1. Marketing: Concepts, Features & Functions
3 Marks
Explain 'Customer Value' as a feature of marketing.
CBSE 2019
Marketing facilitates the exchange of products and services between the buyers and the sellers. A buyer will buy a product only when it gives them the greatest benefit or value for every rupee spent. A marketer's job is to add more value to the product so that customers prefer it over competitors.
4 Marks
Explain any four functions of 'Labelling'.
CBSE 2021 / SQP 2024
1. Describe the product and specify its contents: Details regarding ingredients, usage, and cautions.
2. Identification of the product or brand: Helps customers recognize the product among many others.
3. Grading of products: Helps in classifying products into different categories (e.g., Yellow Label, Red Label tea).
4. Promotion of products: Attractive graphics and slogans on labels entice customers to buy.
2. Identification of the product or brand: Helps customers recognize the product among many others.
3. Grading of products: Helps in classifying products into different categories (e.g., Yellow Label, Red Label tea).
4. Promotion of products: Attractive graphics and slogans on labels entice customers to buy.
6 Marks
Discuss any six important functions of Marketing.
CBSE 2023
1. Gathering and Analysing Market Information: Identifying customer needs and SWOT analysis.
2. Marketing Planning: Developing a plan to achieve marketing objectives.
3. Product Designing and Development: Making the product attractive and functional.
4. Standardisation and Grading: Ensuring uniformity in quality and size.
5. Packaging and Labelling: Protecting the product and providing information.
6. Promotion: Persuading customers to buy through advertising or personal selling.
2. Marketing Planning: Developing a plan to achieve marketing objectives.
3. Product Designing and Development: Making the product attractive and functional.
4. Standardisation and Grading: Ensuring uniformity in quality and size.
5. Packaging and Labelling: Protecting the product and providing information.
6. Promotion: Persuading customers to buy through advertising or personal selling.
2. Marketing Management Philosophies
3 Marks
What is the 'Societal Marketing Concept'?
PREDICTIVE 2026
This concept holds that the task of management is to identify the needs and wants of the target market and deliver the desired satisfaction in an effective and efficient manner, such that the long-term well-being of both the consumers and the society is taken care of. It considers ethical and ecological aspects of marketing.
4 Marks
Differentiate between 'Selling Concept' and 'Marketing Concept' on any four bases.
CBSE 2022
1. Starting Point: Selling starts at the factory; Marketing starts at the market.
2. Focus: Selling focuses on existing products; Marketing focuses on customer needs.
3. Means: Selling uses promotion/persuasion; Marketing uses integrated marketing.
4. Ends: Selling aims for profit through sales volume; Marketing aims for profit through customer satisfaction.
2. Focus: Selling focuses on existing products; Marketing focuses on customer needs.
3. Means: Selling uses promotion/persuasion; Marketing uses integrated marketing.
4. Ends: Selling aims for profit through sales volume; Marketing aims for profit through customer satisfaction.
3. Marketing Mix: Product and Price
3 Marks
State any three qualities of a 'Good Brand Name'.
CBSE 2020
1. Short and easy to pronounce/spell/remember (e.g., Lux, Nike).
2. Suggestive of the product’s benefits or qualities (e.g., Ujala, Hajmola).
3. Distinctive and versatile to stay relevant in different markets.
2. Suggestive of the product’s benefits or qualities (e.g., Ujala, Hajmola).
3. Distinctive and versatile to stay relevant in different markets.
6 Marks
Explain the factors that determine the 'Fixation of Price' of a product.
CBSE SQP 2025
1. Product Cost: Sets the minimum floor price for the product.
2. Utility and Demand: Sets the upper limit the customer is willing to pay.
3. Extent of Competition: If competition is high, the price must stay close to competitors.
4. Government and Legal Regulations: Price ceilings or taxes imposed by the state.
5. Pricing Objectives: Whether the goal is profit maximization, market share leadership, or survival.
6. Marketing Methods Used: Quality of distribution and promotion also impacts the final price.
2. Utility and Demand: Sets the upper limit the customer is willing to pay.
3. Extent of Competition: If competition is high, the price must stay close to competitors.
4. Government and Legal Regulations: Price ceilings or taxes imposed by the state.
5. Pricing Objectives: Whether the goal is profit maximization, market share leadership, or survival.
6. Marketing Methods Used: Quality of distribution and promotion also impacts the final price.
4. Place and Promotion Mix
4 Marks
Explain any four components of 'Physical Distribution'.
CBSE 2021
1. Order Processing: The speed and accuracy of handling customer orders.
2. Transportation: Moving goods from place of production to place of consumption.
3. Warehousing: Creating time utility by storing goods until they are needed.
4. Inventory Control: Maintaining a balance between stock-out risk and carrying costs.
2. Transportation: Moving goods from place of production to place of consumption.
3. Warehousing: Creating time utility by storing goods until they are needed.
4. Inventory Control: Maintaining a balance between stock-out risk and carrying costs.
6 Marks
"Public Relations is a powerful tool of promotion." Justify by explaining its role.
PREDICTIVE 2026
Public Relations (PR) manages the image of the organization in the eyes of the public. Its role includes:
1. Press Relations: Placing positive news in the media about the company.
2. Product Publicity: Sponsoring events or news to draw attention to new products.
3. Corporate Communication: Newsletters and speeches to keep employees/public informed.
4. Lobbying: Managing relationships with government and officials to influence policy.
5. Counseling: Advising management on social issues and the company's image.
6. Building Credibility: Unlike advertising, PR is seen as more authentic by consumers.
1. Press Relations: Placing positive news in the media about the company.
2. Product Publicity: Sponsoring events or news to draw attention to new products.
3. Corporate Communication: Newsletters and speeches to keep employees/public informed.
4. Lobbying: Managing relationships with government and officials to influence policy.
5. Counseling: Advising management on social issues and the company's image.
6. Building Credibility: Unlike advertising, PR is seen as more authentic by consumers.
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