case study on marketing management class 12

CBSE Class 12 Case Studies In Business Studies – Marketing Management

MARKETING Marketing: Definition Marketing is a social process by which individual groups obtain what they need and want through creating offerings and freely exchanging products and services of value with others. – Philip Kotler Marketing management is “the art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value”. – Philip Kotler

Elements of marketing mix

Market: Definition A market consists of all the potential customers who have both the ability and willingness to buy a product or service to satisfy their needs or wants

Features of marketing

• It seeks to provide what individuals or groups need or want
• A market offering is created by the marketer.
• It adds value toa product by increasing its utility
• It is facilitated through the exchange mechanism

What can be Marketed?

• Physical product
• Organisations

Functions of Marketing

• Gathering and analysing market information is done to know the taste and preference of the target market.
• Marketing planning is needed to meet the marketing objectives of the firm effectively and efficiently.
• Product designing and development is carried out to make the product innovative and attractive.
• Packaging and labelling are needed for product protection, product identification and product differentiation.
• Branding helps to createa unique identity of the products.
• Customer support services help to create a good image of the marketer in the eyes of consumers.
• Pricing of product is a crucial decision as it may greatly influence the demand for a product.
• Promotion helps to boost the sales of a product.
• Physical distribution ensures the availability of the product at the right place, at the right time and in right condition so as to facilitate its purchase.
• Transportation creates place utility through movement of goods from the production of goods to the place of distribution.
• Warehousing creates time utility by providing for the storage during the time gap between the production and distribution of goods.
• Standardisation helps to produce goods as per predetermined specifications and grading facilitates their classification into groups on the basis of some criterion like quality, size etc.

MARKETING MANAGEMENT PHILOSOPHIES/CONCEPTS

  PRODUCT Product: Definition A product is anything of value i.e. a product or service offered to a market to satisfy needs or wants.

Important product decisions include

• Determining its layout, features, quality, design etc.

A Product includes

• After sale services
• Handling grievances
• Replacement of parts etc.

Types of utilities offered by a product

• Functional utility
• Psychological utility
• Social utility

PACKAGING Packaging: Definition Packaging is the process of desiging a suitable wrapper or container for a product.

Importance of Packaging

• Rising standards of health and sanitation
• Useful in self service outlets
• Innovative packaging adds value to a product
• Facilitates product differentiation

Levels of Packaging

• Primary package refers to the immediate container of a product.
• Secondary packaging refers to the additional protection provided besides primary package.
• Transportation packaging refers further packaging that helps in storage, identification of transportation of the product.

Functions of Packaging

• Helps in product identification
• Provides protection to the product
• Facilitates the use of product
• Assists in promotion of the product

BRANDING Branding: Definition Branding is the process of assigning a name (brand name), sign or symbol (brand mark) or a combination of all to identify the products of a seller or a group of sellers and to distinguish them from those of the competitors.

Brand Mark: Definition A brand mark is that part of a brand can be recognised but is not utterable.

Brand Name: Definition A brand name is that part of a brand which can be spoken.

Trade Mark: Definition Trade mark is used in context of a registered brand.

Advantages of branding to the customers

• Supports in product identification
• Certifies quality
• Considered to bea status symbol

Advantages of branding to the manufacturers

• Assists in advertising and display programmes
• Facilitates differential pricing
• Ease in the launching of new products

Qualities of a good brand name

• Short and easy to pronounce, spell and remember
• Reflects the functions of the product
• Distinctive/easily identifiable
• Adaptable can be used in labelling or packaging
• Versatile can be used for brand extension
• Should not become outdated soon
• Capable of being registered

LABELLING Labelling: Definition Labelling refers to the process of designing a label for a product which may vary from a simple tag to a complex graphic.

Functions of labelling

• Describes the product and specifies its contents
• Helps in identification of the product or brand
• Enables grading of products
• Assists in promotion of products
• Provides information required by law

PRICE Price: Definition Price is the monetary value paid in consideration for purchase ofa product or service by a buyer to its seller.

Factors affecting price determination

• Cost of product
• The utility and demand
• Extent of competition in the market
• Government and legal regulations
• Pricing objectives
• Marketing methods used.

PHYSICAL DISTRIBUTION Physical Distribution: Definition Physical distribution includes all those activities that ensure the availability of the product at the right place, at the right time and in right condition so as to facilitate its purchase.

Determining the components of physical distribution

• Order Processing
• Warehousing
• Transportation

Functions of distribution channels

• Accumulation
• Product Promotion
• Negotiation
• Risk Taking

Factors determining choice of channel

• Type of product
• Nature of product
• Degree of complexity of product
• Unit value of the product
• Financial strength of the firm
• Degree of control desired on channel members
• Policy of firm
• Geographical concenteration of buyers
• Quantity purchased
• Size of the market
• Economic conditions
• Legal constraints

Two main decisions involved in physical distribution

• Physical movement of goods from producers to consumers
• Choice of channels of distribution

Channels of Distribution: Definition Channels of distribution refers to the set of individuals and firms that act as intermediaries in the form of agents, wholesalers, retailers etc. that help to transfer the title of ownership to the buyer and also facilitate physical movement of the products.

Types of channels of distribution

• Manufacturer- consumer (zero level)
• Manufacturer- retailer consumer (one level channel)
• Manufacturer- wholesaler- retailer consumer(two level channel)
• Manufacturer-agent wholesaler retailer consumer(three level channel)

PROMOTION Promotion: Definition Promotion refers to the set of activities undertaken by a marketer to inform the prospective buyers about the product and persuading them to make a purchase.

Promotion mix

• Advertising
• Personal selling
• Sales promotion
• Public relations

ADVERTISING Advertisement: Definition Advertisement is a paid form of non¬personal communication undertaken by the marketers to boost the sale of a product or a service.

Objections to Advertising

• Adds to cost
• Undermines social values
• Encourages sale of inferior products
• Some advertisements are in bad taste
• Confuses the buyers

Features of Advertising

• Impersonality
• Identified sponsor

Role of Advertising

• Enhancing customers awareness about the product
• Helps in creating demand for both old and new products
• Repeated advertisements increases the confidence of the consumers
• Improves the public image of the company
• Helps to create employment opportunities

PERSONAL SELLING Personal Selling: Definition Personal selling refers to a personal form of communication between the seller and the prospective buyer.

Merits of personal selling

• It isa flexible tool of promotion
• It seeks to provides direct feedback from the prospective buyers

Features of Personal selling

• Involves personal form of communication
• May lead to the development of long term relationship between the company and a buyer

Qualities of a Good Salesman

• He should havea neat and tidy appearance.
• He should be decently dressed up and carry himself well.
• He should be cheerful and confident in his dealings.
• He should be able to communicate assertively.
• He should be alert and intelligent so that he is able to mould his sales talk as per the need of the situations.
• He should also passess good knowledge about the product that he is selling.

SALES PROMOTION Sales promotion: Definition Sales promotion refers to the short term incentives offered by the marketers to promote the sale Of their products

Commonly used Sales Promotion activities

• Product combinations
• Quality gift
• Instant draws and assigned gift
• Usable benefit
• Full finance @ 0%

PUBLIC RELATIONS Public Relations: Definition Public relations refers to the practice of managing communication between an organisation and its public in order to create and maintain a positive image about itself and its products

Roles of Public Relations

• Public relations helps to create a positive image about the company in the eyes of various interest holders like consumers, government, suppliers etc.
• It helps in launching new products as they may be accepted easily because of they may be accepted easily because of good reputation of business.
• It helps the business to reinstate itself in wake of controversies or prejudices etc.

Functions of the Public Relation Department

• It manage relations with the press to present true and correct information about the company.
• It undertakes product publicity for new products through sponsorships.
• It is proactive in promoting or defending regulations that affect business by maintaining healthy relationships with associations of commerce and industry etc. through newsletters, brochures, articles or arranging for talk shows or speeches of high officials of the company.
• It initiates or supports various kinds of corporate social activities.

LATEST CBSE QUESTIONS

Question 1. Sunita took her niece, Aishwarya for shopping to ‘Benetton’ to buy her a dress on the occasion of her birthday. She was delighted when on payment for the dress she got a discount voucher to get 20% off for a meal of Rs. 500 or above at a famous eating joint. Identify the technique of sales promotion used by the company in the above situation. (CBSE, Delhi 2017) Answer: Useable benefits is the technique of sales promotion used by the company in the above situation.

Question 2. Ginika, Tanish and Rohit were friends from college days and now they are doing different kinds of business. They regularly meet and discuss their business ideas and exchange notes on customer satisfaction, marketing efforts, product designing, selling techniques, social concerns etc. In one of such meetings, Ginika drew the attention of Tanish and Rohit towards the exploitation of consumers. She told that most of the sellers were exploiting the consumers in various ways’ and were not paying attention towards the social, ethical and ecological aspects of marketing, whereas she was not doing so. Tanish told that they were under pressure to satisfy the consumers, but stated that the consumers would not buy or not buy enough unless they were adequately convinced and motivated for the same. Rohit stressed that a company cannot achieve its objectives without understanding the needs of the customers. It was the duty of the businessmen to keep consumer satisfaction in mind because business is run by the resources made available to them by the society. He further stated that he himself was taking into consideration the needs of the customers. Identify the various types of thinking that guided Ginika, Tanish and Rohit in the marketing efforts of their business. Also, state one more feature of the various types of thinking identified that is not given in the above para. (CBSE, Delhi 2017) Answer: The various types of thinking that guided Ginika, Tanish and Rohit in the marketing efforts of their business are described below:

• (Ginika) Societal marketing concept: The main focus of this philosophy is on both the needs of the potential buyers as well as concern for the society at large. The ends include profit maximisation through customer satisfaction and social welfare.
• (Tanish) Selling concept: The main focus of this philosophy is on existing products. The ends include profit maximisation through sales volume.
• (Rohit) Marketing concept: The main focus of this philosophy is on customers needs. The ends include profit maximisation through customer’s satisfaction.

Question 3. Mediquip Ltd. is a company dealing in distribution of medical equipments. The company recently imported 15000 units of sugar testing machines to test the sugar levels without taking blood samples. For deciding the marketing strategy, the Chief Executive Officer of the company called a meeting of the marketing heads of different zones. In the meeting, Sandeep, the North Zone Marketing Head, suggested that since the machines were sophisticated they need to visit hospitals personally, to explain its working to the hospital staff who would be using the machines. He also suggested that additional trained people may be recruited for the same. Himanshu, another Zonal Head, added that since lot of money had been spent on the import of the machines, the company was short of funds to pay to the additional staff as suggested by Sandeep. Rahul, a newly appointed Zonal Head of South Zone suggested that since the size of the order is not large, a detailed study of the factors determining the choice of channels of distribution is required before making the right choice.

• Identify the factors influencing the choice of channels of distribution which were discussed in the meeting.
• Also, explain briefly the other consideration to be taken care of in each factor identified in part (1). (CBSE, Delhi 2017)
• Product related factors: It has been mentioned that the machines were sophisticated.
• Market related factors: It has been mentioned that the size of the order is not large. (in)
• Company related factors: It has been mentioned that the company was short of funds to pay the additional staff which had to be recruited to personally visit and train the hospital staff.
• Geographical concentration of potential buyers: If the potential buyers for the firm’s product are geographically concentrated at a few specific places, it is advisable for the marketer to adopt direct channels of distribution. If the market for the product is widely scattered, indirect channels of distribution will be more effective.

• Nature of product: Considering the technical nature of the industrial products they require short channels i.e., direct channel or involving few middlemen. Moreover, they are made to order and expensive products purchased by selective buyers. Whereas the consumer products, being standardised, less expensive, less bulky, non-technical can be better distributed by long network of channels, involving many middlemen. Moreover they are purchased frequently.
• Type of product: If the product under consideration is perishable like fruits, vegetables, and dairy products short channels should be adopted in order to preserve their quality. Whereas non-perishable products like toiletry products (e.g., shampoo , toothbrush, deodorants etc.), groceries (cooking oil, pulses etc.), fabrics can be best marketed through longer channels so as to reach wide spread consumers.

Question 4. Mansi took her niece Ridhima for shopping to ‘Mega Stores’ to buy her a bag for her birthday. She was delighted when on payment of the bag she got a pencil box along with the bag free of cost. Idenfity the technique of sales promotion used by the company. (CBSE, OD 2017) Answer: Product combination

Question 5. “Time Line” watch manufacturing company is a renowned company marketing watches. It performs various activities like, market analysis, product designing or merchandising, packaging, warehousing, branding, pricing, promotion and selling. The company maintains good customer relations through various follow up activities. This helps the company in procuring repeat sales orders.

• Name the concept related to the activities mentioned in the above paragraph.
• Explain any two features of the concept identified in part (1) (CBSE, Sample Paper, 2017)
• Marketing is the concept related to the activities mentioned in the above paragraph.
• Needs and wants: Marketing is a social process that seeks to satisfy the needs and wants of individuals and organisations. Needs are basic to human beings like food, clothing and shelter and do not relate to a particular product. Whereas wants are culturally defined human needs which are shaped by multiple factors like personality, religion, culture etc. Needs are limited whereas wants are unlimited. Therefore, the success of marketing lies in the competence of the marketer to identify needs of target customers and develop products to satisfy such needs effectively.
• Creating a market offering: The complete offer for a product or service possessing certain specific features like size, quality, colour etc. is known as a market offering. Thus, the success of the marketers lies in their proficiency to create a market offering in accordance with the needs and wants of the target market. For example a pack of 100 ml of mango juice is available for ? 20.

Question 6. “Coconut Joy Ltd.” are the manufacturer of vegetarian frozen dessert food products made with coconut milk, agave syrup and other certified ingredients. The founders of the company Lovely and Lalita originally developed this treat to meet their own needs but found that their friends and families around were also keen to use the products. It was not only the vegetarians, but also those who could not get enough environment friendly sustainable food, that appreciated the product. It did not take long for Lovely and Lalita to recognise the potential of their little venture. In the beginning they started from their home with the product being sold through local family parties that enable guests to personally meet the owner. This helped to establish strong connections with the prospective buyers and the company could put the product on shelves of natural food store. The company used* all marketing activities to grow and expand. The company began sponsoring booths at festivals, drawing attention to its newly created vegetarian products. It also disseminated relevant information to media about its products and the people who helped in building the company’s reputation. Lovely and Lalita were invited for an interview with one of the leading TV channels in which they talked about their environment friendly vegetarian products. To show its gratitude to customers, local business and government officials who supported the company from the beginning, “Coconut Joy Ltd.” hosted a gala event and involved all of them to raise funds for a few local NGO’s. The company also asked its fans and customers to send songs and poetry conveying their impression about “Coconut ‘Joy’s Ltd.” products.

• Identify and explain the communication tool used by “Coconut Joy Ltd”. .
• Briefly explain the role of the tool identified in (1) above. (CBSE, Sample Paper, 2017)
• Public relations is the communication tool used by “Coconut Joy Ltd”. Public relations refers to the practice of managing communication between an organisation and its publics in order to create and maintain a positive image about itself and its products.
• Press Relation: It manages relations with the press to present true and correct information about the company. Thus, public relations helps to create a positive image about the company in the eyes of various interest holders like consumers, government, suppliers etc.
• Product Publicity: It undertakes product publicity for new products through sponsorships. Thus, it helps in launching new products as they may be accepted easily because of good reputation of business.
• Corporate Communication: It promotes image of the company through different ways of corporate communication like publication of newsletters, brochures, articles or arranging for talk shows or speeches of high officials of the company.
• Lobbying: It is proactive in promoting or defending regulations that affect business by maintaining healthy relationships with associations of commerce and industry, government officials and different ministers in charge of corporate affairs etc.

Question 7. Good Living Ltd. manufactures mosquito repellent tablets tables. These tablets are packed in strips of 12 tablets each. Each of these strips is packed in a cardboard box, 48 such boxes are then placed in a big corrugated box and delivered to various retailers for sale. State the purpose of packaging the tablets in a corrugated box. (CBSE, Sample Paper 2016) Answer: The purpose of packaging the tablets in a corrugated box is to facilitate their transportation, warehousing and easy identification.

Question 8. Shreemaya Hotel in Indore was facing a problem of low demand for its rooms due to off¬season. The Managing Director (MD) of the hotel, Mrs. Sakina was very worried. She called upon the marketing Manager, Mr. Kapoor for his advice. He suggested that the hotel should announce an offer of ‘3 Days and 2 nights hotel stay package’ with free breakfast and one-day religious visit to Omkareshwar and Mahakaleshwar Temples. The MD liked the suggestion very much. Identify the promotional tool which can be used by the hotel through which large number of prospective pilgrimage tourists all over the country and abroad can be reached, informed and persuaded to use the incentive. (CBSE, Sample Paper 2016) Answer: Advertising is the promotion tool that can be used by the hotel.

Question 9. “Every time I travelled, people asked me to bring them chips, khakra and pickles from all over the country,” says Anoushka. Finally, she and her colleague, Sumeet, decided to make a business out of it. They launched a Facebook page, asked people what they wanted, and they came up with a list of about 100 places and tied-up with two dozen vendors to begin with. They were servicing people from Jaipur who wanted spices from Kerala, people from Panipat who wanted halwa from Jammu and people from Delhi who ordered fresh tea leaves from Darjeeling. Through their business, they wished to bridge the gap between sellers and buyers. The business is now worth millions. Explain any two important activities that Anouskha and Sumeet will have to be involved in for making the goods available to customers at the right place, in the right quantity and at the right time. (CBSE, Sample Paper 2016) Answer: Anoushka and Sumeet need to perform the activities involved in physical distribution of goods. Two such activities are explained below:

• Transportation: It creates place utility by facilitating the movement of goods from the place of production to the place of distribution. In the absence of efficient, reliable and cost effective transportation, facility marketing of goods is difficult.
• Warehousing: It creates time utility by providing for the storage of goods from the time they are produced till the time they are sold. Every marketer needs to take this decision wisely in order to create a balance between the level of customer service and cost of warehousing.

Question 10. A company was marketing juicers which were very popular due to their quality and after sales services provided to the customers. The company was a leading company in the market and earning huge profits. Because of huge profits, the company ignored the after sales services. As a result, its relations with customers got spoiled and the image of the company in the public was damaged. The top management became concerned when the profits for the current quarter fell steeply. On analysis, it was revealed that ignoring the after sales services was its reason. Therefore, the company took all possible measures to protect and promote its favourable image. As a result, the goodwill of the company improved in the society.

• Name and state the communication tool used by the marketer in the above case to improve its image.
• Also explain the role of the tool as identified in part (1). (CBSE, OD 2016)

OR A company was marketing water purifiers which were very popular due to their quality and after sales services provided to the customers. The company was a leading company in the market and earning huge profits. Because of huge profits, the company ignored the after sales services. As a result, its relations with customers got spoiled and the image of the company was damaged in the public. The top management became concerned when the profits for the current quarter fell steeply. On analysis, it was revealed that ignoring the after sales services was its reason. Therefore, the company took all possible measures to protect and promote its favourable image in the eyes of the public. As a result, the goodwill of the company improved in the society.

• Also explain role of the tool as identified in part (1). (CBSE, Delhi 2016)
• Public Relations is being used as a promotional tool by the marketer. It refers to the practice of managing communication between an organisation and its publics in order to create and maintain a positive image about itself and its products.
• Public relations helps to create a positive image about the company in the eyes of various interest holders like consumers, government, suppliers etc .
• It helps in launching new products as they may be accepted easily because of good reputation of business.
• It helps the business to reinstate itself in the wake of controversies or prejudices etc.

Question 11. Maruti Vega Ltd. entered into the market with coloured televisions and have now introduced products like audio systems, air-conditioners, washing machines, etc. The company is not only offering the products but also handling complaints and offering after-sales services. Identify the element of marketing mix discussed here. (CBSE, OD 2015) Answer: Product is the element of marketing mix discussed here.

Question 12. Radhika was a student of Business Studies of Class XII. Her father was a farmer who grew different varieties of rice and was well-versed in the various aspects of rice cultivation. He was also selected by the government for a pilot-project on rice cultivation. As a project work in Business Studies, she decided to study the feasibility of marketing good quality rice at a reasonable price. Her father suggested her to use the Internt to gather customers’ views and opinions. She found that there was a huge demand for packaged organic rice. She knew that there were no predetermined specifications in case of rice because of which it was difficult to achieve uniformity in the output. To differentiate the product from its competitors, she gave it the name of ‘Malabari Organic Rice’ and classified it into three different varieties, namely — Popular, Classic and Supreme, based on the quality. She felt that these names would help her in product differentiation. Explain the three functions of marketing with reference to the above paragraph (CBSE, OD 2015) Answer: The three functions of marketing with reference to the above paragraph are described below:

• Gathering and analyzing market information: The prime focus of marketing is to ‘find wants and fill them’. Therefore, it is absolutely essential for a company to study the needs and preferences of its target market in order to satisfy their needs and wants optimally.
• Standardisation and grading: Standardisation refers to the process of manufacturing goods as per predetermined specifications. Grading refers to the process of classifying goods on the basis of certain criteria like quality, size etc. Usually, agricultural products are subject to grading.
• Branding: Branding is the process of assigning a name (brand name), sign or symbol (brand mark) or a combination of all to a product. It is considered to be a very important decision by the marketers because it facilitates product differentiation. This helps the company to obtain a desirable market share.

