Principles of Marketing and E-Commerce : For University of Calcutta and WB State University

Principles of Marketing and E-Commerce For University of Calcutta and WB State University

Principles of Marketing and E-Commerce: For University of Calcutta and WB State University is designed to expand the reader's knowledge about an ever-changing market and the dynamic platform of e-commerce. Intended as a core text for the students of B.Com for the University of Calcutta and West...

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Detalles Bibliográficos
Autor principal: Lahiri, Isita (-)
Otros Autores: Ghosh, Sujit Kumar
Formato: Libro electrónico
Idioma:Inglés
Publicado: Noida : Pearson India 2011.
Colección:Always learning.
Materias:
Marketing > Textbooks.
Electronic commerce > Textbooks.
Ver en Biblioteca Universitat Ramon Llull:https://discovery.url.edu/permalink/34CSUC_URL/1im36ta/alma991009820412906719
Tabla de Contenidos:
  • Cover
  • Contents
  • Syllabus
  • Preface
  • About the Authors
  • Part I: Principles of Marketing
  • Chapter 1: Marketing: Adding Value to Customers
  • 1.1 Satisfying Customer Needs
  • 1.2 Evolution of Marketing
  • 1.3 Marketing: Concepts
  • 1.3.1 Traditional Concept of Marketing
  • 1.3.2 Modern Concept of Marketing
  • 1.4 Definition of Marketing
  • 1.5 Scope of Marketing
  • 1.6 Nature of Marketing
  • 1.7 Features of Marketing
  • 1.8 Functions of Marketing
  • 1.8.1 Functions Related to Merchandizing
  • 1.8.2 Functions Related to Logistics
  • 1.8.3 Functions Related to Supportive Activities
  • 1.9 Importance of Marketing
  • 1.10 Goals of Marketing
  • 1.11 Tasks of Marketing
  • 1.12 Basic Elements of Marketing
  • 1.12.1 Need, Want and Demand
  • 1.12.2 Exchange
  • 1.12.3 Market
  • 1.12.4 Marketer and Prospect
  • 1.12.5 Offering
  • 1.12.6 Value and Satisfaction
  • 1.12.7 Relationship Marketing
  • 1.12.8 Marketing Channels
  • 1.12.9 Supply Chain
  • 1.12.10 Competition
  • 1.13 Classification of Markets
  • 1.14 Marketing Philosophy
  • 1.14.1 Production Orientation
  • 1.14.2 Product Orientation
  • 1.14.3 Selling Orientation
  • 1.14.4 Marketing Orientation
  • 1.14.5 Societal Orientation
  • 1.15 Difference Between Selling and Marketing
  • 1.16 Online Marketing
  • 1.17 Challenges of Marketing
  • 1.18 Ethical Issues in Marketing
  • 1.19 Growing Relevance of Marketing in India
  • 1.20 Impact of Global Marketing on India
  • 1.21 Marketing Management
  • 1.21.1 Definition of Marketing Management
  • 1.21.2 Scope of Marketing Management
  • 1.21.3 Objectives of Marketing Management
  • 1.21.4 Significance of Marketing Management
  • 1.21.5 Functions of Marketing Managers
  • 1.21.6 Responsibilities of Marketing Managers
  • Summary
  • Key Words
  • Students' Ready Reckoner
  • Review Questions
  • References
  • Chapter 2: Marketing Environment: An Ever-changing Force.
