1.3
Marketing Policy Analysis
Unit I:
The nature and scope of Marketing: Role of marketing and its functions with
special reference to an emerging economy. Modem concept of Marketing. Marketing
as a philosophy of management. Relationship of marketing with other functional
areas and general management in organization. Analyzing the micro-environment.
Unit II:
Product Policies- their importance: new product management- basic requirements
for new product success. Developing the new product policies regarding
addition, elimination and diversification of product lines. Simplication and
standardization. Brand and trade mark. Style and design. Package planning and
development.
Unit III:
Sales forecasting and planning: Developing and formulating sale plans, setting
quantitative and qualitative objective, procedure for determining forecasts,
study of seasonal demands, effect of changes in fashion and taste in planning
sales programmes and campaign.
Unit IV:
Marketing strategies for distribution: planning channels of distribution
suitable to various classes of goods and customers appraisal of sales, costs
and profit possibilities of each channel distribution of raw materials. The changing
face of retail.
Unit V:
Role of marketing communication, developing effective communication, identify
the target audience. Determine the communication objective. Design the
communication strategy developing and managing and advertising programme, sales
promotion events and experiences, public relation.
Unit VI:
Developing and communication of positioning strategy for creating brand equity.
Devising a branding strategy. Branding identity and customer loyalty. Brand
image and personality.
Unit VII: Direct
marketing; benefits, Direct mail, catalogue marketing telemarketing,
interactive marketing, placing ads and promotion on line, E-marketing
guidelines, ethical issues, relationship marketing.
Unit VIII:
Case studies
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