Marketing has become essential in all sectors of business like agriculture, industry, banking, insurance, hospitals, and other social organizations. It has become the subject of serious concern, discussion and application in national as well as in international arena. These days, marketing has been followed not only as a business strategy but also as a business tactics to win the confidence of customers in a more competitive arena. A large number of industrial and commercial undertakings came into existence in the country. As a result, Nepalese business sector has become more complex. This situation has created a greater demand for the implementation of marketing philosophy in the country not only in the business and education sectors of Nepal, but also in daily life of consumers.
The curriculum has been structured for two years as for Grade 11 and 12. The course in Grade 11 basically includes the general areas of marketing; whereas, the course designed for Grade 12 includes basically the components of marketing mix, which if properly integrated, gives a suitable marketing program to marketers for making right decision in marketing fields.
Chapter Summary of Marketing (New NEB Curriculum syllabus Class 11 and 12) | |
Class 11 | Class 12 |
| 1. Introduction to Marketing | 1. An Overview of Marketing |
| 2. Evolution of Marketing Concept | 2. Product |
| 3. Marketing Mix and Its Components | 3. Pricing |
| 4. Components of Marketing | 4. Distribution/Place |
| 5. Marketing Functions | 5. Promotion |
| 6. Marketing Environment | 6. Emerging Issues in Modern Marketing |
| 7. Buyer Behaviour and Buying Decision | 7. Marketing Ethics and Social Responsibility |
| 8. Marketing Information System | 8. Developing Salesmanship Skill |
| Unit | Contents |
| 1. Introduction to marketing (18 hour) | 1.1 Meaning and definition of marketing 1.2 Core concepts of marketing 1.3 Historical development of marketing 1.4 Status/position of customer in marketing 1.5 Approaches to the study of marketing 1.6 Importance of Marketing |
| 2. Evolution of Marketing Concept (12 hour) | 2.1 Reasons for developing marketing concept 2.2 Various types of marketing concept – Production Concept Product Concept Selling Concept Modern Marketing Concept Societal Marketing Concept Holistic marketing concept 2.3 Case study method |
| 3. Marketing Mix and Its Components (12 hour) | 3.1 Meaning and definition of marketing mix 3.2 Elements or components of marketing mix Product mix Price mix Promotion mix Place mix Process mix People mix Physical evidence mix 3.3 Importance of marketing mix 3.4 Case exercise on marketing mix |
| 4. Components of Marketing (14 hour) | 4.1 Concepts of market (place concept, area concept and demand concept) 4.2 Types and features of market 4.3 Features of Nepalese market 4.4 Customers 4.4.1 Concept and classifications - Individual (non-institutional) and institutional (organizational) buyers 4.4.2 Buying motives of customers: Meaning and types 4.5 Demand: Concept of needs, drive, wants, and demand- Creation of demand 4.6 Marketing process: Concept and structure, key players in marketing |
| 5. Marketing Functions (24 hour) | 5.1 Merchandizing function 5.1.1 Buying: Meaning, nature and elements; methods of buying 5.1.2 Selling: Meaning, nature and elements of selling 5.2 Components of distribution function: 5.2.1 Meaning, methods of distribution and type of marketing intermediaries 5.2.2 Methods of distribution (Direct and Indirect distribution) 5.2.3 Types of marketing intermediaries Agents – Meaning, types (manufacturer's agent, sole agent, commission agent/ full-service agents and limited- service agents) and functions Wholesalers – Meaning, types (merchant wholesalers, agent wholesalers, manufacturer-wholesaler or manufacturers' sales branches) and functions Retailers – Meaning, types (traditional shops, departmental stores, super market, mall, multiple shops/chain stores, consumers’ cooperatives and mail order business and functions 5.3 Facilitating Functions: Grading, standardization, financing, risk bearing, information and salesmanship 5.4 Field visit and class presentation |
| 6. Marketing environment (16 hour) | 6.1 Meaning and definition of marketing environment 6.2 Features of marketing environment 6.3 Components of marketing environment: Internal and external 6.4 General impacts of marketing environment on a firm’s marketing activities 6.5 Market visit and survey |
| 7. Buyer Behaviour and Buying Decision (12 hour) | 7.1 Meaning and features of buyer and buyer behaviour 7.2 Need for understanding buyer behaviour 7.3 Buying process of individual buyer or consumer buying process 7.4 Buying process of an organization or organizational buying process 7.5 Market visit and conduct survey 7.6 A case study on buyer behaviour |
