Principles of Marketing

Contents 

1.Principles of Marketing

1.1 Evolution of marketing

1.2Objectives of marketing

1.3Significance

1.4Different approaches of the marketing

1.5Features of marketing

1.6Main types of marketing

1.7Classification of market on the basis of nature of business

1.8Classification on the basis of importance

1.9Classification of market on geographical basis

1.10 Classification of market on time basis

1.11 Classification of market on the basis of goods

1.12Role of marketing

1.13Marketing manager

2. Types of Marketing

2.1Introduction

2.2 E-marketing

2.3Use of E-marketing

2.4Advantages of E-marketing

2.5Marketing planning

2.6Rural marketing

2.7Marketing process

2.8Functions of marketing

3.Marketing Mix

3.1Introduction

3.2Importance of marketing mix

3.3Factors affecting marketing mix

3.4Relation between marketing system and market mix

3.5Four P’s of marketing mix

3.6Application of marketing mix

3.7Services marketing

3.8Product mix

3.9Product life cycle

3.10Product and product line

4.Types of Channels

4.1Channels of distribution

4.2Identification of channel alternatives

4.3Types of intermediaries

4.4Decision on number of tiers

4.5Advantages

4.6Various channels of distribution

4.7Sales promotion program

4.8Trade promotion

4.9Objectives of advertising

4.10Media selection

4.11Environmental variables of marketing

4.12Marketing, an interaction between marketing mix and environmental variables

4.13Marketing mix elements can be combined in an infinite number of ways

4.14Assembling the marketing mix, the main task in marketing

5.Market Segmentation

5.1Introduction

5.2 Important definitions of market segmentation

5.3Advantages / merits of market segmentation

5.4Importance / significance of market segmentation

5.5Levels of market segmentation

5.6Factors affecting market segmentation

5.7Market segmentation approaches

5.8Major bases for ‘Industrial Market Segmentation’

5.9Target marketing

5.10Process of segmentation

5.11Bases for market segmentation

5.12Requirements for effective segmentation

5.13Evaluation of market segments

5.14Impact of market segmentation on pricing

6.Marketing Information System and Marketing Research

6.1Introduction

6.2Information – the life – blood of marketing

6.3Marketing information system

6.4Marketing research

6.5The marketing research – an overview

6.6Nature and scope of marketing research

6.7Importance of marketing research

6.8 Primary marketing research

6.9 Other forms of research / application areas of research

6.10Elements of marketing research

6.11Areas covered by marketing research

6.12Marketing research procedure

Includes Solved Question Papers – BBA April 2012