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FIRST PRE-BOARD EXAMINATION SET A

MARKETING
CLASS: XII MARKING SCHEME SUBJECT [THEORY] Time Allotted: 3 Hrs.
12.01.2020 Max. Marks: 60
Answers
Marks
PART A: Employability Skills (10 Marks) (with split
up)

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Answer any 4 questions out of the given 6 questions
1. Answer: (d) Both (a) and (b) 1 Mark

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2. Answer: (b) Bargaining 1 Mark
3. Answer: (d) Rahul learns from the feedback and makes his project work better 1 Mark

y.
4. Answer: False: ICT stands for Information and Communication Technology 1 Mark

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5. Answer: (b) Economic 1 Mark
6. Answer:
(a) Renewable energy

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(b) Green building
(c) Well-managed (Sustainable) transport
es 1 Mark
(d) Water management
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(e) Waste management
(f) Land management (Any Two)
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Answer any 3 questions out of the given 5 questions

.s

7. Answer:
1+1
(a) Inflammable
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= 2 Marks
(b) Railway Crossing
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8. Answer:
(a) Self-belief
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1+1
(b) Hard work
= 2 Marks
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(c) Positive Attitude

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(d) Commitment (Any other relevant qualities)

9. Answer:
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1+1
(a) Gmail
= 2 Marks
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(b) Message / Mobile Messaging

10. Answer:
1+1
(a) “No”. Ravi is not an entrepreneur
= 2 Marks
(b) “Yes”. Savita is an entrepreneur
11. Answer:
Sustainability is the development that satisfies the needs of the present without 1+1
compromising the capacity of future generations, guaranteeing the balance between = 2 Marks
economic growth, care for the environment and social well-being

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Part B: Subject Skills (50 Marks):
Answer any 10 questions out of the given 12 questions
12. Answer: (c) To differentiate their products from those of competitors 1 Mark
13. Answer: (b) Convenience products 1 Mark
14. Answer: (a) Introduction, Growth, Maturity, Saturation, Decline 1 Mark
15. Answer (d) Expansion of business 1 Mark
16. Answer: (b) Discriminatory pricing 1 Mark
17. Answer: (c) Follow -the-leader price 1 Mark
18. Answer: (d) Place or distribution activities. 1 Mark
19. Answer: False 1 Mark

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20. Answer: (b) Convenience 1 Mark
21. Answer: (b) It can be used to communicate even with those people who are illiterate. 1 Mark

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22. Answer: Publicity 1 Mark
23. Answer: (c) Sales promotions 1 Mark

y.
Answer any 5 questions from the given 7 questions

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24. Answer:
(a) Ensures protection to the product
2 Marks

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(b) Provides information about the product
(c) Increases aesthetics and sales appeales (Any Two)
25. Answer
Depth refers to the assortment of sizes, colours and models offered within each product line. 2 Marks
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E.g.: LG manufactures different varieties or models of refrigerators and washing machines, etc.
26. Answer:
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1+1 =
(a) True
2 Marks
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(b) True
27. Answer:
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(A)--- (II)
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(B) --- (I) 2 Marks

(C) --- (IV)
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(D) --- (III)

//

28. Answer:
1+1 =
s:

(a) Facilitating
2 Marks
(b) Consumer
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29. Answer
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(a) True 2 Marks

(b) False
30. Answer:
(1)
1+1 =
(a) Consumer promotion
2 Marks
(2)
(b) Personal Selling

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Answer any 5 questions from the given 7 questions
31. Answer:
(i) Product is the focal point and all the marketing activities revolve around it
(ii) It is the starting point of planning. No marketing programme will commence if
3 marks
product does not exist
(iii) Product is an end. The main purpose of all marketing activities is to satisfy the
customers
32. Answer:
(a) Product Line: is a group of products that are closely related, either because they
function in a similar manner or are sold to the same customer groups or are
marketed through the same types of outlets, or fall within given price ranges

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1X3=
(b) Product Positioning: It refers to the manner in which a product is offered to a
3 Marks

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particular customer of a particular segment for the aim to meet the customer's needs
(c) Product Standardization: Standardization implies a limitation of the number of
varieties or the types of uniform quality that can be manufactured so as to reduce the

y.
unnecessary varieties

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33. Answer:
Break even pricing is the practice of setting a price point at which a business will earn zero

to
profits on a sale. 1X3=
BEP = Total Fixed Cost / Selling Price per unit – Variable cost per unit
es 3 Marks
The equilibrium establishes at a point where total revenue is equal to total cost and the firm
enters into ‘Break-even’ a situation of ‘no profit, no loss’.
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34. Answer:
(a) Discrimination on the basis of customer segment – the product / service is sold at
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different prices to different customer groups.

1X3=
(b) Locational discrimination – the product is sold at different prices at two places even
.s

3 Marks
though the cost is the same at both the places.
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(c) Time discrimination – Prices differ according to the season or time of the day.
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Public utilities like taxi charge higher rate at night.

