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Marketing Management
sl nounit 1:- basic concepts of marketingpage no.
1American marketing association-AMA2
2create exchanges that satisfies individual and organizational goal2
3ideas, goods and services2
4goods3
5services3
6experiences3
7events3
8places3
9properties3
10organizations3
11information3
12ideas3
13planning and executing the conception, pricing, promotion and distribution of ideas, goods and services3
14philosophies guiding a company's marketing efforts3
15production concept4
16mass distribution mass production4
17product concept4
18selling concept5
19marketing myopia5
20Theodore Levitt -5
21narrow definition of business6
22preoccupation wit product or technology7
23the belief that a product is forever and has no substitute7
24over obsession with mass production8
25over optimism about growing market8
26marketing concept8
27Charles Batchelor8
28target markets10
29self actualization10
30ego needs10
31social needs10
32safety and security needs10
33physiological needs10
34Maslow's hierarchy of needs10
35understanding customer needs10
36functional level12
37emotional dimension12
38social dimension12
39creating products to satisfy needs12
40five product levels13
41potential product13
42augmented product13
43expected product13
44basic product13
45core benefit13
46core solution13
47basic or generic product14
48expected product14
49augmented product or value added product14
50potential product14
51integrated marketing to deliver those products to customers16
52internal marketing effort external marketing effort16
53organisation chart16
54profitability through customer satisfaction17
55sales decline17
56slow market growth rates17
57changing buying patterns17
58increasing competition17
59increased marketing expenditure17
60customer concept18
61mass customization18
62societal marketing concept18
63customer value and customer satisfaction19
64value functional benefits emotional benefits19
65costs monetary time energy psychic19
66costs19
67benefits19
68total perceived costs19
69sources of value20
70quality improvements20
71add attributes or features that enhance performance20
72identify parallel needs20
73identify purchase patterns20
74how customers actually use the product21
75customers perception of risk21
76reduce risk of product failure21
77customer satisfaction22
78customer loyalty22
79customer relationship management-CRM22
80misconceptions about marketing23
81synonymous with advertising and promotion23
82only for consumer product companies24
83is a cost, not an investment24
unit 2:-The marketing environment
1external forces30
2internal forces30
3environmental scanning30
4understanding the external environment30
5elements of macro environment31
6socio cultural ,Legal-political, economic, sociocultural , technological31
7paradigm shift31
8Philip Kotler31
9fad31
10trends31
11John Naisbitt32
12mega trends32
13globalization32
14IBM33
15major macro environmental factors34
16STEP analysis- PEST34
17political economical social technological34
18socio-cultural factors34
19power distance34
20individualism vs. collectivism35
21masculinity vs. femininity35
22uncertainty avoidance35
23time orientation35
24demographic factors35
25population age mix35
26education levels36
27ethnic markets and subcultures36
28technological factors36
29political and legal factors38
30legislation regulating business38
31special interest groups38
32economic factors39
33business cycle40
34income growth and distribution40
35savings, debt and credit availability40
36natural environmental factors40
37changes in business and marketing41
38Carly Fiorina- HP42
39E-commerce44
40B2B44
41B2C44
42C2C44
43business to consumer44
44business to business45
45consumer to consumer45
46consumer to business-C2B46
47websites47
48macro environmental changes and the new Indian consumer47
49changing face of the economy48
50income growth48
51spending power49
52income distribution50
53population demographics50
54change in consumption features51
55attitude towards consumption51
56availability of credit and Indian consumers attitude towards credit52
57effects of deregulation53
unit 3:- market oriented strategic planning
1nature of strategic planning58
2business strategy competitive strategy58
3planning process58
4business mission environment59
5marketing myopia59
6strategic analysis61
7external analysis61
8internal analysis61
9customer analysis61
10competitor analysis61
11industry and market analysis61
12macro environmental analysis61
13internal analysis62
14performance analysis62
15BCG GE Matrix62
16SWOT analysis62
17Apple64
18competitive advantage66
19Michael Porter66
20Completive advantage-CA66
21substantial66
22valued67
23sustainable67
