MARKETING MANAGEMENT

Introduction Marketing : Concept and Definition, Nature, Scope and Importance of Marketing, Evolution of Marketing; Core marketing concepts; Marketing Orientation- Production concept, Product concept, Selling concept, Marketing concept, Societal Concept, Holistic marketing concept,4 Ps of Marketing Mix

Marketing Environment: Demographic, economic, political, legal, socio cultural, technological environment (Indian context); Portfolio approach – Boston Consultative Group (BCG) matrix

Segmentation, Targeting and Positioning: Levels of Market Segmentation, Basis for Segmenting Consumer Markets, Difference between Segmentation, Market Targeting, Developing and Communicating Positioning Strategy

Product Decisions: Concept of Product Life Cycle (PLC), PLC Marketing strategies, Product Classification, Product Line Decision, Product Mix Decision, Packaging &Labeling, Concept of New Product, New Product Development Process. Pricing Decisions: Determinants of Price, Pricing Objectives, Factors affecting Pricing Decisions, Pricing Methods, Pricing for New Products: Market Skimming and Market Penetration Pricing

Promotion Mix: Steps in Integrated Marketing Communications Process. Promotional Tools – Advertising, Sales Promotion, Direct Marketing, Public Relations & Publicity and Personal Selling Place (Marketing Channels): Channel functions, Channel Levels, Types of Marketing Intermediaries: Conventional Marketing System, Vertical Marketing System, Horizontal Marketing System, Hybrid Marketing System; Exclusive Distribution, Selective Distribution, Intensive Distribution.