Principles of Marketing

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ISBN- 978-93-89627-44-2

Dr. Londhe Babasaheb Mahadev

 Dr. Anjali Kalkar 

 Dr. Preeti  Mahesh Kulkarni

BBA,UniversityofPune, Second Semester
Syllabus
 
202: Principles of Marketing
 
Unit
Contents
Lectures
1
Introduction and Functions of Marketing
1)      Marketing – Definitions, Concept, Objectives, Importance and Functions of Marketing – On the Basis of Exchange, On the Basis of Physical Supply and Facilitating Functions.
2)      Approaches to the Study of Marketing.
3)      Relevance of Marketing in a Developing Economy.
4)      Changing Profile and Challenges Faced by a Marketing Manager.
08
2
Classification and Types of Markets
1)      Traditional Classification of Marketing.
2)      Service Marketing – 7P’s of Services Marketing, Importance of Services Marketing, Importance of Service Sectors.
3)      Rural Marketing – Meaning, Feature and Importance of Rural Marketing, Difficulties in Rural Marketing and Suggestions for Improvement of Rural Marketing.
4)      Retail Marketing.
5)      Tele Marketing.
6)      E-Marketing.
7)      Digital Marketing – Meaning, Importance of Digital Marketing.
8)      Green Marketing.
08
3
Marketing Environment and Market Segmentation
1)      Marketing Environment – Meaning, Internal and External Factors Influencing Marketing Environment – Political, Social, Economical, International, Technological, Multi-cultural Environment.
2)      Market Segmentation – Meaning, Definition, Essentials of Effective Market Segmentation, Types of Segmentation.
08
4
Marketing Mix
1)      Product Mix and Price Mix: Meaning, Scope and Importance of Marketing Mix:
i)        Product Mix: Concept of a Product, Product Characteristics – Intrinsic and Extrinsic, PLC, Product Simplification, Product Elimination, Product Diversification, New Product Development.
ii)       Price Mix: Meaning, Element, Importance of Price Mix, Factors influencing Pricing, Pricing Methods and Recent Trends.
2)      Place Mix and Promotion Mix
i)        Place Mix: Meaning and Concepts of Channel of Distribution, Types of Channel of Distribution or Intermediaries, Factors Influencing Selection of Channels, Types of Distribution Strategies – Intensive, Selective and Extensive Recent Changes in Terms of Logistics and Supply Chain Management.
ii)       Promotion Mix: Meaning, Elements of Promotion Mix – Advertising – Meaning, Definitions, Importance and Limitations of Advertising, Types of Media – Outdoor, Indoor, Print, Press, Transit – Merits and Demerits, Concept of Media Mix, Recent Trends in Promotion.
16
5
Marketing Planning, Marketing Information System, Marketing Research
1)      Marketing Planning: Meaning, Scope, Importance, Essentials and Steps in Marketing Planning, Importance and Difficulties in Marketing Planning.
2)      Marketing Information System: Concept, Components and Importance of Marketing Information System.
3)      Marketing Research: Meaning, Definitions, Objectives and Scope of Marketing Research, Difference between Market Research and Marketing Research, Types and Techniques of Marketing Research, Use of Marketing Research in Management.
10
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