Read the case and answer the question:
Shiva owns a small business of manufacturing notebooks. He has started this business in the basement of his house. His son Ganesh, helps him in selling note books to school students. Ganesh would go to schools near his home and sell them outside the schools. Shiva would go to metro station to sell the notebooks. Shiva has kept different variety of notebooks under the category of different colours, like Red colour notebook has plain sheets, Green colour notebooks ruled sheets and yellow colour means one side plain and other side ruled sheet. When Shiva started the business, he was not able to give a name to his product (Notebook). He developed the name later on, when Ganesh told him that without a name they can never be sure of the sale for their notebook so Shiva kept the name as 'Ganesh classic' notebook. He also added distinct mark to it. He kept the price low so as to attract more customers and used direct channel of distribution.
Which function of marketing is not being referred to in the above case?
Answer & explanation
Correct answer: option 3
The correct answer is Option (3) → Customer support services
Option (1) Branding — Referred to in the case (Incorrect). Shiva named the notebook ‘Ganesh Classic’ and added a distinct mark.
Option (2) Pricing of Product — Referred to in the case (Incorrect). He kept the price low to attract more customers.
Option (3) Customer support services — Not referred to in the case (Correct). Customer support services mean after-sales service, handling complaints, credit and maintenance. The case says nothing about any help given to buyers after the sale.
Option (4) Physical distribution — Referred to in the case (Incorrect). Ganesh sells outside schools and Shiva at the metro station. They use a direct channel. This is how the product reaches buyers.
NCERT (2026-27 Edition): “Branding: A very important decision area for marketing of most consumer products is whether to sell the product in its generic name (name of the category of the product, say Fan, Pen, etc.) or to sell them in a brand name (such as Pollar Fan or Rottomac Pen). …” “Customer Support Services: A very important function of the marketing management relates to developing customer support services such as after sales services, handling customer complaints and adjustments, procuring credit services, maintenance services, technical services and consumer information. …” “Pricing of Product: Price of product refers to the amount of money customers have to pay to obtain a product. Price is an important factor affecting the success or failure of a product in the market. …” “Physical Distribution: Managing physical distribution is another very important function in the marketing of goods and services. The two major decision areas under this function include (a) decision regarding channels of distribution or the marketing intermediaries (like whole salers, retailers) to be used and (b) physical movement of the product from where it is produced to a place where it is required by the customers for their consumption or use. …” |