MARKETING MANAGEMENT-I

MARKETING MANAGEMENT-I
AREA OF STUDY:
BAC 117

Year: 1
Semester: 2

________________________________________
* Continuous
** Duration: 3 hours

Objectives:
The objective of this course is to familiarize and equip students with various marketing concepts in order to analyze marketing situations and develop marketing strategies.
Contents:
Unit I: Introduction L. H. 4
Definition, relation of marketing to production, economic development and marketing, marketing functions, marketing concept, marketing strategy planning.
Unit II: Marketing Segmentation L. H. 5
Attractive opportunities, naming product markets and generic markets, finding target market, market segmentation, dimensions used to segment markets.
Unit III: Market Environment L. H. 4
The marketing environment, objectives and resources of the firm, competitive environment, economic and technological environment, political and legal environment, cultural and social environment.
Unit IV: Behavioral Dimensions of the Consumer Market L. H. 5
Consumer behavior-why do they buy? What they buy? Behavioral sciences, psychological influences, social influences, purchase situations, problem-solving processes.
Unit V: Business and Organizational Customers L. H. 4
Business and organizational customers, basic methods and practices in organizational buying, production of services, government markets.
Unit VI: Product Planning L. H. 4
Meaning of products, classification of product, product lines, consumer product classes, business product classes, branding.
Unit VII: Product Management and New-Product Development L. H. 5
Product life cycles, new product planning, new product development
Unit VIII: Place and Development of Channel Systems L. H. 4
Place decisions, 'ideal' place objectives, channel systems, vertical marketing systems.
Unit IX: Logistics and Distribution L. H. 4
Physical distribution, the transporting function, the storing function, the distribution center.
Unit X: Promotion L. H. 4
Meaning of promotion, which method to use, personal selling, advertising, sales promotion, publicity.
Unit XI: Pricing Objectives and Policies L. H. 5
Profit oriented objectives, sales oriented objectives, status quo objectives, price flexibility policies, price level policies, discount policies, allowance policies, legality of pricing policies.
Suggested Readings :
1. Basic Marketing, E. Jerome Mc Carthy, William, D. Perreault.
2. Fundamentals of Marketing; William J. Stanton, Michael J. Eizel Bruce J. Walker
3. Principles of Marketing; Kotler, Philip and Armstrong
4. Consumer Protection and Satisfaction by Gulsan, S. S
5. Marketing Decisions, Koirala, Kundan D.
6. Marketing Management in Nepal, Dr. G. R. Agrawal.