SCDL Keywords-Marketing Management-MM

	Marketing Management
sl no	unit 1:- basic concepts of marketing	page no.
1	American marketing association-AMA	2
2	create exchanges that satisfies individual and organizational goal	2
3	ideas, goods and services	2
4	goods	3
5	services	3
6	experiences	3
7	events	3
8	places	3
9	properties	3
10	organizations	3
11	information	3
12	ideas	3
13	planning and executing the conception, pricing, promotion and distribution of ideas, goods and services	3
14	philosophies guiding a company's marketing efforts	3
15	production concept	4
16	mass distribution mass production	4
17	product concept	4
18	selling concept	5
19	marketing myopia	5
20	Theodore Levitt -	5
21	narrow definition of business	6
22	preoccupation wit product or technology	7
23	the belief that a product is forever and has no substitute	7
24	over obsession with mass production	8
25	over optimism about growing market	8
26	marketing concept	8
27	Charles Batchelor	8
28	target markets	10
29	self actualization	10
30	ego needs	10
31	social needs	10
32	safety and security needs	10
33	physiological needs	10
34	Maslow's hierarchy of needs	10
35	understanding customer needs	10
36	functional level	12
37	emotional dimension	12
38	social dimension	12
39	creating products to satisfy needs	12
40	five product levels	13
41	potential product	13
42	augmented product	13
43	expected product	13
44	basic product	13
45	core benefit	13
46	core solution	13
47	basic or generic product	14
48	expected product	14
49	augmented product or value added product	14
50	potential product	14
51	integrated marketing to deliver those products to customers	16
52	internal marketing effort external marketing effort	16
53	organisation chart	16
54	profitability through customer satisfaction	17
55	sales decline	17
56	slow market growth rates	17
57	changing buying patterns	17
58	increasing competition	17
59	increased marketing expenditure	17
60	customer concept	18
61	mass customization	18
62	societal marketing concept	18
63	customer value and customer satisfaction	19
64	value functional benefits emotional benefits	19
65	costs monetary time energy psychic	19
66	costs	19
67	benefits	19
68	total perceived costs	19
69	sources of value	20
70	quality improvements	20
71	add attributes or features that enhance performance	20
72	identify parallel needs	20
73	identify purchase patterns	20
74	how customers actually use the product	21
75	customers perception of risk	21
76	reduce risk of product failure	21
77	customer satisfaction	22
78	customer loyalty	22
79	customer relationship management-CRM	22
80	misconceptions about marketing	23
81	synonymous with advertising and promotion	23
82	only for consumer product companies	24
83	is a cost, not an investment	24
	unit 2:-The marketing environment
1	external forces	30
2	internal forces	30
3	environmental scanning	30
4	understanding the external environment	30
5	elements of macro environment	31
6	socio cultural ,Legal-political, economic, sociocultural , technological	31
7	paradigm shift	31
8	Philip Kotler	31
9	fad	31
10	trends	31
11	John Naisbitt	32
12	mega trends	32
13	globalization	32
14	IBM	33
15	major macro environmental factors	34
16	STEP analysis- PEST	34
17	political economical social technological	34
18	socio-cultural factors	34
19	power distance	34
20	individualism vs. collectivism	35
21	masculinity vs. femininity	35
22	uncertainty avoidance	35
23	time orientation	35
24	demographic factors	35
25	population age mix	35
26	education levels	36
27	ethnic markets and subcultures	36
28	technological factors	36
29	political and legal factors	38
30	legislation regulating business	38
31	special interest groups	38
32	economic factors	39
33	business cycle	40
34	income growth and distribution	40
35	savings, debt and credit availability	40
36	natural environmental factors	40
37	changes in business and marketing	41
38	Carly Fiorina- HP	42
39	E-commerce	44
40	B2B	44
41	B2C	44
42	C2C	44
43	business to consumer	44
44	business to business	45
45	consumer to consumer	45
46	consumer to business-C2B	46
47	websites	47
48	macro environmental changes and the new Indian consumer	47
49	changing face of the economy	48
50	income growth	48
51	spending power	49
52	income distribution	50
53	population demographics	50
54	change in consumption features	51
55	attitude towards consumption	51
