Statement–Assumption — “In every community where we sell our brands, we must remember we do not do business in markets; we do business in societies.” — A marketer Assumptions: I) Shops and markets are of no use in selling a brand. II) Understanding social behaviour is essential for marketers. Choose the implicit assumption(s).

Introduction / Context:The aphorism contrasts “markets” (as a narrow transactional view) with “societies” (broader cultural context). We must infer what belief underlies this guidance for marketers.

Given Data / Assumptions:

• Brands operate within norms, identities, and social meanings.
• Distribution venues (shops/markets) remain channels, not the whole reality.

Concept / Approach:An implicit assumption is one that must hold for the statement to make sense. The statement does not deny the utility of physical markets; rather, it elevates the importance of social understanding.

Step-by-Step Solution:

Verification / Alternative check:Brands succeed when messages, symbolism, and community fit align—evidence that social insight is vital.

Why Other Options Are Wrong:“Only I” misreads the statement; “Both” wrongly adds an absolute; “Neither” ignores the clear thrust.

Common Pitfalls:Taking rhetorical contrasts literally (i.e., markets being useless).

Final Answer:Only assumption II is implicit.