MARKETING FUNDAMENTALS

 INTRODUCTION TO MARKETING AND MARKET

 DIFFERENCE BETWEEN MARKETING AND SELLING
 MARKET AND MARKETING RESEARCH
 MACRO ENVIRONMENTAL FACTORS – PEST ANALYSIS/SWOT
ANALYSIS/PORTER’S FIVE FORCE MODEL
 CONSUMER BUYING BEHAVIOUR
o CONSUMER BUYING PROCESS
o TYPES OF CONSUMER BUYING BEHAVIOUR
o FACTORS INFLUENCING CONSUMER BEHAVIOUR
 STP FORMULAE – SEGEMENTATION TARGETING &
POSITIONING
 MARKETING MIX
o PRODUCT - BRANDING, PRODUCT LIFE CYCLE & NEW
PRODUCT DEVELOPMENT
o PRICE – PRICING STRATEGIES, FACTORS AFFECTING
PRICING
o PLACE – LEVELS OF DISTRIBUTION CHANNEL, FACTORS
INFLUENCING DISTRIBUTION CHANNEL
o PROMOTION – PROMOTION TOOLS – ADVERTISING,
PUBLICITY, SALES PROMOTION, PERSONAL SELLING,
PUBLIC RELATIONS