marketing management keyword - 2nd sem
DESCRIPTION
SCDL Marketing ManagementTRANSCRIPT
Marketing Management
sl no unit 1:- basic concepts of marketing
page no.
1 American marketing association-AMA
2
2 create exchanges that satisfies individual and organizational goal
2
3 ideas, goods and services 2
4 goods 3
5 services 3
6 experiences 3
7 events 3
8 places 3
9 properties 3
10 organizations 3
11 information 3
12 ideas 3
13 planning and executing the conception, pricing, promotion and distribution of ideas, goods and services
3
14 philosophies guiding a company's marketing efforts
3
15 production concept 4
16 mass distribution mass production
4
17 product concept 4
18 selling concept 5
19 marketing myopia 5
20 Theodore Levitt - 5
21 narrow definition of business
6
22 preoccupation wit product or technology
7
23 the belief that a product is forever and has no substitute
7
24 over obsession with mass production
8
25 over optimism about growing market
8
26 marketing concept 8
27 Charles Batchelor 8
28 target markets 10
29 self actualization 10
30 ego needs 10
31 social needs 10
32 safety and security needs 10
33 physiological needs 10
34 Maslow's hierarchy of needs 10
35 understanding customer needs
10
36 functional level 12
37 emotional dimension 12
38 social dimension 12
39 creating products to satisfy needs
12
40 five product levels 13
41 potential product 13
42 augmented product 13
43 expected product 13
44 basic product 13
45 core benefit 13
46 core solution 13
47 basic or generic product 14
48 expected product 14
49 augmented product or value added product
14
50 potential product 14
51 integrated marketing to deliver those products to customers
16
52 internal marketing effort external marketing effort
16
53 organisation chart 16
54 profitability through customer satisfaction
17
55 sales decline 17
56 slow market growth rates 17
57 changing buying patterns 17
58 increasing competition 17
59 increased marketing expenditure
17
60 customer concept 18
61 mass customization 18
62 societal marketing concept 18
63 customer value and customer satisfaction
19
64 value functional benefits emotional benefits
19
65 costs monetary time energy psychic
19
66 costs 19
67 benefits 19
68 total perceived costs 19
69 sources of value 20
70 quality improvements 20
71 add attributes or features that enhance performance
20
72 identify parallel needs 20
73 identify purchase patterns 20
74 how customers actually use the product
21
75 customers perception of risk 21
76 reduce risk of product failure
21
77 customer satisfaction 22
78 customer loyalty 22
79 customer relationship management-CRM
22
80 misconceptions about marketing
23
81 synonymous with advertising and promotion
23
82 only for consumer product companies
24
83 is a cost, not an investment 24
unit 2:-The marketing environment
1 external forces 30
2 internal forces 30
3 environmental scanning 30
4 understanding the external environment
30
5 elements of macro environment
31
6 socio cultural ,Legal-political, economic, sociocultural , technological
31
7 paradigm shift 31
8 Philip Kotler 31
9 fad 31
10 trends 31
11 John Naisbitt 32
12 mega trends 32
13 globalization 32
14 IBM 33
15 major macro environmental factors
34
16 STEP analysis- PEST 34
17 political economical social technological
34
18 socio-cultural factors 34
19 power distance 34
20 individualism vs. collectivism
35
21 masculinity vs. femininity 35
22 uncertainty avoidance 35
23 time orientation 35
24 demographic factors 35
25 population age mix 35
26 education levels 36
27 ethnic markets and subcultures
36
28 technological factors 36
29 political and legal factors 38
30 legislation regulating business
38
31 special interest groups 38
32 economic factors 39
33 business cycle 40
34 income growth and distribution
40
35 savings, debt and credit availability
40
36 natural environmental factors
40
37 changes in business and marketing
41
38 Carly Fiorina- HP 42
39 E-commerce 44
40 B2B 44
41 B2C 44
42 C2C 44
43 business to consumer 44
44 business to business 45
45 consumer to consumer 45
46 consumer to business-C2B 46
47 websites 47
48 macro environmental changes and the new Indian consumer
47
49 changing face of the 48
economy
50 income growth 48
51 spending power 49
52 income distribution 50
53 population demographics 50
54 change in consumption features
51
55 attitude towards consumption
