FUNDAMENTALS OF MARKETING - · PDF fileDr Vikas Saraf Pawan Thakur ... Vidyasagar Institute of...
Transcript of FUNDAMENTALS OF MARKETING - · PDF fileDr Vikas Saraf Pawan Thakur ... Vidyasagar Institute of...
10-G:\Laxmi Publications 1\Fundamentals of Marketing\Title.PMD
FUNDAMENTALS OF MARKETING
10-G:\Laxmi Publications 1\Fundamentals of Marketing\Title.PMD
FUNDAMENTALS OFMARKETING
By
Dr Vikas Saraf Pawan ThakurPh.D., M.B.A, FDP-IIM, Indore M.C.A, M.A. (Eco.), M.Phil,
Professor & Director, Assistant Professor, Department of Computer
Vidyasagar Institute of Management, Bhopal. Application & Information Technology,
(Barkatullah University, Bhopal) Vidyasagar Institute of Management, Bhopal.
Former Joint Director, The Institute of Cost (Barkatullah University, Bhopal)
& Works Accountants of India (ICWAI) Secretary SCIT Group of Institutions, Bhopal
UNIVERSITY SCIENCE PRESS(An Imprint of Laxmi Publications (P) Ltd.)
BANGALORE CHENNAI COCHIN GUWAHATI HYDERABAD
JALANDHAR KOLKATA LUCKNOW MUMBAI RANCHI
NEW DELHI BOSTON, USA
FUNDAMENTALSOFMARKETING
Copyright©byLaxmiPublica�ons (P) Ltd.
Allrightsreservedincludingthoseoftransla�onintootherlanguages.InaccordancewiththeCopyright(Amendment)Act,2012,nopartof thispublica�onmaybe reproduced, stored ina retrieval system,or transmi�ed inany formorbyanymeans,electronic,
mechanical,photocopying,recordingorotherwise.Anysuchactorscanning,uploading,andorelectronicsharingofanypartofthisbookwithoutthepermissionofthepublishercons�tutesunlawfulpiracyandthe�ofthecopyrightholder's intellectualproperty.Ifyouwouldliketousematerialfromthebook(otherthanforreviewpurposes),priorwri�enpermissionmustbeobtainedfrom
thepublishers.
Printedandbound in IndiaTypeset at Excellent Graphics, Delhi
FirstEdi�on:2014ISBN978-93-83828-30-2
LimitsofLiability/DisclaimerofWarranty:Thepublisherandtheauthormakenorepresenta�onorwarran�eswithrespecttotheaccuracyorcompletenessofthecontentsofthisworkandspecificallydisclaimallwarran�es.Theadvice,strategies,andac�vi�es
contained herein may not be suitable for every situa�on. In performing ac�vi�es adult supervision must be sought. Likewise,commonsenseandcareareessen�altotheconductofanyandallac�vi�es,whetherdescribedinthisbookorotherwise.Neitherthepublishernortheauthorshallbeliableorassumesanyresponsibilityforanyinjuriesordamagesarisingherefrom.Thefactthat
anorganiza�onorWebsiteifreferredtointhisworkasacita�onand/orapoten�alsourceoffurtherinforma�ondoesnotmeanthat the author or thepublisher endorses the informa�on theorganiza�onorWebsitemayprovideor recommenda�ons itmaymake.Further,readersmustbeawarethattheInternetWebsiteslistedinthisworkmayhavechangedordisappearedbetweenwhen
thisworkwaswri�enandwhen it is read.
All trademarks, logos or any other mark such as Vibgyor, USP, Amanda, Golden Bells, Firewall Media, Mercury, Trinity, Laxmiappearing in this work are trademarks and intellectual property owned by or licensed to Laxmi Publica�ons, its subsidiaries oraffiliates.Notwithstandingthisdisclaimer,allothernamesandmarksmen�oned inthisworkarethetradenames,trademarksor
servicemarksoftheirrespec�veowners.
PUBLISHED ININDIA BY
113,GOLDENHOUSE, DARYAGANJ,
NEWDELHI - 110002, INDIA
Telephone :91-11-43532500,43532501
Fax :91-11-23252572,43532528
www.laxmipublica�ons.com info@laxmipublica�ons.com
Branches
C—
Printedat
UNIVERSITY SCIENCE PRESS(An Imprint of Laxmi Publications Pvt.Ltd.)
