MARKING SCHEME

MARKETING (812)

SET -4 CODE 336 (2024- 2025) DELHI

SUGGESTED ANSWERS BY TILAK RAJ RUSTAGI

QUES SECTION A (OBJECTIVE TYPE) MARKS

(any four to be evaluated)

1 (i) Option D Range of cells 1 mark
(ii) Option C Ctrl+ shift+home 1 mark
(iii) Option B Responsibility 1 mark
(iv) Option D working in an MNC 1 mark
(v) Option B Yoga 1 mark
(vi) Option D Entrepreneur 1 mark

(any five to be evaluated)

2 (i) Option C Product differentiation 1 mark
(ii) Option A Cost –oriented pricing 1 mark
(iii) Option A Importance of distribution 1 mark
(iv) AVAILABILITY 1 mark
(v) Option B Services based on service delivery and 1 mark
processing focus
(vi) Option A Middleman 1 mark
(vii) Option B BREADTH 1 mark

(any six to be evaluated)

3 (i) Option B Trade mark 1 mark
(ii) Option C Retailer 1 mark
(iii) Option A personal selling 1 mark
(iv) Premium or prestige pricing 1 mark
(v) Option B Family brand 1 mark
(vi) Option A 10800 units 1 mark
(vii) Option C Retailers 1 mark

(any six to be evaluated)

4 (i) Option C Augmented product 1 mark
(ii) Option D Market skimming pricing 1 mark
(iii) Option A Three level channel 1 mark
(iv) Option D Intangibility 1 mark
(v) Option C Facilitating agency 1 mark
(vi) Option B BTL 1 mark

(any five to be evaluated)

5 (i) PRODUCT MIX 1 mark
(ii) Option B Going rate pricing 1 mark
(iii) Option A level of production 1 mark
(iv) Option A Place 1 mark
(v) Option A Agriculture 1 mark
(vi) Option C Everyday low pricing 1mark

(any five to be evaluated)

6 (i) Option A Convenience Product 1 mark
(ii) Option B Competitive pricing 1 mark
(iii) Option D the process of persuading prospective 1 mark
buyers to buy a product
(iv) Option A Distributor 1 mark
(v) CANON 1 mark
(vi) Company and various stake holders 1 mark
SECTION B
Any three to be evauated

