This Principles and Practice of Marketing Book revised edition is exclusively based on the new syllabus of B.com Semester III of Lucknow University.
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
- Introduction to Marketing
- Marketing Concepts
- Marketing Environment
- Consumer Behaviour
- Marketing Mix
- Market Segmentation
- Product and Product Life Cycles
- Product Planning and New Product
- Product Identification: Branding, Packing, Labeling and After Sales Service
- Product Pricing Decisions
- Product Promotion
- Personal Selling and Sales Force Management
- Advertising
- Sales Promotion
- Channels of Distribution
- Marketing Middlemen
- Physical Distribution of Goods
- Retailing
- Marketing Research and Marketing
- Marketing Planning
- Marketing Organisation
- Control of Marketing Operations
- Strategic Marketing
- Recent Issues and Developments in Marketing
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