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The following information is to be PROVIDED ON THE LABEL IN ANY FORM:

Name of the product: Kale Kesh

Name of the manufacturer/Future Oils Ltd.

Address of the manufacturer/54, Chandni Chowk

Net weight when packed/100 ml

Manufacturing date/20^th July 2015

Expiry date/20th December 2016

Maximum retail price (MRP)/40

Batch number/D 1567

Directions for use/For best results, massage with luke warm oil.

Role of Publicity:

• The most reliable
• Not to pay anything
• At times publicity includes task of public relations
• Mass communication with reliability and
• It is helpful to sellers and distributors.

Public relations is a group of activities that are designed or presented in such a way that it creates and maintains good impression of the company towards different parties involved with it. It takes care of all the co-partners and related classes.

• The main objective of Public relation is to maintain suitable relations and develop relations with co-partners and related classes of business unit.
• Public relation includes giving news about the company in the newspaper, publishing of the speech of the director of the company, planning seminar, workshops, competitions or sports activities, circulating news letter of the company, promoting public welfare activities and planning social or cultural programmes, etc.

Role / Functions of Public Relation:

• Maintaining good relation with audio visual media,
• New product introduction,
• Company’s news and employees achievements to be published,
• Giving director’s speech in different media,
• Taking part and organizing social and cultural programmes and
• Public interest activities to be undertaken.

(a) Marketing Mix

Marketing Mix is the combination of variables chosen by a firm to prepare its market offering.

                                            Or

Marketing mix refers to a combination of four components which constitute the core of a company’s marketing efforts.

(b) Various elements of this concept are:

(i) Product

(ii) Price

(iii) Place

(iv) Promotion

(c) Values that the company wants to communicate to the society are:

(i) Development of rural areas

(ii) Creating job opportunities

(iii) Concern for the society.

(a) Branding 

(b) Branding: 

The process of giving a name or a sign or a symbol, etc. to a product is called branding. 

Advantages of branding Refer Section Branding :

The process of giving a name or a sign or a symbol, etc. to a product is called branding. Terms related with branding 

(1) Brand :

A brand is a name, term, sign, symbol, design or some combination of them, used to identify the products of one seller or group of sellers and to differentiate them from those of the competitors.

(2) Brand Name: 

That part of a brand, which can be vocalized i.e. can be spoken is called a brand name, e.g. Asian Paints, Maggie, Lifebuoy, Dunlop, etc.

(3) Brand Mark:

A brand mark is that part of a brand which can be recognized but cannot be vocalized, i. e. non utter able. It appears in the form of a symbol, design or distinct colour scheme.

For example: Girl’of Amul

(4) Trade Mark : 

A brand or part of a brand that is given legal protection against its use by other firms is called trade mark. The firm which got its brand registered with the government, gets the exclusive right for its use.-

Advantages of branding 

(1) Advantages to the Firm 

(1) Branding helps a firm in distinguishing its product from that of its competitors.

(2) It helps in advertising and display Programmes. 

(3) Branding enables a firm to charge competitive price for its products than that charged by its competitors. 

(4) It helps in Introduction of new product in the market. 

(2) Advantages to Customers 

(1) Branding helps the customers in identifying the products. 

(2) Branding ensures a particular level of quality of the product. 

(3) Some brands become status symbols because of their quality It creates a feeling of proud and satisfaction in the consumers.

(a) Advertising:

Advertising may be defined as “any paid form of non personal presentation and pro-motion of ideas, goods or service of an identified sponsor”. 

(b) Merits of Advertising

Merits of Advertising 

1. Advantages to Manufacturers and Traders

(1) Advertising helps in introducing new products. 

(2) It stimulates the consumers to purchase the new products.

(3) Advertisement helps to increase the sales of new and existing products. 

(4) It helps to increase the goodwill of the rm.

(5) It helps to face the competition in the market. 

(6) It increases profit of the firm through large sales.

2. Advantages to Consumers 

(1) It helps the consumers to know about the various products and their prices. 

(2) Consumers can purchase the better products easily. 

(3) It helps in maintaining high standard of living. 

(4) It educates the consumers about the various uses of products.

3. Advantages to the Society 

(1) Advertisement helps to create more employment opportunities. 

(2) It provides an important source of income to the press, radio, T.V., etc. 

(3) It is a source of encouragement to artists.

(4) It plays an important role in economic development of the country. 

(5) It reduces number of middlemen and consumers get quality products at lower cost.

Disadvantages / Objections to Advertising

(1) Advertisement encourages consumers to buy unwanted goods.

(2) Most of the advertisements are misleading. 

(3) Advertisement may lead to monopoly of a brand. 

(4) Advertisement is a costly affair. So, ultimately it increases the price of the product. 

(5) Advertisement persuades people to purchase even the inferior products. 

(6) It undermines social and ethical values.

(a) Promotional Mix 

(b) Personal Selling] 

(c) (i) Flexibility (ii) Direct feedback (iii) Minimum wastage 

(d) (i) Satisfaction (ii) Reactions

Correct option is a) Both are correct and (R) is the correct explanation of (A)

Expenditure on advertisement is not waste but profitable investment because it increases sales and profits for many years

• Curtains 
• Shirts 
• Cosmetics 
• Travelling bags 
• Handbags.

