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Seller is always preoccupied with his needs. All activities start with seller’s existing products. Seller is the centre of business universe Emphasises on quickly converting products into cash Views business as a ‘goods producing process’ Overemphasises the exchange aspect without caring for the ‘value satisfactions’ inherent in the exchange Sellers convenience dominates the formulation of the marketing mix The firm makes the product first and then decides how to sell it and make profit Marketing Marketing starts with the buyer and focuses on the needs of the buyer. Buyer is the centre of the business universe
Emphasises on staying with the existing technology and reducing the cost of production Production is the central function of business Sellers motive dominate marketing communications Emphasis is on ‘somehow selling’. There is no co-ordination among the different functions of the total marketing task Selling views customer as the last link in business Transportation, storage, and other distribution functions are perceived as mere extensions of the production function Cost determines price Different departments of the business operate as separate compartments
Emphasises on identification of a market, seeks to convert customer needs into products and focuses on fulfilling the needs of the customers Views business as a ‘customer satisfying process’ Concerns primarily the value satisfactions that should flow to the customer from the exchange Buyer determines the shape of marketing mix The customer determines the product, and the firm makes a ‘total market offering’ that would match and satisfy the needs and wants of customers Emphasises on innovation by providing better value to the customer by adopting the most innovative technology Marketing is the central function of business Marketing communications is looked upon as the tool for communicating the benefits or satisfactions provided by the product Emphasis is on integrated marketing approach, an integrated strategy covering product, price, promotion and distribution Marketing views the customer as the very purpose of business, sees the business from the point of view of the customer They are seen as vital services to be provided to the customer, keeping customers convenience in focus Consumer determines price; price determines costs All departments of the business operate in a highly integrated manner