7 Narcissistic personality disorder: It means People with narcissistic 1+1

personality disorder believe that they are more important than
others. They lack empathy for other people and tend to exaggerate
their own achievements.
Avoidant personality disorder: It means People with this type of
disorder are socially inept, unappealing or inferior, and constantly
fear being embarrassed, criticised or rejected. They avoid meeting
others and often experience feelings of inadequacy, inferiority or
unattractiveness.
(ONE mark for each disorder to be given
8 Formal communication refers to the official exchange 1+1
of information through predefined channels within the
organization, following strict protocols and adhering
to hierarchical structures
Whereas informal communication is a
casual ,unofficial exchange between individulas based
on personal relationships
 The differences between the two are :
Point of formal informal
difference
Channels Uses Uses casual
established conversation or
channels like social media
meetings ,
emails, letters
etc
language Uses Can use casual
professional language and
language, slang
avoiding
slangand
contractions
purpose It is used to It is used to
convey official build
information, relationships ,
policies and share personal
decisions updates and
quickly
exchanging
information
(any two)
Any other relevant difference can also be considered
9 Steps to insert a sheet in a workbook are as follow:
1 locate the new sheet plus icon at the bottom of the 2
work book To be
2 Click the new sheet icon to insert a new work sheet marked as a
Or whole
1 use the insert tab
2 select the insert tab
3 select insert sheet
4 to insert a worksheet in a specific location , use the
after or before properties
Or any other relevant steps
10 Two ways to fund a start-up : 1+1
1 Angel investor
2 Venture capital
3 Loans and grants
 4 Global investors
5 Boot Strapping
(Any Two ) one mark for each source
11 Two ways to reduce greenhouse gases : 1+1
1 Using non toxic and natural products for
cleaning and washing
2 Using plants inside and other places for air
production
Or any other relevant point
One mark for each point
(Any three to be evaluated)
12 Online marketing relates to any form of business 2 marks
transaction in which the parties interested interact
electronically rather than by physical exchanges. It is
simply the use of electronic communication and digital
information processing technology in business
transaction to create , transform and redefine
relationship for value creation between or among
organisations ,and between organizations and
individuals
Or any other relevant explanation
(to be marked as a whole )
13 Yes , one can buy a book on line without going to a 2 mark
shop
Following steps to be followed:
1 Visit an online book store or a E commerce web
site
2 Search the book you want
3 Select the book and add to cart
4 Proceed to check out and make payment online
5 Take the delivery of the book
Or any other relevant explanation
To be marked as a whole
14 The feature is SIMULTANEITY (1 mark) 1+1
It is the feature in which production and consumption
goes in simultaneously. A consumer has always to be
present in the service factory. Either the service
provider comes to him or he goes to the service
provider. This develops much more close contact with
customer. Here the production and consumption can’t
 be separated.( 1 mark )
One mark for identifying the feature and one mark for
explanation
15 Marketing requires effective communication and it is 2 mark
an important aspect of promotion
It is essential to have a good product , but all this is
futile if we can’t inform about the availability of the
product or create awareness of the product to the
customer and it is only possible through
communication,
Hence marketing communication plays a vital role
It has been observed that some product have become
very successful because of the use of effective
marketing communication while some products have
been unsuccessful on account of ineffective marketing
communication
So communication is a vital component of promotion
(to be marked as a whole)
16 Advertising can be defined as “any paid form of non- 2 mark
personal presentation and promotion of ideas ,goods
or service by an identified sponsor”
Following point should be noted in the definition
 Payment
 Non personal
 Identified sponsor
 Idea, goods or service
 Communication with purpose
To be marked as whole
(Any two to be evaluated)
17 Feature of Industrial products: 1+1+1
 Limited number of buyer in comparison to consumer goods.
 Length of Channel for distribution is short
.  Demand for the product is concentrated in certain geographical
locations and is derived from the demand of consumer goods.
 Product purchase is based on fulfilment of technical considerations.
 Reciprocal buying is involved is a company may purchase the raw
material from a company and may sell the finished product to the
same company.
 In certain cases the companies may lease out the products rather
than purchasing them due to high costs.
(any three out of the above)
One mark for each feature
18 Government Regulations control prices in the following manner 1.5+1.5
 1 If Government policies exert regulatory pressures, promote anti-
price rise sentiment etc, then the companies cannot fix a higher price
to capture the market.
2 On the other hand, if government policies are supportive and
promote businesses through healthy competition in the
market, then firms can fix higher prices
Or any other relevant explanation
One and a half point for each explanation
19 AGENT act as a primary arm of the producer 1 mark 1+2
Agents: The agent as a marketing intermediary is an independent
individual or company whose main function is to act as the primary
selling arm of the producer and represent the producer to users.
Agents take possession of products but do not actually own them.
Agents usually make profits from commissions or fees paid for the
services they provide to the producer and users.
For Example: travel agents, insurance agents and the organisers of
party-based selling events of Tupperware 2
marks
( ANY THREE TO BE EVALUATED)
20 The stage of PLC in which product is MATURITY STAGE One mark
The maturity stage.: It is the third stage of PLC for stage
The products that withstand the heat of competition and customers‟
approval enter the maturity stage.
identification
Rivals copy product features of successful brands and become more and 3 mark
alike. for
The price wars begin along with heavy focus on unique brand explanation
features that still exist.
Industry sales peak and decline as the size of potential markets
begins to shrink and wholesaler and retailer support decreases
because of declining profit margins.
Middlemen also introduce their own brands, which makes the
competition even tougher further lowering profits in industry.
During this stage the marketers are focusing effort on extending the
lives of their existing brands. Product managers have to play a very
important role for carving a niche within a specific market segment
through increase in service, image marketing and by creating new
value image and strengthening through repositioning. They should
also consider modifying the market, product and marketing mix to
fight competition and take it closer to the customer so as to register
adequate profits to remain in the business.
The characteristics of this stage are
 Costs would be decreased as a result of increase in production
volumes
 The Sales volumes peak and market saturation is visible
.  Competitors entering the market increase
 There is drop in prices due to entry of competing products
 Advertising spend incurred on brand differentiation
 The industrial profits decrease during this period
.  Product feature diversification is emphasized to maintain or
enhance market share.
21 The pricing strategy highlighted is DISCRIMINATORY 1+3
PRICING policy
Discriminatory Pricing: It implies that a firm sells the same product /
service at two or more prices that do not reflect a proportional
difference in costs. Price discrimination occurs in many forms:
i) Discrimination on the basis of customer segment – the
product / service is sold at different prices to different
customer groups, e.g. Indian Railway charges lower fare for
students.
ii) Discrimination on the basis of product form – different
version of the same product are sold at different places.
Based on image differences, e.g. a company may sell two
varieties of a bathing soap Rs.2 and Rs 50 respectively,
through the difference in their cost of Rs 10 only.
(iii) Locational discrimination – the product is sold at different
prices at two places even though the cost is the same at
both the places, e.g. a cinema theatre charges different
prices for seats close to the screen and higher for the seats
located far off ie different for ground floor and balcony
seats.
(iv) Time discrimination – Prices differ according to the season
or time of the day. Public utilities like taxi charge higher
rate at night. Similarly, 5 star hotels charge a lower price
for their rooms during off-season
(v) Image discrimination – the same product is priced at
different levels on the basis of difference in image, e.g. a
perfume company may price its perfume @ 500 Rs each in
an ordinary bottle and @ 1000Rs in a fancy bottle with a
different name and image.
(any Three)
1 mark for identifying the pricing strategy
And 1 mark each for forms in which this strategy can be
applied
22 The intermediary is WHOLESALER 1 mark
Three important functions are :
 Buying And Selling: The wholesaler make an estimate of demand ½ mark for
for the goods, and then purchase and assembly different varieties of
goods from different manufacturers spread throughout the country.
function
They also undertake import of goods from different countries. mentioned
 Storage: Wholesaler keep the goods assembled by them in their and ½ mark
warehouse to supply them to retailers whenever require .They help for
the manufacturers and retailers by making storage arrangement
.  Transportation: Wholesalers make transportation arrangement
explanation
from the premises of manufacturers to their godowns and from their
godowns to the retail stores. They often maintain their own fleet of
vehicles for this purpose
.  Grading And Packing: Wholesalers grade the goods according to
certain standards which they have purchased from different
 manufacturers. Some manufacturers also give brand names to
graded products to convince the consumers or industrial users about
the quality of the products they deal in. They also undertake the
packaging of goods in convenient lots
.  Financing: Wholesalers provide financial accommodation to both
the manufactures and the retailers. They generally purchase goods
on cash basis from the manufactures and sometimes also give
advance to the manufactures. Thus, the manufactures need not wait
till product are sold .The wholesalers help the retailers by selling the
goods on credit.
 Risk-taking: Wholesalers assumes a large number of risks in the
process of distribution of goods. These risks may occur on account of
charges in prices and demands, spoilage of goods, and bad debts.
Thus, they undertake many marketing risks which would have been
undertaken by the manufacturers and retailers.
(any Three

