Marketing Management

Title
Contents
Chapter 1 Marketing Management Today
	Tata Shows The Way
	The Great Indian Market
		Issues and Challenges in Marketing in India
	Marketing as a Concept
		Marketing Orientation and How Can it be Employed in Organisations
	Types of Orientations Prevalent in Organisations
		Marketing Orientation vis-a-vis Selling Orientation
		Relationship Marketing
		Focus on Internal Customer
		Market Driven Organisations
	Marketing as a ‘Process’
		The Needs, Wants and Demands of a Customer
		Markets, Marketplace, Virtual and Metamarkets
		Metamarkets
		Interactive Technology and Marketing Mix
		Marketing as a Managerial Function
	McDonald’s in India
		Role of Marketing in Modern Organisations
		Integrative Function of Marketing
	Purpose of Marketing
		Market Development
		Customer Acquisition
		Customer Retention
		Customer Loyalty
		Fighting Competition
		Social Equity
	The Marketing Mix
		Marketing Tasks
	Three Stages of Marketing Practice
		Entrepreneurial Marketing
		Formulated Marketing
		Intrapreneurial Marketing
		Customer Equity
	New Marketing Horizons
		Cause Marketing
	Summary
	Power Points
	Questions For Discussion
	Annexure: Green Marketing
Section 1 THE MARKETING ENVIRONMENT
	Chapter 2 The Customer
		Men Makeup 90% of the Mobile Web Users
		Customer Lifecycle and its Stages
			Prospects
			First Time Buyers
			Repeat Buyers
			Core Customers
			Defectors
		Customer Acquisition and Customer Retention
			Factors that Drive Customer Acquisition
			Altering Acquisition Rates
			Improving Retention Rates
		Customer Value and Value Maximisation Strategies
			Customer Value from Customer’s Perspectives
			Experience as a Value
			Firm’s Perspective of Customer Value
			Contemporary Model on Customer Value
			Value Creation by the Firm
			Customer Value and Relationship Marketing
		Customer Value and Loyalty
			Strategy for Customer Engagement
		Financial Dimensions of Customer Acquisition and Retention
			Costs and Profits in Customer Acquisition and Retention
		Summary
		Power Points
		Questions for Discussion
	Chapter 3 The Competition
		Nokia Loses to Samsung
		Significance of Competition
		Factors Contributing to Enhanced Inter-Firm Rivalry
			Low Barriers
			Barriers to Entry and Exit in any Market
		Stages and Forms of Competition
			Stages of Competition
			Forces Driving/Shaping Competition
			Forms of Competition
		Framework for Competitive Analysis
			Analysing the Competitor Strengths and Weaknesses
			Customer’s Perception of Competitors
			How Well Entrenched in a Segment
			Gaps Left by Competitors
			Competitor Profile Analysis
		Preparing a War Map
			Competitive Arena Mapping
			Segmentation Matrix
		Response to Competition
			Competition Based on Network
		Summary
		Power Points
		Questions For Discussion
Section 2 ASSEMBLING THE MARKETING TOOLBOX
	Chapter 4 Marketing Planning
		Tata Motors—ACE
		Market Opportunity
			Size of the Market
			Extent and Quality of Services Rendered by Competitors
			Marketing Programmes Required to Satisfy the Customer
			Identification of Key Success Factors and Linking to Firm’s Strengths and Weak-nesses
		Product-Market Selection
			Making Product-Market Choices
		Approaches to Marketing Planning
			Profit Impact of Marketing Strategies (PIMS)
			Portfolio Methods
		Structure of Marketing Plan
			Objectives
			Marketing Strategy
			Implementation Programme
			Projected Profit and Loss Statement
			Control Systems
		Process of Marketing Planning
			Participation
			Scheduling
			Review
			Monitoring
		Summary
		Power Points
		Questions for Discussion
	Chapter 5 Marketing Research and Information Systems
		Data and Information Key to Marketing Decisions
		Marketing Research in Taking Marketing Decision
		Marketing Research Process
			Problem Definition
			Statement of Research Objectives
			Research Design
			Sources of Data
			Sampling Procedure
			Data Collection
			Data Analysis
			Report and Presentation
		Applications of Marketing Research—Some Examples
			Retail Store Audit
			Product Testing
			Corporate Image Study
		Marketing Intelligence System
			Marketing Information Systems
			Decision Making
		Data Mining and Warehousing
			Data Warehousing
			Data Mining
			Data Mining and CRM
		Customer Relationship Management
			Standard Life
			Future Trends: Online Mining (OLM) and Web Mining (WM)
		Big Data
		Summary
		Power Points
		Questions For Discussion
	Chapter 6 Consumer Behaviour
		Indian Consumer Market Likely to be World’s Largest Consumer Market by 2030
		Indian Consumer Shaping the Market Opportunity
		Myths About the Consumer
		Buyer—An Enigma
		Online Buyer Behaviour
		What Does the Customer Buy?
