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 the line, “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.”?
Answer & explanation
Correct answer: option 2
The correct answer is Option (2) → Customer support services
Option (1) Pricing of products — Incorrect. Pricing is about what the customer pays. The line is about services that help students use the product.
Option (2) Customer support services — Correct. Customer support services include after-sales services, handling complaints, maintenance, technical services and consumer information. They make it easier for customers to use the product, bring customer satisfaction, and help win repeat sales.
Option (3) Promotion — Incorrect. Promotion informs customers about the product and persuades them to buy. Services given after the purchase are support, not promotion.
Option (4) Physical distribution — Incorrect. Physical distribution moves the product to the customer. It does not help him use it.
NCERT (2026-27 Edition): “Functions Of Marketing … 7. 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. All these services aim at providing maximum satisfaction to the customers, which is the key to marketing success in modern days. Customer support services are very effective in bringing repeat sales from the customers and developing brand loyality for a product.” |