SCOPE AND FUNCTIONS OF MARKETING
The scope of marketing can be understood in terms of functions that a marketing manager/director/department performs. In most of the business enterprises, marketing department is set up under supervision of the Marketing Manager. The major purpose of this department is to generate revenue for the business by selling want satisfying goods and services to the customers. In order to achieve this purpose, the Marketing Manager performs the following functions:
(i) Marketing research.
(ii) Product planning and development.
(iii) Buying and assembling.
(iv) Selling.
(v) Standardization, grading and branding.
(vi) Packaging.
(vii) Storage.
(viii) Transportation.
ix) Salesmanship.
xi Advertising
x: Pricing.
Xii Financing.
xiii Insurance.
The functions of marketing may be classified into four categories as in the following
FUNCTIONS OF RESEARCH
Marketing Research
1: means the intelligence service of the organization. Marketing research in analyzing the buyer’s habits, relative popularity of a product, effect of advertisement media, etc. Its major task is to provide the markets .manager with timely and accurate information so that better decisions can. idea. The scope of marketing research is very wide. It may cover all the
business which have bearing on the marketing function. In the words w J. Stanton, “Marketing research is the systematic search for and analysis I related to a marketing problem. Its emphasis is shifting from fact information gathering activity to a problem solving and action recommend function”.
Product Planning and Development
A product is something which is offered by a business firm to customers to their needs. It has great importance in all other areas of marketing element. For instance, marketing research is mainly directed towards sizing the needs of the customers and increasing the sale of the product; storage and transportation activities depend upon the nature of the :Act. Therefore, it is necessary to plan and develop products which meet specifications of the customers. Products are the foundation of any marl sag programmed. The success of marketing department depends upon the zee of the product offered to the customers. The product must be so :.need and developed that it meets the requirements of the customers. Product planning and development involves a number of decisions, What to manufacture or buy? How to have its packaging? How to fix and how to sell it ? The design, quality, colors, size, and othe of the product can be determined by conducting marketing research. product department will be guided by the requirement of the users.
