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Marketing Management

NCERT Class 12 · Business Studies Based on NCERT Class 12 Business Studies textbook · Free CBSE study kit

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Chapter Notes

Overview
This chapter introduces the concept of marketing, distinguishing it from selling and explaining its role in creating customer value through exchange. It covers the evolution of marketing philosophies, the functions of marketing, the marketing mix (4Ps), product classification, branding, and packaging. The one big idea a student must walk away with is that marketing is a customer-centric process of identifying and satisfying needs profitably, not just selling or advertising.
Key Concepts (33)
Marketing
A social process by which individual groups obtain what they need and want through creating offerings and freely exchanging products and services of value with others.
e.g. A company like Hindustan Unilever identifies that people need affordable soap, designs Lifebuoy, prices it low, distributes it widely, and promotes it — this entire process is marketing.
Selling
The function of promoting goods and services through salesmanship, advertising, publicity and short-term incentives so that title of the product is transferred from seller to buyer.
e.g. A shopkeeper convincing a customer to buy a specific brand of toothpaste is selling.
Market
A set of actual and potential buyers of a product or service.
e.g. All people willing to buy a new smartphone model constitute the market for that phone.
Need
A state of felt deprivation or feeling of being deprived of something.
e.g. Feeling hungry is a need for food.
Want
Culturally defined objects that are potential satisfiers of needs.
e.g. A hungry person in South India wants dosa, while a person in North India wants chapatti.
Market Offering
A complete offer for a product or service, having given features like size, quality, taste, etc., at a certain price, available at a given outlet or location.
e.g. A cell phone available in four versions with features like camera, memory, priced between ₹5,000 and ₹20,000, sold at exclusive shops in metro cities.
Exchange
The process through which two or more parties come together to obtain the desired product or service from someone, offering the same by giving something in return.
e.g. A buyer gives money to a seller and receives food in return.
Marketing Management
The art and science of choosing target markets and getting, keeping and growing customers through creating, delivering and communicating superior customer values.
e.g. A marketing manager of a readymade garment company decides to target children up to 5 years, then plans advertising and distribution to attract and retain customers.
Production Concept
The philosophy that consumers will favour products that are widely available and affordable, so the firm should focus on improving production and distribution efficiency.
e.g. During the industrial revolution, companies produced large quantities of goods at low cost because demand exceeded supply.
Product Concept
The philosophy that consumers will favour products that offer the most in quality, performance, and features, so the firm should focus on continuous product improvement.
e.g. A smartphone company adding a better camera and longer battery life to attract customers.
Selling Concept
The philosophy that consumers will not buy enough unless the firm undertakes aggressive selling and promotional efforts.
e.g. A company using heavy advertising and sales discounts to push its product even if customers are not initially interested.
Marketing Concept
The philosophy that customer satisfaction is the key to achieving organisational objectives; all decisions are made from the customer's point of view.
e.g. A refrigerator company produces double-door models with a water cooler because customers want those features.
Societal Marketing Concept
The philosophy that the organisation should identify needs and wants of the target market and deliver satisfaction in a way that enhances the long-term well-being of consumers and society.
e.g. Procter & Gamble introducing concentrated products and recycled plastic bottles to address environmental concerns.
Marketing Mix
The set of controllable marketing variables — Product, Price, Place, Promotion — that a firm blends to produce the desired response from the target market.
e.g. For a new soft drink, the company decides the flavour (Product), ₹20 per bottle (Price), available at all local stores (Place), and TV ads (Promotion).
Product
Goods or services or anything of value offered to the market for sale.
e.g. Tata offers steel, trucks, and salt; Amul offers milk, ghee, butter, and cheese.
Price
The amount of money customers have to pay to obtain a product.
e.g. A mobile phone priced at ₹15,000.
Place
Physical distribution activities that make a firm's products available to target customers.
e.g. A company selects wholesalers and retailers in every city to stock its products.
Promotion
Activities that communicate availability, features, and merits of products to target customers and persuade them to buy.
e.g. Advertising on television, offering free samples, and personal selling by salespeople.
Convenience Products
Consumer products purchased frequently, immediately, and with least time and effort.
e.g. Cigarettes, ice creams, medicines, newspapers, toothpaste.
Shopping Products
Consumer goods where buyers devote considerable time to compare quality, price, style, and suitability at several stores before making a final purchase.
e.g. Clothes, shoes, jewellery, furniture, television.
Speciality Products
Consumer goods with special features because of which people make special efforts in their purchase; they have high brand loyalty.
e.g. A rare collection of artwork, a particular hair-cutting saloon, or a specific brand of luxury watch.
Non-durable Products