51
56 availability of credit and Indian consumers attitude towards credit
52
57 effects of deregulation 53
unit 3:- market oriented strategic planning
1 nature of strategic planning 58
2 business strategy competitive strategy
58
3 planning process 58
4 business mission environment
59
5 marketing myopia 59
6 strategic analysis 61
7 external analysis 61
8 internal analysis 61
9 customer analysis 61
10 competitor analysis 61
11 industry and market analysis 61
12 macro environmental analysis
61
13 internal analysis 62
14 performance analysis 62
15 BCG GE Matrix 62
16 SWOT analysis 62
17 Apple 64
18 competitive advantage 66
19 Michael Porter 66
20 Completive advantage-CA 66
21 substantial 66
22 valued 67
23 sustainable 67
24 leveraged 67
25 sources 67
26 lower costs of inputs 67
27 lower costs producer 67
28 reduction system 67
29 supply chain expertise 67
30 quality of man power resources
67
31 Core competence 68
32 C K Prahlad 68
33 Gary Hamel 68
34 Honda 68
35 3M 68
36 Black and Decker 70
37 strategy identification and selection
70
38 identifying strategic alternatives
70
39 intensive growth 71
40 diversification growth 71
41 integrative growth 71
42 Ansoff Product Market Growth Matrix
72
43 new or existing product 72
44 new or existing market 72
45 market penetration 72
46 maruti 73
47 market development 73
48 product development 74
49 Gillette 75
50 Logitech 75
51 diversification 75
52 related diversification 75
53 unrelated diversification 75
54 selecting strategic alternatives
76
55 prepare operating plans for each functional area
77
56 elements of marketing plan 77
57 marketing objectives 77
58 market segmentation and targeting
77
59 market segment 77
60 marketing mix 78
61 product strategies 78
62 place-distribution strategies 78
63 pricing strategies 79
64 promotion-communication strategies
79
65 implementation ,evaluation and control of the marketing plan
79
66 evaluation and control 80
67 BCG-growth share matrix 83
68 Stars 83
69 cash cows 84
70 question marks/problem child
84
71 dogs 85
72 GE multifactor portfolio 85
matrix
unit 4:- competition and competitive strategy
1 identifying competitors 98
2 customer perspective 99
3 brand competition 99
4 industry competition 99
5 generic competition 99
6 share of wallet 99
7 share of mind share of heart 100
8 industry perspective 100
9 number of sellers and degree of product differentiation
100
10 pure monopoly 100
11 oligopoly 101
12 duopoly 101
13 monopolistic competition 101
14 pure competition 101
15 cost structure 101
16 degree of vertical integration
102
17 degree of globalization 102
18 strategic groups 102
19 entry, mobility and exit 102
barriers
20 potential competitors 103
21 structural analysis of an industry
104
22 five forces model 104
23 intensity of rivalry between firms
106
24 concentration ratio or % of market share held
106
25 market growth rates 106
26 overcapacity 106
27 higher fixed costs 106
28 perishable products 106
29 low levels of product differentiation
107
30 diversity of rivals 107
31 strategic importance of business r market
107
32 switching costs 107
33 intensity of rivalry affect business strategy
108
34 threat of substitutes 108
35 bargaining power of buyers 109
36 buyer power 109
37 bargaining power of suppliers
110
38 threat of new entrants 111
39 entry barriers 111
40 industry structure and customer needs
113
41 competitor analysis 113
42 size, growth and profitability
113
43 image 114
44 competitor objectives and commitment
114
45 current and past strategies 114
46 organization and culture 115
47 cost structure 115
48 exit barriers 115
49 specialised assets 115
50 customer commitments 115
51 relationships with other business units
115
52 government barriers 115
53 competitive advantage 115
54 strength and weakness analysis
116
55 innovation 116
56 manufacturing 116
57 finance 116
58 management 117
59 marketing 117
60 customer base 117
61 setting up a competitive intelligent system
118
62 setting up the system 118
63 collecting the data 118
64 evaluating and analyzing data
118
65 disseminating information within the organization
118
66 generic competitive strategies
119
67 cost leadership 119
68 differentiation 121
69 focus 122
70 stuck in the middle 123
71 risks in pursuing the generic strategies
123
72 risks of overall cost leadership
123
73 risks of differentiation 124
