31
T.Y.B.COM.
BUSINESS MANAGEMENT
PAPER III
MARKETING
MANAGEMENT
Revised Syllabis w.e.f. academic year 2007 - 2008
For IDE Students applicable from 2008- 2009
, © UNIVERSITY OF MUMBAI
Dr. Vijay Khole Dr. Dhaneswar Harichandan
Vice Chancellor Professor -Cum- Director
Dr. Arun D. Sawant
Pro-Vice Chancellor
Course Coordinator : Dr. Gopinadhan S.
M.Com., MIB (IIFT), M.B.A. (HR), Ph.D
Professor & Head of the Department of
Commerce S.S. & L.S. Patkar college, .V.Road,,
Goregaon (West) MUMBAI - 400 062
e-mail ID:
Course Writer : Prof. (Mrs.) Sayali Yadav
Lecturer in Commerce
Khalsa College, Matunga, Mumbai - 400 019.
September - 08 - T.Y.B.Com. Business Management Group Paper III
Marketing Management
Published by : Professor cum Director
Institute of Distance Education, University of Mumbai,
Vidyanagari, Mumbai - 400 098.
DTP Composed : Ashwini Arts
Gurukripa Chawl, M.C. Chagla Marg, Bamanwada,
Vile Parle (E), Mumbai - 400 099.
Printed by :
, CONTENTS
Unit No. Title Page No.
1. Marketing Managemen 01
2. Current Marketing Environment in India 07
3. Product Positioning 67
4. Promotion Mix 74
5. Pricing 79
6. Sales Forecasting 101
7. Strategic Marketing Process 121
8. Dealing with competition 142
9. Servicing Marketing 167
10. Rural Marketing 194
, Syllabus
T.Y.B.Com.
Business Management Paper III
MARKETING MANAGEMENT
Objectives :
To develop conceptual clarity of marketing management area at a
fairly advanced level.
To create marketing consciousness among students.
To explain the macroeconomic relevance of marketing in a developing
country like India.
To develop skills in case study analysis.
1. Marketing Management –
Definition-need and importance-core concepts-need, wants,
demand, value, satisfaction, exchange and transaction-supply chain-
ust0mer satisfaction-retention-case studies.
2. Current Marketing Environment in India –
with special reference to Liberalization, Globalization and
Privatization-economic environment-demographic-technological-
natural – political – socio cultural. Change in market practices –e-
marking global marketing- case studies.
3. Product Positioning –
meaning – importance – strategies – product life cycle marketing
strategies – total offering of a product – case studies
4. Promotion Mix –
Meaning – objectives – elements –factors influencing – promoti0n
strategy – case studies
5. Pricing –
Meaning – objectives – methods – strategies – case studies
6. Sales Forecasting –
Meaning – importance – methods – analyzing consumer markets
and buyer behaviour – buying decision process – organizational
buying behaviour.
7. Strategic Marketing Process –
Meaning – importance – steps – corporate mission – SBU – BCG
model – SWOT analysis – strategic formulation – strategic alliances
T.Y.B.COM.
BUSINESS MANAGEMENT
PAPER III
MARKETING
MANAGEMENT
Revised Syllabis w.e.f. academic year 2007 - 2008
For IDE Students applicable from 2008- 2009
, © UNIVERSITY OF MUMBAI
Dr. Vijay Khole Dr. Dhaneswar Harichandan
Vice Chancellor Professor -Cum- Director
Dr. Arun D. Sawant
Pro-Vice Chancellor
Course Coordinator : Dr. Gopinadhan S.
M.Com., MIB (IIFT), M.B.A. (HR), Ph.D
Professor & Head of the Department of
Commerce S.S. & L.S. Patkar college, .V.Road,,
Goregaon (West) MUMBAI - 400 062
e-mail ID:
Course Writer : Prof. (Mrs.) Sayali Yadav
Lecturer in Commerce
Khalsa College, Matunga, Mumbai - 400 019.
September - 08 - T.Y.B.Com. Business Management Group Paper III
Marketing Management
Published by : Professor cum Director
Institute of Distance Education, University of Mumbai,
Vidyanagari, Mumbai - 400 098.
DTP Composed : Ashwini Arts
Gurukripa Chawl, M.C. Chagla Marg, Bamanwada,
Vile Parle (E), Mumbai - 400 099.
Printed by :
, CONTENTS
Unit No. Title Page No.
1. Marketing Managemen 01
2. Current Marketing Environment in India 07
3. Product Positioning 67
4. Promotion Mix 74
5. Pricing 79
6. Sales Forecasting 101
7. Strategic Marketing Process 121
8. Dealing with competition 142
9. Servicing Marketing 167
10. Rural Marketing 194
, Syllabus
T.Y.B.Com.
Business Management Paper III
MARKETING MANAGEMENT
Objectives :
To develop conceptual clarity of marketing management area at a
fairly advanced level.
To create marketing consciousness among students.
To explain the macroeconomic relevance of marketing in a developing
country like India.
To develop skills in case study analysis.
1. Marketing Management –
Definition-need and importance-core concepts-need, wants,
demand, value, satisfaction, exchange and transaction-supply chain-
ust0mer satisfaction-retention-case studies.
2. Current Marketing Environment in India –
with special reference to Liberalization, Globalization and
Privatization-economic environment-demographic-technological-
natural – political – socio cultural. Change in market practices –e-
marking global marketing- case studies.
3. Product Positioning –
meaning – importance – strategies – product life cycle marketing
strategies – total offering of a product – case studies
4. Promotion Mix –
Meaning – objectives – elements –factors influencing – promoti0n
strategy – case studies
5. Pricing –
Meaning – objectives – methods – strategies – case studies
6. Sales Forecasting –
Meaning – importance – methods – analyzing consumer markets
and buyer behaviour – buying decision process – organizational
buying behaviour.
7. Strategic Marketing Process –
Meaning – importance – steps – corporate mission – SBU – BCG
model – SWOT analysis – strategic formulation – strategic alliances