Consumer products normally consumed in one or a few uses.
e.g. Toothpaste, detergents, bathing soap, stationery.
Durable Products
Tangible consumer products that normally survive many years.
e.g. Refrigerator, radio, bicycle, sewing machine.
Services
Intangible activities or benefits offered for sale.
e.g. Dry cleaning, watch repairs, hair cutting, postal services, doctor's consultation.
Industrial Products
Products used as inputs in producing other products.
e.g. Raw materials, engines, lubricants, machines, tools.
Brand
A name, term, sign, symbol, design, or some combination of them, used to identify the products of one seller and to differentiate them from competitors.
e.g. Bata, Lifebuoy, Dunlop, Parker.
Brand Name
That part of a brand which can be spoken; the verbal component of a brand.
e.g. Ponds, VIP, Rin, Vim.
Brand Mark
That part of a brand which can be recognised but is not utterable; appears as a symbol, design, distinct colour scheme, or lettering.
e.g. The swoosh of Nike, the apple of Apple.
Trade Mark
A brand or part of a brand that is given legal protection against its use by other firms.
e.g. The registered logo of Coca-Cola.
Packaging
The act of designing and producing the container or wrapper of a product.
e.g. The plastic bottle for a cold drink, the cardboard box for a television.
Labelling
Designing and developing the label to be put on the package.
e.g. The tag on a shirt showing fabric composition and care instructions.
Standardisation
Producing goods of predetermined specifications to achieve uniformity and consistency in output.
e.g. All packets of a specific brand of salt have the same weight and quality.
Grading
The process of classification of products into different groups on the basis of important characteristics such as quality, size, etc.
e.g. Wheat graded as Grade A, Grade B based on grain size and purity.
How It Works
Exchange Mechanism
  1. At least two parties (buyer and seller) must be involved.
  2. Each party must be capable of offering something of value to the other (seller offers product, buyer offers money).
  3. Each party must have the ability to communicate and deliver the product or service.
  4. Each party must have freedom to accept or reject the other party's offer.
  5. The parties must be willing to enter into the transaction voluntarily.
💡 Exchange is the essence of marketing; all five conditions must be satisfied for exchange to take place — students often forget the condition of freedom to accept or reject.
Evolution of Marketing Management Philosophies
  1. Production Concept: Focus on large-scale production to reduce cost and make products widely available and affordable.
  2. Product Concept: Focus on continuous improvement in quality, performance, and features.
  3. Selling Concept: Focus on aggressive selling and promotional efforts to persuade customers to buy.
  4. Marketing Concept: Focus on identifying customer needs and satisfying them better than competitors.
  5. Societal Marketing Concept: Focus on satisfying customer needs while also ensuring long-term social welfare.
💡 The sequence is chronological — production → product → selling → marketing → societal. Students often confuse the selling concept with the marketing concept.
Functions of Marketing
  1. Gather and analyse market information to identify customer needs and opportunities.
  2. Develop marketing plans to achieve marketing objectives.
  3. Design and develop products that meet customer needs.
  4. Standardise and grade products to ensure consistent quality.
  5. Package and label products for protection and promotion.
  6. Brand products to differentiate them from competitors.
  7. Provide customer support services like after-sales service and handling complaints.
  8. Set the price of the product based on cost, demand, and competition.
  9. Promote the product through advertising, personal selling, sales promotion, and publicity.
  10. Manage physical distribution through channels and logistics.
  11. Arrange transportation to move goods from production to consumption points.
  12. Store or warehouse goods to maintain smooth flow despite time gaps.
💡 Marketing functions are not just post-production; they begin before production (e.g., market research) and continue after sale (e.g., customer support).
Classification of Consumer Products
  1. Identify the buying behaviour of consumers.
  2. If the product is bought frequently with minimal effort, classify as a convenience product (e.g., toothpaste).
  3. If the buyer compares quality, price, and style at multiple stores, classify as a shopping product (e.g., clothes, TV).
  4. If the buyer makes special efforts and shows high brand loyalty, classify as a speciality product (e.g., luxury watch, rare artwork).
💡 The classification is based on shopping effort, not on price alone. A cheap item can be a speciality product if people go out of their way to buy it.
Classification of Industrial Products
  1. If the product enters the manufacturer's product completely, it is materials and parts (raw materials or manufactured materials and parts).
  2. If the product is used in production but does not become part of the finished good, it is a capital item (installations or equipment).
  3. If the product is short-lasting and facilitates production, it is supplies and business services (maintenance/repair items or operating supplies).
💡 Industrial products are used for business purposes, not personal consumption. Students often confuse component parts (e.g., tyres) with capital items.
Branding Process
  1. Decide whether to sell under a generic name or a brand name.
  2. Choose a brand name that is short, easy to pronounce, suggests product benefits, is distinctive, adaptable, versatile, legally protectable, and has staying power.
  3. Create a brand mark (symbol, design, colour scheme) that is recognisable but not utterable.
  4. Register the brand as a trademark to obtain legal protection against use by other firms.
