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Question
A marketer of colour TV having 20% of the current market share of the country aims at enhancing the market share to 50 percent in next three years. For achieving this objective he specified an action programme. Name the function of marketing being discussed above.
Solution
Marketing planning. An important activity or area of work of a marketer is to develop appropriate marketing plans so that the marketing objectives of the organisation can be achieved. For example, a marketer of colour TV, having 10 percent of the current market share in the country, aims at enhancing his market share to 20 percent, in the next three years. He will have to develop a complete marketing plan covering various important aspects including the plan for increasing the level of production, promotion of the products, etc., and specify the action programs to achieve these objectives.
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