MBA MARKETING
SECOND YEAR – THIRD SEMESTER
PAPER - XI
COURSE CODE: 36                                                                                PAPER CODE: H3010
CONSUMER BEHAVIOUR

UNIT - I

Consumer Behaviour and Marketing Action: An overview - Consumer involvement, decision-making processes and purchase behaviour and marketing implications -Consumer Behaviour Models

UNIT - II

Environmental influences on consumer behaviour - Cultural influences - Social class, reference groups and family influences - Opinion leadership and the diffusion of innovations - Marketing implications of the above influences.

UNIT - III

The individual consumer and buying behaviour and marketing implications - Consumer perceptions, learning, attitudes, motivation and personality - psychographics, values and lifestyles.

UNIT - IV

Strategic marketing applications - Market segmentation strategies - Positioning strategies for existing and new products, Re-positioning, perceptual mapping - Marketing communications - Source, message and media effects. Store choice and shopping behaviour - In-Store stil1)uli, store image and loyalty - Consumerism - Consumer rights and Marketers' responsibilities.

UNIT - V

The Borderless Consumer Market and buying behaviour - Consumer buying habits and perceptions of emerging non-store choices - Research and applications of consumer responses to direct marketing approaches - Issues of privacy and ethics.

REFERENCES
1. Loudon and Della Bitta: CONSUMER BEHAVIOUR: CONCEPTS AND APPLICATIONS, Tata Mc-Graw Hill.
2. Henry Assael: CONSUMER BEHA VIOUR AND MARKETING ACTION, Kent Publishing Co.).
3. Berkman & Gilson: CONSUMER BEHA VIOUR:CONCEPTS AND STRATEGIES,(Kent Publishing Co.).
4. Bennet and Kassarjian: CONSUMER BEHA VIOUR, (Prentice Hall of India)
5. Schiffman and Kanuck: CONSUMER BEHA VIOUR, Pearson Education Asia, 7'h. Edition,
6. Hawkins, Best & Concy: CONSUMER BEHA VIOUR. Tata McGraw Hill.
7. Efraim Turban, Jae Lce, David King, & I-I.Michael Chung: Electronic Commcrce: Managerial Perspective, Pearson Education Inc., 2000.

PAPER - XII
MARKETING RESEARCH
COURSE CODE: 36                                                                                PAPER CODE: H3020

UNIT – I

The Marketing Research System - Definition of MR - Basic and Applied Research - the' Research Process - Types of Research - Steps in MR Process - Research Design - Data Sources - Marketing Information System.

UNIT-II

Sampling - Simple and Complex Sampling Procedures - Strategical, Systematic, Area, Random-Digit Dialing. - Sample Size - Sampling Errors.

UNIT-III

Measurement and Causality - Factors in Measurement - Concepts of Validity and Reliability - Attitude Measurement - Scaling Procedures - Casual Designs - Four Design Procedures.

UNIT-IV

Data Instruments - Data Collecting Methods - Field Operations - Errors' and Difficulties -Data Processing, Coding and Editing.

UNIT - V

Data Analysis - Univariate, Bivariate, Multivariate -Hypothesis Testing - Descriptive and Inferential Statistics - Anova, Ancova, Manova, Factor, luster, Discriminant Analysis -Report Writing - Presentation of Data - Diagrammatic -Pareto analysis - Ishikawa diagrams.

METHODOLOGY: (1) Lectures (2) Written Notes (3) Assignments (4) Computer Practicals (Using Word Star, Lotus 1-2-3, Packages like Stat Graph, Statistics (SX) and SPSS) (5) Project Work.

REFERENCES
1. Naresh K. Malhotra: MARKETING RESEARCH: AN APPLIED ORIENTATION, Pearson Education, Asia.
2. Thomas C.Kinnear & James R. Taylor: MARKETING RESEARCH.
3. Aaker, Kumar & Day: MARKETING RESEARCH, John Wiley & Sons, 1998.
4. Boyd, Westfall & Stasch: MARKETING RESEARCH: TEXT AND CASES, Richard D Irwin Inc.. AITBS.
5. Paul E. Green & Donald S. Tull: RESEARCH FOR MARKETING DECISIONS.
6. Richard I.Levin: STATISTICS FOR MANAGEMENT.
7. Gibert A. Churchill, Jr.: MARKETING RESEARCH: METHODOLOGICAL FOUNDATIONS.

PAPER - XIII
INDUSTRIAL MARKETING
COURSE CODE: 36                                                                                PAPER CODE: H3030

UNIT-I

Introduction to Industrial Markets - Industrial Marketing System, Concepts and Characteristics - Types of Industrial Markets - Industrial Buyer Behaviour.

UNIT-II

Strategic Industrial Marketing (S.T.P.) - Marketing Information Systems and Marketing Research.

UNIT-III

Classification of Industrial Products and Services - New Product Development and Introduction - Industrial Product Management - Pricing Decisions in Industrial Markets.

