Introduction to Marketing

Introduction to Marketing

 What is Marketing?

• Many people think of marketing as only selling and advertising. We are attacked every day with TV commercials, catalogs, sales calls, and e-mail pitches. However, selling and advertising are only the tip of the marketing iceberg.


• Broadly defined, marketing is a social and managerial process by which individuals and organizations obtain what they need and want through creating and exchanging value with others. In a narrower business context, marketing involves building profitable, value laden exchange relationships with customers. Hence, we define marketing as the process by which companies create value for customers and build strong customer relationships in order to capture value from customers in return.

 Definition of Marketing:

• According to Philip Kotler, “Marketing Management is the analysis, planning, implementation and control of programs designed to bring about desired exchanges with target audiences for the purpose of personal and of mutual gain. It relies heavily on the adoption and coordination of product, price, promotion and place for achieving responses.“


• According to American Marketing Association (2004)– “Marketing is an organizational function and set of processes for creating, communicating and delivering value to customers and for managing relationships in a way that benefits both the organization and the stakeholder.“

• According to Eldridge (1970)– “Marketing is the combination of activities designed to produce profit through ascertaining, creating, stimulating, and satisfying the needs and/or wants of a selected segment of the market.”

 Marketing Defined

• Marketing is the activity, set of instructions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.

 Exchange as the focus

The following conditions must exist for a marketing exchange to take place:

►Two or more people or organizations must be involved, and each must have needs or wants to be satisfied. If you are totally self-sufficient, there is no need for an exchange.

►The parties to the exchange must be involved voluntarily.

►Each party must have something of value to contribute in the exchange, and each must be believe that it will benefit from the exchange.

►The party must communicate with each other. The communication can take many forms and may even be through a third party, but without awareness and information there can be no exchange.

 Inventor & Innovator

 

 Nature of Marketing

① Marketing is an Economic Function

Marketing embraces all the business activities involved in getting goods and services , from the hands of producers into the hands of final consumers. The business steps through which goods progress on their way to final consumers is the concern of marketing.

② Marketing is a Legal Process by which Ownership Transfers 
In the process of marketing the ownership of goods transfers from seller to the purchaser or from producer to the end user.

③ Marketing is a System of Interacting Business Activities 
Marketing is that process through which a business enterprise, institution, or organization interacts with the customers and stakeholders with the objective to earn profit, satisfy customers, and manage relationship. It is the performance of business activities that direct the flow of goods and services from producer to consumer or user.

④ Marketing is a Managerial function 
According to managerial or systems approach – “Marketing is the combination of activities designed to produce profit through ascertaining, creating, stimulating, and satisfying the needs and/or wants of a selected segment of the market.” 

According to this approach the emphasis is on how the individual organization processes marketing and develops the strategic dimensions of marketing activities. 

⑤ Marketing is a social process 
Marketing is the delivery of a standard of living to society. According to  Cunningham (1981) societal marketing performs three essential functions:-

• Knowing and understanding the consumer’s changing needs and wants;


• Efficiently and effectively managing the supply and demand of products and services; and


• Efficient provision of distribution and payment processing systems.

⑥ Marketing is a philosophy based on consumer orientation and satisfaction

⑦ Marketing had dual objectives – profit making and consumer satisfaction

 Scope of Marketing

① Study of Consumer Wants and Needs
Goods are produced to satisfy consumer wants. Therefore study is done to identify consumer needs and wants. These needs and wants motivates consumer to purchase.

② Study of Consumer behavior
Marketers performs study of consumer behavior. Analysis of buyer behavior helps marketer in market segmentation and targeting.

③ Production planning and development
Product planning and development starts with the generation of product idea and ends with the product development and commercialization. Product planning includes everything from branding and packaging to product line expansion and contraction.

④ Pricing Policies
Marketer has to determine pricing policies for their products. Pricing policies differs form product to product. It depends on the level of competition, product life cycle, marketing goals and objectives, etc.

⑤ Distribution
Study of distribution channel is important in marketing. For maximum sales and profit goods are required to be distributed to the maximum consumers at minimum cost.

⑥ Promotion
Promotion includes personal selling, sales promotion, and advertising. Right promotion mix is crucial in accomplishment of marketing goals.

⑦ Consumer Satisfaction

The product or service offered must satisfy consumer. Consumer satisfaction is the major objective of marketing.

⑧ Marketing Control
Marketing audit is done to control the marketing activities.

 Marketing Management

►The art and science of choosing target markets and building profitable relationships with them.

►Requires that consumers and the marketplace be fully understood.

►Aim is to find, attract, keep, and grow customers by creating, delivering, and communicating superior value.

