ykHk izkIr djus dk iwjk volj feyrk gSA

¼c½ fuekZrk dks ykHk&izR;{k iz.kkyh ls fuekZrk dks ykHk feyrs gSa&(i) cktkj dk Kku&bl iz.kkyh esa fuekZrk vkSj miHkksDrk dk lkh/kk lEidZ gksus ls fuekZrk dks cktkj dh ek¡x]

miHkksDrk dh #fp esa ifjorZu] QS'ku esa ifjorZu] vkfn dk irk yxrk jgrk gS ftlls mRiknu dks mlhds vuq:i cukdj vf/kdre ykHk dek;k tk ldrk gSA

(ii) izfrLi)kZ u gksuk&bl i)fr ds vuqlkj ,d foØ; LFkku ij dsoy ,d gh fuekZrk dk eky cspk tkrkgSA bldk ifj.kke ;g gksrk gS fd vU; izfr;ksxh oLrq xzkgd ds le{k izLrqr gh ugha gksrh gS vkSj bl izdkjmiHkksDrk fcuk izfr;ksxh oLrqvksa dk eqdkcyk fd;s [kjhn ysrk gS] bl izdkj fuekZrk izfrLi)kZ ls cp tkrkgSA

(iii) ewY; fu;a=k.k lEHko&fuekZrk viuh oLrqvksa ds lEcU/k esa viuh bPNkuqlkj ewY; fu/kkZfjr dj ldrk gS vkSj;fn fcØh c<+kus ds fy, fdlh foØ; lao)Zu uhfr dks viukus dh vko';drk gS rks og mldks Hkh viukldrk gSA

izR;{k foØ; iz.kkyh ds nks"k

(Disadvantages of Direct Selling)

izR;{k foØ; iz.kkyh ds nks"kksa dk v/;;u miHkksDrk ,oa fuekZrk nksuksa ds nf"Vdks.kksa ls fd;k tk ldrk gS&¼v½ miHkksDrkvksa ds nf"Vdks.k ls nks"k &bl iz.kkyh ls foØ; gksus ij

(i) miHkksDrkvksa dks oLrqvksa esa rqyuk djus dk volj ugha feyrkA(ii) mldks fuekZrk }kjk fu/kkZfjr ewY; nsuk iM+rk gS vkSj eksyHkko dk volj ugha feyrkA(iii) miHkksDrkvksa dks ,d ckj Ø; dh x;h oLrq dks ilUn u vkus ij cnyus dh lqfo/kk ugha feyrh gSA

¼c½ fuekZrk ds nf"Vdks.k ls nks"k &(i) fuekZrk ds fy, ;g iz.kkyh vf/kd [kphZyh gS rFkk blds viukus ls vf/kd iw¡th O;; dh vko';drk gksrh

gSA(ii) cgr~ mRiknu ,oa foØ; laxBu dks fu;af=kr djus esa dfBukbZ jgrh gSA(iii) LFkk;h [kpZsa ¼tSls deZpkfj;ksa dk osru] nqdkuksa dk fdjk;k] fctyh dk O;;] vkfn½ dkQh c<+ tkrs gSa ftuesa

foØ; de gksus dh n'kk esa dVkSrh djuk lk/kkj.kr;k lEHko ugha gksrk gSA(iv) blesa lHkh tksf[ke o gkfu fuekZrk dks gh lgu djuh iM+rh gSA

vizR;{k forj.k ek/;e

(Indirect Distribution Channel)

vizR;{k forj.k iz.kkyh ls vFkZ oLrqvkas o lsokvksa dks e/;LFkksa ds ek/;e ls miHkksDrk rd igqapkus ls gSA tks laLFkk,¡ blvizR;{k forj.k iz.kkyh esa e/;LFk ds :i esa dk;Z djrh gSa mUgsa vizR;{k foØ; ,tsfUl;k¡ dgrs gSaA ;g ,tsfUl;k¡ rhuizdkj dh gksrh gSa& (1) izfrfu/k] (2) Fkksd foØsrk] (3) QqVdj foØsrkA bu rhuksa ,tsfUl;ksa ds ek/;e ls oLrq miHkksDrkrd fuEu izdkj igqaprh gS&

fuekZrk izfrfuf/k Fkksd foØsrk QqVdj foØsrk miHkksDrk

foi.ku ds fl)kUr200

oLrqvksa ds vizR;{k forj.k esa ;g vfuok;Z ugha gS fd lHkh e/;LFkksa dh lsokvksa dks dke essa yk;k tk;A ;g lEHko gS fdizfrfuf/k ds }kjk lh/kh gh miHkksDrk dks oLrq,¡ csp nh tk;saA ,slh fLFkfr esa chp ds e/;LFk&Fkksd foØsrk o QqVdjfoØsrk&dke esa ugha vk;saxsA blh izdkj QqVdj foØsrk dks lh/ks gh fuekZrk oLrqvksa dks csp ldrk gSA ,slh fLFkfr esaizfrfufèk o Fkksd foØsrk dh lsokvksa dk ykHk mBk;k tk ldrk gSAvizR;{k forj.k iz.kkyh ds ykHk

(Advantages of Indirect Sale)

vizR;{k forj.k iz.kkyh ls miHkksDrk ,oa fuekZrk dks ykHk gksrs gSa tks fuEu izdkj gSa&¼v½ miHkksDrkvksa dks ykHk&

(i) bl iz.kkyh ls foØ; djus ls miHkksDrkvksa dks oLrq dk p;u djus esa lqfo/kk jgrh gS( D;ksafd e/;LFkksa ds;gk¡ dbZ fuekZrkvksa dh oLrq,¡ gksrh gSaA

(ii) fofHké fuekZrkvksa dh oLrqvksa dh rqyuk Hkh dh tk ldrh gSA(iii) fofHké oLrqvksa ds ns[kus ls miHkksDrkvksa dks oLrqvksa dk Kku gksrk gS fd cktkj esa fdl izdkj dh oLrq,¡

miyC/k gSa vkSj muesa lcls vk/kqfud dkSu lh gSA¼c½ fuekZrkvksa dks ykHk&

(i) bl iz.kkyh esa foØ; djus ls fuekZrk dks fcØh&O;oLFkk djus ls eqfDr fey tkrh gS vkSj og viuk /;kuvU; vko';d ckrksa esa yxk ldrk gSA

(ii) bl <ax ds viukus ls fuekZrk dks vf/kd iw¡th dh vko';drk ugha jgrh gSA e/;LFkksa ls vfxze jde ysdjiw¡th esa of) dh tk ldrh gSA

(iii) bl rjhds ls O;kikj dk foLrkj gksrk gS vFkkZr~ nwj&nwj rd miHkksDrkvksa dks oLrq,¡ e/;LFkksa ds ek/;e lsigqapk;h tk ldrh gSaA

(iv) bl iz.kkyh ls laLFkk ds LFkk;h O;;ksa esa of) ugha gksrh gS vkSj u ogr~ foØ; laxBu cukus dh vko';drkjgrh gSA

vizR;{k forj.k iz.kkyh ds nks"k

(Disadvantages of Indirect Selling)

vizR;{k forj.k iz.kkyh ds nks"kksa dk v/;;u Hkh miHkksDrk ,oa fuekZrk nksuksa ds nf"Vdks.kksa ls fd;k tk ldrk gS&¼v½ miHkksDrkvksa ds nf"Vdks.k ls nks"k&

(i) miHkksDrkvksa dks oLrq dk vf/kd ewY; nsuk iM+rk gS D;ksafd chp esa ftrus e/;LFk vkrs gSa mu lcds }kjkviuk&viuk ykHk dk fgLlk tksM+k tkrk gS tks vUr esa oLrq ds foØ; ewY; dks c<+k nsrk gSA

(ii) miHkksDrk dks vf/kdka'k n'kkvksa esa oLrq ewy :i esa ugha feyrh gSA muesa feykoV vkfn dh lEHkkouk,¡ vfèkdgks tkrh gSaA

(iii) e/;LFkksa }kjk miHkksDrkvksa dks ?kVrs gq, ewY;ksa dk ykHk ugha fn;k tkrk gSA ysfdu ;fn dHkh ewY; c<+ tkrsgSa rks os rqjUr gh foØ; ewY; c<+k nsrs gSaA

(iv) mRiknd o miHkksDrkvksa esa lh/kk lEcU/k ugha gksrk gSA bldk ifj.kke ;g gksrk gS fd ;fn miHkksDrk oLrqls lUrq"V ugha gS rks mldks lh/ks f'kdk;r djus dk ekSdk ugha feyrkA e/;LFkksa }kjk ,slh f'kdk;rksa ijmfpr /;ku ugha fn;k tkrk gSA

201forj.k okfgdk,¡

¼c½ fuekZrk ds nf"Vdks.k ls nks"k&

(i) bl iz.kkyh ds vUrxZr fuekZrk dks miHkksDrk dh #fp] QS'ku ,oa izfrfØ;kvksa dk irk ugha yx ikrk vkSjmldks bl dk;Z ds fy, vyx ls cktkj vuqlU/kku vkfn ij O;; djuk iM+rk gSA

(ii) fuekZrk ek¡x dk Hkh mfpr vuqeku ugha yxk ikrk D;ksafd mldks e/;LFkksa ds Åij fuHkZj jguk iM+rk gSAblls e/;LFkksa }kjk fuekZrk dk 'kks"k.k fd;k tkrk gSA

(iii) e/;LFkksa ds ykHk ,oa O;; oLrq ds foØ; ewY; esa of) djrs gSa ftldk ifj.kke ;g gksrk gS fd oLrqizfr;ksfxrk esa fiNM+ tkrh gSA

nksgjh forj.k ek/;e

(Dual Distribution Channel)

^^tc ,d fuekZrk nksuksa izR;{k ,oa vizR;{k forj.k iz.kkfy;ksa dks viukrk gS rks ,slh iz.kkyh nksgjh forj.k iz.kkyh dgykrhgSA bl iz.kkyh esa nksuksa ds ykHk feyrs gSaA orZeku le; esa foi.ku fØ;kvksa ds foLrkj ds fy, ;g iz.kkyh cgqr gh mi;ksxhgS vkSj vktdy izR;sd fuekZrk ds fy, ;g iz.kkyh ,d vko';drk curh tk jgh gSA bl iz.kkyh dks viukus dk eq[;mís'; forj.k dks O;kid cukuk gSAysfdu bl iz.kkyh dks viukus esa lcls cM+h leL;k cktkjksa ds mfpr foHkktu dh gSA ;g r; djuk dfBu gksrk gS fdfdl LFkku ij izR;{k iz.kkyh viuk;h tk; o fdl ij vizR;{k iz.kkyhA

forj.k ek/;e ds pquko dks izHkkfor djus okys ?kVd(Factors Affecting Choice of Channels of Distribution)

fdlh oLrq ds foi.ku esa forj.k ek/;e dk pquko cgqr gh egRoiw.kZ gSA ;fn pquko mfpr :i esa ugha gksrk gS rksifj.kkeLo:i miHkksDrk dks oLrq vklkuh ls mfpr ewY; ij ugha fey ikrh gS ftlls fuekZrk vius dk;ZØe ds vuqlkjykHk izkIr ugha dj ldrk gSA vr% ,d fuekZrk }kjk forj.k ek/;e ds pquko dk fu.kZ; djrs le; ?kVdksa dks /;ku esaj[kk tkuk pkfg,A blh ckr dks bl izdkj dg ldrs gSa fd forj.k ek/;e ds pquko dks tks ?kVd izHkkfor djrs gSaAos ?kVd eq[; :i ls 6 gSa&

(i) fuekZrk lEcU/kh ckrsa] (ii) oLrq lEcU/kh ckrsa](iii) cktkj lEcU/kh ckrsa] (iv) e/;LFk lEcU/kh ckrsa](v) ljdkj lEcU/kh ckrsa (vi) vU; ckrsa

fuekZrk lEcU/kh ckrsa

(Manufacturers Considerations)

,d fuekZrk dk (1) vkdkj] (2) forj.k ek/;e dks fu;fU=kr djus dh mldh bPNk] (3) mldk vuqHko ,oa ;ksX;rk](4) mldh [;kfr ,oa vkfFkZd lk/ku] vkfn cgqr&ls ?kVd gSa tks fuekZrk dks forj.k&ekxZ lEcU/kh pquko dk fu.kZ; ysusdks izHkkfor djrs gSaA ;g lHkh ?kVd fuekZrk ls lEcfU/kr gksrs gSaA vr% budks fuekZrk lEcU/kh dgrs gSaA bu lHkh ?kVdksadk foLrr fooj.k bl izdkj gS&1. fuekZrk dk vkdkj (Size of the manufacturer)&fuekZrk lEcU/kh ckrksa esa ;g lcls egRoiw.kZ ckr gSA ftu

fuekZrkvksa dk vkdkj cgqr cM+k gksrk gS muds vkfFkZd lk/ku] [;kfr] izcU/kdh; ;ksX;rk] vkfn lEcU/kh lk/ku HkhvPNs gksrs gSaA vr% ,slh laLFkkvksa ds }kjk NksVk forj.k ek/;e viuk;k tkrk gSA

2. ek/;e dks fu;af=kr djus dh bPNk (Desire to control the channel)&;fn dksbZ fuekZrk forj.k ek/;e dksfu;af=kr djus dh bPNk j[krk gS rks bldk izHkko ;g gksxk fd mlds }kjk miHkksDrk ls lh/kk lEcU/k LFkkfir

foi.ku ds fl)kUr202

djuk gksxk blds fy, Lo;a dh nqdkusa [kksyh tk;saxh ftlls fd ewY; o forj.k ij fu;a=k.k fd;k tk ldsAysfdu ,slk djus ls O;;ksa esa of) gksrh gSA

3. izcU/kdh; vuqHko ,oa ;ksX;rk (Managerial experience and ability)&,d oLrq dk forj.k ek/;eizcUèkdh; vuqHko ,oa ;ksX;rk ls Hkh izHkkfor gksrk gSA ;fn fuekZrk esa vko';d izcU/kdh; vuqHko ,oa ;ksX; dhdeh gS rks mldks e/;LFk&O;kikfj;ksa ij vf/kd fuHkZj jguk gksxkA u;s fuekZrk lk/kkj.kr;k izkjfEHkd voLFkkesa e/;LFkksa ij gh fuHkZj jgrs gSaA

4. [;kfr ,oa vkfFkZd fLFkfr (Reputation and Financial condition)&fdlh laLFkk dh [;kfr mldh vPNhuhfr;ksa ,oa vPNh vkfFkZd fLFkfr ds dkj.k curh gSA ,d laLFkk dh ;g [;kfr mlds forj.k ek/;e dks izHkkfordjrh gSA ftl fuekZrk dh [;kfr vPNh gksrh gS og Lo;a dh nqdkusa ;k 'kk[kk,¡ [kksy ldrk gS vkSj e/;LFkksaij fuHkZj ugha jgrk gSA

oLrq lEcU/kh ckrsa

(Product Considerations)

os ckrsa tksfd oLrq ds xq.k ,oa izÑfr ls lEcfU/kr gSa Hkh forj.k ek/;e dks izHkkfor djrh gSaA blesa oLrq dh (1) uk'kokurk](2) mldk otu] (3) mldh rkfU=kd izÑfr] (4) mldh izfr;ksfxrk] vkfn 'kkfey gSa ftudk fooj.k fuEufyf[kr gS&1. uk'kokurk (Perishability)&os oLrq,¡ tks uk'koku izÑfr dh gksrh gS tYnh u"V gks tkrh gSaA vr% mudks rqjUr

cspus dh vko';drk gksus ds dkj.k de e/;LFkksa dh vko';drk gksrh gSA ;g oLrq,¡ ;k rks fuekZrk }kjk Lo;a;k QqVdj foØsrkvksa }kjk gh csph tk ldrh gSA blds foijhr] ;fn oLrq uk'koku izÑfr dh ugha gS rks forj.kekxZ yEck gks ldrk gS vFkkZr~ fuekZrk vkSj miHkksDrk ds chp e/;LFk O;kikfj;ksa dh la[;k vf/kd gks ldrh gSA

2. otu (Weight)&oLrq dk otu mlds forj.k ek/;e dks izHkkfor djrk gS ;fn oLrq Hkkjh gS rks mldks fuekZrkds }kjk lh/kk gh vkS|ksfxd miHkksDrk ;k vU; miHkksDrk dks Hkstk tk;sxkA ;g Hkh gks ldrk gS fd bu nksuksa dksfeykus okyk e/;LFk chp esa gksA ,slh Hkkjh oLrq,¡ jsy ds oSxu ;k eksVj&Vªs esa Hkjdj Hksth tkrh gSaA

3. rduhdh izÑfr (Technical nature)&;fn oLrq cgqr gh rduhdh izÑfr dh gS vkSj ftlesa foØ; ds cknlsok dh vko';drk gS rks ,slh oLrq dks Lo;a fuekZrk }kjk gh cspk tkuk pkfg, ftlls fd Øsrk dks vko';drduhdh tkudkjh nh tk ldsA e/;LFkksa }kjk Hkh bl izdkj dh oLrq dk foØ; fd;k tk ldrk gS ysfdu bldsfy, e/;LFkksa dks izf'k{k.k ,oa lqfo/kk nsuk vfuok;Z gksxkA

4. izfr;ksfxrk (Competition)&,d foØsrk dks bl ckr dk irk yxkuk pkfg, fd izfr;ksxh oLrqvksa ds fuekZrkvksa}kjk dkSu&dkSu lk forj.k ek/;e viuk;k x;k gS ftlls fd mldh bPNkvksa dks ysdj u;k forj.k&ekxZviuk;k tk ldsA

cktkj&lEcU/kh ckrsa

(Market Considerations)

forj.k ek/;e ds p;u djus esa cktkj lEcU/kh ckrsa cgqr gh egÙoiw.kZ gSaA cktkj lEcU/kh ckrksa dk vFkZ gS fd (1) oLrqmiHkksDrk cktkj dh gS ;k vkS|ksfxd cktkj dh \ (2) Øsrkvkssa dh la[;k fdruh gS\ (3) ml oLrq ds xzkgdksa dh Ø;&vknrsadSlh gSa\ (4) ml oLrq ds vkns'k dh ek=kk dk vkdkj dSlk gSA (5) {ks=kh; nf"V ds Øsrk fdu LFkkuksa ij dsfUnzr gSa] vkfnAbu lHkh ckrksa dk fooj.k fuEu izdkj gS&1. vkS|ksfxd ,oa miHkksDrk cktkj (Industrial and Consumer market)&cktkj lEcU/kh ?kVdksa esa igyk

?kVd ml oLrq dk cktkj gSA ;gk¡ ij cktkj 'kCn dk vFkZ ;g gS fd og oLrq fdl izdkj dh gS vFkkZr~ ogoLrq lkekU; miHkksDrkvksa ds fy, gS ;k vkS|ksfxd miHkksDrkvksa ds fy,\ ;fn oLrq lkekU; miHkksDrkvksa ds fy,gS rks ml oLrq ds vf/kd e/;LFk gks ldrs gSaA ysfdu ;fn oLrq vkS|ksfxd miHkksDrkvksa ds fy, gS rks mldse/;LFkksa dh la[;k de gks ldrh gSA

203forj.k okfgdk,¡

2. xzkgdksa dh la[;k (Number of customers)&xzkgdksa dh la[;k Hkh forj.k ek/;e ds fu.kZ; djus esa izHkkoMkyrh gSA ;fn xzkgdksa dh la[;k vf/kd gS rks forj.k esa e/;LFkksa dh lsokvksa dk mi;ksx fd;k tk ldrk gS ysfdufoijhr fLFkfr gksus ij vFkkZr~ xzkgdksa dh la[;k de gksus ij Lo;a fuekZrk }kjk forj.k fd;k tk ldrk gSA

3. xzkgdksa dh Ø; vknrsa (Customers' buying habits)&xzkgdksa dh Ø; vknrsa forj.k ek/;e dks izHkkfor djrhgSa( tSls ;fn oLrq ds Øsrkvksa dh vknr m/kkj ysus dh gS vkSj fuekZrk m/kkj nsus dh fLFkfr esa ugha gS rks bldkvFkZ ;g gS fd mldks ,sls e/;LFkksa dk lgkjk ysuk gksxk tks m/kkj nsus esa leFkZ gSaA

4. vkns'kksa dk vkdkj (Size of orders)&;fn vkns'k cM+h&cM+h ek=kk esa rFkk dqN gh vkrs gSa rks fuekZrk }kjk iwfrZdk mÙkjnkf;Ro Lo;a vius Åij fy;k tk ldrk gSA blh izdkj ;fn vkns'k NksVh&NksVh ek=kk esa cgqr vf/kdvkrs gSa rks Fkksd O;kikfj;ksa dh lgk;rk yh tk ldrh gSA bl izdkj vkns'k dk vkdkj forj.k ek/;e dks izHkkfordjrk gSA

5. {ks=kh; dsUnzhdj.k (Regional concentration)&;fn oLrq ds Øsrk fdlh fo'ks"k {ks=k] jkT; ;k LFkku esa cls gq,gSa rks fuekZrk }kjk Lo;a fcØh dk jkLrk viuk;k tk ldrk gS] ysfdu ;fn Øsrk fc[kjs gq, gSa rks e/;LFkksa dhlgk;rk yh tk ldrh gSA

e/;LFk&lEcU/kh ckrsa

(Middlemen Considerations)

e/;LFk lEcU/kh ckrsa Hkh forj.k ek/;e ij izHkko Mkyrh gSaA e/;LFk lEcU/kh ckrksa esa (1) e/;LFkksa dh lsok,¡] (2) mudhmiyC/krk] (3) fcØh dh lEHkkouk,¡] (4) ykxr] ,oa (5)uhfr&vuqlj.k vkfn ckrsa vkrh gSaA bu lHkh dk fooj.k fuEu gS&1. lsok,¡ (Services)&e/;LFkksa dk pquko mudh lsokvksa dks /;ku esa j[kdj fd;k tkrk gSA tks e/;LFk vf/kd lsok,¡

nsus dks rS;kj gksa mUgha dks pquk tkuk pkfg,A2. miyC/krk (Availability)&,d fuekZrk dks ftl izdkj ds e/;LFkksa dh vko';drk gksrh gS mls mlh izdkj ds

e/;LFk feyus pkfg,A tSls] ;fn ,d fuekZrk ,dek=k forjd pkgrk gS vkSj mudks ,sls e/;LFk ugha feyrs gSarks mldks vius forj.k ek/;e esa vko';d ifjorZu djuk gksxkA bl izdkj miyC/krk Hkh forj.k ek/;e ds pqukoij izHkko Mkyrh gSA

3. fcØh dh lEHkkouk,¡ (Sales possibilities)&ftl forj.k&lk/ku }kjk fcØh c<+us dh lEHkkouk,¡ lcls vfèkdgksrh gSa ml lk/ku dks gh pquuk pkfg,A ysfdu bl ckr dks /;ku esa j[kuk pkfg, fd forj.k ek/;e eg¡xk uiM+s rFkk lkFk&lkFk fuekZrk dk e/;LFkksa ij vko';d fu;U=k.k cuk jgsA

4. ykxr (Cost)&ftu lk/kuksa ls forj.k ykxr de iM+rh gS mudks viuk;k tkuk pkfg,A ysfdu lkFk gh lsokvksa,oa eky dks Hkh /;ku esa j[kk tkuk pkfg,A

5. uhfr&vuqlj.k (Adoptation of policies)&uhfr&vuqlj.k Hkh forj.k ek/;e dks izHkkfor djrk gS( tSls]dHkh&dHkh e/;LFk fdlh oLrq dks cspuk pkgrk gS] ysfdu mldh 'krZ gksrh gS fd oLrq dks ¼fuekZrk }kjk fu/kkZfjrewY;½ ls vf/kd ewY; ij cspus dh vuqefr ns nh tk;A ;fn fuekZrk fu/kkZfjr ewY; ij cspus dh viuh [;kfrcukuk pkgrk gS rks mldks ,sls e/;LFk ekU; ugha gksaxsA bldk vFkZ ;g gS fd fuekZrk dh uhfr Hkh e/;LFkksa dspquko ij izHkko Mkyrh gSA

ljdkjh fu;e

(Government Regulations)

vkt ds lektoknh ,oa lkE;oknh ;qx esa ljdkjsa Hkh ,slh 'krZsa ,oa izfrcU/k yxk nsrh gSa fd ,d fuekZrk dks e/;LFk pqursle; mudks /;ku esa j[kuk iM+rk gS( tSls] Hkkjr esa nokb;ksa dks cspus okys e/;LFkksa dks ljdkj ls ykblsal ysuk iM+rk

foi.ku ds fl)kUr204

gSA vr% nokb;ksa ds fuekZrk dks viuk forj.k ek/;e pqurs le; bl ckr dks /;ku esa j[kuk gksxk fd forj.k ykblsalèkkjhfoØsrkvksa ds ek/;e ls gh gks] vU;Fkk dEiuh o foØsrk ds fo#) dkuwuh dk;Zokgh dh tk ldrh gSA blh izdkj 'kjkcHkh ykblsal/kkjh ¼Bsdsnkj½ e/;LFkksa ds ek/;e ls gh csph tk ldrh gSAvU; ckrsa

(Other Factors)

forj.k ek/;e dk pquko djrs le; dqN vU; ckrsa Hkh gSa tks izHkko Mkyrh gSaA vr% forj.k ek/;e dk pquko djrs le;bu pkj ?kVdksa ij Hkh fopkj dj fy;k tkuk pkfg,& (i) forj.k ek/;e xzkgdksa dh nf"V dks /;ku j[kdj gh r; fd;ktk; ftlls fd mudks oLrq izkIr djus esa vklkuh jgs( (ii) ek/;e laLFkk ds mís';ksa ds vuqdwy gksuk pkfg,( (iii) ek/;eesa yksp Hkh gksuh pkfg, ftlls fd mlesa vko';drkuqlkj ifjorZu fd;k tk lds( (iv) ek/;e ,slk gks fd fu/kkZfjr cktkjrd igqap ldsA

ek/;e ;k okfgdk&izcU/k lEcU/kh fu.kZ;(Channel-Management Decisions)

tc fuekZrk forj.k ek/;e ds Lo:i dk fu.kZ; dj ysrk gS rks mlds le{k rhu izcU/k lEcU/kh leL;k,¡ vkrh gSa ftudslEcU/k esa mudks Øekuqlkj fu.kZ; ysus iM+rs gSa& (1) ek/;e&lnL;ksa dk pquko djuk] (2) ek/;e&lnL;ksa dks izsfjr djuk](3) ek/;e&lnL;ksa dk ewY;kadu djukA1. ek/;e&lnL;ksa dk pquko djuk (Selection of Channel Members)&,d fuekZrk }kjk vius forj.k ek/;e

ds Lo:i dk fu.kZ; dj ysus ds ckkn forj.k ek/;e ds lnL;ksa dk pquko djuk iM+rk gSA blds fy, dqNfuekZrkvksa dks] ftudh cktkj eas [;kfr vf/kd gksrh gS] Lor% gh e/;LFkksa ds }kjk izLrko fd;s tkrs gSa fd mudksos vius e/;LFk cuk ysa ysfdu dqN fuekZrkvksa dks bl izdkj ds izLrko ugha feyrs gSa vkSj mudks ,slh laLFkk,¡<w¡<+uh iM+rh gSa] tks e/;LFk cuus ds fy, rS;kj gksaA bl dk;Z ds fy, fuekZrk }kjk igys ls gh fofHké izdkj lsizpkj ,oa foKkiu fd;k tkrk gS ftlls izHkkfor gksdj muds ikl e/;LFk cuus ds izLrko vk tkrs gSaA bl nwljhuhfr dks ge e/;LFkksa ij oLrq Fkksius dh jhfr&uhfr dgrs gSaA bl izdkj dh uhfr esa ykHkiznrk ij vf/kd tksjfn;k tkrk gS rFkk e/;LFkksa ds le{k 'krZsa Hkh vklku j[kh tkrh gSaA dHkh&dHkh migkj ;k HksaV ;k Ýh eky ds:i esa Hkh dqN lqfo/kk,¡ iznku dh tkrh gSaAe/;LFk cuus ds izLrko pkgs fdlh Hkh izdkj vk;sa ysfdu fuekZrk ds le> rks ,d leL;k mRié gks tkrh gS fd

og fdl&fdl dks e/;LFk pqus rFkk pquus ds fy, fdu y{k.kksa dks /;ku esa j[ksaA lkekUr;k ,d fuekZrk bu ckrksads ckjs esa irk yxkrk gS fd (i) ml izR;k'kh O;olk;h dks O;olk; djrs le; fdruk le; gks pqdk gS\(ii) bl le; mldh izxfr dSlh gS \ (iii) D;k og Hkqxrku djus esa vPNk Hkqxrku djus okyk gS\ (iv) D;k ogcktkj esa vPNh [;kfr j[krk gS\ (v) O;olk;h fdu&fdu oLrqvkas esa igys ls O;olk; dj jgk gS\ (vi) D;kog viuh oLrq esa O;ogkj djus ds fy, vko';d lkt&lTtk o rduhdh Kku j[krk gS\ (vii) ;fn og O;olk;hfdlh vU; izdkj dk O;olk; dj jgk gS rks D;k og bl u;h oLrq&iafä dks l¡Hkkyus ds fy, i;kZIr /ku o vU;ckrsa j[krk gS\ (viii) D;k mldk O;olk; ,sls LFkku ij gS tgk¡ ij foØsrk vklkuh ls igqap ldrk gS\ftu laLFkkvksa ds lEcU/k esa mi;qZDr y{k.kksa ds mÙkj vf/kdka'k ekeyksa esa gk¡* esa feyrs gSa mudks e/;LFk&lnL;ds :i esa pquk tk ldrk gSA ,d fuekZrk&laLFkk ds lEcU/k dks ,slh fLFkfr esa fu.kZ; ysrs le; lnk gh dqNdlkSfV;k¡ LFkkfir djuh iM+rh gS ftudks /;ku esa j[kdj gh fu.kZ; fy;s tkrs gSaA

2. ek/;e&lnL;ksa dks izsfjr djuk (Motivation of Channel Members)&tc ek/;e&lnL;ksa dk pquko djfy;k tkrk gS rks fQj muds lkFk ,d fyf[kr le>kSrs ij nksuksa ds gLrk{kj gks tkrs gSaA vc izcU/k ds le{k ,d

205forj.k okfgdk,¡

leL;k vkrh gS fd e/;LFkksa dks vf/kd foØ; ds fy, izsfjr fd;k tk;A ,d fuekZrk dks u rks vR;f/kd izsj.kkdjuh pkfg, vkSj u U;wu izsj.kkA vR;f/kd izsj.kk nsus ls ;|fi fcØh c<+ tkrh gS ysfdu ykHkksa dh ek=kk de gkstkrh gSA blh izdkj U;wu izsj.kk ls mfpr izksRlkgu ugha feyrk gSA blls u rks fcØh esa gh of) gksrh gS vkSju ykHkksa easA vr% ;g dgk tkrk gS fd ,d fuekZrk dks chp dk jkLrk viukuk pkfg, ftlls fd fcØh esa of)gks lds] ykHk Hkh mfpr ek=kk esa cus jgsa rFkk e/;LFk dks Hkh vf/kd foØ; ds fy, izsj.kk feyrh jgsA;fn ,d ckj izsj.kk lEcU/kh fu.kZ; ysus ds ckn Hkh fuekZrk o e/;LFk ;g le>rs gSa fd vHkh Hkh U;wu izsj.kk gSrks fuekZrk dks vkSj izsj.kk ds fy, lkspuk pkfg,A ;g nks izdkj ls nh tk ldrh gSA izFke] e/;LFkksa dks mfprlk[k 'krs± iznku djds ;k mudk ekftZu c<+kdj] ;k mudks vU; izdkj ls ewY;ksa esa lqfo/kk nsdjA nwljs] mudsdk;Z&dykiksa dh le;≤ ij leh{kk djrs jgus ds lkFk&lkFk mudks lq/kkj ds fy, lq>ko nsrs jgukAfdlh Hkh izsj.kk lEcU/kh fu.kZ; dks ysrs le; e/;LFkksa ds nf"Vdks.k dks Hkh /;ku esa j[kuk pkfg, vkSj fu.kZ; ,slkfy;k tkuk pkfg, fd e/;LFk ukjkt u gksa] cfYd vf/kd foØ; ds fy, izsfjr gksaA izsj.kk dh leL;k cgqr ghtfVy gSA bldk dkj.k ;g gS fd blls fuekZrk ,oa e/;LFk ds chp lg;ksx c<+rk gS ;k blds foijhr vlg;ksxizkjEHk gks tkrk gSA

3. ek/;e&lnL;ksa dk ewY;kadu djuk (Evaluation of Channel Members)&fuekZrk us ftu e/;LFkksa dksfu;qDr fd;k gS muds dk;kZsa dk ewY;kadu le;≤ ij mlds }kjk fd;k tkrk jguk pkfg,] ftlls fd ftue/;LFkksa dh fcØh mfpr ugha gS mudks foØ; c<+kus ds fy, dgk tk lds vkSj mlds ckn Hkh os fØ;k'khy ugksa rks mudks gVk;k tk ldsAbl ewY;kadu ds fy, dksbZ izeki ;k vkn'kZ LFkkfir fd;k tkuk pkfg,A ;fn fdlh e/;LFk dh fcØh ml vkn'kZ;k izeki ls de gS rks mldks foØ;&of) ds fy, dgk tkuk pkfg,A bl dk;Z ds nks :i gSa&¼v½ e/;LFk dhfiNyh fcØh ls rqyuk djuk o ¼c½ e/;LFk dh fcØh dk mlds fy, fu/kkZfjr dksVs ls rqyuk djukA¼v½ izR;sd e/;LFk dh fiNyh fcØh ls rqyuk djuk (Comparison of each middleman's sales

performance with his own past performance)& blesa izR;sd e/;LFk dh fcØh dh rqyuk mldhfiNys o"kkZsa dh fcØh ls dh tkrh gSA lk/kkj.kr;k fiNys dbZ o"kkZsa dh fcØh ls dh tkrh gSA lk/kkj.kr;kfiNys dbZ o"kkZsa dh fcØh dk vkSlr fudky ysrs gSa ftldks ,d vkn'kZ ;k izeki ekurs gSaA ;fn fdlh foØsrkdh fcØh dk vkSlr fudky ysrs gSa ftldks ,d vkn'kZ ;k izeki ekurs gSaA ;fn fdlh foØsrk dh fcØh fdlho"kZ bl izdkj fudkyrs gq, vkSlr ls fxj tkrh gS rks fuekZrk }kjk blds dkj.kksa dh tk¡p dh tkrh gS vkSjvkxs vkus okyh vof/k esa mudk fujkdj.k djds fcØh dks c<+kus dk iz;Ru fd;k tkrk gSA ;fn ;s dkj.ke/;LFk }kjk gh fefeZr gSa tSls] xzkgdksa ds lkFk mfpr O;ogkj u djuk] izf'k{k.k dk;ZØe esa lg;ksx u djuk]lo)Zu ds dk;kZsa esa vlg;ksx] fuekZrk dh oLrq dh mis{kk djuk] vkfn rks budk fujkdj.k e/;LFk ds lkFkckrphr dj Hkfo"; esa lg;ksx dk vk'oklu izkIr dj fd;k tk ldrk gSA ysfdu ;fn dkj.k ns'k dhvkfFkZd o jktuhfrd fLFkfr ls lEcfU/kr gS rks e/;LFk ds fo#) dksbZ dk;Zokgh djus dh vko';drk ughagS ;|fi mlds izsfjr djus dh vko';drk gSA

¼c½ izR;sd e/;LFk dh fcØh dh mlds fy, fu/kkZfjr dksVs ls rqyuk djuk (Comparison of each

middleman's performance with the quota established for him)& bl rjhds esa e/;LFk dh fcØhdk dksVk ml {ks=k dh foØ; lEHkkO;rk ds vk/kkj ij fu/kkZfjr fd;k tkrk gS vkSj fQj vof/k dh okLrfodfcØh dh rqyuk bl dksVs ls dh tkrh gSA ;fn mudh fcØh bl dksVs ls de gksrh gS rks blds dkj.kksa dhtk¡p dh tkrh gS o e/;LFk ls fopkj&foe'kZ dj Hkkoh mik;ksa dh :ijs[kk cuk;h tkrh gSA;fn fdlh e/;LFk dh fcØh fu/kkZfjr Lrj ls de gS rks ,sls e/;LFk ls ,d fuf'pr vof/k esa fcØh c<+kusds fy, dgk tk ldrk gSA ;fn mlds }kjk bl c<+k;h gqbZ vof/k esa Hkh fcØh u c<+k;h tk lds rks mldks

foi.ku ds fl)kUr206

gVk;k tk ldrk gSA ysfdu dHkh&dHkh dqN e/;LFk ,sls gksrs gSa fd ;fn mudks gVkus dh ckr dh tkrhgS rks muds lEcU/k fcxM+ ldrs gSa tks O;olk; ds fy, mfpr fn[kk;h ugha nsrk ,slh fLFkfr esa mudks cuk;sj[kuk gh mfpr gksxkA ,slh fLFkfr dks u vkus nsus ds fy, ;g vko';d gS fd izkjEHk esa e/;LFk ds lkFkle>kSrk fd;k tk;] og bl izdkj fd;k tkuk pkfg, fd mlesa e/;LFk ds drZO; ,oa nkf;Ro Li"V gksa]fo'ks"k :i ls (i) xzkgd lsok,¡( (ii) xzkgd dk lqiqnZxh dk le;( (iii) [kjkc o [kks;s gq, eky ds lEcUèk esafu;e( (iv) izf'k{k.k ,oa izorZu izksxzkeksa esa lg;ksx( (v) foØ; l?kurk (intensity)( vkfnA Hkkjr esa LdwVjcukus okyh dEifu;k¡ vius forjdksa dk igys ls gh dksVk fu/kkZfjr dj nsrh gSa ftldk foØ; djuk muforjdksa ds fy, vko';d gSA ;g dksVk mRiknu dks ns[krs gq, ?kVrk&c<+rk jgrk gSA ;g dksVs ,d foØsrk;k forjd fu"iknu ds fy, ekxZ&n'kZd ds :i esa dk;Z djrs gSaA

ek/;e ;k okfgdk la'kks/ku lEcU/kh fu.kZ;(Channel Modification Decisions)

,d fuekZrk ds forj.k ek/;e ds :i esa le;≤ ij ifjorZu vko';d gks ldrk gSA bldk dkj.k ;g gS fd O;kikfjdifjfLFkfr;k¡ le;≤ ij cnyrh jgrh gSaA vr% mu cnyrh gqbZ ifjfLFkfr;ksa ds dkj.k forj.k ek/;e esa la'kks/ku djukvko';d gks tkrk gSA blfy, ,d fuekZrk dks le;≤ ij forj.k ek/;e esa la'kks/ku ;k ifjorZu gsrw voyksdu djrsjguk pkfg,A bl ek/;e&la'kks/ku lEcU/kh voyksdu esa fuEu rhu ckrkas ds lanHkZ esa fu.kZ; ysus iM+rs gSaA1. O;fDrxr e/;LFkksa dks j[kus ;k gVkus dk fu.kZ; (Adding or Dropping Individual Middlemen)&os

eè;LFk tks fdlh fuekZrk ds eky dks csp jgs gSa vksj mudh dqy fcØh fuekZrk dh nf"V ls lUrks"ktud ughagS rks muds lEcU/k esa fuekZrk dks ;g lkspuk iM+rk gS fd og mudks viuk e/;LFk cuk;s j[ks vFkok ughaAlkèkkj.kr;k ,slk djus ls iwoZ e/;LFk dks ,d fuf'pr vof/k esa ,d fuf'pr Lrj rd fcØh dks c<+kus esa vlQyjgrk gS rks mldks gVkus dk fu.kZ; ysus ds fy, ck/; gksuk iM+rk gSA os e/;LFk ftudh fcØh de jgrh gS muij fuekZrk }kjk mudh fcØh dks ns[krs gq, vf/kd O;; djuk iM+rk gS tks vUr esa oLrq dh ykxr dks c<+krk gSAysfdu blds foijhr] e/;LFk dks gVkus dk fu.kZ; Hkh O;olk; ds ykHkksa dks izHkkfor dj ldrk gSA ;fn e/;LFkdks gVkus dk fu.kZ; ys fy;k tk; vkSj dksbZ vU; e/;LFk fu;qDr u fd;k tk; rks fuekZrk dh dqy fcØh degks tk;sxh vkSj bl izdkj izfr oLrq ykxr c<+ tk;sxh D;ksafd mifjO;; c<+ tk;saxsA bl izdkj ge ;g ikrs gSafd e/;LFk dks gVkuk ;k cuk;s j[kuk Hkh O;olk; ds ykHkksa o ykxrksa dks izHkkfor djrk gSA vr% vko';drkbl ckr dh gS fd gVkus o j[kus lEcU/kh ckrksa dk Hkh O;olk; ij D;k izHkko iM+sxk bldks tkuus ds fy, fuekZrkdks foLrr fo'ys"k.k djuk pkfg,A

2. foi.ku&ek/;e dks ?kVkuk ;k c<+kuk (Dropping or Adding a marketing channel)&Øsrk dk Ø; O;ogkjle; ds vuqlkj cnyrk jgrk gSA vr% vko';drk bl ckr dh gS fd cnyrs gq, Ø; O;ogkj esa foi.ku ekè;eHkh LFkk;h u jgdj cnyrs jguk pkfg,A blfy, ,d fuekZrk le;≤ ij bl ckr dk irk yxkrk jgrkgS fd og cktkj esa lokZsÙke <ax ls igqap jgk gS\ ;fn blds mÙkj esa og ikrk gS fd og Bhd izdkj ls cktkjesa ugha igaqp jgk gS rks og foi.ku ek/;e esa ifjorZu djus dk fu.kZ; ys ldrk gSA bl ifjorZu esa forj.k dsu;s ek/;e pqus tk ldrs gSa o iqjkus ek/;e ls NqVdkjk ik;k tk ldrk gSA

3. forj.k dh lEiw.kZ iz.kkyh esa la'kks/ku djuk (Revising the overall system of distribution)&tc dHkhforj.k dh lEiw.kZ iz.kkyh esa la'kks/ku djus dh vko';drk izrhr gksrh gS rks fuekZrk ds lokZsPp izcU/k ds }kjkbl lEcU/k esa fu.kZ; fy;k tk ldrk gSA ,slk djus ls laLFkk dk foi.ku&feJ.k ,oa mudh uhfr;k¡ cny tkrhgSaA

207forj.k okfgdk,¡

lEiw.kZ iz.kkyh esa la'kks/ku djuk ,d egRoiw.kZ ekeyk gS ftldk fu.kZ; [kwc lksp&fopkj dj fy;k tkukpkfg,A vktdy Hkkjr esa ;g ns[krs gSa fd diM+k cukus okys fuekZrk vc viuh forj.k iz.kkyh esavk/kkjHkwr ifjorZu yk jgs gSaA vc rd os viuk diM+k vk<+fr;k o ,ts.V ds ek/;e ls gh csprs Fks ysfdu vcos ;k rks viuh Lo;a dh nqdkusa LFkkfir dj jgs gSa ;k LFkku&LFkku ij ,dek=k forjd ;k ,ts.V fu;qDr djjgs gSaA

ek/;e ;k okfgdk&fu.kZ; dk foi.ku uhfr ij izHkko(Effect of Channel Decisions on Marketing Policy)

forj.k ek/;e lEcU/kh fu.kZ; foi.ku ds cgqr&ls {ks=kksa ij izHkko Mkyrk gSA blh dks bl izdkj dg ldrs gSa fd,d foi.ku izcU/kd ds foi.ku lEcU/kh fu.kZ; forj.k&ekxZ fu.kZ; ls izHkkfor gksrs gSaA lk/kkj.k Hkk"kk esa bl izdkj Hkhdg ldrs gSa fd forj.k&ekxZ dk foi.ku ij D;k izHkko gS\ bu izHkkoksa dk v/;;u fuEu vk/kkjksa ij fd;k tk ldrkgS&

1. ewY; uhfr;k¡ (Pricing policies)&,d miHkksDrk dks tks ewY; nsuk iM+rk gS mlesa forj.k ykxr Hkh 'kkfey gSAbldk vFkZ ;g gS fd forj.k ek/;e ewY; dks izHkkfor djrk gSA izR;sd fuekZrk dks vius e/;LFkksa dks brukvo'; gh nsuk pkfg, fd e/;LFkksa dks oLrq dks izkIr djus dh ykxr ds lkFk&lkFk mfpr ykHk Hkh fey tk;saA;fn muds ykHk esa deh jgh rks mudks dk;Z djus dk mRlkg ugha jgsxk vkSj os u rks mfpr :i ls fuekZrk dhgh lsok dj ldsasxs vkSj u miHkksDrk dhA bl izdkj forj.k ek/;e ,d fuekZrk dh ewY; uhfr;ksa dks izHkkfor djrsgSaA

2. LVkWd uhfr;k¡ (Inventory policies)&forj.k ek/;e LVkWd uhfr;ksa dks Hkh izHkkfor djrs gSaA forj.k ek/;ebl izdkj dk gS fd mfpr lsok dks nsus ds fy, vko';d iqtkZsa dk LVkWd j[kus dh vko';drk gS rks tgk¡&tgk¡lsok lqfo/kk iznku dh tk;sxh ogk¡ lHkh LFkkuksa ij iqtkZsa dk Hk.Mkj j[kuk vko';d gksxkA

3. foKkiu uhfr;k¡ (Advertising policies)&forj.k ek/;e foKku uhfr;ksa dks Hkh izHkkfor djrk gSA ,d fuekZrkdk forj.k ek/;e ftl izdkj dk gksxk oSlh gh mldks foKkiu uhfr;k¡ viukuh gksaxhA ;fn forj.k ek/;e NksVkgS vkSj e/;LFk foØsrkvksa ds ykHk dk izfr'kr de gS rks QqVdj foØsrkvksa dh [;kfr ij vf/kd fuHkZj jguk gksxkvkSj foKkiu ij vf/kd O;; djuk gksxk ftlls fd miHkksDrk ml oLrq dks ek¡xrk gqvk nqdku ij vk;s vkSjfoØsrk ml oLrq dk vius ikl j[kus ds y, ck/; gks tk;sA

4. ifjogu uhfr;k¡ (Transportation policies)&ifjogu uhfr;k¡ Hkh forj.k ek/;e ls izHkkfor gksrh gSaA ;fnforj.k lkjs ns'k esa QSyk gqvk gS rks jsy o eksVj&Vªdksa dk lgkjk ysuk gksxkA blds foijhr] ;fn ml oLrq dkforj.k lhfer gS( rks ogk¡ vU; lk/kuksa dk lgkjk fy;k tk ldrk gSA

5. foØ; uhfr;k¡ (Selling policies)&forj.k ek/;e foØ; uhfr;ksa dks Hkh izHkkfor djrk gSA tSlk] forj.kek/;e gksxk mlh ds vuq:i foØ; 'kfDr fu;qfDr djuh gksxhA mnkgj.k ds fy,] ;fn forj.k ek/;e Fkksd foØsrkls QqVdj foØsrk o miHkksDrk tSlk gS rks foØ;drkZ j[kus gksaxs tks Fkksd foØsrkvksa ls lEidZ LFkkfir dj ldsaAblds foijhr] ;fn forj.k QqVdj foØsrkvksa ds ek/;e ls gksrk gS rks vf/kd foØ;drkZ j[kus gksaxsA lkFk gh nksuksaizdkj ds foØ;drkvksa ds xq.kksa] ikfjJfed o ;ksX;rkvksa esa Hkh vUrj gksxkA

foi.ku ds fl)kUr208

ek/;e ;k okfgdk fu.kZ; dk foi.ku dk;ZØe ij izHkko(Influence of Channel Decision on Marketing Programme)

,d O;olk;h dk forj.k ek/;e ls lEcfU/kr fu.kZ; mlds foi.ku dk;ZØe dks izHkkfor djrk gSA bldk vFkZ ;g gS fdtSlk forj.k ek/;e gksxk foi.ku dk;ZØe Hkh mlh vuq:i cuk;k tk;sxkA ek/;e lEcU/kh fu.kZ; fuEu ckrksa dks izHkkfordjrk gS tks foi.ku dk;ZØe ls lEcfU/kr gSa&1. oLrq fu;kstu (Product planning)&forj.k ek/;e dk fu.kZ; ,d fuekZrk ds oLrq fu;kstu dks izHkkfor djrk

gS vkSj mlds fy, ;g vfuok;Z dj nsrk gS fd og viuh oLrq iafDr dk foLrkj djsA lk/kkj.kr;k e/;LFk ,den dks viuh nqdku ij j[kuk ilUn ugha djrs gSa cfYd os ml oLrq dh iwjh iafä j[kuk ilan djrs gSaA bldkifj.kke ;g gksrk gS fd fuekZrk dks vius oLrq fu;kstu esa ifjorZu djds iwjh iafä dk fodkl djuk iM+rk gsAmnkgj.k ds fy,] ;fn dksbZ fuekZrk flQZ iSu dk gh fuekZ.k djrk gS rks foØsrk ,sls iSu dks cspuk ilUn ughadjrs gSa ouLifr ml iSu fuekZrk dh rqyuk esa tks iSu] L;kgh] ckyiSu] vkfn dbZ oLrqvksa dk fuekZ.k djrk gSA

2. ewY; (Pricing)&forj.k ek/;e lEcU/kh fu.kZ; Hkh foi.ku izksxzke dks izHkkfor djrk gSA ;fn fdlh oLrq dksmiHkksDrk rd igqapkus esa dbZ e/;LFkksa dh lsok,¡ yh tkrh gSa rks bldk izHkko ;g iM+rk gS fd ewY; uhfr blizdkj cuk;h tkrh gS fd izR;sd e/;LFk dks mfpr ikfjrks"k.k fey ldsaA

3. lao)Zu (Promotion)&;fn fdlh laLFkk dk forj.k ek/;e bl izdkj dk gS fd mldh Lo;a dh nqdkusa gSa rksbldk izHkko ;g gksxk fd laLFkk dks lao)Zu ij dkQh O;; djuk gksxkA blh izdkj ;fn e/;LFkksa dh lsokvksadks ysuk gS rks Hkh lao)Zu ij dkQh O;; djuk iM+sxk D;ksafd fcuk vf/kd lao)Zu O;; ds mlds [kjhnus okysrS;kj ugha gksaxsA

4. HkkSfrd forj.k (Physical distribution)&forj.k&ek/;e&fu.kZ; oLrqvksa ds HkkSfrd forj.k dks izHkkfor djrsgSaA ;fn laLFkk&LFkku ij vius fMiks j[krh gS rks eky QSDVjh ls ml fMiks rd igqapkuk gksxk rFkk ogk¡ ij mudslqjf{kr j[kus ds fy, xksnkeksa dh O;oLFkk djuh gksxhA ;fn ek/;e bl izdkj dk gS fd Fkksd foØsrk lh/ks fuekZrkls [kjhnrs gSa rks fuekZ.k LFkku ij gh xksnke j[kus gksaxs vkSj ifjogu ds lk/kuksa dh O;oLFkk Hkh djuh gksxhA ;fnFkksd foØsrk ds lkFk fuekZrk dh uhfr udn nks vkSj ys tkvks* dh gS rks ifjogu lk/kuksa dh O;oLFkk Fkksd foØsrk}kjk Lo;a dh tk;sxhA

5. cktkj foLrkj (Market Expansion)&;fn fdlh oLrq ds cktkj dk foLrkj gksuk gS rks mlds fy, e/;LFkksadh lgk;rk ysuh gksxh D;ksafd fcuk e/;LFkksa dh lgk;rk ds cktkj ds foLrkj esa cgqr vf/kd /ku] fu;a=k.k ,oadk;Zdq'kyrk dh vko';drk gksxhA bl izdkj ek/;e lEcU/kh fu.kZ; cktkj ds foLrkj dks izHkkfor djrk gSA

6. foÙk izca/k (Financial management)&;fn forj.k ek/;e dk pquko mfpr izdkj ls gksrk gS rks fuekZrkcgqr&lh foÙkh; leL;kvksa ls cp tkrk gS vkSj mldks vf/kd foÙk dh vko';drk ugha gksrh gSA tSls] ;fnizfrfuf/k fu;qDr fd;k tkrk gS rks fuekZrk dks vf/kd foÙkh; lk/ku tqVkus gksaxsA blds foijhr] ;fn Fkksd ;kQqVdj foØsrkvksa dks lh/kk eky cspk tkrk gS rks vf/kd foÙk dh vko';drk ugha gksxhA

7. tksf[ke izcU/k (Risk Management)&forj.k ek/;e lEcU/kh fu.kZ; tksf[ke izcU/k ij Hkh izHkko Mkyrk gSA;fn ,ts.V fu;qDr fd;s x;s gSa vkSj mudk foØ; dksVk fu/kkZfjr gS rks mudks vius dksVs dks le;≤ ijvo'; Ø; djuk gksxkA blls fuekZrk dh tksf[ke de jgsxhA ysfdu mlds foijhr fLFkfr esa tgk¡ dksbZ dksVkfu/kkZfjr ugha gS ogk¡ ,ts.V viuh vko';drkuqlkj [kjhnsxk vkSj bl izdkj fuekZrk dh tksf[ke vf/kd jgsxhA

209forj.k okfgdk,¡

forj.k&okfgdk uhfr ,oa izeq[k fu.kZ; {ks=k(Policy of Distribution Channel and Major Decision Areas)

forj.k&okfgdkvksa dh iz;qfDr dk vfUre mís'; miHkksDrkvksa rFkk vkS|ksfxd iz;ksDrkvksa rd oLrq,¡ mfpr le; ,oa dherij igqapkuk gksrk gSA bl mís'; dh iwfrZ ,d izHkko'khy forj.k&okfgdk uhfr dh vko';drk dks izdV djrh gSA ,slhuhfr miHkksDrk&iz/kku] yphyh] mPpLrjh;] ikjLifjd vUrfuZHkjrk mRié djus okyh rFkk laLFkk lokZaxh.k mís';ksa dhizkfIr dks lEHko cukus okyh gksuh pkfg,A6 ,slh uhfr dk fuekZ.k lgHkkxh vk/kkj ij lHkh lEc) Hkhrjh ,oa cká O;fDr;ksa}kjk feydj fd;k tkuk pkfg, D;ksafd ,slh uhfr laLFkk rFkk ckgjh laLFkkvksa dh foi.ku uhfr;ksa] dk;ZØeksa] fu.kZ;ksa vkSj;kstukvksa dks izHkkfor djrh gSaA forj.k&okfgdk uhfr dk {ks=k Hkh foLrr gksuk pkfg, rkfd fofHké ifjfLFkfr;ksa esa laLFkkds vf/kdkfj;ksa ,oa deZpkfj;ksa ds lkFk&lkFk forj.k&Üka[kyk eas e/;LFkksa dks Hkh ekxZn'kZu fey ldsA

izR;sd laLFkk dh forj.k&okfgdk uhfr esa izeq[kr% fuEufyf[kr {ks=kksa ls lEc) fu.kZ; fy;s tkus gsrq funZs'ku mYysf[kr gksukpkfg,% (1) cqfu;knh oSdfYid forj.k iz.kkfy;k¡( (2) okfgdk mís';ksa dh izkfIr gsrq uhfr;k¡( (3) forj.k&okfgdklhek&{ks=k( (4) e/;LFkksa ds lkFk lg;ksx dk fuekZ.k ,oa vuqj{k.k( (5) forj.k&iz.kkyh dk ewY;kaduA

izR;sd {ks=k dk fo'kn~ foospu bl izdkj gS%

1. cqfu;knh oSdfYid forj.k iz.kkfy;k¡ (Basic alternative distribution systems)&izR;sd laLFkk viuslkèkuksa ,oa foi.ku voljksa ds vR;qÙke fonksgu ds fy, fuEufyf[kr cqfu;knh oSdfYid forj.k iz.kkfy;ksa dksmuds xq.k&nks"kksa ds rqyukRed v/;;u ds vk/kkj ij viuk ldrh gS%¼v½ izR;{k forj.k iz.kkyh (Direct Distribution System)&mRikn vFkok fuekZrk tc vius mRiknksa dks Lo;a

ds laxBu }kjk vfUre miHkksDrkvksa vFkok vkS|ksfxd mi;ksxdrkZvksa rd igqapkus dk fu.kZ; ysrs gSa vkSjigqapkrs gSa rks ;g izR;{k&forj.k dgk tkrk gSA ,slh forj.k O;oLFkk dks O;ogkj esa vf/kdrj vkS|ksfxdoLrqvksa ds fuekZrk viukrs gSaA ?kjsyw miHkksx dh oLrq,¡ izR;{k forj.k iz.kkyh }kjk ;|fi forfjr dh tkusyxh gS( fdUrq budk lhek&{ks=k (Coverage) dkQh lhfer gSAvfUre miHkksDrk vFkok vkS|ksfxd ç;ksDrkvksa dks lh/ks eky cspus dh fofHkUu jhfr;k¡ gSa ftuesa çeq[kr%fuEufyf[kr dks lfEefyr fd;k tk ldrk gS%(i) fuekZrk dh QqVdj fcØh 'kk[kk,¡&orZeku esa] vusd mRikndksa us Lo;a lh/ks gh miHkksDrk rd igqapus

ds fy, LFkku&LFkku ij viuh QqVdj nqdkusa rFkk Hk.Mkj LFkkfir djuk 'kq: fd;k gS vkSj vius}kjk fufeZr oLrqvksa dks cspuk izkjEHk fd;k gSA mnkgj.k ds fy, ckVk* ds twrs] Å"kk* flykbZ e'khu,oa vU; ,slh gh vusd oLrq,¡ fuekZrkvksa dh QqVdj fcØh 'kk[kkvksa }kjk csph tkus yxh gSA diM+kfeysa] fo|qr&midj.k fuekZrk] MªkbZDyhulZ] QuhZpj fuekZrk] VkbijkbVj fuekZrk] fe"Bké Hk.Mkj vkfnviuh oLrqvksa dks Lo;a gh vfUre miHkksDrk rd igqapkus ds fy, viuh QqVdj Hk.Mkj nqdkusa LFkkfirdjus yxs gSaA

(ii) Mkd }kjk O;kikj&vusd mRiknd Mkd }kjk viuh oLrqvksa dks vfUre xzkgdksa rd igqapkus esa yxs gSaAMkd }kjk gh oLrqvksa dh tkudkjh fuekZrkvksa }kjk xzkgd rd igqapkbZ tkus yxh gS vkSj Mkd }kjkgh vkns'k izkIr vkSj iwjs fd;s tkus yxs gSaA vusd izdkj dh oLrq;sa tSls&vuwBh oLrq,¡] iqLrdsa]i=k&if=kdk;sa] nokb;k¡] nokb;k¡] xzkeksQksu] VªkaftLVj] ?kfM+;k¡] iSu vkfn Mkd }kjk csph tkus yxhgSaA i=k&if=kdkvksa rFkk iqLrdksa ds izdk'kd Mkd }kjk O;kikj djrs gSaA os foKkiuksa ds ek/;e lsxzkgd cukrs gSa vkSj Mkd }kjk izkIr vkns'kksa dks iwjk djrs gSaA

6 See the characteristics of channel policy elaborated by W.J. Stanton, op.cit., pp.

foi.ku ds fl)kUr210

(iii) VsyhQksu foØ;&vfUre miHkksDrk rd lh/ks eky igqapkus dh ;g uohu fof/k gS ftls cM+s&cM+s 'kgjksaesa mRikndksa us viukuk izkjEHk dj fn;k gSA VsyhQksu ij vkns'k izkIr dj fy;s tkrs gSa vkSj ok¡fNrirs ij eky igqapk fn;k tkrk gSA lkekU;r;k ;g fof/k ogk¡ lQy jgrh gS tgk¡ fuekZrk dk mRiknudk;Z gksrk gksA

(iv) oS;fDrd foØ; vFkok ?kj&?kj foØ; fof/k&vfUre miHkksDrk rd lh/ks eky cspus ds fy, vc dqNmRikndksa us vius foØsrkvksa dks ?kj&?kj rd vFkkZr~ }kj&}kj rd Hkstuk izkjEHk fd;k gSAlkSaUn;Z&izlk/ku dh lkexzh ds mRiknd] iqLrd ,oa i=k&if=kdkvksa ds izdk'kd] midj.kksa ds fuekZrk]gLrdyk oLrqvksa ds cukus okys] dkyhuksa&nfj;ksa vkfn ds dkjhxj] Økdjh lkekuksa ds fuekZrk vkfnoS;fDrd foØ; dh fof/k dks viukdj vfUre miHkksDrk rd igqapkus dk iz;kl djus yxs gSaA

(v) fo'ks"k foØ; vf/kdkj&vk/kqfud le; esa] vusd fuekZrk vU; mRikndksa vFkok forjdksa dks vuqefr&i=kfuxZfer djus yxs gSa vksj mUgsa fo'ks"k foØ; dk vf/kdkj QqVdj O;kikj gsrq nsus yxs gSaA bl fo'ks"kfoØ;kf/kdkj dks izkIr djus okyh laLFkk dks ;g vf/kdkj gksrk gS fd og vf/kdkj iznku djus okyhlaLFkk ds uke ls fu/kkZfjr fof'k"V 'krkZsa ds v/khu viuk eky vfUre miHkksDrkvksa dks csp ldsAmnkgj.k ds fy,] dksdk&dksyk ,d fo'oO;kih laLFkk gSA ;g laLFkk fofHké jk"Vªksa ,oa izns'kksa esa pqusgq, O;kikfj;ksa dks dksdk&dksyk nzo dks cksryksa esa Hkjus rFkk mUgsa cspus dk vf/kdkj nsrh gS vkSj cnysesa LoRo&'kqYd izkIr djrh jgrh gSA bl fof/k esa vfUre miHkksDrk ;g ugha tku ikrk fd dksbZ vU;mRiknd izfl) mRiknd ds uke ls viuh oLrqvksa dks csp jgk gSA og rks ;gh le>krk gS fd ôgizfl) mRiknd dh gh oLrqvksa dks [kjhn jgk gSA**izR;{k forj.k ds ykHk&lEHkkfor Øsrkvksa dh la[;k ds lhfer gksus ij] muds mPpLrjh; HkksxksfyddsUnzh;dj.k gksus ij] mRikn ds vR;f/kd rduhdh ,oa uokpkfjrk ls izHkkfor gksus ij ek¡x esaLFkkf;Ro gksus ij rFkk e/;LFkksa ds lfØ; lg;ksx ,oa #fp ds vHkko esa izR;{k forj.k djukykHkksi;ksxh ekuk x;k gS D;ksafd blds forj.k&okfgdk ij foi.ku laLFkk dk iw.kZ fu;a=k.k jgrk gS]miHkksDrkvksa ls izR;{k lEidZ LFkkfir gksrk gS] oLrqvksa dh fdLe esa gsj&Qsj ugha gks ikrk gS vkSjek¡x&iwfrZ eas leUo; LFkkfir djus esa lg;ksx feyrk gSAizR;{k forj.k ls mRié dfBukb;k¡&izR;{k forj.k dh uhfr dks viukus okys fuekZrkvksa ds fy,mRiknu ,oa foØ; dk;kZsa dks ,d lkFk dq'kyrk iwoZd lEié djuk dfBu gksrk gSA foi.ku izcU/kdksads nkf;Roksa esa Hkkjh of) gks tkrh gSA laLFkk ds vkfFkZd lk/ku Hkh vi;kZIr jg ldrs gSaA ;fnmiHkksDrkvksa dk HkkSxksfyd fodsUnzhdj.k O;kid Lrjh; gks rks forj.k izcU/k f'kfFky vkSj fu"izHkkohjg ldrk gSA forj.k [kpZsa c<+ tkrs gSaA bu dfBukb;ksa dks /;ku esa j[krs gq, cgqr de fuekZrk ghizR;{k forj.k iz.kkyh dks O;kid iSekus ij viukrs gSaA lkekU;r% fuekZrkvksa dks vizR;{k forj.kO;oLFkk vf/kd izHkko'kkyh vkSj ferO;;h yxrh gS] Hkys gh mUgsa e/;LFkksa ij fuHkZj jguk iM+sA

¼c½ vizR;{k forj.k iz.kkyh (Indirect Distribution System)&fuekZrk vFkok mRiknd tc muds mRiknksa dkfoØ; Lo;a ds laxBuksa ds tfj;s u djds e/;LFkksa dh lgk;rk ls djrs gSa rks bls vizR;{k forj.k dgktkrk gSA vU; 'kCnksa esa] vizR;{k forj.k O;oLFkk ds vUrxZr mRiknd vkSj miHkksDrkvksa ds chp e/;LFkksa dstfj;s lEidZ LFkkfir gksrk gSA e/;LFk gh lEidZ lw=k LFkkfir djus ,oa cuk;s j[kus dk dk;Z djrs gSaA;s e/;LFk nks izdkj ds gksrs gSa& (i) O;kikfjd ,tsUV (ii) O;kikfjd e/;LFkA(i) O;kikfjd ,tsUV (Mercantile Agent)– os izfrfuf/k gksrs gSa tks Lo;a vius fy, oLrqvksa dk

Ø;&foØ; ugha djrs gSa vfirq vU; yksxksa dks muds Ø;&foØ; ds lkSnksa esa lgk;rk djrs gSa vkSjcnys esa viuk deh'ku izkIr djrs gSaA buesa nykyksa] deh'ku ,tsUVksa] vk<+fr;ksa] laxzgdrkZvksa]

211forj.k okfgdk,¡

uhykedrkZvksa] vfHkxksidksa] fudklh ,oa isz{kd izfrfuf/k;ksa] ifj'kks/k vfHkdrkZvksa vkfn dks lfEefyrfd;k tk ldrk gSA

(ii) O;kikfjd e/;LFkksa esa izeq[kr% Fkksd O;kikfj;ksa vkSj QqVdj O;kikfj;ksa dks lfEefyr fd;k tkrk gSAorZeku esa foØ; la?k Hkh O;kikfjd e/;LFkksa ds :i esa viuk LFkku cukus yxs gSaA QqVdj O;kikfj;ksadks Hkh vusd Hkkxksa esa foHkDr fd;k tk ldrk gSA fdUrq lHkh QqVdj O;kikjh e/;LFkksa dh Js.kh easlfEefyr ugha fd;s tk ldrsA mnkgj.k ds fy, cgqla[;d nqdkuksa ,oa miHkksDrk lgdkjh Hk.Mkjksa

O;kikjh e/;LFk

e/;LFk

O;kikjh izfrfuf/k

Fkksd O;kikjh QqVdj O;kikjh

vkUrfjd O;kikjokys

vk;krd vkSjfu;kZrd

vkS|ksfxdizfr"Bkuksals O;ogkjdjus okys

QqVdjO;kikfj;ksals lEidZdjus okys

py vpy1. Qsjh okys2. Bsys okys3. v)Z LFkk;h nqdkunkj4. gkV ds nqdkunkj5. lM+d ds O;kikjh

1. foHkkxh; Hk.Mkj2. Mkd }kjk O;kikj3. Fkksd lgdkjh la?k4. lqij cktkj5. mfpr ewY; dh nqdkusa6. fo'ks"k oLrq dh nqdkusa7. foØ; e'khu8. iqjkuh oLrqvksa ds O;kikjh9. fd'r Hkqxrku ij foØ;

djus okyh nqdkusa

1. nyky2. vk<+fr;k3. ifj'kks/k vfHkdrkZ4. izs"kd izfrfuf/k5. fudklh izfrfuf/k6. uhykedrkZ7. vfHkxksid8. laxzg izfrfuf/k9. ,dkf/kdkj foØ; ,tsUV

fp=k 11.2

dks O;kikjh e/;LFk ugha ekuk tk ldrkA fp=k 11.2 ls e/;LFkksa dh lEiw.kZ Üka[kyk dks le>k tkrkgSAvizR;{k forj.k ls ykHk

(i) mRiknu dh forj.k ykxrksa esa Hkkjh deh vk ldrh gS D;ksafd {ks=kh; foØ; laxBu] eky xksnke]

foi.ku ds fl)kUr212

lk[k fu;a=k.k] foØ; ys[ks&tks[ks ,oa lqiqnZxh lEcfU/kr ykxrksa rFkk O;;ksa esa Hkkjh deh gks tkrhgSA

(ii) e/;LFk fuekZrkvksa ,ao mRikndksa dh rqyuk esa xzkgdksa dh vf/kd lsok dj ldrs gSa vkSj vusdkusdlqfo/kk,¡ ns ldrs gSaA

(iii) nwj&nwj rd ds miHkksDrkvksa dks eky vklkuh ls igqapk;k tk ldrk gSAvizR;{k forj.k dh dfBukb;k¡

bl forj.k iz.kkyh dks viukus ij fuekZrk ,oa mRiknd e/;LFk Üka[kykvksa ds foØ; iz;klksa] oLrqvksadh dherksa] fdLe lqiqnZxh ,oa lsokvksa ds Lrjksa o mudh miyfC/k ij fu;a=k.k LFkkfir djus esa vleFkZjgrs gSaa xzkgd&ek¡x] #fp;ksa ,oa QS'ku rFkk cktkj izfrLi/kkZ ds ckjs esa i;kZIr lgh rFkk le;kuqdwytkudkjh Hkh vizR;{k forj.k esa fuekZrkvksa dks izkIr ugha gks ikrh gSA

¼l½ nksgjh forj.k iz.kkyh (Dual Distribution System)&tc mRiknd vFkok fuekZrk izR;{k vkSj vizR;{kforj.k O;oLFkkvksa dks viuk dj muds mRiknksa dk forj.k djrs gSa] rc bls nksgjk forj.k dgk tkrk gSAbl forj.k iz.kkyh ds viukus dk eq[; mís'; forj.k ij fu;a=k.k djuk vkSj O;kid cukuk gksrk gSA ;giz.kkyh izR;{k ,oa vizR;{k iz.kkfy;ksa ds ykHkksa dks izLrqr djrh gSA bl iz.kkyh dh lcls cM+h dfBukbZmRikn ds cktkjksa ds mfpr foHkktu dh gSA dkSu&ls cktkjksa esa vizR;{k forj.k dk fu.kZ; fy;k tk;] ;gdkQh isphnk iz'u gksrk gSA brus ij Hkh nksgjh forj.k iz.kkyh O;kid ,oa dq'ky foi.ku ds fy, ,dvifjgk;Z vko';drk curh tk jgh gS D;ksafd c<+rh gq;h rhoz izfrLi/kkZ ds ;qx esa fdlh ,dkaxh forj.kiz.kkyh ij fuHkZj jguk foosdiw.kZ ugha dgk tk ldrkAnksgjh forj.k O;oLFkk dks fp=k 11.3 }kjk iznf'kZr fd;k tk ldrk gS%

fp=k 11.3

213forj.k okfgdk,¡

2. okfgdk mís';ksa dh izkfIr gsrq uhfr;k¡ (Policies for Attaining Channel Objectives)&forj.k okfgdkvksadk izeq[k mís'; xzkgdksa dh vko';drkvksa dks vf/kd izHkko'kkyh <ax ls iwjk djuk gksrk gSA blds vfrfjDrHkkSxksfyd vk/kkjksa ij forj.k dks fo'kky cukuk] mRiknu dks miHkksx izofÙk;ksa ds vuqdwy cukuk] xzkgdksa dhØ;&'kfDr ds lnqi;ksx dks lEHko cukrs gq, mudk thou Lrj Å¡pk mBkuk vkfn vU; lgk;d mís'; gSaA bumís';ksa dh iwfrZ ds fy, rhu izdkj dh uhfr;ksa dks viuk;k tkrk jgk gS% vkd"kZ.k (Graving)] [ksp (Suction or

Pull) ,oa ncko ;k /kôk (Pressure or Push) uhfr;k¡A

vkd"kZ.k uhfr;k¡ ij fo'okl djus okys fuekZrkvksa vFkok mRikndkas dh ekU;rk gS fd oLrqvksa esa vkd"kZ.k gksrkgS vkSj os Lo;a gh okfgdkvksa rFkk xzkgdksa dks viuh vksj vkÑ"V djrh gSaA blfy, oLrqvksa dks izokfgr djusokyh 'kfDr;ksa dks vU; cká lk/kuksa ls izsfjr vFkok xfreku djus dh t:jr ugha gksrh gSA oLrqr% ;g uhfrvHkkoxzLr vFkZO;oLFkkvksa ,oa foØsrk&cktkjksa ds fy, mi;qDr ekuh x;h gSA vkt Hkh vusd vFkZO;oLFkkvksa esa tgk¡ek¡x&iwfrZ dh rqyuk esa vf/kd gS] e/;LFk Üka[kyk,¡ Lo;a iwfrZ lzksrksa dh vksj vkÑ"V gksrh gSaA dPps eky] Ñf"kmRiknksa ,oa izfrfo/k;r (Processed) eky ds mRiknd bl uhfr ij vkt Hkh vkfJr gSaA fQj Hkh buds foi.kuizcU/kdksa dks pkfg, fd os bl uhfr dks viukrs gq, dqN uhfr;k¡ okfgdk dh izkÑfrd 'kfDr;ksa dks izsfjr djusds fy, viuk;saA mnkgj.k ds fy, fuekZrkvksa ,oa mRikndksa dks pkfg, fd os okfgdk dks [kqyk j[ksa rFkk e/;LFkksads lkFk lg;ksx djas rkfd mudh foØ; vkSj Hk.Mkj.k leL;k,sa lekIr gks tk,¡A blh izdkj miHkksDrk&izkFkfedrkvksadks /;ku esa j[kdj eky dh fMtk;u ,oa fdLe rS;kj djsaA blds vfrfjDr fuekZrkvksa ,oa mRikndksa dh dheruhfr ,slh gksuh pkfg, fd mlds vuqlj.k ls e/;LFkksa dks dksbZ uqdlku u gks vkSj os viuh ykxrksa dks Hkh iwjhdj ldsaA

[ksap uhfr ij fo'okl j[kus okys fuekZrkvksa vFkok mRikndksa dh ekU;rk gS fd foi.ku lk/kuksa ,oa foi.ku voljksadk iwjk&iwjk fonksgu djus ds fy, forj.k&{ks=k dk izlkj djuk t:jh gksrk gSA bl mís'; dh iwfrZ gsrq [ksapuhfr dks viuk;k tk ldrk gSA ;g uhfr e/;LFkksa dks iwfrZ lzksrksa dh vksj vkÑ"V djrh gSA bl uhfr dks viukusokyh fuekZrk ;k mRiknd QeZsa mRikn foHksnhdj.k] czk.M] foKkiu ,oa lao)ZukRed ;qfDr;ksa ds iz;ksx ij cy nsrhgSaA iSfdax Hkh /khjs&/khjs bl uhfr dh egRoiw.kZ ;qfDr curh tk jgh gSA bl uhfr dks viukus ij foi.ku fØ;kvksaij fu;a=k.k j[kuk lEHko gks tkrk gSA

ncko ;k /kôk uhfr ij fo'okl j[kus okys fuekZrk ,oa mRiknd ;g ekudj pyrs gSa fd forj.k dk;Z rc rdiwjk ugha gksrk tc rd fd miHkksDrkvksa ds gkFkksa esa oLrq,¡ igqap u tk;sa vkSj mudks muls okafNr lUrqf"V u feytk;sA bl uhfr dk vuqlj.k djus okyh QeZsa lEiw.kZ forj.k dk;Z dks nyh; dk;Z (Team work) ekudj pyrhgSa vkSj ,sls ny esa os Lo;a rFkk mudh e/;LFk Üka[kyk;sa lfEefyr gksrh gSa tks vU; QekZsa rFkk mudh e/;LFkÜka[kykvksa ls izfrLi/kkZ djrh gSaA bl uhfr dh ;qfDr;ksa esa mRikn&foHksnhdj.k lkewfgd foKkiu] O;kid lao)Zudk;ZØe vkfn dks lfEefyr fd;k tk ldrk gSA bl uhfr ds leFkZdksa dh ;g /kkj.kk gS fd lEiw.kZ forj.k okfgdkesa mRiknksa dks mRiknu&dsUnz dh vksj lkewfgd rkSj ij fuekZrkvksa rFkk e/;LFkksa dks /kdsyuk pkfg,A

3. forj.k okfgdk&lhek&{ks=k (Coverage of Distribution Channel)&forj.k&okfgdk lhek&{ks=k bl ckr dsfu/kkZj.k ls lEcU/k j[krk gS fd mRikndksa ,oa fuekZrkvksa dh fdruh rFkk dSlh e/;LFk Üka[kykvksa dh lgk;rkmRiknksa ds forj.k gsrq ysuh pkfg,A forj.k&okfgdk dk lhek&{ks=k fuf'pr djuk dkQh dfBu dk;Z gSA D;ksafddqN ekeyksa esa lhfer la[;k Hkh i;kZIr ekywe gksrh gS vkSj vU; ekeyksa esa gj lEHko e/;LFk Üka[kyk dh izkfIr

foi.ku ds fl)kUr214

Hkh vko';d tku iM+rh gSA mnkgj.k ds fy, dkjksa ;k vkWVks fjD'kk ds forj.k okfgdk dk lhek&{ks=k fuf'prfd;k tk ldrk gSA fdUrq lkcqu] flxjsV] ekfpl tSlh oLrqvksa ds forj.k ds fy, dksbZ Hkh fu/kkZfjr lhek vFkkZr~eè;LFk O;kikfj;ksa dh la[;k vi;kZIr vuqHko izrhr gks ldrh gSA brus ij Hkh vf/kdre rFkk U;wure la[;k dschp lUrqyu dk gksuk t:jh gSA jkWcVZ bZ- lslu us fy[kk gS fd] Ô;kikfj;ksa dh la[;k i;kZIrr% bruh de gksuhpkfg, fd lfØ; leFkZu ,oa foØ; iz;Ru mRié gks lds vkSj dEifu;ksa dks vkd"kZd volj miyC/k dj ldsAlkFk gh O;kikfj;ksa dh la[;k bruh vf/kd vo'; gksuh pkfg, fd i;kZIr :i ls cktkj&[k.Mksa rd igqapk tkldsA**7

forj.k&okfgdk lhek&{ks=k ds fu/kkZj.k ds fy, foi.ku izcU/kdksa dks fuEufyf[kr fooj.k uhfr;ksa ij fopkj djukpkfg,A(i) ,dkfUrd forj.k uhfr (Exclusive Distribution Policy)& tc ,d fuekZrk vFkok forjd viuh

oLrqvksa dk forj.k fdlh ,d {ks=k esa] pkgs og LFkkuh; gks] izknsf'kd gks vFkok jk"Vªh; gks] dsoy ,d ghe/;LFk&foØsrk ds tfj;s djokus dh uhfr dks viukrk gS rks ,slh uhfr ,dkfUrd forj.k uhfr rFkk ,slkforj.k ,dkfUrd forj.k dgykrk gSA ,dkfUrd forj.k uhfr ;g Li"V djrh gS fd fuekZrk ml fof'k"V{ks=k esa mldh oLrqvksa ds foØ; dk vf/kdkj dsoy ,d O;fDr vFkok laLFkk dks nsrk gS] fdlh vU; dks ughaAdHkh&dHkh ,dkfUrd forj.k uhfr dk ;g Hkh vFkZ yxk;k tkrk gS fd pquk x;k forjd dsoy fuekZrk dhoLrq;sa gh cspsxk izfr;ksxh oLrq;sa ughaA blds lkFk gh ,sls ,dkfUre forjd dks ,d vuqcfU/kr lhek rdoLrq dk foØ; djuk iM+rk gS] vU;Fkk mlds ,dkdh forj.kkf/kdkj dks lekIr djus dk vf/kdkj fuekZrkvius ikl lqjf{kr dj ldrk gSA ,dkfUrd forj.k uhfr }kjk dHkh&dHkh ;g Hkh vuqcU/kkRed O;oLFkkdh tk ldrh gS fd fof'k"V {ks=k esa gksus okyh lkjh fcØh ij ,dkfUrd forjd dks fuf'pr nj ls deh'kufeysxkA blh izdkj] foKkiu ,oa foØ; lao)Zu lEcU/kh uhfr;k¡] rjhds vkfn Hkh ikjLifjd vuqcU/k }kjkr; fd;s tk ldrs gSaA oLrqr% bl ,dkfUrd forj.k uhfr ds viukus dk mís'; fdlh fof'k"V {ks=k esa oLrqvksads foØ; lEcU/kh nkf;Ro ls eqDr gksuk gSAmnkgj.k ds fy, vesfjdk esa dsfMysd* dkj dk ,dkfUrd foØ; gksrk gSA fczVsu dh izfl) dkj jksCl jkcydk ,dkfUrd forj.k gksrk gSA jksysDl* rFkk vksesxk* ?kfM+;k¡ cM+s&cM+s 'kgjksa esa ,dkfUrd forj.k }kjk csphtkrh gSaA t; bzUthfufjax oDlZ fy- dydÙkk] vius Å"kk ia[ks] flykbZ e'khusa vkfn rFkk Mh-lh-,e- }kjk oL=kfoØsrkvksa dh fu;qfDr esa ,dkfUrd forj.k uhfr dks viuk;k tkrk gSAfyilu ,oa Mkfyax us vius vesfjdu O;olk; dk mnkgj.k nsrs gq, fy[kk gS fd ^;g uhfr lnSo gh mufuekZrkvksa ds i{k esa ugha jgrh gS tks bls viukrs gSaA mudk fy[kuk gS fd esxukcksDl dkWjiksjs'ku us bluhfr dks o"kkZsa rd viukrs gq, dsoy 3,000 O;kikfj;ksa ds tfj;s vius mRiknksa dks cspk gS fdUrq ,slk djusls vusd miHkksDrkvksa rd mRikn ugha igqap ik;s ftlls mUgsa dkQh gkfu gqbZ gSA lu~ 1963 esa mUgsa viuhbl uhfr dks f'kfFky djuk iM+k gSA**8 bl uhfr dk vuqlj.k ljdkjh gLr{ksi dks Hkh fu;fU=kr dj ldrkgS D;ksafd blls LoLFk izfrLi/kkZ lekIr gksrh gS vkSj ,dkf/kdkj dks tUe feyrk gSA lu~ 1967 esa vesfjdkdh lqizhe dksVZ us fl;yh esVªsl da- dh bl uhfr dks xSj&dkuwuh ?kksf"kr fd;k Fkk D;ksafd blls izfrLièkkZlhfer gksus yxh FkhA lu~ 1966 esa vkWVkseksckbYl ds fuekZrkvksa rFkk O;kikfj;ksa ds le>kSrs Hkh xSj&dkuwuhdjkj fn;s x;s FksA9

(ii) izoj forj.k uhfr (Selective Distribution Policy)& tc ,d fuekZrk viuh oLrqvksa dks dqN pqus gq,ek/;eksa ls forfjr djus dh uhfr dks viukrk gS rks bls izoj forj.k uhfr dgrs gSa vkSj bl uhfr ds vuqlkj

7 See Robert E. Sessions, "Effective use of Marketing Channels" quoted in Lazer, op. cit., p.311.

8 Lipson and Darling, op. cit., p. 693

9 Ibid, p. 693

215forj.k okfgdk,¡

gksus okyk forj.k izoj forj.k dgykrk gSA vU; 'kCnksa esa ^tc ,d cktkj {ks=k esa fdlh fo'ks"k oLrq vFkokoLrqvksa ds cspus dk vf/kdkj dqN pqus gq, Fkksd ,oa QqVdj e/;LFkksa dks ns fn;k tkrk gS] rks ;g forj.kizoj ;k pqfuUnk forj.k dgykrk gSA** ;g izoj forj.k uhfr mu fuekZrkvksa ds fy, Bhd jgrh gS tks fdvusd izdkj dh fofo/k oLrq;sa cukrs gSaA mnkgj.k ds fy,] ouLifr ?kh] dkxt] iqLrdsa] lekpkj&i=k]flxjsV vkfn Fkksd Lrjh; izoj forj.k uhfr }kjk csph tkrh gSaA fo|qr midj.kksa] jsfM;ksa] VªkaftLVlZ] ?kfM+;k¡,oa rS;kj oL=kksa dk forj.k QqVdj Lrjh; izoj forj.k ek/;eksa rd fd;k tkrk gSA yky beyh] /kkjhoky]fcéh] eQryky vkfn ds oL=kksa dk foØ; Hkh bl uhfr ds vk/kkj ij fd;k tkrk gSAizoj forj.k uhfr ,dkfUrd ,oa xgu forj.k uhfr;ksa ds ek/; dk ekxZ gSA bl uhfr }kjk fn;s tkus okysforj.k esa ,d ls vf/kd fdUrq mu e/;LFkksa ls de e/;LFk oLrq dk foØ; djrs gSa tks oLrq forj.k dhbPNk j[krs gSaA bl uhfr dk vuqlj.k djus okys fuekZrk ;k mRiknd dbZ izdkj ls e/;LFk Üka[kykvksa dkpquko dj ldrs gSaA O;ogkj esa] ns[kk x;k gS fd izfrfuf/k vk/kkj ij e/;LFk Üka[kyk;sa pquh tkrh gSa vkSjdHkh&dHkh ,d fof'k"V Üka[kyk dk pquko Hkh fd;k tkrk gSAbl uhfr ls oLrq vFkok czkaM dh [;kfr c<+rh gS] m/kkj dh lqfo/kk;sa ugha nsuh iM+rh gS] fuekZrk ds forj.kO;; de gks tkrs gSaA izfr;ksfxrk lhfer gks tkrh gS] foØ; Lrj ,d lk gks tkrk gS cktj lwpuk;sa Hkh izkIrgks tkrh gSaA oLrqr% ;g uhfr e/;LFkksa ,oa mRikndksa ds e/; ,d ,dkfUrd forj.k uhfr dh Hkk¡fr lg;ksx,oa lgdkfjrk dh of) djrh gSa blls cktkj O;ogkj Hkh nSufUnu izofÙk xzg.k dj ysrs gSaA

(iii) xgu forj.k uhfr (Intensive Distribution Policy)& tc ,d fuekZrk viuh oLrqvksa dks gj lEHkoforj.k ek/;e ls cspus dh uhfr dks viukrk gS rks bls xgu forj.k uhfr dgrs gSa vkSj ,slk forj.k xguforj.k dgykrk gSA bl uhfr dks *foLrr forj.k uhfr* (Extensive distribution policy) Hkh dgrs gSaAlqfoèkktud oLrqvksa ds fuekZrk] muds forj.k ds fy, bl uhfr dk vuqlj.k djrs gSaA mnkgj.k ds fy,flxjsV] nUr eUtu] lkcqu] izlk/ku lkexzh] lLrh nokb;k¡] [kk| lkexzh] csdjh dk lkeku vkfn ds forj.kds fy, bl uhfr dks viuk;k tk jgk gSA czkaMsM oLrqvksa dk forj.k Hkh bl uhfr }kjk cM+h vklkuh lsfd;k tk ldrk gSA O;ogkj esa] vkS|ksfxd oLrqvksa rFkk miHkksDrk&oLrqvksa ds fuekZrk bl uhfr dk O;kidvuqlj.k dj jgs gSaA bl uhfr ds vuqlj.k ls fo'kky forj.k lEHko gksrk gS] fdUrq foØsrk mRiknksa ds foØ;gsrq fo'ks"k iz;kl ugha djrs gSaA fuekZrkvksa dks gh foKkiu rFkk lao)ZukRed dk;ZØeksa dks lEié djuk iM+rkgSA

4. e/;LFkksa ds lkFk lg;ksx dk fuekZ.k ,oa vuqj{k.k (Building and Maintaining Cooperation with

Middlemen)&e/;LFk forj.k iz.kkyh esa /kqjh; Hkwfedk fuHkkrs gSaA ;s nksgjh fLFkfr esa gksrs gSaA ,d fLFkfr esa ØsrkrFkk nwljh fLFkfr esa foØsrk gksrs gSaA bl nksgjh fLFkfr ds dkj.k mu izfrLi/khZ e/;LFkksa ds lkFk tks fd ,d&lhoLrqvksa dks ,d cktkj [kaM rd igqapk jgs gksa] la?k"kkZsa dk tUe ysuk LokHkkfod gSA blds vfrfjDr e/;LFkksa rFkkmuds fuekZrkvksa ds chp la?k"kZ dh lEHkkouk,¡ Hkh cuh jgrh gSaA fQfyi dksVyj us fy[kk gS fd okfgdk&la?k"kkZsadk mRié gksus ds dkj.k okfgdk&lnL;ksa ds y{;ksa] Hkwfedkvksa] /kkj.kkvksa ,oa 'kfDr;ksa esa fHkérk dk gksuk gSA----------------- ,sls la?k"kkZsa dks nwj djus ds fy, lEiw.kZ iz.kkyh ds okLrs mPpre dksfV (Superordinate) ds y{; fuf'prfd, tkus pkfg, rkfd lHkh dks muls ykHk gks ldsA blds vfrfjDr iz'kklfud ;a=k dk fodkl fd;k tkukpkfg, tks okfgdkvksa ds e/; lg&Hkkfxrk ,oa fo'okl mRié dj ldsA bl dk;Z ds fy, O;kikjh rFkk forjdifj"knsa* fufeZr dh tk ldrh gSA10

10 Kotler (op. cit., p.186) lqij dksfV ds y{;ksa esa oLrq izokg dh ykxrksa esa deh djus] lapkj izokgksa dks leqér cukus rFkk oLrq ds xzkgdLohdj.k dksc<+kus ds fy, gj lEHko lg;ksx nsus dks lfEefyr fd;k gSA

foi.ku ds fl)kUr216

vr,o] forj.k&okfgdkvksa ds la?k"kkZsa dks U;wure djus] mÙke lgdkfjd lEcU/k cukus rFkk mudk vuqj{k.k djusds fy, fuEufyf[kr dne mBk;s tkus pkfg,&(i) fuekZrkvksa ,oa mRikndksa dks ;g eku dj forj.k&okfgdk uhfr dk fodkl rFkk izcU/k djuk pkfg, fd

e/;LFk muds f'kdats esa ugha gSa vkSj os Lo;aeso gh lefiZr izLrkoksa rFkk ;kstukvksa dks Lohdkj djrs gSaAos Lora=k O;olk;h gSa] blfy,] mUgsa izLrkoksa ,oa ;kstukvksa dk foØ; fd;k tkuk pkfg,A vU; 'kCnksa esa]fuekZrkvksa dks pkfg, fd os e/;LFkkssa dks muds mRiknksa dk xzkgd ekus Hkys gh os vfUre Øsrk D;ksa u gksA11

muds lkFk oSls gh e/kqj lEcU/k LFkkfir fd;s tkus pkfg, tSls fd vfUre Øsrkvksa ds e/; Js"B [;kfr mRiédh tkrh gSA

(ii) fuekZrkvksa ,oa mRikndksa dks viuh forj.k vkSj foi.ku uhfr;ksa dk ewY;k¡du djuk pkfg, rFkk muesavko';d la'kks/ku djus pkfg,A ,slk djrs le; mUgsa vius mRiknksa] muds lEcU/k esa nh tkus okyh lsokvksarFkk vU; lEc) foi.ku uhfr;kssa dh leh{kk djuh pkfg,A mUgsa ns[kuk pkfg, fd muds mRikn dgk¡ rde/;LFkksa dh t:jrksa dks iwjk dj ikrs gSa rkfd vkxs pydj muesa vko';d la'kks/ku fd;s tk ldsaA blhizdkj] miyC/k dh tk jgh lsokvksa] mRikn dherksa] forj.k rFkk lao)Zu O;ogkjksa vkfn dk Hkh ewY;k¡dufd;k tkuk pkfg,A mUgsa ns[kuk pkfg, fd mudh uhfr;k¡ ,oa O;ogkj fdl lhek rd fu"i{k vkSj ,d:irkykus esa lQy jgs\ vfoosdiw.kZ dher uhfr dk vuqlj.k Hkh vfr'kh?kz R;kxk tkuk pkfg, rkfd e/;LFkksads [kpZs iwjs gks ldsa] ogr vkns'kksa ,oa y?kq vkns'kksa ds e/; dh vR;f/kd NwVsa lekIr gks ldsa vkSj mRiknjs[kk;sa izfrLi/khZ cuh jg ldsaA vU; 'kCnksa esa] lefUor ,oa lqxzafFkr foi.ku uhfr;k¡ vkSj dk;ZØe rS;kj fd;stkus pkfg, tks mRikn&izokg dks Lor% izsfjr dj ldsaA

(iii) fuekZrkvksa ,oa mRikndksa dks lEiw.kZ forj.k&okfgdk esa izHkkoh lapkj O;oLFkk LFkkfir djuk pkfg,A lrr~okfgdk&lEidZ ,oa vkSipkfjd le>kSrs cktkjksa esa fLFkjrk ykrs gSa] mRikn&izokg dks Lopkfyr cukrs gSa vkSjforj.k ykxrksa esa deh ykrs gSaA lrr~ lEidkZsa ds vHkko esa iw.kZ gkfnZd lg;ksx dh dYiuk ugha dh tkldrhA izHkkoh ,oa lrr~ lapkj ml le; vkSj Hkh egRoiw.kZ rFkk vfuok;Z gks tkrk gS tcfd okfgdk esae/;LFkksa dh la[;k vR;f/kd gks vkSj lao)Zu dk;ZØeksa esa oS;fDrd foØ; dks dksbZ LFkku vFkok ux.; LFkkufn;k x;k gksAvr,o] fujUrj lEidZ ,oa lapkj cuk;s j[kus ds fy, fuEu dk;Z fd;s tk ldrs gSa&¼d½ forj.k uhfr esa ifjorZu djds lh/ks QqVdj O;kikfj;ksa dks forj.k fd;k tk ldrk gS vFkok Fkksd

O;kikfj;ksa dks j[krs gq, Lo;a dks e'khujh foØsrkvksa dh fu;qfDr djds lapkj O;oLFkk dks izHkkohcuk;k tk ldrk gSA

¼[k½ O;fDrxr :i ls o"kZ eas ,d ;k nks ckj vius e/;LFkksa ls HksaV djuk Hkh dkQh izHkkoh rFkk ykHkdkjhekuk x;k gSA blfy, laLFkk ds vf/kdkfj;ksa vFkok foØ;drkZ dks ,slh O;fDrxr HksaV ds dk;ZØecukus pkfg,A

¼x½ le;≤ ij i=k&O;ogkj esa] esaxthu izsj.kk] foØ; lkfgR; dk Hkstk tkuk] O;kikfjd foKkiuvkfn Hkh lEidkZsa dks izxkM+ cukrs gSaA

¼?k½ foØsrkvksa dh xksf"B;k¡ vk;ksftr djuk] O;kikfj;ksa ds foØsrkvksa dks izf'k{k.k gsrq cqykuk] O;kikjh&mRikndifj"knksa dk fuekZ.k djuk vkfn Hkh ikjLifjd lg;ksx ds lao)Zu gsrq mi;ksxh ekuk x;k gSA

5. forj.k iz.kkyh dk ewY;kadu (Evaluation of Distribution System)&forj.k&okfgdk uhfr dk ;g lokZfèkdegRoiw.kZ fu.kZ; {ks=k gSA bl {ks=k ls lEc) fu.kZ; ysus dk mÙkjnkf;Ro lokZsPp foi.ku vf/k'kklh dk gksuk pkfg,A

11 Phillip Mcevey "Are Channels of Distribution What the Textbooks say?" Journal of Marketing, January, 1960, pp. 60-62, quoted

in W. Lazer. op. cit., p.304.

