FULLY SOLVED BOOK
Marketing Management
Unit 1. Basics of Marketing Introduction to marketing–Nature and scope of marketing, the core concepts of marketing, Company orientation towards market place, marketing environment: Micro
and Macro marketing environment, Marketing Planning and Marketing Planning process,
Forecasting and demand measurement
Unit 2. Market Segmentation and Consumer Behaviour
A. Market segmentation – Meaning and concept, benefits of segmentation, Bases for market segmentation – consumer goods market segmentation; industrial goods market segmentation, Market targeting - Selection of segments, Product positioning.
B. Consumer Behaviour – Meaning and definition of consumer behaviour, importance, Different buying roles, consumer buying decision process, factors influencing consumer behaviour.
Unit 3. Product & Pricing Strategy
A. Product decision and strategies – Meaning of product, Types of products, product mix decisions, product line decisions, Product life cycle concept, new product development, Branding and packaging decisions – Concept of Branding and packaging, advantages and disadvantages of branding and packaging, features and functions of packaging.
B. Pricing decision – Pricing objectives, pricing methods, factors influencing pricing decision, setting the price, price determination policies.
Unit 4. Promotion & Distribution Strategy
A. Integrated Marketing communication – Concept and role of IMC, Promotion mixAdvertising, personal selling, sales promotion and publicity, Factors affecting IMC mix, Marketing communication mix decisions: characteristics, factors and measurement. Advertising and publicity – 5 M’s of advertising. Personal selling – nature and process. Sales promotion – nature, importance and techniques.
B. Distribution Strategy- Importance of channels of distribution, Alternative channel of
distribution, channeldesign decision and channel management decision, selecting an
appropriate channel, Logistic management.