Concept of Market

To identify and solve marketing problems through information

Market research is the systematic study and evaluation of factors bearing on business operations involving transfer of goods from producer to consumer. Its primary purpose is to identify and define marketing opportunities and problems, generate and evaluate marketing actions, and improve understanding of marketing processes. Immediate profit increase is a result, not the purpose. Eliminating competitors is not ethical or the goal. Reducing production costs is only one small aspect of broader marketing research objectives.

Increasing sales of existing products in current markets

Market penetration strategy focuses on growing by encouraging existing customers to buy more of the firm's current products in existing markets. This can be achieved by increasing frequency of use, attracting new clientele, or winning competitors' customers. Developing new products relates to product development strategy, entering new markets relates to market development strategy, and acquiring competitors relates to horizontal integration strategy.

Product, Price, Place, Promotion

The 4 P's of marketing mix, introduced by Jerome McCarthy, represent Product, Price, Place (distribution), and Promotion. These are the controllable variables that firms use to influence buyer response and create the total offer to consumers. The first option represents extended marketing mix (7 P's) used for services. Planning, Preparation, Performance, Profit are business process stages, not marketing mix elements. Production, Packaging, Pricing, Publicity mix up different business concepts.

Producer → Consumer

Direct distribution channel (zero-level channel) involves the producer selling directly to consumers without any intermediaries. Examples include bakeries, Bata shoe company retail outlets, or online direct sales by manufacturers. Producer → Wholesaler → Retailer → Consumer is a two-level indirect channel. Producer → Agent → Wholesaler → Consumer is a three-level channel. Producer → Retailer → Consumer is a one-level indirect channel with retailer as intermediary.