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BUSINESS  STUDIES 248 Marketing Versus Selling Many people confuse ‘selling’ for ‘marketing’. They consider these two terms as one and the same. Marketing refers to a large set of activities of which selling is just one part. For example, a marketer of televisions, before making the sale, does a lot of other activities such as planning the type and model of televisions to be produced, the price at which it would be sold and selecting the distribution outlets at which the same would be available, etc. In short, marketing involves whole range of activities relating to planning, pricing, promoting and distributing the products that satisfy customer’s needs. The function of selling, on the other hand, is restricted to promotion of goods and services through salesmanship, advertising, publicity and short-term incentives so that title of the product is transferred from seller to buyer or in other words product is converted into cash. M arketing M anagement goods started picking up but the Philosophies number of producers were limited. As a result, the demand exceeded In order to achieve desired exchange the supply. Selling was no problem. outcomes with target markets, it is important to decide what philosophy or Anybody who could produce the goods was able to sell. The focus of business thinking should guide the marketing activities was, therefore, on production efforts of an organisation. An of goods. It was believed that profits understanding of the philosophy or the concept to be adopted is important could be maximised by producing at large scale, thereby reducing the as it determines the emphasis or average cost of production. It was the weightage to be put on different also assumed that consumers would factors, in achieving the organisationalfavour those products which were objectives. For example, whether the marketingeffortsofanorganisationwill widely available at an affordable price. Thus, availability and affordability focus on the product—say designing of the product were considered to its features etc or on selling techniquebe the key to the success of a firm. or on customer’s needs or the social concerns. Therefore, greater emphasis was placed on improving the production The concept or philosophy of and distribution efficiency of the firms. marketing has evolved over a period of time, and is discussed as follows. The Product Concept The Production Concept As a result of emphasis on production During the earlier days of industrial capacity during the earlier days, the position of supply increased over revolution, the demand for industrial period of time. Mere availability and Reprint 2026-27