217forj.k okfgdk,¡

,sls ewY;kadu dk izeq[k vk/kkj foi.ku mís'; gksus pkfg,A bl dk;Z dks djrs le; ;g ns[kuk t:jh gksrk gSfd foi.ku mís';ksa dh iwfrZ fo|eku forj.k iz.kkyh }kjk dgk¡ rd] fdl izdkj gks jgh gS\ ;fn mís';ksa dh iwfrZgsrq ifjofrZr ifjfLFkfr;ksa esa forj.k&okfgdk uhfr dk la'kksf/kr djuk t:jh gks rks] og Hkh fd;k tkuk pkfg,A;fn e/;LFk&irksa eas deh ;k c<+ksÙkjh djuk t:jh gks vFkok mudks izsfjr djuk t:jh gks rks bl lEcU/k esa Hkhvko';d fu.kZ; 'kh?kz fy;s tkus pkfg,A foi.ku vf/k'kklh }kjk forj.k&iz.kkyh ds ewY;kadu dk dk;Z e/;LFkksadh nf"V ls djuk pkfg, rkfd lEiw.kZ forj.k&okfgdk mRiknd] lgdkjh ,oa jpukRed Hkwfedk fuHkk ldsA

forj.k ek/;e ;k okfgdk,¡(Channels of Distribution)

foi.ku ds nf"Vdks.k ls oLrq,¡ lk/kkj.kr;k nks :iksa esa ck¡Vh tkrh gSa ftuesa ,d dks miHkksDrk oLrq,¡ o nwljh dks fufeZroLrq,¡ dgrs gSaA nksuksa izdkj dh oLrqvksa dks miHkksDrk rd igqapkus ds lk/kuksa esa vUrj gSA tgk¡ rd miHkksDrk oLrqvksa dklEcU/k gS mudk forj.k ek/;e lk/kkj.kr;k fuEu izdkj dk gksrk gS&

mi;qZDr pkVZ ls ;g vFkZ dnkfi ugha yxkuk pkfg, fd forj.k ek/;e ds mi;qZDr 6 gh rjhds gSa cfYd bu rjhdksa dhla[;k c<+ ldrh gS] tSls izfrfuf/k nks gks ldrs gSa&,dek=k foØ; izfrfuf/k o nwljk mi&,dek=k foØ; izfrfuf/kA blhizdkj Fkksd foØsrk Hkh chp esa dbZ gks ldrs gSa( tSls] cM+s Fkksd foØsrk o NksVs Fkksd foØsrkA bl izdkj mi;qZDr pkVZ dksgeus viuh lqfo/kk ds fy, viuk;k gSA

1. fuekZrk izfrfuf/k Fkksd foØsrk QqVdj foØsrk miHkksDrk& bl rjhds dksviukus esa oLrq fuekZrk ls izfrfuf/k vkSj izfrfuf/k ls Fkksd foØsrk rd igqaprh gS tgk¡ ls QqVdj foØsrk [kjhndj miHkksDrk dks csprs gSaA Hkkjr esa vf/kdka'k diM+s dh fcØh blh izdkj ls gksrh gSA

2. fuekZrk izfrfuf/k QqVdj foØsrk miHkksDrk& bl rjhds o Åij fy[ks rjhds esa flQZbruk gh vUrj gS fd blesa e/;LFkksa dh dM+h esa ,d dh deh gks tkrh gS D;ksafd blesa Fkksd foØsrk chp esa ughavkrs gSaA eky izfrfuf/k ls lh/kk QqVdj foØsrk }kjk fd;k tkrk gS tks miHkksDrk dks csprs gSaA os fuekZrk tks viuhforj.k ykxr de djuk pkgrs gSa bl rjhds dks viukrs gSaA

Manufacturers of Consumer Goods

Ultimate Consumers

Agents

Wholesalers

Retailers

Agents

Retailers

Agents

Wholesalers

Retailers Retailers

foi.ku ds fl)kUr218

3. fuekZrk izfrfuf/k miHkksDrk& bl iz.kkyh esa miHkksDrk o fuekZrk ds chp flQZ ,d gh dM+hjgrh gS vkSj og gS izfrfuf/kA Hkkjr esa vf/kdka'k nokbZ fuekZrk o Cosmetic oLrqvksa ds fuekZrk blh iz.kkyh dksviuk jgs gSa vkSj os blds fy, viuh ,tsfUl;k¡ fofHké LFkku ij j[krs gSaA ;g ,tsfUl;k¡ gh QqVdj foØsrk dkdke djrh gSA

4. fuekZrk Fkksd foØsrk QqVdj foØsrk miHkksDrk& bl fof/k esa oLrq Fkksd foØsrk oQqVdj foØsrk ds ek/;e ls miHkksDrk rd igqaprh gSA okLro esa] ;g miHkksDrk oLrqvksa dks cspus dk cgqr gh iqjkuk<ax gS vkSj NksVs fuekZrkvksa ds fy, cgqr gh vPNk gSA Hkkjr esa Ñf"k inkFkkZsa ds lEcU/k esa ;g rjhdk ik;k tkrkgSA

5. fuekZrk QqVdj foØsrk miHkksDrk& bl fof/k esa fuekZrk viuh fcØh QqVdj foØsrkvksa dksdjrk gS vkSj fQj QqVdj foØsrk }kjk miHkksDrk dh lsok dh tkrh gSA Hkkjr eas jse.M~l o vks- lh- ,e- vkfnds }kjk ;g rjhdk viuk;k tkrk gSA

6. fuekZrk miHkksDrk& bl i)fr esa fuekZrk }kjk lh/kh fcØh miHkksDrkvksa dks dh tkrh gS vkSj ;g fcØh(i) viuh nqdkuksa ls( (ii) Lo;a ds foØ;drkZvksa ls( (iii) Mkd ds ek/;e ls( (iv) foØ; e'khuksa ls( o (v) VsyhQksuls dh tkrh gS bl izdkj dh i)fr dks izR;{k fcØh dk rjhdk Hkh dgrs gSaA

vkS|ksfxd oLrqvksa dk forj.k ek/;e(Channels of Distribution of Industrial Products)

fuEukafdr pkVZ dk ;g vFkZ dnkfi ugha gS fd fufeZr vkS|ksfxd eky dk forj.k ek/;e fuEu 4 rjhds dk gh gksrk gS cfYdblesa vkSj Hkh of) gks ldrh gSA fuekZrk }kjk vius cktkj ds fu;a=k.k ds nf"Vdks.k ls {ks=kh; dk;kZy; Hkh [kksys tk ldrsgSa tks bl dM+h dks vkSj yEck dj nsrs gSaA

1. fuekZrk izfrfuf/k Fkksd foØsrk vkS|ksfxd foØsrk& bl fof/k esa oLrq fuekZrk ls izfrfufèko izfrfuf/k ls Fkksd foØsrk vkSj mlls vkS|ksfxd Øsrk ds ikl igqaprh gSA

2. fuekZrk Fkksd foØsrk vkS|ksfxd Øsrk& ;g iz.kkyh igyh iz.kkyh ls NksVh gS vkSj blesa oLrqizfrfuf/k ds ek/;e ls vkS|ksfxd Øsrk ds ikl igaqprh gSA os laLFkk,¡ tks de&ls&de e/;LFkksa dks pkgrh gS bli)fr dks viukrh gSaA

Manufacturers of Industrial Goods

Industrial Users

Agents

Wholesalers

Agents

Wholesalers

219forj.k okfgdk,¡

3. fuekZrk Fkksd foØsrk vkS|ksfxd Øsrk& ;g i)fr Åij tSlh gh gS vUrj dsoy bruk gS fdogk¡ fuekZrk o vkS|ksfxd o vkS|ksfxd Øsrk ds chp izfrfuf/k gS tcfd ;gk¡ Fkksd foØsrk gSA

4. fuekZrk vkS|ksfxd Øsrk& bldks lh/kh i)fr ;k lh/kk ekxZ dgrs gSaA blesa fuekZrk o vkS|ksfxd Øsrkds chp dksbZ e/;LFk ugha gksrk gSA jsyos batu o fctyh cukus okyh e'khusa] blh ek/;e ls csph tkrh gSaA

forj.k&ekxZ dh O;k[;k djrs le; geus dqN 'kCnksa dk iz;ksx fd;k gS) tSls] fuekZrk] izfrfuf/k] Fkksd foØsrk] QqVdjfoØsrk] vkfnA vc ge bu 'kCnksa dh O;k[;k djsaxs&1. fuekZrk (Manufacturer)& fuekZrk dk vFkZ oLrqvksa dk fuekZ.k djus okys ls gSA ;g fuekZ.k laLFkk,¡ O;fDrxr]

dEiuh] lgdkjh o lk>snkjh ds :i esa gks ldrh gSaA fuekZrk dh ifjHkk"kk esa os mRiknd Hkh 'kkfey gSa tks oLrqvksadks [ksrh&ckM+h djds mRikfnr djrs gSaA

2. izfrfuf/k (Agent)& e/;LFkksa dh Üka[kyk esa izfrfuf/k lcls igys vkrk gSA ;g izfrfuf/k Hkh dbZ izdkj ds gksrsgSa ysfdu lk/kkj.kr;k ;g nks izdkj ds gksrs gSa& (i) ,d rks os tks vk<+r ;k nykyh ij dk;Z djrs gSa vkSj oLrqvksads gLrkUrj.k esa okLrfod :i ls LokfeRo dks vius Åij ugha ysrs gSaA ;s fuekZrk vkSj Øsrk dks feykdj lkSnksadks iwjk djk nsrs gSaA (ii) nwljs os tks fuekZrk ds eky dks Lo;a Ø; djrs gSa vkSj fQj ckn esa vU; e/;LFkksa ;kØsrkvksa dks csp nsrs gSaA

3. Fkksd foØsrk (Wholesaler)& os foØsrk tks fuekZrk ls oLrqvksa dks cM+h ek=kk esa [kjhnrs gSa vkSj mudk foØ;NksVh&eksVh ek=kk esa QqVdj O;kikfj;ksa dks djrs gSa Fkksd foØsrk dgykrs gSaA

4. QqVdj O;kikjh (Retailer)& os foØsrk tks oLrqvksa dks QqVdj ek=kk esa miHkksDrkvksa dks csprs gSa QqVdj foØsrkdgykrs gSaA ;g QqVdj foØsrk dbZ izdkj ds gksrs gSa ftudk foLrr fooj.k QqVdj forj.k okys v/;k; esa fn;kx;k gSA

foi.ku ds fl)kUr220

v/;k;&12

Fkksd forj.k(Wholesale Distribution)

Fkksd O;kikjh(Meaning of the Wholesaler)

lkekU;r;k Fkksd O;kikjh dks forj.k Ja[kyk dh m l dM+h ls ifjHkkf"kr fd;k tkrk gS tks fd mRikndksa ,oa QqVdjO;kikfj;ksa ds e/; lEidZ LFkkfir djrh gSA ;|fi ;g vFkZ xyr ug° gS] fdUrq Fkksd O;kikjh dsoy QqVdj O;kikfj;ksadks gh eky dk foØ; ugha djrs gSa] cfYd os vkS|ksfxd miHkksDrkvksa] laLFkkvksa rFkk mu O;fDr;ksa dks Hkh eky csprs gSa ftudkmís'; [kjhns tkus okys eky dk mi;ksx vU; oLrq,¡ cukus esa djuk gksrk gS vFkok ftudk okf.kfT;d miHkksx djuk gksrkgSA tc dksbZ oLrq de vFkok vf/kd ifjek.k esa iqufoZØ; ,oa ykHk dekus gsrq vFkok uohu oLrqvksa ds mRiknu gsrq [kjhnhtkrh gS] tks ,slh oLrq dk foØsrk Fkksd O;kikjh rFkk ,slk forj.k ^Fkksd forj.k* dgykrk gSA bl nf"Vdks.k ls ;fnmRiknd Hkh QqVdj O;kikfj;ksa ;k vkS|ksfxd fuekZrkvksa dks oLrq,¡ csprk gS rks og Hkh Fkksd O;kikjh gSA fdUrq ,d QqVdjO;kikjh ;fn vU; QqVdj O;kikfj;ksa dks eky dk foØ; djrk gS vFkok dHkh&dHkh vksS|ksfxd iz;ksDrkvksa dks eky dkfoØ; djrk gS rks Hkh QqVdj O;kikjh Fkksd O;kikjh ug° dgykrk gS D;ksafd ml O;kikjh dh nSfud izÑfr rks miHkksDrkvksadks gh eky cspus dh gksrh gSA

Fkksd O;kikjh dh izeq[k ifjHkk"kk,¡(Important Definitions of a Wholesaler)

1- yklZu ds vuqlkj] ÞFkksd O;kikj eas os lc ,tsfUl;k¡ lfEefyr gksrh gSa tks LFkkuh; cktkj rFkk QqVdj O;kikjhds chp gksus okyh [kjhn&csp esa lg;ksx djrh gSaA1

2- fyilu ,oa MkfyZax ds vuqlkj] ÞFkksd O;kikjh og e/;LFk gS ftlds xzkgd O;kolkf;d mís'; ls vFkok ykHkktZuls izsfjr gksdj eky [kjhnrs gSaAÞ2

3- csdesu ,oa MsfoMlu ds vuqlkj] ÞFkksd foØ; eas ,sls leLr lkSns lfEefyr gksrs gSa] ftuds vUrxZr xzkgd dk mís';iqufoZØ; }kjk ykHk dekuk gS vFkok O;kikfjd mi;ksx djuk gSA fdUrq ,sls lkSns lfEefyr ughs gksrs gSa ftuesaoLrq dk foØ; cgqr FkksM+h ek=kk esa gks vkSj lkekU;r;k fdlh QqVdj laLFkk ls [kjhnh tkosaAÞ3

4- lsUll C;wjks vkWQ vesfjdk ds vuqlkj] ÞleLr O;kikjh izfrfuf/k ,oa laxzgdrkZ tks ,d vksj mRikndksa rFkk nwljhvksj QqVdj O;kikfj;ksa ,o mi;ksxrkZvksa ds chp e/;LFkrk djrs gS] Fkksd O;kikjh dgykrs gSaAÞ4

5- vesfjdu ekdsZfVax ,lksfl;s'ku ds vuqlkj] ÞFkksd O;kikjh] QqVdj O;kikfj;ksa vFkok vU; O;kikfj;ksa vkSj @vFkok

1 "Wholesaler includes those agencies taking part in buying and selling activities that operate between the local market and the

retailer."

— A. L. Larson2 "A wholesaler is a middleman whose customers are actuated by a profit or business motive in making their purchases."

— Lipson and Daring, op. cit., p. 101.3 Backman and Davidson, "Marketing", VII edition, New York, 1962.4 "All merchants, agents and assemblers who intervene between producers on the one hand and retailers on the other are wholesale

establishments."

— The Census Bureau of U.S.A.

221Fkksd forj.k

vkS|ksfxd] laLFkkxr ,oa okf.kfT;d iz;ksDrkvksa dks eky csprs gSa] fdUrq os miHkksDrkvksa dks fo'ks"k ek=kk esa ekyugha csprs gSaAÞ5

mi;qZDr ifjHkk"kkvksa ls Li"V gS fd ÞFkskd O;kikjh og O;kikjh gS ftlds xzkgd iqufoZØ; }kjk ykHk dekus ds fy, vFkokO;kolkf;d mi;ksx ds fy, vFkok vkS|ksfxd miHkksx ds fy, eky [kjhnrs gSaA ,slk O;kikjh vfUre miHkksDrkvksa dks ekydk foØ; ugha djrk gSAÞ

fo'ks"krk,¡(Characteristics)

Fkksd forj.k dh izeq[k fo'ks"krk,¡ fuEufyf[kr gSa%

1- Fkksd forjdksa ds xzkgd vfUre xzkgdksa dks eky dk foØ; djrs gSaA vU; 'kCnksa esa Fkksd forjd vfUre xzkgdksadks egRoiw.kZ ek=kk eas eky ugha csprs gSaA

2- Fkksd forjd fuekZrkvksa ,oa QqVdj O;kikfj;ksa ds chp dh Ja[kyk gksrs gSaA

3- Fkksd forjd lhfer oLrqvksa eas O;kikj djrs gSA

4- Fkksd forjd LFkkuh; cktkj ds Ø;&foØ; esa lgk;rk nsrs gSaA RkFkk QqVdj O;kikfj;ksa dks xSj&foØ;.k lsok,¡iznku djrs gSaA

5- Fkksd forjd nqdku dh ltkoV dh rqyuk esa xksnke&O;oLFkk ij vf/kd /;ku nsrs gSa D;ksafd ;s eky ds cM+slaxzgdrkZ gksrs gSaA

6- Fkksd forjdksa dh vkfFkZd fLFkfr dkQh lqn<+ gksrh gSA

7- orZeku esa] Fkksd forjd futh czk.M ds vk/khu Hkh foi.ku djus yxs gSa rFkk fuekZrkvksa dks ukuk izdkj dh foi.kulsok,¡ miyC/k djus yxs gSaA

Fkksd O;kikj lajpuk(Wholesale Structure)

Fkksd O;kikj lajpuk dk fuekZ.k ftu Fkksd O;kikj e/;LFkksa ls gksrk gS] mUgsa ekSVs rkSj ij nks Hkkxksa esa ck¡Vk tk ldrk gSa&1- ,tsUV e/;LFk] ,oa 2- epsZUV Fkksd O;kikjhA

budk fo'kn~ foopsu bl izdkj gSA

,tsUV e/;LFk

(Agents Middlemen)

,tsUV e/;LFk] Þos Fkksd forjd gS tks vius eky dk Ø;&foØ; u djds vU; yksxksa ds fy, djrs gSaAÞ vU; 'kCnksa esa]Þ;s ,sls Fkksd forjd gSsa ftuds }kjk [kjhns ,oa csps x;s eky dk LokfeRo dkuwuh rkSj ij vU; O;fDr;ksa ds ikl gksrk gSbUgsa viuh lsokvksa ds cnys esa deh'ku fn;k tkrk gSAÞ

,tsUV e/;LFkksa dks iqu% fuEu Jsf.k;ksa esa foHkDr fd;k tk ldrk gS%

1- czksdlZ (Brokers): czksdj LoRo&gLrkUrj.k dk lkSnk djrk gSA ;g Øsrk ;k foØsrk dk izfrfuf/kRo djrk gSvkSj ,d i{kdkj dks nwljs i{kdkj ls feykrk gSA ;g HkkSfrd :i ls mu oLrqvksa dk gsUMfyax ugha djrk gS] ftudh[kjhn&csp eas lg;ksx djrk gS ;g U;wure lsok,¡ iznku djrk gS czksdlZ forj.k dh fuEu ykxr fof/k iznku djrs

5 "Wholesalers sell to retailers or other merchants and/or industrial, institutional and commercial users, they do not sell in significant

amounts to ultimate consumers."

— AMA

foi.ku ds fl)kUr222

gSa vkSj ifj.kkeksa dh miyfC/k ij gh ifjiwfrZ j[kus dk gd j[krs gSaA czksdlZ dk mRikn mldh lwpuk,¡ gqvk djrhgS fd dkSu D;k cspuk pkgrk gS vkSj D;k [kjhnuk pkgrk gSA

2- deh'ku epsZUVl~ (Commission Merchants): deh'ku epsZUV~l ;|fi czksdlZ ds leku gksrs gSa] fQj Hkh nksckrksa esa fofHkUurk j[krs gSaA izFke] deh'ku epsZUV~l vius fu;ksDrkvks dks c) (Bind) djrs gSa] tcfd czksdlZ ughadjrs gSaA czksdlZ dks gj ckj lkSns dk vfUre :i nsus ls igys fu;ksDrk dk vuqeksnu izkIr djuk gksrk gS] fdUrqdeh'ku epsZUV~l dks ,slk vuqeksnu izkir djus dh t:jr ugha gksrh gSaA }hrh;] deh'ku epsZUV~l ds tfj;s dhtkus okyh fcØh de le; ysrh gSA deh'ku epsZUV~l vius fu;ksDrkvksa dks eky dh fcØh ls izkIr foØ; /ku esals deh'ku dkVdj 'ks"k /kujkf'k mUgsa ykSVk nsrs gSaA deh'ku epsZUV~l Ñf"k cktkjksa esa dkQh izpfyr gSA

3- fuekZrkvksa dk ,tsUV (manufacturers' Agents): fuekZrkvksa dk ,tsUV og Fkksd forjd gS tks vusd fuekZrkvksadh foØ; deh'ku ij djrk gSA ,slh csph tkus okyh oLrq,¡ ijLij iwjd vFkok izfrLi/khZ gksrh gSaA ;g oLrqvksadk foØ; mlh izdkj djrk gS] tSls fd fdlh fuekZrk dk foØ;drkZ djrk gS vFkok fuekZrk dk fcØh dk;kZy;djrk gS vFkok fuekZrk dh 'kk[kk djrh gSA ,slk ,tsUV vusd fuekZrkvksa dh oLrqvks dh fdlh fuf'prizfrcfU/kr {ks=k (Restricted area) esa csprk gSA blfy, dksbZ Hkh fuekZrk ftldh oLrqvksa dk cktkj jk"Vªh; gSvusd ,tsUV fu;qDr dj ldrk gSA ,sls ,tsUV LorU=k gksrs gSa vkSj fdlh fuekZrk ds deZpkjh ugha gksrs gSaA ,sls,tsUVksa }kjk csph tkus okyh oLrqvksa dh dher ,oa fcØh 'krksZa ij muds fuekZrkvks dk iwjk fu;U=k.k jgrk gSa buFkksd forjdksa dk iz;ksx izk;% mu NksVs fuekZrkvksa }kjk fd;k tkrk gS] ftudks O;kid izfrfuf/kRo dh vko';drkgS D;ksafd mudh fcØh vi;kZIr gSA ;s Fkksd forjd vius ;gk¡ Hkkjh LVkWd Hkh j[krs ik;s tkrs gSaA fdUrq vf/kdrj,tsUV vkns'k izkIr djds mudh iwfrZ djrs gSaA e'khujh] fo|qr mRikn] oL=k] [kk|] QuhZpj] [ksydwn vkfn dsforj.k esa izk;% fuekZrk&,tsUVksa dh lsok,¡ izkIr dh tkrh gSA tc mRiknu u;k gks vFkok fdlh u;s cktkj esaizos'k djrk gks] rc fuekZrk ,tsUVksa dk iz;ksx fd;k tkuk Js;Ldj jgrk gSA

4- foØ; ,tsUV (Selling Agents): foØ;.k ,tsUV oLrqr% fuekZrkvksa ds foi.ku izcU/k dk izfrLFkkukiUu gksrk gSAog izk;% jk"Vªh; Lrj ij ,d ;k vusd fuekZrkvksa dh lEiw.kZ mRikn iafDr;ksa dk foi.ku djrk gS vkSj mRiknksadh dherksa] mudh fcØh ,oa muds foKkiu ij iw.kZ fu;U=k.k j[krk gS ,sls ,tsUV fuekZrkvksa ds ,tsUVksa dh rqyukesa vf/kd foi.ku lsok;sa iznku djrs gSaaA buds }kjk nh tkus okyh lsokvksa esa fMtkbZu] foi.ku vuqlU/kku] foKkiulao)Zu] {ks=kh; izfrfuf/kRo vkfn ls lEc) lsokvksa dks lfEefyr fd;k tk ldrk gSaA

,sls ,tsUV vusd fuekZrkvksa dk izfrfuf/kRo djrs gSa] blfy, fuekZrkvksa ds foØ;drkZvksa dh rqyuk esavf/kd lLrh foi.ku lsok;sa miyC/k dj ldrs gSaaA bu ,tsUVksa dk mi;ksx izk;% mu fuekZrkvksa }kjk Hkh fd;k tkrkgS tks vkfFkZd ladV esa gS vksj dk;Z'khy iw¡th tqVkus esa vleFkZ gSaA ;s ,tsUV fu;ksDrk ds lEiw.kZ O;olk; ijfu;U=k.k dj ysrs gSa ftls vusd dkj.kksa ls Bhd ugha ekuk tkrk gSA brus ij Hkh bu ,tsUVksa }kjk miyC/k dhtkus okyh foÙkh; lgk;rk ,oa foi.ku gsrq mUgsa iz;qDr fd;k tkrk gSA

fofy;e ts- LVsUVu ds vuqlkj fuekZrkvksa ds ,tsUVksa ,oa foØ;.k ,tsUVksa esa tks fopkj.kh; Hksn gSa]fuEufyf[kr gSa%6

1- fuekZrkvksa ds ,tsUVksa dk fcØh izns'k izfrcfU/kr gksrk gS tcfd foØ; ,tsUV dk ughaA

2- fuekZrkvksa ds ,tsUVksa dh iz;qfDr dh n'kkvksa esa izk;% fuekZrk Lo;a dh foØ;&'kfDr Hkh foi.ku gsrq fu;kstudjrs gSa] fdUrq foØ;.k ,tsUVksa dh iz;qfDr dh n'kkvks esa foØ;&'kfDr dks fu;ksftr ugha fd;k tkrk gSA

3- fuekZrkvksa ds ,tsUVks dh rqyuk esa foØ;.k ,tsUV mRikn dherksa ,oa foØ; 'krks± ij vf/kd fu;U=k.kj[krs gSaA

6 W. J. Stanton, op. cit., pp. 320-21.

223Fkksd forj.k

4- fuekZrkvksa ds ,tsUV fuekZrkvksa dh lEiw.kZ mRikn iafDr dks fdlh ,d cktkj esa ;k mRikn iafDr ds dqNmRiknksa dks lHkh cktkjksa esa csprs gSa] tcfd foØ;.k ,tsUV ,d ;k vf/kd fuekZrkvksa dh lEiw.kZ mRikniafDr;ksa dks jk"Vªh; cktkjksa esa csprs gSaA

5- vU; izdkj ds ,tsUV (Other Types of Agents): vUrjkZ"Vªh; O;kikj esa Hkh vusd izdkj ds ,tsUV dk;Z djrsgSaA buesa fu;kZr ,tsUVksa] vk;kr ,tsUVksa] foØ; ,tsUVksa] bUMsUV ,tsUVksa] jsthMsUV ,tsUVksa vkfn dks izeq[krk lslfEefyr fd;k tk ldrk gSA fu;kZr deh'ku xgksa] vk;kr vk<+fr;ksa ,oa nykyksa dks czksdlZ dgk x;k gSa vk;krfu;kZr xgksa dks deh'ku epsZUV~l ekuk x;k gS bUMsUV xg jsthMsUV Øsrkvksa dh Hkk¡fr dk;Z djrs gSaA

epsZUV Fkksd O;kikjh

(Merchant Wholesaler)

epsZUV Fkksd O;kikjh] Þ,sls Fkksd forjd gSa tks mu oLrqvksa dk LoRo xzg.k djrs gSa ftUgsa os csprs gSa vkSj mRiknu&LokfeRods lkFk tqM+h gqbZ tksf[ke dks ogu djrs gSaAÞ epsZUV Fkksd forjdksa dks îw.kZ lsok Fkksd O;kikfj;ksa ,oa lhfer dk;Z FkksdO;kikfj;ksa* dhs Jsf.k;ksa esa oxhZÑr fd;k tk ldrk gSA

izR;sd Js.kh esa lfEefyr gksus okys Fkksd forjdksa dk laf{kIr mYys[k fuEukuqlkj gS%

¼d½ iw.kZ lsok Fkksd O;kikjh (Full Service wholesalers): iw.kZ lssok Fkksd O;kikjh dks iw.kZ dk;Z Fkksd foØsrk (Full

Function wholesaler) lsok Fkksd foØsrk* (Service wholesaler) vkSj dHkh&dHkh dsoy Fkksd foØsrk* (whole-

saler) ds uke ls Hkh iqdkjk tkrk gSA ;g og epsZUV Fkksd O;kikjh gSa tks Fkksd foØsrk ds leLr dk;ksZ dks lEiUudjrk gSA* ,sls dk;ksZ esa izeq[kr% LVkWd j[kuk] lqiqnZxh nsuk] lk[k miyC/k djuk] foØ;&'kfDr dk vuqj{k.k djuk]tksf[ke ogu djuk] xeukxeu esa lgk;rk vkfn dks lfEefyr fd;k tk ldrk gSA

iw.kZ lsok Fkksd foØsrkvksa dks muds }kjk csph tkus okyh oLrqvksa ds vk/kkj ij oxhZÑr djus dk iz;kl ;fn fd;ktk;s rks mUgsa fuEu oxksaZ eas lkewfgd fd;k tk ldrk gSA

1- lkekU; oLrq Fkksd foØsrk (General merchandise Wholesaler): ;s Fkksd foØsrk vusd izdkj dhmRikn js[kkvksa esa O;ogkj djrs gSa vkSj izk;% lqfo/kk mRiknksa ,oa 'kkWfiax mRiknksa dk foi.ku djrs gSaA bufoØsrkvksa }kjk csph tkus okyh oLrq;sa vuk'koku (Non-perishable) gksrh gSaA mnkgj.k ds fy, gkMZos;j]fo|qr iwfrZ;k¡] QuhZpj] vkWVkseksckby midj.k] lkSan;Z izlk/ku] nokb;k¡ vkfn dk foi.ku ;s lkekU; oLrqFkksd foØsrk djrs gSaA fofy;e ts- LVsUVu dk dguk gS fd lkekU; oLrq Fkksd foØsrk vU; lsok FkksdfoØsrkvksa dh rqyuk esa izfr"Bkuksa dh la[;k ,oa fcØh dh nf"V ls de egRoiw.kZ gSA

2- ,d&iafDr Fkksd foØsrk (Single-line Wholesalers): bUgsa lkekU; iafDr Fkksd foØsrk Hkh dgk tkrk gSA;s os epsZUV Fkksd foØsrk gSa tks ,d mRiknu&iafDr esa O;ogkj djrs gSa] vkSj miHkksDrk oLrqvksa esa eq[;r%lhfer&iafDr QqVdj LVkslZ dks foØ; djrs gSa] vkS|ksfxd oLrqvksa esa ;s foØsrk O;kid HkkSxksfyd {ks=k dksdoj djrs gSa vkSj vR;f/kd fof'k"V lsok;sa iznku djrs gSaA ;s Fkksd foØsrk fdlh ,d mRikn&iafDr dhyxHkx lHkh oLrqvksa dk foi.ku djrs gSaA mnkgj.k ds fy, isUV foØsrk] gkMZos;j foØsrk] xzksljht LVkslZ]oL=k foØsrk] vkS|ksfxd midj.k ;k iwfrZ foØsrk] MªkbZ xqM~l foØsrk ,sls ,d iafDr Fkksd foØsrkvksa esalfEefyr fd;s tkrs gSaA bu Fkksd foØsrkvksa dh fcØh vU; dh rqyuk esa lokZf/kd gksrh gS rFkk y?kq QqVdjHk.Mkjksa dks fd;s tkus okys foi.ku esa egRoiw.kZ LFkku j[krs gSaA

3- fof'k"V oLrq Fkksd foØsrk (Speciality Wholesalers): ;s Fkksd foØsrk fdlh O;kid lkekU; iafDr dhdsoy dqN fof'k"V oLrqvksa dk gh foi.ku djrs gSaA mnkgj.k ds fy, gSaMywe oL=k foØsrk] Åuh oL=k foØsrk[kknh oL=k foØsrk] Mh- lh- ,e- ds oL=k foØsrk ;k eQryky ds oL=k foØsrk vkfn fof'k"V oLrq FkksdfoØsrkvksa esa lfEefyr fd;s tkrs gSaA e'khujh mRikn esa ,;j d.Mh'kfuax] Ñf"k ;k m|ku midj.k foØsrkvkasdks fof'k"V oLrq Fkksd foØsrkvksa esa lfEefyr fd;k tk ldrk gSA

foi.ku ds fl)kUr224

HkkSxksfyd cktkjksa ds vk/kkj ij ;fn Fkksd foØsrkvksa dk oxhZdj.k fd;k tk;s rks eq[;r% jk"Vªh; izknsf'kd,oa LFkkuh; Fkksd foØsrkvksa esa oxhZÑr fd;k tk ldrk gSA jk"Vªh; Fkksd foØsrk jk"Vªh; Lrj ij Fkksd foØ;djrs gSa] loZ=k vius xksnke j[krs gSa vkSj jk"Vª Hkj esa QSys QqVdj O;kikfj;ksa dks eky csprs gSaA izknsf'kdFkksd foØsrk jkT; Lrjh; vFkkZr~ izns'k Lrjh; Fkksd O;kikj djrs gSaA LFkkuh; Fkksd foØsrk fdlh 'kgj ;kLFkku dh LFkkuh; lhekvksa esa Fkksd O;kikj djrs gSaA bu Fkksd foØsrkvksa dh la[;k lokZf/kd gksrh gSA ;sFkksd foØsrk LFkkuh; QqVdj O;kikfj;ksa dh ek¡x dks iwjk djrs gSaA

¼[k½ lhfer dk;Z Fkksd O;kikjh (Limited Function Wholesalers): ;s ,sls epsZUV Fkksd foØsrk gSa tks Fkksd O;kikjds dsoy dqN dk;ksZ dks gh lEiUu djrs gSaA budh forj.k ykxr ^lsok Fkksd foØsrkvksa* dh forj.k ykxr dhrqyuk esa de gksrh gS] D;ksafd ;s cgqr de lsok;sa miyC/k djrs gSaA O;ogkj esa ik;s tkus okys fofHkUu izdkj dslhfer dk;Z Fkksd foØsrk fuEufyf[kr gSa%

1- iSlk nks eky yks Fkksd foØsrk (Pay Cash and Carry Wholesalers): ;s Fkksd foØsrk vius QqVdjO;kikfj;ksa dks u rks lk[k iznku djrs gSa vkSj u gh eky lqiqnZxh muds dkmUVj ij djrs gSaA blds foijhr;s QqVdj O;kikfj;ksa dks vius gh dkmUVj ij udn eky csprs gSaA lkekU;r% ?kjsyw miHkksx dh oLrq,¡]rEckdw vkfn bu Fkksd foØsrkvksa dh mRikn iafDr;ksa dk fuekZ.k djus okyh phtsa gSaA

2- ^Mªki f'kij* Fkksd foØsrk (Drop-shipper Wholesalers): ;s MsLd tkWcj Fkksd foØsrk Hkh dgykrs gSAa;s Fkksd foØsrk vU; Fkksd foØsrkvksa] QqVdj O;ikfj;ksa] ,oa vkS|ksfxd iz;ksDrkvksa ls vkns'k izkIr djdslEcfU/kr fuekZrk dks Hkst nsrs gSa vkSj mls eky Øsrk rd izsf"kr djus dk funsZ'k ns nsrs gSaA vU; 'kCnksa esa ;sFkksd foØsrk csps tkus okys eky dk Ø; fuekZrk ls Lo;a djrs gSa fdUrq [kjhns x;s eky dk chtd viusxzkgdksa ds uke ls cuokrs gS vkSj eky dks vius ;gk¡ u eaxokdj lh/kk vius xzkgdksa rd fHktokus dh O;oLFkkdjrs gSaA budh lapkyukRed ykxr dkQh de gksrh gSA

3- Vªd ;k osxu Fkksd foØsrk (Truck or Wagon Wholesalers): ;s os Fkksd foØsrk gSa tks eky dks Vªd;k osxu esa gh j[krs gSaA vkSj ?kwe&?kwe dj QqVdj laLFkkvksa dks gkFkksa&gkFk csp nsrs gSA lfCt;ksa] nw/k] Qyksa,oa vU; ,sls uk'koku mRiknksa ds Fkksd foØsrk forj.k ds bl <ax dks viukrs gSaA

4- Mkd }kjk O;kikj djus okys Fkksd foØsrk (Mail order Wholesalers): ;s Fkksd foØsrk Mkd }kjkQqVdj O;kikfj;ksa vkSj cgqr gh de ek=kk esa vfUre miHkksDrkvksa dks izkekfir oLrqvksa dk foØ; djrs gSaA;s oLrq,¡ uk'koku ugha gksrh gSA gkMZos;j] ToSyjh] [ksy&dwn dk lkeku vkfn oLrqvksa dk Fkksd foØ; bufoØsrkvksa }kjk fd;k tkrk gSA cM+h ek=kk esa vkns'kkssa ij ;s vkd"kZd NwVsa Hkh nsrs gSaA

5- jsd&tkWclZ (Rack Jobers): jsd tkWclZ vis{kkÑr ,d u;s izdkj ds Fkksd foØsrk gSa tks v[kk| inkFkksZdks [kk| Hk.Mkjksa ds tfj;s cspus dk iz;kl djrs gSaA ;s lkekU;r;k vius eky dks cspus ds fy, foHkkxh;Hk.Mkjksa ;k lqij cktkjksa esa LFkku fdjk;s ij ysdj vius mRiknksa dks vkyekfj;ksa esa Hkj dj j[k nsrs gSAbu oLrqvksa dk foØ; foHkkxh; Hk.Mkjksa ;k lqij cktkjksa ds deZpkjh djrs gSaA vkSj cnys esa deh'ku izkIrdjrs gSaA

mi;qZDr of.kZr epsZUV Fkksd foØsrkvksa ds vykok ^ladyudrkZ Fkksd foØsrk* (Assembling wholesaler) fuekZrk fcØh'kk[kk;sa vkfn dks Hkh izeq[k epsZUV Fkksd foØsrkvksa esa lfEefyr fd;k tk ldrk gSA

Fkksd O;kikj ds dk;Z(Wholeselling Functions)

fuekZrkvksa ,oa QqVdj O;kikfj;ksa vFkok vkS|ksfxd iz;ksDrkvksa ds izfr Fkksd forjdksa }kjk lEiUu fd;s tkus okys dk;ZfuEukuqlkj gSaA

225Fkksd forj.k

fuekZrkvksa iwfrZdrkZvksa ds fy, fd;s tkus okys dk;Z

(Functions to be Performed for Producers/Suppliers)

fuekZrkvksa vFkok iwfrZdrkZvksa ds fy, Fkksd forj.k fuEufyf[kr dk;Z djrs gSaA

1- foØ;.k (Selling): Fkksd foØsrk iwfrZ lzksrksa dh [kkst djrs gSa vkSj fuekZrkvksa dks fcØh ds dk;Z ls eqDr djrsgSaA Fkksd foØsrkvksa ds }kjk nh tkus okyh fcØh lsokvksa ds dkj.k fuekZrkvksa dks vius ;gk¡ de foØ;dÙkkZ ghj[kus iM+rs gSaA Fkksd foØsrk fuekZrkvksa ds fy, lEc)Zu dk;Z Hkh djrs gSaA vkSj mudh foKkiu rFkk vU; loao)Zu;kstukvksa dh fØ;kfUofr esa fgLlk ysrs gSaA

2- foÙk izcU/k (Financing): O;kolkf;d {ks=k esa iw¡th dh t:jr gj NksVs&cM+s fuekZrk dks jgrh gh gSA fdUrq]vis{kkÑr NksVs fuekZrkvksa dks iw¡th dh t:jr vf/kd jgrh gSA Fkksd foØsrk ,sls fuekZrkvksa dh foÙkh; t:jrksadks iwjk djus dk dk;Z djrs gSaA Fkksd foØsrk dkQh cM+h ek=kk esa eky dk LVkWd djds fuekZrkvksa dks iw¡th dhO;oLFkk ds >a>Vksa ls eqDr djrs gSaA

3- bUos.Vjh laxzg.k (Storing Inventory): Fkksd foØsrk dkQh cM+h ek=kk esa eky [kjhnrs gSa vkSj xksnkeksa esa j[krsgSa] ftlls fuekZrkvksa dks vius ;gk¡ Hkkjh LVkWd j[kus dh vko';drk ugha iM+rh vkSj muds xksnke O;;ksa esa dehgks tkrh gSA

4- lk[k tksf[keksa esa deh (Reducing Credit Risk): fuekZrkvksa ds fy, ;g dfBu gksrk gS fd os vla[; QqVdjO;kikfj;ksa dh vkfFkZd fLFkfr dk ewY;kadu dj ldsaa vksj lk[k ij mUgsa eky ns ldsaA Fkksd foØsrk fuekZrkvksa dksbu lSadM+ksa QqVdj O;kikfj;ksa ls lEidZ LFkkfir djus ds dfBu dk;Z ls cpkrs gSa vkSj mudh lk[k tksf[ke esdeh ykrs gSaA izk;% Fkksd foØsrk vfxze /ku nsdj eky [kjhnrs gSaA blls Hkh fuekZrkvksa dh lk[k&tksf[ke esa dehgks tkrh gSA Fkksd foØsrk vusd QqVdj O;kikfj;ksa ds lEidZ esa vkrs jgrs gSa vkSj mudh vkfFkZd fLFkfr ls ifjfprgksrs gSaA blfy, Fkksd foØsrk lk[k tksf[ke esa deh ykus okys forjd ekus x;s gSaA

5- cktkj lwpuk (Marketing Infromation): fuekZrkvksa dh rqyuk esa Fkksd foØsrk miHkksDrkvksa ,oa xzkgdksa dsvf/kd utnhd gksrs gSaA ifj.kkeLo:i] os cktkj dh izfrfØ;kvksa ls iwjh rjg ifjfpr gksrs gSaA vkSj miHkksDrkvksadh ek¡x] :fp] QS'ku vkfn ds ckjs esa mRikndksa dks ewY;oku lwpuk,¡ miyC/k djus dk dk;Z djrs gSaA FkksdfoØsrkvksa dk ;g dk;Z foi.ku vuqlU/kku t:jrksa esa deh ykrk gSA

zxzkgdksa ds fy, fd;s tkus okys dk;Z

(Functions to be Performed for Customers)

Fkksd foØsrk vius xzkgdksa vFkkZr QqVdj O;kikfj;ksa ,oa vkS|ksfxd o okf.kfT;d iz;ksDrkvksa ds fuEufyf[kr dk;Z lEiUudjrs gSa%&

1- vko';drkvksa dh tkudkjh djuk (Anticipating Needs): oLrqr% Fkksd foØsrk vius xzkgdksa ds Ø; ,tsUVgksrs gSa vkSj mudh ek¡x iwokZuqeku yxkdj vko';d oLrq,¡ fofHkUu fuekZrkvksa ls Ø; djrs gSaA

2- oLrqvksa dk iqulZewghdj.k (Regrouping of Goods): Fkksd foØsrk igys rks Hkkjh ek=kk esa fofo/k eky [kjhnysrs gSaA rRi'pkr~ xzkgdksa dh t:jr ds vuqlkj okafNr lewgksa esa lewfgr djrs gSa] rkfd U;wure lEHko ykxr ijforj.k fd;k tk ldsA

3- LVkWd j[kuk (Carrying Stocks): Fkksd forjd vius ;gk¡ Hkkjh LVkWd j[krs gSa vkSj xzkgdksa dks mudhvko';drk ds vuqlkj eky miyC/k djkrs gSa ftlls xzkgdksa dks vuko';d LVkWd ugha j[kus iM+rsA

4- lk[k iznku djuk (Providing Credit): O;ogkj esa ;g ik;k x;k gS fd QqVdj O;kikfj;ksa dh fucZy vkfFkZdfLFkfr us Fkksd foØsrkvksa ds foLrkj esa lg;ksx fd;k gSA NksVs QqVdj O;kikjh ,oa vkfFkZd nf"V ls detksj QqVdjO;kikjh vFkok okf.kfT;d laLFkk;sa Fkksd O;kikfj;ksa ls gh eky [kjhnuk ilUn djrh gSa] D;ksafd os mUgsa lk[k ijeky miyC/k dj nsrs gSaA blds vfrfjDr xzkgdksa ds fy, fuekZrkvksa ls lEidZ LFkkfir djuk Hkh dkQh [kphZykvkSj vlqfo/kkizn gksrk gSA

foi.ku ds fl)kUr226

5- eky dh lqiqnZxh djuk (Delivering Goods): Fkksd foØsrkvksa dh vkfFkZd fLFkfr lqn<+ gksrh gS vkSj os;krk;kr ds lk/ku] tSls Vªdsa] ykfj;k¡ vkfn Hkh vius ;gk¡ j[krs gSa rkfd eky dh lqiqnZxh de ykxr ij vfr'kh?kzdh tk ldsA

6- Ø;.k (Buying): vusd Fkksd foØsrk QqVdj O;kikfj;ksa] vkS|ksfxd iz;ksDrkvksa] rFkk okf.kfT;d laLFkkvksa lsvkns'k izkIr djus ds fy, vusd foØ;drkZ fu;qDr djrs gSaA bu foØ;drkZvksa dh lsokvksa dks orZeku esa FkksdfoØsrkvksa ds xzkgdksa us dkQh ilUn fd;k gS] D;ksafd xzkgdksa dks Ø; ugha djuk iM+rkA muds dkmUVj ij ghFkksd O;kikfj;ksa ds foØsrk igq¡p tkrs gSaA vkSj eky ilUn djokdj vkns'k izkIr dj ysrs gSaA Fkksd foØsrkvksa dk;g dk;Z xzkgdksa ds Ø;.k dk;Z dks lqfo/kktud cuk nsrk gS vkSj mUgsa iwfrZ&lzksrksa dh [kkst ugha djuh iM+rhA

7- lwpuk,¡ ,oa ijke'kZ lsok;sa nsuk (Providing Information and Advisory Services): Fkksd foØsrk ,oamuds foØ;drkZ ftu oLrqvksa dks csprs gSa] muds ckjs esa ukuk izdkj dh lwpuk,¡ rFkk ijke'kZ nsus esa leFkZ gksrsgSa D;ksafd mudk vuqHko ,oa fof'k"V Kku 'kuS% 'kuS% dkQh c<+ tkrk gSa ;gh dkj.k gS fd oLrqvksa dh dher] fdLe]fuekZ.k fMtk;u] iSdsftax] laLFkkiu] fcØh vkfn ds ckjs esa vius xzkgdksa dks okafNr lwpuk,¡] ijke'kZ rFkk lsok,¡miyC/k djrs gSa vkSj laj{k.k izkIr djrs gSaA

Fkksd O;kikfj;ksa ds mUewyu dk iz'u(Question of Wholesalers Elimination)

fiNys dqN o"kks± esa ;g cjkcj dgk tkrk jgk gS fd Þe/;LFk ijkJ;h gSa] lekt dk 'kks"k.k djrs gSa blfy, mUgsa ;Fkk'kh?kzlekIr djuk lekt ds fy, fgrdkjh gSAÞ7 jkW;y deh'ku us Hkh Hkkjrh; Ñf"k dh lkspuh; n'kk dks ns[kdj ;g fu"d"kZfudkyk Fkk fd Þe/;LFk ,d izdkj dh tksad gS tks mRiknd ,oa miHkksDrk dk [kwu pwl&pwl dj fnu&o&fnu eksVh gksrhtk jgh gSAÞ8 gky gh esa Hkkjr ljdkj ds dEiuh dkuwu foHkkx }kjk fd;s x;s v/;;u us Hkh bl ckr dks iq"V fd;k gSfd ,dkf/kdkj fcØh ,tsUlh* (Sole selling agency) ds v/khu e/;LFkksa us lwrh oL=k] lhesUV] lkcqu] 'kDdj] ouLifr vkfnegÙoiw.kZ m|ksxksa esa viuh lsokvksa dh rqyuk esa deh'ku vf/kd ysdj ewY; of) dks c<+kok fn;k gSA blfy, budhlkekftd mi;ksfxrk ugha ds cjkcj gSA enzkl cSafdax tk¡p desVh us Hkh e/;LFkksa ds LFkku ds lEcU/k esa fy[kk gS fde/;LFk vf/kd gSa vkSj mudk dqN Hkh egÙo ugha gSA ;|fi e/;LFkksa }kjk fy;k tkus okyk deh'ku vuqfpr ugha] ij mudkdk;Z lUrks"kizn gSA budh la[;k de dh tk ldrh gS vksj budh dk;Z&iz.kkyh dks vf/kd ykHkizn cuk;k tkldrk gSA

mUewyu D;ksa

(Elimination, Why?)

Fkksd e/;LFkksa ds mUewyu ds i{k esa fuEufyf[kr rdZ fn;s tkrs gSa%&

1- dher of)% Fkksd e/;LFkksa ds dkj.k oLrqvksa dh dhersa c<+ tkrh gSA Fkksd foØsrkvksa ds ykHk dk ekftZu ;|fide gksrk gS] fQj Hkh oLrqvksa dh dherksa esa of) rks djrk gh gSA blds vfrfjDr Fkksd e/;LFk vius }kjk nhtkus okyh fofHkUu foi.ku lsok,¡ Hkh ewY;&of) dk dkj.k curh gSA vuqeku yxk;k tkrk gS fd Fkksd e/;LFkksadh fo|ekurk oLrqvks dh dherksa esa 25% ls 40% rd dh of) djrh gSA dherksa esa gqbZ ;g of) lkekftdthou&Lrj esa fxjkoV ykrh gSA

2- lqiqnZxh esa foyEc% e/;LFkksa dh Ja[kyk vuko';d :i ls dkQh yEch gSaA ifj.kkeLo:i] oLrqvksa dks miHkksDrkvksads gkFkksa rd igq¡pus esa dkQh le; yxrk gSA

7 "Middlemen and agents are nothing but social parasites and the sooner they are eliminated the better for society."

8 "Middlemen are parasites growing at the cost of producers and consumers.

— The Royal Commission on Agriculture.

227Fkksd forj.k

3- vuqfpr O;ogkj% Fkksd e/;LFkksa dh vkfFkZd fLFkfr dkQh lqn<+ gksrh gSA ;s oLrqvksa ds dkQh cM+s LVkWd j[krs gSavkSj eky dh Ñf=ke deh iSnk djds dherksa esa of) ykus dk iz;kl djrs gSaA equkQk[kksjh] dkykcktkjh] feykoVvkfn nwf"kr O;ogkjksa dks tUe nsus okys O;olkf;;ksa esa Fkksd foØsrkvksa dks izeq[k ekuk x;k gSA

4- izpkj&izlkj dk xyr iz;ksx% Fkksd foØsrk mu oLrqvksa ds izpkj&izlkj ij dkQh cM+h /kujkf'k O;; djrs gSa ftuij mUgsa vR;f/kd ykHk feyus dh lEHkkouk gksrh gSaA izpkj&izlkj djrs le; os ;g ugha ns[krs fd lekt dspfj=k ij D;k vlj gksxk\ D;k os oLrq,a lekt dk vfgr rks ugha djsaxhA

ifj.kkeLo:i] QS'ku ,oa 'kSyh ds lrr~ ifjorZu us jk"Vªh; lalk/kuksa ds nq:i;ksx dks c<+kok fn;k gSA bldsvfrfjDr 'kjkc] flxjsV tSlh oLrqvksa dk izpyu c<+k gSA

5- yksdfiz; oLrqvksa ds izpyu dks c<+kok% Fkksd e/;LFk izk;% mu oLrqvksa dh fcØh dks c<+kus esa yxs gq, gSa ftudsizfr czkaM fu"Bk cktkj esa igys ls gh fo|eku gSa mUgksaus uohu mRiknksa ds izpyu es vf/kd lg;ksx ugha fn;k gSaifj.kker% dsoy dqN mRiknksa dh oLrqvksa dks ,dkf/kdkj LFkkfir djus esa lQyrk feyrh gSA LFkkuh; mRikndksads mRiknksa ds izfr budh mnklhurk us jk"Vªh; vFkZO;oLFkk esa vlUrqyu iSnk fd;k gSA

6- uohu laLFkkvksa dk fodkl% forj.k ds {ks=k esa vusd uohu laLFkk;sa fodflr gks x;h gSa vkSj Fkksd e/;LFkksa dhvko';drk dks ux.;&lk izekf.kr djus yxh gSaA vkt mRiknd miHkksDrkvksa ds utnhd igq¡pus ds fy, Lo;adh nqdkusa LFkkfir djus yxs gSaA miHkksDrk Lo;a laxfBr gksdj miHkksDrk lgdkjh Hk.Mkj LFkkfir djus yxs gSaAMkd }kjk O;kikj dh lqfo/kk;as c<+ x;h gSaA lqij cktkjksa dh LFkkiuk dh vksj ljdkjsa /;ku nsus yxh gSaA e/;LFkds fo:) mRiUu fd;s x;s okrkoj.k us bu laLFkkvksa ds fodkl&foLrkj dks dkQh lqxe cuk fn;k gSA mRiknd,oa miHkksDrkvksa ds chp dh nwjh dkQh de gks x;h gSA blfy,] Fkksd e/;LFkksa dks lekIr dj fn;k tk;s rkstu&thou dh miHkksx&fLFkfr ij foijhr vlj ugha iM+sxkA

7- foi.ku dk;ksZ dk fNu tkuk% Fkksd foØsrk chl o"kZ iwoZ rd vf/kd mi;ksxh Fks D;ksafd foi.ku dk;ksZ dkvf/kdka'k Hkkx ;s lEiUu fd;k djrs FksA fdUrq cnyrh gqbZ ifjfLFkfr;ksa ,oa dkuwuksa us Fkksd foØsrkvksa ls foi.kudk;ksZ ds cgqr cM+s Hkkx dks ys fy;k gSA mnkgj.k ds fy,] iSdsftax dk dk;Z fuekZrk Lo;a djus yxs gSa vkSj Lor%gh Js.kh;u dk;Z lekIr gks x;k gSA cSadksa ,oa vU; foÙkh; laLFkkuksa us foÙk izcU/ku ds {ks=k esa tks lqfo/kk;sa nh gSa]muls Fkksd foØsrkvksa ds foÙk izcU/ku dk dk;Z vi;kZIr ,oa vegRoiw.kZ fl) gksus yxk gSA Fkksd foØsrkvksa }kjknh tkus okyh ;krk;kr lqfo/kk,¡ Hkh vc egÙoiw.kZ ugha jgh gSa D;ksafd tu&;krk;kr lk/ku dkQh c<+ x;s gSaAjk"Vªh; foKkiuksa us buds foKkiu dk;ksZ dks de mi;ksxh cuk fn;k gSA

mUewyu D;ksa ugha

(Elimination, Why not?)

;g lgh gS fd e/;LFkksa ds dkj.k oLrqvksa dh dherksa esa dqN of) gks tkrh gS ftldk Hkkj miHkksDrkvksa ij iM+rk gSA fdUrqmudh vuqifLFkfr ds dkj.k c<+us okyh vlqfo/kkvksa dk ;fn ge vuqeku djsa rks 'kk;n dherksa es gksus okyh fdafpr of)gesa ugha v[kjsxhA Fkksd e/;LFkksa dh mi;ksfxrk dk vuqeku ,ao vglkl gesa dqN o"kksaZ iwoZ Hkyh izdkj gks pqdk gS tcfdljdkj us vukt ds Fkksd O;olk; dks vius gkFk esa fy;k FkkA ifj.kkeLo:i] dhersa fdruh c<+h Fkha ;g loZfofnr gSAFkksd e/;LFkksa ds mUewyu ls fuekZrkvksa] QqVdj O;kikfj;ksa rFkk miHkksDrkvksa dks tks dfBukbZ;k¡ mBkuh iM+sxh mudk lgtgh esa vuqeku ug° yxk;k tk ldrkA

jksosyM~V LdkWV] ,oa okjlk us viuh iqLrd esa e/;LFkksa ds vHkko esa fd;s tkus okys fofue;ksa dk ,d uD'kk [khapk gS] tks;g crykus esa leFkZ gSa fd e/;LFkksa ds u gksus ij gesa fdruh vlqfo/kk gksxh vkSj foi.ku ykxr c<+ tk;sxhA9 mUgksus fuEurhu mnkjgj.k fn;s gSa%&

1- fcuk e/;LFkksa ls fofue; dh fLFkfr% eku yhft, ik¡p O;fDr gSa tks fHkUu&fHkUu oLrq,¡ cukrs gSa vkSj viuhvko';drkvksa dh iwfrZ gsrq ijLij fofue; djrs gSA ,slh fLFkfr esa ik¡pksa O;fDr;ksa dks viuh vko';drkvksa dh

9 Rewoldt, Scott and Warshaw "Introduction to Marketing Management, Text and Cases", 1977. pp. 348-351.

foi.ku ds fl)kUr228

iwfrZ gsrq 10 ckj lEiZd djuk iMs+xkA bu lEidksZa esa fdruk le;] /ku rFkk 'kfDr O;; gkxh vkSj vlqfo/kk gksxh]mldh dYiuk djsa rks e/;LFkksa dh mi;ksfxrk Li"V gks tk;sxhA fcuk e/;LFkksa ds fofue; dh fLFkfr dks fp=k12-1 esa ls iznf'kZr fd;k tk ldrk gSA

3- Fkksd e/;LFk dh Hkwfedk% ;fn ge ;g eku ysa fd ik¡p mRiknd gSa vksj ,d Fkksd foØsrk gS rFkk ik¡p QqVdjfoØsrk gS rks forj.k gsrq dsoy 10 lEidZ LFkkfir djus gksaxsA blds foijhr ;fn Fkksd foØsrk u gks rks QqVdjO;kikfj;ksa dks ik¡pksa fuekZrkvksa ls lEidZ djus gsrq 25 ckj vlqfo/kk gksxh bl fLFkfr dks fp=k 12-3 ls le>k;ktk ldrk gSA

mi;qZDr mnkgj.k dkQh ljy gSA blds foijhr fo'o O;olk; dh forj.k O;oLFkk vR;f/kd tfVy gSA yk[kksa mRikndgSa vkSj vjcksa miHkksDrkA muds chp dh nwjh dks lekIr djus esa e/;LFkksa us tks Hkwfedk fuHkkbZ gS rFkk fuHkk jgs gSa] mldksns[krs gq, mudk mUewyu u rks lEHko gS vkSj u okafNr ghA dsoy dqN uohu laLFkkvksa ds tUe ys ysus ls gh Fkksd forjdvuqi;ksxh ugha gks tkrsA ;fn fu"i{krk ds lkFk fopkj fd;k tk;s rks irk pyrk gS fd Mkd }kjk O;kikj vHkh O;kid:i xzg.k ugha dj ldk gS vkSj dsoy izekfir oLrqvksa ds fy, gh mi;qDr gSa ;g lk[k lqfo/kk Hkh ugha nsrk gSaA blh izdkj]fdrus mRiknd Ja[kykc) nqdkuksa ds tfj;s miHkksDrkvksa rd igq¡ps gSaA xk¡oksa rd rks ,d Hkh ugha igq¡pkA fdrus lqij cktkjns'k esa LFkkfir gq, gSa vkSj fdrus miHkksDrk Hk.Mkj dk;Z dj jgs gSa\ budksa /;ku esa j[kdj fopkj djsa rks Fkksd foØsrkvksadk dksbZ fodYi fn[kkbZ ugha nsrkA

A

B

C

E D

oL=k

lCth ,oa vukt crZu

QuhZpj

twrs

fp=k 12-1

A

B

C

D

fp=k 12-2

e/;LFk

E

2- e/;LFkksa dh lgk;rk ls fofue;% mi;qZDr mnkgj.k esa ;fn ,d O;kikfjd e/;LFk gks rks lEidksZa dh la[;k ?kVdj 5 jg tkrh gS vkSj vlqfo/kk ,oa ykxr Hkh vkuqikfrd :i ls de gks tkrh gSA bl fLFkfr dks fp=k 12-2ls le>k tk ldrk gSA

229Fkksd forj.k

Retailer Retailer Retailer Retailer Retailer

M M M M M

WHOLESALER

fp=k 12-3

;fn Fkksd foØsrk Hkkjh LVkWd j[krs gSa vkSj Ñf=ke deh iSnk djrs gSa rks blls jktdh; fu;U=k.k dh f'kfFkyrk ,oa jk"Vªh;pfj=k dh fxjkoV dk cks/k gksrk gS u fd e/;LFkksa dh vuqi;ksfxrk dkA jktuhfrKksa dks pkfg, fd os viuh iz'kklfuddetksfj;ksa dks fNikus ds fy, e/;LFk ds mUewyu dh vkM+ u ysaA orZeku ljdkj us ftu uhfr;ksa dks viuk;k gS rFkk tksLVkWd lhek;sa fuf'pr dh gSa muls Fkksd o QqVdj dherksa esa deh gqbZ gSA oLrqr% vko';drk Js"B uhfr;ksa ,oa dk;ZØeksadh gS u fd e/;LFkksa ds mUewyu dhA ;fn dksbZ jk"Vªh; ljdkj Fkksd e/;LFkksa dk mUewyu djuk Hkh pkgs rks fdlh vU;oSdfYid e/;LFk laLFkk dks tUe nsdj gh ,slk dj ldsxhA

fu"d"kZ :i esa] ge Ñf"k deh'ku dh fjiksVZ dk mYys[k djuk pkgsaxs tks ,d foosdiw.kZ dne dh vksj ladsr djrh gSAfjiksVZ e/;LFkksa dh vko';drk ,oa mikns;rk nksuksa dks Lohdkjrh gSA fjiksVZ ds vuqlkj ÞorZeku Ø;&foØ; O;oLFkk dhmUufr dks ns[krs gq, fdlh Hkh bdkbZ dks u"V djus dh t:jr ugha gSaA vfirq gesa leLr bdkb;ksa dks lokZf/kd ykHkizndk;ksZ esa yxkuk gSA vr,o] gekjh jk; esa e/;LFkksa dks lekIr ugha fd;k tkuk pkfg,A vk/kqfud O;olk; esa] e/;LFkfofo/k lsok;sa nsrs gSa vkSj Hkkjr vFkok fdlh vU; ns'k esa Hkh bUgsa tM+ ls fuewZy djuk lEHko ugha gSaA e/;LFkksa ds lg;ksxkHkkoesa mRiknksa dk ,d=khdj.k] Js.kh;u] ek¡x&iwfrZ esa lEcU/k LFkkiuk vkfn dk;ksZa dks djuk dfBu vkSj vlEHko gSA Hkkjr tSlsjk"Vª esa tgk¡ O;olkf;;ksa ds vkfFkZd lzksr lhfer gSa] mRiknd y?kq Lrjh; mRiknu djrs gSa vkSj ;krk;kr ds lk/kuvf/kd c<+s&p<+s ugha gS] ogk¡ dfBukb;k¡ vR;f/kd gSaAÞ blfy, Fkksd e/;LFkksa dh lekfIr ds LFkku ij bldh lajpuk dkscnyk tkuk pkfg,A budh uhfr;ksa ,oa dk;ZØeksa ds fuekZ.k o fØ;kUo;u dks fu;fU=kr fd;k tkuk pkfg, rkfd forj.kO;oLFkk esa os ,d egÙoiw.kZ ykHkksi;ksxh dM+h izekf.kr gks ldsaA

Fkksd forj.k esa izofÙk;k¡(Trends in Wholeselling)

,Mfou ,p- fyfol us vius fucU/k1 esa Fkksd O;kikjh dh izofÙk;ksa dk mYys[k djrs gq, cryk;k gS fd Fkksd O;kikjhnqfu;k;h ifjorZuksa ds lkFk vius dks cnyrk tk jgk gS vkSj yEcor~ ,dhdj.k ds tfj;s fuekZ.k ,oa QqVdj laLFkkvksa dhvko';drkvksa dks iwjk djus dk iz;kl dj jgk gSA oLrqvksa vkSj fof'k"V cktkjksa ds lUnHkZ esa Fkksd O;kikj fof'k"Vhdj.kgkfly djrk tk jgk gSA tks ifjorZu Fkksd forj.k esa vk;s gSa vkSj vk jgs gSa os mldh dk;Zdq'kyrk dks c<+k jgs gSaa rFkkmlds }kjk nh tkus okyh lsokvksa dks leqUur cuk jgs gSaA

foi.ku ds fl)kUr230

ftu izofÙk;ksa dk mYys[k fyfol us fd;k gS os ;|fi vesfjdu cktkjksa ls lEcU/k j[krh gSa fQj Hkh vU; jk"Vªksa esa fodflrgks jgh izofÙk;ksa dk izfrfuf/kRo djrh gSaA Fkksd O;kikj dh izofÙk;ksa ds ckjs esa fyfol ds fopkj fu"d"kZ :i esa blizdkj gSa%&

1- f}rh; fo'o&;q) ds ckn dh vof/k us bl ckr dks iznf'kZr fd;k gS fd Fkksd O;kikj vHkh rd ,d egÙoiw.kZfoi.ku fØ;k gS vkSj LorU=k Fkksd O;kikjh forj.k Ja[kykvksa dk ,d vfuok;Z fgLlk gSA

2- Fkksd O;kikfj;ksa dh fcØh dkQh c<+h gS vkSj mUgksaus fuekZrkvksa dh fcØh 'kk[kkvksa dh Hkk¡fr viuh Hkh fcØh 'kk[kk,¡O;kid iSekus ij [kksyh gSaA fdUrq] vusd {ks=kksa esa fuekZrkvksa us Fkksd foØsrkvksa dks ihNs j[k fn;k gSA

3- miHkksDrkvksa oLrqvksa ds forj.k eas fo'ks"kdj Fkksd O;kikj us viuh fLFkfr dks dkQh lqn<+ fd;k gSA LoSfPNd lewglgdkfj;k¡ (Voluntary group Cooperative) ,ao QqVdj lgdkfj;k¡ (Retailer Cooperative) ?kjsyw miHkksX;oLrqvksa ds Fkksd forj.k esa egRoiw.kZ fgLlk ys jgh gSaA

4- f}rh; fo'o;q) ds ckn dh vof/k esa vR;f/kd epsZUV Fkksd foØsrkvksa dh la[;k c<+h gSA dqN Fkksd foØsrk rksfcYdqy uohu izdkj ds gSaA budh la[;k miHkksDrk oLrqvksa ¼dsoy nokb;k¡] QuhZpj vkfn½ dh vis{kk vkS|ksfxdoLrqvksa esa c<+h gSA bySDVªksfud iqtZs ,oa midj.k ds Fkksd foØsrk ,sls Fkksd forjdksa dk ,d mnkgj.k gSaA

5- Lisf'k;YVh Fkksd foØsrk mPpLrjh; {kerk j[krs gSaA vkSj lhfer cktkjksa esa fuekZrkvksa }kjk okafNr gj lsoknsrs gSaA

6- Fkksd O;kikj vHkh rd Hkh cM+s 'kgjksa eas gh dsfUnzr gSaA

7- ,tsUV e/;LFkksa dk fodkl Hkh rsth ls gqvk gSA fdUrq ^fuekZrkvksa ds ,tsUVksa* dh la[;k lokZf/kd gqbZ gSA

8- Ñf"k oLrqvksa ds ,d=kdhdj.k dk dk;Z djus okys Fkksd forjdksa dh la[;k esa f}rh; fo'o;q) ds ckn dkQh dehgqbZ gSA

9- Fkksd O;kikjh ykxr ,oa fu;U=k.k ds izfr vR;f/kd tkx:d gks x;s gSaA dqN cM+s O;kikjh dEI;wVj lsok,¡ HkhlaLFkkfir dj pqds gSaA dEI;wVj ds dkj.k fuekZrkvksa ls Fkksd O;kikfj;ksa rFkk Fkksd O;kikfj;ksa ls QqVdj O;kikfj;ksard vkWVksesfVd f'kiesUV lEHko gks x;k gSA uo mRiknksa rFkk iquZvkns'k (Re-order) ds lEcU/k esa ;s lsok;sa cM+hykHkizn izekf.kr gks jgh gSaA

10- Fkksd O;kikfj;ksa us izf'kf{kr foØ;drkZvksa dh fu;qfDr ds tfj;s viuh foØ;.k lsokvksa dks dkQh dk;Zdq'ky ,oaleqUur cuk;k gSA mnkgj.k ds fy, nokvksa ds dqN Fkksd foØsrkvksa us rks VsyhQksu fcØh fØ;k,¡ Hkh izkjEHk dh gSaA

11- dqN vxz.kh Fkksd foØsrkvksa us ^foi.ku fopkj* dksÎ ân; ls Lohdkj dj fy;k gSA

12- fuekZrkvksa us p;ukRed forj.k uhfr;ksa dks vR;f/kd :i ls viuk;k gSA

13- dqN cM+s Fkksd forjd Lo;a fuekZ.k dk;Z djus yxs gSa vkSj dqN forjd Lo;a dh czkaM ds iz;ksx ij vf/kd cynsus yxs gSaA

10 E. H. Lewis "Trends in Wholeselling", in "Managerial Marketing: Perspectives and Viewpoints" edited by Kelley and Lazer, 1972,

pp., 516-521.