(a) Public Relations

Public Relations refer to a variety of programmes to promote and protect a company's image or its products in the eyes of the public.

(b) Role of Public Relations:

(i) Press Relations.

(ii) Product Publicity.

(iii) Corporate Communication.

(iv) Lobbying.

(v) Counselling.

(vi) Smooth functioning of business.

(vii) Image building.

(viii) Launching new products.

(ix) Facing adverse publicity.

(x) Supplementing advertising.

(xi) Satisfying interest of different public groups.

(xii) Building awareness

(xiii) Building credibility.

(xiv) Stimulating sales force.

(xv) Lowering promotion costs

(a) Place/Physical Distribution: The physical handling and movement of goods from the place of production to the place of distribution is referred to as physical distribution.

(b) Components of physical distribution are:

(i) Order processing: Products flow from the producers to the customers, while orders for products flow in reverse direction i.e., from the customers to the producers.

It is necessary that the products ordered by customers must reach them in time, in right quantity and as per specifications which is ensured by effective physical distribution.

(ii) Transportation: Products reaches to the consumers scattered all around through transportation.

It makes goods available in the market, without which goods cannot be sold.

(iii) Warehousing: There is a time lag between production and sales of goods. Warehousing helps in stabilizing prices by checking fluctuations. It also facilitates regular and even supply of products throughout the country and throughout the year.

(iv) Inventory control: High level of inventory leads to high cost because more capital, and stock, is tied up in the business. Hence, an optimum level of inventory needs to be maintained through a good inventory control system.

Correct option is (c) Marketing concept

The following information about the senior citizens should be collected

• Age of the senior citizen 
• Their source of income 
• Medical background. 
• Present working status

There are various sources of collecting the above information – personal visits, questionnaires, medical reports from nursing homes, doctors, clinics etc.

The marketing Philosopy in this case is 'Product Concept'.

The firms following this concept believe that by producing superior products and improving their features overtime, they would be able to attract more customers. The underlying assumption is that customer favours product quality, performance, innovative features, etc. Under the product concept, superior products are always welcomed by the customers. But product is only one element of the total marketing mix. A better product at higher price might disturb the customer budget and so he may compromise with the lower quality products.

Price is an element of marketing mix which refers to all important decisions relating to the fixation of the price of a product. Some factors that must be taken into consideration are:

(i) Production cost: The price should recover all costs viz. fixed costs, variable costs and semi- variable costs apart from obviously including a fair return for undertaking the marketing effort and risk.

(ii) Utility and demand: While determining the price of any product, the utility provided by it and the intensity of demand should not be ignored. If a buyer is satisfied that the given product meets his/ her requirement, he would also be ready to pay the cost and reasonable margin to the producer.

(iii) Extent of competition in the market: In case of monopoly, a firm can enjoy complete freedom in fixing prices. However, if it is facing competition, it should consider the prices charged by the competitors also.

(iv) Government and legal regulations: Government plays an important role in regulating the prices. For example, Life Saving Drugs, etc.

(v) Pricing objectives: Pricing objectives should be in accordance with the company objectives. Also, company’s objectives should be clear enough. In addition to profit maximization, pricing objectives may include (i) Obtaining market share leadership (ii) Surviving in a competitive market.

(vi) Marketing methods used: Pricing of products also gets affected by the elements of marketing such as amount spent on advertisement, type of packaging, discounting policies, credit or finance facilities etc.

Packaging performs the function of decorating the product; it protects the product and makes it attractive. It can also be used for advertising.

Brand is a name, letter, term, symbol, mark, or design or a combination of these, intended to identify the goods or services

Price refers to the value paid by the consumer for the physical, economic, social and psychological satisfaction received from the product; which is generally depicted in the form of money.

Distribution refers to an arrangement of making the final product available at a place where it is required, when it is required and in whatever quantity it is required. The distribution system is designed on the basis of type of the product, number of consumers and geographical area. In this function handling and storage of the product are included.

To inform the people about the introduction of the new product/service in the market.

Wholesaler & retailer

Cost of the product

Gathering and analyzing market information

Factors Affecting Pricing:

1. Production Cost
2. Demand for the Product
3. Competition in the Market
4. Government and Legal Controls
5. Price Determination on the basis of Objectives:
   • Maximum Profit
   • To Acquire Dominant Position in the Market
   • To Sustain Competition
6. Economic Condition and
7. Buying behaviour.

Advertising is non-personal presentation of information as advertiser and consumer do not come into personal contact.

Yes, we agree that 'Personal selling is a powerful tool for a business organisation.'

Importance to Businessmen: Personal selling is important for a businessmen because of the following reasons:

(i) Effective promotional tool: Personal selling is an effective promotional tool as it increases the possibility of sales by influencing the consumer about the qualities, features and merits of a product.

