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Pankaj Yadav


Pankaj Yadav | 28-Jan-2016 |
Concepts of Marketing Management , Marketing Environment , Developing Market Strategies and the Offerings , Delivering Marketing Programs ,

Hi friends, here Pankaj Yadav uploaded notes for Marketing Management with title MARKETING MANAGEMENT pdf notes for MBA. You can download this lecture notes, ebook by clicking on the below file name or icon.

Concepts of Marketing Management:  
Definition and Concepts: Definitions of Marketing, Scope of Marketing; Core Marketing Concepts: Concept of Demand and Supply; Transaction; Major Marketing Management Philosophy; Social Marketing  
 Marketing Environment - Internal & External 
Marketing Environment Forces; Macro Environment; Micro and Internal Environment; Factors Influencing Consumer Buyer Behavior; Buyer Decision Process; Inputs for Buying Decision Process; Consumer Trends; Market Segmentation Process.  
 Developing Market Strategies and the Offerings Part –I 
 Positioning and Differentiation: Concept, Positioning according to Ries and Trout, Various Tools of Differentiation; Product Decisions and Strategies; Product Mix; Product Life Cycle; Brand Positioning; Brand Identity; Equity and Packaging.  
 Developing Market Strategies and the Offerings - Part II:  
Introduction to Service Marketing; Differentiating Services; Product and Service Price; Response to Change in Price; Pricing Strategies.  
 Delivering Marketing Programs – Part I  
Marketing through Channel Partners; Wholesalers and Retailers: Current Trend; Channel Management. 
 Delivering Marketing Programs – Part II 
Market Communication, Process for Effective Communication; Advertising; Different Advertising Media; Sales Promotion; Public Relations; Direct Marketing; Personal Selling: Concepts and Process; Management of Sales Force  


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