  • 2.1 Converging Forces Favourably
  • 2.2 Marketing Environment: Concept
  • 2.3 Need of Environmental Analysis
  • 2.4 Types of Environments
  • 2.5 Micro Environment
  • 2.6 Proximate Macro Environment
  • 2.6.1 Suppliers
  • 2.6.2 Intermediaries
  • 2.6.3 Public
  • 2.6.4 Competitor
  • 2.7 General Macro Environment
  • 2.7.1 Demographic Environment
  • 2.7.2 Economic Environment
  • 2.7.3 Technological Environment
  • 2.7.4 Socio-Cultural Environment
  • 2.7.5 Political Environment
  • 2.7.6 Legal Environment
  • 2.7.7 Ecological Environment
  • 2.8 Techniques for Environmental Scanning
  • Summary
  • Key Words
  • Students' Ready Reckoner
  • Review Questions
  • Chapter 3: Segmenting, Targeting and Positioning: Reaching Consumers Efficiently
  • 3.1 Shelving Diversified Customers
  • 3.2 Market Segmentation: Concept
  • 3.3 Rationale for Segmentation
  • 3.4 Level of Market Segmentation
  • 3.4.1 Mass Marketing
  • 3.4.2 Segment Marketing
  • 3.4.3 Niche Marketing
  • 3.4.4 Local Marketing
  • 3.4.5 Individual Marketing
  • 3.5 Factors Influencing Choice of Bases for Segmentation
  • 3.6 Bases for Segmenting Consumer Market
  • 3.6.1 Geographical Variables
  • 3.6.2 Demographic Variables
  • 3.6.3 Psychographic Variables
  • 3.6.4 Behavioural Variables
  • 3.7 Bases for Segmenting Industrial Market
  • 3.7.1 Demographic Variables
  • 3.7.2 Operating Variables
  • 3.7.3 Purchasing Variables
  • 3.7.4 Situational Variables
  • 3.7.5 Personal Characteristics
  • 3.8 Patterns of Segmentation
  • 3.9 Segmentation Procedure
  • 3.10 Factors Determining Effective Segmentation
  • 3.11 Market Targeting
  • 3.11.1 Meaning of Market Targeting
  • 3.11.2 Target Market
  • 3.11.3 Strategies for Selecting Target Market
  • 3.12 Positioning
  • 3.12.1 Concept of Positioning
  • 3.12.2 Steps in Positioning
  • 3.12.3 Positioning Errors
  • 3.12.4 Positioning Strategies
  • 3.13 Market Share
  • Summary
  • Key Words.
  • Students' Ready Reckoner
  • Review Questions
  • Chapter 4: Consumer Behaviour: Knowing the Unknown
  • 4.1 Answering Bunch of 'Wh' Questions
  • 4.2 Consumer Behaviour: Meaning
  • 4.3 Factors Influencing Consumer Behaviour
  • 4.3.1 Cultural Factors
  • 4.3.2 Social Factors
  • 4.3.3 Personal Factors
  • 4.3.4 Psychological Factors
  • 4.4 Patterns of Buying Behaviour
  • 4.5 Buying Roles
  • 4.6 Consumers' Decision-Making Process
  • Summary
  • Key Words
  • Students' Ready Reckoner
  • Review Questions
  • Chapter 5: Marketing Mix: Blending with Marketing Flavour
  • 5.1 Influencing Consumers' Demand
  • 5.2 Marketing Mix: Concept
  • 5.3 Elements of Marketing Mix
  • 5.3.1 Product
  • 5.3.2 Price
  • 5.3.3 Place
  • 5.3.4 Promotion
  • 5.4 4Cs of Marketing
  • 5.4.1 Customer Solution
  • 5.4.2 Customer Cost
  • 5.4.3 Convenience
  • 5.4.4 Communication
  • Summary
  • Key Words
  • Students' Ready Reckoner
  • Review Questions
  • Chapter 6: Product Management: Going Beyond Tangibility
  • 6.1 Selling the Concept, not the Content
  • 6.2 Product: Meaning
  • 6.3 Product Planning
  • 6.3.1 Classification of Products
  • 6.3.2 Product Levels
  • 6.3.3 Product Mix
  • 6.3.4 Product Policy
  • 6.3.5 Product Portfolio
  • 6.4 Product Line Decisions
  • 6.4.1 Product Line Length
  • 6.4.2 Product Line Modernization
  • 6.4.3 Product Line Featuring and Line Pruning
  • 6.5 Product Differentiation
  • 6.5.1 Product Differentiation: Concept
  • 6.5.2 Product Differentiation: Methods
  • 6.5.3 Guidelines for Effective Differentiation
  • 6.5.4 Degree of Differentiation
  • 6.6 Product-Related Strategies
  • 6.6.1 Branding
  • 6.6.2 Packaging
  • 6.6.3 Labelling
  • 6.7 New Product
  • 6.7.1 Meaning of New Product
  • 6.7.2 Stages of New-Product Development
  • 6.7.3 Reasons for Failure of a New Product
  • 6.8 Product Adoption
  • 6.9 Product Life Cycle
  • 6.9.1 Concept of Product Life Cycle.