231QqVdj forj.k

v/;k;&13

QqVdj forj.k(Retail Distribution)

QqVdj O;kikjh ls vk'k;(Meaning of Retailer)

QqVdj O;kikjh ds vFkZ ds lEcU/k esa vusd HkzkfUr;k¡ izpfyr gSaA izk;% QqVdj O;kikjh ls vk'k; mlds forj.kdrkZ lsysrs gS tks vYi ek=kk esa oLrqvksa dh [kjhn&csp dk dk;Z djrk gS ;g vFkZ Hkzked gS D;ksafd foHkkxh; Hk.Mkj tSlh QqVdjforj.k laLFkk;sa cgqr cM+h ek=kk esa eky [kjhnrh gSa vkSj xzkgdksa dks fofo/k izdkj dk eky miyC/k djkrh gSaA blh izdkj]dqN yksx QqVdj O;kikjh ls vk'k; ,slh laLFkk ls ysrs gSa tks Fkksd O;kikjh ls eky [kjhn dj miHkksDrkvksa dks csprh gSA;g vFkZ Hkh Hkzked gS D;ksafd foHkkxh; Hk.Mkj ,oa lqij cktkj tSlh QqVdj forj.k laLFkk;sa lh/ks fuekZrkvksa ls eky dkØ; djrh gSaA dqN yksxksa dk ekuuk gS fd QqVdj O;kikjh os O;kikjh gS tks ijEijkxr rjhdksa ls O;kikj djrs gSa vkSjmiHkksDrkvks dks eky csprs gSaA bl Hkzkfr ds lEcU/k esa ;g tkuuk t:jh gS fd vf/kdak'k QqVdj laLFkkvksa us vius foi.kuds rkSj&rjhdksa esa vk/kqfudrk iSnk dh gSA Hkkjrh; xzkeh.k {ks=kksa ds O;kikjh vo'; gh viokn ekus tk ldrs gSA dqN yksxQqVdj O;kikjh ls vk'k; ,sls vfUre e/;LFk ls ysrs gSa tks vfUre miHkksDrkvksa dks eky dk foØ; djrk gSaA ;g vFkZHkh Hkzked gS D;ksafd vkt fuekZrk] Ja[kykc) nqdkuksa ,oa viuh 'kk[kkvksa ds tfj;s vfUre miHkksDrk rd igq¡pus yxs gSaAforj.k dk ;g izk:i dqN QqVdj O;kikfj;ksa dks vfUre e/;LFkksa ds nk;js ls ckgj dj nsrk gSA vr,o] bu HkzkfUr;ksa lsnwj jgrs gq, QqVdj O;kikjh ds vFkZ dks le>uk vR;ko';d gSA

ÞQqVdj O;kikjhÞ ls vk'k; ml forj.kdrkZ ls fy;k tk ldrk gS tks fd izeq[kr% vfUre miHkkDrkvks dks muds futhmiHkksx ds fy, oLrq,¡ rFkk lsok;sa csprk gSA LVhQsUlu fy[krs gSa fd ÞQqVdj O;kikjh vFkok O;kikj og O;kolkf;d dk;ZgS tks eq[;r% vfUre miHkksDrvksa dks vO;kolkf;d mi;ksx gsrq eky ds foØ; djus ls lEcU/k j[krk gSAÞ DykdZ ,oa DykdZus Hkh QqVdj O;kikj dks ifjHkkf"kr djrs gq, fy[kk gS fd ÞQqVdj O;kikj esa vfUre miHkksDrkvksa dks fd;s tkus okys lHkhizdkj ds foØ; lfEefyr gksrs gSaA ;g miHkksDrkvksa dks eky dk foØ; djrk gSA LVsUVu Hkh fy[krs gSa fd ÞQqVdj O;kikjmu leLr fØ;kvksa dks lfEefyr djrk gS tks fd oS;fDrd o xSj&O;kolkf;d iz;ksx ds fy, oLrq,¡ rFkk lsok;sa vfUremiHkksDrk dks cspus ls izR;{kr% lEcfU/kr gSAÞ LVsUVu dh ifjHkk"kk ds vuqlkj ÞQqVdj O;kikjh og QqVdj O;kikjh gS tksfd vfUre miHkksDrkvksa dks oS;fDrd ,oa vO;kolkf;d iz;ksx gsrq eky dk foØ; djrk gSAÞ

mi;qZDr foospu ls Li"V gS fd QqVdj O;kikj ls vk'k; mu leLr fØ;kvksa ls gS tks fd vfUre miHkksDrkvksa dks izR;{kr%cspus ls lEcU/k j[krh gS vkSj Þog O;kikjh QqVdj O;kikjh dgykrk gS tks fd vfUre miHkksDrkvksa dks eky dk foØ;muds futh ,oa xSj O;kolkf;d miHkksx ds fy, djrk gSAÞ

fo'ks"krk,¡(Characteristics)

QqVdj forj.k O;oLFkk dh izeq[k fo'ks"krk,¡ fuEufyf[kr gSa%

1- QqVdj O;kikj ds izkFkfed xzkgd vfUre&miHkksDrk gksrs gSaA esdkFkhZ rks Li"Vr% fy[krs gSa fd QqVdj O;kikj urks vkS|ksfxd oLrqvksa ds foØ; ls lEcU/k j[krk gS vkSj u gh QqVdj ;k Fkksd foØsrkvksa dks miHkksDrk eky ds

foi.ku ds fl)kUr232

cspus ls lEcU/k j[krk gSA bldk lEcU/k vfUre xzkgdksa dks miHkksDrk eky cspus ls gSA1

2- QqVdj O;kikj ds xzkgd futh ,oa vO;kolkf;d miHkksx gsrq eky Ø; djrs gSA

3- QqVdj O;kikjh vfUre xzkgdksa ds Ø; ,tsUV ds :i esa dk;Z djrs gSa u fd fuekZrk ds foØ; ,tsUV ds :i esaA

4- QqVdj O;kikfjd laLFkk;sa fofHkUu izdkj dh oLrqvksa esa O;kikj djrh gSaA

5- QqVdj O;kikfjd laLFkk;sa xksnkeksa ds LFkku ij LVkslZ dh ltkoV ij vf/kd /;ku nsrh gSaA

6- QqVdj O;kikfjd laLFkkuksa ds chp foukf'krk (Moratality) nj O;olk; ,oa m|ksx dh vU; Jsf.k;ksa dh rqyrukeas lokZf/kd Å¡ph jgrh gSA

7- QqVdj O;kikfjd laLFkkvks dh yksds'ku vkcknh ds utnhd gksrh gSA

QqVdj O;kikjh dh lsok;sa(Services of a Retailser)

QqVdj O;kikjh }kjk nh tkus okyh lsokvksa dks fuEu nks Hkkxksa esa foHkDr fd;k tk ldrk gS%&

fuekZrkvksa ,oa Fkksd O;kikfj;ksa ds izfr lsok;as

(Services to Producers and Wholesalers)

1- QqVdj O;kikjh fuekZrkvksa ,oa Fkksd O;kikfj;ksa ds fy, foØ;.k esa fo'ks"kK dh Hkk¡fr dk;Z djrk gS vkSj mudksvYi ek=kk esa ckj&ckj fcØh djus dh ijs'kkuh ls eqDr djrk gSA

2- QqVdj O;kikjh miHkksDrk dh :fp] QS'ku] LoHkko vkfn dk v/;;u djds fuekZrkvksa rd miHkksDrk ek¡x dslEcU/k eas lwpuk,¡ igq¡prkk gSA miHkksDrk dh vko';drkvksa ,oa bPNkvksa ds fu/kkZj.k esa QqVdj O;kikjh miHkksDrkek¡x fo'ys"kd ds :i esa dk;Z djrk gS vkSj okafNr tkudkjh ,oa eky ds nks"kksa ls fuekZrkvksa dks voxrdjrk gSA

3- QqVdj O;kikjh LFkkuh; foKkiuksa] izn'kZuksa (Displays) ,oa oS;fDrd foØ; ds tfj;s fuekZrkvksa ds eky dh fcØhdks c<+kus ,oa czkaM fu"Bk iSnk djus esa lg;ksx djrk gSA uo&fufeZr eky ds foØ; esa Hkh QqVdj O;kikjh vuqielg;ksx nsrs gSaA

4- QqVdj O;kikjh cM+h ek=kk esa [kjhns x;s eky dks mu NksVh bdkb;ksa esa foHkDr djrk gS rkfd miHkksDrk vko';drkds vuqlkj Ø; dj ldsA bl nf"V ls QqVdj O;kikjh fuekZrkvksa ds iSdsftax ,oa Js.kh;u nkf;Roksa dks iwjkdjrk gSA

5- QqVdj O;kikjh vfxze eky dh lqiqnZxh ysdj vFkok vkns'k nsdj fuekZrkvksa ,oa Fkksd O;kikfj;ksa dh tksf[ke esadeh djrk gSA

miHkksDrkvksa ds izfr lsok;sa

(Services to Consumers)

1- QqVdj O;kikjh dk izeq[k dk;Z miHkksDrkvksa ds Ø;.k dks ;FkklEHko lqfo/kkizn ,oa ljy cukuk gSa bl dk;Z dkslEiUu djus gsrq QqVdj O;kikjh ukuk izdkj dh oLrq,¡ ,d gh LFkku ij miyC/k djrk gS vkSj muds Ø; ,tsUVds :i esa dk;Z djrk gSA

2- QqVdj O;kikjh vius ;gk¡ vusd izfrLi/khZ fuekZrkvksa dk eky j[krk gS vkSj fofHkUu jaxkas] fMtk;uksa] fdLeksa] ,oaewY;ksa dh oLrq,¡ miHkksDrkvksa ds lEeq[k izLrqr djrk gSA ifj.kkeLo:i] miHkksDrkvksa dks p;u lqfo/kk izkIrgksrh gSA

1 McCarthy, op. cit., p. 340

233QqVdj forj.k

3- QqVdj O;kikjh miHkksDrkvksa dks gj le; oLrqvksa dh miyfC/k dh lsok iznku djds laxzg.k dh dfBukb;ksa lscpkrk gSA

4- QqVdj O;kikjh miHkksDrkvksa dks lk[k ij eky izkIr djus dh lqfo/kk nsdj foÙkh; izcU/ku esa enn djrk gSA

5- QqVdj O;kikjh xg lqiqnZxh] ejEer] fu%'kqYd ijke'kZ] oLrq okilh] xkjUVh vkfn lsok,¡&lqfo/kk,¡ Hkh iznkudjrk gSA

6- QqVdj O;kikjh xzkgdksa dh ek¡x lEcU/kh lwpuk,¡ miyC/k djkrk gS] ftlls Ø;&fu.kZ;ksa ls mudks lgk;rkfeyrh gSA

7- QqVdj O;kikjh xkfM+;k¡ [kM+h djus] oL=k cnyus] VsyhQksu djus vkfn dh lqfo/kk;sa Hkh iznku djrk gSA

ogr~ Lrjh; QqVdj O;kikj dh izofÙk;k¡(Large Scale Retail Trends)

Hkkjrh; QqVdj O;kikj Hkh nh?kZLrjh; izofÙk dk viukus yxk gSA vusd 'kgjksa esa foHkkxh; Hk.Mkj rFkk Ja[kykc) nqdkusaLFkkfir gks pqdh gSaA Mkd }kjk O;kikj] miHkksDrk lgdkjh Hk.Mkj] fdjk;k&Ø; iz.kkfy;k¡ rFkk fdLr Hkqxrku i)fr;k¡Hkh rsth ls izpfyr gqbZ gSaaA cM+s&cM+s 'kgjksa esa lqij cktkj Hkh LFkkfir fd;s tkus yxs gSaA fdUrq ns'k ds fo'kky {ks=kQyrFkk tu&lewg dks ns[krs gq, nh?kZ&Lrjh; QqVdj O;kikj dk fodkl ok¡fNr Lrjksa rd ugha igq¡p ldk gSA mnkgj.k dsfy, cEcbZ] dydÙkk dkuiqj ,oa enzkl tSls 'kgjksa dks NksM+dj vU; 'kgjksa esa foHkkxh; Hk.Mkj LFkkfir ugha gks lds gSaAJa[kykc) nqdkusa rFkk fuekZrkvksa dh 'kk[kk;sa Hkh O;kid Lrjksa ij ugha [kqy ldh gSaA ckVk 'kw dEiuh] Å"kk flykbZ e'khu]eQryky] Mh- lh- ,e] ckEcs Mkbax vkfn laLFkkvksa us bl {ks=k esa vxz.kh dk;Z fd;k gSA lqij cktkj rFkk miHkksDrk lgdkjhHk.Mkj mYys[kuh; izxfr ugha dj lds gSaA

oLrqr% Hkkjr esa foØsrk cktkjksa dh izeq[krk cuh gqbZ gSA ;ksX; izcU/kdksa] iw¡th dh deh] fuEu f'k{kk Lrjksa] fuEu vk;] lk[kvko';drk] dher psruk vkfn ?kVdksa us nh?kZLrjh; QqVdj foi.ku ds fodkl dh jkg dks jksdk gSA brus ij Hkh lekt]ljdkj ,oa mRikndksa dk /;ku vksj :>ku nh?kZ&Lrjh; QqVdj O;kikj dh vksj c<+k gSA nqfu;k¡ ds lHkh jk"Vªksa easnh?kZ&Lrjh; QqVdj O;kikj ds fodkl dh izofÙk ijfyf{kr gksrh gSA izR;sd ns'k esa gksus okys QqVdj O;kikj dk vkSlru60% O;kikj bu nh?kZ&Lrjh; QqVdj laLFkkvks }kjk fd;k tkus yxk gSA baXyS.M rFkk vesfjdk esa ;g izfr'kr 90 dsvklikl gSA nh?kZ&Lrjh; QqVdj O;kikj ds fodkl ds :i esa fuEu dkj.kksa dks izeq[k ekuk tk ldrk gS%

1- ogr~&Lrjh; mRiknu % izR;sd jk"Vª esa mRiknu dk iSekuk fnuksafnu O;kid gksrk tk jgk gS vkSj fuekZrkvksa rFkkmiHkksDrkvksa ds chp dh nwjh c<+rh tk jgh gSA bl nwjh dks de djus dh vko';drk ,oa pkg us mRikndksa ,oaO;kolkf;;ksa dks nh?kZ&Lrjh; QqVdj O;kikj dh vksj izksRlkfgr fd;k gSA ;gh dkj.k gS fd vusd fuekZrkvksa usLo;a dh Ja[kykc) nqdkusa] dkj[kkuksa ds ckgj QqVdj nqdkusa rFkk viuh QqVdj forj.k 'kk[kk,¡ LFkku&LFkkuij LFkkfir djuk 'kq: dj fn;k gSA

2- mRikn fofo/khdj.k% orZeku esa] izkS|ksfxdh izxfr us u dsoy mRiknu ds iSekus dks gh fo'kky cuk;k gS] vfirqfo|eku laLFkkvksa dh mRikn&iafDr;ksa dks Hkh dkQh O;kid rFkk xgu cuk fn;k gSA vkt ukuk izdkj dh miHkksX;oLrq,¡ miyC/k gksus yxh gSaA xzkgd Hkh uohu oLrqvksa dh ek¡x djus yxs gSaA QyLo:i] QqVdj O;kikfj;ksa ds LVkWddh ek=kk c<+us yxh gS vkSj ogr~ iSekus ds QqVdj forj.k dh izofÙk dk fodkl gksus yxk gSA

3- ;krk;kr ,oa lapkj&lqfo/kkvksa esa vfHkof)% ;krk;kr ,oa lapkj&lsokvksa ds nzqrxkeh gksus ,oa i;kZIr :i esamiyC/k gksus ds dkj.k QqVdj O;kikfj;ksa ds fy, eky eaxkus dk dk;Z dkQh ljy gks x;k gSA orZeku esa]izfrLi/kkZ dk lkeuk djus gsrq mRiknd Lo;a QqVdj laLFkkvksa rd eky igq¡pkus yxs gSa vkSj muds eky dks LVkslZesa LFkku nsus dk vuqjks/k djus yxs gSaA bu lqfo/kkvksa ds dkj.k Hkh nh?kZ&Lrjh; QqVdj foi.ku dk fodkl djusdk volj feyk gSA Mkd }kjk O;kikj ds c<+us dk dkj.k Hkh Mkd lsokvksa esa dkQh of) gksuk gSA

foi.ku ds fl)kUr234

4- vkcknh eas of) r Fkk dsUnzh;dj.k dh izofÙk% 'kgjksa dh tula[;k ds c<+us ds lkFk&lkFk cM+s iSekus dh QqVdjlaLFkkvksa dk fodkl Hkh gksus yxk gSA 'kgjksa esa tula[;k ds dsUnzh;dj.k dh izofÙk us vkokxeu ,oa O;Lr thoudh leL;kvksa dks tUe nsuk 'kq: fd;k gSA ifj.kkeLo:i] lqij cktkj] foHkkxh; Hk.Mkj tSlh nh?kZ&Lrjh;QqVdj laLFkkvksa dh vko';drk c<+us yxh gSA

5- foÙkh; lqfo/kkvksa dh miyfC/k % vk/kqfud le; esa iw¡th cgqr cM+h ,oa tfVy leL;k ugha jgh gSA foÙkh;vko';drkvksa dh iwfrZ gsrq fof'k"V laLFkk,¡ ,oa cSad lg;ksxkFkZ vkxs vk [kM+s gq, gSaA lgdkjh lfefr;ksa ,oamiHkksDrk lgdkjh Hk.Mkjksa dks lgdkjh cSad i;kZIr _.k miyC/k djus yxs gSA lqij cktkjksa dh LFkkiuk dknkf;Ro Lo;a ljdkjsa xzg.k djus yxh gSaA bl izdkj foÙkh; lqof/kkvksa dh vfHkof) us QqVdj O;kikj dks nh?kZLo:i /kkj.k djus dks izksRlkfgr fd;k gSA

6- c<+rs gq, thou&Lrj ,oa f'k{k.k lqfo/kk,¡% orZeku esa] vf/kdka'k ljdkjsa dY;k.kdkjh Hkwfedk dk fuokZgtksjksa&'kksajksa ls djus yxh gSA ifj.kkeLo:i] vf'k{kk] csjkstxkjh] vlUrqfyr fodkl tSlh leL;kvksa dks nwj djusds dk;ZØe pyk;s tkus yxs gSA bu dk;ZØeksa ls orZeku miHkksx Lrjksa rFkk izfr O;fDr vk; esa c<+ksÙkjh djukizkjEHk gks x;k gS ftlls ,d gh LFkku ij ukuk izdkj dh oLrqvksa dh [kjhn dh izofÙk dks c<+kok feyk gS vkSjnh?kZLrjh; QqVdj foi.ku rsth ls c<+k gSA f'kf{kr&izf'kf{kr O;fDr;ksa ds O;olk; esa izos'k us nh?kZ&Lrjh; QqVdjfoi.ku dks c<+kok nsuk 'kq: fd;k gS rkfd os xzkgd lUrqf"V ds lkFk&lkFk Loa; dh egRodka{kkvksa dks vklkuhls iwjk dj ldsaA

7- Fkksd e/;LFkksa dh lekfIr dh uhfr% Fkksd e/;LFkksa ds izfr orZeku esa jk"Vªh; ljdkjksa] fuekZrkvkas ,oa lekt dhc<+rh ?k.kk us nh?kZLrjh; QqVdj foi.ku dks c<+kok fn;k gSA lqij cktkj] miHkksDrk lgdkjh Hk.Mkj] Ja[kykc)nqdkusa rFkk fuekZrk 'kk[kk,¡ Fkksd e/;LFkksa dks izfrLFkkfir djus dk Hkjld iz;kl dj jgh gSA

QqVdj O;kikj lajpuk dks izHkkfor djus okys ?kVd(Factors Influencing the Retail Structure)

QqVdj O;kikj lajpuk lokZf/kd xfr'khy gS vkSj lrr~ cnyrh tk jgh gSA foi.ku izcU/kd ds fy, bu ifjorZuksa ds dkj.kksadh tkudkjh djuk vko';d gS rkfd og foi.ku jhfr&uhfr dks vko';drk ds vuqlkj cny lds] Hkkoh ifjorZuksa dkiwokZuqeku dj lds vkSj mudk leuk djus gsrq Lo;a dks rS;kj dj ldsA QqVdj O;kikj lajpuk] oLrqr% ml dqy i;kZoj.kdk izfrfcEc gksrh gS ftlesa ge jgrs gSaA ;gh dkj.k gS fd QqVdj O;kikj lajpuk dks izHkkfor djus okys ?kVdksa dks gefuEufyf[kr nks Hkkxksa esa foHkDr dj ldrs gSa%

lkekftd ,oa okrkoj.kkRed ?kVd

(Social and Environmental Factors)

tula[;k ?kuRo] mldh xfr'khyrk] thou Lrj ,ao lkekftd izFkk,¡ eq[;r% os lkekftd rFkk okrkoj.kkRed ?kVd gStks ,d yEcs le; ls QqVdj O;kikj lajpuk dks izHkkfor djrs vk jgs gSaA bu ?kVdksa dk laf{kIr foospu bl izdkj gS%

¼v½ tula[;k ?kuRo (Population Density): izk;% ns[kk x;k gS fd tgk¡ tula[;k dk ?kuRo de gksrk gS] ogk¡fofHkUu oLrq,¡ cspus okys QqVdj Hk.Mkj ik;s tkrs gSaA blds foijhr tula[;k ds ?kuRo ds c<+us ds lkFk&lkFkQqVdj Hk.Mkj fof'kf"Vdj.k ls vizHkkfor jgh gSa vkSj fiNys dqN o"kksZ ls flaxy ykbu LVkslZ* dh la[;k dkQhc<+h gSA fdUrq orZeku eas iqu% êYVhiy ykbu LVkslZ* izpfyr gks jgs gSa vkSj bl izofÙk ds fy, ;krk;kr dhHkhM+&HkkM+] okgu ikfdZax lqfo/kkvksa dk vHkko] ou LVkWd 'kkWfiax eaas of) vkfn dks mÙkjnk;h ekuk tk ldrk gSA

¼c½ tula[;k dh xfr'khyrk (Population Mobility): QqVdj O;kikj lajpuk ds ifjorZu dk bfrgkl crykrkgS fd xfr'khyrk de gksus ij QqVdj laLFkk,¡ dsUnzh; O;kolkf;d ftyksa esa iuih gSa rFkk c<+h gSaA Lo;a ds okguksac<+us ij 'kgj ds ckgj QqVdj LVkslZ LFkkfir gksus yxs gSa tcfd igys ;s LVkslZ vkcknh ds chp vFkok MkmuVkmu fLFkfr esa LFkkfir gksrs FksA blh izdkj] ;krk;kr dh lqfo/kk;sa vf/kd u gksus dh fLFkfr esa Mkd }kjk O;kikjxg xk¡oksa ij fuHkZj Fks] tcfd vc 'kgjksa ij fuHkZj gksus yxs gSaA

235QqVdj forj.k

¼l½ thou Lrj (Standard of Living): thou Lrj QqVdj O;kikj lajpuk dks fofHkUu izdkj ls izHkkfor djrk gSftl lekt ds lnL;kas dk Lrj fuEu gksrk gS ml lekt ds lnL;ksa dh xfr'khyrk esa deh gks tkrh gS D;ksafdos lnL; Lo;a dh okgu lqfo/kkvksa dk mi;ksx djus dh fLFkfr esa ugha gksrs gSaaA fuEu thou Lrj okys lekt esaxg midj.kksa dk mi;ksx Hkh de gksrk gSA [kjhn FkksM+h ek=kk esa ckjEckj djuh iM+rh gSA blfy, ogk¡ ds rFkkQqVdj Hk.Mkj vkcknh ds chp rFkk 'kh?kz igq¡p ;ksX; fLFkfr esa LFkkfir gksrs gSaA mPp thou Lrj ds dkj.k vesfjdkesa jsfÝtjsVlZ esa Ýhtj dEikVZesaV~l vf/kd izpfyr gSaA bl fLFkfr esa ogk¡ dh QqVdj O;kikj lajpuk ls }kj&}kj?kwe dj cspus okys foØsrk T;knk gSaA

¼l½ lkekftd izFkk;sa (Social Customs): lkekftd izFkk;sa Hkh QqVdj O;kikj lajpuk dks izHkkfor djrh gSaAmnkgj.k ds fy, xgf.k;ksa }kjk dh tkus okyh [kjhn dh vfHkof)r izofÙk us Ýkal esa foHkkxh; Hk.Mkjksa dks tUefn;k gSA

izfrLi/kkZ

(Competition)

izfrLi/kkZ ;|fi okrkoj.kkRed ?kVdksa esa lfEefyr gksus okyk ?kVd gS] fdUrq QqVdj O;kikj lajpuk ij bldk fof'k"VizHkko iM+rk gS ftls izk;% ugha igpkuk x;k gSA O;ogkj esa] nks izdkj dh izfrLi/kkZ;sa ifjorZu ,tsUVksa dk dk;Z djrh gSaA(i) ,d lh QqVdj laLFkkvksa ds chp dh izfrLi?kkZ rFkk (ii) fofHkUu QqVdj laLFkkvksa ds chp dh izfrLi/kkZA lqij cktkjksarFkk flaxy ykbu bfUMis.Ms.V xzksljh LVkslZ ds chp dh izfrLi/kkZ nwljs izdkj dh izfrLi/kkZ gS vkSj lqij cktkjksa ds chpdh ikjLifjd izfrLi/kkZ igys izdkj dh izfrLi/kkZ gSA oLrqr% izfrLi/kkZ us QqVdj O;kikj laLFkkuksa dks fofHkUu fdLe dkeky j[kus] xzkgdksa dks vfrfjDr lqfo/kk;as nsus] ykHk&ekftZuksa dks de djus rFkk fofHkUu lao)Zu rjhdksa dks viukus ijck/; fd;k gSA QyLo:i] QqVdj O;kikj lajpuk dk Lo:i vkdkj uhfr;k¡ vkfn esa ewyHkwr ifjorZu gks x;s gSaA

QqVdj O;kikj lajpuk(Retail Trade Structure)

fofHkUu jk"Vªksa esa ik;h tkus okyh QqVdj O;kikj lajpuk dk v/;;u djus ij irk pyrk gS fd QqVdj O;kikj nh?kZ ,oay?kq nksuksa Lrjksa ij fd;k tkrk gS vkSj QqVdj O;kikj djus okyh izeq[k laLFkk;sa fuEufyf[kr gSa%&

1- nh?kZ Lrjh; QqVdj foi.ku laLFkk;sa (Large Scale Retail Marketing Institution): buesa foHkkxh;Hk.Mkjksa] Ja[kykc) nqdkuksa] lqij cktkjksa] Mkd&O;kikj xgksa vkfn dks lfEefyr fd;k tk ldrk gSA

2- y?kqLrjh; QqVdj foi.ku laLFkk;sa (Small Scale Retail Marketing Institutions): buesa ,d ewY; okyhnqdkuksa] mfpr ewY; dh nqdkuksa] miHkksDrk Hk.Mkjksa vkfn dks lfEefyr fd;k tk ldrk gSaA

izeq[k laLFkkvks dk laf{kIr fooj.k bl izdkj gS%

¼v½ foHkkxh; Hk.Mkj(Departmental Stores)

foHkkxh; Hk.Mkjksa dks QS'ku izseh Ýkal dh nsu ekuk x;k gSA loZizFke lu~ 1850&52 ds chp isfjsl esa lcls igyk foHkkxh;Hk.Mkj LFkkfir gqvk FkkA rnqijkUr ;ksjksi ds vU; ns'kksa ,oa vesfjdk esa bu Hk.Mkjksa dh LFkkiuk rsth ls dh tkus yxhAÝkal ds cksu ekdZ ,oa ywvj rFkk Hkkjr ds okbV os ,.M ysMyk LVkslZ cEcbZ] ,Eik;j LVkslZ] ubZ fnYyh( vkehZ ,.M usohLVkslZ] enzkl ,oa dekyy;k LVkslZ] dydÙkk fo'o izfl) foHkkxh; Hk.Mkj gSsA nh?kLrjh; QqVdj O;kikj lajpuk esa budkfo'ks"k egRo gS] fdUrq la[;k /khjs&/khjs de gksrh tk jgh gSA

foHkkxh; Hk.Mkj ,d gh Nr ds uhps fofHkUu izdkj dh oLrqvksa dks QqVdj Ø;&foØ; djus okyh laLFkk;sa gSaA ,l- bZ-Fkkel ds 'kCnksa esa] foHkkxh; Hk.Mkj ,d ,slk cM+k QqVdj laLFkku gksrk gS ftlesa ,d gh Hkou esa vusd foHkkx gksrs gSA

foi.ku ds fl)kUr236

rFkk izR;sd foHkkx ,d fo'ks"k izdkj dh oLrq rd gh viuh fØ;kvks dksa lhfer j[krk gS rFkk Lo;a eas ,d iw.kZ bdkbZ gksrkgSA dafMQ ,oa fLVy fy[krs gSa fd Þ,d foHkkxh; Hk.Mkj cM+k QqVdj O;kikj djus okyh laLFkk gS tks fofo/k izdkj dhfof'k"V ,oa foØ;&;ksX; oLrqvksa dks j[krh gS rFkk lao)Zu] lsok ,oa fu;U=k.k ds mís'; ls fofHkUu foHkkxksa esa laxfBr dhtkrh gSAÞ

izk;% foHkkxh; Hk.Mkjksa dh LFkkiuk dEifu;ksa ds :i esa dh tkrh gS vkSj lapkyd e.My foHkkxh; izcU/kdksa dh lgk;rkls O;olk; dk lapkyu djrk gSA foHkkxh; Hk.Mkjksa esa vusd dsUnzh; izcU/kd foHkkx gksrs gSa ftuesa Ø; foHkkx] foØ;foHkkx] deZpkjh foHkkx] ys[kk foHkkx] rduhdh foHkkx] lfpoky; rFkk Hkou fuekZ.k foHkkx izeq[k LFkku j[krs gSaA foHkkxh;Hk.Mkj dh izcU/k lajpuk dks fuEu pkVZ 13-1 ls le>k tk ldrk gS%

lapkyd e.My

izcU/kd lapkyd

egkizcU/kd

Ø;

izcU/kd

foØ;

izcU/kd

fofHkUu foØ;

foHkkx ,oa

muds foØsrk

deZpkjh

izcU/kd

ys[kk

izcU/kd

rduhdh

izcU/kd

lfpoky;

izcU/kd

Hkou

fuekZ.k

vf/kdkjh

fp=k 13.1

foHkkxh; Hk.Mkj ou&LVkWi Ø; dh lqfo/kk nsus okyh laLFkk;sa gksrh gSa tgk¡ lqbZ ls ysdj gokbZ tgkt rd [kjhnk tk ldrkgSA bu Hk.Mkjksa }kjk csph tkus okyh oLrqvksa dk Ø; cM+s iSekus ij Ø; foHkkx }kjk fd;k tkrk gSA ;s Hk.Mkj foKkiudh lkewfgd fof/k dks viukrs gSa vkSj buds fofHkUu foHkkxksa }kjk csph tkus okyh oLrqvksa dk lkewfgd foKkiu djrs gSaA;s Hk.Mkj dkQh yEch&pkSM+h txg dks ?ksjrs gSa vkSj vius xzkgdksa dks dkj ikfdZax] m|ku Hkze.k] Mkd&rkj] flusek] VsyhQksu]xg lqiqnZxh vkfn ls lEc) lsok;sa&lqfo/kk;sa miyC/k djrs gSaA bu Hk.Mkjksa ds dkQh cM+s gksus ds dkj.k xzkgdksa ds lkFkoS;fDrd lEidZ LFkkfir ugha gks ikrs gSaA blfy, lk[k&lqfo/kk;sa cgqr de xzkgdksa dks gh fey ikrh gSaA lapkyukRedO;; vf/kd gksus ls budh oLrqvksa ds foØ; ewY; izk;% dqN vf/kd gksrs gSaA Hkkjr esa bu Hk.Mkjksa dk Hkfo"; vf/kd mTtoyizrhr ugha gksrk gS] pw¡fd vf/kdka'k Hkkjrh; tula[;k xk¡oksa esa jgrh gS vksj ns'kokfl;ksa dk thou&Lrj de vk; ,oacsjkstxkjh ds dkj.k Å¡pk ugha gks ik;k gSA

¼c½ Ja[kykc) nqdkusa(Chain Shops)

cgq foØ; 'kkyk;sa vFkok Ja[kykc) nqdkusa Þogr~ QqVdj O;kikj dh ,d ,slh iz.kkyh gS ftlds vUrxZr ,d ghLokfeRok/khu vusd QqVdj nqdkusa ,d gh uxj vFkok ns'k ds fofHkUu Hkkxksa esa QSyh gksrh gS vkSj ,d&lh oLrqvksa dk

237QqVdj forj.k

Ø;&foØ; leku ewY;ksa ij djrh gSA ih- Mh- duolZ ds 'kCnksa esa] Þ,d gh LokfeRo rFkk izcU/k ds vUrxZr pyus okyhvusd QqVdj nqdkusa] Ja[kykc) nqdkusa dgykrh gSaAÞ bu nqdkuksa dh eq[; fo'ks"krkvksa esa fuEu ckrksa dks lfEefyr fd;ktk ldrk gS%&

1. ;s nqdkusa lh/ks gh vfUre miHkksDrkvksa dks lkekU; miHkksx ls lEc) eky dk foØ; djrh gSaA

2. bu nqdkuksa }kjk csph tkus okyh oLrq;sa izekfir o ,d:irk gksrh gSa rFkk ftudk ewY; jk"Vªh; lhekvksa esa ,d&lkgksrk gSA

3. ;s nqdkusa ys&vkmV] oLrq ltkoV] foØ; uhfr rFkk cká :i esa ,d leku gksrh gSaA

4. bu nqdkuksa dk izcU/k ,ao LokfeRo dsfUnzr gksrk gSA

5. bu nqdkuksa ij udn foØ; gksrk gSA

foHkkxh; Hk.Mkjksa dh Hkkafr bu nqdkuksa dh LokfeRo lajpuk la;qDr iw¡th okyh dEifu;ksa dh gksrh gSA fofHké LFkkuksa ijpyus okyh nqdkusa dsUnzh; uhfr funZs'ku ds vuqlkj vius dk;kZsa dks lEié djrh gSA fofHké nqdkuksa ij fcdus okys eky]gq, O;;ksa rFkk eky ds LVkWd dk fooj.k muds O;oLFkkidksa }kjk dsUnzh; dk;kZy; ij Hkstk tkrk gS rFkk gq;h fcØh lsizkIr /ku cSad esa tek djkuk iM+rk gSA bu nqdkuksa ds fujh{k.k ds fy, {ksf=k; O;oLFkkid ,oa muds v/khu vusd fujh{kdgksrs gSaA Üka[kykc) nqdkuksa dh laxBu O;oLFkk dks fp=k 13.2 ls iznf'kZr fd;k tk ldrk gSA

;|fi Üka[kykc) nqdkuksa dh O;oLFkk foHkkxh; Hk.Mkjksa ds leku gksrh gS] fQj Hkh mudh foi.ku uhfr;ksa] mRikn js[kkvksa]foKkiu dk;ZØeksa] muds }kjk miyC/k dh tkus okyh lsokvksa o lqfo/kkvksa esa dkQh vUrj gksrk gSA buds chp ds izeq[kvUrj fuEufyf[kr gSaA

1. foHkkxh; Hk.Mkj dkQh cM+s 'kgjksa esa LFkkfir gksrs gSa vkSj izk;% ,d uxj esa ,d gh Hk.Mkj LFkkfir fd;k tkrkgS] tcfd Üka[kykc) nqdkusa gj NksVs&cM+s uxj esa LFkkfir dh tkrh gS vkSj izk;% ,d uxj esa ,d ls vf/kd nqdkusans[kus dks feyrh gSaA

fp=k 13.2

a a

foi.ku ds fl)kUr238

2. foHkkxh; Hk.Mkj ukuk izdkj dh izekfir ,oa vizekfir oLrqvksa dk Ø;&foØ; djrs gSa tcfd Üka[kykc) nqdkusadsoy dqNsd oLrqvksa dk gh foØ; djrh gSaA

3. foHkkxh; Hk.Mkj xzkgdksa dks vius utnhd cqykrs gSa tcfd Üka[kykc) nqdkusa xzkgdksa rd igqaprh gSaA

4. foHkkxh; Hk.Mkj cgqr de iSekus ij lk[k&lqfo/kk;sa nsrs gSa tcfd Üka[kykc) nqdkusa fcYdqy ugha nsrh gSaA

5. foHkkxh; Hk.Mkjksa esa izR;sd foHkkx Lo;a dk ykHk&gkfu [kkrk rS;kj djrk gSA tcfd Üka[kykc) nqdkuksa dsykHk&gkfu [kkrs muds dsUnzh; dk;kZy;ksa esa rS;kj gksrs gSaA

6. foHkkxh; Hk.Mkjksa ds foKkiu LFkkuh; gksrs gSa tcfd Üka[kykc) nqdkuksa ds foKkiu jk"Vªh; Lrj ds gksrs gSaA

7. Üka[kykc) nqdkuksa dh vis{kk foHkkxh; Hk.Mkj xzkgdksa dks ukuk izdkj dh lqfo/kk;sa i;kZIr ek=kk esa miyC/k djrsgSaA mnkgj.k ds fy, dkj ikfdZax] xg lqiqnxhZ] Mkd&rkj] pyfp=k] iqLrdky;] m|ku vkfn dh lqfo/kk;saÜka[kykc) nqdkusa miyC/k ugha dj ikrh gSaA

8. foHkkxh; Hk.Mkjksa ds }kjk csph tkus okyh oLrqvksa dh dhersa Üka[kykc) nqdkuksa ij csps tkus okys eky dh dherksadh vis{kk vf/kd gksrh gSaA

Hkkjr esa Ja[kykc) nqdkuksa dk izpyu dkQh c<+k gSA fdUrq ns'k dh fo'kkyrk] iw¡th ,oa izcU/k ;ksX;rkvksa dh deh]fo'oluh; foØsrkvksa dk vHkko] vf'k{kk vkfn ?kVd buds foLrkj ds ekxZ esa ck/kk cu jgs gSaA fQj Hkh Å"kk dEiuh] ckVk]'kw dEiuh] ,fYxu feYl] Mh-lh-,e- vkfn us viuh lSadM+ksa Ja[kykc) nqdkusa ns'k ds fofHké LFkkuksa ij LFkkfir dh gSa vkSjxzkgdksa dk fo'okl vftZr fd;k gSA

¼l½ lqij cktkj(Super Bazars)

Hkkjr esa izpfyr lqij cktkjksa dk Lo:i ik'pkR; ns'kksa ds foHkkxh; Hk.Mkjksa ls feyrk&tqyrk gSA fdUrq Lo;a lsok* rFkkewY;ksa esa vUrj dks ns[kdj xzkgdksa dk irk pyrk gS fd os lqij cktkj esa fpUrke.kh*] lgdkjh e.Myh*] lLrk cktkj*]^turk cktkj*] ^viuk cktkj*] ^feyk&tqyk Hk.Mkj* ,oa ^lgdkjh cktkj* Hkh dgk tkrk gSA ;s cktkj turk ,oa jkT;nksuksa ds lg;ksx ds vk/kkj ij pyk;s tkrs gSaA ;s cktkj Hkh ,d gh Nr ds uhps vusd nqdkuksa ds :i esa gksrs gSa rFkkMkd&rkj] gksVy] ?kweus&cSBus vkfn dh lqfo/kkvksa ls ;qDr gksrs gSaA xzkgd bu cktkjksa esa izos'k djrs gSa] viuh ilUn dhoLrq Lo;a ml ij yxh vFkok ikl esa j[kh dher fLyi dks ns[kdj pqu ysrs gSa vkSj gSaMdkVZ ij j[kdj dkmUVj dydZds ikl ys vkrs gSaA dkmUVj DydZ fcy cuk nsrk gS] Hkqxrku ys ysrk gS] vkSj lkeku iSd djok nsrk gSA bl izdkj] lqijcktkj Lo;a lsok* ij lapkfyr gksus okyh laLFkk,¡ gSa tks [kk| inkFkZ] fdjkus dk lkeku] lw[ks esos] ekal&Qy] rjdkfj;k¡]csdjh] Msjh mRikn] lkSUn;Z izlk/ku vkfn lkekuksa dk foØ; djrh gSA bu cktkjksa dk fodkl vesfjdk esa fo'oO;kih eUnhds dky eas gqvk FkkA Hkkjr esa bl le; 100 ls Åij] baXyS.M esa 1,700 ls Åij] tkiku esa 2,500 ls Åij lqij cktkjLFkkfir gks pqds gSaA gekjs ;gk¡ fiNys 18 o"kkZsa eas gh budk izpyu izkjEHk gqvk gSA

lqij cktkj dh izeq[k ifjHkk"kk,¡ fuEukuqlkj gSa&

1. dafMQ ,oa fLVy ds vuqlkj] ^^lqij cktkj cM+s iSekus ij QqVdj O;kikj djus okyh O;kikfjd bdkbZ gS tkseq[;r% [kk| rFkk fdjk.kk oLrqvksa dk de ykHk ij O;kikj djrh gS] Lo;a&lsok ds vk/kkj ij oLrqvksa dk foØ;djrh gS] vkSj oLrqvksa ij fo'ks"k /;ku nsrh gSA**

2. LVsUVu ds vuqlkj] ^lqij cktkj cM+s iSekus dh foHkkxh; QqVdj O;kikfjd laLFkk gS tks fofHké izdkj dh oLrqvksaesa O;kikj djrh gS vkSj tks eq[;r% Lo;a lsok ds fl)kUr ds vk/kkj ij U;wure xzkgd&lsokvksa ds lkFk pyk;htkrh gSA ;s laLFkk,¡ leku ewY; uhfr viukrh gSa vkSj izk;% xkM+h [kM+h djus gsrq i;kZIr lk/ku miyC/k djrhgaSA**

239QqVdj forj.k

^Lo;a lsok*] fefJr LokfeRo*] jktdh; lgk;rk] [kk| ,oa fdjk.kk oLrqvksa dh fcØh] U;wure xzkgd lsok,¡] Ø;ij cksul vkfn lqij cktkjksa dh os izeq[k fo'ks"krk,¡ gSa tks foHkkxh; Hk.Mkjksa esa ugha gSaA ;s cktkj rHkhlQyrkiwoZd QqVdj forj.k dj ldrs gSa tcfd csph tkus okyh oLrqvksa dk p;u lko/kkuh ls fd;k tk;s] LFkkuvklkuh ls igqap&;ksX; gks] vkSj ;s cktkj v/;;u oÙk fopkj&foe'kZ dk;ZØe] lkaLÑfrd dk;ZØe] xg foKkuizf'k{k.k vkfn dh lsok,¡ miyC/k djsaA Hkkjr esa bu cktkjksa dk Hkfo"; dkQh mTtoy gSA

¼n½ Mkd }kjk O;kikj(Mail Order Business)

dsuu ,oa fopVZ ds vuqlkj] ^^Mkd }kjk O;kikj og O;olk; gS ftlesa Mkd }kjk vkns'k izkIr fd;s tkrs gaS] rFkk ekydh lqiqnZxh Mkd ;k iklZy ls dh tkrh gSA ûkbZLVªkse fy[krs gSa fd ^Mkd ds ek/;e }kjk O;olk; og O;olk; gS ftlesalwph i=k ls eky cspk tkrk gSA** ,l- bZ- FkkWel dk fopkj gS fd ^Øsrk ds nf"Vdks.k ls Mkd }kjk [kjhn dks Mkd }kjkO;kikj dgk tkrk gSA**

Mkd }kjk O;kikj djus ds fy, u rks vR;f/kd eky dk LVkWd j[kus dh t:jr gksrh gS vkSj u nqdku gh [kksyus dh t:jrgksrh gSA bl O;kikj dks djus ds fy, xzkgdksa dh lwph rS;kj djuh iM+rh gS vkSj foØ; lkfgR; ,oa vU; lEc)Zu fof/k;ksa ds tfj;s mUgsa [kjhn gsrq izksRlkfgr djuk iM+rk gSA ;g KkrO; gS fd Mkd }kjk O;kikj lkekU;r% izekfir] fVdkÅgYdh] o.kZu ;ksX;] vf/kd dher okyh ¼otu dh rqyuk esa½ oLrqvksa dk gh fd;k tk ldrk gSA Mkd }kjk O;kikj dhlQyrk bZekunkjh] ;Fkk'kh?kz lgh lqiqnZxh rFkk xzkgdksa dh uohure o O;kid lwph ij fuHkZj djrh gSA vusd fuekZrkx.kvius ;gk¡ Mkd foHkkx ds tfj;s Hkh lh/ks gh miHkksDrkvksa dh t:jrksa dks iwjk djus yxs gSaA Hkkjr esa ;g O;olk; vHkhO;kid Lrj ij izkjEHk ugha gks ldk gSA dkj.k fd Mkd lsok,¡ iwjs ns'k esa U;wure ykxrksa ij miyC/k ugha gSa] vf'kf{krksadh la[;k vf/kd gS rFkk /kks[kk/kM+h T;knk gSA

¼;½ miHkksDrk lgdkjh Hk.Mkj(Consumer Cooperative Stores)

e/;LFk forj.k Ja[kyk ds 'kks"k.k ls cpus ds fy, lgdkjh&O;oLFkk dk mn; ,oa foLrkj lewps fo'o esa O;kid iSSekus ijgks pqdk gS gksrk tk jgk gSA miHkksDrk lgdkjh fl)kUrksa ds vk/kkj ij LFkkfir fd;s tkrs gSa tks fd Lo;a Øsrk rFkk Lo;afoØsrk* dh 'kDy esa gksrs gSaA izks- jko fy[krs gSa fd] ^lgdkjh miHkksDrk Hk.Mkj miHkksDrkvksa dk ,d LoSfPNd vkfFkZd la?kgS ftldk izcU/k miHkksDrkvksa }kjk turkaf=kd <ax ls mudh ?kjsyw mi;ksx lEcU/kh oLrqvksa ,oa lsokvksa dks iznku djus dsfy, fd;k tkrk gSA**

bu Hk.Mkjksa dh LFkkiuk ds izeq[k mís'; fuEufyf[kr ekus x;s gSa&

1. lnL;ksa rFkk vU; miHkksDrkvksa dks lLrk fdUrq] mÙke fdLe dk eky miyC/k djukA

2. e/;LFkksa ds 'kks"k.k ls miHkksDrkvksa dks cpkuk rFkk mudh Ø;&'kfDr esa of) djukA

3. c<+rh gqbZ dherksa dh jksdFkke esa rFkk fu;fU=kr o nqyHkZ oLrqvksa ds forj.k esa lg;ksx djukA

4. iw¡thoknh vFkZO;oLFkkvksa ds nwf"kr forj.k rU=k dks lekIr djukA

bu Hk.Mkjksa dh eq[; fo'ks"krkvksa esa fuEu dks lfEefyr fd;k tk ldrk gS&

1. ,d lnL; dk ,d oksV gksrk gS] mlus Hkys gh fdrus va'k fy;s gksaA

2. lnL;rk lcds fy, [kqyh gksrh gSA

3. ykHk dks forj.k lnL;ksa ds chp mudh [kjhn ds vuqikr esa ck¡V fn;k tkrk gSA Hkkjr esa ykHk dk forj.k lnL;ksads }kjk [kjhns x;s va'kksa ds vuqikr esa fd;k tkrk gSA

foi.ku ds fl)kUr240

4. lnL; va'k gLrkUrj.k vU; 'kfDr;ksa dks ugha dj ldrsA va'kksa dks iqu% Hk.Mkj dks gh ykSVkuk iM+rk gSA

5. miHkksDrk Lo;a bu Hk.Mkjksa dk lapkyu izfrfuf/k O;oLFkk ds vk/kkj ij djrs gSaA

Hkkjr esa miHkksDrk lgdkjh Hk.Mkjksa dh izxfr ljdkjksa o xSj&ljdkjh iz;klksa ds ckotwn Hkh dkQh /kheh jgh gSA iw¡thdh deh] vkLFkk o ln~Hkko dk vHkko] izcU/k dq'kyrk dh deh] leUo; dh vuqifLFkfr] lhfer O;kikj {ks=k] fujh{k.k ovads{k.k dh f'kfFky uhfr] LokFkZiw.kZ lapkyu] Åijh O;;ksa dk Hkkj] 'kfDr'kkyh Fkksd o dsUnzh; Hk.Mkjksa dh deh vkfn ?kVdbu Hk.Mkjksa dh izxfr ds vojks/kd le>s x;s gSaA ;s Hk.Mkj rHkh lQyrkiwoZd dk;Z dj ldrs gSa vkSj viuh ixzfr dkslUrks"ktud cuk ldrs gSa] tcfd fuEufyf[kr lq>koksa ds fØ;kUo;u ij /;ku nsa&

1. miHkksDrk lgdkjh Hk.Mkjksa dks fuekZrkvksa ls eky Ø; djuk pkfg,A

2. bu Hk.Mkjksa ij csph tkus okyh oLrq,¡ lnL;ksa dh vko';drkvksa ds vuq:i gksuh pkfg, rFkk fdLe Js"B gksuhpkfg,A

3. bu Hk.Mkjksa }kjk vius lnL;ksa dks m/kkj foØ;] udn [kjhn ij NwV rFkk vU; lqfo/kk,¡ nh tkuh pkfg, rkfdos vf/kdkf/kd Ø; gsrq izksRlkfgr gks ldsaA

4. bu Hk.Mkjksa dks ljdkjh laj{k.k] foÙkh; vads{k.k ,oa izf'k{k.k lEcU/kh dfBukb;ksa dks nwj djus gsrq miyC/k fd;ktkuk pkfg,A

5. bu Hk.Mkjksa ds fglkc&fdrkc dh tk¡p fu;fer ,oa lgh rjhds ls dh tkrh jguh pkfg,] rkfd gksus okys ?kksVksyksavkfn dh jksdFkke dh tk ldsA

6. bu Hk.Mkjksa ds lqlapkyu gsrq tk¡p] fujh{k.k ,oa i;Zos{k.k dh mfpr i)fr dk;e dh tkuh pkfg,] rkfd lkèkuksadk nq#i;ksx u gks lds] csbZekuh o feykoV vkfn dks jksdk tk ldsA ,slk djus ij turk dk fo'okl ;s Hk.MkjizkIr dj ldsaxsA

7. bu Hk.Mkjkas dh izcU/k O;oLFkk fdlh ,d O;fDr dks ugha lkSaih tkuh pkfg,] cfYd ,d izcU/k lfefr cukdjHk.Mkjksa dk dk;Z pyk;k tkuk pkfg,A bu Hk.Mkjksa ds izcU/kdkas dks i;kZIr Lok;Ùkk Hkh nh tkuh pkfg,A

Hkkoh QqVdj O;kikj dh rLohj(Future Retail Trade Patterns)

;g ckr fuf'prrk ds lkFk dgh tk ldrh gS fd Hkkoh QqVdj O;kikj lajpuk orZeku QqVdj O;kikj lajpuk dh rqyukesa fcYdqy fHké gksxhA ifjorZu dk pØ ftl rst xfr ls py jgk gS] mldks ns[krs gq, rks ;g izrhr gksrk gS fd orZekuQqVdj O;kikj lajpuk vxyh ,d 'krkCnh esa gh lekIr gks tk;sxhA mnkgj.k ds fy, foHkkxh; Hk.Mkj 75 o"kZ dh vofèkesa gh ifjiDork dh fLFkfr ij igqap x;s gSaA ik'pkR; ns'kksa eas lqij ekdsZV~l Hkh ifjiDork dh voLFkk ij igqap x;s gSaAblh izdkj] osjk;Vh LVkslZ tks fd foHkkxh; Hk.Mkjksa ds ckn vk;s gSa 50 o"kkZsa dh vof/k esa gh ifjiDork dh LFkfr esa igq¡ppqds gSaA

bZ- ch- ohl (E.B.Weiss) tks fd QqVdj O;kikj {ks=k ds ,d vf/kdkjh fo)ku gSa] dk dguk gS fd fudV Hkfo"; esa fuEuQqVdj laLFkk;sa izpfyr gksaxh] ftuesa ls dqN rks fodkl ij gSa&

1. tehUnkst ikbi ykbUl ?kjksa rd Hkkstu igqapkus ds fy, fcBk;h tk;saxhA ;g oSls gh lEHko gksxk fd vHkh xSlrFkk vkW;y ¼fons'kksa eas rFkk gekjs ;gk¡ cEcbZ eas lhfer {ks=k esa½ ikbi ykbUl igq¡pkrh gSaA

2. iw.kZr% Lopkfyr] O;fDr jfgr LVkslZ LFkkfir gksaxsA

3. DyksTM lfdZV Vsfyfotu ds tfj;s [kjhn izkjEHk gksxhA

4. xksnkeksa ls Touch-tone Telephone ds tfj;s lh/kh [kjhn izksRlkfgr gksxhA

5. LVkslZ rd dkjksa ;k okguksa esa cSBs&cSBs [kjhn 'kq: gksxhA

241QqVdj forj.k

6. bysDVªkWfud 'kkWfiax ¼ftlesa xzkgd Vsyhfotu ij oLrq,¡ ns[k ldsxk vkSj Touch-tone Telephone ds tfj;s tksfd dEI;wVj ls ca/kk gksxk] oLrq,¡ Ø; djus gsrq vkns'k ns ldsxk½ izkjEHk gksxhA

bu mi;qZDr of.kZr izofÙk;ksa dh fn'kk esa vusd iz;ksx py jgs gSa vkSj fudV Hkfo"; esa budh lQyrk ,oa foLrkj gekjhQqVdj O;kikj lajpuk dks vkewy&pwy :i ls ifjofrZr djsxk] blesa lUnsg ugha gSA foi.ku izcU/kdksa dks pkfg, fd osbu Hkkoh ifjorZuksa ds izfr Lo;a dks rS;kj djsaA

foi.ku ds fl)kUr242

v/;k;&14

HkkSfrd forj.k(Physical Distribution)

HkkSfrd forj.k dk vFkZ(Meaning of Physical Distribution)

tc ,d fuekZrk forj.k ek/;e pqu ysrk gS vkSj foØsrkvksa dh fu;qfDr dj ysrk gS rks mlds le{k ,d leL;k ;g vkrhgS fd oLrqvksa dks ,d LFkku ls nwljs LFkku ij fdu lk/kuksa ls Hkstk tk;\ dgk¡&dgk¡ ij Hk.Mkj xg cuk;s tk;saA vkns'kksadh iw£r 'kh?kzrk ls fdl izdkj dh tk; ftlls fd oLrq dks ¼1½ de&ls&de ykxr ij] o ¼2½ de&ls&de le; esa Hkstktk ldsA ;g lHkh oLrqvksa ds HkkSfrd forj.k ls lEcfU/kr gSaA HkkSfrd forj.k ds lEcU/k esa izeq[k fo}kuksa dh ifjHkk"kk,¡fuEufyf[kr gSa&

1- izks0 LVk.Vu ds vuqlkj] ÞoLrqvksa ds HkkSfrd cgko dk izcU/k vkSj cgko iz.kkyh dh LFkkiuk ,oa mldk lapkyuHkkSfrd forj.k esa 'kkfey gSAß1

2- izks0 df.MQ o fLVy ds er esa] ÞoLrqvksa dh mRifÙk ds ckn ysfdu miHkksx ls igys mldk okLrfod :i esa ,dLFkku ls nwljs LFkku ij tkuk o laxzg djuk HkkSfrd forj.k esa vkrk gSAß2

3- eSdkFkhZ ds 'kCnksa esa] ÞoS;fDrd Qeks± ds Hkhrj ,oa forj.k iz.kkfy;ksa ds lkFk&lkFk eky dk okLrfod mBkuk&èkjuk,oa lapkyu HkkSfrd forj.k gSAß3

okLro esa] rhuksa fo}kuksa dk er ,d tSlk gSA oLrq,¡ ,d LFkku ls nwljs LFkku ij tkrh gSa bldks os HkkSfrd cgko;k forj.k dgrs gSaA ysfdu bl forj.k dh 'kq:vkr dc gksrh gS\ bldk mÙkj gS mlds mRiknu ds cknA ysfduvc nwljk iz'u mBrk gS fd ;g HkkSfrd forj.k dc rd pysxk\ bldk mÙkj gS fd tc rd mldk miHkksx ug°gks tkrkA ftu iz.kkfy;ksa ls oLrq dk forj.k gksrk gS os lHkh HkkSfrd forj.k ds vFkZ esa 'kkfey gSaA

la{ksi esa] ÞHkkSfrd forj.k O;kolkf;d lEHkj.k dk foKku gS] ftlds }kjk lgh izdkj dh oLrq lgh ek=kk esa mlLFkku ij miyC/k dh tkrh gS tgk¡ mlds fy, ek¡x ml le; ij fo|eku gksA bl nf"V ls fopkj djrs gq,HkkSfrd forj.k fuekZ.k vkSj ek¡x ltu ds chp dh egRoiw.kZ dM+h gSAß 4

1 “Physical distribution involves the management of the physical flow of products and the establishment and operation of flow

system.”

—Stanton : Fundamentals of Marketing, p. 392.

2 “Physical distribution involves the actual movement and storage of goods after they are produced and before they are consumed.”

—Cundiff & Still : Basic Marketing, p. 344.

3 “Physical distribution is the actual handling and moving of goods within individual firms and along channel systems.”

—McCarthy : Basic Marketing, p. 391.

4 “In essence, physical distribution is the science of business logistics whereby the proper amount of the right kind of product is made

available at the place where demand for it exists. Viewed in this light, physical distribution is the keylink between manufacturing and

demand creation.”

—Wendell M. Stewart : quoted from Principles of Marketing, Richard Buskrik, p. 403.

243HkkSfrd forj.k

HkkSfrd forj.k ds mís'; ;k mi;ksfxrk(Objectives or Utility of Physical Distribution)

vkt ds O;kikfjd txr esa oLrqvksa ds HkkSfrd forj.k dh mi;ksfxrk cgqr vf/kd gSA ,d Øsrk tc dHkh Hkh oLrq pkgrkgS rks mls oLrq rqjUr gh feyuh pkfg,A ;fn bl izdkj dh lsokvksa dk mi;ksx forj.k ds fy, fd;k x;k rks ,d fuekZrkdh [;kfr esa of) gksxh vkSj mlds xzkgdksa dks lUrqf"V gksxhA ysfdu blesa forj.k&O;; de&ls&de gksus pkfg, ftllsfd Øsrk dks oLrq de ykxr ij fey ldsA

,d oLrq dh forj.k ykxr ml oLrq cktkj dks lhfer dj nsrh gSA vr% vko';drk bl ckr dh gS fd ifjogu izcUèkfd;k tk;] miyC/k lsokvksa dk vf/kdre mi;ksx fd;k tk; vkSj forj.k&ykxr dks ?kVk;k tk;A O;olk; esa HkkSfrdforj.k dk mi;ksx fofHké izdkj ls fd;k tk ldrk gS&

1- mRiknu ,oa miHkksx ds lkeatL; esa (Adjustment of Production and Consumption): HkkSfrd&forj.kmRiknu ,oa miHkksx esa lkeatL; LFkkfir djds ek¡x o iw£r esa lUrqyu LFkkfir djrk gSA Hk.Mkj lqfo/kk,¡ ekSlehmiHkksx dks lgk;rk iznku djrh gSa vkSj o"kZ Hkj mRiknu cuk;s j[kus esa lg;ksx nsrh gSa] tSls Åuh eky dk mRiknuo"kZ Hkj gksrk jgrk gS ysfdu mldk miHkksx l£n;ksa esa gh gksrk gSA blh izdkj ekSleh mRiknu dks Hk.Mkjksa dhlgk;rk ls jksd dj o"kZ Hkj ds miHkksx ds fy, dke esa yk;k tk ldrk gSA mnkgj.k ds fy,] xsgw¡ dk mRiknujch dh Qly ij gh gksrk gS ysfdu mldk miHkksx Hk.Mkj lqfo/kkvksa dh lgk;rk ls o"kZ Hkj fd;k tkrk gSA

blh izdkj HkkSfrd forj.k ek¡x o iw£r ds LFkkuksa dks feykrk gS vFkkZr~ ftl LFkku ij oLrqvksa dk fuekZ.k gksrkgS ml LFkku ls miHkksx okys LFkku ij oLrqvksa dks HkkSfrd forj.k ds ek/;e ls gh igq¡pk;k tkrk gSA uk'kokuoLrqvksa dks Hkh okrkuqdwfyr Hk.Mkjksa esa j[kdj ek¡x okys LFkkuksa rd igq¡pk;k tk ldrk gSA vf/kdka'k oLrqvksa dkmRiknu ek¡x ls iwoZ gh fd;k tkrk gS( tSls] nhikoyh ij [khy] f[kykSus] crZu] vkfn dh fcØh [kwc gksrh gS ysfdumudk mRiknu rks cgqr igys fd;k tkrk gSA

2- ewY;ksa ds fLFkjhdj.k esa (Stabilization of Prices): HkkSfrd forj.k dh lqfo/kk,¡ ewY; fLFkjhdj.k esa lgk;rkiznku djrh gSaA ,d fuekZrk vius eky dks ml le; rd vius xksnke esa j[kdj izrh{kk dj ldrk gS tc rdewY; mlds fgr esa ug° vk tkrs vkSj ,d ckj ewY; vk tkus ij og ewY; fLFkjhdj.k Hkh dj ldrk gSA

3- LVkWd dk vkdkj (Size of Inventory): HkkSfrd forj.k lqfo/kk,¡ LVkWd ds vkdkj dks izHkkfor djrh gSaA ;fnlqfo/kk,¡ miyC/k gSa rks LVkWd ,d cM+h ek=kk esa j[kk tk ldrk gSA fuekZrk ds ikl cM+h ek=kk dk LVkWd foØsrkdks ;g lqfo/kk iznku djrk gS fd os viuh lqfo/kkuqlkj Ø; dj ldrs gSaA

4- Ø; ij izHkko (Influence on Buying): Hk.Mkj lqfo/kkvksa dk izHkko Ø; ij iM+rk gSA ;fn izcU/k ds iklHk.Mkj lqfo/kk,¡ i;kZIr ek=kk esa gSa rks muds }kjk cM+h ek=kk esa Ø; djds ykHkksa dks izkIr fd;k tk ldrk gSA

5- e/;LFkksa dks fuf'pr djuk (Determination of Channels): izcU/kdh; fu.kZ; forj.k ek/;e dks fuf'prdjrs gSaA mnkgj.k ds fy,] ;fn dksbZ fuekZrk ;g fu.kZ; ysrk gS fd LVkWd dks j[kus ds fy, fHké&fHké LFkkuksaij lkoZtfud xksnkeksa dh lsokvksa dh lgk;rk yh tk;sxh rks bldk vFkZ ;g gksrk gS fd vc fuekZrk dks viusLo;a ds xksnkeksa dh LFkkiuk ug° djuh gksxhA blh izdkj] ;fn izcU/kdh; fu.kZ; ;g gS fd 'kk[kk,¡ [kksyh tk;sa]rks bldk vFkZ ;g gS fd forj.k ek/;e lh/kk gksxk vkSj miHkksäk rd izR;{k esa gh igq¡p tk;sxk ftlds fy,xksnkeksa dh O;oLFkk djuh gksxhA

6- oLrq fu;kstu ij izHkko (Effect on Product Planning): fdlh Hkh oLrq ds fu;kstu ij mlds HkkSfrd forj.kdk izHkko iM+rk gSA eky ftl ifjogu lk/ku ls Hkstk tkrk gS mldk iS¯dx Hkh mlh vuq:i djuk iM+rk gSAmnkgj.k ds fy,] ;fn eky gokbZ tgkt ls tk;sxk rks bl ckr dks /;ku esa j[kdj iS¯dx fd;k tk;sxk fd ogvf/kd Hkkjh u gks rFkk mldk vkdkj Hkh vf/kd cM+k u gks D;ksafd tgkt dk fdjk;k] otu o vkdkj nksuksa ijvk/kkfjr gksrk gSA

foi.ku ds fl)kUr244

HkkSfrd forj.k dk mÙkjnkf;Ro(Responsibility of Physical Distribution)

oLrqvksa dk HkkSfrd forj.k djus dk mÙkjnkf;Ro laLFkk ds ekfyd dk gksrk gS ysfdu ftu laLFkkvksa dk vkdkj cM+k gksrkgS ogk¡ ;g dk;Z fuEu rhu esa ls fdlh ,d ds mÙkjnkf;Ro esa fn;k tkrk gS&

1- lfefr (Committee): vesfjdk esa vf/kdka'k dEifu;k¡ ,d lfefr cukrh gSa vkSj blds lnL; mu lHkh foHkkxksads izeq[k vf/kdkjh gksrs gSa tks oLrq ds HkkSfrd forj.k esa lgk;d gksrs gSa( tSls] foØ;&izcU/kd] ifjogu izcU/k]LVkWd&fu;U=k.k izcU/kdA bl lfefr dk mÙkjnkf;Ro gksrk gS fd dk;Zdq'kyrk c<+kus] forj.k ykxr de djuso mu lHkh vf/kdkfj;ksa ds dk;ks± esa rkyesy fcBkus ds fy, le;≤ ij feyrh jgsa] orZeku uhfr;ksa dkewY;kadu djrh jgsa] vkSj vko';d gks rks mu uhfr;ksa esa ifjorZu djrh jgsa] ftlls miHkksäk lsok dks vPNk cuk;ktk lds o izfr;ksfxrk dk lkeuk fd;k tk ldsA

2- foHkkx (Department): mÙkjnkf;Ro dks fuHkkus dk nwljk jkLrk ,d foHkkx dh LFkkiuk gS tks oLrqvksa dksmiHkksäk rd igq¡pkus dk mÙkjnkf;Ro vius Åij ysrk gSA ;g foHkkx vU; foHkkxksa ls LorU=k gksrk gSA

3- foi.ku lapkyd (Marketing Director): dqN laLFkk,¡ HkkSfrd forj.k ds mÙkjnkf;Ro ds fy, u rks dksbZlfefr cukrh gSa vkSj u dksbZ foHkkx cfYd foi.ku foHkkx ds eq[; vf/kdkjh dks gh ;g dk;Z lkSai nsrs gSaA ;gvf/kdkjh fofHké laLFkkvksa esa fofHké ukeksa ls iqdkjs tkrs gSa( tSls] dg° budks foi.ku lapkyd dgrs gSa rks dg°foi.ku izcU/kdA

Hkkjr esa HkkSfrd forj.k esa mÙkjnkf;Ro dks fuHkkus ds fy, vyx ls u rks lfefr gh ik;h tkrh gS vkSj u foHkkxA;gk¡ foØ;&foHkkx tks fd foi.ku&foHkkx dk ,d vax gS] bu mÙkjnkf;Roksa dks Hkh iwjk djrk gSA

HkkSfrd forj.k dk foi.ku ek/;e ls lEcU/k(Relationship of Physical Distribution to Marketing Channels)

HkkSfrd forj.k dh uhfr;ksa dk lEcU/k forj.k ek/;e ls gSA dksbZ Hkh oLrq mRiknu ds LFkku ls miHkksx ds LFkku rd foi.kuek/;eksa ls gksrh gqbZ igq¡prh gSA blds fy, fuekZrk ,oa e/;LFk nksuksa ds }kjk gh LVkWd j[kk tkrk gSA miHkksäk viuhvko';drk dh oLrq,¡ QqVdj foØsrk ls Ø; djrk gS vkSj QqVdj foØsrk Fkksd foØsrk ls( Fkksd foØsrk fuekZrk lsA tcmiHkksäk oLrqvksa dks Ø; djrk gS rks QqVdj foØsrk dk LVkWd ?kVus yxrk gS ftlls og Fkksd foØsrk dks vkns'k nsrkgSA Fkksd foØsrk Hkh vius LVkWd dks cuk;s j[kus ds fy, fuekZrk dks vkns'k nsrk gSA bl izdkj ;g Øe pyrk jgrk gSAtc dHkh Hkh fdlh Hkh Lrj ij vkns'k dh iw£r dh tkrh gS rks blds fy, ifjogu o Hk.Mkj lqfo/kkvksa dk lgkjk fy;ktkrk gSA ;g nksuksa gh dk;Z HkkSfrd forj.k ds gSaA vr% dgk tk ldrk gS fd HkkSfrd forj.k dk foi.ku ek/;e ls ?kfu"BlEcU/k gSA

cgqr&ls fuekZrk cgqr&lh oLrqvksa ds fy, fuekZ.k&LFkku ij ;k fdlh ,d dsUæh; LFkku ij oLrqvksa dks LVkWd esa j[kusds fy, Hk.Mkj&xg j[krs gSaA ysfdu tc O;kikj c<+ tkrk gS rks eky dks tYnh igq¡pkus ds fy, dqN Hk.Mkj&xg fofHkéegRoiw.kZ LFkkuksa ij LFkkfir dj fn;s tkrs gSa] tgk¡ ls eky ifjogu lk/kuksa dh lgk;rk ls foØsrk dh nqdku rd igq¡pkfn;k tkrk gSA ;g lHkh ckrsa foi.ku ek/;e ls lEcfU/kr gSa tks oLrqvksa ds HkkSfrd forj.k esa lg;ksx djrh gSaA

HkkSfrd forj.k lEcU/kh ykxr oLrq dh ykxr dks c<+krh gSA vr% izR;sd e/;LFk bl ckr dk iz;Ru djrk gS fd ;g HkkSfrdforj.k lEcU/kh ykxr de ls de jgsA blds fy, cgqr&ls egRoiw.kZ fu.kZ; ysus iM+rs gSa tSls fdruk LVkWd j[kk tk;\fdl LFkku ij j[kk tk;\ fdl le; j[kk tk;\ ;g lHkh ckrsa foi.ku ls lEcfU/kr gSa vr% ;g dgk tkrk gS fd HkkSfrdforj.k o foi.ku ek/;e dk ,d&nwljs ls ?kfu"B :i ls lEcU/k gSA

fcuk HkkSfrd forj.k ds foi.ku ek/;e rd oLrq,¡ ug° igq¡p ldrh gSaA blh dkj.k bu nksuksa dk ,d&nwljs ls dkQh lEcUèkgSA

245HkkSfrd forj.k

HkkSfrd forj.k ,oa ykHk(Physical Distribution and Profit)

oLrqvksa dks miHkksäk o e/;LFkksa rd igq¡pkus esa izR;sd foØsrk dks ifjogu o Hk.Mkj] vkfn ij O;; djuk iM+rk gS pkgs;g foØsrk fuekZrk gks ;k Fkksd foØsrk ;k QqVdj foØsrkA os O;; tks ifjogu o Hk.Mkj vkfn ij gksrs gSa HkkSfrd forj.klEcU/kh O;; dgykrs gSaA izR;sd izdkj dk foØsrk tc viuk foØ;&ewY; fu/kkZfjr djrk gS rks HkkSfrd forj.k&O;;ksadks Hkh mlesa tksM+ ysrk gSA ftl foØsrk dk HkkSfrd forj.k&O;; ftruk de gksxk mruk gh mldk foØ;&ewY; de gksxkAHkkjr esa HkkSfrd forj.k O;; fuekZrk ds ewY; ds ,d&frgkbZ o miHkksäk ewY; ds 1/3 ls ysdj 1/4 rd gksrs gSaA

vr% vko';drk bl ckr dh gS fd HkkSfrd&forj.k lEcU/kh O;;ksa dks de&ls&de fd;k tk; ftlls foØ;&ewY; esadVkSrh dj izfrLi)kZ dk vkSj vPNh izdkj ls eqdkcyk fd;k tk lds o ykHk dh ek=kk dks c<+k;k tk ldsA bl dk;Zds fy, izR;sd izdkj ds foØsrk dks le;≤ ij viuh HkkSfrd forj.k iz.kkyh dk ewY;kadu djrs jguk pkfg,A bldsfy, Three-stages Linear Programming Model viuk;k tkuk pkfg,A izFke pj.k esa Hk.Mkj ls miHkksDrk rd forj.ko f}rh; pj.k esa fuekZ.k&LFkku ls Hk.Mkj rd o rrh; pj.k esa ekfld mRiknu o LVkWd dk ewY;kadu djuk pkfg, ftllsfd izR;sd Lrj ij bu O;;ksa esa dVkSrh dh tk lds o ykHkksa esa of) gks ldsA

HkkSfrd forj.k dk y{;(Physical Distribution Objective)

izR;sd fuekZrk dks vius HkkSfrd forj.k dk y{; fuf'pr djuk iM+rk gSA cgqr&ls fuekZrk vius HkkSfrd forj.k dk y{;lgh eky] lgh le; ij o mfpr LFkkuksa ij U;wure ykxr ij Hkstuk cuk ysrs gSaA ;g lgh ug° gSA HkkSfrd forj.k iz.kkyhdk y{; U;wure ykxr ij vf/kdre xzkgd lsok nsuk gksuk pkfg,A ysfdu ;g ,d&nwljs ds foijhr gSaA ;fn lsok vf/kdre nh tkrh gS rks ykxr c<+uk LokHkkfod gS vkSj ;fn ykxr U;wure dh tkrh gS rks vf/kdre lsok ug° nh tk ldrhgSA vr% ;g dgk tkrk gS fd HkkSfrd&forj.k dk y{; ,d dq'ky iz.kkyh gksuk pkfg,A blesa nks ckrsa vkrh gSa&1. lsokdk Lrj] o 2. lsok dh ykxrA

1. lsok dk Lrj (Level of service): ,d fuekZrk lsok dk Lrj Lo;a fu/kkZfjr djrk gS] tSls ^,d g¶rs esa xzkgdksadks eky fey tkuk pkfg,A* dqN fuekZrk ;g Hkh fu/kkZfjr dj ysrs gSa fd cM+s xzkgdksa dks 5 fnu esa gh eky feytkuk pkfg,A ,d fuekZrk dk lsok&Lrj izfrLi)kZ djus okyksa dks izHkkfor djrk gS vkSj os Hkh oSlh gh lsok nsusyxrs gSaA ;fn ,d fuekZrk viuh lsokvksa dks ?kVk nsrk gS rks xzkgd ml fuekZrk dks leFkZu nsuk cUn dj ldrsgSa vFkkZr~ muls oLrq,¡ Ø; djuk cUn dj ldrs gSaA vr% ,d fuekZrk dk lsok&Lrj lEcU/kh fu.kZ; lsok dsoSdfYid&Lrjksa ds izfr xzkgdksa vkSj izfrLi)kZ djus okys dh lEHkkfor laosnu'khyrkvksa* ds fo'ys"k.k ij fuHkZjgksxkA dHkh&dHkh ,slk ns[kk tkrk gS fd xzkgd ds lsok&Lrj esa FkksM+h&lh of) xzkgdksa ds laj{k.k esa dkQh of)dj nsrh gSA vFkkZr~ vf/kd xzkgdksa }kjk oLrq,¡ Ø; dh tkus yxrh gSa] tcfd dherh lsok,¡ ewY; esa FkksM+h&lh ghof) dj ikrh gSA

2. lsok dh ykxr (Cost of service): ,d fuekZrk dks oLrqvksa ds LVkWd vkfn ij O;; djuk iM+rk gS ftlls fdxzkgdksa dks lkekU;&lsok dk Lrj iznku fd;k tk ldsA lk/kkj.kr;k bu O;;ksa dk irk dksbZ Hkh fuekZrk ug°yxkrkA ,d vPNs fuekZrk dks budk irk yxkdj ekiuk pkfg, vkSj ns[kuk pkfg, fd fcuk lkekU; lsok&Lrjdks de fd;s buesa dgk¡ dVkSrh dh tk ldrh gSA

HkkSfrd&forj.k dk y{; de&ls&de O;; ij vPNh lsok&Lrj iznku djuk gSA blds fy, fofHké fodYiksa ijfuEu lw=k yxkdj ns[kuk pkfg,5&

5 Philip Kotler : Marketing Management, p. 596.

foi.ku ds fl)kUr246

izLrkfor forj.k&iz.kkyh dh dqy ykxr

(D)= T+FW+VW+S

D= izLrkfor iz.kkyh dh dqy forj.k ykxr (Total Distribution Cost of Proposed System)

T= izLrkfor iz.kkyh dh dqy ifjogu ykxr (Total Freight Cost of Proposed System)

FW=izLrkfor iz.kkyh dh dqy LFkk;h Hk.Mkj ykxr (Total Fixed Warehouse Cost of Proposed System)

VW=izLrkfor iz.kkyh dh dqy ifjorZuh; Hk.Mkj ykxr (Total Variable Warehouse Cost of Proposed

System)

S= izLrkfor iz.kkyh ds vUrxZr lqiqnZxh&foyEc ds QyLo:i [kksbZ fcØh dh dqy ykxr (Total Cost of Lost

Sales due to Average Deliver Delay under Proposed System)

mi;qZä lw=k ds vUrxZr ftl fodYi esa dqy forj.k ykxr de vkrh gS mldks gh ,d fuekZrk dks pqu ysukpkfg,A ysfdu bl ckr dk lnSo gh /;ku j[kuk pkfg, fd xzkgd lsok dk Lrj vuqdwyre jgsA

1. HkkSfrd forj.k lfefr

(Physical Distribution Committee)

HkkSfrd forj.k fØ;kvksa ds laxBu gsrq ,d lfefr dh LFkkiuk djuk vesfjdu O;olk; izcU/k esa vR;f/kd izpfyr O;ogkjgSA bl lfefr esa foØ; izcU/kd] bUosUVªh fu;U=k.k izcU/kd] ;krk;kr izcU/kd vkfn dks lnL; ds :i esa lfEefyr fd;ktkrk gS vkSj foi.ku vf/k'kklh dks vFkok fdlh mPpkf/kdkjh dks bl lfefr dk ps;jeSu cuk;k tkrk gSA ;g lfefrdk;Zdq'kyrk dks c<+kus] forj.k ykxrksa dks de djus rFkk vUr£oHkkxh; fØ;kvksa esa leUo; j[kus ds mÙkjnkf;Roksa dkfuokZg djrh gSA

2. HkkSfrd forj.k foHkkx

(Physical Distribution Department)

HkkSfrd forj.k fØ;kvksa esa izHkkoiw.kZ leUo; ds fy, dbZ dEifu;k¡ ,d iFkd foHkkx Hkh LFkkfir djus yxh gSaA bl O;oLFkkds vUrxZr leLr HkkSfrd forj.k fØ;k,¡ ,d foHkkxkf/kdkjh ds ikl dsfUær gks tkrh gSaA bl lajpuk dks viukus okyhlaLFkkvksa ds lkeus vDlj ;g leL;k mRiUu gksrh gS fd HkkSfrd forj.k foHkkx ds vf/kdkjh dk fdlds izfr mÙkjnk;hcuk;k tk;s\ O;ogkj esa] laLFkk ds ps;jeSu vFkok foi.ku izcU/kd ds izfr HkkSfrd forj.k foHkkxkf/kdkjh dks mÙkjnk;hcuk;s tkus dh izofÙk fodflr gks jgh gS ftls Bhd ekuk tk ldrk gSA

Hkkjr esa HkkSfrd forj.k dh fØ;kvksa ds lEiknu gsrq fodsfUær O;oLFkk dks viuk;k tkrk gSA ifjogu foHkkx] bUosUVªhfu;U=k.k foHkkx] foØ; foHkkx] Ø; foHkkx vkfn HkkSfrd forj.k fØ;kvksa dks dsoy vUr£oHkkxh; lkekU; funsZ'kksa ds vèkhudjrs gSaA bl izofÙk dks cnyus dh ijeko';drk gSA

HkkSfrd forj.k lEcU/kh fu.kZ;(Physical Distribution Decisions)

leLr HkkSfrd forj.k fØ;kvksa dk ,d ek=k mís'; vf/kdre xzkgd lsok U;wure ykxrksa ij lEHko djuk gksrk gSA blnf"V ls HkkSfrd forj.k {ks=k esa vusd izdkj ds fu.kZ; ysus gksrs gSaA mnkgj.k ds fy, bUosUVªht fdruh j[kh tk;s] Hk.Mkj.kO;oLFkk fdl izdkj dh tk;s] lkexzh gLFku gsrq fdu midj.kksa dk ç;ksx fd;k tk;s] vkns'k izfof/ku; dSls fd;k tk;s]vkns'kksa dh iw£r gsrq dkSu lh fof/k viuk;h tk;s] vkfn os dqN izeq[k fu.kZ; gSa] ftu ij HkkSfrd forj.k fØ;kvksa dhizHkko'khyrk vkSj dk;Zdq'kyrk fuHkZj djrh gSA ;s fu.kZ; ftrus lgh] le;kuqdwy] 'kh?kz ,oa ferO;;h gksrs gSa] laLFkk dksxzkgdksa dk laj{k.k mruk gh vf/kd izkIr gksrk gSA

mi;qZDr o£.kr fu.kZ;ksa dk laf{kIr foospu bl izdkj gS&

247HkkSfrd forj.k

1- bUosUVªh fu.kZ;

(Inventory Decisions)

bUosUVªh uhfr;k¡ ,oa fu.kZ; ek¡x ltu izfØ;k ds egÙoiw.kZ midj.k gksrs gSaA xzkgdksa ds vkns'kksa dh iw£r ftruh 'kh?kz ,oalgh :i esa gksrh gS] xzkgdksa dk laj{k.k laLFkk ds mRiknksa dks mruk gh vf/kd feyrk gSA blfy, bUosUVªh LVkWd i;kZIrek=kk esa j[kk tkuk pkfg, rkfd xzkgd&vkns'kksa dh iw£r 'kr&izfr'kr dh tk ldsA ;g ckr /;ku nsus ;ksX; gS fd izkIr'kr&izfr'kr xzkgd&vkns'kksa dh iw£r laLFkk dh bUosUVªht dks dkQh c<+k nsrh gS vkSj vfrfjDr foØ; ls izkIr gksus okysykHk bUosUVªh dh ogu ykxrksa dh rqyuk esa dkQh de iM+ tkrs gSaA izcU/kdksa dks pkfg, fd xzkgd lsok Lrjksa dks ;FkklEHkoU;wure forj.k ykxr ij cuk;s j[kus ds fy, nks izdkj ds bUosUVªh fu.kZ; lksp&le> dj ysa&(i) vkns'k dc fn;k tk;s]rFkk (ii) vkns'k ek=kk fdruh gks\

vkns'k dc fn;k tk;s] ;g fu.kZ; ysrs le; HkkSfrd forj.k vf/kdkjh dks vkns'k vUrj dky* (order lead time),

^mi;ksx nj* (usage rate), rFkk lsok izeki* (Service Standard) ?kVdksa dks /;ku esa j[kuk pkfg,A vkns'k vUrjdky* og le; gksrk gS tks oLrq ds fy, vkns'k nsus ,oa oLrq ds izkIr djus esa lkekU;r% yxrk gSA mnkgj.k dsfy,] ;fn vkns'k dh iw£r esa 15 fnu dk le; yxrk gS rks vkns'k vUrj dky 15 fnu dk ekuk tk;sxkA vkns'kvUrj dky ftruk vf/kd gksrk gS] mruk gh vf/kd LVkWd j[kuk ykHkizn jgrk gSA mi;ksx nj*] og nj gS ftlij xzkgd oLrq,¡ [kjhnrs gSaA ;fn xzkgd tYnh&tYnh Ø; djrs gSa rks mi;ksx nj Å¡ph gksrh gS vkSj vf/kd LVkWdj[kuk t:jh gksrk gSA lsok izeki* og ekin.M gS tks crykrk gS fd xzkgdksa ls izkIr vkns'kksa dk fdruk izfr'krorZeku LVkWd ls iwjk dj fn;k tkuk pkfg,A ;fn dksbZ laLFkk 'kr&izfr'kr vkns'kksa dh iw£r dks lsok izeki* ekurhgS rks mls vf/kd LVkWd j[kus gksaxs vkSj 'kh?kz vkns'k nsus gksaxsA mnkgj.k ds fy, ;fn ,d laLFkk ds vkns'kksa dkvUrj dky 10 fnu gS] vkSj mi;ksx nj Hkh 10 bdkb;ksa dh gS rFkk og 'kr&izfr'kr xzkgd vkns'kksa dh iw£r djukpkgrh gS rks mls ml le; vkns'k ns nsuk pkfg, tcfd mlds fo|eku LVkWd esa dsoy 100 bdkb;k¡ jg tk,¡A

vkns'k dh ek=kk fdruh gks] ;g fu.kZ; ysrs le; vkns'k nsus dh ykxrksa] LVkWd dh ogu ykxrksa] iw¡th ykxrksa]Hk.Mkj.k ykxrksa] chek izhfe;e] Ðkl] rFkk vizpyu lEHkkoukvksa dks /;ku esa j[kuk pkfg,A

2. fu.kZ; fLFkfr

(Location-decisions)

fLFkfr fu.kZ; izeq[kr% xksnke O;oLFkk ,oa fcØh dsUæksa dh LFkkiuk ls lEcU/k j[krs gSaA bu fu.kZ;ksa ds ewy esa Hkh ;gh ckrgksrh gS fd xzkgdksa dks eky dh lqiqnZxh 'kh?kzkfr'kh?kz U;wure O;;ksa ,oa lqfo/kkvksa ds lkFk dh tk ldsA xzkgd Lo;a Hkhxksnkeksa vFkok fcØh dsUæksa ij vklkuh ls igq¡p ldsA xksnke lEcU/kh fu.kZ; ysrs le; ;g fopkj djuk t:jh gksrk gSfd laLFkk fdrus xksnke] dgk¡ vkSj fdlds LokfeRok/khu j[kuk pkgrh gSA xksnkeksa dh la[;k laLFkk ds cktkjksa dh HkkSxksfydlhek ds foLrkj ij fuHkZj djrh gSA tgk¡ vf/kd xzkgd gksa] xksnke muds ikl gksus pkfg,A ;fn nks 'kgjksa&t;iqj ,oa fnYyhesa dksbZ oLrq,¡ lokZf/kd fcdrh gS rks xksnke nksuksa 'kgjksa ds chp j[ks tkus pkfg,A xksnkeksa dh fLFkfr ij fopkj djrs le;rhu fodYiksa ij lksp&fopkj djuk Js;Ldj gksrk gS&(i) xksnke (warehouse) QSDVªh ds Hkhrj gks ;k ikl ds fdlh dsUæh;LFkku ij] (ii) dbZ forj.k LFkkuksa ij gks ;k (iii) dqNsd izeq[k forj.k LFkkuksa ijA xksnkeksa ds ckjs esa fu.kZ; ysrs le; ;gfu.kZ; Hkh fy;k tkuk pkfg, fd laLFkk futh Hk.Mkjksa dk ç;ksx djsxh] ;k lkoZtfud Hk.Mkjksa dk] ;k ljdkjh Hk.Mkjksadk] cU/kd Hk.Mkjksa dk] ;k 'khr Hk.Mkjksa dkA

fcØh dsUæksa lEcU/kh fu.kZ; ysrs le; ;g r; djuk gksrk gS fd QqVdj ,oa Fkksd fcØh dsUæ izeq[k cktkjksa esa gksaxs ;kmuds vklikl LFkkfir fd;s tk;saxs\ QqVdj fcØh dsUæksa dh LFkkiuk djrs le; lkekU; ,oa fof'k"V LFkkuksa dk p;ulko/kkuh ds lkFk fd;k tkuk pkfg,A lkekU; LFkku dk p;u djrs le; lEHkkfor ykHkktZu dks /;ku esa j[kuk pkfg,rFkk ml lkekU; LFkku] tks fd ,d uxj] egkuxj] ;k dksbZ 'kgj ;k xk¡o gks ldrk gS] ij fof'k"V fcØh dsUæksa dh LFkkiukdgk¡ gks] ;g fu.kZ; ysrs le; xzkgd&lqfo/kkvksa] ;krk;kr lk/kuksa&lqfo/kkvksa] vFkok oLrq fo'ks"k ds fy, izfl) cktkjksa vkfnckrksa dks /;ku esa j[kuk pkfg,A

foi.ku ds fl)kUr248

3. ifjogu fu.kZ;

(Transportation Decisions)

ifjogu LFkku mi;ksfxrk dk ltu djrk gS vkSj miHkksx ds le; dks izHkkfor djrk gSA ifjogu lEcU/kh fu.kZ; ysrsle; LVkWd ,oa Hk.Mkj ;k xksnke fLFkfr;ksa dks /;ku esa j[kuk t:jh gksrk gSA blds vfrfjDr eky dh lqiqnZxh lgh le;ij lgh le; esa] lgh gkyr esa] U;wure ykxrksa ij djus ds fy, ifjogu lEcU/kh lqfo/kkvksa ,oa lk/kuksa ij LokfeRo fdldkgks] bl ij Hkh fopkj fd;k tkuk t:jh gksrk gSA bl nf"V ls D;k Lo;a ds ifjogu lk/ku gksus pkfg, ;k ifCyd lkèkuksadk iz;ksx fd;k tkuk pkfg,] ;g fu.kZ; vDlj cM+h&cM+h laLFkkvksa dks ysuk iM+rk gSA ifjogu fu.kZ; ysrs le; ;g r;djuk iM+rk gS fd jsy] lM+d] ok;q] vFkok ty ekxZ ls eky igq¡pk;k tk;sA ifjogu lk/ku dk p;u xzkgd&vkns'k&iw£resa yxus okys le; rFkk HkkM+s dh jkf'k dks /;ku esa j[k dj fd;k tkuk pkfg,A

4. lkexzh gLFku fu.kZ;

(Materials Handling Decisions)

lkexzh gLFku lEcU/kh fu.kZ; ysrs le; izcU/kdksa dks lkexzh lqj{kk] gLFku O;;ksa] gLFku esa yxus okys le;] isdst fMtk;u]mBkus ;k j[kus esa lqfo/kk vkfn vusd ckrksa dks /;ku esa j[kuk pkfg,A vk/kqfud rduhdksa ,oa midj.kksa ds iz;ksx ds tfj;sgLFku vko';drk ,oa ykxr dks de ls de fd;k tkuk pkfg,A

5. vkns'k lEcU/kh fu.kZ;

(Decisions Relating to Orders)

bu fu.kZ;ksa esa eq[;r% vkns'k vkdkj rFkk vkns'k iw£r fof/k lEcU/kh fu.kZ;ksa dks lfEefyr fd;k tkrk gSA vkns'k vkdkjlEcU/kh fu.kZ; ifjogu lk/ku] ifjogu ykxr] foØ; NwVksa vkfn dks izHkkfor djrs gSaA vkns'k iw£r lEcU/kh fu.kZ; bl ckrls lEcU/k j[krs gSa fd vknsf'kr eky mfpr le; esa xzkgdksa rd igq¡p tk;s rkfd laLFkk dh [;kfr esa of) gks lds vkSjizfrLi/khZ laLFkk,¡ gekjh vksj lqiqnZxh esa gksus okys foyEc dk ykHk u mBk ldsaA

249foi.ku lapkj lafeJ ;k lao/kZu lafeJ

v/;k;&15

foi.ku lapkj lafeJ ;k lao/kZu lafeJ(Marketing Communication Mix Or Promotion

Mix)

^foi.ku lapkj* ls vk'k; mu lapkjksa ls gS tks fd mRikndksa] fuekZrkvksa] Fkksd O;kikfj;ksa] QqVdj O;kikfj;ksa] ,stsfUl;ksa ,oamiHkksDrkvksa ds e/; oLrqvksa vkSj lsokvksa ds foi.ku gsrq lEiUu fd;s tkrs gSaA foi.ku lapkjksa dk izeq[k dk;Z O;fDr;ksa vFkoky{; cktkjksa dks leLr vko';d tkudkjh miyC/k djkuk gksrk gS] ftlls oLrqvksa ,oa lsokvksa ds foi.kkFkZ vuqdwyokrkoj.k mRiUu gks ldsA fofy;e ystj fy[krs gSa fd foi.ku lapkj pkj izcU/kdh; mís';ksa dh iw£r djrs gSa&(i) fuekZrkvksaizeq[kr% forjdksa ,oa miHkksDrkvksa ds chp dh nwjh dks ikVuk( (ii) laLFkk dh lao)ZukRed fØ;kvksa dks lefUor djuk((iii) foi.ku iz.kkyh dks xzkgdksa ,oa miHkksDrkvksa dh vko';drkvksa ds vuqdwy lek;ksftr djuk( rFkk (iv) mRiknksa dksxzkgd&t:jrksa ds vuqdwy cukukA1 orZeku esa] bu mís';ksa dh iw£r lUrqfyr] lefUor ,oa lqxzafFkr :i ls djus gsrq^foi.ku&lapkj lafeJ* fopkj/kkjk ds vuqlj.k ij cy fn;k tkus yxk gSA vusd fo}kuksa esa ^foi.ku lapkj lafeJ* dsLFkku ij lao/kZu lafeJ* in dk Hkh mi;ksx fd;k gSA oLrqr% ^lapkj lafeJ* ^lao/kZu lafeJ* dk vR;k/kqfud ukegS2] tks dkQh O;kid gSA

^foi.ku lapkj lafeJ* laLFkk dh lok±xh.k foi.ku jhfr&uhfr dks izHkkoh <ax ls ykxw djus esa izcU/kdksa dh lgk;rk djrkgSA fczUd ,oa dsyh ds vuqlkj] lao/kZu lafeJ* O;fDr;ksa vkSj iz.kkfy;ksa dks bl izdkj cukus ,oa izHkkfor djus dk dk;Zdjrk gS] rkfd muds vknku (Inputs), Ø;&izfØ;k;sa] miHkksx&Lrj ,oa iznku (Outputs) ifjo£rr gks ldsA3 fofy;eystj Hkh fy[krs gSa fd lEo)Zu ds tfj;s ,d dEiuh cktkj vFkok foi.ku&vUrtkZy ds la?kVdksa dks míhiu iznku djrhgS vkSj lwpukRed rFkk vuqu;h (Persuasive) lUns'k miyC/k djrh gS rkfd muds O;ogkj dks la'kksf/kr fd;k tk ldsA4

bl izdkj] lao)Zu lafeJ vFkok lapkj lafeJ y{;&cktkjksa rd lUns'k Hkstus vkSj e/;LFkksa rFkk xzkgdksa ds Ø;&O;ogkjksadks laLFkk }kjk foif.kr fd;s tkus okys mRiknksa ds vuqdwy cukus dh fopkj/kkjk gSA fofy;e ts- LVsUVu ds vuqlkj ÞlaoèkZulafeJ oS;fDrd foØ;] foKkiu] foØ; lEo)Zu ,oa vU; lEo)Zu midj.kksa dh og nko&isp iw.kZ la;kstu gS tks foØ;dk;ZØe ds y{;ksa rd igq¡pus esa enn djrk gSAß

^foi.ku lapkj lafeJ* ds la?kVd rÙoksa esa izeq[kr% foKkiu] oS;fDrd foØ;] foØ; lEo)Zu rFkk tu&lEcU/kksa dkslfEefyr fd;k tkrk gSA5 foi.ku lapkj lafeJ* ,oa foi.ku lapkjksa dh izfØ;k dks fuEu fp=k 30.1 }kjk le>k tk ldrkgS%

1 William Lazer, op. cit., 348.


3 Edward L. Brink and William T. Kelley, “The Management of Promotion.” 1963, pp. 15-48.

4 William Lazer, p. 344.

5 ;s la?kVd rÙo foi.ku lapkjksa dh izfØ;k esa lUns'k&izokfgdkvksa dk dk;Z djrs gSaA bUgsa lapkj lk/ku Hkh dgk x;k gSA

foi.ku ds fl)kUr250

foi.ku lapkj lafeJ ds izeq[k la?kVdksa dk foospu fuEukuqlkj gS6&

1- oS;fDrd foØ; (Personal Selling): ôS;fDrd foØ;* foi.ku lapkj lafeJ dk ,d izHkkoh] fdUrq vR;f/kd[kphZyk la?kVd gSA fyilu ,oe~ Mk²yx us fy[kk gS fd oS;fDrd foØ; ds O;;ksa ds vuqeku crykrs gSa fdO;fDrxr foØ; izLrqrhdj.kksa ij leLr lao)Zu O;;ksa dk yxHkx 55% Hkkx O;; gksrk gSA6 brus ij Hkh ;g vU;la?kVdksa dh rqyuk esa izR;{k ,oa vuqu;h lapkjksa ds fy, lokZf/kd mi;qDr ekuk x;k gSA lkekU;r;k] oS;fDrdfoØ; ds vUrxZr Øsrk&foØsrk vkeus&lkeus jg dj okrkZ djrs gSa] ftlls ijLifjd izfrfØ;kvksa dks Hkyh izdkjtkuk tk ldrk gS vkSj lans'kksa dks lek;ksftr fd;k tk ldrk gSA fofy;e ystj Hkh bl la?kVd ds egRo dksLohdkjrs gq, fy[krs gSa fd oS;fDrd foØ; lkSnk djus vFkkZr~ foØ; djus ds pj.k ij lokZf/kd izHkkoh jgrkgSA ;g ykspiw.kZ la?kVd gS] tks f}ekxhZ; lapkj dh O;oLFkk miyC/k djrk gS rkfd fof'k"V foØ;&vko';drkvksads vuqdwy lapkj fd;k tk ldsA7 oS;fDrd foØ; dks ;|fi rqyukRed nf"V ls vkS|ksfxd oLrqvksa ds foi.kuesa vf/kd mi;ksxh ekuk x;k gS] fQj Hkh O;kid iSekus ij vR;f/kd :i ls foKkfir ,oa lao£)r miHkksDrk&oLrqvksads foi.ku esa ;g ,d fof'k"V Hkwfedk fuHkkrk gSA8 bl la?kVd dh lcls izeq[k lhek ;g gS fd vusd ckj ;gykxr vFkok le; ds dkj.k vO;kogkfjd cu tkrk gSA9

2- foKkiu (Advertising): ^foKkiu* foi.ku lapkj lafeJ dk izekfir] vYi lek;ksT; ,oa voS;fDrd lapkjla?kVd gS9] tks O;kid iSekus ij nwj&nwj fc[kjs gq, fo'kky xzkgd&lewg rd foi.ku lans'k igq¡pkrk gSA ;gla?kVd ,dy&ekxhZ; lapkj dh O;oLFkk djrk gSA miHkksDrk&oLrqvksa ds foi.ku esa ;g la?kVd egÙoiw.kZ HkwfedkfuHkkrk gSA oS;fDrd foØ; ij gksus okys O;;ksa dh vis{kk bl la?kVd ij de O;; gksrs gSaA fyilu ,oe~ Mk²yx

5 oS;fDrd foØ;] foØ; lEo)Zu rFkk foKkiu la?kVdksa dk fo'kn foospu blh [k.M ds vxys v/;k;ksa esa fd;k x;k gSA6 Lipson and Darling, op. cit., p. 734.

