Principles and Practice of Marketing book Syllabus For B.com Semester III of Lucknow University

Unit I: Introduction: Nature and scope of marketing; Importance of marketing, functions, Marketing concepts – traditional and modern; Selling Vs. Marketing; Marketing mix; Marketing environment, E-marketing.

Unit II: Consumer Behaviour, Nature, scope and significance of consumer behavior; Bases of Consumer Behaviour, Market segmentation – Concept and importance; the basis for market segmentation, Promotion; Methods of promotion; promotion mix; Personal selling.

Unit III: Product: Concept of product, consumer and industrial goods; Product planning and development; Product life cycle, Packaging – role and functions; Brand name and trademark. Price: Importance of price in the marketing; Factors affecting the price of a product, kinds, and method of pricing.

Unit IV: Distribution Channels – concept and roles; Types of distribution channels; factors affecting the choice of a distribution channel; Retailer and wholesaler; Physical distribution of goods; Transportation; warehousing; inventory control; order processing.

Principles and Practice of Marketing Book Contents

1. Introduction to Marketing
2. Marketing Concepts
3. Marketing Environment
4. Consumer Behaviour
5. Marketing Mix
6. Market Segmentation
7. Product and Product Life Cycles
8. Product Planning and New Product
9. Product Identification: Branding, Packing, Labeling and After Sales Service
10. Product Pricing Decisions
11. Product Promotion
12. Personal Selling and Sales Force Management
13. Advertising
14. Sales Promotion
15. Channels of Distribution
16. Marketing Middlemen
17. Physical Distribution of Goods
18. Retailing
19. Marketing Research and Marketing
20. Marketing Planning
21. Marketing Organisation
22. Control of Marketing Operations
23. Strategic Marketing
24. Recent Issues and Developments in Marketing

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