Mm Keywords

8/22/2019 Mm Keywords

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unit 1:- basic concepts of marketingpageno.

1 American marketing association-AMA 2

2 create exchanges that satisfies individual and organizational goal 2

3 ideas, goods and services 2

4 goods 3

5 services 3

6 experiences 3

7 events 3

8 places 3

9 properties 3

10 organizations 3

11 information 3

12 ideas 3

13 planning and executing the conception, pricing, promotion anddistribution of ideas, goods and services

3

14 philosophies guiding a company's marketing efforts 3

15 production concept 4

16 mass distribution mass production 4

17 product concept 4

18 selling concept 5

19 marketing myopia 5

20 Theodore Levitt - 5

21 narrow definition of business 6


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22 preoccupation wit product or technology 7

23 the belief that a product is forever and has no substitute 7

24 over obsession with mass production 8

25 over optimism about growing market 8

26 marketing concept 8

27 Charles Batchelor 8

28 target markets 10

29 self actualization 10

30 ego needs 10

31 social needs 10

32 safety and security needs 10

33 physiological needs 10

34 Maslow's hierarchy of needs 10

35 understanding customer needs 10

36 functional level 12

37 emotional dimension 12

38 social dimension 12

39 creating products to satisfy needs 12

40 five product levels 13

41 potential product 13

42 augmented product 13

43 expected product 13

44 basic product 13


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45 core benefit 13

46 core solution 13

47 basic or generic product 14

48 expected product 14

49 augmented product or value added product 14

50 potential product 14

51 integrated marketing to deliver those products to customers 16

52 internal marketing effort external marketing effort 16

53 organisation chart 16

54 profitability through customer satisfaction 17

55 sales decline 17

56 slow market growth rates 17

57 changing buying patterns 17

58 increasing competition 17

59 increased marketing expenditure 17

60 customer concept 18

61 mass customization 18

62 societal marketing concept 18

63 customer value and customer satisfaction 19

64 value functional benefits emotional benefits 19

65 costs monetary time energy psychic 19

66 costs 19

67 benefits 19


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68 total perceived costs 19

69 sources of value 20

70 quality improvements 20

71 add attributes or features that enhance performance 20

72 identify parallel needs 20

73 identify purchase patterns 20

74 how customers actually use the product 21

75 customers perception of risk 21

76 reduce risk of product failure 21

77 customer satisfaction 22

78 customer loyalty 22

79 customer relationship management-CRM 22

80 misconceptions about marketing 23

81 synonymous with advertising and promotion 23

82 only for consumer product companies 24

83 is a cost, not an investment 24

unit 2:-The marketing environment

1 external forces 30

2 internal forces 30

3 environmental scanning 30

4 understanding the external environment 30

5 elements of macro environment 31

6 socio cultural ,Legal-political, economic, sociocultural , technological 31


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7 paradigm shift 31

8 Philip Kotler 31

9 fad 31

10 trends 31

11 John Naisbitt 32

12 mega trends 32

13 globalization 32

14 IBM 33

15 major macro environmental factors 34

16 STEP analysis- PEST 34

17 political economical social technological 34

18 socio-cultural factors 34

19 power distance 34

20 individualism vs. collectivism 35

21 masculinity vs. femininity 35

22 uncertainty avoidance 35

23 time orientation 35

24 demographic factors 35

25 population age mix 35

26 education levels 36

27 ethnic markets and subcultures 36

28 technological factors 36

29 political and legal factors 38


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30 legislation regulating business 38

31 special interest groups 38

32 economic factors 39

33 business cycle 40

34 income growth and distribution 40

35 savings, debt and credit availability 40

36 natural environmental factors 40

37 changes in business and marketing 41

38 Carly Fiorina- HP 42

39 E-commerce 44

40 B2B 44

41 B2C 44

42 C2C 44

43 business to consumer 44

44 business to business 45

45 consumer to consumer 45

46 consumer to business-C2B 46

47 websites 47

48 macro environmental changes and the new Indian consumer 47

49 changing face of the economy 48

50 income growth 48

51 spending power 49

52 income distribution 50


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53 population demographics 50

54 change in consumption features 51

55 attitude towards consumption 51

56 availability of credit and Indian consumers attitude towards credit 52

57 effects of deregulation 53

unit 3:- market oriented strategic planning

1 nature of strategic planning 58

2 business strategy competitive strategy 58

3 planning process 58

4 business mission environment 59

5 marketing myopia 59

6 strategic analysis 61

7 external analysis 61

8 internal analysis 61

9 customer analysis 61

10 competitor analysis 61

11 industry and market analysis 61

12 macro environmental analysis 61

13 internal analysis 62

14 performance analysis 62

15 BCG GE Matrix 62

16 SWOT analysis 62

17 Apple 64


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18 competitive advantage 66

19 Michael Porter 66

20 Completive advantage-CA 66

21 substantial 66

22 valued 67

23 sustainable 67

24 leveraged 67

25 sources 67

26 lower costs of inputs 67

27 lower costs producer 67

28 reduction system 67

29 supply chain expertise 67

30 quality of man power resources 67

31 Core competence 68

32 C K Prahlad 68

33 Gary Hamel 68

34 Honda 68

35 3M 68

36 Black and Decker 70

37 strategy identification and selection 70

38 identifying strategic alternatives 70

39 intensive growth 71

40 diversification growth 71


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41 integrative growth 71

42 Ansoff Product Market Growth Matrix 72

43 new or existing product 72

44 new or existing market 72

45 market penetration 72

46 maruti 73

47 market development 73

48 product development 74

49 Gillette 75

50 Logitech 75

51 diversification 75

52 related diversification 75

53 unrelated diversification 75

54 selecting strategic alternatives 76

55 prepare operating plans for each functional area 77

56 elements of marketing plan 77

57 marketing objectives 77

58 market segmentation and targeting 77

59 market segment 77

60 marketing mix 78

61 product strategies 78

62 place-distribution strategies 78

63 pricing strategies 79


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64 promotion-communication strategies 79

65 implementation ,evaluation and control of the marketing plan 79

66 evaluation and control 80

67 BCG-growth share matrix 83

68 Stars 83

69 cash cows 84

70 question marks/problem child 84

71 dogs 85

72 GE multifactor portfolio matrix 85

unit 4:- competition and competitive strategy

1 identifying competitors 98

2 customer perspective 99

3 brand competition 99

4 industry competition 99

5 generic competition 99

6 share of wallet 99

7 share of mind share of heart 100

8 industry perspective 100

9 number of sellers and degree of product differentiation 100

10 pure monopoly 100

11 oligopoly 101

12 duopoly 101

13 monopolistic competition 101


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14 pure competition 101

15 cost structure 101

16 degree of vertical integration 102

17 degree of globalization 102

18 strategic groups 102

19 entry, mobility and exit barriers 102

20 potential competitors 103

21 structural analysis of an industry 104

22 five forces model 104

23 intensity of rivalry between firms 106

24 concentration ratio or % of market share held 106

25 market growth rates 106

26 overcapacity 106

27 higher fixed costs 106

28 perishable products 106

29 low levels of product differentiation 107

30 diversity of rivals 107

31 strategic importance of business r market 107

32 switching costs 107

33 intensity of rivalry affect business strategy 108

34 threat of substitutes 108

35 bargaining power of buyers 109

36 buyer power 109


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37 bargaining power of suppliers 110

