Case Study Chapter 11 Marketing Management

Please refer to Chapter 11 Marketing Management Case Study Questions with answers provided below. We have provided Case Study Questions for Class 12 Business Studies for all chapters as per CBSE, NCERT and KVS examination guidelines. These case based questions are expected to come in your exams this year. Please practise these case study based Class 12 Business Studies Questions and answers to get more marks in examinations.

Case Study Questions Chapter 11 Marketing Management

Read the source given below and answer the following questions :
Yamuna Prasad, a small shopkeeper in Bikaner, Rajasthan used to sell the famous ‘Bhujia- Sev’. It was a quick selling product for locals and foreign tourists. His second generation expanded the business and got ‘Yamuna Ki Bhujia’ registered with concerned authorities. Gradually the brand offered a wide range of products to its customers like namkeen, sweets, bakery items etc. However, ‘Bhujia-Sev’ remained the most popular product of the brand creating maximum revenue. ‘Yamuna Ki Bhujia’ offered its products at competitive prices even while offering customer services like gift packaging and free home delivery to become a household name. Now it has virtually become a synonym for bhujia-sev in the market, so much so, that people ask for ‘Yamuna Ki Bhujia’ instead of bhujia-sev. ‘Yamuna Ki Bhujia’ has developed a strong distribution network in India and abroad by setting up retail outlets and reaching out to the customer through internet selling. Promotion of the brand had always been low profile, till the increase in competition pushed it to hire the services of a professional dvertising agency, VIGYAPAN PVT. LTD for promoting the product. On the advice of VIGYAPAN PVT. LTD, ‘Yamuna Ki Bhujia’ has also worked upon managing public opinion by developing relations with the masses through sponsoring cultural and sporting events, maintenance of public parks, etc.

Questions :

Question. ‘Yamuna Ki Bhujia’ offered its products at competitive prices even while offering customer services like gift packaging and free home delivery to become a household name. Identify the factor affecting the element of marketing mix being discussed above.
(a) Marketing methods used
(b) Objectives
(c) Extent of competition in the market
(d) Product cost

Question. On the advice of VIGYAPAN PVT. LTD, ‘Yamuna Ki Bhujia’ has also worked upon managing public opinion by developing relation with the masses through sponsoring cultural and sporting events, maintenance of public parks etc. Name the department in the organisation which is generally responsible for performing the above important task of managing public opinion.
(a) Marketing department
(b) A separate department created in the firm for the purpose
(c) An outside agency
(d) Any of the above

Question. ‘Yamuna Ki Bhujia’ has developed a strong distribution network in India and abroad by setting up retail outlets and reaching out to the customer through internet selling. Identify the decision related to the element of marketing mix being discussed above.
(a) Storing and assorting products in order to create time utility
(b) Regarding the channels or using intermediaries
(c) Both (a) and (b)
(d) One regarding branding, packaging and labelling

Question. ‘His second generation expanded the business and got ‘Yamuna Ki Bhujia’ registered with concerned authorities.’ With reference to the given text ‘Yamuna ki Bhujia’ is a _______________ giving it a legal protection against its use by anyone else.
(a) Brand value
(b) Trademark
(c) Trait mark
(d) Brand mark

Read the source given below and answer the following questions :
Since childhood Niru and Janak had been watching their grandmother procuring wheat from the market, washing it well, drying it and getting it converted into atta. They conducted a survey to collect data to identify whether there is demand for readymade atta and realised that with the growing number of working women, it is the need of the hour to manufacture high quality atta. They named their product ‘Srijan’ and set up ‘Srijan Atta Factory’ at Jaunpur Village. To penetrate in the market, they decided to keep the price low. For maintaining smooth flow of their product into the market and avoiding delays in delivery, it was decided to store wheat at SKM Services which had scientific processes and logistics facilitating quick delivery. They also set up an online complaint portal to take care of consumer grievances.

