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Fundamentals of Marketing

Click below to Buy E-Book Edition:
Fundamentals of Marketing Book for UP B.Com 4th Semester in English. The book is published by Thakur Publication Pvt. Ltd. and is suitable for students enrolled in Purvanchal University Jaunpur, Chaudhary Charan Singh University Meerut, Bheem Rao Ambedkar University Agra, Mahatma Gandhi Kasha Vidyapeeth Varanasi, Deen Dayal Upadhyay University Gorakhpur, Rajju Bhaiyya State University Prayagraj, Rohilkhand University, Bareilly.
AUTHORS : Dr. Vidhu Grace Noel , Dr. Sadaf Athar
ISBN : 978-93-5755-002-4
Tax excluded
Click below to Buy E-Book Edition:
Fundamentals of Marketing Book for UP B.Com 4th Semester in English. The book is published by Thakur Publication Pvt. Ltd. and is suitable for students enrolled in Purvanchal University Jaunpur, Chaudhary Charan Singh University Meerut, Bheem Rao Ambedkar University Agra, Mahatma Gandhi Kasha Vidyapeeth Varanasi, Deen Dayal Upadhyay University Gorakhpur, Rajju Bhaiyya State University Prayagraj, Rohilkhand University, Bareilly.
AUTHORS : Dr. Vidhu Grace Noel , Dr. Sadaf Athar
ISBN : 978-93-5755-002-4
Syllabus
Course Code: C010402T
Fundamentals of Marketing
Unit |
Topics |
No. of Lectures |
I |
Introduction: Nature, Scope and Importance of Marketing; Evolution of Marketing Concepts; Marketing Mix; Marketing Environment. Micro and Macro Environmental Factors.
Consumer Behaviour - An Overview: Consumer Buying Process; Factors Influencing Consumer Buying Decisions. |
15 |
II |
Market Selection: Market Segmentation – Concept, Importance and Bases; Target Market Selection; Positioning Concept, Importance and Bases; Product Differentiation Vs. Market Segmentation.
Product: Meaning and Importance Product Classifications; Concept of Product Mix; Branding, Packaging and Labeling ; After-Sales Services; Product Life-Cycle; New Product Development. |
15 |
III |
Pricing: Significance; Factors Affecting Price of a Product; Major Pricing Methods; Pricing Policies and Strategies.
Promotion: Nature and Importance of Promotion; Promotion Tools: Advertising, Personal Selling, Public Relations; Sales Promotion and publicity-Concept and their Distinctive Characteristics; Promotion Mix; Factors Affecting Promotion Mix Decisions; and Integrated Marketing Communication Approach. |
15 |
IV |
Distribution: Channels of Distribution - Meaning and Importance; types of Distribution Channels; Wholesaling and Retailing; Factors Affecting Choice of Distribution Channel; Distribution Logistics; Meaning, Importance and Decisions.
Retailing: Types of Retailing – Store Based and Non-Store Based Retailing, Chain Stores, Specialty Stores, Supermarkets, Retail Vending Machines, Mail Order Houses, Retail Cooperatives; Management of Retailing Operations: an Overview; Retailing in India: Changing Scenario.
Recent developments in marketing: Social Marketing, Online Marketing, Direct Marketing, Services Marketing, Green Marketing, Relationship Marketing, Rural Marketing. |
15 |