56	availability of credit and Indian consumers attitude towards credit	52
57	effects of deregulation	53
	unit 3:- market oriented strategic planning
1	nature of strategic planning	58
2	business strategy competitive strategy	58
3	planning process	58
4	business mission environment	59
5	marketing myopia	59
6	strategic analysis	61
7	external analysis	61
8	internal analysis	61
9	customer analysis	61
10	competitor analysis	61
11	industry and market analysis	61
12	macro environmental analysis	61
13	internal analysis	62
14	performance analysis	62
15	BCG GE Matrix	62
16	SWOT analysis	62
17	Apple	64
18	competitive advantage	66
19	Michael Porter	66
20	Completive advantage-CA	66
21	substantial	66
22	valued	67
23	sustainable	67
24	leveraged	67
25	sources	67
26	lower costs of inputs	67
27	lower costs producer	67
28	reduction system	67
29	supply chain expertise	67
30	quality of man power resources	67
31	Core competence	68
32	C K Prahlad	68
33	Gary Hamel	68
34	Honda	68
35	3M	68
36	Black and Decker	70
37	strategy identification and selection	70
38	identifying strategic alternatives	70
39	intensive growth	71
40	diversification growth	71
41	integrative growth	71
42	Ansoff Product Market Growth Matrix	72
43	new or existing product	72
44	new or existing market	72
45	market penetration	72
46	maruti	73
47	market development	73
48	product development	74
49	Gillette	75
50	Logitech	75
51	diversification	75
52	related diversification	75
53	unrelated diversification	75
54	selecting strategic alternatives	76
55	prepare operating plans for each functional area	77
56	elements of marketing plan	77
57	marketing objectives	77
58	market segmentation and targeting	77
59	market segment	77
60	marketing mix	78
61	product strategies	78
62	place-distribution strategies	78
63	pricing strategies	79
64	promotion-communication strategies	79
65	implementation ,evaluation and control of the marketing plan	79
66	evaluation and control	80
67	BCG-growth share matrix	83
68	Stars	83
69	cash cows	84
70	question marks/problem child	84
71	dogs	85
72	GE multifactor portfolio matrix	85
	unit 4:- competition and competitive strategy
1	identifying competitors	98
2	customer perspective	99
3	brand competition	99
4	industry competition	99
5	generic competition	99
6	share of wallet	99
7	share of mind share of heart	100
8	industry perspective	100
9	number of sellers and degree of product differentiation	100
10	pure monopoly	100
11	oligopoly	101
12	duopoly	101
13	monopolistic competition	101
14	pure competition	101
15	cost structure	101
16	degree of vertical integration	102
17	degree of globalization	102
18	strategic groups	102
19	entry, mobility and exit barriers	102
20	potential competitors	103
21	structural analysis of an industry	104
22	five forces model	104
23	intensity of rivalry between firms	106
24	concentration ratio or % of market share held	106
25	market growth rates	106
26	overcapacity	106
27	higher fixed costs	106
28	perishable products	106
29	low levels of product differentiation	107
30	diversity of rivals	107
31	strategic importance of business r market	107
32	switching costs	107
33	intensity of rivalry affect business strategy	108
34	threat of substitutes	108
35	bargaining power of buyers	109
36	buyer power	109
37	bargaining power of suppliers	110
38	threat of new entrants	111
39	entry barriers	111
40	industry structure and customer needs	113
41	competitor analysis	113
42	size, growth and profitability	113
43	image	114
44	competitor objectives and commitment	114
45	current and past strategies	114
46	organization and culture	115
47	cost structure	115
48	exit barriers	115
49	specialised assets	115
50	customer commitments	115
51	relationships with other business units	115
52	government barriers	115
53	competitive advantage	115
54	strength and weakness analysis	116
55	innovation	116
56	manufacturing	116
57	finance	116
58	management	117
59	marketing	117
60	customer base	117
61	setting up a competitive intelligent system	118
62	setting up the system	118
63	collecting the data	118
64	evaluating and analyzing data	118
65	disseminating information within the organization	118
66	generic competitive strategies	119
67	cost leadership	119
68	differentiation	121
69	focus	122
70	stuck in the middle	123
71	risks in pursuing the generic strategies	123
72	risks of overall cost leadership	123
73	risks of differentiation	124
74	market leader	125
