BBA105 Marketing Fundamentals

Unit 1 {Book}

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}

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}

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}

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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