Essentials of Marketing
Essentials of Marketing
ISBN 9788182094499
 Publication Date

PAPERBACK

EBOOK (EPUB)

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The book is targeted for UG students of management and commerce and emphasizes on providing a strong conceptual foundation to the subject of marketing. Some significant highlights are the treatment on introductory framework, strategic framework, product and pricing, and physical distribution and communication mix. Special topics like e-commerce, e-marketing, e-tailing, shopping malls, social media marketing, rural marketing, services marketing, green marketing, supply chain management and consumer protection and consumerism are also discussed. The book is structured with clear concepts and features including importance, differences, advantages, disadvantages, end of chapter review question, relevant examples, thematic figures and illustrations.

  • Cover
  • Title Page
  • Copyright Page
  • Contents
  • Preface
  • 1. Introduction to Marketing
    • Market
    • Marketing
    • Marketing Management
  • 2. Functions of Marketing
    • Functions of Marketing or Scope of Marketing
    • Buying
    • Selling
    • Marketing Finance
    • Consumer Credit
    • Sources of Agricultural Marketing Finance in India
    • Marketing Risks
    • Covering Marketing Risks
    • Standardisation and Grading
  • 3. Evolution of Modern Marketing Concept
    • Definition
    • Essential of Modern Marketing Concept
    • Factors Responsible for Adoption of Modern Marketing Concept
    • Evolution of Marketing Concept
    • Comparison Between Product, Marketing and Consumer Orientation
    • Changing Concept of Marketing
    • Summary of Changing Concept of Marketing
    • Features of Modern Marketing Concept
    • Benefits of Modern Marketing Concept
    • Importance of Marketing Concept
  • 4. Marketing Environment
    • Definition
    • Macro Environment
  • 5. Market Segmentation
    • Introduction
    • Requisites of Segmentation
    • Level of Segmentation
    • Pattern of Market Segmentation
    • Factors Influencing Market Segmentation
    • Significance of Segmentation
    • Segmentation Procedure
    • Criteria for Segmentation
    • Bases of Segmentation
    • Technographic Segmentation
    • Market Targeting
    • Steps in Market Targeting
  • 6. Consumer Behaviour
    • Significance of Consumer Behaviour
    • Buying Motives
    • Buyer Behaviour Models Theories of Buying Behaviour
    • Determinants of Consumer Behaviour
    • Organizational Buying Behaviour
    • Industrial Buying Behaviour
    • Classification of Consumers for a New Product
    • Decision Making Process
    • Post-Purchase Experience and Behaviour
    • Purchase Decision in the Case of Products of Low Involvement
    • Maslows Need Hierarch Theory
  • 7. Marketing Research and Marketing Information System
    • Introduction
    • Scope of Marketing Research
    • Sampling
    • Process of Conducting Marketing Research
  • 8. Product and Product Mix
    • Feature of a Product
    • Classification of Products and Markets
    • Consumer Goods
    • Manufactured Industrial Goods
    • Classification of Industrial Goods Along With Their Characteristics and Marketing Considerations
    • Channels of Distribution of Manufactured Industrial Goods
    • Classification of Goods
    • Product Line Analysis
    • Product Planning and Development
    • Levels of Product
    • Product Positioning
    • Product Differentiation
    • Components of Product Plan
  • 9. New Product Development and Product Life Cycle and Forecasting
    • Categories of New Product
    • New Product Development
    • Product Life Cycle
    • Sales Forecasting
    • Definition of Sales Forecasting
    • Objectives of Sales Forecasting
    • Long Term Objectives
    • Methods of Forecasting
    • Period of Forecast
  • 10. Product Identification Branding, Packaging, Labelling
    • Branding
    • Methods of Measuring Brand Loyalty
    • Approach to Brand Valuation
    • Brand Platform
    • Brand Architecture
    • Brand Name Decision
    • Branding Strategy
    • Brand Switching
    • Packaging
    • Packaging Trends
    • Packaging Decisions
    • Labelling
    • Functions
  • 11. Pricing
    • Objectives of Pricing Decisions
    • Pricing Strategy
    • Factors Influencing Pricing Decisions
    • Kinds of Pricing
    • Methods of Pricing
    • Pricing Policies
    • New Products Pricing
    • Pricing Strategies
    • Process of Price Determination
    • Change in Price
    • Reaction to Price Change
  • 12. Physical Distribution
    • Transport
    • Storage and Warehousing
    • Functions of Warehousing
    • Kinds of Warehouses
    • Warehousing in India
    • Documents Used
    • Inventory Management
  • 13. Channels of Distribution
    • Wholesalers
    • Classes of Wholesalers
    • Argument for Elimination of Wholesaler: For and Against
    • Retailer
    • Itinerant Retailers
    • Fixed Shop Retailers
    • Co-Operatives
    • Departmental Stores
    • Consumer Co-Operative Stores
    • Supermarkets
  • 14. Marketing Communications
    • Objectives and Importance of Marketing Communication
    • Impact of Advances in Marketing Communication
    • IMC Campaigns
    • Communication Process
    • Design of Marketing Communication
    • Personal Communication
    • Non-personal Communication
    • Components of Marketing Communication Mix
    • Characteristics of Promotional Types
    • The Future of Marketing Communication
  • 15. Advertisement
    • Objections to Advertising
    • Advertising Campaign
    • Measurement of Advertising Effectiveness
    • Advertising Agency
    • Advertisement Copy
    • Media
    • Advertising Appeals
    • Advertising and Publicity
    • Salesmanship
    • Sales Promotion
    • Is Advertising a Waste
  • 16. Personal Selling and Salesmanship
    • Uses of Personal Selling
    • Salesmanship
    • Impromptu Discussion
    • Salesforce Compensation
    • Reimbursement of Expenses
    • Supervision and Control of Sales Person
    • Evaluation of Salesmen
  • 17. Salesforce Management
    • Sales and Salesforce Management
    • Sales Manager
    • Types of Sales Force Structure
    • Selection of Salesforce
    • Training of Salesforce
    • Methods of Training
  • 18. Sales Promotion, Publicity and Public Relations
    • Promotional Mix
    • Factors Influencing Promotional Mix
    • Causes for the Increase in the Sales Promotional Activities:
    • Role or Benefits and Limitations of Sales Promotion
    • Types of Promotional Mix
    • Promotional Strategy and Product Life Cycle
    • Publicity and Public Relations
  • 19. Special Topics in Marketing
    • E-Commerce
    • Consumerism and Consumer Protection
    • Direct Marketing (DM)
    • Web Marketing
    • Social Marketing
    • Green Marketing
    • Rural Marketing
    • Services Marketing
    • Global Marketing
    • Customer Relationship Management (CRM)
    • Marketing Ethics
    • Supply Chain Management
    • Logistics Management
  • Glossary
  • Index

