Case Studies on Business Studies Class 12 Chapter 11 Marketing

 MARKETING 

1. Name the function of marketing which is concerned with the cost and location of target market.                                                                            (CBSE 2016)

2. ‘Maruti Vega Ltd.’ entered into the market with coloured television and have now introduced products like audio systems, air conditioners, washing machines etc. the company is not only offering the products but also handling complaints and offering after sales services. Identify the element of marketing mix discussed here.

(CBSE 2015)

3. ‘Buy one get one free’ is printed on the label of the package of a mosquito repellant. State the labelling function being performed by this statement.

(CBSE 2019)

4. People think that it is the “product’ only that can be marketed. But something else can also be marketed eg. ‘Visit Kerala for Health Tourism’. Identify what is being marketed here.

(CBSE 2019)

5. A leading pharmaceutical company is making huge profits by selling a life saving drug at an exorbitant price. Name the marketing concept ignored here.                       

6. Tarzan Motor Udyog, a car manufacturing Co., has started its business with Tarzan 800 and slowly launched Tarzan-1000, Wagon-Z, Swy-fy etc. and offered various services like after sale service, availability of spare parts etc. Identify the element of marketing mix referred here.

7. Why is packaging known as silent salesman? Also, state its two functions.

8.  “An important task in the marketing of goods relates to designing the label as it provides useful and detailed information about the product.”  In the light of the above statement draw a label for a packet of ‘Juice’ and highlight the important information to be provided on it. Also state functions of labelling.

9. Suppose you are a marketing manager of a Publishing House.  You have to fix the price of a book titled ‘ONE MINUTE CURE’. What are the factors to be considered? Explain any six factors.

10. It is necessary that goods and services must be made available to the customers at the 

right place, in the right quantity and at right time.

a) Name and explain the concerned element of Marketing Mix given above. 

b) Explain the components of this element.

11. Modi Instruments Ltd is a company dealing in the distribution of medical instruments. The company recently imported 15000 units of sugar testing machines to test the sugar levels without taking blood samples. For deciding the marketing strategy, the CEO of the company called a meeting of the marketing heads of different zones.

In the meeting, Sanjay, the North Zone Marketing Head, suggested that since the machines were sophisticated they need to visit hospitals personally to explain its working to the hospital staff who would be using the machines. He also suggested that additional trained people may be recruited for the same. Hitesh, another zonal head, added that since lot of money had been spent on the import of the machines, the company was short of funds to pay the additional staff, as suggested by Sanjay.

Revansh, a newly appointed zonal head of south zone, suggested that since the size of the order was not large, a detailed study of the factors determining the choice of channels of distribution was required before making the right choice.

1. Identify the factors influencing the choice of channels of distribution which were discussed in the meeting.

2. Also, explain briefly the other considerations to be taken care of in each factor identified in part a.

(CBSE 2017)

12.  “Advertisement is unnecessary and wasteful.” Do you agree? Give reasons.

13. Advertisement is an important business activity. On one hand, it makes available to the people information regarding different new and old products and on the other, it is also a source of living for many persons. Impressed by these traits of advertisement, Tanu, Manu and Sanchit made up their mind to go ahead with project work on advertisement. All the three conversed with the people about advertisement. Each one of them, on the basis of their survey concluded as under:

1. Tanu opined that advertisement costs get transferred to consumers in the form of high prices.

2. Manu was of the opinion that advertisement showed reality in a twisted form.

3. Sanchit maintained that advertisement was turning people from reality to artificiality.

1. What do the above remarks about the advertisements hint at? 

2. Do you agree with the above remarks? Give justification.

3. State any two benefits of advertising.

14. A toy car free with Britannia cake is an example of one of the techniques of sales promotion. Name this technique and also explain any other three sales promotion techniques.            

15. Identify the method of sales- promotion in the following cases.

1. A mobile company offers a discount of Rs.1,000 to clear off excess inventory.

2. A customer gets Rs.5 off on return of an empty wrapper while making a new purchase of the same  product.

3. A company offers a pack of ½ kg of sugar with the purchase of a 5 kg bag of wheat flour.

4. Scratch a card to win a T.V and other benefits.

5. A company offers 40% of extra shaving cream in a pack of 500 gms.

6. Purchase goods worth Rs.50,000 and get a holiday package worth Rs.10,000 free.                                                                   

16. Shakya found a worm crawling out of newly opened tetra pack of a juice manufactured by a reputed company, Tufaani Ltd. She went back to the shopkeeper from whom the pack was purchased who directed her to call up the customer care centre. When all her efforts failed, she went to a consumer activist group to seek help. The group decided to help Shakya and take measures to impose restrictions on the sale of the firm’s products of the particular batch and urge customers to refrain from buying the products of the company. Tufaani Ltd. lost its image in the market. The CEO gives the responsibility of bringing back the lost image of the company to a Manager. 

