Marketing Class 12 Important Questions

Marketing is one of the most crucial chapters in Business Studies Class 12. It helps students understand the role of marketing in business, different marketing strategies, and consumer behavior.

To help students prepare effectively for their exams, here are 30 important questions along with their answers. These questions are divided into three categories: 1-mark, 3/4-mark, and 6-mark questions.

1-Mark Questions

Q1. What is marketing?

Ans: Marketing refers to the process of identifying consumer needs, creating products, and promoting them to satisfy customer demand profitably.

Q2. Define market.

Ans: A market is a place where buyers and sellers interact to exchange goods and services.

Q3. What is branding?

Ans: Branding is the process of giving a unique name, symbol, or design to a product to distinguish it from competitors.

Q4. Name any two functions of marketing.

Ans: (i) Product designing and development
(ii) Pricing of the product

Q5. What do you mean by packaging?

Ans: Packaging refers to designing and producing a suitable container or wrapper for a product to protect and promote it.

Q6. What is a marketing mix?

Ans: The marketing mix refers to the combination of four elements—Product, Price, Place, and Promotion—used to market a product effectively.

Q7. Define consumer behavior.

Ans: Consumer behavior is the study of how individuals or groups choose, purchase, and use goods and services.

Q8. What is the full form of FMCG?

Ans: Fast Moving Consumer Goods.

Q9. What is the role of advertising in marketing?

Ans: Advertising creates awareness about a product, attracts customers, and enhances brand recognition.

Q10. Give one example of a direct channel of distribution.

Ans: Manufacturer → Consumer (e.g., Online sales through company websites)

3/4-Mark Questions

Q11. Explain any three features of marketing.

Ans:

1. Customer Orientation: Marketing focuses on identifying and fulfilling customer needs.
2. Continuous Process: Marketing is an ongoing activity that adapts to market trends.
3. Exchange Process: Marketing involves the exchange of goods and services between buyers and sellers.

Q12. What are the different types of products?

Ans:

1. Consumer Goods: Goods used by consumers, such as food and clothing.
2. Industrial Goods: Goods used by businesses, such as machinery.
3. Services: Intangible products like banking and insurance.

Q13. Distinguish between selling and marketing.

Ans:

Q14. Explain the importance of packaging.

Ans:

1. Protection: Prevents damage during transportation.
2. Branding: Helps in product identification.
3. Promotion: Attracts customers and enhances sales.
4. Convenience: Makes handling and storage easy.

Q15. What is meant by labelling? Mention its functions.

Ans: Labelling refers to the information provided on a product package.
Functions:

1. Provides Information: Details like ingredients and usage.
2. Legal Compliance: Includes statutory warnings.
3. Brand Recognition: Enhances product identity.

Q16. Explain the concept of pricing and its importance.

Ans: Pricing is the process of determining the value of a product.
Importance:

1. Affects Demand: Higher prices may reduce demand.
2. Revenue Generation: Determines company profits.
3. Competitive Edge: Helps gain market position.

Q17. What are the factors affecting the choice of a channel of distribution?

Ans:

1. Nature of Product: Perishable goods require direct selling.
2. Market Size: A wide customer base requires multiple channels.
3. Cost: The budget influences channel selection.
4. Customer Preferences: Some customers prefer online shopping, others prefer stores.

6-Mark Questions

These require detailed answers with explanations.

Q18. Explain the elements of the marketing mix.

Ans:

1. Product: Refers to the goods or services offered by a business.
2. Price: The amount charged for the product.
3. Place: Distribution channels used to reach consumers.
4. Promotion: Strategies used to advertise and sell products.

Q19. What are the differences between consumer goods and industrial goods?

Ans:

Q20. Discuss various pricing strategies used in marketing.

Ans:

1. Penetration Pricing: Low prices to attract customers.
2. Skimming Pricing: High initial prices, then gradually reduced.
3. Competitive Pricing: Prices based on competitors’ rates.
4. Psychological Pricing: Pricing at Rs. 99 instead of Rs. 100 to influence perception.

Q21. Explain the functions of marketing.

Ans:

1. Market Research – Identifying customer needs.
2. Product Designing – Developing products that satisfy consumers.
3. Branding and Packaging – Creating a strong brand identity.
4. Promotion – Using advertising and sales promotions.
5. Distribution – Selecting the right channels.
6. Customer Satisfaction – Ensuring post-sale services.

Marketing Class 12 Notes Business Studies

Q22. What are the various promotion techniques used in marketing?

Ans:

1. Advertising: TV, social media, newspapers.
2. Sales Promotion: Discounts, coupons.
3. Personal Selling: Sales representatives engaging customers.
4. Public Relations: Maintaining a positive brand image.

Q23. Explain the factors affecting consumer behavior.

Ans:

1. Personal Factors: Age, income, lifestyle.
2. Psychological Factors: Motivation, perception.
3. Social Factors: Family, reference groups.
4. Cultural Factors: Traditions and values.

Q24. What are the advantages of direct and indirect channels of distribution?

Ans:

Advantages of Direct Channels of Distribution

1. Higher Profit Margins – Since there are no intermediaries, manufacturers or producers retain full profits.
2. Better Customer Relationship – Direct contact with customers allows businesses to understand their needs and provide personalized services.
3. Faster Delivery – Products reach customers more quickly without delays caused by intermediaries.
4. Better Quality Control – The producer maintains control over product quality, branding, and customer experience.
5. Increased Brand Loyalty – Direct communication with consumers helps build a strong brand image and customer trust.
6. More Flexibility – Businesses can modify prices, offers, and product features based on real-time customer feedback.

Advantages of Indirect Channels of Distribution

1. Wider Market Reach – Retailers, wholesalers, and distributors help expand the product’s reach to distant markets.
2. Reduced Marketing Costs – Manufacturers save on advertising and distribution costs as intermediaries handle marketing.
3. Convenience for Customers – Products are available in multiple locations, making purchasing easier for customers.
4. Bulk Selling & Storage – Wholesalers buy in bulk, reducing inventory burden for the manufacturer.
5. Expertise of Intermediaries – Distributors and retailers have market knowledge and experience, improving sales.
6. Focus on Production – Manufacturers can concentrate on production without worrying about logistics and sales.

Both channels have their benefits, and businesses choose based on their product type, target audience, and market strategy.

These are some of the most important questions from the Marketing chapter in Business Studies Class 12. By preparing these thoroughly, students can enhance their understanding and perform well in their exams.