Introduction to the Selling Concept of Marketing
The basic difference between marketing and selling lies in the attitude towards business. The Selling Concept of Marketing takes an inside-out perspective. It starts with the factory, focuses on the company‘s existing products, and calls for heavy selling and also promoting to produce profitable sales. The marketing concept takes an outside-in perspective.
It starts with a well-defined market, focuses on customer needs, coordinates all the activities that will affect customers, and also produces profits through creating customer satisfaction. Lets see the Selling Concept of Marketing & its features in detail.
What is the Selling Concept of Marketing?
- The Selling concept of Marketing says that consumers will not buy enough of the organizations product unless it undertakes the large scale selling and promotion effort. It cannot expect its products to get picked up automatically by the customers.
- The company has to consciously push its products. Aggressive promotion and advertising, price discounts and publicity and public relations are the tools that increase sales. However, sales without satisfaction of consumers may be counter productive in the long run.
- The Selling Concept proposes that customers, be individual or organizations will not buy enough of the organization‘s products unless they are persuaded to do so through selling effort.
- So organizations should undertake selling and promotion of their products for marketing success. The consumers typically are inert and they need to be forced for buying by converting their inert need in to a buying motive through persuasion and selling action.
- The consumers typically show buying inertia or resistance and also must be coaxed into buying.
Aim of the Selling Concept of Marketing
- The aim is to sell what they make rather than make what the markets wants. Such marketing carries high risks.
- It focuses on creating sales transactions rather than on building long term, profitable relationships with customers.
Examples of the Selling Concept of Marketing
- This approach is applicable in the cases of unsought goods like life insurance, vacuum cleaner, fire fighting equipments including fire extinguishers.
- These industries are seen having a strong network of sales force.
- This concept is applicable for the firms having over capacity in which their goal is to sell what they produce than what the customer really wants.
- The selling philosophy assumes that a well-trained and motivated sales force can sell any product.
- However, soon companies began to realize that it is easier to sell a product that the customer wants, than to sell a product the customer does not want.
- When many companies began to realize this fact, the selling era gave way to the marketing era of the marketing concept and also philosophy.
Features of the Selling Concept of Marketing
- Focuses on seller’s needs.
- Product enjoys supreme importance.
- Converting product into cash.
- Profits through sales volume.
- Emphasis is placed on sale of products already produced.
- Fragmented approach to selling is practiced.
- The principle of caveat emptor (let the buyer beware) is followed.
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