Principles and Practice of Marketing

PRINCIPLES AND PRACTICE OF MARKETING

Unit-I

Introduction: Nature and Scope of Marketing: Importance of Marketing, Functions, Marketing Concepts- Traditional and Modern; Selling Vs. Marketing; Marketing Mix; Marketing Environment, E-Marketing.

Unit-II

Consumer Behaviour, Nature, Scope and Significance of Consumer behaviour; Bases of Consumer Behaviour, Market segmentation- Concept and Importance; Basis for Market Segmentation, Promotion; Methods of Promotion; Promotion Mix; Personal Selling.

Unit-III

Product: Concept of product, Consumer and Industrial Goods; Product Planning and Development; Product Life Cycle, Packaging – Role and Functions; Brand Name and Trade Mark. Price: Importance of Price in the Marketing; Factors Affecting Price of a Product, Kinds and Method of Pricing.

Unit-IV

Distribution Channels: Concept and Roles; Types of Distribution Channels; Factors Affecting Choice of a Distribution Channel; Retailer and wholesaler; Physical Distribution of Goods; Transportation; Warehousing; Inventory Control; Order Processing.