C. B. Gupta solutions for Commerce Volume 2 [English] Class 12 ISC chapter 14 - Marketing Mix [Latest edition]

What is Marketing Mix?

Enumerate the elements of marketing mix.

What is a product?

What is branding?

What is labelling?

What is packaging?

Define the term ‘Price’.

Explain five factors that affect the pricing decision of a product.

What is meant by the term place in the marketing mix?

What do you understand by channels of distribution?

Distinguish between a product and a service.

Describe the various types of channels used for distributing the products.

What is meant by ‘Physical Distribution’?

Briefly describe any two aims of sales promotion.

What is promotion?

Enumerate the elements of promotion mix.

“Advertising is a social waste.” In this context explain the demerits of advertisement.

State any two features of ‘labelling’ in relation to marketing.

What is Marketing Mix?

Describe any two elements of the marketing mix.

Give any three advantages of branding to the marketers.

Explain the advantages of branding to consumers.

Describe the essentials of a good brand name.

“An important function in the marketing of goods relates to designing the label as it provides useful and detailed information about the product.” In the light of this statement, draw a label for a ‘liquid soap’ and highlight the important information to be provided on it.

What is a label?

Explain the functions performed by a label.

State any two differences between packing and packaging.

Explain any three functions of packaging.

Discuss the essentials of a Good Package.

What are the factors affecting determination of the price of a product or service? Explain.

Name the element of marketing mix which affects the revenue and profits of a firm.

Explain any five factors which help in determining this element (Price).

Describe the various types of channels used for distributing the products.

Explain the factors influencing choice of a suitable channel of distribution.

What is meant by direct channels of distribution?

Describe the various types of channels used for distributing the products.

What is meant by indirect channels of distribution? 

Explain the types of indirect channels of distribution.

“Generally consumers prefer to buy goods directly from the producers but it is not always possible.” Give reasons why is it so by explaining four different factors responsible for this.

What is meant by ‘Promotion’ in marketing?

Give the four components of a promotional mix.

What is Marketing Mix?

Describe any two elements of the marketing mix.

Explain the term:

Labelling

Explain packaging.

What is labelling?

Explain the four advantages of labelling.

Write a short note on the following:

Meaning of Product Mix.

Write a short note on the following:

Elements of Product Mix.

Write Short Note on Channels of Distribution.

What is branding?

Give any three advantages of branding to the marketers.

Discuss the features of good packaging.

Explain promotion mix.

Give the four components of a promotional mix.

Explain three features of goods, as an element of Product Mix.

What is Marketing Mix?

Describe any two elements of the marketing mix.

What is a product?

Explain the features of a product.

Explain various types of products.

What is meant by the term ‘services’?

Explain the main characteristics of services.

Distinguish between a product and a service.

“Product is a bundle of activities.” Explain.

“Product is a mixture of tangible and intangible attributes.” Discuss.

Define the term ‘product mix’.

What is a brand?

Explain in brief the following term:

Brand Name

Explain in brief the following term:

Brand Mark

Explain in brief the following term:

Trademark

What is packaging?

Describe the levels of packaging.

What is labelling?

Describe the functions of labelling in the marketing of products.

What is the purpose of packaging a product?

State any two differences between packing and packaging.

Explain any three functions of packaging.

What do you understand by channels of distribution?

What is meant by direct channels of distribution?

What do you understand by channels of distribution?

Describe the various types of channels used for distributing the products.

What is meant by indirect channels of distribution? 

Explain the types of indirect channels of distribution.

What is branding?

What are the advantages of branding?

Explain the characteristics of a good brand name.

What is labelling?

Describe the functions of labelling in the marketing of products.

What are the factors affecting determination of the price of a product or service? Explain.

What are the factors affecting determination of the price of a product or service? Explain.

What are the factors affecting determination of the price of a product or service? Explain.

What do you understand by channels of distribution?

What functions do ‘channels of distribution’ play in the distribution of goods and services? Explain.

What is meant by ‘Physical Distribution’?

Explain the major activities involved in the physical distribution of products.

Explain the factors determining the choice of channel of distribution.

Explain promotion mix.

What is meant by ‘Promotion’ in marketing?

What is meant by ‘Promotion’ in marketing?

Give the four components of a promotional mix.

The manager of Impact Enterprises dealing in cosmetics is facing the problem of poor sales. Suggest and explain any four promotional measures that he can undertake to improve the sales.

Give the four components of a promotional mix.

Image shown here is ______.

“Publicity is an oral presentation of the message in the form of conversation with one or more prospective customers for the purpose of making sales.”

______ is the use of communication with the twin objective of informing potential customers about a product and persuading them to buy it.

Jeff Bezos, Amazon’s CEO, made headlines when he announced that the company would be selling the Kindle at cost. When a Kindle is purchased, Amazon does not make a profit. Amazon figured out that selling e-readers was just an entry point. Where the company turns a very large profit is when it sells e-books to Kindle owners. The company’s strategy is therefore to have the highest market share possible in e-readers so that it can then dominate e-book sales and capture most of the profits in that category. Identify the element of marketing mix here.