💡 A trademark is a legally protected brand or part of a brand. Brand name is the spoken part; brand mark is the visual part.
Exam Traps — Don't Make These Mistakes
⚠ Confusing Marketing with Selling
✗ Marketing and selling are the same thing — both involve promoting and selling products.
→ Selling is only one part of marketing. Marketing includes a much larger set of activities like product design, pricing, distribution, and customer support, which happen before and after the sale.
✓ Marketing is a broader concept that includes planning, pricing, promoting, and distributing products to satisfy customer needs, while selling is limited to the transfer of ownership through promotional efforts.
⚠ Mixing Up Marketing Concept and Selling Concept
✗ In the marketing concept, the focus is on aggressive selling to push products.
→ The marketing concept focuses on customer needs and satisfaction, not aggressive selling. Aggressive selling is the focus of the selling concept.
✓ The marketing concept focuses on identifying customer needs and satisfying them better than competitors, while the selling concept focuses on aggressive promotion to sell existing products.
⚠ Misunderstanding 'Market' as Only a Physical Place
✗ Market is a physical place where buyers and sellers meet to exchange goods.
→ In modern marketing, 'market' refers to a set of actual and potential buyers, not necessarily a physical location.
✓ In marketing, a market refers to a set of actual and potential buyers of a product or service, not just a physical place.
⚠ Confusing Need and Want
✗ Need and want are the same — both refer to what a person desires.
→ A need is a basic state of deprivation (e.g., hunger), while a want is a culturally shaped expression of that need (e.g., wanting dosa vs. chapatti).
✓ A need is a basic human requirement like food or shelter, while a want is a need shaped by culture, personality, and religion.
⚠ Forgetting Conditions for Exchange
✗ Exchange takes place whenever a buyer and seller agree on a price.
→ Exchange requires five specific conditions: two parties, each offering value, ability to communicate and deliver, freedom to accept/reject, and willingness to transact. Simply agreeing on price is not enough.
✓ For exchange to occur, there must be at least two parties, each with something of value, ability to communicate and deliver, freedom to accept or reject, and willingness to enter the transaction.
Compare & Contrast
Scope and focus
Marketing
Selling
Marketing is a broad set of activities including product design, pricing, promotion, and distribution, focused on customer satisfaction. Selling is a narrow activity limited to promoting and transferring ownership of goods.
Scope of concern
Marketing Concept
Societal Marketing Concept
The marketing concept focuses only on satisfying customer needs profitably. The societal marketing concept extends this to also consider the long-term well-being of society and the environment.
Buying effort
Convenience Products
Shopping Products
Convenience products are bought frequently with minimal time and effort (e.g., toothpaste). Shopping products require significant time comparing quality, price, and style across stores (e.g., clothes, TV).
Nature of component
Brand Name
Brand Mark
Brand name is the verbal, speakable part of a brand (e.g., 'Ponds'). Brand mark is the visual, non-utterable part (e.g., a symbol or design).
Exam Focus
Marks pattern: 2 MCQs (1 mark each), 1 SA (3 marks), 1 LA (5 marks) — typically one question on marketing philosophies and one on marketing mix or product classification.
Most asked: Difference between marketing and selling · Marketing management philosophies (all five concepts) · Functions of marketing · Elements of marketing mix (4Ps) · Classification of consumer products (convenience, shopping, speciality) · Branding and characteristics of a good brand name
Don't skip: Distinguish between marketing and selling (3 or 5 marks); Explain the five marketing management philosophies (5 marks); Explain the elements of marketing mix (5 marks); Classify consumer products with examples (3 marks)
One-Line Revision (read aloud before the exam)
  1. Marketing is a social process of obtaining what people need and want through creating and exchanging products of value.
  2. Selling is only a part of marketing, focused on transferring ownership through promotion.
  3. A market is a set of actual and potential buyers of a product or service.
  4. A need is a basic deprivation; a want is a need shaped by culture.
  5. Exchange requires two parties, each offering value, ability to communicate, freedom to accept/reject, and willingness.
  6. Marketing management is the art of choosing target markets and getting, keeping, and growing customers.
  7. The five marketing philosophies in order are: production, product, selling, marketing, and societal concepts.
  8. The marketing concept focuses on customer needs; the selling concept focuses on aggressive promotion.
  9. The societal marketing concept adds concern for long-term social welfare to customer satisfaction.
  10. Marketing mix has four elements: Product, Price, Place, and Promotion.
  11. Consumer products are classified as convenience, shopping, or speciality based on buying effort.
  12. Industrial products are used as inputs for producing other products.
  13. A brand is a name, term, sign, or symbol used to differentiate a seller's products.
  14. A good brand name should be short, easy to pronounce, suggest benefits, be distinctive, adaptable, and legally protectable.
  15. Packaging is designing the container; labelling is designing the information tag on the package.
  16. Standardisation ensures uniform quality; grading classifies products by quality or size.
  17. Marketing functions include market analysis, planning, product design, branding, packaging, pricing, promotion, and distribution.