  • 6.9.2 Stages of Product Life Cycle and Strategies
  • Summary
  • Key Words
  • Students' Ready Reckoner
  • Review Questions
  • Chapter 7: Pricing: Justifying Value of Products
  • 7.1 Evaluating Every Unit of Money
  • 7.2 Price: Concept
  • 7.3 Pricing: Meaning
  • 7.4 Importance of Pricing
  • 7.5 Pricing Objective
  • 7.6 Factors Influencing Pricing
  • 7.7 Procedure of Price Determination
  • 7.8 Pricing Strategies
  • 7.9 Price Change
  • 7.10 Pricing of Services
  • Summary
  • Key Words
  • Students' Ready Reckoner
  • Review Questions
  • Chapter 8: Promotion: Stimulating Consumers' Desire
  • 8.1 Shaping Customers' Demand
  • 8.2 Communication Process
  • 8.3 Promotion: Meaning
  • 8.4 Objectives of Promotion
  • 8.5 Promotion Mix: Concept
  • 8.6 Promotion Mix Strategies
  • 8.7 Advertising
  • 8.7.1 Advertising: Concept
  • 8.7.2 Definition of Advertising
  • 8.7.3 Objectives of Advertising
  • 8.7.4 Role of Advertising
  • 8.7.5 Types of Advertising
  • 8.7.6 Media of Advertising
  • 8.7.7 Factors Influencing Selection of Media
  • 8.7.8 Developing an Advertising Programme
  • 8.7.9 Advertising Effectiveness
  • 8.8 Sales Promotion
  • 8.8.1 Sales Promotion: Concept
  • 8.8.2 Definition of Sales Promotion
  • 8.8.3 Objectives of Sales Promotion
  • 8.8.4 Types of Sales Promotion
  • 8.8.5 Methods of Sales Promotion
  • 8.8.6 Sales Promotion Effectiveness
  • 8.9 Personal Selling
  • 8.9.1 Personal Selling: Concept
  • 8.9.2 Definition of Personal Selling
  • 8.9.3 Objectives of Personal Selling
  • 8.9.4 Process of Personal Selling
  • 8.9.5 Role of Personal Selling
  • 8.9.6 Qualities of a Successful Sales Person
  • 8.9.7 Managing Sales Force in Personal Selling
  • 8.10 Direct Marketing
  • 8.11 Public Relations
  • 8.11.1 Public Relations: Concept
  • 8.11.2 Definition of Public Relations
  • 8.11.3 Objectives of Public Relations
  • 8.11.4 Role of Public Relations.
  • 8.11.5 Media Used in Public Relations
  • Summary
  • Key Words
  • Students' Ready Reckoner
  • Review Questions
  • References
  • Chapter 9: Distribution Management: Fortifying the Network
  • 9.1 Bridging the Gap Between Producers and Consumers
  • 9.2 Distribution Management: Concept
  • 9.3 Distribution Channels
  • 9.3.1 Meaning of Distribution Channel
  • 9.3.2 Importance of Distribution Channels
  • 9.3.3 Role of Distribution Channels
  • 9.3.4 Types of Distribution Channels
  • 9.3.5 Factors Guiding Selection of a Channel
  • 9.3.6 Classification of Intermediaries
  • 9.3.7 Channel Levels
  • 9.3.8 Channel Design Decision
  • 9.3.9 Channel Management Decision
  • 9.3.10 Channel Conflict
  • 9.4 Logistics Management
  • 9.4.1 Meaning of Logistics Management
  • 9.4.2 Objectives of Logistics Management
  • 9.4.3 Major Logistics Functions
  • 9.4.4 Decisions Relating to Logistics Management
  • Summary
  • Key Words
  • Students' Ready Reckoner
  • Review Questions
  • References
  • Chapter 10: Marketing Information System and Marketing Research: Searching and Shaping
  • 10.1 Devising Business for Tomorrow
  • 10.2 Marketing Information System (MIS)
  • 10.2.1 Marketing Information System (MIS): Concept
  • 10.2.2 Components of MIS
  • 10.2.3 Characteristics of a Good MIS
  • 10.3 Marketing Research
  • 10.3.1 Marketing Research: Meaning
  • 10.3.2 Importance of Marketing Research
  • 10.3.3 Objectives of Marketing Research
  • 10.3.4 Characteristics of Marketing Research
  • 10.3.5 Marketing Research Process
  • 10.3.6 Limitations of Marketing Research
  • Summary
  • Key Words
  • Students' Ready Reckoner
  • Review Questions
  • Reference
  • Chapter 11: Retail Management: Serving Customers
  • 11.1 Changing Dimension of Shopping
  • 11.2 Retailing: Concept
  • 11.3 Characteristics of Retail Trade
  • 11.4 Functions of Retailers
  • 11.5 Classification of Retailers.
  • 11.5.1 Classification on the Basis of Merchandise and Pricing.

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