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Marketing Management
Chapter I
Introduction to Marketing
1.1 Marketing in the Twenty First Century
1.2 The Impact of the New Economy
1.3 Changes in the Customer
1.4 Changes in the Business Scenario
1.5 Defination of Marketing
1.6 Marketing Objectives
1.7 Marketing Environment
  Summing Up
  Self-assessment
 
Chapter II
The Marketing Mix
2.1 Marketing Mix
2.2 Elements of the Marketing Mix
2.3 The Product Mix
2.4 The Price Mix
2.5 The Promotion / Communication Mix
2.6 The Place Mix / Distribution Mix
2.7 Significance of the Marketing Mix
  Summing Up
  Self-assessment
 
Chapter III
Product-Product Classification and Features of a Product
3.1 Introduction
3.2 Definition of a Product
3.3 Features of Product
 
3.3.1 Explicit Characteristics
3.3.2 Implicit Characteristics
3.4 The Classification of Products
  Summing Up
  Self-assessment
 
Chapter IV
Product Life Cycle
4.1 Introduction
4.2 Definitions
4.3 Stages of the Product Life Cycle Concept
4.4 Implications of the Product Life Cycle Concept
4.5 Conclusions
  Summing Up
  Self-assessment
 
Chapter V
New Products - Decisions, Steps and Processes
5.1 Introduction
5.2 What is a New Product?
5.3 Types of New Products
5.4 Why New Products Fail
5.5 Challenges to New Product Development
  Summing Up
  Self-assessment
 
Chapter VI
New Product Design
6.1 Introduction
6.2 Steps in the Development of the New Product
 
6.2.1 Idea Generation
6.2.2 Idea Screening
6.2.3 Concept Development and Testing
6.2.4 Marketing Strategy Developing
6.2.5 Business Analysis
6.2.6 Estimation of Total Sales
6.2.7 Estimation of Costs and Profits
6.2.8 Product Development
6.2.9 Market Testing
6.2.10 Commercialisation
6.3 Conclusion of the Process
  Summing Up
  Self-assessment
 
Chapter VII
Test Marketing
7.1 Introduction
7.2 Definition
7.3 Objectives in Test Marketing
7.4 Problems in Test Marketing
7.5 How Test Marketing is Conducted
7.6 Alternatives to Test Marketing
  Summing Up
  Self-assessment
 
Chapter VIII
Product Branding and Brand Management
8.1 Introduction
8.2 Definition of Brand
8.3 The Purpose of Branding
8.4 Features of Good Brands
8.5 Significance and Importance of Branding
8.6 Consumer's Advantages and Limitations
8.7 Marker's Advantages and Limitations
8.8 Branding in the New Economy
  Summing Up
  Self-assessment
 
Chapter IX
Product Packaging
9.1 Introduction
9.2 The Definition of Packaging
9.3 Objectives of Packaging
9.4 The Purpose and Functions of Packaging
 
9.4.1 Utilisation Purpose
9.4.2 Communication Purpose
9.4.3 Profit Purpose
9.5 The Types of Packaging
9.6 The Criticism Against Packaging
  Summing Up
  Self-assessment
 
Chapter X
Product Price and Pricing
10.1 Introduction
10.2 The Meaning of Price
10.3 The Role of Pricing in the Market Strategy
10.4 The Objectives of Pricing
10.5 Factors Influencing Pricing Decisions
 
10.5.1 Internal or Controllable Factors
10.5.2 External or Non-controllable Factors
10.6 Pricing Decisions Adopted by Modern Firms
  Summing Up
  Self-assessment
 
Chapter XI
Setting the Price
11.1 Introduction
11.2 Steps in Fixing of the Price of a Product
11.3 The Methods of Pricing
11.4 Approaches to Pricing
  Summing Up
  Self-assessment
 
Chapter XII
Physical Distribution of Products
12.1 Introduction
12.2 Definition of Physical Distribution
12.3 Objectives of Physical Distribution
12.4 Role and Importance of Physical Distribution
  Summing Up
  Self-assessment
 
Chapter XIII
Channels of Distribution
13.1 Introduction
13.2 Definition of the Distribution Channel
13.3 Objectives of the Channels of Distribution
13.4 Role and Significance of the Distribution Channels in Marketing
13.5 Functions of the Distribution Channel
13.6 Intermediaries Involved in the Channel of Distribution
13.7 Wholesalers
13.8 Retailers
13.9 Types of Distribution Channels
13.10 Factors Governing the Choice of a Channel of Distribution
  Summing Up
  Self-assessment
 
Chapter XIV
Warehousing
14.1 Introduction
14.2 Definition of Warehousing
14.3 Characteristics of Warehousing
14.4 Centralised and Decentralised Warehousing
14.5 Inventory Management
  Summing Up
  Self-assessment
 
Chapter XV
Sales Promotion
15.1 Introduction
15.2 Definition
15.3 The Objectives of Sales Promotion
15.4 The Importance of Sales Promotion Activities
15.5 Advantages of Sales Promotion
15.6 Kinds of Sales Promotion
  Summing Up
  Self-assessment
 
Chapter XVI
Advertising
16.1 Introduction
16.2 The Definition of Advertising
16.3 The Objectives of Advertising
16.4 The Role of Advertising
16.5 Limitations of Advertising
  Summing Up
  Self-assessment
 
Chapter XVII
Personal Selling
17.1 Introduction
17.2 The Definition of Advertising
17.3 The Objectives of Advertising
17.4 The Role of Advertising
17.5 Limitations of Advertising
  Summing Up
  Self-assessment
 
Chapter XVIII
Direct Marketing
18.1 Introduction
18.2 Definition
18.3 Advantages of Direct Marketing
18.4 Demerits of Direct Marketing
18.5 Intergrated Direct Marketing
18.6 Channels of Direct Marketing
18.7 On-line Marketing
  Summing Up
  Self-assessment
 
 
 
 
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