CHAPTER – 11

MARKETING MANAGEMENT

Market: is used for a place where the buyers and sellers meet and conduct
buying and selling activities. In the traditional sense, the market means a place
where buyers and sellers gather to enter into transaction involving the exchange
of goods and services but today business can be conducted on telephone,
through mail, internet etc. In modern marketing sense the term market has a
broad meaning. It refers to a set of actual and potential buyers of a product or
service.

Marketer or Seller: If a customer is the seeker of satisfaction the marketer is

the provider of satisfaction. Marketer can be a person or an organisation who
makes available the products or services and offers them to the customer with
an intention of satisfying the customer needs and wants.

Marketing

Marketing is a social process whereby people exchange goods & service for
money or for something of value to them. Anything that is of value to the other
can be marketed e.g.

1. Physical Products - T.V., Mobile phone etc.

2. Services - Insurance, education etc.
3. Person - Selection for different posts.
4. Place-visit - Agra, Taj Mahal, etc.
5. Events - Fashion show, Films Festivals

Important Features of Marketing

1. Needs and wants:

Need: A state of felt deprivation or feeling of being deprived of something.

Want: Culturally defined object that is potential satisfier of need.
 Marketer’s Job: Identify needs and fulfil them.

2. Creating a market offering : Complete offer for a product of service.

3. Customer value : greatest benefit or value for the money.

4. Exchange mechanism : Exchange of products/services for money/for

something of value to them.

Q. Name the social process by which individuals and groups obtain what
they need and want through creating offers.

Meaning and concept of Marketing Management

Marketing management means management of the marketing functions. It is

the process of organising, directing and controlling the activities related to
marketing of goods and services to satisfy customers’ needs & achieve
organisational goals.

Thus, marketing management process involves:

1. Choosing a target market: e.g., a manufacturer may choose to make

ready-made garments upto the age of 5 years for children.

2. Creating demand and attracting more customers in target market :

To increase the number of customers by analysing their needs, wants etc.

3. Creating superior value: To make the product better than competitors

products for customers.
Meaning and Concept of Marketing and Selling
Marketing is a wide term. It refers to a large set of activities of which selling is
just one part. A marketer before making the sale does a lot of other activities
such as planning the type, design of the product, the price and selecting the
distribution outlets at which the same would be available.

Selling: Refers to the sale of goods or service through publicity, promotion and
salesmanship. The title of the product is transferred from seller to buyer. The
entire focus in selling is to convert the products into cash.
 Difference between Selling & Marketing

Basis Selling Marketing

1. Scope It is only a part of It is a wide term consisting of
process of marketing. a number of activities such
as identification, customers
need etc.
2. Focus Transfer of the title Achieving maximum
from seller to satisfaction of customer’s
consumer. needs and wants.
3. Pre-dominance Product is given Customer is treated as
priority the king
4. Aim Profits through sales Profits through customer
volume satisfaction.
5. Emphasis Bending the customer To develop the products
according to the as per the customers’
product. needs.
6. Strategies Promotion and Integrated marketing
persuation. efforts.

Marketing Management Philosophies

1. Production concept: Emphasis on Quantity

Focus: Availability and Affordability.
2. Product Concept: Emphasis on Quality
Focus: Continuously improving quality, incorporating new factors, product
improvement.
3. Sales Concept: Emphasis on Sales volume
Focus: Attracting and persuading customers, aggressive promotional
techniques.
4. Marketing Concept: Identify a need and fill it.
Focus: Customer satisfaction
5. Societal Marketing Concept: Extension of marketing concept i.e.
customer satisfaction with welfare of the society
Consider social, ethical and ecological aspects of marketing.
 Differences in the Marketing Management Philosophies

Philosophies/ Production Product Selling Marketing Societal

Bases Concept Concept Concept Concept Concept

1. Starting Point Factory Factory Factory Market Market

Society

2. Main Focus Quantity of Quality, Existing Customer Customer

product performance, product needs needs and
features of society’s
product well being
Product

3. Means Availability improvements Selling Integrated Integrated

and and marketing marketing
affordability promotion
of product

4. Ends Profit Profit through Profit Profit Profit

through product quality through through through
volume of sales customer customer
satisfaction satisfaction
production volume
and society
welfare

Q. Raman, Joginder, John, Iqbal and Shreya are friends. They are
operating different business. Each one has his/her own concept
regarding operating their business.

