A company that once focused purely on aggressive one-time sales tactics shifts its strategy toward building long-term customer relationships, loyalty programmes, and after-sales support. This reflects a shift from the selling concept toward the:

Correct Answer: B) Relationship marketing concept — building long-term, mutually valuable relationships with customers rather than focusing on one-time transactions  —  loyalty programmes and after-sales support are specifically designed to build an ongoing relationship with the customer rather than close a single transaction — the core idea of relationship marketing. Why the other options are excluded: • A (production concept) is centred on manufacturing efficiency and reducing production cost, unrelated to the relationship-building focus described. • C (product concept) assumes a superior product will sell itself with minimal marketing effort — but the scenario describes active relationship-building, not passive reliance on product quality. • D is the very starting point the company is moving away from, as stated in the question. Example (Pension Sector): PFRDA's continuous investor-education initiatives and subscriber grievance-support systems for NPS reflect this same shift toward relationship marketing over one-time, transactional selling.