2.

5 MARKETING MANAGEMENT
SYLLABUS

MODULE 1: An Introduction to Marketing and Its Basic Concepts
Meaning and scope of marketing, Fundamental marketing concepts, company orientations towards
the Marketplace, Marketing and customer value, Strategic Planning, Marketing plan, Marketing in
the Indian Economy, implications.

MODULE 2: Marketing Trends
Scanning the environment, marketing intelligence and information system, Market research system,
demand measurement and forecasting, data warehousing, data mining, changing consumption
pattern of global consumer and Indian consumer.

MODULE 3: Customer Concerns
Building and maximizing customer value, satisfaction and loyalty, constructing a customer database,
analyzing consumer markets and key psychological processes, the Buyer decision process and
theories of consumer decision-making, measuring customer satisfaction, customer relationship
management customer profitability, customer equity, customer life time value, value chain.

MODULE 4: STP and the Marketing Mix
Identifying Market Segments and Targets, Brand Positioning, Creating brand equity and Brand
strategy, Product and product mix decisions, management of product lines; Product Life-Cycle
marketing strategies, Pricing strategies and programs, Managing Marketing channels, Competitors,
Marketing Communication, advertising and sales promotion, Events and Public Relations.

MODULE 5: New Trends
Direct Marketing, Online marketing Challenges, Network marketing, Implications of Global
marketing, (country-of origin effects, marketing Organization), Corporate social responsibility in
Marketing, Environmental concerns, internal marketing, outsourcing, benchmarking, supplier
partnering, merging, flattening, focusing, accelerating, empowering & customer engagement.

MODULE 6: Rural Marketing
Rural market environment, Problems of Rural Marketing, Scope, Rural Marketing Strategies, e-
choupals.

BOOKS RECOMMENDED
1. Kotler & Koshy, Marketing Management A South Asian Perspective, Pearson, 2007.
2. Rajen Saxena, Marketing Management, 3rd Edition, TMH
3. S Jayendran, Marketing Management, EB
4. Adrian Palmer, Introduction to Marketing, Oxford
5. Joel R Evan and Barry Bervan, Marketing, Biztantra
6. Czinkota and Kotabe, Marketing Management, Thomson
7. Ramaswamy and Namakumari, Marketing Management, McMillan
8. S.A. Sherlekar, Marketing Management, HPH







LESSON PLAN
Subject Title: Marketing Management Subject Code: 2.5
Total No. of Hours: 45 Hours/ Week: 4
Theory Marks:75 I A Marks: 25
Class
No.
Module
No
Sub Topics to be covered
1 I Meaning and Scope of Marketing.
2 Fundamental Marketing Concepts.
3 Company orientations towards the Marketplace.
4 Marketing and customer value.
5 Strategic Planning, Marketing plan.
6 Marketing in the Indian Economy, implications.
7 II Scanning the environment.
8 Marketing intelligence and information system.
9 Market research system.
10 Demand measurement and forecasting.
11 Data warehousing, data mining.
12
Changing consumption pattern of global consumer and Indian
consumer.
13 III Building and maximizing customer value.
14 Satisfaction and loyalty, constructing a customer database.
15 Analyzing consumer markets & key psychological processes.
16
The Buyer decision process and theories of consumer
decision-making.
17 Measuring customer satisfaction.
18 Customer relationship management.
19
Customer profitability, customer equity, customer life time
value, value chain.
20 IV Identifying Market Segments and Targets.
21 Brand Positioning.
22 Creating brand equity and Brand Strategy.
23 Product and product mix decisions.
24
Management of product lines; Product Life-Cycle marketing
strategies.
25 Pricing strategies and programs.
26 Managing Marketing channels, Competitors.
27 Marketing Communication, advertising and sales promotion.
28 Events and Public Relations.
29 V Direct Marketing, Online marketing Challenges.
30 Network marketing.
31
Implications of Global marketing, (country-of origin effects,
marketing Organization).
32 Corporate social responsibility in Marketing.
33 Environmental concerns, internal marketing.
34 Outsourcing, benchmarking.
35 Supplier partnering, merging.
36 Flattening, focusing, and accelerating.
37 Empowering & customer engagement.
38 IV Rural market environment.
39 Problems of Rural Marketing.
40 Scope of Rural Marketing.
41 Rural Marketing Strategies.
42 E-choupals.
43 Case study exercises.
44 Case study exercises.
45 Case study exercises.

