MARKETING MANAGEMENT-SYLLABUS

• 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 MANAGEMENT-SYLLABUS

• 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 MANAGEMENT-SYLLABUS

• 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 MANAGEMENT-SYLLABUS

• MODULE 5• Pricing decisions: Pricing concepts for establishing

value, Impact of Five “C”s on pricing, Pricing strategies-Value 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 MANAGEMENT-SYLLABUS

• 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.

•(08 Hours)

MARKETING MANAGEMENT-SYLLABUS

• 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

http://images.google.co.in/imgres?imgurl=http://www.ilusa.com/gallery/safe_sex.gif&imgrefurl=http://www.xboard.us/showthread.php%3Ft%3D144382&h=1075&w=1183&sz=482&hl=en&start=3&usg=__azpitBpwrcLq1tzJ-MUR-7Lty6M=&tbnid=GJn-dyZM0CcRhM:&tbnh=136&tbnw=150&prev=/images%3Fq%3Dsafe%2Bsex%26gbv%3D2%26hl%3Den%26sa%3DG

Drink and driving don’t 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 P’S 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

TODAY’S 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 ready-made 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 organisation’s 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 CUSTOMER’S 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. SOCIETY’S 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 one’s 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

• PAGE 2O – Philip Kotler

• PAGE 13 - Karunakaran

Evolution of marketing

NATURE OF MARKETING