Marketing (myanmar version)

#Module-1
▪ Market
▪ Marketing
▪ Marketing Concept
▪ Sales vs Marketing
▪ Marketing 1.0, 2.0, 3.0, 4.0
▪ Marketing Myopia

▪ Market qdkwm bmvJ?
oaps;uGuf qdkwm a&mif;olESifh 0,fol awGUqHkonfUae&m? ta&mif;t0,fjzpfpOf
jzpfonfUae&mudk aps;uGufvdkU ajymedkifonf/
o aps;uGuf twGif; a&mif;ol ? 0,fol ESpfOD; rS rdrdvdktyfonfU t&mrsm;
zvS,fonfU jzpfpOf ae&mukd aps;uGuf [k tvG,f odedkifonf/
▪ Market trsdK;tpm; b,favmuf &Sdoenf;/
o tajccH tm;jzifh aps;uGuf (3) rsdK; awGUedkifonf/
1. Monopoly Market – wpfOD;wnf;rS vuf0g;BuD;tkyfpdk;xm;aom aps;uGuf (
,cif jrefrm qufoG,fa&; vkyfief;)
2. Oligopoly Market – vlwpfpk? tzGJUwpfck rS vuf0g;BuD; tkyfpdk;xm;aom
aps;uGuf ( vuf&Sd vrf;wHwm;? qufoG,fa&; vkyfief;)
3. Perfect Competition Market – vGwfvyfpGm a&mif;csedkifaom?
jydKifqdkifedkifaom aps;uGuf

▪ Marketing qdkwm bmvJ?
rm;uufwif; taBumif; rajymcif pD;yGm;a&; vkyfief; wpfckwGif tajccH atmufyg
tcsufrsm;jzifh -
1/ xkwfvkyfjcif; (odkU) 0,f,ljcif; (Production or Buying)
2/ a&mif;csjcif; (Selling)
3/ pm&if;jyKpkjcif; (Administration) jzifh vkyfief;rsm;udk vnfywfBuonf/
▪ a&mif;csjcif; wGif azmufonf (odkU) pm;oHk;ol onf t"du ta&;BuD;onf/ pm;oHk;ol
vdktyfcsuf ESifh vdkcsifrl rsm;udk jznfUpD;ay;rSom a&mif;csedkifrnf/
▪ ,aeUacwfwGif rdrdypönf;udk pm;oHk;ol udk vG,fvG,f a&mif;csedkifzdkUqdkwm rvG,fulyg/
▪ xdkaBumifh pm;oHk;ol vdkcsifvmatmif? bmawG vdktyfvJ odatmif? 0,fcsifvmatmif?
owdjyKrdvmatmif ponfY vkyfief;pOfrsm; vkyfzdkU vdktyfvmygonf/
▪ xdkodkU pm;oHk;ol (odkU) azmufonfawG 0,f,lzdkUtwGuf vkyfaqmifaom vkyfief;pOfrsm;udk
marketing [k qdkedkifonf/
▪ owdjyK&ef rSm marketing qdkonfrSm aBujimjcif;? vufaqmifay;jcif; wpfckwnf;
r[kwfyg/

▪ Marketing qdkwm bmvJ?
Marketing
Identifying
Anticipating
Supplying
Customer Need
Firm’s Objective
Mutually beneficial
exchange
▪ Company wGif vdkcsifonfU &nfrSef;csuf yef;wdkif jzpfrnfU tjrwf (odkU) atmifjrifrl
wpfckck udk azmfaqmifedkif&rnf/
▪ Customer wGif vdkcsifonf? vdktyfonfU ypönf; (odkU) 0efaqmifrl udk ay;edkifjyD;
▪ Marketing vkyfief;pOfonf ukrÜPD ESifh azmufonf Bum; tjyeftvSef tusdK;&Sdaom
t&mrsm; udk wcsdefwnf;twGif; owfrSwfedkifzdkU? BudKwif arSsmfrSef;edkifzdkU?
axmufyHHUay;edkifzdkU ponftcsufrsm; udk vkyfaqmifay;&onf/

Marketing Concept
1. Production Concept
2. Product Concept
3. Selling Concept
4. Marketing Concept
5. Societal Marketing Concept

▪ Marketing Vs Sales
• Sales & Marketing udk awmfawmf rsm;rsm; a&maxG; Buonf/
• Sales onf a&mif;csjcif; jzpfjyD;? marketing qdkonfrSm pm;oHk;ol 0,f,lvmatmif
? vdkcsifvmatmif vkyfaqmifjcif; jzpfonf/
• Sales onf azmufonf? a&mif;csol tay: tajccHjyD;? a&wdktusdK;udkom
arSsmfrSef;BujyD;? udef;*Pef;? eHygwf? &mcdkfifESKef; rsm;jzifh azmfjyonf? wdkif;wmonf/
• Marketing onf aemufqHk; pm;oHk;ol? oHk;pGJol tay: tajccHjyD; a&&Snf tusdK;udk
arsSmfrSef;jyD;? tpDtpOf wus a&;qGJvkyfaqmif&onf? rSwfwrf;jyKpkjcif;?
pm;oHk;olrsm; wkefUjyefcsufrsm;jzifh azmfjyonf? wdkif;wmonf/
Start point Focus Means End
Sales
Orientation
Factory Existing products Selling +
promoting
Profit through sales volume
Marketing
Orientation
Market Customer needs Integrated
marketing
Profit through customer
satisfaction

▪ Marketing 1.0, 2.0, 3.0, 4.0
rm;uufwif; 1.0
▪ xkwfukefukd A[dkjyK onf rm;uufwif;/
▪ aps;uGuf taetxm; - 0,fvdktm;rsm;? xkwfvkyfol &Sm;? rsm;rsm;xkwf –
rsm;rsm;a&mif;&/
rm;uufwif; 2.0
▪ azmufonf A[kjyK onf rm;uufwif;/
▪ aps;uGuf taetxm; - xkwfukefrsm;? 0,folenf;? azmufonfrS
awmif;qdkrlrsm; ? azmufonf tBudKuf aps;uGuf? aps;ESKef;?
ta&mif;jrSifhwifjcif;rsm; vSKyf&Sm;&/

rm;uufwif; 3.0
▪ (People, Profit, Planet) A[dkjyK onf rm;uufwif;/
▪ xkwfukefaBumifh vlrlywf0efusif; xdcdkufrlr&Sd? pm;oHk;ol BudKufESpfoufjyD;
tusdK;tjrwf jzpfapaom rm;uufwif;/
rm;uufwif; 4.0
▪ 'D*spfw,f enf;ynm owif;tcsuftvufrsm;udk A[kdjyK onf rm;uufwif;/
▪ enf;ynm acwf? owif;tcsuftvufacwf? pm;oHk;olESihf ukrÜPDBum;
jrefqefpGm qufoG,fa&mif;0,fedkifaom taetxm;/
▪ 5’A 1.Aware (od?jrif?Bum;) 2.Appeal (ydkrdkqGJaqmif) 3.Ask (tcsdefra&G; ar;jref;)
4.Act (wHkUjyef) 5.Advocate (tjcm;ol nTef;qdkedkif)
▪ Marketing 1.0, 2.0, 3.0, 4.0

Marketing Myopia
▪ Myopia qdkwm tjrifwdrfwm? a&&Snfudk rjrifwm yg/
▪ Marketer awG[m azmufonfawG&JU vdktyfcsuf eJU vdktifawGudk
wpfcgw&HrSm uGJuGJjym;jym; rodBuygbl;/
▪ wpfcgwpfavrSm azmufonfawG vdkcsifwmu vGefyl r[kwfygbl;?
taygufazmufzdkU t&myg/

#Module-2
▪ Identifying the Customer
▪ Consumer Buying Behaviour
▪ Consumer Delight
▪ Customer Loyalty
▪ Model of Buying Behaviour
▪ The Loyalty Ladder
▪ TQM

tBurf;zsif; tm;jzifh azmufonf trsdK;tpm; (3) rsdK; cJGjcm;edkifonf/
1/ Customer
ukefypönf;? 0efaqmifrl rsm;udk 0,f,laomol
2/ Consumer
aemufqHk; oHk;pGJol (okdU) pm;oHk;ol
3/ Client
Professional service rsm;jzpfonfY 0efaqmifrlrsm;udk 0,f,laomol?
&,lcsifaom ol
(Oyrm/ / a&SUae 0efaqmifrl&,laomol? aq;&Hk;aq;cef; jyool? ...)

