Marketing management
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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.
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- 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
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