|
UNIT
I |
MARKETING AN
INTRODUCTION, STP |
12 |
|
Marketing - Definition, Nature
and Scope - The Marketing Process, Function of Exchange -Marketing, Social
Marketing concepts -Product, Selling Concepts, Benefits of Marketing,
Concepts -Green Marketing
Marketing Mix -Segmentation -Targeting -Positioning -Developing Marketing Mix |
|
UNIT
II |
MARKETING
ENVIRONMENT, MARKETING RESEARCH |
12 |
|
Nature of Marketing Environment -Trends in Marketing Environment -Political Environment -Economic Environment -Socio-Cultural Environment -Technology Environment -Demographic Environment -Suppliers and Competitors
Importance -Scope and Role -Types, Advantages -Process, Questionnaire -Types of Survey -Uses of Consumer
Panel |
|
UNIT
III |
PRODUCT
STRATEGIES, PRICING PRODUCTS |
12
|
|
Product
Line -Product Mix -New Product Development -Product Life Cycle -Branding and
Packaging
Pricing Decisions - Meaning,
Importance, Significance -Objectives, Determination -process -Pricing Methods -Pricing Strategies -Break Even Analysis and Pricing |
|
UNIT
IV |
CHANNELS
OF DISTRIBUTION, PROMOTION MIX |
12
|
|
Distribution Strategies,
Objectives, Flows -Retailing, Services to the Retailer -Wholesaling, Types,
Typical whole sale services - Direct Marketing, Marketing middlemen
Advertising, Features,
Importance, Media Selection -Personal Selling -Types of Sales Men, Qualities,
Product strategy -Sales Promotion, Process, Objectives, Types (kinds) and
Limitations -Public Relations -Persuasive Communication |
|
UNIT
V |
CUSTOMER
ORIENTATION |
12 |
|
Customer Relationship Marketing - Marketing of Services -Marketing for Non-Profit Organization -Online
Marketing -Business Market and Scop-International Marketing and Global
Marketing
TOTAL: 60 |
|
TEXT BOOKS: |
|
Sl.No. |
Author(s) |
Title of the
Book |
Publisher |
Year of
Publication |
|
1. |
Philip Kotler and Gary Armstrong |
Principles of Marketing |
Prentice Hall of India |
2007 |
|
2. |
Philip Kotler |
Marketing Management |
Prentice Hall of India |
2007 |
|
REFERENCE BOOKS: |
|
Sl.No. |
Author(s) |
Title of the
Book |
Publisher |
Year of
Publication |
|
1. |
Pillai R.S.N Bagavathi |
Modern Marketing |
Sultan Chand |
2006 |
|
2. |
Rajan Saxena |
Marketing Management |
Tata McGraw Hill |
2006 |
|
3. |
Philip Kotler and Kevin Keller and Kashy |
Marketing Management;
A south Asian Perspective |
Pearson Education |
2007 |
|
4. |
Zikmand and D`Amico |
Marketing |
Thomson Learning |
2006 |
|
5. |
Rajagopal |
Marketing Management;
Text and Cases |
Vikas Publishing |
2000 |
|
6. |
Boyd Walker |
Marketing Management |
McGraw - Hill |
2002 |
|
7. |
Varshney R L
and Gupta S.L |
Marketing Management |
Sultan Chand
|
2003 |
|
8. |
Ramasamy V S and Namakumari S |
Marketing Management |
Macmillan
India Ltd. |
2001 |
|
9. |
Sherlekar S A |
Marketing Management |
Himalaya
Publishing House |
2001 |
|
10. |
Czinkota, Kotabe |
Marketing Management |
Thomson, Vikas Publishing House |
2002 |
|
WEB URLs:
- www.salesandmarketing.com
|
