The-Evolution-of-Marketing-Selling-vs-Marketing-Concepts-Converted.pdf

The-Evolution-of-Marketing-Selling-vs-Marketing-Concepts-Converted.pdf

1. TheEvolutionofMarketing:
Sellingvs.Marketing
Concepts
AStrategicGuidetoModernBusinessPhilosophy.

2. SettingtheStage:Why
UnderstandingThisDistinction
Matters
StrategicClarity
Definingyourbusinessapproachiscrucialfor
aligninginternalteamsandmakingresource
allocationdecisionseffectively.
MarketRelevance
Intoday'scompetitivelandscape,businesses
mustadaptfromtransaction-focusedmodelsto
value-driven,customer-centricstrategiesto
ensurelong-termviability.
SustainableGrowth
Thecoredifferencedictateswhetheryour
focusisonshort-termsalesvolumeorbuilding
enduringcustomerrelationshipsthatdrive
repeatbusiness.

3. TheSellingConcept:FocusonTransaction
CorePhilosophy
Thebeliefthatconsumerswillnotbuyenoughofthefirm’sproductsunlessthe
firmundertakesalarge-scalesellingandpromotioneffort.
•Focusesintenselyonproductsandaggressivesalestechniques.
•Thegoalistomoveexistinginventoryquickly,regardlessoflong-term
customerneeds.
•Assumescustomerswillbuyifpersuaded,eveniftheproductisn'tperfectly
suitedtothem.
Thisconceptisoftenemployedforunsoughtgoods,suchasinsurance
orblooddonations,wherethebuyerdoesn'tnaturallythinkof
purchasing.

4. TheSellingConceptProcess:LinearandProduct-Driven
Thismodelprioritisesefficiencyinproductionandsalesforceeffortaboveallelse.

5. TheMarketingConcept:FocusonCustomerValue
CorePhilosophy
Achievingorganisationalgoalsdependsonknowingtheneedsandwantsof
targetmarketsanddeliveringthedesiredsatisfactionsbetterthan
competitorsdo.
•Startswiththecustomerandexternalmarketresearch.
•Focusesonlong-termvaluecreationandrelationshipbuilding.
•Thekeyisintegratingallcompanyactivitiestosatisfycustomers,leading
tocustomerloyaltyandprofit.
“Findwantsandfillthem.”

6. TheMarketingConceptProcess:Integratedand
Customer-Led
Successinthismodelisdrivenbysatisfyingcustomerneedsandbuildingdeeprelationships.
TargetMarketResearch
Identifycustomerneeds,wants,and
painpointsbeforeproductionbegins.
CustomerNeedsFocus
Developproductsandservices
specificallydesignedtomeetthose
discoveredneeds.
IntegratedMarketing
Coordinateallcompanyfunctions
(design,production,marketing)to
delivervalue.
ProfitviaSatisfaction
Generateprofitthroughcustomer
loyalty,repeatpurchases,andmarket
sharegrowth.

7. KeyDifferences:Sellingvs.MarketingConcept
StartingPoint Factory/Production TargetMarket/Needs
CoreFocus ExistingProducts CustomerNeeds
Means SellingandPromoting IntegratedMarketing
EndGoal ProfitviaSalesVolume ProfitviaCustomerSatisfaction
Thesellingconceptisinside-out(startingwiththefactory),whilethemarketingconceptisoutside-in(startingwiththecustomer).

8. WhichApproachReignsSupremeToday?Real-WorldExamples
MarketingConcept:Apple
Appledoesn'tjustsellphones;itidentifiesandanticipatesdeepuserdesiresforseamless
integration,intuitivedesign,andstatus,creatingintenseloyaltyandpremiumpricingpower.
SellingConcept:LifeInsurance
Whilesomemarketingexists,lifeinsurancelargelyreliesonthesellingconcept,usinghighly
trainedagentsandtargetedpromotionstopersuadecustomerstobuyaproducttheymight
notactivelyseekout.
Modernbusinessesoverwhelminglyfavourthemarketingconceptasitbuildsresilienceandadaptability.

9. ThePowerofCustomer-Centricity:Why
MarketingWins
Long-TermRelationships
Satisfiedcustomersbecome
advocates,drivingrepeatbusiness
andreducingacquisitioncosts.
SustainedAdvantage
Afocusonuniquecustomervalue
makestheofferingdifficultfor
competitorstoreplicatesolely
basedonprice.
MarketAdaptability
Constantmarketresearchensures
thecompanyremainsagileand
capableoffutureinnovationbased
onevolvingdemand.
Themarketingconcepttransformstransactionsintopartnerships.

10. Q&AandKeyTakeaways:YourPathtoMarket
Success
PrioritiseResearch
Investheavilyinunderstandingyour
targetaudience'sgenuineneeds,
notjusttheirstatedpreferences.
IntegrateFunctions
Ensureproduction,finance,and
marketingareallalignedaroundthe
centralgoalofcustomer
satisfaction(themarketing
concept).
SeekLoyaltyOverVolume
Focusonthevaluedeliveredto
eachcustomer,asprofitable
relationshipsaremoresustainable
thanhigh-volume,low-margin
transactions.
Thankyou.Wenowwelcomeanyquestionsregardingtheapplicationoftheseconceptsinyourorganisation.