Marketing : An Introduction

1. By
ASHA S KUTTY
Asst. Professor
MD College, Pazhanji
Thrissur
MARKETING MANAGEMENT
4th & 2nd Sem BBA
University of Calicut

2. Module I-Marketing: An Introduction
 Definition – Market, Marketing and Marketing Management
 Classification of markets
 Approaches to study of marketing
 Marketing Concepts
 Modern Marketing
 Types of Marketing
 Marketing Mix
 Marketing Environment
 Service Marketing

3. DEFINITION

4. Classification of Markets
I. On the basis of geographical area
 Family market, Local market, National market, International/ World Market
II. On the basis of subject matter of sale
 Commodity Market: Produce Exchange Market, Manufactured Goods Market,
Bullion Market
 Capital Market: Capital Market Proper, Money Market, Stock Market, Foreign
Exchange Market
 Service Market
III. On the basis of mode of transaction: Spot Market, Future Market
IV. On the basis of regulation: Regulated Market, Unregulated Market

5. Classification of Markets
V. On the basis of time
 Very short period Market, Short period Market, Long period Market
VI. On the basis of nature of Competition
 Perfect Market, Imperfect Market, Monopoly Market
VII. On the basis of volume of business
 Wholesale Market, Retail Market
VIII. On the basis of position of Sellers
 Primary Market, Secondary Market, Terminal Market

6. Approaches to study of marketing
 Product/ Commodity Approach
 Institutional Approach
 Functional Approach
 Management/ Decision Making Approach
 Systems Approach
 Social Approach

7. Marketing Concepts
 Production Concept
 Product Concept
 Selling Concept
 Marketing Concept
 Social Marketing Concept