DIRECTORATE OF DISTANCE EDUCATION INTEGRAL … · 2019-06-26 · Unit – 27 CASE STUDIES. Subject...

SubjectName:ConsumerBehaviour SubjectCode:MBA571 PaperCode:CB

DIRECTORATEOFDISTANCEEDUCATION

INTEGRALUNIVERSITY,LUCKNOW


(W.e.f.JULY2016Session)

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UNIT ChapterName

Unit-1 CONSUMER BEHAVIOR

Unit–2 PSYCHOGRAPHIC OR LIFESTYLE SEGMENTATION

Unit–3 ENVIRONMENTAL ENFLUENCE

Unit–4 CONCEPT OF CULTURE AND SUBCULTURE

Unit–5CULTURAL VARIATIONS IN NON-VERBAL

COMMUNICATIONS

Unit–6 SOCIAL CLASS

Unit–7 SOCIAL GROUP

Unit–8 FAMILY BUYING INFLUENCES, FAMILY LIFE CYCLE

AND BUYING ROLES

Unit–9 DIFFUSION OF INNOVATION

Unit–10 INDIVIDUAL DETERMINANTS

Unit–11 PERSONALITY AND SELF CONCEPT

Unit–12 MOTIVATION AND INVOLVEMENT

Unit–13 INFORMATION PROCESSING LEARNING AND

MEMORY

Unit–14 ATTITUDE DEVELOPMENT AND ALTERNATE

EVALUATION IN BUYING

Unit–15 DECISION-MAKING PROCESSES

Unit–16 SEARCH AND EVALUATION


Unit–17 PURCHASING PROCESS AND OUTLET SELECTION

Unit–18 PURCHASE BEHAVIOUR (SITUATION FACTOR)

Unit–19 POST-PURCHASE BEHAVIOUR

Unit–20 MODELS OF CONSUMER BEHAVIOUR

Unit–21 CONSUMERISM (PUBLIC POLICY AND CONSUMER

PROTECTION)

