MARKETING MANAGEMENTSYLLABUS

MODULE 1 Introduction: Nature and scope of Marketing, Evolution, Various Marketing orientations, Marketing Vs Selling concept, Consumer Need, Wants and Demand concepts.(03 Hours) MODULE 2 Understanding the Market Environment Assess the impact of micro and macro environment. Services: Importance, distinctive characteristics of services, service mix (04 Hours)

MARKETING MANAGEMENTSYLLABUS
MODULE 3 Buyer Behaviour: Buying motives- Meaning, Factors influencing buying behaviour/ Buying motives, Buying habits, Diffusion of innovations, Stages in buying decision process, Organisational buying Vs House hold buying. Consumerism, Consumer Protection Act, 1986-An introduction (06 Hours) Market segmentation, Targeting & Positioning Segmentation: Meaning, Need, Factors influencing segmentation, Market Aggregation, Basis for segmentation, Segmentation of Consumer/ Industrial markets. (Targeting: Basis for identifying target customers, Target Market Strategies, Positioning: Meaning, Product differentiation strategies, Errors in positioning. (06 hours)

MARKETING MANAGEMENTSYLLABUS
Marketing Mix Decisions MODULE 4 Product decisions: Concept, product hierarchy, diffusion process, New product development, Product Life cycle, Product mix strategies. Concept of Branding, Brand perception, Brand equity,

Packaging / Labeling: Packaging as a marketing tool, requirement of good packaging, Role of labeling in packaging (09 Hours)

MARKETING MANAGEMENTSYLLABUS
MODULE 5 Pricing decisions: Pricing concepts for establishing value, Impact of Five Cs on pricing, Pricing strategiesValue based, Cost based, Market based, Competitor based, New product pricing, (04 Hours) MODULE 6 Distribution decisions: Meaning, Purpose, Channel alternatives available to the marketing manager, Factors affecting channel choice, Channel design and Channel Management decision, Channel conflict, Distribution system, Basic concepts of H.M.S and V.M.S, Multilevel Marketing (Network Marketing) (06 Hours)

MARKETING MANAGEMENTSYLLABUS
(08 Hours) MODULE 7 Marketing Communication: Concept of communication mix, communication objectives, steps in developing effective communication, stages in designing message, Advertising: Message content, Structure, Source, Advertising Budget, Measuring effectiveness of Ad. Hierarchy of effects in advertising Promotion: Promotion mix, kinds of promotion, Tools and Techniques of sales promotion, Push-pull strategies of promotion. Personal selling: Concept, Features, Functions, Steps involved in Personal Selling Publicity / public relation: Meaning, Objective, Merits/Demerits. Direct Marketing: Meaning, Features, Functions, Merits/Demerits, Role of media in DM.

MARKETING MANAGEMENTSYLLABUS
MODULE 8 Marketing planning: Meaning, Concepts of Marketing plan, Steps involved in planning. Marketing organisation: Evolution of Modern Marketing department, Factors influencing the size of the marketing organisation, various types of marketing structures/organisation Marketing audit: Meaning, Features of marketing audit, various components of marketing audit.

(06 Hours) Case studies in Indian context only (04 Hours)

MARKETING
MARKETING IS TYPICALLY THE TASK OF CREATING , PROMOTING AND DELIVERING GOODS AND SERVICES TO CONSUMERS AND BUSINESSES. MARKETING IS THE PROCESS OF PLANNING AND EXECUTING CONCEPTION, PRICING, PROMOTION AND DISTRIBUTION OF IDEAS, GOODS AND SERVICES TO CREATE EXCHANGE THAT SATISFY INDIVIDUAL AND ORGANIZATIONAL GOALS

MARKETING MANAGEMENT
MARKETING MANAGEMENT IS THE ART AND SCIENCE OF CHOOSING TARGET MARKETS AND GETTING KEEPING, AND GROWING CUSTOMERS THROUGH CREATING , DELIVERING, AND COMMUNICATING SUPERIOR CUSTOMER VALUE.

