Marketing and Selling Orientations

Orientation/ Focus Means Ends

Concept

Selling Product Aggressive selling and sales Maximise profits

promotion with emphasis on price through sales
variations to close the sale. “I must maximization
somehow hook the customer.”

Integrated marketing plan

Marketing Customer Maximise profits
encompassing product, price,
through increased
promotion and distribution backed up
consumer satisfaction
by adequate environmental scanning,
and hence higher
consumer research and opportunity
market share.
analysis—emphasis on service "what
 
can we do that will make us better
than and superior to our competitors,
in the customer's eyes "?