NIOS Class 12 Business Studies Chapter 14 Introduction to Marketing

NIOS Class 12 Business Studies Chapter 14 Introduction to Marketing Solutions to each chapter is provided in the list so that you can easily browse throughout different chapters NIOS Class 12 Business Studies Chapter 14 Introduction to Marketing and select need one. NIOS Class 12 Business Studies Chapter 14 Introduction to Marketing Question Answers Download PDF. NIOS Study Material of Class 12 Business Studies Notes Paper 319.

NIOS Class 12 Business Studies Chapter 14 Introduction to Marketing

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Also, you can read the NIOS book online in these sections Solutions by Expert Teachers as per National Institute of Open Schooling (NIOS) Book guidelines. These solutions are part of NIOS All Subject Solutions. Here we have given NIOS Class 12 Business Studies Chapter 14 Introduction to Marketing, NIOS Senior Secondary Course Business Studies for All Chapter, You can practice these here.

Introduction to Marketing

Chapter: 15

Module – 4 Marketing

INTEXT QUESTIONS 14.1 

1. Define the term ‘marketing’.

Ans: Marketing is defined as the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.   

2. Followings are the statements related to different concepts of marketing. Identify those pertain to modern concept by mentioning ‘MCM’ and traditional concept by mentioning ‘TCM’ in the space given against each statement. 

Ans:

3. Complete the answer with the right choice. 

(i) As per the Production concept, it is believed that customers primarily buy products that are________________.

(a) High in quality and performance. 

(b) Widely available and affordable. 

(c) Sold aggressively. 

(d) As per the needs of the customers. 

Ans: (b) Widely available and affordable. 

(ii) As per the Product concept, it is believed that customers primarily buy products that are________________. 

(a) High in quality and performance. 

(b) Widely available and affordable. 

(c) Sold aggressively. 

(d) As per the needs of the customers.

Ans: (a) High in quality and performance.   

(iii) As per the Selling concept, it is believed that customers primarily buy products that are________________. 

(a) High in quality and performance.

(b) Widely available and affordable. 

(c) Sold aggressively. 

(d) As per the needs of the customers.

Ans: (c) Sold aggressively. 

(iv) As per the Marketing concept, it is believed that customers primarily buy products that are________________. 

(a) High in quality and performance. 

(b) Widely available and affordable. 

(c) Sold aggressively. 

(d) As per the needs of the customers.

Ans: (d) As per the needs of the customers.  

(v) At the heart of any marketing programme is the ________the firm’s tangible offering to the market. 

(a) Service offer. 

(b) Product. 

(c) Sales support team. 

(d) Packaging.

Ans: (b) Product.  

(vi) Marketing is a process which aims at: 

(a) Production. 

(b) Profit making. 

(c) Satisfaction of customer needs. 

(d) Selling Products.

Ans: (c) Satisfaction of customer needs. 

3. ‘Ford plans to reduce their greenhouse gas emissions using their EcoBoost engine to increase fuel efficiency. It also plans to introduce 40 electrified vehicles (electric and hybrid) by 2022.’ Identify the marketing management philosophy followed by Ford.

Ans: Societal marketing concept. 

4. Name the concepts:

(a) Find wants and fill them.

Ans: Marketing.

(b) produce the product and sell it.

Ans: Selling.

INTEXT QUESTIONS 14.2 

1. Following is a list of statements regarding features of ‘marketing’ and ‘selling’. Identify the features of marketing by mentioning ‘M’ and of selling by mentioning ‘S’ in the space given against each.

Ans:

2. Complete the following table.

Ans:

 INTEXT QUESTIONS 14.3 

1. State any two points of importance of marketing to consumer. 

Ans: (a) Marketing provides better products and services to the customers. 

(b) Marketing helps in making products available irrespective of time and place.  

2. Given below are words in two columns, A and B. You have to match the words of column A with words of column B, so that the matched words describe an objective of marketing. Write the serial number of words in column B against the matched words of column A. 

Ans:

INTEXT QUESTIONS 14.4

1. Complete the crossword puzzle: 

Clues: ACROSS 

1. giving an attractive name to the product.

4. communicating and persuading the customers to purchase the product. 

6. fixation of the amount to be paid by the customers.

8. collecting and analysing information to develop marketing strategies.

10. physical movement of goods.

