This document is the course content for the Marketing Management course for the Bachelor of Business Administration program offered by the Directorate of Distance Education at Guru Jambheshwar University. The document contains 13 lessons covering topics such as the concepts and evolution of marketing, marketing environment segmentation, buyer behavior, product development, branding, pricing strategies, distribution channels, promotion, personal selling, and export marketing. It provides an outline of the topics and objectives to be covered in the Marketing Management course.

1. Directorate of Distance Education
Guru Jambheshwar University
HISAR-125001
Bachelor of Business Adminis-
tration
(B.B.A.)
BBA - 203
MARKETING MANAGEMENT

2. CONTENTS
Lesson No. Lesson Name Page No.
1. The Concept, Nature, Scope and importance of 1
Marketing, Marketing Management and its evolution
2. Marketing Environment & Marketing Segmentation 22
3. Buyer Behaviour 48
4. Product-Product Concept, Product Classification 78
and New Product Development
5. Branding, Packaging and Labeling 107
6. Product Positioning 129
7. Pricing Methods and Strategies 145
8. Distribution Channels and Physical Distribution 171
Decisions
9. Channel Management Decisions : Retailing 192
and Wholesaling
10. Promotion Decisions 205
11. Personal Selling 223
12. Marketing Organisation and Control 247
13. Export Marketing - Various Decision 267
Involved in Process

3. All Rights Reserved by :
Directorate of Distance Education
Guru Jambheshwar University, Hisar - 125 001
Printed by : Competent Printing Press, Hisar-125001
Ph. : 01662-225100. Mobile : 98960-68720