MKR 201: Buyers Behavior

Module Objectives
This course aims to develop students understanding in buyers purchasing behavior and the
knowledge in designing making strategies.

Contents
Concept and nature of buyer behavior, relevance, buying situations: Consumer and
organizational. Consumer and organizational buying decision process: Need / Problem
recognition, information search, evaluation, purchase and post purchase evaluations. Factors
influencing organizational buying decisions. Factors affecting consumer behavior: perception,
learning, memory, motivation, motivation, personality and attitude. Socio- environmental factors
affecting consumer behavior, family influences, social groups, social class and sub-culture.

Detailed Course

Unit 1: Introduction LH 8
Concept and nature of buyer behavior analysis Relevance of buyer behavior analysis in
marketing management. Consumer and organizational buying situations. Purpose and nature of
organizational buying.

Unit 2: Buying Decision Process LH 12
Consumer buying decision process: Need / problem recognition: problem solving situations,
process of problem recognition. Information search: types of search, internal and external search,
extent of search, Evaluation: evaluative criteria, process of evaluating alternatives. Purchase:
brand choice and store choice, brand loyalty factors, Post purchase evaluations: cognitive
dissonance, satisfaction and dissatisfaction, complaint behavior and product disposal.
Organizational buying process and decision: Need recognition, product specification, supplier
search, evaluation, purchase, and post purchase evaluations. Factors influencing organizational
buying decisions.

Unit 3: Individual Factors affecting Consumer Behavior LH 16
Perception: information processing and perceptual process, factors influencing attention and
interpretation. Learning: classical conditioning, cognitive, and vicarious learning. Memory: short-
term and long-term memory. Motivation: sources and consumer motivations. Personality:
personality theories and their applications in marketing. Attitude: attitude development, attitude
theories and models, marketing communication and attitude change.

Unit 4: Socio-environmental Factors affecting Consumer Behavior LH 9
Family influences: family purchase decisions process. Social groups: types of group, group
properties, reference groups influences. Social class: social class stratification and
characteristics. Social classs influence in consumer behavior. Culture and sub-culture:
characteristics of culture, culture dynamism, and cultural influences on consumer behavior.

Addendum: At least one case will be administered at the end of each chapter. The students will
also complete a project work and a few other assignments as specified by the faculty member.

Reference:
David L. Louden and Alber J. Della Bitta, Consumer Behavior, Tata McGraw-Hill, New Delhi.

Leon G.Schifman, Consumer Behavior, Prentice Hall of India, New Delhi.

Del I. Hawkins, Roger J. Best and Kenneth. Coney, Consumer Behavior, Tata McGraw-Hill,
New Delhi.








MKM 202: Brand Management

Module Objectives
This course aims to develop students skill in brand management with a special focus on brand-
building in the competitive and market-driven business environment.

Contents
Brand and branding: Concept, importance, and types. Brand management concept, process,
and challenges. Role of brand management. Brand equity: concept and sources. Brand building
blocks. Brand positioning: concept, process and importance. Target market market nature of
competition. Brand positioning and core brand values. Marketing strategies for brand building.
Selecting brand element, product strategy, pricing strategy, channel strategy. Promotion and
leveraging secondary associations. Brand extension, reinforcement, revitalization and portfolio
adjustment strategy.

Detailed Course

Unit 1: Introduction LH 6
Concept of brand and branding. Importance of branding to consumers, firms, and society.
Branding of various marketing entities. Types of brand hierarchy. The brand management
concept and role of a brand manager. Brand management process. Branding challenges of the
21
st
Century.

Unit 2: Brand Equity LH 8
Concept of brand equity. Sources of brand equity: awareness, associations, values, and loyalty.
Brand building blocks: brand salience, brand performance, brand image, brand judgment, brand
feelings, and brand resonance.

Unit 3: Positioning and Values LH 6
Brand positioning concept and importance. Positioning process: Identifying target market, nature
of competition, and points of parity and points of difference, selecting brand positioning (Pop and
Pod). Core brand values, brand mantras, and internal branding.

