Syllabus For The Subject MARKETING MANAGEMENT

UNIT - 01

FUNDAMENTALS OF MARKETING: ROLE OF MARKETING - RELATIONSHIP OF MARKETING

WITH OTHER FUNCTIONAL AREAS - CONCEPTS OF MARKETING

UNIT - 02

VARIOUS DEFINITIONS OF MARKET - MARKETING - MARKETING MANAGEMENT -

PRODUCT SERVICES AND SELLING

UNIT - 03

BUSINESS ENVIRONMENT - VARIOUS ENVIRONMENTAL FACTORS AFFECTING THE

MARKETING FUNCTIONS

UNIT - 04

BUYER BEHAVIOR - CONSUMER GOODS AND INDUSTRIAL GOODS - BUYING MOTIVES -

EXPLANATION OF MOTIVATION

UNIT - 05

MARKET SEGMENTATION - MARKETS AND MARKETING SEGMENTATION - NEED AND

BASIS FOR SEGMENTATION - MARKETING STRATEGY

UNIT - 06

SALES FORECASTING: VARIOUS METHODS OF SALES FORECASTING - ANALYSIS AND

APPLICATION

UNIT - 07

THE PRODUCT - MARKETING CHARACTERISTICS: CONSUMER GOODS - INDUSTRIAL

FOODS

UNIT - 08

DEVELOPING NEW PRODUCTS - THE PRODUCT LIFE CYCLE

UNIT - 09

PRICING: FACTORS INFLUENCING PRICING DECISIONS- PRICING OBJECTIVES- PRICING

POLICIES AND PROCEDURES

UNIT - 10

PHYSICAL DISTRIBUTION - IMPORTANT VARIOUS KINDS OF MARKETING CHANNELS FOR

PHYSICAL DISTRIBUTION - DISTRIBUTION PROBLEMS

UNIT - 11

PROMOTION - ADVERTISING - PUBLICITY - PERSONAL SELLING - SALES PROMOTION -

SALES ADMINISTRATION - SALES MANAGERS - SALES TERRITORIES

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