Many activities need to be performed in the process of carrying goods or services from producers to the customers. Under this include marketing functions such as purchase of raw materials and other necessary supplies, production process, storage of products, sale and delivery etc.
In the process of performing such functions different parties involve in it. Besides the business firm, the role of suppliers, customers, distribution channels, market competition etc. becomes very important.
In the process of performing such functions different parties involve in it. Besides the business firm, the role of suppliers, customers, distribution channels, market competition etc. becomes very important.
Under marketing process include both mental and physical aspects. Analysis of marketing environment and opportunity, recognition of customers' needs and wants, customers' knowledge about the goods or services of firm, etc. include in mental aspect. Under physical aspect include the functions such as collection of materials and other necessary goods from suppliers; and delivering right quantity of goods to the customers through proper means of transport at right place at right time at reasonable price.
The activities involved in marketing process can be divided mainly in three parts. They are concentration, equalization and dispersion. The integration of all the three activities is marketing process.
1. Concentration
Construction includes : Analysis of marketing environment, Analysis of marketing opportunities, Identification of customers' needs and production of desired goods and services.
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2. Equalization
Equalization includes: Matching product with needs and wants, matching supply with demand, develop marketing program and performing marketing program.
3. Dispersion
Dispersion includes: Movement of goods and services from producer to customers, involvement of marketing intermediaries, perform marketing activities, transfer of ownership from seller to buyer and need satisfaction.
