Difference between Selling and MarketingPrinciples of Marketing Notes CBCS PatternB.Com 5th Sem HonsSelling V/S Marketing
Selling concept:
Now a days, as the technology advances along
with the quantity and quality of the goods, the art of selling the goods are
also very essential. The firms which follow the selling concept believe that in
order to motivate a customer to buy his product, he must be convinced by
aggressive selling and promotional efforts. Firms following selling concept
make use of advertising powers and other persuation techniques to influence the
customers.
In the words of Philip Kotler,” The Selling Concept holds that consumers and businesses, if left alone, will ordinarily will not buy enough of the organisation’s products. The organisation must, therefore, undertakes an aggressive selling and promotion efforts. This concept assumes that consumers typically show buying inertia or resistance and must be coaxed into buying. It also assumes that company has a whole battery of effective selling and promotion tools to stimulate more buying,”
Marketing Concept:
The marketing concept emerged in the mid
1950’s. The business generally shifted from a product – centered, make and sell
philosophy, to a customer centered, sense and respond philosophy. The marketing
concept concentrates on the need of the customers. This concept says than
product should be designed and produced keeping in mind the need of the
customers and try to satisfy the need better than the competitor. The marketing
concept holds that the key to achieving organizational goals consist of the
company being more effective than competitors in creating, delivering and communicating superior customers value. This
concept puts the customers at both the beginning and the end of the business
cycle. Every department and every worker should think about the customer and
acts as per need of the customer.
The American Marketing Association has
defined marketing as “an organizational function and a set of processes for
creating, communicating and delivering value to the customers and for managing
customer’s relations in ways that benefit the organization and the stake
holders.”
Peter Drucker says it this way that,” the aim
of marketing is to know and understand the customer so well that the product or
service fits him and sells itself. All that should be needed is to make the
product or the service available.”
Difference between Selling and Marketing
From the above discussion we find the following differences between
selling and marketing:
Selling |
Marketing |
a) Selling starts and ends with
the seller. |
a) Marketing starts and ends with
the consumers. |
b) Seeks to quickly convert
products into cash. |
b) Seeks to convert customer
‘needs’ into products. |
c) Seller is the centre of
business universe. |
c) Buyer is the centre of the
business universe |
d) Views Business as a goods
producing process. |
d) Views businesses as a customer
satisfying process. |
e) Seller preference determines
the formulation of marketing mix. |
e) Buyer determines the shape
marketing mix should take. |
f) Selling is product oriented. |
f) Marketing is customer
oriented. |
g)
Seller’s motives dominate marketing communication. |
g) Marketing communication is
looked upon as a tool for communicating the benefits / satisfactions provided
by the product. |
h)
Selling concept is short term perspective. |
h) Marketing concept is a long
term perspective. |
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