1. Concepts
   1. 1. Introduction
      1. • Meaning
         1. √ Definition
            1. The marketing process encompasses all activities aimed at identifying and satisfying customer needs through exchange relationships to achieve organizational objectives in a dynamic environment.
         2. √ Marketing
            1. • Marketing is selling, in past
            2. • Marketing is an art and science of satisfying customers, at present
            3. • Marketing is managing profitable customer relationship, in future
         3. √ Key Points
            1. • Marketing is a process
            2. • Marketing consists of activities
            3. i) Product-related activities
            4. ii) Price-related activities
            5. iii) Place-related activities
            6. iv) Promotion-related activities
            7. • Marketing satisfies customer needs
            8. • Marketing facilitates exchange relationships
            9. Exchange relationships
            10. • Marketing helps achieve objectives
            11. a) Profit
            12. b) Service
            13. c) Growth
            14. d) Survival
            15. e) Leadership
            16. • Marketing occurs in a dynamic environment
      2. • Importance of Marketing
         1. 1) Importance to consumers
            1. a) Standard of living
            2. b) Value addition
            3. c) Information
            4. d) Product assortment
            5. e) Satisfaction
         2. 2) Importance to organizations
            1. a) Demand management
            2. b) Product distribution
            3. c) Coordinated use of resources
            4. d) Objective achievement
            5. e) Environmental adaptation
         3. 3) Importance to society
            1. a) Social well-being
            2. b) Employment generation
            3. c) Community needs
            4. d) Economic management
      3. • Approaches to the study of marketing:
