1. 2 -niymn½ytamebbsgÁm³ m:axitfigkwcadmenirkarsgÁmedlbuk Ál b£rkumttyl)annuv...
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-niymn½ytamEbbsgÁm³ -niymn½ytamEbbsgÁm³ m:aXItFIgKWCadMeNIrkarsgÁmEdlm:aXItFIgKWCadMeNIrkarsgÁmEdl
bukÁl b£RkumTTYl)annUvbukÁl b£RkumTTYl)annUvGVIEdlBYkeKRtUvkar nigcg;)an GVIEdlBYkeKRtUvkar nigcg;)an
tamry³karbegáIt karpþl;tamry³karbegáIt karpþl;[ nigkaredaHdUredayesrI[ nigkaredaHdUredayesrI
nUvTMnij nUvTMnij nigesvaedaytMélmYyCamYyPaKImnigesvaedaytMélmYyCamYyPaKImçageTot. çageTot.
-niymn½ytamEbb®Kb;®Kg³ -niymn½ytamEbb®Kb;®Kg³ m:aXItFIgKWCa sil,³énkarlk;plitpl.m:aXItFIgKWCa sil,³énkarlk;plitpl.
-niymn½ytam -niymn½ytam EbbsmaKmm:aXItFIgGaemric³ EbbsmaKmm:aXItFIgGaemric³
m:aXItFIgKWCadMeNIrkarénkareFVm:aXItFIgKWCadMeNIrkarénkareFVIEpnkarIEpnkar
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yuKsm½y plitkmµyuKsm½yénkarlk;yuKsm½ym:aXItFIg
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RbePTénrcnasm<½næRbkYtRbECgCarcnasm<½næ TIpSar EdlGgÁPaBmYy pþl;plitplmYyEdlKµanplitpldUc
Carcnasm<½næ RbKYtRbECgEdlmanGñklk;EtBIr
Carnasm<½næTIpSar EdlGgÁPaBmYymanédKYrRbKYtRbECgskáanuBl
Carcnasm<½næTIpSar EdlRtUvkMNt;criklkçN³edaycMnYnGñK;lk;d¾eRcInelIslb;.
Instructor: YOY KHIM 012 276 122 [email protected] 5
-RtUvmanPaKI b¤eRcIn ehIykñúgenaHBYkeKmin Tan;)anbMeBjbMNg nig esckþIRtUvkarenAeT,Iy.
-manbMNgR)afña niglTæPaBEpñkNamYyEdlRkumh‘unGacbMeBjCYn)an
-PaKITaMgenaHRtUvmanlTæPaB TMnak;TMTgKña)an
-PaKITaMgenaHRtUvmanGVImYy sMrab;edaHdUrKñaeTAvijeTAmk.
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mCÄdæanm:aXItFIg rYmmankMlaMgxageRkA EdlCH\TæiBledaypÞl; b¤ edayRbeyaleTAelImuxcUl¬input)nigkarbegáItmuxecj (output)
-muxcYlGacrYmman³ buKÁlwkFnFanhiriBaØvtßú vtßúFatuedIm nig B½t_man
-muxecjrYmman³ B½t_man kBa©b; TMnij esva b¤ KMnit
Instructor: YOY KHIM 012 276 122 [email protected] 7
GRtaénPaB KµankargareFVImankMritTabehIyR)ak;cMNUlx<l;EdleFVI
[GMNacTijx<l;ehIyGRtaGtiprNasßit enAkñúgkMritmYyTabpgEdr
-GRtaénPaBKµankargareFVImankarekIneLIg GMNacTijsrubmankar
Føak;cuH rIÉkarcMNayrbs;GñkeRbIR)as;nigGñkCMnYjRbRBWtþeTAedaymin rlUn
-GRtaénPaBKµankargareFVI mankMritx<l;bMput rIÉtMélBlkmµmantMélTabR)ak;
cMNUl¬bnÞab;BIbg;BnærYc¦mankMritTabGñkRbIR)as;xVHTMnukcitþcMeBaHesdækic©
KWdMNak;kalmYyEdlesdækic©eFVIclnaBIPaBcuHGn;fyCabeNþaHGasnñ eq<aHeTA
rkPaBrIccMerInrugerOg. 8
Income:cMnYnluyEdlTTYl)antamry³R)ak;QñÜlkarvieyaKR)ak;cUlnivtþn¾ nigR)ak;epSg²
eTotkñúgkMLúgeBlmYy. Disposable Income:
kWCaR)ak;cMNUlEdlTTYl)anbnÞab;BIkarbg;BnærYcehIyRtUv)anykmkeRbIR)as;)ansMrab;karcMNaynigkarsnSMbnÞab;BIbukÁl)anTijGaharmUldæancaM)ac;sMrakbMBak;bnigCMrk.
wealth:KWkarrYmbBa©ÚlR)ak;cMNUlBIGtIt³ FnFanFmµCati nig FnFanhiriBaØvtßú RTBüsm,tþi man eRcInTRmg;EdlrYmman luy bN½Ñ PaKh‘un KNenyüsnSM eRKOglgáar.
qnÞHkñúgkarcMNay (willingness to spend)
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GgÁPaBm:aXItFIg RtUvEtrkSanUvTMnak;TMng d¾l¥CamYy mRnþIneya)ayEdl)an
eRCIstaMg mRnþIneya)ayEdlRtUv)anerobcM [TTYlbnÞúkelIRkumh‘un b¤k¾]sSahkmµNamYyKWminTMng CabegáIt b¤Gnuvtþn¾ c,ab; nig bTbBa¢a)anl¥
cMeBaHRkumh‘unTaMgenHeT.elIsBIenHeTotrdæaPi)alKWTijd¾FMehIymRnþIneyay)ayGacman\TæiBletIPñak;
garrdæaPi)alRtUvTijkñúgtMélb:unµan ehIyTijBIGñkNa?
CacugeRkaymRnþIrdæaPi)alGacedIrtYnaTIy:agsMxan;enAkarCYyGgáPaB[man
snþisuxenA TIpSar.10
c,ab; nig bTbBa¢aCaeRcInCH\TæiBleTAelIkarseRmccitþ nigskmµPaBm:aXItFIg karBiPakSarbs;eyIgykcitþTukdak; eTAc,ab; RbKYtRbECgnigc,ab;karBarGñkeRbIR)as; nigkarbkERbc,ab;.
Instructor: YOY KHIM 012 276 122 [email protected] 11
bec©kviTüaKWCacMeNHdwgBIkarrebobEdlGaceFVIsMerckargarnigeKal edA.
\TæiBlbec©kviTüaETAelIGtifiCn³ bec©kviTüakMNt;rebobEdleyIgRtUvbM
eBjtMrUvkarEpñkesrIr³ enAkñúgviFIkMritepSg²Kña TMlab;énkarhUb nigkarpwk
KMrUkaredk skmµPaBtampøÚvePT nigkarEprkSasuxPaB TaMgGs;enHRtUv)an
CH\TæiBledayTaMgBIbec©kviTüaEdlmanRsab; nigkarpøas;bþÚrbec©viTüa.
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kMlaMgvb,Fm’sgÁmKWCa\TæiBlmYyenAkñúgsgÁm nig vb,Fm’rbs;va
EdlnaMeGaymankarpøas;bþÚr Gakb,kiriya CMenObTdæan RbéBNI
TMenomTMlab; nigrebomTMlab;nig rebobrbbrs;enA.
kMlaMgTaMgenaHGacrYmman³---- lkçN³RbCasaRsþ(DemographicCharacteristics)
-tMélénvb,Fm’ (Cultural Values)
-PaBepSg²Kñaénvb,Fm’ (Cultural Diversity)
-clnarbs;GñkeRbIR)as; (Consumer Movement)
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1 RbePTén»kal edIm,Icab;yk (Types of opportunities to pursue)
mnusSPaKeRcInmin)anbMeBjesckþIRtUvkarrbs;xøÜneT ehIy GñkTIpSar
GPivDÆn_nUv»kalenACMuvijtMrUvkarTaMgenH. CaGkuslS »kalmYycMnYnGac
emIleTARKan;EtCakaryl;eXIjBIreRkayb:ueNÑaH.CadMbUgenAkñúgdMeNIrkar
karEpnkaryuTæsaRsþm:aXItFIg vamansar³RbeyaCn¾cMeBaHkar GPivDÆn¾
nUvKMeragkarmYyedIm,IEsVgrk«kasepSg²EdlmanRsab; karRCatcUlTIpSar (Marketing
prenetration)yuTæsaRsþRCatcUlTIpSarsMedAeTA rkbegáInkarlk;plitplbc©úúb,nñrbs;Rkumh‘unenAkñúgTIpSar bc©úb,nñrbs;xøÜn.
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Present products New productsPresent markets Market product penetration development
New markets Market development Diversification
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yuTæsaRsþénkarGPivDÆn¾TIpSar Tak;Tg eTAnwgkarbegáInkarlk;tamry³
karlk;plitplEdlmanRsab;enAkñúgTIpSarfµI.enHRKan;Tak;TgkarpSay
BaNiC¢kmµenAkñúg]bkrN¾pSBVpSayepSg²edIm,I[eTAdl;GtifiCneKal
edAfµI. vaGacCameFüa)aykñúgkarbEnßmbNþajEbgEck b£hagfµIy:agman
RbsiTæPaB tamry³karebIkhaglk;enAkñúgkasyandæanGaKarrkariya
l½y nigenAkñúgsYnstVCaedIm. karGPivDÆn¾TIpSark¾GacTak;TgpgEdr
eTAnwgkarEsVgrkkareRbIR)as;fµIsMrab;plitplmYy.
