Marketing Managemen Principles And Practices Permium Lecture Notes Specially For B.B.A , B.Com , M.B.A , M.Com students of all indian universities. Prepared by Prof.S. MAHALINGAM M.B.A., M.Phil., M.Com.,FACULTY OF MANAGEMENT ,GOBICHETTIPALAYAM.
The book titled Marketing Management Principles and Practices by S. Mahalingam is a valuable addition to the field of Management studies. The author took efforts in making the book a user guide which could be of great help for the students of Management, Commerce.
The model questions given at the end of the each chapter would help the students to review and revisit the concepts.
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CONTENTS
1.Marketing 10 Meaning of Market – Evolution – Need – Classification – Object of Marketing – Merchandising –selling – Difference between selling and marketing –
Distribution – Business – Goods – Is marketing a science or art? – Approach to the study of marketing – Features of modern marketing – Role of marketing in economic development.
2.Modern Marketing Concept 22
Introduction – Ideas of the marketing concept – Factors influencing marketing Concept – Implement – Advantages – Social Marketing – Marketing Mix – Controllable factors of marketing management - uncontrollable factors of marketing management – Marketing system – Marketing process – Marketing functions.
3.Marketing system, Marketing mix, Marketing function 25
Marketing mix – Definition – Brief description of the four elements of marketing mix (four P’s) – Controllable factors – Uncontrollable factors – Marketing system – Marketing process – Marketging functions
4.Buying, Assembling and Selling 32
Meaning – Buying or purchasing – Kinds or classes of buyers – Elements of Buying or subfunctions of buying – Purchasing methods or methods or kinds of buying – Assembling – Meaning – Advantages – Essentials – Problems – Selling – Definition of selling – Elements of selling – Kinds of sales
5.Transportation 39
Meaning – History and Development – Functions – Classification – Merits of Road transport – Demerits – Railway – Importance – Mertis of Railways – Demerits – Water transport – Merits – Demerits – Ocean transport – Difference Between liners and tramps - Air transport – Merits of Air Transport – Demerits – Water transport – Economic signification of transport.
6.Marketing Information and Marketing Research 50
What is Market Information?- Marketing Information system, Marketing Research, Market research and Marketing research-Differences between marketing research and marketing information shystem- objective of Marekting research-Major arreas for marketing resarech, procedure of marketing research- The marketing research process, Methods of Data collection – primary data – secondary data – Methods of Gathering primary data – Framing a questionnaire – Merits – Methods of Sampling – Qualities of a good sample – Sources of secondary data - Precautions in the use of secondary data – Differences between primary Data and seconday data, Organisation of Marketing Research – Status of MR – Contribution
7.Product 62
Meaning – Classification – Product policies – Product line decision – Major determining factors for product differentiation – Types of Market segmentation – Benefits of market segmentation – What Constitutes a right product? – Product innovation – What is a New Product? – Reasons for product innovation – Product life cycle – Stages of product life cycle – Management of PLC – Advantages of PLC – New product planning – Sources of new product ideas – Stages of New product development – Product diversification – product Elimination – product modification – product failure: Reasons
8.Pricing 79
Meaning – Definition – Pricing objectives – Factors affecting pricing decisions- Procedure for price determination – Kinds of price – Pricing – Factors affecting price.
9.Branding and Packaging 85
Meaning – Definitions – Reasons for branding individual products – Conditions favourable to branding – Brand mark – Functions of brand- Features of a good brand – Types of brands – Kinds of brand name – Advantages of Brand – Desirable conditions to branding – Trade Mark – Labelling- Meaning – Definition – Types – Functions – Advantages- Disadvantages – Packaging - Kinds of materials use for packaging – Some general functions of packaging – Kinds of packaging - Requisites of good package.
10.The promotional programme 96
Meaning - Definitions- Selling, promotion and sales promotion – Need For promotional activities. Four major promotion tools – Importance of Promotion –Communication and promotion – Elements of Communication – Promotional compaign and promotional decision – Promotion mix – Forms of promotion.
11.Sales promotion 103
Meaning – Definitions – purpose- importance – objectives – advantages – Limitations – kinds – tools of sales promotion.
12.Advertising 110
Introduction – Evolution – Definitions – Basic features – What is advertising? – Advertising and Advertisement – Advertising and publicity – Advertising and Salesmanship – advertising and sales promotion – advertising objectives – Functions of advertising – Central theme in advertising – Importance - Groups Involved in advertising – objections against advertising – classification of Advertisement – qualities of a good advertisement copy – A good advertisement Copy – Elements of an advertisement copy – scientific advertising – why and when to advertise? – Cause failure of advertising – Determinants of advertisability –Causes of failure of advertising – kinds of advertising – selection of advertising Media – advertising media – kinds of media – types of out door advertising – Is Advertising a waste? - advantages of advertising – keying advertisement- advertising Agency – advantages of services of advertising agency- remuneration of agency – Advertising budget – need – evaluation of advertising.
13.Personal selling 127
Introduction – objectives – salesmanship – modern concept of salesmanship – Is Salesmanship a science of an art? – Is salesmanship profession? – personal Selling objectives (qualitative), objectives (quantitative) – importance of salesmanship – characteristics or the qualities of a successful salesman – types of salesman– features of personal selling – process of personal selling.
14.Consumer behaviour 137
The birth of buying idea – what is buyer behaviour? – what are buying motives? – Determinants of consumer buying behaviour – Economic model suggests Behavioural hypothesis – buying decision process.
15.Channels of distribution –I 141
Meaning – Definition- Marketing channel function – importance of channel of Distribution – types-the choice of distribution channel is affected factors.
16.Channels of distribution – II 147
Definitions – Agent middlemen – characteristics of agent middlemen – importance Of middlemen – functions – kinds- merchant middlemen – wholesaler – classification – Retailer – services of the retailer –Essential qualities of retailers- types- chain Store or multiple store- definition – characteristics of chain store- classification – Advantages – difference between departmental stores and chain stores – hire Purchase and instalment – elimination of middlemen – arguments in favour of middlemen – arguments against middlemen – arguments against wholesalers.
17.Marketing risks 161
Marketing risks – Other business risks – Methods of Handling the risks – Suggestions to overcome loss.
18.Control of sales force 163
What is control? – Prerequisites of control – Elements involved in control – Methods of control – Bases of control – Advantages of Reports – Records – Sales Territories – Sales quota – Types of Quotas – What is Motivation? – Need for motivation – Method of motivation
19.Consumerism 170
Introduction – Definitions- How did consumerism originate? – Evolution – Consumer orientation – consumer exploitation in India – The preventionof food adulteration act 1954 – The essential commodities acts 1955 – Weights and measures act 1958 – The monopolies and restrictive trade Practices act 1969 – Drugs and cosmetics act 1940 – Packaged commodities order 1975 - Law relating to sale of goods -Introduction – difference between sales and agreement to sell.
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