Principles of Marketing

Cover
Title Page
	Copyright
About The Author
Contents
List of Figures
List of Abbreviations
Preface
Chapter 1:  Marketing: Creating More Customer Value
	Unit Introduction
	1.1. What Is Marketing?
	1.2. Marketing – Nature, Scope, And Functions
	1.3. Marketing Process
	1.4. Selling Vs. Marketing
	1.5. Marketing Environment: Concept, Importance, And Components
	1.6. Marketing Mix And The 7 PS Of Marketing
	Review Questions
	Multiple Choice Questions
	References
Chapter 2:  Consumer Markets And Consumer Buyer Behavior
	Unit Introduction
	2.1. Consumer Behavior: Meaning And Definition
	2.2. Nature Of Consumer Behavior
	2.3. The Importance Of Consumer Behavior
	2.4. Scope Of Consumer Behavior
	2.5. Applications Of Consumer Behavior
	2.6. Determinants Of Consumer Behavior
	2.7. Factors Influencing Consumer Behavior
	2.8. Consumer Awareness – Consumer Rights And Responsibilities
	2.9. Buyer Decision Process
	2.10. Types Of Buying Decision Behavior
	Review Questions
	Multiple Choice Questions
	References
Chapter 3:  Market Segmentation
	Unit Introduction
	3.1. Market Segmentation: Concept, Importance, And Bases
	3.2. Types Of Market Segmentation
	3.3. How To Get Started With Segmentation?
	3.4. What Is A Segmentation Strategy?
	3.5. Product Differentiation Vs. Market Segmentation
	3.6. Target Market
	Review Questions
	Multiple Choice Questions
	References
Chapter 4:  Product And Product Development Process
	Unit Introduction
	4.1. Concept Of A Product
	4.2. Essential Features And Importance Of Product
	4.3. Levels Or Dimensions Of Product
	4.4. Product Classification In Marketing
	4.5. Concept Of Product Mix
	4.6. Branding In Marketing
	4.7. New Product Development (NPD): Definition And Process
	4.8. Product Life Cycle (PLC)
	Review Questions
	Multiple Choice Questions
	References
Chapter 5:  Pricing And Pricing Strategies
	Unit Introduction
	5.1. Pricing In Marketing
	5.2. Pricing Methods
	5.3. Types Of Pricing Strategies
	5.4. Factors Affecting Price Determination Of A Product
	Review Questions
	Multiple Choice Questions
	References
Chapter 6:  Distribution Channels And Physical Distribution
	Unit Introduction
	6.1. What Is A Distribution Channel?
	6.2. The Role Of Distribution Channels In Business
	6.3. Types Of Distribution Channels
	6.4. Factors Determining The Choice Of Distribution Channels
	6.5. Physical Distribution
	6.6. Functions Of Physical Distribution
	6.7. Factors Influencing Physical Distribution
	6.8. Components Of Physical Distribution
	Review Questions
	Multiple Choice Questions
	References
Chapter 7:  Recent Developments In Marketing
	Unit Introduction
	7.1. Social Marketing: Meaning, Applications, And Advantages
	7.2. Direct Marketing
	7.3. Online Marketing
	7.4. Service Marketing
	7.5. Green Marketing
	7.6. Rural Marketing
	7.7. Consumerism
	Review Questions
	Multiple Choice Questions
	References
Index
Back Cover