MARKETING & SALESMANSHIP
EMPLOYMENT POTENTIALS * WAGE EMPLOYMENT
. General Salesman/Sales Representative
. Sales Assistant/Shop Assistant/Counter Salesman
. Retail Salesman
. Wholesale Salesman/Selling Agent
. Purchasing Agent/Buyer
. Insurance Agent, Expert Salesman
* SELF EMPLOYMENT
. Wholesale Trader
. Retail Shop/Establishment
. Commission Agent
. Agency of Various products, Stockist
EMPLOYING AGENCIES . Business Organisations
. Marketing Corporations/Federations
. Co-operative Stores
. Public/Private Undertaking.
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SCHEME OF STUDIES
CLASS XI
1 2 3 4 5
SI. No. Subject Pds./Week Examination Total
Th. Prac. Total Th. Hrs. Prac. Hrs.
1. Language I 7 - 7 100 3 - - 100
2. Language II or 7 - 7 100 3 - - 100
Business Studies (054) or As per subject concerned
Introduction to Computer
Applications
3. General Foundation
Course 5 - 5 100 3 - - 100
4. Vocational Electives
I. Marketing 5 3 8 60 3 40 3 100
II. Salesmanship 5 3 8 60 3 40 3 100
III. Consumer Behaviour
and Protection 5 3 8 60 3 40 3 100
5. Physical & Health Education 2 - 2 - - - - -
6. Additional (optional)
I. Secretarial Practice
& Accounting 5 3 8 60 3 40 3 100
II. Office Communication 5 3 8 60 3 40 3 100
7. On-the-Job-Practical
Training : Total 8 weeks in classes XI & XII as per convenience
of collaborating institution/organisation. Suggested
period after class XI summer vacation and in class
XII autumn and winter break before January.
NOTE : (i) Subjects at SI. Nos. 1,2 (except Introduction to Computer Applications) and 5 are as per Academic Stream. Senior School Curriculum of the concerned year should be referred to for the courses in respect of said subjects.
(ii) Other SUbject(s) from Academic Stream or from Additional prescribed in the scheme may be offered in lieu of language-II by school if that is in relevance with Horizontal/Upward mobility.
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GENERAL FOUNDATION COURSE CLASS XI
(Same as given on page no. 25)
ELECTIVE I
MARKETING 3 HOURS CLASS XI MARKS 60
Theory
I. Introduction : Meaning, nature and scope of Marketing; importance of Marketing; Difference between Marketing & sellings; Concepts of Marketing : Production concept, product concept, Sales concept & Marketing concept 15
II. Marketing Information: Importance, Sources and methods of collecting data regarding existing demand and supply, competition, price, promotion and distribution;
Organisation and analysis of marketing information 10
III. Marketing Mix: Concept of marketing mix; Components of marketing mix : product, price, physical distribution & promotion (elementary introduction only); Factors determining marketing mix. 10
IV. Marketing Environment : Meaning, importance; Factors-Economic, Social, Cultural, Political & technological; Characteristics of the markets for consumer goods, industrial goods and services in India. 15
V. Marketing Segmentation : Meaning, importance; Basis of market segmentation. 10
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PRACTICAL
MARKETING 3 HOURS 40 MARKS
(Any three of the following)
I. Visit to retail and wholesale stores located nearby and prepare report on the frequency and volume of sale of selected products of different categories to customers classified by age and sex.
II. Ascertain from the local market of selected consumer goods to what extent economic, social and cultural factors affect the demand for particular goods, Prepare report.
III. Conduct household or market survey and report on the buying motive of consumers as regrads price and quality, consumers being classified by age, sex and income, given certain selected products.
IV. Survey of demand for selected products available under different brand names through household enquiries in the local area.
