Chapter 3 of 6
NCERT Solutions
Enterprise Marketing
CBSE · Class 12 · Entrepreneurship
NCERT Solutions for Enterprise Marketing — CBSE Class 12 Entrepreneurship.
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Review Crossword Puzzle
Crossword AcrossSolve the Across clues of the crossword puzzle.Show solution
1. QUALITY — The standard of something as measured against other things of a similar kind.
3. NEGOTIATION — Discussion aimed at reaching an agreement.
4. LABELLING — Display of information about a product on its container.
9. STAKEHOLDER — A person with an interest or concern in a business.
10. MAGAZINE — Ideal medium of advertising due to its ability to reach specific target groups.
12. SKIMMING — Selling a product at a high price, sacrificing high sales to gain a high profit.
13. OBJECTIVE — An aim.
14. TAGLINE — A catch phrase or slogan as used in advertising.
16. CRM (Customer Relationship Management) — It includes all aspects of interaction that a company has with its customer.
3. NEGOTIATION — Discussion aimed at reaching an agreement.
4. LABELLING — Display of information about a product on its container.
9. STAKEHOLDER — A person with an interest or concern in a business.
10. MAGAZINE — Ideal medium of advertising due to its ability to reach specific target groups.
12. SKIMMING — Selling a product at a high price, sacrificing high sales to gain a high profit.
13. OBJECTIVE — An aim.
14. TAGLINE — A catch phrase or slogan as used in advertising.
16. CRM (Customer Relationship Management) — It includes all aspects of interaction that a company has with its customer.
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Crossword DownSolve the Down clues of the crossword puzzle.Show solution
2. TRADEMARK — A symbol or word legally registered or established by use as representing a company or product.
5. BRAND NAME — A name given to their products, which helps in identifying and distinguishing products from that of the competitors.
6. GOODWILL — The established reputation of a business.
7. ADVERTISING — The activity of attracting public attention to a product or business.
8. PACKAGING — Materials used to wrap or protect goods.
11. SOCIAL MEDIA — The kind of advertising used by social networking sites.
15. LOGO — Design adopted by an organization to identify its products.
5. BRAND NAME — A name given to their products, which helps in identifying and distinguishing products from that of the competitors.
6. GOODWILL — The established reputation of a business.
7. ADVERTISING — The activity of attracting public attention to a product or business.
8. PACKAGING — Materials used to wrap or protect goods.
11. SOCIAL MEDIA — The kind of advertising used by social networking sites.
15. LOGO — Design adopted by an organization to identify its products.
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LET'S REVISE — Section A: Very Short Answers
A1What is meant by goal setting?Show solution
Goal Setting is the process of identifying specific, measurable objectives that a business or individual wants to achieve within a defined time frame. It provides direction and purpose to all business activities.
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A2What is marketing strategy?Show solution
Marketing Strategy is a plan of action designed by a business to promote and sell its products or services to the target market in order to achieve its business objectives.
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A3What are the components of marketing mix?Show solution
The components of the Marketing Mix are the 4 Ps:
1. Product — What is being sold.
2. Price — The cost to the customer.
3. Place — Distribution channels used.
4. Promotion — How the product is communicated to customers.
1. Product — What is being sold.
2. Price — The cost to the customer.
3. Place — Distribution channels used.
4. Promotion — How the product is communicated to customers.
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A4Which is the shortest channel of distribution?Show solution
The shortest channel of distribution is the Direct Channel (Zero-level channel), i.e., Producer → Consumer, where the manufacturer sells directly to the end consumer without any intermediary.
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A5What are the components to a successful sales strategy?Show solution
The key components of a successful sales strategy are:
1. Identifying the target market.
2. Setting clear sales goals.
3. Choosing the right sales approach (direct/indirect).
4. Training the sales team.
5. Monitoring and evaluating performance.
1. Identifying the target market.
2. Setting clear sales goals.
3. Choosing the right sales approach (direct/indirect).
4. Training the sales team.
5. Monitoring and evaluating performance.
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A6Define branding.Show solution
Branding is the process of creating a unique name, symbol, design, or combination thereof that identifies and differentiates a product or company from its competitors in the minds of consumers.
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A7Why is a logo important for a company?Show solution
A logo is important because it creates a visual identity for the company, builds brand recognition, conveys the company's values, and helps customers distinguish the brand from competitors at a glance.
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A8Give the meaning of tagline with the help of an example.Show solution
A tagline is a short, memorable phrase used in advertising to capture the essence of a brand or product.
Example: Nike's tagline — *"Just Do It"* — motivates customers and reflects the brand's spirit of determination.
Example: Nike's tagline — *"Just Do It"* — motivates customers and reflects the brand's spirit of determination.
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A9Explain the term packaging.Show solution
Packaging refers to the process of designing and producing the container or wrapper for a product. It protects the product during storage and transportation, and also serves as a promotional tool by attracting customers.
