Q. Explain the scope of marketing .
Ans. The scope of marketing can be understood in terms of functions that a marketing manager performs. In most of the business enterprises, marketing department is set up under supervision of the marketing manager. The functions of marketing may be classified into four categories as shown in the following figure

A. FUNCTIONS OF RESEARCH :–
A1. Marketing Research :–
It means the intelligence service of organization Marketing research helps in analyzing the buyer’s habit , relative popularity of a product, effectiveness of advertising media , etc. Its major task is to provide the marketing manager with timely and accurate information so that better decision can be made.
A2. Product planning and development :–
A product is something which is offered by a business to customers to satisfy their needs. It has great importance in all other areas of marketing management .The success of marketing depends upon the nature of the product offered to the customers. The product must be so designed and developed that it meets requirement of the customer.
B. FUNCTIONS OF EXCHANGE :–
B1. Buying and Assembling :–
Procurement of raw materials, semi -finished or finished products has gained great importance for the modern industrial and commercial enterprises. The marketing department plays an important role in purchasing material for production or finished goods for resale. It is the marketing department which will supply the information regarding the needs and taste of customer.
Purchasing is different from assembling Assembling means collection of goods already purchased from different sources at a common point . this is also done by marketing department.
B2. Selling :–
This is an important aspect of marketing under which ownership of goods is transferred from the seller to buyer. If sales will not be there than all the marketing activites will go waste. In selling activities marketer has to do different activities such as creating demand, selecting distribution channels, motivating customer to buy the products etc.
C. FUNCTIONS OF PHYSICAL TREATMENT :–
C1. Standardisation, Grading, and Branding :–
Standardisation means setting up of specification of a product. Grades of agriculture products are based on these specifications and standards. Industrial goods are given brand names by their manufactures to convey to the customers that their goods conform to certain well-defined standards. These activities promote the sale of products.
C2. packaging :–
Packaging has become one of the essential services of modern marketing. It acts as a multipurpose arrangement. It gives protection to goods on its route from manufacturer to consumer. Packaging facilitates the sale of a product. It acts as a silent salesman of the manufacturer , particularly at a place where there is widespread use of self-service , automatic vending and other self-selection methods of retail selling.
C3. Storage :–
Goods are generally produced in anticipation of the demand. They are Institute of IT & Management stored in warehouses till they are actually sold in the market. Thus warehousing creates time utility. In addition, modern warehouses perform certain marketing services also such grading, packaging, labeling, etc.
C4. Transportation :–
Modern organizations produce on a large scale to cater to the requirements of customers scattered throughout the country. This calls for transportation of goods from the place of production to the place of consumption .Transportation provides the physical means which facilitate the movement of persons, goods, and services from one place to another Transportation is an important service which is provided by marketing department. Rapid industrialisation and exchange of goods and services
cannot take place unless sufficient facilities for transportation are available.
D.FUNCTIONS FACILITATING EXCHANGE :–
D1. Salesmanship :–
Personal selling is an important method of selling goods. It is widely used in retail marketing. The art of salesmanship has undergone a big change. The attitude of salesman towards the customer and of customer towards the salesman has also changed .Selling has become a science of human relations and an art of getting along with people so effectively that sales resistance may be reduced to minimum.
D2. Advertising :–
Advertising has become an important function of marketing in the competitive world. It helps to spread the message about the product and thus promote its sale. The importance of advertising has increased in the modern era of large scale production and tough competition in the market. Business firm use several media of advertisement to sell their products. These include newspapers, megazines, radio, television, etc.
D3. Pricing :–
Determination of price of a product is an important function of marketing manager. Price of product is influenced by the cost of product and services offered , profit margin desired , prices fixed by the rival firms and government policy. A sound pricing policy is an important factor for selling the products to the customer . The price policy of a firm should be such that it attracts all types of customers of different means.
D4. Financing :–
Financing and marketing functions of a business are interlinked with each other. The marketing department has an important say on policies of the finance department in regard to cash and credit sales .Financing of customer purchasing has become an integral part of modern marketing.
D5. Insurance :–
A large number of risks are involved in exchange of goods and services. Insurance helps to cover these risks it facilitates the smooth exchange of goods by covering risks in storage and transportation- Author Articles
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