MAJOR MARKETING FUNCTIONS AND TYPE OF STUDIES INCLUDED UNDER EACH 



A. Marie et Structure and Functional Operation 



Marketing channels; organization of markets; operating policies and 

 buying and selling practices in handling, storing, and distribution; 

 availability and needs for facilities and services at various stages 

 in the marketing process; competitive structure of markets; integration 

 in the marketing process; impacts of technological changes. 



B. Market Prices—Supply, Demand, Consumption, and Other Market Forces 

 Elasticities of demand ; demand schedules and changes in aggregate con- 

 sumer demands; consumption trends; competitive position of different 

 products; prices at different market levels--farm, wholesale, and 

 retail—and their relationships; price differentiation and other pric- 

 ing policies; quality premiums and discounts; how prices are determined. 



C. Consumer Preference, Acceptance, and Merchandising 



Forms and amounts of family purchases; methods of processing and prepara- 

 tion for acceptability; consumer preference and buying behavior; motiva- 

 tions underlying consumer practices in buying; product promotion and 

 buying practice's. 



D. Grades and Standards 



Economic implication to producers and consumers of quality groupings 

 and standardization; consumer recognition of grades and qualities; 

 economics of quality control and maintenance. 



E. Market Information 



Developing outlook and situation reports and forecasts; methods of im- 

 proving statistical reports and news service releases on market receipts 

 and movements, prices, stocks; ways of disseminating market information; 

 kinds of market information needed and forms in viiich it is most use- 

 ful; ability to use market information; methods of obtaining information; 

 accuracy of information. 



F. Maintaining and Improving Quality — Costs and Returns 



Economic aspects of measures to preserve and control quality and avoid 

 losses of quality of products; facilities for proper storage; grading 

 and quality improvement programs. 



G. Costs, Margins, and Efficiency of Operation 



Mark-ups, spreads, and discounts; the composition of margins; operating 

 costs and returns and their measurement; input-output relationships 

 and economies of scale; design and operation of facilities and equip- 

 ment; work methods and organization; factors affecting efficiency. 



