GNG 2.
0 By RAJAT ARORA SIR
Chapter- 11
Marketing Management
DAY -15 GNG 2.O By Rajat Arora
Sir
Q 1. Name the function of marketing which is effective in bringing repeat sales from the customers
and developing brand loyalty for a product.
a) Standardization and grading
b) Promotion
c) Customer Support Services
d) Packaging and Labelling
Q 2. ______ as an element of marketing mix includes that make the firm’s product available to target
market is:
a) Promotion
b) Place
c) Product
d) Price
Q 3. A good physical system should provide speedy processing of orders in the absence of which
goods will reach the custom. The component of physical distribution highlighted above is:
a) Warehousing
b) Order processing
c) Transportation
d) Inventory Control
Q 4. Shri Shri Ltd. entered into the market with its ayurvedic medicines. The company is enjoying
good market benevolence. In order to have the customers trust, they also provide after sale
consultations and also have supervision on complaints if any. Now they have entered the consumer
items like cosmetics and food products in the market. Identify the element of marketing mix
discussed here.
a) Product
b) Price
c) Place
d) Promotion
Q 5. Rahul Electronics is having the showroom in Laxmi Nagar. Number of electrical products are sold
at his shop. Currently a stock of air conditioners is not sold. He asked one of his friends to suggest a
way to sell it in off season. He suggested him to give offers on air conditioners like installation
charges, stabilizer, would be free of cost, and one music system of SONY as free. Identify the
promotional tool which can be used by the Rahul electronics through which his stock gets out.
a) Sales promotion
b) Marketing
c) Advertising
d) None of these
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Q 6. As a publisher, Mary has published a new book on marketing management. Identify which of the
factors will she consider to determine the price of this book?
a) Advertising
b) Demand for the book
c) Price of other competitive books
d) Options (b) and (c)
Q 7. Sunita took her niece, Aishwarya for shopping to 'Benetton' to buy her a dress on the occasion
on payment for the dress she got a discount of her birthday. She was delighted when voucher to get
20% off for a meal of Rs. 500 оr above at a famous eating joint.
Identify the technique of sales promotion used by the company in the above situation.
a) Rebate
b) Discount
c) Usable benefit
d) Product combination
Q 8. The picture given below depicts important information related to a decision that a marketer has
to take in the area of product. Identify from the following the correct option:
a) Branding
b) Labelling
c) Packaging
d) None of the above
Q 9. “Purchase goods worth Rs. 10,000 and get a discount voucher of Rs. 5,000.” Identify the sales
promotion activity.
Q 10. Mansi took her niece, Ridhima, for shopping to 'Mega Stores' to buy her a bag for 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.
Q 11. ‘Buy one get one free’ is printed on the label of the package of a mosquito repellent.
State the labelling function being performed by this statement.
Q 12. 'Beauty Products 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
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protection of the planet.
Identify the marketing management philosophy being followed by 'Beauty Products Ltd.'
Q 13. Distinguish between ‘Selling Concept’ and ‘Marketing Concept’ of Marketing Management
philosophies on the basis of the ‘main focus’.
Q 14. State the meaning of ‘Product identification’ function of packaging.
Q 15. Packaging has acquired great significance in the marketing of goods’. In the light of the
statement state any three functions of packaging.
Q 16. ‘Though branding adds to the cost it provides several advantages to the marketers’. In the light
of the statement state ant three advantages of branding to marketers.
Q 17. Explain how the ‘product related factors’ affect the choice of channels of distribution?
Q 18. 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. As a project-work in Business
Studies she decided to study the feasibility of marketing good quality rice at a reasonable price. Her
father suggested her to use the 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 predetermined
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 the product differentiation. Explain the three
functions of marketing with reference to the above paragraph.
Q 19. Energy drinks India Ltd. have scanned a profitable opportunity for marketing of soft drinks with
Indian Traditional Flavour. The company wants to market its products in India and in neighbouring
countries. A Board meeting of the company was held on 14.12.2015 wherein the marketing manager
was asked to give a presentation to develop this market offering. For this it was also decided to setup
its manufacturing unit in a village of Bihar. This will not only help in the development of the village
but will also provide employment to the youth of that village. The marketing manager chooses a
combination of variables to prepare its market offering. He used a set of marketing tools that firm
will use to pursue its marketing objectives in the target market.
a) Name and state the concept of marketing used by the marketing manager for creating its
market offering.
b) Also explain briefly the various elements of this concept.
c) State any two values that the company wants to communicate to the society.
Q 20. Suraj is a small entrepreneur involved in the manufacturing of hair gel. He finds that cost of
production of 100 gm of hair gel is Rs. 250. He has decided to keep a margin of 15% as profit.
Moreover, he has assessed that there is a free competition in this product segment.
