Retail Selling and Marketing

Paper Code: 
RTM 132
Credits: 
6
Contact Hours: 
90.00
Max. Marks: 
100.00
18.00
Unit I: 
Marketing

Meaning of marketing philosophies and concepts, selling Vs marketing, marketing Mix, Marketing Process, Market Segmentation

18.00
Unit II: 
Product

Concepts, levels of product, product life cycle, New product development process, product line concepts, Product line policies, Product standardization Vs Product Adaptation

18.00
Unit III: 
Pricing

Pricing objectives, Pricing methods and policies, factors influencing pricing.

18.00
Unit IV: 
Channels of distribution

Levels of distribution channels, factors influencing selection of distribution channels. Physical distribution concepts, functional areas of physical distribution.

18.00
Unit V: 
Promotion

Advertising, Sales promotion, Public relations, Personal selling, Direct Marketing.

Essential Readings: 

1. Kotler, Philip and Keller, Kevin Lane, Marketing Management, Pearson Education.
2. Varshney R.L. and Gupta, S.L. Marketing Management- An Indian Perspective, Sultan Chand and Sons.
3. Ramaswamy, V.S. and Namakumari, Marketing management: planning implementation and control.

References: 

1. Kotler, Philip and Armstrong, Principles of marketing, Prentice Hall of India.
2. Stanton, William, J. Fundamentals of Marketing, New York, McGraw Hill, 1994

Academic Year: 
2019-2020
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