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UNIT - I
INTRODUCTION OF MARKETING
Nature, Scope and Importance of Marketing, Evolution of Marketing; Core Marketing Concepts; Production Concept, Product Concept, Selling Concept, Marketing Concept. Marketing Environment: Micro and Macro Environment.
UNIT - II
MARKET SEGMENTATION
Target Market and Product Positioning: Levels of Market Segmentation, Bases for Segmenting Consumer Markets, Bases for Segmenting Industrial Markets. Target Market and Product Positioning Tools.
UNIT - III
NEW PRODUCT DEVELOPMENT
Introduction, Meaning of a New Product. Need and Limitations for Development of a New Product, Reasons for Failure of a New Product, Stages in New Product Development and Consumer Adoptions Process.
UNIT - IV
PRODUCT & PRICING DECISIONS
Concept of Product, Product Life Cycle (PLC), PLC Marketing Strategies, Product Classification, Product Line Decision, Product Mix Decision, Pricing Decisions: Concept of Price, Pricing Methods and Pricing Strategies.
UNIT - V
PROMOTION MIX
Concept of Promotion Mix, Factors Determining Promotion Mix, Promotional Tools – Types of Advertisement, Sales Promotion, Public Relations & Publicity and Personal Selling; Distribution: Designing Marketing Channels Channel Functions, Types of Intermediaries.
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CategoriesManagement
Format PDF
TypeeBook