AFFILIATED INSTITUTIONS
ANNA UNIVERSITY: : CHENNAI 600 025
REGULATIONS - 2013
IInd SEMESTERS (FULL TIME)
MASTER OF BUSINESS ADMINISTRATION (MBA)
BA9223 Marketing Management
Lecture Notes (All Units)
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UNIT-1INTRODUCTION
Definition
Core concept of marketing
a. Need
b. Want
c. Demand
d. Product
e. Value
f. Exchange
g. Marketing channel
h. Supply chain
i. Competition
j. Marketing myopia
k. Opportunity cost
Nature of marketing
Scope of marketing
Function of marketing
1. Function of exchange
2. Function of physical distribution
3. Function of facilities
Evolution of marketing management
Role of marketing
Marketing concept\ philipsophy
Marketing and other function
Finance and marketing
Production and marketing
Customer services and marketing
Procurement and marketing
R&D and Marketing
Personnel & Marketing
Management Information System
MARKETING ENVIRONMENT
Micro-Environment
Macro-Environment
Macro-Economic Environment
SWOT Analysis
The Internal environment
GLOBAL MARKETING
DECIDING HOW TO ENTER MARKET
Indirect export
Direct export
Joint Venture & Direct Investment:
TRENDS IN MARKETING
UNIT-2
MARKETING STRATEGY
Nature of Strategic Management
Strategic Marketing Decision Process
Key Drivers of Marketing Strategies
TYPES OF MARKETING STRATEGIES
I Market leader Strategies:
II Market Challenger Strategies:
Types of Attack Strategies:
• Frontal attack
• Flank attack
• Encirclement attack
• Bypass attack
• Guerrilla attack
III Market-Followers strategy
IV Nichers Strategy
V Rivalry Strategies
VI Growth Strategies
VII Consolidation Strategies
VIII Functional Strategies
STRATEGIES FOR CONSUMER PRODUCTS
Characteristic Features of Consumer Products
Classification of Consumer Products
Marketing Mix of Consumer Products
MARKETING STRATEGIES FOR INDUSTRIAL GOODS
Characteristics Features of industrial products:
Classification of Industrial products:
Marketing mix for Industrial Products
MARKETING OF SERVICES
COMPETITOR ANALYSIS
Information about the competitor
Market Concept of Competition
PORTER FIVE FORCES ANALYSIS
Competitors to attack and to Avoid
Market Segmentation
Bases for Segmenting Business Markets
MARKET TARGETING STRATEGIES
Factors in Evaluating Market Segments
SELECTING THE TARGET MARKET
POSITIONING
Positioning Process/ Steps
Positioning Maps
UNIT – III
MARKETING MIX DECISIONS
INTRODUCTION TO PRODUCT MANAGEMENT:
OBJECTIVES OF PRODUCT MANAGEMENT:
PRODUCT PLANNING:
Elements of Product Planning:
FEATURES OF PRODUCT:
Industrial Goods Classification:
BRAND STRATEGY
PACKAGING
LABELING
PRODUCT LIFE CYCLE
NEW PRODUCT DEVELOPMENT AND MANAGEMENT:
CHANNEL MANAGEMENT
Concepts of Channel Management:
The Role of Marketing Channels in Marketing Strategy
Factors Influencing Channel Decisions
Types of Marketing Channels
Marketing Communication Objectives
PROMOTION:
ADVERTISING:
Classification of Advertising:
PERSONAL SELLING
PRICE
UNIT – IV
BUYER BEHAVIOUR
CUSTOMER EXPECTATIONS VERSUS DELIVERED QUALITY:
VALUE
PRODUCT UNIQUENESS AND SUITABILITY:
LOYALTY MECHANISMS:
EASE OF PURCHASE:
CUSTOMER SERVICE:
EASE OF EXIT:
REQUISITES FOR EFFECTIVE ACQUISITION:
PROCESS OF ACQUISITION:
WHY CUSTOMER RETENTION PREFERRED?
RETENTION STRATEGY
SATISFACTION IN THE RETENTION PROCESS
WHY DO COMPANIES MEASURE CONSUMER SATISFACTION?
UNIT – V
MARKETING RESEARCH & TRENDS IN MARKETING
Characteristics
Designing MIS:
Benefits of marketing information system:
Marketing Research:
Objectives of Marketing Research:
Contents of marketing research report
Different types of Marketing Research
Marketing Research process
Elements of Research report
Customer Driven Organizations:
Characteristics:
Objectives:
Online advertising Options
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