cY evRviRvZKib njv kLjvi mv_ wbqwgZ Ges chvqg cwieZbkxj GKwU cwqv | AvR h cY ev Kvvbx evRvii kxl vb `LjKi iLQ AvMvgxKvj nqZv Ab Kvb cY ev Kvvbxi KvQ Zv nvivZ nZ cvi | ZvB cwZwbqZ cY evRviRvZKib bZzb bZzb Kkj, bZzb bZzb Dveb, bZzb bZzb cwiKbvi Avkq wbZ nq cwZwU KvvbxK | D`vnib wnmve ejv hvq h, GK mgq cY evRviRvZKibi Marketing Mix -

4 Ps bvg GKwU gZev` mKji KvQ mgvbfve MnYhvM wQj, wK mgqi mv_ mv_ mgqi cwieZbi Kvib, cY evRviRvZKib bZzb bZzb Kkj Dveb nevi Kvib cY evRviRvZKib GLb AbKB Marketing Mix - 4 Ps Gi cwiwa evwoq GLb

Marketing Mix - 7 Ps wbq AvjvPbv Kib Ges Gi wfwZ cY evRviRvZ Ki _vKb |

1960 mvj E. Jerome McCarthy Marketing Mix - 4 Ps gZev`wU AvjvPbv Kib | cY evRviRvZKib GwU GKwU ej eeZ gZev` | GB gZev` E. Jerome McCarthy PviwU Dcv`vb/KvR Gi K_v ejQb | cY evRviRvZKibi A_ev cYi wbR ^evRvi Zixi GB gZev`i Dcv`vbjvK hw` mwVKfve mg^q Ki KvR jvMvbv hvq, Zvnj cY evRviRvZKibi mvebv AbKvsk ew cvq |

cY evRviRvZKib gvKwUs wg (4wc) Gi fzwgKv

E. Jerome McCarthy Zvi Marketing Mix gZev` h PviwU Dcv`vb (4 Ps) Gi K_v ejQb Zvnjv:

cY (Product)

vb (Place)

g~j (Price)

cPvi (Promotion)

cY (Product) :-

cY Drcv`b Gi cwiKbvi mgqB Lqvj ivLZ ne h, Avgvi/Avgv`i Drcvw`Z cYwU KZUzKz vZv/fvvi Pvwn`v cyib KiZ mg ne | cY Drcv`b cwiKbvi AvM AekB evRvi vZv/fvv`i gvS wK cYi Pvwn`v iqQ Zv Rb wbZ ne Ges fe `LZ ne h,

- Drcvw`Z h cYwU w`q vZv/fvv`i Pvwn`v gUvbvi K_v fvewQ mB cYwUi gvS Av` mB kw/mvg_ AvQ wKbv ? - eZgvb evRvi h mKj cY cvIqv hvq, mB mKj cYi PvBZ Avgv`i Drcvw`Z cYi MybMZ gvbi cv_K Kv_vq ? - KbB ev GKRb vZv/fvv Zv`i eZgvb cQ`i cYwU ev` w`q Avgv`i Drcvw`Z cYwU wKbeb ?

AekB G mg cki Di mvgb iL vZv/fvv`i mw ARb KiZ cvie Ggb cY wbqB eemv Z_v cY evRviRvZKib i Kiv cqvRb | cY h aibiB nvK bv

Kb, `kgvb (Goods) A_ev `kgvb bq (Service) cY evRviRvZKibi Kkj wbavibi mgq AekB wbv welqjK iZ w`Z ne:

