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Title      : MCO - 13 Marketing Management
Subject      : Marketing Management
Author      : KSOU
Publisher      : K S O U
Chapters/Pages      : 28/359
Total Price      : Rs.      : 262
 
 
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Chapters
     
Concepts of Marketing Total views (260)  
Many thinking firms deliberate, from 'time to time, about what marketing actually means to them. Firms have been known to be very successful without having a complex marketing organization. On the other hand, some companies have been known to possess a comprehensive marketing department, supported by a myriad of sub activities belonging to the marketing function, and yet fail to achieve excellence......
Pages: 17
Price: Rs 0  
 
Systems Approach and Company Orientation towards Marketing Total views (255)  
This you will be able to have an elaborate understanding of the systems approach to marketing and its relation to the company. Among the recent approaches to the study of marketing, the one that has been engaging considerable attention lately is the systems approach. It is based on von Bartalanffy's "general systems theory".
Pages: 17
Price: Rs 12.75  
 
Market Environment Total views (254)  
Today : u have to run faster to stay in the same place. Successful comipanies take an outside-inside view of their business. They recognise that marketing environment is constantly spinning new opportunities and threats and understand the importance of continuously - monitoring and adapting to that environment. Many companies see change as opportunity. They ignore or resist changes.
Pages: 14
Price: Rs 10.5  
 
The Marketing Mix Total views (265)  
No country in the world has as much diversity in terms of culture, customs religion and language as in India. With growing income and changing aspirations of the people. the Indian market is getting increasingly fragmented. Marketers are trying to identify distinct groups of buyers for their products. In the process the marketer tries to reduce the chance of dissipating their efforts on unproduct......
Pages: 27
Price: Rs 20.25  
 
Concepts of Marketing Total views (265)  
A marketer can rarely satisfy everyone in a market. Not everyone likes the same soft drink, automobile, college and inovie. Several brands are available in the market with variety of features. For a marketer even when conditions (needs, money and willingness to spend money) prevail, it might not be possible to present product as per the customer's needs.
Pages: 12
Price: Rs 9  
 
Direct and Indirect Channels Total views (261)  
The channel of distribution is the pathway taken by goods and services as they flow from the point of production to the point of consumption and includes a sequence of marketing agencies.
Pages: 6
Price: Rs 4.5  
 
Channel Selection Total views (263)  
There are a number of factor both objective and subjective and varying from company to company which govern the choice or selection of distribution. But there are some which stand out and influence channel of distribution choice in all cases.
Pages: 10
Price: Rs 7.5  
 
Physical Distribution Total views (263)  
Physical distribution in marketing are the activities concerned with efficient movement of finished products to consumers. These include freight transportation, warehousing materials handling, protective packaging, inventory control, order processing, market forecasting and customer service.
Pages: 10
Price: Rs 7.5  
 
Consumer Behaviour and Buying Process Total views (254)  
Firms come into existence because the customer has unfulfilled needs and wants. A thorough knowledge of the consumer and an understanding of his behaviour is important for the marketer if he wishes to continue the business. This unit tries to provide an insight into the subject of consumer behaviour, The unit covers the nature, scope of consumer behaviour, factors influencing, its application and ......
Pages: 17
Price: Rs 12.75  
 
Behaviour Determinants Total views (252)  
The social environment provides stimulus to the buyers behaviour and psychological frame intervence in the input processing. The intervening variables in the consumer's decision making process have been divided by Howard and Sheth into endogenous and exogenous variables. Endogenous variables include motivation, perception and learning. And the exogenous variables include personality, social class......
Pages: 23
Price: Rs 17.25  
 
Consumer Behaviour_Behaviour Models Total views (252)  
Consumer behaviour and consumer decision-making have become prominent research topics in the various fields of consumer science in recent years. Consumer science includes the former discipline of home economics and refers to a discipline that evolves around consumer behaviour and decision making concerning foods and nutrition, clothing and textiles, housing and interior merchandise in everyday li......
Pages: 24
Price: Rs 18  
 
Theory of Cognitive Dissonance Total views (253)  
Aesop tells a story about a fox that tried in vain to reach a cluster of grapes that dangled from a vine above his head. The fox leapt high to grab the grapes, but the delicious-looking fruit remained just out of reach of his snapping jaws. After a few attempts the fox gave up and said to himself, "These grapes are sour, and if had some I would not eat them.
Pages: 11
Price: Rs 8.25  
 
Promotional Management Decisions Total views (259)  
In the modern marketing scenario, it is to be understood that the product never sells by itself unless it is made known to the target market about the product. Communication is one of the important tasks of the marketing process. Though we all know about the four variables of the marketing mix Product, Price, Promotion and Place, let us try to assess the importance of promotion in detail. As we al......
Pages: 7
Price: Rs 5.25  
 