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A10What is labelling?Show solution
Labelling is the display of information on the product's package or container. It includes details such as the product name, ingredients, manufacturing date, expiry date, price, and usage instructions.
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A11Define advertising.Show solution
Advertising is a paid, non-personal form of communication used by businesses to inform, persuade, and remind target audiences about their products, services, or ideas through various media channels.
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A12What is negotiation?Show solution
Negotiation is a discussion or dialogue between two or more parties aimed at reaching a mutually acceptable agreement on matters such as price, terms, and conditions of a business deal.
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A13Explain the meaning of CRM.Show solution
CRM (Customer Relationship Management) refers to the strategies, practices, and technologies used by businesses to manage and analyze all interactions with current and potential customers in order to improve relationships and retain customers.
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A14When do we conclude that a business has failed?Show solution
A business is said to have failed when it is unable to generate sufficient revenue to cover its costs, cannot repay its debts, loses its customer base, and is ultimately forced to shut down operations.
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A15Explain the following term: ATL.Show solution
ATL (Above The Line) advertising refers to mass media promotional activities that target a broad, general audience. Examples include television commercials, radio ads, newspaper advertisements, and billboard campaigns.
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A16Give the meaning of BTL.Show solution
BTL (Below The Line) advertising refers to targeted, direct promotional activities aimed at specific groups of consumers. Examples include direct mail, sponsorships, trade fairs, in-store promotions, and loyalty programmes.
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A17What is TTL?Show solution
TTL (Through The Line) advertising is an integrated approach that combines both ATL and BTL strategies. It uses mass media for broad reach while also employing targeted promotions to engage specific customer segments, ensuring a 360-degree marketing approach.
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LET'S REVISE — Section B: Short Answers (up to 50 words)
B1What are the rules for goal setting?Show solution
The rules for goal setting follow the SMART framework:
1. Specific — Goals must be clear and well-defined.
2. Measurable — Progress must be trackable.
3. Achievable — Goals must be realistic.
4. Relevant — Goals must align with business objectives.
5. Time-bound — Goals must have a deadline.
1. Specific — Goals must be clear and well-defined.
2. Measurable — Progress must be trackable.
3. Achievable — Goals must be realistic.
4. Relevant — Goals must align with business objectives.
5. Time-bound — Goals must have a deadline.
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B2What does the marketing strategy of a company include?Show solution
A company's marketing strategy includes:
1. Identifying the target market.
2. Defining the value proposition.
3. Deciding the marketing mix (4 Ps: Product, Price, Place, Promotion).
4. Setting marketing objectives.
5. Allocating a marketing budget.
6. Monitoring and evaluating results.
1. Identifying the target market.
2. Defining the value proposition.
3. Deciding the marketing mix (4 Ps: Product, Price, Place, Promotion).
4. Setting marketing objectives.
5. Allocating a marketing budget.
6. Monitoring and evaluating results.
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B3What is sales strategy?Show solution
A sales strategy is a documented plan that outlines how a business will position its products or services to reach prospective buyers and convert them into customers. It defines the target audience, sales approach, pricing, and the methods used to achieve sales goals.
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B4Explain the different types of sales strategies.Show solution
The different types of sales strategies are:
1. Direct Sales — Selling directly to the consumer (e.g., door-to-door).
2. Indirect Sales — Using intermediaries like retailers or distributors.
3. Online/Digital Sales — Selling through websites and e-commerce platforms.
4. Consultative Selling — Understanding customer needs and offering tailored solutions.
5. Inbound Selling — Attracting customers through content and marketing.
1. Direct Sales — Selling directly to the consumer (e.g., door-to-door).
2. Indirect Sales — Using intermediaries like retailers or distributors.
3. Online/Digital Sales — Selling through websites and e-commerce platforms.
4. Consultative Selling — Understanding customer needs and offering tailored solutions.
5. Inbound Selling — Attracting customers through content and marketing.
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B5Differentiate between trade mark and brand mark.Show solution
| Trade Mark | Brand Mark |
|---|---|
| A legally registered symbol, word, or phrase that represents a company. | The visual element of a brand (symbol, design, or logo) that identifies a product. |
| It has legal protection under law. | It may or may not be legally registered. |
| Example: The word 'Coca-Cola' registered as a trademark. | Example: The swoosh symbol of Nike. |
|---|---|
| A legally registered symbol, word, or phrase that represents a company. | The visual element of a brand (symbol, design, or logo) that identifies a product. |
| It has legal protection under law. | It may or may not be legally registered. |
| Example: The word 'Coca-Cola' registered as a trademark. | Example: The swoosh symbol of Nike. |
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B6What is the purpose of logo?Show solution
The purpose of a logo is to:
1. Create a visual identity for the brand.
2. Build brand recognition and recall among customers.
3. Convey the values and personality of the business.
4. Differentiate the company from competitors.
5. Build trust and credibility with customers.
1. Create a visual identity for the brand.
2. Build brand recognition and recall among customers.
3. Convey the values and personality of the business.
4. Differentiate the company from competitors.
5. Build trust and credibility with customers.
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B7Why should we advertise?Show solution
We should advertise because:
1. It informs customers about new products and services.
2. It persuades potential buyers to make a purchase.
3. It builds brand awareness and recognition.
4. It helps increase sales and market share.
5. It reminds existing customers about the brand.
6. It helps businesses compete effectively in the market.
1. It informs customers about new products and services.
2. It persuades potential buyers to make a purchase.
3. It builds brand awareness and recognition.
4. It helps increase sales and market share.
5. It reminds existing customers about the brand.
6. It helps businesses compete effectively in the market.
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B8What is employee management?Show solution
Employee Management is the process of recruiting, training, motivating, evaluating, and retaining employees to ensure they perform effectively and contribute to the achievement of organizational goals. It involves managing performance, resolving conflicts, and maintaining a positive work environment.
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B9Is vendor management different from employee management? Enumerate.Show solution
Yes, vendor management is different from employee management:
| Vendor Management | Employee Management |
|---|---|
| Deals with external suppliers/vendors. | Deals with internal staff/employees. |
| Focuses on procurement, contracts, and delivery. | Focuses on performance, training, and motivation. |
| Relationship is contractual/commercial. | Relationship is employer-employee. |
| Governed by purchase agreements. | Governed by employment laws. |
| Vendor Management | Employee Management |
|---|---|
| Deals with external suppliers/vendors. | Deals with internal staff/employees. |
| Focuses on procurement, contracts, and delivery. | Focuses on performance, training, and motivation. |
| Relationship is contractual/commercial. | Relationship is employer-employee. |
| Governed by purchase agreements. | Governed by employment laws. |
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B10Differentiate between ATL and BTL.
LET'S REVISE — Section C: Short Answers (up to 75 words)
C1Explain in detail SMART goals.
C2Explain the disadvantages of skimming price method.
C3What are the qualities of a good brand name?
C4What are the rules for advertising?
C5What is AIDA?
C6What are the different roles played by a salesperson?
C7What are Public Relations?
C8Who is a stakeholder?
C9What are the main public relations tools?
C10Explain the benefits of CRM.
LET'S REVISE — Section D: Long Answers (up to 150 words)
D1What is penetration pricing method and enlist its advantages and disadvantages.
D2What are the various types of brand names from the entrepreneur's perspective?
D3What are the various factors which help in employee management?
D4How is vendor management done?
LET'S REVISE — Section E: Very Long Answers (up to 250 words)
E1Explain in detail any 3 pricing strategies.
E2Explain the important factors affecting the choice of channels of distribution by the manufacturer.
E3Explain Promotional mix in detail.
E4Explain any 6 commonly used media options.
E5Enlist some typical sales promotion activities.
E6Explain the methods of negotiation.
E7Explain the reasons for business failures.
LET'S REVISE — Section F: HOTS (High Order Thinking Skills)
F1Varshini started her high end boutique in a posh locality, but she was not aware of how to make her boutique popular in the area. Suggest some measures for it.
LET'S REVISE — Section G: Application Based Questions
G1Arvind has started his Italian food based restaurant. Does he have to register his trademark? And give the reasons for the same.
G2Imagine that you have started selling FMCG goods then what kind of promotional strategies will you be using?
LET'S REVISE — Section H: Activities
H1Create your own product with a brand name, logo and tagline.
H2Pick any two rival companies (For example, Coke and Pepsi) and find their marketing and promotional strategies.
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Ask a Doubt FreeFrequently Asked Questions
What are the important topics in Enterprise Marketing for CBSE Class 12 Entrepreneurship?
Key topics in Enterprise Marketing include Enterprise Marketing Concept Overview, Enterprise Marketing - Complete Overview, Enterprise Marketing Concept Overview. These are the concepts CBSE Class 12 examiners draw on most — study them first, then practise related questions.
How to score full marks in Enterprise Marketing — CBSE Class 12 Entrepreneurship?
Start by understanding all key concepts. Practise previous year questions from this chapter. Revise formulas and definitions regularly. Use flashcards for quick revision before the exam.
Where can I get free NCERT Solutions for Enterprise Marketing Class 12 Entrepreneurship?
This page has free step-by-step NCERT Solutions for every exercise question in Enterprise Marketing (CBSE Class 12 Entrepreneurship) — written the way examiners award marks: given, formula, working, answer.
Sources & Official References
- NCERT Official — ncert.nic.in
- CBSE Academic — cbseacademic.nic.in
- CBSE Official — cbse.gov.in
- National Education Policy 2020 — education.gov.in
Content is aligned to the official syllabus. Refer to the board website for the latest curriculum.
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