Principles of Marketing (Sem 1, BCom Tumkur 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 provide 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 –

Module – 1 Introduction to Marketing
Introduction
Marketing of Marketing
Definition of Marketing
Functions of Marketing
Objectives of Marketing
Scope of Marketing
Concepts of Marketing
Characteristics of Marketing
Importance of Marketing
Core Concepts of Marketing
Needs
Wants
Demands
Products
Value
Satisfaction
Marketing Management
Definitions of Marketing Environment
External of Marketing Environment
Internal of Marketing Environment
Factors of Marketing Environment
SWOT Analysis
Marketing System
Ethics in Marketing
Meaning of Ethics in Marketing
Importance of Ethics in Marketing
Role of Ethics in Marketing
Marketing Ethics in Digital Age
Review Questions

Module – 2 Market Segmentation and Consumer Behavior
Introduction
Market Segmentation
Definitions of Market Segmentation
Characteristics of Market Segmentation
Objectives of Market Segmentation
Bases of Market Segmentation
Benefits of Market Segmentation
Criteria for Effective Segmentation
Targeting and Market Positioning
Objectives
Market Positioning Strategies
Steps for Marketing Positioning a Product
Consumer Behavior
Definitions of Consumer Behavior
Importance of Consumer Behavior
Consumer Buying Process
Factors Influencing Buying Decisions
Stages in Consumer Decision Process
Review Questions

Module – 3 Marketing Mix
Introduction
Meaning of Marketing Mix
Concept of Marketing Mix
Definitions of Marketing Mix
Components of (Ps) Marketing Mix
Meaning of Product
Elements of Product
Product
Concept of Product
Product Line
Product Mix Decisions
Product Life Cycle
New Product Development
Branding
Packaging
Labelling
Product Positioning
Product Differentiation
Product Innovation
Product Diversification
Pricing
Meaning of Pricing
Characteristics of Pricing
Objectives of Pricing
Types of Pricing
Factors Affecting Price Determination
Pricing Policies and Strategies
Promotion
Role of Promotion in Marketing
Promotion Methods
Advertising
Personal Selling
Publicity
Sales Promotion Tools and Techniques
Promotion Mix
Online Promotion
Direct Selling
Digital Marketing Strategies
Place & Distribution Decisions
Importance of Place
Channels of Distribution
Channel Management
Supply Chain Management
People
Employees
Customers
Brand Perception
Impact of Social Media Interaction
Customer Experience Management
Process
Role of Technology in Enhancing Service Delivery
Physical Evidence
Tangible and Intangible Aspects of Product or Service
Online Reviews
Review Questions

Module – 4 Modern Marketing Tools
Introduction
Digital Marketing Tools
Search Engine Optimization
Search Engine Marketing
Introduction to Paid Search
Google Ads
Pay-Per-click Advertising
Content Marketing
Meaning of Content Marketing
Role of Content in Marketing
Types of Content (Blogs, Videos, Infographics)
Content Marketing Strategies
E-mail Marketing
Importance of E-mail Marketing
Tools (Mail Chimp, Constant Contact)
Strategies for Effective Email Campaigns
Social Media Marketing
Overview of Key Social Media Platforms
Facebook
Instagram
Twitter
LinkedIn
YouTube
Strategies for Engagement
Social Media Analytics
Review Questions

Module – 5 Ethical and Social Issues in Marketing
Introduction
Definitions of Ethical
Importance of Ethical
Social Issues in Marketing
Principles of Ethical Marketing
Consumer Privacy
Data Protection
Advertising Ethics
Cross-Cultural Ethics
AI and Automation in Marketing
Influencer Marketing
Social Media Ethics
International Marketing Ethics
Ethical Dilemmas in Emerging Market
Review Questions