Questions :

Question. Identify the function when they decided to store their product.
(a) Transport
(b) Labelling
(c) Branding
(d) Warehousing

Question. Identify the marketing function which they are performing by setting an online complaint portal.
(a) Labelling
(b) Customer Support Service
(c) Transport
(d) Branding

Question. Identify the function due to which they gave a name to their product.
(a) Branding
(b) Transport
(c) Designing of Product
(d) Labelling

Question. Identify the marketing function performed by conducting survey to collect data.
(a) Transport
(b) Warehousing
(c) Gathering and Analysing information
(d) None of the above

Read the source given below and answer the following questions :
Recently, prices of perfumes, which are one of the major ingredients of agarbattis, have gone up substantially. Since there is keen Competition in the agarbatti market, no manufacturer increased the price of agarbattis. In turn, most of the manufacturer opted to reduce the quantity of perfumes in agarbattis to cut their cost of production. This has resulted in decreased quality of agarbattis though their prices have not changed. In order to overcome this problem, Garden Ltd. introduced a new set of agarbattis under the brand name Khushboo. Khushboo agarbattis captured the agarbattis market very quickly.

Questions :

Question. Identify the factor of price element, which did not allow the businessmen to increase the price of agarbatti.
(a) Pricing objective
(b) Demand and utility
(c) Cost
(d) Competition

Question. ‘Khushboo’ brand name suggests that the agarbatti will spread Khushboo everywhere, this is related to which feature of branding?
(a) Short and simple
(b) Suggestive
(c) Unique
(d) Easy to pronounce

Question. Identify the two elements of marketing mix referred in above case.
(a) Product, Price
(b) Price, Place
(c) Place, Promotion
(d) Product, Promotion

Question. Identify the product-related issue involved in the above case.
(a) Branding
(b) Packaging
(c) Labelling
(d) None of the above

Read the source given below and answer the following questions :
ITC started its business with Jobaico Industry, later on it entered in hotel industry, consumer goods industry, stationery, etc. ITC assured quality to customer and kept company’s name as its identity. This helps the customers in product identification and hence ensured quality. It also builds up their confidence and helps in increasing their level of satisfaction. Answer the following MCQs by choosing the most appropriate option.

Questions :

Question. The concept used by ITC to use company’s name as its identity is known as
(a) Labelling
(b) Packaging
(c) Branding
(d) None of the above

Question. The other element of marketing mix which helps to generate revenue is
(a) Product mix
(b) Price mix
(c) Place mix
(d) Pomotion mix

Question. Name the element of marketing mix referred in the above para.
(a) Product mix
(b) Price mix
(c) Place mix
(d) Promotion mix

Question. Name the element of product mix which assures providing complete information regarding contents of products.
(a) Branding
(b) Packaging
(c) Labelling
(d) None of the above

Read the source given below and answer the following questions :
As a project work in Business Studies subject, the Commerce students of ‘Knowledge School’ thought of setting up a recycling plant to recycle all the waste papers from the school and prepare registers and exercise books to be used by the school students. They approached their Principal who not only appreciated the idea of the students but also gave them consent for the same. The school also decided to donate 50% of the revenue generated from the sale of registers and exercise books to a nearby blind school.

Questions :

Question. State the project related decision which acts as silent salesman.
(a) Branding
(b) Labelling
(c) Packaging
(d) None of the above

Question. By donating 50% of revenue to nearby blind school, they are following which marketing philosophy?
(a) Product concept
(b) Production concept
(c) Marketing concept
(d) Societal concept

Question. Suggest the element of marketing mix which can be used to increase the sale of registers.
(a) Product mix
(b) Price mix
(c) Place mix
(d) Promotion mix

Question. Which element of product mix helps in grading of product ?
(a) Branding
(b) Labelling
(c) Pricing
(d) Promotion

Read the source given below and answer the following questions :
After acquiring the necessary knowledge and skills on starting an Aloevera Farm, 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 the 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 they are required to pay. The consumers will be ready to buy a product when they perceived that the value of the product is at least 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.

