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Karthikeyan Balakumar

MM Session 16 - Economic Foundations of Pricing

MM Session 16 - Economic Foundations of Pricing

Introduction The issue of pricing lies at the very heart of marketing. In fact, it also happens to be one of the four Ps of marketing (Fun fact, the 4Ps was a term coined by Jerome McCarthy). Much of our theoretical understanding of pricing comes find their roots in economics.

MM Session 15 - Castrol India Limited : An innovative distribution channel - case discussion

MM Session 15 - Castrol India Limited : An innovative distribution channel - case discussion

Introduction: In the fifteenth session of the marketing management course, we dived deep into the Castrol India Limited case written by Dr. Renuka Kamath. The case discusses in some detail the changes in consumer behaviour that occurred when 2 stroke engines were replaced by 4 stroke engines. In short, the

MM Session 14 - The Foundations of Distribution

MM Session 14 - The Foundations of Distribution

In the last class, we discussed the foundational concepts of distribution. Before we began devouring the flesh of the matter, we began by asking, why do organisations exist? Many of you pointed out that organisations exist to solve problems that exist in society. Some of you argued that organisations exist

CB - Notes and observations from Mid Term Presentations

Paving a way to better presentations - conceptually and visually Over the course of the last two sessions, students of both sections completed the mid-course presentations. Congratulations!! I felt every team put their best foot forward and worked on teasing out very interesting angles that added to the class learning.

CB Session 10 - Persuasion and Influence

Introduction: In today’s class, we discussed the case of Boosting babies by Dr. Susheela A. Varghese from Singapore Management University. The case goes into great depts to detail similar birth rate problem. Specifically, how Singapore moved from 6 babies per mother to less than 2 in under fifty years.

MM Session 13 - The Product Life Cycle

Introduction: The PLC is one of the most misunderstood and abused tools in all of marketing and strategy. For instance, Turnbull and Meenaghan (1980) state that “the PLC concept views the process of market introduction from the point of view of the marketing company”. Obviously this is incorrect. According to

CB Session 9 - Self and the Extended Self

CB Session 9 - Self and the Extended Self

One of the most cited articles in all of marketing has to be his 1988 paper, “Possessions and the Extended Self” by Dr. Russel Belk (found here ). To understand this better, you may have to check out Highways and Buyways: Naturalistic Research from the Consumer Behavior Odyssey (by the same