MARKETING MANAGEMENT
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BUSINESS STATISTICS & ANALYTICS SOLVED PAPERS AND GUESS
Product Details: UTKAL UNIVERSITY BUSINESS STATISTICS & ANALYTICS
Format: BOOK
Pub. Date: NEW EDITION APPLICABLE FOR Current EXAM
Publisher: MEHTA SOLUTIONS
Edition Description: 2021-22
RATING OF BOOK: EXCELLENT
ABOUT THE BOOK
FROM THE PUBLISHER
If you find yourself getting fed up and frustrated with other DR. A.P.J. ABDUL KALAM TECHNICAL UNIVERSITY book solutions now mehta solutions brings top solutions for MARKETING MANAGEMENT contains previous year solved papers plus faculty important questions and answers specially for DR. A.P.J. ABDUL KALAM TECHNICAL UNIVERSITY .questions and answers are specially design specially for DR. A.P.J. ABDUL KALAM TECHNICAL UNIVERSITY students .
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MARKETING MANAGEMENT
Unit 1
Introduction: Nature and scope of marketing, Various marketing orientations, Need, Want, Demand, Elements of Marketing mix, customer value and the value delivery process. Understanding Consumer Behavior: Buying motives, factors influencing buying behavior, buying habits, stages in consumer buying decision process, types of consumer buying decisions.
Unit 2
Market segmentation, Targeting and Positioning: Meaning, Factors influencing segmentation, Market Aggregation, Basis for segmentation, Segmentation of Consumer. Targeting: Meaning, Basis for identifying target customers, Target Market Strategies. Positioning: Meaning, product differentiation strategies, tasks involved in positioning. Branding: Concept of Branding, Brand Types, Brand equity, Branding Positioning.
Unit 3
Product Decisions: Concept, product hierarchy, new product development, diffusion process, Product Life cycle, Product mix strategies. Packaging / Labeling: Packaging as a marketing tool, requirement of good packaging, Role of labeling in packaging. Pricing Decisions: Pricing concepts for establishing value, Pricing Strategies-Value based, Cost based, Market based, Competitor based, New product pricing – Price
Skimming & Penetration pricing
Unit 4
Place Decision: Meaning, Purpose, Channel alternatives, Factors affecting channel choice, Channel design and Channel management decisions, Channel conflict, Retailing & Types of Retailers. Advertising: Advertising Objectives, Advertising Budget, Advertising Copy, AIDA model, Public Relation: Meaning, Objectives, Types, and Functions of Public Relations. Sales Promotion: Sales Promotion Mix, Kinds of promotion, Tools and Techniques of sales promotion, Push-pull strategies of promotion, Personal Selling: Concept, Features, Functions, Steps/process involved in Personal Selling, Direct Marketing: Meaning, Features, Functions, Growth and benefits of direct marketing, different forms.
Unit 5
CRM: Meaning, Relationship Marketing Vs. Relationship Management, Types of Relationship Management, Significance of Customer Relationship Management. Global Marketing: current scenario, Global Marketing environment, Entry strategies, Global P’s of Marketing., Recent trends and Innovation in Marketing- Green Marketing, Agile Marketing
