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प्रश्न
What is marketing mix?
उत्तर
Marketing mix refers to the set of marketing tools that are used to achieve the various objectives of marketing. In the process of marketing, market offering plays an important role. That is, for effective marketing, an organisation must decide the various features of a product such as its size, quality, location of sale, etc. Such decisions are affected by a large number of factors. Some of them are controllable by the firm. For example, decisions regarding packing, branding, pricing, advertising, etc. are within the control of the firm. However, there are certain non-controllable factors as well that affect the decision-making of a firm. For example, government policies, credit policies of the banks are beyond the control of the firm. A firm continuously alters the various controllable factors to achieve the objectives of marketing. Such factors form the pillars of marketing and are known as marketing tools. From the various alternative marketing tools, a firm chooses the best combination to develop a market offering. Such a set of marketing tools used by the firm to achieve the desired objectives of marketing is known as the marketing mix.
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संबंधित प्रश्न
What are the objectives of personal selling?
Describe any two elements of the marketing mix.
Sales promotion is helpful in making effective.
‘Products are not purchased but sold’, with which point of view is this statement associated?
Selling goods by the producer to consumer involves which channel?
What are the elements of marketing mix.
Suganya decided to start the business of selling dress materials. She did some research to find out about the preferences of prospective customers. Based on this, she prepared a detailed business plan. She then made important decisions about the features, quality, packaging, labelling and branding of the dress material. Which of the following elements of Marketing Mix is being discussed here?
Sumit has been using 'Smooth Shave", a famous shaving cream available in the market. On watching numerous advertisements in the television, he decided to try a new brand of shaving cream. When he went to the nearby store to purchase the same, he saw shaving creams by other producers making similar claims. Hence, he could not make up his mind as to which shaving cream to purchase. Which of the following objection to advertising is being discussed in this case?
'Ultimate Televisions Ltd.' is offering its 50" TV sets at a discount of Rs. 10,000 for a period of two months beginning from 15th February, 2021. Which of the following sales promotion activity is being used by 'Ultimate Televisions Ltd.':
Assertion (A): Personal selling plays a very important role in the introduction stage of a new product.
Reason (R): Personal selling helps in persuading customers about the merits of the product.
Statement-I: The concept of product relates to not only the physical product but also the benefits offered by it from customer's point of view.
Statement-II : The concept of product does not include the extended product by way of after sale services, availability of spare parts, handling complaints etc.
Match the following tools of promotion with their explanation and choose the correct option.
| A | It is undertaken by some identified person /company who makes efforts and bears the cost of it. | 1 | Personal selling |
| B | It plays an important role at the awareness stage and develops product preferences with the aim of making sale. | 2 | Sales Promotion |
| C | It helps in managing public opinion and company’s relation with the public on regular basis. | 3 | Advertising |
| D | It uses tools specifically designed to promote to customers, middlemen and to salespersons. | 4 | Public Relations |
Study the relation between first and the second words given below and fill in the fourth word on that basis.
Advertiser : Advertising : : Publicity : ______
Promotion mix includes Sales Promotion, Personal Selling, Advertising and ______.
Which of the following is not an element of the marketing mix?
Give one difference between mail order shopping and teleshopping.
Explain promotion mix.
Write a short note on any two P's of marketing.
