CBSE | DEPARTMENT OF SKILL EDUCATION

MARKETING AND SALES (SUBJECT CODE: 412)

MARKING SCHEME FOR CLASS X (SESSION 2023-2024)
Max. Time: 2 Hours Max. Marks: 50
General Instructions:
1. Please read the instructions carefully.
2. This Question Paper consists of 21 questions in two sections – Section A &
Section B.
3. Section A has Objective type questions whereas Section B contains Subjective
type questions.
4. Out of the given (5 + 16 =) 21 questions, a candidate has to answer (5 + 10
=) 15 questions in the allotted (maximum) time of 2 hours.
5. All questions of a particular section must be attempted in the correct order.
6. SECTION A - OBJECTIVE TYPE QUESTIONS (24 MARKS):
i. This section has 05 questions.
ii. There is no negative marking.
iii. Do as per the instructions given.
iv. Marks allotted are mentioned against each question/part.
7. SECTION B – SUBJECTIVE TYPE QUESTIONS (26 MARKS):
i. This section contains 16 questions.
ii. A candidate has to do 10 questions.
iii. Do as per the instructions given.
iv. Marks allotted are mentioned against each question/part.

SECTION A: OBJECTIVE TYPE QUESTIONS

Source Material Page

Unit/
(NCERT/PSSCIV no. of
Q. No. QUESTION Chap. Marks
E/ CBSE Study source
No.
Material) material
Q. 1 Answer any 4 out of the given 6 questions on Employability Skills (1 x 4 =
4 marks)
i. c. Psychosomatic disorders CBSE Study Unit-2 17 1
Material
ii. b. Self-regulation CBSE Study Unit-2 20 1
Material
iii. a. Windows CBSE Study Unit-3 22 1
Material
iv. c. Control panel CBSE Study Unit-3 24, 25 1
Material
v. a. Social entrepreneurship CBSE Study Unit-4 46 1
Material
vi. d. Marketing CBSE Study Unit-4 48-51 1
Material

Page 1 of 12
Q. 2 Answer any 5 out of the given 6 questions (1 x 5 = 5 marks)
i. Two main types of Marketing CBSE Study UNIT I 6 1
Mix are: Material
1. Product Marketing Mix
2. Services Marketing Mix
( ½ mark each)
ii. c. E Jerome McCarthy CBSE Study UNIT I 9 1
Material
iii. b.Skimming CBSE Study UNIT I 11 1
Material
iv. c. I, III, II CBSE Study UNIT II 23 1
Material
v. Consumer market where the CBSE Study UNIT II 24 1
consumer buy product for their Material
own consumption and business
market where business house
or industrial house buy goods
and services
( ½ mark each)
vi. b. Positioning on the basis of CBSE Study UNIT II 34, 35 1
illustrations Material
Q. 3 Answer any 5 out of the given 6 questions (1 x 5 = 5 marks)
i. Recommended CBSE Study UNIT III 43 1
Material
ii. d.Listen to it and handle it CBSE Study UNIT III 51 1
Material
iii. Technical products CBSE Study UNIT III 54 1
Material
iv. Follow up CBSE Study UNIT III 56 1
Material
v. b.Pre-approach CBSE Study UNIT III 47 1
Material
vi. d. Number of persons who may CBSE Study UNIT III 45 1
be possible customers Material
Q. 4 Answer any 5 out of the given 6 questions (1 x 5 = 5 marks)
i. a.Competition with low-priced CBSE Study UNIT 61 1
competitors Material IV

ii. In spite of showing keen interest CBSE Study UNIT 62 1

in the product sometimes Material IV
prospects take longer time to
make a ‘buying decision’, which
is called the “lead pipeline‟.

iii. a.Communication skills CBSE Study UNIT 65, 66 1

Material IV
iv. First and foremost duty of every CBSE Study UNIT 68 1
salesman is to call on existing Material IV
customers or new customers.

