Lecture Notes || SNS Courseware

Subject Details

Dept : SPINE MBA

Sem : 1

Regul : R2023

Faculty : Abenaya P

phone : NIL

E-mail : director@snsbschool.in

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Lecture Notes

UNIT 1:

Definition of Marketing

Scope of Marketing

Core concepts

Evolution of Marketing

Marketing Environment

Marketing interface with other functional areas

Marketing Plan

UNIT 2:

Customer Value, Satisfaction & Loyalty

Buyer behavior

Influencing factors on Consumer Behavior

UNIT 3:

Marketing Mix elements

Segmenting the market

Target Market Selection

Market Positioning

UNIT 4:

Product Management: Features - Classification - Levels

Product planning and development

Factors affecting pricing decisions

Product Life Cycle

Product Mix

Methods of Pricing

Brand Equity

UNIT 5:

The Role of Marketing Channels: Channel Functions & Flows, Channel Levels

Channel Options: Introduction to Wholesaling

The Role of Marketing Channels: Channel Functions & Flows, Channel Levels

Channel Options: Retailing

Channel Options: Franchising

Channel Options: Direct Marketing

Communication Mix Elements: Introduction to Advertising

Communication Mix Elements: Sales Promotion

Communication Mix Elements: Personal Selling

Communication Mix Elements: Public Relations

Communication Mix Elements: Direct Selling

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