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yuTæsaRsþénkarGPivDÆn¾plitplfµIsMedAelIplitplfµI b¤plitplEdl
mankarEkERbenAelITIpSarEdlmanRsab;. Karyl;dwgGMBItMrUvkarTIpSar
bc©úb,nñGnuBaaØt[Rkumh‘unsÁal;nUvviFIfµIén karbMeBjcitþGtifiCn.
Rkumh‘un sUhVEvrkMuBüÚT½rdUcCaRkumh‘un Microsoft begáItkarlk;
tamry³karENnaMnUvTMrg;fµI² énkmµviFIEdlmanRbCaRbiyPaB. Rkumh‘un
Microsoft k¾)anGPivDÆn¾pgEdrnUvplitplfµIsMrab;GtiCnrbs;xøÜn
EdlrYmmanesvakmµMicrosoNetworkupsMrab;eRbIR)as;GIuneFIeNtCaedIm
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CaTUeTAyuTæsaRsþ (Diversification)
manPaBTak;TajbMput KWfaTaMgplitpl nig TIpSar KWfµI nig manPaBepSgKña RsLHBIRkumh‘un
tYy:ag »kalEdlsßitenAq¶ayBIbTBiesaFn¾bc©úb,nñrbs;Rkumh‘uneRKaHfñak;
k¾kan;Etx<s;Edr. CMnYyd¾mansar³RbeyaCn¾sMrab;kMNt;lkçN³vinicä½yEdl
Bak;Bnæ½KWviPaK (SWOT)
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yuTæsaRsþDiversificationTak;TineTAnwgkareFVIdMeNIreq<aHeTArkmuxCMnYjmYyeTot
EdlepSgKñaTaMgRsug b¤sUm,IEtkMritkñúgRbBn½æm:aXItFIg-plitkmµ.
;]TahrN¾dUcCaRkumh‘unsUnI KWCa Gñkplit ]brN¾ eGLicRtUnicCak;lak;mYy
EdlfµI²enH Rkumh‘un)anRbkasBIkarBRgIkkarrksIurbs;xøÜneTAkñúgEbgeck
Tinñn½yGIuneFIeNtedaykarBRgIkmuxCMnYjcas;rbs;xøÜn. ebIBinitüemIlmk
RbeTskm<úCavijman dUcCaRkumh‘un r:UyalRkub EdledImeLIyrksIuEtsMPar³
nig]bkrN¾kariyal½yb:ueNÑaHEteRkaymkk¾)anBRgIkxøÜn(Diversify)mkrksIu
EpñkRbBnæ½ TUrsBÞ½ FnaKa>>>>>>>>>>>>>. 19
karkMNt;ebskkmµGaCIvkmµrbs;GgÁPaB (Business Mission)
bNþaRkumh‘unTaMgLaydUcCa Asia Pacific Limited, Uniliver,procter
Gamble CaerOy² sYrxøÜnÉgfa etIGaCIvkmµ rbs;BYkeKCaGaGVI?
cMelIysMrab;sMnYrenHvaceg¥ot b¤ TUlayKWGaRs½yelIkar BinitüenAkñúg»kal
m:aXItFIgrbs;Rkumh‘un.
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Rkumh‘unnImYy² RtUvbMElg r)aykarN¾B½t¾manTUeTAénGaCIvkmµrbs;xøÜn [
eTACaeKaledA rbs;Rkumh‘un².CakarBitNas;ras;eKaledATaMgGs;eyIgRtUv
xitxMedIm,IeFVI[sMerc)aneCaKC½y ehIyGacvaytMélelIkarGnuvtþn¾)an.
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Bakü ‘Swot’
KWCaBaküEdleKeRbIR)as;sMrab;ykmkBiBN’na nig vaytMél
cMnuNxøaMg cMNucexSayenAkñúgRkumh‘un.
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Whole Company StrategicManagement planning
Match resources toMarket opportunities
Marketing planning Set objectivesEvaluate opportunities plan marketingStrategies Develop marketing plans
Develop marketing program
Control marketing plan (s)And program Measure
Results Evaluate progress
Implement marketingPlans) and program
Adjust plansAs needed
man n½yfaCakarEsVgrk»kasl¥ nigkarGPivDÆn¾nUv yuTæsaRsþm:aXItFIgEdl
GacmanR)ak;cMenj. yuTæsaRsþm:aXItFIg epþateTAelITIpSareKaledAmYy
nigm:aXItFIgcMruHmYy. EpñkEdlTak;TgKñareTAvijeTAmkTaMgBIrKWTamTar
TIpSareKaledA (Target market ) KWCaRkumGtifiCn EdldUcKña Rbhak;RbEhlKña EdlRkumh‘unmanbMNgcg;Tak;Taj. Ehtupldl;
sMxan;tMrg;eTArkGtifiCneKaledAKWkarTTYl)anRbeyaCn¾énkarRbKYtRbECg tamry³karGPivDÆn¾nUvm:aXItFIgcMruH d¾l¥mYy.
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manviFIEdll¥CaeRcInedIm,IbMeBjtMrUvkardl;GtifiCneKaledA plitplGacman
lkçN³epSg²KñaCaeRcIn. kMriténesvakmµGtifiCnmun nig eRkaykarTijGac
RtUv)anEktRmUv karevcx©b; m:aksBaØa nig karFanaGacRtUv)anpøas;bþÚr ]bkrN¾
pSayBaNiC¢kmµepSg² dUcCa sarB½tman TsSnavdþI TUrTsSn¾ExSkab nigGIuneFIeNt GacRtUv)aneRbIR)as; éføGacRtUv)anpøas;bþÚr kar bBa©úH éføRtUv)an
pþl; FatuTaMgbYnrbs; m:aXItFIgcMruH ( The four ps );
1-plitpl (Product) 2-TIkEnøg (Place)
3-éfø (price) 4-karpSBVpSay (promotion)
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Epnkarm:aXItFIg yuTæsaRsþm:aXItFIgmYykMNt;TIpSar eKaledAmYynig
m:aXItFIgcMruHmYy vaKWCarUbPaBd¾FM énRbtibtþikarrbs;Rkumh‘unenAkñúgTIpSar
mYyEpnkar m:aXItFIgelIsBIenHeTAeTot Epnkarm:aXItFIgKWCar)aykarN¾EdlsresrGMBIyuTæsaRsþm:aXItFIg
niglMGitBIeBlevlaEdlBak;B½næsMrab;karGnuvtþn¾yuTæsaRsþ.
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1-etIm:aXItFIgcMruHGVIEdlnigRtUvpþl;? cMeBaHGñkNa? ehIyry³eBlb:uNÑa?
2-etIFnFanGVIrbs;Rkumh‘un¬RbcaMEx¦?3-etIlTæplGVIxøHEdl)anrMBWgTuk¬karlk; nigR)ak;cMenj b¤eKaledAepSg
rbs;GgÁPaB¦ ? Epnkar KYrrYmbBa©ÚlpgEdrnUvnitiviFIénkarRtYtBinitücMnYn
edIm,IFanakarkarBarCamun énbBa¢aepSg² enHGacgayRsYlkñúgkareRbob
karlk;pþl;eTAnWgkarlk;Edl)anrMBwgTuk CamYynwgsBaØaGasnñNamYyEdl
)anekIteT,IgenAeBlNamYyEdlkarlk;srub)anFøak;cuHeRkamkMritFmµta.
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bnÞab;BIEpnkarma:XItFIgmYyRtUv)anGPivDÆn¾eLIgehIyenaH GñkRKb;RKg
m:aXItFIgyl;dwgnUvGVIEdlRtUveFVI bnÞab;mkGñkRKb;RKgykcitþTukdak;Ca
mYykarGnuvtþn¾ edaydak;Epnkarm:aXItFIgeTA kñúgRbtibtþikar yuTæsaRsþ
rkmeFüa)ayedaHRsaydUcEdl)aneRKagTukb:ueNÑaHenAeBlEdlBYk
eKRtUv)anGnuvtþedayRbsiTæPaB karsMerccitþeTAelIRbtibtþikarCaeRcIn
dUcCakarsMerccitþry³eBlxøIedIm,ICYykñúgkarGnuvtþn¾yuTæsaRsþ GacRtUv)an
TamTarCacaM)ac; .
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muxgar énkarRtYtBinitü pþl;nUvRbtiskmµEdlnaM;[GñkRKb;RKgEkERbnUvyuTæ
saRsþrbs;xøÜn edIm,IrkSakarRtYtBinitü GñkRKb;RKgm:aXItFIgeRbIR)as;
]bkrN¾CaeRcIn dUcCakarviPaKkarlk;edaykMuBüÚT½r kareFVIkarGegát
RsavRCavm:aXItFIg nigkarviPaKkarcMNaynigR)ak;cMeNj vamansar³
sMxan;Nas;kñúgkarEsVgyl;faetIkarRtYtBinitürkSaGgÁPaBdUcemþc?
