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MARKETING AND RETAILING [1]

Paper Code: 
MTX-324
Credits: 
3
Contact Hours: 
45.00
Max. Marks: 
100.00
Objective: 

To develop an insight into the textile market among the students

To provide comprehensive knowledge about marketing mix

9.00
Unit I: 
  • Marketing: Introduction to marketing, overview of marketing process and marketing in modern economy.
  • Trends in marketing environment.
  • Market research: Understanding Consumer market trend, Overview of market research process and research design
9.00
Unit II: 
    • Product Decision
      • Concept of product, clarification of product development,
      • Product positioning, segmentation and targeting
      • Branding, packaging and labeling                                                                         
    • Price decision

            Factor affecting price determination                                

9.00
Unit III: 
  • Distribution channels and physical distribution decision
  • Nature and function of distribution channels
  • Promotion decision- 4Ps of Promotion mix
9.00
Unit IV: 
  • Meaning and Definition, Social and economic Significance of retailing, Opportunities in retailing, characteristics of retailing
  • Historical perspective of Retail in India
  • Types of retailers
  • Service Retailing
  • Ethics and social responsibility
     
9.00
Unit V: 

Retail Strategy:

  • Meaning and Definition, building sustainable competitive advantage, growth strategies, global growth strategies, retail planning process
  • Retail Value Chain
Essential Readings: 
  1. Green, Wood., Fashion Innovation and Marketing, Macmillan Press Ltd. London, 2003.
  2. Kotler, P. Principles of Marketing, Prentice Hall, 2003.
  3. Levy.M., Weitz.B.A., Pandit.A.; Retailing Management, Tata McGraw Hill, 6th Edition, 2008.
  4. Chetan Bajaj, Rajnish Tuli, Nidhi V. Srivastava; Retail Management, Oxford University Press.
Academic Year: 
2015-16 [2]

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Source URL: https://fashiontextile.iisuniv.ac.in/courses/subjects/marketing-and-retailing

Links:
[1] https://fashiontextile.iisuniv.ac.in/courses/subjects/marketing-and-retailing
[2] https://fashiontextile.iisuniv.ac.in/academic-year/2015-16