Raman believes in producing products at a large scale. Thereby

decreasing the average cost of the products and selling it at a
reasonable price.

Joginder focuses on providing best quality products because he

believes that a customer always wishes to buy a good quality product.
The price of the product is secondary, John is of the belief that most
important aspect of business is sales and so he undertakes aggressive
selling & promotional effort.

Iqbal believes that his firm can achieve its goals only by identifying the
needs of the customer & satisfying them better than the competitors.
 Shreya on the other hand feels that her firm has a responsibility towards
the society as well. So she provides customer satisfaction along with
using techniques which are environmental friendly.

a) What are the Marketing concepts followed by each of them?

b) Raman’s concept is successful for him because he is into manufacturing

& selling iodised salt under the brand ‘Healthy salt, this product has a
ready market and vast consumer base, also the products is standarised
so he can focus on production at a large to cut down the cost per unit.
Write any business which can be successfully run by the others using
their concepts.
(Joginder-, John-, Iqbal-, Shreya )

Functions of Marketing/Marketing activities

1. Marketing research : Gathering and analyzing marketing information i.e.

what the customers want to buy, when they are likely to buy, in what
quantities do they buy, from where do they buy etc.

2. Marketing planning: Specific plan for increasing the level of production,

promotion of the products etc. and specify the action programmes to
achieve these objectives.

3. Product designing and development: Marketer must take decision like,

what-product, which model/size?, brand name?, Packaging?, quality
level? So that Customer needs are satisfied

4. Standardisation and Grading: Standardisation refers to producing

goods of predetermined specifications which help in uniformity and
consistency. It reduces the need of inspection, testing and evaluating the
products.

Grading refers to the process of classifying the products into different

groups. Grading is done for goods which cannot be produced according
to predetermined specifications i.e. agricultural products.
5. Packaging/Labelling: designing the package for the product and put
label on the package.

6. Branding: Creating a distinct identity of the product from that of

competitors e.g. Videocon washing machine, Usha Fans, Lux Soap etc.

7. Pricing of products: setting pricing objectives, determining pricing

strategies, price level etc.

8. Customer support service: After sales services.

9. Promotion: Informing the customer about the product and persuading the
customer to buy the product.

10. Physical distribution: Decision regarding channels of distribution and

physical movement of products.

11. Transportation: Physical movement of goods.

12. Storage and Warehousing: Necessary to maintain smooth flow of

production and supply.

Q.1 Which function of marketing requires gathering & analysis of marketing

information?
Q.2 Before buying a thing a customer analyses its cost and the satisfaction
that he is to get from it. He will buy the thing only when he feels that its
satisfaction will be more than its cost. Seller is to make the thing while
keeping in mind this tendency of the buyer. A seller, who does not pay
heed to the importance that the buyer gives to the product, certainly lags
behind in competition.

Which feature of marketing has been highlighted in the above paragraph?

(1)

Marketing mix

A set of marketing tools used by a firm to pursue its marketing objectives in a

target market. Product, Price, Place and Promotion are the important elements
of marketing mix which are popularly known as Four P’s of marketing.
Elements of Marketing Mix

I- PRODUCT MIX

Meaning and Concept of Product: Product is anything that can be offered to

a market to satisfy a want or need.

Product mix refers to a combination of various features relating to the product

or service like quality, size, range, package, warranty etc.

PRODUCT MIX – Three components are - Branding, Packaging, Labelling.

1. Branding- Giving a name/a sign; a symbol etc. to a product eg.:

Pepsi.

Nike:

BRANDING
Distinct Identication of a Product

Brand

Brand Name

Brand Mark

Trade Mark/Brand registered under Trade Mark Act, 1999 with Government of India

Qualities of a Good Brand Name

1. Simple and Short : A brand name should be simple and short as Tata,
Bata
2. Easily Pronounceable : A brand names should be easily pronounceable
as Lux, Dalda.
3. Suggestive : Brand name should be self explanatory, suggesting the
inherent quality of the product as Ujjala suggests more whiteness.
4. Distinctive: Brand name should be so distinctive that it highlights itself in
the group of other brand names such as : Tide, Perk.

Advantages of Branding

1. Brand name helps in advertising it in an easier way.

2. Brand name establishes permanent identity of the product.

3. Branded products can be easily identified by consumers.

4. Brand name promotes repurchasing.

5. Branding ensures a particular level of quality of the product: If there

is any deviation in the quality the customers can make a complaint to the
manufacturer.

