विपणन के सिद्धान्त एवं कार्य (Principles and Functions of Marketing) Syllabus For B.Com. IInd Semester (Major Course) of Various Universities of Bihar

• Unit I : Fundamentals of Marketing : Meaning, Concept, Importance, Functions of Marketing. Marketing and Selling, Modern Marketing Concept, Relationship Marketing.
• Unit II : Market Segmentation : Meaning, Objectives and Importance of Market Segmentation. Basis of Market Segmentation, Marketing Strategy Segmentation, Targeting and Positioning.
• Unit III : Marketing Mix : Meaning, Elements of Marketing mix Product, Price, Promotion and Place. New Product Development Process. Reasons for failure of new product development
• Unit IV : Marketing Environment : Meaning, Importance of Marketing Environment. Micro and Macro Environment and their types. Methods of Sales Forecasting.
• Unit V : Marketing Information System : Meaning, Concept and Importance. Types and Components of Marketing Information System. Consumer Behaviour, Factors Influencing Consumer Behavior, Buying Decision Process.

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