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The scope of marketing can also be understood easily by studying the roles and responsibilities of the marketing department. Scope of marketing can be described by having an understanding of the functions of marketing. Scope refers to the areas that a subject covers. Nature and Scope of Marketing – Areas Covered in the Subject A marketer to be socially responsive owes responsibility towards employees, consumer, shareholder etc. These social activities are a part of marketing as the units have to protect and pro0.mote the interest of the society. It derives its much needed inputs from society and therefore owes a responsibility towards the society. Traditionally, marketing was concerned with buying and selling of goods and ser­vices only but now its scope has widened and it encompasses a range of activities from consumer satisfaction to consumer delight and management of customer relationship.īusiness and society are interrelated and interdependent. The rapid changes in various sectors have brought great changes in the concept of marketing. Marketing being a part of social science is highly dynamic and complex in nature. Nature and Scope of Marketing: Areas, Aspects and Entities Covered in Marketing Nature and Scope of Marketing – Products and Services, Marketing Research, Channel of Distribution, Physical Distribution, Promotional Decisions and Pricing Decisions

Institute of Marketing and American Marketing Association. Learn about the areas, aspects and entities covered in marketing.Īlso learn about the scope of marketing as suggested by international institutes like, U. In this article we will discuss about the scope of marketing. which are not tangible in nature and can’t be owned by the buyers. They also include services like banking, air travel, hotel stay, tourism, etc.

Market offerings are not limited to physical goods.

offered to a market to satisfy specific needs and wants of people.

Market offering is a combination of goods, services, ideas, persons, places, information, etc. The scope of marketing is determined by the marketing offering of an organization.