A marketer cannot superimpose a sophisticated marketing strategy on an underdeveloped economy. Marketing efforts must be keyed to each situation custom tailored for each set of circumstances. A promotional program for a population that is 50 percent illiterate is vastly different from a program for a population that is 95 percent literate. Market poses different problems from pricing in an affluent society. An efficient marketing program is one that provides for optimum utility given a specific set of circumstances. In evaluating the potential in developing country, the marketer must take an assessment of the existing level of market development and receptiveness within the country.
15th April 2010 From India , Mumbai
Marketing has acquired an important place for the economic development of the whole country. It has also become a necessity for attaining the object of social welfare.
As a result of it, marketing is considered to be the most important activity in a business enterprise while at the early stage of development it was considered to be the last activity. For convenience, the importance of marketing may be explained as under:
i) Delivery of standard of living to the society:
A society is a mixture of diverse people with diverse tastes and preferences. Modern marketing always aims for customer satisfaction. So, main liability of marketing is to produce goods and services for the society according to their needs and tastes at reasonable price.
ii) Decrease in distribution cost:
Second important liability of marketing is control the cost of distribution. Through effective marketing the companies can reduce their distribution costs to a great extent. Decrease in cost of distribution directly affects the prices of products because the cost of distribution is an important part of the total price of the product.
iii) Increasing employment opportunities:
Marketing comprises of advertising, sales, distribution, branding and many more activities. So the development of marketing automatically gives rise to a need for people to work in several areas of marketing. Thus the employment opportunities are born. Also successful operation marketing activities requires the services of different enterprises and organisation such as wholesalers, retailers, transportation, storage, finance, insurance and advertising. These services provide employment to a number of people.
iv) Protection against business slump:
Business slump cause unemployment, slackness in the success of business and great loss to economy. Marketing helps in protecting society against all these problems.
v) Increase in national income:
Successful operation of marketing activities creates, maintains and increases the demand for goods and services in society. To meet this increased demand the companies need to increase the level of production in turn raising their income. This increase, in turn, increases the national income. Further effective marketing leads to exports adding to the national income. This is beneficial to the whole society.
24th September 2019 From India,
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