cookbook_MM.pdf - Ingredients to cook up a delightful business outcome Dr Smitha S Ranganathan Objective of this ‘CookBook’ • This document has

cookbook_MM.pdf - Ingredients to cook up a delightful...

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Ingredients to cook up a delightful business outcome Dr Smitha S Ranganathan
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Objective of this ‘CookBook’ This document has been put together in an attempt to fence your understanding of marketing concepts that were discussed as a part of the MM course. This document does not claim to be a ‘one source that serves all’, rather a ready reckoner for you to keep in touch with concepts that were addressed in the course that you may want to apply and continue to build on . It is hoped that it will trigger your curiosity to address live marketing problems you may encounter as part of your projects, interview discussions and later your job scenarios. THIS DOCUMENT IS NOT A CHEAT SHEET TO MARKETING CONCEPTS! Happy Marketing to you! Dr Smitha S Ranganathan Compiled by Dr SSR
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Concepts Covered in Marketing Management Marketing Strategy, Marketing Plan, Marketing Program Need, Want, Demand Segmentation Criteria, bases of segmentation Targeting Approach Concept of USP Positioning Why and How? Differentiation - Points of Parity, Points of Difference White Space Marketing Mix Tactical Levers 4Ps/7Ps in the service context Compiled by Dr SSR
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Concepts Covered in Marketing Management (Contd) Product Product Life Cycle, Managing product portfolio, new product development, basics of branding Product Portfolio Management BCG Matrix, Ansoffs Matrix Pricing
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