We have great pleasure in presenting First edition “Fundamentals of Marketing” written for students of UG courses. The related matters are written in a simple and easily understandable.
This volume is an attempt to provide the students with thorough understanding of Fundamentals of Marketing. We have presented the subject matter in a systematic manner with liberal use of charts and diagrams where ever necessary so as to make it interesting and sustain students’ interest.
Contents –
Unit – 1 Introduction to Marketing
Introduction
Marketing
Definitions of Marketing
Nature of Marketing
Scope of Marketing
Core Concepts
Needs
Wants
Demand
Value
Customer Satisfaction
Evolution of Marketing Philosophies
Marketing vs Selling
Marketing Myopia
Customer Value
Relationship Marketing
Marketing Mix (4Ps & Extended 7Ps Overview)
Review Questions
Unit – 2 Marketing Environment & STP
Introduction
Marketing Environment
Micro and Macro Factors
PESTLE Framework and Environmental Scanning
Market Segmentation
Definition of Market Segmentation
Bases (Demographic, Psychographic, Behavioral, Geographic)
Targeting
Strategies
Key Factor Considerations
Positioning
Concept of Positioning
Positioning Strategies
Perceptual Mapping
Review Questions
Unit – 3 Marketing Mix: Product and Pricing Strategies
Introduction
Product
Levels (Core, Actual, Augmented)
Product Classification (Consumer & Industrial Goods)
Product Life Cycle (PLC) and its Strategic Implications
New Product Development Process (brief)
Pricing
Objectives of Pricing
Methods (Cost-based, Value-based, Competitive)
Factors influencing Pricing Decisions
Review Questions
Unit – 4 Marketing Mix: Promotion & Place Decisions
Introduction
Integrated Marketing Communications (IMC)
Meaning of Integrated Marketing Communications (IMC)
Elements of Integrated Marketing Communications (IMC)
Role in Brand Building
Promotion Mix
Advertising
Sales Promotion
Public Relations
Personal Selling
Direct Marketing
Place Decisions
Distribution Channels
Types, Role and Design
Intermediaries and Channel Conflicts
Logistics and Supply Chain Management
Concepts of Marketing
Importance in Marketing
Review Questions
Unit – 5 Emerging Trends in Marketing
Introduction
Digital Marketing:
Online Marketing
Social Media and Influencer/marketing
Customer Relationship Management (CRM)
Partner Relationship Management (PRM)
Experiential Marketing
Event Marketing
Green and Sustainable Marketing Practices
Personalization
Data-Driven Marketing
Ethical Considerations in Modern Marketing
Review Questions
Case Studies