Syllabus for I Internal Test - Module I, II, III
II Internal Test Module IV, V, VI

Reference Books
Philip Kotler & Kevin Lane Keller, 2006, Marketing Management, Published by Pearson
education, First edition.
S. A. Sherlekar, 2009, Marketing Management, Published by Himalaya Publishing House,
Fourteenth edition.
Rajan Saxena, 2008, Marketing Management, Published by Tata McGraw Hill Companies,
Sixth reprint.

Question Bank

Module I Introduction
Section A (2 marks questions)
1. Define Marketing management. (June 10)
2. Name company orientations towards the market place.
3. Give the meaning of strategic planning
4. What do you mean by marketing plan?
Section B (8 marks questions)
1. Why production and product concepts of marketing are not relevant today? (Aug 05)
2. Explain the nature meaning and scope of marketing management
3. Explain why the emphasis on marketing has moved from exchanges to relationships? (April
2000)
4. Explain briefly the various components of marketing environment (Aug 2000)
5. Marketing orientation goes beyond selling. Explain this statement. (Oct 04)
Section C (12 marks questions)
1. Explain company orientations towards market place OR Explain the different marketing
management concepts?
2. Discuss the recent trends in Indian Marketing environment? (Sep 03, 04 Aug 05)
3. Analyse the emerging trends in Indian public and private sector organisations.
(Aug 06)

Module II Marketing Trends
Section A (2 marks questions)
1. Define data warehousing. (June 09)
2. What is black box in consumers behaviour?
3. Define customers satisfaction (Sep 2002)
4. What is the basis for segmenting consumer markets? (Aug 05)
5. What is Cognitive Dissonance? (June 10, Sep 03)
6. Is customer delight beyond customer satisfaction? Give two reasons. (Sep 03)
7. What is the main difference between customer satisfaction and customer delight? (Oct 04)
8. Define value. (Oct 04)
9. What are the personal sources of information in consumer buying process?
10.What is a product?
11.Who all constitute the business market?
12.What is organisational buying?
13.List the major and sub factors influencing buyer behaviour? (Sep 02)
14.What is strategic business unit (SBU) (Sep 02, 03)
15.What is system buying?
16.What is buying behaviour?
17.What are the differences between consumer and business buyer behaviour process? (Aug 05)
18.Define BCG matrix. (June 12)
Section B (8 marks questions)
1. What is data mining and how is used in marketing? (June 09)
2. Distinguish customer from consumer. (Aug 06)
3. Discuss briefly the major psychological determinants of consumer behaviour?
(Sep 2001)
4. State briefly the theory of cognitive dissonance (Sep 99)
5. Describe the family life cycle and its influence on consumer decision process.
(April 2000)
6. Explain the major factors influencing buying behaviour? (Sep 2001)
7. Explain the stages of buying decision process. (Sep 2002)
8. Explain the different roles people play in a buying decision.
9. Explain the different types of buying behaviour.
10.What are the different types of business buying situations?
11.Outline the major influences on business buyers. (Sep 99)
12.Define the characteristics of business markets. (Sep 02, 04)
13.Bring out the differences between consumer and business markets. (Sep 03, Aug 05)
Section C (12 marks questions)
1. Explain any 5 new trends in marketing. ( June 09)
2. Explain the Marketing Process?
3. In the buying center of an industrial organisation, discuss the role of each of the following. I)
influencers II) buyers III) Gate keepers. (April 2000)
4. Identify and explain the different stages of industrial buying process. OR explain the buygrid
framework.