         1. 1. commodity approach,
         2. 2. functional approach,
            1. a) Exchange functions
            2. • Buying function
            3. • Selling function
            4. b) Distribution functions
            5. o Transportation
            6. o Storage
            7. c) Facilitating functions
            8. o Standardization
            9. o Financing
            10. o Risk management
            11. o Information flow
            12. o Research and development
         3. 3. institutional approach,
            1. a) Producers and manufacturers
            2. b) Middlemen
            3. • Wholesalers and retailers
            4. • Agent
            5. c) Facilitating institutions
            6. • Transportation agencies
            7. • Public warehouses
            8. • Advertising agencies
            9. • Financial institutions
            10. • Research and consultancy firms
         4. 4. system approach,
            1. a) Input: Marketing mix
            2. b) Processing: environmental influence and buyer behaviour
            3. c) outputs: objectives achevement
            4. d) feedback
            5. e) environment
         5. 5. environmental approach,
         6. 6. managerial approach,
            1. i) Marketing planning
            2. ii) Marketing implementation
            3. iii) Marketing control
         7. 7. economic approach,
         8. 8. legalistic approach
      4. • Development of marketing concepts
         1. 1) Production concept
         2. 2) Product Concept
         3. 3) Selling Concept
         4. 4) Marketing Concept
         5. 5) Customer Concept
         6. 6) Societal Concept
         7. 7) Holistic Concept
         8. Comparative features of marketing concepts
      5. • Marketing mix and its components
         1. A. Product Mix
            1. • Product variety
            2. • Quality
            3. • Design
            4. • Features
            5. • Brand
            6. • Packaging
            7. • Services
            8. • Warranties
         2. B. Price Mix
            1. • List Price
            2. • Discounts
            3. • Allowances
            4. • Terms of Sale
         3. C. Place Mix
            1. i) Channels
            2. • Wholesaler
            3. • Retailer
            4. • Agent
            5. ii) Physical Distribution
            6. • Order Processing
            7. • Warehousing
            8. • Material Handling
            9. • Inventory Management
            10. • Transportation
         4. D. Promotion Mix
            1. • Advertising
            2. • Sales Promotion
            3. • Publicity
            4. • Public Relations
            5. • Personal Selling
            6. • Direct Marketing
   2. 2. Marketing environment
      1. • Meaning
      2. • scope of marketing environment
         1. 1. Organizations
         2. 2. Activities
         3. 3. Forces
         4. 4. Elements of marketing mix
         5. 5. Stakeholders
            1. a) Customers
            2. b) Suppliers
            3. c) Competitors
            4. d) Market intermediaries
            5. e) Labour unions
            6. f) Government
            7. g) Pressure groups and media
      3. • Micro environmental forces
         1. A. Internal:
            1. 1. Organizational activities
            2.  Production
            3.  Finance
            4.  Human resource management
            5.  Research and development
            6. 2. Organizational scope
            7. a) Objectives
            8. b) Organizational structure
            9. c) Organizational resources
            10. d) Organizational cultures
            11.  Values
            12.  Beliefs
            13.  Norms
            14.  Symbols
         2. B. Task:
            1. 1. stakeholders
            2. a) Customers
            3. a) Consumers
            4. b) Business
            5. c) institutions
            6. b) Suppliers
            7. c) Competitors
            8. a) Generic competition
            9. b) Product competition
            10. c) Brand competition
            11. d) Price competition
            12. e) Price competition
            13. f) Non-price competition
            14. d) Market intermediaries
            15. i) Middlemen
            16. ii) Facilitators
            17. iii) Market service agencies
            18. e) Labour unions
            19. f) Government
            20. g) Pressure groups
            21. h) media
      4. • Macro environmental forces
         1. 1. Political-legal
            1. a) Political environment
            2. • Political system
            3. • Political institutions
            4. • Political philosophies
            5. b) Legal environment
            6. • Laws
            7. • Courts of law
            8. • Law administrators
         2. 2. Economic
            1. • Economic system
            2. i. Free market economy
            3. ii. Centrally planned economy
            4. iii. Mixed economy
            5. • Economic policies
            6. i. Monetary policy
            7. ii. Fiscal policy
            8. iii. Industrial policy
            9. • Economic conditions
            10. i. Income
            11. ii. Business cycle
            12.  Prosperity
            13.  Recession
            14.  Recovery
            15. iii. Inflation
            16. iv. Stage of economic development
            17.  Least developed
            18.  Developing
            19.  developed
            20. v. Natural resources
            21. • Globalization
         3. 3. Socio-cultural
            1. • Demographics
            2. i. Population size
            3. ii. Population growth
            4. iii. Age mix
            5. iv. Urbanization
            6. v. Distribution
            7. vi. migration
            8. • Social institutions
            9. i. Family
            10. ii. Reference groups
            11. iii. Social class
            12. • Social change
            13. • Life style
            14. • Cultural environment
            15. i. Attitudes
            16. ii. Value and beliefs
            17. iii. Type of products
         4. 4. Technological
            1. • Level of technology
            2. a) Labour-based technology
            3. b) capital-based technology
            4. • Technological change
            5. • Technology transfer
            6. a) Globalization
            7. b) Projects
            8. c) Trade
            9. d) Technical assistance
            10. e) Training and publications
            11. • Research and development budget
   3. 3. Marketing segmentation and targeting
      1. Market
         1. • Meaning
            1. A market is a group of customers. It consists of all existing and potential customers.
            2. Characteristics:
            3. a) Customers
            4.  Consumers
            5.  Businesses
            6.  Institutions
            7. b) Needs and wants
            8. c) Purchasing power
            9. d) Willingness to spend
            10. e) Exchange relationships
            11. f) Product
         2. • concepts
            1. 1. Place concept
            2. a) Physical space
            3. b) Buyers and sellers
            4. c) Communication
            5. d) product
            6. 2. Space concept
            7. a) Digital : E-commerce
            8. b) Technology
            9. c) Buyers and sellers
            10. d) Product
            11. 3. Customer concept
            12. a) Customers
            13. b) Needs and wants
            14. c) Purchasing power
            15. d) Willingness
            16. e) Exchange
            17. f) Products
         3. • Types
            1. 1. Consumer Market
            2. a) Focus: individuals and households
            3. b) Consumption
            4. c) Branding
            5. d) Packaging
            6. e) Promotion
            7. f) Demand
            8. g) Emotion
            9. 2. Industrial market
            10. a) Focus : organizations; business to business marketing
            11. b) Profit
            12. c) Demand
            13. d) Professionalism
            14. e) Rationality
            15. f) Channel
            16. g) Relationship
            17. h) Promotion
            18. 3. Institutional market
            19.  For:
            20.  Government institutions
            21.  Schools, colleges, clubs
            22.  Hospitals and nursing homes
            23.  Non-profit organizations-national, international
            24.  Religious institutions and charities
            25. a) Focus: govt institutions and non-profit
            26. b) Service
            27. c) Price
            28. d) Red tape
            29. e) Channel
            30. f) Relationship
            31. g) transparency
            32. 4. Global market
            33. a) Focus: various countries
            34. b) Customer
            35. c) Competition
            36. d) Branding
            37. e) Promotion
            38. f) Professionalism
            39. g) Channel
      2. Market segmentation
         1. -> Meaning
            1. Market segmentation is the process of dividing the total market into large homogeneous groups of customers who share similar needs and characteristics– G.R. Agrawal
            2. a) Division of total markets into groups
            3. b) The group should be large enough for marketing purposes
            4. c) The group should be homogeneous in preferences
            5. d) The customers in a group should have similar needs and characteristics
         2. • Requirements for effective segmentation
            1. a) Substantial
            2. b) Accessible
            3. c) Divisible(differentiable)
            4. d) Actionable
            5. e) Measurable
         3. • Benefits of market segmentation
            1. a) Identification of market opportunities
            2. b) Effectively use market resources
            3. c) Effective competitive response
            4. d) Market specialization
            5. e) Environmental adaptation
            6. f) Objectives achievement
         4. • Segmentation variables for consumer and industrial markets
            1. 1. For consumer markets
            2. a) Geographic variables
            3. i. Area
            4. ii. Topography and climate
            5. iii. Population density
            6. b) Demographic variables
            7. i> Age
            8. ii> Gender
            9. iii> Family size
            10. iv> Family life cycle
            11.  Young bachelor living alone
            12.  Young couple with no children
            13.  Young couple with children under 6 years (full Nest – 1)
            14.  Young couple with children over 6 years (full Nest – 2)
            15.  Middle aged couple with children over 6 years (full Nest – 3)
            16.  Older single living alone (Empty Nest)
            17. v> Education
            18. vi> Income
            19. vii> Social class
            20. viii> Ethnicity
            21. ix> Religion
            22. c) Psychographic variables
            23. i. Buying motives
            24.  Rational motives
            25.  Emotional motives
            26.  Ego motives
            27. ii. Life style
            28. 1) Activities
            29. 2) Interests
            30. 3) Opinions
            31.  Life style patterns:
            32. • Traditionalists(straights)
            33. • Playboy(swingers)
            34. • Longhairs(hippies, punks, etc)
            35. iii. Personality
            36. 1) Extraversion/Introversion
            37. 2) Agreeableness/disagreeableness
            38. 3) Conscientiousness/non-conscientiousness
            39. 4) Emotional stability/emotional unstability
            40. 5) Openness to experience/closed to experience
            41. d) Behavioural variables
            42. i. Occasions
            43.  Regular occasion
            44.  Special occasion
            45. ii. Benefits
            46. iii. User status
            47. 1) Regular user
            48. 2) First time user
            49. 3) Potential user
            50. 4) Non user
            51. iv. Usage rate
            52. 1) Heavy user
            53. 2) Medium user
            54. 3) Light user
            55. v. Loyalty status
            56. 1) Hard core
            57. 2) Split loyal
            58. 3) Shifting loyal
            59. 4) switchers
            60. vi. Attitude toward product
            61. 1) Enthusiasts
            62. 2) Positive
            63. 3) Negative
            64. 4) Indifferent
            65. 5) hostile
            66. 2. For industrial markets
            67. A. Geographic variables
            68. a) Location
            69. b) Topography
            70. c) climate
            71. B. Demographic variables
            72. a) Type of industry
            73. i. Agriculture, forestry, fishing
            74. ii. Mining and construction
            75. iii. Transport and communication
            76. iv. Finance, insurance, real estate
            77. v. Services
            78. b) Size of customer
            79. i. Cottage and small units
            80. ii. Medium sized units
            81. iii. Large sized units
            82. iv. Global units
            83. C. Operating variables
            84. a) Technology
            85. i. Manual technology
            86. ii. Mechanised technology
            87. iii. Automated technology
            88. iv. Computerized digital technology
            89. v. Robotics technology
            90. b) Usage rate
            91. i. Heavy user
            92. ii. Medium user
            93. iii. Light user
            94. iv. Non user
            95. c) Service needs
            96. i. Before sales service
            97. ii. After sales service
            98. iii. Warranties, guarantee
            99. iv. Installation, repairs, etc
            100. v. Credit
            101. D. Purchase Related variables
            102. a) Purchase organization
            103. b) Purchase documentation
            104. c) Negotiation period
         5. • Process of market segmentation
            1. 1. Market survey
            2. 2. Segment identification
            3. 3. Segment profiling
            4. 4. Segment evaluation/selection
            5. 5. Product positioning
            6. a) Identify potential competitive advantages
            7. b) Establish the product's key distinctive competitive advantage
            8. c) Communicate the competitive advantage
            9.  Product positioning variables
            10. • Attributes
            11. • Price
            12. • Quality
            13. • Technology
            14. • Service
            15. • Competition
            16. • Use
            17. • Benefit
            18. • Category
   4. 4. Marketing information system and marketing research
      1. A. Data and Information
         1. • Data
            1. Data is raw information. It is accumulation of facts or opinions. It can include figures, words, letters, symbols, graphs and pictures.
            2. Types:
            3. 1) Facts
            4. 2) opinions
            5. Sources:
            6. 1) Primary sources
            7. 2) Secondary sources
         2. • Information
            1. Information is processed data. Useful data. Knowledge derived from data analysis. Relates to specific needs of marketing. Raw material for decision making.
