1. 2 -niymn½ytamebbsgÁm³ m:axitfigkwcadmenirkarsgÁmedlbuk Ál b£rkumttyl)annuv...

2

-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

yuKsm½y plitkmµyuKsm½yénkarlk;yuKsm½ym:aXItFIg

4

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.

6

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


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)

9

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;.


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.

12

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)

13

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.

14

Present products New productsPresent markets Market product penetration development

New markets Market development Diversification

15

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.

16

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

17

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)

18

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.

20

Rkumh‘unnImYy² RtUvbMElg r)aykarN¾B½t¾manTUeTAénGaCIvkmµrbs;xøÜn [

eTACaeKaledA rbs;Rkumh‘un².CakarBitNas;ras;eKaledATaMgGs;eyIgRtUv

xitxMedIm,IeFVI[sMerc)aneCaKC½y ehIyGacvaytMélelIkarGnuvtþn¾)an.

21

Bakü ‘Swot’

KWCaBaküEdleKeRbIR)as;sMrab;ykmkBiBN’na nig vaytMél

cMnuNxøaMg cMNucexSayenAkñúgRkumh‘un.

22

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.

23

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.

25

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.

26

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; .

27

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?

28

Marketing Mix

29

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 .

30

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 .

31

-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 )

32

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 .

33

karviPaKsßanPaB KwmanRbeyaCn¾enAeBlEdlGñkRKb;RKgm:aXItFigeCOfa

bBaaðBitR)akd)ancab;epþImPøam. vaKWCakarsikSaminpøUvkarmYyEdlCaB½t¾man

Gacrk)anTak;TgeTAnwgtMbn;én bBaaðnimYy² karviPaKdUecñHGacCYykMNt;

bBaða nig bBa¢ak;nUvGVIEdlCaB½t’manbEnßm .

34

Gñkm:aXItFigRsavRCavTinñn½y BIrRbePT³-Tinñn½yEdlmanRsab; (Secondary data )

-Tinñn½ybzm (Primary data )

35

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 .

36

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 .

37

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 .

38

nig manGMNacedIm,ITij plitplenaH CaTUeTA TIpSarKwCaRkuménGtifiCn

skáanuBlmantMrUvkar Rbhak;RbEhlKña ehIymanqnÞ³edIm,IeFVIkaredaHdUrGVI

mYyedaytMéledIm,IbMeBjesckþIRtUvkarepSg² .

39

nig manGMNacedIm,ITij plitplenaH CaTUeTA TIpSarKwCaRkuménGtifiCn

skáanuBlmantMrUvkar Rbhak;RbEhlKña ehIymanqnÞ³edIm,IeFVIkaredaHdUrGVI

mYyedaytMéledIm,IbMeBjesckþIRtUvkarepSg² .

40

1-RbePTmUldæanénTIpSar (Basic Types of market

41

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

[email protected] 46

kareRCIserIsTIpSareKaledARtUv)anEckecjCa 5CMhan³

1-kMNt;yuTæsaRsþeKaledAEdlsmRsb 2-yuTæsaRsþminkat;cMENk³ KWyuTæsaRsþEdlGgÁPaBkMNt;ykTIpSarTaMgmYlsMrab;

plitplBiessmYyCaTIpSareKaledA nigbegáItm:aXItFIgcMruHEtmYyGnuvtþenAelI

TIpSarenaH. 3-yuTæsaRsþÉkcMENk³ KWCayuTæsaRsþ EdlGgÁPaBkMNt;ykcMENkTIpSarEtmYy

edayeRbIR)as;m:aXIFIgcMruHEtmYy.


organization

48

organization

4p’s

4p’s

4p”s

4p”s

AAAAAAAAAAAA

AAAABBBBCCCC

AAAABBBBCCCC

organization


-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 lkçxNÐ½TUtTat;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 ):

lkçxNÐ½énkarlk;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

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