Chapter Summary of Marketing (New NEB Curriculum syllabus Class 11 and 12)

Class 11

Class 12

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

2.1  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

3.1  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

4.1  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

5.1  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

6.1  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

7.1  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

8.1  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;

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

3.1  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

4.1  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

5.1  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

6.1  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

7.1  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

8.1  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