38 threat of new entrants 111

39 entry barriers 111

40 industry structure and customer needs 113

41 competitor analysis 113

42 size, growth and profitability 113

43 image 114

44 competitor objectives and commitment 114

45 current and past strategies 114

46 organization and culture 115


48 exit barriers 115

49 specialised assets 115

50 customer commitments 115

51 relationships with other business units 115

52 government barriers 115

53 competitive advantage 115

54 strength and weakness analysis 116

55 innovation 116

56 manufacturing 116

57 finance 116

58 management 117

59 marketing 117


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60 customer base 117

61 setting up a competitive intelligent system 118

62 setting up the system 118

63 collecting the data 118

64 evaluating and analyzing data 118

65 disseminating information within the organization 118

66 generic competitive strategies 119

67 cost leadership 119

68 differentiation 121

69 focus 122

70 stuck in the middle 123

71 risks in pursuing the generic strategies 123

72 risks of overall cost leadership 123

73 risks of differentiation 124

74 market leader 125

75 sustainable competitive advantage 126

76 PIMS 126

77 remaining a market leader 126

78 key strategic action 126

79 expand the total market 126

80 defend share 127

81 Sun Tzu 127

82 good leader attack itself by 127


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83 525 rule 127

84 position defense 128

85 flank defense 128

86 pre-emptive defense 128

87 counteroffensive 128

88 mobile defense 128

89 contraction defense 128

90 increase sales when market size is constant 128

91 market challenger 129

92 strategic options open to a market challenger are 129

93 general attack strategies that a market challenger would use are 129

94 frontal attack 129

95 flank attack 130

96 encirclement attack 130

97 guerilla warfare 130

98 market follower 130

99 counterfeiter 130

100 cloner 130

101 imitator 131

102 adapter 131

103 market nicher 131

104 balancing customer and competitor orientation 131

105 create value -for customer 132


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106 capture value for owner 132

unit 5:-market research and demand forecasting

1 market research

2 problem identification research 140

3 problem solving research 141

4 segmentation research 142

5 product research 142

6 pricing research 142

7 promotional research 142

8 distribution research 142

9 the market research process 143

10 problem definition 144

11 develop of an approach to the problem 145

12 research design formulation 146

13 data sources 146

14 secondary 146

15 primary 146

16 research approaches 147

17 observational research 147

18 focus group research 147

19 survey research 147

20 behavioral research 147

21 experimental research 147


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22 research instrument 147

23 questionnaire 148

24 psychological tools 148

25 mechanical device 148

26 innovative qualitative tools 148

27 close ended questions 149

28 open ended question 149

29 sampling plan 150

30 sampling techniques 151

31 probability sample 151

32 simple random sample 151

33 stratified random sample 151

34 cluster area sample 151

35 non probability sample 151

36 convenience sample 151

37 judgment sample 151

38 quota sample 151

39 sample size 151

40 contact methods 152

41 mail questionnaire 152

42 telephone interview 152

43 personal I interview 152

44 online method 152


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45 field work or data collection 153

46 data preparation and analysis 154

47 multiple regression 155

48 discriminate analysis 155

49 factor analysis 155

50 cluster analysis 155

51 conjoint analysis 156

52 multidimensional scaling 156

53 report preparation and presentation 156

54 title page 156

55 letter of transmittal 156

56 letter of authorization 156

57 table of contents 157

58 executive summary 157

59 problem definition 157

60 approach to problem 157

61 research design 157

62 data analysis 157

63 results 157

64 limitation sand caveats 157

65 conclusions and recommendation 157

66 marketing decision support systems-DSS 158

67 interactivity 158


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68 flexibility 158

69 discovery 158

70 accessible 158

71 forecasting and demand measurement 159

72 market demand ,market potential , and market penetration 159

73 expansible market 159

74 non expansible market 159

75 market penetration index 159

76 share penetration index 159

77 company demand, sales forecast and sales potential 160

78 sales budgets 161

79 sales targets 161

80 estimating current demand 161

81 total market potential 161

82 area market potential 161

83 industry sales and market shares 162

84 estimating future demand 162

85 survey f business intention s 162

86 composite of sales force 162

87 expert opinions 163

88 statistical analysis of past sales analysis 163

unit 6:- consumer behavior

1 psychology 170


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2 sociology 170

3 social psychology 170

4 anthropology 170

5 economics 170

6 consumer research 170

7 simplified model of consumer decision making 170

8 input 171

9 firms marketing efforts 171

10 sociocultural environment 171

11 process 172

12 output 172

13 consumer as an individual 172

14 motivation 172

15 needs 172

16 innate needs 172

17 biogenic needs 172

18 psychogenic or secondary needs 173

19 Sigmund frued 173

20 Laddering technique 173

21 Maslow- 173

22 Herzberg 173

23 dynamics of motivation 174

24 positive or negative 174


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25 never fully satisfies 174

