NIOS Class 12 Business Studies Chapter 19 Introduction to Marketing

NIOS Class 12 Business Studies Chapter 19 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 19 Introduction to Marketing and select need one. NIOS Class 12 Business Studies Chapter 19 Introduction to Marketing Question Answers Download PDF. NIOS Study Material of Class 12 Business Studies Notes Paper 319.

NIOS Class 12 Business Studies Chapter 19 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 19 Introduction to Marketing, NIOS Senior Secondary Course Data Business Studies for All Chapter, You can practice these here.

Introduction to Marketing

Chapter: 19

Module – 7 : MARKETING MANAGEMENT

INTEXT QUESTIONS 19.1

Q. 1. Define the term marketing.

Ans: It is an organisational function and set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organisation and its stakeholders.

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

(a) It focuses on customer’s need. ()

Ans: MCM.

(b) It focuses on product. ()

Ans: TCM.

(c) It sells satisfaction. ()

Ans: MCM

(d) It sells goods and services. ()

Ans: TCM.

(e) It earns profit by maximisation of sales. () 

Ans: TCM.

(f) It earns profit through maximisation of customer satisfaction. ()

Ans: MCM.

INTEXT QUESTIONS 19.2

Q. 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 box given against each. 

(a) It starts after the production process is over. ()

Ans: S

(b) All activities revolve around the product that has been produced. ()

Ans: S

(c) Customer is the central point. ()

Ans: M

(d) Satisfaction of the customer is the main focus. ()

Ans: M

(e) Target is to achieve shot-term gain. () 

Ans: S

(f) It is an integrated approach to achieve long-term goals. ()

Ans: M

Q. 2. Complete the following table.

Ans: 

INTEXT QUESTIONS 19.3

Q. 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 piace.

Q. 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 19.4

Q. 1. Define the term Grading.

Ans: Grading is the process of seprating the products into different classes on the basis of certain predetermined standards relating to size and quality.

Q.2. Following are the statements pertaining to functions performed in marketing. Identify the function of marketing from each statement:

(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: Marketing research.

(d) This include 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. 

TERMINAL EXERCISE

Very Short Answer Type Questions:

Q. 1. Define the term Market?

Ans: Normally people understand the term market as a place where goods are bought and sold. But, in the context of Marketing, it refers to a group of buyers for a particular product or service. For example, the market for Accountancy text books consists of students in Commerce and specialised Accountancy Programmes; the market for ladies readymade. garments consists of girls and women, and so on.

Q. 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.

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

Ans: Grading involves separating products into different classes on the basis of certain predetermined 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.

Q. 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 people are concentrated on selling the product. They adopt all means like personal selling and sales promotion to boost the sales.

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

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

Ans: Promotional activities include: 

(i) Advertising. 

(ii) personal selling. 

(iii) sales promotion. and 

(iv) publicity.

Short Answer Type Questions:

Q. 6. Explain the modern concept of marketing.

Ans: Modern Concept of Marketing: The modern concept of marketing considers the consumer’s wants and needs as the guiding spirit and focuses on the delivery of such goods and services that can satisfy those needs most effectively. Thus, marketing starts with identifying consumer needs, then plan the production of goods and services accordingly to provide him the maximum satisfaction. In other words, the products and services are planned according to the needs of the customers rather than according to the availability of materials and machinery. Not only that, all activities (manufacturing, research and development, quality control, distribution, selling etc.) are directed to satisfy the consumers.

Thus, the main implications of the modern concepts are:

(a) The focus of this concept is on customer orientation. The marketing activity starts with an assessment of the customers needs and plan the production of items that satisfy these needs most effectively. This also applies to all other marketing activities like pricing, packaging, distribution and sales promotion.

(b) All marketing activities like product planning, pricing, packaging, distribution and sales promotion are combined into one as coordinated marketing efforts. 

This is called integrating marketing. It implies:

(i) developing a product that can satisfy the needs of the consumers.

(ii) taking promotional measures so that consumers come to know about the products, its features, quality, availability etc.

(iii) pricing the product keeping in mind the target consumers purchasing power and willingness to pay.

(iv) packaging and grading the product to make it more attractive and undertaking sales promotion measures to motivate consumers to buy the product. and

(v) taking various other measures (e.g., after sales service) to satisfy the consumers’ needs.

(c) The main aim of all effort is to earn profit through maximisation of customer satisfaction. This implies that, if the customers are satisfied, they will continue to buy, and many new customers will be added. This will lead to increased sales and so also the profits.

Q. 7. Distinguish between traditional and modern concept of marketing.

Ans:

Q. 8. Explain ‘packaging’ as a function of marketing.

Ans: Packaging involves putting the goods in attractive packets according to the 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 packages influences the demand of the products. It may be noted that packaging is different from packing, which refers to putting goods in suitable containers for transportation purposes.

Q.9. What is meant by integrating marketing? 

Ans: All marketing activities like product planning, pricing, packaging, distribution and sales promotion are combined into one as coordinated marketing efforts. This is called integrating marketing.

Q. 10. Explain the significance of marketing research.

Ans: 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, records and analyses facts for arriving at rational decisions and developing suitable marketing strategies.

Long Answer Type Questions:

Q. 11. State any four points of the importance of marketing. 

Ans: Marketing is important to the business, consumer as well as the society. 

This is evident from the following points:

(a) Marketing helps business to keep pace with the changing tastes, fashions, 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 to 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 apple 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. 

(e) Marketing also helps the business in meeting competition most effectively.

Q. 12. Do you think marketing and selling are synonymous terms? Give 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 consumer’s 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 where in emphasis is initially on promotion of goods and services and eventually on increase in sales volume. Marketing has long term perspective of winning over consumer loyalty to the product by providing him maximum satisfaction. However, selling has short-term prospective of only increasing the 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 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. 

Q. 13. Explain any three objectives of marketing.

Ans: Following are the basic objectives of marketing:

(a) Provide Satisfaction to Customers: All marketing activities are directed towards customer satisfaction. Marketing starts with ascertaining consumer 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. For example, if you buy a ‘gel pen’ and feel satisfied, next time also you will buy the same pen and obviously when you tell others about it they will also feel like giving it a try.

(c) Provide Better Quality Product to the Customers: This is a 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.

(d) Create Goodwill for the Organisation: Another objective of marketing is to build a good public image and create goodwill for the organisation. This helps in maintaining loyalty to the product and accepting new products of the same company.