Avgiv wK cY wbq Zv/fv`i KvQ hvwQ Zv wbavib Kiv |

cYi GKwU bvgKib (Brand) Kiv |

cYi gvoK (Packaging) AvKlbxq/wbwZ Kiv |

cYi bMZ (Quality) gvb wbwZ Kiv |

cYwU AvKlbxq (Look) Ki Zix Kiv |

cY mwKZ Z_c (Fixture) h_v_fve Dcvb Kiv |

cY wewi ci cY vcb (Installation) mnhvwMZv Kiv |

cYi weqvi mev (After Sale Service) wbwZ Kiv |

cYi gvb (Warranty/Garranty) wbwZ Kiv |

vb (Place) :-

cY Zv/fvvi KvQ ^ mgq, mwVKfvecQ w`Z cY evRviRvZKibi vb wbavib AZv iZc~Y | `yBfve GwU wPv Kiv hZ cvi, aiv hvK GKRb z` eemvqx GKwU gv `vKvbi/eemv cwZvbi gvag Zvi cYmev Zvi vZv/fvvi KvQ cQ w`Z Pvq | m Zvi `vKvb ev eemv cwZvbwU Gi Rb Ggb GKwU RvqMvq wbavib KiZ ne, hLvb Zvi KvwLZ vZv/fvviv wbivc` mnR AvmZ cvib Ges hLvbKvi hvZvqvZ eev fvj Ges wbivc` | Avevi aiv hvK Kvb eo eemvqx/Drcv`bKvix mvov evsjv`k Qwoq-wQwUq _vKv Zv`i Zv/fvv`i KvQ Zv`i cY cQ w`Z Pvq | mviv`k QvU -eo mieivnKvixi gvag mB cwZvbwU Zv`i cY cQ w`Z cvib,mI mieivnKvix Ges MvWvDbjv Ggb RvqMvq wbavib KiZ ne, hLvbi hvZvqvZ eev fvj, Kg LiP, Kg mgq wbivc` cQvbv hvq |

cY evRviRvZKibi vb wbavibi mgq AekB wbv welqjK iZ w`Z ne:

cY Kv_v _KvZv/fvvi KvQ cQvbv ne mB vb (Placement) wbavib Kiv |

cY evRviRvZKibi Rb wK Ges Kvb aibi cwienb/eev (Distribution Channel) Mnb Kiv ne Zv AvM _KB wbavib Kiv |

cY evRviRvZKibi Rb cwienb QvovI Abvb h mKj mnhvwMZv (Logistic) cqvRb nZ cvi Zv AvM_KB wbwZ Kiv |

cY evRviRvZKibi cyeB wKfveKv_vqKv_vq cY, UvKv, I Abb wnmve msib

(Record Keeping) Kiv Ke Zv wbavib Kiv |

K, wKfve,Kv_v _K cYi Pvwn`v cvVvbv ne (Order Processing) Zv AvM _K wbavib Ki ivLv | eZgvb eemvqx cwZvb mgyn BUvibU/gvevBj/wewfb wWwRUvj wWfvBm eenvi Ki ^ mgqi ga wewfb RvqMv _K K` cYi Pvwn`v cvwVq _vK | me nj cYi Pvwn`v cib Gi Rb G iKg wWwRUvj wWfvBm eenvi Kiv |

cYi evRvii cwiwa KZUzKz ne (Market Coverage) Gi wmv Mnb GKwU AbZg iZc~Y KvR| Drcvw`Z cY viv KZUzKz cwiwa wbq cY evRviRvZ Kiv me Zv AvM _KB wVK KiZ ne | cYi evRvii cwiwa Abyhvqx cY evRviRvZKibi Abvb myhvM myweavi eev Kiv |