Unit–22 ORGANISATIONAL BUYING BEHAVIOUR

Unit–23 CUSTOMER DELIGHT

Unit–24 E-CONSUMER BEHAVIOUR

Unit–25 CONSUMER RESEARCH

Unit–26 CHANGING CONSUMER BEHAVIOUR

Unit–27 CASE STUDIES


ConsumerBehaviour

UNIT-01 CONSUMER BEHAVIOR

Introduction

Reasons For Studying Consumer behaviour

Applying Consumer Behaviour Knowledge

Marketing Strategy and Consumer Behaviour

Market Analysis

Consumer Behaviour and Market Segment

Review Questions

Further Reading

UNIT-02 PSYCHOGRAPHIC OR LIFESTYLE SEGMENTATION

Introduction

Characteristics of Lifestyle

Concentrated Marketing Strategy

Review Questions

Further Reading

UNIT-03 ENVIRONMENTAL ENFLUENCE

Introduction The External Influences Or Factors

Individual Determinants

External Environmental Factors Influencing Consumer Behaviour

Review Questions

Further Reading

UNIT-04 CONCEPT OF CULTURE AND SUBCULTURE

Introduction

Characteristics Of Culture

The Functions Of Culture

Subculture In India

Review Questions

Further Readings

UNIT-05 CULTURAL VARIATIONS IN NON-VERBAL

COMMUNICATIONS

Introduction

Etiquette

Marketing Implications

Review Question

Further Readings

UNIT-06 SOCIAL CLASS

Introduction

Definition Of Social Class


Marketing Strategy And The Social Classes

Question

Further Readings

UNIT-07 SOCIAL GROUP

Introduction

Social Group

Reference Groups

Reference Group-Social Influence Social Power

Factors Affecting The Influence Of Reference Groups

Reference Group Application In Marketing

Characteristics of Opinion Leaders

Review Questions

Further Readings

UNIT-08 FAMILY BUYING INFLUENCES, FAMILY LIFE CYCLE

AND BUYING ROLES

Introduction

Family Buying Influences

Family Life Cycle Stage

Personal Influences

Review Questions

Further Readings

UNIT-09 DIFFUSION OF INNOVATION

Introduction

Innovation

Diffusion Process

Classification of Adopters

Question

Further Reading

UNIT-10 INDIVIDUAL DETERMINANTS

Introduction

Individual Factors

Programme Involvement

Misinterpretation of Marketing Message

Review Question

Further Readings

UNIT-11 PERSONALITY AND SELF CONCEPT

Introduction

Trait Theory

The Psychoanalytic Theory of Freud

Cad Model

Types of Behaviour

Emotions and Marketing Strategy

Self-Concept


Review Questions

Further Readings

UNIT-12 MOTIVATION AND INVOLVEMENT

Introduction

Trait Theory

The Psychoanalytic Theory of Freud

Cad Model

Types of Behaviour

Emotions And Marketing Strategy

Self-Concept

Review Questions

Further Readings

UNIT-13 INFORMATION PROCESSING LEARNING AND

MEMORY

Introduction

Learning Memory and Product Positioning

Review Questions

Further Readings

UNIT-14 ATTITUDE DEVELOPMENT AND ALTERNATE

EVALUATION IN BUYING

Introduction

Consumer Attitude And Alternative Evaluation

Heuristics (The Choice Making Rules)

Review Question

Further Readings

UNIT-15 DECISION-MAKING PROCESSES

Introduction

Problem Recognition and Purchasing Behaviour

Inactive Problem

Review Questions

Further Readings

UNIT-16 SEARCH AND EVALUATION

Introduction

Information Overload

Factors Leading To High Information Search

Factors Leading To Low Information Search

Cost

Acceptance Structure

Review Questions

Further Readings

UNIT-17 PURCHASING PROCESS AND OUTLET SELECTION

Introduction


Consumer Purchase Process

Outlet Image

Advertising

Outlet Location and Size

Consumer Characteristics

Review Questions

Further Readings

UNIT-18 PURCHASE BEHAVIOUR (SITUATION FACTOR)

Introduction

Physical Surroundings

Social Surroundings

Review Questions

Further Readings

UNIT-19 POST-PURCHASE BEHAVIOUR

Introduction

Role of A Marketeer

Product Vs. Service Consumption

Review Questions

Further Readings

UNIT-20 MODELS OF CONSUMER BEHAVIOUR

Introduction

Economic Model

Psychological Model

Pavlovian Learning Model

Input, Process and Output Model

Sociological Model

Howarth Sheth Model

Engel-Blackwell-Kollat Model

Model of Family Decision-Making

Nicosia Model

A Model of Industrial Buyer Behaviour

Review Questions

Further Redings

UNIT-21 CONSUMERISM (PUBLIC POLICY AND CONSUMER

PROTECTION)

Introduction

Definition

Affirmative Disclosure

Conclusion

Suggestions

Review Questions

Further Readings


UNIT-22 ORGANISATIONAL BUYING BEHAVIOUR

Introduction

Characteristics of organisation buying behaviour

Factor influencing organisational buying

Factors that affects risk

Organisational buying situation

Review questions

Further readings

UNIT-23 CUSTOMER DELIGHT

Introduction

Need For Delight

Expectation And Delight

Generating Delight

Review Questions

Further Readings

UNIT-24 E-CONSUMER BEHAVIOUR

Introduction

The Computer Age

Advantage To The Consumer

Web (World Wide Web) Www

Applications To Consumer Behaviour

Review Questions

Further Readings

UNIT-25 CONSUMER RESEARCH

Introduction

The Objective of Study

Secondary Data

Sources of Secondary Data

Primary Data

Purchase Behaviour

Semantic Differential Scale

Observation Experimentations, Survey, Interviews

Data Analysis

Review Questions

Further Readings

UNIT-26 CHANGING CONSUMER BEHAVIOUR

Introduction

Review questions

Further readings

UNIT-27 CASE STUDIES

Case –I Factors Affecting Consumer Behaviour

Review Questions


Case-II Organisation Buying Behaviour

Review Questions

Case-III Famaly Influences

Review Questions

Case-IV Health Conscious Consumer

Review Question

Case – V A.T.O. Model of Consumer behaviour

Review Questions

Case-VI Vending Machine (Motivation)

Review Questions

Case-VII Buying Behaviour

Review Questions

Case-VIII Promoting Beauty Products

Review Questions

Case-IX Organisation Buying

Review Questions

Further Readings

SubjectName:INDUSTRIALMARKETING SubjectCode:MBA572 PaperCode:IM





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Unit-1INDUSTRIAL MARKETING SYSTEM: CONCEPT AND