7 W. Lazer. op. cit., p. 377.

8 Cundiff, Still and Govoni, op. cit., p. 265.

9 W. Lazer, above cited. p. 377.

10 Ibid., p. 352.

fp=k 15.1: foi.ku lapkj lafeJ ,oa lapkj izfØ;k

foØ; laxBu

lans'k çs"k.k okfgdk;sa vFkoklapkj lafeJ la?kVd

foKkiu tu laca/k

oS;fädfoØ;

foØ;lao/kZu

lans'k xzg.k

e/;LFk y{; cktkj [k.MvFkok miHkksDrk

çfrl

aHkj.k

çfrl

aHkj.k


us fy[kk gS fd lapkj lafeJ ij gksus okys dqy O;;ksa dk 40% Hkkx foKkiu ij O;; gksrk gSA11 ;g lapkj la?kVdoS;fDrd foØ; dk iwjd gS vkSj mlds ekxZ dks iz'kLr djrk gSA fofy;e ystj us fy[kk gS fd ÞfoKkiu ,oaoS;fDrd foØ; iwjd vFkok lgk;d :i ls iz;qDr dh tkus okyh cktkj&lapkj fØ;k,¡ gSa] ftudh lkisf{kdHkwfedk dEiuh&mRiknksa] xzkgdksa ,oa cktkjksa ij fuHkZj djrh gSAß12 ,yMjlu us foKkiu ds egÙo dh leh{kkdjrs gq, ;g er O;Dr fd;k gS fd Þfoi.ku ledkyhu laLÑfr dh lajpukvksa dks cnyus dk iz;kl djrk gSvkSj bl mís'; dh iw£r esa foKkiu ,d izkFkfed midj.k gSA----;g Lo;a esa ,d tu&dyk gS-----;g dyk gh ug°]vfirq Hkfo";&n'kZu Hkh gSAß ;g dFku Li"V djrk gS fd foKkiu foi.ku lapkj lafeJ dk ,d 'kfDr'kkyhla?kVd gS tks yksd&vfHk#fp;ksa ds Lrjksa dks izHkkfor djrk gS] Js"B thou ds fopkjksa dks la'kksf/kr djrk gS vkSjlkekftd fu;U=k.k dh laLFkk ds :i esa gekjh thou 'kSfy;ksa dks izHkkfor] ifjo£rr ,oa fu;fU=kr djrk gSA13

;gh dkj.k gS fd foKkiu foi.ku {ks=k esa gh ug°] vfirq ekuo&thou ds leLr {ks=kksa esa lapkj dk izeq[k lk/kucurk tk jgk gSA

3- foØ; lao)Zu (Sales Promotion): foØ; lao)Zu* foi.ku lapkj lafeJ* dk ,d vU; rhljk izeq[k la?kVdgSA bls dqN fo)kuksa us ^fof'k"V lao)Zuksa* (Special Promotions) dk uke Hkh fn;k gS rkfd foKkiu] oS;fDrdfoØ; ,oa ifCyflVh ls bls iFkd~ fd;k tk ldsA 14 foØ; lao)Zu la?kVd foKkiuksa rFkk oS;fDrd foØ;fØ;kvksa dks lefUor rFkk ,dhÑr djrk gS vkSj mUgsa izHkkoh cukus gsrq leFkZu iznku djrk gSA bl la?kVd ijlkekU;r% lapkj lafeJ ij gksus okys dqN O;;ksa dk 4% Hkkx O;; gksrk gSA

fof'k"V lao)Zuksa dks izk;% nks Jsf.k;ksa esa foHkDr fd;k tkrk gS&miHkksDrk lao)Zu ,oa O;kikj lao)ZuA15 miHkksDrklao)Zuksa esa uewuksa] dwiuksa] eqæk&okilh izLrkoksa] dher dVkSfr;ksa] izhfe;eksa] izfr;ksfxrkvksa] Vªs Mx] LVsEiksa] izn'kZuh]esy vkWMZj lao)Zuksa] vkfn dks lfEefyr fd;k tkrk gSA O;kikj lao)Zuksa esa Ø; HkÙkksa] eq¶r uewuksa] okf.kT;&HkÙkksa]lg;ksxh foKkiuksa] O;kikjh foØ; izfr;ksfxrkvksa vkfn dks lfEefyr fd;k tkrk gSA vusd laLFkk,¡ foØ;&'kfDrdks vf/kdkf/kd foØ; dh izsj.kk nsus gsrq cksul] izfr;ksfxrk,¡] jsyht] lHkk,¡ vkfn lao)Zu midj.kksa dk iz;ksxdjus yxh gSaA lao)Zu&midj.kksa ds izHkko rRdky fn[kkbZ nsrs gSa mUgsa ekik Hkh tk ldrk gSA brus ij Hkh bllEcU/k esa i;kZIr 'kks/k&dk;Z ug° gks ik;k gS vkSj u gh fu.kZ;u&ekWMy rS;kj fd;s tk lds gSaA

4- tu lEcU/k (Public Relations): ^tu lEcU/k* foi.ku lapkj lafeJ dk prqFkZ la?kVd gSA bl la?kVd dksîfCyflVh* ds uke ls Hkh tkuk tkrk gSA fdUrq] vusd fuxeksa ds foi.ku vf/kdkfj;ksa us bl la?kVd dks ^ÝhifCyflVh* ekuus dh Hk;adj Hkwy dh gS vkSj orZeku esa Hkh vusd foi.ku vf/kdkjh ;g Hkwy dj jgs gSaA vkFkZjvkj- jksykeu us Li"Vr% ;g er O;Dr fd;k gS fd tu lEcU/k* la?kVd dks Ýh ifCyflVh* ds :i esa LohdkjukvFkok viukuk ,d [krjukd izoapuk gSA17 oLrqr% tu lEcU/k* la?kVd dh mikns;rk dks gkfly djus ds fy,fuxeksa ,oa O;kolkf;d laLFkkvksa }kjk tu lEcU/k foHkkxksa dh LFkkiuk dh tkuh pkfg, vkSj /kukRed :i lsxzkgdksa] lekt] ljdkj] iw£rdrkZvksa] izfr;ksfxrkvksa] deZpkjh la?kksa] tSls egÙoiw.kZ oxks± ds nf"Vdks.kksa dks izHkkfor,oa ifjo£rr fd;k tkuk pkfg,A tu&nf"Vdks.kksa dks izHkkfor djus ,oa cnyus ds fy, O;kolkf;d laLFkkvksads foi.ku vf/kdkfj;ksa }kjk i=k&if=kdk fucU/kksa] lekpkj&dFkkvksa rFkk oS;fDrd lEidks± dk lgkjk fy;k tkukpkfg,A ,slk djus ij u dsoy u;s mRiknksa] uokpkjksa vkfn ds ckjs esa gh turk dks lwfpr fd;k tk ldsxk] cfYd^fo'oluh;rk&nwjh* (Credibility gap) dks Hkh lekIr fd;k tk ldsxkA7 bl nf"V ls tu&lEcU/k foHkkxksa dslapkyu dk Hkkj is'ksoj O;fDr;ksa ds dU/kksa ij Mkyk tkuk pkfg, tks fd tu&lEidZ dh dyk esa fuiq.k gSaA


12 W. Lazer. op. cit., p. 378.

13 Otis Pease, “The Responsibilities of American Advertising,” 1958, p. 3.

14 Lipson and Darling, above cit., p. 739; & Philip Kotler, op. cit., p. 339.

15 John F. Luick and William Lee liegler, “Sales Promotion and Modern Mercehandising.” 1968.

16 Arthur R. Rolaman, “Profitable Public Relations”, 1968. p. 2.

foi.ku ds fl)kUr252

foi.ku esa lapkj lafeJ dk egRo(Importance of Communication Mix in Marketing)

vkt ds ;qx esa tgk¡ viw.kZ izfr;ksfxrk gS ;k oLrq fofHkéhdj.k ds dkj.k ,dkf/kdkj gS( Øsrk ds ikl lwpuk dk vHkko gS(rFkk mldk Lo;a dk O;ogkj vfoosdiw.kZ gS] rks ,slh fLFkfr esa Øsrk dks lwpuk nsus dk dkQh egRo gSA bl egRo dks fuEu?kVdksa us vkSj vf/kd c<+k fn;k gS vkSj ;g vko';d dj fn;k gS fd izorZu lafeJ ;k lapkj izfØ;k vo'; gh viuk;htk;sA ;g ?kVd fuEufyf[kr gSa&

1- izfr;ksfxrk (Competition): vktdy ds ;qx dks izfr;ksfxrk dk ;qx dgk tkrk gS D;ksafd izR;sd {ks=k esaizfr;ksfxrk ik;h tkrh gSA ,d m|ksx nwljs m|ksx ls izfr;ksfxrk djrk gSA ,d gh m|ksx esa cgqr&lh laLFkk,¡gksus ds dkj.k Hkh muesa vkil esa izfr;ksfxrk gksrh gSA bl izfr;ksfxrk dk izorZu ij dkQh izHkko iM+rk gSA

vktdy fuekZrk vko';drk dh iw£r gh ug° djrk cfYd xzkgd ds euksfoKku dh iw£r djrk gSA bl izdkjizfr;ksfxrk ls izHkkodkjh <ax ls fuiVus ds fy, izorZu dh lgk;rk gh ug° ysuh iM+rh gS cfYd ,d mi;qä izorZuizksxzke cukuk iM+rk gSA xzkgdksa dh ek¡x rks lnk gh lqLr jgrh gSA izfr;ksxh fuekZrk dk dke ml ek¡x dks mHkkjuko txkuk gSA bl izdkj izfr;ksfxrk us izorZu dk;ZØe ;k lapkj lfEeJ.k dks viukus ds fy, ck/; dj fn;kgS tks oLrqvksa ds foi.ku esa dkQh lg;ksx iznku djrk gSA

2- mRikndksa vkSj miHkksDrkvksa ds chp vf/kd nwjh (Long distance between Producers and Consumers):

miHkksäk vkSj mRikndksa ds chp nwjh fnu&izfrfnu c<+rh tk jgh gSA izorZu ;k lapkj fØ;k,¡ bu nksuksa dks feykusesa lgk;d gksrh gSaA

3- forj.k ek/;eksa dk fodkl (Development of distribution channels): forj.k ek/;eksa dk fodkl Hkh cgqrvf/kd gqvk gS vkSj fuekZrk rFkk miHkksäk ds chp dbZ dfM+;k¡ vk x;h gSaA vr% fuekZrk ds fy, ;g vko';dgS fd og ,slh uhfr viuk;s ftlls fd mldh lwpuk,¡ le;≤ ij miHkksäk dks gh ug° feyrh jgsa cfYde/;LFkksa dks Hkh feyrh jgsaA ,d fuekZrk Fkksd foØsrk dks lwfpr djrk gS] Fkksd foØsrk QqVdj foØsrk dks vkSjQqVdj foØsrk miHkksäk dksA bl izdkj forj.k ek/;eksa ds fodkl us izorZu o lapkj fØ;kvksa dk egRo c<+kfn;k gSA

4- vk£Fkd eUnh (Economic recession): vk£Fkd txr esa dqN le; ds ckn tc eUnh vkrh gS rks oLrq dh fcØhcgqr de gks tkrh gSA ,slh gkyr esa izorZu o lapkj lqfo/kk,¡ gh foØ; dks cuk;s j[kus esa lgk;d gksrh gSa ftllsfoi.ku fØ;k,¡ pyrh jgrh gSaA

5- mPp thou&Lrj (High standard of living): vf/kd oLrqvksa dks dke esa ykuk gh mPp jgu&lgu ds Lrj dkizrhd gSA izorZu mu oLrqvksa ds ckjs esa lwpuk nsrk gS ftudh tkudkjh miHkksäkvksa dks ug° gSA tc miHkksäkvksadks tkudkjh gks tkrh gS rks os mu oLrqvksa dks Ø; dj ysrs gSa tks muds thou&Lrj dks mPp cukus esa ;ksxnkunsrk gSA

6- jkstxkj (Employment): ;fn oLrqvksa dh ek¡x de gksrh gS rks O;olk; dh izxfr :d tkrh gS vkSj fuekZrkdeZpkfj;ksa dh N¡Vuh djus ds fy, ck/; gks tkrk gSA izorZu ;k lapkj lfEeJ.k foØ; dks cuk;s j[kus esa lgk;dgksrk gS ftlls jkstxkj lqfo/kk,¡ T;ksa&dh&R;ksa cuh jgrh gSa vkSj N¡Vuh djus dh vko';drk ug° gksrh gSA

7- izorZu O;; (Promotional expenses): ,d oLrq ds foi.ku O;; ml oLrq ds mRiknd O;; ls dg° vf/kdgksrs gSaA bu foi.ku O;;ksa esa izorZu O;; Hkh 'kkfey gSaA

izorZu&feJ.k ;k lapkj lfEeJ.k dks izHkkfor djus okys ?kVd(Factors Influencing Promotional Or Communication Mix)

,d fuekZrk dk foØ; izorZu ;k lapkj feJ.k fu.kZ; cgqr&ls ?kVdksa ls izHkkfor gksrk gSA blh izdkj dgk tk ldrk


gS fd ,d fuekZrk ds izorZu <ax fdu ckrksa ls izHkkfor gksrs gSa\ ;g ckrsa fuEufyf[kr gSa&

1- oLrq dk LoHkko (Nature of the product): oLrq dk LoHkko ftl izdkj dk gksxk mlh vuq:i foØ; izorZuo lapkj feJ.k gksxkA blh ckr dks bl izdkj Hkh dg ldrs gSa fd ml oLrq dk LoHkko izorZu&feJ.k dks izHkkfordjrk gSA miHkksäk oLrq o vkS|ksfxd oLrq nksuksa dh uhfr;k¡ vyx&vyx gksrh gSaA ;fn miHkksäk oLrq Hkhlqfoèkkuqlkj ;k lkSns dh oLrq ;k fof'k"V oLrq gS rks Hkh buds izorZu&feJ.k ij izHkko iM+rk gS vkSj os izHkkovyx&vyx gksrs gSaA mnkgj.k ds fy,] ;fn oLrq lqfo/kkuqlkj oLrq gS rks ,slh oLrqvksa ds foØsrkvksa dks fuekZrkds foKkiu o vius Mhyj&izn'kZu ij fuHkZj jguk iM+rk gSA ,slh oLrqvksa esa oS;fäd foØ; dk egRo cgqr degSA bldk dkj.k ;g gS fd ,slh oLrq,¡ cgqr cM+h ek=kk esa csph tkrh gSa vkSj muesa czk.M ds izfr oQknkjh vfèkdgksrh gSA blesa fo'ks"k izn'kZu dh vko';drk ug° gksrh gSA czk.M&oQknkjh fuekZrk foKkiu ls gh cuk;h tk ldrhgS vkSj mlesa dqN ;ksx Mhyj&izn'kZu }kjk Hkh fn;k tk ldrk gSA

nwljh vksj vkS|ksfxd oLrqvksa esa oS;fäd foØ; o izn'kZu dk dkQh egRo gSA blesa rks izn'kZu foØ; ls iwoZ ofoØ; ds ckn Hkh djuk iM+rk gS vkSj lkFk gh foØ;&ds&ckn&lsok Hkh nsuh gksrh gSA vr% oS;fäd foØ; oizn'kZu nksuksa dk dkQh egRo gSA

rhljh vksj ;fn oLrq dPps eky tSlh gS rks blesa oS;fäd foØ; dk ;ksx lokZf/kd gS vkSj foKkiu o izn'kZudh lgk;rk ukeek=k dh gSA bl izdkj oLrq dk LoHkko mlds izorZu&feJ.k dks izHkkfor djrk gSA

2- oLrq dk thou&pØ (Life-cycle of the product): ,d oLrq dk thou&pØ Hkh mlds izorZu&feJ.k ds lEcUèkesa fu.kZ; ysus dks izHkkfor djrk gSA ,d oLrq thou&pØ ftl voLFkk esa gS mlls ;fn og nwljh voLFkk esa tkrkgS rks mldk izorZu&feJ.k gh cny tkrk gSA mnkgj.k ds fy,] ;fn oLrq ifjp; dh fLFkfr esa gS rks mlds lao)Zuij dkQh O;; djuk gksxk] e/;LFkksa dks oLrq j[kus o cspus ds fy, izyksHku nsuk gksxk] o oS;fäd foØ; ij Hkhvf/kd /;ku nsuk gksxkA blds fy, Hkkjh foKkiu djuk gksxkA esys] izn'kZfu;k¡] uqekb'k] vkfn esa izn'kZu Hkh vfèkdmi;ksxh jgsaxsA foKkiuksa esa oLrq ds ckjs esa lwpuk nsuh gksxh fd bl izdkj dh oLrq cudj rS;kj gks x;h gSA

;fn oLrq dk cktkj of) dh voLFkk esa gS rks blesa izfr;ksxh oLrqvksa dh 'kq:vkr gks tk;sxh vkSj u;s&u;s czk.Mlkeus vkus yxsaxsA ,slh fLFkfr esa foØ; lao)Zu feJ.k bl izdkj dk gksxk fd miHkksDrk esa ck.M ds izfr oQknkjhcuk;h tk ldsA vr% oLrq ds xq.kksa dks izdk'k esa ykus dh vko';drk gksxhA blds fy, foKkiu ij vf/kd fuHkZjjguk gksxk vkSj mldk mi;ksx vuqu;&midj.k ds :i esa djuk gksxkA bl izdkj ykHkksa ds fxjus dh lEHkkoukesa foKkiu ij dkQh O;; djuk gksxkA

bl izdkj ;fn oLrq cktkj voufr dh fLFkfr esa gS rks fuekZrk dks viuk izorZu&feJ.k cnyuk iM+rk gSA D;ksafdvoufr dh fLFkfr esa ykHk ds LFkku ij gkfu gksrh gS o oLrq dh ek¡x cgqr vf/kd fxj tkrh gSA vr% fuekZrk oLrqdh lekfIr dk fu.kZ; ysuk iM+rk gS vkSj foØ; lao)Zu cUn dj nsuk iM+rk gSA

3- cktkj dk Lo:i (Nature of the market): fdlh oLrq ds cktkj dk LoHkko mlds lao)Zu ds <ax o mldhlhek dks Hkh izHkkfor djrk gSA ;g izHkko rhu izdkj ls iM+rk gS&(i) xzkgdksa ds izdkj&fdlh oLrq ds xzkgd dbZizdkj ds gksrs gSa ysfdu mudks eq[;r% rhu Jsf.k;ksa esa j[krs gSa&xg&miHkksäk] vkS|ksfxd xzkgd o e/;LFk xzkgdAftl izdkj dk xzkgd gksxk mlh izdkj dk izorZu&feJ.k viuk;k tk;sxkA mnkgj.k ds fy,] ;fn fdlh oLrqds xzkgd xg&miHkksäk gSa rks izorZu izksxzke bl izdkj dk gksxk fd mudks vkd£"kr fd;k tk ldsA blds fy,foKkiu dk Hkjiwj lgkjk ysuk gksxkA ysfdu ;fn oLrq vkS|ksfxd gS rks foKkiu vf/kd dkjxkj ug° gksxk cfYdO;fäxr lEidZ o izn'kZu ykHkdkjh gksxkA blh izdkj ;fn e/;LFkksa dks vkd£"kr djuk gS rks O;fäxr lEidZgh de mi;ksxh gksxkA (ii) HkkSxksfyd {ks=k&;fn fdlh oLrq dk cktkj jk"Vªh; ;k vUrjkZ"Vªh; gS rks mldkizorZu&feJ.k bl izdkj dk ug° gksxk tks ,d LFkkuh; cktkj ds fy, gksrk gSA LFkkuh; cktkj esa O;fäxrlEidZ gksrk gS ysfdu jk"Vªh; ;k vUrjkZ"Vªh; cktkj ds fy, rks foKkiu o vU; lk/kuksa dk lgkjk ysuk iM+rkgSA (iii) cktkj dk dsUæhdj.k&fdlh oLrq ds cktkj dk dsUæhdj.k mldh izorZu uhfr dks izHkkfor djrk gSA

foi.ku ds fl)kUr254

mnkgj.k ds fy,] ;fn fdlh oLrq ds Øsrk ,d LFkku ij dsfUær gSa rks O;fäxr lEidZ fd;k tk ldrk gS ysfdu;fn os fc[kjs gq, gSa rks ;g rjhdk dkjxj fl) ug° gksxk vr% blds fy, vU; rjhdk viukuk gksxkA

4- /ku dh miyC/krk (Availability of funds): fdlh Hkh O;kikj dh of) esa /ku dh miyC/krk ,d egRoiw.kZ ?kVdgSA /ku dh i;kZIrrk ;k lhferrk mlds fodkl ij dkQh izHkko Mkyrh gSA ;fn fdlh fuekZrk ds foÙkh; lkèkui;kZIr gSa rks izorZu ds fofHké lk/kuksa dk lnqi;ksx fd;k tk ldrk gSA blds foijhr] ;fn foÙkh; lk/ku lhfergSa rks izorZu ,d lhek esa gh fd;k tk ldrk gSA

lao)Zu ;k lapkj lafeJ fu/kkZj.k izfØ;k(Promotion or Communication Mix Determination Process)

lao)Zu ;k lapkj lafeJ ds fu/kkZj.k ls vk'k; ;g fuf'pr djus ls gS fd lao)Zu ds la?kVdksa (Components) ds chp dSlkvkuqikfrd la;kstu gks fd foi.ku dk;ZØe okafNr ifj.kke miyC/k dj ldsA lao)Zu lafeJ dk fu/kkZj.k ,d dfBu dk;ZgS D;ksafd la;kstu ls iwoZ lao)Zu la?kVdksa ds la;kstuksa ds izHkkoksa dks ug° ekik tk ldrkA bl dk;Z dks lEiUu djusgsrq fuEu izfØ;k dks viuk;k tkuk pkfg,&

I. lao)Zu dh miyC/k oSdfYid fof/k;ksa ij fopkj djuk

(Considering the Available Alternative Promotional Methods)

lao)Zu lafeJ fu/kkZj.k izfØ;k dk ;g izFke pj.k gSA bl pj.k ij mu leLr miyC/k oSdfYid lao)Zu fof/k;ksa ij fopkjfd;k tkrk gS ftudks la;ksftr djds lao)Zu lafeJ dk fu/kkZj.k djuk gSA O;kolkf;d vuqHko crykrk gS fd foi.kuizcU/kd ftu oSdfYid lao)Zu fof/k;ksa dk iz;ksx dj ldrs gSa muesa oS;fDrd foØ;] foKkiu] foØ; lao)Zu] vk'oklu,oa lsok] izfrLi)hZ cksyh yxkuk] ikjLifjdrk (Reciprocity), tu lEidZ vkfn dks izeq[kr% lfEefyr fd;k tk ldrkgSA

II. lao)Zu fof/k;ksa dks la;ksftr djuk

(Combining the Promotional Methods)

lao)Zu lafeJ fu/kkZj.k izfØ;k dk ;g f}rh; pj.k gSA bl pj.k ij foi.ku izcU/kd lao)Zu lafeJ dk Lo:i fuf'prdjrs gSaA bl dk;Z dks djus gsrq os oSdfYid lao)Zu fof/k;ksa dks vkuqikfrd egRo ds vuqlkj la;ksftr djrs gSaA ,slkla;kstu rHkh fd;k tk ldrk gS tcfd izR;sd lao)Zu la?kVd vFkkZr~ fof/k dh mi;qDrrk ij fopkj fd;k tk;s vkSjvuqdwy fu.kZ; fy;s tk;saA lao)Zu lafeJ ds fofHkUu ?kVdksa esa vkuqikfrd la;kstu djrs le; vFkkZr~ lao)Zu jhfr&uhfrfuf'pr djrs le; izeq[kr% fuEufyf[kr iz'uksa ij fopkj fd;k tkuk pkfg,&

1- oS;fDrd foØ; dc izeq[k la?kVd gksuk pkfg,\&fofy;e ts- LVsUVu ds vuqlkj fuEu voLFkkvksa esa oS;fDrdfoØ; dks izeq[krk nh tkrh pkfg,&

(i) tc dEiuh NksVh gks vFkok foKkiu dk;ZØe dks pykus gsrq i;kZIr /kujkf'k u gksA

(ii) tc cktkj ladsfUær gksA

(iii) tc fo'oklksRifÙk vFkok ?kfu"V lEidZ LFkkiuk gsrq foØsrk ds O;fDrRo dh t:jr gksA

(iv) tc mRikn dk bdkbZ ewY; vf/kd gks] mRikn izn'kZu dh vis{kk j[krk gks] oS;fDrd t:jrksa ds vuqlkjmRikn dks cukuk gks ¼tSls izfrHkwfr;k¡] chek vkfn½ vFkok dHkh&dHkh [kjhnk tkrk gksA

2- foKkiu dc izeq[k la?kVd gksuk pkfg,\&LVsUVu fy[krs gSa fd fuEu voLFkkvksa esa foKkiu dks lao)Zu lafeJesa izeq[krk nh tkuh pkfg,&

(i) tc mRikn dk cktkj O;kid gksA

(ii) tc vusd O;fDr;ksa dks vfr'kh?kz lwfpr djuk gksA


(iii) tc foKkiu volj fo|eku gksA

usby ,p- cksjMu us foKkiu voljksa dh fo|ekurk dh tk¡p gsrq tks ik¡p vk/kkj fn;s gSa] os bl izdkj gSa&

(i) mRikn ds fy, izkFkfed ek¡x izofÙk leFkZudkjh gksuh pkfg,A vFkkZr~ mRikn dh ek¡x of) ij gksuh pkfg,A

(ii) mRikn esa foHksnhdj.k ;ksX;rk gksuh pkfg, rFkk foHksnhdj.k gsrq leqfpr volj gksus pkfg,A

(iii) mRikn esa fNih gqbZ fo'ks"krk;sa gksuh pkfg, rkfd foKkiu ds tfj;s cktkj dks lwfpr ,oa izf'kf{kr fd;ktk ldsA

(iv) 'kfDr'kkyh HkkoukRed Ø;.k&izsj.kk,¡ mRikn ds fy, fo|eku gksuh pkfg,A

(v) dEiuh ds ikl i;kZIr /kujkf'k foKkiu gsrq gksuh pkfg,A

3- QqVdj O;kikjh }kjk lao)Zu iz;Ruksa dks dc izeq[krk nh tkuh pkfg,\&fuEu n'kkvksa esa QqVdj O;kikjh dslao)Zu iz;Ruksa dks izeq[krk nh tkuh pkfg,&

(i) tcfd mRikn mu xq.kksa ls ;qDr gks ftudh igpku Ø; ds le; gh dh tk ldrh gksA

(ii) tcfd mRikn vR;f/kd izekfir gksA

(iii) tcfd mRikn dk Ø; Hkkouko'k fd;k tkrk gksA

(iv) tcfd cktkj bruk lhfer gks fd foKkiu rdZ fujFkZd yxrk gksA

(v) tcfd fuekZrk dh rqyuk esa O;kikjh dh [;kfr ,oa izflf) vf/kd gksA

4- fuekZrk QqVdj O;kikjh lgdkjh foKkiu dks dc izeq[krk nh tkuh pkfg,\&bl lEcU/k esa LVsUVu dk fopkjgS fd fuEu rhu iz'u egÙoiw.kZ gSa ftu ij fpUru fd;k tkuk pkfg, rkfd ;g ekywe gks lds fd fuekZrk QqVdjO;kikjh lgdkjh foKkiu dks dc izeq[krk nh tk;s&

(i) ,d fuekZrk dks vius foKkiuksa esa QqVdj O;kikfj;ksa ds uke irs dc tksM+us pkfg,\

(ii) ,d fuekZrk dks QqVdj O;kikfj;ksa }kjk fd;s tkus okys foKkiuksa esa vius mRiknksa ds uke tksM+us ij dkSu&lhn'kkvksa esa Hkqxrku djuk pkfg,\

(iii) ,d QqVdj O;kikjh dks dc fuekZrk ds mRiknksa dks LVksj&foKkiuksa ;k ltkoV esa LFkku nsuk pkfg,\

izFke iz'u ds mÙkj esa ;g dgk tk ldrk gS fd ;fn fuekZrk p;ukRed vFkok ,dkfUrd (Exclusive)

forj.k uhfr;ksa dks viukrk gks rks fuekZrk dks pkfg, fd vius foKkiuksa esa QqVdj O;kikfj;ksa ds uke&irstksM+uk pkfg, rkfd xzkgdksa dks mRikn dh miyfC/k dk LFkku ekywe gks ldsA

nwljs iz'u ds mÙkj esa ;g dgk tk ldrk gS fd ;fn QqVdj O;kikjh dh mRikn&iafDr ls fuekZrk viusmRikn dks tqM+okuk pkgrk gks ;k QqVdj O;kikjh dh foØ;.k 'kfDr fuekZrk ls vf/kd gks rc fuekZrk dksQqVdj O;kikjh }kjk fd;s x;s foKkiuksa ds O;;ksa dk Hkqxrku djuk pkfg,A

rrh; iz'u ds mÙkj esa ;g dgk tk ldrk gS fd ;fn fuekZrk dk uke vf/kd gks ;k mRikn fuekZrk ds ukels fcdrk gks rks LVksj foKkiuksa ;k ltkoVksa esa fuekZrk ds uke dks LFkku fn;k tkuk pkfg,A

5- D;k QqVdj O;kikj lao)Zu vko';d gS tcfd fuekZrk foKkiu vFkok oS;fDrd foØ; ij cy ns jgkgks\&LVsUVu fy[krs gSa fd fuekZrk }kjk foKkiu vFkok oS;fDrd foØ; ij cy nsus ds ckotwn Hkh QqVdj O;kikjhlao)Zu (Retailer Promotion) vko';d gSA oLrqr% ;g fuekZrk ds foKkiu ,oa oS;fDrd foØ; iz;klksa dks izHkkohcukrk gSA mnkgj.k ds fy, O;kikjh&foKkiu (Dealer Advertising) fuekZrk ds jk"Vªh; foKkiu dk iwjd cutkrk gSA QqVdj O;kikjh lao)Zu LFkkuh; cktkj esa fuekZrk ds izos'k dks lqxe cuk nsrs gSaA QqVdj O;kikjh lao)ZufjekbUMj dk dk;Z djrs gSa vkSj miHkksDrkvksa dh Ø;.k&Hkkouk dks izksRlkfgr djrs gSaA Lo&lsok ds vk/kkj ijpyus okys QqVdj HkUMkjksa esa mRikn dks cspus ds fy, O;kikjh izn'kZu (Dealer Displays) egÙoiw.kZ Hkwfedk fuHkkrsgSaA vr,o QqVdj O;kikjh lao)Zu dks lao)Zu lafeJ esa mi;qDr LFkku ml voLFkk esa Hkh fn;k tkuk pkfg, tcfd

foi.ku ds fl)kUr256

fuekZrk jk"Vªh; foKkiuksa dk lgkjk ys jgk gks vFkok oS;fDrd foØ; ij cy ns jgk gksA

6- D;k QqVdj foØsrk ds fy, foKkiu djuk t:jh gS tcfd og oS;fDrd foØ; ij cy nsrk gks\&bl iz'uds mÙkj ds lEcU/k esa LVsUVu fy[krs gSa fd dqN n'kkvksa esa ml QqVdj foØsrk ds fy, foKkiu dks lao)Zu lafeJesa LFkku nsuk t:jh gS tks fd oS;fDrd foØ; fof/k dks viukrk gSA foKkiu oS;fDrd foØ; dks izHkkoh rFkklqxe cuk;sxk vkSj xzkgdksa dks LVksj rd vkÑ"V djsxkA blds vfrfjDr tks mRikn Å¡ph dher okys gksa vFkokdHkh&dHkh [kjhns tkrs gksa muds foØ; ds fy, fdlh u fdlh lao)Zu iz;Ru dk lEiUu gksuk t:jh gSA blnf"V ls foKkiu vf/kd lg;ksxh gks ldrk gSA

7- D;k ek¡x ds vf/kd gksus vFkok {kerk ls ijs gksus ij Hkh lao)Zu fØ;k,¡ pkyw j[kh tkuh pkfg,\&ml voLFkkesa Hkh tcfd ek¡x iw£r ls vf/kd gks] lao)Zu fØ;kvksa dks pkyw j[kk tkuk pkfg,A dkj.k fd Øsrkvksa dh czkaMfu"Bkcnyrh jgrh gS vkSj u;s Øsrk rHkh izkIr gks ldrs gSa tcfd mudks mRikn dh tkudkjh gksA blds vfrfjDrek¡x ds Hkkjh gksus ij u;s izfrLi/khZ Hkh cktkj esa izos'k djrs gSa vkSj izfrLi/kkZ dk lkeuk djus ds fy, Hkh lao)ZufØ;kvksa dh t:jr gksrh gSA foi.ku izcU/k pkgs rks foKkiu lans'k dks ifjo£rr dj ldrs gSa vkSj laLFkkxr ;kvizR;{k dk;Zokgh foKkiu fof/k dks viuk ldrs gSaA fdUrq fdlh u fdlh :i esa ek¡x ds vf/kd gksus ij HkhfoKkiu vFkok vU; lao)Zu fØ;kvksa dk lg;ksx fy;k tkuk Js;"dj jgrk gSA

III. lao)Zu lafeJ gsrq fofu;kstu djuk

(Making Appropriations for Promotion Mix)

lao)Zu lafeJ fu/kkZj.k izfØ;k dk ;g rrh; pj.k gSA bl pj.k ij lao)Zu lafeJ ij fdruk /ku O;; fd;k tk;sxk]bldk fu/kkZj.k fd;k tkrk gSA ,slk fofu;kstu lao)Zu lafeJ ds Lo:i ij Hkh fuHkZj djrk gS vkSj lao)Zu lafeJ dkLo:i Hkh miyC/k dks"kksa dh ek=kk ls izHkkfor gksrk gSA fdUrq fo}kuksa ,oa vuqHkoh O;fDr;ksa dk fopkj gS fd lao)Zu lafeJds fy, fofu;kstu djrs le; izcU/kd dks pkfg, fd og mRikn ykxrksa ij lao)Zu dk;ZØe ds iM+us okys izHkkoksa dks/;ku esa j[ksA

orZeku esa] vusd dEifu;k¡ vfHkof)r Lrjksa ij lao)Zu fofu;kstu gsrq fo|qr dEI;wVlZ] xf.krh; ekWMYl] lafØ;k vuqlaèkkufof/k;k¡] nh?kZdkyhu ctV vkfn rjhdksa dk iz;ksx djus yxh gSaA brus ij Hkh foi.ku izcU/kdksa dks ;g rF; /;ku esa j[kukpkfg, fd lao)Zu ctV ds ckjs esa fy, tkus okys fu.kZ;ksa esa Hkwy rFkk lq/kkj* (Trial and Error) dk rRo vf/kd jgrk gSAblfy, izcU/kdksa dks pkfg, fd os fofu;kstu djrs le; fuEu lkekU; fu"d"kks± dks vo'; gh /;ku esa j[ksa&

(i) NksVh dEiuh lkekU;r% cM+h dEiuh dh rqyuk esa lao)Zu ij viuh fcØh dk vf/kd Hkkx O;; djrh gSA

(ii) cM+h dEiuh NksVh dEiuh dh rqyuk esa vf/kd :i;k O;; djrh gS vkSj Js"B ifj.kke izkIr djrh gSA

(iii) u;s mRikn LFkkfir mRiknksa dh rqyuk esa vf/kd lao)Zu O;;ksa dh vis{kk j[krs gSaA

(iv) ,d u;h dEiuh iqjkuh dEiuh dh rqyuk esa vf/kd O;; djrh gSA

O;ogkj esa] lao)Zu fofu;kstu gsrq izeq[kr% fuEu fof/k;k¡ dke esa yh tkrh gSa&

1- vk; fof/k (Income Method): bl fof/k dh ekU;rk ;g gS fd laLFkk dh vk; dk ,d fuf'pr izfr'kr Hkkxlao)Zu dk;ZØeksa ij O;; fd;k tkuk pkfg,A bl fof/k esa fcØh ds c<+us ds lkFk&lkFk lao)Zu O;; Hkh c<+rsgSa vkSj fcØh ds de gksus ij lao)Zu O;; Hkh de gksrs pys tkrs gSaA dHkh&dHkh bl fof/k ds vUrxZr foxr ;kHkkoh fcØh dh izfr bdkbZ ds fy, fuf'pr lao)Zu /kujkf'k Hkh r; dh tkrh gSA dqN laLFkk,¡ foxr dh fcØhvFkok vuqekfur Hkkoh fcØh dks /;ku esa j[kdj mudk ,d fuf'pr izfr'kr Hkkx Hkh lao)Zu O;;ksa ds fy, r;djrh gSaA ;g fof/k dkQh ljy gS vkSj izpfyr gSA fdUrq] bl fof/k dk lcls cM+k nks"k ;gh gS fd ;g lEo)ZuO;;ksa dks fcØh dk ifj.kke ekurh gS tcfd fcØh lEo)Zu O;;ksa dk ifj.kke gksrh gSA bl fof/k dk vU; nks"k;g gS fd fxjrh gqbZ fcØh dh voLFkk esa tc vf/kd lEo)Zu iz;Ruksa dh t:jr gksrh gS rc mUgsa de djuk iM+rkgS D;ksafd lEo)Zu ctV vk; ;k fcØh esa deh gksus ds lkFk de gksrk pyk tkrk gSA


(ii) leLr dks"kksa ds iz;ksx dh fof/k (Use All Funds Method): bl fof/k dks lkekU;r;k u;h dEifu;k¡ viukrhgSa vkSj ftruh Hkh /kujkf'k miyC/k gksrh gS mls lEo)Zu iz;Ruksa ij [kpZ djus dh dksf'k'k dh tkrh gSA bl fofèkdks vf/kd Js"B ug° ekuk x;k gS D;ksafd ,d ckj esa gh bruh /kujkf'k [kpZ djuh gksrh gS fd vxys ik¡p o"kks±;k blls Hkh vf/kd dh vof/k ds fy, lEo)Zu ctV cukuk lEHko ug° gks ikrk gSA

(iii) izfrLi/kkZ vuqxeu fof/k (Follow Competition Method): bl fof/k ds vUrxZr lEo)Zu fofu;kstu gsrqmruh /kujkf'k O;; dh tkrh gS ftruh fd izfrLi?khZ dj jgs gSaA bl fof/k dks vPNk ug° ekuk x;k gS D;ksafd;g fof/k laLFkk dh fof'k"V t:jrksa ,oa okrkoj.kkRed fHkUurkvksa dh mis{kk djrh gSA

(iv) dk;Z ;k mís'; fof/k (Task or Objective Method): bl fof/k dks loZJs"B ekuk x;k gSA blesa lEo)Zu O;;ksadk fu/kkZj.k lEo)Zu dk;ZØeksa ds mís';ksa dks /;ku esa j[kdj fd;k tkrk gSA bl fof/k dks 'Build up' fof/k ekuk;xk gSA orZeku esa bl fof/k dks dEifu;k¡ vusd :iksa esa viuk jgh gSaA bl fof/k dks viukus okyh dEifu;k¡ lclsigys lEo)Zu mís'; fuf'pr djrh gSA rnqijkUr dk;ZØe dk fu;kstu djrh gS vkSj vfUrer% ml dk;ZØe dhykxr dh x.kuk djrh gSA ;g ykxr gh lEo)Zu fofu;ksftr ekuk tkrk gSA

lao)Zu lafeJ dk iz;ksx ,oa mldh izHkko'khyrk dk ewY;kadu

(Use of Promotion Mix and Evaluation of its Effectiveness)

lEo)Zu lafeJ fu/kkZj.k izfØ;k dk ;g vfUre pj.k gSA bl pj.k ij foi.ku izcU/k fu/kkZfjr lEo)Zu lafeJ dks fØ;kfUordjds mldh mldh izHkko'khyrk dk ewY;kadu djrs gSa rkfd okafNr la'kks/ku fd;s tk ldsaA fdlh çnÙk lEo)Zu lafJdh çHkko'khyrk dk ewY;kadu djuk dkQh dfBu dk;Z gksrk gSA mnkgj.k ds fy, ;fn dksbZ mRikn ,slk gks ftldh ;wfuVdher T;knk gks vkSj dHkh&dHkh gh mls [kjhnk tkrk gks rks ,sls mRikn ds lEo)Zu gsrq viuk;h x;h lafeJ dhizHkko'khyrk ds ewY;kadu esa dkQh le; yxrk gS vkSj ;g r; djuk dfBu gks tkrk gS fd oS;fDrd foØ; us fcØh esafdruk ;ksxnku fn;k gS vkSj foKkiu vFkok vU; lEo)Zu midj.kksa us fdruk izHkko'khyrk dk ewY;kadu djus ds fy,lEHkor% vuqla/kku fof/k;ksa dk iz;ksx fd;k tkuk pkfg,A

iqufoZyksdu iz'u

1. What do you mean by the "Marketing Communication Communications Mix" Concept? Describe the

main Components of Marketing Communications Mix.

^foØ; lapkj lafeJ* fopkj/kkjk ls vki D;k le>rs gSa\ foi.ku lapkj lafeJ ds izeq[k la?kVdksa dk mYys[kdhft,A

2. Explain the 'Promotion Mix Determination Process' and discuss those factors which effect the Promotion

Mix.

^lao)Zu lafeJ fu/kkZj.k izfØ;k* dks le>kb;s vkSj crkb;s fd lao)Zu lafeJ dks dkSu&dkSu ls ?kVd izHkkfordjrs gSaA

foi.ku ds fl)kUr258

v/;k;&16

foKkiu(Advertising)

foKkiu dk vFkZ ,oa mldh ifjHkk"kk,¡(Meaning and Definitions of Advertising)

vaxzsth Hkk"kk dk Advertising 'kCn ysfVu ds Advertere 'kCn ls mRiUu gqvk gS] ftldk vFkZ eksM+us* (to turn to) ls gksrkgSA O;kolkf;d ykxr esa Advertising 'kCn dk vFkZ xzkgdksa dks fof'k"V oLrqvksa ,oa lsokvksa dh vksj muds ckjs esa tkudkjhnsdj eksM+us ls fy;k tkrk gSA oLrqr% foKkiu ,d ,slh O;kid lapkj fØ;k gS] ftlds }kjk u;s xzkgdksa dk fuekZ.k ,oafo|eku xzkgdksa dks LFkk;h cuk;k tkrk gSA

vusd fo}kuksa us foKkiu ds vFkZ dks Li"V djus ds fy, vusd ifjHkk"kk,¡ nh gSaA dqNsd ifjHkk"kk,¡ bl izdkj gSa%

1- yLdj (Laskar) ds vuqlkj] ÞfoKkiu eqæ.kkRed foØ; dyk gSAß

2- gky (S.R. Hall) ds vuqlkj] ÞfoKkiu fyf[kr] eqfær ;k fpf=kr foØ;&dyk gS vFkok fyf[kr ,oa eqfær 'kCnksa;k fp=kksa ds ek/;e ls lwpuk izlkj.k gSAß

3- lh- ,y- ckW¯yx (C.L. Bolling) ds vuqlkj] ÞfoKkiuksa dks oLrq ;k lsok dh ek¡x mRiUu djus dh dyk dgktk ldrk gSAß1

4- Ýsad izslczh (Frank Presbery) ds vuqlkj] Þeqfær] fyf[kr] ekSf[kd vFkok js[kk&fpf=kr foØ;dyk foKkiugSAß2

5- th- ch- xkbYl (G.B. Giles) ds vuqlkj] ÞfoKkiu lapkj dk og vO;fDrxr Lo:i gS] ftldk y{;vko';dh; :i ls xzkgdksa ,oa lEHkkfor xzkgdksa ¼ftuesa e/;LFk rFkk forj.k dh fofHkUu Ja[kyk;sa Hkh lfEefyrgksrh gSa½ dks igpkuh gqbZ laLFkk] oLrq ;k lsok ds izfr leFkZ izofÙk dks viukus ds fy, izksRlkfgr djuk gSAß 3

6- vesfjdu ekdsZ¯Vx ,lksfl;s'ku ds vuqlkj] ÞfoKkiu ,d vfHkKkr foKkiudrkZ }kjk vO;fDrxr :i lsfopkjksa] oLrqvksa ;k lsokvksa dks izLrqr djus ,oa lEo)Zu djus dk ,slk izk:i gS] ftlds fy, foKkiudrkZ }kjkHkqxrku fd;k tkrk gSAß4

bl ifjHkk"kk dks mÙke ,oa iw.kZ ekuk x;k gSA blds vuqlkj ¼d½ foKkiu ,d voS;fDrd lapkj gSA ¼[k½ foKkiuds fy, foKkiudrkZ dks O;; djuk gksrk gSA ¼x½ foKkiu esa foKkiudrkZ turk ds lEeq[k gksrk gSA

7- LVsUVu (W.J. Stanton) ds vuqlkj] Þos leLr fØ;k;sa foKkiu dgykrh gSa tks fd lewg ds lEeq[k fdlh mRikn]lsok ;k fopkj ds ckjs esa [kqys :i ls voS;fDrd rkSj ij ekSf[kd ;k n';kRed lUns'k ¼ftls foKkfir lUns'k

1 “Advertising can be described as the art of creating a demand for an article or a service.”

—C.L. Bolling

2 “Printed, written, spoken or a graphic salesmanship..........advertising.”

—Frank Presbery

3 G.R. Giles, op. cit., p. 72.

4 “Advertising is and paid form of non-personal presentation and promotion of ideas, goods or services by an identified sponsor.”

—AMA

259foKkiu

Advertisement dgk tkrk gS½ ,d ;k vusd lk/kuksa }kjk izLrqr djrh gS vkSj ftlds fy, vfHkKkr foKkiudrkZ}kjk Hkqxrku fd;k tkrk gSA5

oLrqr% ;g ifjHkk"kk vesfjdu ekdsZ Vx ,lksfl,'ku }kjk nh xbZ ifjHkk"kk ij ,d lq/kkj gSA ;g ifjHkk"kk foKkiu*rFkk foKkiu lUns'k* esa Hkh vUrj Li"V djrh gS tks fd vU; ifjHkk"kk;sa ug° djrh gSaA bl ifjHkk"kk ds vuqlkj‘Advertisement’ foKkiu lUns'k ek=k gksrk gS vkSj ‘Advertising’ lUns'k dks rS;kj djus ,oa okafNr cktkj rdigq¡pkus dh izfØ;k gksrh gSA

ljy 'kCnksa esa foKkiu ewyr% lapkj izfØ;k gS] ftlesa ,d fuf'pr foKkiudrkZ voS;fäd lk/kuksa ,oa lEidks±}kjk turk dks oLrqvksa ,oa lsokvksa ds ckjs esa tkudkjh nsrk gS rFkk mUgsa Ø; djus gsrq izksRlkfgr djrk gSA blizfØ;k dk O;; Hkkj foKkiudrkZ ogu djrk gSA*

foKkiu dh fo'ks"krk,¡(Characteristics of Advertising)

foKkiu dh mi;qZä ifjHkk"kkvksa ds foospu ls Li"V gksrk gS fd foKkiu esa fuEufyf[kr fo'ks"krk,¡ gksrh gSa%

1- O;kid lapkj dk izk:i& foKkiu u dsoy lapkj dk vfirq O;kikj lapkj dk izeq[k izk:i gSA i=k] rkj]VsyhQksu] oS;fäd foØ; vkfn futh ,oa lhfer lapkj ds izk:i gSa fdUrq i=k&if=kdkvksa esa izdkf'kr dgkfu;k¡]Vsyhfotu ij [ksyk x;k ukVd] vkdk'kok.kh ij izlkfjr xhr ,oa Hkk"k.k vkfn O;kid lapkj ds izk:i gSaA

2- voS;fDrd lapkj&foKkiu voS;fDrd lapkj gSa] D;ksafd fn;s tkus okys lUns'k izR;{k :i ls fdlh O;fDr fo'ks"kdks ug° tkrs gSa] vfirq turk ds ,d cM+s oxZ ;k lewg dks fn;s tkrs gSaA

3- iznÙk izk:i&foKkiu dks O;kid voS;fDrd lapkj dk iznÙk izk:i ekuk x;k gS D;ksafd foKkiu dk;ks± ds fy,foKkiudrkZ dks Hkqxrku djuk gksrk gSA bl fo'ks"krk ds dkj.k foKkiu ,oa izdk'ku esa vUrj mRiUu gks tkrkgSA

4- fuf'pr foKkiudrkZ&izR;sd foKkiu dk ,d fuf'pr foKkiudrkZ gksrk gSA foKkiuksa dks ns[kdj] i<+dj ;klqudj mlds foKkiudrkZ dk irk yxk;k tk ldrk gS D;ksafd foKkiu [kqys :i ls fd;s tkrs gSaA ;g fo'ks"krkfoKkiu dks izdk'ku ls vyx djrh gSA

5- foLrr ,oa Li"V vfHkO;fDr &foKkiuksa }kjk turk rd igq¡pk;s tkus okys lUns'k fofo/k jaxksa] 'kCnksa] fp=kksa vkfnls lqlfTtr gksrs gSa ftlls os xzkgdksa dks ,d Li"V ,oa foLrr tkudkjh iznku djrs gSaA blfy, foKkiu dksfoLrr ,oa Li"V vfHkO;fDr dk ek/;e ekuk x;k gSA

6- xzkgd fuekZ.k&foKkiu dk mís'; u;s xzkgdksa dk fuekZ.k djuk ,oa fo|eku xzkgdksa dks LFkk;h cuk;s j[kuk gksrkgSA

7- nSfud O;kolkf;d fØ;k&foKkiu ,d O;kolkf;d fØ;k gS ftls izR;sd O;olk; dks fdlh u fdlh :i esafuR;izfr djuk iM+rk gS rkfd O;olk; c<+k;k tk ldsA

D;k foKkiu oLrqvksa dh ykxr c<+krk gS\(Does Advertising Increase Cost of Products?)

loZlk/kkj.k esa ;g /kkj.kk ?kj dj x;h gS fd foKkiu oLrqvksa dh ykxr c<+krk gSA ftl izdkj xksnke O;;] etnwjh O;;]fcØh O;; oLrq dh ykxr c<+krs gSa mlh izdkj foKkiu O;; Hkh oLrq dh ykxr c<+krs gSa ftldk izHkko vUr esa miHkksäkij iM+rk gSA ;g /kkj.kk mfpr izrhr ug° gksrh gSA O;ogkj esa rks foKkiu O;;ksa ls oLrq dh ykxr esa fuEu izdkj dehvk tkrh gS&

5. W.J. Stanton, p. 377.

foi.ku ds fl)kUr260

1- foKkiu ds dkj.k ek¡x c<+rh gS ftldks iwjk djus ds fy, QSDVjh dks iwjh {kerk ij dk;Z djuk iM+rk gSA bllsizfr bdkbZ ykxr de gks tkrh gSA

2- foKkiu djus ls dqy fcØh c<+rh gS ftlls izfr bdkbZ fcØh O;;ksa esa deh vkrh gSA

3- ek¡x c<+us ds dkj.k mRiknu ogr~ iSekus ij fd;k tkrk gS ftlls fof'k"Vhdj.k dks c<+kok feyrk gSA blls oLrqdh DokfyVh esa lq/kkj gksrk gS rFkk ykxr de gksrh gSA

4- foKkiu ek¡x esa ekSleh deh ds izHkko dks de djus esa lgk;d gksrk gSA blls mRiknu cuk;s j[kus esa vklkuhjgrh gS ftlls izfr bdkbZ ykxr de gh cuh jgrh gSA

5- foKkiu ds dkj.k dPps ,oa iDds eky esa xfr'khyrk cuh jgrh gS ftlls iw¡th dk lnqi;ksx gksrk gS vkSj izfrbdkbZ ykxr de gh cuh jgrh gSA

6- foKkiu djus ls oLrq ds lEcU/k esa fcØh O;;ksa esa deh vkrh gSA xzkgd dks vf/kd nsj rd le>kus dh vko';drkug° jgrh gSA

bl izdkj bu vk/kkjksa ij dgk tk ldrk gS fd foKkiu oLrqvksa dh ykxr esa deh djrk gSA

foKkiu ds mís';(Objectives of Advertising)

orZeku ;qx ÞfoKkiu dk ;qx gSAß foKkiu vk/kqfud O;olk; rFkk okf.kT; dh /kqjh gSA orZeku O;kikj dh thou lathouhHkh foKkiu gh gSA

1- dUolZ] áw th ,oa fepy dh jk; esa] ÞfoKkiu dk mís'; eky] lsokvksa ;k fopkjksa dks lEHkkfor Øsrkvksa ds cM+slewgksa dks cspuk gSAß6

2- b- ,Q- ,y- czhp ds vuqlkj] ÞfoKkiu dk mís'; mRiknu ,oa forj.k dh izfr'kr ykxr esa deh djuk gSAß7

,d foi.ku izcU/kd }kjk foKkiu dk;ZØe cukrs le; igys mís'; fu/kkZfjr fd;s tkrs gSaA ;g mís'; vYidkfyd onh?kZdkfyd nksuksa izdkj ds gks ldrs gSaA lk/kkj.kr;k foKkiu dk nh?kZdkfyd mís'; oLrq dks cspuk o vf/kd ykHk dekukgSA ysfdu ;g mís'; cgqr O;kid gSA vr% foi.ku dk;ZØe esa fof'k"V mís';ksa dh LFkkiuk dh tkrh gSA ;g mís'; foi.kufLFkfr ij vk/kkfjr gksrs gSa ysfdu eq[;r;k foKkiu fuEu mís';ksa dh iw£r gsrq fd;s tkrs gSaA bUg° dks foi.ku mís'; dgrsgSaAß

1- lHkh foØ; dk;Z djuk (To do entire selling job): foKkiu dk mís'; foØ; dk;Z djuk gksrk gSA tSlk fdge ns[krs gSa Mkd }kjk O;kikj esa lHkh dk;Z foKkiu ds }kjk gh fd;k tkrk gSA

2- u;h oLrq dk vkjEHk djuk (To introduce new product): foKkiu dk nwljk mís'; u;h oLrq dh lwpuknsuk gS ftlls fd lEHkkfor xzkgdksa esa psruk vk tk; vkSj os ml oLrq dh czk.M ls ifjfpr gks tk;sa ftlls fdos mldks Ø; dj ldsaA

3- e/;LFkksa dks oLrq cspus ds fy, foo'k djuk (To force middlemen to handle the product): foKkiu dkrhljk mís'; e/;LFk foØsrkvksa dks bl ckr ds fy, foo'k dj nsuk gS fd os ml fuekZrk dh oLrqvksa dks vius;gk¡ foØ; gsrq j[ksa ftudk foKkiu fd;k tk jgk gSA ;g rHkh lEHko gS tcfd xzkgd foKkiuksa ls izHkkfor gksdjml oLrq dks Ø; djus ds fy, mu e/;LFk foØsrkvksa ls iwNrkN djsaA

6. “The purpose of advertising is to sell goods, services of ideas to a large group of prospective purchasers.”

—Converse, Huegy & Mitchell : Elements of Marketing, p. 639.

7. “The purpose of advertising is to reduce percentage cost of production and distribution.”

—E.F.L. Breach

261foKkiu

4- czk.M ojh;rk cukuk (To build brand preference): foKkiu bl mís'; ls Hkh djk;k tk ldrk gS fd czk.Mds izfr ojh;rk cu tk; ftlls fd miHkksäk mlh czk.M dks [kjhns vkSj izfr;ksfx;ksa ds fy, dfBu dj ns fdos viuh oLrqvksa dks csp ldsaA

5- miHkksäkvksa dks ;kn fnykuk (To remind the consumers): foKkiu ds }kjk miHkksäkvksa dks Ø; djus dsfy, ;kn fnyk;k tk ldrk gSA ;g ;kn ckj&ckj foKkiu djkdj fnyk;k tk ldrk gSA

6- ifjorZuksa ds ckjs esa lwfpr djuk (To inform about changes): foKkiu dk mís'; laLFkk dh uhfr;ksa ooLrqvksa esa ifjorZu dh lwpuk nsus dk Hkh gksrk gSA ;g mís'; u;s ekWMy dh lwpuk nsuk] ewY;ksa esa ifjorZuksa dkscrkuk] vkfn ls lEcfU/kr gks ldrs gSA

7- izfr;ksxh foKkiuksa dks izHkkoghu djuk (To neutralize competitors’ advertising): foKkiuksa dk mís';izfr;ksxh laLFkk }kjk fd;s tk jgs foKkiuksa ds izHkkoksa dks 'kwU; djuk Hkh gks ldrk gSA

8- fopkj;qDr Ø; djuk (To provide rationalization for buying): dqN fo}ku dgrs gSa fd Øsrk foosdghugksrk gSA vr% foKkiu dk mís'; Øsrk dks foosd'khy ;k fopkj;qDr cukuk gS ftlls fd og foKkiudrkZ oizfr;ksxh laLFkkvksa dh oLrqvksa esa vUrj dj lds vkSj lcls vPNh oLrq dk pquko dj ldsA

9- Øsrkvksa dks u;s iz;ksxksa dh tkudkjh nsuk (To acquaint buyers with new uses): foKkiu dk mís'; oLrqvksads u;s&u;s iz;ksxksa dh lwpuk nsuk gS ftlls fd Øsrk muls ykHk mBk ldsA

10- e/;LFkksa o foØ;drkZvksa ds uSfrd Lrj dks mBkuk (To improve the morale of dealers and sales-

men): foKkiu dk mís'; e/;LFkksa o foØ;drkZvksa ds uSfrd Lrj dks Å¡pk mBkuk gS ftlls fd os vf/kd foØ;dj ldsaA

foKkiu ds mi;qZDr mís'; viw.kZ gSaA bldks bl izdkj dg ldrs gSa fd foKkiu ds mís'; mi;qZDr fyf[krls dg° vf/kd gksrs gSa tks foi.ku dk;ZØe ij vk/kkfjr gksrs gSaA izks- fofy;e ts- LVk.Vu us foKkiu mís';ksadks nks Hkkxksa esa ck¡Vk gS&,d rks os tks lkekU; gSa vkSj nwljs og tks fof'k"V gSaA lkekU; esa rks os foØ; dks j[krsgSa ysfdu fof'k"V esa (1) oS;fDrd foØ; dk;ZØe esa lgk;rk djuk( (2) Mhyj lEcU/k lq/kkjuk( (3) u;h oLrq;k ewY; lwph izLrqr djuk( (4) vlH; O;fDr;ksa rd igq¡puk( (5) u;s HkkSxksfyd cktkj esa izos'k djuk( (6) m|ksxdh fcØh c<+kuk( (7) oLrq ds iz;ksxksa esa of) djuk( (8) laLFkk dh lk[k c<+kuk( (9) LFkkukié oLrqvksa dk eqdkcykdjuk j[krs gSaA

bl izdkj ge bl fu.kZ; ij vkrs gSa fd foKkiu ds mís'; cgqr ls gSa ysfdu eq[; :i ls foØ; of) djuk]lwpuk nsuk o ykHk c<+kuk gh gSaA

foKkiu ds izdkj(Types of Advertising)

lkekU;rk foKkiu dks vxzfyf[kr oxks± esa foHkDr fd;k tk ldrk gSA

I. oLrqxr ,oa laLFkkxr foKkiu

(Product and Institutional Advertising)

¼v½ oLrqxr foKkiu ,d ,slk foKkiu gksrk gS ftlesa foKkiudrkZ cktkj dks mldh oLrqvksa ;k lsokvksa ds ckjs esalwpuk nsrk gS ftlls fd ml oLrq fo'ks"k ;k lsok dh fcØh c<+ lds vFkok czkUM dh [;kfr c<+ ldsA mnkgj.kkFkZîzsfLVt dqdj* dk foKkiu oLrqxr foKkiu gS D;ksafd ;g izsfLVt dqdj* dh fcØh dks c<+kus ds fy, fd;k x;kgSA oLrqxr foKkiu fuEu Hkkxksa esa foHkDr fd;s tk ldrs gSa%

1- izR;{kdk;Z ,oa vizR;{kdk;Z foKkiu (Direct Action and Indirect Action Advertising): izR;{k dk;ZfoKkiu og foKkiu gS ftlesa foKkiudrkZ foKkiu ikBdksa esa 'kh?kz izR;qÙkj izkIr djus dh bPNk j[krk

foi.ku ds fl)kUr262

gSA bl mís'; dh iw£r ds fy, foKkiuksa esa dwiu vkfn ns fn;s tkrs gSa ftUgsa foKkiu ikBdksa ls Hkjokdje¡xok;k tkrk gSA vizR;{k dk;Z foKkiu og foKkiu gS ftlesa foKkiudrkZ foKkiu&ikBdksa dks mldhoLrqvksa dk LFkkbZ xzkgd cukus ,oa oLrqvksa dh ek¡x c<+kus dh bPNk j[krk gSA mnkgj.kkFkZ vkids cky js'ketSls eqyk;e gks tk;saxs] ckyksa ds laj{k.k dk vk/kqfud lk/ku] fo'oHkj esa lkSUn;Z dk izrhd u;k ^gsyksdkLesfVd 'kSEiw* vizR;{k dk;Z foKkiu gS tks oLrqvksa ds xq.kksa ds ckjs ls lwpuk nsrs gSa vkSj nh?kZdky esa tkdjØ; gsrq xzkgdksa dks izksRlfgr djrs gSaA

2- izkFkfed ,oa p;ukRed foKkiu (Primary and Selective Advertising): izkFkfed foKkiu ogfoKkiu gksrk gS tks lkekU; rkSj ij oLrq dh ek¡x esa of) djrk gS tSls% VSjhu fefJr diM+s O;fDrRo dksvkd"kZd cukrs gSaA* ;g foKkiu fdlh fof'k"V fey ds cus lwrh diM+ksa dk foKkiu u djds lkekU;r;klwrh diM+ksa dh ek¡x dks c<+krk gSA p;ukRed foKkiu og foKkiu gS tks fd fof'k"V oLrq dh ek¡x esa of)djrk gS] tSls vki dSls fn[kuk pkgrs gSa ;g fcUuh le>rh gSA fcUuh vkids fy, is'k djrh gS ukuk izdkjds eksgd Vsjhu fefJr diM+s ftlls vki volj ds vuqdwy ifj/kku igu ldsa] [kklrkSj ls vfoLej.kh;voljksa ijA* ;g p;ukRed foKkiu gS tks fcUuh ds Vsjhu fefJr diM+ksa dh ek¡x esa of) djrk gSA

¼c½ laLFkkxr foKkiu ,d ,slk foKkiu gksrk gS tks foØsrk&laLFkk dh [;kfr dks c<+kus ds fy, fd;k tkrk gSA ,slsfoKkiu dk mís'; fdlh fof'k"V oLrq ;k lsok dks cspuk ug° gksrk gS] cfYd laLFkk dh tu&[;kfr dks Å¡pk djukgksrk gSA mnkgj.kkFkZ] Hkkjr gsoh bysfVªdYl xoZ ds lkFk viuh 22 djksM+ #i;s dh Hkwy ?kksf"kr dj jgs gSaA ,slsfoKkiu ds lkFk tc Hkkjr gSoh bysfDVªdYl fyfeVsM viuh izxfr dk o.kZu ¼o"kZ 1973&74 dh izxfr½ djrkgS rks bls laLFkkxr foKkiu dgk tkrk gSA ,sls foKkiu ,d laLFkk }kjk cuk, tkus okys mRiknksa dh fcØh esavizR;{k :i ls of) djrs gSaA ;s foKkiu laLFkk dh uhfr;ksa ds ckjs esa O;kikfj;ksa rFkk xzkgdksa dks lwpuk,¡ nsrsgSaA

II. jk"Vªh; ,oa LFkkuh; foKkiu

(National and Local Advertising)

¼v½ jk"Vªh; foKkiu os foKkiu gSa tks fd mRikndksa] Fkksd O;kikfj;ksa ,oa vU; fuekZ.kdrkZvksa }kjk jk"Vªh; Lrj ijfd;s tkrs gSaA ,sls foKkiu oLrq fo'ks"k dh ek¡x dks mRiUu djus ,oa e/;LFkksa dh lsok;sa izkIr djus ds fd;s tkrsgSaA ;s LFkku fo'ks"k ij /;ku ug° nsrs gSa cfYd oLrq ij /;ku nsrs gSaA budk dk;Z ;g ns[kuk ug° gksrk gS fd oLrq;sadkSu ls LFkku ij csph tk jgh gSa] vfirq budk dk;Z rks oLrq ds foØ; dks c<+kuk gksrk gSA ;fn mRiknd vkfnfdlh ,d 'kgj esa Hkh foKkiu djrk gS rks ;g jk"Vªh; foKkiu dgykrk gSA

¼c½ blds foijhr LFkkuh; foKkiu os foKkiu gSa tks fd LFkkuh; foØsrkvksa }kjk lkekU;r;k QqVdj O;kikfj;ksa }kjkLFkkuh; lekpkj i=kksa ;k vU; ek/;eksa ls fd, tkrs gSaA budk mís'; oLrqvksa dh miyfC/k ds LFkku fo'ks"k ds ckjsesa lwpuk nsuk gksrk gSA ;s foKkiu fdlh fo'ks"k czkUM vkfn ij tksj ug° nsrs gSaA

III. miHkksDrk ,oa vkS|ksfxd foKkiu

(Consumer and Industrial Advertising)

¼v½ miHkksDrk foKkiu os foKkiu gSa tks miHkksDrk oLrqvksa ds ckjs esa miHkksDrkvksa ds fgrksa ds fy, fd, tkrs gSaAfoKkiuksa dk ,d cM+k Hkkx bUg° foKkiuksa dk gksrk gSA

¼c½ vkS|ksfxd foKkiu os foKkiu gksrs gSa tks vkS|ksfxd oLrqvksa ds ckjs esa vkS|ksfxd iz;ksDrkvksa (Industrial users)

ds fgrksa ds fy, fd;s tkrs gSaA dqN fo}ku bUgsa O;kikfjd foKkiu Hkh dgrs gSa tks O;kikj djus okyh laLFkkvksadks eky [kjhnus ds fy, izsfjr djrs gSaA ,sls foKkiuksa esa Ñf"k foKkiuksa] O;kikj foKkiuksa vkfn dks lfEefyrfd;k tk ldrk gSA

263foKkiu

IV. fuekZrk] mRiknd] e/;LFk ,oa QqVdj O;kikjh foKkiu

(Manufacturers, Producers, Middlemen and Retailers Advertising)

tks foKkiu fuekZrkvksa }kjk fd;k tkrk gS mls fuekZrk foKkiu ;k jk"Vªh; foKkiu dgk tkrk gSA tks foKkiu mRikndksa}kjk fd;k tkrk gS mls mRikndksa }kjk fd;k x;k foKkiu dgk tkrk gSA ;g foKkiu Hkh jk"Vªh; foKkiu dgykrk gSAe/;LFkksa }kjk fd;k x;k foKkiu e/;LFk foKkiu dgykrk gSA ,slk foKkiu jk"Vªh; ,oa LFkkuh; gks ldrk gSA QqVdjO;kikfj;ksa }kjk fd;k x;k foKkiu QqVdj O;kikfjd foKkiu dgykrk gSA ;g LFkkuh; foKkiu dgykrk gSA

V. lgdkjh foKkiu

(Cooperative Advertising)

lgdkjh foKkiu og foKkiu gS tks fd LFkkuh; Lrj ij QqVdj O;kikfj;ksa }kjk jk"Vªh; Lrj ij foKkfir oLrq dsizpkj&izlkj ds fy, fd;k tkrk gS vkSj ftldk O;; jk"Vªh; Lrj ds foKkiu ,oa LFkkuh; foKkiu }kjk ogu fd;k tkrkgSA oLrqr% lg;ksxh vk/kkj ij fd;s x;s foKkiu lgdkjh foKkiu dgykrs gSaA ;s nks rjg ds gks ldrs gSaA çFke {kSfrtlgdkjh foKkiu ,oa f}rh; yEcor~ lgdkjh foKkiuA {kSfrt lgdkjh foKkiu (Horizontal Cooperative Advertising)

,slk foKkiu gS ftlesa ,d leku oLrq ds fuekZrk ,oa mRiknd feydj foKkiu djrs gSaA Indian Tea Board ,oaAssociates Cement Company }kjk fn;s x;s foKkiu {kSfrt foKkiu ds mnkgj.k gSaA yEcor~ lgdkjh foKkiu(Vertical Co-operative Advertising) os foKkiu gSa tks fd oLrqvksa ds fuekZrkvksa ,oa QqVdj O;kikfj;ksa ds }kjk lg;ksxhvk/kkj ij fd;s tkrs gSaA yEcor lgdkjh foKkiuksa dks gh ik'pkR; fo}ku lgdkjh foKkiu ekurs gSa tks fd Bhd ug°D;ksafd blls lgdkfjrk dk {ks=k lhfer gks tkrk gSA

VI. vUos"kd rFkk fLFkjdrkZ foKkiu

(Pioneering and Sustaining Advertising)

tks foKkiu fdlh oLrq ds fy, u;s cktkj dk fuekZ.k djrs gSa mUgsa vUos"kd foKkiu dgk tkrk gS tSls Hkkjr esa Vsyhfotudh ek¡x mRiUu djus okys foKkiuA tks foKkiu igys ls gh izpfyr oLrq dh ek¡x dks fLFkj cuk;s j[kus ds fy, fd;stkrs gSa os fLFkjdrkZ foKkiu dgykrs gSaA

VII. /kDdk ,oa [k°p foKkiu

(Push and Pull Advertising)

tks foKkiu e/;LFkksa dks eky Ø; djus ds fy, fd;s tkrs gSa] mUgsa /kDdk* foKkiu dgk tkrk gS vkSj tks foKkiu xzkgdksadks eky Ø; djus ds fy, fd;s tkrs gSa] mUgsa ^[k°p* foKkiu dgk tkrk gSA

foKkiu ds ykHk ,oa egRo(Advantages and Importance of Advertising)

vkt ds le; esa foKkiu ls lekt ds fHkUu oxks± dks vusdksa ykHk izkIr gksrs gSaA blhfy, vk/kqfud ;qx foKkiu ;qx dgykrkgSA okVlu us Bhd gh dgk gS fd ge tgk¡ dg° gSa] foKkiu gekjs lkFk gSaA (Wherever we are, Advertising is with

us) baXySaM ds HkwriwoZ iz/kkuea=kh fofy;e XySMLVksu us dgk Fkk fd ÞO;olk; ds fy, foKkiu dk ogh egRo gS tks m|ksxesa Hkki 'kfDr ;k pkyu'kfDr dk gSAß (Advertising is to business what steam is to industry propelling power) foKkiu,oa izdk'ku dk nkok gS fd ÞeSa orZeku dh vkokt gwaA Hkfo"; dk cuk gwa rFkk Hkwrdky ds vkoj.k dk ruk gwaA eSa 'kkafr,oa ;q) nksuksa dh dfBukb;ka leku :i ls crkrk gwaA eSa izdk'k] Kku rFkk 'kfDr gwaAß

foKkiu ds ykHkksa dks ge fuEu pkj Hkkxksa esa ckaVdj v/;;u dj ldrs gSa&

foi.ku ds fl)kUr264

foKkiu ds ykHk (Advantages of Advertising)

mRikndksa dks ykHk miHkksDrkvksa dks ykHk(Advantages to Producers (Advantages to Consumers)

or Manufacturers)

1- izfrLi/kkZ esa lQyrk 1- Kkuo)Zu

2- e/;LFkksa dh lqfo/kk 2- mRikn ds pquko esa lqfo/kk

3- cM+s iSekus dh ferO;;rk 3- jgu&lgu ds Lrj esa of)

4- [;kfr esa of) 4- dherksa dh tkudkjh

5- foØ;drkZvksa ds dk;Z esa ljyrk 5- rqyukRed v/;;u

6- ekax esa of) 6- vko';d ckrksa dk Lej.k djuk

7- mRikn esa ifjorZu dh lwpuk

e/;LFkksa dks ykHk lekt dks ykHk(Advantages to Middlemen) (Advantages to Society)

1- foØ; esa lqfo/kk 1- vusd O;fDr;ksa dh thfodk

2- thfodk dk LFkk;h lk/ku 2- lekt ds jgu&lgu ds Lrj esa of)

3- foØsrkvksa dks leFkZu ,oa izksRlkgu 3- lekpkj i=kksa dh vk; esa of)

4- fcØh esa of) 4- lH;rk dk fodkl

5- xzkgdksa dh lwpuk,a 5- ns'k dk vk£Fkd fodkl

I. mRikndksa dks ykHk

(Advantages to Producers)

1- izfrLi/kkZ esa lQyrk (Success in Competition): foKkiu ds dkj.k gh fuekZrk ;k mRikn izfrLi/kkZ esalQyrk izkIr dj ldrk gSA lkewfgd foKkiu vLoLFk izfrLi/kkZ dk fouk'k djrk gS vkSj foKkiu O;;ksa esa cprdjrk gSA

2- e/;LFkksa dh lqfo/kk (Convenience of Middlemen): foKkiu ls fuekZrk ;k mRiknd dks e/;LFk fey tkrsgSa tks oLrq dks viuh nqdku ij cspus gsrq j[kus dks rS;kj gks tkrs gSaA

3- cM+s iSekus dh ferO;;rk (Large Scale Economies): foKkiu ds }kjk oLrq dh ek¡x c<+ tkrh gSA ftllsmRiknd dks mldh iw£r gsrq vius fuekZ.k dk;Z dks cM+s iSekus ij djuk iM+rk gSA Qyr% cM+s iSekus ds fuekZ.kds lHkh ykHk mRiknd dks fey tkrs gSa tSls mRiknu ykxr esa deh] vk/kqfud e'khuksa dk iz;ksx vkfnA

4- [;kfr esa of) (Increase in Goodwill): foKkiu mRiknd dh [;kfr esa of) djrk gSA blds dbZ ToyUrmnkgj.k gSa tSls fgUnqLrku yhoj daiuh dh [;kfr mlds lkcqu ,oa MkyMk ?kh us cuk;h gSA fQfyIl daiuh dh[;kfr mlds jsfM;ks o cYcksa us cuk;h gSA

5- foØ;drkZvksa ds dk;Z esa enn (Help in Salesmen’s Work): ftu oLrqvksa dk foKkiu gksrk gS mu oLrqvksads foØsrkvksa dks oLrq ds laca/k esa xzkgdksa dks tkudkjh nsus dk dk;Z vklku gks tkrk gS vkSj lkFk gh vf/kd fcØhdj fuekZrk dks ykHk igqapkrs gSaA

265foKkiu

6- ek¡x esa of) (Increase in Demand): foKkiu ls fuekZrkvksa dks ,d ykHk ;g gS fd blls oLrq dh ek¡x esaof) gks tkrh gSA blfy, cVZu us fy[kk gS fd ÞfoKkiu yxkrkj ek¡x dk ltu djus esa lgk;rk djrk gSAß

7- mRiknksa ds ifjorZuksa dh lwpuk (Information about Changes in Product): foKkiu ek/;e ls fuekZrk }kjkmRiknksa esa fd;s x;s ifjorZuksa dh lwpuk cgqr de O;; esa rFkk 'kh?kzrkiwoZd nh tk ldrh gSA

II. miHkksDrkvksa dks ykHk

(Advantages to Consumers)

1- Kkuo)Zd (Increase in Knowledge): foKkiu miHkksDrkvksa ds Kku esa of) dj miHkksDrk dks ykHk igqapkrkgSA foKkiu oLrqvksa ds fofHkUu iz;ksxksa dh tkudkjh nsrk gS ftlls miHkksDrk ds Kku esa of) gksrh gSA

2- mRikn ds pquko esa lqfo/kk (Convenience in Choosing a Product): foKkiu miHkksDrk dks oLrq dk pqukodjus esa lqfo/kk iznku djrk gS vkSj le; dh cpr djrk gSA

3- jgu&lgu ds Lrj esa of) (Increase in Standard of Living): foKkiu miHkksDrk ds jgu&lgu ds Lrj esaof) djrk gSA foKkiu miHkksDrk dks vf/kd oLrqvksa ds iz;ksx dks izsfjr djrk gSA ,d O;fDr ftruh vf/kdoLrqvksa dk mi;ksx djrk gS mldk Lrj mruk gh Åapk ekuk tkrk gSA

4- dherksa dh tkudkjh (Information about Prices): lk/kkj.kr;k foKkiu esa mRiknksa dh dhersa nh jgrh gSaftlls miHkksDrk dks muds ewY;ksa dh tkudkjh gks tkrh gS mUgsa /kks[kk ug° fn;k tk ldrk gSA

5- rqyukRed v/;;u (Comparative Study): miHkksDrk ?kj ij cSBs gh foKkiuksa ds vk/kkj ij mRiknksa dkrqyukRed v/;;u dj ldrk gS vkSj mÙke mRikn dks Ø; djus dk fu.kZ; ys ldrk gSA

6- vko';d ckrksa dk Lej.k djuk (Reminds about Essential Things): foKkiu ckj&ckj fd;k tkrk gSvr% og miHkksDrk dks vko';d ckrksa dk ckj&ckj Lej.k djkrk jgrk gS tSls VwFk isLV dk foKkiu nkarksa dhlQkbZ ds fy, ;kn fnykrk gSA

III. e/;LFkksa dks ykHk

(Advantages to Middlemen)

1- foØ; esa lqfo/kk (Convenience in Selling): ftu mRiknksa dk foKkiu fuekZrk }kjk fd;k tkrk gS mudk iqu%foKkiu e/;LFkksa ds fy, djuk vko';d ug° gSA mu oLrqvksa ds fy, rks Øsrk Lor% gh vkrs gSa vkSj ,sls Øsrkvksadks vf/kd le>kus dh Hkh vko';drk ug° gksrh gSA vr% muds fy, foØ; lqfo/kktud gks tkrk gSA

2- thfodk dk LFkk;h lk/ku (Stable Means of Livelihood): foKkiu dh ekax esa LFkkf;Ro vk tkrk gS vkSjmRikn ds Øsrk iwjs o"kZ Hkj feyrs jgrs gSa ftldk ifj.kke ;g gksrk gS fd e/;LFkksa dh thfodk dk LFkk;h lkèkugks tkrk gSA

3- foØsrkvksa dks leFkZu ,oa izksRlkgu (Help and Encouragement to Sellers): foKkiu e/;LFk foØsrkvksa dks,d izdkj ls leFkZu ,oa izksRlkgu nsrk gS rFkk mudk dk;Z vklku cukrk gSA

4- fcØh esa of) (Increase in Sales): ftu oLrqvksa dk foKkiu gksrk gS mudh fcØh vf/kd gksrh gS ftllseè;LFkksa ds ykHk esa of) gksrh gSA

5- xzkgdksa dks lwpuk,a (Information to Customers): foKkiu xzkgdksa dks oLrq laca/kh vusd lwpuk,a nsrs gSaA

IV. lekt dks ykHk

(Advantages to Society)

1- vusd O;fDr;ksa dks thfodk (Employment to Many Persons): foKkiu esa vusd ys[kdksa] dykdkjksa] ,oafo'ks"kKksa dh vko';drk iM+rh gSA bu yksxksa dk isV Hkjus dk flQZ ;gh ,d lk/ku gSA blls vfrfjDr cgqr lh,MojVkb¯tx QeZ Hkh LFkkfir gks tkrh gS ftuesa cgqr ls deZpkjh dk;Z djrs gSA ;s laLFkk,a Hkh foKkiu lsthfodk v£tr djrh gSaA

foi.ku ds fl)kUr266

2- lekt ds jgu&lgu ds Lrj esa of) (Increase in Standard of Living): foKkiu mRiknksa dk mi;ksx c<+krkgS ftlls lekt ds jgu&lgu ds Lrj esa of) gksrh gSA

3- lekpkj i=kksa dh vk; esa of) (Increase in Income of Newspapers): lekpkj i=kksa dks foKkiu ls viuhdqy vk; dk 75 izfr'kr feyrk gS rFkk 'ks"k 25 izfr'kr lekpkj i<+us okyksa ls feyrk gSA bl izdkj foKkiulekpkj i=kksa dh vk; dk ,d eq[; lk/ku gSA foKkiuksa ds dkj.k gh lekpkj i=k i<+us okyksa dks lekpkj i=kHkh de ewY; ij fey tkrs gSaA

4- lH;rk dk fodkl (Growth of Civilization): foKkiu ,d ns'k dh lH;rk dk fodkl djrk gS blfy, fdlhfo}ku us dgk gS fd foKkiu dks lH;rk dk fodkl rRo dgk tk ldrk gSA

5- ns'k dk vk£Fkd fodkl (Economic Development of the Country): foKkiu ,d ns'k ds vk£Fkdfodkl esa Hkkjh ;ksxnku nsrk gSA foKkiu ds dkj.k gh m|ksxksa dk fodkl gksrk gS rFkk u;s&u;s m|ksx LFkkfirgksrs gSaA

foKkiu dh vkykspuk(Criticism of Advertising)

lHkh foKkiudrkZ bZekunkj ug° gksrs vkSj u gks ldrs gSaA ,d tkus&ekus vesfjdu foKkiudrkZ us dqN le; igys ;gdgk Fkk fd Hkkjr esa vPNk foKkiu fo'o ds foKkiuksa esa lcls mÙke gS] ¯drq cqjk foKkiu fo'o ds cqjs ls cqjs foKkiuls Hkh cqjk gSA foKkiu dk fu;a=k.k djuk cgqr dfBu gSA ;g vlaHko gS D;ksafd mlesa cqjkbZ D;k gS] ;g lkfcr djukvklku ug° gSA D;ksafd tks dqN Hkh cqjk fn[kkbZ nsrk gS og foKkiu dk dsaæh; lkj (Theme) izekf.kr gks tkrk gSA foKkiuls gksus okys uqdlku ;k gkfu dks izekf.kr djuk vlaHko gSA foKkiu dh vkykspuk fuEu vk/kkjksa ij dh tkrh gS&

1- [kjkc ,oa gkfudkjd mRiknksa dk Hkh izpkj fd;k tkrk gS (Bad & Harmful Products are also

Publicised): cgq/kk xzkgd foKkiudrkZ }kjk nh xbZ nyhyksa ds vk/kkj ij gh oLrq,a [kjhnrs gSaA xzkgd igys ,slhoLrq dh [kkfe;ka ;k foKkiudrkZvksa dh bZekunkjh dk irk ug° yxk ikrsA os oLrq ds mi;ksx ds ckn gh mldh[kkfe;ksa dks tku ldrs gSaA foKkiu dh rhoz vkykspuk blfy, dh tkrh gS] D;ksafd ?kfV;k ;k nks"kiw.kZ oLrqvksads mRiknd Hkh mudk foKkiu vPNh vkSj Js"B oLrqvksa dh Hkkafr djrs gSaA

2- foKkiudrkZ dsoy foØ; esa gh :fp ysrs gSa (Advertisers are Interested only on Sales): mRiknu dsckn mRiknd dks de ls de mRiknu ykxr rks olwy djuh gh iM+rh gSA miHkksDrkvksa dks gksus okyh gkfu ;kihM+k ls mldk dksbZ laca/k ug° gksrkA blds fy, og foKkiu dk lgkjk ysrk gSA ,sls foKkiuksa ls miHkksDrkvksadks gkfu gksrh gSA

3- vuko';d phtsa ykbZ o foØ; dh tkrh gSa (Unnecessary Products are Sold in the Market): dbZ phtsatSls 'kjkc] flxjsV vkfn dk foØ; vfr'kh?kz gks tkrk gS] D;ksafd muds fy, fofHkUu izdkj ds foKkiu fd, tkrsgSaA dbZ yksx foKkiu esa crk, x, xq.kksa vkSj mi;ksxksa ls vkd£"kr gksrs gSa rFkk mu oLrqvksa dks [kjhn ysrs gSaA

4- vPNh oLrq,a cktkj ls ckgj fudky nh tkrh gSa (Good Products are taken out of the Market): xzs'kedk fu;e (Greysham’s Law) foi.ku esa ykxw gksrk gSA cSa dx dk tkuk&ekuk xzs'ke dk fu;e gS fd ÞvPNh eqækcqjh eqæk dks pyu ls ckgj djrh gSAß oSlk fd fu;e foif.k esa Hkh ykxw gksrk gS ¼;|fi og vYikof/k ds fy,gh ykxw gksrk gS½ ?kfV;k fdLe dh oLrq ds fy, foKkiu ij vf/kd O;; djus ls blds foØ; esa of) gksrh gSrFkk mlls vPNh fdLe dh oLrqvksa dh ekax esa deh gks tkrh gSA

5- foKkiu ds dkj.k xzkgdksa dks vf/kd dher pqdkuh iM+rh gS (Customers have to Pay High Prices

because of Advertisement): foKkiu ij fd;k x;k O;; oLrq ;k lsok dh ykxr dk ,d Hkkx cu x;k gSAblfy, foKkiu ij O;; djus ds fy, izsj.kk izkIr gksus yxh gSA blls mRikn ;k lsok dh ykxr esa izR;{k of)gksus yxh gS ftlls foØ; ewY; esa of) gks tkrh gSA ;g fu:fir rF; gS fd izfr bdkbZ foØ; ewY; ftruk de

267foKkiu

gksrk gSA foKkiu O;; izfr bdkbZ mrus gh vf/kd gks ldrs gSaA nokb;ka fo'ks"kr% xksfy;ka rFkk fe"Bku o [kk|inkFkZ blds vPNs mnkgj.k gSaA

6- fpUg lk/ku cu pqds gSa (Symbols have become a Media): izR;sd mRikn ds mRiknd dk viuk fpUg gksrkgSA mRikndksa ds czkaMl ds vfrfjDr Fkksd foØsrkvksa vkSj nwljs e/;LFkksa ds Hkh vius&vius fpUg gksrs gSa tkslkekU;r;k futh fpUg dgykrs gSA bl fLFkfr esa miHkksDrk mRikndksa ds uke ug° tku ikrsA ,d ckj ;fn fdlhczkaM dks lQyrk izkIr gks tkrh gS rFkk og cktkj esa xzkgdksa ds chp yksdfiz; gks tkrk gS] rks mlds xq.kksa esa dehgksuh izkjaHk gks tkrh gSA QyLo:i miHkksDrkvksa dks ;k iz;ksx djus okyksa dks gkfu gksrh gSA

7- foKkiu v'yhy gks x;k gS (Advertising has become Obscene): dbZ foKkiu drkZ yksxksa dk /;kuvkd£"kr djus ds fy, L=kh vkÑfr;ksa dks cukus yxs gSaA Qyr% fnu&izfrfnu foKkiuksa esa v'yhyrk c<+rh tkjgh gSA bu foKkiuksa esa ge ik'pkR; ns'kksa dh udy dj jgs gSa] tgka ds lkekftd jhfr&fjokt gekjs ;gka lsfcYdqy fHkUu gSaA ge lHkh foKkiudrkZvksa ij ;g nks"k ug° yxk ldrs ¯drq dqN gSa tks L=kh&lkSan;Z dk xyriz;ksx ¼'kks"k.k½ dj jgs gSa rFkk Hkkjrh; vkn'kZ ds izfrdwy dke dj jgs gSaA budk iz;kl dqN fo'ks"k foKkiufo'ks"kKksa ls izfr;ksfxrk dk gksrk gSA

8- foKkiu esa lR;rk\ (Truth in Advertisement?): bl ckr ij foKkiu dh rhoz vkykspuk dh tkrh gS fdfoKkiuksa esa fdruh lR;rk gksrh gS] fdruh vlR;rk gksrh gSA bldk fu'p; djuk vR;ar dfBu gSA dbZ foKkiuksaesa feF;k o.kZu] v/kwjk o.kZu] xyr uke rFkk fpUg rFkk fofp=k o xyr nyhysa ¼nkos½ vkfn gksrh gSaA mnkgj.k dsfy, nokbZ;ksa] ikSf"Vd feJ.kksa] 'kjhj cukus ds midj.kksa vkfn ds foKkiuksa esa ;g dFku fn;k gksrk gS fd Þiaægfnuksa igys og 'kkjhfjd :i ls bruk detksj Fkkß dbZ izdkj ds dacyksa] tM+h&cwfV;ksa] nokb;ksa] rFkk ckyksadks fxjus ls jksdus dh nokvksa vkfn dk foKkiu blh izdkj dh nyhyksa ds lkFk fd;k tkrk gSA ,sls foKkiuesa foKkfir oLrqvksa dks xyr lkfcr djus ij buke nsus dk oknk Hkh jgrk gSA

dc vkSj dgka foKkiu fd;k tk;s\(When & Where to Advertise?)

dc (When): ,d iz'u] tksfd gekjs efLr"d esa mBrk gS] ;g gS fd foKkiu gesa dc djuk pkfg, rFkk fdl LFkku ij\foKkiu dk va'knku vf/kdre rc gks ldrk gS] tc (1) Øsrkvksa dk mRikn ifjp; ¼Kku½ de gks] (2) m|ksx ds foØ;dk fLFkj ;k de u gksrs gq, c<+uk] (3) mRikn ds rRo ,sls gksa ftudk Øsrk }kjk lkekU; rkSj ls voyksdu u fd;k tklds] (4) mRikn fofHkUurk ds volj 'kfDr'kkyh gks] (5) izkFkfed /;s; f}rh;d /;s; }kjk nck fn, tkrs gksaA

dgka (Where): foKkiu mfpr LFkkuksa ij gksrk gS tgka fd vko';d gS& (1) tgka foØ; fnu izfrfnu c<+ jgs gksa](2) ogka] tgka foØ; ds c<+us ds vf/kd volj gksaA

foKkiu dk;Z dSls fd;k tk;s\(How to Advertise?)

foØsrkvksa }kjk vPNs 'kkafriw.kZ foØ; esa lQyrk izkIr djus ds fy, foKkiu ,d 'kL=k gSA izca/k }kjk foKkiu dh lghfof/k dks tkuuk pkfg,A lQy foKkiu ds fy, dqN fl)kUrksa dh eq[; ckrksa ij fopkj djuk pkfg,A tSls (1) foKkiuizHkko'kkyh gksA 2- okLrfod mRikn rFkk ml mRikn esa ftldk foKkiu fd;k x;k gS] lekurk gksuh pkfg,A

jhoj jkslj (Reever Roser) ds vuqlkj foKkiu izR;sd ikBd ls ;g vko'; dgs fd Þbl mRikn dks [kjhfn, ftllsvkidks fof'k"V ykHk izkIr gksxkßA8

izHkko'kkyh foKkiu ds fy, gesa ,d mfpr izfØ;k dk vuqlj.k djuk iM+sxkA izfØ;k ds pj.k fuEu izdkj gks ldrs gSa&

1- foKkiu ds mís';ksa dks fuf'pr djukA

8. Reever Roser, “Reality in Advertisement”.

foi.ku ds fl)kUr268

2- foKkiu ds lans'k dks rS;kj djukA

3- foØ; izorZu ds nwljs midj.kksa ls foKkiu dh leUo;rk

4- foKkiu ctV dk fu;a=k.k

mís';ksa ds fu/kkZj.k dk] tks fd foKkiu dk izFke pj.k gS] o.kZu fiNys isjkxzkQksa esa fd;k tk pqdk gSA mís'; blizdkj ds cuk, tk,a rkfd mUgsa lQyrkiwoZd izkIr fd;k tk ldsA vc ge nwljs pj.k ij vkrs gSaA foKkiu dslans'k dk pquko Hkh izeq[k gSA

foKkiu lans'k(Advertising Message)

foKkiu dk;ZØe esa lcls igys lans'k pquk tkrk gSA lans'k efLr"d esa bruh xgjkbZ ls igqaps fd og viuk izHkko O;fDrij Mky ldsaA ;g NksVk vkSj ljy rFkk mfpr 'kCnksa esa cuk gksA ;g dyk rFkk 'kCnksa ds lkFk cuk;k x;k gksA 'kCn rFkkdyk O;fDr;ksa dks vkd£"kr djus okys gksus pkfg,A

foKkiu lans'k ds vko';d rRo

(Essential Elements of Advertising Message)

foKkiu lans'k esa fuEu rRo gksus pkfg;sa&

1- 'kh"kZd ;k 'kh"kZd iafDr (Heading or Headline)

2- mnkgj.k (Illustration)

3- fo"k; oLrq (Body Copy)

4- fpUg uke rFkk mRikn dk mnkgj.k (Brand Name and Illustration of the Product)

5- daiuh dk uke rFkk O;kikjh fpUg (Company Name & Trade Mark)

1- 'kh"kZd ;k 'kh"kZd iafDr (Heading): ;g foKkiu dk lcls dfBu rRo gSA Øsrk lcls igys fdlh foKkiu ds'kh"kZd dks i<+rk gS mlds ckn gh fu.kZ; djrk gS fd iwjs foKkiu dks i<+k tk, ;k ug°A mRikn rFkk foKkiuds izdkj ds vuqlkj 'kh"kZd fHkUu&fHkUu gks ldrs gSaA ;s HkkokRed] mRlqdÙkko/kZd ;k izR;{k gks ldrs gSaA dqNfoKkiudrkZ 'kh"kZd ds fy, lek/kks"kksa (Slogans) dk iz;ksx djrs gSaA

mnkgj.k& ;g Hkh 'kh"kZd ds leku gh izeq[k gS 'kh"kZd dh vis{kk mnkgj.k gh dbZ ckj i<+us dks vkd£"kr djrkgSA mnkgj.k O;fDr dks 'kh"kZd dh vksj ys tkrk gS rRi'pkr] fo"k; dh vksj@dqN foKkiudrkZ vius Lo;a dsmRiknksa dk mnkgj.k nsrs gS] tcfd dqN ekWMYl dk iz;ksx djrs gSaA mnkgj.k foKkiu ds izdkj] mlds mÙkjnk;hmRikn dk foKkiu djus okys ij fuHkZj djrk gSA mnkgj.k ds fy, psgjs dh Øhe ds foØ; ds fy, fn;k x;kfoKkiu LokHkkfod rkSj ls ml foKkiu ls fHkUu gksxk tks laLFkkxr ;k vkS|ksfxd mRikn ds laca/k esa gSA

2- fo"k; oLrq (Body Copy): ;g okLrfod lans'k gS fd ftls foKkiudrkZ crkuk pkgrk gSA 'kh"kZd vkSj mnkgj.ki<+us okys dks fo"k;oLrq dh vksj ys tkrs gSaA fo"k; oLrq fo'ks"k jhfr ls mRikn lsok ;k la[;k dk foØ; djrhgSA lkekU;r;k vPNs rxM+s foØ; dh ckrksa dks blesa 'kkfey fd;k tkrk gSA fo"k; oLrq foKkiu dk ,d izeq[krRo gSa] D;ksafd ;g ,slk rRo gS tks foKkiudrkZ dks mís';ksa ds ikus esa lgk;rk djrk gSA foKkiu ds nwljs rRoksaesa ;g vf/kd jkspd rRo gSA mRikn ds fpUg] uke rFkk mnkgj.k dk mís'; laHkkoh xzkgd dk mRikn dks ns[kdjigpkus tkus esa lgk;rk djuk gS rFkk fpUg ds izfr fo'okl fnykuk gSA daiuh dk uke rFkk O;kikj fpUg dkmís'; fpUg dh igpku djuk rFkk daiuh dk fo'okl tekuk gSA

;s lHkh ikap vko';d rRo vPNs larqfyr vuqikr esa ,d vPNs foKkiu dks cukrs gSaA foKkiu rFkk foKkiu dsizdkj ds vuqlkj foKkiudrkZ ftrus vPNs mRikn cuk lds mrus gh vPNs foKkiu ifj.kke gks ldrs gSaAfuf'prrk gh ,d pht gS tksfd vPNs foKkiu cuk ldrh gSA

269foKkiu

bu rRoksa ds vfrfjDr 'kCnksa dk Bhd iz;ksx] cf<+;k izn'kZu rFkk jaxksa dk pquko rFkk iz;ksx esa yk;k tkus okykmnkgj.k Hkh vPNs foKkiu ds fy, vko';d gSA

lek/kks"k] ukjs] fopkj rFkk galh dk egRo&fopkj foKkiu izfr dk egRoiw.kZ rRo gSA

fopkj ds foKkiu izfr ij vPNs euksoSKkfud izHkko iM+rs gSaA fopkjrRo dqN phtksa ds fy, ekax dj ldrk gSA dqN djusds fy, de ls de mlds laca/k esa lkspus ds fy, foo'k dj ldrk gSA djhc gksus dk oS;fDrd foØ; esa ftruk egRogS mruk gh bldk Hkh gSA

ukjs (Slogan): vPNs] NksVs ljy rFkk ykHknk;d 'kh"kZd okys gksus pkfg,A tSls Þczwdh gh :fp ubZ :fp (Bru taste new

taste)” 'kh"kZd ukjs mi;ksxh esa yk, x, Fks] vc muesa ls ;g ,d ukjk ;k vU; ukjs lekIr gks x, gSaA ukjs dbZ izdkj dsgks ldrs gSaA tSls ,d og gS tks [kjhnus ;k ,d ckj dksf'k'k djus ds fy, lq>ko nsrk gS] vkSj ,d og gS tks miHkksDrkvksaij lsokvksa ;k mRikn xq.kksa ds nkos djrk gS ;k mUgsa fo'okl fnykrk gSA dqN vPNs ukjksa ds mnkgj.k gS& “Tinopal that

whiter best of all”, “Light up right with Red & White”, “Service is our moto”, “Airline that love you”, “Neighbours

envy owners pride”.