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Marketing Mix
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Target market Marketing strategy
Time-related
Details and control procedure
Marketing plan
Other marketing plan
companyMarketingprogram
karTTYlxusRtUvkñúgkareFVIEpnkarrbs; GñkRKRKgm:aXItFIg KwepþateTAelIehtu
pll¥ karsMerccitþGMBIyuTæsaRsþ Tan;eBl KwCakarsMerccitþmYyEdlsMercfa
etIRkumh‘unrksIuGVIehIy RtUvGnuvtþtamyuTæsaRsþGVI edaytamFmµtakMNt;nUv
eCaKC½y b¤braC½y Epnkard¾l¥bMputmYy GacRtUvGnuvtþminl¥ ehIyenAman
R)ak;cMenjxN³eBlEdlEpnkarEdlminsUvl¥EtGnuvtþ)anl¥mYyGacxat
bg;luy .
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yuTæsaRsþm:aXItFIgEdleCaKC½ymYy TamTarEpnkarlMGitedayBwgEp¥keTA
elIB½t¾manGMBI TIpSareKaledAskáanuBl eqøIytbeTAnwgm:aXItFIgcMruHkarRb
KYtRbECg nigktþaERbRbYlEdlman karBak;B½næd¾éTeTot B½t’mank¾caM)ac;pg
EdrcMeBaHkarGnuvtþn¾ nigkarRtYtBinitü KµanB½t’manm:aXItFIgEdlGacTukcitþ
)an karsMerccitþCaerOy²BwgEp¥keTAelIkareronecHdwg nig bTBiesaFn¾
rbs; GñkRKb;RKg ehIyenAkñúgTIpSar Edlmankarpøas;bþÚrelOn nigkarRbkYt
RbECgnaeBlbc©úb,nñ karN¾enHGacmaneRKaHfñak;bMput .
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-1 karkMNt;BIbBaða ( Defining the problem )
-2 karviPaKsßanPaB (Analyzing the situation)
-3 karRbmUlTinñin½y (Collecting data)
- 4 karbkRsayTinñn½y (Interpreting the data)
-5 karedaHRsaybBaað ( Solving the problem )
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karkMNt;bBaaðKWCMhandMbUgeq<aHeTAkarEsVgrkdMeNaHRsay b¤karcab;epþIm
sikSaRsavRCav epþateTAelIlkçN³ nig RBMEdnénPaBGviC¢man b¤PaBviC¢man
sßanPaB b¤cMgl;Edlmin)anlatRtdag sIuej dMbUgénbBaaðCaFmµtaekItecj
BImuxgarFmµtamYycMnYndUcCa TMnas;rvageKalbMNg b¤karmin)ansMerceKal
bMNgrbs;Rkumh‘un mYy)an begáInkarlk;12PaKry ehIylTæpl6PaKry
PaBminRsbKñaenHKYrEtRtUv)aneFVIkarviPaK .
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karviPaKsßanPaB KwmanRbeyaCn¾enAeBlEdlGñkRKb;RKgm:aXItFigeCOfa
bBaaðBitR)akd)ancab;epþImPøam. vaKWCakarsikSaminpøUvkarmYyEdlCaB½t¾man
Gacrk)anTak;TgeTAnwgtMbn;én bBaaðnimYy² karviPaKdUecñHGacCYykMNt;
bBaða nig bBa¢ak;nUvGVIEdlCaB½t’manbEnßm .
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Gñkm:aXItFigRsavRCavTinñn½y BIrRbePT³-Tinñn½yEdlmanRsab; (Secondary data )
-Tinñn½ybzm (Primary data )
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All dataSources
SecondaryData sources
PrimaryData sources
Inside companyCompany files, reports, MIS, people,
Sales, cost data
Outside companyInternet, libraries, Governments,
University, trade associations. Etc.
QuestioningIn-depth and focus group interviews,
Mail, phone, personal surveys, panels
ObservationMechanical approaches,
Personal approaches
bnÞab;BIkarRbmUlTinñn½yedIm,Isakl,gsmµtikmµrbs;BYkeKrYcehIy Gñkm:aXItFIgbkRsayrbkKMehIjénkarRsavRCav karbkRsayTinñn½y
manPaBgayRsYlRbsinebIGñkTIpSareFVIEpnkaredayRbugRbyt½ñBIviFIsaRsþ
énkarviPaKTinñn½yrbs;BYkeKBIdMbUgenAkñúgdMeNIrkarénkarRsavRCav
BYkeKk¾GnuBaaØt[mankarvaytMélCabnþbnÞab;nUvTinñn½ykñúgGMLúgeBl
énkarRbmUlTaMgmUlEdr CMhandMbUgenAkñúgkareFVIesckþIsnñidæanBIkarRsaRCav
PaKeRcIn KWkarbgðajTinñn½yenAkñúgRTg;RTayCatarag .
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enAkñúgCMhankaredaHRsaybBaað lTæplénkarRsavRCavRtUv)aneKeRbIR)as;
edIm,IeFVIkarsMerccitþEpñkm:aXItFIg GñkRsavRCav nigGñkRKb;RKgmYycMnYn
RtUv)anTak;Tajy:agxøaMgedaysar EpñkxøHénB½t’manEdlKYr[cab;GarmµN¾
EdlRtUv)anrkeXIjtamry³dMeNIrkarRsavRCav nig RtUv)anCMrujebIsinCa
karRsavRCavbgðaj[eXIjB½t’manEdlBYkeKminEdlsÁal;BImunmk .
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TIpSarCaGVI? ( What is Marketing? )
BaküfaTIpSar manGtßn½yeRcIn CYnkaleKeRbIvasMedATItaMgCak;lak;mYyEdl
plitplRtUv)anTij niglk;enATIenaH tMbn;PUmisaRsþFM²k¾GanehAfaCaTIpSar
Edr ehIyeBlxøHeTotBakü enHsMedAkarTMnak;TMngrvagkarpÁt;pÁg; nig tMrUv
karcMeBaHplitplCak;lak;NamYy TIpSar GacRtUv)aneRbICakiriyas½BÞEdlmann½yfalk;GVImYy .
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nig manGMNacedIm,ITij plitplenaH CaTUeTA TIpSarKwCaRkuménGtifiCn
skáanuBlmantMrUvkar Rbhak;RbEhlKña ehIymanqnÞ³edIm,IeFVIkaredaHdUrGVI
mYyedaytMéledIm,IbMeBjesckþIRtUvkarepSg² .
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nig manGMNacedIm,ITij plitplenaH CaTUeTA TIpSarKwCaRkuménGtifiCn
skáanuBlmantMrUvkar Rbhak;RbEhlKña ehIymanqnÞ³edIm,IeFVIkaredaHdUrGVI
mYyedaytMéledIm,IbMeBjesckþIRtUvkarepSg² .
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1-RbePTmUldæanénTIpSar (Basic Types of market
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Customer(user) needs
Customertypes
Geographiicarea
Product types
GenericsMarket
definition
ProductMarket
definition
rUbTI 6 ³ TMnak;TMngrvagTIpSar TUeTA nig TIpSarplitpl
karkMNt;n½yTIpSarplitplEdleBjeljrYmmanbYnEpñk
-What: 1.product type-To meet what: 2.Customer (User )Needs-for whom: 3.Customer types- Where: 4.Geographic Area
42
karkat; cMENkTIpSarKWCadMeNIrkarEdlmanBIrCMhan-kardak;eQµaHTIpSarplitplTUeTA
(broad product market)nig –karkat;cMENkTIpSarplitpl TUeTATaMgenHedIm,IeRCIserIs
TIpSareKaledAehIyGPivDÆm:aXItFIgcMruHEdlsmRsbmYy.dMeNIrkarenHCaerOy²RtUv)anmankaryl;RclM
CakarcaM)ac;Nas; karkat;cMENkTIpSarRtUv)anyl;faCa]TahrN¾karRKb;RKgd¾sMxan;mYy
karkat;cMENkTIpSarCYyGgÁPaB[ykcitþTukdak;cMeBaHkarxMRbwgrbs;xøÜn
ehIyeFVImanRbsiTæiPaBkñúgkarEbgEckFnFanedIm,IsMerceKalbMNgEpñkhirBaØvtßú GñkTIpSardWgfa
vaminGacpþl;GVIsBVEbby:agdl;mnusSRKb;²Kña)aneTehIyBüayamepþatyuTæsaRsþrbs;eKeTAelIcMENkTI
pSarEdl)ankMNt;y:agl¥.
