Marketing & Human Resource Management

Cover
Contents
Preface
Acknowledgements
Syllabus
Pattern of Question Paper
Section I: Marketing
	Chapter 1: Introduction to Marketing
		1.1 Market and Marketing
			1.1.1 Meaning and Definition
			1.1.2 Considerations of Marketing
		1.2 Nature/Features of Marketing
		1.3 Importance of Marketing
		1.4 Scope of Marketing
		1.5 Marketing Concepts
			1.5.1 Production Concept
			1.5.2 Product Concept
			1.5.3 Selling Concept
			1.5.4 Marketing Concept
			1.5.5 Holistic Marketing Concept
		1.6 Role of Marketing Manager in a Changing Marketing Environment
		1.7 Difference Between Selling and Marketing
		1.8 Difference Between Traditional and Modern Concepts of Marketing
		1.9 Market Opportunity Analysis
		1.10 Importance of Market Opportunity Analysis
		1.11 Marketing Research
			1.11.1 Definitions of Marketing Research
			1.11.2 Nature/Features of Marketing Research
			1.11.3 Need and Importance of Marketing Research
			1.11.4 Marketing Research Process
		1.12 Marketing Information System
			1.12.1 Definition and Features
		1.13 Importance/Benefits of Marketing Information System in Marketing Decisions
		1.14 Components of Marketing Information System
		1.15 Difference Between Marketing Research and Marketing Information System
		Review Questions
		Objective Type Questions
		Answer Key
	Chapter 2: Consumer Behaviour and Market Segmentation
		2.1 Consumer Behaviour
			2.1.1 Meaning and Definition
			2.1.2 Nature of Consumer Behaviour
			2.1.3 Factors Influencing Consumer Behaviour
			2.1.4 Consumer Buying Decision Process
			2.1.5 Consumer Involvement
		2.2 Market Segmentation
			2.2.1 Meaning and Definition
			2.2.2 Nature of Market Segmentation
			2.2.3 Bases for Market Segmentation
			2.2.4 Segmenting Consumer Market
			2.2.5 Advantages/Benefits of Market Segmentation
		2.3 Niche Marketing
			2.3.1 Advantages of Niche Marketing
			2.3.2 Problems in Niche Marketing
			2.3.3 Mass Marketing versus Niche Marketing
		2.4 Customer Relationship Management
			2.4.1 Meaning and Definition
			2.4.2 Need and Importance of CRM
			2.4.3 Techniques of Building CRM
		Review Questions
		Objective Type Questions
		Answer Key
	Chapter 3: Marketing Mix
		3.1 Marketing Mix
			3.1.1 Meaning
			3.1.2 Definition
			3.1.3 Characteristics/Features/Nature of Marketing Mix
			3.1.4 Elements of Marketing Mix
		3.2 Product Mix
		3.3 Product Life Cycle
			3.3.1 Introductory Stage
			3.3.2 Growth Stage
			3.3.3 Maturity Stage
			3.3.4 Decline Stage
		3.4 Branding
			3.4.1 Meaning
			3.4.2 Definition
			3.4.3 Significance of Branding
			3.4.4 Brand Selection
			3.4.5 Brand Extension
			3.4.6 Brand Positioning
			3.4.7 Brand Equity
		3.5 Price Mix
			3.5.1 Factors Affecting Pricing
			3.5.2 Methods of Pricing
		3.6 Place Mix
			3.6.1 Direct and Indirect Marketing Channels
			3.6.2 Choice of Channel of Distribution
			3.6.3 Managing Channel Intermediaries
		3.7 Promotion Mix
			3.7.1 Factors Governing Promotion Mix
			3.7.2 Elements of Promotion Mix
			3.7.3 Role of Advertising in Promotion
			3.7.4 Role of Salesmanship
			3.7.5 Significance of Personal Selling or Salesmanship
			3.7.6 Role of Public Relations in Promotion
			3.7.7 Promotion Tools
		Review Questions
		Objective Type Questions
		Objective Type Questions
		Answer Key
	Chapter 4: Recent Trends in Marketing
		4.1 Service Marketing
			4.1.1 Introduction and Definition of Service Marketing
			4.1.2 Features of Services
			4.1.3 Problems in Marketing Services
		4.2 Rural Marketing in India
			4.2.1 Introduction
			4.2.2 Definitions
			4.2.3 Features of Rural Marketing
			4.2.4 Profile of Rural Consumers
			4.2.5 Profile of Rural Demand
			4.2.6 Factors Contributing to the Growth of Rural Markets
			4.2.7 Problems in Rural Marketing
			4.2.8 Measures for Effective Rural Marketing
		4.3 Social Marketing
			4.3.1 Meaning and Introduction
			4.3.2 Applications of Social Marketing
			4.3.3 Advantages of Social Marketing
		4.4 Green Marketing
			4.4.1 Evolution of Green Marketing
			4.4.2 Reasons for Green Marketing
			4.4.3 Advantages of Green Marketing
