FULLY SOLVED BOOK LASY 5 YEARS PAPERS SOLVED PLUS GUESS

Quantitative Techniques

Section 1 INTRODUCTION TO MARKETING

Unit 1 Defining Marketing, Needs, Wants and Demand, Concept of Exchange, Customer Value and Satisfaction, Marketing Tasks, Philip Kotler and Sidney J. Levy’s Eight Demands Model

Unit 2 Evolution of Marketing Concept, Production Concept, Selling Concept, Marketing Concept, Societal Marketing Concept, Holistic Marketing Approach, Marketing Mix.

Section 2 MEASURING MARKET DEMAND

Unit 3 Market Potential, Company Potential, Company Sales Forecast, Forecasting Methods, Qualitative Methods, Quantitative Methods. KENT Centre for Distance Learning Syllabus- OU,Mysore

Section 3 MARKETING IMPLEMENTATION AND CONTROL

Unit 4 Marketing Implementation, Relationship between Strategy and its Implementation, McKinsey’s 7-S Framework

Unit 5 Components of Implementation, Internal Marketing, Quality Control Management, Organising Marketing Department, Role of Marketing in Structuring

Unit 6 Alternatives to Organising Marketing Department, Organising by Functions, Organising by Products, Organising by Customer Groups, Organising by Regions

Unit 7 Implementation of Marketing Programmes, Marketing Personnel Motivating, Communication within Marketing Department, Coordination of Marketing Programmes, Establishing a Time Frame for Each Activity

Unit 8 Mechanisms to Control Marketing Implementation, Setting Performance Standards, Measuring Actual Performance against Set Standards, Taking Corrective and Timely Actions, Performance Evaluation Methods, Sales Analysis, Marketing Cost Analysis, Marketing Audit.

Section 4 MARKETING ENVIRONMENT ANALYSIS

Unit 9 Scanning and Analysing Environment, Demographic Environment, Economic Environment, CompetitiveEnvironment, Socio-cultural Environment, Political - Legal Environment,

Technological Environment.

Section 5 INFORMATION SYSTEM AND MARKETING RESEARCH

Unit 10 Information about Factors that Affect Marketing, Marketing Information Systems (MIS), Databases, Internal Records, External Sources

Unit 11 Computer Networks and Internet, Data Mining and Data Warehousing, Marketing Intelligence Systems, Marketing Research Process, Defining Marketing Researc

Unit 12 Define the Marketing Problem and Set Objectives, Design Research Project, Data Collection Approach, Secondary Data, Primary Data.

Unit 13 Qualitative Research, Depth Interviews, Focus Groups, Projective Techniques, Quantitative Research, Observation, Experimentation, Survey, Sampling Plan, Random Probability Sampling, Analyse the Information, Present the Findings.

Section 6 MARKET SEGMENTATION, TARGETING AND POSITIONING

Unit 14 Market Segmentation, Requirements for Effective Segmentation, How Segmentation Helps, Bases for Segmentation, Geographic Segmentation

Unit 15 Geo-demographic Segmentation, Demographic Segmentation, Psychographics Segmentation, Behaviorist Segmentation, Benefit Segmentation, Demographicpsychographics Segmentation (Hybrid Approach)

Unit 16 Targeting Market Segments, Product Positioning, Process of Determining the Positioning Strategy.