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Mr Narendra

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Submitted By SHAKYA86
Words 4275
Pages 18
CHAPTER – I
INTROUDCTION

1. What is Marketing?
2. Marketing Mix
3. Advertising
4. Ethics in Advertising and self Control.
5. Marketing Scenario in India at Present.
6. Aims and Objectives of the study
7. Significance and Relevance of the study
8. Definitions
9. Hypotheses of the study
10. Assumptions of the study
11. Limitations of the study

7

CHAPTER – I
INTROUDCTION
The present study is titled “ Study of Advertising Standards Council of India
(ASCI) and its role in curbing unethical marketing communication with specific reference to the portrayal of women by the advertisers.” To begin with , it is felt that it would be appropriate to state what is marketing, what is the present marketing scenario in India , what is advertising , what kind of marketing communication and advertising is taking place and how the women are portrayed in the advertisements.

1. What is Marketing?
There are a number of definitions and a huge amount of literature available on marketing . According Philip Kotler , world renowned marketing expert, the simplest definition states “Marketing is managing profitable customer relationships”. The process of marketing aims at growing current customers by delivering satisfaction and attracting new customers by promising superior values.
Yet another definition as per Philip Kotler is “Marketing is the process by which companies create value for customers and build strong customer relationships in order to capture value from customers in return”.
The American Marketing Association defines marketing as follows :
“Marketing is an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders”.
When a product is in short supply, selling is easy. However, in a competitive situation, marketer has to understand

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