The reform activities united people and the attack on institutions like caste which hampered social unity created a sense of oneness in the people. But most of these reform movements had certain limitations. The questions to which they gave primacy concerned only small sections of Indian society. Some of them failed to emphasize or even recognize that colonial rule was inimical to the interests of the Indian people. Most of them worked within the framework of their respective communities in a way
facilitate the exchange. Within this societal perspective, then (1) the makers (2) what they are marketing and (3) their potential markets all assume broad dimensions. The category of marketers might include, in addition to business firms, such diverse social units as (a) a political party trying to market its candidate to the public (b) the director of an art museum providing new exhibits to generate greater attendance and financial support (c) a labor union marketing its idea to members and to company