CBSE Class 12 Business Studies Marketing Management Worksheet Set B

NCERT Solutions for Class 12 Business Studies Chapter 11 Marketing One Word Answer Type Questions

Question. ‘Maruti Vega Ltd.’ entered into the market with colour 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. 
Answer: Product Mix.

Question. Name the marketing function which is concerned with informing the customers about the firm’s products. 
Answer: Promotion. 

Question. Name the function of marketing which is concerned with the cost and location of target market. 
Answer: Transportation.

Question. Name the marketing function which is concerned with the important decision of managing inventory. 
Answer: Physical distribution.

Question. 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. Identify the technique of sales promotion used by the company.
Answer: Product Combination

Question. 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 service, availability of spare parts, etc. Identify the element of marketing mix referred here.
Answer: Product Mix. 

Question. Shreemaya Hotel in Indore was facing a problem of low demand for its rooms due to the 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 also abroad, can be reached, informed and persuaded to use the incentive.
Answer: Advertising.

Question. ‘Garima Ltd.’, a manufacturer of car engines achieves a breakthrough by developing a car engine which runs on water. This development is effectively communicated by the company to its dealers and prospective customers. Because of this breakthrough, the image of the company has gone up. The company has also set-up a department that advises its top management to adopt such programmes which will add to its public image. Name the term that is used for this activity.
Answer: Public Relations.

Question. The advertisement of a travel agency states the following : ‘Visit Agra-The city of Love’, ‘Udaipur-The city of Lakes’ and ‘Mysore-The city of Gardens’. What is being marketed by the agency through the advertisement? 
Answer: Place.

NCERT Solutions for Class 12 Business Studies Chapter 11 Marketing Very Short Answer Type Questions

Question. Identify the technique of sales promotion used by the company in the following cases :
(i) Purchase goods worth ` 90,000 and get a holiday package of ` 10,000 free. (ii) A company offers 40% of extra glucose in a pack of 1 Kg.
(iii) A mobile company offers a discount of ₹ 2,000 to clear off excess inventory.
(iv) A company offers a pack of 1 Kg of tea with a purchase of 5 kgs of sugar (v) On return of the wrapper, a customer gets ₹ 5 off on purchase of the same product.
Answer:
(i) Usable benefit
(ii) Quantity Gifts
(iii) Rebate
(iv) Product combination
(v) Refund

Question. Malaysian budget airline group, Sky Europe, announced discounted fares, starting as low as ₹ 1,099 for domestic destinations operated by its Indian Joint Venture carrier and ₹ 2,099 for international flights operated by other group airlines under a limited period offer.
(i) Identify the medium of communication which can be used by the firm to inform a large number of people about the new fares.
(ii) Also, state any two merits of the communication tool, apart from the one discussed above.
Answer:
(i) Advertising.
(ii) Merits of advertising :
(a) Advertising enhances customer satisfaction and confidence, as they feel more comfortable and assured about the product quality and hence feel more satisfied.
(b) With the developments in art, computer designs, and graphics, advertising has developed into one of the most forceful and expressive medium of communication.
(c) Advertising is a very economical mode of communication if a large number of people are to be reached.

Question. ‘Branding adds to cost e.g. the cost of packaging, labelling, legal protection and promotions. However, it provides several advantages to the sellers as well as the customers.’ Do you agree? State any three reasons in support of your answer.
Answer: ‘Branding adds to cost e.g. to the cost of packaging, labelling, legal protection and promotions however, it provides several advantages to the sellers as well as the customers.’ Yes, We agree with the statement. The reasons are :
(i) It helps in product identification because if a customer is satisfied with the product, he need not make a close inspection every time he has to buy the product.
(ii) It ensures quality because if there is any deviation in the quality, the customers can have recourse to the manufacture which builds up their confidence.
(iii) It is a status symbol and the consumers of branded products feel proud of using them adding to their level of satisfaction.
(iv) Branding helps the firm in differentiating its product from those of the competitors.
(v) Branding helps in advertising and display programmes.
(vi) Branding enables a firm to charge differential price for its products.
(vii) Branding helps in introduction of a new product under the same brand name.

Question. Ginika, Tanish and Rohit were friends from college days and now they are doing different kinds of businesses. 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 paragraph. 
OR
Hemant, Guddu and Toshita were friends from college days and presently they were doing different kinds of businesses. 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, Hemant drew the attention of Guddu and Toshita towards the exploitation of consumers. He 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 he was not doing so. Guddu 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. Toshita stressed that a company cannot achieve its objectives without satisfying 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 by the society. She further stated that she herself was taking into consideration the needs of the customers. Identify the various types of thinking that guided Hemant, Guddu and Toshita in the marketing efforts of their business. Also, state one more feature each of the various types of thinking identified that is not given in the above paragraph. 
Answer: Various types of thinking that guided the marketing efforts were : Hemant/Ginika Societal Marketing concept Feature of Societal marketing concept :
(i) It takes care of long term well-being of the consumers as well as the society.
(ii) It uses integrated marketing as a means to achieve the objective.
(iii) Its objective is to earn profits through customer satisfaction and social welfare.
(iv) The marketing efforts start from the identification of needs of the target market and the society. (Any one) Guddu/Tanish Selling concept Feature of Selling concept :
(i) It uses aggressive selling and promotional techniques like advertising, personal selling and sales promotion to achieve the objective.
(ii) It involves pushing the sale of existing products.
(iii) Its objective is to earn profits through increased volume of sales.
(iv) The marketing efforts start after the product is produced in the factory.Toshita/Rohit Marketing concept Feature of Marketing concept :
(i) It involves development of products for satisfying needs of the target market better than the competitors.
(ii) Its focus is on satisfaction of customers’ needs.
(iii) It uses integrated marketing as a means to achieve the objective.
(iv) The marketing efforts start from the identification of needs of the target market.

