Which function of marketing is highlighted in the line, “They did all…

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, “They did all the primary and secondary market research in form of surveys, interviews, data mining etc.”?

Answer & explanation

Correct answer: option 1

The correct answer is Option (1) → Gathering and analyzing market information

Option (1) Gathering and analyzing market information — Correct. This function means collecting and studying information about the market to find out customers’ needs and the chances of meeting them. Surveys, interviews and data mining are tools of market research, which the startup used to understand its K-12 customers.
Option (2) Marketing Planning — Incorrect. Marketing planning sets the marketing objectives and the plan to achieve them, such as sales targets. Collecting data comes before it.
Option (3) Product designing and development — Incorrect. This function uses the information gathered to design the product. The line in the question stops at the research.
Option (4) Standardisation and Grading — Incorrect. Standardisation fixes standards of quality for a product, and grading sorts products into groups by quality. They apply mainly to goods such as farm produce, not to research.

NCERT (2026-27 Edition): “Functions Of Marketing … 1. Gathering and Analysing Market Information: One of the important functions of a marketer is to gather and analyse market information. This is necessary to identify the needs of the customers and take various decisions for the successful marketing of the products and services. …”

Which function of marketing is highlighted in the line, “They did all the primary and secondary market research in form of surveys, interviews, data mining etc.”?

Answer & explanation

Correct answer: option 1

The correct answer is Option (1) → Gathering and analyzing market information

Option (1) Gathering and analyzing market information — Correct. This function means collecting and studying information about the market to find out customers’ needs and the chances of meeting them. Surveys, interviews and data mining are tools of market research, which the startup used to understand its K-12 customers.
Option (2) Marketing Planning — Incorrect. Marketing planning sets the marketing objectives and the plan to achieve them, such as sales targets. Collecting data comes before it.
Option (3) Product designing and development — Incorrect. This function uses the information gathered to design the product. The line in the question stops at the research.
Option (4) Standardisation and Grading — Incorrect. Standardisation fixes standards of quality for a product, and grading sorts products into groups by quality. They apply mainly to goods such as farm produce, not to research.