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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