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UGC NET Management Unit - VII Syllabus
Every chapter and topic of Unit - VII examined in UGC NET Management — 8 chapters, 21 topics and 5 sub-topics, plus 51 flashcards written against it.
Unit - VII syllabus — full chapter and topic list
Expand any chapter to see its topics and sub-topics. This is the whole examinable outline for Unit - VII in UGC NET Management, not a summary of it.
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Consumer and Industrial Buying Behaviour
1 topic- Theories and Models of Consumer Behaviour
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Brand Management
3 topics- Role of Brands
- Brand Equity
- Equity Models
- Developing a Branding Strategy
- Brand Name Decisions
- Brand Extensions
- Loyalty
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Logistics and Supply Chain Management
4 topics- Drivers
- Value creation
- Supply Chain Design
- Designing and Managing Sales Force
- Personal Selling
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Service Marketing
2 topics- Managing Service Quality and Brands
- Marketing Strategies of Service Firms
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Customer Relationship Marketing
3 topics- Relationship Building
- Strategies
- Values and Process
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Retail Marketing
2 topics- Recent Trends in India
- Types of Retail Outlets
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Emerging Trends in Marketing
4 topics- Concept of e-Marketing
- Direct Marketing
- Digital Marketing
- Green Marketing
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International Marketing
2 topics- Entry Mode Decisions
- Planning Marketing Mix for International Markets
Unit - VII flashcards for UGC NET Management
20 of 51 cards from the Unit - VII deck — real questions with worked answers.
What are the four major models/theories used to explain consumer behaviour?
Economic (rational utility maximisation), Psychological/Learning (Maslow, learning theory), Psychoanalytic (Freudian id-ego-superego), and Sociological (influence of groups/society). The integrated Howard-Sheth and EKB models combine these.
In consumer behaviour, what does the EKB (Engel-Kollat-Blackwell) model describe?
A five-stage consumer decision process: Need recognition, Information search, Evaluation of alternatives, Purchase decision, and Post-purchase behaviour, influenced by input, information processing, and environmental variables.
What are the four broad sets of factors influencing consumer behaviour (Kotler)?
Cultural (culture, subculture, social class), Social (reference groups, family, roles/status), Personal (age, occupation, lifestyle, personality), and Psychological (motivation, perception, learning, beliefs/attitudes).
In the Maslow hierarchy applied to consumer motivation, list the five levels in order.
Physiological, Safety, Social/Belongingness, Esteem, and Self-actualization needs—consumers satisfy lower needs before higher ones.
What is the Howard-Sheth model of consumer behaviour?
A model with four sets of variables—inputs (stimuli), perceptual & learning constructs, outputs (purchase), and exogenous variables—explaining decisions as Extensive, Limited, or Routinized problem solving.
Define a 'brand' as per the American Marketing Association.
A name, term, sign, symbol, design, or a combination of them, intended to identify the goods/services of one seller or group and to differentiate them from those of competitors.
What are the key roles/functions a brand performs for consumers and firms?
For consumers: identification, risk reduction, search-cost reduction, quality signal, symbolic/status value. For firms: legal protection, competitive advantage, price premium, customer loyalty, and financial asset value.
Define 'brand equity' (Aaker's perspective).
The set of brand assets and liabilities linked to a brand—its name and symbol—that add to or subtract from the value provided by a product or service to a firm and/or its customers.
What are Aaker's five dimensions of brand equity?
Brand loyalty, Brand awareness, Perceived quality, Brand associations, and other proprietary brand assets (patents, trademarks, channel relationships).
What is Keller's Customer-Based Brand Equity (CBBE) model / brand pyramid?
A four-level pyramid: Brand Identity (salience), Brand Meaning (performance & imagery), Brand Response (judgments & feelings), and Brand Relationships (resonance) — built bottom-up.
Differentiate brand awareness and brand image.
Brand awareness is the consumer's ability to recall/recognize a brand (depth & breadth); brand image is the set of perceptions and associations held in memory about the brand. Both make up brand knowledge.
What are the main branding strategy decisions a firm must make?
Brand positioning, brand name selection, brand sponsorship (manufacturer/private/licensed/co-brand), and brand development (line extension, brand extension, multibrands, new brands).
Define the four brand development strategies in Kotler's product-category vs brand-name matrix.
Line extension (existing brand, existing category), Brand extension (existing brand, new category), Multibrands (new brand, existing category), and New brands (new brand, new category).
What is the difference between brand extension and line extension?
Line extension applies an existing brand name to new items (sizes, flavours) within the same product category; brand extension applies an existing brand name to a product in a new/different category.
In value creation, what is the difference between customer value and customer satisfaction?
Customer (perceived) value is the difference between total customer benefits and total customer costs; satisfaction is the consumer's feeling of pleasure/disappointment from comparing perceived performance against expectations.
What is a 'value chain' (Michael Porter)?
A tool identifying nine strategically relevant activities—five primary (inbound logistics, operations, outbound logistics, marketing & sales, service) and four support (firm infrastructure, HRM, technology, procurement)—that create value and margin.
What are the key 'drivers' of customer value / value creation in marketing?
Product quality, service quality, price/cost, brand image, relationship benefits, and customer experience—firms create value by maximising benefits and minimising monetary and non-monetary costs.
What is the customer value delivery network (supply/value-delivery system)?
The network made up of the company, suppliers, distributors, and ultimately customers who partner with each other to improve the performance of the entire system in delivering customer value.
What is supply chain management (SCM)?
The integrated management of upstream (suppliers) and downstream (intermediaries, customers) flows of materials, information, and finances to deliver value efficiently from point of origin to point of consumption.
What are the key decisions in supply chain design?
Network configuration (number/location of facilities), inventory and warehousing strategy, transportation modes, information systems integration, and the push vs pull boundary—balancing responsiveness with cost efficiency.
Planning Unit - VII for UGC NET Management
Unit - VII is about 11% of the UGC NET Management syllabus by topic count — 21 of 193 topics, spread over 8 chapters. At roughly 45 minutes per topic plus 12 minutes per sub-topic, a first pass runs to about 15 hours.
The heaviest chapters are Logistics and Supply Chain Management (4 topics), Emerging Trends in Marketing (4 topics), Brand Management (3 topics) . Front-load those while your energy is high; the short chapters are better revision filler later.
Work top-down: read the chapter, then tick topics off individually rather than marking the whole chapter done. Sub-topics are where silent gaps hide.
Unit - VII (UGC NET Management) FAQ
What is in the UGC NET Management Unit - VII syllabus?
Unit - VII is split into 8 chapters — Consumer and Industrial Buying Behaviour, Brand Management, Logistics and Supply Chain Management, Service Marketing, Customer Relationship Marketing and Retail Marketing, and 2 more, containing 21 topics and 5 sub-topics in total.
How many chapters are there in Unit - VII for UGC NET Management?
8 chapters. Unit - VII accounts for about 11% of the topics in the whole UGC NET Management syllabus (21 of 193).
How long should I spend on Unit - VII for UGC NET Management?
Budget around 15 hours for a first pass through Unit - VII — about 45 minutes per topic plus 12 minutes per sub-topic across its 21 topics. Add revision cycles on top.
Are there flashcards for UGC NET Management Unit - VII?
Yes — a 51-card Unit - VII deck. Sample cards are printed on this page, and the full deck is free in the Examius app with spaced repetition scheduling.