Can Someone Discuss On Selling Concept Of Marketing?

The concept of marketing holds that achieving organizational goals depends on determining the needs and wants of target markets and delivering the desired satisfactions more effectively and efficiently than competitors do. The marketing and selling concepts are often confused but despite this confusion, there are many organizations that follow the selling concept. The selling concept is the idea that consumers will not buy enough of the organization's products unless the organization undertakes a large-scale selling and promotion effort.

The five most important points of the selling concept of the marketing are describe hereunder: -


1. This concept is typically practiced with unsought goods (those that buyers do not normally think of buying e.g. insurance policies).
2. The selling concept takes an "inside-out" perspective (focuses on existing products and uses heavy promotion and selling efforts).
3. To be successful with this concept, the organization must be good at tracking down the interested buyer and selling them on product benefits.
4. Industries that use this concept usually have overcapacity. Their aim is to sell what they make rather than make what will sell in the market.
5. There are not only high risks with this approach but low satisfaction by customers.

This concept emphasizes on aggressive selling and high promotional back up. Selling, concept is practical on what we call as 'unsought goods' such as insurance, encyclopaedia etc. At most times, the selling concept is practical by managers having uniqueness and overcapacity. Their aim is to sell what they can make rather that what the market needs. The customer still may not fully like the product and have what we calls 'bad-mouth'. Bad mouth is when a customer talks not in favours of the product. Bad mouth travels fast.

Selling is a very vital function of business firms. The major objectives of business enterprises include profit earning or maximizing, increasing the wealth of owners and promoting public welfare. All these objectives depend on money, which comes through profit that is earned by sale, which are generated by selling.
Selling refers to a systematic process consisting in identifying customers needs, convincing the customer of that need and recognizing by him the values of a particular product or services for his need. In other words may defined as the orderly process whereby the customers are made aware of their existing and future needs and then they are shown how their needs can be satisfied by particular products or services. Infact selling means arousing wants in the customers. It is fostering want awareness and wants satisfaction in the customer where by be must buy products or services so that a sale takes place. It is critical aspect of the promotional strategy of a firm. Selling is usually face-to-face, one-to-one situation existed both in retail sales person and a prospective buyer. This situation existed both in retail sales involving ultimate customer and also in business-to-business transactions.

Distunguish clearly between the selling concept and marketing concept