UNIT-IV

Formulating Channel Strategies and Physical Distribution decisions - Promotional Strategies for Industrial Goods/ Services.

UNIT - V

Developing Marketing Strategies and Programs for Industrial Goods / Services.

METHODOLOGY

1. Lectures
2. Presentations
3. Case Analysis and Discussions.

REFERENCES
1. Richard M.HiII, Ralph S.Alexander & James S.Cross: INDUSTRIAL MARKETING; All India Traveller Book Seller Publishers and Distributors.
2. Robert R.Reeder, Edward G.Brierty & Betty H.Reeder: INDUSTRIAL MARKETING; Prentice-Hall International, 1987.

RECOMMENDED READING MATERIAL
1. Peter M. Chisnall: STRATEGIC INDUSTRIAL MARKETING; Prentice-Hall International, 1985.
2. Industrial Marketing Cases and Articles from HARVARD BUSINESS REVIEW, JOURNAL OF MARKETING and JOURNAL OF MARKETING RESEARCH.

PAPER - XIV
LOGISTICS MANAGEMENT
COURSE CODE: 36                                                                                PAPER CODE: H3040

UNIT - I

PERSONAL SELLING: Types of selling - Alternative Sales Structures: Network Marketing - Mail order selling - Elements of direct marketing - Teleshopping - Telemarketing -Systems selling. The selling process - Strategies and Styles - formulating sales objectives -Sales forecasting - Estimating market and Sales Potentials.

UNIT - II

THE SALES FORCE: Size of the sales force, sales organization based on customer, geography, product and combinations and current trends - sales training programs and motivating the sales force - sales force compensation, sales incentives and sales force evaluation - controlling the sales effort - sales quotas, sales territories, sales audit.

UNIT - III

PHYSICAL DISTRIBUTION: participants in the physical distribution function, the environment of physical distribution - Channel Design strategies and structures, selecting channel members, setting distribution objectives and tasks - Target markets and channel design strategies.

UNIT - IV

MANAGING THE MARKETING CHANNEL: Product, Pricing and Promotion issues in channel Management and Physical Distribution - Motivating channel members - Evaluating chan~el member performance - Vertical marketing systems - Retail co-operatives, Franchise systems and corporate marketing systems.

UNIT-V

E-enabled selling and distribution: e-Commerce and e-retailing as a channel of distribution, Electronic intermediaries, Disintermediation and Re-intermediation, e-enabled logistics management and tracking systems.

REFERENCES
1. Charles Futrell: SALES MANAGEMENT, Pearson Education Books
2. Eugene M. Johnson, David L. Kurtz & Eberhard E. Scheuing: SALES MANAGEMENT; Mcgraw Hill.
3. Bert Rosenbloom: MARKETING CHANNELS: A MANAGEMENT VIEW, Dryden Press.
4. Coughlan, Anderson, Stem & EI Ansary: MARKETING CHANNELS, Prentice-Hall India.
5. Bowersox & Closs: LOGISTICAL MANAGEMENT, Tata McGraw Hill.
6. Satish K. Kapoor & Purva Kansal: BASICS OF DISTRIBUTION MANAGEMENT - A LOGISTICAL
APPROACH, Prentice-Hall India, 2003.
7. Richard R. Still, Edward W. Cundiff & Norman A.P. Govani: SALES MANAGEMENT, Prentice-Hall
India.
8. Efraim Turban, Jae Lee, David King, & H.Michael Chung: Electronic Commerce: A Managerial Perspective, Pearson Education Inc., 2000.
 

PAPER - XV
RETAIL MARKETING
COURSE CODE: 36                                                                                PAPER CODE: H3050

UNIT – I

An overview of retailing - Types of stores - Product retailing vs. Service retailing - Non- store retailing - Retail strategy - Achieving competitive advantage and positioning -Retailing environment - legal, social, economic, technological, issues - Trends in the Indian Retailing Industry.

UNIT-II

Retail store location and layout - Country/Region analysis - Trade area analysis - Site evaluation and selection - Store design and layout - Comprehensive store planning - Exterior design and layout - Interior store design and layout - Interior design elements.

UNIT-III

Planning merchandise needs and merchandise budgets - Methods for determining inventory evaluation - Assortment planning, buying and vendor relations - Merchandise pricing - Price strategies - Psychological pricing - Mark-up and markdown strategies.

UNIT-IV

Communicating with the retail customer - Retail promotion mix-Advertising - Sales promotion - Publicity - Retail selling process - Retail database.

UNIT - V

Globalisation and changing retail formats - Virtual store - E-relating International Retailing - Opportunities - Market entry formulas - new customized formats (customized stores, portable stores, merchandise depots, retail threatre, service malls, customer-made stores, interactive kiosk 'shopping arcades')

REFERENCES:
1. Ron Hasty and James Reardon: RETAIL MANAGEMENT.
2. Rona Ostrow and Sweetman R. Smith: DICTIONARY OF RETAILING.
3. Lucas, Robert Bush & Larry Gresham: RETAILING (Hononghton Miffin, AIPD, India).

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