CH-11 MARKETING MANAGEMENT

1. Which one of the following statements is incorrect in the context of marketing?

a. Marketing is the same thing as shopping for goods and services.
b. Marketing is equally relevant to non-profit organisations.
c. Marketing management means management of the marketing functions.
d. Selling is only a part of the process of marketing.

2. Transportation helps in creating __________ and warehousing helps in creating________ utilities.

3. As soon as Coca-cola reduced its selling price to Rs.75 on 2 ltr, soon Pepsi followed with a price
reduction in its selling price and priced its 2 litre bottle at Rs.73. Which factor of pricing is being
highlighted here?
a. Utility and demand of the product
b. Degree of competition in the market
c. Marketing methods used
d. Pricing objectives
4. The focus of _________ concept is ‘attracting consumer’ while the focus of __________ concept
is ‘consumer’s satisfaction.
Q.NO. 5 TO 8 are based on the following CASE PROBLEM
Diksha Ltd. was marketing dish washers which were very popular due to their quality and after-
sale services provided to the customers. The company was a leading company in the market and
earning huge profits. Because of the huge profits, the company started to to ignore its after-sale
services.
As a result, its relation with the customers got spoiled and the image of the company was
adversely affected in the eyes of the public. Top Management became concerned when the profits
for the current quarter fell steeply.
On analysis, it was revealed that ignoring after-sale services was the reason behind the falling
profits. Therefore, the company took all possible measures to protect and promote its image by
establishing a particular departments. As a result, the goodwill of the company improved in the
society.
5. Name the promotional tools used by the marketer in the above case to improve its image for this
purpose.
a. Public Relation
b. Personal selling
c. Sales promotion
d. Advertising
6. Elements of promotion mix do not include-
a. Advertising
b. Personal Selling
c. Labelling
d. Public relations
7. Which of the following is function of marketing?
a. Promotion
b. Physical distribution
c. Transportation
d. All of the above
8. Public relations are considered an important tool of promotion because-
a. They are helpful in communication with stakeholders.
 b. They create awareness about the organisation
c. They are helpful in stimulating sales of the products.
d. All of the above.
9. Ajay was appointed the marketing head of ‘Alfa Enterprises’ manufacturers of toothpaste and
toothbrush. His target sale was 2,000 units a month. Apart from thing about various channels of
distribution to achieve the target, he himself started visiting schools in backward areas. He found
that event after taking various steps and counselling some school children had not started
brushing their teeth. He investigated and found that they could not afford to buy toothbrush and
toothpaste. So, with due permission, he started donating 200 toothbrush and toothpaste every
month to the school.
Identify the channel of distribution, Ajay would adopt for distribution of toothpaste and
toothbrush in schools and justify it by giving one reason.
10. Shyam bought a pain relieving ointment after seeing it being displayed at Sharma Medicos. The
ointment tube was packed in a cardboard box. Identify the different levels of packaging of the
pain relieving ointment, when it was purchased by Shyam. You are also required to state the
functions of packaging.
11. It is necessary that goods and services must be made available to the customers at the right
place, in the right quantity and at right time.
a. Name and explain the element of Marketing Mix highlighted above.
b. Explain the components of this element.
12. Vasvi purchased a jar of pickle from the local grocery shop. The information provided on the
bottle was not clear. She fell sick on consuming it. She filed a case in the District Forum under the
Consumer Protection Act and got the relief.
a. Identify the important aspect neglected by the marketer in the above case.
b. Explain briefly the functions of the aspect identified in the (a) above.