Marketing Compendium.pdf

School
Indian Institute Of Management, Kozhikode*
*We are not endorsed by this school
Course
PGP MARKETING
Pages
44
Upload Date
Feb 11, 2024
Uploaded by DukePartridge4054 on coursehero.com
Simplifying Marketing Prep for Summer Internships
Page | 2 PART 0 - THE IDEA BEHIND THE DOC 4 For Whom? 4 Just a caution! 4 A little personal note 4 PART 1 - THE CONCEPTS AND THEIR APPLICATION 5 SECTION 1.A - MARKETING AS A SPHERE 6 A.1 - CONCEPT OF MARKETING 6 a. What is Marketing? 6 b. Types of needs 6 SECTION 1.B - FRAMEWORKS 8 B.1 - SWOT Analysis 8 B.2 - Porter's Framework 9 B.3 - The 4P 10 B.4 - 7P Framework 12 SECTION 1.C - BRAND/PRODUCT SIDE 14 C.1 - Types of Markets 14 C.2 - Marketing funnel 14 C.3 - The STP 16 C.4 - Attractiveness of chosen segment 19 SECTION 1.D - PRICING STRATEGIES 21 SECTION 1.E - CONSUMER SIDE 23 E.1 - Consumer Buying Process 23 E.2 - Search Dynamics 24 E.3 - Consumer Adoption Process - AIETA 25 SECTION 1.F - IMC 28
Page | 3 PART 2 - SOLVE THE CASE! 30 SECTION 2.A 31 A.1 - Some jargons you need to know (and use!) 31 A.2 - Solve a case from scratch! 33 A.2.1 - New launch 33 A.2.2 - Restage or Relaunch 35 A.2.3 - Resolve an issue in an existing brand 35 PART 3 - LATEST UPDATES IN MARKETING AND WEBSITES TO REFER 37 PART 4 - THE INTERVIEWS! 40 SECTION 4.A - THINGS TO PREP 41 SECTION 4.B - GROUP DISCUSSION IN MARKETING 42 SECTION 4.C - PERSONAL INTERVIEWS 44
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