33.

Explain the following functions of marketing:
(i) Gathering and analysing market information;
(ii) Marketing planning; 
(iii) Customer support services and
(iv) Physical distribution

1) Gathering and Analysing Market information: One of the important functions of a marketer is to gather and analyse market information. It is important to identify the needs and wants of the customers and thus to produce such products which makes the customers satisfied. An analysis of the market for the various opportunities and threats is also very important.
2) Marketing Planning: Another important activity or area of work of a marketer is to develop appropriate marketing plans so that the marketing objectives of the organisation can be achieved. He will have to develop a complete marketing plan covering various important aspects including the plan for increasing the level of production, promotion of the products, etc. and specify the action programmes to achieve these objectives. Planning also includes various strategies to be adopted at critical stages.
3) Customer Support Services: It is a very important function of the marketing management which relates to developing customer support services such as after sales services, handling customer complaints and adjustments, procuring credit services, maintenance services, technical services and consumer information. All these services aim at providing maximum satisfaction to the customers, which is the key to marketing success in modern days. It helps the management to retain the customers and build customer loyalty and thus a long term relation.
4) Physical Distribution: Managing physical distribution is another very important function in the marketing of goods and services. The two major decision areas under this function include
(a) Decision regarding channels of distribution or the marketing intermediaries (like wholesalers, retailers) to be used and
(b) Physical movement of the product from where it is produced to a place where it is required by the customers for their consumption or use.
The important decision areas under physical distribution include managing inventory, storage and warehousing and transportation of goods from one place to the other.