502: Marketing
Management
Mark: 80
Unit-1:
INTRODUCTION 15
Nature and scope
of marketing, Marketing concepts-traditional and modern, Selling Vs Marketing,
Marketing functions, Importance of marketing, Marketing Mix-Seven-Ps framework,
Marketing environment, Growth & Future of marketing in India
Unit-2: CONSUMER
BEHAVIOUR 15
Nature, scope and
significance of consumer behaviour, Factors influencing consumer behaviour.
Market
Segmentation Meaning & need Bases for segmenting the market, Factors involved
in market segmentation
Forecasting
Market Demand: Concept and importance
Unit-3: PRODUCT
MANAGEMENT 15
Product planning
and development, Product line policy, Product life cycle, Packaging- Role and
Functions, Product diversification, standardization and simplification, Brand
name and trade mark.
Unit-4 : (a)
PRICING DECISION 10
Price : its
meaning, Pricing objectives, Factors affecting price of a product, Pricing a new
product, Importance of pricing, Price policies
(b) MANAGING
DISTRIBUTION 10
Distribution
channels- concept and role, Distribution policies, Types of distribution channels,
Factors affecting choice of a distribution channel for consumer and industrial goods
Unit-5: PROMOTION
DECISION 15
Promotion mix and
its elements, Importance of promotion, Personal selling – its advantages &
limitations, Advertising budget, advertising agency and measurement of advertising
effectiveness, Sales promotion methods, Designing of sales promotion programme
Suggested Books:
A.
Kumar & Meenakshi, Marketing Management, Vikas Publishing House, New Delhi.
R.
Saxena, Marketing, Himalaya Publishing House, Mumbai.
Philip
Kotlar, Marketing Management, Pearson Education, New Delhi.
S.
A. Sherlekar, marketing Management, Himalaya Publishing House, Mumbai
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