Business Idea
Jaya, Pooja and Manvi are school friends running their own successful businesses separately. They regularly meet and discuss their business ideas and exchange notes on production, customer satisfaction, product designing, product pricing, marketing efforts, selling techniques and social concerns etc. In one of such meetings, Jaya drew the attention of Pooja and Manvi towards exploitation of consumers. She said that most of the sellers were exploiting the consumers in various ways and were not paying attention to the social, ethical and ecological aspects of marketing, whereas she understood the importance of these factors and was trying to implement so. Pooja said that they were under pressure to satisfy the customer but stated that the customers would not buy, or not buy enough unless they are adequately convinced and motivated to do so. Manvi emphasized on the importance of keeping consumer's needs in mind and said that it was their duty to keep the customer satisfied and to take decisions from the point of view of consumers. She believes that someone who fails to identify customer preferences fails to satisfy the customer, cannot run their business with success in the long run.
Which of the following is a feature of the philosophy which Jaya applied in her business?
Answer & explanation
Correct answer: option 4
The correct answer is Option (4) → It uses integrated marketing as a means to achieve the objectives.
Option (1) It uses aggressive selling and promotional efforts to make customers buy their product. — Incorrect. Aggressive selling and promotion belong to the selling concept, which is Pooja’s philosophy.
Option (2) Its objective is to earn profit through customer satisfaction. — Incorrect. Profit through customer satisfaction is the aim of the plain marketing concept, which is Manvi’s. The societal concept aims at profit through customer satisfaction and social welfare. Without the welfare of society, the statement describes Manvi’s philosophy, not Jaya’s.
Option (3) It takes care of the short term well-being of the customer as well as society. — Incorrect. The societal concept looks after long-term well-being, not short-term. NTA swapped “long” for “short”, and the whole statement flipped. Slow down on every word.
Option (4) It uses integrated marketing as a means to achieve the objectives. — Correct. Jaya follows the societal marketing concept. Integrated marketing means that product, price, promotion and distribution are planned together around the customer. The marketing concept and the societal concept both use it as their means, so it is a feature of Jaya’s philosophy.
NCERT (2026-27 Edition): “The Societal Marketing Concept … The societal marketing concept holds that the task of any organisation is to identify the needs and wants of the target market and deliver the desired satisfaction in an effective and efficient manner so that the long-term well-being of the consumers and the society is taken care of. Thus, the societal marketing concept is the extension of the marketing concept as supplemented by the concern for the long-term welfare of the society. …”
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