74 market leader 125
75 sustainable competitive advantage
126
76 PIMS 126
77 remaining a market leader 126
78 key strategic action 126
79 expand the total market 126
80 defend share 127
81 Sun Tzu 127
82 good leader attack itself by 127
83 525 rule 127
84 position defense 128
85 flank defense 128
86 pre-emptive defense 128
87 counteroffensive 128
88 mobile defense 128
89 contraction defense 128
90 increase sales when market size is constant
128
91 market challenger 129
92 strategic options open to a market challenger are
129
93 general attack strategies that a market challenger would use are
129
94 frontal attack 129
95 flank attack 130
96 encirclement attack 130
97 guerilla warfare 130
98 market follower 130
99 counterfeiter 130
100 cloner 130
101 imitator 131
102 adapter 131
103 market nicher 131
104 balancing customer and competitor orientation
131
105 create value -for customer 132
106 capture value for owner 132
unit 5:-market research and demand forecasting
1 market research
2 problem identification research
140
3 problem solving research 141
4 segmentation research 142
5 product research 142
6 pricing research 142
7 promotional research 142
8 distribution research 142
9 the market research process 143
10 problem definition 144
11 develop of an approach to the problem
145
12 research design formulation 146
13 data sources 146
14 secondary 146
15 primary 146
16 research approaches 147
17 observational research 147
18 focus group research 147
19 survey research 147
20 behavioral research 147
21 experimental research 147
22 research instrument 147
23 questionnaire 148
24 psychological tools 148
25 mechanical device 148
26 innovative qualitative tools 148
27 close ended questions 149
28 open ended question 149
29 sampling plan 150
30 sampling techniques 151
31 probability sample 151
32 simple random sample 151
33 stratified random sample 151
34 cluster area sample 151
35 non probability sample 151
36 convenience sample 151
37 judgment sample 151
38 quota sample 151
39 sample size 151
40 contact methods 152
41 mail questionnaire 152
42 telephone interview 152
43 personal I interview 152
44 online method 152
45 field work or data collection 153
46 data preparation and analysis
154
47 multiple regression 155
48 discriminate analysis 155
49 factor analysis 155
50 cluster analysis 155
51 conjoint analysis 156
52 multidimensional scaling 156
53 report preparation and presentation
156
54 title page 156
55 letter of transmittal 156
56 letter of authorization 156
57 table of contents 157
58 executive summary 157
59 problem definition 157
60 approach to problem 157
61 research design 157
62 data analysis 157
63 results 157
64 limitation sand caveats 157
65 conclusions and recommendation
157
66 marketing decision support systems-DSS
158
67 interactivity 158
68 flexibility 158
69 discovery 158
70 accessible 158
71 forecasting and demand measurement
159
72 market demand ,market potential , and market penetration
159
73 expansible market 159
74 non expansible market 159
75 market penetration index 159
76 share penetration index 159
77 company demand, sales forecast and sales potential
160
78 sales budgets 161
79 sales targets 161
80 estimating current demand 161
81 total market potential 161
82 area market potential 161
83 industry sales and market shares
162
84 estimating future demand 162
85 survey f business intention s 162
86 composite of sales force 162
87 expert opinions 163
88 statistical analysis of past sales analysis
163
unit 6:- consumer behavior
1 psychology 170
2 sociology 170
3 social psychology 170
4 anthropology 170
5 economics 170
6 consumer research 170
7 simplified model of consumer decision making
170
8 input 171
9 firms marketing efforts 171
10 sociocultural environment 171
11 process 172
12 output 172
13 consumer as an individual 172
14 motivation 172
15 needs 172
16 innate needs 172
17 biogenic needs 172
18 psychogenic or secondary needs
173
19 Sigmund frued 173
20 Laddering technique 173
21 Maslow- 173
22 Herzberg 173
23 dynamics of motivation 174
24 positive or negative 174
25 never fully satisfies 174
26 multiplicity of needs 174
27 needs and goals vary among individual
174
28 perception 175
29 dynamics of perception 176
30 selective perception - 176
selective attention
31 selective distortion 176
32 selective retention 176
33 learning 177
34 advice 178
35 cue 178
