Principles of Marketing University of Mumbai BMS 2nd Sem Notes

09/04/2020 1 By indiafreenotes
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