23 The mode of promotion referred in the sentence is WORD OF 1 mark

MOUTH COMMUNICATION
Word of mouth communication has always been popular in
penetrating markets. Opinion leaders or influencers are now
becoming important element in marketing strategies of new product
developers as well as existing products. Recently, Marico, an FMCG
marketing company, has decided to make use of barbers to promote
Parachute After-Shower cream.
3 mark
Presently, there is a whole lot of communication between a potential
customer and the other existing customers. Today, the truth about
the product is discussed by people who have experienced it
themselves.
Thus, opinion leaders in local communities have to be nurtured to
win that confidence.
One mark for identification and three mark for explanation
24 Advantage of social media marketing : ½ mark for
1. Brand Awareness: There are a number of ways brands can use the point
online marketing to benefit their marketing efforts. The use of online
marketing in the digital era not only allows brands to market their
and ½ mark
products and services and creates brand awareness. It also allows for for the
online customer support through 24/7 services to make customer explanation
feel supported and valued. If
2 Feedback : The use of social media interaction allows brands to
receive both positive and negative feedback from their customers as
explanation
well as determining what media platforms work well for them and not given
has become an increased advantage for brands and businesses. It is then only ½
now common for consumers to post feedback online through social mark for
media sources, blogs and websites feedback on their experience with
a product or brand. each point
3. Competitive advantage: By using Internet platforms, businesses should be
can create competitive advantage through various means. To reach given
the maximum potential of online marketing, firms use social media as
its main tool to create a channel of information. Through this a
business can create a system in which they are able to pinpoint
behavioral patterns of clients and feedback on their needs.
4. Impact: Word of mouth communications and peer-to-peer
dialogue often have a greater effect on customers, since they are not
sent directly from the company and are therefore not planned.
Customers are more likely to trust other customers ‘experiences. It is
increasingly advantageous for companies to utilise social media
platforms to connect with their customers and create these dialogues
and discussions