Introduction to Marketing Management – 1

Por: Swayam . en: , ,


Marketing management is ‘the art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value’. It relies heavily on designing the organizations offering in terms of the target markets needs and desires and using effective pricing, communication and distribution to inform, motivate and service the market. Marketing management is concerned with the chalking out of a definite programme, after careful analysis and forecasting of the market situations and the ultimate execution of these plans to achieve the objectives of the organisation.

With the rise in incomes of the people in general, the overall demand for all types of goods has gone up. This has led to an increase in production of various types of consumer goods. With the relaxation of licensing regulations and import controls and the entry of multinationals in many fields, there has been a sea change in the competitive environment among the firms. A marketing manager has to formulate marketing strategic plans in order to sustain in such a competitive market. Thus, the success or failure of a business now depends upon how effectively the marketing functions are performed.

The course will focus on the working knowledge of different concepts of Marketing and their use in managerial decisions so as to enable to formulate an effective marketing programme as mentioned below:

1. Marketing: Concept, Nature, Functions & Importance. Selling Vs. Marketing. Marketing Environment: Nature, Types & Strategies to deal with Internal and External (Micro and Macro) Marketing Environment. Ethical and Social Responsibilities of Marketing Manager.

2. Marketing System: Types of Marketing, Marketing Information System; Definition and Components. Marketing Research; Definition Objective, Process & Significance

3. Consumer Behavior: Factors Influencing the Consumer Behavior, Consumer Buying Process, Buying Motives, Consumer Market in India.

Market Segmentation: Concept, Importance, and Basis. Target Market Selection, Market Positioning: Concept & Importance. Market Repositioning. Product Differentiation Vs Market Segmentation. Contemporary Issues In Marketing.