v. Salesman acts as spokesperson CBSE Study UNIT 69 1

of consumers. Material IV

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 vi. After-sale services techniques CBSE Study UNIT 72 1
(any two): Material IV
i.Regular contact
ii.Support Services
iii.Grievance handling

( ½ mark each)

Q. 5 Answer any 5 out of the given 6 questions (1 x 5 = 5 marks)

i. b.Communication CBSE Study UNIT V 81 1
Material
ii. c.To influence the consumer CBSE Study UNIT V 83 1
behaviors in favour of firm’s Material
products/services
iii. c.Feedback CBSE Study UNIT V 85 1
Material
iv. c. To ensure mutually CBSE Study UNIT V 86 1
acceptable deal for both parties Material
v. A salesman’s EQ will be CBSE Study UNIT V 92 1
considered good when he takes Material
into account the proposals and
priorities while making
presentation regarding the deal.
vi. a.Personal grooming CBSE Study UNIT V 93 1
Material

SECTION B: SUBJECTIVE TYPE QUESTIONS

Source
Material
Page
(NCERT/PS
Unit/ Chap. no. of
Q. No. QUESTION SCIVE/ Marks
No. source
CBSE
material
Study
Material)
Answer any 3 out of the given 5 questions on Employability Skills in 20 – 30 words
each (2 x 3 = 6 marks)
Q. 6 Two benefits of working CBSE Study Unit-2 19 2
independently: (any two of Material
the following)
 Ensures greater learning.
 Individuals feel more
empowered and
responsible.
 It provides flexibility to
choose and define
working hours and
working mechanisms.
 Failure and success of
the task assigned are
accounted by individuals.
Page 3 of 12
  Individuals become
assets to organizations,
groups and nations at
large.
 It ensures creativity and
satisfaction amongst
individuals.

Q. 7 Ways for stress CBSE Study Unit-2 18,19 2

management(any two): Material
Physical exercise - Physical
exercise in the form of
walking, skipping or any
sports relieves stress by
stabilizing mood, improving
self-esteem and inducing
sleep.
Yoga - Yoga includes a series
of postures and breathing
exercises practiced to
achieve control of body and
mind.
Meditation – By meditation,
an individual is able to focus
his/her mind to achieve a
calm mental state reducing
stress.
Enjoying - Recreational
activities such as watching
movies, attending concerts,
playing games singing,
dancing, sketching etc help
individuals transcend to a
happier mental state and help
manage stress.
Nature walks - Taking nature
walks brings us a calmness
by allowing our over
stimulated minds a chance to
relax and helps us to relax
( ½ mark for point, ½ for
explanation)
Q. 8 A file/ folder can be copied CBSE Study Unit-3 30 2
using keyboard by Material
following the given steps:
a. Select the file or the folder.
b. Press Ctrl + C to copy the
file or the folder.
c. Open the destination folder.
d. Press Ctrl + V to paste the
copied file.
( ½ mark for each step)

