Difference Between Selling And Marketing Marketing Essay

Published Date: 23 Mar 2015

The marketing philosophy or concept is one of the simplest ideas but it is also one of the most important, and one that is often difficult for a company to embrace. We have seen many companies has adapted different concepts and philosophy to achieve the right fit and eventually forced to move from old fashioned style to a more effective new concept. Selling concept is the traditional concept of marketing and marketing concept is the new concept of marketing which more customers centered. Both concepts have contribution to make a company profitable nevertheless marketing concept is more important to make a company more successful.

Selling Concept:

The concept of selling can be defined as 'push to sale' approach adapted by the company through forceful selling and advertising. Selling cannot take place in separation where the purchaser is absent alone with the product irrespective of curiosity and product quality. Therefore, selling approach need to be evolved in concern of product designing, pricing, marketing planning, promotion and placement for successful outcome. (Rajagopal, 2007)

Selling is a push purchase behavior, Selling concepts is not post purchase not pre purchase, it just Push to purchase. Therefore, it dictated, Company must be aggressive in push their sale. This approach while focusing on products, selling uses techniques for increase volume of sales to achieve the profit goal of the company

The selling concept assume that the customers are not purchase or use enough of the company goods and services until the company makes a significant effort to encourage customer interest to buy it's good and services. (Kevin Lane Keller, 2009)

Usually customers have a tendency to avoid buying unessential things.

Company sustains a muscular sales-oriented group to attract and keep the customer.

Customers can be encouraged to buy more through different campaign.

The selling concept is used on unessential products for instance club membership, yam pounding machines, smoke detectors, insurance and so on. This group of vendor using different strategies or technique design to verdict scenario and stress the remuneration of the products. However as today's consumers are more aware and more specific to their needs with a growing expectation selling concept has become ineffective in this term as it is clearly ineffective to identify customers needs and wants.

Marketing Concept:

Marketing is a social and managerial process which holds customer supreme in all business operations for best achievement through identification and satisfaction of the customers' present and future needs and wants. (David A. Gilliam, 2013)

Marketing is the process to introduce product and service and identify customer obtains and how they are satisfy. Marketing concept is consumer behavior, if the customers are satisfied with company product and services business will be more profitable. According to sam walton "There is only one boss: the customer." (Johan Botha, 2006)

marketing is the natural concept to let all type of people know about that how it occur also It shown product manufacture which is contain product quality, standard, price and growing product value for necessary purpose. (Philip J. Kotler, 2009)

The marketing concept intends the company achievement depends on its marketing attempt. The company delivering better quality compare to the its competitors in its target market

Importance

Marketing is important to identify the needs and satisfaction, needs can be managed by wants, wants are modified. Establish new product which sell instead of existing product trying to sell. Customer is more important than product in marketing.

1. Marketing got new product establishment.

2. Price allowances comparatively other competitor.

3. Marketing got vital rule for social awareness.

4. Needs, Wants, Satisfaction, relationship is important in marketing

Difference between selling and marketing

Concept

Started point

Focus

Means

Ends

Selling concept

Factory

Existing Products

Selling and promoting

Profits through sales volume

Marketing concept

Market

Consumer

Needs

Integrated marketing

Profits through customer satisfaction

Selling is narrow marketing is wider.

Selling concept does not focus on customer on the other hand marketing widely focus on customer.

Marketing products are designed from what the customer needs and selling product is already existed whether the customer need it or not.

Selling products are often standardized so the standard of quality is minimal whereas marketing products are specific to the needs of customer so quality issue is always in limelight.

Why marketing concept is superior

The marketing concept and selling concept both are different concepts of marketing.

The selling concept focus on sales and firm to be profitable but regardless product. This concept becomes popular after 2nd world war.

The marketing concept recently added with marketing. It main concept is to identify the needs modify the wants, satisfaction and customer relationship is more important on marketing.

The selling concept in marketing is the idea where customer not buying something automatically. Company need to sale. The meaning of that sales representative or attractive advertising encourage customer to buy their product which is not necessary for them.

Customer not interested to buy more of the company products until the company convinced them through the selling effort. So company need to undertake the selling and promotion their product for marketing success. Customers normally convert by their needs, needs motivate through the influence and selling action.

The selling concept is focus on advertising and forcing to sale companies particular product, the company truly believe that customer will convince after get their message and they will purchase those product. The main tools of selling concept are publicity.

Nowadays company collecting data from various survey, review sites, online forums and so on. Companies marketing strategy depends on those survey. People can find out easily what other people reflects of specific product and they can evaluate the price as well. For instance Tesco introduce Price promise.

5 Steps of consumer buying behavior

Identifying a need or problem

Beginning stages of consumer buying behavior is recognizing a needs, need is problem, needs can be manage by wants. Need start from society or to drive behavior. If the desire or problem is tricky, For instance weight losing, most of them will highlight their situation to understand, such as how to determine healthy weight?