Q.1 You have come up with a brand name ‘Yummy Yummy’ for your noodles
brand. What qualities do you think are associated with it?

Q2. State the advantage of registering ‘trade mark’.

2. Packaging- Act of designing and producing the container or wrapper of

a product. Good packaging often helps in selling the product so it is called
a silent salesman.

Levels of Packaging

1. Primary Package : refers to the product’s immediate container e.g. toffee

in a wrapper, a match box.

2. Secondary Package: refers to additional layers of protection that are kept

till the product is ready for use e.g. a Colgate toothpaste usually comes in
a card board box.

3. Transportation Package: refers to further packaging components

necessary for storage, identification and transportation e.g. package of
toffees are put into corrugated boxes for storing at a manufacturer’s
warehouse and for transportation.
 PACKAGING

Group of activities related to the designing

and production of the container in which
the product is packed.
it can be different levels:
Primary Packaging

Secondary Packaging

Transportation Packaging

Functions of Packaging

1. Product Identification: Packaging helps in identification of the product.

2. Product Protection: The main function of the packing is to provide

protection to the product from dirt, insects and breakage.

3. Convenience: It provides convenience in carriage, stocking and in

consumption.

4. Product Promotion: Packaging simplifies the work of sales promotion.

Advantages of Packaging

1. Rising standards of Health and Sanitation : The people are becoming

health conscious so they like to buy packed goods. The reason is that the
chances of adulteration in such goods are minimised.

2. Innovational Opportunity: With the increasing use of packaging more

innovational opportunity becomes available in this area for the researcher.

3. Product Differentiation: Packaging is helpful in creating product

differentiation. The colour, material and size of the package makes
differences in the quantity of the product.
Q. Which function of packaging is emphasized in case of Cadbury
chocolates by using purple packaging on all its chocolates? What
according to you are advantages of such packaging?

3. Labelling-

Labelling means putting identification marks on the package. Label is a carrier

of information & provides information like - name of the product, name of the
manufacturer, contents of the product, expiry and manufacturing date, general
information for use, weight etc.

Labels perform following functions:

1. Identify the product: - It helps the customers to identify the product from
the various types available. For example: We can easily identify a
Cadbury chocolate from the various chocolates by purple colour of its
label.

2. Describe the product and specify its contents:

The manufacturer prints all the information related to the product.

3. Grading of products: With the help of label, products can be graded in

different categories for example: Brook Bond Red Label, Brook Bond
Yellow Label, Green Label etc.
4. Helps in promotion of products :- Attractive and colourful labels excite the
customers and induce them to buy the products. For example :- 40% extra
free mentioned on detergent etc.

5. Providing information required by law :- There is legal compulsion to print

batch no., contents, max retail price, weight/volume on all the products
and statutory warning on the packet of cigarettes, “Smoking is injurious to
health”: In case of hazardous/poisonous material appropriate safety
warnings need to be put.

Q1. ‘An important task in the marketing of goods relates to designing the label
as it provides useful and detailed information about the products”. In the
light of this statement, draw a label for “Tea” and highlight the important
information to be provided on it. (3)

Q2. One manufacturer of electronic product produces such products which

need special care while using it. But the company has not given the
instructions to consumers. If you were the manager of the company what
steps you would take?

Q3. 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 manufacturers 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.

(a) Identify the product-related issue involved in the above case and explain
its three functions.

(b) Mention the value which Garden Ltd. adhered to in launching the new set
of agarbattis.
II. PRICE MIX

Meaning and concept of Price: Price may be defined as the amount of money
paid by a buyer (or received by a seller) in consideration of the purchase of a
product or a service. Pricing is crucial for manufacturers, customers and
intermediaries. A customer will buy a product only when he perceives that value
or a product is at least equal to value of money, which he has to pay in the form
of price. Before framing any pricing policy following factors should be
considered:

1. Pricing Objectives

(a) to maximise profits in the short term-tend to charge maximum

price.

(b) Obtain large share of the market i.e., by maximising sales it will
charge lower price.

(c) Firm is operating in the competitive market it may charge low price
for it.

2. Cost of Production : Needs to be fully realised before fixing prices.

3. Demand : High Demand and less supply may permit increase in price
while low demand and more supply may not allow increase in price.

4. Competition in Market : Prices of competitors need to be considered

before fixing prices.

5. Government Policies: Products regulated by government pricing

regulations need to be priced as per government policies.

