Subject Code: IMT-40

Subject Name : Marketing Management
Objective: 1. To introduce students to the elements of marketing analysis: marketing environment analysis, customer analysis, competitor analysis, and company analysis. 2. To familiarize students to the business and marketing strategies and to enhance their problem-solving and decision-making abilities in strategic areas of marketing. 3. To use marketing case studies to provide an opportunity (both written and oral) to develop, present, and defend a student’s own recommendations, and to examine and discuss the recommendations of others critically. Contents : FUNDAMENTALS OF MARKETING Understanding Marketing, The Marketing Concept, Marketing Concept versus , Production Concept, The Service Concept, The Experience Concept, Efficiency versus Effectiveness, Market versus Internally Driven Businesses, Profile of Customer-centric Organizations, Limitations of the Marketing Concept, Marketing Mix, Characteristics of an Effective Marketing Mix, Criticism of the 4Ps Approach to Marketing, Segmentation, Targeting, and Positioning, Marketing Orientation and Business Performance, The Value Chain Method MARKETING RESEARCH Marketing Information Systems – MIS, Approaches to Marketing Research, Types of Marketing Research, Stages in the Marketing Research Process MARKETING ENVIRONMENT Economic Forces, Technological Factors, Socio-cultural Factors, Demographic Factors, Political-legal Environment, Competitive Environment, Country Analysis CONSUMER BEHAVIOUR The Buyer, The Buying Process, Choice Criteria, The Buying Situation, Personal Influences, Social Influences, Customer Loyalty and Profitability, Customer Portfolio Management, Emotional Engagement with Customers, Customer Relationship Management, Relationship Marketing. SEGMENTATION AND TARGETING Customer Value Proposition, Non-Segmented Markets, Purpose of Segmentation, Segmentation and Market Entry, Process of Market Segmentation: Target Marketing, , Segmenting Consumer Markets, Combining Segmentation Variables, Segmenting Organizational Markets, Evaluating Market Segments and Target Market Selection, Target Market Strategies POSITIONING Elements of Positioning, Positioning, Differentiation and Marketing Mix, Differentiation in All the Steps of the Consumption Chain, Synchronization of the Marketing Mix, Ries and Trout on Positioning, Criteria for Successful Positioning, Dilution of Positioning, Repositioning, PRODUCT MANAGEMENT Types of Products, Technology Products, Commodity Products, Customized Products, , Product and Brand, Product Line and Product Mix, Product-mix Modifications, Excessive Product Variants, Managing Product Lines and Brands Over Time – Product Life Cycle (PLC), Managing Brand and Product Line Portfolios, Product Strategies for Growth, Product Recalls, Packaging, Labelling MANAGEMENT OF INNOVATIONS Defining Innovations, Creating an Innovative Culture, Organizational Structures for Innovation Management, Role of Marketers, Role of Senior Management, Managing the Innovation Process, Product Replacement Strategies, Commercialization of Technology, , Next-generation Products, Modular Designs, Disruptive Innovations, Open-market Innovations, Experimentation in Innovation PRICING STRATEGY Methods of Pricing, Factors Influencing Pricing Decisions, Pricing Cues, Consumption and Pricing, Price Marketing Management. .......................................... Page 1 of 6 ............................................................................... IMT-40