▪ b,folawGu rdrdazmufonfawGvJ/
rdrd xkwfukef? 0efaqmifrlrsm;udk oHk;pGJol? 0,f,la&mif;csol rsm;udk
rdrdazmufonf[k ajymedkifonf/
▪ b,ftcsdefrSm 0,f,lBuoenf;/
azmufonfawGonf rdrdwGif jyomemwpfck &SdrSmom tajz&SmwufBuonf/
0,f,lBuonf/ tBurf;zsif; tm;jzifh 0,f,lrl yHkpH eSpfck &Sdonf/
1/ rdrdtwGuf 0,f,ljcif;
2/ wjcm;? olwyg;twGuf 0,f,ljcif;
▪ bmaBumifh 0,f,loenf;/
rdrdtwGuf vdkcsifwm? vdktyfcsuf &SdonfUtcgwGif 0,f,lBuonf/ jyifyrS
&dkufcwfaom tajctaersm;aBumifhvJ 0,f,lwufBuonf/

Consumer Buying Behaviour
▪ Need Recognition Problem Awareness
pm;oHk;olrsm;onf rdrdwGif jyomemwpfck&SdonfUtcg? vdktyfcsuf
&SdvmonfUtcgwGif pwifjyD; rdrdESifh oufqdkifaBumif;udk pwif
owdxm;rdvmonf/
▪ Information Search
xdktcgwGif pwifjyD; rdrdvdktyfonfUtaBumif;t&mESifh ywfoufjyD; pwif
&SmazGjcif;rsm;udk aqmif&Gufvmonf/
▪ Evaluation of Alternatives
rsm;pGmaom ypönf;? trsdK;tpm;rsm;xJrS rdrdESifh udkufnDaom ? vdkufzufaom
t&mudk 0,f,lzdkU pOf;pm;onf/
▪ Purchase
xdka&G;cs,fxm;aom t&mudk 0,f,ljzpfonf/
▪ Post-Purchase Evaluation
xdkk0,f,laom ypönf;rS ay;onfU 0efaqmifrl? t&nftaoG; ? aps;ESKef;
ponfUrsm;udk BudKufESpfoufjyD; xufrSef 0,f,lzdkU qHk;jzwfcsuf csonf/

Consumer Buying Behaviour
Need
Recognition
Information
Search
Evaluation of
Alternatives
Purchase Post Purchase
Evaluation
rdrdwGif &Sdaom
t0wftpm;rsm;udk
&SmazGonf/
yGJwuf&ef
tqifrajy/
xdktcgwGif
yGJwuf&eftwGuf
vdkufzufrnfU
t0wftpm;
0,f&ef
vdktyfvmonf/
t0wftpm;
0,f&eftwGuf
vrf;oGm;&if;jzifh
vnf;aumif;?
tjcm;olrsm;
0wfqifxm;onf
udk vnf;aumif;?
Online wGif
vnf;aumif;
rdrdjzifh
vdkfufzufrnfU
t0wftpm;udk
&SmazG&onf/
rdrd
BudKufESpfoufaom
t0wftpm;udk
awGUonfUtcg
aps;ESKef;?
vdkufzufrl? vSyrl?
ponfU
rdrdvdkcsifonfU
tcsufrsm;ESifh
0,f,l&ef csdefp
onf/
xdkaemuf
rdrdtwGuf
taumif;qHk;
jzpfrnfU
t0wftpm;
wpfpHkudk
0,f,lvdkufonf/
aemufwpfBudrfwGif
t0wftpm;0,f,l
&ef
vdktyfonfUtcg
,cif
0,f,lxm;aom
0efaqmifrl?
aps;ESKef;?
t&nftaoG;rsm;
udk
BudKufESpfoufonf
twGuf xyfrH
0,f,ljzpfonf/
armifarmif onf t&if;ESD;qHk; oli,fcsif; r*Fvmaqmifudk yGJwuf&ef -

Consumer Delight
0,fol?azmufonf r&SdvSsif pD;yGm;a&;qdkwm rjzpfay:vmedkifyg . . .
xkdaBumifh Customer is King! vdkU wifpm;Buonf/
azmufonfrsm;udk tjrJ pdwfauseyfrl ay;edkifatmif
tjrJvkyfaqmifedkifzdkU vdktyfonf/
Customer Satisfaction = Expectation < Experience
azmufonf pdwfauseyfonfqdkwm azmufonf arSsmfvifhxm;aom
t&mxyf rdrd bufrS omvGefpGm 0efaqmifrl? &v'f
ay;edkifonfUtcg pdwfauseyfrl? aysmf&Tifrludk &edkifjyD;/
Customer Satisfaction = Expectation > Experience
rdrdbufrS ay;aom 0efaqmifrlonf azmufonf arSsmfvifhxm;ovdk
jzpfrvmonfUtcgwGif auseyfrl? aysmf&Tifrl qdkonf t&mudk
rzefwD;edkifyg/

Consumer Loyalty
0,fol?azmufonf wdkif;wGif Risk &Sdygonf/ xdk risk u bmvJ qdk&if rdrd ay;vdkufaom
aiGaBu; ESifh wefonfU wefzdk;wpfck udk jyef&csifwm jzpfonf/
“azmufonf opöm &SdzdkU qdkwm vG,fulaom udpö r[kwfyg”
rdrd tay: tjrJ opöm &SdzdkU qdk&if
1/ azmufonf vdktyfcsuf ESifh vdkcsifrl rsm;udk xdxdrdrd &atmif vkyfay;edkifzdkU vdktyfonf/
2/ azmufonf tjrJ pdwfauseyfrl &Sdatmif vkyfaqmifay;zkdU vdktyfonf/
3/ azmufonf udk tjrJ xdef;odrf; xm;edkifzdkU vdktyfonf/
Life Time Value (LTV)
LTV qdkwm rdrdazmufonf u rdrdqDwGif wpfoufvHk; 0,f,ltm;ay;jcif;udk qdkvdkonf/
azmufonfawGu rdrdqDudk wpfcg 0,f,ljyD; aemuf xyfxyf 0,f,ltm;ay;edkifzdkU
vkyfaqmifedkifavav rdrdtwGuf tusdK;&Sdavav jzpfonf/ yHkrSef azmufonfwpfa,mufudk
xdef;odrf;c xuf azmufonf topfudk &SmazG&onfU p&dwfu (8) q ydkrsm;onf/

