Both questions are pretty comprehensively answered in the book by Buoncristiano, Rourke, and Sanderson, "A geometric approach to homology theory" (available at google books; start from Chapter 2). The answer is simpleas follows: the The pushforward $f_!:h^\ast(X)\to h^{\ast+n}(Y)$ in the cohomology theory $h^\ast$ (as well as the pullback in the dual homology theory) is defined whenever the map $f:X\to Y$ itself represents (in a sense to be discussed in a moment) a cohomology class $[f]\in h^n(Y)$in the cohomology theory $h^\ast$. . The definition of $f_!$ is simply by composition: $f_!([g])=[fg]$. (Here $n$ could be zero or negative (which is the only case I see considered elsewhere in this thread), but it could well can be positive. When $n$ is negative and the cohomology is ordinary, $[f]=0$ whenever $[f]$ is defined, but it is still meaningful to ask whether $[f]$ is defined for a given $f$. f$.)
Now the representatives of what do I mean by a representative? Well, an ordinary cohomology classes refers class in $H^1(X)\simeq [X,S^1]$, where $X$ is a polyhedron, can be represented (not to cochains or anything like that only by a cochain, but to the geometric construction also) by a transversal point-inverse $Z$ of a PL map $X\to S^1$, viewed as an embedding $Z\to X$. Two such representatives are equivalent if they cobound a transversal point-inverse of a PL homotopy $X\times I\to S^1$, viewed as a map $W\to X\times I$. (arbitrary) Here "transversal" means just that the point is taken in the interior of a $1$-simplex of a triangulation of $S^1$ which makes the map simplicial.) It turns out that this description of ordinary $1$-cohomology generalizes in an elegant way to arbitrary dimensions and arbitrary cohomology theoriesdeveloped , which was done in the B-R-S book. Other monographs based upon this geometric view of cohomology include Fenn's "Techniques of geometric topology" and Kreck's Differential Algebraic Topology and these may function as an introductory reading for the B-R-S book (in case you find it terse; another option is Rourke's ICM lecture).
Let me elaborate on the representatives
Here are some details. In the case of the unoriented PL cobordism theory , for instance (it is about the simplest theory from this geometric viewpoint), the representatives of cobordism classes are what B-R-S call "mock bundles"; I prefer calling them "comanifolds". An $n$-comanifold (where $n$ is any integer, positive or not) is a PL map of a polyhedron into a simplicial complex such that the preimage of every $i$-simplex is a PL $(i-n)$-manifold with boundary, where the and moreover its boundary equals the preimage of the boundary of the $i$-simplex. If you think about embedded $1$-comanifolds in a three-page book, for instance, you'll easily see that whenever one intersects the binding, it has to look locally like a triod orthogonal to the bindingin a neighborhood of that intersection. In fact, by a variant of the Pontryagin-Thom construction, a co-oriented embedded $1$-comanifold in a polyhedron $X$ is just a transversal point-inverse of a map $X\to S^1$. Of courseIn general, the representatives of co-oriented (not necessarily embedded) comanifolds represent oriented PL cobordism classesare co-oriented comanifolds.
The pushforward $f_!$ in ordinary integral cohomology is defined for every representative $f$ of an ordinary cohomology class, that is for a co-oriented comanifold with codimension two singularities. Note that these are a lot more general than bundles with a manifold fiber; in particular, every PL map between two PL manifolds (of either positive or negative codimension $n$) is included, after a small perturbation(this is proved in B-R-S). Admittedly, they do not these maps include not all maps whose homotopy fiber is homotopically a manifold, but in practice those can be often be replaced by reduced to bundles with a manifold fiber. The pushforward $f_!$ in stable cohomotopy is defined for $f$ a framed comanifold, etc. Etc. Everything generalizes straightforwardly to equivariant (including representation-graded) theories. Unfortunately the description of representatives is considerably a lot more complex in the case of $K$-theory (complex, say).

