1. 1
Define marketing? Explain its nature /
features.
Explain the importance of marketing in
modern business.
Explain the scope/functions of
marketing.
Explain in brief various concepts of
marketing/Explain the selling concept,
marketing concept and societal concept
of marketing.
2. Define marketing research? Explain its features and
importance to marketing managers.
What is marketing information system (MIS)? Explain its
features and importance.
Write short notes on :
Societal Concept of Marketing
Marketing Concept
Market Opportunity Analysis.
Relationship marketing.
Distinguish between :
Marketing and selling
Marketing Research and MIS.
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3. Definition of Marketing
According to William Stanton, “Marketing is a total
system of business activities designed to plan,
price, promote & distribute want satisfying
products to target markets in order to achieve
organisational objectives.”
According to Philip Kotler, “marketing is a human
activity directed at satisfying needs and wants
through exchange process.”
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4. Scope of Marketing
Marketing Research
Product Planning & Development
Pricing
Advertising & Publicity
Sales Promotion
Packaging
Branding & Labelling
After Sales Service
Test Marketing
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5. Features Of Marketing
Regular & Continuous Activity
Satisfaction of Human Wants
Relates to Goods and Services
Transfer of Ownership
Creates Different Utilities
Importance of 4Ps
Evolutionary Concept
Wide in Scope
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6. Importance/ Benefits Of Marketing
Satisfaction of human needs & wants
Profits & market reputation
Facilitates specialisation division of labour
Widens the market
Improves standard of living
Bring economic growth
Creates new norms of social economic behaviour
Provides channels of communication to business
firms
Facilitates price control
Develops social significance at. 6