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MARKETING MANAGEMENT-I (Code: IMN402)

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MARKETING MANAGEMENT-I
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MARKETING MANAGEMENT-I  SOLVED PAPERS AND GUESS 

 

Product Details: MARKETING MANAGEMENT-I  SOLVED PAPERS AND GUESS

Format: BOOK  

Pub. Date: NEW EDITION APPLICABLE FOR Current EXAM

Publisher: MEHTA SOLUTIONS

Edition Description: 2016-17

 

        RATING OF BOOK: EXCELLENT

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IMN402:MARKETING MANAGEMENT-I
Module-I Definition & Functions of Marketing:
Scope of Marketing, Core concepts of Marketing such as Need, Want, Demand, Customer Value, Exchange, Customer Satisfaction, Customer Delight, Customer Loyalty – Marketing v/s Market, Selling versus Marketing, Marketing Myopia. 80: 20 Principle- Introduction to the Concept of Marketing Mix, Bottom of the pyramid concept
Module-IIConcept of Marketing Environment:
Macro and Micro environmental; analysis, Need for analyzing the Marketing Environment. .
STP concept - Segmentation: Definition, Need for segmentation, Benefits of segmentation to marketers, Bases for market segmentation of consumer goods & industrial goods, Criteria for effective segmentation - Target Market: Concept of target market and criteria for selection of target market - Positioning: Concept of differentiation & positioning, Introduction to the concepts of Value Proposition & USP.

Module-IIIUnderstanding Consumer Behaviour:
Buying motives, factors influencing buying behavior, meaning & importance of consumer behavior, Comparison between Organizational Buying behavior and consumer buying behavior, Buying roles, stages in consumer buying decision process- Perception , learning and personality affecting consumer behavior.
Module-IV Contemporary Topics:
Viral Marketing, Guerrilla Marketing, Societal and social Marketing, Relationship Marketing, Green Marketing , Digital Marketing, Network Marketing ( Concepts only)

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