Questions :

Question. The company decided to add unique features to the packaging and also decided to provide free home delivery of the products. Identify the factor which is related to this statement.
(a) Product cost
(b) Extent of competition
(c) Marketing methods used
(d) Pricing objectives

Question. Name the concept discussed in above para.
(a) Product
(b) Price
(c) Place
(d) Promotion

Question. The element used in above case study generates ___________ for the company.
(a) goodwill
(b) revenue
(c) both (a) and (b)
(d) none of the above

Question. “The consumers will be ready to buy a product to the value of money they are required to pay…… which they would pay”. State the factor related to this statement.
(a) Price objective
(b) Product cost
(c) Extent of competition
(d) Customer’s demand and utility

Read the source given below and answer the following questions :
Soloni intends to start an enterprise that produces chocolates. Initially in order to assess the taste and preferences of the people about chocolates, she used social media and online surveys. Thereafter she prepared a detailed SWOT analysis of her enterprise to devise a strategy that will give her an edge over competitor. Based on her analysis of the market she planned another segment of Chocolate called ‘Desi delight’. She planned to fix up the price of chocolate relatively lower in beginning and increasing later on when demand pricks.

Questions :

Question. Identify the elements of marketing mix being discussed in above para.
(a) Product and Price
(b) Price and Place
(c) Place and Promotion
(d) Production and Promotion

Question. By preparing SWOT analysis she is performing which function of marketing?
(a) Market Research
(b) Standardisation/Grading
(c) Market Planning
(d) Branding

Question. By fixing the lower price Saloni is following which marketing philosophy?
(a) Product concept
(b) Production concept
(c) Selling concept
(d) Marketing concept

Question. ‘Desi Delight’ is
(a) Brand name
(b) Brand mark
(c) Brand
(d) None of the above

Read the source given below and answer the following questions :
Ginika, Tanish and Rohit were friends from college days and now they are 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 of such meetings, Ginika drew the attention of Tanish and Rohit towards the exploitation of consumers. She 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, whereas she was not doing so. Tanish 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. Rohit stressed that a company cannot achieve its objectives without understanding 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 to them by the society. He further stated that he himself was taking into consideration the needs of the customers.

Questions :

Question. Marketing concept focuses on
(a) Reduction in price
(b) Customer satisfaction
(c) Quality
(d) Society

Question. The concept which focuses on last scale production and reduction in prices is
(a) Production concept
(b) Product concept
(c) Selling concept
(d) Marketing concept

Question. The thinking of Ginika is related to which philosophy of marketing?
(a) Product concept
(b) Production concept
(c) Marketing concept
(d) Societal concept

Question. Tanish’s thinking style is related to
(a) Product concept
(b) Selling concept
(c) Marketing concept
(d) Production concept

Read the source given below and answer the following questions :
“Time Line” watch manufacturing company is a renowned company marketing watches. It performs various activities like, market analysis, product designing or merchandising, packaging, warehousing, branding, pricing, promotion and selling. The company maintains good customer relations through various follow up activities. This helps the company in procuring repeat sales orders.

Questions :

Question. Name the concept related to the activities mentioned in the above paragraph.
(a) Marketing
(b) Selling
(c) Industry
(d) Packaging

Question. Which concept of marketing is used to develop good relations with customers?
(a) Branding
(b) sales promotion
(c) labeling
(d) public relation

Read the source given below and answer the following questions :
“Every time I travelled, people asked me to bring them chips, khakra and pickles from all over the country,” says Anoushka. Finally, she and her colleague, Sumeet, decided to make a business out of it. They launched a Facebook page, asked people what they wanted, and they came up with a list of about 100 places and tied-up with two dozen vendors to begin with. They were servicing people from Jaipur who wanted spices from Kerala, people from Panipat who wanted halwa from Jammu and people from Delhi who ordered fresh tea leaves from Darjeeling. Through their business, they wished to bridge the gap between sellers and buyers. The business is now worth millions.

Questions :

Question. Which function of marketing was performed by both friends while acquiring information about people’s choice through facebook page?
(a) Gathering and analysing marketing information
(b) Marketing planning
(c) Branding
(d) None of these.

Question. Which promotional tool is suitable for them
(a) Advertising
(b) Personal selling
(c) Publicity
(d) Sales promotion.

Question. Important element of marketing mix that Anouskha and Sumeet will have to be involved in for making the goods available to customers at the right place, in the right quantity and at the right time is:
(a) Product
(b) Price
(c) Promotion
(d) Place.

