Overview

Marketing — how this chapter fits into Organisation of Commerce and Management

Every business exists because it makes something a customer is willing to pay for — but making

a good product is only half the job. The other half is making sure the right customer finds

out about it, wants it, can get hold of it, and is willing to pay a fair price for it. That

second half of the job is Marketing. This chapter is the capstone of the Std XII

Organisation of Commerce and Management (OCM) syllabus's business-function unit: it studies

marketing as a distinct managerial function, separate from (and much wider than) mere selling.

Maharashtra HSC's OCM syllabus draws on the same core marketing-management principles that are

taught across Indian commerce education — the marketing mix, the distinction between marketing

and selling, and the classification of marketing orientations reflect how marketing is actually

practised by real businesses, not any one syllabus's own invention.

The chapter covers, in order: the meaning and definition of marketing; how marketing differs

from selling; the functions of marketing; the marketing mix (the famous "4 P's" — Product,

Price, Place, Promotion); the elements of the promotion mix; the different marketing concepts

(orientations) a business can adopt; and the overall importance of marketing to a business, to

consumers, and to the economy.