Microsoft Word marketing doc

UNIT-III
 
3.0
SELLING 
Many companies follow another marketing management philosophy 
known as “Selling Concept” or “Sales Concept”. 
The selling concept holds that the consumers will not buy enough of the 
products unless the manufacturing organisation undertakes a substantial selling 
and promotion effort. 
3.1
MEANING AND IMPORTANCE 
The selling concept is common among those companies and orgnisations 
which sell “unsought goods” that require aggressive selling efforts such as 
encyclopedias, health insurance policies and other products which the buyers 
normally do not think of buying themselves. Non-profit organisations, 
religions, social, educational and cultural institutions and associations also 
practice the selling concept for raising funds and collecting donations. 
The selling concept is useful for the manufacturers with unutilised 
production capacity and for those marketers who are operating in a buyers 
market where the supply of a product exceeds its demand. Such manufacturers 
and marketers aim at selling what they can make, rather than making new things 
that can sell. In the industrially advanced and rich countries huge productive 
capacity has been created and the markets are flooded with varieties of products 
and the sellers have to strive hard for selling their goods. They adopt hard 
selling and aggressive salesmanship accompanied by intensive advertising 
through the media of television, radio and press. As such, marketing is 
identified with hard selling, intensive and aggressive sales promotion and 
advertising and most of the people think that selling is the most important part 
of marketing. 
But, in reality selling is only a small part of market and is not so 
essential. In the words of Peter Drucker “there will always be one can assume 
the need for selling. But, the aim of marketing is to make selling superfluous.
The aim of marketing is to know and underestand the customer as well that the 
product or service that fits him, sells itself”. 
In order to be a successful marketer, one has to identify consumer needs 
through marketing research, develop appropriate products, price them 
reasonably, make proper distribution arrangements and promote them 
effectively. Then his products will sell easily in the market. 

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19
The sellers who try to sell their product by hook or crook through 
aggressive selling assume very high risks. The customers who are persuaded by 
such sellers to buy produce which do not serve their purpose will badly tell 
about the product to their friends or neighbours and some of them may even 
complain to consumer organisations. The sellers will be in trouble and their 
future sales will be adversely affected. 
According 
to 
Prof.T.Levilt in his article entitled “Marketing Myopia”, in 
which he has stated – “selling focusses on the needs of the seller, marketing on 
the needs of the buyer. Selling is preoccupied with the seller’s need to convert 
his product into cash, marketing with the idea of satisfying the needs of the 
customers by means of the product and the whole cluster of things associated 
with creating, delivering and finally consuming it. Selling aims at profit 
through sales volume; marketing aims at profit through servicing customer 
demand”.