Marketing — Business Studies STD 12 Commerce — Question

Marketing Mix is a set of marketing tools that the firm uses to pursue its marketing objectives in a target market. The variables or elements of marketing mix have been classified in to four categories, popularly known as four Ps of marketing viz., Product, Price, Place and Promotion. These elements are combined to create an offer.
Product: In common parlance, the word ‘product’, is used to refer only to the physical or tangible attributes of a product. In marketing, product is a mixture of tangible and intangible attributes, which are capable of being exchanged for a value, with ability to satisfy customer needs. It is anything that can be offered to a market to satisfy a want or need. Products may broadly be classified into two categories-industrial products and consumers’ products. Products, which are purchased, by the ultimate consumers or users for satisfying their personal needs and desires are referred to as consumer products. On the basis of shopping efforts involved, the products are classified as Convenience Product, Shopping Products and Speciality Products. On the basis of their durability, consumer products have been classified into categories-Durable, Non-durable and Services
Pricing: Price may be defined as the amount of money paid by a buyer or received by a seller in consideration of the purchase of a product or service. Generally, if the price of a product is increased, its demand comes down, and vice-versa. Pricing is considered to be an effective competitive weapon. It is also the single most important factor affecting the revenue and profits of a firm. The factors affecting price determination are

1. Product Cost.
2. The Utility and Demand.
3. Competition.
4. Government and Legal Regulations.
5. Marketing Methods Used.

Physical Distribution: There are two important decisions relating to this aspect one regarding physical movement of goods and two, regarding the channels.
Channels of Distribution are set of firms and individuals that take title, or assist in transferring title, to particular goods or services as it moves from the producers to the consumers. Channels of distribution smoothen the flow of goods by creating possession, place and time utilities. The important functions performed by middlemen are:

1. Sorting,
2. Accumulation
3. Allocation,
4. Assorting,
5. Product promotion,
6. Negotiation,
7. Risk taking.

Promotion: Promotion refers to the use of communication with the twin objective of informing potential customers about a product and persuading them to buy it. There are four major tools, or elements of promotion mix, which are.

1. Advertising,
2. Personal Selling,
3. Sales Promotion,
4. Publicity: These tools are used in different combinations to achieve the goals of promotion.