MARKETING MANAGEMENT

FULLY SOLVED BOOK 

 

MARKETING MANAGEMENT

 

Unit 1:
Introduction to Marketing: Introduction, Definitions of market and
marketing, The Exchange Process, Elements of Marketing Concept,
Functions of Marketing, Old Concept or Product- oriented Concept,
New or Modern or Customer- oriented Concept, Marketing
Environment, Techniques used in environment analysis, Characteristics
(Micro and Macro), Marketing to the 21st century customer16
Unit 2:
Consumer Behaviour Analysis: Meaning and Characteristics,
Importance, Factors Influencing Consumer Behaviour, Consumer
Purchase Decision Process, Buying Roles, Buying Motives, Buyer
Behaviour Models
Unit 3:
Market Segmentation, Targeting & Positioning: Concept of Market
Segmentation, Benefits, Requisites of Effective Segmentation, Bases for
Segmenting Consumer Markets, Market Segmentation Strategies.
Targeting - Bases for identifying target Customer target Marketing
strategies, Positioning - Meaning, Product Differentiation Strategies,
Tasks involved in Positioning.Branding - Concept of Branding, Types,
Brand Equity, Branding strategies.
Unit 4:
Managing the Product: Concept, product hierarchy, product line,
product mix, product mix strategies, Product life cycle and its strategies,
New Product Development, packing as a marketing tool, Role of
labelling in packing.
Unit-5
Pricing decisions: Significance of pricing, factor influencing pricing
(Internal factor and External factor), objectives, Pricing Strategies-Value
based, Cost based, Market based, Competitor based, Pricing Procedure.
Marketing Channels: Meaning, Purpose, Factors Affecting Channel
Choice, Channel Design, Channel Management Decision, Channel
Conflict, Designing a physical Distribution System, Network Marketing,
Unit 6:
Marketing Planning: Meaning, Concepts, Steps involved in Marketing
planning, Marketing Audit- Meaning, Feature, Various components of
Marketing Audit Marketing Strateg