BBA - 203
Bachelor of Business Administration
(B.B.A.)
BBA - 203
MARKETING MANAGEMENT
Directorate of Distance Education Guru Jambheshwar University HISAR-125001
CONTENTS
Lesson No. Lesson Name
Page No.
1.
The Concept, Nature, Scope and importance of
1
Marketing, Marketing Management and its evolution
2.
Marketing Environment & Marketing Segmentation 22
3.
Buyer Behaviour
48
4.
Product-Product Concept, Product Classification
78
and New Product Development
5.
Branding, Packaging and Labeling
107
6.
Product Positioning
129
7.
Pricing Methods and Strategies
145
8.
Distribution Channels and Physical Distribution
171
Decisions
9.
Channel Management Decisions : Retailing
192
and Wholesaling
10. Promotion Decisions
205
11. Personal Selling
223
12. Marketing Organisation and Control
247
13. Export Marketing - Various Decision
267
Involved in Process
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Lesson : 1
The Concept, Nature, Scope and importance
of Marketing, Marketing Management
and its evolution.
Author :
V ettor:
Prof. Tajender Sharma
Shashi Anand
MARKETING : AN OVERVIEW
Marketing occupies prime position in the organisation of a busines unit . It is one of the important and core activities of all business operations. It consists of those activities which lead to transfer of ownership of goods and also some aspects of physical distribution. Form an economist's point of view, marketing is a function of production because from economic point of view, a product is not completely produced until it is in the hands of the customer. It is the process by which products are made available to the ultimate consumer. It consists of all activities which are meant to ensure the flow of goods and services from the producer to the consumer. However, this concept of marketing is very limited. In modern managerial terminology, marketing is used in a much wider perspective.
From the managerial point of view, marketing is a dysnamic process through which a business enterprise tries to meet the needs of its environment. In the words of Cundiff and Still, "Marketing is the term used to describe collectivey those business functions most directly concerned with the demandstimulating and demand-fulfilling activities of the business enterprise."
(1)
The committee of Marketing Teacher's Association of the U.S.A. has defined Marketing as follows :
"Marketing consists of the performance of business activities that direct the flow of goods and services from producer to consumer or user."
The traditional description of the marketing was mainly concerned with the physical movement of goods while the modern concept of Marketing is 'costomer-oriented'. It makes 'customer' the focus of all the business activities. As an area of business management,"It has to do with the definitions of market opportunities and the design of appropriate strategies for tapping these profitable opportunities. "In its fullest sense, the marketing concept is a philosophy of business which states that the customer's want satisfaction is the economic and social justification of a company's existence. Consequently all company activities in production, engineering and finance, as well as in marketing must be devoted to determining the customer's wants, and then satisfying these wants while still making a reasonable profit. Marketing begins and ends with the customer. It's beginning is the identification of customers' needs and its end is involved in the satisfaction of those needs. This long process involves itselfa number of activities which are the subject matter of marketing. Assimilating this point of view, the definition of Marketing given by the Institute of Marketing. England is a follows :
"Marketing is the creative management function which promotes trade and employment by assessing consumber needs and initiating research development to meet them. It coordinates the resources of production and distributiion of goods and services, determines and directs the nature and feels of the total efforts required to sell profitable the maximum production to the ultimate use."
(2)
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