43
Rkumh‘unmYyRtYvkarkat;cMENkTIpSarrbs;xøÜn[)anCak;lak;edIm,IbMeBj
esckþIRtUvkarénRkumGtifiCneKaledA ehIybegáInkarlk;nigR)ak;cMenj
k¾mankarkat;cMENkTIpSarrbs;xøÜnpgEdrkñúgeKalbMNgbMeBjesckþIRtUv
rbs;GtifiCnxøÜn[kan;EtmankMritxøaMgeT,IgkñúgkarQaneTArkkarsMerc
eKaledAGgÁPaB.44
lkçN³vinicä½yeRbIkñúgkarcab;ykcMENkTIpSareKaledAenAkñúgdMeNIrkarkat;
cMENkTIpSarmanlkçN³BiessBIrRbePTsMxan;²KW
1 EbgEckTIpSar[eTACacMENk² 2 eRCIserIsykTIpSareKaledAkñúgenaHmanlkçN³vinicä½y5y:agEdlRtUv)aneRbIR)as;sMrab;eRCIsTIpSarKW
45
-kMeNInEdl)anrMBWgTuk(Expected growth)
-CMhrRbkYtRbECg (Competitive position)-éføedImEdlsMerceRbIkñúkarkat;cMENk(Cost of reading the segment)
-PaBRsbKñaCamYynigeKalbMNgrbs;GgÁPaB (Compatibility with org”s
Objectives)..Instructor: YOY KHIM 012 276 122
kareRCIserIsTIpSareKaledARtUv)anEckecjCa 5CMhan³
1-kMNt;yuTæsaRsþeKaledAEdlsmRsb 2-yuTæsaRsþminkat;cMENk³ KWyuTæsaRsþEdlGgÁPaBkMNt;ykTIpSarTaMgmYlsMrab;
plitplBiessmYyCaTIpSareKaledA nigbegáItm:aXItFIgcMruHEtmYyGnuvtþenAelI
TIpSarenaH. 3-yuTæsaRsþÉkcMENk³ KWCayuTæsaRsþ EdlGgÁPaBkMNt;ykcMENkTIpSarEtmYy
edayeRbIR)as;m:aXIFIgcMruHEtmYy.
Instructor: YOY KHIM 012 276 122 [email protected] 47
organization
48
organization
4p’s
4p’s
4p”s
4p”s
AAAAAAAAAAAA
AAAABBBBCCCC
AAAABBBBCCCC
organization
Instructor: YOY KHIM 012 276 122 [email protected] 49
-Age -Region of world, country-Gender -Urban, suburban, rural-Race - Size of city-Ethnicity -Country size-Income -State size-Education -Market density-occupation -Climate-Family size -Terrain-Family life cycle-Religion-Social class
-Personality attributes -Volume usage-Motives -End use-Lifestyle -Benefit expectation -Brand loyalty -price sensitivity
Psychographic Variables Behaviorist Variables
-TItaMgPUmisaRsþ (Geographic Location)
-RbeTTénGgÁPaB (Type of Organization):
RbePTepSg²énGgÁPaBCaerOy² TamTarlkçN³plitplRbB½næEbgEck rcnasm<½næéfø
nigyuTæsaRsþénkarlk;epSg²Kña. -TMhMGtifiCn (Customer size) TMhMrbs;GgÁPaBGacC³\
TæiBldl;TMrg;karénkarTij rbs; nigRbePTénbrimaNplitplEdlvacg;)an. -kareRbIR)as;plitpl (product use) plitplCak;lak;
CaBiieBsvtßúFatuedImmUldæan dUcCa EdkEfb eRbgkat )øasÞik nig
eQIRtUv)aneRbIR)as;tamviFIepSg²CaeRcIn.
50
B½t’mancMENkTIpSar B’B_NnaGMBIPaBRsedogKñakñúgcMeNam GtifiCnskáanuBlCamYynigcMENkmYy nigBnül;BIPaBxusKñakñúgcMeNammnusS nigGgÁPaBenAkñúgcMENkepSg²KñaB½t_man (profiles) GacRKbdNþb;elIRTgRTaydUcCa criklkçN³RbCasaRsþ ktþaPUmisaRsþ plRbeyaCn¾énplitpl rebobrs;enAcMNg;cMNUlcitþcMeBaHm:aksBaaØ nigGRtaeRbIR)as; GñkTIpSar eRbIR)as;B½t_mancMENkTIpSaredIm,IvaytMélkMritEdlplitplrbs;Rkumh‘unGacRtUv nigesckþIRtUvkarcMeBaHplitplrbs;GtifiCnskáanuBl B½t_mancMENkTIpSar pþl;[GñkTIpSar
51
Step4- (Evaluate Relevant Market Segments)
bnÞab;BIreFVIkarviPaKB½t_mancMENkTIpSarehIy GñkTIpSarTMngCaeFVIkarkMNt;
PinPaKcMENkTIpSarEdlTak;TgedayELkBIrKñarviPaKbEnßmnigkat;ecal
cMENkTIpSarecjBIBinitüBicarNa edIm,IvaytMélbEnßmeTAelIcMENkTIpSar
EdlBak;Bn½æ ktþacM)ac;CaeRcIn rYmmankar):an;sµankarlk;(sales estimates)
karRbkYtRbECg nigcMNayEdl):an;sµanrYmCamYycMENkTIpSarKYrEtRtUv)an
kMNt;nigviPaK skþanuBlkarlk;cMeBaHcMENkmYyGac RtUv)anvas;EvgtamTMhM
CaeRcInEdlrYmman kMritpllitpl (product level)
tMbn;PUmisaRsþ eBlevla nigkMriténkarRbKYtRbECg
52
eRkABI)anvaytMélkarlk; vasMxan;xøaMgNas;kñúgkarvaytMélBIRbtibtþikar
EdlmanrYcehIyrbs;KYRbECgenAkñúgcMENkTIpSarEdlRtUv)anBicarNa enAkñúg
Kar):an;sµanenHmansMnYrCaeRcInEdlRtUv)ansYrGMBIrKYRbECg etImanKYRbECgb:unµan? etIGVIxøHCacMNucxøaMg nig cMNucexSayrbs;KYRbECg?
etIRkumh‘unrbs;eyIgGacbegáItm:aXItFIgcMruHEdlmanRbsiTæiPaBedIm,IRbECg
CamYym:aXItFIgcMruHrbs;KYRbECg)anEdrb¤eT?etIKYRbKYtRbECgfµI²TMngCanigcUlmk
kñúgcMENkenHeT?
53
x-kar):ansµanéføcMNay (Cost Estimates)
edIm,IbMeBjesckþIRtUvkarrbs;cMENkTIpSareKaledA GgÁPaBRtUvEtGPivDÆn¾
nigEfrkSarm:aXItFIgcMruHEdleqøIytbedaycMeTAnwgesckþIRtUvkarrbs;buKÁl
b¤GgÁPaBenAkñúgcMENkTIpSar ¬TIpSar¦karGPivDÆn¾nigkarEfrkSam:aXItFIgcMrUH
dUcenHGacmantMéléfølkçN³edayELkénplitpl karreroncMkarevcx©b;Edl
KYr[Tak;Taj karFanaplitplkarpSayBaNiC¢kmµEdlTUlaykatpþl;nUvkar
pSBVpSayEdlTakTajéføRbKYtYtRbECg nigkarpþl;esvakmµpÞal;EdlmanKuNPaBxçs; >.
54
bBaaðcaM)ac;dMbUgkñúgkarBicarNaenAkñúgCMhanenH KWetImanPaBepSgKñaRKb;RKan;
enAkñúg esckþIRtUvkar rbs;GtifiCnedIm,IFanakareRbIR)as;karkat;cMENkTIpSar
b¤eT?RbsinebIkarviPaKkarkat;cMENkbgðajfaesckþIRtUvkarrbs;GtifiCn
dUcKña GñkRKb;RKgrbs;Rkumh‘unGacsMerceRbIR)as;viFIsaRsþminkat;cMENk
(undifferentiated approach) Edl)anBiPaKSaxagedImy:agNak¾edayebIsinCaesckþIRtUvkarrbs;GtifiCnmindUcKñaeT
enaHTIpSareKaledAmYyb¤eRcInRtUvEt)aneRCIserIs m:üageTotGñkTIpSarGacsMercfamin
nigminRbECgenAkñúgcMENkNamYy .
55
1-TIpSarGñkRbIR)as; nig \riyabTTij (Consumer markets and
buying behavior)
TIpSar KwCakarRbmUlpþúMénmnusS GacCabuKÁl b¤GgÁPaB EdlmanesckþIRtUv
karcMeBaH plitplenAkñúgfñk;plitplmYy ehIymansmtßPaB manqnÞ³
nigmanGMTijplitplenaHTIpSarGacRtUv)anEckecjCaBIrRbePTKwTIpSar
GñkeRbIR)as; nig TIpSarGgÁPaB b¤]sSahkmµ .
56
1-Become aware of or interested in the problem
2-Gathering information about possible solutions
3-Evaluating alternative solution, perhaps trying some out
4-Deciding on the appropriate solution5.Evaluating the decision
57
dMeNIrkarénkarsMerccitþ Tijrbs;GñkeRbIR)as;EdlnwgbgðajenAkñúgrUbxageRkamrYmman
R)aMdMNak;kalKW³ 1-xkarTTYlsÁl;bBaða 2-karEsVgrkB½t_man
3-karvaytMélCMerIs 4-karsMerccitþTij 5-\riyabT¬karvaytMél¦
eRkayBIkarTij.
58
59
Personal factors .Do graphic.lifestyle.Situational
Psychological factors.perception.Motivation.Learning
.Attitudes and beliefs.personality self-concept
Social factors.Roles and familyReference groups
And opinion leaders.Social Classes
.Culture and subcultures
Problemrecognition
Informationsearch
EvaluationOf alternative
PurchasePost purchase
evaluation
Consumer buying decision process
karTTYlsÁas;bBaað ekIteLIgenAeBlEdlGñkTijdwgBIPaBxusKñarvagkarcg;)an nig lkçN³
x½NÐCak;Esþg. ]TahrN¾ eyIgBicarNaBInisSitEpñkm:aXItFIgmñak;Edl
cg;)anm:asIunKitelxdl;TMenIbmYyeRKOgsMrab;eRbIR)as;enAkñúgviC¢aKNenyü
enAeBlEdlm:asIunKitelxcas;rbs;nagxUc nagTTYlsÁas;favamanKuNPaB
xusKñaEdlmanRsab;rvagkarcg;)annUvm:asIunKitelxdl;TMenIb
niglkçx½NÐCak;EsþgKWm:asIunKitelxmindMeNIrkar .