Question 13. Beauty Products Ltd. is a natural and ethical beauty brand famous for offering organic beauty products for men and women. The company uses plant-based materials for its products and is the No.1 beauty brand in the country. It not only satisfies its customers but also believes in the overall protection of the planet. Identify the marketing management philosophy being followed by ‘Beauty Product Ltd’. (CBSE, Delhi 2015) Answer: Societal Marketing Concept

Question 14. ‘Haryaram’ is a famous chain selling a large variety of products in the Indian market. Their products include chips, biscuits, sweets and squashes. It charges a comparatively higher price than its competitors as it sells quality products. Besides, it offers regular discounts to its customers and easy credit terms to its retailers. It has five of its own retail shops. It also sells its products through various grocery stores so that the products are made available to customers at the right place, in the right quantity and at the right time. It regularly uses different communication tools to increase its sales. The above paragraph describes the combination of variables used by Haryaram to prepare its market offering. Identify and explain the variables. (CBSE, Delhi 2015) Answer: The combination of variables used by Haryaramto prepare its market offerings are described below:

• Product: “Their products include chips, biscuits , sweets and squashes.” A product is anything of value i.e. a product or service offered to a market to satisfy its needs or wants. A product includes physical product, after ..sale service, handling grievances etc. Every marketer needs to constantly review and revise its products in order to enhance customer’s satisfaction and have a competitive edge.
• Price: “It charges a comparatively higher price than its competitors.” Price is the monetary value paid in consideration for purchase of a product or service by a buyer to its seller. It is a very crucial decision for the marketers as consumers are very sensitive to the pricing. The factors affecting price determination are cost of product, the utility and demand, extent of competition in the market, government and legal regulations, pricing objectives and marketing methods used.
• Place: “It has five of its own retail shops.”Or “It also sells its products through various grocery shops.” It is considered an important element of marketing mix because it includes all those activities that help in making the goods and services available to the prospective buyers in the right quantity, at the right time and in right condition. The two main decisions involved in physical distribution are physical movement of goods from producers to consumers and choice of channels of distribution.
• Promotion: “It regularly uses different communication tools to increase its sales.” Promotion refers to the set of activities undertaken by a marketer to inform the prospective buyers about the product and persuading them to make a purchase. The various components of promotion mix are advertising, sales promotion, personal selling and public relation.”

Question 15. Radha found a worm crawling out of newly opened tetra pack of juice manufactured by a reputed company, Zest Ltd. She went back to the shopkeeper from whom the pack was purchased who directed her to call up the customer care centre. When all her efforts fell free, she went to a consumer activist, group to seek advice. The group decided to help Radha and take measures to impose restrictions on the sales of the firm’s products of the particular batch and urge customers to refrain from buying the products of the company. Zest Ltd. lost its image in the market. The CEO gave the responsibility of bringing back the lost image of the company to the Manager.

• Identify the concept of marketing management which will help the Manager to get the firm out of the above crisis.
• Also explain the role of above identified concept by stating any two points. (CBSE, Sample Question Paper 2015)
• Public relations will help the manager to get the firm out of the above crisis.

Question 16. Zoom Udyog, a car manufacturing company, has started its business with Zoom-800 and slowly launched Zoom-1000, Wagon-Z, Swy-fy etc. and offered various services like after sales services, availability of spare parts, etc. Identify the element of marketing mix referred here. (CBSE, Sample Question Paper 2015) Answer: Product is the element of marketing mix referred here.

Question 17. Crackers Ltd., a fire-cracker manufacturing company launched some new products on eve of Diwali which attracted many buyers. To meet the increased demand, the company employed children from nearby villages. Although the product was in great demand, appropriate safety warnings for use were not mentioned on the packets that led to many accidents.

• Identify and explain the important product-related decision that was not taken into consideration by the company.
• Also, identify any two values which were violated by the company. (CBSE, Annual 2014)
• The company has ignored ‘Labelling’. It is an important product-related decision. Labelling refers to the process of designing a label for a product containing product description and other relevant information which is likely to affect a prospective buyers decision in making a purchase. It may vary from a simple tag to a complex graphic.
• Abiding by law as child labour has been employed
• Concern for human life as appropriate warnings were not placed on the label.

Question 18. ABC Crackers Ltd., a fire-cracker manufacturing company, launched some new products on the eve of Diwali in the market which attracted many buyers. To meet the increasing demand, the company employed people from nearby villages where there was a lot of unemployment. Because of the good behaviour of the management with the employees, more and more people wanted to join the company. As the products were in great demand in the market, a competitor imitated the products. The products of the competitor were not accepted by the consumers as it was a status symbol to buy the products of ABC Crackers Ltd. because of their quality.

• Identify and explain the product-related decision because of which consumers preferred the products of ABC Crackers Ltd.
• Also, identify any two values which ABC Crackers Ltd. wanted to communicate to the society. (CBSE, OD 2014)
• Branding is the product-related decision because of which consumers preferred the products of ABC Crackers Ltd. Branding is the process of assigning a name (brand name), sign or symbol (brand mark) or a combination of all to a product. Branding facilitates product differentiation, assists in advertising and display programmes, facilitates differential pricing , promotes consumers loyalty etc.
• Generating employment opportunities
• Providing good working environment.

Question 19. As a project work in Business Studies, the Commerce students of Himachal Public School, Himachal Pradesh thought of preparing apple jam from the apples grown in their school premises and sell it in the school annual fete. They approached the Principal who not only appreciated the students but also gave her consent for the same. The school decided to donate 50% of the revenue generated from the sale to a nearby orphanage. After the school fete, the school also decided to extend this project by providing employment to visually challenged and disadvantaged sections of society on regular basis.

• Explain any two product-related decisions which the students had to take.
• Suggest any two functions that the ‘label’ of the jam-bottle must perform.
• Identify two values communicated to society by this project of Himachal Public School, Himachal Pradesh. (CBSE, OD 2013)
• The two product-related decisions which the students had to take are branding and packaging.
• Describe the product and specify its contents: The label on the jam bottle must provide information about the core function of the product i.e. how and why is the product is likely to be beneficial to the prospective buyer. It should educate them about the usage and precautions related to the product. It also gives detailed information about the ingredients of the product.
• Helps in identification of the product or brand: The label should contain the logo, brand name, tagline, name and address of the manufacturer etc. of the product for easy identification of the product.

Question 20. Ajay was appointed as the marketing head of Alfa Enterprise, a manufacturer of toothpastes and toothbrushes. His target sale was 2000 units a month. Apart from thinking about various channels of distribution to achieve the target, he himself started visiting schools in backward areas. He found that even after taking various steps and counselling, some school children had not started brushing their teeth. He investigated and found that they could not start brushing their teeth. He investigated and found that they could not afford to buy toothbrush and toothpaste. So with due permission, he started donating 200 toothbrushes and toothpastes every month to the school.

• Identify the channel of distribution Ajay would adopt for the distribution of toothpaste and toothbrushes and justify it by giving one reason.
• State any two values which Ajay ants to communicate to society. (CBSE, Delhi 2013)
• Ajay would adopt indirect channels of distribution for marketing of toothpaste and tooth brushes because it is a consumer product. It can be easily marketed through longer channels, for example (Manufacturer – Wholesaler – Retailer – Consumer).
• Good health
• Social welfare.

Question 21. Amar is engaged in the manufacturing of refrigerators. He surveyed the market and found that customers need a refrigerator with a separate provision of water cooler in it. He decided and launched the same refrigerator in the market. Identify and explain the marketing philosophy involved. (CBSE, Delhi 2012) Answer: Amar is following the philosophy of marketing concept. The prime focus of marketing concept is to ‘find wants and fill them’. Therefore, the marketer first assesses the needs and preferences of its target market and manufactures products accordingly in order to satisfy their needs and wants optimally. It aims at profit maximization through customer satisfaction.

Question 23. Mansi, a shoe manufacturer for school students, decided to maximise profits by producing and distributing shoes on a large-scale and thus reducing the average cost of production.

• Identify the marketing management philosophy adopted by Mansi.
• Means and Ends (CBSE, OD 2012)
• Mansi has adopted the production philosophy.
• The main focus of this philosophy is on the quantity of products produced. Means: The production philosophy can be brought into effect by making products affordable and widely available. Ends: The production philosophy aims at maximizing profits through high volume of production.

ADDITIONAL QUESTIONS

Question 1. Unilever has found a new way to make ice creams by using an ingredient called ‘ice structuring protein’ which is widely found in nature especially, in fishes which allows them to survive in freezing arctic waters. Combining ISP with stabiliser technology allows to make ice creams that don’t melt so easily thereby making it more convenient for small children and consumers in hot countries. In the context of above case:

• Identify the component of marketing mix being taken into consideration by the company.
• Explain briefly the function of marketing highlighted here.
• List any two values that the company wants to communicate to the society.
• The component of marketing mix being taken into consideration by the company is ‘Product’.
• Product designing and development: Every marketer strives to achieve his marketing objectives by creating offerings to satisfy a need or a want. Therefore, one of the core functions of marketing is to develop the product in the most effective and efficient way. Every marketer endeavours to add value to his product by introducing constant innovations in the product to enhance both its utility and attractiveness in the eyes of the potential buyers and gain a competitive edge.
• Responsibility towards consumers
• Technological advancement.

Question 2. Ranger India Limited, is an automobile manufacturer in India. It makes 1.5 million family cars every year. That’s one car every 12 seconds. It has a sales network of company approved retailers that spreads across 600 cities. In the context of above case:

• Identify the type of the channel of distribution adopted by the company.
• State the market related factors that are likely to affect the decision of a marketer about the choice of channel of distribution.
• Size of market: If the size of the target market is small, it is advisable that the marketer adopts methods of direct channels of distribution like online selling, mail order house, personal selling etc. wherein there are no intermediaries between the manufacturer and the consumers. However, if the marketer intends to target larger markets he should adopt indirect channels of distribution (one level, two level or three level) by using intermediaries like wholesalers, retailers etc.

Question 3. As a global leader in the consumer electronics and entertainment industries, Sony has set forth ‘Road to Zero environmental plan’, to achieve a zero environmental’ effect by the year 2050 by producing world-class products in a manner that both protects and promotes a healthy and sustainable planet. In the context of above case:

• Identify the marketing philosophy being implemented by the company.
• Outline the main focus and ends of the relevant marketing philosophy.
• State any two values that the company wants to communicate to the society.
• Societal marketing concept is being pursued by the company.
• The main focus of this philosophy is on both the needs of the potential buyers as well as concern for the society at large. The ends include profit maximisation through customer satisfaction and social welfare.
• Concern for the environment
• Welfare of the society

Question 4. As the number of people making online purchases has increased manifolds, there is a growing concern about the disposal and management of packaging waste. Every item bought is delivered with excess packaging and sometimes even non-biodegradable materials are used. In the context of above case:

• Name the other two levels of packaging that the marketers may be using besides the immediate package.
• Describe briefly any two points highlighting the functions of packaging.
• State any two factors that should be kept in mind by the marketers while designing the packaging of its products.
• Secondary packaging and Transportation packaging.
• Product Identification: Packaging facilitates the identification of the product with the use of different colours like wrapper of maggi noodles is red whereas yippe noodles are sold in orange colour packaging. Also, the shape of different brands of cold drinks bottles is different.
• Product Protection: One of the basic purposes of packaging is to safeguard the contents of a product from any kind of damage due to mishandling, adverse weather conditions etc. during the activities related to physical distribution like storing, transportation etc.
• The marketers should use biodegradable packaging material and packaging should enhance the usability of the products.

Question 5. Rastro Inc., is a multinational corporation that creates consumer electronics, personal computers, servers and computer software. The company also has a chain of retail stores known as Restro Stores. Despite high competition, Restro has succeeded in creating demand for its products, giving the company power over prices through product differentiation, innovative advertising and ensured brand loyalty. In the context of above case:

• What is product differentiation?
• Name any one function of marketing that facilitates product differentiation.
• Identify the component of promotion mix being used by the company by quoting lines from the paragraph. .
• Describe briefly the pricing objective pursued by the company.
• Product differentiation is a strategy used by the marketers to gain an edge over its competitors by creating a distinguished perception of the product in the minds of the potential buyers in terms of its utilities.
• Branding is a function of marketing that facilitates product differentiation.
• Advertising is the component of promotion mix being used by the company “giving the company power over prices through product differentiation, innovative advertising and ensured brand loyalty.”
• Attaining product quality leadership: Besides aiming at profit maximisation as its pricing objective Rastro Inc. seeks to establish a unique place for its products in the market by offering superior quality products which can be easily distinguished from its competitors. As a result, it is able to use differential pricing i.e. fixing up relatively higher prices for its products.

Question 6. Rupali intends to start an enterprise that produces chocolates. Initially, in order to assess the taste and preferences of the people about the chocolates. She used social media and online surveys. Thereafter, she prepared a detailed SWOT (strengths, weaknesses, opportunities and threatsjanalysis of her enterprise to devise a strategy that will give her an edge over the competitors. Based on her analysis of the market, she decided to launch sesame and jaggery based chocolates under the brand name ‘Desi Delight’. She has decided to fix up the price of chocolates relatively at lower level in the beginning and later on as the demand picks up she may revise the prices. In the context of above case:

• Identify the elements of marketing mix being taken into consideration by Rupali.
• Explain briefly the functions of marketing highlighted here.
• Do you think she has selected an appropriate brand name for her product? Why or why not? Give a reason for your answer.
• The elements of marketing mix being taken into consideration by Rupali are Product and Price.
• Gathering and analysing market information: The prime focus of marketing is to ‘find wants and fill them’. Therefore, it is absolutely essential1’for a company to study the needs and preferences of its target market in order to satisfy their needs and wants optimally.
• Product designing and development: Every marketer strives to achieve his marketing objectives by creating offerings to satisfy a need or a want. Therefore, one of the core function of marketing is to develop the product in the most effective and efficient way. Every marketer endeavours to add value to his product by introducing constant innovations in the product to enhance both its utility and attractiveness in the eyes of the potential buyers and gain a competitive edge.
• Pricing: Price is the monetary value paid in consideration for purchase of a product or service by a buyer to its seller. The process of determining the price of a product or service is called pricing. It is a crucial decision for the marketers as consumers are very sensitive to the pricing. The factors affecting price determination are cost of product, the utility and demand, extent of competition in the market, government and legal regulations, pricing objectives and marketing methods used.
• Yes, she has selected an appropriate brand name ‘Desi Delight’ for her product as the name reflects on the product’s benefits and qualities. The word ‘Desi’ indicates that the product contains indigenous ingredients like sesame and jiggery and Delight denotes the pleasure that the person is going to get on consuming the delicious chocolates.

Question 7. Reema, Vibha and Ratna are three women entrepreneurs who are engaged in dealing with handicraft goods under the brand name ‘Gujkriti’ through a chain of retail outlets at five different places in Delhi. They outsource all their products from tribal and rural women in the state of Rajasthan. Reema is of the opinion that in order to increase the sale of their products, they should advertise about it on television. But, Ratna is arguing that advertisement expenses will add to cost of operation. Whereas Vibha is insisting that they should set up an online portal to market their products across the globe. In the context of above case:

• Identify the tool of promotion being taken into consideration by Reema by quoting lines from the paragraph.
• How is the channel of distribution being suggested by Vibha different from the channel of distribution being used by them presently?
• Do you think that Ratna is justified in her argument that advertisement expenses will add to cost of operations?
• The tool of promotion being taken into consideration by Reema is advertising. (Reema is of the opinion that in order to increase the sale of their products, they should advertise about it on television.)
• Vibha is insisting that they should set up an online portal to market their products across the globe i.e. adopting direct marketing or zero-level channel (manufacturer – consumer). Whereas at present they are using indirect channels of distribution i.e. one level channel (manufacturer – retailer – consumer)by operating through a chain of retail outlets at five different places in Delhi.
• No, Ratna is not fully justified in her argument although advertising as a tool of promotion is often criticised on the ground that it adds to the cost of distribution which is passed on to the consumers in the form of higher prices. Therefore, it increases the burden on the consumers. But, this argument is not entirely true because advertisements help to increase demand for the product. In order to meet the increased demand the production levels have to be raised. As a result, the business is able to reap advantage of economies of scale and eventually the cost of production per unit comes down and benefits the buyers as the product’s prices are reduced consequently.

Question 8. Ravi has decided to set up a small factory to manufacture hand wash and toilet soaps in a rural area in Haryana. In order to promote the product initially, he plans to distribute small sachets of the hand wash as free samples, besides deploying a team of salesmen to sell the product door to door in the different parts of the city. Moreover, he has decided to conduct a hygiene camp in rural areas wherein he will distribute a kit comprising of hand wash and soap and also plans to organize street plays to highlight the importance of hygiene and sanitation in our daily lives. In the context of above case:

• Identify the tools of promotion being taken into consideration by Ravi.
• What are the qualities that he should consider while selecting salesmen? (any three)
• List any two values that the he wants to communicate to the society.
• The tools of promotion being taken into consideration by Ravi are Sales Promotion and Personal Selling.
• Physical appearance: A salesman should have a neat and tidy appearance. He should be decently dressed up and carry himself well.
• Social qualities: A salesman should be cheerful and confident so that he is able to communicate assertively without loosing his temper easily.
• Tactfulness and knowledgeable: A good salesman should be alert and intelligent so that he is able to mould his sales talk as per the need of the situation. He should also possess good knowledge about the product he will be selling.
• Improvement in the standard of living of the people
• Educating them about hygiene/cleanliness

Question 9. The Fancy Store’ is a popular retail shop dealing in all kinds of fashionable items. Harish, the owner of the store believes in pushing the sale of his products through aggressive sales promotion techniques. Therefore, throughout the year he keeps offering various kinds short¬term incentives to the buyers like discounts, quantity gifts, product combinations etc. On the contrary, his brother Ramesh who also runs a retail shop dealing in all kinds of fashionable items in the nearby market tries to first assess the needs and wants of the buyers while deciding upon the product range. He also believes in building long term relations with the buyers and therefore offers only good quality products and handles the complaints of the buyers if any with politeness and patience. In the context of above case:

• Identify the two different marketing concepts discussed in the above para.
• Distinguish between them on the basis of meaning, scope and strategies used.
• The Selling concept
• The Marketing concept

Question 10. Arvind is planning to start a company manufacturing room fresheners. He intends to use natural fruit extracts for adding fragrance to them. He estimates an investment of Rs. 20 crores to set up the factory. As it is difficult for him to raise the entire capital amount alone, he gives a partnership offer to his school friend, Sanjay who is an angel investor. Sanjay, after being convinced about the feasibility of the project, accepts his offer. Sanjay tells Arvind that they should also focus on other important decisions related to the product ‘room fresheners’ besides deciding about its features, variety and quality. Branding is one of the important such decision. In the context of above case:

• Name any other two important decisions related to a product.
• Why is branding considered as an important function by the marketers? Give any one reason in support of your answer.
• State any four features of a good brand name.
• Labelling and Packaging are the two important decisions related to a product.
• Branding is considered to be a very important decision by the marketers because it facilitates product differentiation. Through branding the prospective buyers are able to bring about a distinction between a company product and its substitutes available in the market. This helps the company to obtain a desirable market share.
• The brand name should be short, easy to pronounce, spell, recognise and remember e.g., Ponds.
• A brand should suggest the product’s benefits and qualities e.g Sunsilk.
• A brand name should be distinctive e.g., Lotus.
• It should be capable of being registered and protected legally.

Question 11. Somya Patel, 35, a fitness trainer, woes about a popular consumer durable brand saying that “They show a lot of advertisements for their products on television , but when you go to the store, you find these things out of stock all the time. Then why should the company put advertisements when they can’t meet the demand,” she questions. In the context of above case:

• Identify the tool of promotion mix being referred to in the above lines.
• List any two product related factors that are likely to affect the choice of channel of distribution.
• Which element of marketing mix is being overlooked by the company? Why is it considered as an important element?
• The tool of promotion mix being referred to in the above lines is Advertisement.
• Type of product (consumer or industrial)
• Unit value of product (low or high)
• Place is the element of marketing mix being ignored by the company. It is considered important because it relates to making the goods and services available to the prospective buyers in the right quantity at the right time and in right condition.

Question 12. Suraj is a small entrepreneur involved in the manufacturing of hair wax. He finds that cost of production of 100 gm of hair wax is Rs. 250. He has decided to keep a margin of 15% as profit. Moreover, he has assessed that there is a free competition in this product segment. In the context of above case:

• Identify the function of marketing being performed by Suraj.
• State briefly the two factors that he is taking into consideration while performing the function as identified in part (1).
• Pricing is the function of marketing being performed by Suraj.
• Cost of product: The price of the product is determined by adding the desired profit margin to the cost of production, selling and distribution. The cost is of three types namely the fixed cost, variable cost and semi-variable cost.
• Degree of competition: The nature and extent of competition in the market is another key factor relating to the pricing decision. If the firm faces free competition in the market it is likely to fix the price of the product at lower levels. But if it enjoys monopoly, then the prices are likely to be fixed at higher levels.

