Sec A

Q1. What is the role of

marketing(meaning)?
The role of marketing is to identify and satisfy customer needs and wants, creating
value for both the customer and the organization.
The role of marketing is to promote and sell products, services, or ideas by
identifying and satisfying customer needs, creating value, and building relationships,
ultimately driving business growth and success.

Q2. State the meaning of consumer

satisfaction?
consumer satisfaction refers to the extent to which a product or service meets or
exceeds customer expectations, leading to a positive experience and loyalty.
It is defined as a measurement that determines how happy customers are with a
company’s product, services and capabilities.

Q3. What is utility and utilitarian value?

Utility refers to the ability of a product or service to satisfy customer needs and
wants. Utilitarian value is the overall benefit or satisfaction derived from consuming
a product or service.

Q4. What is customization of a product

portray an example?
customization involves tailoring a product to meet individual customer preferences
or needs. Example: A company offering personalized phone cases with customers'
names or photos.

Q5. What is a product?

A product is a tangible or intangible offering that meets customer needs or wants,
such as a physical good, service, idea, or experience.

SEC B
Q1. Marketing is a social process, justify.
Marketing is a social process because it involves understanding and satisfying
customer needs, wants, and desires. It requires interaction with customers,
understanding their behaviour, and providing value to them.
- Involves understanding customer needs and preferences
- Requires interaction with customers through various channels
- Aims to provide value to customers, enhancing their quality of life
- Influences consumer behaviour and decision-making
- Facilitates exchange of goods and services between businesses and customers

Q2. How does marketing educate people

about product and its utilitarian value? (4
marks)
Marketing educates people about products and their utilitarian value through:
- Advertising (print, digital, broadcast)
- Sales promotions (discounts, free trials)
- Public relations (product launches, events)
- Digital marketing (social media, email)
- Product demonstrations and sampling
By providing detailed information about product features, benefits, and uses,
marketing helps consumers understand how a product can solve specific problems
or enhance their lives. This includes highlighting key attributes, demonstrating
practical applications, and sharing testimonials or reviews, all of which clarify the
product’s practical value and relevance to potential buyers.

Q3. What is utility and utilitarian value? (4

marks)
- Utility: The ability of a product or service to satisfy customer needs and wants.
Types of utility:
- Form utility (product design and features)
- Place utility (convenience and accessibility)
- Time utility (saving time and effort)
- Possession utility (ownership and control)
- Psychological utility (emotional benefits)
- Utilitarian Value: The overall satisfaction or happiness derived from consuming a
product or service.
In marketing, utilitarian value refers to the practical and functional benefits that a
product or service provides to consumers. This value focuses on the efficiency,
convenience, and performance of the product, addressing specific needs or solving
problems for the consumer. For example, a high-efficiency washing machine offers
utilitarian value by saving time and energy compared to a standard model. Marketers
often highlight utilitarian value to attract customers who prioritize functionality and
practicality in their purchasing decisions.
Q4. Marketing and its roots in economic
function, clarify. (4 marks)
Marketing is closely tied to economic functions by:
1. Facilitating Exchange: Connecting producers with consumers through
advertising, sales, and distribution.
2. Demand Creation: Identifying and fulfilling consumer needs, which helps in
aligning production with market demand.
3. Price Setting: Influencing pricing strategies based on consumer preferences
and market conditions.
4. Economic Efficiency: Optimizing resource use and production processes
through market insights.
5. Driving Innovation: Encouraging new products and services to meet evolving
consumer needs.
6. Market Segmentation: Targeting specific consumer groups to enhance
satisfaction and sales.
7. Supporting Economic Growth: Promoting business success, job creation, and
overall economic development.
In essence, marketing ensures that economic activities meet consumer needs and
supports overall economic efficiency and growth.

