MARKETING MANAGEMENT
Production concept
Product concept
Sales concept
Marketing concept
Buying behavior models--- Economical, learning, psychoanalytical, sociological, Nicosia, Howard-Sheth models
Demand forecasting:
Statistical:
-----------
Simple projection
Extrapolation
Moving averages
Exponential
Time series
Regression
Complex econometric methods
PRODUCT MIX: All products
Width of product mix is equal to total no of product lines
Product width: Total no. of product lines
Product line depth: No of product variants in a line
Product length: Total no. of products sold in all product lines
Product line stretching: Stretching down / stretching up
Line filling: Add new products in product line
Line pruning
Perceptual mapping-- Product positioning
Brand Extension Versus Brand Proliferation
Pricing:
--------------
Cost based-- Markup/Absorption cost/Marginal cost)
Demand
Competition
Value
AIDA - Attention Interest Desire Action Coined by St Elmo Lewis
DAGMAR- Developed by Colley
Defining advertising goals for measured advertising results
PPT's on AIDA and DAGMAR
Sales territory--
Geographical area or type of customers assigned to a sales unit such as salesperson, sales manager, franchisee, distributor, or agent.
Product concept
Sales concept
Marketing concept
7 p's: PRODUCT PLACE PRICE PROMOTION PEOPLE PROCESS PHYSICAL EVIDENCE
4p's coined by : Jerome McCarthy in 1960
MARKETING MYOPIA Term is coined by THEODORE LEVITT
Buying behavior models--- Economical, learning, psychoanalytical, sociological, Nicosia, Howard-Sheth models
Demand forecasting:
Statistical:
-----------
Simple projection
Extrapolation
Moving averages
Exponential
Time series
Regression
Complex econometric methods
PRODUCT MIX: All products
Width of product mix is equal to total no of product lines
Product width: Total no. of product lines
Product line depth: No of product variants in a line
Product length: Total no. of products sold in all product lines
Product line stretching: Stretching down / stretching up
Line filling: Add new products in product line
Line pruning
Perceptual mapping-- Product positioning
Brand Extension Versus Brand Proliferation
Pricing:
--------------
Cost based-- Markup/Absorption cost/Marginal cost)
Demand
Competition
Value
AIDA - Attention Interest Desire Action Coined by St Elmo Lewis
DAGMAR- Developed by Colley
Defining advertising goals for measured advertising results
PPT's on AIDA and DAGMAR
Sales territory--
Geographical area or type of customers assigned to a sales unit such as salesperson, sales manager, franchisee, distributor, or agent.
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