Marketing Management Book - Mahalingam Edition

Marketing Management Book by Mr.S.MAHALINGAM M.B.A., M.Phil., Accounts and Commerce Teacher (PTA), Government Higher Secondary School, Kavilipalayam.  Specially for the Students of Anna University, Bharathiar University, Bharathidasan University, Periyar Universityt, Madras University And Annamalai University (Bbm / Bbm (C.A) / B.B.A / B.Com /M.B.A / M.Com /Net / Set Exam)

Marketing is both an interesting and an important subject to be learnt by the students pursuing studies in commerce and management. This book has been prepared keeping in mind the needs of the students studying B.Com, B.B.A., B.com (CA), B.B.M, B.B.M (CA), M.Com, M.B.A., degree courses of Madras, Bharathiar, Bharthidasan, Periyar and other Indian Universities

This book is written mainly with reference to the Indian Marketing Environment explained in simple.

 

CONTENTS 1. Marketing 16 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 37 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 42 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 53 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 67 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 98 What is Market Information?- Marketing Information system, Marketing Research, Market research and Marketing research-Differences between marketing research and marketing information shystem- objectives 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 116 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 146 Meaning – Definition – Pricing objectives – Factors affecting pricing Decisions- Procedure for price determination – Kinds of price – Pricing – Factors affecting price. 9. Branding and Packaging 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 173 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 185 Meaning – Definitions – purpose- importance – objectives – advantages – Limitations – kinds – tools of sales promotion. 12. Advertising 197 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 238 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 260 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 270 Meaning – Definition- Marketing channel function – importance of channel of Distribution – types- the choice of distribution channel is affected factors. 16. Channels of distribution – II 279 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. Sales forecast 305 Defintions – factors – importance – methods – types – limitations. 18. Consumerism 313 Introduction – Definitions- How did consumerism originate? – Evolution – Consumer orientation – consumer exploitation in India – The prevention of 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. 19. Marketing Environment 321 Introduction – controllable factors – uncontrollable factors – how to develop a competitive marketing strategy? – consumerism- how to evolve Marketing strategic to meet consumerism? 20. Marketing of services 331 Definition of service- Characteristics of service – Types of services 21. On line Marketing/Web based marketing 339 programmes Recent developments-Meaning of online/Internet Marketing-Objectives of online marketing- Differences between online marketing and traditional marketing, Advantages of online Marketing- Disadvantages of online marketing.