Q5. What do you sensitize by product

planning & development? (4 marks)
Product planning and development sensitize:
- Customer needs: Understanding target audience requirements
- Market trends: Analysing industry developments and competitor activity
- Technological advancements: Leveraging innovation and R&D
- Business objectives: Aligning product strategy with company goals
- Quality and performance: Ensuring product excellence and reliability
This process involves:
- Market research and analysis
- Product design and prototyping
- Testing and validation
- Launch and evaluation

SEC C
Q1. What are the challenges and
opportunities being faced in advertising?
Challenges in Advertising
1. Ad Fatigue: Overexposure to ads leads to decreased attention.
2. Privacy Concerns: Regulations limit data collection and targeting.
3. Ad Fraud: Fraudulent activities waste ad spend and distort metrics.
4. Changing Behavior: Rapid shifts in media consumption require constant
adaptation.
5. Measurement Issues: Difficulties in accurately tracking and attributing ad
performance.
6. Ad Blocking: Reduces the visibility and effectiveness of online ads.
7. Brand Safety: Risks of ads appearing alongside inappropriate content.
Opportunities in Advertising
1. Data-Driven Targeting: Enhanced personalization through advanced
analytics.
2. Emerging Technologies: Innovations like AI and AR/VR offer new
engagement methods.
3. Social Media: Leveraging platforms and influencers for increased reach.
4. Content Marketing: Integrating ads with valuable content to build trust.
5. Sustainability: Emphasizing ethical practices to appeal to conscious
consumers.
6. Multichannel Strategies: Using a mix of channels for broader impact.
7. Interactive Formats: Engaging consumers with interactive ad formats.
In essence, advertising must navigate challenges like ad fatigue and privacy issues
while leveraging opportunities in technology and data to create effective, engaging
campaigns.

Q2. Being the area sales manager of an

economic product (sanitize
handwash).how can pursue promotion
mix in a rural area.
As an area sales manager promoting a sanitizing handwash in a rural area, you can
use the following promotion mix:
 1. Advertising: Use local radio, community newspapers, and posters in high-
traffic areas.
2. Sales Promotion: Offer discounts, bundle deals, and distribute free samples.
3. Public Relations: Partner with local health workers and community leaders
for endorsements and hygiene workshops.
4. Personal Selling: Train local representatives for direct selling and engage
with customers at community events.
5. Distribution: Ensure availability in local shops and consider mobile units for
remote areas.
6. Education: Conduct hygiene education campaigns and demonstrations.
7. Social Media: Use local social media groups and influencers to spread
awareness.

8. Educational Materials: Distribute pamphlets,

brochures, and simple guides on hand hygiene
practices in local languages.
9. Community Events: Sponsor or participate in local
fairs, festivals, and religious gatherings to
showcase the product.
10.Affordable Packaging: Offer smaller or more
affordable packaging options to cater to the
budget constraints of rural consumers.

Q3. What is the role of pricing mix of an

impulsive product.
For impulsive products, the pricing mix plays these key roles:
Attractiveness: Low prices or promotions make the product appealing and encourage
spontaneous buying.
Psychological Pricing: Tactics like pricing just below whole numbers enhance
perceived value.
Discounts and Offers: Temporary deals create urgency and drive quick purchases.
Premium Pricing: Higher prices can add a sense of exclusivity, appealing to those
seeking luxury or status.
Value Perception: Offering perceived high value for a low price can entice consumers
to make an impulse purchase, as they feel they are getting a good deal.
Limited-Time Offers: Highlighting that a deal is available for a limited time only can
create a sense of urgency and prompt immediate action.
Point-of-Sale Pricing: Placing impulsively priced items near checkout areas with eye-
catching signage can drive last-minute purchases.
Trial Pricing: Offering a lower introductory price or a free trial can encourage
consumers to try the product on impulse.
Price Matching: Offering to match competitors' prices can capitalize on the
consumer's tendency to act quickly when they believe they're getting the best deal.
Seasonal and Event-Based Pricing: Aligning pricing with holidays, special events, or
seasonal trends can trigger impulse buys due to relevance and timing.
Product Placement and Visibility: Ensuring the product is prominently displayed and
easily accessible in stores can increase the likelihood of impulse buys.
Bundling: Combining the impulsive product with complementary items at a
discounted price can increase the total perceived value and encourage spontaneous
purchases.
By utilizing these additional pricing strategies, you can further enhance the appeal of
impulsive products and boost immediate sales.

Q4. Why to advertise in terms of

campaign?
Q5. What is the importance of marketing
element?