Selling Concept

Selling Concept

The marketing management philosophy that holds that achieving organizational goals depends on determining the needs and wants of target markets and delivering the desired satisfactions more effectively and efficiently than competitors do.


Existing products

and promoting

Profits through sales volume

Starting point




The selling concept

           The Selling Concept. This is another common business orientation. It holds that consumers and businesses, if left alone, will ordinarily not buy enough of the selling company’s products.  The organization must, therefore, undertake an aggressive selling and promotion effort.  This concept assumes that consumers typically sho9w buyi8ng inertia or resistance and must be coaxed into buying.  It also assumes that the company has a whole battery of effective selling and promotional tools to stimulate more buying. Most firms practice the selling concept when they have overcapacity.  Their aim is to sell what they make rather than make what the market wants.

The idea that consumers wll not buy enough of the organization's products unless the organization undertakes large-scale selling and promotion effort.

Advantage: When the firm have overcapacity, selling concept become beneficial to sell their product.It can also be applicable in non-profit organizations or societies (See the example).
Disadvantage: Selling is largely a wasteful activity because a company truly practicing marketing concept will not need to sell its product. Marketing make selling redundant. Selling consume a lot of organizational resources, as the company force the product on customer.

Example: A political party, will vigorously sell its candidate to voters as a fantastic person for the job. The candidate works hard at selling him or herself - shaking hands, kissing babies, meeting donors and making speeches. Much money also has to be spent on radio and television...

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