MARKETING MANAGEMENT

Production concept
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.

Marketing Research: MD-Multidimensional scaling
                                Conjoint analysis

Services-- Intangible, Inseparable, Perishable

What  is Go error, drop error??
Go error link:
Go error definiton:
Drop error link:

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