Module III: CUSTOMER CONCERNS
Section A (2 marks questions):
1. What is consumer behavior?
2. Define customer satisfaction.
3. Define Customer loyalty? (MBA, June2009)
4. Who is a consumer?
5. What do you mean by customer database?
6. What is cognitive Dissonance? (MBA, June2010)
7. Define CRM.
8. What do you mean by customer equity? (MBA, June2009)
9. Define data warehousing. (MBA, June2009)
10.What is Psychological pricing? (MBA, June2009)
11.Define Value.
12.What is value chain? (MBA, June2008)
13.Define value. (Jun 12)
14.What do you mean by notional value of a product? (Jun 12)
Section B (8 marks questions):
1. Differentiate between Customer and consumer.
2. Explain the concept of consumer value.
Or
Explain importance of building and maximize customer value. (MBA, June2009)
3. Explain Maslows theory of motivation.
4. State the psychological factors of buyer behavior.
5. Consumer is the King in market Empire. Elucidate. (MBA, June2010)
6. Explain the major factors influencing buying behavior?
7. What is customer satisfaction and what are the different ways of measuring it?( MBA,
June2009)
8. Explain various trends observed in the customer buying patterns as an
influence of access to global brands in the market. (Jun 12)
Section C (12 marks questions):
1. What do you mean by brand loyalty? Explain the status pyramid.
2. Describe the steps in the consumer decision making process. (MBA, June2009, 2008)
3. Explain the marketing process.
4. Explain various challenges faced by the marketers in the light of market fragmentation.
What are the measures adopted by the modern day business centers to penetrating into
fragmented markets? (Jun 12)

Module IV:- STP AND THE MARKETING MIX
Section A (2 marks questions):
1. Define Market segmentation?
2. Is positioning different from differentiation? (MBA, June2007)
3. What is Brand?
4. Who is brand ambassador?
5. What is direct marketing? (MBA, June2009)
6. What is pull & push promotion? (MBA, June2009)
7. What is brand equity? (MBA, June2010)
8. What is meant by Skim the cream price? (MBA, June2010)
9. What are the bases for segmenting the markets?
10.What is positioning?
11.What are the common errors in positioning of a product/
12.What is a product line?
13.What is Branding? (MBA, June2007)
14.What is marketing strategy?
15.What do you mean by channel of distribution?
16.Define integrated marketing communication. (MBA, June2010)
17.What is advertising?
18.What is personal selling?
19.Expand DAGMAR and AIDAS.
20.What is Publicity?
21.What is Sky writing?
22.What do you mean by segment by segment innovation plan? (June 12)
23.What do you mean by brand equity ? (June 12)
24.What are the barriers for market entry ? (June 12)
Section B (8 marks questions):
1. Explain the characteristics of market segmentation.
2. Explain the procedure for identifying market segment.
3. Distinguish between market segmentation and product differentiation.
4. Explain the different patterns of target market selection
5. Discuss the common errors in the targeting of products to market segments.
6. Which are the different Marketing strategies?
7. Explain the product hierarchy in detail.
8. What might be the reason for the failure of the new product in the market?
9. Explain the product life cycle and its impaction for marketing management
10.Explain the strategies adopted by companies in growth stage.
11.Explain the pricing strategies usually adopted by company when the product passes through the
different stages of its life cycle.
12.Examine the different price adaptation strategies.
13.Explain channel designing.
14.Explain the different channels of distribution.
15.Explain the formula AIDAS.
16.Explain packaging and labeling.
17.What are the essential features of good market segmentation ? (June 12)
18.Brand creation is a process of creating positive product personality. Elucidate. (June 12)
19.Describe the process of creating positioning for a FMCG product of your choice. (June 12)
Section C (12 marks questions):
1. Describe the tools available for market segment evaluation and selection.
2. Explain the different bases for segmenting consumer markets. (MBA, June2008,2010)
3. Explain the bases for segmentation of market for FMCG.
4. Explain the similarities and difference between a single segment and multiple segment target
market strategy.
5. Explain branding decision.
6. What are the bases of product/Brand positioning?
7. What are the common errors in positioning of products? What are the essentials of its success?
8. Explain the stages in the new product development process. (MBA, June2010)
9. Explain various marketing strategies adopted during introduction and decline stages of product
life cycle. (MBA, June2007)
10.Explain various marketing strategies adopted during maturity stage of product life cycle.
11.Explain various marketing strategies adopted during introduction and decline stages of product
life cycle. (MBA, June2007)
12.Explain various marketing strategies adopted during maturity stage of product life cycle.
13.Explain the various components of managing channel distribution.
14.What are the major steps in developing an effective marketing communication program?
15.Briefly analyze the sales promotion devices. Or methods of sales promotion.
16.Briefly explain the selling process.
17.Explain the importance of understanding consumer behaviour in developing strategic
marketing plan. Understanding consumer behaviour in global market is highly complex.
Elucidate. (June 12)
18.Advertising in the real time is deterring the social cultural value systems than creating customer
value. Explain this in the light of suitable examples. (June 12)

