Marketing Management

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Product Code: utu-12

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Marketing Management SOLVED PAPERS AND GUESS

Product Details: Uttarakhand Technical University Marketing Management

Pub. Date: NEW EDITION APPLICABLE FOR Current EXAM

Publisher: MEHTA SOLUTIONS

Edition Description: 2021-22

RATING OF BOOK: EXCELLENT

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If you find yourself getting fed up and frustrated with other Uttarakhand Technical University book solutions now mehta solutions brings top solutions for Uttarakhand Technical University Marketing Management book contains previous year solved papers plus faculty important questions and answers specially for Uttarakhand Technical University .questions and answers are specially design specially for Uttarakhand Technical University students .

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MARKETING MANAGEMENT

Unit-I

Marketing Concept

a) Marketing Management: Nature and Scope; Evolution of Marketing; Selling vs. Marketing; CRM; Emerging role of Marketing; Marketing Mix.

b) Marketing Environment: Concept; Need for Study; Major Elements and their Impact on Marketing Decisions.

Unit-II

a) Consumer Behaviour: Consumer vs. Organizational/Industrial Buyer; Their Characteristics; Importance of understanding Consumer Behaviour; Determinants of Consumer Behaviour; Theories of Consumer Behaviour; Various Buying Roles in Family; Types of Buying Behaviour; Consumer Decision-Making Process in Buying.

b) Market Segmentation: Nature and Importance of Segmentation; Pre-requisites for Effective Segmentation; Bases of Segmenting Consumer Markets; Market Selection Strategies; Positioning, Consumer and Industrial Market.

Unit-III

Product Decisions

Concept of Product; Classification of Products; Product Line and Product Mix; Branding, Product Support

Packaging and Labeling; Customer Services; Development of New Product; Product Life Cycle; The New

Product (Consumer); Adoption Process.

Unit-IV

a) Price Decisions: Pricing as a Marketing Variable-its Role and Importance; Price vs. Non-Price Competition; Factors Influencing Price Determination; Price Setting in Practice; Price Policies and Strategies.

b) Distribution Channels and Physical Distribution Decisions: Why are Marketing Intermediaries Used? Marketing Channel Functions; Selecting Channels Distribution; Determining The Intensity of Distribution; Channel Management Decisions- Selection, Motivation and Evaluation of Individual Middlemen; Manufacturer-Distribution Relationship; Retailing and Wholesaling; Logistics of Distribution.

Unit-V

a) Promotion Decisions: Nature; Objectives and Importance of Promotion; Communication Process; Promotion Mix and Methods; Advertising; Personal Selling; Public Relations and Sales Promotion.

b) Legal, Ethical and Social Aspects of Marketing: Consumerism; Consumer Protection Measure in India; Recent Developments in Consumer Protection in India.

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