;fn galh (Humour) dk Hkh iz;ksx foKkiu esa fd;k tk, rks og yksxksa dks izHkkfor dj ldrk gSA bl izdkj ds foKkiuksaesa ls ,d vPNk foKkiu dqN o"kks± iwoZ ml le; fn[kkbZ fn;k Fkk tc uhy vkeZLVªkax paæek ij mrjk FkkA foKkiu esa;g fn[kk;k x;k Fkk fd ,;j bafM;k dk egkjktk ogka gS vkSj vpafHkr vkeZ LVªkax ls dg jgk gS fd Þtgka rd esjk fopkjgS] vki vkeZLVªkax gSa u\ß bl izdkj ds foKkiuksa esa ;kn j[kus rFkk /kkj.kk ds ewY;oku xq.k jgrs gSa rFkk nwljs foKkiuksadh vis{kk mUgsa vPNh rjg ;kn j[kk tk ldrk gSA

foKkiu ds ek/;e(Media of Advertising)

foKkiu esa nwljk pj.k ek/;e dk gSA blesa dkSu ls ek/;e dk iz;ksx fd;k tk, fd vf/kd ls vf/kd yksxksa rd lwpukigqap ldsA ;fn lans'k mu O;fDr;ksa rd ug° igqapk ikrk gS ftu rd fd bls igqapkuk Fkk] rks ek/;e dks cnyuk iM+rkgSA

foKkiu ds ek/;e (Media of Advertising)

A- izsl }kjk foKkiu B- ?kj }kj ls ckgj C- foKkiu lkfgR; D- vU; izdkj ls foKkiu(Press Advertising) foKkiu (Advertising (Other forms of Adv.)

(Outdoor Advertising) Literature or Mail Adv.)

1- v[kckj 1- izpkj iê 1- ips±] b'rgkj 1- fQYe (Films)

Newspapers) (Publicity Boards) (Handbills, Posters)

2- if=kdk;sa 2- xkfM+;ksa ij foKkiu 2- x'rh&i=k 2- LØhu LykbMl(Magazines) (Adv. on Vehicles) (Circular letters) (Cinema Slides)

3- O;kikfjd tuZy 3- {ks=k fpUg 3- foojf.kdk;sa 3- jsfM;ks,oa oxZ izdk'ku (Area Mark) (Checklists) (Radio)

(Journals)

4- fofo/k ok£"kd vkfn 4- fo|qr izdk'k fpUg 4- vU; izR;{k Mkd 4- Vsyhfotu

(Other Directory year (Electric Signs) (Other Direct Mail) Television

book, etc.)

foi.ku ds fl)kUr270

5- vkdk'k foKkiu 5- f[kM+dh ,oa Hk.Mkj izn'kZu(Adv. in Sky) (Window Display)

6- foKkiu O;fDr 6- izn'kZuh(Advertising Person) (Exhibition)

izsl }kjk foKkiu

(Press Advertising)

bl Js.kh esa v[kckj] if=kdk;sa] O;kikfjd tuZy o fo'ks"kkadksa ds :i esa fudyus okys vU; ek/;e Hkh 'kkfey gSaA

1- lekpkj&i=k (Newspapers): ;s jk"Vª esa lcls cM+k vdsyk foKkiu laca/kh lk/ku gSA budk izlkj {ks=k cgqrfoLrr gksrk gSA 'kk;n gh ns'k esa dksbZ ,slk uxj ;k dLck gks tgka dksbZ Hkh v[kckj u igqaprk gksA ;gh dkj.kgS fd cktkjksa ds ckjs esa] tgka og foKkiu djuk pkgrk gS] foKkiu cgqr pqfuUnk gks ldrk gS ;fn og ,d lhferLFkkuh; {ks=k esa foKkiu djuk pkgs] rks og mi;qDr v[kckjksa dh lgk;rk ls dsoy mlh {ks=k dks izHkkfor djldrk gS vkSj bl izdkj mls O;FkZ izlkj ds fy;s Hkqxrku ug° djuk iM+sxk] tSlk fd mls fdlh if=kdk ds iz;ksxdh n'kk esa djuk iM+rk gSA pwafd v[kckj izfrfnu ;k izfr lIrkg Nirs gS] blfy;s foKkiu LFkk;h voljksa dkykHk vis{kkÑr 'kh?kz gh mBk ldrk gSA dqN ?kUVs iwoZ lwpuk nsdj gh og v[kckj esa viuk foKkiu fudyokldrk gSA izfr vko£r ykxrsa Hkh vis{kkÑr uhph gksrh gSaA

fdUrq lekpkj i=kksa ds vusd nks"k Hkh gSa tSls] 1- mlds izpkj {ks=k ds Hkhrj pquus dh lqfo/kk ux.; gksrh gSA v[kckj/kuh o xjhc lHkh ds ikl tkrs gSaA vr% tc rd mRikn vkcknh ds ,d cM+s Hkkx }kjk Ø; u fd;k tkrk gS]v[kckjh foKkiu laHkkfor xzkgd ds lkFk izfr lEidZ ykxr O;; dh nf"V ls vR;f/kd eagxk cSB ldrk gSA 2-,d v[kckj esa ikBdksa ds /;kukd"kZ.k ds fy, izfr;ksfxrk vR;Ur fo"ke gksrh gS] ,d foKkiu vusd foKkiuksa dschp lgt gh [kks ;k fNi ldrk gSA ;fn i;kZIr cM+k foKkiu u fn;k tk;s rks] bl ckr dk Mj fd tc ikBdv[kckj ds iUus iyVsaxs rks foKkiu ij mldk /;ku ug° tk;sxkA 3- v[kckjksa ds eqæ.k dh rduhd fp=kksa o jaxksads iz;ksx dks cgqr lhfer dj nsrh gSA 4- v[kckj dk mi;ksxh thou cgqr gh NksVk gS] cgq/kk dqN gh ?kaVsA ikBdmls ,d ckj mBkrk gS vkSj ,d vYi le; esa gh ljljh nf"V ls i<+ Mkyrk gSA bl chp ;fn foKkiu mldhnf"V esa u vk;s] rks og fQj lnk ds fy, [kks tkrk gSA

2- if=kdk;sa (Magazines): if=kdk;sa nks izdkj dh gksrh gSa& miHkksDrk laca/kh ,oa O;kikfj;ksa laca/khA jk"Vª esa fo'ks"kfgrksa ds fy, fo'ks"k if=kdk;sa Hkh gksrh gSa] tSls jsfM;ks] [ksy] ckxokuh] fp=kdkjh] laxhr vkfn esa #fp j[kus okyksads fy, if=kdk;saA blh izdkj fofHkUu izdkj ds O;olk;ksa ds fy, Hkh iFkd&iFkd if=kdk;sa gksrh gSaA ,slhif=kdk;sa lacaf/kr O;kikjksa ;k /ka/kksa vFkok fo'ks"k fgr lewgksa dks foØ; djus esa cgqr izHkkoh gks ldrh gSA tcfdv[kckj HkkSxksfyd vk/kkj ij pqus tkrs gSaA rc if=kdk;sa cktkj Hksnu vk/kkj ij v[kckjksa dh vis{kk if=kdkvksaesa izfr lEidZ ykxrsa vf/kd gksrh gSaA fdUrq izfr laHkkfor xzkgd ykxr de cSBrh gSA

if=kdkvksa ds dbZ rduhdh ykHk gSa] tSls] NikbZ ds mÙke <ax dk iz;ksx fd;k tk ldrk gSA blesa pkj jaxksa dkbLrseky laHko gSA izk;% ,d v[kckjh foKkiu dh vis{kk ,d if=kdk ds }kjk ekax dk ltu djus dh fn'kk esavf/kd iz;kl fd;k tk ldrk gSA v[kckjksa dh rqyuk esa if=kdkvksa dks ,d cM+k ykHk ;g izkIr gS fd budkmi;ksxh thou dkQh yack gksrk gS vkSj izdk'ku dh ckjEckjrk ij fuHkZj gSA ;FkkFkZ esa] if=kdkvksa ds foKkiuvusd ckj ,d o"kZ ls Hkh vf/kd dh vk;q j[krs gSaA mnkgj.kkFkZ] dkelZ ok£"kdh esa izdkf'kr gq, ,d iqLrd lacaèkhfoKkiu dh ,d fjlpZ Ldkyj us mls 2 o"kZ ds ckn ns[kk vkSj iqLrd izdk'kd dks vkMZj fn;kA blds vfrfjDrif=kdkvksa dks ikBd ckj&ckj iyVk djrs gSaA v/;;uksa ls irk pyk gS fd jhMlZ MkbtsLV dks ,d gh O;fDr}kjk 13 ckj mBk;k vkSj i<+k tkrk gSA bl izdkj] fdlh if=kdk esa foKkiu nsus ls lans'k dks ;Fks"V mn~Hkklu(Exposure) feyrk gS] ftlls izfr laidZ ykxrsa ?kV tkrh gSA vusd if=kdk;sa miHkksDrkvksa }kjk dSVsykx ds :iesa iz;ksx dh tkrh gSaA

271foKkiu

dqN if=kdkvksa us vius fy, ikBdksa ds chp ,slh [;kfr cuk yh gS fd buesa foKkiu mRikn [kqn c [kqn laHkkforxzkgdksa }kjk ÞJs"Bß Lohdkj dj fy;s tkrs gSaA mnkgj.kkFkZ] ÞdY;k.kß if=kdk esa foKkfir Vhdk xzaFkksa dks /kk£edturk ls ,d lhek rd Lor% ekU;rk fey tkrh gS vkSj bl izdkj mudk fcduk fuf'pr gks tkrk gSA

if=kdkvksa dk ,d izeq[k nks"k bl rF; esa fufgr gS fd tc rd mRikn dk HkkSxksfyd forj.k foLrr u gks] foKkiudks dkQh O;FkZ izlkj ds fy, Hkqxrku djuk iM+ tk;sxkA ;|fi dqN {ks=kh; if=kdk;sa Hkh pyrh gSa rFkkfi muesacM+s jk"Vªh; lkof/kd i=kksa tSlk izHkko ug° gksrkA mRikn ds fy, tks dk;Z ltukRed :i ls if=kdk;sa dj ldrhgSa og Hkh lhfer gh gSaA pwafd ;s izk;% vk; oxZ ds O;fDr;ksa }kjk i<+h tkrh gSa] blfy, fuEu vk; cktkj bulsfcYdqy gh NwV tkrs gSaA

?kj&}kj ds ckgj foKkiu

(Outdoor Advertising)

izsl foKkiu lkekU;r% rc i<+s tkrs gSa tcfd ikBd ?kj ds vUnj gksrk gSA buds vleku dqN ,sls Hkh ek/;e gSa ftUgsaO;fDr tc ns[krk gS tcfd og ?kj ls ckgj gks] tSls foKkiu iVV] xkfM+;ksa ij foKkiu] {ks=k fpUg] fo|qr izdk'k fpUgvkdk'k foKkiu ,oa foKkiud O;fDr] tks fd nksuksa ik'oksa esa foKkiu ds r[rs yVdk dj lM+d ij pyrk gSA

bl izdkj ds foKkiuksa ds izeq[k ykHk fuEu gSa% 1- vkd"kZ.k dks LFkk;h cukuk lqxe gksrk gSA 2- pwafd dqN izdkj ¼tSls fdfoKkiu iVV½ dkQh cM+s gksrs gSa] blfy, jkLrk pyus okyksa dk /;ku vkd£"kr djus gsrq jaxksa vkSj vkd"kZd fp=kksa dk iz;ksxlqxerk ls fd;k tk ldrk gSA 3- budk izk;% ,d nh?kZ thou gksrk gS vkSj blfy, budk ,d nksgjkus okyk izHkko gksrkgSA 4- ;s Lej.k djkus okys foKkiuksa dk ,d mÙke :i gS] ,oa 5- budk Ø; fcUnq ewY; Hkh vf/kd gksrk gSA

fdUrq dqN nqcZyrk;sa Hkh gSa] tSls 1- lans'kksa dks ckj&ckj cnyuk egaxk iM+rk gS] 2- vf/kd fooj.k nsuk laHko ug° gS] D;ksafdlkekU;r% bUgsa jkLrk pyrs gq, ns[kk i<+k tkrk gS] 3- jk"Vªh; foLrfr izkIr djus gsrq ;g ek/;e vis{kkÑr egaxk cSBrkgS ,oa] 4- bu foKkiuksa ds izHkko dks ekiuk Hkh dfBu gksrk gSA

foKkiu lkfgR; ;k izR;{k Mkd foKkiu

(Advertising Literature or Direct Mail Advertising)

izR;{k Mkd foKkiu vFkok Mkd }kjk lkfgR; Hkstdj foKkiu djus ds dbZ Li"V ykHk gSa 1- vU; ek/;eksa ds leku ,dizR;{k Mkd ek/;e dks ikBd dk /;ku vkd£"kr djus esa de izfr;ksfxrk dk lkeuk gksrk gS] if=kdk ;k v[kckjh foKkiudks ikBd ds /;kukd"kZ.k ds fy, chfl;ksa vU; foKkiuksa ls eqBHksM+ djuh gksrh gS] nwljh vksj ,d O;fDr dks ,d le;ij Mkd }kjk lans'k ds }kjk dg° vf/kd yach vkSj iw.kZ foØ; dgkuh dgh tk ldrh gSA 3- ;fn lans'k ikus okyksa dhlwph foosdiw.kZ <ax ls cuk yh tk; rks fQj lans'k dsoy laHkkfor xzkgdksa dks gh Hksts tkrs gSa] ftl dkj.k O;FkZ izlkj ux.;gksrk gSA ;gh dkj.k gS fd bldh Þizfr laidZß Åaph ykxr bldh laHkkfor iz;ksDrkvksa ls izfr laidZ uhph ykxr esa cnytkrh gSA

izR;{k Mkd foKkiuksa esa ikBd dh lqLrh ds dkj.k ,d cM+h nqcZyrk ikbZ tkrh gS] tks ;g gS fd ;fn Mkd lans'k lqlEikfnrug° gS rks cgqr laHko gS fd ikBd mls [kksys fcuk gh jíh dh Vksdjh esa Qsad nsaA

izR;{k Mkd dks foKkiu m|ksx esa ,d ÞlkSrsyk iq=kß le>k tkrk gS] D;ksafd dqN gh ,tsafl;ka vius eqofDdyksa dks bldsiz;ksx dk lq>ko nsrh gSaA bl ek/;e esa Åapk deh'ku ug° gksrk ifj.kker% izR;{k Mkd ds vf/kdka'k cM+s iz;ksDrk [kqn ghlkjk dke djrs gSaA vusd iz;ksDrkvksa ds vius eqæ.k foHkkx gksrs gSaA nh?kZdkyhu vuqHko ls ;g tku x;s gSa fd ,d Mkdlans'k dh lizHkkfodrk dSls c<+kbZ tk,A

izR;{k Mkd lans'kksa ds vUrxZr og leLr foKkiu lkfgR; vkrk gS tksfd Mkd }kjk Hkstk tk,] tSls ipsZ] b'rgkj] lfp=klwph] x'rhi=k] foojf.kdk;sa vkfnA izR;{k Mkd dk;Zdykiksa dk izca/k djuk Lo;a esa ,d Hkkjh dke gSA blds fy, bldhQyksRikndrk ij izHkko Mkyus okys fofHkUu pyksa dh fujUrj tkap djrs jguk vko';d gksrk gS] tSls fd Mkd dk izdkj]

foi.ku ds fl)kUr272

i=k ;k iksLVdkMZ] dkxt dh fdLe] czk.M fyQkQs dk eqæ.k] layXu i=kdksa dh la[;k] vuqu; ;k vkd"kZ.k dk izdkj] Mkdls Hkstus dk fnu] o Mkd lw=kh i=k (Mailing List) dh yackbZ bR;kfnA

vU; izdkj ds foKkiu

(Other Forms of Advertising)

buesa y?kq fQYeksa] LØhu LykbM~l jsfM;ks vkSj Vsyhfotu ij lans'kksa dk iz;ksx lfEefyr gS&

1- Vsyhfotu (Television): foxr o"kks± esa Vsyhfotu ,d ux.; LFkku ls c<+dj ,sls LFkku ij igqap x;k gS tgkafd og v[kckjksa dks jk"Vª ds izeq[k foKkiu ek/;e ds :i esa pqukSrh nsus yxk gSA bl izxfr ds dkj.kksa dks tkuusds fy, gesa bldh fo'ks"krkvksa ij /;ku nsus dh vko';drk gSA loZizFke] Vsyhfotu mRiknksa dk foØ;ltukRedrk ds lkFk dj ldrk gSA bl ek/;e ls ,sls dke fd;s tk ldrs gSa tks fd vU; fdlh ek/;e ls laHkoug° gSaA Vsyhfotu ij xzkgd dks oS;fDrd foØ; dk ;Fkksfpr ?kfu"B vuqfp=k (Facsimile) iLrqr fd;k tkldrk gSA mRikn ds iz;ksx dk izn'kZu fd;k tk ldrk gSA Vsyhfotu esa jsfM;ks ds lHkh ykHk gSa] tSls vkoktvkSj Li"Vhdj.kA lkFk gh nf"V xkspjrk] dk vfrfjDr ykHk Hkh gSA foØ; midj.k ds :i esa Vsyhfotu dk dksbZizcy izfr}anh ug° gSA

Vsyhfotu }kjk brus O;kid tu lewg rd igqapk tk ldrk gS fd ftruk ekuo ds bfrgkl esa dHkh laHko ugqvk FkkA dksbZ vU; vdsyk foKkiu ek/;e brus vf/kd yksxksa rd fujUrjrk ds vk/kkj ij igqap ug° j[krk ftrukfd Vsyhfotu vesfjdk esa rks ,d vkSlr O;fDr izfrfnu 4&5 ?kaVs Vsyhfotu ns[krk gS vkSj yxHkx 90% turkds ikl ,d Vsyhfotu fjlhoj gSA Hkkjr esa Hkh Vsyhfotu dk mi;ksx dkQh c<+ x;k gS vkSj djksM+ksa yksx izfrfnuVsyhfotu ds dk;ZØe ns[krs gSaA vr% tui.ku (Mass Merchandising) ds orZeku ;qx esa Vsyhfotu foLrrcktkj rd igqapus dk ,d egrh ek/;e gS ;k ogr ek/;e (Mass Media) gSA

Vsyhfotu esa Hkh ogh oj.k {kerk gksrh gS tSlh fd v[kckjksa esa] D;ksafd mi;qDr HkkSxksfyd {ks=k pqus tk ldrs gSavFkkZr foKkid ml {ks=k dks Øec) dj ldrk gS ftlesa fd og igqap ikuk pkgrk gS vkSj ,slk djrs gq, viuscktkj esa HkkSxksfyd Hkktu ls ekewyh gkfu mBkuh iM+rh gSA nqHkkZX;o'k Vsyhfotu esa Hkh ogh nks"k gS tks fdv[kckjksa esa ik;s tkrs gSaA tSls cktkj esa vU; Hkktuksa dks Li"V djuk dfBu gksrk gSA dqN fu;a=k.k le; leatuds }kjk ik;k tk ldrk gS] tSls efgykvksa dks csps tkus okys mRiknksa dk foKkiu ,sls le; fd;k tk ldrk gStcfd os Vsyhfotu ns[krh gksaA ;|fi ,d ek/;e ds ukrs Vsyhfotu esa dksbZ izkÑfrd oj.k {kerk ug° gS rFkkfifoKkid ,d fo'ks"k izdkj dk dk;ZØe pqu dj viuh [kqn dh oj.k {kerk dk fuekZ.k dj ldrk gSA mnkgj.kkFkZ];fn og izcq) O;fDr;ksa ds cktkj esa igqapuk pkgs] rks mls ,slk izksxzke pquuk pkfg, ftls eq[;r% izcq) oxZ dsO;fDr ns[kk djrs gSaA

;|fi Vsyhfotu foKkiu dh izfr laidZ ykxr vis{kkÑr uhph gksrh gS rFkkfir dqy jkf'k tks O;; djuh gksrhgS cgqr cSBrh gSA cktkj ij ,d ekewyh ls ekewyh Nki Mkyus ds fy, Hkh yk[kksa #i;s [kpZ djus iM+ tkrs gSaAblds vfrfjDr jsfM;ks dh Hkkafr Vsyhfotu lans'k Hkh rkRdkfyd gksrs gSaA Nis gq, ek/;eksa dh Hkkafr budh dksbZthou foLrfr ug° gksrh gS vkSj ;fn Vsyhfotu foKkiu dk n'kZd ;g pkgs fd lans'k dks iqu% ns[k ys rks og,slk ug° dj ldrkA

2- jsfM;ks (Radio): uoEcj] 1967 ls jsfM;ks }kjk foKkiu dh lqfo/kk vkdk'kok.kh ds cEcbZ dsUæ ij izkjaHk dh xbZA;g ik;yV izkstsDV cEcbZ] iwuk vkSj ukxiqj esa fofo/k Hkkjrh VªkUlehVjksa ij O;kikfjd foKkiu nsus ds lkFk&lkFk'kq: fd;k x;k Fkk vkSj O;kikj ,oa m|ksx ds fy, cgqr gh yksdfiz; izekf.kr gqvk gS rFkk bldh miyC/krk dhvis{kk ekax dg° vf/kd gSA dg° O;kikfjd dk;ZØe lkekU;r% rhuksa LVs'kuksa ls izlkfjr gksrk gSA flrEcj] 1968

esa dydÙkk vkSj vizSy 1969 esa fnYyh vkSj eækl ls Hkh jsfM;ks foKkiu dk izpyu gks x;k gSA foKkid vaxzsthesa vFkok fdlh Hkh Hkkjrh; Hkk"kk esa foKkiu ns ldrk gSA jfookjh; izlkj.kksa ,oa fo'ks"k fLFkfr;ksa okys izlkj.kksads fy, Åapk pktZ yxk;k tkrk gSA

273foKkiu

Vsyhfotu vkSj v[kckjksa ds leku jsfM;ks esa Hkh cgqr HkkSxksfyd ypd gksrh gS] fdUrq blesa n';xr vkd"kZ.k](Visual Appeal) dk vHkko gS] tksfd Vsyhfotu vkSj eqfær ek/;eksa esa ug° gksrkA euksoSKkfudksa us ;g Hkyh&Hkkafrfl) dj fn;k gS fd efLr"d rd igqpus ds fy, dkuksa dh vis{kk vka[ksa vf/kd vPNk jkLrk gSA yksx tks lqursgSa mldh vis{kk tks ns[krs gSa mls dg° vf/kd ;kn j[k ldrs gSaA le; leatu (Timing) dh nf"V ls Hkh jsfM;ksesa vfer yksp gksrh gSA ekSle o pkyw ?kVukvksa tSlh ckrksa dk ykHk mBkus gsrq yxHkx rqjUr gh jsfM;ks ?kks"k.kk dhtk ldrh gSA

nksuksa gh jsfM;ks vkSj Vsyhfotu dk ,d eq[; nks"k ;g gS fd ,d ckj çlkfjr gks tkus ij lans'k lnk ds fy,yksi gks tkrk gS tc rd fd og nqckjk u fn;k tk,A bl çdkj ek/;e dh mi;ksxh vk;q {kf.kd o rkRdkfydgksrh gSA ;gh dkj.k gS fd bu ek/;eh ds ç;ksx esa nksgjko vkSj Åaph ckjEckjrk nj LFkku ek/;eksa ds ç;ksx dhvis{kk dgha vf/kd egRoiw.kZ gSA

3. fQYeh foKkiu (Film Advertising): Vsyhfotu o jsfM;ks foKkiuksa dh rqyuk esa fQYeksa }kjk foKkiu Hkkjresa vf/kd iqjkuk vkSj yksdfç; lk/ku gSA vusd foKkid vius mRiknksa ls lacaf/kr y?kq fQYesa cuok dj çLrqrdjus yxs gSa] tSls fd ,Lçks] lQZ] yDl] uSuksy] vkfn foKkiu ds fy, fQYesa rS;kj djkrs le; ;g ugha Hkwyukpkfg, fd tks yksx fQYesa ns[kus tkrs gSa mudk mís'; euksjatu çkIr djuk gSA

nqdku ds ckgj f[kM+dh çn'kZ (Window Display) vkSj nqdku ds vUnj dkmaVj çn'kZu Hkh foKkiu ds ek/;e dkdk;Z djrs gSaA budk lcls cM+k ykHk budh Ø; fcUnq ij mifLFkfr gSA f[kMdh çn'kZu ;FkkFkZ esa ,d dyk gSAvkSj ;fn f[kM+fd;ksa dh O;oLFkk Bhd ls dh tk,] rks jkLrs ij pyus okyksa dk /;ku vkdf"kZr gks ldrk gS vkSjos nqdku esa oLrq [kjhnus ds mís'; ls ços'k ds fy, çyksfHkr gks ldrs gSaA ,slh çn'kZfu;ka Hkh cacbZ tSls 'kgjksaesa fo'ks"k :i ls yksdfç; gSaA ;s LFkkuh; Lrj ls yxkdj jk"Vªh; ,oa vUrjkZ"Vªh; Lrj ij Hkh vk;ksftr dh tkldrh gSA ,slh çn'kZfu;ka ;k rks lkekU; turk ;k fo'ks"k O;olk;ksa ds fy, [kqyh gksrh gSaA buds }kjk mRikndk uke turk ds lkeus cuk;s j[kus esa lgk;rk feyrh gS rFkk mRikn ds çn'kZu dk Hkh volj feyrk gSA bulsturk dk euksjatu gksrk gS vkSj blhfy, 'kk;n ,sls yksx Hkh mRikn dks fdlh çn'kZuh esa ns[k ysrs gSa] vU;Fkkos u ns[k ikrsA

ek/;e dk pquko(Media Selection)

,sls ek/;e dk pquko gksuk pkfg, fd blesa blds }kjk vf/kd ls vf/kd ¼bPNqd½ O;fDr;ksa dks mRikfnr mRikn ;k lsokdk ifjp; djk;k tk ldsA foKkiu ek/;e ds p;u ds le; fuEu ckrsa /;ku esa j[kuh pkfg,A

1. y{; ¼xzkgdksa½ dh la[;k rFkk mudk fuokl LFkku (Number and Location of Target Customers)

2. ek/;e dk çHkko (Media Effect)

3. ek/;e dh ykxr (Media Cost)

ek/;e ds p;u esa çFke rRo y{; gSA dqN ckrsa ftu ij fopkj djuk gS] os gSa HkkSxksfyd {ks=k&'kgjh] xzkeh.kA xzkgd dkSu&cPps] toku] cw<+s] iq#"k] L=khA bls ,d mnkgj.k }kjk le>k;k tk ldrk gSA eku fy;k fd mn;iqj dh daiuh df"k dsfy, dhVuk'kd nokb;ka cukrh gS nwljs yksxksa dh vis{kk fdlkuksa rd bl lekpkj dks igqapkuk pkgrh gSA bl daiuh dkslekpkj i=k rFkk if=kdkvksa dks foKkiu ds ek/;e ds fy, ç;ksx ugha djuk pkfg,A D;ksafd ,d gh ek/;e tks fd Ñ"kdksard igqap ldrk gS] og gS jsfM;ksA blds vfrfjDr daiuh }kjk LFkkuh; lekpkj i=kksa dk] LFkkuh; Hkk"kk dk rFkk fuekZ.k{ks=kksa esa iksLVlZ vkfn dk ç;ksx fd;k tk ldrk gSA

HkkSxksfyd {ks=k dks Hkh /;ku esa j[kuk pkfg,A ;fn {ks=k 'kgjh gS ;k 'kgj ds ikl gS rks LFkkuh; lekpkj i=kksa ;k if=kdkvksa}kjk lekpkj igqapk;k tk ldrk gSA fdUrq xzkeh.k {ks=kksa ds fy, nwljs çdkj dk ek/;e gksuk pkfg,A tSls jsfM;ks foKkiu]iksLVlZ] gLri=k vkfnA nwljk rRo ftl ij fopkj fd;k tkrk gS] og gS ek/;e dk çHkkoA lHkh foKkiuksa esa çeq[k rRo

foi.ku ds fl)kUr274

gSA ,sls ek/;e dk p;u gksuk pkfg, tks vf/kdre lwpuk ml O;fDr rd igqapk lds ftl rd fd ge igqapkuk pkgrsgSaA foKkiu dh iqujkofÙk gksuh pkfg,A D;ksafd iqujkofÙk vPNh rjg tekus ds fy, vko';d gS vkSj tek ds j[kuk çHkkods fy, vko';d gSA

vafre rRo ek/;e dh ykxr gS ftl ij fd ek/;e ds p;u ds le; fopkj djuk iM+rk gSA foKkiu ij fd;k tkus okykO;; mlds izHkko ds vuqlkj gksuk pkfg, tSls foØ; of) foKkiu ykxr ds tqM+us ij ;fn foØ; c<+rk gS rks QeZ dksykxr esa of) djuh pkfg,A ;fn foØ; ?kVrk gS rks foKkiu ij fd;k tkus okyk O;; Hkh de fd;k tkuk pkfg,A vkSj;fn foØ; mlh Lrj ij cuh jgs rks foKkiu O;; Hkh fLFkj gksus pkfg,A

foØ; dk foKkiu O;;ksa ij izHkko

foØ; foKkiu O;;

of) of)

fLFkj fLFkj

deh deh

ek/;e ds p;u dh dksbZ lhek,a ugha gSaA ge ,d ;k vf/kd ;k lHkh ek/;eksa dk iz;ksx foKkiu ds fy, dj ldrs gSaAog QkmaVsuisu ij gks] dkj ij gks] ;k cl ij bldk dksbZ QdZ ugha iM+rkA foedks ¼ekfpl daiuh½ us lQyrkiwoZd viukfopkj vius ekfpl ds fMCcksa }kjk foLrr :i ls yksxksa ds chp izdkf'kr fd;k gSA ftldk foi.ku vuqla/kku vkadM+ksa }kjki;kZIr izek.k feyrk gSA foKkiudrkZ dks foKkiu ek/;e dk p;u djus ds fy,] ftuds fy, foKkiu fd;k tkrk gS mudkifjp; gksuk vko';d gSA foKkiudrkZ dks foKkiu miHkksDrkvksa ds yk;d cukuk pkfg, ftlls foKkiu lgh jhfr lsmu rd igqapsA

ek/;e ifjpyu(Media Circulation)

ek/;e ifjpyu 'kCn dqy ikBdksa dh la[;k] ftu rd ek/;e igqaprk gS] ls lacaf/kr gSA mnkgj.k ds fy, ;fn lekpkji=k2 fefy;u ¼chl yk[k½ yksxksa }kjk i<+k x;k gS rks mldk ifjpyu 2 fefy;u gksxkA dqy panknkjksa dh la[;k ;k ns'k Hkjesa dqy fcØh izfr;ksa dh la[;k ls ifjpyu Kku fd;k tk ldrk gSA (ABC Audit Bureau of Circulation) ,slhvarjkZ"Vªh; laLFkk gS tks fo'o Lrj ds ek/;e ds ifjpyu ds vf/kdre vkadM+s ns ldrh gSA fo'o ds yxHkx lHkh cM+s ek/;e ,chlh ds lnL; gSa rFkk izR;sd ek/;e vius ifjpyu ds vkadM+s izdkf'kr djrk gSA Hkkjr esa if=kdkvksa rFkk lekpkji=kksa ds ifjpyu laca/kh lwpuk,a izsl bUQksjes'ku C;wjks "Press Information Bureau" ds }kjk j[kh tkrh gSA

ek/;e feJ.k(Media Mix)

foKkiu esa ek/;e feJ.k vR;ar egRoiw.kZ rFkk dfBu dk;Z gSA ek/;e feJ.k dk vFkZ laHkkfor xzkgdksa ds fu/kkZfjr y{;rd igqapus ds fy, fofHké miyC/k ek/;eksa dk vuqdwyre iz;ksx gSA mnkgj.k ds fy, eku fy;k fd mRikn dk iz;ksx lHkhJs.kh ds yksxksa ds }kjk fd;k tkrk gS] rks ge ,d ;k nks ek/;eksa ij vk/kkfjr ugha gks ldrsA izR;sd ek/;e miHkksDrkvksads ,d oxZ dks gh vkPNsfnr dj ldrk gSA blfy, gesa fofHké ek/;eksa dk p;u djuk iM+rk gSA ftlls miHkksDrk oxZ]ftlesa gesa foKkiu djuk gS] esa ml ek/;e dk foLrr ifjpyu gksA vkxs gesa bl ckr ij Hkh fopkj djuk iM+rk gS fdizR;sd ek/;e dk foLrr ifjpyu gksA vkxs gesa bl ckr ij Hkh fopkj djuk iM+rk gS fd izR;sd ek/;e }kjk fdrukfoKkiu djk;k tk,xkA ,sls fu.kZ;ksa ds fy, dqN lwpuk,a pkfg, tSls&ek/;eksa dk ifjpyu] izdk'ku dk le; rFkk vkofÙkikBdksa ds izdkj] ikBdksa ds xq.k] os ikBd ftu rd ge igqapuk pkgrs gSa] foKkiu dk le; vkfnA bl izdkj ds lekpkjnwljh lwpukvksa ds lkFk lkekU;r% ek/;e vuqla/kku ds }kjk laxzg fd, tkrs gSa] tks fd foKkiu vuqla/kku dk ,d Hkkx

275foKkiu

gSA bl vuqla/kku dk mís'; ek/;e }kjk igaqps gq, yksxksa dh dqy la[;k Kkr djuk gSA lekpkji=kksa vkSj if=kdkvksa dhfLFkfr esa mudk nSfud izdk'ku gksrk gS fd lkIrkfgd ;k v/kZekfld vkfn] ikBdksa dk fyax] vk;qoxZ] ikBdksa dh vk; rFkklkekftd bfrgkl] laikndh; cksMZ dh uhfr] ek/;e izca/k gh lexz uhfr] vkfnA

foKkiu dk;ZØe(Advertising Programme)

,d dne vkxs ns[kdj fQj vkxs c<+uk fdlh Hkh dk;Z ds fy, vPNk fl)kUr gSA mís';ksa ds fu/kkZj.k ds ckn foKkiudjus okys dks Js"B foKkiu ds fy, dk;ZØe cukuk iM+rk gSA Js"B foKkiu dk;ZØe D;k gSA Js"B dk;ZØe og gS tksoSKkfud gksA oSKkfud ls gekjk rkRi;Z Øec)rk rFkk izHkkoiw.kZrk ls gSA

foKkiu ctV(Advertising Budget)

izR;sd QeZ foKkiu dk;ZØe izkjaHk djrs le; ;kstuk cukrh gSA iwjh daiuh ds fy, fdruk O;; fd;k tkuk pkfg, cktkjdk vkdkj daiuh ds mís';ksa ds vuqlkj gksuk pkfg,A

fp=k 16.1 foKkiu ij O;; (Advertising Expenditure)

tSlk fd Åij fp=k esa fn[kk;k x;k gSA foKkiu O;; c<+us ij foØ; Hkh c<+rk gS fdUrq ih (P) fcanq ds xzkQ js[kk esa dksbZof) ugha fn[kkbZ nsrh gSA foKkiu O;; c<+kus ij Hkh foØ; ugha c<+rk gSA blfy, gekjs ctV dk vkdkj ih- fcanq ijgksuk pkfg,A foKkiu ctV cukus dh dbZ fof/k;ka gSa] tSls&

1. {kerk fof/k (Affordable Method): vf/kdka'k daifu;ka igys ls gh ctV dh x.kuk dj ysrh gSa fd foKkiuij fdruk ctV O;; djus dh {kerk gSA ;fn daiuh de O;; djus dh {kerk j[krh gS rks foKkiu ctV dksNksVk cuk;k tkrk gSA ;g daiuh dh foÙkh; fLFkfr ij fuHkZj djrk gS fdUrq ;g iwokZuqeku djuk dfBu gS fddaiuh fdruk O;; dj ldrh gSA blfy, nwljh fof/k;ksa dk Hkh iz;ksx fd;k tkrk gSA

2. foØ; izfr'kr fof/k (Percentage of Sales Method): dbZ daifu;ka viuk foKkiu ctV foØ; ds vuqlkjcukrh gS] foØ; c<+us ds vuqlkj gh foKkiu ctV cuk;k tkrk gSA ;g fof/k daiuh dh lw=k/kkjh fLFkfr n'kkZrhgSA ;fn foKkiu ij vf/kd O;; djus ls foØ; c<+rk gks rks foKkiu ctV esa vf/kd fof/k;ksa dk iz;ksx ykHkizngksxkA

3. izfrLi/kkZ ds vuqlkj ctV (Budget According to Competition): ;fn dbZ ekeyksa esa daiuh u, cktkjksaesa izos'k djuk pkgrh gS ;k igyh gh ckj mRikn dk mRiknu izkjaHk djrh gS] rks foKkiu ctV dh ;kstuk dSlscukbZ tk, ,slh fLFkfr esa daiuh dk ctV izfrLi/kkZ dh fLFkfr ds vuqlkj cuk;k tkrk gSA ;fn izfrLi/kkZ vfèkd¼rhoz½ gks rks daiuh dks vf/kd O;; djuk iM+rk gS rkfd izfrLi/kkZRed lekurk cukbZ j[kh tk ldsA

4. mís'; vkSj dk;ZHkkj fof/k (Objective & Task Method): bl fof/k esa daiuh lcls igys mís';ksa dks fLFkjdj ysrh gS fQj viukbZ tkus okyh fof/k;ksa ds ckjs esa fu.kZ; ysrh gSA bl dk;Z ds ckn daiuh ctV cukrh gSA

A

P

B C

foØ;(Sales)

foKkiu ij O;;(Advertising expenditure)

foi.ku ds fl)kUr276

bl fof/k esa vuqeku {ks=k lhek ;k mRikn ds vuqlkj yxk, tkrs gSaA blls O;; ds Lrj dks cuk, j[kk tk ldrkgSA

Åij crkbZ xbZ fof/k;ka izk;% foKkiu ctV cukus ds mi;ksx esa ykbZ tkrh gSA izR;sd daiuh vius foKkiu ctVdqy ctV ds lanHkZ esa cukrh gSA

foKkiu dk;Z leatu(Advertisement Scheduling)

foKkiu dk;Z vFkok O;; dks ,d lEiw.kZ o"kZ ij dSls QSyk;k x;k gS] blls Hkh foKkiu ds dqy izHkko esa cgqr QdZ iM+tkrk gSA foKkiu O;; ds dky leatu (Timing of Advertising Expenditure) ds fuEu nks igyw gSa& (1) nh/kZdky leatu(Macro Scheduling), (2) y/kqdky leatu (Micro Scheduling)A

1. nh?kZdky leatu leL;k (Macro-Scheduling Problem): blesa ;g fu.kZ; djuk iM+rk gS fd dqy foKkiujkf'k dks o"kZ i;ZUr dSls leaftr fd;k tk,A ;fn foKkiu ds fy, vkoafVr dqy jkf'k 12,00,000 #i;s gS] rksekSle ij foØ; dh fuHkZjrk dk fopkj u djrs gq, izfrekg 1,00,000 #i;s O;; djuk lkekU;r% Bhd u gksxkvkSj u gh ;g okaNuh; gksxk fd O;; dks Bhd ekSleh fcØh ds lkFk ifjorZu fd;k tkrk jgsA fQj D;k fd;ktk,\

tgka foKkiu ds foyafcr ,oa rkRdkfyd nksuksa rjg ds izHkko gksrs gSa] ogka foKkiu O;;ksa dk ekSleh dky leatufo'ks"k tfVy gksrk gSA blds lek/kku ds fy, nks nf"Vdks.k izLrqr fd;s x;s gSa% (1) vkS|ksfxd xfr'kkL=k dh dk;Zjhfr (Industrial Dynamics Methodology) bl uhfr dk fodkl ts QksjsLVj (Jay Forrester) us fd;k gSA mudh/kkj.kk ds vuqlkj] foKkiu dk miHkksDrk dh psruk ij] psruk dk dkj[kkus dh fcØh ij] vkSj dkj[kkus dh fcØhdk foKkiu O;;ksa ij i'pxkeh izHkko (Lagged Impact) iM+rk gSA mUgksaus lq>ko fn;k gS fd daiuh fo'ks"k dsfy, v/;;u djrs gq, bu le; laca/kksa dks xf.kr fof/k ls ,d vkafdd dEI;wVj vuq:irk ekWMy esa ifj.kr djukpkfg,A fcØh] ykxrksa vkSj ykHkksa ij oSdfYid le; leatu uhfr;ksa ds tks fofHké izHkko iM+k djrs gSa mudksbl dEI;wVj ij ns[kk tk ldrk gS vkSj bl rjg ;g ekywe fd;k tk ldrk gS fd foKkiu O;;ksa dks o"kZ i;ZUrQSykus dh dkSu lh uhfr mRiknu vkSj forj.k ds egaxs ifjorZuksa dks de djrh gSA (2) vYÝsM dq;su dh jhfr(Alfred A Kuchin's Technique) dq;su fn[kk;k gS fd mi;qZDr le; leatu Lo:i (Appropriate Timing

Patterns) nks ckrksa ij fuHkZj djrk gS ¼d½ foKkiu izHkko ds iwokZof'k"V dh ek=kk] vkSj ¼[k½ czkaM ds pquko esa xzkgdds vknrtU; O;ogkj dh ek=kkA

iwokZof'k"V (Carry-Over): vk'k; ml nj ls gS ftl ij ,d foKkiu laosx le; ds lkFk ?kVrk gSA ;fniwokZof'k"V .75 izfrekg gS rks bldk vFkZ ;g gqvk fd ,d foxr foKkiu laosx dk iwokZof'k"V fiNys eghus dsLrj ij 75% gSA blh izdkj] .10 izfr ekg iwokZof'k"V dk eryc gS fd fiNys eghus ds izHkko dk dsoy 10%

gh vkxs vk;k gSA

vknrtU; O;ogkj (Habitual Behaviour): ;g lwfpr djrk gS fd czkaM /kkj.kk vknr] iwoZosx ;k czkaaM fu"Bkls izHkkfor gksrk gS] fdUrq foKkiu ds Lrj ls Lora=k gSA Åaps vH;klh Ø; ¼tSls&90½ dk eryc gS fd 90% ØsrkczkaM dks nksgjkrs gSaA pkgs foi.ku izsj.kk dqN Hkh jgk gksA

dq;su dh [kkst ds vuqlkj] ,d ,slh fo'ks"k n'kk esa ftlesa foKkiu izHkko dk iwokZof'k"V vkSj vH;klh Ø; nksuksagh 'kwU; gks] izca/kdksa ds fy, foKkiu ctV cukus esa izfr'kr foØ; fu;e viukuk mfpr gksxkA vuqdwyre le;leatu dk Lo:i m|ksx dh fcØh ds izR;kf'kr ekSleh Lo:i ls vuq:irk j[krk gS fdUrq tc mDr nksuksa py'kwU; u gksa] rks ctV cukus dh mi;qZDr fof/k vuqdwyre u gksxhA ,slh n'kk esa rks foKkiu dk le; bl rjgls leaftr djuk pkfg, fd og foØ; oØ dh vxzrk djsA mnkgj.kkFkZ] foKkiu O;; dk f'k[kj foØ; dsizR;kf'kr f'k[kj ls iwoZ gh vkuk pkfg,A bl izdkj foKkiu O;; dk mrkj foØ; ds izR;kf'kr mrkj ls iwoZ vkuk

277foKkiu

pkfg,A iwokZof'k"V ftruk Åapk gks] vxzrk le; mruk gh vf/kd gksuk pkfg,A ;gh ugha vH;klh Ø; dk foLrkjftruk vf/kd gks] foKkiu O;; mruk gh vfopfyr gksuk pkfg,A

dq;su vkSj QksjsLVj ds ekWMy ;g fn[kykrs gSa fd foKkiu O;;ksa dk lokZsÙke ekSleh vkoaVu Li"V ugha gksrk gSAlk/kkj.k fu;e ¼tSls O;; dks o"kZ i;ZUr ,d leku QSykuk ;k izR;kf'kr fcØh ls ,d fLFkj izfr'kr ds vuqlkj?kVkuk&c<+kuk vusd ifjfLFkfr;ksa ds vdq'ky vkSj viO;;iw.kZ izekf.kr gksrs gSaA

2. vYidky leatu leL;k (Micro-Scheduling Problem): eku yhft, fd QeZ us flrEcj ekg esa rhljsfM;ks rRdky ?kks"k.kk;sa [kjhnus dk fu.kZ; fd;k gSA iz'u ;g gS fd dkSu lh [kjhnsaA bl lEcU/k eas yxHkxvufxurh le; rkfydk;sa (Schedulings) laHko gks ldrh gSA tSls&izfrfnu mlh le; ,d( izfrfnu ,d fdUrqfofHké le;ksa ij( izfr nwljs fnu dks( 5 izfr NBs fnu( igyh flrEcj dks 10( nwljh flrEcj dks 5; mUrhl flrEcjdks 10 vkSj rhl flrEcj dks 5; iUnzg flrEcj dks lHkh 30 vkfnA

fp=k 10.2 foKkiu le; rkfydk ds fofHké Lo:iksa dk oxhZdj.k

(Description of different forms of Advertising time schedule)

mDr le; rkfydk fodYiksa dks ofxZr djus dk ,d rjhdk fp=k esa fn[kk;k x;k gSA ck;ka i{k ;g fn[kkrk gSfd foKkiu lans'kksa dh la[;k dks ekg ds ,d NksVs Hkkx esa ladsfUnzr fd;k tk ldrk gSA (Burst Advertising)

ekg i;ZUr yxkrkj fodsfUnzr fd;k tk ldrk gS vFkok ekg i;ZUr #d&#d dj fodsfUnzr fd;k tk ldrk gSAnk;ka i{k ;g fn[kkrkk gS fd foKkiu lans'kksa dk de Lrj dh ckjECkkjrk ;k c<+rh gqbZ ckjEckjrk ;k fxjrh gqbZckjEckjrk ;k oSdfYid ckjEckjrk ds lkFk fodj.k fd;k tk ldrk gSA

foKkid dh leL;k ;g fu.kZ; djus dh gS bu 12 lkekU; Lo:iksa esa ls dkSu lk Lo:i mlds fy, vuqdwyregksxkA lcls izHkkoh Lo:i mRikn ds LoHkko] vfHk"V] xzkgdksa] forj.k okfgdkvksa ,oa vU; foi.ku ?kVdksa ds lanHkZesa foKkiu mís';ksa ij fuHkZj djrk gSA

izk;% iz'u ;g gksrk gS fd ,d fo'ks"k Øsrk lewg ds fy, lans'k fdruh ckj nksgjk;k tk, fd izHkkoh gks ldsA,d vYi nksgjko la[;k O;FkZ gks ldrh gSA D;ksafd mlls Lej.k ;ksX; czkaM igpku LFkkfir ugha gks ldsxhA blhizdkj] ;fn psruk] lans'k vkreh;rk ;k /kukRed czkaM Hkkouk esa dksbZ vf/kd of) ugha] gks ldss rks ,d Åaph nksgjkola[;k Hkh O;FkZ tk ldrh gS] ;fn mdrkgV gS rks Åaph la[;k fuf'pr :i ls gkfuizn gksxhA

foKkiu dh izHkko'khyrk

(Advertising Effectiveness)

D;k foKkiu dh izHkko'khyrk ukih tk ldrh gS\ ;fn gka] rks fdl gn rd\ izfr #i;k fdlh izdkj ds foKkiu ij O;;ls D;k foØ; ek=kk esa of) gks ldrh gS\ foKkiu izHkko'khyrk dks ekius ds fy, izk;% dksbZ vPNh fofèk ugha gSA vktds foKkiu py brus vf/kd gSa rFkk mudk lfEefyr izHkko fdlh Hkh iz;ksx esa bruk gS fd LohÑfr dh vksj izxfr dsmidj.k foKkiu ds izHkko dks ukius dk vfLrRo izk;% ugha gh jgk gSA

foi.ku ds fl)kUr278

tc ge daiuh ds foKkiu rFkk daiuh ij mlds izHkkoksa ij fopkj djrs gSa] ml le; ge ,d py izfrLi/kkZ ds fo"k;esa ppkZ dj ldrs gSaA izfrLi/khZ Hkh pqi ugha jgrs gSaA os Hkh gekjs foKkiuksa dks ns[krs gq, vius foKkiu ds dk;Z djrs gSaftls gekjs foKkiu dk izHkko ugha Hkh fn[kkbZ ns ldrkA fofHké pyksa ds gksus ij Hkh ge foKkiu ds izHkko Hkh ugha fn[kkbZns ldrkA fofHké pyksa ds gksus ij Hkh ge foKkiu ds izHkkoksa dks uki ldrs gSaA nks fof/k;ka gSa ftuds }kjk ge bls ukildrs gSaA 1. lapkj izHkko (Communications Effect) 2. foØ; izHkko (Sales Effect)A

dksbZ Hkh O;fDr foKkiu }kjk lapkj lekpkj izkIr djrk gSA ;fn foKkiu ds ckn foØ; esa of) gksrh gS] rks ;g foKkiuds dkj.k ekuk tk,xkA dksbZ Hkh xzkgd curk gS rks D;ksa\ blfy, fd mldh dqN vko';drk gSA fdUrq foKkiu gh mlscrkrk gS fd fdl vko';drk dh iwfrZ mRikn ds }kjk dh tk ldrh gSA ySfot o LVhuj (Lavidge & Steiner) ds }kjkfd;k x;k ekWMy ;g n'kkZrk gS fd foKkiu fuf'pr :i ls izHkkoiw.kZ gS rFkk blds ukik tk ldrk gSA

fp=k 16.3 foKkiu dh izHkko'khyrk (Advertising Effectiveness)

mDr ekWMy n'kkZrk gS fd foKkiu fdlh O;fDr dks fdl izdkj ls izHkkfor djrk gSA mlds vkpj.k] fopkjksa ls Hkkoukvksadh vkSj rFkk fQj y{;ksa dh vksj ifjorZuA ;gh vkpj.k ml O;fDr dks vifjfpr fLFkfr ls mls mRikn ds Kku] Kkuls pkg] pkg ls izkFkfedrk vkSj laizR;; (Comiction rFkk vafre :i ls laizR;; ls Ø; dh vksj ys tkrk gSA ;g vkpj.kfof/k foKkiu ds dkj.k gSA blesa ;g fl) gksrk gS fd fdlh mRikn ds Ø; ds fy, O;fDr dks izHkkfor djus esa foKkiudk cM+k gkFk gksrk gSA foKkiu dsoy mRikn dk Kku gh ugha nsrk oju~ fdlh Hkh O;fDr esa mldh pkg mRié djrk gSAilan esa izkFkfedrk fnykrk gS rFkk mldks [kjhnus ds fy, izsfjr djrk gS ftlls fd Ø; ds fu.kZ; fudkyrs gSaA

fp=k 16.4 foKkiu foKkiu izHkkoksRoikdnrk dk ewY;kadu (Evaluating Advertising Effectiveness)

foKkiu çHkkoksRikndrk dk ewY;kadu(Evaluating Advertising Effectiveness)

1. miHkksDrk çHkko (Sales Effect)

1. miHkksDrk Øe ijh{k.k (Consumer-July Test

ii. ;ksX;rk Øe ijh{k.k (Order of Merit Test)

ii. rqyukRed ;qxy ijh{k.k (Paired Comparison Test)

2. igpku ijh{k.k (Recognition

Test)

lapkj çHkko(Communication Effect)

3. iqu% Lej.k ijh{k.k (Recall Test)

i. xSyi ,oa jksfcUlu ijh{k.k (Gallup & Robinson Test)

ii. jsfM;ks ,oa Vsyhfotu iqu% Lej.k ijh{k.k

iii. lgp;Z ijh{k.k

iv. Kku ijh{k.k (Knowledge Test)

Ø; dh vksj xfr(Progress towards Purchase)

lacaf/kr O;ogkj ij ifj.kke(Related behaviour dimensions)

igpkuuk ¼tkuuk½ (Awareness)

Kku(Knowledge)

pkg ialn (Liking)

çFkfedrk (Preference)

lçR;;&fo'okl (Comiction)

Ø; (Purchase)

ltkrh;rk (Cognitive)

fopkjksa ds foKkiu] lwpuk,a rFkk rF;ksadks çnku djrh gSA

çHkko (Realm)

Hkkoukvksa dk {ks=k] foKkiu vfHkofrvksa

rFkk vuqHkoksa dks cnyrk gSA

y{;ksa dk {ks=k foKkiu bPNk dks

tkxr D;k ekxZ n'kh Z djrk gS

ç;lu

279foKkiu

1. foØ; izHkko (Sales Effect): foKkiu ds izHkko dk ewY;kadu foØ; of) ls ekik tk ldrk gSA ;fn fdlhmRikn dh fcØh c<+rh gS rks ;g dgk tk ldrk gS fd ;g foKkiu ds izHkko ds gh dkj.k gSA ysfdu ,slk mlhle; laHko gSa tcfd foKkiu ds vfrfjDr vU; py fLFkj gksa vkSj foKkiu ds rqjUr ckn rsth ls foØ; esa of)gksA

foKkiu ds izHkko dks ekius ds fy, nks foØ; 'kgj ;k {ks=k pqus tkrs gSa ftudks (1) ijh{k.k 'kgj (Test Market),

(2) fu;a=k.k 'kgj (Controlled Market) dgrs gSaA ijh{k.k 'kgj dk vFkZ ml 'kgj ;k {ks=k ls gS ftlesa foKkiufd;k tkrk gSA ;fn bu nksuksa 'kgjksa ;k {ks=kksa esa igys foØ; dh ek=kk cjkcj Fkh ysfdu ,d 'kgj esa foKkiugks tksu ls ml 'kgj esa foØ; dh ek=kk igys foØ; dh rqyuk esa c<+ tkrh gS rks ;g dgk tkrk gS fd foKkiuizHkkodkjh jgk gSA ijh{k.k esa foKkiu ls iwoZ u foKkiu ds ckn dh foØ; rqyiuk dh tkrh gSA

foKkiu o foØ; esa laca/k rks gksrk gS ysfdu bruk vf/kd ughaA ;g /kkj.kk fd pkyw foØ; pkyw foKkiu dkgh izHkko gS] xyr gSA pkyw foØ; fiNys foKkiuksa dk lap;h izHkko gks ldrk gSA foKkiu dk foØ; ij D;kizHkko iM+rk gS ;g ekiuk dfBu gSA ysfdu Mkd foKkiu dk izHkko ekik tk ldrk gSA bldk dkj.k ;g gSfd Mkd foKkiu ds izkIr gks tkus ij gh mldk vkns'k xzkgd }kjk fn;k tkrk gSA vU; miHkksDrk oLrqvksa esafoKkiu izHkko ugha ekik tk ldrk gSA

2. lapkj izHkko (Communication Effect): fdlh foKkiu dk;ZØe dh izHkkoksRikndrk (Effectiveness) nksizdkj ls ekih tk ldrh gS ,d rks foKkiu izfr (Advertising Copy) dks foKkiu ek/;e (Advertising Media)

dks Hkstus ls iwoZ ekiuk fd D;k og foKkiu izHkkodkjh gksxk\ bldks iwoZ ijh{k.k (Pre-Testing) dgrs gSaA nwljsesa tc foKkiu turk rd igqap tkrk gS rc mldh izHkkoksRikndrk vkadh tkrh gSA bldks foKkiu ds cknijh{k.k (Post-Testing) dgrs gSaA fuEu rjhds bldh izHkkoksRikndrk dks vkadus ds fy, dke esa yk;s tkrs gSaA

(1) miHkksDrk iap ijh{k.k (Consumer Jury Test), (2). igpku ijh{k.k (Recognition Test), rFkk (3) iqu% Lej.kijh{k.k (Recall Test)A

(i) miHkksDrk iap ijh{k.k (Consumer Jury Test): izHkkoksRikndrk dks vkadus dk ;g iwoZ ijh{k.k okykrjhdk gSA bldks lEefr ijh{k.k Hkh dgrs gSaA bl rjhds esa miHkksDrkvksa dks foKkiu izfr fn[kk;h tkrhgS vkSj muls ml foKkiu ds izfr viuh izfrfØ;k O;Dr djus dks dgk tkrk gSA lkFk gh muls ;g iwNktkrk gS fd D;k foKkiu ls xzkgd esa oLrq Ø; djus ds fy, Hkkouk tkxzr gksxhA bl rjhds esa ;k rks xzkgdksads ikl foKkiu izfr dh ,d udy o iz'u Hkst fn, tkrs gSaA vkSj muls vkxzg fd;k tkrk gS fd os mldkmÙkj Hkst nsaA bl ijh{k.k ds <ax ds fu"d"kkZsa dks fjdkMZ djus ds nks rjhds gSa% ¼d½ ;ksX;rk Øe ijh{k.k(Order of Merit Test) rFkk ¼[k½ rqyukRed ;qxy ijh{k.k (Paired Comparison Test) A

¼d½ ;ksX;rk Øe ijh{k.k (Order of Merit Test): blesa miHkksDrkvksa iapksa dks dbZ izLrkfor foKkiuizfr;ka nh tkrh gSa vkSj muesa ls Øe ds vuqlkj iapksa dks dbZ pquus dks dgk tkrk gS tks foKkiu izfrmudks lcls vPNh yxrh gS mldks igys Øe ij j[kk tkrk gS rFkk tks nwljs LFkku ij vPNh yxrhgS mldks mlds ckn j[kk tkrk gSA ckn esa bu lHkh izkIr Øeksa dk laxzg djds fu"d"kZ fudky ysrsgSaA

¼[k½ ;ksX;rk ;qxy ijh{k.k (Paired Comparison Test): blesa miHkksDrk iapksa dks izLrkfor foKkiuizfr;ka tksM+s esa nh tkrh gSa vkSj muls mu nksuksa esa ls ,d dks tk lcls vPNh gS pquus dks dgk tkrkgSA blds ckn fQj mu nksuksa esa ls ,d rFkk u;h izfr dh rqyuk djds muesa ls lcls vPNh izfr dkspquus dks dgk tkrk gSA ;g Øe cjkcj pyrk jgrk gS tc rd fd lHkh foKkiu izfr;ksa dh rqyukvU; nwljh izfr;ksa ls u gks tk, tks foKkiu lcls vf/kd ckj ilan vk;s ogh lcls vPNh le>htkrh gSA

foi.ku ds fl)kUr280

(ii) igpku ijh{k.k (Recognition Test): foKkiu dh izHkkoksRikndrk dk ijh{k.k ds vk/kkj ij Hkh fd;k tkldrk gSA ;g rjhdk foKkiu ds ckn ds ijh{k.k dk rjhdk gSA blesa ;knnk'r dks vf/kd egRo fn;k x;kgSA blesa foKkiu dks miHkksDrkvksa dks fn[kk;k tkrk gS vkSj muls iwNk tkrk gS fd D;k mUgksaus ,slk foKkiudHkh ns[kk gS ;fn bldk mÙkj ^gka** esa vkrk gS rks blls fu"d"kZ fudkyk tk ldrk gS fd foKkiu izHkkodkjhjgk gSA

(iii) iqu% Lej.k ijh{k.k (Recall Test): ;g Hkh foKkiu ds ckn ds ijh{k.k dk rjhdk gSA blesa xzkgdksa ls ;giwNk tkrk gS fd D;k mUgksaus ,slk foKkiu] ftlesa bl izdkj dh ckrsa gSa] ns[kk gS\ blesa foKkiu xzkgdksadks fn[kk;k ugha tkrk gSA ;fn xzkgdksa }kjk bl izdkj ds iz'uksa ds mÙkj gka esa fn;s tkrs gSa rks blls ;gfu"d"kZ fudyrk gS fd foKkiu izHkkodkjh jgk gSA bl iqu% Lej.k ijh{k.k ds fuEu rjhds gSa&

¼d½ xSyi ,oa jksfcUl ijh{k.k] ¼[k½ jsfM;ks ,oa Vsyhfotu iqu%Lej.k ijh{k.k] ¼x½ lgp;Z ijh{k.k] rFkk ¼?k½Kku ijh{k.kA

¼d½ xSyi ,oa jksfcUl ijh{k.k (Gallup & Robinson Test): blesa mÙkj nsus okyksa dks igys og if=kdkfn[kk;h tkrh gS ftlesa foKkiu Nik FkkA fQj muls iwNk tkrk gS fd D;k mUgksaus ml if=kdk dkvoyksdu fd;k gS ;fn mÙkj gka esa vkrk gS rks fQj muds le> dbZ czkaMksa ds dkMZ j[k fn;s tkrsgSa vkSj muls iwNk tkrkgS fd mUgkasus blesa ls fdl czkaM ds foKkiu dks ns[kk gS fQj muls ml czkaMds foKkiu ds ckjs esa ;kn djds mldh fo'ks"krkvksa dks crkus dks dgk tkrk gS vkSj dqN iz'u blizdkj ds fd;s tkrs gSa fd ^^foKkiu esa D;k dgk x;k gSA D;k blls mRikn dks Ø; djus ds fy,fpÙk vkdf"kZr gqvk gS\** bu lHkh mÙkjksa dks fy[k fn;k tkrk gSA vc if=kdk dks [kksydj mÙkj nsusokys dks og foKkiu fn[kk;k tkrk gS vkSj iwNk tkrk gS fd ^D;k ;g ogh foKkiu gS**\ ;fn mÙkjnsus okyksa esa ls vf/kdrj O;fDr foKkiudrkZ ds fgr fd nf"V ls mÙkj nsrs gSa rks ;g dgk tkrk gSfd og foKkiu izHkkodkjh jgk gSA ;g rjhdk iqu% Lej.k ij vk/kkfjr gS rFkk foKkiu ds cknijh{k.k dk rjhdk gSA

¼[k½ jsfM;ks ,oa Vsyhfotu iqu%Lej.k ijh{k.k (Radio and Television Recall Test): os foKkiu tksjsfM;ks ,oa Vsyhfotu ls fd;s tkrs gSa mu foKkiuksa ds ijh{k.k ds fy, ;g rjhdk viuk;k tkrk gSAblesa jsfM;ks izlkj.k o Vsyhfotu ds }kjk foKkiu ds nwljs fnu VyhQksu ls ;k ?kj&?kj tkdjiwNrkN dh tkrh gS fd D;k mUgksaus veqd czkaM dk foKkiu jsfM;ks ls lquk ;k Vsyhfotu ls ns[kk\;fn ml czkaM ds fy, vf/kdka'k mÙkj gka esa vkrs gSa rks ;g le>k tkrk gS fd foKkiu izHkko'kkyhjgk gSA ;g rjhdk iqu%Lej.k ij vk/kkfjr gS rFkk foKkiu ds ckn ds ijh{k.k dk rjhdk gSA

¼x½ lkgp;Z ijh{k.k (Association Test): ;g foKkiu ds ckn ijh{k.k dk ,d rjhdk gSA mnkgj.k dsfy, mÙkj nsus okyksa ls ;g iwNk tkrk gS fd ,slk dkSu lh Øhe dk foKkiu gS ftlesa ;g fy[kk gS^^Ropk ds fy, eqyk;e ,oa jax lkQ djus esa lgk;dA** ,sls iz'u lgp;Z ds izrhd gSaA ,d vksjrks mRikn gS] nwljh vksj ml mRikn dk ukjk o rhljh vksj ml mRikn ds czkaM dk ukeA ftrus vfèkdmÙkj nsus okys bl ckr dk lgh mÙkj nsrs gSaA mruk gh og foKkiu izHkkodkjh ekuk tkrk gSA ;grjhdk Hkh iqu%Lej.k ij vk/kkfjr gSA

¼?k½ Kku ijh{k.k (Knowledge Test): bl rjhds esa mÙkj nsus okys ls fHké izdkj ds iz'u ds fd;s tkrsgSa ftuls ;g irk pys fd D;k mldks ml oLrq dh tkudkjh gS\ tSls] ^D;k vkius dHkh vk;qoZsnlsok vkJe dk uke lquk gS\** D;k vkius ^vksuhMk** dk uke lquk gS\** blls foKkiu ds izHkkodkjhgksus dk vanktk yx tkrk gSA dqN O;fDr bldks Kku ijh{k.k dk uke nsrs gSaA ;g rjhdk Hkh iqu%Lej.kij gh vk/kkfjr gSA

281foKkiu

vHkh geus foKkiu ds izHkko dks ekius ds dbZ rjhdksa dk v/;;u fd;k gS ysfdu vc iz'u ;g mBrk gS fd bu rjhdksaesa dkSu lk rjhdk lcls vPNk gSA okLro esa fo'okl ds lkFk ;g ugha dgk tk ldrk fd dksbZ rjhdk lcls vf/kd vPNkgS bldk dkj.k ;g gS fd izR;sd fof/k esa dksbZ deh vo'; gSA ysfdu ;g vko';d gS fd izHkko dks fdlh mís'; dksj[kdj gh ekiuk pkfg,A

Js"B foKkiu ds vko';d rRo

(Essentials of a Good Advertisement)

dkSu ls foKkiu vf/kd egRoiw.kZ gksrs gSa\ nwljs 'kCnksa esa dkSu ls rRo foKkiu dks izHkkoiw.kZ cukus ds fy, vko';d gSa\

;gka ge vPNs foKkiuksa rFkk cqjs foKkiuksa ds varjksa dks fn[kkus esa #fp ysrs gSaA fo'ys"k.k ds vk/kkj ij ge ns[ksaxs fd vPNs

foKkiu ds dkSu ls rRo gSa tks foKkiu dks cqjs foKkiu dh rqyuk eas vPNk cukrs gSaA vPNk foKkiu og gS tks ns[kk x;k

gks i<+k x;k gks] le>k x;k gks] fo'okl fd;k x;k gks vkSj ;kn j[kk x;k gksA ;g ljy ifjHkk"kk vPNs foKkiu ds lkjs

rRoksa dks iznf'kZr djrh gSA mUgsa bl izdkj crk;k tk ldrk gS] tSls vkd"kZdrk] #fp mRié djuk] ljyrk] fo'okl

;ksX;rk rFkk ;knnk'rA

1. vkd"kZ.k (Attraction): foKkiu dk izeq[k xq.k vkd"kZ.k gS tks ikBdksa dks vkdf"kZr dj ldsaA tc rd foKkiu

vkdf"kZr u djsa] mldk dksbZ ykHk ugha gSA ;gh ikBd dk foKkiu izfr dh vksj rFkk fQj mRikn vkSj mRikndrk

dh vksj ys tkrk gSA vkd"kZd 'kh"kZd] fofp=k ?kks"k.kk] lkaf[;dh; izekiksa lfgr nkos] vPNs ls vPNs mnkgj.k vPNs

jax ls lc foKkiu ds vkd"kZ.k] dks c<+kus ds fy, vko';d rRo gSaA blesa dksbZ 'kadk ugha gS fd iq#"k ds lwV

ds diM+s ds fy, L=kh lkM+h iguh gqbZ fn[kkbZ tk, tks ml 'kwfVax dks crk jgh gks] rks T;knk vkdf"kZr gksxkA

dqN ifjfLFkfr;ksa esa ,sls mnkgj.k fn, tkrs gSa ftudk csps tkus okys oL=kksa ls dksbZ laca/k ;k laidZ ugha gksrkA

bldk mís'; flQZ ikBdksa dks vkdf"kZr djus ds fy, gh gksrk gSA ,slk gh ,d foKkiu "Siemens India Ltd."

us vius fLop cksMZl ds fy, fd;k Fkk] bl foKkiu dh fo"k;oLrq esa ,d lqanj cPps dk mnkgj.k fn;k x;k FkkA

yksxksa esa bldh lcls igyh izfrfØ;k ;g gksrh gS fd bl NksVs cPps dk bl fLop cksMZ ls D;k laca/k gSA cPpk

,d vkd"kZ.k dk dsUnz cu tkrk gS tks fd foKkiu ds lekpkj ls vyx ugha gSA xzkgd ml foKkiu dks ns[kus

ds ckn mlls vkdf"kZr gksrk gSA fdUrq blds laca/k esa dksbZ fu.kZ; blfy, ugha ys ikrk gS D;ksafd mlds ewY; ds

lekpkj dh deh gSA blfy, dqN le; mijkar og ml foKkiu dks Hkwy tkrk gS] rFkk bl izdkj daiuh vius

laHkkfor xzkgd dks [kks cSBrh gSA vr% blds vfrfjDr vuU;rk (Uniqueness) ewY; lwpuk nkoksa dh izeq[krk

vkfn Hkh izeq[k rRo gS tks fd foKkiu ds vkd"kZ.k dks c<+krs gSaA daiuh }kjk fd, x, nkos Hkh vR;ar izeq[k gSa]

blls xzkgdksa esa Nqih gqbZ vko';drk dks txk;k tkuk pkfg,A ;fn xzkgd mRikn dh vko';drk ls ifjfpr ugha

gS vkSj foKkiu mu vko';drkvksa dks mUgsa crykus esa vleFkZ gS] rks foKkiu vizHkko'kkyh dgyk,xkA ;fn

foKkiu xzkgdksa dh vko';drkvksa laca/kh nkos ugha djrk gS] rks Hkh og csdkj gSA tgka laHkkfor xzkgd ewY;ksa ls

lacaf/kr lwpuk,a pkgrs gksa ogka ;fn foKkiu oLrqvksa ds xq.kksa ds laca/k esa o.kZu nsrk gks] rks ;g foKkiu Hkh csdkj

gS] D;ksafd mlesa vkd"kZ.k ugha jg ikrk gSA izR;sd foKkiu esa ,d fofp=krk gksuh pkfg, ftlls xzkgdksa dks [khapk

tk lds] mudks vkdf"kZr fd;k tk ldsA vf/kdka'k Hkkjrh; daifu;ksa ds foKkiu vlQy blfy, gksrs gSa fd os

oLrqvksa ds xq.kksa ls lacaf/kr tkudjh gh ns nsrs gSaA ewY;ksa dk dksbZ fooj.k ugha gksrkA xzkgd foKkiu dks ns[kus

ds ckn ml mRikn esa #fp ys ldrk gS fdUrq dksbZ fu.kZ; ugha ys ldrk] D;ksafd mlesa ewY; ls lacaf/kr dksbZ fooj.k

ugha gksrk gS] vr% dqN le; mijkar og ml oLrq rFkk ml foKkiu ds laca/k esa Hkwy tkrk gSA bl izdkj daiuh

vius laHkkfor xzkgd dks [kks cSBrh gSA

2. #fp dk ltu (Creation of Interest): vkd"kZ.k ds lkFk&lkFk foKkiu esa #fp Hkh gksuh pkfg,] mlesa ikBd

esa Ø; djus dh #fp txkus dh {kerk gksuh pkfg,A bl rRo ds fy, foKkiu ds ¼fiNys iSjkxzkQksa esa crk, x,½

foi.ku ds fl)kUr282

rRo ,d nwljs ls Ja[kfyr gksus pkfg,& ml le; ls tc ls foKkiu dk igyk rRo 'kh"kZd ns[kk x;k gksA 'kh"kZd

foKkiu dk igyk rRo ekuk tkrk gSA ;fn foKkiu dks izHkkoiw.kZ cukuk gS rks mlesa #fp mRié djus dk xq.k

gksuk pkfg,A dsoy rF; vkadM+s vkSj lkaf[;dh; fooj.k ikBd dks cksj dj nsrs gSaA mUgsa dqN #fpdj fof/k;ksa

}kjk] vPNs mnkgj.kksa }kjk] xzkQksa ¼fp=kksa½ }kjk rFkk #fpiw.kZ Hkk"kk }kjk fn[kk;k tkuk pkfg,A

3. ljyrk (Simplicity): ljyrk izHkkoiw.kZ foKkiu ds fy, vko';drk gS la;ksxkax gSA ;g izekf.kr rF; gS fd

iwjs iés ds vPNs jaxhu foKkiu ls ,d pkSFkkbZ iés dk fcuk jax dk foKkiu ¼tks dsoy lQsn o dkys esa gks½ vfèkd

izHkkoiw.kZ gks ldrk gSA tc rd ikBd foKkiu dks ljyrk ls tYnh ls u le> ys rc rd foKkiu dk dksbZ

Qk;nk ugha gSA 'kh"kZd dk mnkgj.k rFkk fo"k;oLrq ljy gksuh pkfg,A foKkiu ljy Hkk"kk esa izLrqr fd;k tkuk

pkfg, rFkk mldk vFkZ Li"V gksuk pkfg,A foKkiu dh ljyrk ;k tfVyrk ikBdksa ij Hkh fuHkZj djrh gSA gesa

fdlkuksa ds fy, ljy vkSj izR;{k vihyksa dk iz;ksx djuk pkfg,A tcfd i<+s&fy[ks yksxksa ds fy, ge tfVy

vkSj vizR;{k vihyksa dk iz;ksx dj ldrs gSaaA

4. fo'okl ;ksX;rk (Believability): foKkiu fo'okl ;ksX; gksuk pkfg,A nkoksa rFkk vihyksa dk izHkko rc [kRe

gks tkrk gS tcfd ikBdksa esa fo'okl u gksA xzkQksa] mnkgj.kksa] loZs{k.kksa] usrkvksa] vuqla/kkuksa dh miyfC/k;ksa]

iz;ksx'kkykvksa ds ijh{k.kksa] i=kksa dh QksVks dkfi;ksa izek.k&i=kksa vkfn ds }kjk foKkiuksa ds fo'okl dks c<+k;k tk

ldrk gSA dksbZ VwFkisLV foKkiudrkZ tSl dksyxsV] QksjgsUl budk iz;ksx vius mRiknu ds izorZu ds fy, djrs

gSaA vkS|ksfxd oLrqvkas ds foKkiuksa ds fy, lQy iz;ksxdrkZvkas ds mnkgj.k fp=kksa vkfn ds }kjk fn, tk ldrs

gSa vf/kdka'k cSad] chek daifu;ka vkSj nwljh lsok;sa iznku djus okys viuh lsokvksa ds fy, blh rduhd dks viukrs

gSaA ek/;e] ftuds }kjk foKkiu izLrqr fd, tkrs gSa] fo'okl dks c<+k ldrs gSaA byLVªsVM ohdyh] jhMlZ MkbtsLV]

/keZ;qx ds foKkiuksa dks i<+us okys nwljh if=kdkvksa ds] tks T;knk ekU; ugha gSa] ikBdksa dh rqyuk esa foKkiuksa ij

vf/kd fo'okl djrs gSaA

5. ;knnk'r (Rememberance): vPNs foKkiu ds fy, ;knnk'rrk ,d izeq[k vko';d rRo gSA yksxksa dh

;knnk'rrk detksj gksrh gS blfy, tc rd foKkiu ckj&ckj u fd;k tk, rc rd yksx mls ;kn ugha j[k

ldrs gSaA fLFkjrk ds fy, iqujkofÙk vko';d gS foKkiu dks iz Hkko cukus ds fy, mls ikap ls nl ckj fuf'pr

le;karjksa ls mlh ;k nwljs ek/;eksa ls nksgjk;k tkuk vko';d gSA lcls izFke volj ij tc foKkiu dks yksxksa

ds lkeus is'k fd;k tkrk gS rks gks ldrk gS fd dbZ yksx mls ns[ksa ;k dbZ yksx izFke nf"V esa mls igpku u

ik,aA bu lcds fy, foKkiu dk nqgjk;k tkuk vko';d gS ftlls fd ikBdksa dh ;knnk'r Hkh cuh jgsA Ø;

dh iqujkofÙk dks izHkkfor djus ds fy, Hkh foKkiu dk nqgjk;k tkuk vko';d gSA xzkgdksa }kjk Ø; dh ckjackjrk

daiuh dh lQyrk ds fy, vko';d gSA izkFkfed Ø; ds ckn Ø; dh iqujkofÙk vkRefo'okl dks c<+krh gS rFkk

mRikn vkSj QeZ dh [;kfr dks c<+krh gSA

6. lwpukiznk (Informative): ,d vPNk foKkiu gksus ds fy, ;g vko';d gS fd og mRikn dh fo'ks"krkvksa]

dher] xkjaVh] miyC/krk vkfn ds ckjs esa leLr lwpuk iznku djsA

7. dkuwuh o uSfrd nf"V ls lgh (Legally and Ethically Sound): varr% ge ;g dg ldrs gSa fd Js"B foKkiu

ds fy, vko';d rRo ;g gS fd mlesa dksbZ Hkh xyr fooj.k ¼dFku½ ugha gksuk pkfg,A dsoy lR; rFkk lgh

lwpuk,a gh nh tkuh pkfg,] ftlls laHkkfor xzkgd foKkfir mRikn dk iz;ksx djus ds ckn rIr gks lds ¼mUgsa