In the context of above case:
a) Identify the function of marketing being performed by Suraj.
b) State briefly the two factors that he is taking into consideration while performing the
function as identified in part a).
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Answer Key
Ans 1. c) Customer Support Services
Ans 2. b) Place
Ans 3. b) Order processing
Ans 4. a) Product
Ans 5. a) Sales promotion
Ans 6. d) Options (b) and (c)
Ans 7. c) Usable benefit
Ans 8. b) Labelling
Ans 9. The sales promotion activity involved here is offering discount or reduction in regular sales
price by a certain percentage. In this case, is a 50% reduction in price.
Ans 10. The technique of sales promotion used by the company is called ‘product combination’.
Ans 11. The labelling function being performed by this given statement is to help in the promotion of
the product.
Ans 12. The marketing management philosophy being followed by 'Beauty Products Ltd.' is ‘societal
marketing concept’ (Explain)
Ans 13. The main difference between the 'selling concept and the 'marketing concept are as follows:
Selling concept focuses on selling the existing products by using various promotional techniques,
while the marketing concept focuses on maximising customer satisfaction even after the actual sale
has taken place. In other sense, selling concept is mainly concerned with the sale. On the other hand,
marketing has a much wider scope than selling because it includes pre-sale and post- sale activities.
Ans 14. Product Identification:
● Packaging greatly helps in the identification of the products.
● For example: Colgate in red colour can be easily identified by its package.
Ans 15. Three functions of packaging are:
1) Product protection:
● Packaging protects the contents of a product from damage, breakage, spoilage,
leakage, climatic effect, etc.
● This kind of protection is required during storing, distribution and transportation of
the product.
2) Product promotion:
● Packaging plays the role of a silent salesman because it promotes or enhances the
sales of the product.
● A startling colour scheme, photograph or typeface may be used to induce the
customers to buy the product. Sometimes it may work even better than advertising.
3) Facilitating the use of the product:
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● The size and shape of the package should be such that it should be convenient to
open, handle and use for the consumers.
● Cosmetics, medicines and tubes of toothpaste are good examples of this.
Ans 16. Three advantages of branding to marketers are:
1) Differential pricing:
● With an established brand name, the firm can easily change the high price for its product as
compared to competitors' products.
2) Helps in advertising:
● With the brand name advertising become more effective as it not only makes people aware
about the features of product but also about brand which can provide these benefits.
3) Easy introduction of new product:
● The companies which use their company's name as brand name then it becomes very easy
for such company to popularize the new product it is planning to introduce.
Ans 17. Product-related factors:
● There are various factors related to products which help in deciding the channel of
distribution:
a) Value of product line: If the unit value of the product is high or for an expensive
product direct sale from the company is preferred whereas, for less costly products,
longer channels are preferred.
b) Product complexity: Technically complex products require expert advice and guidance
so direct sale is preferred whereas for simple products longer channels can be used.
c) Perishable and non-perishable products: Direct selling is used for perishable products
whereas non-perishable could be distributed with a long channel.
d) Nature of product: In the case of customized products there is a direct interaction
between buyer and seller. Without any intermediary whereas standardized products
could be sold by using various intermediaries.
Ans 18. The three functions of marketing with reference to the above paragraph.
1) Gathering and analyzing marketing information:
● One of the important functions of a marketer is to gather and analyze market
information to identify the needs of the customers.
● It is important for analyzing the available opportunities and threats, and decide what
opportunities can be pursued by them.
● For example, rapid growth in several areas such as the use of the Internet, the market of
cell phones etc.
2) Standardization and grading:
● Standardization refers to producing goods of pre-determined specifications, which helps
in achieving uniformity and consistency in the output.
● It ensures the buyers that goods conform to the pre-determined standards of quality,
price and packaging and reduces the evaluation of products.
● Grading is the process of classification of products into different groups, based on their
important characteristics such as quality, size etc.
● It is necessary for products which are not produced according to pre-determined
specifications.
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3) Branding:
● The process of giving a name or a sign or a symbol etc., to a product is called branding.
● Various items related to branding are: - brand, brand name, brand mark, trade mark.
● A brand name helps in distinguishing the product of a firm from that of the competitor,
which in turn, helps in building customer loyalty and in promoting its sale.
Ans 19. a) Marketing Mix: The marketing mix refers to the ingredients or the tools or variables which
the marketer mixes in order to interact with a particular market.
b) Elements of Marketing Mix: (Explain)
i) Product
ii) price
iii) Place
iv) promotion
c) Two values that the company wants to communicate to the society:
a) By creating job opportunity, they are leading to employment generation for the youth.
b) Development of backward and rural areas.
Ans 20. a) Pricing is the function of marketing being performed by Suraj.
b) two factors that he is taking into consideration while performing the function as identified in part
a). (Explain)
i) Cost of Product
ii) Degree of Competition
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GNG 2.0 Rajat Arora Sir
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