Cool Air Ltd. sells air conditioners. For two years after the sale, it sends a technician to check and repair each buyer’s air conditioner, and it attends to buyers’ complaints over the phone. Which function of marketing does this show?
Answer & explanation
Correct answer: option 3
The correct answer is Option (3) → Customer support services
Option (1) Product designing and development — Incorrect. Product designing makes the product attractive and improves its performance. It is done before the product is sold.
Option (2) Physical distribution — Incorrect. Physical distribution makes the product available at the right place and time, through transport, warehousing and inventory control. Repair visits and phone help after the sale do not move goods to buyers.
Option (3) Customer support services — Correct. Customer support services include after sales services, handling customer complaints and maintenance services. The technician visits and phone help are such services, and they bring repeat sales.
Option (4) Promotion — Incorrect. Promotion informs customers and persuades them to buy, through advertising, personal selling and other tools. The visits and phone help come after the sale; they serve buyers.
NCERT (2026-27 Edition): “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.” |