Model of Buying Behaviour
Buying Behaviour eSifh ywfoufjyD; odxm;oifhonf model wpfck &Sdygonf/ AIDA model vdkU
ac:ygonf/
A= Attention
0,f,lrl jzpfpOf wpfckwdkif;wGif rdrdxkwfukef? ypönf;udk t&ifOD;pGm owdxm;rdatmif
vkyfaqmifzdkUvdktyfygonf/
I = Interest
rdrdxkwfukef ypönf;udk owdxm;rdrS aemufwqifh jzpfonfY pdwf0ifpm;jcif; udk jzpfvmrSm
jzpfonf/
D = Desire
pdwf0ifpm; vmonfUtcg vdkcsifvmonf/ &,lcsifvmonf/
A = Action
xdkaemuf 0,f,lzdkU? &,lzdkU qHk;jzwfcsuf csonfU tqifhudk a&muf&Sdonf/
rdrdypönf;? xkwfukefrsm;udk vltrsm; odatmif vkyfyg? pdwf0ifpm; vmatmif vkyfyg?
vdkcsifvmatmif yg? xkdaemuf vG,fulpGm 0,f,ledkifatmif ? qHk;jzwfedkifatmif vkyfyg/
AIDA model tqifhwdkif;onf pm;oHk;ol 0,f,lrl jzpfpOf wpfck jzpfovdk? aps;uGuf
azmfaqmif&mwGifvnf; vkyfaqmifedkifonfUtqifhrsm; jzpfonf/

Customer Relationship
▪ Customer Relationship qdkwm 0,fol azmufonfawGESifh a&&Snf qufqHa&;jzpfatmif
wnfaqmufay;onfU t&mudk qkdvdkonf/
▪ a&mif;csjyD; vSsif ta&mif;wpfcku rjyD;oGm;yg …a&mif;csjyD;rS pjyD;
vkyfaqmif&onfUt&mawG[m Customer relationship vkyfaqmifjcif;yg/
azmufonfawGESifh qufqHa&; bmaBumifh ,aeUacwfrSm ta&;BuD;vm&wmvJ/
▪ ,aeUacwf pD;yGm;a&;onf jydKifqdkifrl jyif;xefonf? tiftm;BuD;olu tedkif,lwufjyD; ?
0,f,lolrsm; awmif;qdkrlrsm;onfvJ jrifhwufvmonf/
▪ rdrdpD;yGm;a&;wGif tjcm;olESifh rwlnDbJ ay;pGrf;edkifjyD;? azmufonfudk a&&Snf
xdef;xm;edkifrnfU taBumif;tcsufonf azmufonfESifh rdrdBum;u qufqHa&;om
jzpfonf/
azmufonfawGESifh qufqHa&; aumif;rGefzdkU bmawG vkyfaqmifoifhovJ/
▪ wpfOD;ESifhwpfOD; ,HkBunfrl wnfaqmuf&ef
▪ uwd opöm wnfjrJ&ef
▪ qufqHonfU e,fy,f us,fjyefUvmatmif vkyfaqmif&ef?
▪ 0efaqmifrl omvGefaumif;rGefatmif vkyfaqmif&ef

The Loyalty Ladder
Loyalty customer rsm; jzpfvmapaom
tqifhavSum;rsm; -
Prospect – tvm;tvm&Sdaom azmufonf/
Customer – yxrOD;qHk; 0,f,laomjzpfonf/
Client – yHkrSef0,f,lvmtm;ay;vmonf/
Supporter – topfxGufwkdif; 0,f,ljzpfvmonf/
Advocate – tjcm;olrsm;udkyg zdwfac:ay;aom?
aBujimay;aom tqifhudk jzpfvmonf/

TQM – Total Quality Management
TQM qdkwm bmvJ?
TQM qdkwm twdkcsKyf ajym&&if tvHk;pHk pDrHcefUcGJrl pepf vdkU ajymedkifjyD;? t"du uawmh
azmufonfawG&JU vdktyfcsuf rsm;udk jznfUpD;ay;&mwGif tukefvHk;u
yg0ifaqmuf&Gufaom pDrHcefUcGJrl pepfudk qdkvdkonf/
tBurf;tm;jzifh Customer ESpfrsdK; owfrSwfedkifonf/
Internal Customer ( 0efxrf;? oGif;ukeform;? tvkyfESifh ywfoufqufeG,faeaom
vlrsm;)
External Customer (vufvD? vufum;? aemufqHk;oHk;pGJol azmufonfawG)
TQM vkyfaqmufcsufu bmawGvJ/
0efxrf;wpfOD;wpfa,mufcsif;pDuae aocsmpDrHcefUcGJxm;aom pDrHrlrsm;jzifh 0,f,lol
azmufonfawG pdwfauseyfrl&&Sdatmif vkyfaqmifjcif;jzifh? vkyfief;pGrf;aqmif&nf
wkd;wufatmif vkyfaqmifjcif; jzpfonf/
Oyrm
City Mart udkaps;0,fxGufonfUtcg um;yguifxdk;&mwGif 0efxrf;rS pdwf&SnfaocsmpGm 0efaqmifrlay;jcif;?
0efxrf;rsm;rS aps;0,fonfYtcg 0efaqmifrlay;jcif;? aiGay;acsonfUtcg jrefqefaocsmpGm
vkyfaqmifay;jcif;? azmufonfvdktyfaom ukefrsm;udk aocsmpGm pDppfjyD; Supplier/ Buyer rsm;rS
rSm,lay;ekdifjyD; tm;vHk;rS azmufonf vdktyfcsufudk jznfUpD;ay;aom pDrHaom pepfjzpfonf/

#Module-3
▪ Understanding Market Segmentation
▪ STP
▪ Segmentation
▪ Targeting
▪ Positioning
▪ Positioning Map

Understanding Market Segmentation
Market Segmentation qdkwm bmvJ?
Market Segmentation qdkwm pD;yGm;a&; wpfck vkyfaqmifawmhrnf qdkvSsif rdrd
oGm;rnfU pD;yGm;a&; e,fy,fxJrS rdrdoGm;vdkaom ? rdrd &nf&G,fxm;aom
tpdwftydkif;udk azmfaqmifjcif;? vkyfaqmifjcif;udk qdkvdkonf/
Oyrm/ / rdrdonf pD;yGm;a&; wpfck vkyfcsifonf/ tBuHOmPf u pm;aomufqdkif
wpfqdkif zGifhrnf/ xdktcg ...
bD,mqdkif tuifqdkif
pm;aomufqdk
if
bm; qdkif
aps; tjrifh
aps;
tv,ftvwf
aps; tedrfh
tpm;taomuf
OD;pm;ay;
t&uf?bD,m
OD;pm;ay;
b,fvdk qdkifrsdK;
zGifhcsifwmvJ/
b,f aps;wef;jzifh
oGm;csifwmvJ/
bm udk OD;pm;ay;rSmvJ/
xdkuJUodkU aocsm a&G;cs,fjcif; r&SdbJ? tukefvHk; &onf? Me Too Business
vkyfaqmifrnf qdkvSsif pD;yGm;a&; atmifjrifzdkU tvm;tvm enf;yg; edkifonf/

STP
STP qdkwm bmvJ?
S- Segmentation (pD;yGm;a&; e,fy,frsm;rS wl&m tkyfpkrsm;udk tqifhcGJjcm;jcif;)
T – Targeting (xdktkyfpk rsm;xJrS rdrd oGm;vdkaom tkyfpkudk ypfrSwfxm;jcif;)
P - Positioning (xdkypfrSwfxm;aom tkyfpkrsm;rS rdrday;csifaom? &csifaom tqifhudk
owfrSwfjcif;)

Segmentation
Segmentation twGuf pOf;pm;&ef tcsufrsm;?
S- Segmentation wpfck jyKvkyf&mwGif atmufygtcsufrsm;udk rjzpfrae pOf;pm;&ef
vdkrnf/
▪ Measurable (wdkif;wmvdkU &&rnf) (Oyrm/ / vlOD;a&? usm;/r?
touftydkif;tjcm;? pm;oHk;edkifrl...)
▪ Cost Effectiveness (ukefusp&dwf umrd&rnf)
▪ Market Size (aps;uGuf BuD;rm;ovm;? tvm;tvm &Sdovm;)
▪ Sustainable (aps;uGuf cdkifrmrl &Sdovm;? ay:vkduf aysmufvkduf jzpfaevm;)
pm;oHk;ol udk xnfUoGif; pOf;pm;&ef tcsufrsm; rSm –
▪ A – Attitude ( pm;oHk;olawG&JU pdwfaeoabmxm;u b,fvdkvJ)
▪ E – Emotion ( pm;oHk;olrsm;u b,fvdk pdwfcHpm;rlrsdK;rSm 0,f,lBuovJ)
▪ I – Income ( pm;oHk;olawG&JU oHk;pGJedlifrl tajctae u b,fvdkvJ)
▪ O – Occupation ( pm;oHk;olawG tvkyftudkif tajctae)
▪ U – Usage ( pm;oHk;olawG oHk;pGJedkifrl? oHk;pGJyHk tajctae)