            2.  Sources of information
            3. 1) Internal records
            4. 2) Intelligence system
            5. 3) Decision support system
            6. 4) Marketing research
         3. • Importance of information and data
            1. a) Decision making
            2. b) Planning
            3. c) Implementation
            4. d) Control
            5. e) Environmental adaptation
      2. B. Marketing information system
         1. • Meaning
            1. A marketing information system is a unified system of interrelated parts to provide information support to achieve marketing objectives. It consists of input-processing-output-feedback components.
            2. a) Input
            3. b) Processing
            4. c) Output
            5. d) feedback
            6. Marketing Information System
         2. • Feature:
            1. a) Inter-related components
            2. b) Processing
            3. c) Timelines
            4. d) Accuracy
            5. e) Consistency
            6. f) Accessibility
         3. • Importance:
            1. 1) Marketing planning
            2. 2) Marketing programme implementation
            3. 3) Marketing control
            4. 4) Market coverage
            5. 5) Environmental adaptation
            6. 6) Marketing decision making
            7. 7) Marketing concept implementation
         4. • Components
            1. Components of Marketing Information System
            2. 1. Internal records system
            3. a) Customer-related records
            4. b) Sales reports
            5. c) Other reports
            6. 2. Marketing intelligence system
            7. a) Marketing managers
            8. b) Sales force
            9. c) Middlemen
            10. d) Specialists
            11. e) Outsourcing
            12. f) Marketing information section
            13. 3. Decision support system
            14. a) Data bank
            15. b) Methods bank
            16. Analytical tools:
            17. i. Multiple regressions
            18. ii. Discriminant analysis
            19. iii. Factor analysis
            20. iv. Cluster analysis
            21. v. Conjoint analysis
            22. vi. Multidimensional sealing
            23. c) Model bank
            24. i) Models:
            25.  Markov Model
            26.  Queuing model
            27.  New product pretest models
            28.  Sales response models
            29. ii) Optimization routines:
            30.  Differential calculus
            31.  Mathematical programming
            32.  Statistical decision theory
            33.  Gane theory
            34.  Game theory
            35.  Heuristics
            36. 4. Marketing research system
            37. a) Systematic
            38. b) Objective
            39. c) Problem-oriented
            40. d) Decision making
      3. C. Marketing research
         1. • Process
            1. 1) Define the problem: based on
            2. a) Literature review
            3. b) Experience survey
            4. c) Case study
            5. d) brainstorming
            6. 2) State research objectives
            7. 3) Develop research plan
            8. Components of research plan
            9. a) Data sources
            10. i. Primary
            11. ii. Secondary
            12. b) Research methods
            13. i) Survey
            14. ii) Observation (case study)
            15. iii) Focus group research
            16. iv) Experiment
            17. v) Consumer panel
            18. c) Research instruments
            19. i. Questionnaire
            20.  Open-ended
            21.  Discrete
            22.  Closed-ended
            23. ii. Mechanical instruments
            24. d) Sampling plan
            25. e) Contact method
            26. f) Analytical tools
            27. 4) Collect needed information(data)
            28. 5) Analyze the information
            29. 6) Report the findings
         2. • Areas
            1. 1. Corporate research
            2.  Image of the organization
            3.  Environmental opportunities and threats
            4.  Environmental impact/response of marketing
            5.  Planning: short, long, perspective
            6.  Control: extent and causes of performance deviations
            7.  Social responsibility of marketing
            8. 2. Sales research
            9.  Market segmentation
            10.  Market share analysis
            11.  Sales analysis by product/territory/market
            12.  Sales forecasting
            13.  Market potential analysis
            14. 3. Competition research
            15.  Intensity of competition
            16.  Competitor's strategies
            17. 4. Product research
            18.  New product development and acceptance
            19.  Product testing
            20.  Product life cycle
            21.  Brand loyalty
            22.  Packaging design and testing
            23.  Product positioning
            24.  Test marketing
            25. 5. Price research
            26.  Pricing trends
            27.  Cost structures
            28.  Competition-oriented pricing
            29. 6. Place (distribution) research
            30.  Performance of effectiveness of channels
            31.  Channel structure
            32.  Channel dynamics and conflicts
            33.  Warehouse locations
            34.  Transportation mode
            35.  Physical distribution costs
            36. 7. Promotion research
            37.  Media research
            38.  Ad-effectiveness
            39.  Copy testing
            40.  Impact of sales promotion
            41.  Channel promotion
            42. 8. Customer research
            43.  Motivational
            44.  Preferences
            45.  Attitudinal
            46.  Consumption patterns
            47.  Needs and wants
            48.  Level of satisfaction
            49.  Profile of customers
      4. D. Marketing information system in Nepal and its use in marketing decisions
   5. 5. Buyer behaviour
      1. A. Buyer behaviour
         1. • Meaning
            1. Buying behaviour is the decision processes and acts of customers involved in buying and using products.
            2. Model of buyer behaviour
            3.  Model of buyer behavior
            4. 1) Stimuli
            5. a) Marketing mix
            6. b) Environmental forces
            7. 2) Influences
            8. a) Buyer characteristics
            9. i. Personal
            10. ii. Psychological
            11. iii. Social
            12. iv. culture
            13. b) Buyer decision process
            14.  Problem recognition: it is recognising an unsatisfying need.
            15.  Information search for identification of alternative products.
            16.  Evaluation of alternatives relating to products.
            17.  Purchase decision to select product or brand.
            18.  Post purchase behaviour: satisfaction or dissatisfaction after purchase.
            19. 3) Buyer responses
            20.  Product choice
            21.  brand choice
            22.  channel choice
            23.  purchase timing
            24.  purchase amount
            25. 4) Post purchase feedback
         2. • Importance
            1. 1. Customer need satisfaction
            2. 2. Marketing mix development
            3. 3. New market opportunities
            4. 4. Target market selection
            5. 5. Product positioning
            6. 6. Efficient resource use
         3. • Consumer buying process
            1. a) Low involvement
            2. b) High involvement
            3.  Stages of consumer buying process
            4. i. Need and Problem recognition
            5. ii. Information search
            6. a. Internal search
            7. b. External search
            8.  Personal sources
            9.  Market sources
            10.  Public sources
            11.  Experiential sources
            12. iii. Evaluation of alternatives
            13. a. Product attributes
            14. b. Brand beliefs
            15. c. Utility function attributes
            16. iv. Purchase decision
            17.  Payment method, warranties, delivery, after-sales service, and installation
            18.  Purchase intention developed during evaluation of alternatives
            19.  Social influence from family, friends, co-workers
            20.  Situational factors that increase the level of risk
            21. v. Post purchase behaviour: satisfaction or dissatisfaction after purchase.