/kks[kk u fn;k tk,½A lPps foKkiuksa ds LFkkbZ izHkko gksrs gSa ftlls dh lQy foØ; rFkk ykHk gksrk gSA ;g vfr

vko';d gS fd foKkiu dkuwu ,oa uSfrd nf"Vdks.k ls lgh gksuk pkfg,A

283foKkiu

foKkiu ek/;e ds pquko dk fu.kZ;(Media Selection Decision)

;k

foKkiu ek/;e dk pquko djrs le; /;ku nsus ;ksX; ckrsa(Factors to be Considered while Selecting Advertising Media)

foKkiu ek/;e (Advertising media) foKkiu lUns'k igqapkus dk ,d lk/ku gSA ,d mfpr lk/ku dks pquuk gh ,d leL;kgSA ,d foØsrk tks ,d NksVs LFkku ij gS mlds fy, ;g leL;k bruh vf/kd cM+h ugha gS ysfdu mu foØsrkvksa dh leL;kfuf'pr :i ls cM+h gS ftudk {ks=k jk"Vªh; ;k vUrjkZ"Vªh; gSA LFkkuh; foØsrk ds le{k rks foKkiu ek/;e ds LFkkuh;lk/ku tSls] v[kckj] ykmMLihdj] flusek LykbM o lkbu cksMZ] vkfn gksrs gSa ysfdu ,d jk"Vªh; ;k vUrjkZ"Vªh; foØsrkds le{k rks jsfM;ks] Vsyhfotu] i=k&fi=kdk,¡] uqekb'ksa o fHké&fHké ifjfLFkfr;ksa esa fHké&fHké ckrksa ij fuHkZj djrk gSA,d ckr rks lnk gh /;ku esa j[kus ;ksX; gS vkSj og gS laLFkk dk foKkiu ctVA ,d laLFkk ds foKkiu ds ek/;e ds pqukodk fu.kZ; ysus esa ctV gh egRoiw.kZ Hkwfedk vnk djrk gSA laLFkk ds ikl dHkh&dHkh i;kZIr /ku ugha gksrk gS ftlls lHkhfoKkiu lk/kuksa dk mi;ksx fd;k tk ldsA foKkiu ek/;e ds pquko dk fu.kZ; ysrs le; fuEufyf[kr ckrksa dks vo';gh nf"Vxr dj ysuk pkfg,&

1. oLrqvksa ,oa lsokvksa dh izÑfr& foKkiu ds ek/;e dk pquko djrs le; foKkfir dh tkus okyh oLrqvksa ,oalsokvkas dh izÑfr dks /;ku esa j[kk tkuk pkfg,A oLrq,¡ ,oa lsok,¡ dbZ izdkj dh gks ldrh gSa] mnkgj.kkFkZ] oLrq,¡nSfud miHkksx lEcU/kh gks ldrh gSa] vkS|ksfxd dPpk eky gks ldrk gS ;k foykflrk rFkk vkjkenk;dvko';drkvksa dh iwfrZ djus okyh gks ldrh gSaA blh rjg lsok,¡ Hkh vusd rjg dh gks ldrh gSa tSls] cSadksa dhlsok,¡] ejEer dh lsok,¡] lykgdkjh lsok,¡ vkfnA

2. O;olk; dk {ks=k& foKkiu ds ek/;e dk p;u djrs le; cktkj dh fo'kkyrk dks Hkh /;ku esa j[kk tkuk pkfg,A;fn oLrqvksa ,oa lsokvkas dk O;kolkf;d {ks=k jk"Vªh; gS rks jk"Vªh; Lrj ij i=k&if=kdkvksa] jsfM;ks] Vsyhfotu vkfndks foKkiu ds ek/;eksa ds :i esa pquk tkuk pkfg,A blds foijhr ;fn cktkj LFkkuh; gS rks i=k&if=kdkvksads tfj;s] iksLVlZ ds tfj;s ;k ekbd vkfn ds }kjk ls.Mfop vkfn foKkiu ek/;eksa dk pquko fd;k tk ldrkgSA

3. xzkgd oxZ dk LoHkko& foKkiu ds ek/;e dk pquko djrs le; ;g Hkh ns[kuk pkfg, fd xzkgdksa dk oxZ fdlizÑfr dk gSA D;k xzkgd miHkksDrk Js.kh esa vkrs gSa ;k vkS|ksfxd xzkgdksa dh Js.kh esa vkrs gSa\ ;fn foKkiu dsikBd] Jsrk ;k n'kZd miHkksDrk&xzkgd gSa rks muds fy, lekpkj&i=kh; foKkiu] O;kikfjd i=k&if=kdkvksa esafoKkiu vkfn mi;qZDr jgrs gSaA

4. xzkgdksa dh lkekftd ,oa vkfFkZd fLFkfr& foKkiu ds ek/;e dk pquko djrs le; xzkgdksa dh lkekftd ,oavkfFkZd fLFkfr dks Hkh /;ku esa j[kuk pkfg,A xzkgd /kuoku gS ;k xjhc] xzkgd f'kf{kr gS ;k vf'kf{kr] xzkgdiq#"k gS ;k fL=k;k¡ vkfn ckrksa dks Hkh /;ku esa j[kk tkuk pkfg,A ;fn xzkgd xjhc gSa ;k e/;oxZ ds gaS rks lkekU;i=k&if=kdk,¡] v[kckj] iksLVlZ ,oa vkdk'kok.kh }kjk foKkiu djuk Bhd jgrk gSA ;fn xzkgd /kuoku gSa rksVsfyfotu] izR;{k Mkd foKkiu] jsfM;ks ,oa mPpLrjh; i=k&if=kdk,¡ foKkiu ds ek/;eksa ds :i esa pquh tkldrh gSaA ;fn xzkgd vf'kf{kr gS rks jssfM;ks ,oa fQYe dk foKkiu djuk Bhd jgrk gSA ;fn xzkgd f'kf{kr gSarks i=k&if=kdk,¡] Mkd }kjk izR;{k foKkiu] lekpkj&i=k vkfn ds ek/;eksa ds :i esa pquk tk ldrk gSA ;fnL=kh xzkgd gSa rks jsfM;ks] fQYeksa] lkekftd i=k&if=kdk,¡ vkfn ek/;e vf/kd mi;qZDr jgrs gSaA blh izdkj iq#"kksads xzkgd&oxZ ds fy, v[kckj] ls.Mfop foKkiu] Mkd }kjk foKkiu] jsfM;ks] fQYeksa vkfn ek/;e mi;qZDr jgrsgSaA

foi.ku ds fl)kUr284

5. lUns'k dk LoHkko& lUns'k vusd izdkj ds gks ldrs gSa tSls y?kq lUns'k ,oa yEcs lUns'k] xhrkRed ;k o.kkZukRedlUns'k] 'kCnkRed ;k fp=kkRed lUns'k vkfnA blfy, foKkiu ds ek/;e dk pquko djrs le; fn;s tkus okyslUns'k dh izÑfr dks Hkh /;ku eas j[kk tkuk pkfg,A ;fn lUns'k NksVs gksa rks jsfM;ks }kjk] yEcs gksa rksi=k&if=kdkvksa] iksLVlZ }kjk] xhrkRed gksa rks jsfM;ks }kjk] fp=kkRed gksa rks i=k&if=kdkvksa] iksLVlZ ,oa fQYeksa}kjk xzkgdksa rd igqapk;s tk ldrs gSaA

6. miyC/k ek/;eksa dk rqyukRed v/;;u& foKkiu ds ek/;e dk pquko djrs le; O;kolkf;d txr esa ftrusHkh ek/;e miyC/k gSa mudk rqyukRed v/;;u djuk pkfg,A izR;sd foKkiu&ek/;e ls izkIr gksus okys ykHkksa,oa gkfu;ksa dk foospu djuk pkfg,A miyC/k ek/;eksa dk rqyukRed v/;;u djrs le; fuEu rF;ksa ij fopkjfd;k tkuk pkfg,%

(i) ek/;e dk izpyu% izR;sd O;kikfjd laLFkk dks ;g irk jgrk gS fd izfr;ksxh laLFkk;sa fdu ek/;eksa dksiz;qDr dj jgh gS vkSj mudks dSlh lQyrk izkIr gks jgh gSA blfy, O;kolkf;d txr esa ftl oLrq dsfy, tks lk/ku vf/kd iz;qDr fd;k tk jgk gks] foKkiudrkZ dks pkfg, fd og mls gh dke esa ysAmnkgj.kkFkZ] ;fn foKkiu] v[kckj] iksLVlZ ,oa jsfM;ks o fQYeksa }kjk fd;k tk jgk gS rks foKkiudrkZ dksHkh bUgha ek/;eksa dks viukuk pkfg,A

(ii) ek/;e dh yksdfiz;rk ,oa izfr"Bk% foKkiudrkZ dks ek/;eksa dk pquko djrs le; mudh yksdfiz;rk ,oaizfr"Bk ij fopkj djuk pkfg,A ek/;eksa dh yksdfiz;rk ,oa izfr"Bk dk vuqeku mlds {ks=k ,oa izHkkoksa }kjkyxk;k tk ldrk gS] tSls v[kckj ,oa i=k&if=kdkvksa dh ykssdfiz;rk ,oa izfr"Bk dk vuqeku bl ckr lsyxk;k tk ldrk gS fd og jk"Vªh; Lrj dk gS ;k LFkkuh; Lrj dk] mls fdrus ,oa fdl oxZ ds O;fDri<+rs gSa rFkk mldh vkofÙk dSlh gSA

(iii) ek/;e dh ykxr% foKkiudrkZ dks ek/;eksa dk pquko djrs le; mudh ykxr ij Hkh fopkj djuk pkfg,]D;ksafd izR;sd laLFkk lhfer lk/kuksa dk vf/kdre rFkk lokZsÙke mi;ksx djuk pkgrh gSA ek/;eksa dh ykxrdk vuqeku le;] O;;] muds {ks=k (Coverage) izHkko] LFkkf;Ro vkfn dks /;ku esa j[kdj yxk;k tkukpkfg,A

7. foKkiu dh izfrfyfi& foKkiu ds ek/;eksa ds pquko dks cgqr ckj foKkiu dh izfrfyfi;k¡ Hkh izHkkfor djrhgSaA blfy, foKkiudrkZ dks pkfg, fd og ek/;eksa dk pquko djrs le; foKkiu dh izfrfyfi;ksa ds vkdkj ,oavU; fo'ks"krkvksa vkSj muds 'kh?kz izdk'ku dh vko';drk dh rhozrk dks /;ku esa j[ksaA mnkgj.k ds fy, ;fnQqVdj O;kikfj;ksa dks vius xzkgdksa dks ;g lwpuk nsuh gS fd eky dk u;k LVkWd vk x;k gS vkSj 'kh?kz gh lekIrgksus okyk gs rks og LFkkuh; i=k&if=kdkvksa] iksLVlZ vkfn ds }kjk ,slh lwpuk ns ldrk gS vkSj ;fn eky ds LVkWddh lekfIr dh lwpuk nsuh gS rks og viuh nqdku ds vkxs bl vk'k; dh ,d r[krh yxkdj Hkh ns ldrk gSA

8. Ø;&fu.kZ;ksa dk le; ,oa LFkku& foKkiu ds ek/;eksa dk pquko djrs le; ;g /;ku esa j[kuk pkfg, fd dkSulk,slk ek/;e gS tks xzkgdksa rd muds }kjk eky [kjhnus ds fu.kZ; ysrs le; rd igqap ldsA mnkgj.kkFkZ] iqLrdfoØsrkvksa ds y, Ldwy ,oa dkWystksa ds [kqyus ds lkFk gh iqLrdsa ,oa f'k{kk lkexzh fcduk 'kq: gks tkrh gSaA blfy,Ldwyksa ,oa dkWystksa ds [kqyus ds dqN le; iwoZ gh ok¡fNr lUns'k iqLrd&foØsrkvksa rd igq¡p tkus pkfg,A

9. foØ; uhfr& foØ; uhfr Hkh foKkiu ds ek/;e ds pquko dks izHkkfor drh gSA mnkgj.kkFkZ] ;fn xzkgd Fkksd;k QqVdj O;kikjh gSa rks Mkd }kjk foKkiu ds ek/;e dks viuk;k tk ldrk gSA

10. cktkj (Market)& foKkiu lUns'k igqapkus dk ,d lk/ku gSA blfy, lcls igys bl ckr ij fopkj dj fy;ktkuk pkfg, fd lUns'k fdu O;fDr;ksa rd igqapkuk gS\ blh ckr dks bl izdkj dg ldrs gSa fd ml oLrq dkcktkj fdl izdkj dk gS\ D;k foKkiu lUns'k lHkh izdkj ds O;fDr;ksa rd igqapkuk gS ;k L=kh] cPps] O;kikjh]fdlku] vkfn rd\ ;g lwpuk rks miHkksDrk vuqlU/kku ls izkIr dh tk ldrh gSA

285foKkiu

foKkiu lk/ku ds dqN rjhds ,sls gSa tks ns[kus esa rks ,d ls yxrs gSa ysfdu muds vuqdj.k djus okys vyx&vyxgSa( tSls] if=kdkvksa ds i<+us okys vyx&vyx gksrs gSaA dqN if=kdk,¡ cPpksa dh gksrh gSa rks dqN O;kikfj;ksa dhAblh izdkj dqN fL=k;ksa dh rks dqN flusek izsfe;ksa dhA v[kckj Hkh vyx&vyx izdkj ds gksrs gSaA dqN rks etnwjksads fy, gksrs gSa] rks dqN lk/kkj.k turk ds fy,] rks dqN O;kikfj;ksa ds fy,A

vr% foKkiu ek/;e fu.kZ; djrs le; miHkksDrk ds izdkj o ek/;e dh izÑfr dks /;ku esa j[kdj fu.kZ; ysukpkfg,A

11. forj.k iz.kkyh (Distribution policy)& foKkiu ek/;e dk pquko djrs le; foKkiudrkZ }kjk viuh fooj.kiz.kkyh dks Hkh /;ku esa j[kuk pkfg,A blesa dksbZ ykHk ugha gS fd foKkiu ,sls lk/kuksa ls djk;k tk; ftudkizlkj.k lEiw.kZ Hkkjr esa gksrk gks ysfdu ml oLrq ds foØsrk lEiw.kZ Hkkjr esa u ik;s tk;saA vr% foKkiu ,sls lkèkuksals djk;k tkuk pkfg, fd ;fn dksbZ O;fDr foKkiu ls izHkkfor gksdj oLrq Ø; djus dh bPNk j[krk gS rksmls og oLrq vius uxj] 'kgj ;k LFkku ij fey ldsA

12. ek/;e dk pyu (Circulation of the media)& pyu dk vFkZ gS fd ;fn v[kckj gS rks mldh fdruh izfr;k¡fcdrh gSa\ blh izdkj ;fn og if=kdk gS rks mlds fdrus xzkgd gSa\ ;fn og Vsyhfotu ;k jsfM;ks gS rks fdrusO;fDr Vsyhfotu ns[krs gSa ;k jsfM;ks lqurs gSa\ foKkiu ek/;e dk pquko djrs le; ek/;e ds pyus dk Hkh è;kuj[kuk pkfg, vkSj mlh ek/;e dks pquuk pkfg, ftldk pyu lcls vf/kd gSA

13. ek/;e dh ykxr (Media cost)& foKkiu ds fofHké ek/;eksa }kjk fofHké foKkiu njsa yh tkrh gSa] tSls] nSfudv[kckjksa }kjk izfr ykbu dh nj ls foKkiu O;; fy;k tkrk gS ysfdu if=kdk,¡ iwjs ist ;k vk/ks ist o pkSFkkbZist dh nj ls O;; ysrh gSaA ,d foKkiudrkZ dks ;g ns[kuk gS fd de&ls&de O;; esa fdrus vf/kd xzkgdksard igqap ldrk gSA bldks ge ,d mnkgj.k }kjk Li"V dj ldrs gSaA eku yhft, nks v[kckj fgUnqLrku VkbElo VkbEl vkWQ bf.M;k gSaA nksuksa dk izpyu Øe'k% 3 yk[k v[kckj o 5 yk[k v[kckj gSA ysfdu foKkiu njsa3 #i;s iafDr o 4 #i;s iafDr gS rks ,d v[kckj dk izfr yk[k O;; fuEu izdkj fudysxk&

v[kckj pyu izfr iafDr foKkiu nj izfr ,d yk[k ij nj

fgUnqLrku VkbEl 3,00,000 3 #i;s 1 #i;k

VkbEl vkWQ bf.M;k 5,00,000 4 #i;s 80 iSlk

izfr yk[k ij O;; fudkyus dk fu;e gS&

bl izdkj ,d foKkiu djkus okys dks VkbEl vkWQ bf.M;k vPNk jgsxk D;ksafd blesa ,d iafDr dh nj 80

iSls iM+rh gS tcfd fgUnqLrku VkbEl dh nj ,d #i;sA oSls ;g lk/kkj.k fu;e gS fd ftl v[kckj dk pyu(circulation) ftruk vf/kd gksxk mldh izfr yk[k nj Hkh de gksxhA blds foijhr] ftl v[kckj dk pyuftruk de gksxk mruh gh mldh izfr yk[k ij nj vf/kd gksxhA

if=kdkvksa ds fy, Hkh blh izdkj dh njsa izfr gtkj ij fudkyh tkrh gSa vkSj bldk fu;e Hkh bl izdkj gS&

izfr ist nj

izpyu

×1 000,

Vsyhfotu o jsfM;ks dh njsa izfr feuV] ?k.Vs] vk/kk ?k.Vs o pkSFkkbZ ?k.Vs dh gksrh gSaA blesa ;g fudkyuk iM+rkgS fd izfr feuV esa fdrus O;fDr Vsyhfotu ns[krs gSa ;k jsfM;ks lqurs gSa&

14. foKkiudrkZvksa dh jhfr (Advertisers' usage)& ,d foKkiudrkZ ftl foKkiu ek/;e dks viukrk gSmldk izfr;ksxh Hkh mldks bl vk'k; ls viuk ysrk gS fd og izHkkoksRiknd vo'; gksxkA vr% ,d foKkiudrkZ

iafä dh nj

izpyu

×100 000, ,

foi.ku ds fl)kUr286

dks foKkiu ek/;e lEcU/kh fu.kZ; ysrs le; izfr;ksxh laLFkk dh foKkiu jhfr dks Hkh le> ysuk pkfg,A ysfdumldh udy u djds ;g le>us dh dksf'k'k djuh pkfg, fd mldk foKkiu dgk¡ vkSj dSls gksrk gS\

15. foKkiu dk mís'; (Objective of the advertising)& fdlh foKkiu ek/;e ds pquko ij foKkiu mís'; dkizHkko iM+rk gSA tSls] ;fn foKkiu rqjUr djkuk gS rks blds fy, lekpkj&i=k o ykbMLihdj Bhd gSaA blhizdkj ;fn foKkiu dk mís'; nh?kZdkyhu izHkko Mkyuk gS rks if=kdk,¡ Bhd gSaA

287foKkiu izfr

v/;k;&17

foKkiu izfr(Advertisement Copy)

foKkiu djkus ls iwoZ foKkiu izfr dk fuekZ.k djk;k tkuk vko';d gSA fuekZ.k dh nf"V ls ;g foKkiu dh izfr;k¡ fuEuizdkj dh gks ldrh gSa&

(I) Nih foKkiu izfr dk fuekZ.k] (II) cká foKkiu izfr dk fuekZ.k] (III) jsfM;ks ,oa Vsyhfotu foKkiu izfr dk fuekZ.k](IV) flusek foKkiu izfr dk fuekZ.kA

vc ge ,d&,d djds budh foLrkj ls O;k[;k djsaxsA

Nih foKkiu izfr dk fuekZ.k

(Preparation of Press Advertisement Copy)

tks foKkiu lekpkj&i=k] if=kdk] tokch iksLVdkMZ ;k fyQkQs] iqfLrdk,¡] vkfn ij Nius gSa muds fy, igys ,d foKkiuizfr rS;kj dh tkrh gSA

vc iz'u mBrk gS fd foKkiu izfr fdls dgrs gSa\ Jh vksVks Dtsij us viuh iqLrd ‘Advertising Producer’ esa bllEcU/k esa fy[kk gS fd ÞfoKkiu izfr ls vFkZ foKkiu dh ml fo"k;&lkexzh ls gS ftls i<+k tk ldsA ;g fo"k;&lkexzhflQZ ,d 'kCn esa gks ldrh gS ;k gtkjksa 'kCnksa esa HkhAß ysfdu Advertising uked iqLrd ds vuqlkj] ÞfoKkiu izfr esaos lHkh rÙo lfEefyr fd;s tkrs gSa tks foKkiu esa fn;s tkrs gSa] pkgs os ekSf[kd gksa ;k n';eku gksa ;k nksuksa izdkj ds gksaAß

bl izdkj foKkiu izfr ds ys[ku dk vFkZ gS fd foKkiu esa D;k&D;k fy[kk gksuk pkfg,A lk/kkj.kr;k ,d foKkiuizfr esa oLrq dk uke] mldk VªsMekdZ] mldk ewY;] izsj.kknk;d okD;] 'kh"kZd] foKkiu djkus okys dk uke] vkfngksrk gSA ;g lHkh ckrsa ,d foKkiu izfr dk vax ekuh tkrh gSaA fo}kuksa dk er gS fd foKkiu izfr esa fuEu ckrsa gksrhgSa&

1- 'kh"kZd&'kh"kZd dk mís'; turk ds /;ku dks vkd£"kr dj dkSrwgy mRié djuk gS] ftlls og mldks i<+s] tSls]Þvkt gh dhft,ß] Þew[kZ er cfu;sß] Þcqf)eku cfu;sßA /;kukd"kZ.k ds lkFk&lkFk 'kh"kZd esa dkSrwgy mRié djusdh {kerk Hkh gksuh pkfg,( ^;g flQZ iq:"kksa ds fy, gS*A foKkiu esa 'kh"kZd lcls Åij fy[kk tkrk gS rFkkog lkekU;r;k cM+s&cM+s v{kjksa esa gksrk gS ftlls fd ikBdksa dk /;ku vkd£"kr gks tk;A ;g 'kh"kZd de&ls&de 'kCnksa esa gksuk pkfg, ftlls fd ikBd 'kh"kZd dks i<+dj vkxs dh fo"k;&oLrq dks i<+us ds fy, bPNqdgksaA

2- mi'kh"kZd&;g NksVs 'kCnksa esa fy[kk tkrk gS vkSj 'kh"kZd esa fy[kh gqbZ ckrksa dks iw.kZrk iznku djrk gSA blds fy,izR;sd egÙoiw.kZ ckr dks mi'kh"kZd nsdj Li"V fd;k tkrk gSA

3- oLrq&foKkiu izfr esa oLrq dk uke Hkh gksrk gS tks 'kh"kZ iafä;ksa esa fn;k gksrk gSA bl dk;Z ds fy, ukjksa dk iz;ksxfd;k tkrk gS] tSls ÞcksuZfoVk ;kfu 'kfä vkSj mRlkgß] ÞckVk ds cwV] u >wB u ywVAß

4- oLrq ds xq.k&oLrq ds xq.k Hkh foKkiu izfr esa fn;s gksrs gSa] ftlls i<+us okyk vklkuh ls oLrq ds ckjsesa le> lds( Þfju lkcqu esa 50 çfr'kr vf/kd /kqykbZ dh 'kfä gSß] ÞykbQckW; dhVk.kqvksa dk uk'k djrkgSAß

+

foi.ku ds fl)kUr288

5- ewY;&ewY; lHkh foKkiuksa esa ug° gksrk gS] ysfdu tgk¡ fuekZrk ewY; fu/kkZfjr dj ewY;ksa ds mrkj&p<+ko dks jksdusdk iz;Ru djrk gS] ogk¡ ewY; Hkh fn;s gksrs gSaA Nis gq, ewY; ,d xzkgd dks vU/kdkj ls cpkrs gSa rFkk ml oLrqdk pquko djus esa lgk;rk igq¡pkrs gSaA

6- foKkiudrkZ dk uke ,oa irk&foKkiu izfr esa foKkiu djkus okys dk uke Hkh fn;k jgrk gS] ftlls xzkgdogk¡ ls lEidZ LFkkfir dj eky e¡xk ldrk gSA ysfdu ,slk Fkksd ,oa QqVdj O;kikfj;ksa ds foKkiuksa esa gksukvfuok;Z gSA os laLFkk,¡ tks cM+h gksrh gSa rFkk ftudk forj.k fuf'pr O;kikfj;ksa o ,ts.Vksa ds ek/;e ls gksrk gSmuds fy, foKkiudrkZ dk uke nsuk gh mfpr gksrk gS] tSls t; bathfu;¯jx oDlZ fyfeVsM ;k fgUnqLrku yhojfyfeVsMA

7- VsªMekdZ ;k czk.M fpÐ&;fn fuekZrk dk dksbZ VsªMekdZ ;k czk.M fpÐ gS rks mldks Hkh foKkiuksa esa fn;k tkukpkfg,( tSls] [ktwj Nki MkyMk ouLifr] xk; Nki vk¡oys dk rsy] cUnj Nki nUr eatu] vkfnA

foKkiu izfr;k¡ fofHké mís';ksa dks /;ku esa j[kdj rS;kj dh tkrh gSa vr% foKkiu izfr;k¡ dbZ izdkj dh gksrh gSa ftuesals izeq[k fuEufyf[kr gSa&

1- lwpukRed izfr (Descriptive copy): tc foKkiu izfr bl mís'; ls cuk;h tkrh gS fd xzkgdksa dks oLrq dsckjs esa foLrr tkudkjh nh tk lds rks ,slh izfr esa oLrq ds xq.kksa dk foLrr fooj.k fn;k tkrk gSA

2- lq>kokRed izfr (Suggestion copy): tc fdlh oLrq ds xq.kksa dk izpkj gks pqdrk gS rks tulk/kkj.k dks oLrqØ; djus ds fy, lq>ko fn;k tkrk gS] ftlls turk ml foKkiu dks i<+ ;k ns[kdj oLrq dh vko';drk vuqHkodjus yxsA

3- f'k{kkRed izfr (Educative copy): blesa oLrq ds xq.kksa dk o.kZu bl izdkj fd;k tkrk gS fd ikBd ml izfrdks i<+ ;k ns[kdj izHkkfor gks ldsaA blds fy, oLrq ds xq.kksa dk o.kZu oSKkfud <ax ls fd;k tkrk gSA

4- dkj.k izfr (Reason why copy): bl izdkj dh izfr esa og fy[kk jgrk gS fd turk dks ml oLrq dks D;ksaØ; djuk pkfg,\ blds fy, mldh DokfyVh] xq.k] ewY; vkfn dh vPNkbZ crkbZ tkrh gS] tSls] ÞlsUQksjkbTM*dh eqgj yxs diM+s [kjhfn, D;ksafd os fldqM+rs ug° gSaAß

5- ekuoh; dY;k.k izfr (Human interest copy): bl izfr esa Hkkoukvksa dks tkxzr fd;k tkrk gS vr% blds fy,dHkh rks dgkuh crk;h tkrh gS rks dHkh Mj fn[kk;k tkrk gSA

6- ;qfädj.k izfr (Rationalization copy): tc nksuksa izfr;k¡ ¼dkj.k o ekuoh;½ dks feykdj dke esa ykrs gSa rksbls ;qfädj.k&izfr dgrs gSaA lk/kkj.kr;k ,slh izfr esa vkSfpR; ;k [kjhnus ds fy, Hkkouk,¡ tkxzr dh tkrh gSaA

7- iz'uokpd izfr (Questioning copy): bl izfr es ikBdksa ls iz'u fd;s tkrs gSaA tc dksbZ ikBd bu iz'uksa dksi<+ ysrk gS rks muds mÙkj ikus ds fy, mlesa mRlqdrk iSnk gks tkrh gS ftlls og ml foKkiu dks iwjk i<+usdk iz;kl djrk gS vkSj lek/kku izkIr dj ysrk gSA

8- rqyukRed izfr (Comparative copy): bl izdkj dh izfr esa miyC/k oLrqvksa ls rdZiw.kZ <ax esa rqyuk dj viuhoLrq dks vf/kd vPNk crkus dk iz;kl fd;k tkrk gSA bl izfr dks rk£dd izfr Hkh dgrs gSaA

9- [;kfr izfr (Goodwill copy): tc dksbZ laLFkk iqjkuh gS vkSj mlus [;kfr v£tr dj j[kh gS rks ml laLFkkdh foKkiu izfr esa bl ckr dk fooj.k nsdj turk dks izHkkfor djus dk iz;kl fd;k tkrk gS] tSls Þ;g laLFkk100 o"kZ ls Hkh vf/kd iqjkuh gSAß

10- izek.ki=kh; izfr (Testimonial copy): bl izdkj dh izfr esa mu O;fä;ksa ds izek.k&i=k fn;s tkrs gSa ftUgksausml oLrq dks iz;ksx dj ns[kk gS vkSj os mlls iw.kZ:i ls lUrq"V gSa] tSls ÞQksjgUl VwFkisLV ls fu;fer :i ls czq'kdjus ij esjs nk¡r 76 o"kZ dh mez esa Hkh eksfr;ksa dh rjg lQsn o pednkj gSa vkSj LoLFk elwM+ksa esa mudh tM+saxgjh o etcwr gSß foHkwfr Hkw"k.k cksl] dydÙkkA

289foKkiu izfr

11- dFkkud izfrfyfi (Colloquial copy): bl izdkj dh izfr esa oLrq ds xq.kksa dk mYys[k okrkZyki ;k dFkkudksads vk/kkj ij fd;k tkrk gS ftlesa fofHké js[kkfp=k o dkVwZu vkfn dk Hkh mi;ksx gksrk gSA bl izdkj dh foKkiuizfr;k¡ i<+us esa jkspd ,oa euksjatd gksrh gSaA dHkh&dHkh dFkkud dfork esa Hkh ns fn;k tkrk gS rc bldks dforkizfr dgrs gSaA

12- iz'kalkRed izfr (Appreciation copy): bu izfr;ksa esa ikBdksa ds fofHké dk;ks± dh lQyrk dh iz'kalk dh tkrhgS vkSj lkFk gh mudks ;g fo'okl fnyk;k tkrk gS fd gekjh oLrq vkids fy, mi;ksxh gS] tSls ÞdM+h esgurus deky dj fn;kA vc vkidks ,d I;kys pk; dh vko';drk gSAß

13- fo'ks"k volj izfr (Special occasion copy): bl izdkj dh izfr dh vko';drk fo'ks"k dkj.kksa ls gks tkrhgS] tSls Þ¶yw nqckjk vk x;k gSAß vr% ,sf.V¶yw xksfy;k¡ yhft,A

14- fefJr izfr (Compound copy): tc ,d izfr esa mi;qZä o£.kr ckrksa esa ls dbZ ckrsa ns nh tkrh gSa rks ml izfrdks fefJr izfr dgrs gSaA

,d vPNh foKkiu izfr ds vko';d xq.k

(Essentials of a Good Advertising Copy)

,d vPNh foKkiu izfr ds fy, vko';d gS fd mlesa ik¡p ckrsa vo'; gksaA bu ckrksa dks ,d okD; ls le>k;k tk ldrkgS&“A good advertising copy must make people see it, read it, understand it, believe it and act upon it.”

1- ns[kuk pkfg,&foKkiu izfr bl izdkj cuh gksuh pkfg, fd turk mldks ns[ksA blds fy, 'kh"kZd] mi'kh"kZd]fp=k] jax] vkfn dk iz;ksx fd;k tk ldrk gSA dqN fo}ku bldks /;ku vkd£"kr djuk Hkh dgrs gSaA pkgs ns[kusds fy, foo'k djus dh ckr dgsa ;k /;ku vkd£"kr djus dhA nksuksa dk mís'; ;g gS fd lEHkkfor xzkgd mldksns[kus ds fy, foo'k gks tk; vkSj mldh fuxkg ,sls foKkiu ij vo'; gh iM+ tk;A

2- i<+uk pkfg,&,slk dksbZ fu;e ug° gS ftlds vuqlkj foKkiu izfr dks i<+uk vfuok;Z gSA vr% blds fy, ;gvko';d gS fd mldks bl izdkj euksjatd cuk;k tk; fd turk mldks i<+sA turk ds i<+us ds fy, mlesaLokLF;] vkjke] lQyrk] lkekftd izfr"Bk] vkfn dh ckr dgh tk ldrh gS rFkk fp=k] dgkuh] okrkZyki] vkfndk mi;ksx fd;k tk ldrk gSA dqN fo}ku bldks #fp mRié djus dh ckr dgrs gSaA foKkiu izfr esa #fpmRié djus dk ;g xq.k Hkh gksuk pkfg,A

3- le>uk pkfg,&,d foKkiu izfr ,slh gksuh pkfg, fd turk dh le> esa vk tk;A mlesa lQkbZ gksuh pkfg,Amlesa lk/kkj.k Hkk"kk dk iz;ksx fd;k tkuk pkfg,A ,slk u gks fd mldks i<+us o le>us ds fy, ,d O;fä dks'kCndks"k dh lgk;rk ysuh iM+saA

4- fo'okl djuk pkfg,&,d vPNh foKkiu izfr esa ;g xq.k Hkh gksuk pkfg, fd i<+us okys ml foKkiu ij fo'okldjsaA blds fy, izek.k&i=k o izkekf.kd vk¡dM+s izLrqr fd;s tk ldrs gSaA dqN fo}ku bldks bPNk rhoz djukHkh dgrs gSaA blds fy, xq.kksa dks cgqr vf/kd c<+k&p<+kdj ug° fy[kuk pkfg,A

5- oLrq pkfg,&,d vPNh foKkiu izfr dk ;g vfUre ,oa egRoiw.kZ xq.k gSA izR;sd foKkiu izfr dk mís'; oLrqdks cspuk gSA ;fn foKkiu izfr ,slk u dj ik;h rks og vius mís'; dh iw£r ug° dj ik;sxh vkSj foKkiunkrkdk lkjk ifjJe o O;; O;FkZ gh pyk tk;sxkA dqN fo}ku bldks ÞbfPNr mís'; dks iw.kZ djukß Hkh dgrs gSaA

foKkiu izfr;ksa esa dqN Hkkoukvksa ;k fopkjksa dk gksuk vfuok;Z gSA fcuk fopkjksa o Hkkoukvksa ds O;fä ij foKkiudk dksbZ izHkko ug° iM+rk gSA ;g fopkj ;k Hkkouk,¡ bl izdkj gSa& 1- LokLF; Hkkouk] 2- lkSUn;Z Hkkouk] 3- xoZHkkouk] 4- vkjke Hkkouk] 5- lQyrk Hkkouk] 6- iSrd Hkkouk] 7- vuqdj.k Hkkouk] 8- ns'k&Hkfä HkkoukA

foKkiu izfr ds vko';d rRo

(Main Elements of Advertising Copy)

izHkkoiw.kZ foKkiu ds fy, ,d foKkiu izfr esa fuEu lkr rÙo vo'; gh gksus pkfg,&

foi.ku ds fl)kUr290

1- /;kukd"kZ.k rÙo (Attention value): vkt dk ekuo vius dk;Z esa dkQh O;Lr jgrk gSA mlds ikl bruk le;ug° gS fd og foKkiu dks <w¡<+sA cgqr ls O;fä rks foKkiu dks iwjk i<+uk rks nwj jgk] os mldh vksj ns[krs Hkhug°A vr% vko';drk bl ckr dh gS fd foKkiu bruk vkd"kZd cuk;k tk; fd ikBd dk /;ku Lo;a gh¯[kpdj foKkiu rd igq¡p tk;A blds fy, vko';d fp=k foKkiu esa yxk;s tk ldrs gSaA vkd"kZd ,oa cM+s&cM+s'kh"kZd fn;s tk ldrs gSaA eu dks cgykus okys mi;qä jaxksa dk iz;ksx fd;k tk ldrk gSA ;gh ug° lqUnj èkkfj;k¡]mÙkj ds fy, dwiu] ek£ed ukjs o fof'k"V LFkkuksa dks Hkh dke esa yk;k tk ldrk gSA tSls Þifjokj ds fy, ek¡dh ilUn MkyMkß] ÞmÙke LokLF; ykbQckW; ds gh dkj.k gSAß

2- lwpd rÙo (Suggestive value): tc foKkiu dh vksj fdlh dk /;ku vkd£"kr gks pqdk gS rks vc vko';drkbl ckr dh gS fd foKkiu izfr oLrq ds ckjs esa Hkh ikBd dks lq>ko nsA bl dk;Z ds fy, oLrq ds xq.kksa] mldsiz;ksx ,oa mi;ksx vkfn dk fooj.k Hkh foKkiu izfr esa fn;k tkuk pkfg,A

3- Lej.k rÙo (Memorising value): ,d foKkiu izfr esa bl ckr dh Hkh vko';drk gS fd mlesa Lej.k rÙoHkh gksA ,d O;fä fnu Hkj esa lSdM+ksa foKkiu ns[krk gS vr% bl ckr dh vko';drk gS fd og foKkiudrkZ dkfoKkiu ;kn j[ksa vkSj Hkfo"; esa ml ij pydj oLrq dks Ø; djsaA ;kn j[kus ds fy, lUns'k NksVk ,oa euksjatdgksuk pkfg,] tSls Þbad ug°] ¯Dod dfg,ß Þpk; fi;ks] cgqr fnu ftvksß] Þyky beyhß] Þ/kkjhokyß] Þts- ds-izksMDVß] ÞVkVk VSDlVkby xzqiß vkfnA

4- fo'okl rÙo (Conviction value): ,d foKkiu izfr esa fo'okl rRo dk gksuk vko';d gSA vkt dk miHkksäkfdlh Hkh oLrq dks rc rd ug° [kjhnrk tc rd fd mldks oLrq dh 'kq)rk o xq.kksa ds ckjs esa fo'okl u gks tk;Ablfy, foKkiu izfr esa ,slh Hkk"kk dk iz;ksx fd;k tkrk gS fd foKkiu i<+us okys dks oLrq ds ckjs esa iw.kZ fo'oklgks tk;] tSls yky beyh ds foKkiuksa esa HksM+ dk fp=k fn;k tkrk gSA Msjh foKkiu esa xk; ;k HkSal dk fp=k n'kkZ;ktkrk gSA ;gh ug°] fo'okl fnykus ds fy, ,sls 'kCnksa dk iz;ksx fd;k tkrk gS&Þuhe VwFk&isLV eq¡g dh nqxZU/kfudky Qsadrk gSß] Þ,sLizks tYn dh nnZ esa vkjke djrh gS D;ksafd og ekbØksQkb.M gSAß dbZ ckj foØ; ds cknlsok dh xkj.Vh nh tkrh gS] tSls ÞÅ"kk ia[kksa dh nks lky dh xkj.Vh gSAß

5- HkkokRed rÙo (Sentimental value): foKkiu esa dksbZ ,slh ckr ug° gksuh pkfg, ftlls O;fä dh Hkkoukvksadks pksV igq¡psA blesa Hkkoqdrk dks vk/kkjf'kyk ekudj ykHk mBkuk pkfg,] tSls jk"Vªh; Hkkoukvksa dk ykHk mBkusds fy, dgk tk ldrk gS] ÞHkkjr esa cuh fgUn lkbfdy [kjhfn,ß] Þ,p- ,e- Vh- ?kfM+;k¡ Lons'kh gSaAß

6- f'k{k.k rRo (Educative value): foKkiu izfr esa f'k{kk rRo dk gksuk Hkh vko';d gSA ,d xzkgd oLrq ds iz;ksxdh fof/k tkus fcuk ml oLrq dks ug° [kjhnrk gSA mldks ,slh oLrq ds [kjhnus esa fgpfdpkgV gksrh gS blhfy,bl ckr dh vko';drk gS fd iz;ksx fof/k Hkh foKkiu izfr esa nh tkuh pkfg, ftlls fd xzkgd ;fn mldk iz;ksxug° tkurk gS rks Hkh foKkiu dks i<+dj oLrq dk iz;ksx dj ldsA MkyMk* ds foKkiuksa esa idoku cukus dh fofèkdk iwjk fooj.k fn;k tkrk gSA ^fgek xqykc tkequ* ds foKkiu esa xqykc tkequ cukus dh fof/k nh jgrh gSA

7- izofÙk rÙo (Instinctive value): izR;sd O;fä vyx&vyx izofÙk dk gksrk gSA ,d dq'ky foKkiudrkZ buizofÙk;ksa dk xgjk v/;;u dj mudk lgkjk ysdj foKkiu djrk gS] ftlls miHkksäk izHkkfor gksa vkSj oLrq dksØ; djsaA bu rÙoksa ds vfrfjä dqN fo}ku fuEu nks rÙo vkSj crkrs gSa&

8- ân; ykykf;r dj nsuk (Evoking the response): foKkiu izfr bl izdkj dh gksuh pkfg, fd xzkgd dsoLrq u pkgus ij Hkh og oLrq dks [kjhnus dks ykykf;r gks tk;A foKkiu mlds eu esa gypy epk nsus okykgksuk pkfg, vkSj tc rd og mldk Ø; u dj ys rc rd mldks ekufld 'kkfUr ug° feyuh pkfg,A

9- foKkiu lEcU/kh cqjkb;ksa ls nwj (Away from Advertising demerits): foKkiu izfr esa foKkiu dh cqjkb;k¡ug° vkuh pkfg,] tSls] feF;k dFku] yEcs&yEcs okD;] vfr'k;ksfä] vlR; ckrsa] O;FkZ ds iz'u ,oa okD;ksa dkiz;ksxA

291foKkiu izfr

foKkiu izfr fuekZ.k esa lko/kkfu;k¡

(Precautions for Preparing an Advertising Copy)

,d foKkiu izfr cukus okys dks foKkiu izfr cukrs le; fuEu ckrksa dks /;ku esa j[kuk pkfg, ;k fuEu lko/kkuh cjruhpkfg,&

1- laf{kIrrk&foKkiu izfr laf{kIr gksuh pkfg,A laf{kIrrk dk vFkZ ;g ug° gS fd vko';d lUns'k dks NksM+ fn;ktk; ;k lUns'k v/kwjk gh Nkik tk;A lUns'k iw.kZ gksuk pkfg, ysfdu la{ksi esaA

2- ljy Hkk"kk&nwljh lko/kkuh ;g gS fd foKkiu dh Hkk"kk ljy gksuh pkfg, ftlls lk/kkj.k O;fä Hkh le> ldsA,slk u gks fd foKkiu le>us ds fy, 'kCndks"k dh lgk;rk ysuh iM+sA lkFk gh okD; Hkh NksVs&NksVs gksus pkfg,A

3- ekSle ds vuqdwy&foKkiu ekSle ds vuqdwy gh fd;k tkuk pkfg,A tSls ;fn ln° dk ekSle gS rks Åuh diM+ksadk vkSj ;fn xehZ dk ekSle gS rks lwrh diM+ksa dk foKkiu gksuk pkfg,A

4- xzkgdksa dks fo'okl&foKkiu izfrfyfi esa xzkgdksa dks fo'okl fnyk;k tkuk pkfg, fd oLrq vPNh gS o foKkfirckrsa lgh gSa vFkkZr~ oLrq esa os lHkh xq.k gSa tks foKkiu esa fy[ks gSaA

5- xq.kksa dk o.kZu&foKkiu izfrfyfi esa okLrfod xq.kksa dk gh o.kZu fd;k tkuk pkfg,A ,sls xq.kksa dk o.kZu ug° djukpkfg, tks oLrq esa ug° gSaA

6- lq#fpiw.kZ Hkk"kk&foKkiu esa #fpiw.kZ Hkk"kk dk iz;ksx fd;k tkuk pkfg,A v#fpiw.kZ ;k v'yhy Hkk"kk dk iz;ksxug° fd;k tkuk pkfg,A

7- mÙkstukiw.kZ u gksuk&foKkiu izfr mÙkstukiw.kZ ug° gksuh pkfg,A blh izdkj og fdlh dh Hkkoukvksa dks Hkh pksVigq¡pkus okyh ug° gksuh pkfg,A

8- feF;k ,oa Nyiw.kZ u gksuk&foKkiu izfr esa feF;k o.kZu ;k Nyiw.kZ o.kZu ug° djuk pkfg, cfYd mlls cpukpkfg,A bldk vFkZ ;g gS fd foKkiu esa lR;rk dk gh mYys[k fd;k tkuk pkfg,A

9- lgkuqHkwfr&iw.kZ&foKkiu esa lgkuqHkwfr fn[kk;h tkuh pkfg,A okrkZyki eS=khiw.kZ gksus pkfg,A

10- uohurk&foKkiu esa uohurk dk gksuk vfuok;Z gS vr% foKkiu izfr cukrs le; uohurk ij /;ku nsuk pkfg,A

11- tuHkkouk ds vuq:i&foKkiu izfr tuHkkoukvksa ds foijhr u gksdj vuqdwy gksuh pkfg,A vFkkZr~ foKkiu izfrcukrs le; bl ckr dk /;ku j[kk tkuk pkfg, fd mlesa dksbZ Hkh ,slh ckr ug° gksuh pkfg, tks turk dh #fp,oa jhfr&fjokt ds izfrdwy gksA

12- izfrLi)kZ dh fuUnk ls cpko&foKkiu izfr esa izfrLi)kZ dh fuUnk djuk mfpr ug° gS vr% mlls cpuk pkfg, A

foKkiu izfr dk fuekZ.k(Preparation of Advertising Copy)

foKkiu izfr dk fuekZ.k djus esa pkj ckrsa vkrh gSa] ftUgsa foKkiu ds fuekZ.k dk dk;Z Hkh dgrs gSa& (I) foKkiu izfr dkys[ku] (II) fp=kksa dk pquko] (III) [kkdk fuekZ.k] (IV) eqæ.kA

foKkiu izfr dk ys[ku

foKkiu izfr esa D;k fy[kk gksuk pkfg, rFkk foKkiu izfr fy[krs le; fdu ckrksa dk /;ku j[kuk pkfg, vkfn ckrksa dkmYys[k geus blh v/;k; esa fiNys iUuksa esa dj fn;k gS vr% mudk fooj.k iqu% izLrqr ug° fd;k tk jgk gSA

fp=kksa dk pquko

(Selection of the Pictures)

foKkiu izfr dk ys[k fuf'pr djus ds ckn bl ckr dk fu.kZ; ysuk gksrk gS fd fp=kksa ,oa mnkgj.kksa dk iz;ksx fd;ktk; vFkok ug°A ;g rks lk/kkj.k lR; gS fd ;fn fdlh O;fä dks dksbZ ckr le>kuh gS rks ckj&ckj dgus ls

foi.ku ds fl)kUr292

og ug° le>rk ysfdu mldks ,d ckj mnkgj.k ;k fp=k ls le>k fn;k tk; rks mldh le> esa vklkuh ls vk tkrhgSA

,slk dgk tkrk gS fd phfu;ksa dh ,d dgkor gS fd Þ,d fp=k ,d gtkj 'kCnksa ds cjkcj gSAß foKkiu esa fp=k ;k fp=kksadk iz;ksx djrs le; fuEu izdkj ds fp=k dke esa yk;s tk ldrs gSa&

1- oLrq dk izn'kZu&foKkiu esa oLrq dks izR;{k :i ls fpf=kr fd;k tk ldrk gS ftlls xzkgd mldh DokfyVh]jax] vkdkj&izdkj] vkfn dks le> ldsA

2- oLrq dh fuekZ.k fof/k&foKkiuksa esa oLrq dks fu£er djrs gq, Hkh n'kkZ;k tk ldrk gS] tSls diM+s dh dbZ ckjtk¡p djus ij gh ^lsUQjkbTM* dh Nki yxk;h tkrh gS] foKkiu esa tk¡p gksrs gq, fn[kk;k tk ldrk gSA

3- oLrq dk iz;ksx&oLrq dks iz;ksx djrs gq, foKkiu esa fp=k fn;k tk ldrk gSA tSls eksp vkus ij nokbZ dks eyrsgq, fn[kk;k tk ldrk gS ;k lkcqu ds foKkiu esa ,d efgyk dks ckFk:e esa ugkrs gq, n'kkZ;k tk ldrk gSA

4- iS dx dk izn'kZu&oLrq dks vPNh izdkj ls dkxt ds FkSyksa esa ;k iV~Bs ds fMCcksa esa ;k fVu ds fMCcksa esa iSd fd;ktkrk gSA foKkiu esa ml iS¯dx dk ckgjh :i izn£'kr fd;k tk ldrk gSA

5- i"BHkwfe &oLrq dh i"BHkwfe dks Hkh fp=k ds :i esa fn;k tk ldrk gSA mnkgj.kkFkZ] iEi ls ikuh fudkyrs le;gjs&Hkjs [ksr ;k dwyj ds foKkiu esa igkM+ksa ij teh cQZ fn[kk;h tk ldrh gSA

6- nq"ifj.kke&;fn oLrq dk iz;ksx u fd;k tk; rks mlds cqjs ifj.kkeksa dks fp=k ds :i esa foKkiu esa fn;k tk ldrkgS] tSls] ;fn vkidh xkM+h esa vPNs czsd ug° gSa rks lM+d nq?kZVuk gksrs gq, fn[kk;k tk ldrk gSA

7- oLrq ds xq.k&oLrq ds xq.kksa dks Hkh fp=k ds :i esa n'kkZ;k tk ldrk gSA

8- laLFkk dk VªsMekdZ ;k czk.M fpÐ&fp=kksa ds :i esa laLFkk dk VsªMekdZ ;k czk.M fpÐ Hkh fn;k tk ldrk gSA bllslaLFkk dh [;kfr esa of) gksrh gSA

9- pkS[kV ;k fdukjs&foKkiu ds pkjksa vksj Qwyi=kksa dh csysa ;k fMtkbunkj fdukjs cuk;s tk ldrs gSaA

foKkiu esa fp=kksa dk pquko djrs le; /;ku nsus ;ksX; ckrsa

foKkiu izfr esa fp=kksa dks izn£'kr djus ds fy, fp=kksa dk pquko djrs le; fuEu ckrksa ij /;ku nsuk pkfg,&

1- vkd"kZd&fp=k vkd"kZd gksa ftlls mudks ns[kus okyk mldks i<+us o ns[kus dk le; nsus ds fy, foo'k gks tk;A

2- jaxksa dk iz;ksx&fp=k lknk o jaxhu nksuksa izdkj ds gksrs gSaA jaxhu fp=kksa dk iz;ksx vPNk jgrk gSA

3- volj ds vuqdwy&fp=k volj ds vuqdwy gksus pkfg,A ;fn R;kSgkj dk foKkiu fd;k tk jgk gS rks fp=k HkhR;kSgkj ds vuqlkj gh gksuk pkfg,A

4- dkVwZu&fp=kksa ds vfrfjä dkVwZu dk Hkh iz;ksx fd;k tk ldrk gSA dHkh&dHkh dkVwZu ds lkFk dFkkvksa dk Hkho.kZu ns fn;k tkrk gSA

5- oLrq ds xq.kksa dh >yd&fp=kksa dk pquko djrs le; bl ckr dk Hkh /;ku j[kuk pkfg, fd ,sls fp=k pqus tk;satks oLrq ds xq.kksa dks >ydkrs gksaA

6- ljy ,oa Li"V&,sls fp=k pquus pkfg, tks ljy rFkk Li"V gksaA

7- lq#fpiw.kZ&fp=k bl izdkj pqus tk;sa tks lHkh dks vPNs yxsaA mÙkstukRed fp=k ug° pquus pkfg,A blh izdkjfdlh Hkkouk dks Bsl igq¡pkus okys fp=k Hkh ug° pquus pkfg,A

8- lh/kk lEcU/k&tks fp=k pquk tk; og ,slk gks fd mldk lEcU/k mRikfnr oLrq ls gks ftlls xzkgd dks le>usesa nsj u yxsA ;fn ,slk ug° gqvk rks xzkgd mlls izHkkfor ug° gksxkA

9- iw.kZ&fp=k vius esa iw.kZ gksus pkfg, vFkkZr~ fp=k dks ns[kdj ikBd ds }kjk iw.kZrk dk vuqHko gksuk pkfg,A

293foKkiu izfr

10- NikbZ&fp=kksa dh NikbZ vR;Ur gh egRoiw.kZ gSA ;fn fp=k lkQ ug° Nik gS rks mldk cqjk izHkko ikBd ij iM+rkgSA vr% fp=kksa dh NikbZ ij fo'ks"k /;ku nsuk pkfg,A

foKkiu izfr esa fp=kksa ds iz;ksx ls ykHk feyrk gSA ;g ykHk fuEufyf[kr gSa&

1- /;kukd"kZ.k (Attraction): fp=k ikBdksa ds /;ku dks vkd£"kr djrs gSa vkSj ikBd dks ml foKkiu dks i<+us dsfy, foo'k djrs gSaA

2- vuqdwy okrkoj.k (Favourable atmosphere): fp=k foKkfir oLrq ds i{k esa okrkoj.k cukus esa lgk;d gksrsgSa rFkk turk dks oLrq ;kn j[kus esa lgk;rk djrs gSaA

3- LFkk;h izHkko (Permanent effect): fp=k ikBdksa ds efLr"d ij LFkk;h izHkko Mkyrs gSaA 'kCnksa dks rks Hkwyk tkldrk gS ysfdu fp=k dk <k¡pk lnk gh efLr"d esa cuk jgrk gSA

4- oLrq izn'kZu (Display of articles): fp=k oLrq dks izn£'kr dj nsrs gSa ftlls turk dks oLrq ds ckjs esa vPNhizdkj ls le> esa vk tkrh gSA

5- iz;ksx fof/k (Use): fp=kksa ds ek/;e ls oLrq ds iz;ksx dh fof/k vPNh izdkj le>k;h tk ldrh gSA

[kkdk fuekZ.k

(Layout)

foKkiu lfefr (Committee on Advertising) ds vuqlkj] Þ[kkdk fuekZ.k ;k vfHkU;kl ,d <k¡pk gS tks foØ; lUns'k dks,d izHkkoh ,oa cyiwoZd fMtkbu esa ifjo£rr djrk gSAß1

bl <k¡ps dh rqyuk ,d edku ds uD'ks ls dh tk ldrh gSA ftl izdkj edku dk uD'kk igys cudj rS;kj gks tkrkgS vkSj fQj edkuA mlh izdkj foKkiu izfr esa <k¡pk igys rS;kj fd;k tkrk gS vkSj fQj foKkiu dh izfr cuk;h tkrhgSA

tc foKkiu izfr dk lkeku rS;kj gks tkrk gS vkSj fp=k dk pquko gks pqdrk gS rc Nkius ds fy, ,d [kkdk rS;kj fd;ktkrk gS ftldks [kkdk fo'ks"kK rS;kj djrs gSa rFkk os gh ;g r; djrs gSa fd foKkiu fdl vkdkj esa Nisxk\ fp=k dgk¡yxsxk\ dSls v{kjksa dk dgk¡&dgk¡ iz;ksx gksxk\ fdrus jaxksa dk mi;ksx gksxk\ vkfnA tc ;g lHkh ckrsa r; gks tkrh gSarc dg° ml foKkiu izfr dks izsl dks Nkius ds fy, fn;k tkrk gSA

[kkdk fuekZ.k ;k vfHkU;kl ds nks dk;Z gSa&

1- fp=k ;k mnkgj.k nsus ls iwoZ vkSj v{kjksa dks pquus ls igys foKkiu ds ckjs esa dYiuk djuk vFkkZr~ ;g r; djukfd foKkiu dh 'kDy fdl izdkj dh gksxhA

2- Nkius okyh laLFkk dks dk;Z'khy ;kstuk (Working plan) cukdj nsuk ftlls fd foKkiu izfr Ni ldsA

[kkdk fuekZ.k ds fl)kUr

(Principles of Layout Construction)

[kkdk fuekZ.k ;k vfHkU;kl ds fuEu 5 fl)kUr gSa&

1- laxBu dk fl)kUr (Principle of unity): ftl izdkj ,d O;fä vius dejs ds fy, vko';d lkeku ¼tSls]QuhZpj] jsfM;ks] ik;nku] ia[kk] vkfn½ bl izdkj dk [kjhnrk gS fd og dejs ds vuq:i gks mlh izdkj [kkdkfuekZ.k ;k vfHkU;kl esa Hkh fp=k] mnkgj.k] v{kj] pkSM+kbZ] vkfn dk pquko Hkh blh izdkj fd;k tkrk gS fd lcfeydj vPNs ,oa mfpr yxsaA ;fn blesa dksbZ deh jg tkrh gS rks foKkiu izfr dk mís'; gh lekIr gks tkrkgS ;k og mruh izHkkodkjh ug° gks ikrh gSA

1. “It is a sketch which translates a sales message into an effective compelling design.”

—Committee on Advertising

foi.ku ds fl)kUr294

2- la;ksx dk fl)kUr (Principle of coherence): [kkdk fuekZ.k esa ftruk le; yxk;k tk;sxk] mlesa ftrukifjorZu fd;k tk;sxk] mruk gh [kkdk vPNk cusxkA ,d ckj ;fn [kkdk vPNk cu tkrk gS rks mlesa ckj&ckjifjorZu djus dh vko';drk ug° gksrh gSA la;ksx dk vFkZ gS fd foKkiu ds iqtsZ bl izdkj Øe esa j[ks tk;safd os lc feydj ,d Li"V >yd ns ldsaA

3- lerk dk fl)kUr (Principle of balance): [kkdk fuekZ.k dk rhljk fl)kUr lerk dk fl)kUr gSA lerkdk vFkZ gS fd [kkdk leku gksA ,slk u gks fd vk/kk fgLlk rks cgqr Hkjk gks o vk/kk cgqr [kkyhA iwjk lekugksuk pkfg,A

4- pky fl)kUr (Principle of movement): ;fn foKkiu i<+us okys dks iwjk foKkiu i<+okuk gS rks pky dsfl)kUr dk ikyu djuk iM+sxkA blds fy, iafä;k¡] rhj ds fu'kku] i|ka'kksa ij uEcj] vkfn Hkh ,d dykdkj}kjk Mkys tkus pkfg,A

5- izn'kZu dk fl)kUr (Principle of display): ;g [kkdk ;k vfHkU;kl fuekZ.k fl)kUr dk vfUre fl)kUr gSAblds vuqlkj ,d le; esa ,d gh oLrq dk izn'kZu fd;k tk; rks vPNk gSA cgqr&lh oLrqvksa dk ,d lkFk izn'kZuug° fd;k tkuk pkfg,A

vfHkU;kl ;k [kkdk fuekZ.k esa lko/kkfu;k¡

(Precautions in Preparing Layout)

foKkiu dk [kkdk cukrs le; fuEu ckrksa dks /;ku esa j[kuk pkfg,&

1- foKkiu cM+s&cM+s v{kjksa dk Nkik tk; ftlls ikBd mldks vklkuh ls i<+ ldsaA

2- foKkiu esa fn;s x;s fp=k ,oa mnkgj.k fo"k; ds vuqdwy ,oa vFkZiw.kZ gksus pkfg,A

3- izR;sd foKkiu uohurk ,oa ekSfydrk fy, gksuk pkfg,A

4- ,d foKkiu [kkdk dsoy ,d oLrq dk gh cuk;k tkuk pkfg, rFkk mlesa lEcfU/kr lHkh ckrsa vk tkuh pkfg,A

5- fo"k; dks fofHké vuqPNsnksa (Paragraph) esa foHkkftr fd;k tkuk pkfg,A

6- foKkiu lkjka'k esa gksuk pkfg,A

7- nks iafä;ksa ds chp i;kZIr LFkku NksM+k tkuk pkfg,A

8- iafä;ksa dh yEckbZ vf/kd ug° gksuh pkfg,A

9- [kkdk bl izdkj dk gksuk pkfg, ftlls fd eqæ.k dk;Z esa fdlh izdkj dh dfBukbZ mRié u gksA

10- lerk fl)kUr ds vuqlkj foKkiu iwjk Hkjk gqvk gksuk pkfg,A ,slk ug° gksuk pkfg, fd dqN Hkkx rks vf/kdHkjk gS o dqN [kkyhA

eqæ.k

(Printing)

tc vfHkU;kl rS;kj gks tkrk gS rks fQj mldks eqæ.k gsrq Hkstk tkrk gSA vfHkU;kl esa lkexzh nks izdkj dh gksrh gS& ,drks fyf[kr v{kj o nwljs ,slh lkexzh ftls ns[kk tk ldrk gS vFkkZr~ fp=kA eqæ.k&'kkyk vFkkZr~ izsl esa Nkius ds v{kj dbZizdkj ds gksrs gSa ftudk fooj.k fuEu izdkj gS&

1- fLØIV (Script): ;s v{kj gkFk ls fy[ks tSls gksrs gSaA bldk mnkgj.k fuEu gS&

Script

2- xksfFkd (Gothic): ;s v{kj leku eksVkbZ ds gksrs gSaA bldk mnkgj.k fuEu gS&

GOTHIC

295foKkiu izfr

3- 'ksMsM baxfy'k (Shaded English): ;g v{kj lTtkiw.kZ gksrs gSa vr% dykRed ls yxrs gSaA bldk mnkgj.k fuEugS&

ENGLISH

4- jkseu (Roman): vktdy izsl bUg° v{kjksa dks lkekU;r;k dke esa ykrh gSA bldk mnkgj.k gS&

ROMAN

5- bVsfyd (Italics): ;g v{kj dqN frjNs gksrs gSaA bldk mnkgj.k fuEu gS&

Italics

v{kjksa dk vkdkj (Size of type): eqæ.k ds fy, v{kj NksVs o cM+s dbZ vkdkjksa esa gksrs gSa ftUgsa ikb.V (Point) ds vkèkkjij fuf'pr fd;k tkrk gSA ,d bap dks 72 fgLlksa esa ck¡Vrs gSaA bl izdkj ,d bap esa 72 ikb.V gksrs gSaA 4 ikb.V dkv{kj lcls NksVk gksrk gS vr% mldk iz;ksx ug° gksrk gSA vkdkj ds dqN mnkgj.k fuEu gSa&

;g 12 ikb.V gSA

;g 14 ikb.V gSA

;g 18 ikb.V gSA

;g 24 ikb.V gSA

;g 36 ikb.V gSAeqæ.k esa lqUnjrk ykus dh nf"V ls v{kjksa dk vkdkj pkSM+k] ladjk] xksy Hkh gks ldrk gSA ;fn LFkku de gS rks v{kjikl&ikl lVkdj j[ks tk ldrs gSaA blds foijhr] ;fn LFkku vf/kd gS rks pkSM+s v{kjksa dk iz;ksx gks ldrk gSA

fp=kksa dk eqæ.k dqN dfBu gS vr% blds fy, Cykd cuok fy;s tkrs gSa ftUgsa vU; eqæ.k lkexzh ds lkFk Nkik tkrk gSA;fn fp=k dbZ jaxksa esa gksrs gSa rks dkxt dks dbZ ckj e'khu esa yxkuk iM+rk gSA

cká foKkiu izfr dk fuekZ.k(Outdoor Advertising Copy)

lkekU;r% cká foKkiu ls vFkZ ml foKkiu ls gS tks nhokjksa ij fd;k tkrk gSA oSls blesa vU; foKkiu Hkh vkrs gSa( tSls]ok;q;ku ds /kq,¡ ls vkdk'k esa v{kj fy[kuk( gksYMj] Mk;jh] isu] fn;klykbZ] vkfn ij Niok nsuk( eksVjksa] Vªkeksa o clksa esavUnj ;k ckgjh nhokj ij fy[kok nsuk] vkfnA

bu lHkh foKkiuksa ds fy, igys foKkiu izfr rS;kj djrs gSaA ;g izfr mlh izdkj rS;kj dh tkrh gS ftl izdkj NisfoKkiu ds fy, rS;kj dh tkrh gSA vFkkZr~ nhokj ij D;k fy[kuk gS rFkk dkSu&lk fp=k yxkuk gS ;g igys r; dj ysrsgSaA

blds ckn is.Vj ls nhokj ij fy[kok nsrs gSa ;k fQj cM+s&cM+s iksLVj iszl esa Niokdj nhokj ij fpidok nsrs gSaAdHkh&dHkh fVu dh IysVksa ij fy[kokdj txg&txg clksa] Vªkeksa] jsyksa] vkfn esa yxok nsrs gSaA

lhek,¡ (Limitations): bl foKkiu dh lhek,¡ gSaA ;g dsoy mUg° O;fä;ksa rd igq¡prk gS tks bu rd Lo;a igq¡prs gSaAlkFk gh bu foKkiuksa dk O;; Hkkjh gksrk gSA vr% budk iz;ksx lhfer O;kikfjd oxZ gh djrk gSA

foi.ku ds fl)kUr296

jsfM;ks ,oa Vsyhfotu foKkiu izfr dk fuekZ.k(Preparation of Radio & Television Advertising Copy)

jsfM;ks esa foKkiu nsus ds fy, igys foKkiu izfr rS;kj dh tkrh gS vFkkZr~ jsfM;ks esa D;k lqukuk pkgrs gSa ;g igys r;fd;k tkrk gS fQj blesa vkokt (sound) Hkjus ds fy, mldk ,d fjdkMZ ;k Vsi cuokrs gSaA blds ckn mls jsfM;ks okyksadks lqukus ds fy, ns fn;k tkrk gSA blds fy, dEiuh le; ds vk/kkj ij mlds izlkj.k dh Qhl ysrh gSA

bl foKkiu dh lhek ;g gS fd blesa O;; vf/kd iM+rk gS vr% NksVs O;kikfj;ksa ds fy, ;g mi;qä ug° gSA

Vsyhfotu foKkiu ds fy, igys ,d fQYe cuokuh iM+rh gS ftls foKkiu izfr dgrs gSaA ;g fQYe LVwfM;ks esa flusekdykdkjksa }kjk cuk;h tkrh gS ;k fQj foKkiu djkus okyk Lo;a rS;kj djkrk gSA blds cukus esa dkQh O;; gksrk gSAlkFk gh ;g foKkiu mu oLrqvksa ds fy, mfpr gS ftudk O;kikj lkjs ns'k esa gksrk gSA

lhek,¡ (Limitations): NksVs o de iw¡th okys O;olkf;;ksa ds fy, ;g foKkiu mi;qä ug° gS( D;ksafd blds cukus oizlkfjr djkus esa yk[kksa o djksM+ksa #i;ksa dk O;; gksrk gSA

flusek foKkiu izfr dk fuekZ.k(Preparation of Cinema Advertising Copy)

foKkiu flusekgkyksa esa Hkh djk;k tk ldrk gS ftlds fy, flusek jhy cuokuh iM+rh gS ;k fQj dk¡p ds VqdM+ksa ijfy[kokdj LykbM ds :i esa flusek?kj esa fn[kok ldrs gSaA LykbM dk cuokuk vklku gS tks dqN #i;ksa esa gh cu tkrhgS ysfdu flusek jhy cuokuk Hkkjh O;; dk dke gSA NksVs O;kikjh tks LFkkuh; O;kikj djrs gSa] os LykbM gh cuokrs gSaAysfdu cM+s O;kikjh jhy cuokrs gSaA ,d ckj cuh flusek jhy ;k LykbM dbZ o"kZ rd pyrh gSA

lhek,¡ (Limitations): bl foKkiu ds fy, cuh LykbM o jhy dsoy flusek foKkiu ds gh dke vk ldrh gS vU;fdlh foKkiu esa ug°A NksVs O;kikjh flusek jhy ug° cuok ldrs gSa D;ksafd mlds cuokus esa O;; dkQh vkrk gSA

297oS;fDrd foØ;

v/;k;&18

oS;fDrd foØ;(Personal Selling)

oS;fDrd foØ; ls vk'k;(Meaning of Personal Selling)

oS;fDrd foØ; oLrqvksa ,oa lsokvksa ds foØ; esa viuk egÙoiw.kZ LFkku j[krk gS ;g foØ; dh og fof/k gS ftls îzR;{kfoØ;* dgk x;k gSaA bleas Øsrk&foØsrk vkeus&lkeus gksrs gSa vkSj muds e/; fdlh izdkj dh HkkSxksfyd nwjh ugha gksrhgSA foØsrk oLrq,¡ xzkgdksa ds le{k izLrqr djrk gS vkSj mudks Hkyh izdkj lUrq"V djrs gq, cspus dk iz;kl djrk gSZA blsfoØ; dyk dh Hkh laKk nh xbZ gSA fdUrq ;g /;ku nsus ;ksX; ckr gS fd oS;fDrd foØ;] foØ; dyk* ls dkQh vf/kdO;kid gSA

vusd fo}kuksa ,oa izeq[k laLFkkvksa }kjk oS;fDrd foØ; dks ifjHkkf"kr fd;k x;k gSA dqNsd ifjHkk"kk,¡ fuEukuqlkj gSa&

1- fofy;e ts- LVsUVu ds vuqlkj] ÞoS;fDrd foØ; og foØ; gS ftlesa ,dek=k ,slk O;fDrxr foØ; lUns'klfEefyr gksrk gS tks fd foKkiu] foØ; lEo)Zu ,oa vU; lEo)ZukRed midj.kksa dk foijhr gksrk gSAÞ1

2- fjpMZ clfddZ ds vuqlkj] ÞoS;fDrd foØ; og foØ; gS ftlesa oLrq ds lEHkkfor Øsrkvks ls O;fDrxr lEidZLFkkfir fd;k tkrk gSA2

3- dafMQ ,oa fLVy ds vuqlkj] ÞoS;fDrd foØ; ewyr% lapkj dh ,d fof/k gSA blesa u dsoy O;fDrxr] fdUrqlkekftd O;kikj Hkh lfEefyr gksrk gSA izR;sd O;fDr vkeus&lkeus ¼foØsrk ,oa lEHkkfor Øsrk½ ,d nwljs dksizHkkfor djrk gSAÞ3

4- vesfjdu ekdsZfVax ,lksfl,'ku ds vuqlkj] Þ;g ,d vFkok vf/kd lEHkkfor Øsrkvksa ds lkFk ckrphr esa foØ;djus ds mís'; ls dh xbZ ekSf[kd izLrqfr gSAÞ4

mi;qZDr ifjHkk"kkvks ls Li"V gS fd oS;fDrd foØ; izR;{k dk og rjhdk gS ftlesa dqN ,slh fof'k"V ckrsa gksrh gSa tks vU;foØ;&rjhdksa esa ugha gksrh gSaA ;s fo'ks"krk,¡ fuEufyf[kr gSa%

1- oS;fDrd foØ; izR;{k foØ; dk rjhdk gSA

2- oS;fDrd foØ; ekSf[kd izLrqrhdj.k gSA

3- oS;fDrd foØ; eas O;kolkf;d vkSj lkekftd O;ogkj 'kkfey gSaA

4- ôS;fDrd foØ;* foKkiu] foØ; lEo)Zu rFkk vU; ,slh gh lao)ZukRed fof/k;ksa ls foijhr gSA

1. "Personal selling consists in indivisual personal communication in contrast to mass, relatively impersonal communication of

advertising, sales promotion, and the other promotional tools." — W. J. Stanton: "Fundamentals of Marketing", p. 559.

2. "Personal selling consists of contracting prospective buyers of product personally."

— Richard Buskirk. "Principles of Marketing," p. 496

3. "Personal selling is basically a method of communication. It involve not only individual, but social behaviour each of the person in

face to face contrast-Salesman and Prospect-influences the others."

— Cundiff and Still, "Basic Marketing", pp. 381-82.

4. A.M.A., op. cit., p. 18.

foi.ku ds fl)kUr298

5- oS;fDrd foØ; xzkgdksa dks oLrqvksa ds ckjs esa tkudkjh nsus] cspus] lUrqf"V ,oa lsok miyC/k djus vksj mudhlEHkkfor f'kdk;rksa dks nwj djus dh fof/k gSaA

6- foØ; dyk bldk vf/kdka'k gSA oSls xSj&foØ;.k dk;Z Hkh blesa 'kkfey gksrs gSaA

O;SfDrd foØ; dk egÙo(Importance of Personal Selling)

izR;sd laLFkk viuh oLrqvksa dh vf/kdkf/kd fcØh djuk pkgrh gS rkfd mlds ykHk] mldh [;kfr ,oa mldk {ks=k c<+lds A bl nf"V ls laLFkk,¡ gj laEHko iz;kl fcØh c<+kus gsrq djrh gSA izk;% fcØh iz;kl nks :iksa esa fd;s tkrs gSa& oS;fDrd,oa voS;fDrd :i easA voS;fDrd :i ls fd;s tkus okys leLr fcØh iz;Ruksa esa foKkiu] foØ; lEc)Zu vkfn dkslfEefyr fd;k tkrk gSA oS;fDrd :i ls fd;s tkus okys fcØh iz;Ru oS;fDrd&foØ; dgykrs gSsaA

;fn rqyukRed :i ls izR;sd fof/k dk ewY;kadu djsa rks ge bl fu"d"kZ ij igq¡prs gSa fd nksuksa izdkj dh fof/k;ksa ds ykHk,sls gSa ftUgsa fdlh vU; ls izkIr ugha fd;k tk ldrk gSA oS;fDrd foØ; ds tks izeq[k fof'k"V ykHk gSa] os fuEufyf[krgSa] ftuds ifj.kkeLo:i mls dkQh egÙoiw.kZ ekuk x;k gSA

1- oLrq izn'kZu% oS;fDrd foØ; dk izeq[k ykHk ;g gS fd blesa oLrq dk izn'kZu xzkgdksa ds lEeq[k foØsrk }kjk fd;ktkrk gS rkfd oLrq dh ykHkiznrk ,oa mldh ok¡Nuh;rk ds izfr xzkgd dks fo'okl gks ldsA oLrq izn'kZu dk ykHkfoKkiu tsls voS;fDrd foØ; fof/k ls izkIr gksrk gSA

2- xzkgdksa dh tkudkjh% foØsrk viuh nqdku ij vk;s gq;s vFkok lM+d ij py jgs lHkfor Øsrkvksa esa ls viuhfoØ; dyk] lw>cw> rFkk vuqHko ls vius xzkgdksa dks <w¡< ldrk gS vkSj viuk /;ku rFkk 'kfDr dsfUnzr dj ldrkgSA fdUrq foKkiu ,oa foØ; lao)Zu ls laHkkO; xzkgdksa rFkk vlaHkkO; xzkgdksa dk irk djuk lEHko ugha gksrkgSA

3- 'kadkvksa ,os vkifÙk;ksa dk lek/kku% oS;fDrd foØ; eas foØsrk rFkk xzkgd vkeus&lkeus gkssrs gSa vkSj oLrq Hkhlkeus iM+h jgrh gSA blfy;s os ijLij ckrphr }kjk oLrq ds lEcU/k esa mRiUu 'kadkvksa vkSj vkifÙk;ksa dklek/kku dj ldrs gSA xzkgdksa dh 'kadkvksa rFkk vkifÙk;ksa ds lek/kku ls mudk fo'okl oLrq dh fdLe] ewY;mi;ksfxrk vkfn ds lEcU/k esa c<+rk gSA blls vf/kd fcØh dh lEHkkouk;sa curh gSaA

4- foØ; esa lgk;rk% oS;fDrd foØ; oLrqr% cspus dh dyk gksrh gSA bl fof/k esa foØsrk xzkgdksa ds lEeq[k oLrqds izn'kZu }kjk] vU; oLrqvksa ds rqyukRed v/;;u rFkk o.kZu }kjk vkSj mudh 'kadkvksa ds fuokj.k }kjk oLrqdh fcØh ds fy, if"BHkwfe rS;kj djrk gS vUrksxRok og oLrq cspus esa lQy jgrk gSaA foKkiu ,oa foØ; lao)ZulEHkkfor Øsrkvksa dks oLrq&Ø; ds fy, izsj.kk nsrs gSa] fdurq oS;fDrd foØ; esa iszsj.kk dks fcØh esa cnyktkrk gSA

5- lapkj&lsok% oS;fDrd foØ; foØsrk viuh oLrq ds xzkgdksa rFkk lEHkkfor xzkgdks dks laLFkk dh uhfr;ksa] mRikndksals IkzkIr lekpkjksa rFkk oLrq lEcfU/kr vusd izdkj dh tkudkjh lwfpr djrk jgrk gSA blh izdkj] xzkgdksa dh:fp;ksa] ek¡x] QS'ku vkfn dh tkudkjh dks fuekZrkvksa rd igq¡pkrk jgrk gSA bl izdkj] fuekZrk] laLFkk ,oa xzkgdksads fy, oS;fDrd foØ; lapkj lsok;sa miyC/k djrk gSA

6- le; leUo;% oS;fDrd foØ; esa xzkgdksa dh oLrq dh vko';drk ds le; oLrq miyC/k djds xzkgdksa rFkk laLFkkdh lsok dh tk ldrh gSA foØsrk ,oa xzkgdksa ds e/; ?kfu"B lEidZ LFkkfir gks tkrs gSa vkSj oLrq ds vkxeudh lwpuk xzkgdksa rd igq¡p tkrh gS vFkok xzkgdksa rd oLrq igq¡pk nh tkrh gSA

7- xSj&foØ; lsok;sa% oS;fDrd foØ; esa foØsrk u dsoy foØ; dk gh dk;Z djrk gS] cfYd xSj&foØ; d;Z tsls&cktkj vuqlU/kku] ejEer lsok,¡] xzkgdksa dh f'kdk;rksa dk fuokj.k] lk[k lwpuk,¡ ,df=kr djuk vkfn Hkhdjrk gSA

299oS;fDrd foØ;

8- yphyh foØ; O;oLFkk% oS;fDrd foØ; dks foØ; dh yphyh O;oLFkk dgk x;k gS D;ksafd foØ;drkZifjfLFkfr;ksa] xzkgd&t:jrksa] xzkgd&izsjd gsrqvksa] ,oa muds O;ogkjksa dks /;ku eas j[krs gq, vius foØ;izLrqrhdj.k dks vuq:i cuk ldrs gSaA blds vfrfjDr os xzkgd izfrfØ;kvks dks le> dj foØ; izfof/k esa HkhifjorZu dj ldrs gSA

9- izHkko'khyrk% oS;fDrd foØ; foKkiu vkfn lao)ZukRed mik;ksa dh rqyuk esa vf/kd izHkkoh ekuk x;k gS] D;ksafd;g iz;klksa dh cjcknh dks jksdrk gSA foKkiu esa izk;% lUns'k mu yksxks rd igq¡prs gSa tks fd okLrfod Hkkohxzkgd ugha gksrs gSa tcfd oS;fDrd foØ; esa leLr iz;Ru okLrfod Hkkoh xzkgd ij gh dsfUnzr gks tkrs gSaA

oS;fDrd foØ; dk LoHkko vFkok dk;Z(Nature or Functions of Personal Selling)

,d oS;fDrd foØ; dk;Z djus okys dks foØ; dk;Z ds vfrfjDr cgqr&ls dk;Z djus iM+rs gSaA tSls] fcØh dk fjdkMZj[kuk iM+rk gS] u;s foØ;drkZvksa dks izf'k{k.k nsuk iM+rk gS] izcU/kd dks lq>kko nsus iM+rs gSa rFkk laLFkk dh [;kfr dkscukuk o c<+kuk Hkh iM+rk gSA ,d QqVdj foØsrk dks lk/kkj.kr;k fuEu dk;Z djus iM+rs gSa%&

1- fcØh djuk (Making Sales): oS;fDrd foØ; dk ;g eq[; dk;Z gS ftldksa ,d foØ;drkZ dks djuk iM+rkgSA foØ; u;s o iqjkus nksuksa izdkj ds xzkgdksa dks fd;k tkrk gSaA u;s xzkgdksa ds vkns'k u;s vkns'k o iqjkus xzkgdksds vkns'k iqu% vkns'k dgykrs gSaA

2- xzkgdksa dh lsok djuk (Service to Customers): oS;fDrd foØ; dk nwljk dk;Z xzkgdksa dh lsok djuk gSbld fy, og oLrq dk izn'kZu djrk gS o xzkgdksa dks mfpr lykg nsrk gS rFkk bl ckr dks crkrk gS fd oLrqvksaesa lokZf/kd lUrqf"V fdl izdkj izkIr dh tk ldrh gSA lkFk gh oLrq dks [kjkc gksus ls cpkus ds fy, mfpr dneHkh crkrk gSA

3- fcØh dk fjdkMZ j[kuk (Keeping records of the sales): ;g fcØh dk fjdkMZ j[krk gS vkFkkZr~ fcØhfdldks o fdl ek=kk esa o dc dh x;h gS bldk ys[kk j[krk gSA foØ;drkZ }kjk fdruh eqykdkrsa dh x;ha vkSjD;k ifj.kke jgk\ bldk Hkh ys[kk&tks[kk blh ds }kjk j[kk tkrk gSA ;fn og foØ;drkZ ;k=kh foØ;drkZ gksrks bldh viuh fjiksVZ Hkh foØ; dk;kZy; dks Hkstuh iM+rh gSA bl fjiksVZ esa cgqr lh ckrsa gksrh gSA

4- iz'kklfud dk;Z (Executive Function): bldks vius vYidkfyd o nh?kZdkfyd izksxzke cukus iM+rs gSaA ;gvius u;s lkFkh foØ;drkZvksa dks vius lkFk j[kdj izf'k{k.k nsrk gSaA ;g cktkj ifjfLFkfr dk v/;;u djizcU/k dks vius lq>kko nsrk gS o vius lkfFk;ksa o fujh{kdksa ls feydj foi.ku lEcU/kh dfBukb;kssa dkslqy>krk gSA

5- viuh ,oa laLFkk dh [;kfr esa of) djuk (Developing Goodwill for himself and the company):

foØ;drkZ vU; cgqr&ls dk;Z djrk gS ftuls mldh o laLFkk dh [;kfr c<+rh gS( tSls] QqVdj foØsrkvksa dheky dks iznf'kZr djus esa lgk;rk djuk] mudh yxkrkj lsok djrs jguk] vkfnA

oS;fDrd foØ;drkZvksa ds izdkj(Kinds of Personal Salesman)

foØ;drkZ fdrus izdkj ds gksrs gSa\ ;g ,d ,slk iz'u gS ftldk dksbZ loZekU; mÙkj feyuk dfBu gSA bldk dkj.k ;ggS fd foØ;drkZvksa ds dk;Z fHkUu&fHkUu izdkj ds gksus ds dkj.k foØ;drkZ fHkUu&fHkUu izdkj ds gksrs gSA bls lkFk&lkFk,d dkj.k ;g Hkh gS fd foØ;drkZvksa ds dk;Z O;kolkf;d mUufr ds dkj.k cnyrs jgrs gSaA bUgha lc ckrksa dks /;kuesa j[krs gq, foØ;drkZvksa dks muds dk;Z ds vuqlkj fuEu rhu izdkj dk ekurs gSa%&5

5. E. Jerome McCarthy: Basic Marketing - A managerial Approach, p. 507.

foi.ku ds fl)kUr300

1- vkns'k izkIr djus okys foØ;drkZ (Order-getting Salesmen): ;g os foØ;drkZ gS tks lEHkkfor xzkgdksdks u;h oLrq] u;h lsok ;k u;s fopkj ds fy, <w¡<rs gSa] mudks izHkkfor djrs gSa vkSj oLrq ds vkns'k izkIr djrsgSaA bUgha foØ;drkZvksa dks ltu'khy foØ;drkZ Hkh dgrs gSaA bldk dkj.k ;g gS fd ;g ek¡x dkltu djrs gSaA

,d vPNk vkns'k izkIr djus okyk foØ;drkZ pkrq;Ziw.kZ] LokfeHkDr] ifjJeh] bZekunkj] izHkko'khy O;fDrRo okyk]lkglh] lgdkjh] uez] g"Viq"V o vius {ks=k dks iw.kZ :i ls le>us okyk gksuk pkfg,A tgk¡ td lEHko gks og,d gh fuekZrk dks eky cspus okyk gksuk pkfg,A mldks vius vki eas iw.kZ fo'okl gksuk pkfg, rFkk vk'kkoknhnf"Vdks.k viukuk pkfg,A ;g vkns'k izkIr djus okys foØ;drkZ Hkh rhu izdkj ds gksrs gSa%&

1- fuekZrk ds fy, vkns'k izkIr djus okys foØ;drkZ% ;g vkS|ksfxd oLrqvksa o vkS|ksfxd dPps eky dslEcU/k eas ik;s tkrs gSaA budk dke vkS|ksfxd Øsrk ds eky dh iwfrZ djus okyh QeksZ dh fyLV esa viuhlaLFkk dk uke tqM+okuk gSA ,sls Øsrk cpr ;k vf/kd ykHkksa esa viuh :fp j[krs gSaA vr% buds fy,foØ;drkZ iz[kj cqf) dk gksuk pkfg, vkSj ,d ckj lEidZ djus ds ckn yxkrkj lEidZ djus okyk gksukpkfg,A ,sls foØ;drkZ esa rduhdh Kku gksuk Hkh vfuok;Z gSA

2- Fkksd foØsrkvksa ds fy, vkns'k izkIr djus okys foØ;drkZ% dqN Fkksd foØsrk vius QqVdj foØsrkvksa dhlqfo/kk ds fy, ,sls foØ;drkZvksa dh fu;qfDr djrs gSaaA bu foØ;drkZvksa dk dke Fkksd foØsrk ds fy,QqVdj foØsrkvksa ls vkns'k izkIr djuk gksrk gSA

3- QqVdj foØsrk ds fy, vkns'k izkIr djus okys foØ;drkZ% ;g foØ;drkZ QqVdj foØsrkvks ds fy,vkns'k izkIr djrk gSaA tc oLrq u;h gksrh gS rks miHkksDrkvksa dks le>kkdj vkns'k izkIr fd;k tk ldrkgSA blh izdkj ;fn oLrq LVkWd eas cgqr bdV~Bh gks x;h gS rks blds fy, Hkh vkns'k xzkgdksa dks mldhmi;ksfxrk le>kkdj ;gh foØ;drkZ ykrs gSaA

2- vkns'k ysus okys foØ;drkZ (Order-taking salesmen): tc fdlh oLrq dh ek¡x foKkiu] foØ;&izorZu ;kvU; fdlh izdkj ls cu x;h gS rks ml oLrq ds vkns'k yssus okys ;gh foØ;drkZ gksrs gSaA oS;fDrd foØ; dkvf/kdka'k foØ; ;gh yksx djrs gSaA ;s foØ; iw.kZ djrs gSaA dHkh&dHkh ;gh yksx eky dh rqjUr lqiqnZxh djdsmldk Hkqxrku Hkh ys ysrs gSaA ;g Hkh rhu izdkj ds gksrs gSa (i) fuekZrk ds (ii) Fkksd O;kikjh ds o (iii) QqVdjfoØsrk dsA

3- lgkjk nsus okys foØ;drkZ (Supporting Salesmen): ;g foØ;drkZ vkerkSj ij fuekZrk ds fy, dk;Z djrsgSa vkSj budk dk;z oLrq dh fcØh ds fy, lgkjk nsuk gSaA blds fy, os oLrq dh rkfU=kd o vU; vPNh ckrksadks lEHkkfor Øsrkvksa dks crkrs gSa vkSj laLFkk dh [;kfr cukus dk iz;Ru djrs gSa ysfdu Lo;a u vkns'k ysrs gaSvkSj u fcØh djrs gSaA vkns'k ysus dk dk;Z vkns'k yssus okyk foØ;drkZ ckn esa djrk gSA

;g lgkjk nsus okys foØ;drkZ Hkh nks izdkj ds gksrs gSaA (i) ,d rks os tks laLFkk dh [;kfr dh of) djrs gSvkSj ek¡x mRiUu djrs gSa rFkk Fkksd foØsrk ds foØ;drkZ dks izf'k{k.k Hkh nsrs gSaaA ,sls foØ;drkZvksa dks fe'kujhfoØ;drkZ dgrs gSaA budk eq[; dk;Z fuekZrk ,oa Fkksd o QqVdj foØsrkvksa ds chp laPkkj&ek/;de ds :i esadk;Z djuk gSA (ii) nwljs izdkj ds foØ;drkZ rduhdh fo'ks"kK gksrs gSaA ;g oSKkfud bUthfu;j gksrs gSaA buesaoLrq dh rduhdh ckrksa o mlds ykHkksa dks crkus dh {kerk gksrhs gSaA lk/kkj.kr;k vkns'k izkIr djus okykfoØ;drkZ viuh laLFkk dks Øsrkvksa dh dfBukb;k¡ crkrk gS rc bl izdkj dk rduhfdh fo'ks"kK ogk¡ Hkstk tkrkgS tks mudh dfBukb;ksa o lUnsgksa dks nwj djrk gSA dHkh&dHkh bl izdkj ds foØ;drkZ Lo;a Hkh vkns'k ysus okysdh rjg dk;Z djrs gSaA

rhuksa izdkj ds foØ;drkZ & vkns'k izkIr djus okys] vkns'k ysus okys o lgkjk nsus okys& okLro esa rhu vyx&vyx dk;Zdjrs gSa ysfdu ;g lEHko gS fd ;g rhuksa ;k muesa dksbZ nks dk;Z ,d gh foØ;drkZ dks ns fn;s tk;sA

301oS;fDrd foØ;

oS;fDrd foØ; jhfr&uhfr fuf'pr djuk(Determining Personal Selling Strategy)

oS;fDrd foØ; dk izcU/k dk;Z foØ;&izcU/kd ds }kjk fd;k tkrk gS vkSj ogh foØ; 'kfDr ds fu;kstu] izf'k{k.k o mudsmi;ksx ds fy, mÙkjnk;h gksrk gSA bu mÙkjnkf;Roksa dks iwjk djus d fy, mldks fuEu pkj dk;Z djus iM+rs gS tksoS;fDrd foØ; jhfr&uhfr ds fu/kkZj.k lEcU/kh ?kVd dgykrs gSa%&

1- oS;fdrd foØ; O;; (Personal Selling appropriation): oS;fDrd foØ; jhfr&uhfr es lcls igysoS;fdrd foØ; O;;ksa dks fu?kkZfjr fd;k tkrk gSA bu O;;ksa dks fu?kkZfjr djus dk vk/kkj foi.ku mís'; yf{krfcØh gkrs gSa ftldk fu/kkZj.k vkus okys le; ds fy, izcU/k }kjk igys ls gh dj fy;k tkrk gSA ;fnizcU/k dk yf{kr fcØh&mís'; fiNyh fcØh ls vf/kd gS rks bldk vFkZ ;g gks ldrk gS fd vf/kd foØ;drkZvksadks Hkh fu;qDr djus dh vko';drk izrhr gks vkSj muds fujh{k.k ds fy, fujh{kdksa dks Hkh fu;qdr djuk iM+sAbu fujh{kdksa o foØ;drkZvksa dks mud ikfjJfed ds vfrfjDr dqN vU; O;; Hkh nsus iM+rs gSa] tSls] ekxZ O;;Avr% oS;fDrd foØ;&O;; dks fu/kkZfjr djrs le; izcU/k dks nks dk;Z djus iM+rs gSa (i) ,d rks izr;sd fØ;k }kjklEikfnr fd;s tkus okys dk;ksZa dk vuqeku] o (ii) nwljs mu vuqekuksa dks :i;ksa ds vuqekuksa esa cnyukA

oS;fDrd foØ;UO;;ksa fu/kkZj.k ls iwoZ lcls igys dqN yf{kr fcØh dk vuqkeu yxkdj ml ij gksus okys dqylao)Zu O;;ksa dks fu/kkZfjr fd;k tkrk gSA blds ckn oS;fDrd foØ; O;;ksa dk fu/kkZj.k fd;k tkrk gSA

oS;fDrd foØ;&O;;ksa esa foØ;drkZvksa dh HkrhZ o pquko ds O;;] mudks izf'kf{kr djus ds O;;] mudks izsj.kk nsuso fujh{k.k ds O;; o muds izcU/k ds O;; vkrs gSaA vr% oS;fDrd foØ;&O;;ksa dk fu/kkZj.k djrs le; bl ckrdk /;ku vo'; gh j[kk tkuk pkfg, fd os brus vo'; gkssaa fd mi;qZDr of.kZr O;;ksa dks iwjk fd;k tk ldsA

2- dk;Z&fooj.k% (Job Description): Þdk;Z fooj.k ,d fof'k"V dk;Z ds mís'; drZO;kas ,oa mÙkjnkf;Roksa dkO;kid dFku gSAÞ6 blesa eq[; :i ls (i) dk;Z lkjka'k drZO;ksa vkSj nkf;Roksa dk fooj.k] (ii) izf'k{k.k (iii) dk;Zdh n'kk,¡ (vi) dk;Z ds fy, okafNr midj.kkas] e'khuksa ,oa lkefxz;ksa dk fooj.k] (v) 'kkjhfjd ,oa ekufld xq.k(vi) osru ,oa HkÙks vkfn ckrsa fyf[kr :i ls vkrh gSA

foØ; izcU/k dk izFke o lcls egRoiw.kZ dk;Z dk;Z&fooj.k rS;kj djuk gSA ;g dk;Z fooj.k fcYdqy Li"V iw.kZ,oa mfpr gksuk pkfg,A oS;fDrd foØ; jhfr&uhfr dk ;g cgqr gh egRoiw.kZ vax gSA blh ds vk/kkj ijizcU/k ds }kjk mu xq.kksa ,oa ;ksX;rkvksa dk fu/kkZj.k fd;k tkrk gS ftudk ,d foØ;drkZ esa gksuk vfuok;Z gSAblh ds vk/kkj ij ikfjJfed ,oa fujh{k.k ;kstuk,¡ cuk;h tkrh gSa vkSj ;gh dk;Z fooj.k izcU/k ds fy, ekxZizn'kZu dk dk;Z djrk gSA

dqN vPNh dEifu;ka dk;Zfoou.k ds lkFk lkFk ,d izeki dk;Z dk fooj.k Hkh rS;kj djrh gSA ftlls fd vkxspydj ,d foØ;drkZ ds dk;Z dh rqyuk ml izeki dk;Z ds fooj.k ls djds mlds dk;Z dk ewY;kadu fd;ktk ldsA

lk/kkj.kr;k izR;sd izdkj dh oLrqvksa ds foØ;drkZvksa ds fy, ,d ls gh drZO; ,oa nkf;Ro gksrs gSa ysfdu foØ;inksa dk LoHkko ,d dEiuh ls nwljh dEiuh esa fHkUu gksrk gS( lkFk gh izR;sd dEiuh ds y{; Hkh fHkUu gksrs gSaAbldk dkj.k ;g gS fd dEiuh viuh viuh foi.ku jhfr uhfr viukrh gSA

3- foØ; 'kfDr d cnyus dh nj (Rate of Sales force turnover): lk/kkj.kr;k izR;sd laLFkk esa izfr o"kZ dqNfoØ;drkZ bLrhQk ns tkrs gSa ;k fjVk;j gks tkrs gSa ;k dqN dks fdUgha dkj.kksa ls vyx dj fn;k tkrk gSa oS;fDrdfoØ; ds fu;kstu esa bl ckr dk Hkh /;ku j[kuk iM+rk gS fd izfro"kZ bu mi;qZDr of.kZr dk;ksaZ ls fdrus izfr'krfoØ;drkZ laLFkk ls fuoÙk gksaxs ftlls fd muds LFkku ij u;s foØ;drkZ fu;qDr djus ds fy, igys ls mfpr

6. "A job description is a broad statement of te purpose, scope, duties and responsibilities of a particular job."