MCQs — 10 Questions with Answers

Q1. Which of the following is NOT a marketing activity according to the modern definition?

  • A. Identifying customer needs before production
  • B. Manufacturing the product in a factory ✓
  • C. Packaging and branding the product
  • D. Providing customer support after the sale

Answer: B — Manufacturing is production, not marketing; marketing encompasses activities before, during, and after production to direct goods from producers to consumers.

Q2. A customer feels hungry and decides to buy a sandwich from a fast-food outlet. The hunger represents a _____ and the sandwich represents a _____.

  • A. Want; Need
  • B. Need; Want ✓
  • C. Demand; Supply
  • D. Product; Service

Answer: B — Hunger is a basic universal need; the sandwich is the culturally and individually chosen object (want) to satisfy that hunger.

Q3. According to Kotler's definition, which of these characteristics best defines modern marketing?

  • A. Forcing customers to buy products through aggressive sales tactics
  • B. A social process of freely exchanging products and services of value based on mutual need satisfaction ✓
  • C. The same as selling products to customers after production
  • D. Only the packaging and design of products before sale

Answer: B — Kotler emphasizes marketing as a voluntary social exchange process, not force; it satisfies mutual needs and wants through value creation.

Q4. In modern marketing sense, 'market' refers to:

  • A. A physical place where buyers and sellers meet
  • B. Only wholesale transactions of large quantities
  • C. A set of all actual and potential buyers of a product or service ✓
  • D. The total sales revenue of a company

Answer: C — Modern marketing defines market as the buyer set (actual and potential), not a physical location; it can be local, national, or international.