35. Answer:
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Advantages
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1. Captive audience
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2. Longer video 1½+1

3. Larger screen ½=3
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Limitations Marks
1. Only selective audiences who visit the hall witness the advertisement.
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2. High distractions
3. High costs
36. Answer:
Personal Selling Sales Promotion
Objective of personal selling is to create Objective of sales promotion is to increase 1X3=
awareness and build a long term the sales and dispose of stocks in a short 3 Marks
relationship time
Personal Selling is face-to-face interaction Sales Promotion has no interaction
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Personal selling involves negotiations Sales promotion is to attract customers.
Personal selling is used for high value, or Sales promotion is used for products
technically complex, or custom made having low value or easy to understand
products usage.
Personal selling involves potential Sales promotion involves existing
customers or customers with high customers exists and low value products
purchasing power
Personal selling is expensive Sales promotion is bit less expensive
37. Answer:
Disadvantages of Online Marketing
1. Impersonal: marketing can become impersonal, due to the virtual nature of

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message and content delivery. 1X3=
2. Competitive: Online marketing can also be crowded and competitive. 3 Marks

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3. Catching Attention: Companies investing in online marketing may find visitors’
attention is difficult to capture due to the number of business also marketing their

y.
products and services online.

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Answer any 3 questions from the given 5 questions
38. Answer

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Unsought Products are products that are available in the market but the potential buyers do not
know about their existence or there do not want to purchase them.
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Types:
(a) Regularly Unsought Products: The products which exist but the consumers do not
di
1Mark
want to purchase them as of now, but might eventually purchase them. Example:
2 Marks
Life Insurance Products or Doctor’s services.
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½ X4 =
(b) New Unsought Products: The marketers’ task is to inform target consumers of the
2 marks
.s

existence of the product, stimulate demand and persuade then to buy the product.
=5
Example: Oral Polio Vaccine
w

Marks
Marketing Strategy:
w

(a) Price: It varies from product to product.

(b) Promotion: Personal selling and aggressive advertising by producer and seller.
w

(c) Place: It depends upon the product.

//

(d) Product: Life insurance, Red Cross Blood Donations, etc.

s:

39. Answer:
(a) To determine firm’s Competitive Position and Market share
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(b) To achieve the financial goals of the company-

1X5=
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(c) To determine the quantum of production

5 Marks
(d) To determine the product positioning and distribution in the market
(e) To determine the quality and variants in production
(f) To establish consistency with the other variables in the marketing mix (Any Five)
40. Answer:
(a) Storage: Wholesaler keep the goods assembled by them in their warehouse to
1X5=
supply them to retailers
5 Marks
(b) Grading and Packing: Wholesalers grade and package the goods according to
certain standards which they have purchased from different manufacturers
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(c) Financing: Wholesalers provide financial accommodation to both the manufactures
and the retailers
(d) Risk taking: Wholesalers assume risks of changes in prices and demands, spoilage
of goods, and bad debts in the process of distribution of goods.
(e) Promotion: They perform advertising and other sales promotion activities in order
to promote the sale of their product.
41. Answer:
(a) Free Accommodation - Particularly for hotel industry, the offer now extends to be
“two nights for price of one.
(b) Holiday Vouchers - Some companies give cash discount, traveller cheques, duty-
free shopping voucher, etc.

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(c) Discount coupons: In India firms like include Snapdeal.com, Sodexo,etc provide 1 X 5 =
discount coupons which can be redeemable. Snapdeal.com provides discount 5 Marks

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vouchers for health and beauty, entertainment and adventures, mobiles, apparel,
lifestyle, electronics and travel categories.

y.
(d) Two-for One Flights: Especially budget airlines offer this facility.

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(e) Insurance Offers - Mostly the car manufacturers provide free insurance for the first
year as part of sales promotion during slack season.
42. Answer:

to
(a) Twitter:
es
(i) It is the second most popular social media platform.
(ii) It allows companies to promote their products in short messages known as
di
tweets limited to 140 characters which appear on followers' Home timelines.
(iii) Tweets can contain text, Hash tag, photo, video, Animated GIF, or links to
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the product's website and other social media profiles, etc.

2½
(iv) Twitter is also used by companies to provide customer service.
.s

+
(b) LinkedIn:
2½
w

(i) It is, a professional business-related networking site, allow companies to

=5
create professional profiles for themselves as well as their business to
w

Marks
network and meet others.
w

(ii) Through the use of widgets, members can promote their various social
networking activities, such as Twitter stream or blog entries of their product
//

pages, onto their LinkedIn profile page.

s:

(iii) LinkedIn provides its members the opportunity to generate sales leads and
tp

business partners.
(iv) Linkedin has 26.27 million male and 10.73 million female users in India
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