UNIT – 1………………………………………………………………………………7
1.1 Introduction to Marketing, Marketing Management
1.2 Marketing Concepts, Marketing Mix, Marketing
Environment
1.3 Consumer Markets, Buying Behaviour
1.4 Market Segmentation, Targeting and Positing
UNIT – 2…………………………………………………………………………….40
2.1 Product Decisions, Concept of Product, Product Mix
Decisions
2.2 Brand Decision, New Product Development, Sources of
New Product Idea
2.3 Steps in Product Development, Product Life Cycle
Strategies
2.4 Stages of Product Life Cycle
UNIT – 3…………………………………………………………………………….60
3.1 Pricing Decisions, Importance & Objectives
3.2 Cost-Plus Pricing, Break-Even Pricing, Value Based
Pricing, Dynamic Pricing, Competitive Pricing
3.3 Skimming & Penetration Pricing
3.4 New Product Pricing, Product Mix Pricing Strategies
UNIT – 4…………………………………………………………………………….79
4.1 Place/ Channel Decision, Nature of Marketing Channels
4.2 Types of Channel Flows, Channel Functions, Functions
of Distribution Channels
4.3 Structure and Design of Marketing Channels
4.4 Conflict and Competition, Retailers and Wholesalers