DOWN: 

2. activities for physical transfer of goods.

3. development of products according to pre-determined specifications.

5. putting goods in suitable containers for transportation purposes. 

7. large- scale storage.

9. separation of goods into different classes on the basis of size and quality.

Ans: 

2. Following are the statements pertaining to functions performed in marketing. Identify the function of marketing from each statement and write it in the space provided. 

(a) Physical movement of goods from one place to another. ( ) 

Ans: Transportation.

(b) Holding and preserving goods from the time of their procurement or production till the time of their sale. ( )

Ans: Storage and warehousing. 

(c) Collection and analysis of relevant facts to solve marketing problems. ( ) 

Ans: Market Research.

(d) This includes advertising, personal selling, sales promotion and publicity. ( )

Ans: Promotion of product. 

(e) Separating products into different classes on the basis of certain predetermined standards. ( )

Ans: Grading.

Very Short Answer Questions:

1. Define the term Market. 

Ans: Marketing refers to the process of ascertaining consumers’ needs and supplying various goods and services to the final consumers or users to satisfy those needs.Marketing refers to all those activities undertaken by a company to promote the buying or selling of a product or service.It includes advertising, selling, delivering products and maintaining relationships with consumers.

2. Who is termed as Marketeer? 

Ans: It refers to the person who organises the various marketing activities such as market research, product planning, pricing, distribution etc. 

3. What is meant by the term ‘Grading’?

Ans: Grading involves separating products into different classes on the basis of certain pre determined standards relating to size and quality. Grading is required in case of agricultural, forest and mineral products such as cotton, sugar cane, iron ore, coal, timber, etc.

4. What is the purpose of marketing as per traditional concept?

Ans: This concept has the following implications: 

(a) The main focus of this concept is on product, i.e., we have a product and it has to be sold. So, we have to persuade the consumers to buy our product. 

(b) All efforts of the marketing team are concentrated on selling the product. The marketer adopts all means like personal selling and sales promotion to boost the sales. 

(c) The ultimate goal of all marketing activities is to earn profit through maximisation of sales. 

5. Name the four activities included in promotion of the product. 

Ans: Promotional activities include advertising, personal selling, sales promotion and publicity. All promotional activities involve communication with the existing and prospective customers whereby they are made aware of the product, its distinctive features, price, availability etc. 

1. Explain the modern concept of marketing. 

Ans: The Modern concept of Marketing stresses on the needs and wants of the consumer. Consumers’ needs and wants are the guiding spirit of an organisation and the marketer focuses on the delivery of such goods and services that can satisfy the needs and wants of the customer or consumer. Thus, marketing starts with identifying consumer needs and then planning the production of goods and services accordingly to provide maximum satisfaction to the consumer.

2. Distinguish between traditional and modern concepts of marketing. 

Ans:

3. Explain ‘packaging’ as a function of marketing. 

Ans: Packaging involves putting the goods in attractive packets according to the usage and convenience of consumers. Important considerations to be kept in view in this connection are the size of the package and the type of packaging material used. Goods may be packaged in bottles (plastic or glass), boxes (made of tin, glass, paper, plastic), cans or bags. The size of the package generally varies from a few grams to a few kilograms, one piece to a number of pieces of a product, or in any other suitable quantity in terms of weight, count, length etc. Packaging is also used as a promotional tool as suitable and attractive packaging influences the customers. 

4. What is meant by integrated marketing? 

Ans: An integrated marketing campaign might start with a TV ad featuring a memorable character. It is an integrated approach to achieve long-term goals like creating, maintaining and retaining the customers. 

5. Explain the significance of marketing research. 

Ans: Marketing research involves collection and analysis of facts relevant to various aspects of marketing. Marketing research is a critical tool that businesses and organisations can use to gather valuable information about their target market and industry. It is a process of collecting and analysing information regarding customer needs and buying habits, the nature of competition in the market, prevailing prices, distribution network, effectiveness of advertising media, etc. Marketing research gathers information and analyses facts for arriving at rational decisions and developing suitable marketing strategies.Marketing includes selling and other activities like various promotional measures, marketing research, after sales service, etc.

1. State any four points of the importance of marketing. 

Ans: The four points of the importance of marketing are:

(a) Marketing helps business to keep pace with the changing tastes, fashions and preferences of the customers. It works out primarily because ascertaining consumer needs and wants is a regular phenomenon and improvement in existing products and introduction of new product keeps on taking place. Marketing thus, contributes in providing better products and services to the consumers and improve their standard of living.

