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KMB208 MARKETING MANAGEMENT-2

AKTU MBA NOTES

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UNIT 1 Concept of Marketing Mix
1 Concept of Marketing Mix- Introduction VIEW
2 Traditional Marketing Mix 4Ps, and 4 Cs VIEW
3 Service Marketing Mix VIEW
4 Developing of an Effective Marketing Mix VIEW
5 Managing and Designing Marketing Mix VIEW
UNIT 2 Product Management
1 Product Management- Introduction VIEW
2 Levels of Products VIEW
3 Classification of Product VIEW
4 Product Hierarchy VIEW
5 Product Mix Strategies VIEW
6 Product Line Strategies VIEW
7 Packaging and Labeling VIEW
8 New Product Development Process VIEW
9 Why New Products Fail VIEW
10 Adoption Process VIEW
11 Diffusion of Innovation VIEW
12 Product Life Cycle (PLC) VIEW
13 Brand Management- Meaning VIEW
14 Advantage and Disadvantage of Branding VIEW
15 Brand Equity VIEW
16 Brand Positioning VIEW
17 Brand Name Selection VIEW
18 Brand Sponsorship VIEW
19 Brand Portfolio VIEW
UNIT 3
1 Pricing-Introduction, Factors Affecting Pricing Decisions VIEW
2 Pricing Process VIEW
3 Pricing Strategies VIEW
4 Initiating and Responding to Price Changes VIEW
5 Distribution Management– Introduction VIEW
6 Needs for Marketing Channels VIEW
7 Decisions Involved in Setting up the Channel VIEW
8 Channel Management Strategies VIEW
9 Introduction to Logistic Management VIEW
10 Retailing Meaning, Types VIEW
11 Wholesaling-Meaning, Types VIEW
12 Multi-channel Marketing VIEW
13 Vertical and Horizontal Marketing System VIEW
UNIT 4 Promotion Management
1 Promotion Management Introduction, Integrated Marketing Communications VIEW
2 Communication Development Process VIEW
3 Budget Allocation Decisions in Marketing Communications VIEW
4 Promotion Mix VIEW
5 Advertising – Meaning, Objectives VIEW
6 Advertising Budget VIEW
7 Fundamentals of Sales Promotion VIEW
8 Public Relations VIEW
9 Direct Marketing VIEW
UNIT 5
1 Recent Trends in Marketing VIEW
2 Rural Marketing, Characteristics of Rural Marketing VIEW
3 Digital Marketing – Meaning and Types VIEW
4 Mobile Marketing – Meaning and Types VIEW
5 Customer Relationship Management (CRM)– Meaning VIEW
6 Relationship Marketing Vs Relationship Management VIEW
7 Types of Customer Relationship Management (CRM) VIEW
8 Significance of Customer Relationship Management VIEW
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