Chaudhary Charan Singh University, UP, General , Principles of Marketing Syllabus

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Unit - 1 Introduction

1.1 Introduction Nature and scope of marketing Importance of marketing as a business function and in the economy

1.2 Marketing concept Traditional and modern Selling vs. marketing

1.3 Marketing mix Marketing environment.

Unit - 2 Consumer Behavior and market Segmentation

2.1 Consumer Behavior Nature Scope and significance of consumer behavior

2.2 Market segmentation concept and importance Bases for market segmentation.

Unit - 3 Product

3.1 Product Concept of product Consumer and industrial goods Product planning and development Packaging. Role and Functions Brand name and trade market after sales service Product life cycle concept.

3.2 Price Importance of price in the marketing mix Factors affecting Price of a productservice Discounts and rebates

Unit - 4 Distributions channels and physical Distribution

4.1 Distributions channels and physical Distribution Distribution channels Concept and role Types of distribution channels Factors affecting choice of a distribution channel Retailer and wholesaler.

4.2 Promotion Methods of promotion Optimum Promotion mix Advertising mediatheir relative merits and limitation Characteristics of an affective advertisement Personal Selling as a career.

Unit - 5 International Marketing

5.1 International Marketing Nature Definition and scope of international marketing Domestic marketing vs. international marketing International marketing environment –external and internal.

5.2 Identifying and selecting foreign market Foreign market entry mode decisions

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Other Subjects of third-year
Auditing
E-commerce
Economic laws
Corporate accounting
Management accounting
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