cY evRviRvZ Kibi Rb Kvvbxi mv_ msib KiZ cvi G iKg mieivnKvix,

LyPiv weZv (Distributors) evQvB Kiv |

g~j (Price) :-

Avgv`i `kiZv/fvviv gvUvgvwU `ywU fvM wef GK fvM Zv/fvv cYi

bMZ gvb ev` w`q Kg `vg cY wKbZ Pvb | AviK`j Zv/fvv iqQ hviv

cYi g~j GKUz ewk njI bMZ gvb myb cY wKbZ AvMnx | Avi

mKjZv/fvvB ^ `vg bMZ gvb myY cY wKbZ v^Q`eva Ki | cYi

g~j wbavib ZvB GKwU RwUj KvR, hvi Dci cYi mdjZv AbKvsk wbfi Ki |

cYi g~j wbavibi mgq wbv welqjv Lqvj iL cbi g~j wbavib Kiv

DwPZ:-

cY evRviRvZKibi AvMB cYi g~j wbavibi Kkj wbavib Kiv DwPr A_vr

Kvb Kkj Abymib Ki Avgiv cYi g~j wbavib Kiev |

D`vnib : 01: GKwU Kvvwbi GKwU cY Drcv`b KiZ LiP nq 100 UvKv, Gi

mv_ KvvwbwU 25% jfvsk hvM Ki 125 UvKvq cY evRviRvZ Kivi wmv

wbj| gvm kl `Lv MjKvvwbwU 10000 wcm cY wew KiZ mg nqQ |

10000 wcm cYi weqg~j --- 1250000/- UvKv |

10000 wcm cYi Drcv`b LiP --- 1000000/- UvKv |

10000 wcm cYi _K cv jfvsk - 250000/- UvKv |

D`vnib : 02: GKwU Kvvwbi GKwU cY Drcv`b KiZ LiP nq 100 UvKv, Gi

mv_ KvvwbwU 15% jfvsk hvM Ki 115 UvKvq cY evRviRvZ Kivi wmv

wbj | gvm kl`LvMjKvvwbwU 11000 wcm cY wew KiZ mg nqQ|

10000 wcm cYi weqg~j --- 1265000/- UvKv |

10000 wcm cYi Drcv`b LiP --- 1000000/- UvKv |

10000 wcm cYi _K cv jfvsk - 265000/- UvKv |

Dcii D`vnib `ywU `Lv hvQ h, 10000/- GKB gyjab eenvi Ki GKwU Kvvwb gvm Avq KiQ 25000/- UvKv Ges 10000 Rb Zv/fvvi KvQ cQvZ ciQ Abw`K AviKwU Kvvwb gvm Avq KiQ 265000/- UvKv Ges 11000/- Rb Zv/fvvi KvQ cQvZ ciQ | GB eeavb Zix nqQ aygv cYi g~j Kg Ges ewk nevi Kvib | c_g KvvwbwU cwZwU cY _K 25 UvKv jvf KijI gvmkl Zviv 25000/- UvKv Avq KiQ Abw`K cwZwU cY _K 15 UvKv jvf KijI gvm kl Zviv 265000/- UvKv Avq KiZ mg nqQ|

cYi g~j wbavibi mgq KvbKvvwb A cY_KB AwaK jvf KiZ Pvq AveviKvbKvvwb AwaK cY wew Ki evRviRvZKibi mgq Lqvj ivLZ ne:

cY wbavibi Kkj wK ne Zv AvM_KB wVK Ki ivLZ ne | GKwUKvvwbZ hw` GKvwaK cY Drcv`b Ges evRviRvZ Kiv nq Zvnj m cwZwU cY evRviRvZ Kibi Rb wfb wfb Kkj Aejb^ Kiv DwPr, Kvib cwZwU cY evRvii GKB Aevb ev chvq Aevb Ki bv | Kvb cYi cwZhvMx cY ewk Avevi Kvb cYi cwZhvwM cY Kg, Avevi Kvb cYi Pvwn`v gvMZ ew cvq Avevi Kvb cYi Pvwn`v wi _vK ev Kg hvq | cZKwU cY evRviRvZ Kibi AvMB cYi mveZv hvPvB Ki cYi g~j wbavibi Kkj wVK Kiv |

cY evRviRvZKibi cyeB, cYi g~j ZvwjKv Zix Kiv Ges cYi g~j ZvwjKv Abyhvqx hvZ cY evRvi weq Kiv nq m welqwU wbwZ Kiv | AbK mgq `Lv hvq h, LyPiv weZviv AwaK jvfi Avkvq cYi g~j ZvwjKvi Pq AwaK gyj cY weq KiQ | GKB cY hw` GKB evRvi GKvwaK gyj weq Kiv nq Zvnj v^fvweKfveB mB cYwU GesmB eemv cwZvbi cwZ Zv/fvv`i Avvi Afve Zix nq hv eemvi Rb gwK i^c| ZvB cY ZvwjKv Abyhvqx cY weq wbwZ Kiv |

vZv/fvv, LyPiv weZv, mieivnKvix BZvw` chvqi myweavfvMxiv (eemv evRviRvZKibi mv_ hy) wKfve Avcbvi cYi g~j cwikva Kie Zv AvM _KB wbavib Ki ivLZ ne | ay gyj cwikva Gi wbqgB bq mgqI AvM _KB wbavib Ki ivLZ ne Ab_vq evRvi AbK UvKv evKx co hvevi mvebv Zix nZ cvi| cY evRviRvZKibi mv_ RwoZ myweavfvMx eve GKwU Avw_K jb`b cwqv AvM _KB wVK Kiv |

AbK mgq cY evRviRvZKib, cPvi,vZv/weZvi Avv ARb BZvw` Kvib

g~j nvm w`q cY evRviRvZ KiZ nq | cY g~j nvm w`q cY evRviRvZKibi I GKwU mwVK cwiKbv Ki Zvici cYi g~j nvm`qv DwPr | KZwU cY g~j nvm`qv ne, KZw`b g~j nvm Pje BZvw` welqjv wbavib Ki Zvici g~j nvm w`q cY evRviRvZ Kiv |

