Marketing

Previous Years' CBSE Board Questions

11.1 Marketing-Concept, Functions and Philosophies

MCQ

'Roma Ltd.' identified the needs of the customers for the successful marketing of their products. This was important for making an analysis of the available opportunities, threats, weaknesses and strengths of the organisation and help in deciding what opportunities can best be pursued by it.

What is meant by 'Marketing Management'?

(Delhi 2019) R

By doing so, which of the following functions of marketing is being performed by 'Roma Ltd.?

1. Standardisation and grading
2. Product designing and development
3. Marketing planning
4. Gathering and analysing market information

(2023) Ap

1. Rajeev, a leading rice seller, always ensures that rice conforms to the predetermined standards of quality, price and packaging which reduces the need for inspection and testing. He also classified the rice into regular choice basmati, mogra basmati, dabar basmati and super basmati according to the quality of rice and has fixed the prices accordingly. Which function of marketing is being discussed here?

1. Gathering and analysing market information
2. Product designing and development
3. Market planning
4. Standardisation and Grading (Term-I, 2021-22) [w]

1. The marketing philosophy which advocates that business should not be short-sighted to serve only consumer needs but should also consider the larger issues of social problems like environmental pollution, deforestation, adulteration as well, is known as:
2. Product concept
3. Marketing concept
4. Production concept
5. Societal marketing concept. (Term-I, 2021-22)

1. The marketing management philosophy which aims at earning profit by making continuous product improvements is:
2. Marketing concept (b) Selling concept
3. Production concept (d) Product concept. (Term-I, 2021-22)

1. 'Marketing Planning' as a function of marketing means to develop a plan for:
2. Identifying the needs of the customers

1. Analysing the available opportunities and threats in the organisation
2. Increasing the level of production, promotion of product etc., and specifying the action programmes
3. Developing repeat purchases by the customers.

(2021 C)

VSA (1 mark)

1. Why is the understanding of 'Marketing Management Philosophies' important? (2018)
2. Name the market function which is concerned with informing the customers about the firm's products. (Delhi 2016)

Beauty Product 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 overall protection of the planet

Identify the marketing management philosophy being

followed by 'Beauty Products Ltd.' (Delhi 2015)

SAL (3 marks)

JTM Ltd. launched 'Buddyline', an exercise book and

comprehensive stationery brand name comprising

of ball 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

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) 00 Explain the advantages of branding to the

marketers highlighted in the above case.

(Delhi 2019) Ey

11. 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.

(Al 2018) Ev

EI (6 marks)

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. (Delhi 2017)

1. 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. (Delhi 2014 C)

LA (5 marks)

1. After acquiring the necessary knowledge and skills on starting an Aloevera Farm, Ashok wanted to be the leading manufacturer of Aloevera products worldwide. He observed that the products were expensive as the demand of the products was more than the supply. He was also keen to promote methods and practices that were economically viable, environmentally sound and at the same time protecting public health.

Ashok's main consideration was about the amount of money paid by the consumers in consideration of the purchase of Aloevera products. He also thought that competitors prices and their anticipated reactions must also be considered for this.

Explain the following functions of Marketing:

(III)

1. (iii) Standardisation and Grading

After gathering and analysing information and doing correct marketing planning, he came to know that the consumers compare the value of a product to the value of money which they are required to pay. The consumers will be ready to buy a product when they perceived that the value of the product is at least equal to the value of money which they would pay.

Since he was entering into a new market, he felt that he may not be able to cover all costs. He knew that in the long run the business will not be able to survive unless all costs are covered in addition to a minimum profit."

He examined the quality and features of the products

of the competitors and the anticipated reactions of

the consumers. Considering the same, he decided to

add some unique features to the packaging and also

decided to provide free home delivery of the products.

The above case relates to a concept which is

considered to be an effective competitive marketing

weapon. In conditions of perfect competition, most of

the firms compete with each other on this concept in

the marketing of goods and services.

1. Identify the concept.
2. Explain briefly any four factors discussed in the above case related to the concept so identified.

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 about various

aspects of rice cultivation. He was also selected by

the government for a pilot-project on rice cultivation

of 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 specifications in

case of rice because of which it would be 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. (Al 2015)

1. Explain the following functions of marketing:
2. Gathering and analysing market information
3. Market Planning:
4. Product designing and development;
5. Customer Support Services. (Delhi 2014) R

11.2 Marketing Mix-Concept and Elements

MCQ

____ as an element of marketing mix includes the

activities that make the firm's products available to

the target customers.

1. Promotion (b) Place
2. Product (d) Price (2023)