Briefly comment on the following : (d) Every company encounters certain publics in its environment ~ Vivek Economics

 

 Briefly comment on the following :

(d) Every company encounters certain publics in its environment

Answer

In the common parlance , the word , ' publics ' , refers to the people in general . Every company encounters certain publics in its environment . According to Philip Kotler , in expert in marketing management , " A public is any group that has an actual or potential interest in or impact on a company's ability to achieve its objectives . " Thus publics are various interest groups which have or may have an interest in the functioning of the business such as environmentalists , media groups , consumer protection groups , local lobbyists , etc. 

These groups may sometimes pose a serious threat to companies Reading Environmentalists have now taken up the cause of pollution control , maintenance of ecological balance and environment protection . They have taken up these issues with the government and have also gone to the courts with the public interest litigations . The actions of these environmentalists have now compelled some air and water polluting industries to shift to locations away from the residential colonies of the cities .

 Many non government organizations ( NGOs ) have also been mounting up protests against child labour , cruelty against animals , environmental problems and many other social causes .

 It may be noted that such groups are not always a threat to the business . Some publics offer an opportunity for the business . For example , media is a big help in disseminating knowledge and information about new products and new uses of the existing products . A firm has to look out for ways and means to ensure cooperation from the local publics which may be of mutual benefit to the Company as well as the local community .

Briefly comment on the following : 

 (d) Every company encounters certain publics in its environment ~ Vivek Economics