FULLY SOLVED BOOK LASY 5 YEARS PAPERS SOLVED PLUS GUESS

Marketing Management

UNIT -I
Introduction to marketing: Nature, scope, core concepts, tasks of marketing management, and corporate orientation
towards marketplace; marketing environment; marketing research and information system; developing marketing
strategy and plan; ethical issues in marketing.
UNIT -II
Understanding consumer and business markets: Consumer buying decision process in consumer and business
markets; building customer value, satisfaction and loyalty; managing customer relations; Market segmentation,
targeting and positioning approaches to deal with market competition; tools of product differentiation.
UNIT -III
Product and pricing decisions: Product life cycle, product mix and product line decisions, new product
development process; branding, packaging and labelling decisions; pricing objectives, determinants of price,
pricing methods and strategies.
UNIT -IV
Promotion and distribution decisions: Promotion mix - Advertising and sales promotion; public relations;
personal selling; Channels of distribution: functions of intermediaries, channel design decisions, selecting channel
members, channel management; wholesaling and retailing.
Contemporary marketing trends and issues: Globalization, consumerism, green marketing, digital marketing;
evaluation and control of marketing effort; reasons for and benefits of going international; entry strategies in
international marketing