            22. Disposal
         4. • Factors determining consumer-buying decisions
            1. 1. Economic factors
            2. a) Level of income
            3. b) Liquid assets
            4. c) Savings, debt and credit availability
            5. d) Attitude toward spending
            6. e) Economic conditions
            7. 2. Personal factors
            8. a) Age
            9. b) Gender
            10. c) Family size and family life cycle
            11. d) occupation
            12. 3. Psychological factors
            13. a) Motivation
            14. i. Freud's theory of motivation
            15. ii. Maslow's theory of motivation
            16. iii. Herzberg's Theory of motivation
            17. b) Perception
            18. i) Selection
            19. ii) Organization
            20. iii) interpretatin
            21. c) Learning
            22. d) Attitude and belief
            23. i. Attitudes
            24. ii. Beliefs
            25. e) Personality
            26. i) Assertiveness
            27. ii) Agreeableness
            28. iii) Conscientiousness
            29. iv) Emotional stability
            30. v) Openness to experience
            31. f) Life style
            32. i. Activities
            33. ii. Interest
            34. iii. Opinions
            35. 4. Socio-cultural factors
            36. a) Social factors
            37. i. Family
            38. ii. Reference groups
            39. - Membership groups
            40. - Aspiration groups
            41. - Dissociative groups
            42. iii. Social class
            43. iv. Status
            44. b) Cultural factors
            45. i) Culture
            46. ii) Sub-culture
            47. Determinants of consumer buying decisions
      2. B. Organizational buying behaviour
         1. • Meaning
         2. • Features
            1. a) Buyers
            2. b) Demand
            3. c) Relationship
            4. d) Professionalism
            5. e) Channel
            6. f) Buying influences
            7. g) rationality
         3. • Organizational buying process
            1. a) Need recognition
            2. b) Product specifications
            3. c) Supplier search
            4. i. Internal search
            5. ii. External search
            6. d) Proposal evaluation
            7. e) Purchase decision
            8. f) Post-purchase behaviour
            9. Stages in organizational buying behaviour
         4. • Factors determining organizational buyer decisions
            1. 1. Environmental factors
            2. a) Economic factors
            3. i. Level of demand
            4. ii. Economic health
            5. iii. Competition
            6. b) Technological factors
            7. c) Political/legal factors
            8. i. Political factors
            9. ii. Legal factors
            10. d) Social responsibility factors
            11. 2. Organizational factors
            12. a) Objectives
            13. b) Policies
            14. c) Procedures
            15. d) structure
            16. 3. Interpersonal factors
            17. a) Authority
            18. b) Interests
            19. c) Status
            20. d) Persuasiveness
            21. 4. Personal factors
            22. a) Age
            23. b) Income
            24. c) Education
            25. d) Job position
            26. e) Personality
            27. Diagram
2. Tools
   1. 6. Product decisions
      1. A. Product
         1. • Meaning and concept and levels of product
            1. 1. Meaning
            2. -> A product is anything that satisfies a need or want of customers. Products can be:
            3. a) Goods
            4. b) Services
            5. c) Ideas
            6. d) Experiences
            7. e) Events
            8. f) Persons
            9. g) Places
            10. h) Properties
            11. i) Organizations
            12. j) Information
            13. -> Components of a product
            14. a) Design
            15. b) Quality
            16. c) Variety
            17. d) Features
            18. e) Brand
            19. f) Packaging
            20. g) Services
            21. h) Warranty
            22. 2. Concept
            23. a) Tangible concept
            24. b) Intangible concept
            25. c) Augmented concept
            26. d) Total product concept
            27. 3. Levels of product
            28. a) Core product
            29. b) Actual product
            30. c) Expected product
            31. d) Augmented product
            32. e) Potential product
            33. 5 levels of product
         2. • Types of product their distinctive features and marketing considerations
            1. 1. Consumer products
            2. a) Convenience products
            3. b) Shopping products
            4. c) Speciality products
            5. d) Unsought products
            6. Summary
            7. 2. Industrial products
            8. a) Materials and parts
            9. b) Capital items
            10. c) Supplies and services
            11. Summary
         3. • Meaning and stages of product life cycle
            1. 1) Meaning
            2. All products have a life cycle. They are born, they live, and they die. No product sells forever. Changes in technology, competition and buyer's preferences limit their life. Product sales vary over the life cycle. Different groups of consumers buy the product at different periods of time.
            3. 2) Stages
            4. a) Introduction
            5. i. Slow sales growth
            6. ii. Negative or low profit
            7. iii. Innovator customers
            8. iv. No competitors
            9. v. High price
            10. b) Growth
            11. i. Rapid sales growth
            12. ii. Rising profits
            13. iii. Early adopter customers
            14. iv. Growing competition
            15. v. Slightly lower price
            16. c) Maturity
            17. i. Slowdown in sales groth
            18. ii. Stable profit
            19. iii. Middle majority customers
            20. iv. Intense competition
            21. v. Lowest price
            22. d) Decline
            23. i. Declining profits
            24. ii. Declining sales
            25. iii. Laggard customers
            26. iv. Declining competition
            27. v. Increased price
            28. Stages of product life cycle
            29. Summary
         4. • Marketing activities in different stages of product life cycle
            1. Pic
         5. • Product adoption and diffusion process
            1. 1. Product Adoption
            2. -> Product adoption is concerned with how consumers learn about the new product for the first time and make decisions to become its regular user
            3. -> Stages:
            4. a) Awareness
            5. b) Interest
            6. c) Evaluation
            7. d) Trial
            8. e) Adoption
            9. 2. Product diffusion
            10. -> Product diffusion is the time taken for product adoption. It refers to market development process for new product.
            11. -> Categories:
            12. a) Pioneers
            13. b) Early adopters
            14. c) Early majority
            15. d) Late majority
            16. e) laggards
            17. Product diffusion curve
      2. B. New Product
         1. • Concept of new product,
            1. New Product
            2.  Products - New to the organizations
            3.  Products - New to the market
            4.  original products
            5.  improved products
            6.  modified products
            7.  new brands
            8. a) Reasons
            9. i. Changes in technology
            10. ii. Competition
            11. iii. Customer preferences
            12. iv. Environmental forces
            13. v. Organizational growth
            14. vi. Short product life cycles
            15. b) Types:
            16. i. Product innovation
            17. ii. Product modification
            18. iii. Product imitation
         2. • need for product innovation
            1. 1. Technological innovations
            2. 2. Market leadership
            3. 3. Competitive response
            4. 4. Changing customer preferences
            5. 5. Environmental adaptation
            6. 6. Failure of new products
         3. • reasons for product failure
            1. 1. Development costs
            2. 2. Product design
            3. 3. Market size
            4. 4. Competition
            5. 5. Positioning
            6. 6. Price
            7. 7. Distribution
            8. 8. Promotion
            9. 9. Government regulations
            10. 10. Favoured idea
            11. 11. Organizational arrangements
         4. • Process of new product development
            1. 1. Idea generation
            2. a) Sources
            3. i. Customers
            4. ii. Competitors
            5. iii. Sales force, suppliers and middlemen
            6. iv. Company personnel
            7. v. Other sources
            8. b) Techniques
            9. i. Marketing research
            10. ii. Attribute listing
            11. iii. Forced relationships
            12. iv. Need/problem identification
            13. v. Morphological analysis
            14. vi. Brainstorming
            15. vii. synetics
            16. 2. Idea screening
            17. a) Promising ideas: evaluated for consideration in the next stage
            18. b) Marginal ideas : stored for future uses
            19. c) Reject ideas : dropped
            20. 3. Concept development and testing
            21. a) Concept development
            22. b) Concept testing
            23. 4. Marketing strategy and business analysis
            24. a) Marketing strategy
            25. b) Business analysis
            26. 5. Product development
            27. 6. Test marketing
            28. a) Trial
            29. b) First repeat
            30. c) Adoption
            31. d) Purchase frequency
            32. 7. Commercialization
            33. a) Where
            34. b) When
            35. c) Whom
            36. d) How
            37. Stages in New Product Development
      3. C. Decisions/Strategies
         1. • Product line and product mix strategies
            1. 1. Product line strategies
            2. a) Meaning: A product line is
            3. - A group of closely related products
            4. - Perform similar function
            5. - Sold to the same customer group
            6. - Marketed through the same channels
            7. - Product line strategies require analysis of total sales and profits contributed by each item in the line.