Marketing managers must consider the following, to ensure a successful marketing strategy:

1. What customers will we serve?
   — What is our target market?


2. How can we best serve these customers?
      — What is our value proposition?

 Needs, Wants, and Demands

Need: State of felt deprivation including physical, social, and individual needs.

• Physical needs: Food, clothing, shelter, safety


• Social needs: Belonging, affection


• Individual needs: Learning, knowledge, self-expression

Want: Form that a human need takes, as shaped by culture and individual personality.

Demand

•Wants + Buying Power = Demand

 Types of Demand

1. Negative Demand


2.  No Demand


3. Latent Demand


4. Declining Demand


5. Irregular Demand


6. Full Demand


7. Overfull Demand


8. Unwholesome Demand

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Introduction to Marketing

Basic weft Knitting Loops

Basic weft Knitting Loops (Formation, properties and effects)

There are three basic types of loops of weft knitting

Knit stitch

 Features of Knit stitch

 When the needle is raised sufficiently high by the camming action to obtain the yarn in the hooked portion of the needle and the old loop is below the latch [i.e, the old loop is cleared], a knit stitch will be formed as the needle descends.

 A knitted loop stitch is produced when a needle receives a new loop and knocks over the old loop that it held from the previous knitting cycle.

Tuck Stitch

 Features of tuck stitch

 A tuck stitch is composed of a held loop, one or more tuck loops and knitted loops.              It is produced when a needle holding its loop (T) also receives the new loop, which becomes a tuck loop because it is not intermeshed through the old loop.

 The tuck loop thus assumes an inverted V or U-shaped configuration.              

 The head of the tuck is visible  on the reverse of the stitch.

 The side limbs of tuck loops thus tend to show through onto the face between adjacent wales.

 Tuck stitch structures show a faint diagonal line effect on their surface.

 In analysis, a tuck stitch is identified by the fact that its head is released as a hump shape immediately the needle loop above it is withdrawn.

 A knitted loop would be required to be separately withdrawn.

 Tuck Stitch Formation Process

 Effect of tuck stitches

 Fabric with tuck stitches is thicker than knit stitches due to accumulation of yarn in stitches at tucking places.

 The structure with tuck stitches is wider than with knit stitches as the loop shape has a wider base.

 As the loop length is shortened, the tuck stitched structure is less extensible.

 Due to thicker in nature, the tuck stitched fabric is heavier in weight per unit area than the knit stitches.

 Tuck stitched structure is more porous and open than the knit stitched fabric.

 Tuck stitch is also used to get fancy effects by using colored yarns.

 Tuck loops reduce fabric length and length-wise elasticity because the higher yarn tension on the tuck and held loops causes them to rob yarn from adjacent knitted loops.

 Fabric width is increased because tuck loops pull the held loops downwards, causing them to spread outwards and make extra yarn available for width-wise extensibility.

 Fabric distortion and three-dimensional relief is caused by tuck stitch accumulation,   displacement of wales, and by varying numbers of tuck and knitted stitches per wale.

 The tuck stitch may also be employed to produce open-work effects, improve the surface texture, enable stitch-shaping, reinforce, join double-faced fabrics, improve ladder-resistance and produce mock fashion marks.

Float or missed stitch

 Features of float stitch

 A float stitch or welt stitch is composed of a held loop, one or more float loops and knitted loops.

 It is produced when a needle (M) holding its old loop fails to receive the new yarn that passes, as a float loop to the back of the needle.

 The float stitch shows the missed yarn floating freely on the reverse side of the held loop.

 The float extends from the base of one knitted or tucked loop to the next, and is notated by an empty square.

 The held loop extends into the courses above until a knitted loop is indicated in that wale.

 A single float stitch has the appearance of a U-shape on the reverse of the stitch.

 Float stitch fabrics are narrower than equivalent all-knit fabrics.

 As the wales are drawn closer together by the floats, thus reducing width-wise elasticity and improving fabric stability.

 The maximum number of successive floats on one needle is four.

 Six adjacent needles are usually the maximum number for a continuous float.

 A floating thread is useful for hiding an unwanted colored yarn behind the face loop of a selected color.

 The miss stitch can occur accidentally as a fault due to incorrectly set yarn feeders.

 Float Stitch Formation Process

 Effect of float stitches

 Float stitches make the fabric thinner than the tuck stitched one, as there is no yarn accumulation.

 It makes the fabric narrower as there is no looped configuration and hence the whole structure is pulled to minimum width.

 Less extensible than either knitted or tucked structure.

 Fabric is lighter in weight due to minimum yarn used in construction.

