Marketing Management — Class 12 Business Studies PYQs

Shridhan wanted to purchase an electric car. He visited a retail showroom of a car company where these cars were displayed. The Marketing Manager of this showroom told Shridhan that the company offers credit facilities, maintenance services and many other services that help in bringing repeat sales and developing brand loyalty for their cars. The marketing function being discussed by the Marketing Manager in the above case is
[Max Marks: 1 | Set: 66/1/1 | Set: 66/1/2 | Set: 66/1/3]

Which of the following statement is correct with respect to 'Exchange Mechanism', a feature of Marketing ?
[Max Marks: 1 | Set: 66/1/1 | Set: 66/1/2 | Set: 66/1/3]

Which of the following statement is correct about personal selling :
[Max Marks: 1 | Set: 66/1/1 | Set: 66/1/2 | Set: 66/1/3]

Match the concepts of marketing in Column – I with their respective explanations in Column – II :
Column – I
[Max Marks: 1 | Set: 66/1/1 | Set: 66/1/2 | Set: 66/1/3]

A buyer buys a product or service for what it does for him / her or the benefit it provides to him / her. There can be three type of benefits, a consumer may seek to satisfy from the purchase of a product : (i) Functional benefits, (ii) Social benefits and (iii) .............................
[Max Marks: 1 | Set: 66/1/3 | Set: 66/2/1 | Set: 66/2/2 | Set: 66/2/3]

Kavi works as a Marketing Manager in stationery mart. It deals in various types of stationery items for many schools across the country. When new session starts in schools, Kavi forecasts the sales of different stationery products for each school for every month. All items are represented in numbers so that it becomes easier for him to compare the actual sales with expected sales.
The type of plan discussed above is :
[Max Marks: 1 | Set: 66/1/3 | Set: 66/2/1 | Set: 66/2/2 | Set: 66/2/3]

Aman, a young graduate was living away from home in another city. He had problems in cooking and heating food. He decided to purchase a microwave oven for the same. He went to the market, visited many shops and compared various microwave oven brands available in the market. He compared features, price, after-sale-service and customer reviews etc. to make an informed choice as per his needs.
After selecting the oven, he checked that it should have an ISI mark. This gave him confidence about the safety, standards and quality of the oven. After reaching home he followed the manufacturer's instructions for safe installation and use of microwave oven. This helped him in avoiding any risk associated with the usage of microwave oven.
By doing all this Aman kept in mind various responsibilities while purchasing and using the microwave oven. Still he left some of the responsibilities that were not fulfilled by him.
State any three such responsibilities.
[Max Marks: 3 | Set: 66/1/3 | Set: 66/2/1 | Set: 66/2/2 | Set: 66/2/3]

Radhika started a business of supplying high class facial kits to beauty parlours in various cities of the country. Initially, the business was doing well and her products were popular. Despite the high quality of the products, Radhika faced difficulties in certain parlours, especially in Kagpur city, where her products failed to gain a strong market presence.
To understand the cause, she appointed a qualified marketing manager. The marketing manager discovered that there was no proper exchange of facts, ideas and views etc. between the incharge of Kagpur city and the employees at different parlours at Kagpur. Vicky, who was the incharge and responsible for overseeing all parlours in Kagpur, was unable to effectively foster a common understanding of the product among the employees. As a result, the employees did not grasp the key benefits and features of the high class facial kits. In turn, the employees were not able to convince potential clients about the product's value.
(i) Identify the concept discussed in the above case.
(ii) The concept identified in (i) above can be defined as a process having various elements. State first five elements of this process.
[Max Marks: 3 | Set: 66/1/3 | Set: 66/2/1 | Set: 66/2/2 | Set: 66/2/3]

Going to gym and following a protein diet has become a popular trend these days. However, with the busy work culture, many people, especially the youth struggle to find time for weight loss programmes.
Anika was working in a multi-national company, wanted to join a gym for weight loss but could not find time. There is no good gym near her house. One day, Anika was walking out of the office during lunch time and saw an attractive poster of a gym which was near her house. Anika was curious to enquire about their weight loss programme. Next day, when she went to the gym, she was surprised to know about various schemes offered by the gym. They were not only offering 50% discount on the fee of weight loss programme, but were also providing free coach facility and free protein diet for the customer. But these offers were valid only for 10 days. Attracted by these schemes Anika immediately submitted the fee and joined the gym.
(i) Identify and give the meaning of the element of marketing-mix discussed above.
(ii) The element of marketing-mix identified in (i) above includes various tools of communication. Identify and explain the tools highlighted in the above para.
[Max Marks: 4 | Set: 66/1/3 | Set: 66/2/1 | Set: 66/2/2 | Set: 66/2/3]

Ravi and Megha started 'Energylights' a company manufacturing energy-efficient LED lighting after realizing an increasing demand for the same. Manufacturing high-quality LED lights with some unique features required substantial investment in technology and high-grade materials. This pushed up their cost of manufacturing. To determine the price of their LED lights they not only wanted to cover all costs but also wanted to earn a margin of profit over and above the costs. This will set for them the minimum level or the floor price at which the LED lights would be sold. The high demand and the utility provided by these lights will set the upper limit of the price.
Though there was enough competition in LED lights business, even then they kept the price of their lights higher than the competitors because of good quality and its features. They justified the higher price because of the product differentiation and unique methods of advertising and sales promotion etc.
Quoting lines from the above para, identify and explain any three factors which were taken into consideration by Ravi and Megha to determine the price of their LED lights.
[Max Marks: 6 | Set: 66/1/3 | Set: 66/2/1 | Set: 66/2/2 | Set: 66/2/3]