Marketing Management

Table of Contents1 Planning – Designing the Bl Ueprint For the Future2 Characteristics of a Good Marketing Plan3 Importance of Marketing Planning4 Designing an Overall

Table of Contents1 Strategic Planning at Business Unit Level2 Analyzing Industry and Competition2.1 Conducting Swot (Strength, Weakness, Opportunity, and Threat) Analysis2.2 External Environmental Analysis for

Table of Contents1 Demand Estimation and Measurement1.1 Surveys1.2 Statistical Techniques1.2.1 Identification of Casual Variables1.2.2 Collection of Historical Data1.2.3 Choice of an Appropriate Functional Form1.2.4 Estimation

Table of Contents1 What is Product?1.1 Core Layer1.2 Basic Product Layer1.3 Expected Product Layer1.4 Augmented Product Layer1.5 Potential Product Layer2 Classification of Products2.1 Consumer Products2.1.1

Consumer Adoption Process Let us now discuss how consumers accept the new products. This discussion will help us in understanding the process of new product

Table of Contents1 Value Networks1.1 Role of Intermediaries in the Value Network Value Networks The channel members augment the distribution function in indirect marketing. They

Table of Contents1 Channel Design Decisions1.1 Analyse Customer’s Desired Service Output Level1.2 Establishing Objectives and Constraints1.3 Identification of Major Channel Alternatives1.3.1 Types of Intermediaries1.3.2 Number

Table of Contents1 What is the Price?2 Objectives of Pricing2.1 Stabilization of Prices and Margins3 Factors Influencing Pricing Decisions3.1 Objectives of Business3.2 Competitive Environment3.3 Product

Table of Contents1 Methods of Pricing1.1 Cost-plus or Full-cost Pricing1.1.1 Disadvantages of Cost-plus Pricing Method1.1.2 Advantages of Cost-plus Pricing Method1.2 Target Return Pricing1.3 Marginal Cost

Price Sensitivity and Consumption We have already discussed the demand factors that affect pricing. Demand is based on the consumption patterns of the consumers. Sensitivity