Dr. K. Sundar is Professor, Department of Commerce, Annamalai University. He has over 25 years of UG and PG teaching experience. A prolific author, he has contributed over 100 articles in national and international journals. He has authored books on Business Communication, Principles of Management, Human Resource Management, Organisation Behaviour, Business Ethics, Business Management and Auditing.

ESSENTIALS OF MARKETING

Dr. K. SUNDAR

Associate Professor, Commerce Wing

Directorate of Distance Education

Annamalai University, Chidambaram

Tamil Nadu

Vijay Nicole Imprints Private Limited

CHENNAI

Published by

Vijay Nicole Imprints Private Limited

No. 936, Second Floor, Jayadurga Complex, Bazaar Road,

Ram Nagar (Opp. Reliance Fresh), Chennai – 600 091

Phone: + 91 - 44 - 4386 9302, 4283 7178, 72002 58368

Email: vni@vijaynicole.co.in Website: www.vijaynicole.co.in

Essentials of Marketing

ISBN: 978-81-8209-402-4

Copyright © 2015, Vijay Nicole Imprints Private Limited

No part of this publication may be reproduced or distributed in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise or stored in a database or retrieval system without the prior written permission of the publishers and copyright holders. The program listings (if any) may be entered, stored and executed in a computer system, but they may not be reproduced for publication.