Unit 4: Marketing Strategies for Brand Building LH 16
Criteria for choosing brand elements. Selecting brand elements: brand names, logos, symbols,
characters, slogans, jingles, packaging, and URLs. Product strategy: perceived quality and value,
and relationship marketing. Pricing strategy: consumer price perceptions and price setting.
Channel strategy: direct and indirect channels for services. Promotion: marketing communication
options, integrating marketing communication programs. Leveraging secondary associations:
company name, co branding, licensing, celebrity endorsements, and events.

Unit 5: Brand Extension and Sustainability LH 9
Brand extension strategy: merits and demerits of brand extensions. Brand reinforcement strategy.
Brand revitalization strategy. Brand portfolio adjustment strategy.

Addendum: At least one case will be administered at the end of each chapter. The students will
also complete a project work and a few other assignments as specified by the faculty member.

Reference:

Kevin Lane Keller, Strategic Brand Management, Pearson Education: New Deli.

Jean Noel Kapferer, Strategic Brand Management, Kogan Page: New Delhi

David A. Aakar, Managing Brand Equity, Free Press: New York.















MKM 203: Distribution Management

Module Objectives
This module aims to develop students knowledge and skills in analyzing distribution issues and
designing appropriate distribution channels, policies and strategies.

Concepts
Concept of channel distribution and its role in marketing. Functions of channels. Channel
elimination. Factors influencing marketing channels. Distribution channels: Consumer and
industrial goods. Channels: Types, policies and strategies. Channel power and conflicts. Channel
dynamics and issues. Channel members. Physical distribution: Concept, Market logistics:
objectives, importance, and elements. Supply chain management and logistic management.

Detailed Course
(A) Channel of Distribution Management
Unit 1: Introduction LH 2
Concept of distribution management. Objectives of distribution management. Distribution
coverage. Aspects of distribution management: Physical distribution / market logistics, Channel of
distribution.

Unit 2: Marketing Channel LH 8
Meaning of channel of distribution. Role of channel of distribution in marketing. Factors
influencing the selection of distribution channel. Factors in favor of the elimination of channel
members. Selection of channels for consumer goods and industrial goods. Reasons for changing
channel of distribution. Channel Gaps: Geography, Time, Knowledge, and Technology. Tools of
maintaining marketing channel members: Channel position, channel offering and capacity
building program. Recent trends in marketing channels: Symbiotic marketing, Third party delivery,
Multi-channel Marketing Systems (MMS), Multi Level Marketing (MLM), Channel reduction and
elimination, e-marketing and the channel of distribution.

Unit 3: Classification of middlemen LH 4
Merchant Middlemen: Whole selling intermediaries and their classifications, and retailing
intermediaries and their classification. Agent Middlemen (functional whole sellers).

Unit 4: Channel power and conflict and channel dynamics LH 6
Meaning of channel power and its types. Meaning of channel conflict its causes. Managing
channel conflict. Meaning of channel dynamics and its types. Legal and ethical issues in channels
relation: Exclusive dealing, exclusive territory, exclusive dealers rights, tying of agreement.
Service output of channel members: Lot size. Waiting time. Spatial convenience. Product variety.
Service back up.

Unit 5: Supply chain management LH 3
Concept and flows in supply chain system. Role of purchasing in supply chain system. Difference
between supply chain management and market logistics management. Impact of market logistics
and customer service on marketing. Issue in logistic development.

(B) Physical Distribution Management / Market Logistics Management
Unit 6: Introduction LH 3
Meaning of Physical distribution management and its objectives. Emergence of physical
distribution management, Role of physical distribution management in marketing. Key elements in
physical distribution management: transportation, warehousing, inventory control, order
processing, materials handling, and packaging.

Unit 7: Transportation LH 3
Concept of warehousing. Functions and objectives of warehousing. Role of transportation in
physical distribution. Selection of modes of transportation. Recent trends in transportation.

