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Marketing Management | MBA 2nd Sem | JNTUK
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Buy Latest Marketing Management Book for Mba 2nd Semester in English language specially designed for jntuk (Jawaharlal Nehru Technological University Kakinada, Andhra Pradesh) By Thakur publication.
ISBN- 9789351630661
Author's Name- Dr. Oleti V. Rao, Ananda Rao, Dr. Saroj Kumar
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.