Professional Documents
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Topic Details
Introduction to Marketing concept ,evolution of marketing & customer orientation Marketing environment and evaluation of market opportunities Market research & marketing information system, Demand forecasting and market potential analysis
Lecture
Lecture
Lecture
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6 7 8 9
1
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Case, Lecture
Lecture Assignment Lecture Test, Lecture
10
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Evaluation Components Assignment 1 Test Group Project Final examination: College* Total
Marks 10 10 20 60 100
REFERENCES:
1.Marketing management Kotler, Keller, Koshy & Jha 2.Marketing Management Dr.Rajan Saxena 3.Marketing Management Perrault and McCarthy 4.Marketing management Ramaswamy & Namkumari 5.Marketing management R.L.Varshney & S.L.Gupta 6.Introduction to Marketing by Adrich Palmer
Assignment
Sr.No. Book BEST PRACTICE CASES IN BRANDING : LESSONS FROM THE WORLD`S STRONGEST 1 BRANDS
Grp
Comments
2 KILLER BRANDS
3 BRAND AVATAR 4 KILLER DIFFRENTIATORS 5 18 BRAND ASTRAS THE 22 IMMUTABLE LAWS OF 6 BRANDING 7 THE BRAND BUBBLE
8 DIFFERENTIATE OR DIE
9 BRAND POSITIONING 10 WHATS IN A BRAND ? 11 MANAGING INDIAN BRANDS 12 BIG BRANDS BIG TROUBLE 13 BRAND FAILURE 14 THE BREAKAWAY BRAND 15 THE ORIGIN OF BRANDS 16 We are like that only 17 Consumer India -
Marketing Concepts
Needs,Wants,Demands
Need basic human requirements Want Needs become wants when directed to specific objects Demand want backed by ability to pay
Production Concept
Older concept of business Consumers prefer products which are widely available and inexpensive Focus is on achieving high production efficiency, low costs and mass distribution
Product Concept
Consumers prefer products which offer quality, performance or innovative features Focus is on making superior products and improving them over time
Selling Concept
Consumers, if left alone, will not buy enough Aggressive selling & promotion Insurance,encyclopedia,overcapacity
Marketing Concept
Shift from product-centered to customer centered
make and sell to sense and respond Instead of hunting gardening
Find right products for your customers Focus in on being more effective than competitors in creating,delivering and communicating superior customer value to its chosen target markets
Marketing
Focus on need of buyer
Seller preoccupied with Sellers need to convert his product into cash
Marketing with the idea of satisfying the needs of the customer by means of the product and whole cluster of things associated with creating, delivering and finally consuming it
Theodore Levitt
What is Marketing?
Is an organizational function and a set of processes for creating,communicating,and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders 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
What is Marketing
of customers, competitors, and collaborators and great skill in deploying an organizations capabilities so as to serve customers profitably.
Marketing management is the art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value.
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What is Marketed?
Goods Services Events Experiences Persons Places Properties Organizations Information Ideas
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