Question

Sujhav Limited is a company dealing in various types of fire extinguishers. Considering the fact that people generally don’t buy fire extinguishers, the company undertakes aggressive sales promotion efforts in order to create and maintain demand for the product. Identify the type of marketing philosophy being described in the given case.

Options

• Product concept

• Selling concept

• Marketing concept

• Societal marketing concept

• Production concept

Answer 1

Selling concept

Explanation:

The selling concept is based on the idea that customers will not buy enough of the company’s products unless it undertakes a large-scale selling and promotional effort. This is precisely what Sujhav Limited is doing: aggressively promoting the product to create and maintain demand.

The production concept (option b) is incorrect because that focuses on the efficiency of production, not selling. The product concept focuses on product quality and features. The marketing concept focuses on satisfying customer needs, not aggressive selling.