Module V:- New Trends
Section -- A (2 Marks Questions)
1. What is catalogue marketing? (Sep2003)
2. What is direct marketing?
3. What is network marketing or multilevel marketing?
4. What is kiosk marketing?
5. What is Internet Marketing or Online Marketing?
6. What is face-to-face selling?
7. What is direct mail?
8. What is telemarketing?
9. What is direct response advertising?
10.What is marketing research?
11.What is meant by marketing information system?
12.What is questionnaire?
13.What is snowball sampling? (Sep2002)
14.What do you mean by ghost marketing efforts ? (June 12)
15.Define integrated marketing. (June 12)
Section B (8 marks questions)
1. Write a note on International marketing?
2. What are problems that direct marketing create to consumers?
3. What is electric marketing? Bring out the merits and demerits of e-marketing?
4. Explain any two channels of Direct Marketing?
5. What kind of products are suitable for network marketing and why?
6. State any three differences between direct marketing and online marketing?
7. Explain the four different types of scales of measurement? (April2000)
8. What are the application of marketing research? (Aug05)
9. Define the characteristics of good marketing research? (Sep2002)
10.Distinguish between marketing information system and marketing decision support system?
(Aug2000)
11.Describe the essentials of a good questionnaire? What is a schedule? (Sep99)
12.Explain various challenges faced by the modern day marketing managers in
customer retention and management. (June 12)
Section C (12 marks questions)
1. What are white goods? Bring out the applications of marketing research in consumer durables
(white goods)?
2. Explain various steps in the process of marketing research?
3. Discuss the applications of marketing research as far as customer orientation is concerned?
4. Describe the steps involved in the construction of a questionnaire?
5. Explain the criteria adopted to evaluate the performance of a sales personnel?
6. Explain how would you conduct a system level marketing audit?
Module VI Rural Marketing
Section A (2 Marks Questions)
1. Bring two characteristics of rural demand? (Sep2003)
2. What is rural market index?
3. Mention any two Indian companies resorting to rural marketing? (Aug05)
Section B (8 Marks Questions)
1. Bring out the challenges of rural marketing in India? (Oct 2004)
2. Explain different types of agricultural inputs?
3. Explain the role of rural advertising?
4. What does Thompson rural market index measures? (Aug 06)
Section C (12 Marks Questions)
1. Explain the features of rural marketing environment of our country? (Oct 2004)
2. Analyze the strategies of companies in India with regard to their rural marketing? (sep 2003)

Section D (15 Marks Questions)
Case 1(Sep 2002)
Rotomatic electronics was small company with product lines in accessories for medium to large
computers. The company specialized in the manufacture and sale of magnetic disc drive. The
product being a complex one required extensive electric controls. As the product required high
quality control, it has a high unit cost and was manufactured to meet customer satisfaction.
Rotomatics business in the computer industry was highly competitive. Many larger companies
manufactured their own magnetic disc drives and there were also quite a large number of small
manufactures who had entered the field recently. Rotomatics disc drives offered large capacity and
high speed and could interface with any existing computers. The company could expand its
operations due to attractive features and flexibility.
However, as the company was not occupying leadership position the market, had to constantly
come up with innovations to increase sales. In order to attain more corporate ability the
management decided to diversify into new product areas. They asked the R&D department to
design the single board efficient computer. As a result of six months hard work, the R&D
department gave the prototype. You are requested to suggest alternatives to reach the customers.
Also suggest the ways and means of positioning the new product in a highly competitive market.

