KMBN105 MARKETING MANAGEMENT UNIT-1 Introduction: Nature and Scope of Marketing Various Marketing orientation Need, Want and Demand Elements of Mix Marketing Customer value and the Value delivery process Understanding Customer behavior: Buying Motives Factors Influencing Buying behavior, buying habits Stages in Consumer Buying decision process and Types UNIT-2 Market Segmentation, Targeting and Positioning Meaning Factors Influencing Market Segmentation Market Aggregation, Basis for segmentation, Segmentation of Consumer Targeting: Meaning, Target Market Strategies Positioning Meaning, Product difference strategies Task involved in Market Positionning Concept of Branding, Brand Type, Brand equity, Brand positioning UNIT-3 Product Decision Concept, Product hierarchy New product development, Diffusion process Product Life Cycle, Product Mix Strategies Product Line Strategies, Packaging, Labeling: Packaging as a marketing tool Requirement of Good Packaging , Labeling in packaging Pricing Decision: Pricing Concept for establishing value Pricing Strategies, Pricing Process Value based pricing, Cost based pricing Market based pricing: competitor based pricing Skimming pricing, penetration pricing UNIT-4 Place Decision : Meaning and Purpose Channel Alternatives Factors Affecting Channel Choice Channel Design and Channel Management decision Channel Conflict, Retailing and types of Retailer Advertising and Advertising objectives, Advertising Budget and copy AIDA Model Public relations: Meaning and objectives Types and Functions of Public Relations Sales Promotion and Sales Promotion Mix, Kinds, Tools and Techniques Push Pull Strategies of Promotion Personal Selling : Concept feature and Functions, Steps process involved in Personal Selling Direct Marketing: Meaning, Features, Functions, Different forms and Growth and Benefits of Direct Marketing UNIT-5 CRM Meaning Relationship Marketing and Relationship Management Types of Relationship Management Significance of Customer Relationship Management Global Marketing: Current scenario, Green Marketing, Agile Marketing
