Pompei college campus agenda for m.com-b.v.raghunandan
Marketing management for dummies b.v.raghunandan
1. Marketing Management for Dummies- B.V.Raghunandan, SVS College, Bantwal. ITI Students ,MSME, Mangalore, February 4, 2011
2. Marketing Management-what is it….. Study of the market for intended products Understanding the target customers Approach to customers Developing relevant product features Establishing effective channels of distribution Suitable promotion of the product Regular collection of market information Post Sale customer satisfaction
3. Market Study Size of the market Sustainability of demand Level of competition Social acceptance Environmental clearance Government policy Scalability of the demand
4. Understanding the Target Group Income level Lifestyles Demographic profile Geographic spread/concentration Frequency of consumption Likely changes in tastes Creation of identities
5. Approach to Customers Production concept Product concept Sales concept Marketing concept Societal concept
6. Developing Relevant Product Features Branding Packaging Performance Price Promotion Distribution Service Centers Grievance Redressal
7. Channels of Distribution Direct channel Use of wholesaler Wholesaler and retailer Agent middleman Franchisees
10. Sales Promotion Rebates Lottery Schemes Trade-off Festival offers Sale or Return offer Demonstration Bonus offer
11. Promotion: Others Sponsorship of events Publicity with a social cause Social advertisement Infrastructure Development At the point of sales Exhibitions
12. Regular Collection of Market Information Dealers Market Reports Customer contact programmes Salesmen Competitors reports Demographic studies Opinions of analysts
13. After-Sale Customer Service Installation Home Delivery Demonstration Training Programmes Maintenance Warranty Relationship marketing