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Marketing Research
TYBCOM semester VI
Content:
1. Applications of Marketing Research - I (12 Lec.)
a. Product Research - Concept, Areas, Steps in New Product Development, Product Testing and Test Marketing - Concept, Methods
b. Branch Research - Concept, Components of a Brand, Importance of a Brand Research, Packaging Research - Concept, Importance
c. Price Research - Concept, Factors Influencing Pricing, Importance of Price Research, Methods of Price Research
2. Applications of Marketing Research - II (11 Lec.)
a. Physical Distribution Research - Concept, Types of Distribution Channels, Supply Chain Management - Concept, Components of Supply Chain Management, Importance of Physical Distribution Research
b. Promotion Research - Concept, Elements of Promotion, Importance of Promotion Research
Advertising Research - Concept, Scope, Pre and Post Testing Methods of Advertising Effectiveness
c. Consumer Research - Concept, Objectives, Methods, Motivation Research - Concept, Importance
3. Applications of Marketing Research - III (11 Lec.)
a. Sales Research - Concept, Significance, Scope/Areas
b. Rural Marketing Research - Concept, Features of Indian Rural Market, Sources of Data, Research Tools, Do's and Don'ts in Rural Marketing Research
c. Global Marketing Research - Concept, Factors Affecting Global Marketing, Need and Scope of Global Marketing Research
4. Managing Marketing Research (11 Lec.)
a. Organising Marketing Research Activity - Factors Involved in Organising Marketing Research Activity, Methods of Organising Marketing Research Activity, In-house Marketing Department - Structure, Merits, Demerits
b. Professional Marketing Research Agencies - Structure, Merits, Demerits, Professional Standards
c. Prominent Marketing Research Agencies - HTA, ORG, IMRB, NCAER, Nielson
Add To Cart | No |
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ISBN-13 | 978-93-89293-61-6 |
AUTHOR | Dr. Vinayak Parlikar |
YEAR | 2019 |
ED | Second |
PAGES | 248 |
SUBJECT | Marketing Research TYBCOM semester VI |
LANGUANGE | English |