Marketing Management | MBA 2nd Sem | JNTUK

MARKETING MANAGEMENT

UNIT -I

Introduction to Marketing: Needs - Wants – Demands - Products - Exchange - Transactions - Concept of Market and Marketing and Marketing Mix - Production Concept- Product Concept - Sales and Marketing Concept - Societal Marketing Concept - Green Marketing concept - Indian Marketing Environment.

UNIT -II

Market Segmentation, Targeting and Positioning: Identification of Market Segments - Consumer and Institutional/Corporate Clientele - Segmenting Consumer Markets - Segmentation Basis – Evaluation and Selection of Target Markets – Positioning Significance - Developing and Communicating a Positioning Strategy.

UNIT -III

Product and Pricing Aspects: Product – Product Mix - Product Life Cycle -Obsolescence- Pricing- Objectives of Pricing - Methods of Pricing - Selecting the Final Price - Adopting Price - Initiating the Price Cuts - Imitating Price Increases-Responding to Competitor’s Price Changes.

UNIT -IV

Marketing Communication: Communication Process – Communication Mix – Integrated Marketing Communication - Managing Advertising Sales Promotion - Public Relations and Direct Marketing - Sales Force – Determining the Sales Force Size - Sales Force Compensation.

UNIT -V

Distribution, Marketing Organisation and Control: Channels of Distribution-Intensive, Selective and Exclusive Distribution- Organizing the Marketing Department - Marketing Implementation - Control of Marketing Performance - Annual Plan Control - Profitability Control - Efficiency Control - Strategic Control.