60
bnÞab;BIkarTTYlsÁas;bBaað b¤esckþIRtUvkar GñkTij ¬ebIsinCabnþdMeNIrkarsMerccitþ¦
EsVgrkB½t_mansþIBIplitplEdlCYyedaHRsaybBaað b¤bMeBjesckþIRtUvkar
]TahrN¾ nisSitEdl)anelIkeLIgxagelI bnÞab;BITTYlsÁas;esckþIRtUvkarm:asIun
Kitelx nagGacEsVgrkB½t_manGMBIRbePTepSg²Kña nig m:akrbs;m:asIunKitelx
B½t_manRtUv)anTTYlBICMuvijGtifiCn y:agNakþIeyIgRtUvEtcaMfa\TæiBlénB½t_man
GaRs½yeTAelIfaetIGtifiCnmankaryl;dwgBIvay:agem:c?
-karEsVgB½t_manmanRTg;RTayBIrKw -karEsVgrkxagkñúg (internal source)³ karyl;dwgrbs;buKÁlpÞal; -karEsVgrkxagRkA (External source) ³karsaksYrBIRbPBxageRkA-mitþPkþi-GñkTIpSar
60
edIm,IvaytMélplitpl GñkTijbegáItlkçN³vinicä½ysMrab;kareRbobeFobplitpl
lkçN³vinicä½yTaMgenHKWCacrilkçN³ b¤ lkçN³GñkTijcg;)an¬b¤mincg;)an¦
]TahrN¾ GñkTijm:asIunKitelxmñak;Gaccg;)anm:asIunEdleRbIfamBlsULa
maneGRkg; nigGkSrFM² rIÉGñkepSgeTotGacminmancMNUlcitþeTAelITMhM
ehIyk¾mincUlcitþm:asIunEdleRbIfaBlsULaEdr GñkTijk¾begáItkMritCak;lak;én
PaBcaM)ac;cMeBaHkarvinicä½ynimYy²ehIylkçN³ nigcriklkçN³ mYycMnYnman
\TæiBlCaglkçñN³ nigcriklkçN³epSgeTot RbsinebIkarvaytMélCMerIsnaMmknUvm:akmYy b¤eRcInEdlGtifiCnmanbMNgTij
GtifiCneRtomxøÜnCaeRscedIm,IQaneTAdMNak;kalbnÞab;éndMeNIrkarsMerccitþKW Tij
62
enAkñúgdMNak;kal karTij GtifiCneFVIkareRCIsplitpl b¤m:akNamYyedIm,I
TijkareRCIserIsKWGaRs½yeTAelIlTæpléndMNak;kalvaytMélBImunnigeTA
elIPaBsMxan;déTeTot plRbeyaCn¾plitplGacman\TæiBlEdlRtUv)anTij
enAkñúgdMNak;kalenHGñkTij k¾eRCIserIsGñklk;enAkEnøgEdlKat;nigTij
plitplcugeRkay ehIyGacCakarkMNt;énkarlk;RbsinebIGaccrcarKña)an
ehIyEdlRtUv)ankMNt;GMLúgeBldMNak;kalsMerccitþTij bBaðadéTeTotdUcCa éfø karRbKl;TMnijkarFanarEfrTaMkartMeLIg nig lkçxNнTUtTat;RtUv)anRBmeRBog.
63
64
bnÞab;BIkarTij GñkTijcab;epþImeFVIkarvaytMélplitpledIm,IeFVI’;[dwgR)akdfaetIlTæpl
Cak;EsþgeqøIytbeTAnwgkMritEdl)anrMBwgTukrWeT lkçN³vinicä½yCaeRcIn EdleRbIenAkñúgkar
vaytMélRtUv)anGnuvtþmþgeTotenAGMLúgeBl karvaytMéleRkaykarTij lTæpldMNak;kal
enHKWTaMgkareBjcitþ nigkarmineBjcitþ GarmµN¾TaMgenHman\TæiBly:agxøaMgkøaeTAelITwkcitþ
nigkarbBa©ÜnB½t_manbnþeTot rbs;GñkeRbIR)as; kareBjcitþ b¤mineBjcitþrbs;GñkeRbIR)as;
kMNt;faetIBYkeKtv:aR)aRs½yCamYyGñkTijdéTeTot nigTijplitplmþgeTot b¤Gt; .
4>1-kkþapÞal;xøÜn (personal factors)
kkþapÞal;xøÜn KWCaktþaTaMgLayEdlmanEtmYycMeBaHbuKÁlbBiessmñak; ktþapÞal;xøÜnCa.
eRcInman\TæiBlelIkarsMerccitþTij enAkñúgEpñkenHeyIgnwgBiPaKSaelIRbePT 3 KW³
4-1-1ktþaRbCasaRsþ (Demographic factors) ktþaRbCasaRsþCacriklkçN³rbs;buKÁldUcCa Gayu ePT Cati R)ak;cMNUl CatiBinÞú (Ethnicity)
vdþCIvtRKYsar nig muxrbr.4-1-2ktþarebobrs;enA (Lifestyle factors)rebobrs;enA
KWCaKMrUénkarrs;enArYmmanrebobénkareRbIR)as;eBlevla karbeBa©j Gnþrkmµ (interaction)
CamYyGñkdéT nigTsSnvis½yelICIvit nigkarrs;enA.
65
Ca\TæiBlEdl)anmkBIRBwtþikarN¾ GaceBlevla nigTItaMg Edlman\TæiBl
elIGñkTijkñúgdMNak;kalNamYyéndMeNIrkarsMerccitþTij rbs;GñkeRbIR)as;
ehIyGacbNþal[dMeNIrkarsMerccitþrbs;buKÁlmanry³eBlxøIEvg b¤bBaÄb;
karsMerccitþEtmþg.
66
ktþacitþsaRsþEdlRbtibtþikarCamYybuKÁlkMNt;CaEpñknUv\riyabTTUeTA
rbs;mnusS nigman\TæiBlelI\riyabTrbs;BYkeKEdlCaGtifiCn \TæiBlcitþ
saRsþEdlmanelI\riyabTGtifiCnman -karyl;dwgedayviBaØaN ( perception) -kMlaMgcitþ (Motivation)
-kareronsURt (Learning) -Gakb,kiriya (Attitudes)
-buKÁliklkçN³ nigTsSn³pÞal;xøÜn (personality and self-concept)
67
Example needs Need for -self-esteem -fun -freedom -Relaxation
Need for -Love -Friendship -Status esteem -Acceptance by others Need for –Protection and physical well being (perhaps involving health, food, Drug and exercise
Need for -Food -Drink -Rest -Sex
68
Pssp name
Personal needs
Social needs
Safety needs
Physiological needs
4>3-1 tYnaTI nig \TæiBlRKYsar ( Roles and family influences)
eyIg TaMgGs;Kñakan;tMENg enAkñúgRkum GgÁPaB nigsßab½n GVIEdlTak;TgCa
mYynigtMENg tYnaTI CaQuténGMeBI nig skmµPaB mnusSmñak;enAkñúgtMENg
Cak;lak;mYy EdlRtUv)anKitsµanedIm,IGnuvtþedayEp¥keTAelIkarrmBwgTukTaMg
bukÁÁlxøÜnÉgpÞal; nig mnusSEdlenACMuvijedaysarEtmnusSkan;tMENgeRcIn
BYkeKmantYnaTIeRcIn ]TahrN¾ burs;mñak;GacedIrtYnaTICabþI CakUnRbus Ca »Buk CanieyaCik
smaCikRBHvihar smaCikGgÁkarsIuvil nig CanisSit eronmhaviTüal½yeBll¶ac .
69
rbs;GñkeRbIR)as; »BukmþaybeRgonkUnBIrebobts‘UykQñHbBaðaepSg²
EdlrYmmanenAkñúg karsMerccitþTij kumarsegátemIlm:akEdlRKYsarcUlcitþ
Tij nigTMenomTMlab;Tijrbs;RKYsar ehIyenAeBleBjv½y kumareRbIR)as;
TMenomTMlab;Tij nig m:akEdlRKYsarcUlcitþTijdEdl enAeBlEdlBYkeK
begáItRKYsarpÞal;xøÜn .
70
RkumKMrU KWCaRkumNamYyEdlman\TæiBlCaviC¢man b¤GviC¢man elIGakb,kiriya
tMél b¤ \riyabT rbs;mnusSmñak;² RkumKMrUGacFM b¤ tUc mnusSPaKeRcIn man
RkumKMrUeRcIn dUcCaRKYsar Rkumkargar karrab;rkKñadUcCabg b¥Ún smaKmmnusS
RsIkøwbBlrdæ GgÁPaBviC¢aCIv³ nigRkumepSg² enAkñúgRkumKMrUPaKeRcIn smaCik
mñak; b¤eRcInnak;manPaBelceFøaCageKkñúgdwknaMKMnit GñkdwknaMKMnit pþl;B½t’manBIEdlCak;lak; EdleFVI[GñkcUlrYmkñúgRkumKMrUEdlEsVgrkB½t_mancab;GarmµN¾ .