Targeting
Targeting twGuf pOf;pm;&ef tcsufrsm;?
T- Targeting qdkwm Segmentation vkyfxm;onf wlnD&m tkyfpkrsm;xJrS rdrd
ypfrSwfxm;aom tkyfpkudk a&G;cs,f&rnf/
Example – Honda Click (2019) HP pepfjzifh a&mif;cs&ef twGuf ypfrSwfxm;&mwGif -
Factors Group 1 Group 2 Group 3
Income >3 lakhs 3– 5 lakhs 6 lakhs over
Age 18 - 25 25 - 30 30 - 40
Occupation Staff Middle
Management
Business owner/
Manager
Sex Single Single / Married Married
tkyfpk (2) udk ypfrSwf taejzifh a&G;cs,f&mwGif –
1/ 0ifaiG tawmftoifh aumif;rGefaom taetxm;wGif &Sdonf/
2/ touft&G,fonf wnfjidrfaom tydkif;tjcm;wGif Y&SdjyD;/
3/ wnfjidrfaom tvkyftudkif ESifh tdrfaxmifa&;twGuf aiGaBu; rylyif&aom taetxm;wGif
&Sdonf/

Positioning
Positioning twGuf pOf;pm;&ef tcsufrsm;?
P- Positioning qdkwm Targeting vkyfxm;onf ypfrSwfrS pm;oHk;ol rsm; &ifbufxJ
a&mufatmif vkyfaqmifjcif;jzifh rdrd xkwfukefudk 0,fcsifvmatmif vkyfaqmifjcif;
jzpfonf/
Positioning qdkwm pm;oHk;olrS rdrd xkwfukefudk 0,f,lzdkUtwGuf vkyfaqmifjcif;
(wenf;tm;jzifh) Marketing mix (7’s P) jzifh vkyfaqmifjcif; jzpfonf/
Oyrm / / I Phone vdkU ajymvdkufwmESihf (aps;BuD;w,f? aumif;w,f? t&nftaoG;
pdwfcs&onf? wefzdk;BuD;w,f? *kPf&Sdonf? eHygwf (1) zkef; jzpfonf) pm;oHk;ol pdwfxJ?
toJxJuae cHpm;&atmif? vdkcsifvmatmif vkyfaqmifjcif;udk Positioning [k
owfrSwfonf/

Positioning Map
Positioning Map qdkwm bmvJ?
Positioning qdkwm vlawG&JU pdwfxJ rSm b,fvdk ae&m,lrvJ? cHpm;rvJ? b,fvdk jrifrvJ
vkyfaqmifjcif; jzpfjyD;/ Positioning Map qdkwm xdkjzpfcsifaom ae&mrsm;udk oGm;zdkUtwGuf
a&;qGJ tajzxkwf&onfU ajryHkwpfck jzpfonf/
aps;BuD;aps;enf;
t&nftaoG; pHk
t&nftaoG; rpHk
Gap
Positioning Map xJrS
b,fae&mu Gap jzpfovJ
qdkwm &Smyg?

#Module-4
▪ Product
▪ Product Mix
▪ Product Life Cycle (PLC)
▪ Brand

▪ Product qdkwm pm;oHHk;ol &JU vdktyfcsuf udk jznfYpD;ay;aom t&m jzpfonf/
Product ESpfrsdK; cGJjcm;edkifonf (1) udkifwG,fvdk&aom t&m (2)
rudkifwG,fvdk&aom t&m
Product
▪ Tangible product (goods)
▪ Intangible product (services, ideas)
The Core Product
The Actual Product
The Potential Product
eco
system
Product

Product Product Mix
Product Mix
Range
Segmentation and positioning
Features, advantages and benefits (FAB)
Differentiation; unfulfilled preferences
Branding
Packaging
Value
Product life cycle
Portfolio analysis: (Boston Consulting Group Mix)
Directional policy matrix (Ansoff)
Research and Development
New product development
Range –
Segmentation –
Positioning –
FAB –
Differentiation –
ml
Etc...
Product Mix

Product Product Life Cycle (PLC)
PLC
–
Introduction –
Growth –
Maturity -
Decline –
Product Life Cycle (PLC)

Product brand
1. Brand Equity (
2. Brand Extension (
3. Category Extension (
Coca Cola brand Coca Cola Coca Cola
Brand

#Module-5
▪ What is pricing?
▪ How to approach pricing
▪ Define pricing
▪ Pricing Strategies
▪ Break-even Point (BEP)

What is pricing?
Pricing qdkwm . . .
ypönf;wpfck 0,f,lzdkUtwGuf aiGaBu;jzifh tvJtvS,f owfrSwfay;aom t&mjcif;
jzpfonf/
aps;ESKef;wpfck owfrSwfonf ae&mwGif bmawG xnfUoGif; pOf;pm;&rnfenf;/
1/ rdrdxkwfukef tBurf;zsif; ukefusp&dwf? tjcm; tcGeftcrsm;
2/ xkwfukef tjrifhqHk;aps; ESifh tedrfUqHk;aps;
3/ rdrdxkwfukefudk jrifapcsifaom txiftjrif positioning
4/ pm;oHk;olrsm; tjrif
5/ jydKifbufrsm; aps;ESKef;
6/ rdrd tom;wif &vdkaom tjrwfa0pk
7/ rdrdoGm;vkdaom r[mAsL[m
ponfUtcsufrsm;udk tajccHjyD; aps;ESKef;udk owfrSwfedkifonf/

What is pricing?
Pricing qdkwm . . .
rm;uufwif; refae*sm trsm;pkonf marketing plan rsm;a&;qGJonftcg aps;ESKef;udk
arUavsmhaewuf Buygonf/ aps;ESKef; onf xkwfukefwpfck toufjzpfygonf/
vufeuf wpfckjzpfonf/
ukefypönf; wpfckudk 0,f,lonfUjzpfpOf wpfckudk jrifa,mifBunfYyg
aps;ESKef; avsmhxm;w,f? aps;wefw,f xifrS pwif pdwf0ifpm;jyD; ar;jref;jcif;? 0,f,ljcif;
ponfU tqifhrsm;udk vkyfaqmifBuonf/
aps;ESKef;wpfckudk upm;onfUtcgwGif rsm;pGm owdxm; udkifwG,fwufzdkU vdktyfrnf/
,aeUacwfwGif Price War vdkUac:onfU aps;ESKef; jydKifqdkifrlawG &ifqdkifonfUtcg
rdrdtaejzifh uGsrf;usifpGm udkifwG,fwufzkdU ? toHk;cswufzdkU vdktyfrnf/

How to approach Pricing
Price
Marketer
Cost based pricing (
Profit based pricing (
Demand based pricing (
Competition based pricing (
Value based pricing (

Define Pricing
Pricing
Cost + Profit pricing (
Make up cost (
Product Life Cycle (
Perceive value pricing (
Competitors Pricing (

