Marketing Management sl no unit 1:- basic concepts of marketing American marketing association-AMA create exchanges that satisfies individual

and organizational goal ideas, goods and services goods services experiences events places properties organizations information ideas page no. 2

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planning and executing the 3 conception, pricing, promotion and distribution of ideas, goods and services philosophies guiding a company's marketing efforts production concept mass distribution mass production 3

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product concept selling concept marketing myopia Theodore Levitt narrow definition of business preoccupation wit product or technology the belief that a product is forever and has no substitute over obsession with mass production over optimism about growing market marketing concept Charles Batchelor target markets self actualization ego needs social needs safety and security needs physiological needs

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Maslow's hierarchy of needs 10 understanding customer needs 10

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functional level emotional dimension social dimension creating products to satisfy needs five product levels potential product augmented product expected product basic product core benefit core solution basic or generic product expected product

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augmented product or value 14 added product potential product integrated marketing to deliver those products to customers internal marketing effort external marketing effort organisation chart profitability through customer satisfaction sales decline 14 16

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slow market growth rates changing buying patterns increasing competition increased marketing expenditure customer concept mass customization societal marketing concept customer value and customer satisfaction value functional benefits emotional benefits

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costs monetary time energy 19 psychic costs benefits total perceived costs sources of value quality improvements add attributes or features that enhance performance identify parallel needs identify purchase patterns 19 19 19 20 20 20

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how customers actually use 21 the product customers perception of risk 21

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reduce risk of product failure customer satisfaction customer loyalty customer relationship management-CRM misconceptions about marketing synonymous with advertising and promotion only for consumer product companies is a cost, not an investment

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unit 2:-The marketing environment 1 2 3 4 external forces internal forces environmental scanning understanding the external environment elements of macro environment 30 30 30 30

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socio cultural ,Legal31 political, economic, sociocultural , technological paradigm shift Philip Kotler 31 31

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fad trends John Naisbitt mega trends globalization IBM

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major macro environmental 34 factors STEP analysis- PEST political economical social technological socio-cultural factors power distance individualism vs. collectivism masculinity vs. femininity uncertainty avoidance time orientation demographic factors population age mix education levels ethnic markets and subcultures technological factors political and legal factors 34 34

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legislation regulating business special interest groups economic factors business cycle income growth and distribution savings, debt and credit availability natural environmental factors changes in business and marketing Carly Fiorina- HP E-commerce B2B B2C C2C business to consumer business to business consumer to consumer consumer to business-C2B websites

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macro environmental 47 changes and the new Indian consumer

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changing face of the economy income growth spending power income distribution population demographics change in consumption features attitude towards consumption availability of credit and Indian consumers attitude towards credit effects of deregulation

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unit 3:- market oriented strategic planning 1 2 nature of strategic planning 58 business strategy competitive strategy planning process business mission environment marketing myopia strategic analysis external analysis internal analysis 58

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customer analysis competitor analysis

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industry and market analysis 61 macro environmental analysis internal analysis performance analysis BCG GE Matrix SWOT analysis Apple competitive advantage Michael Porter Completive advantage-CA substantial valued sustainable leveraged sources lower costs of inputs lower costs producer reduction system supply chain expertise quality of man power resources 61

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Core competence C K Prahlad Gary Hamel Honda 3M Black and Decker strategy identification and selection identifying strategic alternatives intensive growth diversification growth integrative growth Ansoff Product Market Growth Matrix new or existing product new or existing market market penetration maruti market development product development Gillette Logitech diversification related diversification

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unrelated diversification selecting strategic alternatives prepare operating plans for each functional area elements of marketing plan marketing objectives market segmentation and targeting market segment marketing mix product strategies

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place-distribution strategies 78 pricing strategies promotion-communication strategies 79 79

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implementation ,evaluation 79 and control of the marketing plan evaluation and control BCG-growth share matrix Stars cash cows question marks/problem child dogs 80 83 83 84 84

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GE multifactor portfolio matrix

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unit 4:- competition and competitive strategy 1 2 3 4 5 6 7 8 9 identifying competitors customer perspective brand competition industry competition generic competition share of wallet 98 99 99 99 99 99

share of mind share of heart 100 industry perspective number of sellers and degree of product differentiation pure monopoly oligopoly duopoly monopolistic competition pure competition cost structure degree of vertical integration degree of globalization 100 100

