Details
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.