Session-1

Marketing definition
Social definition
Process
Societal Process
Need
Want
Demand
Individuals and groups
Products and Services
Creating
Offering
Freely exchanging
Conditions
Exchange process
◦Negotiation between two parties
Reaching an agreement
Transaction
Value
Benefits
Costs
Value to Customers
Types
Social
Functional
Economic
Experiential
Model of customer value
Economic Value to Customers
Marketing (Managerial Definition)

Managerial Process
◦Certain managerial principles are followed in marketing; Hence managerial process
Planning
Organizing
Staffing
Implementing
Controlling
Coordinating etc.
Marketing Definition (Philosophically focused)
Societal Marketing
Relationship Marketing
Definitions
What is marketed.
Goods
•Services
•Events
•Experiences
•Places
Persons
•Properties
•Organizations
•Information
•Ideas
Production concept
Selling concept
Marketing concept
◦Identify your customers, find out their need / want,
Holistic Marketing
Difference between Marketing and Selling
Target Market
Marketing Mix
4Ps
5Ps
6Ps
7Ps
Session-3 Marketing Strategy
Strategy Concept
Corporate Decision Making
Corporate Head Quarters Planning Activities
Characteristics of SBUs
BCG Matrix
The business Unit Strategic Planning Process
Marketing Process
Mission/Purpose
Drucker’s Questions
Vision
Company Objective/Goal
Marketing Objective
Aspiration
Action Plan
The Strategic Planning Gap
Enablers of Marketing Strategy
Marketing Analytics
Implement Marketing Programme
Control
Marketing Plan Document
Marketing Plan Contents
Evaluating Marketing Plan
Session-4 Situation Analysis
Marketing Process
5C Analysis

Session-5 Segmentation Marketing Management

Market Segment/Segmentation
Differentiated Marketing
Undifferentiated Marketing/Mass Marketing
Segmenting Consumer Markets
Forms of Segmentation
Geographic Variables
Demographic Variables
Gender and Income
Psychographic Segmentation
Psychographic Analysis
The VALS Framework
Innovators
Thinkers
Achievers
Experiencers
Believers
Strivers
Makers
Survivors
Constituents of Psychographics
Personality
Life Style
Psychographics dimensions
AIO Inventory
Activities
Interests
Opinions
Behavioural Segmentation Based on needs and benefits
Behavioural Segmentation Decision Roles
Initiator
Influencer
Decider
Buyer
User
Behavioural Segmentation: Behavioural Variables
Occasions
Benefits
User Status
Usage Rate
Buyer-Readiness
Loyalty Status
Attitude
Hard core
Split Loyals
Shifting Loyals
Switchers
Technographic Segmentation
Conditions for effective segmentation
 Session 5b
Targeting, differentiation Marketing Management

Targeting
Criteria of Selecting any target
Segment size and growth
Structural attractiveness model
Threat of new entrants
Threat of intense segment rivalry
Threat of substitute products
Bargaining power of buyers
Bargaining power of suppliers
Segment structural attractiveness
Threat of substitute products
Bargaining power of buyers’
Bargaining power of supplier
Single segment concentration’
selective specialization’
product specialization
product specialization
market specialization
full market coverage
differentiation
form
features
performance
conformance
durability
Realiability
Repairability
Style/Design
Service Differentiation
Personal differentiation
Competence
Courtesy
Credibility
Realiability
Responsiveness
Communication
Channel
Image
Session-7
Positioning Marketing Management
Positioning
Perceptual Mapping
Point of difference
Desirable to consumer
Deliverable by company
Differentiating from competitors
Designing a brand mantra
Communicate
Simplify
Inspire
Conveying category membership
Developing a positioning statement
Three Cs brand positioning model
Consumer analysis
Competitor analysis
Company analysis