Question 13. After doing a diploma in entrepreneurship, Farihad started his own confectionary business. He started doing a lot of hard work and used the recipes taught by his grandmother in various preparations. He also learnt many recipes from online sites and television programmes. He decided to keep the price of the products low initially and also informed his customers about the goodness of the items sold by them. However, he didn’t mention on the package of each item weather it contained eggs or not. As a result, vegetarian people became hesitant in buying things from his shop as they had to verbally inquire from him about the inclusion of eggs in the preparation of various items. In the context of above case:

• Name the important aspect related to the marketing of products which has been ignored by Farihad.
• Explain briefly any three functions performed by the aspect as identified in part (1).
• Mention the right of consumer being violated by Farihad.
• The important aspect related to the marketing of products which has been ignored by Farihad is Labelling.
• Describes the product and specifies its contents: Labelling provides information about the core function of the product i.e. how and why the product is likely to be beneficial to the prospective buyer. It educates them about the usage and precautions related to the product. It also gives detailed information about the ingredients of the product.
• Helps in identification of the product or brand: The label contains the logo, brand name, tagline, name and address of the manufacturer etc. of the product which helps in easy identification of the product.
• Enables grading of products: Different coloured labels are also used by the marketers for grading of the products on the basis of flavours, quality etc. so that the buyers can easily choose a product as per their requirements.
• The Right to information is being overlooked by the company in the above mentioned case. According to the Right to information, a consumer has the right to get complete information about the product he /she intends to buy including its contents, date of manufacture, date of expiry, price, quantity, directions for use etc. Also, as per law, it is mandatory for the marketers to provide complete information about the product/ service to the buyers.

Question 14. ‘Shudh Hava Ltd/ is engaged in manufacturing of air conditioners and desert coolers. The company offers a wide range of products to meet the requirements of people from varied income groups. Recently the company has developed a new product, an air purifier that improves the quality of air by filtering out all allergens and microbes. The company introduced the product on two variants namely ‘Nano Tech’ and ‘Nano Tech Premium’. In order to persuade people to buy the product it is offering easy payment options in equal monthly instalments for different time periods. Moreover, every buyer will be offered ‘scratch a card’ option to win instant gifts like decorative items, T-shirts etc. The company is also planning to organise competitive events based on skill and luck in various malls in different cities. In the context of above case:

• Name and explain the ‘type of promotion strategy’ adopted by the company to boost the sales of air purifiers.
• Also, identify the various techniques of this promotional strategy being used by the company by quoting lines from the paragraph.
• “The company offers a wide range of products to meet the requirements of people from varied income groups.” Name the relevant consumer right being promoted by the company.
• The type of promotion strategy adopted by the company to boost the sales of air purifiers is Sales Promotion. Sales Promotion includes the various types of short term incentives offered by a marketer to increase the sale of a product or service.
• Full finance @ 0%  – “it is offering easy payment options in equal monthly instalments for different time periods.”
• Instant draws and assured gifts – “every buyer will be offered ‘scratch a card’ option to win instant gifts like decorative items, T-shirts etc.”
• Contests – “The company is also planning to organise competitive events based on skill and luck in the various malls in the different cities.”
• Right to Choose is the consumer right being promoted by the company

Question 15. Nischay, after completing his masters in computer engineering decided to start his own business. Fie visited his uncle Mr.Jaiprakash who has been running a successful business in web designing. Fie shared with Nischay that the main reason for his success in the business lies in his approach of building a life time relation with his clients. Therefore, his business is not only restricted to designing web sites according to the specifications of the clients but also providing continuous online assistance to them and handling their grievances effectively and doing all this at a profit. lie provides these services at competitive prices. Anybody interested in getting the web solutions can contact him through his website. Moreover, whenever the market is sluggish he tries to create demand by offering short-term incentives to the buyers. In the context of above case:

• Define the term ‘Marketing Management’.
• Briefly explain the various elements of marketing mix being pursued by Mr. Jaiprakash by quoting lines from the para.
• Marketing management is “the art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value”- Philip Kotler
• Product: “his business is not only restricted to designing “Web sites according to the specifications of the clients but also providing continuous online assistance to them and handling their grievances’ effectively.” A product is anything of value i.e. a product or service offered to a market to satisfy needs or wants. A product includes physical product,after sale service, handling grievances etc. Every marketer needs to constantly review and revise his products in order to enhance customer’s satisfaction and have an competitive edge.
• Price: “doing all this at a profit. He provides these services at competitive prices.” Price is the monetary value paid in consideration for purchase of a product or service by a buyer to its seller. It is a very crucial decision for the marketers as consumers are very sensitive to the pricing. The factors affecting price determination are cost of product, the utility and demand, extent of competition in the market, government and legal regulations, pricing objectives and marketing methods used.
• Place: “Anybody interested in getting the web solutions can contact him through his website.” It is considered important element of marketing mix because it includes all those activities that help in making the goods and services available to the prospective buyers in the right quantity, at the right time and in right condition. Two main decisions involved in physical distribution are physical movement of goods from producers to consumers and choice of channels of distribution.
• Promotion: “Moreover, whenever the market is sluggish he tries to create demand by offering short-term incentives to the buyers.” Promotion refers to the set of activities undertaken by a marketer to inform the prospective buyers about the product and persuading them to make a purchase. The various components of promotion mix are advertising, sales promotion, personal selling and public relation.

Question 16. In today’s world, through social media, news spread in a flash. Moreover, if it is bad news, it acquires a speed that is virtually impossible to stop. Hence, all corporates are more susceptible to a tarnished image today than in any other day and age. The loss of goodwill may lead to decreased revenue, loss of clients or suppliers and fall in market share. Over the years, therefore, most of the companies have set up a separate department to manage the public opinions about them. The department works in close coordination with the various interest groups like consumers, government, suppliers etc. and strives to handle effectively if any controversies arise. In the context of above case:

• Identify the element of promotion mix being referred to in the above lines.
• Briefly explain any three points highlighting the role of this element of promotion mix as identified in part (1)
• The element of promotion mix being referred to in the above lines is Public Relations.

Question 17. Traditional trade or kirana stores constitute 90% of the FMCG (fast moving consumer goods) business in India. HUL is the market leader in FMCG with over 60 lakh outlets. According to industry estimates, Patanjali products are currently available in two lakh traditional retail outlets. ‘Availability of the product’ is the single largest driver of FMCG sales. A shopper research suggests that 30%-40% consumers shift preference if their favourite brand is not available at the store. In the context of above case:

• Identify the component of marketing mix being discussed in the above lines.
• State the two main decisions related to the concept identified in part (1).
• Name the type of channel of distribution adopted by HUL.
• The component of marketing mix being discussed in the above lines is place/physical distribution.
• physical movement of goods from producers to consumers
• choice of channels of distribution
• Indirect channel of distribution has been adopted by HUL. It is a two level channel i.e. (Manufacturer – wholesaler- retailer- consumer)

Question 18. Arun and Rukun are good friends. After doing a fashion designing course from a reputed institute, they have set up a garment factory in the rural area of Faridabad to manufacture trendy casual wear like jeans, T-shirts, shirts etc. under the brand name ‘Swatantra’. They have employed people from the nearby villages itself in the factory. Moreover, they wish to sell the products through local retailers in the villages and also through ‘Flipkart’. In the context of above case:

• Identify the elements of marketing mix being taken into consideration by Arun.
• Name the two methods of marketing adopted by them.
• State any two values that are being fulfilled by them.
• The elements of marketing mix being taken into consideration by Arun are product and place.
• The two methods of marketing adopted by them are both direct and indirect marketing.
• Generating employment
• Raising the standard of living of the people in the village

Question 19. Yogesh buys a new laptop for his son Mukesh on his birthday from a company owned retail outlet. After a few months, some parts of the laptop get damaged in 3, road accident. Yogesh approaches the dealer to get the damaged parts replaced with the new ones. But, he is told that the company does not provide any after sale service to the customers. Yogesh feels very dissatisfied as a consumer and woes that he will never buy this companies product ever again. In the context of above case:

• Identify the function of marketing being ignored by the company.
• As a business advisor, suggest any two services that will be very effective in enhancing brand loyalty for any such product.
• Name the appropriate redressal agency that he can approach in case he decides to file a case against the dealer.
• The function of marketing being ignored by the company is customer support services.
• Setting up a separate department for handling consumer complaints.
• Providing 365 days x 24 x 7 online assistance to the buyers for any maintenance or technical issues.
• Yogesh can file a complaint in the District forum

Case Studies in Business Studies Business Studies Case Studies Business Studies Commerce

Refer for an excellent marketing business with nr7 pattern.

Case Studies - Marketing Management | Business Studies (BST) Class 12 - Commerce PDF Download

Q. 1. Zoom Udyog, a car manufacturing Co., has started its business with Zoom 800 and slowly launched Zoom-1000, Wagon-Z, Swy-fy etc. and offered various services like after sale services, availability of spare parts etc. Identify the element of marketing mix referred here.                              (1 mark)

Ans.  Product 

Q. 2. Radha found a worm crawling out of newly opened tetra pack of a juice manufactured by a reputed company, Zest, Ltd.  She went back to the shopkeeper from whom the pack was purchased who directed her to call up the customer care centre.  When all her efforts failed, she went to a consumer activist group to seek help.  The group decided to help Radha and taken measures to impose restrictions on the sale of the firm’s products of the particular batch and urge customers to refrain from buying the products of the company.  Zest Ltd. lost its image in the market.  The CEO gives the responsibility of bringing back the lost image of the company to a Manager.

• Identify the concept of Marketing Management which will help the Manager getting the firm out of the above crisis.
• Also explain the role of above identified concept by stating any two points. (4 Marks)
• Public Relations
• Role of Public Relations:
• Product Publicity:
• Counseling:

  Q. 3. The manager of Impact Enterprise, dealing in cosmetics, is facing the problem of poor sales.  Suggest the four promotional measures that he can undertake to improve the sales.  Also, name the factors affecting their choice.                         (4 Marks)

Ans.  The manager of Impact Enterprise, dealing in cosmetics, should take the following four promotional measures to improve the sales:

• Advertising
• Sales promotion
• Personal selling

Factors affecting choice of promotional tool:

• Nature of market
• Nature of product
• Promotions budget
• Objectives of promotion

Q. 4. A mobile company is launching a new high tech mobile phone in the market.  Which department is going to look into the techniques iof promoting it? 

   (1 Mark)

Ans.  Public Relations (PR) Department

Q. 5. Identify the Marketing Management philosophy adopted in the following cases:

• Mansi, a shoe manufacturer for school students, decided to maximize her profit by producing and distributing at large scale and thereby reducing the average cost of production.
• Nisha, a school bag manufacturer decided to improve the product for profit maximization and thus added a water bottle holder to the existing design.
• Jasdeep, a dealer in school uniforms, decided to maximize his profit by using different aggressive promotional efforts.
• Amar is engaged in manufacturing of refrigerators.  He surveyed the market and found that customers need a refrigerator with a separate provision of water cooler in it.  He decided to launch the same refrigerator in the market.             (4 Marks)
• Production concept
• Product concept
• Selling concept
• Marketing concept

Q. 6. Identify the method of sales-promotion in the following cases:

• A mobile company offers a discount of Rs. 1000 to clear off excess inventory.
• A customer gets Rs. 5 off on return of an empty wrapper while making a new purchase of the same product.
• A Company offers a pack of 1/2kg of sugar with the purchase of a 5 kg bag of wheat flour.
• A Company offers 40% of extra shaving cream in a pack of 500 gms.
• Scratch a card and get a gold coin with the purchase of a cold drink.
• Purchase goods worth Rs. 50,000 and get a holiday package worth Rs. 10,000 free.                                (6 Marks)
• Product-combination
• Quantity-gift
• Instant draws and assigned gift
• Usable Benefit / Lucky Draw

Q. 7. ‘Various tools of communication are used by the marketers to promote their products.’

• Why do companies use all tools at the same time?
• Name and explain the most commonly used non-personal tool of promotion which is paid for by the marketer.
• Which tool of promotion will primarily be used for the following?
• To promote or protect a company’s image or its individual products.
• An existing product meant for mass usage by literate people.
• To introduce a new product to a particular class of people through door-to-door visits.
• To attract attention of the people by using incentives.                       (6 marks)
• The companies use all tools at the same time because of the nature of market, nature of product, promotion budget and objectives of promotion being different at different times.
• The most commonly used non-personal tool of promotion which is paid for by the marketer is advertising. It is a paid and non-personal form having an identified sponsor to promote an idea.
• The tools of promotion used are:
• Advertisements
• Sales Promotion

Q. 8. Good Living Ltd. manufactures mosquito repellent tables.  These tablets are packed in strips of 12 tablets each.  Each of these strips are packed in a cardboard box, 48 such boxes are then placed in a big corrugated box and delivered to various retailers for sale.  State the purpose of packaging the tablets in a corrugated box.                                (1 Mark)

Ans.  The packaging of tablets in a corrugated box is necessary for the purpose of storage, identification and transportation.

Q. 9. Shreemaya Hotel in Indore was facing  problem of low demand for its rooms due to off season.  The Managing Director (MD) of the hotel, Mrs. Sakina was very worried.  She called upon the Marketing Manager, Mr. Kapoor for his advice.  He suggested, that the hotel should announce an offer of ‘3 days and 2 Nights hotel stay package with free breakfast and one day religious visit to Omkarehswar and Mahakaleshwar Temples’.  The MD liked the suggestion very much.  Identify the promotional tool, which can be used by the hotel through which large number of prospective pilgrimage tourists, all over the country and also abroad, can be reached, informed and persuaded to use the incentive.                                  (1 Mark)

Ans.  Sales Promotion

Q. 10. “Every time I travelled, people asked me to bring them chips, khakra and pickles from all over the country,” says Anoushka.  Finally, she and her colleague, Sumemet, decided to make out of it.  They launched a face book bags, asked people what they wanted, and they came up with a list of about 100 places and tried up with two dozen vendors to begin with. They were servicing people from Jaipur who wanted spices from Kerala, people form Panipat who wanted halwa from Jammu and people from Delhi who ordered for fresh tea leaves form Darjeeling.  Through their business they wished to bridge the gap between sellers nd buyers. The business is now worth millions.

Explain any two important activities that Anoushka and Sumeet will have to be involved in for making the goods available to the customers at the right place, in the right quantity and at the right time.                                                                                                                     (4 Marks)

Ans.  Activities / Components of Physical Distribution:                      (any two)

• Order processing:
• Transportation;
• Warehousing:
• Inventory Control:

Q. 11. ‘Beauty Products Ltd’s is a natural and ethical beauty brand famous for offering organic beauty products for men and women.  The company uses plant based materials for its products and is the No. 1 beauty brand in the country.  It not Identify the marketing management philosophy being following by ‘Beauty Products Ltd.’                         (1 Mark)

Ans.  Social marketing concept.

Q. 12. ‘Haryaram’ is a famous chain selling a large variety of products in the Indian market.  Their products include chips, biscuits, sweets and squashes.  It charges a comparatively higher price than its competitors as it sells quality products.  Besides, it offers regular discounts to its customers and easy credit terms to its retailers.  It has five of its own retail shops.  It also sells its products through various grocery stores to that the products are made available to customers at the right place, in the right quantity and at the right time.  It regularly uses different communication tools to increase its sales.

The above para describes the combination of variables used by Hayaram to prepare its market offering.  Identify and explain the variables.        (6 Marks)

Ans.  The combination of variables used by Hayaram to prepare its market offering are:

• Product     :       ‘their products include chips, biscuits, sweets squashes.’
• Price         :       ‘It offers regular discounts to its customers and easy credit terms to its retailers’.
• Place / Physical Distribution     :      five of its own retail  shops.’       or             ‘It also sells its products through various grocery stores …right time.’
• Promotion   :     ‘It regularly uses different communication tools to increase its sales.’

Q. 13. ‘Maruti Vega Ltd.’ entered into the market with coloured television and have now introduced products like audio systems, air-conditioners, washing machines, etc.  the company is not only offering the products but also handling complaints and offering after-sales services.  Identify the element of marketing-mix discussed here.                    (1 Mark)

Ans.  Product/ Product mix.

Q. 14. Radhika was a student of Business Studies of Call XII.  Her father was a farmer who grew different varieties of rice and was well-versed about various aspects of rice cultivation.  He was also selected by the government for a pilot-project on rice cultivation.  As a project-work in Business Studies she decided to study the feasibility of marketing good quality rice at a reasonable price.  Her father suggested her to use internet to gather customers’ views and opinions.  She found that there was a huge demand for packaged organic rice.  She knew that there were no pre-determined specification in case of rice because of which it would be difficult to achieve uniformity in the output.  To differentiate the product form its competitors, she gave it the name of Malabari Organic Rice’ and classified it into three different varieties namely – Popular,, Classic and Supreme, based on the quality.  She felt that these names would help her in product differentiation.

Explain the three function of marketing, with reference to the above paragraph.     (6 Marks)

Ans.  Functions of marketing, with reference to the above paragraph are:

• Gathering and analyzing market information:
• Standardization and Grading:

Q. 15. A Company was marketing water purifiers which were very popular due to their quality and after sales services provided to the customers.  The company was a leading company in the market and earning huge profits.  Because of huge profits, the company ignored the after sales services.  As a result, its relations with customers got spoiled and the image of the company was damaged in the public.  The top management became concerned when the profits for the current quarter fell steeply.  On analysis, it was revealed that ignoring the after sales services was its reasons.  Therefore, the company took all possible measures to protect and promote its favourable image in the eyes of the public.  As a result, the goodwill of the company improved in the society.

• Name and state the communication tool used by the marketer in the above case to improve its image.
• Also explain role of the tool as identified in part (a)
• Public Relations is being used as a promotional tool by the marketer.  It refers to the practice of managing communication between an organization and its publics in order to create the maintain a positive image about itself and its products.
• The role of public relations as a promotional tool is described below:
• Public relations helps to create a positive image about the company in the eyes of various interest holders like consumers, government, suppliers etc.
• It helps in launching new products as they may be accepted easily because of good reputation of business.
• It helps the business to reinstate itself in the wake of controversies or prejudices etc.

Q.16. Crackers Ltd., a fire-cracker manufacturing company launched some new products on eve of Diwali which attracted many buyers.  To meet the increased demand, the company employed children from nearby villages.  Although the product was in great demand, appropriate safety warning for use were not mentioned on the packets that led to many accidents.

• Identify and explain the important product-related decision that was not taken into consideration by the company.
• Also, identify any two values which were violated by the company.
• The company has ignored ‘Labeling’.  It is an important product-related decision.

Labeling refers to the process of designing a label for a product containing product description and the relevant information which is likely to affect a prospective buyers decision in making a purchase.It may vary from a simple tag to a complex graphic.

• The two values being violated by the company are:
• Abiding by law as child labour has been employed
• Concern for human life as appropriate warnings were not placed on the label.

Q. 17. ABC Crackers Ltd., a fire-cracker manufacturing company, launched some new products on the eve of Diwali in the market which attracted many buyers.  To meet the increasing demand, the company employed people from nearby villages where there was a lot of unemployment.  Because of the good behavior of the management with the employees, more and more people wanted to join the company.  As the products were in great demand in the market, a competitor imitated the products.  The products of the competitor were not accepted by the consumers as it was a status symbol to buy the products of ABC Crackers Ltd. because of their quality.

• Identify and explain the product-related decision because of which consumers preferred the products of ABC Crackers Ltd.
• Also, identify any two values which ACB Crackers Ltd. wanted to communicate to the society.
• Branding is the product-related decision because of which consumers preferred the products of ABC Crackers Ltd.

Branding is the process of assigning a name (brand name), sign or symbol (brand mark) or a combination of all to a product.Branding facilitates product differentiation, assists in advertising and display programmes, facilitates differential pricing, promotes consumers loyalty etc.

• The two values that ABC Crackers Ltd. wants to communicate to the society are:
• Generating employment opportunities
• Providing good working environment.

Q. 18. As a project work in Business Studies, the Commerce students of Himachal Public School, Himachal Pradesh though of preparing apple jam from the apples grown in their school premises and sell it in the school annual fete.  They approached the Principal who not only appreciated the students but also gave her consent for the same.  The school decided to donate 50% of the revenue generated from the sale to a nearby orphanage.  After the school fete, the school also decided to extend this project by providing employment to visually challenged and disadvantaged sections of society or regular basis.

• Explain any two product-related decisions which the students had to take.
• Suggest any two functions that the ‘label’ of the jam-bottle must perform.
• Identify two values communicated to society by this project of Himachal Public School, Himachal Pradesh.
• The two product-related decisions which the students had to take are branding and packaging.
• The two important functions that the label of the jam – bottle must perform are:
• Describe the product and specify its contents:
• Helps in identification of the product or brand:

      3. The two values communicated to the society by the project of Himachal Public School are:

Q. 19. Ajay was appointed as the marketing head of Alfa Enterprise, a manufacturer of toothpastes and toothbrushes.  His target sale was 2000 units a month.  Apart from thinking about various channels of distribution to achieve the target, he himself started visiting schools in backward areas.  He found that even after taking various steps and counseling, some school children had not started brushing their teeth.  He investigated and found that they could not start brushing their teeth.  He investigated and found that they could not afford to buy toothbrush and toothpaste.  So with due permission, he started donating 200 toothbrushes and toothpastes every month to the school.

• Identify the channel of distribution Ajay would adopt for the distribution of toothpaste and toothbrushes and justify it by giving one reason.
• State any two values which Ajay ants to communicate to society.
• Ajay would adopt indirect channels of distribution for marketing of toothpaste and tooth brushes because it is a consumer product.  It can be easily marked through longer channels, for example (Manufacturer – Wholesaler – Retailer – Consumer).
• The two values that Ajay wants to communicate to the society are:
• Good health
• Social welfare

Q. 20. Amar is engaged in the manufacturing of refrigerators.  He surveyed the market and found that customers need a refrigerator with a separate provision of water cooler in it.  He decided and launched the same refrigerator in the market.  Identify and explain the marketing philosophy involved.