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100 101 101 101 101 101 102

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strategic groups entry, mobility and exit barriers potential competitors structural analysis of an industry five forces model intensity of rivalry between firms concentration ratio or % of market share held market growth rates overcapacity higher fixed costs perishable products low levels of product differentiation diversity of rivals strategic importance of business r market switching costs intensity of rivalry affect business strategy threat of substitutes bargaining power of buyers buyer power

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bargaining power of suppliers threat of new entrants entry barriers industry structure and customer needs competitor analysis size, growth and profitability image competitor objectives and commitment current and past strategies organization and culture cost structure exit barriers specialised assets customer commitments relationships with other business units government barriers competitive advantage strength and weakness analysis innovation manufacturing

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finance management marketing customer base setting up a competitive intelligent system setting up the system collecting the data evaluating and analyzing data disseminating information within the organization generic competitive strategies cost leadership differentiation focus stuck in the middle

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risks in pursuing the generic 123 strategies risks of overall cost leadership risks of differentiation market leader sustainable competitive advantage PIMS 123

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remaining a market leader key strategic action expand the total market defend share Sun Tzu good leader attack itself by 525 rule position defense flank defense pre-emptive defense counteroffensive mobile defense contraction defense

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increase sales when market 128 size is constant market challenger strategic options open to a market challenger are general attack strategies that a market challenger would use are frontal attack flank attack encirclement attack guerilla warfare 129 129

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market follower counterfeiter cloner imitator adapter market nicher balancing customer and competitor orientation create value -for customer capture value for owner

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unit 5:-market research and demand forecasting 1 2 market research problem identification research problem solving research segmentation research product research pricing research promotional research distribution research 140

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the market research process 143 problem definition 144

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develop of an approach to the problem research design formulation data sources secondary primary research approaches observational research focus group research survey research behavioral research experimental research research instrument questionnaire psychological tools mechanical device innovative qualitative tools close ended questions open ended question sampling plan sampling techniques probability sample simple random sample

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stratified random sample cluster area sample non probability sample convenience sample judgment sample quota sample sample size contact methods mail questionnaire telephone interview personal I interview online method

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field work or data collection 153 data preparation and analysis multiple regression discriminate analysis factor analysis cluster analysis conjoint analysis multidimensional scaling report preparation and presentation title page 154

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letter of transmittal letter of authorization table of contents executive summary problem definition approach to problem research design data analysis results limitation sand caveats conclusions and recommendation marketing decision support systems-DSS interactivity flexibility discovery accessible forecasting and demand measurement market demand ,market potential , and market penetration expansible market non expansible market market penetration index

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share penetration index company demand, sales forecast and sales potential sales budgets sales targets estimating current demand total market potential area market potential industry sales and market shares estimating future demand

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survey f business intention s 162 composite of sales force expert opinions statistical analysis of past sales analysis 162 163 163

unit 6:- consumer behavior 1 2 3 4 5 6 psychology sociology social psychology anthropology economics consumer research 170 170 170 170 170 170

simplified model of consumer decision making input firms marketing efforts sociocultural environment process output consumer as an individual motivation needs innate needs biogenic needs psychogenic or secondary needs Sigmund frued Laddering technique MaslowHerzberg dynamics of motivation positive or negative never fully satisfies multiplicity of needs

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needs and goals vary among 174 individual perception 175

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dynamics of perception selective perception selective attention selective distortion selective retention learning advice cue response reinforcement beliefs and attitudes personality personal factors

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age and stage of family cycle 181 occupation and economic circumstances lifestyle AIO variable consumer in their socio cultural setting culture subculture reference groups primary group secondary group 181

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virtual group types of decision and buyer behavior buying roles initiator influencer decision maker buyer user types of decision extensive problem solving limited problem solving routinized problem solving level of involvement high involvement low involvement

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differences between brands 189 types of buying behavior complex-B dissonance reducing behavior habitual buying behavior variety seeking behavior decision making process 189 189 189

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need recognition actual state desired state prepurchase search past experience shopping around internet personal sources marketing tasks evaluation of alternatives evoked set the purchase decision trial purchases repeat purchases long term commitment purchases post purchase evaluation relationship marketing and brand loyalty permission marketing erosion of brand loyalty unit 7:- market segmentation and selecting target market

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market segmentation

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mass marketing shot gun approach mass marketing rifle approach segmentation -targetingpositioning-STP segment niche marketing market segmentation in different industries mutual funds life insurance credit cards bases for market segmentation geographic segmentation

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demographic segmentation 211 age and stage of life cycle gender marital status income, education and occupation 212 213 213 214

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psychological segmentation 214 psychographic segmentation VALS studies 215

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values attitudes and lifestyles self driven materialists independent explorer passive traditionalists enthusiastic experimenters optioned realists mature sensible

