Suja

Navi Mumbai

MARKETING MANAGEMENT
Class 12 - Business Studies

Section A
Question No. 1 to 4 are based on the given text. Read the text carefully and answer the questions:
Manik Foods is a famous food chain selling a large variety of products in the Indian market. It values Customer
Satisfaction the most therefore, makes products keeping in mind their needs and tastes. It charges a comparatively higher
price than its competitors as it sells quality Products. Besides, it offers discounts to its customers during festivals that have
an immediate effect on the sales volume. It has four of its own retail outlets and is also selling its products through various
grocery stores so that the Products are made available easily to the customers. It regularly uses different communication
tools to increase its sales.

1. Which Marketing Management Philosophy Manik Foods is following? [1]

a) Production Concept b) Societal Concept

c) Selling Concept d) Marketing Concept

2. It charges a comparatively higher price than its competitors as it sells quality Products. Which element of the [1]
Marketing Mix is discussed here?

a) Promotion Mix b) Price Mix

c) Place Mix d) Product Mix

3. Besides, it offers discounts to its customers during festivals that have an immediate effect on the sales volume. [1]
Which element of Promotion Mix is discussed here?

a) Sales Promotion b) Advertising

c) Personal Selling d) Public Relations

4. It has four of its own retail outlets and is also selling its products through various grocery stores so that the [1]
Products are made available easily to the customers. Which element of the Marketing Mix is discussed here?

a) Place Mix b) Product Mix

c) Promotion Mix d) Price Mix

Question No. 5 to 8 are based on the given text. Read the text carefully and answer the questions:
Arun has always been a bright student. He recently completed MBA and started his own industry Arun Pvt. Ltd. selling
Ayurvedic Medicines. He has done deep research in this field, identify the needs and conducted SWOT Analysis. He
observed that the products are expensive as the demand for these products is quite high than its supply. After gathering and
analysing information, he came to know that consumer compares the value of a product to the value of money they are
required to pay. Considering the same, he decided to add some unique features to the packaging and also decide to sell his
products under a brand name. It takes no time that Customers started liking his products due to their high quality. His

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products became quite popular throughout the country within few years of hardwork. Many competitors began to imitate
his products but consumers continued to be loyal to Arun Pvt. Ltd.

5. Consumer compares the value of a product to the value of money they are required to pay. Which element of [1]
Marketing Mix is referred to here?

a) Price Mix b) Promotion Mix

c) Product Mix d) Physical Distribution

6. He has done deep research in this field, identify the needs and conducted SWOT Analysis. Which function of [1]
Marketing is referred to here?

a) Branding b) Pricing

c) Market Research d) Market Planning

7. Considering the same, he decided to add some unique features to the packaging and also decide to sell his [1]
products under a brand name. Which element of marketing is referred to here?

a) Price mix b) Place Mix

c) Product Mix d) Promotion Mix

8. Identify the product-related decision due to which consumers became loyal to Arun Pvt. Ltd. [1]

a) Pricing b) Labelling

c) Packaging d) Branding

Question No. 9 to 13 are based on the given text. Read the text carefully and answer the questions:
'Hayaram' 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. But it is also
concerned about the impact as the potential customers or the prospects can't be delivered the message compulsively. So
there is one scheme the company has decided to launch where chips will be provided with an additional cold drink for a
particular time period. It not only satisfies its customers but also provides employment to handicapped people.

