Principles of Marketing – I
SOLVED PAPERS AND GUESS SOLVED PAPERS AND GUESS
Product Details: Amity university bba Principles of Marketing – I SOLVED PAPERS AND GUESS
Pub. Date: NEW EDITION APPLICABLE FOR Current EXAM
Publisher: MEHTA SOLUTIONS
Edition Description: 2021-22
RATING OF BOOK: EXCELLENT
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Module I - Introduction to Marketing
Descriptors/Topics
Meaning of marketing
Core concepts of marketing
Evolution of Marketing
Marketing Management philosophies, viz., the production concept, the product concept, selling concept and themarketing concept
Introduction to Marketing Mix Elements
The newer definitions of marketing- Societal Marketing and Relationship Marketing.
Role of Marketing in the changing business environment
Value Chain: Concepts & Elements
Delivering Customer Value
Customer Satisfaction & Customer Delight
Module II – Strategic Planning / Marketing Environment and Competitive Planning
Descriptors/Topics
Internal and External Marketing Environment Analysis
Introduction to Marketing Information System and Marketing Research
SWOT Analysis
Intensive growth strategies
Marketing process
Marketing Plan.
Responding to the changing Marketing Environment
Module III – Segmentation, Targeting and Positioning
Descriptors/Topics
Concept of Market Segmentation
Bases for segmenting
Consumer and Business markets,
Approaches for Targeting,
Differentiation and Positioning.
Module IV – Consumer Buying Behavior
Descriptors/Topics
Buying Behavior for Consumer Markets
Various Buying Roles
Buying Behavior for Industrial Markets
Types of Buying Situations
Buying Decision Process
Factors Affecting Consumer Buyer Behavior
Consumer Adoption Process
Diffusion of Innovation and Differences in Innovativeness
Module V Emerging Marketing Paradigms
Descriptors/Topics
Promotional TehniquesConcept of E-marketing,
Kiosk marketing,
Green marketing
Tele marketing
Multi level marketing
Experiential Marketing,
Emerging technological trends in marketing
Digital Media Marketing and its role, e-Word of Mouth, Role of Social Media marketin
