Bamboo and Rattan/Bamboo/Course-4 Unit-2

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Principles, Practice and Planning of Marketing

  • Concepts and Processes of Marketing
  • Developing a Marketing Mix

In popular usage, "marketing" is the promotion of products, especially advertising and branding. However, in professional usage the term has a wider meaning that recognizes that marketing is customer centered. Products are often developed to meet the desires of groups of customers or even, in some cases, for specific customers. E. Jerome McCarthy divided marketing into four general sets of activities. His typology has become so universally recognized that his four activity sets, the Four Ps, have passed into the language.

    • Product: The Product management and Product marketing aspects of marketing deal with the specifications of the actual good or service, and how it relates to the end-user's needs and wants.
    • Price: This refers to the process of setting a price for a product, including discounts.
    • Distribution: Placement or distribution refers to how the product gets to the customer; for example, point of sale placement or retailing. This fourth P has also sometimes been called Place, referring to “where” a product or service is sold, e.g. in which geographic region or industry, to which segment (young adults, families, business people, women, men, etc.)
    • Promotion Strategies: This includes advertising, sales promotion, publicity, and personal selling, and refers to the various methods of promoting the product, brand, or company.

These four elements are often referred to as the marketing mix. A marketer can use these variables to craft a marketing plan. The four Ps model is most useful when marketing low value consumer products. Industrial products, services, high value consumer products require adjustments to this model. Services marketing must account for the unique nature of services. Industrial or B2B marketing must account for the long term contractual agreements that are typical in supply chain transactions. Relationship marketing attempts to do this by looking at marketing from a long term relationship perspective rather than individual transactions. As a counter to this, Morgan, in Riding the Waves of Change (Jossey-Bass, 1988), adds "Perhaps the most significant criticism of the 4 Ps approach, which you should be aware of, is that it unconsciously emphasizes the inside–out view (looking from the company outwards), whereas the essence of marketing should be the outside–in approach". Even so, having made this important caveat, the 4 Ps offer a memorable and quite workable guide to the major categories of marketing activity, as well as a framework within which these can be used.

  • Consumer Behaviour
  • Marketing Research
  • Product Planning
  • International Marketing
  • Effective Leadership
  • Impacts on Marketing Activities
    • Political
    • Legal
    • Social
    • Economic
    • Technological
    • Competitive Environments

Market and Marketing of Bamboo Products

Market & Opportunity Analysis

Identification of Market opportunities for Bamboo Products

Business Development (Domestic & International)

Creating and sustaining linkages


--Mmayank 17:52, 2 September 2006 (CEST)