PRINCIPALS OF MARKETING
INTRODUCTION:
This course will equip the students with an understanding of the basic principles of marketing
as to become effective worker in today’s highly competitive market driven economy.
Specification Grid:
PART CHAPTERS
I 1. The field of Marketing.
2. The Dynamic Marketing Environment.
3. Marketing Research and Information.
4. Consumer Market and Buying Behavior.
II 5. Business Markets And buying Behavior.
6. Market Segmentation and Target Market Strategies.
7. Product Planning and Development.
III 8. Product Mix Strategies.
9. Brands, Packing and other product Features.
10. Price Determination.
IV 11. Channels of Distribution.
12. Retailing.
13. Wholesaling and Physical Distribution.
14. The Promotional Program.
Notes to the Specification Grid:
1. The question paper shall comprise 8 Questions.
2. There shall be 4 parts of the Questions paper as above and every part shall contain
two Questions.
3. Each question shall carry (20) marks.
4. Student shall be required to attempt (5) question in all by selecting at least (1)
question from each part.
5. Question may be set from outside the Prescribed and Suggested books.
6. Questions if deemed necessary by the examiner may be fragmented into parts not
exceeding four in number.
7. No questions shall contain theory in excess of (8) marks.
EVALUATION CRITERIA.
1. Answer shall be evaluated on the basis of correct language and the subject matter.
COURSE OUTLINE
PART-I
1. The field of Marketing.
i) Nature and scope of marketing.
ii) Evolution of marketing.
iii) The marketing Concept.
iv) Quality in Marketing.
v) Importance of Marketing.
2. The Dynamic Marketing Environment.
i) Environment Monitoring.
ii) External Macro-environment.
iii) External Microenvironment.
iv) Organization’s internal environment.
3. Marketing Research and information.
i) The marketing research function.
ii) Marketing information systems.
iii) Decision support system.
iv) Databases.
v) Marketing Research.
4. Consumer markets and buying behavior.
i) The consumer market.
ii) The consumer decision-making process.
PART-II
5. Business market and buying behavior.
i) Nature and scope of business market.
ii) Components of the business market.
iii) Characteristics of business market demand.
iv) Determinates of business market demand.
v) Business buying behavior.
6. Market segmentation and target market strategies.
i) An overview of market segments and target markets.
ii) Market segmentation.
iii) Ultimate consumer and business markets……. The first cut.
iv) Segmenting consumer market.
v) Segmenting business markets.
vi) Target-market strategies.
vii) Forecasting marketing demand.
7. Product planning and development.
i) The meaning of Marketing Mix.
ii) The meaning of product.
iii) Classification of products.
iv) Importance of product innovation.
v) Development of new products.
vi) New-product adoption and diffusion.
vii) Organizing for product innovation.
PART-III
8. Product mix Strategies.
i) Product mix and product line.
ii) Product mix strategies.
iii) The product life cycle.
iv) Planned obsolescence and fashion.
9. Brands, Packaging and other product features.
i) Brands.
ii) Branding strategies.
iii) Packaging.
iv) Labeling.
v) Other want satisfying features.
10. Price determination.
i) Meaning of price.
ii) Importance of Price.
iii) Pricing objectives.
iv) Cost-plus pricing.
v) Break-even analysis.
vi) Prices based on marginal analysis.
vii) Price set in relation to market alone.
viii) Discounts and allowances.
PART-IV
11. Channels of distribution.
i) Middlemen and distribution channels.
ii) Designing distribution channels.
iii) Selecting the type of channel.
iv) Determining the intensity of distribution.
v) Conflict and control in channels.
12. Retailing.
i) Nature and importance of retailing.
ii) Retailers classified by form of ownership.
iii) Retailers classified by marketing strategies.
iv) Non-store retailing.
13. Wholesaling and physical distribution.
i) Nature and importance of wholesaling.
ii) Merchant wholesalers.
iii) Agent wholesaling middlemen.
iv) Nature and importance of physical distribution.
v) Tasks in physical distribution management.
14. The promotional program.
i) Nature of Promotion.
ii) The purpose of promotion.
iii) Determining the promotional mix.
iv) The campaign concept.
v) The promotional budget.
PRESCRIBED BOOK:
1. Fundamentals of Marketing: William j. Stanton, McGraw Hill Book Co.
PRINCIPLES OF MARKETING
MODEL PAPER
Time Allowed: 3 hours Max Marks: 100
Note:
1. Attempt any five questions by selecting at least one from one from each part.
2. All question carry equal marks.
Part –I
1. Write a detailed note on the field of Marketing. Whereby highlighting its
Definition, nature and importance. (20) Marks.
2. What dose Marketing Environment mean? What factors affect it?
Explain in detail. (5+15) Marks.
Part –II
3. What is market segmentation? Why markets are segmented? Discuss in
Detail at least three possible bases for business market segmentation on
Pakistan. (5+4+3+3+3) Marks.
4. Define the narrow as well as broad concept of product .Also discuss in detail the process of
new product development. (5+15) Marks
Part –III
5. What is difference between product –Mix and Product _line? What different
Strategies a company to brand its products? (6+14) Marks
6. Bring out the difference between a labeling and packing. what different
Strategies are available to a company to brand its products?
(5+15) Marks
Part –IV
7. What dose a channel of distribution mean? A company should consider what
Factors before adopting any specific channel? Can a company adopt more?
Than one channel for the same product if so why? (5+10+5) Marks.
8. What is retiling? What possible bases are available to classify retailers in Pakistan? Describe
the characteristics of each in detail. (5+5+10) Marks.
