The document contrasts the selling concept with the marketing concept in business. While the selling concept focuses on pushing products for immediate sales regardless of customer needs, the marketing concept prioritizes understanding and fulfilling customer needs to build long-term loyalty and satisfaction. Ultimately, the marketing concept aims for sustainable profit through customer loyalty, whereas the selling concept seeks quick profits from high sales volume.

1. Presentation of Marketing
Differences Between
Selling Concept and Marketing Concept
By: Rohan Byanjankar

2. Selling Concept
• If customers are left to themselves, they will not
make the effort to buy a company’s product.
• Mere sales oriented regardless of consumer
want, need and value,
• Primary agenda is to earn profit through larger
sales volume.

3. • Factory or Product is the initiative point of Selling
Concept.
• Selling of product through persuasion or different
means of selling though the product have detrimental
effect,
• It focuses on short term as intensive focus on pushing
product to the market and clearing the market as soon
as possible.
Contd…
Factory Product
Selling and
Promotion
Profit
through
Sales

4. • Marketing concept is the management process of
identifying the need of target customer , and
delivering product,
• Customer oriented and fosters on customer
value,
• Primary agenda is to earn profit through Customer
Satisfaction
• The loyalty of consumer is the ultimate source of
profit (focus on creating hard-core loyal customer
such as Apple Inc.)
Marketing Concept

5. • Identification of need of Target market is the
initial phase,
• Creates wants satisfying goods and services
which the consumers will want to buy.
• What is offered for sale is determined not by
the seller but by the buyers.
• Product is the resultant of market research
Contd…
Target
Market
Customer
Need
Integrated
Marketing
Profit
through
Satisfaction

6. Differences Between
Selling
Concept
Marketing
Concept
Process of selling starts with the creation of
product, and pushing it to market through
aggressive selling.
1
Process of marketing starts with the
identification of customer need, creation of
product based on market research, and
delivering product in such as way that
satisfies consumer need

7. Differences Between
Selling
Concept
Marketing
Concept
Sales Profit
Customer
Satisfaction
Profit
Higher Sales Higher Profit
Higher Satisfaction Higher Profit.
2

8. Selling
Concept
Marketing
Concept
Customer
Satisfaction
Focus on product
Focus on Customer want.
3
Differences Between
Product

9. Differences Between
Selling
Concept
Marketing
Concept
Customer
Put primary focus on
producer.
Producer Oriented
Put primary focus on
customer.
Customer Oriented
4
Producer

10. Differences Between
Selling
Concept
Marketing
Concept
Customer
Put primary focus on
producer.
Producer Oriented
Put primary focus on
customer.
Customer Oriented
5
Producer

11. Differences Between
Selling
Concept
Marketing
Concept
Quality
product at
reasonable
price
Emphasis with staying
with existing technology
and reducing cost.
Emphasis on innovation
and providing better quality
product at lower cost
6
Cost

12. Differences Between
Selling
Concept
Marketing
Concept
Cost Price
Customer Price
Cost of production determines price.
Customer determines price. Price determines cost.
7

13. Differences Between
Selling
Concept
Marketing
Concept
Product Value
Product Value
Believes in delivering product not value.
Believes in delivering product with maximizing value.
8

14. Differences Between
Selling
Concept
Marketing
Concept
Short term view; capturing market share
for short time
Long term view; focus on brand loyalty
and high switching cost.
9

15. Differences Between
Selling
Concept
Marketing
Concept
Examples
Toyota Motors
• Market research and understanding
consumer need
• Providing value to customer
• Profit through customer loyalty in long run
10
American Life of Insurance
• Short term rapid growth through
advertising
• Collapse in the long run