BBM - Marketing Management
UNIT - I
Definition of Marketing - Marketing Management- Marketing concept - meaning
Importance of marketing in developing countries - Functions of Marketing - Marketing
environment: various environmental factors affecting the marketing function.
UNIT - II
Buyer Behaviour - Buying motives - explanation of motivation – Market Segmentation
of different bases - Marketing strategy - Market Structure - Definition and types of
channel - Channel selection & problems.
UNIT - III
The Product-Marketing characteristics -consumer goods-industrial goods- Production
policy - Product Life Cycle (PLC) - Product mix - modification & elimination - packing
- Developing new Products- strategies.
UNIT - IV
Pricing: Meaning to Buyer & Seller - pricing policies – Objective factors influencing
pricing decisions - Competitors action to price changes - multiproduct pricing. Physical
Distribution - Management of physical distribution - marketing risks.
UNIT - V
Branding Decisions: Brand-Brand Image, Brand Identity-Brand Personality -Positioning
and leveraging the brands-Brands Equity.