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MODERNISATION
The term modernisation “does not denote any philosophy or movement, but it only symbolises a process of change. In fact, “Modernisation” is understood as a process which indicates the adoption of the modern ways of life and values'”. The term was being used previously to refer only “to change in economy and its related effect on social values and practices”. It was also described as a process that changed the society, from primarily agricultural to primarily industrial economy. As a result of the change in the economy, the society itself underwent changes in values, beliefs and norms. But, today, the term is given a broader meaning. Today, the term, ‘Modernisation’ is understood as an attempt, on the part of the people, particularly those who are custom-bound, to adopt themselves to the present time, conditions, styles, and ways in general. It indicates a change in people’s food habits, dress habits, speaking styles, tastes, choices, preferences, ideas, values, recreational facilities and so on. It is also described as “social change involving the elements of science and technology”. The scientific and technological inventions have brought about remarkable changes in the whole system of social relationship and installed new ideologies in the place of traditional ones. M.N. Srinivas, however, criticises the concept of Modernisation, according to him, it is a value- loaded term. He says that ”Modernisation is normally used in the sense that it is good. He, therefore, prefer to use the term “Westernisation” which characterises the changes brought about in Indian society and culture as a result of over 150 years of British rule”. “Modernisation is a process by which modern scientific knowledge is introduced in the society with the ultimate purpose of achieving a better and a more satisfactory life in the broadest sense of the term as accepted by the society concerned”.
shreeya arora
how marketing prevails ?
No organization will be able to survive, if it fails to market what it wants to. In India a saying goes like this -' Bolne wale ki basi bhi bik jati hai, na bolne wale ki taja bhi nahi bikati' (those who make marketing efforts are able to find customers even for rotten ones and those who remain silent in their marketing effort are not able to find customers for the fresh ones). This shows how important marketing is. Gone are the days of sellers market. In these days of buyers market only those marketers will survive who take care of their customers in every possible way. Marketing has been continuously shifting its focus and goals keeping in view the changing marketing environment. First, marketing appeared as a branch of applied economics and was concerned with the study of channels of distribution. Then, it became a managerial discipline and was concerned with the increase in sales. Then, it shifted to an applied behavioral science and is concerned with the understanding of buyers and sellers. Thus, it has travelled from commodity approach (me-too products) to institutional approach (manufacturers, wholesalers, retailers, agents) to functional approach (exchanging, promoting, logistics, and pricing) to managerial approach (analysis, planning, organizing and controlling) to social focus. Different people have given different concepts of marketing. American Marketing Association's definition in 1935 carried the traditional view emphasizing only one-way traffic, i.e., transfer of goods and services from producer to consumer, i.e., 'pushing products and services'. Profit maximisation is the sole objective and consumers are taken for granted. The managerial perspective is concerned with the 'art of selling', but selling is only the tip of marketing in its totality. The current perspective as given in their 2004 version is concerned with 'knowing and understanding the customer so well that the product or service fits him and sells itself, i.e., engaging in customer service engineering. It is against profit maximization at the cost of stakeholders consumers, uses marketing as a means for social welfare. In fact consumer is the purpose of marketing. In the new concept of marketing, the orientation has changed from production to marketing, product to customer, and supply to demand, sales to satisfaction and internal to external
management
Management, unlike other subjects such as economics, philosophy, political science is of a recent origin and hence, a relatively new subject. Being an evolving concept (George 1972), it is still in its developing stage. So far as the meaning of management is concerned, like other socio-economic terms, it has also been defined differently by different authorities. As a result, there is no single definition on the term but many. We do not have unified views on what management is precisely. The following are a few of the important definitions of the term ‘management’. Mary Parker Follett views, “Management is the art of getting things done through people (Follett 1941).” According to Henri Fayol (1949) who is considered the father of principles of administrative management, “To manage is to forecast, to plan, to organize, to command, to co-ordinate, and to control.” In the opinion of Fredrick Winslow Taylor (1947), “Management is knowing exactly what you want men to do and then seeing that they do it in the best and cheapest way.” According to George R. Terry (1953), “Management is a distinct process consisting of planning, organizing, actuating, and controlling performance to determine and accomplish the objectives by the use of people and resources.” Peter F. Drucker opines, “Management is a multi-purpose organ that manages business, manages manager and manages workers and work (Drucker 1970).”