FULLY SOLVED BOOK LASY 5 YEARS PAPERS SOLVED PLUS GUESS

UNIT I INTRODUCTION 12
Marketing – Definitions - Conceptual frame work – Marketing environment : Internal and External -
Marketing interface with other functional areas – Production, Finance, Human Relations Management,
Information System. Marketing in global environment – Prospects and Challenges.
UNIT II MARKETING STRATEGY 12
Marketing strategy formulations – Key Drivers of Marketing Strategies - Strategies for Industrial
Marketing – Consumer Marketing –– Services marketing – Competitor analysis - Analysis of
consumer and industrial markets – Strategic Marketing Mix components.
UNIT III MARKETING MIX DECISIONS 12
Product planning and development – Product life cycle – New product Development and Management
– Market Segmentation – Targeting and Positioning – Channel Management – Advertising and sales
promotions – Pricing Objectives, Policies and methods.27
UNIT IV BUYER BEHAVIOUR 12
Understanding industrial and individual buyer behavior - Influencing factors – Buyer Behaviour
Models – Online buyer behaviour - Building and measuring customer satisfaction – Customer
relationships management – Customer acquisition, Retaining, Defection.
UNIT V MARKETING RESEARCH & TRENDS IN MARKETING 12
Marketing Information System – Research Process – Concepts and applications : Product –
Advertising – Promotion – Consumer Behaviour – Retail research – Customer driven organizations -
Cause related marketing - Ethics in marketing –Online marketing trends.