Ans.  Amar is following the philosophy of marketing concept.  The prime focus of marketing concept is to ‘find wants and fill them’.  Therefore, the marketer first assesses the needs and preferences of its target market and manufacturers products accordingly in order to satisfy their needs and wants optimally.  It aims at profit maximization through customer satisfaction.

Q. 21. Mansi, a shoe manufacturer for school students, decided to maximize profits by producing and distributing shoes on a large-scale and thus reducing the average cost of production.

• Identify the marketing management philosophy adopted by Mansi.
• Explain this philosophy on the basis of the following:
•   Main Focus
• Means and Ends
• Mansi has adopted the production philosophy.
• Means: The production philosophy can be brought into effect by making products affordable and widely available.

        Ends: The production philosophy aims at maximizing profits through high volume of production.

Q. 22. Unilever has found a new way to make ice creams by using an ingredient called ‘ice structuring protein’ which is widely found in nature especially, in fishes which allows them to survive in freezing arctic waters.  Combining ISP with stabilizer technology allows to make ice creams that don’t melt so easily thereby making it more convenient for small children and consumer in hot countries.

In the context of above case:

• Identify the component of marketing mix being taken into consideration by the company.
• Explain briefly the function of marketing highlighted here.
• List any two values that the company wants to communicate to the society.
• The component of marketing mix being taken into consideration by the company is ‘Product’.
• Product designing and development: Every marketer strives to achieve his marketing objectives by creating offerings to satisfy a need or a want.  Therefore one of the core functions of marketing is to develop the product in the most effective and efficient way.  Every marketer endeavours to add value to his product by introducing constant innovations in the product to enhance both its utility and attractiveness in the eyes of the potential buyers and gain a competitive edge.
• The two values that the company wants to communicate to the society are:
• Responsibility towards consumers
• Technological advancement.

Q. 23. Ranger India Limited, is an automobile manufacturer in India.  It makes 1.5 million family cars every year.  That’s one car every 12 seconds.  It has a sales network of company approved retailers that spreads across 600 cities.

• Identify the type of the channel of distribution adopted by the company.
• State the market related factors that are likely to affect the decision of a marketer about the choice of channel of distribution.
• Indirect channel: One level channel f distribution adopted by the company.

        2. The market related factors that are likely to affect the decision of a marketer about the choice of channel of distribution are explained below:

• Size of market:
• Geographical concentration of potential buyers:
• Quantity purchased:

Q. 24. As a global leader in the consumer electronics and entertainment industries, Sony has set forth ‘Road to Zero environmental plan’, to achieve a zero environmental effect by the year 2-050 by producing world-class products in a manner that both protects and promotes a healthy and sustainable planet.

• Identify the marketing philosophy being implemented by the company.
• Outline the main focus and end of the relevant marketing philosophy.
• State any two values that the company wants to communicate to the society.
• Social marketing concept is being pursued by the company.
• The main focus of this philosophy is on both the needs of the potential buyers as well as concern for the society at large.  The ends include profit maximization through customer satisfaction and social welfare.
• Concern for the environment
• Welfare of the society

Q. 25. As the number of people making online purchases has increase manifolds, there is a growing concern about the disposal and management of packaging waste.  Every item bought is delivered with excess packaging and sometimes even non-biodegradable materials are used.

• Name the other two levels of packaging that the marketers may be using besides the immediate package.
• Describe briefly any two points highlighting the functions of packaging.
• State any two factors that should be kept in mind by the marketers while designing the packaging of its products.
• Secondary packaging and Transportation packaging.
• The functions of packaging in the marketing of goods and services is explained below:
• Product Identification:
• Product Protection:
• The marketers should use biodegradable packaging material and packaging should enhance the usability of the products.

Q. 26. Rastro Inc., is a multinational corporation that creates consumer electronics, personal computers, servers and computer software.  The company also has a chain of retail stores known as Restro Stores.  Despite high competition, Restro has succeeded in creating demand for its products, giving the company power over prices through product differentiation, innovation advertising and ensured brand loyalty.

• What is product differentiation?
• Name any one function of marketing that facilitates product differentiation.
• Identify the component of promotion mix being used by the company by Quoting lines form the paragraph.
• Describe briefly the pricing objective pursued by the company.
• Product differentiation is a strategy used by the marketers to gain an edge over its competitors by creating a distinguished perception of the product in the minds of the potential buyers in terms of its utilities.
• Branding is a function of marketing that facilitates product differentiation.
• Advertising is the component of promotion mix being used by the company “Giving the company power over prices through product differentiation, innovative advertising and ensured brand loyalty.”
• Attaining product quality leadership: Besides aiming at profit maximization as its pricing objective Rastro Inc. seeks to establish a unique place for its products in the market by offering superior quality products which can be easily distinguished from its competitors.  As a result, it is able to use differential pricing i.e. fixing up relatively higher prices for tits products.

Q. 27. Reema, Vibha and Ratna are three women entrepreneurs who are engaged in dealing with handicraft goods under the brand name ‘Gujkriti’ through a chain of retail outlets at five different places in delhi.  Their outsource all their products from tribal and rural women in the state of Rajasthan.  Reema is of the opinion that in order to increase the sale of their products, they should advertise about it on television.  But, Ratna is arguing that advertisement expenses will add to cost of operation.  Whereas Vibha is insisting that they should set up an online portal to market their products across the globe.

• Identify the tool of promotion being taken into consideration by Reema by quoting lines from the paragraph.
• How is the channel of distribution being suggested by Vibha different from the channel of distribution being used by them presently?
• Do you think that Ratna is justified in here argument that advertisement expenses will add to cost of operations?
• The tool of promotion being taken into consideration by Reema is advertising.  (Reema is of the opinion that in order to increase the sale of their products, they should advertise about it on television.)
• Vibha is insisting that they should set up an online portal to market their products across the globe i.e. adopting direct marketing or zero-level channel (manufacturer – consumer).  Whereas at present they are using indirect channels of distribution i.e. one level channel (manufacturer – retailer – consumer) by operating through a chain of retail outlets at five different places in Delhi.
• No, Ratna is not fully justified in her argument although advertising as a tool of promotion is often criticized on the ground that it adds to the cost of distribution which is passed on to the consumers in the form of higher prices.  Therefore, it increases the burden on the consumers.  But, this argument is not entirely true because advertisements help to increase demand for the product.  In order to meet the increased demand the production levels have to be raised.  As a result, the business is able to reap advantage of economies of scale and eventually the cost of production per unit comes down and benefits the buyers as the product’s prices are reduced consequently.

Q. 28. Arvind is planning to start a company manufacturing room fresheners.  He intends to use natural fruit extracts for adding fragrance to them.  He estimates an investment of Rs. 20 crores to set up the factory.  As it is difficult for him to raise the entire capital amount alone, he gives a partnership offer to his school friend, Sanjay who is an angel investor.  Sanjay, after being convinced about the feasibility of the project, accepts his offer.  Sanjay tells Arvind that they should also focus on other important decisions related to the product ‘room fresheners’ besides deciding about its features, variety and quality.  Branding is one of the important such decision.

• Name any other two important decisions related to a product.
• Why is branding considered as an important function by the marketers?  Give any one reason in support of your answer.
• State any four features of a good brand name.
• Labeling and Packaging are the two important decisions related to a product.
• Branding is considered to be a very important decision by the marketers because it facilitates product differentiation.  Through branding the prospective buyers are able to bring about a distinction between a company product and its substitutes available in the market.  This helps the company to obtain a desirable market share.
• The four features of a good brand name are stated below:
• The brand name should be short, easy to pronounce, spell, recognize and remember e.g., Ponds.
• A brand should suggest the product’s benefits and qualities e.g. Sunsilk.
• A brand name should be distinctive e.g., Lotus.
• It should be capable of being registered and protected legally.

Q. 29. Suraj is a small entrepreneur involved in the manufacturing of hair wax.  He finds that cost of production of 100 gm of hair wax is Rs. 250.  He has decided to keep a margin of 15% as profit moreover, he has assessed that there is a free competition in this product segment.

• Identify the function of marketing being performed by Suraj.
• State briefly the two factors that he is taking into consideration while performing the function as identified in part (a)
• Pricing is the function of marketing being performed by Suraj.
• The two factors that he is taking into consideration while performing the pricing function are as follows.
• Cost of product:
• Degree of competition:

Q. 30. After doing a diploma in entrepreneurship, Farihad started his own confectionary business.  He started doing a lot of hard work and used the recipes taught by his grandmother in various preparations.  He also learnt many recipes from online sites and television programmes.  He decided to keep the price of the products low initially and also informed his customers about the goodness of the items sold by them.  However, he didn’t mention on the package of each item weather it contained eggs or not.  As a result, vegetarian people became hesitant in buying things from his shop as they had to verbally inquire from him about the inclusion of eggs in the preparation of various items.

• Name the important aspect related to the marketing of products which has been ignored by Farihad.
• Explain briefly any free functions performed by the aspect as identified in part (a).
• Mention the right of consumer being violated by Farihad.
• The important aspect related to the marketing of products which has been ignored by Farihad is Labeling.
• The three important functions performed by labeling are:
• Describes the product and specifies its contents:
• Helps in identification of  the product or brand:
• Enables grading of products:
• The Right to information is being overlooked by the company in the above mentioned case.  According to the right to information, a consumer has the right to get complete information about the product he / she intends to buy including its contents, date of manufacture, date of expiry, price, quantity, directions for use etc.  Also, as per law, it is mandatory for the marketers to provide complete information about the product / service to the buyers.

Q. 31. ‘Shudh Hava Ltd.’ is engaged in manufacturing of air conditioners and desert coolers.  The company offers a wide range of products to meet the requirements of people from varied income groups.  Recently the company has developed a new product, an air purifier that improves the quality of air by filtering out all allergens and microbes.  The company introduced the product on two variants namely ‘Nano Tech’ and ‘Nano Tech Premium’.  In order to persuade people to buy the product it is offering easy payment options in equal monthly installments for different time periods.  Moreover, every buyer will be offered ‘scratch a card’ option to win instant gifts like decorative items, T-shirts etc.  the company is also planning to organize competitive events based on skill and luck in various malls in different cities.

• Name and explain the ‘type of promotion strategy’ adopted by the company to boost the sales of air purifiers.
• Also, identify the various techniques of this promotional strategy being used by the company by quoting liens from the paragraph.
• “The company offers a wide range of products to meet the requirements of people from varied income group.”  Name the relevant consumer right being promoted by the company.
• The type of promotion strategy adopted by the company to boost the sales of air purifiers is Sales Promotion.

Sales Promotion includes the various types of short term incentives offered by a marketer to increase the sale of a product or service.

• The various techniques of sales promotion being used by the company are listed below:
• Full finance @ 0% - “It is offering easy payment options in equal monthly installments for different time periods.”
• Instant draws and assured gifts – “every buyer will be offered ‘scratch a card’ option to win instant gifts like decorative items, T-shirts etc.”
• Contests – “The company is also planning to organize competitive events based on skill and luck in the various malls in the different cities.”
• Right to Choose is the consumer right being promoted by the company

Q. 32. Nischay, after completing his masters in computer engineering decided to start his own business.  He visited his uncle Mr. Jaiprakash who has been running a successful business in web designing.  He shared with Nischay that the main reason for his success in the business lies in his approach of building web sites according to the specifications of the clients but also providing continuous online assistance to them and handling their grievances effectively and doing all this at a profit.  He provides these services at competitive prices.  Anybody interested in getting the web solutions can contact him through his website.  Moreover, whenever the market is sluggish he tries to create demand by offering short-term incentives to the buyers.

• Define the term ‘Marketing Management’.
• Briefly explain the various elements of marketing mix being pursued by Mr. Jaiprakash by quoting liens from the para.
• Marketing management is “the art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value” – Philip Kotler
• The various elements of marketing mix being pursued by MR. Jaiprakash area as follows:
• Product:  “his business is not only restricted to designing web sites according to the specifications of the clients but also providing continuous online assistance to them and handling their grievances’ effectively.”
• Price: “doing all this at a profit.  He provides these services at competitive price.”
• Place: “Anybody interested in getting the web solutions can contact him through his website.”
• Promotion: “Moreover, ,whenever the market is sluggish he tries to create demand by offering short-term incentives to the buyers.”

Q. 33. In today’s world, through social media, news spread in a flash.  Moreover, if it is bad news, it acquires a speed that is virtually impossible to stop.  Hence, all corporate are more susceptible to a tarnished image today than in any other day and age.  The loss of goodwill may lead to decreased revenue, loss of clients or suppliers and fall in market share.  Over the year, therefore, most of the companies have set up a separate department to manage the public opinions about them.  The department works in close coordination with the various interest groups like consumers, government, suppliers etc. and strives to handle effectively if any controversies arise.

• Identify the element of promotion mix being referred to in the above liens.
• Briefly explain any three points highlighting the role of this element of promotion mix as identified in part (a)
• The element of promotion mix being referred to in the above lines is Public Relations.
• It helps the business to reinstate itself in wake of controversies or prejudices etc.

Q. 34. Traditional trade or kriana stores constitute 90% of the FMCG (fast moving consumer goods) business in India.  HUL is the market leader in FMCG with over 60 lakh outlets.  According to industry estimates, Patanjali products are currently available in two lakh traditional retail outlets.  ‘Availability of the product’ is the single largest driver of FMCG sales.  A shopper research suggests that 30% - 40% consumers shift preference if their favourite brand is not available at the store.

• Identify the component of marketing mix being discussed in the above liens.
• State the two main decisions related to the concept identified in part (a)
• Name the type of channel of distribution adopted by HUL.
• The component of marketing mix being discussed in the above liens is place / physical distribution.
• Physical movement of goods from producers to consumers
• Choice of channels of distribution
• Indirect channel of distribution has been adopted by HUL.  It is a two level channel i.e. (Manufacturer – wholesaler – retailer – consumer)

Q. 35. Arun and Rukun are good friends.  After doing a fashion designing course from a reputed institute, they have set up a garment factory in the rural area of Faridabad to manufacture trendy casual wear like jeans, T-shirts, shirts etc. under the brand name ‘Swatantra’.  They have employed people from the nearby villages itself in the factory.  Moreover, they wish to sell the products through local retailers in the villages and also through “Flipkart’.

• Identify the elements of marketing mix being taken into consideration by Arun.
• Name the two methods of marketing adopted by them.
• State any two values that are being fulfilled by them.
• The elements of marketing mix being taken into consideration by Arun are product and place.
• The two methods of marketing adopted by them are both direct and indirect marketing.
• Two values that are being fulfilled by the are:
• Generating employment
• Raising the standard of living of the people in the village

Q. 36. Yogesh buys a new laptop for his son Mukesh on his birthday from a company owned retail outlet.  After a few months, some parts of the laptop get damaged in a road accident.  Yogesh approaches the dealer to get the damaged parts replaced with the new ones.  But, he is told that the company does not provide any after sale service to the customers.  Yogesh feels very dissatisfied as a consumer and woes that he will never buy this companies product ever again.

• Identify the function of marketing being ignored by the company.
• As a business advisor, suggest any two services that will be very effective in enhancing brand loyalty for any such product.
• Name the appropriate redressal agency that he can approach in case he decides to file a case against the dealer.
• The function of marketing being ignored by the company is customer support services.
• As a business advisor, I would suggest the introduction of the following services that will be very effective in enhancing brand loyalty for any such product.
• Setting up a separate department for handling consumer complaints.
• Providing 365 days × 24 × 7 online assistance to the buyers for any maintenance or technical issues.
• Yogesh can file a complaint in the District forum.

Q. 37. Mr. Rajiv wants to buy LCD T.V. for his family.  Now he has come to Jagota Electronics, Model Town, after coming to shop he get confused.  Write the name of promotion tool which has brought him to the shop and promotion tool needed now.  Also write the four points of importance of latter tool.

Ans.  The just promotion tool which brought Rajiv to the shop is advertisement and the promotion tool required now is personnel selling.

Q. 38. Mr. Rajiv, the sales executive of ABC Ltd. possess good marketing techniques, his techniques involve oral presentation of message, convincing the customer with face to face interaction, etc.

• Name the element of marketing mix under which the above technique fall.
• Identify the element used by Rajiv.
• Give any three merits of that technique:
• Personal Selling
• Merits of Personal Selling

Q. 39. ITC started its business with Jobaico Industry later on its entered in Hotel Industry, Consumer goods industry, stationery, etc. ITC assured quality to customer and kept company’s name as its identity.  This help the customers in product identification and hence ensured quality.  It also built up their confidence and help in increasing their level of satisfaction.

• Name the element of marketing mix referred in above para.
• Name the other elements of marketing mix.
• Name the concept which assure quality and help in identification of product.
• Identify the value emphasized by ITC.
• Product Mix.
• Other elements: Price mix, Place mix, Promotion mix.
• Concept which help in identifying the product and assure quality is branding.
• (a) Value of supplying quality product.

(b) Value of building confidence among customers.

Q. 40. Ajay was appointed as a marketing head of Alfa Enterprise manufactures of toothpaste and tooth brushes.  His target sale was zero units a month.  Apart from thinking about various channels of distribution to achieve the target, he himself started visiting schools in backward areas.  He found that even after taking various steps and counseling some school children had not started brushing their teeth.  He investigated and found that they could not afford to buy toothbrush and toothpaste.  So with due permission the started donating 200 toothbrush and toothpaste to schools.

• Identify the channels of distribution Ajay would adapt for distribution of toothbrush and toothpaste, justify by giving reasons.
• State any two values which Ajay want to communicate to society.
• The channel of distribution Ajay would adapt is indirect because he is dealing with consumer goods.
• Values which Ajay wants to communicate to society are:
• Concern for underprivileged
• Sensitivity towards health.

Q. 41. Nisha, a school bag manufacturer decided to improve the product for profit maximization and thus added a water bottle holder to the existing design.

• Identify the marketing management philosophy adopted by Nisha and
• Explain this philosophy on the basis of:
• Main focus and
• Means and ends.

Ans.  Product concept.

Q. 42. Ayesha is manufacturing lunch boxes for school-going children.  To maximize profit she decided to improve the quality and added a warmer for the lunch boxes.  Due to this improvement in the product, the sale is increasing day by day.  Identify and explain the marketing philosophy involved.

Q. 43. Mansi, a shoe manufacturer for school students, decided to maximize her profit by producing and distributing at large scale and thereby reducing the average cost of production:

• Explain this philosophy on the basis iof:

Ans.     (i) Production concept.

            (ii) Give difference,

Q. 44. Vasvi purchased a bottle of pickle from the local grocery shop.  The information provided on the bottle was not clear.  She fell sick on consuming it.  She filed a case in the District forum under the Consumer Protection Act and got the relief.

• Identify the important aspect neglected by the marketer in the above case.
• Explain briefly the functions of the aspect identified in (a) above.

Ashima purchased a bottle of tomato-sauce from the local grocery shop.  The information provided on the bottle was not clear.  She fell sick on consuming it.  She filed a case in the District Forum under the Consumer Protection Act and got the relief.

• The marketer had overlooked the Labelling as it was not done appropriately for the product.
• The functions of labeling are detailed below:

Q. 45. Radha found a worm crawling out of newly opened tetra pack of a juice manufactured by a reputed company, Zest, Ltd.  She went back to the shopkeeper from whom the pack was purchased who directed her to call up the customer care centre.  When all her efforts failed, she went to consumer activist group to seek help.  The group decided to help Radha and take measures to impose restrictions on the sale of the firm’s products of the particular batch and urge customers to refrain from buying the products of the company.  Zest Ltd. lost its image n the market.  The CEO gives the responsibility of bringing back the lost image of the company to a Manager.

• Also explain the role of above identified concept by stating any two points.
• Public Relations.
• Role of public relations can be discussed with respect to the functions which the department performs: (any two)
• Press relations
• Product publicity
• Corporate communication
• Counseling.

Top Courses for Commerce

FAQs on Case Studies - Marketing Management - Business Studies (BST) Class 12 - Commerce

Case Studies - Marketing Management | Business Studies (BST) Class 12 - Commerce

Practice quizzes, video lectures, important questions, extra questions, past year papers, shortcuts and tricks, sample paper, previous year questions with solutions, semester notes, viva questions, study material, mock tests for examination, objective type questions.

Case Studies - Marketing Management Free PDF Download

Importance of case studies - marketing management, case studies - marketing management notes, case studies - marketing management commerce questions, study case studies - marketing management on the app.

Welcome Back

Create your account for free.

Forgot Password

Unattempted tests, change country, practice & revise.

CBSE NCERT Solutions

NCERT and CBSE Solutions for free

Marketing Management Class 12 Business Studies Notes and Questions

Please refer to Marketing Management Class 12 Business Studies notes and questions with solutions below. These revision notes and important examination questions have been prepared based on the latest Business Studies books for  Class 12 . You can go through the questions and solutions below which will help you to get better marks in your examinations.

