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Utkal University, Odisha, General Semester 5, Principles of Marketing Syllabus

Principles of Marketing Lecture notes | Videos | Free pdf Download | Previous years solved question papers | MCQs | Question Banks| Syllabus

Unit - 1 Introduction

UNIT 1

Introduction

1.1 Introduction Nature scope and importance marketing Evolution of marketing concepts Marketing mix Marketing environment.

1.2 Consumer Behavior – An Overview Consumer buying process Factors influencing consumer buying decisions.

Unit - 2 Market Selection

UNIT 2

Market Selection

2.1 Market Selection Market segmentation – concept importance and bases Target market selection Positioning concept importance and bases Product differentiation vs. Market segmentation

2.2 Product Meaning and importance. Product classifications Concept of product mix Branding packaging and labeling ProductSupport Product lifecycle New Product Development

Unit - 3 Pricing

UNIT 3

Pricing

3.1 Pricing Significance Factors affecting price of a product Pricing Policies and strategies

3.2 Promotion Nature and importance of promotion Communication process Types of promotion advertising personal selling public relations sales promotion and their distinctive characteristics Promotion mix and factors affecting promotion mix decisions.

Unit - 4 Distribution

UNIT 4

Distribution

4.1 Distribution Channels of distribution meaning and importance Types of distribution channels Wholesaling and retailing Factors affecting choice of distribution channel Physical Distribution.

4.2 Retailing Types of retailing – store based 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.

Unit - 5 Rural Marketing

UNIT 5

Rural Marketing

5.1 Rural marketing Growing Importance Distinguishing characteristics of rural markets Understanding rural consumers and rural markets Marketing mix planning for rural markets.

5.2 Recent developments in marketing Social marketing on line marketing direct marketing services marketing green marketing