Uttarakhand Open University, Haldwani
Total Page：16
File Type：pdf, Size：1020Kb
Uttarakhand Open University, Haldwani MS 107 School of Management Studies and Commerce Marketing Management Block I Introduction to Marketing Block II STP Concept and Consumer Behaviour MS 107 Marketing Management Block – I Block Title- Introduction to Marketing Block – II Block Title- STP Concept and Consumer Behaviour UTTARAKHAND OPEN UNIVERSITY SCHOOL OF MANAGEMENT STUDIES AND COMMERCE University Road, Teenpani By pass, Behind Transport Nagar, Haldwani- 263 139 Phone No: (05946)-261122, 261123, 286055 Toll Free No.: 1800 180 4025 Fax No.: (05946)-264232, e-mail: [email protected], [email protected] Website:http://www.uou.ac.in Blog Address: www.blogsomcuou.wordpress.com Board of Studies Professor Om Prakash Singh Negi Professor R.C. Mishra (Convener) Vice-Chancellor, Director, School of Management Studies and Uttarakhand Open University Commerce, Uttarakhand Open University, Haldwani Haldwani Professor Neeti Agarwal Professor Ashish Kumar Srivastava School of Management Studies Deen Dayal Upadhyaya, IGNOU, New Delhi Gorakhpur University, Gorakhpur Dr. Gajendra Singh, Dr. Manjari Agarwal Department of Management Studies, Department of Management Studies Doon University, Dehradun Uttarakhand Open University, Haldwani Dr. Gagan Singh Dr. Sumit Prasad Department of Commerce Department of Management Studies Uttarakhand Open University, Haldwani Uttarakhand Open University, Haldwani Programme Coordinator Dr. Manjari Agarwal Assistant Professor, Department of Management Studies Uttarakhand Open University, Haldwani Units Written by Unit No. Dr. Sumit Prasad, 1 Assistant Professor, Department of Management Studies Uttarakhand Open University, Haldwani 2 Dr. Deepali Bhatnagar Assistant Professor Amity Business School (ABS), Jaipur Dr. Swati Soni, 3, 4, 5 & Associate Professor, 6 Jaipuria Institute of Management, Jaipur Dr. Gaurav Joshi, 7& 8 Assistant Professor, LSM GPGC, Pithoragarh Uttarakhand Mr. Narendra Kumar, Assitant Professor, 9, 10 & Department of Management Studies, 11 Kumaun University, Bhimtal Cover Design Cover Page Image & Design Dr. Manjari Agarwal Cover Page Image Original Author: Nick Youngson - License: Creative Commons 3 - CC BY- http://www.nyphotographic.com/ SA 3.0 Original Image: Attribution: Alpha Stock Images - http://www.picpedia.org/clipboard/marketi http://alphastockimages.com/ ng-strategy.html last accessed 12/4/2020 ISBN : 978-93-85740-13-8 Copyright : Uttarakhand Open University Edition : 2020 (Restricted Circulation) (Pre-Publication Copy; Subject to Changes before Final Version) Published by : Uttarakhand Open University, Haldwani, Nainital – 263139 Printed at : (Name of the Printer) Course Contents Course Name: Marketing Management Course Code- MS 107 Course Objective: This course aims at introducing the concept of marketing and helps developing analytical skills for problem solving in marketing applications. Block I: Introduction to Marketing Unit I: Introduction to Marketing Unit II: Evolution of Marketing Unit III: Introduction to Marketing Process Unit IV: Marketing Mix and Marketing Organisation Unit V: Marketing Environment Unit VI: Marketing Research Block II: STP Concept and Consumer Behaviour Unit VII: STP Concept and Market Segmentation Unit VIII: Target Market Unit IX: Differentiation and Positioning Strategy Unit X: Consumer Behaviour Unit XI: Product and Product Life-Cycle Block III: Product Packaging & Pricing Unit XII: Branding Unit XIII: Packaging Unit XIV: Pricing Unit XV: Distribution Channels Unit XVI: Decision Making for Effective Distribution Channels Unit XVII: Promotion: Concept and Significance Block IV: Promotion Mix & Sales Promotion Unit XVIII: Promotion Mix Unit XIX: Sales Promotion Unit XX: Sales Forecasting Unit XXI: Sales Force Management Unit XXII: Salesmanship Suggested Readings- 1. Philip Kotler, Principles of Marketing, Pearson Education. 2. Mc Dariel, Lamb & Hair, Introduction to Marketing, Thomson (8th edition),Stanton, Fundamentals of Marketing, TMH. 4. Subhash C Jain, Marketing: Planning & Strategy, Thomson (7th edition) 5. G.Armstrong and P. Kotler, Marketing: An Introduction, Pearson Education. 6. Philip Kotler, Marketing Management: Analysis, Planning & Control, Pearson. 7. S .S. Sherlekar, “Marketing Management”, Himalaya Publishing House. 8. S. Neelamegham, “Indian Cases in Marketing”, Vikas Publishing House Pvt Ltd., New Delhi 9. P.K. Mishra, P.S. Das and J.R.Das: Marketing Management, Alok Publication (2nd Edition) 10. S.C. Mehta, “Marketing Environment, Concepts and Cases”, Tata McGraw Hill, New Delhi. 