Pricing Strategies
1.Economic
- aps;ESKef; enf;? xkwfukef t&nftaoG;
tawmftoifhjzifh csnf;uyfonf/
- ta&twGuf udk t"du xm;onf/
- azmufonf rsm;rsm; vdktyfonf/
- aps;ESKef; tom;rSwfxJ jzpfzdkUvdkrnf/
- 0efaqmifrl t"du r[kwfyg/
- tjrwfenf;? Buufaumuf?
Xufaumuf/
2. Penetration Pricing
- aps;ESKef; enf;? xkwfukef t&nftaoG;jrifh jzifh aps;uGufudk csnf;uyfonf/
- ypönf;aumif;onf? aps;ESKef;udk avsmh zGifhxm;onf/
- t"du pwifrdwfqufonf tcsdeftcgwGif toHk;rsm;onf/
- t&rf;a&mif;&onfUtcgwGif aps;ESKef; ajymif;vJonf/
- apwem &Sdaom qdkiftjzpf jrifonf/ tjrwfaiG udk wjznf;jznf;csif; ,laqmifonf/

Pricing Strategies
3. Swimming Pricing
- aps;uGuftwGif; OD;OD;zsm;zsm;
0ifa&muf
- aps;BuD;? tjrifh jzifh csOf;uyfonf/
- aemufydkif;jydKifqdkifrl rsm;?
topfopfawG 0ifa&mufrS aps;cs
- ,cif (zkef;oifwef;? uGefysKwm
oifwef;)
4. Premium Pricing
- aps;ESKef;BuD; xkwfukef t&nftaoG;jrifh jzifh aps;uGufudk csnf;uyfonf/
- ypönf;aumif;onf? aps;ESKef;udkvnf; tjrifhqHk; wifxm;w,f/
- ta&twGuf enf;enf;? &v'f aumif; udkvkdvm;onf/
- Brand image udk *&kpdkufonf/
- em&D Rolex watch

Pricing Strategies
1. List Price
- aps;uGuf twGif; awGUzl;BurSmyg }wpfcGef;qdkif} a&;xm;onfU qdkifrsm;udk
- vufvD qdkifrsm; ESifh ypönf; ta&twGuf t&rf;rsm;aom qdkifrsm;rSm oHk;onf/
- ukeffwdkufBuD;rsm;? Supermarket rsm;wGif oHk;onf/
2. Discount
- aps;uGuftwGif; 0,fvdktm; jrifhwifcsifonfU tcgwGif oHk;wufBuonf/
- trsm;pk onf xdkenf;vrf;udk oHk;pGJBuonf/
- rdrdvdkcsifaom ta&twGuf? aiGaBu; ay:wGif vdkufjyD; ajymif;vJowfrSwf&onf/
3. Payment
- aps;uGuftwGif; wqifh jyefvnfa&mif;0,fol? udk,fpm;vS,frsm;twGuf toHk;jyKonf/
- trsm;pk onf aiGaBu; rSefuefrl &Sd&ef ESifh aiG jrefjrefay:ap&ef toHk;jyKonf/
- ypönf;a&mufjyD; b,fESpf&ufae aiGvTJvSsif b,favmuf aiGavsmhrnf/ pojzifh . . .

Pricing Strategies
4. Cross Discount
- trsdK;tpm; rwlnDaom ukefypönf; rsm;udk a&mif;cscsifonfUtcgwGif toHk;jyKonf/
- wpfck0,fvSsif aemufwpfrsdK;wGif b,favmuf % avsmYrnf? pojzifh
5. Credit Terms
- aps;uGuftwGif; taBuG;0,f,laom pHESKef;rsm;udk owfrSwfxm;&rnf/
- tcsdKUaom aps;ESKef;owfrSwf&mwGif taBuG;0,f,lygu xyfaqmif;usedkifaom aps;ESKef;
ukefusp&dwfrsm;udkyg owfrSwfxm;oifhonf/

Break-Even Point (BEP)
What is break-even point?
- BEP qdkwm rdrdxkwfukef aps;ESKef;rnfrSsudk ta&twGuf rnfrSsjzifh a&mif;csvSsif
t&if;ausrnfenf;? t&if;ausatmif rnfonfUta&twGufudk a&mif;cs&ef vdkrnf
wkdUudk wGufcsufjcif;udk ac:onf/
▪ Break-even point udk wGufcsufonfUtcgwGif (Fixed cost and Variable cost) ESpfrsdK;udk
od&efvdktyfrnf/
▪ Fixed Cost = ajymif;vJzdkU tvG,faom? cufaom t&m0w¬L rsm; ukefusp&dwfrsm; udk
qdkvdkonf/ (tdrf? taqmuftOD;? pufypönf;? ...)
▪ Variable Cost = a&GUajymif;edkifaom? jyKvG,f? ajymif;vG,faom t&m0w¬L rsm;
ukefusp&dwfrsm;udk qdkvdkonf/ (ukefBurf;? 0efxrf;p&dwf? taxGaxGp&dwf? ...)
Break-even point = Fixed cost / (Selling price – Variable cost)

Break-Even Point (BEP)
Sample of Break-even Point
- BEP udk oifwef;ausmif; wpfck taejzifh wGufcsufBunfU&atmif –
Break-even point = Fixed cost / (Selling price – Variable cost)
Fixed Cost = oifwef;cef;r wpfvtwGuf (300000)
Variable Cost = oifwef;om; wpfOD;twGuf taxGaxG ukefusp&dwf (5000)
Price = oifwef;om; wpfOD; (30000)
t&if;austrSwf = 300000/30000-5000 (12 OD;)
12 OD; &&SdrSom oifwef;ausmif; onf t&if;aus trSwfwGifom &SdjyD; xdkxyf
ydkrdkaom vlOD;a& &&SdrSmom trSwf&&Sdrnf jzpfonf/
wcsdKUwGif rdrdjrwfvdkaom (profit) udkyg t&if;austrSwfwGif xnfUoGif;
wGufcsufBuonf/

#Module-6
▪ What is place?
▪ 5’ Right of Distribution
▪ Point of Distribution
▪ Making Channel Distribution
▪ Direct Distribution

What is Place?
- pm;oHk;ol vufxJa&mufatmif rSefuefonfUae&m (right place) ? rSefuefonfU tcsdef
(right time) twGif; jzefUa0jcif;udk qdkvdkonf/
Intermediary
- aps;uGuftwGif; pm;oHk;ol vufxJa&muf&Sdatmif tqifhqihf jzwfoef;&onfU
Bum;cHrsm; udk intermediary ac:onf/
Manufacturer Distributor Wholesaler Retailer End User
Chain of Distribution
- xdk aemufqHk;pm;oHk;ol vufxJtxd a&muf&Sdatmif oGm;aom yHkpHudk chain of
distribution [kac:onf/
- Distribution qdkwm aemufqHk; pm;oHk;ol vufxJa&mufatmif vkyfaqmifjcif;udk
ac:onf/

5’ Right of Distribution
Right Distribution
- pm;oHk;olvufxJodkU rSefuefaom jzefcsDa&; pepfwpfck azmfaqmifedkifrSom aps;uGuf
twGif; atmifjrifedkifrnf/
- rSefuefaom jzefcsDa&; wpfckjzpfzdkU tcsuf (5) csuf vdktyfonf/
The Right Product
In the Right Place
At the Right Time
In the Right Quantity
For The Right Price
▪ oifYtaejzifh ausmif;oHk; ypönf; rsm; a&mif;csonfYtcg
▪ rdrda&mif;rnf ypönf;rsm;onf txu? tvu? wuúodkvf?
&Hk;oHk; od&efvdktyfrnf/
▪ txu ausmif; jzpfygu txu ausmif;ol ? ausmif;om;
rsm; 0,f,ledkifaom xkwfukef jzpf&rnf/
▪ ausmif;&Sd qdkifrsm;? ausmif;eD; qdkifrsm;wGif xm;&Sdedkif&rnf/
▪ ausmif;zGifh &moD trDS BudKwifa&mif;cs edkif&rnf/
▪ vdktyfonf ta&twGuf udk a&mif;cs ay;edkif&rnf/
▪ xdktjyif pm;oHk;olESifh udkufnDaom aps;ESKef; jzpf&rnf/

