UNIT II MARKETING STRATEGY
Marketing – Consumer Marketing –– Services marketing – Competitor analysis - Analysis of
consumer and industrial markets – Strategic Marketing Mix components.
UNIT III MARKETING MIX DECISIONS
Management – Market Segmentation – Targeting and Positioning – Channel Management –
Advertising and sales promotions – Pricing Objectives, Policies and methods.
UNIT IV BUYER BEHAVIOUR
Models – Online buyer behaviour - Building and measuring customer satisfaction – Customer
relationships management – Customer acquisition, Retaining, Defection.
UNIT V MARKETING RESEARCH & TRENDS IN MARKETING
Advertising – Promotion – Consumer Behaviour – Retail research – Customer driven
organizations - Cause related marketing - Ethics in marketing –Online marketing trends.