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Marketing Management II Introduction

Marketing Management II Introduction. To Discuss Course outline 3 main components (analytics including spss , design and marketing applications) MR Project 4 main stages (overall design, instruments, data collection and analysis) A small Case To learn Course proceedings

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Marketing Management II Introduction

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  1. Marketing Management II Introduction

  2. To Discuss • Course outline • 3 main components (analytics including spss, design and marketing applications) • MR Project • 4 main stages (overall design, instruments, data collection and analysis) • A small Case • To learn Course proceedings Review key concepts Appreciating the research brief

  3. Form your group by dec 31 and e-mail copy of that by CR (group size ranges from 5-7) • Jan 5/7 (groups need to present their basic idea about their MR group project) – in random order (pls upload your ppt, not to carry your laptop) • Only 4 slides • The first slide covers marketing objective and research objectives • The second slide covers broad areas to be covered (key information areas) • The third slide on conceptual framework • Fourth slide on variables (not all but few from different info areas) which will be tested in the research

  4. Evaluation • CP (+10 to -10) (If violate class room norm/s then towards -10) • Group Project (30)- No negative marking • Mid Term (30) with negative marking (more of objective) • End Term (30) - No negative marking (more of descriptive) • If absent/marked absent due to late coming, without taking leave then deduction of .2 grade points from overall grade point • If violate norm/s of exam hall then F at overall level Course material ppt and Other reference material as given to you Main Text books Malhotra N.K. Easwaran S. and Singh S. J

  5. Kotler Product Price Place (Distribution) Promotion Customer Value Customer Costs Customer Convenience Customer Communications

  6. New Definition of Marketing • New Definition of Marketing (est. in 2007) • Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. • Previous Definition (est. in 2004) • Marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.

  7. Hypothetico Deductive Method THEORY /MGT PROBLEM CONCEPT

  8. Variables and their operationalization • Hypothesis • Measurement (check whether they have done reliability and validity of scales) • Associations(correlation, semi-causal and causal)

  9. Ambassador is an automobile brand in India. About 1300 Ambassador cars are sold every month. The sale to taxi & commercial segment constitutes about 65%-70% of total sales. Geographical sales are higher in the states of Tamil Nadu, Kerala, Andhra Pradesh, Karnataka, West Bengal, Orissa & Delhi. • With the entry of many new variants like Indica (diesel), Omni, Qualis, Sumo & Esteem (Petrol & Diesel) the competition in the taxi segment has also increased. Competitors also to sustain their volumes have started concentrating on taxi segment with attractive offers. As a result the Ambassador sales has come under pressure in the taxi segment.

  10. Ambassador has two main variants that are very popular in Taxi segment that are Ambassador Classic 1500 DSL (1500 cc HM Diesel Engine) and Ambassador Classic 2000 DSZ (2000 cc diesel engine based on Isuzu technology). The Ambassador 2000 DSZ is better than 1500 DSL models in terms of Engine power, performance, fuel efficiency & durability. The price difference between the two which war earlier at about Rs. 70-75 K has now been narrowed down to Rs. 43 K. The revision in price has given us additional sale in 2000 DSZ but we have lost sales for 1500 DSL variant., but the loss in sales of Ambassador 1500 DSL is far higher than the gains in 2000 DSL which means that the shift is happening to other brands.

  11. Given the above scenario HM would like to do a market research study to understand the reasons for sales decline of Ambassador 1500 DSL w.r.t. • Purchase dynamics of the taxi segment • Price sensitivity vis-à-vis other factors • Reasons for preference for other models over Ambassador in the taxi segment.

  12. Methodology : The research plan should be comprehensive covering all the information needs with a high degree of confidence level. • Locations : Tamil Nadu • Sample Size : To be recommended by the Research Agency • Time : The study has to be completed within least possible time • Please send your proposal with two days with detailed methodology, time and cost.

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