Question
विपणन को परिभाषित करें। 1950 के दशक से वर्तमान सामाजिक विपणन युग तक विपणन दर्शन के विकास का वर्णन करें।
Answer :
Word Count : 1018
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विपणन वह प्रक्रिया है जिसके माध्यम से उत्पादों और सेवाओं का निर्माण, मूल्य निर्धारण, वितरण और प्रचार इस प्रकार किया जाता है कि उपभोक्ताओं की आवश्यकताओं और इच्छाओं की संतुष्टि हो सके तथा संगठन अपने उद्देश्यों को प्राप्त कर सके। सरल शब्दों में विपणन उत्पादक और उपभोक्ता के बीच एक सेतु का कार्य करता है। यह केवल वस्तुओं की बिक्री तक सीमित नहीं है, बल्कि उपभोक्ताओं की आवश्यकताओं की पहचान करना, उनके अनुसार उत्पाद या सेवाएँ विकसित करना, उचित मूल्य तय करना, उन्हें सही स्थान पर उपलब्ध कराना तथा प्रभावी संचार के माध्यम से ग्राहकों को आकर्षित करना भी विपणन की प्रक्रिया का महत्वपूर्ण भाग है। पर्यटन के संदर्भ में विपणन का अर्थ पर्यटन स्थलों, सेवाओं और अनुभवों को इस प्रकार प्रस्तुत करना है कि पर्यटक आकर्षित हों और पर्यटन उद्योग का विकास हो सके। समय के साथ-साथ विपणन की अवधारणा और दर्शन में महत्वपूर्ण परिवर्तन हुए हैं। 1950 के दशक से लेकर वर्तमान सामाजिक विपणन युग तक विपणन दर्शन का विकास कई चरणों में हुआ है। इन चरणों को समझना इसलिए आवश्यक है क्योंकि इससे यह स्पष्ट होता है कि व्यापार और उद्योग ने बदलते समय के साथ उपभोक्ताओं की अपेक्षाओं के अनुसार अपने दृष्टिकोण में किस प्रकार परिवर्तन किया। 1950 के दशक के आसपास उत्पादन उन्मुखता (Production Orientation) का दौर प्रमुख था। इस दर्शन के अनुसार यह माना जाता था कि उपभोक्ता
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