| 8. Marketing Information System | 8.1 Meaning and definition of marketing information system 8.2 Features of marketing information system 8.3 Importance of marketing information 8.4 Elements of components of marketing information system: Internal records system; Marketing intelligence system; Decision support system; Marketing research – Meaning, features, and process; |
| Unit | Contents |
| 1. An Overview of Marketing (2 hour) | 1.1 Concept and importance of marketing, |
| 2. Product (20 hour) | 2.1 Meaning and definition of product 2.2 Levels of product 2.3 Classification of products; Consumer and industrial products – Types of consumer and industrial goods and their features 2.4 Branding: Meaning of brands and trade mark; Importance of branding; Types of brands; Reasons for not branding products; qualities of good branding 2.5 Packaging: Meaning and features, functions, levels, types of package, importance of packaging 2.6 Labeling: Meaning, types and functions of labeling 2.7 Field/industrial visit and class presentation |
| 3. Pricing (12 hour) | 3.1 Meaning and definition of price and pricing 3.2 Forms of price 3.3 Objective of pricing: Profit-oriented, sales-oriented, and status quo objective 3.4 Importance of pricing – to the firm, customers, society and nation 3.5 Pricing allowances and discounts: Meaning and types 3.6 Factors affecting pricing: Internal and external factors |
| 4. Distribution/Place (22 hour) | 4.1 Meaning and definition of distribution 4.2 elements of distribution: Distribution structure, channels of distribution (Review of agents, wholesalers and retailers) and physical distribution 4.3 Distribution structure for consumer and industrial products 4.4 Channel conflicts and conflicts resolution/settlement – Resolution through mitigation, conciliation, arbitration, and litigation 4.5 Physical distribution and logistics management: Meaning, objective and components 4.6 Importance of transportation in distribution system 4.7 Importance of warehousing in distribution system 4.8 Field visit and class presentation |
| 5. Promotion (20 hour) | 5.1 Meaning and definition of promotion 5.2 Objective or role of promotion in marketing 5.3 Importance of promotion 5.4 Components of promotion/promotion-mix: Advertising, personnel selling, sales promotion, publicity, and public relations 5.5 Advertising: Meaning, features and importance of advertising; types of advertising, advertising media and social media 5.6 Personal Selling: Meaning and importance, types of sales process: indoor sales and outdoor sales 5.7 Sales Promotion: Meaning and importance of sales promotion; methods of consumer promotion and trade promotion 5.8 Publicity and public relations: Meaning, features, tools, and importance of publicity and public relations |
| 6. Emerging Issues in Modern Marketing (20 hour) | 6.1 Agriculture marketing: Meaning and features; problems and prospects of agricultural marketing in Nepal 6.2 Industrial marketing: Meaning and features; problems and prospects of industrial marketing in Nepal 6.3 E-commerce/Internet marketing: Concept and method of e- commerce; meaning and features of internet marketing; use or importance of internet in business 6.4 Telemarketing and televised marketing: Meaning and features of telephone and televised marketing; problems and prospects of televised and telemarketing in Nepal 6.5 Other special fields of marketing – Services marketing Export marketing International marketing Global marketing 6.6 Field visits and class presentation |
| 7. Marketing Ethics and Social Responsibility (12 hour) | 7.1 Meaning of marketing ethics and social responsibility 7.2 Ethical behaviour in marketing Morality Ethical decision making Ethical guidelines 7.3 Social marketing functions Survival Profitability Services to customers Obligations towards employees, the community, customers, and the public Eco-friendly activities 7.4 The cost of ignoring social responsibility Rejection of company's products by customers and society Damage of company goodwill Barriers to organizational growth |
| 8. Developing Salesmanship Skill (12 hour) | 8.1 Meaning and definition of salesmanship 8.2 Origin and development of salesmanship – The ancient persuasive act, origin of markets for exchange, origin of travelling salesman, emergence of shops, influence of guilds regulations, origin of commercial adventurer, emergence of honesty in selling, creation of buyers' awareness, and increasing importance of consumers 8.3 Role of salesmanship in marketing 8.4 Salesmanship as a science, an art, or a profession 8.5 Selling as a psychological phenomenon 8.6 Qualities of a good salesman for successful selling – Sales personality, physical traits, mental traits, social traits, and character traits |