26 multiplicity of needs 174

27 needs and goals vary among individual 174

28 perception 175

29 dynamics of perception 176

30 selective perception -selective attention 176

31 selective distortion 176

32 selective retention 176

33 learning 177

34 advice 178

35 cue 178

36 response 178

37 reinforcement 178

38 beliefs and attitudes 178

39 personality 179

40 personal factors 181

41 age and stage of family cycle 181

42 occupation and economic circumstances 181

43 lifestyle 181

44 AIO variable 181

45 consumer in their socio cultural setting 182

46 culture 182

47 subculture 183


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48 reference groups 184

49 primary group 184

50 secondary group 184

51 virtual group 184

52 types of decision and buyer behavior 185

53 buying roles 186

54 initiator 186

55 influencer 186

56 decision maker 186

57 buyer 186

58 user 186

59 types of decision 187

60 extensive problem solving 187

61 limited problem solving 187

62 routinized problem solving 187

63 level of involvement 188

64 high involvement 188

65 low involvement 188

66 differences between brands 189

67 types of buying behavior 189

68 complex-B 189

69 dissonance reducing behavior 189

70 habitual buying behavior 190


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71 variety seeking behavior 190

72 decision making process 192

73 need recognition 192

74 actual state 192

75 desired state 192

76 prepurchase search 193

77 past experience 193

78 shopping around 193

79 internet 193

80 personal sources 194

81 marketing tasks 194

82 evaluation of alternatives 194

83 evoked set 194

84 the purchase decision 196

85 trial purchases 196

86 repeat purchases 196

87 long term commitment purchases 196

88 post purchase evaluation 197

89 relationship marketing and brand loyalty 197

90 permission marketing 198

91 erosion of brand loyalty 198

unit 7:- market segmentation and selecting target market

1 market segmentation 206


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2 mass marketing 206

3 shot gun approach 207

4 mass marketing 207

5 rifle approach 207

6 segmentation -targeting-positioning-STP 207

7 segment 207

8 niche marketing 208

9 market segmentation in different industries 209

10 mutual funds 209

11 life insurance 209

12 credit cards 210

13 bases for market segmentation 210

14 geographic segmentation 210

15 demographic segmentation 211

16 age and stage of life cycle 212

17 gender 213

18 marital status 213

19 income, education and occupation 214

20 psychological segmentation 214

21 psychographic segmentation 215

22 VALS studies 216

23 values attitudes and lifestyles 216

24 self driven materialists 216


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25 independent explorer 217

26 passive traditionalists 217

27 enthusiastic experimenters 218

28 optioned realists 218

29 mature sensible 219

30 socioculturral segmentation 220

31 culture and subculture 221

32 use-related segmentation 221

33 usage situation segmentation 222

34 time 222

35 occasion 222

36 objective 222

37 location of use 222

38 context 222

39 benefit segmentation 222

40 hybrid segmentation 223

41 criteria for effective market segmentation 224

42 substantial 225

43 accessible 225

44 differentiable 225

45 actionable 225

46 measurable 225

47 the market segmentation process 226


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48 survey 226

49 analysis of findings 226

50 segment profiling 226

51 evaluating segment attractiveness 226

52 market targeting 227

53 single segment concentration 228

54 selective specialization 228

55 product specialisation 228

56 market specialization 229

57 full market coverage 229

58 undifferentiated marketing 229

59 differentiated marketing 229

unit 8 :- Positioning

1 AI Ries And Jack Trout 236

2 why positioning important 237

3 selectively attentive 237

4 selectively retain 237

5 positioning concept 238

6 ABC 238

7 target audience 238

8 effective market segmentation 238

9 slot or category 238

10 frame e of reference or point of parity 239


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11 understanding perception s,attitudes, beliefs, values 240

12 B-Benefit 241

13 C-Compelling reason why 243

14 point of differentiation -POD 243

15 USP-unique selling preposition 243

16 credible and compelling evidence 243


18 Himalaya 243

19 under position 244

20 over positioning 244

21 confused positioning 244

22 doubtful positioning 244

23 process of developing position 244

24 perpetual mapping 245

25 positioning strategies 248

26 positioning on specific product features 248

27 positioning on specific benefits, needs and solution s 248

28 claiming to be the best in class on a given benefit 248

29 claiming pioneer status or first to offer a benefit 248

30 positioning on specific usage type 249

31 positioning on specific usage occasion 249

32positioning against another competitor by claiming superiorperformance

249

33 position through product class dissociation -the uncola strategy 249


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34 position by cultural symbols 249

