MARKETING

Grade: XII

Full Marks: 100 (80T+20P)

Teaching Hours: 150 (120T+30P)

I. Introduction

In recent years, marketing has become essence in all the sectors of business like
agriculture, industry, banking, insurance, hospitals, and other social organizations as well.
Marketing has become the subject of serious concern and discussion these days. Not only within
the national boundary, the scope of marketing has been spreading outside the national boundary.
These days, marketing has been used not only as a business strategy but also as a business tactics
to win the confidence of the customers in a more competitive arena. Therefore, these days,
without marketing, it has become virtually not possible for business people to succeed.

After the restoration of democracy in Nepal during 1990s, the government adopted the
economic liberalization policy. A large number of industrial and commercial undertakings have
come into existence in the country. As a result, Nepalese business sector has become more
complex. This situation has created a greater demand for the implementation of marketing
philosophy in the country not only in the business and education sectors of Nepal, but also
in daily life of consumers.

This course on marketing has been designed for the higher secondary level education.
The course will follow a conceptual and functional approach to teaching and learning the
elementary marketing principles and practices. It shall introduce the studies to the major functions
involved in the marketing process of a business organization. This is a theory-cum- practical
course which consists of nine units
II. General Objectives:
This course on marketing aims at imparting foundation knowledge of marketing among
students in order to prepare them for university level education. The course shall also be useful
for students pursuing a career at the front line marketing jobs such as sales-persons, sales
representatives and supervisors.
III. Specific Objectives:
The specific objectives of this course are to:
i. introduce the students to the modern marketing concept;
ii. impart knowledge on the key elements of marketing;
iii.impart foundation knowledge in relation to marketing functions performed business organizations
iv. make the students familiar with some of the emerging issues and tools of marketing.
 IV. COURSE CONTENT
Units Chapter Lecture Hours

1. INTRODUCTION: 15
1. Meaning, Evolution and Importance of Marketing 4
5
2. Various Concepts of Marketing
i. Production Concept
ii. Product Concept
iii. Selling Concept
iv. Modern Marketing Concept
v. Social marketing Concept
3. Marketing Mix : Concept, Major & Supportive Components
and importance 4
4. Case Study on Marketing Concept 2
2. COMPONENT OF MARKETING: 14
1. Markets: 3
a. Concepts and Types
b. Features of Nepalese market
2. Customers: 7
a. Concept and Classifications- individual ( non-institutional)
and institutional (Organizational) Buyers
b. Buying Motives
c. Buying process of Individual Consumers and Institutional
Buyers
d. Factors affecting Individual and Institutional buying
Decisions
3. Demand : 2
Concepts of Needs, Wants and Demand-Creation of Demand
4. Marketing process:- Concept and Structure
2
3. MARKETING FUNCTIONS: 10
1. Merchandizing Function: 2
a. Buying : Nature and Elements; Method of buying
b. Selling: nature and Elements of Selling
2. Physical Distribution Function: 4
a. Transportation: Feature and Functions of Transport;
Strengths and Weakness of land Water and Air Transport;
Factors affecting in Selecting Mode of Transport.
b. Warehousing: Concepts, Functions, importance and types
of Warehousing.
3. Facilitating Function: Grading and Standardization Financing, 2
risk bearing and Market Information
4. Field Visit and Class Presentation 2
4. MARKETING ENVIRONMENT: 8
1. Meaning and Features of Marketing Environment; 2
4
2. Components of Marketing Environment: Internal and
External;
3. Impacts of Marketing Environment on a Firm’s Marketing 2
Activities.

5. PRODUCT: 20
1. Meaning of products; 2
4
2. Types of consumer and industrial products;
5
3. Branding: Meaning of Brands and Trade Mark; Importance of
Branding ; Types of Brands; Reasons for not Branding
Products; and Qualities of good Branding.
4. Packaging: Meaning, Functions and Importance of Packaging; 5
Types of Packaging; Features of Good Packaging.
2
5. Labeling: Meaning , Types and Functions of Labeling.
2
6. Field/Industrial Visit and Class Presentation.

