Course

Unit 1

Marketing Process: Definition, Marketing process, dynamics, needs, wants and demands, value and satisfaction, marketing concepts, environment, mix. Philosophies, selling versus marketing, organizations, industrial versus consumer marketing, consumer goods, industrial goods, product hierarchy.

Buying Behaviour and Market Segmentation: Major factors influencing buying behaviour, buying decision process, business buying behaviour. Segmenting consumer and business markets, market targeting.

Unit 2

Product Pricing and Marketing Research: Objectives, pricing, decisions and pricing methods, pricing management. Introduction, uses, process of marketing research.

Unit 3

• Kolter P. – ‘Marketing Management’ – Pearson Education – 2014
• Ramasamy and Namakumari, – ‘Marketing Environment: Planning, Implementation and Control to the Indian Context’ – 1990

• Paul G. E. and Tull D. – ‘Research for Marketing Decisions’ – Prentice Hall of India – 1975
• Tull D. S. and Hawkins – ‘Marketing Research’ – Prentice Hall of India – 1997
• Kotler P. and Armstrong G. – ‘Principles of Marketing’ – Prentice Hall of India – 2000
• Skinner S. J. – ‘Marketing’ – All India Publishers and Distributes Ltd. – 1998
• Govindarajan, M. – ‘Industrial Marketing Management’ – Vikas Publishing Pvt. Ltd. – 2003