INTRODUCTION
Marketing in simple terms can be said to be “A human activity directed at satisfied
needs and wants through an exchange process.” Marketing as a functional
area of management is becoming extremely important as compared to other fields.
All decisions in modern business organization revolve around information
related with marketing decision making situations, which are characterized by
Distribution Strategy, Channel members and Product decisions. The Product
Decisions, customers assess a product’s value by looking at many factors
including those that surround the product.
In a
constantly changing business and market scenario, maintaining the channel
members becomes more challenging in such
a situation only innovative technology, good product and committed people,
accompany can take the lead over its competitors.
Coca-cola ltd has differentiated itself from
its competitors and providing the total “value
for money” to its customers. Coca-cola ltd has integrated all the features
to offer a value for its products.
Value
for the product and services refers to the quality of product and services
offered to the customers. Several surrounding features can be directly
influenced by channel members, such as customer service, delivery, and
availability. Consequently, a channel
partner involves a value analysis in the same way customers make purchase
decisions. This area becomes the most important from the company as well as
customer point of view. This helps the company to know better their customers
and provide them with what they are expecting.
Market:
The set of all actual and potential buyers of a
product or service.
Marketing:
A
social and managerial process whereby individuals and groups obtain what they
need and want through creating and exchanging products and value with others.
Marketing
Management:
The
art and science of choosing target markets and building profitable
relationships with them.
Customer
Satisfaction:
The
extent to which a product’s performance matches a buyer’s expectations.
Marketing Mix:
The
set of controllable tactical marketing tools – product, price, place, and
promotion – that the firm blends to produce the response it wants in the target
market.
Developing the marketing Mix:
Once
the company have decided on its overall competitive marketing strategy, it is ready to begin planning the details of
the marketing mix, one of the major concepts in modern marketing. The marketing mix is the set of controllable,
tactical marketing tools that the firm blends to produce the response it wants
in the target market.
SCOPE FOR STUDY
The scope of the study is limited. The study is a very minor contribution to the
company as it is only restricted to the twin cities (Borabanda and Kodapur). The study would only be a drop in the ocean,
Can help the distribution in this area.
The study can be conducted on a national basic too
with a large sample size and interviewing many numbers of respondents.
OPERATIONAL
DEFINITIONS:
Retailer:
Retailer is a person or business who sells
products to the public.
Brand:
Brand refers to the identification of the product
given by the manufacturer.
Brand Loyalty:
Brand loyalty refers to the continuous and
repeated purchase of a particular brand without any wavering purchase pattern.
Respondent:
Respondent is a person who is being interviewed
for the purpose of conducting the study.
Market share:
The amount that a company sells of its products or
services compared with other companies selling the same things
Promotional
Activities:
Promotional activities include advertising,
personal selling, sales promotion, and publicity, which have their own
characteristics and cost but have common objectives of achieving high sales by
creating awareness
Incentives:
Offer of an article at frees of cost or less price
of the market can be termed as incentives.
Interviewee:
A person who is answerable to the interviewer of
the proposed questions.
Interviewer:
A person who carries on investigation for the
purpose of achieving the objectives of the project.
Sample:
The selection of set of people from the total
population for the purchase of carrying on the investigation.
Survey:
It refers to the questionnaire administered to the
subject who is identified from the population with the help of probability or
non-probability sampling.
Questionnaire:
It refers to the set of questions that are framed
to be answered by the respondents for the purpose of achieving the research
objectives. In questionnaires there are two types structured and unstructured.
There are four types of questions in a questionnaire on open ended questions,
closed ended questions, disguised and interrogative questions.
Brand awareness:
Knowing brand; knowing that particular brand
exists and is important; being interested in particular brand: brand awareness
refers to the consumer awareness of the particular brand.
Brand Name:
The name given to a product by the company that
produces it. brand name is nothing but the name and value of the brand.
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