price, place and promotion LESSON 2- Market segmentation, targeting and positioning & analyzing the marketing environment LESSON 3- Study consumer behavior, needs and motivation, group dynamics, social surroundings and consumer perception LESSON 4-Promotion mix-direct selling, advertising, sales promotion and public relations LESSON 5-Brand evaluation and new trends in marketing LESSON 6-Communication LESSON 7- Relationship marketing LESSON 8- Network and cyber marketing LESSON 9- E-commerce LESSON10- Rural marketing in India LESSON 11- Ethics and marketing LESSON 12- Introduction to management LESSON 13- Decision making and organization LESSON 14- Communication and control process LESSON 15- Human resource management LESSON 16- Entrepreneurship Subject: Basic principles of marketing Author: Dr. M.R.P. Singh And management Course Code: Paper-V Vetter: Dr. B.S. Bodla Lesson: 1 Definition and Core Concept, Marketing Tools, P's-Product, Price, Place and Promotion .
Structure
1.1. Objectives 1.2 Introduction 1.3 Definitions and terminology 1.4 Marketing concepts 1.5 Marketing mix 1.6 Summary 1.7 Key words 1.8 Self Assessment Exercise 1.9 Suggested Readings
1.1 Objective
This lesson deals with basics of the marketing process, marketing concept and marketing mix i.e. product, price, place and promotion
1.2 Introduction
'Marketing is so basic that it cannot be considered as separate function. It is the whole business seen from the point of view of its final result, that is, from the customer's point of view'. - Peter Drucker. Marketing is indeed an ancient art; it has been practiced in one form or the other, since the days of Adam and Eve. Today, it has become the