MARKETING AND SALES class 9

MARKETING AND SALES
UNIT 1: INTRODUCTION TO MARKETING AND SALES

WHAT IS MARKETING
Students should understand the meaning od the term Marketing. Simply
stated the meaning of the term Marketing is “performance of business
activities that direct the flow of goods from producers to consumers or
users”. It may be said that marketing includes all those activities which
effect changes in the ownership and possession of goods and services.
According to the Marketing Guru Philip Kotler, “Marketing is a social and

managerial process by which individuals and organization get what they
need and want through creating, offering and exchange of products of
value with others.”
If we analyze the above defination, the following points will emerge to

understand the meaning of marketing:
a. Discovering and translating consumer needs and desires into products
and services.
b. Creating demands for these products and services.
c. Serving the customers demand.
d. Expanding the market even in the face of keen competition
Thus, the general aim of marketing is to have a regular flow of goods

among customers with a definite target to ensure the optimum
satisfaction of the organizations, customers and society. These can be
achieved if businesses concerns conduct their marketing activities with
responsibility and following the clear-cut conceptswhich are
1. The Product Concept

2. The Selling Concept
3. The Marketing Concept
4. The Societal Marketing Concept
THE PRODUCT CONCEPT:-

The product concept is the oldest guiding concept for producers. It
is believed that is the peoduct is goodand reasonably priced it will
fetch or attract many customers and no special marketing efforts
are required to be made. It is the quality of the product that attracts
the customers. But, product oriented companies often design their
product with little or no customer/consumer inputs. This concept
doesn’t remains profitable in the long run and marketers have no
choice but to move to the next concept.
This concept has failed in operation. Companies having produced
quality products have not been able to push up the sales unless
other positive steps to design, attractive packages and price the
product and place them in proper distribution channels so as to
bring them to the notice of the prospective buyers or persons
concerned and convince them that the products have superior
quality and fair price.
THE SELLING CONCEPT:-

The second concept is the “Selling Concept”. Under this it is
presumed that customer will not normally buy unless they are
approached and convinced which means that consumer satisfaction
is considered secondary, selling the product is the prime
consideration. This concept is used for goods which customers don’t
buy normally, like vacuum cleaners, insurance etc. These goods are
aggressively sold by tracking down the target segment and sold on
the virtue of the product benefits. In the words of Kotler “there is
little measurement of what the people wants and a lot of selling
effort to get the public to accept policies that a few want.”
The Selling Concept:

 Consumers and businesses, if left alone, will ordinarily not buy
enough of organization’s products.
 Focus: undertake an aggressive selling and promotion effort.
 Examples: unsought goods, encyclopedias, funeral plots,
foundations.
THE MARKETING CONCEPT:

Under this concept the organization tries it’s best to determine
the needs, wants and desires of the buyer’s market and finally
take steps to deliver the desired satisfaction most effectively and
efficiently. The organization believes that it can win the loyalty
of it’s customers only by giving them satisfactory services.
Winning the confidence of customers is as good as fulfilling the
goals of the organization.
The Marketing Concept:

Philosophy: Satisfied customer wants or needs
Objective: Customer and profit orientation in whole firm
How: Focus on total marketing mix.
THE SOCIAL MARKETING CONCEPT:

Although marketing concept has been accepted as one of the
tools of satisfying customers, it becomes difficult in practice to
establish it. It demands proper planning, persuasion skills,
communication skills, education and organization.
In this concept, the focus is on giving individual satisfaction so

far the customer is concerned, by providing quality products at
reasonable price, good supply channels and maintain public
welfare. This attitude on the part of the organization encourages
customers to patronize it and achieve long term profits. For
example, if a company produces a vehicle which consumes less
petrol but spreads pollution. This will result in only consumer
satisfaction and not the social welfare.
Primarily two elements are included under social welfare-high-

level of human life and pollution free atmosphere. Therefore,
the companies believeing in this concept direct all their
marketing efforts towards the achievement of consumer
satisfaction and social welfare.
QUESTIONS:
1. What is the target of market?
2. What are the needs, wants and demands of the target market?
3. How best can we deliver a value proposition?
4. What is Marketing?
5. What is the meaning of selling concept?
6. What is the product concept of marketing?
7. What is the concept of marketing?
8. What is the societal concept of marketing?
9. Briefly explain the importance of marketing in relation to:
 Customer and society
 Organization
10.Distinguish between product concept and selling concept.
11.Fill in the blanks:
Fill in the blanks: a) Marketing helps in ------------------ demand for
products and services.
b) Fulfilling the goals of the organization is as good as --- -------------- the
confidence of the customers.
c) ------------------- of any business and ------------------------ ---- are
interdependent and possible due to marketing.
d) Marketing is a -------------- and -------------- aspect in today‘s dynamic
and changing environment.
e) Marketing is an -------------------- activity.

MARKETING AND SALES class 9

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MARKETING AND SALES

UNIT 1: INTRODUCTION TO MARKETING AND SALES

According to the Marketing Guru Philip Kotler, “Marketing is a social and

If we analyze the above defination, the following points will emerge to

Thus, the general aim of marketing is to have a regular flow of goods

1. The Product Concept

THE PRODUCT CONCEPT:-

THE SELLING CONCEPT:-

The Selling Concept:

THE MARKETING CONCEPT:

The Marketing Concept:

THE SOCIAL MARKETING CONCEPT:

In this concept, the focus is on giving individual satisfaction so

Primarily two elements are included under social welfare-high-

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