11. Rajana Saxena, “Marketing Management”, Tata McGraw Hill, New Delhi 2004. Index Unit Title Page Number Number Block I Introduction to Marketing 1. Unit I: Introduction to Marketing 1-18 2. Unit II: Evolution of Marketing 19-48 3. Unit III: Introduction to Marketing Process 49-62 4. Unit IV: Marketing Mix and Marketing Organisation 63-84 5. Unit V: Marketing Environment 85-103 6. Unit VI: Marketing Research 104-121 Block II STP Concept and Consumer Behaviour 7. Unit VII: STP Concept and Market Segmentation 122-138 8. Unit VIII: Target Market 139-155 9. Unit IX: Differentiation and Positioning Strategy 156-180 10. Unit X: Consumer Behaviour 181-205 11. Unit XI: Product and Product Life-Cycle 206-240 Block III Product Packaging & Pricing 12. Unit XII: Branding 241-256 13. Unit XIII: Packaging 257-262 14. Unit XIV: Pricing 263-276 15. Unit XV: Distribution Channels 277-292 16. Unit XVI: Decision Making for Effective Distribution 293-306 Channels 17. Unit XVII: Promotion: Concept and Significance 307-325 Block IV Promotion Mix & Sales Promotion 18. Unit XVIII: Promotion Mix 326-343 19. Unit XIX: Sales Promotion 344-362 20. Unit XX: Sales Forecasting 363-377 21. Unit XXI: Sales Force Management 378-396 22. Unit XXII: Salesmanship 397-412 Block I Introduction to Marketing MS 107 Marketing Management Uttarakhand Open University UNIT 1 INTRODUCTION TO MARKETING 1.1 Introduction 1.2 Objectives 1.3 About Marketing 1.4 Marketing Concept 1.5 Difference between Marketing and Selling 1.6 Nature of Marketing 1.7 Objectives of Marketing 1.8 Functions Performed in Marketing 1.9 Importance of Marketing 1.10 Scope of Marketing 1.11 Summary 1.12 Glossary 1.13 Answers to Check Your Progress 1.14 References 1.15 Suggested Readings 1.16 Terminal Questions 1.1 INTRODUCTION In order to fulfil our needs we consume several goods and services in our day today life. How our (consumers’) requirement identified by the companies? How the availability of the goods and services are made easy for us? All such questions are addressed by practices used by the producers of goods and services. These actions of companies are comes under the periphery of marketing. Consumers get aware about different details of the goods and services available in the market, is through the practices of marketing. The information reached to the consumer is like product features, price, quality, availability and many more. The practices of product planning, promotion, pricing, intermediary’s decision (wholesaler, retailer), selling, customer relation are the part of marketing. Unit 1 Introduction to Marketing Page 1 of 412 MS 107 Marketing Management Uttarakhand Open University 1.2 OBJECTIVES After studying this unit you will be able to understand: The meaning and concept of marketing. The differences between marketing and selling. Nature, scope and importance of marketing. Different functions performed under marketing practices. 1.3 ABOUT MARKETING Human needs are endless, to fulfil these needs different required product and services are developed by the producers. The means of fulfilling the needs are the outcomes of industrial units as product or services. These unlimited needs and drawn satisfaction from available product and services involves multiple action taken by producers are categorised under the marketing activities performed by the marketer. The marketer meets the consumer (individual) in a place with their offers to fulfil the requirements. The place of marketer and consumer meeting is termed as market place (may be physical or the virtual i.e. internet now a days). The physical place of consumer and producer is called ‘market’ and the virtual place is termed as ‘market space’. Marketer develops tools to meet out the requirement and uses product and services to fulfil them. The actions taken are covered under marketing. The role of marketer under marketing activities starts from identifying the consumers’ needs followed by developing the goods or services. To make available the developed goods and services is the next plan of action performed by the marketer. Marketing does not ends with the transaction of goods and services against each other but continues till the satisfaction for the outcome is received and analysed for further improvement in the current goods and services along with retaining of the customer base for their services. The marketing thus can be understood as a mean to satisfy the consumer against the needs identified and fulfilled through different offerings from the producers. “Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.” — American Marketing Association “Marketing is not only much broader than selling; it is not a specialized activity at all. It encompasses the entire business. It is the whole business seen from the point of view of the final result, that is, from the customer’s point of view. Concern and responsibility