Q5. Which statement is correct about the timing of marketing activities?

  • A. Marketing only begins after the product is manufactured and ready for sale
  • B. Marketing includes activities before production (like identifying needs), during production, and after sale (like customer follow-up) ✓
  • C. Marketing activities are limited to advertising and selling only
  • D. Marketing ends immediately after the customer makes the purchase

Answer: B — Marketing is a continuous process: pre-production (needs identification), production phase (pricing, distribution planning), and post-sale (customer relations and repeat sales).

Q6. A North Indian customer prefers chapatti and vegetables while a South Indian customer prefers dosa. This difference illustrates the concept of:

  • A. Different needs
  • B. Different wants ✓
  • C. Different markets
  • D. Different production methods

Answer: B — Both satisfy the same basic need (hunger), but wants differ due to cultural backgrounds; wants are culturally shaped objects that satisfy universal needs.

Q7. Read the case: P&G introduced concentrated products, recycled plastic bottles, and refill packages. This initiative strengthens the brand because it:

  • A. Reduces the cost of production significantly
  • B. Focuses solely on making profits from environmental products
  • C. Builds stakeholder trust and satisfies societal values beyond just consumer transactions ✓
  • D. Eliminates all competitors from the market

Answer: C — P&G's environmental responsibility appeals to diverse stakeholders (NGOs, government, consumers), earning brand equity through social values—not just profit maximization.

Q8. Which of the following is BOTH correct statements? (I) Marketing and selling are the same process; (II) Company survival depends only on consumers.

  • A. Both statements are correct
  • B. Statement I is correct, Statement II is incorrect
  • C. Statement I is incorrect, Statement II is incorrect
  • D. Both statements are incorrect ✓

Answer: D — Statement I: Marketing is broader (starts before production); selling is post-production push. Statement II: Survival depends on diverse stakeholders (government, NGOs, media, activists), not just consumers.

Q9. A marketer at an FMCG company identifies that 60% of target customers prefer sugar-free beverages due to health awareness. This activity falls under which phase of marketing?

  • A. Production phase
  • B. Pre-production phase (before designing the product) ✓
  • C. Post-sale phase (after customer purchases)
  • D. Distribution phase (arranging retail outlets)

Answer: B — Identifying customer needs and preferences is a pre-production marketing activity that guides product design and development before manufacturing begins.

Q10. Corporate social responsibility initiatives like providing nutrition to children and environmental protection serve which two purposes for a company?

  • A. Only to satisfy government regulations and reduce taxes
  • B. To address immediate humanitarian needs and build long-term societal development while strengthening brand equity and stakeholder trust ✓
  • C. Only to avoid penalties from NGOs and activist groups
  • D. To replace the need for actual product quality and customer service

Answer: B — CSR serves dual purpose: immediate humanitarian aid plus long-term societal development, which collectively build powerful brand strength through stakeholder word-of-mouth and trust.

Flashcards

Define marketing in modern sense according to Kotler.

Marketing is a social process where individuals and groups obtain what they need and want through creating offerings and freely exchanging products and services of value with others.

What is the key difference between selling and marketing?

Selling is pushing the product to customers after production, while marketing is identifying customer needs before production and continues long after the sale for relationship building.

What is a 'need' in marketing context?

A need is a state of felt deprivation or feeling of being deprived of something basic that leaves a person unhappy if unsatisfied (e.g., hunger, shelter).

What is a 'want' in marketing context?

A want is a culturally defined object or service that satisfies a basic need and varies based on culture, personality, and religion (e.g., dosa for South Indians, chapatti for North Indians).

Define 'market' in modern marketing sense.

A market is a set of all actual and potential buyers of a product or service, not limited to a physical place.

Name two marketing activities that occur before actual production starts.

Identification of customer needs and collection of information for developing the product are performed before production begins.

What are the two broad categories of corporate social responsibility mentioned?

First category: instant humanitarian aid (nutrition, child care, disaster relief); Second category: long-term development (education, health, environment, women empowerment, poverty eradication).

What activities are included in the term 'marketing activities'?