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ELECTIVE II
SALESMANSHIP 3 HOURS CLASS XI MARKS : 60
Theory
I. Introduction: Concept of personal selling and its importance, role and functions of a salesman. Types of salesmen; Qualities of a good salesman; selling as a career. 15
II. Selection of salesmen : Sources of recuritment; Method of selection; Need for training; Method of training. 10
III. Knowledge of the product: importance of complete product knowledge; Major areas of product knowledge - who manufactured ? How used? Durability of product; guarantee and warranty; price of product; competing products. 15
IV. Retail Selling : Attracting attention of prospective buyers, sales talks, awakening interest, creating desires, handling objections regarding price, quality and genuineness, using proper techniques to overcome objections and obtaining orders. 20
PRACTICAL
SALESMANSHIP 3 HOURS MARKS : 40
I. Conduct survey of small or medium size business firms located nereby to ascertain the duties of salesmen and preparing report thereon.
II. Identify from newspaper columns; the jobs of salesman advertised and the qualification desired.
Interview managers of organisations located nearby and ascertain the qualities of salesmen considered for appointment. Prepare reports.
III. Conduct market servey for selected consumer goods to study and report on the nature of packaging, name of manufacturer, price, substitutes (if any) and use of the product.
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ELECTIVE III :
CONSUMER BEHAVIOUR & PROTECTION 3 HOURS CLASS XI MARK 60 Theory
I. Introduction : Types of Buyers : Consumers, resellers, industrial buyer, government as a buyer; Meaning of and need for the study of consumer behaviour; Buying process - problem recognition, information search, evaluation of alternatives, purchase decision, feelings after purcahase 10
II. Determinants of consumer behaviour: Social, Cultural, Economic, Technological, Political and Psychological factors 10
III. Consumer Protection; who is a consumer ; need for consumer protection; Rights of consumers; Role of consumer organisations; Need for consumer awareness and consumer education; problems of consumer protection; Responsibilities of consumers. 20
IV. Legislation for consumer protection : Monopolies and Restrictive Trade Practices Act, 1969 - Acquaintance with monopolistic, restrictive and unfair trade practices and remedies thereof. Powers of MRTP Commission. 20
PRACTICAL
CONSUMER BEHAVIOUR & PROTECTION 3 HOURS MARKS : 40
1. Conduct a survey of atleast ten persons who have recently bought consumer durables to find out how they came to know of the product and what factors they considered while making purchase, and prepare a report.
2. Interview atleast ten ladies in your locality to find out what problems they came across as regards weight/quality/price of goods they frequently purchase. prepare a report.
3. Interview atleast ten persons who have purchased durable products to find out what steps they have taken for redressal of their grievance as regards defects in the product, if any and prepare a report.
MARKING SCHEME:
Assessment based on reports (10 marks each) 30 marks
Viva Voce 10 marks
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ADDITIONAL (OPTIONAL) SUBJECTS
1. SECRETARIAL PRACTICE AND ACCOUNTING CLASS XI
(Same as given on page no. 29)
2. OFFICE COMMUNICATION CLASS XI
(Same as given on page no. 31)
95
SCHEME OF STUDIES CLASS XII
1 2 3 4 5
Sl. No. Subject Pds./week Examination Total
Th. Prac. Total Th. Hrs. Prac. Hrs.
1. Language I 7 - 7 100 3 - - 100
2. Language II or 7 - 7 100 3 - - 100
Business Studies (054) or or As per subject concerned
Introduction to Computer
Applications
3. General Foundation
Course 5 - 5 100 3 - - 100
4. Vocational Electives
I. Marketing 5 3 8 60 3 40 3 100
II. Salesmanship 5 3 8 60 3 40 3 100
III. Consumer Behaviour
and Protection 5 3 8 60 3 40 3 100
5. Physical & Health Education 2 - 2 - - - - -
6. Additional (optional)
I. Secretarial Practice
& Accounting 5 3 8 60 3 40 3 100
II. Office Communication 5 3 8 60 3 40 3 100
7. On-the-Job-/Practical
Training : Total 8 weeks in classes XI & XII as per convenience
of collaborating institution/organisation. Suggested
period after class XI summer vacation and in class
XII autumn and winter break before January.
NOTE : (i) Subjects at SI. Nos. 1,2 (except Introduction to Computer Applications) and 5 are as per Academic Stream. Senior School Curriculum of the concerned year should be referred to for the courses in respect of said subjects.
(ii) Other subject(s) from Academic Stream or from Additional prescribed in the scheme may be offered in lieu of language-II by school if that is in relevance with Horizontal/Upward mobility.