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 Q. 9 Role of Entrepreneurs as: CBSE Study Unit-4 52 2
Innovators - Entrepreneurs Material
innovate by bringing unique
and new products and
services into the market. In
many cases, these are
improved versions of existing
products or services
available. Innovation fuels
economic growth and helps to
boost global presence of
products and services.
Agents - Entrepreneurs act
as ‘Agents of Change’ as they
identify opportunities, solve
problems, offer effective
solutions, establish
enterprises, set up industries
and bring positive change for
the economy.
(1 Mark each)
Q. 10 The various tecnique CBSE Study Unit-4 57, 58 2
available to salesperson are Material
following (any four point)
 Assumption close
 Concluding close
 special scheme close
 Future close
 Alternative close
 Affordability close
( ½ mark each)
Answer any 4 out of the given 6 questions in 20 – 30 words each (2 x 4 = 8 marks)
Q. 11 Significance of Marketing CBSE Study UNIT I 6, 7 2
Mix (any two points): Material
I. Marketing mix helps in
pursuing consumer-
oriented marketing as it
serves as a direct link
between the
organization and its
customers thus
focusing on the
satisfaction of the
customers. It helps in
increasing the sales
and earning higher
profits.
II. Marketing mix gives
consideration to the
various elements of
marketing system. For
instance, the price of a
Page 5 of 12
 product depends upon
is features and
branding, packaging
etc. The different media
required in promoting
the product will depend
upon the product and its
features.
III. Marketing mix facilitates
meeting the
requirement of different
types of customers.
Product design, pricing,
promotion and
distribution will depend
upon the needs and
purchasing power of the
customers.
IV. Marketing mix signifies
that its four elements
are closely inter-related.
Decisions or changes in
one element usually
affect decisions or
changes in the other
(1 mark each)
Q. 12 Requirements for effective CBSE Study UNIT II 29 2
segmentation (any two): Material
1. The segment should be
measurable.
2. The segment should be
accessible.
3. The segment should be
substantial or large.
4. The segment should be
feasible.
5. The segment should be
different.
( 1 mark each)
Q. 13 Characteristics of good CBSE Study UNIT III 44 2
prospects (any two): Material
1. He should feel the need of
that product. This can be
pre-existing or can be
created as well.
2. In some cases, the
prospect needs a licence
or legal capacity to buy
the product, for example,
a medical prescription is
required to buy the
medicine, licence to buy a
gun, and only a major can
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 buy alcohol.
3. He should also have the
capability to pay for the
product.
4. He should also have the
ultimate decision-making
power to buy the product.
( 1 mark each)

Q. 14 Tips for making CBSE Study UNIT III 49 2

presentation effective: (any Material
4 points)
 It should be simple.
 It should be convincing.
 It should be in the
language the customer
can easily understand.
 It should be made from
customer‟s perspective.
 It should give a solution to
the problem being faced
by the customer.
 It should be eye-catching
and involving
( ½ mark each)

Q. 15 To steamline the sales CBSE Study UNIT IV 63 2

process a sales manager has Material
to create better system and
simplified process to hit sales
target. It require proper
planning along with a good
team so sale manager has to
put in more time and investing
in training and coaching of the
sale force.

Q. 16 To listen we need to make a CBSE Study UNIT V 86 2

conscious efforts not to just Material
hear what people are saying
but to take it in digest it and
understand. Not only does
listening enhance your ability
to understand better and
make you a better
commmunicator.it also make
the experience of speaking to
you more enjoyable to other
people.

Page 7 of 12
Answer any 3 out of the given 5 questions in 50– 80 words each (4 x 3 = 12 marks)
Q. 17 Ways of promotion (other CBSE Study UNIT I 12 4
than Advertising) – (any Material
four):
1. Sales Promotion:
Commonly used to
obtain an increase in
short term sales.
Examples - coupons or
special offers, loyalty
cards, coupons, price
promotions.
2. Public Relations: This
involves developing
positive relationships
with the organization
media public. The art
of good public relations
is not only to obtain
favorable publicity
within the media, but
also involves being
able to handle
successfully negative
attention.
3. Direct Mail: Is the
sending of publicity
material to a named
person from an
organization. Direct
marketing can come in
the form of post, e-
mail, telephone calls
and mail order.
4. Personal Selling:
Selling a product
service one to one.
This can either be
done face- toface (door
to door) or over the
phone.
5. Internet Marketing: The
use of the web for the
promotion of products
or services. This could
be the firm advertising
via the use of banner
ads, flash videos, or
Google keywords
( ½ mark for point, ½ for
explanation)