9. The above para describes the combination of variables used by Hayaram to prepare its market offering. The [1]
combination of variables used by Hayaram to prepare its market offering is termed as ________.

a) Sales Mix b) Promotion mix

c) Price Mix d) Marketing Mix

10. It also sells its products through various grocery stores so that the products are made available to customers at [1]
the right place, in the right quantity and at the right time.
Identify the element of marketing mix stated above.

a) Place b) Product

c) Price d) Promotion
11. Identify the sales promotion technique decided to be used by Hayaram. [1]

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 a) Quantity plus b) Usable benefits

c) Rebate d) Product combination

12. It charges a comparatively higher price than its competitors as it sells quality products. Identify the [1]
element of marketing mix stated above.

a) Product b) Place

c) Price d) Promotion
13. Besides, it offers regular discounts to its customers and easy credit terms to its retailers. Identify the [1]
element of marketing mix stated above.

a) Product b) Place

c) Price d) Promotion

Question No. 14 to 18 are based on the given text. Read the text carefully and answer the questions:
ABC Crackers Limited, a fire cracker manufacturing company, launched some new crackers on the eve of Diwali in the
market, which attracted many buyers. To meet the increased demand, the company employed people to promote the
products to each distributor, from the nearby villages. As the products were in great demand in the market, a competitor,
A2Z Crackers Limited, imitated the products. The crackers of the competitor were not accepted by the consumers due to
inferior quality, lack of relevant information, poor response from the customer support services wherever it was a status
symbol to buy the products of ABC Crackers Limited because of their quality and responsible management.

14. Identify the product related decisions because of which consumers preferred the products of ARC Crackers [1]
Limited.

a) Branding, Labelling and packaging b) Labelling and packaging

c) Branding and packaging d) Branding and Labelling

15. Which department of the company showed poor customers support services? [1]

a) Public relations department b) Sales department

c) Production department d) Marketing department

16. To meet the increased demand, the company employed people to promote the products to each distributor, from [1]
the nearby villages. Which element of promotion mix is highlighted here?

a) Sales promotion b) Personal selling

c) Public relations d) Advertisement

17. Which combination of marketing philosophies have been adopted by ABC Crackers Limited and A2Z Crackers [1]
Limited respectively?

a) Marketing and production b) Product and production

c) Product and selling d) Selling and product

18. ABC Crackers Limited, a fire cracker manufacturing company, launched some new crackers on the eve of [1]
Diwali in the market, which attracted many buyers. Which of the following things is marketed here in above
case.

a) services b) ideas

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 c) product d) places
Section B
19. Marketing can be best understood as: [1]
i. Pre-production activity
ii. Post-production activity
iii. Pre and Post production activity
iv. Selling activity

a) ii and iii b) i and ii

c) only iii d) iv and i

20. According to the traditional point of view ________ is called a market. [1]

a) Possible Buyer b) The group of actual and possible buyers

c) Special Place d) Actual Buyer

21. The basic role of marketer is to: [1]

a) Advertise only b) Sell the product

c) Identify a need and fill it d) Earn more and more profits

22. What can be marketed? [1]
i. Any physical object with a definite shape.
ii. Any physical object which creates value to customers.
iii. Any physical object that has a selling price.
iv. Any physical object that can be tested.

a) i and ii b) iv and i

c) only ii d) iii and iv

23. Which of the following is a brand name? [1]

a) All of these b) Asian Paints

c) Nike d) Woodland
24. A new product is easy to introduce in the market by: [1]

a) Branding b) Labeling

c) Public relations d) Personal selling

25. Ideas for life is the tagline of: [1]

a) Sony b) Samsung

c) Google d) Panasonic
26. A brand or part of a brand that is given legal protection is called: [1]

a) Trademark b) Brand name

c) Logo d) Brandmark
Section C
27. Assertion (A): Branding helps in Differential Pricing. [1]

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 Reason (R): The firm can easily charge a high price for the same type of product as that of its competitor if it
has an established a brand name.

a) Both A and R are true and R is the correct b) Both A and R are true but R is not the
explanation of A. correct explanation of A.

c) A is true but R is false. d) A is false but R is true.

28. Assertion (A): Brand name should be easy to pronounce. [1]
Reason (R): The customers will hesitate to demand products that are difficult to pronounce.

a) Both A and R are true and R is the correct b) Both A and R are true but R is not the
explanation of A. correct explanation of A.

c) A is true but R is false. d) A is false but R is true.

