UNIT – I
Introduction to Marketing: Meaning, Nature and Scope of Marketing, Marketing Concepts and
Philosophies, Marketing Process, Marketing Mix.
Marketing Information System: Meaning and Components, Marketing Research Process.
Consumer Buying Behaviour: Factors Influencing Buying Behaviour, Buying Decision Process.
Market Segmentation: Levels and Patterns of Market Segmentation, Basis, Major Segmentation
Variables for Consumer Markets, Concepts of Market Targeting and Positioning.
Product Planning and Market Strategies: Product Life Cycle, New Product Development,
Product Concepts and Classification, Branding, Packaging and Labeling.
UNIT – II
Pricing Decision: Pricing Policies and Strategies.
Distribution Decisions: Channel Design Decisions, Major Channel Alternatives, Channels
Management Decision, Causes and Managing Channel Conflict, Physical Distribution.
Promotion Decisions: Communication Process.
Promotion Tools: Advertising (Steps Involved in Designing and Advertising Programme), Sales
Promotions, Public Relations, Personal Selling.
Issues in Marketing in a Developing Economy, Rural Marketing.