KMBN105 Marketing Management
Unit 1 {Book} | ||
Introduction: Nature and scope of marketing | VIEW | VIEW |
Various marketing orientations | VIEW | |
Need, Want, Demand | VIEW | |
Elements of Marketing mix | VIEW | |
customer value and the value delivery process | VIEW | |
Understanding Consumer Behaviour: | VIEW | |
Buying motives | VIEW | |
Factors influencing buying behaviour, buying habits | VIEW | |
Stages in consumer buying decision process | VIEW | |
Types of consumer buying decisions | VIEW | |
Unit 2 {Book} | |||
Market segmentation, Targeting and Positioning Meaning | VIEW | ||
Factors influencing Market segmentation | VIEW | ||
Market Aggregation | VIEW | ||
Basis for segmentation | VIEW | ||
Segmentation of Consumer | VIEW | ||
Targeting: Meaning | VIEW | ||
Basis for identifying Target customers | |||
Target Market Strategies | VIEW | ||
Positioning Meaning | VIEW | ||
Product differentiation strategies | VIEW | VIEW | |
Tasks involved in Market Positioning | VIEW | ||
Concept of Branding | VIEW | VIEW | |
Brand Types | VIEW | ||
Brand equity | VIEW | VIEW | VIEW |
Brand positioning | VIEW | ||
Unit 3 {Book} | |||
Product Decisions Concept | VIEW | VIEW | VIEW |
Product hierarchy | VIEW | ||
New product development | VIEW | VIEW | |
Diffusion process | VIEW | ||
Product Life cycle | VIEW | ||
Product mix strategies | VIEW | ||
Product Line strategies | VIEW | ||
Packaging / Labelling: Packaging as a marketing tool | VIEW | ||
Requirement of Good packaging, Labelling in packaging | VIEW | ||
Pricing Decisions: | VIEW | ||
Pricing concepts for establishing value | VIEW | ||
Pricing Strategies | VIEW | ||
Pricing process | VIEW | ||
Value based Pricing, Cost based Pricing | VIEW | ||
Market based Pricing; Competitor based Pricing | VIEW | ||
New product pricing: | |||
Skimming pricing | VIEW | ||
Penetration pricing | VIEW |
Unit 4 {Book} | ||
Place Decision: Meaning, Purpose | VIEW | |
Channel alternatives | VIEW | |
Factors affecting channel choice | VIEW | |
Channel design and Channel management decisions | VIEW | |
Channel conflict | VIEW | |
Retailing & Types of Retailers | VIEW | VIEW |
Advertising: Advertising Objectives | VIEW | |
Advertising Budget | VIEW | |
Advertising Copy | VIEW | VIEW |
AIDA Model | VIEW | |
Public Relation: Meaning, Objectives | VIEW | |
Types, and Functions of Public Relations | VIEW | |
Sales Promotion: | VIEW | |
Sales Promotion Mix | VIEW | |
Kinds of Sales promotion | VIEW | |
Tools and Techniques of sales promotion | VIEW | |
Push-pull strategies of promotion | VIEW | |
Personal Selling: Concept, Features, Functions | VIEW | |
Steps/Process involved in Personal Selling | VIEW | |
Direct Marketing: Meaning, Features, Functions, Different forms | VIEW | |
Growth and Benefits of Direct Marketing | VIEW |
Unit 5 {Book} | |
CRM Meaning | VIEW |
Relationship Marketing Vs. Relationship Management | VIEW |
Types of Relationship Management | VIEW |
Significance of Customer Relationship Management | VIEW |
Global Marketing: Current scenario | VIEW |
Green Marketing | VIEW |
Agile Marketing | VIEW |
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