Theory question 107
Marketing(a) Define marketing.
(b) State three functions of marketing.
(c) Explain the following terms: (i) customer service; (ii) sales promotion; (iii) exhibition; (iv) after-sales service.
Show the model answer
(a) Marketing is the process of identifying consumers' needs and wants and satisfying them profitably through the product, its price, promotion and distribution.
(b) Any three: market research; product planning and development; pricing; advertising and promotion; distribution; selling; packaging and branding; after-sales service.
(c)(i) Customer service: help and care given to customers before, during and after a purchase to satisfy them and keep them loyal.
(ii) Sales promotion: short-term activities that encourage people to buy, e.g. discounts, free samples, coupons, competitions.
(iii) Exhibition: a public display of goods for people to see, test and sometimes buy, to make them known.
(iv) After-sales service: services given after goods are sold, e.g. free delivery, installation, repairs, maintenance and guarantees.
Sales promotion is short-term; customer service is ongoing.