36 response 178
37 reinforcement 178
38 beliefs and attitudes 178
39 personality 179
40 personal factors 181
41 age and stage of family cycle 181
42 occupation and economic circumstances
181
43 lifestyle 181
44 AIO variable 181
45 consumer in their socio cultural setting
182
46 culture 182
47 subculture 183
48 reference groups 184
49 primary group 184
50 secondary group 184
51 virtual group 184
52 types of decision and buyer behavior
185
53 buying roles 186
54 initiator 186
55 influencer 186
56 decision maker 186
57 buyer 186
58 user 186
59 types of decision 187
60 extensive problem solving 187
61 limited problem solving 187
62 routinized problem solving 187
63 level of involvement 188
64 high involvement 188
65 low involvement 188
66 differences between brands 189
67 types of buying behavior 189
68 complex-B 189
69 dissonance reducing behavior
189
70 habitual buying behavior 190
71 variety seeking behavior 190
72 decision making process 192
73 need recognition 192
74 actual state 192
75 desired state 192
76 prepurchase search 193
77 past experience 193
78 shopping around 193
79 internet 193
80 personal sources 194
81 marketing tasks 194
82 evaluation of alternatives 194
83 evoked set 194
84 the purchase decision 196
85 trial purchases 196
86 repeat purchases 196
87 long term commitment purchases
196
88 post purchase evaluation 197
89 relationship marketing and brand loyalty
197
90 permission marketing 198
91 erosion of brand loyalty 198
unit 7:- market segmentation and selecting target market
1 market segmentation 206
2 mass marketing 206
3 shot gun approach 207
4 mass marketing 207
5 rifle approach 207
6 segmentation -targeting-positioning-STP
207
7 segment 207
8 niche marketing 208
9 market segmentation in different industries
209
10 mutual funds 209
11 life insurance 209
12 credit cards 210
13 bases for market segmentation
210
14 geographic segmentation 210
15 demographic segmentation 211
16 age and stage of life cycle 212
17 gender 213
18 marital status 213
19 income, education and occupation
214
20 psychological segmentation 214
21 psychographic segmentation
215
22 VALS studies 216
23 values attitudes and 216
lifestyles
24 self driven materialists 216
25 independent explorer 217
26 passive traditionalists 217
27 enthusiastic experimenters 218
28 optioned realists 218
29 mature sensible 219
30 socioculturral segmentation 220
31 culture and subculture 221
32 use-related segmentation 221
33 usage situation segmentation
222
34 time 222
35 occasion 222
36 objective 222
37 location of use 222
38 context 222
39 benefit segmentation 222
40 hybrid segmentation 223
41 criteria for effective market segmentation
224
42 substantial 225
43 accessible 225
44 differentiable 225
45 actionable 225
46 measurable 225
47 the market segmentation process
226
48 survey 226
49 analysis of findings 226
50 segment profiling 226
51 evaluating segment attractiveness
226
52 market targeting 227
53 single segment concentration
228
54 selective specialization 228
55 product specialisation 228
56 market specialization 229
57 full market coverage 229
58 undifferentiated marketing 229
59 differentiated marketing 229
unit 8 :- Positioning
1 AI Ries And Jack Trout 236
2 why positioning important 237
3 selectively attentive 237
4 selectively retain 237
5 positioning concept 238
6 ABC 238
7 target audience 238
8 effective market segmentation
238
9 slot or category 238
10 frame e of reference or point of parity
239
11 understanding perception s,attitudes, beliefs, values
240
12 B-Benefit 241
13 C-Compelling reason why 243
14 point of differentiation -POD 243
15 USP-unique selling preposition
243
16 credible and compelling evidence
243
17 sustainable competitive advantage
243
18 Himalaya 243
19 under position 244
20 over positioning 244
21 confused positioning 244
22 doubtful positioning 244
23 process of developing position
244
24 perpetual mapping 245
25 positioning strategies 248
26 positioning on specific product features
248
27 positioning on specific benefits, needs and solution s
248
28 claiming to be the best in class on a given benefit
248
29 claiming pioneer status or first to offer a benefit
248
30 positioning on specific usage type
249
31 positioning on specific usage occasion
249
32 positioning against another competitor by claiming superior performance
249