AbK mgq`Lv hvqh, AbK eemv cwZvb evwK ev cieZxZ g~j cwikva GB wbqgI cY evRviRvZ Ki _vK | G mwVK cwiKbv Ges wbqgbxwZi ga w`q cY evRviRvZ Kiv |

cPvi (Promotion) :- cPviB cmvi - eemvi mv_ RwoZ A_P G K_vwU wekvm Kib bv, Ggb eemvqx LyR cvIqv gywj | mgqi mv_ mv_ cY evRviRvZ Kibi Kkj hgb cwieZb GmQ Zgwb cwieZb GmQ cYi cPvii I | eZgvb wewfb gvag cv Aejb^ Ki KvwLZ Zv/fvvi KvQ cQ `qv nQ KvwLZ cY mwKZ evZv | cYi cPvii Rb eemvqx cwZvbjvZv/fvv AvKlb Kivi Rb cYi wevcb, mivmwi cY weq, ewMZfve cY weqmn bvbvwea Kkj Aejb^ Ki _vK | eZgvb mvgvwRK hvMvhvM gvagKI eemvqx cwZvbjv evcKfve eenvi KiQ Zv/fvv AvKlb Kivi Rb|

cY cPvii wmv MnYi mgq AekB wbv welqjK iZ w`Z ne:

wevcb (Advertisement) :- cYi Rb KvwLZ Zv/fvv AvKlb Gi Rb cYi Mybvejx, Z_, Qwe mw^jZ wevcb `qv AZv cyibv Ges Rbwcq GKwU Kkj | cYi wevcb `qvi Rb GK mgq eemvqx cwZvbjv ewkifvMB wejevW,cvvi,`qvj wjLb, BZvw` gvag eenvi Ki _vKZv, wK eZgvb Gjvi cvkvcvwk BjwbK Ges wcU wgwWqv GKwU eo RvqMv `Lj Ki iLQ | cw_ex wekvqbi Kvib BjwbK Ges wcU wgwWqv eenvii cwiwa hgb ew cqQ Zgwb vZv/fvv `Lj BjwbK Ges wcU wgwWqvq eemvqx`i cYi wevcb `evi cwZhvMxZvI ew cqQ | Kvb gvag Avcbvi cYi wevcb w`eb Zvi wmv Mnbi cye Avcbvi cYi KvwLZ Zv/fvv, evRU, vb, mgq, weePbv Ki wevcb `evi wmv Mnb Kib | GKwU bZzb Kvvwb

Uwjwfkb evRviRvZ Ki, Zviv wm&v wbjv h,UwjwfkbwUi Zv/fvv ewi Rb Uwjwfkb wevcb w`eb, Zviv wevcb `evi Rb GKwU wbDRPvbjK eQ wbjv Ges mgq wbavib Kijv cwZw`b `ycyi 12 Uv | Avgv`i `k mvavibZ wbDRPvbj jvi `kK webv`b wbfi wUwf Pvbj Gi Pq ZzjbvgyjK Kg Ges `ycyi 12Uv njv GK`g ev GKwU mgq, G mgq ewkifvM gvbylB wbR wbR KvR ev _vK, ivZi (webv`b mgq) Pq `ycyi 12 Uvq wUwf `kKI _vK ZzjbvgyjK AbK Kg | v^fvweKfvMB GB wmv Abyhvqx eemvqx cwZvbwU Zv`i KvwLZ Zv/fvv AvKlb KiZ e_ neb ej avibv Kiv hvq |

evZv cib (Massage) : cY mwKZ evZv cib wai wai GKwU Rbwcq gvag wnmve cwiwPwZ jvf KiQ | wekl Ki B-gBj, GmGgGm, BZvw` gvagjv weMZ KqK eQi ek Rbwcq nq DVQ | GB gvagi GKwU wekl myweavi w`K njv eemvqx cwZvbjv Zvi KvwLZ Zv /fvvK j Ki mivmwi Zvi cY mwKZ Z_ cvVvZ cvib Ges Ab gvagi Pq LiPI ZzjbvgyjK AbK Kg | GB gvag Gi RbwcqZvi Dci wfw Ki eZgvb G `k ek wKQz eemvqx cwZvbI Mo DVQ hviv mvdji mv_ G mwKZ mev w`q hvQ |