CHARACTERISTICS

Unit–2 INDUSTRIAL MARKET

Unit–3 INDUSTRIAL BUYING BEHAVIOUR

Unit–4

STRATEGIC INDUSTRIAL MARKETING (S.T.P.) -

MARKETING INFORMATION SYSTEMS AND

MARKETING RESEARCH

Unit–5 INDUSTRIAL MARKETING

Unit–6

FORMULATING CHANNEL STRATEGIES AND

PHYSICAL DISTRIBUTION DECISIONS CHANNEL

DESIGN AND MANAGEMENT

Unit–7

FORMULATING CHANNEL STRATEGIES AND

PHYSICAL DISTRIBUTION DECISIONS CHANNELS OF

DISTRIBUTION

Unit–8

PROMOTIONAL STRATEGIES FOR INDUSTRIAL

GOODS AND SERVICES SALES PROMOTION,

PUBLICITY AND PUBLIC RELATIONS, DIRECT

MARKETING SALES PROMOTION, PUBLICITY AND

PUBLIC RELATIONS, DIRECT MARKETING

Unit-9PROMOTIONAL STRATEGIES FOR INDUSTRIAL

GOODS AND SERVICES PERSONAL SELLING

Unit-10PROMOTIONAL STRATEGIES FOR INDUSTRIAL

GOODS AND SERVICES ADVERTISEMENT

Unit-11 THE CONCEPT OF STRATEGY


Industrial Marketing

UNIT–I INDUSTRIAL MARKETING SYSTEM: CONCEPT

AND CHARACTERISTICS

Introduction

The Concept of Industrial Marketing

Definition of Industrial Marketing

Characteristics: Industrial and Consumer Marketing

Demand in Industrial Market

Review Questions

Further Readings

UNIT-2 INDUSTRIAL MARKET

Introduction

Types of Industrial Customers

Industrial Products and Services

Marketing Implications For Different Customer and Product Types

Purchasing Practices of Industrial

Customers

Review Questions

Further Readings

UNIT-3 INDUSTRIAL BUYING BEHAVIOUR Introduction

Purchasing Objectives of Industrial Buyer

Purchasing Activities of Industrial Buyers

Buying Situation Types

Decision Making Unit

Key Members in Buying Organisation

Models Of Organisational Buying Behaviour

Modern Purchasing Activities

Review Questions

Further Readings

UNIT-4 STRATEGIC INDUSTRIAL MARKETING (S.T.P.) -

MARKETING INFORMATION SYSTEMS AND

MARKETING RESEARCH

Introduction

Marketing Planning

Industrial Marketing Strategy In India

Strategic Planning In The Industrial Market


Functional Isolation

Functional Conflict

Developing A Target Market Strategy

Positioning

Marketing Information

Marketing Research

Review Questions

Further Readings

UNIT-5 INDUSTRIAL MARKETING Introduction

Industrial Product Life Cycle & Strategies

Old position

Pricing of Industrial Products

Cost-Benefit Analysis

Cost behaviour at different levels of output

Leasing

Review Questions

Further Readings

UNIT-6 FORMULATING CHANNEL STRATEGIES AND

PHYSICAL DISTRIBUTION DECISIONS CHANNEL

DESIGN AND MANAGEMENT

Introduction

Channel Design Process:

Channel Management Decisions:

Logistics

Review Questions

Further Readings

UNIT-7 FORMULATING CHANNEL STRATEGIES AND

PHYSICAL DISTRIBUTION DECISIONS CHANNELS

OF DISTRIBUTION Introduction

The Nature Of Industrial Distribution Channel:

The Structure Of Industrial Channel:

Review Questions

Further Readings


UNIT-8 PROMOTIONAL STRATEGIES FOR INDUSTRIAL

GOODS AND SERVICES SALES PROMOTION,

PUBLICITY AND PUBLIC RELATIONS, DIRECT

MARKETING SALES PROMOTION, PUBLICITY

AND PUBLIC RELATIONS, DIRECT MARKETING

Introduction

Need For Sales Promotion

Methods Of Sales Promotion

Publicity

Public Relations:

Direct Marketing

Review Questions

Further Readings


GOODS AND SERVICES PERSONAL SELLING Introduction

Objectives

Advantages and Disadvantages of Personal Selling

Selling Process and the Role of Salesperson

Qualities of Successful Salesperson:

Sales Force Management

Deployment of Industrial Sales Force

Review Questions

Further Readings


GOODS AND SERVICES ADVERTISEMENT Introduction

Industrial Communication Program:

Role of Advertising In Industrial Marketing

Objectives of Advertising:

Effectiveness of Advertising:

Limitations of Industrial Advertising

Review Questions

Further Readings

UNIT-11 THE CONCEPT OF STRATEGY Introduction

Formulating Strategy

Formulating Channel Strategy


Conditions Influencing Channel Structure

Relationships in the Indirect Channel

Selecting a Pricing Method

Sealed-Bid Pricing

The Influence of Other Marketing-Mix Elements

Discriminatory Pricing

Initiating and Responding.

