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.