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Marketing 249 low price of the product could not advertising, personal selling and sales ensure increased sale and as such the promotion were considered essential survival and growth of the firm. Thus, for selling of products. Thus, the focus of business firms shifted to pushing with the increase in the supply of the products, customers started looking the sale of products through aggressive for products which were superior in selling techniques with a view to quality, performance and features. persuade, lure or coax the buyers Therefore, the emphasis of the firms to buy the products. Making sale through any means became important. shifted from quantity of production to quality of products. The focus of It was assumed that buyers can be business activity changed to bringing manipulated but what was forgotten continuousimprovementinthequality, was that in the long run what matters most is the customer satisfaction, incorporating new features, etc. Thus, rather than anything else. product improvement became the key to profit maximisation of a firm, under the concept of product orientation. The Marketing Concept Marketing orientation implies that The Selling Concept focus on satisfaction of customer’s Withthepassageoftime,themarketing needs is the key to the success of any organisation in the market. environment underwent further It assumes that in the long run change. The increase in the scale of an organisation can achieve its business further improved the position with respect to supply of goods, objective of maximisation of profit by identifying the needs of its present resulting in increased competition and prospective buyers and satisfying among sellers. The product quality them in an effective way. All the and availability did not ensure the decisions in a firm are taken from survival and growth of firms because of the large number of sellers selling the point of view of the customers. In other words, customer’s satisfaction quality products. This led to greater become the focal point of all decision importancetoattractingandpersuading making in the organisation. For customers to buy the product. The example, what product will be business philosophy changed. It was produced, with what features and at assumed that the customers would what price shall it be sold, or where not buy, or not buy enough, unless shall it be made available for sale will they are adequately convinced and depend on what do the customers motivated to do so. Therefore, firms want. If the customers want features must undertake aggressive selling like double door in a refrigerator or a and promotional efforts to make separate provision for water cooler in customers buy their products. The it, the organisation would produce a use of promotional techniques such as refrigerator with these features, would Reprint 2026-27