We have great pleasure in presenting First edition “Marketing for Consumer Value” written for students of PG courses. The related matters are written in a simple and easily understandable.
This volume is an attempt to provide the students with thorough understanding of Marketing for Customer Value. We have presented the subject matter in a systematic manner with liberal use of charts and diagrams where ever necessary so as to make it interesting and sustain students’ interest.
Contents –
Module – 1 Introduction to Marketing
Introduction
Concept of Marketing
Nature of Marketing
Scope of Marketing
Importance of Marketing
Marketing Concept
Evolution of Marketing Concept
Marketing Mix
Strategic Marketing Planning
Market Analysis and Selection
Marketing Environment
Macro and Micro Components
Impact on Marketing Decisions
Concept of Market Segmentation
Bases for Market Segmentation
Types of Market Segmentation
Effective Segmentation Criteria
Evaluating and Selecting
Target Markets
Concept of Target Market
Positioning and Differentiation Strategies
Concept of Positioning
Review Questions
Module – 2 Product Decisions
Introduction
Concept of a Product
Classification of Products
Major Product Decisions
Product Line
Product Mix
Branding
Packaging
Labeling
Product Life Cycle
Strategic Implications
New Product Development
Consumer Adoption Process
Pricing Decisions
Factors Affecting Price Determination
Pricing Policies and Strategies
Discounts and Rebates
Review Questions
Module – 3 Distribution Channels
Introduction
Distribution Channels
Physical Distribution Decisions
Nature of Distribution Channels
Functions of Distribution Channels
Types of Distribution Channels
Distribution Channel Intermediaries
Channel Management Decisions
Retailing
Wholesaling
Review Questions
Module – 4 Promotion Decisions
Introduction
Communication Process
Promotion Mix
Advertising
Personal Selling
Sales Promotion
Publicity
Public Relations
Determining Advertising Budget
Copy Designing and Testing
Media Selection
Advertising Effectiveness
Sales Promotion
Tools and Techniques of Sales Promotion
Review Questions
Module – 5 Marketing Research
Introduction
Meaning of Marketing Research
Scope of Marketing Research
Marketing Research Process
Marketing Organization
Control of Marketing Organization
Organizing and Controlling Marketing Operations
Review Questions
Module – 6 Issues and Developments in Marketing
Introduction
Social Aspects of Marketing
Ethical Aspects of Marketing
Legal Aspects of Marketing
Marketing of Services
International Marketing
Green Marketing
Cyber Marketing
Relationship Marketing
Developments of Marketing
Review Questions