            8. - Product item is distinct unit in the product line. Product mix strategies involve decisions regarding a product's
            9. o Width
            10. o Depth
            11. o Length and
            12. o consistency
            13. b) Decisions
            14. i. Product line length
            15. 1) Line stretching
            16.  Trading-up
            17.  Trading down
            18. Product line stretching
            19. 2) Line filling
            20. 3) Line contraction
            21. ii. Line modernization
            22. iii. Line featuring
            23. 2. Product mix strategies
            24. i. Product width
            25. ii. Product depth
            26. iii. Product length
            27. iv. Product consistency
            28. Product mix in practice
         2. • Service product
            1. 1. Meaning
            2. Philip Kotler: a service is any act or performance that one party can offer to another that is essentially intangible and does not result in the ownership of anything.
            3. 2. Types
            4. a) People-based or equipment based
            5. b) Personal or business
            6. c) For profit or not-for-profit
            7. d) Client presence or absence
            8. 3. Nature
            9. a) Intangibility
            10. b) Inseparability
            11. c) Variability
            12. d) Perishability
            13. 4. Strategies
            14. a. Service product-mix strategies
            15. b. Pricing strategies
            16. c. Distribution strategies
            17. d. Promotion strategies
            18. e. People
            19. f. Physical evidence(environment)
            20. g. Process (service differentiation)
         3. • Branding
            1. 1. Meaning
            2. Philip Kotler: A Brand is a name, term, symbol or design, or a combination of them, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors.
            3.  A brand name consists of words, letters and numbers.
            4.  A brand mark appears in the form of symbol, design, sign, colour. It is recognized by eyes.
            5.  A Trademark is legally protected brand. It implies ownership and exclusive right to use by the user.
            6.  A brand equity is the value a brand adds to product. Famous brands add value in the minds of customers. Organizations build brand portfolios. Brands convey reputation of the seller.
            7. 2. Objectives
            8. a) Customer-related
            9. i. Product identification
            10. ii. Quality assurance
            11. iii. Prestige and status
            12. b) Organization-related
            13. Promotion
            14. Brand loyalty
            15. Product positioning
            16. Product mix expansion
            17. Efficiency in marketing
            18. Image enhancement
            19. Legal protection
            20. c) Society-related
            21. Event promotion
            22. Consumer welfare
            23. Environmental protection
            24. 3. Reasons for and against branding
            25. a) Reasons for branding
            26. i. Product identification
            27. ii. Quality consistency
            28. iii. Prestige and status
            29. iv. Promotion
            30. v. Efficiency
            31. vi. Legal protection
            32. vii. Social well-being
            33. b) Reasons against branding
            34. i. High cost
            35. ii. Low quality
            36. iii. Perishable products
            37. iv. Homogeneous products
            38. v. Legal formalities
            39. 4. Types
            40. a) Ownership-based
            41. i. Manufacturer brand
            42. ii. Distributor brand
            43. iii. Licensed brand
            44. b) Product line-based
            45. i. Individual brand
            46. ii. Family brand
            47. 5. Essentials of a good brand name
            48. a) Brevity
            49. b) Distinctiveness
            50. c) Adaptable
            51. d) Product attributes
            52. e) Legal protection
            53. f) Relevant
            54. g) Positioning
         4. • Packaging:
            1. 1. Meaning
            2. -> Philip Kotler: Packaging includes the activities of designing and producing the container or wrapper for a product.
            3.  Types:
            4. a) Unit packaging
            5. b) Family packaging
            6. c) Line packaging
            7. d) Branded packaging
            8. e) Multiple packaging
            9. 2. Objectives
            10. a) Protection
            11. b) Storage
            12. c) Information
            13. d) Positioning
            14. e) Promotion
            15. 3. Functions
            16. a) Containment
            17. b) Product protection
            18. c) Identification
            19. d) Promotion
            20. e) Product differentiation
            21. f) Distribution
            22. 4. Level of packaging
            23. a) Primary package
            24. b) Secondary package
            25. c) Shipping package
            26.  Materials used for packaging
            27. i) glass
            28. ii) wood, tin and aluminium foil
            29. iii) paper/cloth
            30. iv) plastics
            31. 5. Essentials of good packaging
            32. a) Attractive
            33. b) Convenient
            34. c) Economic
            35. d) Reusable
            36. e) Environment-friendly
            37. f) Communicative
         5. • Labels
            1. 1. Meaning
            2. a) Part of the packaging
            3. b) Identifies the brand or product
            4. c) Can be a tag attached to a product
            5. d) Can be elaborately designed graphic on the package
            6. 2. Functions
            7. a) Identification
            8. b) Description
            9. c) promotion
            10. 3. Types
            11. a) Brand labels
            12. b) Grade labels
            13. c) Descriptive labels
         6. • Product strategies in Nepal
   2. 7. Pricing decision
      1. Pricing
         1. • Meaning
            1. Price is what customers pay for what they get. It is the amount of money that customers pay for the product. It is the value of what is exchanged. It is an important variable for product positioning.