75	sustainable competitive advantage	126
76	PIMS	126
77	remaining a market leader	126
78	key strategic action	126
79	expand the total market	126
80	defend share	127
81	Sun Tzu	127
82	good leader attack itself by	127
83	525 rule	127
84	position defense	128
85	flank defense	128
86	pre-emptive defense	128
87	counteroffensive	128
88	mobile defense	128
89	contraction defense	128
90	increase sales when market size is constant	128
91	market challenger	129
92	strategic options open to a market challenger are	129
93	general attack strategies that a market challenger would use are	129
94	frontal attack	129
95	flank attack	130
96	encirclement attack	130
97	guerilla warfare	130
98	market follower	130
99	counterfeiter	130
100	cloner	130
101	imitator	131
102	adapter	131
103	market nicher	131
104	balancing customer and competitor orientation	131
105	create value -for customer	132
106	capture value for owner	132
	unit 5:-market research and demand forecasting
1	market research
2	problem identification research	140
3	problem solving research	141
4	segmentation research	142
5	product research	142
6	pricing research	142
7	promotional research	142
8	distribution research	142
9	the market research process	143
10	problem definition	144
11	develop of an approach to the problem	145
12	research design formulation	146
13	data sources	146
14	secondary	146
15	primary	146
16	research approaches	147
17	observational research	147
18	focus group research	147
19	survey research	147
20	behavioral research	147
21	experimental research	147
22	research instrument	147
23	questionnaire	148
24	psychological tools	148
25	mechanical device	148
26	innovative qualitative tools	148
27	close ended questions	149
28	open ended question	149
29	sampling plan	150
30	sampling techniques	151
31	probability sample	151
32	simple random sample	151
33	stratified random sample	151
34	cluster area sample	151
35	non probability sample	151
36	convenience sample	151
37	judgment sample	151
38	quota sample	151
39	sample size	151
40	contact methods	152
41	mail questionnaire	152
42	telephone interview	152
43	personal I interview	152
44	online method	152
45	field work or data collection	153
46	data preparation and analysis	154
47	multiple regression	155
48	discriminate analysis	155
49	factor analysis	155
50	cluster analysis	155
51	conjoint analysis	156
52	multidimensional scaling	156
53	report preparation and presentation	156
54	title page	156
55	letter of transmittal	156
56	letter of authorization	156
57	table of contents	157
58	executive summary	157
59	problem definition	157
60	approach to problem	157
61	research design	157
62	data analysis	157
63	results	157
64	limitation sand caveats	157
65	conclusions and recommendation	157
66	marketing decision support systems-DSS	158
67	interactivity	158
68	flexibility	158
69	discovery	158
70	accessible	158
71	forecasting and demand measurement	159
72	market demand ,market potential , and market penetration	159
73	expansible market	159
74	non expansible market	159
75	market penetration index	159
76	share penetration index	159
77	company demand, sales forecast and sales potential	160
78	sales budgets	161
79	sales targets	161
80	estimating current demand	161
81	total market potential	161
82	area market potential	161
83	industry sales and market shares	162
84	estimating future demand	162
85	survey f business intention s	162
86	composite of sales force	162
87	expert opinions	163
88	statistical analysis of past sales analysis	163
	unit 6:- consumer behavior
1	psychology	170
2	sociology	170
3	social psychology	170
4	anthropology	170
5	economics	170
6	consumer research	170
7	simplified model of consumer decision making	170
8	input	171
9	firms marketing efforts	171
10	sociocultural environment	171
11	process	172
12	output	172
13	consumer as an individual	172
14	motivation	172
15	needs	172
16	innate needs	172
17	biogenic needs	172
18	psychogenic or secondary needs	173
19	Sigmund frued	173
20	Laddering technique	173
21	Maslow-	173
22	Herzberg	173
23	dynamics of motivation	174
24	positive or negative	174
25	never fully satisfies	174
26	multiplicity of needs	174
27	needs and goals vary among individual	174
28	perception	175
29	dynamics of perception	176
30	selective perception -selective attention	176
31	selective distortion	176
32	selective retention	176
33	learning	177
34	advice	178
35	cue	178
36	response	178