(b) Marketing helps in making products available at all places and throughout the year. We are able to get Kashmir shawls and Assam Tea all over India and get seasonal fruits like apples and oranges round the year due to proper warehousing or proper packaging. Thus, marketing creates time and place utilities. 

(c) Marketing plays an important role in the development of the economy. Various functions and sub-functions of marketing like advertising; personal selling; packaging; transportation; etc. generate employment for a large number of people, and accelerate growth of business. 

(d) Marketing helps the business in increasing its sales volume, generating revenue and ensuring its success in the long run. 

2. Do you think marketing and selling are synonymous terms? Give a reason. 

Ans: The terms ‘marketing’ and ‘selling’ are related but not synonymous. ‘Marketing’ as stated earlier, emphasises on earning profits through customer satisfaction. In marketing, the focus is on the consumers’ needs and their satisfaction. ‘Selling’ on the other hand focuses on product and emphasises on selling what has been produced. In fact, it is a small part of the wide process of marketing wherein emphasis is initially on promotion of goods and services and eventually on increase in sales volume.

In marketing, the consumer is the king whose needs must be satisfied. In selling, the product is supreme and the entire focus is on its sale. Marketing starts before production and continues even after the exchange of goods and services has taken place. It is so because provision of after sale service is an important component of marketing process. Selling starts after the production and ends as soon as the exchange of goods and services has taken place.  

3. Explain any three objectives of marketing. 

Ans: The points of importance of marketing let us discuss the basic objectives of marketing:

(a) Provide Satisfaction to Customers: All marketing activities are directed towards customer satisfaction. Marketing starts with ascertaining consumers’ needs and produce goods that satisfy those needs most effectively. Not only that, the pricing and distribution functions of marketing are also planned accordingly.

(b) Increase in Demand: Through advertising and other sales-promotional efforts, marketing aims at creating additional demand for their products. Satisfied customers also help in creating new customers with the help of positive word of mouth communications. For example, if you buy a ‘gel pen’ and feel satisfied, next time also you will buy the same pen and may recommend it to others about it, which may also buy the same on your recommendation. 

(c) Provide Better Quality Products to the Customers: This is the basic objective of marketing. The business houses try to update and upgrade their knowledge and technology to continuously provide better products. If they do not do so, they will be phased out through competition.

4. Describe any four important functions of marketing. 

Ans: That marketing is the performance of those business activities that direct the flow of goods and services from producers to consumers or users:

(i) Marketing Research: Marketing research involves collection and analysis of facts relevant to various aspects of marketing. It is a process of collecting and analysing information regarding customer needs and buying habits, the nature of competition in the market, prevailing prices, distribution network, effectiveness of advertising media, etc. Marketing research gathers information and analyses facts for arriving at rational decisions and developing suitable marketing strategies. 

(ii) Product Planning and Development: As you know marketing starts much before the actual production. The marketeers gather information regarding what are the needs of the consumers and then decide upon what to produce. So, the task of marketing begins with planning and designing a product for the consumers. It can also be done while modifying and improving an already existing product.

(iii) Buying and Assembling: It involves what to buy, of what quality, how much from whom, when and at what price. People in business buy to increase sales or to decrease costs. Purchasing agents are much influenced by quality, service and price. The products that the retailers buy for resale are determined by the needs and preferences of their customers. A manufacturer buys raw materials, spare parts, machinery, equipment, etc. for carrying out his production process and other related activities. A wholesaler buys products to resell them to the retailers. 

(iv) Packaging: Packaging involves putting the goods in attractive packets according to the usage and convenience of consumers. Important considerations to be kept in view in this connection are the size of the package and the type of packaging material used. Goods may be packaged in bottles (plastic or glass), boxes (made of tin, glass, paper, plastic), cans or bags. The size of the package generally varies from a few grams to a few kilograms, one piece to a number of pieces of a product, or in any other suitable quantity in terms of weight, count, length etc.  

5. Define marketing and distinguish it from selling.

Ans: Marketing refers to all those activities undertaken by a company to promote the buying or selling of a product or service.It includes advertising, selling, delivering products and maintaining relationships with consumers. 

The American Marketing Association defines marketing “as the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.”