Introduction
Marketing is the only means for linking the producers (or potential producers) of a product or service with customers. Marketing arises naturally in all capitalist societies, but is not limited to capitalist societies. Its techniques are also applied in politics, religion, personal affairs, and many other aspects of life.
Generally, the term "marketing" refers to the promotion of products, especially advertising and branding. But in professional usage, the term has broader meaning. It can be divided into four categories, often called the four Ps.
Pricing: This refers to the process of setting a price for a product, including discounts.
Product: The product management aspect of marketing deals with the specifications of the actual good or service, and how it relates to the end-user's needs and wants.
Place or Distribution: It refers to how the product gets to the customer; for example, point of sale placement or retailing.
Promotion: This includes advertising, promotion, publicity, and personal selling, and refers to the various methods of promoting the product, brand, or company.
These four elements are often referred to as the marketing mix. In this chapter, we are discussing only about the pricing decisions and distribution problems.
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