37	reinforcement	178
38	beliefs and attitudes	178
39	personality	179
40	personal factors	181
41	age and stage of family cycle	181
42	occupation and economic circumstances	181
43	lifestyle	181
44	AIO variable	181
45	consumer in their socio cultural setting	182
46	culture	182
47	subculture	183
48	reference groups	184
49	primary group	184
50	secondary group	184
51	virtual group	184
52	types of decision and buyer behavior	185
53	buying roles	186
54	initiator	186
55	influencer	186
56	decision maker	186
57	buyer	186
58	user	186
59	types of decision	187
60	extensive problem solving	187
61	limited problem solving	187
62	routinized problem solving	187
63	level of involvement	188
64	high involvement	188
65	low involvement	188
66	differences between brands	189
67	types of buying behavior	189
68	complex-B	189
69	dissonance reducing behavior	189
70	habitual buying behavior	190
71	variety seeking behavior	190
72	decision making process	192
73	need recognition	192
74	actual state	192
75	desired state	192
76	prepurchase search	193
77	past experience	193
78	shopping around	193
79	internet	193
80	personal sources	194
81	marketing tasks	194
82	evaluation of alternatives	194
83	evoked set	194
84	the purchase decision	196
85	trial purchases	196
86	repeat purchases	196
87	long term commitment purchases	196
88	post purchase evaluation	197
89	relationship marketing and brand loyalty	197
90	permission marketing	198
91	erosion of brand loyalty	198
	unit 7:- market segmentation and selecting target market
1	market segmentation	206
2	mass marketing	206
3	shot gun approach	207
4	mass marketing	207
5	rifle approach	207
6	segmentation -targeting-positioning-STP	207
7	segment	207
8	niche marketing	208
9	market segmentation in different industries	209
10	mutual funds	209
11	life insurance	209
12	credit cards	210
13	bases for market segmentation	210
14	geographic segmentation	210
15	demographic segmentation	211
16	age and stage of life cycle	212
17	gender	213
18	marital status	213
19	income, education and occupation	214
20	psychological segmentation	214
21	psychographic segmentation	215
22	VALS studies	216
23	values attitudes and lifestyles	216
24	self driven materialists	216
25	independent explorer	217
26	passive traditionalists	217
27	enthusiastic experimenters	218
28	optioned realists	218
29	mature sensible	219
30	socioculturral segmentation	220
31	culture and subculture	221
32	use-related segmentation	221
33	usage situation segmentation	222
34	time	222
35	occasion	222
36	objective	222
37	location of use	222
38	context	222
39	benefit segmentation	222
40	hybrid segmentation	223
41	criteria for effective market segmentation	224
42	substantial	225
43	accessible	225
44	differentiable	225
45	actionable	225
46	measurable	225
47	the market segmentation process	226
48	survey	226
49	analysis of findings	226
50	segment profiling	226
51	evaluating segment attractiveness	226
52	market targeting	227
53	single segment concentration	228
54	selective specialization	228
55	product specialisation	228
56	market specialization	229
57	full market coverage	229
58	undifferentiated marketing	229
59	differentiated marketing	229
	unit 8 :- Positioning
1	AI Ries And Jack Trout	236
2	why positioning important	237
3	selectively attentive	237
4	selectively retain	237
5	positioning concept	238
6	ABC	238
7	target audience	238
8	effective market segmentation	238
9	slot or category	238
10	frame e of reference or point of parity	239
11	understanding perception s,attitudes, beliefs, values	240
12	B-Benefit	241
13	C-Compelling reason why	243
14	point of differentiation -POD	243
15	USP-unique selling preposition	243
16	credible and compelling evidence	243
17	sustainable competitive advantage	243
18	Himalaya	243
19	under position	244
20	over positioning	244
21	confused positioning	244
22	doubtful positioning	244
23	process of developing position	244
24	perpetual mapping	245
25	positioning strategies	248
26	positioning on specific product features	248
27	positioning on specific benefits, needs and solution s	248
28	claiming to be the best in class on a given benefit	248
29	claiming pioneer status or first to offer a benefit	248
30	positioning on specific usage type	249
31	positioning on specific usage occasion	249
32	positioning against another competitor by claiming superior performance	249
33	position through product class dissociation -the uncola strategy	249
