UNIT-I
Introduction to Marketing and Marketing Management, Marketing Concepts - Strategic, Management and Marketing Process - Marketing environment. - Consumer Markets and buying behaviour - Market segmentation and targeting and positioning marketing mix.
UNIT-II
Product decisions - concept of a product - Product mix decisions - Brand decision - New product development strategies - Product life cycle strategies
UNIT-III
Price Decisions - Pricing objectives - Pricing polices and constraints - Different pricing method product line pricing and new product pricing.
UNIT-IV
Channel decision - Nature of Marketing channels - Types of Channel flows - Channel functions - Channel co-operation, conflict and competition - Direct Marketing ¬Telemarketing - Internet shopping.
UNIT - V
Promotion Decision - Promotion mix - Advertising Decision, advertising objective ¬advertising campaign - advertisement effectiveness sales promotion & publicity - Sales force decision.
REFERENCES
1. Philip Kotler:MARKETING MANAGEMENT- ANALYSIS PLANNING AND CONTROL" Prentice Hall of India, New Delhi
2. Cundiff, Still & Govoni: FUNDAMENTALS OF MODERN MARKETING, Prentice Hall of India, New Delhi
3. Ramaswamy. V S & Namakumari. S: MARKETING MANAGEMENT-Planning Implementation and Control, Macmillan Business Books, 2002.
4. Michael J. Etzel, MARKETING, Tata McGraw-Hili
5. William O.Bearden, MARKETING Principles and Perspectives, International Edition
6. Jobber, PRINCIPLES AND PRACTICE OF MARKETING, McGraw-Hili
