Marketing

MODULE -5
Marketing

Notes

19
INTRODUCTION TO MARKETING

W

e use a macroscopical variety of goods and services in our daily life. These include items like
toothpaste, toothbrush, soap, oil, clothes, pabulum items, telephone, electricity and
many more. How do all these goods and services slide by our home? Obviously the business
houses who produce the goods and services have to visualise that these are to be sold, and
so they have to make the consumers/users assured of their products and place them at
points convenient to the consumers. This involves a number of activities such as product
planning, pricing, promotion, use of middlemen (wholesalers, retailer etc.) for sale,
warehousing, transportation etc. All these activities taken to go abouther are termed as Marketing.
In this lesson, we will pick up about the concept of marketing, its importance, objectives and
functions.

OBJECTIVES
After studying this lesson, you will be able to:


explain the meaning of marketing;



differentiate amidst marketing and selling;



describe the importance of marketing;



bring up the objectives of marketing; and



explain the various functions of marketing.

19.1 MEANING OF MARKETING
We know that the man of affairs produces goods and services for our use.



These are not
necessarily produced at the places where they are consumed or used. Even in villages,
now-a-days you draw the products manufactured all everyplace India and in other countries. This
implies that the manufacturers must be making efforts to visualise that their products are in
demand and reach the ultimate consumers all over the globe. So, when you go to the
market to buy a readymade shirt you find that there are several options available to you in
terms of type of cloth used, design, colour, price etc. and you can buy what suits you
calling Studies

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MODULE -5
Marketing

Notes

most. This also implies that the manufactures assess the needs of the consumers, their
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