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.
Identify which type of philosophy was advocated by Jaya for her business?
Answer & explanation
Correct answer: option 3
The correct answer is Option (3) → Societal marketing concept
Option (1) Selling concept — Incorrect. This is Pooja’s philosophy of persuading customers through aggressive selling.
Option (2) Product concept — Incorrect. The product concept holds that customers buy the product with the best quality and features, so the firm keeps improving the product. Jaya’s concern is different.
Option (3) Societal marketing concept — Correct. Jaya objects to sellers who exploit consumers and ignore the social, ethical and ecological aspects of marketing. The societal marketing concept satisfies customer needs in a way that also protects the long-term well-being of consumers and society. It is the marketing concept with the welfare of society added.
Option (4) Production concept — Incorrect. The production concept is about producing more at a lower cost. It pays no attention to society.
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. Apart from the customer satisfaction, it pays attention to the social, ethical and ecological aspects of marketing. …” |