Marketing and Selling

Many people think that marketing and selling are related terms. But, these two terms have different meanings in marketing management. So in order to become a success full marketing manager, it is necessary to understand these two terms.

Selling is an action which converts products into cash but marketing is the whole process of meeting and satisfying the needs and demands of the consumer. Marketing consists of all those activities that are associated with product planning, pricing, promoting and distributing the product or service. Selling focuses on the needs of the seller whereas marketing focuses on the needs of the buyer.

Selling is the modern version of exchange under barter system. When the focus is on selling, the businessman thinks that after production has been completed, the task of the sales force starts. It is also the task of the sales department to sell whatever the production department has manufactured. Aggressive sales methods are justified to meet this goal and customer’s actual needs and satisfaction are taken for granted. But marketing is a wider and all pervasive activity to a business firm. The task commences with identifying consumer needs and thus not end till feedback on consumer satisfaction from the consumption of the product is received. It is a long chain of activities which compromise production, packaging, promotion, pricing, distribution, and then the selling. Consumer needs become guiding force behind all these activities. Profits are not ignored but they are built on the long run basis.

Difference between Marketing and Selling are given below in the following table :

                           Selling                            Marketing
Focus is on the product. Focus is on customer needs and wants.
Company first makes the product and then think how to sell it. Company first determines customer and then think, how to make and deliver the product to satisfy customer’s wants.
Planning is short run oriented, in terms of today’s product and markets. Planning is a long run oriented in terms of new product, tomorrow’s markets and future growth.
Management in sales volume oriented. Management in profit oriented.
Stresses needs of seller. Stresses wants of buyers.