Sales And Marketing

The marketing
concept asserts that businesses are required to focus on the consumers' needs and wants so they
can offer products or services that will satisfy these needs better than the competition. The
marketing concept brings to the fore the principle of competitive advantage and superior
offerings. This concept was developed because with time, consumers grew to be more discerning
and selective about their purchase decisions. In this regard businesses invested in strategies
that would provide them with information about what the consumer needs prior to product
development.

The selling concept, on the other hand, asserts that consumers
need to be influenced in order to buy the products on offer through promotional campaigns. The
focus of this concept is directed towards turning products into cash for the business.

In summary, the differences between the two are;

• The
  selling concept focuses on the needs of the seller while the marketing concept focuses on the
  needs of the buyer
• The selling concept works to turn products into cash
  while the marketing concept works to satisfy the customers' needs through the product


• In the selling concept, competition is predominantly centered on sales while in the
  marketing concept the competition is centered on consumer satisfaction

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