33 position through product class dissociation -the uncola strategy
249
34 position by cultural symbols 249
35 positioning by price or lowest cost
250
36 positioning tools 250
37 one face to the consumer 250
38 single coherent face 250
39 contact points 250
40 moments of truth 250
41 repositioning 251
42 increase relevance to the consumer
253
43 increasing occasion of use 254
44 search for a more viable position
254
45 making the brand serious 254
46 falling sales 254
47 bringing in new customer 254
48 making the brand contemporary
255
49 differentiate form the newer set of competitors
255
50 changed market condition 255
unit 9:- Product concepts-I
1 product differentiation 263
2 valued 264
3 distinctive 264
4 profitable 264
5 sustainable 264
6 Michael Porter 264
7 operational effectives 264
8 strategic positioning 264
9 volume industry 265
10 stalemated industry 265
11 fragmented industry 265
12 specialised industry 265
13 differentiation tools 266
14 product differentiation 266
15 product forms 266
16 product features 267
17 performance quality 267
18 conformance of quality 267
19 durability 268
20 reliability 268
21 reparability /serviceability 268
22 style/design /aesthetics 268
23 services 270
24 personnel 271
25 competence 272
26 courtesy 272
27 credibility 272
28 reliability 272
29 responsiveness 272
30 channel 273
31 image 274
32 discovering new points of 275
differentiation
33 product classification 277
34 durability and tangibility 277
35 consumer goods classification
277
36 convenience goods 278
37 staples 278
38 necessities 278
39 impulse goods 278
40 emergency goods 278
41 shopping goods 279
42 specialty goods 281
43 unsought goods 281
44 classification of consumer goods depends on market segment
282
45 industrial goods classification
282
46 raw materials 282
47 capital items 283
48 supplies, consumables and services
283
49 product mix and product lines
283
50 product mix 283
51 product portfolio 283
52 width 283
53 length 283
54 depth 283
55 consistency 284
56 product line 284
57 length 284
58 depth 284
59 consistency 284
60 line filling 284
61 product portfolio and product line management
286
62 brand decision 287
63 badge of origin 288
64 brand essence 288
65 why do brands matter 289
66 identification of a product 289
67 reduce the risk 289
68 deep relation ship 289
69 legal protection 290
70 brand equity 290
71 branding decisions 291
72 the number of brands they will support
290
73 the branding strategy to be used
290
74 individual brand names 290
75 range brand names 290
76 umbrella brand names 290
77 corporate name combined with an individual product name
292
unit 10:- product concept-II
1 product innovation 298
2 new to the world 298
3 new product line 298
4 addition to existing product lines
298
5 improvement and revisions of existing products
298
6 repositioning 298
7 cost reduction 298
8 types of innovations 300
9 innovation- two levels 300
10 incremental or continuous innovation s
300
11 breakthrough or discontinuous innovations
300
12 integrator model 301
13 orchestrator model 301
14 licensor/licensee model 301
15 organizing for new product 302
development
16 entrepreneurs 302
17 mistakes 302
18 managing the product development process
303
19 concept development and testing
303
20 marketing plan and business analysis
305
21 test marketing 305
22 commercialization 306
23 the consumer adoption process
306
24 product characteristic that influence diffusion
307
25 relative advantage 307
26 compatibility 307
27 complexity 307
28 trial ability 307
29 observably 308
30 stages in adoption process 308
31 awareness 309
32 interest 309
33 evaluation 309
34 trial 309
35 adoption 309
36 adoption categories 309
37 explorers 310
38 pioneers 310
39 skeptics 310
40 paranoids 310
41 laggards 310
42 the product life cycle concept-PLC concept
311
43 product category 311
44 product form 311
45 technology 311
46 product life cycle patterns 311
47 style fashion fads 312
48 PLC stages and strategies in different phases
313
49 introduction stages 313
50 strategies to enter market 313
51 offensive strategy 313
52 defensive strategy 314
53 imitative strategy 314
54 product strategy 315
55 communications strategy 315
56 pricing strategy 316
57 rapid skimming or slow 316
skimming
58 rapid penetration or slow penetration
316
59 distribution strategy 317
60 competitive strategy 317
61 growth stage 317