— Maurice B. Coming

foi.ku ds fl)kUr302

izcU/k dj fy;k tk;A ftl nj ls foØ;drkZ fuoÙk gksrs gSa mlh nj dks foØ; 'kfDr ds cnyus dh nj dgrsgSaA bl nj dks izfr'kesa esa fudkyus ds fy, fuEufyf[kr lw=k dke esa yk;k tkrk gS%&

foØ; 'kfDr ds cnyus dh izfr'kr nj ¾ 100 vkdkj dk vkSlrkfDrfoØ; '

k dh la[;drkZvksa foØ; okysvyx gksus×

;fn fdlh laLFkk esa vkSlru rhu lkS foØ;drkZ gSa vkSj izfro"kZ vkSlru 15 foØ;drkZ fuoÙk gks tkrs gSa rks izfr'krnj vxz izdkj fudkyh tk;sxh%&

izfr'kr nj ¾ 5300

500]1100

300

15==×

foi.ku ls lEcfU/kr lHkh O;fDr tkurs gSSa fd u;s&u;s foØ;drkZvksa dks izf'kf{kr djus esa O;; gksrk gSA vr%foi.ku izcU/kd dks bl foØ; 'kfDr ds cnyus dh nj de&ls&de j[kuh pkfg,A ;fn nj c<+rh gS rks foØ;'kfDr ds izcU/k O;; Hkh c<+rs gSa blds lkFk&lkFk ftruk O;olk; iqjkus foØ;drkZ ns ikrs gSa mruk u;s foØ;drkZugah ns ikrs gSaA

foØ; dk;Z esa ftruh foØ; 'kfDr yxh gqbZ gbZ gS mldks fu/kkZfjr fcØh vo'; gh djuh pkfg,A ;fn fcØhmls de gksrh gS rks ,sls foØ;drkZ dks gVkus dh O;oLFkk vo'; gh djuh pkfg,A lkFk gh tks foØ;drkZfu/kkZfrjr fcØh ls v/fkd fcØh djrs gSa mUgsa mUufr ds volj Hkh fn;s tkus pkfg,A bldk vFkZ ;g gS fd dq'kyfoØ;drkZvksa dks gVk;k tkuk pkfg, rFkk dq'ky dks mUufr dk volj fn;k tkuk pkfg,A izcU/k dk ;g drZO;gS fd og le;≤ ij foØ;drkZvksa dh fcØh dk ewY;kadu djrk jgs ftlls fd bl ckr dk irk yxrkjgs fd dq'ky foØ;drkZ rks laLFkk dks NksM+ dj ugha tk jgs gSa\ izcU/k dks foØ; 'kfDr ij gj le; fuxkg j[kuhpkfg, vkSj bl ckr dk irk vo'; gh yxkrs jguk pkfg, fd foØ;drkZ nwljh laLFkkvks esa D;ksa tkrs gS vFkoktkuk pkgrs gSa ftlls fd ml vkssj mfpr dne mBk;s tk ldsa vkSj dk;Z&fooj.k esa Hkh vko';drkuqlkj ifjorZufd;k tk ldsA

4- foØ; 'kfDr dk vkdkj (Size of Sales force): foØ; 'kfDr dk vkdkj fdruk cM+k gks ;g laLFkk dhvuqekfur fcØh o mlds ykHk lEcU/kh mís';ksa ij fuHkZj gSA blds lkFk&lkFk ,d foØ;drkZ dk dk;Z fooj.kHkh vko';d gS ftlls fd ;g r; fd;k tk lds fd ,d foØ;drkZ fdrus :i;s dh fcØh dj ldrk gSa ;fnge dqy vuqekfur fcØh esa ,d foØ;drkZ dh fcØh dk Hkkx ns nsa rks ;g fudkyk tk ldrk gS fd fdrusfoØ;drkZvksa dh vko';drk gSA ysfdu ,slk djrs le; foØ; 'kfDr ds cnyus dh nj dk Hkh /;ku j[kk tkukpkfg,A bl izdkj foØ; 'kfDr dks fudkyus ds fy, fuEu lw=k dke esa yk;k tk ldrk gS%&

( )TP

SN += 1

N= foØ;drkZvksa dh la[;k (Number of Salesman)

S= fcØh dk iwokZuqeku (Forecasted Sales)

P= ,d foØ;drkZ dh foØ; {kerk (Productivity of a Salesman)

T= foØ; 'kfDr ds cnyus dh nj (Rate of Sales Force Turnover)

;fn fdlh laLFkk dh iwokZuqekfur fcØh 50]00]000 :i;s dh gS vkSj ,d foØ;drkZ dh foØ; {kerk 1]00]000

:i;s rFkk foØ; 'kfdr ds cnyus dh nj 10% gS rFkk orZeku esa foØ;drkZvksa dh la[;k 40 gS rks fuEukafdrlw=k dks yxkdj dqy foØ;drkZvksa dh vko'd;rk dk vuqeku yxk ldrs gSa%&

foØ;drkZvksa dh la[;k ( ) ( )TP

SN += 1

303oS;fDrd foØ;

+=

100

101

000,00,1

000,00,50

55100

110

1

50=×=

bl izdkj 50]00]000 :i;s dh fcØh ds fy, (55-40)=15 vfrfjDr foØ;drkZvksa dh vko';drk gksxhA blla[;k esa mu foØ;drkZvks dh la[;k Hkh 'kkfey gS tks laLFkk ls vyx gks tk;saxs vkSj muds LFkku u;s foØ;drkZvksadh vko';drk gksxhA foØ; 'kfDr dks fu;ksftr djrs le; bl ckr dk /;ku vo'; gh j[kk tkuk pkfg,fd foØ;drkZ dh HkrhZ vko';drk ds le; ls iwoZ gh dj yh tkuh pkfg, vkSj mudks mfpr izf'k{k.k ns fn;ktkuk pkfg,A bldk dkj.k ;g gS fd foØ;drkZ ds HkrhZ djus o mudsk vius vuq:i izf'kf{kr djus esa le;yxrk gSA

oS;fDrd foØ; dh lhek,¡(Limitations of Personal Selling)

;g lgh gS fd leLr foi.ku iz;klksa dk ,dek=k y{; nh?kZdky esa laLFkk ds ykHkizn foØ; esa vfHkof) djrs gq, xzkgdksadh vko';drkvksa dks lUrq"V djuk gksrk gS vkSj bl y{;k dh iwfrZ esa oS;fDrd foØ; vU; lao)ZukRed fof/k;ksa dh rqyukeas lokZf/kd izeq[k vkSj mi;ksxh gSA buesa ij Hkh fuEu lhek;sa bldh mi;ksfxrk dks lhfer djrh gSaA

1- mPp ykxr % oS;fDrd foØ; O;oLFkk dkQh [kphZyh gksrh gSA izk;% foKkiu dk vkSlru O;; 'kq) foØ; dk1% ls 3% rd gksrk gS] tcfd oS;fDrd foØ; ij gqvk vkSlru O;; 8% ls 15% rd gksrk gSA

2- dq'ky foØ;drkZvksa dk vHkko% oS;fDrd foØ; O;oLFkk dq'ky] vuqHkoh ,oa ;ksX; foØ;drkZvksa dh vko';drkvuqHko djrh gSA izk;% izf'kf{kr ,oa dq'ky foØ;drkZvksa dk vHkko jgrk gSA ;fn laLFkk mi;qDr foØ;drkZvksadk p;u djus esa vlQy jgrh gS rks leLr O;; fu"Qy gks tkrs gSaAs

3- lnSo mi;qDr u fd;k tk lduk% oS;fDrd foØ; vU; laO)ZukRed mik;ksa dh iwjd O;oLFkk gS ftls lHkhtxg lHkh ifjfLFkfr;ksa eas leku :i ls iz;qDr ugah fd;k tk ldrk gSA vusd izdkj ds xSj & foØ; dk;Z tslsfoKkiu lao)Zu] izf'k{k.k vkfn oS;fDrd foØ; ds }kjk Hkyh izdkj lEiUu ugha fd;s tk ldrsA vusd izdkjds foØ;drkZvksa ds fy, ;g lEHko ugha gks ikrk gS fd os izR;sd xzkgd ds lEeq[k mlds Ø;&fu.kZ; ds le;mifLFr gks ldsaA

foØ; izfof/k(Selling Process)

foØ; izfof/k foØ; dk;Z lEUu djus dh og oSKkfud fof/k gS ftlesa xzkgd dks vf/kdre lUrqf"V iznku djrs gq,] U;wurele; ,ao ykxr ij vf/kdre foØ; djus dk iz;kl fd;k tkrk gSA

fofHkUu fo}kuksa us foØ; izfof/k ds fofHkUu pj.k cryk;s gSaaA gjcVZ ,u- dslu us foØ; izfrf/k ds N% pj.k cryk;s gSaAbu pj.kksa dks crykus okyk lw=k "RIDSAC" ds uke ls tkuk tkrk gSA1

R dk vFkZ Reception ¼Lokxr djus½ ls gSA

I dk vFkZ Inquiry ¼iwNrkN djus½ ls gSA

D dk vFkZ Demonstration ¼izn'kZu djus½ ls gSA

S dk vFkZ Selection ¼p;u djus½ ls gSA

foi.ku ds fl)kUr304

A dk vFkZ Additon ¼lao)Zu djus½ ls gSA

C dk vFkZ Commendation ¼iz'kalk ,oa fonkbZ½ esa gSA

izks- xzhQ us foØ; izfof/k ds fuEu ik¡p pj.k cryk;s gSaA7

1- /;kukd"kZ.k (Attention)A

2- :fp mRiUu djuk (Creating interest)A

3- bPNk iSnk djuk (Creating desire)A

4- fo'okl (Conviction)A

5- lekiu (Close)A

fLVy] dafMQ ,oa xksoksuh us foØ; izfof/k dks nks Hkkxksa eas foHkDr fd;k gS8 (1) lEHkkoukvksa dk fu/kkZj.k vFkok lEHkkohxzkgdksa dh [kkst] vkSj lEHkkoukvks vFkok lEHkkoh&xzkgdksa esa cnyukA lEHkkoukvksa ds fu/kZj.k dks mUgksaus iqu% fuEu pkjpj.kkksa esa foHkDr fd;k gSA

1- lEHkkoh xzkgdksa dks ifjHkkf"kr djukA

2- lEHkkoh xzkgdksa dh [kkst djukA

3- lEHkkoh xzkgdksa dh vko';drk dk fu/kkZj.k djukA

4- laLFkk ds mRiknksa ds lkFk izR;sd lEHkkoh xzkgd dh vko';drkvksa dks lEc) djukA

lEHkkoh xzkgdksa dks Øsrkvksa esa cnysu ds fy, iqu% fuEuk¡fdr nks pj.kksa dh O;oLFkk foØ; izfof/k esa dh xbZ gSA

1- foØ; izfrjks/k nwj djukA

2- foØ; dk lekiu djukA

fddZisfVªd us foØ; izfrf/k dks fuEufyf[kr N% pj.kksa esa foHkDr fd;k gS%&9

1- foØ; dgkuh dk fu;kstu

2- lk{kkRdkj

3- foØ; dgkuh dguk

4- izn'kZu

5- vkifÙk;ksa dk fuokj.k ,oa

6- foØ; dk lekiuA

orZeku esa] foØ;ksijkUr vuqxeu* dks Hkh foØ; izfof/k dk pj.k ekuk x;k gSA izR;sd pj.k fo'kn~ foospu bl izdkj gSA

foØ; dgkuh dk fu;kstu

(Planning the Sales Story)

foØ; dgkuh dk fu;kstu foØ; izfof/k* dk izFke pj.k gSA foØ; dgkuh* ls vk'; foØ; izLrqrhdj.k* ls gSA blfy,lcls igys foØ;drkZ dks vius foØ; izLrqrhdj.kksa dk fu;kstu djuk pkfg,A blh pj.k dks îwoZ&lEidZ* (Pre-

7. Edwin Charles Grief : "Modern Salesmanship, Principles and Problems," pp.144-50.

8. Still, Cundiff and Govoni : "Sales Management, Decisions, Polices and Cases", 1976, pp. 298 to 330.

9. Kirk Patrick, op. cit., pp. 207 to 390.

305oS;fDrd foØ;

approach) pj.k Hkh dgk x;k gSA10 bl pj.k ij foØ;drkZ vius dks lEHkkfor xzkgdksa ds lkFk gksus okys lk{kkRdkj dsfy, rS;kj djrk gSA

iwoZ&lEidZ pj.k ij eq[;r% fuEu rhu dk;Z fd;s tkrs gSa (i) Øsrkvksa dks igpkuuk] (ii) Øsrkvksa ds ckjs esa tkudkjh ,df=krdjuk] vkSj (iii) foØ; dgkuh vFkok izLrqrhdj.k dk fu;kstu djukA

1- Øsrkvksa dks igpkuuk (Identifying Buyers): izHkkoiw.kZ foØ;.k vko';drkvksa ds vuqlkj fu;ksftr foØ;.kgksrk gSA tc rd foØ;drkZ vius lEHkkfor Øsrkvksa dks u igpku ys rc rd og Hkyh izdkj foØ; ugha djldrk A lEHkkfod Øsrkvksa dh igpku dk vFkZ ;g ekywe djus ls gksrk gS fd dksu lk Øsrk oLrq [kjhnsxk vkSjdkSu&lk ugha\ fdl Øsrk ij foØ;drkZ dks le; O;; djuk pkfg, vkSj fdl Øsrk ij ugha\ fddZisfVªd fy[krsgSa fd Þvlk/kkj.k foØ;drkZ mUgha lEHkkoh xzkgdksa dks csprs gSa tks [kjhnus okys gksrs gSa] tcfd lkekU; vFkokdetkjs foØ;drkZ izR;sd dks cpsu dk iz;kl djrs gSaAÞ11 fLVy] dafMQ ,oa xksoksuh fy[krs gSa fd lEHkkforxzkgdks dh igpku ;g gS fd os [kjhnus dh bPNk j[krs gSa foÙkh; {kerk j[krs gSa] vf/kdkkjh lÙkk j[krs gSa vkSjfoØ;drkZ dks miyC/k gksrs gSaA12 ;g dFku Li"V djrk gS fd izR;sd O;fDr dks lEHkkfor Øsrk ugha ekuk tkldrkA ftu O;kolkf;d laLFkkuksa esa Js"B foØ;&fo'ys"k.k iz.kkfy;k¡* LFkkfir gksrh gSa] muesa lEHkkfor Øsrkvksdh igpku esa vklkuh jgrh gSa D;skafd os Øsrk lwpukvksa dk izeq[k vkSj fo'oluh; lzksr cu tkrh gSaA13

2- Øsrkvksa ds ckjs esa tkudkjh ,df=kr ,oa v/;;u djuk (Collecting and Studing Information About

Bubers): izHkkoiw.kZ izLrqrhdj.k ,oa foØ;&okrkZ ds nkSjku izR;sd xzkgd dks oS;fDrd Li'kZ dk vuqHko djkusds fy, Øsrkvksa dh leL;kvksa] vko';drkvksa] :fp;ksa] fgrksa] lUrqf"V;ksa] Ø;&izsj.kkvksa vkSj Ø; y{;ksa dhtkudkjh ,df=kr djuk ,oa mudk v/;;u djuk ijeko';d le>k x;k gSA ;fn foØ;drkZ vfxze rkSj ijgh ;g tku lds fd Øsrk dkSu&dkSu lh vkifÙk;k¡ dj ldrs gSa rks izLrqrhdj.k ds fu;kstu esa lqfo/kk jgrh gSA

3- izLrqrhdj.k dk fu;kstu djuk (Planning the Presentation): iwoZ&lEidZ pj.k dk ;g vfUre dk;Z gksrkgSA bl dk;Z dks djus ds fy, ,d :ijs[kk rS;kj dh tkrh gS ftldks /;ku esa j[kdj foØ;drkZ viuh okrkZizkjEHk djrk gSA bl dk;Z dks djus ds fy, foØ;drkZ dks fuEufyf[kr pkj {ks=kksa esa tkuuk vkSj Lej.k j[kukgksrk gS%&

¼v½ Ø;&izsj.kkvksa dks tkuuk vkSj Lej.k j[kuk rkfd foØ;&okrkZ ds nkSjku xzkgdksa dk /;ku mudh vksj

vkÑ"V dj ldsA

¼c½ izR;sd Ø; izsj.kk ds mu rjhdksa dks tkuuk vkSj Lej.k j[kuk ftudh lgk;rk ls lEHkkfor xzkgd fof'k"V

ykHk dk miHkksx dj ldsA

¼l½ Ø; izsj.kkvksa dh izkFkfedrk ds vk/kkj ij Øec) djuk ,oa j[kuk rkfd muds míhiu }kjk Øsrkvksa dks

izHkkfor fd;k tk ldsA

¼n½ iz;ksx ,oa ijh{k.k djuk rkfd mRikn D;k dj ldrs gSa vkSj vkifÙk;k¡ dkSu&dkSu lh dh tk ldrh gSa]

dks tkuk tk lds vkSj Lej.k j[kk tk ldsA

izLrqrhdj.k ds fu;kstu dk ;g vfUre dk;Z xzkgd ds feyrs gh dqN {k.kksa esa foØ;drkZ }kjk dj fy;k tkuk pkfg,]rkfd og Lo;a dk ekufld] 'kkjhfjd ,oa HkkoukRed :i ls foØ; okrkZ ds fy, rS;kj dj ldsA

10. Still, Cundiff and Govoni usa bls "Prospecting" dh laKk nh gSA


12. Still, Cundiff and Govoni, op. cit., p. 299.

13. Ibid, p. 299.

foi.ku ds fl)kUr306

mi;qZDr foospu ls Li"V gS fd foØ; izfof/k ds bl izFke pj.k ij foØ;drkZ mu leL;kvksa vksj vlUrqf"V;ksa dh tkudkjhdjrk gS] ftUgsa xzkgd nwj djus dh bPNk j[krs gSa vkSj ftUgsa mlds mRikn nwj djus dh {kerk j[krs gSaA fddZisfVªd usfy[kk gS fd Þfu;ksftr izLrqrhdj.k rhj ;k rqDdk rFkk vfopkfjr izLrqrhdj.kksa dks lekIr djrk gSA fu;kstu djus lsfoØ;drkZ dks xzkgdksa ds O;fDrRo] vuqHko] vfHkizsj.kk] okrkoj.k] mRikn >qdko] izkFkfedrk,¡] leL;k,¡ vkSj vk'kk,¡ ekywegks tkrh gS-----AÞ1 bl izdkj foØ;drkZvksa ds fy, ;g lEHko gks tkrk gS fd os ,slk izLrqrhdj.k rS;kj dj ldsa tksfo'oluh; Hkh gks vkSj foØ; lekiu dks 'kh?kz lEHko cukus okyh HkhA

lk{kkRdkj djuk

(Getting and Opening the Interview)

lk{kkRdkj djuk foØ; izfof/k dk f}rh; pj.k gSA lk{kkRdkj gksus ij gh fu;ksftr foØ; dgkuh lEHkkfor Øsrkvksa dkslquk;h tk ldrh gSA blfy, bl pj.k ij foØ;drkZ vkSj lEHkkfor Øsrk vkeus&lkeus gksrs gSa vkSj foØ;drkZ mudhvuqefr ls viuk izLrqrhdj.k izkjEHk djus dh bPNk dks izdV djrk gS bl pj.k dks lEidZ (Approach) pj.k Hkh dgkx;k gSA

lEidZ pj.k dks vR;Ur egRoiw.kZ le>k x;k gS D;ksafd bl pj.k ij gh Øsrkvksa vkSj foØ;drkZvksa dk izFke lk{kkRdkjgksrk gSA ;g izFke lk{kkRdkj tks izHkko Øsrkvksa ij NksM+rk gS og Øsrkvksa dh xzg.k'khyrk dks izHkkfor djrk gS] foØ;lkeku dks dfBu ;k ljy cukrk gS vksj Hkkoh lEcU/kksa dk vk/kkj curk gSaA blfy, foØ;drkZ dks pkfg, Js"B izHkkoxzkgdksa ij NksMsaA ;g rHkh lEHko gS fd tcfd vki mi;qDr iks'kkd esa gksa] xeZtks'kh fdUrq xEHkhjrk vkSj lkStU;rk dslkFk xzkgdksa ls feysa vkSj ;fn vki ;k=kh foØ;drkZ gSa rks rRdky foftfVax dkMZ muds lkeus j[ksa] rkfd os vki rFkkvkidh QeZ dks igpku ldsaA lEidZ dk eq[; mís'; ;g ekyew djuk gksuk pkfg, fd fdl xzkgd dks gekjh lsokvksa dht:jr gS vkSj dkSu foØ; dgkuh dks lquus dks rRij gS ;k :fp ys ldrk gSAs

bl pj.k ij foØ;drkZvksa }kjk rhu dk;Z fd;s tkus pkfg,%&

1- Øsrkvksa ds efLr"d esa fo|eku fopkjksa dks fu"izHkkoh cuk;k tkuk pkfg,A

2- ml fopkj dh LFkkiuk dh tkuh pkfg, ftl foØ;drkZ nsuk pkgrs gSa( rFkk

3- Øsrkvksa dh :fp foØ;drkZvksa ds izLrko (Propositions) ls iSnk dh tkuh pkfg,As

lEidZ pj.k dks izk;% fuEu nks Hkkxkas esa foHkDr fd;k tkrk gS%&

1- lk{kkRdkj dk volj gkfly djuk (Securing Interview): nqdkuksa ij foØ; dk;Z djus okys foØ;drkZvksadks lk{kkRdkj ds volj Lor% gh miyC/k gks tkrs gSa] D;ksafd xzkgd Lo;a nqdkuksa ij igq¡prs gSaA fdUrq izoklh vFkokHkze.k'khy foØ;drkZvksa dks lk{kkRdkj ds volj gkfly djus gksrs gSaA lk{kkRdkj fdlls vksj dc fd;k tk;s];g Hkh foØ;drkZvksa dks fuf'pr djuk iM+rk gSA miHkksDrk oLrqvksa ds foØ; eas vfUre miHkksDrkvksa lslk{kkRedkj djuk gksrk gSA fdUrq vkS|ksfxd] laLFkkxr vksj O;kolkf;d oLrqvksa ds foØ; dh voLFkk esa lghO;fDr ls lk{kkRedkj fujFkZd gks tkrk gSA mnkgj.k ds fy,] fdlh cM+s dkj[kkus dks eky dk foØ; djus gsrq;g vko';d gksxk fd mlds Ø; izcU?kd ls feyk tk;s u fd lk[k ;k foKkiu izcU/kd lsA blh izdkj dcfeyuk pkfg, bl iz'u dk mÙkj ugha fn;k tk ldrkA ifjfLFkfr;ksa ds vuqlkj gh lk{kkRdkj dk le; fuf'prfd;k tkrk gSA brus ij Hkh xzkgdksa dh lqfo/kk dk /;ku foØ;drkZvksa }kjk jk[kk tkuk pkfg,A

O;ogkj esa foØ;drkZvksa ds lkeus lEHkkfor xzkgd ls feyus dh vuqefr izkIr djus esa izk;% vusd dfBukbZ;k¡ vkrhgSA izcU/kdksa vFkok mPpkf/kdkfj;ksa ;k xzkgdksa ds lfpo] Lokxr DydZ] v/khuLFk ekrgr] fLop cksMZ vkWijsVlZ ;kukSdj vkfn foØ;drkZvksa dks ;g dgdj Vkyus dk iz;kl djrs gSa fd ^xzkgd ckgj x;s gSa* ;k ôs dqN ugha[kjhnuk pkgrs gSa* ;k [kjhn cUn gS* ;k os O;Lr gSa* ;k lHkk esa cSBs gSa*A lk{kkRdkj ds voljksa dks Vkyus okys

307oS;fDrd foØ;

O;fDr ck/kd* (Barriers) dgykrs gSaA14 ,sls ck/kdksa dks ;g funZsf'kr fd;k tkuk pkfg, fd os mu foØ;drkZvksals gksus okyh eqykdkrksa dk ;Fkk'kh?kz izcU/k djsa] ftuls muds ¼xzkgdksa dks½ dks ykHk gksus okyk gksA ck/kd O;fDr;ksals O;ogkj djrs le; foØsrkvksa dks viuh dYiuk&'kfDr] lw>cw> ,oa ;ksX;rkvksa dk lgkjk ysuk pkfg,A fdUrqxyr ;qfDr;ksa dk lgkjk ugha fy;k tkuk pkfg,A1

2- lk{kkRdkj izkjEHk djuk ;k ckrphr djuk (Opening the Interview or the Conversation): lk{kkRdkjdk volj gkfly djus ds nkSjku vFkok mlds izkIr gksus ij foØ;drkZ }kjk fd;k x;k vkSipkfjd ifjp;okrkZyki dh 'kq:vkr dj Hkh ldrk gS vksj ugha HkhA lk{kkRdkj izkjEHk djus ds ckjs esa fuEufyf[kr fl)kUrksadk /;ku j[kk tkuk pkfg,%&15

¼v½ izkjfEHkd ckrsa miq;Dr gksuh pkfg,A

¼vk½ ;fn xzkgd dk iwjk /;ku vkÑ"V u gks ldk gks rks tjk Bgjuk pkfg, vkSj /;ku vkÑ"V gksus ds ckn ghizkjfEHkd ckr djuh pkfg,A

¼b½ lEi.kZ foØ; dgkuh lqukus ds fy, fo'ks"k vuqefr ugha ysuh pkfg,A

¼bZ½ dke dh ckr gh djuh pkfg, Hkys gh xzkgd b/kj&m/kj dh ckrksa ij ,rjkt u djrk gksA

¼m½ vkokt Li"V] ltho ,oa lq[kn gks vkSj uhjlrk mRiUu djus okyh gksuh pkfg,A

¼Å½ lcls igys ;g dgk tkuk pkfg, fd foØ;drkZ xzkgd ls D;ksa feyuk pkgrk gS\ vU; 'kCnksa esa lk{kkRdkjfuf'pr] fof'k"V lgh ,oa oS;fDrd dkj.k crk;k tkuk pkfg,A

¼,½ cksyrs le; ;fn lEHko gks vkSj vko';d gks rks HkkSfrd izLrqrhdj.k rhozrk ls djuk pkfg,] rkfd 80%

vlj vk¡[kksa ds tfj;s efLr"d esa izos'k dj ldsA

¼,s½ foØ;drkZvksa dks pkfg, fd os Lo;a xzkgdksa dh fLFkfr esa izLrqr djds vko';d iz'u djsa vkSj mudsa leqfprmÙkjksa ls xzkgdksa dks ykHkkfUor djsaA

¼vks½ vfr'kh?kz gh mu ckrksa vFkok fo"k;ksa ij vius dks ys vkuk pkfg, ftUgs xzkgd tkus&vutkus esa pkgrk gS]ftlesa fo'okl djrk gS] ftudks tkuus dh mRlqdrk j[krk gS ;k ftu ij 'kadk djrk gSA

¼vkS½ xzkgdksa ds Lo;a ds ckjs esa okrkZ djuh pkfg, D;ksafd izk;% O;fDr Lo;a ds ckjsa esa ckr djuk vf/kd ilUndjrk gSA

¼d½ xzkgdksa dks dfBu fLFkfr esa ugha Mkyuk pkfg,A vU; 'kCnksa esa] Þxzkgdksa dks viuk cpko djus dh t:jru iM+sAÞ bl izdkj okrkZ dh tkuh pkfg,A

¼[k½ okrkZ izkjEHk djus ds fy, ,d&nks {k.k ds fy, xzkgd dks vdsyk NksM+ nsuk pkfg, rkfd og viuh :fpdh vksj ladsr dj lds vFkok mls le>k ldsA

¼x½ lkekU;r% O;fDrxr :fp;ksa] v:fp;ksa] vk'kkvksa vkfn fo"k;ksa ij vizR;{k :i esa ckr djuh pkfg,A

¼?k½ ,d&nks izkjfEHkd okD;ksa ds dgus ds ckn xzkgdksa dh izfrfØ;k dks tkuuk pkfg, vkSj ;g ns[kuk pkfg,fd mudh :fp tkxzr gqbZ vFkok ughaA

fddZisfVªd us lEidZ pj.k ds lEcU/k esa fuEufyf[kr fl)kUr cryk;s gSa ftudk mi;ksx foØ;drkZ dh lQyrk ds fy,ijeko';d ekuk x;k gS%&

14. izeq[k rduhdsa ftUgsa foØ;drkZ viuk ldrs gSa os fuEufyf[kr gSa& (i) ck/kd dks dgk tk ldrk gS fd xzkgd us foØ;drkZvksa dh dEiuh ls dqNlwpuk pkgh gS ;k lkfgR; lkexzh ek¡xh gS vkSj ml gsrq feyuk pkgrk gS ;fn oLrqr% xzkgd us ,slk pkgk gksA (ii) vkxs dk mís'; cryk;k tkldrk gSA (iii) ^dy fQj vkus dh ckr* dh tk ldrh gSA (iv) vusd dEifu;k¡ foØ;drkZvksa dks muds uke dk lgkjk ysus dh ckr dgrh gSaA(v) dqN dEifu;k¡ vkns'kkRed Loj esa foØ;drkZvksa dks mudh mifLFkfr crykus dh vuqefr nsrh gSa rkfd ck/kd u jksdsaA (vi) enqy] g¡leq[k ,oaizHkko'kkyh O;fDr }kjk Hkh lk{kkRdkj dh vuqefr izkIr dh tk ldrh gSA (vii) izrh{kk le; Hkh lhfer fd;k tkuk pkfg,A

15. Based on Kirk Patrick's discussion, op. cit., pp. 265-69.

foi.ku ds fl)kUr308

(i) xzkgdksa ds ckjs eas miyC/k lwpukvksa dk vf/kdre mi;ksx fd;k tkuk pkfg,A

(ii) xzkgdksa ls HksaV dsoy HksaV ds [kkfrj ugha djuh pkfg,A

(iii) iz'u vko';drk dh n'kk esa gh iwNs tkus pkfg,A

(iv) izlUurk] vk'kk ,oa iqufoZ'okl izdV fd;k tkuk pkfg,A

(v) izkjEHk esa fu;U=k.k j[kuk pkfg,] ;|fi fu;U=k.k lHkh fLFkfr;ksa esa t:jh gksrk gSA

(vi) lEHkkfor xzkgdksa ds fpUru ds lkFk&lkFk foØ;drkZvksa dk fpUru Hkh xfreku jguk pkfg,A

(vii) Lo&fgr ds fu;e dk ikyu djuk pkfg,A

(viii) Øsrk dks izkIr gkus okys fgrksa dk opu izkjEHk eas gh ns fn;k tkuk pkfg,A

(ix) lEHkkfor Øsrk dks eglwl gksus nsuk pkfg, fd og egÙowi.kZ gSA

(x) lEHkkfor Øsrk ds dY;k.k ds izfr xEHkhj :fp iznf'kZr djuk pkfg,A

(xi) ilUn djuk ,ao ilUn fd;k tkuk O;ogkj dk vk/kkj gksuk pkfg,A

foØ; dgkuh dguk

(Telling the Sales Story)

^foØ; dgkuh dguk* foØ; izfof/k dk rhljk pj.k gS tc foØ;drkZ xzkgdksa ls lEidZ dj ysrs gSa vkSj lk{kkRedkj izkjEHkdj nssrs gSa rc os mUgsa dgkuh dguk izkjEHk djrs gSaA vU; 'kCnksa esa] foØ;drkZ xzkgdksa dks bl pj.k ij os lc ckrsa crykrsgSa tks mUgsa [kjhn gsrq izksRlkfgr djrh gSa] oLrq dh mi;ksfxrk dk fo'okl fnykrh gSa vkSj 'kh?kz Ø; fu.kZ; ysus esa lg;ksxdjrh gSaA

bl pj.k ij foØ;drkZvksa }kjk "Advantage-proof-action technique" dk iz;ksx fd;k tkuk ijeko';d gSA blrduhd dh lgk;rk ls foØ; dgkuh dh tkuh pkfg,A ;g rduhd vxz ekU;rkvksa ij vk/kkfjr gS%&

(i) Øsrk oLrq,¡ u [kjhn dj lUrqf"V [kjhnrs gSaA

(ii) Øsrk Lo;a ds okrkoj.k ls izHkkfor gksrs gSaA

(iii) Øsrk Lo;a :fp j[krs gSaA

(iv) Øsrk viuh /kujkf'k ls vf/kdkf/kd lUrqf"V izkIr djuk pkgrs gSaA

(v) Øsrkvksa dh lUrqf"V;k¡ Ø;&izsj.kkvksa ls tqM+h gksrh gSA

bu ekU;rkvksa ij vk/kkfjr ;g rduhd foØ; dgkuh izLrqr djrs le; fuEufyf[kr dk;ksZ dks lEiUu djus ij cynsrh gS%&

(i) oLrq dh [kjhn ls izkIr gksus okys ykHkks vFkok lEc) fgrksa dks cryk;k tkuk pfg,%& ;g ykHk vFkok fgrØ;&iszsj.kkvksa vkSj oLrqvksa ls mRiUu gksrs gSaA ykHk vFkok fgrksa dk mYys[k djrs le; fuEufyf[kr ckrksa dk/;ku j[kk tkuk Js;Ldj ekuk x;k gS%&

¼v½ oLrq dh [kjhn ls izkIr gksus okys ykHkksa dks Ø;&izsj.kkvksa ls lEc) fd;k tkuk pkfg,A ,slk djus gsrqmRiknd fo'ks"krkvksa vkSj izcyre Ø; izsj.kkvksa dh rqyuk dh tkuh pfg,A

¼vk½ izkIr gksus okys ykHkksa dks oS;fDrdrk iznku dh tkuh pfg,A

¼b½ lEHkkfor Øsrkvksa dks cryk;k tkuk pkfg, fd dSls os izLrkfor ykHk izkIr dj ldrs gSa\

309oS;fDrd foØ;

¼bZ½ mu ykHkksa dks ugha cryk;k tkuk pkfg, tks izkIr ugha fd;s tk ldrs vFkok izekf.kr ugha fd;k tkldrs A

¼m½ izkIr gksus okys ykHk fof'k"V vkSj fuf'pr gksus pkfg,] lkekU; ughaA

¼Å½ ukVdh; 'kCn] fp=k] vn'; oLrqvks vkSj lsokvksa ds foØ; esa viwoZ lg;ksx djrs gSaA

¼,½ ,d Ø;&izsj.kk ls lEc) ykHk ,d le; esa ,d lkFk crk;s tkus pkfg,A

¼,s½ izfrLif)Z;ksa ds izfr Hkh uez gksuk pkfg, vkSj lEeku izdV fd;k tkuk pkfg,A

¼vks½ ftrus Hkh lEHkkfor ykHk gksa] os lc cryk;s tkus pkfg, D;ksafd ykHkks dh yEch lwph foØ; lekiu dhvoLFkk dks fudV ykrh gSA

(ii) xzkkgdksa dh mRlqdrkvksa vkSj 'kadkvks ds fuokj.k ds fy, izek.k fn;s tkus pkfg,%& bu izek.kksa esa foosdiw.kZrdZ] dEiuh }kjk miyC/k fd;s x;s izek.k tSls 'kks/k ,oa iz;ksx izek.k vFkok xkjUVh vkfn] LorU=k 'kks/k fu"d"kZ]ds'k fgLVªht] izn'kZu ,oa VsLVheksfu;Yl lfEefyr fd;s tk ldrs gSaA

(iii) xzkgdksa ls oLrq iz;ksx dk opu ysuk vkFkok [kjhn dk Bgjko lEHkor fd;k tkuk pkfg,%&bls dk;Zokgh(Action) dgk x;k gSA dk;Zokgh oLrq ds izfr xzkgdksa ds leFkZu dks crykrh gSA leFkZu dks tkuus d fy,lEHkkfor Øsrkvksa ls iz'u iwNs tkus pkfg,A

izn'kZu djuk

(Demonstrating)

izn'kZu djuk foØ;&izfof/k dk prqFkZ pj.k gS tks okrkZ dks dk;Zokgh esa cnyrk gS] ekufld fopkjksa dks HkkSfrd fØ;k esacnyrk gSA vkSj lEHkkfor Øsrk dh :fp dh bPNk] fo'okl ,oa vUrr% dk;Zokgh vFkkZr~ [kjhn es ifjofrZr djrk gSA izn'kZuls xzkgdksa dks foØ;drkZvksa dh dgkuh ij fo'okl gksus yxrk gS] mldh lPpkbZ iq"V gksus yxrh gS] vkSj mlesa oLrqvksadk LokfeRo xzg.k djus dh cyorh bPNk iSnk gksus yxrh gSA izn'kZuks ls Øsrkvksa dks Lo;a gh ns[kus] Li'kZ djus] lwa?kus]lquus vkfn ds volj izkIr gksrs gSa vkSj o 'kh?kz gh foØ;drkZvksa dh dgkuh dks le>us yxrs gSaA blls foØ;drkZvksa dsle; esa Hkh dkQh cpr gksrh gSA vkSj mudh foØ; dgkuh vR;f/kd izHkkoh curh gSA izn'kZuh ls vkifÙk;k¡ Hkh de gksusyxrh gSaA foØ;drkZvksa dk dk;Z Hkh dkQh ljy gks tkrk gS vkSj mlesa vkRefo'okl tkxrk gSA

izn'kZuksa dk iz;ksx fdlh Hkh le; fd;k tk ldrk gSA mnkgj.k ds fy, lk{kkRdkj ds izkjEHk djus gsrq] vFkok xzkgdksadk iw.kZ /;ku vkÑ"V djus gsrq izn'kZu fd;s tk ldrs gSaA lkekU;r% ifjp;kRd orkZ dh 'kq:vkr ds lkFk gh izn'kZu djukizkjEHk dj fn;k tkrk gSA izn'kZuksa dks vR;f/kd izHkkoh cukus ds fy, mudh vfxze rS;kjh Hkh vH;kl gsrq dh tkuh Bhdjgrh gSA blds vfrfjDr izn'kZu djrs le; mRikn dh izR;sd fo'ks"krk dks izdV fd;k tkuk ijeko';d gksrk gSA

izn'kZu djrs le; fuEufyf[kr fl)kUrksa dk ikyu fd;k tkuk pkfg,%&16

(i) ftl oLrq vFkok mldh fo'ks"krk dks fn[kk;k tk ldrk gks mlds ckjs es dHkh ugha dgk tkuk pkfg,A

(ii) mRikn dh izR;sd fo'ks"rk dk izn'kZu djrs jguk pkfg,A

(iii) foØ; okrkZ ds nkSjku izn'kZu djrs jguk pkfg, ftlls okrkZ dh O;k[;k izn'kZu dj ldsaA

(iv) izn'kZu Li"V] okLrdod ,oa vko'drk ds vuq:i (Tailored) gksuk pkfg,A

(v) izn'kZuksa ls oLrq vkd"kZd ,oa vPNh fn[kkbZ nsuh pkfg,A

(vi) Øsrkvksa dks lgHkkxh cuk;k tkuk pkfg, vkSj muls izn'kZu ds ckn iwNk tkuk pkfg, fd D;k os lUrq"V gSa\

(vii) izn'kZu ij fu;U=k.k foØ;drkZvksa dk jguk pkfg,A

(viii) izn'kZu ds le; izn'kZu ds mís';ksa ls ijs ugha jguk pkfg,A

16. Based on Kirk Patrick, op. cit., pp. 308-315.

foi.ku ds fl)kUr310

(ix) izn'kZu ds ckn xzkgdksa ds lg;ksx dh iz'kalk dh tkuh pkfg,A

(x) izn'kZu ds rRdky ckn foØ; dks iwjk djus dk iz;kl djuk pkfg,A

vkifÙk;ksa dk fuokj.k

(Handling Objective)

^vkifÙk;ksa dk fuokj.k* foØ; izfof/k dk ik¡poka pj.k gSA bls ^foØ; izfrjks/k dh lekfIr* dk pj.k Hkh dgk x;k gSAîzfrjks/k (Resistance) vkifÙk;ksa dh rqyuk eas vf/kd O;kid 'kCn gSA foØ; izfrjks/k (Sales resistance) ls vk'k; muokLrfod vFkok dkYifud ck/kkvksa vkSj fu'Ny vFkok ln~Hkkoiw.kZ vkifÙk;ksa ls gS tks oLrq ds foØ; dks dfBu cukrhgSaA17 fddZisfVªd fy[krs gSa fd O;fDr;ksa dh vko';drk;sa vlhfer gSa vkSj mudh Ø; 'kfDr lhfer gSaa blfy, foØ;drkZvksadks foØ; djrs le; lEHkkfor Øsrkvksa }kjk izLrqr izfrjks/k dk lkeuk djuk iM+rk gSA ,slk izfrjks/k lfØ; ;k fuf"Ø;vFkok O;Dr ckSj xfHkZr gks ldrk gSA18 foØ; izfrjks/k nwj djus ds fy, izHkkoh ,oa dq'ky foØ; dyk dh vko';drkgksrh gSA blds lkFk gh O;fDr;ksa vkSj mudh Ø;&izsj.kkvksa dk 'kh?kz o lgh ewY;kadu Hkh djuk t:jh gksrk gSA

foØ; izfrjks/kksa dks fuEu pkj Hkkxksa esa foHkDr fd;k tk ldrk gS%&

(i) foØ; ds izfr dfBukb;k¡ ;k ck/kk;sa% ck/kkvksa dks mu dkj.kksa dh laKk nh xbZ gS tks Ø; u djus dkvk/kkj curh gSaA ck/kk;sa okLrfod gSa rks foØ; ugha fd;k tk ldsxkA fdUrq ck/kkvksa ds dkYifud gksus ij mudsfuokj.k ds mik; fd;s tk ldrs gSaA mnkgj.k ds fy, ;fn Øsrk foÙk dh deh dks Ø; u djus dk dkj.k crykrkgS rks bl ck/kk dk foØ;drkZ m/kkj nsus dh ckr dg dj nwj dj ldrk gS vFkok [kjhn ds foÙk izcU/ku dkrjhdk cryk ldrk gS rks ck/kk vuqeksnu ij eky ds foØ; dh lqfo/kk nsdj vFkok ilUn u vkus ij oLrq dscnyko dh lqfo/kk nsdj dh tk ldrh gSA

(ii) foØ; vkifÙk;k¡ (Sales Objections): foØ; vkifÙk;ksa dks [kjhn u djus dk vPNk dkj.k ugha le>k x;kgSA vusd vkifÙk;k¡ foØ;drkZvksa ds v/kwjs] vLi"V ,oa v'kq) izLrqrhdj.kksa ls mRiUu gks ldrh gSaA bu vkifÙk;ksadk fu'Ny ekuk tkrk gSA bUgsa /kS;Z vkSj Li"Vhdj.kksa }kjk nwj djuk dkQh dfBu gksrk gS D;ksafd mudsizLrqrhdj.k ds ihNs foØ;drkZvksa dks grksRlkfgr djus ;k mudk ijh{k.k djus dk mís'; jgrk gSA foØ; udjuk vFkok NqVdkjk ikuk Hkh vln~Hkkoiw.kZ vkifÙk;ksa ds izLrqrhdj.k ds dkj.k gks ldrs gSaA ,slh vkifÙk;ksa dksHkh lkStU;rk] /kS;Z ,oa 'kkfUr ds lkFk nwj fd;k tkuk pkfg,A fuokj.k u gkssus dh n'kk esa vuko';d rdZ ughadjuk pkfg,A

(iii) mRikn lEcU/kh izfrjks/k (Product Type Resistance): tks vkifÙk;k¡ vFkok fojks/k mRikn lEcU/kh fo'ks"krkvksadks ysdj fd;k tkrk gS] mls mRikn lEcU/kh izfrjks/k* dgk x;k gSA mRikn fo'ks"krk;sa tSls jax] vkdkj] fMtk;u]dher] rduhdh tfVyrk;sa vkfn mRikn izfrjks/k dk lzksr ekuh x;h gSaA

(iv) xzkgd lEcU/kh izfrjks/k (Prospect Type Resistance): ;g og izfrjks/k gS tks lEHkkfor xzkgdksa dhvko';drkvksa ls lEcU/k j[krk gSA ;fn lEHkkfor Øsrk dks viuh vko';drk dk Kku ugha gS rks xzkgd oLrq dksrRdky [kjhnus ls euk dj nsrk gSA bl izfrjks/k dks nwj djus fd fy, xzkgdksa dks mudh vko'drkvksa dk Kkudjk;k tkuk pkfg, vkSj ;g fo'okl fnyk;k tkuk pkfg, fd oLrq mudh vko';drkvksa dh iwfrZ esal{ke gSA

foØ; izfrjks/kksa vFkok vkifÙk;ksa ,oa ck/kkvksa ds fuokj.k dk dk;Z cqf)eÙkk rFkk pkrq;Z ds lkFk fd;k tkuk pkfg,Aizfrjks/kksa dh lekfIr dks le; esa nks Hkkxksa esa foHkDr fd;k tk ldrk gS%&

¼v½ Hkkoh fuokj.k (Future Handling) % ;fn foØ;drkZ izfrjks/kksa dh lekfIr vFkok ck/kkvksa dk fuokj.k rRdkyu djds fdlh Hkkoh frfFk ij djuk pkgrk gS rks mls /;ku u nsus (Ignoring) LFkfxr djus (Postponing) vFkokvKkurk Lohdkjus (Admitting ignorance) dh rduhdksa dks viukuk pkfg,A

17. Still, Cundiff and Govoni, op. cit., pp. 300-301.


311oS;fDrd foØ;

¼vk½ rRdky fuokj.k (Immediate Handling): vusd ckj rRdky gh foØ; ck/kkvksa dk fuokj.k djuk t:jh gksrkgSA ,slh n'kk esa îzR;{k mÙkj ,oa ^vizR;{k mÙkj* nsus dh rduhdksa dks viuk;k tkuk pkfg,A

O;ogkj esa foØ; izfrjks/kksa dh lekfIr gsrq ftu rduhdksa] jksdFkke] mik;ksa ,oa fl)kUrksa dks dke esa fy;k tk jgk gS] osbl izdkj gSa%&

¼d½ izfrjks/k lekfIr dh rduhdsa (Techniques for Handling Resistance): izeq[k rduhdksa esa& (i) izfrjks/k dsokLrfod u gksus ij vulquh (fail to hear) djus] (ii) mRikn rqyuk djus] (iii) ds'k fgLVªh nsus] (iv) izn'kZu djus](v) xkjUVh nsus (vi) iz'u iwNus] (vii) foyEc ykxr crkus] (viii) vkifÙk;ksa ds lkS Qhlnh lgh gksus ij Lohdkjdjus] (ix) vKkurk Lohdkj djus] (x) xzkgd dks lquus (xi) gk¡ vFkok fdUrq nf"Vdks.k viukus vkfn dks lfEefyrfd;k tk ldrk gSA

¼[k½ izfrjks/k dh jksdFkke ds mik; (Measures to Prevent Objections): izfrjks/k dh lekfIr ds LFkku] ijmudh jksdFkke vf/kd egRoiw.kZ ekuh x;h gSA jksdFkke gsrq foØ; dgkuh dk izLrqrhdj.k iw.kZ] Li"V ,oa izHkkohgksuk pkfg,A gj pj.k ij foØ;drkZ dks ;g ns[kuk pkfg, fd xzkgd mls le> jgs gSa ;k ughaA blh izdkjlk{kkRdkj ds nkSjku dh xbZ vkifÙk;ksa ds fyf[kr vfHkys[kksa dk v/;;u Hkh mudh jksdFkke esa lg;ksx djrk gSA

¼x½ izfrjks/k dh jksdFkke ds mik; (Principles to be Observed for Handling Resistance): izfrjks/k lekfIrds fy, fuEufyf[kr fl)kUrksa dk ikyu fd;k tkuk pkfg,%&

1- lEHkkfor Øsrkvksa dh vkifÙk;ksa dks fcuk le>s foØ;drkZ dks mÙkj ugha nsuk pkfg,A

2- vkifÙk;ksa dks oxhZÑr djds ns[kuk pkfg, fd vkifÙk;k¡] mRikn] dher vko';drk] lzksr vFkok le; lslEcU/k j[krh gSaA

3- ;fn lEHkkfor Øsrk okLrfod vkifÙk;ksa dks izdV ugh djrs gSa rks foØ;drkZvksa dks pkfg, fd os mudsa lkFkviuRo dk O;ogkj djsa] mUgha dh fn'kk ls lkspsa vkSj mu ij iw.kZ fu;U=k.k j[krs gq, mudh dfBukbZ;ksadks ekyew djus dk iz;Ru djsaA

4- foØ;drkZ dks rdZ ugha djuk pkfg, D;ksafd izk;% rdZ eas thrus okys foØ;drkZ xzkgd dks [kks nsrs gSa vkSjgkjus okys foØ;A rdZ ds LFkku ij iz'uksa }kjk vkifÙk;ksa dks tkuuk pkfg,As

5- dwVuhfr ls dke ysuk pkfg, fdUrq vuSfrdrk ls ughaA

6- vkifÙk;ksa ls ykHk mBk;k tkuk pkfg,A

7- vkifÙk;ksa dks de ls de rFkk y?kq ls y?kqrj djuk pkfg,] vf/kd ls vf/kd rFkk ogr~ ls og~rj ughaA

8- vkifÙk;ksa dh lwph cuk dj Hkh mUgsa iwjk fd;k tk ldrk gSA

foØ; dk lekiu

(Closing the Sale)

foØ; dk lekiu foØ; izfof/k dk NBk pj.k gSA bl pj.k ij Øsrk Ø; djus ;k u djus dk fu.kZ; ysrk gSA foØ;drkZvksadh lkjh esgur vkSj ;ksX;rkvksa ds izn'kZu dh lQyrk bl pj.k ij fuHkZj djrh gSA O;ogkj esa] vf/kd NwVsa nsdj ;k dheresa deh djds foØ; djuk mÙke foØ; dyk ugha gSA ykHkdkjh :i esa cspuk gh foØ;drkZvksa dh ;ksX;rkvksa vkSjfuiq.krkvksa dh dlkSVh gSA

lkekU;r% fuEu ncko (Low-pressure-sales) dk lekiu mPp ncko foØ; (High pressure sales) dh rqyuk esa vklkugksrk gSA fuEu ncko foØ; esa lEHkkfor Øsrk dks ftruk vf/kd ;g vuqHko gksus fn;k tkrk gS fd og Loa; gh foosdiw.kZfpUru ds tfj;s Ø; fu.kZ;ksa rd igq¡p jgk gS] mruk gh foØ; dk lekiu 'kh?kz djuk lEHko gksrk gSA mPp ncko foØ;esa foØ;drkZ xzkgdksa dh Hkkoukvksa dks izHkkfor djus vkSj mUgsa Ø; ds fu.kZ;ksa dh vksj /kdsyus dk iz;kl djrk gSA ;fn

foi.ku ds fl)kUr312

foØ; ds lekiu dh fLFkfr ij igq¡prs&igq¡prs dksbZ xzkgd lkekU; voLFkk esa ykSV vkrk gS rc foØ; dk lekiu nq"djgks tkrk gSA

O;ogkj esa ns[kk x;k gS fd foØ; ds lekiu easa foØ; dgkuh ds i;kZIr lwpukvksa ij vk/kkfjr u gksus] iwoZ&lEidZ pj.kds dk;Z dks Hkyh izdkj u djus] lk{kkRdkj dk izkjEHk xyr rjhds ls gksus] xyr eky izLrkfor fd;s tkus] izn'kZu ds nks"kiw.kZgksus] vkifÙk;ksa dks Hkyh izdkj nwj djus] foØ;drkZ ds ckrwuh gksus] lekiu ds Lo;a gh detkjs gksus] foØ;drkZ dk LoHkkofpM+fpM+k gksus] lekiu dk le; ,oa Hkk"kk Bhd u gksus vkfn ds dkj.k dkQh dfBukb;k¡ vkrh gSaA fo}kuksa dk dguk gSfd vR;f/kd vkØked vFkok vR;f/kd mnklhu foØ; dk lekiu Hkh dfBu gksrk gSA

foØ;dyk dh leqUufr us foØ; ds lekiu dh vusd rduhdsa foØ;drkZ ds lEeq[k izLrqr dh gSaA izeq[kfuEufyf[kr gSa%&

1- xzkgd dh ilanxh ij lekiu djus dh fof/k (Closing on a Choice-method): ;g foØ; lekiu dh ogrduhd gS ftlesa foØ;drkZ ilanxh dk [kkdk rS;kj djrk gS vkSj Øsrk oLrq dk p;u djrk gSA bl rduhdesa izk;% nks ;k rhu oSdfYid oLrq,¡ fcØh ds lekiu ds le; xzkgd ds lkeus j[k nh tkrh gSa vkSj mls fdlh,d eu&ilUn oLrq dh [kjhn gsrq fuosnu fd;k tkrk gSA ;g rduhd fo[k.Mu fu.kZ; (Split decision) nksgjhiz'u fof/k (Double question method) vizeq[k fcUnq ij lekiu fof/k (Closing on minor point method) p;ulekiu fof/k (Selection close method) ds uke ls Hkh tkuh tkrh gSA

2- lekiu eku dj pyus dh fof/k (Assuming the close Method): ;g fof/k dkQh izpfyr vkSj izHkkohfof/k gSA blesa foØ;drkZ vkSj xzkgd nksuksa fdlh ,d oLrq dks igys ls gh r; djds pyrs gSaA [kjhnh tkus okyhoLrq dk ,slk iwoZ&fu/kkZj.k foØ;drkZ ds izLrqrhdj.kksa dk ifj.kke gksrk gSA bl fof/k esa foØ;drkZ dk lekiuiz'u ;g eku dj pyrk gS fd xzkgd us foØ;drkZ dh flQkfj'k dks Lohdkj dj fy;k gS vkSj dsoy NksVh&NksVhckrsa ekuus ds fy, gh iz'u fd;k gSA mnkgj.k ds fy, Å"kk ia[kk 48** gh vkids fy, Bhd jgsxk] vkids dejseSa bldh fQfVax ds fy, esdsfud dc Hkstk tk;s\ ;g iz'u ekudj pyrk gS fd lekiu gks pqdk gSA

3. vdsyh fo'ks"krk fof/k (Single Feature Method): ;g foØ; ds lekiu dh og fof/k gS ftlesa foØ;drkZxzkgd dks ;g cryk dj Ø; fu.kZ; djus gsrq izsfjr djrk gS fd izLrkfor mRikn igyh ckj cktkj esa vk;kgS ;k vrqyuh; mRikn gS] fdLe vFkok fMtkbu vFkok fuekZ.k fof/k vFkok lapkyu dh nf"V ls vuwBk gSA ;fnxzkgd oLrq dh fo'ks"krk dh iz'kalk djrk gS rks foØ;drkZ dks pkfg, fd og xzkgd ds lgh p;u dh iz'kalk djsA,slk djus ij foØ; lekiu 'kh?kz fd;k tk ldrk gSA

4- ,d ek=k ck/kk fuokj.k fof/k (Disposing of the Single Obstacle Method): ;g og fof/k gS ftldk iz;ksxml le; fd;k tkrk gS tcfd xzkgd foØ;drkZ dh gj ckr ls lger gS] fdUrq fdlh ,d fcUnq ij vlgergSA mnkgj.k ds fy, dher ds vykok lHkh ckrsa xzkgd ekurk gS vFkok og vius dks oLrq iz;ksx esa vleFkZ le>rkgSA buesa ls ;fn fdlh Hkh ,d ckr dks xzkgd ck/kk ds :i esa izLrqr djds [kjhn ds izfr vlgefr O;Dr djrkgS rc foØ;drkZ dks pkfg, fd 'kkfUr] /khjt] vkRefo'okl ,oa izek.kksa dh lgk;rk ls xzkgd dh ck/kk dksdkYifud Bgjkrs gq, nwj dj nsA

5- ykHkksa ds la{ksi.k dh fof/k (Summarizing the Benefits Method): ;g og fof/k gS ftlesa foØ; ds lekiuds fy, ,d ckj iqu% mu leLr ykHkksa dks foØ;drkZ }kjk fxuk;k tkrk gS ftudh izkfIr oLrq dh [kjhn ls tqM+hgqbZ gSA

6- HkkoukRed lekiu fof/k (Emotional Close Method): ;g og fof/k gS ftldk iz;ksx djus gsrq HkkoukRedØ;&izsj.kkvksa dks oLrq ds lkFk tksM+k tkrk gS rkfd ;fn efLr"d oLrq u [kjhnus ij cy ns rks ân; oLrq dh[kjhn ij cy ns ldsA ;kSu] eR;q&Hk;] Lo&izfr"Bk] Lusg] vfHkeku] izfrLi/kkZ vkfn os HkkoukRed Ø;&izjs.kk,¡gSa ftudh lgk;rk ls foØ; lekiu fd;k tk ldrk gSA

313oS;fDrd foØ;

7- LVSafMax :e vksuyh fof/k (Standing Room Only Method): ;g og fof/k gS ftls izk;% vuSfrd ekuk x;kgSA blfy, bldk iz;ksx lksp&le>dj fd;k tkuk pkfg,A bl fof/k esa foØ;drkZ iwfrZ dh deh rFkk ek¡x dhc<+ksrjh dks crykrs gq, oLrq dh [kjhn dh ckr dgrk gS rkfd miHkksx ls xzkgd dks oafpr u jguk iM+sA blfof/k esa foØ;drkZ xzkgdksa dks ;g Hkh dgrs gSa fd dhersa c<+us okyh gSa ;k cksul ,oa izhfe;e ;kstuk,¡ lekIrgksus okyh gSa] blfy, os ykHk mBk ysaA

8- fof'k"V NwV fof/k (Special Concession Method): ;|fi bl fof/k dks Hkh is'ksoj foØ;dyk dh nf"V lsmÙke ugha le>k x;k gSA bl fof/k esa foØ;drkZ xzkgdksa dks oS;fDrd Lrj ij lEeku nsus ds fy, mUgsa fof'k"VNwVsa nsdj Ø; djus gsrq izksRlkfgr djrs gSaA ,slh fof/k 'kh?kz foØ; lekiu ds fy, Bhd le>h x;h gSA

9- izR;{k vihy fof/k (The Direct Appeal Method): ;g fof/k foØ; lekiu ds fy, xzkgdksa ls izR;{k vihydjus dh ckr dgrh gSA bl fof/k dks viukus okys foØ;drkZ xzkgdksa ls lh/ks gh iwN ysrs gSa fd oLrq mUgsa ilanvk;h vFkok ugha] os ,d [kjhnsaxs ;k nks] D;k vkids fy, oLrq,¡ iSd djok nh tk;sa vkfnA bl fof/k dks vfUrefof/k ds :i esa iz;qDr djuk pkfg, D;ksafd blds viukus ij ;fn xzkgd oLrq Ø; djus ls euk dj ns rks iqu%izLrqrhdj.k ds pj.k ij tkuk foØ;drkZvksa ds fy, dfBu gksrk gSA

foØ;ksijkUr vuqxeu

(Follow up Aftersales)

foØ; ds lekiu ds ckn foØ;drkZvksa dks ns[kuk pkfg, fd xzkgdksa dks ogh oLrq iSd dh tk jgh gS ;k ugha ftls cspkx;k gS pw¡fd xzkgd ;g u le> ys fd foØ;drkZ eky cspus ds ckn mudh dfBukb;ksa ds izfr ltx ugha gSA bl pj.kij fd;k x;k O;ogkj xzkgdksa dks iquØZ; ds fy, izksRlkfgr djrk gSA

foØ; okrkZ(Sales Talk)

^foØ;drkZ* foØ;dyk dh vk/kkjf'kyk gSA tks foØ;drkZ ^foØ;&okrkZ* dh dyk esa fuiq.k vkSj ikjaxr ugha gS] os viuslEHkkfor xzkgdksa dks 'kh?kz] lUrks"kizn vkSj ykHkdkjh foØ; djus esa vlQy jgrs gSaA blfy,] foØ;okrkZ dk Kku izR;sdfoØ;drkZ dks gksuk ijeko';d gSA ^foØ;okrkZ* ,d rduhdh 'kCn gS ftldk foi.ku lkfgR; esa fof'k"V vFkZ gSA^foØ;okrkZ* ls vk'k; ^^foØ;drkZ }kjk lEHkkfor xzkgd ds lEeq[k izLrqr dh tkus okyh foØ; dgkuh ls gksrk gSA**foØ;&okrkZ dks foØ; izLrqrhdj.k Hkh dgk tkrk gSA xzkgd ls izFke lk{kkRdkj vFkok lEidZ ds lkFk gh foØ;dokrkZizkjEHk gksrh gS vkSj foØ; ds lekiu rd pyrh jgrh gSA Li"V gS fd ^^foØ; izfof/k ds lEidZ pj.k ls foØ; lekiupj.k rd dh leLr okrkZ foØ; okrkZ dgh tkrh gSA**

foØ; okrkZ dk eq[; mís'; xzkgdksa dks ;g crkuk gksrk gS fd mUgsa izLrkfor oLrqvksa dh rhoz vko';drk gS vkSj mudhvko';drk dh iwfrZ izLrkfor oLrqvksa ls gh lEHko gSA foØ; okrkZ dks izeq[kr% nks 'kh"kZdksas esa foHkDr fd;k tkrk gS% (1)

foØ;okrkZ] ,oa (2) vkifÙk;ksa dk fuokj.kA foØ;&okrkZ lHkh izdkj fu;ksftr dh tkuh pkfg, vkSj iw.kZ gksuh pkfg,A;g u rks vko';drk ls vf/kd yEch vkSj u gh laf{kIr gksuh pkfg,A lk{kkRdkj gsrq fn;s x;s le; ds vuqlkj foØ;okrkZgksuh pkfg, vkSj foØ; lekiu ls iwoZ iw.kZ gks tkuh pkfg,A foØ;okrkZ uhjl ugha gksuh pkfg, vkSj xzkgdksa dks dfBufLFkfr esa yk [kM+k djus okyh ugha gksuh pkfg,A foØ;&okrkZ ltho vkSj izk.koku gksuh pkfg,A izk.koku cukus ds fy,vfHku;] pkVZ] js[kkfp=k] ekWMYl vkfn dk lgkjk fy;k tkuk pkfg,A foØ;okrkZ ,slh gksuh pkfg, fd og xzkgdksa dk euvkSj fo'okl thr ysA tgk¡ rd lEHko gks rdkZsa dk lgkjk foØ;okrkZ esa ugha fy;k tkuk pkfg,A foØ;okrkZ Li"V] izHkkohvkSj iw.kZ gksuh pkfg, rkfd izLrkfor oLrqvksa ls lEcfU/kr izR;sd fcUnq dks xzkgd Hkyh izdkj le> ldsA bldk dkj.k;g gS fd ^^foØ;okrkZ dsoy ek=k mRikn dk o.kZu gh ugha gS] vfirq ,slk o.kZu gS tks xzkgdksa esa #fp vkSj fo'okl iSnk

djrk gSA ;gh ugha] cfYd #fp vkSj fo'okl iSnk djus ls iwoZ xzkgdksa dk /;ku Hkh vkÑ"V djrk gS vkSj vkifÙk;ksa dsfuokj.k ds ckn foØ; dk lekiu Hkh djrk gSA**

foi.ku ds fl)kUr314

la{ksi eas foØ;okrkZ djrs le; fuEufyf[kr rduhdksa vFkok fl)kUrksa dk /;ku j[kk tkuk pkfg,A

1. /;kukd"kZ.k ,oa foØ;okrkZ (Gaining Attention and Sales Talk): lk{kkRdkj ds le; xzkgdksa dk /;kuvkÑ"V djus ,oa cuk;s j[kus ds fy, foØ;drkZvksa dks pkfg, fd os mUgha fo"k;ksa ij ftuesa xzkgd #fp j[krsgksaA foØ;drkZvksa dks pkfg, fd os ,ssls iz'u Hkh xzkgdksa ls djrs jgsa ftuls mudk /;ku foØ;drkZ dh vksj cukjgsA fdUrq] iz'u xzkgdksa dks fpM+kus okys ;k mudh etkd mM+kus okys ;k vR;f/kd oS;fDrd ugha gksuk pkfg,Aiz'u eS=khew.kZ vkSj ln~Hkko;qDr gksus pkfg,A iz'u ,sls gksus pkfg, tks xzkgdksa esa mRlqdrk iSnk dj ldsaA iz'uksadks cM+h prqjkbZ ls j[kk tkuk pkfg,A

/;kukd"kZ.k gsrq fp=kksa] vFkok uewuksa dk izn'kZu Hkh fd;k tkuk pkfg,A foØ;&lkfgR; Hkh izLrqr fd;k tk ldrkgSA vk¡[kksa vU; bfUnz;ksa dh rqyuk esa fdlh oLrq dks idM+us esa vf/kd l{ke gksrh gSA Li"Vrk ds lkFk iznf'kZr fd;kx;k dksbZ fp=k ;k uewuk xzkgdksa dks u dsoy vihy gh djrk gS] vfirq vfr 'kh?kz fo'okl Hkh fnykrk gSA phuhdgkor crykrh gS fd ^^,d fp=k nl gtkj 'kCnksa ds cjkcj gksrk gSA**

/;kukd"kZ.k ds fy, foØ;drkZvksa dks izn'kZu dyk vkSj vfHku; dk Hkh lgkjk ysuk pkfg,A blls foØ;okrkZvfèkd izHkkoh curh gSA foØ;okrkZ ds nkSjku ;g /;ku j[kk tkuk pkfg, fd /;kukd"kZ.k dkQh yEcs le; rdcuk jgus okyk ugha gksuk pkfg,A ;g vLFkk;h gksuk pkfg, ftlls fd foØ;drkZ viuh okrkZ vkxs c<+k ldsA

2. #fp mRié djuk ,oa foØ;&okrkZ (Arousing Interest and Sales Talk): foØ;drkZvksa dks pkfg, fd osxzkgdksa dk /;ku vkÑ"V djus ds ckn rRdky muesa oLrq ds izfr #fp mRié djuk 'kq: dj nsaA #fp mRié djusds fy, foØ;drkZvksa dks pkfg, fd os fuEu rduhdsa viuk;sa&

(i) Øsrkvksa dks oLrqvksa ls izkIr gksus okys leLr ykHkksa dks le>k;saA ykHk crykrs le; Øsrkvksa dk nf"Vdks.kHkh Hkyh izdkj le> ysuk pkfg, vkSj leLr foØ;okrkZ Øsrkvksa dks dsUnz cuk dj gh dh tkuh pkfg,Axzkgd lnSo Lo;a ds ckjs esa muds fgrksa ds ckjs esa ckrsa djuk vf/kd ilan djrs gSaA blfy, xzkgdksa dkO;fDrRo gh okrkZ dk izeq[k fo"k; gksuk pkfg,A

(ii) #fp mRié djus ds fy, mu O;fDr;ksa ds uke Hkh xzkgdksa ds lEeq[k fy, tk ldrs gSa ftUgksaus oLrq dksmi;ksxh ik;k gSA ;fn vko';drk gks rks iz'kalk i=k (testimonials) vkSj flQkfj'ksa Hkh xzkgdksa ds lEeq[kizLrqr dh tkuh pkfg,A

(iii) #fp iSnk djus ds fy, oLrqvksa dk izn'kZu Hkh fd;k tk ldrk gSA

ikWy boh fy[krs gSa fd ^xzkgdksa esa #fp mRié djus ds fy, lcls igys ;g ekywe djuk pkfg, fd xzkgdksa dh#fp dSlh gS vkSj fQj mlesa #fp ysrs gq, ckr dhft,A blls xzkgd Hkh vkidh ckrksa esa #fp ysuk izkjEHk djasxsA**19

fu"d"kZ ds rkSj ij ;g dgk tk ldrk gS fd foØ;okrkZ ds nkSjku #fp mRié djus ds fy, xzkgdksa dks oS;fDrdLi'kZ dk vuqHko djk;k tkuk pkfg,A

3. bPNk mRié djuk ,oa foØ;drkZ (Arousing Desire and Sales Talk): foØ;okrkZ ds }kjk lk{kkRdkjvFkkZr~ foØ; izLrqrhdj.k ds le; #fp mRié djus ds ckn xzkgdksa dh bPNk dks txk;k tkuk pkfg, rkfd osoLrqvksa dk vHkko eglwl djsa vkSj mudh iwfrZ gsrq oLrqvksa ds Ø; dh bPNk muesa mRié djsaA vYÝsM xzkWl(Alfred Gross) us crk;k gS fd bPNk mRié djus ds fy, fuEu dk;Z fd;s tkus pkfg,%

(i) xzkgdksa dh vko';drkvksa dk irk yxkuk ,oa muds vlUrks"k ds dkj.kksa dks Li"V djukA

(ii) ;g crykuk fd izLrkfor oLrq fdl izdkj xzkgdksa dh vko';drkvksa dh iwfrZ djus esa l{ke gS vko';drkgks rks oLrq dk çn'kZu djukA

19. Paul Ivey, "Successful Salesmanship", p. 214.

315oS;fDrd foØ;

(iii) oLrq Ø; esa ykHk rFkk Ø; u djus ds uqdlku crykukA

la{ksi esa dgk tk ldrk gS fd bPNk mRié djus ds fy, xzkgdksa dks ;g cryk;k tkuk pkfg, fd izLrkfor oLrqdk Ø; muds thou esa iw.kZrk ykus] mUgsa vkufUnr djus] rFkk lekt esa izfr"Bk cuk;s j[kus ds fy, ijeko';dgSA

4. fo'okl fnykuk ,oa foØ;drkZ (Convincing and Sales Talk): oLrqvksa ds izfr xzkgdksa dh bPNk mRié djusds ckn foØ;drkZvksa dks pkfg, fd os mUgsa oLrqvksa dh Js"Brk o mi;ksfxrk ds ckjs esa fo'okl fnyk;saA foØ;okrkZds nkSjku xzkgdksa dks ;g crk;k tkuk pkfg, fd oLrq,¡ muds }kjk [kpZ dh tkus okyh eqnzk ds izfr iw.kZ U;k;djsaxhA fo'okl fnykus ds fy, foØ;drkZvksa dks pkfg, fd os fuEu rduhdsa dke esa yk;sa&

(i) xzkgdksa ds le{k oLrqvksa dk iqu% izn'kZu djsa vFkok xzkgdksa dks gh oLrqvksa dh tk¡p djus dk volj nsaA

(ii) lUrq"V xzkgdksa ,oa fo'ks"kKksa ds izek.k&i=k izLrqr djsaA

(iii) dEiuh izek.k izLrqr djsaA

(iv) xkjUVh] oLrq&okilh dh lqfo/kk] vkfn dh 'krZ o iw.kZ lqfo/kk,¡ iznku djsaA

(v) foØsrk laLFkk dh [;kfr ,oa Lo;a dk vkRefo'okl izdV djsaA

(vi) vkifÙk;k¡ ,oa izfrjks/k dks lekIr djsaA

5. foØ; lekiu djuk ,oa foØ;&okrkZ (Closing the Sale and Sales Talk): foØ; lekiu djuk foØ;okrkZdk vfUre pj.k gS ftls foØ;okrkZ dk pjeksRd"kZ dgk x;k gSA bl pj.k ij xzkgd Ø; djus ;k u djus dkfu.kZ; ysrs gSaA ;fn xzkgd Ø; ugha djus dk fu.kZ; ysrs gSa rks foØ;okrkZ dh leLr esgur fu"Qy tkrh gS]blfy, foØ;drkZ dks pkfg, fd os vYÝsM xzkWl ds erkuqlkj fuEu dk;Z djds foØ; lekiu dk iz;kl djsa%

(i) fØ;kns'k ds fy, iwNrkN djdsA

(ii) xzkgdksa dh xfHkZr LohÑfr dks Li"V djdsA

(iii) fof'k"V izsj.kk ;k izyksHku ns djdsA

(iv) eky lekIr gks ldrk gS] dhersa c<+ ldrh gSa] vkfn ckrsa dg djdsA

(v) nks ;k rhu fodYiksa esa ls fdlh ,d ds p;u esa lg;ksx djdsA

(vi) vk'oklu nsdjA

(vii) vf/kdkjiwoZd dg djdsA

(viii) oLrq p;u dh iz'kalk djdsA

(ix) Bgjko dks LohdkjkRed :i nsus dk iz;kl djdsA

dHkh&dHkh oLrq dks iSd djus dk vkns'k nsdj ;k fcy cukus dk ladsr djds Hkh foØ;drkZ foØ; dk lekiudjus dk iz;kl dj ldrs gSaA izR;{k vihy Hkh foØ; lekiu dh vU; izeq[k rduhd gSA foØ; ds lekiu dsckn tc rd oLrq iSd u dj nh tk;s vFkok xzkgd dks izlé&onu eqnzk esa fonk u dj fn;k tk;s rc rd mlsoS;fDrd Li'kZ dk vuqHko djk;k tkuk pkfg,A

mi;qZDr foospu ls Li"V gS fd foØ;okrkZ dk {ks=k dkQh foLrr gS vkSj lEiw.kZ foØ; izfof/k foØ;okrkZ gh gSAvr,o] foØ;okrkZ dk fu;kstu vkSj izLrqrhdj.k dkQh izHkkoh gksuk pkfg, rkfd xzkgd u dsoy izLrkfor oLrq;sagh [kjhnsa cfYd iquZØ; Hkh djsaA

foi.ku ds fl)kUr316

oS;fDrd foØ; ds ykHk(Merits of Personal Selling)

oLrqvksa dk foØ; nks izdkj ls gksrk gS&,d rks oS;fDrd o nwljk voS;fDrdA oS;fDrd foØ; esa oLrqvksa ds Øsrk o foØsrkvkeus&lkeus gksrs gSa] ysfdu voS;fDrd foØ; i=k&O;ogkj o VsyhQksu] vkfn ls gksrk gSA oS;fDrd foØ; esa voS;fDrdfoØ; dh rqyuk esa dqN ykHk gSa tks fuEu izdkj gSa&

1. Hkkoh xzkgdksa dk irk yxrk gS (Pinpoints Prospects): oS;fDrd foØ; dk lcls igyk ykHk ;g gS fd blrjhds ls iwjs xzkgdksa dk irk yx tkrk gS ;k rks mudh oLrq ds xzkgd gSa ;k os xzkgd cu ldrs gSaA blls foØ;drkZviuk /;ku ml vksj ,dkxz gksdj yxk ldrk gSA foKkiu o foØ; izorZu bu ckrksa dk irk ugha yxk ldrsgSaA

2. 'kadkvksa dk lek/kku djrk gS (Meet Objections): oS;fDrd foØ; dk nwljk ykHk ;g gS fd blls Øsrkvksadh 'kadkvksa dk lek/kku mfpr :i ls fd;k tk ldrk gSA mudh vkifÙk;ksa dk fuokj.k dj ldrs gSa vkSj Ø;ds fy, mfpr okrkoj.k cuk ldrs gSaA ,slk djus ls vkns'k feyus dh lEHkkouk,¡ c<+ tkrh gSA

3. oLrq dk izn'kZu djrk gS (Demonstrates the Product): xzkgd dks oLrq dh ykHkiznrk o mldh okaNuh;rkdk fo'okl fnykus ds fy, vko';d gS fd mldks oLrq dk iz;ksx djus dk mfpr volj nsrs gq, mldk okLrfodizn'kZu fd;k tk;A oS;fDrd foØ; oLrqvksa dk izR;{k izn'kZu djds ;g volj iznku djrk gSA

4. foØ; lekfIr esa lgk;rk nsrk gS (Helps close of the sale): oS;fDrd foØ; dk ,d ykHk ;g Hkh gS fd;g foØ; lekfIr esa lgk;rk nsrk gS rFkk 'kadkvksa dk lek/kku dj foØ; ds fy, ncko Mkyrk gSA foKkiuo foØ; lao)Zu rks Øsrk dks Ø; djus ds fy, izsfjr djrs gSa ysfdu os brus izHkko'kkyh ugha gksrs gSa ftrukoS;fDrd foØ;A

5. le; lkeatL; (Time co-ordination): blesa foØ;drkZ ,slh O;oLFkk dj ysrk gS fd tc dHkh Hkh Øsrk oLrqdks Ø; djus ds fy, rS;kj gksrk gS foØ;drkZ mlh le; mifLFkr gks tkrk gSA vkSj mldks rqjUr lsok ns nsrkgSA

6. lapkj lqfo/kk iznku djrk gS (Provides Communication): oS;fDrd foØ; fuekZrkvksa ds fy, lapkjlqfoèkk,¡ iznku djrk gSA foØ;drkZ dks oLrqvksa ds foØ; ds lEcU/k esa cgqr&lh lwpuk,¡ izkIr gksrh gSa( tSls] cktkjn'kk,¡] izfr;ksxh fØ;k,¡] laLFkk dh uhfr;kas ds ckjs esa xzkgd dh izfrfØ;k,¡] vkfnA foØ;drkZ bu lHkh ckrksa dksfuekZrk rd igqapkrk gSA ftlls fd fuekZrk viuh uhfr;ksa o oLrqvksa esa vko';d ifjorZu dj vius vkidks thforgh ugha j[k ikrs gSa cfYd mudhs fcØh c<+kus esa Hkh lgk;rk feyrh gSA

7. xSj&foØ; dk;Z djrk gS (Performs non-selling work): ,d foØ;drkZ dk eq[; dk;Z foØ; djuk gSysfdu ;g vius foØ; dk;Z ds vfrfjDr vU; xSj&foØ; dk;Z Hkh djrk gS tks fuekZrk dks ykHkdkjh gksrs gSa(tSls] cktkj vuqlU/kku djuk] ejEer lsok iznku djuk] xzkgdksa dh f'kdk;rksa dk fuokj.k djuk] vkfnA

8. lkekftd izsj.kk iznku djrk gSA (Provides social drive): oS;fDrd foØ; xzkgd o foØ;drkZ ds chp ,dfe=krk tSlk lkekftd lEcU/k cuk nsrk gS ftldk ifj.kke ;g gksrk gS fd mldks vkns'k feyrs jgrs gSa vkSjog viuh oLrq cspus esa lQy gksrk jgrk gSA

oS;fDrd foØ; ds nks"k ;k lhek,¡(Demerits or Limitations of Personal Selling)

oS;fDrd foØ; ds ftu nks"kksa dh foospuk ge fuEu iafDr;ksa esa dj jgs gSa okLro esa ;g blds nks"k ugha gSaA ;g rks lkisf{kdgSaA bldk vFkZ ;g gS fd dqN vkns'kksa esa nks"k gks ldrs gSa tcfd vU; n'kkvksas esa ughaA bUgha nks"kksa dks oS;fDrd foØ;dh lhek,¡ Hkh dgrs gSaA

317oS;fDrd foØ;

1. ykxrsa (Costs)& oS;fDrd foØ; dk lcls cM+k nks"k ykxr dk gSA oS;fDrd foØ; esa foØ;drkZ dks ikfjJfed];k=kk O;;] HkÙks o vU; lqfo/kk,¡ nsuh gksrh gSa ftudk dqN ;ksx dkQh gksrk gS tks oLrq dh foØ; ykxr dks c<+knsrk gSA ysfdu ;fn O;fDrxr lEidZ VsyhQksu o i=k&O;ogkj ls fd;k tkrk gS rks ykxr cgqr de iM+rh gSA

oS;fDrd foØ; dh vf/kd ykxr fuekZrk ds fy, ykHkizn gh jgrh gSA bldk dkj.k ;g gS fd blesa Øsrk lsO;fDrxr lEidZ gksrk gS tks /khjs&/khjs lkekftd izsj.kk esa ifjofrZr gks tkrk gS ftlls vkns'k vius vki ;k cgqrFkksM+s iz;kl ls feyrs jgrs gSa] lkFk gh mldh vkifÙk;k¡ o cktk: fLFkfr o LFkku&LFkku dh izfr;ksfxrk dk Hkhirk yxrk jgrk gSA

2. lgh le; esa mifLFkr gksus esa dfBukbZ (Difficulty in reaching at right time)& oS;fDrd foØ; dh nwljhdfBukbZ ;g crk;h tkrh gS fd blesa foØ;drkZ xzkgd ds ikl ml le; ugha igqap ikrk tcfd xzkgd Ø;lEca/kh fu.kZ; ysus dh fLFkfr esa gksA lkFk gh Ø; vkns'k ysus ds fy, foØ;drkZ dks dbZ ckj lEHkkfor xzkgdls eqykdkr djuh iM+rh gSA okLro esa] bl nks"k esa dqN lR;rk fn[kk;h nsrh gS ysfdu blds fy, ;g lq>ko fn;ktkrk gS fd fuekZrk dks fofHké lk/kuksa ls foKkiu bl izdkj djuk pkfg, fd mldk foKkiu lnk gh mldslkeus jgs vkSj vkns'k nsrs le; mldks ;kn cuh jgsA

3. vPNs foØ;drkZvksa dk vHkko (Lack of good salesmen)& oS;fDrd foØ; dk ,d nks"k ;g Hkh crk;k tkrkgS fd vPNs foØsrkvksa dk izR;sd ns'k esa vHkko gS] blesa Hkh dksbZ lR;rk fn[kk;h ugha nsrh gSA okLro esa] vPNsfoØsrk tUetkr iSnk ugha gksrs cfYd mfpr izf'k{k.k nsdj mUgsa rS;kj fd;k tkrk gSA

foi.ku ds fl)kUr318

v/;k;&19

foØ; lao)Zu(Sales Promotion)

foØ; lao)Zu& vFkZ ,oa ifjHkk"kk,¡(Sales Promotion— Meaning and Definition)

^foØ; lao)Zu* nks 'kCnksa& foØ;* vkSj lao)Zu ls cuk gS ftldk vFkZ fcØh c<+kus ls fy;k tkrk gSA1 ckfyx dk dgukgS fd foØ; c<+kus okyh vFkok mldh of) esa lgk;rk djus okyh izR;sd fØ;k vFkok fu.kZ; foØ; lao)Zu dgykrkgSA pkYlZ ,e- ,MoM~Zl ,oa fofy;e ,p- gkWoMZ us Hkh fy[kk gS fd Þog izR;sd fØ;k tks izR;{k ;k vizR;{k :i ls ykHkdkjhfcØh dks c<+kus esa lg;ksx djrh gS] foØ; lao)Zu esa lfEefyr dh tkrh gSAß2

foØ; izcU/k dk izeq[k mÙkjnkf;Ro foØ; ifjek.k esa vk'kkrhr of) djrs gq, laLFkk ds fu/kkZfjr foØ; y{;ksa dh iw£rdjuk gksrk gSA bl iz/kku mís'; dh iw£r ds fy, foØ; izcU/kd lkekU;r% nks mik; dke esa ykrs gSaA izFke] ,d vPNsfoØ; laxBu dh LFkkiuk djds os foØ;&y{;ksa dh izkfIr dk iz;kl djrs gSaA f}rh;] os foØ;&y{;ksa dh izkfIr gsrqcká dne mBkrs gSaA D;ksafd mÙke foØ; laxBu ds gksus ls gh fcØh c<+ tk;s] ;g vko';d ug° gSA foØ; izcU/kdksa }kjkmBk;s tkus okys cká dne gh foØ; lao)Zu ds uke ls tkus tkrs gSaA bu cká dneksa vFkok dk;ks± esa u;s cktkjksa dh[kkst djuk] xzkgdksa dks vf/kdkf/kd Ø; gsrq izksRlkfgr djuk] foKkiu djuk vkfn dks lfEefyr fd;k tkrk gSA oSls ;g/;ku nsus ;ksX; ckr gS fd rduhdh vFkZ esa foKkiu fØ;k;sa foØ; lao)Zu ds {ks=k ls ckgj j[kh tkrh gSaA foØ; lao)Zudks okf.kT;;u (Merchandising), js[kk ds uhps dh fØ;k (Below the-line activity) ek/;e foghu foKkiu* (Non-media

advertising) vkfn ukeksa ls Hkh iqdkjk tkrk gSA

foØ; lao)Zu dh dqN izeq[k ifjHkk"kk;sa bl izdkj gSa&

1- ,- ,p- vkj- fMysUl ds 'kCnksa esa ÞfoØ; lao)Zu ls vk'k; foØ; of) ds fy, fd;s x;s dk;ks± ls gSA bl 'kCnls vk'k; foØ;&iz;Ruksa ls gSa tks fd O;fDrxr&foØ; ,oa foKkiu ds iwjd gSa vkSj ftuds leUo; ls ;s mudksvf/kdkf/kd izHkko'kkyh cukus esa lgk;d gksrs gSaAß3

2- tkWtZ MCY;w- gkWifdUl (George W. Hopkins) us foØ; lao)Zu dh ifjHkk"kk nsrs gq, dgk gS] ÞfoKkiu ,oa foØ;dh izfØ;kvksa dks izHkko'kkyh cukus ds fy, ftu laxfBr iz;klksa dh lgk;rk yh tkrh gS] mUgsa foØ; lao)Zuds uke ls lEcksf/kr fd;k tkrk gSAß4

3- gSjksYM OgkbVgSM (Harold Whitehead) ds 'kCnksa esa] ÞfoØ; lao)Zu ls vk'k; okLrfod ,oa lEHkkfor Fkksd&foØsrk]QqVdj O;kikjh] miHkksDrkvksa vkSj ;gk¡ rd fd Lo;a QeZ ds foØ;drkZvks esa lwpukvksa dk izlkj.k gSAß5

1. H. Simmons : “Successful Sales Promotion”, 1954. p. 1.

2. Charles M. Edwards and William H. Howard, “Retail Advertising and Sales Promotion”, New York, 1943.

3. Any steps that are taken for the purpose of obtaining or increasing sales often this term refers specially to selling efforts that aredesigned to supplement personal selling and advertising and by co-ordination, help them to become more effective.