71
enAkñúgsgÁmTaMgGs; mnusSkMNt;zan³ BItMENgx<s; eTATab karkMNt;zan³enH
pþl;lTæplenAkñúgzan³kñúgsgÁÁm4-3-4 vb,Fm_ nig vb,Fm_rgvb,Fm_ KWCakarrYmbBa©ÚléntMél cMeNHdwg CMenO RbéBNITMlab;karCMTas; nigTsSn³
EdlsgÁmmYyeRbIeR)as;edIm,Its‘UCamYymCÆdæanrbs;va nigQaneTACMnan;eRkayeTot
Vvb,Fm_rg CaRkumbuKÁlEdlmanKMrUéntMél nig \riyabTRbhak;RbEhlKñaehIy
epSgBImnusSenA kñúgRkumdéTEdlsßitenAkñúgvb,Fm_dUc Kña .
72
1-lkçN³ nig RbePTénTIpSar (Nature and types of Market)
enAkñúgCMBUkenHeyIgRkeLkemIlTIpSarGgÁPaB nigdMeNIrkarsMerccitþTijrbs;
GgÁPaBCadMbUg eyIgBiPakSaRbePTepSg²énTIpSarGgÁPaB nigRbePTGñkTij
enATIpSarTaMgenH bnÞab;mkeyIyBinitüelIRbePTepSg² énkarTijrbs;GgÁPaB
dUcCa criklkçN³ énGnþr³kar karTamTar nig kareBjcitþrbs;GñkTij niglkçN³sMrab;sMKal;tMrUvkarcMeBaHplitplEdl
RtUv)anlk;eTA[GñkTij rbs;GgÁPaB
bnÞab;mkeToteyIgBinitüfaetIkarsMerccitþTijrbs;GgÁPaBRtUv)aneFVIeLIg
dUcemþc? ehIynNarCaGñkTij? .
73
1-lk;bnþ 2-eRbIR)as;pÞal;kñúgkarplitplepSgeTot
3-eRbIR)as;enAkñúgRbtibtþikarTUeTARbcaMéf¶ .
74
1 TIpSar ]sSahkmµ b¤ Gñkplit ( producer market)
2 TIpSarGñklk;bnþ b¤GnþrkarI ( Reseller market )
3 TIpSarrdæaPi)al ( Government Market )
4 TIpSarsßab½n ( Institutional market )
75
buKÁl b¤ GgÁPaBGaCIvkmµEdlTijplitplsMrab;eKalbMNgbegáItR)ak;cMenj
Tamry³kareRbIR)as;plitplenaHedIm,IplitplepSgeTot b¤ edayeRbIplitpl
enaHenAkñúgRbtibtþikarrbs;BYkeK Gñkplit RtUv)ankMNt;faCaTIpSarGñkplit
TIpSarGñkplitrYmmanGñkTijvtßúFatuedIm RBmTaMgCaGñkTijplitplBak;kNaþal
sMerc nigplitplsMerc EdleRbIedIm,IplitpldéTeTot .
76
CaGñklk;dMu nigGñklk;rayEdlTijplitplsMerc niglk;bnþplitplTaMgenH
edIm,IR)ak;cMenjelIkElgEtplitplEdlGñkplitlk;edaypÞal;eTA
GñkeRbIR)as;ebIBMuenaHeTras;plitplEdlRtUvlk;eTA[TIpSar
GñkeRbIR)as;RtUv)anlk;bnþeTA[TIpSarGñklk;bnþmun .
77
shBnæ½ rdæRbeTs rdæaPi)altMbn;begáItTIpSarrdæaPi)al(GovernmentMarket)
BYkeKcMNayfvikarrab;siblanduløakñúgmYyqñaM²sMrab;TijTMnijnigesvakmµepSg²
edIm,IRTRTg; RbtibtþikarépÞkñúg nigpþl;[BlrdænUvplitpldUcCapøÚvfñl;karGb;rM Twk
famBl nigkarBarCati.
78
GgÁPaBEdlmaneKaledAminEsVgrkR)ak;cMeNjdUcCa shKmn¾ GgÁkar
smaKm begáIt[manTIpSarsßab½n smaCikTIpSarsßab½nrYmman RBHvihar
mnÞIreBTü smaKmmnusSRsI karrab;GanKñadUcbgb¥Ún saklviTüal½y nig
GgÁkarsb,úrssFm_ TIpSarsßab½nTaMgenHcMNayluyTijplitplrab;
siblanduløakñúgkñúgmYyqñaM edIm,Ipþl;TMnij esvakmµ nigKMnitTaMgenHdl;shKm
nisSit CnrgeRKaH GñkCMgW nigGñkepSg²eTot edaysarEtCaerOy² sßab½nmaneKal
edAepSg² nig manFnFanticCag GgÁPaBdéTGñkTIpSarGaceRbIR)as;m:aXItFIgBiessedIm,I
bMerITIpSarTaMgenH .
79
2>1-crilkçN³Rbtibtþikar rbs;GgÁPaB(Characteristics of organizational buying)
Rbtibtþikar rbs;GgÁPaBxusKñaBIkarlk;[GñkeRbIR)as;cugeRkayCaeRcInviFI karbBa¢aTij
edayGgÁPaBmanbrimaNeRcInCagGñkeRbIR)as;cugeRkay Cajwkjab; GñkpÁt;pÁg;RtUvEtlk;
plitplkñúgbrimaNd¾eRcInedIm,IbegáItR)ak;cMeNj dUecñHehIyBYkeKminlk;eTA[GtifiCn
EdleFVIkarbBaa¢TijtictYcenaHeT .
80
GñkTijEdlCaGgÁPaBxusKñaBIGñkTijEdlCaGñkeRbIR)as; enAkñúg\riyabTTij
rbs;BYkeKedaysarEtBYkeKTTYlB½t_man)anl¥RbesIrGMBIplitplEdlBYkeK
Tij BYkeKRtUvkarB½t_manlMGitGMBIlkçN³muxgar nig B½t_manlMGitBibec©keTs
rbs;plitpledIm,IFanafaBYk¬plitpl¦eqøIytbnigeKaledArbs;GgÁPaB
Y:y:agNak¾eday eKaledApÞal;xøÜnk¾man\TæiBlelI\riyabT Tijrbs;GgÁPaB
Edr Pñak;garTijrbs;GgÁPaBPaKeRcInPaBEsVgrkkareBjcitþEpñkcitþsaRsþEdl
)anmkBIkarrIccMerIn rbs;GgÁPaB nig rgVan; hirBaØvtßú .
81
bc©úb,nñ \riyabrbs;GñkTijénGgÁPaBRtUvTTUlrg\TæiBlkan;EteRcInedaysar
yuTæsaRsþ ry³eBlEvgCagRbtibtþikarry³eBlxøI enHedaysarRkumh‘unTijplitpl
EdlBYkeKRbI nig lk;eRcIn ehIykarpøas;bþÚrPøam²énbec©kviTüa nig karRbkUtRbECg
dak;sm<aFelIGñksMerccitþ enAeBleFVIkarsMerccitþTij GtifiCnGgÁPaBeFVIkarBicarNa
elIktþaepSg²CaeRcIn kñúgcMeNam karBicarNad¾sMxan;rbs;BYkeKKWKuNPaB esvakmµ
nig éførbs;plitpl .
82
-GFikarkic©(Inspection):karRtYtBinitüRKb;muxTMnij(item)
TaMgGs;-kareRCIserIsKMrU
(Sampling):karRtYtBinitüEtelIEpñksMxan;² ¬sakl,gxøH¦-karBiBN_na(Description):karTijtamlMlMdab;m:akb¤karerobrab;lMGitBIplitpl
-kardak;sMu[mankarRbECg ( Competitive tendering ):
lkçxNнénkarlk;Edlpþl;edayGñkpÁt;pÁg;edIm,IeqøIytbeTAnwgkarbBa¢ak;rbs;GñkTij
-karcrcar (Negotiated Contracts) :karRBmeRBogeTAnwgkic©snüa EdlGnuBaaØatsMrab;
karpøas;bþÚrenAkñúgkarerobcMTij ( Purchase arrangement )
83
-New-Tesk purchase :
GgÁPaBeFVIkarTijCaelIkdMbUgnUvmuxplitplmYyedIm,IykeTAeRbIenAkñúgkargarfµI b¤ edIm,IedaHRsaybBaaðfµI GacTamTarkar
GPivDÆn¾B½t_manlMGitrbs;plitpl B½t_manlMGitGMBIGñklk; nigTRmg;kar
sMrab;karTijplitplenaHenAeBlGnaKt edIm,IeFVIkarTijdMbUg tamFmµta
GñkTijrbs;GgÁPaBRtUvkarB½t_maneRcInkarTijCaelIkdMbUgmansar³sMxan;
Nas;cMeBaHGñkpÁt;pÁg; RbsinebIGñkTijrbs;GgÁPaBeBjcitþplitplenaH
GñkpÁt;pÁg;GacmanlTæPaBlk;[GñkTijnUvbrimaNd¾eRcInénplitplry³eBleRcInqñaM
84
EdlRtUv)anpøas;bþÚrkarbBa¢aTij bnþbnÞab; b¤enAeBlEdlkartMrUvén
Modified rebuy purchase :RtUv)anEkERb -Straight rebuy purchase : CakarTijEdleFVItamTMlab; nUvplitpl
dEdlrbs;GñkTijekIteLIgenAeBlEdlGñkTijtamTMlab;nUvplitpld
EdlRbEhl nig lkçx½NÐénkarlk;dUcKña GñkTijRtUvkarB½t¾mantictYc
GñkTijRtUvkarB½t_mantictYcedIm,IeFVIkarsMerccitþTijtamTMlabTaMgenH
BüayambegáIteLIgnUvRbBnæ½bBaa¢TijeLIgvijedaysV½yRbvtþi edIm,IeFVI[karbBa¢aTIj
eLIgvijman PaBgayRsYlsMrab;GñkTijrbs;GgÁPaB .
