Essentials of Marketing

Marketing aims at finding out what consumers want, then planning and developing a product or service that will attract consumers. It also ensures that the right product is available at the right place and at the right price. More often than not, modern marketing – through an aggressive advertising campaign – tries to create a demand for a product or service that consumers are encouraged to buy in order to make a change in their lifestyle.

Content

1. Market and Marketing
   1. Meaning of market
   2. Marketing
   3. Objectives of Marketing
   4. Importance of Marketing to the Society
   5. Merchandising
   6. Selling
   7. Distribution
   8. Goods
   9. Services
   10. Modern Marketing
   11. Features of Modern Marketing
2. Marketing System
   1. Definition
   2. Marketing Process
3. Marketing Functions
   1. Classification:
4. Pricing
   1. What is Price?
   2. Pricing Objectives
   3. Procedure for Price Determination
   4. Price Leader
   5. One price or Variable Price
   6. Resale Price Maintenance
5. Branding and Packaging
   1. Branding
   2. Packaging
6. The Promotional Programme
   1. Forms of Promotion
7. Sales Promotion
   1. Importance of Sales Promotion
   2. Objectives of Sales Promotion
   3. Kinds of Sales Promotion
8. Advertising
   1. What is Advertising?
   2. Objectives of Advertising
   3. Functions of Advertising
   4. Advantages of Advertising
   5. Advertising Media
9. Personal Selling
   1. Objectives of Personal Selling
   2. Duties of a Salesperson
   3. Qualities of a successful Salesperson
   4. Sales Personality
   5. Features of Personal Selling
   6. Process of Personal Selling
10. Sales Forecast
    1. Factors affecting a Sales Forecasting
    2. Methods of Sales Forecasting
    3. Categories of Sales Forecast
11. Marketing of Consumer Goods
    1. Characteristics of Consumer Goods
    2. Classification of Consumer Goods
    3. Channels of Distribution
12. Marketing of Industrial Goods
    1. Classification of Industrial Goods
13. References
14. The Author