BBA – II Year

Biyani's Think Tank

Concept based notes

Marketing Management

(BBA Part-II)

Nandita Sarsar

Lecturer Deptt. of Commerce & Management

Biyani Girls College, Jaipur

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Published by :

Think Tanks Biyani Group of Colleges

Concept & Copyright :

Biyani Shikshan Samiti

Sector-3, Vidhyadhar Nagar, Jaipur-302 023 (Rajasthan) Ph : 0141-2338371, 2338591-95 Fax : 0141-2338007 E-mail : acad@ Website :;

ISBN : 978-93-81254-63-9

Edition : 2011 Price :

While every effort is taken to avoid errors or omissions in this Publication, any mistake or omission that may have crept in is not intentional. It may be taken note of that neither the publisher nor the author will be responsible for any damage or loss of any kind arising to anyone in any manner on account of such errors and omissions.

Leaser Type Setted by : Biyani College Printing Department

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Preface

I am glad to present this book, especially designed to serve the needs of

the students. The book has been written keeping in mind the general weakness in understanding the fundamental concepts of the topics. The book is selfexplanatory and adopts the "Teach Yourself" style. It is based on questionanswer pattern. The language of book is quite easy and understandable based on scientific approach.

Any further improvement in the contents of the book by making corrections, omission and inclusion is keen to be achieved based on suggestions from the readers for which the author shall be obliged.

I acknowledge special thanks to Mr. Rajeev Biyani, Chairman & Dr. Sanjay Biyani, Director (Acad.) Biyani Group of Colleges, who are the backbones and main concept provider and also have been constant source of motivation throughout this Endeavour. They played an active role in coordinating the various stages of this Endeavour and spearheaded the publishing work.

I look forward to receiving valuable suggestions from professors of various educational institutions, other faculty members and students for improvement of the quality of the book. The reader may feel free to send in their comments and suggestions to the under mentioned address.

Author

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Syllabus

B.B.A. Part-II

Marketing Management

1. Introduction : Nature & Scope of marketing, importance of marketing, the marketing concept, selling v/s marketing concept, societal marketing concept, growth relevance of marketing in India. 2. Marketing Environment : Demographic, Economies, natural, technology, political, legal & socio-cultural environment : The Indian marketing Environment. 3. Buya Behaviour & Marketing Segmentation : Factors influencing Buyer behaviour, buying decision process, profile and features of Indian consumers, Market segmentation meaning, levels, basis of segmentation, concept of niche marketing. 4. Managing the Product : Product planning, product mix, deciding product policy, product lines decision, product differentiation, brand equity packaging, labelling, concept of PLC, NPD process. 5. Pricing : Factors influencing pricing, pricing objectives, methods of pricing, pricing procedure. 6. Marketing Channels, Logistics and Physical distribution : Types of channels, channel functions, selection of channels, logistics role & types, physical distribution, objectives and functional areas of physical distribution, physical distrib in Indian context. 7. Marketing Communication : Meaning and importance, communication objectives, effective communication, communication process. 8. Promotion Tools : Advertising-meaning, objectives, types of advertising decisions, planning and evaluation of campaign, trends in advertising in India,

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personal selling-objectives, functions of and principles, public relations-- Importance and methods, Direct marketing concept, sales promotion--purpose, consumer and dealer promotion methods.

9. Marketing Research and Control: Marketing research-need, techniques and process, Need and tools of control (elementary Knowledge only).

10.Marketing Challenges : Marketing in the 21st Century, Impact of globalisation, technological advances and regulation on marketing, challenge of rural marketing in India, Need and grants of marketing in the service sector in India.

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