1. Approaches to Marketing
1.1 Marketing and Marketing Management
1.2 Importance of Marketing
1.3 Various Approaches to Marketing
1.3.1 Internet Marketing
1.3.2 Relationship Marketing
1.3.3 Green Marketing
1.3.4 Viral Marketing
1.3.5 Ambush Marketing
1.4 Consumer Behaviour
1.5 Marketing Planning and Strategy
1.6 Marketing and Globalisation
1.6.1 Dimensions and Features of Globalisation
1.6.2 Globalisation and Developing Countries
1.7 Marketing Research
2. Market Environment and Segmentation
2.1 Marketing Environment
2.1.1 Micro Environment
2.1.2 Macro Environment
2.2 Market Segmentation
2.2.1 Criteria for Segmenting
2.2.2 Methods for Segmenting Consumer Markets
3. Rural Marketing in India
3.1 Growing Importance of Rural Markets
3.2 Phases of the Growth of Rural Markets
3.3 Saturation of Urban Markets
3.4 Peculiarities of Rural Markets
3.4.1 Distinction between Rural and Urban Areas
3.5 Problems in Rural Marketing
3.5.1 Widely Scattered Villages
3.5.2 Low Level of Literacy
3.5.3 Heterogeneity
3.5.4 Language Diversity
3.5.5 Unstable and Seasonal Demand
3.5.6 Inadequate Bank and Credit Facilities
3.5.7 Lack of Infrastructure
3.5.8 Inadequate Expertise
3.5.9 Evolving Rural Consumer
4. Marketing of Services–I
4.1 India’s Growing Services Sector
4.2 Characteristics of Services
4.3 Banking Services
4.3.1 Collection and Processing of Cheques
4.3.2 Grievances Redressal Mechanism
4.3.3 Settlement of Claims of Deceased Depositors
4.3.4 Door-step Banking
4.3.5 Banking Codes and Standards Board of India
4.3.6 Remittance Facility to NRIs/PIOs
4.3.7 Shifting of Branches/Offices in Public Interest
4.3.8 Service Branches/Regional Collection Centres
4.3.9 National Electronic Fund Transfer (NEFT)
4.3.10 ATM Networks
4.3.11 Credit Cards
4.3.12 Satellite Banking
4.4 Insurance Services
4.4.1 From State Monopoly to Competition
4.4.2 Changes in the Nature and Structure of Products
4.4.3 Broad-based Marketing of Insurance Products
4.4.4 Rising Service Levels
4.4.5 Increased Penetration in the Rural and Social Sectors
4.4.6 Micro Insurance
4.5 IT and IT-enabled Services
4.5.1 Strategies of Indian IT Companies
5. Marketing of Services–II
5.1 Retail Trading Services
5.1.1 Modernization of Retailing
5.1.2 Nature of Retail Trading in India
5.1.3 Foreign Direct Investment (FDI) in Retailing
5.1.4 Organized versus Unorganized Retailing
5.1.5 Challenges Facing Organized Retail Sector
5.2 Tourism
5.2.1 Importance of Tourism
5.2.2 Beach Tourism
5.2.3 Conference Tourism
5.2.4 Entertainment for Tourists
5.2.5 Maintenance of Heritage Sites
5.2.6 Infrastructure Development of Tourist Sites
5.2.7 Twelfth Five Year Plan (2012-17) on Tourism
5.3 Healthcare Services
5.3.1 Growth of Private Sector in Healthcare
5.3.2 Medical Value Travel in India
6. Marketing Problems of Small-scale Industries
6.1 Advantages of Micro, Small and Medium Enterprises (MSMEs)
6.1.1 High Employment Potential
6.1.2 Widely Dispersed Entrepreneurial Base
6.1.3 Relatively Low Capital Investment
6.1.4 Regional Balanced Development
6.1.5 Export Potential
6.2 Factors Determining Performance of MSMEs
6.3 Problems of MSMEs
6.3.1 Inadequate Availability of Finance and Credit
6.3.2 Inadequate and Irregular Supply of Raw Material
6.3.3 Technological Obsolescence
6.3.4 Lack of Infrastructural Facilities
6.3.5 Deficient Managerial and Technical Skills
6.4 Marketing Conditions and Problems
6.4.1 Challenges of Globalisation
6.5 Policy Measures to Help MSMEs
6.5.1 National Manufacturing Competitiveness Programme (NMCP)
6.5.2 Rajiv Gandhi Udyami Mitra Yojana (RGUMY)
6.5.3 Scheme of Fund for Regeneration of Traditional Industries (SFURTI)
6.5.4 Legally Recognized Haats and Shandies
6.6 Prime Minister’s Task Force on Micro, Small and Medium Enterprises
6.6.1 Measures that Need Immediate Action
6.6.2 Medium-term Institutional Measures
6.6.3 Legal and Regulatory Structures
7. Marketing of Agriculture Produce
7.1 Significance of Agricultural Marketing
7.2 Present System of Marketing Agricultural Produce
7.3 Marketing Organizations of the Ministry of Agriculture
7.3.1 Directorate of Marketing and Inspection (DMI)
7.3.2 Chaudhary Charan Singh National Institute of Agricultural Marketing (NIAM)
7.3.3 Small Farmers’ Agri-Business Consortium (SFAC)
7.4 Measures to Improve Agricultural Marketing
7.5 Inter-Ministerial Task Force on Agricultural Marketing
7.6 Salient Features of the Model Act for State Agricultural Produce Marketing (Development and Regulation) Act, 2003
7.7 Gramin Bhandaran Yojana, 2007-12
7.7.1 Objectives of the Scheme
7.7.2 Salient Features of the Scheme
7.8 Agricultural Marketing Information Network (AGMARKNET), 2000
7.8.1 Objectives of the Scheme
7.9 Modern Food Retailing
7.10 Forward Markets Commission (FMC)
7.11 Twelfth Five Year Plan (2012-17) on Agricultural Marketing
8. India’s Export Market
8.1 Structural Changes in India’s Exports
8.2 Major Items in India’s Exports
8.2.1 Project Exports
8.2.2 IT Sector
8.2.3 Gems and Jewellery: Recent Export Measures
8.2.4 Pharmaceutical Industry
8.2.5 Engineering Goods
8.2.6 Chemicals
8.2.7 Electronics Goods
8.2.8 Leather
8.2.9 Readymade Garments
8.2.10 Carpets
8.2.11 Agriculture Exports
8.3 Market Diversification Strategy
8.4 Competitiveness of Exports
8.5 Credit Flow to Export Sector
8.5.1 Working Group to Review Export Credit, 2005
8.6 Future of India’s Exports
Bibliography
Index
