CHENNAI SAHODAYA SCHOOLS COMPLEX

(General Instructions)
 Please check that this question paper contains 06 printed pages.
 Please check that this question paper contains 24 questions.
 Please write down the serial number of the question before attempting it.
 Reading time of 15 minutes is given to read the question paper alone. No writing
during this time.
1. Please read the instructions carefully.
2. This Question Paper consists of 24 questions in two sections – Section A &
Section B.
3. Section A has Objective type questions whereas Section B contains Subjective
type questions.
4. Out of the given (6 + 18 =) 24 questions, a candidate has to answer (6 + 11 =) 17
questions in the allotted (maximum) time of 3 hours.
5. All questions of a particular section must be attempted in the correct order.
6. SECTION A - OBJECTIVE TYPE QUESTIONS (30 MARKS):
i. This section has 06 questions.
ii. There is no negative marking.
iii. Do as per the instructions given.
iv. Marks allotted are mentioned against each question/part.
7. SECTION B – SUBJECTIVE TYPE QUESTIONS (30 MARKS):
i. This section contains 18 questions.
ii. A candidate has to do 11 questions.
iii. Do as per the instructions given.
iv. Marks allotted are mentioned against each question/part.

COMMON EXAMINATION
Class – 12
(MARKETING - 812)
Roll No.: Maximum Marks:
Date: DD/MM/YYYY Time allowed: 3 hours
1. Answer any 4 out of the given 6 questions. [1x4=4M]

i. Which of these sentences has/have both indirect and direct objects? 1

a) I am working on a presentation b) She bought a blue pen
c) The girls played cricket d) He wrote a letter to his sister
ii. Which of the following is not a parameter to describe an individual’s 1
personality?
a) Self-confidence b) Openness
c) Neuroticism d) Agreeableness
iii. Which of the following functions can be performed with the help of 1
spreadsheets?
(1) Maintaining records
(2) Creating videos
(3) Analysing data
(4) Performing financial calculations
(5) Writing letters
a) 1, 2, 3, 4, 5 b) 1, 3, 4 c) 1, 3, 5 d) 3, 4, 5

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iv. Match the columns, and then, chose the correct answer. 1
1. Grid of horizontal rows and vertical A. Row
columns.
2. Horizontal arrangement of cells numbered B. Workbook
1,2,3,4.
3. Where rows and columns meet or intersect. C. Columns
4. Which contains one or more worksheets? D. Cell
5. Vertical arrangement of cells named A, B, E. Worksheet
C, D.
a) 1-E, 2-A, 3-B, 4-D, 5-C b) 1-E, 2-B, 3-C, 4-D, 5-A
c) 1-A, 2-B, 3-C, 4-D, 5-E d) 1-E, 2-A, 3-D, 4-B, 5-C

v. Match the situations in the columns to the meaning of the word. 1

Situations Word
a. Gauri has started a fashion designing store, (i) Barrier
where she sells clothes.
b. Akshay wants to starts more classes in his (ii) Risk
school but is finding it difficult to hire
teachers.
c. Shubham has a business of selling groceries. (iii) Venture
He wants to open a store that sells
everything from clothes to shoes to bags,
along with groceries.
1) a-iii, b-i, c-ii 2) a-i, b-ii, c-iii
3) a-ii, b-iii, c-i 4) a-i, b-iii, c-ii

vi. Jaanvi’s children have grown up. They have a lot of clothes that are too small 1
for them now. What should Jaanvi do with these old clothes?
a) Throw them in the trash can
b) Burn them
c) Keep using them even though they are too small
d) Donate them or make bags out of them.
2. Answer any 5 out of the given 7 questions. [1x5=5M]
i. Which of the following is not a component of product mix: 1
a) Branding b) Labelling c) Packaging d) Promotion

ii. ABC ltd. is a company into manufacturing of TV, mobile phones and other 1
electronic items of high value. Which of the following is the best suited channel
of distribution for the company?
a) Direct level b) Indirect level
c) Short channel d) None of these
iii. An entrepreneur introduces a new product with very low prices. Which type of 1
pricing is it?
a) Penetration pricing b) Price skimming
c) Cost plus pricing d) Competitive pricing
iv. Varun launched his new product on which he charged a price to cover the cost 1
of producing the product plus a reasonable profit. Which type of pricing is it?
a) Variable pricing b) Cost plus pricing
c) Competitive pricing d) Penetration pricing
v. Amongst the three level of packaging find the odd one out: 1
a) Primary package b) Secondary package
c) Tertiary package d) Transportation package
vi. __________ are those products in which there is no scope of alteration and their 1
cost is predetermined.
a) Customised products b) Standardised products
c) Perishable products d) Technical products

