Marketing Management II
Marketing Management II. Instructors: Prof. Jayanta Chatterjee and Dr. Shashi Shekhar Mishra, Department of Industrial and Management 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 02 - Brief Recap of Basic Concepts from Marketing Management I (cont.) |
Concepts covered in this lecture: 1. Generic Marketing Strategies - Segmentation, Targeting and Positioning, 2. Role of Segmentation, 3. Bases for B2C Segmentation, 4. Bases of B2B Segmentation, 5. Selection Criteria for Target Market, 6. The four P's vs. The Four Cs.
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