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.
BHU2022/BBA/3/03
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