Information contained in this work has been obtained by publishers, from sources believed to be reliable. However, neither publishers nor copyright holders guarantee the accuracy or completeness of any information published herein, and neither publishers nor copyright holders shall be responsible for any errors, omissions, or damages arising out of use of this information. This work is published with the understanding that publishers and copyright holders are supplying information but are not attempting to render engineering or other professional services. If such services are required, the assistance of an appropriate professional should be sought.

Information contained in this work has been obtained by publishers, from sources believed to be reliable. However, neither publishers nor copyright holders guarantee the accuracy or completeness of any information published herein, and neither publishers nor copyright holders shall be responsible for any errors, omissions, or damages arising out of use of this information. This work is published with the understanding that publishers and copyright holders are supplying information but are not attempting to render engineering or other professional services. If such services are required, the assistance of an appropriate professional should be sought.

Laser typeset at: Maven Learning Private Limited, Chennai - 600 091

Contents

Preface

1. Introduction to Marketing

Market

Marketing

Marketing Management

2. Functions of Marketing

Functions of Marketing or Scope of Marketing

Buying

Selling

Marketing Finance

Consumer Credit

Sources of Agricultural Marketing Finance in India

Marketing Risks

Covering Marketing Risks

Standardisation and Grading

3. Evolution of Modern Marketing Concept

Definition

Essential of Modern Marketing Concept

Factors Responsible for Adoption of Modern Marketing Concept

Evolution of Marketing Concept

Comparison Between Product, Marketing and Consumer Orientation

Changing Concept of Marketing

Summary of Changing Concept of Marketing

Features of Modern Marketing Concept

Benefits of Modern Marketing Concept

Importance of Marketing Concept

4. Marketing Environment

Definition

Macro Environment

5. Market Segmentation

Introduction

Requisites of Segmentation

Level of Segmentation

Pattern of Market Segmentation

Factors Influencing Market Segmentation

Significance of Segmentation

Segmentation Procedure

Criteria for Segmentation

Bases of Segmentation

Technographic Segmentation

Market Targeting

Steps in Market Targeting

6. Consumer Behaviour

Significance of Consumer Behaviour

Buying Motives

Buyer Behaviour Models Theories of Buying Behaviour

Determinants of Consumer Behaviour

Organizational Buying Behaviour

Industrial Buying Behaviour

Classification of Consumers for a New Product

Decision Making Process

Post-Purchase Experience and Behaviour

Purchase Decision in the Case of Products of Low Involvement

Maslows Need Hierarch Theory

7. Marketing Research and Marketing Information System

Introduction

Scope of Marketing Research

Sampling

Process of Conducting Marketing Research

8. Product and Product Mix

Feature of a Product

Classification of Products and Markets

Consumer Goods

Manufactured Industrial Goods

Classification of Industrial Goods Along With Their Characteristics and Marketing Considerations

