10/29/2009

Marketing Vs Selling
By Dr. Swatantra Kumar

10/29/2009

Dr. Swatantra Kumar, Marketing Management

The sales concept

The firms having sales orientation believe that the marketings major concern is to aggressively push the products and persuade the customers to buy the offered product. Tools
High-power personal selling Heavy advertising Large-scale sales promotion Heavy price discounts
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The buzzword
Push the product any how to the customer

10/29/2009

Dr. Swatantra Kumar, Marketing Management

The assumption
Selling is synonymous with marketing

10/29/2009

Dr. Swatantra Kumar, Marketing Management

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The outcome
Just because a company aggressively promotes and pushes its products, it cannot expect its products to get picked up automatically by the customers

10/29/2009

Dr. Swatantra Kumar, Marketing Management

The marketing concept

Customer is central to business (customer is the king) Understanding the needs of customers and meeting them through the firms product/offer is the real job of marketing

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Dr. Swatantra Kumar, Marketing Management

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The difference
Selling Starts with the seller, focuses on the need of the seller Seller is centre of business Emphasis on the saleable surplus available with the corporation Views business as a goodsproducing process
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Marketing Starts with the buyer, and focuses on his/her needs. Buyer is the centre Emphasis is on identification of a customer need/market opportunity. The aim is to convert needs into products As a customer satisfying process
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Dr. Swatantra Kumar, Marketing Management

Contd..
Selling Overemphasize the exchange aspect Seller oriented marketing mix Make first sell later Emphasis on existing technology and cost reduction Distribution as extension of production function
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Marketing Emphasize on the value satisfaction aspect of exchange Buyer oriented Mkt. Mix Produce what customer wants. On innovation, better technology and value Distribution for customer convenience
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Dr. Swatantra Kumar, Marketing Management

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Contd..
Selling Seller motive dominate marketing communications Cost determines the price Emphasis on somehow selling; there is no coordination among the different functions of the total marketing mix Selling views the customer as the last link in the business
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Marketing As the tool for communicating the benefits/satisfactions provided by the product Customer determines price; price determines the cost On integrated marketing; covering all 4Ps Marketing views the customer as the very purpose of business.
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Dr. Swatantra Kumar, Marketing Management

Marketing function (the current view)

Customer Marketing Other functions of business

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Q. What Maruti Suzuki is doing

Marketing Selling

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Dr. Swatantra Kumar, Marketing Management

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Q. What Hindustan Motors (Ambassador) is Doing

Marketing Selling

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