MARIAN INTERNATIONAL INSTITUTE OF MANAGEMENT

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MARKETING MANAGEMENT

By: RADHA, V , OOMMEN, PT, NAIR SN
Material type: TextTextPublisher: PRASANNA AND COMPANY Subject(s): Marketing : Meaning & importance Introduction - Marketing Starts and Ends with the. Consumer - Market & Marketing - What a Market is? - Meaning and Definition of Marketing -Factual or Descriptive Approach - Legal Approach - Economic Approach -Modern Approach - Features - Objectives of Marketing - Importance of Marketing - Role of Marketing - Role of Marketing in Economic Development - Role of Marketing in Business - Integrative Function of Marketing - Common Marketing Functions - Marketing and other Allied Terms - Is Marketing a Science or an Art? - Approaches to the Study of Marketing. Modern Concept of Marketing Evolution of Marketing Concept - Why Consumer Orientation? - Factors Responsible for the Adoption of Modern Concept - Meaning and Definition of Marketing Concept - Essentials of Modern Marketing Concept - How Consumer Satisfaction leads to Better Sales? - Benefits of the Modern Concept of Marketing - Recent Developments. Marketing Mix, System & Process Marketing Mix - Meaning and Definition of Marketing Mix - Elements of the Marketing Mix - Forces affecting Marketing Mix - Marketing System -Marketing Process. Functions of Marketing Classification of Functions Introduction - Difficulties in Identifying Functions - Who Performs the Marketing Functions? - Classification of Marketing Functions - Functions of Marketing . Marketing Management Meaning and Definition of Marketing Management - Scope of Marketing Management - Nature of Marketing Management - Importance of Marketing Management - Problems of Marketing Management - Difference between Sales Management and Marketing Management - Important Functional Areas of Management - Functions of Marketing Manager/Marketing Management - Tasks of the Marketing Management - Guiding Philosophies of Marketing Management - Princ∎ples of Marketing Management. Market Segmentation .• Definition of Market Segmentation - Importance or Benefits of Market Segmentation - Requirements for Successful Segmentation - Bases for Market Segmentation - Alternative Strategies Towards Market Segmentation - Elements of Market Segmentation - Market Targetting - Market Positioning - Positioning Strategies - Strategy Opt is for Competitors in a Competitive Market - Planning a Position.Consumer Behaviour _ _ _ Meaning of Consumer Behaviour - Major Factors Influencing Consumer Behaviour - Buying Motives - Theories Contributed by Social Sciences - Maslow 's Classification of Basic Needs - Types of Buying Behaviour -Buying Decision Process - Customer Satisfaction - Reasons for the Purchases - Understanding the Consumer - Reasons for the Creation of a Dissatisfied Consumer - Role of Production Manager in Achieving Customer Satisfaction - Measurement of Customer Satisfaction - Customer Retention - Customer Value - New Standards in Customer Value - Customer Value and Satisfaction - Relationship Marketing - Meaning of Relationship Marketing - Key Elements of Information Based Marketing - Factors Necessitating Relationship Marketing - What makes Relationship Marketing Possible? The Product : Meaning, Policy & Development Introduction - Meaning and Definition - Marketing Charateristics of a Product - Classification of Goods or Products - Product Policies : Importance -Meaning and Definition - Scope - Areas Covered by the Product Policy -Product Planning and Development - Product Development - Scope of Product Planning and Development - Product Life Cycle - Stages in the Product Life Cycle - Product Life Cycle Curve - Benefits of Product Life Cycle Concept - Criticisms against the Concept - Conclusion - Product Mix and Product Line - Meaning and Definition of Product Mix - Meaning of Product Line and Item - Dimensions of Product Mix - Factors determining the Product Mix -Benefits of Product Mix - Product Mix Strategies. ' 1. Product Development : Introduction of a New Product .. Introduction - Product Diversification - The Need for New Products - What is a New Product? - Factors to be Considered before Introducing a New Product - Stages in the Development Process - Failure of a Product. Product Line Strategy : Modification & Elimination _ _ Introduction - Product Modification - Methods of Modification - Product Elimination - Symptoms of a Weak Product - Guidelines for Product Elimination. L. Product Identification : Branding & Packaging Branding - Brand, Brand Name and Brand Mark - Reasons for Branding the Proudcts - Conditions Favourable to Branding - Characteristics of a Good Brand - Advantages of Branding - Disadvantages of Branding - Brand Equity - Brand Valuation - Categories of Brand's Assets - Trade Marks - Packaging - Labelling. i Marketing of Services Introduction - Definition - Characteristics of Services - Problems in Service Marketing - Difference between Product Marketing and Service Marketing -Pricing of Services - Characteristics of Services that are to be considered . while determining its Price - Classification of Services - The Marketing Concept and Service Marketing - Growth of Service Markets - Service Marketing Strategies - Channels of Distribution for Services - Methods of Price Determination. . Pricing - Meaning of the term Price - Objectives of Pricing Decisions - Factors Influencing Pricing Decisions - Process of Price Determination of a Product -Kinds of Pricing - Basic Pricing Policies - Resale Price Maintenance - Pricing of New Products - Reactions to Price Changes - Pricing Strategies - New Product Pricing Strategies - Product-Mix Pricing Strategies - Price-Adjustment Strategies - Price Changes. 