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B19BC3040 - Marketing Management - Unit 4
B19BC3040 - Marketing Management - Unit 4
B19BC3040
SCHOOL OF COMMERCE
Program: BCOM INDUSTRY INTEGRATED
Course Title: MARKETING MANAGEMENT
Course Code: B19BC3040
Course Type: HC
Course Presenter: PROF. ABHISHEK DUTTAGUPTA
Course Mentor: PROF. JOHN PRAVIN
Semester & Section: III B
Academic Year: 2020-21
Course Pre-requisites: N/A
L T P: [2] [ 1] [ 0]
Pedagogy: ICT & E-CONTENT
Course Objectives:
1. To understand the basic concepts of marketing, Consumer Behavior
and Advertisement Strategies and impart in depth knowledge about
Market Segmentation, Market targeting and Product Positioning.
2. To impart the depth knowledge about the Marketing Mix and Global
Market Environment and understand the concept of types of
marketing and its issues.
Course Outcomes:
1. Able to know the strategies of advertising and Consumer behavior
process.
2. Know about the Target Market Selection and Strategies of Product
Positioning.
3. Know the techniques of 7P’s of Marketing Mix and Social Media
Marketing in Global Environment
4. Know different types of marketing and distribution system in India.
Syllabus:
Course Program
Unit Topics Outcome Outcome
s s
1. Marketing Management: A South Asian Perspective, Kotler, Koshy, Keller and Jha,15th
Edition Pearson.
2. Marketing, Paul Baines, Chriss Fill, Kelly Page, 2011, Oxford University Press
E-Resources:
1. https://www.smartinsights.com/digital-marketing-
strategy/customer-segmentation-
targeting/segmentation-targeting-and-positioning/
2. https://www.mindtools.com/pages/article/stp-
model.htm
Suggested Readings Unit wise:
1. Marketing Management: A South Asian Perspective,
Kotler, Koshy, Keller and Jha,15th Edition Pearson.
2. Marketing, Paul Baines, Chriss Fill, Kelly Page, 2011,
Oxford University Press
Presentation Topics:
1. Select 2 favorite consumer durable products of
your choice. Design a distribution channel for
them.
Assignment:
1. Find out the impact of Walmart on Flipkart after
its acquisition.
“Good marketing makes the company look smart.
Great marketing makes the customer feel smart.” –
Joe Chernov
ONLINE MARKETING
• Return on Investment
ONLINE MARKETING - MERITS
• GLOBAL REACH
• LOWER COST
• PERSONALISATION
• OPENNESS
• SOCIAL CURRENCY
• TIME CONSUMING
• HIGH COMPETITION
• Online Retailer
• Corporate Restructuring
• Marketing Channel
customers.
DISTRIBUTION SYSTEM - PURPOSE
• Transactional Function
• Facilitation
• Creating Efficiencies
• Sharing Risks
• Marketing
DISTRIBUTION SYSTEM - TYPES
• Indirect Channel
• One Level Channel
• Dual Distribution
• E-Commerce
TYPES OF INTERMEDIARIES
• Agents • Retailer
• Wholesalers Rep
• Dealer
MANAGING DISTRIBUTION CHANNELS
• Exclusive Distribution
• Intensive Distribution
• Selective Distribution
CHANNELS ALTERNATIVES
• Types of Intermediaries :
• Company Sales Force
• Manufacturer’s Agency
• Industrial Distributors
• Number of Intermediaries
• Intensive Distribution
• Exclusive Distribution
• Market Factors
• Product Factors
• Company Factors
• Environmental Factors
DIRECT MARKETING
• Focus on :
• Customer
• Data
• Accountability
• A Set of Database
• Specific Emphasis
E-COMMERCE
• Process of
• buying, transferring, or exchanging
• Lower Costs
• Early 80’s
• Before 1990
• 90’s onwards
RETAIL DISTRIBUTION SYSTEM IN INDIA
• Future Group
• Reliance Group
• Godrej Group
WHOLESALING