10-G:\Laxmi Publications 1\Fundamentals of Marketing\Title.PMD
THIS BOOK IS DEDICATED TO OUR
PARENTS, MRS. SARIKA SARAF,
MRS. SIKMA THAKUR, KU. VEDIKA
SARAF, MASTER VIDEH SARAF
AND MASTER SARTHAK THAKUR.
10-G:\Laxmi Publications 1\Fundamentals of Marketing\Title.PMD
ContentsChapters Pages
UNIT–I (1-60)
1. Marketing: Nature, Scope and Importance 3–161.1 Introduction ... 31.2 Evolution of Marketing ... 41.3 Meaning and Definition of Marketing ... 51.4 Features of Marketing ... 61.5 Marketing Management ... 61.6 Functions of Marketing Management ... 71.7 Nature of Marketing ... 81.8 The Marketing Concept ... 91.9 Difference between Marketing and Selling ... 111.10 Marketing Myopia ... 121.11 Scope/Functions of Marketing ... 121.12 Utilities of Marketing ... 131.13 Types of Marketing ... 141.14 Importance of Marketing ... 151.15 Role of Marketing in an Organization ... 16
2. Marketing Environment 17–242.1 Introduction ... 172.2 Meaning and Definition ... 172.3 Marketing Environment ... 182.4 Features of Business Environment ... 202.5 Environmental Scanning ... 202.6 Importance of Business Environment ... 23
3. Marketing Mix and Marketing Plan 25–343.1 Introduction ... 253.2 Meaning and Definitions of Marketing Mix ... 263.3 Features of Marketing Mix ... 263.4 Components of Marketing Mix ... 273.5 4cs of Marketing Mix ... 303.6 Introduction to Marketing Planning ... 313.7 Meaning and Definition of Marketing Planning ... 313.8 Elements of Marketing Plan ... 323.9 Process of Marketing Plan ... 323.10 Importance of Marketing Plan ... 33
4. Market Segmentation, Targeting and Positioning 35–454.1 Introduction ... 354.2 Meaning and Definition of Market Segmentation ... 36
( vii )
10-G:\Laxmi Publications 1\Fundamentals of Marketing\Title.PMD
4.3 Market Segmentation Objectives ... 374.4 Bases of Market Segmentation ... 374.5 Levels of Market Segmentation ... 394.6 Importance of Market Segmentation ... 404.7 Market Targeting ... 404.8 Meaning and Definition of Market Targeting ... 414.9 Selection of Target Segments ... 414.10 Targeting Strategies ... 424.11 Positioning ... 424.12 Meaning and Definition of Positioning ... 434.13 Steps to Product Positioning ... 434.14 Positioning Strategies ... 44
5. Consumer Behaviour 46–605.1 Introduction ... 465.2 Meaning And Definition of Consumer Behaviour ... 475.3 Characteristics of Consumer Behaviour ... 475.4 Types of Consumer Buying Behaviour ... 485.5 Importance of Understanding Consumer Behaviour ... 495.6 Determinists of Consumer Behaviour ... 495.7 Process of Buying Decisions ... 515.8 Cognitive Dissonance ... 525.9 Consumer Behaviour Models ... 53
UNIT–II (61-126)
6. Product Concepts and Product Life Cycle 63–766.1 Introduction ... 636.2 Meaning and Definition of Product ... 646.3 Product Classification ... 646.4 Product Mix ... 666.5 Product Line ... 676.6 BCG Model ... 686.7 Product Life Cycle Concept and Meaning ... 726.8 Characteristics of Product Life Cycle ... 736.9 Stages of Product Life Cycle ... 736.10 Strategies of Product Life Cycle ... 76
7. Product Planning, Development and Product Identification 77–907.1 Introduction ... 777.2 Product Planning Concept and Meaning ... 787.3 Objectives/Need/Importance of New Product ... 787.4 Product Development ... 797.5 Steps Involved in New Product Development (NPD) Process ... 797.6 Product Identification: an Introduction ... 827.7 Branding ... 83
Chapters Pages
( viii )
10-G:\Laxmi Publications 1\Fundamentals of Marketing\Title.PMD