            2. a) Interest : paid for the use of money
            3. b) Rent: paid for the use of assets
            4. c) Commission: paid for services
            5. d) Fee: paid for professional services
            6. e) Salary and wages: paid for service of employees and workers
            7. f) Taxes: paid for the privilege of making money
         2. • Objectives:
            1. a) Profit-oriented
            2. i. Target return
            3. ii. Satisfactory profit
            4. b) Sales-eriented
            5. i) Sales volume
            6. ii) Market share
            7. c) Status-quo oriented
            8. i. Price stability
            9. ii. Meet competition
            10. iii. survival
            11. d) Quality-oriented
            12. i. Quality leadership
            13. ii. Quality imitation
         3. • Importance of pricing
            1. 1. Importance to the economy
            2. a) Factors of production
            3. b) Supply and demand
            4. c) Saving and investment
            5. d) Economic management
            6. 2. Importance to the organization
            7. a) Profitability
            8. b) Market share
            9. c) Non-price competition
            10. 3. Importance to customer
            11. a) Product choice
            12. b) Quality of the product
            13. c) Customer value
      2. Price determination
         1. • Factors affecting price determination
            1. 1. Internal factors
            2. a) Pricing objectives
            3. b) Costs
            4. c) Other elements of marketing mix: product, place, promotion
            5. d) Organizational structure
            6. 2. External factors
            7. a) Market demand
            8. b) Competition
            9. c) Market intermediaries
            10. d) Government
            11. e) Pressure groups
         2. • Methods of price determination
            1. 1. Cost-oriented
            2. a) Cost-plus pricing
            3. b) Target return pricing
            4. c) Break even pricing
            5. 2. Demand-oriented
            6. a) Customer value pricing method
            7. b) Perceived value method
            8. 3. Competition-oriented
            9. a) Meet competition method
            10. b) Below competition method
            11. c) Above competition method
            12. d) Sealed bid pricing method
      3. • Initiating Price Changes and responding to price changes
         1. 1. i) Initiating price cuts
            1. a) Excess capacity
            2. b) Market share
            3. c) Price wars
            4. d) Recession
         2. 1. ii) Responding to Price cuts
            1. a) If price cuts is initiated to use excess capacity, no response is needed
            2. b) If price cut is short term to clear old stocks, no response is needed
            3. c) If price cut is to capture additional market share, quick response is needed-long term nature
            4. d) If price cut is of the nature of price war, quick response is needed by cutting prices
         3. 2. i) Initiating price increases
            1. a) Unbundling
            2. b) Inflation
            3. c) Quality
            4. d) New taxes
         4. 2. ii) Responding to Price increases
            1. a) If the price increase is due to short supply and high demand, quick response is needed to increase in price
            2. b) If price increase is due to tax increases or inflationary pressures, quick response is needed to increase the price
            3. c) If price increase is due to improvement in quality and features, price increase can be done.
      4. • Price policies and strategies
         1. A. Pricing Policies:
            1. 1. Single price policy
            2. a) List price
            3. 2. Flexible price policy
            4. a) Price discriminatin
            5. b) Discounts
            6. c) Allowances
            7. 3. Geographical price policy
            8. a) FOB price(Free On Board)
            9. b) Zone price
            10. c) Base point price
            11. d) Uniform delivered price
            12. e) Freight absorption price
            13. 4. Product-mix price policy
            14. a) Product line price
            15. b) Optional feature price
            16. c) Product bundling price
            17. d) Two-part price
            18. e) Ancillary-product price
         2. B. Pricing strategies
            1. 1. Product life cycle strategy
            2. a) Introduction stage
            3. b) Growth stage
            4. c) Maturity stage
            5. d) Decline stage
            6. 2. Price change strategy
            7. Price increase strategy
            8. Price decrease strategy
            9. Price maintain strategy
            10. 3. Price response strategy
            11. Competitive price strategy
            12. Do nothing strategy
            13. Non-price competition strategy
            14. 4. Psychological strategy
            15. a) Prestige pricing strategy
            16. b) Odd-even pricing strategy
            17. c) Psychological discounting strategy
            18. d) Customary pricing strategy
            19. e) Promotional pricing strategy
   3. 8. Distribution decision
      1. A. Distribution
         1. • Meaning
            1. Distribution or place element of marketing mix gets the product to the target customers. It involves marketing channels and physical distribution.
            2. Philip Kotler: Distribution includes the various activities the company undertakes to make the product accessible and available to target customers.
         2. • Objectives
            1. a) Flow of goods
            2. b) Availability of goods
            3. c) Accessibility of goods
            4. d) Efficiency
            5. e) Customer satisfaction
         3. • Importance
            1. i. Efficiency
            2. ii. Communication
            3. iii. Financing
            4. iv. Value addition
            5. i) Place utility
            6. ii) Time utility
            7. iii) Quantity utility
            8. v. Employment
            9. vi. Compensation
            10. vii. Standard of living
      2. B. Channel
         1. • Channel system
            1. a) Inputs to channel system
            2. b) Processing
            3. c) Outputs
            4. d) Feedback
            5. e) Vertical channel system
            6. f) Horizontal channel system
            7. g) Multi-channel system
         2. • Channel structure:
            1. 1. For consumer goods
            2. a) Zero-level channel: manufacturer -> consumer
            3. b) One-level channel: manufacturer -> retailer-> consumer
            4. c) Two-level channel: manufacturer -> wholesaler-> retailer-> consumer
            5. d) Three-level channel: manufacturer -> sole agent-> wholesaler-> retailer-> consumer
            6. 2. For industrial goods
            7. a. Zero-level channel: manufacturer -> customer
            8. b. One-level channel: manufacturer -> retailer-> customer
            9. c. Two-level channel: manufacturer -> Agent -> Distributor -> customer
         3. • Marketing intermediaries and their role in distribution system
            1. 1. Wholesaler
            2. a) Role of wholesaler for manufacturers
            3. i. Distribution efficiency
            4. ii. Bulk buying
            5. iii. Financing
            6. iv. Risk bearing
            7. v. Market coverage
            8. vi. Promotion
            9. vii. Market information
            10. b) Role of wholesaler for retailers
            11. i. Efficiency
            12. ii. Assortment of goods
            13. iii. Financing
            14. iv. Technical support
            15. v. Promotion
            16. 2. Retailers
            17. a. Role of retailers for wholesaler
            18. i. Distribution efficiency
            19. ii. Financing
            20. iii. Market coverage
            21. iv. Promotion
            22. v. information
            23. b. Role of retailers for consumers
            24. i. Product assortment
            25. ii. Credit
            26. iii. Information
            27. iv. service
         4. • Strategic considerations in channel selection
            1. 1. Objectives considerations
            2. a) Control
            3. b) Coverage
            4. i. Intensive distribution
            5. ii. Selective distribution
            6. iii. Exclusive distribution
            7. c) Cost
            8. 2. Market considerations
            9. a) Type of market
            10. b) Target customers
            11. c) Market concentration
            12. d) Order size
            13. e) Competition
            14. 3. Product considerations
            15. a) Nature of product
            16. b) Unit value
            17. 4. Channel considerations
            18. Channel availability
            19. Range of services provided
            20. Channel attitudes
            21. 5. Organizational considerations
            22. a) Management capability
            23. b) Financial resources
            24. c) Marketing mix
            25. d) Legal provisions
         5. • Channel dynamics: role, power, conflicts and conflict resolution
            1. 1. Structural dynamics
            2. a) Vertical channel system
            3. i. Corporate vertical channel system
            4. ii. Administered vertical channel system
            5. iii. Contractual vertical channel system
            6.  Franchise contract
            7.  Retailer cooperative
            8. b) Horizontal channel system
            9. c) Multi-channel system
            10. 2. Behavioural dynamics
            11. a) Channel role
            12. b) Channel power
            13. i. Reward
            14. ii. Coercion
            15. iii. Referent
            16. iv. Expert
            17. v. Legitimate
            18. c) Channel conflict
            19. i. Types:
            20.  Vertical
            21.  Horizontal
            22.  Multi-channel
            23. ii. Causes of conflict
            24.  Goal incompatibility
            25.  Unclear roles
            26.  Perceptual differences
            27.  Over-dependence
            28.  Ideological differences
            29.  Poor communication
            30. iii. Managing conflict
            31.  Conciliation
            32.  Channel restructuring
            33.  Goal modification
            34.  Politics
            35.  Expansion of resources
            36.  Improved communication
      3. C. Physical distribution
         1. • Meaning
            1. Physical distribution is the process of getting products to target customers. It is the actual flow of product fromthe point of origin to the point of consumption.
