Marketing Management

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Dr Saroj Kumar , Mrs Tripti Singh Chowdhury

ISBN-9789351635475

Bharathiar University, BBA 3rd Third Semester

Syllabus

MARKETING MANAGEMENT

Unit-I

Definition of Marketing - Marketing Management- Marketing Concept - Meaning Importance of Marketing in Developing Countries - Functions of Marketing - Marketing Environment: Various Environmental Factors affecting the Marketing Function.

Unit-II

Buyer Behaviour - Buying Motives. Market Segmentation - Bases - Marketing Strategy - Market Structure - Definition and Types of Channel - Channel Selection & Problems.

Unit-III

The Product - Types -Consumer Goods-Industrial Goods. Product Life Cycle (PLC) - Product Mix - Modification & Elimination - Packing - Developing New Products- Strategies.

Unit-IV

Pricing: Meaning to Buyer & Seller - Pricing Policies – Objective Factors influencing Pricing Decisions - Competitors Action to Price Changes – Multi Product Pricing. Physical Distribution - Management of Physical Distribution - Marketing Risks.

Unit-V

Branding Decisions: Brand-Brand Image, Brand Identity-Brand Personality -Positioning and Leveraging the Brands-Brands Equity.

Reference BHU2022/BBA/3/03

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Condition New product

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