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MARKETING MANAGEMENT

This is a research report on MARKETING MANAGEMENT uploaded by Ayesha Shaikh in category: All Documents »  Marketing »  Marketing Management section of our research repository.
3360 views, 0 comments, Last Update: May 10, 2015.
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Tags: Market segmentation , Product life cycle , Marketing Environment , Strategic Marketing Planning , Marketing: An Introduction , Targeting and Positioning , Promotion: Communication with a Purpose
Description:
Most of the people define marketing as selling or advertising. It is true that these are
parts of the marketing. But marketing is much more than advertising and selling. In
fact marketing comprises of a number of activities which are interlinked and the decision
in one area affects the decision in other areas.
To illustrate the number of activities that are included in marketing, think about all the
bicycles being peddled with varying degree of energy by bicycle riders in India. Most
bicycle are intended to do the same thing—get the rider from one place to another. But
a bicyclist can choose from a wide assortment of models. They are designed in different
sizes, with different frames for men and women and with or without gears. Trekking
cycles have large knobby tyres, and the tyres of racing cycles are narrow. Kids want
more wheels to make balancing easier; clowns want only one wheel, to make balancing
more interesting.
The variety of styles and features complicates the production and sale of bicycles. The
following list shows some of the many things a firm like Atlas Cycles or Hero Cycles
should do before and after it decides to produce a bicycle.



 

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