85
86
factors>Legal and regulatory factors>Technological Environmental
>Competitive factor>Economic Factors>Political Changes
>Sociocultural issues
Organizational>Objectives
>Purchasing policies>Resources
>Buying center StructureInterpersonal>Cooperation
>Conflict>Power relationship
Individual>Age
>Education level>Job status>Personality
>Income
Recognize problem
Develop productSpecifications toSolve problem
Search for productsRelative to specification
Evaluate productsRelative to Specification
Select and order mostAppropriate product
Evaluate product andSupplier performance
plitplKWCaGVIEdlGñkTTYl)anBIkaredaHdUrenHGacrab;bBa©ÚlTaMgrUbbiynigGrUbiy
ehIyrYmbBa©ÚlnUvkareRbIR)as; b¤plitRbeyaCn¾muxgar sgÁm nig citþsaRsþ plitplGacCaKMnit esvakmµ TMnij b¤CakarrYmpSMTaMgbIenH .
87
plitplRtUv)ancat;fñak;CaBIrKWplitplsMrab;GñkeRbIR)as; nigplitplsMrab;GgÁPaB.
1>2>-1 plitplgayRsYl (Consumer
Products) :EckecjCabYnfñak;KW 2-plitplEsVgrk (Covenenience product)
3-plitplBiess (Shopping products)
4-plitplminEsVgrk (Unsought products)
88
89
product
Consumerproducts
Businessproducts
Convenienceproducts
Shoppingproducts
Specialtyproducts
Unsoughtproducts
>Staples>Impulse products
>Emergency products
>Homogeneous>Heterogeneous
>New unsought>regularly unsought
Installations
Accessories
Raw materials
Components
ProfessionalServices
>farm products>Natural products
Component partsComponent materials
Maintenance suppliesRepair supplies
operaing supplies
90
Convenience products>Staples>Impulse
>Emergency
Shopping products>Homogeneous>Heterogeneous
Specialty products
Unsought products>New unsought
>Regularly unsouht
Breakfast cereals, canned soup ,most packaged food..Ice-cream, chocolate bars, snack foods magazines soft drinks
Raincoats, ambulance services.
Refrigerators, TV sets, cars, bank accounts.Furniture, cloth , dishes.
Panadol painkillers, Marlboro cigarettes, ChannelNo 5, perfume
Compact discs, DvD players, sony camcorders Liife insurance, encyclopedias,Extinguishers
ConsumerProduct classes Examples
91
BusinessProduct classes
Installation
Accessory equipment
Raw materials
Components parts And materials
Supplies or MROMaintenance, repair
operating
Professional services
Examples
Buildings, customer-made equipment, expensive machinery
Small copying machines, filing cabinets, fax machines, typewriters, calculators tools
Loges, iron ore, wheat, cotton, milk, oil, coal, minerals, chemicals, Agricultural products, and materials from forests and oceans
Batteries, rear-view mirrors, cement, textiles, paper.
Cleaning materials, paint, filters, bearing, lubricating oils, paper clips,Insurance, pencils, cleaning agents, paints.
Engineering consultancy, advertising agency advice, legal, financial,Marketing research, computer programming
GñkTIpSar RtYUvEtyl;dwg BITMnak;TMngkñúgcMeNamplitplTaMgGs;rbs;Rkumh‘un
ebIsinBYkeK nwgsRmbsRmYlm:aXItFIgénRkumplitplsrub TsSndUcxageRkam
CYyerobrab;BITMnak;TMng kñúgcMeNamplitpl rbs;GgÁPaB . -muxplitpl ( product Item) : CaplitplmYymux²-RsLayplitpl ( product Line) :CaRkuménplitplEdlTak;TgKñay:agCitsñiTæ-plitplcMruH (product Mix):CaRkuménRsLajplitpl
b¤CakarrYmpSMénRkumplitpl EdlRkumh‘unbegáIteLIgsMrab;GtifiCn-Depth of product mix: cMnYnénplitplepSg²Edlpþl;enAkñúgRsLajplitplnimYy²-Width of product mix:
cMnYnRsLajplitplEdlRkumh‘unmYypþl;enAelITIpSar .
92
1>4-1dMNak;kaldMbUg ( introduction
stage ):cab;epþImenAkñúgkarbgðaj xøÜndMbUgrbs;plitplenAelITIpSar eBlenHkarlk;sßitenAcMnucsUnü
ehIyR)ak;cMeNjviC¢man enAdMNak;kalenHcMNUldMbUgmankMritTab
xN³eBlEdlkarcMNaysMrab;karpSBVpSay nigkar EbgEckmankMritx<s;.
93
dMNak;kalenHkarlk;mankarekIneLIgy:agelOn ehIyR)ak;cMeNjQandl;
cMNuckMBUl ehIybnÞab;mkcab;epþImFøak;cuH RbtikmµénkarRbkYtRbECgcMeBaH
PaBeCaKC½yrbs;plitpl GMLúgeBlenHnwgman\TæiBlelIGayukalmFüm
rbs;plitpl .
94
introduction Growth Maturity Decline
stage Stage stage stage
Industry sales
Industry profits
95
KWdMNak;kalFøak;cuHy:agxøaMgbMput ¬emIlrUbxagelI¦ bec©kviTüafµI b¤ninñakar
sgÁmfµIGaceFVIeGaykarlk;plitplFøak;cuH y:agkMhuK enAeBlEdlsßan
PaBenHekIteLIg GñkTIpSarBicarNakat;plitplecj BIRsLayplitpl
edIm,Ikat;bnßypitplTaMgLayNaEdlElgmanR)ak;cMenj .
96
criklkçN³sMxan;² mYycMnYnénplitplTaMgGs;KWCaFatuEdleFVI[plitpl
TaMgenaHxusBIplitpldéTeTot lkçN³edayELkénplitpl KWCadMeNIrkar
énkarbegáIt nigkarerobcMplitpledIm,I[GtifiCnTTYlGarmµN¾faplitpl
enHxusBIplitplRbECgmYyeTot FatusMxan;bMputEdleFVI[plitplmYy
xusEbøkBIplitplmYy eTotKWm:ak (Brand) enAkñúgEpñkenH eyIgBinitüemIl
TidæPaBrUbsaRsþbI énPaBepSgKñarbs; plitplEdlRkumh‘unRtUvEt BicarNa
enAeBlbegáIt nig pþl;plitplsMrab;karlk; .
97
2- rUbrag niglkçN³plitpl (product design and features)
3-esvakmµKaMRTplitpl (product support services )
1>6 karkMNt;TItaMgplitplenAkñúgpñt;KMnitGtifiCn -sMedAcMeBaHkarsMerccitþ nig skmµPaBEdlmanbMNgbegáIt nig rkSaKMnit
Cak;lak;mYyénplitplrbs;Rkumh‘unenAkñúgKMnitGtifiCn enAeBlEdl
GñkTIpSarENnaMplitplfµImYy BYkeK Büayamdak;(position)vaedIm,I[va
mancrilkçN³EdlTIpSareKaledAR)afñacg;)anPaKeRcIn karkMNt;TItaMg
plitpl qøúHbBa©aMgdMeNIrkarcat;CaRbePT nigkarBicarNarbs; GñkeRbIR)as;gayRsYl .
98
Rkumh‘unmYyGPivDÆn¾plitplfµI CameFüa)ayénkarbegáItplitplcMruHrbs;va nig b¤k¾Ca
karbEnßmCMerAénRsLayplitpl (product line )karGPivDÆn¾ nig karENnaMplitpl
fµICajWkjab;RtUvkaréføcMNay nig manhaniP½yx<s; .
2>1-karGPivDÆn¾plitplfµIkardak;m:ak nigkarevcx©b;
2>1-1 karGPivDÆn¾plitplfµI ( developing new products)
99
100
Ideageneration
ScreeningConcepttesting
Businessanalysis
Productdevelopment
TestMarketingCommer-cialization
1 Awareness: GñkTijdwgBIplitpl 2 Interest: GñkTijEsVgrkB½tman
ehIyTTYlGarmµN¾cg;eronsURtBIplitpl 3 Evaluation:
GñkTijBicarNaBIRbeyaCn¾plitplehIysMerccitþfasakl,grWGt;
4 Trial: GñkTijBinitüsakl,g rWsakplitpl 5 Adoption: GñkTijplitpl
ehIyGacRtUv)anrMBwgfaykvaeTAeRbIenAeBlesckþI
RtUvkarcMeBaHRbePTplitplTUeTAekIteLIgmþgeTot .
