Akshey wants to start a new business venture in Edtech space in India. He has also got some of his friends as Co-founders in the startup. The main target customer segment was K-12. They did all the primary and secondary market research in form of surveys, interviews, data mining, etc. By understanding the needs, they finally developed a product in such a way that attracts the targeted customers. To make it easier for the students to use the product, they included services such as after sales services, maintenance services, and technical services in their product. The company decided to follow freemium model to charge for the product. Some elements were available for free while a certain amount was charged to avail the services of other elements. The company launched multiple programs to inform school students about all this.
Which function of marketing is highlighted in this statement - “The company launched multiple programs to inform school students about all this.”
Answer & explanation
Correct answer: option 3
The correct answer is Option (3) → Promotion
Option (1) Customer support services — Incorrect. These are after-sales and technical services that help customers use the product. Informing students about it is a different function.
Option (2) Pricing of products — Incorrect. Pricing fixes how much the customer pays. The freemium model is the pricing in this passage, not the programmes.
Option (3) Promotion — Correct. Promotion means informing customers about the product and persuading them to buy it, through advertising, personal selling, sales promotion and publicity. The company ran programmes to tell school students about the product, its services and its pricing.
Option (4) Physical distribution — Incorrect. Physical distribution is about getting the product from the place of production to the customer, through transport, warehousing and stock control.
NCERT (2026-27 Edition): “Functions Of Marketing … 9. Promotion: Promotion of products and services involves informing the customers about the firm’s product, its features, etc., and persuading them to purchase these products. The four important methods of promotion include advertising, Personal Selling, Publicity and Sales Promotion. …” |