Unit 8: Warehousing / Storage LH 3
Concept of warehousing. Functions and objectives of warehousing. Role of warehousing in
physical distribution. Types of warehouses. Warehouse location and the selection of warehouse.

Unit 9: Inventory control LH 3
Concept of inventory control. Functions and objectives of inventory control. Role of inventory
control in physical distribution. Factors influencing inventory level. Technique of inventory control.

Unit 10: Order processing LH 2
Concept of order processing. Functions and objectives of order processing. Importance of order
processing in physical distribution. Steps in order processing.

Unit 11: Logistics Management LH 8
Need of motivating and training the channel members: Concept and its importance in physical
Distribution. Material handling: Concept of material handling. Functions and objectives of
material handling. Importance of material handling in physical distribution. Tools of material
handling. Packaging: Concept and functions of packaging. Types of packaging. Role of
packaging in physical distribution. Paradigm shift in logistics: Concept and Major areas in
paradigm shift. Global logistics: Concept and its importance.

Addendum: At least one case will be administered at the end of each chapter. The students will
also complete a project work and a few other assignments as specified by the faculty member.

Reference:
Browesx, Doneld, J. Bernard, J. Lalonde and Edward W. Symkay, Readings in Physical
Distribution Management, Logistics of Marketing, Mac Millan Co. New York, 1969.

Christopher, Marting, Logistics and Supply Chain Management, Financial Times
Professional Limited, 1998.

Dongals M. Lambert, James R. Stock, Lisa M. Ellram, Fundamentals of Logistic Management,
House, 1985.

Khanna, K. K., Physical Distribution Management: Logistical Approach, Himalayan Publishing
House, 1985.

Louis W. Stern and Adel I. EI. Ansary, Marketing Channels, 5
th
Ed. Prentice Hall, 1996.

Magee John F., Physical Distribution Systems, Tata McGraw-Hill Publishing Co. Ltd. New Delhi,
1980.

N. Rangraj, G. Raghuram, Logistics and Supply Chain Management, Mac Millan India Limited,
2000.

Symkay Edward, W., Physical Distribution Management, Mac Millan Co., New York 1973.

Venugopal, Pingali, Marketing Channel Management, A Division of Say Publication, New Delhi/
Thousand Oaks, Loudon, 2001.

MKM 204: Services Marketing


Module Objectives
This course aims to provide students with the knowledge and skill in marketing of services. It also
deals with the specific issues of marketing of services in Nepal.

Contents
Services marketing: nature and features of services products and services marketing,
management of service encounters, marketing planning for service, customer expectations and
perception of services, relationship marketing issues, management of service quality, service
marketing strategies related to the service mix, service marketing process, and service marketing
environment in Nepal.

Detailed Course
Unit 1: Introduction LH 10
Concept, nature and development of service marketing. Nature of service products. Classification
of services. Service marketing mix (7Ps). Service marketing triangle: company, market and
employees. Managing service encounters: characteristics, levels of customer participation, and
human factor. Marketing planning for services: business missions, service marketing opportunity
audit, SWOT analysis, service marketing goals, strategy formulation, and implementation.

Unit 2: Customer Expectations and Relationship Marketing LH 8
Concept types and factors affecting customer expectations of service. Customer perception of
service: customer value and satisfaction. Use of marketing research in collecting customer
expectations. Relationship marketing concept and goals, relationship strategies, customer
profitability segments, levels of relationship strategies.

Unit 3: Service Quality LH 4
Dimensions of service quality: responsiveness, assurance, empathy and tangibles. Services
quality gaps and improving service quality.

Unit 4: Service Marketing Strategy LH 18
Product: New service development process. Promotion: service communication problems,
matching service promises with delivery. Pricing: customer knowledge of service prices, non-
monetary costs. Distribution: types of service intermediaries. Delivering services through
intermediaries and electronic channels. People: employee satisfaction, customer satisfaction, and
profits. Physical evidence: services cape components and other intangibles. Roles of the services
cape. Service Marketing Process: technology, and service delivery process.

