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SYLLABUS
Unit-I
Basics
Marketing, Market, Marketing Management, Tasks, Philosophies, Marketing Mix-expanded Marketing Mix, Marketing Program and Marketing Strategy, Managing Marketing Effort, Global Marketing, Marketing Environment – Company’s Micro and Macro Environment – Interface with other Functional Areas.
Unit-II
Market Segmentation
Levels and Bases for Segmentation, Segmenting Consumer Markets, Business Markets, International Markets, Market Targeting – Evaluating Market Segments, Selecting Market Segments – Differentiation, Product Positioning, Positioning Strategies, Demand Measurement and Sales Forecasting Methods, Estimating Current Future Demand, Competitive Strategies.
Unit-III
Marketing Programme
Decisions Involved in Product, Branding, Packaging, Product Line and Product Mix Decisions, New Product Development, Product Life Cycle, Pricing, Strategies, Distribution Channels, Channel Management Decisions, Promotion Mix - Advertising, Sales Promotion, Public Relations, Personal Selling, Online Marketing.
Unit-IV
Consumer Markets
Model of Consumer Behavior, Seven Os Structure, Factors Affecting Consumer Behavior, Stages in the Adoption Process, Industrial Markets – Characteristics, Industrial Buyer Behavior, Services Markets – Characteristics and Strategies.
Unit-V
Marketing Organization and Control
Types of Marketing Organization Structures and Factors Affecting Global Marketing Organization, Marketing Organization Annual Plan Control, Efficiency Control, Profitability Control and Strategic Control, Marketing Audit.
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CategoriesManagement
Format PDF
TypeeBook