Principles of Marketing Notes | B.B.A. LL.B. (Five Years) Semester 2 | SPPU | munotes

Contents

Module 01 Introduction of Marketing

1. What Marketing Is 1
2. How Marketing Thought Evolved 5
3. The Features of Marketing 9
4. Why Marketing Matters to a Firm and to Society 12
5. The Functions of Marketing 15
6. The Role and Functions of a Marketing Manager 18
7. The Relevance of Marketing in a Developing Economy 20

Module 02 Marketing Environment and Market Segmentation

1. The Marketing Environment: Meaning, Micro and Macro 24
2. The Demographic and Economic Environment 28
3. The Socio-Cultural Environment 32
4. The Natural and Technological Environment 35
5. The Political and Legal Environment 38
6. Market Segmentation: Meaning, Definition and Need 42
7. The Bases of Market Segmentation 45

Module 03 Classification and Types of Markets

1. Traditional Marketing and the Classification of Markets 48
2. The Marketing Mix: Meaning and Elements 51
3. Services: Meaning and Characteristics 54
4. The Classification of Services 57
5. The Marketing Mix in the Service Industry: The Seven Ps 60
6. The Growth of the Service Sector in India 63
7. Rural Marketing: Meaning, Features, Importance, Difficulties and Suggestions 67

Module 04 Recent Trends in Marketing

1. Recent Trends in Marketing 71
2. Green Marketing 74
3. Relationship Marketing 78
4. Customer Relationship Management 82
5. Retailing 86
6. Tele-Marketing 90
7. E-Business 94
8. M-Business 98
9. E-Marketing: Meaning, Definition and Tools 101