Advertising Management-I Total views (259)  
The present trend in the market is that you advertise - you sell your merchandise, if you don't advertise you will not be able to survive in this competitive market. Thus Advertising is present every. where - the TV, newspapers, magazines, radio, billboards, wordings etc. We heard Ad messages on FM- channel while driving our car from home office and back.
Pages: 9
Price: Rs 6.75  
 
Advertising Management-II Total views (258)  
Media has a vital role in the process of advertising communication. Effective advertising is possible only if suitable media are available and are employed. The appropriateness of media used depends on the target audience and their reach, are of critical importance. Media research and media planning form an important part of advertising theory and practice. Media planning plays a very significant ......
Pages: 10
Price: Rs 7.5  
 
Sales Promotion Total views (255)  
This units gives you an insight into what is sales promotion, significance, the various tools and the process of organising sales promotion campaigns. Also, this unit tries to highlight how the proper use of sales promotion leads to improvement in sales and also in the market share of that product category. Sales promotion is not product specific, it can be applied for products, services and also ......
Pages: 11
Price: Rs 8.25  
 
Pricing Strategy Total views (252)  
The issue of pricing is of interest to economists, accountants, industrialists ,and consumers at large. Economists believe that market forces viz., demand for and supply of a product, would play a major role in price determination. Accountants always emphasize the cost aspect while pricing a product or service.
Pages: 13
Price: Rs 9.75  
 
Price Determination Procedure and Pricing Methods Total views (250)  
Pricing is the pivotal point based on which all the marketing mix strategies are developed. On the other hand, there are many factors including the marketing mix strategies influence pricing. This makes the problem of pricing difficult.
Pages: 14
Price: Rs 10.5  
 
Pricing in Practice and Re-sale Price Maintenance Total views (251)  
This unit discusses price-related issues under the heading pricing in practice.In this unit, multiple product pricing, product line pricing, pricing of new products, and other related issues in pricing are discussed. Re-sale price maintenance is also discussed at the end.
Pages: 13
Price: Rs 9.75  
 
Marketing Research - Meaning, Importance and Application Total views (252)  
Today business firms operate in a Comparative and dynamic environment. They produce goods and services on a large scale and supply the same to the markets which are widely spread across the borders. This has resulted in the big gap between firms and the markets. As the goods and services are made available for Consumers consumption, knowledge about the various elements/factors that influence co......
Pages: 13
Price: Rs 9.75  
 
Stages in Marketing Research Process Total views (256)  
Marketing research is undertaken to understand and analyse the specific marketing problems with a view to suggest possible and most appropriate solution. Marketing research should be carried out systematically to arrive at the right alternatives and appropriate decisions.
Pages: 10
Price: Rs 7.5  
 
Marketing Information System Total views (260)  
Marketing division of an organisation requires information about varied aspects of market and marketing. The marketing information system combines various inputs, analyses and supplies the required information to managers in the form of report.
Pages: 9
Price: Rs 6.75  
 
Techniques of Marketing Research Total views (257)  
In most of the cases of marketing research, the data is collected through primary sources. Survey is the commonly used method of data collection. There are different ways of eliciting the information from the respondents. Th e different techniques that are used to get the required data from the respondents are discussed in the following pages. Marketing research is broadly classified into two ......
Pages: 9
Price: Rs 6.75  
 
Preparation of Research Reports and Limitations of Marketing Research Total views (258)  
Reports may be submitted either orally or in writing. Although,research reports are submitted in writing, some times researcher may be asked to present the report orally in the presence of a group of audience consisting of marketing executives.
Pages: 9
Price: Rs 6.75  
 
Product and Related Strategies Total views (191)  
After studying this unit, students should be able to explain a product which is something more than a physical commodity and describe about the total product personality. They will also be able to understand about product policy.
Pages: 13
Price: Rs 9.75  
 
New Product Development Total views (191)  
New product development is one of the most important components of product policy and product management. So far you have learnt in the previous unit about product, its positioning in the market, packaging and branding decisions etc. A progressive firm will always be considering the introduction of a new product in order to expand its market share in order to have higher profits. Hence the nee......
Pages: 9
Price: Rs 6.75  
 
Product Life Cycle Total views (193)  
Broadly speaking, every product passes through certain different or distinct stages, during its life span. Hence the term product life cycle concept denotes the stages which a product passes from its introduction to the market, to its disappearance (obsolescence) from the market. The term product life cycle concept also refers to the effective life span of a product line . In the beginning when ......
Pages: 9
Price: Rs 6.75  
 
Branding and Packaging Decisions Total views (195)  
Brand name plays an important role in the marketing of goods and services. It is necessary to identify the goods and services of a seller or a group of sellers and to differentiate the m from those of competitors. In modern competitive situation brands are inevitable in meeting the com petition. Hence the need for a good brand name.
Pages: 13
Price: Rs 9.75  
 


 
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