Class 12 Business Studies Marketing Management Notes and Questions

Q. 1. Zoom Udyog, a car manufacturing Co., has started its business with Zoom 800 and slowly launched Zoom-1000, Wagon-Z, Swy-fy etc. and offered various services like after sale services, availability of spare parts etc. Identify the element of marketing mix referred here.  Ans.  Product Q. 2. Radha found a worm crawling out of newly opened tetra pack of a juice manufactured by a reputed company, Zest, Ltd. She went back to the shopkeeper from whom the pack was purchased who directed her to call up the customer care centre. When all her efforts failed, she went to a consumer activist group to seek help. The group decided to help Radha and taken measures to impose restrictions on the sale of the firm’s products of the particular batch and urge customers to refrain from buying the products of the company. Zest Ltd. lost its image in the market. The CEO gives the responsibility of bringing back the lost image of the company to a Manager. 1. Identify the concept of Marketing Management which will help the Manager getting the firm out of the above crisis. 2. Also explain the role of above identified concept by stating any two points.  Ans. 1. Public Relations 2. Role of Public Relations: 1. Product Publicity: 2. Counseling: Q. 3. The manager of Impact Enterprise, dealing in cosmetics, is facing the problem of poor sales. Suggest the four promotional measures that he can undertake to improve the sales. Also, name the factors affecting their choice.  Ans.  The manager of Impact Enterprise, dealing in cosmetics, should take the following four promotional measures to improve the sales: 1. Advertising 2. Sales promotion 3. Personal selling 4. Publicity Factors affecting choice of promotional tool: 1. Nature of market 2. Nature of product 3. Promotions budget 4. Objectives of promotion Q. 4. A mobile company is launching a new high tech mobile phone in the market. Which department is going to look into the techniques iof promoting it?  Ans.  Public Relations (PR) Department Q. 5. Identify the Marketing Management philosophy adopted in the following cases: 1. Mansi, a shoe manufacturer for school students, decided to maximize her profit by producing and distributing at large scale and thereby reducing the average cost of production. 2. Nisha, a school bag manufacturer decided to improve the product for profit maximization and thus added a water bottle holder to the existing design. 3. Jasdeep, a dealer in school uniforms, decided to maximize his profit by using different aggressive promotional efforts. 4. Amar is engaged in manufacturing of refrigerators. He surveyed the market and found that customers need a refrigerator with a separate provision of water cooler in it. He decided to launch the same refrigerator in the market.  Ans. 1. Production concept 2. Product concept 3. Selling concept 4. Marketing concept Q. 6. Identify the method of sales-promotion in the following cases: 1. A mobile company offers a discount of Rs. 1000 to clear off excess inventory. 2. A customer gets Rs. 5 off on return of an empty wrapper while making a new purchase of the same product. 3. A Company offers a pack of 1/2kg of sugar with the purchase of a 5 kg bag of wheat flour. 4. A Company offers 40% of extra shaving cream in a pack of 500 gms. 5. Scratch a card and get a gold coin with the purchase of a cold drink. 6. Purchase goods worth Rs. 50,000 and get a holiday package worth Rs. 10,000 free. Ans. 1. Rebate 2. Refund 3. Product-combination 4. Quantity-gift 5. Instant draws and assigned gift 6. Usable Benefit / Lucky Draw Q. 7. ‘Various tools of communication are used by the marketers to promote their products.’ 1. Why do companies use all tools at the same time? 2. Name and explain the most commonly used non-personal tool of promotion which is paid for by the marketer. 3. Which tool of promotion will primarily be used for the following? 1. To promote or protect a company’s image or its individual products. 2. An existing product meant for mass usage by literate people. 3. To introduce a new product to a particular class of people through door-to-door visits. 4. To attract attention of the people by using incentives. (6 marks) Ans. 1. The companies use all tools at the same time because of the nature of market, nature of product, promotion budget and objectives of promotion being different at different times. 2. The most commonly used non-personal tool of promotion which is paid for by the marketer is advertising. It is a paid and non-personal form having an identified sponsor to promote an idea. 3. The tools of promotion used are: 1. Public Relations 2. Advertisements 3. Personal selling 4. Sales Promotion Q. 8. Good Living Ltd. manufactures mosquito repellent tables. These tablets are packed in strips of 12 tablets each. Each of these strips are packed in a cardboard box, 48 such boxes are then placed in a big corrugated box and delivered to various retailers for sale. State the purpose of packaging the tablets in a corrugated box.  Ans.  The packaging of tablets in a corrugated box is necessary for the purpose of storage, identification and transportation. Q. 9. Shreemaya Hotel in Indore was facing problem of low demand for its rooms due to off season. The Managing Director (MD) of the hotel, Mrs. Sakina was very worried. She called upon the Marketing Manager, Mr. Kapoor for his advice. He suggested, that the hotel should announce an offer of ‘3 days and 2 Nights hotel stay package with free breakfast and one day religious visit to Omkarehswar and Mahakaleshwar Temples’. The MD liked the suggestion very much. Identify the promotional tool, which can be used by the hotel through which large number of prospective pilgrimage tourists, all over the country and also abroad, can be reached, informed and persuaded to use the incentive.  Ans.  Sales Promotion Q. 10. “Every time I travelled, people asked me to bring them chips, khakra and pickles from all over the country,” says Anoushka. Finally, she and her colleague, Sumemet, decided to make out of it. They launched a face book bags, asked people what they wanted, and they came up with a list of about 100 places and tried up with two dozen vendors to begin with. They were servicing people from Jaipur who wanted spices from Kerala, people form Panipat who wanted halwa from Jammu and people from Delhi who ordered for fresh tea leaves form Darjeeling. Through their business they wished to bridge the gap between sellers nd buyers. The business is now worth millions. Explain any two important activities that Anoushka and Sumeet will have to be involved in for making the goods available to the customers at the right place, in the right quantity and at the right time.  Ans.  Activities / Components of Physical Distribution: (any two) 1. Order processing: 2. Transportation; 3. Warehousing: 4. Inventory Control: Q. 11. ‘Beauty Products Ltd’s is a natural and ethical beauty brand famous for offering organic beauty products for men and women. The company uses plant based materials for its products and is the No. 1 beauty brand in the country. It not Identify the marketing management philosophy being following by ‘Beauty Products Ltd.’  Ans.  Social marketing concept. Q. 12. ‘Haryaram’ is a famous chain selling a large variety of products in the Indian market. Their products include chips, biscuits, sweets and squashes. It charges a comparatively higher price than its competitors as it sells quality products. Besides, it offers regular discounts to its customers and easy credit terms to its retailers. It has five of its own retail shops. It also sells its products through various grocery stores to that the products are made available to customers at the right place, in the right quantity and at the right time. It regularly uses different communication tools to increase its sales. The above para describes the combination of variables used by Hayaram to prepare its market offering. Identify and explain the variables.  Ans.  The combination of variables used by Hayaram to prepare its market offering are: 1. Product ‘their products include chips, biscuits, sweets squashes.’ 2. Price ‘It offers regular discounts to its customers and easy credit terms to its retailers’. 3. Place / Physical Distribution ‘It has five of its own retail shops.’ or ‘It also sells its products through various grocery stores …right time.’ 4. Promotion ‘It regularly uses different communication tools to increase its sales.’ Q. 13. ‘Maruti Vega Ltd.’ entered into the market with coloured television and have now introduced products like audio systems, air-conditioners, washing machines, etc. the company is not only offering the products but also handling complaints and offering after-sales services. Identify the element of marketing-mix discussed here.  Ans.  Product/ Product mix. Q. 14. Radhika was a student of Business Studies of Call XII. Her father was a farmer who grew different varieties of rice and was well-versed about various aspects of rice cultivation. He was also selected by the government for a pilot-project on rice cultivation. As a project-work in Business Studies she decided to study the feasibility of marketing good quality rice at a reasonable price. Her father suggested her to use internet to gather customers’ views and opinions. She found that there was a huge demand for packaged organic rice. She knew that there were no pre-determined specification in case of rice because of which it would be difficult to achieve uniformity in the output. To differentiate the product form its competitors, she gave it the name of Malabari Organic Rice’ and classified it into three different varieties namely – Popular,, Classic and Supreme, based on the quality. She felt that these names would help her in product differentiation. Explain the three function of marketing, with reference to the above paragraph. ( Ans.  Functions of marketing, with reference to the above paragraph are: 1. Gathering and analyzing market information: 2. Standardization and Grading: 3. Branding: Q. 15. A Company was marketing water purifiers which were very popular due to their quality and after sales services provided to the customers. The company was a leading company in the market and earning huge profits. Because of huge profits, the company ignored the after sales services. As a result, its relations with customers got spoiled and the image of the company was damaged in the public. The top management became concerned when the profits for the current quarter fell steeply. On analysis, it was revealed that ignoring the after sales services was its reasons. Therefore, the company took all possible measures to protect and promote its favourable image in the eyes of the public. As a result, the goodwill of the company improved in the society. 1. Name and state the communication tool used by the marketer in the above case to improve its image. 2. Also explain role of the tool as identified in part (a) Ans. 1. Public Relations is being used as a promotional tool by the marketer. It refers to the practice of managing communication between an organization and its publics in order to create the maintain a positive image about itself and its products. 2. The role of public relations as a promotional tool is described below: 1. Public relations helps to create a positive image about the company in the eyes of various interest holders like consumers, government, suppliers etc. 2. It helps in launching new products as they may be accepted easily because of good reputation of business. 3. It helps the business to reinstate itself in the wake of controversies or prejudices etc. Q.16. Crackers Ltd., a fire-cracker manufacturing company launched some new products on eve of Diwali which attracted many buyers. To meet the increased demand, the company employed children from nearby villages. Although the product was in great demand, appropriate safety warning for use were not mentioned on the packets that led to many accidents. 1. Identify and explain the important product-related decision that was not taken into consideration by the company. 2. Also, identify any two values which were violated by the company. Ans. 1. The company has ignored ‘Labeling’. It is an important product-related decision. Labeling refers to the process of designing a label for a product containing product description and the relevant information which is likely to affect a prospective buyers decision in making a purchase.It may vary from a simple tag to a complex graphic. The two values being violated by the company are: 1. Abiding by law as child labour has been employed 2. Concern for human life as appropriate warnings were not placed on the label. Q. 17. ABC Crackers Ltd., a fire-cracker manufacturing company, launched some new products on the eve of Diwali in the market which attracted many buyers. To meet the increasing demand, the company employed people from nearby villages where there was a lot of unemployment. Because of the good behavior of the management with the employees, more and more people wanted to join the company. As the products were in great demand in the market, a competitor imitated the products. The products of the competitor were not accepted by the consumers as it was a status symbol to buy the products of ABC Crackers Ltd. because of their quality. 1. Identify and explain the product-related decision because of which consumers preferred the products of ABC Crackers Ltd. 2. Also, identify any two values which ACB Crackers Ltd. wanted to communicate to the society. Ans. 1. Branding is the product-related decision because of which consumers preferred the products of ABC Crackers Ltd. Branding is the process of assigning a name (brand name), sign or symbol (brand mark) or a combination of all to a product.Branding facilitates product differentiation, assists in advertising and display programmes, facilitates differential pricing, promotes consumers loyalty etc. The two values that ABC Crackers Ltd. wants to communicate to the society are: 1. Generating employment opportunities 2. Providing good working environment. Q. 18. As a project work in Business Studies, the Commerce students of Himachal Public School, Himachal Pradesh though of preparing apple jam from the apples grown in their school premises and sell it in the school annual fete. They approached the Principal who not only appreciated the students but also gave her consent for the same. The schooldecided to donate 50% of the revenue generated from the sale to a nearby orphanage. After the school fete, the school also decided to extend this project by providing employment to visually challenged and disadvantaged sections of society or regular basis. 1. Explain any two product-related decisions which the students had to take. 2. Suggest any two functions that the ‘label’ of the jam-bottle must perform. 3. Identify two values communicated to society by this project of Himachal Public School, Himachal Pradesh. Ans. 1. The two product-related decisions which the students had to take are branding and packaging. 2. The two important functions that the label of the jam – bottle must perform are: ● Describe the product and specify its contents: ● Helps in identification of the product or brand: 3. The two values communicated to the society by the project of Himachal Public School are: ● Generating employment opportunities ● Humanity Q. 19. Ajay was appointed as the marketing head of Alfa Enterprise, a manufacturer of toothpastes and toothbrushes. His target sale was 2000 units a month. Apart from thinking about various channels of distribution to achieve the target, he himself started visiting schools in backward areas. He found that even after taking various steps and counseling, some school children had not started brushing their teeth. He investigated and found that they could not start brushing their teeth. He investigated and found that they could not afford to buy toothbrush and toothpaste. So with due permission, he started donating 200 toothbrushes and toothpastes every month to the school. 1. Identify the channel of distribution Ajay would adopt for the distribution of toothpaste and toothbrushes and justify it by giving one reason. 2. State any two values which Ajay ants to communicate to society. Ans. 1. Ajay would adopt indirect channels of distribution for marketing of toothpaste and tooth brushes because it is a consumer product. It can be easily marked through longer channels, for example (Manufacturer – Wholesaler – Retailer – Consumer). 2. The two values that Ajay wants to communicate to the society are: 1. Good health 2. Social welfare Q. 20. Amar is engaged in the manufacturing of refrigerators. He surveyed the market and found that customers need a refrigerator with a separate provision of water cooler in it. He decided and launched the same refrigerator in the market. Identify and explain the marketing philosophy involved. Ans.  Amar is following the philosophy of marketing concept. The prime focus of marketing concept is to ‘find wants and fill them’. Therefore, the marketer first assesses the needs and preferences of its target market and manufacturers products accordingly in order to satisfy their needs and wants optimally. It aims at profit maximization through customer satisfaction. Q. 21. Mansi, a shoe manufacturer for school students, decided to maximize profits by producing and distributing shoes on a large-scale and thus reducing the average cost of production. 1. Identify the marketing management philosophy adopted by Mansi. 2. Explain this philosophy on the basis of the following: ● Main Focus ● Means and Ends Ans. 1. Mansi has adopted the production philosophy. 2. Means: The production philosophy can be brought into effect by making products affordable and widely available. Ends: The production philosophy aims at maximizing profits through high volume of production. Q. 22. Unilever has found a new way to make ice creams by using an ingredient called ‘ice structuring protein’ which is widely found in nature especially, in fishes which allows them to survive in freezing arctic waters. Combining ISP with stabilizer technology allows to make ice creams that don’t melt so easily thereby making it more convenient for small children and consumer in hot countries. In the context of above case: 1. Identify the component of marketing mix being taken into consideration by the company. 2. Explain briefly the function of marketing highlighted here. 3. List any two values that the company wants to communicate to the society. Ans. 1. The component of marketing mix being taken into consideration by the company is ‘Product’. 2. Product designing and development: Every marketer strives to achieve his marketing objectives by creating offerings to satisfy a need or a want. Therefore one of the core functions of marketing is to develop the product in the most effective and efficient way. Every marketer endeavours to add value to his product by introducing constant innovations in the product to enhance both its utility and attractiveness in the eyes of the potential buyers and gain a competitive edge. 3. The two values that the company wants to communicate to the society are: ● Responsibility towards consumers ● Technological advancement. Q. 23. Ranger India Limited, is an automobile manufacturer in India. It makes 1.5 million family cars every year. That’s one car every 12 seconds. It has a sales network of company approved retailers that spreads across 600 cities. In the context of above case: 1. Identify the type of the channel of distribution adopted by the company. 2. State the market related factors that are likely to affect the decision of a marketer about the choice of channel of distribution. Ans. 1. Indirect channel: One level channel f distribution adopted by the company. 2. The market related factors that are likely to affect the decision of a marketer about the choice of channel of distribution are explained below: 1. Size of market: 2. Geographical concentration of potential buyers: 3. Quantity purchased: Q. 24. As a global leader in the consumer electronics and entertainment industries, Sony has set forth ‘Road to Zero environmental plan’, to achieve a zero environmental effect by the year 2-050 by producing world-class products in a manner that both protects and promotes a healthy and sustainable planet. In the context of above case: 1. Identify the marketing philosophy being implemented by the company. 2. Outline the main focus and end of the relevant marketing philosophy. 3. State any two values that the company wants to communicate to the society. Ans. 1. Social marketing concept is being pursued by the company. 2. The main focus of this philosophy is on both the needs of the potential buyers as well as concern for the society at large. The ends include profit maximization through customer satisfaction and social welfare. 3. The two values that the company wants to communicate to the society are: 1. Concern for the environment 2. Welfare of the society Q. 25. As the number of people making online purchases has increase manifolds, there is a growing concern about the disposal and management of packaging waste. Every item bought is delivered with excess packaging and sometimes even non-biodegradable materials are used. In the context of above case: 1. Name the other two levels of packaging that the marketers may be using besides the immediate package. 2. Describe briefly any two points highlighting the functions of packaging. 3. State any two factors that should be kept in mind by the marketers while designing the packaging of its products. Ans. 1. Secondary packaging and Transportation packaging. 2. The functions of packaging in the marketing of goods and services is explained below: 1. Product Identification: 2. Product Protection: 3. The marketers should use biodegradable packaging material and packaging should enhance the usability of the products. Q. 26. Rastro Inc., is a multinational corporation that creates consumer electronics, personal computers, servers and computer software. The company also has a chain of retail stores known as Restro Stores. Despite high competition, Restro has succeeded in creating demand for its products, giving the company power over prices through product differentiation, innovation advertising and ensured brand loyalty. In the context of above case: 1. What is product differentiation? 2. Name any one function of marketing that facilitates product differentiation. 3. Identify the component of promotion mix being used by the company by Quoting lines form the paragraph. 4. Describe briefly the pricing objective pursued by the company. Ans. 1. Product differentiation is a strategy used by the marketers to gain an edge over its competitors by creating a distinguished perception of the product in the minds of the potential buyers in terms of its utilities. 2. Branding is a function of marketing that facilitates product differentiation. 3. Advertising is the component of promotion mix being used by the company “Giving the company power over prices through product differentiation, innovative advertising and ensured brand loyalty.” 4. Attaining product quality leadership: Besides aiming at profit maximization as its pricing objective Rastro Inc. seeks to establish a unique place for its products in the market by offering superior quality products which can be easily distinguished from its competitors. As a result, it is able to use differential pricing i.e. fixing up relatively higher prices for tits products. Q. 27. Reema, Vibha and Ratna are three women entrepreneurs who are engaged in dealing with handicraft goods under the brand name ‘Gujkriti’ through a chain of retail outlets at five different places in delhi. Their outsource all their products from tribal and rural omen in the state of Rajasthan. Reema is of the opinion that in order to increase the sale of their products, they should advertise about it on television. But, Ratna is arguing that advertisement expenses will add to cost of operation. Whereas Vibha is insisting that they should set up an online portal to market their products across the globe. In the context of above case: 1. Identify the tool of promotion being taken into consideration by Reema by quoting lines from the paragraph. 2. How is the channel of distribution being suggested by Vibha different from the channel of distribution being used by them presently? 3. Do you think that Ratna is justified in here argument that advertisement expenses will add to cost of operations? Ans. 1. The tool of promotion being taken into consideration by Reema is advertising. (Reema is of the opinion that in order to increase the sale of their products, they should advertise about it on television.) 2. Vibha is insisting that they should set up an online portal to market their products across the globe i.e. adopting direct marketing or zero-level channel (manufacturer – consumer). Whereas at present they are using indirect channels of distribution i.e. one level channel (manufacturer – retailer – consumer) by operating through a chain of retail outlets at five different places in Delhi. 3. No, Ratna is not fully justified in her argument although advertising as a tool of promotion is often criticized on the ground that it adds to the cost of distribution which is passed on to the consumers in the form of higher prices. Therefore, it increases the burden on the consumers. But, this argument is not entirely true because advertisements help to increase demand for the product. In order to meet the increased demand the production levels have to be raised. As a result, the business is able to reap advantage of economies of scale and eventually the cost of production per unit comes down and benefits the buyers as the product’s prices are reduced consequently. Q. 28. Arvind is planning to start a company manufacturing room fresheners. He intends to use natural fruit extracts for adding fragrance to them. He estimates an investment of Rs. 20 crores to set up the factory. As it is difficult for him to raise the entire capital amount alone, he gives a partnership offer to his school friend, Sanjay who is an angel investor. Sanjay, after being convinced about the feasibility of the project, accepts his offer. Sanjay tells Arvind that they should also focus on other important decisions related  to the product ‘room fresheners’ besides deciding about its features, variety and quality. Branding is one of the important such decision. In the context of above case: 1. Name any other two important decisions related to a product. 2. Why is branding considered as an important function by the marketers? Give any one reason in support of your answer. 3. State any four features of a good brand name. Ans. 1. Labeling and Packaging are the two important decisions related to a product. 2. Branding is considered to be a very important decision by the marketers because it facilitates product differentiation. Through branding the prospective buyers are able to bring about a distinction between a company product and its substitutes available in the market. This helps the company to obtain a desirable market share. 3. The four features of a good brand name are stated below: 1. The brand name should be short, easy to pronounce, spell, recognize and remember e.g., Ponds. 2. A brand should suggest the product’s benefits and qualities e.g. Sunsilk. 3. A brand name should be distinctive e.g., Lotus. 4. It should be capable of being registered and protected legally. Q. 29. Suraj is a small entrepreneur involved in the manufacturing of hair wax. He finds that cost of production of 100 gm of hair wax is Rs. 250. He has decided to keep a margin of 15% as profit moreover, he has assessed that there is a free competition in this product segment. In the context of above case: 1. Identify the function of marketing being performed by Suraj. 2. State briefly the two factors that he is taking into consideration while performing the function as identified in part (a) Ans. 1. Pricing is the function of marketing being performed by Suraj. 2. The two factors that he is taking into consideration while performing the pricing function are as follows. 1. Cost of product: 2. Degree of competition: Q. 30. After doing a diploma in entrepreneurship, Farihad started his own confectionary business. He started doing a lot of hard work and used the recipes taught by his grandmother in various preparations. He also learnt many recipes from online sites and television programmes. He decided to keep the price of the products low initially and also informed his customers about the goodness of the items sold by them. However, he didn’t mention on the package of each item weather it contained eggs or not. As a result, vegetarian people became hesitant in buying things from his shop as they had to verbally inquire from him about the inclusion of eggs in the preparation of various items. In the context of above case: 1. Name the important aspect related to the marketing of products which has been ignored by Farihad. 2. Explain briefly any free functions performed by the aspect as identified in part (a). 3. Mention the right of consumer being violated by Farihad. Ans. 1. The important aspect related to the marketing of products which has been ignored by Farihad is Labeling. 2. The three important functions performed by labeling are: 1. Describes the product and specifies its contents: 2. Helps in identification of the product or brand: 3. Enables grading of products: 1. The Right to information is being overlooked by the company in the above mentioned case. According to the right to information, a consumer has the right to get complete information about the product he / she intends to buy including its contents, date of manufacture, date of expiry, price, quantity, directions for use etc. Also, as per law, it is mandatory for the marketers to provide complete information about the product / service to the buyers. Q. 31. ‘Shudh Hava Ltd.’ is engaged in manufacturing of air conditioners and desert coolers. The company offers a wide range of products to meet the requirements of people from varied income groups. Recently the company has developed a new product, an air purifier that improves the quality of air by filtering out all allergens and microbes. The company introduced the product on two variants namely ‘Nano Tech’ and ‘Nano Tech Premium’. In order to persuade people to buy the product it is offering easy payment options in equal monthly installments for different time periods. Moreover, every buyer will be offered ‘scratch a card’ option to win instant gifts like decorative items, T-shirts etc. the company is also planning to organize competitive events based on skill and luck in various malls in different cities. In the context of above case: 1. Name and explain the ‘type of promotion strategy’ adopted by the company to boost the sales of air purifiers. 2. Also, identify the various techniques of this promotional strategy being used by the company by quoting liens from the paragraph. 3. “The company offers a wide range of products to meet the requirements of people from varied income group.” Name the relevant consumer right being promoted by the company. Ans. 1. The type of promotion strategy adopted by the company to boost the sales of air purifiers is Sales Promotion. Sales Promotion includes the various types of short term incentives offered by a marketer to increase the sale of a product or service. The various techniques of sales promotion being used by the company are listed below: 1. Full finance @ 0% – “It is offering easy payment options in equal monthly installments for different time periods.” 2. Instant draws and assured gifts – “every buyer will be offered ‘scratch a card’ option to win instant gifts like decorative items, T-shirts etc.” 3. Contests – “The company is also planning to organize competitive events based on skill and luck in the various malls in the different cities.” 1. Right to Choose is the consumer right being promoted by the company Q. 32. Nischay, after completing his masters in computer engineering decided to start his own business. He visited his uncle Mr. Jaiprakash who has been running a successful business in web designing. He shared with Nischay that the main reason for his success in the business lies in his approach of building web sites according to the specifications of the clients but also providing continuous online assistance to them and handling their grievances effectively and doing all this at a profit. He provides these services at competitive prices. Anybody interested in getting the web solutions can contact him through his website. Moreover, whenever the market is sluggish he tries to create demand by offering short-term incentives to the buyers. In the context of above case: 1. Define the term ‘Marketing Management’. 2. Briefly explain the various elements of marketing mix being pursued by Mr. Jaiprakash by quoting liens from the para. Ans. 1. Marketing management is “the art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value” – Philip Kotler 2. The various elements of marketing mix being pursued by MR. Jaiprakash area as follows: 1. Product: “his business is not only restricted to designing web sites according to the specifications of the clients but also providing continuous online assistance to them and handling their grievances’ effectively.” 2. Price: “doing all this at a profit. He provides these services at competitive price.” 3. Place: “Anybody interested in getting the web solutions can contact him through his website.” 4. Promotion: “Moreover, ,whenever the market is sluggish he tries to create demand by offering short-term incentives to the buyers.” Q. 33. In today’s world, through social media, news spread in a flash. Moreover, if it is bad news, it acquires a speed that is virtually impossible to stop. Hence, all corporate are more susceptible to a tarnished image today than in any other day and age. The loss of goodwill may lead to decreased revenue, loss of clients or suppliers and fall in market share. Over the year, therefore, most of the companies have set up a separate department to manage the public opinions about them. The department works in close coordination with the various interest groups like consumers, government, suppliers etc. and strives to handle effectively if any controversies arise. In the context of above case: 1. Identify the element of promotion mix being referred to in the above liens. 2. Briefly explain any three points highlighting the role of this element of promotion mix as identified in part (a) Ans. 1. The element of promotion mix being referred to in the above lines is Public Relations. 2. The role of public relations as a promotional tool is described below: 1. Public relations helps to create a positive image about the company in the eyes of various interest holders like consumers, government, suppliers etc. 2. It helps in launching new products as they may be accepted easily because of good reputation of business. 3. It helps the business to reinstate itself in wake of controversies or prejudices etc. Q. 34. Traditional trade or kriana stores constitute 90% of the FMCG (fast moving consumer goods) business in India. HUL is the market leader in FMCG with over 60 lakh outlets. According to industry estimates, Patanjali products are currently available in two lakh traditional retail outlets. ‘Availability of the product’ is the single largest driver of FMCG sales. A shopper research suggests that 30% – 40% consumers shift preference if their favourite brand is not available at the store. In the context of above case: 1. Identify the component of marketing mix being discussed in the above liens. 2. State the two main decisions related to the concept identified in part (a) 3. Name the type of channel of distribution adopted by HUL. Ans. 1. The component of marketing mix being discussed in the above liens is place / physical distribution. 2. The two main decisions involved in physical distribution are: 1. Physical movement of goods from producers to consumers 2. Choice of channels of distribution 1. Indirect channel of distribution has been adopted by HUL. It is a two level channel i.e. (Manufacturer – wholesaler – retailer – consumer) Q. 35. Arun and Rukun are good friends. After doing a fashion designing course from a reputed institute, they have set up a garment factory in the rural area of Faridabad to manufacture trendy casual wear like jeans, T-shirts, shirts etc. under the brand name ‘Swatantra’. They have employed people from the nearby villages itself in the factory. Moreover, they wish to sell the products through local retailers in the villages and also through “Flipkart’. In the context of above case: 1. Identify the elements of marketing mix being taken into consideration by Arun. 2. Name the two methods of marketing adopted by them. 3. State any two values that are being fulfilled by them. Ans. 1. The elements of marketing mix being taken into consideration by Arun are product and place. 2. The two methods of marketing adopted by them are both direct and indirect marketing. 3. Two values that are being fulfilled by the are: 4. Generating employment 5. Raising the standard of living of the people in the village Q. 36. Yogesh buys a new laptop for his son Mukesh on his birthday from a company owned retail outlet. After a few months, some parts of the laptop get damaged in a road accident. Yogesh approaches the dealer to get the damaged parts replaced with the new ones. But, he is told that the company does not provide any after sale service to the customers. Yogesh feels very dissatisfied as a consumer and woes that he will never buy this companies product ever again. In the context of above case: 1. Identify the function of marketing being ignored by the company. 2. As a business advisor, suggest any two services that will be very effective in enhancing brand loyalty for any such product. 3. Name the appropriate redressal agency that he can approach in case he decides to file a case against the dealer. Ans. 1. The function of marketing being ignored by the company is customer support services. 2. As a business advisor, I would suggest the introduction of the following services that will be very effective in enhancing brand loyalty for any such product. 1. Setting up a separate department for handling consumer complaints. 2. Providing 365 days × 24 × 7 online assistance to the buyers for any maintenance or technical issues. 3. Yogesh can file a complaint in the District forum. Q. 37. Mr. Rajiv wants to buy LCD T.V. for his family. Now he has come to Jagota Electronics, Model Town, after coming to shop he get confused. Write the name of promotion tool which has brought him to the shop and promotion tool needed now. Also write the four points of importance of latter tool. Ans.  The just promotion tool which brought Rajiv to the shop is advertisement and the promotion tool required now is personnel selling. Q. 38. Mr. Rajiv, the sales executive of ABC Ltd. possess good marketing techniques, his techniques involve oral presentation of message, convincing the customer with face to face interaction, etc. Ans. 1. Name the element of marketing mix under which the above technique fall. 2. Identify the element used by Rajiv. 3. Give any three merits of that technique: 1. Promotion 2. Personal Selling 3. Merits of Personal Selling Q. 39. ITC started its business with Jobaico Industry later on its entered in Hotel Industry, Consumer goods industry, stationery, etc. ITC assured quality to customer and kept company’s name as its identity. This help the customers in product identification and hence ensured quality. It also built up their confidence and help in increasing their level of satisfaction. 1. Name the element of marketing mix referred in above para. 2. Name the other elements of marketing mix. 3. Name the concept which assure quality and help in identification of product. 4. Identify the value emphasized by ITC. Ans. 1. Product Mix. 2. Other elements: Price mix, Place mix, Promotion mix. 3. Concept which help in identifying the product and assure quality is branding. 4. (a) Value of supplying quality product. (b) Value of building confidence among customers. Q. 40. Ajay was appointed as a marketing head of Alfa Enterprise manufactures of toothpaste and tooth brushes. His target sale was zero units a month. Apart from thinking about various channels of distribution to achieve the target, he himself started visiting schools in backward areas. He found that even after taking various steps and counseling some school children had not started brushing their teeth. He investigated and found that they could not afford to buy toothbrush and toothpaste. So with due permission the started donating 200 toothbrush and toothpaste to schools. 1. Identify the channels of distribution Ajay would adapt for distribution of toothbrush and toothpaste, justify by giving reasons. 2. State any two values which Ajay want to communicate to society. Ans. 1. The channel of distribution Ajay would adapt is indirect because he is dealing with consumer goods. 2. Values which Ajay wants to communicate to society are: 1. Charity 2. Concern for underprivileged 3. Hygience 4. Sensitivity towards health. Q. 41. Nisha, a school bag manufacturer decided to improve the product for profit maximization and thus added a water bottle holder to the existing design. 1. Identify the marketing management philosophy adopted by Nisha and 2. Explain this philosophy on the basis of: 1. Main focus and 2. Means and ends. Ans.  Product concept. Q. 42. Ayesha is manufacturing lunch boxes for school-going children. To maximize profit she decided to improve the quality and added a warmer for the lunch boxes. Due to this improvement in the product, the sale is increasing day by day. Identify and explain the marketing philosophy involved. Ans.  Product concept. Q. 43. Mansi, a shoe manufacturer for school students, decided to maximize her profit by producing and distributing at large scale and thereby reducing the average cost of production: 1. Identify the marketing management philosophy adopted by Mansi. 2. Explain this philosophy on the basis iof: 1. Main focus 2. Means and ends. Ans.  (i) Production concept. (ii) Give difference, Q. 44. Vasvi purchased a bottle of pickle from the local grocery shop. The information provided on the bottle was not clear. She fell sick on consuming it. She filed a case in the District forum under the Consumer Protection Act and got the relief. 1. Identify the important aspect neglected by the marketer in the above case. 2. Explain briefly the functions of the aspect identified in (a) above. OR Ashima purchased a bottle of tomato-sauce from the local grocery shop. The information provided on the bottle was not clear. She fell sick on consuming it. She filed a case in the District Forum under the Consumer Protection Act and got the relief. 1. Identify the important aspect neglected by the marketer in the above case. 2. Explain briefly the functions of the aspect identified in (a) above. Ans. 1. The marketer had overlooked the Labelling as it was not done appropriately for the product. 2. The functions of labeling are detailed below: 1. Describes the product and specifies its contents: 2. Helps in identification of the product or brand: Q. 45. Radha found a worm crawling out of newly opened tetra pack of a juice manufactured by a reputed company, Zest, Ltd. She went back to the shopkeeper from whom the pack was purchased who directed her to call up the customer care centre. When all her efforts failed, she went to consumer activist group to seek help. The group decided to help Radha and take measures to impose restrictions on the sale of the firm’s products of the particular batch and urge customers to refrain from buying the products of the company. Zest Ltd. lost its image n the market. The CEO gives the responsibility of bringing back the lost image of the company to a Manager. 1. Identify the concept of Marketing Management which will help the Manager getting the firm out of the above crisis. 2. Also explain the role of above identified concept by stating any two points. Ans. 1. Public Relations. 2. Role of public relations can be discussed with respect to the functions which the department performs: (any two) 1. Press relations 2. Product publicity 3. Corporate communication 4. Lobbying. 5. Counseling.

