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Unit 1 {Book} |
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Meaning and Concepts of Marketing: Sales concept, Marketing concept, Social Marketing concepts, Societal Marketing concepts |
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Marketing Mix |
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4P’s of Marketing |
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Marketing environment in India |
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Unit 2 {Book} |
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Marketing Segmentation, Bases for Segmentation |
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Selection of Target Market and Positioning |
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Product |
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Product Line |
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Product Personality |
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Product Mix. |
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Product life cycle |
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Unit 3 {Book} |
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Pricing, Factor affecting pricing |
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Methods of pricing |
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Distribution channels |
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Types of intermediaries |
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Unit 4 {Book} |
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Promotion |
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Elements of promotion mix. |
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Advertising: Function, Criticism |
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Types of Advertising |
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Sales Promotion Techniques |
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Advertising vs. Personal Selling |
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Direct Marketing |
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