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Marketing Management

ISBN- 978-93-5163-484-3
Prof. (Dr.) V.K. Chaudhary
₹240.00
Tax excluded
MBAT204 - MARKETING MANAGEMENTUnit 1
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 2
(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 3
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 4
(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 5
(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.
UTU2019/MBA/2/03
50 Items
Data sheet
- Authors
- International ISBN Agency
- Published Date
- 1998
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