Information search for solve the problem

When desire or problem has been identified, customers start searching information to find a solution. They may be identifying many ways to solve the problem. For instance people who want to pursue healthier life can either choose to go to gym or consume diet food. At this stage of buying process, company need to help the customer to get their product or services and make awareness of the solution.

Evaluating choice

Once the customers understand their situation and have information gathered on potential solution then evaluate the choice. This stage customer will observe provided information and start comparing specifically. For instance brand name, features, benefits of all solution. Branding, product differentiation is very important in this stage.

Purchase

After doing the wide-range of research and review on specific product or services the customers take decision to purchase, all necessary information require to supporting the decision to purchase.

Evaluate of the purchase

There is no relation without satisfaction. It is vital to build a strong customers relationship and encourage to more purchasing in future, it is not only depends on positive buying experience and after sale support, it also depends on reinforce of the customer awareness.

Consumer buying behavior is intricate creature. When people buy a product they follow the 5 stages of buying process does not matter what they are buying. Identifying skilled is important to identify the potential customer, and then supply relevant information to help them to buy from us it is important to make successful sales. And need to analysis prospective consumer drop off when and where, to know the scenario why potential customer leave us, buying process will help us to isolate where we need to improve. And marketing concept considers those steps to ensure value is created throughout the process.

Section-2

Market Segmentation:

The market segmentation is a concept of marketing which break up the whole market into the small pieces compare to the customer with the same taste, preference and demand. It is a small piece within big comprising of concurring individuals. One market segment is differing from other market segment. Market segment moreover comprise of personal who consider the same interest and same line. Similar segment react same way to the fluctuation in a market. According to Smith "segment are directly derived from the heterogeneity of customer wants." (Michel Autor Wedel, 2000)

Identification

The marketing have to identify and subdividing a fat homogenous market and clearly identify market segments, groups of consumers with similar needs that value similar benefits with similar priority loves. Its purpose is to intend marketing mixes that specifically match the customer expectations in the targeted segment. Some large company can meet to provide entire market needs. Most of the company breakdown their total demand into segments and select particular segments which can easy to knob (noel Capon, 2007).

Factors of affect market segmentation

Clear identify of the customer segment

Measurability of its effective size

Market Stability

Accessibility through promotional efforts and its appropriateness to the policies and resources of the company

Facebook

Facebook innovated by the college student to communicate with other students when they are outside of campus. In 2006 facebook become a largest social networks, all internet users can access facebook from different places in the world. People can share their thought with friends and family through the facebook. Nowadays facebook has a big attempt to create social awareness.

Activities

News referrals & Media- Update information or current news feds

Social updates- status updates, seeing other posted status liking and commenting their post.

Sharing- share photos, videos or any information with friends.

Using application- people can play games and some virtual games with friends, sending virtual gift and sharing application.

Invitation- sending invitation to other friends for special events.

Linking and Groups- join interest facebook groups and linking to other site.

As I have already discussed what segmentation is and how it helps to target a set of targeted audience to communicate the desired message more effectively and almost each and every companies in today's business focuses on segmentation where facebook is not an exception. Facebook mostly emphasize on demographic and psychographic segmentation along with behavioral. They constantly monitor the market trend and consumer lifestyle to identify the niche market. Before elaborating them I would like to briefly discuss what these segmentations are and how it works for facebook.

Behavioral Segment:

Every customer behavior is different according to their awareness status and level of involvement.

Facebook has segmented their customer by dividing into groups where they posses similar behavior. For instance people who are fans of a particular organization or any entity by giving them an opportunity to link with those sites and fan pages where those people possess similar behavior and interest towards that organization. These segments also can come as a form of branders, social-searchers (Chaney, 2001).

Demographic Segment:

This segment is mainly used segmentation categorized of market segment. Demographic segments are bases of age, gender, education, location, income, ethics, and life cycle.

Facebook users are segmented according to their age, sex, ethics, location, language and they also sells these information to their other customers who will be using those information to identify their targeted market. Beside these we all know facebook specific activities varies country to country, for instance people who live in china can read and write in facebook in their own language same applies to some other countries and also the advert in facebook we see in UK will not be seen in other countries, so these activities are immensely customized using demographic variables. (Dolores Rodrigo, 2010)

Psychographic Segment:

Psychographic segment is to classify according to customer traits personality for instance sociability, tradition, attitudes, self-reliance, interest and opinions.

In facebook users can share their interests and choices which rectify their lifestyle and social class, for instance users can check in to various place of interest and where they have been to recently and share with friends and family and also liking to specific artist, movies or character represents their psychological preference which could be valuable information to identify those similar group of people and convey desired messages and products. (McQuaid, 1992)

Conclusion

From the above discussion in task one it is clearly seen that marketing concept is superior to any other concepts which has been practiced before and key to success. Using marketing philosophy it will also be easier to segment the market, as the discussion developed to in task two where facebook uses marketing concept to segment the market. It is also seen that facebook mostly focuses on demographic segmentation with some other segmentation strategy like behavioral and psychological however the psychological segmentation strategy is not that extensive yet.