Point of Distribution
- rdrd xkwfukefrsm;udk jzefUcsDonfU ae&mwGif pm;oHk;ol vufxJudk a&muf&SdedkifzdkUtwGuf
trsdK;rsdKl;aom enf;vrf;rsm;jzifh jzefYcsDBuygonf/
- jzefUcsDaom enf;vrf;trsm;pkrSm –
1. Retailer
vufvD qdkifrsm;rS wqifh jzefUjzL;a&mif;csjcif;
2. Wholesales
vufum; qdkifrsm;rS wqifh jzefUjzL;a&mif;csjcif;
3. Distributor
jzefUcsDol rsm;rS wqifh jzefUjzL;a&mif;csjcif;
4. Agents
udk,fpm;vS,f rsm;rS wqifh jzefUjzL;a&mif;csjcif;
5. Franchisees
tusdK;wlyl;aygif;ol rsm;rS wqifh jzefUjzL;a&mif;csjcif;
6. Direct Selling
pm;oHk;oludk wkduf&kdkuf jzefUjzL;a&mif;csjcif;
7. Multiple Store/ chain
wpfqdkifESifh wpfqdkif csdwfqufaeaom qdkifrsm;udk jzefUjzL;a&mif;csjcif;

Making Channel Distribution
- rdrd xkwfukefrsm;udk jzefUcsDonfU ae&mwGif rnfuJYokdU jzefUcsDonfU enf;vrf;rsm;udk
oHk;rnf qdkwm aocsmpGm a&G;cs,fwufzdkU vdkygw,f/
1. Intensive Distribution
rdrdxkwfukefonf tajccH vloHk;ukef FMCG jzpf&rnf/
ae&mwdkif;udk jzefUcsDedkifaom yHkpH jzpf&rnf/
Oyrm/ / acgif;avsmf&nf
2. Selective Distribution
rdrdxkwfukefonf oD;oefU qdkiftaetxm;wGif &Sdonf/
wqifh jzefUcsDol? udkf,fpm;vS,f rsm;jzifh jzefcsDavU&Sdonf/
wpfcgwnf; oHk;pGJ&ef rvG,fulaom taetxm; &Sdonf/
Oyrm / / tJuGef; ? zkef;
3. Exclusive Distribution
rdrdxkwfukefudk oHk;pGJrnfU olonf vlenf;pk jzpfonf/
xdk vlenf;pk 0,f,ledkifaom ae&mrsm;wGif a&G;cs,foifhonf/
Show Room yHkpHjzifh jzefUcsDonf/
Oyrm/ / um; (a*gufuGif;? um;yGJpm;wef;? rdef; vrf;r)

Direct Distribution
- tvsSiftjref wdk;wifvmaom acwfBuD;xJwGif pm;oHk;ol vufxJ jrefjref
a&mufedkifzdkUESifh pm;oHk;oluvJ 0,f,lcsifaom xkwfukef udk jrefjref &&SdzdkU onf
,aeUacwf pdefac:rl wpfckyif jzpfvmonf/
- 0,f,lol ESifh a&mif;csolBum; wdkuf&dkufcsdwfqufjyD; a&mif;csjcif;udk direct distribution
jzpfonf/
-
tm;omcsufrsm; tm;enf;csufrsm;
▪ ukefusp&dwf oufom
▪ t&if;tjrpfrsm; avsmhcs edkif
▪ xdef;csKyfrl tm;aumif;
▪ tm&Hk pl;pdkufedkifrnf
▪ azmufonf wHkjyefrlrsm; odedkif
▪ azmufonf ta&twGuf enf;edkif
▪ ae&mwdkif;jzifh rudkufnDedkif
▪ Databases twGuf ukefusp&dwfrsm;
▪ tcsdefjynfU vkSyf&Sm;edkifzdkU vdktyf

#Module-7
▪ What is Promotion?
▪ Product Life Cycle
▪ AIDA Model
▪ Advertising
▪ Personal Selling
▪ Public Relation
▪ Direct Marketing
▪ Sales Promotion

What is Promotion?
- trsm;pkonf Promotion ajymvdkufonfUtcg vufaqmifay;wm? aps;avsmhwm rsm;udk
jrifa,mif xifrSwfBuygonf/
- wu,fawmh Promotion wu,f tESpfom&onf rdrdxkwfukefudk
vltrsm;udkodapcsifwm? 0,fapcsifwm? ta&mif;wdk;wufapcsifwm jzpfygonf/
- ukrÜPDff ESifh 0,f,lol Bum;xJwGif qufoG,fay;aom aygif;ul; wHwm; jzpfonf/
Promotion Mix
Promotion
Mix
Advertising
Personal
Selling
Public
Relation
Direct
Marketing
Sales
Promotion

Product Life Cycle
- t&m&mwdkif;wGif oufwrf; qdkwm &SdpjrJ jzpfygonf/
- xdktwl Product wpfckwGifvJ oufwrf; (4) ydkif; cGJjcm;edkifygonf/
- pwifcsdef? BuD;xGm;csdef ? zGHjzdK;csdef ? usqHk;csdef
▪ Growth
xkwfukef udk vlodrsm;vmonf? oHk;pGJol ta&twGuf wjznf;jznf; rsm;vmaom umv rnf/
ta&mif;udk wGef;tm;jzpfaprnf activity rsm; vkyfaqmifoifhonf/
,SOfjydKifolrsm; ay:aygufvmedkifonf/ vkyfief; csJY&aom umvjzpfjyD; ? aocsmpGm udkifwG,fedkifzdkU
vkdtyfrnf/
▪ Introduction
xkwfukef wpfckudk pwifrdwfqufonfU tcsdef
jzpfygonf/ aps;uGuf twGif; pwif
xdk;azmuf&onfU tcsdef jzpfygonf/
a&mif;tm; enf;jyD;? oHk;pGJol vJ enf;onfU
tcsdef jzpfygonf/
txl;*&kpdkuf&aom umv tydkif;tjcm;
jzpfonf/

Product Life Cycle
▪ Decline
azmufonfrsm; awmif;qdkrl? Enf;ynm? ,SOfjydKifbufrsm; xdk;ESufrlrsm; aBumifh ta&mif;t0,f
usqif;vmonfU umv jzpfonf/
ta&mif;usqif;vmwufjyD;? tjrwftpGef;yg usqif;vmonf/
azmufonf topf&&Sdrl enf;yg;jyD;? yHkrSefazmufonf 0,f,lrlrsm;om &Sdonf/
▪ Maturity
tatmifjrifqHk;; umvjzpfonf? xkwfukef
rsm;rsm; xkwfvkyfedkifzdkU OD;wnfonf/
Loyalty customer rsm; &SdjyD;? xdef;odrf;xm;&ef
vkdtyfrnf/
rdrd trSwfwHqdyfudk wefzdk;wufvmatmif
vkyfaqmifedkif&ef vdktyfrnf/
,SOfjydKifbufrsm; rsm;vmonf/

Product Life Cycle
▪ Extension
xkwfukeftrsm;pkonf atmifjrifqHk; umv
rsm;udk xdef;odrf; edkfifzdkUtwGuf rsm;pGm
vdktyfonf/
vG,fulaom tqifh r[kwfyg/
,aeUwdkif atmifjrifaeaom xkwfukefrsm;vJ
&Sdygonf/
xdkuJhodkU atmifjrifrludk qGJqefUedkif&eftwGuf
azmufonfrsm; vdktyfcsuf? vdkcsifrl? ESifh
aps;uGuf udk em;vnfzdkU vdktyfrnf/