Marketing activities include product designing, packaging, warehousing, transportation, branding, selling, advertising, pricing, and all other activities directing goods and services from producers to consumers.

Why does a company's survival depend on more than just consumers?

A company's survival depends on diverse stakeholders like government, religious leaders, social activists, NGOs, and media who influence brand power through word-of-mouth and support.

What is the primary focus of the marketing process?

The primary focus of marketing is to satisfy the needs and wants of individuals and organizations through creating and exchanging value.

Important Board Questions

Distinguish between 'need' and 'want' with one example of each. [2 marks]

Need = basic universal deprivation (e.g., hunger); Want = culturally shaped object satisfying that need (e.g., dosa for one culture, chapatti for another). Ensure one example shows same need, different wants across cultures.

Explain why marketing is NOT the same as selling. List any three activities that marketing includes which selling does not cover, with brief reasons. [5 marks]

Define selling as post-production push; define marketing as complete process before, during, and after production. Three activities: (1) Need identification (starts before production), (2) Packaging/branding (pre-production), (3) Customer follow-up (post-sale). For each, state why selling ignores it.

Case Study: A fashion company launches eco-friendly clothing using recycled materials. It partners with environmental NGOs, educates customers on sustainability, and donates 5% profits to reforestation. Analyze how this marketing strategy goes beyond just selling products and builds brand strength. Explain the role of diverse stakeholders and corporate social responsibility in this context. [6 marks]

Identify: (1) Marketing activities before sale (design, messaging, partnerships), (2) CSR categories (long-term: environment + education), (3) Stakeholders (NGOs, media, conscious consumers), (4) Brand equity building through social values. Show how stakeholder trust and word-of-mouth create sustainable competitive advantage beyond transaction value.

Assertion-Reason Questions for Marketing Management

Q1. Assertion (A):

Marketing includes activities performed before a product is manufactured, such as identifying customer needs and designing suitable packages.

Reason (R):

The chapter explicitly states that marketing is not merely a post-production activity but encompasses activities performed even before goods are produced.

Answer: A — Both A and R are true, and R is the correct explanation of A — Both the assertion and reason are true, and the reason correctly explains why the assertion is accurate. The chapter provides this as the foundational distinction between modern marketing and the old selling concept.

Q2. Assertion (A):

A 'need' in marketing is a culturally-defined object that serves as a potential satisfier of basic human deprivation.

Reason (R):

Needs are shaped by culture, personality, and religion, making them different across societies and individuals.

Answer: D — A is false but R is true — The assertion is false—it reverses the definitions. A 'want' (not need) is culturally-defined. While the reason correctly describes what shapes wants, it does not correctly explain the assertion. Both the assertion and reason are therefore false.

Q3. Assertion (A):

In the modern marketing concept, 'market' refers to a set of actual and potential buyers of a product or service.

Reason (R):

This definition emphasizes that the market includes not just those who have already purchased, but also those who might be willing to exchange value for the product.

Answer: B — Both A and R are true, but R is NOT the correct explanation of A — Both the assertion and reason are true. The assertion correctly states the modern marketing definition. However, the reason, while true, is more of a restatement or elaboration rather than an explanation of why this definition is used. The reason doesn't explain the underlying purpose or advantage of this definition.

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Case-Based Questions (CBQ) for Marketing Management

Case Study:

Nestlé India launched a product innovation focused on understanding regional taste preferences. Before manufacturing fortified breakfast cereals, the company conducted extensive market research across different states. In North India, consumers wanted whole grains with a savory taste, while South Indian consumers preferred fortified cereals with a slightly sweet taste. Nestlé adjusted its product formulation, packaging design, and pricing for each region. The company also invested in understanding the storage conditions in different regions and designed packaging accordingly. Post-launch, Nestlé continued monitoring customer feedback through surveys and retail interactions to improve the product continuously.

Q1. According to the chapter, which marketing activities did Nestlé perform BEFORE manufacturing the cereals?

