Principles and Practice of Marketing Assignment

INTERNAL ASSIGNMENT
UNIVERSITY OF LUCKNOW
DEPARTMENT/FACULTY: - COMMERCE
CLASS B.COM (SF) 3rd SEMESTER

PAPER NAME: - PRINCIPLES AND PRACTICE OF
MARKETING
SESSION: - 2020-21
SERIAL NO: - 14
SUBMITTED TO SUBMITTED BY
DR. INA MAURYA ASHPREET SINGH
ROLL NO: - 190012015417
ACKNOWLEDGEMENT
I would like to express my special thanks of

gratitude to my teacher Dr. Ina Maurya ma’am,
who gave me the golden opportunity to do this
wonderful project of Principles and Practice of
Marketing, who also helped in completing my
project. I came to know about so many new things
I am really thankful to them.
Secondly, I would also like to thank my parents
and friends who helped me a lot in finalizing this
project within the limited time frame.
SECTION A
EXPLAIN THE CONCEPT OF

PROMOTION. ALSO DEFINE THE
VARIOUS METHODS USED BY
THE MANUFACTURER FOR
PROMOTION OF THE PRODUCT.
PROMOTION
Promotion refers to the entire set of activities, which

communicate the product, brand or service to the user.
The idea is to make people aware, attract and induce to
buy the product, in preference over others. It also helps
to improve the public image of a company. This method of
marketing may also create interest in the minds of buyers
and can generate loyal customers.
It is one of the basic elements of the market mix, which
includes the four P’s: Price, Product, Promotion, and
Place. It is also one of the elements in the promotional
mix or promotional mix or promotional plan. These
are personal selling, advertising, sales promotion, and
direct marketing publicity and may
include event marketing, exhibitions, and trade shows.
VARIOUS METHODS USED BY THE

MANUFACTURER TO PROMOTE A
PRODUCT:
1) Advertising: Advertising means to advertise a
product, service or a company with the help of
television, radio or social media. It helps in spreading
awareness about the company, product or
service. Advertising is communicated through
various mass media, including traditional media such
as newspapers, magazines, television, radio, outdoor
advertising or direct mail; and new media such
as search results, blogs, social media, websites or
text messages. It is expensive and requires a huge
budget.
2) Direct Marketing: Direct marketing is a form

of advertising where organizations or manufacturers
communicate directly to customers through a variety
of media including cell phone text messaging, email,
websites, database marketing, fliers, catalogue
distribution, promotional letters and targeted
television, newspaper and magazine advertisements
as well as outdoor advertising.
3) Sales Promotion: Sales promotion is the process

of persuading a potential customer to buy the
product. This may include discount on bulk
purchase, payment on instalments, discount
coupons, festive discount, etc.
4) Personal Selling: The sale of a product depends on
the selling of a product. Personal Selling is a method
where companies send their agents to the consumer
to sell the products personally. Here, the feedback is
immediate and they build a trust with the customer
which is very important.
5) Public Relation: Public relation or PR is the practice

of managing the spread of information between an
individual or an organization and the public. A
successful PR campaign can be beneficial to the
brand of the organization.
SECTION B
WHAT IS THE ROLE OF

DISTRIBUTION CHANNELS IN
THE MARKETING OF A PRODUCT?
DISTRIBUTION CHANNELS
A distribution channel, in simple terms, is the flow that a

good or service follows from production or
manufacturing to the final consumer/buyer. Distribution
channels vary but typically include a producer, a
wholesaler, a retailer, and the end buyer/consumer. A
distribution channel can also provide a sense of how
money flows back from the buyers to the producer or
original point of sale.
TYPES OF DISTRIBUTION
CHANNELS:
Distribution channels can be either direct or indirect.
1) Direct Channel: The direct distribution channel does
not make use of any intermediaries. The
manufacturer or producer sells directly to the end
consumer.
2) Indirect Channel: The indirect distribution channel

makes use of intermediaries in order to bring a
product to market. The three types of indirect
channels are:
a) One Level Channel: The one-level channel
entails a product coming from a producer to a
retailer and then to the end buyer. The retailers
buy the product from the manufacturer and sell it
to the end buyers. The one-level channel is ideal
for manufacturers of furniture, clothing items,
toys, etc.
b) Two Level Channel: Wholesalers generally make

bulk purchases, buy from the producer, and
divide the goods into smaller packages to sell to
retailers. The retailers then sell the goods to the
end buyers. The two-level channel is suitable for
more affordable and long-lasting goods with a
larger target market.
c) Three Level Channel: The three-level channel is

similar to the two-level channel, except the goods
flow from the producer to an agent and then to a
wholesaler. Agents assist with selling the goods
and getting the goods delivered to the market
promptly. The agents normally receive
a commission and are allocated the task of
product distribution in a particular area. The
three-level channel is suitable for goods that are
in high demand and with a target market that
stretches across a country.
ROLE OF INTERNET:
With e-commerce growing tremendously over the
past couple of decades, manufacturers and
producers are now able to use online marketplaces
to sell their goods. The internet is also ideal for
service providers. Examples of online market places
are Amazon, AliExpress, eBay, and Alibaba. Other
internet intermediaries can be delivery services,
such as Uber.
ROLE OF CHANNELS OF
DISTRIBUTION:
1) Enhance Efficiency: The components of
distribution channels enhance the efficiency of the
system. A system of manufacturers directly dealing
with consumers will be less efficient than the
decentralised system involving distribution agents.
2) Smooth Flow of Goods and Services: The
distribution channels smoothen the flow of goods
and services by creating possession, time and
place utilities.
3) Reducing Cost of Transactions: The cost of
transactions is minimised if they are undertaken
regularly. The distribution through intermediates will
be possible if products are standardised. The terms
and conditions of purchase, sale, and payments will
be standardised resulting into increased number of
transactions. Instead of casual transactions, routine
dealings will reduce the cost of marketing.
4) Facilitate Search: The buyers and sellers search
for each other in the market to transact for products
and services. This function is facilitated by
distribution agents. These intermediaries remain in
touch with sellers and buyers, thus facilitate
exchange.
5) Less Stocks of Goods: In the absence of
distribution agents manufacturers are required to
keep large stocks of goods. When middlemen enter
the chain of distribution then stocks are maintained
by large number of intermediaries and it reduces
the burden of producers.
6) Proximity to Consumers: The intermediaries are
more near to the consumers as compared to the
producers. They are in direct touch with the users of
goods and services and understand their reactions
to the supplies. The intermediaries help producers
in knowing the reactions of consumers to the goods
and services brought out by them. This information
is of immense value to producers in planning for
their products.

Principles and Practice of Marketing Assignment

Uploaded by

Copyright:

Available Formats

Principles and Practice of Marketing Assignment

Uploaded by

Document Information

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Principles and Practice of Marketing Assignment

Uploaded by

Copyright:

Available Formats

What are the different methods used by manufacturers for product promotion?

What are the different types of distribution channels discussed?

INTERNAL ASSIGNMENT

CLASS B.COM (SF) 3rd SEMESTER

I would like to express my special thanks of

EXPLAIN THE CONCEPT OF

Promotion refers to the entire set of activities, which

VARIOUS METHODS USED BY THE

2) Direct Marketing: Direct marketing is a form

3) Sales Promotion: Sales promotion is the process

5) Public Relation: Public relation or PR is the practice

WHAT IS THE ROLE OF

A distribution channel, in simple terms, is the flow that a

2) Indirect Channel: The indirect distribution channel

b) Two Level Channel: Wholesalers generally make

c) Three Level Channel: The three-level channel is

You might also like