Question

(a) Explain the following functions of Marketing: (i) Marketing Planning (ii) Customer support services

Accepted Answer

(i) Marketing planning • A marketer has to develop appropriate marketing plans so that the marketing objectives of the organisation can be achieved. • A market plan covers various aspects including the plan for increasing the level of production, promotion of the products etc. and specify the action programmes to achieve these objectives. (ii) Customer support services • Customer support services include after sale services, handling customer complaints, maintenance services etc. • It provides maximum satisfaction to the customers. It is effective in bringing repeat sales and developing brand loyalty for a product.

Basis	Marketing Concept	Selling Concept
i) Meaning	Marketing Concept is based on the belief that profit could be maximised by identifying the needs of the present and prospective buyers and satisfying them in an effective way.	Selling Concept is based on the belief that the profits can be increased through increased sales volume, aggressive selling and promotion techniques.
ii) Main Focus	Its main focus is on customer needs.	Its main focus is on existing product.
iii) Means	It uses integrated marketing as a means to achieve the objective.	It uses selling and promotion as a means to achieve the objective.

Marking-scheme solution

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