62 key marketing objectives-early growth
318
63 product strategy 318
64 pricing strategy 318
65 communications strategy 319
66 distribution strategy 319
67 latter growth stage 319
68 maturity stage 320
69 product strategy 320
70 communications strategy 321
71 distribution strategy 321
72 pricing strategy 322
73 decline stage 322
74 lessons from product life cycle concept
323
75 positive curve sales curve 323
76 strategic focus and product life cycle
324
77 critique 324
78 forget the product life cycle 324
79 emerging markets 325
80 growth markets 325
81 market maturity 325
82 decline stage 325
unit 11:-distribution channels
1 role of marketing channels 334
2 intermediaries 334
3 merchants 334
4 agents 334
5 facilitators 334
6 channel structure 335
7 direct/indirect distribution channel
336
8 vertical marketing system 337
9 types of VMS 337
10 corporate VMS 337
11 administered 337
12 contractual VMS 337
13 multiple channel 338
14 non-traditional channel 339
15 horizontal marketing system 339
16 internet 340
17 channel design strategies 341
18 levels of distribution intensity
341
19 intensive distribution 341
20 selective distribution 341
21 exclusive distribution 342
22 target market factors 342
23 intensive with wide coverage
342
24 cold chain network 342
25 selective with wide market coverage
342
26 product related factors 343
27 company related factors 344
28 push strategy pull strategy 344
29 managing channel relationships
345
30 channel power, control and leadership
345
31 channel conflict 345
32 managing channel conflict 346
33 channel partnering 346
34 channel and distribution decisions for services
347
35 priority areas 348
36 minimizing waiting time 348
37 managing service capacity 349
38 improving service delivery mechanism
349
unit 12:-strategic pricing-I
1 cost based pricing 355
2 value based pricing 355
3 costs: impact of pricing 356
4 customer values and price sensitivity
357
5 economic value estimation 358
6 reference price effect 359
7 difficult comparison effect 360
8 switching costs effect 361
9 price-quality effect 362
10 expenditure effect 363
11 end benefit effect 365
12 shared cost effect 366
13 fairness effect 366
14 framing effect 367
15 market segmentation using price -value perceptions
368
16 perceived value of product's differences
369
17 perceived pain of prices 369
18 price buyers 369
19 relationship buyers 369
20 value buyers 369
21 convenience buyers 369
22 effect of internet on price sensitivity
370
23 pricing strategy and the product life cycle
371
24 pricing the product at the introduction stage
372
25 price skimming strategy 372
26 market penetration strategy 372
27 price induced sampling 372
28 pricing the product for the growth stage
373
29 pricing the differentiated product
374
30 pricing the cost leader's product
374
31 price level reduction in the growth stage
375
32 pricing the established product in the maturity stage
375
33 pricing the product the decline stage
376
34 divesting 376
35 harvesting 377
36 consolidation 377
unit 13:-strategic pricing-II
1 understanding the pricing game
383
2 understanding the price competiveness
383
3 cost structure 384
4 impact of sales volume on cost
384
5 overcapacity 384
6 barriers to adjusting capacity
384
7 scope for product differentiation
384
8 product perish ability 384
9 number and diversity of competitors
384
10 industry growth rate 384
11 buyer concentration 384
12 price sensitivity of the buyers
384
13 sustainable competitive advantage
384
14 reacting to competition with price
385
15 competitor is strategically weaker/cost of responding
388
is too high
16 ignore 388
17 competitor is weaker and price reaction is cost justified
388
18 attack 388
19 competitor is neutral or stronger and the price reaction is too costly
389
20 accommodate 389
21 competitor is stronger and the price reaction is cost justified
389
22 defense 389
23 pricing: key tool of a company's growth strategy
390
24 business models 391
25 role of distribution channel in setting prices
391
26 channel design 392
27 role of the channel intermediaries
392
28 product line pricing 393
29 fighter brands 393
30 flagship brands 393
31 flanker brands 393
32 relationship among products
393
33 pricing tactics 394
34 base level prices 394
35 geographic pricing 395
36 FOB origin pricing 395
37 uniform delivered pricing 395