24leveraged67
25sources67
26lower costs of inputs67
27lower costs producer67
28reduction system67
29supply chain expertise67
30quality of man power resources67
31Core competence68
32C K Prahlad68
33Gary Hamel68
34Honda68
353M68
36Black and Decker70
37strategy identification and selection70
38identifying strategic alternatives70
39intensive growth71
40diversification growth71
41integrative growth71
42Ansoff Product Market Growth Matrix72
43new or existing product72
44new or existing market72
45market penetration72
46maruti73
47market development73
48product development74
49Gillette75
50Logitech75
51diversification75
52related diversification75
53unrelated diversification75
54selecting strategic alternatives76
55prepare operating plans for each functional area77
56elements of marketing plan77
57marketing objectives77
58market segmentation and targeting77
59market segment77
60marketing mix78
61product strategies78
62place-distribution strategies78
63pricing strategies79
64promotion-communication strategies79
65implementation ,evaluation and control of the marketing plan79
66evaluation and control80
67BCG-growth share matrix83
68Stars83
69cash cows84
70question marks/problem child84
71dogs85
72GE multifactor portfolio matrix85
unit 4:- competition and competitive strategy
1identifying competitors98
2customer perspective99
3brand competition99
4industry competition99
5generic competition99
6share of wallet99
7share of mind share of heart100
8industry perspective100
9number of sellers and degree of product differentiation100
10pure monopoly100
11oligopoly101
12duopoly101
13monopolistic competition101
14pure competition101
15cost structure101
16degree of vertical integration102
17degree of globalization102
18strategic groups102
19entry, mobility and exit barriers102
20potential competitors103
21structural analysis of an industry104
22five forces model104
23intensity of rivalry between firms106
24concentration ratio or % of market share held106
25market growth rates106
26overcapacity106
27higher fixed costs106
28perishable products106
29low levels of product differentiation107
30diversity of rivals107
31strategic importance of business r market107
32switching costs107
33intensity of rivalry affect business strategy108
34threat of substitutes108
35bargaining power of buyers109
36buyer power109
37bargaining power of suppliers110
38threat of new entrants111
39entry barriers111
40industry structure and customer needs113
41competitor analysis113
42size, growth and profitability113
43image114
44competitor objectives and commitment114
45current and past strategies114
46organization and culture115
47cost structure115
48exit barriers115
49specialised assets115
50customer commitments115
51relationships with other business units115
52government barriers115
53competitive advantage115
54strength and weakness analysis116
55innovation116
56manufacturing116
57finance116
58management117
59marketing117
60customer base117
61setting up a competitive intelligent system118
62setting up the system118
63collecting the data118
64evaluating and analyzing data118
65disseminating information within the organization118
66generic competitive strategies119
67cost leadership119
68differentiation121
69focus122
70stuck in the middle123
71risks in pursuing the generic strategies123
72risks of overall cost leadership123
73risks of differentiation124
74market leader125
75sustainable competitive advantage126
76PIMS126
77remaining a market leader126
78key strategic action126
79expand the total market126
80defend share127
81Sun Tzu127
82good leader attack itself by127
83525 rule127
84position defense128
85flank defense128
86pre-emptive defense128
87counteroffensive128
88mobile defense128
89contraction defense128
90increase sales when market size is constant128
91market challenger129
92strategic options open to a market challenger are129
93general attack strategies that a market challenger would use are129
94frontal attack129
95flank attack130
96encirclement attack130
97guerilla warfare130
98market follower130
99counterfeiter130
100cloner130
101imitator131
102adapter131
103market nicher131
104balancing customer and competitor orientation131
105create value -for customer132
106capture value for owner132
unit 5:-market research and demand forecasting
1market research
2problem identification research140
3problem solving research141
4segmentation research142
5product research142
6pricing research142
7promotional research142
8distribution research142
9the market research process143
10problem definition144
11develop of an approach to the problem145
12research design formulation146
13data sources146
14secondary146
15primary146
16research approaches147
17observational research147
18focus group research147
