product vs brand nature and significance of consumer behaviour market segmentation introduction to consumer behaviour role of marketing channels – channel design decisi causes & management of channel conflicts (see clas adopting the price – initiating & responding to pr pricing methods concept of brand equity & branding decisions product line analysis – product systems & mixes product levels & classification – product hierarch green marketing mobile marketing and online marketing. cause – related marketing marketing department – marketing control & types o national consumer disputes redressal commission consumer disputes redressal agencies and forum central and state consumer protection councils consumer privacy consumer protection act 1986 environmental concerns consumer safety and information roots of consumerism advantages and disadvantages process disadvantages and keys to successful extensions – advantages types brand hierarchies – brand architecture: definition brand tracking brand valuation methods financial brand equity brand equity management system designing brand tracking studies brand audi consumer behaviour models – economic model cbbe model seth industrial buyer behaviour model webster and wind model ekb model howard seth model models of consumer behaviour: howard model customer-based brand equity – sources of brand equ brand mantra building a strong brand establishing brand positioning – positioning guide strategic brand management process – customer-base types of cost cost concepts limitations of bea importance assumptions of bea graphical representation determinants of cost cost-output relationship in s internal and external economies of scale cost conc laws of returns least cost combination of inputs mrts iso-quants and iso-costs cobb-douglas production production function production function and cost-output analysis advantages and disadvantages of various forms of b partnership business sole trader forms of business organizations branding challenges and opportunities brand manager: roles different types of brands basic understanding of brands characteristics of reference groups consumer influences types of culture culture powers of reference group sub-culture types of reference group reference groups environmental influences on consumer behaviour demand determinants measurements of elasticity of demand types of elasticity of demand demand forecasting nature and scope of economics law of demand managerial economics concepts in marketing developments in consumer behaviour significance of consumer behaviour marketing & social responsibility marketing ethics definition of brand objective of brand evaluation of brand history of brand realitic implementation of marketing concepts habitual consumer behaviour selection of distribution channels disosance consumer behaviour complex buying behavior types of consumer behaviour development concepts nature and scope of consumer behaviour defination of consumer behaviour
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