From this module we shall discuss the following points:
UNIT-I Introduction to Marketing and Marketing Management, Marketing Concepts - Strategic, Management and Marketing Process - Marketing environment. - Consumer Markets and buying behavior - Market segmentation and targeting and positioning marketing mix.
UNIT-II Product decisions - the concept of a product - Product mix decisions - Brand decision - New product development strategies - Product life cycle strategies. UNIT-III Price Decisions - Pricing objectives - Pricing policies and constraints - Different pricing method product line pricing and new product pricing.
UNIT-IV Channel decision - Nature of Marketing channels - Types of Channel flows - Channel functions - Channel co-operation, conflict, and competition - Direct Marketing ¬Telemarketing - Internet shopping.
UNIT – V
Promotion Decision - Promotion mix - Advertising Decision, advertising objective
¬advertising campaign - advertisement effectiveness sales promotion & publicity - Sales
force decision.
- Module Team: MUZUNGU SHYAKA Eric