35 positioning by price or lowest cost 250

36 positioning tools 250

37 one face to the consumer 250

38 single coherent face 250

39 contact points 250

40 moments of truth 250

41 repositioning 251

42 increase relevance to the consumer 253

43 increasing occasion of use 254

44 search for a more viable position 254

45 making the brand serious 254

46 falling sales 254

47 bringing in new customer 254

48 making the brand contemporary 255

49 differentiate form the newer set of competitors 255

50 changed market condition 255

unit 9:- Product concepts-I

1 product differentiation 263

2 valued 264

3 distinctive 264

4 profitable 264

5 sustainable 264


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6 Michael Porter 264

7 operational effectives 264

8 strategic positioning 264

9 volume industry 265

10 stalemated industry 265

11 fragmented industry 265

12 specialised industry 265

13 differentiation tools 266

14 product differentiation 266

15 product forms 266

16 product features 267

17 performance quality 267

18 conformance of quality 267

19 durability 268

20 reliability 268

21 reparability /serviceability 268

22 style/design /aesthetics 268

23 services 270

24 personnel 271

25 competence 272

26 courtesy 272

27 credibility 272

28 reliability 272


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29 responsiveness 272

30 channel 273

31 image 274

32 discovering new points of differentiation 275

33 product classification 277

34 durability and tangibility 277

35 consumer goods classification 277

36 convenience goods 278

37 staples 278

38 necessities 278

39 impulse goods 278

40 emergency goods 278

41 shopping goods 279

42 specialty goods 281

43 unsought goods 281

44 classification of consumer goods depends on market segment 282

45 industrial goods classification 282

46 raw materials 282

47 capital items 283

48 supplies, consumables and services 283

49 product mix and product lines 283

50 product mix 283

51 product portfolio 283


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52 width 283

53 length 283

54 depth 283

55 consistency 284

56 product line 284

57 length 284

58 depth 284

59 consistency 284

60 line filling 284

61 product portfolio and product line management 286

62 brand decision 287

63 badge of origin 288

64 brand essence 288

65 why do brands matter 289

66 identification of a product 289

67 reduce the risk 289

68 deep relation ship 289

69 legal protection 290

70 brand equity 290

71 branding decisions 291

72 the number of brands they will support 290

73 the branding strategy to be used 290

74 individual brand names 290


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75 range brand names 290

76 umbrella brand names 290

77 corporate name combined with an individual product name 292

unit 10:- product concept-II

1 product innovation 298

2 new to the world 298

3 new product line 298

4 addition to existing product lines 298

5 improvement and revisions of existing products 298

6 repositioning 298

7 cost reduction 298

8 types of innovations 300

9 innovation- two levels 300

10 incremental or continuous innovation s 300

11 breakthrough or discontinuous innovations 300

12 integrator model 301

13 orchestrator model 301

14 licensor/licensee model 301

15 organizing for new product development 302

16 entrepreneurs 302

17 mistakes 302

18 managing the product development process 303

19 concept development and testing 303


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20 marketing plan and business analysis 305

