विपणन के सिद्धांत Principles of Marketing - (Hindi): SBPD Publications

R.C. Agarwal · Dr. N.S Kothari

Nov 2020 · SBPD Publications

About this ebook

1. Marketing—Meaning (Micro and Macro Meaning), Characteristics, Nature, Scope, Evolution and Develop-ment, Functions, Importance and Selling Vs. Marketing, 2. Marketing Concept, 3. The Concept of Marketing Mix, 4. Marketing Environment—Meaning, Macro and Micro Components and their Impact on Marketing Decisions, 5. Market Segmentation and Positioning—Meaning and Definitions, Objectives, Causes, Bases, Alternate Market Strategies toward Market Segmentation, Requirements for an Effective Market Segmentation, Importance, 6. Consumer Behaviour of Buyer Behaviour— Characteristics, Factors affecting Consumer Behaviour, Principles, Importance, Consumer Behaviour Models, Buying Behaviour of Indian Consumers, 7. Product—Meaning, Concept, Definitions, Importance, Classification, Product related Policy Decisions, Product Mix, Product Line Policies and Strategies, Product Simplification and Diversification, 8. Product Planning—Meaning and Definition, Chara-cteristics, Importance, Scope, Role of Marketing Manager, Planned Obsolescence and Product Change Decision, 9. New Product Development—New Product Develop-ment Process, Importance, Principles, Failure of New Products, Problems of New Product Development, Suggestions to Prevent Failure of New Product, 10. New Product Development—New Product Develop-ment Process, Importance, Principles, Failure of New Products, Problems of New Product Development, Suggestions to Prevent Failure of New Product Packaging—Characteristics, Classification, Characteri-stics of a Good Package, Objectives of Packaging, Advantages of Packaging, Packaging Decisions, Packaging with reference to India, Lebeling, Product Design, Product Quality, Warranty, 11. Product Life-Cycle—Concept, Stages, Strategic Implications Extension, Affecting Factors, Position of Profits, Utility and Importance, 12. Pricing Decisions—Meaning, Components, Nature, Factors affecting Price Decisions or Determination, Pricing Decisions, Process, Non-Price Competition, Objectives, Pricing Strategies, Pricing Policies, Price Changes, Price Determination of a New Product, Price Determination Steps (Procedure), Pricing Methods, Importance or Advantages, Discounts and Rebates, 13. Channels of Distribution—Meaning, Types, Func-tions, Factors affecting Choice of Channels, Process of Distribution, Role or Services of Middlemen, Should the Middlemen be abolished ?, 14. Wholesaler or Wholesale Distribution of Manage-ment—Meaning, Characteristics, Types, Functions, Services, Disadvantages of Wholesaler, Should Whole-salers be removed ?, 15. Retail Distribution Management—Meaning, Chara-cteristics, Functions, Services, Retailing by Manufac-tures, Classification of Retailers—(i) Peddlers, (ii) Retail Shops, (iii) Large Scale Retailers, (iv) Miscellaneous, 16. Physical Distribution Management—Meaning, Objectives, Scope of Physical Distribution System, Factors affecting Physical Distribution System, Decision Areas in Management of Physical Distribution, Importance of Physical Distribution System, Responsi-bility of Physical Distribution, 17. Transportation—Functions of Transportation, Classi-fication of Means of Transport—Land Transport, Water Transport, Air Transport, Choice of Mode of Trans-portation, Economic Significance of Transport, 18. Warehousing—Characteristics, Objectives, Difference between Storage and Warehouse, Importance of Warehousing, Functions, Types of Warehouses—Public and Private Warehouses, Designing the Warehousing System, Advantages of Warehousing, Warehouses in India, 19. Inventory Control and Order Processing—Mean-ing and Definitions of Inventory Control, Nature, Need for Inventory, Classification of Inventory, Need for Inventory Control, Objects, Functions of Inventory Con-trol Department, Advantage of Inventory Control, A. B. C. Analysis, Determination of Economic Order Quantity, Order Processing, 20. Promotion Decisions—Meaning and Definitions, Objectives of Promotion, Need and Importance, Promo-tion Decisions, Promotion Mix, Marketing Communi-cation, 21. Personal Selling—Meaning and Definitions, Charac-teristics, Nature, Types, Selling Process, Importance of Personal Selling, Limitations or Disadvantages, 22. Advertising Management—Meaning and Defini-tions, Characteristics, Meaning of Publicity and Difference between Advertising and Publicity, Public Relations—Meaning and Definitions, Characteristics, Objectives of Public Relations, Department, Role of Public Relations in Business Organisations, Objectives of Advertising, Functions, Principles of Effective Advertising, Advantages of Advertising, Disadvantages of Advertising, Does the Advertising increase cost of Articles, Limitations of Advertising, Advertising Appropriation or Advertising Budget, Media of Adver-tising, Advertising Copy, Evaluation of Advertising Effectiveness, 23. Sales Promotion—Meaning, Definitions, Charac-teristics Relation of Sales Promotion with Advertising and Personal Selling, Difference between Advertising and Sales Promotion, Objects of Sales Promotion, Sales Promotion Department, Methods of Sales Promotion, Importance of Sales Promotion, Sales Promotion in India, 24. Rural Marketing—Concept, Importance, Characteris-tics, Rural Consumers and Rural Markets and Marketing Mix for Rural Markets, 25. Recent Development in Marketing