			4.4.4 Challenges of Green Marketing
		4.5 Event Marketing
			4.5.1 Introduction
			4.5.2 Features of Event Marketing
			4.5.3 Importance of Event Marketing
		4.6 Internet Marketing
			4.6.1 Meaning
			4.6.2 Components of Internet Marketing
			4.6.3 Effectiveness of Internet Marketing
			4.6.4 Ways to Conduct Internet Marketing
			4.6.5 Advantages of Internet Marketing
			4.6.6 Disadvantages of Internet Marketing
		4.7 Telemarketing
			4.7.1 Definition
			4.7.2 Meaning
			4.7.3 Types of Telemarketing
			4.7.4 Advantages of Telemarketing
			4.7.5 Disadvantages of Telemarketing
		4.8 Retail Marketing
			4.8.1 Types of Major Retail Outlets
			4.8.2 Retail Marketing Decisions
			4.8.3 Trends in Retailing in India
		Review Questions
		Objective Type Questions
		Answer Key
	Case Studies
		Introduction to Marketing
		Consumer Behaviour
		Market Segmentation
		Marketing Mix
		Recent Trends in Marketing
Section II: Human Resource Management
	Chapter 5: Introduction to Human Resource Management
		5.1 Introduction
		5.2 Meaning of Human Resource Management
		5.3 Definitions of Human Resource Management/Personnel Management
		5.4 Nature/Features of Human Resource Management
			5.4.1 Application of Management Principles
			5.4.2 People-oriented Process
			5.4.3 Integrated Decision Making
			5.4.4 Skilled Process
			5.4.5 Better Results for Organization
			5.4.6 Continuous Activity
			5.4.7 Applicable to Non-business Organization
		5.5 Importance of Human Resource Management
		5.6 Functions of Human Resource Management
			5.6.1 Planning
			5.6.2 Organizing
			5.6.3 Directing
			5.6.4 Controlling
		5.7 Role of a Human Resource Manager
		5.8 Challenges Faced by Human Resource Managers
			5.8.1 Recruitment and Selection
			5.8.2 Emotional and Physical Stability of Employees
			5.8.3 Balance Between Management and Employees
			5.8.4 Training, Development and Compensation
			5.8.5 Performance Appraisal
			5.8.6 Dealing with Trade Union
		5.9 Human Resource Planning
			5.9.1 Meaning
			5.9.2 Definition
		5.10 Importance of Human Resource Planning
			5.10.1 Need for Quality Manpower
			5.10.2 Recruitment and Selection of Employees
			5.10.3 Coping with Changes and Challenges Through Training
			5.10.4 Improvement in the Quality of Work Life
		5.11 Steps in Human Resource Planning
			5.11.1 Analysing Organizational Objectives
			5.11.2 Inventory of Present HumanResources
			5.11.3 Forecasting Demand and Supply of Human Resource
			5.11.4 Estimating Manpower Gaps
			5.11.5 Formulating the Human Resource Action Plan
			5.11.6 Monitoring, Control and Feedback
		5.12 Job Analysis
			5.12.1 Meaning
			5.12.2 Definition of Job Analysis
			5.12.3 Process of Job Analysis
			5.12.4 Uses of Job Analysis
		5.13 Recruitment
			5.13.1 Meaning and Definition
			5.13.2 Sources of Recruitment
		5.14 Selection
			5.14.1 Meaning and Definition
			5.14.2 Steps Involved in Selection Procedure
		5.15 Employment Tests
			5.15.1 Meaning
			5.15.2 Definition of Tests
			5.15.3 Role of Employment Tests
			5.15.4 Types of Employment Tests
		5.16 Selection Interview
			5.16.1 Meaning
			5.16.2 Role of Interview in the Selection Procedure
		5.17 Types of Interview
			5.17.1 Formal Interview
			5.17.2 Informal Interview
			5.17.3 Stress Interview
			5.17.4 Situation Interview
			5.17.5 Directive Interview
			5.17.6 Non-directive Interview
			5.17.7 Panel Interview
			5.17.8 Group Interview
			5.17.9 Depth Interview
		5.18 Placement
			5.18.1 Meaning of Placement
			5.18.2 Importance of Placement
		5.19 Induction
			5.19.1 Meaning and Definition
			5.19.2 Importance of Induction
		Review Questions
		Objective Type Questions
		Answer Key
	Chapter 6: Human Resource Development
		6.1 Meaning of HRD
		6.2 Definitions of HRD
		6.3 Features of HRD
		6.4 Scope of HRD
		6.5 Objectives of HRD
		6.6 HRD Functions
		6.7 Training and Development
			6.7.1 Meaning
			6.7.2 Defi nition of Training
			6.7.3 Need for Training
			6.7.4 Importance of Training
			6.7.5 Types of Training
			6.7.6 Methods of Training
		6.8 Performance Appraisal
			6.8.1 Meaning
			6.8.2 Features of Performance Appraisal
