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