 Fabric is flimsy and less rigid compared to others.

Held loop

 

 Features of held loop

 A held loop is an old loop that the needle has retained.

 It is not released and knocked-over until the next, or a later, yarn feed.

 A held loop can only be retained by a needle for a limited number of knitting cycles before it is cast-off.

 A new loop is then drawn through it, otherwise the tension on the yarn in the held loop becomes excessive even though there is a tendency to rob yarn from adjacent loops in the same course.

 The limbs of the held loop are often elongated. They extend from its base, intermeshing in one course, to where its head is finally intermeshed.

 A held loop may be incorporated into a held stitch without the production of tuck or miss stitches in either single- or double-faced structures.

 In single-faced structures, it can only be produced on machines whose feeds or needles have a reciprocating action so that the yarn only passes across needles that are knitting, otherwise a float stitch would be produced.

 Held stitches are produced in double-faced structures by holding loops on one bed whilst continuing to knit on the other, thus producing horizontal welt and cord effects.

 Held stitches of this type are used for producing three-dimensional shaping such as heel and toe pouches for footwear, held-loop shaping on flat machines, and designs in solid color intarsia.

Drop or press off stitch

 A drop stitch fault will result if a needle releases its old loop without receiving a new one.

 Sometimes this technique is used to achieve a press-off on all needles at the end of a garment-length sequence.

 A drop stitch or press-off stitch is used very occasionally in flat knitting to cause certain loops in a plain structure to be much larger than the rest. Knitting takes place on only one bed of needles and selected needles in the other bed pick up loops that are immediately pressed-off by not receiving yarn at the next feed.

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Basic weft Knitting Loops

Float Stitch and it's Formation Process

Float Stitch and it’s Formation Process

 Float Stitch

 Features of float stitch

►A float stitch or welt stitch is composed of a held loop, one or more float loops and knitted loops.

►It is produced when a needle (M) holding its old loop fails to receive the new yarn that passes, as a float loop to the back of the needle.

►The float stitch shows the missed yarn floating freely on the reverse side of the held loop.

►The float extends from the base of one knitted or tucked loop to the next, and is notated by an empty square.

►The held loop extends into the courses above until a knitted loop is indicated in that wale.

►A single float stitch has the appearance of a U-shape on the reverse of the stitch.

►Float stitch fabrics are narrower than equivalent all-knit fabrics.

►As the wales are drawn closer together by the floats, thus reducing width-wise elasticity and improving fabric stability.

►The maximum number of successive floats on one needle is four.

►Six adjacent needles are usually the maximum number for a continuous float.

►A floating thread is useful for hiding an unwanted colored yarn behind the face loop of a selected color.

►The miss stitch can occur accidentally as a fault due to incorrectly set yarn feeders.

 Float Stitch Formation Process

    

 Effect of float stitches

►Float stitches make the fabric thinner than the tuck stitched one, as there is no yarn accumulation.

►It makes the fabric narrower as there is no looped configuration and hence the whole structure is pulled to minimum width.

►Less extensible than either knitted or tucked structure.

►Fabric is lighter in weight due to minimum yarn used in construction.

►Fabric is flimsy and less rigid compared to others.

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Float Stitch and it's Formation Process

Tuck Stitch and it's Formation Process

Tuck Stitch and it’s Formation Process

 Tuck Stitch

 Features of tuck stitch

►A tuck stitch is composed of a held loop, one or more tuck loops and knitted loops.  

►It is produced when a needle holding its loop (T) also receives the new loop, which becomes a tuck loop because it is not intermeshed through the old loop.

►The tuck loop thus assumes an inverted V or U-shaped configuration.              

►The head of the tuck is visible  on the reverse of the stitch.

►The side limbs of tuck loops thus tend to show through onto the face between adjacent wales.

►Tuck stitch structures show a faint diagonal line effect on their surface.

►In analysis, a tuck stitch is identified by the fact that its head is released as a hump shape immediately the needle loop above it is withdrawn.

►A knitted loop would be required to be separately withdrawn

 Tuck stitch formation

                                       

 Effect of tuck stitches

►Fabric with tuck stitches is thicker than knit stitches due to accumulation of yarn in stitches at tucking places.

►The structure with tuck stitches is wider than with knit stitches as the loop shape has a wider base.

►As the loop length is shortened, the tuck stitched structure is less extensible.

►Due to thicker in nature, the tuck stitched fabric is heavier in weight per unit area than the knit stitches.

►Tuck stitched structure is more porous and open than the knit stitched fabric.

►Tuck stitch is also used to get fancy effects by using colored yarns.

