Marketing Management Notes
Subject Overview
Marketing Management covers the marketing mix and environment, consumer buying behaviour, segmentation/
Subject at a glance
4
Units
35
Topics
4
Credits
4
Infographics
Unit-wise Syllabus
4 units — open any unit for detailed topic-wise notes, diagrams and important exam questions
- Definition
- importance
- scope and basic concepts of marketing
- marketing mix
- marketing vs selling
- customer value
- micro/macro marketing environment analysis
- corporate strategic planning
- marketing information system
- consumer buying process and influencing factors
- 1Problem recognition
- 2Information search
- 3Evaluation of alternatives
- 4Purchase decision
- 5Post-purchase behaviour
Study guide
This unit covers the concept and scope of marketing, the marketing mix, customer value, environment analysis, strategic planning, the marketing information system and the consumer buying process. Explain customer value with an example.
- Market segmentation and targeting
- product differentiation and positioning
- product mix/packaging/labelling decisions
- branding and brand equity
- new product development
- consumer adoption process
- product life cycle
- services marketing and the 7Ps
- 1. Introduction: Build awareness
- 2. Growth: Expand distribution
- 3. Maturity: Defend share
- 4. Decline: Harvest or drop
Study guide
You study segmentation, targeting, differentiation, positioning, product mix, packaging, branding and brand equity, new product development, adoption, the product life cycle and services marketing. Analyse the STP of a brand.
- Pricing objectives
- factors
- methods
- price changes and strategies
- personal selling process and sales force management
- promotion mix — advertising
- sales promotion
- public relations
Skimming
High launch price for early adopters
New smartphones
Penetration
Low price to win share fast
New streaming service
Value-based
Price on perceived value
Premium brands
Psychological
Prices just below round numbers
₹499
Study guide
You study pricing objectives, methods and strategies, personal selling, sales force management and the promotion mix. Compare pricing strategies with examples.
- Supply chain decisions
- channel design and management
- retailing and wholesaling
- green/event/network/social/buzz marketing
- CRM
- global and rural marketing
- e-commerce
- digital marketing
- bottom-of-pyramid marketing
Zero-level
Manufacturer → consumer
D2C websites
One-level
Manufacturer → retailer → consumer
Large retail chains
Two-level
Manufacturer → wholesaler → retailer → consumer
FMCG goods
Three-level
Adds an agent or distributor
Rural FMCG distribution
Study guide
You study supply chain and channel decisions, retailing, wholesaling and emerging trends: green, event, social, viral marketing, CRM, global, rural, digital and bottom-of-pyramid marketing. Study a successful rural marketing case.
Why Marketing Management Matters
Marketing is the most popular MBA specialisation, and its frameworks apply to product, brand, digital and sales roles.
How to Prepare for Marketing Management
- Analyse live brand campaigns using the frameworks.
- Follow marketing news and cases.
- Prepare a short plan for a product of your choice.
Marketing Management: Frequently Asked Questions
What is STP in marketing?
Segmentation, Targeting and Positioning: dividing the market, choosing which segments to serve and defining how the brand is perceived.