P.O.M. Book CBCS

Page 5

Detailed Contents

  • Social Marketing, Green Marketing and Ethics (pp. 347-357)

  • Appendix:

    • UNIT I: INTRODUCTION

      1. Case Studies (A-3 to A-18)

      2. Nature, Scope and Importance of Marketing (pp. 3-34)

      3. Sample Question Papers (A-19 to A-25)

Marketing Fundamentals

  1. Meaning of Marketing

    • Market and Marketer

  2. Marketing as a Process

  3. Nature of Marketing

    • Scope of Marketing

    • Meta Marketing

    • Micro and Macro Marketing

  4. Functions of Marketing

  5. Importance of Marketing

    • Role of Marketing in the Economy

    • Effect on standards of living

Evolution of Marketing Concepts and Philosophies

  1. The Production Concept

  2. The Product Concept

  3. The Selling Concept

  4. The Marketing Concept

  5. The Societal Marketing Concept

The Marketing Concept

  • Emphasizes the identification and satisfaction of customers' needs.

  • Distinction Between Marketing and Selling

    • Marketing focuses on customer needs while selling focuses on the seller's needs.

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Overview of Chapters

  1. Market Segmentation (pp. 89-112)

    • Segmentation: Identifying homogeneous groups of customers.

    • Targeting: Selecting which segment(s) to serve.

    • Positioning: Implementing chosen image and appeal to the chosen segment.

Components of Marketing Mix

  1. Concept and Importance of Marketing Mix

  2. Components of Marketing Mix

  3. Criticism of Marketing Mix

    • Customer viewpoint overlooked.

  4. Determining the Marketing Mix

  5. Factors Influencing Marketing Mix Decision

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Pricing Policies and Strategies

  1. Concept and Significance of Pricing

    • Exchange value in money terms.

  2. Objectives of Pricing

    • Profit maximization, competition, customer satisfaction.

  3. Factors Affecting Price Determination

    • Costs, competition, demand.

Consumer Behaviour

  1. Importance of Studying Consumer Behaviour

    • Understanding decision-making processes.

  2. Models of Consumer Behaviour

    • Rational Economic Model

    • Stimulus-Response Model

  3. Buying Motives of Consumers

    • Internal vs. external influences.

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Consumer Buying Decision Process

  1. Stages in Buying Process

    • Need recognition, information search, evaluation of alternatives.

    • Purchase intention, purchase decision, post-purchase evaluation.

Factors Influencing Consumer Buying Decision

  1. Cultural Factors

  2. Social Factors

  3. Personal Factors

  4. Psychological Factors

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Market Segmentation, Targeting and Positioning Summary

  1. Market Segmentation

    • Process of dividing the market.

  2. Targeting

    • Selecting segments to serve.

  3. Positioning

    • Establishing a brand's image in a customer's mind.

Product Decisions

  1. Meaning of Product

    • Bundle of utilities, services, and features designed to satisfy needs.

  2. Significance of Product

    • Core aspect of marketing strategy.

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Product Classification

  1. Nature and Types of Products

    • Consumer Products: Intended for consumption by the ultimate consumers.

    • Industrial Products: Meant for use in business and manufacturing.

Importance of Product Mix

  • Critical for effective marketing strategy; involves product planning and innovation.

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Stages in New Product Development

  1. Idea Generation

    • Communicating with market for insights.

  2. Screening and Testing

    • Evaluating ideas for feasibility and market potential.

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Product Lifecycle (PLC)

  1. Stages of PLC

    • Introduction, Growth, Maturity, Decline, Abandonment.

  2. Marketing Strategies at Each Stage

    • Tailored strategies to manage different challenges and opportunities throughout the lifecycle.