			6.8.3 Need for Performance Appraisal
			6.8.4 Methods of Performance Appraisal
			6.8.5 Importance/Advantages of Performance Appraisal
			6.8.6 Problems/Disadvantages of Performance Appraisal
			6.8.7 Methods of Performance Appraisal
		6.9 Employee Retention
			6.9.1 Benefits of Employee Retention
			6.9.2 Methods of Employee Retention
			6.9.3 Retention Management Strategies
		6.10 Compensation
			6.10.1 Meaning
			6.10.2 Compensation System
			6.10.3 Objectives of Compensation
		6.11 Incentives
			6.11.1 Meaning
			6.11.2 Definition
			6.11.3 Types of Incentives
			6.11.4 Advantages of Incentive Plan
			6.11.5 Disadvantages of Incentive Plan
		6.12 Performance-linked Pay
			6.12.1 Meaning
			6.12.2 Advantages of Performance-linked Reward
			6.12.3 Disadvantages of Performance-linked Reward
		Review Questions
		Objective Type Questions
		Answer Key
	Chapter 7: Human Relations
		7.1 Human Relations: Concept and Definition
		7.2 Nature of Human Relations
		7.3 Factors Affecting Human Relations
			7.3.1 Individual
			7.3.2 Work Group
			7.3.3 Work Environment
			7.3.4 Leader
		7.4 Importance of the Human Relations Approach
		7.5 Measures to Improve Human Relations
		7.6 Leadership
			7.6.1 Meaning and Definition of Leadership
			7.6.2 Qualities/Traits of Leadership
			7.6.3 Leadership Styles
		7.7 Motivation
			7.7.1 Introduction to Motivation
			7.7.2 Definition of Motivation
			7.7.3 Characteristics/Features of Motivation
			7.7.4 Motivational Factors
			7.7.5 Motivation Theories
			7.7.6 Employee Morale
		7.8 Grievance Handling
			7.8.1 Introduction and Definition of Grievance
			7.8.2 Features of Grievance
			7.8.3 Causes of Grievances
			7.8.4 Effects of Grievance
			7.8.5 Need for a Formal Procedure to Handle Grievances
			7.8.6 Discovery of Grievances
			7.8.7 Grievance Procedure
			7.8.8 Features of a Good Grievance Handling Procedure
		Review Questions
		Objective Type Questions
		Answer Key
	Chapter 8: Current Issues in HRM
		8.1 Human Resource Accounting
			8.1.1 Meaning
			8.1.2 Definition
			8.1.3 Need for HRA
			8.1.4 Objectives of HRA
			8.1.5 Methods of Valuation of Human Resources
			8.1.6 Benefits of HRA
			8.1.7 Limitations of HRA
		8.2 Human Resource Audit
			8.2.1 Meaning
			8.2.2 Objectives of HR Audit
			8.2.3 Areas of HR Audit
			8.2.4 Advantages of HR Audit
		8.3 Group Dynamics and Team Building
			8.3.1 Meaning
			8.3.2 Importance of Group Dynamism
		8.4 Team Building
			8.4.1 Meaning
			8.4.2 Importance of Team Building
		8.5 Emotional Quotient and Mentoring
			8.5.1 Meaning
			8.5.2 Definitions
			8.5.3 Components of Emotional Intelligence
			8.5.4 Benefits of Emotional Intelligence
		8.6 Mentoring
			8.6.1 Meaning
			8.6.2 Definitions
			8.6.3 Characteristics of Mentoring
			8.6.4 Importance of Mentoring
		8.7 Career Planning
			8.7.1 Definitions
			8.7.2 Features of Career Planning and Career Development
			8.7.3 Objectives of Career Planning
			8.7.4 Benefits of Career Planning
		8.8 Career Development
			8.8.1 Meaning
			8.8.2 Definitions
			8.8.3 Features
			8.8.4 Importance of Career Development
		8.9 Succession Planning
			8.9.1 Meaning
			8.9.2 Importance of Succession Planning
		8.10 Empowerment
			8.10.1 Meaning
			8.10.2 Definitions
			8.10.3 Importance of Employee Empowerment
		8.11 Employee Participation
			8.11.1 Meaning
			8.11.2 Features
		8.12 Emerging Challenges in HRM
		8.13 Workplace Diversity
			8.13.1 Meaning
			8.13.2 The Challenges of Workplace Diversity
		8.14 Downsizing
			8.14.1 Meaning
			8.14.2 Factors Infl uencing Downsizing
		8.15 Outsourcing
			8.15.1 Meaning
			8.15.2 Benefits of Outsourcing
		8.16 Safety and Security Management
			8.16.1 Meaning and Importance
			8.16.2 Causes of Accidents
			8.16.3 Techniques for Improving Safety and Security of Employees
			8.16.4 Need for Safety
			8.16.5 Benefits to the Organization
			8.16.6 Benefi ts to the Employee
		Objective Type Questions
		Answer Key
Case Studies
	Introduction to Human Resource Management
	Human Resource Development
	Human Relations
	Current Issues in HRM
Model Question Papers
Index