A Ltd. Believes that products and services are bought not merely because of their quality, packing or brand name, but because they satisfy a specific need of a customer.
Identify the marketing management concept followed by the company.

Radhika Ltd. Manufacturing refrigerators takes all the marketing decisions from the point of view of the customers. The market research reveals that the customers want features like double door in the refrigerators and a separate provision for water cooler in it. The company not only started producing refrigerators with these features but also priced it at a level which the customers are willing to pay. Consequently, the sales of the firm doubled in a month. Identify the marketing management philosophy followed by Radhika Ltd.

Diksha Ltd. Was marketing diswashers which were very popular due to their quality and after-sale services provided to the customers. The company was a leading company in the market and earing huge profits. Because of huge profits the company ignored its after- sale services. As a result its relations with the customers got spoiled and the image of the company was damaged in the eyes of the public. Top management became concerned when the profits for the current quarter fell steeply. On analysis it was revealed that ignoring after-sale services was its reason. Therefore, the company took all possible measures to protect and promote its image. As a result the goodwill of the company improved in the society. Also explain role of the tool as identified in part (i).

Diksha Ltd. Was marketing diswashers which were very popular due to their quality and after-sale services provided to the customers. The company was a leading company in the market and earing huge profits. Because of huge profits the company ignored its after- sale services. As a result its relations with the customers got spoiled and the image of the company was damaged in the eyes of the public. Top management became concerned when the profits for the current quarter fell steeply. On analysis it was revealed that ignoring after-sale services was its reason. Therefore, the company took all possible measures to protect and promote its image. As a result the goodwill of the company improved in the society. Name and state the communication tool used by the marketer in the above case to improve its images.

Radha found a worm crawling out of newly opened tetra pack of a juice manufactured by a reputed company, Zest, Ltd. She went back to the shopkeeper from whom the pack was purchased who directed her to call up the customer care centre. When all her efforts failed, she went to a consumer activist group to seek help. The group decided to help Radha and take measures to impose restrictions on teh sale of the firm's products of the particular batch and urge customers to refrain from buying the products of the company. Zest Ltd. lost its image in the market. The CEO gives the responsibility of bringing back the lost image of the company to a Manager. (a) Identify the comcept of Marketing Management which will help the Manager getting the firm out of the above crisis. (b) Also explain the role of above identified concept by stating any two points.