Principles and Practice of Marketing KNEC Pdf notes

Principles and Practice of Marketing notes KNEC


TOPIC 1: NATURE AND SCOPE OF MARKETING

  • Meaning of marketing
  • Goals of marketing
  • Marketing philosophies
  • Historical development of marketing
  • Role of marketing in economic development

TOPIC 2: MARKETING INFORMATION SYSTEMS

  • Meaning of marketing information systems
  • Sources of marketing information
  • Market decision making process
  • Marketing intelligence

TOPIC 3: MARKETING MIX

  • Definition of marketing mix
  • Elements of marketing mix
  • Importance of marketing mix
  • Factors affecting marketing mix elements


TOPIC 4: PRODUCT

  • Meaning of a product
  • Product classification
  • New product development process
  • Product adoption process
  • Product adoption categories
  • Product life cycle

TOPIC 5: PRICE /PRICING

  • Meaning of price
  • Importance of price
  • Pricing objectives
  • Pricing methods
  • Factors affecting pricing

TOPIC 6: PLACE/DISTRIBUTION/TRANSPORTATION

  • Meaning of place
  • Importance of distribution
  • Channels of distribution
  • Functions performed by distribution channels
  • Role of ICT in distribution

TOPIC 7: PROMOTION/INTEGRATED MARKETING/COMMUNICATION MIX

  • Meaning of promotion
  • Importance of promotion
  • Promotion mix elements

TOPIC 8: CUSTOMER CARE

  • Meaning of customer care
  • Role of customer care
  • Areas of customer care services
  • Sources of customer complaints.

TOPIC 9: EMERGING TRENDS AND ISSUES IN MARKETING

  • Emerging trends and issues in marketing
  • Challenges posed by the emerging trends and issues
  • Ways of coping with the challenges posed by the emerging trends and issues

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