BASICS OF MARKETING

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BASICS OF MARKETING SOLVED PAPERS AND GUESS

Product Details: PUNE UNIVERSITY BASICS OF MARKETING

Format: BOOK

Pub. Date: NEW EDITION APPLICABLE FOR Current EXAM

Publisher: MEHTA SOLUTIONS

Edition Description: 2021-22

RATING OF BOOK: EXCELLENT

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If you find yourself getting fed up and frustrated with other PUNE UNIVERSITY book solutions now mehta solutions brings top solutions for PUNE UNIVERSITY BASICS OF MARKETING REPORT book contains previous year solved papers plus faculty important questions and answers specially for BANGALORE UNIVERSITY .questions and answers are specially design specially for PUNE UNIVERSITY students .

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BASICS OF MARKETING

Unit 1: Introduction to Marketing

1) Definition & Functions of Marketing: Scope of Marketing, Core Concepts of Marketing Such as Need, Want, Demand, Customer Value, Exchange, Customer & Consumer, Customer Satisfaction, Customer Delight, Customer Loyalty, Marketing vs. Market.

2) Markets: Definition of Market, Competition, Key Customer Markets, Marketplaces, Market Spaces, Metamarkets.

3) Company Orientation towards Market Place: Product, Production, Sales, Marketing, Societal, Transactional, Relational, Holistic Marketing Orientation. Selling versus Marketing. Concept of Marketing Myopia.

4) Introduction to the Concept of Marketing Mix: Origin & Concept of Marketing Mix and Definitions of 7Ps People, Processes & Physical Evidence.

5) New Marketing Realities: Major Societal Forces, New Consumer Capabilities & New Company Capabilities.

Unit 2: Consumer Behaviour

1) Meaning & Importance of Consumer Behaviour, Comparison between Organisational Buying Behaviour and Consumer Buying Behaviour, Buying Roles.

2) Five Steps Buyer Decision Process.

Unit 3: Marketing Environment

1) Concept of Environment: Macro and Micro, Need for Analysing the Marketing Environment.

2) Macro Environment: Analysing the Economic, Socio-Cultural, Demographic, Political – Legal - Regulatory, Technical, Environmental Environments.

3) Linkage of Marketing Function with all Functions in the Organisation.

4) Concept of Market Potential & Market Share.

Unit 4: Segmentation, Target Marketing & Positioning

1) Marketing as Value Delivery Process: Traditional & Modern Approaches.

2) Segmentation: Definition, Need for Segmentation, Benefits of Segmentation to Marketers, Bases for Market Segmentation of Consumer Goods & Industrial Goods, Criteria for Effective Segmentation.

3) Levels of Market Segmentation: Segment Marketing, Niche Marketing, Local Marketing, Mass Marketing.

4) Target Market: Concept of Target Market and Criteria for Selection of Target Market.

5) Positioning: Concept of Differentiation & Positioning, Introduction to the Concepts of Value Proposition & USP.

Unit 5: Product – The First Element of Marketing Mix

1) Product: Meaning of Product, Goods & Services Continuum, Classification of Consumer Products – Convenience, Shopping, Specialty, Unsought, Classification of Industrial Products – Material & Parts, Capital Items, Supplies & Services.

2) Product Levels: The Customer Value Hierarchy.

3) Product Mix: Width, Depth, Consistency & Product Line.

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