Principles of Marketing

unit I marketing – evolution of marketing – marketing concepts - market segmentation – need for market segmentation – criteria for segmentation – marketing mix. Br>unit II product policy – branding and packaging – introduction of new products – product life cycle– classification of consumer Goods. Br>unit III facilitating function of marketing – buying – assembling – selling – transportation – storage and warehousing – risk bearing – grading and standardization – financing. Br>unit IV pricing policy - its objectives – methods of pricing – pricing strategies – factors influencing price decisions. Br>unit V promotion policy- advertising and its advantages – various media of advertisement – personal selling and salesmanship – qualities of a successful salesman – sales promotion.