			High Involvement Products
			Low Involvement Products
			Buying Situations
			Buyer Motivations
		Consumer Decision Making
			Market Values Sought by Users
			Market Values Sought by Decision Maker
			Market Values Sought by Buyers
			The Consumer Decision-making Process
		Influences on Buyer Behaviour
			Cultural Influences
			Social Influence
			Demographic Influences
			Growth of Urbanisation in India
			Self Concept
			Psychographic Variables
			Lifestyle
			Personality
		Tools to Study Buyer Behaviour
			Surveys
			Projective Techniques
			Focus Group Discussions
		Summary
		Power Points
		Questions for Discussion
	Chapter 7 Organisational Buying Behaviour
		Vendor Development—The Case of Tata Motors
		Introduction
			How Does the Indian Industry Buy?
		Value Maximisation in Organisational Purchase
			Hierarchy of Customer Values
		Organisational Buyer Versus Consumer
			Factors Differentiating Organisational Buyer from a Household Buyer
			Organisational Customer
			Buying Centre
			Buying Criterion
			Decision Making Process
		Buying Situations
			Straight Rebuy
			Modified Rebuy
			New Task
			Influences on Buying Decisions
		Impact of Technology on Organisational Purchase
			Impact of ICT on Organisational Purchase Decisions
		Summary
		Power Points
		Questions for Discussion
	Chapter 8 Segmenting and Targeting
		Fastrack Creates a New Paradigm in Youth Fashions
		Segmentation and its Need
			Definition
			Need for Segmentation
		Basis for Segmentation
			Bases for Segmenting the Market
			Segmenting Industrial Markets
		Requirements for Effective Segmentation
			Three Stages of Market Segmentation
			Requirements for Effective Segmentation
		Targeting and Positioning Brand
			Targeting and Positioning
		Summary
		Power Points
		Questions For Discussion
	Chapter 9 Market Measurement and Demand Forecasting
		Titan Uses Advance Planning System For Forecasting The Market Demand
		Introduction
		Key Terms in Forecasting
			Markets to Study
		Tools for Estimating Future Market Demand
			Qualitative Tools
			Quantitative Techniques
		Tools for Estimating Current Demand
			Market Potential Estimation
			Territory Market Potential Estimation
			Estimating Existing and Potential Customers
			Industry Sales and Market Shares
		Summary
		Power Points
		Questions For Discussion
Section 3 CREATING OF CUSTOMER VALUE
	Chapter 10 Product Management
		Innovation in Product Design—The Case of Samsung
		Significance of Innovations and Environmental Impact Analysis
		Product Decisions
			Product—Key Concepts
		Product Life Cycle
			Why Profits Peak Before Sales Do
			PLC: Conditions and Strategies in Different Phases
			Why Changes Occur in the Product Life Cycle
			Locating Products or Brands in their Life Cycles
		Emerging Issues in Product Policy
			Adapting Products to Local Conditions
			Threats from Duplication
			Quality Improvement
			Total Quality Management
			Product Performance
		Ethics in Product Marketing
			Unethical Behaviour Towards Customers
			Product Liability
			Product Compatibility with the Environment
		Summary
		Power Points
		Questions For Discussion
	Chapter 11 New Product Decisions
		Tata’s Nano Car—A New Approach to Product Development
		Indian Market and New Product Development
			Lessons from New Product Introductions Post 2000
		New Product
			Factors Contributing to New Product Development
		New Product Development Process
			Stage I: Idea Generation
			Stage II: Identifying Prospects and Defining Target Markets
			Stage III: Concept Development and Testing
			Stage IV: Feasibility Analysis
			Stage V: Product Development
			Stage VI: Test Marketing
			Stage VII: Commercialisation
		Branding Decisions
			Manufacturer’s Brand Policy or National Brand Policy
			Distributor’s or Store Brand Policy
			Mixed Brand Policy
			Positioning
		Innovations and New Product Development
			Sources of Innovation
		Theory of Diffusion of an Innovation/New Product Idea
			Innovators
			Early Adopters
			Early Majority and Late Majority
