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    Încărcat de

    Devansh Beriwala
    36 vizualizări5 pagini
    Marketing Management MB 0030 Contents Unit 1 introduction to marketing 1 Unit 2 Strategic Marketing process 18 Unit 3 marketing environment 35 Unit 4 Understanding the marketing information systems 53 69 Unit 5 Consumer buyer behavior Unit 6 Business buyer behavior 91 102 Unit 7 Segmentation, Targeting and Positioning Unit 8 Product Management: decisions, development and lifecycle strategies Edition: Fall 2008 123 Contents Unit 9 Product Management: Services and branding strategy 144 Unit 10 Pricing 160 Unit 11 Distribution Management 176 Unit 12 Promotion Management 204 240 Unit 13 An

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    Marketing Management MB 0030 Contents Unit 1 introduction to marketing 1 Unit 2 Strategic Marketing process 18 Unit 3 marketing environment 35 Unit 4 Understanding the marketing information systems 53 69 Unit 5 Consumer buyer behavior Unit 6 Business buyer behavior 91 102 Unit 7 Segmentation, Targeting and Positioning Unit 8 Product Management: decisions, development and lifecycle strategies Edition: Fall 2008 123 Contents Unit 9 Product Management: Services and branding strategy 144 Unit 10 Pricing 160 Unit 11 Distribution Management 176 Unit 12 Promotion Management 204 240 Unit 13 An

    Drepturi de autor:

    Attribution Non-Commercial (BY-NC)
    Descărcați ca PDF, TXT sau citiți online pe Scribd
    Indicator pentru conținut neadecvat
    36 vizualizări5 pagini

    Contents

    Încărcat de

    Devansh Beriwala
    Marketing Management MB 0030 Contents Unit 1 introduction to marketing 1 Unit 2 Strategic Marketing process 18 Unit 3 marketing environment 35 Unit 4 Understanding the marketing information systems 53 69 Unit 5 Consumer buyer behavior Unit 6 Business buyer behavior 91 102 Unit 7 Segmentation, Targeting and Positioning Unit 8 Product Management: decisions, development and lifecycle strategies Edition: Fall 2008 123 Contents Unit 9 Product Management: Services and branding strategy 144 Unit 10 Pricing 160 Unit 11 Distribution Management 176 Unit 12 Promotion Management 204 240 Unit 13 An

    Drepturi de autor:

    Attribution Non-Commercial (BY-NC)
    Descărcați ca PDF, TXT sau citiți online pe Scribd
    Indicator pentru conținut neadecvat
    din 5

    MarketingManagement MB0030

    Contents
    Unit1
    IntroductiontoMarketing 1

    Unit2
    StrategicMarketingprocess 18

    Unit3
    Marketingenvironment 35

    Unit4
    Understandingthemarketinginformationsystems 53 69

    Unit5
    Consumerbuyerbehavior

    Unit6
    BusinessbuyerBehavior 91 102

    Unit7
    Segmentation,TargetingandPositioning

    Unit8
    ProductManagement:decisions,developmentand lifecyclestrategies Edition:Fall2008 123

    Contents Unit9
    ProductManagement:Servicesandbrandingstrategy 144

    Unit10
    Pricing 160

    Unit11
    DistributionManagement 176

    Unit12
    PromotionManagementmanagingthe nonpersonalcommunications 204 240

    Unit13
    Anintroductiontosalesmanagement

    Unit14
    Customerrelatoioshpmanagement 264 275

    Unit15
    InternationalMarketingmanagement

    Edition:Fall2008

    BKIDB0672

    Dr.K.Jayakumar ViceChancellor SikkimManipalUniversityofHealth,Medical,andTechnologicalstudies Prof.NandagopalV.B. DirectorandDean SikkimManipalUniversityofHealth,Medical,andTechnologicalstudies. BoardofStudies Dr.T.V.NarasimhaRao


    Professor,ManipalUniversalLearning

    Prof.K.V.Varambally
    Director, Manipal Institute of Management, Manipal

    Ms.VimalaParthasarathy

    Mr.ShankarJagannathan

    Asst. Professor, Sikkim Manipal University of FormerGroupTreasurer Health, WiproTechnologiesLimited,Bangalore MedicalandTechnologicalstudies.

    Ms.SadhanaDash
    SenorManagerHR MicrosoftIndiacorporation( Pvt)limited

    Mr.AbrahamMathews
    Chief FinancialOfficer InfosysBPO,Bangalore

    Mr.PankajKhanna
    Director,HR,FidelityMutualFund

    ContentPreparationTeam

    PeerReviewBy

    1.PrasadKulkarni Prof.N.S.Vishwanath SeniorLecture,SikkimManipalUniversityofHealth, ResidentDirectorBhanvanMarshal MedicalandTechnologicalSciencesInstituteofManagement,Bangalore Edition:Fall2008 Thisbookisadistanceeducationmodulecomprisingofcollectionoflearningmaterialforourstudents. All rights reserved. No part of this work may bereproduced in anyform by anymeans without permission in writingfromSikkimManipalUniversityofHealth,MedicalandTechnologicalSciences,Gangtok,Sikkim. PrintedandPublishedonbehalfofSikkimManipalUniversityofHealth,MedicalandTechnologicalSciences, Gangtok,Sikkim byMr. Rajkumar Mascreen, GM, Manipal Universal Learning Pvt. Ltd., Manipal 576 104. PrintedatManipalPressLimited,Manipal.

    INTRODUCTION
    st In the emerging environment of 21 century, marketing management automatically occupies the centrestageinthesocioeconomicdevelopmentinallnations.Organizationstodaystronglybelieve that profit goals will be reached through satisfied customers. This courseware deals with various facetsofmarketingandconsumerbehavior.Ithasbeencarefullydesignedtogiveabasicknowledge of marketing to the students. It aims at presenting how marketing process takes place and its

    business implications. Moderntrends in marketing have been dealt with in detail. This courseware comprises15units:

    Unit1: IntroductiontoMarketing
    Describesthemeaning&modernconceptofmarketingwithitsevolutionarybackground andmarketingenvironment.

    Unit2: StrategicMarketingprocess
    Providesanoverviewofstrategicmarketingprocessintheorganization

    Unit3: Marketingenvironment
    Dealswithenvironmentalfactorsthataffectorganization.

    Unit4: Understandingthemarketinginformationsystems
    Dealswithmarketinginformationsystems

    Unit5: Consumerbuyerbehavior
    Analysesthefundamentalsofconsumerbehavior

    Unit6: BusinessbuyerBehavior
    Explainsthebusinessbuyerbehavior

    Unit7: Segmentation,TargetingandPositioning
    Explainsthesegmentation,TargetingandPositioning

    Unit8: ProductManagement:decisions,developmentandlifecyclestrategies
    Discussesthedecisions,development,andlifecyclestrategiesoftheproduct.

    Unit9: ProductManagement:Servicesandbrandingstrategy
    Describestheserviceandbrandingstrategiesoftheproduct.

    Unit10: Pricing
    Explainsthepricingstrategiesofdifferentcompanies

    Unit11: DistributionManagement
    Discussesthebasicsofdistributionmanagement

    Unit12: PromotionManagementmanagingthenonpersonalcommunication
    Describesthenonpersonalcommunicationchannelsusedinthepromotionmanagement

    Unit13: Anintroductiontosalesmanagement
    Providesanoverviewofsalesforcemanagement

    Unit14: Customerrelatoioshpmanagement
    OutlinestheimportanceofCRMinmarketing

    Unit15: InternationalMarketingmanagement
    Discusstheinternationalmarketingmanagementconcepts.

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