Question

Ginika, Tanish and Rohit were friends from college days and now they are doing different kinds of business. They regularly meet and discuss their business ideas and exchange notes on customer satisfaction, marketing efforts, product designing, selling techniques, social concerns etc.
In one of such meetings, Ginika drew the attention of Tanish and Rohit towards the exploitation of consumers. She told that most of the sellers were exploiting the consumers in various ways and were not paying attention towards the social, ethical and ecological aspects of marketing, whereas she was not doing so.

Tanish told that they were under pressure to satisfy the consumers, but stated that the consumers would not buy or not buy enough unless they were adequately convinced and motivated for the same.

Rohit stressed that a company cannot achieve its objectives without understanding the needs of the customers. It was the duty of the businessmen to keep consumer satisfaction in mind because business is run by the resources made available to them by the society. He further stated that he himself was taking into consideration the needs of the customers.

Identify the various types of thinking that guided Ginika, Tanish and Rohit in the making efforts of their business. Also. state one more feature of the various types of thinking identified that is not given in the above para.

Answer 1

The following are the various types of thinking that guided Ginika, Tanish and Rohit in the marketing efforts of their business.

1) Societal marketing concept- According to the societal concept of marketing, organisations must work according to the needs and desires of the target market. The organisation must identify what is required by target customers and accordingly work towards delivering the results in the most effective and efficient manner. In addition, other aspects of consumer well-being (namely ecological,
ethical and social) must be taken into consideration by the organisation.

2) Selling concept- As per selling concept, customers would not buy or not buy enough unless they are adequately convinced and motivated for the same. In order to sell the products, products should be aggressively promoted. In this regard, advertising, personal selling and sales promotion techniques can be used by the organisation.

3) Marketing concept- According to the marketing concept of marketing management, the primary focus of business should be on customer satisfaction. It is based on the belief that customer satisfaction is the most important factor which determines the success of an organisation. A business must identify the target customer base and the market for which the efforts of the market should be made. It must keep in mind that it can survive in the long run only if it works effectively towards customer satisfaction.