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Karthikeyan Balakumar

CB Session 17 – B2B Consumer behaviour

CB Session 17 – B2B Consumer behaviour

The decision-making unit: Over the course of the last sixteen session, we have almost entirely focused on studying the behaviour of individuals like you and me. Psychologists (and marketers by extension) today can grasp ‘human’ consumer behaviour to a great extent. However, the idea of B2B consumer behaviour is

MM Feedback – 2022 Edition – Chapter 1

MM Feedback – 2022 Edition – Chapter 1

The PESTEL Framework As you are already aware, I have been busy correcting answer papers over the last few days. At the moment, I’m done with about 60 answer sheets. While I have been making note of the issues with the assumptions that you are making, I thought there

CB Session 16 - B2B Consumption and Reverse Logistics

CB Session 16 - B2B Consumption and Reverse Logistics

Hi Students, It seems like it’s raining apologies for delays from my end. I’ve really been behind on my reading and writing lately. Let’s get to the point and summarise the key ideas in the Flipkart product returns case. If there is one thing that you have

MM Sessions 19 and 20 - Presentations, Reports, and Closing Remarks

MM Sessions 19 and 20 - Presentations, Reports, and Closing Remarks

Hi Everyone, Congrats on completing the first end term examinations!! I’m sure this must have been a first of its kind experience for many of you. The idea behind ‘testing’ is no longer retention of facts and ability to recall, but application and the creation of knowledge. Let me

MM Session 18 - Marketing Ethics

MM Session 18 - Marketing Ethics

Introduction Do you recall the first session in the marketing management course? Remember when I asked you all what the first thing that came to your mind was when I said ‘marketing’? Many of you said things like ‘selling’, ‘manipulating’, and ‘convincing’. On that day, we discussed and agreed that

CB Session 15 - Prospect theory, biases, and misbehaving

CB Session 15 - Prospect theory, biases, and misbehaving

Challenging the Homo-economicus assumption Disclaimer Apologies for not being able to send in the newsletter yesterday. I have been swamped with work and have not been able to find time to put pen to paper. But then here I am, typing away right now. Introduction For most of the

MM Session 17 - Netflix in 2011

Introduction In today’s session, we discussed the “Netflix: Pricing Decision 2011” case by David Robinson and Max Oltersdorf. Let me take a moment to briefly summarise the case. On July 12, 2011, Netflix the online movie streaming service decided to split its DVD rental and Online streaming businesses. Until