Principles of Marketing Notes focuses on the fundamental concepts and strategies used to understand customer needs, create value and build strong customer relationships. It covers essential topics such as market research, targeting, the marketing mix and consumer behavior.
“Principles of Marketing Notes“ By mastering these principles, individuals can contribute to the development of customer-centric products and services, achieve competitive advantage and foster brand loyalty in an increasingly complex marketplace. All notes provided by Study Hub Zone
Principles of Marketing Notes: ALL UNITS
Unit 1: Introduction to Marketing
Introduction to Marketing provides a comprehensive overview of the key concepts and practices that drive successful marketing strategies.
Unit 2: Marketing Environment and Market Segmentation
Marketing Environment and Market Segmentation focuses on understanding the external and internal factors that influence marketing decisions.
Unit 3: Consumer Behavior
Consumer Behavior examines the psychological, social, and cultural factors that influence individuals .
Unit 4: Marketing Mix (4Ps)
Marketing Mix (4Ps) is a fundamental framework in marketing that outlines the key elements businesses use to achieve their marketing objectives and satisfy customer needs.
Unit 5: Emerging Trends in Marketing
Emerging Trends in Marketing highlights the evolving strategies and technologies transforming how businesses connect with their customers in the digital age.
Syllabus: Principles of Marketing
UNIT – 1
(a) Introduction to Marketing – Definition, nature, scope, and importance
(i) Core concepts of marketing (needs, wants, demand, value, exchange)
(ii) Marketing vs. Selling
(iii) Marketing environment – micro and macro
(b) Marketing Mix:
4Ps of marketing – Product, Price, Place, Promotion
Importance of each element and their interrelationship
(c) Evolution of Marketing Concepts:
Production, product, selling, marketing, and societal concepts
UNIT – 2
Market Segmentation:
Definition and importance, Bases of segmentation – geographic, demographic, psychographic, behavioral
Targeting and Positioning:
Market targeting strategies – undifferentiated, differentiated, concentrated
Positioning – Concept, strategies, and positioning maps
UNIT – 3
Product and Branding Decisions:
Product levels, types, product life cycle – stages and strategies
New product development process
Branding – Concepts, types, brand equity, packaging, and labeling
Pricing Decisions:
Factors affecting pricing, Pricing objectives and strategies
Pricing methods – cost-based, competition-based, value-based
UNIT – 4
Distribution Decisions (Place):
Channels of distribution – Types and functions
Channel design decisions, Channel conflict and management
Role of intermediaries – wholesalers, retailers, agents
Logistics and Supply Chain Management:
Concept, importance, components of logistics
UNIT – 5
Promotion Decisions:
Promotion mix – advertising, sales promotion, public relations, personal selling, and direct marketing
Advertising – Objectives, media types, budgeting
Sales promotion techniques
Role of digital marketing and social media in modern marketing