34	position by cultural symbols	249
35	positioning by price or lowest cost	250
36	positioning tools	250
37	one face to the consumer	250
38	single coherent face	250
39	contact points	250
40	moments of truth	250
41	repositioning	251
42	increase relevance to the consumer	253
43	increasing occasion of use	254
44	search for a more viable position	254
45	making the brand serious	254
46	falling sales	254
47	bringing in new customer	254
48	making the brand contemporary	255
49	differentiate form the newer set of competitors	255
50	changed market condition	255
	unit 9:- Product concepts-I
1	product differentiation	263
2	valued	264
3	distinctive	264
4	profitable	264
5	sustainable	264
6	Michael Porter	264
7	operational effectives	264
8	strategic positioning	264
9	volume industry	265
10	stalemated industry	265
11	fragmented industry	265
12	specialised industry	265
13	differentiation tools	266
14	product differentiation	266
15	product forms	266
16	product features	267
17	performance quality	267
18	conformance of quality	267
19	durability	268
20	reliability	268
21	reparability /serviceability	268
22	style/design /aesthetics	268
23	services	270
24	personnel	271
25	competence	272
26	courtesy	272
27	credibility	272
28	reliability	272
29	responsiveness	272
30	channel	273
31	image	274
32	discovering new points of differentiation	275
33	product classification	277
34	durability and tangibility	277
35	consumer goods classification	277
36	convenience goods	278
37	staples	278
38	necessities	278
39	impulse goods	278
40	emergency goods	278
41	shopping goods	279
42	specialty goods	281
43	unsought goods	281
44	classification of consumer goods depends on market segment	282
45	industrial goods classification	282
46	raw materials	282
47	capital items	283
48	supplies, consumables and services	283
49	product mix and product lines	283
50	product mix	283
51	product portfolio	283
52	width	283
53	length	283
54	depth	283
55	consistency	284
56	product line	284
57	length	284
58	depth	284
59	consistency	284
60	line filling	284
61	product portfolio and product line management	286
62	brand decision	287
63	badge of origin	288
64	brand essence	288
65	why do brands matter	289
66	identification of a product	289
67	reduce the risk	289
68	deep relation ship	289
69	legal protection	290
70	brand equity	290
71	branding decisions	291
72	the number of brands they will support	290
73	the branding strategy to be used	290
74	individual brand names	290
75	range brand names	290
76	umbrella brand names	290
77	corporate name combined with an individual product name	292
	unit 10:- product concept-II
1	product innovation	298
2	new to the world	298
3	new product line	298
4	addition to existing product lines	298
5	improvement and revisions of existing products	298
6	repositioning	298
7	cost reduction	298
8	types of innovations	300
9	innovation- two levels	300
10	incremental or continuous innovation s	300
11	breakthrough or discontinuous innovations	300
12	integrator model	301
13	orchestrator model	301
14	licensor/licensee model	301
15	organizing for new product development	302
16	entrepreneurs	302
17	mistakes	302
18	managing the product development process	303
19	concept development and testing	303
20	marketing plan and business analysis	305
21	test marketing	305
22	commercialization	306
23	the consumer adoption process	306
24	product characteristic that influence diffusion	307
25	relative advantage	307
26	compatibility	307
27	complexity	307
28	trial ability	307
29	observably	308
30	stages in adoption process	308
31	awareness	309
32	interest	309
33	evaluation	309
34	trial	309
35	adoption	309
36	adoption categories	309
37	explorers	310
38	pioneers	310
39	skeptics	310
40	paranoids	310
41	laggards	310
42	the product life cycle concept-PLC concept	311
43	product category	311
44	product form	311
45	technology	311
46	product life cycle patterns	311
47	style fashion fads	312
48	PLC stages and strategies in different phases	313
49	introduction stages	313
50	strategies to enter market	313
51	offensive strategy	313
52	defensive strategy	314
53	imitative strategy	314
54	product strategy	315
55	communications strategy	315
56	pricing strategy	316
57	rapid skimming or slow skimming	316
58	rapid penetration or slow penetration	316
59	distribution strategy	317
60	competitive strategy	317
61	growth stage	317
