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Retail Selling & Marketing
Paper Code:
RTM 132
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.
References:
- Kotler, Philip and Keller, Kevin Lane, Marketing Management, Pearson Education.
- Varshney R.L. and Gupta, S.L. Marketing Management- An Indian Perspective, Sultan Chand and Sons.
- Ramaswamy, V.S. and Namakumari, Marketing management: planning implementation and control.
- Kotler, Philip and Armstrong, Principles of marketing, Prentice Hall of India.
- Stanton, William, J. Fundamentals of Marketing, New York, McGraw Hill, 1994
Academic Year:
