Marketing vs Selling
INTRODUCTION
The objective of all business enterprises is to satisfy the needs and wants of the society.
Marketing is, therefore, a basic function of all business firms. When a salesperson sells washing machines, a doctor treats a patient or a Government asks people to take their children for getting polio drops, each is marketing something to the targets.
Traditionally, small firm owners did not give as much importance to marketing as to other functions such as accountancy, production and selling. Training programmes, enterprise development and the current thrust for competitiveness have now given high priority to promoting marketing awareness among small business owners, and marketing is now assuming its rightful place along with other business functions.
Since early 1990s there has been a change in the thinking of businessman from product orientation to consumer orientation. Modern business concerns lay emphasis on ‘selling satisfaction’ and not merely on selling products. The activities have to be coordinated so as to develop the marketing mix, which provides maximum satisfaction to the customers.
That is why marketing research and product planning occupy an important role in marketing. The other important functions of marketing include: buying and assembling, selling, standardisation, packing, storing, transportation, promotion, pricing and risk bearing. Thus, the scope of marketing is very wide and no more restricted to merely selling of products.
16.1 OBJECTIVES
After reading this chapter you should be able to:
Explain the meaning and importance of ‘Marketing’.
Define the marketing concept and explain its essential focus.
Define the concept of market segmentation.
Define the term Marketing Research and discuss its importance for small firms.
Describe marketing mix and analyse the significance of its elements.
Explain the concept and significance and stages of product life cycle (PLC).
Identify the problems faced by
The objective of all business enterprises is to satisfy the needs and wants of the society.
Marketing is, therefore, a basic function of all business firms. When a salesperson sells washing machines, a doctor treats a patient or a Government asks people to take their children for getting polio drops, each is marketing something to the targets.
Traditionally, small firm owners did not give as much importance to marketing as to other functions such as accountancy, production and selling. Training programmes, enterprise development and the current thrust for competitiveness have now given high priority to promoting marketing awareness among small business owners, and marketing is now assuming its rightful place along with other business functions.
Since early 1990s there has been a change in the thinking of businessman from product orientation to consumer orientation. Modern business concerns lay emphasis on ‘selling satisfaction’ and not merely on selling products. The activities have to be coordinated so as to develop the marketing mix, which provides maximum satisfaction to the customers.
That is why marketing research and product planning occupy an important role in marketing. The other important functions of marketing include: buying and assembling, selling, standardisation, packing, storing, transportation, promotion, pricing and risk bearing. Thus, the scope of marketing is very wide and no more restricted to merely selling of products.
16.1 OBJECTIVES
After reading this chapter you should be able to:
Explain the meaning and importance of ‘Marketing’.
Define the marketing concept and explain its essential focus.
Define the concept of market segmentation.
Define the term Marketing Research and discuss its importance for small firms.
Describe marketing mix and analyse the significance of its elements.
Explain the concept and significance and stages of product life cycle (PLC).
Identify the problems faced by