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Merchandising Management
Chapter I
Introduction to Product and Product Management
1.1 Introduction
1.2 Definition of the Product
1.3 What is Product Management?
1.4 Skills Required
1.5 Product Levels
1.6 Product Mix
 
1.6.1 Product Line
1.7 Product Life Cycle (PLC)
 
1.7.1 Introduction
1.7.2 Growth
1.7.3 Maturity
1.7.4 Decline
1.8 Other PLC Forms
1.9 Marketing Strategies
 
1.9.1 Introduction Stage
1.9.2 Growth Stage
1.9.3 Maturity Stage
1.9.4 Decline Stage
1.10 Market Evolution
  Summing Up
  Self-assessment
 
Chapter II
Product Classification and Product Portfolio Management
2.1 Product Classification
 
2.1.1 Durability and Tangibility
2.1.2 Consumer Goods Classification
2.1.3 Industrial Goods Classification
2.2 Product Portfolio Management
 
2.2.1 The Boston Consulting Group (BCG) Model
2.2.2 The General Electric (GE) Model
2.2.3 Adapting Products to Local Conditions
2.2.4 Threats from Duplication
  Summing Up
  Self-assessment
 
Chapter III
New Product Development Process
3.1 Introduction
3.2 What is a New Product?
3.3 Factors Contributing to New Product Development
3.4 New Product Development Process
 
3.4.1 Idea Generation
3.4.2 Idea Screening
3.4.3 Concept Development and Listing
3.4.4 Marketing Strategy Development
3.5 Business Analysis (Feasibility)
3.6 Product Development
3.7 Market Testing
3.8 Commercialisation
3.9 Product Adoption
  Summing Up
  Self-assessment
 
Chapter IV
Product Strategy
4.1 Introduction
4.2 Elements of Product Strategy
4.3 Setting Objectives
4.4 Strategic Alternatives
 
4.4.1 Increasing Sales/ Market Share Market Development Strategies
4.4.2 Market Penetration Strategies
4.5 Increasing Profitability
 
4.5.1 Decreasing Inputs
4.5.2 Increasing Output
4.6 Positioning: Choice of Customer Targets
 
4.6.1 Positioning: Choice of Competitor Targets
4.6.2 Positioning: Core Strategy
4.6.3 Cost/Price (Value) Strategy
4.6.4 Non-price Strategy
  Summing Up
  Self-assessment
 
Chapter V
Managing Brand Equity
5.1 Introduction
5.2 What is a Brand?
5.3 Brand Equity
5.4 Branding Challenges
5.5 Brand-Sponsor
5.6 Brand Building Tools
5.7 Brand Strategy Decision
5.8 Brand-Asset Management
5.9 Brand Auditing and Re-positioning
5.10 Packaging and Labelling
5.11 Labelling
  Summing Up
  Self-assessment
 
Chapter VI
Marketing Organisations
6.1 Introduction
6.2 Product Focused Organisations
6.3 Market Focused Organisation
6.4 Functionally Focused Organisation
6.5 Marketing Channels
 
6.5.1 Indirect Channel Management
6.6 Contractual/Legal Provisions
6.7 Self-interest
6.8 Human Contact
6.9 Power
6.10 Channel Arrangements
6.11 Monitoring Profitability by Channel
6.12 Direct Channels
  Summing Up
  Self-assessment
  References
 
Chapter VII
Marketing Planning
7.1 What is a Marketing Plan?
7.2 The Planning Process
7.3 Steps in the Planning Process
  Summing Up
  Self-assessment
  References
 
Chapter VIII
Market and Sales: Estimating Market and Sales Potential and Forecasting
8.1 Introduction
8.2 Market Potential
 
8.2.1 Uses
8.2.2 Information Sources
8.3 Methods of Estimating Market and Sales Potential
8.4 Sales Potential
 
8.4.1 Sales Forecasting
8.5 Judgement Based Methods
 
8.5.1 Sales Force Composite
8.5.2 Delphi Method
8.5.3 Jury of Expert Opinion
8.6 Customer Based Methods
 
8.6.1 Market Testing
8.6.2 Market Surveys
8.6.3 Sales Extrapolation Methods
8.6.4 Model Based Methods
8.7 Using Forecasts
  Summing Up
  Self-assessment
  References
 
Chapter IX
Pricing Strategy
9.1 Introduction
9.2 Setting the Price
 
9.2.1 Selecting the Pricing Objective
9.2.2 Determining Demand
9.3 The Role of Marketing Strategy in Pricing
 
9.3.1 Measuring Perceived Value and Price
9.3.2 The Economic Value Concept 
9.3.3 Using Price Thresholds
9.3.4 Using the Perceived Value Concept
9.3.5 Psychological Aspects of Price
9.3.6 Relationship Between Price and Perceived Quality
9.3.7 Odd Ending Prices
9.3.8 Competition and Pricing
9.3.9 Role of Own Costs
9.4 Pricing Objectives
 
9.4.1 Return on Sales/ Investment Pricing
9.4.2 Pricing for Stability
9.4.3 Skimming
9.4.4 Competitive Pricing
9.4.5 Other Factors Affecting Price
9.5 Pricing Tactics
  Summing Up
  Self-assessment
  References
 
Chapter X
Advertising and Promotion
10.1 Advertising
10.2 Developing Effective Communications
10.3 Advertising
10.4 Sales Promotion
10.5 Public Relations and Publicity
10.6 Factors in Setting the Communications Mix are
10.7 Media Selection
 
10.7.1 Where
10.7.2 Contextual Fit
10.7.3 Duplication and Wear Out
10.7.4 When
10.7.5 Other Considerations
10.8 Evaluating Advertising Effects
10.9 Promotions
 
10.9.1 Promotion Objectives
10.9.2 Final Customer Promotions
10.9.3 Trade Promotions
10.9.4 Consumer Promotions (Rank 1 to 11)
10.10 Promotion Budgeting
 
10.10.1 The Total Advertising and Promotion Budget
10.10.2 Allocating Money between Advertising and Promotion
10.10.3 Final Customer Promotions
10.10.4 Product Based Promotion
10.10.5 Price Based Promotions
10.10.6 Other Promotions
10.10.7 Evaluating Customer Promotions
10.11 Pricing Tactics
  Summing Up
  Self-assessment
  References
 
Chapter XI
Financial Analysis
11.1 Introduction
11.2 Sales Analysis
11.3 Profitability Analysis
 
11.3.1 Cost Classification
11.3.2 Contribution Margin
11.4 Framework for Control
11.5 Capital Budgeting
11.6 Average Rate of Return
11.7 Payback
11.8 Internal Rate of Return
11.9 Present Value
11.10 Economic Value Added
  Summing Up
  Self-assessment
  References
 
Chapter XII
Services as Products
12.1 Services
12.2 Service Categories
12.3 Marketing Strategies for Service Firms
 
12.3.1 Differentiation in Services
12.3.2 Managing Service Quality
12.3.3 Managing Productivity
12.4 Post-Sale Service Strategy
 
12.4.1 Major Trends In Product Support Service
12.4.2 Managing Product Support Services
  Summing Up
  Self-assessment
  References
 
 
 
 
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