Channels of Distribution of Manufactured Industrial Goods

Classification of Goods

Product Line Analysis

Product Planning and Development

Levels of Product

Product Positioning

Product Differentiation

Components of Product Plan

9. New Product Development and Product Life Cycle and Forecasting

Categories of New Product

New Product Development

Product Life Cycle

Sales Forecasting

Definition of Sales Forecasting

Objectives of Sales Forecasting

Long Term Objectives

Methods of Forecasting

Period of Forecast

10. Product Identification Branding, Packaging, Labelling

Branding

Methods of Measuring Brand Loyalty

Approach to Brand Valuation

Brand Platform

Brand Architecture

Brand Name Decision

Branding Strategy

Brand Switching

Packaging

Packaging Trends

Packaging Decisions

Labelling

Functions

11. Pricing

Objectives of Pricing Decisions

Pricing Strategy

Factors Influencing Pricing Decisions

Kinds of Pricing

Methods of Pricing

Pricing Policies

New Products Pricing

Pricing Strategies

Process of Price Determination

Change in Price

Reaction to Price Change

12. Physical Distribution

Transport

Comments should not be blank
Rating
Description

The book is targeted for UG students of management and commerce and emphasizes on providing a strong conceptual foundation to the subject of marketing. Some significant highlights are the treatment on introductory framework, strategic framework, product and pricing, and physical distribution and communication mix. Special topics like e-commerce, e-marketing, e-tailing, shopping malls, social media marketing, rural marketing, services marketing, green marketing, supply chain management and consumer protection and consumerism are also discussed. The book is structured with clear concepts and features including importance, differences, advantages, disadvantages, end of chapter review question, relevant examples, thematic figures and illustrations.

Table of contents
  • Cover
  • Title Page
  • Copyright Page
  • Contents
  • Preface
  • 1. Introduction to Marketing
    • Market
    • Marketing
    • Marketing Management
  • 2. Functions of Marketing
    • Functions of Marketing or Scope of Marketing
    • Buying
    • Selling
    • Marketing Finance
    • Consumer Credit
    • Sources of Agricultural Marketing Finance in India
    • Marketing Risks
    • Covering Marketing Risks
    • Standardisation and Grading
  • 3. Evolution of Modern Marketing Concept
    • Definition
    • Essential of Modern Marketing Concept
    • Factors Responsible for Adoption of Modern Marketing Concept
    • Evolution of Marketing Concept
    • Comparison Between Product, Marketing and Consumer Orientation
    • Changing Concept of Marketing
    • Summary of Changing Concept of Marketing
    • Features of Modern Marketing Concept
    • Benefits of Modern Marketing Concept
    • Importance of Marketing Concept
  • 4. Marketing Environment
    • Definition
    • Macro Environment
  • 5. Market Segmentation
    • Introduction
    • Requisites of Segmentation
    • Level of Segmentation
    • Pattern of Market Segmentation
    • Factors Influencing Market Segmentation
    • Significance of Segmentation
    • Segmentation Procedure
    • Criteria for Segmentation
    • Bases of Segmentation
    • Technographic Segmentation
    • Market Targeting
    • Steps in Market Targeting
  • 6. Consumer Behaviour
    • Significance of Consumer Behaviour
    • Buying Motives
    • Buyer Behaviour Models Theories of Buying Behaviour
    • Determinants of Consumer Behaviour
    • Organizational Buying Behaviour
    • Industrial Buying Behaviour
    • Classification of Consumers for a New Product
    • Decision Making Process
    • Post-Purchase Experience and Behaviour
    • Purchase Decision in the Case of Products of Low Involvement
    • Maslows Need Hierarch Theory
  • 7. Marketing Research and Marketing Information System
    • Introduction
    • Scope of Marketing Research
    • Sampling
    • Process of Conducting Marketing Research
  • 8. Product and Product Mix
    • Feature of a Product
    • Classification of Products and Markets
    • Consumer Goods
    • Manufactured Industrial Goods
    • Classification of Industrial Goods Along With Their Characteristics and Marketing Considerations
    • Channels of Distribution of Manufactured Industrial Goods
    • Classification of Goods
    • Product Line Analysis
    • Product Planning and Development
    • Levels of Product
    • Product Positioning
    • Product Differentiation
    • Components of Product Plan
  • 9. New Product Development and Product Life Cycle and Forecasting
    • Categories of New Product
    • New Product Development
    • Product Life Cycle
    • Sales Forecasting
    • Definition of Sales Forecasting
    • Objectives of Sales Forecasting
    • Long Term Objectives
    • Methods of Forecasting
    • Period of Forecast
  • 10. Product Identification Branding, Packaging, Labelling
    • Branding
    • Methods of Measuring Brand Loyalty
    • Approach to Brand Valuation
    • Brand Platform
    • Brand Architecture
    • Brand Name Decision
    • Branding Strategy
    • Brand Switching
    • Packaging
    • Packaging Trends
    • Packaging Decisions
    • Labelling
    • Functions
  • 11. Pricing
    • Objectives of Pricing Decisions
    • Pricing Strategy
    • Factors Influencing Pricing Decisions
    • Kinds of Pricing
    • Methods of Pricing
    • Pricing Policies
    • New Products Pricing
    • Pricing Strategies
    • Process of Price Determination
    • Change in Price
    • Reaction to Price Change
  • 12. Physical Distribution
    • Transport
    • Storage and Warehousing
    • Functions of Warehousing
    • Kinds of Warehouses
    • Warehousing in India
    • Documents Used
    • Inventory Management
  • 13. Channels of Distribution
    • Wholesalers
    • Classes of Wholesalers
    • Argument for Elimination of Wholesaler: For and Against
    • Retailer
    • Itinerant Retailers
    • Fixed Shop Retailers
    • Co-Operatives
    • Departmental Stores
    • Consumer Co-Operative Stores
    • Supermarkets
  • 14. Marketing Communications
    • Objectives and Importance of Marketing Communication
    • Impact of Advances in Marketing Communication
    • IMC Campaigns
    • Communication Process
    • Design of Marketing Communication
    • Personal Communication
    • Non-personal Communication
    • Components of Marketing Communication Mix
    • Characteristics of Promotional Types
    • The Future of Marketing Communication
  • 15. Advertisement
    • Objections to Advertising
    • Advertising Campaign
    • Measurement of Advertising Effectiveness
    • Advertising Agency
    • Advertisement Copy
    • Media
    • Advertising Appeals
    • Advertising and Publicity
    • Salesmanship
    • Sales Promotion
    • Is Advertising a Waste
  • 16. Personal Selling and Salesmanship
    • Uses of Personal Selling
    • Salesmanship
    • Impromptu Discussion
    • Salesforce Compensation
    • Reimbursement of Expenses
    • Supervision and Control of Sales Person
    • Evaluation of Salesmen
  • 17. Salesforce Management
    • Sales and Salesforce Management
    • Sales Manager
    • Types of Sales Force Structure
    • Selection of Salesforce
    • Training of Salesforce
    • Methods of Training
  • 18. Sales Promotion, Publicity and Public Relations
    • Promotional Mix
    • Factors Influencing Promotional Mix
    • Causes for the Increase in the Sales Promotional Activities:
    • Role or Benefits and Limitations of Sales Promotion
    • Types of Promotional Mix
    • Promotional Strategy and Product Life Cycle
    • Publicity and Public Relations
  • 19. Special Topics in Marketing
    • E-Commerce
    • Consumerism and Consumer Protection
    • Direct Marketing (DM)
    • Web Marketing
    • Social Marketing
    • Green Marketing
    • Rural Marketing
    • Services Marketing
    • Global Marketing
    • Customer Relationship Management (CRM)
    • Marketing Ethics
    • Supply Chain Management
    • Logistics Management
  • Glossary
  • Index
Biographical note

