Definition of Marketing - Marketing Management- Marketing concept –Importance of marketing in developing countries - Functions of Marketing – Marketing environment: various environmental factors affecting the marketing function, Global Marketing, Tele Marketing.

Market Segmentation of different bases and Market Structure ,The Product-Marketing characteristics -consumer goods-industrial goods- Product policy - Product Life Cycle (PLC) – Marketing mix - modification & elimination – Packing - Developing new Products- strategies, Product Mix.

Pricing: Meaning - Pricing policies – Objectives -Factors influencing pricing decisions - Competitors action to price changes - multiproduct pricing - Marketing risks-Branding- Meaning- Brand image- Brand equity

Advertising-Meaning-importance-objectives-media-forms of media, Sales promotion: Meaning-methods, Personal selling.

Marketing and Government –Bureau of Indian Standards – Role and Importance -AGMARK – Functions - Consumerism – Consumer Protection – Rights of consumers- Green Marketing