बी.कॉम. (IV सेमेस्टर)
विपणन के मूल तत्व
B.Com. (IV Semester)
Fundamentals of marketing

SYLLABUS

Unit I

Introduction: Nature, scope and importance of marketing; Evolution of marketing concepts; Marketing mix; Marketing environment. Micro and Macro environmental factors.
Consumer Behaviour - An Overview: Consumer buying process; Factors influencing consumer buying decisions.

Unit II -

Market Selection: Market segmentation - Concept, importance and bases; Target market selection; Positioning concept, importance and bases; Product differentiation vs. market segmentation.
Product: Meaning and importance. Product classifications; concept of product mix, Branding, packaging and labelling; After-sales services; Product life-cycle; New Product Development.

Unit III -

Pricing: Significance; Factors affecting price of a product;
Major pricing methods; Pricing policies and strategies.
Promotion: Nature and importance of promotion; Promotion Tools: advertising, personal selling, public relations; sales promotion and publicity - concept and their distinctive characteristics; promotion mix; Factors affecting promotion mix decisions; and Integrated Marketing Communication Approach.

Unit IV-

Distribution: Channels of distribution meaning and
importance: Types of distribution channels;
Wholesaling and retailing; Factors affecting choice of distribution channel; Distribution Logistics; Meaning, importance and decisions.
Retailing: Types of retailing - Store bases and nonstore based retailing, chain stores, specialty stores, supermarkets, retail vending machines, mail order houses, retail cooperatives; Management of retailing operations an overview; Retailing in India: changing scenario.
Recent developments in marketing: Social Marketing, Online Marketing, Direct marketing, Services marketing, Green marketing, Relationship Marketing, Rural marketing.

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