, Contents
MANAGEMENT ................................................................................................................................... 3
MARKETING........................................................................................................................................ 6
MARKETING PROCESS ................................................................................................................... 10
CONCEPT ........................................................................................................................................... 18
MARKETING ENVIRONMENT ....................................................................................................... 20
CONSUMER BEHAVIOR .................................................................................................................. 24
PRICE SYSTEM ................................................................................................................................. 28
PROMOTION ...................................................................................................................................... 37
ADVERTISING ............................................................................................................................... 38
SALES PROMOTION..................................................................................................................... 41
DIRECT MARKETING .................................................................................................................. 44
PUBLIC RELATION ...................................................................................................................... 47
PERSONAL SELLING ................................................................................................................... 47
DIGITAL MARKETING ................................................................................................................ 49
SEGMENTATION .............................................................................................................................. 51
TARGETING ....................................................................................................................................... 54
DIFFERENTIATION & POSITIONING ............................................................................................ 56
COMPETITIVE STRATEGIES .......................................................................................................... 58
PRODUCT LIFE CYCLE ................................................................................................................... 61
BRANDING, PACKAGING & LABELLING ................................................................................... 65
CHANNELS OF DISTRIBUTION ..................................................................................................... 68
RETAILING ........................................................................................................................................ 75
WHOLESALING ................................................................................................................................ 80
, MANAGEMENT
Management is a set of activities include planning, decision making, organizing, leading, and
controlling which is directed at an organization’s human, financial, physical and information resources
with the aim of achieving organizational goals in an efficient and effective manner.
Management has three levels-
• Level 1: To learn/understand/perform the job appropriately.
• Level 2: To teach/direct/instruct the same job to others.
• Level 3: Ability to supervise the job to be completed by others and claim the rewards & credits.
Basic Purpose of Management
• Efficiency
Using resources wisely and in a cost-effective way.
• Effectiveness
Making the right decisions and successfully implementing them.
Classification of a Manager
Managers can be classified in two ways-
• Level wise (Promotion wise)
Top Managers
Middle Managers
First-Line Managers
• Area wise (Sector wise)
Marketing Managers
Financial Managers
Operations Managers
Human Resource Managers
Administrative Managers
Marketing Managers
Work in areas related to getting consumers and clients to buy the organization’s products or services
like- new product development, promotion and distribution.
Financial Managers
Deal primarily with an organization’s financial resources like- accounting, cash management and
investments.
Operations Managers
Are involved with systems that create products and services like- production control, inventory, quality
control, plant layout, site selection etc.
FM | 3
, Human Resource Managers
Are involved in human resource activities.
Administrative Managers
Are generalists. Familiar with all functional areas of management and are not associated with any
particular management specialty.
Roles of Manager
• Interpersonal Roles
Figurehead: Manager have social, ceremonial and legal responsibilities. He is expected to be a source
of inspiration. People look up to him as a person with authority, and as a figurehead.
Leader: This involves building a team, coaching the members, motivating them, and developing strong
relationships to achieve organizational goals.
Liaison: Includes developing and maintaining a network inside and outside the office for information
and assistance.
• Informational Roles
Monitor: Seek out information related to organization and industry, looking for relevant changes in
the environment. Also monitor the team, in terms of both their productivity, and well-being.
Disseminator: On receiving any important information from internal or external sources, the same
needs to be disseminated or transmitted within the organization.
Spokesperson: Includes representing the organization and providing information about the
organization to outsiders.
• Decisional Roles
Entrepreneur: Manager create and control change within the organization. This means solving
problems, generating new ideas, find out new opportunities, and implementing them.
Disturbance Handler: Taking corrective action when the organization faces unexpected difficulties
which are important in nature.
Resource Allocator: Being responsible for the optimum allocation of resources like time, equipment,
funds, and also human resources, etc.
Negotiator: Needed to take part in, and direct, important negotiations within the team, department, or
organization.
Skills Required for a Manager
• Technical
Technical skill is the ability to use the specialized knowledge, procedures, and techniques of a field of
activities.