Use of Advertising In The Industrial Market

Industrial Advertising Media

Developing the Industrial Promotional Program

Developing Message Strategy

Review Questions

Further Readings

SubjectName:PRODUCT&BRANDMANAGEMENT SubjectCode:MBA573 PaperCode:PBM





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Unit-1 PRODUCT PLANNING AND MANAGEMENT

Unit–2PRODUCT LIFE CYCLE AND MARKETING

STRATEGIES

Unit–3NEW PRODUCT DEVELOPMENTS– IDEA GENERATION,

SCREENING, CONCEPT DEVELOPMENT AND TESTING

Unit–4BUSINESS ANALYSES, TEST MARKETING AND

PRODUCT LAUNCHING

Unit–5 BRANDING STRATEGIES

Unit–6 BRANDING CONCEPTS

Unit–7 BRANDING DECISIONS


PRODUCT&BRANDMANAGEMENT

UNIT - 1 PRODUCT PLANNING AND MANAGEMENT

Introduction

Product Concept

Definitions

Product Levels

Product Hierarchy

Product Classifications

Product Mix

Product-Line Decisions

Managing Line Extensions

Review Questions

Further Readings

UNIT - 2 PRODUCT LIFE CYCLE AND MARKETING

STRATEGIES

Introduction

Product Life Cycle

PLC Patterns

Style, Fashion, And Fad Life Cycles

Marketing Strategies Concerning The Stages Of Product Life Cycle

The Product Life Cycle As A Management Tool

Product Life-Cycle Concept: Critique

Review Questions

Further Readings

UNIT – 3 NEW PRODUCT DEVELOPMENTS– IDEA

GENERATION, SCREENING, CONCEPT DEVELOPMENT AND

TESTING

Introduction

Idea generation

Screening ideas

Concept development and testing

Marketing Strategy Development

Assessment Questions

Further readings

UNIT - 4 BUSINESS ANALYSES, TEST MARKETING AND

PRODUCT LAUNCHING

Introduction

Business analysis

Product Development

Market Testing


Product launching

Review questions

Further readings

UNIT - 5 BRANDING STRATEGIES

Introduction

Product Branding

Line Branding

Range Branding

Umbrella- Branding

Source/Double Branding

Endorsement Branding

Factors for Choosing a Branding Strategy

Review questions

Further readingsX

UNIT - 6 BRANDING CONCEPTS

Introduction

Evolution of Brands and Historical Perspective

Definition and Conceptual clarity

Brand Identity

Brand Identity Levels

Brand Dimensions

Brand Equity: Definition and Meaning

Brand Awareness

Brand Image/Constellation

Brand Loyalty

Review Questions

Further Readings

UNIT- 7 BRANDING DECISIONS

Introduction

Selecting a brand name

Brand Extension Decision

Family Vs. Individual Brand Name

Multiple Branding

Private vs. national branding

Review questions

Further readings

SubjectName:MARKETINGRESEARCH SubjectCode:MBA574 PaperCode:MR





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UNIT ChapterName

Unit-1

INTRODUCTION TO MARKETING RESEARCH:

SCIENTIFIC RESEARCH APPROACH AND PROBLEM

DEFINITION

Unit–2 EXPLORATORY RESEARCH DESIGN

Unit–3 CONCLUSIVE RESEARCH DESIGN

Unit–4 SAMPLING

Unit–5 MEASUREMENT AND SCALING

Unit–6 QUESTIONNAIRE DESIGN

Unit–7 DATA PREPARATION AND PRELIMINARY DATA

ANALYSIS

Unit–8 REPORT PREPARATION AND PRESENTATION


MARKETINGRESEARCH

UNIT-1 INTRODUCTION TO MARKETING RESEARCH:

SCIENTIFIC RESEARCH APPROACH AND

PROBLEM DEFINITION

Introduction

Marketing Research

The Need for Marketing Research

Marketing Research Defined

Scientific Marketing Research Process

Empirical Approach

The Marketing Research Process

Phase Wise Marketing Research Process

Converting Management Dilemma into Research Question

What Marketing Research Cannot Do?