29. Assertion (A): Generic Name refers to the name of a whole class of products. [1]
Reason (R): It's easy for the marketeer to differentiate his products by generic name.

a) Both A and R are true and R is the correct b) Both A and R are true but R is not the
explanation of A. correct explanation of A.

c) A is true but R is false. d) A is false but R is true.

Section D
30. Match the following: [1]

(i) Helps in product protection (a) Branding

(ii) Helps in product designing (b) Labelling

(iii) Helps in identifying the product (c) Product Development

(iv) Helps in providing information to the customer (d) Packaging

Section E
31. Time Line watch manufacturing company is a renowned company marketing watches. It performs various [3]
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.
a. Name the concept related to the activities mentioned in the above paragraph.
b. Explain any two features of the concept identified in part (a).
32. Hemand, Guddu and Toshita were friends from college days and presently they were doing different kinds of [3]
business. They regularly meet and discuss their business ideas, and exchange notes on customer satisfaction,
marketing efforts, products designing, selling techniques, social concerns, etc.
In one of such meetings, Helmand drew the attention of Guddu and Toshita towards the exploitation of
consumer. 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 consumer 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

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 customers.
Identify the various types of thinking that guided Hemand, 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.
33. JTM Ltd. launched Buddyline, an exercise book and comprehensive stationery brand name comprising of ball [3]
pens, gel pens and geometry boxes after identifying the target market and understanding the needs and wants of
the consumers of that market. All their products were of good quality and eco-friendly but expensive. They
wanted to distinguish their products from that of their competitors. They spent a lot of efforts, time and money in
creating the brand name, as they knew that without a brand name, they can only create awareness for the generic
products and can never be sure of the sale of their products. The effort paid off and the demand for the products
started growing. The customers liked the brand and became habitual to it. They did not mind paying a higher
price. Over a period of time, it became a status symbol to buy Buddyline brand because of its quality. The
consumers felt pride in using them.
i. Identify the marketing management philosophy followed by JTM Ltd.
ii. Explain the advantages of branding to the marketers highlighted in the above case.
34. Mansi, a shoe manufacturer for school students, decided to maximise her profit by producing and distributing at [3]
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
35. What is meant by ‘Production Concept’ of marketing? [3]
36. Product is a bundle of utilities? Do you agree? Comment. [3]
37. ‘Demand for wood will be derived from demand for furniture and other wooden items in the market.’ This is an [3]
example stating the characteristic of one of the categories of products. Name the category and state two other
characteristics of this category of products.
38. Explain the three major categories into which the industrial products can be classified. [3]
39. ‘Though branding adds to the cost, it provides several advantages to the consumers’. In the light of the [3]
statement, state any three advantages of branding to customers.
40. “Though branding adds to cost, it provides several advantages to the marketers”. In the light of the statement any [3]
three advantages of branding to marketers.
41. What is ‘marketing mix’? [3]
42. Your company has set up a food processing unit in Madikeri with a production capacity of 10000 litres of [3]
Orange juice per day. The company plans to market the Orange juice in tetra pack of 200 millilitres. Design a
label for the same.
43. “An important task in the marketing of goods relates to designing the label as it provides useful and detailed [3]
information about the product.” In the light of the given scenario draw a label for ‘Tea’ and highlight the
important information to be provided on it.
44. Briefly describe the term ‘Product Mix’. [3]
45. Distinguish between convenience products and shopping products. [3]
46. State any five characteristics of a good brand name. [3]
47. 'An important task in the marketing of goods relates to designing the label as it provides useful and detailed [3]

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 information about the product. In the light of the above statement, draw a label for a packet of juice and
highlight the important information to be provided on it.
48. Ashima purchased a bottle of tomato-sauce from the local grocery shop. The information provided on the bottle [3]
was not clear. She fell sick on consuming it. She filed a case in the District Forum under Consumer Protection
Act and got the relief.
a. Identify the important aspect neglected by the marketer in the above case.
b. Explain briefly the functions of the aspect identified in (a) above.

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