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Retail Selling & Marketing [1]

Paper Code: 
RTM 132
18.00
Unit I: 

Marketing: Meaning of marketing philosophies and concepts, selling Vs marketing, marketing Mix, Marketing Process, Market Segmentation

18.00
Unit II: 

Product – Concepts, levels of product, product life cycle, New product development process, product line concepts, Product line policies, Product standardization Vs Product Adaptation

18.00
Unit III: 

Pricing – Pricing objectives, Pricing methods and policies, factors influencing pricing.

18.00
Unit IV: 

Channels of distribution – Levels of distribution channels, factors influencing selection of distribution channels. Physical distribution concepts, functional areas of physical distribution.

18.00
Unit V: 

Promotion: Advertising, Sales promotion, Public relations, Personal selling, Direct Marketing.

References: 
  1. Kotler, Philip and Keller, Kevin Lane, Marketing Management, Pearson Education.
  2. Varshney R.L. and Gupta, S.L. Marketing Management- An Indian Perspective, Sultan Chand and Sons.
  3. Ramaswamy, V.S. and Namakumari, Marketing management: planning implementation and control.
  4. Kotler, Philip and Armstrong, Principles of marketing, Prentice Hall of India.
  5. Stanton, William, J. Fundamentals of Marketing, New York, McGraw Hill, 1994
Academic Year: 
2018-2019 [2]

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Links:
[1] https://www.management.iisuniv.ac.in/courses/subjects/retail-selling-marketing
[2] https://www.management.iisuniv.ac.in/academic-year/2018-2019