Consumer Behavior Introduction and
scope, Importance of consumer in marketing.
2
Problems
In Studying Consumer Behaviors:
Problems in studying consumer behavior
3
Consumer
Decision - Process:
Consumer decision -process.
4
General
Model of Consumer:
General Model of consumer, E – K – B:
Howard, Sheth and Nicosla’s Models.
5
Factors
Affecting Consumer Behavior:
Individual factors affecting the
consumer Behavior; Consumer Needs and Motivation.
Consumer psychographics. Consumer as a Perceiver,
Consumer Learning process.
6
Consumer
Attitudes:
The nature of consumer Attitudes.
Consumer attitude formation and change. Personality
in relation to consumer Behavior
7
Cultural
Influences:
Cultural influences on consumer
Behavior,
Subcultures.
8
Reference
Groups:
Group Dynamics and consumer Reference
groups. Family influences, Social classes and
Their influences on consumer Behavior
Personnel influence and the opinion leadership
process. Diffusions of Innovation,
Adoption, Cognitive Dissonance
Paper-II
International
Marketing
1
Importance:
Importance of international
marketing research
2
Sources
Of Information:
Steps involved in research design methods
of data collection; organizing field investigation;
tabulation, analysis and interpretation of
data. Application of marketing
research to market mix elements; use of research
agencies, Cost Vs. Value of
information.
3
Theory
And Practice Of Foreign Exchange:
Theories and practice of
foreign exchange rate determination, fixed
and floating exchange rates
4
Export
- Import Trade Control Procedures:
Export – Import trade
control procedures. Processing of an export
order. Procedures and documents relating
to quality control, marine insurance. Export
Assistance Measures: Import facilities, Duty
Drawback Tax concession,
Marketing Assistance. Role of State Trading:
Trade and payment Agreements; 100
percent Export – Oriented units;
Export Houses and Trading Houses; Foreign
collaboration and Investment; Counter Trade
arrangements
5
Objectives
Of Import-Export Policies:
Objectives of Export Import
policy; types of export & import licenses
6
Methods
Of Payments:
Methods
of payment; pre – shipment
credit – meaning, procedure, rates
and documents
needed. Post – shipment credit – negotiation
of export bills under letters of credit,
Bills
purchased / discounted under –limits
granted to customers, Advance against claims
for
export incentives, deferred payment export
credits. Export credit insurance, insurance
policies and bank guarantees and special
schemes
7
Methods
Of Import Procurement :
Methods of
Import procurement. Monitoring and control
of Export Import contracts. Customs
clearance, Port clearance and valuation of
imported cargo. Materials management for
Export projects, Procurement under World
Bank Aided Projects.
Nature and scope
of advertising. Classification of advertising.
Advertising as an element of Marketing Mix.
2
Marketing Communications
:
Marketing Communication in a marketing program;
Process of marketing communication.
3
Advertising and Consumer
Behavior :
Advertising and Consumer Behavior. Social, Economic
and Legal aspects of Advertising, Building Advertising
Program;
Message, Theme, Copy and Advertising Appeals, Advertising
Media; Different media of
Advertising, media selection; Media Scheduling;
media plan and strategy.
4
Measuring Advertising
Effectiveness :
Measuring Advertising Effectiveness – Pre – testing
and Post – testing copy.
5
Determinig Advertising
Expenditure :
Determining
Advertising Expenditure – Approaches
and Procedure for determining size of the budget.
Nature and objectives of Sales Management.
Functions of a Sales Manager. Selling Job nature
and methods. The selling process, Sales Organization.
8
Management of Sales
Force :
Management
of sales force – Recruitment, Selection,
Training compensation, appraisal and promotion
of salesman.
9
Controlling the Sales
Effort :
The sales Budget, Sales Quotas,
Sales territories, Sales Control and Cost Analysis.
sal and promotion
of salesman.
9
Controlling the Sales
Effort :
The sales Budget, Sales Quotas,
Sales territories, Sales Control and Cost Analysis.
Paper-V
Services Marketing
1
Services & Services
Marketing :
Core Concepts,
Growth of Service Sector Economy, Myths about Services,
Service Characteristics,
Service Classification, Difference between Goods & Services
Marketing, Service Marketing Triangle, Service
Marketing Mix.
2
Service Quality & Productivity:
Defining & Measuring Quality
and Productivity, Gaps model of Service Quality,
Closing the Service
Quality Gaps, Complaint Handling and Service Recovery.
3
Customer Service Function:
Definition, Role & Factors
shaping Customer Service Function, Customer Service
Audit
and Program Implementation.
4
Consumer Behavior:
Concept of Search v/s Experience v/s
Credence Properties, Decision Making Process in Services.
5
Relationship Marketing:
Goals, Building
Relationships, Quality and Relationship Marketing,
Process of Segmentation
and Targeting in Services, Customer Retention – Benefits & its
Strategies.
6
Managing
Demand & Capacity:
Capacity Constraint,
Demand Patterns & its
Determination, Strategies for Matching Demand & Capacity,
Yield Management, Waiting Line Strategies.
7
Positioning:
Definition, Steps in developing Positioning
Strategy, Positioning Maps.
8
Service Design:
Service Concept, Types of new Services,
New Service Development Process, Branding Service
Products, Classification of Supplementary Service.
9
Creating and Delivering
Services:
Paper-VI
Industrial
Marketing
1
Industrial Marketing:
Concept & nature; the industrial
customer: motives & characteristics; models of
industrial consumer behavior.
Definition, nature and
scope of Marketing
Research. MR process, Role of research in marketing
decision making. Market Research
scenario in India corporate sector Problem, Identification
and definition in marketing
research.
2
Marketing Research Framework:
Classification of Marketing research, Introduction
to
Principles of experimentation and Quasi experimentation.
Secondary and commercial (Syndicated research) data
sources in India.
3
Qualitative Techniques of Primary Data
Collection:
Depth Interview Focus Group
Interview, Projective Techniques and Delphi Technique.
4
Multivariate Data Analysis Techniques:
Multidimensional scaling (MDS); Factor,
Discriminant, cluster and conjoint analysis.
5
Applications of Marketing Research:
Product Research, Test marketing, brand
Positioning and Market segmentation, Advertising
research and Sales control research.
Paper-VIII
Logistics Marketing
1
Introduction:
Concept & Significance,
functions, interface with production & marketing.
2
Logistics Functions :
Physical distribution, transportation,
inventory control, warehousing, packaging, material
handling, order processing, location analysis.
3
Logistical
Cost :
Inventory, warehousing,
production costs, channels, communication, transportation,
material
handling, packaging, customer service.
4
Logistics Information
System :
Need, components, design, role of
information in logistics.
5
Transportation Modes:
Mode choice, inter –modal transport,
containerization, routing.