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socioculturral segmentation 220 culture and subculture use-related segmentation usage situation segmentation time occasion objective location of use context benefit segmentation hybrid segmentation 221 221 222

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criteria for effective market 224 segmentation substantial accessible differentiable 225 225 225

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actionable measurable the market segmentation process survey analysis of findings segment profiling evaluating segment attractiveness market targeting single segment concentration selective specialization product specialisation market specialization full market coverage undifferentiated marketing differentiated marketing

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unit 8 :- Positioning 1 2 3 4 AI Ries And Jack Trout why positioning important selectively attentive selectively retain 236 237 237 237

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positioning concept ABC target audience effective market segmentation slot or category frame e of reference or point of parity understanding perception s,attitudes, beliefs, values B-Benefit C-Compelling reason why point of differentiation POD USP-unique selling preposition credible and compelling evidence sustainable competitive advantage Himalaya under position over positioning confused positioning doubtful positioning process of developing position

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perpetual mapping positioning strategies positioning on specific product features

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positioning on specific 248 benefits, needs and solution s claiming to be the best in class on a given benefit claiming pioneer status or first to offer a benefit 248

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positioning on specific usage 249 type positioning on specific usage 249 occasion positioning against another competitor by claiming superior performance position through product class dissociation -the uncola strategy 249

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position by cultural symbols 249 positioning by price or lowest cost positioning tools one face to the consumer single coherent face contact points moments of truth 250

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repositioning increase relevance to the consumer increasing occasion of use search for a more viable position making the brand serious falling sales bringing in new customer making the brand contemporary differentiate form the newer set of competitors changed market condition

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unit 9:- Product concepts-I 1 2 3 4 5 6 7 8 9 product differentiation valued distinctive profitable sustainable Michael Porter operational effectives strategic positioning volume industry 263 264 264 264 264 264 264 264 265

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stalemated industry fragmented industry specialised industry differentiation tools product differentiation product forms product features performance quality conformance of quality durability reliability reparability /serviceability style/design /aesthetics services personnel competence courtesy credibility reliability responsiveness channel image discovering new points of differentiation

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product classification durability and tangibility consumer goods classification convenience goods staples necessities impulse goods emergency goods shopping goods specialty goods unsought goods classification of consumer goods depends on market segment industrial goods classification raw materials capital items supplies, consumables and services product mix and product lines product mix product portfolio width

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length depth consistency product line length depth consistency line filling product portfolio and product line management brand decision badge of origin brand essence why do brands matter identification of a product reduce the risk deep relation ship legal protection brand equity branding decisions the number of brands they will support the branding strategy to be used individual brand names

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range brand names umbrella brand names corporate name combined with an individual product name

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unit 10:- product concept-II 1 2 3 4 product innovation new to the world new product line 298 298 298

addition to existing product 298 lines improvement and revisions of existing products repositioning cost reduction types of innovations innovation- two levels incremental or continuous innovation s breakthrough or discontinuous innovations integrator model orchestrator model licensor/licensee model organizing for new product development 298

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entrepreneurs mistakes managing the product development process concept development and testing

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marketing plan and business 305 analysis test marketing commercialization the consumer adoption process product characteristic that influence diffusion relative advantage compatibility complexity trial ability observably stages in adoption process awareness interest evaluation trial adoption adoption categories 305 306 306

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explorers pioneers skeptics paranoids laggards the product life cycle concept-PLC concept product category product form technology product life cycle patterns style fashion fads

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PLC stages and strategies in 313 different phases introduction stages strategies to enter market offensive strategy defensive strategy imitative strategy product strategy communications strategy pricing strategy rapid skimming or slow skimming rapid penetration or slow 313 313 313 314 314 315 315 316 316

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penetration 59 60 61 62 distribution strategy competitive strategy growth stage key marketing objectivesearly growth product strategy pricing strategy communications strategy distribution strategy latter growth stage maturity stage product strategy communications strategy distribution strategy pricing strategy decline stage lessons from product life cycle concept positive curve sales curve strategic focus and product life cycle critique 317 317 317 318

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forget the product life cycle 324 emerging markets 325

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growth markets market maturity decline stage

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unit 11:-distribution channels 1 2 3 4 5 6 7 role of marketing channels intermediaries merchants agents facilitators channel structure direct/indirect distribution channel vertical marketing system types of VMS corporate VMS administered contractual VMS multiple channel non-traditional channel 334 334 334 334 334 335 336

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horizontal marketing system 339 internet channel design strategies 340 341