  • A. Only pricing and advertising decisions
  • B. Identifying customer needs through market research, understanding regional preferences, and designing product formulations ✓
  • C. Only product manufacturing based on existing demand
  • D. Retail distribution and point-of-sale promotions

Answer: B

Q2. How does Nestlé's approach of creating different product variants for North and South India demonstrate the concept of 'needs' versus 'wants' discussed in the chapter?

  • A. Both regions have the same need for nutrition, but different wants shaped by regional culture and taste preferences ✓
  • B. North India has wants while South India has needs
  • C. Needs and wants are identical, so product variation is unnecessary
  • D. Only wants matter; needs are irrelevant for consumer products

Answer: A

Q3. Which of the following statements about Nestlé's activities is INCORRECT according to the chapter's definition of marketing?

  • A. Pre-launch market research and needs identification are marketing activities
  • B. Product formulation and packaging design are marketing activities
  • C. Post-launch customer feedback collection is a marketing activity
  • D. Manufacturing the cereals in the factory is a core marketing activity equal to design and research ✓

Answer: D

Q4. Nestlé's investment in understanding regional storage conditions and designing packaging accordingly represents which of the following?

  • A. A production-centric approach focused only on cost minimization
  • B. A marketing activity aimed at understanding customer needs and creating value through product adaptation ✓
  • C. An irrelevant activity unrelated to the marketing concept
  • D. A regulatory compliance activity mandated by the government

Answer: B

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Previous Year Questions (PYQ) for Marketing Management

Real CBSE board exam questions from past papers — free to attempt.

CBSE 2026 · Set 66/2/1 · 1 mark

'Lima' is a global sportswear brand known for shoes, apparel and sports accessories. Customers can recognize Lima's shoes, t-shirts and bags just by seeing the tiger symbol imprinted on all Lima's products. Lima has legally registered both its name 'Lima' and its tiger symbol so that no other company can legally use the same or similar design in their sportswear. The tiger symbol is Lima's:

  • Brand name
  • Brand mark
  • Trade mark
  • Both Brand mark and Trade mark

CBSE 2026 · Set 66/2/1 · 4 marks

Aditya owned a skincare company named 'Nat-Ayur'. In July, 2025, he decided to launch a new herbal face cream in the market using traditional herbs like turmeric, sandalwood, neem, aloe vera, saffron etc. The total cost of producing, packaging, distributing and selling the cream came to ` 60 per tube. 'Nat-Ayur' decided that this would be the minimum price to cover the cost. They wanted to earn a fair margin of profit too. For this 'Nat-Ayur' conducted a survey and found that the expected demand would be high. Customers were ready to pay more for herbal and chemical free products. They also found that many face creams with similar features are available in the market priced between ` 80 to ` 120. To compete effectively, 'Nat-Ayur' decided to price the cream at ` 99 to attract the customers while offering better benefits. To add value to the product 'Nat-Ayur' invested in eco-friendly packaging, free home delivery and on-line advertisements. This uniqueness gives 'Nat-Ayur' a competitive freedom in fixing price of its cream. Identify and explain any two factors that were taken into consideration by 'Nat-Ayur' for determining the price of their herbal face cream.

CBSE 2026 · Set 66/2/1 · 4 marks

'Priya Motors', a motorbike manufacturing company, launched a new model of bike in the market named 'Moto Glide III'. The company planned carefully to make this bike appeal to young riders. The design team focused on making the bike attractive and stylish to the target customers, primarily the youth. They gave it a sleek body, sharp headlights and a digital speedometer. The design made the bike not just look good but also improved its aerodynamics and fuel efficiency. This helped the company stand out from other brands, thereby getting a competitive edge. The company followed strict quality standards in making each part of the bike which helped in achieving uniformity and consistency in output. 'Priya Motors' also offered different versions of bike with different prices based on features like Bluetooth connectivity, colour options etc. Identify and explain two functions of marketing discussed above.

