NCERT Books Class 12 Business studies Chapter 11- Marketing

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You may read NCERT Book for Class 12 Business Studies Chapter 11 Marketing here. You may find links to Class 12 Business Studies Notes, NCERT Solutions, Important Questions, Practice Papers, and more after each chapter.

Table of Content-
Topics Covered
Starting of the Chapter
Glimpses of the Chapter
PDF Link
 
The Chapter 'Marketing' explains the following-

Marketing Goes Like This-

The term marketing has been described by different people in different ways. Some people believe that marketing is same as ‘shopping’. Whenever they go out for shopping of certain products or services, they describe it as marketing. 

There are some other people who confuse marketing with ‘selling’ and feel that marketing activity starts after a product or service has been produced. Some people describe it to mean ‘merchandising’ or designing a product. All these descriptions may be partly correct but marketing is a much broader concept, which is discussed
as follows: 

Traditionally, marketing has been described in terms of its functions or activities. In this respect, marketing has been referred to as performance of business activities that direct the flow of goods and services from producers to consumers.

As we know, most of the manufacturing firms do not produce goods for their own consumption but for the consumption or use by others. Therefore, to move the goods and services from the producer to consumers, a number of activities, such as product designing or merchandising, packaging,
warehousing, transportation, branding, selling, advertising and pricing are required. All these activities are referred to as marketing activities.

Thus, ‘merchandising’, ‘selling’ and distribution are all parts of a large number of activities undertaken by a firm, which are collectively called marketing. 

It may be noted here that marketing is not merely a post- production activity. It includes many activities that are performed even before goods are actually produced, and continue even after the goods have been sold. For example, activities such as identification of customer needs, collection of information for developing the product, designing suitable product package and giving it a brand name are performed before commencement of
the actual production. Similarly, many follow up activities are required for maintaining good customer relations for procuring repeat sale. 

In modern times, emphasis is placed on describing marketing as a social process. It is a process whereby people exchange goods and services for money or for something of value to them. Taking the social perspective, Phillip Kolter has defined marketing as, “a social process by which individual groups obtain what they need and want through creating offerings and freely exchanging products and services of value with others”. 

Some Glimpses of the Chapter are-

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NCERT Book for Class 12 Business Studies Chapter 11 Marketing - PDF Download

Chapter 11 Marketing