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vii. Read the given statements and choose the correct alternatives given below. 1
Assertion (A): Social marketing concept is followed generally by marketers in
present time.
Reason (R): Other electronic media like TV and Radio, etc. are becoming more
and more expensive.
a) Both Assertion (A) and Reason (R) are correct and (R) is the correct
explanation of (A).
b) Both Assertion (A) and Reason (R) are correct and (R) is not the correct
explanation of (A).
c) Assertion (A) is true and Reason (R) is false.
d) Assertion (A) is false and Reason (R) is true.
3. Answer any 6 out of the given 7 questions [1x6=6M]

i. This strategy of pricing can backfire if competitors lower their price: 1

a) Penetration pricing b) Creaming or Skimming
c) Cost plus pricing d) Variable pricing
ii. Find the odd one out amongst the following “Generic names”: 1
a) Car b) Mobiles c) Shoes d) Sony TV
iii. The other name for family brand name is: 1
a) Umbrella branding b) Individual branding
c) Corporate branding d) None of the above
iv. The ‘marketing strategy’ and ‘action plan’ comprise of decisions pertaining to 1
which of the following:
a) Potential hazards present in the competitive environment
b) Product, Place, Price and Promotion
c) Customer’s characteristics
d) Quantifying goals of the organisation
v. The products used as inputs to produce consumer products are known as 1
_________.
a) Convenience products b) Shopping products
c) Speciality products d) Industrial products
vi. Any confidential business information which provides an enterprise a 1
competitive edge may be considered a:
a) Trade secret b) Trade mark c) Trade name d) Patent
vii. Read the given statements and choose the correct alternatives given below. 1
Assertion (A): In today’s modern world services are contributing heavily to
medical and retail business.
Reason (R): A service can’t be seen, touched, held or put on shelf because it
has no physical shape.
a) Both Assertion (A) and Reason (R) are correct and (R) is the correct
explanation of (A).
b) Both Assertion (A) and Reason (R) are correct and (R) is not the correct
explanation of (A).
c) Assertion (A) is true and Reason (R) is false.
d) Assertion (A) is false and Reason (R) is true.
4. Answer any 5 out of the given 6 questions (1 x 5 = 5 marks) [1x5=5M]
i. Kavya a successful entrepreneur uses the promotional strategy involving both 1
above and below the line approach. Which approach of promotion did she use?
a) Above the line approach b) Below the line approach
c) Through the line approach d) None of the above
ii. Which element of promotion mix uses no-personal communication designed to 1
persuade potential customers to choose a product or a service over that of a
competitor.
a) Advertising b) Personal selling
c) Sales promotion d) Public relations

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iii. Important business promotions activities are: 1

a) Seminars and workshops b) Conference and presentation
c) Trade show displays d) All of the above
iv. It is a deliberate, planned and sustained effort to establish and maintain mutual 1
understanding between an organisation and its public.
a) Customer relations b) Community relations
c) Media relations d) Public relations
v. Given below are some tools of promotion mix. Match them correctly with their 1
objectives.
Column I Column II
A. Advertising i). To reach a mass audience with a
specified message.
B. Personal selling ii). Dealing with individual customers
C. Sales promotion iii). To appeal to a mass audience to
create awareness
D. Publicity iv). To stimulate short-term sales.
A B C D A B C D
a) (iii), (ii), (iv), (i) b) (ii), (iii), (i), (iv)
c) (i), (ii), (iv), (iii) d) (iv), (ii), (i), (iii)

vi. Read the given statements and choose the correct alternatives given below. 1
Assertion (A): Expenditure on advertisement is not a waste but a profitable
investment.
Reason (R): Advertisements increase sales of products in the long run and
increases profit for the business.
a) Both Assertion (A) and Reason (R) are correct and (R) is the correct
explanation of (A).
b) Both Assertion (A) and Reason (R) are correct and (R) is not the correct
explanation of (A).
c) Assertion (A) is true and Reason (R) is false.
d) Assertion (A) is false and Reason (R) is true.
5. Answer any 5 out of the given 6 questions [1x5=5M]
i. Service marketing becomes difficult because of _____________. 1
a) Complex market b) Intangibility
c) No direct demand d) Price structure
ii. Services are characterized by all of the following features except for _____. 1
a) Intangibility b) Homogeneity c) Perishability d) Inseparability
iii. The unique service characteristic that deals specifically with the inability to 1
inventory services _______________.
a) Inseparability b) Intangibility c) Homogeneity d) Perishability
iv. If the time taken to respond to customer complaints is less, which dimension of 1
service quality is strongly promoted?
a) Responsiveness b) Reliability
c) Credibility d) Durability
v. If an organisation focuses on trustworthiness and belief considering the 1
customers’ best interest, which dimension of the service quality is focused on
by the organisation?
a) Durability b) Timeliness c) Aesthetics d) Credibility