Review Questions

Further Readings

UNIT-2 EXPLORATORY RESEARCH DESIGN

Research Design and Its Importance in Research

Classification and Differences between Research Designs

Exploratory Research Design

Exploratory Research Design

In-Depth Interviews

Focus Groups

Projective Techniques

Review Questions

Further Readings

UNIT-3 CONCLUSIVE RESEARCH DESIGN

Introduction

Conclusive Research Design

Descriptive Design

Cross-Sectional Design

Marketing Research

Advantages and Disadvantages of Cross-Sectional And Longitudinal Designs

Causal Designs

Survey Methods

Maersk International Technology & Science Programme

Methods Of Observation

With Regard To Directness


Review Questions

Further Readings

UNIT-4 SAMPLING

Introduction

Importance of Sampling in Marketing Research

Sampling: Basic Constructs

Determining Sample Size

Classification of Sampling Techniques

Sampling Techniques

Probability Sampling Techniques

No probability Sampling Techniques

Selecting an Appropriate Sampling Technique

Review Questions

Further Readings

UNIT-5 MEASUREMENT AND SCALING

Introduction

Importance of Measurement And Scaling In Marketing Research

Scales of Measurement: Fundamental Properties Assignment Property

Primary Scales Of Measurement

Comparative And Non-Comparative Scaling

Q-Sort

Non-Comparative Scaling

Scale Evaluation

Review Questions

Further Readings

UNIT-6 QUESTIONNAIRE DESIGN

Introduction

Significance of Questionnaire Building

Process of Questionnaire Design

Specification of The Information Needed In Researchable Format

Selection of Interview Method

Determination of Question Composition

Determination of Individual Question Content

Developing Question Order, Form And Layout

Pilot Testing The Questionnaire

Review Questions

Further Readings


UNIT-7 DATA PREPARATION AND PRELIMINARY DATA

ANALYSIS

Introduction

Survey Fieldwork And Data Collection

Nature And Scope Of Data Preparation

Editing

Coding

Data Entry

Data Cleaning

Preliminary Data Analysis

Descriptive

Hypothesis Testing

Generic Process For Hypothesis Testing

Factor Analysis

Review Questions

Further Readings

UNIT-8 REPORT PREPARATION AND PRESENTATION

Introduction

Importance of Marketing Research Report

Reporting the Results: Key Issues To Remember

Generic Marketing Research Report

What Not To Do When Writing Reports

Report Presentation

Review Questions

Further Readings

SubjectName:ADVERTISINGMANAGEMENT

SubjectCode:MBA575 PaperCode:PFM



SubjectName:ADVERTISINGMANAGEMENTSubjectCode:MBA575 PaperCode:PFM


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Unit-1 ADVERTISING MANAGEMENT OVERVIEW