1. Identify the concept of Marketing Management which will help the Manager getting the firm out of the above crisis. 

2. Also explain the role of above identified concept by stating any two points.

17. A company was marketing ‘Juicers’ which were very popular due to their quality and after sale services provided to the customers. The company was a leading company in the market and earning huge profits. Because of huge profits the company ignored the after sale services. As a result its relations with the customers got spoiled and the image of the company in the public was damaged. Top management became concerned when the profits for the current quarter fell steeply. On analysis it was revealed that ignoring the after sale services was its reason. Therefore the company took all possible measures to protect and promote its favorable image. As a result, the goodwill of the company improved in the society.

1. Name and state the communication tool used by the marketer in the above case to improve its image.

2. Also, explain role of the tool as identified in part (a).

(CBSE 2016)

18. Vasvi purchased a bottle of pickle 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.

2. Explain briefly the functions of the aspect identified in part (a).

(CBSE 2016)

19. The management of Hills Ltd is very much concerned about its image. They authorised Mr. Yogesh, the PR department head to undertake various activities to promote the image of their company. Mr Yogesh is of the view that the image of the company needs to be promoted by means of continuous touch with the public and the employees and the same may be done with the help of newsletters, annual reports, brochures, articles and audio visual materials.State the function of public relation department discussed in the above paragraph.  

20. Ashok wanted to be the leading manufacturer of Aloevera products worldwide. He observed that the products were expensive as the demand of the products was more than the supply. He was also keen to promote methods and practices that were economically viable, environmentally sound and at the same time protecting public health.

Ashok’s main consideration was about the amount of money paid by the consumers in consideration of the purchase of Aloevera products. He also thought that competitors’ prices and their anticipated reactions must also be considered for this.

After gathering and analyzing information and doing correct marketing planning, he came to know that the consumers compare the value of a product to the value of money which they are required to pay. The consumers will be ready to buy a product when they perceived that the value of the product is atleast equal to the value of money which they would pay.

Since he was entering into a new market, he felt that he may not be able to cover all costs. He knew that in the long run the business will not be able to survive unless all costs are covered in addition to a minimum profit.

He examined the quality and features of the products of the competitors and the anticipated reactions of the consumers. Considering the same he decided to add some unique features to the packaging and also decided to provide free home delivery of the products.

The above case related to a concept which is considered to be an effective competitive marketing weapon. In conditions of perfect competition most of the firms compete with each other on this concept in the marketing of goods and services.

1. Identify the concept.

2. Explain briefly any four factors discussed in the above case related to the concept so identified.

(CBSE 2018)

21. Tapas Sen, a manufacturer, redesigned his existing soup making machine into a small and portable machine. For selling the machine he entered into an agreement with his uncle who agreed to finance the project with 50% share in the profits. To launch the machine they decided to start with direct channels of distribution. They named the venture as ‘Cup a Soup’. In the first year their main objective was profit maximization. They appointed 30 trained salesmen for distribution of the machines across the country. They offered incentives and awards to salesmen for achieving their sales targets.

1. Identify the marketing philosophy used by ‘Cup a Soup’.

2. Identify the tool of promotion used by ‘Cup a Soup.’

3. For hiring the salesman, state any two qualities ‘Cup a Soup’ would have kept in mind.

(CBSE 2019)

22. 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 internet to gather customers’ views and opinions. She found out that there was a huge demand for packaged organic rice. She knew that there were no pre determined 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 product differentiation.

Explain the three functions of marketing with reference to the above paragraph.

(CBSE 2015)

23. Hemant, Guddu and Toshita were friends from college days and presently they were doing different kinds of business. They regularly meet and discuss their business ideas and exchange notes on customer satisfaction, marketing efforts, product designing, selling techniques, social concerns etc.

In one such meetings, Hemant drew attention of Guddu and Toshita towards the exploitation of consumers. He told that most of the sellers were exploiting the consumers in various ways and were not paying attention towards the social, ethical and ecological aspects of marketing. Guddu told that they were under pressure to satisfy the consumers but stated that the consumers would not buy or not buy enough unless they were adequately convinced and motivated for the same.

Toshita stressed that a company cannot achieve its objectives without satisfying the needs of the customers. It was the duty of the businessmen to keep consumer satisfaction in mind, because business is run by the resources made available by the society. She further stated that she herself was taking into consideration the needs of the customers. 

Identify the various types of thinking that guided Hemant, Guddu and Toshita in the marketing efforts of their business. Also state one more feature each of the various types of thinking identified that is not given in the above paragraph.

(CBSE 2017)