NCERT Class 12 Business Studies Business Studies-II: Chapter 2 — MARKETING
This chapter, 'Marketing,' from NCERT Class 12 Business Studies-II, explains the concept of marketing beyond mere shopping or selling. It emphasizes marketing as a broad process encompassing activities before, during, and after production, including identifying customer needs, product design, branding, packaging, distribution, and post-sale customer relations. The chapter also presents marketing as a social process where individuals and groups satisfy their needs and wants through creating and exchanging valuable products and services. It highlights the importance of social concerns and corporate social justice in building strong brands and customer relationships, covering aspects like child nutrition, healthcare, education, and environmental protection. The chapter aims to equip students with an understanding of marketing's functions, its role in economic development, and the elements of the marketing mix, crucial for CBSE learning.
Quick info
| Board | CBSE / NCERT |
|---|---|
| Class | Class 12 |
| Subject | Business Studies |
| Book | Business Studies-II |
| Chapter | Chapter 2 — MARKETING |
| Language | English |
| PDF type | NCERT Textbook |
| Session | CBSE 2026 |
| Reading time | 4 minutes |
| Word count | 740 |
Learning outcomes
- Explain the meaning of marketing.
- Distinguish between marketing and selling.
- List important functions of marketing.
- Examine the role of marketing in economic development.
- Explain the elements of the marketing mix.
- Classify products and analyze factors affecting price.
- List types of distribution channels.
- Explain major promotion tools.
Vocabulary
| Word | Meaning |
|---|---|
| Marketing | A broad concept encompassing all activities that direct the flow of goods and services from producers to consumers, including identifying needs, product design, branding, selling, and customer relations. |
| Selling | An activity that focuses on transferring ownership of goods or services to consumers, often considered a part of marketing. |
| Merchandising | Activities related to product design, packaging, and presentation to make it attractive to consumers. |
| Stakeholders | Diverse groups like government, NGOs, media, and social activists whose satisfaction is important for a company's survival and brand power. |
| Social Process | Marketing viewed as a process where people exchange goods and services for money or something of value to satisfy their needs and wants. |
| Brand | A name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers. |
| Customer Relationship | The ongoing interaction between a business and its customers, aiming to build loyalty and repeat sales. |
| Distribution Channels | The paths or networks through which goods and services are moved from producers to consumers. |
| Promotion | Activities undertaken to communicate the merits of a product or service and persuade target customers to buy it. |
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Practice questions
- What is the fundamental difference between marketing and selling? Answer: Marketing is a broad process that starts before production and continues after sales, focusing on customer needs and satisfaction. Selling is primarily concerned with transferring ownership of goods after they are produced.
- List any three functions of marketing mentioned in the chapter. Answer: Product design/merchandising, packaging, branding, warehousing, transportation, selling, advertising.
- According to the social perspective, what is marketing? Answer: Marketing is a social process by which individuals and groups obtain what they need and want through creating offerings and freely exchanging products and services of value with others.
- Why is it important for companies to consider social concerns in their marketing strategies? Answer: Addressing social concerns adds to the strength of the brand, helps build powerful brands, and fosters robust customer relationships.
Practice MCQs
Q1. Which of the following is NOT considered a part of marketing activities?
Explanation: Production scheduling is an operational activity, while marketing encompasses activities like identifying needs, product design, and advertising that focus on the customer and market.
Q2. Philip Kotler defines marketing primarily as:
Explanation: Philip Kotler defines marketing as a social process where individuals and groups obtain what they need and want through exchange.
Q3. Which of these is an example of a social concern that companies might address?
Explanation: Environmental protection is listed as an issue that contributes to making society a pleasant place to live in the long run, falling under corporate social justice.
Q4. Marketing is described as a concept that is:
Explanation: The chapter explicitly states that marketing is a much broader concept than shopping, selling, or merchandising alone.
Q5. According to the traditional definition, marketing involves activities that direct the flow of goods and services from:
Explanation: The traditional definition refers to marketing as the performance of business activities that direct the flow of goods and services from producers to consumers.
Frequently asked questions
What is the core difference between marketing and selling?
Marketing is a comprehensive process focused on customer needs and satisfaction, starting before production and continuing after sales. Selling is primarily about transferring ownership of goods once they are produced.
How is marketing viewed from a social perspective?
From a social perspective, marketing is seen as a process where individuals and groups satisfy their needs and wants by creating and exchanging valuable products and services with others.
What does the chapter mean by 'stakeholders' in relation to marketing?
Stakeholders are diverse groups like the government, NGOs, and social activists whose satisfaction is crucial for a company's brand power and survival, beyond just consumers.
Can you give an example of corporate social justice mentioned in the chapter?
Examples include addressing issues like child nutrition, healthcare, education, environmental protection, and women's empowerment.
Is marketing only a post-production activity?
No, marketing is a much broader concept that includes activities performed before production (like identifying needs, product design) and after sales (like customer relationship management).
What is the significance of social concerns in marketing?
Embracing social values strengthens a brand, builds powerful brands, and fosters robust customer relationships, contributing to long-term success.
Related resources
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Topics covered
NCERT Class 12 Business Studies — Business Studies-II — Chapter 2 — MARKETING. Verified by NCERT Help Editorial Team. Reviewed on 29 Jul 2026. Last updated 10 Aug 2026.