cY weq ew (Sales Promotion) : cY weq ewi gvag cYi cmvi Ges

cPvi ej eeZ GKwU gvag | cYi Zv/fvv AvKlb Kivi Rb Avjv`v Kvb cPvi Gi eev bv Ki cYwU Zv /fvvi KvQ cQ `qvB GB gvag Gi mePq eo Kkj | GB KkjwU cyibv Kvvbx ev cYi Rb hZUv mnR, bZzb GKwU Kvvbx ev cYi Rb ZZUv mnR bq | cY weq ewI Rb Kvvbxjv Zv`i cYi g~j nvm, bvbvwea Dcnvi, GKwU cYi mv_ Ab AviKwU cY wd, mn bvbviKg Kkj Aejb^ Ki _vK | GB Kkj Gi AbZg Dk njv fvvK Zvi cYwU eenvii gvag cYi bMZ gvb mK AewnZ Kiv |

evwMZfve weq (Personal selling ) : wbR`i cYwU mivmwi Zv /fvvi KvQ ewMZfve Kvvwbi cwZwbwai gvag cY weq KivB njv GB gvagi Dk | Zv/fvv cYi KvQ bq cY Zv/fvvi KvQ cQ hve GB Dk gv_vq iLB AbK eemvqx Zv`i cY cPvii Rb GB gvag eenvi Ki _vKb | Ze cYi AvKvi, aib, g~j BZvw` AbK mgq GB gvag eenvi Kivi evav nq `vovq |

Z_ chyw (Digital Technology): eZgvb eemvqx cwZvbjv cYi cPvii Rb Ab hKvb gvagB eenvi KiK bv Kb, Z_ chyw LvZ cY Z_v eemvqx cwZvbi DcwwZ _vKZ ne GUv cvq wbqgB nq `vwoqQ | eemvqx cwZvbjv ZvB wbR`i Iqe mvBU, Ges Abvb Rbwcq mvgvwRK gvag (hgb: dBReyK, UyBUvi, wjsKwWb BZvw`) G Zv`i cY cPvi mP iqQ, ay cPvi bq cY weqi I GB gvagjv fzwgKv iL PjQ |

Znwej ( Budget) : cY cPvii Rb Znwej AZv iZc~Y Zvi Pq ewk iZcyY Avcwb Kvb gvag, KZ Znwej LiP Ki Avcbvi cYi cPvii KvRwU Kieb Ges Zvi wecixZ Avcwb KZRb Zv/fvvK AvKlb KiZ cvieb mB welq mwVK wmv MnY Kiv | cY cPvii Rb KLbvB AYK Abymib bv Ki Avcbvi cYI Rb, eemvi Rb jvfRbK Ggb GKwU gvagK eQ bqvB ceywgvbi KvR ne | gb ivLZ ne Avcwb hZv UvKv/Znwej cYi cPvii Rb LiP Kieb Zvi cfve wKy Avcbvi cYi gyj Z_v eemvi Dci coe |ZvB fe wP G welq wmv bqv cqvRb |

Abvb (Others): cYi aib, AvKvi, vb, mgq BZvw` gv_vqiL eemvqx cwZvbwU Zv`i cY cPvii Rb bvbviKg bZzb bZzbKkj Aejb^ KiZ cvib | cY cPvii Kkj hZv bZzb ne Zv/fvv AvKlb Gi mebvI ZZv ew cve |

cieZxZ mfb wc (7p) wbq AvjvPbv Kivi Avkv iBjv

cY evRviRvZKib njv kLjvi mv_ wbqwgZ Ges chvqg cwieZbkxj GKwU cwqv | AvR h cY ev Kvvbx evRvii kxl vb `LjKi iLQ AvMvgxKvj nqZv Ab Kvb cY ev Kvvbxi KvQ Zv nvivZ nZ cvi | ZvB cwZwbqZ cY evRviRvZKib bZzb bZzb Kkj, bZzb bZzb Dveb, bZzb bZzb cwiKbvi Avkq wbZ nq cwZwU KvvbxK | D`vnib wnmve ejv hvq h, GK mgq cY evRviRvZKibi Marketing Mix - 4 Ps bvg GKwU gZev` mKji KvQ mgvbfve MnYhvM wQj, wK mgqi mv_ mv_ mgqi cwieZbi Kvib, cY evRviRvZKib bZzb bZzb Kkj Dveb nevi Kvib cY evRviRvZKib GLb AbKB Marketing Mix - 4 Ps Gi cwiwa evwoq GLb Marketing Mix - 7 Ps wbq AvjvPbv Kib Ges Gi wfwZ cY evRviRvZ Ki _vKb |