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Marketing Management I

Marketing Management I. Instructors: Prof. Jayanta Chatterjee and Dr. Shashi Shekhar Mishra, Department of Industrial Management and Engineering, IIT Kanpur. The objective of the course is to introduce the participants to principles and practices, theoretical building blocks of marketing, its role as an organizational engine and the evolving marketing process of today. At the end of the course, a participant will be able to understand and manage the core marketing management function. (from nptel.ac.in)

Lecture 42 - Segmentation and Post Segmentation Strategies

Concepts covered in this lecture: 1. Levels of Market Segmentation, 2. Niche Marketing, 3. Local Marketing and Individual Marketing, 4. Psychographic Segmentation - VALS, 5. Steps followed after Segmenting, 6. Strategies for Reaching Target Markets.

Go to the Course Home or watch other lectures:

Introduction to Marketing

Lecture 01 - Defining Marketing

Lecture 02 - Core Concepts in Marketing

Lecture 03 - Case Studies: Honda Activa, Tata Nano

Lecture 04 - Marketing of Services

Lecture 05 - Evolution of Marketing

Lecture 06 - Contemporary Issues in Modern Marketing Practices

Scanning the Business Environment

Lecture 07 - Introduction to Competitor Analysis

Lecture 08 - Marketing Objectives

Lecture 09 - Strategy and Core Competency

Lecture 10 - PESTEL Framework

Lecture 11 - Competitive Analysis

Lecture 12 - Case Study: Competitive Analysis

Capturing Market Insights

Lecture 13 - Introduction to Marketing Information System

Lecture 14 - Components of a Marketing Information System

Lecture 15 - Marketing Research Process

Lecture 16 - Management Decision Problem (MDP) and Marketing Research Problem (MRP)

Lecture 17 - Exploratory Research

Lecture 18 - Exploratory Research (cont.)

Lecture 19 - Causal Research

Lecture 20 - Measurement and Scaling

Lecture 21 - Questionnaire and Sampling

Lecture 22 - Sampling Techniques

Lecture 23 - Data Collection, Preparation and Analysis

Lecture 24 - Multivariate Data Analysis

Analyzing the Buyer Behaviour

Lecture 25 - Introduction to Consumer Behaviour and Need Recognition

Lecture 26 - Information Search

Lecture 27 - Socio-cultural Influences on the Consumer Buying Process

Lecture 28 - Psychological Influences on Consumer Buying Process

Lecture 29 - Evaluation of Alternatives

Lecture 30 - Purchase and Post Purchase Evaluation

Lecture 31 - Service Consumption

Lecture 32 - Structural Models of Attitude

Lecture 33 - Industrial Buyer Behaviour

Lecture 34 - Industrial Buyer Behaviour (cont.)

Lecture 35 - Industrial Marketing Program and Buying Process

Lecture 36 - Three Dimension of Industrial Buyer Behaviour

Segmentation, Targeting and Positioning

Lecture 37 - Consumer Decision-Making Process Revisited

Lecture 38 - Identifying and Choosing Opportunities

Lecture 39 - Market Segmentation

Lecture 40 - Market Segmentation (cont.)

Lecture 41 - Segmentation and Targeting

Lecture 42 - Segmentation and Post Segmentation Strategies

Positioning based on Segmentation and Targeting

Lecture 43 - Introduction to Marketing Strategy

Lecture 44 - Positioning

Lecture 45 - Segmentation and Targeting in B2B Market

Lecture 46 - Crafting the Positioning and Branding Effectively