• Conceptual
Conceptual skill is the ability to see the “big picture,” to recognize significant elements in a situation
and to understand the relationships among the elements. It is the ability to coordinate and integrates
all of an organization’s interests and activities. This include-
FM | 4
MANAGEMENT ................................................................................................................................... 3
MARKETING........................................................................................................................................ 6
MARKETING PROCESS ................................................................................................................... 10
CONCEPT ........................................................................................................................................... 18
MARKETING ENVIRONMENT ....................................................................................................... 20
CONSUMER BEHAVIOR .................................................................................................................. 24
PRICE SYSTEM ................................................................................................................................. 28
PROMOTION ...................................................................................................................................... 37
ADVERTISING ............................................................................................................................... 38
SALES PROMOTION..................................................................................................................... 41
DIRECT MARKETING .................................................................................................................. 44
PUBLIC RELATION ...................................................................................................................... 47
PERSONAL SELLING ................................................................................................................... 47
DIGITAL MARKETING ................................................................................................................ 49
SEGMENTATION .............................................................................................................................. 51
TARGETING ....................................................................................................................................... 54
DIFFERENTIATION & POSITIONING ............................................................................................ 56
COMPETITIVE STRATEGIES .......................................................................................................... 58
PRODUCT LIFE CYCLE ................................................................................................................... 61
BRANDING, PACKAGING & LABELLING ................................................................................... 65
CHANNELS OF DISTRIBUTION ..................................................................................................... 68
RETAILING ........................................................................................................................................ 75
WHOLESALING ................................................................................................................................ 80
, MANAGEMENT
Management is a set of activities include planning, decision making, organizing, leading, and
controlling which is directed at an organization’s human, financial, physical and information resources
with the aim of achieving organizational goals in an efficient and effective manner.
Management has three levels-
• Level 1: To learn/understand/perform the job appropriately.
• Level 2: To teach/direct/instruct the same job to others.
• Level 3: Ability to supervise the job to be completed by others and claim the rewards & credits.
Basic Purpose of Management
• Efficiency
Using resources wisely and in a cost-effective way.
• Effectiveness
Making the right decisions and successfully implementing them.
Classification of a Manager
Managers can be classified in two ways-
• Level wise (Promotion wise)
Top Managers
Middle Managers
First-Line Managers
• Area wise (Sector wise)
Marketing Managers
Financial Managers
Operations Managers
Human Resource Managers
Administrative Managers
Marketing Managers
Work in areas related to getting consumers and clients to buy the organization’s products or services
like- new product development, promotion and distribution.
Financial Managers
Deal primarily with an organization’s financial resources like- accounting, cash management and
investments.
Operations Managers
Are involved with systems that create products and services like- production control, inventory, quality
control, plant layout, site selection etc.
FM | 3
, Human Resource Managers
Are involved in human resource activities.
Administrative Managers
Are generalists. Familiar with all functional areas of management and are not associated with any
particular management specialty.
Roles of Manager
• Interpersonal Roles
Figurehead: Manager have social, ceremonial and legal responsibilities. He is expected to be a source
of inspiration. People look up to him as a person with authority, and as a figurehead.
Leader: This involves building a team, coaching the members, motivating them, and developing strong
relationships to achieve organizational goals.
Liaison: Includes developing and maintaining a network inside and outside the office for information
and assistance.
• Informational Roles
Monitor: Seek out information related to organization and industry, looking for relevant changes in
the environment. Also monitor the team, in terms of both their productivity, and well-being.
Disseminator: On receiving any important information from internal or external sources, the same
needs to be disseminated or transmitted within the organization.
Spokesperson: Includes representing the organization and providing information about the
organization to outsiders.
• Decisional Roles
Entrepreneur: Manager create and control change within the organization. This means solving
problems, generating new ideas, find out new opportunities, and implementing them.
Disturbance Handler: Taking corrective action when the organization faces unexpected difficulties
which are important in nature.
Resource Allocator: Being responsible for the optimum allocation of resources like time, equipment,
funds, and also human resources, etc.
Negotiator: Needed to take part in, and direct, important negotiations within the team, department, or
organization.
Skills Required for a Manager
• Technical
Technical skill is the ability to use the specialized knowledge, procedures, and techniques of a field of
activities.
• Conceptual
Conceptual skill is the ability to see the “big picture,” to recognize significant elements in a situation
and to understand the relationships among the elements. It is the ability to coordinate and integrates
all of an organization’s interests and activities. This include-
FM | 4