►Tuck loops reduce fabric length and length-wise elasticity because the higher yarn tension on the tuck and held loops causes them to rob yarn from adjacent knitted loops.

►Fabric width is increased because tuck loops pull the held loops downwards, causing them to spread outwards and make extra yarn available for width-wise extensibility.

►Fabric distortion and three-dimensional relief is caused by tuck stitch accumulation,   displacement of wales, and by varying numbers of tuck and knitted stitches per wale.

►The tuck stitch may also be employed to produce open-work effects, improve the surface texture, enable stitch-shaping, reinforce, join double-faced fabrics, improve ladder-resistance and produce mock fashion marks.

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Tuck Stitch and it's Formation Process

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Need More ?

Need More ?

Study on four truck circular knitting machine.

Study on four truck circular knitting machine.

Introduction:

Most single-jersey fabric is produced on circular machines whose latch needle cylinder and sinker ring revolve through the stationary knitting cam systems that, together with their yarn feeders, are situated at regular intervals around the circumference of the cylinder. The yarns is supplied from  cones, placed either on an integral overhead bobbin stand or on a free-standing creel, through tensioners, stop motionsand guide eyes down to the yarn feeder guides.

Different parts and their function:

1. Creel: Creel is used to contain yarn packages and supply yarn.


2. Cone holder: Cone holder holds cone package.


3. Yarn tube: Yarn is passed through yarn tube so that fly ash cannot fly on yarn and this tube protects yarn from yarn breakage.


4. Yarn cleaner: If there is any slub in the yarn, yarn cleaner defects it by showing red signal.


5. Magnetic yarn tensioner: Yarn pass in correct tension through the tensioner; especially magnetic yarn tensioner helps in maintaining proper tension.


6. Sensor: Sensor stops m/c automatically if there in any problem in the machine.


7. Yarn reserver (positive): Yarn is reserved here because yarn breakage many cause sudden shortage of yarn supply. Yarn reserver supplies yarn in regular tension.


8. Yarn guide: Form creel to needle, there are many yarn guide to create yarn supply path.


9. VDQ pulley: This part is used to control correct stitch length of knitted fabric.


10. Feeder: Feeder locates close to the needle and feeds yarn to the needle.


11. Needle detector: Needle detector defects broken needle in knitting machine.


12. Latch needle: This type of needle has a special sliding latch with other common features. This part is used to form loops.


13. Sinker: There are three types of sinkers:


14. a) Loop forming sinker: This sinker is used to hold down the old loops.


15. b) Holding down sinker: This sinker is used to hold down the old loops.


16. c) Knocking-over sinker: This sinker supports the old loop as the new loop in drawn through it.


17. Cam box: There are three types of cams in cam box-


18. Knit cam: This cam helps needle to form knit loops.


19. Tuck cam: This cam helps needle to form tuck loops.


20. Miss cam: This can helps needle to from miss loops.


21. Cam: Needle gets vertical motion by staying in contact with cam.


22. Take –up roller: This part is used to take up the fabric from cylinder.


23. Adjustable Fan: This part is used for removing lint, hairy firer from yarn and others.


24. Cloth roller: The final product i.e cloth is wound on the roller.


25. Expander: This part is used to control the with of fabric.

Calculation:

• Total needle:=π x D x G

                       = 3.1416 X 22’’ X 24

                       = 1657.92

                       =1658

• of cam= 66 x 4

                    =264

• of feeder=66 (Active 64, Gate 2)


• of cam box=66


• No of sinker=No. of needle

                     =1658

• Feeder density=Total number of feeder/cylinder Dia

                           =66/22’’=3

• Needle pitch:1/G=1/24=0.042


• Sinker cam box=22


• Came for gate=2 x 4=8

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Study on four truck circular knitting machine.

Different types of Sinkers

Different types of Sinkers

Sinker

 The sinker is the second primary knitting element (the needle being the first).

 It is a thin metal plate with an individual or a collective action operating approximately at right angles from the hook side of the needle bed, between adjacent needles.

Functions of a sinker

It may perform one or more of the following functions, dependent upon the machine’s knitting action and consequent sinker shape and movement:

• Loop formation


• Holding-down


• Knocking-over

Loop forming sinker

 On bearded needle weft knitting machines of the straight bar frame and sinker-wheel type (as on Lee’s hand frame), the main purpose of a sinker is to sink or kink the newly laid yarn into a loop (Figure) as its forward edge or catch (C) advances between the two adjacent needles.

Knock over sinker

 The third function of the sinker – as a knock-over surface – is illustrated in Fig. where its upper surface or belly (B) supports the old loop (O) as the new loop (NL) is drawn through it.