SCOPE OF MARKETING
MARKETING 10 TYPES OF ENTITIES GOODS SERVICES EXPERIENCES EVENTS PERSONS PLACES PROPERTIES ORGANIZATIONS INFORMATION IDEAS

GOODS

SERVICES

SERVICES

EXPERIENCES

EVENTS

EVENTS

PERSONS

PLACES

PLACES

ORGANIZATIONS

ORGANIZATIONS

INFORMATION

IDEAS

IDEAS

IDEA-Safe sex is best sex

Drink and driving dont mix

IDEAS

IDEAS

SCOPE OF MARKETING
DIFFERENT MARKETS CONSUMER MARKETS BUSINESS MARKETS GLOBAL MARKETS NONPROFIT & GOVERNMENTAL MARKETS

CORE MARKETING CONCEPTS

TARGET MARKET & SEGMANTATION MARKET PLACE, MARKET SPACE, META MARKET MARKETERS AND PROSPECTS NEEDS , WANTS & DEMANDS

NEEDS STATED NEEDS REAL NEEDS UNSTATED NEEDS DELIGHT NEEDS SECRET NEEDS PRODUCT , OFFERING AND BRAND VALUE AND SATISFACTION EXCHANGE AND TRANSACTION REALTIONSHIPS AND NETWORKS MARKETING CHANNELS SUPPLY CHAIN COMPETETION BRAND COMPETETION INDUSTRY COMPETETION FORM COMPETETION GENERIC COMPETETION MARKETING ENVIRONMENT MARKETING PROGRAM MARKETING MIX (4 PS OF MARKETING) MARKETING MIX STRATEGY

MARKETING MIX
PRODUCT PRICE PROMOTION PLACE

PRODUCT
PRODUCT VARIETY QUALITY DESIGN FEATURES BRAND NAME PACKAGING SIZES SERVICES WARRANTIES RETURNS

PRICE
LIST PRICE DISCOUNTS ALLOWANCES PAYMENT PERIOD CREDIT TERMS

PROMOTION
SALES PROMOTION ADVERTISING SALES FORCE PUBLIC RELATIONS DIRECT MARKETING

PLACE
CHANNELS COVERAGE ASSORTMETNS LOCATIONS INVENTORY TRANSPORT

TODAYS FACTS
BIG HOUSE BUT SMALL FAMILY MORE DEGREES BUT LESS COMMON SENSE ADVANCED MEDICINE BUT POOR HEALTH TOUCHED MOON BUT NEIGHBOUR UNKNOWN

MARKETING CONCEPTS OR ORIENTATIONS

THE PRODUCTION CONCEPT THE PRODUCT CONCEPT THE SELLING CONCEPT THE MARKETING CONCEPT THE CUSTOMER CONCEPT THE SOCIETAL MARKETING CONCEPT

PRODUCTION CONCEPT
Production Concept suggests that consumers will favour those products that are widely available and inexpensive. High production efficency Low cost Mass distribution Eg. Mass consumption products like food articles, fertilizers, stationery etc.

PRODUCT CONCEPT
Product concept believes that consumers will favour those products that offer the most quality, performance and features. Focus is on making good products and improving them over time. Eg. Fashonable and expensive readymade garments, shoes, watches, resturants , hotels, transport service.

CUSTOMER CAN HAVE ANY COLOUR CAR PROVIDED IT IS BLACK

SELLING CONCEPT
Selling concept assumes that consumers if left alone will ordinarily not buy enough of the organisations products. Aggressive selling and promotional efforts will ensure sales. Eg. Insurance, carpets, wall paper, encyclopedia etc.

MARKETING CONCEPT
Marketing concept assumes that the key of achieving organisational goals consists in determining the needs and wants of target markets and delivering the desired satisfactions more effectively and efficiently than competitors.

THE CUSTOMER CONCEPT

COMPANIES SHAPE SEPARATE OFFERS, SERVICES & MESSAGES TO INDIVIDUAL CUSTOMERS BASED ON THEIR PREFERENCES ACHIEVE PROFITABLE GROWTH THRU CAPTURING A LARGE SHARE OF EACH CUSTOMERS EXPENDITURES BUILD HIGH CUSTOMER LOYALITY FOCUS ON CUSTOMER LIFE TIME VALUE.

THE SOCIETAL MARKETING CONCEPT

SOCITAL MARKETING CONCEPT BELIEVES THAT MARKETRS SHOULD CONSIDER 1. COMPANY PROFITS 2. CONSUMER WANTS 3. SOCIETYS INTEREST OR HUMAN WELFARE

NEEDS,WANTS
NEEDS are basic human requirements. People needs food , water, air, clothing and shelter to survive. People also have strong needs for recreation, education and entertainment.

WANTS
WANTS: Needs become wants when they are directed to specific objects that might satisfy the need. Wants are shaped by ones society. An American needs food but wants a hamburger, french fries and a soft drink. A South Indian needs food but wants iddi,vada,chutny,sambar and tea/coffee.

DEMANDS
Demands are wants for specific products backed by an ability to pay.Many people want a Mercedes, only a few are able and willing to buy one.

SELLING vs MARKETING CONCEPT

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Evolution of marketing

NATURE OF MARKETING