21 test marketing 305

22 commercialization 306

23 the consumer adoption process 306

24 product characteristic that influence diffusion 307

25 relative advantage 307

26 compatibility 307

27 complexity 307

28 trial ability 307

29 observably 308

30 stages in adoption process 308

31 awareness 309

32 interest 309

33 evaluation 309

34 trial 309

35 adoption 309

36 adoption categories 309

37 explorers 310

38 pioneers 310

39 skeptics 310

40 paranoids 310

41 laggards 310

42 the product life cycle concept-PLC concept 311


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43 product category 311

44 product form 311

45 technology 311

46 product life cycle patterns 311

47 style fashion fads 312

48 PLC stages and strategies in different phases 313

49 introduction stages 313

50 strategies to enter market 313

51 offensive strategy 313

52 defensive strategy 314

53 imitative strategy 314

54 product strategy 315

55 communications strategy 315

56 pricing strategy 316

57 rapid skimming or slow skimming 316

58 rapid penetration or slow penetration 316

59 distribution strategy 317

60 competitive strategy 317

61 growth stage 317

62 key marketing objectives-early growth 318





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67 latter growth stage 319

68 maturity stage 320





73 decline stage 322

74 lessons from product life cycle concept 323

75 positive curve sales curve 323

76 strategic focus and product life cycle 324

77 critique 324

78 forget the product life cycle 324

79 emerging markets 325

80 growth markets 325

81 market maturity 325

82 decline stage 325

unit 11:-distribution channels

1 role of marketing channels 334

2 intermediaries 334

3 merchants 334

4 agents 334

5 facilitators 334


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6 channel structure 335

7 direct/indirect distribution channel 336

8 vertical marketing system 337

9 types of VMS 337

10 corporate VMS 337

11 administered 337

12 contractual VMS 337

13 multiple channel 338

14 non-traditional channel 339

15 horizontal marketing system 339

16 internet 340

17 channel design strategies 341

18 levels of distribution intensity 341

19 intensive distribution 341

20 selective distribution 341

21 exclusive distribution 342

22 target market factors 342

23 intensive with wide coverage 342

24 cold chain network 342

25 selective with wide market coverage 342

26 product related factors 343

27 company related factors 344

28 push strategy pull strategy 344


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29 managing channel relationships 345