Page 8 of 12
Q. 18 i. Basis of market CBSE Study UNIT II 25, 26 4
segmentation considered by Material
Rounak is DEMOGRAPHIC
SEGMENTATION (1 mark)
ii. Factors included in
Demographic Segmentaion:
 Age - The tastes and
needs of people of
different age-groups
are different. Children
need toys, books,
chocolates etc., while
the needs of elders will
be quite different.
Hence, the marketer
has to see that the
product they have
produced is for all age-
groups or for a
particular age-group
 Gender - The marketer
can also segment his
market on the basis of
gender (male/female)
 Income- Segmentation
may be on the basis of
income level, higher
income group, middle
income group or lower
income group
 Education level –
Literate, Illiterate,
Highly educated –
segments may be
made as per education
level of people
 Occupation –
Occupation of people
such as jobs, skilled
workers, unskilled
workers, professionals
etc may be considered
for doing segmenation
 Religion – Religion of
people may be another
factor for doing
segmentation.

( ½ mark for point, ½ for

explanation)
[ 1 + 3 marks]

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Q. 19 Handling objections: CBSE Study UNIT III 51, 52 4
I. Objections related to high Material
price - The salesperson can
try to convince the buyer by
telling the customer the
importance of the product and
how valuable would it be for
him. If still the customer is not
convinced, then he can offer
some other alternative which
is of lesser value and suits his
pocket.
II. Objections related to
procrastination (lame
excuses) - The salesperson
should understand that some
people take time to decide
and cannot take immediate
decision to buy a product.
The only way to handle this
kind of objection is to ask for
a future commitment to buy
from the customer. As far as
possible, the salesperson
should try to fix up a meeting
in some future date in order to
move the sale forward.
(2 marks each)

Q. 20 Salesman should have CBSE Study UNIT IV 65 4

following information in order Material
to be able to discuss
confidently with his present
and prospective buyers:
I. He should be familiar
with various product
assortments, the
number of variants in
each product line, their
physical characteristics
and sizes, particular
features, advantages
and benefits.

II. He should know the

operations and
applications of the
products along with the
level of quality control
to convince his buyers
how his company's
product quality and
service is better in
Page 10 of 12
 comparison to his
competitors.
III. Knowledge of pricing
policy, cash discounts
and credit policies, to
negotiate and close the
transaction.
IV. Knowledge of
exchange policy,
transportation charges
or free shipping facility.
V. Knowledge about the
provisions for customer
service. It can be pre-
sales service, during-
sales or post-sales
service, depending on
the type of product or
service offered. He
should also be very
clear about the
warranty or guarantee
policy decided by the
company.

Q. 21 Negotiation skills (any CBSE Study UNIT V 87, 88 4

four): Material
I. Preparing for a
meeting: Before
entering a bargaining
meeting, a skilled
negotiator should
prepare for discussion
in the meeting. One
should collect
information regarding
buyer‟s objectives,
attitudes, personality,
financial position,
expectations, likes and
dislikes and priorities.
II. Discussion: A brief
discussion among the
parties provides an
opportunity to
understand other
party‟s behavior,
intentions and
objectives. One should
be a patient listener to
be followed by positive
talking behavior.

Page 11 of 12
III. Active listening:
Negotiators have the
skills to listen actively
to the other party
during discussion. It
helps to find out the
areas for compromise
to strike a deal.
IV. Proposing: At this
point of discussion the
seller/buyer should
send a proposal for
final negotiations.
When one party
initiates a proposal the
other party should treat
the proposal with
respect, seek
clarification if required
etc.
V. Emotional Control: It is
important that good
salesmen have ability
to keep their emotions
in check during
negotiations. At times it
can be frustrating but
salesman has to
control his emotions
during the meeting to
avoid unfavorable
results. Efforts should
be to reach a
compromise formula
instead of breaking
down the
communication
between the parties.
VI. Problem solving:
Individuals with
negotiations skills have
the ability to seek a
variety of solutions to
problems. One should
use negotiating skills in
solving the problems
i.e. agree to
compromise quickly to
end a stalemate and
close the deal.
( ½ mark for the point ½
for explanation)

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