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BOM Unit-1

Books

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34 views40 pages

BOM Unit-1

Books

Uploaded by

kandadiakshayareddy
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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Presented by

Mrs. Guddati Archana,


Lecturer,
Bhavan’s Vivekananda College of Science, Humanities
and Commerce, Sainikpuri, Secunderabad
 UNIT – I : INTRODUCTION TO MARKETING :
Nature, Scope and Importance of Marketing, Evolution
of Marketing; Core marketing concepts: Production
concept, Product concept, Selling concept, Marketing
concept, Societal Marketing concept.

 UNIT - II : MARKETING ENVIRONMENT AND


MARKET SEGMENTATION: Marketing Environment:
Micro and Macro Environment, Levels of Market
Segmentation, Bases for Segmenting Consumer
Markets, Bases for Segmenting Industrial Markets.
Market targeting.
UNIT - III : PRODUCT & PRICING DECISIONS : Concept of Product, Meaning
of a New Product, Need and Limitations for Development of a New Product,
Product Life Cycle (PLC), PLC marketing strategies, Product Classification,
Product Line Decision, Product Mix Decision, Stages in New Product
Development, Reasons for Failure of a New Product, Consumer Adoption
Process, Product differentiation and positioning, Pricing Decisions: Concept of
Price, Pricing Methods and Pricing Strategies.

UNIT - IV : PROMOTION AND DISTRIBUTION : Concept of Promotion Mix,


Factors determining promotion mix, Promotional Tools –Advertising, Sales
Promotion, Public Relations & Publicity and Personal Selling, Direct Marketing,
Distribution: Designing Marketing Channels, Channel functions, Types of
Intermediaries, Levels of distribution channels, Types of distribution networks.

UNIT V: DIGITAL MARKETING: Introduction to Digital marketing, Digital


Consumer, Digital Marketing Advantages and Disadvantages, Challenges,
Online marketing strategies-SEO-Search Engine Optimization, Contents of a
marketing plan, Types of Marketing Control.
1) Human Activity
2) Consumer Oriented
3) Art as well as Science
4) Exchange Process
5) Starts and ends with Customers/Consumers
6) Creation of Utilities
7) Goal Oriented
8) Guiding element of Business
9) System of interacting Business Activities
10) Dynamic Process
To attract new customers by
promising and offering
superior value and to retain
and grow current customers by
delivering satisfaction.
1) Study of Consumer Wants and Needs
2) Study of Consumer Behavior
3) Product Planning and Development
4) Branding
5) Packaging
6) Channels of Distribution
7) Pricing Policies
8) Sales Management
9) Promotion
10) Finance
11) After Sales Service
1. Effective Way of Engaging Customers
2. Helps to Build and Maintain the Company’s Reputation
3. Helps to Build a Relationship Between a Business and
Its Customers
4. Marketing Is a Communication Channel Used to Inform
Customers
5. Helps to Boosts Sales
6. Marketing Aids in Providing Insights About Your
Business
7. Helps Your Business to Maintain Relevance
8. Creates Revenue Options
9. Helps the Management Team to Make Informed
Decisions
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