Marketing Management MAKUT MBA Second Sem
Tax excluded
Contents
MODULE 1
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Chapter 1: Introduction to Marketing Management
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1.1. |
Marketing |
13 |
1.1.1. |
Meaning and Definition of Marketing |
13 |
1.1.2. |
Nature of Marketing |
13 |
1.1.3. |
Scope of Marketing |
14 |
1.1.4. |
Core Concepts of Marketing |
15 |
1.1.4.1. |
Needs, Wants and Demands |
15 |
1.1.4.2. |
Goods-Services Continuum |
15 |
1.1.4.3. |
Products |
16 |
1.1.4.4. |
Utility |
16 |
1.1.4.5. |
Customer Value |
17 |
1.1.4.6. |
Cost, Satisfaction and Quality |
17 |
1.1.4.7. |
Exchange and Transactions |
18 |
1.1.4.8. |
Relationship Marketing & Networks |
18 |
1.1.4.9. |
Market |
18 |
1.1.4.10. |
Marketers |
18 |
1.1.5. |
Functions of Marketing |
19 |
1.1.6. |
Importance of Marketing |
20 |
1.1.7. |
Selling versus Marketing |
21 |
1.2. |
Marketing Management |
22 |
1.2.1. |
Introduction |
22 |
1.2.2. |
Objectives of Marketing Management |
22 |
1.2.3. |
Marketing Management Tasks/ Functions of Marketing Management |
22 |
1.2.4. |
Process of Marketing Management |
23 |
1.3. |
Target Marketing: STP Approach |
24 |
1.3.1. |
Introduction |
24 |
1.3.2. |
Steps in Target Marketing |
24 |
1.4. |
Market Segmentation |
25 |
1.4.1. |
Meaning and Concept of Market Segmentation |
25 |
1.4.2. |
Various Bases for Market Segmentation |
26 |
1.4.3. |
Identification of Market Segments: Process of Market Segmentation |
28 |
1.4.4. |
Factors Influencing Segmentation |
30 |
1.4.5. |
Importance of Market Segmentation |
30 |
1.5. |
Targeting: Target Market |
31 |
1.5.1. |
Concept of Target Market |
31 |
1.5.2. |
Process of Targeting the Market |
31 |
1.5.3. |
Evaluating Market Segments to Target: Bases for Identifying Target Customers |
31 |
1.5.4. |
Selecting Target Markets: Target Market Strategies |
32 |
1.5.5. |
Limited Market Coverage Targeting |
32 |
1.5.6. |
Full Market Coverage Targeting |
33 |
1.5.6.1. |
Mass Marketing/Undifferentiated Marketing |
33 |
1.5.6.2. |
Segment Marketing/Differentiated Marketing |
33 |
1.5.6.3. |
Niche/Concentrated Marketing |
33 |
1.5.7. |
Micro Marketing |
34 |
1.5.7.1. |
Local Marketing |
34 |
1.5.7.2. |
Individual Marketing and Customisation |
34 |
1.5.8. |
Criteria for Selection of Target Market |
35 |
1.5.9. |
Benefits of Targeting |
36 |
1.5.10. |
Difference between Segmentation and Market Targeting |
36 |
1.6. |
Positioning and Differentiation |
37 |
1.6.1. |
Concept of Differentiation and Positioning |
37 |
1.6.2. |
Tasks Involved in Positioning: Process of Positioning |
37 |
1.6.3. |
Importance of Positioning |
38 |
1.6.4. |
Positioning Strategies |
38 |
1.6.5. |
Differentiation Strategies |
39 |
1.6.6. |
Value Proposition & Unique Selling Proposition (USP) |
41 |
1.7. |
Marketing Concepts/ Evolution of Marketing |
42 |
1.7.1. |
Introduction |
42 |
1.7.2. |
Production Concept |
42 |
1.7.3. |
Product Concept |
43 |
1.7.4. |
Selling Concept |
43 |
1.7.5. |
Marketing Concept: Modern Concept of Marketing |
43 |
1.7.6. |
Societal Marketing Concept |
44 |
1.7.7. |
Transactional Marketing Concept |
45 |
1.8. |
Exercise |
45 |
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Chapter 2: Marketing Planning
