Fundamentals of Marketing (विपणन के मूल तत्व)

Unit

Topic

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 labelling; 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 nonstore 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

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I

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15

II

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15

III

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15

III

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foi.ku esa vk/kqfud fodkl& lkekftd foi.ku] v‚uykbu foi.ku] çR;{k foi.ku] lsok foi.ku] gfjr foi.ku] laca/k foi.ku] xzkeh.k foi.kuA

15