Unit–2 ADVERTISING AND OTHER PROMOTIONAL TOOLS

Unit–3 ROLE OF ADVERTISING IN PROMOTION MIX

Unit–4 PROCESS OF ADVERTISING

Unit–5 STRATEGIES FOR ADVERTISING

Unit–6 ADVERTISING CAMPAIGN PLANNING

Unit–7 MEDIA CREATION AND ADVERTISING

Unit–8 ROLE OF CREATIVITY IN COPYRIGHT

Unit–9 ADVERTISING OBJECTIVES

Unit–10 MEDIA PLANNING

Unit–11 TESTING FOR ADVERTISING EFFECTIVENESS

Unit–12 PREPARATION AND CHOICE OF METHODS OF

ADVERTISING BUDGET

Unit–13 ETHICAL AND SOCIAL ISSUES IN ADVERTISING

Unit–14 MANAGEMENT OF ADVERTISING AGENCY

Unit-15 ADVERTISING PLAYS A VERY CRUCIAL ROLE IN THE

NATIONAL DEVELOPMENT



ADVERTISING MANAGEMENT

UNIT-01 ADVERTISING MANAGEMENT OVERVIEW Introduction

Nature of Advertising

Scope of Advertising

Different Dimensions of Advertising

Types of Advertising

Informative Advertising

Image Building and Exclusivity By Tanishq

Competitive Advertising

Review Questions

Further Readings

UNIT-02 ADVERTISING AND OTHER PROMOTIONAL

TOOLS

Introduction

Communication Process

Common Communication Platforms

Advertising and Other Promotional Tools

Personal Selling

Sales Promotion

Publicity

Public Relations

Review Questions

Further Readings

UNIT-03 ROLE OF ADVERTISING IN PROMOTION MIX

Introduction

Advertising and Other Promotional Tools

Review Questions

Further Readings

UNIT-04 PROCESS OF ADVERTISING Introduction

External Flow

Types of Communication

The Consumer and Competition

Competitive Analysis

Review Questions

Further Readings

UNIT-05 STRATEGIES FOR ADVERTISING

Introduction

Setting of Objectives

Competitions Approach



Objectives

Strategy Alternatives

Review Questions

Further Readings

UNIT-06 ADVERTISING CAMPAIGN PLANNING

Advertising Planning

Research

Advertising Situations

Analysing Market Opportunity

Target Market

Budget or the Money

Creating an Advertisement Testing

Review Questions

Further Readings

UNIT-07 MEDIA CREATION AND ADVERTISING

Introduction

5 Ms of Advertising

Source

Likeability

Verbal Vs. Non-Verbal Message

Consumer-Oriented Appeals

Luxury and Distinctiveness

Combination of Direct And Indirect

Headlines

Message Creation And Copywriting

Slogans, Logos, Types And Signatures

Criteria for Effective Copy

Review Questions

Further Readings

UNIT-08 ROLE OF CREATIVITY IN COPYRIGHT

Introduction

Purchase Proposition

Positioning

Repositioning review Questions

Further Readings

UNIT-09 ADVERTISING OBJECTIVES

Introduction

Mission/Objectives

Audience Perception

Review Questions

Further Readings

UNIT-10 MEDIA PLANNING

Introduction



Basic Terms and Concepts

Communication Objective

Reach and Frequency

A Media Schedule Contains

Effect of Reach And Frequency

Media Planning

Areas of Assessment Of Effectiveness

Review Questions

Further Readings

UNIT-11 TESTING FOR ADVERTISING EFFECTIVENESS

Introduction

Sources Testing of Advertisement

Methods of Pre-testing of The Advertisement

Psychological Test

Post-testing Method

How To Improve Advertising Effectiveness

Review Questions

Further Readings

UNIT-12 PREPARATION AND CHOICE OF METHODS OF

ADVERTISING BUDGET

Introduction

Budgeting Approaches

Other Factors Affecting the Allocation of Advertising Budgets

Review Questions

Further Readings

UNIT-13 ETHICAL AND SOCIAL ISSUES IN ADVERTISING

Introduction

Social Issue in Advertising

Deception Advertising

Harmful Effects

Social Issues in Advertising

Review Questions

Further Readings

UNIT-14 MANAGEMENT OF ADVERTISING AGENCY

Introduction Function of Advertising Agency

Type of Advertising Agencies

Review Questions

Further Readings



UNIT-15 ADVERTISING PLAYS A VERY CRUCIAL ROLE IN

THE NATIONAL DEVELOPMENT

Introduction

Institutional Advertising

Designing the Advertising Campaign

Review Questions

Further Readings

SubjectName:INTERNATIONALMARKETINGMANAGEMENT SubjectCode:MBA576 PaperCode:IMM





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Unit-1 FRAMEWORK OF INTERNATIONAL MARKETING

