Lecture Notes || SNS Courseware

Lecture Notes

UNIT 1:

Definition of Marketing

Scope

Marketing environment : Internal and External

Evolution of marketing

Marketing interface with other functional areas

Core concepts

ethics and social responsibility in marketing

UNIT 2:

Buyer behaviour

Customer value satisfaction

Customer loyalty

Influencing factors on consumer behaviour

Buying decision process

Buying situation

UNIT 3:

Marketing ix

STP APPROACH

MARKET SEGMENTATION

TYPES AND LEVELS OF MARKET SEGMENTATION

IMPORTANCE OF MARKET SEGMENTATION

TARGETING THE MARKET

SELECTING TARGET MARKETS

POSITIONING THE PRODUCT

UNIT 4:

Product Management: Features

Classification

Levels

product mix

Product life cycle

Factors affecting pricing decisions

Brand equity

UNIT 5:

channel levels

Wholesaling

Personal Selling

Marketing channels functions & flows

Direct selling

Public relations

Advertising & Sales promotion

Retailig,franchising, Direct marketing