What marketing actually is? Why do companies need to follow marketing tactics? What impact does it have, on people specifically, and on the society in general?

Marketing is such a vast field, that it cannot be explained comprehensively, in a few words. Marketing comprises of such techniques and strategies, through which not only a particular product reaches its targeted consumers, but even the selling company is benefited in various aspects. Broadly speaking, marketing can be divided into two major categories:

• Product Marketing, and

• Service Marketing.

Various services are marketed and sold using the tactics of service marketing. This type of marketing is practiced by banks, courier services, security companies, insurance companies, consultancy firms, travel agencies, airlines etc. On the other hand we have product marketing, which can be done for a needle to an aircraft.

Marketing consists of all stages involved in the development of a product/ service- right from the initiation of its concept on paper, to its transportation in the finished form to the market, to be used by the consumer.

It should be noted here, that many believe that marketing and sales are interchangeable terms! However, this conviction does not hold truth. In fact, sales is only one of the functions of marketing.

Marketing is based on the following procedure:

• Planning: Developing strategies and tactics for marketing a product/ service.

• In-bound Marketing: This stage comprises of marketing research, competitive analysis, pricing, branding, and other activities.

• Out-bound Marketing: This step involves advertising and sales, public relations, customer services and other promotional activities, also including the placement of products/ services.

Retaining the market share of one’s product/ service, measuring impact of designed marketing techniques on the specified geographical area, and target market, and promoting these products/ services through telephone, internet, or any other medium; all fall within the scope of marketing.

After doing MBA with major in Marketing, one can be posted on a respectable position, in the marketing department of any advertising agency, service providing firm, or any company engaged in the manufacturing of FMCGs or durables. The salary can be expected to start from 10,000, which increases depending on the hard work and creativity of a given individual. You may work in the capacity of a market researcher, brand manager and strategy developer; or can also perform in the area of retail sales. At present, marketing activities in the country are increasing at the rate of 6% per annum. Thus, if you want to develop your career, along with this fast growing field, then you should be ready to accept challenges, inculcate a sense of hard work within yourself, and polish your creative insight. If you possess all these qualities, then marketing is the ideal field for you.