30 channel power, control and leadership 345

31 channel conflict 345

32 managing channel conflict 346

33 channel partnering 346

34 channel and distribution decisions for services 347

35 priority areas 348

36 minimizing waiting time 348

37 managing service capacity 349

38 improving service delivery mechanism 349

unit 12:-strategic pricing-I

1 cost based pricing 355

2 value based pricing 355

3 costs: impact of pricing 356

4 customer values and price sensitivity 357

5 economic value estimation 358

6 reference price effect 359

7 difficult comparison effect 360

8 switching costs effect 361

9 price-quality effect 362

10 expenditure effect 363

11 end benefit effect 365

12 shared cost effect 366


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13 fairness effect 366

14 framing effect 367

15 market segmentation using price -value perceptions 368

16 perceived value of product's differences 369

17 perceived pain of prices 369

18 price buyers 369

19 relationship buyers 369

20 value buyers 369

21 convenience buyers 369

22 effect of internet on price sensitivity 370

23 pricing strategy and the product life cycle 371

24 pricing the product at the introduction stage 372

25 price skimming strategy 372

26 market penetration strategy 372

27 price induced sampling 372

28 pricing the product for the growth stage 373

29 pricing the differentiated product 374

30 pricing the cost leader's product 374

31 price level reduction in the growth stage 375

32 pricing the established product in the maturity stage 375

33 pricing the product the decline stage 376

34 divesting 376

35 harvesting 377


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36 consolidation 377

unit 13:-strategic pricing-II

1 understanding the pricing game 383

2 understanding the price competiveness 383


4 impact of sales volume on cost 384

5 overcapacity 384

6 barriers to adjusting capacity 384

7 scope for product differentiation 384

8 product perish ability 384

9 number and diversity of competitors 384

10 industry growth rate 384

11 buyer concentration 384

12 price sensitivity of the buyers 384


14 reacting to competition with price 385

15 competitor is strategically weaker/cost of responding is too high 388

16 ignore 388

17 competitor is weaker and price reaction is cost justified 388

18 attack 388

19 competitor is neutral or stronger and the price reaction is too costly 389

20 accommodate 389

21 competitor is stronger and the price reaction is cost justified 389


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22 defense 389

23 pricing: key tool of a company's growth strategy 390

24 business models 391

25 role of distribution channel in setting prices 391

26 channel design 392

27 role of the channel intermediaries 392

28 product line pricing 393

29 fighter brands 393

30 flagship brands 393

31 flanker brands 393

32 relationship among products 393

33 pricing tactics 394

34 base level prices 394

35 geographic pricing 395

36 FOB origin pricing 395

37 uniform delivered pricing 395

38 freight absorption pricing 395

39 discounts, allowances and rebates 395

40 quality discount 395

41 cumulative discount 395

42 noncumulative discount 395

43 cash discount 395

44 trade discount 395


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45 seasonal discount 396

46 promotional allowances advertising allowances 396

47 rebate 396

48 zero percent financing 396

49 special pricing tactics 396

50 price lining 396

51 loss leader pricing 396

52 odd-even pricing 397

53 price bundling 397

54 price induced sampling 397

55 promotional pricing 397

56 cross benefit pricing 397

57 pricing process 398

unit 14:-integrated marketing communication -Imc

1 objectives 407

2 inform persuade and remind 407

3 reminder communication 408

4 communication process 409

5 sender 410

6 encoding 410

7 channel, media tools 410

8 media noise or media clutter 410

9 decoding 410


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10 AIDA concept 411

11 response hierarchy model 411

12 cognitive affective Connative 412

13 communication mix 413

14 advertising 413

15 types of advertising 415

16 corporate or institutional advertising 415

17 product advertising 415

18 pioneer advertising 415

19 competive advertising 415

20 sales promotion 416

21 loyal users 416

22 lure customers 416

23 brand switchers 416

24 low product usage or infrequent product usage 416

25 pull push 417

26 public relations and publicity 418

27 public relation tools 418

28 new product publicity 418

29 event sponsorship 419

30 product placement 419

31 consumer education 419

32 cause related marketing 420


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33 personal selling 420

34 direct marketing 421

35 internet as a communication tool 421

36 internet is interactive and involving 422

37 internet offers current, rich and in-depth information 422

38 internet personalizes the information 423

39 tools of internet communication 423

40 website 423

41 advertising and sponsored content 423

42 intranet 424

43 customer extranet 424

44 web PR 424

45 Email 424

46 factors affecting the communication mix 425

47 nature of the product 425

48 stages in the life cycle 426

49 target market 426

50 type of buying decision 427

51 available of funds 427

52 push and pull strategy 427

53 media mix 428

54 media planning 428

55 factors affecting media selection 429


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56 communication objectives 429

57 editorial fit 429

58 involvement with medium 429

59 image of the medium 429

60 characteristics of different media 430

61 television 430

62 radio 431

63 print media 431

64 magazines 432

65 outdoor 432

66 cinema 433

67 developing a communications campaign 434

68 marketing brief 435

69 communication tasks 435

70 creative and media strategy 435

71 media plan and media schedules 436

72 advertising pre testing 436

73 campaign roll out 436

74 post campaign analysis 437

75 slice-of -life 437

76 lifestyle 437

77 fantasy 437

78 humorous 437


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79 animated product symbols/brand persona 437

80 mood/image 437

81 demonstration 437

82 musical 437

83 scientific 437

84 budgeting for marketing communications 438

85 methods of setting communication budget 438

86 affordable method 438

87 percentage of sales method 438

88 competitive parity method 438

89 objective or task method 439

unit 15:- marketing of services

1 characteristics of services 446

2 intangibility 446

3 inseparability 447

4 variability 449

5 perishabilty 449

6 on demand side 450

7 on supply side 450

8 marketing mix for service firms 450

9 people 450

10 physical evidence 451

11 processes 452


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12 managing service quality 452

13 SERVIQUAL 452

14 reliability 452

15 responsiveness 452

16 assurance 452

17 empathy 452

18 tangibles 453

19 scan table 453

20 desired service 453

21 adequate service 453

22 GAP model of service quality 454

23 market information GAP 454

24 service standard GAP 455

25 service performance GAP 455

26 internet communication GAP 456

27 service equality GAP 456

28 implication of the GAP model for companies 456

29 transactional surveys 458

30 mystery surveys 458

31 new, declining and lost customer surveys 458

32 customer advisory panels 458

33 focus group interviews 458

34 customer complaint, comment and inquiry capture 459


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35 employee field reporting 459

36 employee surveys 459

37 service operating data capture 459

38 role for self service technologies-SST 459

39 differentiation of services 462

40 product offering 462

41 people 462

42 faster service delivery 462

43 image 462

44 managing product support service 463

45 value added service 463

46 product support service 464

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