         2. • Components
            1. 1. Order processing
            2. a) Receiving orders
            3. b) Handling orders
            4. c) Filling orders
            5. 2. Warehousing
            6. a) Private or public warehouse
            7. b) Number and location of warehouse
            8. 3. Material handling
            9. a) Mechanical handling
            10. b) Non-mechanical handling
            11. 4. Inventory management
            12. a. Control of inventory costs
            13. i. Order-processing costs
            14. ii. Carrying costs(holding costs)
            15. iii. Stock out costs
            16. b. Control of inventory levels
            17. i. Critical inventory levels
            18. ii. Economic order quantity
            19. iii. ABC analysis
            20. iv. Just-in-time (JIT)
            21. 5. Transportation
            22. a) Carrier type
            23. i. Private carrier
            24. ii. Contract carrier
            25. iii. Common carrier
            26. b) Transportation mode
            27. i. Cost
            28. ii. Speed
            29. iii. Consistency
            30. iv. Safety
            31. v. availability
            32. c) Inter-modal transportation
   4. 9. Promotion decisions
      1. • Promotion
         1. A. Meaning
            1.  Persuasive communication with the customers
            2.  A highly visible component of marketing mix
            3.  Tells the target customers about the product, price and place
            4.  Consists of activities that facilitate exchanges with target customers through persuasive communication
            5.  Also called marketing communication
         2. B. Objectives
            1. 1) Informing
            2. 2) Persuading
            3. 3) Reminding
            4. 4) Reinforcing
            5. 5) Image building
      2. • Process and elements of marketing communication
         1. 1. Sender
         2. 2. Encoding
         3. 3. Channel
         4. 4. Decoding
         5. 5. Receiver
         6. 6. Feedback
         7. 7. Noise
      3. • Promotion mix
         1. I. Components:
            1. A. Advertising
            2. 1. क. Meaning
            3. o Any paid form of non-personal communication by an identified sponsor to promote products
            4. o Used for mass media
            5. o Most widely used promotional tool
            6. ख. Types:
            7. i. Consumer and trade advertising
            8. ii. Product and institutional advertising
            9. iii. Primary demand and selective demand advertising
            10. iv. Local, National, International
            11. ग. Characteristics:
            12. i. Advertising involves costs
            13. - Development costs
            14. - Production costs
            15. - Media costs
            16. - Administrative costs
            17. ii. Advertising has a message
            18. iii. Advertising is non-personal
            19. iv. Advertising is sponsored
            20. v. Advertising promotes products
            21. vi. Advertising has objectives
            22. 2. Objectives
            23. a) Information
            24. b) Persuasion
            25. c) Reminder
            26. d) Reinforcement
            27. e) Image building
            28. f) Competition
            29. g) Help other promotion tools
            30. 3. Importance
            31. a. Information
            32. b. Brand loyalty
            33. c. Market share
            34. d. New segments
            35. e. Support other promotional tools
            36. f. Image
            37. g. Employment
            38. 4. Medias
            39. a) Print media
            40. i. Newspapers
            41. ii. Journals and magazines
            42. iii. Others:
            43. - Directory
            44. - Catalogue
            45. - Brochures
            46. - Insert
            47. - Package print
            48. - Newsletter
            49. - Direct mail
            50. b) Visual media
            51. i. Billboards (Hoarding)
            52. ii. Outdoor displays
            53. iii. Indoor displays
            54. c) Audio media
            55. i. Radio
            56. ii. Others:
            57. - Audio tapes and CDs (Circular disks)
            58. - telephone
            59. d) Audio-visual media
            60. i. Television
            61. ii. Others
            62. e) Internet
            63. 5. Selection of advertising media
            64. a. Advertising objectives
            65. b. Nature of product
            66. c. Cost of media
            67. d. Coverage of media
            68. e. Nature of message
            69. f. Impact of media
            70. B. Personal selling
            71. 1. क. Meaning
            72. o Personal communication with the customers to persuade them to buy the products
            73. o Customers come to salesperson or salesperson comes to customers
            74. o Face-to-face interactions
            75. ख. characteristics
            76. o Personal communication
            77. o Persuasion
            78. 2. Objectives
            79. a) Two-way communication
            80. b) Persuasion
            81. c) Relationship building
            82. d) Non-selling functions
            83. 3. Types of personal selling
            84. a. Location-wise
            85. i. Indoor personal selling
            86. ii. Outdoor personal selling
            87. iii. Indoor and outdoor personal selling
            88. b. Employer-wise
            89. i. Manufacturer's salesperson (Trade selling)
            90. ii. Wholesaler's salesperson
            91. iii. Retailer's salesperson
            92. 4. Process of personal selling:
            93. a) Indoor
            94. i. Draw attention
            95. ii. Ascertain needs
            96. iii. Presentation
            97. iv. Handling objections
            98. v. Closing sale
            99. b) Travelling sales
            100. i. Prospecting
            101. ii. Pre-approach
            102. iii. Approach
            103. iv. Presentation
            104. v. Meeting objections
            105. vi. Closing the sale
            106. vii. Follow-up
            107. C. Publicity
            108. 1. क. Meaning
            109. o Publicity usually takes the form of a news story in the mass media.
            110. o It can also be endorsement by an individual or group.
            111. o William Stanton: publicity is any communication about an organization, its products or policies through the media that is not paid for by the organization.
            112. ख. Characteristics:
            113. a. Communication with the public groups
            114. b. Deals with the org's products and policies. Also projects image of the org.
            115. c. Done through media: newspapers, magazines, radio, television
            116. d. Free of cost.