19survey research147
20behavioral research147
21experimental research147
22research instrument147
23questionnaire148
24psychological tools148
25mechanical device148
26innovative qualitative tools148
27close ended questions149
28open ended question149
29sampling plan150
30sampling techniques151
31probability sample151
32simple random sample151
33stratified random sample151
34cluster area sample151
35non probability sample151
36convenience sample151
37judgment sample151
38quota sample151
39sample size151
40contact methods152
41mail questionnaire152
42telephone interview152
43personal I interview152
44online method152
45field work or data collection153
46data preparation and analysis154
47multiple regression155
48discriminate analysis155
49factor analysis155
50cluster analysis155
51conjoint analysis156
52multidimensional scaling156
53report preparation and presentation156
54title page156
55letter of transmittal156
56letter of authorization156
57table of contents157
58executive summary157
59problem definition157
60approach to problem157
61research design157
62data analysis157
63results157
64limitation sand caveats157
65conclusions and recommendation157
66marketing decision support systems-DSS158
67interactivity158
68flexibility158
69discovery158
70accessible158
71forecasting and demand measurement159
72market demand ,market potential , and market penetration159
73expansible market159
74non expansible market159
75market penetration index159
76share penetration index159
77company demand, sales forecast and sales potential160
78sales budgets161
79sales targets161
80estimating current demand161
81total market potential161
82area market potential161
83industry sales and market shares162
84estimating future demand162
85survey f business intention s162
86composite of sales force162
87expert opinions163
88statistical analysis of past sales analysis163
unit 6:- consumer behavior
1psychology170
2sociology170
3social psychology170
4anthropology170
5economics170
6consumer research170
7simplified model of consumer decision making170
8input171
9firms marketing efforts171
10sociocultural environment171
11process172
12output172
13consumer as an individual172
14motivation172
15needs172
16innate needs172
17biogenic needs172
18psychogenic or secondary needs173
19Sigmund frued173
20Laddering technique173
21Maslow-173
22Herzberg173
23dynamics of motivation174
24positive or negative174
25never fully satisfies174
26multiplicity of needs174
27needs and goals vary among individual174
28perception175
29dynamics of perception176
30selective perception -selective attention176
31selective distortion176
32selective retention176
33learning177
34advice178
35cue178
36response178
37reinforcement178
38beliefs and attitudes178
39personality179
40personal factors181
41age and stage of family cycle181
42occupation and economic circumstances181
43lifestyle181
44AIO variable181
45consumer in their socio cultural setting182
46culture182
47subculture183
48reference groups184
49primary group184
50secondary group184
51virtual group184
52types of decision and buyer behavior185
53buying roles186
54initiator186
55influencer186
56decision maker186
57buyer186
58user186
59types of decision187
60extensive problem solving187
61limited problem solving187
62routinized problem solving187
63level of involvement188
64high involvement188
65low involvement188
66differences between brands189
67types of buying behavior189
68complex-B189
69dissonance reducing behavior189
70habitual buying behavior190
71variety seeking behavior190
72decision making process192
73need recognition192
74actual state192
75desired state192
76prepurchase search193
77past experience193
78shopping around193
79internet193
80personal sources194
81marketing tasks194
82evaluation of alternatives194
83evoked set194
84the purchase decision196
85trial purchases196
86repeat purchases196
87long term commitment purchases196
88post purchase evaluation197
89relationship marketing and brand loyalty197
90permission marketing198
91erosion of brand loyalty198
unit 7:- market segmentation and selecting target market
1market segmentation206
2mass marketing206
3shot gun approach207
4mass marketing207
5rifle approach207
6segmentation -targeting-positioning-STP207
7segment207
8niche marketing208
9market segmentation in different industries209
10mutual funds209
11life insurance209
12credit cards210
13bases for market segmentation210
14geographic segmentation210
15demographic segmentation211
16age and stage of life cycle212
17gender213
18marital status213
19income, education and occupation214
20psychological segmentation214
21psychographic segmentation215
22VALS studies216
23values attitudes and lifestyles216
24self driven materialists216
