Principles and Functions of Marketing

The book ‘Principles and Functions of Marketing’ has been published strictly according to the new syllabus for B.Com. Semester II effective from the academic session 2023-24 under New Education Policy (NEP), 2020.

Principles and Functions of Marketing Syllabus For B.Com. IInd Semester 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. 12 Lectures
• 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. 16 Lectures
• 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.

Contents :

1.  Fundamentals Of Marketing
2. Marketing Concepts
3. Market Segmentation
4. Marketing Strategy [Segmentation, Targeting And Positioning (Stp)]
5. Marketing Mix
6. Product Planning And New Product Development
7. Product And Product Life Cycles
8. Marketing Environment
9. Methods Of Sales Forecasting
10. Marketing Information System
11. Consumer Behaviour
12. Buying Decision Process