Marketing Management 3(2+1)

Lesson 05 : The Marketing concepts

The Selling Concept/Sales Concept

• The competition had increased owing to high demand of the product by early 1930’s.
• As mass production of products started, the organization had to undertake the production and also aggressive selling and promotion to magnetize the customers.
• The selling concept was practiced assertively with unsought goods such as insurance, encyclopedia etc. which the buyer do not think to buy.
• The main aim of the selling concept is to sell what they make rather than make what the market wants.
• According to this concept, the company’s focus is aimed at selling and so promotes lot of sales. It is supported by various promotional activities.
• To achieve this, advertising and marketing research were grouped under one marketing executive with each division headed by an executive who would report to the chief executive. Activities such as sales training, product servicing, sales analysis were put under marketing
• The function of marketing here is performed after the product was developed and produced.
• This concept prevailed up to 1950’s, though there is no specific era specified.