25independent explorer217
26passive traditionalists217
27enthusiastic experimenters218
28optioned realists218
29mature sensible219
30socioculturral segmentation220
31culture and subculture221
32use-related segmentation221
33usage situation segmentation222
34time222
35occasion222
36objective222
37location of use222
38context222
39benefit segmentation222
40hybrid segmentation223
41criteria for effective market segmentation224
42substantial225
43accessible225
44differentiable225
45actionable225
46measurable225
47the market segmentation process226
48survey226
49analysis of findings226
50segment profiling226
51evaluating segment attractiveness226
52market targeting227
53single segment concentration228
54selective specialization228
55product specialisation228
56market specialization229
57full market coverage229
58undifferentiated marketing229
59differentiated marketing229
unit 8 :- Positioning
1AI Ries And Jack Trout236
2why positioning important237
3selectively attentive237
4selectively retain237
5positioning concept238
6ABC238
7target audience238
8effective market segmentation238
9slot or category238
10frame e of reference or point of parity239
11understanding perception s,attitudes, beliefs, s240
12B-Benefit241
13C-Compelling reason why243
14point of differentiation -POD243
15USP-unique selling preposition243
16credible and compelling evidence243
17sustainable competitive advantage243
18Himalaya243
19under position244
20over positioning244
21confused positioning244
22doubtful positioning244
23process of developing position244
24perpetual mapping245
25positioning strategies248
26positioning on specific product features248
27positioning on specific benefits, needs and solution s248
28claiming to be the best in class on a given benefit248
29claiming pioneer status or first to offer a benefit248
30positioning on specific usage type249
31positioning on specific usage occasion249
32positioning against another competitor by claiming superior performance249
33position through product class dissociation -the uncola strategy249
34position by cultural symbols249
35positioning by price or lowest cost250
36positioning tools250
37one face to the consumer250
38single coherent face250
39contact points250
40moments of truth250
41repositioning251
42increase relevance to the consumer253
43increasing occasion of use254
44search for a more viable position254
45making the brand serious254
46falling sales254
47bringing in new customer254
48making the brand contemporary255
49differentiate form the newer set of competitors255
50changed market condition255
unit 9:- Product concepts-I
1product differentiation263
2valued264
3distinctive264
4profitable264
5sustainable264
6Michael Porter264
7operational effectives264
8strategic positioning264
9volume industry265
10stalemated industry265
11fragmented industry265
12specialised industry265
13differentiation tools266
14product differentiation266
15product forms266
16product features267
17performance quality267
18conformance of quality267
19durability268
20reliability268
21reparability /serviceability268
22style/design /aesthetics268
23services270
24personnel271
25competence272
26courtesy272
27credibility272
28reliability272
29responsiveness272
30channel273
31image274
32discovering new points of differentiation275
33product classification277
34durability and tangibility277
35consumer goods classification277
36convenience goods278
37staples278
38necessities278
39impulse goods278
40emergency goods278
41shopping goods279
42specialty goods281
43unsought goods281
44classification of consumer goods depends on market segment282
45industrial goods classification282
46raw materials282
47capital items283
48supplies, consumables and services283
49product mix and product lines283
50product mix283
51product portfolio283
52width283
53length283
54depth283
55consistency284
56product line284
57length284
58depth284
59consistency284
60line filling284
61product portfolio and product line management286
62brand decision287
63badge of origin288
64brand essence288
65why do brands matter289
66identification of a product289
67reduce the risk289
68deep relation ship289
69legal protection290
70brand equity290
71branding decisions291
72the number of brands they will support290
73the branding strategy to be used290
74individual brand names290
75range brand names290
76umbrella brand names290
77corporate name combined with an individual product name292
unit 10:- product concept-II
1product innovation298
2new to the world298
3new product line298
4addition to existing product lines298
5improvement and revisions of existing products298
6repositioning298
7cost reduction298
8types of innovations300
9innovation- two levels300
10incremental or continuous innovation s300