			Laggards
			Role of Opinion Leadership and Social Networks in New Product Diffusion
		Organisation of New Products
			Formation of Venture Groups
			Marketing Department
			R&D Department
			Planning Department
		Internet and New Product Development
		Summary
		Power Points
		Questions For Discussion
	Chapter 12 Brand Management and Decisions
		Managing Brands as Value Brand Assets
		Brands Connection with the Customers
			Factors in Brand Power
		Brand Equity
			Brand Valuation
			Brand Loyalty
			Brand Awareness
			Brand Associations
			Perceived Quality
			Other Proprietary Assets
		Brand Building Process
			Brand Environment
			Brand Vision
			Brand Values
			Brand Objectives
			Brand Strategy
			Implementation Plan
		Power of Internet and Brand Management
			Word-of-Mouth Publicity
		Brand Archetypes
		Summary
		Power Points
		Questions For Discussion
	Chapter 13 Customer Service
		Creating Sustainable Value through Customer Service
		Role and Significance of Customer Service in Corporate Strategy
			Lessons from Service Leaders
		Service Quality
			Service Quality Parameters
		Measurement of Service Quality
		Organisational Issues in Delivering Service Quality
			Developing a Shared Service Vision
			Planning for Service
			Role Clarity and Empowering People
			Customer Service and Satisfaction is a Result of Team Work
			Performance Measurement and Reward Systems
			Research
			Training of People
		Summary
		Power Points
		Questions For Discussion
	Chapter 14 Pricing Decisions
		Strategies to Attract and Retain Price Sensitive Customer
		Significance of Price in Marketing Decisions
		Pricing Objectives of Different Firms
			Maximise Current Profits and Return on Investment
			Exploit Competitive Position
			Survival in a Competitive Market
			Balancing Price Over Product Line
			Demand Estimation
			Price Sensitivity
		Pricing Decision Framework
			Customer Demand
			Costs
			Corporate Objectives
			Competitor Reactions
			Government Policy
			Barriers in the Industry
		Pricing Methods and Procedures Used by Firms
			Cost Oriented Method
			Going Rate or ‘Follow the Crowd’
			Sealed Bid Pricing
			Customer Oriented or Perceived Value Pricing
		Pricing Strategies, Tactics, and Policies
			Types of Pricing Strategies
			Pricing Tactics
		Ethics in Pricing Decisions
			Consortium Pricing
			Bid Rigging
			Price Discrimination
			Dumping
		Summary
		Power Points
		Questions For Discussion
Section 4 COMMUNICATION AND DELIVERANCE OF CUSTOMER VALUE
	Chapter 15 Integrated Marketing Communications
		Education Institutions also Need to Communicate
		Introduction
		Evolution of Integrated Marketing Communications
			Factors Leading to Growth of IMC
		Integrated Marketing Communication Process
			Target Audience
		Integrated Marketing Communication Models
			Consumer Response and Integrated Communication Models
			Communication/Presentation
			Consumers Buy Images
			Message Structure
			Message Format
			Source of the Message
			Media Decisions
			Measuring the Effectiveness of Marketing Communication
		Elements of Marketing Communication
			Elements of Marketing Communication Mix
			Factors Guiding the Selection of a Promotion Mix
		Integrated Marketing Planning Communication Process
		Summary
		Power Points
		Questions For Discussion
	Chapter 16 Advertising Management
		Advertising that Works
		Advertising In Brand Building
		Institutional Framework In Advertising
			Advertising Agencies
			The Media
		Advertising Decisions
			Advertising Objectives
			Budget
			Copy Decisions
			Copy Testing
			Purchase Behaviour
			Media Selection
			Total Number of Exposures (E)
			Weighted Number of Exposures
		Tools for Measuring Advertising Effectiveness
		New Media of Advertising
			Online Advertising
			Mobile Advertising
		Ethics in Advertising
			Ethical Standards in Advertising
		Summary
		Power Points
		Questions For Discussion
	Chapter 17 Sales Promotion and Public Relations
		Push the Brand
		Importance of Sales Promotion
