'Marketing orientation is an essential for the success of business organisation, as marketing\nhas become cumbersome in competitive era. Fundamental understanding of marketing\nprincipals and marketing techniques help the business organisation to have the consumer\nacceptance and loyalty profitably. Understanding of marketing is also essential for the\nconsumer to take right buying decision at right time. The present book is a sincere effort to\nprovide through understanding of conceptual base of marketing to the readers. It covers a\nwide range of topics relevant to marketing and promotion of products. It focuses on the\nimportance of marketing for the marketers. Depending upon the present era or market the\nfocus has been given on Marketing Philosophies, Marketing Mix, Product & Services,\nConsumers Behaviour, Branding, Advertising, etc. Caselet has been developed in the\nbeginning Read more Table of Contents Preface v 1. Introduction to Marketing 1 1.1 Aims and Objectives 1.2 Introductory Caselet 1.3 Introduction 1.4 What do we mean by Marketing? 1.5 Ten types of Offerings 1.6 Marketing Concepts 1.7 A Historical Perspective 1.8 Comparison of Marketing Orientation with other orientations 1.9 Case Study 1.10 Summary/Let us sum up 1.11 Keywords 1.12 Descriptive Questions with Hints for Answers 2. Understanding the Marketing Process: Marketing Mix 25 2.1 Aims and Objectives 2.2 Introductory Caselet 2.3 Introduction 2.4 Differentiation among few concepts 2.5 Marketing as an Exchange Process 2.6 Marketing Management Process 2.7 Marketing Mix 2.8 Developing Marketing Orientation 2.9 Case Study 2.10 Summary/Let us sum up 2.11 Keywords 2.12 Descriptive Questions with Hints for Answers 3. Marketing Concepts, Customer Value and Satisfaction 47 3.1 Aims and objectives 3.2 Introductory Caselet 3.3 Introduction 3.4 Customer Value 3.5 Customer Satisfaction 3.6 Customer Delight 3.7 Monitoring and Measuring customer Satisfaction 3.8 Delivering Customer Value 3.9 Value Chain 3.10 Case Study 3.11 Summary/Let us sum up 3.12 Keywords 3.13 Descriptive Questions with Hints for Answers 4. Marketing Enviornment: Impact on the Strategic Planning Process 65 4.1 Aims and Objectives 4.2 Introductory Caselet 4.3 Introduction 4.4 Competitive Environment 4.5 Macro Environment/External Environment 4.6 Environmental Scanning 4.7 Case Study 4.8 Summary/Let us sum up 4.9 Keywords 4.10 Descriptive Questions with Hints for Answers 5. Understanding Consumer Behaviour 81 5.1 Aims and Objectives 5.2 Introductory Caselet 5.3 Introduction 5.4 Consumer Behaviour 5.5 Different Types of Buying Motives 5.6 Different Buying Roles 5.7 Developing 7 Os Framework for Understanding Consumer Behaviour 5.8 Classification of Buying Behaviour 5.9 Consumers Decision Process 5.10 Factors Influencing Consumer Behaviour 5.11 Business Market versus Consumer Markets 5.12 Case Study 5.13 Summary/Let us sum up 5.14 Keywords 5.15 Descriptive Questions with Hints for Answers 6. Understanding Industrial Buyer Behavior 105 6.1 Aims and Objectives 6.2 Introductory Caselet 6.3 Introduction 6.4 Nature of Organizational Buyer Behavior 6.5 Analyzing Industry and Competition 6.6 Competitive Advantage 6.7 Buying Situations 6.8 Roles and Responsibilities of Buying Centres 6.9 Various Functional Departments in the Purchase Process 6.10 Organizational Buying Motives 6.11 Organizational Buying Decision Process 6.12 Influences on Buying Decisions 6.13 Case Study 6.14 Summary/Let us sum up 6.15 Keywords 6.16 Descriptive Questions with Hints for Answers 7. Marketing Strategy 125 7.1 Aims And Objectives 7.2 Introductory Caselet 7.3 Introduction 7.4 Planning Designing the Blueprint for the Future 7.5 Characteristics of a Good Marketing Plan 7.6 Importance of Marketing Planning 7.7 Strategic Corporate Planning by Top Management 7.8 Vision by Top Management (Refer Page 288 Point 16-1) 7.9 Assigning Resources to each Strategic Business Unit 7.10 Strategic Planning at Business Unit Level 7.11 Designing an Overall Marketing Plan 7.12 Case Study