Introduction Of PMM

BACHELOR OF BUSINESS ADMINISTRATION (BBA) EXAMINATION

SEMESTER – II

BB 5 – PRINCIPLES OF MARKETING MANAGEMENT

Unit I

Marketing :Definition, nature, scope & importance, Marketing Management, Core concepts of marketing, selling concept,production concept, modern marketing concept.

Unit II

Segmentation: Concept, basis of segmentation, Importance inmarketing; Targeting : Concept Types, Importance; Positioning: Concept, Importance, Brand positioning, Repositioning.

Unit III

Marketing Mix: Product : Product Mix, New Product development, levels ofproduct, types of product, Product life cycle, Branding andpackaging, different types of distribution channels.

Unit IV

Price: Meaning, objective, factors influencing pricing, methods of pricing.Promotion : Promotional mix, tools, objectives, media selection & management. Process & Scope Marketing Information Systems : Meaning Importance and Scope Consumer Behaviour : Concept, Importance and Factors influencing consumer behaviour.

REFERENCE BOOKS:

1. Marketing Mgt. by Philip Kotler (PHI)

2. Marketing Management by Rajan Saxena

3. Marketing Management by Namaswamy & Ramakumari.