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