. Types of Distribution Channels.. Key Questions and Process of Marketing Planning........ Marketing Mix Decisions.... Sales Responsibilities.. Sales Promotion Objectives. Expenditure on Sponsorship.. 5 Questions.....5 marks. Competitive Behaviour. IIIrd Set (Part – C) and Set-IV (Case Study) must be sent together... The Process of Communication.. Designing the Sales Force. Physical Distribution ADVERTISING MANAGEMENT. b.. Page 2 of 6 .. Write answers in your own words as far as possible and refrain from copying from the text books/handouts.. Improving Advertising Results..... Personal Selling Strategies.. Third Set of Assignments: D. Marketing Process.... Mail the answer sheets alongwith the copy of assignments for evaluation & return.. Confine your answers to 150 to 200 Words. Marketing Objectives. Creating a Differential Advantage.. A.... The Characteristics of a Good Exhibitor.. Media Decisions.... Objectives of Sponsorship.. Only hand written assignments shall be accepted. Execution Campaign.... Competitor Analysis. Problems of Sales Management COMPETITIVE MARKETING STRATEGY Analyzing Competitive Industry Structure.... Management of the Sales Force.... Choosing a Competitive Strategy. Personal Selling Skills. Problems in Making Planning Work... 5 Questions. Competitive Marketing Strategies. Answers of Ist Set (Part-A).. Public Relations and Publicity. Evaluation. 5 Questions.. Message Decisions. Functions of Public Relations. Forth Set of Assignments: Marketing Management. How Advertising Works..Sensitivity.. Effectiveness. Hybrid Distribution System. Consumer Psyche: How He Perceives Messages. Types of Salespersons. Planning for an Exhibition. ... Two Case Studies : 5 Marks. Channel Management...... Evaluating Sales Promotion.... Definition of Advertising Objectives. Marketing Audit. Selection. Major Sales Promotion Techniques.. Marketing Planning Process......... Publicity.. Swot Analysis.. Each case study carries 2.. Evaluation of Advertising . Establishment of Advertising Expenditure. An Unambiguous... Phases of the Selling Process.. Identification and Understanding of the Target Audience. Use the Right Time and the Correct Channels. Sources of Competitive Advantage.. Core Strategy.. Exhibitions...... each question carries 1 marks.... each question carries 1 marks. Sales Promotion. Organization of Campaign Development INTEGRATED MARKETING COMMUNICATION The Purpose of Communication. New Releases. Erosion of Competitive Advantage.. Second Set of Assignments: C. Marketing Strategy and Personal Selling. c. Competitive Advantage. Strategic Objectives. IInd Set (Part-B). Creating Cost Leadership..... Implementation and Control. Effects of Sales Promotion.. How to Handle Marketing Planning Problems Notes: a..... Evaluating an Exhibition PERSONAL SELLING & SALES MANAGEMENT Challenges in Personal Selling... Initiating Price Changes.... each question carries 1 marks. Single Signal to the Target Customers....... Sponsorships... Sustaining A Competitive Advantage.. Objectives of Exhibitions.. First Set of Assignments: B. IMT-40 . Price Wars DISTRIBUTION Functions of Channel Intermediaries. Rewards of Marketing Planning. d. Channel Strategy.. Growth of Sales Promotion. Non-Traditional Methods of Communication..

3...ASSIGNMENTS FIRST SET OF ASSIGNMENTS Marks Assignment-I = 5 PART– A 1.......... Which variables are used to segment organisational markets? SECOND SET OF ASSIGNMENTS Assignment-II = 5 Marks PART– B 1.... Page 3 of 6 ... 5........ 4.. How can companies emotionally connect with its customers? Give some examples to show the emotional connect between companies and customers...... Marketing mix is the most versatile tool to create the desired positioning..... Under what conditions “ Hold Objective” the best form of competeive marketing strategy......... Marketing Management.. What do you understand by marketing concept? Distinguish between marketing concept and production concept ? 2.... Comment on this trend....... Does the emergence of Modern Trade (MT) pose a serious threat to the existance of Traditional retail ? Assignment-III = 5 Marks 4... What is the basic purpose of sales promotion ? How can a new sales promotion scheme be tested? List down the various methods of establishing the advertising expenditure... Give the classification of consumer products. 5......... Explain.. Why does “ percentage of sales method” continue to be a popular method for setting advertising budget? Most companies seem to be allocating more funds to non-media advertising... 2... IMT-40 ............. 5... 3. Explain the various types of retail formats..... Why is country analysis considered a vital diagnostic tool by companies going global... What are the components of country analysis. 3..... How does research improve decision making in marketing.. What are new generation products? Is it possible for technology based companies to ignore new generation products for long ? Outline the factors that influence pricing decisions.............. 2... THIRD SET OF ASSIGNMENTS PART– C 1.... . What are the types of marketing research methods? 4........ List the selling skills every aspiring salesperson should learn..