Agile Limited has launched a new range of air conditioners in order to add value to the usability of the product. The new range of air conditioners have an inbuilt air purifier and are available in attractive colours. It was decided to mark ₹ 6,500 for 1 ton AC & 45,000 for 0.75 AC. The company would sell the ACs through its own company outlets. Identify the element of marketing mix which is not being described in the above case.

Identify the element of promotion been described in the given lines.

How will the promotion tool identified above help Mehak Limited?

______ involves designing and producing container or wrapper of the product.

Registering a trade mark gives to the users.

Under which of the following situations is a company not likely to fix a lower price for its product?

Identify the related function of labelling being depicted below as given on the pack of the chips.

Secondary packaging is done to ______.

It is the promotional tool of marketing which is the act of persuading another to respond favourably to a product, service or idea.

Which statement is not related to product?

“Titan”, the name for watches manufactured by the Tata Company is ______.

Which channel of distribution is most expensive for the marketeer?

The term ‘Publicity’ refers to ______.

Which one of the following factors is not relevant to price fixation?

Which one of the following is not a marketing mix?

Pulsar, a shoe making company sells its products through its own website, this method of selling comes under which level of distribution?

______ ensures that products reach the ultimate customers from the manufacturers.

Anisha decided to start a business of selling dress material from her house. She did various online service to find out about the preferences of prospective customers. Based on this, she prepared a detailed analysis of the business. She then made important decisions including deciding about the features, quality, packaging, labelling and branding of the dress material. Identify the element of marketing mix discussed above.

A cardboard box consisting of 10 packs of toothpaste is an example of ______.

It is necessary that goods and services must be made available to the consumers at the right place, in the right quality and at right time. Identify the concerned elements of marketing mix.

“A popular brand of Hair Conditioners comes in different categories for different hair, say for normal hair and for other categories.”

Identify the function of labelling in the above example.

In order to improve upon its competitive edge, Khushi Ltd. has changed the packaging of its hair care products. They are now available in customer friendly design, which has a nozzle attach to the lid so that at the time of usage, the consumer doesn’t need to open the cap of the bottle. Name the marketing function being explained in the given lines.

Guneet went to a shop and expressed her desire to buy a copper water bottle only from the prestige company. Identify the component related to branding being described in the above case.

Lakshay purchased a pack of crayons for his daughter from a nearby stationery shop. He noticed that the crayons were packed in a portable transparent plastic bag. Identify the level of packaging being described in the above lines.

Within 3 years of its inception, Alpha Limited has created a very positive reputation about itself and its products in the eyes of general public by participating extensively in various social welfare programs. The social welfare activities were published in the regional newspaper which created liking of the consumers and society at large. Identify the component of promotion mixing described in the given lines.

Keeping in view the recent trends of sales regression, Sanvi Limited has decided to offer a flat 15% discount on all its products. Identify the related function of marketing being described in the given lines.

Assertion (A): Maggie (noodles) extended this brand name to introduce many of its new products such as Tomato Ketchup, soup, etc.

Reason (R): Branding helps in advertising and display programmes.

Assertion (A): Utility and Demand affect the price of a product.

Reason (R): Utility provided by the product and the intensity of demand of the buyer set the upper limit of price.

Assertion (A): Advertising is personal form of communication.

Reason (R): Advertising creates monologue and not a dialogue.

Ashima purchased a bottle of tomato-sauce from the local grocery shop. The information provided on the bottle was not clear. She fell sick on consuming it. She filed a case in the District Forum under Consumer Protection Act and got the relief.

1. Identify the important aspect neglected by the marketer in the above case.   (1)
2. Enumerate and explain any three functions of the aspect identified in part (a).    (3) 
3. Name and briefly explain the other aspects of the element of Marketing Mix referred to in the para above.    (2) 
4. With respect to Marketing Mix, identify the tool of promotion if the case was reported by a newspaper agency. List any one benefit of this type of promotion tool.    (2)

Neerkamal was a pen manufacturer. He used to make ball point pens in a small factory in the basement of his house. Daily he would go to the marketplace and distribute pens to the retailers. Some of the pens were sold by him of his own by meeting persons on road. He had not kept any name for his pens. They were just blue, black and red pens. One of his friends suggested him to keep a good name of his pens. He kept his own name and started selling pens with the name of Neerkamal Pens. Then there were three categories of pens - Neerkamal Red, Neerkamal blue and Neerkamal black. Gradually his business started to pick up even more and he made good revenue.

1. Which element of promotion mix has been highlighted in the above case?    (1)
2. Discuss any two characteristics of the element of product mix discussed in the above para.   (2)
3. What are benefits of the identified element of product mix?   (3)
4. Differentiate between the element of promotion mix identified in part (a) and the element of promotion mix which is a paid form of communication having mass reach.   (2)

Marketing mix is a systematic combination of ______ elements.

______ means the activities, benefits and satisfactions which are offered for sale.

A ______ is a name, term, sign, symbol or design or a combination thereof used to identify the goods or services of a seller.

A ______ is used to provide useful information about the product and the producer.

Sales promotion, advertising, personal selling and publicity are used for ______.

Product is the most visible component of the marketing mix.

Goods are intangible items that are either consumed directly or used in the production of other goods.

A good trademark should be short and simple so that people can easily remember it.

Packaging involves marketing and selling of products.

Publicity is always under the control of the company.