Read the source given below and answer the following questions :
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 in the 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 the Internt to gather customers’ views and opinions. She found that there was a huge demand for packaged organic rice. She knew that there were no predetermined specifications in case of rice because of which it was 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 wouldhelp her in product differentiation.

Questions :

Question. Radhika has given a special name to her product, what does this name refer to?
(a) Brand name
(b) Brand Mark
(c) Generic name
(d) Trade mark

Question. Radhika has classified her product into different varieties, which function of marketing has been performed by Radhika in this step?
(a) Gathering and analysing marketing information
(b) Standardisation and Grading
(c) Product designing and development
(d) None of these

Question. Radhika’s father suggested her to use internet for acquiring information about people’s taste and preferences. Why is it necessary to know about taste and preferences of customers in marketing
(a) It is essence of marketing
(b) Customers are required for profit making.
(c) Customer is called king of market
(d) Customer satisfaction is main objective of marketing. 

Read the source given below and answer the following questions :
Haryaram is a famous chain selling a large variety of products in the Indian market. Their products include chips, biscuits, sweets and squashes. It charges a comparatively higher price than its competitors as it sells quality products. Besides, it offers regular discounts to its customers and easy credit terms to its retailers. It has five of its own retail shops. It also sells its products through various grocery stores so that the products are made available to customers at the right place, in the right quantity and at the right time. It regularly uses different communication tools to increase its sales.

Questions :

Question. Which type of products are sold by Haryaram?
(a) Consumer goods
(b) Producer goods
(c) Services
(d) None of the above.

Question. Which philosophy of marketing management is being used by Haryaram?
(a) Production concept
(b) Product concept
(c) Selling concept
(d) Marketing concept

Question. Which promotional tool is being used by offering discounts to customers ?
(a) Advertising
(b) Personal selling
(c) Sales promotion
(d) Public relations

Question. Haryaramis selling goods through grocery store, which channel of distribution is being used by Haryaram?
(a) Direct channel
(b) One level
(c) Two level
(d) None of these

Read the source given below and answer the following questions :
As a project work in Business Studies, the Commerce students of Himachal Public School, Himachal Pradesh thought of preparing apple jam from the apples grown in their school premises and sell it in the school annual fete. They approached the Principal who not only appreciated the students but also gave her consent for the same. The school decided to donate 50% of the revenue generated from the sale to a nearby orphanage. After the school fete, the school also decided to extend this project by providing employment to visually challenged and disadvantaged sections of society on regular basis

Questions :

Question. Product-related decisions which the students had to take to identify product in the market:
(a) Branding
(b) labelling
(c) packaging
(d) None of these

Question. Label of jam should be:
(a) Brand label
(b) Grade label
(c) Descriptive label
(d) None of the above

Read the source given below and answer the following questions :
Unilever has found a new way to make ice creams by using an ingredient called ‘ice structuring protein’ which is widely found in nature especially, in fishes which allows them to survive in freezing arctic waters. Combining ISP with stabiliser technology allows to make ice creams that don’t melt so easily thereby making it more convenient for small children and consumers in hot countries. In the context of above case:

Questions :

Question. The component of marketing mix being taken into consideration by the company.
(a) Product
(b) price
(c) place
(d) promotion.

Question. The function of marketing highlighted here.
(a) Gathering and analysing marketing information
(b) Marketing planning
(c) Product designing and development
(d) Branding.

Read the source given below and answer the following questions :
In today’s world, through social media, news spread in a flash. Moreover, if it is bad news, it acquires a speed that is virtually impossible to stop. Hence, all corporates are more susceptible to a tarnished image today than in any other day and age. The loss of goodwill may lead to decreased revenue, loss of clients or suppliers and fall in market share. Over the years, therefore, most of the companies have set up a separate department to manage the public opinions about them. The department works in close coordination with the various interest groups like consumers, government, suppliers etc. and strives to handle effectively if any controversies arise. In the context of above case:

Questions :

Question. Identify the element of promotion mix being referred to in the above lines.
(a) Advertising
(b) Publicity
(c) Personal selling
(d) Public relations

Question. Which department is formed for this promotional tool?
(a) Marketing department
(b) Finance department
(c) Human resource department
(d) Public relations department.