Microsoft Word marketing doc

I N D E X
 
Sl.No.
TOPIC 
Page Nos. 
From
To 
UNIT-I INTRODUCTION 
1 
to 
12 
1. 
Nature and scope of marketing 
2. 
Importance of marketing 
3. 
Meaning of marketing 
4. 
Evolution 
of 
marketing 
5. 
Marketing 
process 
6. 
Difference between marketing and selling 
7. 
Contribution of marketing to the society 
UNIT-II 
MARKETING 
FUNCTIONS 
13 
to 
17 
1. 
Marketing 
functions 
2. 
Concentration 
3. 
Dispersion 
4. 
Equalisation 
5. 
Buying and Selling 
6. 
Transportation 
& 
Storage 
7. 
Standardisation and Grading 
8. 
Financing 
9. 
Risk Management and Insurance 
10. 
Marketing Information and Promotion 
UNIT-III 
SELLING 
18 
to 
43 
1. 
Meaning and Importance 
2. 
Characteristics of Indian Marketing 
3. 
Product 
planning and development 
4. 
Consumerism 
5. 
Characteristics of Consumer 
6. 
Industrial and service markets in India 

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149
Sl.No.
TOPIC 
Page Nos. 
From
To 
UNIT-IV 
MARKETING 
MIX 
44 
to 
75 
1. 
Concept and elements of marketing mix 
2. 
Product 
classification 
3. 
Branding 
4. 
Packing 
5. 
Concept of product life cycle 
6. 
Physical 
distribution 
7. 
Pricing 
UNIT-V CHANNELS 
OF 
DISTRIBUTION 76 to 127 
1. 
Meaning and functions of channels of
distribution 
2. 
Types of middle men 
3. 
Channels used for consumer and
Industrial 
goods 
4. 
Importance of warehousing - types 
5. 
Transportation - Modes 
UNIT-VI 
MARKETING 
INFORMATION 
128 
to 
143 
1. 
Importance 
2. 
Methods of collecting Market Information 
3. 
External sources of information 
4. 
Organising 
and 
analysing information for
improving 
sales 
5. 
Obtaining information through
Direct 
Marketing 
Research 
REFERENCE 
BOOKS 
144 
GLOSSARY
145 
to 
147 

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150
P R E F A C E
 
The Government of India has introduced the Vocational Education in our 
country in the year 1976 at +2 stage and the Government of Andhra Pradesh 
has introduced the Vocational Education at +2 stage from the Academic year 
1979-1980. 
The Board of Intermediate Education, A.P., Hyderabad has introduced 
many number of Vocational Courses in the various faculties. One among them 
is the “Marketing & Salesmanship”. 
The Restructured vocational curriculum has come into force from the 
Academic year 2000-2001 and the “Elements of Marketing” subject was 
introduced to Intermediate first year Marketing & Salesmanship vocational 
course. 
We are happy to present this book “Elements of Marketing” before the 
hands of our readers both students and teachers. Marketing subject itself is a 
very vast subject and it has been gaining a predominant role with the advent of 
mass production and globalisation of economic activity. 
We tried our best to bring the book in a simple and lucid style in a 
systematic order at the Intermediate standard. 
We hope this book will meet the needs of the students of first year 
Marketing & Salesmanship vocational course and can be of a great asset to 
them. 
Valuable suggestions and constructive comments from all quarters will 
be most appreciated. 
-
Authors

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151
 
INTERMEDIATE VOCATIONAL EDUCATION 
FIRST YEAR 
ELEMENTS OF MARKETING
 
Authors :
 
M. THUKARAM KOTHWAL
 
M.Com., M.Phil.,
Lecturer in Commerce (State Awardee)
 
Giriraj Govt. College 
Nizamabad Dist. 
KONKATI MAHADEV
 
M.Com., 
M.Phil.,
Junior Lecturer in Commerce 
Govt. Junior College 
Saroor Nagar, R.R. District 
Editor :
 
PROF. H. VENKATESHWARLU
 
M.Com., 
M.Phil, 
Ph.D.
Dean, Faculty of Commerce, 
Department of Commerce, 
Osmania University, Hyderabad.