MARKETING MANAGEMENT

UNIT I
Marketing Concepts and Tasks, Defining and delivering customer value
and satisfaction -Value chain - Delivery network, Analysing Marketing
environment, Indian Marketing Environment, Marketing Research,
Marketing Information System, Strategic marketing planning and
organization.
UNIT II
Analysing Consumer Market and Buyer Behaviour, Analysing Business
Market and Business Buyer Behaviour, Market Segmentation and
Targeting, Positioning and differentiation strategies, Product life cycle
strategies, New product development, Product Mix and Product line
decisions, Branding and Packaging.
UNIT III
Pricing objectives and strategies, Price adapting policies, Initiating and
responding to price changes, Marketing channel system - Functions and
flows; Channel design, Channel management and Channel dynamics;
Market logistics decisions.
UNIT IV
Integrated marketing communication process and Mix; Advertising,
Sales promotion, Personal selling and Public relation decisions. Direct
marketing and Telemarketing; Global Target market selection,
standardization Vs adoptation, Product, Pricing, Distribution and
Promotional Policy.