NCERT Book Class 12 Business Studies Chapter 10 Marketing

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10
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Learning Objectives Where Do Companies Do Their Business?
In the Markets or in the Society?
After studying this chapter,
It is an undisputed fact that a company’s survival
you should be able to: does not depend upon its consumers alone, but a
diverse set of stakeholders like the government,
¾ explain the meaning of religious leaders, social activists, NGOs, media,
‘marketing’; etc. Hence, earning the satisfaction of these
segments is also as imperative as they add to the
¾ distinguish between power of the brand by word of mouth.
‘marketing’ and The social concern adds to the strength of the
‘selling’; brand. Corporates that embraced the deepest
social values, have been successful in building
¾ list out important powerful brand, and, eventually, robust customer
functions of marketing; relationship. The area of corporate social justice
fall under two broad categories. The issues such
¾ examine the role of as the nutrition of children, child care, old-age
marketing in the homes, amelioration of hunger, offering aid to
development of an those affected by natural calamities, etc. needing
economy in a firm, instant attention with humanitarian perspective,
to the society and to comes under the first category.
consumers; The issues that contribute to making society a
pleasant place to live in the long run, may be grouped
¾ explain the elements of under the second category. The issues which come
marketing-mix; under this category are health awareness and aid,
education, environmental protection, women’s
¾ classify products into employment and empowerment, preventing unjust
different categories; discriminations (on the basis of caste, community,
religion, ethnicity, race, and sex), eradication
¾ analyse the factors of poverty through employment, preservation
affecting price of a of culture, values, and ethics, contribution to
product; research, etc.
Procter and Gamble’s (P&G) philosophy is that it
¾ list out the types should lead the industry in implementing a global
of channels of environmental programme. P&G is one of the
distribution; and first companies in the world to actively study the
influence of consumer products on the environment
¾ explain the major and introduce concentrated products, recycled
tools of promotion, viz. plastic bottles, and refill packages to the industry.
P&G contributes to sustainable development
advertising, personal
and addresses environmental and social issues
selling, sales promotion connected with its products and services.
and publicity.
Source: Adapted from ‘Effective Executive’
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