Principles of Marketing University of Mumbai BMS 2nd Sem Notes

Unit 1 Introduction to Marketing {Book}
Marketing Definition, Features, Advantages	VIEW
Nature and Scope of Marketing	VIEW
Importance of Marketing	VIEW
The 4P’s Marketing	VIEW
The 4C’s Marketing	VIEW
Marketing v/s Selling	VIEW
Marketing as activity	VIEW
Marketing as function	VIEW
Concept of Marketing: Need, Wants and Demands, Transactions, Transfer and exchanges	VIEW
Orientations of a firm: Production concept, Product concept, Selling and Marketing, Social Marketing, Holistic Marketing	VIEW

Unit 2 Marketing Environment, Research and Consumer Behavior {Book}
The micro environment of Business				VIEW
Management Structure, Marketing in which a firm operates, Competitors and Stakeholders				VIEW
Marketing Channels				VIEW
Macro environment: Political factors, Economic factors, Socio Cultural Factors, Technological Factors (PEST Analysis)				VIEW
Marketing research: Meaning, Features				VIEW
Marketing research Importance, Process, Scope			VIEW	VIEW
Types: Product research, Sales Research, Consumer/Customer Research, Production Research				VIEW
MIS Meaning, Features and Importance	VIEW	VIEW		VIEW
Consumer Behavior: Meaning, Features, Importance		VIEW		VIEW
Factors affecting Consumer Behavior		VIEW		VIEW

Unit 3 Marketing Mix. {Book}
Marketing Mix, Elements of Marketing Mix		VIEW
Product		VIEW
Product Mix		VIEW
Product line		VIEW
Product Lifecycle		VIEW
Product planning		VIEW
New Product Development		VIEW
Failure of New Product		VIEW
Levels of Product		VIEW
Branding	VIEW	VIEW
Packing and Packaging Role and Importance		VIEW
Pricing objectives	VIEW	VIEW
Factors influencing Pricing policy		VIEW
Pricing Strategies		VIEW
Physical Distribution Meaning		VIEW
Factor affecting channel selection		VIEW
Types of Marketing Channel		VIEW
Promotion meaning and Significance		VIEW
Promotion Tools		VIEW

Unit 4 Segmentation, Targeting and Positioning and Trends in Marketing {Book}
Segmentation Meaning, Importance, Basis		VIEW
Targeting Meaning, Types+		VIEW
Positioning Meaning,		VIEW
Positioning Strategies	VIEW	VIEW
New Trends in Marketing:
e-Marketing		VIEW
Internet Marketing		VIEW
Marketing using Social Network		VIEW
Social Marketing		VIEW
Relationship Marketing		VIEW

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