JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY HYDERABAD

Course Objectives

The objectives of this course are

• 1. To provide a detailed concept of marketing and demand analysis
• 2. To enable the student in breaking the market into segments.
• 3. Impart the knowledge about the product life cycle.
• 4. Pricing strategy and Sales techniques
• 5. To enable the student to understand various types of controls in marketing.

Course Outcomes

After completion of the course the student will be able to

• 1. Understand the concept of marketing and forecasting
• 2. To identify the market segments according to strategy formulation.
• 3. To understand product management.
• 4. To utilise various pricing methods and execute sales techniques
• 5. Understand the concept of marketing and its implementations.

UNIT - I

Introduction to Marketing: Needs, wants, demands, products, exchange, transactions markets, marketing, production concept, sales concept, Product concept, marketing concept, social marketing concept, Indian marketing Environment. Demand Analysis: Major concepts in Demand measurement, the components of modern market information systems, the marketing intelligence system, the marketing decision system, Forecasting and demand measurement.

UNIT - II

Market segmentation and targeting: identification of market segments, consumer and institutional/ corporate clientele – segmenting consumer markets, segmentation basis. Electing target market segments, segmentation 7 targeting as a basis for strategy formulation Developing and communicating a positioning strategy

UNIT - III

Product management: Product Life Cycle, PLC as a tool marketing strategy, constituents of a product, core product, augmented product, differentiated product, potential product line, product mix, product decisions, brand decisions, classification of new products new product development, idea generation, idea screening, concept testing, business analysis market testing, commercialization.

UNIT - IV

Pricing strategy: Objectives of pricing, methods of Pricing, selecting the final price, adopting the final price, initiating the price cuts, imitating price increases, responding to competitors price changes. Sales and Distribution management: Sales techniques for Consumer/Industrial clientele- Channel Function and Flows, Channel Levels, Channel Management Decision, types of retailers, trends in retailing, the growth and trends in wholesaling, sales force and sales Agency – Advantages and disadvantages.

UNIT - V

Marketing Communication: The communication process, communication mix, managing advertising sales promotion, public relations and direct marketing, sales force objectives, Sales force structure and size, sales force compensation.

Marketing Organization and Control: Evolution of marketing Department, Organizing the marketing department, marketing Implementations, control of marketing performance, annual plan control, profitability control, efficiency control, strategic control.

REFERENCE BOOKS:

• 1. Rajan Saxena: marketing Management, 2/c, TMSH, 2002
• 2. Kerin, Hartly & Ruelilus: Marketing – the core, McGraw Hill, Irwin, 2004
• 3. Phillip Kotler: Marketing Management, 11/c, Pearson publishers, 2003
• 4. Lamb,Hair, Mac Daniel: Marketing, 7/e Thomson publishers, 2004.
• 5. Douglar, Hoffman & Micheal Cziinkota: Marketing, the Best practices 2/e, Thomson publishers, 2004
• 6. V.S Ramaswamy, S. Namakumari: Marketing Management, 3/e, Macmillan, 2003
• 7. William D. Perreault, Jr.E. Jerome Mc Carthy, Basic marketing, 14/e TMH, 2002
• 8. Czinkota and Kotabe: Marketing Management, 2/e, Thomson, 2002 M. TECH. I Year II Sem. (IEM)