MARKETING TERM PAPER
TOPIC: Marketing of Kerala
BY SHARAN C.K
USN : 12PB12MBA16
According to the American Marketing Association, "Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.
From a societal point of view, marketing is the link between a society’s material requirements and its economic patterns of response. Marketing satisfies these needs and wants through exchange processes and building long term relationships. It is the process of communicating the value of a product or service through positioning to ...view middle of the document...
* Attracts tourists for its eco tourism and effective medical care.
* 50 Must see places in the life time (NGC).
From a societal point of view, marketing is the link between a society’s material requirements and its economic patterns of response. Marketing satisfies these needs and wants through exchange processes and building long term relationships. Marketing can be looked at as an organizational function and a set of processes for creating, delivering and communicating value to customers, and managing customer relationships in ways that also benefit the organisation and its shareholders. Marketing is the science of choosing target markets through market analysis and market segmentation, as well as understanding consumer buying behavior and providing superior customer value
Kerala is the state with the lowest positive population growth rate in India (3.44%) and has a density of 819 people per km2. The state has the highest Human Development Index (HDI) (0.790) in the country according to the Human Development Report 2011. It also has the highest literacy rate (93.91%), the highest life expectancy (74 years) and the highest sex ratio (as defined by number of women per 1000 men: 1,083 women per 1000 men) among all Indian states. Kerala has the lowest homicide rate among Indian states, for 2011 it was 1.1 per 100,000. A survey in 2005 by Transparency International ranked it as the least corrupt state in the country. Kerala has witnessed significant emigration of its people, especially to the Persian Gulf countries during the Kerala Gulf boom during the 1970s and early 1980s, and its economy depends significantly on remittances from a large Malayali expatriate community. Hinduism is practised by the half of the population, followed by Islam and Christianity. Malayalam is the major spoken language. Although it is considered the "cleanest state in India", the morbidity rate, at 118, is the highest in the country. The culture of the state traces its roots from 3rd century CE. It is a synthesis of Aryan and Dravidian cultures, developed over centuries under influences from other parts of India and abroad.
Production of pepper and natural rubber contribute a prominent portion of the total national output. In the agricultural sector, coconut, tea, coffee, cashew and spices are important. The state has 590 km of coastal belt, and around 1.1 million people of the state are dependent on the fishery industry which contributes 3% of the state's income. The state's 145,704 kilometres (90,536 mi) of roads, constitute 4.2% of all Indian roadways. There are three existing and two proposed international airports. Waterways are also used as a means of transportation. The state has the highest media exposure in India with newspapers publishing in nine different languages; mainly English and Malayalam. Kerala is an important tourist destination, with the backwaters, beaches, Ayurvedic tourism, and tropical greenery among its major attractions.