Principles of Marketing (Sem 1, BCom Bengaluru City Univ)

We have great pleasure in presenting First edition “Principles 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 pro vide the students with thorough understanding of Principles 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
Meaning of Marketing
Definition of Marketing
Concepts of Marketing
Approaches to Marketing
Functions of Marketing
Recent Trends in Marketing
E-business
Tele-marketing
M-business
Green Marketing
Relationship Marketing
Concept Marketing
Digital Marketing
Social Media Marketing
E-tailing
Review Questions

Unit – 2 Marketing Environment
Introduction
Micro Environment
Meaning of Micro Environment
Components of Micro Environment
The Company
Suppliers
Marketing Intermediaries
Competitors
Public
Customers
Macro Environment
Meaning of Macro Environment
Components of Macro Environment
Demographic Environment
Economic Environment
Natural Environment
Technological Environment
Political Environment
Legal Environment
Socio-Cultural Environment
Review Questions

Unit – 3 Market Segmentation and Consumer Behaviour
Introduction
Market Segmentation
Meaning of Market Segmentation
Bases of Market Segmentation
Requisites of Sound Market Segmentation
Consumer Behavior
Meaning of Consumer Behavior
Factors influencing Consumer Behavior
Buying Decision Process
Review Questions

Unit – 4 Marketing Mix – Product & Pricing
Introduction
Marketing Mix
Meaning of Marketing Mix
Elements of Marketing Mix (Four P’s)
Product
Price
Place
Promotion
Product
Meaning
Features
Product Classification
Product Line
Product Mix Decisions
Product Lifecycle
Meaning
Stages in PLC
New Product Development
Meaning and steps in NPD
Reasons for Failure of New Product
Pricing
Objectives of Pricing
Factors influencing Pricing Policy
Methods of Pricing
Pricing Strategies
Review Questions

Unit – 5 Place & Promotion
Introduction
Physical Distribution
Meaning of Channels of Distribution
Types of Channels of Distribution
Types of Intermediaries
Factors affecting Channel Selection
Promotion
Meaning of Promotion
Significance of Promotion
Advertising
Meaning of Advertisement
Objectives of Advertisement
Characteristics of Advertisement
Types of Advertisement
Personal Selling
Meaning of Personal Selling
Importance of Personal Selling
Characteristics of a Successful Salesperson
Sales Promotion
Meaning of Sales Promotion
Objectives of Sales Promotion
Promotional Schemes
Limitations of Promotional Schemes
Review Questions

Skill Development Activities