MARKETING MANAGEMENT  Marketing definition  Market definition  Market Types y Resource markets y Manufacturer markets y Government markets y Consumer

markets y Intermediary markets  Market places, market spaces and Metamarket  Company orientation philosophies y Production concept y Product concept y Selling concept y Marketing concept y Holistic marketing concept  Marketing Mix y Products y Place y Promotion y Price  Fundamental Marketing Concepts y Needs, wants, demands y Segmentation, target marketing, positioning y Offerings and brands y Value and satisfaction y Marketing channels y Supply chain y Competition y Marketing environment y Marketing planning  Value framework constituents y Selecting the value y Creating the value y Communicating the value y Delivering the value y Capturing the value back from the market y Enhancing the value

 Consumer behavior and influences y Cultural factors y Social factors y Personal factors  Culture Subcultures y Nationalities y Religions y Racial groups y Geographic regions Social factor y Reference groups y Family y Social classes y Status Personal factors y Age y Self concept y Lifestyle y Values y Personality y Life cycle stage y Occupation y Wealth Brand personality y Sincerity y Excitement y Competence y Sophistication y Ruggedness Key psychological process y Motivation y Perception y Learning y Memory     .

 Consumer buying process y Problem recognition y Information search y Evaluation y Purchase decision y Post purchase behavior  Sources of information y Personal y Commercial y Public y Experential  Decision heuristics y Conjunctive heuristic y Lexicographic y Elimination by aspects  Characteristics of business markets y Fewer larger buyers y Close supplier customer relationships y Professional purchasing y Many buying influences y Multiple sales calls y Derived demand y Inelastic demand y Fluctuating demand y Geographically concentrated buyers y Direct purchasing  The buying center y Initiators y Users y Influences y Deciders y Approvers y Buyers y Gatekeepers  Stages in the Buying Process: Buyphases y Problem recognition y General need description y Product specification y Supplier search .

    ‡ ‡ ‡ ‡ ‡ ‡ ‡ ‡ ‡ ‡ ‡ ‡  y Proposal solicitation y Supplier selection y Order-routine specification y Performance review Four levels of Micromarketing y Segments y Niche market y Local areas y Individuals Segmenting Consumer Markets y Geographic y Demographic y Psychographic y Behavioural Demographic segmentation y Age and life cycle y Life stage y Gender y Income y Generation y Social class Behavioural segmentation Decision Roles Initiator Influencer Decider Buyer User Behavioral Variables Occasions Benefits User Status Usage Rate Buyer-Readiness Loyalty Status Attitude Steps in segmentation process y Needs based segmentation y Segment identification y Segment attractiveness y Segment profitability .

       y Segment positioning y Segment acid test Effective segmentation criteria y Measurable y Substantiable y Accessible y Differentiable y Actionable Patterns of target market selection y Single segment concentration y Selective specialization y Product specialization y Market specialization y Full market coverage Positioning Differentiation strategies y Product y Personnel y Channel y Image Marketing Mix (7 P s) y Product y Price y Place y Promotion y Physical evidence y People y Process Service Product levels y Core benefit y Basic Product y Expected Product y Augmented product y Potential product Product Classification schemes y Durability y Tangibility y Use .

 Consumer goods classification y Convenience y Shopping y Specialty y Unsought  Packaging y Self Service y Consumer affluence y Company brand image y Innovation opportunity  Packaging objectives y Identify the brand y Convey descriptive and persuasive information y Facilitate product transportation and protection y Assist at home storage y Aid product consumption  Label and its functions y Identifies y Grades y Describes y Promotes  New product development y Idea generation y Idea screening y Concept development y Market analysis developing strategy y Product development y Test marketing y Commercialization  Strategies in product life cycle y Introduction y Growth y Maturity y Decline  Brand element in choice criteria y Measurable y Meaningful y Likeability y Transferable .

y Adaptable y Protectable  Factors influencing pricing y Internal factors y External factors  Pricing methods/ Pricing strategies y Cost based pricing y Demand based pricing y Competition oriented pricing y Product line oriented pricing y Tender pricing y Affordable based pricing y Differentiated pricing .

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