Introduction to Marketing 

UNIT 1

Marketing: Definition, Nature & Scope

Importance of Marketing

Marketing Management

Core Concept of Marketing

Selling Concept

Production Concept

Modern Marketing Concept

Societal Marketing

UNIT 2

Segmentation: Concept, Basis of Segmentation

Importance of Segmentation in Marketing

Targeting: Concepts, Types and Importance

Positioning: Concept & Importance

Brand Positioning

Repositioning

UNIT 3

Marketing Mix

Product Mix

New Product Developments

Levels of Product

Types of Product

Product Life Cycle

Branding and Packaging

Distribution: Concept and Importance

Different Types of Distribution Channels

UNIT 4

Price: Meaning and Objectives

Factors Influencing Pricing

Methods of Pricing

Promotion: Promotional Mix and Tools of Promotional Mix

Objectives of Market Promotion

Media Selection and Management

UNIT 5

Marketing Research: Meaning and Importance

Marketing Research: Process and Scope

Marketing Information System: Meaning, Importance and Scope

Consumer Behavior: Concept and Importance

Factors Influencing Consumer Behavior