62	key marketing objectives-early growth	318
63	product strategy	318
64	pricing strategy	318
65	communications strategy	319
66	distribution strategy	319
67	latter growth stage	319
68	maturity stage	320
69	product strategy	320
70	communications strategy	321
71	distribution strategy	321
72	pricing strategy	322
73	decline stage	322
74	lessons from product life cycle concept	323
75	positive curve sales curve	323
76	strategic focus and product life cycle	324
77	critique	324
78	forget the product life cycle	324
79	emerging markets	325
80	growth markets	325
81	market maturity	325
82	decline stage	325
	unit 11:-distribution channels
1	role of marketing channels	334
2	intermediaries	334
3	merchants	334
4	agents	334
5	facilitators	334
6	channel structure	335
7	direct/indirect distribution channel	336
8	vertical marketing system	337
9	types of VMS	337
10	corporate VMS	337
11	administered	337
12	contractual VMS	337
13	multiple channel	338
14	non-traditional channel	339
15	horizontal marketing system	339
16	internet	340
17	channel design strategies	341
18	levels of distribution intensity	341
19	intensive distribution	341
20	selective distribution	341
21	exclusive distribution	342
22	target market factors	342
23	intensive with wide coverage	342
24	cold chain network	342
25	selective with wide market coverage	342
26	product related factors	343
27	company related factors	344
28	push strategy pull strategy	344
29	managing channel relationships	345
30	channel power, control and leadership	345
31	channel conflict	345
32	managing channel conflict	346
33	channel partnering	346
34	channel and distribution decisions for services	347
35	priority areas	348
36	minimizing waiting time	348
37	managing service capacity	349
38	improving service delivery mechanism	349
	unit 12:-strategic pricing-I
1	cost based pricing	355
2	value based pricing	355
3	costs: impact of pricing	356
4	customer values and price sensitivity	357
5	economic value estimation	358
6	reference price effect	359
7	difficult comparison effect	360
8	switching costs effect	361
9	price-quality effect	362
10	expenditure effect	363
11	end benefit effect	365
12	shared cost effect	366
13	fairness effect	366
14	framing effect	367
15	market segmentation using price -value perceptions	368
16	perceived value of product's differences	369
17	perceived pain of prices	369
18	price buyers	369
19	relationship buyers	369
20	value buyers	369
21	convenience buyers	369
22	effect of internet on price sensitivity	370
23	pricing strategy and the product life cycle	371
24	pricing the product at the introduction stage	372
25	price skimming strategy	372
26	market penetration strategy	372
27	price induced sampling	372
28	pricing the product for the growth stage	373
29	pricing the differentiated product	374
30	pricing the cost leader's product	374
31	price level reduction in the growth stage	375
32	pricing the established product in the maturity stage	375
33	pricing the product the decline stage	376
34	divesting	376
35	harvesting	377
36	consolidation	377
	unit 13:-strategic pricing-II
1	understanding the pricing game	383
2	understanding the price competiveness	383
3	cost structure	384
4	impact of sales volume on cost	384
5	overcapacity	384
6	barriers to adjusting capacity	384
7	scope for product differentiation	384
8	product perish ability	384
9	number and diversity of competitors	384
10	industry growth rate	384
11	buyer concentration	384
12	price sensitivity of the buyers	384
13	sustainable competitive advantage	384
14	reacting to competition with price	385
15	competitor is strategically weaker/cost of responding is too high	388
16	ignore	388
17	competitor is weaker and price reaction is cost justified	388
18	attack	388
19	competitor is neutral or stronger and the price reaction is too costly	389
20	accommodate	389
21	competitor is stronger and the price reaction is cost justified	389
22	defense	389
23	pricing: key tool of a company's growth strategy	390
24	business models	391
25	role of distribution channel in setting prices	391
26	channel design	392
27	role of the channel intermediaries	392
28	product line pricing	393
29	fighter brands	393
30	flagship brands	393
31	flanker brands	393
32	relationship among products	393
33	pricing tactics	394
34	base level prices	394
35	geographic pricing	395
36	FOB origin pricing	395
37	uniform delivered pricing	395
38	freight absorption pricing	395
