3.CHAPTER 3 TO 6

3. "The marketing environment"

      3.1 marketing environment, meaning and components.
      3.2 environmental scanning and analysis.
     3.3 mapping the marketing environment.
     3.4 Indian marketing environment.

4. " market segmentation and consumer behaviour"

      4.1 market segmentation meaning and definitions.
      4.2 benefits of market- segmentation.
      4.3 the bases for market- segmentation.
      4.4 requisites of Sound marketing segmentation strategy.
      4.5 level of market segmentation.
      4.6 selecting a viable marketing segmentation strategy.
      4.7 market integration and market orchestration.
      4.8 consumer behaviour.
      4.9 need, significance or importance for studying consumer behaviour.
      4.10 the consumer buying Decision Process.
      4.11 steps in buying process:
      4.12 buyer behaviour models or theories of consumer buying behaviour.
      4.13 determinants of consumer behaviour / or factor influencing consumer buying behaviour.
      4.14 consumer buying motives.

5. " the marketing mix"

      5.1 marketing mix meaning and concepts.
      5.2 the elements of marketing mix.
      5.3 benefits and importance of marketing mix.
      5.4 expanded marketing mix for services.
      5.5 factors affecting the marketing mix

6." product related concepts"

      6.1 product meaning and concept.
     6.2 product characteristics
     6.3 product classification
     6.4 product port-folio
     6.5 product-line
     6.6 product Positioning
     6.7 product life-cycle
     6.8 prospects problems of product life-cycle concept
     6.9 product planning, meaning and objectives
     6.10 components of product planning
     6.11 new product development
     6.12 steps in new product development
     6.13 why new product fails ?
     6.14 how to achieve success in new product development
     6.15 branding packaging and labelling.