Important Notes for NCERT Class 12 Business Studies Chapter Marketing Management

Introduction: Marketing management is an important functional area of business. It is the process of planning, organising, directing and controlling the activities related to marketing of goods and services to satisfy customer’s needs & achieve organisational goals. Functions of Marketing / Marketing activities 1. Marketing research:  Gathering and analysing marketing information i.e. what the customers want to buy, when they are likely to buy in what quantities do they buy, from where do they buy etc. 2. Marketing planning:  Specific plan for increasing the level of production, promotion of the products etc and specify the action programmes to achieve these objectives. 3. Product designing and development;  Marketer must take decision like, what-product? Which model / size? brand name? Packaged? quality level? So that customer needs are satisfied. 4. Buying & assembling:  e.g., car. Raw material like steel, tyres, batteries, seats, steering wheels etc are bought & them assembled in the form of a complete product. 5. Packing / Labelling:  designing the package & labelling. 6. Branding:  Creating a distinct identity of the product from that of competitors e.g. Videocon washing machine. Concepts & Philosophies of Marketing: – 1. Production concept:  Profits could be maximised by producing products at a large scale, thereby reducing average cost of production. Drawback: Customer do not always buy inexpensive products. 2. Product concept:  Business goals lies in making high quality products as customer favour them. 3. Sales Concept:  Firms must undertake aggressive selling & promotion efforts to make customers buy their products. Marketing Mix: Marketing mix refers to ingredients or the tools or the variables which the markets mixes in order to interact with a particular market. Elements / 4 Ps of Marketing mix 1.  Product Mix: Product live e.g. Hindustan Lever Limited – Colgate, lifebuoy etc. 2.  Price Mix: Value (Money) in lieu of product / Service received by seller from a buyer. 3.  Promotion mix: informing the customers about the products & persuading them to buy the same. 4.  Place Mix : Physical distribution : Various decision regarding distribution of products.

We hope the above  Marketing Management Class 12 Business Studies  are useful for you. If you have any questions then post them in the comments section below. Our teachers will provide you an answer. Also refer to  MCQ Questions for Class 12 Business Studies

Related Posts

Electricity Class 10 Science Notes And Questions

Formatting in MS Word-Part I Class 7 Computer Science Notes and Questions

Chemical Coordination and Integration Class 11 Biology Notes and Questions

Talk to our experts

1800-120-456-456

Marketing Management

Introduction to Marketing Management

The term "Market" refers to where buyers and sellers gather to conduct transactions involving the exchange of goods and services between them. The term "market" arrived from the Latin word "Marcatus," which means “to trade”. Marketing is defined as "a human activity which is aimed at satisfying needs and desires through an exchange process." Marketing management is the administration of marketing functions . The creative management function promotes trade and employment by evaluating consumer needs and developing research to meet them. Marketing management is the functional area of business management that deals with consumer satisfaction.

Meaning of Some Important Terms

Needs: It refers to an individual's basic requirement, i.e., those items which are necessary and fundamental for existence.

Wants: It refers to the desire for a particular product . It tends to be ‘satisfier specific’.

Demands: It refers to the number of customers who are willing and able to buy products at various prices during a given period. Demand for any commodity implies the consumer’s desire to purchase the goods, the willingness and the ability to pay.

Utility: It refers to the satisfying power of a product.

Functions of Marketing Management

Various functions of Marketing Management required to satisfy consumer wants are described below:

Marketing Research

Marketing Research is the careful study of the product's design, markets, and other activities. It aims to provide management with factual information as a basis for marketing decisions and actions. In the following areas, marketing management helps management to develop policies: products, markets, marketing policies, and sales methods.

Product Planning Development

It is the act of supervising the search for products, screening development, and commercialising new products, refitting existing lines, and closing down the unprofitable business. Businesses must satisfy consumers’ wants and needs for their long-lasting existence, assured by offering products and services that meet consumer requirements. Therefore, product planning is a very important function.

Standardisation and Grading

Standardisation is the process of setting up standards and producing products in adherence to those standards and also includes the process by which this conformity is assured. Therefore, it confirms the uniformity of the product's size, shape, design, colour, and physical properties. Grading is the process of storing goods in several grades or classes.

Product Pricing

One of the crucial decisions is the product's pricing , as it affects all the parties involved in production , distribution , and consumption. The price of the product affects the volume of production and the amount of profit of a product. A marketing manager has to make decisions on pricing very crucially.

Packaging a product is also an important marketing function. A package helps to contain, protect, and identify a product. It is an important sales tool. Good and attractive packaging helps in increasing sales of a product. Therefore, the marketing manager has to decide on the type and material of packing, its shape, size, design, and colour.

Advertising and Sales Promotion

Advertising is an activity of advertisement of commercial products or services to prospective customers. Advertising aims to promote the sale of products. The marketing manager has to make several decisions relating to advertising, such as selecting a suitable and economical medium, planning advertising programmes, preparing the advertising budget etc.

Distribution Management

One of the important functions of marketing management is the distribution of products. It involves the decision regarding the channel of distribution and its management. The distribution of products involves a long series of middlemen between the producer and consumer; the marketing manager has to ensure that it takes place well.

Features of Marketing Management

Want and Needs - Marketing management deals with the function of satisfying and fulfilling the wants and needs of the organisation and individuals.

Creating Offers in the Market - Marketing management helps create a complete market offer for a service or product.

Consumer Value - It helps provide value to the money invested by the consumer and provides the greatest benefit to their money.

Exchange Mechanism - Exchange services/ products for money or something that is of value for them, like a barter system.

Characteristics of Marketing Management

The important characteristics of Marketing Management are described below.

Specialised Business Function - Marketing management is a specialised business function. In the past, there was no need to develop a proper theory for the sale of a product, but with the dynamic changing environment , the requirement for the development of a specialised function for the promotion of goods is felt, which results in the development of marketing management.

Integrative Function - Marketing is an integrative function. To accomplish the organisational objectives, it integrates the various other business functions like production, finance, personnel, etc.

Social Function - As a social function, marketing impacts the lifestyles of people by influencing people's tastes, attitudes, desires, and more. The behaviour of consumers in the market is shaped by the marketing activities of sellers.

Management Function - Like other management functions, marketing is also a management function. The preparation of policies, strategies, and programmes related to marketing are mostly managerial functions. They must be planned, organised, directed, coordinated, and controlled to achieve marketing objectives.

The importance of marketing has been widened through many evolutionary processes and shaped as a consumer-orientation stage where the existence of a firm is measured by its ability to satisfy the consumer's needs and demands. The achievements of marketing objectives are two-fold, i.e., customer satisfaction and profitable sales. Marketing management is a creative management function that helps in achieving and dealing with consumer satisfaction problems.

Case Studies

1. Mahima took her kinswoman Ronika shopping at Mega Stores to buy her a brand new bag for her birthday. She was delighted once on payment of the bag she got a colour box and the bag free of value. Determine the technique of sales promotion used by the corporate.

Ans: The sales promotion technique used by the company is Product Combination.

2. Reynolds is a famous watch company. It performs various activities like market analysis, product designing or merchandising packaging, and warehousing. The corporation maintains healthy customer relations through various follow-up activities. This helps the corporation in getting repeat sales orders.

A. Name the concept related to activities mentioned in the above para.

B. Write any two features of the concept identified.

A. Marketing is the concept related to the activities mentioned.

B. The two features of marketing are described below:

3. Leisure Inn Hotel in Jaipur faced a retardance of low room demand due to the off-season. The Manager of the hotel, Mrs Priya, was terribly disturbed. She called upon the Marketing Manager, Mr Khan, for his suggestions. He advised that the hotel should announce an offer of a ‘2 days and 1-night hotel stay package’ with free breakfast and a one-day spiritual visit to Birla and Moti Dungri Temples. The Manager liked the suggestion very much. Determine the promotional tool which might be utilised by the hotel through which a large number of prospective journeying tourists all over the country and abroad can be reached and persuaded to use the incentive.

Ans: Advertising is the promotion tool that can be used by the hotel.

FAQs on Marketing Management

1. Who is a Marketer, and what are marketing activities?

A Marketer is anyone who makes an extra effort to identify the needs of the consumers and offers the product and services as well as persuades them to buy in the process of exchange. Sellers, as marketers, provide satisfaction. To meet the needs of the consumers, they make products/services available and sell them.

They are classified as follows.

Goods marketers (such as Nestle India)

Services marketers (such as Indigo Airlines)

Other marketing experiences or places ( such as Walt Disney )

Marketing functions are those undertaken by marketers to achieve the exchange of goods and services between manufacturers and consumers.

2. Marketing Management is a social function. Explain.

Marketing's role as an economic institution is well-known. Extending the role of marketing as a social function is relatively new. As a social function, marketing impacts the lifestyles of individuals by influencing people's tastes, attitudes, needs, and more. The behaviour of consumers in the market is formed by the marketing activities of sellers, and marketing activities in turn are influenced by the needs of consumers. As a social function, marketing management requires constant interaction between various layers of society. It is important in influencing the factors of production, distribution, and pricing and also in manipulating the patterns of consumption. 

