UGC NET Commerce Marketing Management Syllabus

Marketing Management syllabus — full chapter and topic list

Expand any chapter to see its topics and sub-topics. This is the whole examinable outline for Marketing Management in UGC NET Commerce, not a summary of it.

1. 1

   Marketing

   5 topics

   • Concept and Approaches
   • Marketing Channels
   • Marketing Mix
   • Strategic Marketing Planning
   • Market Segmentation, Targeting, and Positioning
2. 2

   Product Decisions

   5 topics

   • Concept
   • Product Line
   • Product Mix Decisions
   • Product Life Cycle
   • New Product Development
3. 3

   Pricing Decisions

   2 topics

   • Factors Affecting Price Determination
   • Pricing Policies and Strategies
4. 4

   Promotion Decisions

   2 topics

   • Role of Promotion in Marketing
   • Promotion Methods
     • Advertising
     • Personal Selling
     • Publicity
     • Sales Promotion Tools and Techniques
     • Promotion Mix
5. 5

   Distribution Decisions

   2 topics

   • Channels of Distribution
   • Channel Management
6. 6

   Consumer Behaviour

   2 topics

   • Consumer Buying Process
   • Factors Influencing Consumer Buying Decisions
7. 7

   Service Marketing

   1 topic

   • Service Marketing Overview
8. 8

   Trends in Marketing

   6 topics

   • Social Marketing
   • Online Marketing
   • Green Marketing
   • Direct Marketing
   • Rural Marketing
   • Customer Relationship Management (CRM)
9. 9

   Logistics Management

   1 topic

   • Logistics Overview

Marketing Management flashcards for UGC NET Commerce

23 of 51 cards from the Marketing Management deck — real questions with worked answers.

1. Define marketing management (AMA-based definition).

   Marketing management is the art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value.

2. Name the five competing marketing management philosophies/approaches.

   Production concept, Product concept, Selling concept, Marketing concept, and Societal (holistic) marketing concept.

3. How does the selling concept differ from the marketing concept?

   Selling concept starts with the factory/existing products and uses aggressive selling to push them (seller's needs); marketing concept starts with customer needs and earns profit through customer satisfaction (buyer's needs).

4. What is the societal marketing concept?

   It holds that organizations should determine the needs and wants of target markets and deliver satisfaction more effectively than competitors while preserving or enhancing consumer and societal long-run well-being.

5. List the four elements of the traditional marketing mix (4 Ps).

   Product, Price, Place (distribution), and Promotion.

6. What are the additional 3 Ps in the extended (services) marketing mix (7 Ps)?

   People, Process, and Physical evidence.

7. What is the customer-oriented 4 Cs counterpart to the 4 Ps (Lauterborn)?

   Product=Customer solution, Price=Customer cost, Place=Convenience, Promotion=Communication.

8. What is strategic marketing planning?

   The managerial process of developing and maintaining a viable fit between the organization's objectives, skills, and resources and its changing market opportunities, guiding what markets to serve and how.

9. List the main steps in the strategic/marketing planning process.

   Define mission, set objectives/goals, conduct situation (SWOT) analysis, formulate strategy (STP and marketing mix), implement, and control/evaluate.

10. What does SWOT analysis stand for and classify?

    Strengths and Weaknesses (internal factors) and Opportunities and Threats (external environmental factors).

11. Define the STP framework in marketing.

    Segmentation (dividing the market into groups), Targeting (selecting which segments to serve), and Positioning (creating a distinct image in target customers' minds).

12. What is market segmentation?

    The process of dividing a heterogeneous total market into smaller, relatively homogeneous groups of buyers with similar needs, characteristics, or behaviour who may require separate products or marketing mixes.

13. List the four major bases for segmenting consumer markets.

    Geographic, Demographic, Psychographic, and Behavioural segmentation.

14. What characteristics make a market segment effective/usable?

    It should be Measurable, Substantial (profitable), Accessible, Differentiable, and Actionable.

15. What are the three market-targeting (coverage) strategies?

    Undifferentiated (mass) marketing, Differentiated marketing, and Concentrated (niche) marketing (plus micromarketing).

16. What is market positioning?

    Arranging for a product to occupy a clear, distinctive, and desirable place relative to competing products in the minds of target consumers, expressed through a value proposition.

17. What is a positioning map (perceptual map) used for?

    To visually plot consumer perceptions of competing brands on key attributes (e.g., price vs quality), revealing market gaps and competitive position.

18. In marketing, how is a 'product' defined?

    Anything that can be offered to a market for attention, acquisition, use, or consumption that might satisfy a want or need—including goods, services, experiences, persons, places, and ideas.

19. What are the three levels of a product?

    Core benefit (core product), Actual product (features, brand, quality, packaging), and Augmented product (added services like warranty, delivery, after-sales support).

20. Distinguish convenience, shopping, specialty, and unsought consumer goods.

    Convenience: bought frequently with minimal effort; Shopping: compared on suitability/price/quality; Specialty: unique with strong brand loyalty and special purchase effort; Unsought: not normally thought of buying (e.g., insurance).

21. What is a product line?

    A group of closely related products that function similarly, are sold to the same customer groups, marketed through the same outlets, or fall within given price ranges.

22. Define product mix (product assortment).

    The complete set of all product lines and items a particular seller offers for sale.

23. Define the four dimensions of a product mix.

    Width (number of product lines), Length (total number of items across lines), Depth (number of variants of each product), and Consistency (how closely related the lines are).

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