Role of Selling in Marketing

W.M.C. Bandara Wanninayake

Bsc. Mktg (Sp) – USJ, MBA (Colombo), Dip. In mktg (UK), Dip. In.
Acco.
Senior Lecturer
Dept. of Marketing Management
University of Kelaniya
Development of the Marketing
Philosophies
Production
Concept

Product Concept

Selling Concept

Marketing
Concept
 Model for marketing
Philosophies

Competitor orientation
Customer orientation

High Low

High Self Competitor

Oriented Oriented
Customer Market
Low Oriented oriented
 Marketing Programme
• Marketing Program consists of numerous
decisions on the mix of marketing tools to use

• Marketing mix is the set of marketing tools the

firm uses to pursue its marketing objectives in
the target market.

• Marketing mix is product level marketing

strategy
Product level Marketing Strategy
The
Marketing
Mix

C
The Four Ps of the Marketing Mix

Product Place

C
Price Promotion
 Pricing
• Inputs to pricing decisions
– Company objectives
– Marketing objectives
– Demand considerations
– Cost considerations
– Competitor considerations
 Distribution
• The selection of distribution channels

• Determining the level of customer service

• The terms and conditions of distribution

 Promotion
• Advertising
• Sales Promotion
• Personal Selling
• Public Relations
• Direct Marketing
• Events and Experience
THE RELATIONSHIP BETWEEN SALES AND
MARKETING
 Case Study

Mephisto Products Ltd