3. Importance of Marketing Management. Explain.

Marketing management is important as it helps stand competent in highly thriving competition in the market. The heart of a brand lies in its marketing efforts. A company's revenue and customer engagement efforts depend on its marketing campaign's success. Therefore, effective marketing management is a key to a brand’s reputation in a global market. Some of the important points are-

Marketing management is important for introducing new products.

It helps in taking the right branding decisions.

Marketing management exercises can generate new business ideas.

The right marketing management team can help a brand withstand industry competition. 

Provide details on what you need help with along with a budget and time limit. Questions are posted anonymously and can be made 100% private.

Studypool matches you to the best tutor to help you with your question. Our tutors are highly qualified and vetted.

Your matched tutor provides personalized help according to your question details. Payment is made only after you have completed your 1-on-1 session and are satisfied with your session.

• Homework Q&A
• Become a Tutor

All Subjects

Mathematics

Programming

Health & Medical

Engineering

Computer Science

Foreign Languages

Access over 35 million academic & study documents

Cbse class 12 case studies in business studies marketing management.

Sign up to view the full document!

24/7 Study Help

Stuck on a study question? Our verified tutors can answer all questions, from basic  math  to advanced rocket science !

Similar Documents

working on a study question?

Studypool is powered by Microtutoring TM

Copyright © 2024. Studypool Inc.

Studypool is not sponsored or endorsed by any college or university.

Ongoing Conversations

Access over 35 million study documents through the notebank

Get on-demand Q&A study help from verified tutors

Read 1000s of rich book guides covering popular titles

Sign up with Google

Sign up with Facebook

Already have an account? Login

Login with Google

Login with Facebook

Don't have an account? Sign Up

• Andhra Pradesh
• Chhattisgarh
• West Bengal
• Madhya Pradesh
• Maharashtra
• Jammu & Kashmir
• NCERT Books 2022-23
• NCERT Solutions
• NCERT Notes
• NCERT Exemplar Books
• NCERT Exemplar Solution
• States UT Book
• School Kits & Lab Manual
• NCERT Books 2021-22
• NCERT Books 2020-21
• NCERT Book 2019-2020
• NCERT Book 2015-2016
• RD Sharma Solution
• TS Grewal Solution
• TR Jain Solution
• Selina Solution
• Frank Solution
• Lakhmir Singh and Manjit Kaur Solution
• I.E.Irodov solutions
• ICSE - Goyal Brothers Park
• ICSE - Dorothy M. Noronhe
• Micheal Vaz Solution
• S.S. Krotov Solution
• Evergreen Science
• KC Sinha Solution
• ICSE - ISC Jayanti Sengupta, Oxford
• ICSE Focus on History
• ICSE GeoGraphy Voyage
• ICSE Hindi Solution
• ICSE Treasure Trove Solution
• Thomas & Finney Solution
• SL Loney Solution
• SB Mathur Solution
• P Bahadur Solution
• Narendra Awasthi Solution
• MS Chauhan Solution
• LA Sena Solution
• Integral Calculus Amit Agarwal Solution
• IA Maron Solution
• Hall & Knight Solution
• Errorless Solution
• Pradeep's KL Gogia Solution
• OP Tandon Solutions
• Sample Papers
• Previous Year Question Paper
• Important Question
• Value Based Questions
• CBSE Syllabus
• CBSE MCQs PDF
• Assertion & Reason
• New Revision Notes
• Revision Notes
• Question Bank
• Marks Wise Question
• Toppers Answer Sheets
• Exam Paper Aalysis
• Concept Map
• CBSE Text Book
• Additional Practice Questions
• Vocational Book
• CBSE - Concept
• KVS NCERT CBSE Worksheets
• Formula Class Wise
• Formula Chapter Wise
• Toppers Notes
• Most Repeated Question
• Diagram Based Question
• Study Planner
• JEE Previous Year Paper
• JEE Mock Test
• JEE Crash Course
• JEE Sample Papers
• Important Info
• SRM-JEEE Previous Year Paper
• SRM-JEEE Mock Test
• VITEEE Previous Year Paper
• VITEEE Mock Test
• BITSAT Previous Year Paper
• BITSAT Mock Test
• Manipal Previous Year Paper
• Manipal Engineering Mock Test
• AP EAMCET Previous Year Paper
• AP EAMCET Mock Test
• COMEDK Previous Year Paper
• COMEDK Mock Test
• GUJCET Previous Year Paper
• GUJCET Mock Test
• KCET Previous Year Paper
• KCET Mock Test
• KEAM Previous Year Paper
• KEAM Mock Test
• MHT CET Previous Year Paper
• MHT CET Mock Test
• TS EAMCET Previous Year Paper
• TS EAMCET Mock Test
• WBJEE Previous Year Paper
• WBJEE Mock Test
• AMU Previous Year Paper
• AMU Mock Test
• CUSAT Previous Year Paper
• CUSAT Mock Test
• AEEE Previous Year Paper
• AEEE Mock Test
• UPSEE Previous Year Paper
• UPSEE Mock Test
• CGPET Previous Year Paper
• BCECE Previous Year Paper
• JCECE Previous Year Paper
• Crash Course
• Previous Year Paper
• NCERT Based Short Notes
• NCERT Based Tests
• NEET Sample Paper
• Previous Year Papers
• Quantitative Aptitude
• Numerical Aptitude Data Interpretation
• General Knowledge
• Mathematics
• Agriculture
• Accountancy
• Business Studies
• Political science
• Enviromental Studies
• Mass Media Communication
• Teaching Aptitude
• Verbal Ability & Reading Comprehension
• Logical Reasoning & Data Interpretation
• CAT Mock Test
• CAT Important Question
• CAT Vocabulary
• CAT English Grammar
• MBA General Knowledge
• CAT Mind Map
• CAT Study Planner
• CMAT Mock Test
• SRCC GBO Mock Test
• SRCC GBO PYQs
• XAT Mock Test
• SNAP Mock Test
• IIFT Mock Test
• MAT Mock Test
• CUET PG Mock Test
• CUET PG PYQs
• MAH CET Mock Test
• MAH CET PYQs
• NAVODAYA VIDYALAYA
• SAINIK SCHOOL (AISSEE)
• Mechanical Engineering
• Electrical Engineering
• Electronics & Communication Engineering
• Civil Engineering
• Computer Science Engineering
• CBSE Board News
• Scholarship Olympiad
• School Admissions
• Entrance Exams
• All Board Updates
• Miscellaneous
• State Wise Books
• Engineering Exam

Marketing Management Class 12 Notes PDF (Handwritten & Short Notes)

Students who have opted commerce stream, need to understand better and score well in questions regarding the chapter Marketing Management. Class 12 students can smoothly perform better with the help of Marketing Management Class 12 notes. Accordingly students can also understand other chapters of Class 12 Business Studies in a better way. 

Students can also practise some sort of questions from the Marketing Management Class 12 notes. Practising Marketing Management questions on a regular basis can help students to increase their accuracy level. Accordingly, students can also improve their inner confidence in attempting questions of the chapter Marketing Management. Inner confidence is a must for all students to decrease the level of stress while giving the Class 12 Business Studies board exam. Therefore, here we provide the Marketing Management Class 12 Notes in PDF file format.

Marketing Management Notes Class 12 PDF

The Marketing Management notes Class 12 PDF are one of the important study materials while preparing for the chapter. Students generally refer to the notes after completing the chapter Marketing Management. Class 12 notes is a collection of short summaries of sub-topics, topics and key points. With the help of these summaries, students can remember the important points on their fingertips. 

How to Download the Marketing Management Notes Class 12 in PDF?

All students studying in Class 12, need to have easy and free access to the Marketing Management notes Class 12 in PDF. Steps to download the Class 12 Business Studies Notes are:

• Open the Selfstudys website on any of the electronic devices. 
• Bring the arrow towards NCERT Books & Solutions which can be seen in the navigation bar. 
• Drop-up menu will appear, select NCERT notes from the list.

• A new page will appear, select Class 12th from the list of classes.

• Now select Business Studies from the list of subjects.

• Again a new page will appear, now select Marketing Management from the list of chapters. 

Features of the Marketing Management Notes Class 12

Features of Marketing Management notes Class 12 are considered to be an important and noticeable part. Those important features of Class 12 Business Studies notes are: 

• Number of the Unit is Given: Inside the Class 12 Marketing Management notes, the number of the unit is given. Accordingly students can easily identify the chapter name with the help of unit number of Class 12 Business Studies. 
• All Concepts are Completed: In the Class 12 Marketing Management notes, all the concepts are completed. Students can get a brief knowledge about the chapter Marketing Management. 
• Questions are Given: On the last page of the Class 12 Business Studies notes, different questions regarding the chapter Marketing Management are given to practise. Accordingly students can also improve their comprehensive skill for the chapter Marketing Management. 
• Chapter Name is Included: The chapter name of Marketing Management is mentioned inside the Class 12 Marketing Management notes. Through the notes, students can get a brief idea about the chapter Marketing Management. 
•  Provided in a Simple Language: The Marketing Management Class 12 notes are provided in a simpler language. Through this, students can easily understand all complex topics in a simpler manner. 
• For CBSE Board And State Boards: It is generally created for students studying in Class 12; thus, CBSE board as well as state board students can use the Marketing Management Class 12 Notes as it is suitable for them.

Benefits of Marketing Management Notes Class 12

The Marketing Management notes Class 12 has been associated with many benefits which includes helps to pay attention, helps in remembering the topics, etc. Through these students can easily score well in Class 12 Business Studies board exam papers. 

• Helps in Paying Attention: Class 12 Marketing Management notes can help students to pay attention and to stay alert throughout the preparation. Accordingly, Class 12 students can easily discover and cover different types of topics and concepts in a creative way. 
• Helps in Revising the Topics: With the help of Marketing Management notes Class 12, students can smoothly revise all the topics. According to which, students can boost their preparation for the chapter The Marketing Management and can perform well. 
• Can Attract Many Students as Eye-Catching Format of Notes is Given: The Class 12 notes of the chapter Marketing Management in the PDF have an eye-catching format. This format can attract many Class 12 students to complete the chapter The Marketing Management. 
•  Can Increase Comprehensive Skill: The Class 12 notes of the chapter The Marketing Management can aid students to increase their comprehensive skill. According to these skills, students can easily score well in the questions of the chapter The Marketing Management. 
• Helps Students to be Active During the Preparation: It is a must for all students to remain active and alert while preparing for the chapter The Marketing Management. Students can be active and alert with the help of Class 12 Marketing Management notes. Accordingly students can cover and revise each and every concept included in the Business Studies chapter The Marketing Management. 
• All Topics Are Covered: Inside the Class 12 Marketing Management notes, all topics are covered in a perfect manner so that students can easily complete the whole chapter. 

Strategy Tips to Cover the Chapter Marketing Management  

It is a must for Class 12 students to follow some strategy tips to cover The Marketing Management. Important strategy tips are: 

• Finish off the Chapter: First and foremost tip is to finish off the chapter The Marketing Management in a proper and accurate way. 
• Routine Practise of Questions: After completing the chapter Marketing Management, students need to have a routine practice of questions. Regular practice can help students to improve their accuracy level in attempting questions. 
• Jot Down The Mistakes: While analysing the questions, students can get to know their flaws. After identification, it is very important that students jot down their mistakes. Through this step, students can easily remove their earlier mistakes while attempting Marketing Management questions. 
• Try to Study During the Day: Many students prefer studying during the night but it is good to study during the day. As students would have a higher ability to concentrate in the chapter The Marketing Management. There are many benefits other than this, those are: natural daylight is better than artificial light, both friends and teachers are contactable to clear doubts. 
• Remain Focused: Throughout the preparation of the chapter Marketing Management, students are advised to remain focused. Accordingly, students can cover various topics whether it is easy, moderate, or difficult. 
• Revise Within a Day: After starting the revision process of Class 12 Marketing Management it is very important to complete the revision within a day otherwise the extension in revision will not aid much value in the preparation.
• Take Constant Breaks: It is a must to take constant breaks while preparing for the chapter Marketing Management. As students can lose their track of preparation if proper short breaks are not taken.  
• Try to Remain Calm: Class 12 students need to remain calm while preparing for the chapter Marketing Management in order to try to remove their exam stress and anxiety. 

Why Is It Important To Go Through The Marketing Management Class 12 Notes? 

It is a must to go through the Marketing Management Class 12 notes as it is considered as important study material. In this Class 12 Business Studies notes, topics and concepts are explained in a brief manner. Through this study material, students can understand all Marketing Management topics in an effective manner. These notes can be generally used during the last minute revision that help students memorise all topics of Marketing Management easily and help them solve questions in a better way. 

What Are Class 12 Marketing Management Notes and Why Is It Popular? 

The Class 12 Marketing Management notes are short and compressed content which includes all topics and concepts brief in an organised manner, better presentation and easier explanations. These notes help students to improve their grip for the chapter Marketing Management. Strong foundation for the chapter Marketing Management can help students to improve their score and because of these reasons the revision notes of Class 12 Marketing Management is popular among students.

Is Marketing Management Class 12 Notes Relevant to Exam Preparation?

Yes, the Marketing Management Class 12 notes are very much relevant during the preparation. The Class 12 Accountancy content is very accurate and contains relevant topics for students to study. Accordingly, students don’t need to search for various important topics here and there. Accordingly, students can easily study relevant content of the Class 12 Business Studies chapter Marketing Management if they refer to the NCERT Class 12 Business Studies Notes. 

• NCERT Solutions for Class 12 Maths
• NCERT Solutions for Class 10 Maths
• CBSE Syllabus 2023-24
• Social Media Channels
• Login Customize Your Notification Preferences

One Last Step...

• Second click on the toggle icon

Provide prime members with unlimited access to all study materials in PDF format.

Allow prime members to attempt MCQ tests multiple times to enhance their learning and understanding.

Provide prime users with access to exclusive PDF study materials that are not available to regular users.

NCERT Solutions for Class 6, 7, 8, 9, 10, 11 and 12

Important Questions for CBSE Class 12 Business Studies Marketing and Marketing Management

December 8, 2019 by Sastry CBSE

Marketing Important Questions for CBSE Class 12 Business Studies Marketing and Marketing Management

1.Concept of Marketing The activities performed by the marketers to facilitate exchange of goods and services between producers and users of such products are referred to as marketing activities. It refers to a social process, whereby people exchange goods and services for money or something of value to them.

2.Features of Marketing (i)Needs and wants (ii)Creating a market offering (iii) Customer value (iv)Exchange mechanism *

3.Concept of Market Traditionally, market refers to the place where buyers and sellers gather to enter into a transaction involving exchange of goods and services. In modern sense, it refers to the set of actual and potential buyers of a product or service.

4.Concept of Marketer It refers to a person who takes more active part in the process of exchange.

5.Definition of Marketing Management According to Philip Kotler, ‘Marketing management is an art and science of choosing target market and getting, keeping and growing customers through creating, delivering and communicating superior customer values of management’.

6.Objectives of Marketing Management (i)Creation of demand. (ii)Managing the demand effectively. (iii)Growing customers/market share. (iv)Creating superior values/goodwill. (v)Customers’ satisfication.

7.Philosophies/Concepts of Marketing Management (i)Production concept Consumers prefer products which are widely available at an affordable price. (ii)Product concept Consumers prefer products with superior quality, performance and features. (iii)Selling concept Firms believe that aggressive selling and promotional efforts will convince a customer to buy a product. (iv)Marketing concept Customers’ needs and customers’ satisfaction is the key to success in the market. (v)Societal marketing concept This concept emphasises that other than satisfaction of customers, due importance should be given to the welfare of the customer and society.

8.Functions of Marketing (i) Gathering and analysing market information (ii)Market planning (iii)Product designing and development (iv) Standardisation and grading (v)Packaging and labelling Branding (vii) Customer support services (viii) Pricing of product (ix) Promotion (x) Physical distribution                                                             . (xi)Transportation (xii)Storage and warehousing

9.Role of Marketing (i)Role in a firm By market orientation, the firm tries to focus on satisfying the needs and wants of the customers. (ii)Role in the economy Marketing helps in the development of the economy by inspiring people to undertake new activities and set up enterprises.

Previous Year Examination Questions

1. mark questions.

1.Why is marketing called a social process? (Delhi 2013) Ans . Marketing is regarded as a social process, whereby people exchange goods and services for money or something of value to them.

2.Distinguish between selling concept and marketing concept of marketing management philosophies on the basis of main focus.  (Delhi 2013) Ans . (i) Selling concept Firms believe that aggressive selling and promotional efforts will convince a customer to buy a product. (ii) Marketing concept Customers’ needs and customers’ satisfaction is the key to success of an enterprises.

3.What is meant by selling concept of marketing? (All India 2010; Delhi 2010) Ans. Firms believe that aggressive selling and promotional efforts will convince a customer to buy a product.

 3 Marks Questions

4.Identify and explain the marketing management philosophy which implies that products and services are bought not merely because of their quality or brand name, but because they satisfy a specific need of a customer. (Compartment 2014)

Ans . The marketing management philosophy referred here is ‘Marketing concept’. This concept emphasis that in the long-run, profits can be maximised by identifying and satisfying the needs of present and potential customers. Therefore, customer satisfaction becomes the focal point of all business decisions.

5.Nisha, a school bag manufacturer, decided to improve the product for profit maximisation and thus, added a water bottle holder to the existing design. (i)Identify the marketing management philosophy adopted by Nisha. (ii)Explain this philosophy on the basis of (a) Main focus and (b) Means and ends (HOTS; Delhi 2012) Ans. (i) Product concept or philosophy Firms which follow the product concept, propose that the way to realise business goals is by making high quality products. These firms manufacture the products of superior quality. Nisha is trying to bring improvement in quality, by corporating a new feature, i.e. adding a water bottle holder in the bag. (ii) (a) Main focus The main focus of this concept is to improve the quality of products. The marketers now believed that potential exchange would be realised when the products are of high quality. Thus, the firm now focused on making superior products and improving them overtime. (b) Means Product improvement. Ends Profit through improvement in product quality.

6.Mansi, a shoe manufacturer for school students, decided to maximise her profit by producing and distributing at large scale and thereby reducing the Average Cost of production. (i)Identify the marketing management philosophy adopted by Mansi. (ii) Explain this philosophy or concept on the basis of (a) Main focus              (b) Means and ends  (All India 2012) Ans. (i) Production concept or philosophy. (ii) (a) Main focus Main focus of this concept is to maximise the quantity of product. (b) Means Availability and affordability of product. Ends Earning profits through large scale production and distribution.

7.Explain market planning, product designing and development as functions of marketing. . (Delhi 2012) or Explain any three functions of marketing.(Delhi 2012) or Explain any two functions of marketing.   (All India 2011) or Explain the following functions of marketing. (i)Marketing planning (ii)Product designing and  development (All India 2011) or Explain the following functions of marketing (i)Gathering and analysing market information (ii) Customer support services.  (Delhi 2011 C) Ans. The main functions of marketing are as follows: (i) Gathering and analysing market information A marketer has to gather information about the market. Gathering and analysing market information helps in identifying the needs of the customers. It forms the basis for product development. It also helps in identifying the opportunities, threats, strengths and weaknesses of the organisation. (ii) Market planning The marketer develops appropriate marketing plans to capture or enhance the existing market share. It provides the guidelines to achieve the marketing objectives, e.g. a marketer of colour TVs, having 2% of current market share in the country, aims at enhancing his market share *0 20% in the next three years. (iii) Product designing and development Product designing and development is concerned with anticipating customers’ needs, developing new products and improving the existing products so as to meet the expectations of customers, e.g. when we plan to buy any product say a motorbike, we not only see its features like cost, mileage, etc but also the design, shape, style, etc. (iv) Customer support services Customer is the king of modern market. So customer satisfaction is the main motto of every business firm. Hence, a very important function of marketing management relates to developing customer support services such as after sale services, handling customer complaints, procuring credit services, maintenance services, technical services, and consumer information, etc. All these services aim at providing maximum satisfaction to the customers which is the key to success in modern days.

8.Explain the role of marketing in a firm. (All India 2011) Ans . By marketing orientation, the firm tries to focus on needs and wants of the customers. Every firm wants to live longer and develop. If this happens, the purpose of establishing the firm is fulfilled. Marketing helps in survival and growth of the firm.

9.What is meant by production concept of marketing? (Delhi 2011; All India 2010) Ans. Production concept is based on the belief that profits could be maximised by producing at large scale, thereby reducing the Average Cost of production. A large number of firms believe that it is easy to exchange the products if they were widely available at an affordable price. Thus, availability and affordability were considered the key to success.

10.What is meant by selling concept of marketing? (Delhi 2010) Ans. Firms believe that aggressive selling and promotional efforts will convince a customer to buy a product. It was assumed that the customers will not buy enough, unless they are adequately convinced and motivated to do so.

Therefore, aggressive selling and promotional efforts are made to persuade the customers. The use of promotional techniques such as advertising, personal selling and sales promotion were considered essential for selling of products.

11.What is meant by product concept of marketing? (All India 2010; Delhi 2010) Ans. Consumers prefer products with superior quality, performance and features. The companies who believe in the philosophy of product concept are of the opinion that if the quality of goods or services is of good standard, the customers can easily be attracted towards it. The basis of this thinking is that the customers get attracted towards the products of good quality. On the basis of this philosophy, companies direct their marketing efforts to increase the quality and features of their product.

