JAIIB PPB Unit 36 - Marketing - An Introduction

JAIIB PPB Unit 36 - Marketing - An Introduction (Year: 2019)

Marketing Management

Marketing (management) is the process of planning and executing the conception, pricing, promotion and distribution of goods, service, and ideas to create exchanges with target groups that satisfy customer and organizational objectives.


Functions of Marketing Management

Analysis
Planning
Implementation
Control


Characteristics of Services

1. Intangibility
2. Inseparability
3. Heterogeneity
4. Perishability


Physical Goods Services

1. Tangible Intangible
2. Homogeneous Heterogeneous
3. Production and Distribution are separated from consumption
Production, Distribution and Consumption are simultaneous process
4. A thing, an activity or process
5. Core value produced in factory Core value produced in buyer-seller interactions
6. Customers do not participate Customers participate in the production
7. Can be kept in stock cannot be kept in stock
8. Transfer of ownership No Transfer of Ownership

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