AIDA Model
Mr.E.St.Eimo Lewis
(1872-1948)
▪ 19 &mpkESpf rSm AIDA model udk azmfxkwfcJhygw,f/
▪ ukefypönf; awGudk 0,f,lonfUtcgwGif 0,f,lyHk tqifhrsm;udk AIDA model u
tqifhav;qifhjzifh azmfxkwfxm;ygonf/
▪ AIDA = Attention + Interest + Desire + Action pum;vHk;rsm;
a&SUpum;vHk;rsm;udk ,lxm;jcif; jzpfygonf/

AIDA Model
Attention
▪ xkwfukef wpfckudk 0,f,lzdkUtwGuf qdk&if OD;pGm 0,f,lol pdwfxJ? ESvHk;om;xJ
owdxm;rdatmif? qGJaqmifedkifzdkU vdktyfonf/
▪ 0,f,lolu owdxm;rdzdkY twGuf qdk&if jrifzdkU vdktyfonf? odatmif vkyfzdkU
vdktyfonf/
▪ xdkaBumifh aBujimjcif;? Display cif;usif;jcif;? vltrsm; odatmif jyojcif;
pojzifh 0,f,lol owdxm;rdatmif jyKvkyfBuonf/
Interest
▪ 0,f,lol owdxm;rdvmonfUtcgrS pwifjyD; xdk xkwfukefudk
pdwf0ifpm;vmrnf/
▪ pdwf0ifpm; vmrS ar;BunfUr,f? ESKdif;,SOfBunfYr,f? wefzdk;jzwfBunfUr,f ponfY
tcsufrsm;udk vkyfaqmifvmBuonf/

AIDA Model
Desire
▪ xkwfukefudk pdwf0ifpm;vmjyD;aemuf vdkcsifvmonf/ &csifvmonf/
▪ azmufonfawG&JU pdwfudk zefpm;edkifzdkU? qGJaqmifedkifzdkU vdktyfrnf/
▪ 0,fcsifvmatmif vkyfzdkUtwGuf rufvHk;ay;? qGJaqmifedkifaom t&mrsm;
zefwD;xm;edkif&rnf/
Action
▪ 0,f,lzdkUtwGuf qHk;jzwfcsuf csonf/
▪ 0,f,lol tcgwGifvJ “ prf;oyf0,f,ljcif;? aemufwpfBudrf 0,f,ljcif; ESifh
a&&SnftpOftjrJ 0,f,lzdkUtwGuf tqifhqifhaom vkyfaqmif&ef tcsufrsm;udk
vkyfaqmifxm;edkif&rnf/

AIDA Model
Awareness Interest Desire Action
▪ aumifrav;
wpfa,mufudk
pwif awGU/
▪ pdwf0ifpm;/
▪ pHkprf;/
▪ vdktyfcsuf
udkufnD/
▪ tBudKufawGU/
▪ vdkcsifvmw,f/
▪ vdkcsifwJUtwGuf
rdrdbufrS
vdktyfwmawG
pkaqmif;/
▪ ydkifqdkifzdkUtwGuf
qHk;jzwfcs/
▪ vufawGU
vkyfaqmif/

Advertising
What is advertising?
▪ rdrdxkwfukef? tdkif'D,m udk vltrsm; odatmif? vufcHvmatmif wifjyjcif;?
aBujimjcif; udk qdkvdkonf/
▪ rdrd &nf&G,fxm;aom aps;uGuf? ypfrSwf udk qufoG,fjcif;? Odatmif
vkyfaqmifjcif;? 0,f,lvmatmif vkyfaqmifjcif; udk qdkvdkonf/
vkyfaqmif&jcif; &nf&G,fcsuf
▪ a&mif;tm;udk wdk;jrSifhzdkU
▪ owdxm;rdvmatmif vkyfaqmifzdkU
▪ rdrdxkwfukef yg0ifaom t&mrsm;udk odatmif? &ifESD;atmif
▪ xyfavmif; owday;zdkU
▪ yHk&dyfaumif; &&Sd&ef vkyfaqmifzdkU
▪ ukrÜPD yHk&dyfrsm;udk xkwfazmfzdkU
▪ ukefonfrsm; ,HkBunfrludk &&SdzdkU

Advertising
Advertising Objective
▪ Advertising vkyfaqmifonfY tcgwGifvJ wdusaom &nf&G,fcsuf xm;&SdjyD;
vkyfaqmif&ef vdktyfonf/
▪ wdus ? jywfom;aom &nf&G,fcsufrsm;udk csrSwfonfUtcgwGif SMART
(Specific, Measurable, Achievable, Relevant, Timescale) tcsufrsm;jzifh
csrSwf&ef vkdtyfonf/
Oyrm/ /
Advertising vkyfaqmifjcif;aBumifh –
o ta&mif; &mcdkifESKef; ( ------ rS -------) odkU vmrnf ( - -20 )
ckESpfwGif wdk;jrSihf a&mif;csedkif&rnf/
o Target consumer ( ) ta&twGuf (odkU) &mcdkifESSKef; odvmatmif
wdk;jrSifh vkyfaqmifedkif&rnf/
o ta&mif; ( ) &mcdkifESKef; wdk;wufjyD; tjrwfaiG ( ) &&Sdatmif
vkyfaqmif ekdif&rnf/

Advertising
Classification of Advertising
Advertising vkyfaqmifonfYtcgwGif tqifh (3) qifhjzifh vkyfaqmifBuonf/
1. Information Advertising
▪ ukefypönf;rsm;udk pwifrdwfqufonftcg? vltrsm; odapcsifaom tcgrsm;wGif
toHk;jyKBuonf/ pwifonfUtqifh jzpfonf/
▪ Oyrm/ / vloHk;ukef ypönf;rsm;? New Products
2. Persuasive Advertising
▪ ukefypönf;rsm; a&mif;cs&onfUtcg? pwifatmifjrifvmonftcg? vltrsm;
odvmonfUtcgwGif 0,f,lcsifvmatmif? ydkrdk 0,f,lvmatmif? a&mif;tm;
wkd;wufvmatmif vkyfaqmif aom tqifhjzpfonf/
3. Reminder Advertising
▪ atmifjrifaom ukefypönf;rsm;? vltrsm; vufcHaom xkwfukefrsm; udk
owd&ap&ef? aus;Zl; wHkUjyefcsifaomtcg? xyfavmif; rdwfqufvdkaomtcg?
topfxGufaom xkwfukefrsm;udk rdwfqufvdkaom tcgrsm;wGif toHk;jyKaom
tqifhjzpfonf/

Advertising
Advertising Campaign
Advertising vkyfaqmifonftcgwGif rwlnDaom Media rsm;pGm &Sdonf/
xdk rD'D,m rsm;xJrS rdrdxkwfukef? rdrdypfrSwfxm;aom pm;oHk;ol? toHk;jyK&ef
xda&mufaom rD'D,m udk a&G;cs,fjyD; campaign vkyfaqmifedkifonf/
▪ New Paper
▪ Magazines
▪ Directories
▪ Television
▪ Outdoor
▪ Ratio
▪ Internet
▪ Online Advertisement
▪ Mail
▪ Social Media
▪ Etc. . .