CBSE 2026 · Set 66/2/3 · 1 mark

'Lima' is a global sportswear brand known for shoes, apparel and sports accessories. Customers can recognize Lima's shoes, t-shirts and bags just by seeing the tiger symbol imprinted on all Lima's products. Lima has legally registered both its name 'Lima' and its tiger symbol so that no other company can legally use the same or similar design in their sportswear. The tiger symbol is Lima's :

  • Brand name
  • Brand mark
  • Trade mark
  • Both Brand mark and Trade mark

CBSE 2026 · Set 66/1/1 · 1 mark

Sudha is a corporate executive and has to attend a felicitation function to be held in her office tomorrow. So she decides to colour her hair. On recommendation of her friend, she purchased 'NATURO' hair colour. After reading essential details such as shade, its ingredients, usage instructions and expiry date mentioned on the box, Sudha opened the box. She took out the colour tube and developer bottle from the box and threw away the box. The level of packaging of box thrown away by Sudha was:

  • Primary packaging
  • Transportation packaging
  • Secondary packaging
  • General packaging

CBSE 2026 · Set 66/1/1 · 4 marks

'Eco Care', a start-up, plans to launch a reusable water bottle for environmentally conscious millennials and Gen Z. For this, they conducted a market research to identify the needs of the customers so that an informed decision could be taken for successful marketing of the product. They wanted to work carefully on the design to make the bottle attractive to the target customers. On the basis of consumer views and opinions, they developed a stylish stainless steel bottle with double wall insulation to keep beverages cold for 24 hours, giving it a competitive advantage in the market. They named the bottle 'Eco-Sip' creating a brand identity focused on sustainability and simplicity. It would also help in product differentiation. The packaging was made using hundred percent recyclable cardboard, with details of sustainability, features, price etc. printed on it. State the four functions of marketing that are carried out by 'Eco Care' in the above case.

CBSE 2026 · Set 66/1/1 · 6 marks

Explain the following elements of Marketing Mix: (i) Product (ii) Price (iii) Promotion

CBSE 2026 · Set 66/1/2 · 6 marks

(a) Explain the following tools of promotion mix: (i) Advertising (ii) Personal selling (iii) Sales-promotion

CBSE 2026 · Set 66/1/3 · 4 marks

Eco Care, a start-up, plans to launch a reusable water bottle for environmentally conscious millennials and Gen Z. For this, they conducted a market research to identify the needs of the customers so that an informed decision could be taken for successful marketing of the product. They wanted to work carefully on the design to make the bottle attractive to the target customers. On the basis of consumer views and opinions, they developed a stylish stainless steel bottle with double wall insulation to keep beverages cold for 24 hours, giving it a competitive advantage in the market. They named the bottle Eco-Sip creating a brand identity focused on sustainability and simplicity. It would also help in product differentiation. The packaging was made using hundred percent recyclable cardboard, with details of sustainability, features, price etc. printed on it. State the four functions of marketing that are carried out by Eco Care in the above case.

CBSE 2026 · Set 66/1/3 · 6 marks

(a) Explain the following factors affecting the determination of price of a product: (i) Product cost (ii) The utility and demand (iii) Extent of competition in the market

CBSE 2026 · Set 66/3/1 · 1 mark

On Raksha Bandhan, Reena received a gift from her brother. After removing the gift wrap paper, she saw a decorative cardboard box. Inside the box, she found a small glass bottle containing an expensive face cream. Both the decorative cardboard box and the glass bottle had a beautiful label displaying the brand name, ingredients, expiry date, etc. Which level of packaging does the glass bottle represent?

  • Primary packaging
  • Transportation packaging
  • Secondary packaging
  • General packaging

CBSE 2026 · Set 66/3/1 · 3 marks

'KUL', an eco-friendly stationery brand is expanding its business in three different markets. For this, it uses different promotional strategies in each market. In the corporate gifting market, the company appoints salespersons to contact prospective corporate clients and create awareness about its eco-friendly stationery with the aim of making a sale. In the international market, the company focuses on managing public opinion and building a positive image for its product. It disseminates information and builds goodwill about the business. In the domestic retail market, the company offers cash discounts, free gifts, etc. to encourage the buyers to make immediate purchase of its product. Identify and state three different promotion tools used by 'KUL' to expand its business in each of the markets.

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