Unit 5: Service Marketing in Nepal LH 5
Service marketing environment in Nepal. Nature, characteristics, growth, problems and prospects
of service marketing in Nepal.

Addendum: At least one case will be administered at the end of each chapter. The students will
also complete a project work and a few other assignments as specified by the faculty member.

Reference:
A. Palmer, Services Marketing, McGraw Hill

B. Balaji, Service marketing and Management, S. Chand and Co.

Christopher Lovelock, Services Marketing, Pearson Education Asia.

Helen Woodruffe, Services Marketing, Macmillan India Ltd.

Valerie A. Zeithmal and Mary Jo Bitner Services Marketing, McGraw-Hill-Irwin.

MKM 205: Selling



Module Objectives
The objective of this course is to impart knowledge to the students about the basic concepts,
principles and methods of selling, and develop basic skills in selling jobs.

Contents
Introduction to selling, salespeople and their characteristics. Communication and selling.
Knowledge of successful selling: Prospecting, sales presentation and dramatization. Overcoming
objections. Closing a sale and handling customer complaints. Post sales functions and activities.

Detailed Course
Unit 1: Introduction LH 6
Nature and meaning of selling
The selling process
Selling and Marketing
Role of selling in society and in the firm
Opportunities and rewards in selling
Theories of selling

Unit 2: Salespeople and their characteristics LH 4
Types of sales jobs
Duties and responsibilities of salespeople
Qualifications for success in selling job
Challenges in selling job

Unit 3: Communication and Selling LH 6
Concept of communication
Role of communication in selling
Effectiveness of communication in selling
Application of two way communication n selling
Communicating with words
Non-verbal communication
Communication and transactional analysis(TA)

Unit 4: Knowledge for Successful Selling LH 6
Concept
Reasons for knowledge in selling job
Knowledge about the company, its product and competitors product
Knowledge about pricing terms, discounts, allowances and credit policies
Knowledge about securing information about the company, its products and competitors
products.

Unit 5: Prospecting LH 6
Concept of prospect and prospecting
Importance of prospect
Characteristics of good prospect
Process for evaluating and qualifying prospects
Methods of prospecting

Unit 6: Sales Presentation and Dramatization LH 7
Concept of sales presentation
Planning the sales presentation
Types of sales presentation
Approaches to personal selling
Making an appointment
Methods for getting customers attention
The drama of selling
The power of effective dramatization
Visual aids and techniques for dramatizing the presentation

Unit 7: Overcoming Objections LH 4
Concept of objection
Reasons for customer objections
Common objections
Time when customer objections
Preparation for meeting objections
Effective methods and techniques for overcoming objections

Unit 8: Closing a sale and handling customer complaints
Concept of closing a sale
Importance of closing a sale
Difficulties in closing a sale
Timing and opportunities for closing a sale
Effective methods and techniques for closing a sale
Post sales functions: Providing services, Prospecting for future, Provisions of warranty,
guarantee and their execution, objections and complaints.

Addendum: At least one case will be administered at the end of each chapter. The students will
also complete a project work and a few other assignments as specified by the faculty member.

References

Carlton A. Pederson, Milburn D. Wright and Barton A. Weitz, Selling: Principles and Methods,
Richard D. Irwin.

Ferdinand F. Masuer, Selling: A self management Approach, Harcourt Brace Jovanovich.

V. R. Buzzotta, R. E Lefton and Manuel Shererg, Effective Selling through Psychology, New
York: John Wiley and Sons.

Grikscheidt< Gary M., Harold C Cash and W. J. E. Crissy Handbook of Selling: Psychological,
Managerial and Marketing Bases, New York: John Wiley and Sons.

Richard R. Still, Edward W. Cundiff and Norman A. P. Govani, Sales Management: Decisions,
Strategies and Cases, New Delhi: Prentice Hall of India.