Semester - V

L T P C
6 - - 4
16COU503 A PRINCIPLES OF MARKETING
SCOPE
This paper represents the marketing environment, consumer behaviour, marketing mix
and product life cycle, It provides the results in developing best products in terms of
goods and services that brings consumer satisfaction, This paper presents the basic
understanding of marketing functions,
OBJECTIVES
 To provide working knowledge or framework of Marketing.
 To provide thorough knowledge of various concepts and their application relating
to marketing planning and management decisions.
 To provide thorough knowledge of Promotional activities and Physical
distribution
UNIT I
Need and Scope of Marketing: Definition and Features – Meaning and Objectives –
Functions of Marketing - Modern Marketing Concepts, Market Forecasting – Marketing
Research – Meaning and Scope – Objective and Functions – Future of Marketing
Research.
UNIT II
Market Information System: Consumer Marketing- Product Planning and Development-
Market Segmentation - Product Policy Decision – Product Line and Product Mix –
Concept of Product Life cycle - Market Integration – Product and Branding Strategies.
UNIT III
Promotional Activities: Need and Importance – Promotional Mix - Sales Promotion –
Methods of Sales Promotion – Advertising Functions and Objectives – Media of
Advertising – Personal Selling Process.
UNIT IV
Pricing System: Role of Pricing – Objectives – Basic Methods of Price Setting -Factors
affecting Pricing Decision- Procedure of Price Determination.
UNIT V
Channels of Distribution: Meaning – Importance – Objectives – Functions -Types of
Different Channels – Distribution Policies-Wholesaler-Function and Services-Retailers
Functions and Services– Establishment of Sales Policies – Sales Organization Structure
– Objectives and Principles.
Suggested Readings
Text book:
1. R.S.N. Pillai & Mrs. Bagavathi . (2014). “Marketing”. New Delhi: Sultan Chand &
sons.
Reference :
1. R.L.Varshney and B.Bhattacharya. (2007). International Marketing Management.
New Delhi:Sultan Chand & Sons.
2. C.B.Mamoria and Satish Mamoria. (2010). Marketing Management. Kitab Mahal.
Patna.
3. Philip Kotler and Gary Armstrong. (2011). Principles of Marketing. New
Delhi:Prentice Hall of India Pvt. Ltd.
4. Rajan Nair. (2005). Marketing Management. New Delhi:Sultan Chand & Sons.
5. S.A.Sherlekar.(2000). “Marketing Management”. Bangalore: Himalayas publishing
house.
6. Richard Still & Gowani. (1999). “Sales Management”. New Delhi: Prentice Halls of
India.
7. William J. Standon. (1994).“Fundamentals of Marketing”. New Delhi: Tata Mcgraw
Hil publishing house.