Read the following passage and answer the question.
EcoTech is a new brand focused on producing eco-friendly, energy-efficient electronic devices such as smartphones, laptops, and home appliances. Their mission is to provide consumers a sustainable alternatives to traditional electronics. The products are designed with recyclable materials, energy-efficient technology, and packaged in biodegradable materials. EcoTech's target market includes tech-savvy millennials, environmentally-conscious individuals, and businesses looking for sustainable solutions.
Following are the salient features of Eco Tech business:
1. EcoTech offers high-performance electronics that are made from sustainable materials and have lower energy consumption. They provide warranty and free repairs for the first year, and their products come with an eco-certification label to assure customers of the brand's environmental commitment.
2. The brand uses a premium pricing strategy. EcoTech's products are priced higher than conventional brands, reflecting the cost of sustainable production, innovation, and the value they offer in terms of environmental impact.
3. EcoTech's products are available through its online store, select retail outlets, and high-end department stores focused on sustainable living. They also offer global shipping, making their products accessible to international customers.
4. EcoTech sponsors sustainability events and runs awareness campaigns about the environmental impact of electronic waste and publishes the same in the press and their websites for information to customers.
Who is the marketer in the above case study?
Answer & explanation
Correct answer: option 2
The correct answer is Option (2) → Eco Tech
Option (1) Elderly consumers — Incorrect. Consumers are the buyers. The passage does not even name elderly people in EcoTech’s target market.
Option (2) Eco Tech — Correct. EcoTech is the seller. It designs the products, fixes their prices, sells them through stores and runs campaigns. The job of a marketer is to add to the value of the product so that customers prefer it. EcoTech does this with recyclable materials, warranty and free repairs. So EcoTech is the marketer.
Option (3) Budget-conscious shoppers — Incorrect. These are buyers who want low prices. EcoTech’s prices are high, so they are not even its target market.
Option (4) Large corporations — Incorrect. Businesses looking for sustainable solutions are EcoTech’s customers (buyers). They are not the seller.
NCERT (2026-27 Edition): “Customer Value: The process of marketing facilitates exchange of products and services between the buyers and the sellers. The buyers, however, make buying decisions on their perceptions of the value of the product or service in satisfying their need, in relation to its cost. A product will be purchased only if it is perceived to be giving greatest benefit or value for the money. The job of a marketer, therefore, is to add to the value of the product so that the customers prefer it in relation to the competing products and decide to purchase it.” “Marketing Planning: Another important activity or area of work of a marketer is to develop appropriate marketing plans so that the marketing objectives of the organisation can be achieved. …” |