101
- Brand: CakarsMKas;eQµaH Bakü rUbrag rWsBaØa - Brand name:CaEpñkmYyén m:ak EdlminGacGan ¬niyay¦)an
- Brand
mark:CaEpñkmYyénm:akEdlminEmnbegáIteLIgedayBakü
-Trademark:
CanamktþapøÚvc,ab;énkareRbIR)as;pþac;muxnUvm:akplitlplmYynikçitþsBaØa
- Trade name: eQµaHeBjrbs;GgÁPaBEdleRbIkñúgpøÚvc,ab; ¬eQµaHyIeha ¦.
102
CaTUeTAplitplmYyminGacbMeBjTIpSareKaledA nignaM[sMerc)annUveKal
edATUeTA rbs;GgÁPaBedayKµankMNt;eT karlubplitpl KWCadmmeNIrkar
énkarlubplitplmYyecjBIplitplcmruHenAeBlEdlvaElgbMeBjesckþI
RtUvkarGtifiCn)anRKb;RKan; plitplEdlcuHGn;fy kat;bnßyR)ak;cMeNjrbs;GgÁPaB ehIyeFVI[xSt;FnFanEdlKYEtRtUveRbI
CMnYs[karEkéxplitpldéT rIGPivDÆn¾plitplfµImYyeTot cugbBa¢b;enA
eBlEdlplitplElgbMeBjesckþIRtUvkarrbs;GtifiCnTaMgRsugehIy
vaGaceFVI[GtifiCnmanGarmµN¾minl¥eTAelIplitplepSgeTotrbs;Rkunh‘un .
103
3>1-lkçN³énesvakmµ ( the nature of services )
-esvakmµKWCaplitplGrUbiyEdlTak;TgnwgGMeBIkarsMEdg rWkarRbwgERbgEdlminGac
mankmµsiTæCarUbsaRsþ . - esvakmµKWCaskmµPaBesdækic©EdlbegáIttMél nig pþl;plRbeyaCn¾cMeBaHGtifiCnenA
kñúgeBlevla nig TIkEnøgCak;lak;mYy.
104
105
Type of Market>Consumer>Business
Degree of labor-Intensiveness.People-based
.Equipment-based
Degree of customer contact. High contact. Low contact
Skill of the service provider.professional
.Nonprofessional
Goal of the service provider.profit
.Nonprofit
Repairs, Child care, lawn careConsulting, janitorial services, temporary workers
Repairs, Education, haircutsTelecommunications, health spas, public transportation,
Health care, hotels, air travelTax preparation, dry-cleaning, public transportation
Legal counsel, health care, accounting servicesDomestic services, dry cleaning, public transportation
Financial services, insurance, health careHealth care, education, government
Category Examples
lkçN³énbNþajEckcay bNþajEckcay KwRkuménbuKÁl rwGgÁPaBEdlEdlcrnþénplitpl
eTAGñkeRbIR)as; karpþl;eGayGtifiCnnUvkareBjcitþ KwCakMlaMgdl;xøaMgkøaenABIeRkayBIkar
sMerccitþelIbNþajEckcayesckþIRtUvkarnig ‘\riyabfrbs;GñkTijCacMNucd¾sMxan;rbs;
smaCikbNþaj tYnaTIsMxan;rbs;bNþajEbgEck KW eFVI[plitplGacrk)an enAeBlevla
TIkEnøg nig brimaNmYyRtwmRtUv.
106
1 begáItplRbeyaCn¾ 2 sRmbsRmYlRbsiTæPaBénkaredaHdUr 3 kat;bnßyPaBminRsbKña 4 kMNt;sþg;daGnþr³kar 5 pþl;esvakmµdl;GtifiCn
107
A B C D
108
producer producer producer producer
consumers Consumers ConsumersConsumers
RetailersRetailers
wholesalers
Retailers
Wholesalers
Agent forbrokers
A B C D
109
producers producers producers producers
Industrialbuyers
Industrialdistributors
Industrialbuyers
Agents
Industrialbuyers
Agents
Industrialdistributors
Industrialbuyers
karlk;dMu ( wholesaling)
karlk;dMu rYmbBa©Úlral;GnþrkarIEdlGñkTijmanbMNgedIm,IeRbIplitplsMrab;lk;bnþr
sMrab;plitplepSg²eTot rWsMrab;eRbIR)as;kñúgRbtibtþikarGaCIvkmµTUeTA .
110
111
Wholesale management Planning, organizing, staffing, and controlling, Wholesaling operation
Negotiating With Suppliers Serving as the purchasing agent for Customers by Negotiating supplies
Promotion Providing a sales fore, advertising Sal promotion, and publicity
Warehousing and product handling Receiving, storing and stock keeping order processing packaging
Transportation Arranging and marking local and long-distance shipments
Inventory control and data process Controlling Physical inventory, bookkeeping recording transactions
Security Safeguarding merchandise
Pricing Developing price and provide price quotation
Activity Description
Financing and Budgeting Extending credit borrowing making capital investments and forecasting cash flow
Management and marketing Supplying Information about markets and products and providing Assistance to clients Advisory services to assist customers in their sales efforts
GñkTIpSarsgát;Fn;elIéføCabBað ¬edImerOg¦ nigRbECg rWvayRbharéførbs;KY
kñúgkareFVIm:aXItFIg GñkplitfñaMd¾éTeToteFVIkarRbKYtRbECgelImUldæanéfø
edIm,IeFVIkarRbkYtRbECgelImUldæaneGaymanRbsiTæiPaBRkumh‘unKYrEtCaGñk
plitpliplEdlmanéføedImRbsinebIRkumh‘unplitéføedImTabCageK bMput
KWRkumh‘unEdl)anR)ak;cMeNjeRcInbMput Rkumh‘unEdlepþatelIéføTabEdl
CaFatud¾sMxan;enAkñúgm:aXItFIgcMruHeTarTn;eTArkkarplitplEdlplitpl
Edlmansþg;da ¬bTdæan¦ Gñklk;EdleFVIkarelIéføGacpøas;bþÚréføCajwkjab;
enAeBlKYrRbKYtRbECgpøas;bþÚréfø .
112
esvakmµKuNPaBplitpl karpSBVpSay karvicx©b; rWktþaepSg²eTotedIm,IEjk
¬edIm,IeGayeXIjxusKña¦ plitplrbs;xøÜnBIm:ak;EdlRbECg dUecñHkarRbECg
minEmnéfø KWRkumh‘unGacbegáItÉktalk;énm:ak;rbs;xøÜn ebIsinCaGtifiCncUl
Citþm:ak;ktþaminEmnéfø BYkeKGacmingayRsYsRtUv)anTak;TajedayRkumh‘un
nigm:ak;RbECgeLIg .
113
dUc)anbBa¢ak;enAkñúgCMBYkTI7 karGPivZÆn¾plitplmYyGacCadMeNIrkarEdlyUrGEgVg
vaRtUvkareBlevlaedIm,IeFVIEpnkar pSBVpSay nigENnaMBIplRbeyaCn¾ karEbgEckCaFmµta
TamTarkarebþCJacitþry³eBlEvgcMeBaHGñklk;¬Eckcay¦EdlnwgRbKl;plitplCajwkjab;
éføRKan;EtCaGVIEdlGñkTIpSarGacpøas;bþÚry:agelOnedIm,IeqøIytbeTAnwgkarpøas;bþÚrtMrUvkar rW
eTA nig skmµPaBrbs;KYRbKYtRbECgb:ueNÑaH y:agNak¾eday enAeRkamkal³Cak;lak;PaB
ERbRbYléføGacnminR)akdfaminGacbt;Ebn)anenaHeT .
114
Profits= totalRevenues-T0talcosts Profits=(prices×Quantities sold) -Totalcosts
115
Promotion means communicating with individuals, Groups, or organization to directly or indirectly facilitate Exchanges by informing and persuading one or more audiences to accept an organization‘s products A variety of organizations spend considerable resources on promotion for Example, Rock Against
116
Organization employs popular rock musicians to communicate antitrades message to teenagers and young marketers indirectly facilitate exchange by focusing information a bout company activities and products on interest groups ( such as environmental and consumer groups) current and potential
117
And society in general marketer also sponsor special events, often leading
to new coverage and positive promotion of an
organization and its brands, from this wider perspective, promotion plays a comprehensive role, some promotion activities, such as
publicity and public relations help a company justify its existence and
maintain positive healthy relationship
118
In the marketing environment Although companies can direct aSingle type of communication suchAs an advertisement toward numerous audiences, marketer often design a communication precisely for a specific target market A firm frequently communicates several
different messages .
119
What is adverting and relationship process? communication can be viewed as the transmission of information. For communication to take place, both the sender and receiver of information must share some
common ground they must share a common understanding of the symbols, words and pictures used toTransmit information however, communication has
not taken place because few of you understand the intended message thus we define communication as a sharing of meaning
120
Information aBout customersAnd marketing
Environment forces
organization promotion
What is objectives of promotion? promotional objectives differ consider ably from one organization to another and within organization over time large organization with multiple promotional programs operating simul taneously may have quite varied promotional objective
121
SourceMedium of
transmissionReceiver oraudience
Codedmessage
Decodedmessage
FeedbackNoise Noise
122