96
GENERAL FOUNDATION COURSE CLASS XII
(Same as given on page no. 34)
ELECTIVE I
MARKETING 3 HOURS CLASS XII MARKS : 60
Theory
I. Product: Classification of Products - consumer and industrial, convenience, shopping and speciality goods, durable & nondurable goods; concept of product life-cycle (elementary knowledge); Branding & Packing. 15
II. Meaning & importance of distribution : Different channels of distribution - whole sale and retail trade; Functions of wholesalers; Types and functions of retail trading; Role of middlemen. 15
III. Promotion : Meaning, importance, and methods of promotion. Different modes of advertising, their merits and limitations; selecting suitable mode of advertisment. Buying motives and their use in advertisement. 15
IV. Pricing : Meaning and importance of pricing; price setting in practice, Factors affecting price determination; methods of price determination - cost based, demand-based, competition-based pricing. Discount and allowances. 15
97
PRACTICAL :
MARKETING 3 HOURS MARKS : 40
NOTE : Unit No. 4 is compulsory and any two units out of Unit No. 1, 2 and 3 may be alloted for practical. In total only THREE units are to be alloted to a student.
1. Market survey of selected consumer products on the basis of brand name and package. Collection of data and preparing report on the popularity of different brands and popularity and quality of packages of the products, and reasons there of.
2. Making enquiries form wholesalers and retailers to study and report on the channels of distribution of selected products.
3. Visiting Departmental store/retail, shop or consumer co-operative store located nereby to study and report on the functioning of the store or shop.
4. Screening advertisements in newspapers/magazines, and through radio and TV Programmes and reporting on the differences in appeal of different media of advertising.
MARKING SCHEME 40 MARKS
Viva Voce 10 marks
Assessment of 3 reports 30 marks
(10 marks each)
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ELECTIVE II
SALESMANSHIP (Outdoor selling/field sales)
3 HOURS CLASS XII MARKS : 60
Theory
I Identification of potential customers : Types of customers and their needs; Customer behaviour; Handling queries; helping customers in making choice; Buying motives - rational, emotional; Factors affecting purchase of products.
II. Planning sales presentation : Meaning, need and importance of sales presentation; planning calls to be made on potential customers; Setting objectives for the calls; Important points to be made and supporting evidence to be presented.
III. Sales Presentation : Methods of sales presentation; Steps in sales presentation - establishing rapport, identifying needs, providing information, highlighting benefits, introducing the product, demonstration, noticing buyer's interest.
IV. Handling Customer's objections and closing sales : Nature of objections - price, quality, competition, disadvantages,genuineness; using appropriate techniques to overcome objections; Helping customers in making choice; counselling and assurances; obtaining orders and closing sales. After sales service, complaints and follow up.
PRACTICAL
SALESMANSHIP 3 HOURS MARKS : 40
1. Role playing by each student as salesman with some other student playing the role of customer. Teacher concerned to assess the performance and external examiner to give his award on the basis of oral questions.
2. Preparation of sales presentation plan by each student on the basis of selected products to be sold and type of customers to be called upon.
99
3. Ascertaining through interview of outdoor Salesman (living or working nearby) the important steps which they follow in sales presentation and preparation of report thereon.
MARKING SCHEME Distribution of marks
Viva Voce 10 marks
Assessment of written reports 30 marks
(Based on Sl. no. 2 and 3.
100
ELECTIVE III
CONSUMER BEHAVIOUR & PROTECTION 3 HOURS CLASS XII MARKS : 60
Theory
I. Retailer and consumer behaviour Retail consumer needs and motives; Consumer behaviour in respect of convenience, shopping and speciality goods.
II. Industrial buying behaviour Characteristics of industrial buying, parties involved; industrial buying process; Determinats of industrial buying.
III. Legislation for consumer protection Consumer protection Act 1986 - Acquaintance with important provisions regarding defective goods, deficient services, excess pricing, unfair trade practices; who can make complaints; nature of remedies available, Enforcement machinery. Powers of District Forum, State Commission, and National Commission. Relevant provisions of Essentail Commodities Act and prevention of Black Marketing and maintenance of Supply of Essential Commodities Act, 1980.