A.H.R. Delens “Principles of Market Research”. p. 244.

4. “Sales promotion is an organised effort applied to the selling job to secure the greatest effectiveness for advertising and for dealers’help”. G.W. Hopkins

5. “Sales Promotion includes the dissemination of information to wholeslers, retailers, customers—actual and potential, and not leastto the firms own salesman”.

Harold Whitehead, “The Administration of Marketing and Selling”. p. 136.

319foØ; lao)Zu

4- ts- vkj- MkWcesu (J.R. Daubman) ds vuqlkj] ÞfoØ; lao)Zu ls vk'k; QqVdj O;kikfj;ksa ds dk;Z dks vf/kdljy cukuk gS] xzkgdksa ds efLr"d esa bPNk (desire) mRiUu djuk gS ,oa O;kikfj;ksa dks vkSj vf/kd Js"B O;kikjhcukuk gSA6

5- ds- ,l- gkWoMZ (K.S. Howard) ds vuqlkj] ÞfoKkiu ,oa izdk'ku ds fuf'pr {ks=kksa esa lfEefyr gksus okyh fØ;kvksads vfrfjDr os leLr fØ;k,¡ tks fd okLrfod foØ; esa lgk;d gSa] foØ; lao)Zu dgykrh gSaAß7

6- vesfjdu ekdsZ Vx ,lksfl;'ku (A. M. A.) ds vuqlkj] ÞfoØ; lEo)Zu esa oS;fDrd foØ; (Personal Selling),

foKkiu ,oa izdk'ku ds vykok os leLr vfu;fer fØ;k,¡ tSls& izn'kZu (displays), fn[kkok ,oa izn'kZuh] izn'kZu(demonstrations) vkfn lfEefyr dh tkrh gSa tks miHkksDrk ,oa O;kikjh dh izHkko'khyrk dks izksRlkfgr djrhgSAß8

7- Y;wbd ,oa thxyj ds vuqlkj] ÞfoØ; lEo)Zuß foi.ku lEo)Zu* dk og midj.k gS tks oLrq ds iz;ksx esa of)djrk gS vkSj oLrq ds cktkj dk Hkh foLrkj djrk gS ;k uohu oLrq dk ifjp; djkrk gSAß9

8- tkWulu ds vuqlkj] ÞfoØ; lEo)Zu esa os lHkh fØ;k;sa lfEefyr gksrh gSa ftudk mís'; foØsrkvksa] foKkiufoHkkxksa] O;kikfj;ksa ,oa forjdksa ds dk;ks± dks lEiUu djuk rFkk foØsrkvksa ds dk;ks± dks vf/kd izHkkoiw.kZ cukukgksrk gS rkfd foØ; c<+ lds vkSj miHkksDrkvksa dks Ø; esa vf/kd #fp ysus dks izsfjr fd;k tk ldsAß10

9- tkWu ,yu ejQh ds 'kCnksa esa] ÞfoØ; lEo)Zu os leLr fØ;k,¡ gSa tks foØ;drkZvksa dks lg;ksx nsus gsrq dh tkrhgSaA buesa foØ; lkfgR;] vkSipkfjd izLrqrhdj.k] dSVykWx] foØ; iqfLrdk;sa] uhfr&fooj.k] foØ; izfrjks/k dksrksM+us okys lk/ku ,oa fof/k;k¡ vkfn lfEefyr gSaA11

mi;qZDr ifjHkk"kkvksa ds vk/kkj ij dgk tk ldrk gS fd ^foØ; lEo)Zu*12 dks fuEu rhu vFkks± esa fy;k tkrk gS&

1- ladh.kZ vFkZ esa&ladh.kZ vFkZ esa foØ; lEo)Zu dk vk'k; ,slh fØ;kvksa ls gS tks fd oS;fDrd foØ; esa lgk;dgksrh gSaA

2- foLrr vFkZ esa &foLrr vFkZ esa foØ; lEo)Zu ls vk'k; mu leLr fØ;kvksa ls gSa tks fd foØ; dh of) ds fy,dh tkrh gSaA bl nf"Vdks.k ls foØ; lEo)Zu ds vUrxZr foKkiu] O;fDrxr foØ;] mRiknksa esa uohurk ykuk]foi.ku iz.kkfy;ksa esa lq/kkj] fo'ks"k ;kstuk;sa] izfr;ksfxrk,¡] LFkk;h izn'kZu vkfn lHkh lfEefyr fd;s tkrs gSaA

3- fof'k"V vFkZ esa&foØ; lEo)Zu dk vFkZ mu fØ;kvksa ls gS tks foØ; of) ds fy, vfu;fer :i ls lEiUu dhtkrh gSa vkSj ftuesa foKkiu] oS;fDrd foØ; rFkk izdk'ku ls lEcfU/kr fØ;kvksa dks lfEefyr ug° fd;k tkrkgSA oLrqr% foØ; lEo)Zu dks blh vFkZ esa le>k tkuk pkfg,A

6. J. R. Daubman, “Fundamentals of Sales Management”, p. 302.

7. K. S. Howards, “Methods of Sales Promotion”. Mc Graw-Hill.

8. “Those marketing activities other than personal selling, advertising and publicity, that stimulation consumer purchasing and dealer

effectiveness such as displays, shows and expositions, demonstration and various non-recurrent selling not in the ordinary routine”.

AMA

9. J.F. Luick and W. I Ziegler, “Sales Promotion and Modern Merchandising”, p. 1.

10. “Sales Promotion consists of all those activities whose purpose is to supplement to co-ordinate and to make sure more effective the

efforts of the sales force, of the advertising department, and of the distributors and to increase sales and otherwise stimulate

consumers to take greater initiative in buying”

L. K. Johnson “Sales and Marketing Management; Text and Cases”. p. 540.

11. See an article “Advertising and Selling” published in 1946, quoted by Harry Simmons, op. cit., 1.

12. tkWu dsesjksu vkLios dh ifjHkk"kk bl vFkZ dk izfrfuf/kRo djrh gSA muds vuqlkj] ÞfoØ; lEo)Zu mu leLr dk;ks± dks lfEefyr djrk gS tksmRikn ds foi.ku esa fd;s tkrs gSa tSls&O;fDrxr foØ;] foKkiu vkSj cktkj dks foLrr djus lEcU/kh dk;ZAß

—John Cameron Asplay, “Sales Promotion Handbook”. p. 23.

foi.ku ds fl)kUr320

foØ; lEo)Zu dh fo'ks"krk,¡(Characteristics of Sales Promotion)

^foØ; lEo)Zu dh fo'ks"krk;sa fuEukuqlkj gSa&

1- foØ; lEo)Zu ^foØ; fcUnq* ij xzkgdksa ds /;ku dks oLrqvksa vkSj lsokvksa ds Ø;kFkZ vkÑ"V djrk gSA

2- foØ; lEo)Zu oLrqvksa vkSj lsokvksa dks xzkgdksa dh vksj /kdsyus okyh fØ;kvksa dk lewg gSA

3- foØ; lEo)Zu mRikn] lEifÙk ;k lsok ds ekSfæd gLrkUrj.k dh bPNk dh tu ?kks"k.kk gS tks ladsrksa] izn'kZuksa]Mkd ,oa vU; vfu;fer foi.ku fØ;kvksa }kjk dh tkrh gSA

4- foØ; lEo)Zu esa mu vfu;fer fØ;kvksa dks lfEefyr fd;k tkrk gS tks fd miHkksäkvksa ,oa O;kikfj;ksa dks eky[kjhnus ds fy, izsfjr djrh gSaA

5- foØ; lEo)Zu esa foKkiu] oS;fDrd foØ; rFkk izdk'ku dks lfEefyr ug° fd;k tkrk gSA

6- foØ; lEo)Zu foKkiu ,oa oS;fDrd foØ; dks vf/kd izHkko'kkyh cukus okyh fØ;kvksa dk lewg gSA oLrqr%foØ; lEo)Zu foKkiu ,oa oS;fDrd foØ; ds e/; dh [kkbZ dks ikVus okyk iqy gSA

foKkiu dk foØ; lEo)Zu ls lEcU/k(Relationships of Advertising with Sales Promotion)

izks- ÝsMfjd ,- ,xeksj (Frederic A. Egmore) dk dguk gS fd foØ; dk;Z ds nks igyw gSa&(i) oS;fDrd foØ; ,oa (ii)voS;fDrd foØ; vFkkZr~ foKkiuA oS;fDrd foØ; dk vk'k; O;olk;h }kjk foØ; ds fy, fd;s x;s oS;fDrd iz;Ruksals gS ftlesa foØsrk Lo;a lEHkkfor ,oa orZeku xzkgdksa ls lEidZ LFkkfir djrk gS vkSj foØ; dyk dk lgkjk ysdj oLrq,¡cspus dk iz;kl djrk gSA foKkiu dk vk'k; O;fDr;ksa dks voS;fDrd rkSj ij oLrqvksa dh miyfC/k ds ckjs esa lwpuk nsukgksrk gSA foØ; lEo)Zu oLrqvksa ds oS;fDrd rFkk voS;fDrd foØ; ,oa laLFkk ds e/; fd;k x;k leUo; gSA ,xeksj dsbu fopkjksa ls Li"V gksrk gS fd foØ; lEo)Zu oS;fDrd foØ; ,oa foKkiu esa leUo; LFkkfir djrk gSA

izks- Mh- ,y- gsx (D. L. Hague) dk dguk gS fd ÞfoKkiu oLrqvksa ds lEcU/k esa gtkjksa miHkksDrkvksa dks f'kf{kr djrkgS vkSj O;kid foØ; dk vk/kkj curk gS tcfd lEo)Zu dk;Z foØ;&'kfDr rFkk Lo;a ds O;fDr;ksa dks f'kf{kr djuk gSAvU; nf"Vdks.k ls foKkiu oLrqvksa ds izfr O;fDr;ksa dks [khaprk gS] tcfd foØ; lEo)Zu O;fDr;ksa dh vksj oLrqvksa dks/kdsyrk gSAß

mi;qZDr fopkjksa ls Li"V gS fd foKkiu dk lEcU/k tulkekU; ds cM+s oxZ ls gksrk gS rFkk O;fDrxr foØ; dk lEcU/kdqN gh O;fDr;ksa rd lhfer gksrk gSA fdUrq] foØ; lEo)Zu foKkiu rFkk O;fDrxr foØ; nksuksa gh ls lEcfU/kr gksrkgS tks fd foKkiu ,oa oS;fDrd foØ; ds e/; dh [kkbZ dks ikVus dk iz;Ru djrk gSA bls fuEukafdr fp=k }kjk le>ktk ldrk gS&

fp=k 19.1

foØ; lEo}Zu

jk"VªO;kihfoKkiu

{kS=kh;foKkiu

321foØ; lao)Zu

mi;qZDr fp=k crykrk gS fd ;fn dksbZ dEiuh viuk uohu mRiknu cktkj esa foØ; ds fy, izLrqr djuk pkgrh gS rFkkml mRiknu ds fy, foKkiu }kjk jk"VªO;kih izpkj djrh gS rks dsoy bl izpkj ek=k ls ml oLrq dk foØ; ug° gkstk;sxk] oju~ mlds fy, QqVdj&foØsrkvksa ds ikl oLrq,¡ igq¡pkus ,oa mUgsa mu oLrqvksa dks Ø; djus ds fy, izsfjr djusdh vko';drk gksxh vkSj blds fy, O;fDrxr lEidZ dh vko';drk gksxhA bl O;fäxr lEidZ ,oa foKkiu ds e/;dh nwjh dks de djus ds fy, eq¶r uewus] dwiu] fofHkUu izfr;ksfxrk,¡ vkfn dh lgk;rk yh tk;sxh rkfd foØ; esa of)dh tk ldsA foØ; of) dh ;s gh leLr fof/k;k¡ foØ; lEo)Zu dgh tkrh gSaA

fu"d"kZ ds rkSj ij ;g dgk tk ldrk gS fd foKkiu ,oa foØ; lEo)Zu fØ;k,¡ ,d&nwljs dh iwjd gSa vkSj ,d nwljsdks izHkko'kkyh cukrh gSaA brus ij Hkh buesa tks izeq[k vUrj gSa os bl izdkj gSa&

1- foKkiu vizR;{k lEidZ dk lk/ku gS tcfd foØ; lEo)Zu xzkgdksa ls izR;{k lEidZ LFkkfir djus dk lk/kugSA

2- foKkiu oS;fDrd foØ; ds dk;Z dks ljy cukrk gS fdUrq foØ; lEo)Zu oS;fDrd foØ; vkSj foKkiu ds chpdh nwjh dks de djrk gSA

3- foKkiu dk HkkSxksfyd {ks=k fo'kky gksrk gS fdUrq] foØ; lEo)Zu dk lhfer gksrk gSA

4- foKkiu O;olk; dh nSfud fØ;k gS tcfd foØ; lEo)Zu fof'k"V fØ;k vFkok vfu;fer fØ;kA

5- foKkiu ds lk/kuksa ij ¼Mkd }kjk foKkiu dks NksM+dj½ foKkir&drkZ dk fu;U=k.k jgrk gS fdUrq foØ; lEo)Zuesa O;kolkf;d laLFkkvksa dkA

6- foKkiu oLrqvksa dh vksj xzkgdksa dks [k°prk gS] tcfd foØ;&lEo)Zu xzkgdksa dh vksj oLrqvksa dks /kdsyrk gSA

7- foKkiu vla[; xzkgdksa dks f'kf{kr djus dk dk;Z gS rFkk O;kid foØ;.k dk vk/kkj gS tcfd foØ; lEo)Zuvius gh O;fDr;ksa dks f'kf{kr djus vkSj viuh gh foØ; 'kfDr dks izksRlkfgr djus dk dk;Z gSA

foØ;&lEo)Zu ds mís';(Objects of Sales Promotion)

foØ; lEo)Zu dk izeq[k mís'; lnSo fcØh esa of) djuk gksrk gSA ;g mís'; le; ds nf"Vdks.k dks /;ku esa j[kdj fofHkUubdkb;ksa esa bl izdkj foHkDr dj fy;k tkrk gS fd FkksM+s vFkok vf/kd le; esa blls dqN ykHk izkIr fd;s tk ldsaA

nwljs 'kCnksa esa ;g dgk tk ldrk gS foØ; lEo)Zu dk eq[; y{; gj lEHko ykHkktZu djuk gksrk gS pkgs og nh?kZ vofèkesa gks vFkok vYi&vof/k esaA foØ; lEo)Zu ds fuEu mís'; gSa13&

1- u;s mRiknu dks cktkj esa izos'k djus esa lgk;rk igq¡pkukA

2- Fkksd O;kikjh rFkk QqVdj O;kikjh dks vf/kd Ø; ds fy, izksRlkfgr djukA

3- orZeku miHkksDrkvksa dks vius mRiknuksa dks vkSj vf/kd ek=kk esa iz;ksx djus ds fy, izksRlkfgr djukA

4- u;s miHkksDrkvksa dks vkd£"kr djukA

5- fo'ks"k ekSle ds QyLo:i foØ; dh deh dks dqN va'kksa rd nwj djukA

6- izfrLi)hZ O;kikfj;ksa ds foØ;&lEo)Zu dh uhfr;ksa esa tokch dk;Zokgh djukA

7- QqVdj Hk.Mkjksa esa oLrqvksa ds izn'kZu {ks=k esa of) djus ds mís'; ls QqVdj foØsrkvksa dk vf/kd lg;ksx izkIrdjukA

8- oS;fDrd foØ; ,oa foKkiu esa leUo; LFkkfir djukA

9- laLFkk ds foØ;drkZvksa dks eky ds vf/kd foØ; ds fy, izksRlkfgr djuk ,oa lgk;rk igq¡pkukA

13. See M. J. Baker, “Marketing : An Introductory Text”, pp. 228-29.

foi.ku ds fl)kUr322

foØ; lEo)Zu foHkkx ds dk;Z(Functions of Sales Department)

foØ; lEo)Zu foHkkx dk izeq[k dk;Z foi.ku vkSj oS;fDrd foØ; ds chp dh nwjh dks lekIr djuk gSA fofy;e ts-LVsUVu fy[krs gSa fd ÞokLro esa] foØ; lEo)Zu dk izeq[k dk;Z foKkiu vkSj oS;fDrd foØ; ds chp iqy dk dke djukgS rkfd bu nksuksa {ks=kksa ds iz;kl iwjd cu ldsa vkSj lefUor gks ldsaA14

orZeku esa foØ; lEo)Zu foHkkx ds dk;ks± vFkok nkf;Roksa dk {ks=k dkQh O;kid gksrk tk jgk gSA ,d le; Fkk tc izR;sdog fo"ke dk;Z ftls foKkiu vFkok foØ; foHkkx ug° dj ikrk Fkk] foØ; lEo)Zu foHkkx dks lkSai fn;k tkrk FkkA fdUrq]vc bl foHkkx ds dk;Z fuf'pr ls gks pqds gSa vkSj mudh ,d iw.kZ lwph rS;kj djus dk dk;Z Hkh dj fy;k x;k gSA gsjhfleUl ds vuqlkj foØ; lEo)Zu foHkkx ds izeq[k dk;Z vxzfyf[kr gSa15&

1- laLFkkxr dk;Z (Institutional Functions): (i) dEiuh mRikn dk;Z rFkk (ii) foØ;drkZvksa dh fØ;k;salfEefyr dh xbZ gSaA

2- leUo;kRed dk;Z (Coordinating Functions): buesa (i) foHkkxh; fØ;k;ksa dk leUo;] (ii) foØ; foHkkx lslEidZ] (iii) foKkiu foHkkx ls lEidZ ,oa (iv) mRiknu foHkkx ls lEidZ lEcU/kh fØ;k;sa lfEefyr dh xbZ gSaA

3- okf.kT;;u dk;Z (Merchandising Functions): buesa (i) okf.kT;;u fØ;k;sa] (ii) izfr;ksfxrk ;kstuk;sa] (iii)

izn'kZu ,oa lsEi¯yx rFkk (iv) O;kikj lEcU/kh fØ;k;sa lfEefyr dh xbZ gSaA

4- izdk'ku ;k izpkj dk;Z (Publicity Functions): buesa (i) foKkiu fØ;k;sa] (ii) izR;{k Mkd fØ;k;sa] (iii) ckgfoKkiu] (iv) tu lEcU/k] rFkk (v) lHkk;sa] izLrko o izn'kZfu;ksa ls lEc) fØ;k;sa lfEefyr dh xbZ gSaA

5- 'kS{kf.kd dk;Z (Educational Functions): buesa (i) 'kS{kf.kd xfrfof/k;k¡] (ii) i=kkpkj lEidZ] (iii) xg if=kdk,¡](iv) xfrfp=k] ,oa (v) vuqlU/kku rFkk fo'ys"k.k ls lEc) fØ;k;sa lfEefyr dh xbZ gSaA

6- foi.ku dk;Z (Marketing Function): buesa (i) QqVdj O;kikjh ,oa MhylZ fØ;k;sa (ii) QqVdj Hk.Mkj dk;Z](iii) forjd tkWclZ ,oa Fkksd O;kikjh fØ;k;sa] (iv) foØ; fcUnq izn'kZu ;k ltkoV] rFkk (v) Hkkoh O;kikfj;ksa ,oaforjdksa ls lEc) fØ;k;sa lfEefyr dh xbZ gSaA

foØ; lEo)Zu dk egRo(Importance of Sales Promotion)

orZeku esa] foØ; lEo)Zu ds fnuksafnu vfHkof)r egRo us bls vk/kqfud O;kolkf;d fØ;k&dykiksa dk ,d vfHkUu igywcuk fn;k gSA foØ; lEo)Zu dk vk/kqfud nf"Vdks.k blls igys dh Hkk¡fr vko';d cqjkbZ ug° ekurk gS vkSj blls lEc)fØ;kvksa ds O;;ksa dh iw£r gsrq foKkiu ,oa foØ; foHkkx dh Ñik ij fuHkZj ug° djrk gSA vr% foØ; lEo)Zu foHkkxifjiw.kZ foHkkx dk ntkZ izkIr dj pqdk gS vkSj blds fy, iFkd ctV rS;kj fd;k gSA vkt foØ; lEo)Zu dk egRo,d leUo; djus okyh fØ;k ds :i esa Lohdkj fd;k tkus yxk gSA gSjh fleUl fy[krs gSa fd ÞfoØ; lEo)Zu vfèkdka'kr%foØ; foKkiu] vuqlU/kku] okf.kT;;u vkSj tulEidZ foHkkxksa ds iz;klksa rFkk fØ;k&dykiksa ds leUo; dk;Z gS tks foØ;fcUnq ij foØ; izfrjks/k esa deh ykrk gSAß16

fofy;e ts- LVsUVu dk fopkj gS17 fd QqVdj foØ;.k ds nkSjku mRiUu gksus okys miHkksDrk vlUrks"k dks ,d Js"B foØ;lEo)Zu dk;ZØe }kjk de fd;k tk ldrk gSA Lo&lsok] foØ;&e'khuksa }kjk fcØh ,oa vU; foØ; fof/k;ksa ftuesafoØ;drkZvksa dk ç;ksx ug° fd;k tkrk gS] ogk¡ foØ; lEo)Zu mik;ksa dh vko';drk dkQh c<+ x;h gSA blh izdkj]

14. W. J. Stanton, “Fundamentals of Marketing”, p. 515.

15. Harry Simmons, op. cit., pp. 7-24.

16. Ibid., p. 1.

17. W. J. Stanton, op. cit., p. 516.

323foØ; lao)Zu

HkkoukRed Ø; ds c<+us vkSj QqVdj Hk.Mkjksa }kjk mudh mRikn js[kkvksa ds fofo/k gksus ds lkFk&LkkFk foØ; lEo)Zudk;ZØeksa dk egRo Hkh c<+rk tk jgk gSA blds vfrfjDr] bl O;Lr fo'o esa xzkgd foKkiuksa ds izfr #fp rks fn[kkrs gSa]fdUrq vfr'kh?kz mUgsa Hkwy Hkh tkrs gSaA cgqr ckj Ø; djrs le; xzkgdksa dks foKkiu ;kn ug° vk ikrs gSaA ,slh ifjfLFkfr;ksaesa foØ; lEo)Zu mik; fcØh djus gsrq dkQh dkjxj izekf.kr gksrs gSaA

foØ; lEc)Zu fØ;k,¡ vkt rhoz izfrLi/kkZ ds ;qx esa u dsoy O;kolkf;d laLFkkvksa dks thou nsrh gSa] vfirq mUgsa xR;kRedHkh cuk;s j[krh gSaA foØ; lEo)Zu ds egRo dks fuEu nf"Vdks.kksa ls vk¡dk tk ldrk gSA 18

1. foØ; lEo)Zu foKkiu rFkk oS;fDrd foØ; ds chp dh [kkbZ dks ikVrk gS vkSj nksuksa dh {ks=kksa dh fØ;kvksa dksizHkkoh cukrk gSA

2. mRikndksa] e/;LFkksa ,oa vU; forj.k laLFkkvksa ds foØ; dh ek=kk esa of) gksrh gS ftlls muds ykHk c<+rs gSaA

3. mRikndksa ds mRiknu dk iSekuk O;kid gksrk gS vkSj mRiknu ykxrksa esa deh vkrh gSA

4. e/;LFkksa dks vf/kd laxzg.k ds fy, izksRlkgu feyrk gS D;ksafd mUgsa mRikndksa }kjk fofo/k NwVsa vkSj lqfo/kk,a nhtkrh gSaA

5. ubZ oLrqvkas dh ek¡x esa of) gksrh gSA mRiknksa ds thou&pØ dh tUekoLFkk ,oa ifjiDork dh voLFkk esa foØ;lEo)Zu egÙoiw.kZ Hkwfedk fuHkkrk gSA

6. ekSleh oLrqvksa dh [kir Hkh LFkk;h gksus yxrh gSA ^csekSle foØ;* ljy gks tkrk gSA

7. laLFkk dh [;kfr c<+rh gS D;ksafd vusd izdkj dh izfr;ksfxrk,¡] uewuksa dk forj.k] izhfe;e O;oLFkk,¡ laLFkk dsizfr turk ds ân; esa LFkku cukrh gSaA

8. lk/kkj.kr% u fcd ldus okyh oLrqvksa dk Hkh foØ; gksus yxrk gSA

9. cktkj lEcU/kh lwpuk,¡ izkIr gksrh gSa ftlls mÙke foi.ku dk;ZØe vkSj ;kstuk,¡ cukuk lEHko gks tkrk gSA

10. laLFkk dh izfrLi/khZ fLFkfr Hkh lqn<+ gksrh gS D;ksafd Ø; gsrq izyksHku fn;s tkus ds dkj.k eky ds u fcdus dhlEHkkouk,¡ lekIr gks tkrh gSaA

11. xzkgdksa dks uohu] lLrh ,oa vPNh oLrq,¡ izkIr gksrh gSaA eq¶r uewus rFkk foØ; lkfgR; izkIr gksrk gS tks mudhtkudkjh esa of) djrk gS mUgsa laLFkk dk LFkk;h xzkgd cukrk gSA

12. ns'k dk vkfFkZd fodkl rhoz gksrk gSA jkstxkj ds volj c<+rs gSaA thou&Lrj Å¡pk gksrk gSA rhoz izlkj dhvoLFkkvksa esa foØ; lEo)Zu vFkZO;oLFkk dks ladV ls mckjrk gSA

13. vfr fudV Hkfo"; esa foØ; lEo)Zu O;olk; dh fu;fer fØ;kvksa dk vfHké vax cu tk;sxkA

foØ; lEo)Zu izcU/kd ds dk;Z] drZO; ;k nkf;Ro(Functions, Duties and Responsibilities of a Sales Promotion Manager)

,d foØ; lEo)Zu izcU/kd ds izeq[k dk;Z] drZO; vFkok nkf;Ro fuEufyf[kr gSa&

1. foØ;drkZvksa ij fu;a=k.k&O;kolkf;d laxBu ds vkdkj ds vuqlkj mlesa foØ;drkZvksa dh la[;k gksrh gSA cM+slaxBu esa foØ;drkZvksa dh la[;k Hkh vf/kd gksrh gSA vr% bl izcU/kd dk izeq[k dk;Z ;g gksrk gS fd leLrfoØ;drkZvksa ij fu;a=k.k j[ksaA bl mís'; dh iwfrZ ds fy, og izR;sd foØ;drkZ ls mlds }kjk fd;s x;s dk;kZsadh nSfud vFkok lkIrkfgd fjiksVZ e¡xokrk gS] mudh tk¡p o v/;;u djrk gS] vko';d funZs'k nsrk gS] mudhxfrfof/k;ksa dh tkudkjh j[krk gS vkSj mudks fof'k"V foØ; izlkj ;kstukvksa ls o vU; lwpukvksa ls voxr djkrkgS ,oa mudh vko';drkuqlkj mi;qZDr lgk;rk djrk gSA

18. Philip Kotler "Marketing Management: Analysis, Planning and Control" 1979, p. 340

foi.ku ds fl)kUr324

2. O;kikfj;ksa ls lEidZ (Liaison)&;g izcU/kd Fkksd O;kikfj;ksa }kjk rFkk QqVdj O;kikfj;ksa ls Hkh lEidZ j[krkgSA og muds vko';d lwpuk,¡ nsdj izn'kZu lkexzh (display material) Hkstdj ,oa lq/kjh gqbZ rduhdksa dh lwphnsdj bu O;kikfj;ksa dh lsok djrk gSA ;fn fdUgha O;kikfj;ksa dks mudk eky cspus esa dfBukbZ gksrh gS rks ogmudks vko';d ijke'kZ Hkh nsrk gSA

3. foØ;&uhfr;ksa dks fØ;kfUor djuk&dEiuh ds lapkyd&e.My vFkok lEcfU/kr vf/kdkfj;ksa dks foØ;&uhfrcukus esa lgk;rk djrk gSA blds vfrfjDr dEiuh dh foØ;&uhfr dks vfUre :i nsdj bls izcU/kd ds iklHkst nsrs gSaA vc bl izcU/kd dk nkf;Ro gks tkrk gS fd og bl uhfr dks fØ;kfUor djs ,oa mldh fjiksVZlEcfUèkr vf/kdkfj;ksa dks nsA

4. fof'k"V izpkj ;kstuk,¡&viuh oLrqvkas ds foØ;&lEo)Zu ds mís'; ls og izcU/kd vko';d izpkj ;kstuk,¡ tSlsbukeh ;kstuk] izfrLi/kkZ] dwiu iz.kkyh vFkok vU; blh izdkj dh fof'k"V izpkj ;kstukvksa dks cukrk gS vkSj mUgsadk;kZfUor djokrk gSA

5. iz'kkldh; dk;Z&bl izcU/kd dks vius foHkkx ds iz'kklu lEcU/kh dk;Z Hkh djus iM+rs gSaA bldk ;g dk;Z HkhvR;Ur egRoiw.kZ gSA ;fn mlds foHkkx dk iz'kklu f'kfFky gS rks foØ;&O;oLFkk fcxM+ tkosxhA mlds iz'kklulEcU/kh dk;kZsa esa mlds foHkkx dk laxBu] fu;kstu ,oa fu;a=k.k vkfn izeq[k gSA

6. ctV cukuk&bl izcU/kdksa dks vius foHkkx dk ctV Hkh cukuk iM+rk gSA bl ctV dks cukus esa vR;Ur lkoèkkuh,oa vuqHko dh vko';drk iM+rh gSA ;g ctV vkn'kZ] gksuk pkfg,A ;fn ctV esa vko';drk ls de jkf'k j[khxbZ gS rks mldks foØ;&lEo)Zu lEcU/kh fØ;kvksa ds lapkyu esa dfBurk vkosxh vkSj mu fØ;kvksa dks izHkko'kkyh<ax ls fØ;kfUor ugha fd;k tk ldsxk vkSj ;fn vf/kd jkf'k j[kh xbZ gS rks mldk ykHkizn <ax ls mi;ksx ughafd;k tk ldsxkA

7. foØ;drkZvksa lEcU/kh dk;Z&bl izcU/kd dks foØ;drkZvksa dk p;u djuk gksrk gS vr% izR;kf'k;ksa ls vkosnu&i=kksadks eaxkuk] mUgsa lk{kkRdkj ds fy, cqykuk ,oa ;ksX;re O;fDr;ksa dks foØ;drkZ ds in ij fu;qDr djuk vkfnHkh mlds dk;Z gSaA blds i'pkr~ ;fn vko';d gks vkSj dEiuh dh vksj ls izf'k{k.k dh O;oLFkk gks rks mudsizf'k{k.k dh O;oLFkk djuh gksrh gSA ;g izcU/kd mu foØ;drkZvksa ds fy, dk;Z&{ks=k Hkh fu/kkZfjr djrk gS ftleasfd mUgsa dk;Z djuk gksrk gSA

8. O;; ij fu;a=k.k&mldks foØ; lEo)Zu ij jkf'k dk O;; LohÑr ctV ds vuqlkj gh djuk iM+rk gS] vr% mlslnSo ctV dks /;ku esa j[kdj O;; djuk pkfg,A gk¡] ;fn fdUgha fo'ks"k ifjfLFkfr;ksa esa vf/kd /ku&jkf'k O;;djus dh vko';drk iM+s rks mls igys ctV desVh ls LohÑfr ys ysuh pkfg,A

9. vU; foHkkxksa ls lkeatL;&foØ; lEo)Zu O;oLFkkid dk ,d egRoiw.kZ dk;Z ;g Hkh gS fd og dEiuh ds vU;foHkkxksa ls vkSj fo'ks"kr% foi.ku lewg ds fofHké foHkkxksa ls izHkko'khy lkeatL; j[ksA

foØ; lEo)Zu ds izdkj ,oa fof/k;k¡(Types and Methods of Sales Promotion)

orZeku dBksj izfrLi/kkZ ds ;qx esa viuh oLrqvksa dk lQy foØ; djuk okLro esa ,d dyk gSA tks bl dyk esa izoh.kgSa] os vius vU; izfrLif/kZ;ksa dks ihNs NksM+ nsrs gSa vkSj vius eky dk foØ; nqzrxfr ls cM+h ek=kk esa djrs gSaA foØ;lEo)Zudk;Z izk;% e/;LFkksa] miHkksDrkvksa] izfrLi/khZ fLFkfr;ksa] laLFkk dh [;kfr] vFkZO;oLFkk dh fLFkfr vkfn vusd ckrksadks /;ku esa j[kdj fd;s tkrs gSaA miHkksDrkvksa ds fy, tks foØ; lEo)Zu fof/k;k¡ viuk;h tkrh gSa os e/;LFkksa ds fy,viuk;h tkuh okyh fof/k;ksa ls fHké gksrh gSaA miHkksDrkvksa ds fy, foØ; lEo)Zu ds os mik; viuk;s tkrs gSa ftueasmiHkksDrk mu oLrqvksa dks Ø; djus ds fy, nqdkunkj rd igqapus ds fy, izsfjr gksrk gSA fdUrq e/;LFkksa ds fy, foØ;lEo)Zu dh fof/k;k¡ viuk;h tkrh gSa ftuls os mudh nqdkuksa ij mu fof'k"V oLrqvksa dks j[kus rFkk miHkksDrkvksa dks vkÑ"Vdjus ds fy, viuk;s tkus okys lEo)Zu mik;] miHkksDrk lEo)Zu* (Consumer Promotions) ds uke ls tkus tkrs gSaA

325foØ; lao)Zu

e/;LFkksa ds fy, viuk;s tkus okys lEo)Zu mik; O;kikj lEo)Zu* (Trade Promotions) ds uke ls tkus tkrs gSaA O;ogkjesa] foØ; lEo)Zu dh ,slh fof/k;k¡ Hkh viuk;h tkus yxh gSa ftuls miHkksDrk&O;kikjh la;qDr lEo)Zu (Consumer-Trade

Combined Promotions) dgk tkrk gSA

miHkksDrk lao)Zu fof/k;k¡

(Consumer Promotion Methods)

miHkksDrk lEo)Zu ds vUrxZr foØ; lEo)Zu dh os leLr fof/k;k¡ lfEefyr gSa tks izR;{k :i ls miHkksDrk ls lEcfU/krjgrh gSaA bu fof/k;ksa vFkok mik;ksa dks miHkksDrk ds fuokl LFkku ij] mlds dk;kZy; ij] oLrq&foØ; dh nqdku ijvFkok ifjfLFkfr ds vuqlkj vU; mi;qDr LFkku ij fØ;kfUor fd;k tk ldrk gSA mnkgj.k ds fy, uewus ds iSdsV dwiuvkfn muds fuokl LFkku ij Hkstk tk ldrk gs] fofHké izfr;ksfxrkvksa ds vk;kstu ds lEcU/k esa lekpkj i=kksa vkfn dsek/;e ls muds fuokl LFkku vFkok dk;kZy; esa lwpuk nh tk ldrh gS] dk;Zfof/k izn'kZu ds }kjk foØ;&lEo)Zu dkdk;Z muds ?kj ij vFkok nqdku ij fd;k tk ldrk gSA ewY; esa deh] izC;kft rFkk izn'kZu }kjk foØ;&lEo)Zu ds mik;oLrq foØ;&LFky ij Hkh fd;s tk ldrs gSaA

miHkksDrk&lao)Zu ds fy, izk;% fuEufyf[kr fof/k;ksa dks ifjfLFkfr ,oa lqfo/kk ds vuqlkj viuk;k tkrk gS&

1. eq¶r uewuk (Free Samples)% miHkksDrkvksa dks uewus ds eq¶r iSdsV ckaVuk foØ; lEo)Zu dk ,d izHkko'kkyhmik; gSA uewus ds iSdsV dk miHkksx djds miHkksDrk Lor% gh oLrq ds xq.k ds çfr vkd"V gks ldrk gSA ;fnoLrq ds xq.kksa us miHkksDrk dks ,d ckj çHkkfor dj fn;k rks og oLrq dk LFkk;h xzkgd cu ldrk gSA ;g /;kujgs fd uewus ds eq¶r iSdsV çk;% mUgha mRiknuksa ds ckaVs tkrs gSa ftudk ewY; cgqr de gksrk gS] tSls chM+h] flxjsV]eatu] NksVh&NksVh nokb;k¡] rsy] b=k] vxjcÙkh] ikB~;&iqLrdsa vkfnA ewY;oku oLrqvksa dks eq¶r uewus ds :i esaugha fn;k tk ldrk gSA

dHkh&dHkh uohu mRiknuksa dks çpfyr djus ds fy, Hkh uewus nsus vko';d gks tkrs gSaA mnkgj.k ds fy, Hkkjresa tc pk; dk çpyu yksdfç; ugha Fkk] rc pk; dh dqN dEifu;k¡] fo'ks"kr% fyiVUl rFkk czqd&ckW.M dEifu;k¡O;Lr lM+dksa ds fdukjs pk; ds LVkWy yxkdj jkgxhjksa dks eq¶r pk; fiykrh FkhaA /khjs&/khjs vc pk; Hkkjrh;ksads thou dk ,d vko';d vax cu xbZ gSA ;fn dksbZ uohu vkSj vf/kd vPNs (improved) xq.k okyh oLrq cktkjesa ykbZ xbZ gks] rc Hkh uewus dk forj.k ykHkçn gksrk gSA diM+s /kksus dk lQZ ikmMj tc cktkj esa çLrqr fd;kx;k Fkk fd rc ;g fdl çdkj lkekU; lkcqu ls fHkUu gS vkSj fdl çdkj vf/kd mi;ksxh rFkk lqfo/kktudgS] çpkfjr fd;k x;k FkkA

uewus ds iSdsV ?kj&?kj forj.k fd;s tk ldrs gSa ;k lM+d ij ;s eq¶r uewus ds :i esa ckaVs tk ldrs gSaA dHkh&dHkhMkd ls Hkh uewus ds iSdsV Hksts tkrs gSaA uewus Hkstus ds fy, ;k rks lEHkkfor xzkgdksa dh lwph cuk;h tkrh gS vFkokfoKkiuksa dks i<+dj uewus dh ek¡x djus okys O;fDr;ksa dks ;s Hkst fn;s tkrs gSaA ,sls foKkiuksa esa ;g funsZ'k fn;ktkrk gS fd uewuk çkIr djus ds bPNqd O;fDr blds fy, dEiuh dks fy[ksaA

2. dwiu (Coupons): dqN dEifu;k¡ foØ;&lEo)Zu ds fy, dwiu&i)fr dk iz;ksx djrh gSA ftlds vUrxZrmiHkksDrk dks oLrq&Ø; djus eas ewY; esa dqN NwV nh tkrh gS vFkok dqN eq¶r oLrq izkIr gksus dk izyksHku fn;ktkrk gSA dHkh&dHkh dwiu v[kckj eas Niok fn;s tkrs gSaaA ftUgsa ysdj QqVdj&foØsrk ds ikl tkus ij ewY;esa dqN NwV feyrh gS vFkok og oLrq [kjhnus ij vU; dksbZ oLrq eq¶r feyrh gSA dHkh&dHkh oLrq iSfdax ds vUnjdwiu j[k fn;s tkrs gSa vkSj fuf'pr la[;k esa dwiu ,df=kr dj ysus ds i'pkr~ mUgsa dqN udn NwV fey tkrhgS vFkok vU; dksbZ oLrq buke esa ns nh tkrh gSA lcls igys bl fof/k dks gekjs ;gk¡ lu~ 1969 esa LokfLrd vkW;yfeYl] cEcbZ us viuk;k FkkA fuj{kjrk ds vf/kd gksus ds dkj.k gekjs ;gk¡ ;g fof/k izpyfr ugah gks ldrhA

3. izfr;ksfxrk,¡ (Contests): izfr;ksfxrkvksa dk vk;kstu foØ;&lEo)Zu dk ,d izHkko'kkyh mik; gSA ;sizfr;ksfxrk,¡ rhu oxksaZ dh gks ldrh gSa& foØ;drkZvksa dh] O;kikfj;ksa dh rFkk miHkksDrkvksa dhA foØ;drkZvksa

foi.ku ds fl)kUr326

dh izfr;ksfxrk vFkok O;kikfj;ksa dh izfr;ksfxrk dk izeq[k mís'; muls eky ds vf/kd foØ; dh Hkkouk dksizksRlkgu djuk gSA tks foØ;drkZ ;k O;kikjh lcls vf/kd ewY; dk vFkok lcls vf/kd ek=kk esa foØ; djrkgS] mls buke fn;k tkrk gSA dHkh&dHkh dEiuh U;wure fofHkUu jkf'k;ksa ds foØ; ds fy, vyx&vyx bukefuf'pr dj nsrh gSA miHkksDrkvksa dks bl izfr;ksfxrk esa foKkfir mriknu ds iSfdax dk <Ddu (Carton), [kkyhfMCck] vUnj j[ks x;s dwiu vkFkok dS'keheksa vkfn dks layXu djus dks dgk tkrk gS rFkk lkFk esa dHkh dHkh mloLrq dh ilUnxh ds lEcU/k eas ,d okD; Hkh fy[kus dks dgk tkrk gSA tSls ] êSa ikWM~l Øhe ilUn djrk gw¡D;ksafd-------A* dHkh&dHkh ml oLrq ds u;s mi;ksx crykus ds fy, dgk tkrk gS] tSlk fd dqN le; iwoZ fMVkWy*ds fuekZrkvksa us fd;k FkkA vr% bPNqd miHkksDrk ml oLrq dks [kjhnus ds fy, izsfjr gksrs gSa vkSj dEiuh dks mloLrq ds foKkiu o izpkj ds fy, mi;qDr ûkjs* (Slogans) Hkh lgt esa fye tkrs gSaA mnkjg.k ds fy,ysDVksDysekbu ds fy, "Golden opportunity Contest" rFkk gkWjfyDl ds fy, "Golden Treasure Hunt

Contest" vk;ksftr dh xbZ FkhA

4- izn'kZu (Demonstration): izk;% dgk tkrk gS fd] Þvk¡[kksa ls ns[kh lc lPph vkSj lquh&lqukbZ lc >w¡BhAÞ ;fnfdlh miHkksDrk ds le{k fdlh oLrq ds xq.k vusd ckj cryk;s Hkh tkoasa rks mldk izHkko ml ij gksxk vFkokugha] bl ckr esa 'kadk gSA fdUrq ;fn ml oLrq ds xq.k rFkk dk;Z djus dh fof/k dk izn'kZu miHkksDRkkvksa ds le{kfd;k tkos] rks ml oLrq ls izHkkfor gksxk ghA

izn'kZu dh fof/k ds vUrxZr oLrq dh dk;Z&lapkyu fof/k xq.k] izÑfr] fo'ks"krkvksa vkfn dk miHkksDrkvksa ds le{kizR;{k izn'kZu fd;k tkr gSA ifjfLFkfr ds vuqlkj ,slk izn'kZu foØ;'kkyk esa fd;k tk ldrk gSA ,slh oLrq,¡]ftudks mBkus] j[kus vkFkok ,d LFkku ls nwljs LFkku ij ykus ys tkus esa vlqfo/kk gksrh gS] mudk izn'kZu izk;%foØ;&'kkyk esa gh fd;k tkrk gS] tSls jsÝhtjsVj] dwyj jsfM;ks vkfnA fdurq vkdkj esa NksVh vkSj otu esa gYdhNksVh&eksVh oLrqvksa dk izn'kZu miHkksDrkvksa ds fuokl LFkku vFkok pyrs fQjrs lM+dksa ij Hkh fd;k tkldrk gSA

5- ewY;ksa esa deh (Price Reduction): ewY;ksa es deh dk mís'; iqjkus miHkksDrkvksa dks oLrq dks [kjhnusds fy, izksRlkfgr djuk vkSj uohu miHkksDrkvksa dks oLrq [kjhnus ds fy, ,oa miHkksx djus ds fy, izksRlkfgrdjuk gksrk gSA ewY;ksa esa deh] foØ; lEo)Zu dk ,d ,slk mik; gS ftlls vf/kd ls vf/kd miHkksDrkvkdf"kZr fd;s tk ldrs gSaA ewY;ksa esa deh dk lk/ku foØ;'kkyk ds vUrxrZ dh tkus okyh foØ; lEo)Zu dhfof/k gSA

foKkiu vFkok lwpuk&iê ds }kjk miHkksDrk rd oLrq ds ewY;ksa eas deh dh lwpuk igq¡pk;h tkrh gSa] ftldk ykHkmiHkksDrk foØ;'kkyk eas igq¡pdj gh mBk ldrk gSA foØ;&ewY;ksa esa deh vLFkk;h :i ls FkksM+h vof/k ds fy,dh tkrh gS rFkk bl vkd"kZ.k dk ykHk izkIr djus dh ,d fuf'pr vof/k igys ls gh fuf'pr dj nh tkrh gSAml vof/k rd gh ewY; esa deh dk YkkHk miHkksDrkvksa dks feyrk gSA ewY;ksa esa deh dh vof/k dk pquko izk;% fo'ks"kR;kSgkjksa vFkok fo'ks"k voljksa ij fd;k tkrk gSA izk;% ,d fo'ks"k izdkj ds mRiknu ij fo'ks"k vof/k ds fy,ewY; esa deh dh ?kks"k.kk dh tkrh gS] rkfd bl fo'ks"k vof/k es ml oLrq dk mi;ksx djus okys vf/kd lsvf/kd O;fDr vkdf"kZr fd;s tk ldsaA

ewY;ksa esa deh dqy foØ; ij ,d fuf'pr izfr'kr ds vk/kkj ij nh tk ldrh gS vFkok oLrq ds :i esa Hkh nhtk ldrh gS] tSls& rhu VwFk&isLV nsk VwFk&isLV ds ewY;ksa esa* nhikoyh ds 'kqHk volj ij ewY;ksa esa 10% dh deh*]^LorU=krk fnol ds 'kqHk volj ij ewY;ksa esa 15% dh deh* vFkok vki 5 Åuh oL=k /kqyokb;s] ge 4 oL=kksa dh/kqykbZ ysaxs* vkfnA

ewY;ksa esa deh dks izHkko'khy cukus ds fy, dHkh&dHkh iqjkus ewY; ds lkFk lkFk u;s ?kVs gq, ewY;ksa dks Hkh iznf'kZZrfd;k tkrk gS rkfd miHkksDrkvksa ij fo'ks"k izHkko iM+ ldsA de ewY; eas oLrq izkIr gksus ds vkd"kZ.k ds dkj.kvusd u;s miHkksDRkkvksa Hkh bl vksj vkdf"kZr gks tkrs gSaA

327foØ; lao)Zu

Hkkjr esa izfrf"Br ,oa [;kfr izkIr O;kikj laxBuksa }kjk ewY;ksa esa deh* dk miHkksDrkvksa ij izHkko iM+rk gS] D;ksafdos okLro esa ewY;ksa esa deh djrs gSa & tSls ckVk 'kw dEiuh] nsgyh DykWFk feYl] eQryky xzqi [kknh & Hk.MkjvkfnA vusd O;kikj laxBu okLro esa ewY;ksa esa deh u djds muesa of) dj nsrs gSa] vkSj fQj ml c<+s gq, ewY;es deh djus dk tksj&'kksj ls izpkj djrs gSaA ;g mfpr fof/k ugha gSA dHkh&dHkh o"kZ ij nkeksa esa Hkkjh dehdk lkbu cksMZ yxk;s j[kuk Lo;a esa ,d /kks[kk gSA

6- izhfe;e vFkok vf/kewY; (Premiums): vYQMZ xzkWl ds vuqlkj] Þfdlh oLrq vFkok lsok dks Ø; djus dksizksRlkfgr djus ds fy, iznku dh tkus okyh dksbZ O;kikfjd oLrq vkFkok dksbZ vU; mi;ksxh oLrq (Or other

thing of value) izhfe;e dgykrh gSAÞ

foØ; lao)Zu ds fy, ;g ,d ,slk izHkkoiw.kZ mik; gS] ftls vktdy cgqr iz;ksx esa yk;k tkus yxkA izhfe;ensus dk mís'; ;|fi u;s miHkksDrkvksa dks Hkh izksRlkfgr djus dk gksrk gS] fdUrq bldk eq[; y{; ml mRiknuds iqjkus miHkksDrkvksa dks izksRlkfgr djuk gksrk gSA

izhfe;e oLrq ds :i esa fn;k tkrk gS] ftldk ewY; izk;% dkQh de gksrk gSA izhfe;e ds :i esa nh tkus okyhoLrq izk;% foØ; dh tkus okyh oLrq ds iSdsV ds Hkhrj gh cUn dj nh tkrh gS rFkk ml ij ;g lwpuk fy[knh tkrh gS fd bl iSdsV ds Hkhrj veqd oLrq gSA dHkh dHkh iSdsV ds Åij izhfe;e ds :i esa izkIr gksus okyhoLrq dh lwpuk ek=k Nih jgrh gS rFkk ;g funsZ'k fn;k gqvk gksrk gS fd izhfe;e dh oLrq foØsrk ls izkIr djysaA vusd ckj iSdsV ds Hkhrj ls ,d dwiu fudyrk gS vkSj ml dwiu dks nqdkunku dks nus ij] izhfe;e dhoLrq izkIr dh tk ldrh gSA vktdy izhfe;e dh oLrq dks iSdsV ds Åij gh bl izdkj fpidk fn;k tkrk gSvFkok ikjn'kZd dkxt esa bl izdkj iSd fd;k tkrk gS fd og oLrq ckgj ls fn[kknh nsrh jgrh gS vkSj miHkksDrkml izhfe;ke dh oLrq dks ns[kdj vkdf"kZr gks mBrk gSA

izhfe;e ds dqN le; iwoZ ds mnkgj.k ;s gSa & jsM ysfcy pk; ds 250 xzke ds iSdsV ds lkFk ,d LVhy dh pEepeq¶r] lQZ ds rhu cMs+ fMCcksa ds lkFk ,d IykfLVd dh ckYVh] flckdk VwFk isLV ds iSfdax eas ,d NksVk f[kykSukvkfnA

7- foKkiu lkexzh dk izn'kZu (Display of Advertising Materials): blds vUrxZr foØ;'kkyk esa iznf'kZr dhtkus okyh fofHkUu foKkiu lkexzh] tSls & dkmUVj ij j[ks tkus okys dkMZ] iksLVj] NksVs&NksVs yVdkus okysdkxt vFkok IykfLVd ds f[kykSus vkfn lfEefyr fd;s tkrs gSaA budk izeq[k mís'; xzkgdksa dks oLrq dh tkudkjhnsuk gksrk gSA bl fof/k esa ;g lc lkexzh mRikndksa }kjk nqdkunkjksa dks nh tkrh gS rkfd nqdkunkj budk izn'kZuviuh foØ;'kkyk esa dj ldsaA

bl fof/k esa ,d izeq[k dfBukbZ ;g gS fd nqdkunkj dks izn'kZu dh vusd izdkj dh lkexzh vusd mRikndksa lsfeyrh gS] vr% fdl mRiknd }kjk iznku dh xbZ foKkiu lkexzh dk izn'kZu djs vksj fdldk ugha] ;g ,d leL;kjgrh gSA nwljs] nqdku esa lhfer LFkku gksrk gSA vr% mRikndksa dks bl vkSj fo'ks"k lko/kku jguk pkfg, fdnqdkunkj dks izn'kZu gsrq nh tkus okyh lkexzh mldh vko';drk ds vuq:i vkdkj ,oa fMtkbu dh gksuh pkfg,rFkk lkFk gh dqN bl izdkj dh uohurk Hkh gksuh pkfg, rkfd nqdkunkj mldk izn'kZu djsa] jíh esa ugha Mky nsaA

8- esys rFkk izn'kZfu;k¡ (Fairs and Exhibitions): esys ,oa izn'kZfu;k¡ Hkh foØ; lao)Zu ds egÙoiw.kZ lk/ku gSaA;s esys ,oa izn'kZfu;ka LFkkuh;] {ks=kh;] jk"Vªh; vFkok vUrjkZ"Vªh; vk/kkj ij vk;ksftr fd;s tkrs gSaA esys rks izk;%,frgkfld vFkok /kkfeZd vk/kkj ij fuf'pr LFkku rFkk fuf'pr le; ij yxrs gSa] fdUrq izn'kZudkfj;ksa dk dksbZfuf'pr le;] fuf'pr LFkku rFkk fuf'pr vk;kstd ugha gksrsA izn'kZudkfj;ksa esa NksVs ,oa cM+s fuekZrkvksa dks viusvkS|ksfxd mRiknu dk izn'kZu djus ,oa mudh fo'ks"krkvks vkfn ds fo"k; esa crkus dk vPNk volj izkIr gks tkrkgSA vf/kdka'k vkS|ksfxd izn'kZfu;k¡ ljdkj ds lfØ; lg;ksx esa vk;ksftr dh tkrh gSA ,slh izn'kZfu;k¡ jk"Vªh;o vUrjkZ"Vªh; iznf'kZu;ka vk;ksftr dh tk pqdh gSaA

foi.ku ds fl)kUr328

9- fu%'kqYd izf'k{k.k (Free Training): miHkksDrkvksa }kjk [kjhnh tkus okyh oLrqvksa ds vR;f/kd rduhdh ,oatfVy gksus ij mRiknd vFkok forjd mudh oLrq] mi;ksx] ns[kjs[k] ejEer vkfn ds ckjs esa izf'k{k.k ns ldrsgSa vFkok izf'k{k.k dh O;oLFkk dj ldrs gSaA ,slk djus ls miHkksDrkvksa dks oLrq Ø; gsrq izksRlkgu feyrk gSAmnkgj.k ds fy, flykbZ&d<+kbZ ds fu%'kqYd izf'k{k.k dh O;oLFkk }kjk flykbZ d<+kbZ dh e'khusa ljyrk ds lkFkcsph tk ldrh gSaA blh izdkj LosVj ;k tflZ;ka cukus okyh e'khuksa dks cspkk tk ldrk gSA diM+s /kksus vFkokvU; ,slh gh dbZ oLrq,¡ Hkh vklkuh ls csph tk ldrh gSa ;fn muds mi;ksx ds rjhdksa dks fl[kkus dk izf'k{k.kfuekZrk vFkok forjdksa dh vksj ls fn;k tk;sA

10- /ku okilh izLrko (Money Return Offers): ;g og fof/k gS] ftlesa miHkksDrkvksa dks ,d izfrKk dk izLrkofn;k tkrk gS vkSj mu O;fDr;ksa dks fuf'pr /kujkf'k okfil Hkstus dh ckrsa dgh tkrh gSa tks fd fo'ks"k oLrq dsØ; dk izek.k&i=k laLFkk dks Hkst nsrs gSaA Li"V gS fd bl fof/k esa fuekZrk ;g ?kks"k.kk djrk gS fd tks Hkh miHkksDrkmldks oLrq dh [kjhn dk izek.k&i=k Hkstsxk] mls ,d fuf'pr /ku okfil dj fn;k tk;sxkA bl fof/k dks lEHor%lcls igys ÞeSdyhUl VwFkisLVÞ cukus okyh dEiuh us viuk;k FkkA

11- VsªfMax LVkEi (Trading Stamp): ;g fof/k Hkh dkQh izpfyr gSA blesa foØsrk Øsrk dks gj ckj oLrq dh [kjhnds le; ,d fVdV nsrk gS ftls Øsrk lqjf{kr j[krk gSA ,d fuf'pr ek=kk esa fVdV ,df=kr gks tkus ds cknmUgsa foØsrk dks ykSVkdj dksbZ oLrq fuf'pr ewY; rd dh eq¶r yh tk ldrh gSA

12- miHkksDrk lsok,¡ (Consumer Services): dqN fo}kuksa us bl fof/k dks miHkksDrk f'k{k.k dk eku fn;k gS fdUrqfddZisfVªd dk dguk gS fd ÞmiHkksDrk lsok,¡ dkQyh O;kid vkSj lgh in gSAÞ19 miHkksDrk lao)Zu dh blfof/k ds ihNs ;g ekU;rk gS fd fuekZrk ftruh vf/kd vPnh lsok vius miHkksDrkvksa dh djsxk] os mrus ghvf/kd vPNs miHkksDrk cusaxsA ,slh lsokvksa dks nks Hkkxksa esa foHkDr fd;k tkr ldrk gS%&

1- foØ; ls iwoZ dh lsok,¡ & Ø; ls iwoZ miHkksDrkvks dks ;g f'k{kk] lwpuk vFkok jk; nsuk fd lokZf/kdcqf)erkiwoZd oLrqvksa dh [kjhn dSls dh tk ldrh gS] ,d egÙoiw.kZ miHkksDrk lsok gSA ;g lsok xzkgddh [kjhn dks foosdiw.kZ vkSj ykHkdkjh cukrh gS rFkk mls vR;f/kd lUrks"k iznku djrh gS ftlls mufuekZrkvksa ds lkFk muds ekufld lEcU/k ?kfu"B curs pys tkrs gSa tks mls ,slh tkudkjh iznku djrs gSaAbl izdkj fofHkUu izdkj dh iwNrkN dk lUrks"ktud mÙkj vkSj Ø; ls iwoZ oLrq ds iz;ksx vkSj mldhns[kjs[k ds ckjs esa fn;k tkus okyk izf'k{k.k Hkh foØ; ls iwoZ dh lsokvksa es lfEefyr fd;k tkrk gSA bulsokvksa dh miyfC/k gsrq fuekZrk vFkok forjd VsXl (Tags) yscYl] foØ;&lkfgR; Hkk"k.k] izf'k{k.kikB~;Øe] LohdlZ C;wjks] QS'ku 'kks] izn'kZfu;k¡] i=kkpkj] xg&if=kdk,¡ dkj[kkus vFkok foØ;'kkyk ds Hkze.kgsrq fuefU=kr vkfn rduhdksa dks iz;qDr fd;k tk ldrk gSA

2- foØ;ksijkUr lsok,¡ & vusd mRikn ,sls gksrs gSa ftUgsa foØ; ls iwoZ lsokvksa dh t:jr gksrh gSA vkSj vusdmRikn ,sls gksrs gSa ftUgsa foØ; ds cknA O;ogkj esa vusd mRikn ,sls Hkh gksrs gSa ftUgsa foØ; ls iwoZ vksji'pkr~ lsokvksa dh t:jr gksrh gSA mnkgj.k ds fy, e'khujh tSlh oLrqvksa ds ekeyksa esa mudh laLFkkiuls iwoZ rFkk i'pkr~ rd lsokvksa dh t:jr gksrh gSA de rduhfd vFkok xSj rduhdh oLrqvksa dslEcU/k esa Hkh foØ;ksijkUr lsokvksa dh vko';drk iM+rh jgrh gSA blfy, tks fuekZrk vkSj forjdfoØ;ksijkUr lsokvksa ds fn;s tkus dh O;oLFkk djrs gSa] mudh oLrqvksa dk foØ; c<+ tkrk gSA bu lsokvksaesa laLFkkiu lsok,¡] ns[kHkky lsok,¡] ejEer lsok,¡] izf'k{k.k lsok,¡] iwNrkN lsok,¡ vkfn dks lfEefyr fd;ktk ldrk gSA ;s lsok,¡ oLrqvksa dh fcØh dks izHkkfor djrh gSaA vr,o bUgsa Hkh foØ; lao)Zu mik;ksa esalfEefyr fd;k x;k gSA

orZeku esa bu lsokvkas dks foi.ku izcU/kd vko';d cqjkbZ ds :i esa ns[kuk NksM+ pqds gSa vkSj budks O;olk; eku fy;kx;k gSA xksnjst ,iyk;,sUlst ds cEcbZ fMohtu ds foi.ku izeq[k Jh oh- lqczgeU;e dk dguk gS fd Þgekjs lapkkyd

19. Kirk Patrick, "Salesmanship", 1970, p. 124.

329foØ; lao)Zu

mu izns'kksa esa mRikn dh fcØh u djus dks dgrs gSaA ftuesa ge lsok;sa miyC/k ugh djk ldrsA lsok ewyr% ekuoh;lalk/ku fØ;k gSA vU; dEifu;k¡ gekjs mRiknksa dh udy dj ldrh gSa fdUrq] gekjh lsokvksa dh ughaA lsokvksa tSlh vk/kkjHkwr lajpuk ds fuekZ.k esa o"kksZ yxrs gSa vkSj ;g lajpuk mRikn fHkUurk dk LrEHk gksrh gSA oLrqr% xksnjst fnYyh vdsysesa vius 5 yk[k jsÝhtjsVlZ dh lfoZflax dks xaHkhjrk ls ys jgk gSA 35 o"kksZa ls xksnjst dk foØ;ksijkUr lsok fMohtulrr viuh lsokvksa esa lq/kkj dj jgk gSA blh izdkj eksnh ftjksDl dkWfi;lZ ds egkizcU/kd Jh lUnhi ekFkqj dk dgukgS fd Þgekjs fy, lsok cgqr cM+k O;olk; gSAÞ mudh dEiuh dk xzkgd lsok ,oa forj.k foHkkx lcls cM+k gSA dEiuhds dqy 1800 deZpkfj;ksa esa ls 700 bl foHkkx eas gSa vkSj dEiuh dqy vk; 200 djksM+ #- lkykuk gS ftlesa ls 65 djksM+#- dh vk; ^lsok vk;* gSA blh izdkj ek:fr dEiuh us lu~ 1989 esa lsok foHkkx dh LFkkiuk dh gS tks vlQy iqtksaZds fo'ys"k.k] ek:fr vf/kÑr lsok dsUnzkas ds vads{k.k] esdsfudksa ds chp okf"kZd izfr;ksfxrk;sa] lfoZl Vsªfuax lsUVlZ vkfn dstfj;s foØ; ls iwoZ ,oa ckn dh lsokvksa dh ns[kHkky djrk gSA dEI;wVlZ ds {ks=k esa Hkh foØ; ls iwoZ rFkk ckn dh lsokvksadks Hkkjrh; dEifu;k¡ miyC/k djkus yxh gSa rkfd xzkgd lUrq"V jgsA20

O;kikj loa)Zu fof/k;k¡

(Trade Promotion Methods)

foØ; lao)Zu dh fdlh Hkh ;kstuk dh lQyrk lafnX/k jgrh gS] ;fn Fkksd foØsrkvksa o QqVdj O;kikfj;ksa dk lfØ;lg;ksx izkIr u gks vkSj blds fy, mudks izksRlkfgr djuk vko';d gSA vr% miHkksDrkvksa dks nf"V esa j[kdj tks foØ;lao)Zu dk dk;Z fd;k tkrk gS mlesa Fkksd foØsrkvksa ,oa QqVdj foØsrkvksa vkfn e/;LFkksa dks lfEefyr djuk vfrvko';d gS tc rd e/;LFkksa dks foØ; lao)Zu gsrq fdlh izdkj dk izyksHku vFkok izksRlkgu ugha fn;k tkos rc rdmudk lg;ksx izkIr djuk dfBu gksrk gS ,oa tc rd e/;LFkksa dk iw.kZ lg;ksx foØ; lao)Zu dh ;kstuk esa u gks rcrd mlesa lQyrk dh lEHkkouk de gh jgrh gSA

foØ; lao)Zu ds dk;ZØe eas e/;LFk vusd izdkj ls vfrfjDr Je djrs gSa tSls dwiu ,df=kr djuk] izos'k&i=kksa dkforj.k] izhfe;e nsuk] uewus ds iSdsV ck¡Vuk vkfnA mUgsa bl vfrfjDr dk;Z dk ikfjJfed rks feyuk gh pkfg, vU;Fkkmuds lg;ksx ds vHkko eas miHkksDrk loa)Zu ds lkFk&lkFk e/;LFkksa ds izksRlkgu ds fy, foØ; lao)Zu ;kstukvksa dkfuekZ.k fd;k tkrk gSA dHkh dHkh ,slk Hkh gksrk gS fd dsoy Fkksd O;kikjh vFkok QqVdj O;kikjh vFkok nksuksa dks gh/;ku es j[kdj foØ; lao)Zu ;kstuk cuk;h tkrh gS ftldk izeq[k mís'; vf/kd foØ; }kjk O;kikj dk fodkl djusfd fy, Fkksd ,oa QqVdj foØsrkvksa dks izksRlkfgr djuk gksrk gSA bl izdkj dh foØ; lao)Zu ;kstukvksa dks O;kikjlao)Zu dgk tkrk gS%&

O;kikj lao)Zu ds fy, lkekU;r% fuEufyf[kr fof/k;k¡ vFkok mik; dke esa yk;s tkrs gSa%&

1- foØ; izfr;ksfxrk,¡ (Sales Contests): Fkksd ,oa QqVdj foØsrkvksa vkSj foØ;drkZvksa ds fy, vk;ksftrizfr;ksfxrk,¡ izk;% lokZf/kd foØ; ds fy, j[kh tkrh gSaA lcls vf/kd foØ; esa lQy jgus okys O;fDr dksizfr;ksfxrk dk izFke iqjLdkj fn;k tkrk gSA izfr;ksfxrk esa vU; fot;h foØsrkvksa dks fofHkUu izdkj ds vkd"kZdiqjLdkj fn;s tkrs gSaA izfr;ksfxrkvksa dk vk;kstu dsoy Fkksd O;kikfj;ksa ds fy, vFkok dsoy QqVdj O;kikfj;ksads fy, iFkd&iFkd vFkok nksuksa ds fy, ,d lkFk Hkh fd;k tk ldrk gSaA blh izdkj foØ;drkZvksa ds fy,Hkh iFkd ls foØ; izfr;ksfxrkvksa ds foØ; lao)Zu dk lokZf/kd izzHkkoiw.kZ midj.k ekuk x;k gSA orZeku esafofHkUu izdkj dh foØ; izfr;ksfxrk,¡ vk;ksftr dh tk jgh gSaA fdUrq ,d mÙke izfr;ksfxrk dk vk;kstu djrsle; foØ; lao)Zu izcU/kdksa dks pkfg, fd os fuEu rRokas ij /;ku nsa% (i) izfr;ksfxrk ds pkyw jgus dh vof/k](ii) izfr;ksfxrk dh ykxr] (iii) fotsrkvksa dh la[;k tks iqjLdkj esa fgLlk ysaxs] (iv) iqjLdkjksa dh izÑfr ,oaJsf.k;ka] (v) izfr;ksfxrk ds fu;e] (vi) izfr;ksfxrk dk mís'; vf/kdkf/kd fcØh dks lEHko cukuk] u fd loksZÙke

20. Economic Times, 1 May 1993

foi.ku ds fl)kUr330

foØ;drkZ vFkok O;kikjh dk fu/kkZj.k djuk] (vii) izfr;ksfxrk dk vihfyax gksuk] (viii) izfr;ksfxrk dkgj o"kZ cnyrs jgukA (ix) izfr;ksfxrk dk izsjd gksuk] (x) iqjLdkj esa vuko';d foyEc vFkok i{kikr udjukA

2- foKkiu] izn'kZu dk HkÙkk ,oa fo'ks"k cêk (Advertising, Display Allowance and Special Discount):

Fkksd&foØsrk ,oa QqVdj foØsrk dh gkfnZd bPNk foØ; esa of) djus dh gksrh gS ftlds fy, og fofHkUu izdkjds izn'kZu o foKkiu vkfn dh ;kstuk,¡ fØ;kfUor djus dks rRij jgrk gS] fdUrq vusd ijs'kkfu;ksa ,oa mlesa gksusokys O;; ds dkj.k og ,slk ugha dj ikrkA ;fn foKkiu vFkok izn'kZu ds fy, dqN HkÙkk (Allowance) ns fn;ktkos rks og foKkiu ,oa izn'kZu ds dk;Z esa :fp ysus yxsxkA blls e/;LFkksa ds lkFk&lkFk mRiknd dks Hkh ykHkgksrk gS D;ksafd blls foØ; esa of) gks tkrh gSA ;gh dkj.k gS fd foØ;&lao)Zu ds fy, HkÙkk nsus dkizko/kku Hkh fd;k tkrk gSA bl HkÙks ds lkFk&lkFk dHkh&dHkh foKkiu ,oa izn'kZu ds fy, dqN lkexzh Hh nhtkrh gSA

mRiknd dHkh&dHkh e/;LFkksa dks muds }kjk Ø; ij Hkh dqN NwV Hkh nsrs gSaA ;s NwV izk;% ,d fuf'pr ek=kk esa¼vFkok ewY; dh½ oLrq Ø; djus ij ewY; esa deh ds :i esa nh tkrh gSA bl izdkj] Fkksd O;kikjh vFkok QqVdjO;kikjh vf/kd ek=kk esa oLrq,¡ [kjhnus dks izksRlkfgr gksrs gSaA ;g NwV ;k cêk ,d fuf'pr izfr'kr ds vk/kkj ijfn;k tk ldrk gS tks Ø; dh ek=kk esa mÙkjksÙkj c<+us ds lkFk c<+k;k tk ldrk gS vFkok Ø; dh ek=kk tSls&tSlsc<+rh tkos oSls&oSls ewY; esa deh (Reduction in price) Hkh vf/kd dj nh tk ldrh gSA

3- O;kikfjd izhfe;e (Dealer Premiums): O;kikfjd izhfe;e e/;LFkksa rFkk foØsrkvksa dks muds }kjk fd;s x;sfoØ; esa of) ds vfrfjDr iz;klksa ds fy, fn;k tkus okyk iqjLdkj gSA ;g izhfe;e Fkksd O;kifj;ksa] QqVdjO;kikfj;ksa ,oa vU; foØsrkvksa dks fn;k tkrk gSA ,slk izhfe;e izk;% oLrqvksa ds :i esa fn;k tkrk gS tSls nhoky?kfM+;k¡] dqflZ;k¡] est] r'rjh vkfnA izhfe;e ,d fuf'pr ek=kk esa ¼vFkok ewY; dh½ oLrq,¡ cspus ij vFkok fdlh,d czk.M dh oLrq dks lokZf/kd cspus ds fy, fn;k tk ldrk gSA O;olk; ds {ks=k esa vyx&vyx izhfe;e dh;kstuk,¡ cukbZ tkrh gSaA

4- foØ; lgk;rk (Sales Assistance): mRiknd laLFkk,¡ e/;LFkksa ds fo'okl ,oa lg;ksx dks izkIr djus ds fy,mUgsa foØ; lgk;rk iznku djrh gS ftlls fd e/;LFk mudh oLrqvksa ds izfr ,d laj{k.kkRed izofÙk ysdj pyrsgSa vkSj mRikndksa ds eky dk foØ; os vf/kdkf/kd djrs gSA ,slh foØ; lgk;rk vusd rjg ls nh tk ldrhgSA izeq[kr% mRiknd laLFkk,¡ e/;LFkksa dks mudh foØ; dk fuekZ.k ,oa fØ;Uo;u esa lg;ksx nsdj rFkk e/;LFkksads foØ;drkZvksa dks izf'k{k.k nsdj foØ; lao)Zu dk dk;Z dj ldrh gSA

5- izcU/k lgk;rk (Management Assistance): mRiknd laLFkk,¡ mu e/;LFkksa dks] ftUgsa fd izcU/kdh; Kku ughagksrk gS] izcU/kdh; Kku ,oa vuqHko miyC/k djkds mudh lgk;rk djrh gS ftlls mRiknd laLFkk,¡ mu e/;LFkksadk fo'okl ,oa lg;ksx thrus esa lQy gks tkrh gSA e/;LFk laLFkkvksa dks Hkh ijke'kZ vkfn izkIr gksrk jgrk gSAbl izdkj vizR;{k rkSj ij mRiknd foØ; lkfgR; ,oa ijke'kZ vkfn nsdj viuh oLrqvksa dh fcØh dks c<+kusesa lQy jgrs gSaA

6- Ø; HkÙkk nsuk (Providing Purchase Allowance): bl fof/k esa ,d fuf'pr ek=kk vFkok ewY; rd eky Ø;djus okys O;kikjh dks Ø; HkÙkk fn;k tkrk gSA ;g Ø; HkÙkk udn vFkok fcy esa dVkSrh ds :i es ns fn;k tkrkgSA blls oLrq dh ykxr de gks tkrh gS vkSj O;kikjh ml ij vf/kd ykHk dek ldrs gSaA

7- iqu% Ø; HkÙkk nsuk (Providing Repurchase Allowance): ;g og HkÙkk gS tks gj izFke [kjhn ij fn;ktkrk gSA ,d O;kikjh }kjk [kjhn djus ij og bl HkÙks dks ikus dk vf/kdkjh gks tkrk gSA bl fof/k ls foØ;de ugha gks ikrk gSA

331foØ; lao)Zu

8- x.kuk ,oa iqu% x.kuk (Count and Recount Method): ;g og fuf/k gS ftlesa O;kikjh ds LVkWd dh x.kukdh tkrh gSa ,d x.kuk ;kstuk esa lfEefyr gksus ij rFkk nwljh ckn tc ;kstuk cUn gksrh gSA bu nksuksa x.kukvksa

ds chp ftruk eky fcdrk gS mldh ek=kk ;k ewY; ij dqN jde HkÙks ds :i esa nh tkrh gSA

9- vU; mik; & mRiknd laLFkk,¡ fuEu mik;ksa }kjk Hkh foØ; lao)Zu dk;Z djrh gSaA (i) e/;LFkksa ds foØ;LFkyksa

rFkk Hk.Mkjksa ds vk/kqfudhdj.k dk O;; Hkkj Lo;a djds] (ii) ejEer lqfo/kk,¡ iznku djds] (iii) QS'ku 'kks foØ;

LFkyksa ij vk;ksftr djds] (iv) LVksj ,oa okrk;u ltkoV ds fy, vusd izdkj dh lqfo/kk,¡ ,oa cksMZ] rf[r;k¡]

irkdk,¡] 'ksYQ] nhokj&dyS.Mj] iksLVlZ vkfn lkeku ns djds] (v) le;≤ ij i=k fy[k djds ,oa foØ;

lkfgR; miyC/k djds] (vi) xg&if=kdk,¡ izdkf'kr djds] (vii) VªsfMax LVkEi miyC/k djdsA VsªfMax LVkEi oLrqr%

miHkksDrkvksa ds fy, QqVdj O;kikfj;ksa dks nh tkrh gS ftlls fd miHkksDrkvksa dks oLrq,¡ [kjhnus ds fy, izsfjr

fd;k tk ldsA bl fof/k esa dksbZ mRiknd laLFkk gjs] ihys] ;k yky ;k fdlh vU; jax ds VªsfMax LVkEi fudkyrh

gS vkSj O;kikfj;ksa dks funsZf'kr dj nsrh gS fd ;fn dksbZ xzkgd veqd fdLe ds LVkEi veqd ek=kk esa ykos rks

mls veqd oLrq eq¶r esa nh tk;sA bu oLrqvksa dh dher mRiknd laLFkkvksa }kjk e/;LFk laLFkkvksa dks nh tkrh

gSA fdUrq ;gk¡ mRiknd e/;LFkksa dks vFkkZr~ Fkksd ;k QqVdj O;kikfj;ksa dks ;g Hkh funsZ'ku nsrs gSa fd veqd ek=kk

esa veqd oLrq [kjhnus ij gh VªsfMax LVkEi fn;s tk;saA blls mRikndksa dk eky fcdrk gS( e/;LFkksa dh fcØh c<+rh

gS vkSj miHkksDrkvksa dks eq¶r esa bukeh eky feyrk gSA

miHkksDrk&O;kikjh la;qDr lao)Zu fof/k;k¡

(Consumer-trader Combined Promotion Method)

foØ; lao)Zu dk dk;Z ,d vksj rks miHkksDrk dks] nwljh vksj Fkksd o QqVdj O;kikfj;ksa dks /;ku esa j[kdj fd;k tkrkgSA okLro esa miHkksDrk lao)Zu vkSj O;kikj lao)Zu ,d gh flDds ds nks igyw gSa rFkk ,d nwljs ds iwjd gSaA ;fn miHkksDrkdks fdlh fo'ks"k oLrq dks Ø; djus ds fy, izksRlkfgr dj fy;k tkos fdUrq foØsrk ml oLrq dks foØ; ds fy, viuhfoØ;'kkyk esa LVkWd djus dks rS;kj u gks rks foØ; lao)Zu dh lEiw.kZ ;kstuk BIi gks ldrh gSA nwljh vksj] ;fn Fkksd,oa QqVdj foØsrkvksa ij O;kikj lao)Zu dh ;kstuk ykxw djds mUgs ml oLrq dk LVkWd j[kus ds fy, izsfjr dj Hkh fy;ktkos fdUrq miHkksDrk lao)Zu ,oa O;kikj lao)Zu dh ;kstuk,¡ lkFk&lkFk pykbZ tkos rks vPNk ifj.kke izkIr gksus dhlEHkkouk jgrh gSA

nksuksa lao)Zu dh ;kstukvksa esa leUo; gksus ls gh okLro esa foØ; lao)Zu dk;Z lUrks"ktud <ax ls lEiUu fd;k tk ldrkgSa ,d vksj rks miHkksDrk lao)Zu ls miHkksDrk ml mRiknu dk Ø; djus ds fy, izksRlkfgr gksrs gSa nwljh vksj O;kikjlao)Zu dh ;kstukvksa ls Fkksd ,oa QqVdj foØsrk ml oLrq dk foØ; c<+kus esa :fp nsus yxrs gSaA Qyr% bu nksuksa esa leUo;gksus ls gh foØ; lao)Zu dk dk;ZØe lQyrk ls lEikfnr fd;k tk ldrk gSA

O;kikj lao)Zu ,oa miHkksDrk lao)Zu ;kstukvksa esa leUo; dk ,d okLrfod mnkgj.k ;gk¡ fn;k tk jgk gSA xksafn;k dh,d chM+h mRiknd QeZ us ,d lkFk rhu izdkj dh ;kstuk,¡ j[khA izFke ;kstuk mu miHkksDrkvksa ds fy, Fkh tks chM+hds c.My [kjhnrs FksA izR;sd c.My esa ,d dwiu fudyrk Fkk ftls nqdkunkj ds ikl ys tkus ij rhu chfM+;ksa dk migkjfeyrk FkkA nwljh ;kstuk QqVdj O;kikfj;ksa ds fy, Fkh ftlesa 20 chM+h ds c.Myksa ds izR;sd iqM+s esa ,d bukeh dwiugksrk FkkA blesa vusd iqjLdkj j[ks x;s FksA rhljh ;kstuk ds vUrxrZ ,d chMh ds cksj ¼ftlesa 84 iqM+s gksrs Fks½ es ,ddwiu fudyrk Fkk ftlesa vusd vkd"kZd buke j[ks FksA bl izdkj ,d lkFk gh Fkksd O;kikjh] QqVdj O;kikjh ,oamiHkksDrkvksa rhuks dks izksRlkfgr fd;k x;k ftlls ml chM+h dh QeZ ds foØ; lao)Zu dh ;kstuk fu'p; :i esa lQyjghA blh izdkj lu~ 1972 esa vk;qosZn lsoJe izkbosV fy- }kjk vk;qoZsn f}rh; egku HksaV ;kstuk* 'kh"kZd ds v/khu la;qDrlao)Zu dk dk;ZØe pyk;k x;k Fkk tks dkQh lQy jgkA

foi.ku ds fl)kUr332

foØ; lao)Zu mís'; ,oa miq;Dr fof/k;k¡(Sales Promotion Objectives and Appropriate Methods)

gekjs ns'k esa izhfe;e] izfr;ksfxrk,¡] dwiu] izkbl&vkWQ O;ogkj] uewus vkfn izeq[k lao)Zu fof/k;k¡ gSaA vxz rkfydk fofHkUumís';ksa ds lUnHkZ eas mi;qDr fof/k;kas dk mYys[k djrh gSa%

lao)Zu mís'; lao)Zu fof/k;k¡

1- uo mRikn ifjp; dwiu ,oa uewus

2- u;s dysoj ;k vkdkj dk izLrqrhdj.k dwiu] uewus ,oa dher O;ogkj

3- u;s {ks=kksa esa izos'k dwiu ,oa uewus

4- Js"B QqVdj forjdksa dh izkfIr dher O;ogkj

5- miHkksDrk Ø; ckjEckjrk of) izfr;ksfxrk,¡ ,oa dher O;ogkj

6- czk.M psruk of) izfr;ksfxrk,¡

7- czk.M fu"Bk cuk;s j[kuk izhfe;e ,oa izfr;ksfxrk,¡

8- vkWQ&lhtu foØ; lq/kkj izhfe;e ,oa dher O;ogkj

9- nqdkuksa esa izn'kZu LFkku izkfIr izhfe;e ,oa izfr;ksfxrk,¡

10- mRikn dk lgh mi;ksx f'k{k.k uewus ,oa izfr;ksfxrk,¡

11- fof'k"V miHkksDrk lewg dk /;kukd"kZ.k dwiu ,oa uewus

12- mRiknksa ds u;s m|ksxksa dh tkudkjh uewus ,oa izfr;ksfxrk,¡

13- ˇØ; fujUrjrk cuk;s j[kuk izhfe;e ,oa izfr;ksfxrk,¡

14- 'kks/k gsrq uke ,oa irs izkIr djuk uewus] izfr;ksfxrk,¡] dwiu izhfe;e vkfnA

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PRINCIPLES OF MARKETING - mdudde.net I, III/B.Com. 2yr... · 4 SYLLABUS Paper-5: Principles of Marketing Max.: Marks: 100 Time: 3 Hours Note: Ten questions shall be set in the question