6. PRICING: 8
1. Meaning of Pricing and forms of price 1
2
2. Objective and Importance of Pricing
1
3. Pricing Allowances and Discounts 1
4. Types of Cost: Fixed Costs and Variable Costs 3
5. Factors affecting Pricing: Internal and External Factors
77 7. DISTRIBUTION: 15
1. Meaning and Elements of distribution; 1
2
2. Channels of Distribution for Consumers and Industrial
products; 2
3. Channel Members: A brief introduction of Agents,
wholesalers and retailers; 2
4. Wholesaling: Meaning of wholesaler and Wholesaling, role
and Functions of Wholesaler. 3
5. Retailing: Meaning of Retailer and Retailing, Roles and
5
Functions of Retailers; Types of Retailers- Departmental
Stores, Super Market, Multiple Shops/ Chain Stores,
Consumers’ Co-operatives and Mail Order Business.

8. PROMOTION: 15
1. Meaning , importance and Components of Promotion; 2
4
2. Advertising: Meaning , Features and Importance of Advertising;
Types of Advertising
3. Personal Selling: Meaning and Importance : Types of Sales 3
Persons; Qualities of a Good Salesperson; Sales Process;
Meaning and Process of Indoor and Outdoor Sales;
4. Sales Promotion : Meaning and Importance of Sales Promotion; 3
Methods of Consumer Promotion and Trade Promotion;
5. Publicity and public Relations: Meaning , Features and 2
Importance of Publicity and Public Relations;
6. Home Assignment and Class Presentation
1
9. EMERGING ISSUES IN MODERN MARKETING: 15
1. Agriculture Marketing: Meaning and features : Problems and 3
Prospects of Agricultural Marketing in Nepal;
2
2. Industrial Marketing: Meaning and features; Problem and
Prospects of Industrial Marketing in Nepal;
3. E-commerce: Concept and Method of E-Commerce; Meaning 3
and Features of Internet Marketing ; use of Internet;
4. Telemarketing and Televised Marketing: meaning and Features 3
of Telephone and Televised Marketing; Problems and Prospects
of Televised and Telemarketing in Nepal; 2
5. Network Marketing- Concept and Importance
6. Field Visits and Class Presentation. 2
 Course Component: Theory 120 Lecture Hours and 30 Practical Classes (Project Work)
Total Lecture Hours: 120; Full Marks: Theory Classes-80% and Practical Classes
(Project Work) 20%;

TEACHING STRATEGIES:
i. Classroom lectures;
ii. Group discussion;
iii. Paper presentation;
iv. Case study;
v. Home assignment & Field visits;
vi. Project Work;

Reference books:
1. Sherlekar, S. A., Modern Marketing, Mumbai, India: Himalaya Publishing House.
2. Armstrong and Kotler, Principles of marketing, Prentice Hall of India.
3. Shrestha, Shyam K., Fundamentals of Marketing (5th Edition), Kathmandu:
Asmita Publication.
4. Thapa, Surendra, Introduction to Marketing, Kathmandu: Ratna Pustak Bhandar.
5. K.C., Fatta Bahadur, Introduction to Marketing, Kathmandu: Sukunda Pustak Bhandar.
6. Koirala, K. D., Elements of Marketing, Kathmandu: Buddha Academic Enterprise.
 QUESTION PATTERN

Question pattern has been designed with a view to test various cap abilities of the
students. Questions have been designed to make wide coverage of the curriculum.
Therefore, three types of question pattern h ave been man aged in the question paper as
follow:

1. Brief Answer Questions- These questions requires no description, which can be

answered in not more than two minutes; the students will give direct answer to the
question. This type of question is asked to evaluate the conceptual or fundamental
knowledge of the students about the subject matter.
2. Short Answer Questions- These question requires brief description which can be
answered in maximum of 15 minutes. This type of question is asked to evaluate
the descriptive capacity of the students.
3. Comprehensive Answer Questions- These questions require a long description to
each question. This type of question is asked to evaluate the comprehensive or
analytical knowledge of the students about the subject matter. The students may
require about 30 minutes per question to answer.