38 freight absorption pricing 395
39 discounts, allowances and rebates
395
40 quality discount 395
41 cumulative discount 395
42 noncumulative discount 395
43 cash discount 395
44 trade discount 395
45 seasonal discount 396
46 promotional allowances advertising allowances
396
47 rebate 396
48 zero percent financing 396
49 special pricing tactics 396
50 price lining 396
51 loss leader pricing 396
52 odd-even pricing 397
53 price bundling 397
54 price induced sampling 397
55 promotional pricing 397
56 cross benefit pricing 397
57 pricing process 398
unit 14:-integrated marketing communication -Imc
1 objectives 407
2 inform persuade and remind
407
3 reminder communication 408
4 communication process 409
5 sender 410
6 encoding 410
7 channel, media tools 410
8 media noise or media clutter
410
9 decoding 410
10 AIDA concept 411
11 response hierarchy model 411
12 cognitive affective Connative
412
13 communication mix 413
14 advertising 413
15 types of advertising 415
16 corporate or institutional 415
advertising
17 product advertising 415
18 pioneer advertising 415
19 competive advertising 415
20 sales promotion 416
21 loyal users 416
22 lure customers 416
23 brand switchers 416
24 low product usage or infrequent product usage
416
25 pull push 417
26 public relations and publicity
418
27 public relation tools 418
28 new product publicity 418
29 event sponsorship 419
30 product placement 419
31 consumer education 419
32 cause related marketing 420
33 personal selling 420
34 direct marketing 421
35 internet as a communication tool
421
36 internet is interactive and involving
422
37 internet offers current, rich and in-depth information
422
38 internet personalizes the information
423
39 tools of internet communication
423
40 website 423
41 advertising and sponsored content
423
42 intranet 424
43 customer extranet 424
44 web PR 424
45 Email 424
46 factors affecting the communication mix
425
47 nature of the product 425
48 stages in the life cycle 426
49 target market 426
50 type of buying decision 427
51 available of funds 427
52 push and pull strategy 427
53 media mix 428
54 media planning 428
55 factors affecting media selection
429
56 communication objectives 429
57 editorial fit 429
58 involvement with medium 429
59 image of the medium 429
60 characteristics of different media
430
61 television 430
62 radio 431
63 print media 431
64 magazines 432
65 outdoor 432
66 cinema 433
67 developing a communications campaign
434
68 marketing brief 435
69 communication tasks 435
70 creative and media strategy 435
71 media plan and media schedules
436
72 advertising pre testing 436
73 campaign roll out 436
74 post campaign analysis 437
75 slice-of -life 437
76 lifestyle 437
77 fantasy 437
78 humorous 437
79 animated product symbols/brand persona
437
80 mood/image 437
81 demonstration 437
82 musical 437
83 scientific 437
84 budgeting for marketing communications
438
85 methods of setting communication budget
438
86 affordable method 438
87 percentage of sales method 438
88 competitive parity method 438
89 objective or task method 439
unit 15:- marketing of services
1 characteristics of services 446
2 intangibility 446
3 inseparability 447
4 variability 449
5 perishabilty 449
6 on demand side 450
7 on supply side 450
8 marketing mix for service firms
450
9 people 450
10 physical evidence 451
11 processes 452
12 managing service quality 452
13 SERVIQUAL 452
14 reliability 452
15 responsiveness 452
16 assurance 452
17 empathy 452
18 tangibles 453
19 scan table 453
20 desired service 453
21 adequate service 453
22 GAP model of service quality
454
23 market information GAP 454
24 service standard GAP 455
25 service performance GAP 455
26 internet communication GAP
456
27 service equality GAP 456
28 implication of the GAP model for companies
456
29 transactional surveys 458
30 mystery surveys 458
31 new, declining and lost customer surveys
458
32 customer advisory panels 458
33 focus group interviews 458
34 customer complaint, comment and inquiry capture
459
35 employee field reporting 459
36 employee surveys 459
37 service operating data capture
459
38 role for self service technologies-SST
459
39 differentiation of services 462
40 product offering 462
41 people 462
42 faster service delivery 462
43 image 462
44 managing product support service
463
45 value added service 463
46 product support service 464