Part/unit weightage: 15 marks where the official CBSE structure groups this unit under the indicated section. Theory is 80 marks and project work is 20 marks. citeturn0search11

1. What You Need to Learn

Meaning and functions; philosophies; marketing mix; product, branding, packaging, labelling; pricing; physical distribution; promotion; advertising; personal selling; sales promotion; public relations.

2. Core Concepts

Marketing identifies customer needs and creates, communicates and delivers value. The marketing mix comprises product, price, place and promotion. Promotion includes advertising, personal selling, sales promotion and public relations.

3. Common Mistakes

Do not treat marketing as only selling. In case questions, first identify which element of the marketing mix is involved and then explain the relevant decision.

4. Case-Based & Exam Practice

1. Identify the marketing-mix element in a case.
2. Compare advertising and personal selling.
3. Explain factors affecting price or choice of distribution channel..

5. Quick Revision Checklist

• Can you define the key terms in NCERT language?
• Can you identify the concept from a business case?
• Can you explain the reason, feature, advantage or limitation?
• Can you apply the concept to a new situation?

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