Very Short Type Questions - Enterprise Marketing, Entrepreneurship, Class 12 | Additional Study Material for Commerce PDF Download

Q1. Define sales promotion. (1 mark)
Ans. Sales promotion refers to short term use of incentives or other promotional activities that simulate the customer to buy the product.

Q2. Mention any two techniques of sales promotion with example. (CBSE 2013) (2 marks)
Ans. The two techniques are :
(1) On-pack offers : e.g., soap manufacturers offer 1 soap free on purchase of their 3 soaps that are packed together.
(2) Workshops : e.g., workshops are arranged by vehicle manufacturers for display and promotion of their vehicles.

Q3. State any four basic functions involved in ‘Selling’ as a function of exchange. (CBSE 2011, A.I.) (2 marks)
Ans. The four basic functions involved in selling are advertising, sales promotion, packaging and customer services.

Q4. What do you understand by the term Promotion Mix ? (2 marks)
Ans. Promotion Mix refers to all those activities by which a businessman creates awareness for his product among customers. It aims at informing and motivating the customer about the merits of product to make them long lasting customer.

Q5. What are the elements of a Promotion Mix ? (2 marks)
Ans. The elements involved in the Promotional Mix are :
1. Advertising.
2. Sales Promotion.
3. Personal Selling.
4. Public Relations.

Q6. Why is advertising necessary for the products ? (2 marks)
Ans. Advertising is necessary for the product as it gives detailed information concerning a product or service including action beneficial to all.

Q7. What are the limitations of advertising through web mode ? (2 marks)
Ans. Limitations of advertising through web mode are as follows :
(a) It is not powerful and popular as television.
(b) It is not useful for local products.

Q8. Where is personal selling used ? (1 mark)
Ans. Personal selling is used extensively for the industrial goods.

Q9. Define Personal selling. (1 mark)
Ans. Personal selling consists of contacting prospective buyers of product personally.

Q10. What are the two objectives of personal selling? (2 marks)
Ans. The objectives of personal selling are :
(a) To encourage the buyers to buy product.
(b) To remove the doubts of the consumers.

Q11. Define advertising ? (TBQ) (2 marks)
Ans. Advertising refers to a paid form of non-personal communication, presentation or promotion of ideas about goods or services.

Q12. Explain the following terms :
(a) ATL,
(b) BTL (TBQ)
(2 marks)
Ans.
(a) ATL : Above-the-line promotions use mass media methods. These focus on advertising to a large audience.
(b) BTL : Below-the-line methods are very specific, memorable activities focused on targeted groups of consumers.

Q13. What is TTL ? (TBQ) (2 marks)
Ans. “Through-the-line” refers to an advertising strategy involving both above and below-the-line communications in which one form of advertising points the target to another form of advertising thereby crossing the line.

Q14. What are the components of a successful sales strategy ? (TBQ) (2 marks)
Ans.
(i) Product placement,
(ii) Promotion,
(iii) Testimonials,
(iv) Core selling strategies.