 On Tricot warp knitting machines the sinker belly is specially shaped to assist with landing as well as knock-over.

 On Raschel warp knitting machines, many V-bed flats, and cylinder and dial circular machines, the verge or upper surface of the trick-plate serves as the knock-over surface.

Holding down sinker

 The second and more common function of sinkers on modern machines is to hold down the old loops at a lower level on the needle stems than the new loops that are being formed, and to prevent the old loops from being lifted as the needles rise to clear them from their hooks.

 In Fig., the protruding nib or nose of’ sinker (N) is positioned over the sinker loop of the old loop (O), preventing it from rising with the needle.

 On tricot warp knitting machines and single bed weft knitting machines, a slot or throat (T in Fig.) is cut to hold and control the old loop.

Sinker’s operation

Loop forming sequences

Cam

Cam is the third primary knitting elements which convert the rotary machine drive into a suitable reciprocating action to the needles or other elements. Knitting cams are of three types:

1. Knit cam


2. Tuck cam


3. Missed cam

 

 

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Different types of Sinkers

Different types of Knitting needles

Different types of Knitting needles 

 Primary knitting elements

Three primary knitting elements:

Needle: Latch needle, Spring bearded needle & Compound needle.

Cam: Knit cam, Tuck Cam, Missed cam

Sinker: Holding down sinker, Knocking over and loop forming sinker

 Knitting needles with their actions

1. Latch needle


2. Spring Bearded needle and


3. Compound Needle

 Latch needle

Main parts and their functions

1. The hook: Grasping a new yarn in the process of knitting i.e. the hook which draws and retain the new loop.


2. The latch: Freely rotating around the axle and tightly closing the hook owing to the spoon located at the end of the latch.                                                                                         ►The latch blade: This locates the latch in the needle.             ►The latch spoon: which is an extension of the blade and bridges the gap between the hook and stem covering the hook when closed as shown in broken lines.


3. The stem: This carries the loops in the clearing or rest position.


4. The rivet: Which may be plain or threaded? This has been dispensed with one most plate metal needles by pinching in the slot walls to retain the latch blade.


5. The slot or Saw: This receives the latch blade.


6. The Butt: Which serving to displace the needle along the needle bed slot.


7. The Tail: This is an extension bellow the butt giving additional support to the needle and keeping the needle in its trick.

 What do you mean by four track single jersey circular knitting machine?

►Four track: there are four cams vertically for each yarn feeding position.

►Single jersey: there is only one set of needles

►Circular: the needle bed is circular.

 Knitting cycle of Latch needle

Steps are:

1.Rest Position or Run in

2.Clearing

3.Yarn feeding

4.Cast off or Knock over

5.Loop formation

 Knitting action of a latch needle and holding-down sinker

Figure (a–e) shows the knitting action of a latch needle and holding-down sinker during the production of a course of plain fabric.

a)Tucking in the hook or rest position:  The sinker is forward, holding down the old loop whilst the needle rises from the rest position.

(b) Clearing: The needle has been raised to its highest position clearing the old loop from its latch.

(c) Yarn feeding: The sinker is partially withdrawn allowing the feeder to present its yarn to the descending needle hook and also freeing the old loop so that it can slide up the needle stem and under the open latch spoon.

(d) Knock-over: The sinker is fully withdrawn whilst the needle descends to knockover its old loop on the sinker belly.

(e) Holding-down: The sinker moves forward to hold down the new loop in its throat whilst the needle rises under the influence of the upthrow cam to the rest position where the head of the open hook just protrudes above the sinker belly.

 Spring Bearded needle

Functions of different parts

1. Stem: The stem around which the needle loop is formed.


2. The hook: Where the stem is turned into a hook to draw the new loop through the old loop.


3. The beard: Which is the curved downwards continuation of the hook that is used to separate the trapped new loop inside from the old loop as it slides off the needle beard.


4. The eye /groove: Cut in the stem to receive the pointed tip of the beard when it is pressed, thus inclosing the new loop.


5. The shank or butt : Which may be bent for individual location in the machine or cast with others in a metal ‘lead’. The butt serving to attach the needle in the needle bar.

 Compound Needle

►Compound Needle consists of two separately controlled parts; these are- the open hook and the sliding closing element (tongue, latch, piston, and plunger).

►The two parts rise and fall as a single unit but at the top of the rise, the hook moves faster to open the hooks and at the start of the fall the hook descends faster to close the hook.

►It is easier to drive the hooks and tongues collectively from two separate bars as in warp knitting; than to move each hook and tongue individually as in weft knitting.

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Different types of Knitting needles

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