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Business Studies · 2023 · 6 marks
CBSE 2023 · Region 1 · Set 1 · Q34
‘X Ltd.' is engaged in the manufacturing of cars. Thecompany surveyed the market and found that customersneed a car which runs on eco-friendly fuel instead ofpetrol or diesel. Keeping the needs of customers as wellas social, ethical and ecological aspects of marketing inmind, the company launched a new model of car thatruns on bio-diesel. The launch event was covered by thetop news channels and newspapers. This was done todisseminate information about the car and buildgoodwill of the business. ‘X Ltd.' understands that it isimperative to manage public opinion and company'srelations with the public on a regular basis.(a)Identify and explain the marketing philosophyinvolved in the above caşe.(b)Identify and explain the communication tool thatwas used by the company.(c)Explain any two other promotional tools that can beused by ‘X Ltd' to achieve its objectives
‘X Ltd.' is engaged in the manufacturing of cars. The
company surveyed the market and found that customers
need a car which runs on eco-friendly fuel instead of
petrol or diesel. Keeping the needs of customers as well
as social, ethical and ecological aspects of marketing in
mind, the company launched a new model of car that
runs on bio-diesel. The launch event was covered by the
top news channels and newspapers. This was done to
disseminate information about the car and build
goodwill of the business. ‘X Ltd.' understands that it is
imperative to manage public opinion and company's
relations with the public on a regular basis.
(a)
Identify and explain the marketing philosophy
involved in the above caşe.
(b)
Identify and explain the communication tool that
was used by the company.
(c)
Explain any two other promotional tools that can be
used by ‘X Ltd' to achieve its objectives
Marking-scheme solution
(a)
Societal Marketing Concept
The societal marketing concept holds that the task of any
organisation is to identify the needs and wants of the
target market and deliver the desired satisfaction in an
effective manner so that the long-term well-being of the
consumers and the society is taken care of.
(b)
Public Relations
Public relations involves a variety of programmes
designed to promote or protect a company’s image and its
individual products in the eyes of the public. Concrete
steps are to be taken to monitor the attitude of the general
public and generate positive publicity.
(c)
Other promotional tools that can be used by X Ltd:
(i)
Advertising – It refers to impersonal form of
communication which is paid for by an identified
sponsor/marketer to promote some goods, services, or
ideas.
(ii)
Sales promotion : It refers to short term incentives,
which are designed to encourage the buyers to make
immediate purchase of a product or service.
(iii)
Personal Selling: Personal selling involves oral
presentation of message in the form of conversation with
one or more prospective customers for the purpose of
making sales.
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CBSE Class 12 Business Studies past-paper question from the 2023board exam, with the answer as CBSE’s own marking scheme gives it. Where our answers come from.