7.8 Trademark ... 837.9 Distinction between Brand and Trademark ... 837.10 Objectives of Branding ... 847.11 Essentials of Good Brand ... 857.12 Brand Positioning ... 867.13 Packaging ... 877.14 Levels/Classification of Packaging ... 877.15 Objectives of Packaging ... 887.16 Functions/Importance of Packaging ... 89
8. Pricing 91–1008.1 Introduction ... 918.2 Meaning of Price ... 918.3 Importance of Pricing ... 928.4 Objectives of Pricing ... 928.5 Factors Affecting Pricing ... 938.6 Methods of Pricing ... 958.7 Pricing of New Products ... 988.8 New Product Pricing Methods and Strategy ... 98
9. Marketing Communication and Marketing Research 101–1209.1 Introduction ... 1019.2 Meaning and Definition ... 1029.3 Objective of Marketing Communication ... 1029.4 Process of Marketing Communication ... 1039.5 Barriers in Marketing Communication ... 1059.6 Elements of Marketing Communication Mix ... 1079.7 Tools of Marketing Communication ... 1079.8 Integrated Marketing Communication ... 1089.9 Introduction to Market Research ... 1099.10 Meaning and Definition of Marketing Research ... 1099.11 Nature and Scope of Marketing Research ... 1109.12 Need of Marketing Research ... 1119.13 Characteristics of Marketing Research ... 1119.14 The Marketing Research Process ... 1129.15 Marketing Information System (MIS) ... 1159.16 Types of Marketing Research ... 1179.17 Importance of Marketing Research ... 119
10. Promotion Mix 121–12610.1 Introduction ... 12110.2 Meaning and Definition ... 12110.3 Components of Promotion Mix ... 12210.4 Factors Governing Promotion Mix ... 124
Chapters Pages
( ix )
10-G:\Laxmi Publications 1\Fundamentals of Marketing\Title.PMD
UNIT–III (127-204)
11. Advertising 129–14511.1 Introduction ... 12911.2 History of Advertising in India ... 13011.3 Evolution of Advertising ... 13211.4 Meaning and Definition ... 13211.5 Features of Advertising ... 13311.6 Essentials of Advertising ... 13311.7 The 5-Ms of Advertising ... 13411.8 Objectives/Functions of Advertising ... 13511.9 Types of Advertising ... 13711.10 Advertising Strategies for the Stages of the Product Life Cycle (PLC) ... 13811.11 Benefits or Importance of Advertisement ... 13911.12 Ethics in Advertising ... 14111.13 Steps in Scientific Advertising Campaign ... 14311.14 Criticisms of Advertising ... 144
12. Advertising Budget, Media and Public Relations 146–17012.1 Introduction ... 14612.2 Meaning and Definition ... 14712.3 Advertising Budgeting Methods ... 14712.4 Advertisement Copy ... 14812.5 Essentials of Effective Advertisement Copy ... 14912.6 Elements of Advertising Copy ... 15012.7 Measurement of Advertising Effectiveness ... 15112.8 Dagmar Model ... 15212.9 Methods of Advertising Evaluation ... 15312.10 Advertising Agencies ... 15712.11 Media ... 16312.12 Public Relations (PR) ... 16712.13 Objectives of Public Relations ... 16812.14 Components of Public Relations ... 16812.15 Importance of Public Relations ... 16912.16 Developing a Marketing Public Relations Plan ... 169
13. Personal Selling and Management of Sales Force 171–18713.1 Introduction ... 17113.2 Meaning and Definition ... 17213.3 Characteristics of Personal Selling ... 17213.4 Qualities of a Good Salesman ... 17613.5 Advantages and Disadvantages of Personal Selling ... 17713.6 Importance of Personal Selling ... 17813.7 Meaning of Recruitment ... 17813.8 Process of Recruitment ... 17913.9 Training of Salesmen ... 180
Chapters Pages
( x )
Fundamentals of Marketing
Publisher : Laxmi Publications ISBN : 9789383828302 Author : Vikas Saraf AndPawan Thakur
Type the URL : http://www.kopykitab.com/product/6896
Get this eBook
40%OFF