Q. ABC Ltd. is introducing a new car in the market. What all factors shall it
considers while pricing the car?

III. Place Mix/Physical Distribution Mix

Covers all the activities required to physically move goods from

manufacturers to the customers Important activities include:-
1. Order Processing : Accurate & speedy order processing leads to profit
& goodwill & vice versa.

2. Transportation : Add value of the goods by moving them to the place

where they are required.

3. Inventory control : Additional demand can be met in less time, the need
for inventory will also be low.

4. Ware housing : Need arises to fill the gap between the time when the
product is produced & time when it is required for consumption.

Channels of Distribution

Direct Channel — Manufacturer-Customer

Indirect Channel —

1. Manufacturer-Retailer-Customer.

2. Manufacture-wholesaler-Retailer-customer.

3. Manufacture → Agent → Wholesaler → Retailer → Customer

Direct Channel

Factors Determining Choice of Channels of Distribution

Choice of appropriate channel of distribution is a very important marketing

decision, which affects the performance of an organisation. Whether the firm
will adopt direct marketing channels or long channels involving a no. of
intermediaries is a strategic decision.

Factors Determining Choice of Channels of Distribution

Market related Factors Product Related Factors Company related factor

1. Size of the market no 1. Nature of product 1. Financial strength of

of customers more technical (made to the company -
customers more order) direct selling. strong direct /own
intermediates channel - weak -
2. Perishable middleman required.
2. Geographical (direct/short)
concentration channels), Non 2. Degree of control
concentrated buyers- perishable -Long Greater control-
direct selling, spread Channels. Short / direct
customers more channel, less control
intermediaries. 3. The unit value of - long channels.
the product costly-
3. Size or order - i.e. direct selling, Low- 3. Management
quantity of purchase long channels. Sufficient knowledge
- direct selling &
Less - more 4. Products' Vice versa.
intermediaries Complexity
More - direct selling Complex products-
direct selling, Non-
Complex-long
Channels

Q. Simone, a budding entrepreneur wishes to operate a business of Flowers.

Since they are perishable in nature, she plans to open a flower shop so
that she can directly sell them to the customers. Being a small venture,
the number of consumers is also less. So she decides that the direct
channel of distribution is better. Her friend, Ankit is a manufacturer of gift.
Items. He is confused regarding the level of channel he should follow. Can
you guide him regarding the problem? Give points for support of yours
answer. (3)
 IV. Promotion Mix

It refers to combination of promotional tools used by an organisation to

communicate and persuade customers to buy its products.

Elements of Promotion Mix

Advertising Personal Selling

Promotion Mix

Sales Promotion Public Relation

Tools/Elements of Promotion Mix

1. Advertising: Most commonly used tool of promotion. It is an impersonal

form to communication, which is paid by the marketers (sponsors) to
promote goods and services. Common mediums are newspaper,
magazine, television & radio.

Role or Importance of Advertising

1. Enhancing customer satisfaction and confidence.

2. Helpful in increasing the demand of existing product.

3. Helpful to increase the market share.

4. Helpful in generating more employment.

5. Helpful in the economic development of the country.

6. Knowledge of various product.

7. No fear of exploitation.
Objections against Advertising : Though advertising is one of the most
frequently used medium of promotion of goods & services but it attracts a lot of
criticism/objections against it, which are as follows:

1. Increased Product Price : Which is ultimately added to product cost,

manufacturers pass this cost to ultimate customers.

2. Confusion to Customers : The number of advertisements shown for a

single product having different brands confuse the customers and it
becomes very difficult for them to make choice.

3. Encouraging sale of Inferior Products : In many cases some product

features are over emphasized.

4. Advertisement of Bad Tastes : Events, models degrade the human

dignity.

5. Undermines Social Values and Promotes Materialism: It induces the

customers to buy more and more products. Because of emphasis on
materialism, social relationships are distorted which brings social
disorder.

In the changed economic environment of globalisation, advertising is

considered as an important tool of marketing. It helps a firm in effectively
communicating with its target market, increasing the sale and thereby reducing
the per unit cost of production. It is not a social waste rather it adds value to the
social cause by giving a boost to production and generating employment.

Q.1 You have an advertising agency. A manufacturer of consumer product

like Soap, Tooth Paste has come to you to help him in promotion of his
products. Convince him how advertising can assist in giving boost to his
sales?

