Sr. No.

Particulars Pattern Chapters

405 (A) : MARKETING STRATEGY AND RELATIONSHIP MARKETING

407 (A) : MARKETING

INTERNATIONAL

210 : LIFE SKILLS

2008 Pattern Two Sections A: Marketing Strategy : 9 Chapters B: Relationship Management: 6 Chapters Total No. of Chapters : 15 Chapters
Reference Books:1.Marketing Strategy - Boyd Walker, Mullins Larrech, TMGH 2. Strategic Marketing Management - David Aaker 3. Principles of Marketing - Philip Kotler, Gary Armstrong 4. Handbook of Relationship Marketing - Jagdish Sheth, Atul Parvatiyar 5.Leading Through Relationship MarketingRichard Batterley 6. Relationship Marketing - S.Shajahan, TMGH, 1st ed., 2006 reprint. 7.Customer relationship Management - Sheth, Parvatiyar, Shainesh 8.For contemporary case studies students should refer to the periodicals and journals.

2008 Pattern 7 Chapters

2013 Pattern 5 Chapters

Books Referred

Reference Books:1. Nabhis How To Export Nabhi Publication 2. International Marketing Export Marketing S. Shiva Ramu 3. Export What, Where & How Parasram 4.Global Marketing Strategy Douglas & Craig. 5. Export Marketing B. Bhattacharya. 6. Winning The World Marketing Bhattacharya 7.Export Marketing Francis Cherunilam. 8.International Marketing S.S. Rathor, J.S. Rathor. 9.Essentials Of Export Marketing S.A. Chunnawala 10.International Trade And Export Management B.M. Wahi And A.B. Kalkundribar. 11.International Marketing Management Varshney And Bhattacharya. 12. Export Marketing Michael Vaz.

Text Book: 1. Critical thinking skills : developing effective analysis and argument by Stella Cottrell 2. Academic writing: a handbook for international students by Stephen Bailey 3. Effective Study Skills: Step-by-Step System to Achieve Student Success by Semones Reference Books:1. Critical thinking and analysis by Mary Deane 2. Developing and applying study skills : writing assignments, dissertations and management reports by Donald Currie 3. Assignment and thesis writing by Jonathan Anderson

Magazines Newspaper Concurrent Evaluation/ Innovative Practices

Assignment, Presentation, Internal Exam

Assignment, Presentation, Class Test, Case Study, Internal Exam

Innovative Practices

Employment Assignment, Presentation, Class Test, Case Study, Role Play Modified Small Group Project Assigned Small Field Activity which comprises an assignment of manufacturing a product & selling it and Detail presentation of the same. Which is helpful for students overall development from each aspect of management

and also give brief idea regarding every specialization. Planning next week for 6.Offensive and defensive competitive strategies 1. Offensive warfare Strategies: Frontal Attack, Flanking Attack, Encirclement Attack, Bypass Attack, Guerilla warfare, 2. Defensive warfare Strategies: Position Defence, Mobile Defence, Pre-emptive Defence, Flank Position Defence, Counter Offense Defence, Strategic Withdrawal 3. Build Strategies, Hold Strategies, Harvesting Strategies 4.Divestment/Deletion, Vertical Integration - Marketing Strategy, Forward Integration, Backward Integration, Unbundling & Outsourcing Strategies 5. Tools for Product- Market Analysis towards strategy formulation- Ansoffs Product/Market Matrix, Product Portfolio Strategy Boston Consulting Box, The McKinsey/General Electric Matrix

Strategy is a term that originates from the Greek term Strategia meaning generalship. Strategies are used to bridge the gap between policy and tactics towards achievement of marketing goals.

Offensive Marketing identifies and exploits new markets and products. It is about acquiring customers it creates expectations, makes promises to customers, communicates, promotes, emphasizes product features It is action oriented. Offensive strategies always result in successful achievement of competitive advantage.

Defensive Marketing is about retaining customers. It focuses on a single core technology by which serves a narrow and stable market Marketing oriented towards service quality, building reputation, and emphasizing performance This strategy requires product quality innovation and value is delivered by a firm Defense Warfare Strategies: 1. 2. 3. 4. 5. 6. Position Defence Mobile Defence Pre-emptive Defence Flank Position Defence Counter Offensive Defense Strategic Withdrawal

Offensive Strategies: Frontal Attack Head on Attack meeting competitors with the same product line, price, promotion To match or excel the competitors strengths. To attack competitors strength and not its weakness. Flanking Attack Encirclement Attack Bypass Attack Guerilla Warfare Indirect form of competitive strategy.

Strategy

Approac h

Action/ Options

Under Pricing, More Advertisements, adding more product features,

Aim

1.To gain market share by outmatching the strengths of competitor. 2.To cut away rivals competitive advantage.

To attack competitors To attack competitor To avoid head-to- To make small attacks in weakness from all sides head competition. different locations while remaining mobile. To concentrate on Whenever competitor To avoid Surprise and hit-and-run in ones competitive tries to turn the market confrontation with locations. strengths and , the attackers stand the enemy by moving resources, using them ready to block him. into new & as yet directly attack uncontested area. competitors weakness To attack weakness Supplying different To move aggressively Focus on narrow targets weakly like geographic areas types of the same in into new defended by rivals, challenge where rival has weak products to the market, geographical markets rivals where they over stretched market share, expanding products where rivals have no & when they are facing Segments the rivals into all segments and presence, introduce problems, has neglected, weak distribution channels. new products with Occasional low prices, intense brands, insufficient different attributes & burst of advertisement, legal advertisements features, introduce actions charging patent new generation violations, restrictive trade technology, practices, unfair advertisement To engage competitors Diluting the defenders To avoid head-to- To destabilize the competitor by in those products / ability to retaliate in head competition. small attacks markets where they strength are weak.

Remark

Competitor has no way to dealing with the attacker. Whichever way he tries to turn the market, the attackers stand ready to block him.

Encirclement strategy - Smirnoff Vodka used encirclement strategy when another product was introduced and positioned itself directly against Smirnoff, but at a lower price (Kotler, 1981). Smirnoff counterattacked by first raising it's prices, which preserved their quality image. After raising their prices, they introduced another brand, marketed it at the same price as the competition, and introduced another brand at a lower price Flank attack , in the mid 1970's Xerox owned eighty-eight percent of the plain-paper copier market; however, almost ten years later the Japanese based Canon Copier took over half of Xerox's market (Kotler 1981). The main reason Canon took over such a large portion of Xerox's market was by use of the flanking strategy. Canon focused on the small size copier market that could not afford Xerox's larger copiers. This attack was successful because it put the attackers strength against the defenders weakness (Kotler 1981). Bypass attack - When Colgate-Palmolive tried to enter the nonwoven textiles and health care business, it did not have to fight Procter and Gamble's strengths because they used the bypass strategy Guerilla attack when IBM won a lawsuit against Hitachi on the grounds that Hitachi stole IBM software. Because IBM won this small battle, Japanese computer manufacturers had to become defensive by investing large sums of money into scarce software research and development personnel who had to re-write old programs and develop new programs which did not interfere with IBM's intellectual property rights