Case 2 (Aug 2005)
Using multi-positioning to establish market niche
Ikea is a good example of a company that successfully uses a combination of positioning strategies
that satisfies the needs of a particular segment to find a distinctive international position in a
competitive market. Ikea is a Swedish company that retails furniture around the world. It uses
demographic and family-based segmentation to target primarily young people who cannot afford to
buy expensive furniture, but have aspirations for a nice, fashionable and comfortable home. Ikea
uses consistent brand visuals both outside and inside its stores and carefully considers the needs and
its market segment by keeping its costs low yet providing good service.
For example, it limits sales staff, but provides enough well-trained staff who can answer all
questions about the sections to which they are attached. It is supported by an effective computerized
system that informs customers of stock and delivery times. Similar items can be purchased
immediately while larger ones take 6-8 weeks to deliver. Customers pay at a final pay station and
order or select goods as they move through the well sign-posted store. So it appears like a grant
supermarket with staff in attendance. Customers can assemble all items themselves as Ikea designs
its furniture for self assembly, or has delivery staff to do it for a small additional fee. Furniture is
displayed in a room format so that customers can see how various combinations would appear
together in their own rooms. Finally, there is a childrens play area and a cafeteria catering to those
extra needs of young families, and opening hours cater to working customers. In terms of
combining positioning strategies, the targeted segment gets value for money, inspirational
satisfaction, complete access to verities and combinations of product features and attributes rooms
that solve choice problems and emotional satisfaction through thoughtful layout and services.

Questions:-
1. Analyze the positioning strategy of IKEA?
2. Do you suggest any other strategy to target young population?
3. What kind of training need to ne imparted to sales force of IKEA?
4. What else need to be done to retain the customers?

Case 3 (Oct 2004)
Bangalore water supply and sewerage board (BWSSB) is a century old public utility responsible for
providing water supply. Sewerage system and sewerage disposal in the Bangalore Metropolitan
Area. It supplies over 860 million liters of water per day to the city. The board has 22 tankers and
maintains 15, 000 public taps, 6,800 bore wells. Every month, nearly 4,00,000 water users pay their
bills.
In addition to the main function of water supply and sewerage disposal, BWSSB has to cater to
metering, billing and collection. They are very critical and crucial for customer satisfaction.
A report by public accounts committee in 1999 had noted that only 28 customers out of every 1000
were satisfied with BWSSB. The report card for the year 2003-04 of PAC states that customer
satisfaction level about BWSSB services s 90%. It had attained the rare distinction of 100%
metering and 100% billing and its collection every month.
One of the parameters identified by BWSSB for customer satisfaction was to improve the service
quality of billing and its payment every month. Kaveri E-com was a path breaking initiative taken
by BWSSB during 2003. It is a fully automated bill payment facility with a cash acceptor
functioning round the clock, 365/366 days a year. A part from cash, it accepted DDs and cheques. It
accepts Indian currency notes and acknowledges the receipt instantaneously. It has a very customer
friendly menu of messages in English and Kannada. The Kiosk accepted water, electricity and
telephone bills. By may 2004, fifty two such Kiosks were installed at various points in the city.
BWSSB plants to install one hundred by December 2004 and two hundreds by June 2005. By the
end of March 2004, about 30% of the total bill was paid in these Kiosks.

Questions:-
1. Is this the beginning of marketing orientation in BWSSB? How?
2. What will be the practical problems involved in Kaveri E-com initiative of BWSSB?
3. What other steps to be taken by BWSSB to improve customer satisfaction?


Case 4 (June 2012)
Assuming yourself as the development manager of a consortium formulated by the
government for the development of SHG's you are required to develop necessary
strategies for the consortium that can help them to create market for their
products at the domestic as well as at the international markets. You are also
required to develop a brand, justifying your claim how such branding strategies
would facilitate the SHG's in competing against the existing brands, and provide
for business resurgence to such SHG's.

Note: You are also required to provide a descriptive note on the nature of
research you do before formulating such strategies.