Marketing Management

Table of Contents1 Reasons for Adding New Product1.1 Excess Capacity as a Reason for Expanding Product-line1.2 Profit as a Criterion of Optimum Product-line1.3 Diversification as

Table of Contents1 Elements of Branding1.1 Brand Identity1.2 Brand Image1.3 Brand Position1.4 Brand Association1.5 Brand Loyalty Elements of Branding Brands are unique in many ways.

Table of Contents1 Managing Product Lines1.1 Expansion of Product Mix1.2 Contracting or Dropping the Product1.3 Alteration of Existing Products1.4 Development of New Uses for Existing

Table of Contents1 What is Brand?2 Types of Brands2.1 Generic products2.2 Manufacturer’s brand2.3 Private brands2.4 Captive brands2.5 Family brand2.6 Individual brand3 Branding Decisions3.1 Branding Strategy

The Arthur D. Little Model This model is based on competitive position and stage of industry maturity. The competitive position is recognized in five main

Table of Contents1 Market Segmentation1.1 Purposes of Market Segmentation2 Segmenting Basis2.1 Geographic Segmentation2.2 Demographic Segmentation2.3 Psychographic Segmentation2.4 Behavioral Segmentation2.4.1 Most Modern Hospitals2.4.2 Autonomous Hospitals2.4.3 Government

Table of Contents1 Measures of Market Demand1.1 Market Potential1.2 Market Demand1.3 Market Forecast1.4 Sales Forecasting1.5 Sales Budget Measures of Market Demand Marketers are often confused

Positioning Segmentation, Targeting, and Positioning (STP) constitute the fundamental pillar of any marketing function. Now we have completed our discussion on segmentation and targeting. The

Table of Contents1 Assigning Resources to Each Strategic Business Unit2 Boston Consulting Group’s Growth-share Matrix (Bcg Matrix) Assigning Resources to Each Strategic Business Unit The

Table of Contents1 Applications of Portfolio Models2 Planning for Business Growth2.1 Market Penetration Strategy2.2 Market Development Strategy2.3 Product Development Strategy2.4 Diversification Strategy3 Companies Can Go