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FUNDAMENTALS OF MARKETING MANAGEMENT

ASSIGNMENT TOPICS ALLOCATION FOR III B.B.A.LL.B. (HONS.)
Section ' '
SN Name of the Student Assignment Topic
1 INTRODUCTION TO MARKETING
The Meaning of Marketing
Evolution of Marketing
Scope of Marketing Management
The Marketing Strategy
2 MARKETING IN A DEVELOPING ECONOMY
Marketing at Different Levels of Economic Development
Relevance of Marketing in a Developing Economy
Areas of Relevance
The Relevance of Social Marketing
The Role of Marketing in Relation to Some Selected Sectors
3 MARKETING RESEARCH
Definition of Marketing Research
Purpose of Marketing Research
Scope of Marketing Research
Marketing Research Procedure
Applications of Marketing Research
Marketing Research in India
Problems of Conducting Marketing Research in India
4 MARKET SEGMENTATION
Introduction
The Concept of a Market
The Concept of a Segment
Market Segmentation versus Product Differentiation
Benefits and Doubts about Segmentation
What is grouped in Forming Segments?
Bases for Segmentation
How is the basis for Segmentation Selected?
Selection of Segments
5 MARKETING MIX
Introduction to Marketing Mix
The Elements of the Marketing Mix
The Place of the Marketing Mix in Marketing Planning
The Relationship between Marketing Mix and Marketing Strategy
The Concept of Optimum Marketing Mix
Marketing Mix-Some Specific Situations
6 INDIAN CONSUMER ENVIRONMENT
Introduction
Demographic Characteristics
Income and Consumption Characteristics
Characteristics of Organisational Consumers
Geographic Characteristics
Market Potential
Socio cultural Characteristics
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7 CONSUMER BUYING DECISIONS

Introduction
What Is a Decision?
Levels of Consumer Decisions
Process of Decision- Making
Types of Purchase Decision Behaviour
Stages in the Buyer Decision Process
Models of Buyer Behaviour

8 DETERMINANTS OF CONSUMER BEHAVIOUR

Introduction
Importance of Consumer Behaviour for Marketers
Types of Consumers
Buyer Vs User
A Model of Consumer Behaviour
Factors Influencing Consumer Behaviour
 Psychological Factors
 Personal Factors
 Social Factors
 Cultural Factors
9 PRODUCT DECISIONS AND STRATEGIES
Introduction to
What is a Product?
Types of Products
Marketing Strategy for different types of Products
Product Line Decision
Diversification

10 PRODUCT LIFE CYCLE AND NEW PRODUCT

DEVELOPMENT
Introduction
The Product Life Cycle Concept
Marketing Mix at Different Stages
Options in Decline Stage
New Product Development Strategy

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BRANDING AND PACKGING DECISIONS
Introduction
Brand Name and Trade Mark
Branding Decisions
Advantages and Disadvantages of Branding
Selecting a Brand Name
Packaging
Packaging Industry
Functions of Packaging
Legal Dimensions of Packaging
12 ADVERTISING AND PUBLICITY
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Introduction
How Advertising works?
Types of Advertising
Role of Advertising
Advertising Expenditure-Indian Scene
Advertising Management
Setting Advertising Objectives-Indian Experience
Developing Advertising Copy and Message
Selecting and Scheduling Media
Measuring Advertising Effectiveness
Coordinating with Advertising Agency
Publicity
13 MARKETING COMMUNICATIONS
Introduction
How Communication Works?
How Communication Influence the Role of Promotion in
Marketing?
The Promotion Mix
Determining the Promotion Mix
The Promotion Budget

14 PRICING POLICIES AND PRACTICES

Introduction
Determinants of Pricing.,
Role of Costs in Pricing
Pricing Methods
Objectives of Pricing Policy
Consumer Psychology and Pricing
Pricing of Industrial goods
Pricing over the Life-cycle of the Product
Nature and Use of Pricing Discounts
Product Positioning and Price
Non-price Competition

15 PERSONAL SELLING AND SALES PROMOTION

Introduction
Role of Personal Selling
Types of Selling Jobs
The Selling Process
Sales Promotion
Sales Promotion Objectives
Sales Promotion Methods
Planning Sales Promotion
Towards Promotional Strategy
16 SALES FORECASTING
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Introduction
What is a Sales Forecast?
How to Prepare a Sales Forecast?
Product Sales Determinants
Approaches to Sales Forecasting
Methods of Forecasting
Status of Forecasting Methods Usage
The Evaluation of Forecasts
Computerized Sales Forecasting
Relating the Sales Forecast to the Sales Budget and Profit Planning
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DISTRIBUTION STRATEGIES
Introduction
Importance of Channels of Distribution
Alternative Channels of Distribution
Role of Middlemen in Indian Economy
Selecting an Appropriate Channel
Physical Distribution Tasks
Location of Fixed Facilities
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MANAGING SALES PERSONNEL
Introduction
Selling and Sales Management
Recruitment arid Selection of Salesman
Training of Sales Personnel
Motivating the Sales Personnel
Controlling the Sales Personnel
19
MARKETING AND PUBLIC POLICY
Introduction
Regulatory Role of the Government
Role of Government in Marketing in Developing Economies
Government Control and Marketing Decision-Making Process
Impact of Government Control on Product Decisions
Impact of Government Control on Pricing Decisions
Impact of Government Control on Promotional Decisions
Impact of Government Control on Channel and Distribution
Decisions
20 MARKETING OF SERVICES : CONCEPTUAL
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FRAMEWORK
Introduction
The Concept of Service
Reasons for Growth of the Service Sector
Characteristics of Services
Services Classified
The Services Marketing Mix
21 ROLE OF SERVICES IN INDIAN ECONOMY
Introduction
International Scenario
Service Sector in India
Analysis of Specific Service Sectors
22 CONSUMER BEHAVIOUR IN SERVICES
Introduction
Decision Making Roles
Classification of Buyers
Consumer Decision Making
Factors Influencing Buyer Behaviour
Search, Experience and Credence Quality
23 EXTENDED MARKETING MIX FOR SERVICES
Introduction
People
Physical Evidence
Process
Internal Marketing
24 CUSTOMER RELATIONSHIP MANAGEMENT
Introduction
Importance of Customer
The Concept of Customer Value and Customer Satisfaction
Dimensions of CRM
Legal Aspects of CRM