Q.2 You are participating in a school debate on the topic ‘Role of advertising
for the business & society. You have to speak against the topic i.e., on
negative fallouts/objections against advertising. Support your topic point
wise.
Q.3 A company makes false claims about getting power from drinking soft
drink. What values are lacking in the company?
Q.4 A commercial unit uses rocks, trees, electric poles, historical
managements and walls to advertise its products. Which faults of the
company does this advertising policy show?

2. Personal Selling

Personal selling consists of contacting prospective buyers of product personally

i.e face to face interaction between seller and buyer for the purpose of sale.

Features of the Personal Selling

1. Personal contact is established under personal selling.

2. Oral conversation.
3. Quick solution of queries.
4. Receipt of additional information.
5. Development of relationship with the prospective customers which may
become important in making sale.

Qualities of a Good Salesperson

Qualities of a Good Salesman

1. Physical Qualities : Physical qualities include personality health,

stamina and tolerance. A salesman can instantly connect with the
customers if he is good looking and smart.

2. Mental Qualities : These include mainly skills, mental alertness,

imagination and self confidence.

3. Technical Qualities : He should have full and updated knowledge about

the product he is selling-Its features, price and variety available. He
should be aware of the nature of work carried on by the firm, he is working
for.

4. Good communication skills : He should be able to develop a good

conversation with the customer. He should be confident while he is
communicating and should be able to answer all the queries of the
customer satisfactorily.

5. Honesty : It is a very important quality of a good salesman. In order to

establish the goodwill of firm he must be honest and sincere in performing
his duty. A salesman who resorts to selling inferior goods, charging higher
rates, providing wrong information, giving exaggerated claims etc. will
cause a decline in goodwill of the firm in the long run.

6. Courtesy : A Salesman who is polite and courteous generates buyer’s

confidence selling product becomes easy for him.

7. Persistent : “Never give up”, is the spirit that a salesman should have.
Making the customer buy maximum amount of a product is the ultimate
task given to him.

8. Capacity to inspire trust : The salesman should have the convincing

power to develop the belief in a customer that the product he is buying is
the best product in the market.

Q.1 Sanjay is a saleman at Croma Store, an electronic goods initiative. He

has been awarded ‘Employee of the year’. What qualities do you think he
must be having to receive the award?
Q.2 Every organisation desires that it should have goodwill in the minds of all
concerned. To establish goodwill, it is essential to have dialogue. It is by
way of dialogue that an organisation gets the necessary information. How
is it possible?

3. Sales Promotion

Short term incentives designed to encourage the buyers to make immediate

purchase of a product/service.

Discounts
Rebate Refund

Full Product
finance @ Combinat
0% ion

SALES
PROMOTION
Usable TECHNIQUE Quantity
benefits Gift

Lucky
Sampling
draws
Instant
draws
and Contests
assigned
gifts

Techniques:

1. Rebate : Special price to clear off excess inventory.

2. Discounts : Price reduced to induce buyers to buy more.
3. Sampling : Free sample of a product to customers to try product & learn
about it.

4. Lucky draw : Lucky draw coupon e.g. purchase an easy product & win a
car etc.

5. Full Finance @ 0% Easy financing schemes.

6. Contests : Competitive events involving application of skills or luck.

7. Product Combination : Offering another product as gift along with the

purchase of a product.

8. Instant draws and assigned gift : Scratch a card and instantly win a
prize with the purchase of a TV, T. Shirt, Refrigerator etc.

9. Quantity Gift : Offering extra quantity of the product e.g., Buy three LUX
soaps and get one free.

10. Refunds: Refunding a part of price paid by customer on some proof of

purchase.

11. Usable benefit: Purchase goods worth ` 5000 and get two movies
tickets.

Q.1 Which techniques of sales promotion is being referred to in the below

given points:
(i) Free sample of shampoo pouch with a fairness cream.
(ii) Upto 50% off on most items.

(iii) Tooth brush free with Tooth paste.

(iv) Buy 3 packs of 1 litre juice and get another free.

(v) Scratch the card and dial a number to win a car.

Q2. A tea producer uses such packets/things for packing tea, which can be
used, even after consuming the tea, for other purposes. Here, which
values are being affected by him?
Q3. A company uses same promotional schemes like ‘buy one, get one free’,
free samples, free gifts and so on to boost the sales of its products and
earn higher profits. This results in unnecessary hike in the prices of the
products. In your opinion, is this policy in the interest of society?

