PRINCIPLES OF MARKETING

Unit I. Introduction: Nature and scope of marketing; Importance of marketing as a business
function and in the economy; Marketing concept: Traditional and modern; Selling vs.
marketing; Marketing mix; Marketing environment.

Unit II. Consumer Behavior and market Segmentation: Nature, Scope, And significance of
consumer behavior; Market segmentation- concept and importance; Bases for market
segmentation.

Unit III. Product: Concept of product, Consumer and industrial goods, Product planning and
development; Packaging. Role and Functions; Brand name and trade market; After
sales service; Product life cycle concept.
Price : Importance of price in the marketing mix; Factors affecting Price of a
product/service; Discounts and rebates.

Unit IV. Distributions channels and physical Distribution: Distribution channels- Concept and
role; Types of distribution channels; Factors affecting choice of a distribution channel;
Retailer and wholesaler. Promotion Methods of promotion; Optimum Promotion mix;
Advertising media-their relative merits and limitation; Characteristics of an affective
advertisement; Personal Selling as a career.

Unit V. International Marketing: Nature, Definition and scope of international marketing;
Domestic marketing vs. international marketing; International marketing environment
–external and inernal.
Identifying and selecting foreign market: Foreign market entry mode decisions.