Selling | Marketing |
---|---|
Selling starts with the seller and the needs of the seller. | Marketing starts with the buyer and needs of the buyer. |
Seeks to quickly convert products into cash. | Seeks to convert customer needs into products. |
Seller is the center of the business universe. | Buyer is the center of the business universe. |
Views business as a goods producing process. | Views business as a customer satisfying process. |
Seller preference determines the formulation of marketing mix. | Buyer determines the shape marketing mix should take. |
Selling is product oriented | Marketing is customer oriented |
Sellers’ motives dominate communication | Communication dominated by benefits, satisfactions provided by the products. |
Starting point is factory | Starting point is marketplace |
Focus on existing products | Focus on customer needs |
Ending – profit through volume | Ending – profit through satisfaction |
Competition is predominantly centered on sales | Competition is centered on customer satisfaction |
Begins after production | Begins before production |
Comes to an end with sale | Continues after sale |
A narrow term in terms of meaning | A comprehensive term in terms of meaning |
Routine day to day process | Philosophy of business |
Let the buyer be aware | Let the seller be aware |
Fragmented approach | Integrated approach |
Short term perspective | Long term perspective |
Product first, then customer | Customer first, then product |
Selling is a PUSH | Marketing creates PULL |
Selling is a result of marketing | Marketing is a process |
Planning is short run oriented | Planning is long run oriented |
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