SELLING CONCEPT vS MARKETING CONCEPT

SELLING ORIENTED COMPANIES VS MKTING ORIENTED COMPANIES

1. SELLING ORIENTED COMPANIES vs MARKETING ORIENTED COMPANIES By DEBARSHI BISWAS AKASH KUMAR GUPTA SUDIPTO BERA MOHD. EHTESHAM QADRI NIRANKUR DAS SAMEER KHAN

2. SELLING CONCEPT Vs MARKETING CONCEPT SELLING CONCEPT Inward focus on business. Define business by goods and services For everybody or the average consumer. Profitability through sales volume Less favorable in a competitive environment. MARKETING CONCEPT Outward focus on customer . Define business by benefits for customer To a specific group of customer Profitability through customer satisfaction. More favorable in a competitive environment.

3. How the companies think? Converting product into cash. Emphasis of sale of the product already used. Fragmented approach to selling. Buyer beware principle followed. Cost determine price. Converting customers need into product. Emphasis on product planning and development. Integrated approach to marketing. Seller beware principal followed. Customer determine price , price determine cost. SELLING CONCEPT MARKETING CONCEPT

4. HOW THE COMPANIES ACT Focus on seller’s needs Holds customer and business. Manufactures the product first. Sales volume oriented Focus on customer needs Holds customer and business. Identifies the customer first. Customer satisfaction with profit oriented. SELLING CONCEPT MARKETING CONCEPT

5. HOW THE COMPANIES PERFORM? Product supreme. Profit through sales volume Planning is short term oriented Aims at customer satisfaction with companies profit. Customer supreme. Profits through customer satisfaction. Planning is long term oriented. Aims at customers as profit targets. SELLING CONCEPT MARKETING CONCEPT

6. EXAMPLES Insurance, encyclopedia. Online shopping. Door-to- Door selling. Dell computers- provides platforms on which each persons customizes the features he desires. Automobiles industries. Designer clothes. SELLING ORIENTED COMPANIES MARKETING ORIENTED COMPANIES

7. EXAMPLES ( contd …) U ses more branded characters at one time than probably any other company in the history of marketing. A d starring their Gecko, Cavemen, or the googly -eyed pile of Kash . Presently GEICO has no fewer than six — count ‘ em …SIX! — different ad campaigns running, each with their own unique tone, style, flavor and message. Co-founded by entrepreneur Phil Knight and track & field coach Bill Bowerman back in 1964 as Blue Ribbon Sports, Nike boasted athletic roots right from the get-go, but the company didn't make the big leap until it took advantage of the jogging and fitness craze that swept the country in the late 1980s. GIECO NIKE