			Significance of Sales Promotion
		Objectives of Sales Promotions
			Trade Promotion
		Sales Promotion and the Brand Life Cycle
			Coordination Between Sales Promotion and Advertising and all Other Elements of the Promotion Mix
		Sales Promotion and Brand Image
		Significance of Public Relations in Image Building
			Public Relations
		Tools of Public Relation
			Publicity
			Issues Management
			Lobbying
			Investor Relations
		Public Relations Management Process
			Stage 1: Define the PR Problem
			Stage 2: Plan the Public Relations Problem
			Stage 3: Execution
			Stage 4: Evaluation
			Conclusion
		Summary
		Power Points
		Questions For Discussion
	Chapter 18 Managing the Sales Function
		Selling Future Benefits
		Challenges of Managing Sales Force
		Role of a Sales Manager
			Futurist
			Strategist
			Manager of Information
			Leader of People
			Sales Management Planning
			Sales Budgets and Quotas
			Manpower Planning
			Organising the Sales Effort
			Product Based
			Territory Form
			Sales Force Motivation
			Monetary Compensation Plans
			Control
		Role of the Sales Person
			Diagnostic
			Analyst
			Information Provider
			Strategist
			Tactician
			Change Agent
		Selling Theories
			Stimulus Response Theory
			Product Oriented Selling
			Need Satisfaction Theory
		Summary
		Power Points
		Questions For Discussion
	Chapter 19 Managing the Distribution Function
		Pushing the Brand Across Geographies and Segments
		Introduction
		Role of the Intermediaries
			The New Role of Intermediaries
		Factors Influencing Distribution Decisions
			Determining Length of Distribution Channel
			Factors Influencing Distribution Decisions
		Evaluation of Channel Alternatives
			Evolution of Channels
		Channel Management
			Channel Conflict
			Motivating Channel Members
		Planning a Market Driven Distribution System
			Steps Involved in Designing Market Driven Distribution
		Logistic Management
			Traditional Logistics Management Approach versus Supply Chain Management
			Logistics Decisions
			Third Party Logistics—An Emerging Alternative
		Summary
		Power Points
		Questions For Discussion
	Chapter 20 Retail Management
		Indian Farmers’ Mall
		Introduction
			Drivers of Growth in Retailing Industry
		Strategic Decision in Retail
			Location Decision
			Target Market Selection
			Business Model
			Merchandise Mix
			Positioning the Retail Store
		Wheel of Retailing
			Why Wheel of Retailing?
		Contemporary Challenges in Retail Industry
			Non-store Retailers
			Customer Service
			Promotion Decision
		Global Retailing
			Information Technology and Retailing
			Emergence of Global Retailing
		Summary
		Power Points
		Questions For Discussion
	Chapter 21 Direct Marketing
		Amway Alters Customer Experience
		Direct Marketing
			What is Direct Marketing
			Database Development
		Direct Marketing Mix
			Communication Programme
			Customer Service
			Timing and Sequencing
		Direct Marketing Model
			How Does Direct Marketing Work?
		Future of Direct Marketing In India
			Reaching Out to Non-metro/Non-urban Markets
			Enhancing Credibility of the Offer
			Wider use of Debit and Credit Card
			Emergence of Specialised Database Firms
		Summary
		Power Points
		Questions For Discussion
Section 5 CREATING SUSTAINABLE COMPETITIVE VALUE AND GROWTH
	Chapter 22 Marketing Strategy
		Coca Cola Reinvents Itself to Stay Relevant
		Introduction
		Innovations and Market Share
			Changes in the Marketing Process
		Strategic Orientation in Marketing
			Understanding Markets
			Finding Market Niches
			Product and Service Planning
			Distribution
			Managing for Results
		Marketing Strategy
			Routes to Value Added Marketing Strategy (VAMS)
			Segmentation
			Mass Customisation
			Value Addition
		Marketing Strategy Model
			Product Market Fit
		Experience Marketing
			How can a Firm Create this Experience?
		Competition Oriented Marketing Strategies
			Value Chain Analysis
			Cost Leadership
			Differentiation
			Focus
		Innovation Strategies
			How Can a Firm Create Value Innovation?
