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MSL 116 – MARKETING MANAGEMENT
1. Introduction to Marketing Management: Marketing philosophies – Importance of marketing, Functions and Scope of marketing management - Evolution of marketing ideas - Core concept of marketing management – Marketing Mix - Delivering Customer value and satisfaction. (10 hours) 2. Marketing Planning: Strategic planning and process – Marketing Information System and Marketing Research- Marketing Environment.(8 hours) 3. Product management: Product mix and product line decisions, Branding and Packaging, Price Setting: Objectives, factors and methods, Price adapting policies, Initiating and responding to price changes.(8 hours) 4. Channel Management: Marketing channel system- Functions and flows, Channel design, Channel management, Selection, Training, Motivation and Evaluation of channel members. Channel dynamics- VMS, HMS, MMS- Market logistic decisions.(8 hours) 5. Marketing Communication: Integrated marketing communication process and mix- Advertising – Sales Promotion and Public relation. Direct marketing – Growth, Benefits and Channels; Telemarketing. Sales Management: Sales force objectives, structure, size, and compensation.(8 hours) 6. Consumer behaviour and Competitive Strategies: Buyer behaviour, Market segmentation and targeting, Positioning and differentiation strategies, Product life cycle strategies, New product planning & process. Competitive Strategies: Identifying and analyzing competitors, Designing competitive strategies for leaders, challengers, followers, and nichers. Issues in Consumer Marketing: Consumer Protection, Green Marketing . (12 hours) 7. Business Marketing: The Business Market versus the Consumer Market – Buying Situations - Participants in the Business Buying Process – Stages in the Buying Process. (6 hours) Text Book:

a) Marketing Management – Philip Kotler and Kevin Lane Keller Reference Books:
b) Fundamentals Of Marketing – Stanton, William.J
c) Competitive Advantage: Creating, Sustaining Superior Performance – Porter M.E. d) Strategic Marketing – Cravens D.W.
e) Marketing Management – Rajan Saxena

MSL 116 - MARKETING MANAGEMENT
Unit I Introduction to Marketing Management
Definitions of marketing: “Marketing is the process of discovering and translating consumer needs and wants into products and services, specifications, creating demand for these products and services and then in turn expanding this demand”.________ H.L Hansen.

“Marketing is the business process by which products are matched with market and through which transfers of ownership are effected”.__ E.W.Cundiff
"Marketing consists of the performance of business activities that direct the flow of goods and services from producers or suppliers to consumers or end-users”. _____ American Marketing Association.

“Marketing is a societal process by which individuals and groups obtain what they need and want through creating, offering, and freely exchanging products and services of value with others”. _____ Philip Kotler.

Definition of Marketing Management:
“Marketing Management as the art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value.”

Nature of Marketing:
Marketing is both consumer-oriented and competitors-oriented. It starts with consumers and ends at consumers by satisfying their needs. Marketing is the most important function of management.
The long-term objective of marketing is profit maximisation through customer satisfaction.
Marketing is an integrated process which is based on strategies and models.
Marketing must deliver goods and services in exchange of money.

The Evolution of Marketing:
1. Production Era:
2. Sales Era:
3. Marketing Era:

Marketing satisfies our...
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