Question. ‘Sometimes advertising confuses the buyers.’ Do you agree with this? Give reasons in support of your answer. Also state the arguments of supporters of advertisement regarding the above statement. 
Answer: Yes, I agree as : So many products are being advertised which make similar claims that the buyer gets confused as to which one is true and should be relied upon.
OR
No, I do not agree as We all are human beings who make our decisions for purchase of product based on various factors. The arguments of supporters of advertisement are: Advertising gives a chance to know about the products and allows the buyers to choose from the options available. It allows the buyers to take rational decisions on various factors such as price, style, size, etc.

Question. There are some characteristics that should be kept in mind while choosing a brand name. Explain any two such characteristics that a good brand name should have.
Answer: Characteristics that should be kept in mind while choosing a good brand name :
(i) Short and easy to pronounce,
(ii) Suggestive,
(iii) Distinctive,
(iv) Adaptable to packaging and labelling requirements,
(v) Versatile,
(vi) Capable of being registered and protected legally,
(vii) Appealing power.

Question. What is meant by ‘Product Concept’ of marketing?
Answer: Product Concept : The product concept implies that consumers favour those products that offer the superior quality, performance and features. Managers also believe that consumers appreciate quality features and shall be willing to pay higher price for the good quality of the product & service made available to them. Those companies which believe in product concept, concentrate on product and its improvement.

Question. State any four characteristics of good brand name.
Answer: Characteristics of a good brand name: 
(i) The brand name should be short, easy to pronounce, spell, recognise and remember e.g., Ponds, VIP, Rin, Vim, etc.
(ii) A brand should suggest the product’s benefits and qualities. It should be appropriate to the product’s function. e.g., Rasika, Genteel, Promise, My Fair Lady and Boost.
(iii) A brand name should be distinctive e.g., Liril, Sprit, Safari, Zodiac.
(iv) The brand name should be adaptable to packing or labelling requirements, to different advertising media and to different languages.
(v) The brand name should be sufficiently versatile to accommodate new products, which are added to the product line, e.g., Maggie, Colgate.
(vi) It should be capable of being registered and protected legally.
(vii) Chosen name should have staying power i.e., it should not get out of date.

Question. 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 and launched the same refrigerator in the market. Identify and explain the market philosophy involved.
Answer: In the given case, the marketing philosophy involved is : The Marketing Concept : The focus of the marketing concept is on the customer’s needs and the customer satisfaction. Integrated marketing is the means to achieve the firm’s objective of maximising profit under this concept. The purpose of marketing is to generate customer value at a low profit. The following are the pillars of the marketing concept :
(i) Identification of market or customer who are chosen as the target of marketing efforts.
(ii) Understanding needs and wants of the customers in the targeted market.
(iii) Development of products or services for satisfying needs of the targeted market.

Question. You need not to close a sale, you just need to open a relationship with customers, if you want to build a long term successful enterprise. Identify the communication tool used by the marketer. State any two features of this communication tool.
Answer: Personal Selling Features of personal selling are :
(i) Personal form : It involves direct face-to-face dialogue between the salesman and the potential buyer.
(ii) Development of relationship : It allows sales persons to develop personal relationships with the prospective customers.

Question. Ayesha is manufacturing lunch boxes for school going children. To maximise profits, she decided to improve the quality and added a warmer to the boxes. Due to this improvement in the product, the sale is increasing day by day. Identify and explain the marketing philosophy involved. 
Answer: The marketing philosophy in this case is ‘Product Concept’. The firms following this concept believe that by producing superior products and improving their features overtime, they would be able to attract more customers. The underlying assumption is that customer favours product quality, performance, innovative features, etc. Under the product concept, superior products are always welcomed by the customers. But product is only one element of the total marketing mix. A better product at higher price might disturb the customer budget and so he may compromise with the lower quality products. 

Question. Though branding adds to the cost, it provides several advantages to the consumers. In the light of the statement, state any three advantages of branding to customers.
Answer: Three advantages of branding to customers are:
(i) Helps in Product Identification : If a customer is satisfied with a particular brand of a product, he/she need not make a close inspection every time. Thus, branding greatly repeats purchase of the products.
(ii) Ensures Quality : Branding ensures a particular level of quality of the product. Thus, whenever there is any deviation in the quality of the product, the customer can recourse to the manufacturer or marketer. This builds up confidence of the customer and helps in increasing his/her level of satisfaction.
(iii) Status Symbol : Some brands become status symbol because of their quality. The consumers of those brands of product feel proud of using them and adds to the level of satisfaction of the customers.

Question. Packaging has acquired great significance in the marketing of goods. In the light of this statement, state three functions of packaging. 
Answer: Yes, packaging has acquired great significance in the marketing of goods. Its functions can be understood as :
(i) Product Protection : Packaging protects the contents of a product from spoilage, breakage, leakage, pilferage, damage, climatic effects, etc. This kind of protection is required during storing, distribution and transportation of the product.
(ii) Product Identification : Packaging greatly helps in identification of product among several other products. Colour of packaging, style, shape of packaging, etc., helps the customers to recognise the products.
(iii) Facilitating use of the Product : The size, shape of the package should be such that it should be convenient to open, handle, and use for the consumers. For example, new bottles of shampoo, pet bottles of cold drink, tubes of toothpaste, etc.

Question. 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; and
(ii) Explain this philosophy on the basis of :
(a) Main focus;
(b) Means and ends. 
Answer:
(i) Product Concept.
(ii) (a) Main Focus : This concept emphasises on the features of product.
(b) Means : Management can attract customers by making continuous improvement in the quality of product and in its features. Ends : Product improvement is the key to profit maximisation under the product concept.