SHERLEKAR, SA creator text HIMALAYA PUBLISHING HOUSE monographic OVERVIEW OF MARKETING What is a Market? — Type of Markets — Kinds of Goods — Marketing — Origin of Marketing — Modern Definition of Marketing — The Evaluation of Marketing — Nature of Marketing — What is Marketing? — Scope of Marketing — Functions of Exchange —Functions of Physical Distribution — Functions of Facilities — Role of Marketing Management — The Systems Approach — Marketing Process — Marketing Functions — Concepts of Marketing — Benefits of Marketing Concept — Consequences of the Marketing Concept — Selling Vs. Marketing — Conclusion — Study Questions. MARKETING MANAGEMENT (A) Marketing Management — Marketing is the Business — Management Process —Marketing Management — Opportunities for Marketing Success — Marketing Management Responsibilities — (B) Marketing Plans — Planning Process — (C) Marketing Mix — (D) Marketing Organisation — Organisation—Organising — Forms of Marketing Organisation — Functional Marketing Organisation — Responsibilities of Marketing Manager — New Concepts of Marketing — Relationship Concept — Mass Marketing — Niche Marketing — Strategic Marketing_— Conclusion — Study Questions. MARKETING ENVIRONMENT Need for Environment Analysis — Nature of the Marketing Environments — Importance of Environment Analysis — Marketing Management and its Environment — External Uncontrollable Forces — Technological Change and Marketing — Trends in "'.-irketing Environment — Conclusion — Study Questions. CUSTOMER DEMAND AND MARKET SEGMENTATION Customer Demand — Demography — Market Segmentation — Applying Mar.(e-. Segmentation — Criteria for Market Segmentation — Selecting the Market Segmente: - Advantages of Segmentation — Benefits of Market Segmentation — Strategic — Segmentation Success Criteria — Bases for Market Segmentations — Personal Characteristics — Customer Response — Predisposition towards BUYER BEHAVIOUR Buyer Behaviour — Determinants of Buyer Behaviour — Consume-—Economic Model — Psychological Model — Psychographics — Buyer Behaviour — Buying Process — Stages of Buying Process — Need Recognition — — Interest — Organisational. DEMAND AND SALES FORECASTING Demand Forecasting — Marketer's Concept of Demand — Market Potential — Sales Forecasting — Role of Forecasting in Planning and Budgeting — Determining the Objectives — Factors Involved in Sales Forecasting — Purpose of Forecasting — Uses of Sales Forecast — Role of Sales Forecasting — Methods of Sales Forecasting — Study Questions. MARKETING INFORMATION AND RESEARCH Information System — Information Management — Management of Change —Marketing Information System — Levels of Marketing Management and their Differences — Marketing and Information — The Dimensions of Marketing Information Systems — Need for Information the Life-Blood of Marketing — Marketing Information System (MIS) — Characteristics of MIS — Components of Marketing Information System —Marketing Research — What is Marketing Research — Elements of Marketing Research — Importance of Marketing Research — Areas of Marketing Research — Objectives of Marketing Research — Marke: -g Research in India — Study Questions. MARKETING RESEARCH PROCESS Importance of Marketing Reset — Sccoe and Role of Marketing Research — Types of Marketing Research — Ad. a--..aces — _ rations — Marketing Research Process —Sampling — Questionnaire (R.esea - c- — Methods of Data Collection —Secondary Data — Primary Da :a — 2 Between Primary and Secondary Data — Survey Techniques — Ques: s --a :- 5_7./ey Method — Uses of Survey Method — Types of Survey — Observat c- — Panel Research — Uses of Consumer Panel —Experimental Research — ons. MARKETING PLANNING/STRATEGY Marketing Planning/Strategy — The Mana ce— eh: Process — Planning — Planning and Control — Role of Business Planning — Impor:ance of Planning — Strategy -- Strategic Corporate Planning—Strategic Marketing Plannhg—Annual Marketing Plan — Strategic Insight — Role of Strategic Insight — Competitive 1•larketing Strategies — Interaction between Marketing Mix and Marketing Environmeh: — Planning for Just-in-Time (JIT) Management — Study Questions. SOCIAL RESPONSIBILITY Social Aspects of Marketing—Social Responsibility — Social Functions of Marketing —Criticism of Marketing — Profitability and Social Responsibility — The Quality of Life — Corporate Social PCicy — Management by Values — Business Ethics — Ecological Aspects of Marketing — Economic Development/Environment Management —Environmental Concerns and Markets in India — Environment Impact Assessment (EIA) — Environment Friendly Products — Eco mark Scheme (Green Consumerism) —Introduction of Eco marking — Eco-friendly Exports — CONSUMERISM/CONSUMER PROTECTION ACT AND BUSINESS RESPONSE TO CONSUMERISM Consumerism — Consumer Protection — Need for Consumer Protection — Consumer F ' of Rights — Environment Friendly Products — One Earth, Many Worlds — Why Protection? — How can we Provide Consumer Protection? — The Consumer. Protection Act, 1986 — Redress