11breakthrough or discontinuous innovations300
12integrator model301
13orchestrator model301
14licensor/licensee model301
15organizing for new product development302
16entrepreneurs302
17mistakes302
18managing the product development process303
19concept development and testing303
20marketing plan and business analysis305
21test marketing305
22commercialization306
23the consumer adoption process306
24product characteristic that influence diffusion307
25relative advantage307
26compatibility307
27complexity307
28trial ability307
29observably308
30stages in adoption process308
31awareness309
32interest309
33evaluation309
34trial309
35adoption309
36adoption categories309
37explorers310
38pioneers310
39skeptics310
40paranoids310
41laggards310
42the product life cycle concept-PLC concept311
43product category311
44product form311
45technology311
46product life cycle patterns311
47style fashion fads312
48PLC stages and strategies in different phases313
49introduction stages313
50strategies to enter market313
51offensive strategy313
52defensive strategy314
53imitative strategy314
54product strategy315
55communications strategy315
56pricing strategy316
57rapid skimming or slow skimming316
58rapid penetration or slow penetration316
59distribution strategy317
60competitive strategy317
61growth stage317
62key marketing objectives-early growth318
63product strategy318
64pricing strategy318
65communications strategy319
66distribution strategy319
67latter growth stage319
68maturity stage320
69product strategy320
70communications strategy321
71distribution strategy321
72pricing strategy322
73decline stage322
74lessons from product life cycle concept323
75positive curve sales curve323
76strategic focus and product life cycle324
77critique324
78forget the product life cycle324
79emerging markets325
80growth markets325
81market maturity325
82decline stage325
unit 11:-distribution channels
1role of marketing channels334
2intermediaries334
3merchants334
4agents334
5facilitators334
6channel structure335
7direct/indirect distribution channel336
8vertical marketing system337
9types of VMS337
10corporate VMS337
11administered337
12contractual VMS337
13multiple channel338
14non-traditional channel339
15horizontal marketing system339
16internet340
17channel design strategies341
18levels of distribution intensity341
19intensive distribution341
20selective distribution341
21exclusive distribution342
22target market factors342
23intensive with wide coverage342
24cold chain network342
25selective with wide market coverage342
26product related factors343
27company related factors344
28push strategy pull strategy344
29managing channel relationships345
30channel power, control and leadership345
31channel conflict345
32managing channel conflict346
33channel partnering346
34channel and distribution decisions for services347
35priority areas348
36minimizing waiting time348
37managing service capacity349
38improving service delivery mechanism349
unit 12:-strategic pricing-I
1cost based pricing355
2value based pricing355
3costs: impact of pricing356
4customer values and price sensitivity357
5economic value estimation358
6reference price effect359
7difficult comparison effect360
8switching costs effect361
9price-quality effect362
10expenditure effect363
11end benefit effect365
12shared cost effect366
13fairness effect366
14framing effect367
15market segmentation using price -value perceptions368
16perceived value of product's differences369
17perceived pain of prices369
18price buyers369
19relationship buyers369
20value buyers369
21convenience buyers369
22effect of internet on price sensitivity370
23pricing strategy and the product life cycle371
24pricing the product at the introduction stage372
25price skimming strategy372
26market penetration strategy372
27price induced sampling372
28pricing the product for the growth stage373
29pricing the differentiated product374
30pricing the cost leader's product374
31price level reduction in the growth stage375
32pricing the established product in the maturity stage375
33pricing the product the decline stage376
34divesting376
35harvesting377
36consolidation377
unit 13:-strategic pricing-II
1understanding the pricing game383
2understanding the price competiveness383
3cost structure384
4impact of sales volume on cost384
5overcapacity384
6barriers to adjusting capacity384
7scope for product differentiation384
8product perish ability384
9number and diversity of competitors384
10industry growth rate384
11buyer concentration384
12price sensitivity of the buyers384
13sustainable competitive advantage384
14reacting to competition with price385
15competitor is strategically weaker/cost of responding is too high388
16ignore388
