Contents. Chapter 1 Introduction. Chapter 2 Marketing Process and Environment

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Charles Warren
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1 Contents Chapter 1 Introduction Meaning of Marketing... 1 Marketing Definitions... 1 Implications of the Various Definitions of Marketing... 4 Core Concepts of Marketing... 5 Marketing Management Concept... 8 Marketing Management Tasks... 9 Demand Management... 9 Customer Relationship Management (CRM)... 9 Marketing Management Cycle Marketing Management Philosophies The Production Concept The Product Concept The Selling Concept The Marketing Concept The Societal Marketing Concept The Holistic Marketing Concept Marketing Challenges in the New Millennium Firm s Responses to the Challenges Chapter Summary Review Questions Student Project Case: The Papermat S Starline Ballpen Case: Nepali Mineral Water Industry Chapter 2 Marketing Process and Environment The Marketing Process Targeting Customers Developing the Marketing Mix Product Mix Place or Distribution Mix Price Mix Promotion Mix... 34

2 Service Marketing Mix People Process Physical Evidences Implementation of the Marketing Mix Marketing Environment Scope of Marketing Environment Micro Environment of marketing Company s Internal Environment Customers Suppliers Marketing Intermediaries Competitors Publics Macro (External) Environment Demography Economy Socio-culture Technology Politics and Law Natural Environment Scanning the Marketing Environment Reactive and Proactive Marketing Chapter Summary Review Questions Student Projects Case: Use of Cfc in Fridges Chapter 3 Marketing Information System and Buyer Behaviour Marketing Information System Concept Relevance of Marketing Information System in Modern Marketing Components of Marketing Information System Internal Records System Marketing Intelligence System Decision Support System Marketing Research System... 61

3 Areas of Marketing Research Product Research Advertising Research Sales Research Motivation and Attitude Research Buyer Behaviour Consumer Behaviour Consumer Buying Process High-involvement and Low-involvement Buying Decisions Stages of Consumer Buying Decision Process Step 1: Need or Problem Recognition Step 2: Search for Information Step 3: Evaluation Step 4: Purchase Step 5: Post-purchase Evaluations Determinants of Consumer Buying Decisions Economic Factors Personal Factors Psychological Factors Socio-cultural Determinants Group Influence on Consumer Behaviour Family Influence Social Class Influence Cultural Influences Culture and Marketing Organizational Buying Behaviour Organizational Buying Process Determinants of Organizational Buying Environmental Factors Organizational Factors Interpersonal Factors Individual Factors Cross-cultural Factors Chapter Summary Review Questions Student Projects Case 1: Ram Bahadur s Choice Case 2: Women Shoppers Over the Years

4 Chapter 4 Market Segmentation and Targeting Market Segmentation Concept Market Segmentation Process Market Segmentation: a Customer Oriented Philosophy Segmentation Requirements Levels of Market Segmentation Bases for Segmenting Consumer Markets Bases for Segmentating Business Markets Market Targeting Segment Evaluation Segment Analysis Segment Selection Other Considerations in Targeting Strategy Positioning Concept Types of Positioning Implementation of the Positioning Strategy Chapter Summary Review Questions Student Project Case: Nepal s Market for Consumer Electronics Chapter 5 Product Concept Concepts of Product Levels of Product Product Classifications Consumer Products Product Nature Classification Buying Motive Classification Buying Involvement Classification Buying Behaviour Classification Industrial Products Materials and Parts Capital Goods

5 Supplies and Business Services Product Life Cycle Concept Stages in the Product Life Cycle Marketing Activities in the PLC Stages Introduction Stage Marketing Activities and Strategies Growth Stage Marketing Activities and Strategies Maturity Stage Marketing Activities and Strategies Decline Stage Activities and Strategies Limitations of the Product Life Cycle Concept New Product Development Concept of a New Product Innovations Modifications Copies or me-too Products Need for Product Innovation Reasons for Product Failures New Product Development Process Idea Generation Idea Screening Concept Development and Testing Marketing Strategy Development Business Analysis Product Development and Testing Test Marketing Commercialization Individual Product Decisions Product Attributes Decision Branding Strategies Packaging Labeling Product Support Services Product Line and Mix Decisions Product Line Strategies Product Line Length Strategies Product Line Modernization Product Line Featuring Product Mix Strategies

6 Service Marketing Concept Nature of Services Marketing Service includes Product and Product includes Service Types of Service Nature of Service Products Service Marketing Strategies: The Triangular Marketing Management of Service Marketing Mix Service Differentiation Service Quality Service Productivity Chapter Summary Review Questions Student Project Case Case 2: Doing Business in China Case 3: Strawberry Wine Case 4: Case: Brand Building Chapter 6 Pricing Concept of Price and Pricing Importance of Pricing Importance from Macro (National) Perspective Importance from Micro (Firm's) Perspective Internal and External Factors Affecting Price Internal Price Factors External Price Factors Pricing Approaches Cost-Based Pricing Methods Demand Oriented Pricing Method Value-Based Pricing Methods Competition-Based Pricing Methods New Product Pricing Product Mix Pricing Price Adjustment Strategies Discount Policy Allowance Policy

7 Price Changes: Initiating and responding to price changes Initiating Price Changes Responding to Price Changes Chapter Summary Review Questions Student Project Case: South-West Airlines Chapter 7 Distribution Concept of Distribution Channel Functions Channel Design Decisions Channel Designs for Consumer Products Channel Designs for Industrial Products Channel Selection Factors Customers Distribution Objective Channel Constraints Channel Management Decisions Management of Channel Dynamics Marketing Logistics Concept and Nature Objectives of Marketing Logistics Major Logistics Functions Integrated Logistics Management Chapter Summary Review Questions Student Project Case: Dell Computers Chapter 8 Promotion Concept Marketing Communication Process and System The Marketing Communication System Promotion Mix Strategy The Promotion Mix Determination of the Promotion Mix

8 A n a l y s Advertising Meaning and Nature of Advertising Advertising Objectives Advertising Budgets Items of Expenses Budgeting Approaches Methods of Establishing Budget Advertising Message Selection Factors Affecting Message Design The Message Strategy Advertising Media Selection Media Selection Decision Personal Selling Meaning Nature of Personal Selling Importance of Personal Selling Types of Personal Selling Merits of Personal Selling Relationship Marketing Dimensions of Relationship Marketing Levels of Relationships Practice of Relationship Marketing Relationship Building Process Sales Promotion Concept Objectives of Sales Promotion Sales Promotion Tools and Techniques Public Relations Concept Objectives of Public Relations Tools of Public Relations Chapter Summary Review Questions Student Project Case: Amul Butter Marketing Glossary

Unit 4: Marketing Principles

Unit 4: Marketing Principles Unit code: F/601/0556 QCF level: 4 Credit value: 15 credits Aim This unit aims to provide learners with understanding and skills relating to the fundamental concepts and principles