CONTENTS
1. Basic Concepts of Marketing 1
1.1 Introduction
1.1 Philosophies Guiding a Company's Marketing Efforts
1.2 Customer Value and Customer Satisfaction
1.3 Misconceptions about Marketing
1.4 Summary
1.5 Self -assessment questions
2. The Marketing Environment 29
2.1 Introduction
2.2 Understanding the External Environment
2.3 Identifying the Macro Environmental Forces
2.4 Changes in Business and Marketing
2.5 Macro Environmental changes and The New Indian Consumer
2.6 Summary
2.7 Self-assessment questions
3. Market Oriented Strategic Planning 57
3.1 Introduction
3.2 Nature of Strategic Planning
3.3 Step I: The Business Mission Statement
3.4 Step II: Strategic Analysis
3.5 Step ffl: SWOT Analysis
3.6 Step IV: Strategy Identification and Selection
3.7 Step V: Prepare Operating Plans for each functional area
3.8 Step VI: Implementation, Evaluation and Control of the Marketing Plan
3.9 Summary
3.10 Self-assessment questions
3.11 Annexures
4. Competition and Competitive Strategy 97
4.1 Introduction
4.2 Identifying Competitors
4.3 Structural Analysis of an Industry
4.4 Competitor Analysis
4.5 Setting up a Competitive Intelligence System
4.6 Generic Competitive Strategies
4.7 Designing Competitive Strategies
4.8 Balancing Customer and Competitor Orientations
4.9 Summary
4.10 Self-assessment questions
5. Market Research and Demand Forecasting 139
5.1 Introduction
5.2 The Market Research Process
5.3 Marketing Decision Support Systems
5.4 Forecasting and Demand Measurement
5.5 Summary
5.6 Self-assessment questions •
6. Consumer Behavior 169
6.1 Introduction
6.2 Simplified Model of Consumer Decision Making
6.3 Consumer as an Individual
6.4 Consumers in their Socio-cultural Settings
6.5 Types of Decisions and Buyer Behavior
6.6 Decision Making Process
6.7 The Purchase Decision
6.8 Relationship Marketing and Brand Loyalty
6.9 Summary
6.10 Self -assessment questions
7. Market Segmentation and Selecting Target Markets 205
7.1 Litroduction
7.2 Market Segmentation
7.3 Bases for Market Segmentation
7.4 Criteria for effective Market Segmentation
7.5 Market Segmentation Process
7.6 Market Targeting
7.7 Summary
7.8 Self-assessment questions
8. Positioning 235
8.1 Introduction
8.2 Positioning
8.3 The Positioning Concept
8.4 The Process of Developing a Position
8.5 Positioning Strategies
8.6 Repositioning
8.7 Summary
8.8 Self-assessment questions
9. Product Concepts -1 261
9.1 Introduction
9.2 Basic Concept of a Product
9.3 Product Differentiation
9.4 Differentiation Tools
9.5 Product Classifications
9.6 Product Mix and Product Lines
9.7 Brand Decisions
9.8 5!ummary
9.9 Self-assessment questions
10. Product Concepts - II 297
10.1 Introduction
10.2 Product Innovation
10.3 Managing the Product Development Process
10.4 The Consumer Adoption Process
10.5 The Product Life Cycle Concept (PLC Concept)
10.6 Summary
10.7 Self-assessment questions
11. Distribution Channels 331
11.1 Introduction
11.2 The Role of Marketing Channels
11.3 Channel Structure
11.4 Channel Design Strategies
11.5 Managing Channel Relationships
11.6 Channel and Distribution Decisions for Services
11.7 Summary
11.8 Self-assessment questions
12. Strategic Pricing -1 353
12.1 Introduction
12.2 Costs: Impact of Pricing
12.3 Customer Value and Price Sensitivity
12.4 Pricing Strategy and the Product Life Cycle
12.5 Summary
12.6 Self-assessment questions
13. Strategic Pricing - II 381
13.1 Introduction
13.2 Understanding the Pricing Game
13.3 Understanding Price Competitiveness
13.4 Reacting to Competition with Price
13.5 Pricing : Key tool of a company's growth strategy
13.6 Role of Distribution Channel in setting prices
13.7 Product Line Prici ng
13.8 IMcing Tactics
13.9 The Pricing Process
13.10 Summary
13.11 Self-assessment questions
14. Integrated Marketing Communications (IMC) 405
14.1 Introduction
14.2 Objectives of IMC
14.3 The Communications Process
14.4 The Communications Mix
14.5 Factors affecting the Communications Mix
14.6 The Media Mix
14.7 Developing a Communications Campaign
14.8 Budgeting for Marketing Communications
14.9 Summary
14.10 Self -assessment questions
14.11 Annexure
15. Marketing of Services 445
15.1 Introduction
15.2 Characteristics of Services
15.3 The Marketing Mix for Service Firms
15.4 Managing Service Quality
15.5 The Role of Self Service Technologies
15.6 Differentiation of Services
15.7 Managing Product Support Services
15.8 Summary
15.9 Self-assessment questions