Dear Class 12 Samacheer Kalvi students, here are the text book solutions for Chapter 15, Recent Trends in Marketing in Commerce for your reference.
I. Choose the Correct Answers:
| 1. Selling goods/ services through internet is |
| a. Green marketing |
| b. E- business |
| c. Social marketing |
| d. Meta marketing |
| 2. Which is gateway to internet? |
| a. Portal |
| b. CPU |
| c. Modem |
| d. Webnaire |
| 3. Social marketing deals with: |
| a. Society |
| b. Social Class |
| c. Social change |
| d. Social evil |
| 4. Effective use of Social media marketing increase conversion rates of ___________. |
| a. Customer to buyers |
| b. Retailer to customers |
| c. One buyer to another buyer’s |
| d. Direct contact of marketer |
| 5. Pure play retailers are called |
| a. Market creators |
| b. Transaction brokers |
| c. Merchants |
| d. Agents |
II. Very Short Answer Questions:
1. What is service marketing?
Service marketing is a specialized branch of marketing. It denotes the processing of selling service goods like telecommunication, banking, insurance, car rentals, healthcare, tourism, professional services, repairs etc.
2. What is green marketing?
Green marketing implies marketing environmentally friendly products. It involves developing and promoting products and services which satisfy customers’ wants and needs for quality, performance, affordable pricing and convenience – all without causing a detrimental impact on the environment.
3. What is Ambush marketing?
Ambush marketing technique is a new technique whereby a particular advertiser seeks to connect his product to the event in the mind of potential customer without paying sponsoring expenses to the event.
4. What is Social marketing?
Social marketing is the systematic application of marketing philosophy and techniques to achieve specific behavioural goals which ensure social good. For example, asking people not to smoke in public areas.
III. Short Answer Questions:
1. What are the advantages of E-Marketing?
Advantages of E-Marketing are:
1. E – Marketing provides 24/7 service to its users. So consumer can shop or order the product anytime from anywhere.
2. Direct contact of end consumer by the manufacturers cuts down the substantially intermediation cost. Thus products bought through e-marketing become cheaper.
3. Customers can buy whatever they want just by browsing the various sites.
2. Discuss the objectives E-Marketing. (Any 3)
The following are the objectives of E-Marketing
1. Expansion of market share
2. Reduction of distribution and promotional expenses.
3. Achieving higher brand awareness.
3. Explain in detail about Niche marketing.
3. Explain in detail about Niche Marketing.
Niche marketing denotes a strategy of directing all marketing efforts towards one well defined segment of the population. There is no market in niche market. It is found by company, by identifying the need of customers which are not served or under served by the competitors.
The company which identifies niche market develops solutions to satisfy the needs of niche market. It involves specific target audience with a specialized offering. It aims at being a big fish in a small pond instead of being a small fish in a big pond. For example, sports channels like STAR Sports, ESPN, STAR Cricket and Fox Sports target the niche market of sports enthusiasts.
IV. Long Answer Questions:
1. Explain in detail how traditional marketing differ from E-marketing.
| E-Marketing | Traditional Marketing |
| It is very economical and faster way to promote the products. | It is very expensive and takes more time to promote product. |
| It is quiet easier for promoting product globally in the short time. | It is very expensive and time consuming to promote product/ service. |
| E-Business enterprises can expand their operation with minimum manpower. | It needs more man power. |
| In this marketing product can be sold or bought 24 x 7, round the year with minimum manpower. | That is not possible in traditional marketing. |
2. Discuss any two new methods of marketing.
Two new methods of marketing are:
Social Marketing
Social marketing is the systematic application of marketing philosophy and techniques to achieve specific behavioural goals which ensure social good. For example, this may include asking people not to smoke in public areas, asking them to wear seat belts or persuading them to follow speed limits.
The main aim of social marketing is ‘social good’ such as anti-tobacco, anti-drug, anti-pollution, anti-dowry, road safety, protection of girl child, against the use of plastic bags. Social marketing promotes the consumption of socially desirable products and develops health consciousness. It helps to eradicate social evils that affect the society and quality of life.
Guerrilla Marketing
Guerrilla Marketing is an unconventional promotional strategy that relies on creativity, time, and energy rather than a large marketing budget. It involves promoting products or services in public places such as streets, shopping malls, parks, and beaches.
This form of marketing aims to surprise consumers and create a strong impression about the brand. The unexpected nature of the promotion generates buzz and makes the brand memorable in the minds of the target audience. This, in turn, leads to positive responses and increased sales. Guerrilla Marketing is especially suitable for small companies that cannot afford large advertising budgets.
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