BOU MBA 1302 Principles of Marketing Index: This book has been published after being refereed for the students of the School of Business, Bangladesh Open University. Published by: Publication, Printing and Distribution Department, Bangladesh Open University, Gazipur-1705. © School of Business, Bangladesh Open University. First Published: June, 2000. Reprint: July, 2007. Computer Compose & Desk-Top Processing: Mohammad Wahiduzzaman Howlader, Md. Abdus Shahin Cover Design: Monirul Islim Printed in: Mania Art Press, 53/1 Northbrooke Hall Road, Dhaka-1100.
BOU MBA 1302 Principles of Marketing
Download the book PDF:
All rights reserved by the School of Business, Bangladesh Open University. No part of this book can be reproduced in any form without proper permission from the publisher.
Reading Instructions:
Dear Students,
You may be tempted to skip over the introduction to this textbook. However you need to understand the organisation and the features of this text if you really want to do better and have very worthwhile experiences in this course. Because this is the first course on marketing with an opportunity to learn about the Principles of Marketing.
The real focus of the course is what marketing means and how this is used by business firms. Today everyone needs a basic understanding of marketing concepts, not just those of you planning careers in business but also managing any business activities. Therefore, using marketing concept is simply a part of everyday life.
Approach of this Text:
This book will focus primarily upon modern marketing activities. However, most of the marketing concepts will also discuss to apply this concepts in economic activities of individuals, government and non-profit organizations. Throughout the course, we will cast you in many decision-making roles ranging from starving students to corporate executives.
Elements of this Textbook:
This first edition of this course is accompanied by a wide variety of in-text learning aids. Understanding their purpose should help you use them to greater advantage. Each unit starts with unit introduction and followed by a number of learning aids designed to help you study more efficiently. They are intended to illustrate a major theme of the unit in a non-technical way. This text consists of twelve units and each unit is divided into several lessons.
As you know, it is a three credit course, so you are supposed to remember that you need to study three lessons in each week to complete the whole course. Each lesson also includes a short-set of learning objectives, which are integarted with the text discussions, lesson summaries, and assignment materials. These objectives identify the main points in each unit and may help you study for exams. However, do not limit yourself to meeting these objectives. Strive to broaden your knowledge.
Assignment Materials:
One of the distinctive features of this text is the nature and variety of its assignment material. We find that students can learn much from one another. This concept, often called Collaborative learning which really works.
Discussion Questions are for written answer and exercises & activities are short assignments, usually focusing on a single concept. They are designed to illustrate those concepts quickly and clearly. You also may find them similar to the types of exercises your tutor uses on exams.
Supplementary Materials for You
We have also developed the study guide for this course in Bengali with a view to make the different concepts easier to you. It includes a summary of the key points in each unit, and a wealth of self-text materials. As an additional study-aid, we explain the each topic in detail.
Principles of Marketing (MBA 1302)
1. Marketing in a Changing World : Defining the key terms in marketing ( Needs, Wants, Demand, Products, Value, Satisfaction, Quality, Exchange, Transactions, Markets and Marketing); Importance, Scope and functions of marketing; Marketing management
philosophies.
2. Strategic Planning and the Marketing Process : Strategic planning & designing business portfolio; Marketing process; Managing the marketing effort.
3. Marketing Environment : Defining marketing environment and the company’s microenvironment; The company’s macro-environment.
4. Measuring and Forecasting Demand : Defining the market and measuring current market demand; Forecasting future demand.
5. Market Segmentation, Targeting & Positioning for Competitive Advantages : Defining deferent markets and needs for market segmentation; Market segmentation; Market targeting; Market positioning.
6. Consumer Market and Consumer Buyer Behaviour : Factors affecting consumer behaviour; Types of buying decision behaviour; The buyer decision process; The buyer decision process for new products.
7. Designing Products: Products, Brands, Packaging and Service : Definition & classification of product; Individual product decisions (Product attributes, branding, packaging labelling, product support services); Product line & product mix decision; Product life cycle and marketing strategies.
8. Pricing Product: Pricing Consideration and Approaches : Factors to be considered in pricing; General pricing approaches.
9. Placing Products- Distribution Channel and Logistics Management: The nature of distribution channel; Channel behaviour and organisation; Channel design decisions; Channel Management decisions; Physical distribution and logistics management.
10. Placing Products- Retailing and Wholesaling : Retailing & types of retailing; Retailer marketing decisions; Wholesaling & types of wholesaling; Wholesaler marketing decisions.
11. Promoting Product- Advertising, Sales Promotion, Public Relation and Personal Selling: Advertising; Sales Promotion; Public Relations; Role of personal selling and managing the sales force; Principles of personal selling.
12. Marketing Services, Organisations, Persons, Places and Ideas: Service marketing; Marketing of organisations, Persons, Places and ideas.
Reference Books :
1. Philip Kotler and Gary Aramstrong – Principles of Marketing, Seventh Edition, Prentice-Hall of India Pvt. Ltd., New Delhi, 1997.
2. William J. Statnton and others – Fundamentals of Marketing, Tenth Edition, McGraw-Hill, Inc., Singapore, 1994.
3. Joel R. Evans and Barry Berman – Marketing, Third Edition, Macmillan Publishing Co. New York, 1987.
4. Paul S. Busch and Michael J. Houston – Marketing, Strategic Foundations, Rich and D. Irwin, Inc., Homewood, Illinois, 1985.