		Principles of Marketing Warfare
			Defensive Warfare
			Offensive Warfare
			Flanking Warfare
			Guerilla Warfare
		Summary
		Power Points
		Questions For Discussion
	Chapter 23 Customer Relationship Management
		Complaint Management—A Tool to Customer Loyalty
		Introduction
		Customer Relationship Management
			Customer Loyalty as a Goal
			Return on Customer Segment/Account as a Goal
		Loyalty Development
		Customer Relationship Management Process
			Data Mining and Warehousing
			Organisational Structure
			Technology
			People
		Measuring Customer Relationship Management
			Balanced Score Card
			Catalytic Measure
		Summary
		Power Points
		Questions For Discussion
	Chapter 24 Marketing Organisation
		L’Oréal Stays Ahead of Competition Through Innovation
		Contemporary Economic Developments Impacting Marketing Organisation
			Outsourcing of Marketing Operations
			Franchising Brands
			Networked Organisation
			Relationship Management
			Internal Marketing
			Global Marketing
		Issues in Marketing Organisation Structure
			Goals and Focus of the Strategy
			Key Competencies
			Controls
			Integrating Customers
			Characteristics of Innovative Organisation
		Approaches to Organisational Structuring
			Functional Organisation
			Territorialisation
			Matrix Form
			Contingency Theory
		Summary
		Power Points
		Questions For Discussion
	Chapter 25 Marketing Performance and Control
		The Right Ingredients of Performance—For the Great Taste of Success
		Introduction
		Marketing Strategy And Implementation
			Leadership
			Framework for Cultural Change
			Overcoming Implementation Problems
		What to Measure in Marketing?
		Tools of Measuring Marketing Performance
			Annual Plan Control
			Profitability Control
			Efficiency Control
			Strategic Control
		Summary
		Power Points
		Questions For Discussion
Section 6 BROADENING HORIZONS
	Chapter 26 Global Marketing
		Making of an Indian Global Company—The case of Dr. Reddy’s Laboratories
		Introduction
		Rationale and Implications of Globalisation
			Rationale for Globalisation
			Implications of Globalisation
		Firm Orientation
			Ethnocentric Orientation (E)
			Polycentric Orientation (P)
			Regiocentricism Orientation (R)
			Geocentric Orientation (G)
			Principal Driving Force in Global Marketing
		Key Decisions in Global Marketing
			Parameters
			Decision Making for Global Marketing
			Product Strategy for Global Markets
		Rise of Global Giants from Emerging Economies
			Understanding the Growth of Emerging Markets’ Global Firms
		Organising for Global Marketing
			The Role and Impact of ICT on Global Marketing
		Summary
		Power Points
		Questions For Discussion
	Chapter 27 Service Marketing
		Flying People
		Scope and Paradigms in Services Marketing
			What is Included in Services Marketing?
			Paradigms in Services Marketing
		Characteristics of Service Marketing
			Intangibility
			Low Price Sensitivity
			No Inventory
			Value Creation Process
			Tangibility
		Customer Expectations and Zone of Tolerance
			Understanding Customer Expectations and Zone of Tolerance
			Role of Service Employees
			Role of the Customer
			Segmentation and Zone of Tolerance
		Services Marketing Mix
			Augmented Marketing Mix
			Product Planning
			Pricing Strategies
			Distribution
			Role of Communication
		Summary
		Power Points
		Questions For Discussion
	Chapter 28 Rural Marketing
		Technology in Rural Markets
		Introduction
		Importance of Rural Markets
			Increasing Competition in Urban Markets
			Socioeconomic Changes in Rural India
			Information Technology Reaches Rural India
			Income Generation through Self-Help Groups
			Access More Important Than Ownership
			Facts About Rural Markets
			Size of the Rural Market
		Rural Consumer
			Myths about Rural Market
			Education Profile
			Low Income Levels
			Occupations
			Reference Groups
			Media Habits
			Brand Conscious Customer
			Value for Money
			Understanding the Rural Consumers
		Marketing Mix for the Rural Markets
			Product Decisions
			Pricing Decision
			Promotion Decisions
			Distribution
			Relationship Management
		Summary
		Power Points
		Questions For Discussion
Case 1 Nano—A Dream Car For The Poor
Case 2 Jaago Re! One Billion People
Case 3 Fabindia—Fabric of India
Case 4 Staying Hearty and Healthy—The Saffola Way
Endnotes
References
Bibliography
Author Index
Company Index
Subject Index