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levels of distribution intensity intensive distribution selective distribution exclusive distribution target market factors intensive with wide coverage cold chain network selective with wide market coverage product related factors company related factors push strategy pull strategy managing channel relationships

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channel power, control and 345 leadership channel conflict managing channel conflict channel partnering channel and distribution decisions for services priority areas minimizing waiting time managing service capacity 345 346 346 347

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improving service delivery mechanism

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unit 12:-strategic pricing-I 1 2 3 4 cost based pricing value based pricing costs: impact of pricing customer values and price sensitivity economic value estimation reference price effect difficult comparison effect switching costs effect price-quality effect expenditure effect end benefit effect shared cost effect fairness effect framing effect market segmentation using price -value perceptions 355 355 356 357

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perceived value of product's 369 differences perceived pain of prices 369

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price buyers relationship buyers value buyers convenience buyers effect of internet on price sensitivity pricing strategy and the product life cycle pricing the product at the introduction stage price skimming strategy

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market penetration strategy 372 price induced sampling pricing the product for the growth stage pricing the differentiated product pricing the cost leader's product price level reduction in the growth stage pricing the established product in the maturity stage pricing the product the decline stage divesting harvesting 372 373

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consolidation

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unit 13:-strategic pricing-II 1 understanding the pricing game understanding the price competiveness cost structure impact of sales volume on cost overcapacity barriers to adjusting capacity scope for product differentiation product perish ability number and diversity of competitors industry growth rate buyer concentration price sensitivity of the buyers sustainable competitive advantage 383

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reacting to competition with 385 price competitor is strategically weaker/cost of responding 388

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is too high 16 17 ignore competitor is weaker and price reaction is cost justified attack competitor is neutral or stronger and the price reaction is too costly accommodate competitor is stronger and the price reaction is cost justified defense pricing: key tool of a company's growth strategy business models role of distribution channel in setting prices channel design role of the channel intermediaries product line pricing fighter brands flagship brands flanker brands relationship among products 388 388

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pricing tactics base level prices geographic pricing FOB origin pricing uniform delivered pricing freight absorption pricing discounts, allowances and rebates quality discount cumulative discount noncumulative discount cash discount trade discount seasonal discount promotional allowances advertising allowances rebate zero percent financing special pricing tactics price lining loss leader pricing odd-even pricing price bundling price induced sampling

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promotional pricing cross benefit pricing pricing process

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unit 14:-integrated marketing communication Imc 1 2 objectives inform persuade and remind reminder communication communication process sender encoding channel, media tools media noise or media clutter decoding AIDA concept response hierarchy model cognitive affective Connative communication mix advertising types of advertising corporate or institutional 407 407

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advertising 17 18 19 20 21 22 23 24 product advertising pioneer advertising competive advertising sales promotion loyal users lure customers brand switchers low product usage or infrequent product usage pull push public relations and publicity public relation tools new product publicity event sponsorship product placement consumer education cause related marketing personal selling direct marketing internet as a communication tool internet is interactive and involving 415 415 415 416 416 416 416 416

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internet offers current, rich and in-depth information internet personalizes the information tools of internet communication website advertising and sponsored content intranet customer extranet web PR Email factors affecting the communication mix nature of the product stages in the life cycle target market type of buying decision available of funds push and pull strategy media mix media planning factors affecting media selection communication objectives

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editorial fit involvement with medium image of the medium characteristics of different media television radio print media magazines outdoor cinema developing a communications campaign marketing brief communication tasks

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creative and media strategy 435 media plan and media schedules advertising pre testing campaign roll out post campaign analysis slice-of -life lifestyle fantasy humorous 436

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animated product symbols/brand persona mood/image demonstration musical scientific budgeting for marketing communications methods of setting communication budget affordable method

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percentage of sales method 438 competitive parity method objective or task method 438 439

unit 15:- marketing of services 1 2 3 4 5 6 7 8 characteristics of services intangibility inseparability variability perishabilty on demand side on supply side marketing mix for service firms 446 446 447 449 449 450 450 450

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people physical evidence processes managing service quality SERVIQUAL reliability responsiveness assurance empathy tangibles scan table desired service adequate service GAP model of service quality market information GAP service standard GAP service performance GAP internet communication GAP service equality GAP implication of the GAP model for companies transactional surveys mystery surveys

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new, declining and lost customer surveys customer advisory panels focus group interviews customer complaint, comment and inquiry capture employee field reporting employee surveys service operating data capture role for self service technologies-SST differentiation of services product offering people faster service delivery image managing product support service value added service product support service

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