Unit–2DEVELOPING A GLOBAL VISION THROUGH

MARKETING RESEARCH

Unit–3GLOBAL MARKETING MANAGEMENT – PLANNING

AND ORGANIZATION

Unit–4 PRODUCTS AND SERVICES FOR CONSUMERS

Unit–5 LICENSING, STRATEGIC ALLIANCES, FDI

Unit–6 PRICING DECISIONS

Unit–7 RECENT TRENDS IN INDIA'S FOREIGN TRADE

Unit–8 THE FUTURE OF GLOBAL MARKETING: SIX MAJOR

CHANGES IN GLOBAL MARKETING


InternationalMarketingManagement

UNIT-1 FRAMEWORK OF INTERNATIONAL MARKETING

Introduction

Scope And Challenges

Difference Between International Marketing And Domestic Marketing

The Dynamic Environment Of International Trade

Transition From Domestic To International Markets

Orientation Of Management And Companies

Review Questions

Further Readings

UNIT-2 DEVELOPING A GLOBAL VISION THROUGH

MARKETING RESEARCH

Introduction

Problems In Availability And Use Of Secondary Data

Problems In Gathering Primary Data

Multicultural Research

Problems In Analyzing And Interpreting Research Information

Responsibility For Conducting Marketing Research

Communicating With Decision Makers. Identifying Foreign Markets

Classification Based On Demand

Based On The Stage Of Development

Other Bases For Division Of World Markets Social And Cultural Environment

Basic Aspects Of Society And Culture,

Approaches To Cultural Factors,

Impact Of Social And Cultural Environment On Marketing Industrial And Consumer

Products

Review Questions

Further Readings

UNIT-3 GLOBAL MARKETING MANAGEMENT –

PLANNING AND ORGANIZATION

Introduction

Global Perspective

Global Gateways

Global Marketing Management

An Old Debate And A New View

Planning For Global Markets

Alternative Market Entry Strategies

Organizing For Global Competition

Review Questions


Further Readings

UNIT-4 PRODUCTS AND SERVICES FOR CONSUMERS Introduction

Products And Culture

Analyzing Product Components For Adaptation

Products For Consumers In Global Markets

Product Development, Product Adaptation,

Product Standardization,

Marketing Consumer Services Globally –

Marketing Of Services, Brands In International Markets Products And Services For

Businesses Demand In Global Business To Business Markets

Quality And Global Standards

Business Services

Trade Shows' Crucial Part Of Business To Business Marketing

Relationship Markets In Business To Business Context

Review Questions

Further Readings

UNIT-5 LICENSING, STRATEGIC ALLIANCES, FDI Introduction,

Licensing,

Strategic Alliances,

Manufacturing Subsidiaries,

Entry Modes And Marketing Control,

Optimal Entry Strategies.

Global Distribution Introduction,

Distribution As Competitive Advantage,

Rationalizing Local Channels, Wholesaling, Retailing,

Global Logistics,

Parallel Distribution,

Global Channel Design International Retailing International Expansion Of Retailers

Review Questions

Further Readings

UNIT-6 PRICING DECISIONS Introduction

Pricing Basics,

Marginal Cost Pricing And Its Importance,

Transfer Pricing,

Counter Trade, Systems Pricing,

Pricing And Positioning, Price Quotation

Inco Terms – Preparation Of Quotations.

Promotion Decisions


Promotions

Global Pricing Framework

Due To The Increased Shifting Sales Focussed Towards E.G. China,

India And Other Fast Developing Countries,

Global Industrial Companies Are Facing Sooner That Anticipated OnThe Complexity Of

Regional Pricing Differences.

By Using Advanced Price Indexing Techniques Global Price Setpoint And

Differentiation Issues Can Be Resolved By Defining The Relative And Absolute Price

Positioning.

Review Questions

Further Readings

UNIT -7 RECENT TRENDS IN INDIA'S FOREIGN TRADE Introduction

India's trade policy

Globalization in India,

Opportunities, Constraints and Initiatives India

Globalization in India

India’s Strengths,

Strategies for Sustainable Competitive Advantage,

Potential for Made in India, Major Globalization Initiatives from Indian Companies,

WTO Regulations and their implications for India,

Undesirable effects of globalization,

Government Initiatives needed to foster globalization

Review Questions

Further Readings

UNIT -8 THE FUTURE OF GLOBAL MARKETING: SIX

MAJOR CHANGES IN GLOBAL MARKETING Introduction

India's trade policy

Globalization in India,

Opportunities, Constraints and Initiatives India

Globalization in India

India’s Strengths,

Strategies for Sustainable Competitive Advantage,

Potential for Made in India, Major Globalization Initiatives from Indian Companies,

