Marketing Management

Prof. Amanpreet Kang

Marketing Management
2013, Prof. Amanpreet Kang
For private circulation Students Study Material of ADDOE.

All rights reserved. No part of this book may be reproduced, stored in a retrieval system, or copied in any
form or by any means, electronic, mechanical, photographic or otherwise, without the prior written permission
of the author and the publisher.
Published by: Amity Directorate of Distance & Online Education, Noida

Contents
Page No.

Unit 1: Introduction To Marketing

1.1 Understanding Marketing And The Scope Of Marketing

07

1.2 What Is Marketed?

1.3 Basic Concepts

1.3.1 Needs, Wants And Demand

1.3.2 Value And Satisfaction

1.3.3 Marketplace, Marketspace And Metamarkets

1.3.4 Marketing Mix - 4 Ps Of Marketing

1.4 Company Orientation Towards Marketplace

1.4.1 Production Concept

1.4.2 Selling Concept

1.4.3 Product Concept

1.4.4 Marketing Concept

1.4.5 Holistic Marketing Concept

1.4.5.1 Relationship Marketing

1.4.5.2 Integrated Marketing

1.4.5.3 Internal Marketing

1.4.5.4 Socially Responsible Marketing

Check Your Progress

Questions& Exercises
Case Study: Kelloggs Indian Experience

Unit 2: The Marketing Environment

2.1 Business And The Environment

17

2.2 Companys Micro-Environment

2.3 Companys Macro-Environment
Check Your Progress
Questions& Exercises
Study Topic: Global Brands Make A Beeline For India

Unit 3: Managing Marketing Information

3.1 The Importance Of Marketing Information
3.2 Marketing Information System
3.3 Market Research And MarKeting Research
3.2 Marketing Research Process
Check Your Progress

29

Questions& Exercises
Marketing In Action: Samsung Reinvents Photo-Sharing For A Connected World

Unit 4: Consumer Behaviour

4.1 Model Of Consumer Behaviour

40

4.2 Factors Influencing Consumer Buying Behaviour

4.3 The Consumer Buying Decision Process
4.4 Types Of Consumer Buying Behaviours
4.5 The Stages Of The Buying Decision Process
Check Your Progress
Questions& Exercises
Marketing In Action: Harley-Davidson Strengthens Its Rider Community

Unit 5: Segmenting, Targeting And Positioning

5.1 What Are Markets?

52

5.2 Selecting And Entering A Market

5.3 Market Segmentation
5.4 Market Targeting
5.4 Positioning
5.5 Customer Relationship Management: Segmenting To One
Check Your Progress
Questions& Exercises
Case Study: Kelloggs Indian Experience

Unit 6: Product And Services

6.1 Classifying Goods And Services

64

6.2 Levels Of A Product

6.3 The Product Mix
6.4 Product & Service Decisions
6.5 Product Identification
6.6 Brand Development Strategies
6.7 The PRoduct Life Cycle
6.8 New-Product Development
Check Your Progress
Questions& Exercises
Study Topic: Lancaster - A New Milk Candy Experience For Chinas Candy Lovers

Unit 7: Pricing And Pricing Strategies

7.1 Pricing Objectives

82

7.2 Importance Of Price To The Marketer

7.3 The Role Of Pricing In Marketing Strategy
7.4 Understanding Price Elasticity
7.5 Price Determination
7.6 Consumer Perception Of Prices - The Price-Quality Relationship
7.7 Pricing Strategy
7.8 Implementing A Pricing Strategy
7.9 Purchase TErms
7.10 Legal And Ethical Issues In Pricing
Check Your Progress
Questions& Exercises
Study Topic: Apples Iphone Pricing Strategy

Unit 8: Marketing Channels And Supply Chain Management

8.1 Introduction

96

8.2 Supply Chains And The Value Delivery Network

8.3 The Nature And Importance Of Marketing Channels
8.4 How Channel Members Add Value
8.5 Number Of Channel Levels
8.6 Channel Behavior And Organization
8.7 Channel Design Decisions
8.8 Channel Management Decisions
8.9 Public Policy And Distribution DecisionS
Check Your Progress
Questions& Exercises

Unit 9: Retailing And Wholesailing

9.1 Types Of Retailers

9.2 Considerations In Retail Planning

9.3 The Wheel Of Retailing
9.4 The Future Of Retailing:
9.5 New Retail Forms And Shortening Retail Life Cycles
9.6 Growth Of Non-Store Retailing
9.7 Retail Convergence
9.8 Rise Of Mega Retailers
9.9 Global Expansion Of Major Retailers
9.10 Retail Stores As Communities Or Hangouts
9.11 Wholesalers
9.12 Types Of Wholesalers
9.13 Agents And Brokers

106

Check Your Progress

Questions& Exercises
Case Study: Waiting In The Wings

Unit 10: Integarated Marketing Communications

10.1 The Communication Process

118

10.2 Establish The Total Communications Budget

10.3 Managing And Coordinating Integrated Marketing Communications
10.4 Manage The Integrated Marketing Communication Process
10.5 Advertising
10.6 Public Relations And Sales Promotion

10.6.1 Five Major Activities Of Public Relations Departments

10.6.2 The Public Relations Process

10.6. 3 Major Tools In Marketing Public Relations

10.7 Sales Promotion

10.8 Local Store Marketing
10.9 Personal Selling - Management Of Professional Sales

10.9.1 Sales Force Objectives

10.9.2 Sales Force Structure And Size

10.9.3 Recruiting And Training A Professional Sales Force

10.9.4 Managing The Sales Force

10.9.5 Motivating A Professional Sales Force

10.9.6 Evaluation And Control Of A Professional Sales Force

Check Your Progress

Questions& Exercises

Unit 11: Company And Marketing Strategy

11.1 Strategic Planning

11.2 Defining The Company Mission

11.3 Designing The Business Portfolio
11.4 The Bcg Growth Share Matrix
11.5 Marketing Strategy
11.6 Swot Analysis
Check Your Progress
Questions& Exercises

141