17competitor is weaker and price reaction is cost justified388
18attack388
19competitor is neutral or stronger and the price reaction is too costly389
20accommodate389
21competitor is stronger and the price reaction is cost justified389
22defense389
23pricing: key tool of a company's growth strategy390
24business models391
25role of distribution channel in setting prices391
26channel design392
27role of the channel intermediaries392
28product line pricing393
29fighter brands393
30flagship brands393
31flanker brands393
32relationship among products393
33pricing tactics394
34base level prices394
35geographic pricing395
36FOB origin pricing395
37uniform delivered pricing395
38freight absorption pricing395
39discounts, allowances and rebates395
40quality discount395
41cumulative discount395
42noncumulative discount395
43cash discount395
44trade discount395
45seasonal discount396
46promotional allowances advertising allowances396
47rebate396
48zero percent financing396
49special pricing tactics396
50price lining396
51loss leader pricing396
52odd-even pricing397
53price bundling397
54price induced sampling397
55promotional pricing397
56cross benefit pricing397
57pricing process398
unit 14:-integrated marketing communication -Imc
1objectives407
2inform persuade and remind407
3reminder communication408
4communication process409
5sender410
6encoding410
7channel, media tools410
8media noise or media clutter410
9decoding410
10AIDA concept411
11response hierarchy model411
12cognitive affective Connative412
13communication mix413
14advertising413
15types of advertising415
16corporate or institutional advertising415
17product advertising415
18pioneer advertising415
19competive advertising415
20sales promotion416
21loyal users416
22lure customers416
23brand switchers416
24low product usage or infrequent product usage416
25pull push417
26public relations and publicity418
27public relation tools418
28new product publicity418
29event sponsorship419
30product placement419
31consumer education419
32cause related marketing420
33personal selling420
34direct marketing421
35internet as a communication tool421
36internet is interactive and involving422
37internet offers current, rich and in-depth information422
38internet personalizes the information423
39tools of internet communication423
40website423
41advertising and sponsored content423
42intranet424
43customer extranet424
44web PR424
45Email424
46factors affecting the communication mix425
47nature of the product425
48stages in the life cycle426
49target market426
50type of buying decision427
51available of funds427
52push and pull strategy427
53media mix428
54media planning428
55factors affecting media selection429
56communication objectives429
57editorial fit429
58involvement with medium429
59image of the medium429
60characteristics of different media430
61television430
62radio431
63print media431
64magazines432
65outdoor432
66cinema433
67developing a communications campaign434
68marketing brief435
69communication tasks435
70creative and media strategy435
71media plan and media schedules436
72advertising pre testing436
73campaign roll out436
74post campaign analysis437
75slice-of -life437
76lifestyle437
77fantasy437
78humorous437
79animated product symbols/brand persona437
80mood/image437
81demonstration437
82musical437
83scientific437
84budgeting for marketing communications438
85methods of setting communication budget438
86affordable method438
87percentage of sales method438
88competitive parity method438
89objective or task method439
unit 15:- marketing of services
1characteristics of services446
2intangibility446
3inseparability447
4variability449
5perishabilty449
6on demand side450
7on supply side450
8marketing mix for service firms450
9people450
10physical evidence451
11processes452
12managing service quality452
13SERVIQUAL452
14reliability452
15responsiveness452
16assurance452
17empathy452
18tangibles453
19scan table453
20desired service453
21adequate service453
22GAP model of service quality454
23market information GAP454
24service standard GAP455
25service performance GAP455
26internet communication GAP456
27service equality GAP456
28implication of the GAP model for companies456
29transactional surveys458
30mystery surveys458
31new, declining and lost customer surveys458
32customer advisory panels458
33focus group interviews458
34customer complaint, comment and inquiry capture459
35employee field reporting459
36employee surveys459
37service operating data capture459
38role for self service technologies-SST459
39differentiation of services462
40product offering462
41people462
42faster service delivery462
43image462
44managing product support service463
45value added service463
46product support service464