Session 7
Consumer Behaviour Marketing Management
Consumer Behaviour
Consumer
Customer
Buying units
Exchange
Purchase related roles
Initiator
Influencer
Decision maker
Buyer
User
Types of consumers
Economic
Passive
Cognitive
Emotional
Rational decision making
Economic
Cognitive
Emotional/Passive
Economic model goes for optimality
Cognitive model goes for satisfying solutions
Stages
Need recognition/problem recognition
Pre purchase information search
Evaluation of alternatives
Purchase decision
Post purchase behaviour
Need recognition depends upon
Situations of need recognition
Depleted stock/malfunctioning of the product
Discontentment with stock
Changing environment
Changing financial circumstances
Marketing activities
Marketing implications
Pre purchase information search
External and internal
Active and passive
Sources of information
Internal – past experiences and memory
External – consumer reports
Advertising
Word of mouth
Types of purchase decisions
Extended problem solving
Limited problem solving
Routing problem solving
Factors affecting information search
Characteristics of product
Complexity
Cost
Market characteristics
Number of alternative brands
Characteristics of customer
Past experience
Time pressure
Factors influencing information search
Degree of involvement of the consumer
Importance of the purchase decision to the consumer
Amount of risk involved
Model of perceived risk
Seek information
Be brand loyal
Go for brand image
Rely on store image
Expensive brand
Implication
Alternative evaluation
Significant factors
Evoked set
Consumer decision rules
Compensatory
non compensatory
Determine the criteria for evaluation of alternatives and try to change it
Typical shopping activity
Why people shop
Personal motives
Social motives
Significant factors
Store choice
Interstate choice
Intercity choice
Store location
Inter store choice
Merchandise
Quality
Selection
Fashion/trend
Guarantee
Pricing
Promotions
Advertising
Sales promotions
Personal in the store
Behaviour
Willingness
Hygiene
Customer services available
Credit
Alteration
Installation
Information supply
Clientele the store is serving
Store loyalty
In store purchase behaviour
Packaging
Brand choice
Global
National
Local
Generic
Personal selling effects
Situational influence
Purchase pattern
Purchase related behaviour
Post-purchase behaviour
 Session-9
Analysing Business Markets
Difference between B2B and B2C markets
Value proposition in business market
All benefits
Favourable POD
Resonating focus
Segmentation – basic premise
Traditional marketing approach in consumer market does not work in business markets
Geographic
Demographic/Firmographic
Buying approach
Psychographic
Behavioural
Volume
Purchase frequency
Attitude towards risk
Loyalty
Urgency
Benefit sought
Price
Quality
Service
Relationship
Tangible financial benefits
Nontangible financial benefits
Tangible non-financial benefits
Non tangible non-financial benefits
Buying centre
Buying situation
Straight rebuy
Modified rebuy
New task
Stages in the buying process: buy phases
Problem recognition
•General need description
•Product specification
•Supplier search
•Proposal solicitation
•Supplier selection
•Order-routine specification
•Performance review
Types of customers
Commodity buyers
Underperformers
Partners
Most valuable customers
Session-10
Branding and Brand Equity Marketing Management
Brand
Attributes
•Benefits
•Values
•Culture
•Personality
•User
Logo
The role of brands
Identify the maker
Simplify product handling
Organize accounting
Offer legal protection
Signify quality
Create barriers to entry
Serve as a competitive advantage
Secure price premium
Branding
Brand Equity
Advantages of brand
Brand promise
Brand elements
Brand element choice criteria
Memorable
Meaningful
Likeable
Transferable
Adaptable
Protectable
Steps in strategic brand management
Brand decisions
Brand extensions
Brand portfolio
Packaging
Factors influencing the growing use of packaging in marketing
Labelling

Digital Marketing
Digital marketing framework
Outbound marketing
Inbound marketing
Social media
Mobile technology
Native advertising
Search Ads
Search Engine Marketing (SEM)
Buying golden keywords
Google adwords keyword planner
The golden triangle for search engine results
Metrics used to assess a bank’s search ads
Display Ads
The role of digital channels in sample purchasing decision
Attribution models
Temporal pattern of influence in consumer auto searches
Advertising allocation analysis
Inbound marketing
Getting found
Google ranking- relevance
Google ranking authority
Content creation
Optimizing the landing pages
Website design
Inbound and outbound marketing
Social media strategies
Mobile technology
Session 4b
Marketing Research, Marketing Management
Research process
Steps in research process
Definition
Exploratory research tools
Secondary data analysis
Pilot survey
Experience survey
Focus group
Depth interview
Projective techniques
Case study method
Development of research questions and hypothesis
Conclusive research
Descriptive research
Causal research
Hypothesis ( H1 to H4)
Data collection methods
Structure and disguise
Mode of communication
Mailed (postal / e-mail)
•Telephonic
•Personal Interview
•Computerized Simulation (games)
Sample design
Probabilistic
Non probabilistic sampling
Casual research methods
Pre experimental designs
True experimental designs
Quasi experimental designs