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वाणिज्य व व्यवस्थापन

Marketing Management



The marketing concept believes that achieving the company’s objectives depends on understanding the needs and wants of target markets and delivering the desired satisfaction in a better way than what the competitors are doing. Focus on customer and value is considered the path to successful sales and company profits in this concept. The customer is considered ‘The King’ and the company produces and markets what the customer wants. The selling concept takes an inside out perspective. It starts with the factory, focuses on the company’s existing products, and calls for heavy selling and promotion to generate profitable sales. The focus is mainly on conquering the customer, for short term sales, with no concern for consumers. The marketing concept takes an outside in perspective. It starts with a well defined target market, focuses on customer needs, and integrates all the marketing activities that affect the customers. Profits come from creating long term customer relationships based on customer value and satisfaction.

  1. Introduction to Marketing Management : 1.1. Market: Meaning, Definition & Types of market, 1.2. Goods: Kinds of goods, 1.3. Marketing, 1.4. Definition, Objectives, 1.5. Marketing approach: Production, Product, Selling, Marketing & Societal marketing, 1.6. Marketing Process, 1.7. Marketing Environment; Micro-Macro, 1.8. Marketing Management, 1.8.1. Definition, Nature, Scope
  2. Market Segmentation : 2.1. Requirement of Effective Segmentation, 2.2. Levels of Segmentation, 2.3. Bases for Segmenting Consumer Market and Industrial Market, 2.4. Targeting Market Segment, 2.5. Concept of Product Positioning, Process of Determining the Positioning Strategy, Positioning Errors and Approaches to Positioning, 2.6. Concepts of Differentiation and USP
  3. Marketing Mix : 3.1. Product, 3.1.1. Meaning, Classification, 3.1.2. Product Life Cycle, 3.1.3. New Product Development, 3.1.4. Branding-Definition, Need and Importance, 3.1.5. Product Related Strategies, 3.2. Price, 3.2.1. Meaning & Objectives of Pricing, 3.2.2. Factors affecting Pricing decisions & Pricing Strategies, 3.3. Place, 3.3.1. Nature and importance of marketing channels, Channel Design Decisions
  4. Consumer Behavior & Marketing Research : 4.1. Consumer behavior: Determinants of consumer behavior, 4.1.1. Consumer decision making process/ Buying Process : For Normal products: Need recognition, Information search, Evaluation of alternatives, Purchasing decision & postpurchase behavior, 4.1.2. For New products: Awareness, Interest, Evaluation, Trial & Adoption, 4.1.3. Organizational buyer decision process
  5. Global Marketing : 5.1. Need, Importance & Problems in International Marketing, 5.2. Levels of Involvement, 5.3. Modes of Entry & Entry Strategies
  6. New Trends in Marketing : Concepts of – 6.1. Event Marketing, 6.2. Emotional Marketing, 6.3. Agro Marketing, 6.4. Non-Profit Marketing, 6.5. Buzz Marketing, 6.6. Green Marketing, 6.7. Viral Marketing, 6.8. Customer Relationship Management (CRM)


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