1. Channels of Distribution 154 - 162 Meaning of Distribution - Channels of Distribution - Basic Channels of Distribution - Selection of a Suitable Channel - Factors Influencing the Selection of a Channel - Public Distribution System - Levels of Channel. 5. Marketing Intermediaries - I Middlemen : Kinds & Importance 163-171 Meanign and Definition of Middlemen - Classification of Middlemen - Agent Middlemen - Merchant Middlemen - Are Middlemen Necessary? - Direct Marketing - Franchise Systems - Conclusion. 5. Marketing Intermediaries - II Wholesalers & Retailers 172-183 Wholesalers - Meaning and Definition of Wholesalers - Basic Characteristics of the Wholesalers - Functions of the Wholesalers - Services of the Wholesalers - Disservices of the Wholesalers - Classification of Wholesalers - Retailers -Importance of Retailing - Meaning and Definition of Retailers - Basic Characteristics of the Retailers - Functions of the Retailers - Services of the Retailers - Essential Requisites for Success in Retailing - Methods of Retailing. 7. Marketing Intermediaries - III Incorporated Retail Stores 184-196 Departmental Stores - Meaning and Definition of Departmental Stores -Characteristics of Departmental Stores - Merits & Demerits of Departmental Stores - Multiple Shops or Chain Stores - Mail order Houses - Super Markets - Hyper Markets. I. Sales Promotion Meaning, Scope and Benefits 197-206 Meaning and Definition of Sales Promotion - Promotion. Sales Promotion and Selling - Objectives, Importance & Limitations of Sales Promotion -Causes for the Increase in the Sales Promotion - Types of Sales Promotion . Programmes - Promotion is Producer's Responsibility. - Promotional Mix -Legal Restrictions on Sales Promotion and Advertising in India. I. Salesmanship and Personal Selling 207 - 214 Personal Selling - Qualities & Objectives of Personal Selling - Difference between Personal Selling, Advertising and Sates Promotion - Factors to be considered while taking Decision as to Personal Selling - Steps in Selling -Salesmanship - Essentials of Salesmanship - Uses of Salesmanship. *Advertising Evolution - Meaning and Definition of Advertising - Elements, Functions & Advantages of Advertising - Distrust of Advertising - Kinds of Advertising - Advertising Copy - What is an Advertisement? - Definition of Advertisement Copy - Aims of an Advertisement Copy - Elements of an Advertisement Copy - Media of Advertisement - Factors Governing the Selection of the Media - Classification of the Advertising Media - Direct Advertising - Indirect Advertising - Advertising Agencies - History and Development of Advertising Agencies - Meaning and Definition of Advertising Agency - Advertising Agencies and Management Consultants - A Comparison - Need for an Advertising Agency - Benefits or Services of an Advertising Agency -Advertising Budget - Methods of Setting an Advertising Budget or Promotion Budget - Factors to be Considered while Setting the Advertising Budget -Effectiveness of Advertising. Marketing Research History - Meaning and Definition of Marketing Research - Market Research Marketing Research - Marketing Information System and Marketing Research - Need for Marketing Research - Scope of Marketing Research -Kinds of Marketing Research - Marketing Research Procedure / Research Design - Collection of Data - Collection of Secondary Data - Collection of Primary Data - Determining the Methods of Collecting the Data / Modern Research Methods -Limitations of Marketing Research. Marketing Strategy Aims of Marketing Strategy - Factors affecting overall Marketing Strategy -Different Marketing Strategies - Strategies at Different Stages of Product Life Cycle - Strategies Based on the Firm's Share in Target Market - Elements of Comprehensive Marketing Plan - Formulating the Marketing Strategy - Elements of Marketing Planning - Implementation and Evaluation - Marketing Audit. . Rural Marketing Classification of Agricultural Commodities - The Concept of Marketable Surplus - Marketable and Marketed Surplus - Peculiar Characteristics of Agricultural Goods - Special Problems in Agricultural Marketing - Features of Markets for Agricultural Commodities - Agricultural Markting in India -Defects of the Indian Agricultural Marketing - Consumer Goods - Special Characteristics of Consumer Goods - Problems in Tapping the Rural Markets - The Changing Pattern of the Rural Market - Strategies for Rural Marketing. International
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Text book Text book MIIMLIBRARY
RACK NO-21 658.8 (Browse shelf) Available 4435

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