DELHI PUBLIC SCHOOL, HYDERABAD

Chapter 11 –Marketing Management

1. Name two advantages of personal selling.
2. Name the elements which are popularly known as 4 P’s of marketing.
3. Give some innovative ideas of getting information about the trends/demand pattern in
market.
4. Sony Ltd. introduced a television set with new features in the market at a high price but
when the same features were used by other electronic companies in their television sets,
then the prices of Sony Ltd’s television sets were reduced by the company. Mention the
name of strategy the company is following. Also explain the strategy in short.
5. Distinguish between Selling and Marketing on the basis of following points: (i) Focus
(ii) Objective (iii) Supremacy.
6. Explain any three functions of ‘packaging’.
7. Name and explain the concept which concentrates on the need of the customers.
8. ‘Blindly following the goal of customer satisfaction had led to many social and
environmental ills.’ Do you agree ? What should be done?
9. ‘Product is a bundle of utilities.’ Do you agree? Comment.
10. How does branding help in creating product differentiation? Discuss.
11. List the promotional messages given on the package of any three consumer products of
your choice and comment on how these promotional messages help in the sale of these
products.
12. It is one of the elements of market mix which contains one of the most important
decisions that a marketer has to take to promote sales. This decision was taken by Mr.
Mukund, Marketing manager of Intel Ltd. which facilitated the customers in product
identification and hence ensured quality. It also built up their confidence and help in
increasing their level of satisfaction. Apart from this, they provide educational
scholarships for poor children in the society. Identify the element of marketing mix.
13. Mr. David, working as Sales executive in Mahalaxmi Ltd. possesses good marketing
techniques. His techniques involve oral presentation of message in the form of
conversation with prospective customers for the purpose of making sales. Name the
promotional tool used by Mr. David. Identify the technique in the above case.
14. Gupta & Co. is manufacturing cosmetics. They decide to launch a new range of herbal
products. As they are in a hurry, they have tested the products on rats only. The
necessary information is missing on the package. The management also plans to launch a
new factory in a tribal area where the required products are easily available and the
labour men, women and children are available for work at low wages in the absence of
development opportunities and schools.
a. Which philosophy do you find ignored in the above para?
b. Will the decision to install a new unit in a tribal area help society? Highlight the
social values involved in his decision.
15. A tea producer uses such packets/things for packing tea, which can be used even after
consuming the tea inside for other purposes. In this which philosophy is used by him?
16. One manufacturer of electronic product produces such products which need special care
while using it. But the company has not given the instructions to consumers. If you are
the manager of that company what steps you would take?
17. A company uses same promotional schemes like buy one get one free, free samples, free
gifts and so on to boost the sales of its products and to earn higher profits. This results in
unnecessary hike in the prices of the products. In your opinion, is this policy in the
interest of society?
18. What can be marketed?
a) Any physical product b)Any service c) Information d) all of them
19. Functions of marketing does not include
a)Selling b)After sales service c)Employing
people
20. Focus of product concept is on
a)Quality of the product b)Quantity of the product
c)Marketing d)Profits
21. Which marketing management philosophy focuses on improving the product quality
a)Selling concept b)Product concept c)Production concept
22. The concept of marketing can be best understood as a
a) Selling activity b)Pre production activity c)Post production
activity
23. One of the factor which influences the price of a product is
a) Product cost b) Quantity of the product c)features of the
product
24. Which one of the following is not a pricing objective
a) Obtaining Market share leadership
b) Surviving in a competitive market
c) Recovering the product cost
d) Delivering the goods to other countries
25. One of the following is considered while fixing the price of a product. Identify it
a) Labelling of a product
b) Standardisation
c) Personal selling
d) Marketing methods used
26. Identify the elements of marketing mix from the following
a) Product, Price, Place and Promotion
b) Product, Promotion, Production, Place
c) Place, Promote, Product, Profession
d) Product, Place, Performance, Profit
27. Which element of marketing mix gives an over view of profit to an organisation
a) Product b)Place c)Price d)Promotion
28. What type of relationship exists between degree of accuracy of sales forecasts and the
level of inventory?
a)Direct b)Indirect c) No relation d) Indifferent
29. A ______is a name, term, sign, symbol, design or some combination of them, used to
identify the products
a)Label b)Brand c) Logo d)Tagline
30. That part of a brand, which can be spoken, is called a______________.
a)Brand Name b)Brand c) Brand Mark d)Logo
31. A brand or part of a brand that is given legal protection is called _________.
a) Brand Name b)Brand c) Brand Mark d)Logo
32. ______refers to the act of designing and producing the container or wrapper of a product
a) Packaging b)Labelling c) Wrapping d)Covering
33. ‘It refers to the product’s immediate container.’ Identify it.
a) Secondary Packaging b)Primary Packaging c)Transportation Packaging
34. Packaging is one of the very important means of creating _________differentiation.
a)Packing b)Product c)Service d)Pricing
35. ____ are useful in providing detailed information about the product, its contents,
method of use.
a) Labels b)Packing c)Tags d)Attachments
36. Match the following
A B
Grading of Products i) common identification information
provided by the labels include name and
address of the manufacturer, net weight
when packed, manufacturing date,
maximum retail price and Batch number.
Describe the Product and specify ii) packaged food articles must have list of
its contents ingredients declaration regarding
vegetarian or non-vegetarian food
additives and date of manufacturing or
packing on the label
Helps in Promotion of Products iii) one of the most important functions of
labels is to describe the product, its usage,
cautions in use, etc. and specify its
contents.
Providing Information Required iv) Sometimes marketers assign different
by Law grades to indicate different features or
quality of the product.
Identification of the Product v) A carefully designed label can attract
or brand: attention and give reason to purchase. We
see many product labels providing
a) i ,ii ,iii ,iv,v b) iv,iii ,v ,ii,i c) v,ii ,i ,iii ,iv d) iii ,i ,v,ii ,iv
37. ___________ involves oral presentation of message in the form of conversation with one
or more prospective customers for the purpose of making sales.
38. __________involve a variety of programmes designed to promote or protect a company’s
image and its individual products in the eyes of the public.
39. Design a label for a Shampoo, Chocolate and Fruit Juice.
40. ‘It is an impersonal form of communication, which is paid for by the marketers
(sponsors) to promote some goods or service.’ Identify it
a)Personal selling b)Advertising c)Public Relations d)Promotion

Read the following passage and answer the questions that follow:-
Manisha Ltd launched ‘Smileline’, an exercise book and comprehensive stationery 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 product from that
of their competitors. They spent lot of effort, time and money in creating a unique name,
as they knew that without a unique name, they can only create awareness for the generic
product 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 product 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 ‘Smileline’ because of its quality. The consumers felt pride in
using them.
41. Identify the marketing management philosophy followed by Manisha Ltd.
a) Product Philosophy b) Production Philosophy
c) Societal Philosophy d) Selling Philosophy
42. ‘They spent lot of effort, time and money in creating a unique name, as they knew that
without a unique name, they can only create awareness for the generic product and can
never be sure of the sale of their products.’ What is the term used for creating a unique
name for a product?
a) Brand name b) Label c)Special d)Impressive
43. ‘Over a period of time, it became a ____________to buy ‘Smileline’ because of its quality.’
a)Status Symbol b)Hobby c)Casual attitude d)Necessity
44. ‘They wanted to distinguish their product from that of their competitors.’ Which aspect
does this statement reflect?
a)Promotional difference b)Product differentiation
c)Quantitative difference d)Place difference