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UNIT - I

INTRODUCTION OF MARKETING

Nature, Scope and Importance of Marketing, Evolution of Marketing; Core Marketing Concepts; Production Concept, Product Concept, Selling Concept, Marketing Concept. Marketing Environment: Micro and Macro Environment.

UNIT - II

MARKET SEGMENTATION

Target Market and Product Positioning: Levels of Market Segmentation, Bases for Segmenting Consumer Markets, Bases for Segmenting Industrial Markets. Target Market and Product Positioning Tools.

UNIT - III

NEW PRODUCT DEVELOPMENT

Introduction, Meaning of a New Product. Need and Limitations for Development of a New Product, Reasons for Failure of a New Product, Stages in New Product Development and Consumer Adoptions Process.

UNIT - IV

PRODUCT & PRICING DECISIONS

Concept of Product, Product Life Cycle (PLC), PLC Marketing Strategies, Product Classification, Product Line Decision, Product Mix Decision, Pricing Decisions: Concept of Price, Pricing Methods and Pricing Strategies.

UNIT - V

PROMOTION MIX

Concept of Promotion Mix, Factors Determining Promotion Mix, Promotional Tools – Types of Advertisement, Sales Promotion, Public Relations & Publicity and Personal Selling; Distribution: Designing Marketing Channels Channel Functions, Types of Intermediaries.