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vi. Read the given statements and choose the correct alternatives given below. 1
Assertion (A): Advertising is economical as compared to other promotional
techniques.
Reason (R): The total advertising cost is spread over a large number of people.
a) Both Assertion (A) and Reason (R) are correct and (R) is the correct
explanation of (A).
b) Both Assertion (A) and Reason (R) are correct and (R) is not the correct
explanation of (A).
c) Assertion (A) is true and Reason (R) is false.
d) Assertion (A) is false and Reason (R) is true.

6. Answer any 5 out of the given 6 questions [1x5=5M]

i. This is the most common and traditional channel of distribution, involving two 1
middlemen:
a) Producer – Customer
b) Producer – Retailer – Customer
c) Producer – Wholesaler – Retailer – Customer
d) Producer – Agent – Wholesaler – Retailer – Customer
ii. In the ____________ stage the profits are negative because the sales volume is 1
low, distribution is limited and promotional expenses are high.
a) Maturity stage b) Introductory stage c) Growth stage

iii. Which of the following statement is related to ‘Below-the-Line’ promotion 1

approach that a company can use to promote its products?
a) It targets mass audience
b) It targets identified small groups
c) It helps in establishing brand identity.
d) It includes conventional media like print, online, television and cinema
Advertising.

iv. ______________ does not fall under the category of online marketing. 1
a) Television
b) E-mail
c) Display advertising
d) Search engine optimization

v. Quality distributors buy electric equipment and supplies from XYZ electronics 1
and sell them to local electrical contractor. Quality distributor is an example of
______________.
a) Intermediary b) Retailer c) Producer d) Agent

vi. Read the given statements and choose the correct alternatives given below. 1
Assertion (A): The logistical function involves physical exchange of goods and
services.
Reason (R): The buying, selling and risk bearing comes under logistic
function.
a) Both Assertion (A) and Reason (R) are correct and (R) is the correct
explanation of (A).
b) Both Assertion (A) and Reason (R) are correct and (R) is not the correct
explanation of (A).
c) Assertion (A) is true and Reason (R) is false.
d) Assertion (A) is false and Reason (R) is true.

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SECTION – B
(Subjective Type Questions)

Answer any 3 out of the given 5 questions in 20-30 words each. 2x3=6M

7 Elucidate any two features of spreadsheet application. 2

8 Living in the present is a source of motivation & inspiration. Briefly explain 2
with the help of any two points.
9 What do you understand by interpersonal skills? Give an example where a 2
person can display interpersonal skills.
10 “Self-Motivation is significant in building one’s personality”. Comment by 2
giving any two points.
11 An entrepreneur requires some underlying characteristics which result in 2
superior performance in achievement of entrepreneurial goals. Explain any two
such competencies.
Answer any 3 out of the given 5 questions in 20-30 words each. 2x3=6M

12 Discuss any two disadvantages of online marketing. 2

13 Discuss any four functions performed by promotion element of marketing mix. 2
14 Discuss any two advantages of social media marketing. 2
15 Classify the types of services. 2
16 Define service as defined by the American Marketing Association. 2
Answer any 2 out of the given 3 questions in 30-50 words each. 3x2=6M
17 Availability of products depends upon how efficiently it is managed. Discuss 3
the importance of identified element.
18 While deciding the most crucial element of marketing mix, the business is 3
required take into account various aspects of production. Enlist and explain
them in brief?
19 Apart from the relevant and correct information, what else must be the part of a 3
label?
Answer any 3 out of the given 5 questions in 50-80 words each. 4x3=12M
20 “Online marketing means hassle free Marketing”. Justify the statement from 4
marketers’ viewpoint by giving any four reasons.
21 Explain the meaning and role of Public Relation and Sponsorship. 4
22 You are a leading manufacturer of’ fully automatic washing machines. Explain 4
the factors that will guide you in selecting the route to sell your washing
machines if the ‘product’ and the ‘Company’ are to be focused.
23 List any four grounds on the basis of which price discrimination occurs. 4
Illustrate each with the help of an example.
24 Products have their own identity & personality. Most of the users associate 4
meaning with products which given them satisfaction. A customer never just
purchases the core product but also needs much more than just the basic
element of the product. Describe the other components of the product which
contribute to making the ‘total product offering’. Explain with the help of any
four examples.

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