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2.1. |
Marketing Planning |
47 |
2.1.1. |
Meaning and Definition of Marketing Planning |
47 |
2.1.2. |
Concepts/Components of Marketing Planning |
47 |
2.1.3. |
Steps Involved in Marketing Planning |
48 |
2.1.4. |
Importance of Marketing Planning |
49 |
2.2. |
Marketing Strategy |
50 |
2.2.1. |
Introduction |
50 |
2.2.2. |
Elements of Marketing Strategy |
50 |
2.2.3. |
Process of Developing Marketing Strategy |
51 |
2.2.4. |
Essentials of Marketing Strategy |
52 |
2.3. |
Marketing Mix |
53 |
2.3.1. |
Introduction |
53 |
2.3.2. |
Elements of Marketing Mix |
53 |
2.3.2.1. |
4Ps/Traditional Marketing Mix/4P’s of Marketing |
53 |
2.3.2.2. |
7Ps/Service Marketing Mix (7P’s) |
54 |
2.3.2.3. |
4C’s of Marketing |
56 |
2.3.3. |
Factors Affecting Marketing Mix |
57 |
2.3.4. |
Importance of Marketing Mix |
58 |
2.4. |
Marketing Information System (MkIS) |
58 |
2.4.1. |
Introduction |
58 |
2.4.2. |
Components of MkIS |
58 |
2.4.2.1. |
Internal Marketing Information |
59 |
2.4.2.2. |
Marketing Intelligence System |
59 |
2.4.2.3. |
Marketing Research |
60 |
2.4.2.4. |
Analysis and Processing of Information |
60 |
2.4.3. |
Importance of MkIS |
60 |
2.5. |
Marketing Environment |
61 |
2.5.1. |
Introduction |
61 |
2.5.2. |
Various Environmental Factors Affecting the Marketing Functions/Factors Affecting Marketing Environment |
61 |
2.5.3. |
Internal Marketing Environment |
61 |
2.5.4. |
External Marketing Environment |
62 |
2.5.4.1. |
Analysing the Organisation’s Micro Environment |
62 |
2.5.4.2. |
Company’s Macro Environment |
63 |
2.5.5. |
Differences between Macro and Micro Environment |
65 |
2.5.6. |
Significance of Marketing Environment Analysis |
65 |
2.5.7. |
Methods and Techniques used for External Environment Analysis |
66 |
2.5.7.1. |
ETOP Study |
66 |
2.5.7.2. |
QUEST Analysis |
67 |
2.5.7.3. |
SWOT Analysis |
68 |
2.5.7.4. |
PESTEL/ PEST Analysis |
70 |
2.6. |
Marketing Plan |
70 |
2.6.1. |
Introduction |
70 |
2.6.2. |
Nature of Marketing Plans |
71 |
2.6.3. |
Elements of Marketing Plan/Contents of Marketing Plans |
71 |
2.6.3.1. |
Executive Summary |
71 |
2.6.3.2. |
Situation Analysis |
72 |
2.6.3.3. |
SWOT Analysis |
72 |
2.6.3.4. |
Marketing Strategy |
72 |
2.6.3.5. |
Financials/Financial Projections |
72 |
2.6.3.6. |
Control/Marketing Control |
72 |
2.6.4. |
Importance of Marketing Plan |
73 |
2.7. |
Corporate Level Strategies |
73 |
2.7.1. |
Introduction |
73 |
2.7.2. |
Types of Corporate Level Strategies/Directional Strategy |
74 |
2.7.2.1. |
Expansion/Growth Strategies |
74 |
2.7.2.2. |
Stability Strategy |
75 |
2.7.2.3. |
Retrenchment Strategy |
75 |
2.7.2.4. |
Combination Strategy |
76 |
2.8. |
Strategic Business Unit (SBU) |
77 |
2.8.1. |
Concept of Strategic Business Unit (SBU) |
77 |
2.8.2. |
Nature of SBU |
78 |
2.8.3. |
Merits of SBU |
78 |
2.8.4. |
Demerits of SBU |
78 |
2.9. |
Strategic Choice |
78 |
2.9.1. |
Introduction |
78 |
2.9.2. |
Process of Strategic Choice |
79 |
2.9.3. |
Criteria for Strategic Choice |
80 |
2.9.4. |
Tools and Techniques of Strategic Choice |
80 |
2.9.4.1. |
BCG model |
80 |
2.9.4.2. |
Product-Market Grid |
82 |
2.9.5. |
Porter’s Five Forces Model |
83 |
2.9.5.1. |
Rivalry inside Industry |
84 |