Definition of market and marketing – Importance of marketing-Features and Object of Marketing – Role of Marketing in economic development – Modern Marketing concept-Global Marketing- E-Marketing- Telemarketing

Marketing functions-Exchange functions – Buying – Selling – marketing Information and Research: Meaning – Importance – MIS – Marketing Research – Objectives –Procedure – Types – methods of Data collection – Limitations – Marketing Segmentation – Marketing Mix: Meaning – Definitions – Elements – problems – Product: Meaning – Classification – Product Policies – Product planning and development - product line – product mix – product life cycle- new product planning – price: meaning - Importance – pricing – pricing objectives – factors affecting pricing decision – procedure for pricing determination – kinds of pricing

Physical function: Transportation – Storage – Physical Distribution: Definition – Importance – Types – Middlemen in Distribution –Agent Middlemen – Functions – Kinds – Merchant Middlemen – Functions – Wholesalers – Characteristics – Retailers – Functions - Types

Facilitating Function – Promotion: Sales promotion – Definition – Importance – Objectives Growth – Advantages – Kind- Limitation – Advertising; Introduction – Evolution – Definition – Features – Objectives – Functions –Importance –Kinds Advertising Copy – Kinds of Media – Personal Selling: Objectives – Importance – Types of salesman.

Branding: Meaning – Reason for Branding – Conditions favourable of Branding – Functions – Features – Types of Brand Advantages and Disadvantages – Packaging: Meaning – Growth – Characteristics – Types – Marketing Risk: causes – Handling the risks – Preventions Reduction – Shifting – Standardization: Meaning – Elements – Importance – Significance – Benefits – Grading: Meaning – Types of grading