Unit XI: Marketing

• Marketing – meaning, functions, role.

• The distinction between marketing and selling.

• Marketing mix – concept and elements:

– Product – nature, classification, branding, labeling, and packaging

 – Physical distribution: meaning, role; Channels of distribution, – meaning, types, factors, determining the choice of channels.

 – Promotion – meaning and role, promotion mix, Role of Advertising and personal selling; objections to Advertising.

– Price: factors influencing pricing.