WTO Regulations and their implications for India,

Undesirable effects of globalization,

Government Initiatives needed to foster globalization

Review Questions

Further Readings

SubjectName:SALESMANAGEMENT SubjectCode:MBA577 PaperCode:SM





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UNIT ChapterName

Unit-1DEVELOPMENT AND ROLE OF SELLING IN

MARKETING

Unit–2 SALES STRATEGIES

Unit–3CONSUMER AND ORGANISATIONAL BUYER

BEHAVIOUR

Unit–4 SALES SETTINGS

Unit–5 INTERNATIONAL SELLING

Unit–6 SALES RESPONSIBILITIES AND PREPARATION

Unit–7 PERSONAL SELLING SKILLS

Unit–8 RELATIONSHIP SELLING

Unit–9 DIRECT MARKETING

Unit–10 INTERNET AND IT APPLICATIONS IN SELLING AND

SALES MANAGEMENT

Unit–11 RECRUITMENT AND SELECTION

Unit–12 MOTIVATION AND TRAINING

Unit–13 ORGANISATION AND COMPENSATION

Unit–14 SALES FORECASTING AND BUDGETING

Unit–15 SALESFORCE EVALUATION


SalesManagement

UNIT-01 DEVELOPMENT AND ROLE OF SELLING IN

MARKETING

Introduction

The Nature and Role of Selling

Characteristics of Modern Selling

Success Factors for Professional Salespeople

Image of Selling

The Nature and Role Of Sales Management

The Marketing Concept

Implementing the Marketing Concept

The Relationship between Sales And Marketing

Review Questions

Further Readings

UNIT-02 SALES STRATEGIES Introduction

The Planning Process

Establishing Marketing Plans

The Place of Selling In the Marketing Plan

Review Questions

Further Readings

UNIT-03 CONSUMER AND ORGANISATIONAL BUYER

BEHAVIOUR

Introduction

Differences between Consumer And Organisational Buying

Consumer Buyer Behaviour

Factors Affecting the Consumer Decision-Making Process

Organisational Buyer Behaviour

Factors Affecting Organisational Buyer Behaviour

Developments In Purchasing Practice

Relationship Management

Review Questions

Further Readings

UNIT-04 SALES SETTINGS Environmental and Managerial Forces That Impact on Sales

Sales Channels

Industrial/Commercial/Public Authority Selling

Selling For Resale

Selling Services

Sales Promotions

Exhibitions


Public Relations

Review Questions

Further Readings

UNIT-05 INTERNATIONAL SELLING Introduction

Economic Aspects

International Selling at Company Level

Cultural Factors in International Selling

Organisation for International Selling

Pricing

Review Questions

Further Readings

UNIT-06 SALES RESPONSIBILITIES AND PREPARATION Introduction

Self-Management

Relationship Management

Preparation

Review Questions

Further Readings

UNIT-07 PERSONAL SELLING SKILLS Introduction

The Opening

Need and Problem Identification

The Presentation and Demonstration

Dealing with Objections

Negotiation

Closing the Sale

Follow-Up

Review Questions

Further Readings

UNIT-8 RELATIONSHIP SELLING From Total Quality Management To Customer Care

Reverse Marketing

From Jit To Relationship Marketing Reverse Marketing

From Relationship Marketing To Relationship Selling

Tactics Of Relationship Selling

Review Questions

Further Readings

UNIT-9 DIRECT MARKETING Introduction

What Is Direct Marketing?


Database Marketing

Managing A Direct Marketing Campaign

Review Questions

Further Readings

UNIT-10 INTERNET AND IT APPLICATIONS IN SELLING

AND SALES MANAGEMENT

Introduction

Electronic Commerce and Electronic Procurement

Using Technology to Support Sales Activities

Category Management

Direct Product Profitability

Review Questions

Further Readings

UNIT-11 RECRUITMENT AND SELECTION Introduction

Preparation of the Job Description and Specification

Identification of Sources Of Recruitment And Methods Of

Communication

Designing an Effective Application Form and Preparing A Shortlist

The Interview

Supplementary Selection Aids review Questions

Further Readings

UNIT-12 MOTIVATION AND TRAINING Introduction

Motivational Theories

Category Type Characteristics

Setting Sales Targets or Quotas

Sales Contests

Leadership

Sales Management

Training

Skill Development

Stage Description

Review Questions

Further Readings

UNIT-13 ORGANISATION AND COMPENSATION Introduction

Geographical Structure

Account-Size Structure

Mixed Organisation

Organisation for International Sales

Determining the Number Of Salespeople

Establishing Sales Territories


Compensation

Review Questions

Further Readings

UNIT-14 SALES FORECASTING AND BUDGETING Introduction

Planning

Levels of Forecasting

Qualitative Techniques

Quantitative Techniques

Budgeting – Purposes

Budget Determination

The Sales Budget

Budget Allocation

Review Questions

Further Readings

UNIT-15 SALESFORCE EVALUATION Introduction

The Purpose of Evaluation

Setting Standards of Performance

Gathering Information

Measures of Performance

Appraisal Interviewing

Review Questions

Further Readings

DIRECTORATE OF DISTANCE EDUCATION INTEGRAL … · 2019-06-26 · Unit – 27 CASE STUDIES. Subject...

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Transcript of DIRECTORATE OF DISTANCE EDUCATION INTEGRAL … · 2019-06-26 · Unit – 27 CASE STUDIES. Subject...