North Western University, Khulna

Priciple of Marketing
Programme : EMBA
Course Code : 5107
1st Year 1st Semester

Marketing
01.

Chapter :

1.

a.
b.

Introduction

c.

What do you mean by Marketing ?

2
There are five alternatives concepts under which organization design and carry
out their marketing strategies, what are those concepts. Explain.
6
What is Value Proposition ?
2

2.

a.
b.
c.

What do you mean by Demarketing ?

Broadly explain the core Marketing Concepts.
What do you mean by Market Segmentation?

3.

a.
b.
c.
d.
e.
f.
g.

Core Marketing Concepts.

Marketing Management Defination.
Marketing Mix
Marketing Management Orientation.
Customer Relationship Management ( CRM)
Target Marketing.
Integrated Marketing Program.

02.

2
6
2

Chapter :Marketing Strategy & Plans :

1.
2.
3.
4.
5.
6.

Describe the Steps/Process of strategic marketing planning. (v.v.imp)

BCG Roll approach.
Product expansion grid. ( v.v.imp)
Marketing Process.
Product line diversification.
Market differentiation.

03.

Chapter : Product
01.
02.
03.
04.
05.
06.
07.

04.

What do you mean the Product and services ? (v.v.imp)

Discuss the classification of Product. (v.v.imp)
Product Line
Product Line Length
Product Mix and Product mix decision.
Discuss the nature and characteristics of a Service Marketing. ( v.v.imp)
New Product Development Process. ( v.v.imp.)

Chapter : Pricing

01. What do you mean by Pricing ? (v.v.Imp.)

02. Factor's to be considering in setting Price.
03. General Pricing Approach.
04. New Product Pricing Strategy. ( v.v.imp.)
05. Product MIX Pricing Strategy (v.v.Imp)
06. Illustricity of Demand.
07. Demand & Market.
08. Market Skimming Pricing.
09. Consideration for Market Skimming Price.
10. Market Perpetration Pricing.
11. What is Experience Curve/Learning Curve ? & Give a Example. (v.v.Imp)
12. What are the various type of cost that are considered when setting prices for a product.
Give a example. (v.v.Imp)
13. What do you mean by cost based and value based pricing? ( v.v.imp)
14. Discuss how companies adjust their prices to take into account different types of
customer's and situation ? ( Assignment & v.v.imp.)
15. Discuss the key issues related to initiating and responding to price changes. (
Assignment & v.v.imp.)

05.
01.
02.
03.
04.
05.
06.
07.
08.
09.

06.

Chapter : Marketing Channels

Supply Chain Management.
Value Delivery Network
How Channel member's add Value
How Intermediate add value
What is Marketing or Distribution Channel ?
Virtual Marketing System.
Franchise Organization & Licensing Organization
Nature and Important of Marketing Logistics.
Major Logistics Function.

Chapter : Promotion
01. What is Promotion?
02. Major Promotional Tools.
03. What is Promotional Mix.
04. What is Integrated Marketing Communication ?
05. Communication Process.
06. Steps in developing effective marketing communication?
07. Setting the total promotional Budget and Mix.
08. Promotional Mix Strategy ?