            117. e. Credibility in the eyes of the customers
            118. f. Can be positive or negative
            119. 2. Objectives
            120. a) Announce new products
            121. b) Build interests in established products
            122. c) Announce policies and performance
            123. d) Announce technological development
            124. e) Counter negative publicity
            125. 3. Types of publicity
            126. a. Personal communication
            127. b. Press conference
            128. c. News releases
            129. d. Feature articles
            130. e. Publications
            131. D. Sales promotion
            132. 1. क. Meaning
            133. Short term incentives to stimulate demand
            134. Used to create a stronger and quicker purchase response
            135. It can be directed at consumers, middlemen and sales personnel.
            136. Supplements advertising and facilitates personal selling
            137. ख. characteristics:
            138. a. Short term
            139. b. Incentives
            140. c. Quicker response
            141. d. Target audience
            142. 2. Objectives
            143. I. Objectives for consumer promotion
            144. a) Encourage greater purchase volume
            145. b) Attract new customers
            146. c) Introduce new products
            147. II. Objectives for trade promotion
            148. a) Carry and push new brands
            149. b) Increase inventories
            150. c) Attract new channel members
            151. d) Offset competitive promotion
            152. e) Better store desplays
            153. III. Objectives for sales force promotion
            154. a. Motivate sales force
            155. b. Support new products
            156. 3. Methods of sales promotion
            157. I. Consumer promotion
            158. a) Free samples
            159. b) Coupons
            160. c) Rebates
            161. d) Premium/gifts
            162. e) Price-offs
            163. f) Contests/prizes
            164. g) Displays/demonstartions
            165. II. Trade promotion
            166. a. Free goods
            167. b. Allowances
            168. c. Price-offs
            169. d. Sales contest
            170. e. Gift items
            171. f. Credit facilities
            172. g. Trade shows
            173. III. Sales force promotion
            174. a) Sales contests
            175. b) Trade shows and conventions
            176. c) Gift items
            177. d) Promotional kits
            178. e) Bonus and commissions
            179. E. Public relations
            180. 1. Meaning
            181. Promotes favourable attitudes and opinions towards an organization, its policies and its products in public.
            182. Develop favourable relationships with groups that have interests in organization's objectives.
            183. Philip Kotler: public relations involve a variety of programs designed to promote and/or protect a company's image or its individual products.
            184. 2. Objectives
            185. a) Announce new products
            186. b) Build interests in established products
            187. c) Announce policies and performance
            188. d) Announce technologicall development
            189. e) Counter negative publicity
            190. 3. Nature of public relation
            191. I. Media relations
            192. a) Personal communication
            193. i. Press conference
            194. ii. Speeches
            195. b) News releases
            196. c) Feature articles
            197. d) Publications
            198. II. Public service activities
            199. a. Sponsorship of events
            200. b. Lobbying
            201. c. Exhibits and displays
            202. d. Problem solving
         2. II. Factors affecting determination of promotion mix
            1. 1. Promotion objectives
            2. 2. Nature of product
            3. 3. Nature of target market
            4. 4. Stage of product life cycle
            5. 5. Size of promotion budget
            6. 6. Promotion strategy
3. Emerging concepts in Marketing
   1. • Quality marketing
      1. 1. Concept
         1. o Degree of excellence a product or service provides
         2. o Perception of product excellence by customers to satisfy needs
         3. o Intimate connection between product quality and customer satisfaction
         4. o Refers to adoption of Total Quality Management
         5. o Key to value creation and customer satisfaction
         6. o Continuously improving product quality through everyone’s commitment and involvement to satisfy customer needs
         7. o Long-term success through customer satisfaction
      2. 2. Dimensions of quality
         1. a. Performance
         2. b. Features
         3. c. Conformance
         4. d. Reliability
         5. e. Durability
         6. f. Service
         7. g. Response --- to Customer
         8. h. Aesthetics – of product
         9. i. Reputation- of Mfgr./Dealer
      3. 3. Requirements of Quality Marketing
         1. a. Commitment
         2. b. Customer orientation
         3. c. Organization-wise involvement
         4. d. Team effort
         5. e. New technology
         6. f. Quality materials
         7. g. Production methods
         8. h. control
      4. 4. Tools
         1. a) Improve Product Quality
            1. i. Right First time or zero defects
            2. ii. Quality circles
            3. iii. Just-in-time Inventory management
            4. iv. Statistical quality control
            5. v. Quality assurance
            6. vi. Training
         2. b) Improve Marketing Quality
            1. i. Strategic role
            2. ii. High standards
            3. iii. Design
            4. iv. Order filling
            5. v. Customer support
            6. vi. Relationships
            7. vii. Customer ideas
   2. • Relationship marketing
      1. A. Concept
         1. o Building long term mutually satisfying relations with customers in order to earn and retain their long term loyalty.
         2. o Steps to know the customers and to deliver high customer value and satisfaction
         3. o Long term partnership with marketer and customer
         4. o Both parties collaborate on identifying needs and developing and updating marketing mixes to satisfy needs.
         5. o Creates customer loyalty
         6. o Aims at customer retention
         7. o Builds satisfied and loyal customers
      2. B. Customer development process for relationship marketing
         1. 1. Prospects
         2. 2. First time customers
         3. 3. Repeat customers
         4. 4. Clients
         5. 5. Members
         6. 6. Advocates
         7. 7. Partners
      3. C. Strategies for relationship marketing
         1. 1) Quality assurance
         2. 2) Economic benefits(financial benefits)
            1. a) Frequency marketing programme
            2. b) Club membership programme
         3. 3) Social benefits
         4. 4) Technical benefits
   3. • Direct marketing
      1. A. Concept
         1. o Marketing without middlemen
         2. o Direct persuasion by manufacturer to specific customer to seek customer order
         3. o Interactive marketing system to build long term relationships with customers
         4. o Home shopping
         5. o Nonpersonal
         6. o Philip Kotler: Direct marketing is the use of consumer-direct channels to reach and deliver goods and services to customers without using marketing middlemen.
      2. B. Features
         1. 1. Customer concept
         2. 2. No middlemen
         3. 3. Customized product
         4. 4. Customized message
         5. 5. Channels
         6. 6. Interaction
      3. C. Benefits
         1. 1) To customer
            1. a) Convenient
            2. b) Time saving
            3. c) Low price
         2. 2) To manufacturer
            1. a) Relationship marketing
            2. b) Low cost
            3. c) Cost-effective promotion
            4. d) Information
            5. e) Timing
      4. D. Channels
         1. 1. Door-to-door selling
         2. 2. Direct mail
         3. 3. Catalogue marketing
         4. 4. Telemarketing
         5. 5. Television and other media
         6. 6. Kiosk marketing
         7. 7. Internet marketing
         8. 8. Database marketing
   4. • E-commerce (internet marketing)
      1. A. Concept
         1. o Linking sellers and buyers electronically
         2. o Paperless marketing communication
         3. o Use of information communication technology
         4. o Conducted through online computers
         5. o Internet as the communication channel
         6. o Establishing exchange relationships electronically through email, interner, and electronic platforms to satisfy individual needs of customers
         7. o Provides opportunities to sellers and customers for interaction and individualization
      2. B. Features
         1. Individualized communication
         2. Data depository
         3. E-mail and electronic platforms
         4. Online selling
         5. Relationship marketing
      3. C. Impact of e-commerce on marketing
         1. Direct marketing
         2. Electronic marketing
         3. Cost effective
         4. Marketing mix
         5. Promotion
         6. Strategic alliances
      4. D. Limitations of e-commerce
         1. Limited exposure
         2. Time consuming
         3. Security
         4. Ethical concerns