Public Relations

“The Chartered Institute of Public Relations” defines Public Relations as `a

strategic management function that adds value to an organization by helping it
to manage its reputation’

Public relations covers a wide range of tactics, usually involve providing

information to independent media sources in the hope of gaining favorable
coverage. It also involves a mix of promoting specific products, services and
events and promoting the overall brand of an organization, which is an ongoing
tact. Public Relation tools include:

1. Press Release: A press release is an announcement of an event,

performance, or other newsworthy item that is issued to the press by a
public relations professional of an organization.

It is written in the form of a story with an attractive heading so that the

media quickly grasp and circulates the message through
newspaper/radio/television/ internet.

2. Press Kits: It is a comprehensive package of information outlining a

company’s products and services most frequently sent to members of the
press. It includes

 A brief company biography.

 Information of senior management.
 Comments from customers.
 Reprints of newspaper and magazine articles.
 Photos of products.

3. Brochures: It is a booklet published by the organization which contains

the organization’s background, its ethics, vision, mission, its past, present
and future projects, its CISP, etc. E.g.: brochure given to new employees.
4. Newsletter: It is a printed publication produced at regular intervals
focussing on a particular set of people. The content of a newsletter is
presented in a writing style that is less formal and letter-like. For example,
a newsletter published by a college consists of information about activities
conducted during a particular period, special achievements by students
or teachers, etc.

5. Events and Press support: Special events are acts of news

development. The ingredients are time, place, people, activities, drama,
showmanship; one special event may have many subsidiary events, such
as luncheons, banquets, contests, speeches, and many others as part of
the build up.

6. Conferences and Seminars: Conferences and seminars are conducted

for making people aware about the organization. For example travel
companies generally call prospective clients and offer travel packages.
The members are contacted through telephones and asked to attend
seminar.

7. Websites: A website acts as a window for the outside world to know an

organization. So it is designed not just to serve as a resource for
members, but also to present a positive message to non-members who
are browsing through.

ROLE OF ‘PR’ IN AN ORGANISATION

(i) Smooth functioning of business and achievement of objectives.

(ii) Building corporate image that affects favourably on its products. Up keep
of parks, gardens, sponsoring sports activities etc.

(iii) Build interest in the established product and help in launching products.

(iv) Establishing positive image if products facing adverse publicity.

(v) Acting as a supplement of advertising in promoting new as well as existing

products.
Q.1 ‘Various tools of communication are used by the marketers to promote
their products.’

(a) Why do companies use all tools at the same time?

(b) Name and explain the most commonly used non-personal tool of
promotion which is paid for by the marketer.

(c) Which tool of promotion will primarily be used for the following?

(i) To promote or protect a company’s image or its individual

products.

(ii) An existing product meant for mass usage by literate people.

(iii) To introduce a new product to a particular class of people through

door-to-door visits.

(iv) To attract attention of the people by using incentives.

Q.2 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 excercise books to a
nearby blind school.

(a) State the product related decisions which the children have to take.

(b) Suggest any two factors the children should keep in mind while
choosing the right name for their exercise books and registers.

(c) Identify any two values communicated to the society by this project of
‘Knowledge School’ (5)

Q.3 Innovators Ltd. is business from manufacturing water purifier. It has

already been manufacturing water purifiers since last 10 years. Now it has
 come up with a latest innovation in the field of RO purifiers which will avoid
wastage of water. It knows that there are many competitors in the field as
Whirlpool, Aquaguard, Zero B, Kent, Eureka Forbes, LG etc.

(i) Which value is adopted by the company? (1)

(ii) Suggest which factors should it keep in mind while fixing the price of
purifier (any 3) (3)
(iii) Which channel of distribution should the company adopt? (1)
(iv) Which is the most appropriate sales promotion methods for this. (1)

Q.4 Mr. Akshay is the Sales Manager of Nova Ltd. Since last few months,
performance of his department has failed to reach the acceptable level. It
is a matter of concern for the General Manager. He is keen to mend this
dismal situation at any cost. Mr. Akshay made efforts to find out the
causes of this situation. He found that the members of his team lacked
training and that giving incentive to the buyers was absolutely necessary.
To impart training to his team members he set up a training center and
appointed a trainer for this purpose. The trainer imparted them necessary
training keeping in mind the actual situation. Besides Mr. Akshay
launched a scheme for the customers. Under this scheme, a coupon is to
be issued to that consumer who buys goods to a specified date. Later on,
draw will be taken by a given date and will be distributed among the
winners.

Identify the said training and sales promotion methods. (3)