We have great pleasure in presenting First edition “Marketing Management” written for students of UG 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 Management. 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 –
Unit – 1 Introduction to Marketing Management
Introduction
Definition of Marketing
Importance of Marketing
Scope of Marketing
Core Concepts of Marketing
Company Orientations Towards Marketing
Marketing Process
Selling Vs Marketing
Elements of Marketing Mix
Marketing Environment
Review Questions
Unit – 2 Segmentation, Targeting and Positioning
Introduction
Basis for Segmentation
Process of STP
Levels of Segmentation
Patterns of Targeting
Positioning Strategies
Segmentation
Targeting
Positioning for Competitive Advantage
Review Questions
Unit – 3 Product
Introduction
Product Characteristics
Benefits of Product Characteristics
Classification of Products Consumer Goods Industrial Goods
New Product Development Process
Product Life Cycle Stages in PLC
Application to Marketing
Branding of Products
Packaging
Labeling
Significance of Warranties
Significance of Guarantees
Review Questions
Unit – 4 Pricing and Distribution
Introduction
Pricing Factors influencing Pricing Decisions
Objectives of Pricing
Pricing Policies and Procedures
Types of Pricing Strategy
Physical Distribution
Importance of Physical Distribution
Various Kinds of Marketing Channels
Criteria of Selecting a Channel
Review Questions
Unit – 5 Promotion 177 – 200
Introduction
Integrated Marketing Communication
Process of IMC
Elements of Promotional Mix-Advertising
Publicity
Public Relations
Personal Selling
Direct Selling
Sales Promotion
Significance of Promotional Mix in Marketing Decisions
Review Questions
