Microenvironment

Fundamentals of Marketing

• 1 Introduction

  • Marketing and customer needs
  • Marketing orientations
  • Customer relationship management
  • Customer engagement and value
  • Marketing mix
• 2 Marketing Environment

  • Environmental foundations
  • Microenvironment
  • Macroenvironment
• 3 Managing Marketing Information

  • Information systems and needs
  • Information development and use
  • Research and Nepalese MIS
• 4 Understanding Buyer's Behaviors

  • Consumer markets and behavior
  • Business markets and behavior
  • Digital business buying
• 5 Market Segmentation, Targeting, Differentiation and Positioning

  • Segmentation foundations
  • Consumer segmentation
  • Business segmentation
  • International segmentation
  • Market targeting
  • Differentiation, positioning and Nepal
• 6 Product, Service and Brands

  • Products and classifications
  • Product decisions
  • Services
  • Brand building
  • New products and life cycle
• 7 Pricing

  • Price and value-based pricing
  • Cost and competition-based pricing
  • Pricing determinants
• 8 Marketing Channels

  • Channel foundations and design
  • Retailing and wholesaling
  • Channel members
  • Logistics and supply chain
  • Nepalese distribution
• 9 Promotion Decision

  • Promotion and communication
  • Advertising and sales promotion
  • Personal selling and public relations
  • Digital and experiential promotion
  • Integrated communication and Nepal