
PREFACE
University of Calcutta
Paper 2.2 (Chg): Principles of Marketing and E-commerce
Common paper for B.Com. (Honours and General)
MODULE I: 50 MARKS
Principles of Marketing
Unit I
Marketing: meaning, importance, marketing concepts: traditional vs modern; analysis of marketing
environment—demographic, political, economic, socio-cultural, natural, technological and legal; grow-
ing relevance of marketing in India; impact of global marketing
(10 classes/10 marks)
Unit II
Market Segmentation : concept, target market, bases of market segmentation: factors infl uencing
choice of bases, ideas about customer base, market share and niche ...