This is the National Council of Educational Research and Training (NCERT) business studies textbook for Class XII, Business Finance and Marketing — the second of the two-volume Class 12 business studies set. It is an English medium (Roman script) book — the complete text, examples, case studies and exercises are in English, and there is no Hindi content in it. It is prescribed for CBSE schools and for state boards that follow the NCERT curriculum.
Part II covers the finance and marketing half of the course. Financial management deals with the role of finance in a business, the three major decisions — investment, financing and dividend — the factors affecting each, capital structure, financial leverage, fixed and working capital, and financial planning. Financial markets covers the money market and the capital market, the functions of a stock exchange, the trading procedure, depositories and demat accounts, and the role of SEBI. Marketing management takes up the marketing concept, marketing mix, product, branding, labelling and packaging, pricing and its determinants, physical distribution and channels, and promotion — advertising, personal selling, sales promotion and public relations. The last chapter deals with consumer protection: consumer rights and responsibilities, the redressal machinery under consumer protection law, and the role of consumer organisations.
Business studies at Class 12 is examined on definition, explanation and application in roughly equal measure, and the board paper draws its terminology directly from this text. Answers are expected to use the book's own headings — the factors affecting the dividend decision, the elements of the marketing mix, the functions of a stock exchange — in the order and wording given here, which is the practical reason to work from the prescribed text rather than a guide's condensed list. Each chapter carries a summary, short and long answer questions, and case study questions of the kind the paper now favours.
Beyond the board examination, the financial markets and financial management chapters are the standard first exposure to these subjects for students heading into B.Com., CA Foundation, CS Executive Entrance and CMA — lighter than the professional syllabus but identical in substance.
Note that this is Part II — principles and functions of management, including planning, organising, staffing, directing, controlling and business environment, are in Business Studies Part I: Principles and Functions of Management, and both volumes are needed for the complete Class 12 syllabus.
Key Features:
English medium book — complete content written in English (Roman script), no Hindi content
Published by NCERT (National Council of Educational Research and Training)
Business Studies Part II — Business Finance and Marketing, Textbook for Class XII (Class 12)
Prescribed for CBSE schools and state boards following the NCERT curriculum
Covers Financial Management — investment, financing and dividend decisions
Covers capital structure, financial leverage, fixed and working capital
Covers Financial Markets — money market, capital market and stock exchange
Covers trading procedure, depositories, demat accounts and the role of SEBI
Covers Marketing Management — marketing mix, product, branding, labelling and packaging
Covers pricing, physical distribution, channels and promotion
Covers Consumer Protection — consumer rights, redressal machinery and consumer organisations
Chapter summaries, short and long answer questions, and case study questions
Terminology and headings as the board expects them reproduced
Base textbook for the CBSE Class 12 business studies board examination
Also useful as groundwork for B.Com., CA Foundation, CS and CMA preparation
Part II of a two-volume set — Part I carries principles and functions of management
यह पुस्तक राष्ट्रीय शैक्षिक अनुसंधान और प्रशिक्षण परिषद (NCERT) द्वारा कक्षा XII (कक्षा 12) के लिए निर्धारित व्यवसाय अध्ययन की पाठ्यपुस्तक Business Studies Part II — Business Finance and Marketing है। ध्यान दें: यह पुस्तक पूर्णतः अंग्रेज़ी भाषा एवं रोमन लिपि में है — इसमें हिन्दी भाषा का प्रयोग नहीं है। इस भाग में वित्तीय प्रबंधन (निवेश, वित्तीयन एवं लाभांश निर्णय, पूँजी संरचना, स्थायी एवं कार्यशील पूँजी), वित्तीय बाज़ार (मुद्रा बाज़ार, पूँजी बाज़ार, स्टॉक एक्सचेंज, डीमैट खाता एवं सेबी की भूमिका), विपणन प्रबंधन (विपणन मिश्रण, उत्पाद, ब्रांडिंग, पैकेजिंग, मूल्य निर्धारण, वितरण एवं संवर्धन) तथा उपभोक्ता संरक्षण (उपभोक्ता अधिकार एवं शिकायत निवारण तंत्र) — ये अध्याय सम्मिलित हैं। प्रत्येक अध्याय में सारांश, लघु एवं दीर्घ उत्तरीय प्रश्न तथा केस स्टडी प्रश्न दिए गए हैं। बोर्ड परीक्षा में उत्तर इसी पुस्तक की शब्दावली एवं शीर्षकों में अपेक्षित होते हैं। B.Com., CA Foundation, CS एवं CMA की तैयारी हेतु भी यह आधार पुस्तक उपयोगी है। ध्यान दें कि यह भाग-II है; प्रबंध के सिद्धांत एवं कार्य भाग-I में हैं — सम्पूर्ण पाठ्यक्रम हेतु दोनों भाग आवश्यक हैं।
