Fundamentals of Marketing

Emergence of Marketing, Different Marketing Concepts /Philosophies, Difference between Selling and Marketing, Holistic Marketing Concept, Core concepts of Marketing, Markets

Introduction, Need and Importance of Environment
Analysis, Methods of Analysis-SWOT, PEST, Internal
environment of the organization, External environment

Concepts, Levels of product, Product Life Cycle, New product development process, Product line concepts, Product line policies, Product Standardization vs. Product Adaptation

Pricing:
Pricing objectives, pricing methods and process, Factors influencing pricing

Physical distribution concepts, functional areas of physical distribution, Levels of distribution channels (Consumer goods & Industrial goods), factors influencing selection of distribution channels

Promotion mix:
Advertising: Meaning, Medias, Merits and demerits of different types of media
Sales Promotion: Meaning, Consumer promotion & Dealer promotion tools, Public Relations: Meaning, Tools
Personal Selling: Meaning, Process,
Direct Marketing: Meaning, Importance.

Meaning and Definition, Consumer & Target Market, Cultural and Social Influences on Consumers, (Culture, Social Class, Reference Groups, Family & Demographics)