Marketing Management UNIT -- I Unit No. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 Unit Title Marketing management – an introduction Marketing environment Marketing with other functional areas of management Market segmentation Market targeting and positioning Product management Brand management Pricing Channel design and management Retailing and Wholesaling Integrated Marketing Communication Advertising management Sales promotion Personal selling Public relations Understanding
Thus, it is more important now than at any time in the history of marketing to really understand your target market and to let this understanding drive not only your marketing decisions, but the entire decision making framework of the company. (Hiebing & Cooper, 2004:4).
BRAND BUILDING BLOCKS Building Strong Brands: Why Is It Hard? It is not easy to build brands in today 's environment. The brand builder who attempts to develop a strong brand is like a golfer playing on a course with heavy roughs, deep sand traps, sharp doglegs, and vast water barriers. It is difficult to score well in such conditions. Substantial pressures and barriers, both internal and external, can inhibit the brand builder. To be able to develop effective brand strategies, it is useful to
attractive industry? You need to explain, brieﬂy, why or why not. Bear in mind that it is often not a clear decision because the forces are mixed – for example, there may be little concern about new entrants, suppliers or substitutes, but buyers may be ﬁckle 14_Hanson_3ed_SB_3869_TXT.indd 442 8/29/07 1:09:34 PM 443 I N T R O D U C T I O N : A S U M M A RY O F TH E C ASE AN ALY SIS P R O C E SS and rivalry high. In such cases, the key force analysis is very important. Remember: It is
Project at Adani Supermarket. We would especially like to thank Mr. Manish Christian, the Retailing Manager at ADANI for evincing keen interest in our work, continuous encouragement and guide us through out our survey. Without his cooperation it was impossible to reach up to this stage. We are also very thankful to all