Based on following case study and answer the question. 

Supriya started a garment manufacturing unit. Her objective was to maximise her sales in the very first year. For this she used aggressive selling technique. She got her firm registered with name "Styles Et Styles', which provided distinct identity to her firm. She used the most common tool for promotion, which is an impersonal form of communication. She started giving discount vouchers of her sister's accessories house. For sales promotion, she also started putting up her stalls in exhibitions in order to draw the attention of public. 

Which marketing management philosophy was followed by Supriya?

Selling Concept

The correct answer is option (2)- Selling Concept.

Based on the case study, the marketing management philosophy followed by Supriya appears to be the Selling Concept. Supriya is using an aggressive selling technique to maximize sales, which aligns with the Selling Concept. She is actively pushing her products into the market through various promotions like offering discount vouchers, setting up exhibition stalls, and using impersonal communication (advertising). These are all strategies commonly associated with the Selling Concept, which emphasizes making the customer buy the product, rather than focusing on understanding and satisfying customer needs.

The selling concept: With the passage of time, the marketing environment underwent change. The increase in the scale of business further improved the position with respect to supply of goods, resulting in increased competition among sellers. The product quality and availability did not ensure the survival and growth of firms because of the large number of sellers selling quality products. This led to greater importance to attracting and persuading customers to buy the product. The business philosophy changed. It was assumed that the customers would not buy, or not buy enough, unless they are adequately convinced and motivated to do so. Therefore, firms must undertake aggressive selling and promotional efforts to make customers buy their products. The use of promotional techniques such as advertising, personal selling and sales promotion were considered essential for selling of products. Thus, the focus of business firms shifted to pushing the sale of products through aggressive selling techniques with a view to persuade, lure or coax the buyers to buy the products.