 4/5 Marks Questions

12.Define marketing and state any three functions of marketing. (Delhi 2010c) or What is meant by marketing? State any three functions of marketing. (All India 2010) Ans. Marketing is the sum total of all those activities which move goods and services from the producers to the consumers. According to Philip Kotler, ‘Marketing is that social process by which individual and groups obtain what they need and want through creating offerings and freely exchanging products and services of value with others’. The three main functions of marketing are : (i) Marketing planning   The marketer develops appropriate marketing plans to capture or enhance the existing market share. It provides the guidelines to achieve the marketing objectives, e.g. a marketer of colour TVs, having 2% of current market share in the country, aims at enhancing his market share *0 20% in the next three years. (ii) Production designing and development   Product designing and development is concerned with anticipating customers’ needs, developing new products and improving the existing products so as to meet the expectations of customers, e.g. when we plan to buy any product say a motorbike, we not only see its features like cost, mileage, etc but also the design, shape, style, etc. (iii) Pricing of products It refers to the amount of money which the customers have to pay to obtain a product. Price is an important factor affecting the success or failure of a product in the market. The demand for a product or service is related to its price. Generally, lower the price, higher would be the demand for the product and vice-versa.

13.Define marketing management. State any three objectives of marketing management. (All India 2010) Ans . According to Philip Kotler, ‘Marketing management is an art and science of choosing target markets and getting, keeping and growing customers through creating, delivering and communicating superior customer values of management’. It refers to planning, organising, directing and control of the activities which facilitate exchange of goods and services between producers and consumers of products and services. The three main objectives of marketing management are as follows: (i) Creation of demand The marketing manager always tries to create the demand not by unfair means but by analysing the needs and wants of the customers and then producing the products, which satisfies the customer’s need. (ii) Market share Every business firm wants to capture a larger share of the market. Therefore, marketing techniques adopted by marketing manager help to get a big share in the market. (iii) Goodwill and reputation Marketing management helps a firm in building the image for its products through advertising high quality, caring for customer satisfaction, after sale service, smooth supply, etc.

6 Marks Question

15.Explain the following functions of marketing (i)Gathering and analysing market information (ii)Product designing and development (iii)Market planning (iv) Customer support services.(Delhi 2008) Ans. The main functions of marketing are as follows: (i) Gathering and analysing market information A marketer has to gather information about the market. Gathering and analysing market information helps in identifying the needs of the customers. It forms the basis for product development. It also helps in identifying the opportunities, threats, strengths and weaknesses of the organisation. (ii) Market planning The marketer develops appropriate marketing plans to capture or enhance the existing market share. It provides the guidelines to achieve the marketing objectives, e.g. a marketer of colour TVs, having 2% of current market share in the country, aims at enhancing his market share *0 20% in the next three years. (iii) Product designing and development Product designing and development is concerned with anticipating customers’ needs, developing new products and improving the existing products so as to meet the expectations of customers, e.g. when we plan to buy any product say a motorbike, we not only see its features like cost, mileage, etc but also the design, shape, style, etc. (iv) Customer support services Customer is the king of modern market. So customer satisfaction is the main motto of every business firm. Hence, a very important function of marketing management relates to developing customer support services such as after sale services, handling customer complaints, procuring credit services, maintenance services, technical services, and consumer information, etc. All these services aim at providing maximum satisfaction to the customers which is the key to success in modern days.

Important Questions for Class 12 Business Studies Class 12 Business Studies NCERT Solutions Home Page

Free Resources

NCERT Solutions

Quick Resources

myCBSEguide

• Business Studies
• Marketing Management Class 12...

Marketing Management Class 12 Business Studies Extra Questions

Table of Contents

myCBSEguide App

Download the app to get CBSE Sample Papers 2023-24, NCERT Solutions (Revised), Most Important Questions, Previous Year Question Bank, Mock Tests, and Detailed Notes.

Marketing Management Class 12 Business Studies Extra Questions. myCBSEguide has just released Chapter Wise Question Answers for class 12 Business Studies. There chapter wise Practice Questions with complete solutions are available for download in  myCBSEguide   website and mobile app. These test papers with solution are prepared by our team of expert teachers who are teaching grade in CBSE schools for years. There are around 4-5 set of solved Business Studies Test Papers from each and every chapter. The students will not miss any concept in these Chapter wise question that are specially designed to tackle Board Exam. We have taken care of every single concept given in  CBSE Class 12 Business Studies syllabus  and questions are framed as per the latest marking scheme and blue print issued by CBSE for class 12.

CBSE Class 12 Business Studies Ch – 11

Download as PDF

Practice Questions for Class 12 Chapter 11 Business Studies

Chapter – 11 Marketing Management 

• All of these
• Asian Paints

_________________ Activities start after the product has been developed. (1)

• None of these
• Market factors
• Environmental factors
• Competitive factors
• Product designing and development
• Bending the customers according to product
• Marketing planning
• Gathering and analysing market information

Distinguish between ‘Selling Concept’ and ‘Marketing Concept’ of Marketing Management Philosophies on the basis of ‘main focus’. (1)

Why is marketing called a social process? (1)

‘100 gm bottle of sauce free with 1 kg detergent’. State sales promotion technique is involved here? (1)

Arun and Rukun are good friends. After doing a fashion designing course from a reputed institute, they have set up a garment factory in the rural area of Faridabad to manufacture trendy casual wear like jeans, T-shirts, shirts etc. under the brand name ‘Swatantra’. They have employed people from the nearby villages itself in the factory. Moreover, they wish to sell the products through local retailers in the villages and also through ‘Flipkart’. In the context of above case:

• Identify the elements of marketing mix being taken into consideration by Arun.
• Name the two methods of marketing adopted by them.
• Define the term marketing. (1)

State the meaning of ‘Product Promotion’ function of packaging. (3)

After doing a diploma in entrepreneurship, Farihad started his own confectionary business. He started doing a lot of hard work and used the recipes taught by his grandmother in various preparations. He also learnt many recipes from online sites and television programmes. He decided to keep the price of the products low initially and also informed his customers about the goodness of the items sold by them. However, he didn’t mention on the package of each item weather it contained eggs or not. As a result, vegetarian people became hesitant in buying things from his shop as they had to verbally inquire from him about the inclusion of eggs in the preparation of various items. In the context of the above case:

• Name the important aspect related to the marketing of products which has been ignored by Farihad.
• Explain briefly any three functions performed by the aspect as identified in part (a).
• Mention the right of consumer being violated by Farihad. (3)

What is meant by advertising? State the role of advertising in marketing. (4)

Define the mean of ‘Marketing’? (4)

Explain any three elements of marketing mix. (5)

Nischay, after completing his masters in computer engineering decided to start his own business. He visited his uncle Mr.Jaiprakash who has been running a successful business in web designing. He shared with Nischay that the main reason for his success in the business lies in his approach to building a lifetime relationship with his clients. Therefore, his business is not only restricted to designing web sites according to the specifications of the clients but also providing continuous online assistance to them and handling their grievances effectively and doing all this at a profit. He provides these services at competitive prices. Anybody interested in getting web solutions can contact him through his website. Moreover, whenever the market is sluggish he tries to create demand by offering short-term incentives to the buyers. In the context of the above case:

• Define the term ‘Marketing Management’.
• Briefly explain the various elements of the marketing mix being pursued by Mr. Jaiprakash by quoting lines from the para. (5)

Explain the following functions of marketing:

• Gathering and analysing market information;
• Marketing planning;
• Customer support services; and
• Physical distribution. (6)
• All of these Explanation: When the company’s trade name is used, multi product branding is also known as corporate branding, family branding or umbrella branding. Examples of companies that use corporate branding are Microsoft, Samsung, Apple, and Sony as the company brand name is identical to their trade name.
• Selling Explanation: Selling activities start after the product has been developed.The selling activities undertaken by professional sales people include: Generating Sales Leads, Qualifying Leads, Preparing for the Sales Meeting.
• Product Related Factors
• Company Characteristics
• Competitive Factors
• Market Factors
• Environmental Factor
• Bending the customers according to product Explanation: Marketing function types within a larger business might include performing market research, producing a marketing plan, and product development, as well as strategically overseeing advertising, promotion, distribution for sale, customer service and public relations.
• Main focus of selling concept is to sell the product while marketing concept focus on consumer needs and satisfaction.
• Marketing is called a social process because marketers attempt to match products or services with customer needs and wants for satisfying them at a profit.
• ‘Product combination” is the sales promotion technique.
• The elements of marketing mix being taken into consideration by Arun are product and place.
• The two methods of marketing adopted by them are both direct and indirect marketing.
• According to JF Pyle. “Marketing is that phase of business activity through which the human wants are satisfied by the exchange of goods and services.”
• Packaging simplifies the work of sales promotion. Packing material in the house reminds the consumers constantly about the product. In this way, the packaging performs the role of a passive salesman. Consequently, it increases the sales.
• The important aspect related to the marketing of products which has been ignored by Farihad is Labelling.Labelling is the display of label in a product. A label contains information about a product on its container, packaging, or the product itself. It also has warnings in it. For e.g. in some products, it is written that the products contain traces of nuts and shouldn’t be consumed by a person who’s allergic to nuts. The type and extent of information that must be imparted by a label are governed by the relevant safety and shipping laws. Labeling is also an important part of the brand of the product and the company. It helps the product stand out in the market, and identifies it as a part of a particular brand. This is important in the era of high and intense competition.
• Describes the product and specifies its contents: Labelling provides information about the core function of the product i.e. how and why the product is likely to be beneficial to the prospective buyer. It educates them about the usage and precautions related to the product. It also gives detailed information about the ingredients of the product.
• Helps in identification of the product or brand: The label contains the logo, brand name, tagline, name and address of the manufacturer etc. of the product which helps in easy identification of the product.
• Enables grading of products: Different coloured labels are also used by the marketers for grading of the products on the basis of flavours, quality etc. so that the buyers can easily choose a product as per their requirements.
• The Right to information is being overlooked by the company in the above mentioned case. According to the Right to information, a consumer has the right to get complete information about the product he/she intends to buy including its contents, date of manufacture, date of expiry, price, quantity, directions for use etc. Also, as per law, it is mandatory for the marketers to provide complete information about the product/ service to the buyers.
• Provides economies of scale: Large and steady demand enables a manufacturer to sell more and to produce goods on large scale. Mass production on regular basis helps to reduce the costs of production and distribution. Because of its wide reach, the overall cost of advertising gets spread over numerous communication link established.
• Reduces dependence on middlemen: Advertising helps to establish direct contact between manufacturers and consumers. It is easy to find consumers, as they are made aware of the availability and utility of goods. It is medium through which a large number of people can be reached over a vast geographical area.
• Marketing management is the art and science of choosing target market and getting keeping and growing customers through creation delivering and communicating superior customer values managements. Marketing management refers to planning, organising, directing and control of the activities which facilitate exchange of goods and services between producers and consumers or users of products and services.
• Product mix: The product mix refers to important decisions related to the product or services which are offered in the market to satisfy a want or need. Product mix involves decisions regarding developing and producing the right type of products or services for the consumers. Decisions are taken regarding product, range, quality, size, features, packaging, after sale services, branding, warranties etc. Production must satisfy consumer needs and expectations. These decisions play an important role in attracting customers to the product.
• Price mix: It refers to important decisions related to price levels, pricing strategy and price policies of an organisation. Price is the amount of money paid by a buyer (or received by a seller) in consideration of the purchase of a product or a service. It plays an important role in the marketing of goods. It is often used as a regulator of product’s demand and act as an effective tool during stiff competition. Price affects the revenue and profits of a firm. It is a very crucial element of the marketing mix as customers are highly price-sensitive and the level of price affects the level of demand.
• Place mix: It includes activities that make firm’s products available to the target customers. It includes decisions about channels of distribution, means of transportation, warehousing, inventory control, etc. Place mix is concerned with linking the sellers and buyers. The choice of channels of distribution depends on the nature of the product, competition, willingness of middlemen and producer’s financial resources.
• Promotion mix: It refers to informing the customers about the product and persuading them to purchase these products. This job is done by the company through the medium of advertisement, personal selling, sales promotion and public relations. Decisions with regard to all these factors directly influence the sale of the product.
• Marketing management is “the art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value”- Philip Kotler . Marketing management is concerned with the chalking out of a definite programme, after careful analysis and forecasting of the market situations and the ultimate execution of these plans to achieve the objectives of the organisation. Further, their sales plan to a greater extent rest upon the requirements and motives of the consumers in the market. To achieve this objective, the organisation has to pay heed to the right pricing, effective advertising and sales promotion, distribution and stimulating the consumers through the best services. To sum up, marketing management may be defined as the process of management of marketing programmes for accomplishing organisational goals and objectives. It involves planning, implementation and control of marketing programmes or campaigns.
• Product: “his business is not only restricted to designing web sites according to the specifications of the clients but also providing continuous online assistance to them and handling their grievances’ effectively.” A product is anything of value i.e. a product or service offered to a market to satisfy needs or wants. A product includes physical product, after sale service, handling grievances etc. Every marketer needs to constantly review and revise his products in order to enhance customer’s satisfaction and have a competitive edge.
• Pric e: “doing all this at a profit. He provides these services at competitive prices.” Price is the monetary value paid in consideration for the purchase of a product or service by a buyer to its seller. It is a very crucial decision for the marketers as consumers are very sensitive to the pricing. The factors affecting price determination are the cost of the product, the utility and demand, the extent of competition in the market, government and legal regulations, pricing objectives and marketing methods used.
• Place: “Anybody interested in getting web solutions can contact him through his website. ” It is considered an important element of the marketing mix because it includes all those activities that help in making the goods and services available to the prospective buyers in the right quantity, at the right time and in the right condition. Two main decisions involved in physical distribution are physical movement of goods from producers to consumers and choice of channels of distribution.
• Promotion: “Moreover, whenever the market is sluggish he tries to create demand by offering short-term incentives to the buyers.” Promotion refers to the set of activities undertaken by a marketer to inform the prospective buyers about the product and persuading them to make a purchase. The various components of the promotion mix are advertising, sales promotion, personal selling and public relation.
• What do the consumers want?
• In what quantity?
• At what price?
• When do they want (it)?
• What kind of advertisement do they like?
• Where do they want (it)?
• What kind of distribution system do they like? All the relevant information about the consumer is collected and analysed. On the basis of this analysis an effort is made to find out as to which product has the best opportunities in the market.
• Marketing Planning: In order to achieve the objectives of an organisation with regard to its marketing, the marketeer chalks out his marketing plan. For example, a company has a 25% market share of a particular product. The company wants to raise it to 40%. In order to achieve this objective the marketer has to prepare a plan in respect of the level of production and promotion efforts. It will also be decided as to who will do what, when and how. To do this is known as marketing planning.
• After-sales-services
• Handling customers’ complaints
• Technical services
• Credit facilities
• Maintenance servicesHelping the customer in this way offers him satisfaction and in today’s competitive age customer’s satisfaction happens to be the top-most priority. This encourages a customer’s attachment to a particular product and he starts buying that product time and again.
• Physical Distribution: Under this function of marketing the decision about carrying things from the place of production to the place of consumption is taken into account. To accomplish this task, decision about four factors are taken. They are: (i) Transportation, (ii) Inventory, (iii) Warehousing and (iv) Order Processing. Physical distribution, by taking things, at the right place and at the right time creates time and place utility.

Chapter Wise Extra Questions for Class 12 Business Studies

Part -i and part – ii.

• Nature and Significance of Management
• Principles of Management
• Business Environment
• Controlling
• Financial Management
• Financial Markets
• Marketing Management
• Consumer Protection

Test Generator

Create question paper PDF and online tests with your own name & logo in minutes.

Question Bank, Mock Tests, Exam Papers, NCERT Solutions, Sample Papers, Notes

Related Posts

• Class 12 Business Studies Planning Extra Questions
• Financial Markets Important Questions for Class 12 Business Studies
• Important Questions for Class 12 Financial Management Business Studies
• Extra Questions of Class 12 Business Studies Controlling
• Important Questions for Class 12 Directing Business Studies
• Class 12 Business Studies Staffing Extra Questions
• Practice Questions for Class 12 Organising Business Studies
• Class 12 Business Studies Nature and Significance of Management Extra Questions

Leave a Comment

Save my name, email, and website in this browser for the next time I comment.

BUSINESS STUDIES FOR CLASS 12 CHAPTER 11 MARKETING MCQS ALONG WITH ANSWERS

Free CBSE Business Studies Multiple Choice Questions for Class 12 along with answers Chapter 11: Marketing. Business Studies MCQs for Class 12 chapter-wise with answers are prepared based on the current exam pattern. Students can tackle MCQs with answers to realise their spadework level.

1. Under which of the following conditions does a business need not maintain a high level of inventory?

(a) When a higher level of customer services need to be provided

(b) When a high degree of accurate sales forecast can be made

(c) When the responsiveness of the distribution system is low

(d) All of the above

Answer: (b) When a high degree of accurate sales forecast can be made

2. Under which of the following conditions will the company not be able to provide a high level of customer service?

(a) When it maintains a high level of inventory

(b) When it maintains a low level of inventory

(c) When it owns a large number of warehouses

(d) None of the above

Answer: (b) When it maintains a low level of inventory

3. Under which of the following situations is a company not likely to fix a lower price for its product?

(a) When the competition has introduced a substitute product

(b) If the demand for a product is inelastic

(c) When the company wants to attain market share leadership

(d) When the demand for the product is low

Answer: (b) If the demand for a product is inelastic

4. Under which of the following conditions is a marketer not likely to fix the price of his products at the higher-end?

(a) When he faces a high degree of competition

(b) When he wants to attain market share leadership

(c) When the product is unique in terms of packaging, product difference, and product differentiation

Answer: (c) When the product is unique in terms of packaging, product difference and product differentiation

5. The labelling of a pack of oats cookies explains how the product is beneficial in adding fibre to the diet and the other related health benefits. Identify the related function of labelling being described in the given case.

(a) Describes the product and specifies its content

(b) Identification of the product or brand

(c) Grading of products

(d) Helps in promotion of the products

Answer: (d) Helps in promotion of the products

6. What does the symbol given below denote?

(a) Brand name

(b) Brand mark

(c) Trademark

(d) Generic name

Answer: (c) Trademark

7. Which of the following can be marketed?

(a) Red Cross society persuading to donate blood

(b) Kerala Tourism persuading people to visit Kerala for health tourism

(c) Political parties persuading to vote for a particular candidate

Answer: (d) All of the above

8. Which of the following statements does not reflect a condition to be satisfied for an exchange to take place?

(a) Involvement of at least two parties – the buyer and the seller is mandatory

(b) Each party should be capable of offering something of value to the other

(c) Exchange can take place if the buyers and sellers are not able to communicate with each other

(d) Each party should have the freedom to accept or reject the other party’s offer

Answer: (c) Exchange can take place if the buyers and sellers are not able to communicate with each other.

9. Which of the following is a feature of the marketing process?

(a) Satisfying needs and wants of the consumers

(b) Creating a market offering

(c) Developing an exchange mechanism

10. Which of the following statements is not true with regard to the concept of a product?

(a) It is a bundle of utility

(b) It is a source of satisfaction

(c) It is confined to physical product

Answer: (c) It is confined to physical products.

11. According to the modem marketing concept, which of the following statements is true?

(a) It refers to the group of people who do not have the ability but willingness to buy a particular product

(b) It refers to only the set of people who have the purchasing power to buy a particular product

(c) It refers to the set of actual and potential buyers for a product

(d) It refers only to the people who show interest in a particular product

Answer: (c) It refers to the set of actual and potential buyers for a product

12. The term ‘market’ may be understood in which of the following contexts?

(a) Geographical area covered

(b) Type of buyers

(c) Quantity of goods transacted

13. Karam Limited is offering a travel package for 15 destinations worldwide with free insurance on the bookings for the month of December 2019. Identify the feature of marketing being described in the above lines.

(a) Needs and wants

(c) Customer value

(d) Exchange mechanism

Answer: (c) Customer value

14. In order to promote the habit of health and hygiene among weaker sections of society, Abhyas Limited has launched low-cost packs of hand wash. Identify the type of marketing philosophy being adopted by the company.

(a) Product concept

(b) Production concept

(c) Marketing concept

(d) Societal marketing concept

Answer: (b) Production concept

15. In order to get feedback about its new product launch, Taggi Limited conducted an online survey through a short questionnaire. Identify the marketing function being mentioned in the given line.

(a) Gathering and analysing market information

(b) Marketing planning

(c) Product designing and development

(d) Packaging and labelling

Answer: (a) Gathering and analysing market information

We trust that the offered Business Studies MCQs for Class 12 with responses Chapter 11: Marketing will help you. Assuming you have any questions with respect to CBSE Class 12 Business Studies, Marketing MCQs, drop a remark underneath, and we will hit you up at the most punctual.

Leave a Comment Cancel reply

Your Mobile number and Email id will not be published. Required fields are marked *

Request OTP on Voice Call

Post My Comment

Register with BYJU'S & Download Free PDFs

Register with byju's & watch live videos.

Browse Course Material

Course info.

• Prof. Natalie Mizik

Departments

• Sloan School of Management

As Taught In

Learning resource types, marketing management, case studies.

Cases will be discussed in class. The discussion questions below are provided to guide assigned case readings. A group case analysis write-up is required for the Sonance case, and details can be found in the assignments section of this course.

You are leaving MIT OpenCourseWare