Other university, General , Marketing Syllabus

Code: BC-202

MARKETING

Unit-I

Introduction: Nature and Scope of marketing; importance of marketing as a business function, and
in the economy; Marketing concepts- traditional and modern; selling Vs. Marketing; marketing
mix; marketing environment. Consumer behavior and market segmentation: Nature, scope and
significance of consumer behaviour; Market segmentation- concept and importance; Bases for
market segmentation.

Unit-II

Product: Concept of product, Consumer and industrial goods; Product planning and development;
Packaging role and functions; Brand name and Trade Mark; After Sales Services; Product Life
cycle concept. Price: Importance of price in the marketing mix Factors, affecting price of a
product/Service; Discount and rebates.

Unit-III

Distribution Channels and Physical Distribution; Distribution Channels- Concept and Role; Types
of distribution channels; Factors affecting choice of a distribution channel; Retailer and whole
seller; physical distribution of goods; Transportation; warehousing; Inventory control; Order
Processing.

Unit-IV

Promotion: Methods of promotion; Optimum promotion mix; Advertising media: their relative
merits and limitations, Characteristics of an effective advertisement; Personal Selling; Selling as a
career; Classification of a successful sales person; Functions of Salesman.
REFERENCES:
1. Cundiff, Edward, W. & Still, R.R. : Basic Marketing- Concepts, Decisions and Strategies

2. Kotler, Phillip : Marketing Management
3. Kotler, Phillip & Armstrong, Gray : Principles of Marketing
4. Mamoria, C.B,Mamoria Satish & Suri, R.K. : Marketing Management
5. Ramaswami & Namakumari : Marketing Management
6. Sontakki,C.M. : Marketing Management
7. Sherlekar, S.A. : Marketing Management
8. Stanton, W.J., Etzel Michael, J. & : Fundamentals of Marketing
Walker Bruce, J.
9. Srivastava, Prem Kumar : Vipanan Prabandha
10.William, M. Pride & Ferrel, O.C. : Marketing
11. Shukla,Ajit : Marketing Management (Hindi)
12.Shukla Ajit : Viparan