39	discounts, allowances and rebates	395
40	quality discount	395
41	cumulative discount	395
42	noncumulative discount	395
43	cash discount	395
44	trade discount	395
45	seasonal discount	396
46	promotional allowances advertising allowances	396
47	rebate	396
48	zero percent financing	396
49	special pricing tactics	396
50	price lining	396
51	loss leader pricing	396
52	odd-even pricing	397
53	price bundling	397
54	price induced sampling	397
55	promotional pricing	397
56	cross benefit pricing	397
57	pricing process	398
	unit 14:-integrated marketing communication -Imc
1	objectives	407
2	inform persuade and remind	407
3	reminder communication	408
4	communication process	409
5	sender	410
6	encoding	410
7	channel, media tools	410
8	media noise or media clutter	410
9	decoding	410
10	AIDA concept	411
11	response hierarchy model	411
12	cognitive affective Connative	412
13	communication mix	413
14	advertising	413
15	types of advertising	415
16	corporate or institutional advertising	415
17	product advertising	415
18	pioneer advertising	415
19	competive advertising	415
20	sales promotion	416
21	loyal users	416
22	lure customers	416
23	brand switchers	416
24	low product usage or infrequent product usage	416
25	pull push	417
26	public relations and publicity	418
27	public relation tools	418
28	new product publicity	418
29	event sponsorship	419
30	product placement	419
31	consumer education	419
32	cause related marketing	420
33	personal selling	420
34	direct marketing	421
35	internet as a communication tool	421
36	internet is interactive and involving	422
37	internet offers current, rich and in-depth information	422
38	internet personalizes the information	423
39	tools of internet communication	423
40	website	423
41	advertising and sponsored content	423
42	intranet	424
43	customer extranet	424
44	web PR	424
45	Email	424
46	factors affecting the communication mix	425
47	nature of the product	425
48	stages in the life cycle	426
49	target market	426
50	type of buying decision	427
51	available of funds	427
52	push and pull strategy	427
53	media mix	428
54	media planning	428
55	factors affecting media selection	429
56	communication objectives	429
57	editorial fit	429
58	involvement with medium	429
59	image of the medium	429
60	characteristics of different media	430
61	television	430
62	radio	431
63	print media	431
64	magazines	432
65	outdoor	432
66	cinema	433
67	developing a communications campaign	434
68	marketing brief	435
69	communication tasks	435
70	creative and media strategy	435
71	media plan and media schedules	436
72	advertising pre testing	436
73	campaign roll out	436
74	post campaign analysis	437
75	slice-of -life	437
76	lifestyle	437
77	fantasy	437
78	humorous	437
79	animated product symbols/brand persona	437
80	mood/image	437
81	demonstration	437
82	musical	437
83	scientific	437
84	budgeting for marketing communications	438
85	methods of setting communication budget	438
86	affordable method	438
87	percentage of sales method	438
88	competitive parity method	438
89	objective or task method	439
	unit 15:- marketing of services
1	characteristics of services	446
2	intangibility	446
3	inseparability	447
4	variability	449
5	perishabilty	449
6	on demand side	450
7	on supply side	450
8	marketing mix for service firms	450
9	people	450
10	physical evidence	451
11	processes	452
12	managing service quality	452
13	SERVIQUAL	452
14	reliability	452
15	responsiveness	452
16	assurance	452
17	empathy	452
18	tangibles	453
19	scan table	453
20	desired service	453
21	adequate service	453
22	GAP model of service quality	454
23	market information GAP	454
24	service standard GAP	455
25	service performance GAP	455
26	internet communication GAP	456
27	service equality GAP	456
28	implication of the GAP model for companies	456
29	transactional surveys	458
30	mystery surveys	458
31	new, declining and lost customer surveys	458
32	customer advisory panels	458
33	focus group interviews	458
34	customer complaint, comment and inquiry capture	459
35	employee field reporting	459
36	employee surveys	459
37	service operating data capture	459
38	role for self service technologies-SST	459
39	differentiation of services	462
40	product offering	462
41	people	462
42	faster service delivery	462
43	image	462
44	managing product support service	463
45	value added service	463
46	product support service	464