(ii) Consumer's attention: In personal selling, it is easy to achieve consumer's attention as there is a direct contact with the customers, which helps a sales person in successfully completing the sale.

(iii) Link with customers: In personal selling, sales person helps to link business with its customers by performing three different roles: persuasive role, service role and informative role.

Importance to the society: The benefits of personal selling to the society are as follows:

(i) Converts the latent demand: Personal selling helps in converting the latent demand into an effective demand. Effective demand raises the production, which results in more jobs, more incomes and more products and services. In this way, personal selling brings economic growth.

(ii) Career opportunities: Personal selling provides attractive opportunities for the career advancement and job satisfaction. It also provides security, respect and independence to the young generation.

(iii) Product standardisation: Personal selling encourages product standardisation and brings uniformity in consumption pattern in a diverse society.

Publicity is a form of non-personal presentation of goods, services or ideas done through public media; which is free of charge. Therein information is given about the business unit or product.

(a) It creates demand and

(b) Enables large scale production

Correct option is (c) Public relation

 As public relations activities focus on social welfare

The right answer Product Mix.

This concept stresses not only on the consumer satisfaction but also gives importance to Consumer Welfare/Societal Welfare. This concept is almost a step further than the marketing concept. Under this concept, it is believed that mere satisfaction of the consumers would not help and the welfare of the whole society has to be kept in mind.

The societal concept of marketing means an extension of marketing concept. Apart from the consumer satisfaction, it pays attention to the social, ethical and ecological aspects of marketing.

Product Concept: The product concept implies that consumers favour those products that offer the superior quality, performance and features. Managers also believe that consumers appreciate quality, features and shall be willing to pay higher price for the good quality of the product & service made available to them. Those companies which believe in product concept, concentrate on product and its improvement.

The societal marketing concept holds that the organisation's task is to determine the needs, wants and interests of the target markets and to deliver the desired satisfaction more effectively and efficiently than competitors in a way that preserves and enhances the consumers and society's well being.

(i) Production Concept.

(ii) (a) Main Focus: This concept emphasises on quantity of the product.

(b) Means: Availability and affordability of the product is considered as the means to success under the production concept.

Ends: It is believed that profits can be maximised by reducing the production cost through the mass production.

It is an important part of marketing mix. It handles function of informing the consumers about the product, raising attraction among consumers about the product and converting tentative consumer into real consumer. In promotion mix advertisement, personal selling, sales promotion and publicity are included.

It refers to sell the goods directly to the consumers by the manufacturer without involving any intermediary.

It refers to that path through which products reach consumers.

It means that packaging is used to attract attention which makes possible the promotion of products.

Channels of Distribution:

• Direct Sales and
• Indirect Sale-Sale by Mediator.

Direct Sale: 

The producer himself supplies the product to the buyer.

Indirect Sale / Sale by Mediator: 

Indirect sale refers to the distribution system where in the producer supplies the product through one or more intermediates. It is called sale by Intermediates or Indirect Sale.

• single Level Distribution System: In this distribution system retailer is the only mediator between producer and the consumer.
• Double Level Distribution System: In this type of distribution system there are two intermediates; wholesaler and retailer between producer and consumer.
• Three Level Distribution System: In this type of distribution system there are three intermediates; agent, wholesaler and retailer between producer and consumer.

Public Relations

Public Relations refer to a variety of programmes to promote and protect a company's image or its products in the eyes of the public.

Correct option is (B) Increasing the sales

No, advertising is not a ‘dialogue’ but it is a ‘monologue’.

i. Shopping consumers lesser time as branded products can be easily identified.

ii. The quality of branded product undoubtedly is better.

iii. Prices of branded products are fixed by the companies themselves and there are no frequent changes.

i. It helps in advertising in easier way.

ii. It establishes the permanent identity of the product.

Price is an element of marketing mix which refers to all important decisions relating to the fixation of the price of a product. Some factors that must be taken into consideration are:

(i) Production cost: The price should recover all costs viz. fixed costs, variable costs and semi- variable costs apart from obviously including a fair return for undertaking the marketing effort and risk.

(ii) Utility and demand: While determining the price of any product, the utility provided by it and the intensity of demand should not be ignored. If a buyer is satisfied that the given product meets his/ her requirement, he would also be ready to pay the cost and reasonable margin to the producer.

(iii) Extent of competition in the market: In case of monopoly, a firm can enjoy complete freedom in fixing prices. However, if it is facing competition, it should consider the prices charged by the competitors also.

(iv) Government and legal regulations: Government plays an important role in regulating the prices. For example, Life Saving Drugs, etc.

(v) Pricing objectives: Pricing objectives should be in accordance with the company objectives. Also, company’s objectives should be clear enough. In addition to profit maximization, pricing objectives may include (i) Obtaining market share leadership (ii) Surviving in a competitive market.

(vi) Marketing methods used: Pricing of products also gets affected by the elements of marketing such as amount spent on advertisement, type of packaging, discounting policies, credit or finance facilities etc.

Speciality products

Marketing: 

Marketing may be defined as all activities that are facilitating the movement of goods and services from producer to the ultimate consumer.