Dr. K. Sundar is Professor, Department of Commerce, Annamalai University. He has over 25 years of UG and PG teaching experience. A prolific author, he has contributed over 100 articles in national and international journals. He has authored books on Business Communication, Principles of Management, Human Resource Management, Organisation Behaviour, Business Ethics, Business Management and Auditing.

Excerpt

ESSENTIALS OF MARKETING

Dr. K. SUNDAR

Associate Professor, Commerce Wing

Directorate of Distance Education

Annamalai University, Chidambaram

Tamil Nadu

Vijay Nicole Imprints Private Limited

CHENNAI

Published by

Vijay Nicole Imprints Private Limited

No. 936, Second Floor, Jayadurga Complex, Bazaar Road,

Ram Nagar (Opp. Reliance Fresh), Chennai – 600 091

Phone: + 91 - 44 - 4386 9302, 4283 7178, 72002 58368

Email: vni@vijaynicole.co.in Website: www.vijaynicole.co.in

Essentials of Marketing

ISBN: 978-81-8209-402-4

Copyright © 2015, Vijay Nicole Imprints Private Limited

No part of this publication may be reproduced or distributed in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise or stored in a database or retrieval system without the prior written permission of the publishers and copyright holders. The program listings (if any) may be entered, stored and executed in a computer system, but they may not be reproduced for publication.

