Marketing is not just about selling products; it is about understanding customer needs and creating value for them. NCERT Class 12 Business Studies Chapter 10 introduces students to the basic concepts of marketing, its functions, the marketing mix, and the importance of customer satisfaction. This chapter gives a real-world perspective on how businesses plan, promote and distribute their products or services in a competitive market. It also helps students understand consumer behaviour, branding, and the role of advertisements.
I’m writing about this topic because many students see marketing as a fancy word used in advertisements, but there is so much more to it. Learning the fundamentals of marketing helps you understand how companies work behind the scenes to win customer trust. Whether it’s the packet of chips you eat or the mobile phone you use, there is a proper marketing strategy behind everything. I believe this chapter is not only important from the exam point of view but also very useful in real life. For students who want to pursue careers in business, entrepreneurship, or even content creation, this chapter lays the foundation. Having the official NCERT PDF makes it easier to study, revise and take quick notes.
What is Marketing?
Marketing refers to those activities that are undertaken by a company to promote the buying and selling of a product or service. It includes identifying the customer’s needs, designing a suitable product, promoting it, pricing it correctly, and making it available at the right place.
The key focus of marketing is to satisfy the customer while also achieving business goals like profit and growth. It is not just limited to advertisements but includes everything from product design to after-sales service.
In NCERT terms, marketing is defined as “a social process whereby people exchange goods and services for money or for something of value.”
Features of Marketing
Here are some simple features of marketing explained in the chapter:
- Need and want satisfying process: Marketing starts when there is a human need or want.
- Customer-oriented: The customer is the king in today’s market, and all efforts are directed toward customer satisfaction.
- Value creation: Marketing is not about pushing a product; it’s about delivering value through quality and service.
- Exchange process: It involves the exchange of products or services between buyers and sellers.
- Continuous process: Marketing is not a one-time activity; it is an ongoing process.
Functions of Marketing
This chapter explains various functions performed under marketing:
- Market research: Studying what the customer wants, what competitors are doing, and what price is suitable.
- Product designing and development: Creating a product that stands out in the market.
- Standardisation and grading: Ensuring consistent quality.
- Packaging and labelling: Making the product attractive and informative.
- Branding: Giving a unique identity to the product.
- Customer support services: Helping customers even after the sale.
- Pricing and promotion: Deciding how much to charge and how to promote the product.
Difference Between Marketing and Selling
This is a common confusion among students. The chapter makes it clear that marketing is a broader concept than selling.
| Marketing | Selling |
|---|---|
| Focuses on customer needs | Focuses on the seller’s needs |
| Starts before the product is made | Starts after the product is ready |
| Long-term goal | Short-term goal |
| Builds relationships | Focuses only on sale |
Importance of Marketing
Some major reasons why marketing is important for both businesses and the economy:
- Helps in increasing sales and profits
- Creates awareness about products
- Builds brand loyalty
- Leads to business growth
- Supports employment and economic development
Marketing also benefits consumers by offering them a variety of choices and better quality products due to competition.