Advertising
Advertising Campaign
Advertising vkyfaqmifonftcgwGif ATL, BTL, TTL qdkjyD; oHk;rsdK;
cGJjcm;xm;onf/
• ATL – Above The Line
TV, Ratio, Cinema, Print Media, Display Advertising
• BTL – Below The Line
Direct marketing, display, package design, CRM, Merchandising
• TTL – Through The Line
Web marketing, Internet, Social media, PPC

Advertising
Step of Advertising Campaign
❑ Identify the target audience
rdrd ypfrSwfxm;aom pm;oHk;ol tqifhrsm;udk owfrSwfyg? a&G;cs,fyg? pdwfaeoabmxm;ESifh
0,f,lyHkrsm;udk avhvmyg/
❑ Specify the promotional message
wdusaom? av;eufaom ? xda&mufaom t"dyg,frsm;udk a&G;cs,fyg? wnfaqmufyg/
❑ Select media
rdrdypfrSwfxm;aom pm;oHk;ol ESifh xdawGUedkifaom? &if;EdSD;aom t&mudk a&G;cs,fyg/ ukefusp&dwfyg
wGufcsufyg/
❑ Schedule media
pm;oHk;olESifh xdawGUedkifaom tcsdefudkufjzpfaom tcsdefwGifom aBujimyg? a&G;cs,fyg/
❑ Set the promotional budget
rnfrSs tBudrfta&twGuf? ukefusp&dwf? jyefvnf &&Sdedkifaom ta&mif;tajctae rsm;udk
wGufcsufyg/
❑ Evaluate promotional effectiveness
aBujimonfUtwGuf &&Sdaom &v'frsm;udk oHk;oyfyg? avYvmyg/ (xda&muf? rxda&muf)

Personal Selling
Personal Selling qdkwmu &SKyfaxG;aom ypönf;rsm;udk a&mif;csvdkaom tcg
toHk;jyKaom ta&mif;jrSifhwifjcif; jzpfonf/ qdkifrSm rdrdypönf; &Sdae,Hkjzifh
rvHkavmufbJ udk,fwdkif oHk;pGJoludk &Sif;vif; ajymqdk a&mif;csay;&jcif; jzpfonf/
Oyrm/ / aq;ypönf;? um; ? aps;ESKef; BuD;jrifhaom t&mrsm;
7 stages of Personal Selling
1. Preparing Action
2. Approach
3. Customer need and problem identification
4. Presentation and demonstration
5. Dealing with objection
6. Negotiation
7. Closing the sales

Public Relation
Public Relation qdkwmu rdrdxkwfukefrsm;taMumif;udk rdrdtzGJYtpnf;ESifh vltrsm;Num;
tjyeftvSef aumif;rGefaom qufqHa&;? em;vnfrl wnfaqmufjyD; aumif;rGefaom
emrnfaumif;? *kPfowif; rsm; &&Sd&ef vkyfaqmifjcif; jzpfonf/
Company Public
Mutual Understanding
Good will/ Reputation
vkyfaqmif&ef wm0efrsm; -
1. pm;oHk;ol ESifh ukrÜPDBum; tjyeftvSef em;vnfrl &Sdatmif
wnfaqmufxm;edkif&rnf/
2. &SKyfaxG;apaom? em;rvnfedkifaom t&mrsm;udk a&Smif&Sm;edkif&rnf/
3. vlrl0ef;usifwGif tjyeftvSef em;vnfrl wnfaqmufedkif&rnf/
4. pm;oHk;ol? 0efxrf;? &S,f,m&Sif? tusdK;wl rsm; tjrifrSmvJ tjrifaumif; &Sd&rnf/
5. yl;aygif; vkyfaqmifedkifonfU yHk&dyfaumif; wnfaqmufxm; edkif&rnf/

Direct Marketing
Direct Marketing (wdkuf&dkuf a&mif;csjcif;) qdkwmu rdrdxkwfukefrsm;udk
azmufonfawGqD wdkuf&dkuf qufoG,fjyD; a&mif;csjcif; jzpfonf/
Direct Marketing wGif vkyfaqmif&rnfU tqifhrsm;
a. Identify prospects
b. Target Media
c. Selling the product
d. Customer information and database
e. Communication
f. Up-selling and cross selling
g. Increased customer value

Sales Promotion (ta&mif;jrSifhwifjcif;) qdkwmu promotion xJrS ta&mif;twGuf
vkyfaqmif&aom enf;AsK[m tcsufwpfck jzpfygw,f/
1. Trade Promotion
▪ Price promotion (discount)
▪ Cross-brand promotions
▪ Coupons
▪ Gift with purchases
2. Consumer Promotion
▪ Trade discount
▪ Sales force promotions
▪ Tailor-made promotion
Sales Promotion
a. Awareness/ Interest
b. Switch
c. Forward Purchases
d. Increase display
e. Consumer database
Sales Promotion

#Module-8
▪ Accounting
▪ Financial Accounting & Management Accounting
▪ Financial Statement
▪ Balance Sheet
▪ Cash Flow Statement

Accounting qdkwm rdrdvkyfief; 0ifaiG? xGufaiG? t&HSK;? tjrwf? tcGeftc ESifh
a&SUqufvSrf;zdkUtwGuf pOf;pm;edkif&ef aocsmpGm pm&if;jyKpk rSwfwrf;
jyKvkyfjcif;jzpfonf/ pD;yGm;a&; wpfck bmompum;vdkU wifpm;Buonf/
Accounting wGif tajccH tm;jzifh vkyfief;pOf (3) ydkif; cGJjcm;edkifonf/
Accounting
Cost Accounting Financial Accounting
Management
Accounting
▪ xkwfukefwpfckudk
ukefBurf;tqifhuae
ukefacsm
tqifhxdda&mufatmif
tqifhqifhaom
ukefusp&dwfrsm;udk
wGufcsufjcif; jzpfonf/
▪ a&mif;onfUtcg
b,favmufa&mif;&r
vJ/
▪ b,favmufqdk
t&if;ausrvJ/
▪ p&dwfu
b,favmufusrvJ/
▪ b,favmuf jrwffrvJ/
▪ txyfyg ESpfck
pm&if;rsm;udk BunfUjyD;
tem*wftwGuf
tpDtpOfrsm;udk
csrSwfjcif; jzpfonf/

Financial Accounting vkyfaqmif&aom vkyfief;pOfrsm;u –
1. Profit and lose statement or income statement (t&SHK;?tjrwf pm&if;)
2. Balance sheet (ydkifqkdifrl pm&if;)
3. Cash flow statement (0ifaiG? xGufaiG pm&if;)
Management Accounting vkyfaqmif&aom vkyfief;pOfrsm;u txyfyg
financial accounting tcsufrsm;ay: rlwnfjyD; -
1. Budget Control
2. Pricing Strategy
3. Investment appraisal
ponfY tcsufrsm;udk tem*wf vkyfief;pOfrsm;twGuf csrSwfay;&onf/
Accounting

Total Revenue (or) Total Sales (pkpkaygif; a&mif;cs&aiG)
- Cost of goods sold (or) Cost of Sales (t&if;aiG)
-------------------------------------------------------------
Gross profit (tBurf; tjrwf)
- Operation Costs (taxGaxG toHk;p&dwf)
------------------------------------------------------------------
Net Profit Before Tax (tcGef raqmifcif tjrwf)
- Tax (tcGef pkpkaygif;)
------------------------------------------------------------------
Net Profit (tom;wif tjrwf)
Financial Statement

Balance Sheet
Assets
Liabilities
Owner’s Equity
Assets
▪ Cash
▪ Inventory
▪ Customers Receivable
▪ Equipment
▪ Buildings
Liabilities
▪ Debt
▪ Amount Owned to
Suppliers
▪ Prepaid Accounts
▪ Tax Owed
▪ Wages
Owner’s Equity (OE)
▪ Investment
▪ Additional Paid-in
Capital
▪ Retained Earning
Assets (A) = Liabilities (L) + Owner’s Equity (OE)

Cash Flow Statement
0ifaiG? xGufaiG pm&if;

References
• Marketing (IQN)
• 10 days MBA
• Principle of Marketing
• Dr.Phyo Paing
• Online sources

THANKS
Visit: www.slideshare.net/polarpandarlay8
Nyan Lin Thein
BA(Myan),DBM,DM,DLP,DDM,DLM

Marketing (myanmar version)

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