. Meanwhile. Page 4 of 6 . Google.... The subject of his worry was an article that he read in Wall Street Journal.... Add to that 2 lead magazines and 29 niche magazines ..15 printing centers ... Washington DC. Bennett...... The Times Group has: 11 publishing centers .6 billion in 2009 to $16.. better known as the publisher of English daily The Times of India.over 7000 employees ... Results were collected from 1........ In his speech to the other print media owners he read out the excerpts from the article “ Search engine marketing expenditures will grow 14% this year.... Google is apparently maximizing its dominance. More than half of advertisers (56%) and agencies (62%) say that Google keywords have become more expensive over the last year. Nearly all (97%) respondents are paying to advertise on Google AdWords. Where’s the money coming from? Nearly half (49%) of respondents indicated they are reallocating budgets to search engine marketing from print advertising. Mr...... 55 sales offices .5 dailies including two of the largest in the country . including 527 advertisers and 944 supply-side respondents carrying out search engine marketing on behalf of clients (including agencies or consultants)....... Coleman & Co... ..... Ltd...... Vineet Jain... Leaving Google aside.............. marketers named personalization of search results and the rise of local search were two trends worth watching..... Ltd.6 billion by the end of December....The combined reach of group publications was in 2. jumping from $14.... is India's largest media group..468 cities and towns of the country. almost three quarters (71%) pay to advertise on the Google search network while 56% use the Google content network (keyword targeted)... Coleman & Co. SEMPO found that measuring return on investment is the biggest challenge facing marketers.. the CEO of Bennett ....I Print Media under serious threat Bennett ...5 Each Case Study CASE STUDY ........... and almost a quarter are moving budgets from conferences and exhibitions (24%) and Web display advertising (23%).. is the big beneficiary of this trend. IMT-40 . however...471 respondents... according to research from the Search Engine Marketing Professional Organization (SEMPO)... More than a third (36%) are shifting money away from direct mail...... Coleman & Co.. The report is based on an online survey which was fielded during January and February among SEMPO and Econsultancy members... Of these.... only around a third of advertisers noted an increase in Yahoo (32%) and Bing (29%) keyword costs.. Ltd.” Marketing Management... unsurprisingly... is the flagship company of The Times Group... wore a worried looked at a hurriedly summoned meeting of print media barons at Mumbai.FOURTH SET OF ASSIGNMENTS Assignment-IV = 2.. This growth does not come without some trepidation..

. (2) Developing the distributor network to service the non-direct accounts This third party channel will be increasingly important in getting company’s clients products and services to the mass market....... and manufacturing sectors... showed the way to the newspaper industry on how to thwart this challenge from online media? Mr....e.000 employees.. the ad revenue was not going up in the same proportion.. aeronautical..S.. Questions 1... with the account managers having a resource management role. How serious is the threat to revenues of print media by online media in India? 2. The company looks to revamp its sales organization structure as the CEO feels the present product based structure is not in line with the new market realities facing the company. Working with the Vice President of Sales Europe............ Page 5 of 6 .. Bennett....... In their meeting. Key elements of the programme are: Marketing Management.. IMT-40 .... .. Coleman and Co......... providing the right resources to the customer as required..... the media barons were unanimous that personal selling efforts by sales team need to be bolstered to meet up the traditional clients and get a larger part of media budget............. The move to account management will provide in a single point of contact for the customer..... the foremost media group. There are two key elements to their sales strategy: (1) To develop an Account Management approach to the most significant direct customers The sales organization has historically been product division based........................ What should be the objectives and the structure of this training program? CASE STUDY-II Revamp the Sales organization – American MNC A U.. senior sales management.. owned manufacturing company operating globally with 45.. Vineet Jain wanted print media barons to dwell upon how much of a challenge does internet media offer to print media..Mr. Vineet Jain decided to implement the new sales training program to upgrade the skills of his sales and marketing team... How can newspaper groups apply the principles of CRM to bind more with their customers i.............. They supply a wide range of customers in a vast range of markets including the automotive.. clients who contribute by way of advertising revenue? 3..... while the circulation of newspapers and niche magazines was going up. and the European learning and Development Team we have developed a "learning ladder" which provides an ongoing development programme for sales people as they progress through the organisation. Most blue chip clients on advise from their ad agencies earmarked larger budgets to online media year on year basis... The situation appeared disturbing..

.................this provides the foundation training Account Management... IMT-40 ....this is a key activity in enabling the salespeople to implement what they have learned during the programmes.......... Finally....................    Core selling skills ... for people who move into the distribution channel rather than key accounts Negotiation...... Outline the difference in selling process to meet up with the requirements of key accounts and those that of distributor network 3... which involves participants in self-study work as well as attending short duration practically based workshops..... sales managers attend a coaching programme.... 2.... and a programme specific to the office based sales team who support the field operation........ for people moving from a territory based role to working with major accounts Working with Distributors...... Page 6 of 6 ..... Critically examine the account management approach to handle the key customers........ to enable them to develop their coaching kills back in the field .... as this is a core skill for the whole sales team Specific programmes are also available on presentation skills.... .... Questions: 1........ Each programme takes a blended learning approach.. understanding finance.... What are the challenges of revamping the functioning of sales teams in global organizations? Marketing Management........