Difference Between Selling Concept and Marketing Concept

销售概念与营销概念

销售概念和营销概念之间的区别是一个非常有趣的主题，具有历史和产品属性的要素。营销一直是组织环境中不断发展且不断变化的方面。这种演变导致不同时间段的不同概念。流行的概念是产品概念，销售概念，营销概念和社会营销概念。产品概念是可以追溯到19世纪末的最早的概念，而出现的最后一个概念是社会营销概念。

What is Selling Concept?

工业革命之后，innovationbecame common, and engineering skills grew immensely. This led to making of machines that were able to produce large quantities that were unseen at that period. So, mass production became a habit of industries. Because of this,supplyoutpaced demand in many industries. Businesses had to find ways to dispose the excess quantities that were not sold by their own. Firms decided to promote their products extensively and persuade customers for purchase. Selling concept emerged as a result of this.

Selling concept can be classified as ‘说服and convincing customers to purchase goods of the firm by extensive promotional modes。’ The promotion tools used wereadvertising和个人销售。销售概念认为，除非被推动购买，否则客户不会购买。尽管如此，对于某些产品，仍在使用销售概念。例如人寿保险，退休计划和消防设备。

销售概念具有drawbacks。This conceptonly advocates seller’s side。这customer’s side has been neglected。在这里，目标是出售其生产的产品比客户真正想要的东西。因此，客户是否想要该产品值得怀疑。连续说服，客户可能会购买该产品，但这对公司来说将是一次性业务，因为这是客户的负担。客户有更多的选择，并且由于能力过高和不断的广告，如今已意识到此类选择。因此，此方法目前不适合大多数产品。

What is Marketing Concept?

这drawbacks of the selling concept lead to new thinking in the business world. With more options and higher disposable income customer had the luxury to choose what they wanted. Also, their demand power increased. Therefore, a question arose in the business community that is –what do customers want。这些思维方式的变化导致了营销概念的兴起。营销概念可以归类为the collective activity of satisfying customerwants and needswhile meeting the organization objectives。Simply, it’s the process of satisfying the customers while making a profit . Marketing concept treats the customer as the king.

Though it seems simple, practicing this concept is highly complex. This complex process starts from product preconception till the after sales service. Also, thecommitmentof the whole organization is a mandatory requirement for complete success. Customerdesiresshould be incorporated into all aspects. In order to understand customer needs and wants, continuous营销researchis vital. A smaller organization can collect such data by simply talking with their customers. But, for large organizations, methods such as marketing surveys andfocus group研究将很有用。通过营销研究，该公司将能够根据客户的规模和需求进行细分。

这main benefits of marketing concept for an organization are customer loyalty and customer retention. An increase in customer retention by 5% can result in an increase of 40 – 50% in profit as per a study by Reichheld and Sasser. Effective implementation of marketing concept can be of high benefit if practiced well. So, marketing concept provides a firm with the ability to satisfy customers while making profits.

销售概念和营销概念有什么区别？

这evolution of marketing has lead to various theories and concepts for business success. Out of which, selling concept and marketing concept are widely evaluated. We can find some significant differences between them.

• Focus:

• The selling concept focuses on mass production, and persuading customer to purchase, enabling the firm to make profits.

•营销概念的目标是在合理利润的同时拥有快乐的客户。

• Profits:

•在销售概念中，利润来自销售量。更多的销售意味着更多的利润。

• With marketing concept, the profit is attained through customer retention and loyalty. Customer retention is achieved via customer satisfaction.

• Competition:

•销售概念不会提供competitive edgeand will be less favorable in a competitive environment.

• Marketing concept develops mutual relationship between seller and customer. Therefore, it is more favorable in a competitive environment.

•业务的定义:

• With selling concept, businesses are defined by the goods and service they sell.

•在营销概念中，企业是由客户从组织的活动中获得的利益客户定义的。

这difference between selling concept and marketing concept has been detailed above. The era of selling concept has ended and more businesses concentrate on the marketing concept. New thinking in future can lead to further advancement of business theories for success.

参考：

1. Kotler，T和Keller K.（2012）。市场营销管理。14e全球编辑，皮尔逊教育。
2. Reichheld，F。E.和Sasser Jr，W。E.（1990）。零赤字：质量来服务。9月至10月，第1页。105 - 111。

图像提供：

1. A Liberty Mutual boothbywhoisjohngalt(CC BY-SA 3.0)
2. Steve Job and iPadby matt buchanan (CC由2.0)