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1、MarketingManagementMarketingManagementADecision-makingApproachPingaliVenugopalCopyright©PingaliVenugopal,2010Allrightsreserved.Nopartofthisbookmaybereproducedorutilizedinanyformorbyanymeans,electronicormechanical,includingphotocopying,recordingorbyanyinformationstorageorretrieval
2、system,withoutpermissioninwritingfromthepublisher.Firstpublishedin2010byResponseBooksBusinessbooksfromSAGEB1/I-1MohanCooperativeIndustrialAreaMathuraRoad,NewDelhi110044,IndiaSAGEPublicationsInc2455TellerRoadThousandOaks,California91320,USASAGEPublicationsLtd1Oliver’sYard,55CityRo
3、adLondonEC1Y1SP,UnitedKingdomSAGEPublicationsAsia-PacificPteLtd33PekinStreet#02-01FarEastSquareSingapore048763PublishedbyVivekMehraforSAGEPublicationsIndiaPvtLtd,typesetin12/15AdobeCaslonbyDiligentTypesetter,DelhiandprintedatChamanEnterprises,NewDelhi.LibraryofCongressCataloging-
4、in-PublicationDataAvailableISBN:978-81-321-0471-1(PB)TheSAGETeam:QudsiyaAhmed,SwatiSenguptaandNandKumarJhaContentsListofTablesixListofFiguresxiListofBoxesxiiiPrefacexvAcknowledgementsxvii1.Introduction1Section1:UnderstandingtheBasics2.Needs,WantsandNeedHierarchy113.MarketingProdu
5、ct21Section2:UnderstandingtheMarket4.MarketingEnvironment395.SWOTAnalysis636.PurchaseProcess797.CompetitiveAdvantage:BuildingEntryBarriers111Section3:TheDecision-making8.SegmentationandTargeting1459.Positioning16110.MarketingPlanningProcesss187viiMarketingManagementAppendix1:Indi
6、anConsumer205Appendix2:CountryofOrigin:ASurrogateforQuality209Appendix3:DoConsumerLoyaltyProgrammesBuildLoyalty?213References215Index229AbouttheAuthor245viiiListofTables2.1Wantssatisfyingdifferentneeds162.2Firstcategoryofstatusgoodssoughtbytheconsumersaftersatisfyingaminimumlevel
7、oflowerorderneeds173.1Needssatisfiedbybread253.2Marketinguniversefordifferentmarketingproductsforyoga333.3Formatforidentifyingtheidealmarketingproduct343.4Coffeeparloursasamarketingproduct353.5Marketingeffortfordifferentmarketingproductsoffruitjuice364.1CensusofIndia(2003est.)444
8、.2India2001census:Percentageofpopulation