Information contained in this work has been obtained by publishers, from sources believed to be reliable. However, neither publishers nor copyright holders guarantee the accuracy or completeness of any information published herein, and neither publishers nor copyright holders shall be responsible for any errors, omissions, or damages arising out of use of this information. This work is published with the understanding that publishers and copyright holders are supplying information but are not attempting to render engineering or other professional services. If such services are required, the assistance of an appropriate professional should be sought.

Information contained in this work has been obtained by publishers, from sources believed to be reliable. However, neither publishers nor copyright holders guarantee the accuracy or completeness of any information published herein, and neither publishers nor copyright holders shall be responsible for any errors, omissions, or damages arising out of use of this information. This work is published with the understanding that publishers and copyright holders are supplying information but are not attempting to render engineering or other professional services. If such services are required, the assistance of an appropriate professional should be sought.

Laser typeset at: Maven Learning Private Limited, Chennai - 600 091

Contents

Preface

1. Introduction to Marketing

Market

Marketing

Marketing Management

2. Functions of Marketing

Functions of Marketing or Scope of Marketing

Buying

Selling

Marketing Finance

Consumer Credit

Sources of Agricultural Marketing Finance in India

Marketing Risks

Covering Marketing Risks

Standardisation and Grading

3. Evolution of Modern Marketing Concept

Definition

Essential of Modern Marketing Concept

Factors Responsible for Adoption of Modern Marketing Concept

Evolution of Marketing Concept

Comparison Between Product, Marketing and Consumer Orientation

Changing Concept of Marketing

Summary of Changing Concept of Marketing

Features of Modern Marketing Concept

Benefits of Modern Marketing Concept

Importance of Marketing Concept

4. Marketing Environment

Definition

Macro Environment

5. Market Segmentation

Introduction

Requisites of Segmentation

Level of Segmentation

Pattern of Market Segmentation

Factors Influencing Market Segmentation

Significance of Segmentation

Segmentation Procedure

Criteria for Segmentation

Bases of Segmentation

Technographic Segmentation

Market Targeting

Steps in Market Targeting

6. Consumer Behaviour

Significance of Consumer Behaviour

Buying Motives

Buyer Behaviour Models Theories of Buying Behaviour

Determinants of Consumer Behaviour

Organizational Buying Behaviour

Industrial Buying Behaviour

Classification of Consumers for a New Product

Decision Making Process

Post-Purchase Experience and Behaviour

Purchase Decision in the Case of Products of Low Involvement

Maslows Need Hierarch Theory

7. Marketing Research and Marketing Information System

Introduction

Scope of Marketing Research

Sampling

Process of Conducting Marketing Research

8. Product and Product Mix

Feature of a Product

Classification of Products and Markets

Consumer Goods

Manufactured Industrial Goods

Classification of Industrial Goods Along With Their Characteristics and Marketing Considerations

Channels of Distribution of Manufactured Industrial Goods

Classification of Goods

Product Line Analysis

Product Planning and Development

Levels of Product

Product Positioning

Product Differentiation

Components of Product Plan

9. New Product Development and Product Life Cycle and Forecasting

Categories of New Product

New Product Development

Product Life Cycle

Sales Forecasting

Definition of Sales Forecasting

Objectives of Sales Forecasting

Long Term Objectives

Methods of Forecasting

Period of Forecast

10. Product Identification Branding, Packaging, Labelling

Branding

Methods of Measuring Brand Loyalty

Approach to Brand Valuation

Brand Platform

Brand Architecture

Brand Name Decision

Branding Strategy

Brand Switching

Packaging

Packaging Trends

Packaging Decisions

Labelling

Functions

11. Pricing

Objectives of Pricing Decisions

Pricing Strategy

Factors Influencing Pricing Decisions

Kinds of Pricing

Methods of Pricing

Pricing Policies

New Products Pricing

Pricing Strategies

Process of Price Determination

Change in Price

Reaction to Price Change

12. Physical Distribution

Transport

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