IV. Other Important Legislation Relevant Provision of Marketing of Drugs and Cosmetics Act, Prevention of Food Adultration Act and Standards of Weights and Measures Act and the rules framed under the respective Acts.
PRACTICAL
CONSUMER BEHAVIOUR & PROTECTION 3 HOURS MARKS : 40
1. Interview at least ten persons of your locality to find out whether they are acquainted with the remedies provided under the Consumer Protection Act, for defective goods and how many of them have taken advantage of the same. Prepare a report.
101
2. Conduct a survey of at least five retailers to find out the consumer's reaction in a situation of shortages of supply of selected products in the category of convenience goods and shopping goods. Prepare a report.
3. Write a complaint addressed to the President of the Consumer Disputes Redressal Forum of your district stating the difference in quality of a specific product as compared to the claims made in the advertisement for the product in news paper/TV.
OR
Visit a District Forum in session to witness the hearing of particular cases and submit report. (The address of District Forums can be obtained from the Deptt. of Civil Supplies of the concerned state)
MARKING SCHEME Viva Voce 10 marks
Assessment based on report/complaint
written (10 marks each) 30 marks
102
ADDITIONAL (OPTIONAL) SUBJECTS
1. SECRETARIAL PRACTICE AND ACCOUNTING CLASS XII
(Same as given on page no. 39)
2. OFFICE COMMUNICATION CLASS XII
(Same as given on page no. 41)
Text Books and Reference Books.
1. Text book of salesmanship : Mac Graw Hill Ltd. (Indian Edition) Frederic
A, Russell, Frank H. Baach,
2. Selling - The Personal : A wiley: & Hilton publication Authors
force in marketing W.J.E. Crissy, William H. Conningham, isabella
C.M. Conningham
3. Salesmanship and Publicity : Dr. Rustom S. Davar
Progressive corporation Pvt. Ltd. Bombay
4. Salesmanship : D.B. Taraporevala Sons & Co. Pvt. Ltd.
Bombay
5. Salesmanship : M. Satyanarayan
Sales Management and Vara & Co. Publ. Bombay
Advertising
6. Principles of Marketing : J.C. Sinha
& Salesmanship R. Chand & Co. Delhi.
7. Marketing & Salemanship : S. A. Sherlekar Himalaya Publishing House
8. Marketing : N. Rajan Nair
Sultan Chand & Sons-Delhi
9. Salesmanship and Publicity. : J.S.K. Patel, Sultan Chand & Sons - Delhi
10. Marketing, Salesmanship : C.N. Santakki and R.G. Deshpande.
and Advertising Ravi Chandra Publication
11. Salesmanship : Grant Master.
Modern Principles & Practice. Hall, New Delhi
103
12. Sales Management : Author - H. Webster Johnson
Charless E. Merrial Publishing Compay,
Columbiachio
13. Marketing : Author - Carl MC Danel Jr.
Harper & Row Publishers New York
14. Fundamental of Modern : Authors - Edward W. Cundiff, Richard R.
Marketing Still and Norman A.P. Goroni
Prentice Hall of India Pvt. ltd. New Delhi
15. Marketing Management : Author- Philip Kotler.
Prentice Hall of India Ltd. New Delhi
16. Modern Marketing : Author - S. Sherlakar
Principles and Practices Himalaya Publising House
17. Principles and Practice of : Author - C.B. Memoria & R.L.Joshi.
Marketing in India. Kitab Mahal
List of Collaborating Institutions for On-the-job-Training
1. Retail hop establishments
2. Departmental Stores
3. Super Bazar Janta Bazars
4. Consumers Co-operative Stores
5. Dairy Farms Establishments/ Dairy Development Corporations
6. News paper agents
7. Company's authorised selling agents.
8. Companies manufacturing consumer goods, like HMT, Godrej
9. Pharmaceuticals/drugs manufacturing enterprises
10. Enterprises Manufacturing Typewriters, Computers, Electrostat Machines Etc.
11. Handloom Development Corporations.
12. Arts and Crafts Emporiums
13. Advertising Agencies
14. National Textiles Corporation.
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