Definition of Marketing - Marketing Management- Marketing concept –Importance of marketing in developing countries - Functions of Marketing – Marketing environment: various environmental factors affecting the marketing function, Global Marketing, Tele Marketing.
Market Segmentation of different bases and Market Structure ,The Product-Marketing characteristics -consumer goods-industrial goods- Product policy - Product Life Cycle (PLC) – Marketing mix - modification & elimination – Packing - Developing new Products- strategies, Product Mix-Case study
Pricing: Meaning - Pricing policies – Objectives -Factors influencing pricing decisions - Competitors action to price changes - multiproduct pricing - Marketing risks-Branding-Meaning- Brand image- Brand equity-Case study.
Advertising-Meaning-importance-objectives-media-forms of media, Sales promotion: Meaning-methods, Personal selling.
Marketing and Government –Bureau of Indian Standards – Role and Importance - AGMARK – Functions - Consumerism – Consumer Protection – Rights of consumers- Green Marketing .
Reference Book:
1. Rajan Saxena ,Marketing Management - 1997 Tata McGraw –hill publishing co ltd 6th reprint 2. Sherlekar S.A ,Marketing Management, Himalaya Publishing House- Mumbai, Edition-12,2000. 3.R.S.N.Pillai & Bagavathi,Marketing ,1st Edition 1987 Sultan Chand & co ltd, 4.Agarwal, Marketing Management,Bhavani Publishing- Chennai, Edition 1,2000 5.Pillai, Marketing Management, Sultan Chand Publishing- New Delhi, Edition 1, 1999.
Text Book:
1.Philip Kotler,Marketing Management E – Prentice-Hall of India private Limited New Delhi,2007 2.N Rajan Nair, Sanjith R Nair, Marketing,Sultan Chand & Sons 2000
