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 conusmers, but stated that the cusumers would not buy or not buy enough unless they were adequately convinced and motivated for the same. Rohit stressed that a company cannot acieve 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 marketing efforts of their business. Also, state one more feature of the various types of thinking identified that is not given in the above para.

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Solution

Various types of thinking that guided the marketing efforts were:
Ginika
Societal Marketing concept
Feature of Societal marketing concept:
(i) It takes care of long term well being of the consumers as well as the society
(ii) It uses integrated marketing as a means to achieve the objective
(iii) Its objective is to earn profits through customer satisfaction and social welfare
(iv) The marketing efforts start from the identification of needs of the target market and the society.
Tanish
Selling concept
Feature of Selling concept:
(i) It uses aggressive selling and promotional techniques like advertising, personal selling and sales promition to achieve the objective
(ii) It involves pushing the sale of existing products
(iii) Its objective is to earn profits through increased volume of sales.
(iv) The marketing effots start after the product is produced in the factory
Rohit
Marketing concept
Feature:
(i) It involves development of products for satisfying needs of the target market better than the competitors.
(ii) Its focus is on satisfaction of customers needs.
(iii) It uses integrated marketing as a means to achieve the objective
(iv) The marketing efforts start from the identification of needs of the target market.

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