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Table Of Contents

FEATURES OF MARKETING
FUNCTIONS OF MARKETING MANAGER
External Forces:
Micro Factors :
Macro Factors :
Internal Forces :
Marketing environment forces :
Age composition :
Sex Structure of the population & Role of women :
Vicks vapo rub story:
(a) Economic Factors
(B) Competition :
(C) Technology:
(D) Govt. Policies
(E) Suppliers :
(F) Buyers :
(G) Consumer Resistance :
ENVIRONMENT SCANNING TOOLS & TECHNIQUES :
Sources of verbal information :
Sources of written information
Approaches to environmental scanning
SPIRE Approaches :
“SCENARIO BUILDING” APPROACH
C OMPETITION ANALYSIS:
FACTORS CONTRIBUTING TO COMPETITON
(a) Motivation to Reduce Costs :
Low barriers :
MARKET PLANNING
Strategic marketing plans :
PRODUCT MARKET SELECTION
APPROACHES TO MARKETING PLANNING
PROCESS OF MARKETING PLANNING
MARKET RESEARCH & INFORMATION SYSTEM
The Marketing Research Process :
Step-I : Defining the Marketing Problem :
Step-II : Statement of Research Objective
Step-III : Research Design and Research Procedure :
Step-IV : Gathering the Information
Step-V : Analysing the Information :
Step-VII : Decision Making
THE INTERNET & WORLD WIDE WEB BASED INFORMATION COLLECTION & PROCESSING
Data Warehouses :
Data Mining :
GLOBAL MARKET RESEARCH
CONSUMER BEHAVIOUR
Importance of studying consumer behaviour :
Factors influencing consumer buying behaviour :
BUYING MOTIVES
BUYING DECISIONS
Buying Roles :
Different Roles Assumed by People :
Buying behaviour :
ORGANIZATIONAL BUYING BEHAVIOUR
STEPS IN BUYING PROCESS
CLASSIFICATION OF ORGANIZATIONAL MARKETS
MARKET SEGMENTATION
LEVELS OF MARKET SEGMENTATION
BASES & METHODS OF SEGMENTING CONSUMER & INDUSTRIAL MARKETERS
1. Customer based segmentation :
2. Product Related Segment :
COMPETITION RELATED SEGMENTATION
SEGMENTING INDUSTRIAL MARKETS
Soln. Forecasts Based on Exponential Smoothing
PRODUCT PLANNING
LOCATING PRODUCTS IN PLC
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Marketing Notes Module 1,2

Marketing Notes Module 1,2

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Published by: chandusneha on Nov 16, 2010
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