Process — Finding of the District Forum—Consumer Disputes Redressal Forum (District Forum) — Procedure on Receipt of Complaint —Business Response to Consumerism — Consumerism Opportunities — Indian Consumer and Need for Consumer Protection — Voluntary Regulation — Management Response to Consumerism — Consumer Affairs Cell (CAC) — Expectation of Society — Guidelines of Positive Business Response — New Avenues of Consumer-Oriented Marketing —Study Questions. Business Response to Consumerism — Consumerism Opportunities — Voluntary Regulation — Management Response to Consumerism — Consumer Affairs Cell (CAC) — Main Objectives—The Advantages — Expectations of Society — Guidelines for Positive Business Response — New Avenues of Consumer-oriented Marketing — Study Questions. PRODUCT PLAN Product Concept — What is a Product? (to the Consumer) — Product Plan or Strategy — The Social Aspect of New Product Opportunities — Importance of Sound Product —Importance of Product Analysis and Research — Importance of Product Analysis and Research — Levels of Productivity Life Cycle — Product Life Cycle — Product Life Cycle and Marketing Strategy—Diffusion (Adoption) of Innovations—Implications of Marketers—Marketing and Innovation — The Adoption Process — Product Innovation — Product Market Strategies — New Product Idea — New Product Strategy Development — Why New Product Fail? — Quality Assurance — Total Quality Management (TQM) —ISO: A Measure of Quality Launched in 1987— Positioning the Product in the Market — Study Questions. PRODUCT-RELATED STRATEGIES The Total Product Personality — Branding — Brand Strategy and Policy — What is a Brand? — Importance of Branding — Reasons for Branding — Essentials of Good Brand— Types of Brands — Branding Franchise — Branding and Marketing Programme — Brand/Product Positioning — Brand Future in India — Branding and Consumers —Packaging and Labelling — Packaging — Functions of Packaging — Package Design —Innovative Packaging (Value-added Package) — Revolutionising the Packaging Sys:e-— Social View of Packaging — Consumer Problems with Packaging — Labe' —Product Warranty — Need for Product Warranty — Warranty as Seller Aid — ce Facilities — Product Plus Service — After-Sales Service — Study Questions. PRICE What is Price PROMOTION What is Promotion? — The Process of Communication in Marketing — Distortion and Noise in the Promotion Channel — Promotion Messages — Main Purpose of Promotion — Social Aspects of Promotion — The Promotion Process (Persuasive Communication) — Promotion Strategy — Promotion Decisions— Sales Promotion — What is Sales Promotion? — Why Use Sales Promotion? — Sales Promotion Objectives — Increase in Sales Volume — Launch New Products and Increase Trial — Encourage Repeat Purchase — To Block Competitor's Moves — Encourage Dealers to Participate in Display and Sales Contexts —Deflect Customers' Attention from Price — To Supplement Advertising and Personal Selling Efforts — Strengths of Sales Promotion — Limitations of Sales Promotion—Kinds of Sales Promotion — The Quiz/Contest Craze — Surging Popularity of Sales Promotion — Reasons for Sales Promotion (Merchandising Aids) —Joint Promotion (through advertising or through promotional events) — Exhibitions and Trade Fairs — The Fashion Shows — Indian Fashion Scene — Fashion — Exclusive Showrooms — Publicity/Public Relations — Marketing Communication Process (An Overview) — Study Questions. PERSONAL SELLING Some Important Aspects of Personal Selling — Changing Face of Personal Selling —Efficacy of personal Selling in the Marketing Mix — Personal Selling with respect to Product Strategy — Personal Selling and Price Decisions — Personal Selling and Distribution — Personal Selling and Product Promotion — Features of Salesmanship —The Modern Concept of Salesmanship — Types of Salesmen — Sales Automation —Advantage of Salesmanship — Limitations on Salesmanship — Similarities between Advertising and Selling — Essentials of Effective Selling — What is a Customer? 'Sizing-up' of Customers — A-I-D-A-S Formula — Qualities of a Good Salesman — Physical Qualities — Social Qualities — Mental Qualities — Moral or Character Qualities — The Sales Process — Collaborative Selling — Six Steps in Collaborative Selling — Buying Formula Method — Study Questions. SALES MANAGEMENT Introduction — Role of Sales Management in Marketing — Managing the Sales Force — Organisation — Strength and Qualification — Compensation and Incentive Systems — Organising and Managing a Sales Force — Sales Manager's Duties and Responsibilities — Problem of Sales Management — Sales Management — Functions of Sales Management/Administration Management of Sales — Sales Planning — Sales Policy —Sales Organisation — Importance of Sales Organisation — Kinds of Sales Manager —Sales Manager — Management of Sales Force — Salesman's Reports and Sales Communication — Study Questions. ADVERTISING What is Advertising? — Strength of Advertising as a Promotion Tool — Weaknesses of Advertising 978-8184886689