After the evaluation of the answer sheets of the students containing the above-
mentioned questions, the teacher will understand level of knowledge of the students
about the subject matter and his writing skill.

In addition, the students will be able to manage time in the examination room to
complete the entire questions within the given time period i.e, three hours. This will
also help the concerned teachers in giving necessary instructions to the students.
 Higher Secondary Education Board
(HSEB)
FORMAT OF QUESTION PAPER AND SAMPLE OF QUESTIONS:
Level: Class XII Subject: Elements of Marketing; Full Mark: 80; Pass Mark: 32;
GROUP-A
Brief Answer Questions (10x 1 = 10)

Attempt ALL the questions:

1. Identify any two important contributions of marketing to the marketer.
2. Point out the major components of marketing mix.
3. Identify any three characteristics of Nepalese market.
4. Point out any two strengths and two weaknesses of air transport.
5. What is marketing environment?
6. Point out any four reasons for branding a product by the market.
7. What is the difference between quantity discount and trade discount?
8. Point out any two functions of a retailer and any two functions of a wholesaler.
9. What is sales promotion? Point out any three types of consumer promotion
technique.
10. Identify any two advantages o f televised marketing and two demerits of
telemarketing.
GROUP-B
Short Answer Questions (5x8=40)
Attempt any FIVE question:
11. Explain briefly the evolution of marketing.(8)
12. What is buying motive? Explain on any two types of buying motive.(3+5)
13. What is water transport? Why is it important to a landlocked country like Nepal?
Explain briefly.(3+5)
14. Differentiate consumer products from industrial products.(4+4)
15. Explain the channels of distribution for consumer goods.(4 +4)
16. What is display advertising? What are its benefits to the marketers? Explain
briefly.(3+5)
 GROUP-C

Comprehensive Answer Questions (2x15=30)

Attempt any TWO questions
17. Identify the various concepts of marketing with short introduction and
differentiate the modern marketing concept from societal marketing concept.(6+9)
18. What is labeling? Explain its types and functions. Also justify its importance to
the consumers. (3+6+6)
19. What is personal selling? Identify the various types of salesperson. Also explain
any four essential qualities of a good salesperson. (3+ 6+6)
 FORMAT OF PROJECT REPORT :

Any research report or project report consists of three sections:

I. Preliminary Section;
II. Main Body of the Report; and
III. Supplementary Section.

I PRELIMINARY SECTION:
1.1 Cover page
1.2 Recommendation Letter from the Supervisor (if any)
1.3 Approval letter from the college
1.4 Recommendation Letter from the Working Organization (if any)
1.5 Acknowledgements
1.6 Table of Contents
1.7 List of Tables and Diagrams
1.8 Executive Summary
1.9 Abbreviations/ Acronyms used.

II MAIN BODY OF THE REPORT:

2.1 Introduction Chapter-
• Back ground or Introduction of the Study
• Objective Setting
• Rationale / Significance/ or justification of the study
• Limitation of the Study
• Organization of the Study/ or Tentative Chapter Scheme
2.2 Review of Literature (if any)
2.3 Research Approach/ or Research Approach and Methodology-
• Nature of Data used (Primary and Secondary) and Source of Data;
• Population and Sample;
• Data Collection Technique or Methods
(Questionnaire, Observation, Direct Interview, Mail ,
Internet, E-mail, etc);
• Data Gathering Procedure;
2.4 Data presentation, Analysis and Interpretation;
2.5 Conclusion or Research Findings;
2.6 Suggestions/ Recommendations;

III SUPPLEMENTARY SECTION:

i Bibliography or References
ii Appendices
 CRITERIA AND WEIGHTAGE FOR EVALUATION OF PROJECT REPORT:

S.N CRITERIA WEIGHTAGE ALLOCATED MARKS REMARKS

OBTAINED
1. Report Format & Objective 5
Setting

2. Executive Summary and 3

Conclusion
3. Language and Presentation 2
Skills

4. Depth of Knowledge about 3

the Subject Matter

5. Research Method and Depth 2

of Data collection

6. 6 Data presentation, analysis 5

and Interpretation Technique

TOTAL MARKS OBTAINED : 20

Internal observer : External observer: